Hexgabalin  pharmaceutical marketing plan - case study
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Hexgabalin pharmaceutical marketing plan - case study

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Market Overview ...

Market Overview
RXs Overview
SWOT Analysis
Market Key Issues & Strategic Imperatives.
Pricing
Source of Business.
Brand Vision & Positioning.
Key Promotional Messages.
Sales Forecast
A&P
Key Innovative Projects.
Calendar of activities.

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Hexgabalin  pharmaceutical marketing plan - case study Hexgabalin pharmaceutical marketing plan - case study Presentation Transcript

  • Case Study Re-Launch of HEXGABALIN BY ABDELRHMAN TANTAWY
  • Executive Summary 1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 2
  • 1. Market Overview 2. RXs Overview 3. SWOT Analysis 4. Market Key Issues & Strategic Imperatives. Agenda 5. Pricing 6. Source of Business. 7. Brand Vision & Positioning. 8. Key Promotional Messages. 9. Sales Forecast 10.A&P 11.Sales force structure 12.Key Innovative Projects. 13.Calendar of activities. 1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 3 View slide
  • 1. Market Overview Market Analysis Pregabalin vs Gebapentin – by unit 2,500,000 2,240,812 2,000,000 1,500,000 1,000,000 1,318,411 969,848 723,460 963,913 765,706 764,526 899,620 374,772 500,000 155,785 Units Y/2008 (Absolute) Units Y/2009 (Absolute) Units Y/2010 (Absolute) PREGABALIN 1/31/2013 Units Y/2011 (Absolute) Units Y/2012 (Absolute) GABAPENTIN HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 4 View slide
  • 1. Market Overview Market Analysis Pregabalin vs Gebapentin – by value 180,000,000 153,071,629 160,000,000 140,000,000 120,000,000 105,627,381 100,000,000 71,940,784 80,000,000 60,000,000 40,000,000 29,594,234 22,135,762 40,459,490 32,249,497 41,204,391 43,702,380 40,403,711 LE Sales Y/2009 (Absolute) LE Sales Y/2010 (Absolute) LE Sales Y/2011 (Absolute) LE Sales Y/2012 (Absolute) 20,000,000 LE Sales Y/2008 (Absolute) PREGABALIN 1/31/2013 GABAPENTIN HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 5
  • 1. Market Overview Market Analysis PREGABALIN – by unit 2,500,000 293,939 15,230 186,850 2,000,000 314,717 1,500,000 169,033 18,096 129,653 39,301 99,263 0 77,969 1,000,000 13,318 4,662 9,226 0 66,380 0 46,900 500,000 0 155,785 LYRICA 1/31/2013 366,345 0 8,075 11,817 165,337 189,543 Units Y/2008 (Absolute) 0 Units Y/2009 (Absolute) PREGDIN-APEX PREGAVALEX 445,540 126,348 133,917 298,258 421,697 258,875 449,856 Units Y/2010 (Absolute) IRENYPATHIC 339,556 Units Y/2011 (Absolute) Units Y/2012 (Absolute) PAINICA LYROLIN HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY KEMIRICA HEXAGABALIN Others 6
  • 1. Market Overview Market Analysis GABAPENTIN- by unite 2,500,000 2,000,000 1,000,000 500,000 417 0 68,744 329,848 6,544 405 0 55,674 333,064 324,451 723,460 764,526 Units Y/2009 (Absolute) 6,697 0 32,626 98,152 45,160 423,376 295 2,169 2,717 17,421 7,445 106,879 50,913 318,622 425,627 357,902 393,159 969,848 963,913 899,620 Units Y/2010 (Absolute) Units Y/2011 (Absolute) Units Y/2012 (Absolute) 368,839 Units Y/2008 (Absolute) 1,500,000 3,771 0 22,969 57,141 460,340 0 GABAPENTIN GAPTIN CONVENTIN ADAPTAN NEURONTIN GABIMASH LEPTICURE 1/31/2013 NEUROGLOPENTIN GABALEPSY GABAPENTIN HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 7
  • 1. Market Overview Sales trend PREGABALIN – by value 2,500,000 2,000,000 1,500,000 1,000,000 500,000 0 Units Y/2008 (Absolute) LYRICA 1/31/2013 PREGDIN-APEX Units Y/2009 (Absolute) PREGAVALEX Units Y/2010 (Absolute) IRENYPATHIC PAINICA HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY Units Y/2011 (Absolute) LYROLIN Units Y/2012 (Absolute) KEMIRICA HEXAGABALIN 8
  • 1. Market Overview Sales trend PREGABALIN – by value 2,500,000 2,000,000 This is about 40% market growth with indicate special market situation we need to dig more about it 1,500,000 1,000,000 500,000 0 Units Y/2008 (Absolute) LYRICA 1/31/2013 PREGDIN-APEX Units Y/2009 (Absolute) PREGAVALEX Units Y/2010 (Absolute) IRENYPATHIC PAINICA HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY Units Y/2011 (Absolute) LYROLIN Units Y/2012 (Absolute) KEMIRICA HEXAGABALIN 9
  • 1. Market Overview Our competitors 1/31/2013 Primary HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY Secondary 10
  • 1. Market Overview Pregabalin & Gebapentin Market shares – value 2012 Top Player Market Share 2012 NEURONTIN KEMIRICA 2% LYROLIN 3% 4% PAINICA 6% LYRICA 34% IRENYPATHIC 6% CONVENTIN 7% PREGAVALEX 9% GAPTIN 11% 1/31/2013 PREGDIN-APEX 18% HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 11
  • 1. Market Overview Top Player Market Share 2012 Pregabalin Defined Market shares – value 2012 PREGAVALEX 11% IRENYPATHIC 8% KEMIRICA 4% PAINICA 7% PREGDIN-APEX 22% HEXAGABALIN 1% Other 10% LYROLIN 5% LYRICA 42% 1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 12
  • Rx Overview 1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 13
  • 2. Rx Overview Prescribers % Gabapentin Rx by Specialty % 4% Pregabalin Rx by Specialty % 2% 2% 2% 3% 5% 29% 9% 0% 4% 2% 10% 13% 60% 19% 23% 13% G.P. ORTHO. IM NEURO/PSYCH DERM. OTORH. ORTHO. IM G.P. CARD. SURG. PULM NEURO/PSYCH DERM. CARD. GYN 1/31/2013 PULM HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 14
  • 2. Rx Overview LYRICA Prescribers by disease in % PREGDIN-APEX IRENYPATHIC PREGAVALEX LYROLIN PAINICA HEXAGABALIN Total -E14 DIABETES MELLITUS E10 32.00 35.94 18.67 18.47 13.06 18.67 2.58 139.39 -M54 OTHER DORSOPATHIES M50 35.26 19.35 16.71 31.40 16.10 16.71 - 135.54 -M48 SPONDYLOPATHIES M45 11.93 9.33 4.20 9.18 11.30 4.20 - 50.14 -M79 OTH SOFT TISSUE DIS M70 9.14 1.91 8.45 9.25 3.38 8.45 - 40.58 -G58 NER/NER RT/PLEX DIS G50 4.81 8.28 5.37 7.58 7.22 5.37 0.62 39.24 -B09VIR INF SK/M MEM LES B00 6.84 8.14 3.68 2.26 4.31 3.68 - 28.90 -G64POLYNE/OTH DIS PERIP G60 7.92 6.92 3.02 1.40 1.67 3.02 - 23.95 -M19 ARTHROSIS M15 4.57 - - - 0.88 - - 5.45 -R69 GEN SYMPTOMS/SIGNS R50 1.67 2.01 - 1.12 - - - 4.80 -M43 DEFORMING DORSOPTHY M40 - - 0.85 2.52 - 0.85 - 4.22 -Q79 CON MLFM MSSKEL SYS Q65 - - - - 2.49 - - 2.49 1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 15
  • 3. SWOT Analysis 1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 16
  • SWOT analysis S O 1/31/2013 W T HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 17
  • SWOT analysis S Price 2. Availability 3. 1/31/2013 1. Well known molecule HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 18
  • SWOT analysis 1. 2. Non Competitive Price 3. Brand Establishment 4. W Strength Availability Low Prescription Rate 1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 19
  • SWOT analysis 1. Highly growing market 2. Current perception about Pregabalin and its market growth over other molecules 3. Shifty from Gebapentin to Pregabalin 4. Diversify specialty O 1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 20
  • SWOT analysis 1. Well established competitors 2. Multiple competitor 3. Smaller packs and less prices T 1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 21
  • 4. Market Key Issues & Strategic Imperatives. 1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 22
  • Market Key Issues & Strategic Imperatives Below the main market key issues and strategies: 1. 2. 3. 4. 5. 1/31/2013 Establish efficacy & credibility Capitalize on having a unique and un-comparable brand Generation and growth of prescriptions in several indications Shape the market of Pregabalin. Being the first option generic brand in Pregablin market HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 23
  • 5. Pricing 1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 24
  • Pricing There are four main strategies regarding pricing : Competitive pricing Skimming pricing 1/31/2013 Differentiation pricing Penetration pricing HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 25
  • Pricing There are four main strategies regarding pricing : Competitive pricing Skimming pricing 1/31/2013 Differentiation pricing Penetration pricing HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 26
  • Pricing How can we compare prices with different concentration & number of tablets ??!! We can use this Equation Prices Index = Price per tablet (Price / no. tablet ) X 100 Concentration 1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 27
  • Price Index Price Index 10.00 9.00 8.00 7.00 6.00 5.00 4.00 3.00 2.00 1.00 - 1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 28
  • Pricing From the price index before we can find that: 1. HEXGABALIN is an average generic brand price. 2. According to the market leader we are about 40% more economic that Lyrica 3. According to PREGDIN-APEX (18% total market share ) we are slightly more expensive 4. We do not have enough high concentrations, low value concentrations 1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 29
  • 6. Source of business 1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 30
  • Rx Prescribers % Gabapentin Rx by Specialty % 4% Pregabalin Rx by Specialty % 2% 2% 2% 3% 5% 29% 9% 0% 4% 2% 10% 13% 60% 19% 23% 13% G.P. ORTHO. IM NEURO/PSYCH DERM. OTORH. ORTHO. IM G.P. CARD. SURG. PULM NEURO/PSYCH DERM. CARD. GYN 1/31/2013 PULM HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 31
  • Indication % Indication % Others 8% POLYNE/OTH DIS PERIP 5% VIR INF SK/M MEM LES 6% DIABETES MELLITUS 28% NER/NER RT/PLEX DIS 8% OTH SOFT TISSUE DIS 8% OTHER DORSOPATHIES SPONDYLOPATHIES OTH SOFT TISSUE DIS NER/NER RT/PLEX DIS VIR INF SK/M MEM LES POLYNE/OTH DIS PERIP SPONDYLOPATHIES OTHER DORSOPATHIES 10% 27% 1/31/2013 DIABETES MELLITUS HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY Others 32
  • Source of business Based on RXs We need to focus on below specialty: 1. Ortho 2. GPs 3. Neuro 4. IM We need to focus on these indications: 2. OTHER DORSOPATHIES 3. SPONDYLOPATHIES OTHER SOFT TISSUE DIS 5. 1/31/2013 DIABETES MELLITUS 4. and indication 1. NER/NER RT/PLEX DIS HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 33
  • 7. Brand Vision & Positioning. 1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 34
  • Vision To be the generic of choice for neuropathic pain Build a great credibility approach among doctors 1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 35
  • Mission For re-launching HEXGABALIN we need different missions and strategies to build our brand between this big market full of competitors S Build the perception 1/31/2013 S2 Hitting the competitors HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY S3 Fulfilling the market gaps 36
  • Positioning In this busy market we need to take different approach to enter a market we do not have a tangible differentiation points, we all had the same molecule and the same average prices We need to select and focus on powerful positioning strategy to enter this market the right way 1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 37
  • Positioning strategies 1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 38
  • Positioning strategies 1st phase (two Q) We will use this strategy to enter the market in different way to build a powerful perception and create a good positioning It is not for sales generation as we will target the unexpected market just for branding 1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 39
  • Positioning strategies 2nd phase (two Q) We will use this strategy to enter the market in different ways to build a powerful perception and create a good positioning 1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 40
  • 8. Key Promotional Messages 1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 41
  • Strategy We will create a universal campaign for neuro specialty, using the same message and materials for all specialties, then start customizing it for each indication. 1st phase We will focus on neuro as an anti-epileptic product 2nd phase Hitting the competitors in their main indication, • in Diabetic nephropathy • Ortho 1/31/2013 3rd phase General neuropathic pain product of choice, with customized materials for each indication HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 42
  • Strategy We will create a universal campaign for neuro specialty, using the same message and materials for all specialties, then start customizing it for each indication. Gratefully our honorable st phase 1 competitors already did this We will focus on neuro as an anti-epileptic product step for us regarding awareness of pregablin and neuro molecule in neuropathic cases 1/31/2013 2nd phase Hitting the competitors in their main indication, • in Diabetic nephropathy • Ortho 3rd phase General neuropathic pain product of choice, with customized materials for each indication HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 43
  • Creative Idea Generation 1/31/2013 To enter this busy market we need to catch/different/reminding message.  Differentiate our product from the competitor’s  Address important customer buying criteria  Highlight key product characteristics HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 44
  • Creative Idea Generation 1/31/2013 Marketing message should be :       Meaningful Differentiating Important Sustainable Believable Credible HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 45
  • Creative Idea Generation 1/31/2013 HEXGABALIN We need a brand name reminding message for 1st phase market penetration HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 46
  • Creative Idea Generation THE HEXA 1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 47
  • THE HEXA HEXGABALIN The HEXA reasons why you need to use Hexgabalin The HEXA advantages of Hexgabalin The HEXA indications of Hexgabalin Etc.. 1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 48
  • 1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 49
  • 9. Sales Forcaste 1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 50
  • Sales trend Estimated 2013 sales 300,000,000 251,517,942 250,000,000 193,475,340 200,000,000 149,329,761 150,000,000 113,145,175 100,000,000 214,300,281 153,071,629 105,627,381 71,940,784 40,459,490 32,249,497 41,204,391 43,702,380 40,403,711 36,363,340 LE Sales Y/2008 (Absolute) 50,000,000 51,729,996 29,594,234 22,135,762 72,708,987 LE Sales Y/2009 (Absolute) LE Sales Y/2010 (Absolute) LE Sales Y/2011 (Absolute) LE Sales Y/2012 (Absolute) LE Sales Y/2013 (Estimated) - PREGABALIN 1/31/2013 GABAPENTIN Total market HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 51
  • Sales Forecasting - value We will forecast about 3% total market share for year 2013: Total market 2013 = 250M LE || Hexgablin = 250M x 3% = 7.5M LE That means 500% growth over last year 1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 52
  • Sales Forecasting - unit After analyzing packs sales we found out below: HEXAGABALIN CAPS 150 MG 30 PREGAVALEX CAP.GEL.HA CAP.GEL.HA RD 75 MG 20 CAPS 75 MG 30 1/31/2013 RD 300 MG 10 LARICA PREGDIN-APEX CAPS CAPS 50 MG 20 CAP.GEL.HA RD 75 MG CAPS 30 150 MG 20 CAP.GEL.HA RD 150 MG 20 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 300 MG 20 CAPS 100 MG 20 CAPS 75 MG 20 CAPS 5 MG 20 53
  • Sales Forecasting - unit √ The sales of 75mg caps overcomes 150mg by almost double share √ The 50mg overtake the 75mg in some brands √ Unsuccessful 300mg concentrations due to unknown reasons (needs field research) √ The smaller the pack, the larger the reach 1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 54
  • Forecaster 2013 Description Price/RS Price/P P TT Unit HEXAGABALIN Feb Mar Qtr. I Apr May Jun Qtr. II Jul Aug Sep Qtr. III Oct Nov Dec Qtr. IV Total 2013 2013 2013 2013 2013 2013 2013 2013 2013 2013 2013 2013 2013 2013 2013 2013 unite 33% Unit Jan 33% 33% 12% 33% 33% 33% 12% 39% 37% 24% 41% 43% 29% 29% 35% CAPS 75 MG 30 EGP 120.00 84.00 2,400 2,400 2,400 7,200 2,400 2,400 2,400 7,200 9,577 8,978 5,986 24,541 9,000 6,000 6,000 21,000 60,000 CAPS 150 MG 30 EGP 111.00 77.70 1,120 1,120 1,120 3,360 1,120 1,120 1,120 3,360 4,469 4,190 2,793 11,452 4,200 2,800 2,800 9,800 28,000 3,520 3,520 3,520 10,560 3,520 3,520 3,520 10,560 14,046 13,168 8,779 35,993 13,200 8,800 8,800 30,800 88,000 Total . Sales (units) TotalT. Turnover (LE) 1/31/2013 288,624 288,624 288,624 865,872 288,624 288,624 288,624 865,872 1,151,72 1,079,74 1,082,34 719,826 2,951,288 721,560 721,560 2,525,460 7,215,600 2 0 0 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 55
  • 10. The A&P budget 1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 56
  • A&P budget We had four main methods to estimate our target Fixed percentage of sales 1/31/2013 Same level as competitors Task HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY Residual 57
  • A&P budget Same level as competitors 1/31/2013 Due to market potentiality and our positioning strategy we need to invest in our brand till building our perception, then we can take % from sales to update our activities HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 58
  • 11. Sales force structure
  • Sales force Structure To calculate sales force structure we need to calculate number of doctors with their potentiality in each governor Based on our phasing criteria we will select the right specialty. 1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 60
  • Sales force Structure We will use the below equation to calculate each area potentiality, therefore number of medical reps will cover it SEC class # of Visits/ doctors month A 8 B 4 C 2 x 11 month # medical reps = # medical reps visits per year 1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 61
  • 12. Key Innovative Projects.
  • Key Innovative Projects. To create a tipping point in our brand we need to make adramatic change in the market characteristic to gain a noticeable market share The Concentration VS packing 1/31/2013 The HEXA indication project HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY Chronic user trade deal 63
  • 13. Calendar of activities. 1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 64
  • Calendar of activities. Item New Launches 2012 January February March April May June Facelifting Gel New aftershave bottle July August Shaving cream aftershave cologne September October November December Total - Promotion Key Account Buy two get one offer Nothing else campaign 150+Blam offer Instore activ 35,000 35,000 gel+balm Wholesaler BiC Bundle Nothing else campaign 20,000 Covarage* gel+balm 20,000 Retail BiC Bundle Nothing else campaign 10,000 gel+balm 10,000 El-Koshk Communication BiC Bundle - TV - Radio 120,000 280,000 160,000 Magazine 30,000 30,000 OutDoors 700,000 700,000 80,000 200,000 - Online Road Show 120,000 102,000 Summer Total Budget 1/31/2013 - - - - 240,000 - 102,000 50,000 Cairo 50,000 312,000 840,000 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 35,000 - - - 1,427,000 65
  • Thanks for your time