Team1

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  • Find Egypt’s current total population, find total CML patients number per year “internet”Check if Mirac is the standard current therapy
  • We need a logo for our drug, Pluto Pluto is indicated to meet this unmet need of our resistant and intolerant patients.
  • Market size : 20% of 1600 CML pt. / year.Market distribution: Pluto and Disatinib.Targeted Market share: 65% Sales of year 1 : plz add ya alia Expected market growth/year: 2% Total sales for the 1st 5 years: Plz add ya alia
  • How can we achieve this Target? Concentrated strategy.Positioning our Brand. (vs. Competitor Disatinib) . Promotional activityPersonal selling. Advertising. Public Relations.How will we monitor our Plan ?Phase 4 clincal trials for the 1st 2 years.Sales tracking Market share tracking.
  • We will successfully introduce our priceless innovation to control, prevent and cure one of the most challenging diseases to achieve high reduction in morbidity and mortalities and provide a radical turning point in the quality of life. In addition to establishing devoted exponentially increasing shareholder return consequently rewarding all contributers in Novartis”You can say that we have two directions, the major one is “Patient satisfaction” which is achieved thru slide 8 and increasing the company’s market share or whatever which achieved via slide 9
  • We will successfully introduce our priceless innovation to control, prevent and cure one of the most challenging diseases to achieve high reduction in morbidity and mortalities and provide a radical turning point in the quality of life. In addition to establishing devoted exponentially increasing shareholder return consequently rewarding all contributers in Novartis”
  • I don’t know what you have in mind for the rationale, bas we can make it a separate slide or write an indicative text about it
  • Building confidence in the drug efficacy
  • Sales were calculated on a yearly basis, with an expected market share increment of 2-3% and taking the increase in patients’ number relative to the Egyptian Population in consideration
  • So every time you hear the name pluto now, we hope you won’t remember the planet,nor the dog, we hope you were remember Pluto, the resort to which CML patients adsolve.
  • Team1

    1. 1. A Strategic Business Plan for the NEW CML Drug: Pluto®<br />Presented By<br />Team 1<br />Dina Younan<br />Mostafa<br />Farah Attia<br />Monica<br />Alyaa Abdel Haleem<br />
    2. 2. Prevalence and Incidence of CML<br />0.002% will develop CML<br />100,000 Egyptian<br />Mirac®<br />Hydra®<br />
    3. 3. Mirac®<br />Pluto®<br />20% <br />Resistant/Intolerant<br />
    4. 4. Executive Summary<br />Incidence of CML 0.002%<br />20% Resistance/Intolerance to 1stline treatment<br />Pluto®<br /> is indicated for this unmet need<br />Resistant/<br />Intolerant<br />
    5. 5. Executive Summary<br />Market Size 20% of 1600pt<br />Market Distribution: 1 competitor<br />TargetedMarket Share 65% (Year 1)<br />Targeted Sales ~3.5-4 millions (Year 1)<br />Expected Market growth rate/year 2%<br />Total sales/ First 5 years ~20 millions<br />
    6. 6. Executive Summary<br />Concentrated Strategy<br />How ?<br />Positioning the Product<br />Promotional Activity (Personal selling, Advertising, Public Relations)<br />Phase IV or clinical trials<br />Monitoring ?<br />Sales Tracking<br />Market Share Tracking<br />
    7. 7. SWOT Analysis<br />Mostafa<br />
    8. 8. SWOT Analysis<br />1-Resistnat / Intolerant<br />2-Rapid <br />3.Safe<br />4-Efficacy<br />5-No cross intolerance <br />6-Brand / original<br />1-Price.<br />2-New drug (first launch)<br />3- 2 times daily.<br />S<br />W<br />1-FDA & EMEA approved <br />2-Brand<br />3-Strong Relations with MOH.<br />4-Lower price vs. competitor<br />5- limited players .<br />6-Unmet need .<br />O<br />T<br />1-Competitors Dasatinib (nearly launched).<br />
    9. 9. SWOT Conclusion<br />“To focus on our strengths to outweigh our competitor (Dastanib) in the 2nd line therapy of CML”<br />
    10. 10. Mission and Strategic Objectives<br />Farah Attia<br />
    11. 11. Mission<br />Control<br />Prevent<br />Mortality<br />Quality of Life<br />Cure<br />
    12. 12. Mission<br />Shareholder <br />Return<br />
    13. 13. Strategic Objectives<br />Quanlitative<br />Quantitative<br />145-188 target patients<br />Brand image: TEAR the disease<br />65% Market Share<br />Customer Satisfaction 90%<br />Ranking: Number 1<br />Customer Retention 95%<br />ROI: 5.1 million<br />RATIONALE !!<br />
    14. 14. Strategy Formulation<br />Monica Wassim<br />
    15. 15. Values to different Prespectives:<br />
    16. 16. Concentrated Strategy<br /><ul><li>Concentrating the firm’s effort only on 1 market segment:
    17. 17. Chain pharmacies + hospitals.
    18. 18. 1 Marketing mix. ( 4 Ps ) </li></li></ul><li>Marketing Mix<br />
    19. 19. Strategy Implementation<br />Alyaa Abdel Haleem<br />
    20. 20. Financial Plan<br />
    21. 21. Strategy Implementation: Costs<br />Abroad Meetings (Mirac®)<br />1 District Manager<br />RTDs <br />3 Medical Representatives<br />Brochures and Gifts<br />First two years<br />Prescriptions<br />Monitoring and Evaluation<br />
    22. 22. Strategy Implementation: Sales<br />75%<br />Market Share<br />
    23. 23. NB and ROI<br />Net Benefit ~17.6 millions<br />ROI~ 5.1 millions<br />Years<br />
    24. 24. Monitoring Performance<br />Post-Marketing Surveillance<br />KPI: Market Share Tracking<br />Product Marketing Performance<br />KPI: Sales Tracking<br />Product Distribution and Personnel Performance<br />
    25. 25. Pluto®<br />Not just a planet!<br />Thank You<br />

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