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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.
  • Transcript

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

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