1) The presentation summarizes a business plan to increase sales of Ace Proxyvon gel (APG) from Rs. 1.9 crores to Rs. 10 crores over the next financial year through strategic initiatives focused on training, retail showcasing, and incentives. 2) The key tactic proposed is "retail showcasing," committing funds to shelf space at chemists in exchange for sales commitments, estimated to generate 6-8 crores alone. 3) Supporting tactics include consecutive price increases to boost profitability per unit while reducing sales targets, and robust rewards and recognition programs linked to the retail showcasing strategy.

1. Presentation Summary
Ace proxyvon gel
Objective: - Business Plan of 10 crore for Ace Proxyvon gel
Introduction
Pain: An unpleasant sensation that can range from mild, localized discomfort to agony. Pain has both physical and emotional
components.
Oral analgesics are commonly prescribed for the treatment of acute and chronic pain, but these agents often produce adverse
systemic effects, which sometimes are severe. Topical analgesics offer the potential to provide the same analgesic relief provided
by oral analgesics but with minimal adverse systemic effects. The most widely studied topical NSAIDs include Diclofenac.
Market: - The topical pain preparation market is extremely fragmented with many brands from reputed & local companies. The
market size is estimated to be above 400 crores growing at 9% with more than 300 identified brands; mainly dominated by Volini
(154 crores) & Voveran (32 crores). The present trend is multiple brands and OTC promotion.
Mission: - To propel Ace proxyvon gel (APG) a 10 crores brand in the financial year (2015-16).
Current scenario Ace proxyvo gel
An ethical brand promoted by 300 strong field force is valued at 1.9 cr (MAT Nov 14) is de-growing by 8%, with unit sales of 4.72
laks and de-growth of 9%. The calculated productivity stands at 131 units per person per month (PMPM), with the net released
value (NRV) of Rs. 40/- per unit.
Mission Requirement
Estimation to realize the mission of 10 crores at the current NRV would require PMPM of 700 & approximately 25 lakhs units of
sales (Bonus not considered). This means 450% growth in PMPM & total unit sales. Which apparently, could be an uphill task?
Need (Training, Strategy & Tactics)
 Training
It is accepted that training is an integral part to build confidence, discipline & involvement of the sales force. However,
training would also be needed to update the field force with the developments proposed in this plan, which would be
discussed later.
 Strategy ( long term actions )
Preface: - In this cluttered market the “Cliché” of “pain relief” from xyz in abc conditions is used by every players.
Although these are the primary indication & promotional lines, yet there are no novelty; hence, this could be our area to
differentiate APG.
Foreword: - “Humans are emotional creatures as well as thinking ones” Greek rhetoricians.
Almost everyone aspires to control & change things around. However, Doctors are entrusted to do so and they not only
can change patient’s life but also of the people associated with them. This emotion can be vital for generating emotional
appeal & psychological attachments with the brand. The objective is not only to encourage the Doctors to change
prescriptions to APG from other brands but also to instigate their subconscious to be able to promote change.
The Strategic theme: - “Changing lives”
Print inputs to compliment & support the theme inputs with special day campaigns. Simultaneously, ethical & scientific
promotional inputs would augment & enhance the theme initiatives.
Scientific promotion: - During secondary research it was observed that apart from few brands that are highlighting on
technology like nano-gel, therma-gel, permeability etc; most brands are talking on only generics. Hence, scientific and
technological of APG should be focus of scientific promotion.
 Tactics (Pivotal action)
Preface: - “Extraordinary missions require radical solutions” – Anonyms
It is imperative that order methods would not suffice to attain the asking rate of 450% growth. Hence, unorthodox
approach is necessary to ensure the mission of 10 crores in a year.

2. Foreword: - A close look up at the segment leader “Volini” revealed that it pays for shelf space in the tune of Rs. 500/-
pm and more. The catch is mandatory purchases of the brand.
Tactical strategy: - The three pronged approaches are Consecutive price revisions, Retail showcasing & roust incentives.
The pivotal strategy is “retail showcasing” which would be the major driver towards achieving the landmark of 10 crores.
Thus it is of utmost importance that other activities like incentives etc. support the pivotal strategy.
Price revision: - Since, it is observed that most of the competitive brands are not only high priced but also “low pricing” of
APG is not helping the brand (low PMPM, negative Value & unit growth). Hence, low pricing strategy should be ruled
out and a consecutive price increase is recommended for the FY 20014-15 & 20015-16.
The proposed upward price revision would take the MRP to only Rs. 66.55/- per unit and the NRV (at current returns) to
Rs.48.76/- per unit. This in turn would result in Rs. 40 lakhs of business and would reduce the PMPM asking rate by 17%
(at current rate); there by decreasing the asking PMPM rate from 700 to 570 units. Hence, it is firmly recommended to
revise the price consecutively.
Retail Showcasing: - During secondary research it was noted that the leading brand (Volini) disburse Rs.500/- & more (as
per the potential) per counter towards shelf display of their product with a commitment of 500 units. Taking cue from the
above an extremely optimistic figure of 23 crores and above is possible by 400 people (300 MR + 100 line managers); by
only anchoring 2 potential chemists with yearly expense commitment of R. 48 lakhs.
On a realistic note 6-8 crores of business is absolutely achievable by 350 people (300 MR + 50 managers) by
anchoring only 2 chemists with a commitment of 150-200units sales per month. This would come with a price tag of 21-
29 lakhs only.
Reward & Recognitions: - “Nothing is more powerful than a motivated soul” – Anonymous
Since, “Retail showcasing” is the pivotal tactic to propel APG to 10 crores; hence, it is essential that due diligence is given
to augment R&R to support the pivot. Thus R&R plan revolves around making “Retail showcasing” a success.
The R&R is designed to cover the entire field force, Zonal heads & Chemists; with due emphasis to generate excitement &
enthusiasm towards making “APG mission 10 crores” a success. The various heads are interlinked to ensure
implementations. The incentives in terms of kinds would be web based; hence, would unshackle the “conventional fixed
gifts syndrome”. Moreover this platform would ensure data pool (for further actions), transparency and prompt actions
to address issues (if any).
The provision of zonal budget has been taken into account to ensure implementation of customised local initiatives. This
would enhance zonal heads involvement and reduce turn around time for action. Along with manager’s contest the
“Rolling zonal trophy” would bring in healthy zonal competition and pride.
Cash incentives are highly appreciated by sales force; hence cash components are also incorporated within the plan.
Finally, the icing on top would be an International trip for the top performers.
Financials: - Due importance has been given to achieve the top line with optimal fund utilisation. However, due to lack of
internal data sampling cost & bonus are not considered. Please note: - All calculations are based upon consecutive price
revisions.
Finale: - The objective of propelling Ace Proxyvon gel from 1.9 crores to 10 crores in the financial year 2015-16 could be
achieved at an expense ratio of minimum 4.94%.
Prepared for Wockhardt by
Suvankar Pal.
January 2015