• Like
Boni D
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Boni D

  • 499 views
Published

 

Published in Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
499
On SlideShare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
7
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Presentation on “Boni Group”Prepared byMd. Hasif SinhaProduct ExecutiveDelta Pharma Limited
  • 2. Food SupplementActivity of Food Supplement: Provides essential vitamins & minerals which we are not getting sufficient amountTypes of Food Supplements: Vitamins Minerals Vitamins with Minerals
  • 3. Necessity of Calcium and Vitamin D3Calcium: Most important element for the body Structural component of bones, teeth, and soft tissuesVitamin D3: Increase the absorption rate of Calcium up to 70-80% Helps to build strong bones
  • 4. Necessity of Calcium and Vitamin D3Daily Requirement of Calcium & Vitamin D3: Dietary Reference Intakes Age Group (yr) Ca (mg) Vit D3 (I.U.) 9-18 1,300 600 19-50 1,000 600 >50 1,200 600 Postmenopausal Women 1,500 800
  • 5. Necessity of Calcium and Vitamin D3Complications: Hip fracture: 33% Osteoporotic fractures: 30-50% (Female), 15-30% (Male) Fractures ( 50 yr): 1 in 3 (Women), 1 in 5 (Men) 1 in 5 die following fractures
  • 6. World Osteoporosis Day
  • 7. Necessity of Calcium and Vitamin D3 Only solution: Calcium & Vitamin D3 supplementation Meet “Dietary Reference” requirements: 100% Reduce the risk of hip fracture: 20-25%
  • 8. Types of Calcium Supplements Supplement Elemental Calcium CommentCalcium 40% • Most commonly usedcarbonate • Well absorbed • Least expensiveCalcium gluconate 9% • Used intravenously for severe hypocalcemia • Well absorbed by orally, but low content of elemental calcium • Very expensiveCalcium lactate 13% • Well absorbed, but low content of elemental calciumCalcium citrate 21% • Better absorbed, especially by those with decreased stomach acid • May protect against kidney stones • More expensiveCalcium phosphate 31% • Tricalcium or dicalcium phosphate • Absorption similar to calcium carbonate • Used more in Europe
  • 9. Product DescriptionBoni Boni D Boni MCa Ca + Vit D Ca + Vit D + Mrl
  • 10. Product DescriptionBoni: Composition: Calcium Carbonate BP 1250 mg equivalent to 500 mg elemental Calcium Therapeutic Class: Food Supplement Indications: Adolescents (ages 13–19), Insufficient calcium intake Dosage & Administration: 1 tablet in the morning and 1 at night after meal with a full glass of water Pack Size & Price (MRP): 16’s tablets container 48.00 tk
  • 11. Product DescriptionBoni D: Composition: Calcium Carbonate BP 1250 mg equivalent to 500 mg elemental Calcium & Vitamin D3 200 I.U. as Cholecalciferol USP Therapeutic Class: Food Supplement Indications: Pregnancy & lactation, Postmenopausal problem, Back pain or low back pain, Bone fractures Dosage & Administration: 1 tablet in the morning and 1 at night after meal with a full glass of water Pack Size & Price (MRP): 15’s tablets container 60.00 tk & 30’s tablets container 120.00 tk
  • 12. Product DescriptionBoni M: Composition: Calcium Carbonate BP 1500 mg equivalent to 600 mg elemental Calcium, Vitamin D3 200 I.U. as Cholecalciferol USP, Magnesium 40 mg, Zinc 7.50 mg, Manganese 1.80 mg, Copper 1 mg, Boron 250 mcg Therapeutic Class: Food Supplement Indications: Osteoporosis, Osteomalacia, Osteopenia Dosage & Administration: 1 tablet in the morning and 1 at night after meal with a full glass of water Pack Size & Price (MRP): 15’s tablets container 60.00 tk & 30’s tablets container 120.00 tk
  • 13. Product DescriptionBrand Slogan: Love your BONES & live a HAPPY life…
  • 14. Brand PositioningBoni Adolescents (ages 13–19) Insufficient calcium intakeBoni D Pregnancy & lactation Back pain or low back pain Bone fracturesBoni M Osteoporosis Osteomalacia Osteopenia Postmenopausal problem
  • 15. Target Doctors Gynecologists Orthopedists General Practitioners Rural Medical Practitioners
  • 16. Branding Activities Continuous support with PPMs Gift items for Doctors Focus promotion on Selective Potential Prescribers Special activities, PPMs & gift items followed by Special Days or Events (eg. World Osteoporosis Day, Begum Rokeya Day, International Women’s Day, Mother’s Day etc)
  • 17. PPM Review - (Sep’11)
  • 18. PPM Review - (Oct’11)
  • 19. PPM Review - (Oct’11)
  • 20. PPM Review - (Dec’11)
  • 21. PPM Review - (Jan’12)
  • 22. PPM Review - (Mar’12)
  • 23. PPM Review - (Apr’12)
  • 24. PPM Review - (May’12)
  • 25. PPM Review - (Jun’12)
  • 26. PPM Review - (Jul’12)
  • 27. PPM Review - (Aug’12)
  • 28. PPM Review - (Oct’12)
  • 29. Market Size (IMS 2nd quarter 2012)Calcium Preparations: Total Market Size: 196.16 cr. Growth:  29.56%Calcium + Vitamin D3: Total Market Size: 152.05 cr. Growth:  31.47%
  • 30. Market Leaders (IMS 2nd quarter 2012)Calcium, Vitamin D3 & Minerals: Product Company Sales (cr.) Growth (%) Calbo - D Square 24.52  18.72 Coral Cal - D Radiant 12.66 - Sandocal - D Sandoz 9.46  45.82 Ostocal - D SK+F 8.44  31.81 Calcin - D Renata 8.42  35.14 Calbon - D Aristopharma 8.28  27.24
  • 31. Major Competitor Brands CALCIUM + VITAMIN D +COMPANY CALCIUM + VITAMIN D MINERALS Square Calbo D Calboplex SK+F Ostocal D Ostocal MSandoz Sandocal DIncepta Calvimax Calvimax plusBeximco Aristocal D Aristocal MOpsonin Ostogen D Ostogen plus Renata Calcin D Calcin M Acme A-Cal D ACI Acical D Acical M
  • 32. Major Competitor Brands CALCIUM + VITAMIN D + COMPANY CALCIUM + VITAMIN D MINERALS Aristopharma Calbon D Calbon M Orion Maxical Radiant Coral Cal - D General Pharma Cadmin Cadmin plus GSK CaldivitUnimed Unihealth Oscal D Oscal MDrug International Caldin plus Health Care Rocal D Rocal M Popular Ultracal D
  • 33. Brand Growth & Position (IMS 2nd quarter) Features 2010 2011 2012Sales (cr.) 1.40 1.96 2.66Growth (%)  5.71  30.96%  53.94Position 22 19 12
  • 34. Brand Prescription Share & Position (4P data, June - June) Features 2010 2011 2012Prescription Share 1.47 1.83 1.96Position 19 17 14
  • 35. Product Life Cycle Analysis Identifying Stages Features Introduction Growth Maturity Decline Sales Low High High LowInvestment Cost Very High High Low Low Low or no Competition High Very High Low competition Advertising Very High High High Low Profit Low High High Low
  • 36. SWOT AnalysisStrengths: Quality: RM source from Calmax, Germany Enthusiasm: Field Forces Good support: DPL shareholder doctors and gynecologists Affordability: Only 4 tk/tab
  • 37. SWOT AnalysisWeaknesses: Less number of MPOs than top tier competitors Uncovered districts: Bandarban, Rangamati, Khagrachari Uncovered chemist shops
  • 38. SWOT AnalysisOpportunities: Large market size: 196.16 cr. Highly growing market: 29.56% Enlargement: Doctor & Chemist coverage
  • 39. SWOT AnalysisThreats: Aggressive marketing of the competitors Unethical practices of some unauthorized brands Other generics: Calcium lactate, Calcium gluconate etc
  • 40. Conclusion 4th positioned value added brand of DPL (2010 & 2011) Doctors feedback is very good Patients compliance is also good
  • 41. Q&A
  • 42. Thank you…