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Brand plan for 2010 glycomet (us vitamin) - mitesh shah

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    Brand plan for 2010   glycomet (us vitamin) - mitesh shah Brand plan for 2010 glycomet (us vitamin) - mitesh shah Document Transcript

    • YEAR 2010 BRAND PLAN FOR 2010 BRAND – GLYCOMET (US VITAMIN) PREPARED BY : MITESH SHAH SUBMITTED TO : Mr. PRATIM VORA YEAR 2010
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) EXECUTIVE SUMMARY To provide our manager, our peers and our Representatives with a clear and concise review of the primary strategies, the tactics and the performance objectives that we have planned for the upcoming year. The reader of our Executive Summary should be able to answer the following regarding our responsibilities, objectives and measurements for the year: Our annual unit sales and revenue objectives for the year. Our most recent years' performance compared to our projected performance. The primary strategies and tactics that will get us there. Our customer segmentation scheme by history and by forecast. Our rationale for our targeted regions and territories. An overview of sales of our organization. Our anticipated requirements for hiring, training and developing sales personnel. Our measurement criteria.  This should concisely highlight brnd Plan.  This must be appealing, compelling and well organized enough for the reader to obtain a very comprehensive understanding of our entire market and our plan of attack. PRESENTATION TEXT BY MITESH SHAH 2 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) TABLE OF CONTENT Sl. No. Particular Page No. Company – US Vitamin profile 05  India Operation 05  Therapeutically segments covered in India 05  Business unit 05  Market Standing 06  Marketing capabilities 06  Distribution Network 07  Partners in India 07  Manufacturing facilities 08  Diabetes 08  Market in world 10 Brand – Glycomet Detail 11 Product Design 12 Price 14 Promotional Strategies 15  Effective promotional strategy 15  Pre Launch Activities 15  Post Launch Activities 16 Situational and Competitive Analysis 17 SWOT Analysis 19 PRESENTATION TEXT BY MITESH SHAH 3 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) Anti Diabetic Drugs – Existing Brands 21  Sales Plan 32  Sales Planning for the sales manager 32   Sales Objectives 33   Hiring Plan 42  Recruiting, Hiring and Training Table 43  Training Requirement 45  Plan our Incentive Package 45  Award Programs 46 Report and Monitor 48 PRESENTATION TEXT BY MITESH SHAH 4 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) COMPANY – USV PROFILE INDIA OPERATIONS  USV total sales for the year 2008-09 were Rs. 6050 million.  USV sales in India contribute to 68% of our total business.  USV rank 23rd in the Indian Pharmaceutical Industry (Source: ORG; April 2009) with leadership positions in several product categories. THERAPEUTIC SEGMENTS COVERED IN INDIA INCLUDE  Diabetes  Nutritional  Gynaecology  Cardiovascular  Respiratory  Paediatrics  Orthopaedics  Dermatology  CNS BUSINESS UNIT  The domestic operations are divided into six business units each with separate infrastructure for sales and marketing. Condor Centra  Focus on Diabetes  Focus on Neurology and Corvette Psychiatrist  Focus on Cardiology Conquer Pharma  Focus on Diabetes and  Focus on Gynecology, Cardiology Dermatology, Respiratory Cosmeceutical and Pediatrics  Focus on Dermatology and Cosmetology PRESENTATION TEXT BY MITESH SHAH 5 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) Market standing  Leader in Diabetes & Cardiology in terms of prescription generation.  Presence in Cosmetology with a leading European brand.  Presence in Nutritionals, Respiratory, Gynecology through innovative products from partners in USA and Europe.  USV lead the oral anti-diabetic segment in India in terms of value as well as prescriptions. USV have maintained a leadership position in this segment for almost two decades.  32% of our sales are contributed by the anti- diabetic portfolio, which includes insulin.  We lead in the cardiovascular disease segment in terms of prescription generation. In terms of value, we rank amongst the first 10 companies in India. The cardiology portfolio contributes 32% to our sales.  Presence in Respiratory, Nutritionals, Orthopedics and Gynecology segments is attributed to innovative products through partnerships with companies from Europe and USA.  We have a significant presence in Dermatology with a leadership position in the anti-acne segment. We have recently launched Sebamed range of skin-care products from Europe.  USV has also ventured into the CNS segment with the launch of a new division to cater the needs of Neurologists and Psychiatrists. MARKETING CAPABILITIES  We have a focused marketing team for every business unit. The emphasis is on brand building:  Rigorous and regular medical and sales training of the field force  Enhancing knowledge about our products and related disease among physicians by organizing Continuing medical education programs  Enhancing detection of undiagnosed diseases through detection camps  Enhancing patients' awareness about diseases by organizing several patient education programs  Ethical promotion of pharmaceutical products  Some examples of our Brand Building Capabilities  We are the 3rd largest by prescription for calcium product  Our products have leadership positions in anti-oral diabetic, anti-coagulant and multivitamin (without minerals) markets  Our focused marketing capabilities and ethical promotion of scientific products resulted in establishing premium brands PRESENTATION TEXT BY MITESH SHAH 6 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) DISTRIBUTION NETWORK  A 1300 strong sales team works to provide essential product information to over 150,000 Physicians and the distribution network of 1,270 stockiest and 55,000 retailers has the volume handling capability to deliver products to markets in the fastest possible time.  Central Warehouse  22 Clearing & Forwarding (C&F) Agents  1270 Distributors  55,000 Retailers  Cold Chain capability PARTNERS IN INDIA Therapeutic Year of Company Product category partnership Novartis, India Vildagliptin Diabetes 2008 Roche Xenical Anti-Obesity 2008 Sebapharma, Sebamed Cosmeceuticals 2006 Germany Fujix Inc., Japan TripleACal Nutritional 2004 Kissei, Japan Kissei, Japan Diabetes 2006 Engelhard, Prospan Respiratory 2005 Germany Alfa Wassermann, Fluxum Cardiology 1994 Italy Cimab IORT3 Nephrology 1994 OM Pharma, Broncho- Respiratory 2005 Switzerland Munal PRESENTATION TEXT BY MITESH SHAH 7 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) MANUFACTURING FACILITIES  US & EU approved solid oral dosages facility  The EU approved plant for tablets, coated tablets and capsules is state-of-the-art. Built to cGMP standards and ICH guidelines, it is designed for unidirectional flow of material.  The plant offers 6 packaging options including Blister, Strip, Alu-Alu, Pouch, Bottle packaging and Bulk packaging. Bottle packaging will be available shortly.  Some highlights of this plant include centralized automated control systems that detect minor variations in air and temperature levels in sterile zones, building maintenance and water facilities that conform to international standards, and back-up systems that ensure minimal downtime.  Salient features  Tablets, coated tablets and capsules.   Built to cGMP standards and ICH guidelines.  WHO-GMP approved.  Single shift capacity o Tablets 3 billion o Capsules 1.5 billion.  Approved by National Health Authority of Finland.  New inject able facility validated by US FDA DIABETES  The global prevalence of Diabetes is estimated to increase from 4% in 1995 to 5.4% by the year 2025.  Diabetes is steadily assuming epidemic proportions globally. As per IDF Atlas 2003, a 62% increase in incidence of Diabetes is expected by year 2025.  Incidence of Diabetes is no longer restricted to the US & Europe.  In fact, maximal increase in the incidence of Diabetes is observed in the Developing world. This is corroborated by the following observations: Continent Year 2003 Year 2025 % Incidence Estimates Change SE Asia 39.3 81.6 108 Rest Asia + Aust. 43.0 75.8 76 Africa 7.1 15.0 111 Latin America 14.2 26.2 85  Family history of Diabetes, Age, Body Mass Index (BMI), waist to hip ratio and a sedentary life-style showed positive association with diabetes in Indian population. PRESENTATION TEXT BY MITESH SHAH 8 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)  Our existing Brands for Diabetic Treatments o Duotrol o Glizide o Glyboral o Glycomet o Glycomet SR o Glynase o Glynase MF o Glynase XL o GP 1 & 2 o Pioz PRESENTATION TEXT BY MITESH SHAH 9 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) MARKET IN WORLD  Sri Lanka  USV ranks 13th among pharmaceutical companies in this market.  5 brands feature among the top 30 brands (IMS Dec. 08)  In the OHA segment Metformin and Pioglitazone are leaders.  In the Cardiovascular disease also USV is leading company.  Myanmar  We have a strong presence in the Nutritionals, Cardiovascular & Anti-Diabetes segments through promotion of our products by an active and aggressive field force. Our Multivitamins, Piolitazone and Fenofibrate are leaders in their respective segments. Cambodia  Our approach in Cambodia is to create an awareness for and acceptance of Chronic Care segments, that is, Diabetes and Cardiovascular diseases. We have a strong presence in Multivitamin and Pain Management segments. Our focus is on brand building through an aggressive sales team and strong distribution. Singapore  USV has a strong presence in the diabetes segment in the Diabetes segment. Glycomet the star product is available in many hospitals through tenders. AFRICA  USV present Uganda, Sudan and Kenya. A blend of Cardiology and Anti-diabetes products along with select Nutritionals are promoted in these countries by Distributors.  USV will soon be launching products in the Francophone region with business commencing in Benin, Cameroon, Ivory Coast, Niger and Burkina Faso. CIS  USV operates in Kazakhstan and Ukraine through its own field force, working towards building strong brand equity with leading Endocrinologists and Cardiogolists. USV also a presence in the Nutritionals and Pain Management segments in these markets. PRESENTATION TEXT BY MITESH SHAH 10 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) BRAND – GLYCOMET DETAIL Glycomet Ingredients Each tablet contains metformin 500mg, 850mg, 1000mg Category Anti-hyperglycemic, insulin sensitizer  Obese/non obese type 2 diabetes mellitus, as a monotherapy or in combination with sulfonlyureas, Indications thiazolidinediones and insulin  It is also used in type 1 diabetes along with insulin  Polycystic ovarian syndrome Dosage 1/2 tablet to 2 tablets once daily to be taken before or after meals. Products under patents are offered for sale Disclaimer only in those countries where patents have expired. The FDA approved this medication in December, 1994 Countries Trade Name of Glycomet USA Glucophage, glucophage xr, glumetza Apo-metformin, gen-metformin, glucophage, Canada glycon, novo-metformin, nu-metformin Mexico Dabex, dimefor, glucophage Gluformin l, gluformin, bigesens, bigomet, cetapin, diaformin, diamet, dibeta-sr, Other Countries dibimet, e met, emfor, zetfor, zomet, glyciphage, glycomet. PRESENTATION TEXT BY MITESH SHAH 11 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) PRODUCT DESIGN GLYCOMET (metformin hydrochloride) Tablets 500 mg Bottles of 100 500 mg Bottles of 500 850 mg Bottles of 100 1000 mg Bottles of 100 GLYCOMET 500 mg tablets  Round  White to off-white  Film-coated tablets debussed with “BMS 6060” around the periphery of the tablet on one side  “500” debussed across the face of the other side GLYCOMET 850 mg tablets  Round  White to off-white  Film-coated tablets debussed with “BMS 6070” around the periphery of the tablet on one side  “850” debussed across the face of the other side. GLYCOMET 1000 mg tablets  White  Oval  Biconvex  Film-coated tablets with “BMS 6071” debussed on one side and “1000” debussed on the opposite side PRESENTATION TEXT BY MITESH SHAH 12 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)  A bisect line on both sides GLYCOMET XR (metformin hydrochloride) Extended-Release Tablets 500 mg Bottles of 100 750 mg Bottles of 100 GLYCOMET XR 500 mg tablets  White to off-white  Capsule shaped  Biconvex tablets  “BMS 6063” debussed on one side  “500” debussed across the face of the other side GLYCOMET XR 750 mg tablets  Capsule shaped  Biconvex tablets  “BMS 6064” debussed on one side  “750” debussed on the other side  The tablets are pale red and may have a mottled appearance PRESENTATION TEXT BY MITESH SHAH 13 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) PRICE Product Price Quantity Glycomet 500mg Rs. 12.22 10 Tablets Glycomet 850mg Rs. 16.40 10 Tablets Glycomet 1000mg Rs. 32 10 Tablets Glycomet XR 500mg Rs. 20.24 10 Tablets Glycomet XR 750mg Rs. 32 10 Tablets PRESENTATION TEXT BY MITESH SHAH 14 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) PROMOTIONAL STRATEGY Effective Promotional Strategy  Advertising media  Print media (newspaper, magazine, classified ads, brochure)  Networking  Business cards  Tee shirts, hats, buttons, pens  Printed promotional material  Audio-visual and computer-based promotional material  Develop a promotional strategy that uses various media for promoting our brand. Monitor the different media identifying those that most effectively promote our brand. Concentrate on developing material for these formats that clearly identifies our brand. PRE LAUNCH ACTIVITIES  The target audience for the horizon scanning and planning information includes:  NHS(National Health  Formulary or directorate Service) Commissioners pharmacists  PCT(Primary care trust)  Senior pharmacy managers pharmacists  Directors of Public  Finance directors Health  National Horizon Scanning  Chief executives Centre  NICE implementation leads  Department of Health  The target audience for New Medicines Profiles and Therapeutic Class Summaries is:  Medicines information  Formulary or directorate pharmacists pharmacists  PCT pharmacists  Senior pharmacy managers  Prescribers from primary and secondary  Prescribing committees care PRESENTATION TEXT BY MITESH SHAH 15 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) POST LAUNCH ACTIVITIES  Time to market: Worst enemy of the regulator  Reducing uncertainties that preexist when drugs are taken into the market (long term outcomes, efficacy/safety in some populations)  Commitments: which data should be collected post launch?  Grey zone, not specifically regulated, unclear ownership and funding  Need for stakeholder collaboration  Need for incentives: case of personalized (stratified) medicine PRESENTATION TEXT BY MITESH SHAH 16 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) SITUATIONAL & COMPETITIVE ANALYSIS Situational Analysis  Some of the factors to be considered in conducting a situational analysis are:  The economic structure of the India and its individual communities  Topographical and other physical characteristics of the India  Governmental, public, private, community, and other support systems available  Characteristics of the population, including: o Educational levels o Cultural characteristics o Life styles and living standards o Primary occupations o Income levels o Communities and their distinguishing characteristics o Mobility and rates on inflow and outflow of citizens o Any other aspect of society that may be useful in assessing factors such as attitudes, motivation, and other characteristics of individual learner groups.  A useful tool in performing a Situation Analysis is what we might call The C's of Marketing. The C's of marketing help companies focus on key elements that apply directly to marketing. The 5 C's of Marketing can be summarized as:  Company  The product time line, experience in the market, etc.  Collaborators  Distributors, suppliers, and alliances. These are for companies that you work with on a day to day basis to help company run.  Customers  This is our market. Ask yourself what benefits they are looking for. Where the customer does actually purchases your product? How the product is purchased (internet, etc)? Understand the quantity a customer will purchase and even trends in consumer tastes. PRESENTATION TEXT BY MITESH SHAH 17 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)  Competitors  Both our actual and potential competitors and those that directly or indirectly compete with us. Understand our products, positioning, market shares, strengths and weaknesses.  Climate (or Environment)  These are governmental policies and regulations that affect the market. It is also the economic environment around our company; which is the business cycle, inflation rate, interest rates, and other macroeconomic issues. Society's trends and fashions are found in the "climate." Important Factors to Consider in Competitive Analysis  Define target market.  Determine the size of the target market.  Drill down to specific segment within the target market.  Define the size and the revenue opportunity that segment represents.  Determine how fast the overall market and specific segment are growing.  Identify your direct and indirect competitors and understand their impact on you.  Identify the features that differentiate your product from the competitors. PRESENTATION TEXT BY MITESH SHAH 18 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) SWOT ANALYSIS Strengths  Low cost of production  Large pool of installed capacities  Efficient technologies for large number of Generics.  Large pool of skilled technical manpower  Increasing liberalization of government policies Opportunities  Aging of the world population  Growing incomes  Growing attention for health  Saturation point of market is far away  New therapy approaches  New delivery systems  Globalization  Easier international trading  New markets are opening Weakness  Fragmentation of installed capacities  Low technology level of Capital Goods of this section  Non-availability of major intermediaries for bulk drugs  Lack of experience to exploit efficiently the new patent regime  Low key R&D  Low level of strategic planning for future and also for technology forecasting Threats  Containment of rising health-care cost  Stricter registration procedures  High entry cost in newer markets  High cost of sales and marketing  Competition, particularly from generic products  More potential new drugs and more efficient therapies  Switching over form process patent to product patent  Drug Price Control Organization (DPCO) PRESENTATION TEXT BY MITESH SHAH 19 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) To create a brand promise, it should be:  Grounded in the brand’s core values  Clearly relevant and engaging to our target market  Repeated internally and externally within our organization  Adaptable to the climate  Continually reinforced  Consistent across advertising and marketing mediums PRESENTATION TEXT BY MITESH SHAH 20 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) ANTI DIABETIC DRUGS – EXISTING BRANDS (SOURCE – INDIAN DRUG RECORD) ANTI DIABETIC DRUGS COMPANY MARKET NAME QUANTITY PACKING INGREDIENT NAME NAME PREPARATION OF BIGESENS ZYDUS CADILA 500MG 10 TAB XR METFORMIN 1GM 10 TAB XR OTSIRA BIGOMET 250MG 10TAB GENETICA 500MG 10TAB 850MG 10TAB 500MG 10 TAB SR 1000MG 10 TAB SR CETAPIN AVENTIS 500MG 10TAB D-BAY ARGUS 500MG 10TAB 850MG 10TAB DAOMET JB CHEMICAL 500MG 10 TAB SR 100MG 10 TAB SR DIAFORMIN CFL 500MG 10TAB DIAMET BAL PHARMA 500MG 10TAB 850MG 10TAB 500MG 10 TAB SR 1000MG 10 TAB SR DIBETA-SR 500 TORRENT 500MG 10 TAB SR 1GM 10 TAB SR DIBIMET NOVARTIS 500MG 10TAB ELEGANT EMET 500MG 10TAB DRUGS EMFOR STADMED 500MG 10TAB PRESENTATION TEXT BY MITESH SHAH 21 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) EMNORM IPCA 250MG 10TAB 500MG 10TAB 850MG 10TAB ETFORMIN DEYS 500MG 10TAB CHEMECH FORMET 500MG 10TAB LABS 1GM 10 TAB SR FORMIN ALKEM 500MG 10TAB 850MG 15 TAB FORMIN-500 STATMED 500MG 10TAB FORMINAL ALEMBIC 500MG 10TAB 850MG 10TAB GLUFORMIN NPIL 500MG 10TAB 850MG 10TAB GLUFORMIN XL NPIL 500MG 10 TAB XR 1000MG 10 TAB XR GLUMET PROTEC 500MG 10TAB 850MG 10TAB GLUMET-XR PROTEC 500MG 10 TAB XR FRANCO GLYCIPHAGE 250MG 10TAB INDIAN 500MG 10TAB 850MG 10TAB 500MG 10 TAB SR GLYCOMET USV 500MG 10TAB 850MG 10TAB 1GM 10 TAB SR GLYREP EMCURE 500MG 10TAB 1GM 10TAB CADILA INSUMET 500MG 10TAB PHARMA 850MG 10TAB 500MG 10 TAB SR MELMET MICRO LABS 500MG 10TAB METCHEK RADIUS 500MG 10TAB 850MG 10TAB PRESENTATION TEXT BY MITESH SHAH 22 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) METCOM COMED 500MG 10TAB 850MG 10TAB METLONG PANACEA 500MG 10TAB METMIN JENBURKT 500MG 10 TAB MF-SR PIL 500MG 10 TAB SR 1GM 10 TAB SR RIOMET OD RANBAXY CV 500MG 10TAB 1GM 10TAB WALAPHAGE WALLACE 500MG 10 TAB 850MG 10 TAB XMET HEALTHEON 250MG 10 TAB 500MG 10 TAB 850MG 10 TAB ZETFOR RAPTAKOS 500MG 10 TAB 850MG 10 TAB 500MG 10 TAB CR ZOMET INTAS 500MG 10 TAB 850MG 10 TAB 500MG 10 TAB SR 1000MG 10 TAB SR COMBINATION OF RPG LIFE METFORMIN METFORMIN & BENCLAMET 10 TAB SCIENCE 400MG GLIBENCLAMIDE GLIBENCLAMID E 2.5MG BENCLAMET RPG LIFE METFORMIN 10 TAB FORTE SCIENCE 500MG GLIBENCLAMID E 5MG METFORMIN DIABETROL NPIL 10 TAB 500MG GLIBENCLAMID E 5MG METFORMIN DUOTOROL USV 10 TAB 500MG GLBENCLAMIDE 5MG MENARINI METFORMIN GLIBOMET 10 TAB RAUNAQ HCL 400MG PRESENTATION TEXT BY MITESH SHAH 23 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) GLIBENCLAMID E 2.5MG MENARINI METFORMIN 10 TAB GLIBOMET FORT RAUNAQ HCL 500MG FORTE GLIBENCLAMID E 5MG METFORMIN GLUCONIL-M BAL PHARMA 10 TAB HCL 500MG GLIBENCLAMID E 5MG METFORMIN GLUCORED SUN PHARMA 10 TAB 400MG GLIBENCLAMID E 2.5MG METFORMIN 10 TAB 500MG FORTE GLIBENCLAMID E 5MG METFORMIN GLUCOTRAC INTRA LABS 10 TAB 400MG GLIBENCLAMID E 2.5MG METFORMIN GLUCOTRAC PLUS INTRA LABS 10 TAB 500MG GLIBENCLAMID E 5MG WIN METFORMIN GLYCURB / FORT 8*7 TAB MEDICARE 400MG GLIBENCLAMID E 2.5MG METFORMIN 8*7 TAB 500MG GLIBENCLAMID E 5MG METFORMIN MELITUS NPIL 10 TAB 400MG GLIBENCLAMID E 2.5MG METFORMIN SUGATROL ARGUS 10 TAB 400MG GLIBENCLAMID E 2.5MG COMBINTION OF NUCRON METFORMIN BIMODE-M 10 TAB METFORMIN & GLIPIZIDE PHARMA 400MG GLIPIZIDE 2.5MG METFORMIN DIACON-M BAL PHARMA 10 TAB 500MG PRESENTATION TEXT BY MITESH SHAH 24 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) GLIPIZIDE 5MG METFORMIN DIACON-M BAL PHARMA 10 TAB 500MG GLIPIZIDE 5MG FRANCO METFORMIN GLIMET DS 10 TAB INDIAN 250MG GLIPIZIDE 2.5MG METFORMIN GLIPIMET AZTEC 10 TAB 400MG GLIPIZIDE 2.5MG METFORMIN GLUCOTROL-MF JENBURKT 10 TAB HCL 500MG GLIPIZIDE 5MG METFORMIN GLYNASE MF USV 10 TAB 500MG GLIPIZIDE 5MG METFORMIN LIPI-M DEYS 10 TAB 500MG GLIPIZIDE 5MG METAGLEZ/FORT OTSIRA METFORMIN 10 TAB E GENETICA HCL 400MG GLIPIZIDE 2.5MG METFORMIN METGLIB-500 TAURUS LABS 10 TAB 500MG GLIPIZIDE 5MG METFORMIN TRANASE-MF INTRA LABS 10 TAB 500MG GLIPIZIDE 5MG METFORMIN ZIDMIN TRIDOSS 10 TAB 500MG GLIPIZIDE 5MG COMBINATION OF METFORMIN METFORMIN & AZUKON-M TORRENT 10 TAB 500MG GLICLAZIDE GLICAZIDE 80MG METFORMIN COMZID-M COMED 10 TAB HCL 500MG GLICAZIDE 80MG DIABEND-M BAL PHARMA METFORMIN 10 TAB PRESENTATION TEXT BY MITESH SHAH 25 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) 500MG GLICAZIDE 80MG METFORMIN DIANORM-M CARSYON 10 TAB 500MG GLICAZIDE 80MG METFORMIN DIATROL-M ARGUS 10 TAB 5OOMG GLICAZIDE 80MG METFORMIN EUCLIDE-M ALKEM 10 TAB 500MG GLICAZIDE 80MG METFORMIN GLICAMET BIOCHEM 10 TAB HCL 500MG GLICAZIDE 80MG METFORMIN GLICLAZ-M KHANDELWAL 10 TAB 500MG GLICAZIDE 80MG MODI-MUNDI METFORMIN GLIDIET-M 10 TAB PHARMA 500MG GLICAZIDE 80MG WIN METFORMIN GLIDIET-M 10 TAB MEDICARE 500MG GLICAZIDE 80MG METFORMIN GLIZA-MF STADMED 10 TAB HCL 500MG GLICAZIDE 80MG METFORMIN GLIZID-M PANACEA 10 TAB 500MG GLICAZIDE 80MG METFORMIN GLUCOFIT-M RAPTAKOS 10 TAB HCL 500MG GLICAZIDE 80MG MEDLEY METFORMIN GLUCOZID-M 10 TAB PHARMA HCL 500MG GLICAZIDE 80MG METFORMIN GLYCHEK-M INDOCO 10 TAB HCL 500MG PRESENTATION TEXT BY MITESH SHAH 26 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) GLICAZIDE 80MG METFORMIN GLYCIGON-M ARISTO 10 TAB 500MG GLICAZIDE 80MG GLYCINORM-M METFORMIN IPCA 10 TAB 8OMG 500MG GLICAZIDE 80MG METFORMIN GLYGARD-M CIPLA 10 TAB HCL 500MG GLICAZIDE 80MG MANKIND METFORMIN GLYKIND-M 10 TAB PHARMA 500MG GLICAZIDE 80MG CADILA METFORMIN GLYLOC-M 10 TAB PHARMA HCL 500MG GLICAZIDE 80MG METFORMIN GLERED-M NOVARTIS 10 TAB HCL 500MG GLICAZIDE 80MG METFORMIN GLZ PLUS ALEMBIC 10 TAB 500MG GLICAZIDE 80MG METFORMIN LIZ-M DEY'S 6 TAB 500MG GLICAZIDE 80MG METFORMIN LYCAZID-M JAGSONPAL 1O TAB HCL 500MG GLICAZIDE 80MG VENUS METFORMIN MINTIDE 10 TAB REMEDIES HCL 500MG GLICAZIDE 80MG METFORMIN NUZIDE-M INTAS 1O TAB 500MG GLICAZIDE 80MG DR. REDDY'S METFORMIN RECLIMET 10 TAB LAB 500MG GLICAZIDE 80MG PRESENTATION TEXT BY MITESH SHAH 27 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) METFORMIN WALFORMIN WALLACE 10 TAB HCL 500MG GLICAZIDE 80MG METFORMIN ZYDE-MF PIL 10 TAB HCL 500MG GLICAZIDE 80MG COMBINATION OF METFORMIN METFORMIN WITH AZULIX 1/2 MF NOVARTIS 10 TAB 500MG GLIMEPRIDE GLIMEPRIDE 1MG AZULIX 1/2 MF METFORMIN TORRENT 10 TAB FORTE 1000MG GLIMEPRIDE 1MG METFORMIN BETAGRIM-M PANACEA 10 TAB 500MG GLIMEPRIDE 1MG METFORMIN BI DAORYL-M JB CHEMICAL LAYERED 10 TAB TABLET GLIMEPRIDE 1MG METFORMIN EUGLIM-M-1/2 ZYDUS CADILA 10 TAB 500MG GLIMEPRIDE 1MG GLIMIPREX-MF OTSIRA METFORMIN (SUSTAIN 10 TAB GENETICA 500MG RELEASE) GLIMEPRIDE 1MG METFORMIN GLIMPIL-MF (SR) PIL 10 TAB 500MG GLIMEPRIDE 1MG GLISTA M1/M2 CADILA METFORMIN 10 TAB (SR) PHARMA 500MG GLIMEPRIDE 1MG METFORMIN GLM (SR) SYSTOPIC 10 TAB 500MG GLIMEPRIDE 1MG PRESENTATION TEXT BY MITESH SHAH 28 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) GLUFORMIN METFORMIN NPIL 10 TAB G1/G2-SR 500MG GLIMEPRIDE 1MG METFORMIN GMT-SR INDOCO 10 TAB 500MG GLIMEPRIDE 1MG METFORMIN METRIDE-SR UNISEARCH 10 TAB 500MG GLIMEPRIDE 1MG METFORMIN METRIDE PLUS UNISEARCH 10 TAB 500MG GLIMEPRIDE 1MG PIOGLITAZONE 15MG METFORMIN PRICHEK-M INDOCO 10 TAB 500MG GLIMEPRIDE 1MG METFORMIN ZORYL M - SR INTAS 10 TAB 500MG GLIMEPRIDE 1MG COMBINATION OF METFORMIN METFORMIN WITH ENSELIN 2MF TORRENT 10 TAB 500MG ROSIGLITAZONE ROSIGLITAZONE 2MG METFORMIN ENSELIN-4MF TORRENT 10 TAB 500MG ROSIGLITAZONE 4MG ENSELIN 2MF METFORMIN TORRENT 10 TAB FORTE 1000MG ROSIGLITAZONE 2MG ENSELIN 4MF METFORMIN TORRENT 10 TAB FORTE 1000MG ROSIGLITAZONE 4MG METFORMIN REZULT-M AZTEC(SUN) 10 TAB 500MG ROSIGLITAZONE 2MG PRESENTATION TEXT BY MITESH SHAH 29 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) METFORMIN REZULT M4 AZTEC(SUN) 10 TAB 500MG ROSIGLITAZONE 4MG METFORMIN ROGLIN-M2 ARISTO 10 TAB 500MG ROSIGLITAZONE 2MG METFORMIN ROGLIN-M4 ARISTO 10 TAB 500MG ROSIGLITAZONE 4MG METFORMIN ROSICON-MF HEALTHEON 10 TAB 500MG ROSIGLITAZONE 2MG METFORMIN ROSIMET PANACEA 10 TAB 500MG ROSIGLITAZONE 2MG METFORMIN ROSINORM-M MICRO LABS 10 TAB 500MG ROSIGLITAZONE 2MG METFORMIN ROSIZON-MT EMCURE 10 TAB 500MG ROSIGLITAZONE 4MG COMBINATION OF METFORMIN METFORMIN WITH G-TASE M-ER UNISEARCH 10 TAB 500MG PIOGLITAZONE PIOGLITAZONE 15MG METFORMIN GLITA-M-CR STADMED 10 TAB 500MG PIOGLITAZONE 15MG METFORMIN GLIZONE M 15/30 ZYDUS CADILA 10 TAB 500MG PIOGLITAZONE 15MG METFORMIN PIANORM-M-CR CARSYON 10 TAB 500MG PIOGLITAZONE 15MG METFORMIN PIOGLAR-M STANCARE 10 TAB 500MG PRESENTATION TEXT BY MITESH SHAH 30 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) PIOGLITAZONE 30MG METFORMIN PIOGLIT-MF SUN PHARMA 10 TAB 500MG PIOGLITAZONE 7.5MG METFORMIN PIOKAP MF KAPL 10 TAB 500MG PIOGLITAZONE 15MG METFORMIN PIOGLU-M EMCURE 10 TAB 500MG PIOGLITAZONE 30MG METFORMIN PIOLET M SR INTAS 10 TAB 500MG PIOGLITAZONE 15MG OTSIRA METFORMIN PIOSAFE-MF SR 10 TAB GENETICS 500MG PIOGLITAZONE 15MG METFORMIN PIOZONE M NPIL 10 TAB 500MG PIOGLITAZONE 15MG CADILA METFORMIN PIOZULIN M15 SR 10 TAB PHAARMA 500MG PIOGLITAZONE 15MG CADILA METFORMIN PIOZULIN M30 SR 10 TAB PHAARMA 500MG PIOGLITAZONE 30MG METFORMIN PIZORAD-MSR RADIUS 10 TAB 500MG PIOGLITAZONE 15MG PRESENTATION TEXT BY MITESH SHAH 31 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) SALES PLAN SALES PLANNING FOR THE SALES MANAGER  Following steps are required for building a Winning Sales Plan  Summarize our Objectives  Identify the Strategic Objectives  Assess Prior Sales Performance  Segment our Customers  Set This Year's Objectives  Develop Territories Action Plans  Develop Key Accounts Plans  Measure and Monitoring Results  Establish our Annual Sales Planning Cycle  Write the Executive Summary  There are three primary sections to the Sales Plan:  Understand our Sales Objectives  Develop our Action Plans o Rep Territory Plans o Rep Key Account Plans  Measure and Report our Results  The next page outlines how the Sales Plan that we will develop fits into the overall planning requirements of the business. PRESENTATION TEXT BY MITESH SHAH 32 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) Understand our Sales Objectives  Identify the Sales objectives:  To present an overview of our brand's sales objectives as they are defined in our objectives.  This introductory section of our Sales Plan requires us to identify the specific overall sales objectives as reflected in the annual plan. The purpose of this exercise is to ensure that we clearly understand the sales requirements of the brand plan on a quarterly basis and the company's overall brand planning objectives.  The template that is on the next page is a generic table that should be modified and filled in to reflect the specific definitions of our own products. This particular template defines the quarterly sales objectives for products in terms of sales revenue, units and market share. In fact, we may have just one product and additional objectives that we monitor.  Objectives:  Modify this template to fit our own requirements and fill in the Sales Revenue numbers, the unit Sales numbers and the market share percentages by quarter. PRESENTATION TEXT BY MITESH SHAH 33 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) Category Q1 Q2 Q3 Q4 Total Total Sales(Rs) Sales of Glycomet 500mg Unit Sales of Glycomet 500mg Sales of Glycomet 850mg Unit Sales of Glycomet 850mg Sales of Glycomet 1000mg Unit Sales of Glycomet 1000mg Sales of Glycomet XR 500mg Unit Sales of Glycomet XR 500mg Sales of Glycomet XR 750mg Unit Sales of Glycomet XR 750mg Market Share of Glycomet 500mg % % % % % Market Share of Glycomet 850mg % % % % % Market Share of Glycomet 1000mg % % % % % Market Share of Glycomet XR 500mg % % % % % Market Share of Glycomet XR 750mg % % % % % Summarize the existing sales performance  Objective of this section is to present the sales data that identifies...  The historical sales performance during the past one to three years depending on the specific performance criteria, and...  The current sales performance.  The intent of this section is to help understand the current perspective of the sales and market share performance of the company. PRESENTATION TEXT BY MITESH SHAH 34 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)  The information displayed in below graphs should set the stage that will enable us to set this year's objectives.  Outlined below are specific sales performance templates of graphs and tables that should be modified to reflect our own products and the types of objectives that we report. Total Net Sales: 5 years history / this year's BUSINESS PLAN  The first graph outlines total net sales (in this example by Rs) for the prior five years with the current BRAND PLAN projection of sales for 2010-2011. Total Net Sales By Year: Actual to Plan Actual Sale(Rs. In Cr) Plan Sale (Rs. In Cr) 25 13 15 7 9 10 7.5 8 10.3 11 13 2005 2006 2007 2008 2009 2010  Having displayed in the prior graph a baseline of historical annual performance and compared this to this year's BRAND PLAN objective, this next graph would display the prior year's sales performance by quarter compared to the sales plan objectives.  The use of this data is to graphically show us how the sales results have trended during the prior year and provide us with a guideline for setting our quarterly objectives for this upcoming year. PRESENTATION TEXT BY MITESH SHAH 35 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) Sales Result For Prior Year By Quarter Compared To Plan Actual Sales(Rs. In Cr) Plan Sales (Rs. In Cr) 5.5 4 2.5 3 5 4 2.5 1.5 2009 Q1 2009 Q2 2009 Q3 2009 Q4  Market Share Graphs:  These graphs quickly display the positioning of our products compared to those of our competitors. Again, this information provides us with an historical baseline enabling us to more productively create our own objectives for this upcoming year.  Market Share Trend  This first displays an easy-to-read bar graph of market share growth over the period of the prior four years. PRESENTATION TEXT BY MITESH SHAH 36 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) Market Share Trend Over 4 Prior Years Zydus Cadila (Bigesens) Aventis (Cetapin) Novartis (Dibimet) USV (Glycomet) 13 10.3 11 8 5 5.5 7 10 8 6 8 5 6 7 4 2 2006 2007 2008 2009 Develop our Actions Plans  We will establish the objectives, the tactics and the primary action plans that will be used by us and by our Sales Representatives during the entire year. It is also in this section that we will work with our Sales Representatives to create their Territory Plans and their Key Account Plans. Segment our Customers  Segmentation Tiers  Objective of this is to present specific examples of customer segmentations as they relate to... o The numbers of target customers in each tier, and o The number of end users in each tier.  Segmentation by customer classifications should be used as a tool for us to... o Plan the specific type of sales tactics that we will use for each tier. o Determine the sales call frequency patterns that will be applied to each tier.  We should modify our own customer segmentation depending on... o The overall number of customers in our territory, and PRESENTATION TEXT BY MITESH SHAH 37 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) o The level of the complexity of the sale process, and o The maturity of our products in our markets. Create our Reach & Frequency Objectives  Objective of this is to present the monthly sales call frequency patterns that are expected of our Sales Representatives. Number Number of of calls Tiers physician's per month Priority 1 2 3 4 Totals Set This Year's Objectives  Objective of this section is to define the specific annual sales objectives in a clear and easy-to-understand manner which is both highly quantifiable and qualitative. Revenue and Market Share Objectives: J F M Q1 A M J Q2 J A S Q3 O N D Q4 Total Total Sales Sales in Rs of Glycomet 500 mg Sales Unit of Glycomet 500mg PRESENTATION TEXT BY MITESH SHAH 38 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) Sales in Rs of Glycomet 850 mg Sales Unit of Glycomet 850mg Sales in Rs of Glycomet 1000 mg Sales Unit of Glycomet 1000mg Sales in Rs of Glycomet XR 500 mg Sales Unit of Glycomet XR 500mg Sales in Rs of Glycomet XR 750 mg Sales Unit of Glycomet XR 750mg Market share of Glycomet 500mg Market share of Glycomet 850mg PRESENTATION TEXT BY MITESH SHAH 39 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) Market share of Glycomet 1000mg Market share of Glycomet XR 500mg Market share of Glycomet XR 750mg Set our End User Objectives  Objective of this is to define the specific monthly and quarterly end user objectives in a clear and easy-to-understand manner which is highly quantifiable. One of these tables should be completed for each product.  In the table shown below, the term, "Baseline" has been used to define the total end user population that we are beginning with."New" end users refer to the number of end users who have not previously been on any therapy. "Switched" end users refer to those end users that have transitioned from a competitor's product. J F M Q1 A M J Q2 J A S Q3 O N D Q4 Total End Users Base Line New Switches Total Set our Customer Objectives  Objective of this is to define the specific monthly and quarterly customer objectives in a clear and easy-to-understand manner which is highly quantifiable. One of these tables should be completed for each product.  In the table shown below, the term, "Baseline" has been used to define the total customer population that we are beginning with. "New “customers refer to the number of customers added each month. "Lost” customers refer to those customers that have transitioned from our product to a competitor's product. PRESENTATION TEXT BY MITESH SHAH 40 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) J F M Q1 A M J Q2 J A S Q3 Oct N D Q4 Total Customer Base Line New Lost Total Plan our Sales Force Structure  Objective of this is to define the critical objectives as they relate to the hiring, training and development of our Sales Manager, and our Sales Representatives. Organizational Structure  Objective of this is to graphically show the planned organizational structure for this year.  Shown below is a simple table of a structure that is currently being employed at a business unit level. Plan of Hiring Timetable  Objective of this is to identify...  When the hiring process will begin, and  When the position will be filled, and  When the training will take place, and  The timing for revenue impact in the territory. Hiring Plan  The following is a table of a hiring plan that should be developed over the period of our brand Plan.  We should identify in the table below the quarter in which we must have in place any new hires that are required to make our plan successful.  The purpose of this table is to create a visual map of our hiring plan for the entire year.  The next step in this process is for us to develop a detailed recruiting and training timetable that will provide the back up for these dates. PRESENTATION TEXT BY MITESH SHAH 41 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) Hiring Table Positions Q1 Q2 Q3 Q4 Total List any manager positions List the specific rep territories (number of people) List any staff positions Recruiting, Hiring and Training Table  Now that we have defined the quarterly timetable for our expansion or for our replacement hires during the year, we need to fill in the monthly table below with the various components of the hiring process to ensure our hiring objectives, and therefore, our sales objectives will be met. PRESENTATION TEXT BY MITESH SHAH 42 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) Recruiting, Hiring and Training Table Month Month Month Month Month Month Category 1 2 3 4 5 6 Profile Position Confirm approval Hire Recruiter Screening Interviewing Training Internal Training Field Monitor performance Fully Productive Review performance Plan our Training Needs and Requirements:  This details the training requirements for the following categories...  All new sales and marketing hires.  Developmental management training and education for our sales and marketing Manager.  Developmental sales and marketing skills training for our existing Representatives.  Developmental clinical training for our existing Representatives.  Other than the training for new hires, this training should be based on the job requirements of the various positions and our assessment of our current Representatives that some of them may not adequately fill those requirements. This inability may be due to a lack of experience or exposure or training. PRESENTATION TEXT BY MITESH SHAH 43 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)  Questions to be asked:  Is there any product related information that my sales force or I require to exceed our objectives?  Is there any company related information that my sales force must know to remain well informed?  Is there any new competitive information my sales force needs that will assist them in exceeding our objectives?  Are there any areas of weakness in sales skills, clinical knowledge, territory knowledge or account management skills that can be taught or reinforced through training?  Are there skills that I need to improve my capabilities of sales management? Total Number of customers within territory Number of target customers as a percentage of total % Coverage of target customers (YTD) % Number of accounts in territory % Number of target accounts as a percentage of total % Daily Call Average Training Requirements Training Requirements Category Jan Feb Mar Apr May Jun July Aug Sep Oct Nov Dec Sales Manager Development of Education Management Skills Training New Hires PRESENTATION TEXT BY MITESH SHAH 44 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) New Hire Training Current Reps Product Training Clinical Training Sales Skills Training Plan our Incentive Packages  This outlines the primary components of our annual incentive planning for our Representatives. Sales Representatives Incentive Planning  Before we begin to detail our incentive plan, we need to answer the following questions in as much detail as possible in order to ensure clarity not only for we but also for our Representatives and any other associated departments, such as Personnel and Finance, who will review and work with our incentive plan.  Answers to the following questions should be filled in as part of our Sales Plan.  The questions that should be answered here are similar to those above for the following...  What are the Objectives of our Incentive Plan?  What are the Measurements?  What are the Criteria that will be used?  What is the Time Frame?  What is the Pawet Table?  What is the Eligibility? Awards Programs  In addition to the annual incentive plan we have detailed above, the purpose of this section is to identify the primary incentive and award programs that will occur during the year and their proposed timetable. These may be specific incentive PRESENTATION TEXT BY MITESH SHAH 45 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) programs that are annual or quarterly, or award programs that will be given at national sales meetings.  Examples are: Sales Rep of the Year, Sales Rookie of the Year, and Council of Excellence. Incentive Description Territories Month Program Opportunity Segments What are the Opportunities? What are the Primary Tactics? Tactics or Budget or Return on Month to be Obj. Action Items Resources Required Investment Criteria Completed 1. 2. 3. 4. 5. PRESENTATION TEXT BY MITESH SHAH 46 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) REPORT AND MONITOR Report & Monitor  This section details the monthly reporting requirements. Recommended Monthly Reports  The importance of monthly reports is that they should provide an effective and efficient means of communicating results. Monthly reports should be developed by both we as well as the Sales Manager and by our individual Representatives.  Reports should be consistent in their format since they are going to be used as communication tools to a number of people in a variety of departments.  Reports should be short, concise and to the point detailing performance against objectives, primary accomplishments and items of primary interest.  Reports should be detailed and heavily quantifiable reporting both objectives and results.  Reports should be proactive rather than reactive and should avoid defining history "for the record".  Reports must be regarded as a useful tool and not "busy work"; therefore, they should be equally easy-to-complete and easy-to-read.  We can provide them with examples of a planning and monitoring format that have been used during the past year and proven to be a very effective tool among a large sales force.  They are typically the monthly report formats that are used by US Regional Directors.  These particular formats resulted from the Regional Directors working together to define a reporting and monitoring tool that would be useful to them as managers and useful as a communication vehicle for information given to other departments. PRESENTATION TEXT BY MITESH SHAH 47 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) Sales Month monthly sales report/forecast (template) dept/tea ………… m …………. This basic sales report/forecast tool is for a small or new businesses which do not yet have a computerized full management information system, which would normally integrate sales reporting with other business processes. Month cumulative (year to date) actua sales for month actual Plan variance % plan variance % l volumes/quantity/number number of orders average order value next month forecast f'cast Plan variance % f'cast plan variance % volumes/quantity/number number of orders average order value quarter forecast f'cast Plan variance % f'cast plan variance % volumes/quantity/number number of orders average order value year forecast f'cast Plan variance % f'cast plan variance % volumes/quantity/number number of orders average order value summary/forecast of sales performance and activities comments on internal services affecting sales and customers (e.g., order processing, customer services, stock, distribution and deliveries/installations, service support, invoicing, major/national contracts, new product development, recruitment and training, etc) PRESENTATION TEXT BY MITESH SHAH 48 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) competitor activity market comments (trends, developments, SWOT factors of note, i.e., strengths, weaknesses, opportunities, threats) Report compiled by ……………...………..….. Date ……………….. Leading and Lagging Indicators  It is recommend that we need to monitor both the "Leading" and the "Lagging" Indicators on a daily, weekly and monthly basis in order to track and consistently forecast the performance of our brand. By tracking these results in this manner, we keep our self fully knowledgeable of what is happening in the field and ensure that we and our brand will not be surprised.  Provided below are examples of indicators that we should consider monitoring:  We recommend that we begin this monitoring system formally, but use only a limited number of indicators to begin in order to assure that the process of data collection and reporting actually takes place consistently. Nothing would be more confusing to our management efforts than to begin this tracking process and then abandon because it became too difficult to administer. Leading Indicators to Monitor Daily Sales Flash of ex-factory (shipments) sales Wholesaler inventory levels New end user referrals Sales rep reports on new business Sales rep call activity reports Red Alerts: Competitive activity, reimbursement changes Red Alerts: Flag specific customer sales which drop >10% Field requests for marketing materials PRESENTATION TEXT BY MITESH SHAH 49 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) Lagging Indicators to Monitor Wholesaler outflow data Market demand data Reimbursement (Medicaid-US) claims data Pharmacy stocking reports IMS data Tier movement data Primary market research Define our Annual Planning Cycle  To define and outline the components of the annual planning cycle: The purpose of the following table is for we to plan out the primary planning activities for we as Manager and for our Representatives over the period of eighteen months. Planning Cycle Required J F M A M J J A S O N D J F M A M J J Input Input to Marketing Plan Create First rough draft of National Sales Plan Submit Budgets Plan Approvals Complete final National Sales Plan Complete all Regional and territory Plans PRESENTATION TEXT BY MITESH SHAH 50 STEVENS BUSINESS SCHOOL
    • BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN) Complete Target Account Plans Sales Meetings National Meetings Regional Meetings Territory Meetings PRESENTATION TEXT BY MITESH SHAH 51 STEVENS BUSINESS SCHOOL