Dispercam Marketing Plan @AxTantawy

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DISPERCAM, Marketing Plan for 2011

Markeiting & IMC plan for pharmaceutical product. using modern and emotional communication concept can be used for direct marketing by medical reps.

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Dispercam Marketing Plan @AxTantawy

  1. 1. DISPERCAM Marketing Plan for 2011 @AXTantawy 1
  2. 2. •Over-view •Market Place Step 1: Situation •BCG matrix analysis •POD vs. POP •SWOT analysis •Target segment selection Step 2: Market Agenda by AbdelRhman Tantawy •TOWS Matrix || actions Strategy •Positioning || Battle of minds •Objective Step 3: •Physician Communications •Hospital MIX •Direct consumer 2
  3. 3. by AbdelRhman Tantawy Step 1 SITUATION ANALYSIS Where are we ? 3
  4. 4. Over-view • Dispercam is a NSAID contain Piroxicam + Dispersible tablet • The main usage as anti-rheumatic , anti-inflammatory and analgesic • Unit market leader by AbdelRhman Tantawy anti-rheumatic , anti- Piroxicam Dispersible DISPERCAM inflammatory and analgesic 4
  5. 5. Market Place || IMS data analysis others 14% by AbdelRhman Tantawy Feldene Unites 41% Dispercam 45% 5
  6. 6. Market Place || IMS data analysis Soral supp others 6% 2% by AbdelRhman Tantawy Dispercam LE sales 27% Feldene 65% 6
  7. 7. That is Only the Piroxicam Market by AbdelRhman Tantawy 7
  8. 8. What about the rest of NSAID ? by AbdelRhman Tantawy 8
  9. 9. NSAID market Oral Supp Cataflam 50 Profined Olfen Voltarin 100 Catafast Dolphin by AbdelRhman Tantawy Brufen Celebrix AMP Voltarin Cataflam Olfen Feldene 10% 9
  10. 10. Big competition 10 by AbdelRhman Tantawy
  11. 11. Market Place || IMS Data by AbdelRhman Tantawy Feldene NSAID Piroxicam Dispercam 11
  12. 12. Market Place || Competitive Analysis • Primary : • Feldene : Original and the heavy support by Pfizer by AbdelRhman Tantawy • Secondary : • Voltaren: the no.1 AMP in Egypt • Profined : Supp. no.1 in Hospital and prescription • Cataflam : no.1 tablet • Brufen: his safety add advantage .. But not in tablet (syrup only) • Dolphin: recommended OTC product as a supp. 12
  13. 13. DISPERCAM + BCG matrix High Market Growth Rate by AbdelRhman Tantawy low High low Relative market share 13
  14. 14. DISPERCAM + BCG matrix High Market Growth Rate by AbdelRhman Tantawy low High low Relative market share 14
  15. 15. DISPERCAM + Product life cycle by AbdelRhman Tantawy We reach maturity and competition will elevate decline rate 15
  16. 16. DISPERCAM + Product life cycle by AbdelRhman Tantawy We reach maturity and competition will elevate decline rate 16
  17. 17. POD vs POP 17 by AbdelRhman Tantawy
  18. 18. POD vs. POP : Primary by AbdelRhman Tantawy POD-Dispercam POP POD-Feldene Sheep Safe Premium Powerful brand Fast F-Flash Ortho More activities Selective COX-II No ulcers 18
  19. 19. POD vs. POP : Secondary by AbdelRhman Tantawy POD-Piroxicam POP POD-NSAIDs Safe NSAID Fast Branded in Ortho Scale of D.F. COX-II selective No ulcers 19
  20. 20. DISPERCAM + SWOT analysis Strength Weakness Opportunity Safe Less sales activities by AbdelRhman Tantawy Fast Supp. Sheep Well known brand Threats Market growth Current competition Diclofenac shifting Heavy sales activities Safety awareness 20
  21. 21. by AbdelRhman Tantawy Step 2 MARKET STRATEGY Planning 21
  22. 22. Dispercam USPs • Safety (Selective COX-II) • Cost by AbdelRhman Tantawy • Dispersible • Longer duration on action (t ½ ) • Availability • Multi-dosage form (Tablet , Amp and supp) 22
  23. 23. DISPERCAM + Ansoff’s Grids Current Products New Products Market Penetration Product Development Current Market by AbdelRhman Tantawy Strategy Strategy Markets Market Development Diversification Strategy New Strategy 23
  24. 24. DISPERCAM + Ansoff’s Grids Current Products New Products Market Penetration Product Development Current Market by AbdelRhman Tantawy Strategy Strategy Markets Market Development Diversification Strategy New Strategy 24
  25. 25. TOWS Matrix Strength Weakness Safe Less sales activities Fast Supp. cheap Well known brand Opportunity Market Penetration Long turn activities by AbdelRhman Tantawy Market Growth Focusing Support supp. Diclofenac shifting Competitive shift Branding Safety awareness Threats Focus on B class Maintain specialty Current competition New product Heavy sales activities 25
  26. 26. Positioning 26 by AbdelRhman Tantawy
  27. 27. by AbdelRhman Tantawy We will process with two type of positioning 27
  28. 28. Ortho. positioning by AbdelRhman Tantawy We will process with two type of positioning 28
  29. 29. Ortho. positioning by AbdelRhman Tantawy We will process with two type of positioning Supp. positioning 29
  30. 30. by AbdelRhman Tantawy 1st ORTHO POSITIONING 30
  31. 31. The Situation 31 by AbdelRhman Tantawy
  32. 32. The situation • Due to market size and current situation (life cycle, BCG and Ansoff’s Grids) , we have two ways to penetrate the market : by AbdelRhman Tantawy 32
  33. 33. The situation • Due to market size and current situation (life cycle, BCG and Ansoff’s Grids) , we have two ways to penetrate the market : by AbdelRhman Tantawy 1st: New indication or segment 2nd: focus on current market 33
  34. 34. The situation • Due to market size and current situation (life cycle, BCG and Ansoff’s Grids) , we have two ways to penetrate the market : by AbdelRhman Tantawy 1st: New indication or segment 2nd: focus on current market • Due to NSAID market size we recommend 2nd way for branding 34
  35. 35. Focus 35 by AbdelRhman Tantawy
  36. 36. Physician – Ortho Doctors by AbdelRhman Tantawy The analgesic and anti- inflammatory is the most proscribed drug in ortho Rx. 36
  37. 37. Physician – Ortho Doctors by AbdelRhman Tantawy Ortho Doctors prefer Piroxicam Amp and Diclofenac Tab t(1/2) = 72 hours Amp tablet 37
  38. 38. Physician – Ortho Doctors by AbdelRhman Tantawy Doctor need one name with multi-dosage form to easily complete the his Rx. We have it ,, lets work on it 38
  39. 39. by AbdelRhman Tantawy 2nd SUPP POSITIONING 39
  40. 40. Supp by AbdelRhman Tantawy Supp market share are almost not significant 40
  41. 41. Supp by AbdelRhman Tantawy Supp market share are almost not We need to focus on supp. As significant individual product 41
  42. 42. by AbdelRhman Tantawy Step 3 COMMUNICATIONS MIX actions 42
  43. 43. Objectives Position Dispercam as Elevate market share Brand name reminding choice no,1 in Ortho Rx by AbdelRhman Tantawy Shifting from other Supp market NSAID penetration 43
  44. 44. Target Segments Dispercam Direct Physician consumer by AbdelRhman Tantawy AMP + Tablet Supp AMP + Tablet Supp Ortho Pediatric Bone pain Pediatric General Hospitalized analgesic 44
  45. 45. Target Segments Dispercam Direct Physician consumer by AbdelRhman Tantawy AMP + Tablet Supp AMP + Tablet Supp Ortho Pediatric Ortho Pediatric General Hospitalized Direct consumer 45
  46. 46. 2011 Campaigns by AbdelRhman Tantawy 3. Direct 1. Ortho 2. Hospital consumer 46
  47. 47. 1. ORTHO 47 by AbdelRhman Tantawy
  48. 48. Creative idea Generation by AbdelRhman Tantawy • Dispercam is no.1 between Piroxicam (unite sales) • Piroxicam is the drug of choice for Ortho 48
  49. 49. DISPERCAM by AbdelRhman Tantawy Choice no.1 Between Bone Analgesics* 49
  50. 50. 6 5 5 4 3 3 by AbdelRhman Tantawy 2 2 1 1 0 Asprin NSAID COX-II Dispercam competitors 50
  51. 51. HOW ?? 51 by AbdelRhman Tantawy
  52. 52. Creative idea Generation by AbdelRhman Tantawy Lets celebrate Thanks for segmentation and positioning 52
  53. 53. Promotion materials Event, Group Printing materials Giveaways meeting by AbdelRhman Tantawy Special edition free Extra Bonus samples *Campaign theme and visuals will be provided in IMC plan 53
  54. 54. Promotion materials by AbdelRhman Tantawy Only No.1 Physician campaign specialized in target Ortho 54
  55. 55. Key Activities TOP 100 KOLs Speaker Tour Group meeting Congress by AbdelRhman Tantawy Nurses motivation giveaways *Campaign theme and visuals will be provided in IMC plan 55
  56. 56. 2. HOSPITALS 56 by AbdelRhman Tantawy
  57. 57. Objective Awareness about the Dispercam Brand name advantage other NSAID. Graving. (competitive shift) by AbdelRhman Tantawy Motivate Dispercam Rx 57
  58. 58. Strategy Hospital by AbdelRhman Tantawy 1. Doctors 2. Nurses 58
  59. 59. by AbdelRhman Tantawy Creative Idea Generation 59
  60. 60. by AbdelRhman Tantawy The Most powerful selling point is it is a selective COX-II Inhibitor 60
  61. 61. by AbdelRhman Tantawy Too old,,, but effective 61
  62. 62. by AbdelRhman Tantawy Lets re-run this campaign again 62
  63. 63. by AbdelRhman Tantawy But in a new creative way… *Campaign theme and visuals will be provided in IMC plan 63
  64. 64. by AbdelRhman Tantawy 3. DIRECT CONSUMER CAMPAIGN 64
  65. 65. What we need in our campaign? by AbdelRhman Tantawy 65
  66. 66. Creative 66 by AbdelRhman Tantawy
  67. 67. Simple Creative 67 by AbdelRhman Tantawy
  68. 68. Creative by AbdelRhman Tantawy Simple Into the point 68
  69. 69. What we have ? 69 by AbdelRhman Tantawy
  70. 70. Powerful 70 by AbdelRhman Tantawy
  71. 71. Safe Powerful 71 by AbdelRhman Tantawy
  72. 72. Powerful by AbdelRhman Tantawy Safe Economic 72
  73. 73. by AbdelRhman Tantawy CREATIVE IDEA GENERATION 73
  74. 74. DISPERCAM The Choice Powerful , Safe and Economic by AbdelRhman Tantawy 74
  75. 75. Thanks by AbdelRhman Tantawy ax.tantawy@gmail.com 75

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