Team 3


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Team 3

  1. 1. Launching Pluto®<br />Business Plan<br />
  2. 2. Executive Summary<br />
  3. 3. Executive Summary<br />Introduce Pluto®, an effective and safe drug that targets a segment of the CML Ph+ patients that are in urgent need for treatment. <br />Pluto® will be their best available option<br />Our business model has an excellent profit margin and ROI.<br />
  4. 4.
  5. 5. Environmental Analysis: SWOT <br />Strengths <br /><ul><li>100 L.E. less expensive than competitor
  6. 6. Fast acting</li></ul>Novartis is the 3rd leading pharmaceutical company in Egypt<br />We have experienced MR<br />We are the owners of Mirac®; a successful CML medication<br />targeting intolerant and resistant patients to Mirac®<br />Binds more effectively to Bcr-Abl<br />Higher IC-levels than Mirac®<br />Active against 32/33 of Bcr-Abl mutations most commonly associated with resistance to Mirac®<br />Weakness<br />Drug is taken 2 times daily <br /> risk of reduced patient compliance<br />MR have a high turn over rate<br />more expensive than 1st line treatment<br />
  7. 7. SWOT (cont.)<br />Opportunities<br />Threats<br />Strategic partner: Ministry Of Health (MOH)<br />Several business partners<br />Investment market in Egypt favors the introduction of new drug entity  increasing rate of GDP.<br />Different social classes in Egypt<br />Limited number of concerned customers (only 50 hematologists and few oncologists)<br />Decreased US aids to Egypt might decrease the financial support from the MOH to pharmaceutical companies<br />Competitor: Dasatinib® of BMS with comparable efficacy to Pluto®. <br />
  8. 8. Strategic Objectives<br />Mission Statement:<br />Our mission is to deliver “Pluto®”, a solution for patients intolerant or resistant to existing Ph+ CML therapies to ease their suffering, and enhance customer’s & society’s well-being.<br />We aim to achieve a good profit margin for our stakeholders & reward dedication and innovation of employees.<br />
  9. 9. Strategic Objectives<br />Qualitative:<br />Achieve team motivation, rewarding system to decrease medical representatives turnover.<br />Provide an image for the company as innovative & participate in community services.<br />Create a brand image as a safe, effective & rapid medication.<br />Measure customer satisfaction via: survey at clinics.<br />Retain physicians & patients.<br />Increase patient awareness & compliance.<br />
  10. 10. Strategic objectives<br />Strategic Objectives<br />Quantitative:<br />Ranked as FIRSTdrug against resistant CML during a period of 5 years<br />ROI = 7.9<br />
  11. 11. Strategy Formulation<br />Product offerings:<br />Effective: Treat patients resistant & intolerant to Mirac®<br />Rapid & durable: Response is within ~3 months<br />Less S.E.<br />Value to stakeholders:<br />Not to lose market share but increase it.<br />We own the 2 products (Mirac® &Pluto®).<br />Enhance the Company’s Image.<br />
  12. 12. Strategy Formulation<br />Strategic scope of the project:<br />Differential strategy targeting THREE groups:<br />1.High potential “Topnotch” hematologists<br />2.Median hematologists<br />3.High potential “Topnotch” oncologists<br />
  13. 13. Strategy Formulation<br />Strategic scope of the project:<br />Positioning:<br /><ul><li>Powerful
  14. 14. Less side effects
  15. 15. Unique
  16. 16. Tolerable
  17. 17. Out of competition</li></li></ul><li>Marketing Mix (Promotion)<br />
  18. 18. Marketing Mix (Promotion)<br />
  19. 19. Marketing Communication Strategy<br />Advertisements in Medical magazines<br />Launching year: 6<br />2nd year: 3<br />3rd to 5th year: 2<br />Twoawareness campaigns for patients per year.<br />Sponsorship for World Cancer Day (4th February)<br />Participation of Novartis employees in local and international conferences for promotion of Pluto<br />
  20. 20. Strategy implementation and evaluation<br /><ul><li>Financial plan</li></li></ul><li>Strategy implementation and evaluation<br /><ul><li>Financial plan Analysis</li></ul>FF:<br /><ul><li>3 medical reps ( 2 covering Cairo and one covering Alexandria and Delta )One Manager
  21. 21. The team is promoted in salary during the 3rd year.</li></li></ul><li>Strategy implementation and evaluation<br />Action Plan<br />
  22. 22. Strategy Implementation and Evaluation<br />Action Plan<br />
  23. 23. Key Performance Indicator (KPI)<br />1. Conduct marketing research<br />Surveys: patient satisfaction, report AE<br />Feedback forms: compliance, response to treatment<br />2. Sales tracking<br />Internally<br />3. Market share tracking<br />IMS<br />Internally<br />
  24. 24. Pluto®<br />We will provide hope for untreatable segment of CML patients <br />and <br />Obtain 80% of the market. <br />Easing suffering and leading the market.<br />
  25. 25. Thank You<br />
  26. 26. Strategy implementation and evaluation<br /><ul><li>Financial plan</li></li></ul><li>