moxikindcv-brandplan-final-pdf

1. PM-20-02 Ellen Dcunha
PM-20-03 Rohit Dhumal
PM-20-14 Nihar Parab
PM-20-15 Shantaram Parab
PM-20-16 Govind Pathak
PM-20-18 Mansi Pawar
PM-20-19 Riya Potbhare
PM-20-22 Akash Sandilya
Prepared by-
Brand Plan- Moxikind CV

2. GP-NON MBBS DENTIST GP - MBBS ENT
My Reach
Prescriber Universe 1,57,625 1,36,293 77,107 36,244
Prescriptions 4,10,88,038 7,18,09,612 2,09,58,389 1,57,16,453
Indication Preference
- Fever
- Cough
- Cold
- Viral Fever
- Root Canal Treatment
- Tenderness
- Calculas
- Dentoalveolar abscess
- Fever - Sore throat
- Cough - Pain throat
- URTI - Viral Fever
- Cold
- Otitis Media
- Otalgia
- Rhinitis
Patient Preference
Age- All
Gender- All
Age- more common in
adults (18-29 years) and
elder patients (> 40 years)
Gender- All
Age- all above 7 years
Gender- All
Age- 5-15 years (OM)
- More than 7 years(O &
R)
Gender- All
Geographic Preference Non Metro Non Metro & Metro Non Metro Metro
Drivers
- Availability of many
brands with safe and
efficacious profile
- Covers wide range of
dental indications, safe
and well tolerated in
general population
- Broad spectrum
antibiotic
- Good pharmacokinetics
& dosing characteristics
Barriers
- Different class of drugs
preferred like
Antihistamines & Pain
Relievers
- For same indications
different combination
preferred i.e.
Cefpodoxime +
Clavulanic
- Different class of
drugs preferred like
NSAIDs,
Antihistamines & Pain
Relievers
- For indications like
Otalgia & Rhinitis
different dosage forms
were preferred (anesthetic
drops & nasal drops/
sprays)
1. Desired Target Audience

3. 2. Competition
Prioritization of Segment (based on no. of prescriptions generated)-
1. Dentist 2. GP- Non MBBS 3. GP- MBBS
Parameters Moxikind-CV
Mankind
(My Brand)
Augmentin
GSK
(Competitor 1)
Clavam
Alkem
(Competitor 2)
MOX-CV
Sun Pharma
(Competitor 3)
Sensiclav
Macloeds
(Competitor 4)
Manpower 350 350 300 200 300
Strength - Reach & Economical - More than 40% total
prescriptions from Dentist
- Patented Product &
Brand Equity
- Strong presence in ENT
- Branded Generic
- Preferred by Dentist for its
onset of action and
availability
- Increase in prescriber base
with prescriptions with
Ophthalmologists
- Availability
Weakness - Cardiologists &
Dermatologist
- Quality Standards
- Less Preferred by
Gastroenterologists
- Price & Side Effects
- Decrease existence in GP-
Non MBBS & GP- MBBS
- Price
- No presence with
Oncologist
- Less preferred by
Urologists & Neurologists
due to antibiotic resistance
- Price
Communication Effective detailing Scientific literature Scientific literature + Gifts Scientific literature Scientific literature + Gifts
Speciality GP- Non- MBBS, Dentist,
GP- MBBS & ENT
Dentist, GP- Non MBBS,
GP- MBBS & ENT
Dentist, GP- Non-MBBS,
GP- MBBS & ENT
Dentist, ENT, GP- Non-
MBBS & GP- MBBS
Dentist, GP-Non MBBS,
GP- MBBS & Paediatrician
Reach Rural Private hosp. Govt. Hosp. Private clinics Rural & Semi-urban
Activity /
Campaign
Gifts/ #Spreadingkindness SPM / #Trust SPM + gifts
/#AntibioticAwarenessCamp
Gifts/
#HealthAwarenessCamp
SPM + gifts/
#WorldAntibioticAwareness
Week
Speciality focus GP - Non MBBS Dentist Dentist Dentist Dentist

4. 3. SWOT Analysis- “Moxikind-CV”
Strengths
- Economical (Price Rs. 153.74/ strip)
- Marketing Reach – Key customer
engagements with: GP, Dentist & ENT
- Established Brand Name
Weaknesses
- Loyal Customers
- Less focused specialty: Gastroenterologists,
Cardiologists, Dermatologists &
Orthopedics
Opportunities
- Market development- Explore new
markets
- Product development
- Successful referral or awareness programs
with new physicians
Threats
- New competition in the market, especially
enter with their price discrimination
strategy
- Other combinations

5. Market Share Trend
( Unit Wise)
4. Key Issues Identified &
Strategic Growth Levers
4 Key Issues Identified for FY 20-21 Strategic Objective for FY 21-22
1. MR visits stopped so brand recall value decreased.
2. Quality standards w.r.t. trust.
3. Loss of core prescribers due to increase in no. of
brands in market.
4. Less presence in super special departments.
Compared to 2020, in 2021 there is degrowth in
no. of prescriptions of Moxikind by -36%; majorly
from Dentist.
1. Accelerate digitalization- telephonic detailing.
2. Campaigns/ CME with KOL highlighting quality
and safety of the brand.
3. Consolidation should be more than expansion by
giving them latest promatograms.
4. Cognizing the super special doctors to co-prescribe
Moxikind.

6. Patient Journey
Patient with
symptoms
Blood Tests Dental X-ray Chest X-ray Hearing Test & Tympanometry
GP-Non MBBS Dentist
Patient Awareness Counselling Patient support group
Primary
Touch points
Key Specialist
Patient Support/
Counseling
Other Referrals
• Diagnosis
• Treatment choice
• Class choice
• Brand Choice
• Fulfilment
• Adherence
• Origination
Fever, Cough, Cold
& Viral Fever
RCT, Calculas &
Tenderness
Fever, Cough, Cold,
Sore Throat, Throat
Pain & Viral Fever
Otitis Media,
Rhinitis & Otalgia
GP- MBBS ENT Specialist
Moxikind CV Augmentin Clavam Mox-Clav
Mox-CV

7. Customer Insights
General Physicians
ENT Specialists
Dentists
Doctor Perception
- Self medication
- Patients don’t follow the
dosage regimen
- After RCT, possibility of
bacterial infection leading to
abscess and chronic stomatitis
- Expensive course of antibiotics
- Require broad spectrum
antibiotics
- Compliant dosage regimen
- Necessity of antibiotic with no
dental side effects
- Need affordable antibiotics
Key Insight

8. 5. Brand Positioning-
• In antibiotic market, Moxikind CV delivers compliant dosage regimen with no after effect in
antibacterial therapy to GP’s, Dentists & ENT, treating patients with bacterial infection by using
broad spectrum antibiotics because of four point of promising evidence:
Care you can believe in….
Moxikind-CV
• Moxikind CV enables cost effective medication as it provides each tablet Rs. 15.3/-
1. Widely effective against
gram +ve & -ve bacteria
2. Excellent clinical results in
varied infections
4. Time-tested and proven
combination
3. Stable in presence of
gastric acid
1. IDSA Clinical Practice Guidelines, July 2020

9. 6. Marketing Channels
Strategic
Growth Levers
Campaign / Activity /
Tactical plan
Indication Speciality Target No of
Drs
Measurement
KPI
Total Cost Total ROI E:S
Ratio
Scientific
Engagements
- #BeAntibioticAware
campaign
- CONNECT Magazine
- CME
Fever, Sore Throat,
Cough, Pain Throat,
Cold & Viral Fever
GP- Non
MBBS &
GP-MBBS
-500 Doctors - 400 Doctors Rs. 3,00,000 - 250 Doctors
- 8 Per/capita
- For 3 months
= Rs. 9,22,440
1:3.07
- #ActionforDentalHealth
campaign
- Toronto CME Conference
- ADA Course
Root Canal Treatment,
Tenderness, Calculas,
Dentoalveolar Abscess
& Dental Infection
Dentist -300 Doctors - 200 Doctors Rs. 1,80,000 - 120 Doctors
- 6 Per/capita
- For 3 months
= Rs. 3,32,078
1:1.84
- #ENTKonnect campaign
- ORLten CME Conference
- ENT Times
- ENT Today
Otitis Media, Otalgia &
Rhinitis
ENT -200 Doctors - 150 Doctors Rs. 1,20,000 - 90 Doctors
- 5 Per/capita
- For 3 months
= Rs. 2,07,549
1:1.73
SOV –
Share of Voice
- #AntibioticAwarenessWeek
- Leaflets and Posters
Fever, Sore Throat,
Cough, Pain Throat,
Cold & Viral Fever
GP- Non
MBBS &
GP-MBBS
-350 Doctors - 350 Doctors Rs. 1,00,000 - 200 Doctors
- 8 per capita
- For 3 months
= Rs. 7,37,952
1:7.37
- #SmileToday campaign
- #SMILEforU campaign
- Hampers including
Dentistry Magazines &
Samples
Root Canal Treatment,
Tenderness, Calculas,
Dentoalveolar Abscess
& Dental Infection
Dentist - 250 Doctors - 250 Doctors Rs. 2,00,000 - 170 Doctors
- 6 Per/capita
- For 3 months
= Rs. 4,70,444
1:2.35
Note: For GP- Non MBBS & GP- MBBS, Total ROI = 250 Doctors x 8 prescriptions x 3 months x Rs. 153.74 price
of 1 unit of Moxikind CV = Rs. 922440/-

10. 7. Full Year Promatogram
Strategic Growth
Levers
Q1 (April-June) Q2 (July-September) Q3 (October- December) Q4 (January- March)
Therapy Initiatives - ADA Course doctor registration
- ORLten CME Conference
- ENT Times issue 1
- ADA Course completion
- ENT Times issue 2
- ADA Certificates
- ORLten CME Conference
- ENT Times issue 3
- ENTKonnect CME
conference
- ENT Times issue 4
Marketing Campaigns
#BeAntibioticAware campaign –
April to June
#ActiontoDentalHealth campaign-
July
#AntibioticAwarenessWeek-
November
#SimleToday campaign-
March
Gifts
- Sanitizers
- N-95 Masks
- Green Tea Cups - Sanitizers
- N-95 Masks
- Green Tea Cups
Regular promotional
material
- Rx Pads
- CME
- Case studies LBL series
quarterly
- Posters
- Day Celebrations
- Reminder cards
- Rx Pads
- CME
- Case studies LBL series quarterly
- Posters
- Day Celebrations
- Reminder cards
- Rx Pads
- CME
- Case studies LBL series
quarterly
- Posters
- Day Celebrations
- Reminder cards
- Rx Pads
- CME
- Case studies LBL series
quarterly
- Posters
- Day Celebrations
- Reminder cards
M4U Package
- M4U App Launch +
Registration
- Hampers including Non-
Scientific Magazines & Samples
- M4U Launch
- Hampers including Non-
Scientific Magazines & Samples
- M4U 1st update Launch
- Hampers including Non-
Scientific Magazines &
Samples
- M4U 2nd update Launch
- Hampers including Dentistry
Magazines & Samples
Fulfilment
- Diaries to Chemist
- Credit Systems
Tie up with E-Pharmacy - Diaries to Chemist
- Credit Systems
Tie up with E-Pharmacy

11. Thank
You !!!