This document outlines a plan to increase sales of Ace Proxyvon gel from the current 1.9 crore to the mission target of 10 crore over the next year. It proposes training programs, developing the brand personality, emotional and scientific promotions, tactical price revisions, retail campaigns with robust incentives. The plan details strategies around doctors, consumers, and distribution channels. It proposes financials with budgets for retail campaigns, contests, promotions, and incentives to achieve the sales target at an expense percentage of under 5% of sales.

1. Ace Proxyvon gel
Smooth pain reliever

3.  Present Scenario
 1.9 cr (-8%)
 4.7 lakhs Units (-9%)
 131 pmpm (yield 5.3K)
 NRV Rs 40/- per unit
 Mission requirements
 10 cr (426%)
 25 lakh (430%)
 694 pmpm (430%)
 NRV Rs. 40/- per unit
AN APPARENT UPHILL TASK

4.  Team training
 Strategy
 Brand personality development
 Emotional & Scientific promotion
 Tactics
 Price revision
 Retail campaign
 Robust Incentives
NEED OF THE HOUR
Need

5. Training

6.  Online Learning & development
 Ace Proxyvon gel “USP” modules
 Retailing techniques & display
 Incentive calculation & projections
 Dr & Chemist list freezing (25-30)
 Retailing drive & Training
Periodic, objective oriented dynamic & simple modules
to be designed and executed with line managers &
training department.
Training
Training

7. PAIN RELIEF
“Cliché”
An opportunity to differentiate

8.  Doctors:- Emotional & Scientific
 People :- Enthusiasm & Excitement
 Distribution:- Collaborations
Strategy

9. Almost everyone aspires to control & change things around. However,
Doctors are entrusted to do so and they not only can change patient’s
life but also of the people associated with them. This emotion can be
vital for generating emotional appeal & attachments with the brand.
The objective is to encourage the Doctors to change prescriptions to
APG from other brands.
Emotional Approach
“Humans are emotional creatures as well as thinking ones”
Greek rhetoricians

10. Theme
“Changing Peoples Life”
•Print inputs:-
Theme based communication highlighting human emotions associated
with pain and the power of prescription on not only the patient’s life
but also their associates
•Promotional inputs:-
Theme based inputs harping on “change”
and periodically appealing to change their
prescriptions to APG.
•Scientific inputs:-
Technology based product information
dissemination to build brand trust.

11. Print inputs to compliment & support the theme inputs
with special day campaigns.
Ethical scientific to augment promotion.

12. TACTICSTactics
&
Strategy

13. Price Revision
Ace Proxyvon Gel Mat Nov 14 Unit Mat Nov 14 NRV MRP
Value 19000000 471517 40.30 55.00
1st rev @ 10% (2014-15) 20900000 471517 44.33 60.50
2nd rev @ 10% (2015-16) 22990000 471517 48.76 66.55
Gain 3990000 0 8.46 11.55
Tactical Price Revision
Price revision No Change Revised Change Efficiency
No Chng 100000000 100000000
NRV 40.30 48.76 120.99% 20.99%
Units 2481390 2050861 82.65% -17.35%
Per Month 206782 170905 82.65% -17.35%
PMPM 689 570 82.65% -17.35%
IMPACT
40 LAKH INCREMENT
IMPACT
17% reduction of PMPM
Tactics
&
Strategy

14. “Volini”
Showcases at 500+ per month at the retailers
Tactics
&
Strategy

15. •Show casing fees of Rs. 400/- pm
•2 exclusive Chemist to be selected
•Retail show casing beside “Volini”
•Sales commitment of 150-200 units pm
•Expected business increment 6-8 crores
•Zonal Top 10 retailer contest Rs.1000 gift vouchers
NRV 48.76 48.76 48.76
Med Reps 300 300 300
Line Managers 100 50 50
Showcase Cost 500 350 250
Commitment Mandate 500 200 150
Retailers per person 2 2 2
Total Retailers 800 700 700
Yearly Cost* 48 29 21
Annual Business Value* 2340 819 614
Sales To Exp 2.05% 3.59% 3.42%
Retailing Plan
Tactics
&
Strategy

16. Creating
“Win-win situations”
Tactics
&
Strategy

17.  Objective
 Make Ace Proxyvon gel 10 Cr
 Ensure productivity of 700 units
 Implementing retailing campaign
 Strategy
 Cash, kind & rewards
 Involve the entire sales team
 Zonal, Sales team & Retailer contest
Creating
“Win-win situations”
Tactics
&
Strategy

18.  RETAILER
 Showcase Payout 6 lakh quarterly
 Zonal Top 10 Rs. 1000 gift voucher*
 FIELD FORCE
 Quarterly Rs. 1500 Gift vouchers for 1500 APG
 Yearly bonus Rs. 2000 (APG average 500)
 Simply Thailand trip for top 3 performers
 ZONAL CONTEST
 Quarterly “Ace Rolling trophy” for the best zone
 Zonal top Performer celebrations
 Zonal Top 10 Rs. 1000 gift voucher*
RETAILING
Tactics
&
Strategy

19. Quarterly Gift vouchers
 Field force to register on Web site
 Decides the performance linked Gifts.
 Winners receives order codes of the gifts
 Regular up-dates through SMS & E-mails
Incentive Vouchers
Applicable for FF & Retailers
Tactics
&
Strategy

20. Top 2 National champions would visit Thailand
Included:-
Flights, Stay in Standard Hotels as per itinerary, Breakfast and
Lunch Included as per itinerary, Sightseeing and Transfers as
per itinerary, Two Complimentary Dinners, one at Bangkok and
one at Pattaya.
Tactics
&
Strategy

21. FINANCIALS

22. Sl.No: Financials Heads Q1 Q2 Q3 Q4 Budget Remarks
1 Retail Campaign National 6.00 6.00 6.00 6.00 24.00 Retail Show case cost
2 manager's Contest Zonal 0.05 0.05 0.05 0.05 0.20 Gift Voucher Face Value 1000 top 5
3 Best Retailers trophy Zonal 0.20 0.20 0.20 0.20 0.80 Rolling trophy
4 Zonal Innitiatives Zonal 0.15 0.15 0.15 0.15 0.60 Zonal activites
5 Avg 500 unit Sales National 0.50 1.00 1.50 2.00 5.00 Gift Voucher Face Value 1000 All MR
6 FF Zonal Best Zonal 0.15 0.15 0.15 0.15 0.60 Zonal Best Top 5 & Or team Frolics
7 Overall avg 1000 sales National 0.00 0.00 0.00 7.50 7.50 Over all achievement
8 Simply Thailand National 0.00 0.00 0.00 2.00 2.00 Top 3 performers
9 Print National 1.50 1.00 1.00 0.50 4.00
10 Promotional Inputs National 1.50 1.50 1.00 0.50 4.50
Total 10.05 10.05 10.05 19.05 49.20
Expence Split % 20.43% 20.43% 20.43% 38.72%
Target 1000.00 204.27 204.27 204.27 387.20 *Note All Values in Lakhs
Expence to Sales % Target 1.01% 4.92% 4.92% 9.33% Samples & Bonus not acounted
Expence to Sales % Progression 4.92% 4.92% 4.92% 4.92%
FINANCIALS
Mission 10 crore is achievable at a expense percent of 4.92%

23. Prepared by
Suvankar Pal
Jan 2015
Thank You