Diclofenac Injection BRAND PLAN, Marketing activity, Pharma Brand Plan, Pharma Marketing.branding promotion, diclofenac injection brand plan, launch plan, marketing activity, pharma brand plan, pharma marketing

1. BRAND PLAN - DICLOFENAC SODIUM
INTRODUCTION
MARKET ANALYSIS
BRAND
OBJECTIVE
THREE YEAR PROJECTION
TARGET CUSTOMER
MARKET PLAN
TARGET SEGMENT
POSITIONING
SALES PLAN
MARKETING STRATEGY
ANNUAL CAMPAIGN
BUDGET

2. DICLOFENAC SODIUM
Diclofenac sodium, a nonsteroidal compound, exhibits pronounced antirheumatic,
antiinflammatory, analgesic and antipyretic properties
Inhibition of prostaglandin biosynthesis, Prostaglandins play a major role in the causation
of inflammation, pain and fever

3. AVAILABLE DOSAGE FORMS
ORAL
Tablet 50mg
Tablet 100mg SR
Tablet 75mg SR
INJECTABLE
25mg/ml , 3ml Amp.
25mg/ml, 15ml Vial
TOPICAL
1% Gel
75mg/ml, 1 ml Amp. (Aqueous
base ) *

4. MARKET ANALYSIS
Market size (Pain / Analgesics) :- 5912 Crs*
Market Growth:- 9.3 %*
Market Share (Dicofenac Sodium) :- 347 Crs#
Oral :- 199.89 Crs.
Injectable :- 147.44 Crs.
* MAT Dec -14 (AIOCD –AWACS) # Sum of MAT JAN'15

5. HIGHEST SELLING BRANDS
BRAND COMPANY MARKET ( SUM OF
MAT’ JAN 2015 ) Crs.
MRP (INR)
DYNAPAR –AQ TROIKAA 35.89 16.8/-
AQUADOL THEMIS 4.38 19.5/-
DOLOKIND
-AQUA
MANKIND 4.31 18.5/-
VOVERAN 1ML NOVARTIS 3.48 16.9/-
DICLOAQUA
INJ.
WOCKARDT 2.51 15.10/-
ESGIPYRIN AQ ABBOTT 2.44 18/-
NUDICLO INJ. MACLEODS 1.47 15/-
75mg/ml, 1 ml Amp. (Aqueous
base ) *

6. INFENAQ
INJECTION OF DICLOFENAC SODIUM AQUEOUS BASE
INTRODUCING…..

7. INFENAQ
INFENAQ is a brand of Diclofenac Sodium 75 mg /ml Aqueous base for IM/IV
Administration
Intra Deltoid Administration
Available in 1ml Flip off Ampoule

8. INFENAQ
USP
•
Conventional Diclofenac Injection
•
Least pain at the site of Injection
•
Higher Bioavailability compare with 3ml Inj
•
Provides effective daily dose in 1 ml
•
Better patient compliance especially
obese/overweight patients*
* Expert.opin.pharmacother,2009(Mar)10(4)517-22

9. SWOT
STRENGTH
•Conventional
•Better efficacy & tolerability
•Minimal pain
•Pan India Presence
OPPORTUNITY
•Trusted Molecule
•Potential market
•Line depth extension
WEAKNESS
•Existing molecule
•Required effective brand
campaign
THREAT
•Existing market player with
complete product basket
•New Therapy

10. OBJECTIVE
To make INFENAQ worth 15 Cr. Brand (2017-18)
Aiming a Market Share of 2 % of DICLOFENAC SODIUM Market .
Three year projection
2015-16:- 7 Crs. (2 % Market Share)
2016-17:- 10.0 Crs. ( Aiming 40 % Growth)
2017-18:- 15.0 Crs. ( Aiming 50 % Growth)

11. THREE YEAR PROJECTION
0
2
4
6
8
10
12
14
16
7
10
15

12. TARGET CUSTOMER BASE
YEAR
TARGET
VAL UE
(in cr.)
TOTAL
NO. OF
HQ
DR/HQ
CUSTOMER
BASE
VALUE/
CUSTOMER
PER MONTH
(INR)
2015-16 7 250 50 12500 467
2016-17 10 250 50 12500 666
2017-18 15 250 50 12500 1000

13. PCPM
(250 Business Executives- Pan INDIA)
FY 2015-16 FY 2016-17 FY 2017-18
0
10000
20000
30000
40000
50000
60000
23333
33300
50000
VALUE IN RS.

14. MARKET PLAN
INDICATION :- Pain & Inflammation associated with Musculo-Skeletal and Joint
disorders

15. TARGET SEGMENT
For the effective placement of INFINAQ it will be
promoted to every doctor dealing with Pain and
Inflammatory conditions. Hence the following
segments can be covered
Surgeon
Orthopaedics
General Practitioner & Physician
Gynaecologist

16. SPECIALTY NUMBER/HQ TOTAL DR’s OF
EACH SPECIALITY
SURGEON 16 4500
ORTHOPAEDICS 10 2500
GENERAL
PHYSICIAN
16 4500
GYNAECOLOGIST 8 2000
TOTAL 50 12500
TARGET SEGMENT

17. POSITIONING
SURGEONS :- In all types of Surgical Interventions and post operative conditions
ORTHOPAEDICS :- Arthritis, Osteoarthritis, Gouty Arthritis & Ortho surgeries.
GP'S & PHYSICIAN:- Moderate Painful conditions, Low Back Pain & Musculo-
skeletal Pain.
GYNAECOLOGIST :- Dysmenorrhoea

18. SALE PLAN
Quarter Target
Value
(Crs.)
Value/Mth
(Crs.)
Value/Mth/
HQ (INR)
Value/HQ/
Dr. (INR)
UNIT PER
HQ /Mnth
QTR 1 1.5 0.5 20000 400
1818
QTR 2 2.0 0.67 26800 536
2436
QTR 3 2.5 0.83 33333 666
3030
QTR 4 1.0 0.33 13340 266
1212
MRP NRV HQ DR/HQ
16.70 11 250 50

19. MARKETING STRATEGY
Target Value : 7 Crore
Hq’s – 250
No. of Doctors in each Hq – 50
Net Reach Value (NRV) –11 INR
Contd…

20. MARKETING STRATEGY
Brand Promotion with Effective marketing Collateral
Brand awareness and Brand image creation through
various state level conferences
Brand related identical promotional inputs
National level conferences of Target Segment
Contd…

21. PROMOTIONAL ACTIVITY
DOCTOR LEVEL
NURSING, PHARMACIST & CHEMIST LEVEL
BUSINESS EXECUTIVE LEVEL.
Contd…

22. DOCTOR LEVEL PROMOTION
v
MARKETING COLLATERALS : These inputs will be used to
accelerate the prescription rate & brand recalling
Leave Behind Literature
Visual Aid
Product Monograph
References
v
Trial Samples :
Product Sample initially 5 Amp X 2 Visit/month , for 3 month followed by on
Demand .
v
CONFERENCES: MUSCULO-SKELETAL, ORTHO &
GYNAE.
v
SPI (Special Promotional Inputs) : These inputs includes the material
which will remind the doctor about the brand and which are for the personal
use of the doctors

23. NURSING / CHEMIST LEVEL
PROMOTION
v
MARKETING COLLATERALS :
Leave Behind Literature
Product list
Posters
Business card with brand INFINAQ
v
SPI (Special Promotional Inputs) :Chemist Pen & order book

24. BUSINESS EXECUTIVE LEVEL
PROMOTION
Regular brand mailer
E-learning with available social media
Training & cyclic meet review

25. SPECIAL PROMOTIONAL INPUT PLAN
Summer campaign with cold water bottle of 500 ml with INFINAQ brand sticker
distributed to 10 leading Doctors (DAILY REMINDER)
INFINAQ brand Printed Pre injection alcohol Swab box

26. CHEMIST RELATIONSHIP ACTIVITY
The chemist will also be focused under the brand promotional activity.
POB ACTIVITY QTR CHEMISTS
PACK OF BRAND NAME PRINTED BALL
PENS
QTR 1 50
CHEMIST ORDER BOOK QTR 2 50

27. VISIT PLAN
Regular two visits will be done by field officer at each doctor clinic.
Visit Promotional Input Input
Visit 1 LBL/VA SAMPLE/
REFERENCE
PAPER
Visit 2 LBL/VA INPUT (Q2) /
(Q3)

28. ANNUAL CAMPAIGN
INFENAQ

29. ACHIEVEMENT PLAN
QTR TARGET/QTR/HQ Target Ach
QTR 1 6000 UNIT 1.65 Cr
QTR 2 7500 UNIT 2.06 Cr
QTR 3 9600 UNIT 2.64 Cr
QTR 4 9600 UNIT 2.64 Cr

30. Q1 -INCENTIVE PLAN
QTR TARGET/MTH/HQ QTR INCENTIVE
Bronze Slab 2000 UNIT 3000
Silver Slab 2500 UNIT 3500
Gold Slab 3000 UNIT 4500

31. Q2 -INCENTIVE PLAN
QTR TARGET/MTH/HQ INCENTIVE
Bronze Slab 2600 UNIT 3500
Silver Slab 3000 UNIT 4500
Gold Slab 3500 UNIT 5500

32. Q3 -INCENTIVE PLAN
QTR TARGET/MTH/HQ INCENTIVE
Bronze Slab 3100 UNIT 4500
Silver Slab 3500 UNIT 5000
Gold Slab 4000 UNIT 6000

33. Q4 -INCENTIVE PLAN
QTR TARGET/MTH/HQ INCENTIVE
Bronze Slab 3100 UNIT 4500
Silver Slab 3500 UNIT 5000
Gold Slab 4000 UNIT 6000

34. BUDGET
PROMOTIONAL
INPUT
PER UNIT COST CUMMULATIVE COST
LBL 0.65 INR 65000
VISUAL AID 50 INR 50000
GIFT 1 1200 INR/HQ 300000
GIFT 2 50 INR 625000
PEN 6 75000
CONFERENCE 200000 600000
SAMPLES 5 INR 50000
INCENTIVES - 2500000
TOTAL 42,65,000

35. THANK YOU