Marketing Plan For Ut Tone


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Marketing Plan For Ut Tone

  1. 1. Marketing Plan of UT-Tone <br />Prepared By: Dipa Shah <br />Mitesh Shah<br />UT-Tone<br />1<br />Lincon Pharmaceutical Ltd<br />Source : ORG MAT March 2010<br />
  2. 2. Flow of Presentation<br />Brief of UT-Tone<br />Current Marketing Situation<br />Threats and Opportunities analysis<br />Objectives and Issues<br />Marketing Strategy<br />Action Programs<br />Budgets<br />Controls<br />UT-Tone<br />2<br />Lincon Pharmaceutical Ltd<br />
  3. 3. Brief of UT-Tone<br />
  4. 4. UT-Tone<br />It is marketed by Lincoln Pharmaceutical Ltd under TeressaDevision<br />Brand Value of UT-Tone for 2010 : Rs 9,06,114<br />Use : Uterine Tonic for female fertility and faminine problems<br />Packing Size<br />100 ml syrup<br />200ml syrup<br />Price<br />100ml syrup at Rs 35<br />200ml syrup at Rs 65<br />UT-Tone<br />4<br />Lincon Pharmaceutical Ltd<br />
  5. 5. Unique selling proposition(USP) of UT-Tone<br />It is the right combination of 100% natural herbs and medicinal plant and their leaves, fruits, trunk etc. which are organic in nature. <br />Herbal extracts are collected, treated, combined by boiling it natural way as it is described in Ayurveda granths thus it is pure and does not have any side effects. <br />It does not carry any preservatives or artificial flavors which can be harmful in long term treatment. <br />UT-Tone<br />5<br />Lincon Pharmaceutical Ltd<br />
  6. 6. It is supplementary product to enhance uterine function and supports in treating infertility in women. <br />It takes care of strengths, vigour, vitality, and ovulation. <br />It keeps genital organs healthy and also overall wellbeing of women. <br />UT-Tone<br />6<br />Lincon Pharmaceutical Ltd<br />
  7. 7. It carries large amount of antioxidants, blood purifier which increases immunity and prevents immunity of genital organs. <br />It takes care of mood swings, cures tiredness and morning sickness. <br />UT-Tone<br />7<br />Lincon Pharmaceutical Ltd<br />
  8. 8. Merit of UT-Tonic<br />Herbal product with no side effects, <br />Can be continued with allopathic or other treatments. <br />It gives permanent solution to the patients. <br />Along with uterine treatment it takes care of overall wellbeing of women. <br />UT-Tone<br />8<br />Lincon Pharmaceutical Ltd<br />
  9. 9. Demerit of UT-Tone<br />Though it cures problem from the root but it is comparatively long duration treatment. <br />Awareness of such ayurveda products is less. <br />UT-Tone<br />9<br />Lincon Pharmaceutical Ltd<br />
  10. 10. Suggested names for Re-launch of UT-tone<br />Sure Cure - Surety of purity <br />She Tone – For she it is pure <br />Pube Tone - Female’s Wellbeing <br />P2P – Puberty 2 Post menopause <br />Pregnasure – Surety of Fertility <br />UT-Tone<br />10<br />Lincon Pharmaceutical Ltd<br />
  11. 11. Current Marketing Situation<br />
  12. 12. Company position<br />Indian pharmaceutical market in 2010<br />Rs 41,700.7 Cr<br />Lincoln Pharmaceutical Ltd Market in 2010<br />Rs 26.3 Cr<br />UT-Tone<br />12<br />Lincon Pharmaceutical Ltd<br />
  13. 13. Here reason for negative growth for Lincoln Pharmaceutical is that after 2008, Lincoln pharmaceutical has concentrated more on export rather than Indian pharmaceutical market<br />UT-Tone<br />13<br />Lincon Pharmaceutical Ltd<br />
  14. 14. Introduction to Gynaec Market<br />UT-Tone<br />14<br />Lincon Pharmaceutical Ltd<br />
  15. 15. Top Ten Pharma Market<br />UT-Tone<br />15<br />Lincon Pharmaceutical Ltd<br />
  16. 16. Gynaec Market Sales in Rs. Cr<br />UT-Tone<br />16<br />Lincon Pharmaceutical Ltd<br />
  17. 17. Sales by sub-segments (Rs Cr)<br />UT-Tone<br />17<br />Lincon Pharmaceutical Ltd<br />
  18. 18. UT-Tone Market Situation<br />UT-Tone<br />18<br />Lincon Pharmaceutical Ltd<br />
  19. 19. Sales of UT-Tone in Rs in Lakh<br />UT-Tone<br />19<br />Lincon Pharmaceutical Ltd<br />
  20. 20. Competitive Analysis<br />UT-Tone<br />20<br />Lincon Pharmaceutical Ltd<br />
  21. 21. Price Comparison<br />UT-Tone<br />21<br />Lincon Pharmaceutical Ltd<br />
  22. 22. Threat & Opportunities<br />
  23. 23. Threats<br />Development in allopathic medicine<br />Opportunities<br />Increase in Feminine problems<br />Increase in population<br />Increase in the knowledge of Ayurvedic products in the Doctors<br />UT-Tone<br />23<br />Lincon Pharmaceutical Ltd<br />
  24. 24. Objectives and issues<br />
  25. 25. For Market Survey<br />Target population : Chemists, doctors <br />Sampling techniques : Convenience Sampling <br />Total sample size : 60 <br />Chemist : 20 <br />Doctors : 40 <br />UT-Tone<br />25<br />Lincon Pharmaceutical Ltd<br />
  26. 26. Objective for Market Survey in Ahmedabad Market<br />To find out the major brands available in the market for uterine tonic <br />To find out the total duration for which it is prescribed according to the indication <br />To find out the major indications in which these brands are prescribed major. <br />To find out the major herbals, doctors consider as the most effective curing uterine problems or infertility. <br />To find out major Promotional activities done by competitors<br />UT-Tone<br />26<br />Lincon Pharmaceutical Ltd<br />
  27. 27. Uterine tonic preferred by doctors most for routine feminine problems<br />UT-Tone<br />27<br />Lincon Pharmaceutical Ltd<br />
  28. 28. The major indications in which uterine tonic prescribed<br />UT-Tone<br />28<br />Lincon Pharmaceutical Ltd<br />
  29. 29. The major herbals, considered as the most effective curing uterine problems or infertility<br />UT-Tone<br />29<br />Lincon Pharmaceutical Ltd<br />
  30. 30. The patient benefits that considered the most especially in uterine tonic or feminine tonic<br />UT-Tone<br />30<br />Lincon Pharmaceutical Ltd<br />
  31. 31. Doctors expectations from companies who market uterine tonic product<br />UT-Tone<br />31<br />Lincon Pharmaceutical Ltd<br />
  32. 32. Source from where Doctors come to know about Uterine Tonic Product<br />UT-Tone<br />32<br />Lincon Pharmaceutical Ltd<br />
  33. 33. The promotional activities used for uterine tonic products<br />UT-Tone<br />33<br />Lincon Pharmaceutical Ltd<br />
  34. 34. Objectives for Marketing Plan<br />UT-Tone<br />34<br />Lincon Pharmaceutical Ltd<br />
  35. 35. Marketing Strategy for UT-Tone<br />
  36. 36. Segment Profile<br />Geographic<br />City : UP, Rajasthan, Gujarat, MP, North Belt, Orissa, Assam <br />Demographic<br />Occupation : Professional<br />Education : College Graduate (MBBS, MD - DGO, MD - GYNEC, Ayurvedic Doctors)<br />UT-Tone<br />36<br />Lincon Pharmaceutical Ltd<br />
  37. 37. Positioning<br />It is prepared from 100% natural herbs and Ayurvedic medicinal plants.<br />UT Tone syrup provides support and functioning of uterus and also aids in enhancing the fertility of the women. This Ayurvedic formulation is a solution to all uterine disorders thereby providing strength, vigour and vitality to all females.<br />Regular intake of UT Tone keeps the female genital organs healthy, functional and increases immunity against all types of genital infections. <br />UT-Tone<br />37<br />Lincon Pharmaceutical Ltd<br />
  38. 38. Marketing Expenditure <br />UT-Tone<br />38<br />Lincon Pharmaceutical Ltd<br />
  39. 39. Action Programs<br />
  40. 40. Target states for launch plan<br />UT-Tone<br />40<br />Lincon Pharmaceutical Ltd<br />
  41. 41. Segment Size<br />UT-Tone<br />41<br />Lincon Pharmaceutical Ltd<br />
  42. 42. UT-Tone<br />42<br />Lincon Pharmaceutical Ltd<br />
  43. 43. Sales Forecasting in number of Units<br />UT-Tone<br />43<br />Lincon Pharmaceutical Ltd<br />
  44. 44. Sale forecasting in Rupee<br />UT-Tone<br />44<br />Lincon Pharmaceutical Ltd<br />
  45. 45. Promotional Plan To Doctors<br />UT-Tone<br />45<br />Lincon Pharmaceutical Ltd<br />
  46. 46. Promotional Plan To Doctors<br />UT-Tone<br />46<br />Lincon Pharmaceutical Ltd<br />
  47. 47. Promotional Plan To Business Executive<br />UT-Tone<br />47<br />Lincon Pharmaceutical Ltd<br />
  48. 48. Call plan for Business Executive per month<br />UT-Tone<br />48<br />Lincon Pharmaceutical Ltd<br />
  49. 49. Budgets<br />
  50. 50. 50<br />
  51. 51. Control during Application of Marketing plan<br />
  52. 52. Check point for controlling<br />Match actual sales figure <br />Every month<br />Every quarter<br />Every year<br />Match the unit sales per state per month<br />Every month<br />Every quarter<br />Every year<br />Business Executive target<br />Promotional activities at every month, quarter and yearly<br />UT-Tone<br />52<br />Lincon Pharmaceutical Ltd<br />
  53. 53. UT-Tone<br />Lincon Pharmaceutical Ltd<br />53<br />
  54. 54. Thank You…<br />UT-Tone<br />54<br />Lincon Pharmaceutical Ltd<br />