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Brand plan on cough syrup
This document provides a brand plan for the launch of KOF-FREE, a combination drug containing salbutamol, ambroxol, and guaifenesin. The brand plan outlines the total market size and growth rate for the drug category. It analyzes competitors and sets sales targets for the launch year. The promotional strategy includes visual aids, samples, and activities targeting pediatricians, chest specialists, and general practitioners. Financial projections estimate first year sales of Rs. 20.21 lakhs and profit after accounting for promotional expenses and costs. The long term objective is to gain 1% market share in the launch year and be a top 5 brand by 2020.
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Brand plan on cough syrup
- 1. Brand Plan On SALBUTAMOL +AMBROXOL + GUAIFENESIN Presented By Animesh Amal7 July 2014 1
- 2. Kriya Pharmaceuticals We makelives healthier KOF- FREE SALBUTAMOL + AMBROXOL + GUAIFENESIN 27 July 2014
- 3. Vision We aspire tobe the best pharmaceutical company through the creation of customer value and satisfaction. 7 July 2014 3
- 4. Mission We are acompany that is continually striving for success. Our goal is to operate worldwide to provide meaningful benefits to our customers, stakeholders, employees and the society. 7 July 2014 4
- 5. EXECUTIVE SUMMARY • Thisreport deals with the launch of brand plan for Salbutamol + Ambroxol + Guaifenesin • (Brand name : KOF- FREE) • The target customers for this product will be Paediatricians, Chest specialist (TB), CPs & GPs. • The growth of Salbutamol + Ambroxol + Guaifenesin (Syrup) is 6.57% & total market is of 18.97 crores (MAT Val Jan ’13 ) • The market leader is Respira of Geno Pharma with Market share of 55% (MAT Val Jan ’13) • KOF- FREE sales at the launch year is projected to be 20.21 Lakh • The promotional inputs consists of Brand reminders, Visual aid, LBLs, Samples and Posters • Aggressive Promotion with scientific materials and activities can help to fulfil the objective of attaining the target. 7 July 2014 5
- 6. 7 July 20146 TOTAL MARKET AND AVAILABLE DOSAGE FORM AS PER MAT JAN 2013 DATA 100 ml Market Market Size Market Growth Total market of SALBUTAMOL + AMBROXOL + GUAIFENESIN 24.89 Cr 3.49% SALBUTAMOL + AMBROXOL + GUAIFENESIN (Syrup) 18.97 Cr 6.57%
- 7. MAT Brand Company GrowthMS RESPIRA GENO PHARMACEUTICALS 17.97% 55% INSTARYL P AGLOWMED PHARMACEUTICALS -11.91% 11% BRODIL VANGUARD THERAPEUTICS 0% 11% COSCORIL BIOLOGICAL E LTD -2.70% 7% C.R.M.S PHARMED LTD 8.57% 6% KUFRIL MED MANOR ORGANICS -10% 5% AMBRIL PLUS MANEESH PHARMACEUTICALS 210% 2% CORIMINIC X WANBURY LTD -21% 1% Total Market of Syrup- 18.97 Cr Market Growth- 6.57% 7 July 2014 7
- 8. Indication • Bronchitis • BronchialAsthma • COPD • RTI 7 July 2014 8
- 9. 7 July 20149 MODE OF ADMINISTRATION • Syrup for Oral Administration • KOF- FREE is usually given 3-4 times a day in the following doses: • Adults- 5-10 ml (Directed by physician) • Not recommended for children below 2 years. DOSAGE
- 10. Product Launch 7 July2014 10
- 11. 11 PRODUCT PRESENTATION (ShipperSize) 25 Bottles 25 Bottles 25*4=100 Bottles 25 Bottles 25 Bottles 25 Bottles 7 July 2014
- 12. 7 July 201412 • Stored in well closed amber colored bottle or PET bottle. • Contains carmoisine and sunset yellow FCF as colorants. STORAGE INDICATIONS
- 13. 13 ORG ANALYSIS- MARKETANALYSIS AS PER MAT JAN 2013 DATA TOTAL PHARMA MARKET 69,000 cr 8-9% TOTAL COUGH PREPARATION MARKET 1,934 cr 15% SALBUTAMOL + AMBROXOL + GUAIFENESIN 24.89 cr 3.49% SALBUTAMOL + AMBROXOL + GUAIFENESIN (Syrup) 18.97 cr 6.57% 7 July 2014
- 14. Competitors Brand Company PriceGrowth MS RESPIRA GENO PHARMACEUTICALS 15.04 17.97% 55% INSTARYL P AGLOWMED PHARMACEUTICALS 35.60 -11.91% 11% BRODIL VANGUARD THERAPEUTICS 47.79 0% 11% COSCORIL BIOLOGICAL E LTD 52.40 -2.70% 7% C.R.M.S PHARMED LTD 49.50 8.57% 6% KUFRIL MED MANOR ORGANICS 59.00 -10% 5% AMBRIL PLUS MANEESH PHARMACEUTICALS 54.50 210% 2% CORIMINIC X WANBURY LTD 57.50 -21% 1% 7 July 2014 14
- 15. 15 PRESCRIPTION ANALYSIS AS PERMAT JAN 2013 DATA DOCTORS RX/D/M Paediatrician 19 Consulting Physician 18 General Practitioner 15 Chest Physician 19 7 July 2014
- 16. 16 SWOT ANALYSIS Second largest therapeutic segment RapidM.O.A Combination therapy Falls under acute care Induces drowsiness Seasonal pattern Limited product portfolio Strengths Weaknesses 7 July 2014
- 17. 17 SWOT ANALYSIS 6.57% Market Growth Does notfall under DPCO Addiction Misuse Competitors Other combination brands Opportunities Threats 7 July 2014
- 18. 18 To achieve 1.00%market share in the year of launch. To be in the Top 5 brands of cough preparation market by 2020. OBJECTIVE: SHORT TERM AND LONG TERM 7 July 2014
- 19. 19 Metro Cities Class 1Cities Class 2 Cities MARKET SEGMENTATION PAN INDIA 7 July 2014
- 20. 20 • Target areas-PAN India, majorly focusing on metro cities. • Target customers: • Paediatricians • Chest specialists (TB) • Consulting physician • General practitioner TARGET AREAS AND CUSTOMERS 7 July 2014
- 21. 21 DOCTOR CLASSIFICATION Total Doctor-150/MR DOCTOR BREAK – UP VIP DOCTORS Chest TB 10 5 CP 35 20 PD 35 20 GP 70 45 TOTAL 150 90 7 July 2014
- 22. Sales Force PlanningMR Working Days Call/Day Call /Month Assumptions 1 24 10 240 200 24 10 48000 Dr Classification Dr/MR Call to Dr/Month Calls to Dr/Month Dr Total Class A 90 2 180 36000 Class B 60 1 60 12000 Total 150 240 48000 Dr by Specialty Dr/MR Class A class B Calls to Dr/Month Dr Total General Physician 70 45 25 90 25 115 pedia 35 20 15 40 15 55 Physician 35 20 15 40 15 55 Chest TB specialist 10 5 5 10 5 15 = 240/MR 7 July 2014 22 FIELD FORCE PLANNING
- 23. 7 July 201423 PRICING Product out of price control MRP 25 Vat (5%) 1.25 ED (6%+3%) 2.09 Discount to retailer 25% 5.413813 Price to retailer 16.24144 Discount to stockist 10% 1.624144 Price to stockist (NRV) 14.63 Company margin 78% 11.4114 Basic Cost 3.2186
- 24. Visual Aid 7 July2014 24
- 25. Communication • Doctor Iam (first name only) from Kriya Pharmaceuticals. • Doctor here is the season of cough, don’t let your patient suffer, let them enjoy monsoon. • For better breathing of your patient please Rx KOF- FREE better day long ACTION. • Which contains SALBUTAMOL 1mg + AMBROXOL 15mg + GUAIFENESIN 50mg. And it comes with Mango flavor and packed in HDPET bottle. • Doctor for your patients suffering from Bronchitis, Bronchial Asthma, COPD, RTI, seeking your valuable prescription support for KOF- FREE 7 July 2014 25
- 26. 7 July 201426 REMINDER CARD AVAILABLE IN 100 ml BOTTLE Contains Pearlitol- Offers cooling sensation
- 27. COUGHLoss of Concentration Isolation FromFriends Sleeplessness Breathlessness 277 July 2014
- 28. Happy at Work FriendsForever Good Sleep Easy Breath 287 July 2014
- 29. 7 July 201429 IN- CLINIC Activities Sales Rep Visiting Doctors
- 30. LAUNCHING GIFT Kriya Pharmaceuticals Wemake lives healthier 7 July 2014 30
- 31.
- 32. Promotional expense Q1 Q2Q3 Q4 Apr-Jun (in Rs) Jul-Sep (in Rs) Oct-Dec (in Rs) Jan-Mar (in Rs) Visual Aid 4000 4000 4000 4000 16000 Leave Behind Literature 37500 37500 37500 37500 150000 Launching gift 54000 54000 Samples 25600 25600 25600 25600 102400 Activity 36600 35000 35000 35000 141600 Inputes 90000 82000 82000 82000 336000 800000 Promotional Inputs Total (Rs) 7 July 2014 32
- 33. P&L Price elements year 1(Rs) Year2 (Rs) Year 3 (Rs) No. Of units 138141 147232 203931 NR/Unit 14.63 14.63 14.63 Sales 2021002.83 2154004.16 2983510.53 Cost of goods 444814.02 474087.04 656657.82 GM 1576188.81 1679917.12 2326852.71 GM% 77.9904306 77.9904306 77.99043062 7 July 2014 33
- 34. First year forecasting MONTH1MONTH2 MONTH3 MONTH4 MONTH5 MONTH6 MONTH7 MONTH8 MONTH9 MONTH10MONTH11MONTH12 NO.OFDRSTARGETED30000 30000 30000 30000 30000 30000 30000 30000 30000 30000 30000 30000 COVEREDNO.OFDRS25500 25500 25500 25500 25500 25500 25500 25500 25500 25500 25500 25500 STRIKERATE 5% 5% 5% 6% 6% 8% 8% 10% 10% 10% 8% 8% NO.OFDRSTOPRESCRIBE1275 1275 1275 1530 1530 2040 2040 2550 2550 2550 2040 2040 P/DCATEGORY 25 25 25 25 25 25 25 25 25 25 25 25 P/DBRAND 1 1 2 2 2 3 3 5 7 7 7 7 TOTALNO.OFPATIENTSIN MONTHS1275 1275 2550 3060 3060 6120 6120 12750 17850 17850 14280 14280 TOTALNOOFUNITCONSUMPTION1275 1275 2550 3060 3060 6120 6120 12750 17850 17850 14280 14280 NDP 14.63 14.63 14.63 14.63 14.63 14.63 14.63 14.63 14.63 14.63 14.63 14.63 TERTIARYSALES 18653 18653 37307 44768 44767.8 89535.6 89535.6 186532.5 261145.5 261145.5 208916.4 208916.4 SECONDARYSALES20519 20519 41037 49245 49245 98489 98489 205186 287260 287260 229808 229808 PRIMARYSALES 25648 25648 51296 61556 61556 123111 123111 256482 359075 359075 287260 287260 2021080 7 July 2014 34
- 35. Forecasting YEAR 1 YEAR2 YEAR 3 Sales (Rs) 2021002.83 2154004.16 2983510.5 NR/Unit 14.63 14.63 14.63 No. Of units 138141 147232 203931 Costs of Goods 444814.02 474087.04 656657.82 Gross Margin (Rs) 1576188.81 1679917.12 2326852.71 Adv & Promo Exp. 800000 818521 1133733 Selling Exp.(5%) 101050.1 107700.2 149175.53 Distribution Exp. (5%) 101050.1 107700.2 149175.53 PBT 574088.61 645995.72 894768.65 7 July 2014 35
- 36. 7 July 201436 THANK YOU !!