Calcium is essential for bone health, especially in infants. Breastfeeding provides optimal calcium, but lactating mothers can experience bone loss. The document presents a brand plan for a calcium supplement called MotherCal, positioned for lactating mothers. It highlights that MotherCal contains calcium citrate, which is better absorbed than carbonate, and also includes phosphate and vitamin D for bone health. Statistics show low rates of exclusive breastfeeding in India and need to support lactating mothers' bone health. The plan includes promotional materials to educate about breastfeeding and launch MotherCal.

1. BRAND PLAN: CALCIUM
2018-19

2. Life doesn’t come with a manual…
It comes with a mother !

3. “Motherhood is near to
divinity. It is the highest,
holiest service to be
assumed by mankind.”
- Howard W. Hunter

4. Breast milk formation and secretion.
Period
0-6 months after birth &
in some cases up to 2 years (like LBW and
Preterm)
Lactation

5. Stages of lactation
• Lactogenesis : Structural changes in breast for milk secretion
• Galactopoiesis : Continued production of milk
• Involution : Stopping of milk production

6. • Hormone-mediated after child birth
• When baby demands/sucks, milk is
secreted
• Known as milk let-down reflex
“Milk let-down reflex”

7. Composition
Water
Fat
Lactose
Casein
Lactalbumin & other milk proteins
Calcium and minerals
Vitamins
Antibodies
Major Minerals
Calcium, Phosphate & Magnesium
Major Vitamin
Vitamin D
Composition of breast milk

8. Exclusive breast feeding
Recommend :-
 Initiation of breast feeding within the first hour of life
 Exclusive breast feeding – where infant only receives breast
milk
without any additional food or drink, not even water
 Breast feeding on demand –as often as the child wants, day &
night
 No use of bottle

9. Benefits of breast feeding
Baby (Breast milk) Mother (Breast feeding)
Fresh, clean and easy to digest food
Protects against breast and ovarian
cancer
Offers many special anti-infective
substances
Causes the uterus to quickly
become like before pregnancy
Promotes physical and mental
development
Helps rapid return to pre-pregnancy
weight
Breast feeding promotes a strong bondage between mother-baby

10. Infant’s nutritional needs through
breast milk
Nutrient Role
Calcium Bone health
Vitamin D Bone mineralization & Immunity
Phosphate Bone growth
Magnesium Bone health

11. Calcium absorption
Active or
Transcellular
Passive or
Paracellular
Through the cells In between the cells
Calcium Citrate &
Calcium Carbonate
Only Calcium Citrate
Thus, Calcium Citrate is better absorbed than Calcium Carbonate and
½ the dose Calcium Citrate is better absorbed than Calcium Carbonate

12. • Highlight that BETTER DRIVES OUR
CHOICE with No. 1 Calcium Citrate brand- ,
due to its safety & superiority over other
Calcium brands in market.

13. Superior in
USPs of Calcium Citrate
Goodman & Gilman endorses Calcium Citrate
Absorption : Both active & passive absorption
Bioavailability : 2.5 times more Bioavailable compared to Calcium Carbonate
Safety : Compatible with Iron
Compliance : Acid – independent (Any time calcium)
Choice in Pregnancy : Low Lithogenic potential

14. Absorbable Calcium from Different
Brands
Name of the
Brand
Salt Content
(mg)
Elemental Calcium Absorbable Calcium
Elemental
Calcium %
Elemental
Calcium
Absorbable
Calcium %
Absorbable
Calcium (mg)
Shelcal 1250 40 % 500 mg 15 - 20 % 75 to 100
Calcium Sandoz 1250 40 % 500 mg 15 - 20 % 75 to 100
Calcimax 500 1250 40 % 500 mg 15 - 20 % 75 to 100
Calcimax Forte 1000 40 % 400 mg 15 - 20 % 60 to 80
Macalvit 625 40 % 250 mg 15 - 20 % 37.5 to 50
Corcium 562.5 40 % 225 mg 15 - 20 % 33.75 to 45

15. Safety of Calcium Salts
Sl. No. Calcium salt
Established Safety by
Journals & Clinical trials
1 Calcium Carbonate Average
2 Calcium Citrate
Excellent,
Unmatched
3
Calcium Citrate
Maleate
Average, was withdrawn earlier
for safety concerns

16. Comparison of Calcium Salts
Properties Calcium Citrate
Calcium
Carbonate
Coral Calcium
Calcium Citrate
Maleate
Absorbable Calcium 105 mg 75 mg 34 to 45 mg 91 mg
Standardization Standardized (USP & IP) Not Standardized Standardized
Gastro Intestinal Behavior Less risk of GI side effects
More risk of GI side
effects
Chances of Mineral
impurities
No risk
Safety in Pregnancy &
Lactation
Well Established Safety
Safe, but issues
with tolerability
Not Established Safe

17. Phosphate
Calcium and phosphate : a duet of ions
for bone health
J Am Coll Nutr. 2011 Oct;30(5 Suppl 1):438S-48S.
Abstract states …
• Calcium (Ca) and inorganic phosphate (P) are the two main minerals which give
strength to bones
• Bone contains about 99% and 80% of the body's entire supply of Ca and P,
respectively
• The Ca/P mass ratio in bone is 2.2, which is similar to human milk
• In conclusion, Ca and Phosphate constitute a key duo for appropriate bone
mineral acquisition and maintenance throughout life !

18. • Early hypocalcemia observed in preterm infants is common.
• It is possible to prevent osteopenia/rickets in the preterm infant
by maximizing intakes of calcium and phosphorus.
NeoReviews
April 2016, VOLUME 17 / ISSUE 4
Calcium, Phosphorus and the Preterm Infant
(Hypocalcemia - Low levels of blood calcium)

19. Role of Calcium, Phosphate & Vitamin D in Bone
Growth
• Bone growth needs more Calcium, Phosphate & Vitamin D
• All are critical components for bone structural integrity and
growth in early life
• Neonates & Infants (0-1 yr.): Active period of rapid bone
growth - Must
• Preterm and LBW infants: To ensure bone health: require
more

20. Magnesium
• Magnesium is an important mineral for
pharmacological activation, conversion &
transportation of Vitamin D
• Lactating mothers are magnesium deficient
• Magnesium to lactating mothers help
– Infant’s bone growth
– Vitamin D utilization

21. Vitamin D
• Maintains normal blood levels of Calcium &
Phosphate
• Ensures maximum calcium absorption and
bone mineral deposition
• Ensures calcium absorption from diet
• Without supplemental vitamin D: Breast milk
vitamin D is deficient

22. Goodman & Gilman
Recommendation
11th edition

23. Maternal bone loss & breast feeding

24. Maternal bone loss & breast feeding
• Lactating mothers loose up to 400mg
of Calcium per day through breast
milk
• Significant losses of bone mineral
occurs during lactation
• Bone loss occurs rapidly within the
first 3-6 months of lactation
– Will support maternal bone health
– Will reduce maternal bone loss
– Will help recovery of lost bone mass post
weaning
Site % of bone loss
Spine & Hip bones 3 to 9%
Forearm 0 to 5%
Total body 1 to 2%

25. What do statistics say …
… Let’s see

26. Xclusive breast feeding for first 6
months: Indian statistics
• 1 out of 2 infants still don’t receive exclusive breast feeding for the 6 months
• Exclusive breast feeding percentage has not increased in the last 10 years,
despite efforts
• Hence we continue to support “Breast feeding Week Campaign” in August ‘17
• Group’s Calcium is available for launch to doctors in the right occasion
47%
46%
47%
2005
2008
2012

27. • Still there are 12% of newborns on bottle feeding during the first six
months of life
• This implies that 20 lakh babies are suffering due to inadequate breast
feeding
• There is no substitute to mother’s love and mother’s milk
2005 2008 2012
14 %
12 % 12 %
Bottle feeding: Indian statistics

28. World breast feeding week
7

29. World breast feeding week -
India
1st - 7th August

30. Pack
1 Strip : 15 tabs.
1 Box : 2 x 15
1 Shipper : 30 x 5 x 2 x 15

31. MRP Rs.135.00
NR Rs.95.24
Price/Strip
Shelf life
24 months

32. Targeted specialty
 Gynecologists : 25
 Physicians with Gyne Practice : 5
 GPs : 5
TOTAL 35 doctors

33. POSITIONING & PAY-OFF – GYNAE.
For Healthy Pregnancy & Lactation
MotherCal
The Better Choice in Pregnancy
Calcium for Mother

34. Indications
Ideal choice for feeding mothers :
1. Term babies
2. Preterm babies
3. IUGR babies
Dose
1 to 2 Tablets per day

35. Pricing of Calcium brands with 1000 IU Vit D3
BRAND COMPANY SKU LAUNCH DATE PACK
MRP PER
STRIP (Rs)
MRP PER
TAB/CAP (Rs)
CALONAT-D3 EMCURE Nov-12 15s 153.7 10.2
CORCAL D LUIPN Jun-13 10s 115.0 7.7
TRIPLEACAL FD USV May-14 10s 95.5 9.6
CALM D3 OVERSEAS Nov-13 15s 193.5 12.9
TAYO ERIS May-13 6s 69.3 11.6
TOTALCAL D3 UTH HEALTHCARE Oct-12 20s 187.3 9.4
CALSHINE D ERIS May-11 10s 46.2 4.6
TRICIUM HD CORONA Jun-13 10s 50.0 5.0
ZECAL GOLD INDCHEMIE Mar-11 30s 239.0 8.0
XTRACAL HD PULSE Jan-11 10s 63.0 6.3
SUPRACAL XT + PHARMED Aug -16 15s 125.0 8.33
Competitive Pricing with Phosphate and Vitamin D 1000 IU advantage

36. Calcium brands with 1000 IU Vitamin D
BRAND
(COMPANY)
SUPRACAL XT +
(PHARMED)
CALONAT-D3
(EMCURE)
TRIPLEACAL FD
(USV)
CAL MD3
(OVERSEAS)
TAYO
(ERIS)
TOTAL CAL D3
(EMCURE UTH)
ZECAL-GOLD
(INDECHEMIE)
DELPOCAL
(DELCURE)
XTRACAL HD
(PULSE)
CALSHINE D
(ERIS)
Calcium
1000 mg
(Citrate)
500 mg
(Carbonate)
500 mg
(Carbonate)
1120 mg
(Orotate)
500 mg
(Carbonate)
500mg
(Carbonate)
250 mg
(Citrate Maleate)
250 mg
(Carbonate)
250 mg
(Citrate)
500 mg
(Oyster shell)
Vitamin D3 1000 IU 1000 IU 1000 IU 1000 IU 1000 IU 1000 IU 1000 IU 1000 IU 1000 IU 1000 IU
Magnesium 100 mg - - 180 mg - - - - -
Tribasic Calcium
Phosphate
225 mg - - - - - - - -

37. TAYO (ERIS)
CALONAT D3 (EMCURE)
TOTALCAL D3 (EMCURE UTH)
ZECAL GOLD (INDCHEMIE)
CAL MD3 (OVERSEAS)TRIPLE A CAL FD (USV)
Calcium brands with Vitamin D 1000 IU

38. DELPOCAL (DELCURE LIFESCIENCES)
CALSHINE D (ERIS LIFESCIENCES)
XTRACAL HD (PULSE)
Calcium brands with Vitamin D 1000 IU

39. Calcium brands with low strength Vitamin D
BRAND SHELCAL-500 CCM
CALCIMAX
500
SANDOCAL
500
MACALVIT
500
COMPANY TORRENT GSK MEYER NOVARTIS NOVARTIS
Calcium
500 mg
(Oyster shell)
250 mg
(Citrate Maleate)
500 mg
(Carbonate)
500 mg
(Carbonate)
500 mg
(Carbonate)
Vitamin D3 250 IU 100 IU 200 IU 250 IU 250 IU
Magnesium - - 75 mg - -
Tribasic Calcium
Phosphate
- - - - -
Other Ingredients - Folic acid 50 mcg
Zinc 4 mg ;
Se 35 mcg ;
Cu 1 mg ;
L Lysine 25 mg
- -

40. Calcium brands with low strength Vitamin D
SHELCAL 500 (TORRENT) CALCIMAX 500 (MEYER)
CORCIUM (LUPIN)
CCM (GSK)
CALCIMAX FORTE (MEYER)
SANDOCAL 500 (NOVARTIS)

41. Ensure enhanced promotional reach
Increase in Prescriber Base
Increase in PMPM in SUPRACAL Gynae. Group
OBJECTIVES

42. Easy to Launch VA

43. FRONT

44. PROMOTIONAL INPUTS: July 17 – March 18
PRINTS
FY 17-18
July-Sep'17 Oct-Dec'17 Jan’18-Mar'18
VA VA VA
Say No to Bottle Feeding Tent
Card
Co-promotion Sleeve Gynae Brand Reminder Card
Gynae Brand Reminder Card
Gynae Brand Reminder Card -

45. FORM
PS SALES
STRIP
PACKING
POLYPACK
STRIP
PACKING
MONO
CARTON
NO. OF
STRIPS/
MONO
CARTON
NO.
STRIPS/OUTER
CARTON
NO. OF
OUTERCARTONS
/SHIPPER
Tablet 1×6 20 1×15 NO - 10 30
PACKING: PS & SALES

46. RANK BRAND COMPANY MARKET
MOVING ANNUAL TOTAL (MAT) - VALUE IN CRS. GAINED
VALUE
2018 vs.
2017
MAY. '15 MAY. '16 MAY. '17 % GR.
1 SHELCAL TORRENT
CALCIUM CARBONATE + VITAMIN
D3
134.9 122.3 111.1 -9.2 -23.8
2 CCM GSK CCM - PLAIN / COMBINATIONS 41.6 44.7 48.3 8.1 -23.8
3 TRIPLEACAL USV OTHER CALCIUM COMBINATIONS 32.6 32.8 34.7 6.0 2.1
4 CALCIMAX 500 MEYER
CALCIUM CARBONATE + VITAMIN
D3
22.0 26.0 31.5 21.1 9.5
5 SUPRACAL PHARMED OTHER CALCIUM + VITAMIN D3 19.3 23.1 29.8 28.7 10.5
6
CALCIMAX FORTE
PLUS
MEYER
CALCIUM CARBONATE + VITAMIN
D3
18.4 22.1 26.6 20.2 8.2
7 CALDIKIND PLUS MANKIND
CALCIUM CARBONATE + VITAMIN
D3
15.8 21.6 24.3 12.4 8.5
8 CALCIUM SANDOZ NOVARTIS OTHER CALCIUM COMBINATIONS 23.8 23.9 22.7 -5.1 -1.1
9 OSTOCALCIUM B 12 GSK OTHER CALCIUM + VITAMIN D3 66.5 35.7 18.3 -48.9 -48.2
10 NEWBONA ACTIVE AKUMENTIS CALCIUM + CHOLECALCIFEROL 0.0 2.1 18.2 762.6 18.2
TOP 10 BRANDS: OVERALL CALCIUM & VITAMIN D3 COMBINATION:
AWACS 17-18

47. • The top 2 brands in this market are showing loss in sales in Oct. 2014 over Oct. 2012
• New Bona active from Akumentis launched in 2013, has shown good gain of 18.2 Crs. in just
one year

48. COMPETITOR REBUTTAL FOR TOP 5 BRANDS
SL. NO. BRAND COMPANY COMPOSITION WEAKNESS
1 SHELCAL ELDER Elemental Calcium 500 mg, Vitamin D3 250 IU
Major weakness- all
brands, except CCM
are Calcium
Carbonate
combination
2 CCM GSK
Absorbed Calcium is 91 mg, No benefits of
Magnesium & Zinc, Vitamin D3 is less , Was earlier
withdrawn and then re launched
3 TRIPLE-A-CAL USV
Calcium 150 mg (Calcium derived from calcium
Carbonate)
4 CALCIMAX 500 MEYER
Calcium Carbonate 500 mg, Magnesium Hydroxide IP
75 mg, Zinc Sulphate Monohydrate IP 4 mg, Vitamin
D3 200 IU, L- Lysine Hydrochloride USP 25 mg,
Sodium Borate 1 mg.
5
NEW BONA
ACTIVE
LUPIN Calcium Carbonate combination
All above mentioned Competitors are with Calcium Carbonate combination, where as we
are with Calcium Citrate combination , which is the best, safest and higher bio-available
calcium as per clinical drug investigation 2011

49. CAMPAIGNS
Q1 Q2 Q3 Q4
ATC DAY – EVERY MONTH

50. STRATEGIC ROADMAP – FY 2017-18
NP to RP strategy
MBD led “RCP Certification programme”@ 5/MR
Blanket coverage strategy
TSO driven massive promotional reach through
VA & Prints
RP retention strategy
- 5/TSO high value BRs
- Avg. 20/TSO mass BR campaigns

51. PS SLAB Q1 FY 17 - 18
PS: 2017
SL. NO. PRODUCT PACKING
SLAB
1 2
1 TABS 1 X 6 160 80
PS: 2017
SL. NO. PRODUCT PACKING
SLAB
1 2
2 TABS 1 X 6 160 80
PS: 2017
SL. NO. PRODUCT PACKING
SLAB
1 2
3 TABS 1 X 6 160 80

52. MARKETING ACTIVITY Sep-17 Oct-17 Nov-17
PRINTS √ √ √
SPECIAL ACTIVITY* √
BR √ √
SUPRACAL DAY √ √
MAGNETIC BADGE √ √ √
PS √ √ √
PROMOTOGRAM FY 17 - 18
*SPECIAL ACTIVITY FOR OCT’17 – DIWALI CAMPAIGN

53. PRODUCT DAY – 2017
• Objective: New Prescriber Generation
• Target: 7 NPs per M.R.
• Detail only Calcium and sample either PS / LB / BR
accordingly
• Inputs –
Prints / BRs / Reminder Cards / Magnetic Badge (For Brand
Exposure)
Every month 2nd & 4th Friday

54. SWOT ANALYSIS

55. STRENGTHS
• Excellent brand equity as the 1st Calcium Citrate
brand, superior alternative to Calcium Carbonate
• Multi-parameter Calcium Citrate superiority versus
older & newer Calcium salts backed by literature
• Pharmed's identity in market being our No.1 brand in
market
• Strong Rx'er base amongst Gynae., registering 20-plus
Crs.
• Excellent growth trend
• Loyal Rx'er base
• Expanding market
• Very high profitability
WEAKNESS
• Pricing versus Calcium Carbonate brands
• Tablet size due to molecule size versus smaller tablet
size of other Calcium salts
• Lower bioavailability versus newer Calcium
• Rx exploitation amongst GPC
OPPORTUNITY
• Aim to be amongst the top 10 brands
• Aim 10-plus Crs.
• Rx scope amongst GPC & other specialties
THREAT
• Newer Calcium salts with unique USPs - 90%
bioavailability, direct bone Calcium deposition, etc.
• Rising acceptance of higher-dose Vitamin D3 along with
Calcium
• Rampant prevalence of Chemist activity & offers in
Calcium market
SWOT ANALYSIS

56. Sales Plan for 2017-18
Category Q1 Q2 Q3 Q4 TOTAL
Total Sales (Rs)
Sales
Unit Sales
Market Share % % % % %

57. MONTHLY Net Sales By 2018: Actual to Plan

58. Sales Result for 2017-18 by Quarter Compared to Plan

59. Market Share Trend Over last 2 Years

60. Reach & Frequency Objectives
Tiers Speciality Number of
Doctors
Number of
calls per
month
Priority
1 Gynecologists 25 2
2 Physicians with
Gyne Practice
5 1
3 GPs 5 1

61. Annual Sales Objectives
Revenue and Market Share Objectives:
J F M Q1 A M J Q2 J A S Q3 O N D Q4 Total
Total
Sales
Sales in
Rs. Of
Market
Share of

62. End User Objectives
J F M Q1 A M J Q2 J A S Q3 O N D Q4 Total
End
Users
Base Line
New
Switches
Total

63. End User Objectives
J F M Q1 A M J Q2 J A S Q3 O N D Q4 Total
End
Users
Base Line
New
Switches
Total

64. Customer Objectives
J F M Q1 A M J Q2 J A S Q3 O N D Q4 Total
Customer
Base Line
New
Lost
Total

65. Monthly sales report/ forecast
Month Cumulative (Year to Date)
Sales for Month Actual Plan Variance % Actual Plan Variance %
Volumes/ Quantity/ Number
Average order Value
Next Month forecast
Volume/ Quantity/ Number
Number of orders
Average order value
Quarter forecast
Volume/ Quantity/ Number
Number of Orders
Average order value
Year forecast
Volume/ Quantity/ Number
Number of Orders
Average order value
Summary/ forecast of sales performance and activities

66. Leading & Lagging Indicators
Leading Indicators to Monitor
Daily Sales Flash of ex-factory (Shipments) sales
Wholesaler inventory levels
New end user referrals
Sales rep reports on new business
Sales rep call activity reports
Red Alerts: Competitive activity
Red Alerts: Flag specific customer sales which drop >10%
Field requests for Marketing Materials

67. Leading & Lagging Indicators
Lagging Indicators to Monitor
Wholesaler out low data
Market demand data
Pharmacy stocking reports
AWACS/ IMS data
Tier movement data
Primary market research

68. Annual Planning Cycle
Planning Cycle
Required Input Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Input to
Marketing Plan
Create 1st
rough draft of
National Sales
Plan
Submit
Budgets
Plan Approvals
Complete
National Sales
Plan
Complete all
Regional &
territory Plans
Complete
Target Account
Plans
Sales Meetings
National
Meetings
Regional
Meetings