My contributions in the business arena of Veterinary pharmaceuticals, nutritionals and animal genetics in India

1. Abhay
Contributions so far…

2. QUALIFICATION
 B. V.Sc. & A.H. (Veterinary Science) from G.B. Pant
University of Agriculture and Technology, India in 1990.
 M. V.Sc. (Veterinary Medicine) from G.B. Pant University
of Agriculture and Technology, India in 1994.
 EGMP (Executive General Management Programme) from
Indian Institute of Management, Bangalore, India in 2009.

3. PRÉCIS
 Established innovative and exemplary leadership in Animal
health and Nutrition sales and marketing.
 Presently as Senior General Manager (Bovian Healthcare)
created a strong team of 126 members of Livestock and
Companion Animal business division and launched several
innovative concepts and formulations i.e. Mofoi, Nubo, Nubo
High, Proud, Mpower etc.
 Helped NDDB to create systems and SOPs for being a
part of ambitious National Dairy Plan (WB sponsored 17,300
cr project) as General Manager- Operations, Livestock
Productivity Services division of Indian Immunologicals Ltd.

4. PRÉCIS
 Created milestones as Business Head-Dairy (Provimi,
Netherlands) by converting an ailing unit to profit making
division.
 As Marketing Head (Intas Pharmaceuticals Ltd, India),
launched several marketing campaigns and created number
of known brands in the domestic dairy industry i.e. Melonex
(Rs 35 crore), Intacef (Rs 12 crore), Tribivet (Rs 9 crore),
Calshakti (Rs 8 crore) etc.

5. PERFORMANCE GRAPH
Dair y Division ( Pr ovim i)
4000 3800
3493
3500
Rupees in lakhs
3000 2850
2500 2257
2000
1659
1500
1000
500 Per. 136% Per. 101% Per. 100%
Gth. +3% Gth. +09%
Gth. +36% Gth. +27% Gth. +23%
0
Yr 2006 Yr 2007 Yr 2008 Yr 2009 Yr 2010

6. PERFORMANCE GRAPH
PND Division ( Pr ovim i)
250
225
Rupees in lakhs
200
Gth. +10% Gth. +85% Gth. +133% Gth. +110%
150
107
100
46
50 37
0
Yr 2007 Yr 2008 Yr 2009 Yr 2010

7. PERFORMANCE GRAPH
Livest ock Pr oduct ivit y Ser vices
Div. ( I I L)
3500 3124
Rupees in lakhs
3000
2500
2000 1721
1500
1000
500 TARGETED
Gth. +8%
Gth. +81%
0
Yr 2011 Yr 2012

8. TEAM MOTIVATION
27 7 2
Promos Promos Promos
21
Promos
Created 57 performance linked “in-house promotions”

9. PROFESSIONAL JOURNEY
(18+ years of Business experience)
SENIOR GENERAL MANAGER- BOVIAN
GENERAL MANAGER- Livestock Productivity Services
GENERAL MANAGER- INDIAGEN
BUSINESS HEAD- DAIRY (India and Subcontinent)
BUSINESS HEAD- DAIRY and PND
BUSINESS HEAD- DAIRY
AGM- MARKETING
MARKETING MANAGER
Sr. MANAGER- TECHNICAL SERVICES and TRAINING
MANAGER- NEW PROJECTS and TRAINING
MANAGER- SALES PROMOTION and TRAINING
PRODUCT MANAGER
ASSTT. TECHNICAL MANAGER

10. Core
Campaigns
Competitive Creative
Strategies Branding
5 Cs
INNOVATIVE
MARKETING
Communication Conceptual
Strategy Ideas

11. CORE CAMPAIGNS
 “Most Powerful and Safe NSAID” campaign on Mega
brand Melonex in NSAID category. Major initiative to create
Rs 35 crore brand.
 “Superior over liver extract”, a myth buster campaign on
Tribivet over several other liver extract formulations in B-
Complex category. Major contribution to create Rs 9 crore
brand.
 “Vanilla Flavour” campaign on Provical Forte has
improved the acceptability to create a Rs 5 crore brand.
Continued…

12. CORE CAMPAIGNS
 “Jagriti Ek Prayas” and “36 hrs Challenge” deworming
awareness campaigns on All Clear in generic anthelmintic
category generated sustained 150% growth consistently for a
span of two years (08-09 & 09-10).
 “Hold Your Hand” Brucellosis Awareness campaign on
Vetmate has garnered good response among veterinary
practitioners to create Rs 6 crore brand.

13. CREATIVE BRANDING
 “Increases Milk Yield- Prevents Mastitis” positioning with
Provical Forte in generic liquid oral calcium category to
create Rs 5 crore brand.
 Promotion of “Faster rejuvenation of Rumen microflora”
with Ecotas (Probiotic, prebiotic and growth stimulators
combination) in probiotic category. Major initiatives taken to
create Rs 6 crore brand.
 Strategic focus on new indications (Prolapse and threatned
abortion) created Duraprogen 3 ml as a Rs 4.5 crore brand.
Continued…

14. CREATIVE BRANDING
 “Initiates action in just 5 minutes” a dispersibility attribute
promotion with Rumentas in generic rumenotoric bolus
category. Created a Rs 5 crore brand.
 Positioning of “Strong rumenotoric” with
Parasympathomimetic action on vagus nerve for Catone
(contains Strychnos nuxvomica ) created Rs 5 crore brand in
generic appetite stimulant and stomachic category.
 Promotion of “Galactogogue action” with addition of
Leptadenia reticulata and Asparagus recemosus in
Calshakti. Major contribution to create Rs 8 crore brand.
Continued…

15. CREATIVE BRANDING
 Promotion of “Enriched with Mastitis prevention Factors”
trait with Premium milk yield booster Mpower, a powerful
galactogogue formulation for positioned for high yielders.

16. CONCEPTUAL IDEAS
 Radical concept of “Superiority over liver extract” on
Tribivet has changed the rule of using liver extract as liver
rejuvenation therapy.
 Unique concept of “Adjunct to mastitis treatment and
prevention” with Mammidium in micronutrients category to
create Rs 4 crore brand.
 Initiated Provimi model village concept based on animal
and farm management with advanced nutritional technologies
and management techniques for higher yields (eg. Hulikavi
village, Belgaum district).
Continued…

17. CONCEPTUAL IDEAS
 Created Integrated veterinary services approach by
converging the benefits of Breeding services segment with
Animal health services segment in IIL.
 Converted the business model of Animal health services
from Trading based model to Services Delivery Model in IIL.
 Initiated Pedigree Certification programme for Indiagen
bred calves.
 Created conceptual innovation of Premium Nutrition
Diets for cows (Nubo) and buffaloes (Nubo High) in Bovian
Healthcare. Continued…

18. CONCEPTUAL IDEAS
 Formulated and applied patent for Proud, a conceptual
product to prevent early lactation problems (ROP, Milk Fever,
Mastitis, Metritis), and provides higher and extended peak
milk yield in dairy animals.

19. COMMUNICATION STRATEGY
 Exclusive pan India rural marketing programme in Provimi
for promotion of Bestmin Gold, Provical Forte, Nutrisacc
bolus, E Care Se and Calup gel in nutritional category.
 During tenure in Provimi, hired Regional technical advisors
to educate Veterinarians as well as farmers separately on
various nutritional needs and therapeutic concepts.
 Provimi rural marketing vans to conduct continuous farmer
meetings across the country.
Continued…

20. COMMUNICATION STRATEGY
 Association with World Veterinary Day (4th Sat April), World
Milk Day (1st June), World Farm Animals Day (2nd Oct) and
Farmers Day (23rd Dec) activities to build a communication
bridge between veterinarians, farmers, society and industry.
 Regional language communication tools (flier, visual aid
etc.) to educate the farming community.
 Continuous feedback mechanism with field through daily,
weekly, monthly and quarterly monitoring systems.
 Regular participation in seminars, conferences, cattle and
farmer fairs etc.

21. COMPETITIVE STRATEGIES
 Initiated CRM (Customer Relationship Management)
activities for top veterinary prescribers of Provimi.
 Started Stockist Loyalty Programme for wholesalers in
Intas, Provimi and Bovian Healthcare.
 Set off RPM (Retail Prescription Monitoring) in Provimi and
Bovian Healthcare, which has given highly efficient feedback
system and control mechanism on business generation from
top customers.
 Initiated Breaking News concept in Provimi, based on
daily/ weekly/ monthly achievement of field force to boost
their motivation and enhance internal competition.
Continued…

22. COMPETITIVE STRATEGIES
 Designed several field monitoring systems and formats
i.e. Weekly Sales Closing, ASM Weekly Report on Sales and
Strategy Implementation, Territory Business Report,
Customer Segmentation and Coverage Plan, Monthly
Promotional Expenses Format etc in Provimi.
 Executed regular milk collection center visits to promote
nutritional products in Provimi.
 Initiated micro-marketing strategies in IIL with intensive
village based extension programmes i.e. Focus 5 Programme,
RAHI (Rural Animal Health Improvement) campaign etc.
Continued…

23. COMPETITIVE STRATEGIES
 Designed 3rd AI Insurance Plan to counter unscrupulous
players in AI services and to increase the repeat AI
performance of the Indiagen division by improving customer
loyalty.
 Initiated focused marketing plan with selected
customers, intensive fortnightly visits and customer wise-
product segmentation backed up with periodical retail
prescription monitoring in Bovian healthcare.

24. Journey Continues…