Heme Iron Brand Plan

1. Brand Plan 2018/19
GLOBIFER
1

2. GLOBIFER
Market Personality
Target Customer
Insight
Reason Why
Functional Benefits
Emotional Benefits
2

3. • No adverse effect even after long use
• Easy Dosage Administration: 1 or 2
Tablets/Day
• Freedom to Travel for Chronics when
switching from I.V. Therapy
Emotional Benefits
3

4. Therapeutic Doses
Typical short-term therapeutic
dosage to correct Iron deficiency is
100 to 200 mg daily
Once Body’s Iron stores reach normal levels, however
this dose should be reduced to the lowest level that
maintain Iron balance
Uses
• Most obvious use is to treat Iron
deficiency
• Severe Iron deficiency causes
Anemia
• Excessively heavy menstruation
can certainly cause Iron loss
• Pregnant women commonly
develop Iron deficiency Anemia
• Iron supplements, however can
be hard on stomach, thereby
aggravating morning sickness
Fairly Low supplemental dose of Iron-20 mg daily-is
very nearly as effective for treating Anemia in
Pregnancy as 40 mg or even 80 mg daily & is less
likely to cause GI side effect
Insights
4

5. Infants
0-6 Months: 0.27 mg
7-12 Months: 11 mg
Children
1-3 Years: 7mg
4-8 Years: 10 mg
Males
9-13 Years: 8 mg
14-18 Years: 11 mg
19 Years & Older: 8 mg
Females
9-13 Years: 8 mg
14-18 Years: 15 mg
19-50 Years: 18 mg
50 Years & Older: 8 mg
Pregnant Women: 27 mg
Nursing Women: 9 mg (10
mg if 18 Years Old or
younger
Obstetrics & Gynecology of Trinity
Insights
5

6. • Most common nutrient deficiency
• Worldwide 700 Million individuals
have Iron deficiency Anemia
• Iron deficiency is widespread in
developing World
• Also prevalent in developed Countries
Groups at high risk are Children, Teenage girls, Menstruating women (especially those
with excessively heavy menstruation, known as Menorrhagia), Pregnant women & the
Elderly.
Insights
6

7. Insights
7

8. Insights
8

9. Insights
9

10. Insights
10

11. - Viteri. Adv. Exp Med Biol 1994, Bhatt J. Obstet Gynaec Ind. 1997
Insights
11

12. - ICMR 1989, Lops et al Am Fam Physician 1995
Insights
12

13. - Prema et al Nutr. Rep Int. 1981; Lozoff et al NEJM 1992
Insights
13

14. - Agarwal et al Ind. J. Med. Res. 1991; Preziosi et al Am J Clin Nutr 1997
Insights
14

15. Insights
15

16. Insights
16

17. Insights
17

18. Insights
18

19. - Sharma JB Obstet Protocol, 1998
Insights
19

20. Insights
20

21. - Sloan et al Mother care Project, 1992
Insights
21

22. - Sloan et al Mother care Project, 1992
Insights
22

23. - Government of India, 2000
Insights
23

24. Insights
24

25. Insights
25

26. Insights
26

27. - Ridwan et al Am J. Clin Nutr. 1996
Insights
27

28. - Prema K. Obst. & Gynaecol 1992
Sharma JB, In Progress in Obst. &
Gynaec, 2002
Insights
28

29. - Bhat J. Obstet Gynecol Ind. 1997
- Sharma & Jain (MD Thesis 2002)
Insights
29

30. Sharma JB, In Progress in Obst. &
Gynae.(Studd) 20023
Insights
30

31. Sharma JB, In Progress in Obst. &
Gynae.(Studd) 20023
Insights
31

32. 4. HEME IRON (GLOBIFER)
Insights
32

33. Insights
33

34. Functional Benefits
34

35. Mechanism of Absorption & Metabolism
Functional Benefits
35

36. Mechanism of Absorption & Metabolism
Functional Benefits
36

37. Advantages
Functional Benefits
37

38. Target Customers
• Gynecologists
• Lady GPs
• Physicians with GP Practice
Reason Why
Groups at high risk are Children, Teenage girls, Menstruating women (especially those
with excessively heavy menstruation, known as Menorrhagia), Pregnant women & the
Elderly.
38

39. BRAND MAT VAL FEB 16 MAT VAL FEB17 MAT VAL FEB 18 MAT VAL GR FEB18
Total Market 663.5 761.5 874.0 14.8
OROFER FCM 51.8 78.1 117.8 50.8
OROFER-S 65.1 71.4 78.3 9.7
HEPATOGLOBINE 37.0 41.4 46.3 11.8
FERIUM 28.7 38.8 52.5 35.1
IMAX S 28.6 34.8 42.4 21.6
OROFER-XT 28.2 34.8 42.9 23.2
RICHAR 26.6 30.4 34.8 14.3
RUBIRED 27.8 28.5 29.3 2.7
CHERI 28.4 27.8 27.3 -1.9
FERINJECT 23.7 27.0 30.6 13.7
BRAND MAT VAL JUN 16 MAT VAL FEB 17 MAT VAL FEB 18 MAT VAL GR FEB 18
Capsule Market 38.5 54.2 76.2 40.6
FEFOL Z 14.6 15.8 17.1 8.3
FERISOME 0.5 9.4 180.4 1822.4
COEHB 7.9 6.7 5.6 -15.5
OROFER 4.1 4.2 4.5 4.8
SPEEDRAL 0.0 3.7 #DIV/0! #DIV/0!
I-FAG 3.0 3.4 3.9 13.5
IWIN 0.0 2.1 #DIV/0! #DIV/0!
HEPATOGLOBINE 2.1 1.7 1.4 -16.2
HEMOGOLD 1.3 0.9 0.7 -25.5
VITCOFOL HB 0.0 0.9 #DIV/0! #DIV/0!
TOP 10 Brands
Market
39

40. TOP 10 Brands
BRAND MAT VAL FEB 16
MAT VAL FEB
17
MAT VAL FEB
18
MAT VAL GR FEB
18
Tablet Market 125.8 138.6 152.7 10.2
LUPIHEME 7.2 21.1 61.9 193.7
RUBIRED 15.7 16.1 16.6 2.9
LIVOGEN XT 11.7 12.5 13.3 6.8
MASHYNE 12.6 9.8 7.7 -21.7
RICHAR 5.1 8.9 15.6 74.3
FUR XT 6.1 6.3 6.6 4.4
PP 26 2.5 4.7 8.8 86.0
IREX 4.7 4.3 4.0 -7.1
FERIKIND 3.9 3.6 3.4 -6.0
FEROX XT 2.9 3.4 4.0 18.4
BRAND MAT VAL FEB 16 MAT VAL FEB 17 MAT VAL FEB 18
MAT VAL GR FEB
18
Syrup Market 374.8 407.4 459.9 12.0
DEXORANGE 198.4 203.1 219.8 8.2
R B TONE 38.4 56.2 61.7 9.8
HEMFER 43.9 44.5 43.0 -3.4
CHERI 28.4 36.2 42.6 19.1
HAEM UP 33.9 34.8 37.1 6.5
HEMOZINK 11.3 12.3 18.5 65.2
OROFER 3.5 4.0 7.3 -9.5
FEROX XT 2.3 2.5 2.8 10.3
IROFOLVIN 2.7 1.5 0.8 -45.9
TRIFER 1.8 1.3 0.9 -27.9
Market
40

41. Personality
Sophistication
Fe++
Fe++
Fe++
Fe++
Fe++
• Iron integrated with hemolyzed hemoglobin in a
special process is perceived by the body as
Heme Iron.
• The added iron will be absorbed with the
hemoglobin. No reactive free iron ions are left
in the gut.
41

42. Brand Vision & Objectives
BrandVision
Brand Objective
To attain 2% MS by this FY
To be the most prescribed Brand in Niche Segment
42

43. Category Landscape
Trend & Growth
Drivers
Competition Patient/Consumer
Insights
Sports Nutrition Ferrous sulfate Iron Deficiency Anaemia
Medicinal Supplement Carbonyl iron Anaemia during
Pregnancy & Lactation
Liquid
Ferric citrate.
To treat Low Blood
Levels of Iron
Capsule Iron dextran Complex Iron Deficiency Anaemia
Syrup
Iron sucrose
Iron Deficiency Anaemia
in people with Kidney
Disease
Gel Caps Ferric carboxymaltose Iron Deficiency Anaemia
Soft Gel Ferrous gluconate Iron Deficiency Anemia
Heme Iron Polypeptide Ferrous fumarate For Anaemia or during
Pregnancy
43

44. Brand SWOT Analysis
Weakness
NA
Threats
• Market is filled with lots of competitor
• Anytime Combination can come in DPCO
Opportunity
• 50% of Indian population is suffering
from Anemia
• Total market of Hematinic is around
• 874 Cr. Growing @ 14.8% by Pharmatrac AWACS
• Universe of gynecologist is around 75k
Strength
• Globifer is safe & Natural
• Globifer is easily absorbed as a whole
structure with high bioavailability
• No Free Iron ions are left in the gut ,
Hemoglobin not absorbed is inert & will not irritate
• Globifer uptake is not affected
by Low acid content in the stomach
• Globifer will not cause Oxidative Stress
in the system
• Globifer has Large prospective buyer
groups: Fertile females & Pregnants, CKD & IBD Patients also
44

45. Opportunity Size Analysis
Question Marks Stars
Dogs Cash Cows
MarketGrowth
Market Share
Low
Low
High
High
GLOBIFER
45

46. Brand Short Priorities
• Fishbone Analysis
2018/2019
Medical
Education
Program
Patient
Education
Program
Gimmicks,
Posters
Launch Letters
to MDs,
Pharmacists Symposia
Video News
Release, Press-
kit
Launch
46

47. Brand Assortment
Current Expansion
6mg 12 mg
WithVit B6/Vit B12 With Folic acid, L-Methylfolate,
Iodine
WithVit C
47

48. Brand Access Strategy
Channel 1 Channel 2
Banner Ads
Ad words,
Retargeting
Paid Social Media
Affiliate Marketing
Training & Product Demo for
Field Staff
Slide Deck
Product Launching Day
Planner
Commercialization &
Introduction to Target Market
Product Survey to Customer
Schedule & conduct Customer
success Calls & Interviews
Current and Planned within the year
48

49. Brand Pricing Strategy
Price Rationale Position vs.
Competition
Lupiheme Rs. 229 for 10’s
Rubired Rs. 108.7 for 10’s
Livogen XT Rs. 119.33
for 10’s
Premium Priced
Reasonable Pricing
Should be at the middle
not very high or not very
low. Rs. 150-175 for 10’s
49

50. Brand Promotion Strategy
OBJECTIVE STRATEGY ACTIVITY
EXPAND
Labelled indication promotion
Promote concept of Heme
Iron GLOBIFER with references
& guidelines
GLOBIFER is safe for every one
concept
Gynae conference
participation to create
awareness
Off-label indication promotion Promotion in PE, DVT & SV
CONVERT Doctor conversions
GLOBIFER RTDs
Ensure availability at point of
usage for first breakthrough
RETAIN Relationship Management Regular relationship
management activities 50

51. Accreditation Program
51
Special Activity

52. ROYAL COLLEGE OF PHYSICIANS
• Founded in 1518 (499 years old), it set the first
international standard in the classification of diseases
• British professional body dedicated to improving the
practice of medicine – by accreditation of physicians
by examination
52

53. 53
CAMPAIGN – RCP ACCREDITATION PROGRAM
(STARTS Q2)
Aim: To generate new prescribers for GLOBIFER Gyn. Range (@5/TSO),
fueling the group growth to targeted 24%
Modus Operandii: ABM driven campaign
Target: 3000 Doctors
• 2400 Non-prescribers (5/TSO)
• 600 Student Doctors (from Covered Medical Colleges)
Duration of the Campaign: JULY’18 – Dec’18 (6 months)
Medical
Certification
A total of 6 touch points throughout the campaign

54. FOR GLOBIFER DAY DOCTOR’S
GLOBIFER Day
(Apr & Jun’17)
Identify 5
PotentialPrescribers
/ HQ
Enroll them for RCP
Accreditation
Program
Q2 & Q3 GLOBIFER
Day to have RCP
course as key input
Ensure increase in
prescriber base
54

55. CATCH’EM YOUNG
55
Medical
College PG
A total of
600 PGs to
be enrolled
Long term
prescriber
generation

56. 56
CAMPAIGN – RCP ACCREDITATION PROGRAM
(STARTS Q2)
Medical
Certification
Visit Month Input
Visit 1 July 2018 Welcome Letter
Visit 2 August 2018 Summary Letter
Visit 3 September 2018 Module 1
Visit 4 October 2018 Module 2
Visit 5 November 2018 Assessment Test – Online
(In case of Offline – 1 extra hit)
Visit 6 December 2018 Certification

57. 57
RCP ACCREDITATION PROGRAM - CERTIFICATION
Certification to enrolled doctors
in December 2018
Aimed at
Generating Happy Customers
The Promise of Pure Service

58. Brand Marketing Expense Summary
Q1 Q2 Q3 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)
Planning Minimum Resources Possible
58
Special Activity, National, Zonal, Regional Conference Participation & Media
Expenses excluded

59. Brand Sales Forecast (Volume)
YEAR 1 YEAR 2 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
59

60. 60
Positioning & pay-off
GLOBIFER
SPECIALTY: GYNAE, LADY GP,
Physicians with Gyne Practice
Positioning: In Iron deficiency condition trust the Champion
Rx
GLOBIFER
Pay off: An Assurance of Safe & Natural Iron with

61. 61
VA Communication
She require her Husband’s Love, your care & a
Hematinic which showers affection on her
Rx
GLOBIFER
An Assurance of Safe & Natural Iron with
Safe & Natural
Easily absorbed as a whole structure with high bioavailability
No Free Iron ions are left in the gut
Uptake is not affected by Low acid content in the stomach

62. THANK YOU !
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