Report On Marketing Plan Of Ut Tone

Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

Marketing Plan of UT-Tone

As Partial Fulfillment of PGP – Pharma Program at Stevens Business School

For

Lincoln Pharmaceutical Ltd

Prepared By

Dipa Shah
Mitesh Shah

Under guidance of

Mr. C T Kapadia (Marketing Manager, Lincoln Pharmaceutical Ltd)

Dr. Raashid Saiyed (Director, Stevens Business School)

Stevens Business School, Batch: 2009 - 2011 Page 1


PROJECT CERTIFICATE

Date: 18/12/2010

Dr. Raashid Saiyed

Professor & Director

Stevens Business School

Near Khatrej,

Gandhinagar 382721

Dear Sir / Madam:

Sub: Project Certificate

This is to certify that Ms. Dipa Shah and Mr. Mitesh Shah of your institute have satisfactorily completed
live Project in our Company from 25th October to 15th December 2010. During the period of the Project,
they were given on-the-job training covering various areas/given tasks and responsibility comprising
market survey and making marketing plan on UT-Tone. They have completed and submitted the Report
on Marketing Plan on UT-Tone on 15th December 2010. They have presented the Report in proper form
before company official concerned on 13th December 2010.

______________________

(Signature)

Mr. C T Kapadia

Marketing Manager, Lincoln Pharmaceutical Ltd



DECLARATION

We, Dipa Shah and Mitesh Shah, student of Post Graduate Program - Pharma of Stevens
Business School, Gandhinagar here by declare that the project work entitled “Marketing Plan of UT-
Tone” submitted to the Lincoln Pharmaceutical Ltd, India, Ahmedabad, is a record of an original work
done by us and this project work is submitted in the Partial Fulfillment of PGP – Pharma Program at

This project is a result of culmination of our sincere efforts. This report has not been submitted
to any other University or Institute for the award of any degree or diploma.

We declare that this submitted work is done solely by us and to the best of our knowledge. We
have tried at our level best to collect precise detail to provide useful information to the company.

We also declare that all the information collected from various sources has been duly
acknowledged in this project report.

Dipa Shah

Mitesh Shah

PGP (Pharma)




ACKNOWLEDGEMENTS

Here, we take this opportunity to humbly express our gratitude to all those concerned with our
project entitled “Marketing Plan of UT-Tone”. We would like to share the success of our project amongst
the person who has directly and indirectly helped us to complete this project.

We are extremely thankful to Mr. C T Kapadia for providing us and opportunity to work with
Lincoln Pharmaceutical Ltd, Ahmedabad. My sincere thanks to Ms. Alefiya Contractor (PMT. Teresa,
Lincoln Pharmaceutical Ltd, Ahmedabad) for her perseverance, co-operation and constant help and
guidance throughout the project, which helps us to increase our knowledge and professional skills in
innovative manner. We are also thankful to entire Lincoln Pharmaceutical team for giving us the co-
operative and friendly support for the project.

In providing concrete shape of our project, there are numerous people who have taken part.
We take this opportunity to express our deep sense of gratitude and hearty thanks to our Professor Dr.
Raashid Saiyed, Stevens Business School for providing us his valuable suggestions and remarks to
complete this project. His extensive knowledge of subject and the way, he imparted the same to us has
enabled us to develop the project cohesive manner.

We would like to express our heartiest thanks to our family, parents and sister to extend their
help as and when required. We would like to thank our friends for their support during our project.

Dipa Shah

Mitesh Shah



EXECUTIVE SUMMARY

Ayurvedic medicine has now become an integral part of human health and safety. Ayurvedic people
consume Ayurvedic products as a part of treatment to cure disease and also as a part of preventive
healthcare there is a shifting of allopath to ayurveda is an emerging trend in India and also in western
countries. .

In this report we have taken UT tone which is Ayurvedic tonic. This is 100 percent pure Ayurvedic
preparation made from extracts, fruit, trunk, leaves, flower etc. This tonic is mainly used to cure
feminine problems in female as well as in the treatment of amenorrhea, infertility, anemia etc. Since this
is purely ayurveda project it does not show any visible side effects as well as no internal toxicity or
adverse effect to any organs. Though it is long term treatment but it cures feminine problems in female.

The present market survey aims to understand what the potential market for this Ayurvedic preparation
is. In this report we have captured perception analysis of gynecologist for UT tone tonic. In this report
we have also presented brand plan and promotional tools for launching UT tone under the title of
Lincoln Pharma. To prepare brand plan and cost analysis we have used CMS/ORG data for understanding
present UT tone market and potential market. We have also included budget calculation. We have also
suggested brand name and USP to cater larger market share in current total market.

In our survey we met gynecologists to know and understand their perception about this Ayurvedic
preparation. We have also included comparison of ingredients of UT tone and competitor’s product and
their ingredients.



INDEX

Sr. No. Particular Page No.

Acknowledgements 04

Executive Summary 05
Index 06

1 Brief about UT-Tone 09
1.1 Ingredients and Actions 09

1.2 Unique selling proposition (USP) of UT-Tone 12

1.3 Merit of UT-Tone 12

1.4 Demerit of UT-Tone 12

1.5 Suggested names for Re-Launch of UT-Tone 13
2 Current Marketing Situation 14
Growth of Indian Pharmaceutical Market and Lincoln Pharmaceutical
2.1 14
market
2.2 Introduction to Gynaec Market 14
2.3 Top Ten Pharmaceutical Market 15

2.4 Gynaec Market Sales in Rs Cr 16

2.5 Sales by sub-segments 16
2.6 UT-Tone Market Situation 19

2.7 Sales of UT-Tone in Rs in Lakh 20
2.8 Competitive Analysis 20

2.9 Price Comparison 21

3 Threat and Opportunities 21

4 Market Survey Detail 22

4.1 Title 22

4.2 Objectives 23

4.3 Research Method 23
4.4 Sample Design 24



4.5 Data Analysis 25
Uterine tonic preferred by doctors most for routine feminine
4.5.1 25
problems
4.5.2 The major indications in which uterine tonic prescribed 26
The major herbals, considered as the most effective curing
4.5.3 27
uterine problems or infertility
The patient benefits that considered the most especially in
4.5.4 28
Uterine tonic or feminine tonic
Doctors expectations from companies who market uterine
4.5.5 29
tonic product
Source from where doctors come to know about uterine tonic
4.5.6 30
product
4.5.7 The promotional activities used for uterine tonic products 31
5 Marketing Strategy for UT-Tone 32

5.1 Objectives for Marketing Plan 32
5.2 Segment Profile 32

5.3 Positioning 32

5.4 Marketing Expenditure 33
6 Action Programs 34

6.1 Target states for launch plan 34

6.2 Segment Size 39

6.3 Sales Forecasting 40
6.4 Promotional Plan to doctors 44
6.5 Promotional Plan to Business Executives 45
6.6 Call plan for Business Executive per Month 46

7 Budget For 2011 47
8 Control during Application of Marketing Plan 48

8.1 Check point for controlling 48

8.2 Example of control sheet for sales per quarter 49

9 Bibliography 50

10 Annexure 51

10.1 Proposal for Marketing Plan of UT-Tone 51

10.2 Questionnaire for Doctors 57



10.3 Questionnaire for Chemists 60

10.4 List of Gynecologists 61

10.5 Visual ad 63

11 Reflective Note 64



1) BRIEF ABOUT UT-TONE

 It is marketed by Lincoln Pharmaceutical Ltd under Teresa Division
 Total Sale of UT-Tone for 2010: Rs 9,06,114
 Use: Uterine Tonic for female fertility and feminine problems
 Packing Size
o 200ml syrup
 Price
o 200ml syrup at Rs 65

1.1) Ingredients and Actions

Ashoka(saraca indica)
 Excellent herb for all gynecological problems – leucorrhea , menstrual disorders, dysmenorrhea
etc

 Stimulates endometrium and ovarian tissues – enhances ovulation.

 Controls excessive bleeding.

Amruta (Tinospora Cordifolia)
 Excellent treatment for anemia

 Regulates the Immuno -modulatory activities ( Improves the immunity and the resistance of the
body)

 Imparts longevity, youthfulness and vitality to women.

Shatavari (Aparagus racemosus)
 Cooling agent

 Balances the female hormonal system.

 Regulates ovulation

 Cures tiredness and morning sickness



 Useful in curing infertility, leucorrhea , menstrual problems

 Increases lactation in feeding mothers

Ashwagandha (Withania somnifera)
 Useful in bloody discharge and in leucorrhea.

 Very helpful for lactating mothers.

 Used to cure uterine infections.

 Often good in vaginal pains other than due to infections.

Ghritkumari(Aloe Vera)
 Overall health of the body

Baheda (Woodfordia floribunda)
 Purifies blood

 Cures the problems of “vaat , pitt and cough “

Jaiphal (Miristica Fragrans)
 Useful in alleviating menstrual cramps

 Regularizes menstrual cycle

Lavang (Myrtus Caryophyllus)
 Detoxifies the gastrointestinal tract.

 Improves digestion.

 Restores libido.

 Reduces morning sickness in pregnancy

Jatamansi ( Nardostachys Jatamansi)
 Powerful blood purifier

 Stimulates the nervous system



 Alleviates the pre -menstrual syndrome (PMS)

Chavak (Piper Officinarum)
 Useful in chronic digestion

 Helpful as a tonic in amenorrhoea and dysmenorrhoea.

Chitrak (Plumbago Zeylanica)
 Decreases the pain caused due to menstrual cramps

Kakadsinge(Pistacia Integgerima)
 Purifies blood

 Removes “pitt”

Kabab chini /Kankola(Piper cubeba )
 Stimulates ovulation.

 Supports liver and spleen.

 Restores libido.

Pushkarmool (Inula racemosa)
 Removes vaginal pains and infections

 Improves lactation in mothers

Loh bhasma (Iron Calx)
 Extremely helpful in reducing the menopausal syndrome

 Useful in anemic conditions

 It has a has a general vitalizing effect

Tamra Bhasma (Copper Calx)
 Useful in curing anemia as well as urinary infections

 Maintains healthy digestive systems



 Strengthens the immunity of the body

1.2) Unique selling proposition (USP) of UT-Tone

 It is the right combination of 100% natural herbs and medicinal plant and their leaves, fruits, trunk
etc. which are organic in nature.
 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.
 It does not carry any preservatives or artificial flavors which can be harmful in long term treatment.
 It is supplementary product to enhance uterine function and supports in treating infertility in
women.
 It takes care of strengths, vigour, vitality, and ovulation.
 It keeps genital organs healthy and also overall wellbeing of women.
 It carries large amount of antioxidants, blood purifier which increases immunity and prevents
immunity of genital organs.
 It takes care of mood swings, cures tiredness and morning sickness.

1.3) Merit of UT-Tonic

 Herbal product with no side effects,

 Can be continued with allopathic or other treatments.

 It gives permanent solution to the patients.

 Along with uterine treatment it takes care of overall wellbeing of women.

1.4) Demerit of UT-Tone

 Though it cures problem from the root but it is comparatively long duration treatment.

 Awareness of such ayurveda products is less.



1.5) Suggested names for Re-launch of UT-tone

 Sure Cure - Surety of purity

 She Tone – For she it is pure

 Pube Tone - Female’s Wellbeing

 P2P – Puberty 2 Post menopause

 Pregnasure – Surety of Fertility



2) Current Marketing Situation

 Indian pharmaceutical market in 2010
o Rs 41,700.7 Cr
 Lincoln Pharmaceutical Ltd Market in 2010
o Rs 126.3 Cr (Export is around Rs 100 Cr and Indian Market is around Rs 26.3 Cr)

2.1) Growth of Indian Pharmaceutical Market and Lincoln Pharmaceutical
market

Year Growth in %
For IPM For Lincoln
pharmaceutical Ltd
2007
2008 14.98 25
2009 10.23 -25
2010 17.68 0.38

 Here reason for negative growth for Lincoln Pharmaceutical is that after 2008, Lincoln
pharmaceutical has concentrated more on export rather than Indian pharmaceutical market

2.2) Introduction to Gynaec Market

 Pharmaceutical is growing rapidly so as we are concern about Gynaec division how it is actually
segmented in main two parts is shown in this figure. So mainly total market is divided in four major
segments.

o Hormones

o VMS (Vitamins, Minerals, Supplements)

o Anti-infective

o Others



Gynaec Market

Regular Gynaec Infertility
Market Treatment

VMS (Vitamins,
Hormones minerals, Anti-infectives Other Hormones
supplements)

 So basically two main questions arise

o What is estimated market for gynecological products?

o What is the growth rate of that market?

 So answer for these two important questions are given in below figure.

2.3) Top Ten Pharma Market

Market Value (Rs.Cr) CAGR % (2006 – 09)
Anti-infectives 6287 13
Cardiac 3947 16
Gastro Intestinal 3832 12
Respiratory 3107 11
Pain/ Analgesic 3082 13
Gynaec 2766 14
VMS 1933 08
Derma 1927 13
Neuro / CNS 1862 13
Anti Diabetic 796 20



 It shows that Gynaec market is 6th largest in pharmaceutical market and its value is around 2800
Cr approximately.

2.4) Gynaec Market Sales in Rs. Cr

6000
5326

5000

4000
14%
2766
3000 2475 Gynaec Market sales in Rs. Cr
2096
1845
2000

1000

0
2006 2007 2008 2009 2014

 Most importantly this market is grown at 14% CAGR (Compound annual growth rate) and form
above graph we can say that it should be 5326 Cr in 2014 approximately.

2.5) Sales by sub-segments (Rs Cr)

Market CAGR % (2006 – 09)
Others 15
Anti-infective 08
Hormones 18
VMS 12



Sales by sub-segments in Rs Cr

3000
528
2500
480 75
402 71
2000
345 63 862
59 765
1500 615
523
1000
1159 1300
917 1015
500

0
2006 2007 2008 2009

VMS Hormones Anti-infectives Others

Hormones
 Emerged as attractive segments, driven by growing market for contraceptives, medical abortion,
and infertility treatment.

 Hormones is the fastest growing segment in the Gynaec market and second largest in terms of
sales:

o Recorded a CAGR (2006 -09) of 18% as opposed to 14% for Total Gynaec market

o With sales of Rs 862 Cr, hormones make up 31% of the total market

 Progestogen is the largest category with sales of Rs 279 Cr, however has grown at less than
market growth at a CAGR (2006 -09) of 10%

o Highly competitive market with 76 players and 132 brands

 Growth has been driven by Anti-Progestogen, 49% CAGR (2006-09) and oral contraceptives, 18%
CAGR (2006-09)

o Anti-Progestogen: Growth has been driven by the increase in medical abortion

o Contraceptives: Increasing awareness, lifestyle changes, increasing number of working
women, etc have all led to the growth of oral contraceptives – CAGR (2006 – 09) 18%



o New generation oral contraceptives: Drospirenone and norgestrel combinations (with
ethinylestradiol) driving growth

o Emergency contraceptives: Driven by media promotions (I Pill and Unwanted 72), this
segment has grown exponentially from Rs 1 Cr in 2006 to Rs 31 Cr in 2009

VMS (Vitamin, minerals and Supplements)

 Although the largest segment by sales, it is of limited attractiveness due to intense competition.

 At Rs 1300 Cr, VMS market is the largest market interms of sales, and has grown at a 12% CAGR
(2006-09), lower than total Gynaec CAGR

o 40% VMS Rx come from gynecologists – making the market of Rs 520 Cr

o VMS market is dominated by older players resulting in sluggish growth

 Haemetinics and Calcium supplements together account for 80% of the market.

 Haemetinics contributes to 60% of the VMS market, with sales of Rs 786 Cr (Gynecologists specific –
Rs 314 Cr) and has grown at 14% CAGR (2006-09)

 Calcium market has grown at a CAGR (2006-09) of 11% and has sales of Rs 262 Cr (Gynecologists
specific – Rs 105 cr)

o Calcium market has 300 brands, and is also very competitive.

Anti-infectives

 Small and low growth market with limited NI activity

 Anti-infectives accounts for only 3% of the total Gynaec market

o 2009 sales of anti-infectives – Rs 75 Cr, Growing at a 8% CAGR (2006-09)

 Clotrimazole plain & combination has been the traditionally used anti-infective and is the largest sub
segment.

o Accounted for 47% of anti-infective market, with 2009 sales of Rs 35Cr and a 13% CAGR
(2006-09)

o However, given the existing competition in the market, more than 70 brands, Nis have been
able to achieve little success, Avg. value of Nis Rs 0.5Cr



 Relatively newer segment of urinary antiseptics segment has grown at a CAGR of 32% and driven
growth

o Nitrofurantoin has been the growth driver for Ranbaxy and Walter Bushnell.

Other Sub segments

 Key segment in this market are Antifibrinolytics, Urinary Alkalisers and Misoprostol.

 Others account for 19% of the total Gynaec market. Antifibrinolytics, Urinary alkaalisers and
Misoprostol are the key segments In this group.

 Tranexamic plain and comb is the biggest market (Rs 71 Cr), CAGR (2006-09) of 18%.

o Most companies offer Drs both plain and compbination options. However this is a highly
dominated market since top 5 brands account for less than 65% of the market.

 Urinary Alkalisers is a Rs 53 Cr market, CAGR (2006-09) of 14%

o Magnesium citrate comb has been well in this market (12 launches since 2006, Avg value Rs
0.7 Cr). Misoprostol (Cytostatics) – used in medical abortion is the next big market (Rs 49
Cr), CAGR of 25%.

2.6) UT-Tone Market Situation

Markets share of UT-
Uterine Tonic Market UT-Tone Market in Rs
Year Tone in Uterine Tonic
in Rs Cr Lakh
Market

2007 71.2 3.65 0.051

2008 71.4 5.87 0.082

2009 85.3 6.017 0.070

2010 96.4 9.06 0.160



2.7) Sales of UT-Tone in Rs in Lakh

10 9.06114
9
8
7 5.87872 6.01717
6
5 Sales of UT-Tone in Rs in
3.67521
4 Lakh
3
2
1
0
MAT MAT MAT MAT
MAR'07 MAR'08 MAR'09 MAR'10

 From the above graph, we can say that the sales of UT-Tone is increased every year and at the end
of year 2010 the total sale of UT-Tone is around Rs 9,06,114

2.8) Competitive Analysis

Sum of MAT MAR'10 in Rs in Cr
35 31.6718917
30
25
20
15 11.4954817
Sum of MAT MAR'10 in Rs in
10 7.0184283
5.4546779 Cr
5 1.8371988 3.0794144
0.0906114
0



From the graph, we can say that the market leader for uterine tonic is M2-tone with market of Rs 31.67
Cr. While the Evecare, Cycloset and Ashokarisht have market of Rs 11.49Cr, Rs 7.018Cr and Rs 5,45 Cr
respectively.

2.9) Price Comparison
Pricing of Product
Price to Price to
Competitive Brands Packing Size MRP Retailer in Stockiest in
Rs Rs
Cycloset (Alembic) 300 ml Rs 162.75 Rs 135.56 Rs 123.19

Evecare (Himalaya) 200ml Rs 75 Rs 62.47 Rs 56.77

M2- Tone (Charak Pharma) 200ml Rs 72 Rs 59.98 Rs 54.50

Amycordial (Aimil Pharma) 200ml Rs 70 Rs 58.32 Rs 52.99

Gynedol (DWD Pharma) 200 ml Rs 67.75 Rs 56.45 Rs 51.30

Ashokarisht 300ml Rs 75 Rs 62.50 Rs 56.80

UT-Tone 200 ml Rs 65.90 Rs 54.92 Rs 49.92

3) Threat & Opportunities

 Threats

o Development in allopathic medicine

 Opportunities

o Increase in Feminine problems

o Increase in population

o Increase in the knowledge of Ayurvedic products in the Doctors



4) Market Survey Detail

4.1) Title

 Proposal for formulating marketing Plan for UT-Tone.

4.2) Objectives

1. Current marketing situation:

1.1. To prepare market description that defines the market and major segments, reviews customer
needs and factors in the marketing environment that may affect customer purchase.

1.2. To find out sales, price and gross margin of the UT-Tone.

1.3. To find out strategies for product quality, pricing, distribution and promotion for competitors
product for uterine tonic.

1.4. To evaluate the recent sales trends for uterine tonic by review of distribution.

2. Threats and opportunities analysis:

2.1. To find out threats and opportunities that UT-tone might face.

3. Objectives and issues:

3.1. To find out the main herbal ingredients present in the competitor’s brands and compare it with
UT Tone.

3.2. To compare each of the ingredients with other competitors brands with UT-Tone and make a
special note on that.

3.3. To prepare a literature stating the advantages of UT tone in compared with other brands
available in the market.

3.4. To find out the major indications in which these brands are prescribed major.

3.5. To find out the total duration for which it is prescribed according to the indication.

3.6. To find out the major herbals, doctors consider as the most effective curing uterine problems or
infertility.



3.7. To find out the major brands available in the market for uterine tonic.

4. Marketing strategy

4.1. To make marketing strategy for UT-Tone by which Lincoln Pharmaceutical Ltd. hopes to achieve
its marketing objectives and the specifics of target markets, positioning and marketing
expenditure levels.

5. Action programs

5.1. To prepare action programs which make program for what will be done and by whom at which
time and how much will it cost.

6. Budget

6.1. To prepare supporting marketing budget that is essentially a projected profit and loss
statement which shows expected revenues and expected costs.

7. Control

7.1. To outlines the control that will be used to monitor progress by measuring return on marketing
investment.

4.3) Research Method

Data required Data Source Data collection tool
 To find out the main herbal ingredients present in
the competitor’s brands and compare it with UT
Tone.
 To compare each of the ingredients with other
competitors brands with UT Tone and make a
special note on that.
Internet,
 To prepare a literature stating the advantages of
MIMS,ORG,
UT tone in compared with other brands available in Literature Survey
Drug Today,
the market. etc
 To find out sales, price and gross margin of the UT-
Tone.
 To prepare market description that defines the
market and major segments, reviews customer
needs and factors in the marketing environment
that may affect customer purchase.



 To find out threats and opportunities that UT-tone
might face.
 To find out strategies for product quality, pricing
and distribution for competitors product for
uterine tonic.
 To find out the major indications in which these
brands are prescribed major.
 To find out the total duration for which it is
Doctors of
prescribed according to the indication. Questionnaire
Ahmadabad
 To find out the major herbals, doctors consider as
the most effective curing uterine problems or
infertility.
 To find out the major brands available in the market for
uterine tonic.
 To find out sales of uterine tonic products in
Chemists of
Ahmadabad Medicine market as per chemist survey. Questionnaire
Ahmadabad
 To find out pricing of available brands of uterine tonic.
 To find out promotional schemes given to chemists for
uterine tonic products.

4.4) Sampling Design

 Target population : Chemists, doctors
 Sampling techniques : Convenience Sampling
 Total sample size : 60
 Chemist : 20
 Doctors : 40



4.5) Data Analysis

4.5.1) Uterine tonic preferred by doctors most for routine feminine problems

Uterine Tonic Prefered By
Doctors
80

70
70

60 Cycloset(Alembic)
60

Evecare (Himalaya)
50
M2-Tone (Charak
% Response

42.5 Pharma)
40 Amycordial (Aimil
35 Pharmaceutical)
Gynedol (DWD
30 Pharma Ltd)
UT-Tone (Lincoln
Pharma)
20 17.5
15 Ashokarisht

10 7.5

0
Uterine Tonic Products

Interpretation

Market Leader for Uterine tonic Product is Evecare which is brand of Himalaya. Other uterine product
like M2-Tone from Charak Pharma, Cycloset from Alembic and Gynedol from DWD Pharma Ltd has
market share of around 60%, 44% and 35% respectively.



4.5.2) The major indications in which uterine tonic prescribed

Indication in which Uterine Tonic Precscibed
Premature ejaculation 10

Urinary Infection 5

Infertility 15

Menopausal syndrome 37.5

Vaginal pains and infections 12.5

Amenorrhea 35

Exessive Bleeding 65

Dysmenorrheal 32.5

Menstrual Disorders 80

Leucorrhea 47.5

0 10 20 30 40 50 60 70 80 90

Total Frequency in %

Interpretation:

From the Graph it can be interpreted that the major indication for prescription of uterine tonic products
are Menstrual Disorders, Excessive Bleeding, Leucorrhea, Menopausal Syndrome and Amenorrhea. The
duration for the Uterine products in these indications are majorly for 3 months with 2 times in a day
dosage.



4.5.3) The major herbals, considered as the most effective curing uterine
problems or infertility

Major Herbals considered as
most effective curing uterine
problems or infertitlity

2.5

2.5

7.5 Amla
Guduchi
52.5
Shilajeet
2.5
Loh bhasma
2.5
Chitrak
10 Interpretation:
Chavak
32.5 Jaiphal From the graph, it can be
Ghritkumari interpreted that the major
90
Shatavari herbals which are considered as
0 most effective curing uterine
Daruharidra
35 problems or infertility are
Musta
Ashoka, Satavari, Lodhra, Loh
7.5
Shivalingi Bhasma, Ghritkumari and Musta.
72.5 Lodhra
92.5 Ashoka

7.5 Mandur bhasma
Vanghbhasma
7.5
Garika
7.5
Jatamansi
15
Kankola
0 Kamal
5

0 50 100



4.5.4) The patient benefits that considered the most especially in uterine tonic
or feminine tonic

Benefits to Patients

17.5
Good for Hair
17.5
Good for skin
17.5
improve health of
17.5 colon
Improve metabolism
Interpretation:
20
Blood Purifier From the graph, we can
37.5 interpreted that the major
Patients Benefits

Improve liver Health benefits to patients from
10 uterine tonic or feminine
Promote Ovulation products are regular menstrual
17.5 cycle, improve digestion
Increase Lacatation system, mental stability,
12.5 During Feeding
improve fertility and improve
Improve Ovarian health of liver.
12.5 Hormon function
No Side Effects
42.5
Improve fertiliy
45
Improve Digesion
47.5 System
Regulate Menstrual
45 cycle
Mental Stability

0 20 40 60
Frequency in %



4.5.5) Doctors expectations from companies who market uterine tonic
product

Doctors Expectations from Companies who
Market Uterine Tonic Products
70
62.5
60

50
42.5
40 35

30 25

20

10 5 5

0

Imcrease patient knowledge about ayurvedic products

Regular campaign of ayurvedic products for soctors

Patient education on how ayurvedic products help and what are the major criterions for using those
products
Audio - Visual promotion to doctors

Free Sample

Sufficient free sample for complete treatment of patient

Interpretation:

From the graph, we can interpreted that the doctors expectations from companies who market uterine
tonic products are patient education on how Ayurvedic products help and what are the major criterions
for using these products and second one is improve patients knowledge about Ayurvedic products.



4.5.6) Source from where Doctors come to know about Uterine Tonic Product

Source from where Doctors
come to know about Uterine
Tonic Product
120

100
100

80

60

40 32.5

20 15

0

company Executives Internet Health Magazines

Interpretation:

From the graph, we can interpret that the major source from where doctors come to know about
uterine tonic product is the company executive regular visit to doctors.



4.5.7) The promotional activities used for uterine tonic products

Promotional Activities used for
Uterine Tonic Products

2.5
Board of organ chart

2.5
Website to create talk
with experts
7.5
Gifts

15 Big Hoardings at Hospital

12.5 Table tops

20 Sponcer Ship of events

2.5 Internet

75 Free Sample

32.5 Literatures

57.5 Company Executives

0 20 40 60 80

Interpretation:

From the graph, we can interpreted that the major promotion tool used by company for uterine tonic
product are free samples, regular visit b company executives and literature. During survey we are able
to find out the other new kind of promotion tools which are used by companies are sponsorships of
events of doctors as well as medical students association, big hoarding or organ chart with company
name at clinic.



5) Marketing Strategy for UT-Tone

5.1) Objectives for Marketing Plan

Brand Value in Rs in Growth in Brand Market share in
Year
Lakh Value in % Uterine Tonic Market

2010 9.06114 45.17 0.16

2011 16,02,006 75 0.28

2012 29,63,712 85 0.51

2013 59,27,423 100 1.036

5.2) Segment Profile

 Geographic

o City : UP, Rajasthan, Gujarat, MP, North Belt, Orissa, Assam

 Demographic

o Occupation : Professional

o Education : College Graduate (MBBS, MD - DGO, MD - GYNEC, Ayurvedic Doctors)

5.3) Positioning

 It is prepared from 100% natural herbs and Ayurvedic medicinal plants.

 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.

 Regular intake of UT Tone keeps the female genital organs healthy, functional and increases
immunity against all types of genital infections.



5.4) Marketing Expenditure

Year % of Total Revenue

2011 21%

2012 15%

2013 15%



6) Action Programs

6.1) Target states for launch plan

UP UTRANCHAL

RSM LUCKNOW 1

ASM-I LUCKNOW 1
BE LUCKNOW 2
BE BAREILY 1
BE KANPUR 2
BE LAKHIMPUR 1
BE MORADABAD 1 RSM 1
BE JHANSI 1 ASM 3
8 BE 20

ASM-II VARANSI 1 TOTAL 24
BE VARANSI 1
BE AZAMGARH 1
BE GORAKHPUR 1
BE ALLAHBAD 1
BE FAIZABAD 1
5

ASM-III GHAZIABADMEERUT 1
BE GHAZIABAD 2
BE MEERUT 1
BE DEHRADUN 1
BE AGRA 1
BE ALIGARH 1
BE HALDWANI 1
7



RAJASTHAN

RSM JAIPUR 1

ASM-I JAIPUR 1 RSM 1
BE JAIPUR 3 ASM 3
BE BIKANER 2 BE 15
BE GANGANAGAR 1
BE BAHRATPUR 1 TOTAL 19
7

ASM-II JODHPURUDAIPUR 2
BE JODHPUR 3
BE UDAIPUR 2
BE AJMER 2
BE KOTA 1
8

GUJARAT
RSM AHMEDABAD 1

ASM-I AHMEDABAD 1
BE AHMEDABAD 4
BE MEHSANA 1 RSM 1
BE PALANPUR 1 ASM 3
6 MR 19
ASM-I RAJKOT 1
BE RAJKOT 2 Total 23
BE BHAVNAGAR+AMRELI 1
BE JUNAGARDH+UNA 1
BE JAMNAGAR 1
BE BHUJ+KUTCH 1
6
ASM-III SURAT 1
BE SURAT 2
BE BARODA 1
BE DAHOD+ANAND 1
BE GODHARA 1
BE BHARUCH+ANKLESHWER 1
BE VAPI+VALSAD 1
7



MP
RSM BHOPAL 1
ASM-I BHOPAL 1
BE BHOPAL 2 RSM 1
BE GWALIOR 1 ASM 3
BE GUNA 1 BE 16
SAGAR 1
5 TOTAL 20
ASM-II JABALPUR 1
BE JABALPUR 2
BE RAIPUR 1
BE BILASPUR 1
BE SATNA 1
BE REWA 1
6
ASM III INDORE 1
BE INDORE 2
BE UJJIAN 1
BE RATLAM 1
BE KHANDAW 1
5

NORTH BELT
(PUNJAB,CHANDIGARH,DELHI)

RSM DELHI 1

ASM-I, II DELHI 3
BE DELHI 10
10
RSM 1
ASM III ROHTAK 1 ASM 4
BE ROHTAK 2 BE 18
SIRSA / HISSAR 1
GURAGAON / REWARI 1 TOTAL 23
FARIDABAD 3
PANIPAT / SONIPAT / KARNAL 1
8



ORISSA

RSM CUTTACK 1

ASM-I CUTTACK 1
BE CUTTACK 3
BE ANGUL 1
BE DHENKANAL 1 RSM 1
BE BERHAMPUR 2 ASM 4
7 BE 26
ASM-II BHUBNESHWAR 1
BE PURI 1 TOTAL 31
BE KEONJHAR 1
BE JAGATSINGHPUR 1
BE KENDRAPADA 1
4

ASM-III BHADRAK 1
BE BARIPODA 1
BE BALASORE 1
BE BHADRAK 1
BE JAJPUR 1
4

ASM-III SAMBALPURE 1
BE SAMBALPURE 2
BE SUNDERGARH 1
BE JARSUGADA 1
BE ROULKELA 1
BE BARGAH 1
6

ASM-IV BOLANGIR 1
BE BOLANGIR 1
BE BHAWANIPATANA 1
BE SONEPUR 1
BE JEYPORE 1
BE KHURDA 1
5



ASSAM

RSM IMPHAL 1

ASM-II IMPHAL 1 RSM 1
BE IMPHAL 1 ASM 3
BE AIZWAL 1 MR 14
BE KARIMGANJ+SILCHAR 1
BE AGARTALA 1 TOTAL 18
BE SHILONG 1
5

ASM-I JYOTI GAUWAHATI 1
BE GAUWAHATI 1
BE BARIPETA 1
BE N.LAKHIMPUR 1
BE DHUBRI 1
BE KOKRAJHAR 1
5

ASM-II SABBIR 1
BE JORHAT 1
BE DIBRUGARH 1
BE DIMAPUR 1
BE TINSUKIA 1
4

Target States for Launch Plan
Number of Business Total Business Executive
Name of States
Executives per State in Target States
UP 20 128
RAJASTHAN 15
GUJARAT 19
MP 16 Total Target States
NORTH BELT 18 7
ORISSA 26
ASSAM 14



6.2) Segment Size

Segment Size
Number of Doctors Number of
Total Number of Doctors Total Sample
State per Business Business Executive
per State Size
Executive per state
Gujarat 100 19 1900

M.P 100 16 1600

U.P 100 20 2000

Delhi 100 18 1800 12800

Asham 100 14 1400

Orissa 100 26 2600

Rajasthan 100 15 1500

Category of Doctors on the Basis of Prescription generation
% of Doctors in category
scale

A category doctors 30%

B+ Category doctors 50%

B Category Doctors 20%



6.3) Sales forecasting

Expected Sales from Product in 2011

Quarter 1 Quarter 2 Quarter 3 Quarter 4
Number
January February March April May June July August September October November December
Name of State of B.E.
Total Total Total Total Total Total Total Total Total Total Total
per State No. of No. of No. of No. of No. of No. of No. of No. of No. of No. of No. of No. of
Number Number Total Number of Number of Number Number Number Number Number Number Number Number
Unit per Unit per Unit per Unit per Unit per Unit per Unit per Unit per Unit per Unit per Unit per Unit per
of Unit of Unit Unit per State Unit per of Unit of Unit of Unit of Unit of Unit of Unit of Unit of Unit
B.E B.E B.E B.E B.E B.E B.E B.E B.E B.E B.E B.E
per State per State State per State per State per State per State per State per State per State per State
Gujarat 19 15 285 15 285 18 342 20 380 20 380 22 418 22 418 24 456 24 456 25 475 25 475 25 475
M.P 16 15 240 15 240 18 288 20 320 20 320 22 352 22 352 24 384 24 384 25 400 25 400 25 400
U.P 20 15 300 15 300 18 360 20 400 20 400 22 440 22 440 24 480 24 480 25 500 25 500 25 500
Delhi 18 15 270 15 270 18 324 20 360 20 360 22 396 22 396 24 432 24 432 25 450 25 450 25 450
Asham 14 15 210 15 210 18 252 20 280 20 280 22 308 22 308 24 336 24 336 25 350 25 350 25 350
Orissa 26 15 390 15 390 18 468 20 520 20 520 22 572 22 572 24 624 24 624 25 650 25 650 25 650
Rajasthan 15 15 225 15 225 18 270 20 300 20 300 22 330 22 330 24 360 24 360 25 375 25 375 25 375
Total unit sales in month 1920 1920 2304 2560 2560 2816 2816 3072 3072 3200 3200 3200

Total unit sales in Quarter 6144 7936 8960 9600
Total unit sales in 2011 32640





Number
Number Number Number Number Total Number of Number Number Number Number Number Number Number
of Unit of Unit of Unit of Unit Unit per State of Unit of Unit of Unit of Unit of Unit of Unit of Unit
per State per State per State per State per State per State per State per State per State per State per State
Gujarat 19 28 532 32 608 35 665 35 665 38 722 38 722 40 760 40 760 42 798 45 855 48 912 50 950
M.P 16 28 448 32 512 35 560 35 560 38 608 38 608 40 640 40 640 42 672 45 720 48 768 50 800
U.P 20 28 560 32 640 35 700 35 700 38 760 38 760 40 800 40 800 42 840 45 900 48 960 50 1000
Delhi 18 28 504 32 576 35 630 35 630 38 684 38 684 40 720 40 720 42 756 45 810 48 864 50 900
Asham 14 28 392 32 448 35 490 35 490 38 532 38 532 40 560 40 560 42 588 45 630 48 672 50 700
Orissa 26 28 728 32 832 35 910 35 910 38 988 38 988 40 1040 40 1040 42 1092 45 1170 48 1248 50 1300
Rajasthan 15 28 420 32 480 35 525 35 525 38 570 38 570 40 600 40 600 42 630 45 675 48 720 50 750





Number
Number Number Number Number Total Number of Number Number Number Number Number Number Number
of Unit of Unit of Unit of Unit Unit per State of Unit of Unit of Unit of Unit of Unit of Unit of Unit
per State per State per State per State per State per State per State per State per State per State per State
Gujarat 19 55 1045 58 1102 60 1140 65 1235 70 1330 75 1425 80 1520 85 1615 90 1710 95 1805 100 1900 110 2090
M.P 16 55 880 58 928 60 960 65 1040 70 1120 75 1200 80 1280 85 1360 90 1440 95 1520 100 1600 110 1760
U.P 20 55 1100 58 1160 60 1200 65 1300 70 1400 75 1500 80 1600 85 1700 90 1800 95 1900 100 2000 110 2200
Delhi 18 55 990 58 1044 60 1080 65 1170 70 1260 75 1350 80 1440 85 1530 90 1620 95 1710 100 1800 110 1980
Asham 14 55 770 58 812 60 840 65 910 70 980 75 1050 80 1120 85 1190 90 1260 95 1330 100 1400 110 1540
Orissa 26 55 1430 58 1508 60 1560 65 1690 70 1820 75 1950 80 2080 85 2210 90 2340 95 2470 100 2600 110 2860
Rajasthan 15 55 825 58 870 60 900 65 975 70 1050 75 1125 80 1200 85 1275 90 1350 95 1425 100 1500 110 1650



Expected Sales in units for Product
Expected Sales in Unit
Year Quarter Per Per During 3
Quarter Year Years
Q1 6144
Q2 7936
2011 32640
Q3 8960
Q4 9600
Q1 12160
Q2 14208
2012 60288 213632
Q3 15616
Q4 18304
Q1 22144
Q2 26880
2013 120704
Q3 32640
Q4 39040

Sales forecasting in Rupees

Expected sales in Rupees
Year Quarter
Per
Per Year During 3 Years
Quarter
Q1 302530.6
Q2 390768.6
2011 1607193.6
Q3 441190.4
Q4 472704
Q1 598758.4
Q2 699601.9
2012
Q3 768931.8
2968581.1 10519240
Q4 901289
Q1 1090371
Q2 1323571
2013 5943465
Q3 1607194
Q4 1922330



6.4) Promotional Plan To Doctors

Promotional Tool Promotional Month Unit required per year

Visual Aid Every month 128

Calendar of Product January 2560

A3 size posters for patient
February 1280
education

Prescription Pad March 1280

Sponsorship of Doctors
once in a year 1
Association function

Book Mark May 1280

Sponsorship of Medical colleges
June 1
degree allocation function
Model or Chart of Female
July 640
Reproductive system

Book of Gynecology Practices August 70

Wall Clock September 1280

Packet of Celebration Chocolate October 12800

Promotional Tool Unit required per year

One Page Product card to Doctors 3840

Special Visiting Cards 399360

Thanking Card to Doctors 15360

Free Samples to Doctors 15360



6.5) Promotional Plan To Business Executive

Total Total
Promotional Sample Promotional Number Total Unit
Gift
Tool Unit Month of B.E per State Required
State in year

Diamond Watch of
June 1 7 7
B.E Rs 2000
Gifts to Top
3 Business
Platinum Watch of
Executive in June 1 7 7
B.E Rs 1500
each State
Watch of
Gold B.E June 1 7 7
Rs 1000

3 Days
Incentive and 4
Diamond
Planning for Nights at December 1 7 7
B.E
Business 5star
Executives Hotel

Gifts to Top 2 Days
3 Business and 3
Platinum
Executive in Nights at December 1 7 7
B.E
each State 5star
Hotel

1 Day and
2 night at
Gold B.E December 1 7 7
5star
Hotel

2% Incentive on achievement of Target every month



6.6) Call plan for Business Executive per month

Call Plan for One Business Executive per month

No. of Doctors to visit per Total call per
Sample Unit Call per Month
month Month

A category doctors 30 4 120

B+ Category doctors 50 2 100

B Category Doctors 20 2 40

Total Call per month per B.E 260



7) Budget for 2011

Cost Plan for 2011

Cost of Total
Unit Required per Total Promotional Total General Total Corporate
Promotional Tools Promotional tool Administration
Year Cost in Rs Cost Branding Cost
per unit in Rs Cost
One Page Product card to
3840 2 7680
Doctors
Special Visiting Cards 399360 0.2 79872
Thanking Card to Doctors 15360 0.2 3072
Free Samples to Doctors 15360 12.31 189081.6
Visual Aid 128 300 38400
Calender of Product 2560 120 307200
A3 size postors for patient
1280 10 12800
education
Prescription Pad 1280 10 12800
Sponcership of Doctors
1 25000 25000
Association function
Book Mark 1280 1 1280
Sponcership of Medical
colleges degree allocation 1 20000 20000
function
Model or Chart of Female
640 100 64000
Reproductive system
Book of Gynecology Practises 7 1500 10500
Wall Clock 1280 30 38400
Packet of Celebration
12800 50 640000
Chochlate
Watch of Rs 2000 to B.E 7 2000 14000
Watch of Rs 1500 to B.E 7 1500 10500
Watch of Rs 1000 to B.E 7 1000 7000
3 Days and 4 Nights at 5star
7 4000 28000
Hotel for B.E
2 Days and 3 Nights at 5star
7 3000 21000
Hotal for B.E
1 Day and 2 night at 5star
7 2500 17500
Hotel for B.E
2% Incentive on achievement of Target every month 25600

Cost for 2011 in Rs 339613.6 118272 123600 992200

Total Cost in Rs 2011 1573685.6



8) Control during Application of marketing plan

8.1) Check point for controlling
 Match actual sales figure

o Every month

o Every quarter

o Every year

 Match the unit sales per state per month

o Every month

o Every quarter

o Every year

 Business Executive target

 Promotional activities at every month, quarter and yearly



8.2) Example of Control sheet for Sales per Quarter

Control sheet for sales during 2011


Number January February March April May June July August September October November December
Name of State of B.E. Expected Expected Expected Expected Expected Expected Expected Expected Expected Expected Expected Expected
Actual Actual Actual Actual Actual Actual Actual Actual Actual Actual Actual
per State Total Total Total Total Actual sales Total Total Total Total Total Total Total Total
sales of sales of sales of sales of sales of sales of sales of sales of sales of sales of sales of
Number of Number Number Number of unit per Number Number Number Number Number Number Number Number
unit per unit per unit per unit per unit per unit per unit per unit per unit per unit per unit per
Unit per of Unit of Unit of Unit state of Unit of Unit of Unit of Unit of Unit of Unit of Unit of Unit
state state state state state state state state state state state
State per State per State per State per State per State per State per State per State per State per State per State
Gujarat 19 285 285 342 380 380 418 418 456 456 475 475 475
M.P 16 240 240 288 320 320 352 352 384 384 400 400 400
U.P 20 300 300 360 400 400 440 440 480 480 500 500 500
Delhi 18 270 270 324 360 360 396 396 432 432 450 450 450
Asham 14 210 210 252 280 280 308 308 336 336 350 350 350
Orissa 26 390 390 468 520 520 572 572 624 624 650 650 650
Rajasthan 15 225 225 270 300 300 330 330 360 360 375 375 375



Stevens Business School, Batch: 2009-2011 Page 49


9) Bibliography

 Research Methods for Business Students (3rd Edition) by Mark Saunders, Philip Lewis

and Adrian Thornhill (2007), Dorling Kindersley (India) Pvt Ltd, New Delhi

 Marketing: An Introduction (7th Edition) by Armstrong and Philip Kotler (2005), Dorling

Kindersley (India) Pvt Ltd, New Delhi.

 http://www.alibaba.com/product-

tp/109909725/Women_health_tonic_Femohills_kit.html

 http://www.alibaba.com/countrysearch/IN/uterine-tonic.html

 http://www.ambikamedico.com/ayurveda_categories/menstrual_condition_3.htm

 http://vaniindia.org.whbus12.onlyfordemo.com/herbal/plantdir.asp



10.1) Annexure 1

Proposal for Marketing Plan of UT-
Tone
As Partial Fulfillment of PGP – Pharma Program at Stevens Business School

For

Lincoln Pharmaceutical Ltd

Prepared By

Dipa Shah
Mitesh Shah

Under guidance of

Mr. C T Kapadia (Marketing Manager, Lincoln Pharmaceutical Ltd)

Dr. Raashid Saiyed (Director, Stevens Business School)


Report On Marketing Plan Of Ut Tone

Report On Marketing Plan Of Ut Tone

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