Pluto® is a new drug that targets CML patients resistant or intolerant to existing treatments. It is 100 LE less than competitors, acts faster, and binds more effectively to the disease target. The business plan aims to introduce Pluto®, gain an 80% market share within 5 years, and achieve a 7.9% return on investment. A differentiated marketing strategy will promote Pluto® to top hematologists and oncologists. Sales, market share, and patient satisfaction will be tracked to evaluate the strategy's success in providing an effective new treatment option.

1. Launching Pluto®Business Plan

2. Executive Summary

3. Executive SummaryIntroduce Pluto®, an effective and safe drug that targets a segment of the CML Ph+ patients that are in urgent need for treatment. Pluto® will be their best available optionOur business model has an excellent profit margin and ROI.

5. Environmental Analysis: SWOT Strengths 100 L.E. less expensive than competitor

6. Fast actingNovartis is the 3rd leading pharmaceutical company in EgyptWe have experienced MRWe are the owners of Mirac®; a successful CML medicationtargeting intolerant and resistant patients to Mirac®Binds more effectively to Bcr-AblHigher IC-levels than Mirac®Active against 32/33 of Bcr-Abl mutations most commonly associated with resistance to Mirac®WeaknessDrug is taken 2 times daily  risk of reduced patient complianceMR have a high turn over ratemore expensive than 1st line treatment

7. SWOT (cont.)OpportunitiesThreatsStrategic partner: Ministry Of Health (MOH)Several business partnersInvestment market in Egypt favors the introduction of new drug entity  increasing rate of GDP.Different social classes in EgyptLimited number of concerned customers (only 50 hematologists and few oncologists)Decreased US aids to Egypt might decrease the financial support from the MOH to pharmaceutical companiesCompetitor: Dasatinib® of BMS with comparable efficacy to Pluto®.

8. Strategic ObjectivesMission Statement:Our mission is to deliver “Pluto®”, a solution for patients intolerant or resistant to existing Ph+ CML therapies to ease their suffering, and enhance customer’s & society’s well-being.We aim to achieve a good profit margin for our stakeholders & reward dedication and innovation of employees.

9. Strategic ObjectivesQualitative:Achieve team motivation, rewarding system to decrease medical representatives turnover.Provide an image for the company as innovative & participate in community services.Create a brand image as a safe, effective & rapid medication.Measure customer satisfaction via: survey at clinics.Retain physicians & patients.Increase patient awareness & compliance.

10. Strategic objectivesStrategic ObjectivesQuantitative:Ranked as FIRSTdrug against resistant CML during a period of 5 yearsROI = 7.9

11. Strategy FormulationProduct offerings:Effective: Treat patients resistant & intolerant to Mirac®Rapid & durable: Response is within ~3 monthsLess S.E.Value to stakeholders:Not to lose market share but increase it.We own the 2 products (Mirac® &Pluto®).Enhance the Company’s Image.

12. Strategy FormulationStrategic scope of the project:Differential strategy targeting THREE groups:1.High potential “Topnotch” hematologists2.Median hematologists3.High potential “Topnotch” oncologists

13. Strategy FormulationStrategic scope of the project:Positioning:Powerful

14. Less side effects

15. Unique

16. Tolerable

17. Out of competitionMarketing Mix (Promotion)

18. Marketing Mix (Promotion)

19. Marketing Communication StrategyAdvertisements in Medical magazinesLaunching year: 62nd year: 33rd to 5th year: 2Twoawareness campaigns for patients per year.Sponsorship for World Cancer Day (4th February)Participation of Novartis employees in local and international conferences for promotion of Pluto

20. Strategy implementation and evaluationFinancial planStrategy implementation and evaluationFinancial plan AnalysisFF:3 medical reps ( 2 covering Cairo and one covering Alexandria and Delta )One Manager

21. The team is promoted in salary during the 3rd year.Strategy implementation and evaluationAction Plan

22. Strategy Implementation and EvaluationAction Plan

23. Key Performance Indicator (KPI)1. Conduct marketing researchSurveys: patient satisfaction, report AEFeedback forms: compliance, response to treatment2. Sales trackingInternally3. Market share trackingIMSInternally

24. Pluto®We will provide hope for untreatable segment of CML patients and Obtain 80% of the market. Easing suffering and leading the market.

25. Thank You