Astadol Brand Plan

Tril-P (Tramadol plus Paracetamol 37.5mg/325mg Tablets)
Marketing Plan

PRODUCT PROFILE
BRAND NAME: Tril-PGENERIC: Tramadol plus ParacetamolTHERAPEUTIC CLASS: Pain killersTOP 3 INDICATIONS:
Osteoarthritis and rheumatoid arthritis (OA)

Dental pain

Post surgical pain
FORMULATIONSSTRENGTHSPACK SIZEDPTPMRPTramadol plus Paracetamol Tabs37.5mg/325mg10S76.5085100

EXECUTIVE SUMMARY
The orally administered fixed combination tablet of tramadol (centrally-acting opiate) plus paracetamol (acetaminophen; nonopiate, nonsalicylate analgesic) [37.5/325 mg] provides effective analgesia in patients with moderate to severe acute pain and those with chronic painful conditions characterised by intermittent exacerbations of pain. Tramadol/Paracetamol 37.5/325 mg tablets provided greater relief of dental pain over an 8-hour period than either agent alone, with a faster onset of action than tramadol alone and a longer duration of action than either agent as monotherapy. In patients with postoperative dental pain, two tramadol/paracetamol tablets (37.5/325 mg) provided similar analgesia to hydrocodone/paracetamol 10/650 mg over an 8-hour period. The addition of one or two tramadol/paracetamol 37.5/32 5mg tablets (up to four times daily) for 5 days to existing NSAID or cyclo-oxygenase-2 inhibitor analgesic therapy provided effective pain relief in patients with osteoarthritis flare pain. Tramadol/paracetamol 37.5/325 mg provided similar efficacy to that of codeine/paracetamol 30/300 mg in patients with chronic back pain in a 4-week, randomised, double-blind trial
http://www.ncbi.nlm.nih.gov/pubmed/12749738

(Overall IMS Sales value of Tramadol+Paracetamol and Brand Leader Growth + Share)

Key Take Away Messages:

1.Higher growth of Tramadol+Paracetamol market

2.We should focus Tonoflex-P as it is at a high growth.

3.We should plan to get market share of Tonoflex-P in 2014

Tramadol+Paracetamol Market Growth: 85%

SALS MAT QTR-II(13-14)

Tramadol+Paracetamol Market: Rs. 482 Million


Tonoflex-P

Value: Rs. 580 Million

Growth: 85%

Mkt Share: 90%


Market Composition:
Where we stand : Value & Unit Market SHARE & GROWTH
out of total therapeutic class

Key Take Away Messages:

1.There are a few players in the market & a lot of space to grow.

2. Tonoflex-P is growing at a higher pace greater to market growth.

3. We should plan to capture market share of Tonoflex-P.
GenericCompanyStrengthTPPack SizeUNIT(00)VALUE(000)G +/-Mkt ShareTramadol+Paracetamol6697077601580100Tonoflex-PSami37.5/325 mg8510s567604824608590ZultracetHorizon37.5/325mg27220s5358145737358TramaparEfroze37.5/325mg8510s41066212021DistalgesicATCO37.5/325mg8510s35039751200.8

Overview of Key Competitor

Tonoflex-P
Historical PerformanceMAT QTR-III 2014 Sales: Rs. 482 MillionMain StrengthsCoverage/Reach to the customersEnsuring of Frequency of visits to the customersRegular Hospital/Ward working KOLs Developed
*

Overview of Key Competitor

Tonoflex-P
Main Weakness Non Focussed Product Lesser Marketing Activities Minimal Investments in this BrandOur StrategyIdentification of Tonoflex-P prescribersConversion of Tonoflex-P Prescribers to Tril-P Investments Exclusively on Tril-P
*

OBJECTIVES
QUANTITATIVE:TO ACHIEVE Tril-p Packs 1,50,000 units in 2015-16TO increase sales UPTO Rs 11.5 MIO in first 12 months of launching with a percentage share of 1.5% TO increase Mkt share TO increase Rx from General medicine, Gynae and Ortho, OPDQUALITATIVE: To grow value of Tril-P business from Medicine, Gynae and ortho OPDsSuccessfully manage the lifecycle through development of new indications including new studies being conducted on this relatively new class

Doing our own SWOT Analysis
StrengthsWeaknessesQuality & EfficacyNew EntrantSynergistic fixed dose combinationNo customer Based activitiesReach to very short base of customersOpportunitiesThreatsFast Growing MarketHigh investments by competitorsDecreased marketing activities by Tonoflex-PCommitment of prescribers on Tonoflex-PHigh percentage rate of Pain AilmentsIntroduction of new strengths / generics Growing Brand (Space To Grow)

Key Promotional Learnings & Modifications
Key Learnings Our brand is new in market & we have presence in Pain Market with a small base of Pain Killer prescribers of our existing brands.Key ModificationsWe should utilize our highly trained field force by focussing on Scientific selling of this generic and should get market share of Tonoflex-P by focussing its prescribers and engaging them to prescribe Tril-P. Creating a hype in the team to focus this product and establishing a broad base of this Brand by coordinating with team on investments & activities on Tril-P specifically. Bringing Incentive based competition among team on this brand specifically.
*

Issues/ Strategy/ Tactical Plan
KEY ISSUES AND PRIORITIESSTRATEGIC IMPERATIVESTACTICAL PLANTonoflex-P growth & Market Share is higher among Tramadol+Paracetamol existing brands (growing @ 85%)(Share@ 90%)Price FactorIdentification of Tonoflex-P prescribersConversion of Tonoflex-P PrescribersIdentification of loops in tonoflex-p promotionIdentifying new indications in pain killer marketScientific SellingFoot WorkUnique marketing activitiesEngaging tonoflex-P prescriber in different activities to make brand image.Scientifically promoting Tril-P to prescribers with major emphasys on quality and increased patient satisfactionGynae and surgical units should be targeted to increase Tril-P salesPharmacy promotion campaign will be executed in order to increase OTC selling
Note: this is an Overview slide, next slides shall contain more specific actions plans

Incorporate your key take away in the Title of the slide.

Present your Key promotional activities (covering at least 80% of your Brand investment) and link them to your Strategic Imperatives.

Feel free to include in the back up more information to top 2-3 programs including: Description, Type of Activity, Target Groups, Objectives, Timing, Investment, Gains & Returns (select at least one Key Performance Indicator with pre-agreed measurement criteria and goal)

Highlight any BEST practice shared or Adopted and Innovative programs with the icons provided.

TARGET MARKET
GPs: 1500 Ortho: 1000 Gynae: 650TOTAL:3150
DRS/ESA: 105

TOTAL NUMBER of ESA 30
BrandGPsOrthopedicsGynaeTril-P P1P2P3

Positioning message
Efficient and synergistic combinationPain relief with dual mode of action
3. 2 drugs combination for one goal

Theme
Let the pain be gone!!No escape for the painThe efficient synergy
BRAND POSITIONING

Activities2015Total InvestmentFolders 30 x 100 x 5 = 15000/Q60,000 per yearSeminars on launching plus cake cutting with company introduction and product presentationsRs 300 launch gift given to 1000 Drs = Rs 3,00,000Launching ceremony with 100 customers and sales force of particular base station (SUK)100 x 500/head + 25000 hall chargesRs 3,00,000/7Rs. 75,000Tril-P GiveawaysChit pads, Smart Cards, Card Holders, Paper Weight (Customer Need Base) ( Tril-P Cup for Summer)Rs. 4,00,000 per yearTril-P PresentationsThe presentation of this brand will be united with ETO with half share from both brands, it can be RTD or ward presentation12000 x 30 presentationsRs. 3,60,000/2per yearRs. 1,80,000Tril-P camps in which samples will be provided with potential prescribers 2 camps/ESA/QTRTotal camps in one quater 30x2 = 60 camps per quarter at Rs 500 per camp60x500x4Rs. 1,20,000Educational symposia with 100 A class Drs per quarter joint with ETOCost on one symposia if Hi Tea is offered 100x500 hi tea cost x 40,000 hall charges = Rs. 90,000/ QTR x 4 = Rs. 3,60,000 /2per yearRs. 1,80,000Training of the field force2 days training medical + sales while trainer moves to base station other sections can also be covered in them (1 BAM, 1GM, 1 RSH, 1 DSH, 10 ESAs = 1+1+1+1+5 = 9 rooms per hotel @ 7,000 per room including meals = 63,000 + Rs 800 traveling per person of 8 persons = 6400 + caertificate = 12 x 10 = 120 + Hall and miscellaneous charges = Rs. 50,000Rs. 1,19,520 per training x 3 base stations Rs. 3,58,530/7Rs. 51,218Total Investment: Rs. 3.3 Million (PKR)Share % age in total sales = 9.66%

KEY TEASER CAMPAIGN

* | Presentation Title | Presenter Name | Date | Subject | Business Use Only
DescriptionTril-P Teaser CampaignType of ActivityTeaser Cards + Teaser Posters + Facebook + One to one sellingTarget GroupsTonoflex-P prescribers + Ortho + GynaeGeographyThroughout PakistanObjectivesTo create the hype & curiosity of Tril-P among Tonoflex-P prescribersTimingJune InvestmentTotal Rs 50000 (Tentative).BenefitsEngaging of Tonoflex-P prescribers and persuading them to prescribe Tril-P among their patients of moderate to severe pain.

KEY PROMOTIONAL CAMPAIGN 1

DescriptionPharmacy input campaign for OTCType of ActivityPatient induction campaign (OTC)Target GroupsPharmacy sales personsGeographyThroughout PakistanObjectivesTo grasp the market share of Tonoflex-P from OTC MarketTimingThroughout the year InvestmentTotal Rs. 1,00,000 for calculators, gimmiks, pharmacy stands etcBenefitsEngaging of .Pharamacy and drug outlet persons for OTC selling.

KEY PROMOTIONAL CAMPAIGN 2

DescriptionTril-P Customers Induction PlanType of ActivityDoctors compaigns (Sponsored dinners)Target GroupsMedicine, orho, gyne (50 A class prescribers)GeographyThroughout Pakistan ObjectivesTo grasp the market share of Market from Tramadol+Paracetamol prescribers by celebrating international day of older people with their parentsTimingJune 2014InvestmentTotal 50,000Rs (Tentative).BenefitsEngaging of Tramadol+Paracetamol prescribers and persuading them to prescribe Tril-P among their patients

Monitoring Controls
Pre-Launch Survey Estimation & Verification The Profiling of customers will be manipulated and discussed individually on initial launching meeting w.r.t. Designated standards set up on proformasSales Monitoring Daily Sales Units Collection from Managers of respective stations by BAM in evening Weekly Sales Analysis from Distributor ESAs
*

Q2

Q1

Q3

TACTICAL PLAN ( 15-16)
. Key Activities / Events

Printed material

Enhancing confidence of ESA in Dr chambers

Sponsorship of POA monthly meetings in Khi, Lhr and ISB

Sample utilized in camps


Readers digests to build social relationship with CUSTOMERS

READERS DIGESTS / TIME MAGAZINE TO 100 DRS/MONTH

FOLDERS USED FOR ONE TO ONE DETAILING IN DRS CHAMBERS

4 PAGE 100/ESA FOLDER

A-4 SIZE RX PADS 50/ESA (RMOS, GPS, ORTHO)

Journals

Giveaways

Academic activities

Strengthening relationship with PHYSICIANS

Social Get together

Sponsorship of monthly meetings in Khi, Lhr, FSB and Rwp

Sponsorship of social get together of Potential customers

1-0-1 customer focus in Khi, Lhr and FSB

Sponsorship of monthly meetings in Khi, Lhr, and Rwp

CAMPS ALL OVER PAKISTAN 2/ESA / MONTH



Q4


5 Ward Presentation Per month / RTD with 40 Drs per quarter/DSM






*

*

Astadol Brand Plan

Documents

Transcript of Astadol Brand Plan