Brand Plan for Launch - pharmastate.academy

Ascquin

Brand Plan for Launch

Jan 2021 to Dec 2021

Submitted By Submitted on

24th Dec 2020

Balakrishna R.B.

Senior Brand Manager, Canopus Biolife limited, Ahmedabad 380015

Approved By

GM Marketing EVP CEO CMD

Signature Signature Signature Signature

Canopus Biolife Limited Ascquin Brand Plan

Strictly Confidential 2 | P a g e

Contents

1) Executive Summary …3

2) Market Scenario and Competition …5

3) Objectives …6

4) SWOT Analysis …8

5) Strategic Focus …10

6) Growth Levers …11

7) Promotional Plan Overview …17

8) Description of Promotional Inputs …18

9) Month-wise Sale Estimate …20

10) Contingency Plans …21

11) P & L Summary …22



1) Executive Summary

Objectives

1.1) Sales Value Rs. 22.5 Crore

1.2) Sales Units 10,20,000 Strips

1.3) PCPM Value Rs. 22,062 (Net Rate Value)

1.4) PCPM Units 100 Units

Product Specification

1.5) Price per Unit MRP Rs. 349.00

1.6) Composition Each Veg capsule contains Thymoquinone

Standardized Pure Extract 250mg +

Emblica officinalis Standardized Pure

Extract 250mg

1.7) Packing 15 Veg Capsules in alu alu strip

1.8) Capsule Color Purple Color capsule (Symbolizing

Authenticity and High quality)

1.9) Pricing Policy Premium pricing; triggers the customers to

for the better clinical experience and

treatment response.

Promotional Expenses

1.10) Samples Rs. 214.2 lakhs (14.60 % of sales value)



1.11) Compliments Rs. 102.0 lakhs (07.00 % of sales value)

1.12) Literature Rs. 25.50 lakhs (01.70 % of sales value)

1.13) Incentives Rs. 20.00 lakhs (01.40 % of sales value)

Segmentation Gastroenterologists, Consultant Physicians

and General Physicians for prophylaxis

against viral infections including various

strains of corona virus.

Targeting Post-Surgical (Small Bowel resection)

absorption challenges for

Gastoenterologists, Prophylaxis for

Consultant Physicians and General

Physicians.

Positioning Ascquin provides clinicians with

Synergistic Benefits than Thymoquinone

alone. We do this by adding Emblica

officinalis to improve the therapeutic

response and acquire immunity.

P & L Summary

1.14) Gross Margin Rs. 1462.5 Lakhs assumed as 65%

1.15) Profit Before Taxes Rs. -147.9 Lakhs or -10.1 % of sales



2) Market Scenario and Composition

2.1) ‘Prevention is better than cure’ is well etched in the minds of consumers

due to the latest pandemic.

2.2) The prescription behavior of General Physicians is shifting towards

offering the subject a full-spectrum, comprehensive approach to build

immunity with minimal side effects.

2.3) Latest clinical evidences confirms boosting immunity with minimal side

effects is the need of the hour to handle the pandemic.

2.4) This can be perfect time to fill the gap in Immune Booster segment.

2.5) The major prescribers are General Physicians and Consultant Physicians.

2.6) Thymoquinone, a well-established Immune booster along with Vitamin C

contribute to the best of immune boosting potential.

Major competitors

Sl Number

Brand Corporate MRP Price Index % MAT Val Nov’20

In Crores

MAT Unit Nov’20

In 1000’s

1 Thymotas Intas 630 110.8 % 0.5 10.6



3) Objective

3.1) To achieve sales volume of Rs. 22.5 Crore in the 1st 12 months after launch

3.2) To achieve 10.20 Lakh strips of Ascquin in 12 months

3.3) To surpass a PCPM of Rs. 22,068/-

3.4) To create a market share for Canopus in Immune Booster segment by

launching Ascquin

3.5) To nurture Ascquin to become a Mega Brand (Leader in the Covered

Market / Specialty) within 36 months

Rationale of Objective

3.6) Prescription behavior of Physicians is shifting towards a full spectrum,

comprehensive approach to treat a disease by including Essential Vitamins,

Essential Minerals, herbal extracts to boost immunity.

3.7) Minds of the consumers well etched with “Prevention is better than cure”. This

can be the best possible background preparation for launching a unique

composition as an immune booster.

3.8) General Division has good equity with General Physicians, focus on the

communication - preventing the recurrence to a recovered subject and

prophylaxis.



3.9) The benefits of unique composition will grab the aimed market share.

3.10) The PCPM of 100 units of Ascquin is feasible for Canopus field force

who have determined to achieve through mere focus on strategy execution

and belief in the process.



4) SWOT

4.1) STRENGTH

Feature Benefit

Unique Composition Thymoquinone + Amalaki standard extract is better than Thymoquinone alone.

Formulation Veg Capsule being Non-allergic, well tolerated, well absorbed and plant sourced has better competitive edge over gelatin capsules

Dosage OD dosage helps the patient with better adherence to the course duration

Niche Market Major focus on Gastro in Post-Small bowel resection and Post-Colectomy, where the absorption of nutrients is reduced and a need for a potent immune booster with minimal side effects is required

Increasing acceptance by KOLs/KBLs

Very Inspiring

4.2) WEAKNESS

Feature Challenge

Human Clinical Trials Robust data on the efficacy established the Brand

Scientific Knowledge of filed force

Scientific communication with the Gasto / CPs should be clear and confident. Improve training of field.

Limited Rx Support from GPs

Activities to establish the Brand in GP community

CP and Gastro Rx support

Drive the communication on clinical efficacy to establish the efficacy.



4.3) OPPORTUNITY

Feature Focus

Hospitals / Institutional Supply

Build Prescription base through Teaching Hospitals / Institutions

Disease Incidence Increasing cases of COVID-19 across India

Prophylaxis Preventive care for primary contacts and susceptive cases of COVID-19

Gastro Prescription Take leverage on Post – Small Bowel resection nutrient absorption challenges and the equity of Canopus Biolife

4.4) THREAT

Feature Challenge

Treatment Guidelines No guidelines from medicals bodies in favour of molecule + composition. Start background work.

Not First line treatment Drive communication based on Molecular / mode of action comparison and

benefits of Ascquin and first line antivirals.

Competition Cut- throat competition can be handled with differentiation in every aspect & focusing on Gastro on Post – Small Bowel resection nutrient absorption challenges.

Alternate COVID-19 Treatment Protocols

Emerging plasma therapy treatment needs to observed closely.

Vaccination In Pipeline.



5) Strategic Focus

5.1) Communication Focus

5.1.1) Acquire… Twosome Immunity

5.1.2) Synergy of Ascorbic acid and Thymoquinone at the heart of every

communication

5.1.3) Role of Vegetarian Capsule as an competitive edge

5.2) Inputs Focus

5.2.1) Samples as starter packs

5.2.2) Visit wise LBLs with continuity. (Monthly Two Visits for a given Dr)

5.2.3) Teasers (Build curiosity) and Product Monograph (establish the Brand)

5.3) Doctor Focus

5.3.1) 30 Doctors / PSR

5.1.2) 10 Gastroenterologists, 10 Consultant Physicians and 10 General Physicians

5.4) Competition Focus

5.4.1) Thymotas from Intas



6) Growth Levers

6.1) Prescription Growth Levers

Driving Prescription is the life line of the business.

6.1.1) Increasing awareness on Immunity

6.1.2) Increasing Treatment Rate

6.1.3) Gaining Share within Multivitamin Market

6.1.4) Gaining Share within Thymoquinone market

6.1.5) Increasing Duration of therapy & Patient adherence



6.1.1) Increasing Awareness

Growth Driver Expand market by Increasing Awareness on Immunity

Strategy Enhance awareness on immunity Enhance the diagnosis rate

Objective By enhancing the awareness we can build the prospects for

diagnosis of Lack of Immunity

By increasing the rate of Diagnosis we can drive the prospects for prescription

Tactics OPD Campaigns

Nutrition Awareness Posters

Patient Education Leaflets

Scientific LBLs

Treatment Protocols

Nutritional Videos

Immunity Score Test

Consequences of low immunity

Advantages of optimal immunity

Physical Stamina Test Posters

Signs and Symptoms

Awareness Posters

Micro Nutrient role in Immunity



6.1.2) Increase Treatment Rate

Growth Driver Expand prescriptions by Increasing Prophylaxis

Strategy Enhance Prophylaxis

Enhance the treatment rate

Objective Drive Rxn by enhancing the preventive perspective of Infection

Tactics Adolescents

Working Adults

Home Makers

Retired People

Micro Nutrient Deficient symptoms

Role of Thymoquinone in Immunity

Initiating Clinical Trials

Seminars /Discussions in Teaching hospitals

Initiating Study with samples

Sharing research on our molecules / combination

New Therapy Areas/ Specialties

By increasing the rate of treatment we can drive the prospects for prescription

Entering into niche markets by introducing into

Gastro

Post-Small bowel resection: Absorption is compromised

Post Colectomy

Post treatment recommendations



6.1.3) Gaining Share within Multivitamin+Mineral Solids

Growth Driver Expand prescriptions by Gaining Share within Multivitamin+Mineral Solids

Strategy To establish Competitive Edge

To empower prescribers & Non

prescribers

Objective To establishing the composition rationale, Ingredient roles and their team work

Tactics

Ingredient roles LBLs

Initiate Clinical Trial

Initiate webinars with KOLs

Conference Abstracts

Conference Registrations

Online Certification Programs

Certificate of recognition

To capture mileage from PGs

To Update the Doctor in the therapy area & add value to her clinical practice

To Catch the Prescription authority PGs, when they are young

Conduct CMEs with our KOLs from different cities

Organize Workshops



6.1.4) Gaining Share within Thymoquinone Market

Growth Driver Leverage Thymoquinone market share

Strategy To Build Equity of Canopus Biolife Limited

To Check Brand Substitution

Objective To Establish Canopus Biolife Limited as an authority in the Therapy area

Tactics

Participate in Conferences

Build network of prescribers and connect them frequently to share clinical experiences

Leverage digital media to share patient education initiatives

Pharmacy Continuous Education

CME on Drug-Drug, Drug-Food Interactions, Side effects, Dosage Regimen, Adherence, Tolerance and other key aspects of dispensing medication

To increase the Out-Patient count inside the clinic

Not to loose any Prescription under substitution by Chemist

When we increase the OP cases for a given Doctor, reciprocation will be evident through prescription support.

Awareness Discussion by Doctor at Educational Institutions, Corporate set -ups… Audience gets free time with Dr and Dr builds rapport with audience and convert them to OP when needy.



6.1.5) Increasing Duration of Therapy/ Patient Adherence

Growth Driver Build Repeat prescription by Increasing Therapy Duration & Adherence

Strategy To Increase Duration of Course

To enhance patient adherence

Objective Establishing prophylactic use will help in repeat purchase

Tactics

Role of Prophylaxis in building immunity

Awareness videos in physician waiting area

In House training sessions for Nurses to empower them in their area of improvement and educate them on the importance of adhering to prophylaxis and Advocate on Patient Adherence

Patient Education

Empower the nurses on Patient Adherence

Educate the patients on the importance of Adherence to the course of treatment

Share Awareness Videos to be displayed in waiting areas

Handouts

Posters

7) Promotional Plan Overview

Input Rs / Unit M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12 Total Units

/ MR Total Units *

850 Total Value

in Lakhs

Sample units 21 600 200 200 200 1200 1020000 214.2

Literature 5 120 120 120 120 120 600 510000 25.5

Gifts 100 30 30 30 30 120 102000 102.0

Bonus offer 0 0 0 0.0

CME programs 10000 2 2 4 3400 340.0

Conference Participation

100000 5 3 2 10 10 10.0

Books & Periodicals 250 30 30 30 90 76500 191.3

Clinical Trials 150000 2 2 2 3.0

KOL Webinars 10000 2 2 2 2 8 8 0.8

Conference registration

5000 250 250 500 500 25.0

PG workshops 1000 2 2 2 2 2 2 2 2 16 16 0.2

Digital Campaign 100000 2 2 2 2.0

Pharmacist CME 1000 2 2 2 2 8 6800 68.0

Immunity Huddle 5000 2 2 2 2 8 8 0.4

Nurses Training 500 1 1 1 1 1 1 1 1 8 6800 34.0

1526.31

8) Promotional Inputs Description

8.1) Samples

8.1.1) 15 Vegetarian Capsules in an alu alu Strip

8.1.2) 20 Units/ 30 Doctors / 10 Gastro / 10 CP / 10 GP / Starter Pack

8.1.3) Spread over 4 Units in 5 visits

8.1.4) Feedback on the Clinical Results to be notes Doctor wise on the

format shared by front line manager.

8.2) Literature

8.2.1) Teaser on Immunity

8.2.2) Into Visual aid to focus on Ascquin

8.2.3) Product Monograph

8.2.4) Patient education poster

8.2.5) Patient awareness dangler

8.3) Camps

8.3.1) Chemist drive to introduce the Brand

8.3.2) Out Patient camps and Patient Education Camps with Immunity tear off pads

8.3.3) Post Graduate seminars in teaching hospitals



8.4) Bonus Offer

8.4.1) No Bonus offer for the first year.

8.5) Incentive proposal

8.5.1) Rs. 15 / tube on achieving sales of more than 225 strips per quarter



9) Month-wise sale estimate

Monthwise Forecast and Rationale

Units Sale Value Contribution

Month Actuals In Lakhs % to Annual

M1 9180 20.25 9%

M2 6120 13.50 6%

M3 7140 15.75 7%

Q 1 22440 49.51 22%

M4 7140 15.75 7%

M5 8160 18.00 8%

M6 8160 18.00 8%

Q2 23460 51.76 23%

H 1 45900 101.26 45%

M7 9180 20.25 9%

M8 9180 20.25 9%

M9 9180 20.25 9%

Q 3 27540 60.76 27%

M10 9180 20.25 9%

M11 9180 20.25 9%

M12 10200 22.50 10%

Q 4 28560 63.01 28%

H 2 56100 123.77 55%

Annual 102000 225.03 100%



10) Contingency Plans and Check Points

10.1) The PCPM will be monitored on a monthly basis by Brand Audit.

10.2) Brand audit majorly comprises of SWOT analysis, Perception mapping and

Vivek’s window (done with the help of selective front line managers)

10.3) Return on Marketing Investment will be closely monitored by the number of

new prescribers and course correction will be declared on 3rd of every month.

10.4) Front line mangers will be alerted to take immediate corrective measures by

meeting the key customers and ensure the feedback from samples given is

documented in the format given with the concern of the Doctor.

10.5) Checkpoint #1: Average PCPM to cross 70 strips by 3rd month

10.6) Checkpoint #2: Average PCPM to cross 90 strips by 6th month

10.7) Regional Managers will meet at least 25 high potential customers in the first 3

months of launch and share the status to line ZSM, NSM and PMT every quarter

10.8) I will adopt an entire State to work frequently and nurture the entire state as an

exemplary state for entire country.

10.9) Share the Success Stories of Dr Conversions, Objection handling from the field

staff to create positive vibes.



11) P & L Statement

P & L Summary Rs. in Lakhs ± %

Sales @ NRV 2250

Gross margin @ 65% 1462.5 100

Expenses

A

Fixed Costs

Salaries 225 15.4

Overheads Allocation 146.25 10.0

Sub Total A 371.25 25.4

B

Variable Costs

Samples 214.2 14.6

Literature 25.5 1.7

Gifts 102.0 7.0

Bonus offers 0.0 0.0

CME Programs 340.0 23.2

Conferences 10.0 0.7

Books and periodicals 191.3 13.1

Sales Meetings 10.0 0.7

Training Expenses 5.0 0.3

Travelling Expenses 10.0 0.7

Incentives 20.0 1.4

Clinical Trials 3.0 0.2

KOL Webinars 0.8 0.1

Conference registration 25.0 1.7

PG workshops 0.2 0.0

Digital Campaign 2.0 0.1

Pharmacist CME 68.0 4.6

Immunity Huddle 0.4 0.0

Nurses Training 34.0 2.3

C&A Commission 14.625 1.0

Transportation 73.125 5.0

Miscellaneous + Contingency 87.75 0.1

Breakage / Expiry 2.25 0.2

Sub Total B 1239.2 78.8

Total A+B 1610.4 110.1

PBT -147.9 -10.1

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