Brand PlanOn

SALBUTAMOL + AMBROXOL + GUAIFENESIN

Presented By

Animesh Amal7 July 2014 1

Kriya PharmaceuticalsWe make lives healthier

KOF- FREESALBUTAMOL + AMBROXOL +

GUAIFENESIN

27 July 2014

Vision

We aspire to be the best pharmaceutical company through the creation of customer

value and satisfaction.

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Mission

We are a company that is continually striving for success. Our goal is to operate worldwide to

provide meaningful benefits to our customers, stakeholders, employees and the society.

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EXECUTIVE SUMMARY

• This report deals with the launch of brand plan for Salbutamol + Ambroxol + Guaifenesin

• (Brand name : KOF- FREE)• The target customers for this product will be Paediatricians, Chest

specialist (TB), CPs & GPs.• The growth of Salbutamol + Ambroxol + Guaifenesin (Syrup) is

6.57% & total market is of 18.97 crores (MAT Val Jan ’13 )• The market leader is Respira of Geno Pharma with Market share of

55% (MAT Val Jan ’13) • KOF- FREE sales at the launch year is projected to be 20.21 Lakh• The promotional inputs consists of Brand reminders, Visual aid,

LBLs, Samples and Posters • Aggressive Promotion with scientific materials and activities can

help to fulfil the objective of attaining the target.

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TOTAL MARKET AND AVAILABLE DOSAGE FORM

AS PER MAT JAN 2013 DATA

100 ml

Market Market Size Market Growth

Total market of SALBUTAMOL + AMBROXOL + GUAIFENESIN

24.89 Cr 3.49%

SALBUTAMOL + AMBROXOL + GUAIFENESIN (Syrup)

18.97 Cr 6.57%

MATBrand Company Growth MS

RESPIRA GENO PHARMACEUTICALS 17.97% 55%

INSTARYL P AGLOWMED PHARMACEUTICALS -11.91% 11%

BRODIL VANGUARD THERAPEUTICS 0% 11%

COSCORIL BIOLOGICAL E LTD -2.70% 7%

C.R.M.S PHARMED LTD 8.57% 6%

KUFRIL MED MANOR ORGANICS -10% 5%

AMBRIL PLUS MANEESH PHARMACEUTICALS 210% 2%

CORIMINIC X WANBURY LTD -21% 1%

Total Market of Syrup- 18.97 Cr Market Growth- 6.57%

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Indication

• Bronchitis

• Bronchial Asthma

• COPD

• RTI

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MODE OF ADMINISTRATION

• Syrup for Oral Administration

• KOF- FREE is usually given 3-4 times a day in the following doses:

• Adults- 5-10 ml (Directed by physician)

• Not recommended for children below 2 years.

DOSAGE

Product Launch

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11

PRODUCT PRESENTATION (Shipper Size)

25 Bottles

25 Bottles

25*4=100 Bottles

25 Bottles

25 Bottles 25 Bottles

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• Stored in well closed amber colored bottle or PET bottle.

• Contains carmoisineand sunset yellow FCF as colorants.

STORAGE INDICATIONS

13

ORG ANALYSIS- MARKET ANALYSISAS PER MAT JAN 2013 DATA

TOTAL PHARMA MARKET 69,000 cr 8-9%

TOTAL COUGH PREPARATION MARKET 1,934 cr 15%

SALBUTAMOL + AMBROXOL + GUAIFENESIN 24.89 cr 3.49%

SALBUTAMOL + AMBROXOL + GUAIFENESIN(Syrup)

18.97 cr 6.57%

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Competitors

Brand Company Price Growth MS

RESPIRA GENO PHARMACEUTICALS15.04

17.97% 55%

INSTARYL P AGLOWMED PHARMACEUTICALS35.60

-11.91% 11%

BRODIL VANGUARD THERAPEUTICS47.79

0% 11%

COSCORIL BIOLOGICAL E LTD52.40

-2.70% 7%

C.R.M.S PHARMED LTD49.50

8.57% 6%

KUFRIL MED MANOR ORGANICS59.00

-10% 5%

AMBRIL PLUS MANEESH PHARMACEUTICALS54.50

210% 2%

CORIMINIC X WANBURY LTD57.50

-21% 1%7 July 2014 14

15

PRESCRIPTION ANALYSISAS PER MAT JAN 2013 DATA

DOCTORS RX/D/M

Paediatrician 19

Consulting Physician 18

General Practitioner 15

Chest Physician 19

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SWOT ANALYSIS

Second largest therapeutic segment

Rapid M.O.A

Combination therapy

Falls under acute care

Induces drowsiness

Seasonal pattern

Limited product portfolio

Stre

ngt

hs

We

akn

ess

es

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SWOT ANALYSIS

6.57% Market Growth

Does not fall under DPCO

Addiction

Misuse

Competitors

Other combination brands

Op

po

rtu

nit

ies

Thre

ats

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To achieve 1.00% market share in the year of launch.

To be in the Top 5 brands of cough preparation market by 2020.

OBJECTIVE: SHORT TERM AND LONG TERM

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Metro Cities

Class 1 Cities

Class 2 Cities

MARKET SEGMENTATIONPAN INDIA

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• Target areas- PAN India, majorly focusing on metro cities.

• Target customers:

• Paediatricians

• Chest specialists (TB)

• Consulting physician

• General practitioner

TARGET AREAS AND CUSTOMERS

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DOCTOR CLASSIFICATIONTotal Doctor- 150/MR

DOCTOR BREAK – UP VIP DOCTORS

Chest TB 10 5

CP 35 20

PD 35 20

GP 70 45

TOTAL 150 90

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Sales Force Planning MR Working Days Call/Day Call /Month

Assumptions 1 24 10 240

200 24 10 48000

Dr Classification Dr/MR Call to Dr/Month Calls to Dr/Month Dr Total

Class A 90 2 180 36000

Class B 60 1 60 12000

Total 150 240 48000

Dr by Specialty Dr/MR Class A class B Calls to Dr/Month Dr Total

General Physician 70 45 25 90 25 115

pedia 35 20 15 40 15 55

Physician 35 20 15 40 15 55

Chest TB specialist 10 5 5 10 5

15 =

240/MR

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FIELD FORCE PLANNING

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PRICING

Product out of price control MRP 25

Vat (5%) 1.25

ED (6%+3%) 2.09

Discount to retailer 25% 5.413813

Price to retailer 16.24144

Discount to stockist 10% 1.624144

Price to stockist (NRV) 14.63

Company margin 78% 11.4114

Basic Cost 3.2186

Visual Aid

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Communication

• Doctor I am (first name only) from KriyaPharmaceuticals.

• Doctor here is the season of cough, don’t let your patient suffer, let them enjoy monsoon.

• For better breathing of your patient please Rx KOF-FREE better day long ACTION.

• Which contains SALBUTAMOL 1mg + AMBROXOL 15mg + GUAIFENESIN 50mg. And it comes with Mango flavor and packed in HDPET bottle.

• Doctor for your patients suffering from Bronchitis, Bronchial Asthma, COPD, RTI, seeking your valuable prescription support for KOF- FREE

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REMINDER CARD

AVAILABLE IN 100 ml BOTTLE

Contains Pearlitol- Offers cooling sensation

COUGHLoss of

Concentration

Isolation From Friends

Sleeplessness

Breathlessness

277 July 2014

Happy at Work

Friends Forever

Good Sleep

Easy Breath

287 July 2014

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IN- CLINIC Activities

Sales Rep Visiting Doctors

LAUNCHING GIFT

Kriya PharmaceuticalsWe make lives healthier

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CAMP

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Promotional expense

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)

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P&L

Price

elements year 1 (Rs) Year2 (Rs) Year 3 (Rs)

No. Of units 138141 147232 203931

NR/Unit 14.63 14.63 14.63

Sales 2021002.83 2154004.16 2983510.53

Cost of

goods 444814.02 474087.04 656657.82

GM 1576188.81 1679917.12 2326852.71

GM% 77.9904306 77.9904306 77.990430627 July 2014 33

First year forecasting

MONTH 1 MONTH 2 MONTH 3 MONTH 4 MONTH 5 MONTH 6 MONTH 7 MONTH 8 MONTH 9 MONTH 10MONTH 11MONTH 12

NO.OF DRS TARGETED30000 30000 30000 30000 30000 30000 30000 30000 30000 30000 30000 30000

COVERED NO.OF DRS25500 25500 25500 25500 25500 25500 25500 25500 25500 25500 25500 25500

STRIKE RATE 5% 5% 5% 6% 6% 8% 8% 10% 10% 10% 8% 8%

NO.OF DRS TO PRESCRIBE1275 1275 1275 1530 1530 2040 2040 2550 2550 2550 2040 2040

P/D CATEGORY 25 25 25 25 25 25 25 25 25 25 25 25

P/D BRAND 1 1 2 2 2 3 3 5 7 7 7 7

TOTAL NO.OF PATIENTS IN MONTHS1275 1275 2550 3060 3060 6120 6120 12750 17850 17850 14280 14280

TOTAL NO OF UNIT CONSUMPTION1275 1275 2550 3060 3060 6120 6120 12750 17850 17850 14280 14280

NDP 14.63 14.63 14.63 14.63 14.63 14.63 14.63 14.63 14.63 14.63 14.63 14.63

TERTIARY SALES 18653 18653 37307 44768 44767.8 89535.6 89535.6 186532.5 261145.5 261145.5 208916.4 208916.4

SECONDARY SALES20519 20519 41037 49245 49245 98489 98489 205186 287260 287260 229808 229808

PRIMARY SALES 25648 25648 51296 61556 61556 123111 123111 256482 359075 359075 287260 287260 20210807 July 2014 34

Forecasting

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 894768.657 July 2014 35

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THANK YOU !!