Download - Launch plan without cannibalization the existing product mix

HISTOCALAMINE

NATURAL

100 ML LOTION

By,

Kamal Krishna Singh

1

29th December 2014

Presentation map

Why Brand Extension

Product description

Target customers

Market analysis

Sales forecasting

Communication strategy

Promotion & Launch strategy

2

WHY- Brand Extension

It is in the last stage of product life cycle

Better earning opportunity

Targeting untapped market/customer

Market research shows a gap

3

Product description

Histocalamine Natural is a natural formulation containing

Calamine

Aloe Vera

Glycerol

Alpha Bisabolol Natural

Matricaria Chamomilla Extract

Curcuma Longa Extract

Histocalamine Natural is coming under Emollients &

Protectives

4

Target customers5

Brand Extension Method without

Cannibalization

Modification in Targeting the Customer

Promotion through different indications

Reach to untapped market/new customer

Switch to OTC

6

Modification in Targeting the

Customer

As per prescription analysis generally Emollients and

Protectives are prescribed by following specialties

39%

26%

18%

7%

6%

4%

Prescription wise distribution

DERMAT

GEN PHY

PAEDIA

GYNAE

CONSPHY

GENSURG

Dr Classification

No. of Patient seen Per Day

Class-A >50

Class-B 20-50

Class-C <20

7

Modification in Targeting the Customer

: Call planning

Histocalamine Histocalamine Natural

Dr Classification

Dr/MRCall to

Dr/MonthCalls to

Dr/MonthCall Total Dr/MR

Call to Dr/Month

Calls to Dr/Month

Call Total

Class-A 40 3 120 12000 40-10=30 3 90 9000

Class-B 50 2 100 10000 50-20=30 2 60 6000

Class-C 20 1 20 2000 10+35=45 2 90 9000

Total 110 240 24000 105 240 24000

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

Assumptions 1 24 10 240

100 24 10 24000

*** Do not Target Class-A, Class-B & Class-C Doctors who Prescribe

Histocalamine

8

Promotion through different

indications

BrandSpecialt

yIndications Positioning

Histocalamine All Pruritic Soothen red itchy skin

Histocalamine

Natural

Paediatrician

Diaper Dermatitis, Rash &

Urticaria

Ensuring rashes free

diapering age with

MoiSofNai Action

Dermatologist

Dermatitis, Eczema &

Psoriasis

Scaling free skin with

MoiSofNai Action

GP Urticaria, Rash & DermatitisNatural hide of

hives & rashes with

MoiSofNai Action

9

Reach to untapped market/new

customer

1. Currently company is targeting in 7 states only so

remaining untapped market can be targeted

2. Histocalamine Natural is based on natural formulation so

we can target it to (Switch to OTC)

Ayurvedic Doctors

Beautician

Spa/Salon

10

Market analysis11

Market Scenario

ALL India Emollients & Protectives Market (IMS: Nov13) (Approx 0.5%

of IPM)Particulates Value (Crore & %)

Sum of MAT VAL OCT 13 352.4

Sum of MAT VAL OCT 12 321.5

Sum of MAT VAL GR OCT 13 9.6

TOP 5 INDIRECT COMPETITORS (Emollients, Protectives),352.4 crore

SKU BRAND COMPANY DRUG TYPE MRP Mkt Share

MEDERMA CREAM 10 GM MEDERMA WIN-MEDICARE PVT. LTD. CREAM 330 3.40

ELOVERA CREAM 60 GM ELOVERA GLENMARK PHARMACEUTICALS LTD. CREAM 125 3.37

CETAPHIL LOTION 100 ML CETAPHIL GALDERMA INDIA PVT. LTD LOTION 230 2.31

MOISTUREX CREAM 100 GM

MOISTUREX RANBAXY LABORATORIES LTD CREAM 110 2.15

COTARYL CREAM 50 GM COTARYL FDC LTD. CREAM 55 2.03

12

Market Scenario

TOP 5 DIRECT COMPETITORS (100ml, Calamine Lotion Preparation, 23.81 crore)

BRAND COMPANY MRP Mkt Share

DERMOCALM GLAXOSMITHKLINE PHARMACEUTICALS LTD. 106 26

CALOSOFT MICRO LABS LTD 122 16

LINICAL PALSON DRUG 70 12

CALAPURE MANKIND PHARMACEUTICALS LTD. 110 10

DERMADEW CALOE HEGDE & HEGDE 197 9

13

SWOT Analysis of Histocalamine

Natural

STRENGTH

Natural Ingredients : Lesser side effect

Economical Pricing to Customer

WEAKNESS

Lesser Field Force

No Pan India Coverage

OPPORTUNITIES

Large Market (>350 crore ) with good growth rate (MAT value 9.6%)

Awareness level increases in

patients

THREATS

High Competition (>730 brand in group)

OTC Product & Home

Remedies

14

Sales Forecasting15

Sales Forecasting

Month Unit Sales

1 7000

2 7200

3 7400

4 7600

5 7800

6 8000

7 8200

8 8400

9 8600

10 8800

11 9000

12 9200

Total 97200

We have

Field Force : 100

Objective : 70 PCPM with increment

of 2 PCPM .

Market Growth Rate ( MAT Value) :

9.6%

Our Target Growth Rate:

15.71%/annum

16

Communication strategy17

Communication : Internal

CustomerObjective : To achieve a minimum PCPM of 70 units.

Strategy & Tactics :

Highlight “ Natural Contents of the formulation” lesser side effect as

benefit.

Specialties wise positioning the product.

Specialty Indications Positioning

Paediatrician

Diaper Dermatitis, Rash &

Urticaria


diapering age with

MoiSofNai Action

Dermatologist Dermatitis, Eczema & Psoriasis

Scaling free skin with

MoiSofNai Action

GP Urticaria, Rash & DermatitisNatural hide of

hives & rashes with

MoiSofNai Action

18


Customer

Discuss Price comparison over competitors.

TOP 5 DIRECT COMPETITORS (100ml, Calamine Lotion Preparation)

BRAND COMPANY MRP

DERMOCALM GLAXOSMITHKLINE PHARMACEUTICALS LTD. 106

CALOSOFT MICRO LABS LTD 122

LINICAL PALSON DRUG 70

CALAPURE MANKIND PHARMACEUTICALS LTD. 110

DERMADEW CALOE HEGDE & HEGDE 197

TOP 5 INDIRECT COMPETITORS (Emollients, Protectives)

BRAND COMPANY DRUG TYPE MRP

MEDERMA WIN-MEDICARE PVT. LTD. CREAM 330

ELOVERA GLENMARK PHARMACEUTICALS LTD. CREAM 125

CETAPHIL GALDERMA INDIA PVT. LTD LOTION 230

MOISTUREX RANBAXY LABORATORIES LTD CREAM 110

COTARYL FDC LTD. CREAM 55

19


Customer

Target Specialties :

Specialty Target No.Target Prescription in 30

days

DERMAT 20 20

GEN PHY 45 20

PAEDIA 20 20

GYNAE 10 5

CONS PHY 15 5

Total 110 70

20

Expected Questions From

Team

1. How we position Histocalamine natural?

2. How to target customer without cannibalizing Histocalamine older.

3. What promotional tools will be used?

4. What will be budget of promotion?

5. How to motivate field force/incentive plan?

6. How to maintain availability in chemist shop?

7. How to make adjustment in call plan of extended brand?

21

Visual-aids for Paediatrician

For Safe Treatment of Diaper Dermatitis, Urticaria & Rash

MoiSofNai Action

Softening

Antimicrobial

Natural Anti-inflammatory

Moistening


diapering age with

MoiSofNai Action

22

Communication : External

Customer (Detailing)

Paediatrician :Indications : Diaper Dermatitis, Rash & Urticaria.

Sir/Madam,

Histocalamine Natural is a natural formulation containing Calamine, Aloe Vera, Glycerol along with Natural Anti inflammatory & antimicrobial action, extract like Alpha Bisabolol Natural, Matricaria Chamomilla Extract & Curcuma Longa Extract.

so it has negligible side effects compare to other brand which are chemical based.

In Diaper Dermatitis, Rash & Urticaria please prescribe Histocalamine Natural with MoiSofNai Action for sure shot result & antimicrobial action which is highly tolerated

You need not to think about economic status of patient while prescribing Histocalamine Natural.

23



Dermatologist :Indications : Dermatitis, Psoriasis & Eczema

Sir/Madam,

Histocalamine Natural is a combination formulation containing

Calamine, Aloe Vera, Glycerol along with Natural Anti inflammatory

& antimicrobial extract like Alpha Bisabolol Natural, Matricaria

Chamomilla Extract & Curcuma Longa Extract.

so it has negligible side effects compare to other brand which are

chemical based.

In Dermatitis, Psoriasis & Eczema please prescribe Histocalamine

Natural with MoiSofNai Action for sure shot result & antimicrobial

action.

You need not to think about economic status of patient while

prescribing Histocalamine Natural.

24



GPs & Others :Indications : Urticaria, Rash & Dermatitis.

Sir/Madam,


Calamine, Aloe Vera, Glycerol along with Natural Anti inflammatory

& antimicrobial extract like Alpha Bisabolol Natural, Matricaria


so it has negligible side effects compare to other brand which are

chemical based.

In Urticaria, Rash & Dermatitis please prescribe Histocalamine


action.



25



Gynaecologist :Indications : Rash, Dermatitis & Sunburn

Sir/Madam,


Calamine, Aloe Vera, Glycerol along with Natural Anti inflammatory &

antimicrobial extract like Alpha Bisabolol Natural, Matricaria


So it has negligible side effects compare to other brand which are

chemical based.

In Rash, Dermatitis & Sunburn please prescribe Histocalamine


action.



26

Expected Questions From

Doctor

What is special in Histocalamine natural compare to

other brands & existing one?

What Side effects are associated with the product?

Any contraindication.

Do you have any clinical data which shows its

efficacy and safety?

Is it available in the chemist shop?

What is dosage frequency & quantity?

27

Promotion & Launch Plan28

Launch Plan

I• Field Force

II• Chemist

III• Doctor

iv• Patient

29

Launch Plan: Field Force

S. No. Time line Activities

1 Months before

launch

List of Histocalamine Rxber and Non-Rxber

with Class of Doctor & Competitor brand

which is prescribed through RCPA.

2 3 Week before

launch

Communicate to the Non-Rxber of

Histocalamine of class A ,B & C that a special

product we are going to launch soon as per

your requirement.

3 2 Week before

launch

Meeting with chemist and discussing about

the offer on new launch.

4 4-5 days before

launch to till launch

Ensuring all the inputs received before launch

date and appointment formalities with doctors

completed.

5 Launch Making call as per targeted Doctors with

customized detailing.

6 Post launch Taking follow up & review of doctor,

prescription, & chemist.

30

Launch Plan: Field Force:

Motivation

S. No. Particulate

s

Activities

1

“I am

surprised”

campaign

A surprise gift to 1st 50 Medical Representatives

who WhatsApp/Mail/Fax 1st prescription of

Histocalamine Natural to HQ.

2

“I am

performer”

campaign

A gift with certificate of appreciation from HQ to all

those Medical Representatives who

WhatsApp/Mail/Fax 15 prescriptions from 5

different doctors within 20 days from date of

launch.

3

“I am

achiever”

campaign

Achieve100 % of target & get 1% of total

achievement


achievement


achievement

31

Launch Plan : Chemist

S. No. Time line Offers

1 3 days before launch 50% Discount

22 days before launch 40% Discount

3 1 days before launch30% Discount

4 Launch Day20% Discount

5 Post launch Tentative Decision

Meeting with chemist and discussing about the offer on new launch

32

Launch Plan : Doctor

S. No. Time line Activities

1 3 Week before

launch

Communicate to the Non-Rxber of

Histocalamine of class A , B & C that a

special product we are going to launch

soon as per your requirement.

2 Launch Day Customized Launching Card,

Customized Detailing, LBL, Sample (10

ml sachets * 3) distribution.

3 7 days after launch Customized Detailing initiated with

Launch date Thanks, Brand Reminder,

Review Card, Sample & commitment for

prescription

4 21st Day after

launch

Scheduled follow up & brand reminder.

33

Dr. Rajesh Gupta

We are obliged for your given precious time in

launching Histocalamine Natural

34

Histocalamine Natural

Please launch it by writing the above brand in the space provided

35

Launch Plan : Patient

S. No. Particulates Activities

1

Patients

Awareness

Program (3 week

after launch)

Organizing a learning program for

patients in collaboration with doctors in

Community hall, School, College and

other institution for brand building.

2

Free Dermal

Check Up

Campaign

(5 week after

launch)

Organizing a in collaboration with

hospital & concern doctor for free dermal

check up.

36

Promotional Budget (Rs)

Particulates Doctors Patients Retailer Field Force

Personalized

cards

30000 (30 Cards * 100 MR * Rs 10)

Samples 90000 (90 samples * 100 MR * Rs 10)

LBL 50000 (100 LBLs * 100 MR * Rs 5)

Brand Reminder 50000 (100 BR * 100 MR * Rs 5)

Availability

Discount

60000 (10 unit*100 BT * Rs

60)

Campaign 150000 (15 campaign * Rs 10000)

Motivational Input ( 100 MR * Rs (200 +

400))

60000

Total 220000 150000 60000 60000

Sum total 490000+10000 ( Transportations )= 500000

37