106757419 marketing plan for launching new product

8/22/2019 106757419 Marketing Plan for Launching New Product

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MARKETING PLAN

FOR THE LAUNCH OF OSAMAX

Current market situation

Nepalese Pharmaceutical market and its marketing practices is complex to understand. With no

such specific guidelines and policies from its regulatory body DDA, Nepalese pharmaceuticals

feel the gap for visionary support from government. Though the country is self reliant in various

categories the chunk of market share is still being enjoyed by foreign and Indian companies due

to the lack of specific guidelines. Nepal pharmaceutical Laboratory is going to introduce its new

product in the market where its competitors already exists. Osamax competing brands are :

RESTOFOSSun PharmaceuticalsIndian company

OSTEOFOSCipla PharmaceuticalsIndian company

FOSSILMagnus PharmaceuticalsNepali company

Since it is difficult to adopt differentiation strategy in pharmaceutical products in terms of

product and its features, NPL has to work on other aspects to add value to the product and gain

competitive advantage over competitors product.

Market description

Currently total market size of pharmaceutical product is 12 billion and the share of Nepali

companies in the market is 35 % with 45 manufactures operating and (518) in the pipeline.

With an annual growth rate of 19 %, this sector is one of the fastest growing industries. This

sector is contributing around 12 billion to nations economy of which domestic industry accounts

for approximately 4 billion. This sector has become strong and stable in various aspects .

Report of 2006: The study shows the consumption of allopathic drugs in the fiscal year 2061/62

(2004/05) has been Rs. 10659 millions. The annual increment of allopathic drugs consumption

has been 16.1%..


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Quantification of drug, RDL/DDA

Total consumption and annual increment of allopathic drugs

Year Drug consumption % Growth

1999/2000 5907.00 25 %

2000/2005 10659.00 32 %

Quantification of drug, RDL/DDA

From the data 2000 to 2005:

The drug consumption has been increased by 80 % The domestic industries share has been increased by 25 %

Pharma industries have been a powerful and dynamic industry in past 10 years growing when

other industries have taken down turns. From the market trend of past few years we can see that

market share of domestic industries is increasing in terms of sale and replacing Indian and some

Multinational Companies (MNCs). This reflects a wide scope of growth and development of the

local pharmaceutical industry in Nepal.

Moreover the increasing awareness among general public regarding health, diseases and the

domestic production will certainly help this sector to grow faster.

59%

32%

9%

Share of Drug Consumption Through Import and

Domestic industries

Import Domestic Govt, NGOs , INGOs


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NPL is second largest Pharmaceutical Company of Nepal comparing its annual turnover. It

governs the 12% of the total domestic pharmaceutical market with the total annual turnover of

500 million rupees. It is growing with the approximate rate of 20 % annually.

Annual growth rate of company

Company profile:

NPL is a pharmaceutical company which was registered in department of industry His Majestys

Government (HMG) on 27th

Jestha 2042 and had started its operation from 28th

Poush 2043. Its

plant is located in Jeetpur, Birgunj and it has its marketing office in Pulchowk, Kathmandu.

With its motto Quality in the service of millions, in a short span of 26 years it has carved out a

significant position in the Nepalese pharmaceutical industry. NPL has a team of competent

management and technical professionals and a group of dedicated members at all levels who

have been working together as a highly motivated team to create an outstanding record of

success and growth in the Nepalese pharmaceutical industry. Its a World Health Organization

(WHO)Good Manufacturing Practice (GMP) certified company that has a separate Research

and Development(R & D) department, production department, quality control (QC) department,

quality assurance department, market planning department and marketing department that works

in coordination form an introduction level of product to its nourishment.

23

20

10

18

25

30

0

5

10

15

20

25

30

35

062/063 063/064 064/065 065/066 066/067 067/068

Annual growth of company

%

G

r

o

w

th

Fiscal year


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Due to its significant achievement in work system and standardization NPL is the only domestic

pharmaceutical company that has been awarded with FNCCI National excellence award for

three consecutive years since 2059 to 2062 and recently been awarded with FNCCI Service

excellence award in the year 2067. NPL has also been honored with NICCI excellence award

2003 by Nepalese chamber of commerce and industry.

Technological advancement: NPL is the first company to collaborate with academia for the

development of research activities in NPL, NPL has collaborated with Kathmandu University

school of science for conducting bioavailability and bioequivalence testing of medicine testing of

medicine, NPL has also expanded its QC plant with the name of Nepal Research Foundation in

the year 2066 basically for the development of novel drug delivery system and research

activities.

NPL holds the pioneer ship to manufacture cardiovascular, psychotropic, anti-diabetic productsin Nepal .It is also the first company to manufacture veterinary medicines. There are different

divisions within the company.

Future plans:

NPL is constantly on a move to improve, grow and serve better. It plans to launch many useful

and innovative health care products in the days ahead. It is planning to launch sterile

preparations, anti cancer drugs and it plans to grow in the field of biopharmaceuticals as well.

Divisions of NPL

Division I Deals with high value

molecules

Molecules that requires doctor

prescriptions

Division II Primary care products Me too ( push strategy )

Lapen DIV Sophisticated molecule Cardiovascular, diabetic,

psychotropicVet DIV Veterinary products Vet


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Corporate social responsibilities & collaboration

NPL has been discharging its corporate social responsibilities within its capacity by helping in

various health camps being organized. It has its quarterly publication with the name of TheHimalayan Health(THT) and Sangrila Janaswasthya(SJS) and distributes throughout the health

post and chemist outlets to disseminate health related information to general public through

which it also handle public queries regarding disease and the treatment.

Product Basket: Today NPLs product basket has number of medicines more than 200 in its

product basket ranging from, various therapeutic categories in different dosage forms.

Therapeutic Categories Dosage formsAntiallergic Tablets

Antidiabetic Dispersible tablets

Antiinfective Capsules

Cardio vascular Dry syrup

Dermatological Syrups

Gastrointestinal Suspensions

Gynecological Modified Release

Hematinic Pediatric drops

Musculoskeletal Cream

Nutritional supplement OintmentsPsychotropic Gels

Respiratory

Vitamins

Dental Products


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Company Vision and Mission :

NPL is a Brand leader in following listed drugs :

1. Amloldcardiovascular2. CTZanti allergic3. Brucetanalagesic and antipyretic4. VitalVitamin supplement5. Formindiabetic Range6. Kefix and Azithanti - infective


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Product review

OSAMAX (Alendronate Sodium) is a Biphosphonate drug used for osteoporosis and various

other bone resorptions. Biphosphonate bind to the hydroxyapatite found in bone that acts as a

specific inhibitor of osteoclast mediated bone resorption.

Composition

Each uncoated tablet contains:

Sodium Alendronate BP equivalent to Alendronic Acid 70mg

Osteoporosis: Osteoporosis is a condition characterized by a decrease in the density of bone,

decreasing its strength and resulting in fragile bones. Osteoporosis literally leads to abnormally

porous bone that is compressible, like a sponge. This disorder of the skeleton weakens the bone

and results in frequent fractures (breaks) in the bones.

Bones that are affected by osteoporosis can break (fracture) with relatively minor injury that

normally would not cause a bone to fracture. The fracture can be either in the form of cracking

(as in a hip fracture) or collapsing (as in a compression fracture of the vertebrae of the spine).

The spine, hips, ribs, and wrists are common areas of bone fractures from osteoporosis although

osteoporosis-related fractures can occur in almost any skeletal bone.

Throughout adulthood living bone renews itself by breaking down old bone and replacing it with

new. Osteoclasts resorb portions of old bone and osteoblasts follow to form an organic matrix of

minerals that become new bone. Of course, there are many other chemical changes required to

sustain this cycle (e.g. hormones).

Osteoporosis occurs when the balance of the cycle is upset causing bone to break down faster

than it can be replaced by new bone. Over time, this can seriously affect the structural integrity

of bone.

Indication and Dosage Regimen

OSTEOPOROSIS GLUCOCORTICOID INDUCED

OSTEOPOROSIS

Postmenopausal

women ( adults )

Men ( adults ) PO 35 mg once

weekly

PO 70 mg once

weekly ( for post


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Treatment Prevention PO 10 mg once

daily

menopausal women

not receving

estrogen )PO 70 mg

weekly

PO 35 mg

weekly

Mode ofadministration

Onset of action Peak action Duration

Oral

1 months 3- 6 months 4 weeks6 months

Clinical data

Treatment of osteoporosis with Sodium Alendronate has demonstrated normalization of the rate

of bone turnover, significance increase in BMD (Bone mineral Density) of the spine, hip Wrist

and total body and significant reduction in the risk of vertebral (Spine Fractures), wrist fractures

and all the non vertebral fractures. In the women with higher risk of fractures treatment with

Sodium Alendronate resulted in approximately 50 % reduction in the spine, hip and wrist

compared with the control group taking placebos plus calcium and vitamin D.

Osamax is an anti-osteoporotic drug given for the treatment of osteoporosis.

Adverse Effect: Ulcer and Gastritis


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Competitive Review:

The major competitors for Osamax are the existing brand of Sodium Alendronate

Product name Company MRP /Strip Packaging

Osteofos Cipla 180 4s * 10

Restofos Sun 258 10s*10

Fossil Magnus 158 4s * 10

Our Product

Strength MRP /Strip Packaging

OSAMAX 70 mg 192 4s * 6

Major activities of the competitors

Brand name Major Promotional activities

RESTOFOS Indication : For the treatment of osteoporosis

Personnel need fulfillment by the company to develop rapport with the

customers.

Covers the major hospitals and quantified service is on specific department of

hospital.

Sponsor in different seminars, stall placement at seminars.

Trust of prescriber on MNC brand, R & D investment high for Quality

Strong at cardiovascular products.


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OSTEOFOS Brand value of the productCipla Company

Trust of the prescribers on multinational brand.

Latest research on the product research is also provided.

Reimbursement of travel expenses, hotel stay of doctors free samples.

Sponsor in different Continuous Medical Education (CMEs), seminars, stall

placement at seminars.

Frequency of Sales After Service (SAS) is very high among Indian companies.

FOSSIL They have a very few brand to focus. (Unique product in their product basket

which the othercompany doesnt have.

New company aggressive marketing.

Product wise customer focus.

Product positioning and placement:

RESTOFOS and OSTEOFOS being the multinational brand, its main positioning is in the mind

of the customers as a quality product. Restofos and Osteofos take major sales from the consultant

doctors who have greater number of patients.

Fossil being first national product from the newly introduced company spend usually on specificproduct promotion since they have few product to focus on.

Distribution patterns & traditional channels

NPL has strong distribution network nationwide. Various distributors are channels through

which the products are made available through out Nepal. It has total of 110 distributors in

present context. After manufacturing the batch, the production completes all the details &

reconciles the batch information. The Quality Assurance department then confirms the quantity

stated & despatch section despatches the batch to corporate office. Corporate office then markets

the products through the distributors. The pattern of distribution channel is figured below.


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Fig : 01

The companys headquarter are located in 9 different cities of country. They are: Kathmandu,

Birgunj, Narayangardh, Janakpur, Butwal, Dharan, Biratnagar, Pokhara & Nepalgunj

Factory Corporate office

Headquarter

Distributors

Headquarter

Distributors

Headquarter

Distributors

Headquarter

Distributors

Retailers Retailers Retailers Retailers Retailers Retailers Retailers Retailers


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Strength, Weakness, Opportunities and Threat Analysis

Objectives and Issues

Our key marketing objectives lie on setting achievable goals focused on sales volume, market

penetration and number of loyal customers.

Objectives and Issues:

First Year Objectives:

For any brand to meet a sales target, the first thing that needs to be achieved is loyal customer

base. NPLs first year target is to have 5 to 8 loyal customers by year end who exclusively

Increasing Competition

Very few customers are

aware of the productRising drug cost due to rise

in price of raw materials

Change in regulations

Urban people more turningtowards herbal medicines

Unethical practises in themaarket

Large market to capture .

Novel drug deliverysystem

Fills the gap of ortho range

Target to other therapeuticgroup like gyanecologist,general physicians.

Late Entry in the market .

High Price

Unaffordability bydisadvantaged group

Weak Research andDevelopment centre incomparision to MNCs.

Strong industry standing

Good rapport with topcustomers

Value added PackagingPatient information leafletin both English and Nepali

Value added customerservice .

Strong Brand Buildingactivities .

Strenths Weaknesses

ThreatsOpportunitites


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prescribes the product. By loyal customers that means renowned doctors in the field of Ortho,

Gynaecology and General Physicians.

Market Penetration Target: During the first year NPL should have set the target to make the

Brand available in 9 major cities; Kathmandu, Birgunj, Narayangardh, Janakpur, Butwal,

Dharan, Biratnagar, Pokhara and Nepalgunj.

Sales Target: NPLs sales target for the first year is a sales of 5000 boxes. Each box cost 1100.

So the total sales target is NRs 5500000.

Second Year Objectives:

Second year objectives have not been set discretely. It would be planned on the basis of targets

achieve during the first year and feedbacks during that time range. NPLs main focuses for the

second year are as follows.

1. Increase the sales revenue by 20%2. Educate second level customers.3. Increase loyal customers by 30%.

Issues:

The market that NPL plan to tap already has few existing and competitive brands. Few of the

customers have also been tapped by other brands. So, the market launch should be very

aggressive. Heavy investment should be done not only during the launch but also throughout the

year. Also there will be putting in lot efforts to educate Doctors in the three mentioned fields as a

lot of them are still unaware of its usages. NPL need to develop media plan for whole year

promotional plan.


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MARKETING STRATEGY:

Positioning:

The punch line of Osamax is Osamax today for healthy bone tomorrow and it is targeted to

few selected qualified customers (cream doctors): physician, gynecologist and orthopedics of the

territory whose prescription can change the sales scenario. The product will be promoted as the

only effective treatment for osteoporosis in men and menopause women. The brand name is

somewhat similar to the brand name of the research brand which would be easy to remind to the

target customers. The product will also be promoted on the basis of its unique packaging that

provides patient with exact dose of 6 months and first brand with patient leaflet information in

Nepali that would be highlighted in our product card.

Product strategy:

OSAMAX is the product used for the treatment of osteoporosis, but OSAMAX not only provides

remedy for the treatment of osteoporosis, it will help patient to gain Bone mass and improve

quality of life to patients. Besides they will have the benefit of unique packaging that will

provide them with exact dose of 6 months with complete information leaflet in Nepali / English

which will guide them through the dosage regimen of Medicine and precaution they should adopt

while taking this medicine. The company has also decided to provide direct patient service to the

patient like patient counseling and dose reminder to the patient taking this medicine since themedicine possess some side effects which might harm and cause secondary disease to the patient

, the company will also have regular BMD testing to the patient so as to assure that they are

gaining bone and are not prone to osteoporotic fractures .

Packaging: 6s X 10, exact dose for 6 months

With patient information leaflet


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Price / quality strategy:

OSAMAX is the second national brand of sodium alendronate. Though there are three existing

competitors, I have used a price skimming technology. I have tried to maintain price as that of

competitors since the target customers are not price conscious. Price also has a least impact on

the sales of Pharmaceutical products as no customer demands for it and customer prescribes on

the basis of quality, services and availability. As a company policy its doesnt want to enter in

the unethical competition of lower quality, low price and high bonus. The current price is enough

to cover production costs, marketing costs and generate calculated profit margin.

Distribution plan:

Since the product is a lifestyle drug and is quite expensive I will first try to promote this product

in the target segment of city areas of Nepal, where there is a purchasing capacity and where we

see mobility and scope of the products .Kathmandu will have the high target and the product will

be vigorously promoted at Kathmandu valley , but the areas like janakpur , Butwal and

Improved

Quality of life

of pateints

Patient

information

leaflet in Nepali

Actual Product

Quality Product

Packaging 4s X 10

Dosage

Regimen

scheduling

Augmented Product

FREE BMD

measurement

Direct Patient

service


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Nepalgunj will have less target since the doctors over there do not readily prescribe new product

.

NPL will follow the regular distribution channels from its core distributors to the retailers for the

availability and its sales representatives will make sure that each retail counter will have the

product OSAMAX before launching so as to avoid prescription bounce.

Marketing communication strategy:

Personal selling:Pharmaceutical companies major tool of promotion is personnel selling. NPL

will have its Sales representatives who will detail its product in front of core customers and

convince them to prescribe our product. The communication will be enhanced by enhancing the

personal selling for these following measures

Personal selling is based on the detailing ability hence to enhance it detailing, trainingwill be conducted on quarterly basis or as per the need and MR with the best detailing

ability will be awarded annually for motivation.

To increase the product knowledge and skills of the personal selling, various trainingswill be organized quarterly for FMs and MRs.

The out sourcing of the resource person will be done at least once a year and for theinternational exposure on the salesmanship, certain selected representatives will send for

the abroad training.

MR of the month and start of the year will be selected and awarded. Providing lucrative incentives to motivate them.

Visual Aid


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Advertising:

As direct advertisement are not allowed due to government legislations indirect promotions

can be done with the help of informative visual aids .

Visual Display: The Medical Representatives Visual Aid will be more communicativehighlighting only specific information. Flex, boards, Leave behind Cards (LBCs),table tob

design will be prepared highlighting the sign and symptoms of Osteoporosis, its causes and

preventive measures. The board will be filled with contents and information of preventive

measures as well.

Buzz marketing: Through key opinion leader, bang on market will be created by arranging

conference for the doctors from ortho department and making influential leader among them

to speak on molecule and its advantages.

Communication through SJS and Himalayan health informative journals which will highlightthe use and efficacy of OSAMAX and these journals are distributed through its distribution

network in different parts of the country.

Direct Patient Service: To help our customers in patients front, NPL will have a system of

direct patient service from the company itself to educate customers regarding drug and its

Leave behind Card POSTERS


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uses since doctors usually dont have enough time for patient counseling. It will be an added

service to doctors as well as patients.

Organizing health camps and measuring Bone Mineral Density (BMD) through BMD

Machine which helps to identify patient suffering from Osteoporosis or those prone to

osteoporosis.

Marketing Research:

In NPL Market planning department is responsible for conducting market research. Market

Planning Department is the important wing considered as a Central Nervous System which

conducts research and develops action plan for existing and new products. It consists of

Pharmacist and few people from sales force. Since NPL is going to introduce product as per the

market feedback, the introduction of Sodium Alendronate (OSAMAX) in product basket is

totally based on market feedback.

OSAMAX is not a OTC (over the counter drug) which the patient buys with their own

knowledge as in case on any other general drug, so the burying behavior is solely dependent on

doctors prescription I have conducted research on retailer level and doctor level.

The research for market analysis and feasibility study of Sodium Alendronate was conducted as

listed below:

There are two major research tasks I tried to accomplish.

1. Check the penetration and market share of each of the brands: Before NPL can launch anew product, it should first know the market scenario. Sodium Alendronate is a new product and

as per my understanding, the penetration of various brands is not that high. This research focused

on the availability of various brands, popularity of each of the brands and their sales volume.

With this NPL can exactly know what should expect from the market and how can tackle the

market situation.

2. Analyze the popularity of the molecule among various doctors: As discussed previously,

the molecule is new to the market. Not all doctors know about its usage yet. I found that only top

doctors seem to be using this molecule. The molecule can be prescribed by Ortho, Gynecologists

and General Physicians. Our plan is to understand the following

a. Current situation of popularity of this molecule among these therapeutic categories.

b. Names of the doctors who have been prescribing this molecule and their preferred brands.

With this information, NPL can exactly know the doctors whom it can target to prescribe its

brand. Also NPL can know the doctors whom It can educate on this molecule.


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Survey Results:

For research purpose, 55 chemists were selected. Among these, 42 of the chemist were

having at least two of each brand. FOSSIL, existing national brand, was found in all of them.

It means that FOSSIL has been able to generate prescription from their target customers. This

led to a conclusion that most of the consultant Orthopedicians has been prescribing FOSSIL.

However it was found that Magnus didnt focused on gynecologist and physician for

FOSSIL which is an advantage for us.

RESTOFOS and OSTEOFOS have not adopted any specific promotional activities for the

particular brand, since they are much more focused on other therapeutic categories.

Doctors from these therapeutic categories (Orthopedicians, Gynae, physicians) were

shortlisted as per the feedback from the Medical Representatives.

Information on sales/month of each brand in boxes was also obtained from the market surveyincluding their price and information on packaging.

A lot of doctors were found to be unaware of this molecule as it is very new therapy.

Product name Company MRP /strip Packaging Average Sales

per month in

Kathmandu

OSTEOFOS Cipla 180 4s * 10 180 boxes

RESTOFOS Sun 258 10s * 10 162 boxes

FOSSIL Magnus 158 4s * 10 370 boxes


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Marketing Organization

Its a marketing team responsible for all the marketing activities and promotion plan of

OSAMAX

Mrs. Nishma bajracharya

Assistant Product Manager

Mr. Satya Narayan Dhakal

Field Manager

Medical Representatives

(M1, M2,M3 - KTM)

(MR- West)

Mr. Raju Shrestha

Field manager

Medical Representatives

(M4,M5,M6- KTM)

(MR- EAST )

Ms.Manisha Shrestha

Product Executive

Mr. P.B Chettri

Sales Manager


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Action Plan:

The plan begins with choice of target market and suitable marketing strategy to reach them. By

the four Ps mentioned above, I have set the position, price, place (distribution locations) andpromotion (communication). Discretely following are our action plans.

NPLs new product OSAMAX is comparatively an expensive medicine and is sold on

prescription only. So NPL should have to go with super core doctors as our target. Since medical

products are not allowed to use broadcast media or print media, direct marketing approach and

personal communication approach is best way to reach out target.

The plan is to make a list of super core doctors from inside and outside of valley. Then NPLs

product team will approach them with its upcoming products and try to convince them to

become opinion leaders. NPLs Product Executives (PEs) will be involved in providing detailedproduct demonstration to these super core doctors. Out of the core doctors, NPL plan to select 5

to 8 doctors as opinion leaders per MR.

Once cultivation of opinion leaders is achieved then they are entitled to prescribe NPLs product

to their patients and affiliated pharmaceutical stores. Initial sample will be combined with brand

reminders like heaters with products name and may be complimentary pens and notepads. MRs

will have to pay regular visits and update the status.

Plans to organize medical conferences and exhibits.

Actions 1 2 3 4 5 6 7 8 9 10 11 12Conference Launching

gift

Brochures Flex , Boards

BMD for

camps Samples Incentive

Action Plan Calendar

Details of promotional plan and visit plan for the first year to meet objective

- Launching Date has been set to 15th February 2012.


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- Bang on the market through conference and promotion through key opinion leader. NPLplan to hold two conferences by two key orthopedists in Kathmandu. These conferences

would be focused on molecule and therapy education.

- Visit with a team including APM, PE, SM, and FM on the day of launching with alaunching gift to select super core doctors.

- Visit will be repeated by the concerned MR, at least 3 visits in a month to reinforce thebrand and to review prescription status

- Brochures would be given for distribution in Medical organizations involving targetdoctors.

- Leave behind cards (LBC), economical gifts will be provided with the brand nameencoded for brand reminder.

- Free samples would be provided to the selected doctors.- Flex and boards would be distributed to retailers and distributors. Also, these would be

used during conferences and health camps.

- BMD (Bone Mineral Density) machine is a key device for diagnosing Osteoporosis.However, this device is very rare in Nepal. So, NPL team will buy this device andprovide the device and a team of experts during various camps organized by selected

doctors. NPL will plan to organize/participate in at least four camps.

- Lucrative incentives would be provided to MRs based on their sales targets.

Budget

Budget allocation for advertising is based on our media plan,

New product quantity rate 1 2 3 4 5 6 7 8 9 10 11 12

Conference 150000 Launching

gift 128 96000

Brochures 1500 67500 Flex , Boards 600

BMD 1200000 Samples 6372 1223424 Incentive 213693.2 Total Budget: 2951217

Sales target 5000 5500000

Total Media expense: 53.7% of Sales Target


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As per the media plan, advertisement and total cost for the promotion includes conference cost

for buzz market, launching gift for key customers, brochures, flex and boards, investment on

BMD machine , samples , incentives and target . The total budget allocated for total promotional

activities is 53.7% of total sales target for the whole year.

CONTROL MEASURES

NPL is bringing new product into an existing market so it should have plan of using product

development strategy. PDCA model can be implemented to achieve control over the

implemented marketing strategies.

The PDCA model consists of four different activities carried out in sequential order

- Plan- Do- Check and- Act

Plan

The plan begins with choice of target market and suitable marketing strategy to reach them. NPL

will follow our plan as mentioned in Action Plan.

To sum up, key plans should be as follows:

- Selection of 5 to 8 core doctors as opinion leader.- molecule demonstration through key opinion leader to create bang on the market- Launching visits with team ( APM,PE,SM,FM)- Repeat visit by MR to reinforce the Brand- Inputs for brand Reminder ( Promotional Gift items, leave behind cards , Posters , pen

and pads )

- Free Samples-

Organizing Health camps with BMD machines- Lucrative incentives would be provided to MRs based on their sales targets.


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Do:

The above plan is put into implementation. Careful choice of super core doctors are made and

approached in a very professional manner by the product team. Product demonstration is given

and when they agree to become opinion leaders, supplementary items are provided. Regular

medical conferences are held as our product as official sponsor. This will create a buzz and helpin product promotion very strongly.

Check:

The most important part of check procedure is preplanned regular visits. Every MR will have

separate list of doctor from inside and outside of valley which they have to visit a number of

times in a given time interval. The main purpose of visits will be the status collection through a

number of data sheets. The collected status will be submitted on time to the management for

reviewing purpose. By status, I mean the following1. EP: exclusive prescriber (who provides only our product of that molecule considering

volume business)

2. MP: mixed prescriber (who provides our product with one or two other companies of theparticular molecule, considering volume business)

3. OP: occasional prescriber (who prescribes our product very rarely)4. NP: non prescriber

Seniors managers will also visit the top listed doctors for personal marketing.

The collected status will be the main agenda in every meeting. Respective people will be held

responsible for success or failure of the product in their predestined area.

Sales analysis will also be carried out and reviewed regularly. (ANNEXURE, 06)

Action:

Necessary actions must be taken immediately as per suggestion of MR, FM, SM and PE. When a

chosen super core doctors regularly prescribes their gesture is well supported by SAS. Whenthey do not recommend the SMs will visit and communicate for chance of prescription. If not,

there will have to search for new super core doctors. When doctors prescribe but not regularly

then will have to send SM for session to increase. NPL has to change action plan as per the

market feedback and develop second year plan accordingly


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Rules to be followed for successful control

- Work book must be timely filled and brought to every meeting. (Mentioned in Annex)- A photocopy should also be brought for use of FM, PE, and SM- Improper filling will be asked for full justification- Incentive programs will be there for motivation and better performance.

Conclusion

A lot of effort has been put into bring out this product. Launching date has been set to the first of

15th February 2012. I hope that the effort within the company including all the effort from NPL

team will pay off with successful penetration in the market. I wish all of people strong and

healthy bones.

106757419 marketing plan for launching new product

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