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Executive SummaryBiovit-M belongs to nutritional supplement market for healthy skin, nails & hairs. Biovit-M

has a value 0.8M with 0.08% of market share of total market 987M which going by

(2.62)% OLY.

In this brand plan we see topic which includes PEST analysis, Market analysis, SWOT

analysis, Competitor analysis, Porter’s analysis , Research, Brand objectives, & Market

Strategies.

The PEST tells us overall scenario is in favor because economic condition improving, as

inflation rate is declining. SWOT help to identify area of product improvement. Market

research identified the drop out Rx and market opportunity because only 8 % consumer

using nutritional supplement because their doctor recommended it while 92 % market are

opportunity.

These analysis help to build Biovit-M of 2.5 M in 2010.

The Market strategies to build & drive the brand is happen by identification of perceptual

mapping which identified the actual area to play. This area back by Positioning, by positioning

we will be focusing on target audience & customers; mainly both gender of 18-40 yr and

dermatologist & G.Ps only in 1st year. This focusing is narrow because of initial phase of

launch and we want to build heritage of brand infront of prescriber & user. So that

separate identity of brand will develop.

Promotion mix design accordingly to help on building brand.

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PEST Analysis Political

• Deficient regulatory environment and the recently heightened security risk will continue to pose major barriers to sales in the country

Social• Today people are

more health conscious

• Introduction of a social insurance program has been discussed, no real progress has been made to date

• Social network communities

Economic

• Pakistan inflation rate

is almost 14.2%*

• Economy growth rate

accelerate is 2.7% *

Technological

• New advancement in

beauty segment

• New innovation in

beauty products

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Market Definition

Nutritional supplement for the

deficiency of Vitamins & Mineral

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SWOT Analysis

Strength Alu Alu packaging

Sugar free

Opportunities People are more

conscious about their beauty.

Vitamins supplement after registration should be treated as a OTC *

Product Shortage of Epivite

Single direct player

Market growing with negative trend

Weakness Large pack size

Pack is not visible in shelf

Threats Epivite have high SOV

Top of mind recall among dermatologist

High price than

Epivite

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SWOT Analysis of Epivite

Strength Corporate image

Highly skill sales team

Strong penetration on derma segment

Low price that Biovit-M

Opportunities People are more conscious

about their beauty.

Vitamins supplement after registration should be treated as a OTC *

Unavailability of Biovit-M

Only single direct player

Market growing with negative trend

Weakness No sugar free

Bottle pack

Focus only for skin

Negative market growth of Epivite

Threats Sugar free Biovit-M

Emphasis on beauty nutritional supplement

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Market Segmentation

Market Segmentation

Nutritional supplement

required for skin, nail, & hair

• Vitamins supplements

• Vitamins & Minerals

supplements

Patient Segment Competing Categories

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Porter’s Five Forces Analysis

Bargaining power of Suppliers

Selling raw materials at high price

Distribution own demands

Threat: Low

Potential Entrants

Other combinations (high likelihood)

Threat: Moderate

Treat from substitutes product

General VM S

Imported VM S

Threat: Low

Bargaining power of customer

Customers becoming more knowledgeable

Institution business demands huge discount

Threat: Low

Industry

CompetitorsLong-established

industries

• GSK (Epivite,

Theragrant-M, &

Revitale-M)

• Abbott (Optilets)

• Pfzier (Centrum)

Threat: High

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Competitor Analysis

Total Market Size: 987 M with (2.62) % of GOLY

MAT ~ 01/2010

Competition S.No Brand NamePack

SizeCompany T.P Value Unit Sales

Market

ShareGLY

Direct

Competitor1 EPIVITE 30's

GSK

(Stiefel) 252 46,908,991 202,885 4.75 -1.35

Indirect

Competitor

1 THERAGRAN M 30's GSK (BMS) 70.89 108,840,135 1,535,339 11.02 0.9

2 REVITALE M 30's &

45's GSK

82.65 &

119.8 70,197,319 709,133 7.11 3.86

3 OPTILETS M 30's Abbott 36.93 44,586,682 1,207,331 4.51 5.69

4 CENTRUM 30's Pfizer 48.9 671,160 5,640 0.07 0

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Research on Vitamins & Mineral

Usage..40% of consumers surveyed in a major global study claim to use Vitamins &

Dietary Supplement products but less that 60% of these are regular daily users.

The survey, undertaken online across 52 countries by market research business

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Research on Vitamins & Mineral UsageThe role of healthcare professionals in driving usage of Vitamins & Dietary

Supplements is relatively low, certainly compared to levels identified in previous

Nielsen surveys exploring over-the-counter (OTC) medicines. The level of usage

as a result of advice from a doctor or healthcare professional is also relatively

low, with only 18% of users claiming to be doing so because of this advice.

However, the influence of the doctor is high in a number of countries, especially

India, Pakistan, Egypt, Israel, Argentina, Mexico and four European countries

(France, Belgium, Italy & Spain).

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Brand Vision

To make Biovit-M as no.1 brand in beauty

nutritional supplement market by 2015.

To establish Biovit-M as product of choice

for Skin, Hair, and Nail nutritional

supplement.

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Objectives

Qualitative

To Build brand image

To build Biovit-M as first line beauty nutritional supplement in skin, hair, & nail by expand market and gain market share

Quantitative

Till Dec 2010, we make Biovit-M a product of 2.5 million.

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Perceptual mapping

Multivitamins & minerals

Nutritional

supplementBeauty

Skin, Hair, & Nail

multivitamins & minerals

OPTILETS M

REVITALE M

THERAGRAN M

EPIVITE

CENTRUMBiovit-M

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Brand Essence &

Positioning

Beauty matter’s

Biovi t -M g ives complete nutr i t ion,

what your sk in, na i l , & hai r need

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Brand Persona

Sincerity

Wholesome

Excitement

Imaginative

Spirited

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Product development

stage

Introducttion Growth Maturity Decline

Sales

Biovit-M

Launched by 9 months ago

Product Life cycle

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Segment Prioritisation MatrixS

eg

men

t A

ttra

cti

ven

es

s

Low

Brand Strength HighLow

High

Pediatrician*

G.Ps

Gynecologist*

RMOs

HO

Dermatologist

Beauty Saloons*

Networking communities*

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Target Audience

Male & Female

WHO: Age: teen – 40 year

WHEN: Need nutritional supplement for beautiful skin, nail, & hair

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Target Customers

Dermatologist

KOLs & Consultants

RMO’s & MO’s

G.Ps

1st class

2nd class

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Biovit-M Market Strategy

Build Brand

Expand Market

Increase Rx rateConvert non- & intermittent user

Focus on direct consumer

E.g. Community networking, Beauty

magazines

Gain Market Share

With direct competition

E.g. Epivite

With indirect competition

E.g. Evion & others

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Marketing Mix of Biovit-M

Product A brand is introductory phase and has a beauty

nutritional supplement

Price PKR: 262.7 for 30 tablet

Promotion Marketing & Sales Activities

Place OPD sitting – Clinics

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ProducerRetailer, Wholesal

ers

and Doctors

Consumers

Personal selling Sales promotion

Push strategy

ProducerRetailer, Wholesal

ers

and Doctors

ConsumersDemand Demand

Consumer engagement & awareness program e.g. through PEBs & community

ads

Pull strategy

Promotion Strategies

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Personal selling Face to face detailing

Sales promotion By promotional input

○ Samples

Public relation Articles; Role of vitamins & minerals in Beauty

Web-blog

Advertisement Facebook

Promotion Mix Strategies

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Sales Strategy

Focusing on non-user & intermittent user by

transferring feature into benefits

Increase share of voice by reach & coverage

CategoryVisits Per

MonthNo. of Drs.

A Class Dr.s (dermatologists ) 3 1,500

B Class Dr.s ( 1st class G.Ps) 3 1,200

C Class Dr.s (RMO, HO, & 2nd class G.Ps) 2 900

Total Drs 3,600

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Sales force structure(Region

Wise)

KARACHI, 9

LAHORE, 8

MULTAN, 6

ISLAMABAD, 7

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Sales Forecasting for 2010

Months Total Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Targets 9000 713 713 734 743 743 765 743 743 765 772 772 796

Value 2,453,400 194,309 194,309 200,197 202,406 202,406 208,539 202,406 202,406 208,539 210,502 210,502 216,881

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Promotional Support PGI (Promotional Gift Items)

Mount Blanc pen

Table stationary box

Promotional Items

Wall mounts for general public

Literature (PDA/LA)

Public Awareness

Public education booklet by highlighting how to nourish skin, nail, & hair and why nutritional supplement important.

Develop face book community campaign with slogan of Beauty Matter’s by targeting female of 18-40 year of age

Advertisement in Beauty Magazines

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Promotional Support Calendar

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

1.PDA

1.Literature

& 1.PEBs

2.Literature,

1.Mounting

& 2.Sample

1.Advertisment

3.Literature, 2.P

EBs, 3.Sample,

& 2.Gift

3.Advertisment

4.Literature &

4.Sample

1.Sample

& 1.Gift

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2.Advertisment

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Budget / ExpenditurePromotional Item

Value / unit

RsNo. of cycles

No. of unit \ rep\

cycle

Product

Specialist

Total Qty

Req. Total Value

PDA 25* 1 35 30 35 26,250

LA 6* 4 200 30 800 144,000

Samples 10* 4 150 30 600 180,000

Pen 300* 1 30 30 30 270,000

Stationary Box 200* 1 50 30 50 300,000

Mounting 200* 1 50 30 50 300,000

Beauty

Magzine1200* 4 - - - 4,800

Face book

Adverisment$ 1 / day 90 days - - - 7,920

PEBs 3 2 3000 30 6000 540,000

Total 1,772,970

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VALUE %

SALES 2.5 M

COST OF GOODS

RAW MATERIAL

PACKING MATERIAL

LABOUR

OVER HEADS

DEPRECIATION(PLANT)

TOTAL COGS 57.2

GROSS PROFIT 42.8

OPERATING EXPENSES

SALES FORCE EXPENSE

MARKETING STAFF

PROMOTIONAL ACTIVITIES

MISC

TOTAL OPERATING EXPENSE 18.3

NET INCOME

P & L

Statement

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