Download - Report On Marketing Plan Of Ut Tone
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 1
Marketing Plan of UT-Tone
As Partial Fulfillment of PGP – Pharma Program at Stevens Business School
For
Lincoln Pharmaceutical Ltd
Prepared By
Dipa Shah Mitesh Shah
Under guidance of
Mr. C T Kapadia (Marketing Manager, Lincoln Pharmaceutical Ltd)
Dr. Raashid Saiyed (Director, Stevens Business School)
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 2
PROJECT CERTIFICATE
Date: 18/12/2010
Dr. Raashid Saiyed
Professor & Director
Stevens Business School
Near Khatrej,
Gandhinagar 382721
Dear Sir / Madam:
Sub: Project Certificate
This is to certify that Ms. Dipa Shah and Mr. Mitesh Shah of your institute have satisfactorily completed
live Project in our Company from 25th October to 15th December 2010. During the period of the Project,
they were given on-the-job training covering various areas/given tasks and responsibility comprising
market survey and making marketing plan on UT-Tone. They have completed and submitted the Report
on Marketing Plan on UT-Tone on 15th December 2010. They have presented the Report in proper form
before company official concerned on 13th December 2010.
______________________
(Signature)
Mr. C T Kapadia
Marketing Manager, Lincoln Pharmaceutical Ltd
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 3
DECLARATION
We, Dipa Shah and Mitesh Shah, student of Post Graduate Program - Pharma of Stevens
Business School, Gandhinagar here by declare that the project work entitled “Marketing Plan of UT-
Tone” submitted to the Lincoln Pharmaceutical Ltd, India, Ahmedabad, is a record of an original work
done by us and this project work is submitted in the Partial Fulfillment of PGP – Pharma Program at
Stevens Business School
This project is a result of culmination of our sincere efforts. This report has not been submitted
to any other University or Institute for the award of any degree or diploma.
We declare that this submitted work is done solely by us and to the best of our knowledge. We
have tried at our level best to collect precise detail to provide useful information to the company.
We also declare that all the information collected from various sources has been duly
acknowledged in this project report.
Dipa Shah
Mitesh Shah
PGP (Pharma)
Stevens Business School
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 4
ACKNOWLEDGEMENTS
Here, we take this opportunity to humbly express our gratitude to all those concerned with our
project entitled “Marketing Plan of UT-Tone”. We would like to share the success of our project amongst
the person who has directly and indirectly helped us to complete this project.
We are extremely thankful to Mr. C T Kapadia for providing us and opportunity to work with
Lincoln Pharmaceutical Ltd, Ahmedabad. My sincere thanks to Ms. Alefiya Contractor (PMT. Teresa,
Lincoln Pharmaceutical Ltd, Ahmedabad) for her perseverance, co-operation and constant help and
guidance throughout the project, which helps us to increase our knowledge and professional skills in
innovative manner. We are also thankful to entire Lincoln Pharmaceutical team for giving us the co-
operative and friendly support for the project.
In providing concrete shape of our project, there are numerous people who have taken part.
We take this opportunity to express our deep sense of gratitude and hearty thanks to our Professor Dr.
Raashid Saiyed, Stevens Business School for providing us his valuable suggestions and remarks to
complete this project. His extensive knowledge of subject and the way, he imparted the same to us has
enabled us to develop the project cohesive manner.
We would like to express our heartiest thanks to our family, parents and sister to extend their
help as and when required. We would like to thank our friends for their support during our project.
Dipa Shah
Mitesh Shah
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 5
EXECUTIVE SUMMARY
Ayurvedic medicine has now become an integral part of human health and safety. Ayurvedic people
consume Ayurvedic products as a part of treatment to cure disease and also as a part of preventive
healthcare there is a shifting of allopath to ayurveda is an emerging trend in India and also in western
countries. .
In this report we have taken UT tone which is Ayurvedic tonic. This is 100 percent pure Ayurvedic
preparation made from extracts, fruit, trunk, leaves, flower etc. This tonic is mainly used to cure
feminine problems in female as well as in the treatment of amenorrhea, infertility, anemia etc. Since this
is purely ayurveda project it does not show any visible side effects as well as no internal toxicity or
adverse effect to any organs. Though it is long term treatment but it cures feminine problems in female.
The present market survey aims to understand what the potential market for this Ayurvedic preparation
is. In this report we have captured perception analysis of gynecologist for UT tone tonic. In this report
we have also presented brand plan and promotional tools for launching UT tone under the title of
Lincoln Pharma. To prepare brand plan and cost analysis we have used CMS/ORG data for understanding
present UT tone market and potential market. We have also included budget calculation. We have also
suggested brand name and USP to cater larger market share in current total market.
In our survey we met gynecologists to know and understand their perception about this Ayurvedic
preparation. We have also included comparison of ingredients of UT tone and competitor’s product and
their ingredients.
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 6
INDEX
Sr. No. Particular Page No.
Acknowledgements 04
Executive Summary 05
Index 06
1
Brief about UT-Tone 09
1.1 Ingredients and Actions 09
1.2 Unique selling proposition (USP) of UT-Tone 12
1.3 Merit of UT-Tone 12
1.4 Demerit of UT-Tone 12
1.5 Suggested names for Re-Launch of UT-Tone 13
2 Current Marketing Situation 14
2.1 Growth of Indian Pharmaceutical Market and Lincoln Pharmaceutical market
14
2.2 Introduction to Gynaec Market 14
2.3 Top Ten Pharmaceutical Market 15
2.4 Gynaec Market Sales in Rs Cr 16
2.5 Sales by sub-segments 16
2.6 UT-Tone Market Situation 19
2.7 Sales of UT-Tone in Rs in Lakh 20
2.8 Competitive Analysis 20
2.9 Price Comparison 21
3 Threat and Opportunities 21
4 Market Survey Detail 22
4.1 Title 22
4.2 Objectives 23
4.3 Research Method 23
4.4 Sample Design 24
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 7
4.5 Data Analysis 25
4.5.1 Uterine tonic preferred by doctors most for routine feminine problems
25
4.5.2 The major indications in which uterine tonic prescribed 26
4.5.3 The major herbals, considered as the most effective curing uterine problems or infertility
27
4.5.4 The patient benefits that considered the most especially in Uterine tonic or feminine tonic
28
4.5.5 Doctors expectations from companies who market uterine tonic product
29
4.5.6 Source from where doctors come to know about uterine tonic product
30
4.5.7 The promotional activities used for uterine tonic products 31
5 Marketing Strategy for UT-Tone 32
5.1 Objectives for Marketing Plan 32
5.2 Segment Profile 32
5.3 Positioning 32
5.4 Marketing Expenditure 33
6 Action Programs 34
6.1 Target states for launch plan 34
6.2 Segment Size 39
6.3 Sales Forecasting 40
6.4 Promotional Plan to doctors 44
6.5 Promotional Plan to Business Executives 45
6.6 Call plan for Business Executive per Month 46
7 Budget For 2011 47
8 Control during Application of Marketing Plan 48
8.1 Check point for controlling 48
8.2 Example of control sheet for sales per quarter 49
9 Bibliography 50
10 Annexure 51
10.1 Proposal for Marketing Plan of UT-Tone 51
10.2 Questionnaire for Doctors 57
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 8
10.3 Questionnaire for Chemists 60
10.4 List of Gynecologists 61
10.5 Visual ad 63
11 Reflective Note 64
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 9
1) BRIEF ABOUT UT-TONE
It is marketed by Lincoln Pharmaceutical Ltd under Teresa Division
Total Sale of UT-Tone for 2010: Rs 9,06,114
Use: Uterine Tonic for female fertility and feminine problems
Packing Size
o 200ml syrup
Price
o 200ml syrup at Rs 65
1.1) Ingredients and Actions
Ashoka(saraca indica)
Excellent herb for all gynecological problems – leucorrhea , menstrual disorders, dysmenorrhea etc
Stimulates endometrium and ovarian tissues – enhances ovulation.
Controls excessive bleeding.
Amruta (Tinospora Cordifolia)
Excellent treatment for anemia
Regulates the Immuno -modulatory activities ( Improves the immunity and the resistance of the body)
Imparts longevity, youthfulness and vitality to women.
Shatavari (Aparagus racemosus)
Cooling agent
Balances the female hormonal system.
Regulates ovulation
Cures tiredness and morning sickness
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 10
Useful in curing infertility, leucorrhea , menstrual problems
Increases lactation in feeding mothers
Ashwagandha (Withania somnifera)
Useful in bloody discharge and in leucorrhea.
Very helpful for lactating mothers.
Used to cure uterine infections.
Often good in vaginal pains other than due to infections.
Ghritkumari(Aloe Vera)
Overall health of the body
Baheda (Woodfordia floribunda)
Purifies blood
Cures the problems of “vaat , pitt and cough “
Jaiphal (Miristica Fragrans)
Useful in alleviating menstrual cramps
Regularizes menstrual cycle
Lavang (Myrtus Caryophyllus)
Detoxifies the gastrointestinal tract.
Improves digestion.
Restores libido.
Reduces morning sickness in pregnancy
Jatamansi ( Nardostachys Jatamansi)
Powerful blood purifier
Stimulates the nervous system
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 11
Alleviates the pre -menstrual syndrome (PMS)
Chavak (Piper Officinarum)
Useful in chronic digestion
Helpful as a tonic in amenorrhoea and dysmenorrhoea.
Chitrak (Plumbago Zeylanica)
Decreases the pain caused due to menstrual cramps
Kakadsinge(Pistacia Integgerima)
Purifies blood
Removes “pitt”
Kabab chini /Kankola(Piper cubeba )
Stimulates ovulation.
Supports liver and spleen.
Restores libido.
Pushkarmool (Inula racemosa)
Removes vaginal pains and infections
Improves lactation in mothers
Loh bhasma (Iron Calx)
Extremely helpful in reducing the menopausal syndrome
Useful in anemic conditions
It has a has a general vitalizing effect
Tamra Bhasma (Copper Calx)
Useful in curing anemia as well as urinary infections
Maintains healthy digestive systems
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 12
Strengthens the immunity of the body
1.2) Unique selling proposition (USP) of UT-Tone
It is the right combination of 100% natural herbs and medicinal plant and their leaves, fruits, trunk
etc. which are organic in nature.
Herbal extracts are collected, treated, combined by boiling it natural way as it is described in
Ayurveda granths thus it is pure and does not have any side effects.
It does not carry any preservatives or artificial flavors which can be harmful in long term treatment.
It is supplementary product to enhance uterine function and supports in treating infertility in
women.
It takes care of strengths, vigour, vitality, and ovulation.
It keeps genital organs healthy and also overall wellbeing of women.
It carries large amount of antioxidants, blood purifier which increases immunity and prevents
immunity of genital organs.
It takes care of mood swings, cures tiredness and morning sickness.
1.3) Merit of UT-Tonic
Herbal product with no side effects,
Can be continued with allopathic or other treatments.
It gives permanent solution to the patients.
Along with uterine treatment it takes care of overall wellbeing of women.
1.4) Demerit of UT-Tone
Though it cures problem from the root but it is comparatively long duration treatment.
Awareness of such ayurveda products is less.
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 13
1.5) Suggested names for Re-launch of UT-tone
Sure Cure - Surety of purity
She Tone – For she it is pure
Pube Tone - Female’s Wellbeing
P2P – Puberty 2 Post menopause
Pregnasure – Surety of Fertility
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 14
2) Current Marketing Situation
Indian pharmaceutical market in 2010
o Rs 41,700.7 Cr
Lincoln Pharmaceutical Ltd Market in 2010
o Rs 126.3 Cr (Export is around Rs 100 Cr and Indian Market is around Rs 26.3 Cr)
2.1) Growth of Indian Pharmaceutical Market and Lincoln Pharmaceutical
market
Year Growth in %
For IPM For Lincoln pharmaceutical Ltd
2007
2008 14.98 25
2009 10.23 -25
2010 17.68 0.38
Here reason for negative growth for Lincoln Pharmaceutical is that after 2008, Lincoln
pharmaceutical has concentrated more on export rather than Indian pharmaceutical market
2.2) Introduction to Gynaec Market
Pharmaceutical is growing rapidly so as we are concern about Gynaec division how it is actually
segmented in main two parts is shown in this figure. So mainly total market is divided in four major
segments.
o Hormones
o VMS (Vitamins, Minerals, Supplements)
o Anti-infective
o Others
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 15
So basically two main questions arise
o What is estimated market for gynecological products?
o What is the growth rate of that market?
So answer for these two important questions are given in below figure.
2.3) Top Ten Pharma Market
Market Value (Rs.Cr) CAGR % (2006 – 09)
Anti-infectives 6287 13
Cardiac 3947 16
Gastro Intestinal 3832 12
Respiratory 3107 11
Pain/ Analgesic 3082 13
Gynaec 2766 14
VMS 1933 08
Derma 1927 13
Neuro / CNS 1862 13
Anti Diabetic 796 20
Gynaec Market
Regular Gynaec Market
HormonesVMS (Vitamins,
minerals, supplements)
Anti-infectives Other
Infertility Treatment
Hormones
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 16
It shows that Gynaec market is 6th largest in pharmaceutical market and its value is around 2800
Cr approximately.
2.4) Gynaec Market Sales in Rs. Cr
Most importantly this market is grown at 14% CAGR (Compound annual growth rate) and form
above graph we can say that it should be 5326 Cr in 2014 approximately.
2.5) Sales by sub-segments (Rs Cr)
Market CAGR % (2006 – 09)
Others 15
Anti-infective 08
Hormones 18
VMS 12
0
1000
2000
3000
4000
5000
6000
2006 2007 2008 2009 2014
18452096
24752766
5326
Gynaec Market sales in Rs. Cr
14%
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 17
Hormones
Emerged as attractive segments, driven by growing market for contraceptives, medical abortion,
and infertility treatment.
Hormones is the fastest growing segment in the Gynaec market and second largest in terms of
sales:
o Recorded a CAGR (2006 -09) of 18% as opposed to 14% for Total Gynaec market
o With sales of Rs 862 Cr, hormones make up 31% of the total market
Progestogen is the largest category with sales of Rs 279 Cr, however has grown at less than
market growth at a CAGR (2006 -09) of 10%
o Highly competitive market with 76 players and 132 brands
Growth has been driven by Anti-Progestogen, 49% CAGR (2006-09) and oral contraceptives, 18%
CAGR (2006-09)
o Anti-Progestogen: Growth has been driven by the increase in medical abortion
o Contraceptives: Increasing awareness, lifestyle changes, increasing number of working
women, etc have all led to the growth of oral contraceptives – CAGR (2006 – 09) 18%
0
500
1000
1500
2000
2500
3000
2006 2007 2008 2009
917 1015 1159 1300
523615
765862
5963
71
75
345
402
480
528
Sales by sub-segments in Rs Cr
VMS Hormones Anti-infectives Others
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 18
o New generation oral contraceptives: Drospirenone and norgestrel combinations (with
ethinylestradiol) driving growth
o Emergency contraceptives: Driven by media promotions (I Pill and Unwanted 72), this
segment has grown exponentially from Rs 1 Cr in 2006 to Rs 31 Cr in 2009
VMS (Vitamin, minerals and Supplements)
Although the largest segment by sales, it is of limited attractiveness due to intense competition.
At Rs 1300 Cr, VMS market is the largest market interms of sales, and has grown at a 12% CAGR
(2006-09), lower than total Gynaec CAGR
o 40% VMS Rx come from gynecologists – making the market of Rs 520 Cr
o VMS market is dominated by older players resulting in sluggish growth
Haemetinics and Calcium supplements together account for 80% of the market.
Haemetinics contributes to 60% of the VMS market, with sales of Rs 786 Cr (Gynecologists specific –
Rs 314 Cr) and has grown at 14% CAGR (2006-09)
Calcium market has grown at a CAGR (2006-09) of 11% and has sales of Rs 262 Cr (Gynecologists
specific – Rs 105 cr)
o Calcium market has 300 brands, and is also very competitive.
Anti-infectives
Small and low growth market with limited NI activity
Anti-infectives accounts for only 3% of the total Gynaec market
o 2009 sales of anti-infectives – Rs 75 Cr, Growing at a 8% CAGR (2006-09)
Clotrimazole plain & combination has been the traditionally used anti-infective and is the largest sub
segment.
o Accounted for 47% of anti-infective market, with 2009 sales of Rs 35Cr and a 13% CAGR
(2006-09)
o However, given the existing competition in the market, more than 70 brands, Nis have been
able to achieve little success, Avg. value of Nis Rs 0.5Cr
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 19
Relatively newer segment of urinary antiseptics segment has grown at a CAGR of 32% and driven
growth
o Nitrofurantoin has been the growth driver for Ranbaxy and Walter Bushnell.
Other Sub segments
Key segment in this market are Antifibrinolytics, Urinary Alkalisers and Misoprostol.
Others account for 19% of the total Gynaec market. Antifibrinolytics, Urinary alkaalisers and
Misoprostol are the key segments In this group.
Tranexamic plain and comb is the biggest market (Rs 71 Cr), CAGR (2006-09) of 18%.
o Most companies offer Drs both plain and compbination options. However this is a highly
dominated market since top 5 brands account for less than 65% of the market.
Urinary Alkalisers is a Rs 53 Cr market, CAGR (2006-09) of 14%
o Magnesium citrate comb has been well in this market (12 launches since 2006, Avg value Rs
0.7 Cr). Misoprostol (Cytostatics) – used in medical abortion is the next big market (Rs 49
Cr), CAGR of 25%.
2.6) UT-Tone Market Situation
Year Uterine Tonic Market
in Rs Cr
UT-Tone Market in Rs
Lakh
Markets share of UT-
Tone in Uterine Tonic
Market
2007 71.2 3.65 0.051
2008 71.4 5.87 0.082
2009 85.3 6.017 0.070
2010 96.4 9.06 0.160
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 20
2.7) Sales of UT-Tone in Rs in Lakh
From the above graph, we can say that the sales of UT-Tone is increased every year and at the end
of year 2010 the total sale of UT-Tone is around Rs 9,06,114
2.8) Competitive Analysis
0
1
2
3
4
5
6
7
8
9
10
MAT MAR'07
MAT MAR'08
MAT MAR'09
MAT MAR'10
3.67521
5.87872 6.01717
9.06114
Sales of UT-Tone in Rs in Lakh
0.0906114
11.4954817
7.0184283
31.6718917
1.83719885.4546779
3.0794144
0
5
10
15
20
25
30
35
Sum of MAT MAR'10 in Rs in Cr
Sum of MAT MAR'10 in Rs in Cr
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 21
From the graph, we can say that the market leader for uterine tonic is M2-tone with market of Rs 31.67
Cr. While the Evecare, Cycloset and Ashokarisht have market of Rs 11.49Cr, Rs 7.018Cr and Rs 5,45 Cr
respectively.
2.9) Price Comparison
Pricing of Product
Competitive Brands Packing Size MRP Price to
Retailer in Rs
Price to Stockiest in
Rs
Cycloset (Alembic) 300 ml Rs 162.75 Rs 135.56 Rs 123.19
Evecare (Himalaya) 200ml Rs 75 Rs 62.47 Rs 56.77
M2- Tone (Charak Pharma) 200ml Rs 72 Rs 59.98 Rs 54.50
Amycordial (Aimil Pharma) 200ml Rs 70 Rs 58.32 Rs 52.99
Gynedol (DWD Pharma) 200 ml Rs 67.75 Rs 56.45 Rs 51.30
Ashokarisht 300ml Rs 75 Rs 62.50 Rs 56.80
UT-Tone 200 ml Rs 65.90 Rs 54.92 Rs 49.92
3) Threat & Opportunities
Threats
o Development in allopathic medicine
Opportunities
o Increase in Feminine problems
o Increase in population
o Increase in the knowledge of Ayurvedic products in the Doctors
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 22
4) Market Survey Detail
4.1) Title
Proposal for formulating marketing Plan for UT-Tone.
4.2) Objectives
1. Current marketing situation:
1.1. To prepare market description that defines the market and major segments, reviews customer
needs and factors in the marketing environment that may affect customer purchase.
1.2. To find out sales, price and gross margin of the UT-Tone.
1.3. To find out strategies for product quality, pricing, distribution and promotion for competitors
product for uterine tonic.
1.4. To evaluate the recent sales trends for uterine tonic by review of distribution.
2. Threats and opportunities analysis:
2.1. To find out threats and opportunities that UT-tone might face.
3. Objectives and issues:
3.1. To find out the main herbal ingredients present in the competitor’s brands and compare it with
UT Tone.
3.2. To compare each of the ingredients with other competitors brands with UT-Tone and make a
special note on that.
3.3. To prepare a literature stating the advantages of UT tone in compared with other brands
available in the market.
3.4. To find out the major indications in which these brands are prescribed major.
3.5. To find out the total duration for which it is prescribed according to the indication.
3.6. To find out the major herbals, doctors consider as the most effective curing uterine problems or
infertility.
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 23
3.7. To find out the major brands available in the market for uterine tonic.
4. Marketing strategy
4.1. To make marketing strategy for UT-Tone by which Lincoln Pharmaceutical Ltd. hopes to achieve
its marketing objectives and the specifics of target markets, positioning and marketing
expenditure levels.
5. Action programs
5.1. To prepare action programs which make program for what will be done and by whom at which
time and how much will it cost.
6. Budget
6.1. To prepare supporting marketing budget that is essentially a projected profit and loss
statement which shows expected revenues and expected costs.
7. Control
7.1. To outlines the control that will be used to monitor progress by measuring return on marketing
investment.
4.3) Research Method
Data required Data Source Data collection tool
To find out the main herbal ingredients present in
the competitor’s brands and compare it with UT
Tone.
To compare each of the ingredients with other
competitors brands with UT Tone and make a
special note on that.
To prepare a literature stating the advantages of
UT tone in compared with other brands available in
the market.
To find out sales, price and gross margin of the UT-
Tone.
To prepare market description that defines the
market and major segments, reviews customer
needs and factors in the marketing environment
that may affect customer purchase.
Internet,
MIMS,ORG,
Drug Today,
etc
Literature Survey
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 24
To find out threats and opportunities that UT-tone
might face.
To find out strategies for product quality, pricing
and distribution for competitors product for
uterine tonic.
To find out the major indications in which these
brands are prescribed major.
To find out the total duration for which it is
prescribed according to the indication.
To find out the major herbals, doctors consider as
the most effective curing uterine problems or
infertility.
Doctors of
Ahmadabad Questionnaire
To find out the major brands available in the market for
uterine tonic.
To find out sales of uterine tonic products in
Ahmadabad Medicine market as per chemist survey.
To find out pricing of available brands of uterine tonic.
To find out promotional schemes given to chemists for
uterine tonic products.
Chemists of
Ahmadabad Questionnaire
4.4) Sampling Design
Target population : Chemists, doctors
Sampling techniques : Convenience Sampling
Total sample size : 60
Chemist : 20
Doctors : 40
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 25
4.5) Data Analysis
4.5.1) Uterine tonic preferred by doctors most for routine feminine problems
Interpretation
Market Leader for Uterine tonic Product is Evecare which is brand of Himalaya. Other uterine product
like M2-Tone from Charak Pharma, Cycloset from Alembic and Gynedol from DWD Pharma Ltd has
market share of around 60%, 44% and 35% respectively.
42.5
70
60
15
35
17.5
7.5
0
10
20
30
40
50
60
70
80
% R
esp
on
se
Uterine Tonic Products
Uterine Tonic Prefered By Doctors
Cycloset(Alembic)
Evecare (Himalaya)
M2-Tone (Charak Pharma)
Amycordial (Aimil Pharmaceutical)
Gynedol (DWD Pharma Ltd)
UT-Tone (Lincoln Pharma)
Ashokarisht
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 26
4.5.2) The major indications in which uterine tonic prescribed
Interpretation:
From the Graph it can be interpreted that the major indication for prescription of uterine tonic products
are Menstrual Disorders, Excessive Bleeding, Leucorrhea, Menopausal Syndrome and Amenorrhea. The
duration for the Uterine products in these indications are majorly for 3 months with 2 times in a day
dosage.
47.5
80
32.5
65
35
12.5
37.5
15
5
10
0 10 20 30 40 50 60 70 80 90
Leucorrhea
Menstrual Disorders
Dysmenorrheal
Exessive Bleeding
Amenorrhea
Vaginal pains and infections
Menopausal syndrome
Infertility
Urinary Infection
Premature ejaculation
Indication in which Uterine Tonic Precscibed
Total Frequency in %
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 27
4.5.3) The major herbals, considered as the most effective curing uterine
problems or infertility
5
0
15
7.5
7.5
7.5
92.5
72.5
7.5
35
0
90
32.5
10
2.5
2.5
52.5
7.5
2.5
2.5
0 50 100
Major Herbals considered as most effective curing uterine
problems or infertitlity
Amla
Guduchi
Shilajeet
Loh bhasma
Chitrak
Chavak
Jaiphal
Ghritkumari
Shatavari
Daruharidra
Musta
Shivalingi
Lodhra
Ashoka
Mandur bhasma
Vanghbhasma
Garika
Jatamansi
Kankola
Kamal
Interpretation:
From the graph, it can be
interpreted that the major
herbals which are considered as
most effective curing uterine
problems or infertility are
Ashoka, Satavari, Lodhra, Loh
Bhasma, Ghritkumari and Musta.
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 28
4.5.4) The patient benefits that considered the most especially in uterine tonic
or feminine tonic
45
47.5
45
42.5
12.5
12.5
17.5
10
37.5
20
17.5
17.5
17.5
17.5
0 20 40 60
Frequency in %
Pat
ien
ts B
enef
its
Benefits to Patients
Good for Hair
Good for skin
improve health of colon
Improve metabolism
Blood Purifier
Improve liver Health
Promote Ovulation
Increase Lacatation During Feeding
Improve Ovarian Hormon function
No Side Effects
Improve fertiliy
Improve Digesion System
Regulate Menstrual cycle
Mental Stability
Interpretation:
From the graph, we can
interpreted that the major
benefits to patients from
uterine tonic or feminine
products are regular menstrual
cycle, improve digestion
system, mental stability,
improve fertility and improve
health of liver.
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 29
4.5.5) Doctors expectations from companies who market uterine tonic
product
Interpretation:
From the graph, we can interpreted that the doctors expectations from companies who market uterine
tonic products are patient education on how Ayurvedic products help and what are the major criterions
for using these products and second one is improve patients knowledge about Ayurvedic products.
42.5
35
62.5
5
25
5
0
10
20
30
40
50
60
70
Total Frequency in %
Doctors Expectations from Companies who Market Uterine Tonic Products
Imcrease patient knowledge about ayurvedic products
Regular campaign of ayurvedic products for soctors
Patient education on how ayurvedic products help and what are the major criterions for using those products
Audio - Visual promotion to doctors
Free Sample
Sufficient free sample for complete treatment of patient
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 30
4.5.6) Source from where Doctors come to know about Uterine Tonic Product
Interpretation:
From the graph, we can interpret that the major source from where doctors come to know about
uterine tonic product is the company executive regular visit to doctors.
100
15
32.5
0
20
40
60
80
100
120
Total Frequency in %
Source from where Doctors come to know about Uterine
Tonic Product
company Executives Internet Health Magazines
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 31
4.5.7) The promotional activities used for uterine tonic products
Interpretation:
From the graph, we can interpreted that the major promotion tool used by company for uterine tonic
product are free samples, regular visit b company executives and literature. During survey we are able
to find out the other new kind of promotion tools which are used by companies are sponsorships of
events of doctors as well as medical students association, big hoarding or organ chart with company
name at clinic.
57.5
32.5
75
2.5
20
12.5
15
7.5
2.5
2.5
0 20 40 60 80
Promotional Activities used for Uterine Tonic Products
Board of organ chart
Website to create talk with experts
Gifts
Big Hoardings at Hospital
Table tops
Sponcer Ship of events
Internet
Free Sample
Literatures
Company Executives
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 32
5) Marketing Strategy for UT-Tone
5.1) Objectives for Marketing Plan
Year Brand Value in Rs in
Lakh Growth in Brand
Value in % Market share in
Uterine Tonic Market
2010 9.06114 45.17 0.16
2011 16,02,006 75 0.28
2012 29,63,712 85 0.51
2013 59,27,423 100 1.036
5.2) Segment Profile
Geographic
o City : UP, Rajasthan, Gujarat, MP, North Belt, Orissa, Assam
Demographic
o Occupation : Professional
o Education : College Graduate (MBBS, MD - DGO, MD - GYNEC, Ayurvedic Doctors)
5.3) Positioning
It is prepared from 100% natural herbs and Ayurvedic medicinal plants.
UT Tone syrup provides support and functioning of uterus and also aids in enhancing the fertility of
the women. This Ayurvedic formulation is a solution to all uterine disorders thereby providing
strength, vigour and vitality to all females.
Regular intake of UT Tone keeps the female genital organs healthy, functional and increases
immunity against all types of genital infections.
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 33
5.4) Marketing Expenditure
Year % of Total Revenue
2011 21%
2012 15%
2013 15%
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 34
6) Action Programs
6.1) Target states for launch plan
UP UTRANCHAL
RSM LUCKNOW 1
ASM-I LUCKNOW 1
BE LUCKNOW 2
BE BAREILY 1
BE KANPUR 2
BE LAKHIMPUR 1
BE MORADABAD 1
RSM 1
BE JHANSI 1
ASM 3
8
BE 20
ASM-II VARANSI 1
TOTAL 24
BE VARANSI 1
BE AZAMGARH 1
BE GORAKHPUR 1
BE ALLAHBAD 1
BE FAIZABAD 1
5
ASM-III GHAZIABAD\MEERUT 1
BE GHAZIABAD 2
BE MEERUT 1
BE DEHRADUN 1
BE AGRA 1
BE ALIGARH 1
BE HALDWANI 1
7
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 35
RAJASTHAN
RSM JAIPUR 1
ASM-I JAIPUR 1
RSM 1
BE JAIPUR 3
ASM 3
BE BIKANER 2
BE 15
BE GANGANAGAR 1
BE BAHRATPUR 1
TOTAL 19
7
ASM-II JODHPUR\UDAIPUR 2
BE JODHPUR 3
BE UDAIPUR 2
BE AJMER 2
BE KOTA 1
8
GUJARAT
RSM AHMEDABAD 1
ASM-I AHMEDABAD 1
BE AHMEDABAD 4
BE MEHSANA 1
RSM 1
BE PALANPUR 1
ASM 3
6
MR 19
ASM-I RAJKOT 1
BE RAJKOT 2
Total 23
BE BHAVNAGAR+AMRELI 1
BE JUNAGARDH+UNA 1
BE JAMNAGAR 1
BE BHUJ+KUTCH 1
6
ASM-III SURAT 1
BE SURAT 2
BE BARODA 1
BE DAHOD+ANAND 1
BE GODHARA 1
BE BHARUCH+ANKLESHWER 1
BE VAPI+VALSAD 1
7
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 36
MP
RSM BHOPAL 1
ASM-I BHOPAL 1
BE BHOPAL 2
RSM 1
BE GWALIOR 1
ASM 3
BE GUNA 1
BE 16
SAGAR 1
5
TOTAL 20
ASM-II JABALPUR 1
BE JABALPUR 2
BE RAIPUR 1
BE BILASPUR 1
BE SATNA 1
BE REWA 1
6
ASM III INDORE 1
BE INDORE 2
BE UJJIAN 1
BE RATLAM 1
BE KHANDAW 1
5
NORTH BELT
(PUNJAB,CHANDIGARH,DELHI)
RSM DELHI 1
ASM-I, II DELHI 3
BE DELHI 10
10
RSM 1
ASM III ROHTAK 1
ASM 4
BE ROHTAK 2
BE 18
SIRSA / HISSAR 1
GURAGAON / REWARI 1
TOTAL 23
FARIDABAD 3
PANIPAT / SONIPAT / KARNAL 1
8
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 37
ORISSA
RSM CUTTACK 1
ASM-I CUTTACK 1
BE CUTTACK 3
BE ANGUL 1
BE DHENKANAL 1
RSM 1
BE BERHAMPUR 2
ASM 4
7
BE 26
ASM-II BHUBNESHWAR 1
BE PURI 1
TOTAL 31
BE KEONJHAR 1
BE JAGATSINGHPUR 1
BE KENDRAPADA 1
4
ASM-III BHADRAK 1
BE BARIPODA 1
BE BALASORE 1
BE BHADRAK 1
BE JAJPUR 1
4
ASM-III SAMBALPURE 1
BE SAMBALPURE 2
BE SUNDERGARH 1
BE JARSUGADA 1
BE ROULKELA 1
BE BARGAH 1
6
ASM-IV BOLANGIR 1
BE BOLANGIR 1
BE BHAWANIPATANA 1
BE SONEPUR 1
BE JEYPORE 1
BE KHURDA 1
5
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 38
ASSAM
RSM IMPHAL 1
ASM-II IMPHAL 1
RSM 1
BE IMPHAL 1
ASM 3
BE AIZWAL 1
MR 14
BE KARIMGANJ+SILCHAR 1
BE AGARTALA 1
TOTAL 18
BE SHILONG 1
5
ASM-I JYOTI GAUWAHATI 1
BE GAUWAHATI 1
BE BARIPETA 1
BE N.LAKHIMPUR 1
BE DHUBRI 1
BE KOKRAJHAR 1
5
ASM-II SABBIR 1
BE JORHAT 1
BE DIBRUGARH 1
BE DIMAPUR 1
BE TINSUKIA 1
4
Target States for Launch Plan
Name of States Number of Business
Executives per State
Total Business Executive
in Target States
UP 20 128
RAJASTHAN 15
GUJARAT 19
MP 16 Total Target States
NORTH BELT 18 7
ORISSA 26
ASSAM 14
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 39
6.2) Segment Size
Segment Size
State Number of Doctors
per Business Executive
Number of Business Executive
per state
Total Number of Doctors per State
Total Sample Size
Gujarat 100 19 1900
12800
M.P 100 16 1600
U.P 100 20 2000
Delhi 100 18 1800
Asham 100 14 1400
Orissa 100 26 2600
Rajasthan 100 15 1500
Category of Doctors on the Basis of Prescription generation scale
% of Doctors in category
A category doctors 30%
B+ Category doctors 50%
B Category Doctors 20%
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 40
6.3) Sales forecasting
No. of
Unit per
B.E
Total
Number
of Unit
per State
No. of
Unit per
B.E
Total
Number
of Unit
per State
No. of
Unit per
B.E
Total Number of
Unit per State
No. of
Unit per
B.E
Total
Number of
Unit per
State
No. of
Unit per
B.E
Total
Number
of Unit
per State
No. of
Unit per
B.E
Total
Number
of Unit
per State
No. of
Unit per
B.E
Total
Number
of Unit
per State
No. of
Unit per
B.E
Total
Number
of Unit
per State
No. of
Unit per
B.E
Total
Number
of Unit
per State
No. of
Unit per
B.E
Total
Number
of Unit
per State
No. of
Unit per
B.E
Total
Number
of Unit
per State
No. of
Unit per
B.E
Total
Number
of Unit
per State
Gujarat 19 15 285 15 285 18 342 20 380 20 380 22 418 22 418 24 456 24 456 25 475 25 475 25 475
M.P 16 15 240 15 240 18 288 20 320 20 320 22 352 22 352 24 384 24 384 25 400 25 400 25 400
U.P 20 15 300 15 300 18 360 20 400 20 400 22 440 22 440 24 480 24 480 25 500 25 500 25 500
Delhi 18 15 270 15 270 18 324 20 360 20 360 22 396 22 396 24 432 24 432 25 450 25 450 25 450
Asham 14 15 210 15 210 18 252 20 280 20 280 22 308 22 308 24 336 24 336 25 350 25 350 25 350
Orissa 26 15 390 15 390 18 468 20 520 20 520 22 572 22 572 24 624 24 624 25 650 25 650 25 650
Rajasthan 15 15 225 15 225 18 270 20 300 20 300 22 330 22 330 24 360 24 360 25 375 25 375 25 375
6144
Total unit sales in month
Total unit sales in Quarter
Total unit sales in 2011
Name of State
Number
of B.E.
per State
Quarter 1
January February March
1920 1920 2304 3072 3072
8960
Quarter 2
April May June
2560 2560 2816
9600
32640
Expected Sales from Product in 2011
Quarter 4
October November December
3200 3200 3200
7936
Quarter 3
July August September
2816
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 41
No. of
Unit per
B.E
Total
Number
of Unit
per State
No. of
Unit per
B.E
Total
Number
of Unit
per State
No. of
Unit per
B.E
Total
Number
of Unit
per State
No. of
Unit per
B.E
Total
Number
of Unit
per State
No. of
Unit per
B.E
Total Number of
Unit per State
No. of
Unit per
B.E
Total
Number
of Unit
per State
No. of
Unit per
B.E
Total
Number
of Unit
per State
No. of
Unit per
B.E
Total
Number
of Unit
per State
No. of
Unit per
B.E
Total
Number
of Unit
per State
No. of
Unit per
B.E
Total
Number
of Unit
per State
No. of
Unit per
B.E
Total
Number
of Unit
per State
No. of
Unit per
B.E
Total
Number
of Unit
per State
Gujarat 19 28 532 32 608 35 665 35 665 38 722 38 722 40 760 40 760 42 798 45 855 48 912 50 950
M.P 16 28 448 32 512 35 560 35 560 38 608 38 608 40 640 40 640 42 672 45 720 48 768 50 800
U.P 20 28 560 32 640 35 700 35 700 38 760 38 760 40 800 40 800 42 840 45 900 48 960 50 1000
Delhi 18 28 504 32 576 35 630 35 630 38 684 38 684 40 720 40 720 42 756 45 810 48 864 50 900
Asham 14 28 392 32 448 35 490 35 490 38 532 38 532 40 560 40 560 42 588 45 630 48 672 50 700
Orissa 26 28 728 32 832 35 910 35 910 38 988 38 988 40 1040 40 1040 42 1092 45 1170 48 1248 50 1300
Rajasthan 15 28 420 32 480 35 525 35 525 38 570 38 570 40 600 40 600 42 630 45 675 48 720 50 750
Expected Sales from Product in 2012
Name of State
Number
of B.E.
per State
Quarter 1 Quarter 2 Quarter 3 Quarter 4
January February March October November DecemberJuly August SeptemberApril May June
Total unit sales in month 3584 4096 4480 4480
Total unit sales in 2012 60288
5120 5120 5376 5760 6144 6400
Total unit sales in Quarter 12160 14208 15616 18304
4864 4864
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 42
No. of
Unit per
B.E
Total
Number
of Unit
per State
No. of
Unit per
B.E
Total
Number
of Unit
per State
No. of
Unit per
B.E
Total
Number
of Unit
per State
No. of
Unit per
B.E
Total
Number
of Unit
per State
No. of
Unit per
B.E
Total Number of
Unit per State
No. of
Unit per
B.E
Total
Number
of Unit
per State
No. of
Unit per
B.E
Total
Number
of Unit
per State
No. of
Unit per
B.E
Total
Number
of Unit
per State
No. of
Unit per
B.E
Total
Number
of Unit
per State
No. of
Unit per
B.E
Total
Number
of Unit
per State
No. of
Unit per
B.E
Total
Number
of Unit
per State
No. of
Unit per
B.E
Total
Number
of Unit
per State
Gujarat 19 55 1045 58 1102 60 1140 65 1235 70 1330 75 1425 80 1520 85 1615 90 1710 95 1805 100 1900 110 2090
M.P 16 55 880 58 928 60 960 65 1040 70 1120 75 1200 80 1280 85 1360 90 1440 95 1520 100 1600 110 1760
U.P 20 55 1100 58 1160 60 1200 65 1300 70 1400 75 1500 80 1600 85 1700 90 1800 95 1900 100 2000 110 2200
Delhi 18 55 990 58 1044 60 1080 65 1170 70 1260 75 1350 80 1440 85 1530 90 1620 95 1710 100 1800 110 1980
Asham 14 55 770 58 812 60 840 65 910 70 980 75 1050 80 1120 85 1190 90 1260 95 1330 100 1400 110 1540
Orissa 26 55 1430 58 1508 60 1560 65 1690 70 1820 75 1950 80 2080 85 2210 90 2340 95 2470 100 2600 110 2860
Rajasthan 15 55 825 58 870 60 900 65 975 70 1050 75 1125 80 1200 85 1275 90 1350 95 1425 100 1500 110 1650
Expected Sales from Product in 2013
Name of State
Number
of B.E.
per State
Quarter 1 Quarter 2 Quarter 3 Quarter 4
January February March October November DecemberJuly August SeptemberApril May June
Total unit sales in month 7040 7424 7680 8320
Total unit sales in 2011 120704
10240 10880 11520 12160 12800 14080
Total unit sales in Quarter 22144 26880 32640 39040
8960 9600
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 43
Expected Sales in units for Product
Year Quarter Expected Sales in Unit
Per Quarter
Per Year
During 3 Years
2011
Q1 6144
32640
213632
Q2 7936
Q3 8960
Q4 9600
2012
Q1 12160
60288 Q2 14208
Q3 15616
Q4 18304
2013
Q1 22144
120704 Q2 26880
Q3 32640
Q4 39040
Sales forecasting in Rupees
Year Quarter
Expected sales in Rupees
Per Quarter
Per Year During 3 Years
2011
Q1 302530.6
1607193.6
10519240
Q2 390768.6
Q3 441190.4
Q4 472704
2012
Q1 598758.4
2968581.1 Q2 699601.9
Q3 768931.8
Q4 901289
2013
Q1 1090371
5943465 Q2 1323571
Q3 1607194
Q4 1922330
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 44
6.4) Promotional Plan To Doctors
Promotional Tool Promotional Month Unit required per year
Visual Aid Every month 128
Calendar of Product January 2560
A3 size posters for patient education
February 1280
Prescription Pad March 1280
Sponsorship of Doctors Association function
once in a year 1
Book Mark May 1280
Sponsorship of Medical colleges degree allocation function
June 1
Model or Chart of Female Reproductive system
July 640
Book of Gynecology Practices August 70
Wall Clock September 1280
Packet of Celebration Chocolate October 12800
Promotional Tool Unit required per year
One Page Product card to Doctors 3840
Special Visiting Cards 399360
Thanking Card to Doctors 15360
Free Samples to Doctors 15360
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 45
6.5) Promotional Plan To Business Executive
Promotional
Tool
Sample
Unit Gift
Promotional
Month
Total
Number
of B.E per
State
Total
State
Total
Unit
Required
in year
Incentive
Planning for
Business
Executives
Gifts to Top
3 Business
Executive in
each State
Diamond
B.E
Watch of
Rs 2000 June 1 7 7
Platinum
B.E
Watch of
Rs 1500 June 1 7 7
Gold B.E Watch of
Rs 1000 June 1 7 7
Gifts to Top
3 Business
Executive in
each State
Diamond
B.E
3 Days
and 4
Nights at
5star
Hotel
December 1 7 7
Platinum
B.E
2 Days
and 3
Nights at
5star
Hotel
December 1 7 7
Gold B.E
1 Day and
2 night at
5star
Hotel
December 1 7 7
2% Incentive on achievement of Target every month
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 46
6.6) Call plan for Business Executive per month
Call Plan for One Business Executive per month
Sample Unit No. of Doctors to visit per
month Call per Month
Total call per
Month
A category doctors 30 4 120
B+ Category doctors 50 2 100
B Category Doctors 20 2 40
Total Call per month per B.E 260
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 47
7) Budget for 2011
Promotional ToolsUnit Required per
Year
Cost of
Promotional tool
per unit in Rs
Total Promotional
Cost in Rs
Total
Administration
Cost
Total General
Cost
Total Corporate
Branding Cost
One Page Product card to
Doctors3840 2 7680
Special Visiting Cards 399360 0.2 79872
Thanking Card to Doctors 15360 0.2 3072
Free Samples to Doctors 15360 12.31 189081.6
Visual Aid 128 300 38400
Calender of Product 2560 120 307200
A3 size postors for patient
education1280 10 12800
Prescription Pad 1280 10 12800
Sponcership of Doctors
Association function1 25000 25000
Book Mark 1280 1 1280
Sponcership of Medical
colleges degree allocation
function
1 20000 20000
Model or Chart of Female
Reproductive system640 100 64000
Book of Gynecology Practises 7 1500 10500
Wall Clock 1280 30 38400
Packet of Celebration
Chochlate12800 50 640000
Watch of Rs 2000 to B.E 7 2000 14000
Watch of Rs 1500 to B.E 7 1500 10500
Watch of Rs 1000 to B.E 7 1000 7000
3 Days and 4 Nights at 5star
Hotel for B.E7 4000 28000
2 Days and 3 Nights at 5star
Hotal for B.E7 3000 21000
1 Day and 2 night at 5star
Hotel for B.E7 2500 17500
25600
339613.6 118272 123600 992200
2% Incentive on achievement of Target every month
Total Cost in Rs 2011
Cost Plan for 2011
Cost for 2011 in Rs
1573685.6
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 48
8) Control during Application of marketing plan
8.1) Check point for controlling
Match actual sales figure
o Every month
o Every quarter
o Every year
Match the unit sales per state per month
o Every month
o Every quarter
o Every year
Business Executive target
Promotional activities at every month, quarter and yearly
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009-2011 Page 49
8.2) Example of Control sheet for Sales per Quarter
Expected
Total
Number of
Unit per
State
Actual
sales of
unit per
state
Expected
Total
Number
of Unit
per State
Actual
sales of
unit per
state
Expected
Total
Number
of Unit
per State
Actual
sales of
unit per
state
Expected
Total
Number
of Unit
per State
Actual sales
of unit per
state
Expected
Total
Number
of Unit
per State
Actual
sales of
unit per
state
Expected
Total
Number
of Unit
per State
Actual
sales of
unit per
state
Expected
Total
Number
of Unit
per State
Actual
sales of
unit per
state
Expected
Total
Number
of Unit
per State
Actual
sales of
unit per
state
Expected
Total
Number
of Unit
per State
Actual
sales of
unit per
state
Expected
Total
Number
of Unit
per State
Actual
sales of
unit per
state
Expected
Total
Number
of Unit
per State
Actual
sales of
unit per
state
Expected
Total
Number
of Unit
per State
Actual
sales of
unit per
state
Gujarat 19 285 285 342 380 380 418 418 456 456 475 475 475
M.P 16 240 240 288 320 320 352 352 384 384 400 400 400
U.P 20 300 300 360 400 400 440 440 480 480 500 500 500
Delhi 18 270 270 324 360 360 396 396 432 432 450 450 450
Asham 14 210 210 252 280 280 308 308 336 336 350 350 350
Orissa 26 390 390 468 520 520 572 572 624 624 650 650 650
Rajasthan 15 225 225 270 300 300 330 330 360 360 375 375 375
1920 1920 2304 2560 2560 2816 2816 3072 3072 3200 3200 3200
9600
32640
Total unit sales in month
Total unit sales in Quarter
Total unit sales in 2011
Name of State
Number
of B.E.
per State
Quarter 1
January February March
6144
Quarter 2
April May June
7936 8960
Control sheet for sales during 2011
Quarter 4
October November December
Quarter 3
July August September
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 50
9) Bibliography
Research Methods for Business Students (3rd Edition) by Mark Saunders, Philip Lewis
and Adrian Thornhill (2007), Dorling Kindersley (India) Pvt Ltd, New Delhi
Marketing: An Introduction (7th Edition) by Armstrong and Philip Kotler (2005), Dorling
Kindersley (India) Pvt Ltd, New Delhi.
http://www.alibaba.com/product-
tp/109909725/Women_health_tonic_Femohills_kit.html
http://www.alibaba.com/countrysearch/IN/uterine-tonic.html
http://www.ambikamedico.com/ayurveda_categories/menstrual_condition_3.htm
http://vaniindia.org.whbus12.onlyfordemo.com/herbal/plantdir.asp
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 51
10.1) Annexure 1
Proposal for Marketing Plan of UT-
Tone
As Partial Fulfillment of PGP – Pharma Program at Stevens Business School
For
Lincoln Pharmaceutical Ltd
Prepared By
Dipa Shah Mitesh Shah
Under guidance of
Mr. C T Kapadia (Marketing Manager, Lincoln Pharmaceutical Ltd)
Dr. Raashid Saiyed (Director, Stevens Business School)
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 52
Title
Proposal for formulating marketing Plan for UT-Tone.
Objectives
1. Current marketing situation:
a. To prepare market description that defines the market and major segments, reviews
customer needs and factors in the marketing environment that may affect customer
purchase.
b. To find out sales, price and gross margin of the UT-Tone.
c. To find out strategies for product quality, pricing, distribution and promotion for
competitors product for uterine tonic.
d. To evaluate the recent sales trends for uterine tonic by review of distribution.
2. Threats and opportunities analysis:
a. To find out threats and opportunities that UT-tone might face.
3. Objectives and issues:
a. To find out the main herbal ingredients present in the competitor’s brands and compare
it with UT Tone.
b. To compare each of the ingredients with other competitors brands with UT-Tone and
make a special note on that.
c. To prepare a literature stating the advantages of UT tone in compared with other
brands available in the market.
d. To find out the major indications in which these brands are prescribed major.
e. To find out the total duration for which it is prescribed according to the indication.
f. To find out the major herbals, doctors consider as the most effective curing uterine
problems or infertility.
g. To find out the major brands available in the market for uterine tonic.
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 53
4. Marketing strategy
a. To make marketing strategy for UT-Tone by which Lincoln Pharmaceutical Ltd. hopes to
achieve its marketing objectives and the specifics of target markets, positioning and
marketing expenditure levels.
5. Action programs
a. To prepare action programs which make program for what will be done and by whom at
which time and how much will it cost.
6. Budget
a. To prepare supporting marketing budget that is essentially a projected profit and loss
statement which shows expected revenues and expected costs.
7. Control
a. To outlines the control that will be used to monitor progress by measuring return on
marketing investment.
Research Method
Data required Data Source Data collection tool
To find out the main herbal ingredients present in
the competitor’s brands and compare it with UT
Tone.
To compare each of the ingredients with other
competitors brands with UT Tone and make a
special note on that.
To prepare a literature stating the advantages of
UT tone in compared with other brands available in
the market.
To find out sales, price and gross margin of the UT-
Tone.
To prepare market description that defines the
market and major segments, reviews customer
needs and factors in the marketing environment
that may affect customer purchase.
To find out threats and opportunities that UT-tone
Internet,
MIMS,ORG,
Drug Today,
etc
Literature Survey
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 54
might face.
To find out strategies for product quality, pricing
and distribution for competitors product for
uterine tonic.
To find out the major indications in which these
brands are prescribed major.
To find out the total duration for which it is
prescribed according to the indication.
To find out the major herbals, doctors consider as
the most effective curing uterine problems or
infertility.
Doctors of
Ahmadabad Questionnaire
To find out the major brands available in the market for
uterine tonic.
To find out sales of uterine tonic products in
Ahmadabad Medicine market as per chemist survey.
To find out pricing of available brands of uterine tonic.
To find out promotional schemes given to chemists for
uterine tonic products.
Chemists of
Ahmadabad Questionnaire
Sampling Design
Target population : Chemists, doctors
Sampling techniques : Convenience Sampling
Total sample size : 60
Chemist : 20
Doctors : 40
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 55
Time scale
Sr. No. Function Days
1 Finalizing Project Proposal 25th October to 2nd
November 2010
2 Literature Survey 25th October to 3rd
November 2010
3 Develop questionnaire 2nd November 2010
4 Pilot test and revise questionnaire 3rd and 4th November 2010
5 Administer questionnaire 5th to 12th November 2010
6 Data Entry 13th November 2010
7 Analyze data 14th November 2010
8 Prepare marketing Plan for UT-Tone 15th November to 6th
December 2010
9 Submit Draft to guide and await for
feedback 7th and 8th December 2010
10 Revise draft and format for submission 9th December 2010
11 Print and bind 10th December 2010
12 Submission 14th December 2010
Resources
Transportation expenses for market survey for fill up of questionnaire.
Stationary expenses for printing of questionnaire and report and binding of report.
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 56
References
Research Methods for Business Students (3rd Edition) by Mark Saunders, Philip Lewis
and Adrian Thornhill (2007), Dorling Kindersley (India) Pvt Ltd, New Delhi
Marketing: An Introduction (7th Edition) by Armstrong and Philip Kotler (2005), Dorling
Kindersley (India) Pvt Ltd, New Delhi.
Proposal Approved By
Company Guide
Name : Mr. C T Kapadia
Signature : __________________________________________
Academic Guide
Name : Dr. Raashid Saiyad
Signature : __________________________________________
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 57
10.2) Annexure 2:
Questionnaire for Doctors
Question 1: Which uterine tonic you prefer most for routine feminine problems?
Answer 1:
1) Cycloset (Alembic )
2) Evecare (Himalaya)
3) M2-Tone (Charak Pharma)
4) Amycordial (Aimil Pharmaceuticals (I) Ltd)
5) Gynedol (DWD Pharma Ltd)
6) UT-Tone (Lincoln Pharmaceutical Ltd)
7) Other, please specify _____________________________________________________
Question 2: Which are the major indications in which uterine tonic prescribed and for how much
duration?
Answer 2:
1) Leucorrhea (Duration: _________________________________________)
2) Menstrual disorders (Duration: _________________________________________)
3) Dysmenorrheal (Duration: _________________________________________)
4) Excessive bleeding (Duration: _________________________________________)
5) Amenorrhea (Duration: _________________________________________)
6) Vaginal pains and infections (Duration: _________________________________________)
7) Menopausal syndrome (Duration: _________________________________________)
8) Other, please specify_____________________________________________________________
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 58
Question 3: Which are the major herbals, you consider as the most effective curing uterine problems
or infertility?
Answer 3:
1) Kamal (Nelumbium speciosum, Lotus),
2) Kankola (Piper cubeba),
3) Jatamansi (Nardostachys jatamansi),
4) Gairika (Hematite Calx),
5) Vang bhasma (Tin Calx),
6) Mandur bhasma (Ferric oxide calx),
7) Ashoka (Saraca indica),
8) Lodhra (Symplocos racemosa),
9) Shivalingi (Bryonia laciniosa),
10) Musta (Cyperus rotundus),
11) Daruharidra (Berberis aristata),
12) Shatavari (Aparagus racemosus),
13) Ghritkumari(Aloe Vera),
14) Jaiphal (Miristica Fragrans),
15) Chavak (Piper Officinarum),
16) Chitrak (Plumbago Zeylanica),
17) Loh bhasma (Iron Calx)
18) Other, please specify____________________________________________________
Question 4: which are the patient benefits that you consider the most especially in uterine tonic or
feminine tonic?
Answer 4:
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009-2011 Page 59
Question 5: What are your expectations from companies who market uterine tonic products?
Answer 5:
1) Increase Patient Knowledge about Ayurvedic products
2) Regular campaign of Ayurvedic products for doctors
3) Patient education on how Ayurvedic products help and what are the major criterions for using
those products.
4) Audio – visual promotion to doctors
5) Free sample
6) Other, Please specify ____________________________________________________________
Question 6: How you come to know about the uterine products which are in the market and what are
the promotional activities used by companies for uterine tonic products?
Answer 6:
1) Company executive
2) Internet
3) Health Magazines
4) Other, Please specify ____________________________________________________________
Promotional Activities used by companies:
1) ___________________________________________
2) ___________________________________________
3) ___________________________________________
4) ___________________________________________
5) ___________________________________________
Name of the Doctor:
Address:
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009-2011 Page 60
10.3) Questionnaire for Chemist
Sr No.
Brand of Uterine Tonic
Company Name
Brand available
with chemist Strength
Dosage foam
MRP in Rs
Margin / Schemes
Promotional schemes for that brand of uterine
tonic
Number of Units sale per month
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009-2011 Page 61
10.4) Annexure 4: List of Gynecologists
Respondent No. Gynecologists Name
1 Dr. Amita Patel
2 Dr. Falguni Patel
3 Dr. Chandramuliv shelat
4 Dr. Shashikala Shahi
5 Dr. Jignesh Shah
6 Dr. Snehal Kala
7 Dr. Bhargavi Patel
8 Dr. Diptiben K shah
9 Dr. Pinal J Patel
10 Dr. Anju B shah
11 Dr. Dipak Nair
12 Dr. Manshukh Patel
13 Dr. Vandana Amin
14 Dr. Manish P Patel
15 Dr. Vaibhavi Mali
16 Dr. Rajendra Patel
17 Dr Jayshri K Gandhi
18 Dr. Virbala Zaveri
19 Dr. Bhavit Shah
20 Dr. Mahesh C Patel
21 Dr. Kamlesh Patel
22 Dr. Alpaben J shah
23 Dr. Veena Gupta
24 Dr. Kainnari A Pandya
25 Dr. Bindu Shah
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009-2011 Page 62
26 Dr. Pradeep P Gohel
27 Dr. Manoj bharwada
28 Dr. Manisha H Doshi
29 Dr. Dharmishtha P Shah
30 Dr. Manisha A Soni
31 Dr. Varsha M Dave
32 Dr. C.K. Gadhavi
33 Dr. Meena Amin
34 Dr Vandhana K Rajpuriya
35 Dr. Purna Patel
36 Dr. Nachiket Bhatt
37 Dr. Pinky Nair
38 Dr. Kalpana Patel
39 Dr. Sima Patel
40 Dr. Bhuavdeep Ganatra
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009-2011 Page 63
10.5) Annexure 5: Visual Ad
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009-2011 Page 64
11) Reflective Note
Our entire work on project is comprised of several learning phases. In first and foremost learning phase
we learned systematic approach to work with company. Starting from making research proposal and
various stages need to follow in successful completion of project. During this phase we learned what the
theoretical framework for preparing research proposal is and how it is made.
In second phase we have gone through literature review for preparing questionnaire perception analysis
of gynecologist for UT Tone. After studying the details in this phase we prepared questionnaire that we
carry personally to the gynecologist receive feedback on that questionnaire. Here we have some sour
and sweet experience. During our survey I met MR. Mr. C T Kapadia and Ms. Alefiya Contractor and We
was glad to meet such an eminent and down to earth personality.
In third stage as we have collected information from gynecologist we have started it to digitalized and
run SPSS on it to bring out analysis. Simultaneously we are also working on the market analysis
regarding competitors’ of UT tone, their market share, Ingredients of other uterine tonic their processes.
In final stage we have worked upon preparing brand plan for UT Tone. We have come up with budget
sheet. We have also design promotional tools for as a part of launching plan.
While working on a live project at Lincoln Pharmaceutical we learn a lot and have hands on experience
of making brand plan. We have collected number of pebbles of experience in our carry bag. The first and
foremost learning we got is how one can utilizes his/her resources and try to rip maximum benefits.
In a nut shell we can say that there are sweet and sour experiences. With the kind of challenges and
situation we pass through we can say that it has made us industry ready. Here we also got the
opportunity to see various personalities and because of this live project we also get an opportunity to
get a new live project.
Last but not least we would like to mention few people who have contributed a lot and without them
this project can not be successfully completed. The entire gynecologist we met for our live project, their
administrative staff for their kind and generous support and behavior.