zs campus connect ppt, team bmw

7/24/2019 ZS Campus Connect PPT, Team BMW

1/18

LAUNCH STRATEGY FOR PHIKSITALLManish Kishor Waykole

Prasad Vilas BankarMahesh Yuvaraj Patil

BMWVNIT, Nagpur

For ZS Associates Cam!s

Em"race Pro#ram

$is%es%ara&a Natio'a( I'stit!te o)Tec*'o(o#&+ Na#!r


2/18

A', e',e, ! i' t*e s*oes o)

sa(es rerese'tati%e-

We starte, .it* a

c*a((e'#e-T*e re!te,

*armace!tica( coma'&

Trie/ *as"ee'

reari'# to(a!'c* a

ro,!ct i' USmar0et i',ia"etes

treatme't

T*e ,r!# *as

simi(ar si,ee1ects ro2(eas t*e mar0et

(ea,er3ermito( "!tmore e4cac&

Otimi5i'#t*e ca((s )orma/imi5i'#

ROI a(o'#.it*s!stai'i'# o)#ro.t* o%er

t*e i'itia((a!'c* erio,

o)aro/imate(& t.o &ears

E/a',i'#t*e cit&

"ase, mo,e(to 'atio'a(

(e%e(6I,e'ti)&i'#t*e )actors(a&i'# a'imorta'tro(e i' t*ise/a'sio'

a', roermeas!res


3/18

I need to know y shoe !etter

Nee,s

"u##ess$ul laun#ho$ any produ#t isne#essary!e#ause itde%nes the $uturegrowth o$ theprodu#t

The arket lostin the initialphases o$ laun#h#an never !ere#overed

Co'strai'ts

&e%ned etri#s $orproper #lassi%#ation o$the groups

'ppropriate si(ing o$groups $or e)#ientutili(ation o$ sales$or#e

*or groups whi#h arehoogenous in!ehavior and attitude

Tar#ets

Ma+ii(ing trialand uptake postlaun#h

In#rease thee)#ien#y o$ thesales tea $orgreater output

erging as anesta!lished topplayer aongthe !randeddrugs in a spano$ - years

.ptii(ing thenu!er o$ visits$or in#reasingthe !usinesspotential

I'itia(Actio'

"egentation o$ thegroups in the $ollowingway Gro! A/ 0 N&.

Gro! B/ 0 P1P 234,33,3M, M4, MM5 Gro! C/ 0Internal

Medi#ine Gro! 3/ 0

.thers6P'6NP61'7& Gro! E/ 0 P1P 244,

4M, 43, M35

8st 3,M,4 stands $oravg9 #ost to phiksitallpatients !eing 3ow,Mediu, 4ighrespe#tively, whilese#ond stands $oravg9 #ost to &eritolpatients


4/18

78 Tar#ete, comm!'icatio's98 Reso!rce rioriti5atio':8 Foc!se, strate#&

Why and whi#h groups:;

'< =8>,?@-9A

B< =C,A89CA1< =?,?C-9@@

&< =D,8>?9E@

< =D,CA-9--

Sa(es $o(!me

' B 1 &

8?F

-DF

-F

8>F

-8F

N!m"er o) HCP;s

' B 1 &


5/18

'nd Who all in what all:

P1PG33< @EF

P1PG34< EF

P1PG3M< 8@F

P1PGM4< 8>F

P1PGMM< -AF

B

P1PG33 P1PG34 P1PG3M

P1PGM4 P1PGMM

ndo< 8F

A

ndo

IM< 8F

C

IM

1'7&< -CF

NP< -DFP'< 8CF

.T47< -CF

3

1'7& NP P' .T47

p#pGhh< 8F

p#pGh< DF

p#pGhl< -F

p#pGl< @F

E

p#pGhh p#pGh p#pGhl p#pGl


6/18

4ow would I de#ide theiportan#e o$ ea#h segent2a9k9a9 K in the pro%t eHuation5:

3etermi'i'# K!si'# ?@

KOLI'!e'cers=

@

MaDorHosita(

=:@LM+LH+MH =7@

LL8MM+HH =@

ML+HL+HM =7@

A 8D9-A A9?@ @9A 89A -9A 89-A 9D@E

B E9CAE 898-A 9AE@ 89 @9>A -9A 9

C ?9A-C 9A-C 9D8- 9@A@ @9A-C 89D8- 9-CD

3 ?9@@@ 9EA> 9@@@ 898D@ -9@E8 898D@ 9D>?

E -9?A 9 9 89@A 9 9D 9C

I asked y !uddy he said deterine the per#entages o$ ea#h attri!ute o$the segent and use *&2Huality $un#tion deployent5 to deterine the!est9


7/18

Se#me't 3escritio' o) 3octors tota(

sa(es

Priorit& O"Decti%e

' ndo 8? D89DEF 8 8, -, D

BP1P23M,34,M4,3

3,MM5-D

2C6-6@6D6?5-89@F - -, D

1 IM 8> C9E@F @ -, @

&1'7&6NP6P'6

.T47-8

2?6A6D6?5889?AF D @, D

P1P243,4M,M3,

445 - 8A9>DF A -, D

"egent suary/

.!je#tive89 ui#k penetration o$ arket sales-9 In#rease in arket sales volue@9 'dvertiseent o$ the drugD9 Major 4ospital tie0ups


8/18

The $ollowing key etri#s were used $or #all planning/K.3Js, early adopters, avg9 #ost #opared to &eritol

No target #an get ore than 8 visits in a Huarter

with E visits in a Huarter No #alls !e ade to pediatri#ian

1all $reHuen#y $or a sales representative is A9visitsday

No target #an get ore than 8 visits in a Huarter The pro%t per visit is deterined $ro the given

epiri#al relationship and visit is planned in order tohave a+iu pro%t during ea#h o$ the visit

The real L1all Planning;


9/18

7aw data analysis $or #all planning/


10/18

Sa)e )or .or0i'# eo(e

A%#8 cost to atie't

S!erior res!(ts

C

A%#8 cost to atie't is (o.

Wei#*t (oss a(o'# .it*met)ormi'

S!erior res!(ts

3

A%#8 cost to atie'tis (o.

S!erior res!(ts

B

Sa)e )or .or0i'#eo(eS!erior res!(ts

E

Wei#*t (oss a(o'# .it*met)ormi'

S!erior res!(ts

A

Messa#i

'#eti!ette


11/18

'ssessent o$ #all plan/

P*i0sita(( Pro2t J 7st


12/18

L4istory repeats itsel$, !ut withdierent strategy

Ra. 3ata

Ke& attri"!tes )orse#me'tatio'

Accete,

t*ero,!ct

Yet to "eco'tacte,Positi%ereso'se

E/ce( ,as*"oar, )orstatistics o' eac*

se#me't

98 KOL:8 Ear(&

a,oters

8 A%#8cost to

atie'ts

P(a' ca((s )or otimi5i'# t*e

ro2t

78 Sa(es$o(!me


13/18

'nd in #ae the ne+t assignent


14/18

"oe pro!les thought !e$orehand


15/18

Key #all plan anageent reHuireents/

Prici'#o$ the produ#t relative to other #opetitors

Mar0et si5i'# $or the produ#t to estiate the sales$or#e

Patient pro%les

Treatme't at*.a&sto understand

Prescritio' ma0ers ro2(esto deterinearketing KPIJs

KOLsaong the pres#ription akers and the payerde#ision akers

Geo#ra*ica( ,emo#ra*ics or data o$ lo#ation,o$ payer de#ision akers

To laun#h a se#ond produ#t


16/18

&'T' *low diagra $or youy $riend


17/18

as oar or sa esre%ie.sJ

Re)ere'ceJ 3ata so!rce 2(e me'tio'e, i' ae',i/ 3ata So!rceI'%e'tor& List

&ata sour#e %le D &ata sour#e %le A

7

&ata sour#e %le -

&ata sour#e %le 8,D

&ata sour#e %le D&ata sour#e %le @


18/18

THANK YOU-

zs campus connect ppt, team bmw

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