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Palmers Cocoa Butter Stretch Mark Activation Plan
AbdelRhman Tantawy, Egypt 2012
8/12/2012 AbdelRhman Tantawy, Palmer's 1
Agenda
• Situation Analysis
• Egypt Market Behavior
• Critical Success Factors (CSF)
• Palmer’s SM activation Plans
• Palmer’s Stretch marks POS
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SITUATION ANALYSIS COMPETITORS SITUATION
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Competitive analysis
Two Type of competitors
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Competitive analysis
Cosmoceutical FMCG
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Price Size
Mustela 175 200 mL
Sanosan 37 100 mL
Derma Pure SM 36 60 gm
Stretch Redux 500 150 mL
mira jeniko 45 75 ml
Palmer's 48 120 mL
EGYPT MARKET BEHAVIOR FMCG VS PHARMACEUTICAL
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Medicated product diversified to :
Pharmaceutical Cosmo-ceutical OTC FMCG
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Only can prescribe by doctors
Medicated product diversified to :
Pharmaceutical Cosmo-ceutical OTC FMCG
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Expensive and prescribed, but can be
recommended by pharmacist
Medicated product diversified to :
Pharmaceutical Cosmo-ceutical OTC FMCG
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Available only at pharmacies, for direct consumers, never seen
@key accounts
Medicated product diversified to :
Pharmaceutical Cosmo-ceutical OTC FMCG
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Available at pharmacies beside other trade
channels, rarely prescribed by doctors.
Medicated product diversified to :
Pharmaceutical Cosmo-ceutical OTC FMCG
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Palmer’s Stretch market treated as FMCG product.
Medicated product diversified to :
Pharmaceutical Cosmo-ceutical OTC FMCG
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Palmer’s Stretch market treated as FMCG product.
Some pharmacist recommend it, if
they know it
Medicated product diversified to :
Pharmaceutical Cosmo-ceutical OTC FMCG
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We plan Palmer’s SM will be
Prescribed via doctors
Medicated product diversified to :
Pharmaceutical Cosmo-ceutical OTC FMCG
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We plan Palmer’s SM will be
Prescribed via doctors
Recommended by pharmacist
Medicated product diversified to :
Pharmaceutical Cosmo-ceutical OTC FMCG
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We plan Palmer’s SM will be
Prescribed via doctors
Recommended by pharmacist Known as FMCG
Medicated product diversified to :
Pharmaceutical Cosmo-ceutical OTC FMCG
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Activation Projects
#1 Scientific
Unite
#2 Direct
awareness
PALMER’S SM ACTIVATION PLANS #1 SCIENTIFIC UNITE #2 DIRECT AWARENESS
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PALMER’S SM ACTIVATION PLANS
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#1 Scientific Unite
#1 Scientific unite Objective
• As doctors are the main factor in prescribing any product or recommend any thing for patient health, this unit will aim to:
– Doctor product awareness
– Promote prescription.
– Reminding and follow up
– Ensure availability @pharmacies
– Push sales to achieve our target.
• Using #1scientific data and #2professional medical selling skills
– Trials
– References
– Tipping point
– Evidences recommended.
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Brand manager
Supervisor Cairo
Medical representative #1
Medical representative #2
Medical representative #3
Assistant Brand manager
#1 Scientific unite Structure
• Doctor don’t respect any medical information from anyone except another doctor.
• Unite structure as below:
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Sales manager
Brand manager
Supervisor Cairo
Medical representative #1
Medical representative #2
Medical representative #3
Assistant Brand manager
#1 Scientific unite Structure
• We will start with two medical rep.s directly reported to brand manager till develop the full team
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Sales manager
#1 Scientific unite Targeted specialties
• Palmer’s SM will be detailed to Customers below:
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Doctors
60% coverage
Pharmacist
40% coverage
For medical awareness and promote prescription
Market seeding and ensure availability
#1 Scientific unite Targeted specialties
Doctors:
• Palmer’s SM will be detailed to specialties below: – Gynecology : to be prescribe for pregnancy stretch marks
– Dermatology: to be prescribed for skin marks and after plastic surgery
– Nutritionist : for skin marks appears while dieting.
• Doctors will be segmented as below “according to their prescription habits” – 90% high potential doctors “KOL’s”
– 10% moderate potential doctors.
– 0% low potential doctors.
* Segmentation will be applied by medical reps after forecasting.
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Hign Potenial
90%
Moderate Potential
10%
#1 Scientific unite Medical rep. list #Demographic
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• In the 1st phase, medical reps will target areas below
– Medical rep #1: Cairo #1 : Naser City , Heliopolis and New Cairo + rehab ...etc
– Medical rep #2: Cairo #2: Mohandseen, Zamalek and Dokky …etc
• Each one will visit all potential doctors frequently based on their classification
– Visit about 8-10 visit /day
– After listing the doctors we will put target visits for each doctor
#1 Scientific unite Scientific unit target PHASE I
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• Deliver the core message
• Build reputation with the customers (doctors)
• Generation and growth of prescriptions
• Have a consistent sales curve**
• Marketing Intelligence to give us future vision
To give us actual vision {on earth vision)
• To create loyalty to the brand
* Elevate Palmer’s Cocoa Butter image + Position in the market
PALMER’S SM ACTIVATION PLANS
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#2 Direct awareness
#2 Direct awareness
• To improve recommendation and educate direct consumer about product benefit, direct communication throw channels below
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Pharmacy Chains
Medical Centers Health care magazines
#2 Direct awareness Concept
To create reminding tagline for Palmer’s Stretch Marks with objectives as below:
– Acceptable among gynecologist
– Related to pregnancy.
– Prescribing habit reminding tool
– Feature/benefit tagline
– Indication related
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#2 Direct awareness tagline
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benefit
indication
catchy
Time bonded
Promote action
#2 Direct awareness Why The Fourth Month
To decide when doctor should prescribe Palmer’s Stretch market we analyze two source of information.
1. Doctors review:
After meeting with serial gyna doctors All agreed the pregnancy symptoms appears between 2nd and 3rd month. But the tummy size start to increase between 4th and 5th month.
They recommend stretch marks products starting from 5th month mainly and some time for skinny women they start from 4th month.
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#2 Direct awareness Why The Fourth Month
1. /
2. Consumer review
In photos below we can find the tommy size increased between 15-22week from pregnancy.
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#2 Direct awareness Why The Fourth Month
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#2 Direct awareness Why The Fourth Month
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PALMER’S STRETCH MARKS POS
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#2 Direct awareness The POS materials
Palmer’s POS materials will be applies as below:
1. The RDA (Retained detailing Aid)
multiple pages booklet, content : • Medical Data about Stretch marks
• Statistical data about stretch marks
• Product information and ingredients F/B
• Direction and indication
• Product Clinical Evidence
The RDA used in doctors detailing by product specialist and never give it to them as each call they will till the doctors new message from it.
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#2 Direct awareness The POS materials
1. The RDA (Retained detailing Aid)
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#2 Direct awareness The POS materials
1. .
2. Drop-Card
it is a medical flyer for doctors our product specialist give it to the doctor as “more information reminding tool” but with one message , content :
• Medical Data about Stretch marks
• Product information and ingredients F/B
• Direction and indication
The drop-Card mainly much simplified content also in English
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#2 Direct awareness The POS materials
2. Drop-Card
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#2 Direct awareness The POS materials
1. .
2. .
3. Consumer Flyer and stand
flyers and stand for direct consumer to be distributed in pharmacies and clinics. Content:
• Product information and ingredients F/B
• Direction and indication
The Consumer flyer will be in arabic
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#2 Direct awareness The POS materials
3. Consumer Flyer
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#2 Direct awareness The POS materials
1. .
2. .
3. .
4. Pharmacy Drop-Card
A small flyer reminding the product and promote contacting distributers for ordering
5. Sampling pack
pack for doctors contains 4 stretch marks 30gm our product specialist give it to gyna doctors for patient trail and give us the feed back.
this pack will promote trial and recruiting.
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#2 Direct awareness The POS materials
1. . 2. . 3. . 4. . 5. Sampling pack pack for doctors contains 4 stretch marks 30gm our product specialist give it to gyna doctors for patient trail and give us the feed back. this pack will promote trial and recruiting. And also collecting feedback from users through doctors.
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THANKS
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