Fluro Core 2 Product Launch

By

Manoj Dwivedi

Dentsply India

Marketing plan for FluoroCore2

Marketing plan for FluoroCore2

• Objective

• Product profile & Description

• Product Features

• Packing

• Competition

• Volume projections

• Launch plan

Objective

Market Assessment

Due to high success rate of root canal treatment a need for better core build up material arises resin based composite core build up are the answer. As composites have much higher strength as compared to zinc phosphate & GI Cement. Also Bonding agent much needed, bond between dentine & the composite making the bond stronger. Thus increasing the extrusion force. Hence reducing the chance of failure of crown restoration considerably. In such condition customers need a complete core build system that will support metallic & fiber posts. Currently many companies like Coltene, Kurarey & Bisco & DMG are promoting their product through various importers. These importers behave like a commodity traders - No after sales service support for product. Customers do not want to change the money for the product, they are looking beyond it. This gives us an opportunity to introduce this product in market. Individual components of this kit like Prime & Bond NT, SCA are already very well accepted by customers.

Segment

• Customer Segmentation - Top notch endodontic & General practitioners with an average of 8 to 10 Cases per month.

• Product Category - Product will fall in “A” category product as it will need a lot of exchange of technical & clinical information.

Situational Analysis

• No of Dentists population in India 65000

• No of Drs doing Post & Core cases approximately 25% (15000)

• Drs in niche category 1500 (10%) who has potential to buy our kit

• Drs in middle higher segment 1800 who has potential to buy our kit

• Target customer group 3300

• They do average 8 cases per month

• No of case 316800 case per year

• Let us assume with our kit Drs can do 40 cases per pack (Pack will last for 3 months)

• Potential in market Rs. 6.3 Cr (Both powder & liquid & Cart form)


Target Audience PotentialWhy would they be interested?

What is the unique selling proposition?

Demographic Coverage

Endodontists who are doing 10 to 12

cases per nonth - Nos 1500

3.3 Crore Time savings, universal use, highest strength - more durable crown

Initially need to focus on in

metros & sub metros only

cities

General Practitioners doing 8 to 10

cases per month - 1800

3.00 Crore

Time savings, universal use, highest strength - more durable crown

Initially need to focus on in

metros & sub metros only

cities

• Market share distribution

- Clotene – Para Core 35%

- Kurarey – Clearfil DC Core 25%

- DMG - LuxaCore – 10%

- Bisco – Biscore 5%

- Other – 24%

- Dentsply – 1% with CoreMax II


• We do not has this kind of product in our portfolio

• Further our market share is very low

• Core Max II is in P/L form

• No fluoride releasing in Core Max II

• Hence we have product for each of the two segment viz. P/L & Cart.


• Business Opportunity

- Size for core material is 6.3 crore in India. This segment is growing by 10% every year.

- Same trend will continue for next three years. Growth will slow down 5 to 6% because implant will start penetrating.

• Barriers

- Replacement of product at dealer end Attitude of sales person to promote the product


Product profile & Description

• Product – “A” Category product

- You need to discuss lot of technical details with customer like Core build up with Metal / Fiber posts

- Feature Benefits & Advantages

- Competition & pricing

• We do not have this kind of product in our portfolio

• No direct company is selling this product (all through distributors, hence no clinical support to end users)

Product Profile

Product Profile

• FluoroCore® 2 fluoride-releasing dual cure, core build-up material

• FluoroCore 2 material comes in an automix syringe delivery system providing an excellent depth of cure of 3 Millimeters in 20 seconds

• Ultra strong, FluoroCore 2 material cuts like dentin and has a stackable viscosity for ease of placement

• When used with an adhesive, it can have strong mechanical retention to tooth structure

• It can be shaded (tooth colored/blue) for either better finished restoration shade esthetics or blue for easier identification

• Can be used more easily in crown forms

FluoroCore®2 Description

Composite Core build-Up Material in an automix (1:1) Dual Cure System

-2.5 ml (4.75 gm) Syringe

-Fluoride Releasing

-Radiopaque

-Cuts like dentin

-Clinically acceptable handling

-2 shades: blue and tooth colored

-2 year shelf life with refrigeration

FluoroCore®2 Composition

Resin Based Core Build-up Material

• 70 % Radiopaque Filler

• High Crosslinking Resins

• Dual Curing Initiators

• Vital or non-vital tooth core build-up (replacement of existing restorations and/or lost tooth structure) as a base prior to fabricating an indirect restoration.

FluoroCore®2 Indications

• FluoroCore® 2 produces a syringable mixed consistency for direct placement using the dual barreled syringe and a banded matrix retainer or clear crown form.

• Alternatively, mixed material may be expressed onto a clean paper pad and manually placed with the operator’s placement instrument(s) of choice.

• Working time of mixed material at room temperature (22°C/72°F) is approximately 1’30” (one minute thirty seconds) when protected from ambient light. Any of the following placement techniques are acceptable. The preferred method is to use both visible light and chemical self cure.

- Visible Light Cure - Place mixed material directly in 2-3mm increments and light cure increment for 20 seconds.

FluoroCore®2 Procedure

- Chemical Self Cure - Place large increment(s) or load mixed material into a clear crown form and seat onto the preparation. Allow to self-cure approximately 3-4 minutes.

Visible light curing of external surface is optional, but advisable.

- Dual Cure - After placing the first 2-3mm increment, and visible light curing for 20 seconds1, large increments may then be placed or material loaded into a clear crown form, seated onto the preparation and allowed to self cure. Visible light curing of external surface is optional, but advisable.

FluoroCore®2 Procedure

Product Features

Features Benefits

Automix Syringe · Consistent bubble free mix

· Predictable quality

· Less Waste

Superior Strength composite · Cuts like dentin

Dual Cure · Safety of chemical cure

· Bulk Fill

LC’s in 20 seconds for 3mm · Speed of placement

Two Shades · Optimal esthetics

· Blue for easy identification

Stackable viscosity · Ease of placement

Radiopaque · Easy detection on X-Ray

Fluoride Releasing · Releases to oral cavity – No secondary carries

Properties of FluoroCore®2

(Current FluoroCore - 220 Mpa)

1 Luxacore Smartmix and Core Paste XP are not registered trademarks of Dentsply International. Data on File

FluoroCore2 FluoroCore2


1 Luxacore Smartmix and Core Paste XP are not registered trademarks of Dentsply International.

Data on File



(Current FluoroCore 8560 MPa)




(Current FluoroCore WT - >240 secs. / ST - >600 secs.)


FluoroCore2



FluoroCore2

FluoroCore2 in a 2.5-ml syringe, Smartmix & Core Paste XP in 5-ml syringes (8-element mix-tip)

Depth Of Cure of FluoroCore®2

0 1 2 3 4 5 6

FluoroCore2

LuxaCore Smartmix

Core Paste XP

Maximum Depth of Cure @ 40 Seconds of Total Light Cure Time

Depth of Cure (mm)

(2) 3mm placements - LC 20 seconds each

(1) 4mm placement - LC 40 seconds

(1) 4mm placement - LC 40 seconds


Technique Guide

Technique Guide

Packing

SYRINGE INTRODUCTORY KIT

• 4 Automix Syringes (4.75g each): 2 Tooth Colored, 2 Blue Colored• 1 bottle Xeno® IV Dental Adhesive (2mL)• 1 bottle Prime&Bond® NT™ Dental Adhesive (2mL)• 1 bottle Self Cure Activator (2 mL)• 25 Mixing Tips• 25 Intra Oral Tips• 1 Dappen Dish• 50 Flocked Applicator Tips• 40 Disposable Brush Tips• 1 Brush Handle

Competition

Competition

Company Market Share Product Name Product Price Growth Rate

Dentsply 1% Core Max II Rs.3950 10%

Coltene 35% Paracore Intro Kit Rs.5600 10%

Kurarey 25% Clearfil DC Core Rs.4600 10%

DMG 10% Luxa Core Rs.4600 10%

Bisco 5% Biscore Rs.5200 10%

Other 24%

CompetitionComparison

VariablesDentsply Coltene Kurarey Conclusions

Product Line Scope

Core Build up Material Core Build up Material Core Build up Material Market in this segment is growing by 10%

Product Features

Highest Strength for more durable restoration & suitable for all kind of

posts.

Strength is lesser then Fluorocore2

No fluoride release, no additional protection

Flurocore is best in this category in terms of

curing time also

Field Sales Force Size / Effectiveness

Experienced field for the product handling &

capable to handle most of the customers

queries

No field force is not stable No field force, distribution

through distributors

Focus on this Market Segment

Retail market Institutions Lower segment & product

replacement

We need to focus

Clinical Support for Product

Best NA NA

Marketing EffortsSelling product on FAB

basisNo Only based on price

Clinical Education Efforts

All major OPLs will include the product in

education program

No No Dentsply do lot of speaker programs in support

of product

PromotionsInitially sales incentive to

field force? ?

Competition

• Para Core ( Introductory kit )• Auto mix Syringes of 5ml White - 2 Sygs & 2 Syg Dentin • ParaCore Mixing - 20pcs• Root Canal Tips 20 Nos • ParaBond - 3ml • Non-Rinse Conditioner – 3ml • ParaPost Adhesive Conditioner A 3ml

B 3ml Paraform Core Formers Assorted - 10pcs • Luxa Core ( Introductory Kit)

• 1 Cartridge of 50 gm Shade A3• 1 Automix Dispenser • 35 Automix syringes • 35 Intra oral Tips

CompetitionCONTENT (INTRO-KIT) FLUOROCORE LUXACORE PARACORE

AUTOMIX yes yes yes

SYRINGES 2-white & 2-blue 4.5gm each 1-cartridge of 50gm 2-white & 2-dentin of 5gm each

SHADES AVAILABLE white & blue A3 white & dentin

SELF ETCH BOND dual cure 2ml nil dual cure 3ml

TOTAL ETCH BOND 2ml nil A-3ml, 3ml

ACTIVATOR 2ml

MIXING TIPS 25 nil 20

INTRA ORAL TIPS 25 35

DAPEN DISH 1 nil nil

FLOCKED TIPS 50 nil nil

DISPOSIBLE BRUSH TIPS 40 nil nil

BRUSH HANDLE 1 nil nil

CORE FORMERS nil nil 10

PRICE 6750/- 4600/- 5600/-

SWOT

Strengths Weaknesses

• Product provide high strength leads to gives better durability • Opening up new segment in core material• Universal in use - Metal & Fiber posts• All components in one place• Fluoride release - No secondary carries• Clinically proven

• New product in family• No focus on core material

Opportunities Threats

• Now most of the Opls are discussing about the product• Adding up new users • Demand for natural tooth retention is increasing

• Competitor already selling this product since last 2 years• Zinc phosphate & GI cement• Replacement of the product at dealer end for better margins• Cheaper products

Volume Projections

QuantityRegion 2008 Aug - Dec 2009 2010

North

East

West

South

Total

Initial Sales Tactics

• Sales incentive of Rs. 250.00 on primary – Target Minimum 2 Kits per month.

• Sales incentive of Rs. 150.00 on secondary – Target Minimum 2 Kits per month.

- Claim for incentive (Additional incentive scheme)• Need to produce photocopy of invoice (either direct or

supplied through distributors)• Can claim for primary after you achieve target for

secondary• Payment terms remain standard• No refund of product will be entertained in any case.

Product Launch Plan

• Launching the product at Expodent, 2008, Bangalore(19th-21st September, 2008)

• Special introduction price / scheme on the product.

• Distribution of Flyers / Leaflets to the visitors.

• Advt in Exhibition tabloid.

• Increase Product Visibility through special display at the booth.

• Attractive Self-standing flex banners at the booth.

• Brochures – Ready by 2nd week of August

• Mailing to distributors by 2nd week of Aug

• Mass mailing after availability of product

Additional Launch Activity

• Sales training for East & North in the first week of September, 2008.

• Sales training for West & South in the second week of September, 2008.

• Free Sampling for OPLs, 4 samples for each zone upon availability of product in first week of August.

• Advertisements in various dental magazines from September’08 onwards.

• Product profiling in the product review section of the magazines Aug’08 onwards .

Thanks You

Documents

Fluro Core 2 Product Launch