MARKETING PLAN

Sk. Omar FaruqueBrand Manager, PPL

Marketing

• The science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. 

• Identifies unfulfilled needs and desires. • Defines, measures and quantifies the size of the

identified market and the profit potential. • It pinpoints which segments the company is capable of

serving best and • It designs and promotes the appropriate products and

services.

Plan

• A detailed proposal for doing or achieving something.

Marketing Plan

• The part of the business plan outlining the marketing strategy for a product or service.

• The marketing plan includes information about;

• product or service offered, • pricing, • target market, • competitors, • marketing budget and • promotional mix.

Purpose of Marketing Plan

• To provide a base structure of the goal that want to achieve in a set time period.

• To clearly show what steps will be undertaken to achieve the business marketing objectives.

Importance of Marketing Plan

• Overview of marketing activities• Assess your competitors• To know exactly what will happen and when• Describe the objectives and strategies• To take advantage of market opportunities• Yearly planning process• Funding for future initiatives

Content of Marketing Plan

• Executive Summary• Current Market Situational Analysis• SWOT Analysis (Opportunities/Issue Analysis)• Segmentation & Customers analysis• Marketing Objectives• Marketing Strategy• Action Plan• Financial Forecast• Controls

Executive Summary

• Brief statement of goals and recommendations based on provided data.

• Executive summary should highlight the most important parts. It’s an overview of your marketing plan.

•Brief description of products or services•Define target market•Competitive advantage•Positioning statement•Goals and Objectives•Strategies•Action Plan and Implementation Schedule•Anticipated sales, profits and market share•Evaluation Methods

•First brand in Bangladesh ensure availability of all strength of Pregabalin.•Pioneer in diversification (various new indication) promotion of the generic.

Market Definition Therapeutic Area

Drug Class: Anticonvulsant

Supporting Rationale: Relieve Neuropathic Pain (pain from damaged nerves) with excellent option for Hot flash & fibromyalgia for female patient

Segments Potentially Relevant in the Future: Middle & Older aged specially in female

What is NOT included in the Market Definition: Child, Pregnancy & Lactation

Chronic Pain killerNeuropathic Pain

Pegalin at a glance

Goal: To become brand leader in aspect of Rx (Sh 18%) & Sales (Sh 16%) within 2015.

Strategy:• Rx generation to increase no. of pocket Doctors.• New market coverage.• Focus promotion in important area.• Field force development• Periodic review & respective measure

Market Situational Analysis

• A situational analysis often is called the foundation of a marketing plan. A situational analysis includes a thorough examination of internal and external factors affecting a business. That's are,

• Market Situation• Product Situation• Competitive Situation• Distribution Situation• Macro-environment Situation

• Second brand in terms of Rx & Sales in Pregabalin market.• We are focusing on more Rx generation with new prescriber generation.

2014 [Sales in BDT Million] with competitors

• Concentration on more Rx generation with new prescriber generation to lead the Pregabalin market within 2Q_2014.

• Competitors with huge field force is main competitive barrier.

• Huge promotional activity like Gift, Services & others marketing tricks are strongly followed by the competitors.

• Focus promotion to the specialist level is our main concern to boost up the Rx & Sales.

Market Performance

Sales:

Source: [IMS_2Q_2014,,MAT]

Current Status of Pegalin

• Create market opportunity through educating our sales colleague.• New market generation with newer indication & off level indication• Educational & awareness generational campaign with new information to Doctors & patients front.• Increasing physician concern about the use of neuropathic pain killer rather than the use of NSAIDs

for neuropathy.

Key Market Trends

Trend Description and Source

1 New market generation

• Established new indication of existing product in mass level with huge unoccupied market penetration.

2 New Prescriber generation

• Develop new prescriber who are no well known about the generic to increase our pocket doctors.

3 Rx boost up • Increase Rx frequency of existing prescriber to generate more Rx.

4Physician update about scientific issue

• Sharing latest information to the physician to keep them up to date about product feature.

5 Key message• Key marketing message for all target Doctors to gain their concern about Brand

through updating our sales colleague.

6 Clinical benefit & Safety

• Highly effective in Chronic neuropathic pain relief with excellent success rate in gynecological problem such as hot flash, fibromyalgia & safe up to 15 month use.

Market opportunity

• Political, economical, social & technological issue related to the brand.• Other related issuer regarding the PEST analysis.

Trends Description

P Political • Political crisis affects negatively as overall market.

E Economic• Very much economical regarding the suffering , sometimes drug may cause somnolence

which may affect the life poor working people & other economical factors do not affect the brand behavior.

S Social • Not affected by social factors.

T Technological• Advance technology positively affect in production & marketing related aspect. E-mail,

Teleconference & e-communication potentiate marketing activity regarding promotion.

Source: [insert source of data]

PEST Analysis of Pegalin

• Company & product strength & weakness analysis• Competitors activity analysis

Company Product(s) Strengths & Weaknesses Organizational Strengths and Weaknesses

• First company ensure availability of all strength of the generic.

• Well reputation to the generic prescriber group as pioneer in generation new market of the generic.

• World class factory with quality concern production.

• A group of company with Medical college, Hospital & diagnostic facility.

• Well trained up field force but market coverage is not sufficient due to limited field force.

• Brand leader in aspect of sales & Rx in generic market but loosing their market share due to competition & new competitor introduction.

• Huge field force & mass coverage.• Well reputation as one of the top company &

good relationship with some generic prescriber.• Some pocket doctor with various services.• Doctor wise product promotion.

• Third position in generic market with significant growth.

• Top company in Pharma market.• Huge pocket doctors.• Huge investment & field force with mass

coverage.• Huge marketing activity.• Due to huge product range same concentration

for all product is not properly given for all time.

Competitors Analysis

• Physician segmentation & prescription behavior• Advantage over the competitors & desired effect• Physician concern regarding neuropathic pain killer

• Neuropathic pain killer (Gabapentine)

• Gabapentine provide relief the symptoms of neuropathy.

• More potent then gabapentine & highly effective in NPM & cost effective ensure higher QALY gain

Seg

men

t 1

• NSAIDs • Quick pain relief & good result . • Do not provide good result in neuropathy & chronic pain, NSAIDs only provide symptomatic release.

Seg

men

t 3

• Hormonal product like tibolon • Highly effective & reduce symptomatic relief

• Non hormonal treatment & less side effect ensure relief from disease.

Seg

men

t 2

Physician Segment 1:

Physician Segment 2:

Physician Segment 3:

Behaviors Attitudes / Beliefs Desired Behavior

Orthopedics (1200), Neurapathic pain killer (pregabalin, gabapentine) & NSAIDs

Gyne (600), Hormonal product

Neuromedicine & diabetologist

Competitive Market analysis

SWOT Analysis

• A study undertaken by an organization to identify its internal strengths and weaknesses, as well as its external opportunities and threats.

Segmentation and Customer Analysis

• Market segmentation

• Target market/segment characteristics

• Customs profile & needs analysis

• Market positioning

Marketing Objectives

• Defines the plan’s financial and marketing goals in terms of sales volume, market share and profit.

• Maintaining or increasing market share• Developing new products / innovation• Meeting the needs of customers• Entering a new market / market positioning• Gaining an advantage over competitors

•Convert objectives to goals through proper magnitudes and dates is very important. (Increase market share of 10% in the next 2 years.)

Marketing strategy

• Broad marketing approach that will be used to achieve goals. It is a game plan of marketing.

• Pricing strategy• Product strategy• Place strategy• Promotion strategy• People strategy• Process strategy• Priorities, responsibilities and timeframes

Problem Identification

Situation

Analysis Alternatives &

Implementation

Recom

men

datio

n

Marketing strategy

Logical Flow

Target Audience

Product

Frame of Reference

Competitive Advantage

Reason to Believe

Emotional End Benefit

For patients suffering chronic & neuropathic pain, Pegalin is the only neuropathic pain killer that provides effective pain relief & related suffering (mood, sleep & social activity) due to its unique molecular structure & mechanism so that patient effectively get rid from the pain & lead a comfortable life without any long term suffering.

Physician treating patient with severe pain associated with various neuropathy.

Pegalin

Pregabalin, Gabapentin & other NSAIDS for pain management

Relief from pain associated with neuropathy. eg; Spinal cord injury, fibromyalgia, NPN & hot flash. Restore normal nerve function. More potent. FDA approved1st line treatment of neuropathy.

Work on the site of nerve destruction which cause of pain

Effectively reduce the terrible days of pain of your patients due to neuropathy.

Positioning Statement

Market positioning of Pegalin

• Promotion with latest scientific information to Surgeons.

SI 1

• 4P cycle plan for Rx generation.

SI 2

• Special promotion to gynecologist font for Hot Flash & fibromyalgia

SI 3

• Conduction of scientific seminar at least one per month in selected 40 areas with maximum prescription of the generic

SI 4

• Mass level promotion for Back pain.

SI 5

Strategic Imperatives (SI)

• Attain doctors concentration & ensure Rx.

Objectives

• At least 1 Rx from each territory per cycle of 4P raw data.

Objectives

• Boost up prescription from gynecologist

Objectives

• Share latest information & increase Rx with making pocket doctor in top priority areas.

Objectives

• Maximize the opportunity of the indication

Objectives

* Medical-only SI

Strategic Promotion of Pegalin

Special concentration on Dialectologist and GP level where our penetration is very poor.

Action Programs

• This is the implementation part of a marketing plan.• Putting all your decisions into a summary of all marketing

initiatives that have been developed after considering each of the different elements of marketing.

• Special marketing programs designed to achieve objectives, i.e., winning the loyalty of existing customers.

Template for marketing action plan

Campaign title:

Campaign duration:

Campaign objectives:

Marketing activity Resources required Staff responsible Deadline Cost

Tactic 1

• Two new doctor generation in each Region.

Customers

• Diabetologist• Neuromedicine• Orthopedic• Gynicologist

Tactic Timing

• Continuous 6 months.

Tactic Description

• Latest product information & gift to the selected doctors.• Visit from sale & marketing department.• Ensure 3 to 4 Rx of Pegalin per day (1 Rx= 15000 Tk./month).• Proper follow up.

Objective(s)

• To become brand leader in generic market.

Tactic Rationale

• Scientific data & gift

Strategic planning of Pegalin

Tactic 2

• Special campaign at 40 areas where about 60 % generic prescription generates.

Customers

• Diabetologist• Neuromedicine• Orthopedic• Gynicologist• & all 4p doctors

Tactic Timing

• Continuous 6 months.

Tactic Description

• Latest product information & gift to the selected doctors.• Frequent visit from sale & marketing department.• Convert them to our prescriber through frequent calling.• Celebrate their special events, eg, Birthday (to attain their concentration).• RMP & scientific conference.

Objective(s)

• To increase Rx at these important bases & sales boost up.

Tactic Rationale

• Scientific data & gift• Providing Doctor list to the field colleague

Strategic planning of Pegalin

Financial Forecast

• A financial forecast is simply a financial plan or budget for your business.

• It is an estimate of two essential future financial outcomes for a business – your projected income and expenses. Generally following cost are considered during forecast;

• Cash flow forecast• Establishment costs• Sales forecast• Cost of goods sold forecast• Expenses forecast

Controls

• Marketing plan controls compare actual results to your marketing plan, to make sure your efforts are generating the anticipated results.

• Regular review of these controls will help to improve performance, as you can adjust your programs to better meet the plan objectives. Some controls are,

• Customer Feedback• Target Market Sales• Market Share• Market Demand• Cost Per Sale• Profit

Key Performance Indicators

KPIDefinition Data Source Target Frequency

(Specific & Relevant) (Measureable) (Achievable) (Timed)

 Prescription RX) To increase Rx share from 13 to 18%.

 4P raw data (no.of Rx)

 18 to 20 % Rx from each region.

 Within next 4 quarter.

 Sales (Value)

 To increase sales from 8 million to 12 million

 IMS  12 Million with in next 1 year

 Make Doctor bank

 To cover maximum generic prescriber.

 4P raw data (no. of prescriber)

 140 prescriber per cycle

 within next 1 year

 Increase chemist coverage

 Maximum chemist penetration

 EBS Most chemist shop.

 within next 1 year

A Good Marketing Plan

• A good Marketing Plan details what you want to accomplish and helps you meet your objectives. A Marketing Plan should:

• Explain (from an internal perspective) the impact and results of past marketing decisions.

• Explain the external market in which the business is competing.

• Set goals and provide direction for future marketing efforts.

• Set clear, realistic, and measurable targets.

• Include deadlines for meeting those targets.

• Provide a budget for all marketing activities.

• Specify accountability and measures for all activities.

Barriers of Making & Implementing of Marketing Plan

• Environmental Barriers• Cultural Barriers• Behavioral Barriers• Cognitive Barriers• Systems and Procedures• The Right Resources• Financial barrier

How to Overcome the Barrier

• Good leadership• Focus the point• Clear communication• Teamwork • Strong Monitoring & Control• Accountability • Regular follow up & preventive measure if needed

Always think barrier makes new opportunity.