Reference Brand Plan July 2015

Brand: FROBEN

Country: Pakistan

1

Cover Slide

Group Name

Brief Description of the Category and Brand

Brand: FROBEN

Country: Pakistan

2 Company Confidential

2014 Abbott

Introduction to BRAND

Indication(s)

Formulations

Brand

Positioning

Brand Intro

Brand

Positioning

Brand and

Category

USPs

Brand: FROBEN

Country: Pakistan


2014 Abbott

BRAND Value Proposition

Indication(s)

CUSTOMER

Value

Proposition

TRADE / CHANNEL

Value

Proposition

Brand: FROBEN

Country: Pakistan


2014 Abbott

4

BRAND Summary

Market Challenges

Market Growth Drivers

Category and or Brand Challenges

Brand: FROBEN

Country: Pakistan


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5

BRAND Customer Profiling - Segmentation

Customer Profiling actually covers the domains of Segmentation, Targeting and

respective set of USPs attached to them. Like Chief Wage Earner, Housewives etc

Brand: FROBEN

Country: Pakistan


2014 Abbott

6

BRAND Pricing Analysis vis--vis Competition

Top 5 Competitors Info to be included against the selected brand/product

Brand: FROBEN

Country: Pakistan


2014 Abbott

Market Challenges Analysis and Learnings

Key Challenges Identified

What Strategies Applied?

What Differently Done?

Learnings Gathered

Brand: FROBEN

Country: Pakistan


2014 Abbott

BRAND 3-5 Years Activity Based Plan

2015 2016 2017 2018

1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q

Brand: FROBEN

Country: Pakistan


2014 Abbott

Strategy and Activities 2015

Activity Target Budget Expected

Return SMART - KPI

Key Challenge 1 1

Brand: FROBEN

Country: Pakistan


2014 Abbott

BRAND Product Life Cycle Planning

What new business development plans the category or brand manager has

chalked out for the next 3-5 years. It includes product or line extensions, new

products and any other development projects.

It should also include the

Predicted market USP

Market Research Key Findings if done any

Tentative Launch Plan and Budget Allocation

Sales Forecasting

Market Share and Growth Measurements

Brand: FROBEN

Country: Pakistan

11

Brand and Sales Team Organization

Company Confidential

2014 Abbott

Brand: FROBEN

Country: Pakistan


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Brand P&L

Brand: FROBEN

Country: Pakistan


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Appendix

Brand: FROBEN

Country: Pakistan


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Treatment Rate - Rx of NSAIDs

In Market Patients - API

Total BRAND Patients

188,200,000

55,669,560

4,175,217

208,761

77,242

100%

50%

75%

10%

5%

37%

Prevalence of PAIN 41,752,170

FILTER 1 : Population over 14 years & Above

111,339,120 59.2%

14

BRAND Customer Flow

Total Country Population - PAKISTAN

Access to Healthcare

Brand: FROBEN

Country: Pakistan


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Category / Brand Market Snapshot Retail Audit

2014 2010-2014 2012-2014 2010-2014 2012-2014UNITS %CGR (units) %CGR (Rs.)

000's %SH %CHG $000's %SH (Rs.) %CHG

SELECTED TOTAL 6,406 100.0 10.9 9,337 100.0 19.0 11.8 9.3 14.4 13.9

ANSAID PFZ 3,624 56.6 13.0 5,993 64.3 21.6 13.5 11.8 15.7 16.0

ANSAID TABS C. 100MG 30 3,624 56.6 13.0 5,993 64.3 21.6 13.5 11.8 15.7 16.0

FROBEN AB& 848 13.2 14.3 1,325 14.2 27.4 14.1 13.6 17.4 19.5

FROBEN TABS 100MG 30 713 11.1 15.2 1,179 12.6 24.0 14.6 13.3 16.7 17.5

FROBEN JEL. 50G 39 0.6 999.0 76 0.8 999.0 0.0 0.0 0.0 0.0

FROBEN JEL. 20G 96 1.5 -22.0 70 0.8 -18.8 2.8 -3.0 3.9 -1.0

INFLAMATIX AP& 320 5.0 38.2 475 5.1 38.2 27.0 33.0 27.0 33.0

INFLAMATIX TABS F.C. 100MG 30 320 5.0 38.2 475 5.1 38.2 27.0 33.0 27.0 33.0

SYNALGO P/P 654 10.2 5.5 336 3.6 5.5 7.6 1.5 7.6 1.5

SYNALGO TABS F.C. 100MG 10 654 10.2 5.5 336 3.6 5.5 7.6 1.5 7.6 1.5

SANID STY 185 2.9 48.7 292 3.1 48.7 13.8 26.8 13.8 26.8

SANID TABS F.C. 100MG 30 185 2.9 48.7 292 3.1 48.7 13.8 26.8 13.8 26.8

RASBID RPH 241 3.8 8.7 281 3.0 8.7 27.0 13.6 27.0 13.6

RASBID TABS F.C. 100MG 30 241 3.8 8.7 281 3.0 8.7 27.0 13.6 27.0 13.6

PANSOL PIX 104 1.6 -22.3 154 1.7 -22.3 -5.0 -9.9 -5.0 -9.9

PANSOL TABS F.C. 100MG 30 104 1.6 -22.3 154 1.7 -22.3 -5.0 -9.9 -5.0 -9.9

DULPRO GLB 80 1.3 18.8 116 1.2 18.8 14.6 3.1 46.3 3.1

DULPRO TABS F.C. 100MG 30 80 1.3 18.8 116 1.2 18.8 14.6 3.1 46.3 3.1

TORNIL S7P 37 0.6 -8.1 54 0.6 -8.1 10.8 -23.5 10.8 -23.5

TORNIL TABS 100MG 30 37 0.6 -8.1 54 0.6 -8.1 10.8 -23.5 10.8 -23.5

OCUFEN ALL 58 0.9 -2.3 52 0.6 -2.3 -1.5 -5.6 -1.5 -5.6

OCUFEN DROPS EYE 0.3% 5ML 58 0.9 -2.3 52 0.6 -2.3 -1.5 -5.6 -1.5 -5.6

Mkt Def: By Molecule: FLURBIPROFEN

Basis:IMS June 2014-12M

Brand: FROBEN

Country: Pakistan


2014 Abbott

Competitive Positioning of Brands (current and future)

Relative

Importance ANSAID INFLAMATIX VOLTRAL

FROBEN

Product

Actual

FROBEN

Product

Perception

Relative

Product

Perception

Clinical Benefits

Product Features

Economy

Product Availability

Communication Mix

Brand Advocacy

Academic Alliances

New Products

Clinical References

Share of Voice

Trade Partnerships

Brand Protection

Brand: FROBEN

Country: Pakistan


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Company Differential Analysis

Company Features Required by Customers Priority Brand

Ranking Best in Class

company

Brand: FROBEN

Country: Pakistan


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Reduce

What Weaknesses should be reduced?

Create

What Opportunities should be pursued?

Eliminate

What Threats should be minimized ?

Raise

Which Strengths should be leveraged?

SWOT Analysis

Brand: FROBEN

Country: Pakistan


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EXTERNAL CHALLENGES - Market Based

Key Challenges

INTERNAL CHALLENGES - Competitive Position Based

Brand: FROBEN

Country: Pakistan


2014 Abbott

Insert text:

WHAT - The unique proposition the brand represents by providing

key functional and emotional benefits:

Insert text:

WHY - the reason to believe:

Insert text: WHO - The target customer segment and the key consumer group

where the brand will be used:

Summarized Brand Positioning statement:

Insert text:

Brand Positioning

Brand: FROBEN

Country: Pakistan


2014 Abbott

Campaign - Switch to Life

Complete Promotional Mix to be

Shown including ATL/BTL/TTL

Documents

Reference Brand Plan July 2015