Business Development Strategy

Period : FY2015

Page 1

Proposed by,(VP Business Development)

Date : Name : Evi K. Santoso

Approved by,(President Director)

Date : Name : Michael Wanandi

Facilitated by,(OSM)

Date : Name : Eliza Dwi Leksono, Ulf Yovansca

Business Development Strategy (Strategy Map, BSC Resume, & Strategic Initiatives)

Period : FY2015

Page 2

OAS Statement

OBJECTIVES•2015: Consistently achieve sales growth above market average and to reach 1TRp in 2015 a sustainable 17% EBITDA.•2020: Become a consumer led company with 3trillionRp sales and 17% EBITDA.

ADVANTAGEWe offer affordable premium health care products by ensuring high quality supply

chain with passionate services from our employees/partners to build trust and bring satisfaction amongst our consumers.

SCOPESCapturing the rising Indonesian middle class by leveraging women to influence its

family living a healthy lifestyle

Page 3

“Trusted local healthcare provider.Delivering affordable quality products.

Catering to the middle class.Leveraging women as the healthy

lifestyle influencer.”

Corporate Brand Strategy

Relationship Management

Existing Products

With regard to commercial aspect, Appointed PIC that will lead and coordinate externally and internally to fulfill and manage the Principal’s expectation for providing a better service for our Principal.

Business Development – under Evi SantosoNew Products

Marketing CHWMarketing CHWPrincipal Name

Merz/Vifor Refina Adelan

Mebo/Dompe Eric Kloer

Marketing CICMarketing CICPrincipal Name

Fidia//Fleet/Casen/Lyomark, TRB Mediika

Ni Ketut Sukartiwi

RAAS (gamaraas), AOP (tromboreductin), Hameln(product anesthesi), Cipla, Teva

Arlene Ratnasari

Ipsen/Protexin/Probiotic Dennis

PRINCIPAL

Yuddi Suyud as Sr GM Medical Promotion Development

ASSOCIATION

Page 5

Key Winning Goals

Key Measurement 2015 2017 2020EBITDA 17% 17% 17%

Net Revenue Rp 1T Rp 1.7 T Rp 3.0 T

Growth rate above market average – net sales IMS (7%) Public competitor

(KLB, DRVL, TSP)

IMSPublic competitor

(KLB, DRVL, TSP)

IMSPublic competitor

(KLB, DRVL, TSP)

% Market Share Brand OBHC & Insto in Mktg Function

ChEC Satisfaction Index & Loyalty IndexEndorser: 2016

Internal survey C-SAT: 65-70%

External survey (if any)

Higher than previous Higher than previous

EBITDA Toll manufacturing Xx xx xx

Productivity Index xx xx Xx

# customer database 1mio 5mio 10mio

Visibility in primary outlet Completeness of productsInternal survey

To be discussed in Pra SMM – 16-17Oct14

Page 6

Company Strategy Map 2015F

ina

nci

al

Inte

rna

lL

ea

rnin

g

& G

row

thC

ust

om

er

Growth & Sustainability (Innovation) Customer Focus Operation Excellence

Employee Productivity Performance Driven Company Analytical Company

F3. Optimize Asset Cost & NOC

F2. Grow Healthy Sales

F2.1 Sales outF2.2 % New Product ContributionF2.3 % Cx Sales Portion

C2. ImprovePerceived Innovation

C3. Become Partner of Choice, Improve

Market Entry Speed & Synergize Operation

I3. Build Trusted & Efficient PlantI1. Develop/Embrace

Interactive, Convenient, Social Media Programs

I2. Increase Own Product Development

(Practical & Functional)

I2.1 %NPL Success Rate

L1. Increase Employee

Productivity

L2. Make Employees

as Company Ambassador

L3. Achieve High Performance &

Customer Focus Culture

L4. Position IT as Solution Provider

& Build Knowledge As Asset

C2.1 WOM Index

C1. Nurture(Company) Brand

Image

I4. Implement Lean Principles

C1.1 Top 5 Indonesia most reputable healthcare brand – farmasi local (SWA)C1.2 # CommunitiesC1.3 # CSR

I1.1 # customer databaseI1.2 % Effective ATL/BTLI1.3 # Strategic Alliance

I3.1 SLA Index – to KA & allI3.2 # partnership toll in

I4.1 % ROFO AccuracyI4.2 % Capacity Utilization(incl. % Toll In Capacity)

F3.1 NOC DaysF3.2 % COGS Saving

C3.1 Availability KA & allC3.2 %Visibility KA

# 732%

# 624%

# 727%

# 517%

L1.1 Productivity IndexL1.2 Turnover employee (talent)% Talent readiness

L2.1 Employee event satisfaction indexL2.2 % employee ambassador Employee Engagement

L3.1 % Star / PotentialL3.2 # SS / QC / e-2-e

L4.1 % OTOBOS

F1.1 % EBITDA F1.2 % Net Income

F1. Achieve Sustainable & Positive

Financial Value

WPNAAAAAA/CCCD/CCE

AAA

C4. DelightCustomers & Consumers toGain Loyalty

C4.1 ChEC SI / LI

To be discussed in Pra SMM – 16-17Oct14Not to forget to define PIC per SO as well.

Strategic Initiatives 20151Grow the Business

1. Grow the Customer Care through having new Consumer Healthcare category – Nutrition

2. Expedite OTX products – xxx, xxx, xxx3. Expedite new product launch, product innovation,

including deepen consumer insight4. Accelerate growth of the existing business by

expanding coverage in focus channel, brand rejuvenating and entering the sustainable market

5. Building partnership/JV with trusted reputable partner

2 Service Our Primary Customer

1. Develop customer data management system including CRM establishment

2. Develop customer acquisition & retention program

3. Strengthen profile focus customer (outlet, doctor, hospital) in 8 big cities Trusted Quality Products

1. Increase production capacity by becoming the trusted toll manufacturer

2. Manage working capital effectively 3. Strengthen the supply chain and distribution

model4. Increase the plant image – New Balance5. Strengthen and embrace the relationship with the

authorized governments – BPOM, DepKes6. Employee as Brand / Corporate Ambassador

3Building Communities

1. Continuity in education & participating on lifestyle / degenerative disease to middle class women + 25 and urban communities

2. Strengthen and embrace social media and digital platform

3. Expand the healthy lifestyle communities4. Building alliances with strategic partners

4

To be discussed in Pra SMM – 16-17 Oct 14Not to forget to define PIC per SI as well.

Page 8

Business Development Mission

To Facilitate the company grow inorganically and organically.

Page 9

Business Development Framework

Business Environment & Capabilities

Product Development

•Potential new product review•Sourcing•Formulate, analyze & package development•Registration and regulatory affair

Medical

•Collect information of new treatment trend•Provide recommendation of new product candidate

Develop New Business Opportunity Aligned with Company’s Strategy

• Proper team capability• Full support from Management & other related functions

Page 10

Business Development Scope of Work

2. Product Development (PD)

• Manage New Product Development (6 phase)

• Regulatory affairs (BPOM & Depkes)• Improve existing product&process• Standardize formulation, analitycal

method, specific RM & equipment

1. Medical

• Review Current & Future trends

• Evaluation of New & existing Product

• % Number of on time product evaluation

• # of new product launched• # of phase 1 approved• # of AL/NIE approved• # of registration submission• # of formula and analytical method• # of patent/HAKI Review• # of new contact/principle• OP:UL NPD growth

• Product evaluation• Scientific Information• Marketing support

• Approval phase 1• NIE/AL• New product launch• Product patent information• Current-improved-new formula

Page 11

BD Customer :1.Marketing 2.BOD3.Manufacturing (QA / QC, CMO, Prod)4.SCM

BD Supplier (Others - who support BD):1. Procurement2. Legal 3. Finance & Costing4. IT

Business Development Customer & Supplier

For horizontal alignment process among the functions.

Page 12

Business Development Expectation Table

No Output “Customer” Their Expectation

1 New product launch Marketing/BOD On time launch, Low COGS, Regulatory & Quality compliance

2 New product idea Marketing Candidate product with competitive price and uniqueness

3 Method of Analysis Mfg (QC) Validated method

4 Master Batch Record Mfg (Production) Validated MBR

5 Product Info, BOM, Flow chart SCM/Mfg (CMO) On time

No Output “Supplier” Your Expectation

1 RM/PM Procurement Faster Sourcing and Follow upOn Time

2 Validation Process Report, MOA Validation Report, calibration or qualification

Mfg (QA) On time

3 Agreement/CDA Legal More faster in reviewing draft of agreement

4 P&L FiCo More flexible on P&L Calculation, decide go/not go,

5 Program, Reports IT User friendly, excellent database

Page 13

Business Development Strategy Map 2015

Page 14

Fin

an

cia

lC

ust

om

er

F1. Achieve Sustainable & Positive

Financial Value

F2. Grow Healthy Sales

F2.1. Sales outF2.2 % New Product Contribution

C1. Increase Own Product Development

C1.1. % NPL Success Rate C1.2. # New Product OP

F1.1 % EBITDA

I2. Conceptualize

Products I3. Cultivate New Product

I4. Launch New Product

I1. Conduct Market Analysis

I2.1. % Number of on time product evaluation

I3.1 # of final formulation I3.2 # of registration submission

I4.1 # Of Al/NIE approvedI4.2 # Of New product Launch

I1.1. # of phase 1 approved

Employee Productivity Performance Driven Company

L1. Increase Employee

Productivity

L2. Make Employees

as Company Ambassador

L1.1 Productivity Index L1.2 % IDP Achievement

L2.1 Employee engagement index

Le

arn

ing

&

Gro

wth L3. Achieve High

Performance & Customer Focus Culture

L3.1 # SS / QCC

Inte

rna

l

Page 15

Business Development BSC Resume 2015

Business Development Consolidated KPI

Page 16

Business Development Strategic Initiatives

Page 17

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

I1. Conduct Market AnalysisEKS

I2. Conceptualize Products 1. Monthly meeting BD MoM I3. Cultivate New Product 2. NPD Phase aplication Speed up projectI4. Launch New Product

1. Membuat list sample bahan baku alternatif single source yang dikirimkan oleh procurement sampai akhir Januari 2015.

List bahan baku Prodev

2. Evaluasi & trial sample Laporan evaluasi bahan baku alternatif

Prodev

3. Membuat proposal scale up Proposal scale up Prodev4. Membuat MB skala pilot Master Batch Prodev5. Membuat protokol validasi skala pilot Protokol validasi skala pilot Prodev6. Uji stabilitas Laporan uji stabilitas Prodev7. Membuat change control Change Control Form Prodev

SI1. Build strong alignment across BD department

SI2. Mengevaluasi second source untuk bahan baku yang masih single supplier dan bila memungkinkan bisa menurunkan COGS

ACTIVITY PLAN SHEET - BUSINESS DEVELOPMENTBusiness Development

Period : FY2015

Strategic Objectives Strategic Initiatives Activity Plan Deliverables PICDue Date

Budget (IDR)

Business Development Organization Structure

VP Business DevelopmentVP Business

DevelopmentHead of Product

PlanningHead of Product

PlanningEvi Santoso

KPI Bobot

1. % EBITDA 10%

2. % New Product Contribution 10%

3. % NPL Success Rate 10%

4. # New Product OP 10%

5. # Phase 1 Approved 25 %

6. # Registration Submission 25%

7. Productivity index 10%

Eliza : 6 + 4 orang

Head of RegistrationHead of Registration

Head of Formulation Development

Head of Formulation Development

Eliza* : 4 + 5 orang

EBO EBO

Head of MedicalHead of Medical

Lilis Setiarini : 5 + 2 orang

Octavia Hendrawati : 38 + 7

Evi Santoso *: 1 (kontrak)

Head of Product Planning

Page 19

Head of Medical

Page 20

F2.2. % New Product Contribution# talk show and presentation per-year (especially about new product)

5 10

C1.1. % NPL Success Rate# medical information trend of prevention products and/or pipeline products per-year

6 15

C1.2. # New Own Products (OP)# recommended new product ideas per-year (life style disease and prevention)

3 10

I2.1 # prosentase ontime product evaluation

Time to finish the medical evaluation based on the standard template

5 WD for one active

ingredient 20

I4.2 # products launched Time to provide medical support for SnG meeting (for PP and 5 WD 15

Medical knowledge training of new products 100% 10

Time to provide medical feedback for promotion material and package insert evaluation

5 WD 10

L1.2. % IDP Achievement IDP 10

Financial

Customer

Internal Process

Learning and Growth

Perspektif Sasaran Individu Indikator Pengukuran Kinerja / KPI TargetBobot

(%)

Head of Registration

Page 21

Head of Formulation Development

Page 22

Head of EBO

Page 23

Detail New Product per PIC BD HO CIC

Page 24

PROJECT NAME PIC PP PIC RD PIC Med Cardiocom 150 mg Ana Desi Rynda

Cardiocom 300 mg Ana Desi Rynda

Osteopor Ernita Desi Rynda

Anastrozole tab 1mg Ana Desi Henny

Trapasin Ernita Desi Rynda

Hyalone Ernita Desi Rynda

Atorvastatin 40 mg Ana Desi Rynda

Biokult Infantis Ernita Desi Henny

Floxacom inf 500 mg Ana Desi Henny

Combiotic Drop Ernita Desi Henny

Combiotic Colic Ernita Desi Henny

Combiotic Life Ernita Desi Henny

Biokult Candea Ernita Desi Henny

Biokult Pro Cyan Ernita Desi Henny

Glimepiride generik 1 mg Ana Desi Rynda

Glimepiride generik 2mg Ana Desi Rynda

Amlodipine generik 5mg Ana Desi Rynda

Amlodipine generik 10mg Ana Desi Rynda

Sevoflurane 250 ml Ana Desi Henny

Propofol 10 mg/ml 20 ml Ana Desi Henny

Celecoxib cap 200 mg Ernita Desi Rynda

Celecoxib cap 100 mg Ernita Desi Rynda

Colchicine 500 mg Ernita Desi Rynda

Ubiquinol Ana Desi Rynda

Rosuvastatin tab 10 mg Ana Desi Rynda

Rosuvastatin tab 20 mg Ana Desi Rynda

Esomeprazole DI Ernita Desi Henny

Esomeprazole 10 mg kaps Ernita Desi Henny

Esomeprazole 20 mg kaps Ernita Desi Henny

Detail New Product per PIC BD HO CIC

Page 25

PROJECT NAME PIC PP PIC RD PIC Med Pregabalin 50 mg Ana Desi Henny Pregabalin 75 mg Ana Desi Henny Pregabalin 150 mg Ana Desi Henny Comfibra micro 160 mg Ana Desi Rynda Telmisartan 80mg Ana Desi Rynda Telmisartan 40mg Ana Desi Rynda Dexketoprofen Ernita Desi Rynda Nicardipine Ana Desi Rynda Heparin Ana Desi Henny Paracetamol inj 100 ml Ana Desi Rynda Paracetamol inj 50 ml Ana Desi Rynda EPO 2 k iu Ana Desi Henny EPO 4 k iu Ana Desi Henny EPO 10 k iu Ana Desi Henny Docetaxel 20 mg Ana Desi Henny Docetaxel 80 mg Ana Desi Henny Rocuronium Ana Desi Henny Ropivacain Ana Desi Henny Dexmedetomidin Ana Desi Henny Lansoprazole DS Ernita Desi Henny Somatropin 12 iu Ana Desi Henny Somatropin 16 iu Ana Desi Henny Leucostim 30 ug/ml Ana Desi Henny Imunosporin cap 25 mg Ana Desi Henny Imunosporin cap 50 mg Ana Desi Henny Inferon vial 50 mcg Ana Desi Henny Inferon vial 80 mcg Ana Desi Henny Triamcinolon IA Ernita Desi Rynda

Total New Products CICA : 39E : 18

D : 57H : 33R : 24

Detail New Product per PIC BD HO CHW

Page 26

Page 27

CIC - Combiphar 2014 – 2020 Plan

CIC - Combiphar 2014 – 2020 Plan

Page 28

Page 29

CHW - Combiphar 2014 – 2020 Plan

Page 30

CHW - Combiphar 2014 – 2020 Plan

Page 31

Projection Sales CHW and CIC 2014 - 2020

Page 32

% New Product vs Existing Product CHW and CIC

Recap Projection Sales Combiphar 2014 – 2020

Page 33

Product Architecture

Page 34

Product Architecture CIC

Page 35

BRAND TREE GASTRO HEPATOGASTRO HEPATO

GASTRO H-D

(HEALTHY DIGESTIVE)

HEPATO H-L

(HEALTHY LIVER)

PREVENTIVE PREVENTIVE

CURATIVE CURATIVE

Gastro H-D (Healthy Digestive)

PREVENTIVE

Enzyme

Adult : Casenfibra Child : Casenfibra Stick & Jellybean

Fiber

Probiotics

Adult : Protexin NC Child : Protexin Infant AB Biotic – Colic Probiotic Chewable Probiotic Drops

CURATIVE

Hyperacidity

Antacid : Stomacain - ProgastricPPI : Compraz – Esomeprazole / Rabeprazole - Lansoprazole Syrup

MucoprotectorUlsafateMebo GI

ConstipationConstipen

Diare

Oral Rehydration Salts: Oral Suero Juice - Smecta – Zinc – Normudal – Nitrosoxanide

Laxative

Fleet – Fonema – Fleet Child

Non red dotRed dot

Page 36

Hepato H-L (Healthy Liver)

PREVENTIVE

Hepatoprotectors

Hezandra Liver Drink

CURATIVE

Hepatitis

Peg-Interferon – Tenofovir

Fatty LiverCholine : HepatoAct – Merz

Liver CancerSorafenib

SirosisHepa-Merz - Somatostatin – Rifaximin

Page 37

GoMove Muscle GoMove Joint &Bone

GoMoveLight

GoMoveRest

Tizacom

BRAND TREE MUSCLE, JOINT & BONE

GoMoveRelaxan

t

GoMovePain Free

Tape/Plester

GoMoveMuscle, Joint & Bone

CentralRelaxant Free

PeriferRelaxant Free

Atracurium

Decker Lutut & Engkle

Note :Merah = PruneHitam = ExistingCoklat Garis Bawah = Next PRoduct Page 38

BRAND TREE MUSCLE, JOINT & BONE cont

GoMove Joint & Bone

Note :Hitam = Next product Hijau = Prune Ungu = Exist

Page 39

RA OA Osteoporosis FRAKTUR

Antipurin

Gol. Lain

AllopurinolColchicine (2017)

Metotrexate SC(2019)Metotrexate tab(2018)

Anti - TNF

EtanerceptInfliximab (2020)Golimumab

SupplementGlucosamine

Synovial Fluid

HyalganHyalOne (2015)

Anti iL-1

Artrodar

Jointfit rollJointfit extraFitajoint rollFitajoint plusFitajoint extra (2018)

Replacement unit

Knee Replacement(2020)HIP Replacement(2020)

SupplementMineral

CalsiumRegulator

MD-Cal

Vitamin D3

Alendronate(dh : Voroste)Risedronate (2017)Ibandronate

Calsium

Kombinasi

Osteopore(2014)

Zoledronate

MedicalDevice

Nasal Spray

Sevoflurane Isoflurane Desflurane Enflurane Halothane

Fentanyl Propofol Ketamine Midazolam Etomidate Sufentanyl Dexmedetomidine

Lidocaine Bupivacaine Ropivacaine Procaine Epinefrin + “cain”

Lidocaine Lidocaine + Prilocaine

Post op distension and urinary retention: Neostigmine , Pyridostigmine

Muscle relaxants peripher: Atracurium, Rocuronium, Vecuronium, PancuroniumPage 40

Diuretics ACE Inhibitor ARB B Blocker Ca antagonist Others

Simvastatin Atorvastatin Rosuvastatin Pitavastatin Pravastatin Lovastatin Fluvastatin Fenofibrate Ciprofibrate Gemfibrozil Ezetimibe

Sulfonyl urea Glinid Biguanid Glitazone Alfa Glukosidase inhibitorDPP IV inhibitorIncreatin analog

Fast acting Long acting Intermediate

Others: Mineral supplement: Ubiquinol

Card stim ex card Glycos:Nor EpiEpi DopamineDobutamineNitrites & NitratesISDNISMNNitroglycerin

Anti Arrhytmics: Amiodarone, DisopyramidCoronary therapy: TMZ, Ivabradine, DypiridamoleCardiac Glycosides: DigoxinPositive inotropic agent: MilrinoneOther Page 41

Nootropics: PiracetamAnti depressants & Mood Stabilizer: SSRI, SNRINeurotonicsPsycho StimulantsPsycholeptic Anti Depressants

Erythropoietin: alfa & beta & MPGHaematinics Iron & Comb: Iron sucrose, dextran, oralOther: Folic Acid

Anti Epileptics: Valproic acid, Gabapentin, PregabalinAnti Vertigo: Flunarizine, BetahistineAnti Alzheimer: Donepezil, RivastigmineAnti SmokingAnti Parkinson: BenserazideDrugs used in Opioid & Alcohol Dep: Naloxone, NaltrexoneAll other CNS: Neostigmin, Pyridostigmine

Others: Vitamin neurotropics

Platelet aggregat inh: Clopidogrel, ASA, CilostazolHeparins, Enoxaparin, Parnaparin, Fondaparinux Fibrinolytics: Streptokinase, LumbrokinaseDirest thrombin inhibitor: DabigatranVit K antagonist: Warfarin Direct factor XA inh: Rivaroxaban

Anti fibrinolytic: Tranexamic Acid Blood Coagulation: Factor VIII, IX, XSystemic Hemostatic: SomatostatinAntagonist: Vit K, K1Tissue SealingThrombopoietinProteinase

Page 42

PaclitaxelDocetaxelIrinotecanVinorelbineVincristineVinblastinEtoposidCabazitaxel

CapecitabineGemcitabineFluorouracylPemetrexedMethotrexateCytarabibine

Aromatase inhbAnti AndrogensAnti Estrogen

Antineoplastic MabsPlatinum CompoundsA-Neo Protein Kinase InhibitorAdj prep for Cancer therapyAll other: HU

BetaAlpha

Colony StimulatingOth Immuno Ex Intfrn

Others: Supplement, appetite enhancer, nausea vomiting, nutrition

DoxorubicinEpirubicinBleomycinDaunorubicinMitomycin

Cyto Gonad Hormon AnalogCyto Progesteron

EtanerceptInfliximabGolimumab

MycofenolateCyclosporinAzatriophineBasiliximabTacrolimusEverolimus

Page 43

CHW

Page 44

April 15, 2023Page 45

Respiratory

OTC Rx

Multiaction Antihistamin Antitussive ExpectorantPremium Cough Combi

AntitussiveAdult

Expectorant

Comtusi

Domeryl

Nosedin

BRAND TREE Respiratory

Cough & Flu

Cough & Cold

Child Non Dot

OBH Combi

OB Combi

OB Combi Anak Batuk Plus Flu

OB Combi Anak Batuk Plus Pilek

Combi Herbal

OBH Combi Batuk Berdahak

OBH Combi Batuk Plus Flu

OB Combi Antitussive

Levopront

Mucolitic Asthma

Mucotein

RhinatiolComtusi Antitussive

Comtusi Expectorant

Comtusi Cough&Flu

Comtusi Cough&Cold

Prepared by Business Development (AK)

**Continue

Levopronttablet

Thepidron

Broncopront

Rhinitis Allergy ( Snitz Top)

Page 46

BRAND TREE RESPIRATORY cont’

Page 47

BRAND TREE EYE CARE

Insto

Eye drops OTC Eye Supplement

Red Eye

Multi Symptoms

Insto Moist

Dry Eye

Insto Vision – AMD(Q1 2018)

Itchy Eye

Insto Total (Q2 2018)

Insto Cool (Q2 2018)

Insto Regular

Insto Single Dose (Q2 2018)

Insto Dust (Q2 2018)

Eye RX

Intense - Glaucoma (Q2 2018)

Eye Spray

Tired Eyes

Dry Eyes

Page 48

BRAND TREE Cosmeceutical (Dermatology)

Page 49

BRAND TREE WOUND CARE

Wound Care

Others Mouth Ulcer

Mouth Ulcer Liquid / Patch

Antiseptic Liquid (2019)

Oral Care

Sore throat Spray

Soothing relief (~Zambuk)

April 15, 2023Page 50

BRAND TREE Hair & Nail

Page 51

BRAND TREE Weight Management

Page 52

BRAND TREE Women’s Health & Total Active Care

Page 53

BRAND TREE Women’s Health & Total Active Care

Thank You

Page 54