Marketing Plan For Ut Tone
-
Upload
mitesh-shah -
Category
Documents
-
view
1.230 -
download
1
Transcript of Marketing Plan For Ut Tone
Lincon Pharmaceutical Ltd
1
Marketing Plan of UT-Tone
Prepared By: Dipa Shah
Mitesh Shah
UT-Tone
Source : ORG MAT March 2010
Lincon Pharmaceutical Ltd
2
Flow of Presentation
Brief of UT-Tone
Current Marketing Situation
Threats and Opportunities analysis
Objectives and Issues
Marketing Strategy
Action Programs
Budgets
Controls
UT-Tone
Brief of UT-Tone
Lincon Pharmaceutical Ltd
4
UT-Tone It is marketed by Lincoln Pharmaceutical Ltd under Teressa
Devision
Brand Value of UT-Tone for 2010 : Rs 9,06,114
Use : Uterine Tonic for female fertility and faminine
problems
Packing Size
100 ml syrup
200ml syrup
Price
100ml syrup at Rs 35
200ml syrup at Rs 65
UT-Tone
Lincon Pharmaceutical Ltd
5
Unique selling proposition(USP) of UT-Tone
It is the right combination of 100% natural herbs and medicinal
plant and their leaves, fruits, trunk etc. which are organic in
nature.
Herbal extracts are collected, treated, combined by boiling it
natural way as it is described in Ayurveda granths thus it is pure
and does not have any side effects.
It does not carry any preservatives or artificial flavors which can
be harmful in long term treatment.
UT-Tone
Lincon Pharmaceutical Ltd
6
It is supplementary product to enhance
uterine function and supports in treating
infertility in women.
It takes care of strengths, vigour, vitality, and
ovulation.
It keeps genital organs healthy and also
overall wellbeing of women. UT-Tone
Lincon Pharmaceutical Ltd
7
It carries large amount of antioxidants, blood
purifier which increases immunity and
prevents immunity of genital organs.
It takes care of mood swings, cures tiredness
and morning sickness.
UT-Tone
Lincon Pharmaceutical Ltd
8
Merit of UT-Tonic
Herbal product with no side effects,
Can be continued with allopathic or other treatments.
It gives permanent solution to the patients.
Along with uterine treatment it takes care of overall
wellbeing of women.
UT-Tone
Lincon Pharmaceutical Ltd
9
Demerit of UT-Tone
Though it cures problem from the root but it is
comparatively long duration treatment.
Awareness of such ayurveda products is less.
UT-Tone
Lincon Pharmaceutical Ltd
10
Suggested names for Re-launch of UT-tone
Sure Cure - Surety of purity
She Tone – For she it is pure
Pube Tone - Female’s Wellbeing
P2P – Puberty 2 Post menopause
Pregnasure – Surety of Fertility
UT-Tone
Current Marketing Situation
Lincon Pharmaceutical Ltd
12
Company position
Indian pharmaceutical market in 2010
Rs 41,700.7 Cr
Lincoln Pharmaceutical Ltd Market in 2010
Rs 26.3 Cr
UT-Tone
Lincon Pharmaceutical Ltd
13
Year Growth in %
For IPM For Lincoln pharmaceutical Ltd
2007
2008 14.98 25
2009 10.23 -25
2010 17.68 0.38
Here reason for negative growth for Lincoln Pharmaceutical is that after 2008, Lincoln pharmaceutical has concentrated more on export rather than Indian pharmaceutical market
UT-Tone
Lincon Pharmaceutical Ltd
14
Introduction to Gynaec Market
Gynaec Market
Regular Gynaec Market
Hormones
VMS (Vitamins, minerals,
supplements)
Anti-infectives Other
Infertility Treatment
Hormones
UT-Tone
Lincon Pharmaceutical Ltd
15
Top Ten Pharma MarketMarket Value (Rs.Cr) CAGR % (2006 – 09)
Anti-infectives 6287 13
Cardiac 3947 16
Gastro Intestinal 3832 12
Respiratory 3107 11
Pain/ Analgesic 3082 13
Gynaec 2766 14
VMS 1933 08
Derma 1927 13
Neuro / CNS 1862 13
Anti Diabetic 796 20
UT-Tone
Lincon Pharmaceutical Ltd
16
Gynaec Market Sales in Rs. Cr
2006 2007 2008 2009 20140
1000
2000
3000
4000
5000
6000
18452096
24752766
5326
Gynaec Market sales in Rs. Cr
14%
UT-Tone
Lincon Pharmaceutical Ltd
17
Sales by sub-segments (Rs Cr)
2006 2007 2008 20090
500
1000
1500
2000
2500
3000
917 1015 1159 1300
523 615765
86259
6371
75
345402
480528
Sales by sub-segments in Rs Cr
VMS HormonesAnti-infectives Others
CAGR % (2006 – 09)
15
08
18
12
UT-Tone
Lincon Pharmaceutical Ltd
18
UT-Tone Market Situation
Year Uterine Tonic Market in Rs Cr
UT-Tone Market in Rs Lakh
Markets share of UT-Tone in Uterine Tonic
Market
2007 71.2 3.65 0.051
2008 71.4 5.87 0.082
2009 85.3 6.017 0.070
2010 96.4 9.06 0.160
UT-Tone
Lincon Pharmaceutical Ltd
19
Sales of UT-Tone in Rs in Lakh
MAT MAR'07
MAT MAR'08
MAT MAR'09
MAT MAR'10
0
1
2
3
4
5
6
7
8
9
10
3.67521
5.87872 6.01717
9.06114
Sales of UT-Tone in Rs in Lakh
UT-Tone
Lincon Pharmaceutical Ltd
20
Competitive Analysis
UT -T
one
Evec
are
Cyclo
set
M2-
Tone
Gyned
ol
Asho
karis
ht
Amyc
ordi
al0
5
10
15
20
25
30
35
0.0906114000000001
11.4954817
7.0184283
31.6718917000001
1.83719885.4546779
3.0794144
Sum of MAT MAR'10 in Rs in Cr
Sum of MAT MAR'10 in Rs in Cr
UT-Tone
Lincon Pharmaceutical Ltd
21
Price Comparison
Pricing of Product
Competitive Brands Packing Size MRPPrice to
Retailer in Rs
Price to Stockiest
in Rs
Cycloset (Alembic) 300 ml Rs 162.75 Rs 135.56 Rs 123.19
Evecare (Himalaya) 200ml Rs 75 Rs 62.47 Rs 56.77
M2- Tone (Charal Pharma) 200ml Rs 72 Rs 59.98 Rs 54.50
Amycordial (Aimil Pharma) 200ml Rs 70 Rs 58.32 Rs 52.99
Gynedol (DWD Pharma) 200 ml Rs 67.75 Rs 56.45 Rs 51.30
Ashokarisht 300ml Rs 75 Rs 62.50 Rs 56.80
UT-Tone 200 ml Rs 65.90 Rs 54.92 Rs 49.92
UT-Tone
Threat & Opportunities
Lincon Pharmaceutical Ltd
23
Threats
Development in allopathic medicine
Opportunities
Increase in Feminine problems
Increase in population
Increase in the knowledge of Ayurvedic products in the
Doctors
UT-Tone
Objectives and issues
Lincon Pharmaceutical Ltd
25
For Market Survey
Target population : Chemists, doctors
Sampling techniques : Convenience Sampling
Total sample size : 60
Chemist : 20
Doctors : 40
UT-Tone
Lincon Pharmaceutical Ltd
26
Objective for Market Survey in Ahmedabad Market
To find out the major brands available in the market for
uterine tonic
To find out the total duration for which it is prescribed
according to the indication
To find out the major indications in which these brands are
prescribed major.
To find out the major herbals, doctors consider as the most
effective curing uterine problems or infertility.
To find out major Promotional activities done by
competitors
UT-Tone
Lincon Pharmaceutical Ltd
27
Uterine tonic preferred by doctors most for routine feminine problems
0
10
20
30
40
50
60
70
80
42.5
70
60
15
35
17.5
7.5
Uterine Tonic Prefered By Doctors
Cycloset(Alembic)Evecare (Himalaya)M2-Tone (Charak Pharma)Amycordial (Aimil Pharmaceutical)Gynedol (DWD Pharma Ltd)UT-Tone (Lincoln Pharma)Ashokarisht
Uterine Tonic Products
% R
esp
on
se
UT-Tone
Lincon Pharmaceutical Ltd
28
The major indications in which uterine tonic prescribed
LeucorrheaMenstrual Disorders
DysmenorrhealExessive Bleeding
AmenorrheaVaginal pains and infections
Menopausal syndromeInfertility
Urinary InfectionPremature ejaculation
0 10 20 30 40 50 60 70 80 9047.5
8032.5
6535
12.537.5
155
10
Indication in which Uterine Tonic Precscibed
Total Frequency in %
UT-Tone
Lincon Pharmaceutical Ltd
29
The major herbals, considered as the most effective curing uterine problems or infertility
0 10 20 30 40 50 60 70 80 90 100
5
157.57.57.5
92.572.5
7.535
9032.5
102.52.5
52.57.5
2.52.5 Amla
Guduchi
Shilajeet
Loh bhasma
Chitrak
Chavak
Jaiphal
Ghritkumari
Shatavari
Daruharidra
Musta
Shivalingi
Lodhra
Ashoka
Mandur bhasma
Vanghbhasma
Garika
Jatamansi
Kankola
Kamal
UT-Tone
Lincon Pharmaceutical Ltd
30
The patient benefits that considered the most especially in uterine tonic or feminine tonic
0 5 10 15 20 25 30 35 40 45 50
4547.5
4542.5
12.512.5
17.510
37.520
17.517.517.517.5
Benefits to Patients Good for Hair
Good for skin
improve health of colon
Improve metabolism
Blood Purifier
Improve liver Health
Promote Ovulation
Increase Lacatation During Feeding
Improve Ovarian Hormon function
No Side Effects
Improve fertiliy
Improve Digesion System
Regulate Menstrual cycle
Mental Stability
Frequency in %
Pati
en
ts B
en
efi
ts
UT-Tone
Lincon Pharmaceutical Ltd
31
Doctors expectations from companies who market uterine tonic product
Total Frequency in %0
10
20
30
40
50
60
70
42.5
35
62.5
5
25
5
Increase patient knowledge about ayurvedic products
Regular campaign of ayurvedic products for doc-tors
Patient education on how ayurvedic products help and what are the major cri-terions for using those products
Audio - Visual promotion to doctors
Free Sample
Sufficient free sample for complete treatment of pa-tient
UT-Tone
Lincon Pharmaceutical Ltd
32
Source from where Doctors come to know about Uterine Tonic Product
Total Frequency in %0
20
40
60
80
100
120
100
15
32.5
company ExecutivesInternetHealth Magazines
UT-Tone
Lincon Pharmaceutical Ltd
33
The promotional activities used for uterine tonic products
0 10 20 30 40 50 60 70 80
57.5
32.5
75
2.5
20
12.5
15
7.5
2.5
2.5Board of organ chart
Website to create talk with experts
Gifts
Big Hoardings at Hospital
Table tops
Sponcer Ship of events
Internet
Free Sample
Literatures
Company Executives
UT-Tone
Lincon Pharmaceutical Ltd
34
Objectives for Marketing Plan
Year Brand Value in Rs in Lakh
Growth in Brand Value in
%
Market share in Uterine Tonic
Market
2010 9.06114 45.17 0.16
2011 16,02,006 75 0.28
2012 29,63,712 85 0.51
2013 59,27,423 100 1.036
UT-Tone
Marketing Strategy for UT-Tone
Lincon Pharmaceutical Ltd
36
Segment Profile
Geographic
City : UP, Rajasthan, Gujarat, MP, North Belt, Orissa,
Assam
Demographic
Occupation : Professional
Education : College Graduate (MBBS, MD - DGO, MD -
GYNEC, Ayurvedic Doctors)
UT-Tone
Lincon Pharmaceutical Ltd
37
Positioning
It is prepared from 100% natural herbs and Ayurvedic medicinal
plants.
UT Tone syrup provides support and functioning of uterus and also aids
in enhancing the fertility of the women. This Ayurvedic formulation is a
solution to all uterine disorders thereby providing strength, vigour
and vitality to all females.
Regular intake of UT Tone keeps the female genital organs healthy,
functional and increases immunity against all types of genital
infections.
UT-Tone
Lincon Pharmaceutical Ltd
38
Marketing Expenditure
Year % of Total Revenue
2011 17.58%
2012 9.52%
2013 4.7%
UT-Tone
Action Programs
Lincon Pharmaceutical Ltd
40
Target states for launch plan
Target States for Launch Plan
Name of States Number of Business Executives per State
Total Business Executive in Target
States
UP 20 128
RAJASTHAN 15
GUJARAT 19
MP 16 Total Target States
NORTH BELT 18 7
ORISSA 26
ASSAM 14
UT-Tone
Lincon Pharmaceutical Ltd
41
Segment Size
Segment Size
State
Number of Doctors per
Business Executive
Number of Business
Executive per state
Total Number of Doctors per State
Total Sample
Size
Gujarat 100 19 1900
12800
M.P 100 16 1600
U.P 100 20 2000
Delhi 100 18 1800
Asham 100 14 1400
Orissa 100 26 2600
Rajasthan 100 15 1500
UT-Tone
Lincon Pharmaceutical Ltd
42
Category of Doctors on the Basis of Prescription generation scale % of Doctors in category
A category doctors 30%
B+ Category doctors 50%
B Category Doctors 20%
UT-Tone
Lincon Pharmaceutical Ltd
43
Sales Forecasting in number of Units
Year QuarterExpected Sales in Unit
Per Quarter Per Year During 3
Years
2011
Q1 6144
32640
213632
Q2 7936Q3 8960Q4 9600
2012
Q1 12160
60288Q2 14208Q3 15616Q4 18304
2013
Q1 22144
120704Q2 26880Q3 32640Q4 39040
UT-Tone
Lincon Pharmaceutical Ltd
44
Sale forecasting in Rupee
Year QuarterExpected sales in Rupees
Per Quarter Per Year During 3 Years
2011
Q1 302530.6
1607193.6
10519240
Q2 390768.6
Q3 441190.4
Q4 472704
2012
Q1 598758.4
2968581.1Q2 699601.9
Q3 768931.8
Q4 901289
2013
Q1 1090371
5943465Q2 1323571
Q3 1607194
Q4 1922330
UT-Tone
Lincon Pharmaceutical Ltd
45
Promotional Plan To Doctors
Promotional Tool Promotional Month Unit required per year
Visual Aid Every month 128Calender of Product January 2560
A3 size postors for patient education
ferbruary 1280
Prescription Pad March 1280Sponcership of Doctors
Association functiononce in a year 1
Book Mark May 1280
Sponcership of Medical colleges degree allocation
functionJune 1
Model or Chart of Female Reproductive system
July 70
Book of Gynecology Practises August 70
Wall Clock September 1280Packet of Celebration
ChochlateOctober 12800
UT-Tone
Lincon Pharmaceutical Ltd
46
Promotional Plan To DoctorsPromotional Tool Unit required per year
One Page Product card to Doctors 3840
Special Visiting Cards 399360
Thanking Card to Doctors 15360
Free Samples to Doctors 15360
Visual Aid 128
Calender of Product 2560
A3 size postors for patient education 1280
Prescription Pad 1280
Sponsorship of Doctors Association function 1
Book Mark 1280
Sponsorship of Medical colleges degree allocation function 1
Model or Chart of Female Reproductive system 70
Book of Gynecology Practises 7
Wall Clock 1280
Packet of Celebration Chochlate 12800
UT-Tone
Lincon Pharmaceutical Ltd
47
Promotional Plan To Business Executive
Promotional Tool Sample
Unit Gift Promotional Month
Total Number of
B.E per State
Total State
Total Unit
Required in year
Incentive Planning
for Business
Executives
Gifts to Top 3 Business
Executive in each State
Diamond B.E
Watch of Rs 2000 June 1 7 7
Platinum B.E
Watch of Rs 1500 June 1 7 7
Gold B.E Watch of Rs 1000 June 1 7 7
Gifts to Top 3 Business
Executive in each State
Diamond B.E
3 Days and 4
Nights at 5star Hotel
December 1 7 7
Platinum B.E
2 Days and 3
Nights at 5star Hotal
December 1 7 7
Gold B.E1 Day and 2 night at
5star HotelDecember 1 7 7
2% Incentive on achievement of Target every month
UT-Tone
Lincon Pharmaceutical Ltd
48
Call plan for Business Executive per month
Call Plan for One Business Executive per month
Sample Unit No. of Doctors to visit per month
Call per Month
Total call per Month
A category doctors 30 4 120
B+ Category doctors 50 2 100
B Category Doctors 20 2 40
Total Call per month per B.E 260
UT-Tone
Budgets
50
Cost Plan for 2011
Promotional ToolsUnit
Required per Year
Cost of Promotional tool
per unit in Rs
Total Promotional Cost in Rs
Total Administration Cost
Total General Cost
Total Corporate Branding
Cost
One Page Product card to Doctors 3840 2 7680
Special Visiting Cards 399360 0.2 79872 Thanking Card to Doctors 15360 0.2 3072 Free Samples to Doctors 15360 12.31 189081.6
Visual Aid 128 300 38400 Calender of Product 2560 120 307200
A3 size postors for patient education
1280 10 12800
Prescription Pad 1280 10 12800 Sponcership of Doctors
Association function1 25000 25000
Book Mark 1280 1 1280
Sponcership of Medical colleges degree allocation function
1 20000 20000
Model or Chart of Female Reproductive system
70 100 7000
Book of Gynecology Practises 7 1500 10500 Wall Clock 1280 30 38400
Packet of Celebration Chochlate 12800 50 640000
Watch of Rs 2000 to B.E 7 2000 14000 Watch of Rs 1500 to B.E 7 1500 10500 Watch of Rs 1000 to B.E 7 1000 7000
3 Days and 4 Nights at 5star Hotel for B.E
7 4000 28000
2 Days and 3 Nights at 5star Hotal for B.E
7 3000 21000
1 Day and 2 night at 5star Hotel for B.E
7 2500 17500
2% Incentive on achievement of Target every month 25600
Cost for 2011 in Rs 282613.6 118272 123600 992200
Total Cost in Rs 2011 1516685.6
Control during Application of Marketing plan
Lincon Pharmaceutical Ltd
52
Check point for controlling Match actual sales figure
Every month Every quarter Every year
Match the unit sales per state per month Every month Every quarter Every year
Business Executive target Promotional activities at every month, quarter
and yearly
UT-Tone
Lincon Pharmaceutical Ltd
53 UT-Tone
Lincon Pharmaceutical Ltd54
Thank You…
UT-Tone