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CHAPTER ONE: INTRODUCTION

1.1 Origin of the Report:


In order to accomplish the partial requirement of the Marketing
Management course (MKT-301), ! program, our respected super"isor
Mr# $hamsad !hmed, !ssociate %rofessor, &ni"ersit' of !sia %aci(c
assigned us to stud' the marketing plan of a product or )rand of a
manufacturing compan' in angladesh# *e decided to conduct the stud'
on +,%$,-I- %.!/M! 0IMIT123 4hich is one of the giant pharmaceutical
companies at present in angladesh# !nd 4e chose 5ini6 70mg Ta)let
4hich is a "er' popular )rand of ,psonin %harma 0td# $o, the +Marketing
%lan of 5ini6 70mg Ta)let3 is follo4ed )' a detail report#
1.2 Objective of the !t"#$:
Broad Objective
To ful(ll the requirement of ! program as necessitated )'
&ni"ersit' of !sia %aci(c#
Specifc Objectives
To identif' the current market situation and compan'8s position in
the industr'
To anal'9e the product performance, competition, and distri)ution#
To stud' the $*,T anal'sis of the product#
To anal'9e the marketing strateg' of the )rand#
To identif' the marketing o):ecti"es and issues#
To stud' the action programs, )udgets and controls of the compan'
rele"ant to the )rand#
1
1.% &etho#o'og$:
Information used to make this report has 4orked 4ith )oth primary &
secondary data#
Primary Data:
Informal face-to-face inter"ie4s 4ith the "arious e6ecuti"es of the
compan' to gather primar' information# %articipants 4ere
purposefull' selected as the' commonl' engaged in marketing
directl' or indirectl'.
Secondary Data:
!nnual reports, periodicals, articles and )rochures pu)lished )' the
compan'#
1.( )i*it+tion of the !t"#$:
The follo4ing 4as the main limitations that 4ere faced 4hile preparing the
report#
*e could not co"er the 4hole area )ecause of the shortage of time#
$ome people 4ere not "er' eager to gi"e us ans4er during their
inter"ie4#
!nother limitation of this report is compan'8s polic' of not disclosing
some data and information for o)"ious reason#

7
CHAPTER T,O: CO&PAN- .AC/0ROUND
2.1 Abo"t Oponin Ph+r*+ )t#.
%harmaceuticals sector is one of the most high gro4th and highl'
pro(ta)le industries in the countr'# !t present, pharmaceutical industr' is
the second largest ta6pa'er to the countries e6chequer# Most of the
pla'ers of the industr' en:o' high pro(t margin# ,ne of the unique
features of the industr' is that import is restricted for products that are
)eing produced )' t4o local companies# The regulation encouraged local
pri"ate in"estors in the sector# !d"ertisement )eing )anned for drugs,
more emphasis is gi"en on sales force#
3
,psonin is committed to impro"e its position continuousl' as a 0eading
%harmaceutical compan' in angladesh and strengthen its glo)al
presence# !t present ,psonin e6port their medicine in 17 countries#
,psonin creates "alue for its customers and other stakeholders )'
pro"iding highest qualit' health care solutions through appropriate
application and de"elopment of resources and processes#
2.2 Hitoric+' .+c1gro"n# of the Co*p+n$:
The ,psonin %harma 0imited $tarted it )usiness operation in 1;<= as a
partnership )usiness in the name +,psonin >hemical 0imited3# In the 'ear
1;?= the legal status 4as su)sequentl' change @ it got listed as pri"ate
limited compan'# In 700< the compan' 4as renamed as +,psonin %harma
0imited3#
1;<=-7003 Integrating the "isionar' imagination for )asic industrial
de"elopment in this countr' )' the 5ounder >hairman 0ate !)dul
Khaleque Khan, the successors ha"e alread' esta)lished a num)er of
inno"ati"e @ import su)stitute industrial units mainl' in the
pharmaceuticals and related sectors# The seed that 4as planted in the
'ear 1;<= no4 has )ecome a tree# The 4a' the' 4alked though 4as not a
smooth and plain one# !fter a thousand miles 4alk the plant of distilled
4ater has no4 opened a ne4 hori9on in angladesh pharma industr'#
5rom the inception the compan' al4a's )elie"ed in nation )uilding
acti"ities# It cherished dream is to ser"e the mankind and the man )ehind
the mankind# This dream has come into realit' as a result of thousand
miles thro))ing 4alk of thousand people#
Company at a Glance:
1;<=- %artnership )usiness started#
1;=7- Manufacturing of in:ecta)les
A
1;?=- 1nlisted as pri"ate limited compan'
1;B0- 16panded nation4ide marketing @ distri)ution
1;B7- Manufacturing of anti)iotic capsules
1;B<- 16port of products to $outh 1ast !sia and the Middle 1ast
1;;=- Manufacturing of suppositories (rst time in angladesh
1;;?- Manufacturing of soft gelatine capsules
7000- I$, ;001 certi(cation
7003-$ite de"elopment and planning for ne4 factor'
700<->ompan' name has changed from C,psonin >hemical Industires 0td#C
to C,psonin %harma 0td#C
Support Division consist of the following departments-
1. Operational: 2eals 4ith the processing acti"ities of the )usiness
department#
2. Finance: 2eals 4ith the (nancial of organi9ation and reporting#
3. Hman !esorce: 2eals 4ith %eople of the organi9ation#
". #dministration: 1nsure the smooth running of the organi9ation )'
pro"iding logistic support etc#
$. %ommercial: >ommercial 2epartment deals 4ith purchase of ra4
materials#
&. 'ar(etin)D 2eals 4ith the marketing of production#
<
2.% Abo"t Co*p+n$2 ."ine Profi'e:
,psonin %harma 0td is a manufacturer of the medicines @ healthcare
products in angladesh# The compan' is selling its product )oth in local @
international market# Its main market is across the )order of !frica,
,ceania, Middle 1ast @ 1astern !sia# ,psonin %harma 0td has adopted the
*orld .ealth ,rgani9ations (*.,) guidelines on EM% in the qualit'
Management s'stem# Fualit' !ssurance %rocedures ensure that the
qualit' of the products is maintained )' strict compliance 4ith
international %harmacopoeias speci(cation on ra4 materials, packing
materials @ (nished products# ,psonin %harma 0td has more than 7100
emplo'ees 4hich include di"ersi(ed professional team like %harmacist,
>hemist, )iochemist, chartered accountant, cost @ management
accountant etc# The compan' has a
large sales team of more than A7< professionall' trained persons 4ho are
con(rming the distri)ution of the products throughout the countr'#
2.( Ditrib"tion
,psonin %harma distri)ute their product in the 4hole countr' through their
depots in the follo4ing districtsD
/angpur
/a:shahi
ogra
M'mensingh
$'lhet
2haka
>omilla
Khulna
arisal
>hittagong
=
CHAPTER THREE: &AR/ETIN0 P)AN O3
4 3INI5 26 &0 TA.)ET7
%.1 Abo"t 3ini8 26 *g T+b'et:
5inin6 is a superior )rand in angladesh due to its superior features# 5ini6
is the preparation of /a)epra9ole $odium# /a)epra9ole is an antiulcer drug in
the class of proton pump inhi)itors# 1ach enteric-coated of 5ini6 70 mg ta)let
contains /a)epra9ole $odium I-- 70 mg# $impl' to sa', 5ini6 is a gastric
medicine# It is used to treat conditions caused )' e6cessi"e acidit' in the
stomach, such as stomach ulcers and reGu6 disease# 5ini6 treats these conditions
)' reducing the amount of acid that one8s stomach makes#
Pr odct Def ni t i on
Therapeutic class D !nti-ulcerants
$u)-therapeutic class D %roton
%ump Inhi)itor
2osage form D Ta)let
$trengths D 70 mg
Eeneric name D /a)epra9ole
I--#
?
%.2 C"rrent &+r1et !it"+tion:
/a)epra9ole is the highest gro4ing generic in total anti-ulcerant market#
2ue to the highest gro4th of /a)epra9ole almost all leading companies
paid their deep concentration in this market and this generic market has
)ecome more competiti"e# ut, due to the una"aila)ilit' of the In:ecta)le
formulation of /a)epra9ole opsonin is losing the huge market share#
,psonin is thinking of launching the In:ecta)le formulation of /a)epra9ole#
It the' )ecome successful, it 4ill surel' make a noise in the /a)epra9ole
market#
This 'ear compan'8s main focus )rand is Fini* and the positioning 4ill )e
the fastest acting %roton %ump Inhi)itor in the treatment of E1/2 and the
most prefera)le choice in -$!I2s induced ulcer# The main focus target
segment is Eastroenterologist, E'necologist, 2entist, ,rthopedics,
Medicine specialist @ cardiologist#
%.2.1 &+r1et Decription:
The total %harma market in angladesh in 7017 is Tk# ;13A Million, of
4hich the !nti-ulcerant market consists of Tk# 17;= Million of 4hich tk#
1033 million is proton %ump Inhi)itor market# !n o"er"ie4 of the current
therapeutic market is sho4n )elo4D
IMS Therapeutic Class/ 2012
Code Sub class/ Value Share Growth
Molecule (MTK) (%) (%)
A02 Anti-ulcerant market 1296 100 12
A02B Proton Pump Inhibitors 1033 75 16
AZI0A1!abepra"ole 72 7 #3
B
5ini6 has alread' a "er' strong )rand image in /a)epra9ole market @ "er'
attracti"e sachet packaging to promote# ut to reach diHerent specialist,
the' 4ill arrange "arious scienti(c seminars and round ta)le discussion at
diHerent departments of diHerent institutions in future#
%.2.2 Pro#"ct Revie9:
!# %rice anal'sis of ,psonin8s )randD
Bra
nd
%ompa
ny
Stren)t+ Dosa)e
,orm
Pac(
si-e
'!P
.ncldin)
/#01Bo*
20a(a3
'!P
.ncldin)
/#010abl
et 20a(a3
5ini6 ,psoni
n
70 mg Ta)let 10610 <07#00 <#07
# %ack $i9eD
Prodct Si-e
5ini6 70 mg Ta)let 106108s
># $helf life
Prodct 4ears
5ini6 70 mg Ta)let 7
%.2.%: Co*petition Revie9:
;
5ini6 has alread' esta)lished as a "er' strong )rand in /a)epra9ole
market# The market share of 5ini6 is gro4ing da' )' da'# ut there are
some competitors present in the market# There are se"eral direct and
indirect competitors of 5ini6#
#. Direct %ompetitors:
Geeric! "abepra#ole 2012
$rad a%e Co%pa& Value (MTK) Mar'et Share (%) Growth (%)
Paricel A$I 15%&9 21 19
!abe Aristopharma 15%3# 20 #6
Aci'i( Be(imco 6%79 & 999
!asoni( Incepta #%9 5 -&
!abesec )ru* Int% 1%60 2 -19
!abeca +,uare 1%37 1 999
B. .ndirect %ompetitors:
5ini6 70 mg Ta)let is the fastest acting proton pump inhi)itor# $o the'
indirectl' compete 4ith other %roton %ump inhi)itors in the market#
Indirect competition 4ith other %%Is is sho4n in the follo4ing ta)les%
2012
$rad / Co%pa& Value (Share Growth
(MTK) (%) (%)
)%epra#ole *0+ * *
+eclo +-A 1#6 29 9
+eclo In.% 1%# 1 10
/osectil +01 101 20 9
10
/osectil in.% 1%6 1 73
2el3rin A$I #3 & 2
2el3rin In. 0%7 1 19
2012
$rad / Co%pa& Value (Share Growth
(MTK) (%) (%)
,so%epra#ole -2. - *-
4a(pro !A 72 22 2&
4a(pro In. 1%6 2 67
+e*el 53 #5 13 1#
+er*el In. 0%& 1 #5
6e(um +-A 22 6 21
6e(um In. 0%3 1 29
2012
$rad / Co%pa& Value (Share Growth
(MTK) (%) (%)
/atopra#ole 1.+ 1 11
Pantoni( IAP &1 5# 12
Pantoni( In. 3 3 -3
Pantobe( Be( 15 10 -3
># Market $hare of 5ini6D
Geeric! "abepra#ole 2012
$rad a%e Co%pa& Value (MTK) Mar'et Share (%) Growth (%)
1ini( 7P/ 7psonin 30%13 37
60
11
The current market share of 5ini6 @ its competitors8 is sho4n in the chart
)elo4D
%.2.(: Ditrib"tion Revie9:
>hannel of distri)ution of pharmaceutical product is the channel
through 4hich pharmaceutical products are distri)uted among the
customers# The manufacturing factor' of ,psonin %harma 0td# is located
at /upatoli, arisal# !fter collecting the products from the factor' through
the regional depots ,psonin %harma distri)utes (ni6 to the chemists )'
their o4n mean of transportation#
!e)ional Distribtion System:
17
%.% !,OT An+'$i:
.nternal environment
Stren)t+
/a)epra9ole is the fastest acting %%I among all %%Is#
5ini6 ensures fastest onset of action @ pre"ents e"en the slightest
chance of treatment failure#
5ini6 is alread' holding the highest market share in /a)epra9ole
market#
%regnant 4omaen can also use 5ini6 safel'#
5ini6 does not )ear an' e6tra cost for its e6clusi"e packaging (Tk#
<#00Ita)let) compared to other )rands#
5ea(ness
$pecialist 4ise target doctor promotional campaign 'et not done#
6*ternal environment
Opportnities
The market of /a)epra9ole is gro4ing 4ith a highest gro4th rate of
A3J among all %%Is#
!lread' /a)epra9ole is the most popular drug to the doctor among
the all %%Is due to its prompt action#
0+reats
/a)e, !ci(6, %aricel, /a)eca, $eclo, ,mep, 0osectil, Keldrin,
%antoni6, Ma6pro @ $ergel etc# are gro4ing 4ith a high gro4th rate
in /a)epra9ole Ta)let market#
13
%.( &+r1eting Objective : I"e:
'ar(eti n) Obj ecti ve
#Quanti tati ve Obj ecti ve:
o increase the prescription share o' 1ini( up to 508 9o' !abepra"ole:%
o achie;e 58 share o' Proton pump Inhibitors market b< achie;in* a sales ;alue o' k%
500 million maintainin* 1008 *ro=th 'rom the last <ear%
Sales Tar0et!
7nits
Stren)t+ Pac( si-e 0P 4ear
2813 281" 281$
5ini6 70 mg
Ta)let
100Cs 3??#AA 1<,;0,000 73,B<,000 3<,??,<00

/ale
Stren)t+

Pac( si-e 0P 4ear
2813 281" 281$
5ini6 70 mg
Ta)let
100Cs 3??#AA
=0,01,7;,=0
0
;0,00,00,00
0
1,3<,00,00,0
00
Total
&898192:9&
88
:898898898
88
193$9889889
888
Ero4th (J) 100 <0 <0
Prescription 0ar)et:
Lear 5orecasted
Market $i9e of
/a)epra9ole
Ta)let (MTK)
5orecasted
Ero4th (J)
%rescription
$hare (J)
7013 103 A3 <0
701A 1<A <0 <0
1A
701< 731 <0 <0
#Qualitative objective
To esta)lish 5ini6 70 mg Ta)let as a drug of choice in %roton %ump
Inhi)itors market#
Forecast o, commercial Pac( ; P+ysician Sample
%ommercial pac(
'ont+ <an Feb 'ar #pr 'ay <n <l
$K&
Molume Molume Molume Molume Molume Molume Molume
Malue Malue Malue Malue Malue Malue Malue
5ini6 70 mg
Ta)let
100000 110000 170000 170000 130000 1A0000 1<0000
3??AA00
0
A1<1BA0
0
A<7;7B0
0
A<7;7B0
0
A;0=?70
0 <7BA1=00 <==1=000
P+ysician Sample
'ont+ #) Sep Oct =ov Dec 0ot yr 0ot 4r
$K&
Molume Molume Molume Molume Molume Molume Molume
Malue Malue Malue Malue Malue Malue (T%)
Malue
(T%NM!T)
5ini6 70 mg
Ta)let
1<0000 1=0000 1=0000 130000 170000
1$9:8988
8
&898192:9
&88
<==1=000
=03;0A0
0
=03;0A0
0
A;0=?70
0
A<7;7B0
0
=0,01,7;,
=00
?0,71,AA,0
00
1<
'ont+
<an Feb 'ar #pr 'ay <n <l
$K&
Molume Molume Molume Molume Molume Molume Molume
Malue Malue Malue Malue Malue Malue Malue
(>,E$NM!T)
5ini6 70 mg
Ta)let
==000 ==000 ==000 ==000 ==000 ==000 ==000
31A1=0 31A1=0 31A1=0 31A1=0 31A1=0 31A1=0 31A1=0
#Business Objective
4ear Stren)t+ 7nit >'? >' in BD0
0otal >' in
BD0
7013 5ini6 70 mg Ta)let
1<,;0,00
0
3<
71,A<,77,B0
0
219"$9229@88
701A
5ini6 70 mg Ta)let 73,B<,00
0
3< 37,1?,BA,70
0
3291A9@"9288
701<
5ini6 70 mg Ta)let 3<,??,<0
0
3< AB,7=,?=,30
0
"@92&9A&9388
.sses:
In order to achie"e the o):ecti"e, the promotion 4ill aggressi"e and highl'
in"asi"e #Total Marketing and sales e6penditure )udget is a)out Tk# B0
million 4hich is around 10J of achie"a)le sales forecast#
%.; &+r1eting !tr+teg$:
B 'ar(et Se)mentation
1=
5ini6 70 mg Ta)let promotes to the follo4ing $peciali9ationsD
Eastroenterologists
E'enocologist
,rthopedicians
Medicine specialists
2entists
>ardiologists
E%
#Tar0et 1octors
1octor speciali#atio 2o3 o4
1octor
>astroenterolo*ists 500
><necolo*ist 1500
7rthope3icians 500
4e3icine specialists 1000
$ar3iolo*ists 500
>P 1500
Tota5 **00
BPosi ti oni n)
/a)epra9ole is an ideal choice of drugO
In the treatment of -$!I2s induced ulcer
! superior option in E1/2
1nsures fastest s'mptom relief from E1/2
Strategies: $ome strategies are follo4ed )' ,psonin %harmaD
BProdct Strate)y:
,psonin is the pioneer compan' that pro"ides 5inin6 (/a)epra9ole) 70mg
Ta)let in dou)le !lu-!lu )lister in dou)le !lu- !lu sachet packaging 4hich
ensures-
>onsistent therapeutic ePcac' throughout the shelf life#
1?
16tra protection from moisture
etter acceptance )' the patients
BPricin) Strate)y:
,psonin does not demand an' e6tra cost for the e6clusi"e !lu- !lu
packaging 4hich is onl' Tk# <#00ITa)let compared to other )rands# ,ther
)rands don8t ha"e such t'pe of modern packaging#
BDistribtion Strate)ies:
2istri)ution $trateg' is a plan created )' the management of a
manufacturing )usiness that speci(es ho4 the (rm intends to transfer its
products to its consumers# Raw materials are imported from various sources to
produce the product Finix in the factory at Rupatoli. From the factory products reach to the
two Central Stores one of which is in Dhaka & another one is in Barisal. From this central
stores Opsonin distriutes Fnix to its total !" depots y their own transportation system.
#fter $ettin$ the orders which is collected y %S& '(O they distriute the product to the
respective chemist shops.
)his is shown in the followin$ dia$ram*

1B
1;
Barisal 1actor<
)haka $entral +tore
Barisal $entral
+tore
)haka )epot
6ara<an*on. )epot
4<mensin*h )epot
0ishore*on. )epot
an*ail )epot
$hitta*on* )epot
$omilla )epot
$o(?s Ba"ar )epot
+<lhet )epot
4oulo;iba"ar )epot
B% Baria )epot
6oakhali )epot
$han3pur )epot
Barisal )epot
1ari3pur )epot
Patuakhali )epot
0hulna )epot
@essore )epot
0ustia )epot
Bo*ra )epot
!an*pur )epot
)ina.pur )epot
!a.shahi )epot
Pabna )epot
1ari3pur )epot
!a.shahi )epot
Che%ist Shop
Che%ist Shop
hrou*h $o;ere3 ;anA
Pick upA 3eli;er< ;anA
)eli;er< Assistant 9)A:
hrou*h $o;ere3 ;anA
Pick upA 3eli;er< ;anA
)eli;er< Assistant 9)A:
B%ommni cati on strate)i es
-o# of 2etailing %romotions D 07
-o# of /eminder %romotions D 0A
-o# of >linical Meeting D 10
-o# of /M%I%> Meeting D 0<
,psonin %harma 0td# maintain their communication 4ith their targeted
doctors and chemists through
$amples
%rinted materials (%ad, >alendar, 2iar', To4el etc#)
Eifts (%en)
0iterature etc#
Moreo"er, ,psonin oHers AJ discount to the chemists to impress them#
Basis o, p+ysician sample allocation:
(PP'
Doctor speciali-ation =o. o,
Doctor
PP'1doc
tor
0otal
nit
Eastroenterologists <00 B A000
E'necologist 1<00 = ;000
,rthopedicians <00 A 7000
Medicine specialists 1000 A A000
>ardiologists <00 A A000
E% 1<00 B 17000
0otaC $$88 3$9888
70
(Sample
Doctor speciali-ation =o. o,
Doctor
7nit1doc
tor
0otal
nit
Eastroenterologists <00 1= B000
E'necologist 1<00 17 1B000
,rthopedicians <00 B A000
Medicine specialists 1000 B B000
>ardiologists <00 B A000
E% 1<00 1= 7A000
0otaC $$88 &&988
8
( $ome e6tra literature 4ill )e needed for promotion to other doctor8s
BPrescription calclation
-o# of prescriptions required nationall' (calculated for 17 months)
2u%ber o4 prescriptios re6uired atioall&!
/roduct /ac' si#e
Tar0et Sales 2o3 o4 /rescriptio
7earl& Mothl& 7earl& Mothl&
1ini( 20 m* ablet 10(10 15A90A000 1A32A500 1A59A00A000 13A25A000
6%B% 7ne Prescription B10 ablet
2u%ber o4 prescriptios to be 0eerated b& each doctor!
/roduct /er 7ear /er Moth /er 8ee'
1ini( 20 m* ablet 2&90 2#0 60

2u%ber o4 tar0et doctors
/roduct
Tar0et 1octors
/er M/) Total
71
1ini( 20 m* ablet 3-# 5500
%.< Action Progr+*:
There are some action plans of ,psonin %harma 0imited that 4ill )e
performing during the 'ear according to their marketing strategies# !ction
program pro"ides ans4ers of the follo4ing questionsD
What will be done?
O $ome promotional campaigns 4ill )e performed to achie"e the
marketing o):ecti"e#
When will it be done?
O The entire 'ear 4ill )e di"ided into t4o campaigns#
Who is responsible for doing it?
O Their ($)M%,s 4ill )e responsi)le for performing these acti"ities#
ow much will it cost?
O !n estimated e6pected cost is gi"en in the )udges schedule#
Promotional %ampai)ns
%ampai)nD81
1. Objective:
To esta)lish 5ini6 70 mg Ta)let in !nti-ulcerants market
To highlight to the doctor that /a)epra9ole is the )est
molecule among all %%Is due to its unique superiorit'#
To esta)lish that 5ini6 is the ideal choice in E1/2 @ -$!I2s
induced ulcer
To achie"e the target of 5ini6 70 mg Ta)let during the
campaign period#
77
2. Activities:
2etailing promotion to the target doctor in the month of
Qanuar', 5e)ruar' @ Ma' 7013#
/eminder promotion to the target doctors in the month of
March, !pril @ Qune 7013#
3 Duration: Qan to Qune 7013#
4. Cycle Promotion:
Promotion
4onth
1 2 3 # 5 6
)etailin* C C - - C -
!emin3er - C C - C
. !arget "octors:
Eastroenterologists
E'necologist
,rthopedicians
Medicine specialists
>ardiologists
E%
#. Promotional tools: %%M @ $ample#
A. Action Plan:
73
i# 1ach ($) M%, 4ill select those doctors mentioned in the sample
challan and pa' them adequate "isit 4ith sample @ %%M#
ii# The ma:or target doctor for promoting the product is the
Eastroenterologist @ E'necologist# ($)M%, 4ill "isit the
Eastroenterologist @ E'necologist at least three times in a 4eek in
their territor' 4ith 5ini6 70 mg Ta)let# The >ardiologist and
,rthopedicians 4ill get A "isits in a month#
iii# The M%, 4ill highlight the )ene(ts @ superiorit' of /a)epra9ole o"er
%roton %ump Inhi)itors#
i"# ($)M%,s 4ill follo4 up the prescription of 5ini6 70 mg Ta)let of their
target doctor in their territor' @ 4ill ensure at least =0
prescriptionsI4eek from the target doctor#
"# 1ach M%, 4ill de"elop at least three )rand lo'al prescri)er of 5ini6
70 mg Ta)let in their territor' 4ho 4ill ensure at least 7A0
prescriptionsImonth#
"i# ($)M%,s 4ill identif' the prescri)er of /a)e, %aricel, !ci(6, /a)eca,
$eclo, >osec, 0osectil, Keldrin, ,mep, Ma6pro, $ergel, -e6um,
1soni6, 1soral, %antoni6 @ %anto)e6 etc# Ta)let prescri)ers as these
)rands are en:o'ing the ma:or prescription share @ 4ill con"ert
them in to the prescri)er of 5ini6 70 mg Ta)let in their territor'#
@. Cam$aign Bu"get
Moth /rited Materials /h&sicias Sa%ple Gi4t
T&pe 9t&
:it
/rice
Value
($1T)
T&pe 9t&
:it
/rice
Value
($1T)
T&pe 9t&
:it
/rice
Value ($1T)
@an /it 35000 5 1A75A000 20 m* ab% 66A000 9%11 6A01A260
1eb /it 35A000 5 1A75A000 20 m* ab% 66A000 9%11 6A01A260 5500 100 5A50A000
4ar +$ 35A000 2 70A000 20 m* ab% 66A 000 9%11 6A01A260
Apr +$ 35A000 2 70A000 20 m* ab% 66A 000 9%11 6A01A260 5500 100 5A50A000
4a< /it 35A000 5 1A75A000
20 m* ab% 66A 000 9%11 6A01A260

@un +$ 35A000 2 70A000 20 m* ab% 66A 000 9%11 6A01A260 5500 200 11A00A000
Sub total ;<-*<000 -=<0;<*=0 22<00<000
Total Cost o4 //M< Sa%ple ad Gi4t
7A
%ampai)n D82
%. Objective:
To esta)lish 5ini6 70 mg Ta)let as a )rand of choice in %roton
%ump Inhi)itors market#
To increase the prescription share of 5ini6 70 mg Ta)let#
To highlight to the doctor that /a)epra9ole is the )est and
superior molecule among all %%Is due to its unique superiorit'#
To esta)lish that 5ini6 is the ideal choice in E1/2 @ -$!I2s
induced ulcer
To achie"e the target of 5ini6 70 mg Ta)let during the
campaign period#
&. Activities:
2etailing promotion to the target doctor in the month of Qul' @
,cto)er 7013#
/eminder promotion to the target doctors in the month of
!ugust, $eptem)er, -o"em)er @ 2ecem)er 7013#
3 Duration: Qul' to 2ecem)er 7013#
4. Cycle Promotion
Promotion
4onth
7 & 9 10 11 12
)etailin* C - - C - -
!emin3er - C C - C C
7<
. !arget "octors:
Eastroenterologists
E'necologist
,rthopedicians
Medicine specialists
>ardiologists
E%
#. Promotional tools: $ample @ %%M#
A. Action Plan:
i# 1ach ($)M%, 4ill select those doctors mentioned in the sample
challan and pa' them adequate "isit 4ith sample @ %%M#
ii# The M%,s 4ill highlight the superiorit' of /a)epra9ole o"er other
%roton %ump Inhi)itors in the management of .'peracidit'
related disorder#
iii# ($)M%, 4ill frequentl' "isit the lo'al doctors pro"iding 7A0
prescriptions of 5ini6 70 mg Ta)letImonth 4ith adequate amount
of sample#
i"# %M2 4ill collect the name of the )est prescri)er (one doctor from
each territor') of 5ini6 70 mg Ta)let along 4ith the name#
"# ($)M%,s 4ill follo4 up the prescription of 5ini6 70 mg Ta)let of their
target doctor in their territor' @ 4ill ensure at least =0
prescriptionsI4eek from the target doctor#
"i# ($)M%,s 4ill identif' the prescri)er of /a)e, %aricel, !ci(6, /a)eca,
$eclo, >osec, 0osectil, Keldrin, ,mep, Ma6pro, $ergel, -e6um,
1soni6, 1soral, %antoni6 @ %anto)e6 etc# prescri)ers as these
)rands are en:o'ing the ma:or prescription share @ 4ill con"ert
them in to the prescri)er of 5ini6 70 mg Ta)let in their territor'#
7=
@. Cam$aign Bu"get
Moth
/rited Materials /h&sicias Sa%ple Gi4t
T&pe 9t&
:it
/rice
Value
($1T)
T&pe 9t&
:it
/rice
Value
($1T)
T&pe 9t& :it /rice
Value
($1T)
@ul /it 35A000 5 1A75A000 20 m* ab% 66A000 9%11 6A01A260
Au* +$ 35A000 2 70A000 20 m* ab% 66A000 9%11 6A01A260 5500 100 5A50A000
+ep +$ 35A000 2 70A000 20 m* ab% 66A000 9%11 6A01A260
7ct /it 35A000 5 1A75A000 20 m* ab% 66A000 9%11 6A01A260 5500 100 5A50A000
6o; +$ 35A000 2 70A000 20 m* ab% 66A000 9%11 6A01A260
)ec +$ 35A000 2 70A000 20 m* ab% 66A000 9%11 6A01A260 5500 100 5A50A000
Sub total =<-0<000 -=<0;<*=0 -><*0<000
Total Cost o4 //M< Sa%ple ad Gi4t
%.= !"cce &e+"re*ent:
Goals 4or 201-
/roduct :it $ud0et at T/ $ud0et at 2SI Total GM
1ini( 20 m* ablet 15A90A000 60A01A29A600 20A20A96A#96 21A#5A22A&00
$rad =0<01<2+<=00 20<20<+=<.+= 21<.*<22<>00
Goals 4or 201.
/roduct :it $ud0et at T/ $ud0et at 2SI Total GM
1ini( 20 m* ablet 23A&5A000 90A00A00A000 29A91A03A300 32A17A&#A200
$rad +0<00<00<000 2+<+1<0-<-00 -2<1;<>.<200
Goals 4or 201*
7?
/roduct :it $ud0et at T/ $ud0et at 2SI Total GM
1ini( 20 m* ablet 35A77A500 1A35A00A00A000 ##A&6A5#A950 #&A26A76A300
$rad 1<-*<00<00<000 ..<>=<*.<+*0 .><2=<;=<-00
%.> ."#get !"**+rie:
Moth
/rited Materials /h&sicias Sa%ple Gi4t Total
T&pe 9t&
:it
/rice
Value
($1T)
T&pe 9t&
:it
/rice
Value
($1T)
T&pe 9t&
:it
/rice
Value
($1T)
Value
($1T)
@an /it 35000 5 1A75A000 20 m* ab% 66A000 9%11 6A01A260
1eb 35000 5 1A75A000 20 m* ab% 66A000 9%11 6A01A260 5500 100 5A50A000
4ar +$ 35A000 2 70A000 20 m* ab% 66A000 9%11 6A01A260
Apr +$ 35A000 2 70A000 20 m* ab% 66A000 9%11 6A01A260 5500 100 5A50A000
4a< /it 35A000 5 1A75A000 20 m* ab% 66A000 9%11 6A01A260
@un +$ 35A000 2 70A000 20 m* ab% 66A000 9%11 6A01A260 5500 200 11A00A00
@ul /it 35A000 5 1A75A000 20 m* ab% 66A000 9%11 6A01A260
Au* +$ 35A000 2 70A000 20 m* ab% 66A000 9%11 6A01A260 5500 100 5A50A000
+ep +$ 35A000 2 70A000 20 m* ab% 66A 000 9%11 6A01A260
7ct /it 35A000 5 1A75A000 20 m* ab% 66A000 9%11 6A01A260 5500 100 5A50A000
6o; +$ 35A000 2 70A000 20 m* ab% 66A000 9%11 6A01A260
)ec +$ 35A000 2 70A000 20 m* ab% 66A000 9%11 6A01A260 5500 100 5A50A000
Sub
total
1-<=*<000 ;2<1*<120 -><*0<000
Total Cost o4 //M< Sa%ple ad Gi4t
7B
,?pected Sale
&898192:9&88
//M Cost 13A65A000
//M Cost Vs Sale (%) 0%238
Sa%ple Cost 72A15A120
Sa%ple Cost Vs Sale (%) 1%208
Gi4t 3&A50A000
Gi4t Cost Vs Sale (%) 0% 6#8
Total /ro%o@Cost 1A2#A30A120
/ro%o@Cost Vs Sale (%) 2%078
%.? Contro':
To increase the market @ prescription share and also to maintain the
e6isting )rand image of ,psonin %harma 0td# there need to )e controls in
place to monitor the planCs progress# ,psonin %harma 0td# monthl'
e"aluates the sales @ prescription of the M%,# ,psonin al4a's focuses in
maintaining the qualit' of their products# The' also pa' great attention to
costs, customer satisfaction and other factors that ma' aHect their
marketing o):ecti"es# There is a control team under ./ department 4hich
:o) is to super"ise the factors to maintain the qualit' and other factors
that can aHect their sales#
Biblio)rap+y
7;
Marketing Management, %hilip Kotler, 13th 1dition, 2orling
Kindersle' (India) %"t# 0td#, 7010 O 11#
httpDII444#opsonin#com, on 7<th Qanuar', 7013-07-01
# # # # # # # # # # # # # # # # # # # # # # # # # # # #
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