Dispercam Marketing Plan

DISPERCAM
Marketing Plan for 2011 @AXTantawy
1
•Over-veiew
•Market Place
Step 1: Situation •BCG matrix
analysis •POD vs POP
•SWOT analysis
•Target segment selection

Step 2: Market
Agenda
by AbdelRhman Tantawy
•TOWS Matrix || actions
Strategy •Positioning || Battle of minds
•Objective
Step 3:
•Physician
Communications •Hospital
MIX •Direct consumer
2
Step 1
SITUATION ANALYSIS
Where are we ?
3
Over-view
• Dispercan is a NSAID contain Piroxicam + Dispersible tablet
• The main usage as antirhumatic , anti-inflamatory and analgesic
• Unit market leader
antirhumatic ,
anti-
Piroxicam Dispersible DISPERCAM
inflamatory
and analgesic
4
Market Place || IMS data analysis
others
14%
Feldene
Unites 41%
Disperca
m
45%
5
Market Place || IMS data analysis
Soral others
supp 2%
6%
LE sales Disperca
m
27% Feldene
65%
6
That is Only the Piroxicam Market
7
What about the rest of NSAID
8
NSAID market
Oral Supp
Cataflam 50 Profined
Olfen Voltarin 100
Catafast Dolphin
Brufen
Celebrix
AMP
Voltain
Cataflam
Olfen
Feldene 10%
9
We have big competition
10
Market Place || IMS Data
Feldene
NSAID Piroxicam
Dispercam
11
Market Place || Competitive Analysis
• Primary :
• Feldene : Original and the heavy support by Pfizer
• Secondary :
• Voltaren: the no.1 AMP in Egypt
• Profined : Supp. no.1 in Hospital and prescription
• Cataflam : no.1 tablet
• Brufen: his safety add advantage .. But not in tablet (syrup only)
• Dolphin: recommended OTC product as a supp.
12
DISPERCAM + BCG matrix
High
Market Growth Rate
low
High low
Relative market share 13

DISPERCAM + BCG matrix
High
Market Growth Rate
low
High low
Relative market share 14

DISPERCAM + Product life cycle
We reach maturity and
competition will elevate decline
rate
15
DISPERCAM + Product life cycle
We reach maturity and
competition will elevate decline
rate
16
DISPERCAM + Ansoff’s Grids
Current Products New Products
Market Penetration Product Development

Current
Market
Strategy Strategy
Markets
Market Development Diversification Strategy

New
Strategy
17
DISPERCAM + Ansoff’s Grids
Current Products New Products
Market Penetration Product Development

Current
Market
Strategy Strategy
Markets
Market Development Diversification Strategy

New
Strategy
18
POD vs POP
19
POD vs POP : Primary
POD-Dispercam POP POD-Feldene
Sheep Safe Premium
Powerful brand Fast F-Flash
Ortho More activities
Selective COX-II
No ulcers
20
POD vs POP : Secoundary
POD-Piroxicam POP POD-NSAIDs
Safe NSAID Fast
Branded in Ortho Scale of D.F.
COX-II selective
No ulcers
21
DISPERCAM + SWOT analysis
Strength Weakness
Opportunity Safe Less sales activities
Fast Supp.
Sheep
Well known brand
Threats Market growth Current competition

Diclofenac shifting Heavy sales activities
Safety awareness
22
Step 2
MARKET STRATEGY
Planning
23
Dispercam USPs
• Safety
• Cost
• Dispersible
• Availability
• Multi-dosage form
24
TOWS Matrix
Strength Weakness
Safe Less sales activities
Fast Supp.
Sheep
Well known brand
Opportunity Market Penetration Long turn activities
Market Growth Focusing Support supp.
Diclofenac shifting
Competitive shift Branding
Safety awareness
Threats Focus on B class

Current competition
Heavy sales activities
25
Positioning
26
We will process with two type of positioning
27
Ortho. positioning
28
Ortho, positioning
Supp. positioning
29
1st
ORTHO POSITIONING
30
The Situation
31
The situation
• Due to market size and current situation (life cycle, BCG and Ansoff’s
Grids) , we have two ways to penetrate the market :
32
The situation
1st: New indication or segment  2nd: focus on current market 
market pentration branding
33
The situation
1st: New indication or segment  2nd: focus on current market 
market pentration branding
• Due to NSAID market size we recommend 2nd way for branding
34
Focus
35
Physician – Ortho Doctors
The analgesic and anti-
inflammatory is the most
proscribed drug in ortho Rx.
36
And they prefers Piroxicam
rather than Diclofenac
Amp tablet
37
Doctor need one name with
multi-dosage form to easily
complete the his Rx.
We have it ,, lets work on it
38
2nd
SUPP POSITIONING
39
Supp
Supp market share are almost not
significant
40
Supp
Supp market share are almost not We need to focus on supp. As
significant individual product
41
Step 3
COMMUNICATIONS MIX
actions
42
Objectives
Position Dispercam as
Elevate market share Brand name reminding
choice no,1 in Ortho Rx
Shifting from other Supp market
NSAID penetration
43
Target Segments
Dispercam
Direct
Physician
consumer
AMP + Tablet Supp AMP + Tablet Supp
Ortho Pediatric Bone pain Pediatric
General Hospitalized analgisic
44
Target Segments
Dispercam
Direct
Physician
consumer
AMP + Tablet Supp AMP + Tablet Supp
Ortho Pediatric Ortho Pedicatric
General Hospitalized General
45
2011 Campaigns
3. Direct
1. Ortho 2. Hospital
consumer
46
1.
ORTHO
47
Creative idea Generation
• Dispercam is no.1 between Piroxicam (unite sales)
• Piroxicam is the drug of choice for Ortho
48
DISPERCAM
Choice no.1
Between Bone Analgesics*
49
Creative idea Generation
Lets celebrate
Thanks for segmentation and positioning
50
Promotion materials
Event, Group
Printing materials Giveaways
meeting
Special edition free
Extra Bonus
samples
*Campaign theme and visuals will be provided in IMC plan 51

Promotion materials
Only
No.1
Physician
campaign
specialized in
target
Ortho
52
2.
HOSPITALS
53
Objective
Awareness about the

Dispercam Brand name
advantage other NSAID.
Graving.
(competitive shift)
Motivate Dispercam Rx
54
Strategy
Hospital
1. Doctors 2. Nurses
55
Creative Idea Generation
56
The Most powerful selling point is it is a selective COX-II Inhibitor
57
Too old,,, but effective
58
Lets re-run this campaign again
59
But in a new creative way…
60
But in a new creative way…

Key Activities
TOP 100 KOLs

Speaker Tour
Group meeting
Congress
Nurses motivation giveaways

3.
DIRECT CONSUMER CAMPAIGN
63
What we need in our campaign?
64
Creative
65
Simple
Creative
66
Creative
Simple
Into the point
67
What we have ?
68
Powerful
69
Safe
Powerful
70
Powerful
Safe
Economic
71
DISPERCAM
we make it
Powerful , Safe and Economic
72
Thanks
Ax.tantawy@gmail.com
73

Dispercam Marketing Plan

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DISPERCAM

Marketing Plan for 2011 @AXTantawy

•Target segment selection

Relative market share 13

Relative market share 14

Current Products New Products

Market Penetration Product Development

Market Development Diversification Strategy

Current Products New Products

Market Penetration Product Development

Market Development Diversification Strategy

Opportunity Safe Less sales activities

Threats Market growth Current competition

Opportunity Market Penetration Long turn activities

Threats Focus on B class

• Due to NSAID market size we recommend 2nd way for branding

We have it ,, lets work on it

Ortho Pediatric Bone pain Pediatric

General Hospitalized analgisic

Ortho Pediatric Ortho Pedicatric

General Hospitalized General

*Campaign theme and visuals will be provided in IMC plan 51

Awareness about the

*Campaign theme and visuals will be provided in IMC plan 61

TOP 100 KOLs

*Campaign theme and visuals will be provided in IMC plan 62

DIRECT CONSUMER CAMPAIGN

Into the point

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