Brand plan for 2010 glycomet (us vitamin) - mitesh shah
1. BRAND PLAN FOR
2010
BRAND – GLYCOMET (US VITAMIN)
YEAR
2010
PREPARED BY : MITESH SHAH
SUBMITTED TO : Mr. PRATIM VORA
YEAR 2010
2. BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)
PRESENTATION TEXT BY MITESH SHAH STEVENS BUSINESS SCHOOL
2
To provide our manager, our peers and our Representatives with a clear and
concise review of the primary strategies, the tactics and the performance objectives that we
have planned for the upcoming year. The reader of our Executive Summary should be able
to answer the following regarding our responsibilities, objectives and measurements for
the year:
Our annual unit sales and revenue objectives for the year.
Our most recent years' performance compared to our projected performance.
The primary strategies and tactics that will get us there.
Our customer segmentation scheme by history and by forecast.
Our rationale for our targeted regions and territories.
An overview of sales of our organization.
Our anticipated requirements for hiring, training and developing sales personnel.
Our measurement criteria.
This should concisely highlight brnd Plan.
This must be appealing, compelling and well organized enough for the reader to
obtain a very comprehensive understanding of our entire market and our plan of
attack.
EXECUTIVE SUMMARY
3. BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)
PRESENTATION TEXT BY MITESH SHAH STEVENS BUSINESS SCHOOL
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TABLE OF CONTENT
Sl. No. Particular Page No.
Company – US Vitamin profile 05
India Operation 05
Therapeutically segments covered in India 05
Business unit 05
Market Standing 06
Marketing capabilities 06
Distribution Network 07
Partners in India 07
Manufacturing facilities 08
Diabetes 08
Market in world 10
Brand – Glycomet Detail 11
Product Design 12
Price 14
Promotional Strategies 15
Effective promotional strategy 15
Pre Launch Activities 15
Post Launch Activities 16
Situational and Competitive Analysis 17
SWOT Analysis 19
4. BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)
PRESENTATION TEXT BY MITESH SHAH STEVENS BUSINESS SCHOOL
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Anti Diabetic Drugs – Existing Brands 21
Sales Plan 32
Sales Planning for the sales manager 32
Sales Objectives 33
Hiring Plan 42
Recruiting, Hiring and Training Table 43
Training Requirement 45
Plan our Incentive Package 45
Award Programs 46
Report and Monitor 48
5. BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)
PRESENTATION TEXT BY MITESH SHAH STEVENS BUSINESS SCHOOL
5
INDIA OPERATIONS
USV total sales for the year 2008-09 were Rs. 6050 million.
USV sales in India contribute to 68% of our total business.
USV rank 23rd in the Indian Pharmaceutical Industry (Source: ORG; April 2009) with
leadership positions in several product categories.
THERAPEUTIC SEGMENTS COVERED IN INDIA INCLUDE
Diabetes
Cardiovascular
Orthopaedics
Nutritional
Respiratory
Dermatology
Gynaecology
Paediatrics
CNS
BUSINESS UNIT
The domestic operations are divided into six business units each with
separate infrastructure for sales and marketing.
Condor
Focus on Diabetes
Corvette
Focus on Cardiology
Pharma
Focus on Gynecology,
Dermatology, Respiratory
and Pediatrics
Centra
Focus on Neurology and
Psychiatrist
Conquer
Focus on Diabetes and
Cardiology
Cosmeceutical
Focus on Dermatology and
Cosmetology
COMPANY – USV PROFILE
6. BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)
PRESENTATION TEXT BY MITESH SHAH STEVENS BUSINESS SCHOOL
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Market standing
Leader in Diabetes & Cardiology in terms of prescription generation.
Presence in Cosmetology with a leading European brand.
Presence in Nutritionals, Respiratory, Gynecology through innovative products from
partners in USA and Europe.
USV lead the oral anti-diabetic segment in India
in terms of value as well as prescriptions. USV have
maintained a leadership position in this segment for
almost two decades.
32% of our sales are contributed by the anti-
diabetic portfolio, which includes insulin.
We lead in the cardiovascular disease segment
in terms of prescription generation. In terms of value,
we rank amongst the first 10 companies in India. The
cardiology portfolio contributes 32% to our sales.
Presence in Respiratory, Nutritionals, Orthopedics and Gynecology segments is attributed
to innovative products through partnerships with companies from Europe and USA.
We have a significant presence in Dermatology with a leadership position in the anti-acne
segment. We have recently launched Sebamed range of skin-care products from Europe.
USV has also ventured into the CNS segment with the launch of a new division to cater the
needs of Neurologists and Psychiatrists.
MARKETING CAPABILITIES
We have a focused marketing team for every business unit. The emphasis is on
brand building:
Rigorous and regular medical and sales training of the field force
Enhancing knowledge about our products and related disease among physicians by
organizing Continuing medical education programs
Enhancing detection of undiagnosed diseases through detection camps
Enhancing patients' awareness about diseases by organizing several patient
education programs
Ethical promotion of pharmaceutical products
Some examples of our Brand Building Capabilities
We are the 3rd largest by prescription for calcium product
Our products have leadership positions in anti-oral diabetic, anti-coagulant and
multivitamin (without minerals) markets
Our focused marketing capabilities and ethical promotion of scientific products
resulted in establishing premium brands
7. BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)
PRESENTATION TEXT BY MITESH SHAH STEVENS BUSINESS SCHOOL
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DISTRIBUTION NETWORK
A 1300 strong sales team works to provide essential product information to over
150,000 Physicians and the distribution network of 1,270 stockiest and 55,000
retailers has the volume handling capability to deliver products to markets in the
fastest possible time.
Central Warehouse
22 Clearing & Forwarding (C&F) Agents
1270 Distributors
55,000 Retailers
Cold Chain capability
PARTNERS IN INDIA
Company Product
Therapeutic
category
Year of
partnership
Novartis, India Vildagliptin Diabetes 2008
Roche Xenical Anti-Obesity 2008
Sebapharma,
Germany
Sebamed Cosmeceuticals 2006
Fujix Inc., Japan TripleACal Nutritional 2004
Kissei, Japan Kissei, Japan Diabetes 2006
Engelhard,
Germany
Prospan Respiratory 2005
Alfa Wassermann,
Italy
Fluxum Cardiology 1994
Cimab IORT3 Nephrology 1994
OM Pharma,
Switzerland
Broncho-
Munal
Respiratory 2005
8. BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)
PRESENTATION TEXT BY MITESH SHAH STEVENS BUSINESS SCHOOL
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MANUFACTURING FACILITIES
US & EU approved solid oral dosages facility
The EU approved plant for tablets, coated tablets and capsules is state-of-the-art.
Built to cGMP standards and ICH guidelines, it is designed for unidirectional flow
of material.
The plant offers 6 packaging options including Blister, Strip, Alu-Alu, Pouch,
Bottle packaging and Bulk packaging. Bottle packaging will be available shortly.
Some highlights of this plant include centralized automated control systems that
detect minor variations in air and temperature levels in sterile zones, building
maintenance and water facilities that conform to international standards, and
back-up systems that ensure minimal downtime.
Salient features
Tablets, coated tablets and capsules.
Built to cGMP standards and ICH guidelines.
WHO-GMP approved.
Single shift capacity
o Tablets 3 billion
o Capsules 1.5 billion.
Approved by National Health Authority of Finland.
New inject able facility validated by US FDA
DIABETES
The global prevalence of Diabetes is estimated to increase from 4% in 1995 to 5.4%
by the year 2025.
Diabetes is steadily assuming epidemic proportions globally. As per IDF Atlas 2003,
a 62% increase in incidence of Diabetes is expected by year 2025.
Incidence of Diabetes is no longer restricted to the US & Europe.
In fact, maximal increase in the incidence of Diabetes is observed in the Developing
world. This is corroborated by the following observations:
Continent Year 2003 Year 2025 %
Incidence Estimates Change
SE Asia 39.3 81.6 108
Rest Asia + Aust. 43.0 75.8 76
Africa 7.1 15.0 111
Latin America 14.2 26.2 85
Family history of Diabetes, Age, Body Mass Index (BMI), waist to hip ratio and a sedentary
life-style showed positive association with diabetes in Indian population.
9. BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)
PRESENTATION TEXT BY MITESH SHAH STEVENS BUSINESS SCHOOL
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Our existing Brands for Diabetic Treatments
o Duotrol
o Glizide
o Glyboral
o Glycomet
o Glycomet SR
o Glynase
o Glynase MF
o Glynase XL
o GP 1 & 2
o Pioz
10. BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)
PRESENTATION TEXT BY MITESH SHAH STEVENS BUSINESS SCHOOL
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MARKET IN WORLD
Sri Lanka
USV ranks 13th among pharmaceutical companies in this market.
5 brands feature among the top 30 brands (IMS Dec. 08)
In the OHA segment Metformin and Pioglitazone are leaders.
In the Cardiovascular disease also USV is leading company.
Myanmar
We have a strong presence in the Nutritionals, Cardiovascular & Anti-Diabetes segments
through promotion of our products by an active and aggressive field force. Our
Multivitamins, Piolitazone and Fenofibrate are leaders in their respective segments.
Cambodia
Our approach in Cambodia is to create an awareness for and acceptance of Chronic Care
segments, that is, Diabetes and Cardiovascular diseases. We have a strong presence in
Multivitamin and Pain Management segments. Our focus is on brand building through an
aggressive sales team and strong distribution.
Singapore
USV has a strong presence in the diabetes segment in the Diabetes segment. Glycomet the
star product is available in many hospitals through tenders.
AFRICA
USV present Uganda, Sudan and Kenya. A blend of Cardiology and Anti-diabetes products
along with select Nutritionals are promoted in these countries by Distributors.
USV will soon be launching products in the Francophone region with business commencing
in Benin, Cameroon, Ivory Coast, Niger and Burkina Faso.
CIS
USV operates in Kazakhstan and Ukraine through its own field force, working towards
building strong brand equity with leading Endocrinologists and Cardiogolists. USV also a
presence in the Nutritionals and Pain Management segments in these markets.
11. BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)
PRESENTATION TEXT BY MITESH SHAH STEVENS BUSINESS SCHOOL
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Glycomet
Ingredients Each tablet contains metformin 500mg,
850mg, 1000mg
Category
Anti-hyperglycemic, insulin sensitizer
Indications
Obese/non obese type 2 diabetes
mellitus, as a monotherapy or in
combination with sulfonlyureas,
thiazolidinediones and insulin
It is also used in type 1 diabetes
along with insulin
Polycystic ovarian syndrome
Dosage 1/2 tablet to 2 tablets once daily to be taken
before or after meals.
Disclaimer
Products under patents are offered for sale
only in those countries where patents have
expired.
The FDA approved this medication in December, 1994
Countries Trade Name of Glycomet
USA Glucophage, glucophage xr, glumetza
Canada
Apo-metformin, gen-metformin, glucophage,
glycon, novo-metformin, nu-metformin
Mexico Dabex, dimefor, glucophage
Other Countries
Gluformin l, gluformin, bigesens, bigomet,
cetapin, diaformin, diamet, dibeta-sr,
dibimet, e met, emfor, zetfor, zomet,
glyciphage, glycomet.
BRAND – GLYCOMET DETAIL
12. BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)
PRESENTATION TEXT BY MITESH SHAH STEVENS BUSINESS SCHOOL
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GLYCOMET (metformin hydrochloride) Tablets
500 mg Bottles of 100
500 mg Bottles of 500
850 mg Bottles of 100
1000 mg Bottles of 100
GLYCOMET 500 mg tablets
Round
White to off-white
Film-coated tablets debussed with “BMS 6060” around the periphery of the tablet
on one side
“500” debussed across the face of the other side
GLYCOMET 850 mg tablets
Round
White to off-white
Film-coated tablets debussed with “BMS 6070” around the periphery of the tablet
on one side
“850” debussed across the face of the other side.
GLYCOMET 1000 mg tablets
White
Oval
Biconvex
Film-coated tablets with “BMS 6071” debussed on one side and “1000” debussed on
the opposite side
PRODUCT DESIGN
13. BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)
PRESENTATION TEXT BY MITESH SHAH STEVENS BUSINESS SCHOOL
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A bisect line on both sides
GLYCOMET XR (metformin hydrochloride) Extended-Release Tablets
500 mg Bottles of 100
750 mg Bottles of 100
GLYCOMET XR 500 mg tablets
White to off-white
Capsule shaped
Biconvex tablets
“BMS 6063” debussed on one side
“500” debussed across the face of the other side
GLYCOMET XR 750 mg tablets
Capsule shaped
Biconvex tablets
“BMS 6064” debussed on one side
“750” debussed on the other side
The tablets are pale red and may have a mottled appearance
14. BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)
PRESENTATION TEXT BY MITESH SHAH STEVENS BUSINESS SCHOOL
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Product Price Quantity
Glycomet 500mg Rs. 12.22 10 Tablets
Glycomet 850mg Rs. 16.40 10 Tablets
Glycomet 1000mg Rs. 32 10 Tablets
Glycomet XR 500mg Rs. 20.24 10 Tablets
Glycomet XR 750mg Rs. 32 10 Tablets
PRICE
15. BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)
PRESENTATION TEXT BY MITESH SHAH STEVENS BUSINESS SCHOOL
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Effective Promotional Strategy
Advertising media
Print media (newspaper, magazine, classified ads, brochure)
Networking
Business cards
Tee shirts, hats, buttons, pens
Printed promotional material
Audio-visual and computer-based promotional material
Develop a promotional strategy that uses various media for promoting our brand.
Monitor the different media identifying those that most effectively promote our
brand. Concentrate on developing material for these formats that clearly identifies
our brand.
PRE LAUNCH ACTIVITIES
The target audience for the horizon scanning and planning information includes:
NHS(National Health
Service) Commissioners
Formulary or directorate
pharmacists
PCT(Primary care trust)
pharmacists
Senior pharmacy managers
Directors of Public
Health
Finance directors
Chief executives
National Horizon Scanning
Centre
Department of Health
NICE implementation leads
The target audience for New Medicines Profiles and Therapeutic Class Summaries is:
Medicines information
pharmacists
Formulary or directorate
pharmacists
PCT pharmacists Senior pharmacy managers
Prescribers from
primary and secondary
care
Prescribing committees
PROMOTIONAL STRATEGY
16. BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)
PRESENTATION TEXT BY MITESH SHAH STEVENS BUSINESS SCHOOL
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POST LAUNCH ACTIVITIES
Time to market: Worst enemy of the regulator
Reducing uncertainties that preexist when drugs are taken into the market (long
term outcomes, efficacy/safety in some populations)
Commitments: which data should be collected post launch?
Grey zone, not specifically regulated, unclear ownership and funding
Need for stakeholder collaboration
Need for incentives: case of personalized (stratified) medicine
17. BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)
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Situational Analysis
Some of the factors to be considered in conducting a situational analysis are:
The economic structure of the India and its individual communities
Topographical and other physical characteristics of the India
Governmental, public, private, community, and other support systems available
Characteristics of the population, including:
o Educational levels
o Cultural characteristics
o Life styles and living standards
o Primary occupations
o Income levels
o Communities and their distinguishing characteristics
o Mobility and rates on inflow and outflow of citizens
o Any other aspect of society that may be useful in assessing factors such as
attitudes, motivation, and other characteristics of individual learner groups.
A useful tool in performing a Situation Analysis is what we might call The C's of
Marketing. The C's of marketing help companies focus on key elements that apply
directly to marketing.
The 5 C's of Marketing can be summarized as:
Company
The product time line, experience in the market, etc.
Collaborators
Distributors, suppliers, and alliances. These are for companies that you work
with on a day to day basis to help company run.
Customers
This is our market. Ask yourself what benefits they are looking for. Where the
customer does actually purchases your product? How the product is purchased
(internet, etc)? Understand the quantity a customer will purchase and even
trends in consumer tastes.
SITUATIONAL & COMPETITIVE
ANALYSIS
18. BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)
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Competitors
Both our actual and potential competitors and those that directly or indirectly
compete with us. Understand our products, positioning, market shares,
strengths and weaknesses.
Climate (or Environment)
These are governmental policies and regulations that affect the market. It is also
the economic environment around our company; which is the business cycle,
inflation rate, interest rates, and other macroeconomic issues. Society's trends
and fashions are found in the "climate."
Important Factors to Consider in Competitive Analysis
Define target market.
Determine the size of the target market.
Drill down to specific segment within the target market.
Define the size and the revenue opportunity that segment represents.
Determine how fast the overall market and specific segment are growing.
Identify your direct and indirect competitors and understand their impact on you.
Identify the features that differentiate your product from the competitors.
19. BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)
PRESENTATION TEXT BY MITESH SHAH STEVENS BUSINESS SCHOOL
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Strengths
Low cost of production
Large pool of installed capacities
Efficient technologies for large number of Generics.
Large pool of skilled technical manpower
Increasing liberalization of government policies
Opportunities
Aging of the world population
Growing incomes
Growing attention for health
Saturation point of market is far away
New therapy approaches
New delivery systems
Globalization
Easier international trading
New markets are opening
Weakness
Fragmentation of installed capacities
Low technology level of Capital Goods of this section
Non-availability of major intermediaries for bulk drugs
Lack of experience to exploit efficiently the new patent regime
Low key R&D
Low level of strategic planning for future and also for technology forecasting
Threats
Containment of rising health-care cost
Stricter registration procedures
High entry cost in newer markets
High cost of sales and marketing
Competition, particularly from generic products
More potential new drugs and more efficient therapies
Switching over form process patent to product patent
Drug Price Control Organization (DPCO)
SWOT ANALYSIS
20. BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)
PRESENTATION TEXT BY MITESH SHAH STEVENS BUSINESS SCHOOL
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To create a brand promise, it should be:
Grounded in the brand’s core values
Clearly relevant and engaging to our target market
Repeated internally and externally within our organization
Adaptable to the climate
Continually reinforced
Consistent across advertising and marketing mediums
21. BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)
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ANTI DIABETIC DRUGS
INGREDIENT NAME
MARKET NAME
COMPANY
NAME
QUANTITY PACKING
PREPARATION OF
METFORMIN
BIGESENS ZYDUS CADILA 500MG 10 TAB XR
1GM 10 TAB XR
BIGOMET
OTSIRA
GENETICA
250MG 10TAB
500MG 10TAB
850MG 10TAB
500MG 10 TAB SR
1000MG 10 TAB SR
CETAPIN AVENTIS 500MG 10TAB
D-BAY ARGUS 500MG 10TAB
850MG 10TAB
DAOMET JB CHEMICAL 500MG 10 TAB SR
100MG 10 TAB SR
DIAFORMIN CFL 500MG 10TAB
DIAMET BAL PHARMA 500MG 10TAB
850MG 10TAB
500MG 10 TAB SR
1000MG 10 TAB SR
DIBETA-SR 500 TORRENT 500MG 10 TAB SR
1GM 10 TAB SR
DIBIMET NOVARTIS 500MG 10TAB
EMET
ELEGANT
DRUGS
500MG 10TAB
EMFOR STADMED 500MG 10TAB
ANTI DIABETIC DRUGS – EXISTING
BRANDS (SOURCE – INDIAN DRUG
RECORD)
23. BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)
PRESENTATION TEXT BY MITESH SHAH STEVENS BUSINESS SCHOOL
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METCOM COMED 500MG 10TAB
850MG 10TAB
METLONG PANACEA 500MG 10TAB
METMIN JENBURKT 500MG 10 TAB
MF-SR PIL 500MG 10 TAB SR
1GM 10 TAB SR
RIOMET OD RANBAXY CV 500MG 10TAB
1GM 10TAB
WALAPHAGE WALLACE 500MG 10 TAB
850MG 10 TAB
XMET HEALTHEON 250MG 10 TAB
500MG 10 TAB
850MG 10 TAB
ZETFOR RAPTAKOS 500MG 10 TAB
850MG 10 TAB
500MG 10 TAB CR
ZOMET INTAS 500MG 10 TAB
850MG 10 TAB
500MG 10 TAB SR
1000MG 10 TAB SR
COMBINATION OF
METFORMIN &
GLIBENCLAMIDE
BENCLAMET
RPG LIFE
SCIENCE
METFORMIN
400MG
10 TAB
GLIBENCLAMID
E 2.5MG
BENCLAMET
FORTE
RPG LIFE
SCIENCE
METFORMIN
500MG
10 TAB
GLIBENCLAMID
E 5MG
DIABETROL NPIL
METFORMIN
500MG
10 TAB
GLIBENCLAMID
E 5MG
DUOTOROL USV
METFORMIN
500MG
10 TAB
GLBENCLAMIDE
5MG
GLIBOMET
MENARINI
RAUNAQ
METFORMIN
HCL 400MG
10 TAB
24. BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)
PRESENTATION TEXT BY MITESH SHAH STEVENS BUSINESS SCHOOL
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GLIBENCLAMID
E 2.5MG
GLIBOMET FORT
MENARINI
RAUNAQ
METFORMIN
HCL 500MG
10 TAB
FORTE
GLIBENCLAMID
E 5MG
GLUCONIL-M BAL PHARMA
METFORMIN
HCL 500MG
10 TAB
GLIBENCLAMID
E 5MG
GLUCORED SUN PHARMA
METFORMIN
400MG
10 TAB
GLIBENCLAMID
E 2.5MG
METFORMIN
500MG
10 TAB
FORTE
GLIBENCLAMID
E 5MG
GLUCOTRAC INTRA LABS
METFORMIN
400MG
10 TAB
GLIBENCLAMID
E 2.5MG
GLUCOTRAC PLUS INTRA LABS
METFORMIN
500MG
10 TAB
GLIBENCLAMID
E 5MG
GLYCURB / FORT
WIN
MEDICARE
METFORMIN
400MG
8*7 TAB
GLIBENCLAMID
E 2.5MG
METFORMIN
500MG
8*7 TAB
GLIBENCLAMID
E 5MG
MELITUS NPIL
METFORMIN
400MG
10 TAB
GLIBENCLAMID
E 2.5MG
SUGATROL ARGUS
METFORMIN
400MG
10 TAB
GLIBENCLAMID
E 2.5MG
COMBINTION OF
METFORMIN & GLIPIZIDE
BIMODE-M
NUCRON
PHARMA
METFORMIN
400MG
10 TAB
GLIPIZIDE
2.5MG
DIACON-M BAL PHARMA
METFORMIN
500MG
10 TAB
31. BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)
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PIOGLITAZONE
30MG
PIOGLIT-MF SUN PHARMA
METFORMIN
500MG
10 TAB
PIOGLITAZONE
7.5MG
PIOKAP MF KAPL
METFORMIN
500MG
10 TAB
PIOGLITAZONE
15MG
PIOGLU-M EMCURE
METFORMIN
500MG
10 TAB
PIOGLITAZONE
30MG
PIOLET M SR INTAS
METFORMIN
500MG
10 TAB
PIOGLITAZONE
15MG
PIOSAFE-MF SR
OTSIRA
GENETICS
METFORMIN
500MG
10 TAB
PIOGLITAZONE
15MG
PIOZONE M NPIL
METFORMIN
500MG
10 TAB
PIOGLITAZONE
15MG
PIOZULIN M15 SR
CADILA
PHAARMA
METFORMIN
500MG
10 TAB
PIOGLITAZONE
15MG
PIOZULIN M30 SR
CADILA
PHAARMA
METFORMIN
500MG
10 TAB
PIOGLITAZONE
30MG
PIZORAD-MSR RADIUS
METFORMIN
500MG
10 TAB
PIOGLITAZONE
15MG
32. BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)
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SALES PLANNING FOR THE SALES MANAGER
Following steps are required for building a Winning Sales Plan
Summarize our Objectives
Identify the Strategic Objectives
Assess Prior Sales Performance
Segment our Customers
Set This Year's Objectives
Develop Territories Action Plans
Develop Key Accounts Plans
Measure and Monitoring Results
Establish our Annual Sales Planning Cycle
Write the Executive Summary
There are three primary sections to the Sales Plan:
Understand our Sales Objectives
Develop our Action Plans
o Rep Territory Plans
o Rep Key Account Plans
Measure and Report our Results
The next page outlines how the Sales Plan that we will develop fits into the overall
planning requirements of the business.
SALES PLAN
33. BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)
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Understand our Sales Objectives
Identify the Sales objectives:
To present an overview of our brand's sales objectives as they are defined in our
objectives.
This introductory section of our Sales Plan requires us to identify the specific overall
sales objectives as reflected in the annual plan. The purpose of this exercise is to
ensure that we clearly understand the sales requirements of the brand plan on a
quarterly basis and the company's overall brand planning objectives.
The template that is on the next page is a generic table that should be modified and
filled in to reflect the specific definitions of our own products. This particular
template defines the quarterly sales objectives for products in terms of sales
revenue, units and market share. In fact, we may have just one product and
additional objectives that we monitor.
Objectives:
Modify this template to fit our own requirements and fill in the Sales Revenue
numbers, the unit Sales numbers and the market share percentages by quarter.
34. BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)
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Category Q1 Q2 Q3 Q4 Total
Total Sales(Rs)
Sales of Glycomet 500mg
Unit Sales of Glycomet 500mg
Sales of Glycomet 850mg
Unit Sales of Glycomet 850mg
Sales of Glycomet 1000mg
Unit Sales of Glycomet 1000mg
Sales of Glycomet XR 500mg
Unit Sales of Glycomet XR 500mg
Sales of Glycomet XR 750mg
Unit Sales of Glycomet XR 750mg
Market Share of Glycomet 500mg
% % % % %
Market Share of Glycomet 850mg
% % % % %
Market Share of Glycomet 1000mg
% % % % %
Market Share of Glycomet XR 500mg
%
% % % %
Market Share of Glycomet XR 750mg
%
% % % %
Summarize the existing sales performance
Objective of this section is to present the sales data that identifies...
The historical sales performance during the past one to three years depending on
the specific performance criteria, and...
The current sales performance.
The intent of this section is to help understand the current perspective of the sales
and market share performance of the company.
35. BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)
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The information displayed in below graphs should set the stage that will enable us
to set this year's objectives.
Outlined below are specific sales performance templates of graphs and tables that
should be modified to reflect our own products and the types of objectives that we
report.
Total Net Sales: 5 years history / this year's BUSINESS PLAN
The first graph outlines total net sales (in this example by Rs) for the prior five years
with the current BRAND PLAN projection of sales for 2010-2011.
Having displayed in the prior graph a baseline of historical annual performance and
compared this to this year's BRAND PLAN objective, this next graph would display
the prior year's sales performance by quarter compared to the sales plan objectives.
The use of this data is to graphically show us how the sales results have trended
during the prior year and provide us with a guideline for setting our quarterly
objectives for this upcoming year.
2005
2006
2007
2008
2009
2010
7.5 8 10.3 11 13
7 9 10
13 15
25
Total Net Sales By Year: Actual to Plan
Actual Sale(Rs. In Cr) Plan Sale (Rs. In Cr)
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Market Share Graphs:
These graphs quickly display the positioning of our products compared to those of
our competitors. Again, this information provides us with an historical baseline
enabling us to more productively create our own objectives for this upcoming year.
Market Share Trend
This first displays an easy-to-read bar graph of market share growth over the
period of the prior four years.
2009 Q1
2009 Q2
2009 Q3
2009 Q4
1.5
2.5
4
5
2.5 3
4
5.5
Sales Result For Prior Year By Quarter
Compared To Plan
Actual Sales(Rs. In Cr) Plan Sales (Rs. In Cr)
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Develop our Actions Plans
We will establish the objectives, the tactics and the primary action plans that will be
used by us and by our Sales Representatives during the entire year. It is also in this
section that we will work with our Sales Representatives to create their Territory
Plans and their Key Account Plans.
Segment our Customers
Segmentation Tiers
Objective of this is to present specific examples of customer segmentations as they
relate to...
o The numbers of target customers in each tier, and
o The number of end users in each tier.
Segmentation by customer classifications should be used as a tool for us to...
o Plan the specific type of sales tactics that we will use for each tier.
o Determine the sales call frequency patterns that will be applied to each tier.
We should modify our own customer segmentation depending on...
o The overall number of customers in our territory, and
2006
2007
2008
2009
2
4
6 7
6
5
8
10
5 5.5 7 8
8
10.3 11
13
Market Share Trend Over 4 Prior Years
Zydus Cadila (Bigesens) Aventis (Cetapin) Novartis (Dibimet) USV (Glycomet)
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o The level of the complexity of the sale process, and
o The maturity of our products in our markets.
Create our Reach & Frequency Objectives
Objective of this is to present the monthly sales call frequency patterns that are
expected of our Sales Representatives.
Set This Year's Objectives
Objective of this section is to define the specific annual sales objectives in a clear and
easy-to-understand manner which is both highly quantifiable and qualitative.
Revenue and Market Share Objectives:
J F M Q1 A M J Q2 J A S Q3 O N D Q4 Total
Total Sales
Sales in Rs
of
Glycomet
500 mg
Sales Unit
of
Glycomet
500mg
Tiers
Number of
physician's
Number
of calls
per
month
Priority
1
2
3
4
Totals
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Sales in Rs
of
Glycomet
850 mg
Sales Unit
of
Glycomet
850mg
Sales in Rs
of
Glycomet
1000 mg
Sales Unit
of
Glycomet
1000mg
Sales in Rs
of
Glycomet
XR 500 mg
Sales Unit
of
Glycomet
XR 500mg
Sales in Rs
of
Glycomet
XR 750 mg
Sales Unit
of
Glycomet
XR 750mg
Market
share of
Glycomet
500mg
Market
share of
Glycomet
850mg
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Market
share of
Glycomet
1000mg
Market
share of
Glycomet
XR 500mg
Market
share of
Glycomet
XR 750mg
Set our End User Objectives
Objective of this is to define the specific monthly and quarterly end user objectives
in a clear and easy-to-understand manner which is highly quantifiable. One of these
tables should be completed for each product.
In the table shown below, the term, "Baseline" has been used to define the total end
user population that we are beginning with."New" end users refer to the number of
end users who have not previously been on any therapy. "Switched" end users refer
to those end users that have transitioned from a competitor's product.
J F M Q1 A M J Q2 J A S Q3 O N D Q4 Total
End
Users
Base Line
New
Switches
Total
Set our Customer Objectives
Objective of this is to define the specific monthly and quarterly customer objectives
in a clear and easy-to-understand manner which is highly quantifiable. One of these
tables should be completed for each product.
In the table shown below, the term, "Baseline" has been used to define the total
customer population that we are beginning with. "New “customers refer to the
number of customers added each month. "Lost” customers refer to those customers
that have transitioned from our product to a competitor's product.
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J F M Q1 A M J Q2 J A S Q3 Oct N D Q4 Total
Customer
Base Line
New
Lost
Total
Plan our Sales Force Structure
Objective of this is to define the critical objectives as they relate to the hiring,
training and development of our Sales Manager, and our Sales Representatives.
Organizational Structure
Objective of this is to graphically show the planned organizational structure for this
year.
Shown below is a simple table of a structure that is currently being employed at a
business unit level.
Plan of Hiring Timetable
Objective of this is to identify...
When the hiring process will begin, and
When the position will be filled, and
When the training will take place, and
The timing for revenue impact in the territory.
Hiring Plan
The following is a table of a hiring plan that should be developed over the period of
our brand Plan.
We should identify in the table below the quarter in which we must have in place
any new hires that are required to make our plan successful.
The purpose of this table is to create a visual map of our hiring plan for the entire
year.
The next step in this process is for us to develop a detailed recruiting and training
timetable that will provide the back up for these dates.
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Hiring Table
Positions Q1 Q2 Q3 Q4 Total
List any
manager
positions
List the
specific rep
territories
(number
of
people)
List any
staff
positions
Recruiting, Hiring and Training Table
Now that we have defined the quarterly timetable for our expansion or for our
replacement hires during the year, we need to fill in the monthly table below with
the various components of the hiring process to ensure our hiring objectives, and
therefore, our sales objectives will be met.
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Recruiting, Hiring and Training Table
Category
Month
1
Month
2
Month
3
Month
4
Month
5
Month
6
Profile
Position
Confirm
approval
Hire
Recruiter
Screening
Interviewing
Training
Internal
Training
Field
Monitor
performance
Fully
Productive
Review
performance
Plan our Training Needs and Requirements:
This details the training requirements for the following categories...
All new sales and marketing hires.
Developmental management training and education for our sales and marketing
Manager.
Developmental sales and marketing skills training for our existing Representatives.
Developmental clinical training for our existing Representatives.
Other than the training for new hires, this training should be based on the job
requirements of the various positions and our assessment of our current
Representatives that some of them may not adequately fill those requirements. This
inability may be due to a lack of experience or exposure or training.
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Questions to be asked:
Is there any product related information that my sales force or I require to exceed
our objectives?
Is there any company related information that my sales force must know to remain
well informed?
Is there any new competitive information my sales force needs that will assist them
in exceeding our objectives?
Are there any areas of weakness in sales skills, clinical knowledge, territory
knowledge or account management skills that can be taught or reinforced through
training?
Are there skills that I need to improve my capabilities of sales management?
Total Number of customers within territory
Number of target customers as a percentage of total %
Coverage of target customers (YTD) %
Number of accounts in territory %
Number of target accounts as a percentage of total %
Daily Call Average
Training Requirements
Training Requirements
Category Jan Feb Mar Apr May Jun July Aug Sep Oct Nov Dec
Sales Manager
Development
of Education
Management
Skills Training
New Hires
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45
New Hire
Training
Current Reps
Product
Training
Clinical
Training
Sales Skills
Training
Plan our Incentive Packages
This outlines the primary components of our annual incentive planning for our
Representatives.
Sales Representatives Incentive Planning
Before we begin to detail our incentive plan, we need to answer the following
questions in as much detail as possible in order to ensure clarity not only for we but
also for our Representatives and any other associated departments, such as
Personnel and Finance, who will review and work with our incentive plan.
Answers to the following questions should be filled in as part of our Sales Plan.
The questions that should be answered here are similar to those above for the
following...
What are the Objectives of our Incentive Plan?
What are the Measurements?
What are the Criteria that will be used?
What is the Time Frame?
What is the Pawet Table?
What is the Eligibility?
Awards Programs
In addition to the annual incentive plan we have detailed above, the purpose of this
section is to identify the primary incentive and award programs that will occur
during the year and their proposed timetable. These may be specific incentive
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programs that are annual or quarterly, or award programs that will be given at
national sales meetings.
Examples are: Sales Rep of the Year, Sales Rookie of the Year, and Council of
Excellence.
Incentive
Program
Description Territories Month
Opportunity Segments
What are the Opportunities? What are the Primary Tactics?
Obj.
Tactics or
Action Items
Budget or
Resources Required
Return on
Investment Criteria
Month to be
Completed
1.
2.
3.
4.
5.
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Report & Monitor
This section details the monthly reporting requirements.
Recommended Monthly Reports
The importance of monthly reports is that they should provide an effective and
efficient means of communicating results. Monthly reports should be developed by
both we as well as the Sales Manager and by our individual Representatives.
Reports should be consistent in their format since they are going to be used as
communication tools to a number of people in a variety of departments.
Reports should be short, concise and to the point detailing performance against
objectives, primary accomplishments and items of primary interest.
Reports should be detailed and heavily quantifiable reporting both objectives and
results.
Reports should be proactive rather than reactive and should avoid defining history
"for the record".
Reports must be regarded as a useful tool and not "busy work"; therefore, they
should be equally easy-to-complete and easy-to-read.
We can provide them with examples of a planning and monitoring format that have
been used during the past year and proven to be a very effective tool among a large
sales force.
They are typically the monthly report formats that are used by US Regional
Directors.
These particular formats resulted from the Regional Directors working together to
define a reporting and monitoring tool that would be useful to them as managers
and useful as a communication vehicle for information given to other departments.
REPORT AND MONITOR
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monthly sales report/forecast (template)
Sales
dept/tea
m ………….
Month
…………
This basic sales report/forecast tool is for a small or new businesses which do not yet have a
computerized full management information system, which would normally integrate sales reporting
with other business processes.
Month cumulative (year to date)
sales for month actual Plan variance %
actua
l
plan variance %
volumes/quantity/number
number of orders
average order value
next month forecast f'cast Plan variance % f'cast plan variance %
volumes/quantity/number
number of orders
average order value
quarter forecast f'cast Plan variance % f'cast plan variance %
volumes/quantity/number
number of orders
average order value
year forecast f'cast Plan variance % f'cast plan variance %
volumes/quantity/number
number of orders
average order value
summary/forecast of sales performance and activities
comments on internal services affecting sales and customers (e.g., order processing, customer services,
stock, distribution and deliveries/installations, service support, invoicing, major/national contracts,
new product development, recruitment and training, etc)
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competitor activity
market comments (trends, developments, SWOT factors of note, i.e., strengths, weaknesses,
opportunities, threats)
Report compiled by ……………...………..….. Date ………………..
Leading and Lagging Indicators
It is recommend that we need to monitor both the "Leading" and the "Lagging"
Indicators on a daily, weekly and monthly basis in order to track and consistently
forecast the performance of our brand. By tracking these results in this manner, we
keep our self fully knowledgeable of what is happening in the field and ensure that
we and our brand will not be surprised.
Provided below are examples of indicators that we should consider monitoring:
We recommend that we begin this monitoring system formally, but use only a
limited number of indicators to begin in order to assure that the process of data
collection and reporting actually takes place consistently. Nothing would be more
confusing to our management efforts than to begin this tracking process and then
abandon because it became too difficult to administer.
Leading Indicators to Monitor
Daily Sales Flash of ex-factory (shipments) sales
Wholesaler inventory levels
New end user referrals
Sales rep reports on new business
Sales rep call activity reports
Red Alerts: Competitive activity, reimbursement changes
Red Alerts: Flag specific customer sales which drop >10%
Field requests for marketing materials
50. BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)
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Lagging Indicators to Monitor
Wholesaler outflow data
Market demand data
Reimbursement (Medicaid-US) claims data
Pharmacy stocking reports
IMS data
Tier movement data
Primary market research
Define our Annual Planning Cycle
To define and outline the components of the annual planning cycle: The purpose of
the following table is for we to plan out the primary planning activities for we as
Manager and for our Representatives over the period of eighteen months.
Planning Cycle
Required
Input
J F M A M J J A S O N D J F M A M J J
Input to
Marketing
Plan
Create
First
rough
draft of
National
Sales Plan
Submit
Budgets
Plan
Approvals
Complete
final
National
Sales Plan
Complete
all
Regional
and
territory
Plans
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Complete
Target
Account
Plans
Sales
Meetings
National
Meetings
Regional
Meetings
Territory
Meetings