Launch plan without cannibalization the existing product mix

1. HISTOCALAMINE
NATURAL
100 ML LOTION
By,
Kamal Krishna
Singh
1
29th December 2014

2. Presentation map
Why Brand Extension
Product description
Target customers
Market analysis
Sales forecasting
Communication strategy
Promotion & Launch strategy
2

3. WHY- Brand Extension
It is in the last stage of product life cycle
Better earning opportunity
Targeting untapped market/customer
Market research shows a gap
3

4. Product description
Histocalamine Natural is a natural formulation containing
Calamine
Aloe Vera
Glycerol
Alpha Bisabolol Natural
Matricaria Chamomilla Extract
Curcuma Longa Extract
Histocalamine Natural is coming under Emollients &
Protectives
4

5. Target customers
5

6. Brand Extension Method without
Cannibalization
Modification in Targeting the Customer
Promotion through different indications
Reach to untapped market/new customer
Switch to OTC
6

7. Modification in Targeting the
Customer
As per prescription analysis generally Emollients and
Protectives are prescribed by following specialties
39%
26%
18%
7%
6%
4%
Prescription wise distribution
DERMAT
GEN PHY
PAEDIA
GYNAE
CONS
PHY
GEN
SURG
Dr
Classification
No. of Patient seen
Per Day
Class-A >50
Class-B 20-50
Class-C <20
7

8. Modification in Targeting the Customer
: Call planning
Histocalamine Histocalamine Natural
Dr
Classification
Dr/MR
Call to
Dr/Month
Calls to
Dr/Month
Call Total Dr/MR
Call to
Dr/Month
Calls to
Dr/Month
Call Total
Class-A 40 3 120 12000 40-10=30 3 90 9000
Class-B 50 2 100 10000 50-20=30 2 60 6000
Class-C 20 1 20 2000 10+35=45 2 90 9000
Total 110 240 24000 105 240 24000
Sales Force Planning MR Working Days Call/Day Call /Month
Assumptions 1 24 10 240
100 24 10 24000
*** Do not Target Class-A, Class-B & Class-C Doctors who Prescribe
8

9. Promotion through different
indications
Brand
Specialt
y
Indications Positioning
Histocalamine All Pruritic Soothen red itchy skin
Histocalamine
Natural
Paediatrician
Diaper Dermatitis, Rash &
Urticaria
Ensuring rashes free
diapering age with
MoiSofNai Action
Dermatologist
Dermatitis, Eczema &
Psoriasis
Scaling free skin with
MoiSofNai Action
GP Urticaria, Rash & Dermatitis
Natural hide of
hives & rashes with
MoiSofNai Action
9

10. Reach to untapped market/new
customer
1. Currently company is targeting in 7 states only so
remaining untapped market can be targeted
2. Histocalamine Natural is based on natural formulation so
we can target it to (Switch to OTC)
 Ayurvedic Doctors
 Beautician
 Spa/Salon
10

11. Market analysis
11

12. Market Scenario
ALL India Emollients & Protectives Market (IMS: Nov13) (Approx 0.5%
of IPM)
Particulates Value (Crore & %)
Sum of MAT VAL OCT 13 352.4
Sum of MAT VAL OCT 12 321.5
Sum of MAT VAL GR OCT 13 9.6
TOP 5 INDIRECT COMPETITORS (Emollients, Protectives),352.4 crore
SKU BRAND COMPANY DRUG TYPE MRP Mkt Share
MEDERMA CREAM 10 GM MEDERMA WIN-MEDICARE PVT. LTD. CREAM 330 3.40
ELOVERA CREAM 60 GM ELOVERA GLENMARK PHARMACEUTICALS LTD. CREAM 125 3.37
CETAPHIL LOTION 100 ML CETAPHIL GALDERMA INDIA PVT. LTD LOTION 230 2.31
MOISTUREX CREAM 100
GM
MOISTUREX RANBAXY LABORATORIES LTD CREAM 110 2.15
COTARYL CREAM 50 GM COTARYL FDC LTD. CREAM 55 2.03
12

13. Market Scenario
TOP 5 DIRECT COMPETITORS (100ml, Calamine Lotion Preparation, 23.81 crore)
BRAND COMPANY MRP Mkt Share
DERMOCALM GLAXOSMITHKLINE PHARMACEUTICALS LTD. 106 26
CALOSOFT MICRO LABS LTD 122 16
LINICAL PALSON DRUG 70 12
CALAPURE MANKIND PHARMACEUTICALS LTD. 110 10
DERMADEW CALOE HEGDE & HEGDE 197 9
13

14. SWOT Analysis of Histocalamine
Natural
STRENGTH
Natural Ingredients : Lesser side
effect
Economical Pricing to Customer
WEAKNESS
Lesser Field Force
No Pan India Coverage
OPPORTUNITIES
Large Market (>350 crore ) with
good growth rate (MAT value
9.6%)
Awareness level increases in
patients
THREATS
High Competition (>730 brand in
group)
OTC Product & Home
Remedies
14

15. Sales Forecasting
15

16. Sales Forecasting
Month Unit Sales
1 7000
2 7200
3 7400
4 7600
5 7800
6 8000
7 8200
8 8400
9 8600
10 8800
11 9000
12 9200
Total 97200
We have
Field Force : 100
Objective : 70 PCPM with increment
of 2 PCPM .
Market Growth Rate ( MAT Value) :
9.6%
Our Target Growth Rate:
15.71%/annum
16

17. Communication strategy
17

18. Communication : Internal
Customer
Objective : To achieve a minimum PCPM of 70 units.
Strategy & Tactics :
Highlight “ Natural Contents of the formulation” lesser side effect as
benefit.
Specialties wise positioning the product.
Specialty Indications Positioning
Paediatrician
Diaper Dermatitis, Rash &
Urticaria
Ensuring rashes free
diapering age with
MoiSofNai Action
Dermatologist
Dermatitis, Eczema & Psoriasis
Scaling free skin with
MoiSofNai Action
GP Urticaria, Rash & Dermatitis
Natural hide of
hives & rashes with
MoiSofNai Action
18

19. Communication : Internal
Customer
 Discuss Price comparison over competitors.
TOP 5 DIRECT COMPETITORS (100ml, Calamine Lotion Preparation)
BRAND COMPANY MRP
DERMOCALM GLAXOSMITHKLINE PHARMACEUTICALS LTD. 106
CALOSOFT MICRO LABS LTD 122
LINICAL PALSON DRUG 70
CALAPURE MANKIND PHARMACEUTICALS LTD. 110
DERMADEW CALOE HEGDE & HEGDE 197
TOP 5 INDIRECT COMPETITORS (Emollients, Protectives)
BRAND COMPANY DRUG TYPE MRP
MEDERMA WIN-MEDICARE PVT. LTD. CREAM 330
ELOVERA GLENMARK PHARMACEUTICALS LTD. CREAM 125
CETAPHIL GALDERMA INDIA PVT. LTD LOTION 230
MOISTUREX RANBAXY LABORATORIES LTD CREAM 110
COTARYL FDC LTD. CREAM 55
19

20. Communication : Internal
Customer
Target Specialties :
Specialty Target No.
Target Prescription in 30
days
DERMAT 20 20
GEN PHY 45 20
PAEDIA 20 20
GYNAE 10 5
CONS PHY 15 5
Total 110 70
20

21. Expected Questions From
Team
1. How we position Histocalamine natural?
2. How to target customer without cannibalizing
Histocalamine older.
3. What promotional tools will be used?
4. What will be budget of promotion?
5. How to motivate field force/incentive plan?
6. How to maintain availability in chemist shop?
7. How to make adjustment in call plan of
extended brand?
21

22. Visual-aids for Paediatrician
For Safe Treatment of Diaper Dermatitis, Urticaria & Rash
MoiSofNai
Action
Softenin
g
Antimicrobi
al
Natural Anti-
inflammatory
Moistening
Ensuring rashes free
diapering age with
MoiSofNai Action
22

23. Communication : External
Customer (Detailing)
Paediatrician :
Indications : Diaper Dermatitis, Rash & Urticaria.
Sir/Madam,
Histocalamine Natural is a natural formulation containing Calamine,
Aloe Vera, Glycerol along with Natural Anti inflammatory &
antimicrobial action, extract like Alpha Bisabolol Natural, Matricaria
Chamomilla Extract & Curcuma Longa Extract.
so it has negligible side effects compare to other brand which are
chemical based.
In Diaper Dermatitis, Rash & Urticaria please prescribe
Histocalamine Natural with MoiSofNai Action for sure shot result &
antimicrobial action which is highly tolerated
You need not to think about economic status of patient while
prescribing Histocalamine Natural.
23

24. Communication : External
Customer (Detailing)
Dermatologist :
Indications : Dermatitis, Psoriasis & Eczema
Sir/Madam,
Histocalamine Natural is a combination formulation containing
Calamine, Aloe Vera, Glycerol along with Natural Anti inflammatory
& antimicrobial extract like Alpha Bisabolol Natural, Matricaria
Chamomilla Extract & Curcuma Longa Extract.
so it has negligible side effects compare to other brand which are
chemical based.
In Dermatitis, Psoriasis & Eczema please prescribe Histocalamine
Natural with MoiSofNai Action for sure shot result & antimicrobial
action.
You need not to think about economic status of patient while
prescribing Histocalamine Natural.
24

25. Communication : External
Customer (Detailing)
GPs & Others :
Indications : Urticaria, Rash & Dermatitis.
Sir/Madam,
Histocalamine Natural is a combination formulation containing
Calamine, Aloe Vera, Glycerol along with Natural Anti inflammatory
& antimicrobial extract like Alpha Bisabolol Natural, Matricaria
Chamomilla Extract & Curcuma Longa Extract.
so it has negligible side effects compare to other brand which are
chemical based.
In Urticaria, Rash & Dermatitis please prescribe Histocalamine
Natural with MoiSofNai Action for sure shot result & antimicrobial
action.
You need not to think about economic status of patient while
prescribing Histocalamine Natural.
25

26. Communication : External
Customer (Detailing)
Gynaecologist :
Indications : Rash, Dermatitis & Sunburn
Sir/Madam,
Histocalamine Natural is a combination formulation containing
Calamine, Aloe Vera, Glycerol along with Natural Anti inflammatory &
antimicrobial extract like Alpha Bisabolol Natural, Matricaria
Chamomilla Extract & Curcuma Longa Extract.
So it has negligible side effects compare to other brand which are
chemical based.
In Rash, Dermatitis & Sunburn please prescribe Histocalamine
Natural with MoiSofNai Action for sure shot result & antimicrobial
action.
You need not to think about economic status of patient while
prescribing Histocalamine Natural.
26

27. Expected Questions From
Doctor
 What is special in Histocalamine natural compare to
other brands & existing one?
 What Side effects are associated with the product?
 Any contraindication.
 Do you have any clinical data which shows its
efficacy and safety?
 Is it available in the chemist shop?
 What is dosage frequency & quantity?
27

28. Promotion & Launch Plan
28

29. Launch Plan
I
• Field Force
II
• Chemist
III
• Doctor
iv
• Patient
29

30. Launch Plan: Field Force
S. No. Time line Activities
1 Months before
launch
List of Histocalamine Rxber and Non-Rxber
with Class of Doctor & Competitor brand
which is prescribed through RCPA.
2 3 Week before
launch
Communicate to the Non-Rxber of
Histocalamine of class A ,B & C that a special
product we are going to launch soon as per
your requirement.
3 2 Week before
launch
Meeting with chemist and discussing about
the offer on new launch.
4 4-5 days before
launch to till launch
Ensuring all the inputs received before launch
date and appointment formalities with doctors
completed.
5 Launch Making call as per targeted Doctors with
customized detailing.
6 Post launch Taking follow up & review of doctor,
30

31. Launch Plan: Field Force:
Motivation
S. No. Particulate
s
Activities
1
“I am
surprised”
campaign
A surprise gift to 1st 50 Medical Representatives
who WhatsApp/Mail/Fax 1st prescription of
Histocalamine Natural to HQ.
2
“I am
performer”
campaign
A gift with certificate of appreciation from HQ to all
those Medical Representatives who
WhatsApp/Mail/Fax 15 prescriptions from 5
different doctors within 20 days from date of
launch.
3
“I am
achiever”
campaign
Achieve100 % of target & get 1% of total
achievement
Achieve125 % of target & get 2% of total
achievement
Achieve150 % of target & get 3% of total
31

32. Launch Plan : Chemist
S. No. Time line Offers
1 3 days before launch 50% Discount
2
2 days before launch 40% Discount
3 1 days before launch
30% Discount
4 Launch Day
20% Discount
5 Post launch Tentative Decision
Meeting with chemist and discussing about the offer on new launch
32

33. Launch Plan : Doctor
S. No. Time line Activities
1 3 Week before
launch
Communicate to the Non-Rxber of
Histocalamine of class A , B & C that a
special product we are going to launch
soon as per your requirement.
2 Launch Day Customized Launching Card,
Customized Detailing, LBL, Sample (10
ml sachets * 3) distribution.
3 7 days after launch Customized Detailing initiated with
Launch date Thanks, Brand Reminder,
Review Card, Sample & commitment for
prescription
4 21st Day after
launch
Scheduled follow up & brand reminder.
33

34. Dr. Rajesh Gupta
We are obliged for your given precious time in
launching Histocalamine Natural
34

35. Histocalamine Natural
Please launch it by writing the above brand in
the space provided
35

36. Launch Plan : Patient
S. No. Particulates Activities
1
Patients
Awareness
Program (3 week
after launch)
Organizing a learning program for
patients in collaboration with doctors in
Community hall, School, College and
other institution for brand building.
2
Free Dermal
Check Up
Campaign
(5 week after
launch)
Organizing a in collaboration with
hospital & concern doctor for free dermal
check up.
36

37. Promotional Budget (Rs)
Particulates Doctors Patients Retailer Field Force
Personalized
cards
30000 (30 Cards * 100 MR * Rs 10)
Samples 90000 (90 samples * 100 MR * Rs 10)
LBL 50000 (100 LBLs * 100 MR * Rs 5)
Brand Reminder 50000 (100 BR * 100 MR * Rs 5)
Availability
Discount
60000 (10 unit*100 BT * Rs
60)
Campaign 150000 (15 campaign * Rs 10000)
Motivational Input ( 100 MR * Rs (200 +
400))
60000
Total 220000 150000 60000 60000
Sum total 490000+10000 ( Transportations )= 500000
37

38. 38