Nutrition during Pregnancy till Lactation is very important

1. Brand Plan 2018-20
1

2. 2
Life doesn’t come with a manual…
It comes with a mother !

3. 3
“Motherhood is near to
divinity. It is the highest,
holiest service to be
assumed by mankind.”
- Howard W. Hunter

4. 4
HEALTHY HER…
HEALTHIER BABY

5. Market Personality
Target Customer
Insight
Reason Why
Functional Benefits
Emotional
Benefits
5
Distribution Vision &
ObjectiveCampaigns
Special Activity KOL Mgmt
Business
Monitoring
Brand
Marketing
Expenses

6. Target Customer
Insight
Reason Why
Functional Benefits
6
• Unique combination with Scientifically proven
Ingredients
• Provides well balanced nourishment throughout
Pregnancy & Lactation
• Helps prevent PIH, Preterm Delivery,
Preeclampsia & IUGR
Emotional Benefits

7. Target Customer
Insight
Reason Why
Functional Benefits
Emotional Benefits
7
Insights
• PIH(Pregnancy Induced Hypertension)/
Preeclampsia is a Pregnancy Complication
characterized by High Blood Pressure, swelling
due to fluid retention & protein in the urine.
• PIH complicates 6-10% of Pregnancies
• 10 Lakh cases per year in India*
*Source: Apollo Hosp

8. Target Customer
Insight
Reason Why
Functional Benefits
Emotional Benefits
8
Insights
• Preterm Delivery, also known as Premature Birth,
is the Birth of a Baby at fewer than 37 weeks
gestational age. These Babies are known as
preemies or premmies.
• More than 10 Lakh cases per year in India*
• Deaths due to Preterm adaelivery nearly 8 Lakhs
every year
*Source: Apollo Hosp

9. Target Customer
Insight
Reason Why
Functional Benefits
Emotional Benefits
9
Insights
• IUGR(Intrauterine Growth Restriction) refers to a
Condition in which an unborn baby is smaller than
it should be because it is not growing at a normal
rate inside the womb most often due to poor
maternal nutrition. Delayed growth puts the baby
at risk of certain health problems during
pregnancy, delivery and after birth.
• 10 Lakh cases per year in India*
*Source: Apollo Hosp

10. Target Customer
Insight
Reason Why
Functional Benefits
Emotional Benefits
10
Functional Benefits
PRO PL provides overall nourishment to the
mother and the Foetus with 3 unique benefits
• Weight gain
• Brain. Vision and Cognitive development
• Skeleton, cardiovascular & body system
development

11. Target Customer
Insight
Reason Why
Functional Benefits
Emotional Benefits
11
Target Customers
• Gynecologists
• Lady GPs
• Physicians with Gynec Practice

12. Target Customer
Insight
Reason Why
Functional Benefits
Emotional Benefits
12
Groups at high risk are Pregnant women & Women of Child
bearing Age
Reason Why
In the Age group 15-49 years, the prime child bearing age group,
81.4% of Women are married. This percentage is high due to lower
female age at marriage in many parts of India.
80.45% of Pregnant Women are within age group of 20-30 in Rural
India
Prevalence rate of low birth weight is 87.43% in Rural India
> 1/3 of World’s Mal-nourished Children lives in India
Source: Jagadeesh et al: Nutritional status of
pregnant women and newborns & Census of India

13. Target Customer
Insight
Reason Why
Functional Benefits
Emotional Benefits
13
Markets
• Total Nutrition Market by June 2018 clocking at 777.93 CR with
12.7% GR
• Main Contribution from Protein Powder 656.37 CR with 12.2%
GR
• Protein Bar/Biscuit 49.476 CR with 14% GR
• Protein Granules 28.70 CR with 95.3% GR
• Protein Infusion 16.34 CR with -2.7 GR
Source: Pharmatrac AWACS

14. Target Customer
Insight
Reason Why
Functional Benefits
Emotional Benefits
14
Markets
BRAND MAT VAL JUN 17 MAT VAL JUN 18 MAT VAL GR JUN 18
Grand Total 690.3 777.9 12.7
PEDIASURE 83.5 100.6 20.4
D PROTIN 64.1 74.0 15.5
PEDIASURE COMPLETE 58.4 51.1 -12.6
B PROTIN 55.4 58.5 5.5
GRD 54.4 57.5 5.7
PROTINEX 43.2 130.6 202.3
ISOMIL 39.8 50.8 27.6
THREPTIN 37.3 42.7 14.7
PRO PL 19.6 25.02 24
COMPLAN 17.7 17.2 -3.2
PROTINULES PL 15.9 17.1 7.3
KABIPRO 15.5 25.5 63.8
INTRALIPID 12.2 11.8 -2.7
HIOWNA 11.1 11.7 5.2
Total Nutrition Market and Top 15 Brands in
Indian Market

15. Target Customer
Insight
Reason Why
Functional Benefits
Emotional Benefits
15
Markets
Total Powders Market and Top 15 Brands
Brands MAT Val Jun 17 MAT Val Jun 18 MAT Val GR Jun 18
Total Powders 585.0 656.2 12.2
PEDIASURE 83.3 100.2 20.3
D PROTIN 64.1 74.0 15.5
PEDIASURE COMPLETE 58.4 51.1 -12.6
B PROTIN 55.4 58.5 5.5
GRD 48.0 50.5 5.3
ISOMIL 39.8 50.8 27.6
PROTINEX 35.2 107.0 203.6
PRO PL 19.6 25.02 24
COMPLAN 17.7 17.2 -3.1
PROTINULES PL 15.9 17.1 7.3
KABIPRO 15.5 25.5 63.8
HIOWNA 11.1 11.7 5.2
PROSURE 11.1 14.3 29.5
PROTINULES 11.0 12.8 16.4
NEPRO LP 9.3 12.8 36.9

16. Target Customer
Insight
Reason Why
Functional Benefits
Emotional Benefits
16
Markets
Total Protein Biscuit/Bar Market and Top 3
Brands
Brands MAT Val Jun 17 MAT Val Jun 18 MAT Val GR Jun 18
Biscuit Total 43.4 49.5 14.0
THREPTIN 36.6 42.1 15.0
GRD 6.2 6.6 5.9
NUTRIRIGHT MOM 0.4 3.2 731.7

17. Target Customer
Insight
Reason Why
Functional Benefits
Emotional Benefits
17
Markets
Total Granules Market and Top 6 Brands with
projected GR
Brands MAT Val Jun 17 MAT Val Jun 18 MAT Val GR Jun 18
Granules Total 14.7 28.8 95.3
PROTINEX 8.0 23.7 196.5
AGLOFIT 5.9 8.1 36.8
FEMRICH 0.5 0.7 55.8
PEDIASURE 0.2 0.4 122.1
NUTRIRIGHT 0.1 0.1 -15.8
PROTOVIT 0.1 30.6 45715.4
ALPROVIT 0.0 0.0 -75.7

18. Target Customer
Insight
Reason Why
Functional Benefits
Emotional Benefits
18
Markets
Total Infusion Market and Top 6 Brands with
projected GR
Brands MAT Val Jun 17 MAT Val Jun 18 MAT Val GR Jun 18
Infusion Total 16.8 16.4 -2.7
INTRALIPID 12.2 11.8 -2.7
AMINOSTERIL N HEPA 3.0 2.1 -29.2
CELEMIX 1.4 127.7 8898.3
CELEMIN 10 PLUS 0.1 0.3 111.4
CELEMIN 5S 0.1 0.0 -65.9

19. Target Customer
Insight
Reason Why
Functional Benefits
Emotional Benefits
19
Markets
PRO PL is Ranked 2nd in Niche Segment
BRAND MAT VAL JUN 17 MAT VAL JUN 18 MAT VAL GR JUN 18
PROTINEX 43.2 130.6 202.3
PRO PL 19.6 25.02 24
MACPROT 21.8 23.45 7.6
GALACT 19.4 18.0 -7.2
LACTARE 13.7 15.0 9.6
SIMMOM 10.4 11.6 11.4
HORLICKS 7.0 11.7 67.7
PROTINEX MAMA 5.2 20.4 289.9
NUTRIRIGHT MOM 4.8 4.9 1.5
PROTONE MOM 4.3 5.4 26.3
NUTRIMOM 0.8 0.6 -25.2
NUTRIRIGHT G 0.2 0.2 9.9

20. STRENGTHS
• Excellent brand equity as the 2nd brand,
• Multi-parameter Supplement for Pregnancy &
Lactation has superiority versus older & newer
Supplements backed by literature
• British Biological's identity in market being pioneer in
Nutrition market
• Strong Rx'er base amongst Gynae., registering 25-plus
Crs.
• Excellent growth trend
• Loyal Rx'er base
• Expanding market
• Very high profitability
WEAKNESS
• Pricing versus other Nutritional brands
• Rx exploitation amongst GPC
OPPORTUNITY
• Aim to be the No. 1 Brand
• Aim 100plus Crs.
• Rx scope amongst GPC & other specialties
THREAT
• Newer Supplements with unique USPs - 90%
bioavailability, direct bone deposition, etc.
• Rampant prevalence of Chemist activity & offers in
Nutrition market
SWOT ANALYSIS

21. Category Landscape
Trend & Growth
Drivers
Competition Patient/Consumer
Insights
Biscuit/ Bar
Threptin, GRD, Nutriright
Mom
Very Convenient
Medicinal Supplement More than 100 Brands
Already using lot of
Brands available
Granules
Protinex, Aglofit, Femrich,
Pediasure
Sachet to be used when
required
Infusion
Intralipid, Imminosteril N
Hepa, Celemix, Celemin
Institution in critical cases
Syrup PCD Brands
Convenience can be
looked into

22. Opportunity Size Analysis
Question Marks PRO PL
Stars
Dogs Cash Cows
MarketGrowth
Market Share
Low
Low High
High

23. Brand Assortment
Current Expansion
Pro PL Powder Pro PL Nutri Bar, Granules
Flavours: Cardamom,
Chocolate,Vanilla
Elaichi, Banana, Mango

24. Brand Access Strategy
Current and Planned within the year
Channel 1 Channel 2
Banner Ads Ad words,
Retargeting
Paid Social Media
Affiliate Marketing
Training & Product Demo for
Field Staff organized Meetings
Slide Deck for KOL Meetings
Product Promotion Day Planner
Commercialization &
Introduction to Target Market
Product Survey to Customer
Schedule & conduct Customer
success Calls & Interviews

25. Brand Pricing Strategy
Price Rationale
Position vs.
Competition
Protinex Rs. 585
Protinex Mama Rs. 560
Pro PL Rs. 547
Simmom Rs. 446
Horlicks Rs. 429
Nutriright Mom Rs. 392
Lactare Rs. 231
Galact Rs. 224
Macprot Rs. 249
Premium Priced
Reasonable Pricing
Cheap Pricing
Available as 2nd Ranked
Brand as Premium priced
Not yet availableGranules

26. Target Customer
Insight
Reason Why
Functional Benefits
Emotional Benefits
26
Product Mix
SKUs PTS PTR MRP
PRO PL CARD POWDER 400 GM 0 301.98 560
PRO PL CARDAMON POWDER 500 GM 360.23 400.25 560
PRO PL CHOC POWDER 400 GM 268.32 293.06 410
PRO PL CHOCOLATE POWDER 500 GM 360.23 400.25 560
PRO PL LITE CHOCOLATE POWDER 200 GM 254.16 282.4 395
PRO PL LITE POWDER 200 GM 256.34 284.82 395
PRO PL NEW CAR POWDER 200 GM 107.59 175.7 219.62
PRO PL NEW CAR POWDER 400 GM 215.43 239.37 299.21
PRO PL NEW CARDAMON POWDER 200 GM 177.03 196.7 269
PRO PL NEW CHOC POWDER 200 GM 173.03 192.26 269
PRO PL NEW CHOCOLATE PREFILLED SYRINGE 400 GM 166.89 181.4 226.75
PRO PL NEW VANILLA POWDER 200 GM 173.94 192.26 269
PRO PL NEW VANILLA POWDER 400 GM 253.89 275.97 344.96
PRO PL POWDER 200 GM 173.94 192.91 269
PRO PL POWDER 400 GM 268.32 303.08 378.85
PRO PL VANILLA POWDER 400 GM 360.23 400.25 560
PRO PL VANILLA POWDER 500 GM 360.23 400.25 560

27. VA Communication
She needs her Husband’s Love, your Care and The
Protein Supplement which showers affection on her
Rx
Provides Overallnourishment to the mother and the foetus
with 3 unique benefits:
• Weight gain
• Brain, Vision and Cognitive development
• Skeleton, Cardiovascular and Body system development
With unique advantages of Protein, DHA and GLA, 28 Essential
Vitamins & Minerals

28. Target Customer
Insight
Reason Why
Functional Benefits
Emotional Benefits
28
Distribution Option
Super Market/ Hyper Market (Modern Trade
Online
Chemist/ Drug Store
Nutrition Store
Institution

29. Target Customer
Insight
Reason Why
Functional Benefits
Emotional Benefits
29
Brand Vision & Objectives
BrandVision
To be the most prescribed Brand in Niche Segment
Brand Objective
To attain 100 CR by 2020

30. Target Customer
Insight Functional Benefits
Emotional Benefits
30
Brand Vision & Objectives
FY 18 - 19
PMPM: 289
Value: 25 Cr.
FY 19 - 20
PMPM: 578
Value: 50 Cr.
% Gr.
100%
Total M.R. No. 200 and average P.T.S. of each
unit is Rs. 360/- considered.
FY 20 - 21
PMPM: 1157
Value: 100 Cr.
% Gr.
100%
Current Projected Projected

31. Target Customer
Insight Functional Benefits
Emotional Benefits
31
Brand Vision & Objectives
Ensure enhanced promotional reach
Increase in Prescriber Base
Increase in PMPM in Gyne. Group

32. Target Customer
Insight Functional Benefits
Emotional Benefits
32
Immediate Plan of Action
Objective-
 To increase sales in deficit territory who are not achieving
targets
 To acquire more sales from target achieving territories
Field Activity-
 To find out and work continuously for 3-4 months in territories
deficit in achieving targets
 On the job training for the MR during Field Work
 Regular follow up regarding sales, Campaigns, other activities
through,
• Calls to ABM’s
• Making a group in Whatsapp
• Sending mails and circulars to all field staff

33. Target Customer
Insight
Reason Why
Functional Benefits
Emotional Benefits
33
Campaign
Q1 Q2 Q3 Q4
PRO PL DAY – EVERY MONTH

34. Target Customer
Insight
Reason Why
Functional Benefits
Emotional Benefits
34
Campaign Suggestions
 REGAIN MOMENTUM CAMPAIGN: To pull Sales
from the deficit Territories
 REACH OUT CAMPAIGN: To fetch Rx from Non
Prescribers
 UPALABDH CAMPAIGN: To make PRO PL
available in each and every Chemist in Metros
 PROPSTAR PROGRAM: PRO PL Target Super
Achievers Recognition
 KOL Activity: Medical Relationship Management

35. Strategic Roadmap – FY 2018-20
NP to RP strategy
ABM led “RCP Certification programme”@ 5/MR
Blanket coverage strategy
ABM driven massive promotional reach through
VA & Prints
RP retention strategy
- 5/M.R. high value BRs
- Avg. 20/M.R. mass BR campaigns

36. 36
Event / Campaign Date Print Input
PRO PL DAY 10th 21st of Every Month
1. PRO PL ‘COUNTER PREECLAMPSIA’
LB – VOL. II
MOTHER’S DAY
14th MAY 2018
(Implementation –
8th-13th May 2018)
1. DOCTOR GREETING CARD
2. PATIENT GREETING CARD
(20/DOCTOR)
World Prematurity Day 17th Nov 2018 1. PRO PL PIH STUDY JACKET
Monthly Activity Days
“PRO PL DAY”
CAMPAIGNS AND ACTIVITIES - Q1
Emotional Campaigns

37. Accreditation Program
Special Activity

38. ROYAL COLLEGE OF PHYSICIANS
• Founded in 1518 (499 years old), it set the first
international standard in the classification of diseases
• British professional body dedicated to improving the
practice of medicine – by accreditation of physicians
by examination

39. Aim: To generate new prescribers for PRO PL Gyn. Range (@5/TSO),
fueling the group growth to targeted 24%
Modus Operandii: ABM driven campaign
Target: 3000 Doctors
• 2400 Non-prescribers (5/TSO)
• 600 Student Doctors (from Covered Medical Colleges)
Duration of the Campaign: JULY’18– Dec’18
A total of 6 touch points throughout the campaign
Medical
Certification

40. FOR PRO PL DAY DOCTOR’S
PRO PL Day
Apr & Juy’18
Identify 5
PotentialPrescribers
/ HQ
Enroll them for
RCP Accreditation
Program
Q2 & Q3 PRO PL
Day to have RCP
course as key input
Ensure increase
in prescriber
base

41. Catch’em Young
Medical
College PG
A total of
600 PGs to
be enrolled
Long term
prescriber
generation

42. 42
CAMPAIGN – RCP Accreditation Program (Starts Q2)
Medical
Certification
Visit Month Input
Visit 1 July 2018 Welcome Letter
Visit 2 August 2018 Summary Letter
Visit 3 September 2018 Module 1
Visit 4 October 2018 Module 2
Visit 5 November 2018 Assessment Test – Online
(In case of Offline – 1 extra hit)
Visit 6 December 2018 Certification

43. 43
RCP Accreditation Program - Certification
Certification to enrolled doctors
in December 2018
Aimed at
Generating Happy Customers
The Promise of Pure Service

44. OBJECTIVE STRATEGY
management activities 50
ACTIVITY
EXPAND
Promote concept of
importance of Nutrition status
in Pregnancy with references
& guidelines
Labeled indication promotion
Gynae conference
participation to create
awareness
Off-label indication promotion Promotion in PE, DVT & SV
CONVERT Doctor conversions
PRO PLRTDs
Ensure availability at point of
usage for first breakthrough
RETAIN Relationship Management Regular relationship

45. OBJECTIVE STRATEGY ACTIVITY
Other Activities

46. OBJECTIVE STRATEGY ACTIVITY
Other Activities

47. OBJECTIVE STRATEGY ACTIVITY
KOL Management
Identification
1. Self-Identification
Here marketers identify KOLs themselves. This is quite faulty Method.
2. Field force identifies KOLs
Using the field force to either suggest or ratify names of KOLs is usually a very quick
process. It may not be efficient always. Field managers who understand well the
incentives that KOL management ‘schemes’ comprise are unlikely to nominate names
of opinion leaders in unbiased ways.
3. One KOL identifies another KOL
This is deemed as the most objective of the four. A known KOL is asked to name other
doctors who he thinks are the most influential. Problematically, the process relies on
visibility, the ability to actually see the interactions.
4. Sociometric Method
The sociometric or survey method is the most common. KOL lists are either
purchased from market research agencies or primary research is conducted if there is
no in-house knowledge of the market.
5. Social Network Analysis: a New Paradigm in KOL Discovery
Given the inherent limitations with each of the four methods is there a better way?
Such a solution would need to be unbiased, empirical and analytic and include the
entire KOL candidate pool.

48. OBJECTIVE STRATEGY ACTIVITY
KOL Management
Defining Criteria
• Holds office of importance in Regional/National/International Medical
Associations/Institutes
• Association with Government-related agencies, e.g., DCGI, ICMR (Policy shapers) and
Payer organizations such as Army, Railways, PSUs
• Standing among peer group
• Sought after by media, patient advocacy groups
• Member of Guidelines, Formulary Committees
• Member of global advisory board/steering committee
• Oration skills/Presentations
• Presence at Regional/National/International forum
• Affiliations (reputed institutes)
• Publications (peer–reviewed journals); Editorial board/s
• Clinical research expertise (Good Clinical Research Practice or GCRP studies)

49. OBJECTIVE STRATEGY ACTIVITY
KOL Management
Medical Relationship Management
• Participation in global/regional clinical trials, company sponsored clinical
trials, and/or Investigator-Initiated Studies (IIS)
• Provision of value-added educational activities, medical information, slides,
scientific engagements, etc
• Sponsorship to CME conferences at national and international level
• Conference support
• Participation in Medical-Marketing Programs, e.g., advisory board meetings,
speaker training programs, CMEs, guideline meetings, roll out of diagnostic
questionnaires
• Liaison with international EEs
• Member of global and regional advisory board
• Unrestricted educational grants
• Healthcare Leadership workshops
• IIM/ISB training program for physician leaders who are into healthcare policy
and reform

50. OBJECTIVE STRATEGY ACTIVITY
KOL Management
Questions to be asked in every KOL Activity
• Why are KOLs important to us?
• What do we want them to do?
• How will we support them in achieving the planned goals?
• How will we define and measure success?
• Who do we want to engage (which experts should be our
KOLs)?

51. OBJECTIVE STRATEGY ACTIVITY
KOL Management
Process of KOL Development
• Right Identification - stay clear of regional politics
• Involvement of higher officials without undermining the role
of medical reps
• Building trust and mutual respect
• Bringing clarity
• Allocating sufficient time
• Balancing side effects
KOLs need to be distinguished from Key Business Leaders (KBLs) who are the
prescribers. KOLs may not prescribe yet are very important doctors with
whom one needs to partner to gain credibility
KOL BUILDING IS A MARATHON…not a SPRINT.

52. PROMOTIONAL INPUTS: July 18 – March 19
PRINTS
FY 18-19
July-Sep'18 Oct-Dec'18 Jan’19-Mar'19
VA VA VA
Say No to Bottle Feeding Tent
Card
Co-promotion Sleeve Gynae Brand Reminder Card
Gynae Brand Reminder Card
Gynae Brand Reminder Card -

53. MARKETING ACTIVITY July-18 Aug-18 Sep-18
PRINTS √ √ √
SPECIAL ACTIVITY* √
BR √ √
Pro PL DAY √ √
MAGNETIC BADGE √ √ √
PS √ √ √
Promotogram FY 18 - 19
*SPECIAL ACTIVITY FOR OCT’18 – DIWALI CAMPAIGN

54. Product Day – 2018-19
• Objective: New Prescriber Generation
• Target: 7 NPs per M.R.
• Detail only PRO PL and sample either PS / LB / BR
accordingly
• Inputs –
Prints / BRs / Reminder Cards / Magnetic Badge (For Brand
Exposure)
Every month 2nd & 4th Friday

55. Brand Marketing Expense Summary
58
Expenses excluded
Planning Minimum Resources Possible
KOL Activity, Other Activity, National, Zonal, Regional Conference Participation & Media
Promotiona
l Inputs
Q1 Q2 Q3 Q4 Total (Rs)
Apr-Jun
(in Rs)
Jul-Sep (in
Rs)
Oct-Dec (in
Rs)
Jan-Mar
(in Rs)
Visual Aid 80000 80000 160000
Leave
Behind
Literature
50000 50000 50000 50000
200000
Gift 100000 100000
200000
Samples 125000 125000 125000 125000 500000
Activity 50000 50000 50000 50000 200000
Total
Inputs
405000 225000 405000 225000
1260000
2520000

56. Brand Sales Forecast (Volume)
2018-19 2019-20 2020-21
Sales (Rs) 250000000 500000000 1000000000
NR/Unit 360 360 360
No. Of units 694444 1388888 2777777
Costs of Goods 5000000 7000000 10000000
Gross Margin (Rs) 245000000 493000000 990000000
Adv & Promo Exp. 2500000 3000000 5000000
Selling Exp.(5%) 12500000 25000000 50000000
Distribution Exp.
(5%)
12500000 25000000 50000000
PBT 222500000 445000000 890000000

57. Business Monitoring

58. Sales Plan for 2018-19
Category Q1 Q2 Q3 Q4 TOTAL
Total Sales (Rs)
Sales
Unit Sales 173611
Market Share % % % % %

59. MONTHLY Net Sales By 2019: Actual to
Plan

60. Sales Result for 2018-19 by Quarter
Compared to Plan

61. Reach & Frequency Objectives
Tiers Speciality Number of
Doctors
Number of
calls per
month
Priority
1 Gynecologists 50 2
2 Physicians with
Gyne Practice
30 1
3 GPs 30 1

62. Annual Sales Objectives
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
Market
Share of

63. End User Objectives
J F M Q1 A M J Q2 J A S Q3 O N D Q4 Total
End
Users
Base Line
New
Switches
Total

64. Customer Objectives
J F M Q1 A M J Q2 J A S Q3 O N D Q4 Total
Customer
Base Line
New
Lost
Total

65. Monthly sales report/ forecast
Month Cumulative (Year to Date)
Sales for Month Actual Plan Variance % Actual Plan Variance %
Volumes/ Quantity/ Number
Average order Value
Next Month forecast
Volume/ Quantity/ Number
Number of orders
Average order value
Quarter forecast
Volume/ Quantity/ Number
Number of Orders
Average order value
Year forecast
Volume/ Quantity/ Number
Number of Orders
Average order value
Summary/ forecast of sales performance and activities

66. Leading & Lagging Indicators
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
Red Alerts: Flag specific customer sales which drop >10%
Field requests for Marketing Materials

67. Leading & Lagging Indicators
Lagging Indicators to Monitor
Wholesaler out low data
Market demand data
Pharmacy stocking reports
AWACS/ IMS data
Tier movement data
Primary market research

68. Annual Planning Cycle
Planning Cycle
Required Input Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Input to
Marketing Plan
Create 1st
rough draft of
National Sales
Plan
Submit Budgets
Plan Approvals
Complete
National Sales
Plan
Complete all
Regional &
territory Plans
Complete
Target Account
Plans
Sales Meetings
National
Meetings

69. THANK YOU !