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GROUP 3
ANHER LAMIS | RH-20
TASFIA MEHREEN JALIL | RH-21
NADIA AFROZE DISHA | RH-22
MAHEE DURDANA | RH-28
SOFIA AKTER | RH...
PREPARED FOR
MR. MD. FARHAN IMTIAZ
LECTURER, IBA, DU
PANACEA PHARMA PRESENTS
P-CAL D-ULTRA
A COMPREHENSIVE MARKETINGPLAN
CONTENTS
A
LEADING
PHARMACEU
TICAL
COMPANY
FOUNDED IN
1964
FOUNDE
R
MR. SIRAJUL
ISLAM
OUR MOTTO
“CURE
FOR
ALL”
PANACEA PHARMA
1
ONE OF THE MOST
DEVELOPED HI-TECH
SECTORS IN BANGLADESH
TOTAL
COMPANIES
231
MARKET SIZE
BDT
76,500
M
LOCAL
COMPANIES
94%
I...
PESTLE
UNSTABL
E
POLITICA
L
SITUATIO
N
DELAYED
IMPORT OF RAW
MATERIAL
ENVIRONMENT
AL
POLICY
LEGAL
POLICIES
PROMULGATION
OF...
PORTER’S
FIVE
FORCES
3
CALCIUM
DEFICIENCY
IN BANGLADESH,
2 IN 3 WOMEN &
1 IN 5 MEN
SUFFER FROM CALCIUM
DEFICIENCY
100%
ARE YOU AWARE OF THE
FACT THAT CALCIUM
DEFICIENCY CAUSES
BRITTLE BONES?
Y…
46.
70%
53.
30%
DO YOU HAVE ANY
PROBLEMS I...
CALCIUM DEFICIENCY
BANGLADESH
LACK OF
KNOWLED
GE ABOUT
CALCIUM
AND
VITAMIN D
OVERPOPULATI
ON
POVERTY
INSUFFICIENT
HEALTH C...
4
PRODUCT
MECHANISM
P-CAL D-ULTRA
CALCIUM 500 mg AND VITAMIN D3
400 IU
INDICATIONS
TETAN
Y
OSTEOPOROSI
S
PSEUDO-
HYPOPARAT
HYROIDISM
FRACTUR
E
OSTEOMALA
CIA
RICKE
TS
1 TABLET
TWICE
DAILY
PREFERABLY WITH OR JUST AFTER
MEALS
DOSAGE AND
ADMINISTRATION
MILD HYPERCALCEMIA
WITH ANOREXIA, NAUSEA,
VOMITING
CONSTIPATION
HEADACHE
METALLIC
TASTE
WEAKNESS
WEIGHT
LOSS
SIDE-EFFECTS
TARGET
MARKET
5
TARGET
CUSTOMERS
GENERAL
PHYSICIAN
GYNECOLO
GIST
CARDIOLO
GIST
ORTHOPED
ICS
MEDICINE
ENDOCRIN
OLOGIST
MARKETING
MIX
6
POSITIONING
500 mg OF CALCIUM AND
400 IU OF VITAMIN D PER
TABLET
PRODUCT
P-CAL D-ULTRA
A PRESCRIBED MEDICINE
FOR TREATING
CALCIUM DEFICIENCY
PRICE
RAW MATERIAL
IMPORT FROM
GERMANY,
INDIA AND
CHINA
6 TK PER
TABLET
AFFORDABLE
TO ALL SOCIAL
CLASSES
PLACE
DISTRIBUTION
DEPARTMENT
SALES
REPRESENTATIVE
DRUGSTORE
PROMOTION
PERSONAL SELLING
ADVERTISING
TO DOCTORS
LITERATURES
MEDICAL
JOURNAL
GIFTS
SCHOLARSHIP
FOREIGN
TRIPS
PUBLIC RELATIONS
NEWSPAPER ARTICLES
AWARENESS CAMPAIGN
SPONSORING EVENTS
TV GAME SHOW
BROCHURE
ONLINE MARKETING
OFFICIAL
WEBSITEFACEBOOK FAN PAGE
PEOPLE
HUMAN-
CENTRIC
PRODUCTION AND
DISTRIBUTION
PACKAGING
PLASTIC CONTAINER- 30
TABLETS
FILM STRIP- 10 TABLETS
PROCESS
A HIGHLY
SYSTEMATIC
PROCESS
PHYSICAL EVIDENCE
THE EFFECTS OF P-CAL D-
ULTRA
PLANET
SOCIAL DIMENSION OF
MARKETING- RECYCLABLE
PACKAGING MATERIAL
STRENGTH
S
UNIQUE
BENEFITS
SUPERIOR
SOLUBILITY
BETTER BONE
PROTECTION
WEAKNESSES
LOW COVERAGE OF
DOCTOR WISE
PRODUCT SELEC...
8
FINANCIAL
ANALYSIS
SPECIALTY TARGETED
NO. OF
DOCTORS
CONVERSION
RATE %
TOTAL
RX BER
TARGETED
P/D
TOTAL
RX/MONTH
VALUE/
RX
VALUE
SALES
GENERAL...
BRAND MOLECULE COMPANY PACK
SIZE
STRENGTH PRICE
PER
UNIT
DAILY
DOSE
DAILY
COST
OSTOCAL DX CALCIUM 500 mg &
VITAMIN D 400 I...
OUR PROPOSAL
STRENGTH PACK MRP/IP VAT TOTAL
PRICE
CALCIUM 500 mg &
VITAMIN D 400 IU
1x30’s 6.0 TK/UNIT 180 TK
PRODUCT
SALES DATA
YEAR 1
tk
YEAR 2
tk
YEAR 3
tk
YEAR 4
tk
YEAR 5
tk
UNIT PRICES 2,200.00 2,200.00 2,200.00 2,000.00 2,200...
IMPLEMENTATION PLAN
EVENTS 2016 2017 2018 2019 2020
DOCTORS’
AWARENESS
CAMPAIGN
OFFICE
SUPPLIES
WEBSITE
JOURNALS
EVENT SPO...
INVENTORS’ DILEMMA
COMPETITION FROM RIVAL COMPANIES
LACK OF CONCERN AMONG COMMON
PEOPLE
RISK
ANALYSIS
TAKEAWAYS
CALCIUM
DEFICIENCY IS A
GREAT PROBLEM
IN BANGLADESH
P-CAL D-ULTRA
INCREASES BONE
DENSITY
PHARMACEUTICAL
INDUSTRY...
THANK YOU
ANY QUESTIONS?
BIOLOGY: Marketing Campaign of a Calcium Tablet
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BIOLOGY: Marketing Campaign of a Calcium Tablet

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Hello there! Hope you are doing great. This is my first ever presentation to have been uploaded on slideshare and we did it on a comprehensive marketing campaign for a new pharmaceutical product for our Biological Science course. If it's about the making of the slides, I'm obviously an amateur but I love learning more and more about stuffs I'm really, really interested in. So, I hope you will like it. Cheers!

P.S. Some words have come out distorted due to the unavailability of fonts I used in my slides on slideshare

Veröffentlicht in: Gesundheit & Medizin
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BIOLOGY: Marketing Campaign of a Calcium Tablet

  1. 1. GROUP 3 ANHER LAMIS | RH-20 TASFIA MEHREEN JALIL | RH-21 NADIA AFROZE DISHA | RH-22 MAHEE DURDANA | RH-28 SOFIA AKTER | RH-31 MESBAHTUN RAHMAN | RH-48
  2. 2. PREPARED FOR MR. MD. FARHAN IMTIAZ LECTURER, IBA, DU
  3. 3. PANACEA PHARMA PRESENTS P-CAL D-ULTRA A COMPREHENSIVE MARKETINGPLAN
  4. 4. CONTENTS
  5. 5. A LEADING PHARMACEU TICAL COMPANY FOUNDED IN 1964 FOUNDE R MR. SIRAJUL ISLAM OUR MOTTO “CURE FOR ALL” PANACEA PHARMA 1
  6. 6. ONE OF THE MOST DEVELOPED HI-TECH SECTORS IN BANGLADESH TOTAL COMPANIES 231 MARKET SIZE BDT 76,500 M LOCAL COMPANIES 94% IMPORTED 6% PHARMACEUTICAL INDUSTRY ANALYSIS 2
  7. 7. PESTLE UNSTABL E POLITICA L SITUATIO N DELAYED IMPORT OF RAW MATERIAL ENVIRONMENT AL POLICY LEGAL POLICIES PROMULGATION OF DRUG CONTROL ORDINANCE- 1982 ECONOMIC BREAKDOW N SOCIAL AWARENES S LACK OF CONCERN TECHNOLOGI CAL DEVELOPMEN T LOWER SALES VOLUME HYGIENIC WORK PLACE DEVELOPED OPERATION SYSTEM
  8. 8. PORTER’S FIVE FORCES
  9. 9. 3 CALCIUM DEFICIENCY
  10. 10. IN BANGLADESH, 2 IN 3 WOMEN & 1 IN 5 MEN SUFFER FROM CALCIUM DEFICIENCY
  11. 11. 100% ARE YOU AWARE OF THE FACT THAT CALCIUM DEFICIENCY CAUSES BRITTLE BONES? Y… 46. 70% 53. 30% DO YOU HAVE ANY PROBLEMS IN YOUR BONES? YES NO 30 %70 % DO YOU TAKE ANY CALCIUM SUPPLEMENTS? YES NO SURVEY
  12. 12. CALCIUM DEFICIENCY BANGLADESH LACK OF KNOWLED GE ABOUT CALCIUM AND VITAMIN D OVERPOPULATI ON POVERTY INSUFFICIENT HEALTH CARE SYSTEM POOR INTAKE OF DAIRY PRODUCT S
  13. 13. 4 PRODUCT MECHANISM
  14. 14. P-CAL D-ULTRA CALCIUM 500 mg AND VITAMIN D3 400 IU
  15. 15. INDICATIONS TETAN Y OSTEOPOROSI S PSEUDO- HYPOPARAT HYROIDISM FRACTUR E OSTEOMALA CIA RICKE TS
  16. 16. 1 TABLET TWICE DAILY PREFERABLY WITH OR JUST AFTER MEALS DOSAGE AND ADMINISTRATION
  17. 17. MILD HYPERCALCEMIA WITH ANOREXIA, NAUSEA, VOMITING CONSTIPATION HEADACHE METALLIC TASTE WEAKNESS WEIGHT LOSS SIDE-EFFECTS
  18. 18. TARGET MARKET 5 TARGET CUSTOMERS GENERAL PHYSICIAN GYNECOLO GIST CARDIOLO GIST ORTHOPED ICS MEDICINE ENDOCRIN OLOGIST
  19. 19. MARKETING MIX 6
  20. 20. POSITIONING 500 mg OF CALCIUM AND 400 IU OF VITAMIN D PER TABLET
  21. 21. PRODUCT P-CAL D-ULTRA A PRESCRIBED MEDICINE FOR TREATING CALCIUM DEFICIENCY
  22. 22. PRICE RAW MATERIAL IMPORT FROM GERMANY, INDIA AND CHINA 6 TK PER TABLET AFFORDABLE TO ALL SOCIAL CLASSES
  23. 23. PLACE DISTRIBUTION DEPARTMENT SALES REPRESENTATIVE DRUGSTORE
  24. 24. PROMOTION PERSONAL SELLING ADVERTISING TO DOCTORS LITERATURES MEDICAL JOURNAL GIFTS SCHOLARSHIP FOREIGN TRIPS
  25. 25. PUBLIC RELATIONS NEWSPAPER ARTICLES AWARENESS CAMPAIGN SPONSORING EVENTS TV GAME SHOW BROCHURE
  26. 26. ONLINE MARKETING OFFICIAL WEBSITEFACEBOOK FAN PAGE
  27. 27. PEOPLE HUMAN- CENTRIC PRODUCTION AND DISTRIBUTION
  28. 28. PACKAGING PLASTIC CONTAINER- 30 TABLETS FILM STRIP- 10 TABLETS
  29. 29. PROCESS A HIGHLY SYSTEMATIC PROCESS
  30. 30. PHYSICAL EVIDENCE THE EFFECTS OF P-CAL D- ULTRA
  31. 31. PLANET SOCIAL DIMENSION OF MARKETING- RECYCLABLE PACKAGING MATERIAL
  32. 32. STRENGTH S UNIQUE BENEFITS SUPERIOR SOLUBILITY BETTER BONE PROTECTION WEAKNESSES LOW COVERAGE OF DOCTOR WISE PRODUCT SELECTION FOR BRAND PROMOTION. OPPORTUNITI ES INCREASING VITAMIN D DEFICIENCY PATIENTS THREATS EXISTING PRODUCTS SWOT ANALYSIS 7
  33. 33. 8 FINANCIAL ANALYSIS
  34. 34. SPECIALTY TARGETED NO. OF DOCTORS CONVERSION RATE % TOTAL RX BER TARGETED P/D TOTAL RX/MONTH VALUE/ RX VALUE SALES GENERAL PHYSICIANS 4415 25 1103.75 3 3311.25 180 596025 GYNECOLOGIST 1500 25 375 3 1125 180 202500 ORTHOPEDICS 500 25 125 2 250 180 45000 MEDICINE PRACTITIONER 1500 25 375 2 750 180 135000 ENDOCRINOLOGISTS 220 25 55 1 55 180 9900 CARDIOLOGISTS 525 25 131.25 1 131.25 180 23625 TOTAL 1012050 SALES OBJECTIVES
  35. 35. BRAND MOLECULE COMPANY PACK SIZE STRENGTH PRICE PER UNIT DAILY DOSE DAILY COST OSTOCAL DX CALCIUM 500 mg & VITAMIN D 400 IU SK+F 5x6 500 MG & 400 IU 8.0 TK TWICE 16.0 TK STARCAL D FORTE CALCIUM 500 mg & VITAMIN D 400 IU NIPRO JMI 3x10 500 MG & 400 IU 8.0 TK TWICE 16.0 TK NOVACAL-DX CALCIUM 500 mg & VITAMIN D 400 IU NOVELTA BESTWAY N/A 500 MG & 400 IU N/A N/A N/A OSCAL-D FORTE CALCIUM 500 mg & VITAMIN D 400 IU UNIMED & UNIHEALTH 1x30’ S 500 MG & 400 IU 5.0 TK TWICE 10.0 TK COMPETITIVE PRICING
  36. 36. OUR PROPOSAL STRENGTH PACK MRP/IP VAT TOTAL PRICE CALCIUM 500 mg & VITAMIN D 400 IU 1x30’s 6.0 TK/UNIT 180 TK
  37. 37. PRODUCT SALES DATA YEAR 1 tk YEAR 2 tk YEAR 3 tk YEAR 4 tk YEAR 5 tk UNIT PRICES 2,200.00 2,200.00 2,200.00 2,000.00 2,200.00 UNIT COSTS 1,600.00 1,680.00 1,764.00 1,852.20 1,944.81 FIXED COSTS 10,000,000.00 10,300,000.00 10,609,000.00 10,927,270.00 11,255,088.10 MARKET SIZE 450,000,000.00 468,000,000.00 486,720,000.00 506,188,800.00 526,436,352.00 P-CAL D-ULTRA: PRODUCT SALES AND PROFIT FORECASTING MODEL SCENARIO: BASED ON TARGET OPERATING INCOME UNIT SALES 300.00 4,802.34 24,011.69 36,017.54 48,023.39 DOLLAR SALES 660,000.00 10,565,145.12 52,825,725.58 79,238,588.37 105,651,451.15 OPERATING INCOME (9,820,000.00) (7,802,783.88) (139,901.66) 1, 599,630.47 1,000,000.00 MARKET SHARE 0.15% 2.26% 10.85% 15.65% 20.07%
  38. 38. IMPLEMENTATION PLAN EVENTS 2016 2017 2018 2019 2020 DOCTORS’ AWARENESS CAMPAIGN OFFICE SUPPLIES WEBSITE JOURNALS EVENT SPONSOR TV GAME SHOW SPONSOR
  39. 39. INVENTORS’ DILEMMA COMPETITION FROM RIVAL COMPANIES LACK OF CONCERN AMONG COMMON PEOPLE RISK ANALYSIS
  40. 40. TAKEAWAYS CALCIUM DEFICIENCY IS A GREAT PROBLEM IN BANGLADESH P-CAL D-ULTRA INCREASES BONE DENSITY PHARMACEUTICAL INDUSTRY IS HIGHLY COMPETITIVE ONLY DOCTORS AND MEDICAL PROFESSIONALS ARE TARGETED RAW MATERIALS ARE IMPORTED FROM GLOBAL MARKET THE PRICE PER TABLE IS BDT 6.00/UNIT MOSTLY BTL PROMOTIONAL APPROACH IS FOLLOWED PANACEA PHARMA CARES ABOUT EVERYONE
  41. 41. THANK YOU
  42. 42. ANY QUESTIONS?

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