This plan was made for a pharmaceutical product, it can be used as a module to follow "عسى أن يكون علما ينتفع به"

1. Guava
Marketing Plan

2. Contents
1. Environmental analysis
2. SWOT analysis
3. Marketing objectives
4. Marketing strategy
5. Marketing implementation
6. Monitoring

3. Contents
1. Environmental analysis
2. SWOT analysis
3. Marketing objectives
4. Marketing strategy
5. Marketing implementation
6. Monitoring

4. Environmental Analysis
 The market
 The competitors
 The target audience
 The current marketing activity and performance

5. The Market
The target market is divided into:
1. Cough and cold preparations
2. Expectorants
3. Cough suppressants

6. The Market
1- Cough And Cold Preparations
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
2000 2001 2002 2003 2004 2005
Cough and cold preparation market trend 2000-2005
UNITS VALUE

7. The Market
2- Expectorants
0
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
2000 2001 2002 2003 2004 2005
Expectorants market trend 2000-2005
UNITS VALUE

8. The Market
3- Cough Suppressants
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
20,000,000
2000 2001 2002 2003 2004 2005
Cough suppressants market trend 2000-2005
UNITS UNITS

9. Environmental Analysis
 The market
 The competitors
 The target audience
 The current marketing activity and performance

10. The Competitors
1. Cough and cold preparations
2. Expectorants
3. Cough suppressants

11. The Competitors
1- Cough And Cold Preparations
31%
18%
15%
9%
8%
5%
3%
3%
3% 5%
Cough and cold preparations sales units 2005 per product
GUAVA BRONCHO COUGH BALSAM GUAFLEX BABE-TON
BRONCH PULMOSAFE BESTRA-TEC BRONKING Other 7 products
Sales units 1,774,600

12. The Competitors
1- Cough And Cold Preparations
26%
16%
12%
11%
10%
6%
5%
3% 3%
3% 5%
Cough and cold preparations sales value 2005 per product
GUAVA BALSAM BRONCHO COUGH BABE-TON
BRONCH GUAFLEX BESTRA-TEC JUVIEX
PULMOSAFE BRONKING Other 7 products
Sales value 12,127,777

13. The Competitors
1- Cough And Cold Preparations
28%
19%
13%
11%
8%
4%
4%
3%
3% 2%
5%
Cough preparation RX 2004 per product
BALSAM BRONCHO COUGH GUAVA BABE-TON MINI GUAVA BRONCH
BESTRA-TEC GUAFLEX MASTER COUGH KALOBIN Other 6 products
Total RX 582,840

14. The Competitors
2- Expectorants
25%
7%
7%
7%5%5%
4%
3%
3%
3%
31%
Expectorants sales units 2005 per product
TOPLEXIL MUCOPHYLLINE FARCOLIN AVIPECT OSIPECT FARCOSOLVIN
MUCOSOL ALL-VENT BISOLVON PULMONAL N Other (51 Products)
Sales units 19,715,400

15. The Competitors
2- Expectorants
25%
8%
5%
5%
4%
4%4%
4%
4%
3%
34%
Expectorants sales value 2005 per product
TOPLEXIL MUCOPHYLLINE AVIPECT ULTRASOLV MUCOSOL FARCOSOLVIN
FARCOLIN OSIPECT ALL-VENT BISOLVON Other (51 Products)
Sales value 80,284,500

16. The Competitors
2- Expectorants
17%
11%
8%
6%
5%5%
4%
4%
4%
3%
33%
Expectorants RX 2004 per product
TOPLEXIL MUCOPHYLLINE OSIPECT AVIPECT
ULTRASOLV FARCOLIN PHENERGAN EXPECT BRONCHISTAL
ACTIFED EXPECTOR KOFFEX Other (35 Products)
Total Rx 3,233,614

17. The Competitors
3- Cough Suppressants
37%
11%8%
8%
8%
28%
Cough suppressants sales units 2005 per product
SINECOD PAXELADINE SELGON CODIPHAN PECTIPRONT OTHER 9 PRODUCTS
Sales units 1,654,500

18. The Competitors
3- Cough Suppressants
34%
14%
14%
11%
7%
20%
Cough suppressant sales value 2005 per product
SINECOD PECTIPRONT PECTIPRO PAXELADINE SELGON OTHER 9 PRODUCTS
Sales value 7,959,700

19. The Competitors
3- Cough Suppressants
31%
24%
19%
9%
7%
3%
3%
4%
Cough suppressants RX 2004 per product
PECTIPRONT SINECOD PAXELADINE NOSCAPINE SELGON SILOMAT COUGH CUT OTHER 6 PRODUCTS
Total RX 302,871

20. Environmental Analysis
 The market
 The competitors
 The target audience
 The current marketing activity and performance

21. The Target Audience
1- Cough And Cold Preparations
42%
18%
15%
13%
6%
5%
1%
Cough and cold preparations RX 2004 per specialty
PED GP IM GYNE PULM OTOR OTHERS
Total Rx 582,840

22. The Target Audience
2- Expectorants
32%
26%
17%
16%
5% 2% 2%
Expectorants RX 2004 per specialty
PAD GP IM PULM OTOR GYNE OTHERS
Total Rx 1,605,337

23. The Target Audience
3- Cough Suppressants
32%
31%
19%
12%
5%
0% 1%
Cough suppressants RX per specialty
PED GP PUL IM OTOR GYNE OTHERS
Total RX 315,569

24. Environmental Analysis
 The market
 The competitors
 The target audience
 The current marketing activity and performance

25. Current Marketing Activity
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
2000 2001 2002 2003 2004 2005
Guava sales 2000-2005
UNITS VALUE
RX 2004: 73,738

26. Contents
1. Environmental analysis
2. SWOT analysis
3. Marketing objectives
4. Marketing strategy
5. Marketing implementation
6. Monitoring

27. Guava
Strength Weakness
ThreatsOpportunity

28. Guava
S
W
TO
PRODUCT
•Easy Name
•Safety profile
•Available in two pharmaceutical forms
•Number 1 in sales volume for the company

29. Guava
S
TO
PRODUCT
•Expensive
•Distribution by general teams
PROMOTION
•Sales decline 2005
w

30. Guava
O
W
T
S
Decline in cough suppressants and
expectorants market

31. Guava
S W
O
T
Prescription exchange due to closely named
competing products

32. Contents
1. Environmental analysis
2. SWOT analysis
3. Marketing objectives
4. Marketing strategy
5. Marketing implementation
6. Monitoring

33. Marketing Objectives
RX: 100,000 Prescriptions
Sales: 800,000 units
4,800,000 L.E.

34. Contents
1. Environmental analysis
2. SWOT analysis
3. Marketing objectives
4. Marketing strategy
5. Marketing implementation
6. Monitoring

35. Marketing Strategy
1. Selecting the target market segment
2. Determining the marketing mix

36. 1- Selecting The Target Market Segment
1) Paeditricians
2) G.P.
3) Chest
4) I.M
5) E.N.T
6) Gynecologist
7) The pharmacist and the patient

37. 1- Selecting The Target Market Segment
Pediatricians
40%
17%
16%
13%
10%
4%
Pediatricians RX per indication
OTH AC LOW RESP INF ACUT UPPER RESP INF SYM/SN CIRC/RES SYS
CHRON LOW RESP DIS INFLUEN & PNEUMONIA OTHERS
Total RX 1,994,380

38. 1- Selecting The Target Market Segment
Pediatricians
55%
22%
23%
Pediatricians RX per market
COUGH AND COLD EXPECTORANTS COUGH SUPPRESSANTS
Total RX 443,826

39. 1- Selecting The Target Market Segment
G.P.S
35%
34%
9%
7%
7%
8%
G.P. RX per indication
CHRON LOW RESP DIS OTH AC LOW RESP INF INFLUEN & PNEUMONIA
ACUT UPPER RESP INF SYM/SN CIRC/RES SYS OTHERS
Total RX 1,750,477

40. 1- Selecting The Target Market Segment
G.P.
34%
33%
33%
G.P. RX Per Market
COUGH AND COLD EXPECTORANTS COUGH SUPPRESSANTS
Total RX 300,046

41. 1- Selecting The Target Market Segment
Chest
54%
18%
9%
7%
6%
6%
Chest Rx Per Indication
CHRON LOW RESP DIS OTH AC LOW RESP INF SYM/SN CIRC/RES SYS
INFLUEN & PNEUMONIA ACUT UPPER RESP INF OTHERS
Total RX 1,099,738

42. 1- Selecting The Target Market Segment
Chest
23%
39%
38%
Chest Rx Per Market
COUGH AND COLD EXPECTORANTS COUGH SUPPRESSANTS
Total RX 151,709

43. 1- Selecting The Target Market Segment
I.M.
38%
22%
11%
9%
8%
8%
4%
I.M. Rx Per Indication
CHRON LOW RESP DIS OTH AC LOW RESP INF SYM/SN CIRC/RES SYS ACUT UPPER RESP INF
OTH DIS RESP SYSTEM INFLUEN & PNEUMONIA OTHERS
Total RX 1,037,917

44. 1- Selecting The Target Market Segment
I.M.
53%
23%
24%
I.M. Rx Per Market
COUGH AND COLD EXPECTORANTS COUGH SUPPRESSANTS
Total RX 162,645

45. 1- Selecting The Target Market Segment
E.N.T.S
26%
24%23%
10%
8%
9%
E.N.T. Rx Per Indication
ACUT UPPER RESP INF DIS MIDDLE EAR/MAST OTH DIS UPP RSP TRT
OTH AC LOW RESP INF SYM/SN CIRC/RES SYS OTHERS
Total RX 305,601

46. 1- Selecting the target market segment
E.N.T.
50%
25%
25%
E.N.T. Rx per market
COUGH AND COLD EXPECTORANTS COUGH SUPPRESSANTS
Total RX 62,888

47. 1- Selecting The Target Market Segment
Gynecologists
55%
26%
6%
5%
8%
Gyne RX per indication
OTH OBSTET CON NEC SYM/SN CIRC/RES SYS OTH DIS RESP SYSTEM NON-INFLM FEM GN TRT OTHERS
Total RX 201,752

48. 1- Selecting The Target Market Segment
Gynecologists
COUGH AND COLD
97%
EXPECTORANTS
2%
COUGH SUPPRESSANTS
1%
Gyne RX per market
Total RX 79,273

49. 1- Selecting The Target Market Segment
Gynecologists
BALSAM
27%
BRONCHO COUGH
21%MASTER
COUGH
9%
SEKEM
ANTICOUGH HE
10%
MELROSUM
3%
GUAFLEX
5%
BRONCH
8%
GUAFA LEAF
7%
JUVIEX
3%
GUAVA
7%
Gyne RX cough and cold per product
Total RX 81,442

50. 1- Selecting The Target Market Segment
Pharmacist & Patient
13%
87%
Pharmacist and the patient
RX SALES UNITS

51. 2- Determining The Marketing Mix
1- The Product
GUAVA will be positioned as a cough mixture
For all types of cough

52. Determining The Marketing Mix
2- Distribution
Guava will be intensively distributed.

53. Determining The Marketing Mix
3- Promotion
1. Personal Selling
2. Sales Promotions
3. Advertising

54. Determining The Marketing Mix
4- Price
GUAVA
Syrup 120 ml. : 6 L.E.
Drops 15 ml. : 3.5 L.E.

55. Contents
1. Environmental analysis
2. SWOT analysis
3. Marketing objectives
4. Marketing strategy
5. Marketing implementation
6. Monitoring

56. Marketing Implementation
1. Activities
2. Who will perform these activities?

57. Marketing Implementation
1- Activities
Physician: Brochure, Sample, and Gift “ FIFA 2006
match schedule”
Pharmacist : Poster and Stand
Broadcast: Internet advertising at sportive site
”www.yallakora.com”
Quarter
2/2006
Physician : Brochure, Sample, and Gift “Emsakya”
Pharmacist : Sample and Gift “ Emsakya”
Broadcast: TV ad
Quarter
3/2006

58. Marketing Implementation
1- Activities
Physician : Flyer, Sample, and Gift “ New Year
Calendar”
Pharmacist : Sample and new year mouse pad
Quarter
4/2006
Physician : Flyer, sample, and Gift “Mother’s Day
flowers”
Pharmacist : Sample
Quarter
1/2007

59. 2- Marketing Implementation
Who Will Perform?
1. Medical Representatives
2. Advertising Agency for the TV ad and the Internet
ad

60. Contents
1. Environmental analysis
2. SWOT analysis
3. Marketing objectives
4. Marketing strategy
5. Marketing implementation
6. Monitoring

61. 6- Monitoring
45,000
50,00050,000
45,00045,00045,000
70,000
80,000
85,000
95,000
100,000
100,000
0
20,000
40,000
60,000
80,000
100,000
120,000
UNITS