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This document provides background information on Opsonin Pharma Ltd and their product Mini 6 70mg Tablet. It discusses the origin and objectives of the report, the company's history dating back to 1978, an overview of their product and market profile. It then focuses on the marketing plan for Mini 6 70mg Tablet, describing the current market situation, competition, product details, pricing, and strategies to target gastroenterologists and other specialists.
This document provides background information on Opsonin Pharma Ltd and their product Mini 6 70mg Tablet. It discusses the origin and objectives of the report, the company's history dating back to 1978, an overview of their product and market profile. It then focuses on the marketing plan for Mini 6 70mg Tablet, describing the current market situation, competition, product details, pricing, and strategies to target gastroenterologists and other specialists.
This document provides background information on Opsonin Pharma Ltd and their product Mini 6 70mg Tablet. It discusses the origin and objectives of the report, the company's history dating back to 1978, an overview of their product and market profile. It then focuses on the marketing plan for Mini 6 70mg Tablet, describing the current market situation, competition, product details, pricing, and strategies to target gastroenterologists and other specialists.
In order to accomplish the partial requirement of the Marketing Management course (MKT-301), ! program, our respected super"isor Mr# $hamsad !hmed, !ssociate %rofessor, &ni"ersit' of !sia %aci(c assigned us to stud' the marketing plan of a product or )rand of a manufacturing compan' in angladesh# *e decided to conduct the stud' on +,%$,-I- %.!/M! 0IMIT123 4hich is one of the giant pharmaceutical companies at present in angladesh# !nd 4e chose 5ini6 70mg Ta)let 4hich is a "er' popular )rand of ,psonin %harma 0td# $o, the +Marketing %lan of 5ini6 70mg Ta)let3 is follo4ed )' a detail report# 1.2 Objective of the !t"#$: Broad Objective To ful(ll the requirement of ! program as necessitated )' &ni"ersit' of !sia %aci(c# Specifc Objectives To identif' the current market situation and compan'8s position in the industr' To anal'9e the product performance, competition, and distri)ution# To stud' the $*,T anal'sis of the product# To anal'9e the marketing strateg' of the )rand# To identif' the marketing o):ecti"es and issues# To stud' the action programs, )udgets and controls of the compan' rele"ant to the )rand# 1 1.% ðo#o'og$: Information used to make this report has 4orked 4ith )oth primary & secondary data# Primary Data: Informal face-to-face inter"ie4s 4ith the "arious e6ecuti"es of the compan' to gather primar' information# %articipants 4ere purposefull' selected as the' commonl' engaged in marketing directl' or indirectl'. Secondary Data: !nnual reports, periodicals, articles and )rochures pu)lished )' the compan'# 1.( )i*it+tion of the !t"#$: The follo4ing 4as the main limitations that 4ere faced 4hile preparing the report# *e could not co"er the 4hole area )ecause of the shortage of time# $ome people 4ere not "er' eager to gi"e us ans4er during their inter"ie4# !nother limitation of this report is compan'8s polic' of not disclosing some data and information for o)"ious reason#
7 CHAPTER T,O: CO&PAN- .AC/0ROUND 2.1 Abo"t Oponin Ph+r*+ )t#. %harmaceuticals sector is one of the most high gro4th and highl' pro(ta)le industries in the countr'# !t present, pharmaceutical industr' is the second largest ta6pa'er to the countries e6chequer# Most of the pla'ers of the industr' en:o' high pro(t margin# ,ne of the unique features of the industr' is that import is restricted for products that are )eing produced )' t4o local companies# The regulation encouraged local pri"ate in"estors in the sector# !d"ertisement )eing )anned for drugs, more emphasis is gi"en on sales force# 3 ,psonin is committed to impro"e its position continuousl' as a 0eading %harmaceutical compan' in angladesh and strengthen its glo)al presence# !t present ,psonin e6port their medicine in 17 countries# ,psonin creates "alue for its customers and other stakeholders )' pro"iding highest qualit' health care solutions through appropriate application and de"elopment of resources and processes# 2.2 Hitoric+' .+c1gro"n# of the Co*p+n$: The ,psonin %harma 0imited $tarted it )usiness operation in 1;<= as a partnership )usiness in the name +,psonin >hemical 0imited3# In the 'ear 1;?= the legal status 4as su)sequentl' change @ it got listed as pri"ate limited compan'# In 700< the compan' 4as renamed as +,psonin %harma 0imited3# 1;<=-7003 Integrating the "isionar' imagination for )asic industrial de"elopment in this countr' )' the 5ounder >hairman 0ate !)dul Khaleque Khan, the successors ha"e alread' esta)lished a num)er of inno"ati"e @ import su)stitute industrial units mainl' in the pharmaceuticals and related sectors# The seed that 4as planted in the 'ear 1;<= no4 has )ecome a tree# The 4a' the' 4alked though 4as not a smooth and plain one# !fter a thousand miles 4alk the plant of distilled 4ater has no4 opened a ne4 hori9on in angladesh pharma industr'# 5rom the inception the compan' al4a's )elie"ed in nation )uilding acti"ities# It cherished dream is to ser"e the mankind and the man )ehind the mankind# This dream has come into realit' as a result of thousand miles thro))ing 4alk of thousand people# Company at a Glance: 1;<=- %artnership )usiness started# 1;=7- Manufacturing of in:ecta)les A 1;?=- 1nlisted as pri"ate limited compan' 1;B0- 16panded nation4ide marketing @ distri)ution 1;B7- Manufacturing of anti)iotic capsules 1;B<- 16port of products to $outh 1ast !sia and the Middle 1ast 1;;=- Manufacturing of suppositories (rst time in angladesh 1;;?- Manufacturing of soft gelatine capsules 7000- I$, ;001 certi(cation 7003-$ite de"elopment and planning for ne4 factor' 700<->ompan' name has changed from C,psonin >hemical Industires 0td#C to C,psonin %harma 0td#C Support Division consist of the following departments- 1. Operational: 2eals 4ith the processing acti"ities of the )usiness department# 2. Finance: 2eals 4ith the (nancial of organi9ation and reporting# 3. Hman !esorce: 2eals 4ith %eople of the organi9ation# ". #dministration: 1nsure the smooth running of the organi9ation )' pro"iding logistic support etc# $. %ommercial: >ommercial 2epartment deals 4ith purchase of ra4 materials# &. 'ar(etin)D 2eals 4ith the marketing of production# < 2.% Abo"t Co*p+n$2 ."ine Profi'e: ,psonin %harma 0td is a manufacturer of the medicines @ healthcare products in angladesh# The compan' is selling its product )oth in local @ international market# Its main market is across the )order of !frica, ,ceania, Middle 1ast @ 1astern !sia# ,psonin %harma 0td has adopted the *orld .ealth ,rgani9ations (*.,) guidelines on EM% in the qualit' Management s'stem# Fualit' !ssurance %rocedures ensure that the qualit' of the products is maintained )' strict compliance 4ith international %harmacopoeias speci(cation on ra4 materials, packing materials @ (nished products# ,psonin %harma 0td has more than 7100 emplo'ees 4hich include di"ersi(ed professional team like %harmacist, >hemist, )iochemist, chartered accountant, cost @ management accountant etc# The compan' has a large sales team of more than A7< professionall' trained persons 4ho are con(rming the distri)ution of the products throughout the countr'# 2.( Ditrib"tion ,psonin %harma distri)ute their product in the 4hole countr' through their depots in the follo4ing districtsD /angpur /a:shahi ogra M'mensingh $'lhet 2haka >omilla Khulna arisal >hittagong = CHAPTER THREE: &AR/ETIN0 P)AN O3 4 3INI5 26 &0 TA.)ET7 %.1 Abo"t 3ini8 26 *g T+b'et: 5inin6 is a superior )rand in angladesh due to its superior features# 5ini6 is the preparation of /a)epra9ole $odium# /a)epra9ole is an antiulcer drug in the class of proton pump inhi)itors# 1ach enteric-coated of 5ini6 70 mg ta)let contains /a)epra9ole $odium I-- 70 mg# $impl' to sa', 5ini6 is a gastric medicine# It is used to treat conditions caused )' e6cessi"e acidit' in the stomach, such as stomach ulcers and reGu6 disease# 5ini6 treats these conditions )' reducing the amount of acid that one8s stomach makes# Pr odct Def ni t i on Therapeutic class D !nti-ulcerants $u)-therapeutic class D %roton %ump Inhi)itor 2osage form D Ta)let $trengths D 70 mg Eeneric name D /a)epra9ole I--# ? %.2 C"rrent &+r1et !it"+tion: /a)epra9ole is the highest gro4ing generic in total anti-ulcerant market# 2ue to the highest gro4th of /a)epra9ole almost all leading companies paid their deep concentration in this market and this generic market has )ecome more competiti"e# ut, due to the una"aila)ilit' of the In:ecta)le formulation of /a)epra9ole opsonin is losing the huge market share# ,psonin is thinking of launching the In:ecta)le formulation of /a)epra9ole# It the' )ecome successful, it 4ill surel' make a noise in the /a)epra9ole market# This 'ear compan'8s main focus )rand is Fini* and the positioning 4ill )e the fastest acting %roton %ump Inhi)itor in the treatment of E1/2 and the most prefera)le choice in -$!I2s induced ulcer# The main focus target segment is Eastroenterologist, E'necologist, 2entist, ,rthopedics, Medicine specialist @ cardiologist# %.2.1 &+r1et Decription: The total %harma market in angladesh in 7017 is Tk# ;13A Million, of 4hich the !nti-ulcerant market consists of Tk# 17;= Million of 4hich tk# 1033 million is proton %ump Inhi)itor market# !n o"er"ie4 of the current therapeutic market is sho4n )elo4D IMS Therapeutic Class/ 2012 Code Sub class/ Value Share Growth Molecule (MTK) (%) (%) A02 Anti-ulcerant market 1296 100 12 A02B Proton Pump Inhibitors 1033 75 16 AZI0A1!abepra"ole 72 7 #3 B 5ini6 has alread' a "er' strong )rand image in /a)epra9ole market @ "er' attracti"e sachet packaging to promote# ut to reach diHerent specialist, the' 4ill arrange "arious scienti(c seminars and round ta)le discussion at diHerent departments of diHerent institutions in future# %.2.2 Pro#"ct Revie9: !# %rice anal'sis of ,psonin8s )randD Bra nd %ompa ny Stren)t+ Dosa)e ,orm Pac( si-e '!P .ncldin) /#01Bo* 20a(a3 '!P .ncldin) /#010abl et 20a(a3 5ini6 ,psoni n 70 mg Ta)let 10610 <07#00 <#07 # %ack $i9eD Prodct Si-e 5ini6 70 mg Ta)let 106108s ># $helf life Prodct 4ears 5ini6 70 mg Ta)let 7 %.2.%: Co*petition Revie9: ; 5ini6 has alread' esta)lished as a "er' strong )rand in /a)epra9ole market# The market share of 5ini6 is gro4ing da' )' da'# ut there are some competitors present in the market# There are se"eral direct and indirect competitors of 5ini6# #. Direct %ompetitors: Geeric! "abepra#ole 2012 $rad a%e Co%pa& Value (MTK) Mar'et Share (%) Growth (%) Paricel A$I 15%&9 21 19 !abe Aristopharma 15%3# 20 #6 Aci'i( Be(imco 6%79 & 999 !asoni( Incepta #%9 5 -& !abesec )ru* Int% 1%60 2 -19 !abeca +,uare 1%37 1 999 B. .ndirect %ompetitors: 5ini6 70 mg Ta)let is the fastest acting proton pump inhi)itor# $o the' indirectl' compete 4ith other %roton %ump inhi)itors in the market# Indirect competition 4ith other %%Is is sho4n in the follo4ing ta)les% 2012 $rad / Co%pa& Value (Share Growth (MTK) (%) (%) )%epra#ole *0+ * * +eclo +-A 1#6 29 9 +eclo In.% 1%# 1 10 /osectil +01 101 20 9 10 /osectil in.% 1%6 1 73 2el3rin A$I #3 & 2 2el3rin In. 0%7 1 19 2012 $rad / Co%pa& Value (Share Growth (MTK) (%) (%) ,so%epra#ole -2. - *- 4a(pro !A 72 22 2& 4a(pro In. 1%6 2 67 +e*el 53 #5 13 1# +er*el In. 0%& 1 #5 6e(um +-A 22 6 21 6e(um In. 0%3 1 29 2012 $rad / Co%pa& Value (Share Growth (MTK) (%) (%) /atopra#ole 1.+ 1 11 Pantoni( IAP &1 5# 12 Pantoni( In. 3 3 -3 Pantobe( Be( 15 10 -3 ># Market $hare of 5ini6D Geeric! "abepra#ole 2012 $rad a%e Co%pa& Value (MTK) Mar'et Share (%) Growth (%) 1ini( 7P/ 7psonin 30%13 37 60 11 The current market share of 5ini6 @ its competitors8 is sho4n in the chart )elo4D %.2.(: Ditrib"tion Revie9: >hannel of distri)ution of pharmaceutical product is the channel through 4hich pharmaceutical products are distri)uted among the customers# The manufacturing factor' of ,psonin %harma 0td# is located at /upatoli, arisal# !fter collecting the products from the factor' through the regional depots ,psonin %harma distri)utes (ni6 to the chemists )' their o4n mean of transportation# !e)ional Distribtion System: 17 %.% !,OT An+'$i: .nternal environment Stren)t+ /a)epra9ole is the fastest acting %%I among all %%Is# 5ini6 ensures fastest onset of action @ pre"ents e"en the slightest chance of treatment failure# 5ini6 is alread' holding the highest market share in /a)epra9ole market# %regnant 4omaen can also use 5ini6 safel'# 5ini6 does not )ear an' e6tra cost for its e6clusi"e packaging (Tk# <#00Ita)let) compared to other )rands# 5ea(ness $pecialist 4ise target doctor promotional campaign 'et not done# 6*ternal environment Opportnities The market of /a)epra9ole is gro4ing 4ith a highest gro4th rate of A3J among all %%Is# !lread' /a)epra9ole is the most popular drug to the doctor among the all %%Is due to its prompt action# 0+reats /a)e, !ci(6, %aricel, /a)eca, $eclo, ,mep, 0osectil, Keldrin, %antoni6, Ma6pro @ $ergel etc# are gro4ing 4ith a high gro4th rate in /a)epra9ole Ta)let market# 13 %.( &+r1eting Objective : I"e: 'ar(eti n) Obj ecti ve #Quanti tati ve Obj ecti ve: o increase the prescription share o' 1ini( up to 508 9o' !abepra"ole:% o achie;e 58 share o' Proton pump Inhibitors market b< achie;in* a sales ;alue o' k% 500 million maintainin* 1008 *ro=th 'rom the last <ear% Sales Tar0et! 7nits Stren)t+ Pac( si-e 0P 4ear 2813 281" 281$ 5ini6 70 mg Ta)let 100Cs 3??#AA 1<,;0,000 73,B<,000 3<,??,<00
/ale Stren)t+
Pac( si-e 0P 4ear 2813 281" 281$ 5ini6 70 mg Ta)let 100Cs 3??#AA =0,01,7;,=0 0 ;0,00,00,00 0 1,3<,00,00,0 00 Total &898192:9& 88 :898898898 88 193$9889889 888 Ero4th (J) 100 <0 <0 Prescription 0ar)et: Lear 5orecasted Market $i9e of /a)epra9ole Ta)let (MTK) 5orecasted Ero4th (J) %rescription $hare (J) 7013 103 A3 <0 701A 1<A <0 <0 1A 701< 731 <0 <0 #Qualitative objective To esta)lish 5ini6 70 mg Ta)let as a drug of choice in %roton %ump Inhi)itors market# Forecast o, commercial Pac( ; P+ysician Sample %ommercial pac( 'ont+ <an Feb 'ar #pr 'ay <n <l $K& Molume Molume Molume Molume Molume Molume Molume Malue Malue Malue Malue Malue Malue Malue 5ini6 70 mg Ta)let 100000 110000 170000 170000 130000 1A0000 1<0000 3??AA00 0 A1<1BA0 0 A<7;7B0 0 A<7;7B0 0 A;0=?70 0 <7BA1=00 <==1=000 P+ysician Sample 'ont+ #) Sep Oct =ov Dec 0ot yr 0ot 4r $K& Molume Molume Molume Molume Molume Molume Molume Malue Malue Malue Malue Malue Malue (T%) Malue (T%NM!T) 5ini6 70 mg Ta)let 1<0000 1=0000 1=0000 130000 170000 1$9:8988 8 &898192:9 &88 <==1=000 =03;0A0 0 =03;0A0 0 A;0=?70 0 A<7;7B0 0 =0,01,7;, =00 ?0,71,AA,0 00 1< 'ont+ <an Feb 'ar #pr 'ay <n <l $K& Molume Molume Molume Molume Molume Molume Molume Malue Malue Malue Malue Malue Malue Malue (>,E$NM!T) 5ini6 70 mg Ta)let ==000 ==000 ==000 ==000 ==000 ==000 ==000 31A1=0 31A1=0 31A1=0 31A1=0 31A1=0 31A1=0 31A1=0 #Business Objective 4ear Stren)t+ 7nit >'? >' in BD0 0otal >' in BD0 7013 5ini6 70 mg Ta)let 1<,;0,00 0 3< 71,A<,77,B0 0 219"$9229@88 701A 5ini6 70 mg Ta)let 73,B<,00 0 3< 37,1?,BA,70 0 3291A9@"9288 701< 5ini6 70 mg Ta)let 3<,??,<0 0 3< AB,7=,?=,30 0 "@92&9A&9388 .sses: In order to achie"e the o):ecti"e, the promotion 4ill aggressi"e and highl' in"asi"e #Total Marketing and sales e6penditure )udget is a)out Tk# B0 million 4hich is around 10J of achie"a)le sales forecast# %.; &+r1eting !tr+teg$: B 'ar(et Se)mentation 1= 5ini6 70 mg Ta)let promotes to the follo4ing $peciali9ationsD Eastroenterologists E'enocologist ,rthopedicians Medicine specialists 2entists >ardiologists E% #Tar0et 1octors 1octor speciali#atio 2o3 o4 1octor >astroenterolo*ists 500 ><necolo*ist 1500 7rthope3icians 500 4e3icine specialists 1000 $ar3iolo*ists 500 >P 1500 Tota5 **00 BPosi ti oni n) /a)epra9ole is an ideal choice of drugO In the treatment of -$!I2s induced ulcer ! superior option in E1/2 1nsures fastest s'mptom relief from E1/2 Strategies: $ome strategies are follo4ed )' ,psonin %harmaD BProdct Strate)y: ,psonin is the pioneer compan' that pro"ides 5inin6 (/a)epra9ole) 70mg Ta)let in dou)le !lu-!lu )lister in dou)le !lu- !lu sachet packaging 4hich ensures- >onsistent therapeutic ePcac' throughout the shelf life# 1? 16tra protection from moisture etter acceptance )' the patients BPricin) Strate)y: ,psonin does not demand an' e6tra cost for the e6clusi"e !lu- !lu packaging 4hich is onl' Tk# <#00ITa)let compared to other )rands# ,ther )rands don8t ha"e such t'pe of modern packaging# BDistribtion Strate)ies: 2istri)ution $trateg' is a plan created )' the management of a manufacturing )usiness that speci(es ho4 the (rm intends to transfer its products to its consumers# Raw materials are imported from various sources to produce the product Finix in the factory at Rupatoli. From the factory products reach to the two Central Stores one of which is in Dhaka & another one is in Barisal. From this central stores Opsonin distriutes Fnix to its total !" depots y their own transportation system. #fter $ettin$ the orders which is collected y %S& '(O they distriute the product to the respective chemist shops. )his is shown in the followin$ dia$ram*
1B 1; Barisal 1actor< )haka $entral +tore Barisal $entral +tore )haka )epot 6ara<an*on. )epot 4<mensin*h )epot 0ishore*on. )epot an*ail )epot $hitta*on* )epot $omilla )epot $o(?s Ba"ar )epot +<lhet )epot 4oulo;iba"ar )epot B% Baria )epot 6oakhali )epot $han3pur )epot Barisal )epot 1ari3pur )epot Patuakhali )epot 0hulna )epot @essore )epot 0ustia )epot Bo*ra )epot !an*pur )epot )ina.pur )epot !a.shahi )epot Pabna )epot 1ari3pur )epot !a.shahi )epot Che%ist Shop Che%ist Shop hrou*h $o;ere3 ;anA Pick upA 3eli;er< ;anA )eli;er< Assistant 9)A: hrou*h $o;ere3 ;anA Pick upA 3eli;er< ;anA )eli;er< Assistant 9)A: B%ommni cati on strate)i es -o# of 2etailing %romotions D 07 -o# of /eminder %romotions D 0A -o# of >linical Meeting D 10 -o# of /M%I%> Meeting D 0< ,psonin %harma 0td# maintain their communication 4ith their targeted doctors and chemists through $amples %rinted materials (%ad, >alendar, 2iar', To4el etc#) Eifts (%en) 0iterature etc# Moreo"er, ,psonin oHers AJ discount to the chemists to impress them# Basis o, p+ysician sample allocation: (PP' Doctor speciali-ation =o. o, Doctor PP'1doc tor 0otal nit Eastroenterologists <00 B A000 E'necologist 1<00 = ;000 ,rthopedicians <00 A 7000 Medicine specialists 1000 A A000 >ardiologists <00 A A000 E% 1<00 B 17000 0otaC $$88 3$9888 70 (Sample Doctor speciali-ation =o. o, Doctor 7nit1doc tor 0otal nit Eastroenterologists <00 1= B000 E'necologist 1<00 17 1B000 ,rthopedicians <00 B A000 Medicine specialists 1000 B B000 >ardiologists <00 B A000 E% 1<00 1= 7A000 0otaC $$88 &&988 8 ( $ome e6tra literature 4ill )e needed for promotion to other doctor8s BPrescription calclation -o# of prescriptions required nationall' (calculated for 17 months) 2u%ber o4 prescriptios re6uired atioall&! /roduct /ac' si#e Tar0et Sales 2o3 o4 /rescriptio 7earl& Mothl& 7earl& Mothl& 1ini( 20 m* ablet 10(10 15A90A000 1A32A500 1A59A00A000 13A25A000 6%B% 7ne Prescription B10 ablet 2u%ber o4 prescriptios to be 0eerated b& each doctor! /roduct /er 7ear /er Moth /er 8ee' 1ini( 20 m* ablet 2&90 2#0 60
2u%ber o4 tar0et doctors /roduct Tar0et 1octors /er M/) Total 71 1ini( 20 m* ablet 3-# 5500 %.< Action Progr+*: There are some action plans of ,psonin %harma 0imited that 4ill )e performing during the 'ear according to their marketing strategies# !ction program pro"ides ans4ers of the follo4ing questionsD What will be done? O $ome promotional campaigns 4ill )e performed to achie"e the marketing o):ecti"e# When will it be done? O The entire 'ear 4ill )e di"ided into t4o campaigns# Who is responsible for doing it? O Their ($)M%,s 4ill )e responsi)le for performing these acti"ities# ow much will it cost? O !n estimated e6pected cost is gi"en in the )udges schedule# Promotional %ampai)ns %ampai)nD81 1. Objective: To esta)lish 5ini6 70 mg Ta)let in !nti-ulcerants market To highlight to the doctor that /a)epra9ole is the )est molecule among all %%Is due to its unique superiorit'# To esta)lish that 5ini6 is the ideal choice in E1/2 @ -$!I2s induced ulcer To achie"e the target of 5ini6 70 mg Ta)let during the campaign period# 77 2. Activities: 2etailing promotion to the target doctor in the month of Qanuar', 5e)ruar' @ Ma' 7013# /eminder promotion to the target doctors in the month of March, !pril @ Qune 7013# 3 Duration: Qan to Qune 7013# 4. Cycle Promotion: Promotion 4onth 1 2 3 # 5 6 )etailin* C C - - C - !emin3er - C C - C . !arget "octors: Eastroenterologists E'necologist ,rthopedicians Medicine specialists >ardiologists E% #. Promotional tools: %%M @ $ample# A. Action Plan: 73 i# 1ach ($) M%, 4ill select those doctors mentioned in the sample challan and pa' them adequate "isit 4ith sample @ %%M# ii# The ma:or target doctor for promoting the product is the Eastroenterologist @ E'necologist# ($)M%, 4ill "isit the Eastroenterologist @ E'necologist at least three times in a 4eek in their territor' 4ith 5ini6 70 mg Ta)let# The >ardiologist and ,rthopedicians 4ill get A "isits in a month# iii# The M%, 4ill highlight the )ene(ts @ superiorit' of /a)epra9ole o"er %roton %ump Inhi)itors# i"# ($)M%,s 4ill follo4 up the prescription of 5ini6 70 mg Ta)let of their target doctor in their territor' @ 4ill ensure at least =0 prescriptionsI4eek from the target doctor# "# 1ach M%, 4ill de"elop at least three )rand lo'al prescri)er of 5ini6 70 mg Ta)let in their territor' 4ho 4ill ensure at least 7A0 prescriptionsImonth# "i# ($)M%,s 4ill identif' the prescri)er of /a)e, %aricel, !ci(6, /a)eca, $eclo, >osec, 0osectil, Keldrin, ,mep, Ma6pro, $ergel, -e6um, 1soni6, 1soral, %antoni6 @ %anto)e6 etc# Ta)let prescri)ers as these )rands are en:o'ing the ma:or prescription share @ 4ill con"ert them in to the prescri)er of 5ini6 70 mg Ta)let in their territor'# @. Cam$aign Bu"get Moth /rited Materials /h&sicias Sa%ple Gi4t T&pe 9t& :it /rice Value ($1T) T&pe 9t& :it /rice Value ($1T) T&pe 9t& :it /rice Value ($1T) @an /it 35000 5 1A75A000 20 m* ab% 66A000 9%11 6A01A260 1eb /it 35A000 5 1A75A000 20 m* ab% 66A000 9%11 6A01A260 5500 100 5A50A000 4ar +$ 35A000 2 70A000 20 m* ab% 66A 000 9%11 6A01A260 Apr +$ 35A000 2 70A000 20 m* ab% 66A 000 9%11 6A01A260 5500 100 5A50A000 4a< /it 35A000 5 1A75A000 20 m* ab% 66A 000 9%11 6A01A260
@un +$ 35A000 2 70A000 20 m* ab% 66A 000 9%11 6A01A260 5500 200 11A00A000 Sub total ;<-*<000 -=<0;<*=0 22<00<000 Total Cost o4 //M< Sa%ple ad Gi4t 7A %ampai)n D82 %. Objective: To esta)lish 5ini6 70 mg Ta)let as a )rand of choice in %roton %ump Inhi)itors market# To increase the prescription share of 5ini6 70 mg Ta)let# To highlight to the doctor that /a)epra9ole is the )est and superior molecule among all %%Is due to its unique superiorit'# To esta)lish that 5ini6 is the ideal choice in E1/2 @ -$!I2s induced ulcer To achie"e the target of 5ini6 70 mg Ta)let during the campaign period# &. Activities: 2etailing promotion to the target doctor in the month of Qul' @ ,cto)er 7013# /eminder promotion to the target doctors in the month of !ugust, $eptem)er, -o"em)er @ 2ecem)er 7013# 3 Duration: Qul' to 2ecem)er 7013# 4. Cycle Promotion Promotion 4onth 7 & 9 10 11 12 )etailin* C - - C - - !emin3er - C C - C C 7< . !arget "octors: Eastroenterologists E'necologist ,rthopedicians Medicine specialists >ardiologists E% #. Promotional tools: $ample @ %%M# A. Action Plan: i# 1ach ($)M%, 4ill select those doctors mentioned in the sample challan and pa' them adequate "isit 4ith sample @ %%M# ii# The M%,s 4ill highlight the superiorit' of /a)epra9ole o"er other %roton %ump Inhi)itors in the management of .'peracidit' related disorder# iii# ($)M%, 4ill frequentl' "isit the lo'al doctors pro"iding 7A0 prescriptions of 5ini6 70 mg Ta)letImonth 4ith adequate amount of sample# i"# %M2 4ill collect the name of the )est prescri)er (one doctor from each territor') of 5ini6 70 mg Ta)let along 4ith the name# "# ($)M%,s 4ill follo4 up the prescription of 5ini6 70 mg Ta)let of their target doctor in their territor' @ 4ill ensure at least =0 prescriptionsI4eek from the target doctor# "i# ($)M%,s 4ill identif' the prescri)er of /a)e, %aricel, !ci(6, /a)eca, $eclo, >osec, 0osectil, Keldrin, ,mep, Ma6pro, $ergel, -e6um, 1soni6, 1soral, %antoni6 @ %anto)e6 etc# prescri)ers as these )rands are en:o'ing the ma:or prescription share @ 4ill con"ert them in to the prescri)er of 5ini6 70 mg Ta)let in their territor'# 7= @. Cam$aign Bu"get Moth /rited Materials /h&sicias Sa%ple Gi4t T&pe 9t& :it /rice Value ($1T) T&pe 9t& :it /rice Value ($1T) T&pe 9t& :it /rice Value ($1T) @ul /it 35A000 5 1A75A000 20 m* ab% 66A000 9%11 6A01A260 Au* +$ 35A000 2 70A000 20 m* ab% 66A000 9%11 6A01A260 5500 100 5A50A000 +ep +$ 35A000 2 70A000 20 m* ab% 66A000 9%11 6A01A260 7ct /it 35A000 5 1A75A000 20 m* ab% 66A000 9%11 6A01A260 5500 100 5A50A000 6o; +$ 35A000 2 70A000 20 m* ab% 66A000 9%11 6A01A260 )ec +$ 35A000 2 70A000 20 m* ab% 66A000 9%11 6A01A260 5500 100 5A50A000 Sub total =<-0<000 -=<0;<*=0 -><*0<000 Total Cost o4 //M< Sa%ple ad Gi4t %.= !"cce &e+"re*ent: Goals 4or 201- /roduct :it $ud0et at T/ $ud0et at 2SI Total GM 1ini( 20 m* ablet 15A90A000 60A01A29A600 20A20A96A#96 21A#5A22A&00 $rad =0<01<2+<=00 20<20<+=<.+= 21<.*<22<>00 Goals 4or 201. /roduct :it $ud0et at T/ $ud0et at 2SI Total GM 1ini( 20 m* ablet 23A&5A000 90A00A00A000 29A91A03A300 32A17A&#A200 $rad +0<00<00<000 2+<+1<0-<-00 -2<1;<>.<200 Goals 4or 201* 7? /roduct :it $ud0et at T/ $ud0et at 2SI Total GM 1ini( 20 m* ablet 35A77A500 1A35A00A00A000 ##A&6A5#A950 #&A26A76A300 $rad 1<-*<00<00<000 ..<>=<*.<+*0 .><2=<;=<-00 %.> ."#get !"**+rie: Moth /rited Materials /h&sicias Sa%ple Gi4t Total T&pe 9t& :it /rice Value ($1T) T&pe 9t& :it /rice Value ($1T) T&pe 9t& :it /rice Value ($1T) Value ($1T) @an /it 35000 5 1A75A000 20 m* ab% 66A000 9%11 6A01A260 1eb 35000 5 1A75A000 20 m* ab% 66A000 9%11 6A01A260 5500 100 5A50A000 4ar +$ 35A000 2 70A000 20 m* ab% 66A000 9%11 6A01A260 Apr +$ 35A000 2 70A000 20 m* ab% 66A000 9%11 6A01A260 5500 100 5A50A000 4a< /it 35A000 5 1A75A000 20 m* ab% 66A000 9%11 6A01A260 @un +$ 35A000 2 70A000 20 m* ab% 66A000 9%11 6A01A260 5500 200 11A00A00 @ul /it 35A000 5 1A75A000 20 m* ab% 66A000 9%11 6A01A260 Au* +$ 35A000 2 70A000 20 m* ab% 66A000 9%11 6A01A260 5500 100 5A50A000 +ep +$ 35A000 2 70A000 20 m* ab% 66A 000 9%11 6A01A260 7ct /it 35A000 5 1A75A000 20 m* ab% 66A000 9%11 6A01A260 5500 100 5A50A000 6o; +$ 35A000 2 70A000 20 m* ab% 66A000 9%11 6A01A260 )ec +$ 35A000 2 70A000 20 m* ab% 66A000 9%11 6A01A260 5500 100 5A50A000 Sub total 1-<=*<000 ;2<1*<120 -><*0<000 Total Cost o4 //M< Sa%ple ad Gi4t 7B ,?pected Sale &898192:9&88 //M Cost 13A65A000 //M Cost Vs Sale (%) 0%238 Sa%ple Cost 72A15A120 Sa%ple Cost Vs Sale (%) 1%208 Gi4t 3&A50A000 Gi4t Cost Vs Sale (%) 0% 6#8 Total /ro%o@Cost 1A2#A30A120 /ro%o@Cost Vs Sale (%) 2%078 %.? Contro': To increase the market @ prescription share and also to maintain the e6isting )rand image of ,psonin %harma 0td# there need to )e controls in place to monitor the planCs progress# ,psonin %harma 0td# monthl' e"aluates the sales @ prescription of the M%,# ,psonin al4a's focuses in maintaining the qualit' of their products# The' also pa' great attention to costs, customer satisfaction and other factors that ma' aHect their marketing o):ecti"es# There is a control team under ./ department 4hich :o) is to super"ise the factors to maintain the qualit' and other factors that can aHect their sales# Biblio)rap+y 7; Marketing Management, %hilip Kotler, 13th 1dition, 2orling Kindersle' (India) %"t# 0td#, 7010 O 11# httpDII444#opsonin#com, on 7<th Qanuar', 7013-07-01 # # # # # # # # # # # # # # # # # # # # # # # # # # # # 30
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