Launch plan without cannibalization the existing product mix
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This document provides details on the brand extension of Histocalamine into a natural formulation called Histocalamine Natural. It discusses the product description, target customers, market analysis, sales forecasting, and communication and promotion strategy for the launch. The key points are: 1. Histocalamine Natural is a natural calamine lotion formulation containing calamine, aloe vera, glycerol and other natural extracts. 2. The target customers are dermatologists, pediatricians, and general physicians for indications like dermatitis, eczema, and rashes. 3. A market analysis shows the emollients and protectives market is over 350 crores with 9.6%
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
- 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
- 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
- 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
- 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
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