Marketing plan
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Contents of the marketing plan: 1. Executive summary
P 3-4
2. Current market situation
P 5-7
3. Opportunity and issue analysis
P 8-9
4. Objectives
P 10
5. Marketing strategy
P 11-14
6. Action programs
P 15
7. Financial projections
P 16
8. Implementation controls
Marketing plan
P 17
2
Company Profile:
Square Pharmaceuticals started their operation as a Partnership Firm. In 1964 they converted into a Priva Private te Limite Limited d Company Company.. In 1974 1974 they they conduct conduct a techni technical cal Collab Collabora oratio tion n with with Jansse Janssen n Pharma Pharmaceu ceutic tical, al, Belgiu Belgium, m, a subsid subsidiar iary y of Johnso Johnson n & Johnson Johnson Intl, Intl, USA. USA. In 1982 square square pharmaceuticals signed a licensing agreement with F. Hoffmann-La Roche Ltd., Switzerland. In 1985 they achieved market-leadership in the Pharmaceutical market of Bangladesh among all national and multinational companies. In 1987 square become Pioneer in Pharmaceutical export from Bangladesh. In 1991 they converted into public limited company. In 1994 they offered their Initial Public Offering of Square Pharmaceutical shares. In 1995 Chemical Division of Square Pharmaceuticals Ltd. starts production of pharmaceutical bulk products (API). In 1997 square pharmaceuti pharmaceuticals cals won the National Export trophy for exporting exporting pharmaceuticals. pharmaceuticals. In 1998 Agrochemicals & Veterinary Products division of Square Pharma starts its operation. In 2001 US FDA/UK FDA/UK MCA standa standard rd new Pharma Pharmaceu ceutic tical al factor factory y goes goes into into operati operation on built built under under the supervision of Bovis Lend Lease, UK. In 2005 New State-of- the-Art Square Cephalosporin’s Ltd. goes into operation; built under the supervision of TELSTAR S.A. of Spain as per US FDA/ UK MHRA requirements. In 2007 Square Pharmaceuticals Ltd., Dhaka Unit gets the UK MHRA approval.
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SQUARE today
symbolizes a name - a state of mind. But its journey to the growth and prosperity
has been no bed of roses. From the inception in 1958, it has today burgeoned into one of the top line line conglom conglomera erates tes in Bangla Banglades desh. h. Square Square Pharma Pharmaceut ceutical icalss Ltd., Ltd., the flagsh flagship ip company company,, is holding the strong leadership position in the pharmaceutical industry of Bangladesh since 1985 and is now on its way to becoming a high performance global g lobal player. VISION Square view business as a means to the material and social wellbeing of the investors, employees and the society at large, leading to accretion of wealth through financial and moral gains as a part of the process of the human civilization. MISSION
Square’s Mission is to produce and provide quality & innovative healthcare relief for people, maintain stringently ethical standard in business operation also ensuring benefit to the shareholders, stakeholders and the society at large. OBJECTIVE Square’s objectives are to conduct transparent business operation based on market mechanism within the legal & social frame work with aims to attain the mission reflected by our vision.
Corporate focus Square’s vision, mission and our Objectives are to emphasize on the Quality of product, process and Services leading to growth of the Company imbibed with good Governance practices.
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Organizational Structure:
Board of Director
Chairman Vice Chairman
Managing Director
Director
Resident Adviser
Marketing plan
Executive Director Admin
Executive Director Operation
Executive Director
Executive Director
5
Training & Employee Development in Square Square Square’s ’s Traini Training ng & Develo Developme pment nt enables enables their their people people to enhance enhance their their skill skills, s, keep them them updated with recent changes. They offer both on-the-job and off-the- job at both theoretical and practical training opportunities through a range of Local, Regional and International Training programs that include both functional and managerial levels on the basis of Training Need Assessment. Training Need Analysis (TNA) is conducted by Department Heads and Human Resource Department jointly on the basis of job analysis.
Management Development Training Marketing plan
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Round the year, management development training is organized for managers & executives at Square’s Corporate Headquarters, Dhaka Unit & Pabna Unit. Our own and renowned resource persons from home & abroad conduct the training sessions. They also send their employees to renowned local training institutes for specialized training.
Overseas Training
Square Square sends sends their their employ employee ee to abroad abroad for train training ing progra program m dependi depending ng on availa availabil bilit ity y of appropriat appropriatee topics. topics. Technical Technical persons persons of their factories factories attend attend the Factory Assessment Assessment Test (FAT) in various parts of the world for smooth operation of eq uipments.
Field Forces Training & Development
Each year, a significant number of Field Forces complete their induction training program and joined joined to their their respec respectiv tivee market marketss and appear appear at examina examinatio tion n in every every month month for further further development.
Field Forces Refresher Course
For updating product knowledge and selling skills of field forces, Refresher Course is organized in four different regions in every month.
Territory Manager Training
Twice in every year, mid-level managers of sales participate in the training program titled “Sales Territory Management” at a regular basis.
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Distribution:
Every year a number of Distribution Assistants (DA), Data Entry Operators (DEO) go under induction training program immediately after initial recruitment. Each month, Refresher course for DA, Driver and Packers is organized in two different depots for updating their knowledge.
Other Activities: •
Students of various universities are placed as Interns in different departments.
•
Significant number of students completed their In-Plant Training in our Plants.
•
Coordinating factory visit for different government and Institutions.
•
All newly joined executives go through a structured Orientation Program.
•
We conduct health, Hygiene & different awareness program for our colleagues.
Square conduct training on different compliance parameters for our factory colleagues.
1. Executive Summary In Bangladesh cardiovascular diseases are increasing day by day. High cholesterol level in blood is one of the important factors for developing cardiovascular complications.
For the treatment of high blood cholesterol, statins are the widely acceptable drugs. Presently 4 statins statins (Simvastat (Simvastatin, in, Atorvastat Atorvastatin, in, Fluvastati Fluvastatin, n, and Lovastatin) Lovastatin) are available available in Bangladesh. Bangladesh. Though there are a number of statins available worldwide, but considering the clinical profile, Rosuvastatin is the best and it is known as the “Super Statin”. We always try to launch superior
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molecule first time. In this context, square proudly launches the Super Statin by the name Rosuva®
If we consider the price, price of Rosuva tablet will be little bit high. Each tablet will cost Tk. 45.00. On the other hand the price of Lescol is Tk. 30 per tablet. But considering the clinical efficacy, Rosuvastatin is superior to fluvastatin. In this case our objective is to target some opinion moulders first for Rosuva tablet and special emphasis will be given to the doctors who usually attend the patients belonging to high-class of the society.
Our expectation is Tk. 32, 60,352 in launching year from this product. Market size of Lipid loweri lowering ng agents agents is Tk.16, Tk.16, 39, 74,473. 74,473. Our initial initial objecti objective ve is to snatch snatch 2% share share from this market segment. Pricing is crucial and we should have to overcome this limitation by aggressive promotional activities. Product price is Tk. 45.00/- per tab. GM of the product is 50% with a mark-up of 24%. Depending on successful workout on this product, we expect net profit of 596,565/- in the launching year.
Successful launching of this product will increase our pace in cardiovascular market. Definitely we are going to do it.
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Product Presentation:
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2. Current Marketing Situation: Situation: Square Pharmaceuticals has its independent department. It conducts the survey throughout the country. With the help of MRPC Square can get the idea of prescription movement of Rosuva as well as competitors brand. So Square can do their Mass marketing of Rosuva all over the country.Res country.Respecti pective ve Portfolio Portfolio Executive will visit visit the customers to collect collect their feed back regarding the product and study their satisfaction. So the current market situation of Rosuva is increasing Day by Day. It’s doing very well in the market as a new comer. If we look at the growth rate, sales trend, net income then we can easily understand the situation of Rosuva. Rosuva is lised as growing product in the drug market.
Cholesterol & Triglyceride reducer Growth Expected share from the market segment Expe Expect cted ed valu value e sale sale in firs firstt 12 mont months hs (Tk. (Tk.)) Expected unit sale for first 12 months Pack size Unit price (MRP+VAT) Gross margin Mark-up Sample cost in first 12 months Sample-sale ratio in first 12 months Promotional cost in first 12 months Promotional cost-revenue in first 12 months Net Net profit profit before before tax in first first 12 mo month nths s
Tk. 16,39,74,473 9.38% 2.5% 3,26 3,260, 0,35 352 2 9,600 10's 450 50.00% 24% 180,000 6% 455,000 14% 596,56 596,565 5
Competitor’s Competitor’s analysis: Direct Generic competitors competitors No direct competitor
Indirect Generic competitors
Brand Brand
LESCOL Marketing plan
Company Company
Novartis
Vaue Vaue sale/yea sale/yearr (Tk.) (Tk.)
20,061,378
Growth Growth (%)
-8.51 11
TIGINOR
Incepta
18,395,232
20.75
ATOVA
Beximco
15,096,007
48.52
LIPICON
Eskaye ayef
11, 11,137,0 7,054
-62.97 .97
LIPITIN
General
10,389,656
12.52
Sales trend of Top 10 manufacturers in Cholesterol & Triglyceride market:
35,000,000
30,000,000
25,000,000 2001
20,000,000
2002 2003 15,000,000
2004
10,000,000
5,000,000
0 IN C CE E PT PT A P HA R MA MA
SQ UA UA RE RE
B EX IM IM C O
N OV OV AR AR TI TIS
E SK AY AY E F
G EN ER ER AL AL
O RI RI ON L AB AB .
O PS PS ON IN C HE M
R EN EN AT AT A
DR UG UG INTERNATIONAL
Growth (%) of10 manufacturers in Cholesterol & Triglyceride market: 2004
Total market Incepta pharma Marketing plan
2003
2002
2001
9.38
33.08
99.59
12 1 27.60
32.70
69.41
462.96
999.00 12
Square
6.92
16.78
47.88
18.37
Beximco
31.99
29 29.39
-9.54
69 6 9.33
Novartis
-8.51
-2.82
68 6 8 .2 8
999.00
Eskayef
-62.97
75.10
999.00
999.00
General
14.80
73.38
999.00
999.00
197.64
999.00
0 .0 0
0.00
Opsonin
45.42
4.90
999.00
999.00
Renata
41.69
-3.43
-11.94
72 72.25
Drug international
58.70
34.20
999.00
999.00
Orion lab.
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Market share (%) of top 10 manufacturers in Cholesterol & Triglyceride market: MAN MANUFACTURER INCEPTA PHARMA SQUARE BEXIMCO NOVARTIS ESKAYEF GENERAL ORION OPSONIN RENATA DRUG INTERNATIONAL
2004 13.40 12.41 12.28 12.23 6.79 6.46 5.97 5.87 5.77 5.76
200 2003 11.05 12.69 10 10.18 14 14.63 20.06 6.16 2.19 4.41 4.45 3.97
2002 002 8.68 14.46 10 10.47 20.03 15.25 4.73 0.00 5.60 6.14 3.94
2001 2001 3.08 19.52 23 23.10 23 23.76 1.63 0.52 0.00 0.44 13.91 0.31
200 2000 0.00 37.53 31 31.05 0.00 0.00 0.00 0.00 0.00 18.38 0.00
Market share (%) of top 10 manufacturers in 2004:
5.76
5.77
13.4
5.87 12.41
5.97
6.46 12.28
6.79 12.23
INCEPTA PHA RMA
SQUA RE
BEXIMCO
NOV AR ARTIS
ESKA Y EF
GENERA L
ORION
OPSONIN
RENA TA TA
DRUG INTERNA TI TIONA L
3. Opportunity and issue analysis SWOT analysis of Rosuva: Generic Approach Marketing plan
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SWOT Comparison Sheet Generic Approach Company Name Web Address
EmployeesAn sAnnual Revenue Revenue Net Sales Income
Square www.squarepharma.com.bd 3564 Pharmaceuticals Ltd
Sun Pharma Ltd www.sunpharma.com
Asse Assett
Liab Liabil ilit itie ies s Busi Busin n Stock ess Value Value
3162541 8257844 4411836 3500845 (in (in (in (in thousand) thousand) thousand) thousand)
34605.6 3903.2 (million) (million)
20559.4 (million)
40
19482.7 2314.7 (million) (million)
No stocks in market
SWOT Comparison Sheet (Strengths) Strengths
What are your business advantages? What are your core competencies? Where are you making the most money? What are you doing well?
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Square (Rosuva) • • •
• •
•
• •
Long product range Good quality image Strong field force State of the art manufacturing facility Knowledgeable field force
Sun Pharma (Rozavel)
•
Good image Good quality
•
Skilled in production
•
Selling our product
•
Tablets and liquid syrup.
•
Finished pharmaceutical products Antibiotics Anti ulcerant products
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SWOT Comparison Sheet (Weaknesses) Weaknesses
Sun Pharma (Rozavel)
Square (Rosuva)
What areas are you avoiding?
•
N/A
Where do you lack resources?
•
Research and Development
What are you doing poorly?
•
Chronic care products
•
Lyophilized injectable products
•
Anti cancer products
•
Not applicable
Where are you losing money? What needs improvement?
Niche market
•
•
Human resouces Department
•
Insulin products
•
Liquid products
Worker Effort
•
SWOT Comparison Sheet (Opportunity) Opportunities
Sun Pharma (Rozavel)
Square (Rosuva)
Any beneficial trends?
•
Technologies
Niches that competitors are missing?
•
N/A
New technologies?
•
Insulin, Hormone
New needs of customers?
•
Bio-tech products
•
Our workforce.
•
Not applicable
•
Generic Analysis
•
Effective medicine
SWOT Comparison Sheet (Threats) Threats
Obstacles to overcome?
•
Implementation WTO agreement after 2016
Aggressive competitors?
•
Aristopharma, Renata
Successful competitors?
•
Popular, Incepta
Negative economic conditions?
•
Unrest political condition
Government regulation?
•
VAT on physician sample
Changing business climate? Marketing plan
Sun Pharma (Rozavel)
Square (Rosuva)
•
Unethical practice by the competitors
•
Production fault in 2005
•
, Aristopharma, Popular
•
Beximco, Square pharmaceuticals ltd Current situation of Bangladesh
•
VAT
•
Challenge by competitor
•
16
Vulnerabilities?
•
•
N/A
N/A
SWOT analysis of Rosuva: Functional Approach Fact Factor or Products Price Quality Selection Service Reliability Stability Expertise Company Reputation Location Appearance Sales Method Credit Policies Advertising Image
Rosu Rosuva va (Squ (Squar are) e) Strengt ngth Weaknes ness 4 1 5 0 4 1 4 1 4 1 4 1 4 1 4 1 5 0
Roza Rozave vell (Sun (Sun Phar Pharma ma)) Strength Weakness 2 2 1 4 3 2 3 2 1 3 2 4 1 4 1 4 1 4
5 4 4
0 1 1
1 3 3
4 2 2
2
3
4
2
4 5
1 1
2 1
2 4
Environmental (SW) Analysis- Comparison Sheet
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Total=
62
48
14
29
Total SW of Square (Rosuva) = 62 – 14 =48
16
45
Total SW of Sun Pharma (Rozavel) =29 - 45 = -16
Environmental (OT) Analysis- Comparison Sheet Factor Technology Economy Political Legal Service Providers International Trade People Industry Purchasing Power Social Religious Channel Actors Credit Policies Media Access Infrastructure Total=
Rosuva (Square) Oppo Opport rtun unit ity y Thre Threat at 4 1 4 1 3 2 3 1 4 1
Rozavel (Sun Pharma) Oppo Opport rtun unit ity y Thre Threat at 2 3 2 2 3 2 2 2 2 1
4
1
3
2
4 3 3
1 3 1
3 2 2
2 2 3
3 4 1
1 1 0
2 1 0
3 3 0
1 1 4 46
27
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3 1 1 19
3 1 2 30
-
1 1 3 30
0
18
Total OT of Square ( Rosuva) = 46 – 19 =27
Total OT of Sun pharma (Rozavel) =30 - 30 =0
SWOT Analysis
Internal Factors
Strength
Weakness
External Factors
Opportunities
Threat
Strength: 1. Clinical superiority over other available statins statins 2. USFDA USFDA approved approved molecule molecule 3. First First time time introd introduction uction in market market 4. Good product product presentati presentation on 5. Good corporate corporate image image of Square 6. Skilled Skilled filed force 7. Strong Strong distribut distribution ion network network
Weakness: 1. High High price price 2. Due to high price price limited number of consumer will be able to afford afford the drug. 3. Inadequate Inadequate concentra concentration tion on cardiov cardiovascul ascular ar drugs
Opportunity & Threat:
Opportunity: Marketing plan
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1. Prevalence Prevalence of cardiovascula cardiovascularr disease and hyperlipidem hyperlipidemia ia is increasing increasing day by day in Bangladesh 2. Good market market growth growth 3. Doctors are preferring preferring statins statins as lipid lipid lowering lowering agent. 4. If raw materials price is fallen, it will help to reduce the price of the product and will
make the doctors comfortable to prescribe frequently which will increase market size.
Threat: 1. Launching Launching of the the molecule molecule by other other compani companies es 2. Launching of the product with reduced reduced price by other competitors 3. Unethical practices by some competitors (offering cash money, contract, etc.)
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4. Objectives: •
Financial objective: Earn an annual annual rate rate of return return on invest investmen mentt of 23.25% 23.25%,, which which repres represent entss a a. Earn projected market share of 2.5%. b. Produce Produce net profit profit of Tk. 5.65 lac in one one year c. Achieve first-year total sales volume of Tk. 32.6 lac, based on an average price of Tk. 450.00 per unit box.
•
Marketing objective:
a. Achieve Achieve a firstfirst-yea yearr unit unit sales sales volume of 9,600 9,600 which which repres represent entss a projec projected ted market share of 2.5% b. Generating brand awareness within the target customer through CME, Clinical
Meeting, Seminar, Symposia. c. Generating Generating a good good footage footage in the the cardiovascul cardiovascular ar market. market.
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5. Marketing strategy: Target customers: customers: •
Cardiologists
•
Medicine specialists
•
Competitors statin prescribers
Segmentation: Market segmentation is one of the steps that goes into defining and targeting specific markets. It is the process of dividing a market into a distinct group of buyers that require different products or marketing mixes. Opportunities in marketing increase when segmented groups of clients and customers with varying needs and wants are recognized. Markets can be segmented or targeted using a variety of factor. The bases for segmenting consumer markets include: •
Demographical bases (age, family size, life cycle, occupation)
•
Geographical bases (states, regions, countries)
•
Behavior bases (product knowledge, usage, attitudes, responses)
•
Psychographic bases (lifestyle, values, personality)
But Rosuva is a lipid lowering drugs. Actually the marketing department of square doesn’t segment only Rosuva market. It’s actually segmented its market for group of product or the same kind of product. The marketer of Rosuva could ignore the differences in the segments, and choose to aim a single product at all segments i.e. the whole market. This is typical in 'mass marketing' or where differentiation is less important than cost.
Targeting Targeting is the second stage of the SEGMENT "Target" process. After the market has been
separated into its segments, the marketer will select a segment or series of segments and 'target' it. Marketing plan
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Target customers: •
Cardiologists
•
Medicine specialists
Competitors statin prescribers
Positioning:
Positioning strategy: Square has positioned rosuva as the “super statin” and aggressive cholesterol reducer to capture a separate place in the mind of the target market.
Marketing Mix Strategy: Marketing mix strategy is the set of controllable, tactical marketing tools through which the company influence the demand of their product and wants to get the response from the target market. Square has five groups of variables w hich known as 5Ps in their marketing mix strategy.
co mpanies offers to the target a.Product: is the goods and services that companies market.Square used forward invention for rosuva to meet the need for the treatment of cardiovascular diseases.
b.Price: Price of each tablet of Rosuva is Tk. 45.00. This product belongs to the high range of the lipid modifiers drug market. There are some statins available in the market in lower price. But at present fluvastatin is available at Tk. 35 per tablet but clinically it not superior to Rosuvastatin. This new generic is going to be introduced for the first time in Bangladesh. This will provide a competitive edge over the available generics.
c.Place (Distribution channel): square has decided to distribute rosuva Through their existing distribution channel and for this their objective is to supply the right product in right place in right time.Initially this product will be made available to the nearby chemist shops of the target doctors.
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d.promotion Square will use the following communication tools to promote Rosuva: 1.
Literature
2.
Physician sample
3.
Book ooklet on Lipid modif difying drugs
4.
Gif Gift- they hey also also give givess pen, pen, mug, mug, not notepad epad etc etc
5.
Continuous Medical Education (CME) program on Rosuvastatin
Promotional pattern: b.
Av. Per Nationa MPO l
Criteria No of target doctors in total
1
282
No of prescription served per month per doctor
2 1 5 3 0
564
No. of tablet served per prescription Total no. of tablets served served per month per market So, The Monthly Average Unit Sales Target will be in box (1 X 10's)
So, the Yearly Sales Target will be : •
3 3 6
8,460 8,460 846 10,152
Promotional intensity:
Categor y Detail ailing Reminder Gift
Numbe umber r
Prom Promot otio iona nall mo mont nth h
04 01 01
July, August, October, April January No N ovember
Detailing: Promotion with printed promotional material & physician’s sample Reminder: Promotion with only physician’s sample
e.People: also refers to customer. Square specially targets the doctors as their customaers who usually attend the patients from the high-class in the socity.
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Rosuva is the “super statin” and aggressive cholesterol reducer
Control Measures: Sales Force Control: Square feels that the sales forecast figures are conservative. It will steadily increase sales as the advertising budgets allows. Although the target market forecast listed all of the potential customers divided into separate groups, the sales forecast group’s customers into two categories: Recreational and competitive, reducing the number of categories allows the reader to quickly discern information, making the char more functional.
Monthly Sales Forecast:
Sales Recreational Competitive Total Sales
Sales Forecast 2008 2007 $598,877 $95,820
2006
$455,740 $72,918 $528,658
$694,697
$687,765 $110,042 $797,807
Direct Cost of Sales
2008
2007
2006
Recreational Competitive Subtotal Cost of Sales
$82,033 $13,125 $98,159
$107,798 $17,248 $125,046
$123,798 $19,808 $143,605
DISTRIBUTION CONTROL: Rosuva has good distribution control all over the country. Initially this product will be made available to the nearby chemist shops of the target doctors, for that they divide The distribution channel in four zones’. Those are:•
Dhaka.
•
South.
•
West.
•
North.
Rosuva has its distribution channel among the following cities:1. Pabn Pabnaa Marketing plan
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2. Dhak Dhakaa 3. Chitta Chittagon gong g 4. Comill Comillaa 5. Rajsha Rajshahi hi 6. Bari Barish shll 7. Khul Khulna na 8. Sylh Sylhet et 9. Rang Rangpu pur r 10. Bogra 11. Mymensingh 12. Faridpur 13. Tangail 14. Maizdee
Pricing Control: Rosuva has a good price control among the market. Though price of each tablet of Rosuva is quiet high. The price of each tablet is Tk. 45.00. There are some statins available in the market at lower price; Such as Lesocol. The price of Lescol is Tk.30 per tablet, but considering the clinical efficiency, Rosuvastain is superior to fluvastain. Actually our objective is to target some opinion moulders first for Rosuva tablet and special emphasis will be given to the doctors who usually attend the patients belonging to high-class of the society. High price is the main problem for Rosuva, but it is going to be introduced new generic for the first time in Bangladesh. This will provide a competitive edge over the available generics, by doing this we can overcome the disadvantage of high price.
Marketing Research: Square Square Pharma Pharmaceut ceutica icals ls has its its own Market Market Resear Research ch & Planni Planning ng Cell Cell (MRPC) (MRPC).. It is an independent department. It conducts the survey throughout the country. With the help of MRPC we can can get get the the idea idea of pres prescr crip ipti tion on movem movemen entt of Rosu Rosuva va as well well as compet competit itor orss bran brand. d. Respective Portfolio Executive will visit the customers to collect their feed back regarding the
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product and study their satisfaction. The above tools will help to identify the opportunity and make strategies according for the establishment of the produc t.
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Costing of Rosuva® Particulars R/M cost P/M cost (R/M + P/M) cost Add: Wastage (5%) Total Material (TM) cost Conversion Cost :a certain % of TM cost & is given in A&F proposed price, equal for both Production cost (PC) Add: Fixed Admin. Cost and Sell & Dist. Incl. Discount (18% of TP) Add : Marketing cost (8% of TP) Total cost Mark-up TP Add : VAT (16.5% of TP) Add : Retailer's Comm. (16% of TP) MRP + VAT GM % Mark Up %
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Cost/Pack (Tk) 155.77 3.99 159.76 1.2 160.96 7.99 168.95 61.13 27.17 257.25 82.37 339.62 56.04 54.34 450.0 50 24
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6. Budget allocation for Rosuva: PROMOTIONAL PLAN Monthwise breakdown
PPM PPM U.cost U.cost Qty. Lit 8 5,000 Pad 20 3 3,,500
July '07 August '07 Sept Septem embe berr '07 '07 October '07 SC Nove Novemb mber er '07 '07 Dece Decemb mber er '07 '07 January '08 February '08 March '08 April '08 Lit May '08 June '08 Total
3
8
5,000
GIFT AND GIMMICKS
SAMPLE
SALES FORECAST (Rosuva 10)
Value Sale Units Units (Tk.) 800 271,696 800 271,696 800 800 271, 271,69 696 6 800 271,696 500 500 300 300 150, 150,00 000 0 800 800 271, 271,69 696 6 800 800 271, 271,69 696 6 800 271,696 800 271, 69 696 800 271,696 800 271,696 800 271,696 800 271,696 9,60 300 150,000 0 3,260,352
Total cost Sample U.cost U.cost Quant Quantity ity Total cost U.cost Qty. T. cost cost 40,000 2's 45.00 1,000 45,000 7 70 0,000 2's 45.00 1,000 45 45,000 15,000
5,000
40 40,000
18,500
125,000
-
2's
45.00
1,000
45,000
2's
45.00
1,000
45,000
4,000
180,000
Lit: Literature SC: Showcard
29
Marketing plan
7. Financial projections
Revenue (Tk.) Less: 3% discount
Net revenue (Tk.) Less: COG Gross margin (Tk.) Less:
3,260,3 52 97, 811 3,162, 541 1,621,9 20 1,540,6 21
Marketing expenses Physician's sample
180, 000
7. Financial projections
Revenue (Tk.) Less: 3% discount
Net revenue (Tk.) Less: COG Gross margin (Tk.) Less:
Marketing expenses Physician's sample PPM + Gift Distribution expense
Total expense
180, 000 275, 000 489, 057 944, 057 596 ,565
Net profit before tax (Tk.) Total expense as (%) of net revenue
29.85%
Gross margin (%) in first year
47.25%
Total Investment
Return on investment
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3,260,3 52 97, 811 3,162, 541 1,621,9 20 1,540,6 21
2,565,977 23.25%
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8. Implementation controls: •
Day to day sales monitoring with the help of Square Information Backup System
•
As the price of the product is high. Continuous communication with suppliers regarding the price of RM so that right decision can be taken in appropriate time to face the price war
•
Necessary steps are taken by commercial department for smooth procurement of the raw materials
•
Regular communication with the filed force for updated feedback regarding the prescription movement of the product
•
Analysis of market share data provided by Market Research & Planning Cell, to take necessary measure for increasing/sustain market share
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