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Brand Plan for the launch of Brand-X
This document provides a brand plan for launching Brand-X (Clopidogrel 75mg) in the Bangalore market. It includes a market analysis of the anti-platelet drug market in India, a SWOT analysis of Brand-X, and secondary sales planning for 2015-2017 with targets to increase sales each year. The document also outlines pre-launch and post-launch strategies for engaging doctors and pharmacies in Bangalore. It proposes tracking sales performance and providing field motivation programs to incentivize sales representatives.
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Brand Plan for the launch of Brand-X
- 1. Brand Plan forthe launch of Brand-X (Clopidogrel 75mg) Satyajit Hui Bangalore
- 2. MAT (Moving AnnualTotal)India figure (Nov-13 to Oct-14) Angioplasty drugs Value (Cr) MS% CAGR% 1 Anti-platelets 584 100 13 2 Clopidogrel 198 34 -3 3 Clopidogrel+ASA 102 22 4 4 Clop+ASA+Atorvastatin 82 14 22 5 Clopidogrel+Atorvastatin 66 11 48 1 Clopilet 46 23 -3 2 Clopitab 30 15 4 3 Deplatt 28 14 1 4 Clavix 21 11 0 5 Clopivas 15 8 23 6 Ceruvin 13 7 0 7 Plavix 9.2 5 328
- 3. Clopilet Clopitab DeplattClavix Clopivas Ceruvin Plavix Clopidogrel Clopidogrel+ASA Clop+ASA+Atorvastatin Clopidogrel+Atorvastatin Rankings 198Cr No. 1 Brand
- 4. Present market ofClopidogrel (alone) in India Market Forecast: • Anti-platelets market is growing by 13% CAGR. • Clopidogrel standalone market is showing marginally negative growth. • Growth expected to be driven by clopidogrel +ASA+Atorvastatin combo or clopidogrel +atorvastatin. • Even there is a scope of clopidogrel 300mg, which used as loading dose during angioplasty. Total anti-platelet Market: INR 584 Cr Growing at 11% CAGR Clopidogrel standalone: INR 198 Cr 34% market share -3%CAGR Rx trend: There are 24000 total prescriber’s Prescribed3,52,263 prescriptionsper month. Scope of Market
- 5. Company name &reputation in Pharma market, and amongst Doctors. Proven Expertise in complete cardiology basket! Quality of formulation Attractive Packaging Competitiveness Formulation similar to that of key competitors. There are 54 brands in the market. Double the cost of per day therapy compare to other generics. Increasing rate of angioplasty in India. Increasing more no. of cardiology patients because of changing life style. Entering into this segment can open the opportunity for clopid+ASA or clop+atorva or clop+ASA+atrova combo where market is growing much stronger rate Strong competition posed by the big existing players such as Clopilet, Clopitab etc. Brilanta (Astra), Ticagrelor is the biggest threat for clopidogrel. Standalone clopidogrel market is not growing Govt. of India may come with more price cut for essential product like clopidogrel (DPCO) SWOT SWOTAnalysis
- 6. Pre-launch strategy inBangalore market Institute Pri PCI Sec PCI ACS Pat Cath lab Imp Drs Jayadeva 150 600 2500 4 C N Manjunath NH grp 100 500 1600 6 Mahalla, Pradeep S, Kannan, Nausad A Fortis grp 100 120 500 4 Kesav, Gopi, Srikanth, Venkatesh, Vivek J Vikram 5 45 175 1 Ranganath N, Sunil D, Padma K, Charith Mallya 5 60 300 1 V K Srinivas Manipal grp 15 75 350 3 Subhash C, Anand S, SS Iyanger St Johns 5 20 350 1 KiranV, Santhosh H Columbia 5 20 200 1 Prabhakar S, Karthik V Satya sai 25 200 1000 2 Baruah, P K Dash Vydehi 5 20 250 1 Vijay Kumar Trinity 30 70 300 1 B G Murlidhar Ramaiah 25 75 700 2 VSP, Nagamallesh Panacea 3 17 100 1 Mahantesh, Srinivas S, Bangaru Mys-Vikram 5 35 150 1 CV kesavmurthy, Rajgopal, Jaikumar Mys-Jayadeva 10 40 250 1 Sadanand,V Kesavmurthy 488 1897 8725 25
- 7. Pre-launch strategy inBangalore market Target Customers IC-PCI IC-MM CC-MM Neuro- Stroke Vas-PAD 101 95 340 32 20 Custo mers Segment ation Targeting Engagement Positioning Tier-1 Top ICs Price Insensitive KOL engagement -Generic/Tica to Brand-X -Start from angioplasty includingloading dose Tier-2 Mid ICs Price sensitive RTMs, engagement Generic to Brand-X Tier-3 MM Prefer high/low pricedgenerics Group activities Generic to Brand-X Tier-4 CC/CPs Low price generic Only calls Not to target Tier-5 Neuro Price Insensitive Dept. meet Selectively Tier-6 Vascular Price Insensitive Dept. meet Selectively
- 8. During the launch-Strategy New product performance depends on…. Success of New product Our capabilities Doctor level Pharmacy level Competition •Volume (Call avg) •Focus (Frequency) •Value (In-chamber) •Availability •Margin •Substitution •Treatment algorithm •KOL development •Engagement Plan •Activity •Engagements •Conversion
- 9. Treasure cards 1,23 Launch to the doctor, prior appointment, some activity during launch Launch with group activity Frequent reminder calls,What’s app/ reminder message/ email s Launch with specialized inputs Focus on brand awareness, reminder, engagement, fulfillingcustomers academic needs Short call: Interview, demo & closing Long call:Opening, Interview, demo, validation & closing Regular follow up, Prescriptionwatch RTMs:With referral doctors Campaign:World heart, Doctors day, Women’s day etc. Low budget targeted dept meet (cardio, cath lab juniors drs, neuro, vascular etc.) Keeping samples in Ambulance Sampling (selective bases) Keeping samples to emergency dept, because all treatments start there Keeping bulk samples to CCU/cath labs- to initiate Brand-X on day-1 & to form protocol Post Launch strategy Initiative to ensure proper Execution
- 10. KOL/ KBL engagementprogram Activity type No. Budget Total Exp Approx date Purpose 1 ICS 2/Year 50000 100000 Apr, Sep Brand awareness & brand building 2 Dept Meet 3/FF/Year 10000 300000 1 in cycle Brand association 3 RTMs 4/FF/Year 8000 320000 Qtrly one Brand building 4 CCI Journal 5/FF Monthly 6000 300000 Monthly Brand value 5 Partnership Prog 5/FF/Year 200000 SOS Brand loyalty, cust satisfaction 1220000
- 11. Strategy for Hospitalpharmacy, specialty chemist Institute No. of angio Potential Jayadeva 750 3500 NH 600 2500 Ramaiah 100 1750 Fortis grp 200 1500 Manipal grp 100 1000 Chain of pharmacy: No of counter Per month sales Medplus Over 300 10000 Apollo Over 175 5000 Trust 35 1000 Others 50 2000 To do something or to give some special rate over these counters
- 12. Supposein Bangalorecity there are 10 peopleworking Secondarysalesplanningfor 2015 1stQtr 2nd Qtr 3rdQtr 4thQtr Yearly To reach 2000 strips 1st Qtr To reach 5000 strips 2nd Qtr To reach 9000 stp/m 3rd Qtr To reach 14000 stp/m 4th Qtr 1st qtr (35 new pat/FF) Total 2nd qtr (39 pat/FF) Total 3rd qtr (48 pat/FF) Total 4th qtr (50 pat/FF) Total Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec No. of NEW patient acquisition per month 100 110 120 330 120 130 140 390 150 160 165 475 160 170 175 505 1700 One pat= 3 strips/month & old pat are continuing 300 630 990 1920 1350 1740 2160 5250 2610 3090 3585 9285 4065 4575 5100 13740 30195 Value wise (per strips10 tab*Rs. 20) = 200 60000 126000 198000 384000 270000 348000 432000 1050000 522000 618000 717000 1857000 813000 915000 1020000 2748000 6039000 Business Plan for 2015 In the year 2015 we are planning to reach 60L, means 5L/Month, means 50K/FF/Month To achieve the plan monthly we need to acquire 100-175 patients for the year 1st month acquired patients will continue for next 12 month (minimum)
- 13. Supposein Bangalorecity there are 10 peopleworking Secondarysalesplanningfor 2016 1stQtr 2nd Qtr 3rdQtr 4thQtr Yearly To reach 2500 strips 1st Qtr To reach 7000 strips 2nd Qtr To reach 12000 stp/m 3rd Qtr To reach 18000 stp/m 4th Qtr 1st qtr (43 new pat/FF) Total 2nd qtr (50 pat/FF) Total 3rd qtr (61 pat/FF) Total 4th qtr (67 pat/FF) Total Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec No. of NEW patient acquisition per month 130 143 156 429 156 169 182 507 195 208 214.5 617.5 220 225 230 675 2228.5 One pat= 3 strips/month & old pat are continuing 390 819 1287 2496 1755 2262 2808 6825 3393 4017 4660.5 12070.5 5320.5 5995.5 6685.5 18001.5 39393 Value wise (per strips10 tab*Rs.20) = 200 78000 163800 257400 499200 351000 452400 561600 1365000 678600 803400 932100 2414100 1064100 1199100 1337100 3600300 7878600 Business Plan for 2016 In 2nd year we have targeted 32% growth over 2015 Therefore our target to reach 78L (calculated on MRP) I have not calculated old patients of last year those are continuing for minimum 1 year
- 14. Supposein Bangalorecity there are 10 peopleworking Secondarysalesplanningfor 2017 1stQtr 2nd Qtr 3rdQtr 4thQtr Yearly Toreach 3000 strips 1st Qtr Toreach 9000 strips 2ndQtr Toreach 15500 stp/m 3rdQtr Toreach 23000 stp/m 4thQtr 1st qtr (55 new pat/FF) Total 2ndqtr (66 pat/FF) Total 3rdqtr (80 pat/FF) Total 4thqtr (88 pat/FF) Total Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec No. of NEW patient acquisition per month 169 185.9 202.8 557.7 202.8 219.7 236.6 659.1 253.5 270.4 278.85 802.75 286 292.5 299 877.5 2897.05 One pat= 3 strips/month & old pat are continuing 507 1064.7 1673.1 3244.8 2281.5 2940.6 3650.4 8872.5 4410.9 5222.1 6058.65 15691.7 6916.65 7794.15 8691.15 23402 51210.9 Value wise (per strips10 tab*Rs. 20) = 200 101400 212940 334620 648960 456300 588120 730080 1774500 882180 1044420 1211730 3138330 1383330 1558830 1738230 4680390 10242180 Business Plan for 2017 At the end of 3rd year I am aspiring to reach 1 cr mark, that is 15% market share, as total standalone Clopidogrelmarket stand for 7 Cr as per MAT data
- 15. 0 500000 1000000 1500000 2000000 Jan Feb MarApr May Jun Jul Aug Sep Oct Nov Dec Series3 Series2 Series1 0 200000 400000 600000 800000 1000000 1200000 1400000 1600000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Series3 Series2 Series1 100 110 120 120 130 140 150 160 165 160 170 175 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 0 100000 200000 300000 400000 500000 600000 700000 800000 900000 Series3 Series2 Series1
- 16. Main Communication Strategy StentThrombosis AcuteST 24 hours Sub acute (SAT) 24 hours to 30 days Late ST 1 month to 1 year Very Late ST More than 1 year ST most commonly occurs in the first 30 days after stent implementation We have to aggressively promote DOT of 1 year
- 17. Jan PU CU CurrentTarget Actual Total No of doctor No. of Pts on Clop/ Month No. of Pts on Brand- x/ Month Patients fromTica DOT (days) No. of Pts DOT (days) No. of Pts Patients fromTica DOT (days) IC - PCI 100 1,500 - - - - - - - - IC - MM 80 200 - - - - - - - - CC - MM 250 1,000 - - - - - - - - Neuro - Stroke 60 350 - - - - - - - - PAD 12 150 - - - - - - - - AreaTotal 3,200 - - - - - - - - Tracking Format
- 18. Long Term Profit Product/Service quality Brand/FirmAssociation RelativeAdvantage Innovation Values andHeritage Manage Employee capability Customer Satisfaction/Brand Loyalty Brand-X- Long term profitability In-chamber communication in terms of long and short calls . FF’s product & therapy knowledge & business acumen to follow. Properselection of P1, P2 & P3 & properassignment of call frequency, KOLs engagement.
- 19. Field motivation program Specialproduct Incentives Need based Incentives/ Rewards Special recognition of innovative way of launching the product Special recognition of potential break through Recognitionon planning & executing activities in innovative way. Celebration of Success stories by SMS, Mail &What's app Continuousappreciation and recognition program on maintainingproper call average, frequency & in-chamber communication.
- 20.