A paper Marketing Management
MARKETING MANAGEMENT
FOR THE LAUNCH OF “OSAMAX ”
Current market situation
Nepalese Pharmaceutical market and its marketing practices is complex to understand. With no
such specific guidelines and policies from its regulatory body DDA, Nepalese pharmaceuticals
feel the gap for visionary support from government. Though the country is self reliant in various
categories the chunk of market share is still being enjoyed by foreign and Indian companies due
to the lack of specific guidelines. Nepal pharmaceutical Laboratory is going to introduce its new
product in the market where its competitors already exists. Osamax competing brands are :
RESTOFOS – Sun Pharmaceuticals – Indian company
OSTEOFOS – Cipla Pharmaceuticals – Indian company
FOSSIL – Magnus Pharmaceuticals – Nepali company
Since it is difficult to adopt differentiation strategy in pharmaceutical products in terms of
product and its features, NPL has to work on other aspects to add value to the product and gain
competitive advantage over competitors’ product.
Market description
Currently total market size of pharmaceutical product is 12 billion and the share of Nepali
companies in the market is 35 % with 45 manufactures operating and (5– 18) in the pipeline.
With an annual growth rate of 19 %, this sector is one of the fastest growing industries. This
sector is contributing around 12 billion to nation’s economy of which domestic industry accounts
for approximately 4 billion. This sector has become strong and stable in various aspects .
Report of 2006: The study shows the consumption of allopathic drugs in the fiscal year 2061/62
(2004/05) has been Rs. 10659 millions. The annual increment of allopathic drugs consumption
has been 16.1%..
Share of Drug Consumption Through Import and Domestic industries
Import
Domestic
Govt, NGOs , INGOs
9%
32%
59%
Quantification of drug, RDL/DDA
Total consumption and annual increment of allopathic drugs
Year
1999/2000
Drug consumption
5907.00
2000/2005
10659.00
Quantification of drug, RDL/DDA
% Growth
25 %
32 %
From the data 2000 to 2005:
The drug consumption has been increased by 80 %
The domestic industries share has been increased by 25 %
Pharma industries have been a powerful and dynamic industry in past 10 years growing when
other industries have taken down turns. From the market trend of past few years we can see that
market share of domestic industries is increasing in terms of sale and replacing Indian and some
Multinational Companies (MNCs). This reflects a wide scope of growth and development of the
local pharmaceutical industry in Nepal.
Moreover the increasing awareness among general public regarding health, diseases and the
domestic production will certainly help this sector to grow faster.
NPL is second largest Pharmaceutical Company of Nepal comparing its annual turnover. It
governs the 12% of the total domestic pharmaceutical market with the total annual turnover of
500 million rupees. It is growing with the approximate rate of 20 % annually.
Annual growth rate of company
Annual growth of company
35
30
30
25
25
23
20
20
18
15
10
10
5
0
062/063
063/064
064/065
065/066
066/067
067/068
Company profile:
NPL is a pharmaceutical company which was registered in department of industry His Majesty’s
Government (HMG) on 27th Jestha 2042 and had started its operation from 28 th Poush 2043. Its
plant is located in Jeetpur, Birgunj and it has its marketing office in Pulchowk, Kathmandu.
With its motto “Quality in the service of millions”, in a short span of 26 years it has carved out a
significant position in the Nepalese pharmaceutical industry. NPL has a team of competent
management and technical professionals and a group of dedicated members at all levels who
have been working together as a highly motivated team to create an outstanding record of
success and growth in the Nepalese pharmaceutical industry. It’s a World Health Organization
(WHO) – Good Manufacturing Practice (GMP) certified company that has a separate Research
and Development(R & D) department, production department, quality control (QC) department,
quality assurance department, market planning department and marketing department that works
in coordination form an introduction level of product to its nourishment.
Due to its significant achievement in work system and standardization NPL is the only domestic
pharmaceutical company that has been awarded with “FNCCI National excellence award for
three consecutive years since 2059 to 2062 and recently been awarded with FNCCI Service
excellence award in the year 2067. NPL has also been honored with NICCI excellence award
2003 by Nepalese chamber of commerce and industry.
Technological advancement: NPL is the first company to collaborate with academia for the
development of research activities in NPL, NPL has collaborated with Kathmandu University
school of science for conducting bioavailability and bioequivalence testing of medicine testing of
medicine, NPL has also expanded its QC plant with the name of Nepal Research Foundation in
the year 2066 basically for the development of novel drug delivery system and research
activities.
NPL holds the pioneer ship to manufacture cardiovascular, psychotropic, anti-diabetic products
in Nepal .It is also the first company to manufacture veterinary medicines. There are different
divisions within the company.
Divisions of NPL
Division I
Division II
Deals with high value
molecules
Primary care products
Molecules that requires doctor
prescriptions
Me too ( push strategy )
Lapen DIV
Sophisticated molecule
Vet DIV
Veterinary products
Cardiovascular, diabetic,
psychotropic
Vet
Future plans:
NPL is constantly on a move to improve, grow and serve better. It plans to launch many useful
and innovative health care products in the days ahead. It is planning to launch sterile
preparations, anti cancer drugs and it plans to grow in the field of biopharmaceuticals as well.
Corporate social responsibilities & collaboration
Therapeutic Categories
Dosage forms
Anti – allergic
Tablets
Anti – diabetic
Dispersible tablets
Anti – infective
Capsules
Cardio vascular
Dry syrup
Dermatological
Syrups
Gastrointestinal
Suspensions
Gynecological
Modified Release
Hematinic
Pediatric drops
Musculoskeletal
Cream
Nutritional supplement
Ointments
Psychotropic
Gels
Respiratory
Vitamins
Dental Products
NPL has been discharging its corporate social responsibilities within its capacity by helping in
various health camps being organized. It has its quarterly publication with the name of “The
Himalayan Health”(THT) and Sangrila Janaswasthya(SJS) and distributes throughout the health
post and chemist outlets to disseminate health related information to general public through
which it also handle public queries regarding disease and the treatment.
Product Basket: Today NPLs product basket has number of medicines more than 200 in its
product basket ranging from, various therapeutic categories in different dosage forms.
Company Vision and Mission :
NPL is a Brand leader in following listed drugs :
1. Amlold – cardiovascular
2. CTZ – anti allergic
3. Brucet –analagesic and antipyretic
4. Vital – Vitamin supplement
5. Formin – diabetic Range
6. Kefix and Azith – anti - infective
Product review
OSAMAX (Alendronate Sodium) is a Biphosphonate drug used for osteoporosis and various
other bone resorptions. Biphosphonate bind to the hydroxyapatite found in bone that acts as a
specific inhibitor of osteoclast mediated bone resorption.
Composition
Each uncoated tablet contains:
Sodium Alendronate BP equivalent to Alendronic Acid 70mg
Osteoporosis: Osteoporosis is a condition characterized by a decrease in the density of bone,
decreasing its strength and resulting in fragile bones. Osteoporosis literally leads to abnormally
porous bone that is compressible, like a sponge. This disorder of the skeleton weakens the bone
and results in frequent fractures (breaks) in the bones.
Bones that are affected by osteoporosis can break (fracture) with relatively minor injury that
normally would not cause a bone to fracture. The fracture can be either in the form of cracking
(as in a hip fracture) or collapsing (as in a compression fracture of the vertebrae of the spine).
The spine, hips, ribs, and wrists are common areas of bone fractures from osteoporosis although
osteoporosis-related fractures can occur in almost any skeletal bone.
Throughout adulthood living bone renews itself by breaking down old bone and replacing it with
new. Osteoclasts resorb portions of old bone and osteoblasts follow to form an organic matrix of
minerals that become new bone. Of course, there are many other chemical changes required to
sustain this cycle (e.g. hormones).
Osteoporosis occurs when the balance of the cycle is upset causing bone to break down faster
than it can be replaced by new bone. Over time, this can seriously affect the structural integrity
of bone.
Indication and Dosage Regimen
OSTEOPOROSIS
Postmenopausal
women ( adults )
GLUCOCORTICOID INDUCED
OSTEOPOROSIS
Men ( adults )
PO 35 mg once PO 70 mg once
weekly
weekly ( for post
Treatment Preventio
n
PO 10 mg once
daily
menopausal women
not
receving
estrogen )
PO 70 mg PO 35 mg
weekly
weekly
Mode
administration
of Onset of action
1 months
Peak action
Duration
3- 6 months
4 weeks – 6 months
Oral
Clinical data
Treatment of osteoporosis with Sodium Alendronate has demonstrated normalization of the rate
of bone turnover, significance increase in BMD (Bone mineral Density) of the spine, hip Wrist
and total body and significant reduction in the risk of vertebral (Spine Fractures), wrist fractures
and all the non vertebral fractures. In the women with higher risk of fractures treatment with
Sodium Alendronate resulted in approximately 50 % reduction in the spine, hip and wrist
compared with the control group taking placebos plus calcium and vitamin D.
Osamax is an anti-osteoporotic drug given for the treatment of osteoporosis.
Adverse Effect: Ulcer and Gastritis
Competitive Review:
The major competitors for Osamax are the existing brand of Sodium Alendronate
Product name
Company
MRP /Strip
Packaging
Osteofos
Cipla
180
4’s * 10
Restofos
Sun
258
10’s*10
Fossil
Magnus
158
4’s * 10
Strength
MRP /Strip
Packaging
70 mg
192
4’s * 6
Our Product
OSAMAX
Major activities of the competitors
Brand name
Major Promotional activities
RESTOFOS
Indication : For the treatment of osteoporosis
Personnel need fulfillment by the company to develop rapport with the
customers.
Covers the major hospitals and quantified service is on specific department of
hospital.
Sponsor in different seminars, stall placement at seminars.
Trust of prescriber on MNC brand, R & D investment high for Quality
Strong at cardiovascular products.
OSTEOFOS
Brand value of the product – Cipla Company
Trust of the prescribers on multinational brand.
Latest research on the product research is also provided.
Reimbursement of travel expenses, hotel stay of doctors free samples.
Sponsor in different Continuous Medical Education (CMEs), seminars, stall
placement at seminars.
Frequency of Sales After Service (SAS) is very high among Indian companies.
FOSSIL
They have a very few brand to focus. (Unique product in their product basket
which the other company doesn’t have.
New company aggressive marketing.
Product wise customer focus.
Product positioning and placement:
RESTOFOS and OSTEOFOS being the multinational brand, its main positioning is in the mind
of the customers as a quality product. Restofos and Osteofos take major sales from the consultant
doctors who have greater number of patients.
Fossil being first national product from the newly introduced company spend usually on specific
product promotion since they have few product to focus on.
Distribution patterns & traditional channels
NPL has strong distribution network nationwide. Various distributors are channels through which
the products are made available through out Nepal. It has total of 110 distributors in present
context. After manufacturing the batch, the production completes all the details & reconciles the
batch information. The Quality Assurance department then confirms the quantity stated &
despatch section despatches the batch to corporate office. Corporate office then markets the
products through the distributors. The pattern of distribution channel is figured below.
Fig : 01
Corporate office
Factory
Headquarter
Distributors
Retailers
Headquarter Distributors
Retailers
Retailers
Retailers
Headquarter Distributors
Retailers
Retailers
Headquarter Distributors
Retailers
Retailers
The company’s headquarter are located in 9 different cities of country. They are: Kathmandu,
Birgunj, Narayangardh, Janakpur, Butwal, Dharan, Biratnagar, Pokhara & Nepalgunj
Strength, Weakness, Opportunities and Threat Analysis
Objectives and Issues
Our key marketing objectives lie on setting achievable goals focused on sales volume, market
penetration and number of loyal customers.
Objectives and Issues:
First Year Objectives:
For any brand to meet a sales target, the first thing that needs to be achieved is loyal customer
base. NPL’s first year target is to have 5 to 8 loyal customers by year end who exclusively
prescribes the product. By loyal customers that means renowned doctors in the field of Ortho,
Gynaecology and General Physicians.
Market Penetration Target: During the first year NPL should have set the target to make the
Brand available in 9 major cities; Kathmandu, Birgunj, Narayangardh, Janakpur, Butwal,
Dharan, Biratnagar, Pokhara and Nepalgunj.
Sales Target: NPL’s sales target for the first year is a sales of 5000 boxes. Each box cost 1100. So
the total sales target is NRs 5500000.
Second Year Objectives:
Second year objectives have not been set discretely. It would be planned on the basis of targets
achieve during the first year and feedbacks during that time range. NPL’s main focuses for the
second year are as follows.
1. Increase the sales revenue by 20%
2. Educate second level customers.
3. Increase loyal customers by 30%.
Issues:
The market that NPL plan to tap already has few existing and competitive brands. Few of the
customers have also been tapped by other brands. So, the market launch should be very
aggressive. Heavy investment should be done not only during the launch but also throughout the
year. Also there will be putting in lot efforts to educate Doctors in the three mentioned fields as a
lot of them are still unaware of its usages. NPL need to develop media plan for whole year
promotional plan.
MARKETING STRATEGY:
Positioning:
The punch line of Osamax is “Osamax today for healthy bone tomorrow” and it is targeted to
few selected qualified customers (cream doctors): physician, gynecologist and orthopedics of the
territory whose prescription can change the sales scenario. The product will be promoted as the
only effective treatment for osteoporosis in men and menopause women. The brand name is
somewhat similar to the brand name of the research brand which would be easy to remind to the
target customers. The product will also be promoted on the basis of its unique packaging that
provides patient with exact dose of 6 months and first brand with patient leaflet information in
Nepali that would be highlighted in our product card.
Product strategy:
OSAMAX is the product used for the treatment of osteoporosis, but OSAMAX not only provides
remedy for the treatment of osteoporosis, it will help patient to gain Bone mass and improve
quality of life to patients. Besides they will have the benefit of unique packaging that will
provide them with exact dose of 6 months with complete information leaflet in Nepali / English
which will guide them through the dosage regimen of Medicine and precaution they should adopt
while taking this medicine. The company has also decided to provide direct patient service to the
patient like patient counseling and dose reminder to the patient taking this medicine since the
medicine possess some side effects which might harm and cause secondary disease to the
patient , the company will also have regular BMD testing to the patient so as to assure that they
are gaining bone and are not prone to osteoporotic fractures .
Packaging: 6’s X 10, exact dose for 6 months
With patient information leaflet
Augmented Product
FREE BMD measurement
Actual Product
Patient information leaflet in Nepali
Improved
Quality of life of pateints
Dosage Regimen scheduling
Quality Product
Packaging 4’s X 10
Direct Patient service
at
Price / quality strategy:
OSAMAX is the second national brand of sodium alendronate. Though there are three existing
competitors, I have used a price skimming technology. I have tried to maintain price as that of
competitors since the target customers are not price conscious. Price also has a least impact on
the sales of Pharmaceutical products as no customer demands for it and customer prescribes on
the basis of quality, services and availability. As a company policy its doesn’t want to enter in the
unethical competition of lower quality, low price and high bonus. The current price is enough to
cover production costs, marketing costs and generate calculated profit margin.
Distribution plan:
Since the product is a lifestyle drug and is quite expensive I will first try to promote this product
in the target segment of city areas of Nepal, where there is a purchasing capacity and where we
see mobility and scope of the products .Kathmandu will have the high target and the product will
be vigorously promoted at Kathmandu valley , but the areas like janakpur , Butwal and
Nepalgunj will have less target since the doctors over there do not readily prescribe new product
.
NPL will follow the regular distribution channels from its core distributors to the retailers for the
availability and its sales representatives will make sure that each retail counter will have the
product OSAMAX before launching so as to avoid prescription bounce.
Marketing communication strategy:
Personal selling: Pharmaceutical companies’ major tool of promotion is personnel selling. NPL
will have its Sales representatives who will detail its product in front of core customers and
convince them to prescribe our product. The communication will be enhanced by enhancing the
personal selling for these following measures
Personal selling is based on the detailing ability hence to enhance it detailing, training
will be conducted on quarterly basis or as per the need and MR with the best detailing
ability will be awarded annually for motivation.
To increase the product knowledge and skills of the personal selling, various trainings
will be organized quarterly for FMs and MRs.
The out sourcing of the resource person will be done at least once a year and for the
international exposure on the salesmanship, certain selected representatives will send for
the abroad training.
MR of the month and start of the year will be selected and awarded.
Providing lucrative incentives to motivate them.
Visual Aid
Advertising:
As direct advertisement are not allowed due to government legislations indirect promotions
can be done with the help of informative visual aids .
Visual Display: The Medical Representatives’ Visual Aid will be more communicative
highlighting only specific information. Flex, boards, Leave behind Cards (LBCs),table tob
design will be prepared highlighting the sign and symptoms of Osteoporosis, its causes and
preventive measures. The board will be filled with contents and information of preventive
measures as well.
Leave behind Card
POSTERS
Buzz marketing: Through key opinion leader, bang on market will be created by arranging
conference for the doctors from ortho department and making influential leader among them
to speak on molecule and its advantages.
Communication through SJS and Himalayan health informative journals which will highlight
the use and efficacy of OSAMAX and these journals are distributed through its distribution
network in different parts of the country.
Direct Patient Service: To help our customers in patients front, NPL will have a system of
direct patient service from the company itself to educate customers regarding drug and its
uses since doctors usually don’t have enough time for patient counseling. It will be an added
service to doctors as well as patients.
Organizing health camps and measuring Bone Mineral Density (BMD) through BMD
Machine which helps to identify patient suffering from Osteoporosis or those prone to
osteoporosis.
Marketing Research:
In NPL Market planning department is responsible for conducting market research. Market
Planning Department is the important wing considered as a Central Nervous System which
conducts research and develops action plan for existing and new products. It consists of
Pharmacist and few people from sales force. Since NPL is going to introduce product as per the
market feedback, the introduction of Sodium Alendronate (OSAMAX) in product basket is
totally based on market feedback.
OSAMAX is not a OTC (over the counter drug) which the patient buys with their own
knowledge as in case on any other general drug, so the burying behavior is solely dependent on
doctor’s prescription I have conducted research on retailer level and doctor level.
The research for market analysis and feasibility study of Sodium Alendronate was conducted as
listed below:
There are two major research tasks I tried to accomplish.
1. Check the penetration and market share of each of the brands: Before NPL can launch a
new product, it should first know the market scenario. Sodium Alendronate is a new product and
as per my understanding, the penetration of various brands is not that high. This research focused
on the availability of various brands, popularity of each of the brands and their sales volume.
With this NPL can exactly know what should expect from the market and how can tackle the
market situation.
2. Analyze the popularity of the molecule among various doctors: As discussed previously,
the molecule is new to the market. Not all doctors know about its usage yet. I found that only top
doctors seem to be using this molecule. The molecule can be prescribed by Ortho, Gynecologists
and General Physicians. Our plan is to understand the following
a. Current situation of popularity of this molecule among these therapeutic categories.
b. Names of the doctors who have been prescribing this molecule and their preferred brands.
With this information, NPL can exactly know the doctors whom it can target to prescribe it’s
brand. Also NPL can know the doctors whom It can educate on this molecule.
Survey Results:
For research purpose, 55 chemists were selected. Among these, 42 of the chemist were
having at least two of each brand. FOSSIL, existing national brand, was found in all of them.
It means that FOSSIL has been able to generate prescription from their target customers. This
led to a conclusion that most of the consultant Orthopedicians has been prescribing FOSSIL.
However it was found that Magnus didn’t focused on gynecologist and physician for
FOSSIL which is an advantage for us.
RESTOFOS and OSTEOFOS have not adopted any specific promotional activities for the
particular brand, since they are much more focused on other therapeutic categories.
Doctors from these therapeutic categories (Orthopedicians, Gynae, physicians) were
shortlisted as per the feedback from the Medical Representatives.
Information on sales/month of each brand in boxes was also obtained from the market survey
including their price and information on packaging.
A lot of doctors were found to be unaware of this molecule as it is very new therapy.
Product name
Company
MRP /strip
Packaging
Average Sales
per month in
Kathmandu
OSTEOFOS
Cipla
180
4’s * 10
180 boxes
RESTOFOS
Sun
258
10’s * 10
162 boxes
FOSSIL
Magnus
158
4’s * 10
370 boxes
Marketing Organization
It’s a marketing team responsible for all the marketing activities and promotion plan of
OSAMAX
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Action Plan:
The plan begins with choice of target market and suitable marketing strategy to reach them. By
the four Ps mentioned above, I have set the position, price, place (distribution locations) and
promotion (communication). Discretely following are our action plans.
NPL’s new product OSAMAX is comparatively an expensive medicine and is sold on
prescription only. So NPL should have to go with super core doctors as our target. Since medical
products are not allowed to use broadcast media or print media, direct marketing approach and
personal communication approach is best way to reach out target.
The plan is to make a list of super core doctors from inside and outside of valley. Then NPL’s
product team will approach them with it’s upcoming products and try to convince them to
become opinion leaders. NPL’s Product Executives (PEs) will be involved in providing detailed
product demonstration to these super core doctors. Out of the core doctors, NPL plan to select 5
to 8 doctors as opinion leaders per MR.
Once cultivation of opinion leaders is achieved then they are entitled to prescribe NPL’s product
to their patients and affiliated pharmaceutical stores. Initial sample will be combined with brand
reminders like heaters with products name and may be complimentary pens and notepads. MRs
will have to pay regular visits and update the status.
Plans to organize medical conferences and exhibits.
Actions
Conference
Launching
gift
Brochures
Flex , Boards
BMD for
camps
Samples
Incentive
1
2
3
4
5
6
7
8
9
10
Action Plan Calendar
Details of promotional plan and visit plan for the first year to meet objective
-
Launching Date has been set to 15th February 2012.
11
12
-
-
-
Bang on the market through conference and promotion through key opinion leader. NPL
plan to hold two conferences by two key orthopedists in Kathmandu. These conferences
would be focused on molecule and therapy education.
Visit with a team including APM, PE, SM, and FM on the day of launching with a
launching gift to select super core doctors.
Visit will be repeated by the concerned MR, at least 3 visits in a month to reinforce the
brand and to review prescription status
Brochures would be given for distribution in Medical organizations involving target
doctors.
Leave behind cards (LBC), economical gifts will be provided with the brand name
encoded for brand reminder.
Free samples would be provided to the selected doctors.
Flex and boards would be distributed to retailers and distributors. Also, these would be
used during conferences and health camps.
BMD (Bone Mineral Density) machine is a key device for diagnosing Osteoporosis.
However, this device is very rare in Nepal. So, NPL team will buy this device and
provide the device and a team of experts during various camps organized by selected
doctors. NPL will plan to organize/participate in at least four camps.
Lucrative incentives would be provided to MRs based on their sales targets.
Budget
Budget allocation for advertising is based on our media plan,
New product quantity rate
1
2
Conference
150000
Launching
gift
128
96000
Brochures
1500
67500
Flex , Boards
600
BMD
1200000
Samples
6372 1223424
Incentive
213693.2
Total Budget:
2951217
Sales target
5000 5500000
Total Media expense:
53.7% of Sales Target
3
4
5
6
7
8
9
10
As per the media plan, advertisement and total cost for the promotion includes conference cost
for buzz market, launching gift for key customers, brochures, flex and boards, investment on
11
12
BMD machine , samples , incentives and target . The total budget allocated for total promotional
activities is 53.7% of total sales target for the whole year.
CONTROL MEASURES
NPL is bringing new product into an existing market so it should have plan of using product
development strategy. PDCA model can be implemented to achieve control over the
implemented marketing strategies.
The PDCA model consists of four different activities carried out in sequential order
-
Plan
Do
Check and
Act
Plan
The plan begins with choice of target market and suitable marketing strategy to reach them. NPL
will follow our plan as mentioned in Action Plan.
To sum up, key plans should be as follows:
-
Selection of 5 to 8 core doctors as opinion leader.
-
molecule demonstration through key opinion leader to create bang on the market
-
Launching visits with team ( APM,PE,SM,FM)
-
Repeat visit by MR to reinforce the Brand
Inputs for brand Reminder ( Promotional Gift items, leave behind cards , Posters , pen
and pads )
Free Samples
Organizing Health camps with BMD machines
Lucrative incentives would be provided to MRs based on their sales targets.
-
Do:
The above plan is put into implementation. Careful choice of super core doctors are made and
approached in a very professional manner by the product team. Product demonstration is given
and when they agree to become opinion leaders, supplementary items are provided. Regular
medical conferences are held as our product as official sponsor. This will create a buzz and help
in product promotion very strongly.
Check:
The most important part of check procedure is preplanned regular visits. Every MR will have
separate list of doctor from inside and outside of valley which they have to visit a number of
times in a given time interval. The main purpose of visits will be the status collection through a
number of data sheets. The collected status will be submitted on time to the management for
reviewing purpose. By status, I mean the following
1. EP: exclusive prescriber (who provides only our product of that molecule considering
volume business)
2. MP: mixed prescriber (who provides our product with one or two other companies of the
particular molecule, considering volume business)
3. OP: occasional prescriber (who prescribes our product very rarely)
4. NP: non prescriber
Seniors managers will also visit the top listed doctors for personal marketing.
The collected status will be the main agenda in every meeting. Respective people will be held
responsible for success or failure of the product in their predestined area.
Sales analysis will also be carried out and reviewed regularly. (ANNEXURE, 06)
Action:
Necessary actions must be taken immediately as per suggestion of MR, FM, SM and PE. When a
chosen super core doctors regularly prescribes their gesture is well supported by SAS. When they
do not recommend the SMs will visit and communicate for chance of prescription. If not, there
will have to search for new super core doctors. When doctors prescribe but not regularly then
will have to send SM for session to increase. NPL has to change action plan as per the market
feedback and develop second year plan accordingly
Rules to be followed for successful control
-
Work book must be timely filled and brought to every meeting. (Mentioned in Annex)
A photocopy should also be brought for use of FM, PE, and SM
Improper filling will be asked for full justification
Incentive programs will be there for motivation and better performance.
Conclusion
A lot of effort has been put into bring out this product. Launching date has been set to the first of
15th February 2012. I hope that the effort within the company including all the effort from NPL
team will pay off with successful penetration in the market. I wish all of people strong and
healthy bones.
FOR THE LAUNCH OF “OSAMAX ”
Current market situation
Nepalese Pharmaceutical market and its marketing practices is complex to understand. With no
such specific guidelines and policies from its regulatory body DDA, Nepalese pharmaceuticals
feel the gap for visionary support from government. Though the country is self reliant in various
categories the chunk of market share is still being enjoyed by foreign and Indian companies due
to the lack of specific guidelines. Nepal pharmaceutical Laboratory is going to introduce its new
product in the market where its competitors already exists. Osamax competing brands are :
RESTOFOS – Sun Pharmaceuticals – Indian company
OSTEOFOS – Cipla Pharmaceuticals – Indian company
FOSSIL – Magnus Pharmaceuticals – Nepali company
Since it is difficult to adopt differentiation strategy in pharmaceutical products in terms of
product and its features, NPL has to work on other aspects to add value to the product and gain
competitive advantage over competitors’ product.
Market description
Currently total market size of pharmaceutical product is 12 billion and the share of Nepali
companies in the market is 35 % with 45 manufactures operating and (5– 18) in the pipeline.
With an annual growth rate of 19 %, this sector is one of the fastest growing industries. This
sector is contributing around 12 billion to nation’s economy of which domestic industry accounts
for approximately 4 billion. This sector has become strong and stable in various aspects .
Report of 2006: The study shows the consumption of allopathic drugs in the fiscal year 2061/62
(2004/05) has been Rs. 10659 millions. The annual increment of allopathic drugs consumption
has been 16.1%..
Share of Drug Consumption Through Import and Domestic industries
Import
Domestic
Govt, NGOs , INGOs
9%
32%
59%
Quantification of drug, RDL/DDA
Total consumption and annual increment of allopathic drugs
Year
1999/2000
Drug consumption
5907.00
2000/2005
10659.00
Quantification of drug, RDL/DDA
% Growth
25 %
32 %
From the data 2000 to 2005:
The drug consumption has been increased by 80 %
The domestic industries share has been increased by 25 %
Pharma industries have been a powerful and dynamic industry in past 10 years growing when
other industries have taken down turns. From the market trend of past few years we can see that
market share of domestic industries is increasing in terms of sale and replacing Indian and some
Multinational Companies (MNCs). This reflects a wide scope of growth and development of the
local pharmaceutical industry in Nepal.
Moreover the increasing awareness among general public regarding health, diseases and the
domestic production will certainly help this sector to grow faster.
NPL is second largest Pharmaceutical Company of Nepal comparing its annual turnover. It
governs the 12% of the total domestic pharmaceutical market with the total annual turnover of
500 million rupees. It is growing with the approximate rate of 20 % annually.
Annual growth rate of company
Annual growth of company
35
30
30
25
25
23
20
20
18
15
10
10
5
0
062/063
063/064
064/065
065/066
066/067
067/068
Company profile:
NPL is a pharmaceutical company which was registered in department of industry His Majesty’s
Government (HMG) on 27th Jestha 2042 and had started its operation from 28 th Poush 2043. Its
plant is located in Jeetpur, Birgunj and it has its marketing office in Pulchowk, Kathmandu.
With its motto “Quality in the service of millions”, in a short span of 26 years it has carved out a
significant position in the Nepalese pharmaceutical industry. NPL has a team of competent
management and technical professionals and a group of dedicated members at all levels who
have been working together as a highly motivated team to create an outstanding record of
success and growth in the Nepalese pharmaceutical industry. It’s a World Health Organization
(WHO) – Good Manufacturing Practice (GMP) certified company that has a separate Research
and Development(R & D) department, production department, quality control (QC) department,
quality assurance department, market planning department and marketing department that works
in coordination form an introduction level of product to its nourishment.
Due to its significant achievement in work system and standardization NPL is the only domestic
pharmaceutical company that has been awarded with “FNCCI National excellence award for
three consecutive years since 2059 to 2062 and recently been awarded with FNCCI Service
excellence award in the year 2067. NPL has also been honored with NICCI excellence award
2003 by Nepalese chamber of commerce and industry.
Technological advancement: NPL is the first company to collaborate with academia for the
development of research activities in NPL, NPL has collaborated with Kathmandu University
school of science for conducting bioavailability and bioequivalence testing of medicine testing of
medicine, NPL has also expanded its QC plant with the name of Nepal Research Foundation in
the year 2066 basically for the development of novel drug delivery system and research
activities.
NPL holds the pioneer ship to manufacture cardiovascular, psychotropic, anti-diabetic products
in Nepal .It is also the first company to manufacture veterinary medicines. There are different
divisions within the company.
Divisions of NPL
Division I
Division II
Deals with high value
molecules
Primary care products
Molecules that requires doctor
prescriptions
Me too ( push strategy )
Lapen DIV
Sophisticated molecule
Vet DIV
Veterinary products
Cardiovascular, diabetic,
psychotropic
Vet
Future plans:
NPL is constantly on a move to improve, grow and serve better. It plans to launch many useful
and innovative health care products in the days ahead. It is planning to launch sterile
preparations, anti cancer drugs and it plans to grow in the field of biopharmaceuticals as well.
Corporate social responsibilities & collaboration
Therapeutic Categories
Dosage forms
Anti – allergic
Tablets
Anti – diabetic
Dispersible tablets
Anti – infective
Capsules
Cardio vascular
Dry syrup
Dermatological
Syrups
Gastrointestinal
Suspensions
Gynecological
Modified Release
Hematinic
Pediatric drops
Musculoskeletal
Cream
Nutritional supplement
Ointments
Psychotropic
Gels
Respiratory
Vitamins
Dental Products
NPL has been discharging its corporate social responsibilities within its capacity by helping in
various health camps being organized. It has its quarterly publication with the name of “The
Himalayan Health”(THT) and Sangrila Janaswasthya(SJS) and distributes throughout the health
post and chemist outlets to disseminate health related information to general public through
which it also handle public queries regarding disease and the treatment.
Product Basket: Today NPLs product basket has number of medicines more than 200 in its
product basket ranging from, various therapeutic categories in different dosage forms.
Company Vision and Mission :
NPL is a Brand leader in following listed drugs :
1. Amlold – cardiovascular
2. CTZ – anti allergic
3. Brucet –analagesic and antipyretic
4. Vital – Vitamin supplement
5. Formin – diabetic Range
6. Kefix and Azith – anti - infective
Product review
OSAMAX (Alendronate Sodium) is a Biphosphonate drug used for osteoporosis and various
other bone resorptions. Biphosphonate bind to the hydroxyapatite found in bone that acts as a
specific inhibitor of osteoclast mediated bone resorption.
Composition
Each uncoated tablet contains:
Sodium Alendronate BP equivalent to Alendronic Acid 70mg
Osteoporosis: Osteoporosis is a condition characterized by a decrease in the density of bone,
decreasing its strength and resulting in fragile bones. Osteoporosis literally leads to abnormally
porous bone that is compressible, like a sponge. This disorder of the skeleton weakens the bone
and results in frequent fractures (breaks) in the bones.
Bones that are affected by osteoporosis can break (fracture) with relatively minor injury that
normally would not cause a bone to fracture. The fracture can be either in the form of cracking
(as in a hip fracture) or collapsing (as in a compression fracture of the vertebrae of the spine).
The spine, hips, ribs, and wrists are common areas of bone fractures from osteoporosis although
osteoporosis-related fractures can occur in almost any skeletal bone.
Throughout adulthood living bone renews itself by breaking down old bone and replacing it with
new. Osteoclasts resorb portions of old bone and osteoblasts follow to form an organic matrix of
minerals that become new bone. Of course, there are many other chemical changes required to
sustain this cycle (e.g. hormones).
Osteoporosis occurs when the balance of the cycle is upset causing bone to break down faster
than it can be replaced by new bone. Over time, this can seriously affect the structural integrity
of bone.
Indication and Dosage Regimen
OSTEOPOROSIS
Postmenopausal
women ( adults )
GLUCOCORTICOID INDUCED
OSTEOPOROSIS
Men ( adults )
PO 35 mg once PO 70 mg once
weekly
weekly ( for post
Treatment Preventio
n
PO 10 mg once
daily
menopausal women
not
receving
estrogen )
PO 70 mg PO 35 mg
weekly
weekly
Mode
administration
of Onset of action
1 months
Peak action
Duration
3- 6 months
4 weeks – 6 months
Oral
Clinical data
Treatment of osteoporosis with Sodium Alendronate has demonstrated normalization of the rate
of bone turnover, significance increase in BMD (Bone mineral Density) of the spine, hip Wrist
and total body and significant reduction in the risk of vertebral (Spine Fractures), wrist fractures
and all the non vertebral fractures. In the women with higher risk of fractures treatment with
Sodium Alendronate resulted in approximately 50 % reduction in the spine, hip and wrist
compared with the control group taking placebos plus calcium and vitamin D.
Osamax is an anti-osteoporotic drug given for the treatment of osteoporosis.
Adverse Effect: Ulcer and Gastritis
Competitive Review:
The major competitors for Osamax are the existing brand of Sodium Alendronate
Product name
Company
MRP /Strip
Packaging
Osteofos
Cipla
180
4’s * 10
Restofos
Sun
258
10’s*10
Fossil
Magnus
158
4’s * 10
Strength
MRP /Strip
Packaging
70 mg
192
4’s * 6
Our Product
OSAMAX
Major activities of the competitors
Brand name
Major Promotional activities
RESTOFOS
Indication : For the treatment of osteoporosis
Personnel need fulfillment by the company to develop rapport with the
customers.
Covers the major hospitals and quantified service is on specific department of
hospital.
Sponsor in different seminars, stall placement at seminars.
Trust of prescriber on MNC brand, R & D investment high for Quality
Strong at cardiovascular products.
OSTEOFOS
Brand value of the product – Cipla Company
Trust of the prescribers on multinational brand.
Latest research on the product research is also provided.
Reimbursement of travel expenses, hotel stay of doctors free samples.
Sponsor in different Continuous Medical Education (CMEs), seminars, stall
placement at seminars.
Frequency of Sales After Service (SAS) is very high among Indian companies.
FOSSIL
They have a very few brand to focus. (Unique product in their product basket
which the other company doesn’t have.
New company aggressive marketing.
Product wise customer focus.
Product positioning and placement:
RESTOFOS and OSTEOFOS being the multinational brand, its main positioning is in the mind
of the customers as a quality product. Restofos and Osteofos take major sales from the consultant
doctors who have greater number of patients.
Fossil being first national product from the newly introduced company spend usually on specific
product promotion since they have few product to focus on.
Distribution patterns & traditional channels
NPL has strong distribution network nationwide. Various distributors are channels through which
the products are made available through out Nepal. It has total of 110 distributors in present
context. After manufacturing the batch, the production completes all the details & reconciles the
batch information. The Quality Assurance department then confirms the quantity stated &
despatch section despatches the batch to corporate office. Corporate office then markets the
products through the distributors. The pattern of distribution channel is figured below.
Fig : 01
Corporate office
Factory
Headquarter
Distributors
Retailers
Headquarter Distributors
Retailers
Retailers
Retailers
Headquarter Distributors
Retailers
Retailers
Headquarter Distributors
Retailers
Retailers
The company’s headquarter are located in 9 different cities of country. They are: Kathmandu,
Birgunj, Narayangardh, Janakpur, Butwal, Dharan, Biratnagar, Pokhara & Nepalgunj
Strength, Weakness, Opportunities and Threat Analysis
Objectives and Issues
Our key marketing objectives lie on setting achievable goals focused on sales volume, market
penetration and number of loyal customers.
Objectives and Issues:
First Year Objectives:
For any brand to meet a sales target, the first thing that needs to be achieved is loyal customer
base. NPL’s first year target is to have 5 to 8 loyal customers by year end who exclusively
prescribes the product. By loyal customers that means renowned doctors in the field of Ortho,
Gynaecology and General Physicians.
Market Penetration Target: During the first year NPL should have set the target to make the
Brand available in 9 major cities; Kathmandu, Birgunj, Narayangardh, Janakpur, Butwal,
Dharan, Biratnagar, Pokhara and Nepalgunj.
Sales Target: NPL’s sales target for the first year is a sales of 5000 boxes. Each box cost 1100. So
the total sales target is NRs 5500000.
Second Year Objectives:
Second year objectives have not been set discretely. It would be planned on the basis of targets
achieve during the first year and feedbacks during that time range. NPL’s main focuses for the
second year are as follows.
1. Increase the sales revenue by 20%
2. Educate second level customers.
3. Increase loyal customers by 30%.
Issues:
The market that NPL plan to tap already has few existing and competitive brands. Few of the
customers have also been tapped by other brands. So, the market launch should be very
aggressive. Heavy investment should be done not only during the launch but also throughout the
year. Also there will be putting in lot efforts to educate Doctors in the three mentioned fields as a
lot of them are still unaware of its usages. NPL need to develop media plan for whole year
promotional plan.
MARKETING STRATEGY:
Positioning:
The punch line of Osamax is “Osamax today for healthy bone tomorrow” and it is targeted to
few selected qualified customers (cream doctors): physician, gynecologist and orthopedics of the
territory whose prescription can change the sales scenario. The product will be promoted as the
only effective treatment for osteoporosis in men and menopause women. The brand name is
somewhat similar to the brand name of the research brand which would be easy to remind to the
target customers. The product will also be promoted on the basis of its unique packaging that
provides patient with exact dose of 6 months and first brand with patient leaflet information in
Nepali that would be highlighted in our product card.
Product strategy:
OSAMAX is the product used for the treatment of osteoporosis, but OSAMAX not only provides
remedy for the treatment of osteoporosis, it will help patient to gain Bone mass and improve
quality of life to patients. Besides they will have the benefit of unique packaging that will
provide them with exact dose of 6 months with complete information leaflet in Nepali / English
which will guide them through the dosage regimen of Medicine and precaution they should adopt
while taking this medicine. The company has also decided to provide direct patient service to the
patient like patient counseling and dose reminder to the patient taking this medicine since the
medicine possess some side effects which might harm and cause secondary disease to the
patient , the company will also have regular BMD testing to the patient so as to assure that they
are gaining bone and are not prone to osteoporotic fractures .
Packaging: 6’s X 10, exact dose for 6 months
With patient information leaflet
Augmented Product
FREE BMD measurement
Actual Product
Patient information leaflet in Nepali
Improved
Quality of life of pateints
Dosage Regimen scheduling
Quality Product
Packaging 4’s X 10
Direct Patient service
at
Price / quality strategy:
OSAMAX is the second national brand of sodium alendronate. Though there are three existing
competitors, I have used a price skimming technology. I have tried to maintain price as that of
competitors since the target customers are not price conscious. Price also has a least impact on
the sales of Pharmaceutical products as no customer demands for it and customer prescribes on
the basis of quality, services and availability. As a company policy its doesn’t want to enter in the
unethical competition of lower quality, low price and high bonus. The current price is enough to
cover production costs, marketing costs and generate calculated profit margin.
Distribution plan:
Since the product is a lifestyle drug and is quite expensive I will first try to promote this product
in the target segment of city areas of Nepal, where there is a purchasing capacity and where we
see mobility and scope of the products .Kathmandu will have the high target and the product will
be vigorously promoted at Kathmandu valley , but the areas like janakpur , Butwal and
Nepalgunj will have less target since the doctors over there do not readily prescribe new product
.
NPL will follow the regular distribution channels from its core distributors to the retailers for the
availability and its sales representatives will make sure that each retail counter will have the
product OSAMAX before launching so as to avoid prescription bounce.
Marketing communication strategy:
Personal selling: Pharmaceutical companies’ major tool of promotion is personnel selling. NPL
will have its Sales representatives who will detail its product in front of core customers and
convince them to prescribe our product. The communication will be enhanced by enhancing the
personal selling for these following measures
Personal selling is based on the detailing ability hence to enhance it detailing, training
will be conducted on quarterly basis or as per the need and MR with the best detailing
ability will be awarded annually for motivation.
To increase the product knowledge and skills of the personal selling, various trainings
will be organized quarterly for FMs and MRs.
The out sourcing of the resource person will be done at least once a year and for the
international exposure on the salesmanship, certain selected representatives will send for
the abroad training.
MR of the month and start of the year will be selected and awarded.
Providing lucrative incentives to motivate them.
Visual Aid
Advertising:
As direct advertisement are not allowed due to government legislations indirect promotions
can be done with the help of informative visual aids .
Visual Display: The Medical Representatives’ Visual Aid will be more communicative
highlighting only specific information. Flex, boards, Leave behind Cards (LBCs),table tob
design will be prepared highlighting the sign and symptoms of Osteoporosis, its causes and
preventive measures. The board will be filled with contents and information of preventive
measures as well.
Leave behind Card
POSTERS
Buzz marketing: Through key opinion leader, bang on market will be created by arranging
conference for the doctors from ortho department and making influential leader among them
to speak on molecule and its advantages.
Communication through SJS and Himalayan health informative journals which will highlight
the use and efficacy of OSAMAX and these journals are distributed through its distribution
network in different parts of the country.
Direct Patient Service: To help our customers in patients front, NPL will have a system of
direct patient service from the company itself to educate customers regarding drug and its
uses since doctors usually don’t have enough time for patient counseling. It will be an added
service to doctors as well as patients.
Organizing health camps and measuring Bone Mineral Density (BMD) through BMD
Machine which helps to identify patient suffering from Osteoporosis or those prone to
osteoporosis.
Marketing Research:
In NPL Market planning department is responsible for conducting market research. Market
Planning Department is the important wing considered as a Central Nervous System which
conducts research and develops action plan for existing and new products. It consists of
Pharmacist and few people from sales force. Since NPL is going to introduce product as per the
market feedback, the introduction of Sodium Alendronate (OSAMAX) in product basket is
totally based on market feedback.
OSAMAX is not a OTC (over the counter drug) which the patient buys with their own
knowledge as in case on any other general drug, so the burying behavior is solely dependent on
doctor’s prescription I have conducted research on retailer level and doctor level.
The research for market analysis and feasibility study of Sodium Alendronate was conducted as
listed below:
There are two major research tasks I tried to accomplish.
1. Check the penetration and market share of each of the brands: Before NPL can launch a
new product, it should first know the market scenario. Sodium Alendronate is a new product and
as per my understanding, the penetration of various brands is not that high. This research focused
on the availability of various brands, popularity of each of the brands and their sales volume.
With this NPL can exactly know what should expect from the market and how can tackle the
market situation.
2. Analyze the popularity of the molecule among various doctors: As discussed previously,
the molecule is new to the market. Not all doctors know about its usage yet. I found that only top
doctors seem to be using this molecule. The molecule can be prescribed by Ortho, Gynecologists
and General Physicians. Our plan is to understand the following
a. Current situation of popularity of this molecule among these therapeutic categories.
b. Names of the doctors who have been prescribing this molecule and their preferred brands.
With this information, NPL can exactly know the doctors whom it can target to prescribe it’s
brand. Also NPL can know the doctors whom It can educate on this molecule.
Survey Results:
For research purpose, 55 chemists were selected. Among these, 42 of the chemist were
having at least two of each brand. FOSSIL, existing national brand, was found in all of them.
It means that FOSSIL has been able to generate prescription from their target customers. This
led to a conclusion that most of the consultant Orthopedicians has been prescribing FOSSIL.
However it was found that Magnus didn’t focused on gynecologist and physician for
FOSSIL which is an advantage for us.
RESTOFOS and OSTEOFOS have not adopted any specific promotional activities for the
particular brand, since they are much more focused on other therapeutic categories.
Doctors from these therapeutic categories (Orthopedicians, Gynae, physicians) were
shortlisted as per the feedback from the Medical Representatives.
Information on sales/month of each brand in boxes was also obtained from the market survey
including their price and information on packaging.
A lot of doctors were found to be unaware of this molecule as it is very new therapy.
Product name
Company
MRP /strip
Packaging
Average Sales
per month in
Kathmandu
OSTEOFOS
Cipla
180
4’s * 10
180 boxes
RESTOFOS
Sun
258
10’s * 10
162 boxes
FOSSIL
Magnus
158
4’s * 10
370 boxes
Marketing Organization
It’s a marketing team responsible for all the marketing activities and promotion plan of
OSAMAX
M MM
dd SS
N
Nh R
pa
sb
Dtr
hv k
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e rr .
ss aa ii .. cc tt
ya
ia l s
m ae
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a a h ti c a
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Action Plan:
The plan begins with choice of target market and suitable marketing strategy to reach them. By
the four Ps mentioned above, I have set the position, price, place (distribution locations) and
promotion (communication). Discretely following are our action plans.
NPL’s new product OSAMAX is comparatively an expensive medicine and is sold on
prescription only. So NPL should have to go with super core doctors as our target. Since medical
products are not allowed to use broadcast media or print media, direct marketing approach and
personal communication approach is best way to reach out target.
The plan is to make a list of super core doctors from inside and outside of valley. Then NPL’s
product team will approach them with it’s upcoming products and try to convince them to
become opinion leaders. NPL’s Product Executives (PEs) will be involved in providing detailed
product demonstration to these super core doctors. Out of the core doctors, NPL plan to select 5
to 8 doctors as opinion leaders per MR.
Once cultivation of opinion leaders is achieved then they are entitled to prescribe NPL’s product
to their patients and affiliated pharmaceutical stores. Initial sample will be combined with brand
reminders like heaters with products name and may be complimentary pens and notepads. MRs
will have to pay regular visits and update the status.
Plans to organize medical conferences and exhibits.
Actions
Conference
Launching
gift
Brochures
Flex , Boards
BMD for
camps
Samples
Incentive
1
2
3
4
5
6
7
8
9
10
Action Plan Calendar
Details of promotional plan and visit plan for the first year to meet objective
-
Launching Date has been set to 15th February 2012.
11
12
-
-
-
Bang on the market through conference and promotion through key opinion leader. NPL
plan to hold two conferences by two key orthopedists in Kathmandu. These conferences
would be focused on molecule and therapy education.
Visit with a team including APM, PE, SM, and FM on the day of launching with a
launching gift to select super core doctors.
Visit will be repeated by the concerned MR, at least 3 visits in a month to reinforce the
brand and to review prescription status
Brochures would be given for distribution in Medical organizations involving target
doctors.
Leave behind cards (LBC), economical gifts will be provided with the brand name
encoded for brand reminder.
Free samples would be provided to the selected doctors.
Flex and boards would be distributed to retailers and distributors. Also, these would be
used during conferences and health camps.
BMD (Bone Mineral Density) machine is a key device for diagnosing Osteoporosis.
However, this device is very rare in Nepal. So, NPL team will buy this device and
provide the device and a team of experts during various camps organized by selected
doctors. NPL will plan to organize/participate in at least four camps.
Lucrative incentives would be provided to MRs based on their sales targets.
Budget
Budget allocation for advertising is based on our media plan,
New product quantity rate
1
2
Conference
150000
Launching
gift
128
96000
Brochures
1500
67500
Flex , Boards
600
BMD
1200000
Samples
6372 1223424
Incentive
213693.2
Total Budget:
2951217
Sales target
5000 5500000
Total Media expense:
53.7% of Sales Target
3
4
5
6
7
8
9
10
As per the media plan, advertisement and total cost for the promotion includes conference cost
for buzz market, launching gift for key customers, brochures, flex and boards, investment on
11
12
BMD machine , samples , incentives and target . The total budget allocated for total promotional
activities is 53.7% of total sales target for the whole year.
CONTROL MEASURES
NPL is bringing new product into an existing market so it should have plan of using product
development strategy. PDCA model can be implemented to achieve control over the
implemented marketing strategies.
The PDCA model consists of four different activities carried out in sequential order
-
Plan
Do
Check and
Act
Plan
The plan begins with choice of target market and suitable marketing strategy to reach them. NPL
will follow our plan as mentioned in Action Plan.
To sum up, key plans should be as follows:
-
Selection of 5 to 8 core doctors as opinion leader.
-
molecule demonstration through key opinion leader to create bang on the market
-
Launching visits with team ( APM,PE,SM,FM)
-
Repeat visit by MR to reinforce the Brand
Inputs for brand Reminder ( Promotional Gift items, leave behind cards , Posters , pen
and pads )
Free Samples
Organizing Health camps with BMD machines
Lucrative incentives would be provided to MRs based on their sales targets.
-
Do:
The above plan is put into implementation. Careful choice of super core doctors are made and
approached in a very professional manner by the product team. Product demonstration is given
and when they agree to become opinion leaders, supplementary items are provided. Regular
medical conferences are held as our product as official sponsor. This will create a buzz and help
in product promotion very strongly.
Check:
The most important part of check procedure is preplanned regular visits. Every MR will have
separate list of doctor from inside and outside of valley which they have to visit a number of
times in a given time interval. The main purpose of visits will be the status collection through a
number of data sheets. The collected status will be submitted on time to the management for
reviewing purpose. By status, I mean the following
1. EP: exclusive prescriber (who provides only our product of that molecule considering
volume business)
2. MP: mixed prescriber (who provides our product with one or two other companies of the
particular molecule, considering volume business)
3. OP: occasional prescriber (who prescribes our product very rarely)
4. NP: non prescriber
Seniors managers will also visit the top listed doctors for personal marketing.
The collected status will be the main agenda in every meeting. Respective people will be held
responsible for success or failure of the product in their predestined area.
Sales analysis will also be carried out and reviewed regularly. (ANNEXURE, 06)
Action:
Necessary actions must be taken immediately as per suggestion of MR, FM, SM and PE. When a
chosen super core doctors regularly prescribes their gesture is well supported by SAS. When they
do not recommend the SMs will visit and communicate for chance of prescription. If not, there
will have to search for new super core doctors. When doctors prescribe but not regularly then
will have to send SM for session to increase. NPL has to change action plan as per the market
feedback and develop second year plan accordingly
Rules to be followed for successful control
-
Work book must be timely filled and brought to every meeting. (Mentioned in Annex)
A photocopy should also be brought for use of FM, PE, and SM
Improper filling will be asked for full justification
Incentive programs will be there for motivation and better performance.
Conclusion
A lot of effort has been put into bring out this product. Launching date has been set to the first of
15th February 2012. I hope that the effort within the company including all the effort from NPL
team will pay off with successful penetration in the market. I wish all of people strong and
healthy bones.