Beruflich Dokumente
Kultur Dokumente
Submitted To:
Faisal Qureshi
Submitted By:
Name
M.Usman Khan
Ubaid Ghazi
Ayaz ur Rehman
Shoaib Khan
Registration
Number
16530
14214
16520
14550
Email ID
m.usman.khan@live.com
ubaid.ghazi@pakbev.com
ayaz.khan909@gmail.com
muhd.shoaibkhan@gmail.co
m
Submission Date:
23rd-July-2014
Class Timings:
Contact
Number
0345-2388791
0321-2888810
0345-2999074
0332-3259812
INTRODUCTION
Acute diarrheal diseases are among the leading causes of mortality in infants and young children in many
developing countries. In most cases, death is caused by dehydration. Dehydration from diarrhea can be prevented
by giving extra fluids at home, or it can be treated simply, effectively, and cheaply in all age-groups and in all but
the most severe cases by giving patients by mouth an adequate glucose-electrolyte solution called Oral
Rehydration Salts (ORS) solution.
There are some medicines that may be sold without a prescription, in contrast to prescription drugsthese drugs
are termed as Over-the-counter (OTC) drugs. Over-the-counter (OTC) drugs are non-prescription drugs sold in
convenience stores, grocery stores and health shops. They range from pain relievers, cough and cold remedies to
sleeping aids, weight reducing aids, and vitamin supplements. The OTC drugs are characterized as less risk
taking, less dynamic, non-maintenance therapeutic pharmaceutical drugs. The efficacy and potency of these drugs
have been well established. OTC drugs play an increasingly vital role in health care system.
Oral rehydration solutions (ORS) are used to treat dehydration caused by diarrhea, a common illness in travelers.
An ORS contains three ingredients:
1. Clean water that has been boiled or disinfected or from a commercially sealed bottle.
2. Electrolytes (also called salts), which are chemicals that your body needs to function properly.
3. Carbohydrates, usually in the form of sugar.
The internationally endorsed definition of probiotics is live microorganisms that, when administered in adequate
amounts, confer a health benefit on the host.
What we are launching is a hybrid product which will serve the function of two OTC, as ORS and as probiotics
for the consumers. We aim at producing a good quality product keeping the cost to its minimum.
PACKAGING DESIGN
As per the data most of the respondents are of the view that consumers prefer loose sachets for these kind of
product so we will be placing a customized designed vertical carton box containing 10 sachets with an opening
below which will be placed on the counter where customers can pull the sachets causing the above sachets to
come down.
The product will provide health solution to anyone who is suffering from Diarrhea and with bad
stomach, so the product is directed towards people suffering from this disease. The price we will be
charging will cater mainly urban Middle and upper class of urban areas but is suited for lower class
also. It is suited for lower class in two ways, one is that when it comes to medicine or OTC price is
not really a factor that changes consumers preference and second, if price do become a factor that
can change consumer decision so this product is not very expensive.
Who will the decision maker in our target market?
All the parents who have children of age less than 18 and all the adults.
Uniqueness:
The differentiating factor for the product is that we are introducing ORS and Probiotics together for
a very first time in this market. Currently there is no company that is offering this kind of product in
market. This will help to cure diarrhea patients keeping them hydrated at the same time.
Promotion
For communicating the benefits of the product to the target market a Doctor will be taken on board
which will be the face for this product. Doctor will be authentic source for consumers who will
communicate all the benefits of the product.
Advertising
We want to reduce cost as much as possible so advertisement promotions will be done on print
media and billboards. Besides this, streamers, banners and hangings will be displayed near big
pharmacies of the city. This can also be followed by BTL activities where our representative will be
present in these pharmacies to educate customers from our unique product. This will help customers
to recall brand whenever they will visit pharmacies.
o Stationery
Stationery, which includes letterheads, envelopes and business cards, is a means by which
business image or name identification is projected. We can use this everyday means of
presenting business image for our advantage.
o Outdoor
We will be placing billboards in different locations of the city and branding the product at
bus stands as well.
Sales Locations:
We will ensure the smooth Distribution of the product by assigning Sales
Representatives for different territories. These Sales Representatives will have
Zone wise supervisors to monitor their efficiency. Zone Supervisor will be
responsible for achieving the targets set by the management.
Discounts
We will be offering 15% discount to the pharmacies which will give them incentive to purchase and
sell the product at their stores.
Remodeling of Pharmacies
Shelf space will be designed with our product theme along with the Pharmacies boards.
Seminars:
We will let our on board doctors to educate the masses about our new product with the interactive
sessions from customers. This will let us know customers reservations regarding the disease and
regarding our product.
Conferences:
There will be semi annual conference of Management and Doctors in which they will discuss the
issues faced by customers and to give new approach to take product further.
Outdoor Advertisement
We have selected 6 sites considering the city traffic flow. There are 4 sites that we use for the first month
at the time of launch to gain maximum attention, these sites are the most visited sites of the city. For
second month other two site will be used for recalling of the brand.
Route
Rate
Occupied For :
1 Month
Route
Rate
Occupied For :
1 Month
Route
Rate
Occupied For :
1 Month
Site 4-Shahrah-e-Faisal
Route
Rate
Occupied For :
20 Days
Site 5-Khayaban-e-Iqbal
Route
Rate
Occupied For :
1 Month
Route
Rate
Occupied For :
Site
Site
1
Site
2
Site
3
Site
4
Site
5
Site
6
1 Month
TOTAL OUTLAY ON OUTDOOR ADVERTISEMENT
Occupied
Location
Cost Per Month
for
Total Cost
1 Month
350,010
350,010
1 Month
399,990
399,990
1 Month
350,010
350,010
SHAHRAH-E-FAISAL
20 Days
800,010
533,340
KHAYABAN-E-IQBAL
SHAHEED-E-MILLAT
ROAD
1 Months
99,990
99,990
1 Months
99,990
99,990
Total
1,833,330
Print Media
Publications
Size
DAWN
15cms
Newspaper
x 4cols
The News
20cms
Position
- Metro
(Khi Only)
Any Khi
Only
Inside Front
Express
15cms
Page
Tribune
x 4cols
(Metro)Khi
20cms
Only
Front page -
x 3cols
Daily Express
20cms
x 3cols
Frequency
Month
in a Month
Cost
Mon
Tue
Wed
Fri
134,400
134,400
51,000
51,000
47,250
47,250
94,500
370,800
370,800
60,000
60,000
Front Page
x 3cols
Jang
Day
Khi Only
Any
position Khi Only
Total
710,700
Rs.1,833,330
Print Media
Rs.710,700
Total Budget
Rs.2,544,030
ANSOFF MATRIX
EXISTING PRODUCT
NEW PRODUCT
EXISTING MARKET
Market penetration
Product Development
NEW MARKET
Market Development
Diversification
This is a new product so its falls under Product development on the Ansoff grid.
CONTINGENCY PLAN
A contingency plan is devised to mitigate critical risks should they occur. We need to find the risk
associated with the product launch and its execution so that we prioritize the risk which are under our
control and form plan to tackle it.
Key Risks
Hurdles in distribution
Government Impose taxes or increases interest rates which causes the raw material price to go up
Despite of our best efforts the product is unable to click
We need to prepare alternate distribution plans in case our present distribution strategy does not fetch
fruitful results. For this, we can use different distributors for serving different parts of the market.
An increase in taxes and interest rates is not under our control so we can only increase prices in future
should there be any need to do so.
If the product fails to capture market and fails in generating sales then we will go for repositioning of the
product. As per our data collection, our first priority for the product is to capture urban markets, but if it
fails then we can aim for rural markets . This will not entail the company to incur huge investments
again for launching it in rural areas but we may have to reduce its cost to coup with the purchasing
power of rural area.
PIMARY REAEARCH:
SAMPLE SIZE-PHARMACIST: 115
SAMPLE SIZE-PHYSICIANS : 28
SAMPLE TYPE: Pharmacist and Physicians
RESEARCH TOOL: Questionnaire
Question 1:
v.low
low
33
43
moderate
high
very high
0
3
Modera 33
te
High
37
Very
high
43
37
19
very low
5 8
low
moderate
high
39
very high
45
Very
low
Low
Modera
te
High
45
Very
high
19
39
12
very low
low
19
25
moderate
high
very high
50
Laxatives
Very
low
Low
9
25
Modera 50
te
High
19
Very
high
12
21
very low
16
low
moderate
31
high
very high
47
Antacids
Very
low
Low
0
16
Modera 31
te
High
47
Very
high
21
very low
29
low
38
moderate
high
very high
44
Modera
te
High
38
Very
high
29
44
14 2 13
very low
low
moderate
34
high
53
very high
Probiotics
Very
low
Low
13
Modera
te
High
53
Very
high
34
Question 2:
14
not at all
marginally
4
28
some extent
28
resonably high
very high
18
38
Advertising
not at all
18
marginall 28
y
some
38
Doctor's Prescription
extent
resonably 28
high
very high 4
not at 5
all
Marginally
1
1
2
0
3
3
4
7
some
extent
resonably
high
very high
not at all
marginally
47
some extent
very high
33
15
marginally
resonably high
very high
20
resonably high
not at all
some extent
11
5
23
33
39
Previous Experience
not at all
Marginally
some
extent
resonably
high
very high
5
23
39
33
15
17
not at all
8
16
marginally
some extent
resonably high
37
38
very high
8
16
38
37
17
15
17
not at all
marginally
23
some extent
27
resonably high
very high
34
Price(Affordability)
not at all
marginally
some
extent
resonably
high
very high
15
27
34
23
17
not at all
15
24
marginally
some extent
resonably high
37
very high
32
Shelf Space
not at all
Marginally
some extent
resonably
high
very high
2
4
3
2
3
7
1
5
7
14
not at all
14
marginally
some extent
resonably high
very high
40
40
Ph
armacist's
Recommendation
not at all
Marginally
8
1
4
some extent
resonably
high
very high
4
0
4
0
1
4
not at all
19
marginally
5
30
some extent
resonably high
32
very high
30
Packaging
not at all
Marginally
some extent
resonably
high
very high
3
0
3
QUEStion 3:
0
3
2
1
9
5 rarely
26
ocassionally
frequently
49
rarely
41
ocassion 49
ally
frequentl 26
y
41
Question 4:
14 2
highly unlikely
unlikely
possibly
39
likely
38
highly likely
highly
unlikely
unlikely
possibly
likely
highly likely
23
2
23
38
39
14
Question 5:
13 4 15
not at all
marginally
some extent
35
resonably high
49
very high
not at all
Marginally
some
extent
resonably
high
very high
4
1
5
4
9
3
5
1
3
Question 6:
general physicians
37
consultant
63
pediatrician
none of the all
General
Physicians
Consultants
pediatrician
11
63
11
37
none of the 4
all
Question 7:
not at all
30
marginally
some extent
39
very high
4
14
29
39
30
14
29
resonably high
not at all
Marginally
some
extent
resonably
high
very high
Question 8:
price
Better promised
efficacy of the
Alternative
suggested by the
pharma
others
4
39
63
9
6
3
9
3
9
Question 10:
17
Ready-to-use Liquid
solutions
Instant Powder form
98
Ready-to-use 17
Liquid
solutions
Instant
98
Powder form
30
83
Question 11:
One
that
makes
approximatel
y one liter of
liquid
solution and
can
offer
around
4
adult doses
One
that
makes
can
be dissolved
in a glass of
water
and
offers
one
single
dose
Pack of
10
8
3
10
Pack of 10 sachets or
more
A few loose sachets
3
0
103
Question 12:
10
sachets or
more
A few loose 103
sachets
RS.1 to 10
8 2
11 to 20
28
23
21 to 30
31 to 40
10
41 to 50
38
51 to 60
Question 13:
RS.1
to 28
10
11 to 20
38
10
31 to 40
23
41 to 50
resonably high
51 to 60
very high
marginally
some extent
Question 14:
Trade discounts:
not at 12
all
Marginally
some
extent
resonably
high
very high
14
not at all
21 to 30
28
39
23
14
23
12
28
39
Trade
promotion
s:
not at 8
all
Marginally
3
2
4
2
1
8
1
5
some extent
resonably
high
very high
marginally
some extent
15
not at all
18
32
resonably high
very high
42
Proven efficacy
of the ORS:
not at 6
all
Marginally
some
extent
resonably
high
very high
1
7
1
7
3
4
4
2
not at all
marginally
42
some extent
17
resonably high
very high
recommended by doctors:
17
34
12
40
not at all
marginally
very high
38
not at all
Marginally
some
extent
resonably
high
very high
4
1
2
2
2
3
8
4
0
Paper cartons
or boxes that
can be placed
on shelf
or
counter
Paper cartons
or boxes that
can be hung
from a hook
creating
a
dispenser-like
packaging,
making it easy
to
sell
individual units
(sachets)
Other
Question 15:
Paper cartons or
boxes that can be
placed on shelf or
counter
Paper cartons or
boxes that can be
hung from a hook
creating a dispenserlike packaging, making
it easy to sell
individual units
(sachets)
other
6
8
5
42
68
Use of ORS
Use of probiotics
Use of ORS +
Probiotics
12
use of drugs
Use anti protozoal
Combination of more
than one approach
others
QUESTION 2:
Use of ORS
1
2
Use of probiotics 0
Use of ORS + 9
Probiotics
Use of drugs like 0
Diphenoxylate
to slow down
the movement
of intestines
use
of 0
antiprotozoal
and
antibacterial
agents
Combination of 5
more than one
approach
Others
3
no experience
Too insignificant
Somewhat satisfying
Satisfying
13
highly Satisfying
Question3
no experience
Too insignificant
Somewhat
satisfying
Satisfying
highly
Satisfying
0
2
7
1
3
4
Not recommended
Highly skeptical
Somewhat skeptical
13
Favorable
Highly favorable
Question 4
Not
recommended
Highly skeptical
Somewhat
skeptical
Favorable
Highly favorable
1
4
13
Strongly disagree
Disagree
Strongly agree
Strongly disagree
Disagree
Agree
2 1 3
13
Strongly agree
Question 5
Strongly
disagree
Disagree
Strongly
Neither agree
disagree
nor disagree
Disagree
Neither
Agree agree
nor
disagree
Strongly
agree
Agree
Strongly agree
1
3
0
9
2
2
13
2
20
4
Question 6
Strongly disagree
Disagree
Neither agree nor
disagree
2
5
10
Agree
10
Strongly agree
Question 7 :
Strongly
disagree
Disagree
Neither agree
nor disagree
Agree
Strongly
agree
2
5
1
10
10
Strongly disagree
Strongly agree
Disagree
2 1
Neither
agree nor disagree
Agree
21
Q
uestion 8 :
Strongly
disagree
Disagree
Neither agree
nor disagree
Agree
Strongly
agree
2
0
1
21
4
Question 9
Strongly
disagree
Disagree
Neither agree
nor disagree
Agree
Strongly
agree
1
3
2
17
5
Disagree5
Strongly disagree
Strongly agree
yes
no
1
3 agree nor disagree
Neither
2
17
10
18
Question 10:
Lactobacillus acidophilus
Yes 18
no 10
Agree
4
yes
no
24
Lactobacillus
rhamnosus
Yes
no
4
24
2
yes
no
26
Any other
Yes
no
2
26
Bifidobacterialongum
4
yes
no
24
Yes
No
24
Bifidobacteriabifidum
Ye
s
13
no
15
yes
no
15
13
very high
high
moderate
low
very low
17
Question 11:
very high
High
Moderate
Low
very low
3
3
17
5
0