YEAR

2010

BRAND PLAN FOR

2010
BRAND – GLYCOMET (US VITAMIN)

PREPARED BY : MITESH SHAH

SUBMITTED TO : Mr. PRATIM VORA
YEAR 2010
BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

EXECUTIVE SUMMARY
To provide our manager, our peers and our Representatives with a clear and
concise review of the primary strategies, the tactics and the performance objectives that we
have planned for the upcoming year. The reader of our Executive Summary should be able
to answer the following regarding our responsibilities, objectives and measurements for
the year:

Our annual unit sales and revenue objectives for the year.
Our most recent years' performance compared to our projected performance.
The primary strategies and tactics that will get us there.
Our customer segmentation scheme by history and by forecast.
Our rationale for our targeted regions and territories.
An overview of sales of our organization.
Our anticipated requirements for hiring, training and developing sales personnel.
Our measurement criteria.

 This should concisely highlight brnd Plan.

 This must be appealing, compelling and well organized enough for the reader to
obtain a very comprehensive understanding of our entire market and our plan of
attack.

PRESENTATION TEXT BY MITESH SHAH 2 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

TABLE OF CONTENT

Sl. No. Particular Page No.

Company – US Vitamin profile 05

 India Operation
05


Therapeutically segments covered in India 05


Business unit 05


Market Standing 06


Marketing capabilities 06


Distribution Network 07

 Partners in India 07

Manufacturing facilities 08


Diabetes 08


Market in world 10

Brand – Glycomet Detail 11

Product Design 12

Price 14

Promotional Strategies 15

 Effective promotional strategy

15

 Pre Launch Activities

15

 Post Launch Activities

16

Situational and Competitive Analysis 17

SWOT Analysis 19

PRESENTATION TEXT BY MITESH SHAH 3 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

Anti Diabetic Drugs – Existing Brands 21

 Sales Plan 32


Sales Planning for the sales manager 32


 Sales Objectives 33


 Hiring Plan 42

 Recruiting, Hiring and Training Table

43


Training Requirement 45


Plan our Incentive Package 45


Award Programs 46

Report and Monitor 48

PRESENTATION TEXT BY MITESH SHAH 4 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

COMPANY – USV PROFILE

INDIA OPERATIONS

 USV total sales for the year 2008-09 were Rs. 6050 million.
 USV sales in India contribute to 68% of our total business.
 USV rank 23rd in the Indian Pharmaceutical Industry (Source: ORG; April 2009) with
leadership positions in several product categories.

THERAPEUTIC SEGMENTS COVERED IN INDIA INCLUDE

 Diabetes  Nutritional  Gynaecology

 Cardiovascular  Respiratory  Paediatrics
 Orthopaedics  Dermatology  CNS

BUSINESS UNIT

 The domestic operations are divided into six business units each with
separate infrastructure for sales and marketing.

Condor Centra
 Focus on Diabetes  Focus on Neurology and
Corvette Psychiatrist
 Focus on Cardiology Conquer
Pharma  Focus on Diabetes and
 Focus on Gynecology, Cardiology
Dermatology, Respiratory Cosmeceutical
and Pediatrics  Focus on Dermatology and
Cosmetology

PRESENTATION TEXT BY MITESH SHAH 5 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

Market standing

 Leader in Diabetes & Cardiology in terms of prescription generation.

 Presence in Cosmetology with a leading European brand.
 Presence in Nutritionals, Respiratory, Gynecology through innovative products from
partners in USA and Europe.
 USV lead the oral anti-diabetic segment in India
in terms of value as well as prescriptions. USV have
maintained a leadership position in this segment for
almost two decades.
 32% of our sales are contributed by the anti-
diabetic portfolio, which includes insulin.
 We lead in the cardiovascular disease segment
in terms of prescription generation. In terms of value,
we rank amongst the first 10 companies in India. The
cardiology portfolio contributes 32% to our sales.
 Presence in Respiratory, Nutritionals, Orthopedics and Gynecology segments is attributed
to innovative products through partnerships with companies from Europe and USA.
 We have a significant presence in Dermatology with a leadership position in the anti-acne
segment. We have recently launched Sebamed range of skin-care products from Europe.
 USV has also ventured into the CNS segment with the launch of a new division to cater the
needs of Neurologists and Psychiatrists.

MARKETING CAPABILITIES

 We have a focused marketing team for every business unit. The emphasis is on
brand building:

 Rigorous and regular medical and sales training of the field force
 Enhancing knowledge about our products and related disease among physicians by
organizing Continuing medical education programs
 Enhancing detection of undiagnosed diseases through detection camps
 Enhancing patients' awareness about diseases by organizing several patient
education programs
 Ethical promotion of pharmaceutical products

 Some examples of our Brand Building Capabilities

 We are the 3rd largest by prescription for calcium product

 Our products have leadership positions in anti-oral diabetic, anti-coagulant and
multivitamin (without minerals) markets
 Our focused marketing capabilities and ethical promotion of scientific products
resulted in establishing premium brands

PRESENTATION TEXT BY MITESH SHAH 6 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

DISTRIBUTION NETWORK

 A 1300 strong sales team works to provide essential product information to over
150,000 Physicians and the distribution network of 1,270 stockiest and 55,000
retailers has the volume handling capability to deliver products to markets in the
fastest possible time.

 Central Warehouse
 22 Clearing & Forwarding (C&F) Agents
 1270 Distributors
 55,000 Retailers
 Cold Chain capability

PARTNERS IN INDIA

Therapeutic Year of
Company Product
category partnership
Novartis, India Vildagliptin Diabetes 2008
Roche Xenical Anti-Obesity 2008
Sebapharma,
Sebamed Cosmeceuticals 2006
Germany
Fujix Inc., Japan TripleACal Nutritional 2004
Kissei, Japan Kissei, Japan Diabetes 2006
Engelhard,
Prospan Respiratory 2005
Germany
Alfa Wassermann,
Fluxum Cardiology 1994
Italy
Cimab IORT3 Nephrology 1994
OM Pharma, Broncho-
Respiratory 2005
Switzerland Munal

PRESENTATION TEXT BY MITESH SHAH 7 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

MANUFACTURING FACILITIES

 US & EU approved solid oral dosages facility

 The EU approved plant for tablets, coated tablets and capsules is state-of-the-art.
Built to cGMP standards and ICH guidelines, it is designed for unidirectional flow
of material.
 The plant offers 6 packaging options including Blister, Strip, Alu-Alu, Pouch,
Bottle packaging and Bulk packaging. Bottle packaging will be available shortly.
 Some highlights of this plant include centralized automated control systems that
detect minor variations in air and temperature levels in sterile zones, building
maintenance and water facilities that conform to international standards, and
back-up systems that ensure minimal downtime.

 Salient features

 Tablets, coated tablets and capsules. 

 Built to cGMP standards and ICH guidelines.
 WHO-GMP approved.
 Single shift capacity
o Tablets 3 billion
o Capsules 1.5 billion.
 Approved by National Health Authority of Finland.
 New inject able facility validated by US FDA

DIABETES

 The global prevalence of Diabetes is estimated to increase from 4% in 1995 to 5.4%

by the year 2025.
 Diabetes is steadily assuming epidemic proportions globally. As per IDF Atlas 2003,
a 62% increase in incidence of Diabetes is expected by year 2025.
 Incidence of Diabetes is no longer restricted to the US & Europe.
 In fact, maximal increase in the incidence of Diabetes is observed in the Developing
world. This is corroborated by the following observations:

Continent Year 2003 Year 2025 %

Incidence Estimates Change
SE Asia 39.3 81.6 108
Rest Asia + Aust. 43.0 75.8 76
Africa 7.1 15.0 111
Latin America 14.2 26.2 85

 Family history of Diabetes, Age, Body Mass Index (BMI), waist to hip ratio and a sedentary
life-style showed positive association with diabetes in Indian population.

PRESENTATION TEXT BY MITESH SHAH 8 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

 Our existing Brands for Diabetic Treatments

o Duotrol
o Glizide
o Glyboral
o Glycomet
o Glycomet SR
o Glynase
o Glynase MF
o Glynase XL
o GP 1 & 2
o Pioz

PRESENTATION TEXT BY MITESH SHAH 9 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

MARKET IN WORLD

 Sri Lanka

 USV ranks 13th among pharmaceutical companies in this market.

 5 brands feature among the top 30 brands (IMS Dec. 08)
 In the OHA segment Metformin and Pioglitazone are leaders.
 In the Cardiovascular disease also USV is leading company.

 Myanmar

 We have a strong presence in the Nutritionals, Cardiovascular & Anti-Diabetes segments

through promotion of our products by an active and aggressive field force. Our
Multivitamins, Piolitazone and Fenofibrate are leaders in their respective segments.

Cambodia

 Our approach in Cambodia is to create an awareness for and acceptance of Chronic Care
segments, that is, Diabetes and Cardiovascular diseases. We have a strong presence in
Multivitamin and Pain Management segments. Our focus is on brand building through an
aggressive sales team and strong distribution.

Singapore

 USV has a strong presence in the diabetes segment in the Diabetes segment. Glycomet the
star product is available in many hospitals through tenders.

AFRICA

 USV present Uganda, Sudan and Kenya. A blend of Cardiology and Anti-diabetes products
along with select Nutritionals are promoted in these countries by Distributors.
 USV will soon be launching products in the Francophone region with business commencing
in Benin, Cameroon, Ivory Coast, Niger and Burkina Faso.

CIS

 USV operates in Kazakhstan and Ukraine through its own field force, working towards
building strong brand equity with leading Endocrinologists and Cardiogolists. USV also a
presence in the Nutritionals and Pain Management segments in these markets.

PRESENTATION TEXT BY MITESH SHAH 10 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

BRAND – GLYCOMET DETAIL

Glycomet
Ingredients Each tablet contains metformin 500mg,
850mg, 1000mg
Category
Anti-hyperglycemic, insulin sensitizer

Obese/non obese type 2 diabetes
mellitus, as a monotherapy or in
combination with sulfonlyureas,
Indications
thiazolidinediones and insulin
 It is also used in type 1 diabetes
along with insulin
 Polycystic ovarian syndrome
Dosage 1/2 tablet to 2 tablets once daily to be taken
before or after meals.
Products under patents are offered for sale
Disclaimer
only in those countries where patents have
expired.
The FDA approved this medication in December, 1994

Countries Trade Name of Glycomet

USA Glucophage, glucophage xr, glumetza
Apo-metformin, gen-metformin, glucophage,
Canada
glycon, novo-metformin, nu-metformin
Mexico Dabex, dimefor, glucophage
Gluformin l, gluformin, bigesens, bigomet,
cetapin, diaformin, diamet, dibeta-sr,
Other Countries
dibimet, e met, emfor, zetfor, zomet,
glyciphage, glycomet.

PRESENTATION TEXT BY MITESH SHAH 11 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

PRODUCT DESIGN

GLYCOMET (metformin hydrochloride) Tablets

500 mg Bottles of 100

500 mg Bottles of 500
850 mg Bottles of 100
1000 mg Bottles of 100

GLYCOMET 500 mg tablets

 Round
 White to off-white
 Film-coated tablets debussed with “BMS 6060” around the periphery of the tablet
on one side
 “500” debussed across the face of the other side

GLYCOMET 850 mg tablets

 Round
 White to off-white
 Film-coated tablets debussed with “BMS 6070” around the periphery of the tablet
on one side
 “850” debussed across the face of the other side.

GLYCOMET 1000 mg tablets

 White
 Oval
 Biconvex
 Film-coated tablets with “BMS 6071” debussed on one side and “1000” debussed on
the opposite side

PRESENTATION TEXT BY MITESH SHAH 12 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

 A bisect line on both sides

GLYCOMET XR (metformin hydrochloride) Extended-Release Tablets

500 mg Bottles of 100

750 mg Bottles of 100

GLYCOMET XR 500 mg tablets

 White to off-white
 Capsule shaped
 Biconvex tablets
 “BMS 6063” debussed on one side
 “500” debussed across the face of the other side

GLYCOMET XR 750 mg tablets

 Capsule shaped
 Biconvex tablets
 “BMS 6064” debussed on one side
 “750” debussed on the other side
 The tablets are pale red and may have a mottled appearance

PRESENTATION TEXT BY MITESH SHAH 13 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

PRICE

Product Price Quantity

Glycomet 500mg Rs. 12.22 10 Tablets

Glycomet 850mg Rs. 16.40 10 Tablets

Glycomet 1000mg Rs. 32 10 Tablets

Glycomet XR 500mg Rs. 20.24 10 Tablets

Glycomet XR 750mg Rs. 32 10 Tablets

PRESENTATION TEXT BY MITESH SHAH 14 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

PROMOTIONAL STRATEGY

Effective Promotional Strategy

 Advertising media
 Print media (newspaper, magazine, classified ads, brochure)
 Networking
 Business cards
 Tee shirts, hats, buttons, pens
 Printed promotional material
 Audio-visual and computer-based promotional material

 Develop a promotional strategy that uses various media for promoting our brand.
Monitor the different media identifying those that most effectively promote our
brand. Concentrate on developing material for these formats that clearly identifies
our brand.

PRE LAUNCH ACTIVITIES

 The target audience for the horizon scanning and planning information includes:

 NHS(National Health  Formulary or directorate

Service) Commissioners pharmacists
 PCT(Primary care trust)
 Senior pharmacy managers
pharmacists
 Directors of Public
 Finance directors
Health
 National Horizon Scanning
 Chief executives
Centre
 NICE implementation leads
 Department of Health

 The target audience for New Medicines Profiles and Therapeutic Class Summaries is:

 Medicines information  Formulary or directorate

pharmacists pharmacists
 PCT pharmacists  Senior pharmacy managers
 Prescribers from
primary and secondary  Prescribing committees
care

PRESENTATION TEXT BY MITESH SHAH 15 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

POST LAUNCH ACTIVITIES

 Time to market: Worst enemy of the regulator

 Reducing uncertainties that preexist when drugs are taken into the market (long
term outcomes, efficacy/safety in some populations)
 Commitments: which data should be collected post launch?
 Grey zone, not specifically regulated, unclear ownership and funding
 Need for stakeholder collaboration
 Need for incentives: case of personalized (stratified) medicine

PRESENTATION TEXT BY MITESH SHAH 16 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

SITUATIONAL & COMPETITIVE

ANALYSIS
Situational Analysis

 Some of the factors to be considered in conducting a situational analysis are:

 The economic structure of the India and its individual communities

 Topographical and other physical characteristics of the India
 Governmental, public, private, community, and other support systems available
 Characteristics of the population, including:
o Educational levels
o Cultural characteristics
o Life styles and living standards
o Primary occupations
o Income levels
o Communities and their distinguishing characteristics
o Mobility and rates on inflow and outflow of citizens
o Any other aspect of society that may be useful in assessing factors such as
attitudes, motivation, and other characteristics of individual learner groups.

 A useful tool in performing a Situation Analysis is what we might call The C's of
Marketing. The C's of marketing help companies focus on key elements that apply
directly to marketing.

The 5 C's of Marketing can be summarized as:

 Company

 The product time line, experience in the market, etc.

 Collaborators

 Distributors, suppliers, and alliances. These are for companies that you work
with on a day to day basis to help company run.

 Customers

 This is our market. Ask yourself what benefits they are looking for. Where the
customer does actually purchases your product? How the product is purchased
(internet, etc)? Understand the quantity a customer will purchase and even
trends in consumer tastes.

PRESENTATION TEXT BY MITESH SHAH 17 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

 Competitors

 Both our actual and potential competitors and those that directly or indirectly
compete with us. Understand our products, positioning, market shares,
strengths and weaknesses.

 Climate (or Environment)

 These are governmental policies and regulations that affect the market. It is also
the economic environment around our company; which is the business cycle,
inflation rate, interest rates, and other macroeconomic issues. Society's trends
and fashions are found in the "climate."

Important Factors to Consider in Competitive Analysis

 Define target market.

 Determine the size of the target market.
 Drill down to specific segment within the target market.
 Define the size and the revenue opportunity that segment represents.
 Determine how fast the overall market and specific segment are growing.
 Identify your direct and indirect competitors and understand their impact on you.
 Identify the features that differentiate your product from the competitors.

PRESENTATION TEXT BY MITESH SHAH 18 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

SWOT ANALYSIS
Strengths

 Low cost of production

 Large pool of installed capacities
 Efficient technologies for large number of Generics.
 Large pool of skilled technical manpower
 Increasing liberalization of government policies

Opportunities

 Aging of the world population

 Growing incomes
 Growing attention for health
 Saturation point of market is far away
 New therapy approaches
 New delivery systems
 Globalization
 Easier international trading
 New markets are opening

Weakness

 Fragmentation of installed capacities

 Low technology level of Capital Goods of this section
 Non-availability of major intermediaries for bulk drugs
 Lack of experience to exploit efficiently the new patent regime
 Low key R&D
 Low level of strategic planning for future and also for technology forecasting

Threats

 Containment of rising health-care cost

 Stricter registration procedures
 High entry cost in newer markets
 High cost of sales and marketing
 Competition, particularly from generic products
 More potential new drugs and more efficient therapies
 Switching over form process patent to product patent
 Drug Price Control Organization (DPCO)

PRESENTATION TEXT BY MITESH SHAH 19 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

To create a brand promise, it should be:

 Grounded in the brand’s core values

 Clearly relevant and engaging to our target market
 Repeated internally and externally within our organization
 Adaptable to the climate
 Continually reinforced
 Consistent across advertising and marketing mediums

PRESENTATION TEXT BY MITESH SHAH 20 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

ANTI DIABETIC DRUGS – EXISTING

BRANDS (SOURCE – INDIAN DRUG
RECORD)

ANTI DIABETIC DRUGS

COMPANY
MARKET NAME QUANTITY PACKING
INGREDIENT NAME NAME

PREPARATION OF
BIGESENS ZYDUS CADILA 500MG 10 TAB XR
METFORMIN
1GM 10 TAB XR
OTSIRA
BIGOMET 250MG 10TAB
GENETICA
500MG 10TAB
850MG 10TAB
500MG 10 TAB SR
1000MG 10 TAB SR
CETAPIN AVENTIS 500MG 10TAB
D-BAY ARGUS 500MG 10TAB
850MG 10TAB
DAOMET JB CHEMICAL 500MG 10 TAB SR
100MG 10 TAB SR
DIAFORMIN CFL 500MG 10TAB
DIAMET BAL PHARMA 500MG 10TAB
850MG 10TAB
500MG 10 TAB SR
1000MG 10 TAB SR
DIBETA-SR 500 TORRENT 500MG 10 TAB SR
1GM 10 TAB SR
DIBIMET NOVARTIS 500MG 10TAB
ELEGANT
EMET 500MG 10TAB
DRUGS
EMFOR STADMED 500MG 10TAB

PRESENTATION TEXT BY MITESH SHAH 21 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

EMNORM IPCA 250MG 10TAB

500MG 10TAB
850MG 10TAB
ETFORMIN DEYS 500MG 10TAB
CHEMECH
FORMET 500MG 10TAB
LABS
1GM 10 TAB SR
FORMIN ALKEM 500MG 10TAB
850MG 15 TAB
FORMIN-500 STATMED 500MG 10TAB
FORMINAL ALEMBIC 500MG 10TAB
850MG 10TAB
GLUFORMIN NPIL 500MG 10TAB
850MG 10TAB
GLUFORMIN XL NPIL 500MG 10 TAB XR
1000MG 10 TAB XR
GLUMET PROTEC 500MG 10TAB
850MG 10TAB
GLUMET-XR PROTEC 500MG 10 TAB XR
FRANCO
GLYCIPHAGE 250MG 10TAB
INDIAN
500MG 10TAB
850MG 10TAB
500MG 10 TAB SR
GLYCOMET USV 500MG 10TAB
850MG 10TAB
1GM 10 TAB SR
GLYREP EMCURE 500MG 10TAB
1GM 10TAB
CADILA
INSUMET 500MG 10TAB
PHARMA
850MG 10TAB
500MG 10 TAB SR
MELMET MICRO LABS 500MG 10TAB
METCHEK RADIUS 500MG 10TAB
850MG 10TAB

PRESENTATION TEXT BY MITESH SHAH 22 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

METCOM COMED 500MG 10TAB

850MG 10TAB
METLONG PANACEA 500MG 10TAB
METMIN JENBURKT 500MG 10 TAB
MF-SR PIL 500MG 10 TAB SR
1GM 10 TAB SR
RIOMET OD RANBAXY CV 500MG 10TAB
1GM 10TAB
WALAPHAGE WALLACE 500MG 10 TAB
850MG 10 TAB
XMET HEALTHEON 250MG 10 TAB
500MG 10 TAB
850MG 10 TAB
ZETFOR RAPTAKOS 500MG 10 TAB
850MG 10 TAB
500MG 10 TAB CR
ZOMET INTAS 500MG 10 TAB
850MG 10 TAB
500MG 10 TAB SR
1000MG 10 TAB SR

COMBINATION OF
RPG LIFE METFORMIN
METFORMIN & BENCLAMET 10 TAB
SCIENCE 400MG
GLIBENCLAMIDE
GLIBENCLAMID
E 2.5MG
BENCLAMET RPG LIFE METFORMIN
10 TAB
FORTE SCIENCE 500MG
GLIBENCLAMID
E 5MG
METFORMIN
DIABETROL NPIL 10 TAB
500MG
GLIBENCLAMID
E 5MG
METFORMIN
DUOTOROL USV 10 TAB
500MG
GLBENCLAMIDE
5MG
MENARINI METFORMIN
GLIBOMET 10 TAB
RAUNAQ HCL 400MG

PRESENTATION TEXT BY MITESH SHAH 23 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

GLIBENCLAMID
E 2.5MG
MENARINI METFORMIN 10 TAB
GLIBOMET FORT
RAUNAQ HCL 500MG FORTE
GLIBENCLAMID
E 5MG
METFORMIN
GLUCONIL-M BAL PHARMA 10 TAB
HCL 500MG
GLIBENCLAMID
E 5MG
METFORMIN
GLUCORED SUN PHARMA 10 TAB
400MG
GLIBENCLAMID
E 2.5MG
METFORMIN 10 TAB
500MG FORTE
GLIBENCLAMID
E 5MG
METFORMIN
GLUCOTRAC INTRA LABS 10 TAB
400MG
GLIBENCLAMID
E 2.5MG
METFORMIN
GLUCOTRAC PLUS INTRA LABS 10 TAB
500MG
GLIBENCLAMID
E 5MG
WIN METFORMIN
GLYCURB / FORT 8*7 TAB
MEDICARE 400MG
GLIBENCLAMID
E 2.5MG
METFORMIN
8*7 TAB
500MG
GLIBENCLAMID
E 5MG
METFORMIN
MELITUS NPIL 10 TAB
400MG
GLIBENCLAMID
E 2.5MG
METFORMIN
SUGATROL ARGUS 10 TAB
400MG
GLIBENCLAMID
E 2.5MG

COMBINTION OF NUCRON METFORMIN

BIMODE-M 10 TAB
METFORMIN & GLIPIZIDE PHARMA 400MG
GLIPIZIDE
2.5MG
METFORMIN
DIACON-M BAL PHARMA 10 TAB
500MG

PRESENTATION TEXT BY MITESH SHAH 24 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

GLIPIZIDE 5MG
METFORMIN
DIACON-M BAL PHARMA 10 TAB
500MG
GLIPIZIDE 5MG
FRANCO METFORMIN
GLIMET DS 10 TAB
INDIAN 250MG
GLIPIZIDE
2.5MG
METFORMIN
GLIPIMET AZTEC 10 TAB
400MG
GLIPIZIDE
2.5MG
METFORMIN
GLUCOTROL-MF JENBURKT 10 TAB
HCL 500MG
GLIPIZIDE 5MG
METFORMIN
GLYNASE MF USV 10 TAB
500MG
GLIPIZIDE 5MG
METFORMIN
LIPI-M DEYS 10 TAB
500MG
GLIPIZIDE 5MG
METAGLEZ/FORT OTSIRA METFORMIN
10 TAB
E GENETICA HCL 400MG
GLIPIZIDE
2.5MG
METFORMIN
METGLIB-500 TAURUS LABS 10 TAB
500MG
GLIPIZIDE 5MG
METFORMIN
TRANASE-MF INTRA LABS 10 TAB
500MG
GLIPIZIDE 5MG
METFORMIN
ZIDMIN TRIDOSS 10 TAB
500MG
GLIPIZIDE 5MG

COMBINATION OF
METFORMIN
METFORMIN & AZUKON-M TORRENT 10 TAB
500MG
GLICLAZIDE
GLICAZIDE
80MG
METFORMIN
COMZID-M COMED 10 TAB
HCL 500MG
GLICAZIDE
80MG
DIABEND-M BAL PHARMA METFORMIN 10 TAB

PRESENTATION TEXT BY MITESH SHAH 25 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

500MG
GLICAZIDE
80MG
METFORMIN
DIANORM-M CARSYON 10 TAB
500MG
GLICAZIDE
80MG
METFORMIN
DIATROL-M ARGUS 10 TAB
5OOMG
GLICAZIDE
80MG
METFORMIN
EUCLIDE-M ALKEM 10 TAB
500MG
GLICAZIDE
80MG
METFORMIN
GLICAMET BIOCHEM 10 TAB
HCL 500MG
GLICAZIDE
80MG
METFORMIN
GLICLAZ-M KHANDELWAL 10 TAB
500MG
GLICAZIDE
80MG
MODI-MUNDI METFORMIN
GLIDIET-M 10 TAB
PHARMA 500MG
GLICAZIDE
80MG
WIN METFORMIN
GLIDIET-M 10 TAB
MEDICARE 500MG
GLICAZIDE
80MG
METFORMIN
GLIZA-MF STADMED 10 TAB
HCL 500MG
GLICAZIDE
80MG
METFORMIN
GLIZID-M PANACEA 10 TAB
500MG
GLICAZIDE
80MG
METFORMIN
GLUCOFIT-M RAPTAKOS 10 TAB
HCL 500MG
GLICAZIDE
80MG
MEDLEY METFORMIN
GLUCOZID-M 10 TAB
PHARMA HCL 500MG
GLICAZIDE
80MG
METFORMIN
GLYCHEK-M INDOCO 10 TAB
HCL 500MG

PRESENTATION TEXT BY MITESH SHAH 26 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

GLICAZIDE
80MG
METFORMIN
GLYCIGON-M ARISTO 10 TAB
500MG
GLICAZIDE
80MG
GLYCINORM-M METFORMIN
IPCA 10 TAB
8OMG 500MG
GLICAZIDE
80MG
METFORMIN
GLYGARD-M CIPLA 10 TAB
HCL 500MG
GLICAZIDE
80MG
MANKIND METFORMIN
GLYKIND-M 10 TAB
PHARMA 500MG
GLICAZIDE
80MG
CADILA METFORMIN
GLYLOC-M 10 TAB
PHARMA HCL 500MG
GLICAZIDE
80MG
METFORMIN
GLERED-M NOVARTIS 10 TAB
HCL 500MG
GLICAZIDE
80MG
METFORMIN
GLZ PLUS ALEMBIC 10 TAB
500MG
GLICAZIDE
80MG
METFORMIN
LIZ-M DEY'S 6 TAB
500MG
GLICAZIDE
80MG
METFORMIN
LYCAZID-M JAGSONPAL 1O TAB
HCL 500MG
GLICAZIDE
80MG
VENUS METFORMIN
MINTIDE 10 TAB
REMEDIES HCL 500MG
GLICAZIDE
80MG
METFORMIN
NUZIDE-M INTAS 1O TAB
500MG
GLICAZIDE
80MG
DR. REDDY'S METFORMIN
RECLIMET 10 TAB
LAB 500MG
GLICAZIDE
80MG

PRESENTATION TEXT BY MITESH SHAH 27 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

METFORMIN
WALFORMIN WALLACE 10 TAB
HCL 500MG
GLICAZIDE
80MG
METFORMIN
ZYDE-MF PIL 10 TAB
HCL 500MG
GLICAZIDE
80MG

COMBINATION OF
METFORMIN
METFORMIN WITH AZULIX 1/2 MF NOVARTIS 10 TAB
500MG
GLIMEPRIDE
GLIMEPRIDE
1MG
AZULIX 1/2 MF METFORMIN
TORRENT 10 TAB
FORTE 1000MG
GLIMEPRIDE
1MG
METFORMIN
BETAGRIM-M PANACEA 10 TAB
500MG
GLIMEPRIDE
1MG
METFORMIN BI
DAORYL-M JB CHEMICAL LAYERED 10 TAB
TABLET
GLIMEPRIDE
1MG
METFORMIN
EUGLIM-M-1/2 ZYDUS CADILA 10 TAB
500MG
GLIMEPRIDE
1MG
GLIMIPREX-MF
OTSIRA METFORMIN
(SUSTAIN 10 TAB
GENETICA 500MG
RELEASE)
GLIMEPRIDE
1MG
METFORMIN
GLIMPIL-MF (SR) PIL 10 TAB
500MG
GLIMEPRIDE
1MG
GLISTA M1/M2 CADILA METFORMIN
10 TAB
(SR) PHARMA 500MG
GLIMEPRIDE
1MG
METFORMIN
GLM (SR) SYSTOPIC 10 TAB
500MG
GLIMEPRIDE
1MG

PRESENTATION TEXT BY MITESH SHAH 28 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

GLUFORMIN METFORMIN
NPIL 10 TAB
G1/G2-SR 500MG
GLIMEPRIDE
1MG
METFORMIN
GMT-SR INDOCO 10 TAB
500MG
GLIMEPRIDE
1MG
METFORMIN
METRIDE-SR UNISEARCH 10 TAB
500MG
GLIMEPRIDE
1MG
METFORMIN
METRIDE PLUS UNISEARCH 10 TAB
500MG
GLIMEPRIDE
1MG
PIOGLITAZONE
15MG
METFORMIN
PRICHEK-M INDOCO 10 TAB
500MG
GLIMEPRIDE
1MG
METFORMIN
ZORYL M - SR INTAS 10 TAB
500MG
GLIMEPRIDE
1MG

COMBINATION OF
METFORMIN
METFORMIN WITH ENSELIN 2MF TORRENT 10 TAB
500MG
ROSIGLITAZONE
ROSIGLITAZONE
2MG
METFORMIN
ENSELIN-4MF TORRENT 10 TAB
500MG
ROSIGLITAZONE
4MG
ENSELIN 2MF METFORMIN
TORRENT 10 TAB
FORTE 1000MG
ROSIGLITAZONE
2MG
ENSELIN 4MF METFORMIN
TORRENT 10 TAB
FORTE 1000MG
ROSIGLITAZONE
4MG
METFORMIN
REZULT-M AZTEC(SUN) 10 TAB
500MG
ROSIGLITAZONE
2MG

PRESENTATION TEXT BY MITESH SHAH 29 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

METFORMIN
REZULT M4 AZTEC(SUN) 10 TAB
500MG
ROSIGLITAZONE
4MG
METFORMIN
ROGLIN-M2 ARISTO 10 TAB
500MG
ROSIGLITAZONE
2MG
METFORMIN
ROGLIN-M4 ARISTO 10 TAB
500MG
ROSIGLITAZONE
4MG
METFORMIN
ROSICON-MF HEALTHEON 10 TAB
500MG
ROSIGLITAZONE
2MG
METFORMIN
ROSIMET PANACEA 10 TAB
500MG
ROSIGLITAZONE
2MG
METFORMIN
ROSINORM-M MICRO LABS 10 TAB
500MG
ROSIGLITAZONE
2MG
METFORMIN
ROSIZON-MT EMCURE 10 TAB
500MG
ROSIGLITAZONE
4MG

COMBINATION OF
METFORMIN
METFORMIN WITH G-TASE M-ER UNISEARCH 10 TAB
500MG
PIOGLITAZONE
PIOGLITAZONE
15MG
METFORMIN
GLITA-M-CR STADMED 10 TAB
500MG
PIOGLITAZONE
15MG
METFORMIN
GLIZONE M 15/30 ZYDUS CADILA 10 TAB
500MG
PIOGLITAZONE
15MG
METFORMIN
PIANORM-M-CR CARSYON 10 TAB
500MG
PIOGLITAZONE
15MG
METFORMIN
PIOGLAR-M STANCARE 10 TAB
500MG

PRESENTATION TEXT BY MITESH SHAH 30 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

PIOGLITAZONE
30MG
METFORMIN
PIOGLIT-MF SUN PHARMA 10 TAB
500MG
PIOGLITAZONE
7.5MG
METFORMIN
PIOKAP MF KAPL 10 TAB
500MG
PIOGLITAZONE
15MG
METFORMIN
PIOGLU-M EMCURE 10 TAB
500MG
PIOGLITAZONE
30MG
METFORMIN
PIOLET M SR INTAS 10 TAB
500MG
PIOGLITAZONE
15MG
OTSIRA METFORMIN
PIOSAFE-MF SR 10 TAB
GENETICS 500MG
PIOGLITAZONE
15MG
METFORMIN
PIOZONE M NPIL 10 TAB
500MG
PIOGLITAZONE
15MG
CADILA METFORMIN
PIOZULIN M15 SR 10 TAB
PHAARMA 500MG
PIOGLITAZONE
15MG
CADILA METFORMIN
PIOZULIN M30 SR 10 TAB
PHAARMA 500MG
PIOGLITAZONE
30MG
METFORMIN
PIZORAD-MSR RADIUS 10 TAB
500MG
PIOGLITAZONE
15MG

PRESENTATION TEXT BY MITESH SHAH 31 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

SALES PLAN

SALES PLANNING FOR THE SALES MANAGER

 Following steps are required for building a Winning Sales Plan

 Summarize our Objectives

 Identify the Strategic Objectives
 Assess Prior Sales Performance
 Segment our Customers
 Set This Year's Objectives
 Develop Territories Action Plans
 Develop Key Accounts Plans
 Measure and Monitoring Results
 Establish our Annual Sales Planning Cycle
 Write the Executive Summary

 There are three primary sections to the Sales Plan:

 Understand our Sales Objectives

 Develop our Action Plans
o Rep Territory Plans
o Rep Key Account Plans
 Measure and Report our Results

 The next page outlines how the Sales Plan that we will develop fits into the overall
planning requirements of the business.

PRESENTATION TEXT BY MITESH SHAH 32 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

Understand our Sales Objectives

 Identify the Sales objectives:

 To present an overview of our brand's sales objectives as they are defined in our
objectives.
 This introductory section of our Sales Plan requires us to identify the specific overall
sales objectives as reflected in the annual plan. The purpose of this exercise is to
ensure that we clearly understand the sales requirements of the brand plan on a
quarterly basis and the company's overall brand planning objectives.
 The template that is on the next page is a generic table that should be modified and
filled in to reflect the specific definitions of our own products. This particular
template defines the quarterly sales objectives for products in terms of sales
revenue, units and market share. In fact, we may have just one product and
additional objectives that we monitor.

 Objectives:

 Modify this template to fit our own requirements and fill in the Sales Revenue
numbers, the unit Sales numbers and the market share percentages by quarter.

PRESENTATION TEXT BY MITESH SHAH 33 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

Category Q1 Q2 Q3 Q4 Total

Total Sales(Rs)

Sales of Glycomet 500mg

Unit Sales of Glycomet 500mg

Sales of Glycomet 850mg

Unit Sales of Glycomet 850mg

Sales of Glycomet 1000mg

Unit Sales of Glycomet 1000mg

Sales of Glycomet XR 500mg

Unit Sales of Glycomet XR 500mg

Sales of Glycomet XR 750mg

Unit Sales of Glycomet XR 750mg

Market Share of Glycomet 500mg

% % % % %
Market Share of Glycomet 850mg
% % % % %
Market Share of Glycomet 1000mg
% % % % %

Market Share of Glycomet XR 500mg % % % %

%
Market Share of Glycomet XR 750mg % % % %
%

Summarize the existing sales performance

 Objective of this section is to present the sales data that identifies...

 The historical sales performance during the past one to three years depending on
the specific performance criteria, and...
 The current sales performance.

 The intent of this section is to help understand the current perspective of the sales
and market share performance of the company.

PRESENTATION TEXT BY MITESH SHAH 34 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

 The information displayed in below graphs should set the stage that will enable us
to set this year's objectives.
 Outlined below are specific sales performance templates of graphs and tables that
should be modified to reflect our own products and the types of objectives that we
report.

Total Net Sales: 5 years history / this year's BUSINESS PLAN

 The first graph outlines total net sales (in this example by Rs) for the prior five years
with the current BRAND PLAN projection of sales for 2010-2011.

Total Net Sales By Year: Actual to Plan

Actual Sale(Rs. In Cr) Plan Sale (Rs. In Cr)

25

13 15
7 9 10

7.5 8 10.3 11 13

2005
2006
2007
2008
2009
2010

 Having displayed in the prior graph a baseline of historical annual performance and
compared this to this year's BRAND PLAN objective, this next graph would display
the prior year's sales performance by quarter compared to the sales plan objectives.

 The use of this data is to graphically show us how the sales results have trended
during the prior year and provide us with a guideline for setting our quarterly
objectives for this upcoming year.

PRESENTATION TEXT BY MITESH SHAH 35 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

Sales Result For Prior Year By Quarter

Compared To Plan
Actual Sales(Rs. In Cr) Plan Sales (Rs. In Cr)

5.5
4
2.5 3 5
4
2.5
1.5

2009 Q1
2009 Q2
2009 Q3
2009 Q4

 Market Share Graphs:

 These graphs quickly display the positioning of our products compared to those of
our competitors. Again, this information provides us with an historical baseline
enabling us to more productively create our own objectives for this upcoming year.

 Market Share Trend

 This first displays an easy-to-read bar graph of market share growth over the
period of the prior four years.

PRESENTATION TEXT BY MITESH SHAH 36 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

Market Share Trend Over 4 Prior Years

Zydus Cadila (Bigesens) Aventis (Cetapin) Novartis (Dibimet) USV (Glycomet)

13
10.3 11
8

5 5.5 7 10 8
6 8
5
6 7
4
2

2006
2007
2008
2009

Develop our Actions Plans

 We will establish the objectives, the tactics and the primary action plans that will be
used by us and by our Sales Representatives during the entire year. It is also in this
section that we will work with our Sales Representatives to create their Territory
Plans and their Key Account Plans.

Segment our Customers

 Segmentation Tiers

 Objective of this is to present specific examples of customer segmentations as they

relate to...

o The numbers of target customers in each tier, and

o The number of end users in each tier.

 Segmentation by customer classifications should be used as a tool for us to...

o Plan the specific type of sales tactics that we will use for each tier.
o Determine the sales call frequency patterns that will be applied to each tier.

 We should modify our own customer segmentation depending on...

o The overall number of customers in our territory, and

PRESENTATION TEXT BY MITESH SHAH 37 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

o The level of the complexity of the sale process, and

o The maturity of our products in our markets.

Create our Reach & Frequency Objectives

 Objective of this is to present the monthly sales call frequency patterns that are
expected of our Sales Representatives.

Number
Number of of calls
Tiers
physician's per
month

Priority
1
2
3
4
Totals

Set This Year's Objectives

 Objective of this section is to define the specific annual sales objectives in a clear and
easy-to-understand manner which is both highly quantifiable and qualitative.

Revenue and Market Share Objectives:

J F M Q1 A M J Q2 J A S Q3 O N D Q4 Total

Total Sales

Sales in Rs
of
Glycomet
500 mg
Sales Unit
of
Glycomet
500mg

PRESENTATION TEXT BY MITESH SHAH 38 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

Sales in Rs
of
Glycomet
850 mg
Sales Unit
of
Glycomet
850mg

Sales in Rs
of
Glycomet
1000 mg
Sales Unit
of
Glycomet
1000mg

Sales in Rs
of
Glycomet
XR 500 mg
Sales Unit
of
Glycomet
XR 500mg

Sales in Rs
of
Glycomet
XR 750 mg
Sales Unit
of
Glycomet
XR 750mg

Market
share of
Glycomet
500mg
Market
share of
Glycomet
850mg

PRESENTATION TEXT BY MITESH SHAH 39 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

Market
share of
Glycomet
1000mg
Market
share of
Glycomet
XR 500mg
Market
share of
Glycomet
XR 750mg

Set our End User Objectives

 Objective of this is to define the specific monthly and quarterly end user objectives
in a clear and easy-to-understand manner which is highly quantifiable. One of these
tables should be completed for each product.
 In the table shown below, the term, "Baseline" has been used to define the total end
user population that we are beginning with."New" end users refer to the number of
end users who have not previously been on any therapy. "Switched" end users refer
to those end users that have transitioned from a competitor's product.

J F M Q1 A M J Q2 J A S Q3 O N D Q4 Total
End
Users
Base Line
New
Switches
Total

Set our Customer Objectives

 Objective of this is to define the specific monthly and quarterly customer objectives
in a clear and easy-to-understand manner which is highly quantifiable. One of these
tables should be completed for each product.

 In the table shown below, the term, "Baseline" has been used to define the total
customer population that we are beginning with. "New “customers refer to the
number of customers added each month. "Lost” customers refer to those customers
that have transitioned from our product to a competitor's product.

PRESENTATION TEXT BY MITESH SHAH 40 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

J F M Q1 A M J Q2 J A S Q3 Oct N D Q4 Total
Customer
Base Line
New
Lost
Total

Plan our Sales Force Structure

 Objective of this is to define the critical objectives as they relate to the hiring,
training and development of our Sales Manager, and our Sales Representatives.

Organizational Structure

 Objective of this is to graphically show the planned organizational structure for this
year.
 Shown below is a simple table of a structure that is currently being employed at a
business unit level.

Plan of Hiring Timetable

 Objective of this is to identify...

 When the hiring process will begin, and

 When the position will be filled, and
 When the training will take place, and
 The timing for revenue impact in the territory.

Hiring Plan

 The following is a table of a hiring plan that should be developed over the period of
our brand Plan.
 We should identify in the table below the quarter in which we must have in place
any new hires that are required to make our plan successful.
 The purpose of this table is to create a visual map of our hiring plan for the entire
year.
 The next step in this process is for us to develop a detailed recruiting and training
timetable that will provide the back up for these dates.

PRESENTATION TEXT BY MITESH SHAH 41 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

Hiring Table
Positions Q1 Q2 Q3 Q4 Total

List any
manager
positions

List the
specific rep
territories
(number
of
people)

List any
staff
positions

Recruiting, Hiring and Training Table

 Now that we have defined the quarterly timetable for our expansion or for our
replacement hires during the year, we need to fill in the monthly table below with
the various components of the hiring process to ensure our hiring objectives, and
therefore, our sales objectives will be met.

PRESENTATION TEXT BY MITESH SHAH 42 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

Recruiting, Hiring and Training Table

Month Month Month Month Month Month
Category
1 2 3 4 5 6

Profile
Position
Confirm
approval
Hire
Recruiter
Screening

Interviewing

Training
Internal
Training
Field

Monitor
performance

Fully
Productive

Review
performance

Plan our Training Needs and Requirements:

 This details the training requirements for the following categories...

 All new sales and marketing hires.

 Developmental management training and education for our sales and marketing
Manager.
 Developmental sales and marketing skills training for our existing Representatives.
 Developmental clinical training for our existing Representatives.

 Other than the training for new hires, this training should be based on the job
requirements of the various positions and our assessment of our current
Representatives that some of them may not adequately fill those requirements. This
inability may be due to a lack of experience or exposure or training.

PRESENTATION TEXT BY MITESH SHAH 43 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

 Questions to be asked:

 Is there any product related information that my sales force or I require to exceed
our objectives?
 Is there any company related information that my sales force must know to remain
well informed?
 Is there any new competitive information my sales force needs that will assist them
in exceeding our objectives?
 Are there any areas of weakness in sales skills, clinical knowledge, territory
knowledge or account management skills that can be taught or reinforced through
training?
 Are there skills that I need to improve my capabilities of sales management?

Total Number of customers within territory

Number of target customers as a percentage of total %
Coverage of target customers (YTD) %
Number of accounts in territory %
Number of target accounts as a percentage of total %
Daily Call Average

Training Requirements

Training Requirements

Category Jan Feb Mar Apr May Jun July Aug Sep Oct Nov Dec

Sales Manager

Development
of Education

Management
Skills Training

New Hires

PRESENTATION TEXT BY MITESH SHAH 44 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

New Hire
Training

Current Reps

Product
Training

Clinical
Training

Sales Skills
Training

Plan our Incentive Packages

 This outlines the primary components of our annual incentive planning for our
Representatives.

Sales Representatives Incentive Planning

 Before we begin to detail our incentive plan, we need to answer the following
questions in as much detail as possible in order to ensure clarity not only for we but
also for our Representatives and any other associated departments, such as
Personnel and Finance, who will review and work with our incentive plan.
 Answers to the following questions should be filled in as part of our Sales Plan.
 The questions that should be answered here are similar to those above for the
following...

 What are the Objectives of our Incentive Plan?

 What are the Measurements?
 What are the Criteria that will be used?
 What is the Time Frame?
 What is the Pawet Table?
 What is the Eligibility?

Awards Programs

 In addition to the annual incentive plan we have detailed above, the purpose of this
section is to identify the primary incentive and award programs that will occur
during the year and their proposed timetable. These may be specific incentive

PRESENTATION TEXT BY MITESH SHAH 45 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

programs that are annual or quarterly, or award programs that will be given at
national sales meetings.
 Examples are: Sales Rep of the Year, Sales Rookie of the Year, and Council of
Excellence.

Incentive Description Territories Month

Program

Opportunity Segments

What are the Opportunities? What are the Primary Tactics?

Tactics or Budget or Return on Month to be

Obj.
Action Items Resources Required Investment Criteria Completed
1.
2.
3.
4.
5.

PRESENTATION TEXT BY MITESH SHAH 46 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

REPORT AND MONITOR

Report & Monitor

 This section details the monthly reporting requirements.

Recommended Monthly Reports

 The importance of monthly reports is that they should provide an effective and
efficient means of communicating results. Monthly reports should be developed by
both we as well as the Sales Manager and by our individual Representatives.

 Reports should be consistent in their format since they are going to be used as
communication tools to a number of people in a variety of departments.
 Reports should be short, concise and to the point detailing performance against
objectives, primary accomplishments and items of primary interest.
 Reports should be detailed and heavily quantifiable reporting both objectives and
results.
 Reports should be proactive rather than reactive and should avoid defining history
"for the record".
 Reports must be regarded as a useful tool and not "busy work"; therefore, they
should be equally easy-to-complete and easy-to-read.

 We can provide them with examples of a planning and monitoring format that have
been used during the past year and proven to be a very effective tool among a large
sales force.
 They are typically the monthly report formats that are used by US Regional
Directors.
 These particular formats resulted from the Regional Directors working together to
define a reporting and monitoring tool that would be useful to them as managers
and useful as a communication vehicle for information given to other departments.

PRESENTATION TEXT BY MITESH SHAH 47 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

Sales
Month
monthly sales report/forecast (template) dept/tea
…………
m ………….
This basic sales report/forecast tool is for a small or new businesses which do not yet have a
computerized full management information system, which would normally integrate sales reporting
with other business processes.
Month cumulative (year to date)
actua
sales for month actual Plan variance % plan variance %
l
volumes/quantity/number
number of orders
average order value

next month forecast f'cast Plan variance % f'cast plan variance %

volumes/quantity/number
number of orders
average order value

quarter forecast f'cast Plan variance % f'cast plan variance %

volumes/quantity/number
number of orders
average order value
year forecast f'cast Plan variance % f'cast plan variance %
volumes/quantity/number
number of orders
average order value

summary/forecast of sales performance and activities

comments on internal services affecting sales and customers (e.g., order processing, customer services,
stock, distribution and deliveries/installations, service support, invoicing, major/national contracts,
new product development, recruitment and training, etc)

PRESENTATION TEXT BY MITESH SHAH 48 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

competitor activity

market comments (trends, developments, SWOT factors of note, i.e., strengths, weaknesses,
opportunities, threats)

Report compiled by ……………...………..….. Date ………………..

Leading and Lagging Indicators

 It is recommend that we need to monitor both the "Leading" and the "Lagging"
Indicators on a daily, weekly and monthly basis in order to track and consistently
forecast the performance of our brand. By tracking these results in this manner, we
keep our self fully knowledgeable of what is happening in the field and ensure that
we and our brand will not be surprised.
 Provided below are examples of indicators that we should consider monitoring:

 We recommend that we begin this monitoring system formally, but use only a
limited number of indicators to begin in order to assure that the process of data
collection and reporting actually takes place consistently. Nothing would be more
confusing to our management efforts than to begin this tracking process and then
abandon because it became too difficult to administer.

Leading Indicators to Monitor

Daily Sales Flash of ex-factory (shipments) sales

Wholesaler inventory levels
New end user referrals
Sales rep reports on new business
Sales rep call activity reports
Red Alerts: Competitive activity, reimbursement changes
Red Alerts: Flag specific customer sales which drop >10%
Field requests for marketing materials

PRESENTATION TEXT BY MITESH SHAH 49 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

Lagging Indicators to Monitor

Wholesaler outflow data

Market demand data
Reimbursement (Medicaid-US) claims data
Pharmacy stocking reports
IMS data
Tier movement data
Primary market research

Define our Annual Planning Cycle

 To define and outline the components of the annual planning cycle: The purpose of
the following table is for we to plan out the primary planning activities for we as
Manager and for our Representatives over the period of eighteen months.

Planning Cycle
Required
J F M A M J J A S O N D J F M A M J J
Input

Input to
Marketing
Plan
Create
First
rough
draft of
National
Sales Plan
Submit
Budgets
Plan
Approvals
Complete
final
National
Sales Plan
Complete
all
Regional
and
territory
Plans

PRESENTATION TEXT BY MITESH SHAH 50 STEVENS BUSINESS SCHOOL

BRAND PLAN FOR 2010 – GLYCOMET (US VITAMIN)

Complete
Target
Account
Plans
Sales
Meetings
National
Meetings
Regional
Meetings
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PRESENTATION TEXT BY MITESH SHAH 51 STEVENS BUSINESS SCHOOL