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Marketing
The science and art of exploring, creating, and delivering
value to satisfy the needs of a target market at a profit.
Identifies unfulfilled needs and desires.
Defines, measures and quantifies the size of the
identified market and the profit potential.
It pinpoints which segments the company is capable of
serving best and
It designs and promotes the appropriate products and
services.
Plan
A detailed proposal for doing or achieving
something.
Marketing Plan
The part of the business plan outlining the
marketing strategy for a product or service.
The marketing plan includes information about;
Executive Summary
Current Market Situational Analysis
SWOT Analysis (Opportunities/Issue Analysis)
Segmentation & Customers analysis
Marketing Objectives
Marketing Strategy
Action Plan
Financial Forecast
Controls
Executive Summary
Brief statement of goals and recommendations based on
provided data.
Executive summary should highlight the most important
parts. Its an overview of your marketing plan.
Brief description of products or services
Define target market
Competitive advantage
Positioning statement
Goals and Objectives
Strategies
Action Plan and Implementation Schedule
Anticipated sales, profits and market share
Evaluation Methods
Pegalin at a glance
First brand in Bangladesh ensure availability of all strength of Pregabalin.
Pioneer in diversification (various new indication) promotion of the generic.
Market Definition
Therapeutic Area
Strategy:
Rx generation to increase no. of pocket Doctors.
New market coverage.
Focus promotion in important area.
Field force development
Periodic review & respective measure
Market Situation
Product Situation
Competitive Situation
Distribution Situation
Macro-environment Situation
Market Performance
Concentration on more Rx generation with
new prescriber generation to lead the
Pregabalin market within 2Q_2014.
Competitors with huge field force is main
competitive barrier.
Huge promotional activity like Gift, Services
& others marketing tricks are strongly
followed by the competitors.
Focus promotion to the specialist level is
our main concern to boost up the Rx &
Sales.
Sales:
Source: [IMS_2Q_2014,,MAT]
Market opportunity
Create market opportunity through educating our sales colleague.
New market generation with newer indication & off level indication
Educational & awareness generational campaign with new information to Doctors & patients front.
Increasing physician concern about the use of neuropathic pain killer rather than the use of NSAIDs
for neuropathy.
Key Market Trends
Trend
New market
generation
New Prescriber
generation
Develop new prescriber who are no well known about the generic to increase our
pocket doctors.
Rx boost up
Physician update
about scientific
issue
Sharing latest information to the physician to keep them up to date about product
feature.
Key message
Key marketing message for all target Doctors to gain their concern about Brand
through updating our sales colleague.
Highly effective in Chronic neuropathic pain relief with excellent success rate in
gynecological problem such as hot flash, fibromyalgia & safe up to 15 month use.
Description
Political
Economic
Very much economical regarding the suffering , sometimes drug may cause somnolence
which may affect the life poor working people & other economical factors do not affect the
brand behavior.
Social
Technological
Advance technology positively affect in production & marketing related aspect. E-mail,
Teleconference & e-communication potentiate marketing activity regarding promotion.
Competitors Analysis
Company & product strength & weakness analysis
Competitors activity analysis
Company
Segment 3
Segment 2
Segment 1
Attitudes / Beliefs
Desired Behavior
NSAIDs
SWOT Analysis
A study undertaken by an organization to identify its internal
strengths and weaknesses, as well as its external
opportunities and threats.
Market segmentation
Target market/segment characteristics
Customs profile & needs analysis
Market positioning
Marketing Objectives
Defines the plans financial and marketing goals in
terms of sales volume, market share and profit.
Marketing strategy
Broad marketing approach that will be used to achieve
goals. It is a game plan of marketing.
Pricing strategy
Product strategy
Place strategy
Promotion strategy
People strategy
Process strategy
Priorities, responsibilities and timeframes
Problem
Identification
Situation
Analysis
R
ec
om
m
en
da
ti o
n
Marketing strategy
Alternatives
&
Im
pl
em
Logical Flow
en
t
at
io
Target Audience
Product
Pegalin
Frame of Reference
Competitive Advantage
Relief from pain associated with neuropathy. eg; Spinal cord injury,
fibromyalgia, NPN & hot flash. Restore normal nerve function. More potent.
FDA approved1st line treatment of neuropathy.
Reason to Believe
Effectively reduce the terrible days of pain of your patients due to neuropathy.
SI 2
4P cycle plan for
Rx generation.
Objectives
Objectives
Attain doctors
concentration &
ensure Rx.
At least 1 Rx from
each territory per
cycle of 4P raw
data.
SI 3
Special promotion
to gynecologist
font for Hot Flash
& fibromyalgia
Objectives
Boost up
prescription from
gynecologist
SI 4
SI 5
Conduction of
scientific seminar
at least one per
month in selected
40 areas with
maximum
prescription of the
generic
Mass level
promotion for
Back pain.
Objectives
Objectives
Share latest
information &
increase Rx with
making pocket
doctor in top
priority areas.
Maximize the
opportunity of the
indication
Action Programs
This is the implementation part of a marketing plan.
Putting all your decisions into a summary of all marketing
initiatives that have been developed after considering
each of the different elements of marketing.
Special marketing programs designed to achieve
objectives, i.e., winning the loyalty of existing customers.
Resources required
Staff responsible
Deadlin
e
Cost
Objective(s)
Customers
Tactic Rationale
Scientific data & gift
Tactic Description
Tactic Timing
Continuous 6 months.
Diabetologist
Neuromedicine
Orthopedic
Gynicologist
Objective(s)
Customers
Tactic Rationale
Scientific data & gift
Providing Doctor list to the field colleague
Tactic Description
Tactic Timing
Continuous 6 months.
Diabetologist
Neuromedicine
Orthopedic
Gynicologist
& all 4p doctors
Financial Forecast
Controls
KPI
Definition
Data Source
Target
Frequency
(Measureable)
(Achievable)
(Timed)
To increase Rx
4P raw data
Prescription RX) share from 13 to
(no.of Rx)
18%.
To increase sales
Sales (Value)
from 8 million to IMS
12 million
To cover
Make Doctor
4P raw data (no.
maximum generic
bank
of prescriber)
prescriber.
Maximum
Increase chemist
chemist
EBS
coverage
penetration
18 to 20 % Rx
Within next 4
from each region. quarter.
12 Million
with in next 1
year
140 prescriber
per cycle
within next 1
year
Most chemist
shop.
within next 1
year
Environmental Barriers
Cultural Barriers
Behavioral Barriers
Cognitive Barriers
Systems and Procedures
The Right Resources
Financial barrier
Good leadership
Focus the point
Clear communication
Teamwork
Strong Monitoring & Control
Accountability
Regular follow up & preventive measure if needed
Always think barrier makes new
opportunity.