PRODUCT

ALKES

OBAT

LCD

MESIN PACKAGING EX 3M 700A

TENDER

SALESFORECAST
NO

PRODUCT

PRICE

SALESF
JAN

1 ALKES

2 OBAT

3 LCD EX 3M
JUAL
SEWA
4 MESIN PACKAGING EX 3M 700A
JUAL
SEWA
5 TENDER

FEB

MAR

Q1
UNIT

SALESFORECAST
Q1
VALUE

APR

MEI

JUN

Q2
UNIT

S1
VALUE

UNIT

VALUE

PEOPLE DEPLOYMENT
AREA
JAKARTA-1

MR
2007

ADMIN

SM
1

1

1

STATUS
KARYAWAN

JAKARTA-2

1

FREELANCE

SERANG

1

FREELANCE

TOTAL

1

3

1

ORGANISASI S1 2007
NO

POSISI

PLAN 2007

1
2
3
4

NSM
MR
ADMIN
FREELANCE

1
2
1
2
6

PRICELIST
PRODUCT
ALKES

OBAT

LCD

MESIN PACKAGING EX 3M 700A

TENDER

PACKAGING

HNA

HNA+PPN DISC

FF COST (6 MONTHS)

No
1
2
3
4
5
6

Position
NSM
MR-1
MR-2
Admin
FL
FL

Total/Bln

Area
Jakarta
Jakarta
Jakarta
Jakarta
Jakarta

x000
x000
x000
x000
x000
x000

Basic Incentive Pulsa/Adm SewaBensin+Parkir UM Med Reim
Medrem kelPer Bln Per 6 Bln
5,500 10,000
150 3,500
800
330
100
80 20,460
122,760
1,200
1,000
0
300
300
150
50
42
2,950
17,700
1,000
1,000
0
300
300
150
50
42
2,750
16,500
800
0
0
0
300
150
50
0
0
0
0
1,000
0
0
300
0
0
0
1,300
7,800
0
1,000
0
0
300
0
0
0
1,300
7,800
8,500

14,000

150 4,100

2,300

780

250

164 28,760

172,560

PRICING POLICY
SEGMENT

CLASS

COG

FACTORY PRICE
DISC

MARGIN

REGULER

OBAT
ALKES

70%
50%

10%
10%

20%
40%

TENDER

OBAT
ALKES

70%
50%

10%
10%

20%
40%

DAFTAR HARGA PRODUK NATURICA
Oct-05
KODE
IK 0044

PRODUCT
DFM

KOMPOSISI
L-carnitine

KEMASAN
BOX @
60
caps
30 mg, Fucus 10 mg,

HNA
150,000

Ektr.Dandelion root 25 mg, vit B6 15 mg
choline bitartrate 250 mg, inositol 150 mg

IK 0041

ARTRO

12
Glucosamine HCl 250 mg, Mg 5 mg,

caps

24,000

Chondroitin sulfate 200 mg, Mn 50mcg,
Vitamin C 25 mg, Zinc 2.5 mg

IK 0045
IK 0034
IT 0042
IK 0037
IK 0048

CELERY
NATURICA SC
GINKGOFORCE
GARLIC
ARTROPLUS

60 tabs
60 caps
60 caps
Ektr. Ginkgobiloba 50 mg
120 tabs
Ekstr. Garlic 100 mg
36 caplet
Glucosamine HCl 500 mg, Mg 5 mg,
Extr. Celery seed 2500 mg
Pure Sharkcart. 750 mg

120,000
160,000
150,000
100,000
140,000

Chondroitin sulfate 400 mg, Mn 250mcg
Vitamin C 50 mg, Zinc 2.5 mg, msm 350 mg

IT 0058

CARDIAVIT

IK 0047

CARNIPLUS

tab
Vit B6 2 mg, folic acid 400 mcg, vit 40
C 100
mg,

30,000

vit E 40 iu, Vit B12 100 mcg

60 nicotinamide
caps
L-carnitine 250 mg, metionine 25mg,
3 mg
Ektr.Dandelion root 25 mg, vit B6 15 mg
choline bitartrate 250 mg, inositol 150 mg

140,000

BUDGET ALLOCATION PHARMA DIVISION 2007 S-1

No.

Post Budget

Ttl Budget

SALES REGULER
SALES TENDER
TOTAL SALES
1 SALARIES
2 INCENTIVES
3 MEDICAL REIMB.
4 MEALS
5 REPS UNIFORM
6 SELLING TOOLS
7 TRANSPORTATION
8 VEHICLE RENTS
9 VEHICLE REPAIR
10 OFFICE COST
Mailing
Telecomunication
Relocation
TOTAL FIX COST

23,700
39,000
750
3,630
0
0
6,900
12,300
0
0
1,500
3,000
0
90,780

1
2
3
4
5
6
7

SCIENTIFIC SUPP.
30,000
DISCOUNT (15%)
231,000
SEEDING TRIAL
0
INCENTIVES DIST.
0
TRADE BONUS
0
TRAINING
500
TRAVEL COST
Up. Country FF
0
Up. Country HO
0
8 OFFICE COST
Mailing
900
Office Suply (ATK)
4,000
9 ATL PROMOTION
Magazine/Newspaper
0
10 POST MATERIAL
Print
1,000
Gimmicks
0
11 BTL PROMOTION
Even Marketing
0
Sponsorship
0
Entertainment
1,200
Listing Fee
0
12 CONTIGENCY
6,000
VARIABLE COST
268,600

TOTAL BUDGET

359,380

Jan

Feb

BULAN
Apr

Mar

Mei

Jun

S1

60,000
100,000 120,000 120,000 120,000 120,000
640,000
900,000
150000
150000
150000
150000 150000
150000
210,000 250,000 270,000 270,000 270,000 270,000 1,540,000
47,400
7,900
7,900
7,900
7,900
7,900
7,900
78,000
13,000
13,000
13,000
13,000
13,000
13,000
1,500
250
250
250
250
250
250
7,260
1,210
1,210
1,210
1,210
1,210
1,210
0
0
0
0
0
0
0
0
0
0
0
0
13,800
2,300
2,300
2,300
2,300
2,300
2,300
24,600
4,100
4,100
4,100
4,100
4,100
4,100
0
0
0
0
0
0
3,000
500
500
500
500
500
500
6,000
1,000
1,000
1,000
1,000
1,000
1,000
0
0
0
0
0
0
30,260
30,260
30,260
30,260
30,260
30,260
181,560
5,000
31,500
0
0
0
500

5,000
37,500
0
0
0

5,000
40,500
0
0
0

5,000
40,500
0
0
0

5,000
40,500
0
0
0

5,000
40,500
0
0
0

0
0

0
0

0
0

0
0

0
0

0
0

300
4,000

300

300

0

0

0

0

0

0

1000

0

0

0

0

0

0
0
200
0
1,000
43,500

0
0
200
0
1,000
44,000

0
0
200
0
1,000
47,000

0
0
200
0
1,000
46,700

0
0
200
0
1,000
46,700

0
0
200
1,000
46,700

30,000
231,000
500
900
4,000
1,000
1,200
6,000
268,600

73,760

74,260

77,260

76,960

76,960

76,960

450,160

RENCANA BUDGET TRAVELLING Q1 NSM
BULAN
AREA TUJUAN
BUDGET
TRANSPORT
HOTEL
ENT.
OTHER

Q1
BANDUNG

MINGGU-1 MINGGU-2 MINGGU-3 MINGGU-4

FIELD FORCE PHARMA DIVISION 2007
No

Nama Med Rep

Posisi

Area

DOJ

Basic

1

BUDI CAHYONO

MGR

NASIONAL

2006

2

Vacant

MR-1

JKT-1

2006

800,000

3

Vacant

MR-2

JKT-2

2006

800,000

ADVERTISEMENT SCHEDULE PLAN 2006
NO

PRODUK

MAGAZINE/NEWS PPR

TYPE
Freq.

ESTIMATE
Price

Cost

Periode

NATURICA DIVISION

DIRECT SELLING BUDGET OF NATURICA DIV. 2006
(000,-)
No.

BULAN

Code

Post Budget

1

701.20.010.0 SALARIES

2

701.20.020.0 INCENTIVES

3

701.20.030.0 MEDICAL REIMB.

4

701.20.040.0 DIRECT SELL TOOLS

5

Jan

Feb

Mar

Apr

3,809,450

Mei

Jun

TOTAL-S1

3,142,796.25

7,900

7,900

7,900

7,900

7,900

7,900

23,700

0.75

13,000

13,000

13,000

13,000

13,000

13,000

39,000

1.24

250

250

250

250

250

250

750

0.02

0

-

701.20.040.1

Reps.uniform

0

0

0

0

0

0

0

-

701.20.040.2

Selling Toolls

0

0

0

0

0

0

0

-

701.20.050.0 TRAVEL COST
701.20.050.1

6

Ttl Budget Sub Bdgt

0

-

Transportation

2,300

2,300

2,300

2,300

2,300

2,300

6,900

0.22

701.20.050.2

Vehicle Rent

4,100

4,100

4,100

4,100

4,100

4,100

12,300

0.39

701.20.050.3

Vehicle Repairs

0

0

0

0

0

0

0

701.20.050.4

Meals

1,210

1,210

1,210

1,210

1,210

1,210

3,630

701.20.050.5

Up Country

0

701.20.060.0 OFFICE COST

0

701.20.060.1

Mailing

701.20.060.2

Telecomunication

701.20.060.3

Relocation

50

50

50

50

50

50

1,000

1,000

1,000

1,000

1,000

1,000

0

0

0

0

0

0

0.12
-

150

0.00

3,000

0.10

0

-

7

701.20.070.1 FK

0

-

8

701.20.070.4 DISC./DPC

0

-

9

701.20.080.2 SEEDING TRIAL

0

-

10

701.20.080.3 INCENTIVES DIST.

0

-

11

701.20.080.3 TRADE BONUS

0

TOTAL

BA

0

29,810

% HNA

-

% HNA

-

29,810

29,810

89,430

Confidential

2.85

Page 13

NATURICA DIVISION

PROMOTION & MARKETING BUDGET OF NATURICA DIV. 2004
Division Code : 701.
No.
1

2

3
4

5

6

Code
---.30.050.0

POST BUDGET

BULAN
Jan

Feb

Mar

TRAVEL COST

---.30.050.7

Training

-

---.30.050.5

Up. Country

-

---.30.060.0

OFFICE COST

-

---.30.060.1

Mailing

-

---.30.060.5

Office Suply (ATK)

-

---.30.200.0

ATL PROMOTION

-

---.30.200.1

Magazine/Newspaper

-

---.30.210.0

POST MATERIAL

-

---.30.210.1

Print

-

---.30.210.2

Gimmicks

-

---.30.220.0

BTL PROMOTION

-

---.30.220.1

Even Marketing

-

---.30.220.2

Sponsorship

-

---.30.220.3

Entertainment

-

---.30.220.4

Listing Fee

-

---.30.230.0

BRAND EXPENSES

---.30.230.1
8

BUDGET
Ttl Budget Sub Bdgt

---.30.300.0

-

Clinical trial study

-

CONTIGENCY
TOTAL

TOTAL DS + PM

BA

-

-

-

29,810

29,810

29,810

89,430

Confidential

Page 14

NATURICA DIVISION

BA

Confidential

Page 15

NATURICA DIVISION

BA

Confidential

Page 16

NATURICA DIVISION

1690
2028

BA

0.56

Confidential

Page 17

NATURICA DIVISION

BA

Confidential

Page 18

PROMOTION MATERIAL 2007
NO BULAN
1 JAN

BROSUR/GIMMICKS
BROSUR
2000BH @ Rp. 500
MAP PLASTIK (@1500)
BALLPOINT

PRODUCT

TOTAL (000)

2,000
100

1,000
150

2

3

4

5
6

1,150

No

Produk

1

ALKES

JAN

FEB

MAR

TOTAL
0

F
#REF!

2

OBAT

0

#REF!

3

TENDER

0

#REF!

#REF!

#REF!

#REF!
Total value (Rp, +000)
#REF!

#REF!

#REF!

PRICING STRUCTURE
1
2
3

OBAT
ALKES
TENDER

COGS DISC MARGIN
PROJ-SALES S1
% TTL SLS COGS
68%
10% 22.0%
340,000 22.1%
231,200
50%
15% 35.0%
300,000 19.5%
150,000
70%
10% 20.0%
900,000 58.4%
630,000
0

Rata2 COG/HNA = 65.7%

1,540,000 100.0%

1,011,200

TOWS
ANALYSIS

Naturica
(Phyto Pharmaceutical Products)
OPPORTUNITIES:
1. Increase awareness for medium - high SES
to have better quality of life by using herbal
food supplement & drugs
2. More Doctors are convinced to give Phyto
Products as alternatives drugs to patients
3. Flexibility on marketing of the products either
by Ethical/OTC promotion
THREATS:
1. Limited clinical studies/scientific data to
support the efficacy of the products
2. Reimbursement of medical policy in company
for these category is limited
3. More pharma company entering this segment
with heavy product promotion & advertisement

STRENGTHS:
1. Have focus & selected target indications &
doctors (Arthro range for Geriatry, Menopausal
care, Prostat indication)
2. Dedicated team for the range which has focuss

target doctors detailed
3. Some selected products have been known by
doctors & users (Glucosamine etc)
ACTION PLANS:
S1,3 W1: Focus on selected target audience (Doctors by speciality) for eac
priced the products 70-80% of similar chemical base drugs
S1W2: Conduct selected "below the line" activites to reach targeted segmen
program participation)
S1W3: Develop "efficient" promo cycle of the products & invest more in prod
potentials
S1T1: Select the "convinced doctor" as speaker to influence his/her piers
S2T3: Train & give "attractive incentive" to retain good MR , be smart on spe
with "big companies" by not dirrectly compete "head to head"
O1S1: Select & invest in big potential products & "have image/known" by dir
have OTC promo (article, BTL activities, SPG & store display etc)

WEAKNESSES:
1. Pricing: should be less than chemical base
products for the same indication
2. Cost to reach dirrectly to the users is more
expensive
3. Product investment required to build sales
& share of the products in A & P by launching
lots of new products in one year

dience (Doctors by speciality) for each product groups &
f similar chemical base drugs
e" activites to reach targeted segment (effective selection of

of the products & invest more in products with higher market

s speaker to influence his/her piers
" to retain good MR , be smart on spending & competing
ctly compete "head to head"
roducts & "have image/known" by dirrect customers to
ctivities, SPG & store display etc)

PROFIT AND LOSS PHARMA 2007
SALES REGULER
SALES TENDER
TOTAL SALES
COGS AVRG
GROSS MARGIN
OPERATIONAL EXPENSES
DIRECT SELLING
PROMOTION & MARK.
HOLDING
INTEREST
TOTAL OPERATIONAL EXP.
CONTRIBUTION

100%

640,000
900,000
1,540,000

65%
35%

1,001,000
539,000

181,560
268,600
5%
2.5%

50,050
25,025
525,235
13,765

EVENT MARKETING 2006
"000
NO

EVENT MARKETING

1
2
3
4
8
9
10
11
12
13
14

Exhibiton
Exhibiton
Exhibiton
RTD
RTD
RTD
RTD
RTD
RTD
RTD
RTD

MONTHS

Activity

PLACE

VALUE

0

DATA USER NATURICA BY AREA FEB 2003/4
AREA
JABOTABEKSER
PADANG
LAMPUNG
BANDUNG
CIREBON
SMRG
SOLO
YOGJA
SURABAYA
MALANG
MENADO
TOTAL

TOTAL
60
2
1
9
1
6
1
6
4
3
0
93

FK
8
0
0
0
0
0
1
0
1
0
0
10

NFK
27
2
1
8
1
2
0
1
2
1
0
45

DISPENS.
25
0
0
1
0
4
0
5
1
2
0
38

10.75%

48.39%

40.86%

TOTAL

USER CATEGORY NATURICA PRODUCT ( 2003)

48.39%
10.75%

40.86%
FK

NFK

TREND USER NATURICA BY AREA

DISPENS.

2004

AREA

TOTAL

FK

NFK

DISPENS.

JABOTABEKSER

100

10

30

60

PADANG

2

0

2

0

LAMPUNG

1

0

1

0

BANDUNG

30

6

10

14

CIREBON

10

2

5

3

SMRG

12

2

2

8

SOLO

10

2

4

4

YOGJA

15

3

4

8

SURABAYA

15

4

4

7

MALANG

10

3

3

4

MENADO

5

1

2

2

TOTAL

210

33

67

110

PERSENTASE

100%

15.71%

31.90%

52.38%

TREND USER 2004 BERDASARKAN MARKET SEGMENT
REG. 31.90%
FK 15.71%

2004

REG. 31.90%
FK 15.71%

DISPENS. 52.38%

TREND USER 2004 BERDASARKAN MARKET SEGMENT

110

110
100
90
80
67

70
60
50
JUMLAH PERSON
40
30
20
10
0
Column C

45

33

38
10
Row 88
Column D

Row 87

Column E

TAHUN

SEGMENT

TREND USER 2004 BERDASARKAN MARKET SEGMENT

2003
2004

FK
10
33

NFK
45
67

DISPENS.
38
110

FK
10.75%

FK
15.7%
33

NFK
DISPENS.
48.39%
40.86%

REG.
DISPENS.
31.9%
52.4%
67
110

FK
NFK
DISPENS.

FK
NFK
DISPENS.

DAFTAR DOKTER YANG AKAN DIBERI SPONSORSHIP 2007
NO

NAMA

AREA

VALUE

1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
0

RENCANA FK 2006
NO

NAMA DR

PRAKTEK

AREA

JUTA (RP)

1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
19
21
22
23
24
25
26
27
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
TOTAL

0

FREKUENSI