Brand Plan 2018-20

1
Life doesn’t come with a manual…

It comes with a mother !

2
“Motherhood is near to
divinity. It is the highest,
holiest service to be
assumed by mankind.”
- Howard W. Hunter

3
HEALTHY HER…
HEALTHIER BABY
4
 Emotional
Benefits

Insight Functional Benefits

Target Customer Reason Why
Market Brand
Marketing Personality
Distribution Expenses Vision &
Campaigns Objective
Special Activity KOL Mgmt

Business
Monitoring

5
 Emotional Benefits

• Unique combination with Scientifically proven

Ingredients
• Provides well balanced nourishment
Insight throughout
Functional Benefits

Pregnancy & Lactation

• Helps prevent
Target Customer PIH, Preterm Delivery,Reason Why

Preeclampsia & IUGR

6
 Insights

• PIH(Pregnancy Emotional
Induced
Benefits Hypertension)/
Preeclampsia is a Pregnancy Complication
characterized by High Blood Pressure, swelling
due to Insight
fluid retention & protein inFunctional
the urine.Benefits

• PIH complicates 6-10% of Pregnancies

Target Customer Reason Why

• 10 Lakh cases per year in India*

*Source: Apollo Hosp

7
 Insights

• Preterm Delivery, also known

Emotional Benefits as Premature Birth,

is the Birth of a Baby at fewer than 37 weeks

gestational age. These Babies are known as
preemies or premmies.
Insight Functional Benefits

• More than 10 Lakh cases per year in India*

Target Customer Reason Why

• Deaths due to Preterm adaelivery nearly 8 Lakhs

every year
*Source: Apollo Hosp

8
 Insights

• IUGR(Intrauterine Emotional
Growth Restriction) refers to a
Benefits

Condition in which an unborn baby is smaller than

it should be because it is not growing at a normal
rate inside the womb most often due to poor
Insight Functional Benefits
maternal nutrition. Delayed growth puts the baby
at risk of certain health problems during
pregnancy, delivery and after birth. Reason Why
Target Customer

• 10 Lakh cases per year in India*

*Source: Apollo Hosp
9
 Functional Benefits

Emotional Benefits

PRO PL provides overall nourishment to the

mother and the Foetus with 3 unique benefits
• Weight gain
Functional Benefits
• Brain. Vision and Cognitive development
Insight

• Skeleton, cardiovascular & body system

Reason Why
development
Target Customer

10
 Target Customers

• Gynecologists Emotional Benefits

• Lady GPs
• Physicians with Gynec Practice

Insight Functional Benefits

Target Customer Reason Why

11
 Reason Why

Groups at high risk are Emotional

Pregnant women & Women of Child
Benefits
bearing Age
In the Age group 15-49 years, the prime child bearing age group,
81.4% of Women are married. This percentage is high due to lower
female age at marriage in many parts of India. Functional Benefits
Insight

80.45% of Pregnant Women are within age group of 20-30 in Rural

India Reason Why
Target Customer

Prevalence rate of low birth weight is 87.43% in Rural India

> 1/3 of World’s Mal-nourished Children lives in India

Source: Jagadeesh et al: Nutritional status of
pregnant women and newborns & Census of India 12
 Markets

• Total Nutrition Market by June 2018

Emotional Benefitsclocking at 777.93 CR with
12.7% GR

• Main Contribution from Protein Powder 656.37 CR with 12.2%

GR
Insight Functional Benefits
• Protein Bar/Biscuit 49.476 CR with 14% GR

• Protein Granules
Target Customer 28.70 CR with 95.3% GR Reason Why

• Protein Infusion 16.34 CR with -2.7 GR

Source: Pharmatrac AWACS 13

 Markets
Total Nutrition Market and Top 15 Brands in
Indian Market
BRAND MATEmotional
VAL JUN 17Benefits
MAT VAL JUN 18 MAT VAL GR JUN 18
Grand Total 690.3 777.9 12.7
PEDIASURE 83.5 100.6 20.4
D PROTIN 64.1 74.0 15.5
PEDIASURE COMPLETE 58.4 51.1 -12.6
B PROTIN 55.4 58.5 5.5
Functional Benefits
GRD Insight 54.4 57.5 5.7
PROTINEX 43.2 130.6 202.3
ISOMIL 39.8 50.8 27.6
THREPTIN 37.3 42.7 14.7
Reason Why
Target Customer
PRO PL 19.6 25.02 24
COMPLAN 17.7 17.2 -3.2
PROTINULES PL 15.9 17.1 7.3
KABIPRO 15.5 25.5 63.8
INTRALIPID 12.2 11.8 -2.7
HIOWNA 11.1 11.7 5.2
14
 Markets
Total Powders Market and Top 15 Brands

Brands Emotional
MAT Val Jun 17 Benefits
MAT Val Jun 18 MAT Val GR Jun 18
Total Powders 585.0 656.2 12.2
PEDIASURE 83.3 100.2 20.3
D PROTIN 64.1 74.0 15.5
PEDIASURE COMPLETE 58.4 51.1 -12.6
B PROTIN 55.4 58.5 5.5
GRD 48.0 50.5 5.3 Benefits
Functional
Insight
ISOMIL 39.8 50.8 27.6
PROTINEX 35.2 107.0 203.6
PRO PL 19.6 25.02 24
COMPLAN 17.7 17.2 -3.1 Why
Reason
Target Customer
PROTINULES PL 15.9 17.1 7.3
KABIPRO 15.5 25.5 63.8
HIOWNA 11.1 11.7 5.2
PROSURE 11.1 14.3 29.5
PROTINULES 11.0 12.8 16.4
NEPRO LP 9.3 12.8 36.9

15
 Markets
Total Protein Biscuit/Bar Market and Top 3
Brands
Emotional Benefits

Brands MAT Val Jun 17 MAT Val Jun 18 MAT Val GR Jun 18

Biscuit Total 43.4 49.5 14.0

Insight Functional Benefits

THREPTIN 36.6 42.1 15.0

GRD 6.2 6.6 5.9

Target Customer Reason Why
NUTRIRIGHT MOM 0.4 3.2 731.7

16
 Markets
Total Granules Market and Top 6 Brands with
projected GR
Emotional Benefits
Brands MAT Val Jun 17 MAT Val Jun 18 MAT Val GR Jun 18

Granules Total 14.7 28.8 95.3

PROTINEX 8.0 23.7 196.5

Functional Benefits
AGLOFITInsight 5.9 8.1 36.8

FEMRICH 0.5 0.7 55.8

PEDIASURE
Target Customer 0.2 0.4 Reason
122.1 Why

NUTRIRIGHT 0.1 0.1 -15.8

PROTOVIT 0.1 30.6 45715.4

ALPROVIT 0.0 0.0 -75.7

17
 Markets
Total Infusion Market and Top 6 Brands with
projected GR
Emotional Benefits

Brands MAT Val Jun 17 MAT Val Jun 18 MAT Val GR Jun 18

Infusion Total 16.8 16.4 -2.7

INTRALIPID 12.2 11.8 -2.7

Insight Functional Benefits
AMINOSTERIL N HEPA 3.0 2.1 -29.2

CELEMIX 1.4 127.7 8898.3

CELEMIN 10 PLUS
Target Customer 0.1 0.3 Reason
111.4 Why

CELEMIN 5S 0.1 0.0 -65.9

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 Markets
PRO PL is Ranked 2nd in Niche Segment

Emotional Benefits
BRAND MAT VAL JUN 17 MAT VAL JUN 18 MAT VAL GR JUN 18

PROTINEX 43.2 130.6 202.3

PRO PL 19.6 25.02 24
MACPROT 21.8 23.45 7.6
GALACT Insight 19.4 18.0 Functional
-7.2Benefits
LACTARE 13.7 15.0 9.6
SIMMOM 10.4 11.6 11.4
HORLICKS 7.0 11.7 67.7
Target Customer Reason Why
PROTINEX MAMA 5.2 20.4 289.9
NUTRIRIGHT MOM 4.8 4.9 1.5
PROTONE MOM 4.3 5.4 26.3
NUTRIMOM 0.8 0.6 -25.2
NUTRIRIGHT G 0.2 0.2 9.9

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 SWOT ANALYSIS

STRENGTHS WEAKNESS

• Excellent brand equity as the 2nd brand, • Pricing versus other Nutritional brands
• Rx exploitation amongst GPC
• Multi-parameter Supplement for Pregnancy &
Lactation has superiority versus older & newer
Supplements backed by literature OPPORTUNITY
• British Biological's identity in market being pioneer in • Aim to be the No. 1 Brand
Nutrition market
• Aim 100plus Crs.
• Rx scope amongst GPC & other specialties

• Strong Rx'er base amongst Gynae., registering 25-plus

Crs.
• Excellent growth trend
THREAT
• Loyal Rx'er base • Newer Supplements with unique USPs - 90%
bioavailability, direct bone deposition, etc.
• Expanding market

• Very high profitability

• Rampant prevalence of Chemist activity & offers in
Nutrition market
 Category Landscape

Trend & Growth Competition Patient/Consumer

Drivers Insights
Threptin, GRD, Nutriright
Biscuit/ Bar Very Convenient
Mom
Already using lot of
Medicinal Supplement More than 100 Brands
Brands available
Protinex, Aglofit, Femrich, Sachet to be used when
Granules
Pediasure required

Intralipid, Imminosteril N
Infusion Institution in critical cases
Hepa, Celemix, Celemin

Convenience can be
Syrup PCD Brands
looked into
 Opportunity Size Analysis

High Question Marks PRO PL

Stars
Market Growth

Dogs Cash Cows

Low
Low Market Share High
 Brand Assortment

Current Expansion

Pro PL Powder Pro PL Nutri Bar, Granules

Flavours: Cardamom,
Elaichi, Banana, Mango
Chocolate,Vanilla
 Brand Access Strategy
Channel 1 Channel 2

Banner Ads Ad words, Training & Product Demo for

Retargeting Field Staff organized Meetings
Paid Social Media
Affiliate Marketing Slide Deck for KOL Meetings

Product Promotion Day Planner

Product Survey to Customer
Commercialization &
Introduction to Target Market Schedule & conduct Customer
success Calls & Interviews

Current and Planned within the year

 Brand Pricing Strategy
Position vs.
Price Rationale
Competition
Protinex Rs. 585 Available as 2nd Ranked
Protinex Mama Rs. 560 Premium Priced Brand as Premium priced

Pro PL Rs. 547

Simmom Rs. 446 Reasonable Pricing

Horlicks Rs. 429
Nutriright Mom Rs. 392

Lactare Rs. 231 Cheap Pricing

Galact Rs. 224 Granules Not yet available
Macprot Rs. 249
 Product Mix
SKUs PTS PTR MRP
PRO PL CARD POWDER 400 GM 0 301.98 560
Emotional Benefits
PRO PL CARDAMON POWDER 500 GM 360.23 400.25 560
PRO PL CHOC POWDER 400 GM 268.32 293.06 410
PRO PL CHOCOLATE POWDER 500 GM 360.23 400.25 560
PRO PL LITE CHOCOLATE POWDER 200 GM 254.16 282.4 395
PRO PL LITE POWDER 200 GM 256.34 284.82 395
PRO PL NEW CAR POWDER 200 GM 107.59 175.7 219.62
PRO PL NEW CAR POWDER 400 GM
Insight 215.43 Functional
239.37 Benefits
299.21
PRO PL NEW CARDAMON POWDER 200 GM 177.03 196.7 269
PRO PL NEW CHOC POWDER 200 GM 173.03 192.26 269

PRO PL NEW CHOCOLATE PREFILLED SYRINGE 400 GM 166.89 181.4 226.75

Target Customer Reason Why
PRO PL NEW VANILLA POWDER 200 GM 173.94 192.26 269
PRO PL NEW VANILLA POWDER 400 GM 253.89 275.97 344.96
PRO PL POWDER 200 GM 173.94 192.91 269
PRO PL POWDER 400 GM 268.32 303.08 378.85
PRO PL VANILLA POWDER 400 GM 360.23 400.25 560
PRO PL VANILLA POWDER 500 GM 360.23 400.25 560

26
VA Communication

She needs her Husband’s Love, your Care and The

Protein Supplement which showers affection on her

Rx

Provides Overallnourishment to the mother and the foetus

with 3 unique benefits:
• Weight gain
• Brain, Vision and Cognitive development
• Skeleton, Cardiovascular and Body system development
With unique advantages of Protein, DHA and GLA, 28 Essential
Vitamins & Minerals
 Distribution Option

Emotional
Super Market/ Hyper Benefits Trade
Market (Modern

Online

Chemist/ Drug Store Functional Benefits

Insight

Nutrition Store

Target Customer Reason Why

Institution

28
 Brand Vision & Objectives

Emotional Benefits
Brand Vision

To be the most prescribed Brand in Niche Segment

Insight Functional Benefits

Brand Objective Reason Why

Target Customer

To attain 100 CR by 2020

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 Brand Vision & Objectives
Total M.R. No. 200 and average P.T.S. of each
unit is Rs. 360/- considered.
Emotional Benefits

Current Projected Projected

FY 18 - 19 FY 19 - 20 FY 20 - 21
PMPM: 289 PMPM: 578 PMPM: 1157
Insight Functional Benefits
Value: 25 Cr. Value: 50 Cr. Value: 100 Cr.

% Gr. % Gr.
Target Customer
100% 100%

30
 Brand Vision & Objectives

Ensure enhanced promotional reachBenefits

Emotional

Increase inInsight
Prescriber Base Functional Benefits

Target Customer

Increase in PMPM in Gyne. Group

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 Immediate Plan of Action

Objective- Emotional Benefits

 To increase sales in deficit territory who are not achieving
targets
 To acquire more sales from target achieving territories

Field Activity-
Insight Functional Benefits
 To find out and work continuously for 3-4 months in territories
deficit in achieving targets
 OnTarget
the job training for the MR during Field Work
Customer
 Regular follow up regarding sales, Campaigns, other activities
through,
• Calls to ABM’s
• Making a group in Whatsapp
• Sending mails and circulars to all field staff
32
 Campaign

Emotional Benefits

Insight Functional Benefits

Target Customer Reason Why

Q1 Q2 Q3 Q4
PRO PL DAY – EVERY MONTH

33
 Campaign Suggestions

 REGAIN MOMENTUM EmotionalCAMPAIGN:

Benefits To pull Sales
from the deficit Territories
 REACH OUT CAMPAIGN: To fetch Rx from Non
Prescribers
Functional Benefits
 UPALABDH CAMPAIGN: To make PRO PL
Insight

available in each and every Chemist in Metros

 PROPSTAR PROGRAM: PRO PL Target
Target Customer Super
Reason Why

Achievers Recognition
 KOL Activity: Medical Relationship Management

34
Strategic Roadmap – FY 2018-20

NP to RP strategy
ABM led “RCP Certification programme”@ 5/MR

Blanket coverage strategy

ABM driven massive promotional reach through
VA & Prints

RP retention strategy
- 5/M.R. high value BRs
- Avg. 20/M.R. mass BR campaigns
CAMPAIGNS AND ACTIVITIES - Q1
Event / Campaign Date Print Input

1. PRO PL ‘COUNTER PREECLAMPSIA’

PRO PL DAY 10th 21st of Every Month
LB – VOL. II

1. DOCTOR GREETING CARD

14th MAY 2018
MOTHER’S DAY (Implementation –
2. PATIENT GREETING CARD
8th-13th May 2018)
(20/DOCTOR)
World Prematurity Day 17th Nov 2018 1. PRO PL PIH STUDY JACKET

Monthly Activity Days

“PRO PL DAY”

Emotional Campaigns 36
Special Activity

Accreditation Program
 ROYAL COLLEGE OF PHYSICIANS

• Founded in 1518 (499 years old), it set the first

international standard in the classification of diseases

• British professional body dedicated to improving the

practice of medicine – by accreditation of physicians
by examination
Medical
Certification

Aim: To generate new prescribers for PRO PL Gyn. Range (@5/TSO),

fueling the group growth to targeted 24%

Modus Operandii: ABM driven campaign

Target: 3000 Doctors

• 2400 Non-prescribers (5/TSO)
• 600 Student Doctors (from Covered Medical Colleges)

Duration of the Campaign: JULY’18– Dec’18

A total of 6 touch points throughout the campaign

 FOR PRO PL DAY DOCTOR’S

PRO PL Day Identify 5 Enroll them for Q2 & Q3 PRO PL Ensure increase
PotentialPrescribers RCP Accreditation Day to have RCP
Apr & Juy’18 in prescriber
/ HQ Program course as key input base
 Catch’em Young

A total of Long term

Medical
600 PGs to prescriber
College PG be enrolled generation
CAMPAIGN – RCP Accreditation Program (Starts Q2)

Medical
Certification

Visit Month Input

Visit 1 July 2018 Welcome Letter
Visit 2 August 2018 Summary Letter
Visit 3 September 2018 Module 1
Visit 4 October 2018 Module 2
Visit 5 November 2018 Assessment Test – Online
(In case of Offline – 1 extra hit)
Visit 6 December 2018 Certification

42
RCP Accreditation Program - Certification

Certification to enrolled doctors

in December 2018

Aimed at
Generating Happy Customers
The Promise of Pure Service

43
OBJECTIVE STRATEGY ACTIVITY

Promote concept of
importance of Nutrition status
in Pregnancy with references
& guidelines
Labeled indication promotion
EXPAND

Gynae conference
participation to create
awareness

Off-label indication promotion Promotion in PE, DVT & SV

PRO PLRTDs

CONVERT Doctor conversions Ensure availability at point of

usage for first breakthrough

RETAIN Relationship Management Regular relationship

management activities 50
 Other Activities
OBJECTIVE STRATEGY ACTIVITY
 Other Activities
OBJECTIVE STRATEGY ACTIVITY
 KOL Management
OBJECTIVE STRATEGY ACTIVITY
Identification
1. Self-Identification
Here marketers identify KOLs themselves. This is quite faulty Method.
2. Field force identifies KOLs
Using the field force to either suggest or ratify names of KOLs is usually a very quick
process. It may not be efficient always. Field managers who understand well the
incentives that KOL management ‘schemes’ comprise are unlikely to nominate names
of opinion leaders in unbiased ways.
3. One KOL identifies another KOL
This is deemed as the most objective of the four. A known KOL is asked to name other
doctors who he thinks are the most influential. Problematically, the process relies on
visibility, the ability to actually see the interactions.
4. Sociometric Method
The sociometric or survey method is the most common. KOL lists are either
purchased from market research agencies or primary research is conducted if there is
no in-house knowledge of the market.
5. Social Network Analysis: a New Paradigm in KOL Discovery
Given the inherent limitations with each of the four methods is there a better way?
Such a solution would need to be unbiased, empirical and analytic and include the
entire KOL candidate pool.
 KOL Management
OBJECTIVE STRATEGY ACTIVITY
Defining Criteria

• Holds office of importance in Regional/National/International Medical

Associations/Institutes
• Association with Government-related agencies, e.g., DCGI, ICMR (Policy shapers) and
Payer organizations such as Army, Railways, PSUs
• Standing among peer group
• Sought after by media, patient advocacy groups
• Member of Guidelines, Formulary Committees
• Member of global advisory board/steering committee
• Oration skills/Presentations
• Presence at Regional/National/International forum
• Affiliations (reputed institutes)
• Publications (peer–reviewed journals); Editorial board/s
• Clinical research expertise (Good Clinical Research Practice or GCRP studies)
 KOL Management
OBJECTIVE STRATEGY ACTIVITY
Medical Relationship Management

• Participation in global/regional clinical trials, company sponsored clinical

trials, and/or Investigator-Initiated Studies (IIS)
• Provision of value-added educational activities, medical information, slides,
scientific engagements, etc
• Sponsorship to CME conferences at national and international level
• Conference support
• Participation in Medical-Marketing Programs, e.g., advisory board meetings,
speaker training programs, CMEs, guideline meetings, roll out of diagnostic
questionnaires
• Liaison with international EEs
• Member of global and regional advisory board
• Unrestricted educational grants
• Healthcare Leadership workshops
• IIM/ISB training program for physician leaders who are into healthcare policy
and reform
 KOL Management
OBJECTIVE to be asked in
Questions STRATEGY
every KOL Activity ACTIVITY

• Why are KOLs important to us?

• What do we want them to do?
• How will we support them in achieving the planned goals?
• How will we define and measure success?
• Who do we want to engage (which experts should be our
KOLs)?
 KOL Management
OBJECTIVE
Process STRATEGY
of KOL Development ACTIVITY

• Right Identification - stay clear of regional politics

• Involvement of higher officials without undermining the role
of medical reps
• Building trust and mutual respect
• Bringing clarity
• Allocating sufficient time
• Balancing side effects
KOLs need to be distinguished from Key Business Leaders (KBLs) who are the
prescribers. KOLs may not prescribe yet are very important doctors with
whom one needs to partner to gain credibility

KOL BUILDING IS A MARATHON…not a SPRINT.

PROMOTIONAL INPUTS: July 18 – March 19

July-Sep'18 Oct-Dec'18 Jan’19-Mar'19

VA VA VA
PRINTS
FY 18-19 Say No to Bottle Feeding Tent
Co-promotion Sleeve Gynae Brand Reminder Card
Card

Gynae Brand Reminder Card

Gynae Brand Reminder Card -
 Promotogram FY 18 - 19
MARKETING ACTIVITY July-18 Aug-18 Sep-18
PRINTS √ √ √
SPECIAL ACTIVITY* √
BR √ √
Pro PL DAY √ √
MAGNETIC BADGE √ √ √
PS √ √ √

*SPECIAL ACTIVITY FOR OCT’18 – DIWALI CAMPAIGN

 Product Day – 2018-19

• Objective: New Prescriber Generation

• Target: 7 NPs per M.R.
• Detail only PRO PL and sample either PS / LB / BR
accordingly
• Inputs –
Prints / BRs / Reminder Cards / Magnetic Badge (For Brand
Exposure)

Every month 2nd & 4th Friday

 Brand Marketing Expense Summary
Planning Minimum Resources Possible

Promotiona Q1 Q2 Q3 Q4 Total (Rs)

l Inputs Apr-Jun Jul-Sep (in Oct-Dec (in Jan-Mar
(in Rs) Rs) Rs) (in Rs)
Visual Aid 80000 80000 160000
Leave 200000
Behind 50000 50000 50000 50000
Literature
Gift 200000
100000 100000
Samples 125000 125000 125000 125000 500000
Activity 50000 50000 50000 50000 200000
Total 1260000
405000 225000 405000 225000
Inputs
2520000
KOL Activity, Other Activity, National, Zonal, Regional Conference Participation & Media
58
Expenses excluded
 Brand Sales Forecast (Volume)

2018-19 2019-20 2020-21

Sales (Rs) 250000000 500000000 1000000000

NR/Unit 360 360 360

No. Of units 694444 1388888 2777777

Costs of Goods 5000000 7000000 10000000

Gross Margin (Rs) 245000000 493000000 990000000

Adv & Promo Exp. 2500000 3000000 5000000

Selling Exp.(5%) 12500000 25000000 50000000

Distribution Exp.
12500000 25000000 50000000
(5%)
PBT 222500000 445000000 890000000
Business Monitoring
 Sales Plan for 2018-19

Category Q1 Q2 Q3 Q4 TOTAL
Total Sales (Rs)
Sales
Unit Sales 173611

Market Share % % % % %
MONTHLY Net Sales By 2019: Actual to
Plan
Sales Result for 2018-19 by Quarter
Compared to Plan
Reach & Frequency Objectives

Tiers Speciality Number of Number of

Doctors calls per
month
Priority
1 Gynecologists 50 2

2 Physicians with 30 1
Gyne Practice

3 GPs 30 1
 Annual Sales Objectives
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
Market
Share of
 End User Objectives
J F M Q1 A M J Q2 J A S Q3 O N D Q4 Total
End
Users

Base Line
New
Switches

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

Base Line
New
Lost

Total
Monthly sales report/ forecast

Month Cumulative (Year to Date)

Sales for Month Actual Plan Variance % Actual Plan Variance %

Volumes/ Quantity/ Number

Average order Value

Next Month forecast

Volume/ Quantity/ Number

Number of orders

Average order value

Quarter forecast

Volume/ Quantity/ Number

Number of Orders

Average order value

Year forecast

Volume/ Quantity/ Number

Number of Orders

Average order value

Summary/ forecast of sales performance and activities

 Leading & Lagging Indicators
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

Red Alerts: Flag specific customer sales which drop >10%

Field requests for Marketing Materials

 Leading & Lagging Indicators
Lagging Indicators to Monitor

Wholesaler out low data

Market demand data

Pharmacy stocking reports

AWACS/ IMS data

Tier movement data

Primary market research

 Annual Planning Cycle
Planning Cycle
Required Input Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Input to
Marketing Plan
Create 1st
rough draft of
National Sales
Plan
Submit Budgets

Plan Approvals

Complete
National Sales
Plan
Complete all
Regional &
territory Plans
Complete
Target Account
Plans
Sales Meetings

National
Meetings
THANK YOU !