DISPERCAM

Marketing Plan for 2011

@AXTantawy

1

Step 1: Situation analysis

•Over-veiew •Market Place •BCG matrix •POD vs POP •SWOT analysis

Step 3: Communications MIX

•Objective •Physician •Hospital •Direct consumer

2

by AbdelRhman Tantawy

Agenda

Step 2: Market Strategy

•Target segment selection •TOWS Matrix || actions •Positioning || Battle of minds

Step 1

SITUATION ANALYSIS

Where are we ?

3

by AbdelRhman Tantawy

Over-view
• Dispercan is a NSAID contain Piroxicam + Dispersible tablet • The main usage as antirhumatic , anti-inflamatory and analgesic • Unit market leader
by AbdelRhman Tantawy

Piroxicam

Dispersible

antirhumatic , antiinflamatory and analgesic

DISPERCAM

4

Market Place || IMS data analysis

others 14% Unites Disperca m 45% Feldene 41%
by AbdelRhman Tantawy

5

Market Place || IMS data analysis
Soral supp 6% others 2%

LE sales

Disperca m 27%

Feldene 65%

6

by AbdelRhman Tantawy

That is Only the Piroxicam Market

7

by AbdelRhman Tantawy

What about the rest of NSAID

8

by AbdelRhman Tantawy

NSAID market
Oral Cataflam 50 Olfen Catafast Brufen Celebrix Supp Profined Voltarin 100 Dolphin
by AbdelRhman Tantawy

AMP Voltain Cataflam Olfen Feldene 10%

9

We have big competition

10

by AbdelRhman Tantawy

Market Place || IMS Data

Feldene
NSAID Piroxicam

Dispercam

11

by AbdelRhman Tantawy

Market Place || Competitive Analysis
• Primary :
• Feldene : Original and the heavy support by Pfizer
by AbdelRhman Tantawy

• Secondary :
• • • • • Voltaren: the no.1 AMP in Egypt Profined : Supp. no.1 in Hospital and prescription Cataflam : no.1 tablet Brufen: his safety add advantage .. But not in tablet (syrup only) Dolphin: recommended OTC product as a supp.

12

DISPERCAM + BCG matrix

Market Growth Rate

High

High Relative market share

low
13

by AbdelRhman Tantawy

low

DISPERCAM + BCG matrix

Market Growth Rate

High

High Relative market share

low
14

by AbdelRhman Tantawy

low

DISPERCAM + Product life cycle

We reach maturity and competition will elevate decline rate

15

by AbdelRhman Tantawy

DISPERCAM + Product life cycle

We reach maturity and competition will elevate decline rate

16

by AbdelRhman Tantawy

DISPERCAM + Ansoff’s Grids
Current Products Current Market New Products

New Markets

Market Development Strategy

Diversification Strategy

17

by AbdelRhman Tantawy

Market Penetration Strategy

Product Development Strategy

DISPERCAM + Ansoff’s Grids
Current Products Current Market New Products

New Markets

Market Development Strategy

Diversification Strategy

18

by AbdelRhman Tantawy

Market Penetration Strategy

Product Development Strategy

POD vs POP

19

by AbdelRhman Tantawy

POD vs POP : Primary

POD-Dispercam Sheep Powerful brand

POP Safe Fast Ortho Selective COX-II No ulcers

POD-Feldene Premium F-Flash More activities

20

by AbdelRhman Tantawy

POD vs POP : Secoundary

POD-Piroxicam Safe Branded in Ortho COX-II selective No ulcers

POP NSAID Scale of D.F.

POD-NSAIDs Fast

21

by AbdelRhman Tantawy

DISPERCAM + SWOT analysis
Strength
Weakness

Threats

Market growth Diclofenac shifting Safety awareness

Current competition Heavy sales activities

22

by AbdelRhman Tantawy

Opportunity

Safe Fast Sheep Well known brand

Less sales activities Supp.

Step 2

MARKET STRATEGY

Planning

23

by AbdelRhman Tantawy

Dispercam USPs

• • • • •

Safety Cost Dispersible Availability Multi-dosage form

24

by AbdelRhman Tantawy

TOWS Matrix
Strength
Safe Fast Sheep Well known brand

Weakness
Less sales activities Supp.

Market Growth Diclofenac shifting Safety awareness

Threats
Current competition Heavy sales activities

Focus on B class

25

by AbdelRhman Tantawy

Opportunity

Market Penetration Focusing Competitive shift

Long turn activities Support supp. Branding

Positioning

26

by AbdelRhman Tantawy

We will process with two type of positioning

27

by AbdelRhman Tantawy

We will process with two type of positioning

28

by AbdelRhman Tantawy

Ortho. positioning

We will process with two type of positioning Supp. positioning

29

by AbdelRhman Tantawy

Ortho, positioning

1st

ORTHO POSITIONING

30

by AbdelRhman Tantawy

The Situation

31

by AbdelRhman Tantawy

The situation
• Due to market size and current situation (life cycle, BCG and Ansoff’s Grids) , we have two ways to penetrate the market :

32

by AbdelRhman Tantawy

The situation
• Due to market size and current situation (life cycle, BCG and Ansoff’s Grids) , we have two ways to penetrate the market :

1st: New indication or segment  market pentration

2nd: focus on current market  branding

33

by AbdelRhman Tantawy

The situation
• Due to market size and current situation (life cycle, BCG and Ansoff’s Grids) , we have two ways to penetrate the market :

1st: New indication or segment  market pentration

2nd: focus on current market  branding

• Due to NSAID market size we recommend 2nd way for branding

34

by AbdelRhman Tantawy

Focus

35

by AbdelRhman Tantawy

Physician – Ortho Doctors
The analgesic and antiinflammatory is the most proscribed drug in ortho Rx.
by AbdelRhman Tantawy

36

Physician – Ortho Doctors
And they prefers Piroxicam rather than Diclofenac
Amp tablet
by AbdelRhman Tantawy

37

Physician – Ortho Doctors
Doctor need one name with multi-dosage form to easily complete the his Rx. We have it ,, lets work on it
by AbdelRhman Tantawy

38

2nd

SUPP POSITIONING

39

by AbdelRhman Tantawy

Supp

Supp market share are almost not significant

40

by AbdelRhman Tantawy

Supp

Supp market share are almost not significant

We need to focus on supp. As individual product

41

by AbdelRhman Tantawy

Step 3

COMMUNICATIONS MIX

actions

42

by AbdelRhman Tantawy

Objectives

Elevate market share

Shifting from other NSAID

Supp market penetration

43

by AbdelRhman Tantawy

Position Dispercam as choice no,1 in Ortho Rx

Brand name reminding

Target Segments
Dispercam

Physician

Direct consumer
by AbdelRhman Tantawy

AMP + Tablet

Supp

AMP + Tablet

Supp

Ortho

Pediatric

Bone pain

Pediatric

General

Hospitalized

analgisic
44

Target Segments
Dispercam

Physician

Direct consumer
by AbdelRhman Tantawy

AMP + Tablet

Supp

AMP + Tablet

Supp

Ortho

Pediatric

Ortho

Pedicatric

General

Hospitalized

General
45

2011 Campaigns

1. Ortho

2. Hospital

3. Direct consumer

46

by AbdelRhman Tantawy

1.

ORTHO

47

by AbdelRhman Tantawy

Creative idea Generation

• Dispercam is no.1 between Piroxicam (unite sales) • Piroxicam is the drug of choice for Ortho

48

by AbdelRhman Tantawy

Choice no.1
Between Bone Analgesics*

49

by AbdelRhman Tantawy

DISPERCAM

Creative idea Generation

Lets celebrate Thanks for segmentation and positioning

50

by AbdelRhman Tantawy

Promotion materials

Printing materials

Giveaways

Extra Bonus

Special edition free samples

*Campaign theme and visuals will be provided in IMC plan

51

by AbdelRhman Tantawy

Event, Group meeting

Promotion materials

No.1 campaign target

Only Physician specialized in Ortho

52

by AbdelRhman Tantawy

2.

HOSPITALS

53

by AbdelRhman Tantawy

Objective

Motivate Dispercam Rx

54

by AbdelRhman Tantawy

Awareness about the advantage other NSAID. (competitive shift)

Dispercam Brand name Graving.

Strategy

Hospital
by AbdelRhman Tantawy

1. Doctors

2. Nurses

55

Creative Idea Generation

56

by AbdelRhman Tantawy

The Most powerful selling point is it is a selective COX-II Inhibitor

57

by AbdelRhman Tantawy

Too old,,, but effective

58

by AbdelRhman Tantawy

Lets re-run this campaign again

59

by AbdelRhman Tantawy

But in a new creative way…

60

by AbdelRhman Tantawy

But in a new creative way…

*Campaign theme and visuals will be provided in IMC plan

61

by AbdelRhman Tantawy

Key Activities
TOP 100 KOLs Speaker Tour Group meeting Congress Nurses motivation giveaways

*Campaign theme and visuals will be provided in IMC plan

62

by AbdelRhman Tantawy

3.

DIRECT CONSUMER CAMPAIGN

63

by AbdelRhman Tantawy

What we need in our campaign?
by AbdelRhman Tantawy

64

Creative

65

by AbdelRhman Tantawy

Simple

Creative

66

by AbdelRhman Tantawy

Creative
Simple Into the point
by AbdelRhman Tantawy

67

What we have ?

68

by AbdelRhman Tantawy

Powerful

69

by AbdelRhman Tantawy

Safe

Powerful

70

by AbdelRhman Tantawy

Powerful
Safe Economic
by AbdelRhman Tantawy

71

DISPERCAM

we make it
Powerful , Safe and Economic
by AbdelRhman Tantawy

72

Ax.tantawy@gmail.com

73

by AbdelRhman Tantawy

Thanks

Sign up to vote on this title
UsefulNot useful