DEVELOPING A MARKET PLAN

Product- DRUG ATM

SUBMITTED BY-
Adyasha Mohapatra- 20202115
Alisha Rani Nayak- 20202117
Ayushi Biswas- 20202126
Diptimayee Sahoo- 20202129
Soumya Priyadarshi-20202327

KSOM- KIIT School Of Management

GROUP-11,MBA-1
4/11/2021
 DECLARATION

We, the students of Group – 11 belonging to MBA-I, Section-C hereby declare that
the project report based on “Developing a market Plan for a new product or
service concept” submitted for the partial fulfillment of the requirement for the
Marketing Management – II to Prof. Joydeep Biswas (Faculty of Marketing, KIIT
School of Management at Campus-7, KIIT University, Bhubaneswar, Odisha-
751024) is our original work and we have also done survey from 50 respondents
through questionnaire to understand the probable effectiveness of the product.

Group Members:
Adyasha Mohapatra- 20202115

Alisha Rani Nayak- 20202117

Ayushi Biswas- 20202126

Diptimayee Sahoo- 20202129

Soumya Priyadarshi-20202327

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 ACKNOWLEDGEMENT

We feel immense pleasure and feel privileged in expressing our deepest and most
sincere gratitude to our supervisor Prof. Joydeep Biswas for his excellent guidance
throughout our project work. His hard work and attention to detail have been
great inspirations to us. We would like to convey our heartfelt thanks to him for
the unlimited support and patience he has shown to us.

Thankyou Sir.

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 ABSTRACT

Understanding the topics under Creating Marketing Plan and Marketing Mix in
real-life and practical situation. An approach to relate, implement and experience
creating marketing plan concepts to the actual settings and various concrete
scenarios of everyday life. Creating Marketing plan is one the most important
aspects of marketing as it involves the medium through which the products and
services are planned, designed and presented. The objective is to gain an
understanding of developing a Marketing Plan in practical situation.

 Relate Marketing Plan concepts to real-life applications

 Understand the implementation of Marketing Plan in real life scenarios
 Experience different Marketing Mix planning for the product.
 Learnings shall be ensured through development of an actual marketing
plan for a product.

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 INDEX

S NO. CONTENT PAGE NO.

1. INTRODUCTION 5

2. EXECUTIVE SUMMARY 6

3. PRODUCT DESCRIPTION 7-9

4. OBJECTIVES 10-11

5. SEGMENTATION, TARGET MARKET 12-13

IDENTIFICATION AND POSITIONING
6. MARKETING MIX 14-20
RECOMMENDATIONS
7. IMPLEMENTATION 21-23

8. CONCLUSION 24

9. EXHIBITS 24

10. APPENDIX 25

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 INTRODUCTION

 MARKETING-
Marketing refers to activities a company undertakes to promote the buying or selling of
a product, service, or good. It is one of the primary components of business
management and commerce. Marketers can direct their product to other businesses or
directly to consumers.

 MARKETING PLAN-
A marketing plan may be part of an overall business plan. Solid marketing strategy is the
foundation of a well-written marketing plan so that goals may be achieved. While a
marketing plan contains a list of actions, without a sound strategic foundation, it is of
little use to a business.

 MARKETING MIX-
The term 'marketing mix' is a foundation model for businesses, centered around
product, price, place, and promotion. The marketing mix has been defined as the "set of
marketing tools that the firm uses to pursue its marketing objectives in the target
market".

 SEGMENTATION-
Market segmentation is a process of dividing a heterogeneous market into relatively
more homogenous segments based on certain parameters like geographic,
demographic, psychographic, and behavioral.

 POSITIONING-
Positioning refers to the place that a brand occupies in the minds of the customers and
how it is distinguished from the products of the competitors and different from the
concept of brand awareness.

 PRODUCT CHOSEN-
 DRUG ATM

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 EXECUTIVE SUMMARY
In this project, we have studied the market and the strategy for a new product or service idea
and developed a marketing plan.

The product we have taken to launch is a concept of Drug ATM, a machine that provides
medicines to the people whenever they want. We have planned to collaborate with the
different state government to this initiative. This ATM machine would be placed in hospitals,
health care centers and also in different places in the cities where people can reach to it 24*7.

The aim is reportedly to reduce queues outside pharmacies and increase the efficiency of
medicine dispensation for ailments including tuberculosis, diabetes, and hypertension. A QR
code in the prescription will be used to identify the drugs to be dispensed or the prescription
could also be scanned. The biggest advantage is that it allows us to keep track of patients with
chronic ailments. This move will reportedly also help the government tide over the existing staff
crunch in state pharmacies and allow people from all sections of society to avail services.
Introducing ATM-like machines that will dispense cheap generic medicines. A local health
worker will be available at these machine centers to guide people. He will also be able to check
blood pressure and pulse rate of the patients. This will be very beneficial in remote locations
where there is no availability of a pharmacist or doctor.

The marketing mixes included in this plan of pharmaceutical industry are Product, Price, Place
and promotion.

Pharmaceutical marketers usually use attitudinal and behavioral segmentation approaches to

identify potential customers and tailor marketing activities, traditional methods lack utility for
healthcare-level commercial operations and tactics. Pharmaceutical companies commonly use
behavioral segmentation and survey-based segmentation.

For this marketing plan, we have conducted a secondary research on product category, market,
and competitive environment, developed Survey Questionnaire, done Pre-test and refine the
questionnaire by collecting data of 50 respondents and analyzed it to make decisions on STP
and the design of product and also made decisions on marketing mix recommendations.

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 PRODUCT DESCRIPTION
[ADS Drug-ATM]
ADS Drug-ATM is a product concept by ADS Drug Company and we have planned to launch the
Drug-ATM that can provide generic as well as branded drugs directly to the customers in very
cheap cost 24*7.

ADS has planned to collaborate with the different state government authorities and hospitals to
make it reach to the customers on very short span of time and to make it available for all.

This ATM machine would be placed in hospitals, health care centers and also in different places
in the cities where people can reach to it.

BENEFITS-
 It's very much portable that it can be installed in very less area.
 Easy to use.
 To reduce queues outside pharmacies.
 It allows us to keep track of patients with chronic ailments.
 It provides 24*7 medicine facility.
 It allows people from all sections of society to avail services.
 A local health worker will be available at these machine centers to guide people.
 There will be facility to check blood pressure and pulse rate of the patients.
 This will be very beneficial in remote locations where there is no availability of a
pharmacist or doctor.
 These machines can help people in getting access to crucial medicines on time.
 The machine will be able to read the prescription and give the relevant medicines.

SPECIALITY-
 A QR code in the prescription will be used to identify the drugs to be dispensed or the
prescription could also be scanned.
 Each ATM will be manned by a multipurpose public health worker (MPHW) or an
auxiliary nurse midwife (ANM) armed with a multi-parameter patient vital monitor and
other devices required for checking basic health parameters like blood pressure, sugar
level etc.
 The health worker will connect patients to the telemedicine doctor who will register the
case and alert the machine to dispense the right medicines.

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VALUE PROPOSITIONS-

The concept is very This can be

much useful in day to implemented It can be implemented
day life for common everywhere such as on National Highways.
people. shopping malls.

It can be very useful in

It can be installed in rural areas where
Railway stations. doctors and pharmacy
are not readily available.

CONSUMER BUYING BEHAVIOR-

We believe that the purchase decision is influenced by two important factors such as: medical
or pharmacist advice and the perceived value of information.

The perceived value of information is determined by previous own experience, views of other
reference groups, the written information, product price or existing advertising. When we refer
to the views of other reference groups, the most important categories are primarily people who
have purchased / used that drug, as well as colleagues, friends or family. Also, own experience
underline that direct experience with the product, price range and brand reliance

Regarding the price, a relationship exists between consumers’ post purchase experience and
subsequent price-sensitivity, and whether before or after purchase experience will affect price
sensitivity.

Likewise, customer loyalty to a particular product increases their tolerance for price.

Promoting influence on purchase decision is another factor and influenced by a heightened

awareness of specific branded drugs.

Consumers feel empowered by the information provided in direct-to consumer advertising and
they are concerned about governmental attempts to regulate prescription drug advertising.
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 Purchasing
Decision

Perceived value
Medical Advice
of Information

Previous Own
Experience

Other reference
groups opinion

Advertising
FUNCTION-
High strength & powder coated cabinet with a fully insulated material, energy
efficient vending unit.

Secure door with wrap-around enclosures and LED lighting and Triple glazed viewing
window.

GPRS remote monitoring system delivers real-time live information.

Excellent capacity and size ratio and Energy efficient compressor.

With drop sensor/vend assure TM/vend sensors/guaranteed delivery system. (Holds

credit until product is delivered).

With temperature sensor (4 to 25 degrees Celsius adjustable) Modular cooling system,

easy to maintain.

Adjustable tray partition and height and Secure /lockable cash box.

Dual spirals on-chip trays and Each tray tilts down 45 degrees for fast & easy
loading

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 OBJECTIVES

Medicines play a crucial role in maintaining health, preventing illness, managing, chronic
conditions and curing disease. All Time Medicine (ATM) is a machine which delivers the
medicine in emergency cases and ensures availability of drugs 24x7 and hence the name “All
Time Medicine”. ATM will be very useful in saving life in case of an accident on highways,
remote areas, rural areas and places where medical stores are not within the reach in case of
emergency. At least first aid can be made easily accessible with the help of this system.

This project consists of Advanced RISC Machine PIC micro controller which controls the other
sub systems such as RFID Reader, Global System for Mobile communication (GSM), medicine
dispenser, inventory control. RFID tag identifies the specific user. GSM sends the message to
the inventory control when the medicines need to be refill. Medicine Dispenser is the storage
part of the machine, which stores the medicine.

This explains existing problem that the society is facing. Under medicines legislation, General
Sale List (GSL) medicines may be sold or supplied from a vending machine. Life will become a
little easier with an innovative vending machine that dispenses medicines. Users will be able to
get basic Over-The-Counter (OTC) medicine at any time (24x7). Minor illnesses have a strange
way of inviting people in the middle of the night when pharmacies are already closed. Over-the-
counter (OTC) drugs are a class of medicines sold directly to a consumer without a prescription
from a health care professional, as compared to prescription drugs, which may be sold only to
consumers possessing a valid prescription.

OPERATIONS-
The objective of the project is to develop a system to deliver medicine 24x7 to the people. The
machine can deliver mainly Over the Counter (OTC) drugs, pain killer, first-aid products etc., so
it will be very useful to the society. Medicine dispensing process is done in four steps.

i) Authentication of registered user.

ii) Selection of required medicine.
iii) Payment
iv) Collection of requested medicine.
First the user needs to register in a particular authorized center with prescribed drugs. Then
user will be provided with RFID Tag and password. During transaction user must first swipe the

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card Request for the required medicine should be made by the user by scrolling through the
menu displayed on the screen. The machine will search for the requested medicine in
dispenser. If the medicine is present in the machine, then the payment has to be made for the
requested/available quantity of the medicine. Finally, the medicine is collected.

No Individual person needed for maintenance. Easy to use. Provides 24/7 medicine facility.
Since online transaction involved no fear of robbery. Since disease name and relevant medicine
will be stored in the database, the user will have to mention the disease name. The dispenser
will dispense the medicine automatically for that disease.

GOALS-

The aim is that temporary relief is to be given out that can give people a better chance for
resisting the health from withdrawing before they are able to reach doctor. Major advantage is
that people would be able to access the drugs via patient kiosks in public places such as drug
stores, malls, bus, railway stations, on highways, areas where medical stores are limited. The
biggest advantage is that it allows us to keep track of patients with chronic ailments.

The aim is reportedly to reduce queues outside pharmacies and increase the efficiency of
medicine dispensation for ailments including tuberculosis, diabetes, and hypertension. A QR
code in the prescription will be used to identify the drugs to be dispensed.

This move will reportedly also help the government tide over the existing staff crunch in state
pharmacies and allow people from all sections of society to avail free services. The plan then
had been to open the ATMs at all government hospitals. Introducing ATM-like machines that
will dispense medicines. The machine will be able to read the prescription and give the relevant
medicines.

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 TARGET MARKET, SEGMENTATION &
POSITIONING

SEGMENTATION-
Market segmentation involves the sorting of the market. The process entails dividing the
market of potential customers and clients into segments based on characteristics, such as
interests or needs, so that marketing messages, tactics and campaigns can become more
targeted. It’s widely considered that market segmentation for drug ATM, fall into four
segmentation categories: Demographic segmentation, psychographic segmentation, behavioral
segmentation and geographic segmentation.

In the Drug ATM, the segmentation process can have a different perspective. The difference lies
in the nature and need of the customer and also the physician, the pharmacist, the healthcare
institute manager, who are not the final consumer or user of the product, but are the decision
makers of the product selection, prescription and dispensing.

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TARGET MARKET IDENTIFICATION-
The target market for our product drug ATM will be for all the age groups (children, parents,
elders) and for all the income groups (upper class, upper- middle class, lowers class). Our
objective is to create awareness among people, and increase sales. Target market identification
will help us to reach right audience, identify different market segmentation, create cost
effective strategy, and manage customer’s needs and expectations.

Here, to identify target market we will use undifferentiated targeting method because we
ignore the apparent segment differences that exist within the market and uses a marketing
strategy that is intended to appeal to as many people as possible, and advertisement cost is
relatively low because this is an essential product. Undifferentiated targeting usually occurs
when a brand has a product or service that has a high market appeal

POSITIONING-

Develop one overall brand
positioning with the
patient at the center
• Rather than developing
separate positioning
statements, we will develop
one statement that’s focused
on meaningful benefits for the
patient, which all stakeholders
will care about.
Explore new territories Link the positioning to
with patients customer-specific benefits
• Typically, our product Drug and messaging
ATM has been focused on
clinical benefits (efficacy, safety,
dosing, etc.). Few take the time • Our drug ATM is the easiest
to really understand the core for patients to use, and is also
benefits to the patient and the available 24*7 so anytime, any
impact on their lives. To ensure moment customers can visit
that we incorporating the voice and buy.
of the patient, conducted
research with patients before
and during our positioning
development process to
understand the impact of their
needs related to different
product in their own words (vs.
the physician’s interpretation of
the impact).

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 MARKETING MIX
If we are launching our new product that DRUG ATM in market we need to focuses in 4ps of
Marketing Mix strategy.

ADS DRUG-ATM

4ps Marketing strategy Challenges

 Is it tangible product or not?

 Is it meets a specific customer need or not?
Product  Is it following the logical product life cycle or not?
 The benefits offered by the product and features are
understood or not?

 Price covers the actual amount of end user is expected

to pay for the product or not?
Price
 How much price should we assign for this product for
sell?
 How will price affected by distribution plans, value cost
ETC?

 Are we able to provide our product to meet market demand?

Distribution  Are we able to rectify problem of our product and give
and Place service to them?

 What are the marketing communication strategies we are

follow?
Promotion and  What are the public respond about our product?
advertising  What are the channel we are using to provide information
related to our product?
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PRODUCT RELATED DECISIONS-
 SPECIALITY PRODUCT- This DRUG ATM is a fully electronic vending machine that
will dispense medicines to consumer with chronic illness such as diabetes and
hypertension and many more facilities. This is more expensive for everyone to buy as
like a normal ATM machine, often carry a greater opportunity cost for the consumer.

 BRAND- If we are taking about brand, this is under our own Company brand name,
that is- “ADS DRUG ATM”.

 BRANDING STRATEGIES- we are developing our own brand and a new product,
here we will follow “NEW BRAND STRATEGY”

This is a completely new brand to go with new

product along with new concept and high
technology. Also, in market there is no such
competitors are in market to beat our product

WE need to focuses

 This new Product best describe our new offering-

Delhi Government installed medicine ATM which will have so many different types of
medicines, both tablets and syrups. The machine will dispense the medicine only when a doctor
prescribes them in Hospital only. This only product which is the best describes and bit of similar
to our new Product “DRUG ATM”

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PRODUCT CATEGORY-
Our product belongs to Industry Category because this product is fully technology based
automatic vending machine which is use for an industry such as social and hospitality work.

PRODUCT LIFE CYCLE- In the Growth stage, or we can say in primary stage we will place
industry Category because in this stage product is taking off on a relatively steep revenue
Growth curve and our primary goal is to grow market share and promote our product to
achieve target market.

IMPLICATION OF PRODUCT LIFE CYCLE-

• Manufacturing
• Licensing
• Attributes
25 lakh • Purpose
• Vision
Pricing product
Strategy strategy

Promotion Distribution
Strategy Strategy
•Channel •Rural Area
•media • Local Area
•advertising • Hospitals
•camping •Highways
•news paper •Stations

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PRICING RELATED DECISIONS-

SALES MAXIMIZATION
•We will use sales maximization objective because, there is no such
kind of product is avalable in market . So we will introduce this
product with high techonology to make people life easier . And our
moto is produce as much as units to meet market demand as like a
ATM machine to achive long term gain.

PREMIUM PRICING
•Premium pricing strategy we will follow because , we will provide a
new innovative techonology machine which is DRUG ATM , with
include a lots of features and benefits. The machine is costing
40,00000 which mainly gets installed in Hospitals, Rural Area, local
Area, Highway, Stations, airports etc.

DISTRIBUTION RELATED DECISIONS-

 This distribution channel will be the adequate for our Product distribution.

Producer Retailers Consumers

•Retailer mall •Patients

•State govt •Family
•ADS Company •Hospitals •Adults
•Railway •Young adults
Authority •Kids
•Airline
•Corporates

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DISTRIBUTION LEVEL-

level 1 (Intensive Distribution)

•Our product required level 1 that is Intensive Distribution because our moto for our
brand and product distribution is to penetrate as much of the market as possible, to
every geographical locations as we don't want to produce limited product. Our goal
is to produce as much as unit we can, to meet the market demand.

MARKETING COMMUNICATION RELATED DECISION-

BENEFITS-
 It increases the efficiency of medicine dispensation for ailments including tuberculosis,
diabetes, and hypertension.
 The data recorded through these machines will also help in obtaining valuable
epidemiological data.
 Since online transaction involved no fear of robbery.
 Single Individual needed for maintenance.
 The drugs available are cheaper in cost.
 Since disease name and relevant medicine will be stored in the database, the user will
have to mention the disease name. The dispenser will dispense the medicine
automatically for that disease.

SLOGAN- WE HELP YOU TO LIVE HAPPY WITH SMART CHOICES

UNIQUE SELLING PROPOSITION-

Social Appeal is going to be the Unique Selling Proposition for ADS Drug-ATM, as the emotional
appeal we can use to speak to this need is the social appeal. This product is very much useful
for the society and it can solve lots of problems of society. A good business is one that can solve
the problem of society and this product is made to provide comfort to people and to make their
lives easier. Also we are unique in segment with no competition in market.

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ADVERTISING APPEAL-

BELIEVABILITY EXCLUSIVENESS
EXCLUSIVENESS BELIEVABILITY
DESIRABILITY DESIRABILITY
It is people's Easy to use and
It is a new Emergency
It fulfills the belief that it can It provides provides
innovative medicines can
needs and reduce lots of medicines medicine and
technology be made
expectations of customer's faster and consultation
designed to help available easily
society. problems and cheaper. easily on public
society. at public places.
saves time. places.

CONSUMER SALES PROMOTION-

The consumer sales promotion that we are going to use is Sample. A sample is a sales
promotion in which a small amount of a product that is for sale is given to consumers to try.
Samples encourage trial and an increased awareness of the product. We are going to install fee
Drug-ATM at different locations from our behalf and will initiate people to use to buy medicines
at cheaper costs and also provide basic consultations and test facilities for free.

TRADE SALES PROMOTION-

The trade sales promotion that we are going to implement is Conventions, or meetings, with
groups of professionals and authorities to provide a way to show them the products. For
example, a medical convention might be a good opportunity to display this Drug-ATM. We can
also collaborate with organizations or can participate in tender proposals for government
initiatives.

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EXECUTIONAL STYLE OF AD-

TV

BROAD SOCIAL
CASTING
MEDIA MEDIA

PRINT
ADS

The executional style of advertisement will be the Slice-Of-Life as it is usually associated with
the social appeal, and depicts people in normal setting of life because of certain product.

Slice-of-Life Advertising is an advertising technique in which a real life problem is shown in a

dramatic presentation and the product advertised represents the solution to the problem.

We also have been planned to showcase the problem people usually face while buying
medicines like lack of pharmacy in nearby location, high pricing, non-availability of medicines,
no 24*7 service assistance available, standing in queue, doctors were not available in rural
areas, people feel shy to buy personal protective products from pharmacy and many more. Also
we are going to highlights the problems, people faced during lockdown for Covid-19. And then
told them the benefits of having Drug-ATM and using it.

It will definitely help to reach to customer’s pain point and influence them to use the product.

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 IMPLEMENTATION

ACTION STEPS-
The drug-ATM has strong benefits as compared to local medical stores in the market. This is a
new concept that would really be helpful in the current COVID situation. The drug -ATM would
be really a great help during this period and the local medical stores don’t need to operate
24*7. Medicines available at this drug-ATM will available at a cheaper rate and an operating
manual would be added on one side of the machine so that it is easy for every individual to use
the machine. The machines would currently be made available in the metro cities of India. As
we have planned to collaborate with government authorities and hospitals, advertising and
promotions would be done through them. The drug-ATM would be placed in the hospitals and
other health care centers and people would be guided to use it. Television advertising will also
be scheduled.

TIMELINE FOR KEY DECISION & ACTION-

WEEK 1 WEEK 2 WEEK 3

• The team was • A survey • We spent the

made and the questionnaire was whole last week on
product idea was made and was sent deciding the
discussed among to potential marketing mix and
the team customers and data making the plans
members. After was collected. and also writing
choosing the After collecting the the final report.
product, a research data, it was
was made on the analyzed. Then
product, market decisions were
segment and its made to design the
competitive product.
environment.

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RISKS INVOLVED-
 It would be difficult to make people aware about the product.
 People won’t find it easier to operate.
 There won’t be much profit in the initial years of launch.
 Boomers might not consider it.

PLANS DECIDED TO MITIGATE THE RISKS-

Advertisements are the key initiative. Lots of efforts are needed to be put into advertising in
order to make people aware of the product. In order to make it convenient to use, a manual is
added in the machine that would direct the individual. In order to increase the profit, the
machine would be installed in the in the metro cities of India and awareness will be created in
the other states during the initial period.

FINANCIAL ANALYSIS-
The total budget for the campaign is Rs. 25 lakhs. We expect a sales of Rs. 50,00,000 and a
project breakeven for the project in the first year.

LISTS OF MATRICKS USED-

Customer
Brand
Engageme
Awareness
nt

Customer Marketin
g Spend Return On
Acquisition Marketing
Cost Per
Customer Investment

Lifetime Customer
Value Of Customer
Acquisition
Retention
Customer Cost

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KEY PERFORMANCE INDICATORS-

Net Sales-
Percentage
Growth

Financial Customer Employee

Performance Satisfaction Satisfaction
Index

Internal
Process
Quality

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 CONCLUSION
ADS Drug-ATM has a great business plan with an innovative strategy for the pharmaceutical
market which can bring revolution into the industry and now it is time to dive further into the
performance sector and acquire large scale contracts for its revolutions with the performance
sector. It will do this by releasing the Drug-ATM, which will decrease long queue in front of
pharmacy and also can provide test and medical facilities along with medicines in the rural
areas. ADS is trying to acquire market shares by collaborating with companies, organizations
and state government to invest into their new product and the product will also do the same on
its own. It will utilize modern marketing techniques and assist ADS in reaching their goal and
also to serve the society at its best.

SUPPORTING EXHIBITS
1) Global Resources- https://www.globalsources.com/Custom-vending/TCN-medicine-
drug-vending-machine-1159145057p.htm#1159145057

2) Orientation Marketing- https://www.orientation.agency/insights/pharmaceutical-

marketing-plan-process

3) Indian Express- https://indianexpress.com/article/india/india-news-india/mp-himachal-

pradesh-odisha-and-andhra-pradesh-now-at-work-five-atms-that-dispense-medicines/

4) Times Of India- https://timesofindia.indiatimes.com/city/chennai/32-atm-like-

dispensers-to-dish-out-drugs-in-tn/articleshow/70268623.cms

5) Pubmed, Nbci- https://pubmed.ncbi.nlm.nih.gov/10339960/

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 APPENDIX
Active Google form link for the questionnaires:
https://docs.google.com/forms/d/1soCfyn6jAZzv7iCdDr0sX2ftO3bQ2HrNrZRtV5V2O94

RESPONSE WE RECEIVED-

---------------------------------------------------------THANK YOU----------------------------------------------------

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