Nutricia Pharmaceuticals

- Case Analysis
 Share of Voice Method
Current Number of Reps - Nutricia 39
Market Share - Nutricia 10.1%
KSA Current Number of Reps - Industry 386
Target Market Share - Nutricia 15%
Additional Reps Required - Nutricia 22
     
Current Number of Reps - Nutricia 3
Market Share - Nutricia 9.7%
UAE Current Number of Reps - Industry 31
Target Market Share - Nutricia 15%
Additional Reps Required - Nutricia 2
 Corporate Method - KSA
Number of Visits per Hour 2
Number of Hours for Visit per day 7
Annual Visits Number of days per week 5
Possible per Rep Number of Working Weeks 48

Total Number of Visits per Rep in a Year 3360

Total Pediatricians 2296
Total Influencers Total Number of Doctors 37626
Total Lactation Nurses 5700
Number of Pediatricians to be Covered 1607
Total Influencers to
Number of Doctors to be Covered 18813
be Covered
Number of Lactation Nurses to be Covered 2850
Number of Visits to be made to Pediatricians 19286
Total Visits to be Number of Visits to be made to Doctors 169317
Made Annually Number of Visits to be made to Pediatricians 17100
Total Number of Visits to be made 205703
Required number of Reps 61
Requirement
Additional Reps Required 22
 Corporate Method - UAE
Number of Visits per Hour 2
Number of Hours for Visit per day 7
Annual Visits Number of days per week 5
Possible per Rep Number of Working Weeks 48

Total Number of Visits per Rep in a Year 3360

Total Pediatricians 471
Total Influencers Total Number of Doctors 3930
Total Lactation Nurses 480
Number of Pediatricians to be Covered 330
Total Influencers
Number of Doctors to be Covered 1965
to be Covered
Number of Lactation Nurses to be Covered 240
Number of Visits to be made to Pediatricians 3956
Total Visits to be Number of Visits to be made to Doctors 17685
Made Annually Number of Visits to be made to Pediatricians 1440
Total Number of Visits to be made 23081
Required number of Reps 7
Requirement
Additional Reps Required 4
 Break Even Method - KSA
Current Salary 2100
Total Salary 25200
Current Cost Total Cost 30240
Tenure 5
Total Cost 151200
Break Even Margin Total Margin to be Earned 35163
Operating Profit 2004 210
Operating Margin Total Turnover 2004 1115
Operating Margin 2004 18.8%
     
Current Territory Turnover 15448455
Current Salary Expense 982800
GM
Current Expense Ratio 6.4%
Total GM% 25%
     
Current Sales per Rep 396114
GM/Sales Rep
Current GM/Rep 99804
Break Even Method - KSA
 Rate of Decay 99804
1 89824
2 80842
3 72757
4 65482
5 58934
6 53040
7 47736
8 42963
9 38666
10 34800
 Break Even Method - UAE
Current Salary 2500
Total Salary 30000
Current Cost Total Cost 36000
Tenure 5
Total Cost 180000
     
Break Even Margin Total Margin to be Earned 41860
     
Operating Profit 2004 210
Operating Margin Total Turnover 2004 1115
Operating Margin 2004 18.8%
     
Current Territory Turnover 2095200
Current Salary Expense 90000
GM
Current Expense Ratio 4.3%
GM% 23%
     
Current Sales per Rep 698400
GM/Sales Rep
Current GM/Rep 161537
Break Even Method - UAE
 Rate of Decay 161537
1 145383
2 130845
3 117761
4 105985
5 95386
6 85848
7 77263
8 69536
9 62583
10 56325
11 50692
12 45623
13 41061
14 36955