Herbana & Unovit

Marketing Plan
2023-2025
Prepared by
SHIMAA EL SHEWY
“A strong Umbrella creates a
base which line extensions can
achieve a faster market
penetration at a lower cost”
john quelch
 IRON X & CAL Y
BUSINESS PLAN
1.0 Executive Summary
2.0 Situation Analysis
2.1 Market Summary
2.1.1 Market Demographics
2.1.2 Market Needs
2.1.3 Market Trends
2.1.4 Market Growth
2.2 SWOT
2.2.1 Strengths
2.2.2 Weaknesses
2.2.3 Opportunities
2.2.4 Threats
2.3 Competition
2.4 Business Model Description
2.5 Keys to Success
 3.0 Marketing Strategy
3.1 Mission
3.2 Marketing Objectives
3.3 Financial Objectives
3.4 Target Markets
3.5 Positioning
3.6 Strategies
3.7 Marketing Mix
3.8 Marketing Research
4.0 Financials
5.0 Controls
5.1 Implementation
EXECUTIVE SUMMARY
 1.0 Executive Summary

 B03A2 IRON COMBINATION PRODUCTS estimated sales about 505,016,603 million L.E and about 8,314,896 million
units with -21% growth and 0.47% MS compared to 2021.
 A12A0 CALCIUM estimated sales about 409,443,167 million L.E and about 9,763,719 million units with 1.3% growth and
0.55% MS compared to 2021.
 NAPICO enter the market with unique products behind strong investment and have new and innovative strategies to penetrate
market.
SITUATION ANALYSIS
2.1.1 Market Demographics
2.1.2 Market Needs
2.1.3 Market Trends
2.1.4 Market Growth
B03A2 IRON COMBINATION
PRODUCTS
1.
2.
Total Market Trends
Total Brand Performance
3. Competitor Analysis
B03A2 IRON COMBINATION PRODUCTS MARKET TRENDS (2020-2022)

UNITS VALUE

589,029,720
10,549,513 10,554,631

8,314,896

505,016,603
501,405,354

YTD SEP2020 YTD SEP2021 YTD SEP2022 YTASEP2020 YTASEP2021 YTASEP2022

B03A2IRON COMBINATION MARKET TRENDS MAT (2020-2022)

UNITS VALUE

839,007,873
14,874,662 15,356,281
704,389,216
695,229,440

11,908,724

MAT SEP2020 MAT SEP2021 MAT SEP2022 MAT SEP2020 MAT SEP2021 MAT SEP2022
B03A2 IRON COMBINATION PRODUCTS MARKET BRANDS YTD SEP 2022
Value
UNITS
OTHERS; OTHERS; FER-
2254798; FER- 20199516 OGLOBIN
27% OGLOBIN 4; 35% ;
; 21617163
3358645; 8; 37%
40%

THGRA
GRAN THGRA-
HEMA- GRAN
TINI; HEMA-
502532; TINI;
6% 14322179
HEMA=C ; 2% HEMA=C
APS; APS;
535336; 19271736 FERROTRON; 108364878; 19%
6% FERROTRON; 1274663; 15%
PHARA ; 3%
FERRO; PHARA
388922 FERRO;
; 5% 248910
08; 4%
A12A0 CALCIUM
1. Total Market Trends
2. Total Brand Performance
3. Competitor Analysis
A12A0 CALCIUM MARKET TRENDS (2020-2022)

UNITS VALUE

409,443,167
12,503,407
381,861,501

9,630,507 9,763,719

32,933,346

YTDSEP2020 YTDSEP2021 YTDSEP2022 YTDSEP2020 YTDSEP2021 YTDSEP2022

A12A0 CALCIUM MARKET TRENDS MAT (2020-2022)

UNITS VALUE
525,729,800
17,294,023
519,752,151
14,709,583
12,864,822

493,533,434

MAT SEP2020 MAT SEP2021 MAT SEP2022 MAT SEP2020 MAT SEP2021 MAT SEP2022
 A12A0 CALCIUM MARKET BRANDS YTD SEP 2022

UNITS Value
CAL=
MAG; CAL=MAG;
14491 90623106;
93; 22%
15%
OTHERS; OTHERS;
4277707; OSTEO- 220696778
44% CARE; ; 54%
1787653;
18%

DECAL; OSTEO-
CARE;
5923038;
1% 80015539;
CALCIUM-D3-F; 209381; 2% DECAL; 20%
987173; CALCI-
10% CALCIUM-D3-F; 4554045; 1% MAT;
HI=CAL; 3695181; 1% 3935480;
HI=CAL; 527883; 5% CALCIMAT; 524729; 5% 1%
2.2. SWOT Analysis

2.2.1 Strengths
2.2.2 Weaknesses
2.2.3 Opportunities
2.2.4 Threats
 Strength Weakness
• NAPICO Brand Equity
• Stable Financial Position.
• Vacancy Medical Reps
• Powerful Field force Team.
• Employee Empowerment

S W
• Powerful Marketing Team

•
Opportunities
Attractive Market
O T Threats
• Possibility of ATL and direct consumer • Corona virus situation.
campaign • Well established competitors
• Increase Digital campaign awareness.
• Increase Health Awareness
 Internal Factors (IFAS)
 
 
TOWS Matrix  
 
External Factors  
(EFAS)
Opportunities (O)
• Attractive Market
• Possibility of ATL and direct
consumer campaign
• Increase Digital campaign
awareness.
• Increase Health Awareness
Threats (T)
• Corona virus situation.
• Well established competitors
Strengths (S) Weaknesses (W)
• NAPICO Brand Equity • Vacancy Medical Reps
• Stable Financial Position.
• Powerful Field force Team.
• Employee Empowerment
• Powerful Marketing Team
 
SO Strategies WO Strategies
 Utilize Marketing support to attract customers in high attractive market • Increase engagement of brand-oriented
 Utilize strong financial position for penetrating customers in short period customers (Innovators) to facilitate penetration in niche
 Increase technology awareness to make awareness of products in wide market.
range . • Using of digital awareness to penetrate market in efficient
way
ST Strategies WT Strategies
• Utilize marketing tools for penetrating Market with new Strategy (Social fill the vacancies with calculated productivity to compensate
Media and Social Marketing) to compensate little no of Field force and economical instability
Morning Hospitals Problems.  
• Utilize marketing tools for encourage selling by bonus and offers to avoid
threats after establish products.
Grand Matrix
Rapid Market Growth
Quadrant II Quadrant I
Market development
Market penetration
Product development

Strong
Weak
Competitive
Competitive
position
Quadrant III Quadrant IV position

Slow Market Growth

 2.3 Competition

Competitor Analysis
2.5 Keys to Success
 2.5 Keys to Success

1. Highly and Skill trained team

2. KOL Engagement.
3. Target Customer Coverage
4. Effective Marketing program to grow market share
3.0 Marketing Strategy
3.1 Mission
3.2 Marketing Objectives
3.3 Financial Objectives
3.4 Target Markets
3.5 Positioning
3.6 Strategies
3.7 Marketing Mix
3.8 Marketing Research
3.1 Mission

• Our mission is to improve the patient's quality of life by developing

innovative treatments that address unmet medical needs in nutrition
sector.
• Goal is not only to provide customers with the drugs they need but to
provide them with superior service and updated information on
existing market.
3.1 Vision

“The Market Leader in Multi-Vitamins Market with advanced

tactics to penetrate market in fast and efficient ways”
3.2 Marketing Objectives

Qualitative Objective

1. Create PHARMA CURE Brand Equity in MULTI-VITAMINS Market.

2. Promote PHARMA CURE as the advanced and Optimum solution in MULTI-VITAMINS
Market.
26.000.000 That’s a big
number, but we
will do it!
 3.2 Marketing Objectives

Quantitative Objective
FORECAST 3 Years
YEAR 2023 2024 2025
Value (L.E) 26,270,000 32,081,500 37,216,000
3.4 Target Markets

Customer Driven Marketing Strategy

Segmentation Consumer Market
Geographic • Density : Urban / Rural Areas
Demographic • Age : Above 18 years.
• Gender : Male-Female

Psychographic • Social class : upper middles , lower uppers .

• VALS : Innovators , Thinkers and Achievers
Behavioral ( customers) • Benefits : Quality, Service and speed Recovery.
• User status : potential user, 1st time user.
• Readiness stage : informed, aware ,interested, desirous, intended to buy
3.4 Target Markets

Customer Driven Marketing Strategy

Hospital sector
• All Governmental sectors (General Hospitals –
• Out-patients clinics in hospitals (Private hospitals & companies’ hospitals).
Private sector
Segmentation Class A – B + B

GYNA
ORTHO
NUTRITION
3.5 Positioning

Our goal is to position ourselves against our competitors.

We want to provide customers with service that a larger pharmaceutical company
may be lacking.
3.6 Strategies

Strategy According to Competition

Challenger Strategy
1. Market Leader
2. Challenger 1. Frontal Attack
3. Follower 2. Flank Attack
4. Nicher 3. Encirclement attack
4. Bypass Attack
5. Guerilla Attack

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 Competitive Advantage against Competition
Cost Advantage
( Price Sensitive )
• Variable cost
• Marketing Expenses
• Operating Expenses

Differentiation Advantage
( conscious consumers attracted by superior performance )
• Product Differentiation
• Service quality
• Brand reputation

Marketing Advantage
( create customer value with high brand reputation)
• Market Leader
• Product Line Advantage
• Channel Advantage
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34
 Product Positioning Strategies
Differentiation & product positioning
• Product Differentiation
• Service Differentiation
• Brand Differentiation
• Low cost of purchase
Branding & product line strategies
Branding & Brand management
Strategies
• Umbrella & Flanker brands
• Brand Identity
• Product Line Extension
• Brand Encoding
• Bundling & unbundling
• Brand Assets & Liabilities
• Product Elimination
• Brand Equity
35
MARKETING
STRATEGY

36
Offensive
Strategy

Grow market
Share

37
Marketing Strategy implementation
Penetration strategy ( Offensive Core Strategy )
The better business competitive position the better chance of obtain high level of customer retention, which in turn
will improve :
1- Business’s margins
2- Net Marketing Contribution
 This strategy have an immediate impact on marketing profits ( net marketing contribution ),
 Business spend money to attract new customers in growing Markets.
 It cost much more to acquire a new customer than to keep current one ( from five to ten times more )
 Two percent increase in loyal customers has been shown to lower marketing cost by ten percent.

38
Customer Driven Marketing Strategy

Segmentation and Targeting

Customer
Pharmacists and Consumer
Distributor
B 2 C sales:
Private sector

Hospital sector Social Media

Activation

ADS

39
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2, Promotion
 We apply of sales promotion strategy giving incentive to buy.
 Loyalty marketing programs to loyal customers to reinforce behavior
 Break loyalty to competitor's customers and make persuade to switch.
 Making direct deal with brand switcher customers .
 Materials like giveaway that make brand reminder.
 Special gifts that increase brand loyalty.
 Marketing activities ( International standalone , Mega clubs ).
 Participation in important national conferences

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DOCTORS
1. SYMPOSIUM
2. Video Shooting
3. Online Livestreaming
4. Sponsors programs
5. Loyalty Program
DOCTORS Engagement

1. Live Streaming 2 KOL Doctors per month

2. Loyalty Programs 200 Doctors from All Egypt

3. Video Shooting 50 Doctors from all Egypt in previous programs

Target = 20 Doctors

1.GYNA
2.ORTHO
3.Nutrition
ATL & BTL
1. DIGITAL MARKETING
2. ONGROUND ACTIVATIONS
3. RADIO ADS
 1- Digital Marketing
• Consumer
1. Social Media Activity
• Facebook Page
• You tube adv.
• Female blogs and traffic sites
• 2. Session with KOL Doctors
3. Session with celebrity:
2- On Ground Activation
• Consumer:
Brand activation
in molls, beach, clubs
3- Radio adv.
Distribution
Distributor
1. Regular meeting with tele-sales and branch managers
2.Gift for the highest sales branch in each area for each distributor

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 Financial proposal

HYPERLINK Attached File

THANK YOU!