STRATEGIC BUSINESS

PLAN YEAR 2007: CHPD

Mumbai City
Objective: The objective of this plan is to help gain better
insight and clarity in to the field operations and reinforcing
our efforts towards building brands and achievement of
budgets on a monthly basis, so that by year end there is a
19 % growth in the PCPM coming from Mumbai – a one
lakh increase in the P.C.P.M/P.S.O. IN 2007
VISION-2007
 MUMBAI TEAM WILL BE THE HIGHEST
PERFORMING TEAM IN THE REGION.
TOGETHER WE SHALL BUILD THE TEAM
THAT IS THE MOST KNOWLDGABLE AND
SKILLED. A TEAM THAT DELIVERS
CONSISTANTLY THROUGH ITS
WILLINGNESS TO ADD VALUE TO OUR
CUSTOMER AND THE ORGANISATION.
 MISSION-2007

TO BECOME THE BEST GROWING DISTRICT

IN THE REGION IN YEAR 2007 WITH A
GROWTH OF 19% IN TERMS OF PER MAN
PRODUCTIVITY.
OBJECTIVES-2007
 TO HAVE PERMAN PRODUCTIVITY OF
RS.6.33 LACS IN 2007 ( YEAR 2006 PCPM
RS 5.33 LACS ).
 FOCUS ON INSTITUTIONS AND MODERN
FORMAT STORES.
 POB > 16%.
.
ASPIRATIONS-2007
 ACHIEVEMENT OF BUDGET EVERY MOTH
 SHADOW CLOSING ACH. EVERY MONTH
 TOMKT GROWTH OF ALL KDPS IN DOUBLE
DIGIT.
 INMKT &To Mkt GROWTH OF 15%.
 PCPM 6.33 LACS.
 BRAND LEADER FOR GMPS Tabs ( Liq. We are).
 EXECUTION OF MARKET PLANS AS PER HO
GUIDE.
 CLSG. < INMKT > TOMKT > BUDGET.
STRATEGIES
 To follow M.C.L. Structure- 2007 ( Doctor list
175 and Retailer list 225)
 Productivity Optimization (from 5.33 to 6.33).
 To cover all major institutions.
 To cover major hospitals for prescription
generation of BCF and GMPS.
 Effective merchandising.
 Optimum utilization of POP materials.
 Coverage of MFS by each P.S.O
 M.C.L. STRUCTURE - 2007
SPECIALITY NO. OF PRODUCTS
DOCTORS
Physician / GPs / Surgeons 125 Benadryl / Gelusil / Listerine / Selsun / Caladryl /
Benylin T / Combantrin A / Nebasulf / Citrosoda /
Pepticaine / Nutrifil / Ferradol / Neko / Rashfree

Pediatricians 20 Combantrin / Nebasulf / Benylin T / Ferradol /

Pedialyte / Rashfree / Caladryl / Benadryl Syrup /
Gelusil Liquid . Benadryl A.H.

Gynecologists / Gastro-enterologists / 20 Gelusil / Pepticaine / Nebasulf / Citrosoda / Rediplex

Urologists / Oncologists / Orthopedicians / Combantrin A / Ferradol / Sloans / Listerine

Dental Surgeons 5 Listerine / Gelusil / Combantrin

(Preferably the Orthodontist or Cosmetic
Dental Surgeons)

Dermatologists 5 Selsun / Caladryl / Neko / Benadryl A.H. / Nebasulf /

Combantrin A

Total Doctors 175

Total Retailers 225
PSO Present Retailers Proposed Retailers
Sachin 225 226
Sudeep 225 226
Sanjiv 205 243
Jigar 265 228
Sunil 257 210
Shyam 161 238
Wilfred 225 225
Heero 225 225
Shantanu 209 225
Satyaraj 230
S Walawalkar 220 230
J Pimputkar 244 209
J Thathaghar 157 206
S Shinde 164 212
S Pereria 97 227
S Balaram 137 244
P Parkar 83 225
Y Patel 153 234
Total 3482 3833
PSO Present Area Proposed Area

Sachin Vasai,Nalasopara,Virar,Kelve, Vasai,Nalasopara,Virar,Kelve,

Saphale,Palghar,Boisar,Dahanu Saphale,Palghar,Boisar,Dahanu

Sudeep Dahisar,Mira Road,Bhyander, Dahisar,Mira Road,Bhyander, Naigaon.

Naigaon.

Jigar Kandivali,Borivali. Kandivali,Borivali.

Sanjiv Malad Malad west and east, Goregaon east.

Jitendra Goregaon,Jogeshwari,Vile Parle Masjid,Pydhonie,Dongri,Kamatipura,Nagpada,MSA Rd.

Dimtikar Street,Byculla,Chinchpokli,curry road,Lalbaug,

Kalachowki,Cottongreen,Sewri,Wadala.

Sandip Andheri Santacruz w,Parle east and west,Andheri east, .

Gokuldham+ santosh Nagar

SUNIL KURLA,(6) BHANDUP(5),MULUND,(6)GOVANDI,(3) Vikroli,kanjurmarg,Bhandup,Mulund,Bhivandi.

MANKURD(2)
SATYARAJ VASHI(6),PANVEL(6),KALAMBOLI,(1)

TALOJA,(1)URAN,(1)BELAPUR(1),NERUL(2)

KOPARKHAIRANE(2),ALIBAUG,(1)

REVDANDA (1)

WILFRED GHATKOPAR(10),VIKROLI(2),POWAI,(2)THANE(4) Thane west

HERO BHIWANDI,(10)THANE(4),KALVE(2),MUMBRA,(4) Kalva,Mumbra,Dombivali west,Thane east.

BADLAPUR(2), MURBAD,(1) Titwale (1)

SHANTANU KALYAN(8),DOMBIVILI(8),ULHASNAGAR,(1) Ambarnath,Ulhasnagar,Badlapur,Sahapur,Sahad,Titwala,Murbad

AMBERNATH((2),SHAHAPUR(1) Ambivali,Kalyan,Dombivali east,Karjat.

SHYAM CHEMBUR(10),GHATKOPAR,(1)AIROLI,(4)GHANSOLI,(1) Powai,Ghatkopar east and west,Chembur.

Turbhe (3)

Jignesh Santacruz,Khar,Bandra Parel+ Tata,KEM,Dadar TT,Naigaon,Matunga,Sion,Dharavi,Kurla

Sabita VT,Masjid,Colaba,Chira Bazar, St. George Hosp. Dadar W, Matunga west,Hinduja,Bandra west and esat

Pydhonie,J.J.Hospital,Cama Hosp. Khar east and west,Santacruz east.

Bombay hospital, G.T.Hospital

Churni Rd consultants
Smitha Dadar Central,Wadala,Sewri, Mankhurd,Govandi,Vashi,Turbe,Kalamboli,Koparkhirane,

Ray Rd.,Dharavi Ghansoli,Airoli.

Matunga Central,Parel Village

Lalbaug, Sion, Sion Hospital.

Yogesh Nair Hospital,Kamatipura,Nagpada,MSA Rd Andheri w

PrinceAli Hosp,Masina Hosp,Byculla fire Brigade Jog e

Ray Rd.,Cotton Green,Dongri,Bhindi Bazar. Jog w

Churni Rd Consultants, Mazgaon Goregoan W

Prkash Mahim west,Matunga,Dadar west,Elphinston, Kharghar,Belapur,Panvel and Raiga district.

Parkar Worli,Hiduja Hosp.,KEM, Tata Hospitals Chinchpokli,

Curry Road,Byculla west.

S. Shinde Walkeshwar,Nepeansea Rd,Pedder Road, Colaba,Fort,Chira Bazar,Dhobitalao,Kalbadevi,

Gamdevi,Jaslok,Breach Candy,Kemp Corner, Marline lines,Charni Road,Navjeevan,Nair Hospital,

Bhatia Hosp,August Kranti Rd.,Tardeo Grant Road west,Tardeo,walkeshwar,Nepeansea road,

Grant Road.churni Rd. Consultants. Pedder Road,Bhulabhai road,Worli Naka,Elphinston.

Mumbai – Area 1
Terr Name Area No Ret

W1 Colaba 31

Fort 11

Chira bz 22

Dhobitaloa 4

Kalbadevi 15

Marline lines 12

Charni rd 8

Navjeevan 3

Sandip Nair 8

Shinde Grant (W) Tardeo 19

Walkeshwar+ Neapensea 15

Peddar rd 7

Bulabhai desai rd 3

Worli naka 41

Elphinstone` 13

Total 212
Mumbai – Area 2
W2 Dadar W 47

Matunga+ Matunga 48

Bandra W 34

Sabita Bandra E 15

Khar e 13

Khar W 21

Santacruz e 49

total 227
Mumbai- Area 3

W3 Santacruz w 26

Parle e 35

Parle W 15

Sandeep Andheri e 139

Gokuldham+ santosh Nagar 15

Total 230
Mumbai – Area 4

W4 Andheri w 90

Yogesh Jog e 62

Jog w 22

Goregoan W 60

total 234
Mumbai – Area 5

W5 Goregoan e 36

Sanjiv Malad e 96

Malad w 111

Toatl 243
Mumbai – Area 6

W6 Kandivili e 50

Jigar Kandivili w 62

Borivili e 32

Borivili w 84

Total 228
Mumbai – Area 7

W7 Dahisar e 53

Dahisar w 10

mira rd 55

Sudeep Bhayandar e 60

Bhayandar w 40

Niagaon 8

total 226
Mumbai – Area 8
W8 Vasai e 14

Vasai w 48

Nalla sp e 33

Sachin Nallasop w 23

Virar 59

Wada 9

Saphale 4

Palghar 12

Boisar 11

Dahanu 13

Total 226
Mumbai – Area 9
Terr Name Area No Ret

C1 Masjid 8

pydhoni 10

Dongri 14

Kamati+ nagpada 29

Msa +dimtikar 30

Byculla e 24

Jitendra Byculla w 10

Chinchpokli 8

Curry rd 7

Kalachowki 6

Lalbaug 7

Cottongreen 7

Sewri 21

Wadala 28

Total 209
Mumbai- Area 10
C2 Parel+ Tata 20

Kem 13

Dadar TT Niagaum 22

Jignesh Matunga 10

Sion 23

Dharavi 54

Kurla 64

Total 206
Mumbai- Area 11

C3 Ghatkopar e 29

ghatkopar w 86

Shyam Chembur 102

Powai 21

Total 238
Mumbai – Area 12

C4 Kharghar 17

Prakash Belapur 8

Panvel-Raigad 200

Total 225
Mumbai – Area 13
C5 Mankhurd 20

Vashi 45

Nerul 34

Smitha Turbe 23

Govandi 47

Kalamboli 11

Korhar kairane 19

Ghansoli 5

Airoli 40

Total 244
Mumbai – Area 14
C6 Ambernath 11

Ulhasnagar 34

Badlapur 13

Sahapur 8

Sahad 3

Titwala 3

Shantanu Murbad 8

Ambvili 7

Kalyan e 21

Kalyan w 40

Dombivili e 72

Karjat 5

Total 225
Mumbai – Area 15

C7 Vikroli 25

Kanjurmarg 7

Sunil Bhandup 42

Mulund 45

Bhiwandi 91

Total 210
Mumbai – Area 16

C8 Kalva 10

Mumbra 45

Heero Dombivili w 45

Thane 125

Total 225
Mumbai – Area 17

C9 Thane 225

Wilfred
 Modern Forma Stores
PSO MFS Location

Jigar Spencer Malad west,Charkop, I.C. Colony.

Hypercity Malad East.

Tulsi Kandivali East

Sanjiv Spencer Malad East.

Jitendra Tulsi Pharmacy Goregaon West

Jignesh Magnet Bandra

Spinach Bandra

Sandip Walawalkar Medicine Shoppe Andheri East

Apna Bazar Andheri West

KD's Low Price Andheri West

Sandeep Shinde Magnet Mahim

Prakash Parkar True Mart Worli

Reliance Retail Worli

Sahakari Bhandar Worli

Wilfred Demart Powai, Thane

Vecant Demart Nerul,Vashi, and Koparkhairane.

Yogesh City Centre Mumbai Central

Tulsi Mumbai Central

Sunil Shop Rite Mulund

Magnet Bhandup

Sabita Health and Glow Colaba

SSR Network
SSR

Name Area

Lalait Dahisar to Dahanu

VACANT Goregaon to Borivali

VACANT Andheri to Bandra

Dinesh Mahim to Colaba

Prakash Dadar to VT

VACANT Kurla to Thane

Vijay Vashi,Kalyan and Dombivali

Benadryl Cough Formula
 Tactics: Discuss BCF with doctors by probing
skills and expand the usage by more
indications such as Post nasal drip.
 Identify two major competitors and attack
them by detailing knock out points.
 Get only 1 prescription per day for 25 days
from 30 Doctors (750 bottles)
 Target 100 retailers who can give just 10
bottles BCF 50 ml sales per month
( Rs.20000/PSO)
ACTIVITIES - BCF
 CAP two per PSO ( June and Nov. )
 In-clinic doctor conversion.
 Media Burst in July and August.
 Window displays in July August & Nov
 Effective utilization of POP materials.
 To increase the push/recommendation of
50ml bcf instead of other cough Syps.
Benadryl Cough Formula 100ml.
 Inputs: 15 gifts quarterly for BCF doctors
 Small Rx pads and ball-pens for hospital
doctors.
 160 bottles samples/PSO/month in July and
August
 Envelops, Inflatable and consumer info
leaflets in July, August and Sept.
 POP materials in July.
Gelusil MPS 170ml.
 Tactics: Discuss GMPS with doctors by
probing and showing them In-vivo and In-vitro
studies.
 Identify Digene and Ulgel prescribes and
attack them by detailing knock out points.
 Get 45 prescriptions per month from each of
the 20 doctors (900 bottles/P.S.O).
ACTIVITIES - GMPS
 In-clinic doctor conversion.
 CAP per PSO in 1st and 4th qtr.
 Window displays in April-May and October
 Effective utilization of POP materials.
 F.T.E of Rediplex to be used for Gel. Liq.
conversion
Gelusil MPS 170ml.
 Inputs: 90 bottles of 170ml. or 160 bottles of
50ml. Samples/PSO/month.
 Quarterly gifts for 20 GMPS doctors.
 Small Rx pads and ball-pens for hospital
doctors.
 Media burst in April, May, Sept. and Oct.
 Envelops, inflatable, consumer info leaflets
and POP materials in same months.
Gelusil MPS Tablets.
 Tactics: Discuss with doctors by showing In-vivo and
In-vitro trial studies.
 Identify Digene Tab. prescribes and attack them by
detailing knock out points.
 Get 90 prescriptions per month from each of the 10
doctors (900 strips).
 Target 10 high potential retailers who can give 240
strips sales per month ( 10 * 240 =2400 strips ) & 55
retailers*100 strips per month=5500 strips.Total
POB=7900 strips
 4750 strips should be recommended over the
Counter(10key retailers 4 new patients/day & 55
retailers x 2 patients/day) Value =Rs.30000 approx
Gelusil MPS Tablets.
 Inputs: 100 strips samples/PSO/month.
 65 strips for the 65 retailers & 10*3=30 strips
for the 10 Drs. total =100
 Rest Activities are same of liquid.
SELSUN
 Tactics: Target 30 core GPs, Dermas.
 Get 2 Rx per day from each of the 10core
doctors ( 500 bottles)& 1 Rx from
10G.Ps(250bottles)
 Discuss double action of Selsun.
 Discuss application of Selsun indication wise.
 Show success rates of Selsun.
 Identify two competitors in your area and
attack them by unique double action of
Selsun.
SELSUN
 Inputs Required: Stickers 50/PSO.
 120 bottles samples/PSO/Month.
 Consumer info booklets on Dandruff 30 sets
containing 100 leaflets/PSO.
 POP materials in Sept and Oct.
BENADRYL SYRUP
 Tactics: Target 10 doctors (Gps, Ped.)
 Get one prescription per day from each of the
10 doctors.
 Inputs: 40 bottles samples /PSO in Jan., Feb.,
July., Aug., Nov.
CALADRYL LOTION
 Tactics: Target 40 core doctors.
 Get 2 prescriptions per day from each of the
40 doctors. ( 2000 bottles)
CALADRYL LOTION
 160 bottles samples/PSO in Apr, May, Jun,
 20 gifts/PSO in 2nd and 4th Quarters.
 POP materials in 2nd Qut.
 Caps on CLL in II Qtr can change the
scenario
 New indications of Herpes
LISTERINE

 Tactics: Target 5 core dental doctors.

 Get 3 prescriptions per day from each of the
10 doctors.( 1 Rx=2 bottles CML 85ml) which
is equal to 750 bottles or Rs.19000.
 Promote Listerine to hospital doctors for
bedridden patients.
ACTVITIES- LMW
 Media Burst twice in a year.
 Window displays in May and October.
 Price-off on LMW and CML 250ml twice in a
year in all Modern Format Stores during
festivals.
 In-shop selling in selected key retailers once
in year.
 Plastic bag newspaper campaign.
 Wet sampling in leading clubs in Mumbai.
LISTERINE
 Inputs: 48 bottles samples/PSO/month.
 POP materials in April and Sept. for
merchandising.
 5 gifts for dental surgeons per quarter.
 Inflatable 25 / PSO.
FERRADOL
 Tactics: Target 10 core doctors (Ped./GP)
 Get one prescription every day from each of the 10core
doctors (250 bot.)
 Discuss advantages of Vitamins A,B and D,
carbohydrates with doctors.
 Identify Sharkeferol prescribers and discuss knock out
points against it viz. It does not contain vit.A,B1,B2, and
zinc and has fishy odor.
 Inputs: 50 bottles samples/PSO/month.
 AJPP journals.
CITRO-SODA
 Tactics: Target 25 core doctors ( GPs,
Gynecs. Surgeons)
 Get one prescription per day from each of the
25 doctors.( Total 1875 sachets)
 Discuss advantages of Citro-soda over liquid
alkalinizers.
 Inputs: 100-150* 3’s Citro-soda sachets
samples/PSO/month.
WATERBURYS COMPOUND
 Media Burst in Jul., Aug., Nov. months
 Window displays in Jul. and Aug.
 POP materials in Jul.
 Plastic bag newspaper campaign in June.
 Inflatable 25 / PSO in July.
NEKO
 Inputs: 100 units/PSO/Month in Apr., May.,
Sept., Oct.
 POP materials in April and Sept.
INSTITUTIONS
 National Thermal Power Corporation
Boisar(2lks/annum).
 Air-India and Indian airlines.(present 3 lks)
 Western and Central Railways(rate cont).
 Hindustan Organic Chemicals(5 lakhs).
 I.P.C.L.,O.N.G.C. and J.N.P.T(10lk potential).
 B.A.R.C., M.P.T. and BEST(4 laks).
HOSPITALS
Hospitals
PSO Hospitals No.Of Dr.
Smitha LTMG sion( 60000) 75
Jignesh Bhabha, V.N.Desai Hospitals(70000) 33
Sandeep Shinde , Breach candy and Bhatia(45000) 29
Prakash KEM, Wadia hospitals(150000) 139
Sabita JJ, St. George, Cama, GT, Bombay(150000) 128
Yogesh Nair hospital(75000) 72

Jitendra Coopar, Nanavati(1lakh) 53

Wilfred Rajawadi,Servodaya(50000) 20

Jigar Bhagvati Hospital(50000) 18

Sachin TAPS hospital(20000) 8

Hospitals
 Major Brands For Focus: BCF, GMPS,
Listerine, Ferradol, Citro-soda.
 Inputs: Prescription pads and pens for these
hospital doctors per quarter.
 Stickers of Citro-soda and Ferradol.
 One CME per hospital in 2007.
Quarterly Plan Reviews
 Productivity Optimization – Quarterly
 Activities and tactics- monthly
 Monthly review meetings with the team to
discuss any gaps between planned and
actual progress and adjust activities and plan
to ensure coordinated, effective efforts.