Brand Plan Template

AOP 2019

Aug 2018
GUIDING PRINCIPLES

1. We are telling our brand story so lets use crisp sentences, powerful
words and impactful visuals - The template is aimed to tell the story
of your brand plan. This should not a template filling exercise

2. Use the slides provided in the annexures to deep dive for your brand
and only bring the summary in the main section

3. Please adapt this template to brand colors, visuals, logos

4. Please do not change key marketing terminology and pls do adapt eg

Core Brand Strategy and Supporting Brand Strategy are key HCS
marketing terminology

5. Actual dummies, videos, awards to be displayed in every meeting

(Dry Runs & Final)
OUTLINE

• Executive summary

• Market overview

• Situation analysis : Customer Insights & SWOT

• 2018 Brand Strategy

• Financials
BRAND – Good Descriptor/Payoff line
Brand
name :
Brand launch
date :

Generic name :

Formulation:

Packs:
2016 Key
SKU- Sales % Cont Year of
Composition (in Cr) Brand launch Indication(s):
Target Market
Segment (s):
* Use this table if the brand has multiple
SKUs and you wish to highlight differing
contribution
 EXECUTIVE SUMMARY
Internal 2016 CAGR : xx External Performance 2016
Objectives 2017 2018 %Gr 2019 %Gr 2020 % Gr
16.0 18.0
12.0 13.5 14.5 Market Size
(CVM)
2017 2018 2019 2020 2021 Brand
LBE Val ( Rs Cr)
% Val
A:S GC 4 Yr CAGR MS
2017 Value Rank
2018 Comp 1 MS

Insights 2018 Strategy 2019

• -------------- • --------------
• -------------- • --------------

This slide is to be filled after completion of the complete brand plan.

OUTLINE

• Executive summary

• Market overview

• Situation analysis : Customer Insights & SWOT

• 2019 Brand Strategy

• Financials
THE SLIDES IN THIS SECTION NEED TO COVER THE
FOLLOWING – SAMPLE SLIDES FOLLOW

▫ IMS Data analysis – Market, Brand, Competition, Geography Deep-dive

▫ SMSRC Rx Analysis ( pls see annexures)

▫ Competition landscape

7
 IMS ANALYSIS – MARKET, BRAND , COMPETITION

MAT Jul 2016 MAT Jul 2017 MAT Jul 2016 YTD Jul 2017
Val MS Val Gr Vol Gr Val MS Val Gr Vol Gr Val MS Val Gr Vol Gr Val MS Val Gr Vol Gr
Particular (Rs Cr) (%) (%) (%) (Rs Cr) (%) (%) (%) (Rs Cr) (%) (%) (%) (Rs Cr) (%) (%) (%)
Brand group RPM

HCS brand group

Competitor brand 1
Competitor brand 2
Competitor brand 3
HCS brand rank

Proprietary and confidential — do not distribute Abbott Healthcare Solutions March 22, 2024 8
 Optional

GEOGRAPHY DEEPDIVE
Market share MS
Brand group RPM HCS brand group (%) G/L
Val Gr Val Gr MAT MAT MAT
Geography Rs Cr Sal % % Rs Cr Sal % % Jul 16 Jul 17 Jul 18 . 70% business
North contributed by
State 1 top 5 markets
State 2
State 3
Other
states
. We have
East & N. strong
East
State 1
presence in 2
State 2 out of the 5
State 3
West
markets
State 1
State 2 . A.P. /
State 3
Other Karnataka -
states
South
immediate
State 1 action areas
State 2
State 3
Other
states

Proprietary and confidential — do not distribute Abbott Healthcare Solutions March 22, 2024 9
PRESCRIBER ANALYSIS

• SMSRC data as relevant for your brand and situation to be presented

• Present the inferences that will impact actions for your brand

• Annexures indicate the deep dives possible for your brand

Proprietary and confidential — do not distribute 10

MARKET SUMMARY & INSIGHTS
• Market and Segments Analysis (Summarise with the key insights)
• Please do NOT restate data seen in market slides earlier
• Please draw inferences seen eg molecular shifts, price impact, urban –
rural shifts etc
• What are market challenges seen eg comments related to nascency,
competitiveness, clutter etc
• Key Market Drivers
• Outline what is driving the market E.g. Increase in treatment rates,
Increase in Disease awareness, Change in guidelines & risk factors
COMPETITION LANDSCAPE
Parameter HCS Brand Competitor 1 Competitor 2 Competitor 3

Positioning

Daily cost of Therapy

Key Specialty

Packaging

Sales force size

Strength

Weakness

Key Interpretations
from Data analytics

Proprietary and confidential — do not distribute Abbott Healthcare Solutions March 22, 2024 12
COMPETITOR SUMMARY & INSIGHTS
• Competitor 1
• Competition, market/Rx shares, growth rates, their reach, key differential,
strategy, promo programs, strengths, weaknesses etc. specially how they
are impacting market or your brand
• Competitor 2
• Bbbbb

• Key Competitive Insights and Action Areas

• Summarize key insights and action for your brand
OUTLINE

• Executive summary

• Market overview

• Situation analysis : Customer Insights & SWOT

• 2019 Brand Strategy

• Financials
MARKET RESEARCH & CUSTOMER INSIGHTS

• KOL understanding
• Doctor prescribing qualitative behavior
• Share Market Insights generated via structured or unstructured market
research
• Key Customer Insights that are relevant for the brand – can include- patient
journey, treatment algorithm

15
UNDERSTANDING PATIENT JOURNEY AND VOLUMETRICS
Population

Prevalence

Origination

Diagnosis

Treatment

Class Choice

Brand Choice

Fulfillment

Compliance Abbott Healthcare Solutions

PATIENT OPPORTUNITY- KEY LEVERAGE POINTS

Target Market Segment

Target Patients with numbers

Target Customers with numbers

Customer Profile
Level Therapy
Patient Profile
• Example (s)
on how to fill
Abbott Healthcare Solutions is covered in
Annexure
 Add Trade Column if relevant
CUSTOMER INSIGHTS
Doctors Patients
Summarise Key Summarise Patients,
Customers, Type, profile, needs and
profile, their needs and trends
trends

What insights have you

derived

18
Proprietary and confidential — do not distribute
BRAND POSITIONING

To HCP segment
Who is Patient profile
Concerned
about
Brand
Competing
with
Delivers Rational/Emotional Benefits
Because Reason to Believe
And the Tone/Manner
Brand
Character

19
Proprietary and confidential — do not distribute
LEARNINGS FROM 2017
Reach
Success
Initiative (Drs or Success KPI Learnings/ challenges
status
Patients)
• Plan • Actual

1. This slide is critical as it helps you reflect on what worked and what did not
work . Outline challenges and Learnings from each initiative
2. This slide will help you reflect and enable you to take decision s for 2018
3. Color code initiatives basis KPI delivery (refer legend below)
4. Please make this into 2 slides if needed

KPI not met, KPI partially met, KPI met, continue

discontinue evaluate
Proprietary and confidential — do not distribute Abbott Healthcare Solutions March 22, 2024 20
COMMUNICATION STRATEGY 2018
Specialti Communication Key Message What’s Working What’s not
es: Objective (communicated Working
through VAF)
Specialty
1:

Specialty
2:

Specialty
3:

Specialty
4:

Current Campaign Learnigns/ Challeneges

BRAND SWOT

Strengths Weaknesses
Where are we strong relative to our competitors? Where are we weak relative to our competitors?

Threats
Opportunities
What changes/emerging trends could threaten
What changes/emerging trends can we exploit?
us?

Proprietary and confidential — do not distribute Abbott Healthcare Solutions March 22, 2024 22
BRAND (X)

KEY CHALLENGES CRITICAL SUCCESS FACTORS

Proprietary and confidential — do not distribute Abbott Healthcare Solutions March 22, 2024 23
OUTLINE

• Executive summary

• Market overview

• Situation analysis : Customer Insights & SWOT

• 2019 Brand Strategy

• Financials
BRAND OBJECTIVES

2018 2019

Qualitative
(Vision Based )
Quantitative

Sales (Rs Cr)

Market share (%)

Rank

Rx share (%)

LCM initiative
(if relevant)*

* Please mention the specifics e.g. - new SKU/formulation/Line extension, new indication/segment/geography,
new packaging, new guidelines, etc
Proprietary and confidential — do not distribute Abbott Healthcare Solutions March 22, 2024 25
BRAND X : KEY STRATEGIC INITIATIVES

Brand 2018 Objective

Core Brand Strategy: This should be derived based on Annexure slide which helps develop core brand
strategy
State Supporting Brand State Supporting Brand State Supporting Brand State Supporting Brand
Strategy 1 Strategy 2 Strategy 3 Strategy 4
Key challenge / CSF Key challenge / CSF Key challenge / CSF
Key challenge / CSF
e.g. Expand prescriber base e.g. Geography Focus e.g. New Launch
e.g. More Prescriptions
from Core Drs

Key tactics: Key Tactics Key Tactics Key Tactics

Describe it briefly Describe it briefly Describe it briefly Describe it briefly
highlighting why it’s highlighting why it’s highlighting why it’s highlighting why it’s
unique/ differentiating unique/ differentiating unique/ differentiating unique/ differentiating

Scale: No of Drs/ Scale: No of Drs/ Scale: No of Drs/ Scale: No of Drs/

KOLs/Patients impacted KOLs/Patients impacted KOLs/Patients impacted KOLs/Patients impacted

KPI: KPI: KPI: KPI:

Incremental Value: Incremental Value: 1.Incremental Value::Brand strategy

Mention Supporting Incremental Value:
2. Mention key specialties that are critical for brand success
3. Mention key differentiating initiatives only – max 2
4. Focus on highlighting differentiated initiatives eg certification
through associations, digital, patient programs etc
5. Incremental value should be for the whole supporting brand
Proprietary and confidential — do not distribute
strategy and not just the key tactic
WHERE TO PLAY IN 2019
1. Tactics executing the campaigns at the
planned intervention points.

2. Evaluate the importance of the tactic in

implementing the campaign (Very Imp, M, L)
Origination

Diagnosis

Treatment

Brand choice

Fulfillment

Persistence

Proprietary and confidential — do not distribute Healthcare Solutions March 22, 2024 27
THE BIG IDEA / THE BRAND CAMPAIGN

• The idea needs to bring to life the Brand Positioning and

communication strategy

• The idea needs to be differentiated, distinctive and integrated across

campaign elements and media

Proprietary and confidential — do not distribute Abbott Healthcare Solutions March 22, 2024 28
COMMUNICATION

Insert Visual Aid communication if ready or outline changes planned for

2017

Outline differences across Dr categories if relevant

Proprietary and confidential — do not distribute Abbott Healthcare Solutions March 22, 2024 29
FOR EACH SUPPORTING BRAND STRATEGY, IN-
CLINIC /OUTLINE TACTICS

Supporting Brand Strategy 1

Dr Reach
Tactic Name & Dr (Dr or
Objective Timelines Cost KPI’s
Description Category Patients
annually)

1. These data heads need to be presented and can be tailored to suit your
story. No of slides can be as required for the brand
2. Campaigns need to be branded and cannot be unbranded eg Brand
Name RTCs ( This does not build your brand campaign), Epilepsy
Camps- Branding needs to be aligned to the big idea.
3. Capture In clinic and outclinic for each SBS
4. This section will benefit with strong visual impact

30
CLINICAL PROGRAMS 2019

Program Name Objective No of No of Cost Timelines

Drs patients ( in lacs )
Start date Completion
date

• To be filled along with Clinical Ops

team
• Also Add projects that are carried
forward from 2016

Proprietary and confidential — do not distribute Abbott Healthcare Solutions March 22, 2024 31
MARKET RESEARCH PLAN 2019

Background
(Please set the business context/
background on the need for the
study)

Objective
(Please outline objective of the
study)

Doctor Category

Cost

Timelines
 Please fill in the quantities that
will sent out in every month
2018 IN CLINIC & OUTCLINIC SUMMARY
Quantity Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
per TBM
Samples

Brand
Reminder
Printed
Literature
Books

Journals

Conference

TTT

CMEs

Patient
support
Program
Value
( Rs Lacs)

Proprietary and confidential — do not distribute Abbott Healthcare Solutions March 22, 2024 33
 Indicate support required from
different functions e.g. Marketing
SUPPORT REQUIRED excellence, SFE, GA, PR, Medical,
Supply Chain, BD, etc.

Function Support required

Function 1

Function 2

Function 3

Proprietary and confidential — do not distribute Abbott Healthcare Solutions March 22, 2024 34
OUTLINE

• Executive summary

• Market overview

• Situation analysis : Customer Insights & SWOT

• 2019 Brand Strategy

• Financials
 SALES PHASING

2017 A 2018 LBE 2018 P

4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

2019
4 3 3.5 4 3 3.5 4 3 3.5 4 3 3.5
(Plan)
2018
2 1.8 2 3 2.3 2.2 1.9 2.1 2.2 2.3 1.8 2
(LBE)
2017
(Actual)

Proprietary and confidential — do not distribute Abbott Healthcare Solutions March 22, 2024 36
MEDIA PLAN 2019: BRAND
Value (Actual/ Expected), INR Lacs
Promotion type 2018 LBE 2019 Plan
No. of Value No. of Value
% Sal % Sal
Drs (Lacs) Drs (Lacs)
1. Sample
2. Brand reminders
3. Print
4. Books/ Journals
5. Conference TTT
6. CMEs
7. Patient Programs
8. Market research
9. Trade Promotion
Total Promo
Promo A:S %
Bonus
Bonus % to sales
Clinical studies
Clinical % to sales

Proprietary and confidential — do not distribute Abbott Healthcare Solutions March 22, 2024 37
 INVESTMENT AND INCREMENTAL SALES
Series 1 Series 2
2016 43.80
xpand Usage in CPs in
izziness 45.80 2
uild p/D in ENT 47.80 2
ew Launch 48.80 1.00
2017 Plan 48.80

To resize chart data range, drag lower right corner of range.

New launch
11%

Conferences
3%

ENT caampaign
8%

Expand CP base
Spend by Strategies
78%

Company Confidential
© 2013 Abbott 38
 Optional

ACCELERATION PLAN

Indicate topline Upside

Indicate additional support needed

Assumptions that justify the additional investment for delivering upside

Proprietary and confidential — do not distribute 39

 Optional

COST SAVING INITIATIVES

Summarise key cost savings initiatives with expected savings and

support required

Proprietary and confidential — do not distribute 40

POWERFUL SUMMARY CLOSING SLIDE

Proprietary and confidential — do not distribute 41

ANNEXURES
MICRO ANALYSIS - “RX AUDIT” 1 - Keep the trend starting from Mar- Jun
'15 till Mar- Jun '16
2- Highlight relevant Brand Group

Specialty wise - Product Gr% Vs Market Gr%

-80.0 -60.0 -40.0 -20.0 0.0 20.0 40.0 60.0 Comments:

-5.9 • XX
SPR
-15.3
-1.9
• YY
PSYCHIA -9.4
8.5
CONS PHY 31.3
-3.0
CARDIO -23.4
20.2
GP 36.8
-20.8
NEURO 22.2
A
AT
-6.9
CHEST -62.5

E D
Szetalo Gr%
T IV
Source : SMSRC Mar- Jun '15 vs Mar –June '14
A
TR
US
RX Response Share Trend and Gain/ loss
L
IL
NOV- FEB MAR - JUN JUL-OCT NOV-FEB ( % ) +/- in NOV-
( % ) +/- in MAR-
2013 2013 2013 2014 FEB'14 over
FEB'14 over
367 376 372 420 MAR-FEB'13 J-O' 13 N-F' 13
RPM 100.0 100.0 100.0 100.0 11 13 14

Brand 1 100.0 100.0 100.0 100.0 11 13 14

Brand 2 100.0 100.0 100.0 100.0 11 13 14

RX AUDIT, BRAND AND COMPETITION1highlight
- Keep 1 slide per specialty and
key inference
2 - Keep the trend starting from Mar-
Jun '15 till Mar- Jun '16
3- Highlight relevant Brand Group

GEN PHY : Rx RESPONSE SHARE TREND

NOV- FEB MAR - JUN JUL-OCT NOV-FEB ( % ) +/- in NOV-
( % ) +/- in MAR-
2013 2013 2013 2014 FEB'14 over
FEB'14 over
147 230 333 201 MAR-FEB'13 J-O' 13 N-F' 13
MEFENAMIC ACID + PARACETAM (L)100.0 100.0 100.0 100.0 121 -40 37

MEFTAGESIC-P SYR[BLUCRS-DIVN] 15.0 21.3 47.7 45.8 582 -42 318

MEFTAGESIC-DS SUSP[BLUCRS-DIVN] 19.0 20.9 39.3 31.3 764 -52 125
MEFTAGESIC SUSP[BLUCRS-EXCEL] 45.6 34.8 A
10.5 T 15.9 -34 -9 -52
LYSOFLAM SUSP[CACHET-D] 1.4 2.6 0.6D
A 4.0 -6 300 300
E
DOLOPAR-M SUSP[MICRO-NOVA] 12.2 12.6 TIV 2.0 83 -78
T RA
S
CENTAMOL PLUS SUSP[CENTAUR-SHAS]
IL LU 1.0

• Comments
Rxer for Brand, Market

A
DAT
E
T IV
A
TR
L US
IL

• Comments

Abbott Healthcare Solutions

 Keep trend of latest period Mar-
ANALGESIC / NSAID LIQUID : Jun '16 (over last 3 periods for all
relevant specialties) for CVM,
Rxer Base & Per Capita Rx LTL Brand and Competition

CONS PHY GP RURAL DOCTOR

NOV-FEB NOV-FEB NOV-FEB NOV-FEB NOV-FEB NOV-FEB
2013 2014 2013 2014 2013 2014
BASE PC BASE PC BASE PC BASE PC BASE PC BASE PC
ANALGESIC / NSAID LIQUID 64.2 4.3 64.1 3.9 80.3 3.8 81.0 3.8 85.3 5.8 81.6 6.0

PARACETAM OL (L) 44.2 2.7 41.8 2.8 56.4 2.2 56.4 2.3 54.4 2.9 51.7 3.1
CALPOL SUSP[GSK-ENTROPLS] 14.9 1.4 13.3 1.3 17.5 1.4 16.5 1.3 14.9 1.8 15.8 1.7
CROCIN SUSP[GSK CONS. HC] 11.2 1.2 11.9 1.1 14.7 1.2 12.2 1.3 4.2 2.3 3.9 1.8
P-250 SUSP[APEX Lab] 5.1 2.0 5.6 1.5 6.0 1.5 9.1 1.5 7.6 1.6 8.7 1.9
P-125 ORAL SUSP[APEX Lab] 3.8 1.5 5.8 1.2 4.7 1.1 5.4 1.1 5.9 2.0 6.9 1.9
CROCIN DS SUSP[GSK CONS. HC] 5.3 1.5 3.9 1.1 4.1 1.0 3.7 1.3 0.6 1.2 0.2 1.0
M ALIDENS DS SUSP[ABBOTT-AC] 0.2 1.0 0.1 12.6 A
0.3 0.9 0.5 2.8 0.2 1.0 0.4 1.0
M ALIDENS SUSP[ABBOTT-AC] 0.2 1.7 0.1
DAT
0.9 0.6 0.5 0.7 0.7 0.1 1.4
E
IBUPROFEN COM B (KT/ DT/ L) 32.8 2.3
T IV1.9
31.8 41.4 1.9 42.6 1.9 50.5 2.5 45.9 2.6
A 1.7
TR
IBUGESIC PLUS SUSP[CIPLA-SPECTRACARE]13.0 2.2 12.2 17.2 1.3 17.9 1.5 13.8 1.8 15.2 2.0

US
COM BIFLAM PAED SYR[SANOFAV-HERITAGE]7.3 1.9 7.9
1.5 11.4 1.6 11.4 1.4 13.2 1.8 10.9 1.9
FLEXON SUSP[ARISTO Ph-M F]
IL L
4.9 1.3 5.6 1.3 7.3 1.5 7.4 1.6 10.0 1.6 8.5 1.7
IBUCLIN JUNIOR TAB[DRL-INDURA] 2.9 1.1 3.8 1.1 4.3 1.2 3.3 1.3 8.6 2.4 8.3 2.2
IM OL SUSP[ZYD-FORTIZA] 2.0 1.5 2.3 0.9 2.3 1.4 2.1 0.7 4.0 1.0 2.7 1.2

PARACETAM OL DROPS (L) 11.6 1.5 11.1 1.7 14.5 1.2 14.5 1.2 18.2 1.7 19.0 1.7
CROCIN DROPS[GSK CONS. HC] 4.0 0.9 4.2 1.0 4.7 1.0 5.6 1.0 3.1 1.3 2.4 1.3
CALPOL DROPS[GSK-ENTROPLS] 1.8 1.1 2.6 0.8 4.9 1.0 4.1 0.8 4.4 1.5 5.4 1.6
P-125 DROPS[APEX Lab] 1.4 1.4 1.8 2.0 0.9 1.0 1.1 1.0 1.9 1.4 1.9 1.3
T-98 DROPS[M ANKIND PH] 1.1 1.6 1.2 0.9 1.2 1.2 0.9 1.9 4.4 1.8 4.2 2.0
PYRIGESIC DROPS[EAST INDIA-D] 0.9 0.8 0.3 0.6 1.0 1.7 1.4 0.9 0.8 1.3 1.7 1.3

• Comments

Abbott Healthcare Solutions March 22, 2024 47

COMPETITOR 1 DEEP DIVE Please populate this for top 2
specialities (or as relevant)

Brand: B/I/P/M/E/N
(What is priority of promotion in competitor
basket)

Speciality 1
Reach: Promo Spend (High/ Med/ Low) :
Visual Aid:
1.Indications:
(Which indication is the competitor focussed on. )

2.Key Message/Claim
(Which are the key messages that are being
communicated )
A
3. Reason to Believe DAT
E
(What is the competitor communicating to drive
T IV
believability of the message and how – Clinic trials, Data A
TR
US
in journals etc)

IL L
In Clinic - Key Inputs
(Highlight differentiated inputs )

Out Clinic: Key Initiative Details

(Highlight differentiated activity in terms of activity
details and also reach, USP, annual frequency)

Proprietary and confidential — do not distribute Abbott Healthcare Solutions March 22, 2024 48
TARGET CUSTOMER ACCESS ANALYSIS

Ability to Influence (Scale 0 – 10, 10=Highest)

Rating(Scale 0 – 4,
4 = Highest) Influenced Competitors
Target Customers Influences:
by: HCS
A B C
P. P. D.O.I.

A
DAT
E
T IV
A
TR
Strategic Conclusions: L US
1. IL
2.
3.

Competitors: Targeted Segments Critical Links are those which are rated H on Prescription Power
A: (PP) and/or on Degrees of Influence (DOI) criteria
B:
C:

Proprietary and confidential — do not distribute Abbott Healthcare Solutions March 22, 2024 49
 ATTRIBUTE MAPPING
Hot Zone Attributes Companies
Perceived 10
Positively 1. A.
Hot Zone
7
2. B.

4
3. C.

Neutral
0 4. D.
Zone
A
D AT
-4 E5.
T IV
A
S TR Strategic
-7
IL LU 6. Conclusions/Positio
ning
Perceived Not Zone
7.
Negatively -10
See next page.

8.

Comments: Pls share what the brand stands for , for different specialties

Proprietary and confidential — do not distribute Abbott Healthcare Solutions March 22, 2024 50
Patient Funnel, Target Segments, Customer/Patient Profiles
Target Market Segment

Dizziness with Nausea Vomiting, Anxiety

Indian Population 125 Cr
Target Patients with numbers

70 lacs middle to elderly patients of Dizziness

33% Prevalence 41Cr with Nausea-Vomiting of working class or Non
working class
45% - Access to
19 Cr A Customers
Target
Modern
Medicines DAT
E
Patients on Medicine 4.5 Cr T IV GP(50000) : Trade GPs (MBBS and Non
A MBBS)– Metro, Semi Metro and Class I, II
TR
L US Town

Patients on Anti 2.5 Cr

IL CP(16560) : Trade CPs - Metro, Semi Metro and
Dizziness / Vertigo Class I, II Town
Medicine ENT(6624) & Neuros(550): Trade ENTs –
Patients on Cinnarizine
+ Cinnarizine 1.76 Cr Metro and Class 1 Towns
combinations +
Prochlorperazine Patient Profile
Patients on Stemetil 1 Cr Middle to elderly OPD patients of Dizziness with
Nausea-Vomiting, & Anxiety mainly managed
by GP, CP & ENT

Source : Census 2011 and IMS ORG MAT Mar’14 Data

 Patient Funnel, Target Segments, Customer/Patient Profiles
Target Market Segment

Migraine Associated Vertigo

Indian Population 125 Cr
Target Patients with numbers

45% - Access to Migraine patients having associated symptoms

Modern
56 Cr of MAV/ Vertigo
Medicines

15% Prevalence of Migraine 8 Cr A Customers

Target
DAT
E
Patients who seek
6 Cr T IV ENT(6624) & Neuros(550): Trade ENTs –
medication on Migraine A Metro and Class 1 Towns
TR
L US Patient Profile
Patients who adhere to 3 Cr
IL
medication Young – Old age OPD patients of Migraine with
associated Dizziness /Nausea-Vomiting ,
Anxiety mainly managed by ENT & Neuro
Patients with MAV 0.9 Cr

Success Rate of 30% 0.27 Cr

Patients on Stemetil 1 Cr

Source : Census 2011 and IMS ORG MAT Mar’14 Data

BRAND POSITIONING ( DIRECT TO CONSUMER)

To Healthy Proactive Preventers, 25-40, who want to do as much

for the health of their mouth as they can
Listerine is Germ Killing Mouth-wash Brand
the … A TA
V ED
That… Gives you the ‘Confidence’
A TIof a Cleaner healthier mouth
S TR
Because Trusted to Kill theLU
germs that cause the evil gingivitis
Listerine is IL
Respected by dental professionals because it has been clinically
proven to be 345 more effective than brushing and flossing
alone

53
Proprietary and confidential — do not distribute