DISPERCAM, Marketing Plan for 2011
Markeiting & IMC plan for pharmaceutical product. using modern and emotional communication concept can be used for direct marketing by medical reps.
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4. Over-view
• Dispercam is a NSAID contain Piroxicam + Dispersible tablet
• The main usage as anti-rheumatic , anti-inflammatory and analgesic
• Unit market leader
by AbdelRhman Tantawy
anti-rheumatic
, anti-
Piroxicam Dispersible DISPERCAM
inflammatory
and analgesic
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5. Market Place || IMS data analysis
others
14%
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Feldene
Unites 41%
Dispercam
45%
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6. Market Place || IMS data analysis
Soral supp others
6% 2%
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Dispercam
LE sales 27%
Feldene
65%
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7. That is Only the Piroxicam Market
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11. Market Place || IMS Data
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Feldene
NSAID Piroxicam
Dispercam
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12. Market Place || Competitive Analysis
• Primary :
• Feldene : Original and the heavy support by Pfizer
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• Secondary :
• Voltaren: the no.1 AMP in Egypt
• Profined : Supp. no.1 in Hospital and prescription
• Cataflam : no.1 tablet
• Brufen: his safety add advantage .. But not in tablet (syrup only)
• Dolphin: recommended OTC product as a supp.
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13. DISPERCAM + BCG matrix
High
Market Growth Rate
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low
High low
Relative market share 13
14. DISPERCAM + BCG matrix
High
Market Growth Rate
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low
High low
Relative market share 14
15. DISPERCAM + Product life cycle
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We reach maturity and
competition will elevate decline
rate
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16. DISPERCAM + Product life cycle
by AbdelRhman Tantawy
We reach maturity and
competition will elevate decline
rate
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18. POD vs. POP : Primary
by AbdelRhman Tantawy
POD-Dispercam POP POD-Feldene
Sheep Safe Premium
Powerful brand Fast F-Flash
Ortho More activities
Selective COX-II
No ulcers
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19. POD vs. POP : Secondary
by AbdelRhman Tantawy
POD-Piroxicam POP POD-NSAIDs
Safe NSAID Fast
Branded in Ortho Scale of D.F.
COX-II selective
No ulcers
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20. DISPERCAM + SWOT analysis
Strength Weakness
Opportunity Safe Less sales activities
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Fast Supp.
Sheep
Well known brand
Threats Market growth Current competition
Diclofenac shifting Heavy sales activities
Safety awareness
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22. Dispercam USPs
• Safety (Selective COX-II)
• Cost
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• Dispersible
• Longer duration on action (t ½ )
• Availability
• Multi-dosage form (Tablet , Amp and supp)
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23. DISPERCAM + Ansoff’s Grids
Current Products New Products
Market Penetration Product Development
Current
Market
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Strategy Strategy
Markets
Market Development Diversification Strategy
New
Strategy
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24. DISPERCAM + Ansoff’s Grids
Current Products New Products
Market Penetration Product Development
Current
Market
by AbdelRhman Tantawy
Strategy Strategy
Markets
Market Development Diversification Strategy
New
Strategy
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25. TOWS Matrix
Strength Weakness
Safe Less sales activities
Fast Supp.
cheap
Well known brand
Opportunity Market Penetration Long turn activities
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Market Growth Focusing Support supp.
Diclofenac shifting
Competitive shift Branding
Safety awareness
Threats Focus on B class Maintain specialty
Current competition New product
Heavy sales activities
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32. The situation
• Due to market size and current situation (life cycle, BCG and Ansoff’s
Grids) , we have two ways to penetrate the market :
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33. The situation
• Due to market size and current situation (life cycle, BCG and Ansoff’s
Grids) , we have two ways to penetrate the market :
by AbdelRhman Tantawy
1st: New indication or segment 2nd: focus on current market
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34. The situation
• Due to market size and current situation (life cycle, BCG and Ansoff’s
Grids) , we have two ways to penetrate the market :
by AbdelRhman Tantawy
1st: New indication or segment 2nd: focus on current market
• Due to NSAID market size we recommend 2nd way for branding
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38. Physician – Ortho Doctors
by AbdelRhman Tantawy
Doctor need one name with
multi-dosage form to easily
complete the his Rx.
We have it ,, lets work on it
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43. Objectives
Position Dispercam as
Elevate market share Brand name reminding
choice no,1 in Ortho Rx
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Shifting from other Supp market
NSAID penetration
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44. Target Segments
Dispercam
Direct
Physician
consumer
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AMP + Tablet Supp AMP + Tablet Supp
Ortho Pediatric Bone pain Pediatric
General Hospitalized analgesic
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45. Target Segments
Dispercam
Direct
Physician
consumer
by AbdelRhman Tantawy
AMP + Tablet Supp AMP + Tablet Supp
Ortho Pediatric Ortho Pediatric
General Hospitalized Direct consumer
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46. 2011 Campaigns
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3. Direct
1. Ortho 2. Hospital
consumer
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52. Creative idea Generation
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Lets celebrate
Thanks for segmentation and positioning
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53. Promotion materials
Event, Group
Printing materials Giveaways
meeting
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Special edition free
Extra Bonus
samples
*Campaign theme and visuals will be provided in IMC plan 53
54. Promotion materials
by AbdelRhman Tantawy
Only
No.1
Physician
campaign
specialized in
target
Ortho
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55. Key Activities
TOP 100 KOLs
Speaker Tour
Group meeting
Congress
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Nurses motivation giveaways
*Campaign theme and visuals will be provided in IMC plan 55
57. Objective
Awareness about the
Dispercam Brand name
advantage other NSAID.
Graving.
(competitive shift)
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Motivate Dispercam Rx
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