Dispercam Marketing Plan

DISPERCAM
Marketing Plan for 2011 @AXTantawy
1
Over-view
Market Place
Step 1: Situation BCG matrix
analysis POD vs. POP
SWOT analysis
Target segment selection

Step 2: Market
Agenda
by AbdelRhman Tantawy
TOWS Matrix || actions
Strategy Positioning || Battle of minds
Objective
Step 3:
Physician
Communications Hospital
MIX Direct consumer
2
Step 1
SITUATION ANALYSIS
Where are we ?
3
Over-view
Dispercam is a NSAID contain Piroxicam + Dispersible tablet
The main usage as anti-rheumatic , anti-inflammatory and analgesic
Unit market leader
anti-rheumatic
, anti-
Piroxicam Dispersible DISPERCAM
inflammatory
and analgesic
4
Market Place || IMS data analysis
others
14%
Feldene
Unites 41%
Dispercam
45%
5
Market Place || IMS data analysis
Soral supp others
6% 2%
Dispercam
LE sales 27%
Feldene
65%
6
That is Only the Piroxicam Market
7
What about the rest of NSAID ?
8
NSAID market
Oral Supp
Cataflam 50 Profined
Olfen Voltarin 100
Catafast Dolphin
Brufen
Celebrix
AMP
Voltarin
Cataflam
Olfen
Feldene 10%
9
Big competition
10
Market Place || IMS Data
Feldene
NSAID Piroxicam
Dispercam
11
Market Place || Competitive Analysis
Primary :
Feldene : Original and the heavy support by Pfizer
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.
12
DISPERCAM + BCG matrix
High
Market Growth Rate
low
High low
Relative market share 13

DISPERCAM + BCG matrix
High
Market Growth Rate
low
High low
Relative market share 14

DISPERCAM + Product life cycle
We reach maturity and
competition will elevate decline
rate
15
DISPERCAM + Product life cycle
We reach maturity and
competition will elevate decline
rate
16
POD vs POP
17
POD vs. POP : Primary
POD-Dispercam POP POD-Feldene
Sheep Safe Premium
Powerful brand Fast F-Flash
Ortho More activities
Selective COX-II
No ulcers
18
POD vs. POP : Secondary
POD-Piroxicam POP POD-NSAIDs
Safe NSAID Fast
Branded in Ortho Scale of D.F.
COX-II selective
No ulcers
19
DISPERCAM + SWOT analysis
Strength Weakness
Opportunity Safe Less sales activities
Fast Supp.
Sheep
Well known brand
Threats Market growth Current competition

Diclofenac shifting Heavy sales activities
Safety awareness
20
Step 2
MARKET STRATEGY
Planning
21
Dispercam USPs
Safety (Selective COX-II)

Cost
Dispersible
Longer duration on action (t )
Availability
Multi-dosage form (Tablet , Amp and supp)
22
DISPERCAM + Ansoffs Grids
Current Products New Products
Market Penetration Product Development

Current
Market
Strategy Strategy
Markets
Market Development Diversification Strategy

New
Strategy
23
DISPERCAM + Ansoffs Grids
Current Products New Products
Market Penetration Product Development

Current
Market
Strategy Strategy
Markets
Market Development Diversification Strategy

New
Strategy
24
TOWS Matrix
Strength Weakness
Safe Less sales activities
Fast Supp.
cheap
Well known brand
Opportunity Market Penetration Long turn activities
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
25
Positioning
26
We will process with two type of positioning
27
Ortho. positioning
28
Ortho. positioning
Supp. positioning
29
1st
ORTHO POSITIONING
30
The Situation
31
The situation
Due to market size and current situation (life cycle, BCG and Ansoffs
Grids) , we have two ways to penetrate the market :
32
The situation
1st: New indication or segment 2nd: focus on current market
33
The situation
1st: New indication or segment 2nd: focus on current market
Due to NSAID market size we recommend 2nd way for branding
34
Focus
35
Physician Ortho Doctors
The analgesic and anti-
inflammatory is the most
proscribed drug in ortho Rx.
36
Ortho Doctors prefer Piroxicam
Amp and Diclofenac Tab
t(1/2) = 72 hours
Amp tablet
37
Doctor need one name with
multi-dosage form to easily
complete the his Rx.
We have it ,, lets work on it
38
2nd
SUPP POSITIONING
39
Supp
Supp market share are almost not
significant
40
Supp
Supp market share are almost not We need to focus on supp. As
significant individual product
41
Step 3
COMMUNICATIONS MIX
actions
42
Objectives
Position Dispercam as
Elevate market share Brand name reminding
choice no,1 in Ortho Rx
Shifting from other Supp market
NSAID penetration
43
Target Segments
Dispercam
Direct
Physician
consumer
AMP + Tablet Supp AMP + Tablet Supp
Ortho Pediatric Bone pain Pediatric
General Hospitalized analgesic
44
Target Segments
Dispercam
Direct
Physician
consumer
AMP + Tablet Supp AMP + Tablet Supp
Ortho Pediatric Ortho Pediatric
General Hospitalized Direct consumer
45
2011 Campaigns
3. Direct
1. Ortho 2. Hospital
consumer
46
1.
ORTHO
47
Creative idea Generation
Dispercam is no.1 between Piroxicam (unite sales)
Piroxicam is the drug of choice for Ortho
48
DISPERCAM
Choice no.1
Between Bone Analgesics*
49
6
5
5
4
3
3
2
2
1
1
0
Asprin NSAID COX-II Dispercam
competitors
50
HOW ??
51
Creative idea Generation
Lets celebrate
Thanks for segmentation and positioning
52
Promotion materials
Event, Group
Printing materials Giveaways
meeting
Special edition free
Extra Bonus
samples
*Campaign theme and visuals will be provided in IMC plan 53

Promotion materials
Only
No.1
Physician
campaign
specialized in
target
Ortho
54
Key Activities
TOP 100 KOLs

Speaker Tour
Group meeting
Congress
Nurses motivation giveaways

2.
HOSPITALS
56
Objective
Awareness about the

Dispercam Brand name
advantage other NSAID.
Graving.
(competitive shift)
Motivate Dispercam Rx
57
Strategy
Hospital
1. Doctors 2. Nurses
58
Creative Idea Generation
59
The Most powerful selling point is it is a selective COX-II Inhibitor
60
Too old,,, but effective
61
Lets re-run this campaign again
62
But in a new creative way

3.
DIRECT CONSUMER CAMPAIGN
64
What we need in our campaign?
65
Creative
66
Simple
Creative
67
Creative
Simple
Into the point
68
What we have ?
69
Powerful
70
Safe
Powerful
71
Powerful
Safe
Economic
72
CREATIVE IDEA GENERATION
73
DISPERCAM
The Choice
Powerful , Safe and Economic
74
Thanks
ax.tantawy@gmail.com
75

Dispercam Marketing Plan

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Dispercam Marketing Plan

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DISPERCAM

Marketing Plan for 2011 @AXTantawy

Target segment selection

Relative market share 13

Relative market share 14

Opportunity Safe Less sales activities

Threats Market growth Current competition

Safety (Selective COX-II)

Current Products New Products

Market Penetration Product Development

Market Development Diversification Strategy

Current Products New Products

Market Penetration Product Development

Market Development Diversification Strategy

Opportunity Market Penetration Long turn activities

Threats Focus on B class Maintain specialty

Due to NSAID market size we recommend 2nd way for branding

We have it ,, lets work on it

Ortho Pediatric Bone pain Pediatric

General Hospitalized analgesic

Ortho Pediatric Ortho Pediatric

General Hospitalized Direct consumer

*Campaign theme and visuals will be provided in IMC plan 53

TOP 100 KOLs

*Campaign theme and visuals will be provided in IMC plan 55

Awareness about the

*Campaign theme and visuals will be provided in IMC plan 63

DIRECT CONSUMER CAMPAIGN

Into the point

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