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Building Mega

{ BrandsThe Role of ABM

Mega Brands
Men age and perish,
buildings get dilapidated,
machines wear out,
what live on are BRANDS

Lets have some brand


guessing
Exercise !!!!!!!!!!!!

What are the strongest brands?

IPM MEGA BRANDS


TOP 300 Brands Contribute 30.4% to
IPM
1st Brand is Valued at INR 407.5 Cr
300th Brand is valued at INR 43.5 Cr

Top 10 Pharma Global


brands

GLOBAL MEGA BRANDS


BRAN COMPAN VALU
D
Y
E
Humira
Remiced
Enbrel

Abbott
J&J
Amgen

11.5
9.9
8.8

Seretide

GSK
Otsuka/
BMS

Abilify
Mabther
a
Lantus
Crestor
Avastin
Hercepti
n

INGREDIENT

Bil USD
INDICATI
ON

8.3

Adalimumba
Infliximab
Etanercept
Fluticazone +
Salmeterol

RA
RA
RA
COPD

Aripiprazole

Antipsycotic

Roche
Sanof
Astra
Roche

7.4
7.3
6.8
6.6

Rituximab
Insulin
Rozuvastatin
Bevacizumab

NHL
Diabetes
Dislipidemia
CA Lungs

Roche

6.4

Trastuzumab

CA Brest

Top 10 brands
Values in Crores
RAN

MAT Val

BRAND

COMPANY

IPM

78010

88948

14.0

MIXTARD

NOVO NORDISK

346

400

15.7

AUGMENTIN

GSK

254

330

29.9

USV LTD
ARISTO
PFIZER LTD
PFIZER LTD
SANOFI
ALKEM
FRANCO INDIAN

238
223
228
230

302
277
253
235

26.9
24.4
11.1
1.9

175

230

31.3

GLYCOMET GP
MONOCEF
BECOSULES
COREX
LANTUS
CLAVAM
DEXORANGE

210
178

225
213

7.1
19.6

10

VOLINI

RANBAXY

225

210

-6.8

K
MAT

4
5
6
7
8

MAY 14 MAY 15 (GR%)

Zydus Mega brands


Values in Crores
RANK
BRAND
MAT
IPM
17
SKINLITE
68
ATORVA
70
MIFEGEST KIT
89
DERIPHYLLIN
99
PANTODAC
157
AMLODAC
185
ATEN
220
AMPILOX
223
FALCIGO
231
PRIMOLUT N
266
ZYROP
267
DEXONA

MAY 14
78010
149.8
95.6
120.0
93.3
91.5
70.9
74.8
54.2
50.7
49.9
51.5
68.0

MAT Val
MAY 15
88948
186.4
117.6
115.3
98.6
93.1
69.1
62.3
55.2
54.5
53.4
48.7
48.4

(GR%)
14.0
24.5
23.0
-3.9
5.6
1.7
-2.5
-16.7
1.9
7.5
6.8
-5.4
-28.8

Brands value diff.


Values in Crores
RAN
K
MAT
10
20
30
50
100
150
200
250
300

BRAND

COMPANY

IPM

FRANCO INDIAN
PHARMACEUTICALS PVT
DEXORANGE
LTD
MSD PHARMACEUTICALS
JANUMET
PRIVATE LTD.
THYRONORM
ABBOTT INDIA LTD.
RANBAXY LABORATORIES
ROSUVAS
LTD
ELECTRAL POWDER
FDC LTD.
ENTEROGERMINA
SANOFI INDIA LTD.
GLENMARK
ZITAMET
PHARMACEUTICALS LTD.
SUN PHARMA
URSOCOL
LABORATORIES LTD.
CADILA PHARMACEUTICALS
CALCIROL
LTD

MAT Val
MAR MAR
(GR%)
14
15
76542 86410
12.9
.3
.3
176.9

205.6

16.2

89.8
106.9

172.3
152.7

91.9
42.9

93.8
62.3
58.4

129.0
90.4
69.6

37.6
45.1
19.2

18.6

58.0

211.6

46.8

49.3

5.5

33.9

43.5

28.4

For the American Marketing Association (AMA), a brand


is a name, term, sign, symbol, or design, or a
combination of them, intended to identify the goods
and services of one seller or group of sellers and to
differentiate them from those of competition.

These different components of a brand that identify and


differentiate it are brand elements.

Many practicing managers refer to a brand as more


than that as something that has actually created a
certain amount of awareness, reputation, prominence,
and so on in the marketplace.

We can make a distinction between the AMA definition


of
a brand with a small b and the industrys concept of
a Brand with a capital b.

Brands vs. Products

A product is anything we can offer to a


market for attention, acquisition, use, or
consumption that might satisfy a need or
want.

A product may be a physical good, a service,


a retail outlet, a person, an organization, a
place, or even an idea.

Brand vs. Product

1.23

A brand is therefore more than a product,


as it can have dimensions that
differentiate it in some way from
other products designed
to satisfy the
same need.

What makes a Brand click?


Good product
Good Marketing plan
Good field force. i.e B.Os
Good Distribution
GOOD and EFFECTIVE TEAM LEADERS

What can good leaders do?

Good leaders realize the characteristics


of a Mega Brand and help their teams
visualize the same.

. . . At t i t u d e

made this

possible

with 100% performance

What are the characteristics of a Mega Brand?

They dominate their segment


Drive the market- herald new trends
Have a large user base

The making of a Mega Brand- Your Role

M- Maximize Vision: Think big!


EExpand User Base
G- Growth is in the mind first
A- Activities drive business

Key factor
which will help us ..

Build Mega Brands

The difference between


failure

&

success

is doing a thing nearly right


and doing a thing exactly right
-Edward Simmons

DELIVERING

100%
Performance

Brand Focus

Planning

Right implementation of inputs to right doctors


Right frequency of visit to targeted Dr
Minimize missed call
Continuous monitoring of retailers
Quick reactions

Implementation

Selecting the right molecules, right therapies


Training,
Product/Market knowledge
Target Customer (Dr / retail) List
Ensure retail availability

Passion to succeed

The making of a Mega Brand- Your Role

Expand user base


RCPA
Super Core doctor visits
Institutions

The making of a Mega Brand- Your Role

Sales Planning

Break down big numbers into smaller,


comprehensible numbers!
Talk in terms of prescriptions and prescribers,
not boxes and lacs!
Help BO plan sales! Usually existing brands are
planned passively!
Use brand extensions to increase Brand
strength

The making of a Mega Brand- Your Role

Create a passion for the brand


Create a sense of belonging and a sense of
prestige
Create healthy internal competition
Aim big!

The making of a Mega Brand- Your Role

Demonstrate
Helps boost BO morale
Helps train BO on Product Knowledge &
objection handling
Sets example
Forces you to remain updated

DELIVERING

100%

Prescription Focus
Prescriber
base

FOCUS

Doctor brand
matching

Improve
Prescription
intensity (per
capita)

Non
prescriber
identification

Performance

DELIVERING

100%
Performance

Activities Focus

Activity
Implementation

Doctors Coverage
Call Average
Core call Planning
POB

Initiatives to Build a Mega Brand

Self Improvement Initiative

Improve customer contact , coverage & conversion


Develop faster and accurate competitor activity
knowledge

Team Building

Leadership

Assertiveness

Energizing people

Skill of Data analysis and Interpretation

Winning Attitude

Initiatives to Build a Mega Brand

Increasing marketing activities in Field

Greater Customer coverage


More CMEs
More innovative campaigns
More interactive communication campaigns with
Doctors

DELIVERING

100%
Performance

SPEED

in implementing

activities
in decision making
in reacting to
competitors
in responding to
customers

The making of a Mega Brand- Your Role

Keep the interest alive


Product updates
Internal competitions
Activities

The making of a Mega Brand- Your Role

Train your team to look out- history is history!

Make RCPA a habit- for existing brands this is taken


for granted
Keep looking for new users
Remember- Experience is the best evidence

DELIVERING

100%

Drivers for growth : 100% FOCUS on-

D
N
A
R
B

Activity
Focus

EG

Performance

Brand
Focus

Prescription
Focus

Speed
Focus

DELIVERING

100%

Drivers for growth : 100% FOCUS on-

ON
I
L
L
I

Activity
Focus

Performance

Prescription
Focus
Brand
Focus

Speed
Focus

Performance Score Card


Marketing Parameter
External

Indicators

Internal

Indicators

Sustained increase of
Market Share through a
process of increasing
Prescription Share

Financial Parameter

Sustained increase of
profts

What are the lessons?

Think Big!
Look at the market potential!
Focus the energies of your team members in the right
direction!
Provide distribution support
As a leader, look beyond the obvious!
Establish Effective Control Systems

Let us all commit to Building Mega


Brands in our Career in the
Pharma Industry

All the very best for

DELIVERING

100%
Performance in
Building Mega Brands