Slide 1: ??? ???? ?????? ?????? Slide 2: LIPOMAX atorvastatin calcium Marketing plan Ahmed Radwan
J1 (North Jeddah) Slide 3: Content - Market overview.
- SWOT Analysis.
Budget. Slide 4: Market overview Atorvastatin molecules sells by 228,686,596 S.R.
Pfizer’s expect to lose 25,000,000 $ of Lipitor sales in first year.
Astatin which is first generic distributed in the market sell in first quarter 6,000,000 S.R.(2,500,000 S.R. LPO + 3,500,000 S.R. Private). Atorvastatin quarters 2007 : Atorvastatin quarters 2007 N.B.:
lipitor losses 4% MS in last quarter.
LPO: Astatin takes 7% MS from Lipitor.
Private: Lipitor losses 32% MS(20% Astatin + 12% atorva). bSlide 18 Slide 6: 2 1 3 LIPOMAX Mission: Market leader in atorvastatin generics. Slide 7: Objective: - Achieve 20% MS by end of fourth quarter.
- First year sales of 140,000 boxes.
- Lipomax sells by 20,000,000 S.R.
- 100% awareness amongst all targeting physicians. Orders Rx Slide 9: External
Opportunities & Threats Internal
Strengths & Weaknesses Knowing the needs & wants of customers
- Building a strategy to serve customers Slide 10: INTERNAL FACTORS Slide 11: 1)People Actions:
1- PERFORMANCE FRONTIER course.
2- ABCD incentive scheme.
3-Foucsing with Lipomax.
5- Star program. (growth) institution Slide 12: 2)Product Actions:
2- A.V. action 2\med rep\month.
3- Cooperation in first with OLMETEC team.
4- Bounce scheme. Slide 13: 3)Programs Deals.
PERFORMANCE FRONTIER course. Slide 14: EXTERNAL FACTORS Slide 15: 1)Customers Slide 16: A)Physician Actions:
1- A.V. action Japanese Quality.
2-Cooperation in first with Olmetec team (specially in any services).
3-Coverge all doctors (awareness for all).
4- Arrange visits to the Factory for the KOL’s physicians.
5- Focus on the quality and affordable price. Slide 17: B)Pharmacists Actions:
1- A.V. action Japanese Quality.
2-SPP for Lipomax alone.
3-Enlisting in hospitals and making deals (INSURANCE).
4- Arrange visits to the Factory for the KOL’s Pharmacists.
5- Focus on the quality and affordable price. Slide 18: C)Patient Relationship marketing.
Using patients healthcare educational tools. Slide 19: 2)Competitors Actions:
1-SPP for Lipomax alone.
2-Enlisting in hospitals and making deals (INSURANCE).
3- Deals with hospitals and polyclinics.
4- Clinical trials.
5-Stock pressure in potential centers. Slide 20: 2)Climate Slide 21: STRATEGIES Targeting: all the cardiologists, internists and Gps in KSA are the target customers and also Pharmacists.
Positioning: Lipomax is the top quality atorvastatin with Japanese technology plus affordable price.
Pricing: Lipomax 10mg = 92.25 S.R.
Lipomax 20mg =147.70 S.R.
Lipomax 40mg =159.90 S.R.
Marketing Activities: advertising campaign to build brand awareness and to differentiate the product from other competitors. DIFFERENTIATION : DIFFERENTIATION The act of designing a set of meaningful differences to distinguish SAJA offering from other competitor offering.
This could be achieved through:
Lipomax Japanese philosophy which gives confidence and power.
Personal differentiation: better trained people and knowledgeable people than other generics.
Service differentiation: Our SAJA offer is not just atorvastatin generic, it’s the all value that we add to our customers; quality product; trained people; presentations, perfect relationship with customers and scientific support.
Price and bonus. Slide 23: TACTICS Heavy promotion to target customers (doctors and pharmacists), field visits to top dr. prescribe Lipomax.
Right target and right message. (field visits)
Enlist in hospitals and making deals
Each Med. Rep. Make a list for top 30 dr. for each area. (frontier )
Clinical trials 30 dr.\Med. Rep. (30 pts.) Slide 24: -Every medical rep will be asked to make 2 A.V. meeting every month.
-Regular feed back.
-Brochures that will be presented during the sales calls; firstly the brochure will contain brief data about the product comparing it with atorvastatin brand, after that flyers contain selling points & all powerful studies .
-Branded gifts will be presented to the all targeting doctors reminding them of the drug. Slide 25: Metrics
1-Achievement of the sales target:
1’st quarter 15%
2-Achieve 20% market share by value.
3-Introducing Lipomax in health insurance.
4-A.V. action\month. Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Phase 1 Phase 4 Phase 3 Phase 2 Budgeting : Budgeting q Marketing activities: 600,000 S.R.
q Brochures: 22,500 S.R.
q Sponsorship: 300,000 S.R.
q Rep lead A.V. meetings: 250,000 S.R.
q Gifts: 22,500 S.R.
q TOTAL: 1,200,000 S.R. Slide 27: Small things makes Big differences. Slide 28: THANK YOU Slide 29: lipitor sales b TARGET CUSTOMERS : TARGET CUSTOMERS Int., GPs& Card. b 1-PERFORMANCE FRONTIER FIELD OBSERVATIONS : 1-PERFORMANCE FRONTIER FIELD OBSERVATIONS Observations:
Overall, Performance Frontier rep. exhibit more than double the instances of key skills/knowledge, and the quality is better (not mechanical).
Key Ratios-Performance Frontier vs. Average
8 to 1 taking call notes
5 to 1 problem solver
4 to1 probing skills
3 to 1 developing relationships
2 to1 excellent communicator Slide 32: Step1 - Identify the customer’s current position on the treatment adoption life Cycle for product: Step 2 – Identify key information about the
customer’s current treatment paradigm Step 3-Identify the customer’s
thinking preference. b Step 4-
Feedback Slide 33: ABCD Incentive: A B C D MS SALES GROWTH bSlide 9 Slide 34: ROXONIN 60mg AIRTAL 100mg Slide 35: CLAREX AZOMAX 250mg JOSAXIN 500mg Slide 36: OMPREX PANTOMAX Slide 37: OMNIC FLOXACIN Slide 38: OMETEC AMOPRESS SIMVATEN LIPOMAX Slide 39: ITRAZOL 100mg Slide 16b