Brand Plan

On
SALBUTAMOL + AMBROXOL + GUAIFENESIN

Presented By
7 July 2014 Animesh Amal 1
 Kriya Pharmaceuticals
We make lives healthier

KOF- FREE
SALBUTAMOL + AMBROXOL +
GUAIFENESIN

7 July 2014 2
 Vision

We aspire to be the best

pharmaceutical company through the
creation of customer value and
satisfaction.

7 July 2014 3
 Mission
We are a company that is continually
striving for success. Our goal is to
operate worldwide to provide
meaningful benefits to our
customers, stakeholders, employees
and the society.

7 July 2014 4
 EXECUTIVE SUMMARY
This report deals with the launch of brand plan for Salbutamol +
Ambroxol + Guaifenesin
(Brand name : KOF- FREE)
The target customers for this product will be Paediatricians,
Chest specialist (TB), CPs & GPs.
The growth of Salbutamol + Ambroxol + Guaifenesin (Syrup) is
6.57% & total market is of 18.97 crores (MAT Val Jan 13 )
The market leader is Respira of Geno Pharma with Market share
of 55% (MAT Val Jan 13)
KOF- FREE sales at the launch year is projected to be 20.21 Lakh
The promotional inputs consists of Brand reminders, Visual aid,
LBLs, Samples and Posters
Aggressive Promotion with scientific materials and activities can
help to fulfil the objective of attaining the target.

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TOTAL MARKET AND AVAILABLE DOSAGE FORM
AS PER MAT JAN 2013 DATA

Market Market Size Market Growth

Total market of 24.89 Cr 3.49%
SALBUTAMOL +
AMBROXOL +
GUAIFENESIN
SALBUTAMOL + 18.97 Cr 6.57%
AMBROXOL +
Liquid Dosage form
GUAIFENESIN (Syrup)

100
ml

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 MAT
Brand Company Growth MS

RESPIRA GENO PHARMACEUTICALS 17.97% 55%

INSTARYL P AGLOWMED PHARMACEUTICALS -11.91% 11%

BRODIL VANGUARD THERAPEUTICS 0% 11%

COSCORIL BIOLOGICAL E LTD -2.70% 7%

C.R.M.S PHARMED LTD 8.57% 6%

KUFRIL MED MANOR ORGANICS -10% 5%

AMBRIL PLUS MANEESH PHARMACEUTICALS 210% 2%

CORIMINIC X WANBURY LTD -21% 1%

Total Market of Syrup-

Market Growth- 6.57%
18.97 Cr
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 Indication
Bronchitis
Bronchial Asthma
COPD
RTI

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 DOSAGE
MODE OF ADMINISTRATION
Syrup for Oral Administration
KOF- FREE is usually given 3-4
times a day in the following doses:
Adults- 5-10 ml (Directed by
physician)
Not recommended for children
below 2 years.
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 Product Launch

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PRODUCT PRESENTATION (Shipper
Size)

25 Bottles 25 Bottles
25
Bottl 25*4=100
es Bottles

25 Bottles 25 Bottles

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 STORAGE INDICATIONS
Stored in well
closed amber
colored bottle or
PET bottle.
Contains
carmoisine and
sunset yellow
FCF as colorants.

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 ORG ANALYSIS- MARKET
ANALYSIS
AS PER MAT JAN 2013 DATA

TOTAL PHARMA MARKET 69,000 cr 8-9%

TOTAL COUGH PREPARATION MARKET 1,934 cr 15%

SALBUTAMOL + AMBROXOL + 24.89 cr 3.49%

GUAIFENESIN

SALBUTAMOL + AMBROXOL + 18.97 cr 6.57%

GUAIFENESIN
(Syrup)

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 Competitors
Brand Company Price Growth MS

15.04
RESPIRA GENO PHARMACEUTICALS 17.97% 55%
AGLOWMED 35.60
INSTARYL P PHARMACEUTICALS -11.91% 11%
47.79
BRODIL VANGUARD THERAPEUTICS 0% 11%
52.40
COSCORIL BIOLOGICAL E LTD -2.70% 7%
49.50
C.R.M.S PHARMED LTD 8.57% 6%
59.00
KUFRIL MED MANOR ORGANICS -10% 5%
54.50
AMBRIL PLUS MANEESH PHARMACEUTICALS 210% 2%
57.50
CORIMINIC X WANBURY LTD -21% 1%
7 July 2014 14
 PRESCRIPTION ANALYSIS
AS PER MAT JAN 2013 DATA

DOCTORS RX/D/M

Paediatrician 19

Consulting
Physician 18

General
Practitioner 15

Chest
Physician 19

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 SWOT ANALYSIS

Induces
Second largest drowsiness
therapeutic

Weaknesses
segment Seasonal
Strengths

pattern

Rapid M.O.A
Combination
therapy
Limited
product
portfolio
Falls under
acute care

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 SWOT ANALYSIS

6.57%
Opportunities Market Addiction
Growth

Threats
Misuse

Does not
fall under Competitor
DPCO s

Other
combinatio
n brands
7 July 2014 17
 OBJECTIVE: SHORT TERM AND
LONG TERM
Short term: To achieve 1.00% market
share in the year of launch.
Long term: To be in the Top 5 brands
of cough preparation market by 2020.

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 MARKET SEGMENTATION
PAN INDIA

Metro Cities

Class 1 Cities

Class 2 Cities

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 TARGET AREAS AND
CUSTOMERS
Target areas- PAN India, majorly focusing
on metro cities.
Target customers:
Paediatricians
Chest specialists (TB)
Consulting physician
General practitioner

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 DOCTOR CLASSIFICATION
Total Doctor- 150/MR
DOCTOR BREAK UP VIP
DOCTORS
Chest TB 10 5

CP 35 20

PD 35 20

GP 70 45

TOTAL 150 90
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 FIELD FORCE PLANNING
Sales Force
Planning MR Working Days Call/Day Call /Month
Assumptions 1 24 10 240
200 24 10 48000

Dr Call to Calls to
Classification Dr/MR Dr/Month Dr/Month Dr Total
Class A 90 2 180 36000
Class B 60 1 60 12000

Total 150 240 48000

Dr by Class A Calls to
Specialty Dr/MR class B Dr/Month Dr Total
General 45 90
Physician 70 25 25 115
20 40
pedia 35 15 15 55
20 40
Physician 35 15 15 55
7 July 2014 22 15 =
 PRICING
Product out of price control MRP 25

Vat (5%) 1.25

ED (6%+3%) 2.09

Discount to retailer 25% 5.413813

Price to retailer 16.24144

Discount to stockist 10% 1.624144

Price to stockist (NRV) 14.63

Company margin 78% 11.4114

Basic Cost 3.2186

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 Visual Aid

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 Communication
Doctor I am (first name only) from Kriya
Pharmaceuticals.
Doctor here is the season of cough, dont let your
patient suffer, let them enjoy monsoon.
For better breathing of your patient please Rx KOF-
FREE better day long ACTION.
Which contains SALBUTAMOL 1mg + AMBROXOL
15mg + GUAIFENESIN 50mg. And it comes with
Mango flavor and packed in HDPET bottle.
Doctor for your patients suffering from Bronchitis,
Bronchial Asthma, COPD, RTI, seeking your valuable
prescription support for KOF- FREE

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 REMINDER CARD

Contains Pearlitol-
Offers cooling sensation
AVAILABLE IN 100 ml BOTTLE

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 Sleeplessness

R S
T E
O S
P

Loss of COUGH Breathlessness

Concentration

Life
before
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Isolation From Friends
 Good Sleep

Happy at Work Easy Breath

LIFE
AFTER
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Friends Forever
 IN- CLINIC Activities
Patient trial samples

BRAND RECALL

Sales Rep Promotional inpu

Visiting
Doctors

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 LAUNCHING GIFT

Kriya Pharmaceuticals
We make lives healthier

MANGO FLAVORED COOKIES

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 CAMP

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 Promotional expense

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 P&L

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 First year forecasting

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 Forecasting

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 THANK YOU !!

7 July 2014 36