Marketing Plan For Ut Tone

Lincon Pharmaceutical Ltd

1

Marketing Plan of UT-Tone

Prepared By: Dipa Shah

Mitesh Shah

UT-Tone

Source : ORG MAT March 2010


2

Flow of Presentation

Brief of UT-Tone

Current Marketing Situation

Threats and Opportunities analysis

Objectives and Issues

Marketing Strategy

Action Programs

Budgets

Controls

UT-Tone

Brief of UT-Tone


4

UT-Tone It is marketed by Lincoln Pharmaceutical Ltd under Teressa

Devision

Brand Value of UT-Tone for 2010 : Rs 9,06,114

Use : Uterine Tonic for female fertility and faminine

problems

Packing Size

100 ml syrup

200ml syrup

Price

100ml syrup at Rs 35

200ml syrup at Rs 65

UT-Tone


5

Unique selling proposition(USP) of UT-Tone

It is the right combination of 100% natural herbs and medicinal

plant and their leaves, fruits, trunk etc. which are organic in

nature.

Herbal extracts are collected, treated, combined by boiling it

natural way as it is described in Ayurveda granths thus it is pure

and does not have any side effects.

It does not carry any preservatives or artificial flavors which can

be harmful in long term treatment.

UT-Tone


6

It is supplementary product to enhance

uterine function and supports in treating

infertility in women.

It takes care of strengths, vigour, vitality, and

ovulation.

It keeps genital organs healthy and also

overall wellbeing of women. UT-Tone


7

It carries large amount of antioxidants, blood

purifier which increases immunity and

prevents immunity of genital organs.

It takes care of mood swings, cures tiredness

and morning sickness.

UT-Tone


8

Merit of UT-Tonic

Herbal product with no side effects,

Can be continued with allopathic or other treatments.

It gives permanent solution to the patients.

Along with uterine treatment it takes care of overall

wellbeing of women.

UT-Tone


9

Demerit of UT-Tone

Though it cures problem from the root but it is

comparatively long duration treatment.

Awareness of such ayurveda products is less.

UT-Tone


10

Suggested names for Re-launch of UT-tone

Sure Cure - Surety of purity

She Tone – For she it is pure

Pube Tone - Female’s Wellbeing

P2P – Puberty 2 Post menopause

Pregnasure – Surety of Fertility

UT-Tone

Current Marketing Situation


12

Company position

Indian pharmaceutical market in 2010

Rs 41,700.7 Cr

Lincoln Pharmaceutical Ltd Market in 2010

Rs 26.3 Cr

UT-Tone


13

Year Growth in %

For IPM For Lincoln pharmaceutical Ltd

2007

2008 14.98 25

2009 10.23 -25

2010 17.68 0.38

Here reason for negative growth for Lincoln Pharmaceutical is that after 2008, Lincoln pharmaceutical has concentrated more on export rather than Indian pharmaceutical market

UT-Tone


14

Introduction to Gynaec Market

Gynaec Market

Regular Gynaec Market

Hormones

VMS (Vitamins, minerals,

supplements)

Anti-infectives Other

Infertility Treatment

Hormones

UT-Tone


15

Top Ten Pharma MarketMarket Value (Rs.Cr) CAGR % (2006 – 09)

Anti-infectives 6287 13

Cardiac 3947 16

Gastro Intestinal 3832 12

Respiratory 3107 11

Pain/ Analgesic 3082 13

Gynaec 2766 14

VMS 1933 08

Derma 1927 13

Neuro / CNS 1862 13

Anti Diabetic 796 20

UT-Tone


16

Gynaec Market Sales in Rs. Cr

2006 2007 2008 2009 20140

1000

2000

3000

4000

5000

6000

18452096

24752766

5326

Gynaec Market sales in Rs. Cr

14%

UT-Tone


17

Sales by sub-segments (Rs Cr)

2006 2007 2008 20090

500

1000

1500

2000

2500

3000

917 1015 1159 1300

523 615765

86259

6371

75

345402

480528

Sales by sub-segments in Rs Cr

VMS HormonesAnti-infectives Others

CAGR % (2006 – 09)

15

08

18

12

UT-Tone


18

UT-Tone Market Situation

Year Uterine Tonic Market in Rs Cr

UT-Tone Market in Rs Lakh

Markets share of UT-Tone in Uterine Tonic

Market

2007 71.2 3.65 0.051

2008 71.4 5.87 0.082

2009 85.3 6.017 0.070

2010 96.4 9.06 0.160

UT-Tone


19

Sales of UT-Tone in Rs in Lakh

MAT MAR'07

MAT MAR'08

MAT MAR'09

MAT MAR'10

0

1

2

3

4

5

6

7

8

9

10

3.67521

5.87872 6.01717

9.06114

Sales of UT-Tone in Rs in Lakh

UT-Tone


20

Competitive Analysis

UT -T

one

Evec

are

Cyclo

set

M2-

Tone

Gyned

ol

Asho

karis

ht

Amyc

ordi

al0

5

10

15

20

25

30

35

0.0906114000000001

11.4954817

7.0184283

31.6718917000001

1.83719885.4546779

3.0794144

Sum of MAT MAR'10 in Rs in Cr

Sum of MAT MAR'10 in Rs in Cr

UT-Tone


21

Price Comparison

Pricing of Product

Competitive Brands Packing Size MRPPrice to

Retailer in Rs

Price to Stockiest

in Rs

Cycloset (Alembic) 300 ml Rs 162.75 Rs 135.56 Rs 123.19

Evecare (Himalaya) 200ml Rs 75 Rs 62.47 Rs 56.77

M2- Tone (Charal Pharma) 200ml Rs 72 Rs 59.98 Rs 54.50

Amycordial (Aimil Pharma) 200ml Rs 70 Rs 58.32 Rs 52.99

Gynedol (DWD Pharma) 200 ml Rs 67.75 Rs 56.45 Rs 51.30

Ashokarisht 300ml Rs 75 Rs 62.50 Rs 56.80

UT-Tone 200 ml Rs 65.90 Rs 54.92 Rs 49.92

UT-Tone

Threat & Opportunities


23

Threats

Development in allopathic medicine

Opportunities

Increase in Feminine problems

Increase in population

Increase in the knowledge of Ayurvedic products in the

Doctors

UT-Tone

Objectives and issues


25

For Market Survey

Target population : Chemists, doctors

Sampling techniques : Convenience Sampling

Total sample size : 60

Chemist : 20

Doctors : 40

UT-Tone


26

Objective for Market Survey in Ahmedabad Market

To find out the major brands available in the market for

uterine tonic

To find out the total duration for which it is prescribed

according to the indication

To find out the major indications in which these brands are

prescribed major.

To find out the major herbals, doctors consider as the most

effective curing uterine problems or infertility.

To find out major Promotional activities done by

competitors

UT-Tone


27

Uterine tonic preferred by doctors most for routine feminine problems

0

10

20

30

40

50

60

70

80

42.5

70

60

15

35

17.5

7.5

Uterine Tonic Prefered By Doctors

Cycloset(Alembic)Evecare (Himalaya)M2-Tone (Charak Pharma)Amycordial (Aimil Pharmaceutical)Gynedol (DWD Pharma Ltd)UT-Tone (Lincoln Pharma)Ashokarisht

Uterine Tonic Products

% R

esp

on

se

UT-Tone


28

The major indications in which uterine tonic prescribed

LeucorrheaMenstrual Disorders

DysmenorrhealExessive Bleeding

AmenorrheaVaginal pains and infections

Menopausal syndromeInfertility

Urinary InfectionPremature ejaculation

0 10 20 30 40 50 60 70 80 9047.5

8032.5

6535

12.537.5

155

10

Indication in which Uterine Tonic Precscibed

Total Frequency in %

UT-Tone


29

The major herbals, considered as the most effective curing uterine problems or infertility

0 10 20 30 40 50 60 70 80 90 100

5

157.57.57.5

92.572.5

7.535

9032.5

102.52.5

52.57.5

2.52.5 Amla

Guduchi

Shilajeet

Loh bhasma

Chitrak

Chavak

Jaiphal

Ghritkumari

Shatavari

Daruharidra

Musta

Shivalingi

Lodhra

Ashoka

Mandur bhasma

Vanghbhasma

Garika

Jatamansi

Kankola

Kamal

UT-Tone


30

The patient benefits that considered the most especially in uterine tonic or feminine tonic

0 5 10 15 20 25 30 35 40 45 50

4547.5

4542.5

12.512.5

17.510

37.520

17.517.517.517.5

Benefits to Patients Good for Hair

Good for skin

improve health of colon

Improve metabolism

Blood Purifier

Improve liver Health

Promote Ovulation

Increase Lacatation During Feeding

Improve Ovarian Hormon function

No Side Effects

Improve fertiliy

Improve Digesion System

Regulate Menstrual cycle

Mental Stability

Frequency in %

Pati

en

ts B

en

efi

ts

UT-Tone


31

Doctors expectations from companies who market uterine tonic product

Total Frequency in %0

10

20

30

40

50

60

70

42.5

35

62.5

5

25

5

Increase patient knowledge about ayurvedic products

Regular campaign of ayurvedic products for doc-tors

Patient education on how ayurvedic products help and what are the major cri-terions for using those products

Audio - Visual promotion to doctors

Free Sample

Sufficient free sample for complete treatment of pa-tient

UT-Tone


32

Source from where Doctors come to know about Uterine Tonic Product

Total Frequency in %0

20

40

60

80

100

120

100

15

32.5

company ExecutivesInternetHealth Magazines

UT-Tone


33

The promotional activities used for uterine tonic products

0 10 20 30 40 50 60 70 80

57.5

32.5

75

2.5

20

12.5

15

7.5

2.5

2.5Board of organ chart

Website to create talk with experts

Gifts

Big Hoardings at Hospital

Table tops

Sponcer Ship of events

Internet

Free Sample

Literatures

Company Executives

UT-Tone


34

Objectives for Marketing Plan

Year Brand Value in Rs in Lakh

Growth in Brand Value in

%

Market share in Uterine Tonic

Market

2010 9.06114 45.17 0.16

2011 16,02,006 75 0.28

2012 29,63,712 85 0.51

2013 59,27,423 100 1.036

UT-Tone

Marketing Strategy for UT-Tone


36

Segment Profile

Geographic

City : UP, Rajasthan, Gujarat, MP, North Belt, Orissa,

Assam

Demographic

Occupation : Professional

Education : College Graduate (MBBS, MD - DGO, MD -

GYNEC, Ayurvedic Doctors)

UT-Tone


37

Positioning

It is prepared from 100% natural herbs and Ayurvedic medicinal

plants.

UT Tone syrup provides support and functioning of uterus and also aids

in enhancing the fertility of the women. This Ayurvedic formulation is a

solution to all uterine disorders thereby providing strength, vigour

and vitality to all females.

Regular intake of UT Tone keeps the female genital organs healthy,

functional and increases immunity against all types of genital

infections.

UT-Tone


38

Marketing Expenditure

Year % of Total Revenue

2011 17.58%

2012 9.52%

2013 4.7%

UT-Tone

Action Programs


40

Target states for launch plan

Target States for Launch Plan

Name of States Number of Business Executives per State

Total Business Executive in Target

States

UP 20 128

RAJASTHAN 15

GUJARAT 19

MP 16 Total Target States

NORTH BELT 18 7

ORISSA 26

ASSAM 14

UT-Tone


41

Segment Size

Segment Size

State

Number of Doctors per

Business Executive

Number of Business

Executive per state

Total Number of Doctors per State

Total Sample

Size

Gujarat 100 19 1900

12800

M.P 100 16 1600

U.P 100 20 2000

Delhi 100 18 1800

Asham 100 14 1400

Orissa 100 26 2600

Rajasthan 100 15 1500

UT-Tone


42

Category of Doctors on the Basis of Prescription generation scale % of Doctors in category

A category doctors 30%

B+ Category doctors 50%

B Category Doctors 20%

UT-Tone


43

Sales Forecasting in number of Units

Year QuarterExpected Sales in Unit

Per Quarter Per Year During 3

Years

2011

Q1 6144

32640

213632

Q2 7936Q3 8960Q4 9600

2012

Q1 12160

60288Q2 14208Q3 15616Q4 18304

2013

Q1 22144

120704Q2 26880Q3 32640Q4 39040

UT-Tone


44

Sale forecasting in Rupee

Year QuarterExpected sales in Rupees

Per Quarter Per Year During 3 Years

2011

Q1 302530.6

1607193.6

10519240

Q2 390768.6

Q3 441190.4

Q4 472704

2012

Q1 598758.4

2968581.1Q2 699601.9

Q3 768931.8

Q4 901289

2013

Q1 1090371

5943465Q2 1323571

Q3 1607194

Q4 1922330

UT-Tone


45

Promotional Plan To Doctors

Promotional Tool Promotional Month Unit required per year

Visual Aid Every month 128Calender of Product January 2560

A3 size postors for patient education

ferbruary 1280

Prescription Pad March 1280Sponcership of Doctors

Association functiononce in a year 1

Book Mark May 1280

Sponcership of Medical colleges degree allocation

functionJune 1

Model or Chart of Female Reproductive system

July 70

Book of Gynecology Practises August 70

Wall Clock September 1280Packet of Celebration

ChochlateOctober 12800

UT-Tone


46

Promotional Plan To DoctorsPromotional Tool Unit required per year

One Page Product card to Doctors 3840

Special Visiting Cards 399360

Thanking Card to Doctors 15360

Free Samples to Doctors 15360

Visual Aid 128

Calender of Product 2560

A3 size postors for patient education 1280

Prescription Pad 1280

Sponsorship of Doctors Association function 1

Book Mark 1280

Sponsorship of Medical colleges degree allocation function 1

Model or Chart of Female Reproductive system 70

Book of Gynecology Practises 7

Wall Clock 1280

Packet of Celebration Chochlate 12800

UT-Tone


47

Promotional Plan To Business Executive

Promotional Tool Sample

Unit Gift Promotional Month

Total Number of

B.E per State

Total State

Total Unit

Required in year

Incentive Planning

for Business

Executives

Gifts to Top 3 Business

Executive in each State

Diamond B.E

Watch of Rs 2000 June 1 7 7

Platinum B.E

Watch of Rs 1500 June 1 7 7

Gold B.E Watch of Rs 1000 June 1 7 7

Gifts to Top 3 Business

Executive in each State

Diamond B.E

3 Days and 4

Nights at 5star Hotel

December 1 7 7

Platinum B.E

2 Days and 3

Nights at 5star Hotal

December 1 7 7

Gold B.E1 Day and 2 night at

5star HotelDecember 1 7 7

2% Incentive on achievement of Target every month

UT-Tone


48

Call plan for Business Executive per month

Call Plan for One Business Executive per month

Sample Unit No. of Doctors to visit per month

Call per Month

Total call per Month

A category doctors 30 4 120

B+ Category doctors 50 2 100

B Category Doctors 20 2 40

Total Call per month per B.E 260

UT-Tone

Budgets

50

Cost Plan for 2011

Promotional ToolsUnit

Required per Year

Cost of Promotional tool

per unit in Rs

Total Promotional Cost in Rs

Total Administration Cost

Total General Cost

Total Corporate Branding

Cost

One Page Product card to Doctors 3840 2 7680

Special Visiting Cards 399360 0.2 79872 Thanking Card to Doctors 15360 0.2 3072 Free Samples to Doctors 15360 12.31 189081.6

Visual Aid 128 300 38400 Calender of Product 2560 120 307200

A3 size postors for patient education

1280 10 12800

Prescription Pad 1280 10 12800 Sponcership of Doctors

Association function1 25000 25000

Book Mark 1280 1 1280

Sponcership of Medical colleges degree allocation function

1 20000 20000

Model or Chart of Female Reproductive system

70 100 7000

Book of Gynecology Practises 7 1500 10500 Wall Clock 1280 30 38400

Packet of Celebration Chochlate 12800 50 640000

Watch of Rs 2000 to B.E 7 2000 14000 Watch of Rs 1500 to B.E 7 1500 10500 Watch of Rs 1000 to B.E 7 1000 7000

3 Days and 4 Nights at 5star Hotel for B.E

7 4000 28000

2 Days and 3 Nights at 5star Hotal for B.E

7 3000 21000

1 Day and 2 night at 5star Hotel for B.E

7 2500 17500

2% Incentive on achievement of Target every month 25600

Cost for 2011 in Rs 282613.6 118272 123600 992200

Total Cost in Rs 2011 1516685.6

Control during Application of Marketing plan


52

Check point for controlling Match actual sales figure

Every month Every quarter Every year

Match the unit sales per state per month Every month Every quarter Every year

Business Executive target Promotional activities at every month, quarter

and yearly

UT-Tone


53 UT-Tone

Lincon Pharmaceutical Ltd54

Thank You…

UT-Tone

Marketing Plan For Ut Tone

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