Guava Marketing Plan
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GuavaMarketing Plan
Contents
1. Environmental analysis
2. SWOT analysis
3. Marketing objectives
4. Marketing strategy
5. Marketing implementation
6. Monitoring
Contents
1. Environmental analysis
2. SWOT analysis
3. Marketing objectives
4. Marketing strategy
5. Marketing implementation
6. Monitoring
Environmental Analysis
The market
The competitors
The target audience
The current marketing activity and performance
The Market
The target market is divided into:
1. Cough and cold preparations
2. Expectorants
3. Cough suppressants
The Market1- Cough And Cold Preparations
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
2000 2001 2002 2003 2004 2005
Cough and cold preparation market trend 2000-2005
UNITS VALUE
The Market 2- Expectorants
0
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
2000 2001 2002 2003 2004 2005
Expectorants market trend 2000-2005
UNITS VALUE
The Market 3- Cough Suppressants
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
20,000,000
2000 2001 2002 2003 2004 2005
Cough suppressants market trend 2000-2005
UNITS UNITS
Environmental Analysis
The market
The competitors
The target audience
The current marketing activity and performance
The Competitors
1. Cough and cold preparations
2. Expectorants
3. Cough suppressants
The Competitors1- Cough And Cold Preparations
31%
18%15%
9%
8%
5%
3%3%
3% 5%
Cough and cold preparations sales units 2005 per product
GUAVA BRONCHO COUGH BALSAM GUAFLEX BABE-TON
BRONCH PULMOSAFE BESTRA-TEC BRONKING Other 7 products
Sales units 1,774,600
The Competitors 1- Cough And Cold Preparations
26%
16%
12%11%
10%
6%
5%
3% 3%3% 5%
Cough and cold preparations sales value 2005 per product
GUAVA BALSAM BRONCHO COUGH BABE-TON
BRONCH GUAFLEX BESTRA-TEC JUVIEX
PULMOSAFE BRONKING Other 7 products
Sales value 12,127,777
The Competitors 1- Cough And Cold Preparations
28%
19%13%
11%
8%
4%
4%3%
3% 2%
5%
Cough preparation RX 2004 per product
BALSAM BRONCHO COUGH GUAVA BABE-TON MINI GUAVA BRONCH
BESTRA-TEC GUAFLEX MASTER COUGH KALOBIN Other 6 products
Total RX 582,840
The Competitors 2- Expectorants
25%
7%
7%7%5%5%
4%3%
3%
3%
31%
Expectorants sales units 2005 per product
TOPLEXIL MUCOPHYLLINE FARCOLIN AVIPECT OSIPECT FARCOSOLVIN
MUCOSOL ALL-VENT BISOLVON PULMONAL N Other (51 Products)
Sales units 19,715,400
The Competitors 2- Expectorants
25%
8%
5%5%
4%
4%4%
4%4%
3%
34%
Expectorants sales value 2005 per product
TOPLEXIL MUCOPHYLLINE AVIPECT ULTRASOLV MUCOSOL FARCOSOLVIN
FARCOLIN OSIPECT ALL-VENT BISOLVON Other (51 Products)
Sales value 80,284,500
The Competitors 2- Expectorants
17%
11%
8%
6%
5%5%
4%4%
4%3%
33%
Expectorants RX 2004 per product
TOPLEXIL MUCOPHYLLINE OSIPECT AVIPECT
ULTRASOLV FARCOLIN PHENERGAN EXPECT BRONCHISTAL
ACTIFED EXPECTOR KOFFEX Other (35 Products)
Total Rx 3,233,614
The Competitors 3- Cough Suppressants
37%
11%8%8%
8%
28%
Cough suppressants sales units 2005 per product
SINECOD PAXELADINE SELGON CODIPHAN PECTIPRONT OTHER 9 PRODUCTS
Sales units 1,654,500
The Competitors 3- Cough Suppressants
34%
14%14%
11%
7%
20%
Cough suppressant sales value 2005 per product
SINECOD PECTIPRONT PECTIPRO PAXELADINE SELGON OTHER 9 PRODUCTS
Sales value 7,959,700
The Competitors 3- Cough Suppressants
31%
24%
19%
9%
7%
3%3%
4%
Cough suppressants RX 2004 per product
PECTIPRONT SINECOD PAXELADINE NOSCAPINE SELGON SILOMAT COUGH CUT OTHER 6 PRODUCTS
Total RX 302,871
Environmental Analysis
The market
The competitors
The target audience
The current marketing activity and performance
The Target Audience1- Cough And Cold Preparations
42%
18%
15%
13%
6%5%
1%
Cough and cold preparations RX 2004 per specialty
PED GP IM GYNE PULM OTOR OTHERS
Total Rx 582,840
The Target Audience2- Expectorants
32%
26%
17%
16%
5% 2% 2%
Expectorants RX 2004 per specialty
PAD GP IM PULM OTOR GYNE OTHERS
Total Rx 1,605,337
The Target Audience3- Cough Suppressants
32%
31%
19%
12%5%
0% 1%
Cough suppressants RX per specialty
PED GP PUL IM OTOR GYNE OTHERS
Total RX 315,569
Environmental Analysis
The market
The competitors
The target audience
The current marketing activity and performance
Current Marketing Activity
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
2000 2001 2002 2003 2004 2005
Guava sales 2000-2005
UNITS VALUE
RX 2004: 73,738
Contents
1. Environmental analysis
2. SWOT analysis
3. Marketing objectives
4. Marketing strategy
5. Marketing implementation
6. Monitoring
Guava
Strength Weakness
ThreatsOpportunity
Guava
S
W
TO
PRODUCT•Easy Name •Safety profile•Available in two pharmaceutical forms•Number 1 in sales volume for the company
Guava
S
TO
PRODUCT•Expensive•Distribution by general teams
PROMOTION•Sales decline 2005
w
Guava
O
W
T
S
Decline in cough suppressants and expectorants market
Guava
S W
O
T
Prescription exchange due to closely named competing products
Contents
1. Environmental analysis
2. SWOT analysis
3. Marketing objectives
4. Marketing strategy
5. Marketing implementation
6. Monitoring
Marketing Objectives
RX: 100,000 Prescriptions
Sales: 800,000 units
4,800,000 L.E.
Contents
1. Environmental analysis
2. SWOT analysis
3. Marketing objectives
4. Marketing strategy
5. Marketing implementation
6. Monitoring
Marketing Strategy
1. Selecting the target market segment
2. Determining the marketing mix
1- Selecting The Target Market Segment
1) Paeditricians
2) G.P.
3) Chest
4) I.M
5) E.N.T
6) Gynecologist
7) The pharmacist and the patient
1- Selecting The Target Market SegmentPediatricians
40%
17%
16%
13%
10%4%
Pediatricians RX per indication
OTH AC LOW RESP INF ACUT UPPER RESP INF SYM/SN CIRC/RES SYS
CHRON LOW RESP DIS INFLUEN & PNEUMONIA OTHERS
Total RX 1,994,380
1- Selecting The Target Market SegmentPediatricians
55%
22%
23%
Pediatricians RX per market
COUGH AND COLD EXPECTORANTS COUGH SUPPRESSANTS
Total RX 443,826
1- Selecting The Target Market SegmentG.P.S
35%
34%
9%
7%
7%8%
G.P. RX per indication
CHRON LOW RESP DIS OTH AC LOW RESP INF INFLUEN & PNEUMONIA
ACUT UPPER RESP INF SYM/SN CIRC/RES SYS OTHERS
Total RX 1,750,477
1- Selecting The Target Market SegmentG.P.
34%
33%
33%
G.P. RX Per Market
COUGH AND COLD EXPECTORANTS COUGH SUPPRESSANTS
Total RX 300,046
1- Selecting The Target Market SegmentChest
54%
18%
9%
7%6%
6%
Chest Rx Per Indication
CHRON LOW RESP DIS OTH AC LOW RESP INF SYM/SN CIRC/RES SYS
INFLUEN & PNEUMONIA ACUT UPPER RESP INF OTHERS
Total RX 1,099,738
1- Selecting The Target Market SegmentChest
23%
39%
38%
Chest Rx Per Market
COUGH AND COLD EXPECTORANTS COUGH SUPPRESSANTS
Total RX 151,709
1- Selecting The Target Market SegmentI.M.
38%
22%
11%
9%
8%
8% 4%
I.M. Rx Per Indication
CHRON LOW RESP DIS OTH AC LOW RESP INF SYM/SN CIRC/RES SYS ACUT UPPER RESP INF
OTH DIS RESP SYSTEM INFLUEN & PNEUMONIA OTHERS
Total RX 1,037,917
1- Selecting The Target Market SegmentI.M.
53%
23%
24%
I.M. Rx Per Market
COUGH AND COLD EXPECTORANTS COUGH SUPPRESSANTS
Total RX 162,645
1- Selecting The Target Market SegmentE.N.T.S
26%
24%23%
10%
8%9%
E.N.T. Rx Per Indication
ACUT UPPER RESP INF DIS MIDDLE EAR/MAST OTH DIS UPP RSP TRT
OTH AC LOW RESP INF SYM/SN CIRC/RES SYS OTHERS
Total RX 305,601
1- Selecting the target market segmentE.N.T.
50%
25%
25%
E.N.T. Rx per market
COUGH AND COLD EXPECTORANTS COUGH SUPPRESSANTS
Total RX 62,888
1- Selecting The Target Market SegmentGynecologists
55%
26%
6%
5%
8%
Gyne RX per indication
OTH OBSTET CON NEC SYM/SN CIRC/RES SYS OTH DIS RESP SYSTEM NON-INFLM FEM GN TRT OTHERS
Total RX 201,752
1- Selecting The Target Market SegmentGynecologists
COUGH AND COLD97%
EXPECTORANTS2%
COUGH SUPPRESSANTS1%
Gyne RX per market
Total RX 79,273
1- Selecting The Target Market SegmentGynecologists
BALSAM27%
BRONCHO COUGH21%MASTER
COUGH9%
SEKEM ANTICOUGH HE
10%
MELROSUM3%
GUAFLEX5%
BRONCH8%
GUAFA LEAF7%
JUVIEX3%
GUAVA7%
Gyne RX cough and cold per product
Total RX 81,442
1- Selecting The Target Market SegmentPharmacist & Patient
13%
87%
Pharmacist and the patient
RX SALES UNITS
2- Determining The Marketing Mix1- The Product
GUAVA will be positioned as a cough mixture
For all types of cough
Determining The Marketing Mix2- Distribution
Guava will be intensively distributed.
Determining The Marketing Mix3- Promotion
1. Personal Selling
2. Sales Promotions
3. Advertising
Determining The Marketing Mix4- Price
GUAVA
Syrup 120 ml. : 6 L.E.
Drops 15 ml. : 3.5 L.E.
Contents
1. Environmental analysis
2. SWOT analysis
3. Marketing objectives
4. Marketing strategy
5. Marketing implementation
6. Monitoring
Marketing Implementation
1. Activities
2. Who will perform these activities?
Marketing Implementation1- Activities
Physician: Brochure, Sample, and Gift “ FIFA 2006 match schedule”
Pharmacist : Poster and Stand
Broadcast: Internet advertising at sportive site ”www.yallakora.com”
Quarter 2/2006
Physician : Brochure, Sample, and Gift “Emsakya”
Pharmacist : Sample and Gift “ Emsakya”
Broadcast: TV ad
Quarter 3/2006
Marketing Implementation1- Activities
Physician : Flyer, Sample, and Gift “ New Year Calendar”
Pharmacist : Sample and new year mouse pad
Quarter
4/2006
Physician : Flyer, sample, and Gift “Mother’s Day flowers”
Pharmacist : Sample
Quarter
1/2007
2- Marketing Implementation Who Will Perform?
1. Medical Representatives
2. Advertising Agency for the TV ad and the Internet ad
Contents
1. Environmental analysis
2. SWOT analysis
3. Marketing objectives
4. Marketing strategy
5. Marketing implementation
6. Monitoring
6- Monitoring
45,00050,00050,000
45,00045,00045,000
70,00080,000
85,00095,000
100,000100,000
0
20,000
40,000
60,000
80,000
100,000
120,000
UNITS
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