Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd Stevens Business School, Batch: 2009 - 2011 Page 1 Marketing Plan of UT-Tone As Partial Fulfillment of PGP – Pharma Program at Stevens Business School For Lincoln Pharmaceutical Ltd Prepared By Dipa Shah Mitesh Shah Under guidance of Mr. C T Kapadia (Marketing Manager, Lincoln Pharmaceutical Ltd) Dr. Raashid Saiyed (Director, Stevens Business School)
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Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 1
Marketing Plan of UT-Tone
As Partial Fulfillment of PGP – Pharma Program at Stevens Business School
For
Lincoln Pharmaceutical Ltd
Prepared By
Dipa Shah Mitesh Shah
Under guidance of
Mr. C T Kapadia (Marketing Manager, Lincoln Pharmaceutical Ltd)
Dr. Raashid Saiyed (Director, Stevens Business School)
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 2
PROJECT CERTIFICATE
Date: 18/12/2010
Dr. Raashid Saiyed
Professor & Director
Stevens Business School
Near Khatrej,
Gandhinagar 382721
Dear Sir / Madam:
Sub: Project Certificate
This is to certify that Ms. Dipa Shah and Mr. Mitesh Shah of your institute have satisfactorily completed
live Project in our Company from 25th October to 15th December 2010. During the period of the Project,
they were given on-the-job training covering various areas/given tasks and responsibility comprising
market survey and making marketing plan on UT-Tone. They have completed and submitted the Report
on Marketing Plan on UT-Tone on 15th December 2010. They have presented the Report in proper form
before company official concerned on 13th December 2010.
______________________
(Signature)
Mr. C T Kapadia
Marketing Manager, Lincoln Pharmaceutical Ltd
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 3
DECLARATION
We, Dipa Shah and Mitesh Shah, student of Post Graduate Program - Pharma of Stevens
Business School, Gandhinagar here by declare that the project work entitled “Marketing Plan of UT-
Tone” submitted to the Lincoln Pharmaceutical Ltd, India, Ahmedabad, is a record of an original work
done by us and this project work is submitted in the Partial Fulfillment of PGP – Pharma Program at
Stevens Business School
This project is a result of culmination of our sincere efforts. This report has not been submitted
to any other University or Institute for the award of any degree or diploma.
We declare that this submitted work is done solely by us and to the best of our knowledge. We
have tried at our level best to collect precise detail to provide useful information to the company.
We also declare that all the information collected from various sources has been duly
acknowledged in this project report.
Dipa Shah
Mitesh Shah
PGP (Pharma)
Stevens Business School
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 4
ACKNOWLEDGEMENTS
Here, we take this opportunity to humbly express our gratitude to all those concerned with our
project entitled “Marketing Plan of UT-Tone”. We would like to share the success of our project amongst
the person who has directly and indirectly helped us to complete this project.
We are extremely thankful to Mr. C T Kapadia for providing us and opportunity to work with
Lincoln Pharmaceutical Ltd, Ahmedabad. My sincere thanks to Ms. Alefiya Contractor (PMT. Teresa,
Lincoln Pharmaceutical Ltd, Ahmedabad) for her perseverance, co-operation and constant help and
guidance throughout the project, which helps us to increase our knowledge and professional skills in
innovative manner. We are also thankful to entire Lincoln Pharmaceutical team for giving us the co-
operative and friendly support for the project.
In providing concrete shape of our project, there are numerous people who have taken part.
We take this opportunity to express our deep sense of gratitude and hearty thanks to our Professor Dr.
Raashid Saiyed, Stevens Business School for providing us his valuable suggestions and remarks to
complete this project. His extensive knowledge of subject and the way, he imparted the same to us has
enabled us to develop the project cohesive manner.
We would like to express our heartiest thanks to our family, parents and sister to extend their
help as and when required. We would like to thank our friends for their support during our project.
Dipa Shah
Mitesh Shah
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 5
EXECUTIVE SUMMARY
Ayurvedic medicine has now become an integral part of human health and safety. Ayurvedic people
consume Ayurvedic products as a part of treatment to cure disease and also as a part of preventive
healthcare there is a shifting of allopath to ayurveda is an emerging trend in India and also in western
countries. .
In this report we have taken UT tone which is Ayurvedic tonic. This is 100 percent pure Ayurvedic
preparation made from extracts, fruit, trunk, leaves, flower etc. This tonic is mainly used to cure
feminine problems in female as well as in the treatment of amenorrhea, infertility, anemia etc. Since this
is purely ayurveda project it does not show any visible side effects as well as no internal toxicity or
adverse effect to any organs. Though it is long term treatment but it cures feminine problems in female.
The present market survey aims to understand what the potential market for this Ayurvedic preparation
is. In this report we have captured perception analysis of gynecologist for UT tone tonic. In this report
we have also presented brand plan and promotional tools for launching UT tone under the title of
Lincoln Pharma. To prepare brand plan and cost analysis we have used CMS/ORG data for understanding
present UT tone market and potential market. We have also included budget calculation. We have also
suggested brand name and USP to cater larger market share in current total market.
In our survey we met gynecologists to know and understand their perception about this Ayurvedic
preparation. We have also included comparison of ingredients of UT tone and competitor’s product and
their ingredients.
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 6
INDEX
Sr. No. Particular Page No.
Acknowledgements 04
Executive Summary 05
Index 06
1
Brief about UT-Tone 09
1.1 Ingredients and Actions 09
1.2 Unique selling proposition (USP) of UT-Tone 12
1.3 Merit of UT-Tone 12
1.4 Demerit of UT-Tone 12
1.5 Suggested names for Re-Launch of UT-Tone 13
2 Current Marketing Situation 14
2.1 Growth of Indian Pharmaceutical Market and Lincoln Pharmaceutical market
14
2.2 Introduction to Gynaec Market 14
2.3 Top Ten Pharmaceutical Market 15
2.4 Gynaec Market Sales in Rs Cr 16
2.5 Sales by sub-segments 16
2.6 UT-Tone Market Situation 19
2.7 Sales of UT-Tone in Rs in Lakh 20
2.8 Competitive Analysis 20
2.9 Price Comparison 21
3 Threat and Opportunities 21
4 Market Survey Detail 22
4.1 Title 22
4.2 Objectives 23
4.3 Research Method 23
4.4 Sample Design 24
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 7
4.5 Data Analysis 25
4.5.1 Uterine tonic preferred by doctors most for routine feminine problems
25
4.5.2 The major indications in which uterine tonic prescribed 26
4.5.3 The major herbals, considered as the most effective curing uterine problems or infertility
27
4.5.4 The patient benefits that considered the most especially in Uterine tonic or feminine tonic
28
4.5.5 Doctors expectations from companies who market uterine tonic product
29
4.5.6 Source from where doctors come to know about uterine tonic product
30
4.5.7 The promotional activities used for uterine tonic products 31
5 Marketing Strategy for UT-Tone 32
5.1 Objectives for Marketing Plan 32
5.2 Segment Profile 32
5.3 Positioning 32
5.4 Marketing Expenditure 33
6 Action Programs 34
6.1 Target states for launch plan 34
6.2 Segment Size 39
6.3 Sales Forecasting 40
6.4 Promotional Plan to doctors 44
6.5 Promotional Plan to Business Executives 45
6.6 Call plan for Business Executive per Month 46
7 Budget For 2011 47
8 Control during Application of Marketing Plan 48
8.1 Check point for controlling 48
8.2 Example of control sheet for sales per quarter 49
9 Bibliography 50
10 Annexure 51
10.1 Proposal for Marketing Plan of UT-Tone 51
10.2 Questionnaire for Doctors 57
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 8
10.3 Questionnaire for Chemists 60
10.4 List of Gynecologists 61
10.5 Visual ad 63
11 Reflective Note 64
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 9
1) BRIEF ABOUT UT-TONE
It is marketed by Lincoln Pharmaceutical Ltd under Teresa Division
Total Sale of UT-Tone for 2010: Rs 9,06,114
Use: Uterine Tonic for female fertility and feminine problems
Packing Size
o 200ml syrup
Price
o 200ml syrup at Rs 65
1.1) Ingredients and Actions
Ashoka(saraca indica)
Excellent herb for all gynecological problems – leucorrhea , menstrual disorders, dysmenorrhea etc
Stimulates endometrium and ovarian tissues – enhances ovulation.
Controls excessive bleeding.
Amruta (Tinospora Cordifolia)
Excellent treatment for anemia
Regulates the Immuno -modulatory activities ( Improves the immunity and the resistance of the body)
Imparts longevity, youthfulness and vitality to women.
Shatavari (Aparagus racemosus)
Cooling agent
Balances the female hormonal system.
Regulates ovulation
Cures tiredness and morning sickness
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 10
Useful in curing infertility, leucorrhea , menstrual problems
Increases lactation in feeding mothers
Ashwagandha (Withania somnifera)
Useful in bloody discharge and in leucorrhea.
Very helpful for lactating mothers.
Used to cure uterine infections.
Often good in vaginal pains other than due to infections.
Ghritkumari(Aloe Vera)
Overall health of the body
Baheda (Woodfordia floribunda)
Purifies blood
Cures the problems of “vaat , pitt and cough “
Jaiphal (Miristica Fragrans)
Useful in alleviating menstrual cramps
Regularizes menstrual cycle
Lavang (Myrtus Caryophyllus)
Detoxifies the gastrointestinal tract.
Improves digestion.
Restores libido.
Reduces morning sickness in pregnancy
Jatamansi ( Nardostachys Jatamansi)
Powerful blood purifier
Stimulates the nervous system
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 11
Alleviates the pre -menstrual syndrome (PMS)
Chavak (Piper Officinarum)
Useful in chronic digestion
Helpful as a tonic in amenorrhoea and dysmenorrhoea.
Chitrak (Plumbago Zeylanica)
Decreases the pain caused due to menstrual cramps
Kakadsinge(Pistacia Integgerima)
Purifies blood
Removes “pitt”
Kabab chini /Kankola(Piper cubeba )
Stimulates ovulation.
Supports liver and spleen.
Restores libido.
Pushkarmool (Inula racemosa)
Removes vaginal pains and infections
Improves lactation in mothers
Loh bhasma (Iron Calx)
Extremely helpful in reducing the menopausal syndrome
Useful in anemic conditions
It has a has a general vitalizing effect
Tamra Bhasma (Copper Calx)
Useful in curing anemia as well as urinary infections
Maintains healthy digestive systems
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 12
Strengthens the immunity of the body
1.2) 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.
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.
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.
1.3) 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.
1.4) 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.
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 13
1.5) 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
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 14
2) Current Marketing Situation
Indian pharmaceutical market in 2010
o Rs 41,700.7 Cr
Lincoln Pharmaceutical Ltd Market in 2010
o Rs 126.3 Cr (Export is around Rs 100 Cr and Indian Market is around Rs 26.3 Cr)
2.1) Growth of Indian Pharmaceutical Market and Lincoln Pharmaceutical
market
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
2.2) Introduction to Gynaec Market
Pharmaceutical is growing rapidly so as we are concern about Gynaec division how it is actually
segmented in main two parts is shown in this figure. So mainly total market is divided in four major
segments.
o Hormones
o VMS (Vitamins, Minerals, Supplements)
o Anti-infective
o Others
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 15
So basically two main questions arise
o What is estimated market for gynecological products?
o What is the growth rate of that market?
So answer for these two important questions are given in below figure.
2.3) Top Ten Pharma Market
Market 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
Gynaec Market
Regular Gynaec Market
HormonesVMS (Vitamins,
minerals, supplements)
Anti-infectives Other
Infertility Treatment
Hormones
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 16
It shows that Gynaec market is 6th largest in pharmaceutical market and its value is around 2800
Cr approximately.
2.4) Gynaec Market Sales in Rs. Cr
Most importantly this market is grown at 14% CAGR (Compound annual growth rate) and form
above graph we can say that it should be 5326 Cr in 2014 approximately.
2.5) Sales by sub-segments (Rs Cr)
Market CAGR % (2006 – 09)
Others 15
Anti-infective 08
Hormones 18
VMS 12
0
1000
2000
3000
4000
5000
6000
2006 2007 2008 2009 2014
18452096
24752766
5326
Gynaec Market sales in Rs. Cr
14%
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 17
Hormones
Emerged as attractive segments, driven by growing market for contraceptives, medical abortion,
and infertility treatment.
Hormones is the fastest growing segment in the Gynaec market and second largest in terms of
sales:
o Recorded a CAGR (2006 -09) of 18% as opposed to 14% for Total Gynaec market
o With sales of Rs 862 Cr, hormones make up 31% of the total market
Progestogen is the largest category with sales of Rs 279 Cr, however has grown at less than
market growth at a CAGR (2006 -09) of 10%
o Highly competitive market with 76 players and 132 brands
Growth has been driven by Anti-Progestogen, 49% CAGR (2006-09) and oral contraceptives, 18%
CAGR (2006-09)
o Anti-Progestogen: Growth has been driven by the increase in medical abortion
o Contraceptives: Increasing awareness, lifestyle changes, increasing number of working
women, etc have all led to the growth of oral contraceptives – CAGR (2006 – 09) 18%
0
500
1000
1500
2000
2500
3000
2006 2007 2008 2009
917 1015 1159 1300
523615
765862
5963
71
75
345
402
480
528
Sales by sub-segments in Rs Cr
VMS Hormones Anti-infectives Others
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 18
o New generation oral contraceptives: Drospirenone and norgestrel combinations (with
ethinylestradiol) driving growth
o Emergency contraceptives: Driven by media promotions (I Pill and Unwanted 72), this
segment has grown exponentially from Rs 1 Cr in 2006 to Rs 31 Cr in 2009
VMS (Vitamin, minerals and Supplements)
Although the largest segment by sales, it is of limited attractiveness due to intense competition.
At Rs 1300 Cr, VMS market is the largest market interms of sales, and has grown at a 12% CAGR
(2006-09), lower than total Gynaec CAGR
o 40% VMS Rx come from gynecologists – making the market of Rs 520 Cr
o VMS market is dominated by older players resulting in sluggish growth
Haemetinics and Calcium supplements together account for 80% of the market.
Haemetinics contributes to 60% of the VMS market, with sales of Rs 786 Cr (Gynecologists specific –
Rs 314 Cr) and has grown at 14% CAGR (2006-09)
Calcium market has grown at a CAGR (2006-09) of 11% and has sales of Rs 262 Cr (Gynecologists
specific – Rs 105 cr)
o Calcium market has 300 brands, and is also very competitive.
Anti-infectives
Small and low growth market with limited NI activity
Anti-infectives accounts for only 3% of the total Gynaec market
o 2009 sales of anti-infectives – Rs 75 Cr, Growing at a 8% CAGR (2006-09)
Clotrimazole plain & combination has been the traditionally used anti-infective and is the largest sub
segment.
o Accounted for 47% of anti-infective market, with 2009 sales of Rs 35Cr and a 13% CAGR
(2006-09)
o However, given the existing competition in the market, more than 70 brands, Nis have been
able to achieve little success, Avg. value of Nis Rs 0.5Cr
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 19
Relatively newer segment of urinary antiseptics segment has grown at a CAGR of 32% and driven
growth
o Nitrofurantoin has been the growth driver for Ranbaxy and Walter Bushnell.
Other Sub segments
Key segment in this market are Antifibrinolytics, Urinary Alkalisers and Misoprostol.
Others account for 19% of the total Gynaec market. Antifibrinolytics, Urinary alkaalisers and
Misoprostol are the key segments In this group.
Tranexamic plain and comb is the biggest market (Rs 71 Cr), CAGR (2006-09) of 18%.
o Most companies offer Drs both plain and compbination options. However this is a highly
dominated market since top 5 brands account for less than 65% of the market.
Urinary Alkalisers is a Rs 53 Cr market, CAGR (2006-09) of 14%
o Magnesium citrate comb has been well in this market (12 launches since 2006, Avg value Rs
0.7 Cr). Misoprostol (Cytostatics) – used in medical abortion is the next big market (Rs 49
Cr), CAGR of 25%.
2.6) 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
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 20
2.7) Sales of UT-Tone in Rs in Lakh
From the above graph, we can say that the sales of UT-Tone is increased every year and at the end
of year 2010 the total sale of UT-Tone is around Rs 9,06,114
2.8) Competitive Analysis
0
1
2
3
4
5
6
7
8
9
10
MAT MAR'07
MAT MAR'08
MAT MAR'09
MAT MAR'10
3.67521
5.87872 6.01717
9.06114
Sales of UT-Tone in Rs in Lakh
0.0906114
11.4954817
7.0184283
31.6718917
1.83719885.4546779
3.0794144
0
5
10
15
20
25
30
35
Sum of MAT MAR'10 in Rs in Cr
Sum of MAT MAR'10 in Rs in Cr
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
Stevens Business School, Batch: 2009 - 2011 Page 21
From the graph, we can say that the market leader for uterine tonic is M2-tone with market of Rs 31.67
Cr. While the Evecare, Cycloset and Ashokarisht have market of Rs 11.49Cr, Rs 7.018Cr and Rs 5,45 Cr
respectively.
2.9) Price Comparison
Pricing of Product
Competitive Brands Packing Size MRP Price to
Retailer in Rs
Price to Stockiest in
Rs
Cycloset (Alembic) 300 ml Rs 162.75 Rs 135.56 Rs 123.19