You are on page 1of 21

Cover Slide

Group Name
Brief Description of the Category and Brand

Brand: FROBEN
Country: Pakistan

Introduction to BRAND

Indication(s)
Brand Intro

Brand and
Formulations
Category
USPs

Brand
Positioning
Brand

Positioning

Company Confidential
2014 Abbott

Brand: FROBEN
Country: Pakistan

BRAND Value Proposition


CUSTOMER
Value
Indication(s)
Proposition

TRADE / CHANNEL
Value
Proposition

Company Confidential
2014 Abbott

Brand: FROBEN
Country: Pakistan

BRAND Summary
Market Growth Drivers

Market Challenges

Category and or Brand Challenges

Company Confidential
2014 Abbott

Brand: FROBEN
Country: Pakistan

BRAND Customer Profiling - Segmentation

Customer Profiling actually covers the domains of Segmentation, Targeting and


respective set of USPs attached to them. Like Chief Wage Earner, Housewives etc

Company Confidential
2014 Abbott

Brand: FROBEN
Country: Pakistan

BRAND Pricing Analysis vis--vis Competition

Top 5 Competitors Info to be included against the selected brand/product

Company Confidential
2014 Abbott

Brand: FROBEN
Country: Pakistan

Market Challenges Analysis and Learnings


Key Challenges Identified

What Strategies Applied?

What Differently Done?

Learnings Gathered

Company Confidential
2014 Abbott

Brand: FROBEN
Country: Pakistan

BRAND 3-5 Years Activity Based Plan

2015
1Q

2Q

Company Confidential
2014 Abbott

2016
3Q

4Q

1Q

2Q

2017
3Q

Brand: FROBEN
Country: Pakistan

4Q

1Q

2Q

2018
3Q

4Q

1Q

2Q

3Q

4Q

Strategy and Activities 2015


1

Key Challenge 1

Activity

Company Confidential
2014 Abbott

Target

Brand: FROBEN
Country: Pakistan

Expected
Return

Budget

SMART - KPI

BRAND Product Life Cycle Planning

What new business development plans the category or brand manager has
chalked out for the next 3-5 years. It includes product or line extensions, new
products and any other development projects.
It should also include the
Predicted market USP
Market Research Key Findings if done any

Tentative Launch Plan and Budget Allocation


Sales Forecasting
Market Share and Growth Measurements

Company Confidential
2014 Abbott

Brand: FROBEN
Country: Pakistan

10

Brand and Sales Team Organization

Company Confidential
2014 Abbott

Brand: FROBEN
Country: Pakistan

11

Brand P&L

Company Confidential
2014 Abbott

Brand: FROBEN
Country: Pakistan

12

Appendix

Company Confidential
2014 Abbott

Brand: FROBEN
Country: Pakistan

13

BRAND Customer Flow


Total Country Population - PAKISTAN

100%

188,200,000

FILTER 1 : Population over 14 years & Above

59.2%

111,339,120

Access to Healthcare

50%

55,669,560

Prevalence of PAIN

75%

41,752,170

Treatment Rate - Rx of NSAIDs

10%

4,175,217

In Market Patients - API

5%

208,761

37%

77,242

Total BRAND
Patients

Company Confidential
2014 Abbott

Brand: FROBEN
Country: Pakistan

14

14

Category / Brand Market Snapshot Retail Audit


2014

2010-2014

UNITS
000's

SELECTED TOTAL
ANSAID

PFZ

2012-2014 2010-2014 2012-2014

%CGR (units)

%SH

%CHG

$000's

%SH (Rs.)

%CGR (Rs.)

%C HG

6,406

100.0

10.9

9,337

100.0

19.0

11.8

9.3

14.4

13.9
16.0

3,624

56.6

13.0

5,993

64.3

21.6

13.5

11.8

15.7

ANSAID TABS C. 100MG 30

3,624

56.6

13.0

5,993

64.3

21.6

13.5

11.8

15.7

16.0

FROBEN

848

13.2

14.3

1,325

14.2

27.4

14.1

13.6

17.4

19.5

713
39
96

11.1
0.6
1.5

15.2
999.0
-22.0

1,179
76
70

12.6
0.8
0.8

24.0
999.0
-18.8

14.6
0.0
2.8

13.3
0.0
-3.0

16.7
0.0
3.9

17.5
0.0
-1.0

320

5.0

38.2

475

5.1

38.2

27.0

33.0

27.0

33.0

320

5.0

38.2

475

5.1

38.2

27.0

33.0

27.0

33.0

654

10.2

5.5

336

3.6

5.5

7.6

1.5

7.6

1.5

AB&

FROBEN TABS 100MG 30


FROBEN JEL. 50G
FROBEN JEL. 20G

INFLAMATIX

AP&

INFLAMATIX TABS F.C. 100MG 30

SYNALGO

P/P

SYNALGO TABS F.C. 100MG 10

SANID

STY

SANID TABS F.C. 100MG 30

RASBID

RPH

RASBID TABS F.C. 100MG 30

PANSOL

PIX

654

10.2

5.5

336

3.6

5.5

7.6

1.5

7.6

1.5

185

2.9

48.7

292

3.1

48.7

13.8

26.8

13.8

26.8

185

2.9

48.7

292

3.1

48.7

13.8

26.8

13.8

26.8

241

3.8

8.7

281

3.0

8.7

27.0

13.6

27.0

13.6

241

3.8

8.7

281

3.0

8.7

27.0

13.6

27.0

13.6

104

1.6

-22.3

154

1.7

-22.3

-5.0

-9.9

-5.0

-9.9

PANSOL TABS F.C. 100MG 30

104

1.6

-22.3

154

1.7

-22.3

-5.0

-9.9

-5.0

-9.9

DULPRO

80

1.3

18.8

116

1.2

18.8

14.6

3.1

46.3

3.1

GLB

DULPRO TABS F.C. 100MG 30

TORNIL

S7P

TORNIL TABS 100MG 30

OCUFEN

ALL

OCUFEN DROPS EYE 0.3% 5ML

80

1.3

18.8

116

1.2

18.8

14.6

3.1

46.3

3.1

37

0.6

-8.1

54

0.6

-8.1

10.8

-23.5

10.8

-23.5

37

0.6

-8.1

54

0.6

-8.1

10.8

-23.5

10.8

-23.5

58

0.9

-2.3

52

0.6

-2.3

-1.5

-5.6

-1.5

-5.6

58

0.9

-2.3

52

0.6

-2.3

-1.5

-5.6

-1.5

-5.6

Mk t Def: By Molec ule: FLURBIPROFEN


Bas is :IMS June 2014- 12M

Company Confidential
2014 Abbott

Brand: FROBEN
Country: Pakistan

15

Competitive Positioning of Brands


(current and future)
Relative
Importance

ANSAID

INFLAMATIX

VOLTRAL

FROBEN
Product
Actual

Clinical Benefits
Product Features
Economy
Product Availability

Communication Mix
Brand Advocacy
Academic Alliances
New Products
Clinical References

Share of Voice
Trade Partnerships
Brand Protection

Company Confidential
2014 Abbott

Brand: FROBEN
Country: Pakistan

16

FROBEN
Product
Perception

Relative
Product
Perception

Company Differential Analysis


Company Features Required by Customers

Company Confidential
2014 Abbott

Brand: FROBEN
Country: Pakistan

Priority

17

Brand
Ranking

Best in Class
company

SWOT Analysis
Raise
Which Strengths should be leveraged?

Eliminate

Reduce

What Threats should be minimized ?

What Weaknesses should be reduced?

Create
What Opportunities should be pursued?

Company Confidential
2014 Abbott

Brand: FROBEN
Country: Pakistan

18

Key Challenges
EXTERNAL CHALLENGES - Market Based

INTERNAL CHALLENGES - Competitive Position Based

Company Confidential
2014 Abbott

Brand: FROBEN
Country: Pakistan

19

Brand Positioning
WHO - The target
segment and the key consumer group
Insertcustomer
text:
where the brand will be used:

WHY - the reason to believe:

WHAT - The unique proposition the brand represents by providing


key functional and emotional benefits:
Insert text:

Insert text:

Summarized Brand Positioning statement:

Insert text:

Company Confidential
2014 Abbott

Brand: FROBEN
Country: Pakistan

20

Complete Promotional Mix to be

Campaign - Switch to Life

Company Confidential
2014 Abbott

Brand: FROBEN
Country: Pakistan

Shown including ATL/BTL/TTL

21

You might also like