Professional Documents
Culture Documents
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
TRADE / CHANNEL
Value
Proposition
Company Confidential
2014 Abbott
Brand: FROBEN
Country: Pakistan
BRAND Summary
Market Growth Drivers
Market Challenges
Company Confidential
2014 Abbott
Brand: FROBEN
Country: Pakistan
Company Confidential
2014 Abbott
Brand: FROBEN
Country: Pakistan
Company Confidential
2014 Abbott
Brand: FROBEN
Country: Pakistan
Learnings Gathered
Company Confidential
2014 Abbott
Brand: FROBEN
Country: Pakistan
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
Key Challenge 1
Activity
Company Confidential
2014 Abbott
Target
Brand: FROBEN
Country: Pakistan
Expected
Return
Budget
SMART - KPI
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
Company Confidential
2014 Abbott
Brand: FROBEN
Country: Pakistan
10
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
100%
188,200,000
59.2%
111,339,120
Access to Healthcare
50%
55,669,560
Prevalence of PAIN
75%
41,752,170
10%
4,175,217
5%
208,761
37%
77,242
Total BRAND
Patients
Company Confidential
2014 Abbott
Brand: FROBEN
Country: Pakistan
14
14
2010-2014
UNITS
000's
SELECTED TOTAL
ANSAID
PFZ
%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
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&
INFLAMATIX
AP&
SYNALGO
P/P
SANID
STY
RASBID
RPH
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
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
TORNIL
S7P
OCUFEN
ALL
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
Company Confidential
2014 Abbott
Brand: FROBEN
Country: Pakistan
15
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 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
Create
What Opportunities should be pursued?
Company Confidential
2014 Abbott
Brand: FROBEN
Country: Pakistan
18
Key Challenges
EXTERNAL CHALLENGES - Market 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:
Insert text:
Insert text:
Company Confidential
2014 Abbott
Brand: FROBEN
Country: Pakistan
20
Company Confidential
2014 Abbott
Brand: FROBEN
Country: Pakistan
21