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ANALYSIS:
• Good market growth indicating that thrombolysis is shifting from
corporate hospitals to the trade segment
• 3% difference in market share between Thromboflux and
Thrombosolv on value but corresponding unit share bifferance in
more than 8% , an indication of the competitive pricing
• No significant difference in units between icikinase and
Thrombosolv but value difference is enormous
• STPASE selling thrice the units of Thrombosolv but value
difference is just 30% indicating that the market is highly price
sensitive
STATES AT A GLANCE
SWOT
Strenghts
• Most preferred thrombolytic
• Most economical thrombolytic option
• Well established brand name
• Imported from Polamine Werk Germany- so meets
European Pharmacopoeia specifications
• Strong presence in institutions and ICUs
Weakness
• Generic prescriptions
• Price war
• Can’t be reused
• Too many contra-indications
Opputunity
• Untapped market in trade segment
• STK prescriptions
• Few small brands can be converted to Thrombosolv
Threat
• Decline in thrombolytic procedures
• Proposed entry of new fibrinolytics like “tpa” &
recombinant streptokinase
• Rampant substitution due to huge margins
Campaigns:
1) 400 departmental meetings (4 meetings/institution in
100 institutions across India) having a budget of
Rs.600/- per meeting have been planned in the months
of April’06, June’06, August’06 & October’06.
2) In order to establish Thrombosolv as a “Class
Streptokinase”, Zodiac series gifts will be given to
decision makers across India, starting from May’06 &
then every alternate month.
3) In order to address even the junior doctors a series of
toiletries will be distributed in every alternate month
starting from April’06
4) To ensure sure shot utilization of Thrombosolv, now
Thrombosolv 15 lac I.U. will be a part of ICU/ICCU-KIT.
5) 5 Samples of Thrombosolv 15 lac I.U. will also be
provided to all the DMs every month to take care of the
needs of certain other Thrombolysis centers.
Objective:
1) To achieve the set objective of 8.8 crore.
2) To achieve 2nd rank in ORG by March’07.
Brand Information:
RETA
PRICE
IL
TO BE
PRIC
NAME OF THE RETAI
E
PRODUCT (BULK COMPOSITION LED
(INCL
DRUG / APPROVED BY SPECIFICATION EXCISE (INCL.
USIV NAME OF MANUFACTURER
FORMULATION AND DRUG CONTROL OF PACK DUTY OF
E OF
ITS DOSAGE AUTHORITIES EXCIS
EXCI
FORMS) E
SE
DUTY)
DUTY
(RS.)
) (RS.)
THROMBOSOLV
INJ.
(INJ. 750000I.U 1,186. 1,48 POLAMIN WERK GmbH,
STREPTOKINASE VIAL _ _
STREPTOKINASE) . 40 3.00 GERMANY
750000I.U.
750000I.U.
THROMBOSOLV
INJ.
(INJ. 1500000I. 1,949. 2,43 POLAMIN WERK GmbH,
STREPTOKINASE VIAL _ _
STREPTOKINASE) U. 60 7.00 GERMANY
1500000I.U.
1500000I.U.
Competitors at a glance:
Target Indication:
1) Acute Myocardial Infarction
Target Audience:
1) Cardiologist
2) Physcian
3) ICCU Incharge
4) ICU Incharge
Communication:
1) A “NIBSC certified Class Streptokinase”.
2) The objective is to emphasize upon the quality of
Thrombosolv & to establish that Thrombosolv is a NIBSC
certified Class Streptokinase.
Promotional Inputs:
THROMBOSOLV ACTIVITY CALENDER
APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR
PRINT VA 1 VA 2 VA 3 VA 4
COMMON VA
Z- Z- Z- Z- Z- Z-
GIFTS DENIM SERIES DENIM SERIES DENIM SERIES DENIM SERIES DENIM SERIES DENIM SERIES
ACTIVITIES
DEP DEP DEP DEP
DEPARTMENTAL MEETINGS MEET MEET MEET MEET
Expenses:
CARDIOLOGISTS
OPTIONS (CLASS) QTY RATE COST TOTAL
ZODIAC TIE 1250 400 500000
ZODIAC HANDKIES 1250 200 250000
ZODIAC BELTS 1250 500 625000
ZODIAC WALLETS 1250 500 625000
ZODIAC CUFF LINKS 1250 400 500000
ZODIAC SOCKS SET 1250 250 312500
TOTAL 2812500
JR.DOCS
OPTIONS IN PAIR QTY RATE COST TOTAL
3750 70 262500
3750 70 262500
3750 70 262500
DENIM SERIES 3750 70 262500
3750 70 262500
3750 70 262500
TOTAL 1575000 4387500
Targets:
ANNUAL
BRAND UNITS VALUE
Sales-Expense ratio: