University of Dhaka

Institute of Business Administration

EMBA Program- Marketing Practices

Assignment # 01
Marketing Plan

Prepared for
Md. Iftekharul Amin, Assistant Professor

Prepared By

Md. Abrar Mahir Khan ZR1701007 (Batch-27)

Md. Ehsanul Islam ZR1701019 (Batch-27)

Submission Date: November 21, 2017

1
 Executive Summary
Gallstone is a common disease in Bangladesh and almost 5% of the rural people are affected with
gallstone disease. Primary Biliary Cirrhosis (PBC) is an idiopathic chronic autoimmune liver disease. At
present, nearly 20 million people are suffering from other liver- related diseases like liver cirrhosis,
cancer and fatty liver disease.
Ursodeoxycholic Acid is the only drug which is approved by US FDA for the treatment of Primary
Biliary Cirrhosis. It is increasingly used for the treatment of cholestatic liver diseases. It appears to be
a safe and effective alternative to surgery in patients with gallstones.
As per IMS Plus (MAT), 2Q 2015, the total market size of Ursodeoxycholic Acid is Tk. 16.21 Cr. with
23.75% growth. Sun Pharma is the leader in this market with Ursocol. We are also working to launch
Ursodeoxycholic Acid Tablets and Suspension. We believe that we will be able to establish these
products in the market within short period of time.

Summary:

Brand Name Ursodex

Generic and Strength Ursodeoxycholic Acid BP 150 mg, 300 mg Tablet
& 250 mg/5 ml Suspension
Dosage Form Tablet & Suspension
Pack Size 20's (150 mg Tablet), 10's (300 mg Tablet) & 50
ml (250 mg/5 ml Suspension)
Price (MRP/Unit) 150 mg Tablet: Tk. 15.00, 300 mg Tablet: Tk. 25.
00, Suspension: Tk. 200.00
Expected value sale in first 12 months (Cr. Tk.) 2.53
Total promotional cost (Cr. Tk.) 0.21
Total promotional expense/sales (%) 8.15
Net profit in first 12 months (Cr. Tk.) 0.60

2
Figures at a glance:
Total market: Bile Therapy 16.21
& Colagogues (Cr. Tk.)
Growth (%) 23.75
Product Ursodex 150 Tablet Ursodex 300 Tablet Ursodex Suspension
Pack size 20's 10's 50 ml
TP/Pack (Tk.) 224.89 187.41 149.93
MRP/Pack (Tk.) 300.00 250.00 200.00
Unit sale/month 3,508 5,283 2,208
Unit sale in first year 42,100 63,400 26,500
Gross margin (%) 55.62 48.73 40.42
Mark-up (%) 29.62 22.73 14.42
Expected value sale in first 2.53
12 months (Cr. Tk.)
Sample cost in first 12 0.06
months (Cr. Tk.)
Sample-sale ratio in first 12 2.44
months (%)
Promotional cost in first 12 0.21
months (Cr. Tk.)
Net profit before tax in first 0.60
12 months (Cr. Tk.)

3
Product Orientation:
Product Name Ursodex 150 Ursodex 300 Ursodex
Tablet Tablet Suspension
Generic and Strength Ursodeoxycholic Ursodeoxycholic Ursodeoxycholic
Acid BP 150 mg Acid BP 150 mg Acid BP 250 mg/5
ml
Dosage Form Tablet Tablet Suspension
Pack Size 20's 10's 50 ml
MRP (including VAT)/Pack (Tk.) 300.00 250.00 200.00
TP/Pack (Tk.) 224.89 187.41 149.93
Therapeutic Class Bile Therapy & Colagogues
Product Base Group B
Indication * Dissolution of gall stones
* Primary biliary cirrhosis
SWOT analysis
Strength Weakness
● US FDA approved treatment ● Late entry into the market.
option for Primary billiary
cirrhosis
● Dissoves gallstones effectively
● Pregnancy category B
● We are capable of getting good
support from Hepatologists,
Gastroenterologists & Medicine
Specialists
Opportunity Threat
● Large market of Tk. 16.21 Cr. ● Competitor like Sun Pharma is very much aggressive in this
with 23.75% Growth (CAGR: market.
22.68%)
● We are expecting to grab 16%
market share within 1st year.

4
Market:

Bile Therapy & Colagogues: Tk. 16.21 Cr.

Growth(%): 23.75

Top 05 Manufacturers
Manufacturer Value Sale (Cr. Growth
Tk.) (%)
Sun Pharma 10.97 20.34
Opsonin 1.46 3.89
Drug 48.78
1.26
International
Acme 1.18 14.31
Mundi Pharma 0.45 75.2

Direct competitors

300 mgTablet

Product Manufacturer Value Sale (Cr. Tk.) Growth (%)

Ursocol Sun Pharma 7.53 14.40

Liconor Opsonin 0.84 -2.45
Ursolic Drug International 0.82 50.31
Uliv Acme 0.70 -10.14
Udihep Mundi Pharma 0.27 108.95

150 mg Tablet

Product Manufacturer Value Sale (Cr. Tk.) Growth (%)

Ursocol Sun Pharma 3.37 38.35

Uliv Acme 0.48 88.40
Ursolic Drug International 0.44 46.03
Liconor Opsonin 0.40 17.89
Oxycol Unimed & Unihealth 0.21 97.62

250 mg/5 ml Suspension

Value
Sale Growth
Product Manufacturer
(Cr. (%)
Tk.)
Liconor Opsonin 0.23 7.32

Source: IMS Plus (MAT), 2Q 2016

5
Production:
Basis: Commercial Pack
Ursodex 300 Ursodex 150 Ursodex
Tablet Tablet Suspension

Total MPO
400 400 400
No. of target doctors per MPO
2 2 1
Nationally total target doctors
800 800 400
No. of Prescription per doctor per
month 2 2 1
Nationally total prescription per
month 1,600 1,600 400
No. of commercial packs per
prescription 3 2 5
Total expected sale (commercial pack)
per month 4,800 3,200 2,000
Basis: Physician's Sample
300 mg Tablet 150 mg Tablet 250 mg/5 ml
(2's) (2's) Suspension (50
ml)
Total target doctors
800 800 400
No. of visit per doctor per month
4 4 2
No. of CC to be given per doctor per
visit 1 1 1
No. of CC to be given per doctor per
month 4 4 2
Average no. of phials per month
3,200 3,200 800

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 Promotion & Sales Plan based on above Data & analysis:
PROMOTIONAL PLAN
Month wise PPM SAMPLE GIFT AND GIMMICKS
breakdown
PPMU.cost Qty. T. cost Sample U.cost Qty. T. cost U.cost Qty. T. cost

300 mg Tablet 29.49 4,000 117,950

Month-1 Lit 10 10,000 100,000 500 1,000 500,000
Suspension 116.91 1,000 116,913
Month-2 Lit 10 10,000 100,000 150 mg Tablet 18.39 4,000 73,563
Month-3 SC 5 7,000 35,000 300 mg Tablet 29.49 4,000 117,950
Month-4
Month-5 500 1,000 500,000
Month-6 Pad 30 6,000 180,000 150 mg Tablet 18.39 4,000 73,563
Month-7
Month-8
Month-9
Month-10 SC 5 6,000 30,000 300 mg Tablet 29.49 4,000 117,950
Month-11
Month-12
Total 445,000 617,889 1,000,000

SALES FORECAST SALES FORECAST SALES FORECAST

Unit (Pack) Value (Tk.) Unit (Pack) Value (Tk.) Unit (Pack) Value (Tk.) Total Value
(Tk)
Ursodex 150 Tablet Ursodex 300 Tablet Ursodex Suspension

3,500 787,106 5,000 937,031 2,500 374,813 2,098,951

3,400 764,618 5,000 937,031 2,300 344,828 2,046,477
3,300 742,129 4,800 899,550 2,300 344,828 1,986,507
3,200 719,640 4,800 899,550 2,000 299,850 1,919,040
3,200 719,640 5,000 937,031 2,000 299,850 1,956,522
3,500 787,106 5,000 937,031 2,000 299,850 2,023,988
3,500 787,106 5,000 937,031 2,000 299,850 2,023,988
3,500 787,106 5,500 1,030,735 2,000 299,850 2,117,691
3,600 809,595 5,500 1,030,735 2,200 329,835 2,170,165
3,600 809,595 5,800 1,086,957 2,200 329,835 2,226,387
3,800 854,573 6,000 1,124,438 2,500 374,813 2,353,823
4,000 899,550 6,000 1,124,438 2,500 374,813 2,398,801
42,100 9,467,766 63,400 11,881,559 26,500 3,973,013 25,322,339

Total promotional cost (Cr. Tk.) 0.21

Sample/Sales(%) 2.44
(PPM + Gift)/Sales (%) 15.26
Total promotional expense/sales (%) 8.15

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Net Profit: 1st Year
Revenue (Tk.) 25,322,339
Less: COG 12,660,698
Gross margin (Tk.) 12,661,641
Less: Marketing expenses
Physician's sample 617,889
PPM cost 445,000
Gift 1,000,000
Total Marketing expenses 2,062,889
Less: Administrative & distribution cost 4,558,021
Total expenses 6,620,910
Net profit 6,040,732
Total investment (COG + Total expenses) 19,281,607
Gross margin (%) 50.00
Mark up (%) 23.86
Return on investment (ROI) % 31.33