Reportonmarketingplanofuttone 12923021782118 Phpapp01

Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd
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)
Stevens Business School, Batch: 2009 - 2011
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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
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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 UTTone 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
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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 cooperative 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
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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 competitors product and their ingredients.
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INDEX
Sr. No. Particular Acknowledgements Executive Summary Index 1 1.1 1.2 1.3 1.4 1.5 2 Brief about UT-Tone Ingredients and Actions Unique selling proposition (USP) of UT-Tone Merit of UT-Tone Demerit of UT-Tone Suggested names for Re-Launch of UT-Tone Page No. 04 05 06 09 09 12 12 12 13 14 14 14 15 16 16 19 20 20 21 21 22 22 23 23 24
Current Marketing Situation 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 2.9 Growth of Indian Pharmaceutical Market and Lincoln Pharmaceutical market Introduction to Gynaec Market Top Ten Pharmaceutical Market Gynaec Market Sales in Rs Cr Sales by sub-segments UT-Tone Market Situation Sales of UT-Tone in Rs in Lakh Competitive Analysis Price Comparison
3 4
Threat and Opportunities Market Survey Detail 4.1 4.2 4.3 4.4 Title Objectives Research Method Sample Design
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4.5 Data Analysis 4.5.1 4.5.2 4.5.3 4.5.4 4.5.5 4.5.6 4.5.7 5 Uterine tonic preferred by doctors most for routine feminine problems The major indications in which uterine tonic prescribed The major herbals, considered as the most effective curing uterine problems or infertility The patient benefits that considered the most especially in Uterine tonic or feminine tonic Doctors expectations from companies who market uterine tonic product Source from where doctors come to know about uterine tonic product The promotional activities used for uterine tonic products 25 25 26 27 28 29 30 31 32 32 32 32 33 34 34 39 40 44 45 46 47 48 48 49 50 51 51 57 Page 7
Marketing Strategy for UT-Tone 5.1 5.2 5.3 5.4 Objectives for Marketing Plan Segment Profile Positioning Marketing Expenditure
Action Programs 6.1 6.2 6.3 6.4 6.5 6.6 Target states for launch plan Segment Size Sales Forecasting Promotional Plan to doctors Promotional Plan to Business Executives Call plan for Business Executive per Month
7 8
Budget For 2011 Control during Application of Marketing Plan 8.1 8.2 Check point for controlling Example of control sheet for sales per quarter
9 10
Bibliography Annexure 10.1 10.2 Proposal for Marketing Plan of UT-Tone Questionnaire for Doctors

10.3 10.4 10.5 11 Questionnaire for Chemists List of Gynecologists Visual ad 60 61 63 64
Reflective Note
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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 Price o 200ml syrup at Rs 65 200ml syrup
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
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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
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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 Page 11

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.
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1.5) Suggested names for Re-launch of UT-tone
Sure Cure - Surety of purity She Tone For she it is pure Pube Tone - Females Wellbeing P2P Puberty 2 Post menopause Pregnasure Surety of Fertility
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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 For IPM 2007 2008 2009 2010
Growth in % For Lincoln pharmaceutical Ltd 25 -25 0.38
14.98 10.23 17.68
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 o o o Hormones VMS (Vitamins, Minerals, Supplements) Anti-infective Others
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Gynaec Market
Regular Gynaec Market
Infertility Treatment
Hormones
VMS (Vitamins, minerals, supplements)
Anti-infectives
Other
Hormones
So basically two main questions arise o o What is estimated market for gynecological products? 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 Anti-infectives Cardiac Gastro Intestinal Respiratory Pain/ Analgesic Gynaec VMS Derma Neuro / CNS Anti Diabetic Value (Rs.Cr) 6287 3947 3832 3107 3082 2766 1933 1927 1862 796 CAGR % (2006 09) 13 16 12 11 13 14 08 13 13 20
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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
6000 5000 4000 3000 2000 1000 0 2006 2007 2008 2009 1845 2096
5326
14%
2475 2766 Gynaec Market sales in Rs. Cr
2014
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 Others Anti-infective Hormones VMS CAGR % (2006 09) 15 08 18 12
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Sales by sub-segments in Rs Cr
3000 2500 2000 1500 1000 402 63 615 528 480 71 862 765 345 59 75
523
500
0
917
1015
1159
1300
2006 VMS
2007 Hormones
2008 Anti-infectives Others
2009
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 o Recorded a CAGR (2006 -09) of 18% as opposed to 14% for Total Gynaec market 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 o Anti-Progestogen: Growth has been driven by the increase in medical abortion Contraceptives: Increasing awareness, lifestyle changes, increasing number of working women, etc have all led to the growth of oral contraceptives CAGR (2006 09) 18% Page 17

o New generation oral contraceptives: Drospirenone and norgestrel combinations (with ethinylestradiol) driving growth 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 o 40% VMS Rx come from gynecologists making the market of Rs 520 Cr 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) 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
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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

Markets share of UTTone in Uterine Tonic Market 0.051 0.082 0.070 0.160
Year
Uterine Tonic Market in Rs Cr 71.2 71.4 85.3 96.4
UT-Tone Market in Rs Lakh 3.65 5.87 6.017 9.06
2007 2008 2009 2010
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2.7) Sales of UT-Tone in Rs in Lakh
10 9 8 7 6 5 4 3 2 1 0
9.06114
5.87872 3.67521
6.01717 Sales of UT-Tone in Rs in Lakh
MAT MAR'07
MAT MAR'08
MAT MAR'09
MAT MAR'10
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
Sum of MAT MAR'10 in Rs in Cr

35
30 25 20 15 10 5 0 11.4954817 7.0184283 0.0906114 Sum of MAT MAR'10 in Rs in Cr 31.6718917
5.4546779 3.0794144 1.8371988
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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 Cycloset (Alembic) Evecare (Himalaya) M2- Tone (Charak Pharma) Amycordial (Aimil Pharma) Gynedol (DWD Pharma) Ashokarisht UT-Tone Packing Size 300 ml 200ml 200ml 200ml 200 ml 300ml 200 ml MRP Rs 162.75 Rs 75 Rs 72 Rs 70 Rs 67.75 Rs 75 Rs 65.90 Price to Retailer in Rs Rs 135.56 Rs 62.47 Rs 59.98 Rs 58.32 Rs 56.45 Rs 62.50 Rs 54.92 Price to Stockiest in Rs Rs 123.19 Rs 56.77 Rs 54.50 Rs 52.99 Rs 51.30 Rs 56.80 Rs 49.92
3) Threat & Opportunities

Threats o Development in allopathic medicine
Opportunities o o o Increase in Feminine problems Increase in population Increase in the knowledge of Ayurvedic products in the Doctors
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Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd 4) Market Survey Detail 4.1) Title
Proposal for formulating marketing Plan for UT-Tone.
4.2) Objectives
1. Current marketing situation: 1.1. To prepare market description that defines the market and major segments, reviews customer needs and factors in the marketing environment that may affect customer purchase. 1.2. To find out sales, price and gross margin of the UT-Tone. 1.3. To find out strategies for product quality, pricing, distribution and promotion for competitors product for uterine tonic. 1.4. To evaluate the recent sales trends for uterine tonic by review of distribution. 2. Threats and opportunities analysis: 2.1. To find out threats and opportunities that UT-tone might face. 3. Objectives and issues: 3.1. To find out the main herbal ingredients present in the competitors brands and compare it with UT Tone. 3.2. To compare each of the ingredients with other competitors brands with UT-Tone and make a special note on that. 3.3. To prepare a literature stating the advantages of UT tone in compared with other brands available in the market. 3.4. To find out the major indications in which these brands are prescribed major. 3.5. To find out the total duration for which it is prescribed according to the indication. 3.6. To find out the major herbals, doctors consider as the most effective curing uterine problems or infertility. Stevens Business School, Batch: 2009 - 2011 Page 22

3.7. To find out the major brands available in the market for uterine tonic. 4. Marketing strategy 4.1. To make marketing strategy for UT-Tone by which Lincoln Pharmaceutical Ltd. hopes to achieve its marketing objectives and the specifics of target markets, positioning and marketing expenditure levels. 5. Action programs 5.1. To prepare action programs which make program for what will be done and by whom at which time and how much will it cost. 6. Budget 6.1. To prepare supporting marketing budget that is essentially a projected profit and loss statement which shows expected revenues and expected costs. 7. Control 7.1. To outlines the control that will be used to monitor progress by measuring return on marketing investment.
4.3) Research Method

Data required Data Source Data collection tool
To find out the main herbal ingredients present in the competitors brands and compare it with UT Tone. To compare each of the ingredients with other competitors brands with UT Tone and make a special note on that. To prepare a literature stating the advantages of UT tone in compared with other brands available in the market. To find out sales, price and gross margin of the UTTone. To prepare market description that defines the market and major segments, reviews customer needs and factors in the marketing environment that may affect customer purchase.
Internet, MIMS,ORG, Drug Today, etc
Literature Survey
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To find out threats and opportunities that UT-tone might face. To find out strategies for product quality, pricing and distribution for competitors product for uterine tonic. To find out the major indications in which these brands are prescribed major. To find out the total duration for which it is prescribed according to the indication. To find out the major herbals, doctors consider as the most effective curing uterine problems or infertility.
To find out the major brands available in the market for uterine tonic. To find out sales of uterine tonic products in Ahmadabad Medicine market as per chemist survey. To find out pricing of available brands of uterine tonic. To find out promotional schemes given to chemists for uterine tonic products.
Doctors of Ahmadabad
Questionnaire
Chemists of Ahmadabad
Questionnaire
4.4) Sampling Design

Target population Sampling techniques Total sample size Chemist Doctors : : : : : Chemists, doctors Convenience Sampling 60 20 40
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4.5) Data Analysis
4.5.1) Uterine tonic preferred by doctors most for routine feminine problems
Uterine Tonic Prefered By Doctors

80 70
70
60
60
Cycloset(Alembic) Evecare (Himalaya)
50 % Response 42.5 40 35 30 M2-Tone (Charak Pharma) Amycordial (Aimil Pharmaceutical) Gynedol (DWD Pharma Ltd) UT-Tone (Lincoln Pharma) Ashokarisht 7.5
20 15 10
17.5
Uterine Tonic Products
Interpretation Market Leader for Uterine tonic Product is Evecare which is brand of Himalaya. Other uterine product like M2-Tone from Charak Pharma, Cycloset from Alembic and Gynedol from DWD Pharma Ltd has market share of around 60%, 44% and 35% respectively.
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4.5.2) The major indications in which uterine tonic prescribed
Indication in which Uterine Tonic Precscibed

Premature ejaculation Urinary Infection Infertility Menopausal syndrome Vaginal pains and infections Amenorrhea Exessive Bleeding Dysmenorrheal Menstrual Disorders Leucorrhea 0 10 20 30 40 47.5 50 60 70 80 90 32.5 80 12.5 35 65 5 15 37.5 10
Total Frequency in %
Interpretation: From the Graph it can be interpreted that the major indication for prescription of uterine tonic products are Menstrual Disorders, Excessive Bleeding, Leucorrhea, Menopausal Syndrome and Amenorrhea. The duration for the Uterine products in these indications are majorly for 3 months with 2 times in a day dosage.
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4.5.3) The major herbals, considered as the most effective curing uterine problems or infertility
Major Herbals considered as most effective curing uterine problems or infertitlity

2.5 2.5 7.5 52.5 2.5 2.5 10 32.5 90 0 35 7.5 72.5 Amla Guduchi Shilajeet Loh bhasma Chitrak Chavak Jaiphal Ghritkumari Shatavari Daruharidra Musta Shivalingi Lodhra
Interpretation: From the graph, it can be interpreted that the major herbals which are considered as most effective curing uterine problems or infertility are Ashoka, Satavari, Lodhra, Loh Bhasma, Ghritkumari and Musta.
92.5
7.5 7.5 7.5 15
Ashoka Mandur bhasma Vanghbhasma Garika Jatamansi Kankola Kamal
0
5
50
100
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4.5.4) The patient benefits that considered the most especially in uterine tonic or feminine tonic
Benefits to Patients
17.5 Good for Hair 17.5 Good for skin 17.5 17.5 20 Blood Purifier 37.5 Patients Benefits Improve liver Health 10 Promote Ovulation 17.5 12.5 12.5 42.5 Improve fertiliy 45 47.5 45 Improve Digesion System Regulate Menstrual cycle Mental Stability Increase Lacatation During Feeding Improve Ovarian Hormon function No Side Effects improve health of colon Improve metabolism
Interpretation: From the graph, we can interpreted that the major benefits to patients from uterine tonic or feminine products are regular menstrual cycle, improve digestion system, mental stability, improve fertility and improve health of liver.
20
40
60
Frequency in %
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4.5.5) Doctors expectations from companies who market uterine tonic product
Doctors Expectations from Companies who Market Uterine Tonic Products

70 60 50 42.5 35 25 62.5
40
30 20 10 0
Total Frequency in % Imcrease patient knowledge about ayurvedic products Regular campaign of ayurvedic products for soctors Patient education on how ayurvedic products help and what are the major criterions for using those products
Audio - Visual promotion to doctors

Free Sample Sufficient free sample for complete treatment of patient
Interpretation: From the graph, we can interpreted that the doctors expectations from companies who market uterine tonic products are patient education on how Ayurvedic products help and what are the major criterions for using these products and second one is improve patients knowledge about Ayurvedic products.
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4.5.6) Source from where Doctors come to know about Uterine Tonic Product
Source from where Doctors come to know about Uterine Tonic Product
120 100
100
80
60
40
32.5 15
20
0
Total Frequency in % company Executives Internet Health Magazines
Interpretation: From the graph, we can interpret that the major source from where doctors come to know about uterine tonic product is the company executive regular visit to doctors.
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4.5.7) The promotional activities used for uterine tonic products
Promotional Activities used for Uterine Tonic Products
2.5 2.5 7.5 15 12.5 20 2.5 75 32.5 57.5
Board of organ chart Website to create talk with experts Gifts Big Hoardings at Hospital Table tops Sponcer Ship of events Internet Free Sample Literatures
Company Executives
20
40
60
80
Interpretation: From the graph, we can interpreted that the major promotion tool used by company for uterine tonic product are free samples, regular visit b company executives and literature. During survey we are able to find out the other new kind of promotion tools which are used by companies are sponsorships of events of doctors as well as medical students association, big hoarding or organ chart with company name at clinic.
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5) Marketing Strategy for UT-Tone
5.1) Objectives for Marketing Plan
Brand Value in Rs in Lakh 9.06114 16,02,006 29,63,712 59,27,423 Growth in Brand Value in % 45.17 75 85 100 Market share in Uterine Tonic Market 0.16 0.28 0.51 1.036
Year 2010 2011 2012 2013
5.2) Segment Profile

Geographic o City : UP, Rajasthan, Gujarat, MP, North Belt, Orissa, Assam
Demographic o o Occupation : Professional Education : College Graduate (MBBS, MD - DGO, MD - GYNEC, Ayurvedic Doctors)
5.3) Positioning
It is prepared from 100% natural herbs and Ayurvedic medicinal plants. UT Tone syrup provides support and functioning of uterus and also aids in enhancing the fertility of the women. This Ayurvedic formulation is a solution to all uterine disorders thereby providing strength, vigour and vitality to all females. Regular intake of UT Tone keeps the female genital organs healthy, functional and increases immunity against all types of genital infections.
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5.4) Marketing Expenditure
Year 2011 2012 2013
% of Total Revenue 21% 15% 15%
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6) Action Programs
6.1) Target states for launch plan
UP UTRANCHAL
RSM LUCKNOW 1
ASM-I BE BE BE BE BE BE
LUCKNOW LUCKNOW BAREILY KANPUR LAKHIMPUR MORADABAD JHANSI
1 2 1 2 1 1 1 8 RSM ASM BE 1 3 20
ASM-II BE BE BE BE BE
VARANSI VARANSI AZAMGARH GORAKHPUR ALLAHBAD FAIZABAD
1 1 1 1 1 1 5
TOTAL
24
ASM-III BE BE BE BE BE BE
GHAZIABAD\MEERUT GHAZIABAD MEERUT DEHRADUN AGRA ALIGARH HALDWANI
1 2 1 1 1 1 1 7
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RAJASTHAN
RSM ASM-I BE BE BE BE JAIPUR JAIPUR JAIPUR BIKANER GANGANAGAR BAHRATPUR 1 1 3 2 1 1 7 2 3 2 2 1 8 RSM ASM BE TOTAL 1 3 15 19
ASM-II BE BE BE BE
JODHPUR\UDAIPUR JODHPUR UDAIPUR AJMER KOTA
GUJARAT
RSM ASM-I BE BE BE ASM-I BE BE BE BE BE ASM-III BE BE BE BE BE BE AHMEDABAD AHMEDABAD AHMEDABAD MEHSANA PALANPUR RAJKOT RAJKOT BHAVNAGAR+AMRELI JUNAGARDH+UNA JAMNAGAR BHUJ+KUTCH SURAT SURAT BARODA DAHOD+ANAND GODHARA BHARUCH+ANKLESHWER VAPI+VALSAD 1 1 4 1 1 6 1 2 1 1 1 1 6 1 2 1 1 1 1 1 7
RSM ASM MR Total
1 3 19 23
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MP
RSM ASM-I BE BE BE BHOPAL BHOPAL BHOPAL GWALIOR GUNA SAGAR JABALPUR JABALPUR RAIPUR BILASPUR SATNA REWA INDORE INDORE UJJIAN RATLAM KHANDAW 1 1 2 1 1 1 5 1 2 1 1 1 1 6 1 2 1 1 1 5
RSM ASM BE TOTAL
1 3 16 20
ASM-II BE BE BE BE BE ASM III BE BE BE BE
NORTH BELT (PUNJAB,CHANDIGARH,DELHI)

RSM ASM-I, II BE DELHI DELHI DELHI 1 3 10 10 1 2 1 1 3 1 8 RSM ASM BE TOTAL 1 4 18 23
ASM III BE
ROHTAK ROHTAK SIRSA / HISSAR GURAGAON / REWARI FARIDABAD PANIPAT / SONIPAT / KARNAL
Page 36

ORISSA
RSM ASM-I BE BE BE BE ASM-II BE BE BE BE CUTTACK CUTTACK CUTTACK ANGUL DHENKANAL BERHAMPUR BHUBNESHWAR PURI KEONJHAR JAGATSINGHPUR KENDRAPADA 1 1 3 1 1 2 7 1 1 1 1 1 4 1 1 1 1 1 4 1 2 1 1 1 1 6 1 1 1 1 1 1 5
RSM ASM BE TOTAL
1 4 26 31
ASM-III BE BE BE BE
BHADRAK BARIPODA BALASORE BHADRAK JAJPUR
ASM-III BE BE BE BE BE
SAMBALPURE SAMBALPURE SUNDERGARH JARSUGADA ROULKELA BARGAH
ASM-IV BE BE BE BE BE
BOLANGIR BOLANGIR BHAWANIPATANA SONEPUR JEYPORE KHURDA
Page 37

ASSAM
RSM ASM-II BE BE BE BE BE IMPHAL IMPHAL IMPHAL AIZWAL KARIMGANJ+SILCHAR AGARTALA SHILONG 1 1 1 1 1 1 1 5 ASM-I BE BE BE BE BE JYOTI GAUWAHATI GAUWAHATI BARIPETA N.LAKHIMPUR DHUBRI KOKRAJHAR 1 1 1 1 1 1 5 1 1 1 1 1 4
RSM ASM MR TOTAL
1 3 14 18
ASM-II BE BE BE BE
SABBIR JORHAT DIBRUGARH DIMAPUR TINSUKIA
Target States for Launch Plan Name of States UP RAJASTHAN GUJARAT MP NORTH BELT ORISSA ASSAM Number of Business Executives per State 20 15 19 16 18 26 14 Total Target States 7 Total Business Executive in Target States 128
Page 38

6.2) Segment Size
Segment Size State Gujarat M.P U.P Delhi Asham Orissa Rajasthan Number of Doctors per Business Executive 100 100 100 100 100 100 100 Number of Business Executive per state 19 16 20 18 14 26 15 Total Number of Doctors per State 1900 1600 2000 1800 1400 2600 1500 12800 Total Sample Size
Category of Doctors on the Basis of Prescription generation scale A category doctors B+ Category doctors B Category Doctors
% of Doctors in category 30% 50% 20%
Page 39

6.3) Sales forecasting
Expected Sales from Product in 2011

Quarter 1 Number January Name of State of B.E. Total per State No. of Number Unit per of Unit B.E per State Gujarat 19 15 285 M.P 16 15 240 U.P 20 15 300 Delhi 18 15 270 Asham 14 15 210 Orissa 26 15 390 Rajasthan 15 15 225 Total unit sales in month Total unit sales in Quarter Total unit sales in 2011 1920 February Total No. of Number Unit per of Unit B.E per State 15 285 15 240 15 300 15 270 15 210 15 390 15 225 1920 March April Quarter 2 May June July Total No. of Number Unit per of Unit B.E per State 22 418 22 352 22 440 22 396 22 308 22 572 22 330 2816 Quarter 3 August Total No. of Number Unit per of Unit B.E per State 24 456 24 384 24 480 24 432 24 336 24 624 24 360 3072 September Total No. of Number Unit per of Unit B.E per State 24 456 24 384 24 480 24 432 24 336 24 624 24 360 3072 October Total No. of Number Unit per of Unit B.E per State 25 475 25 400 25 500 25 450 25 350 25 650 25 375 3200 Quarter 4 November Total No. of Number Unit per of Unit B.E per State 25 475 25 400 25 500 25 450 25 350 25 650 25 375 3200 December Total No. of Number Unit per of Unit B.E per State 25 475 25 400 25 500 25 450 25 350 25 650 25 375 3200
Total No. of No. of Total Number of Number of Unit per Unit per Unit per State Unit per B.E B.E State 18 342 20 380 18 288 20 320 18 360 20 400 18 324 20 360 18 252 20 280 18 468 20 520 18 270 20 300 2304 2560
Total Total No. of No. of Number Number Unit per Unit per of Unit of Unit B.E B.E per State per State 20 380 22 418 20 320 22 352 20 400 22 440 20 360 22 396 20 280 22 308 20 520 22 572 20 300 22 330 2560 2816
6144
7936 32640
8960
9600
Page 40

Quarter 1 Quarter 2 Quarter 3 Quarter 4
Number January February March April May June July August September October November December Name of State of B.E. Total Total Total Total Total Total Total Total Total Total Total per State No. of No. of No. of No. of No. of No. of No. of No. of No. of No. of No. of No. of Number Number Number Number Total Number of Number Number Number Number Number Number Number Unit per Unit per Unit per Unit per Unit per Unit per Unit per Unit per Unit per Unit per Unit per Unit per of Unit of Unit of Unit of Unit Unit per State of Unit of Unit of Unit of Unit of Unit of Unit of Unit B.E B.E B.E B.E B.E B.E B.E B.E B.E B.E B.E B.E per State per State per State per State per State per State per State per State per State per State per State Gujarat 19 28 532 32 608 35 665 35 665 38 722 38 722 40 760 40 760 42 798 45 855 48 912 50 950 M.P 16 28 448 32 512 35 560 35 560 38 608 38 608 40 640 40 640 42 672 45 720 48 768 50 800 U.P 20 28 560 32 640 35 700 35 700 38 760 38 760 40 800 40 800 42 840 45 900 48 960 50 1000 Delhi 18 28 504 32 576 35 630 35 630 38 684 38 684 40 720 40 720 42 756 45 810 48 864 50 900 Asham 14 28 392 32 448 35 490 35 490 38 532 38 532 40 560 40 560 42 588 45 630 48 672 50 700 Orissa 26 28 728 32 832 35 910 35 910 38 988 38 988 40 1040 40 1040 42 1092 45 1170 48 1248 50 1300 Rajasthan 15 28 420 32 480 35 525 35 525 38 570 38 570 40 600 40 600 42 630 45 675 48 720 50 750 Total unit sales in month Total unit sales in Quarter Total unit sales in 2012
3584
4096
4480
4480
4864
4864
5120
5120
5376
5760
6144
6400
12160
14208 60288
15616
18304
Page 41

Quarter 1 Quarter 2 Quarter 3 Quarter 4
Number January February March April May June July August September October November December Name of State of B.E. Total Total Total Total Total Total Total Total Total Total Total per State No. of No. of No. of No. of No. of No. of No. of No. of No. of No. of No. of No. of Number Number Number Number Total Number of Number Number Number Number Number Number Number Unit per Unit per Unit per Unit per Unit per Unit per Unit per Unit per Unit per Unit per Unit per Unit per of Unit of Unit of Unit of Unit Unit per State of Unit of Unit of Unit of Unit of Unit of Unit of Unit B.E B.E B.E B.E B.E B.E B.E B.E B.E B.E B.E B.E per State per State per State per State per State per State per State per State per State per State per State Gujarat 19 55 1045 58 1102 60 1140 65 1235 70 1330 75 1425 80 1520 85 1615 90 1710 95 1805 100 1900 110 2090 M.P 16 55 880 58 928 60 960 65 1040 70 1120 75 1200 80 1280 85 1360 90 1440 95 1520 100 1600 110 1760 U.P 20 55 1100 58 1160 60 1200 65 1300 70 1400 75 1500 80 1600 85 1700 90 1800 95 1900 100 2000 110 2200 Delhi 18 55 990 58 1044 60 1080 65 1170 70 1260 75 1350 80 1440 85 1530 90 1620 95 1710 100 1800 110 1980 Asham 14 55 770 58 812 60 840 65 910 70 980 75 1050 80 1120 85 1190 90 1260 95 1330 100 1400 110 1540 Orissa 26 55 1430 58 1508 60 1560 65 1690 70 1820 75 1950 80 2080 85 2210 90 2340 95 2470 100 2600 110 2860 Rajasthan 15 55 825 58 870 60 900 65 975 70 1050 75 1125 80 1200 85 1275 90 1350 95 1425 100 1500 110 1650 Total unit sales in month Total unit sales in Quarter Total unit sales in 2011
7040
7424
7680
8320
8960
9600
10240
10880
11520
12160
12800
14080
22144
26880 120704
32640
39040
Page 42
Expected Sales in units for Product

Year Quarter Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Expected Sales in Unit Per Per During 3 Quarter Year Years 6144 7936 32640 8960 9600 12160 14208 60288 213632 15616 18304 22144 26880 120704 32640 39040
2011
2012
2013
Sales forecasting in Rupees

Expected sales in Rupees Year Quarter Per Per Year Quarter 302530.6 390768.6 1607193.6 441190.4 472704 598758.4 699601.9 2968581.1 768931.8 901289 1090371 1323571 5943465 1607194 1922330 During 3 Years
2011
2012
2013
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
10519240
Page 43

6.4) Promotional Plan To Doctors
Promotional Tool Visual Aid Calendar of Product A3 size posters for patient education Prescription Pad Sponsorship of Doctors Association function Book Mark Sponsorship of Medical colleges degree allocation function Model or Chart of Female Reproductive system Book of Gynecology Practices Wall Clock Packet of Celebration Chocolate
Promotional Month Every month January February March once in a year May June July August September October
Unit required per year 128 2560 1280 1280 1 1280 1 640 70 1280 12800
Promotional Tool One Page Product card to Doctors Special Visiting Cards Thanking Card to Doctors Free Samples to Doctors
Unit required per year 3840 399360 15360 15360
Page 44

6.5) Promotional Plan To Business Executive
Promotional Tool
Sample Unit
Gift
Promotional Month
Total Number of B.E per State
Total State
Total Unit Required in year
Gifts to Top 3 Business Executive in each State
Diamond B.E Platinum B.E Gold B.E
Watch of Rs 2000 Watch of Rs 1500 Watch of Rs 1000 3 Days and 4 Nights at 5star Hotel 2 Days and 3 Nights at 5star Hotel 1 Day and 2 night at 5star Hotel
June
June
June
Incentive Planning for Business Executives Gifts to Top 3 Business Executive in each State
Diamond B.E
December
Platinum B.E
December
Gold B.E
December
2% Incentive on achievement of Target every month
Page 45

6.6) Call plan for Business Executive per month
Call Plan for One Business Executive per month Sample Unit A category doctors B+ Category doctors B Category Doctors Total Call per month per B.E No. of Doctors to visit per month 30 50 20 260 Call per Month 4 2 2 Total call per Month 120 100 40
Page 46

7) Budget for 2011
Cost Plan for 2011 Promotional Tools One Page Product card to Doctors Special Visiting Cards Thanking Card to Doctors Free Samples to Doctors Visual Aid Calender of Product A3 size postors for patient education Prescription Pad Sponcership of Doctors Association function Book Mark Sponcership of Medical colleges degree allocation function Model or Chart of Female Reproductive system Book of Gynecology Practises Wall Clock Packet of Celebration Chochlate Watch of Rs 2000 to B.E Watch of Rs 1500 to B.E Watch of Rs 1000 to B.E 3 Days and 4 Nights at 5star Hotel for B.E 2 Days and 3 Nights at 5star Hotal for B.E 1 Day and 2 night at 5star Hotel for B.E Unit Required per Year 3840 399360 15360 15360 128 2560 1280 1280 1 1280 1 640 7 1280 12800 7 7 7 7 7 7 Cost of Promotional tool per unit in Rs 2 0.2 0.2 12.31 300 120 10 10 25000 1 20000 100 1500 30 50 2000 1500 1000 4000 3000 2500 14000 10500 7000 28000 21000 17500 25600 339613.6 118272 123600 992200 64000 10500 38400 640000 1280 20000 Total Promotional Cost in Rs 7680 79872 3072 189081.6 38400 307200 12800 12800 25000 Total Administration Cost Total General Total Corporate Cost Branding Cost
2% Incentive on achievement of Target every month Cost for 2011 in Rs Total Cost in Rs 2011
1573685.6
Page 47

8) Control during Application of marketing plan
8.1) Check point for controlling
Match actual sales figure o o o Every month Every quarter Every year
Match the unit sales per state per month o o o Every month Every quarter Every year
Business Executive target Promotional activities at every month, quarter and yearly
Page 48

8.2) Example of Control sheet for Sales per Quarter
Control sheet for sales during 2011 Quarter 1 Number January February Name of State of B.E. Expected Expected Actual Actual per State Total Total sales of sales of Number of Number unit per unit per Unit per of Unit state state State per State Gujarat 19 285 285 M.P 16 240 240 U.P 20 300 300 Delhi 18 270 270 Asham 14 210 210 Orissa 26 390 390 Rajasthan 15 225 225 Total unit sales in month Total unit sales in Quarter Total unit sales in 2011
Stevens Business School, Batch: 2009-2011
Quarter 2 March Expected Actual Total sales of Number unit per of Unit state per State 342 288 360 324 252 468 270 2304 April May Expected Expected Actual Total Actual sales Total sales of Number of unit per Number unit per of Unit state of Unit state per State per State 380 380 320 320 400 400 360 360 280 280 520 520 300 300 2560 7936 32640 2560 June Expected Actual Total sales of Number unit per of Unit state per State 418 352 440 396 308 572 330 2816 July Expected Actual Total sales of Number unit per of Unit state per State 418 352 440 396 308 572 330 2816 8960
Quarter 3 August Expected Actual Total sales of Number unit per of Unit state per State 456 384 480 432 336 624 360 3072 September Expected Actual Total sales of Number unit per of Unit state per State 456 384 480 432 336 624 360 3072 October Expected Actual Total sales of Number unit per of Unit state per State 475 400 500 450 350 650 375 3200 9600
Quarter 4 November Expected Actual Total sales of Number unit per of Unit state per State 475 400 500 450 350 650 375 3200 December Expected Actual Total sales of Number unit per of Unit state per State 475 400 500 450 350 650 375 3200
1920 6144
1920
Page 49

9) Bibliography
Research Methods for Business Students (3rd Edition) by Mark Saunders, Philip Lewis and Adrian Thornhill (2007), Dorling Kindersley (India) Pvt Ltd, New Delhi Marketing: An Introduction (7th Edition) by Armstrong and Philip Kotler (2005), Dorling Kindersley (India) Pvt Ltd, New Delhi. http://www.alibaba.com/producttp/109909725/Women_health_tonic_Femohills_kit.html http://www.alibaba.com/countrysearch/IN/uterine-tonic.html http://www.ambikamedico.com/ayurveda_categories/menstrual_condition_3.htm http://vaniindia.org.whbus12.onlyfordemo.com/herbal/plantdir.asp
Page 50

10.1) Annexure 1
Proposal for Marketing Plan of UTTone

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)
Page 51
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd Title

Proposal for formulating marketing Plan for UT-Tone.
Objectives
1. Current marketing situation: a. To prepare market description that defines the market and major segments, reviews customer needs and factors in the marketing environment that may affect customer purchase. b. To find out sales, price and gross margin of the UT-Tone. c. To find out strategies for product quality, pricing, distribution and promotion for competitors product for uterine tonic. d. To evaluate the recent sales trends for uterine tonic by review of distribution. 2. Threats and opportunities analysis: a. To find out threats and opportunities that UT-tone might face. 3. Objectives and issues: a. To find out the main herbal ingredients present in the competitors brands and compare it with UT Tone. b. To compare each of the ingredients with other competitors brands with UT-Tone and make a special note on that. c. To prepare a literature stating the advantages of UT tone in compared with other brands available in the market. d. To find out the major indications in which these brands are prescribed major. e. To find out the total duration for which it is prescribed according to the indication. f. To find out the major herbals, doctors consider as the most effective curing uterine problems or infertility.
g. To find out the major brands available in the market for uterine tonic.
Page 52

4. Marketing strategy a. To make marketing strategy for UT-Tone by which Lincoln Pharmaceutical Ltd. hopes to achieve its marketing objectives and the specifics of target markets, positioning and marketing expenditure levels. 5. Action programs a. To prepare action programs which make program for what will be done and by whom at which time and how much will it cost. 6. Budget a. To prepare supporting marketing budget that is essentially a projected profit and loss statement which shows expected revenues and expected costs. 7. Control a. To outlines the control that will be used to monitor progress by measuring return on marketing investment.
Research Method
Data required Data Source Data collection tool
To find out the main herbal ingredients present in the competitors brands and compare it with UT Tone. To compare each of the ingredients with other competitors brands with UT Tone and make a special note on that. To prepare a literature stating the advantages of UT tone in compared with other brands available in the market. To find out sales, price and gross margin of the UTTone. To prepare market description that defines the market and major segments, reviews customer needs and factors in the marketing environment that may affect customer purchase. To find out threats and opportunities that UT-tone
Internet, MIMS,ORG, Drug Today, etc
Literature Survey
Page 53

might face. To find out strategies for product quality, pricing and distribution for competitors product for uterine tonic. To find out the major indications in which these brands are prescribed major. To find out the total duration for which it is prescribed according to the indication. To find out the major herbals, doctors consider as the most effective curing uterine problems or infertility.
To find out the major brands available in the market for uterine tonic. To find out sales of uterine tonic products in Ahmadabad Medicine market as per chemist survey. To find out pricing of available brands of uterine tonic. To find out promotional schemes given to chemists for uterine tonic products.
Doctors of Ahmadabad
Questionnaire
Chemists of Ahmadabad
Questionnaire
Sampling Design
Target population Sampling techniques Total sample size Chemist Doctors : : : : : Chemists, doctors Convenience Sampling 60 20 40
Page 54

Time scale
Sr. No. 1
Function Finalizing Project Proposal
Days 25th October to 2nd November 2010 25th October to 3rd November 2010 2nd November 2010 3rd and 4th November 2010 5th to 12th November 2010 13th November 2010 14th November 2010 15th November to 6th December 2010 7th and 8th December 2010 9th December 2010 10th December 2010 14th December 2010
2 3 4 5 6 7 8
Literature Survey Develop questionnaire Pilot test and revise questionnaire Administer questionnaire Data Entry Analyze data Prepare marketing Plan for UT-Tone Submit Draft to guide and await for feedback Revise draft and format for submission Print and bind Submission
9 10 11 12
Resources
Transportation expenses for market survey for fill up of questionnaire. Stationary expenses for printing of questionnaire and report and binding of report.
Page 55
Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd References

Research Methods for Business Students (3rd Edition) by Mark Saunders, Philip Lewis and Adrian Thornhill (2007), Dorling Kindersley (India) Pvt Ltd, New Delhi Marketing: An Introduction (7th Edition) by Armstrong and Philip Kotler (2005), Dorling Kindersley (India) Pvt Ltd, New Delhi.
Proposal Approved By
Company Guide Name Signature Academic Guide Name Signature : Dr. Raashid Saiyad : __________________________________________ : Mr. C T Kapadia : __________________________________________
Page 56

10.2) Annexure 2: Questionnaire for Doctors
Question 1: Which uterine tonic you prefer most for routine feminine problems? Answer 1: 1) Cycloset (Alembic ) 2) Evecare (Himalaya) 3) M2-Tone (Charak Pharma) 4) Amycordial (Aimil Pharmaceuticals (I) Ltd) 5) Gynedol (DWD Pharma Ltd) 6) UT-Tone (Lincoln Pharmaceutical Ltd) 7) Other, please specify _____________________________________________________ Question 2: Which are the major indications in which uterine tonic prescribed and for how much duration? Answer 2: 1) Leucorrhea 2) Menstrual disorders 3) Dysmenorrheal 4) Excessive bleeding 5) Amenorrhea 6) Vaginal pains and infections 7) Menopausal syndrome (Duration: _________________________________________) (Duration: _________________________________________) (Duration: _________________________________________) (Duration: _________________________________________) (Duration: _________________________________________) (Duration: _________________________________________) (Duration: _________________________________________)
8) Other, please specify_____________________________________________________________
Page 57

Question 3: Which are the major herbals, you consider as the most effective curing uterine problems or infertility? Answer 3: 1) Kamal (Nelumbium speciosum, Lotus), 2) Kankola (Piper cubeba), 3) Jatamansi (Nardostachys jatamansi), 4) Gairika (Hematite Calx), 5) Vang bhasma (Tin Calx), 6) Mandur bhasma (Ferric oxide calx), 7) Ashoka (Saraca indica), 8) Lodhra (Symplocos racemosa), 9) Shivalingi (Bryonia laciniosa), 18) Other, please specify____________________________________________________ 10) Musta (Cyperus rotundus), 11) Daruharidra (Berberis aristata), 12) Shatavari (Aparagus racemosus), 13) Ghritkumari(Aloe Vera), 14) Jaiphal (Miristica Fragrans), 15) Chavak (Piper Officinarum), 16) Chitrak (Plumbago Zeylanica), 17) Loh bhasma (Iron Calx)
Question 4: which are the patient benefits that you consider the most especially in uterine tonic or feminine tonic? Answer 4: _____________________________________________________________________________________ _____________________________________________________________________________________ _____________________________________________________________________________________ _____________________________________________________________________________________ _____________________________________________________________________________________ _____________________________________________________________________________________ _____________________________________________________________________________________ _____________________________________________________________________________________
Page 58
Question 5: What are your expectations from companies who market uterine tonic products? Answer 5: 1) Increase Patient Knowledge about Ayurvedic products 2) Regular campaign of Ayurvedic products for doctors 3) Patient education on how Ayurvedic products help and what are the major criterions for using those products. 4) Audio visual promotion to doctors 5) Free sample 6) Other, Please specify ____________________________________________________________
Question 6: How you come to know about the uterine products which are in the market and what are the promotional activities used by companies for uterine tonic products? Answer 6: 1) Company executive 2) Internet 3) Health Magazines 4) Other, Please specify ____________________________________________________________ Promotional Activities used by companies: 1) ___________________________________________ 2) ___________________________________________ 3) ___________________________________________ 4) ___________________________________________ 5) ___________________________________________ Name of the Doctor: Address:
Page 59

10.3) Questionnaire for Chemist
Sr No. Brand of Uterine Tonic Company Name Brand available with chemist Strength Dosage foam MRP in Rs Margin / Schemes Promotional schemes for that brand of uterine tonic Number of Units sale per month
Page 60

10.4) Annexure 4: List of Gynecologists
Respondent No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 Gynecologists Name Dr. Amita Patel Dr. Falguni Patel Dr. Chandramuliv shelat Dr. Shashikala Shahi Dr. Jignesh Shah Dr. Snehal Kala Dr. Bhargavi Patel Dr. Diptiben K shah Dr. Pinal J Patel Dr. Anju B shah Dr. Dipak Nair Dr. Manshukh Patel Dr. Vandana Amin Dr. Manish P Patel Dr. Vaibhavi Mali Dr. Rajendra Patel Dr Jayshri K Gandhi Dr. Virbala Zaveri Dr. Bhavit Shah Dr. Mahesh C Patel Dr. Kamlesh Patel Dr. Alpaben J shah Dr. Veena Gupta Dr. Kainnari A Pandya Dr. Bindu Shah
Page 61

26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Dr. Pradeep P Gohel Dr. Manoj bharwada Dr. Manisha H Doshi Dr. Dharmishtha P Shah Dr. Manisha A Soni Dr. Varsha M Dave Dr. C.K. Gadhavi Dr. Meena Amin Dr Vandhana K Rajpuriya Dr. Purna Patel Dr. Nachiket Bhatt Dr. Pinky Nair Dr. Kalpana Patel Dr. Sima Patel Dr. Bhuavdeep Ganatra
Page 62

10.5) Annexure 5: Visual Ad
Page 63

11) Reflective Note
Our entire work on project is comprised of several learning phases. In first and foremost learning phase we learned systematic approach to work with company. Starting from making research proposal and various stages need to follow in successful completion of project. During this phase we learned what the theoretical framework for preparing research proposal is and how it is made. In second phase we have gone through literature review for preparing questionnaire perception analysis of gynecologist for UT Tone. After studying the details in this phase we prepared questionnaire that we carry personally to the gynecologist receive feedback on that questionnaire. Here we have some sour and sweet experience. During our survey I met MR. Mr. C T Kapadia and Ms. Alefiya Contractor and We was glad to meet such an eminent and down to earth personality. In third stage as we have collected information from gynecologist we have started it to digitalized and run SPSS on it to bring out analysis. Simultaneously we are also working on the market analysis regarding competitors of UT tone, their market share, Ingredients of other uterine tonic their processes. In final stage we have worked upon preparing brand plan for UT Tone. We have come up with budget sheet. We have also design promotional tools for as a part of launching plan. While working on a live project at Lincoln Pharmaceutical we learn a lot and have hands on experience of making brand plan. We have collected number of pebbles of experience in our carry bag. The first and foremost learning we got is how one can utilizes his/her resources and try to rip maximum benefits. In a nut shell we can say that there are sweet and sour experiences. With the kind of challenges and situation we pass through we can say that it has made us industry ready. Here we also got the opportunity to see various personalities and because of this live project we also get an opportunity to get a new live project. Last but not least we would like to mention few people who have contributed a lot and without them this project can not be successfully completed. The entire gynecologist we met for our live project, their administrative staff for their kind and generous support and behavior.
Page 64

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Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

Marketing Plan of UT-Tone

For Lincoln Pharmaceutical Ltd Prepared By Dipa Shah Mitesh Shah

Stevens Business School, Batch: 2009 - 2011

Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

______________________ (Signature) Mr. C T Kapadia Marketing Manager, Lincoln Pharmaceutical Ltd

Stevens Business School, Batch: 2009 - 2011

Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

Dipa Shah Mitesh Shah PGP (Pharma) Stevens Business School

Stevens Business School, Batch: 2009 - 2011

Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

Stevens Business School, Batch: 2009 - 2011

Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

Stevens Business School, Batch: 2009 - 2011

Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

Stevens Business School, Batch: 2009 - 2011

Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

Stevens Business School, Batch: 2009 - 2011

Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

Stevens Business School, Batch: 2009 - 2011

Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

1) BRIEF ABOUT UT-TONE

1.1) Ingredients and Actions

Stevens Business School, Batch: 2009 - 2011

Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

Ghritkumari(Aloe Vera) Overall health of the body

Stevens Business School, Batch: 2009 - 2011

Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

Kakadsinge(Pistacia Integgerima) Purifies blood Removes pitt

Stevens Business School, Batch: 2009 - 2011

Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

1.2) Unique selling proposition (USP) of UT-Tone

1.3) Merit of UT-Tonic

1.4) Demerit of UT-Tone

Stevens Business School, Batch: 2009 - 2011

Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

Stevens Business School, Batch: 2009 - 2011

Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

2.1) Growth of Indian Pharmaceutical Market and Lincoln Pharmaceutical market

Growth in % For Lincoln pharmaceutical Ltd 25 -25 0.38

14.98 10.23 17.68

2.2) Introduction to Gynaec Market

Stevens Business School, Batch: 2009 - 2011

Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

Regular Gynaec Market

VMS (Vitamins, minerals, supplements)

2.3) Top Ten Pharma Market

Stevens Business School, Batch: 2009 - 2011

Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

2.4) Gynaec Market Sales in Rs. Cr

2.5) Sales by sub-segments (Rs Cr)

Stevens Business School, Batch: 2009 - 2011

Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

2008 Anti-infectives Others

Stevens Business School, Batch: 2009 - 2011

Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

VMS (Vitamin, minerals and Supplements)

Stevens Business School, Batch: 2009 - 2011

Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

Other Sub segments

2.6) UT-Tone Market Situation

Uterine Tonic Market in Rs Cr 71.2 71.4 85.3 96.4