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4. The Market
5. Market Projections 6. Promotional Plan 7. Sales vs Expenses 8. Production Requirements 9. Follow up and Control
1.
2.THE PRODUCT
Key information about the product
Formulations Composition Price Brief clinical profile.
3.SWOT ANALYSIS
4.THE MARKET
Market research
Sales Audit
Market data
Prescription Audit
5.MARKET PROJECTIONS
3 to 5 year projections for the category
Market Projection
Product Competitor
6.PROMOTIONAL PLAN
Positioning
Target audience Product strategy Promotional message(s) Sales promotion methodology
7.SALES VS EXPENSES
Sales expectations Gross margin Marketing activities and their expenses Contribution from the product
8.PRODUCTION REQUIREMENTS
Sales packs Samples for production Materials management
tation
Quick Reference
Executive summary
Deliver more products of value
Responsible business
Executive summary
Products offered
More than 100 successful products offered, yet some of the famous ones are : 1. Horlicks 2. Crocin 3. Nicorette 4. Sensodyne 5. Eno 6. Iodex
Situational analysis
SWOT ANALYSIS
Strength
1.Brand loyalty. 2.Strong distribution network. 3.Heavy investments in promotion and advertisements.
Weakness
1.Small market.
2.Faced regulatory objections initially.
Opportunity
1.Target alternative disease areas that can be targeted. 2.Target alternative channels.
Threats
1.Lot of competition in market. 2.Chemist has a larger influence in OTC products. 3.Stringent regulations. legal
Marketing objectives
Segmentation
Over-thecounter product.
Targeting
Masses(all age groups).
Positioning
A combination of analgesic and antipyretic.
Differentiation
High effectiveness.
PRODUCT
Crocin
Crocin advance
Crocin syrup
Pricing strategy
Pricing strategy - Penetrative and differential pricing
Variant Crocin pain relief Crocin 500 Crocin cold and flu Crocin advance Crocin syrup
PLACE
Promotion
Promotion
References :
www.gsk.com
www.mbaskool.com
www.superbrandsindia.com Marketing