Basic Information

Company Name: Business Type: Product/Service (We Sell): Address: Brands: Heal Pharma Ltd. Manufacturer, Distributor/Wholesaler, Other Pharmaceutical Chemicals, Food Processing, Agribusiness, Consumer Goods 245, ACI Centre, Tejgaon Industrial Area Above 1000 People

Ownership & Capital

Year Established: Registered Capital: Ownership Type: 1998 US$501 Thousand - US$1 Million Corporation/Limited Liability Company

Trade & Market

Main Markets: Total Annual Sales Volume: Product/Service (We Sell): Export Percentage: Total Annual Purchase Volume: Southeast Asia, Africa, Mid East US$10 Million - US$50 Million Pharmaceutical Chemicals, Food Processing, Agribusiness, Consumer Goods 1% - 10% US$2.5 Million - US$5 Million

Factory Information
Factory Size: Factory location: QA/QC: No. of Production Lines: No. of R&D Staff: No. of QC Staff: Management Certification: Above 100,000 square meters Dhaka In House Above 10 91 - 100 People 71 - 80 People HACCP, ISO 9000/9001/9004/19011:2000 ISO 14000/14001 and others

Our mission
To enrich the quality of life of people through responsible application of knowledge, skills and technology. Commitment to the pursuit of excellence through world-class products, innovative processes and empowered employees to provide the highest level of satisfaction to its customers To produce and provide quality & innovative healthcare relief for people To provide quality medicine with affordable price to meet the need of the nation.

Our vision
Envisions a leading role for itself as a catalyst for improvement of the healthcare environment. The mission is also to hold the flagship of Bangladesh in establishing the companys presence in world market with full compliance to quality, efficacy and safety. We view business as a means to the material and social wellbeing of the investors, employees and the society at large, leading to accretion of wealth through financial and moral gains as a part of the process of the human civilization. Develop its employees by encouraging empowerment and rewarding innovation. Promote an environment for learning and personal growth of its employees. Establish harmonious relationship with the community and promote greater environmental responsibility within its sphere of influence.

Quality Customer Focus Fairness Transparency Continuous Improvement Innovation

Our Total Quality System is our key strength. We have inherited the Standard Operating Procedures and Quality-Approach of SmithKline & French. Our WHO audited plants produce the products conforming to the highest international standards. And to maintain the excellence that we strive to achieve we use the most advanced technology for quality control and at each and every stage of the manufacturing process.

 Pharmaceuticals Consumer Brands & Commodity Products Agribusinesses

Pharmaceuticals
Heal carries the legacy in providing the people of Bangladesh with quality medicines and healthcare products. Its state-of-the art pharmaceutical plant represents Bangladesh's quest for a truly world class manufacturing facility. HeaI's rich heritage leads to innovative and higher value added formulations. The comprehensive product range of Heal pharmaceuticals include products from all major therapeutic classes and in various dosage forms like tablet, capsule, dry powder, liquid, cream, gel, ointment, ophthalmic and injectable. Heal Pharma also has state of the art plant on Novel Drug Delivery System (NDDS). It produces world class Modified Release drug and medicine to cater the requirement of pharmaceutical manufacturer of domestic and international market. It exports high quality pharmaceuticals to a good number of countries of Asia, Africa & South America.

Objectives
Explore and provide best possible remedies to the diseases and be the leading company for Psychotic diseases Increase the market share of the company in this product line Launch new products which help improve the lifestyle To increase the customer satisfaction through good service and innovative products

 Bangladesh

has

one

of

the

faster

growing

pharmaceutical markets in the world

Drugs for acute diseases presently dominate this market; however, the increasing penetration of lifestyle related diseases is expected fuel the growth of drugs targeting chronic diseases The bangladeshi pharmaceutical market at present is highly fragmented with the top companies having a market share of around 5% each Patent drugs which have no share in the pharmaceutical market are expected to have 3% market share in 2020

Strengths
Low cost of production Large pool of installed capacities Large pool of skilled technical manpower Efficient technologies for large number of generics Increasing liberalization of Government policies

Weakness
Very low RnD Very low level of technology for new drug discovery system Lack of experience to exploit efficiently the new patent regime Fragmentation of installed capacities Lack of experience in International trades Non-availability of major intermediates for bulk drugs

Opportunities
Aging of the world population Growing incomes Growing attention for health New therapy approaches New diagnosis and new social diseases Easier International trading New markets are opening

Threats
High cost of discovering new products and fewer discoveries High entry cost in newer market High cost of sales and marketing Containment of rising health care cost Stricter registration procedures Competition, particularly from generic products More potential new drugs and more efficient therapies

Based on customer profile

Patients Precautionary customers High risk Medium risk Low risk

Based on income Group

High income middle income

 Increse in Health Conciousness( especially in Urban Population) Vibrant Market: Scope of Improvement Moderately Lower Price Sensitivity Shift in the customers Buying towards Tranquilizers

 Target customers:- Geriatric patients Cure + care Even young insomniac adults can consume it. Cost effective as its served in blister packing. Raw material from :- Switzerland Target Market :- Domestic at present having intention to go global. Product availability- abundantly in retail

 Brand Name Lcare unique brand name will help to Focus for the brand Promotion and Positioning ________hence our brand name is RELAXAM

Our existing product

Diazepam Diacare Clobazepam- Clocare

Why launch Bromazepam

In a recent studies -In a double-blind randomized trial, 120 patients suffering from acute anxiety states received treatment for two weeks with bromazepam 3 mg, bromazepam 6 mg or diazepam 5 mg, each given three times daily. A shortened Hamilton anxiety rating scale showed similar and significant improvement with all three regimens. However, a global rating scale showed that, in the physicians' opinion, the lower dose of bromazepam was preferred. Its use was associated with the lowest incidence of adverse reactions and best dosage compliance. A twice daily administration of bromazepam may offer further advantage, as may a lower unit dose.

Brand Name
Feasibility of brand name 1. Meaning 2. Memorability 3. Transferability 4. Likability

 Definition_ The logo is simple and the names used in the logo ensures memorability and awareness of the end user i.e the patients. The logo also encloses the tagline warrior against worries.

 warrior against worries slogan reinforces the same message and in line with our brand positioning . Its persuasive and summarizes the intent of the marketing program.

URL
We have chosen a simple URL, which is easy to remember and is protectable. http:// www.healpharma.com.bd/lcare

Square pharmaceuticals Ltd Beximco Pharma Ltd Eskeyef Pharmaceuticals Ltd Opsonin Chemical Ind. Navana Pharmaceuticals Fisons Bangladesh Ltd.

Brand concept
Lcare is concerned with treatment of a lifestyle disease- anxiety in a rather smoother manner without much ojf disturbance in the regular routine or food habit of a person. Lcare is concerned with relieving of stress. The product will follow the selling concept The idea that consumers will not buy enough of the organisation's products

Selling concept

Brand Positioning
It not only cures but it cares for our8 lives too- this is a point for our brand. Cost effective. The product will be available in medicine shops as well as in major retail outlets.

Brand promotional mix

The total budget for promoting our brand is Tk. 3 crores fill after finding the budget for planned placements.  In the electronic media we will promote it through television advertisements with placements in between news and sports broadcasts.  In the print media we will advertise in the leading lifestyle magazine and medical journals.  But almost 60% of our total budget will go in sponsoring events like health check up campaign , blood donation and camps and any local supports events.