Dispercam Marketing Plan

8/8/2019 Dispercam Marketing Plan

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DISPERCAMMarketing Plan for 2011


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Agenda

Over-veiew

Market Place

BCG matrix

POD POP

SWOT analysis

Step 1: Situationanalysis

Target segment selection

TOWS Matrix || actions

Positioning || Battle of minds

Step 2: MarketStrategy

Objective

Physician

Hospital

Direct consumer

Step 3:Communications

MIX


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SITUATION ANALYSIS

Step 1

Where are we ?


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Over-view

Dispercan is a NSAID contain Piroxicam + Dispersible tablet

The main usage as antirhumatic , anti-inflamatory and analgesic

Unit market leader

Piroxicam Dispersibleantirhumatic ,anti-

inflamatoryand analgesic

DIS


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Market Place || IMS data analysis

Feldene

41%

Disperca

m

45%

others

14%

Unites


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Market Place || IMS data analysis

Feldene

65%

Disperca

m27%

Soral

supp6%

others

2%

LE sales


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That is Only the Piroxicam Market


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What about the rest of NSAID


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NSAID market

Cataflam 50

Olfen

Catafast

Brufen

Celebrix

Profined

Voltarin 100

Dolphin

Voltain

Cataflam

Olfen

Feldene 10%


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We have big competition


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Market Place || IMS Data

NSAID

Dispercam

Feldene

Piroxicam


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Primary :

: Original and the heavy support by Pfizer

Secondary :

: the no.1 AMP in Egypt

: Supp. no.1 in Hospital and prescription

: no.1 tablet

: his safety add advantage .. But not in tablet (syrup only)

: recommended OTC product as a supp.

Market Place || Competitive Analysis


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DISPERCAM + BCG matrix

Relative market share

MarketGrowthRate

lowHigh

High

low


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DISPERCAM + BCG matrix

Relative market share

MarketGrowthRate

lowHigh

High

low


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DISPERCAM + Product life cycle

We reach maturity and

competition will elevate decline

rate


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DISPERCAM + Product life cycle

We reach maturity and

competition will elevate decline

rate


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DISPERCAM + Ansoffs Grids

Market Penetration

StrategyProduct Developmen

Strategy

Market Development

Strategy

Diversification Strateg

New Products

New

Markets

Current

Market

CurrentProducts


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DISPERCAM + Ansoffs Grids

Market Penetration

StrategyProduct Developmen

Strategy

Market Development

Strategy

Diversification Strateg

New Products

New

Markets

Current

Market

CurrentProducts


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POD vs POP


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POD vs POP : Primary

POP

Safe

Fast

OrthoSelective COX-II

No ulcers

POD-Dispercam

Sheep

Powerful brand

POD-Feldene

Premium

F-Flash

More activities


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POD vs POP : Secoundary

POP

NSAID

Scale of D.F.

POD-Piroxicam

Safe

Branded in Ortho

COX-II selectiveNo ulcers

POD-NSAIDs

Fast


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DISPERCAM + SWOT analysis

Safe

Fast

Sheep

Well known brand

Less sales activities

Supp.

Market growth

Diclofenac shifting

Safety awareness

Current competition

Heavy sales activitie


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MARKET STRATEGY

Step 2

Planning


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Dispercam USPs

Safety

Cost

Dispersible

Availability

Multi-dosage form


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TOWS Matrix

Market Penetration

Focusing

Competitive shift

Long turn activities

Support supp.

Branding

Focus on B class


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Positioning


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We will process with two type of positioning


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Ortho. positio



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Ortho, positio


Supp. positio


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ORTHO POSITIONING

1st


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The Situation


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The situation

Due to market size and current situation (life cycle, BCG and Ansoff

Grids) , we have two ways to penetrate the market :


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The situation



1st: New indication or segmentmarket pentration

2nd: focus on current markebranding


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The situation



Due to NSAID market size we recommend 2nd way for branding

1st: New indication or segmentmarket pentration

2nd: focus on current markebranding


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Focus


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Physician Ortho Doctors

The analgesic and anti-

inflammatory is the most

proscribed drug in ortho Rx.


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And they prefers Piroxicam

rather than Diclofenac

Amp tablet


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Doctor need one name with

multi-dosage form to easily

complete the his Rx.

We have it ,, lets work on it


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Supp

Supp market share are almost not

significant


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Supp

Supp market share are almost not

significant

We need to focus on supp

individual product


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COMMUNICATIONS MIX

Step 3

actions

Obj i


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Objectives

Elevate market sharePosition Dispercam aschoice no,1 in Ortho Rx

Brand name rem

Shifting from otherNSAID

Supp marketpenetration

Target Segments


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Target Segments

Dispercam

Physician

AMP + Tablet

Ortho

General

Supp

Pediatric

Hospitalized

Directconsumer

AMP + Tablet

Bone pain

analgisic

Supp

Pediatric

Target Segments


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Target Segments

Dispercam

Physician

AMP + Tablet

Ortho

General

Supp

Pediatric

Hospitalized

Directconsumer

AMP + Tablet

Ortho

General

Supp

Pedicatric


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2011 Campaigns

1. Ortho 2. Hospital3. Direct

consumer


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ORTHO

1.

Creative idea Generation


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Dispercam is no.1 between Piroxicam (unite sales)

Piroxicam is the drug of choice for Ortho


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Between Bone Analgesics*



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Lets celebrate

Thanks for segmentation and positioning

Promotion materials


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Promotion materials

Printing materials GiveawaysEvent, Gro

meeting

Extra BonusSpecial edition free

samples

*Campaign theme and visuals will be provided in IMC plan

Promotion materials


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Promotion materials

No.1

campaign

target

Only

Physician

specialized in

Ortho


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Objective


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Objective

Awareness about theadvantage other NSAID.

(competitive shift)

Dispercam Brand nameGraving.

Motivate Dispercam Rx

Strategy


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Strategy

Hospital

1. Doctors 2. Nurses


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Creative Idea Generation


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The Most powerful selling point is it is a selective COX-II Inhibitor


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Too old,,, but effective


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Lets re-run this campaign again


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But in a new creative way


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But in a new creative way


Key Activities


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y

TOP 100 KOLs

Speaker TourGroup meeting

Congress

Nurses motivation giveaways



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What we need in our campaign?


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Creative


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Simple

Creative


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Simple

Creative

Into the point


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What we have ?


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Powerful


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Safe

Powerful


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Safe

Powerful

Economic

DISPERCAM


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we make itPowerful , Safe and Economic


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[email protected]

Documents

Dispercam Marketing Plan