golden brand plan contest submitted by bhadraj r
TRANSCRIPT
CONTENTS
1. Executive Summary
2. Introduction
3. What is Canoshield?
4. Communication & Messaging Strategy
5. Competition Analysis
6. Marketing Strategies
7. Budgeting & Financial Analysis
8. Monitor & Control
9. Conclusion
10. Reference
Executive Summary:
Canopus Biolife Ltd. is one of the top 10 multinational pharmaceutical company from India
with a turnover of INR 2800 crore annually. It has over four divisions namely CVS, CNS, OHA
& General respectively. They have strong presence in chronic segments.
Canopus Biolife Ltd has decided to launch “Canoshield” an innovative immunity booster
formula to build up immunity against viral infection. As part of creating brand awareness
among target audiences various marketing phygital tools were utilised for market
development and penetration. This brand plan will provide the road map on how to ensure
Canoshield would become a 60 crore brand within a year of launch. The Canoshield should
become the first preferred immune shield supplement brand among doctors & patients aiding
in health and wellness against viral diseases.
Canoshield – Versatile Natural Drug with Wide range of Medical Applications The term nutraceuticals refer to food and or its products that provide incremental medical or
health benefits, including prevention or treatment of a disease. It spans across functional
foods, beverages and dietary supplements. The Indian nutraceuticals market is estimated at
around $ 4 Bn in 2017 and is expected to grow at a significant 21% CAGR to $ 10 Bn in 2022.
More than 60% of this market is accounted for by dietary supplements1.
Why the name Canoshield? Canopus Bio Life is a well-established brand and MNC from India. Canoshield’s first three letters are taken from company name, shield represents protection against viral agents. Moreover, it would easier for doctors to remember the brand name with ease. Canoshield is a dietary immune booster supplement that contains standardised pure extracts of Thymoquinone – 250 mg + Amalaki – 250 mg. Thymoquinone are abundantly seen in Nigella sativa seeds (Black cumin) and Amalaki from Emblica officinalis (Indian Gooseberry). Canoshield provides two significant benefits namely prevention & rejuvenation.
Prevention – Building and maintaining immunity against viral infection.
Rejuvenation – Reduce and manage oxidative stress that leads to immunity depletion.
Clinical studies have shown that acute respiratory viral diseases alone claim over four million
deaths every year and cause millions of hospitalisation3. The COVID-19 cases alone from India
as of 19-Dec-20 has crossed 1 crore with active cases of growing beyond 3,08,751 and the
reported death or mortality is 1,45,1362. Being a novel disease drugs to vaccine are in the
nascent stages. In case viral disease best mode to fight is develop and maintain immunity. In
that regard Canoshield will become the most preferred once daily immune supplement in
India.
Pleiotropic Benefits: These benefits mentioned below are based on the target doctors
namely physician, general physician(GP), chest physicians(CP) and gastrologists(Gastro)
respectively.
(P.T.O)
Feature – Brand - Benefit (Indication)– Target Communication
Communication & Messaging Strategy: The below mentioned images 1,2 & 3 needs
to be delivered to all doctors. Physician & GP – Utilise images 3 & 4; Chest Physician – Utilise image 5; Gastro-Utilise image 6
•Antioxidant & Antidiabetic
•Anti-hyper cholesterolemic/ hypolipidemic/ Antiatherogenic
GP/Physician
• Antibacterial & Antiviral
• Anti-inflammatory & Anti-tussiveCP
• Gastroprotective & ulcer protectant
• Anti-diarrheal and spasmolyticGastro
Dosage & Administration: Adults 1 capsule once a day along with breakfast upto 6
months -12 months, before use, a dietician or healthcare professional’s consultation is a
must.
Competitive Analysis: The India pharmaceutical market(IPM) were valued at Rs. 151,999
Cr and the retail sector were valued at Rs. 130,266 Cr as of Moving Annual Turnover Nov’20,
contributing to 85.7% of IPM. The vitamins, minerals and nutrient market as of Nov-20
(Moving Annual Turnover) is 12249.3 crores with a 7.4% growth rate respectively2. The
Canoshield will compete directly with several other immunity booster supplements.
The first of its kind formula of Canoshield-Thymoquinone– 250 mg & Amalaki– 250 mg would
create a blue ocean market which will be really helpful in building market share of its own
due to its product feature and benefits.
Customer Behaviour: The customer mentioned here are general public, patients, chemists
and doctors that includes chest physicians, general physicians and gastrologists belonging
from tier 1 to tier 4 towns. They take decision on behalf of the patients by prescribing
Canoshield or other immune supplements. The chemist who performs below the line of
promotion for walk in consumers/patients who aren’t bringing prescriptions and brand
substitution due to various reasons.
Market Segmentation by Age: The market can be divided into distinct groups of buyers
by market segmentation, and it is a process to give direction to customer's servers, what kind
of products and needs the customer will be satisfied6&7. The age group of 20-50 years are key
target for Canoshield. This age group of male and female are the bread winners of their family
or sole survival, as part of their profession or day to day activities maintaining social distance
or hand hygiene to cleanliness has got its own limitation and the segment above 50 years
belong to pensioners or home bound with concomitant life style disease segment. In these
two segments immunity or maintenance of immunity is key protective factor against viral
diseases.
Situation Analysis & SWOT Analysis: The situation analysis is the process by which the
company develops a clear understanding of the individual market and then evaluates its
significance to the company and for other markets in which the business operates5. There are no
direct competitive brands for Canoshield. But majority brands comes in Amalaki composition
that includes Himalaya’s Amalaki Wellness, Dabur Amla Tablets and thymoquinone Thymotas
from Intas.
Brand Analysis: SWOT – Canoshield, Himalaya Kamalaki Wellness &
Thymotas from Intas
STRENGTH
1. USPs' - First brand with this content, 100% vegan, gluten free, capsule shell derived from
veg sources
2. Personalised marketing strategy for patients, doctors, chemist, purchase in charge
and digital media
3. One of the Top 10 company
WEAKNESS
1. General Division accounts only 29% sales revenue
2. Not recommended in paediatric cases
OPPURTUNITIES
1. Leverage the presence including tier 3 & 4 market
2. Target doctors of Kamalaki & Thymotas
THREATS
1. Threat from PCD companies and local medicinal herbs
2. Vaccine or drug arrival can bring down sales drastically
Canoshield
STRENGTH
1. Powerful brand & its brand extensions
2. Pan India presence
3. Strong phygital presence
4. Strong financial back up
WEAKNESS
It contains only Amalaki as ingredient
OPPURTUNITIES
1. Internet penetration during lockdown advantage helps to capture even tier 3 & tier
4 market
2. COVID fear induced
push market to pull market
THREAT
1. Indian MNC
2. Local brands
Himalaya Kamalaki Wellness
Marketing Strategies: The marketing objectives are set for market penetration and
market development. This should have short and long term objectives so that brand launch
becomes a seamless process.
Brand Objectives: This brand plan should be designed in like a marathon that needs to
have short term and long term objectives.
Short term objective: Canoshield should become 60 crore brand within 12 months
from launch.
Long term objective: To become first antiviral immune supplement brand of
choice among physicians
Doctor Selection: The doctor list of an MR here we have considered it as 135. This contains
class A doctors who are the potential or VIP doctors while class B group aren’t the regular
prescriber category doctors.
Doctor Classification Total listed doctors: 135 Total MR: 850
Focus Specialities Dr per MR Class “A” Class “B”
General Physician(GP) 80 50 30
Chest Physician(CP) 10 5 5
Gastrologists(Gastro) 5 5 0
Physician 40 20 20
Total 135 80 55
Field Force Call Planning: The doctors call planning and frequency at which they meet
doctors is the key for any brand building and prescription generation. It’s really important to
STRENGTH
1. First time in India brand
2. Patented Research Formulation
3. All India Presence
WEAKNESS
Ayurvedic Properitory Medicine
OPPURTUNITIES
Immune booster for prevention and supportive therapy
can be prescribed by all consultants
THREAT
Biggest Threat from Himalaya & Dabur
Thymotas
from Intas
set in standard call planning so that this can also be utilised as the control and brand
reinforcement tool. Find in the field force call planning details as mentioned below.
Parameters MR Working days Dr Calls per day Calls per month
Manpower Planning 1 24 12 288
Total MR’s 850 24 12 2,44,800
Dr Classification Dr/MR Dr Calls per month
Dr Calls per month Total calls per month
Class A 80 2 160 1,36,000
Class B 55 1 55 46,750
Total 270 1,82,750
Dr. Speciality
Dr/MR Class A Class B Dr call per month Class A Class B
Dr. Total
GP 80 50 30 100 30 130
CP 10 5 5 10 5 15
Gastro 5 5 0 10 0 10
Physician 40 20 20 80 20 100
255 doctor calls per MR The average MR working days in a month is considered as 24 i.e. 6 days per week & 4 weeks
in a month. The class A or core doctors are met twice in a month while class B non-core
doctors are met once a month. Next doctor speciality namely GP, CP, Gastro & physician call
rate split up are mentioned above. From this call planning exercise, we came to know that
255 doctor calls per MR per month needs to be set as the standard.
Pricing:. This formula is first of its kind and to get the first mover advantage, a premium price
has been fixed. The pricing was based on cost of production, distribution, mark up and
marketing expenses. This formula is not under National List Essential Medicine (NLEM) and
also doesn’t fall under Dpt Price Control Order(DPCO) pricing. So margin and price regulation
won’t be a challenge.
Sl No. Parameters Tax or Margin Canoshield Pricing (Rs) Remarks
MRP 18
Nutraceutical GST 18% 3.24
MRP-GST 14.76 (18-3.24)
Retailer Margin 20% 2.95
PTR 11.81 (14.76-2.95)
Stockist Margin 10% 1.18
PTS 10.63 (11.81-1.18)
Company Margin 60% 6.38
Marketing Value 4.25 (10.63-4.25)
Basic Cost 2.13 The MRP fixed is Rs 18 per softgel capsule.
Sales Forecasting: Based on the sales short term objective it has been decided to achieve
60 crores within 12 months from launch. The quarter and month wise Canoshield unit and
value are given below.
Quarter 1 Sales % Canoshield (Unit) Canoshield (Value)
Month 1 25 2,15,156 3,87,28,080
Month 2 35 3,01,219 5,42,19,420
Month 3 40 3,44,250 6,19,65,000
Q1_Total 100 8,60,625 15,49,12,500
Quarter 2
Month 1 30 2,58,188 4,64,73,750
Month 2 35 3,01,219 5,42,19,420
Month 3 35 3,01,219 5,42,19,420
Q2_Total 100 8,60,625 15,49,12,500
Quarter 3
Month 1 35 3,01,219 5,42,19,420
Month 2 35 3,01,219 5,42,19,420
Month 3 30 2,58,188 4,64,73,750
Q3_Total 100 8,60,625 15,49,12,500
Quarter 4
Month 1 40 3,44,250 6,19,65,000
Month 2 35 3,01,219 5,42,19,420
Month 3 25 2,15,156 3,87,28,080
Q4_Total 100 8,60,625 15,49,12,500 Grand Total_Q1+Q2+Q3+Q4 34,42,500 61,96,50,000
MR Self Realisation Prescription Model
1 strip of Canoshield contains 10 nos of sofgel capsules & its MRP would be Rs 180
1 prescription contain 30 softgel capsules for consumption i.e. 3 strips x 10 capsule per strip
1 prescription value would be Rs 540 (Rs 180 x 3 strips)
If we assume that 1 prescription would be generated per day from 5 gastro, 5 GP, 5 CP & 5
Physician respectively will provide 60 prescriptions per day from a single MR.
Now if you consider a doctor mentioned in above speciality work for 26 days then 1560
prescription per month from single MR would be generated, its value would be Rs 2,80,800.
When we are extrapolating it to 850 MRs’ per month the prescription generated would be
13,26,000 and its value would be Rs 23,86,80,000 ie 23 crore per month. It just take 1-2 strips
to reach in sales incentive slab.
Sl No. Parameters Strips in nos Value (Rs)
1 5 Gastro 15 (5Drs*(1Rx*3) 2,700
2 5 GP 15 (5Drs*(1Rx*3) 2,700
3 5 CP 15 (5Drs*(1Rx*3) 2,700
4 5 Physician 15 (5Drs*(1Rx*3) 2,700
4 Total in a day 60 10800 (60*180)
5 Total for 26 days 1560 (60*26) 2,80,800
6 850 HQ for 26 days 13,26,000 23,86,80,000
The key market penetration & development strategies include the following aspects too
Appearance (Product Presentation): Canoshield is the first of its kind immune booster in
India brand with unique formulation with vegan friendly immune booster would be
accepted by all patients.
o Softgel capsule is made from vegetarian sources i.e 100% vegetarian. The
vegetarian capsule is not light sensitive too.
o Softgel color is Saffron – The logic is to provide superior perceived value
o Strip packing with yellow shade will be utilised for aesthetic purpose
Availability (Place): The general division already have well established distribution
network of stockist and chemist for 850 headquarters. Each medical rep needs to make
this Canoshield availability in at least 50 chemists in his headquarter/ex/outstation. This
will ensure that prescription will be honoured.
Awareness (Promotion): To gain a strong position in the market, we have designed
patient and doctor centric sales promotion strategies.
Canoshield – Pre Launch: This includes the following details
Chemist & Product availability – Ensuring Canoshield availability of a minimum of 50
chemists in ex-HQ/HQ & outstation respectively. The inventory management at
stockist level needs to be streamlined as per the chemist availability and prescription
honouring.
Corporate & Key Hospital Availability – Ensuring that within 6 months – 12 months
60% of hospitals the Canoshield should get entry
Sales Promotion: The sales promotion can be divided into three parts
o Doctors: Hardcopy bound visual aid with dedicated feature benefit indications
related to Canoshield should be developed as launch visual aid.
o Chemist – 50 chemist needs to be reminder card & patient awareness poster
(A3 size) to be put at respective places.
Top Management Interaction: A formal e-mail from CEO related to Canoshield will be sent to
internal and external customers two days before the launch. CEO would be addressing the
entire General Division before the launch on digital platform (Google Meet, Zoom,
Gotomeeting etc) to boost sales force morale.
Whatsapp Broadcast Group: A whatsapp broadcast group comprising of stockists & chemists
would be created using Canopus dedicated contact numbers. The sales team should ensure
that all 50 chemists and their respective stockistS are saving this number in their respective
smartphones.
Social Media Marketing: Canopus BioLife website’s main home page, FB, Twitter can be
utilised to promote Canoshield.
Canoshield – Post Launch
Facebook Engagement Program: An exclusive page of Canoshield will be created in
Facebook(FB), medical representative can upload or do a facebook live with doctor content –
how to improve immunity, message during World Health Day, World Doctor’s Day etc. This
page needs to be updated in on a daily basis.
Sales Promotion by Fieldforce:
Sl No
Visit 1 Visit 2
1 Detailing
Sample – 1 unit for 50 Drs
1 Doctor’s Card per 100 Dr
1 Chemist card for 100 chemists
Detailing
Sample – 1 unit for 50 Drs
1 Canoshield tabletop for 20 Drs
COVID Silent Warrior Recognition Program: The doctors to govt officials are appreciated for
the efforts by public and govt during this pandemic. But the chemists, pharmacists, stockists
are the backbone of the supply chain that ensures medicines and prescriptions are honoured.
60-120 second appreciation video towards chemists, pharmacist and stockist from key
doctors needs to be recorded using in smartphone camera’s (realistic). This needs to be
uploaded to company’s Canoshield youtube page. These uploaded videos link of the same
needs to be circulated to 850 MR’s and reporting managers. This needs to be circulated across
their personal and professional groups. In this at least one or more video will become viral,
this would ensure perceived brand value and re-enforcement among chemist and public.
Canoshield Immunity Program(CHP): The Key Opinion Leaders addressing of CP,GP & Gastro
through online meeting needs to be scheduled once in a month. The topics should include
immunity and proactive steps in building immunity during viral outbreak etc . The target
doctors should be from tier 3 & tier 4. CME credit points should be provided for attending the
session. In this virtual platform COVID warrior appreciation and awards should be provided
for notable doctors from tier 3 & tie 4. These virtual CHP sessions needs to be recorded and
uploaded in designated Canoshield youtube page and branding can be given as scroll or
watermark in the video. This needs to be circulated through field force and ensures that each
of their HQ doctors are visiting this youtube channel.
Telemedicine Portal: During pandemic or viral outbreak doctors and patient’s safety is a
prime concern. This can be solved utilising personalised telemedicine portal/app
(android/iphone) which has an integrated payment and consultation system and this can be
given to selected doctors as part as customer relation management (CRM) option too.
Radio phone in program: As part of patient awareness and query management phone in
program with key opinion leader needs to be aired once in a month for through designated
all india radio. This would ensure that the content related to Canoshield reaches tier 3 & tier
4 regions too.
Monitor & Control: The following tools can be utilised for monitoring and control brand
performance
Retail Chemist Prescription Audit (RCPA): In order to ensure prescription and repeat
prescription flow, the MR needs to get the pulse of his brand movement, mandatory review
of Retail Chemist Prescription Audit (RCPA) once in two weeks’ update from 2nd line
managers. This should be implemented mandatory on core doctors. This would be the key in
understanding core doctors and new doctor conversion.
1st Line Management: There are 850 headquarters, avg 1-hour review means 850 hours ie 35
days. Post brand launch, review of individual 1st line and his team corresponding with
divisional heads up to CEO needs to be performed and assessed after the brand launch. It
should be completed with that financial year. This would be time consuming but would
uncover under performances and motivate performers.
Weekly Canoshield Tracker: Once in 7 days state wise Canoshield prescription tracker needs
to be circulated. Top 5 performers MR & ASM congratulatory content with photo needs to be
circulated among respective field force’s official WhatsApp groups. The data should be
monitored and verified by product management team
Work Discipline Assessment Report: The first line and MR’s missed call and repeat missed
call of selected core doctors needs to be generated once in 15 days per month. This would
ensure doctor & chemist call coverage, doctor selection issues and prescription generations.
The third line will be given the task to monitor and course correction along with product
management team.
Financial Analysis & Expected Results
Sl No.
Parameters Allocated % from total
Cost (Rs)
1 Sample Stock 20 9,00,000
2 Print Inputs 12 5,40,000
3 Reminder inputs 20 9,00,000
4 CME-Online & Offline 1 45,000
5 Sales Training 1 45,000
6 Sales Incentive 8 3,60,000
5 Dr. Engagement Activity(DEA) 30 13,50,000
6 Radio Awareness Campaign 1 45,000
7 Phygital Campaign 5 2,25,000
8 Extra Offer 1 45,000
Total (Rs) 100 45,00,000
The allotted funds for marketing expense is Rs 45 lakhs. The sample, reminder and DEA take
lion share of expense. Being a nutraceutical formula the conventional brand building will take
longer time for prescription generation and retention. In the first year of launch various print,
phygital and radio awareness campaign would be repeatedly bombarded to patients and
doctors for better brand recall and re-enforcement.
QUARTER WISE INPUT FINANCIAL PLANNING
Parameters Q1(Rs) Q2(Rs) Q3(Rs) Q4(Rs) Total (Rs)
Samples 2,25,000 2,25,000 2,25,000 2,25,000 9,00,000
Visual aid 25,000 25,000 25,000 25,000 1,00,000
Reminder inputs 2,25,000 2,25,000 2,25,000 2,25,000 9,00,000
Print inputs 1,10,000 1,10,000 1,10,000 1,10,000 4,40,000
Total 5,85,000 5,85,000 5,85,000 5,85,000 23,40,000
The quarter wise input financial planning will provide us birds eye view where, when and to
whom with respect to various MR/headquarter this needs to be invested to get better
results.
Canoshield sales incentive on cumulative sales for first 3 months of launch
Sl Incentive Parameters Sales Incentive (in Rs)
1 On achievement of 5000 strips 2,000
2 On achievement of 5500 strips 5,000
3 On achievement of 6000 strips 10,000
4 On achievement of 8000 strips 20,000
NB:
In an ideal scenario, 1560 strips per month is considered so for 3 months it would be 4680
strips for a MR.
The sales incentive is set aggressively so that the initial market penetration and
prescription base creation would become hassle free. After that for prescription
maintenance the use of regular inputs and doctor engagement activity.
Secondary sales will only be considered for incentive. Special offer/tender/rate above
the approved limit won’t be considered. This incentive applicable to MR and would be
proportionally applicable to first line and second line too.
Conclusion
This brand plan uses time tested process with checks and balance. The execution needs to be
dynamic suited to manpower and target doctors across India. This plan is designed to assess
uncertainty and reduce the risk at various phases of brand launch that ensures Canoshield
becomes a 60 crore brand in the first year of launch.
“Talent wins’ games, but teamwork and intelligence wins championships”
– Michael Jordon
Reference
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