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Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd Stevens Business School, Batch: 2009 - 2011 Page 1 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)

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Page 1: reportonmarketingplanofuttone-12923021782118-phpapp01

Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

Stevens Business School, Batch: 2009 - 2011 Page 1

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)

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Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

Stevens Business School, Batch: 2009 - 2011 Page 2

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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Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

Stevens Business School, Batch: 2009 - 2011 Page 3

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 UT-

Tone” 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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Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

Stevens Business School, Batch: 2009 - 2011 Page 4

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 co-

operative 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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Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

Stevens Business School, Batch: 2009 - 2011 Page 5

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 competitor’s product and

their ingredients.

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Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

Stevens Business School, Batch: 2009 - 2011 Page 6

INDEX

Sr. No. Particular Page No.

Acknowledgements 04

Executive Summary 05

Index 06

1

Brief about UT-Tone 09

1.1 Ingredients and Actions 09

1.2 Unique selling proposition (USP) of UT-Tone 12

1.3 Merit of UT-Tone 12

1.4 Demerit of UT-Tone 12

1.5 Suggested names for Re-Launch of UT-Tone 13

2 Current Marketing Situation 14

2.1 Growth of Indian Pharmaceutical Market and Lincoln Pharmaceutical market

14

2.2 Introduction to Gynaec Market 14

2.3 Top Ten Pharmaceutical Market 15

2.4 Gynaec Market Sales in Rs Cr 16

2.5 Sales by sub-segments 16

2.6 UT-Tone Market Situation 19

2.7 Sales of UT-Tone in Rs in Lakh 20

2.8 Competitive Analysis 20

2.9 Price Comparison 21

3 Threat and Opportunities 21

4 Market Survey Detail 22

4.1 Title 22

4.2 Objectives 23

4.3 Research Method 23

4.4 Sample Design 24

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Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

Stevens Business School, Batch: 2009 - 2011 Page 7

4.5 Data Analysis 25

4.5.1 Uterine tonic preferred by doctors most for routine feminine problems

25

4.5.2 The major indications in which uterine tonic prescribed 26

4.5.3 The major herbals, considered as the most effective curing uterine problems or infertility

27

4.5.4 The patient benefits that considered the most especially in Uterine tonic or feminine tonic

28

4.5.5 Doctors expectations from companies who market uterine tonic product

29

4.5.6 Source from where doctors come to know about uterine tonic product

30

4.5.7 The promotional activities used for uterine tonic products 31

5 Marketing Strategy for UT-Tone 32

5.1 Objectives for Marketing Plan 32

5.2 Segment Profile 32

5.3 Positioning 32

5.4 Marketing Expenditure 33

6 Action Programs 34

6.1 Target states for launch plan 34

6.2 Segment Size 39

6.3 Sales Forecasting 40

6.4 Promotional Plan to doctors 44

6.5 Promotional Plan to Business Executives 45

6.6 Call plan for Business Executive per Month 46

7 Budget For 2011 47

8 Control during Application of Marketing Plan 48

8.1 Check point for controlling 48

8.2 Example of control sheet for sales per quarter 49

9 Bibliography 50

10 Annexure 51

10.1 Proposal for Marketing Plan of UT-Tone 51

10.2 Questionnaire for Doctors 57

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Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

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10.3 Questionnaire for Chemists 60

10.4 List of Gynecologists 61

10.5 Visual ad 63

11 Reflective Note 64

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Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

Stevens Business School, Batch: 2009 - 2011 Page 9

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 200ml syrup

Price

o 200ml syrup at Rs 65

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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Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

Stevens Business School, Batch: 2009 - 2011 Page 10

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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Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

Stevens Business School, Batch: 2009 - 2011 Page 11

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

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Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

Stevens Business School, Batch: 2009 - 2011 Page 12

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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Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

Stevens Business School, Batch: 2009 - 2011 Page 13

1.5) Suggested names for Re-launch of UT-tone

Sure Cure - Surety of purity

She Tone – For she it is pure

Pube Tone - Female’s Wellbeing

P2P – Puberty 2 Post menopause

Pregnasure – Surety of Fertility

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Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

Stevens Business School, Batch: 2009 - 2011 Page 14

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 Growth in %

For IPM For Lincoln pharmaceutical Ltd

2007

2008 14.98 25

2009 10.23 -25

2010 17.68 0.38

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 Hormones

o VMS (Vitamins, Minerals, Supplements)

o Anti-infective

o Others

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Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

Stevens Business School, Batch: 2009 - 2011 Page 15

So basically two main questions arise

o What is estimated market for gynecological products?

o 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 Value (Rs.Cr) CAGR % (2006 – 09)

Anti-infectives 6287 13

Cardiac 3947 16

Gastro Intestinal 3832 12

Respiratory 3107 11

Pain/ Analgesic 3082 13

Gynaec 2766 14

VMS 1933 08

Derma 1927 13

Neuro / CNS 1862 13

Anti Diabetic 796 20

Gynaec Market

Regular Gynaec Market

HormonesVMS (Vitamins,

minerals, supplements)

Anti-infectives Other

Infertility Treatment

Hormones

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Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

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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

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 CAGR % (2006 – 09)

Others 15

Anti-infective 08

Hormones 18

VMS 12

0

1000

2000

3000

4000

5000

6000

2006 2007 2008 2009 2014

18452096

24752766

5326

Gynaec Market sales in Rs. Cr

14%

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Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

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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 Recorded a CAGR (2006 -09) of 18% as opposed to 14% for Total Gynaec market

o 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 Anti-Progestogen: Growth has been driven by the increase in medical abortion

o Contraceptives: Increasing awareness, lifestyle changes, increasing number of working

women, etc have all led to the growth of oral contraceptives – CAGR (2006 – 09) 18%

0

500

1000

1500

2000

2500

3000

2006 2007 2008 2009

917 1015 1159 1300

523615

765862

5963

71

75

345

402

480

528

Sales by sub-segments in Rs Cr

VMS Hormones Anti-infectives Others

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Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

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o New generation oral contraceptives: Drospirenone and norgestrel combinations (with

ethinylestradiol) driving growth

o 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 40% VMS Rx come from gynecologists – making the market of Rs 520 Cr

o 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)

o 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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Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

Stevens Business School, Batch: 2009 - 2011 Page 19

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

Year Uterine Tonic Market

in Rs Cr

UT-Tone Market in Rs

Lakh

Markets share of UT-

Tone in Uterine Tonic

Market

2007 71.2 3.65 0.051

2008 71.4 5.87 0.082

2009 85.3 6.017 0.070

2010 96.4 9.06 0.160

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2.7) Sales of UT-Tone in Rs in Lakh

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

0

1

2

3

4

5

6

7

8

9

10

MAT MAR'07

MAT MAR'08

MAT MAR'09

MAT MAR'10

3.67521

5.87872 6.01717

9.06114

Sales of UT-Tone in Rs in Lakh

0.0906114

11.4954817

7.0184283

31.6718917

1.83719885.4546779

3.0794144

0

5

10

15

20

25

30

35

Sum of MAT MAR'10 in Rs in Cr

Sum of MAT MAR'10 in Rs in Cr

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Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

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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 Packing Size MRP Price to

Retailer in Rs

Price to Stockiest in

Rs

Cycloset (Alembic) 300 ml Rs 162.75 Rs 135.56 Rs 123.19

Evecare (Himalaya) 200ml Rs 75 Rs 62.47 Rs 56.77

M2- Tone (Charak Pharma) 200ml Rs 72 Rs 59.98 Rs 54.50

Amycordial (Aimil Pharma) 200ml Rs 70 Rs 58.32 Rs 52.99

Gynedol (DWD Pharma) 200 ml Rs 67.75 Rs 56.45 Rs 51.30

Ashokarisht 300ml Rs 75 Rs 62.50 Rs 56.80

UT-Tone 200 ml Rs 65.90 Rs 54.92 Rs 49.92

3) Threat & Opportunities

Threats

o Development in allopathic medicine

Opportunities

o Increase in Feminine problems

o Increase in population

o Increase in the knowledge of Ayurvedic products in the Doctors

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Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

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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 competitor’s 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.

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Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

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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 competitor’s 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 UT-

Tone.

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.

Doctors of

Ahmadabad Questionnaire

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.

Chemists of

Ahmadabad Questionnaire

4.4) Sampling Design

Target population : Chemists, doctors

Sampling techniques : Convenience Sampling

Total sample size : 60

Chemist : 20

Doctors : 40

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4.5) Data Analysis

4.5.1) Uterine tonic preferred by doctors most for routine feminine problems

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.

42.5

70

60

15

35

17.5

7.5

0

10

20

30

40

50

60

70

80

% R

esp

on

se

Uterine Tonic Products

Uterine Tonic Prefered By Doctors

Cycloset(Alembic)

Evecare (Himalaya)

M2-Tone (Charak Pharma)

Amycordial (Aimil Pharmaceutical)

Gynedol (DWD Pharma Ltd)

UT-Tone (Lincoln Pharma)

Ashokarisht

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Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

Stevens Business School, Batch: 2009 - 2011 Page 26

4.5.2) The major indications in which uterine tonic prescribed

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.

47.5

80

32.5

65

35

12.5

37.5

15

5

10

0 10 20 30 40 50 60 70 80 90

Leucorrhea

Menstrual Disorders

Dysmenorrheal

Exessive Bleeding

Amenorrhea

Vaginal pains and infections

Menopausal syndrome

Infertility

Urinary Infection

Premature ejaculation

Indication in which Uterine Tonic Precscibed

Total Frequency in %

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Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

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4.5.3) The major herbals, considered as the most effective curing uterine

problems or infertility

5

0

15

7.5

7.5

7.5

92.5

72.5

7.5

35

0

90

32.5

10

2.5

2.5

52.5

7.5

2.5

2.5

0 50 100

Major Herbals considered as most effective curing uterine

problems or infertitlity

Amla

Guduchi

Shilajeet

Loh bhasma

Chitrak

Chavak

Jaiphal

Ghritkumari

Shatavari

Daruharidra

Musta

Shivalingi

Lodhra

Ashoka

Mandur bhasma

Vanghbhasma

Garika

Jatamansi

Kankola

Kamal

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.

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4.5.4) The patient benefits that considered the most especially in uterine tonic

or feminine tonic

45

47.5

45

42.5

12.5

12.5

17.5

10

37.5

20

17.5

17.5

17.5

17.5

0 20 40 60

Frequency in %

Pat

ien

ts B

enef

its

Benefits to Patients

Good for Hair

Good for skin

improve health of colon

Improve metabolism

Blood Purifier

Improve liver Health

Promote Ovulation

Increase Lacatation During Feeding

Improve Ovarian Hormon function

No Side Effects

Improve fertiliy

Improve Digesion System

Regulate Menstrual cycle

Mental Stability

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.

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Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

Stevens Business School, Batch: 2009 - 2011 Page 29

4.5.5) Doctors expectations from companies who market uterine tonic

product

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.

42.5

35

62.5

5

25

5

0

10

20

30

40

50

60

70

Total Frequency in %

Doctors Expectations from Companies who Market Uterine Tonic Products

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

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Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

Stevens Business School, Batch: 2009 - 2011 Page 30

4.5.6) Source from where Doctors come to know about Uterine Tonic Product

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.

100

15

32.5

0

20

40

60

80

100

120

Total Frequency in %

Source from where Doctors come to know about Uterine

Tonic Product

company Executives Internet Health Magazines

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Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

Stevens Business School, Batch: 2009 - 2011 Page 31

4.5.7) The promotional activities used for uterine tonic products

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.

57.5

32.5

75

2.5

20

12.5

15

7.5

2.5

2.5

0 20 40 60 80

Promotional Activities used for Uterine Tonic Products

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

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Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

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5) Marketing Strategy for UT-Tone

5.1) Objectives for Marketing Plan

Year Brand Value in Rs in

Lakh Growth in Brand

Value in % Market share in

Uterine Tonic Market

2010 9.06114 45.17 0.16

2011 16,02,006 75 0.28

2012 29,63,712 85 0.51

2013 59,27,423 100 1.036

5.2) Segment Profile

Geographic

o City : UP, Rajasthan, Gujarat, MP, North Belt, Orissa, Assam

Demographic

o Occupation : Professional

o 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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Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

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5.4) Marketing Expenditure

Year % of Total Revenue

2011 21%

2012 15%

2013 15%

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Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

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6) Action Programs

6.1) Target states for launch plan

UP UTRANCHAL

RSM LUCKNOW 1

ASM-I LUCKNOW 1

BE LUCKNOW 2

BE BAREILY 1

BE KANPUR 2

BE LAKHIMPUR 1

BE MORADABAD 1

RSM 1

BE JHANSI 1

ASM 3

8

BE 20

ASM-II VARANSI 1

TOTAL 24

BE VARANSI 1

BE AZAMGARH 1

BE GORAKHPUR 1

BE ALLAHBAD 1

BE FAIZABAD 1

5

ASM-III GHAZIABAD\MEERUT 1

BE GHAZIABAD 2

BE MEERUT 1

BE DEHRADUN 1

BE AGRA 1

BE ALIGARH 1

BE HALDWANI 1

7

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Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

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RAJASTHAN

RSM JAIPUR 1

ASM-I JAIPUR 1

RSM 1

BE JAIPUR 3

ASM 3

BE BIKANER 2

BE 15

BE GANGANAGAR 1

BE BAHRATPUR 1

TOTAL 19

7

ASM-II JODHPUR\UDAIPUR 2

BE JODHPUR 3

BE UDAIPUR 2

BE AJMER 2

BE KOTA 1

8

GUJARAT

RSM AHMEDABAD 1

ASM-I AHMEDABAD 1

BE AHMEDABAD 4

BE MEHSANA 1

RSM 1

BE PALANPUR 1

ASM 3

6

MR 19

ASM-I RAJKOT 1

BE RAJKOT 2

Total 23

BE BHAVNAGAR+AMRELI 1

BE JUNAGARDH+UNA 1

BE JAMNAGAR 1

BE BHUJ+KUTCH 1

6

ASM-III SURAT 1

BE SURAT 2

BE BARODA 1

BE DAHOD+ANAND 1

BE GODHARA 1

BE BHARUCH+ANKLESHWER 1

BE VAPI+VALSAD 1

7

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Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

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MP

RSM BHOPAL 1

ASM-I BHOPAL 1

BE BHOPAL 2

RSM 1

BE GWALIOR 1

ASM 3

BE GUNA 1

BE 16

SAGAR 1

5

TOTAL 20

ASM-II JABALPUR 1

BE JABALPUR 2

BE RAIPUR 1

BE BILASPUR 1

BE SATNA 1

BE REWA 1

6

ASM III INDORE 1

BE INDORE 2

BE UJJIAN 1

BE RATLAM 1

BE KHANDAW 1

5

NORTH BELT

(PUNJAB,CHANDIGARH,DELHI)

RSM DELHI 1

ASM-I, II DELHI 3

BE DELHI 10

10

RSM 1

ASM III ROHTAK 1

ASM 4

BE ROHTAK 2

BE 18

SIRSA / HISSAR 1

GURAGAON / REWARI 1

TOTAL 23

FARIDABAD 3

PANIPAT / SONIPAT / KARNAL 1

8

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Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

Stevens Business School, Batch: 2009 - 2011 Page 37

ORISSA

RSM CUTTACK 1

ASM-I CUTTACK 1

BE CUTTACK 3

BE ANGUL 1

BE DHENKANAL 1

RSM 1

BE BERHAMPUR 2

ASM 4

7

BE 26

ASM-II BHUBNESHWAR 1

BE PURI 1

TOTAL 31

BE KEONJHAR 1

BE JAGATSINGHPUR 1

BE KENDRAPADA 1

4

ASM-III BHADRAK 1

BE BARIPODA 1

BE BALASORE 1

BE BHADRAK 1

BE JAJPUR 1

4

ASM-III SAMBALPURE 1

BE SAMBALPURE 2

BE SUNDERGARH 1

BE JARSUGADA 1

BE ROULKELA 1

BE BARGAH 1

6

ASM-IV BOLANGIR 1

BE BOLANGIR 1

BE BHAWANIPATANA 1

BE SONEPUR 1

BE JEYPORE 1

BE KHURDA 1

5

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Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

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ASSAM

RSM IMPHAL 1

ASM-II IMPHAL 1

RSM 1

BE IMPHAL 1

ASM 3

BE AIZWAL 1

MR 14

BE KARIMGANJ+SILCHAR 1

BE AGARTALA 1

TOTAL 18

BE SHILONG 1

5

ASM-I JYOTI GAUWAHATI 1

BE GAUWAHATI 1

BE BARIPETA 1

BE N.LAKHIMPUR 1

BE DHUBRI 1

BE KOKRAJHAR 1

5

ASM-II SABBIR 1

BE JORHAT 1

BE DIBRUGARH 1

BE DIMAPUR 1

BE TINSUKIA 1

4

Target States for Launch Plan

Name of States Number of Business

Executives per State

Total Business Executive

in Target States

UP 20 128

RAJASTHAN 15

GUJARAT 19

MP 16 Total Target States

NORTH BELT 18 7

ORISSA 26

ASSAM 14

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Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

Stevens Business School, Batch: 2009 - 2011 Page 39

6.2) Segment Size

Segment Size

State Number of Doctors

per Business Executive

Number of Business Executive

per state

Total Number of Doctors per State

Total Sample Size

Gujarat 100 19 1900

12800

M.P 100 16 1600

U.P 100 20 2000

Delhi 100 18 1800

Asham 100 14 1400

Orissa 100 26 2600

Rajasthan 100 15 1500

Category of Doctors on the Basis of Prescription generation scale

% of Doctors in category

A category doctors 30%

B+ Category doctors 50%

B Category Doctors 20%

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Stevens Business School, Batch: 2009 - 2011 Page 40

6.3) Sales forecasting

No. of

Unit per

B.E

Total

Number

of Unit

per State

No. of

Unit per

B.E

Total

Number

of Unit

per State

No. of

Unit per

B.E

Total Number of

Unit per State

No. of

Unit per

B.E

Total

Number of

Unit per

State

No. of

Unit per

B.E

Total

Number

of Unit

per State

No. of

Unit per

B.E

Total

Number

of Unit

per State

No. of

Unit per

B.E

Total

Number

of Unit

per State

No. of

Unit per

B.E

Total

Number

of Unit

per State

No. of

Unit per

B.E

Total

Number

of Unit

per State

No. of

Unit per

B.E

Total

Number

of Unit

per State

No. of

Unit per

B.E

Total

Number

of Unit

per State

No. of

Unit per

B.E

Total

Number

of Unit

per State

Gujarat 19 15 285 15 285 18 342 20 380 20 380 22 418 22 418 24 456 24 456 25 475 25 475 25 475

M.P 16 15 240 15 240 18 288 20 320 20 320 22 352 22 352 24 384 24 384 25 400 25 400 25 400

U.P 20 15 300 15 300 18 360 20 400 20 400 22 440 22 440 24 480 24 480 25 500 25 500 25 500

Delhi 18 15 270 15 270 18 324 20 360 20 360 22 396 22 396 24 432 24 432 25 450 25 450 25 450

Asham 14 15 210 15 210 18 252 20 280 20 280 22 308 22 308 24 336 24 336 25 350 25 350 25 350

Orissa 26 15 390 15 390 18 468 20 520 20 520 22 572 22 572 24 624 24 624 25 650 25 650 25 650

Rajasthan 15 15 225 15 225 18 270 20 300 20 300 22 330 22 330 24 360 24 360 25 375 25 375 25 375

6144

Total unit sales in month

Total unit sales in Quarter

Total unit sales in 2011

Name of State

Number

of B.E.

per State

Quarter 1

January February March

1920 1920 2304 3072 3072

8960

Quarter 2

April May June

2560 2560 2816

9600

32640

Expected Sales from Product in 2011

Quarter 4

October November December

3200 3200 3200

7936

Quarter 3

July August September

2816

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No. of

Unit per

B.E

Total

Number

of Unit

per State

No. of

Unit per

B.E

Total

Number

of Unit

per State

No. of

Unit per

B.E

Total

Number

of Unit

per State

No. of

Unit per

B.E

Total

Number

of Unit

per State

No. of

Unit per

B.E

Total Number of

Unit per State

No. of

Unit per

B.E

Total

Number

of Unit

per State

No. of

Unit per

B.E

Total

Number

of Unit

per State

No. of

Unit per

B.E

Total

Number

of Unit

per State

No. of

Unit per

B.E

Total

Number

of Unit

per State

No. of

Unit per

B.E

Total

Number

of Unit

per State

No. of

Unit per

B.E

Total

Number

of Unit

per State

No. of

Unit per

B.E

Total

Number

of Unit

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

Expected Sales from Product in 2012

Name of State

Number

of B.E.

per State

Quarter 1 Quarter 2 Quarter 3 Quarter 4

January February March October November DecemberJuly August SeptemberApril May June

Total unit sales in month 3584 4096 4480 4480

Total unit sales in 2012 60288

5120 5120 5376 5760 6144 6400

Total unit sales in Quarter 12160 14208 15616 18304

4864 4864

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No. of

Unit per

B.E

Total

Number

of Unit

per State

No. of

Unit per

B.E

Total

Number

of Unit

per State

No. of

Unit per

B.E

Total

Number

of Unit

per State

No. of

Unit per

B.E

Total

Number

of Unit

per State

No. of

Unit per

B.E

Total Number of

Unit per State

No. of

Unit per

B.E

Total

Number

of Unit

per State

No. of

Unit per

B.E

Total

Number

of Unit

per State

No. of

Unit per

B.E

Total

Number

of Unit

per State

No. of

Unit per

B.E

Total

Number

of Unit

per State

No. of

Unit per

B.E

Total

Number

of Unit

per State

No. of

Unit per

B.E

Total

Number

of Unit

per State

No. of

Unit per

B.E

Total

Number

of Unit

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

Expected Sales from Product in 2013

Name of State

Number

of B.E.

per State

Quarter 1 Quarter 2 Quarter 3 Quarter 4

January February March October November DecemberJuly August SeptemberApril May June

Total unit sales in month 7040 7424 7680 8320

Total unit sales in 2011 120704

10240 10880 11520 12160 12800 14080

Total unit sales in Quarter 22144 26880 32640 39040

8960 9600

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Expected Sales in units for Product

Year Quarter Expected Sales in Unit

Per Quarter

Per Year

During 3 Years

2011

Q1 6144

32640

213632

Q2 7936

Q3 8960

Q4 9600

2012

Q1 12160

60288 Q2 14208

Q3 15616

Q4 18304

2013

Q1 22144

120704 Q2 26880

Q3 32640

Q4 39040

Sales forecasting in Rupees

Year Quarter

Expected sales in Rupees

Per Quarter

Per Year During 3 Years

2011

Q1 302530.6

1607193.6

10519240

Q2 390768.6

Q3 441190.4

Q4 472704

2012

Q1 598758.4

2968581.1 Q2 699601.9

Q3 768931.8

Q4 901289

2013

Q1 1090371

5943465 Q2 1323571

Q3 1607194

Q4 1922330

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Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

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6.4) Promotional Plan To Doctors

Promotional Tool Promotional Month Unit required per year

Visual Aid Every month 128

Calendar of Product January 2560

A3 size posters for patient education

February 1280

Prescription Pad March 1280

Sponsorship of Doctors Association function

once in a year 1

Book Mark May 1280

Sponsorship of Medical colleges degree allocation function

June 1

Model or Chart of Female Reproductive system

July 640

Book of Gynecology Practices August 70

Wall Clock September 1280

Packet of Celebration Chocolate October 12800

Promotional Tool Unit required per year

One Page Product card to Doctors 3840

Special Visiting Cards 399360

Thanking Card to Doctors 15360

Free Samples to Doctors 15360

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Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

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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

Incentive

Planning for

Business

Executives

Gifts to Top

3 Business

Executive in

each State

Diamond

B.E

Watch of

Rs 2000 June 1 7 7

Platinum

B.E

Watch of

Rs 1500 June 1 7 7

Gold B.E Watch of

Rs 1000 June 1 7 7

Gifts to Top

3 Business

Executive in

each State

Diamond

B.E

3 Days

and 4

Nights at

5star

Hotel

December 1 7 7

Platinum

B.E

2 Days

and 3

Nights at

5star

Hotel

December 1 7 7

Gold B.E

1 Day and

2 night at

5star

Hotel

December 1 7 7

2% Incentive on achievement of Target every month

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Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

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6.6) Call plan for Business Executive per month

Call Plan for One Business Executive per month

Sample Unit No. of Doctors to visit per

month Call per Month

Total call per

Month

A category doctors 30 4 120

B+ Category doctors 50 2 100

B Category Doctors 20 2 40

Total Call per month per B.E 260

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7) Budget for 2011

Promotional ToolsUnit Required per

Year

Cost of

Promotional tool

per unit in Rs

Total Promotional

Cost in Rs

Total

Administration

Cost

Total General

Cost

Total Corporate

Branding Cost

One Page Product card to

Doctors3840 2 7680

Special Visiting Cards 399360 0.2 79872

Thanking Card to Doctors 15360 0.2 3072

Free Samples to Doctors 15360 12.31 189081.6

Visual Aid 128 300 38400

Calender of Product 2560 120 307200

A3 size postors for patient

education1280 10 12800

Prescription Pad 1280 10 12800

Sponcership of Doctors

Association function1 25000 25000

Book Mark 1280 1 1280

Sponcership of Medical

colleges degree allocation

function

1 20000 20000

Model or Chart of Female

Reproductive system640 100 64000

Book of Gynecology Practises 7 1500 10500

Wall Clock 1280 30 38400

Packet of Celebration

Chochlate12800 50 640000

Watch of Rs 2000 to B.E 7 2000 14000

Watch of Rs 1500 to B.E 7 1500 10500

Watch of Rs 1000 to B.E 7 1000 7000

3 Days and 4 Nights at 5star

Hotel for B.E7 4000 28000

2 Days and 3 Nights at 5star

Hotal for B.E7 3000 21000

1 Day and 2 night at 5star

Hotel for B.E7 2500 17500

25600

339613.6 118272 123600 992200

2% Incentive on achievement of Target every month

Total Cost in Rs 2011

Cost Plan for 2011

Cost for 2011 in Rs

1573685.6

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Marketing Plan Of UT-Tone, Lincoln Pharmaceutical Ltd

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8) Control during Application of marketing plan

8.1) Check point for controlling

Match actual sales figure

o Every month

o Every quarter

o Every year

Match the unit sales per state per month

o Every month

o Every quarter

o Every year

Business Executive target

Promotional activities at every month, quarter and yearly

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8.2) Example of Control sheet for Sales per Quarter

Expected

Total

Number of

Unit per

State

Actual

sales of

unit per

state

Expected

Total

Number

of Unit

per State

Actual

sales of

unit per

state

Expected

Total

Number

of Unit

per State

Actual

sales of

unit per

state

Expected

Total

Number

of Unit

per State

Actual sales

of unit per

state

Expected

Total

Number

of Unit

per State

Actual

sales of

unit per

state

Expected

Total

Number

of Unit

per State

Actual

sales of

unit per

state

Expected

Total

Number

of Unit

per State

Actual

sales of

unit per

state

Expected

Total

Number

of Unit

per State

Actual

sales of

unit per

state

Expected

Total

Number

of Unit

per State

Actual

sales of

unit per

state

Expected

Total

Number

of Unit

per State

Actual

sales of

unit per

state

Expected

Total

Number

of Unit

per State

Actual

sales of

unit per

state

Expected

Total

Number

of Unit

per State

Actual

sales of

unit per

state

Gujarat 19 285 285 342 380 380 418 418 456 456 475 475 475

M.P 16 240 240 288 320 320 352 352 384 384 400 400 400

U.P 20 300 300 360 400 400 440 440 480 480 500 500 500

Delhi 18 270 270 324 360 360 396 396 432 432 450 450 450

Asham 14 210 210 252 280 280 308 308 336 336 350 350 350

Orissa 26 390 390 468 520 520 572 572 624 624 650 650 650

Rajasthan 15 225 225 270 300 300 330 330 360 360 375 375 375

1920 1920 2304 2560 2560 2816 2816 3072 3072 3200 3200 3200

9600

32640

Total unit sales in month

Total unit sales in Quarter

Total unit sales in 2011

Name of State

Number

of B.E.

per State

Quarter 1

January February March

6144

Quarter 2

April May June

7936 8960

Control sheet for sales during 2011

Quarter 4

October November December

Quarter 3

July August September

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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/product-

tp/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

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10.1) Annexure 1

Proposal for 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)

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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 competitor’s 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.

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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 competitor’s 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 UT-

Tone.

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

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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.

Doctors of

Ahmadabad Questionnaire

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.

Chemists of

Ahmadabad Questionnaire

Sampling Design

Target population : Chemists, doctors

Sampling techniques : Convenience Sampling

Total sample size : 60

Chemist : 20

Doctors : 40

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Time scale

Sr. No. Function Days

1 Finalizing Project Proposal 25th October to 2nd

November 2010

2 Literature Survey 25th October to 3rd

November 2010

3 Develop questionnaire 2nd November 2010

4 Pilot test and revise questionnaire 3rd and 4th November 2010

5 Administer questionnaire 5th to 12th November 2010

6 Data Entry 13th November 2010

7 Analyze data 14th November 2010

8 Prepare marketing Plan for UT-Tone 15th November to 6th

December 2010

9 Submit Draft to guide and await for

feedback 7th and 8th December 2010

10 Revise draft and format for submission 9th December 2010

11 Print and bind 10th December 2010

12 Submission 14th December 2010

Resources

Transportation expenses for market survey for fill up of questionnaire.

Stationary expenses for printing of questionnaire and report and binding of report.

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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 : Mr. C T Kapadia

Signature : __________________________________________

Academic Guide

Name : Dr. Raashid Saiyad

Signature : __________________________________________

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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 (Duration: _________________________________________)

2) Menstrual disorders (Duration: _________________________________________)

3) Dysmenorrheal (Duration: _________________________________________)

4) Excessive bleeding (Duration: _________________________________________)

5) Amenorrhea (Duration: _________________________________________)

6) Vaginal pains and infections (Duration: _________________________________________)

7) Menopausal syndrome (Duration: _________________________________________)

8) Other, please specify_____________________________________________________________

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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),

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)

18) Other, please specify____________________________________________________

Question 4: which are the patient benefits that you consider the most especially in uterine tonic or

feminine tonic?

Answer 4:

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

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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:

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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

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10.4) Annexure 4: List of Gynecologists

Respondent No. Gynecologists Name

1 Dr. Amita Patel

2 Dr. Falguni Patel

3 Dr. Chandramuliv shelat

4 Dr. Shashikala Shahi

5 Dr. Jignesh Shah

6 Dr. Snehal Kala

7 Dr. Bhargavi Patel

8 Dr. Diptiben K shah

9 Dr. Pinal J Patel

10 Dr. Anju B shah

11 Dr. Dipak Nair

12 Dr. Manshukh Patel

13 Dr. Vandana Amin

14 Dr. Manish P Patel

15 Dr. Vaibhavi Mali

16 Dr. Rajendra Patel

17 Dr Jayshri K Gandhi

18 Dr. Virbala Zaveri

19 Dr. Bhavit Shah

20 Dr. Mahesh C Patel

21 Dr. Kamlesh Patel

22 Dr. Alpaben J shah

23 Dr. Veena Gupta

24 Dr. Kainnari A Pandya

25 Dr. Bindu Shah

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26 Dr. Pradeep P Gohel

27 Dr. Manoj bharwada

28 Dr. Manisha H Doshi

29 Dr. Dharmishtha P Shah

30 Dr. Manisha A Soni

31 Dr. Varsha M Dave

32 Dr. C.K. Gadhavi

33 Dr. Meena Amin

34 Dr Vandhana K Rajpuriya

35 Dr. Purna Patel

36 Dr. Nachiket Bhatt

37 Dr. Pinky Nair

38 Dr. Kalpana Patel

39 Dr. Sima Patel

40 Dr. Bhuavdeep Ganatra

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10.5) Annexure 5: Visual Ad

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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.