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MARKETINB PLAN.pptx

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MARKETINB PLAN.pptx

  1. 1. “A strong Umbrella creates a base which line extensions can achieve a faster market penetration at a lower cost” john quelch
  2. 2. 1.0 Executive Summary 2.0 Situation Analysis 2.1 Market Summary 2.1.1 Market Demographics 2.1.2 Market Needs 2.1.3 Market Trends 2.1.4 Market Growth 2.2 SWOT 2.2.1 Strengths 2.2.2 Weaknesses 2.2.3 Opportunities 2.2.4 Threats 2.3 Competition 2.4 Business Model Description 2.5 Keys to Success IRON X & CAL Y BUSINESS PLAN
  3. 3. 3.0 Marketing Strategy 3.1 Mission 3.2 Marketing Objectives 3.3 Financial Objectives 3.4 Target Markets 3.5 Positioning 3.6 Strategies 3.7 Marketing Mix 3.8 Marketing Research 4.0 Financials 5.0 Controls 5.1 Implementation
  4. 4. EXECUTIVE SUMMARY
  5. 5.  B03A2 IRON COMBINATION PRODUCTS estimated sales about 704,389,219 million L.E and about 11,809,724 million units with -22% growth and 0.48% MS compared to 2021.  A12A0 CALCIUM estimated sales about 525,729,800 million L.E and about 2,864,822 million units with -12% growth and 0.52% MS compared to 2021.  NAPICO enter the market with unique products behind strong investment and have new and innovative strategies to penetrate market. 1.0 Executive Summary
  6. 6. SITUATION ANALYSIS 2.1.1 Market Demographics 2.1.2 Market Needs 2.1.3 Market Trends 2.1.4 Market Growth
  7. 7. B03A2 IRON COMBINATION PRODUCTS 1. Total Market Trends 2. Total Brand Performance 3. Competitor Analysis
  8. 8. B03A2 IRON COMBINATION PRODUCTS MARKET TRENDS (2020-2022) 10,549,513 10,554,631 8,314,896 YTD SEP2020 YTD SEP2021 YTD SEP2022 UNITS 501,405,35 4 589,029,72 0 505,016,603 YTASEP2020 YTASEP2021 YTASEP2022 VALUE
  9. 9. B03A2IRON COMBINATION MARKET TRENDS MAT (2020-2022) 14,874,662 15,356,281 11,908,724 MAT SEP2020 MAT SEP2021 MAT SEP2022 UNITS 695,229,44 0 839,007,87 3 704,389,216 MAT SEP2020 MAT SEP2021 MAT SEP2022 VALUE
  10. 10. B03A2 IRON COMBINATION PRODUCTS MARKET BRANDS YTD SEP 2022 FEROGLOBIN, 3,358,645, 40% FERROTRON, 1,274,663, 15% PHARAFERRO , 388922, 5% HEMA=CAPS, 535,336, 7% THGRAGRAN HEMATINI, 502,532, 6% OTHERS, 2,254,798, 27% UNITS FEROGLOBIN, 216,171,638, 37% FERROTRON, 108,364,878, 19% PHARAFERRO , 24891008, 4% HEMA=CAPS, 19,271,736, 3% THGRAGRAN HEMATINI, 14,322,179, 2% OTHERS, 201,995,164, 35% VALUE
  11. 11. Product Composition Company Pack & Price IRON IRON NAPOCI 30 CAPS/ 67.5 LE FEROGLOBIN IRON+FOLIC ACIC+COPPER+VIE B12,B6 VITBIOTICS 30 CAPS/ 80 LE FERROTRON IRON+ZINC+COPPER+FOLICACI D +VIE C,B12,B1, NERHADOU 30 CAPS/88.5LE PHARAFERRO IRON+ZINC+COPPER +VIE C,B12,B1, DEVERTLAB 20 CAPS/84LE THERAGRAN MULTIVITAMINS + IRON SMITHKLINE BEECHAM 30 CAPS/28.5LE HEMA-CAPS
  12. 12. A12A0 CALCIUM 1. Total Market Trends 2. Total Brand Performance 3. Competitor Analysis
  13. 13. A12A0 CALCIUM MARKET TRENDS (2020-2022) 12,503,407 9,630,507 9,763,719 YTDSEP2020 YTDSEP2021 YTDSEP2022 UNITS 381,861,501 32,933,346 409,443,167 YTDSEP2020 YTDSEP2021 YTDSEP2022 VALUE
  14. 14. A12A0 CALCIUM MARKET TRENDS MAT (2020-2022) 17,294,023 14,709,583 12,864,822 MAT SEP2020 MAT SEP2021 MAT SEP2022 UNITS 519,752,151 493,533,43 4 525,729,80 0 MAT SEP2020 MAT SEP2021 MAT SEP2022 VALUE
  15. 15. A12A0 CALCIUM MARKET BRANDS YTD SEP 2022 CAL=MAG, 1,449,193, 15% OSTEOCARE, 1,787,653, 18% DECAL, 987,173, 10% CALCIMAT, 524,729, 5% HI=CAL, 527,883, 6% CALCIUM-D3- F, 209,381, 2% OTHERS, 4,277,707, 44% UNITS CAL=MAG, 90,623,106, 22% OSTEOCARE, 80,015,539, 20% DECAL, 5,923,038, 1% CALCIMAT, 3,935,480, 1% HI=CAL, 3,695,181, 1% CALCIUM-D3-F, 4,554,045, 1% OTHERS, 220,696,778, 54% VALUE
  16. 16. Product Composition Company Pack & Price CAL Y CA NAPICO 30 CAPS/ 64.5LE CAL-MAG CA+ MG HOCHSTER 30 CAPS/ 66 LE OSTEOCARE CA+ MG+VIT D3+ZINC VITABIOTICS 30 CAPS/52LE DECAL CA+VIT D3+VIT B12 AMRIA 120 ML/6LE HI-CAL CA+VIT D3 MEPACO 30 TAB/21.75LE CALCIMAT CA ELNASR 12CAPS/7.5LE
  17. 17. 2.2. SWOT Analysis 2.2.1 Strengths 2.2.2 Weaknesses 2.2.3 Opportunities 2.2.4 Threats
  18. 18. Threats • Corona virus situation. • Well established competitors Opportunities • Attractive Market • Possibility of ATL and direct consumer campaign • Increase Digital campaign awareness. • Increase Health Awareness Weakness • Vacancy Medical Reps Strength • Brand Equity • Stable FinancialPosition. • Powerful Field force Team. • Employee Empowerment • Powerful Marketing Team S W T O
  19. 19. InternalFactors (IFAS) Strengths(S) • Brand Equity • Stable Financial Position. • PowerfulField force Team. • EmployeeEmpowerment • PowerfulMarketing Team Weaknesses(W) • Vacancy Medical Reps Opportunities(O) • AttractiveMarket • Possibility of ATL and direct consumer campaign • IncreaseDigital campaign awareness. • IncreaseHealth Awareness SO Strategies  Utilize Marketingsupport to attract customersin high attractive market  Utilize strong financial position for penetratingcustomersin short period  Increasetechnology awareness to make awareness of products in wide range . WO Strategies • Increaseengagementof brand-oriented customers(Innovators) to facilitatepenetration in niche market. • Using of digital awareness to penetratemarketin efficientway Threats (T) • Corona virus situation. • Wellestablished competitors ST Strategies • Utilize marketing tools for penetratingMarket with new Strategy (Social Media and Social Marketing) to compensate littleno of Field force and Morning Hospitals Problems. • Utilize marketing tools for encourage selling by bonus and offersto avoid threats afterestablish products. WT Strategies fill the vacancies with calculated productivityto compensate economical instability External Factors (EFAS) TOWS Matrix
  20. 20. 2.3 Competition Competitor Analysis
  21. 21. 2.5 Keys to Success
  22. 22. 2.5 Keys to Success 1. Highly and Skill trained team 2. KOL Engagement. 3. Target Customer Coverage 4. Effective Marketing program to grow market share
  23. 23. 3.0 Marketing Strategy 3.1 Mission 3.2 Marketing Objectives 3.3 Financial Objectives 3.4 Target Markets 3.5 Positioning 3.6 Strategies 3.7 Marketing Mix 3.8 Marketing Research
  24. 24. 3.1 Mission • Our mission is to improve the patient's quality of life by developing innovative treatments that address unmet medical needs in nutrition sector. • Goal is not only to provide customers with the drugs they need but to provide them with superior service and updated information on existing market.
  25. 25. “The Market Leader in Multi-Vitamins Market with advanced tactics to penetrate market in fast and efficient ways” 3.1 Vision
  26. 26. 3.2 Marketing Objectives Qualitative Objective 1. Create Brand Equity in MULTI-VITAMINS Market. 2. Promote as the advanced and Optimum solution in MULTI-VITAMINS Market.
  27. 27. 15.000.000
  28. 28. 3.2 Marketing Objectives Quantitative Objective FORECAST 3 Years YEAR 2023 2024 2025 Value (L.E) 15,195,000 25,110,000 36,007,500
  29. 29. 29
  30. 30. Customer Driven Marketing Strategy Segmentation Consumer Market Geographic • Density : Urban / Rural Areas Demographic • Age : Above 12 years. • Gender : Male-Female Psychographic • Social class : upper middles , lower uppers . • VALS : Innovators , Thinkers and Achievers Behavioral ( customers) • Benefits : Quality, Service and speed Recovery. • User status : potential user, 1st time user. • Readiness stage : informed, aware ,interested, desirous, intended to buy
  31. 31. Segmentation Hospital sector • All Governmentalsectors (GeneralHospitals – • Out-patients clinics in hospitals (Privatehospitals & companies’ hospitals). Private sector Class A – B + B GYNA ORTHO NUTRITION GIT ,IM Target Markets Customer Driven Marketing Strategy
  32. 32. Positioning Our goal is to position ourselves against our competitors. We want to provide customers with service that a larger pharmaceutical company may be lacking.
  33. 33. MARKETING STRATEGY 33
  34. 34. Strategy According to Competition 1. Market Leader 2. Challenger 3. Follower 4. Nicher Challenger Strategy 1. Frontal Attack 2. Flank Attack Strategies 34
  35. 35. Cost Advantage ( Price Sensitive ) • Variable cost • Marketing Expenses • Operating Expenses Differentiation Advantage ( conscious consumers attracted by superior performance ) • Product Differentiation • Service quality • Brand reputation Marketing Advantage ( create customer value with high brand reputation) • Market Leader • Product Line Advantage • Channel Advantage Competitive Advantage against Competition 35
  36. 36. Offensive Strategy Grow market Share 36
  37. 37. Marketing Strategy implementation Penetration strategy ( Offensive Core Strategy ) The better business competitive position the better chance of obtain high level of customer retention, which in turn will improve : 1- Business’s margins 2- Net Marketing Contribution  This strategy have an immediate impact on marketing profits ( net marketing contribution ),  Business spend money to attract new customers in growing Markets.  It cost much more to acquire a new customer than to keep current one ( from five to ten times more )  Two percent increase in loyal customers has been shown to lower marketing cost by ten percent. 37
  38. 38. 38 Segmentation and Targeting Consumer Pharmacists and Distributor B 2 C sales: Social Media Activation Customer Private sector ADS Hospital sector Customer Driven Marketing Strategy 38
  39. 39. Promotion  We apply of sales promotion strategy giving incentive to buy.  Loyalty marketing programs to loyal customers to reinforce behavior  Break loyalty to competitor's customers and make persuade to switch.  Making direct deal with brand switcher customers .  Materials like giveaway that make brand reminder.  Special gifts that increase brand loyalty.  Marketing activities ( International standalone , Mega clubs ).  Participation in important national conferences 39
  40. 40. DOCTORS 1. SYMPOSIUM 2. Video Shooting 3. Online Livestreaming 4. Sponsors programs 5. Loyalty Program
  41. 41. DOCTORS Engagement 1. Live Streaming 2 KOL Doctors per month 2. Loyalty Programs 200 Doctors from All Egypt 3. Video Shooting 50 Doctors from all Egypt in previous programs
  42. 42. Target = 20 Doctors 1.GYNA 2.ORTHO 3.Nutrition
  43. 43. ATL & BTL 1. DIGITAL MARKETING 2. ONGROUND ACTIVATIONS 3. RADIO ADS
  44. 44. • Consumer 1. Social Media Activity • Facebook Page • You tube adv. • Female blogs and traffic sites 2. Session with KOL Doctors 1- Digital Marketing
  45. 45. 2- On Ground Activation • Consumer: Brand activation in molls, beach, clubs
  46. 46. 3- Radio adv.
  47. 47. Distribution
  48. 48. 48 Distributor 1. Regular meeting with tele-sales and branch managers 2.Gift for the highest sales branch in each area for each distributor
  49. 49. Financial proposal HYPERLINK Attached File
  50. 50. THANK YOU!

Notas del editor

  • Links:

    https://www.pexels.com/photo/business-charts-data-document-259006/
  • Is the complex set of (Perceptions, Impressions, and Feelings) that consumers have for the product compared with competing products
    Consumers position products with or without the help of marketers. But marketers do not want to leave their products’ positions to chance. So
    Plan positions that will give their products the greatest advantage in selected target markets
    Design marketing mixes to create these planned positions.
  • Links:

    https://www.pexels.com/photo/macbook-pro-beside-black-ceramic-mug-on-black-table-3740704/

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