Brand Plan

1. CICO Shampoo
CICLOPIROX OLAMINE SHAMPOO
Brand Plan
FY-2022-23

2. Competitive Analysis
MOLECULES
MAT VAL
MAR 21
MAT VAL
MAR 22
MAT VAL GR
MAR 22
SALES UNIT
JAN-22
SALES UNIT
FEB-22
SALES UNIT
MAR-22
ANTISEBORRHEICS MARKET 272.1 298.9 9.8 13.69 12.63 12.07
SELENIUM SULPHIDE 52.6 48.1 -8.4 2.49 2.27 2.02
KETOCONAZOLE + PYRITHIONE ZINC 45.4 44.4 -2.2 3.21 2.73 2.43
KETOCONAZOLE 42.3 42.0 -0.7 1.98 1.99 1.84
OTHER NATURAL SHAMPOO 19.7 25.3 28.5 0.56 0.55 0.57
CICLOPIROX 14.4 20.6 42.9 0.90 0.82 0.82
FLUOCINOLONE 8.2 9.7 18.8 0.49 0.47 0.44
CLOBETASOL 0.5 0.5 -3.1 0.03 0.02 0.02
CICLOPIROX + ZINC PYRITHIONE 0.1 0.2 261.7 0.01 0.01 0.01
PERMETHRIN 0.1 0.2 33.0 0.01 0.02 0.02
COAL TAR 0.1 0.0 -72.6 0.00 0.00 0.00
POVIDONE IODINE 0.0 0.0 -100.0 0.00 0.00 0.00
• Overall Anti Seborrheics Market is valued at 298 crores growing at 9.8
• Currently Top Molecules are Ketoconazole comb. & Selenium Sulphide
• Ciclopirox & Ciclo + ZPTO has registered highest growth.
Source – Awacs Pharmatrac MAT March’22

3. Current Scenario : Ciclopirox Shampoo
• Overall Market is valued at 20 Cr Growing at 42.9%
• C WIN has registered Highest Growth @ 121%
• 8X is the No. 1 Prescribed Brand
Source – Awacs Pharmatrac MAT March’22
BRAND COMPANY
MAT VAL
MAR 22
MAT VAL
GR MAR 22
Current Rx Share (SMSRC –
Nov’Feb’22)
CICLOPIROX OLAMINE
(SHAMPOO)
20.6 42.9 100%
8X CIPLA LTD. 14.2 25.7 54%
CWIN RANBAXY 4.1 121.0 27%
CANDIDOX GLENMARK 1.6 54.0 10%
CIVADERM AJANTA 0.7 211.9 9%

4. NEED GAP ANALYSIS

5. Patient Journey –Seborrh Dermatitis
Stages
Awareness/
presentation
Diagnosis/
referral
Treatment
Fulfilment
Adherence/
Monitoring
Home remedies OTC products
Patches of greasy skin covered with flaky white or yellow
scales or crust on the scalp
Dermatologist /Derma Physician
Diagnosis & staging
Drug selection
Ketoconazole Comb. or
Selenium Sulphide
Improvement in
condition
No Improvement
in condition
Switch to CPRX
Maintenance therapy with
regular follow ups
Investigation of Hair
& Scalp
Unresolved
• Identify Major bottlenecks in patients’ journey
• Explore Leverage Points
• Optimal Resource Utilization
Key Objectives

6. •1% Zinc Pyrithione (ZPTO)
•1% to .5% Selenium sulfide
•2% Ketoconazole
•5% Coal tar + 2% Salicylic acid
•0.1% and 0.03% Tacrolimus
.
Current Treatment Options
•Emerging Resistance due to
Indiscriminate Use
•Less Penetration
•High MIC
•Dryness with Ketokonazole
• Treatment Failure / Relapse
Limitations
CPO penetrates Deep into the
hair, and through the epidermis
and hair follicles in the
sebaceous glands, and dermis
with a small portion remaining
within the stratum corneum
(reservoir effect) against m.
Furfur
CPO RESERVIOR Advantage
Establishing the Treatment Need Gap

7. Identify Patient Segment
• Patient Suffering from Dandruff
• Prophylaxis of Dandruff
• Seborrhoeic Dermatitis in which the yeast
Malassezia furfur is involved
Identify the Right Patient Group
• Treatment Naïve Patient
• Non Responsive to other medicated
Shampoo
• Relapse /Recurrent cases
A) Segmentation: Identifying all possible patient segments
Strategic Plan : Segmentation, Targeting and
Positioning

8. Strategic Plan : Segmentation, Targeting and Positioning
B) Targeting : Selecting the Right Customer
Target Patient Segment Customers who treat target patient segments
Treatment Naïve Patients
• Clinical Dermatologist
• Derma Physician
Non Responsive to Current Medicated
Shampoo
Relapse or Recurrent Cases of Seborrhic
Dermatitis & Dandruff

9. Features
• Low MIC against
• Reduce Itching % Scaling
• Anti-Fungal
• Anti-Bacterial
• Anti –Inflammatory
• Low Dryness
Emotional
Rational
Effectively Treats
Seborrhic Dermatitis
Insights
SMP: CICO provides Assured Clinical Resolution of Seborrhic Dermatitis
Brand Portrait Wheel to derive ‘SMP’
Patient Dissatisfaction
Recurrent / Relapse/ Daily Care
• Faster Resolution of Symptoms
• Reduces Pruritus &Scalp Itching
• Reduce Dryness
• Rich Lather
CICO Shampoo Gives
Source :May 25, 2022 10:33 ET | Source: Arcutis Bio therapeutics, Inc. Nationwide Survey of People with Seborrhea Dermatitis
What CICO Shampoo Means
( User Physician/Patient)
Doctor
1. Trusted
2. Responsible
Patient
1. Reliable for SD
2. Bring Back the Confidence & Fun
1. Assured relief from SD
2. Secure / Peace of mind/Confidence
3. Delight(P)/No dilemma
4. Relaxed
5. Confident
Outcome

10. Strategic Plan : Segmentation, Targeting and Positioning
Brand Positioning Statement (BPS)
In the Seborrheic Dermatitis & Dandruff CICO Shampoo
delivers successful treatment outcome to the patients because
of its international quality, Higher Penetration & Reservoir
effect in Scalp Epidermis & Hair Follicle
Brand Positioning Statement (BPS)

11. FY 2022-23
Qualitative Objective(s)
CICO should become the most Preferred Shampoo for
Treating Dandruff & Seborrhic Dermatitis & Dandruff
Quantitative
Sales Objective – 2 Cr
Market Share – 5%
Rx Share (SMSRC) -2%
Rank -4th
BRAND MARKETING OBJECTIVES
Brand Vision : Aspiration for what the brand could be at the height of it’s life cycle
Source – Awacs Pharmatrac MAT March’22 & SMSRC Nov Feb’22

12. CICO Shampoo must provide the solution to two key parameters
(1) Which are the most important customer will CICO Shampoo Satisfy
(2) How CICO is unique or MUCH better than what competitor offers
Go-to-Market Brand Strategy (1/3)

13. Go-to-Market Brand Strategy (2/3)
Target Customers Clinical Dermatologist / Derma Physician/ Patients
Their Key Needs
Doctors - Quality & Economy, Regular visit/reminder, Gifts/schemes
Chemist - Discounts/schemes/gifts.
Patients - Quality drug. Effective relief, easy availability, economy
Primary Competitor Ketoconazole Shampoo
In House Strength
• Brand equity among Dermatologist
• FF, Geographical coverage & distribution network (110 FF and about 3000+ Distributors)
• Strong presence in West & South
What other "added value" strategies
could help you develop differentiation
Creating Brand Differentiation though scientific communication on Ciclpirox Shampoo
Our Brand Vision To become 4
th
Rank Brand in Ciclopirox Shmapoo Market with 5 % MS by 2023

14. Go-to-Market Brand Strategy (3/3)
Target Customers: Clinical Dermatologist & Derma Physician
Go-To-Market Brand Strategy
Position CICO Shampoo as the most TRUSTED brand in the management of Seborrheic Dermatitis that provides
effective & safe solution.
Target Customers: Retailers
Go-To-Market Brand Strategy At retail level, position CICO Shampoo as a brand with high repeat demand, exciting benefits’ offerings.
Target Customers: Patients
Go-To-Market Brand Strategy
At patients’ level position CICIO as a RELIABLE partner in the Management of SD and ensuring better Quality of Life
& revive confidence among patient suffering from SD & Dandfruff
Target Customers: People (internal FF)
Go-To-Market Brand Strategy
At Internal team level, positioning CICIO Shampoo as a PRIDE of each MR and infuse high level of momentum
through recognition program till the brand achieves its first Milestone

15. Marketing Mix Element Marketing Mix Strategy
Creating Brand Differentiation of Molecules by Targeting the Competing Molecules & Brands
Focus on Strong hold markets
Focus on building Rx & Value base in WB, Maharashtra & South India Markets
Metro/ Mega cities of Strong hold zones
Penetrative Strategy with decent Bonus offer in line with GC
Focus on Spreadibility /Distribution of Primary billing among available channel
1. “Say No to PINK” – 10 Potential Target (Ketoconazole) / Hq Drs for conversion & Nurture them Brand Advocate
2. “Changing Trend in SD Management ” RTM / CME to establish ciclopirox superiority
3. My Life without Dandruff” – Patients awareness programs
My CICO My Pride - Reward & recognition for the best performances ( Monthly)
Place
Price
Promotion
Product
People
Marketing Mix Strategy

16. BRAND APR-22 MAY-22 JUN-22 JUL-22 AUG-22 SEP-22 OCT-22 NOV-22 DEC-22 JAN-23 FEB-23 MAR-23
CICO Shampoo
(Actual Units)
4400 4400 4400 6600 8250 11000 13200 16500 16500 16500 11000 11000
No of TBM 110 110 110 110 110 110 110 110 110 110 110 110
PCPM Units 40 40 40 60 75 100 120 150 150 150 100 100
VALUE (L) 8.23 8.23 8.23 12.34 15.43 20.57 24.68 30.86 30.86 30.86 20.57 20.57
QUARTER 24.68 48.34 86.39 72.00
TOTAL PROJECTED SALES (L) 231
Sales & Projection

17. Brand P & L
CICO Shampoo FY-2022-23
Particulars Q1 Q2 Q3 Q4 TOTAL E/S
Projected Sales (at PTR) value in Lakh 24.68 48.34 86.39 72.00 231.41
A
Samples units (Per Rep) 60 60 60 60 240.00
Samples Cost 2.31 2.31 2.31 2.31 9.24 4%
Visual aid 0.55 0.55 1.10
Literatures 1.25 1.50 2.50 2.50 7.75
Print Total 1.80 1.50 3.05 2.50 8.85 4%
Gifts Total 1.00 1.00 1.50 1.00 4.50 2%
Total promotional expenses 5.11 4.81 6.86 5.81 22.59 10%
B Trade offers 1.00 1.00 1.00 1.00 4.00 2%
C Incentives 1.25 1.25 1.25 1.25 5.00 2%
D Others - contingency 1.00 1.00 1.00 3.00 1%
Total Expense (A+B+C+D) 6.11 6.81 8.86 7.81 29.59 13%

18. Thank You