Nimalox is a non steroidal anti inflammatory drug with analgesic and antipyretic properties and cox-2 selective inhibition it's a study to re-branding Nimalox MBA Cairo University

1. NIMALOX MARKETING PLAN 1MBA Cairo University

2. NIMALOX MARKETING PLAN 2MBA Cairo University

3. NIMALOX MARKETING PLAN 3MBA Cairo University

4. Nimalox is a non steroidal anti inflammatory drug with
analgesic and antipyretic properties and cox-2
selective inhibition
Nimalox used for treatment of osteoarthritis , acute
pain and primary dysmenorrheal in adolescent and
adult above 12 years old . it is characterized by fast
onset of action .it has many advantages such as
1- has superior gastrointestinal safety as compared to
other NSAIDs
NIMALOX MARKETING PLAN 4MBA Cairo University

5. • And Nimalox multifactorial mode of action on
inflammatory raceme , also it has proven benefits in
the treatment of acute pain , painful osteoarthritis and
primary dysmenorrheal . the product price
competitively in the market place higher than generic
competition , the target market is young executive ,
ages 21 to 40 , dentists , pharmacists , it focused to
market the Nimalox to the age range of 50 to 75 , it
will be competitive advantage from other product
through its use of new distribution channels and social
media awareness NIMALOX MARKETING PLAN 5MBA Cairo University

6. NIMALOX MARKETING PLAN 6MBA Cairo University

7. • The size of the global pharmaceutical industry is estimated to be at
US$ 550 billion in 2004 as per the latest IMS estimates and has grown
at 7%. The growth is driven by a robust drug development pipeline,
ageing population and ongoing demand for innovative therapies.
North America has contributed nearly 45% of the global
pharmaceutical sales. European Union accounts for around 26% while
Japan accounts for around 11%. Of the other major pharmaceutical
markets, China has shown a consistent performance year after year
growing by 28% to US$ 10 billion. (Source: IMS)
NIMALOX MARKETING PLAN 7MBA Cairo University

8. Nimesulide was the NSAID with most DDDs **billed from
January 2006 to March 2007, with an average 22.3% market
share (203.7 DDDs/1000patients/month). Utilization dropped
suddenly between April and Jun Nimesulide has been
associated with increased risk of hepatotoxicity. This
prompted regulatory action by the European Medicines
Agency.
It is available in a variety of forms: tablets, powder for
dissolution in water, suppositories, mouth dissolving tablets
and topical gel NIMALOX MARKETING PLAN 8MBA Cairo University

9. • The main competitors are Sulide®
Nilsid ®
• **The WHO's definition is: "The DDD is the assumed
average maintenance dose per day for a drug used for
its main indication in adults."[1]
NIMALOX MARKETING PLAN 9MBA Cairo University

10. NIMALOX MARKETING PLAN 10MBA Cairo University

11.  Customers typically purchase pain relievers at supermarkets, pharmacies. Individuals
may buy OTC pain relievers after surgery or to help eliminate pain after they have
used their prescription pain killers. A number of issues play a role in consumers
selection of which OTC pain reliever to use. Some consumers look for lowest price, in
which case most generic forms of pain relievers, such as nimalox, dispersal. Other
consumers look for the absence of certain side effects such as gastrointestinal
bleeding or effects on one’s liver or kidney. Few OTC pain relievers can be taken during
pregnancy, whereas others cannot be used in conjunction with certain prescription
drugs. When consumers have multiple symptoms, such as headache with congestion,
they often choose a medication that will solve all of their problems
NIMALOX MARKETING PLAN 11MBA Cairo University

12. Products such as Brufen cold or Panadol sinus serve to
eliminate headache and clear congestion . AS an added
benefit , the user doesn’t need to be concerned with
possible side effects of mixing medications. Once a
consumer find a pain reliever that works well, they tend
to buy only this brand in the future. Word of mouth also
plays major role in selecting OTC pain killers and so do
the pharmacist opinion.
NIMALOX MARKETING PLAN 12MBA Cairo University

13. Rationale of non customers
 Aspirin and Ibuprofen should not be taken if you are
taking blood pressure medications like ACE inhibitors
and/or beta-blockers. Some people have allergic reaction
to aspirin such as asthmatics, which can cause wheezing,
hives, facial swelling and/or shock. Other individuals have
a holistic approach to medicine and prefer not to take any
sort of medication. Because of these reasons, many
individuals experiment with alternative means of pain
relief.
NIMALOX MARKETING PLAN 13MBA Cairo University

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15.  imesulide has superior gastrointestinal safety as compared to other
NSAIDs.
 Its multifactorial mode of action gives it a unique and broad action
on inflammatory processes.
 It has proven benefits in the treatment of Acute (short term) pain,
Painful osteoarthritis (Swelling in the joints) and Primary
dysmenorrheal ( Period Pains)
 Fast analgesic & antipyretic effect than other NSAIDs in addition to
anti-inflammatory effect.
 Twice daily.
 Available in 3 forms for patient compliance.
 Palatable taste for granules.
NIMALOX MARKETING PLAN 15MBA Cairo University

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17. Market analysis and market growth
• 2) Market Share : 2013
NIMALOX MARKETING PLAN 17
Market
Segment
Our Product Main Competitors
Value Gr. Value M. Sh. Gr. Name Value M.Sh. Gr. Name Value M.Sh. Gr.
986,709,592 10.8 2,266,600
Sach :
917,980
Tab :
973,404
Supp :
375,216
0.3
32.3 %
34.4 %
13.2%
-46
10.2
-20.6
-14.3
Sulid
Tab
Supp
11,992,640
7,521,536
4,471,104
1.5
50.8 %
30.2 %
-43.1
-20.2
-.0 6
Nilsid
Sach
Tab
Supp
1,252,275
369,546
515,925
366,804
0.3
13.7 %
19.1 %
13.6 %
-62.2
-5.3
-37.7
-24.9
MBA Cairo University

18. Units
Gr
.
Units
M.
Sh.
Gr. Name Units
M.S
h.
Gr. Name Units M.Sh.
114,770,20
3
5.3 354,171
Sach
:
183,479
Tab
:
108,156
Supp
:
62,536
0.4
39.2 %
23.1 %
13.4%
-46
10.2
-20.6
-14.3
Sulid
Tab
Supp
1,242,667
683,776
558,888
1.5
40 %
32.7
%
-50.2
-20.2
-0.6
Nilsid
Sach
Tab
Supp
180,050
61,591
57,325
61,134
0.4
15.3 %
14.2 %
15.2 %
NIMALOX MARKETING PLAN 18MBA Cairo University

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21. As in the most industries, technological
advancements have affected consumer activity
in a number of ways. The internet has created
an abundance of information, not all of which
is reliable. Consumers have easy access to
information, much of which is promotional
material presented in a manner to appear
unbiased.
NIMALOX MARKETING PLAN 21MBA Cairo University

22.  In addition to the impact on consumer, technological advances also offer
a number of opportunities and challenges pertaining to manufacturing,
distribution, and promotional activity. Technology generates more
extensive research, greater accuracy in manufacturing, more effective
methods for tracking issues, and faster processes for development. with
regard to distribution, technology has provided opportunities for
environmentally friendly packaging whole increasing safety mechanisms
to prevent tampering. Potential benefits include inventory control ,
counterfeit deterrence, patient protection, and prompt communications
relating recalls
NIMALOX MARKETING PLAN 22MBA Cairo University

23. Potential benefits include inventory control, counterfeit
deterrence, patient protection, and prompt communications
relating recalls.
The Egyptian drug authority (EDA) has developed a timeline in
which drugs that are more likely to be duplicated by counterfeiters
will be serialized sooner than others. The adoption of FRID(radio
frequency identification) technology affects drug manufacturers
and should be considered when developing packaging

NIMALOX MARKETING PLAN 23MBA Cairo University

24. Nimesulide has been associated with increased risk of
hepatotoxicity. This prompted regulatory action by the
European Medicines Agency. The following measures were
applied in 2011: change in product approved indications
(January), a ‘‘dear doctor’’ letter (March), and removal of
packages for therapies longer than 15 days (up to June) and
withdrawal of suspension for children less than 12 years
NIMALOX MARKETING PLAN 24MBA Cairo University

25. Fast analgesic & antipyretic effect than other
NSAIDs in addition to anti-inflammatory effect.
Higher GIT tolerability
Twice daily.
Available in 3 forms for patient compliance.
Palatable taste for granules.
NIMALOX MARKETING PLAN 25MBA Cairo University

26. Not safe for children below 12 years
Cautions related to Hepatic-toxicity .
Limited worldwide experience
NIMALOX MARKETING PLAN 26MBA Cairo University

27. Established Concept of sachets use via Catafast
Higher incidence of Fevers during Influenza season &
need of potent antipyretics
Temporary shortage of sulide due to problems in the
production line
NIMALOX MARKETING PLAN 27MBA Cairo University

28. MOH history of suspension withdrawal which create
negative image at doctors mind.
Crowded market & tough competition.
NIMALOX MARKETING PLAN 28MBA Cairo University

29. • The market of analgesics is crowded with heavy
competition either direct or indirect
• Direct competition:
• Nilsid Pharaonia company
• Limited sales team activity, cheaper price, less market
share
• Sulide Hikma Company
• Highly active sales team, known product by doctors,
higher market Share but higher price
NIMALOX MARKETING PLAN 29MBA Cairo University

30. Competition
• Indirect competition
• Catafast : is the market leader as Sachet produced by a
multinational company ( Novarties )
• Different active ingredients: diclofenac potassium
• Heavy promotion and stable market share
• Voltaren : by Novartis as tablets but with a higher price
• Service offering
• Special Discounts for large orders
• Providing free medical brochures , gimmicks with
adequate quantity to cover doctors and remind them
with Nimalox by name
NIMALOX MARKETING PLAN 30MBA Cairo University

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32. Mission & Objectives
• Marketing Mission & objectives need to be seen as
part of a hierarchy of Company Mission & Vision in the
sense that they are shaped and informed by the
corporate objectives. A corporate objective influences
a marketing objective, which in turn shapes the
marketing strategies and marketing tactics employed:
NIMALOX MARKETING PLAN 32MBA Cairo University

33. Sigma was founded on four key values:
“Vision, Leadership , Teamwork and Devotion”
• Sigma (Mission & Vision )
• Sigma envisions itself to become one of the top
generic pharmaceutical companies in the
Middle East.
• The mission of Sigma is to produce quality medicines to
improve human health. We believe that access to high
quality, yet affordable medicine is essential in
improving healthcare.
• Mission : to provide healthcare providers and
patients with pharmaceutical products of premium
quality products and to safely , rapidly relieve patients
suffering with pain.
NIMALOX MARKETING PLAN 33MBA Cairo University

34. Marketing Objectives
• Objective: by the end of this year we aim to sell about
410, 000 units
• making annual revenue of about 2,650,000 LE with
about 22% growth rate. Also , to increase customer /
patients retention by 20%
 Setting goals / objectives are easy but achieving them
aren’t, so we apply the SMART acronym on our
objective
NIMALOX MARKETING PLAN 34MBA Cairo University

35.  Re-branding the Nimalox : by using new improved formulas
and fashionable logos, New Packaging design , then you will win
and attract new customers
 Improve Product Awareness: To launch a marketing
campaign targeting dentists and pharmacists and health
providers, who were soon all receiving promotional materials: by
using new informative brochures for highlighting on uses for different forms,
flyers, free medical samples, invitations to talks on our website ,
and visits from pharma reps.
• - Our goal is to position the Nimalox as convenient prescription
strength , OTC market , so the consumer will be satisfied
convenient medication without need of doctors directions SO WE ‘ll
build the name with OTC choices for pharmacists
among NSAIDS ( achieving 100,000 Rx / year (Prescription) )
- increasing Nimalox market share in the market of anti-
rheumatics
 Increase Sales - to maximize the sales effect.
NIMALOX MARKETING PLAN 35MBA Cairo University

36. Financial Objectives
• To achieve a gross profit margin of £ 2,400,000 before
the end of the financial year. To increase net profit by
23% each year for the first five years of operation. To
achieve a 19% return on the capital invested by the end
of the first year of operation. To increase the size of
operation from £ 100,000 in the first year to £ 200,000
in the next.
NIMALOX MARKETING PLAN 36MBA Cairo University

37. TARGET segmentation
1- Nimalox target segmentation consist of men and women
above 12 years old whose work in an office environment
segments which are in colleges ( the teenagers)
2- people how has osteoarthritis
primarydysmenorrhea
in adolescents and adults who has gastric pain or disease as it
has the superior gastrointestinal safety compared to other
NSAIDs
3-people who has acute headache as it has proven benefits in
treatment of acute or short term pain
NIMALOX MARKETING PLAN 37MBA Cairo University

38. Target market
1-pharmacists
2-dentists
3- Orthopedics
NIMALOX MARKETING PLAN 38MBA Cairo University

39. Positioning
Nimalox the faster and powerful NSAIDs for pain and fever ,
as there are several features that differentiate Nimalox from
other NSAIDs ,
1-Nimalox has proven benefits in the treatment of acute
pain , painful osteoarthritis , and primary dysmenorrheal
2- Nimalox is multifactorial mode of action with unique
broad action on inflammatory process
3- Nimalox has superior gastrointestinal safety as compared
to other NSAIDs
NIMALOX MARKETING PLAN 39MBA Cairo University

40. Marketing Mix

41. ProductProduct
Product usage
Acute pain reliever medication
The treatment of dysmenorrheal pain
Anti-inflammatory
Does not affect the stomach
The fast-acting in comparable with other products
Product Design
Attractive design of the pack
Standard specifications Pharmaceuticals
NIMALOX MARKETING PLAN 41MBA Cairo University

42. Pricing
to achieve the following
Attract new customers
gain market share
Penetration price
Competitor pricing Compared with the prices of competitors
NIMALOX MARKETING PLAN 42MBA Cairo University

43. Pricing
Tablets Suppository sachets
nimalox 9LE 6LE 5le
Nilsed 9LE .6 5LE 6LE
Sulid 11LE 8LE N/A
NIMALOX MARKETING PLAN 43MBA Cairo University

44. Promotion
Introduction stage/Gain awareness
Pharmacy campaigns with special offers
Sales promotions
Free medical samples for targeted doctors
Mail advertising
Direct mail doctors
social media
instegram , twitter, facebook, pinterest ,blogs articles, and
google+
NIMALOX MARKETING PLAN 44MBA Cairo University

45. Distribution
Intensive distribution strategy / permanent availability of
Nimalox
Using the distribution agents
Awareness of Doctors
Pharmacies in all Egypt and especially middle-income area
NIMALOX MARKETING PLAN 45MBA Cairo University

46. 4.0- Financials
4.1 Break-Even Analysis
4.2 Sales Forecast
4.3 Expenses Forecast
4.4 Contribution Margin

47. 4.1 - Break-Even Analysis
•The break-even level or break-even point (BEP) represents the sales
amount—in either unit or revenue terms—that is required to cover
total costs (both fixed and variable)
•Profit at break-even is zero
•The purpose of break-even analysis is to provide a rough indicator
of the earnings impact of a marketing activity
MBA Cairo University 47NIMALOX MARKETING PLAN

48. In the Linear Cost-Volume-Profit Analysis model (where
marginal costs and marginal revenues are constant, among
other assumptions), the break-even point (BEP) (in terms of
Unit Sales (X)) can be directly computed in terms of Total
Revenue (TR) and Total Costs (TC) as:
TR = TC
P * X = TFC + V + X
(P * X) – (V * X) = TFC
(P – V) * X = TFC
X = TFC / (P – V)
where:
TFC is Total Fixed Costs,
P is Unit Sale Price, and
V is Unit Variable Cost.
MBA Cairo University 48NIMALOX MARKETING PLAN

49. Break-Even Analysis
Monthly Units Break-Even ,33 000units
Monthly Revenue Break-Even (33,000
units x £ 3 cost per unit(
£,99 000)EGP
pounds(
We have the following financial objectives :
√ To achieve a gross profit margin of £ 2,400,000 before the end of
the financial year.
(100,000 units monthly x 12 months x £ 2 gross profit margin per unit)
√ To increase net profit by 23% each year for the first five years of
operation.
√ To achieve a 19% return on the capital invested by the end of the
first year of operation.
√ To increase the size of operation from £ 100,000 in the first year to
£ 200,000 in the next.MBA Cairo University 49NIMALOX MARKETING PLAN

50. * The first year budget is £ 100,000:
(The production & operations budget is £
37,000 + The marketing budget is £ 63,000)
* The production budget (£ 1.1 per unit) includes:
Material: 0.62 piasters per unit
Labor : 0.27 piasters per unit
Utilities : 0.09 piasters per unit
Others : 0.12 piasters per unit
* The marketing budget (£ 1.9 per unit) includes:
Samples : 0.14 piasters per unit
Brochure : 0.02 piasters per unit
Gimmicks : 0.78 piasters per unit
Internet Advertising : 0.05 piasters per unit
Newspapers Advertising : 0.14 piasters per unit
TV Advertising : 0.61 piasters per unit
Public relations : 0.16 piasters per unitMBA Cairo University 50NIMALOX MARKETING PLAN

51. 4.2 – Sales Forecast
First
FY 2015 FY 2016 FY 2017 FY 2018 FY 2019
Sold Units , ,1 200 000 , ,1 440 000 , ,1 728 000 , ,1 980 000 , ,2 176 000
Total
Revenue
, ,6 000 000 , ,7 200 000 , ,8 640 000 , ,9 900 000 , ,10 880 00
0
Gross Profit
Margin
, ,2 400 000 , ,2 880 000 , ,3 455 000 , ,3 960 000 , ,4 338 000
Actual 2013 Actual 2014
Sold Units ,660 000 ,595 000
Total Revenue , ,3 300 000 , ,2 975 000
Gross Profit Margin , ,1 320 000 , ,1 190 000
Second
MBA Cairo University 51NIMALOX MARKETING PLAN

52. 4.3 - Expenses Forecast
Production & Operations Expenses Budget +Marketing Expenses
Budget
FY 2015 FY 2016 FY 2017 FY 2018 FY 2019
Materials £,15 000 £,16 500 £,17 200 £,18 100 £,19 200
Labor £,27 000 £,32 000 £,37 000 £,42 000 £,45 000
Utilities £,9 000 £,10 000 £,11 000 £,12 000 £,13 000
Samples £,14 000 £,15 200 £,16 240 £,17 600 £,18 150
Brochure £,2 000 £,2 100 £,2 200 £,2 300 £,2 400
Gimmicks £,78 000 £,90 000 £,102 000 £,113 000 £,127 000
Internet Advt. £,5 000 £,5 500 £,6 000 £,6 500 £,7 000
Print Advt. £,14 000 £,15 200 £,16 240 £,17 600 £,18 150
TV Advert. £,61 000 £,72 500 £,82 800 £,96 000 £,104 000
Others £,16 000 £,16 500 £,17 200 £,18 100 £,19 050
MBA Cairo University 52NIMALOX MARKETING PLAN

53. 4.4 - Contribution margin
•Contribution margin, or pounds contribution per unit, is the
selling price per unit minus the variable cost per unit.
•Contribution margin represents the portion of sales revenue that
is not consumed by variable costs and so contributes to the
coverage of fixed costs.
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54. The Unit Contribution Margin (C) is Unit Revenue (Price, P) minus Unit
Variable Cost (V):
C = P – V
The Contribution Margin Ratio is the percentage of Contribution over
Total Revenue, which can be calculated from the unit contribution over
unit price or total contribution over Total Revenue:
MBA Cairo University 54NIMALOX MARKETING PLAN

55. NIMALOX MARKETING PLAN 55MBA Cairo University

56. • controls : the marketing plan is structured to enable
Nimalox to achieve the strategic goals it has set for
itself , in terms of increasing overall revenue as a result
of differentiating Nimalox from the competition . the
marketing team will ensure that the plan is
implemented to the best of its ability and with the
highest levels of efficiency and accuracy .
.
NIMALOX MARKETING PLAN 56MBA Cairo University

57. • implementation : the plan will be altered or
manipulated in order to react with external
changes to the environment .
results will be evaluated by the end of each
quarter at the regular sales review meeting .
NIMALOX MARKETING PLAN 57MBA Cairo University

58. • contingency planning : contingency plan have been made for the
following unexpected developments : -shortage of marketing
budget supply : in this case we will concentrate on investing
doctors trust on nimalox and its superior action with their patients
( concentrate more on sales team )
- the entry into the market of a competitive product :
differentiation would continue to be the strategic approach with
the development of added value and benefits
NIMALOX MARKETING PLAN 58MBA Cairo University

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