BIOLOGY: Marketing Campaign of a Calcium Tablet
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This document presents a marketing plan for a new calcium and vitamin D supplement called P-Cal D-Ultra produced by Panacea Pharma. It analyzes the pharmaceutical industry and calcium deficiency in Bangladesh. The plan targets doctors and medical professionals and proposes a price of 6 taka per tablet. Promotional strategies include advertising to doctors, sponsoring events, and online marketing. Financial forecasts predict increasing sales and market share over 5 years. The plan addresses competition and risks from other companies and lack of public awareness.
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BIOLOGY: Marketing Campaign of a Calcium Tablet
- 1. GROUP 3 ANHER LAMIS | RH-20 TASFIA MEHREEN JALIL | RH-21 NADIA AFROZE DISHA | RH-22 MAHEE DURDANA | RH-28 SOFIA AKTER | RH-31 MESBAHTUN RAHMAN | RH-48
- 2. PREPARED FOR MR. MD. FARHAN IMTIAZ LECTURER, IBA, DU
- 3. PANACEA PHARMA PRESENTS P-CAL D-ULTRA A COMPREHENSIVE MARKETINGPLAN
- 4. CONTENTS
- 6. A LEADING PHARMACEU TICAL COMPANY FOUNDED IN 1964 FOUNDE R MR. SIRAJUL ISLAM OUR MOTTO “CURE FOR ALL” PANACEA PHARMA 1
- 7. ONE OF THE MOST DEVELOPED HI-TECH SECTORS IN BANGLADESH TOTAL COMPANIES 231 MARKET SIZE BDT 76,500 M LOCAL COMPANIES 94% IMPORTED 6% PHARMACEUTICAL INDUSTRY ANALYSIS 2
- 8. PESTLE UNSTABL E POLITICA L SITUATIO N DELAYED IMPORT OF RAW MATERIAL ENVIRONMENT AL POLICY LEGAL POLICIES PROMULGATION OF DRUG CONTROL ORDINANCE- 1982 ECONOMIC BREAKDOW N SOCIAL AWARENES S LACK OF CONCERN TECHNOLOGI CAL DEVELOPMEN T LOWER SALES VOLUME HYGIENIC WORK PLACE DEVELOPED OPERATION SYSTEM
- 11. IN BANGLADESH, 2 IN 3 WOMEN & 1 IN 5 MEN SUFFER FROM CALCIUM DEFICIENCY
- 12. 100% ARE YOU AWARE OF THE FACT THAT CALCIUM DEFICIENCY CAUSES BRITTLE BONES? Y… 46. 70% 53. 30% DO YOU HAVE ANY PROBLEMS IN YOUR BONES? YES NO 30 %70 % DO YOU TAKE ANY CALCIUM SUPPLEMENTS? YES NO SURVEY
- 13. CALCIUM DEFICIENCY BANGLADESH LACK OF KNOWLED GE ABOUT CALCIUM AND VITAMIN D OVERPOPULATI ON POVERTY INSUFFICIENT HEALTH CARE SYSTEM POOR INTAKE OF DAIRY PRODUCT S
- 15. P-CAL D-ULTRA CALCIUM 500 mg AND VITAMIN D3 400 IU
- 17. 1 TABLET TWICE DAILY PREFERABLY WITH OR JUST AFTER MEALS DOSAGE AND ADMINISTRATION
- 18. MILD HYPERCALCEMIA WITH ANOREXIA, NAUSEA, VOMITING CONSTIPATION HEADACHE METALLIC TASTE WEAKNESS WEIGHT LOSS SIDE-EFFECTS
- 20. MARKETING MIX 6
- 21. POSITIONING 500 mg OF CALCIUM AND 400 IU OF VITAMIN D PER TABLET
- 22. PRODUCT P-CAL D-ULTRA A PRESCRIBED MEDICINE FOR TREATING CALCIUM DEFICIENCY
- 23. PRICE RAW MATERIAL IMPORT FROM GERMANY, INDIA AND CHINA 6 TK PER TABLET AFFORDABLE TO ALL SOCIAL CLASSES
- 26. PUBLIC RELATIONS NEWSPAPER ARTICLES AWARENESS CAMPAIGN SPONSORING EVENTS TV GAME SHOW BROCHURE
- 29. PACKAGING PLASTIC CONTAINER- 30 TABLETS FILM STRIP- 10 TABLETS
- 31. PHYSICAL EVIDENCE THE EFFECTS OF P-CAL D- ULTRA
- 32. PLANET SOCIAL DIMENSION OF MARKETING- RECYCLABLE PACKAGING MATERIAL
- 33. STRENGTH S UNIQUE BENEFITS SUPERIOR SOLUBILITY BETTER BONE PROTECTION WEAKNESSES LOW COVERAGE OF DOCTOR WISE PRODUCT SELECTION FOR BRAND PROMOTION. OPPORTUNITI ES INCREASING VITAMIN D DEFICIENCY PATIENTS THREATS EXISTING PRODUCTS SWOT ANALYSIS 7
- 35. SPECIALTY TARGETED NO. OF DOCTORS CONVERSION RATE % TOTAL RX BER TARGETED P/D TOTAL RX/MONTH VALUE/ RX VALUE SALES GENERAL PHYSICIANS 4415 25 1103.75 3 3311.25 180 596025 GYNECOLOGIST 1500 25 375 3 1125 180 202500 ORTHOPEDICS 500 25 125 2 250 180 45000 MEDICINE PRACTITIONER 1500 25 375 2 750 180 135000 ENDOCRINOLOGISTS 220 25 55 1 55 180 9900 CARDIOLOGISTS 525 25 131.25 1 131.25 180 23625 TOTAL 1012050 SALES OBJECTIVES
- 36. BRAND MOLECULE COMPANY PACK SIZE STRENGTH PRICE PER UNIT DAILY DOSE DAILY COST OSTOCAL DX CALCIUM 500 mg & VITAMIN D 400 IU SK+F 5x6 500 MG & 400 IU 8.0 TK TWICE 16.0 TK STARCAL D FORTE CALCIUM 500 mg & VITAMIN D 400 IU NIPRO JMI 3x10 500 MG & 400 IU 8.0 TK TWICE 16.0 TK NOVACAL-DX CALCIUM 500 mg & VITAMIN D 400 IU NOVELTA BESTWAY N/A 500 MG & 400 IU N/A N/A N/A OSCAL-D FORTE CALCIUM 500 mg & VITAMIN D 400 IU UNIMED & UNIHEALTH 1x30’ S 500 MG & 400 IU 5.0 TK TWICE 10.0 TK COMPETITIVE PRICING
- 37. OUR PROPOSAL STRENGTH PACK MRP/IP VAT TOTAL PRICE CALCIUM 500 mg & VITAMIN D 400 IU 1x30’s 6.0 TK/UNIT 180 TK
- 38. PRODUCT SALES DATA YEAR 1 tk YEAR 2 tk YEAR 3 tk YEAR 4 tk YEAR 5 tk UNIT PRICES 2,200.00 2,200.00 2,200.00 2,000.00 2,200.00 UNIT COSTS 1,600.00 1,680.00 1,764.00 1,852.20 1,944.81 FIXED COSTS 10,000,000.00 10,300,000.00 10,609,000.00 10,927,270.00 11,255,088.10 MARKET SIZE 450,000,000.00 468,000,000.00 486,720,000.00 506,188,800.00 526,436,352.00 P-CAL D-ULTRA: PRODUCT SALES AND PROFIT FORECASTING MODEL SCENARIO: BASED ON TARGET OPERATING INCOME UNIT SALES 300.00 4,802.34 24,011.69 36,017.54 48,023.39 DOLLAR SALES 660,000.00 10,565,145.12 52,825,725.58 79,238,588.37 105,651,451.15 OPERATING INCOME (9,820,000.00) (7,802,783.88) (139,901.66) 1, 599,630.47 1,000,000.00 MARKET SHARE 0.15% 2.26% 10.85% 15.65% 20.07%
- 39. IMPLEMENTATION PLAN EVENTS 2016 2017 2018 2019 2020 DOCTORS’ AWARENESS CAMPAIGN OFFICE SUPPLIES WEBSITE JOURNALS EVENT SPONSOR TV GAME SHOW SPONSOR
- 40. INVENTORS’ DILEMMA COMPETITION FROM RIVAL COMPANIES LACK OF CONCERN AMONG COMMON PEOPLE RISK ANALYSIS
- 41. TAKEAWAYS CALCIUM DEFICIENCY IS A GREAT PROBLEM IN BANGLADESH P-CAL D-ULTRA INCREASES BONE DENSITY PHARMACEUTICAL INDUSTRY IS HIGHLY COMPETITIVE ONLY DOCTORS AND MEDICAL PROFESSIONALS ARE TARGETED RAW MATERIALS ARE IMPORTED FROM GLOBAL MARKET THE PRICE PER TABLE IS BDT 6.00/UNIT MOSTLY BTL PROMOTIONAL APPROACH IS FOLLOWED PANACEA PHARMA CARES ABOUT EVERYONE
- 42. THANK YOU
- 43. ANY QUESTIONS?