managerial policy hypothetical project

Presenter: Gohar Iqbal (5052)

COURSE:

MANAGERIAL POLICYINSTRUCTOR:

SIR ADNAN ANWAR

EXECUTIVE SUMMARY The report provides the evaluation projected position of our brand Infomil.

The plan focuses on the market, market growth, expansion, business growth and value addition by our product.

It contains SWOT along with CPM, Conceptual Mapping, projected financial conditions and investment plans of the business.

We also have strategies of harvesting or exit.

COMPANY OVERVIEW Will be established in 2016 .

Company : Medicore | Product : Infomil

Initially 10 employees will provide services in all of the areas in Karachi.

The Company will be registered in ISO 9001 to maintain the quality standards of services.

Marketing plan will be focused on maximizing the market share and have profit in first year.

Our distributors of pharma market will be M&P which is operating since very long time in Pakistan.

The target market of Infomil comprises of all parents who have infant babies.

We will cover all the major hospitals in the potential areas of Karachi only.

BRAND POSITIONING STATEMENT

“The most advanced and the highest quality premium Swiss Formula, that guarantees Intellectual and Physical Growth which is specially designed to be the best for each infant, provides the most

advanced, physiologic, and complete nutrition profile”

VISION , MISSION , GOALS & OBJECTIVE

Vision “To be among the most trusted Nutritional Companies by offering the latest, advance, evidence based innovative Products of Superior quality.”

Mission“We aim to provide the far best health and medical solutions to the infant health questions. Only those solutions that can be recommended and picked as first choice by the consumer.”

VISION , MISSION , GOALS & OBJECTIVE Goal“To establish Infomil as the highest quality Swiss Formula, that guarantees Intellectual and Physical Growth”.

Objective“To establish Infomil premium formula as the most advanced infant formula from High quality Swiss made nutrition”.

MICRO ENVIRONMENTInternal Environment Our Potential Customers Child pediatricians, gynecologists, General physicians Medical officers in different child wards maternity hospitals.

Our field force will target the top Key opinion leaders of Karachi to promote our brand. They will develop the brand image in the customers that Infomil is the best infant milk formula in the market with reasonable price.

MICRO ENVIRONMENTOur Competitors Nestle Searle Morinaga Bonita Baby Meads Johnson Abbott Nutrition Nutricia

MICRO ENVIRONMENTOur Major Competitors Products Nestle | Nan 1 Meiji Pakistan | Meiji FM-T 3 Morinaga | Morinaga BF1 Nutricia | Cow & Gate 1 Himont Pharmaceuticals | Bonita Baby 1

MAJOR PRODUCTS IN COMPETITION

MARKET SHARE

SEMANTIC DIFFERENTIAL MODEL

Key:• Nan-1 has Blue line.• Meiji has Red line. • Morinaga has Orange

line.• Bonita Baby has Brown

line.

MARKET ANALYSISMarket Analysis The market size of infant milk is 56% (infants aged 0 to 6 months). The market is characterized: Parents who have infant(s) in their homes. Pediatricians, retailers of medical stores and general stores recommending the product.

SWOTStrengths Strong background from pharmaceutical industry since last eight years out of which five years spent in infant milk formula category. Imported Premium quality Swiss formula. Infomil is Medicore’s own brand. High commitment of top management. Strong belief on employee’s development.

SWOTWeaknesses Limited resources in terms of investment. Only 400 grams pack size is available. Low profitability due to new market entry. Weak marketing capabilities due to limited resources. New brand in the market. Limited Human Resource. Small pediatrician’s pool as compare to competitors.

SWOTOpportunities It’s an emerging market and there is a huge potential in the market for new entrants. No registration at Ministry of Health is required at this juncture. Due to past experience of pharmaceutical industry in the field of obstetrics/ gynecology, the penetration of business could be fast. Because of remarkable source of supply of Medicore infant product line extensions can be added as per need. Increasing nutritional awareness both in the physician and the consumers.

SWOTThreats High competitive market. Competition has already developed strong customer loyalty in the market. Increase of milk prices in the world market. Rising Inflation. Currency devaluation. Huge investment of competitors. Entry of new players. Fluctuation in duty policies.

COMPETITIVE ADVANTAGE Price leader; we are offering infant milk powder that is equal in health benefits like Morinaga etc. but low in prices than competitors. Experienced personnel from pharmaceutical industry. Quality formula extracted from various big brands after certain RnD for Infomil. Good relations of our business partner with some of the distributors and known retailers.

UNIQUE SELLING PROPOSITION

We have advanced ingredients in our formula. This will give us edge on our competition. Followings are the ingredients we used in Infomil:Fortified with FOS to boost gut immunity. Advanced vitamin B complex composition to enhance appetite. Supplemented with premium ingredients; Taurine, Choline, Inositol and L-Carnitine which ensure proper brain, vision, muscles and immune growth.

Balanced ratio of calcium & phosphorus, iron & zinc for proper growth.

IFE MATRIX

EFE MATRIX

DIVERSIFICATION STRATEGY We will diversify and expand our product portfolio in several basic and some advance disease care:

Cough and cold syrups and tablets. Anti-pain and anti-burn tubes. Anti-bacterial and septic tablets, soaps. Medicines regarding diabetes control.

MARKETING PLANProduct Made from cows' milk, treated to make it suitable for babies. It contains a mix of two types of proteins – whey and casein. According to the nutritional need of infants we are going to launch a stage 1 product with the name of INFOMIL.

MARKETING PLANPrice Tough competition in this segment but has lots of potential and opportunities for new entrants. As the price is concern we want to minimize our profit and believe to sell the quantity of product. We suggested cost of PKR 510 per tinned after all expenses.

MARKETING PLANMarket Segment Includes infants from 0 to 6 months. Potential Customers are mothers but end user will be infants.

Target Market Initially targeting Karachi’s potential areas like Gulshan-e Iqbal, Defence, Gulistan-e-Johar, Korangi, Landhi, Saddar and North Nazimabad. Most of the big hospitals are located in these areas so it is easy to introduce our brand "Infomil".

PROMOTION STRATEGIES Detail Aid : We plan to give 200 literature to our all Sales promotion officer every month.

Every Sales promotion Officer has to arrange at least 3 Round table discussions (RTDs) / Local Speaker Programs (LSPs) every month with KOLs.

Advertisement: in local magazines or may in this type of other activity in which we find an opportunity.

Giveaways: which will remind our brand name to doctors i.e. table clocks, pens, calendars, tissue boxes with proper branding.

We will select 100 most potential doctors universe to launch our brand.

We suggested PKR 1,000 gift for every doctor ever month up to 6 months.

PROMOTION STRATEGIES Maternity Bags: in which we will distribute maternity bags with branding in top potential nurseries

Every sales promotion officer has to perform 3 OPD sitting activities in a month in their territory to develop relations with KOLs.

Every Sales promotion Officer has to perform at least 3 CRM activities in their respective territory.

FINANCIAL PLAN

SALES BUDGET FOR SALES PROMOTION OFFICERS

Budget 2017 Target in Tins

Total Unit Annual 80,000

Monthly Target of SPO 1,111

Working on 16 top KOLs per SPO 16

Daily per KOL target 2

Daily Sales Target of SPO 37

Daily Sales Target of all SPO 222

Monthly Sales in unit Approx. 6,667

DISTRIBUTION PLAN We chose one of the best distributor of pharmaceutical industry Muller & Phipps.

We will give 8% to 10% margin to M&P as per industry trend. This 8% margin can be little bit up and down.

M&P will cover all the potential areas of Karachi where our sales promotion officers are based.

Our sales promotion officers will based in different areas of Karachi like Gulshan-e Iqbal, Defence, Gulistan-e-Johar, Korangi, Landhi, Saddar and North Nazimabad. These are the most potential areas of Karachi.

DISTRIBUTION PLAN As per the agreement we will confine M&P to pick goods from our warehouse to cut down transportation cost.

15 days credit will be allow to M&P after goods received.

Discounts will be given as per company polices.

In case of urgent demand of product in any territory related to field force, M&P will manage the supply according to demand in same day.

HUMAN RESOURCE PLAN

HR DEPARTMENT Human Resource Department One partner (Mr. Gohar Iqbal) will be the HR Head. He will be responsible in creating whole HR structure and policies and procedures with collaboration with other partners. To run the operation smoothly one HR Executive will be hire to assist Mr. Gohar to run all operation smoothly. HR officers will have 0-2 years’ experience at any pharmaceuticals firm in HR department.

FINANCE DEPARTMENT Finance Head will be hired from outside the company. He or she should have 5 to 6 years of experience to manage the finance with limited resources. He will responsible for smooth payroll process or other activities related to cash in different departments. He will be experienced to manage company bank account tax filing processes. One Finance Executive will be hire to assist Finance Head in day to day activities and will have 0-2 years’ experience at any firm in Finance department

SALES AND MARKETING DEPARTMENT

Our partner (Mr. Zia-ur-Rehman) will look after the Sales and Marketing department. He is responsible for analyzing/decision making and creating policies and procedure of marketing and sales. He has more than 8 years of experience in infant milk sales and marketing. Mr. Zia-ur-Rehman will manage the field force of 6 persons which will be locate in different territories of Karachi SPO will be hired from pharmaceutical industry having at least 2 years of infant milk sales experience. Their task is to create brand image in the eyes and mind of Doctors, pediatricians, physicians.

DISTRIBUTION DEPARTMENT Distribution department will be look after by (Ms. Kainat Yousaf). She will manage day to day activities related to Muller & Phipps i.e. Product availability in market, control shortages, discounts on retailers etc. One Supply chain Executive will be hire to assist Ms. Kainat in day to day activities and will have 0-2 years’ experience at any firm in Supply chain department

COMPENSATION AND BENEFITS

200 liters patrol and Rs. 2500 mobile allowance with salary ranging from 80-1K will be for finance Head.

250 daily allowance and Rs. 500 mobile allowance with salary ranging from 20K-30K will be of SPOs.

HR STRATEGIES In 2017 we will hire 10 professional in different departments i.e. Sales, Marketing, HR and finance. In 2018 we will extend our field force outside the Karachi. We will add 8 more sales person in 2018 We may add one senior position in our portfolio which will be National Sales Manager

IMPORT PLAN AND SOURCE

IMPORT PLAN AND SOURCE

FINANCIAL PLAN

THANK YOU