Ace Proxyvon gelSmooth pain reliever

Present Scenario

1.9 cr (-8%)

4.7 lakhs Units (-9%)

131 pmpm (yield 5.3K)

NRV Rs 40/- per unit

Mission requirements

10 cr (426%)

25 lakh (430%)

694 pmpm (430%)

NRV Rs. 40/- per unit

AN APPARENT UPHILL TASK

Team training

Strategy

Brand personality development

Emotional & Scientific promotion

Tactics

Price revision

Retail campaign

Robust Incentives

NEED OF THE HOUR

Need

Training

Online Learning & development

Ace Proxyvon gel “USP” modules

Retailing techniques & display

Incentive calculation & projections

Dr & Chemist list freezing (25-30)

Retailing drive & Training

Periodic, objective oriented dynamic & simple modules to be designed and executed with line managers & training department.

Training

Training

PAIN RELIEF

“Cliché”

An opportunity to differentiate

Doctors:- Emotional & Scientific

People :- Enthusiasm & Excitement

Distribution:- Collaborations

Strategy

Almost everyone aspires to control & change things around. However,

Doctors are entrusted to do so and they not only can change patient’s

life but also of the people associated with them. This emotion can be

vital for generating emotional appeal & attachments with the brand.

The objective is to encourage the Doctors to change prescriptions to

APG from other brands.

Emotional Approach

“Humans are emotional creatures as well as thinking ones”

Greek rhetoricians

Theme

“Changing Peoples Life”

•Print inputs:-

Theme based communication highlighting human emotions associated

with pain and the power of prescription on not only the patient’s life

but also their associates

•Promotional inputs:-

Theme based inputs harping on “change”

and periodically appealing to change their

prescriptions to APG.

•Scientific inputs:-

Technology based product information

dissemination to build brand trust.

Print inputs to compliment & support the theme inputs with special day campaigns. Ethical scientific to augment promotion.

TACTICSTactics

&

Strategy

Price Revision

Ace Proxyvon Gel Mat Nov 14 Unit Mat Nov 14 NRV MRP

Value 19000000 471517 40.30 55.00

1st rev @ 10% (2014-15) 20900000 471517 44.33 60.50

2nd rev @ 10% (2015-16) 22990000 471517 48.76 66.55

Gain 3990000 0 8.46 11.55

Tactical Price Revision

Price revision No Change Revised Change Efficiency

No Chng 100000000 100000000

NRV 40.30 48.76 120.99% 20.99%

Units 2481390 2050861 82.65% -17.35%

Per Month 206782 170905 82.65% -17.35%

PMPM 689 570 82.65% -17.35%

IMPACT

40 LAKH INCREMENT

IMPACT

17% reduction of PMPM

Tactics

&

Strategy

“Volini”

Showcases at 500+ per month at the retailers

Tactics

&

Strategy

•Show casing fees of Rs. 400/- pm

•2 exclusive Chemist to be selected

•Retail show casing beside “Volini”

•Sales commitment of 150-200 units pm

•Expected business increment 6-8 crores

•Zonal Top 10 retailer contest Rs.1000 gift vouchers

NRV 48.76 48.76 48.76

Med Reps 300 300 300

Line Managers 100 50 50

Showcase Cost 500 350 250

Commitment Mandate 500 200 150

Retailers per person 2 2 2

Total Retailers 800 700 700

Yearly Cost* 48 29 21

Annual Business Value* 2340 819 614

Sales To Exp 2.05% 3.59% 3.42%

Retailing Plan

Tactics

&

Strategy

Creating

“Win-win situations”Tactics

&

Strategy

Objective

Make Ace Proxyvon gel 10 Cr

Ensure productivity of 700 units

Implementing retailing campaign

Strategy

Cash, kind & rewards

Involve the entire sales team

Zonal, Sales team & Retailer contest

Creating

“Win-win situations”

Tactics

&

Strategy

RETAILER

Showcase Payout 6 lakh quarterly

Zonal Top 10 Rs. 1000 gift voucher*

FIELD FORCE

Quarterly Rs. 1500 Gift vouchers for 1500 APG

Yearly bonus Rs. 2000 (APG average 500)

Simply Thailand trip for top 3 performers

ZONAL CONTEST

Quarterly “Ace Rolling trophy” for the best zone

Zonal top Performer celebrations

Zonal Top 10 Rs. 1000 gift voucher*

RETAILING

Tactics

&

Strategy

Quarterly Gift vouchers

Field force to register on Web site

Decides the performance linked Gifts.

Winners receives order codes of the gifts

Regular up-dates through SMS & E-mails

Incentive Vouchers

Applicable for FF & Retailers

Tactics

&

Strategy

Top 2 National champions would visit Thailand

Included:-

Flights, Stay in Standard Hotels as per itinerary, Breakfast and

Lunch Included as per itinerary, Sightseeing and Transfers as

per itinerary, Two Complimentary Dinners, one at Bangkok and

one at Pattaya.

Tactics

&

Strategy

FINANCIALS

Sl.No: Financials Heads Q1 Q2 Q3 Q4 Budget Remarks

1 Retail Campaign National 6.00 6.00 6.00 6.00 24.00 Retail Show case cost

2 manager's Contest Zonal 0.05 0.05 0.05 0.05 0.20 Gift Voucher Face Value 1000 top 5

3 Best Retailers trophy Zonal 0.20 0.20 0.20 0.20 0.80 Rolling trophy

4 Zonal Innitiatives Zonal 0.15 0.15 0.15 0.15 0.60 Zonal activites

5 Avg 500 unit Sales National 0.50 1.00 1.50 2.00 5.00 Gift Voucher Face Value 1000 All MR

6 FF Zonal Best Zonal 0.15 0.15 0.15 0.15 0.60 Zonal Best Top 5 & Or team Frolics

7 Overall avg 1000 sales National 0.00 0.00 0.00 7.50 7.50 Over all achievement

8 Simply Thailand National 0.00 0.00 0.00 2.00 2.00 Top 3 performers

9 Print National 1.50 1.00 1.00 0.50 4.00

10 Promotional Inputs National 1.50 1.50 1.00 0.50 4.50

Total 10.05 10.05 10.05 19.05 49.20

Expence Split % 20.43% 20.43% 20.43% 38.72%

Target 1000.00 204.27 204.27 204.27 387.20 *Note Al l Va lues in Lakhs

Expence to Sales % Target 1.01% 4.92% 4.92% 9.33% Samples & Bonus not acounted

Expence to Sales % Progression 4.92% 4.92% 4.92% 4.92%

FINANCIALS

Mission 10 crore is achievable at a expense percent of 4.92%

Prepared by

Suvankar Pal

Jan 2015

Thank You