team1

A Strategic Business Plan for the NEW CML Drug: Pluto®

Presented By

Team 1Dina Younan

MostafaFarah Attia

MonicaAlyaa Abdel

Haleem

Executive Summary SWOT Mission and Objectives Strategy Formulation Strategy Implementation

Executive Summary

Incidence of CML 0.002%

20% Resistance/Intolerance to 1st line treatment

Pluto®

is indicated for this unmet need

Resistant/Intolerant


Executive Summary

Market Size 20% of 1600pt

Market Distribution: 1 competitor

Targeted Market Share 65% (Year 1)

Targeted Sales ~3.5-4 millions (Year 1)

Expected Market growth rate/year 2%

Total sales/ First 5 years ~20 millions


Executive Summary

How ?

Concentrated Strategy

Positioning the Product

Promotional Activity (Personal selling,

Advertising, Public Relations)

Monitoring ?Phase IV or clinical trials

Sales Tracking

Market Share Tracking

SWOT AnalysisMostafa


SWOT Analysis

1-Resistnat / Intolerant2-Rapid 3.Safe4-Efficacy 5-No cross intolerance 6-Brand / original

1-Price.

2-New drug (first launch)

3- 2 times daily.

1-FDA & EMEA approved 2-Brand3-Strong Relations with MOH.4-Lower price vs. competitor5- limited players .6-Unmet need .

1-Competitors Dasatinib (nearly launched).

S W

O T


SWOT Conclusion

“To focus on our strengths to outweigh our competitor (Dastanib) in the 2nd line

therapy of CML”

Mission and Strategic ObjectivesFarah Attia


Mission

Control

Prevent

Cure

Mortality

Quality of Life


Mission

Shareholder Return


Strategic Objectives

Quantitative

145-188 target patients

65% Market Share

Ranking: Number 1

ROI: 5.1 million

Quanlitative

Brand image: TEAR the disease

Customer Satisfaction 90%

Customer Retention 95%

RATIONALE !!

Strategy FormulationMonica Wassim


Values to different Prespectives:

Patient• Improve signs & symptoms• Overcome resistance • Improve quality of life• Tolerable, no cross tolerance

Prescribing Physician• Patient’s trust• Improve your patients quality of life

Health Insurance/Government• Mortality Rate• Country’s productivity• U Unemployment costs


Concentrated Strategy

• Concentrating the firm’s effort only on 1 market segment: – Chain pharmacies + hospitals.

• 1 Marketing mix. ( 4 Ps )


Marketing Mix

Product-Effective

-Oral - 2nd line ttt

Place- Hospital & Chain

Pharmacies-Hematologists &

Oncologists-Centers & Private clinics

Promotion- Brochures

-Gifts & detailing aids-RTDs

-Abroad Meeting

Pricing- 1500 per month

Strategy ImplementationAlyaa Abdel Haleem


Strategy Implementation: Costs

Field Force

Phase IVPromotion

1 District Manager

3 Medical Representatives

Abroad Meetings (Mirac®)

RTDs

Brochures and Gifts

First two yearsPrescriptions

Monitoring and Evaluation


Strategy Implementation: Sales

Year 1 Year 2 Year 3 Year 4 Year 50.6

0.62

0.64

0.66

0.68

0.7

0.72

0.74

0.76

65%

75%

Market Share


NB and ROI

1 2 3 4 50

500000

1000000

1500000

2000000

2500000

3000000

3500000

4000000

4500000

5000000

SalesCosts

Years

Net Benefit ~17.6 millionsROI~ 5.1 millions


Monitoring Performance

Post-Marketing Surveillance

Product Distribution and Personnel Performance

KPI: Market Share Tracking

KPI: Sales Tracking

Product Marketing Performance

Pluto®

Not just a planet!

Thank You

team1

Health & Medicine