Date post: | 14-Jul-2015 |
Category: |
Marketing |
Upload: | suvankar-pal |
View: | 84 times |
Download: | 1 times |
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
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
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.
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
•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
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
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%