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1、,PRODUCT X Marketing Plan Year 2001Prepared by:,Content,Market and Product Overview Key Issues(SWOT-Key Issues)Marketing Objectives(Qualitative&Quantitative)Positioning Statement Key Marketing Strategies(Core MKTg Strategy)Key Tactical Programs(Supportive strategy&Tactical plan)Implementation Timeli
2、ne 5 Year Sales(No this item)Appendix(Backup Excel file),Market&Product Overview,CV Market is valued at US$39.5 million,accounts 4.6%of total pharma.market.(IMS 99 Q2 MAT 5cities)The total CV market is estimated to be US$141 million in 1998 in China The CV market in China is continually growing with
3、 double digital growth,20.45%,faster than that of total pharmaceutical market(13.56%)Extremely crowd and intensive competition in the CV market CCB and ACEI are two major classes in CV market,with 45%and 39%value share respectively ARB as emerging new class shows strongest growth(999%)PRODUCT X surp
4、assed Capoten to be the No.1 CV brand since 98 Q1 Anticipated 15-20%future market growth,tempered by health reformation,new RDL system and cost sensitivities,Sources:IMS 99 Q2 MAT 5 cities,Cardiovascular Market,Market&Product Overview,High prevalence of hypertension in China:11.8%;estimated 90 milli
5、on HTN patientsSignificantly under diagnosis and under treatmentHigh mortality and disable rateStroke is the most common complication:-1 million new stroke patients/year-Disable patients after stroke:6 million The incidence of CHD in China is lower than western countries,but increases as wellHigh in
6、cidence of HTN patients combined with type 2 diabetes(60%),Sources:1.1991 China HTN Survey 2.ISIS report:Diabetes in China;Jan.1998,Hypertension and Related CV Diseases,Market&Product Overview,Significantly under diagnosed and under treatment-Low awareness rate:35.6%-Low Treatment Rate:17.1%-Low Eff
7、ective Control Rate:only 4.1%in urban Poor complianceThere are many confusions among physicians and HTN patients,regarding:-Who needs therapy-What is diagnosis standard for hypertension-What is treatment target levelCCB and ACEI are two major leading classes of agentsARB is the emerging new class wi
8、th favorable safety profile comparing with ACEI,Sources:1991 China HTN Survey,IMS 99 Q2 MAT 5 cities,Antihypertensive Therapy,Market&Product Overview,WHO Desired Action3 Tiers Opinion Leaders Influence RDL/UsageTarget physicians:Prescription habits-Cardiologists,Gerontologists,Diabetologists,Nephrol
9、ogists,Neurologists CTM,Internists,GPs,PharmacistsHypertension Patients:-PRODUCT X users Brand loyalty&compliance-other JV competitive brands users Switch to PRODUCT XOfficials(RDL,MOH,BOH)Support RDL Listing/HTN DayMedical and Public Journalists Create brand awarenessPPL PSRs Keep focus&enthusiasm,
10、Target Customers,Market&Product Overview,Very strong growth among CV brands:94.6(IMS 99 Q2 MAT 5-city)Ranked No.2 in CCB.Key marketing strategies and tactics:Focus on secondary cities Promotion the series results of HOT study i.e.international incentive trip and seeding trials.FF focus Key messagesH
11、OT study:aggressive BP control with CCB;CCB in diabetes;CCB and kidney protection.Lower daily cost with same efficacy and safety as PRODUCT X,Major Competitor:Plendil(Astra-Zeneca）,Market&Product Overview,Strong growth among CV brands:999%(IMS 99 Q2 MAT 5-city)Ranked No.3 in CCB;No.5 in CVKey market
12、ing strategies and tactics:-Direct comparison with PRODUCT X in terms of safety and efficacy-Aggressive promotional tactics.-HTN New Era CME:especially targeting secondary cities.-Identical brand image among physicians.-HTN Patients education.Key messages:-The highest T/P ratio among CCBs-Improve QO
13、L of HTN patients comparing with PRODUCT X.,Major Competitor:Adalat GITS(Bayor）,Market&Product Overview,Steady growth among CV brands:20%(IMS 99 Q2 MAT 5-city)Ranked No.1 in ACEI since 99Q2;No.3 in CVKey marketing strategies and tactics:-High promotional voice in academic field-FF focus-HTN Patients
14、 education and HTN day activitiesKey messages-Target organ protection,especially kidney protection.-Benefits for diabetic patients.,Major Competitor:Lotensin(Norvatis）,Market&Product Overview,Sales decrease continuously:-18%(IMS 99Q2 MAT 5-city)Ranked No.2 in ACEI;No.4 in CV overallKey marketing str
15、ategies and tactics:-HTN New Era CME,especially targeting secondary cities.-HTN patients education&Capoten patient clubKey messages:-Evidence-based medicine-Lewis study:reduce microalbuminuria and delay the progress of diabetic nephropathy-CAPPP:reduce mortality/morbidity for MI patinets-UKPDS:reduc
16、e diabetic patients macrovascular events,Major Competitor:Capoten(BMS）,Market&Product Overview,The first ARB in China,launch in July 1998.Strong sales growth:999%(IMS 99 Q2 MAT,5-city)Key marketing strategies and tactics:-High promotional voice among specialists.-Ols development-HTN Patients educati
17、on and PR.Key messages:Same efficacy as ACEI without cough Same efficacy as PRODUCT X when combined with diuretics,fewer side effects Kidney protection,Major Competitors-Cozaar(MSD）,Market&Product Overview,Long acting CCB,once daily provide effective full 24 hour control to HTN&angina Control BP aft
18、er missing a doseExcellent safety profile even in CHF patientsGood tolerability and complianceVersatility No drug interaction,can be combined with all kinds antihypertensives,PRODUCT X Product Profile,Market&Product Overview,PRODUCT X surpassed Capoten becoming the No.1 CV brand since 98Q1;market sh
19、are:20.8%within antihypertensive market;46%in CCB market.PRODUCT X shows continually strong growth since launched in May 1994(99 vs 98:+20%)PRODUCT X to-market sales in 1999 was US$20.4 million and in-market sales estimates to be:US$21.5 million(Units:5,162,085),growth rate:20%and 33%respectively.Mo
20、st of PRODUCT X sales comes from 10 major cities(share:73%),large hospitals and Cardiologists.PPL PSRs promote PRODUCT X and other 3-4 brands,ie.Cefobid,GXL,Zoloft,Viagra.A lot of landmark study results will be published:PREVENT,PRAISE II.PRODUCT X local administrative protection will expire in May
21、2001.,Sources:IMS 99 Q2 MAT 5 cities,PRODUCT X Performance,Market&Product Overview,Super Product Profile:-Convenient once daily dosing-Effective HTN community prevention and control,SWOT Summary:Strengths,Market&Product Overview,Lack of M/M dataLack of data on kidney protection and diabetic patients
22、Relatively higher unit price which is unfavorableSlow actionEdema(10-20%)Administrative protection will expire in May 2001.Internal resources restrictions,especially after 2-3 new brands launch in year 2000.,SWOT Summary:Weakness,Market&Product Overview,Increasing of hypertension patients volume Gre
23、at potential in secondary cities,community hospitals,and non-CV departments.The announce of new treatment guidelines(JNC-VI,WHO-ISH,China),redefining efficacy in BP control.Differentiation through endpoint data evidence and MOA(PREVENT),expand usage to CAD patients.Cooperation with MOH in HTN patien
24、t education and building community healthcare model.Synergy with other products-GXL,Lipitor,Viagra,CXL.,SWOT Summary:Opportunities,Market&Product Overview,Healthcare reformation and increasing cost constrictionContinued intensive competition from CCB,ACEI&ARBs classesThe results of M/M clinical stud
25、ies of ACEIs and ARBsCCB safety controversy,SWOT Summary:Threatens,Market&Product Overview,Physicians attitudes and usage on antihypertensive agents and PRODUCT X define further growth potentials;support off-patent strategyCAD perception and current practices support CAD strategyPatient compliance o
26、n antihypertensive therapy support DTC strategy and tactics,Further marketing research needs,Market segment(IMS):L01C,Taxotere:Market share,Market segment size and evolution,*in market sales,Sales 000rmb,The Market of Taxotere(Fast growing market due to increasing incidence of breast and lung cancer
27、),77.5%,27.8%,14.3%,15.0%,15.0%,12.0%,(RMB),Market in number of patients(Taxotere is the market leader in patients treated with Taxanes since 2000),Market segment(IMS):Taxoids,Aventis product:Market share,Market segment size and evolution,*in market sales,Nb of patientstreated with Taxoids,54%,27%,2
28、1%,14%,CSF 1 Action Plan,Key Issues,Keep focus on PRODUCT X Continues intense competition in CV marketThe patent protection of PRODUCT X will be expired in May 2001Incorrect concept of HTN diagnosis and treatment among physicians and patients Healthcare reform and increasing cost downward pressure,K
29、ey Issues,Keep focus on PRODUCT XPPL PSRs promote 4-5 brands togetherLaunch of three mega brands:Viagra,Lipitor,Celebrex in year 2000 which may dilute focus&resourcesFF lack of regular diseases and product knowledge training and coaching.,Key Issues,Continues intense competition in CV marketAs the m
30、arket leader,PRODUCT X has always been the attack target for all competitorsBMS/Bayer enhance HTN physician education especially in secondary citiesAggressive promotion of“HOPE”result,further support ACEI promotionHeavy investment and flexible promotion tactics for Plendil,consolidated resources aft
31、er Zeneca&Astra mergeConsistent aggressive medical marketing promotion from Cozaar(i.e.“Life net”for HTN and hyperlipidemia patients),Key Issues,The patent protection of PRODUCT X will be expired in May 2001The threaten of losing market share to cheaper local genericsIncreasing price downward pressu
32、re,Key Issues,Incorrect concept of HTN diagnosis and treatment among physicians and patientsConfusion of HTN diagnosis standard and treatment goal among physiciansPatients do not like drug therapyCTM is favorable by patients because of“no side effect”Low treatment compliance,Key Issues,Healthcare re
33、form and increasing cost downward pressurePRODUCT X is unfavored by new RDL policy as JV product;listing is uncertainIncreasing cost pressureCo-paymentPatient empowermentCommunity healthcare becomes more important,Marketing Objectives,Achieve PRODUCT X sales target:RMB 205,690 million;21%growth in y
34、ear 2000Enhance the leading position of Product X in CV market.Market expansion and customer expansionSuccessfully build the DTC model through pilot programs in Beijing and Shanghai by the end of year 2000.,Core Marketing Statement,A marketing strategy statement answers,in a clear,concise way:What i
35、mportant customer need or want am I trying to satisfy?How difficult or even impossible will it be to imitate?,Core Marketing Strategy(1)positioning(b),To establishas a against ACEIs(Capoten and Lotensin)and AIIAs by by,Core Marketing Strategy(1)positioning(b),To establish Productas a.against ACEIs(C
36、apoten and Lotensin)and AIIAs by by,Key selling messages123,Magic stories of the product,1,2,3,Marketing Strategies,Enhance field force training and ensure the enthusiasm to promote PRODUCT XEnhance the leading position of PRODUCT X through strong medical marketing communication and brand differenti
37、ationExpand coverage to secondary cities;small hospital and non-CV departments.Booster disease and PRODUCT X awareness;improve brand loyalty through high value user acquisition;retention and compliance programs(DTC)Develop pharmaco-economic data to support new RDL listing and to defense downward pri
38、ce pressure,Tactics(I),Strategy,Enhance FF training and ensure theenthusiasm topromote PRODUCT X,Tactical Programs,Cost(K RMB),Timing,Develop successful POA,AP1,5,9,Update FF training system and materials,Year round,FF incentive for PRODUCT X best performing PSRs and teams,AP1,Total,Tactics(II),Stra
39、tegy,Enhance FF training and ensure theenthusiasm topromote PRODUCT X,Tactical Programs,Cost(K RMB),Timing,Develop successful POA,AP1,5,9,Update FF training system and materials,Year round,FF incentive for PRODUCT X best performing PSRs and teams,AP1,Total,Tactics(III).,Strategy,Enhance FF training
40、and ensure theenthusiasm topromote PRODUCT X,Tactical Programs,Cost(K RMB),Timing,Develop successful POA,AP1,5,9,Update FF training system and materials,Year round,FF incentive for PRODUCT X best performing PSRs and teams,AP1,Total,Implementation Timeline,Develop successful POA,Update FF training sy
41、stem and materials,FF incentive for PRODUCT X best PSRs and teams,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,PREVENT Campaign:overseas/local speaker tour,CME:Treatment guideline promotion,National and regional 3 tierOLs development,Local congresses sponsor,Medical journal adv.&advertorial,“MRF”CME cooperate wi
42、th AHA&CMA,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,Implementation Timeline(Cont),Develop successful POA,Update FF training system and materials,FF incentive for PRODUCT X best PSRs and teams,X,X,X,X,X,X,X,X,X,X,X,X
43、,X,X,X,X,PREVENT Campaign:overseas/local speaker tour,CME:Treatment guideline promotion,National and regional 3 tierOLs development,Local congresses sponsor,Medical journal adv.&advertorial,“MRF”CME cooperate with AHA&CMA,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,
44、X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,5 Year To-Market Sales,Year 1999Actual,RMB,US$,Year 2000,Year 2001,Year 2002,Year 2003,Year 2001,GR%,000,Appendix,Key Market dataPRODUCT X sales reviewPRODUCT X vs.major competitors(ie:daily cost;share of voice)Major programs:CAD and PREVENT Campaign(p
45、ls refer separate plan)PRODUCT X DTC plan(pls refer separate plan)HTN Guideline CampaignOverseas Lectures toursInternational Congress sponsorshipLocal congress sponsorshipMedical Journal Advertising&advertorialPublic Media advertorialPRODUCT X out-come studyCommunity project,868,827,698,+20.45%,+20.
46、18%,+27.24%,(+13.56%),(+18.47%),Appendix-1:Key Market DataAntihypertensive Market&Trend,(+21.85%),4.55%,Source:IMS 5 cities,99 Q2 MAT,IMS,Appendix-1:Key Market Data Major Antihypertensive Classes,Total CV Market:US$39.5M,Source:IMS 5 cities,99 Q2 MAT,IMS,Appendix-1:Key Market Data Sales Growth by Pr
47、oduct Classes,1997,1998,1999,Source:IMS 5 cities,99 Q2 MAT,IMS,Appendix-1:Key Market Data Leading Antihypertensive Agents,US$000 share%growth%EVAntihypertensives39,499 100.00 20.45 100.001 PRODUCT X PZD8,214 20.80 21.50 93.482 CAPOTEN SSB4,915 12.44-18.46 72.733 LOTENSIN NBJ4,474 11.33 20.11 107.134
48、 PLENDIL ASW4,095 10.37 94.63 149.755 ADALAT BY61,467 3.71,Source:IMS 5 cities,99 Q2 MAT,IMS,Appendix-1:Key Market Data Leading Antihypertensive Agents,21.5%,Source:IMS 5 cities,99 Q2 MAT,IMS,Appendix-2:PRODUCT X Sales ReviewTo-market Sales,Packs(5mgX7),+227%,+77%,+20%,+33%,CIF sales,Appendix-2:PROD
49、UCT X Sales ReviewIn-market Sales,Packs(5mgX7),+34%,+32%,+79%,Appendix-2:PRODUCT X Sales ReviewMonthly In-market Sales(jan-nov 2000),Packs(5mg x 7s),Appendix-2:PRODUCT X Sales ReviewIn-Market Sales by Regions(1999Q1-Q3),Appendix-2:PRODUCT X Sales ReviewTop 10 Cities In-Market Sales(1999Q1-Q3),Append
50、ix-3:PRODUCT X vs Major CompetitorsDaily Cost Comparison,Appendix-3:PRODUCT X vs Major CompetitorsShare of Voice,CompanyFF Size%TimeRep.EquivalentBMS180 40 72Astra200 65 130Norvatis160 70 112Bayer150 50 75MSD 90 50 45Pfizer180 40 72,Appendix-4:Major Programs HTN Guideline Promotion,Objectives:-syste
