Pharmasim Strategic plan Group KISS Members Zhuobin Chen

Pharmasim Strategic plan Group: KISS Members: Zhuobin Chen, Jiajia Cai, Young Pei Lee Xiaoying Ma, Zhen Yang, Wei Wang Nov. 1 st, 2010

Agenda v. Pharma. Sim Case (5 Cs) v. Place/Channel Motivation Assignment v. Product Cannibalization v. Pricing/Margin v. Promotion – Buyer Behavior Assignment v. Marketing Plan v. Overall Retail Brand CBBE

Pharma. Sim Case Preparation Company: Allround is a 4 -hour multisymptom liquid manufacturer with unique products and high market share. ü Goals: find new opportunities & maintain market leadership ü Strengths: Increase budget, high brand awareness, market leader, unique product ü Weaknesses: Low retention ratio; low market share in other categories, relatively high price, placement in shelf space.

Pharma. Sim Case Preparation � Customers recognize Allround most, yet they have some negative image toward Allround. üNegative attitude toward product’s alcohol ingredient. üCapsule is more convenient than liquid. üThere is a second highest demand on cough category. üPreference on new brands and brands that fill very specific needs.

Pharma. Sim Case Preparation Competitors are entering multi-symptom markets. B&B health care, Curall Pharmaceuticals, Discol Corporation and Ethik Incorporated. üCompetitors’ Move: Enter the cold market and compete with us. üOur reactions: Product ingredients improvement Increase sales forces help Support from retailers Promotion program

Pharma. Sim Case Preparation � Collaborators: ü Direct channels & Indirect channels ü Promotional allowance, product turnover, sales force support, co- op advertising allowances, discount volume • Context: üTechnology development üInflation üPublic’s increasing concern about their health issues. üGreat needs in the OTC cold remedy market.

Channel OTC Cold Remedies Name of Outlet Describe Typical of customer Drug Stores Approx. % of Store Dedicated to Product category Pharmacist Present? Approximat e Number of brand carried 2. 5% 1% Yes 17 Yes 20 Yes 15 Traditional customer, Professionals, Baby-boomers. Grocery Stores Mass Merchandisers Fashionista, Quality pursuers, Female customer. Brand aspirationals; Price-sensitive affluent; Value-price shoppers.

Channel Brand ZICAM Drug Stores Grocery Stores Mass Merchandisers # of SKUs for brand 5*10 13/13/13/6/7/2/2 7/10/4/3 Approximate linear feet of O whole shelf floor shelf space dedicated to 6 feet brand Part of one shelf floor 4 feet A small portions of one shelf floor 2 feet MSRP of primary SKU (if available) N/A N/A Standard retail price $ 12. 49 $ 9. 89 $ 8. 96 Promotion price $ 8. 99 $ 9. 89 $ 8. 96 N/A Describe any promotion As advertised (Sale) vehicles (Pops, coupons, etc. )

Channel---an important factor influcing sales and influenced by retailer v ü ü ü Importance of shelf space 70% of all purchase decisions are made in-store Eye-level shelf space Comparison with nearby products Gain shelf space The volume of sales The profit margin for retailers The competitiveness relation with retailers’ private label products ü Uniqueness of the new brand (New niche) v ü ü ü Channel Motivation Customer demands & Profit margin Less direct competitiveness relations with the own private label ü Good relationship with retailers and manufactures v ü ü

Product Cannibalization---products differentiation helps to reduce product cannibalization Cannibalization refers to a reduction in sales volume, sales revenue, or market share of one product as a result of the introduction of a new product by the same producer (From Wikipedia). Line extension choices we have : � 4 -hour cold liquid for children; � 12 -hour multi-symptom capsule; � 4 hour cough liquid; WHY? ? ? Ø Most different; Ø Current: 4 -hour multi-symptom liquid---emphasizing multi-symptom reliever function with no ingredients for cough Ø New line: Cough liquid----COUGH!

Product Cannibalization Benefits from core product �Different product, same brand----Allround; �The highest brand awareness help new products to be recognized quickly and trusted by consumers.

Product Cannibalization Options to minimize � Always emphasize two products different function to help shape consumer’s insight about products performance and imagery; � Encourage consumer trials by cross selling two products together to make consumers feel different about these two products.

Pricing---Margin Allround’s Average Retail Price by Channel Competitive price at Grocery store $6. 00 $5. 00 $4. 00 $3. 00 Retail Price $2. 00 $1. 00 ch er nc e M as s M ie on ve n C G n ha i C ro ce g D ru ru g D de p In ry $0. 00

We make an assumption that Allrounds usually offer <2500+ units of volume in grocery store which resulted in the biggest volume discount 48. 6% in Grocery stores. This advantage will contribute to Allrounds ‘retail sales significantly.

Pricing Conclusion: Allround ‘s the most important channel: Grocery store Grocery’s sales increase significantly

The Role of MSRP Our retail price will be positioned according to MSRP

MSRP-MSRP*15%~40%(volume discount) Manufacturer's Suggested Retail Price Retail price

Impact on Distributor • Increase $1 MSRP Volume Discount • Assumption the same volume discount • Higher Retail Price Units of Volume • Low units of volume • <250 • <2500 Distribution channel

Competition Manufactur e Sales Promotiona l Allowance Costs of Goods Sold Gross Margi n

Gross Margin: 190. 8 500 450 Gross Margin: 225. 3 Gross Margin: 204. 1 Gross Margin: 271. 8 400 350 300 Manufacture Sales 250 Costs of Goods Sold 200 Promotional Allowance 150 100 50 0 Allstar B&B Curall Ethik

Although 18% (or $74. 9 M)’s promotional allowance contribute to the sales, the comparably high Cost of Goods Sold lead to unsatisfactory gross margin which requires the company lower the costs in the future strategy.

Promotion – Buyer Behavior Information Collection

Problem Recognition---symptoms felt by consumers How does the consumer realize that he/she needs an OTC cold remedy When I cannot breathe When I When a cold cannot lasts longer breathe.

Information Research---actively searched information from many ways How does the consumer gather information about potential solutions? Scanning the When I shelf in the drug cannot store and my own breathe. past experience When I cannot Friends and family breathe.

Evaluation of Alternatives---based on effectiveness How does the consumer evaluate alternative solutions? What are his/her decision criteria? The more potent When I product are sold cannot behind the breathe. counter Safety and When I scientific cannot evidence of breathe. effectiveness

Product Choice---final decision made after reviewing medicine’s ingredients and function What brand was actually chosen, and why did he/she choose it? When I Sudafed with cannot Ephedrine breathe. When I Private label cannot or generic breathe. brands

Post-Purchase Evaluation---affect their later choice How satisfied was the consumer with the brand chosen? Will his/her satisfaction change the purchase process for the next purch When I Very cannot satisfied breathe. with Sudafed When I Cold medicines cannot do not always breathe. seem to work very well

Promotion – Buyer Behavior Observations of Purchase

Observations of Purchase How much effort does the individual put into purchasing OTC products? üBase on their symptoms to choose the products. üFind and compare the price of OTC products in the stores. üConsider the safety and side effect of OTC products. üReferrals from customers and pharmaceutists in the stores

Observations of Purchase Who else influences the decision? üFriends üFamily üRelatives üPharmaceutists üDoctors üSpokesman üAdvertising

Observations of Purchase Does the consumer purchase for himself/herself or for someone else? As for the first two questions, consumers not only purchase OCT products for themselves, but also for others, such as friends, families, or relatives. Consumers highly rely on their habitual brands or someone’s suggestions to select the OTC products. When purchasing the product for others, consumers will purchase it according to others’ needs.

Promotion – Buyer Behavior Assignment Buyer Behavior Link to Promotional Plan

Advertising Message: üFunctionality and safety of a product. üLess price-sensitive üIn-store information üWord of mouth Point of Purchase Display: Shelf space is important. Coupons: No information

Pharma. Sim Marketing Plan 5 Cs Company Customer Competitor Collaborator Goals: new market and current competitive market Measures to determine direction: customer feedbacks, market reports. Strength: multi-functionality, high effectiveness and high brand awareness and market share. Weakness: solo dosage form, low retention rate, no specific target area Underlying needs: quality, functionality, safety and effectiveness of the products. Benefits: relieve from illness earlier and safer Current trends: Great needs in the OTC cold remedy market. Consumers have negative attitude toward alcohol in the drug formulation. capsule is more convenient than liquid form primary competitors : B&B health care, Curall Pharmaceuticals, Discol Corporation and Ethik Incorporated. Their moves: following after us entering cold remedy market, which is the fastest growth market Our reactions: reformulation, line extension, sales force changes and adjustment on pricing and promotion strategies. Direct channels: including Independent drugstores, chain drugstores, grocery stores, convenience stores, mass merchandisers Indirect channels: wholesalers, merchandisers and detailers Ways to motivate them: promotional allowance, discount, sales force and etc. Technology development, inflation rate and public knowledge and perception transition.

Pharma. Sim Marketing Plan STP There a lot of segments for selection in Pharma. Sim. Cold, cough, Segmentation allergy and multi-symptom in the form of liquid and capsule for adults and children. Targeting We are targeting at adult multi-symptom area and we are trying to target at adult cold area. Hopefully, cough in the long run. Positioning Value proposition: be high quality, highly effective, absolute safe and relatively cheaper price. Pricing strategy: Market leader, prevent new entry Advertising strategy: stressing on new functions of the products and its effectiveness. Channel partner: In-store setting and shelf allocation by channel partner make it easier for customers to have in store shopping decisions

Pharma. Sim Marketing Plan 4 Ps Channels/ Pricing Assumption: Period 2 decisions Margin structure: Costs of goods, Retail margin, promotional allowance One dollar increase on MSRP: $0. 62 <250 $0. 54 250~2500 $0. 51 >2500 $0. 49 Wholesalers line extension: 4 hour cough liquid The new line will definitely benefit a lot from current core product because of its high brand awareness in cold remedy area Cannibalizat Two Options: 1. always emphasizing different functions between two ions brands 2. encourage consumer trials by cross selling two products together

Overall Retail brand CBBE �Impact of Retail brand on category �CBBE model �Brand Elements Criteria �Clear evidence of store checks

Impact of Retail brand on category Produc t Retaile r Ø Retailers would choose the product which fit their own strategy Ø Retailers' brands may shift customers’ perceptions about products 38

Customer-based Brand Equity Pyramid Help to live a better life Good Quality and Effectiveness; Convenient; user-friendly Affordable price; Famous; OTC drug--- 4 -hour multi-symptom liquid

Brand Element Criteria Evaluation

Brands Sudafed Advil Equate Zyrtez Claritin Allergy Medication Benadryl Alavert Chlortrimeton Zicam Ayr Nellmed Walgreens Similasan Little noses Triaminic Pedia Care Vicks Dimetapp Allergy Buster Neil. Med Contac Alka-Seltzer Sinus. Sense Breath. Right Arfin Theraflu Coricidin Nasal 4 way Up & up Walmart Walgreens Target Low end High end 3. 38 6. 99 16. 99 3. 38 2. 36 34. 96 17. 97 34. 94 15. 99 40. 99 5. 84 20. 09 4. 92 25. 58 10. 49 34. 99 8. 84 28. 19 4. 12 5. 97 3. 97 11. 22 5. 49 10. 99 8. 58 18. 85 25. 99 8. 79 9. 49 2. 76 9. 97 9. 99 8. 96 18. 98 8. 99 13. 49 2. 87 4 3. 59 4. 99 12. 74 34. 98 3. 99 39. 99 7. 99 3. 99 5. 99 4. 99 12. 99 5. 49 6. 49 8. 99 4. 48 5. 58 5. 99 14. 99 10. 99 15. 49 15. 99 9. 99 14. 99 6. 99 9. 99 5. 77 4. 99 10. 99 36. 99 4. 97 12. 98 6. 99 14. 99 4. 38 7. 74 8. 29 4. 97 4. 98 5. 43 6. 67 5. 68 5. 96 2. 04 8. 64 Detailed Store Check Conclusion: 1. It seems like that Zyrtez, Claritin, Benadryl and Alavert are the common brands sold in all stores among those common brands, generally walmart offers a lower prices than other two stores and Target has higher prices tagged. Important to mention, only Walgreens and Target has line specifically for kids. 2. For the private label products, Equate from walmart prices from 2. 36 to 34. 96 and Walgreens from walgreens ranges from 3. 99 to 39. 99. Up & Up prices the lowest at 2. 04 but has a narrower range to 8. 64 3. Walmart and Walgreens have about the same complete and various product lines in the category of allergy. In comparison, Target just has a few lines, of which most are common 43 brands.

Store Check �Independent area �Various brands �Comfortable environment �Fashion and ethic �Coupon & Ads usage �Customer-friendly

Thank you for listening. Any questions?