Tril-P (Tramadol plus

Paracetamol
37.5mg/325mg Tablets)
Marketing Plan

PRODUCT PROFILE

BRAND NAME: Tril-P

GENERIC: Tramadol plus Paracetamol
THERAPEUTIC CLASS: Pain killers
TOP 3 INDICATIONS:

Osteoarthritis and rheumatoid arthritis

(OA)
Dental pain
Post surgical pain

FORMULATIONS

STRENGTHS

PACK SIZE

Tramadol plus
Paracetamol
Tabs

37.5mg/325
mg

10S

DP

76.50

TP

MRP

85

100

EXECUTIVE SUMMARY

The orally administered fixed combination tablet of tramadol

(centrally-acting opiate) plus paracetamol (acetaminophen; nonopiate,
nonsalicylate analgesic) [37.5/325 mg] provides effective analgesia in
patients with moderate to severe acute pain and those with chronic
painful conditions characterised by intermittent exacerbations of pain.
Tramadol/Paracetamol 37.5/325 mg tablets provided greater relief of
dental pain over an 8-hour period than either agent alone, with a
faster onset of action than tramadol alone and a longer duration of
action than either agent as monotherapy. In patients with
postoperative dental pain, two tramadol/paracetamol tablets (37.5/325
mg) provided similar analgesia to hydrocodone/paracetamol 10/650
mg over an 8-hour period.
The addition of one or two tramadol/paracetamol 37.5/32 5mg tablets
(up to four times daily) for 5 days to existing NSAID or cyclooxygenase-2 inhibitor analgesic therapy provided effective pain relief
in patients with osteoarthritis flare pain.
Tramadol/paracetamol 37.5/325 mg provided similar efficacy to that of
codeine/paracetamol 30/300 mg in patients with chronic back pain in a
4-week, randomised, double-blind trial

http://www.ncbi.nlm.nih.gov/pubmed/12749738

(Overall IMS Sales value of

Tramadol+Paracetamol and Brand Leader Growth
+ Share)
Tramadol+Paracetamol Market: Rs. 482
Million
SALS MAT QTR-II(13-14)

Tramadol+Paracetamol Market
Growth: 85%
SALS MAT QTR-II(13-14)

Tonoflex-P
Value: Rs. 580 Million
Growth: 85%
Mkt Share: 90%
SALS MAT QTR-II(13-14)

Key Take Away Messages:

1.Higher growth of Tramadol+Paracetamol market
2.We should focus Tonoflex-P as it is at a high growth.
3.We should plan to get market share of Tonoflex-P in 2014

Market Composition:
Where we stand : Value & Unit Market SHARE &
GROWTH
out of total therapeutic class
Generic

Company

Strength

TP

Pack
Size

Tramadol+Paracetamol

UNIT
(00)

VALUE
(000)

G +/-

Mkt
Share

66970

776015

80

100

Tonoflex-P

Sami

37.5/325 mg

85

10s

56760

482460

85

90

Zultracet

Horizon

37.5/325mg

272

20s

5358

145737

35

Tramapar

Efroze

37.5/325mg

85

10s

410

6621

202

Distalgesic

ATCO

37.5/325mg

85

10s

350

3975

120

0.8

Key Take Away Messages:

1.There are a few players in the market & a lot of space to grow.
2. Tonoflex-P is growing at a higher pace greater to market growth.
3. We should plan to capture market share of Tonoflex-P.

Overview of Key Competitor

Historical Performance

Tonofle
MAT QTR-III
2014 Sales:
x-P
Rs. 482 Million

Coverage/Reach to the customers

Ensuring of Frequency of visits to the customers

Main Strengths

Regular Hospital/Ward working

KOLs Developed

Overview of Key Competitor

Main Weakness

Tonofle
x-P
Non Focussed Product

Lesser Marketing Activities

Minimal Investments in this Brand

Identification of Tonoflex-P prescribers

Our Strategy

Conversion of Tonoflex-P Prescribers to Tril-P

Investments Exclusively on Tril-P

OBJECTIVES

QUANTITATIVE:
TO ACHIEVE Tril-p Packs 1,50,000 units in 2015-16
TO increase sales UPTO Rs 11.5 MIO in first 12 months of launching
with a percentage share of 1.5%
TO increase Mkt share
TO increase Rx from General medicine, Gynae and Ortho, OPD

QUALITATIVE:
To grow value of Tril-P business from Medicine, Gynae and ortho OPDs
Successfully manage the lifecycle through development of new indications
including new studies being conducted on this relatively new class

Doing our own SWOT Analysis

Strengths

Weaknesses

Quality & Efficacy

New Entrant

Synergistic fixed dose combination

No customer Based activities

Reach to very short base of customers

Opportunities

Threats

Fast Growing Market

High investments by competitors

Decreased marketing activities by Tonoflex-P

Commitment of prescribers on Tonoflex-P

High percentage rate of Pain Ailments

Introduction of new strengths / generics

Growing Brand (Space To Grow)

Key Promotional Learnings &

Modifications
Key Learnings
Our brand is new in market & we have presence in Pain Market with a small
base of Pain Killer prescribers of our existing brands.

Key Modifications
We should utilize our highly trained field force by focussing on Scientific selling of this
generic and should get market share of Tonoflex-P by focussing its prescribers and
engaging them to prescribe Tril-P.

Creating a hype in the team to focus this product and establishing a broad base of this
Brand by coordinating with team on investments & activities on Tril-P specifically.

Bringing Incentive based competition among team on this brand specifically.

Issues/ Strategy/ Tactical Plan

KEY ISSUES AND
PRIORITIES
Tonoflex-P growth &
Market Share is higher
among
Tramadol+Paracetamol
existing brands (growing
@ 85%)
(Share@ 90%)

STRATEGIC
IMPERATIVES
Identification of
Tonoflex-P prescribers
Conversion of Tonoflex-P
Prescribers
Identification of loops in
tonoflex-p promotion

Price Factor
Identifying new
indications in pain killer
market
Scientific Selling
Foot Work
Unique marketing

TACTICAL PLAN
Engaging tonoflex-P
prescriber in different
activities to make brand
image.
Scientifically promoting
Tril-P to prescribers with
major emphasys on
quality and increased
patient satisfaction
Gynae and surgical units
should be targeted to
increase Tril-P sales
Pharmacy promotion
campaign will be
executed in order to

TARGET MARKET
DRS/ESA: 105
TOTAL NUMBER of ESA
30

Brand
Tril-P

GPs

Orthopedics

Gynae

P1

P2

P3

GPs:
Ortho:
Gynae:
TOTAL:

1500
1000
650
3150

BRAND POSITIONING
Positioning message
1.Efficient and synergistic combination
2.Pain relief with dual mode of action
3. 2 drugs combination for one goal
Theme
1.Let the pain be gone!!
2.No escape for the pain
3.The efficient synergy

Activities

2015

Folders
30 x 100 x 5 = 15000/Q
Seminars on launching plus cake
Rs 300 launch gift given to 1000 Drs = Rs 3,00,000
cutting with company introduction
Launching ceremony with 100 customers and sales
and product presentations
force of particular base station (SUK)
Tril-P Giveaways
Tril-P Presentations

Tril-P camps in which samples will

be provided with potential
prescribers

Educational symposia with 100 A

class Drs per quarter joint with
ETO
Training of the field force

100 x 500/head + 25000 hall charges

Chit pads, Smart Cards, Card Holders, Paper Weight
(Customer Need Base) ( Tril-P Cup for Summer)
The presentation of this brand will be united with ETO
with half share from both brands, it can be RTD or ward
presentation
12000 x 30 presentations
2 camps/ESA/QTR

Total Investment
60,000 per year
Rs 3,00,000/7
Rs. 75,000

Rs. 4,00,000 per year

Rs. 3,60,000/2per year
Rs. 1,80,000

Rs. 1,20,000

Total camps in one quater 30x2 = 60 camps per quarter

at Rs 500 per camp
60x500x4
Cost on one symposia if Hi Tea is offered 100x500 hi tea Rs. 3,60,000 /2per year
cost x 40,000 hall charges = Rs. 90,000/ QTR x 4 =
Rs. 1,80,000
2 days training medical + sales while trainer moves to
Rs. 3,58,530/7
base station other sections can also be covered in them
Rs. 51,218
(1 BAM, 1GM, 1 RSH, 1 DSH, 10 ESAs = 1+1+1+1+5 =
9 rooms per hotel @ 7,000 per room including meals =
63,000 + Rs 800 traveling per person of 8 persons =
6400 + caertificate = 12 x 10 = 120 + Hall and
miscellaneous charges = Rs. 50,000

Rs. 1,19,520 per training x 3 base stations

Total Investment: Rs. 3.3 Million (PKR)

Share % age in total

sales = 9.66%

KEY TEASER CAMPAIGN

Description

Tril-P Teaser Campaign

Type of Activity

Teaser Cards + Teaser Posters + Facebook + One to one selling

Target Groups

Tonoflex-P prescribers + Ortho + Gynae

Geography

Throughout Pakistan

Objectives

To create the hype & curiosity of Tril-P among Tonoflex-P

prescribers

Timing
Investment

June
Total Rs 50000 (Tentative).

Engaging of Tonoflex-P prescribers and persuading them to

prescribe Tril-P among their patients of moderate to severe pain.
15 | Presentation Title | Presenter Name | Date | Subject | Business Use Only

Benefits

KEY PROMOTIONAL CAMPAIGN 1

Description

Pharmacy input campaign for OTC

Type of Activity

Patient induction campaign (OTC)

Target Groups

Pharmacy sales persons

Geography
Objectives

Timing
Investment

Benefits

Throughout Pakistan
To grasp the market share of Tonoflex-P from OTC Market
Throughout the year
Total Rs. 1,00,000 for calculators, gimmiks, pharmacy stands
etc
Engaging of .Pharamacy and drug outlet persons for

16 | PresentationOTC
Title | Presenter
selling.Name | Date | Subject | Business Use Only

KEY PROMOTIONAL CAMPAIGN 2

Description

Tril-P Customers Induction Plan

Type of Activity

Doctors compaigns (Sponsored dinners)

Target Groups

Medicine, orho, gyne (50 A class prescribers)

Geography

Throughout Pakistan

Objectives

To grasp the market share of Market from

Tramadol+Paracetamol prescribers by celebrating
international day of older people with their parents

Timing
Investment

June 2014
Total 50,000Rs (Tentative).

Engaging of Tramadol+Paracetamol prescribers and

to prescribe
Tril-PUse
among
their patients
17 | Presentationpersuading
Title | Presenter them
Name | Date
| Subject | Business
Only

Benefits

Monitoring Controls

Pre-Launch Survey Estimation & Verification

The Profiling of customers will be manipulated and discussed individually on
initial launching meeting w.r.t. Designated standards set up on proformas

Sales Monitoring
Daily Sales Units Collection from Managers of respective stations by BAM in evening

Weekly Sales Analysis from Distributor ESAs

TACTICAL PLAN ( 15-16)

Printed material

. Key Activities / Events

FOLDERS USED FOR ONE TO ONE DETAILING IN DRS CHAMBERS
4 PAGE 100/ESA FOLDER

A-4 SIZE RX PADS 50/ESA (RMOS, GPS, ORTHO)

Journals

Readers digests to build social relationship with CUSTOMERS

READERS DIGESTS / TIME
MAGAZINE TO 100
DRS/MONTH

READERS DIGESTS / TIME

MAGAZINE TO 100
DRS/MONTH

READERS DIGESTS / TIME

MAGAZINE TO 100
DRS/MONTH

READERS DIGESTS / TIME

MAGAZINE TO 100
DRS/MONTH

Giveaways

Enhancing confidence of ESA in Dr chambers

Sample utilized in
camps

Sample utilized in
camps

Sample utilized
in camps

Sample utilized
in camps

CAMPS ALL OVER PAKISTAN 2/ESA / MONTH

Academic
activities

Strengthening relationship with PHYSICIANS

Sponsorship of POA
monthly meetings in Khi,
Lhr and ISB
Social Get together
5 Ward Presentation Per
month / RTD with 40 Drs
per quarter/DSM

Q1

Sponsorship of monthly
meetings in Khi, Lhr, FSB
and Rwp
Sponsorship of social get
together of Potential
customers
5 Ward Presentation Per
month / RTD with 40 Drs
per quarter/DSM

Q2

1-0-1 customer focus in

Khi, Lhr and FSB

Sponsorship of monthly
meetings in Khi, Lhr, and
Rwp

2 Ward Presentation Per

month / RTD with 40 Drs
per quarter/DSM

2 Ward Presentation Per

month / RTD with 40 Drs
per quarter/DSM

Q3

Q4