TEAM 4

Hussein El shamy, Engy helaly, Ayaat Ali, Eslam El shahat and Marwan Felafel

Where are we now?

Novartis is a great company which works hard to help patients.

The major targets of Novartis are patients’ health and patients’ trust.

Novartis want to cover all patients who have chronic myeloid leukemia ( CML ) in Egypt.

Novartis produces 2nd line treatment for ( CML ) which is called Pluto.

Executive summary

Our aim is to be ranked the second in the market within 5 years.

The project is prepared to invest 660,000L.E. and to gain 4,320,000l in the first year with an annual increase in the profit around 10%.

SWOT Strengths:- Rapid & durable response.- Effective & safe.- Former experience.- No cross intolerence with

Mirac.

Opportunities:- Former trust with the

customers.- Limited number of

competitors.

Weaknesses:- Hypertensive patients.- Possibility of incompliance.

Threats:- Patient Perception.

- Managing response.

Where do we want to be?Mission statement

More

OutstandingPerformance

Successful Market

Reward

Customer Retention

Patient Survival

Winning Collaboration

Strategy Objectives

Mission GoalsObjectives

Qualitative objectives:

Higher product quality

Recognition as a leader in the leukemia market

Higher levels of customer satisfaction and compliance

Creating strong reputation in the market.

Quantitative objectives:

Market share

Number of patients

sales Ranking ROI

Year 1 15% 240 4,320,000 LE

3rd 6.5

Year 2 16% 256 4,608,000 LE

3rd 6.9

Year 3 17% 272 4,869,000 LE

3rd 7.4

Year 4 18% 288 5,184,000 LE

2nd 7.8

Year 5 19% 304 5,472,000 LE

2nd 8.2

Augmenting the market share by: 19% Increasing the number of targeted

patients by 304 patients. Increasing sales by 5,472,000 LE Improving the drug ranking against

competitors 2nd Developing a good ROI & KPI

Our target is to make Pluto have 100% of

the market share

• Product variation• Pluto is an innovative

product• Faster 6-9 months only

• We need to reach 75% of the patients

• Then we will decrease the price by 15%.

• Two distribution patterns

• Medical rep. (4 and 1 DM)

• Sessions in conferences

• Local congresses

Governmental sector

Direct

marketing i.e.

Med. Rep

Discussion panels

Sem

inars organized by the com

pany

Ses

sion

s in

co

nfer

ence

s an

d S

pons

orsh

ip

Printed Flie

rs and

Brochures

E-mail and

Phone team

How might we get there?

Pluto Mirac Hydra

0 60 40

20 40 40

20 60 20

Another problem is: Dasatinib

But our drug is: More Selective With Less Adverse effects

AND it is Cheaper!

Strategy implementation and evaluation (financial plan)

Year1 Total LE

Mirac Patient % Patients Sales Scenario 18640000

Scenario 1 48.0% 768 4608000 Scenario 29235200

Scenario 2 64.0% 1024 4915200

Hydra Patient % Patients Pluto

Scenario 1 32.0% 512 614400

Scenario 2 16.0% 256 307200

Pluto Patient % Patients Sales

Scenario 1 14.0% 224 4032000

Scenario 2 15.0% 240 4320000

DasatinibPatient % Patients Sales

Scenario 1 6.0% 96 1843200

Scenario 2 5.0% 80 1536000

Strategy implementation and evaluation (financial plan)

Year5 Total LE

Mirac Patient % Patients Sales Scenario 18640000

Scenario 1 48.0% 768 4608000 Scenario 29235200

Scenario 2 64.0% 1024 4915200

Hydra Patient % Patients Pluto

Scenario 1 32.0% 512 614400

Scenario 2 14.0% 256 307200

Pluto Patient % Patients Sales

Scenario 1 16.0% 224 4032000

Scenario 2 19.0% 240 4320000

DasatinibPatient % Patients Sales

Scenario 1 4.0% 96 1843200

Scenario 2 3.0% 80 1536000

Year 5

Pluto

Mirac

Hydra

Dasatinib

Year 1

Pluto

Mirac

Hydra

Dasatinib

Action Plan

Activity Person in charge

Start Date End Date

Partnership PR and Scientific Team

Aug 2010 Oct 2010

Advertising material

Mareketing team

Oct 2010 Dec 2010

Product awareness

Sales Reps

Jan 2011 Jan 2016 (can be extended)

How can we ensure our arrival?

Key Performance Indicators:

1-Market Share

Within 5% of expected values

2-Sales Increasing as per the increase in the number of patients and market share.

Thank You