1. Palmers Cocoa Butter
Stretch Mark Activation Plan
AbdelRhman Tantawy, Egypt 2012
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2. • Situation Analysis
• Egypt Market Behavior
• Critical Success Factors (CSF)
Agenda • Palmer’s SM activation Plans
• Palmer’s Stretch marks POS
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3. SITUATION ANALYSIS
COMPETITORS SITUATION
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4. Competitive analysis
Two Type of competitors
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5. Competitive analysis
Cosmoceutical FMCG
Price Size
Mustela 175 200 mL
Sanosan 37 100 mL
Derma Pure SM 36 60 gm
Stretch Redux 500 150 mL
mira jeniko 45 75 ml
Palmer's 48 120 mL
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6. EGYPT MARKET BEHAVIOR
FMCG VS PHARMACEUTICAL
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7. Medicated product diversified to :
Pharmaceutical Cosmo-ceutical OTC FMCG
Only can prescribe by
doctors
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8. Medicated product diversified to :
Pharmaceutical Cosmo-ceutical OTC FMCG
Expensive and
prescribed, but can be
recommended by
pharmacist
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9. Medicated product diversified to :
Pharmaceutical Cosmo-ceutical OTC FMCG
Available only at
pharmacies, for direct
consumers, never seen
@key accounts
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10. Medicated product diversified to :
Pharmaceutical Cosmo-ceutical OTC FMCG
Available at pharmacies
beside other trade
channels, rarely
prescribed by doctors.
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11. Medicated product diversified to :
Pharmaceutical Cosmo-ceutical OTC FMCG
Palmer’s Stretch market
treated as FMCG product.
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12. Medicated product diversified to :
Pharmaceutical Cosmo-ceutical OTC FMCG
Some pharmacist
recommend it, if
Palmer’s Stretch market
they know it
treated as FMCG product.
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13. Medicated product diversified to :
We plan Palmer’s SM will be
Prescribed via
doctors
Pharmaceutical Cosmo-ceutical OTC FMCG
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14. Medicated product diversified to :
We plan Palmer’s SM will be
Prescribed via
Recommended by pharmacist
doctors
Pharmaceutical Cosmo-ceutical OTC FMCG
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15. Medicated product diversified to :
We plan Palmer’s SM will be
Prescribed via
Recommended by pharmacist Known as FMCG
doctors
Pharmaceutical Cosmo-ceutical OTC FMCG
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16. Medicated product diversified to :
Activation Projects
#1 #2
Scientific Cosmo-ceutical
Pharmaceutical OTC Direct FMCG
Unite awareness
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17. PALMER’S SM ACTIVATION PLANS
#1 SCIENTIFIC UNITE
#2 DIRECT AWARENESS
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18. #1
Scientific Unite
PALMER’S SM ACTIVATION PLANS
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19. #1 Scientific unite
Objective
• As doctors are the main factor in prescribing any product or recommend any thing
for patient health, this unit will aim to:
– Doctor product awareness
– Promote prescription.
– Reminding and follow up
– Ensure availability @pharmacies
– Push sales to achieve our target.
• Using #1scientific data and #2professional medical selling skills
– Trials
– References
– Tipping point
– Evidences recommended.
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20. #1 Scientific unite
Structure
• Doctor don’t respect any medical information from anyone except another doctor.
• Unite structure as below:
Brand manager Sales manager
Assistant Brand
manager
Supervisor Cairo
Medical representative Medical representative Medical representative
#1 #2 #3
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21. #1 Scientific unite
Structure
• We will start with two medical rep.s directly reported to brand manager till
develop the full team
Brand manager Sales manager
Assistant Brand
manager
Supervisor Cairo
Medical representative Medical representative Medical representative
#1 #2 #3
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22. #1 Scientific unite
Targeted specialties
• Palmer’s SM will be detailed to Customers below:
Doctors Pharmacist
60% coverage 40% coverage
For medical awareness and Market seeding and ensure
promote prescription availability
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23. #1 Scientific unite
Targeted specialties
Doctors:
• Palmer’s SM will be detailed to specialties below:
– Gynecology : to be prescribe for pregnancy stretch marks
– Dermatology: to be prescribed for skin marks and after
plastic surgery
– Nutritionist : for skin marks appears while dieting.
Moderate
Potential
10%
• Doctors will be segmented as below “according to their
prescription habits”
– 90% high potential doctors “KOL’s”
– 10% moderate potential doctors.
– 0% low potential doctors.
* Segmentation will be applied by medical reps after
forecasting.
Hign
Potenial
90%
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24. #1 Scientific unite
Medical rep. list #Demographic
• In the 1st phase, medical reps will target areas below
– Medical rep #1: Cairo #1 : Naser City , Heliopolis and New Cairo + rehab ...etc
– Medical rep #2: Cairo #2: Mohandseen, Zamalek and Dokky …etc
• Each one will visit all potential doctors frequently based on their classification
– Visit about 8-10 visit /day
– After listing the doctors we will put target visits for each doctor
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25. #1 Scientific unite
Scientific unit target PHASE I
• Deliver the core message
• Build reputation with the customers (doctors)
• Generation and growth of prescriptions
• Have a consistent sales curve**
• Marketing Intelligence to give us future vision
To give us actual vision {on earth vision)
• To create loyalty to the brand
* Elevate Palmer’s Cocoa Butter image + Position in the market
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26. #2
Direct awareness
PALMER’S SM ACTIVATION PLANS
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27. #2 Direct awareness
• To improve recommendation and educate direct consumer about product benefit,
direct communication throw channels below
Pharmacy Health care
Medical Centers
Chains magazines
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28. #2 Direct awareness
Concept
To create reminding tagline for Palmer’s Stretch Marks with objectives as below:
– Acceptable among gynecologist
– Related to pregnancy.
– Prescribing habit reminding tool
– Feature/benefit tagline
– Indication related
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29. #2 Direct awareness
tagline
benefit
Promote
indication
action
Time
bonded
catchy
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30. #2 Direct awareness
Why The Fourth Month
To decide when doctor should prescribe Palmer’s Stretch market we analyze two
source of information.
1. Doctors review:
After meeting with serial gyna doctors All agreed the pregnancy symptoms appears
between 2nd and 3rd month. But the tummy size start to increase between 4th and 5th
month.
They recommend stretch marks products starting from 5th month mainly and some time for
skinny women they start from 4th month.
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31. #2 Direct awareness
Why The Fourth Month
1. /
2. Consumer review
In photos below we can find the tommy size increased between 15-22week from
pregnancy.
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32. #2 Direct awareness
Why The Fourth Month
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33. #2 Direct awareness
Why The Fourth Month
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34. PALMER’S STRETCH MARKS POS
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35. #2 Direct awareness
The POS materials
Palmer’s POS materials will be applies as below:
1. The RDA (Retained detailing Aid)
multiple pages booklet, content :
• Medical Data about Stretch marks
• Statistical data about stretch marks
• Product information and ingredients F/B
• Direction and indication
• Product Clinical Evidence
The RDA used in doctors detailing by product
specialist and never give it to them as each call
they will till the doctors new message from it.
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36. #2 Direct awareness 1. The RDA (Retained detailing Aid)
The POS materials
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37. #2 Direct awareness
The POS materials
1. .
2. Drop-Card
it is a medical flyer for doctors our product specialist give it to the doctor as
“more information reminding tool” but with one message , content :
• Medical Data about Stretch marks
• Product information and ingredients F/B
• Direction and indication
The drop-Card mainly much simplified content also in English
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38. #2 Direct awareness 2. Drop-Card
The POS materials
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39. #2 Direct awareness
The POS materials
1. .
2. .
3. Consumer Flyer and stand
flyers and stand for direct consumer to be distributed in pharmacies and
clinics. Content:
• Product information and ingredients F/B
• Direction and indication
The Consumer flyer will be in arabic
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40. #2 Direct awareness 3. Consumer Flyer
The POS materials
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41. #2 Direct awareness
The POS materials
1. .
2. .
3. .
4. Pharmacy Drop-Card
A small flyer reminding the product and promote contacting distributers for ordering
5. Sampling pack
pack for doctors contains 4 stretch marks 30gm our product specialist give it
to gyna doctors for patient trail and give us the feed back.
this pack will promote trial and recruiting.
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42. #2 Direct awareness
The POS materials
1. .
2. .
3. .
4. .
5. Sampling pack
pack for doctors contains 4 stretch marks 30gm our product specialist give it to gyna doctors
for patient trail and give us the feed back.
this pack will promote trial and recruiting. And also collecting feedback from users through
doctors.
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43. THANKS
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