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Brand Plan for

“Thymovir Kwath”

By Canopus Pharmaceutical Ltd

Made By: Neelam Seervi PGDM – Healthcare Management Student Prin. L.N.Welingkar Institute of Management Development and Research

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Acknowlegment:

I take this opportunity to express my profound gratitude and deep regards to Dr. Vivek

Hattangadi for his exemplary guidance, monitoring and constant encouragement

throughout the contest. I also take this opportunity to express a deep sense of gratitude to

Dr. Satish Gupta, Dr. Swati Sinha from PharmaState Academy for this wonderful opportunity

that will shape my career in future. I would also like to thank all the mentors I connected to

understand Brand plan and their constant guidance and undying faith in me encourage me

to successfully complete my project. Lastly, I would like to thank all those who directly and

indirectly helped me. I am really obliged for their constant encouragement in the

completion of this project without which this project would not have been possible.

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Table of Content:

1. Executive Summary ………………………………………………………………………………………… 04

2. About Us…………………………………………………………………………………………………………. 05

3. Product Fact Profile…………………………………………………………………………………………. 06

4. Situation Analysis……………………………………………………………………………………………. 08

Need Gaps analysis…………………………………………………………………………………………. 08

Therapy/ Disease profile…………………………………………………………………………………. 08

Market Performance………………………………………………………………………………………. 08

Current Behavioural pattern…………………………………………………………………………… 09

5. Why Thymovir Kwath?........................................................................................ 09

6. Marketing Process………………………………………………………………………………………….. 10

SWOT Analysis……………………………………………………………………………………………….. 10

Market Objectives………………………………………………………………………………………….. 10

Segmentation Targeting & Positioning……………………………………………………………. 11

USP- Universal Selling Proposal………………………………………………………………………. 11

7. PhysDigital Communication Task…………………………………………………………………….. 12

8. Clinical Trial Study…………………………………………………………………………………………… 12

9. Budgeting……………………………………………………………………………………………………..... 13

10. Forecasting…………………………………………………………………………………………………..…. 13

11. P&L Statement………………………………………………………………………………………………... 14

12. Pricing………………………………………………………………………………………………………..……. 14

13. Bibilography…………………………………………………………………………………………………….. 15

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Executive Summary

Canopus Pharmaceutical Ltd. With a strong brand portfolio is launcing its new anti-viral

capsule Thymovir kwath. It consists of combination of “ Universal gold standard drug –

Thymoquinone & Emblica officinalis” along with all new Nanomedicine technology. This

Ayurvedic immune booster is named as Thymovir Kwath, because of its main active

component Thymoquinone and its strong anti-viral property. It is specially designed for

Acute respiratory infection and also against novel Covid-19 Virus.

It is available in Amber colour bottle with 30 Oval shape red and yellow colour softgel

Capsule.

➢ The target customer for this product will be General Physicians, Ear Nose Throat

(ENT) specialist, Consulting Respiratory Specialist across Cities.

➢ The Nanomedicine Market is projected to grow at a rate of 12.6% to reach USD 387.11 billion in 2027 from USD 149.53 billion in 2019.

➢ Indian pharmaceutical sector is expected to grow to US$ 100 billion by 2025.

Pharmaceuticals export from India stood at US$ 20.70 billion in FY20.

➢ Thymovir Kwath sales at launch year is projected to be 5.14 cr

➢ The promotional Inputs follows PhysDigital Strategy with RES model. It consists of

paid media, Brand reminders, Visual aids, LBLs, and samples.

➢ Aggressive promotions with scientific materials & evidence can help to fulfil the

objective of attaining the target.

➢ An anticipated profit & loss of Thymovir in the launch year can be Rs. 229000000.

This can be increased with a percentage of 30% every year.

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About Us

Started in 1999, The Pharmaceutical business of Canopus encompasses the entire chain from licensed manufacturing to marketing products across the country

Our Vision: To become the most admired herbal medicine company by leading the modernization of traditional medicine through innovation and pioneering research, while offering effective, safe, high quality and reliable products.

Our Mission: To dedicate ourselves to humanity’s quest for longer, healthier, happier lives through the innovation and modernization of Herbal Medicine harnessed from nature's wealth

Company Name: Canopus Biolife Ltd. We are among the top 10 Indian MNC, with a turnover of Rs. 2800 correct annually. Canopus is very strong in the chronic segment and has 4 divisions Division: 1. Cardiovascular and Antihypertensive - CVS Division 2. Neurology and psychiatry - CNS Division 3. Diabetology and endocrinology - OHA Division 4. Gastroenterology, analgesics, and all other products General Division General Division has 850 med reps and close to 200 1st and 2nd Line Field Managers

Values

Customer Focus

Continuous Improvement

Teamwork

Ambition to succeed

Collaboration

Innovation

Ensure Quality

Research & Development

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This General Division has good reach including Tier 3 and Tier 4 towns They cover mainly GPs, CPs, Gastros. The general division accounts for 29% sales revenues of Canopus. The rest 71% comes from one of the other 3 division

Product fact profile: Brand Name: Thymovir kwath Each capsule contains Thymoquinone Standardized Pure Extract – 250 mg Amalaki Standardized Pure Extract – 250 mg Direction of use: Tablets to be taken after meal - To be swallowed as whole and not to be chewed or crushed Route of Administration: For External use only (Oral) Storage: Keep in cool dry place away from direct sunlight Precaution: It is not recommended to be used in pregnant and lactating women. Its effectiveness and safety have not been studied in paediatric population. Use: As an immune-booster to build up immunity against viral infection including any novel strains of virus Dose: 1 capsule Color of capsule: Oval shape red and yellow soft gel capsule Side effects: Similar to placebo Indication:

➢ Cough and cold ➢ Pneumonia ➢ Weak Immune System ➢ Sore throat ➢ Pain and fever ➢ Shortness of Breath

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Mechanism of Action:

FIGURE 1: THYMOQUINONE POTENTIAL PROTECTIVE MECHANISM AGAINST COVID-19 INFECTION. PROGRESSION FROM RISK

FACTORS FOR SEVERE SARS-COV-2 INFECTION MEDIATED BY OXIDATIVE STRESS AND CYTOKINE STORM-INDUCING MULTIPLE ORGAN

DYSFUNCTION SYNDROME (MODS). THYMOQUINONE INHIBITORY EFFECTS ON VIRAL INFECTION AND AMELIORATION OF MODS

COMPLICATIONS BY RESTORATION OF THE REDOX AND IMMUNE BALANCES. SARS-COV-2 (SEVERE ACUTE RESPIRATORY SYNDROME

CORONAVIRUS 2); ACE (ANGIOTENSIN CONVERTING ENZYME); ROS (REACTIVE OXYGEN SPECIES); RNS (REACTIVE NITROGEN

SPECIES); NFΚB (NUCLEAR FACTOR KAPPA-B); SIRS (SYSTEMIC INFLAMMATORY RESPONSE SYNDROME); GREEN ARROW INDICATES

UPREGULATION AND RED ARROW INDICATES DOWNREGULATION MEDIATED BY THYMOQUINONE.

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Situation Analysis

Need Gaps analysis

Most of the end customer do not prefer drugs, allopathy medicine for treatment of viral infection due to their side effects. The Products are Expensive and used for only one purpose. Doctors prefer Ayurvedic medicine more now due to covid-19 pandemic and government recommendation for Ayush Kwath products.

There are a lot of potent Ayurvedic herbs and supplements used and renowned for their anti-viral properties.

Due to Covid-19 Pandemic, there have been sudden rise in use of immune-boosters and anti-viral drug supplement intake among end customers. Ayurvedic herbs product have shown tremendous improvement against fighting Covid-19 virus. Such Ayurvedic Products recommended by Doctors are more preferable by end customer.

Therapy/Disease profile

Market performance:

The Nanomedicine Market is projected to grow at a rate of 12.6% to reach USD 387.11 billion in 2027 from USD 149.53 billion in 2019. The market is anticipated to be one of the most rapidly growing sectors in the healthcare industry due to the precision that technology has been able to achieve. Indian pharmaceutical sector is expected to grow to US$ 100 billion by 2025. Pharmaceuticals export from India stood at US$ 20.70 billion in FY20. Pharmaceutical export includes bulk drugs, intermediates, drug formulations, biologicals, Ayush and herbal products and surgical.

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Current behavioural pattern

Many herbal products are found to have immune-modulatory and antiviral property, which can act as a milestone in the prevention and control of COVID-19. The Government of India has recommended to take Ayurvedic herbs intake in dietary course in order to boost the immunity.

Comparative analysis of Ayurveda and allopathic treatment strategies were carried out in the present study. Depending upon the patient’s conditions and symptoms, Ayurveda is useful for the treatment of COVID-19. Allopathic treatments inhibit viral infection by targeting majorly endocytosis, and angiotensin-converting enzyme (Ace) receptor signalling.

Why Thymovir Kwath?

Thymoquinone (TQ) been a Universal gold standard herb suggested for the treatment of COVID-19, and to stimulate the development of nanocarriers allowing the delivery of TQ to the lungs.

Thymovir Kwath in nanoparticles form have unique properties, such as small size, improved solubility, surface adaptability and multifunctionality, resulting in the development of better and safer drugs, patient can get quick onset relief.

1 bottle = 30 tablet (1month treatment)

With consumers becoming increasingly concerned about the risk of side effects and the potential long-term impact of nan-medicine drug delivery system, in the near future it will be the first choice for the development of the most effective therapies for a wide range of diseases.

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Marketing Process

SWOT Analysis

Market Objectives

Short term: To achieve 10% Market share in the year of launch

Long term: To be in the top 3 brand of immune booster preparation market by 2022 and innovator.

Segmentation Targeting Positioning

Speciality SKU’s Targeted

Indication/Patient category

Positioning Key communication points

General Physicians

1 bottle (500mg)

30 Tablets

Cold and cough, viral fever, infection

All-in-one Kwath

Reduce risk of respiratory viral

infection and boost your immunity

Ear, Nose, throat Specialist

Pneumonia, allergy, viral infection

Benefits beyond the goals

Consultant respiratory specialist

Acute respiratory tract infection Astma

Protect your lungs with nanomedicine

Strength

•Use of gold standard drug (Thymoquinone) in a new form

•First mover advantage

•Good quality and simple to scale up

•Quick onset of action

•Brand new concept

Weakness

•Totally depends on sales force and frontline managers for the promotions

Threats

•Competitors can leverage brand strength

•Presence of alternative treatment

•Government regulations

•More number of me-too product launched with lesser price

Opportunity

•Enhance brand equity

•Acquire market share through branding

•Growth potential is high

•Step in online marketing.

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Demographic:

Age – 18 and above

Gender – Female & Male

Location – Two Tier & above cities

Socio-eco – Middle class & Above

Geographics: All major cities

Psychographics: People who want strong immunity and healthy lifestyle

USP- Unique Selling Proposition

“A well trusted brand with a new Ayurvedic Nanomedicine Technology providing quick onset of action”

Value Proposition

“ Thymovir Kwath boost your immunity and helps in enjoying the nectar of life”

The antiviral effect of Thymoquinone, when compared with antiviral mechanism of chloroquine (CQ) and hydroxychloroquine (HCQ) states that antiviral action of TQ is similar and most likely superior to that of CQ and HCQ.

Thymovir Kwath through its nanocarrier technology enables the drug to quickly penetrate and used for multi purpose.

PhysDigital Communication task

• RES Model: Relevance, Engagement, Success

• Micromarketing

• Creating Digital animation content for awareness

• Relevant, short, creative content for marketing the product on website, Blogs etc

• Endometric site promotion on platforms like Pharmeasy, nutmeds, medlife, Practo, lybrate etc

• Connecting with Doctors via whatsapp, email, website by using attractive LBL, Visual aids

• Awareness video related to patient education on social media platform like facebooks, LinkedIn, Instagram.

• Personal branding of doctors (Key opinion leader(KOL), Digital opinion leader(DOL)on youtubes, conference, webinars, etc

• Influencer marketing on social media by targeting

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Clinical Trials & Guidelines

Thymoquinone (TQ), holds the promise to help treat people infected with this novel virus by:

(1) by inhibiting its proliferation,

(2) by killing it,

(3) by killing the bacteria associated with pneumonia,

(4) with its anti-inflammatory and

(5) with its immunomodulatory effect – perhaps acting synergistically, or even as a prophylactic remedy to prevent SARSCoV-2 infection.

However, due to its hydrophobicity, the systemic bioavailability of TQ is low.

Nanocarriers targeting the lungs exist, and TQ has already been successfully used in nanomedicines targeting different organs except the lungs. The antiviral effect of TQ, when compared with antiviral mechanism of chloroquine (CQ) and hydroxychloroquine (HCQ) states that antiviral action of TQ is similar and most likely superior to that of CQ and HCQ. The broad antiviral spectrum and the mechanism by which TQ presumably neutralizes the new virus justifies the hypothesis that TQ is effective in treating COVID-19.

Budgeting

S.No Promotional Expenses Rs. 30,00,000 Cost as Calculated

1. Samples 15% 450000

2. Visual aids 5% 150000

3. Paid media 10% 300000

4. Leave behinds literature 10% 300000

5. Symposium 25% 750000

6. Training 10% 300000

7. Gifts 10% 300000

8. Incentives 15% 450000

9.

10. Total 100% 3000000

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Forecasting

Q1 YPPPM (Yield per person per month)

Total No. of Bottles Values (Rs.)

Month 1 53,333

Month 2 53,333

Month 3 53,333 160000 42000000

Q2

Month 4 133,333

Month 5 133,333

Month 6 133,333 400000 105000000

Q3

Month 7 213,333

Month 8 213,333

Month 9 213,333 640000 168000000

Q4

Month 10 253,333

Month 11 253,333

Month 12 253,333 760000 199500000

Total (No. of Bottles)

1960000 Total (Rs.) 514500000

P&L Statement

Sr.No Brand P&L Rs 1 bottle

1. Sales (Rs.) Xx 5.14cr

2. Less cost of Goods (COGS) (40%) Xx 2cr

3. Gross Margin (Rs.) Xx 3.08cr

4 Less Advt. & Promo (A&P) (20% of Sales) Xx 1.2cr

5. Less selling expenses (4% of sales) Xx 20 Lakhs

6. Less marketing expenses (20 % of sales) Xx 1.2cr

7. Less distribution expenses (5%) Xx 25 lakhs

8. Gross profit before tax (PBT) Xx 229000000

Total

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Pricing

Pricing Bottle (30 Capsules)

Product out of price control MRP 70

GST % (say 18%) 12.6

57.4

Discount to retailers 20% 11.48

Price to retailers 45.92

Discount to stockiest 10% 4.59

Price to stockist (NRV) 41.32

Company Margin 65% 26.85

Basic cost 14

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Bibliography

1. Chauhan, D. P., 2020. www.nuffoodsspectr. [Online]

Available at: https://www.nuffoodsspectrum.in/opinion/32/6466/boost-immunity-with-ayurvedic-

measures-as-one-of-the-precautions-against-coronavirus.html

2. Forouzanfar, F., 2014. Black cumin (Nigella sativa) and its constituent (thymoquinone): a review

on antimicrobial effects. NCBI journal.

3. kakepoto, S. A., 2020. THYMOQUINONE, ONLY ANSWER TO CORONA: A RESEARCH

HYPOTHESIS ON PROMISING MEDICINE AGAINST CORONA VIRUS BY DR SAIF ALI

KAKEPOTO MBBS. Researchgate.

4. Khader, M., 2017. Thymoquinone: an emerging natural drug with a wide range of medical

applications. NCBI .

5. Khader, M., 2019. Thymoquinone: an emerging natural drug with a wide range of medical

applications. NCBI Journal.

6. pathania, M., 2020. A review on exploring evidence-based approach to harnessing the immune

system in times of corona virus pandemic: Best of modern and traditional Indian system of

medicine. jfmpc, 9(8), pp. 3826-3837.

7. SWAMY, V. K., 2020. Readers Digest. [Online]

Available at: https://www.readersdigest.in/health-wellness/story-stop-coronavirus-boost-your-

immunity-with-these-foods-125305

8. Thilakarathna, C., 2018. Phytochemical Analysis of Indian and Ethiopian Black Cumin Seeds

(Nigella Sativa). Researchgate.