Ciclopirox Shampoo Brand Plan.pptx

Brand Plan

1. CICO Shampoo CICLOPIROX OLAMINE SHAMPOO Brand Plan FY-2022-23

2. Competitive Analysis MOLECULES MAT VAL MAR 21 MAT VAL MAR 22 MAT VAL GR MAR 22 SALES UNIT JAN-22 SALES UNIT FEB-22 SALES UNIT MAR-22 ANTISEBORRHEICS MARKET 272.1 298.9 9.8 13.69 12.63 12.07 SELENIUM SULPHIDE 52.6 48.1 -8.4 2.49 2.27 2.02 KETOCONAZOLE + PYRITHIONE ZINC 45.4 44.4 -2.2 3.21 2.73 2.43 KETOCONAZOLE 42.3 42.0 -0.7 1.98 1.99 1.84 OTHER NATURAL SHAMPOO 19.7 25.3 28.5 0.56 0.55 0.57 CICLOPIROX 14.4 20.6 42.9 0.90 0.82 0.82 FLUOCINOLONE 8.2 9.7 18.8 0.49 0.47 0.44 CLOBETASOL 0.5 0.5 -3.1 0.03 0.02 0.02 CICLOPIROX + ZINC PYRITHIONE 0.1 0.2 261.7 0.01 0.01 0.01 PERMETHRIN 0.1 0.2 33.0 0.01 0.02 0.02 COAL TAR 0.1 0.0 -72.6 0.00 0.00 0.00 POVIDONE IODINE 0.0 0.0 -100.0 0.00 0.00 0.00 Overall Anti Seborrheics Market is valued at 298 crores growing at 9.8 Currently Top Molecules are Ketoconazole comb. & Selenium Sulphide Ciclopirox & Ciclo + ZPTO has registered highest growth. Source – Awacs Pharmatrac MAT March’22

3. Current Scenario : Ciclopirox Shampoo Overall Market is valued at 20 Cr Growing at 42.9% C WIN has registered Highest Growth @ 121% 8X is the No. 1 Prescribed Brand Source – Awacs Pharmatrac MAT March’22 BRAND COMPANY MAT VAL MAR 22 MAT VAL GR MAR 22 Current Rx Share (SMSRC –Nov’Feb’22) CICLOPIROX OLAMINE (SHAMPOO) 20.6 42.9 100% 8X CIPLA LTD. 14.2 25.7 54% CWIN RANBAXY 4.1 121.0 27% CANDIDOX GLENMARK 1.6 54.0 10% CIVADERM AJANTA 0.7 211.9 9%

4. need gap analysis

5. Patient Journey –Seborrh Dermatitis Stages Awareness/ presentation Diagnosis/ referral Treatment Fulfilment Adherence/ Monitoring Home remedies OTC products Patches of greasy skin covered with flaky white or yellow scales or crust on the scalp Dermatologist /Derma Physician Diagnosis & staging Drug selection Ketoconazole Comb. or Selenium Sulphide Improvement in condition No Improvement in condition Switch to CPRX Maintenance therapy with regular follow ups Investigation of Hair & Scalp Unresolved Identify Major bottlenecks in patients’ journey Explore Leverage Points Optimal Resource Utilization Key Objectives

6. 1% Zinc Pyrithione (ZPTO) 1% to .5% Selenium sulfide 2% Ketoconazole 5% Coal tar + 2% Salicylic acid 0.1% and 0.03% Tacrolimus . Current Treatment Options Emerging Resistance due to Indiscriminate Use Less Penetration High MIC Dryness with Ketokonazole Treatment Failure / Relapse Limitations CPO penetrates Deep into the hair , and through the epidermis and hair follicles in the sebaceous glands, and dermis with a small portion remaining within the stratum corneum (reservoir effect) against m. Furfur CPO RESERVIOR Advantage Establishing the Treatment Need Gap

7. Identify Patient Segment Patient Suffering from Dandruff Prophylaxis of Dandruff Seborrhoeic Dermatitis in which the yeast Malassezia furfur is involved Identify the Right Patient Group Treatment Naïve Patient Non Responsive to other medicated Shampoo Relapse /Recurrent cases A) Segmentation: Identifying all possible patient segments Strategic Plan : Segmentation, Targeting and Positioning

8. Strategic Plan : Segmentation, Targeting and Positioning B) Targeting : Selecting the Right Customer Target Patient Segment Customers who treat target patient segments Treatment Naïve Patients Clinical Dermatologist Derma Physician Non Responsive to Current Medicated Shampoo Relapse or Recurrent Cases of Seborrhic Dermatitis & Dandruff

9. Features Low MIC against Reduce Itching % Scaling Anti-Fungal Anti-Bacterial Anti –Inflammatory Low Dryness Emotional Rational Effectively Treats Seborrhic Dermatitis Insights SMP: CICO provides Assured Clinical Resolution of Seborrhic Dermatitis Brand Portrait Wheel to derive ‘SMP’ Patient Dissatisfaction Recurrent / Relapse/ Daily Care Faster Resolution of Symptoms Reduces Pruritus &Scalp Itching Reduce Dryness Rich Lather CICO Shampoo Gives Source :May 25, 2022 10:33 ET | Source: Arcutis Bio therapeutics, Inc. Nationwide Survey of People with Seborrhea Dermatitis What CICO Shampoo Means ( User Physician/Patient) Doctor Trusted Responsible Patient Reliable for SD Bring Back the Confidence & Fun 1. Assured relief from SD 2. Secure / Peace of mind/Confidence 3. Delight(P)/No dilemma 4. Relaxed 5. Confident Outcome

10. Strategic Plan : Segmentation, Targeting and Positioning Brand Positioning Statement (BPS) In the Seborrheic Dermatitis & Dandruff CICO Shampoo delivers successful treatment outcome to the patients because of its international quality, Higher Penetration & Reservoir effect in Scalp Epidermis & Hair Follicle Brand Positioning Statement (BPS)

11. FY 2022-23 Qualitative Objective(s) CICO should become the most Preferred S hampoo for Treating Dandruff & Seborrhic Dermatitis & Dandruff Quantitative Sales Objective – 2 Cr Market Share – 5% Rx Share (SMSRC) -2% Rank -4 th BRAND MARKETING OBJECTIVES Brand Vision : Aspiration for what the brand could be at the height of it’s life cycle Source – Awacs Pharmatrac MAT March’22 & SMSRC Nov Feb’22

12. CICO Shampoo must provide the solution to two key parameters ( 1) Which are the most important customer will CICO Shampoo Satisfy (2)  How CICO is unique or MUCH better than what competitor offers Go-to-Market Brand Strategy (1/3)

13. Go-to-Market Brand Strategy (2/3) Target Customers Clinical Dermatologist / Derma Physician/ Patients Their Key Needs Doctors - Quality & Economy, Regular visit/reminder, Gifts/schemes Chemist - Discounts/schemes/gifts. Patients - Quality drug. Effective relief, easy availability, economy Primary Competitor Ketoconazole Shampoo In House Strength Brand equity among Dermatologist FF, Geographical coverage & distribution network (110 FF and about 3000+ Distributors) Strong presence in West & South What other "added value" strategies could help you develop differentiation Creating Brand Differentiation though scientific communication on Ciclpirox Shampoo Our Brand Vision To become 4 th Rank Brand in Ciclopirox Shmapoo Market with 5 % MS by 2023

14. Go-to-Market Brand Strategy (3/3) Target Customers: Clinical Dermatologist & Derma Physician Go-To-Market Brand Strategy P osition CICO Shampoo as the most TRUSTED brand in the management of Seborrheic Dermatitis that provides effective & safe solution. Target Customers: Retailers Go-To-Market Brand Strategy At retail level, position CICO Shampoo as a brand with high repeat demand, exciting benefits’ offerings. Target Customers: Patients Go-To-Market Brand Strategy At patients’ level position CICIO as a RELIABLE partner in the Management of SD and ensuring better Quality of Life & revive confidence among patient suffering from SD & Dandfruff Target Customers: People (internal FF) Go-To-Market Brand Strategy At Internal team level, positioning CICIO Shampoo as a PRIDE of each MR and infuse high level of momentum through recognition program till the brand achieves its first Milestone

15. Marketing Mix Element Marketing Mix Strategy Creating Brand Differentiation of Molecules by Targeting the Competing Molecules & Brands Focus on Strong hold markets Focus on building Rx & Value base in WB, Maharashtra & South India Markets Metro/ Mega cities of Strong hold zones Penetrative Strategy with decent Bonus offer in line with GC Focus on Spreadibility /Distribution of Primary billing among available channel “Say No to PINK” – 10 Potential Target (Ketoconazole) / Hq Drs for conversion & Nurture them Brand Advocate “Changing Trend in SD Management ” RTM / CME to establish ciclopirox superiority My Life without Dandruff” – Patients awareness programs My CICO My Pride - Reward & recognition for the best performances ( Monthly) Place Price Promotion Product People Marketing Mix Strategy

16. BRAND APR-22 MAY-22 JUN-22 JUL-22 AUG-22 SEP-22 OCT-22 NOV-22 DEC-22 JAN-23 FEB-23 MAR-23 CICO Shampoo (Actual Units) 4400 4400 4400 6600 8250 11000 13200 16500 16500 16500 11000 11000 No of TBM 110 110 110 110 110 110 110 110 110 110 110 110 PCPM Units 40 40 40 60 75 100 120 150 150 150 100 100 VALUE (L) 8.23 8.23 8.23 12.34 15.43 20.57 24.68 30.86 30.86 30.86 20.57 20.57 QUARTER 24.68 48.34 86.39 72.00 TOTAL PROJECTED SALES (L) 231 Sales & Projection

17. Brand P & L   CICO Shampoo FY-2022-23       Particulars Q1 Q2 Q3 Q4 TOTAL E/S   Projected Sales (at PTR) value in Lakh 24.68 48.34 86.39 72.00 231.41   A Samples units (Per Rep) 60 60 60 60 240.00   Samples Cost 2.31 2.31 2.31 2.31 9.24 4% Visual aid 0.55   0.55   1.10   Literatures 1.25 1.50 2.50 2.50 7.75   Print Total 1.80 1.50 3.05 2.50 8.85 4% Gifts Total 1.00 1.00 1.50 1.00 4.50 2% Total promotional expenses 5.11 4.81 6.86 5.81 22.59 10% B Trade offers 1.00 1.00 1.00 1.00 4.00 2% C Incentives 1.25 1.25 1.25 1.25 5.00 2% D Others - contingency   1.00 1.00 1.00 3.00 1% Total Expense (A+B+C+D) 6.11 6.81 8.86 7.81 29.59 13%

18. Thank You