Hair Care Densyl P Launch Plan PPT.pptx

Hair Care products Launch Plan

1. Launch Plan

2. CONTENT Hair Care Market Analysis – IMS Representive Market analysis Competitor Market Analysis Launching of New Brand Objective Product Fact File Launch Strategy Marketing strategy & Imperatives Incentive Plan

3. PREVALENCE IN INDIA 29% 63% Are suffering from hair loss HAIR LOSS CAUSES SARS Covid - 19 Malnutrition Oxidative Stress Hormonal Disbalance Hereditary Pollution/ Stress Medical Conditions

4. Hair Care Market External Analysis Sales IQVIA : MAT TSA & MEDICAL AUDIT Sep’21

5. Total Hair Care market is of 929.7 CR with 26.4% Growth Market is dominated by Minoxidil & Nutritional Supplement with value of 213 & 165 crore respectively Hair Nutritional Supplement & Biotin Combinations together contribute 217 CR. SUBGROUP MAT SEP'20 MAT SEP'21 OTH HAIR CARE PREPS. 174.4 226.2 MINOXIDIL 166.0 213.1 HAIR NUTRITION SUPPLEMENT 119.8 165.0 FINASTERIDE+ MINOX.&COM. 57.1 76.5 VITAMIN K AND OTHERS 47.7 59.8 FINASTERIDE + TAMSULOSIN 57.3 56.6 BIOTIN AND COMB. 38.6 52.3 MINOCYCLINE 29.0 34.1 FINASTERIDE 16.7 19.8 AMINEXIL + MINOXIDIL 18.3 14.8 FINASTERIDE 10.9 11.5 AMINOPHYLLINE & COMB. 0.0 0.0 Grand Total 735.7 929.7

6. Total market for GLA & Biotin combination is of 180 Cr with growth of 45% Densyl composition having market of 119.6 Cr with growth of 50% Densyl composition is majorly prescribed by Dermatologist & GP- Derma for Hair Loss treatment Representive Market – GLA + Biotin Sub Group MAT SEP'20 MAT SEP'21 BIOTIN AND COMB. 37.0 50.1 OTH HAIR CARE PREPS. 6.6 10.0 HAIR NUTRITION SUPPLEMENT 80.7 119.6 Grand Total 124.3 179.8 Densyl’s Composition

7. Competitor Analysis Market is dominated by KERAGLO With Value of Rs. 35 Cr Top 3 brands contributes a value Rs. 91.5 Cr & share of more than 65% from the total market. Major Competitors are Keraglo ( Ipca) & Follihair range ( Abbott) BRAND COMPANY MAT VAL MAY 21 GR in % MS in % KERAGLO IPCA LABORATORIES PVT LTD. 35.1 35.0 25% NEW FOLLIHAIR ABBOTT HEALTHCARE PVT. LTD 31 22.0 22% FOLLIHAIR ABBOTT HEALTHCARE PVT. LTD 25.4 93.9 18% BTN ZYDUS CADILA - ZHL 9.1 8.3 6% BTN ULTRA ZYDUS CADILA - ZHL 7.7 35.1 5% VB7 HAIR INTAS PHARMACEUTICALS LTD 7.1 12.7 5% KERABOOST GLOWDERMA 4.9 11.4 3% TRICHOTON FORTE MED MANOR ORGANICS PVT LTD. 2.9 0.0 2% H VIT SYSTOPIC LABORATORIES LTD-MEM 2.9 31.8 2% HAIRGRO FOURRTS INDIA LABORATORIES PVT. LTD 2.5 47.1 2% RENOCIA ALKEM LABORATORIES LTD. 2.2 15.8 2% Grand Total 142.9 30.6 100%

8. SWOT Analysis STRENGTH Benefits of Borage oil ISB Collaboration Added benefits of Biotin WEAKNESS MRP is high in comparison to Competitor OPPORTUNITY Market is growing by 50% & we can grab the good market share. Our Composition is something new and innovative to target our customer THREAT Lots of new hair care tablets launched after Covid pandemic Establish Brands also launching SKUs

9. Densyl’s Competitor Insights BRAND COMPANY MRP Packing Composition C ommunication Points KERAGLO IPCA LABORATORIES PVT LTD. 225 1*10 Gamma-Linolenic acid, Multivitamins, Multi minerals It helps to normalize the hair growth cycle, Enhances the quality of hair, Helps to reduce hair fall NEW FOLLIHAIR ABBOTT HEALTHCARE PVT. LTD 331 1*15 Amino Acids, Vitamins, Minerals, Biotin Encourage the growth of new hair and reduces hair fall Prevents hair loss and reinforces the hair from roots Treat grey hair and nurtures hair follicle Strengthens the hair from the roots and makes them healthy and strong FOLLIHAIR A ABBOTT HEALTHCARE PVT. LTD 232 1*10 Vitamin Minerals Botanical Extracts Soya Isoflavones Melatonin Vital amino acid helps in the production of the powerful antioxidant glutathione Acts as an antioxidant that helps to protect the hair follicles from oxidative stress Melatonin helps in improving hair health and growth BTN ULTRA ZYDUS CADILA - ZHL 214 1*10 Biotin, Calcium pantothenate, Copper, Selenium, Zinc Necessary for the prevention of excessive hair loss. Potent anti-oxidant provides protection to the hair follicle, and facilitate longer hair growth. Helps in the prevention of hair loss. VB7 HAIR INTAS PHARMACEUTICALS LTD 175 1*10 Biotin, Vitamins, Minerals Amino acids Natural extracts It works within the scalp and increase the hair growth It boosts the growth of hair, improves the development of healthy hair cells, strengthen follicles, and add shine to hair. This leads to thicker and stronger hair

10. Densyl’s Competitor Insights - Packshots

11. INTRODUCING A Solution for Hair Loss

12. Enhance Hair Growth & Density

13. Objective for Launch To establish our presence in Hair care market as Advance hair growth support brand To gain the market share and achieve top ten position in targeted market

14. Product Fact File - Composition Borage Oil 20% Containing GLA, N Acetyl L-cysteine, Vitamin B3, Biotin, Grape Seed Extract, Green Tea Extract, Choline Bitartrate, Zinc, Inositol, Copper, Selenium MRP: 240/- Per Strip

15. Dosage : One tablet in a day Indications: Improves Hair Density Prolong Anagen Phase Protects & Activates Hair Follicles Battling Scalp Irritations Enhance Hair Growth Product Fact File – Dosage & Indications

16. aunch Strategy

17. Molecule Fit – Product portfolio The molecular combination is fit in our product portfolio where it will be promoted purely across specialty Dermatologist GP - Derma

18. Brand strategy drivers – Segmentation, Targeting, Positioning Segment of doctors Targeting Positioning Statement Key Communication Points USP Target Drs/KAE Exposure Drs Indication Dermatologist ( 35) 15 20 Improves Hair Density Prolong Anagen Phase Protects & Activates hair follicles Battling scalp irritations Enhance Hair Growth   Enhance Hair Growth & Density Advanced Hair Growth Support     Borage oil is extracted by Cold pressed technology GLA helps to reduce Telogen percentage Improve Hair density in 62% patient within 3 months Cold Pressed technology In technical collaboration with ISB London Natural Ingredients – No side Effect GP – Derma ( 15) 5 10

19. PRE - LAUNCH STRATEGY First Launch Billing date : 31 st Dec 2021 50 Strips / TBM Digital Teaser for Doctor Duration: 15 th Dec 2021 Frequency : Once Digital Teaser for Chemist Duration: 15 th Dec 2021 Frequency : Once POB Drive Campaign

20. Digital - Teaser

21. POB Drive Activity & RCPA Objective of Campaign : To establish our brand in covered market & to ensure brand availability at chemist. Duration : Dec’21-Jan’22 Selection Criteria: 20 Chemist for Each TBM ( Chemist should be nearby to targeted Dr’s) Availability of New Brands : Dermpix Division S. No. Name of TBM Name of AM Name of RM Depot Location Name of Chemist Location of Chemist Units (1x10) to be Made Available Name of Stockist Densyl (To be made available from) 1                 2                 3                 4                 5                

22. Retailer Activity - Supportive Bonus Offer – Show Card Bonus Offer – For Chemists Bonus offer for Chemist (on first bill) 5 Strips + 1 Strip

23. Key Strategic Imperatives SI Element Strategic Imperative Statement KOL engagement To design tailor-made customer engagement programs to consolidate business from core & potential prescribers – Discount Coupon Activity Chemist Engagement To design tailor-made customer engagement programs to consolidate business from potential retailers – POB Drive activity Innovative scientific initiatives To create a differential brand image among prescribers by providing The futuristic view of “Advanced Hair Growth Support ” Medical Inputs & Marketing Communication To develop in-clinic touch points that establish Densyl as the preferred brand in treatment decision protocol for Hair Loss Retailer Program Seasonal Bonus Offers & Inputs

24. LAUNCH STRATEGY 3. Discount Coupon Activity Qty: 10 DC/Dr./ Month for 10Dr/TBM Duration: Jan’22 to Mar’22 1. Launch gift for doctor : PEN Qty : 20/TBM/Month Duration : Jan’22 to June’22 2. Poster for Doctor Theme : 1. Advanced Hair Growth Support 2. Post - Covid Impact on Hair Loss 3. Role of Borage oil in Hair Growth Qty : 20/TBM/Bi-monthly Duration: Jan’22 to Jun’22

25. Discount Coupon Activity Objective of Campaign: To establish our brand in covered market & to ensure Rx from Doctor. Duration : Jan’22-Mar’22 Selection Criteria: 10 Doctors for Each KAE Specialty: Dermatologist & GP-Derma Input : 10 Discount Coupons for each doctor per Month Calculation: 10 Dr’s * 10 Rx * 1 strip = 100 strip/Month Discount Coupon Image

26. In this we will provide the Brand Discount Coupons (with 20% Discount) cards to the doctor. Doctor will give this coupon to the patients, which he/she will show to chemist and take discount on Densyl strip. Patient detail with Doctor’s sign & stamp will written on back side of coupons before giving to chemist TBM will collect the discount coupon from Chemist or reimburse the same through stockiest. Discount Coupon Activity

27. Communication strategy – LBL COMMUNICATION STRATEGY

28. Communication strategy – LBL

29. Incentive Plan

30. POB Incentive Minimum POB: 10 Strips/ chemist Minimum No. of Chemist to Qualify : 10 Incentive Amount: 5Rs./Strip Incentive Calculation: No. of Total Strip*5Rs. Ex. 200*5 = 1000/- T&C : Maximum 20 Chemist POB is allowed Chemist attached /Near to targeted Doctor will be consider)

31. YPM Incentives Densyl Brand Ambassador Densyl Regional Rockstar Densyl Warriors

32. Densyl Brand Ambassador Title - Densyl Brand Ambassador Only one in Zone Min PCPM 100 strip (Jan-Mar) Topper in Zone Incentive Value : 10 Rs per Strip The face of winner will be used in every official communication of Densyl as an Brand Ambassador Calculation: No. of total Strips * 10Rs Ex. 300*10 = 3000/-

33. Densyl Regional Rockstar Title – Densyl Regional Rockstar One in each Region ( RM Team) Min. qualifying PCPM 90 strip (Jan-Mar) Topper in RSM team Incentive Value : 8 Rs per strip Calculation: No. of total Strips * 8Rs Ex. 270*8 = 2160/-

34. Densyl Warriors Title – Densyl Warriors Min PCPM 80 strip (Jan-Mar) For Everyone (No limit) Incentive Value : 7 Rs/strip Calculation: No. of total Strips * 7Rs Ex. 240*7 = 1680/-

35. Final Incentive Calculation POB Incentive: No. of Total Strip*5Rs. Ex. 200*5 = 1000/- PCPM Incentive: 1.Densyl Brand Ambassador No. of total Strips * 10Rs Ex. 300*10 = 3000/- 2.Densyl Regional Rockstar No. of total Strips * 8Rs Ex. 270*8 = 2160/- 3.Densyl Warriors No. of total Strips * 7Rs Ex. 240*6 = 1680/-

36. Eligibility For POB Incentive 1. Minimum 10 units POB from minimum 10 chemists 2. No saleable good returns before 6 month, In case of saleable return Incentive amount will deduct from expense. For PCPM Incentive 1. One TBM will only eligible for any one Incentive Criteria out of 3 PCPM incentives. 2. No saleable good returns before 6 month, In case of saleable return Incentive amount will deduct from expense.