Brand Name & Punch Line

INGREDIENTS Vitamin A Vitamin D3 Thiamin Mononitrate Riboflavin I.P Pyridoxine Hcl IP Mecobalamin Niacinamide Calcium Pantothenate IP (vitamin B5) vitamin C (Ascorbic acid) Vitamin E Biotin Magnesium Copper Zinc Molybdenum Selenium Chromium Lutein (10%) Folic acid Zeaxanthin

QTY. 5000 IU 400 IU 5 MG 5 MG 1.5 MG 500 MCG 50 MG 10 MG 75 MG 25 mg 150 MCG 30 mg 0.55 mg 21 mg 11 mcg 37 mcg 32 mcg 6 mg 1.5 mg 300 mcg

Composition

PACK SIZE SALES PACK THERAPY PACK CASE LOT PTS 31.45

: 3 x10s :1 x 6s : 100 PTR 34.94 MRP 50 INR

Therapeutic category
Anti oxidants, Multivitamin, Multi Mineral & Mecobalamin Tablets.

Mode of action
Sr. No 1. 2. 3. 4. 5. 6. 7. 8. 9 10. 11. 12. 13. 14. 15. 16. 17. 18. INGREDIENTS Vit. A Methylcobalamin Ascorbic Acid (as coated) Vitamin E (as acetate) Vitamin D3 Folic acid Biotin Thiamine mono nitrate Riboflavin Niacin amide Pyridoxine Hcl IP Calcium Pantothenate L Glutamic acid Chromium Picolinate Selenium (as sodium selinate) Zinc Sulphate Copper Sulphate Manganese Sulphate FUNCTIONS It is needed for new cell growth, healthy skin, hair, tissues & vision in dim light It is used in the treatment of Peripheral neuropathy, Diabetic Neuropathy. Improves cognitive functions. It is an anti oxidant needed for the formation of collagen to hold the cells together & for healthy teeth, gums & blood vessels , improves iron absorption & resistance to infections. Protects RBCs and helps prevent the destruction of Vit. A &C . Essential for normal reproductive functions , fertility & physical vigor. To maintain the normal calcium and phosphorous levels in the body hence helps to build strong bones, teeth and nails. Promotes normal digestion , essential for development of RBCs. Vital role in carbohydrate , fat , amino acid and protein synthesis. Helps the nervous system to function properly and necessary for optimal brain functions. Essential for energy metabolism , building tissues & helps maintain good vision. Acts as a component of the co-enzyme in oxidative reaction . Improves mental function. Helps to improve the metabolic function. Carbohydrate, fat & Protein metabolism. Maintain the functions of nervous system. Production of steroid hormones. Only means by which ammonia in the brain can be detoxified. Improves mental capacity and used in the treatment of various diseases related to nervous system. Keeps body metabolism healthy and improves cognitive functions in elderly Protects the beta cells. Prevents oxidative stress hence prevents damage to cell structures. Improves immunity Functions in the body as an enzyme co-factor, formation of hemoglobin & RBCs , protein metabolism, synthesis of phospholipids, Vitamin C oxidation, production of elastin & formation of RNA. Prevention of cell damage Sugar metabolism. Acts as an anti oxidant which stimulates many enzymes. Anti oxidant. Important role in normal body functions. Ensures normal biochemical reactions of the body. Prevents LDL Oxidation & Reduces chances of Atherosclerosis.

19. 20. 21.

Sodium Molybdate Magnesium oxide IP 10 mg Lutein/Zeazanthin

Indications Antioxidant Nutritional supplement : In Ageing , cardiovascular diseases & diabetes. Peripheral neuropathy General weakness For enhancement of immunity

Dosage & Administration

Adult : 1 Tablet once daily

MARKET ANALYSIS
THERAPY AREA MULTIVIT.WITH MINERAL OTH. MULTIVIT.-MIN. VALUE (INR Cr.) 492 341 % VALUE GROWTH 22.55 23.56 MS % 88.57 69.36

MARKET ANALYSIS FOR TOP 5 COMPETITORS

BRANDS Company MRP PACK ValueMAT(Crores) Apr-12 A TO Z NS - ALK RICONIA - RBX ALKEM RANBAXY LABORATORIES LTD 57 15 10 67 15 SHIELD 60 92.5 ABBOTT HEALTHCARE PVT. LTD 10 10 10 16.93 15 129 ZINCOVIT - APE APEX LABORATORIES LTD. 33 64.5 30 10 11.69 15 21.83 1.49% 2.79% -62.17% 3.1279 32.19 0.0324 0.40% 4.11% 0.00% 1.28% 14.07% 21.89 0.4076 2.9823 1.3492 0.0707 MarketShare Apr-12 2.80% 0.05% 0.38% 0.17% 0.01% GrowthRate Apr-12 27.45% 23.00% -36.41% -4.53% -55.82%

RUDIMIN - SPL

SUPRADYN - PHC

Customer Selection

GP, 5

GP CP, 10 TOTAL, 25 CP GYN

SURG
TOTAL

GYN, 5
SURG, 5

Mar, 86703 Apr, 92495 Feb, 90355 May, 80140

Jan, 94428
Dec, 96237 Nov, 107292 Oct, 111375

June, 103343
July, 114649 Aug, 129007 Sept, 127625

SALE FORECAST Apr 2012 to March 2013(In Units)

Expected (YPM)Brilia Tablets(2012-13)

Mar, Apr, Feb, 127 136 132 Jan, 138 Dec, 141 Nov, 157 Oct, 163

May, 117

June, 151

July, 168
Aug, 189 Sept, 187

VITAMIN A VITAMIN D3 VITAMIN E VITAMIN B1 VITAMIN B2 VITAMIN B6 (PYRIDOXINE) VITAMIN B12 D-PANTHENOL NIACINAMIDE LYSINE MONO Hcl FOLIC ACID ZINC SULPHATE COPPER POTASSIUM

1250 IU 100 IU 2.5 IU 0.75 MG 0.75 MG 0.5 MG 0.5 MCG 1.2 MG 7.5 MG 25 MG 150 MCG 22.2 MG 100 MCG 50 MCG

Composition

GLUTAMIC ACID

50 MG

PACK SIZE SALES PACK : 1 X 200 ml SALES PACK : 1 X 100ml CASE LOT (100 ml) : 66 CASE LOT (200 ml) : 44 THERAPY PACK : 100 ml PTS 30.81/56.59 PTR 34.23/62.88 MRP(100/200 ml) 49/90 INR

Therapeutic category
Multivitamin, Multi Mineral with Zinc

Mode of action :
Sr. No INGREDIENTS 1. Vit. A 2. 3. Methylcobalamin IP Ascorbic Acid (as coated) IP FUNCTIONS It is needed for new cell growth, healthy skin, hair, tissues & vision in dim light It is used in the treatment of Peripheral neuropathy, Diabetic Neuropathy. Improves cognitive functions. It is an anti oxidant needed for the formation of collagen to hold the cells together & for healthy teeth, gums & blood vessels , improves iron absorption & resistance to infections.

4.
5. 6. 7. 8. 9 10. 11. 13.

Vitamin E (as acetate) IP

Vitamin D3 IP Folic acid IP Biotin USP Thiamine mono nitrate IP Riboflavin IP Niacin amide IP Pyridoxine Hcl IP L Glutamic acid BP

Protects RBCs and helps prevent the destruction of Vit. A &C . Essential for normal reproductive functions , fertility & physical vigor. To maintain the normal calcium and phosphorous levels in the body hence helps to build strong bones, teeth and nails. Promotes normal digestion , essential for development of RBCs. Vital role in carbohydrate , fat , amino acid and protein synthesis. Helps the nervous system to function properly and necessary for optimal brain functions.
Essential for energy metabolism , building tissues & helps maintain good vision. Acts as a component of the co-enzyme in oxidative reaction . Improves mental function.

14. 15. 16. 17.

Helps to improve the metabolic function. Only means by which ammonia in the brain can be detoxified. Improves mental capacity and used in the treatment of various diseases related to nervous system. Chromium Picolinate USP Keeps body metabolism healthy and improves cognitive functions in elderly Selenium (as sodium selenite) Protects the beta cells. USP Prevents oxidative stress hence prevents damage to cell structures. Zinc Sulphate IP Improves immunity Copper Sulphate BP Functions in the body as an enzyme co-factor, formation of hemoglobin & RBCs , protein metabolism, synthesis of phospholipids, Vitamin C oxidation, production of elastin & formation of RNA.

Indications General health supplement Convalescence Post menopause Post Surgery Pregnancy & lactation Supplement to antibiotics Stress

Dosage & Administration Adult : 5 ml(1 teaspoonful) twice daily

MARKET ANALYSIS
THERAPY AREA VALUE (INR Cr.) % VALUE GROWTH MS %

MULTIVIT.WITH MINERALS

492

22.55

100.00

MARKET ANALYSIS FOR TOP 5 COMPETITORS

BRAND APPROX. VALUE (INR Cr.) % VALUE GROWTH MS%

ZINCOVIT SYRUP BEVON SYRUP A TO Z NS SYRUP BENEFICIALE SYP

43 17 14 2

19.99 28.78 24.73 48.05

60.37 57.09 23.72 18.35

COMPETITOR PRICE DETAILS

Product Rudimin syrup Bevon syrup A to Z NS Beneficiale Zincovit syrup Pack size 200 ml 100 ml 100 ml 200 ml 200 ml Price (Rs.) 85.00 52.90 47.00 97.90 84.50 Mfg . Date Aug 2011 Jan 2011 Jan 2011 May 2011 June 2011 Expiry Date June 2012 Oct 2012 -

Target Customers

GP, 6 Total, 15 CP, 4 SURG, 2 GYN, 3

Expected Sales of Brilia Liquid100ml(InUnits)2012-13

Mar, 29667 Apr, 31563 May, 27319 June, 35315 July, 39203 Aug, 44043 Sept, 43599

Feb, 30891 Jan, 32171 Dec, 32700 Nov, 36557

Oct, 37808

Expected YPM For Brilia 100ml

Mar, 43
Feb, 45 Apr, 46 May, 40 June, 51 Jan, 47 Dec, 48 Nov, 53 Oct, 55 Sept, 64 July, 57 Aug, 64

Expected Sales of Brilia Liquid 200ml(InUnits)

Mar, 35464

Apr, 37620 May, 32595

June, 42020

Feb, 36783
Jan, 38355

Dec, 39152

July, 46590

Nov, 43618 Oct, 45126

Sept, 51860

Aug, 52309

Expected YPM For Brilia 200ml

Feb, 54
Mar, 52 Apr, 55

May, 47
June, 61

Jan, 56 Dec, 57 Nov, 64 Oct, 66 Sept, 76 July, 68 Aug, 76

Composition
Ingredients
Lysine Hydrochloride Lactoferrin Vitamin C Vitamin B3 Vitamin E Vitamin B5 Vitamin B2 Vitamin B6 Vitamin B1 Vitamin A Vitamin D3 Biotin Ferrous Gluconate Potassium Iodide Manganese Chloride Sodium Molybdate Zinc

Qty. 18 mg

1.5 mg
20 mg 4.0 mg 2.0 mg

1.5 mg
0.4 mg 0.4 mg 0.3 mg

345 mcg
5 mcg 5 mcg 0.4 mg 110 mcg 3 mcg 2 mcg 40 mcg

PACK SIZE SALES PACK THERAPY PACK CASE LOT PTS 20.75

: 15 ml : 15 ml : 110 PTR 23.06

MRP
33 INR

Therapeutic category
Multivitamin, Multi Mineral & Lysine drops

Indications Vitamins & Mineral deficiency Nutritional disorders due to inadequate diet For maintenance of normal growth &heath during early period of infancy& childhood.

Dosage & Administration

For children below 1 year: 1 ml daily For children above 1 year : 1 ml twice a day.

MARKET ANALYSIS FOR TOP 3 COMPETITORS

ValueMAT Brand ZINCOVIT Company APEX LABORATORIES LTD. MRP 37.3 16.75 Apr-12

MarketShare Apr-12

GrowthRate Apr-12

2.14%

23.04%

A TO Z NS BEVON - ZUV

ALKEM LABORATORIES LTD.

ZUVENTUS HEALTHCARE LTD

25
3.7031 27.65 3.0042 0.47% 0.38% 27.82% 23.46%

Target customers For Brilia Drops

CP, 4

GP, 5 Total, 15

PED, 6

Expected Sales of Brilia Drops (In Units) 2012-2013

Mar, 31169 Feb, 32377 Jan, 33753 Dec, 34373 Nov, 38292 Oct, 39640 Sep, 45654

Apr, 33107

May, 28691 June, 36987

Jul, 41044

Aug, 46109

Expected YPM For Brilia Drops

Feb, 47
Mar, 45 Apr, 48 May, 42 June, 54 Jan, 49 Dec, 50 Nov, 56 Oct, 58 Sep, 67 Jul, 60 Aug, 67

Sales Score card Brilia Group Apr2012

Month
April(Units)Trgt

Brillia Tabs

Briliia 100ml Brillia 200 ml Brillia Drops Value(Lakhs)

92495
28569 63926 30.88707498

31563
14587 16976

37620
8892 28728

33107
8940 24167 27.0033528

20.526

Achieved(Units)

Difference

Percentage

46.2155055 23.63636364

Sales Score card Brilia Group May-2012

Month

Brillia Tabs May(Units)Trgt 80140 Achieved(Units) 9895

Difference

Briliia 100ml Brillia 200 ml Brillia Drops Value(Lakhs) 27319 32595 28691 5185 2365 12698

70245
12.34

22134
18.97

30230
7.25

15993
44.25 Till 24 May

Percentage

Target For the year 2012-13

8.65 Crores

Campaigns /Communication
The teaser campaign was of 5 teaser LBLs.
1. Pre Launch teaser 1: Guess what is coming? 2. Pre Launch teaser 2: B stands out. 3. Launch Teaser LBL : Tired of writing other brands. 4. Post Launch Teaser 1 : Think Brand . Ink Brilia. 5. Post Launch Teaser 2 : Zinc makes you think. Ink Brilia.

PRE LAUNCH TEASER LBL SERIES-I (15th November to 30th November)

PRE LAUNCH TEASER LBL SERIES-II (1st December to 15th December)

TIRED OF OTHER BRANDS, LAUNCH LBL (15th December onwards)

THINK BRAND. INK BRILIA POSTLAUNCH LBL (January 2012)

150/SO

150/SO

ZINC MAKES YOU THINK POSTLAUNCH LBL (February 2012)

150/SO

150/SO

Launch Gift Reebok made for each other watch set

Total number of doctors to be selected for Reebok couple watches 10 Doc/SO Total number of watches - 10/SO

Visual Aid Communication(Launch)

Visual Aid Communication(CYCLE-1-BLOCK-1-APRIL-MAY 2012)

BRILIA-HEALTH AND FITNESS MANTRA BOOKLET-SERIES -1 (YOGA AND GOOD FOOD FOR HEALTH & FITNESS)

(CYCLE-1-BLOCK-1-APRIL-MAY 2012)
25/SO FRONT AND BACK SIDE

BRILIA HEALTH & NUTRITION DAY CARD FOR MAAZA DRINK ACTIVITY:

7/SO

(CYCLE-1-BLOCK-1-APRIL-MAY 2012)

FRONTSIDE

BRILIA GIFT: WALLET FOR MEN

(CYCLE I- BLOCK 2-June-July 2012) 10/SO

Brilia Tablet LBL(Proposed)

Back Side

Brilia Liquid LBL

BackSide

Brilia Drop LBL

Back Side

Input Planned

Lookalike Brilia smiley acupressure ball.

SPECIAL CAMPAIGNS
Sr.No Name of the Campaign Activity/Gift Planned Brilia Day Maaza 7 doctors per SO Brilia Day - Snickers nutritious bar to 5 doctors per SO Brilia Day - Dry Fruits packet to 5 doctors per SO Brilia Day - Badam milk to 5 doctors per SO Reebok T-Shirts Reebok Eye Gear Reebok Shoes Reebok Track Suit Time Period (Cycle) Total Qty Cost per Unit 12 Total Value (Rs.)

Healthy Day campaign

April-June 2012

9520

114240.00

Healthy Day campaign

July-Sept 2012

9750

35

341,250.00

3 4 5 6 7 8 9*

Healthy Day campaign Healthy Day campaign Brilia Sports & Fitness Series-1 Brilia Sports & Fitness Series-2 Brilia Sports & Fitness Series-3 Brilia Sports & Fitness Series-4 Brilia Solve The puzzle campaign

Oct-Dec 2012 Jan-Mar 2013 April-June 2012 July-Sept 2012 Oct-Dec 2012 Jan-Mar 2013

9750 9750 6500 6500 6500 6500

100 20 300 500 700 1000

975,000.00 195,000.00 1,950,000.00 3,250,000.00 4,550,000.00 6,500,000.00

LBL/Stress ball/100/SO

July-Aug 2012

68000

15

1108400

THANK YOU