Baby Zinc Marketing Plan

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(No Transcript)
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Manufacturing, Marketing Distribution of Baby
Zinc in Diarrhoea Management for Children under 5
in Bangladesh
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Presented by-Md. Rafiqul IslamDirector
Marketing SalesThe ACME Laboratories Ltd.
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MDG (Millennium Development Goal) 4
Objective To reduce by two-thirds child
mortality under five, by 2015
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Childhood Deaths in Bangladesh
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Causes of Child Death under Five in Bangladesh
(in 2004)
ARI and Diarrhoea are the main causes of child
death under 5 years in Bangladesh.
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Worldwide Under-Five Mortality
Rate/1000, 1990-2003
Source United Nations Statistics Division,
World and regional trends
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Worldwide Causes of Death in Children Under-Five,
2000-2003
More than half of these deaths are associated
with malnutrition
Source United Nations Statistics Division,
World and regional trends
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SUZY - Scaling Up Zinc treatment for Young
children with diarrhoea in Bangladesh
(A project funded by the Bill and Melinda Gates
Foundation)
According to ICDDR,B diarrhoea remains a leading
cause of morbidity and mortality in developing
countries, killing nearly 2 million children
every year.
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SUZY - Scaling Up Zinc treatment for Young
children with diarrhoea in Bangladesh
(A project funded by the Bill and Melinda Gates
Foundation)
Research has shown that zinc provides a very
effective treatment for diarrhoea among children
under five years of age.
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Why ICDDR,B and its Partners are Engaged in this
Innovative Project
For the first time, SUZY project provides zinc
treatment for diarrhoea on a large scale,
targeting the entire under-five-year-old
population of Bangladesh. It has been estimated
that zinc treatment could save the lives of
30,000 to 75,000 children per year in Bangladesh
alone.
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Why ICDDR,B and its Partners are Engaged in this
Innovative Project
On a global scale, the addition of zinc treatment
to the management of childhood diarrhoea could
save the lives of almost 4,00,000 children each
year.
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A Small History of Our Project Partners
ICDDR,B is the implementing and coordinating
agency of the "Scaling Up Zinc treatment for
Young children with diarrhoea" (SUZY) Project.
The Bill and Melinda Gates Foundation generously
provides fund for the zinc scaling up activities.
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A Small History of Our Project Partners
Nutriset, a French company has developed the
technology to produce a dispersible zinc tablet
in collaboration with the Rodael
Pharmaceuticals. Ministry of Health and Family
Welfare (MOHFW) distributes zinc tablets through
its primary health care delivery system in
assistance with the distribution system of ACME.
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A Small History of Our Project Partners
The ACME Laboratories Ltd, the second largest
Bangladeshi pharmaceutical company is producing
and marketing the zinc tablet formulation under
the brand name Baby Zinc. Dhansiri Media
Production House is conducting the mass media
campaign for scaling up zinc for the treatment of
diarrhoea in children under 5 years.
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Technology Transfer Zinc Tablet Production
The formulation of dispersible tablets containing
20 mg Zinc Sulfate was jointly developed by two
French companies Rodael Laboratories and Nutriset
Ltd. ICDDR,B through the SUZY Project, purchased
the patent license from Nutriset for Bangladesh
and subcontracted the technology to the ACME
Laboratories Limited. Under the agreement,
ICDDR,B became the sole owner of the patent.
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Picture of Agreement Signing Ceremony
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Technology Transfer Zinc Tablet Production
Another confidentiality agreement was signed
between Nutriset and ACME paving the way for
planned technology transfer in fall 2006. A
delegation came to check the quality of zinc
dispersible tablet produced by ACME and
finally Baby Zinc tablets were launched on
November 23, 2006.
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Launching of Baby Zinc
In an unprecedented partnership between public
health and business in Bangladesh, The ACME
Laboratories Ltd, Dhansiri and ICDDR,B launched
Baby Zinc on 23 November 2006 at Bangladesh-China
Friendship Conference Center in Dhaka. National
Professor Dr. MR Khan was present as chief guest
renowned vocalist Runa Laila who is also a
spokeperson of the UNAIDS in Bangladesh against
HIV/AIDS, was present in the program as the guest
of honor.
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Photograph of Launching Program
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Product Development Stability Test
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Quarantine Area
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Release of Raw Materials
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Warehouse
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Quality Control Microbiological Assay
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Quality Control Microbiological Assay
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Raw Material Dispensing
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Production Process
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Production Process
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Packaging
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Store of Finished Products
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Product Presentation
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Promotional Activity
Product detailing
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Promotional Tools
Physician Sample
Literature
Poster
Sticker
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Promotional Tools
Bus Branding (Outside Dhaka)
Billboard - 1
Bus Branding (Inside Dhaka)
Billboard -2
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Promotional Tools
Press Ad - 1
Press Ad - 2
Press Ad - 3
Press Ad - 4
Press Ad - 5
Press Ad - 6
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The Advantages of Blister Pack Over Syrup

• Less than one-half the cost
• Lightweight and easy to distribute
• Unique formulation that can be
• identified as a diarrhoea medication
• Easier to know how many doses have
• been given

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Our Distribution System

• We have 18 sales centers throughout the country
  to ensure smooth distribution.
• 1119 FPs (964 MRs 131 AMs 24 RSMs) 515 SRs
  are involved in distribution sales.
• Direct sales to both Wholesalers and Retailers.
• Special emphasis on direct coverage of rural
  pharmacy and non-pharmacies to ensure desired
  penetration.
• Coverage of NGOs/Institutions.

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Our Distribution System
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Process of Distribution
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Promotional Program

• Divisional Launching Program
• Scientific Seminar
• PC Conference
• Courtyard Meeting
• Folk Song
• Radio Program
• TV Health Show

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Sales Status (23rd November 2006 to 20th
February 2007)
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Growth (23rd November 2006 to February 2007)
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Future Goal
Projected Awareness of Baby Zinc
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Last but not the least, given an opportunity, we
look forward to be partners with ICDDR,B across
the border to curve the mortality rate of the
children in compliance with MDG 4 globally.
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Thank you