session 10 - case analysis nutricia pharmaceutical

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Nutricia Pharmaceuticals - Case Analysis

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SDM Case Study

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Page 1: Session 10 - Case Analysis Nutricia Pharmaceutical

Nutricia Pharmaceuticals- Case Analysis

Page 2: Session 10 - Case Analysis Nutricia Pharmaceutical

Share of Voice Method

KSA

Current Number of Reps - Nutricia 39Market Share - Nutricia 10.1%Current Number of Reps - Industry 386Target Market Share - Nutricia 15%Additional Reps Required - Nutricia 22

UAE

Current Number of Reps - Nutricia 3Market Share - Nutricia 9.7%Current Number of Reps - Industry 31Target Market Share - Nutricia 15%Additional Reps Required - Nutricia 2

Page 3: Session 10 - Case Analysis Nutricia Pharmaceutical

Corporate Method - KSA

Annual Visits Possible per Rep

Number of Visits per Hour 2Number of Hours for Visit per day 7Number of days per week 5Number of Working Weeks 48

Total Number of Visits per Rep in a Year 3360

Total InfluencersTotal Pediatricians 2296Total Number of Doctors 37626Total Lactation Nurses 5700

Total Influencers to be Covered

Number of Pediatricians to be Covered 1607Number of Doctors to be Covered 18813Number of Lactation Nurses to be Covered 2850

Total Visits to be Made Annually

Number of Visits to be made to Pediatricians 19286Number of Visits to be made to Doctors 169317Number of Visits to be made to Pediatricians 17100Total Number of Visits to be made 205703

RequirementRequired number of Reps 61Additional Reps Required 22

Page 4: Session 10 - Case Analysis Nutricia Pharmaceutical

Corporate Method - UAE

Annual Visits Possible per Rep

Number of Visits per Hour 2Number of Hours for Visit per day 7Number of days per week 5Number of Working Weeks 48

Total Number of Visits per Rep in a Year 3360

Total InfluencersTotal Pediatricians 471Total Number of Doctors 3930Total Lactation Nurses 480

Total Influencers to be Covered

Number of Pediatricians to be Covered 330Number of Doctors to be Covered 1965Number of Lactation Nurses to be Covered 240

Total Visits to be Made Annually

Number of Visits to be made to Pediatricians 3956Number of Visits to be made to Doctors 17685Number of Visits to be made to Pediatricians 1440Total Number of Visits to be made 23081

RequirementRequired number of Reps 7Additional Reps Required 4

Page 5: Session 10 - Case Analysis Nutricia Pharmaceutical

Break Even Method - KSA

Current Cost

Current Salary 2100Total Salary 25200Total Cost 30240Tenure 5Total Cost 151200

Break Even Margin Total Margin to be Earned 35163

Operating MarginOperating Profit 2004 210Total Turnover 2004 1115Operating Margin 2004 18.8%

GM

Current Territory Turnover 15448455Current Salary Expense 982800Current Expense Ratio 6.4%Total GM% 25%

GM/Sales RepCurrent Sales per Rep 396114Current GM/Rep 99804

Page 6: Session 10 - Case Analysis Nutricia Pharmaceutical

Break Even Method - KSA

Rate of Decay 998041 898242 808423 727574 654825 589346 530407 477368 429639 38666

10 34800

Page 7: Session 10 - Case Analysis Nutricia Pharmaceutical

Break Even Method - UAE

Current Cost

Current Salary 2500Total Salary 30000Total Cost 36000Tenure 5Total Cost 180000

Break Even Margin Total Margin to be Earned 41860

Operating MarginOperating Profit 2004 210Total Turnover 2004 1115Operating Margin 2004 18.8%

GM

Current Territory Turnover 2095200Current Salary Expense 90000Current Expense Ratio 4.3%GM% 23%

GM/Sales RepCurrent Sales per Rep 698400Current GM/Rep 161537

Page 8: Session 10 - Case Analysis Nutricia Pharmaceutical

Break Even Method - UAE Rate of Decay 161537

1 1453832 1308453 1177614 1059855 953866 858487 772638 695369 62583

10 5632511 5069212 4562313 4106114 36955