15th December, 2014

SUBJECT: Pre-launching activities of Resolve® Therapeutic Shampoo
Duration of Pre-launching activity: 16th -26th December, 2014

Dear all, It is an immense pleasure to inform you that we are going to launch Triple action formulae Resolve® Therapeutic Shampoo in 4th week of December, 2014.

We will run pre-launching activities from 16th Dec to 26th Dec, 2014. So please start conveying the pre-launching message of Resolve® Therapeutic Shampoo with Teaser and Doctor’s letter to each and every potential doctor by highlighting the limitations of conventional antidandruff shampoos and addressing need of patient’s compliance.

Why Resolve? 
Ketoconazole shampoo is leading the Anti-Dandruff market in Bangladesh. Whereas, we are absent in this segment. Introducing Ketoconazole 2% in shampoo form will open a new window of opportunity for us to strengthen our position in this market.

Dancel (IAP) is leading the Ketoconazole shampoo market but Nizoder (UNH) shampoo is showing extraordinary growth. Select Plus (Ketoconazole 1.9%) from Square, in spite of being a consumer brand, enjoying good Rx support from doctors.

Conventional Ketoconazole shampoos provides weak anti-dandruff activity and make hair dry and rough as frequent shampooing is necessary to fight Dandruff.

Resolve® Therapeutic Shampoo contains Ketoconazole 2% shampoo with ZPTO ( Zinc Pyrithione 1%) and Conditioner which will provide powerful antidandruff action and keeps hair soft and smooth.

Resolve® Therapeutic Shampoo Brand Slogan: …solution for healthy scalp and soft hair BRAND POSITIONING: Dandruff, Seborrheic dermatitis, Itchy scalp
TARGET DOCTORS: Dermatologist, CP, GP

Brand objective: 2nd position in Ketoconazole shampoo market by 2015 16850 bottle/month
Rx objective Q1 ’15 : 1 Rx/MPE/day

Launching Campaign inputs (27th Dec and onwards): Launching literature, Poster, Sticker, Patient leaflet for doctors, Patient leaflet with holder for chemist shop, Chemist Bag, Auto seal, Exclusive gift

Detail Talk for Doctors letter:
Dear Doctor,
Dandruff is a common scalp disorder affecting 50% of the population. When dandruff symptom goes beyond control, it causes Seborrheic Dermatitis affecting 3% to 5% of the population, Doctor, as you know, along with powerful antidandruff activity, hair conditioning is equally necessary in dandruff treatment as frequent shampooing is necessary. But daily use of Conventional Ketoconazole shampoo is too harsh for people and makes hair dry and rough. Doctor, We take pleasure to introduce a unique Triple Action formula anti-dandruff therapy Resolve® Therapeutic Shampoo for the treatment of Dandruff, Seborrheic Dermatitis and Itchy scalp which contains-

Ketoconazole 2%: clears dandruff and scalp seborrheic dermatitis , controls itch and prevents relapse when used prophylactically.

Zinc Pyrithione 1%: exerts antiseborrheic and keratolytic action. It works by slowing the production of skin cells and sebum, which helps to reduce flakiness.

Glusol Powder: acts as conditioning agent to leave hair moisturized, manageable, shiny and sublimely soft.

We will call on you soon to detail product information about Resolve® Therapeutic Shampoo. Your continued support has always encouraged us to introduce world class products.

Thank you for your trust in Beximco products, we remain.

Detail Talk for Teaser:
Dear Doctor,
Most of the anti-dandruff therapy make hair Rough and Dry, am I right Doctor?
Dandruff is a medical problem and it needs a medical solution. Your patients need One solution for both Dandruff and Dryness. Coming soon from A uniquely formulated Antidandruff Therapy …solution for healthy scalp and soft hair I will call on you soon to detail product information about our unique antidandruff therapy. Thank you for your trust in Beximco products, we remain.

ACTIONS TO BE TAKEN:
Take necessary actions to convey the pre-launching message of Resolve® Therapeutic Shampoo from 16th -26th Dec, 2014 to each and every potential doctor.
Conduct RCPA to understand the potentiality of the market and Doctor selection.
Select 7 doctors (Derma, GP, and CP) carefully to make 2 core prescriber of Resolve® Therapeutic Shampoo.
Visit and detail with Teaser from 16th to 21st December highlighting the limitations of conventional antidandruff shampoos and addressing patients demand. From 22nd Dec -26th December visit and detail with Doctors letter highlighting unique 3 in 1 formula of Resolve® Therapeutic Shampoo.
Make the Sr. ASEs/ ASEs and Sr. MPEs/MPEs aggressive from the pre launching period.
Resolve® Therapeutic Shampoo will be promoted by Centina, Single and Optima team.

RSEs/Sr.RSEs are requested to instruct his team members according to this alert so that we can ensure a successful launching of Resolve® Therapeutic Shampoo.