Alcon Case Study: Project Work
You joined Alcon as a Brand Manager post-IIHMR and now you are part of the India marketing team of Alcon (https://alcon.com/)
Your team is in-charge of product : AcrySof Toric – Used in treating cataract patients having astigmatism
Situation:Current Toric penetration is 2% (of cataract procedure) whereas opportunity is 40% of the total cataract procedure (7.5 mn)Alcon plays in the imported IOL segment which is 15% of total cataract procedure (7.5 million)Imported IOL segment category is growing by 5% on yr.Alcon is a market leader in overall imported IOL with a market share of 50%Currently Alcon is the market leader in the Toric category with 20% market The toric category is growing by 10% year on year.Toric IOL penetration is way below the opportunity available considering the fact that 40% of the cataract patients need Toric IOLsChallenges:Not every surgeon offers Toric IOL as an option to the patientMost of surgeons find it time-consuming to discuss astigmatism correction as an option with the patientToric procedure is not covered under insuranceCompetition is almost @ 50% of Alcon Toric IOL priceIn recent times Alcon India is also witnessing severe pricing pressures from However, reducing prices will impact profitabilityAssumptions:COGS = 4500 INRCurrent standard margin 69%Current field size: 100 sales executives, 20 FLM, 4 SLM, 1 NSM
You as a Brand Manager need to come up with a marketing plan for AcrySof Toric to achieve the following:
Double the AcrySof Toric IOL penetration in two yearsAttain a sustainable standard margin of 70%Sales (revenue and volume) projections for 5 yearsP&L based on your sales, marketing, tactical and operational plans
Your plan should also include:
Basic assumptions – beyond what is given in the caseDetailed Data point working Excel file – Alcon Total units and Toric market size including Alcon ToricMarket share progressionPlan to overcome challengesKey levers for growthResources requiredCompetition rebuttal strategy/action plan