Brick Analysis For A Business Unit.docx

Brick Analysis for a business unit: Historical importance 1. Sales revenue 2017 vs 2018 vs 2019 (todate) Enlisted Potential: 2. Number and importance of enlisted doctors – data taken from sales team and verified by sales auditor 3. Number of pharmacies, graded as per their historical sales 4. Business unit sales comparison – F1 sales vs GM1 Sales vs GM2 sales 5. Competitor brick sales or market share (if possible) of highest selling product Not enlisted potential: In addition to the enlisted potential following data will be collected for determine the non enlisted potential. 1. Number of importance of doctors – data taken from sales auditor 2. Number of pharmacies not being served (if any) – graded as per sales auditors & distributors All the above analysis will lead to grading of the brick in following way: Current Grade: The historical sales data will give the current grade to every brick based on the sales revenues of the brick. Target Grade: The target grade will be assigned based on following formula: Parameter Sales

Number of important Doctors Number of important pharmacies

Weightage 50%

35% 15%

Target setting 1. Industry benchmark sales of similar products (competitor & market analysis); market share target 2. Growth over Historical sales 1. Planned vs executed trips to Doctors 2. Important doctor prescriptions (??) 1. Planned vs executed trip to MS 2. Distributor performance evaluations

Action plan: 1. Do the brick analysis for all bricks in Lahore for every business unit and assign them a current grade and a target grade. Target grade will be based on enlisted potential for now. Later stage the target grade will be revised (a year down the road) based on enlisted + non-enlisted potential. 2. 10 Bricks will be assigned to every TM for achieving the target grade. Visit plans will be made on target grade of the bricks. 3. Target setting will be on improving the current grade of the brick to the target grade.

Challenges: 1. 145-150 bricks in Lahore – it will be time consuming for one or two sales auditors to ascertain the full potential of all bricks of one city 2. Team on the ground – how many bricks ideally should be assigned to one TM? At the moment the TMs are not divided as per bricks. 3. Business analyst load – one business analyst maybe needed for only Lahore to monitor the whole activity in efficient way. He has to keep an eye on grading of the bricks, on-going monitoring of the sales which includes call reporting and taking corrective actions on daily basis. 4. Sales audutor