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-cha

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 IOLs
Challenges:
- Not every surgeon offers Toric IOL as an option to the patient
- Most of surgeons find it time-consuming to discuss astigmatism correction as an option with the patient
- Toric procedure is not covered under insurance
- Competition is almost @ 50% of Alcon Toric IOL price
- In recent times Alcon India is also witnessing severe pricing pressures from However, reducing prices will impact profitability
Assumptions:
- COGS = 4500 INR
- Current 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:

Your plan should also include:

Basic assumptions – beyond what is given in the case
Detailed Data point working Excel file – Alcon Total units and Toric market size including Alcon Toric
Market share progression
Plan to overcome challenges
Key levers for growth
Resources required
Competition rebuttal strategy/action plan

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