Bio-Enterprise

Cigarette Smoking  1998 data: 15% of Singaporeans smoked cigarettes daily The ratio between male and female smokers was 9:1 The age range of years in male are the highest smokers (31.7%) In female are the age range of years (5.5%)

Cigarette Smoking  Data from 1980s:- Smokers aged of years, death rate is 3 times higher than non smokers 50% of regular smokers will eventually be killed by tobacco Tobacco related deaths are expected to grow to >10 million per annum by 2025

Route of Nicotine  Tar carry nicotine from cigarette smoke  Lungs  Heart  Brain & Rest of the body  Stimulates neurotransmitters

Nature of Nicotine  Causes dependence  Appears to Enhance awareness & judgement Increase dopamine level Improves moods Reduces aggression  Without it  Develop physical withdrawal symptoms

Who are our customers?  Direct Customers General Practitioner Doctors Specialist Doctors  Indirect Customers Smokers who wants to quit smoking habit Adults over 18 years old

Who are our customers?  Influencers Spouse Children of the smoker Relatives of the smoker Parents

Competitive advantage  Zyban An aid for smoking cessation treatment Shorter period (7-9 weeks) The first nicotine-free prescription medicine A treatment for nicotine dependence Convenient tablet dosing twice a day

Competitive Advantage  Zyban Well tolerated in adult cigarette smokers Superior to a leading patch in a comparative Clinical study

Direct Competitors  Companies SmithKline Beecham McNeil’s Consumer Products  Product Nicorette NicoDerm CQ Nicotrol Inhaler and Nasal Spray

Direct Competitors  Product Characteristics All release nicotine into the body Nicorette and NicoDerm available over-the- counter Nicotrol available by prescription only

Indirect Competitors  Traditional methods of quitting  Abstinence or cold turkey  Chewing gum whenever there’s an urge  Chinese herbs that may help reduce addiction  Acupuncture  Hypnotism

Future Competitors  Healthcare companies  Smokers with the potential of quitting  A big market for smoking cessation product  Big market share provides opportunity for companies Utilize potential market

Proposed Marketing Strategy  Press Conference To announce the launch of Zyban to media  Conduct Seminar & Training To provide information on our product to GP & Specialist  Brochures Distributed to smoking cessation clinics

Proposed Marketing Strategy  Educational talks & exhibitions To encourage more smokers to give up smoking  Posters To be put up in clinics round Singapore

Proposed Sales Strategy  Personal Selling GPs in the smoking cessation clinics Specialist  Sales Discount To encourage bulk orders  Packaging Pack in boxes of 60 to 120 tablets

Group Members: Leong Poh Ling G Beactrice Huang X Nurul Izzatii H Tong Hui Hao A