Nutrus

Indus Laboratories is a 56 year old Indian pharmaceutical company engaged in the manufacture of bulk drugs and formulations. It focuses on gastroenterology, cardiology, neuro-psychiatry, anti-infective drugs, pain management and women's health.

The company's food division, Nutrowel, launched a high soy-protein, supposedly lactose-free balanced nutritional supplement for women under the brand name Nutrus. The formulation has been developed in consultation with major US-based Multi-National Corporation. One division of this US-based corporation specializes in soybean protein. This is supposed to be a complete protein containing all nine essential amino acids in concentrations in concentrations higher than that required by all age groups and is characterized by its digestibility. This is equal to proteins from milk and egg sources and better than protein from meat and other vegetable sources.

Another factor in soy-protein is the presence of plant-based hormones called phytoestrogens, also isoflavones that are the particular use to post-menopausal women and may benefit women susceptible to breast cancer.

The price for a 200 gm tin in Kesar Ilaichi flavor is Rs. 149. The product is available through the company's chain of pharmaceutical distributors. The product was initially launched in Kerala, Tamil Nadu, Karnataka, Maharashtra, Madhya Pradesh, Rajasthan and Delhi. Subsequently, the product was made available in all the remaining States of the country.

The company's projected turnover for 2013 is its Rs 300 crore. In the last three years, the new decision has contributed about 5 per cent to total sales. Nutrus differentiates itself on the grounds that it's not just for pregnant and lactating mothers but also targeted at working women, adolescent girls, women engaged in sports and fitness pursuits, women recovering from surgery or long illness and elderly women.

The company has found it challenging to reach and penetrate all the target segments. The competing brands available in the market are big names from both multinationals and Indian companies in this product category and have been available since long, and some of them are household names. The names of some strong competitors include Protinex, Protinules, Spert, Nurture, GRD, etc.

The company's medical sales representatives calling on medical practitioners also promote Nutrus along with other medical prescription specialties and formulations. The company also plans to advertise the brand in women's magazines.

Question: Suggest a good sales promotion plan for the brand.