COMPANY OVERVIEW - NOZ PHARMACEUTICALS

Noz Pharma is a leading pharmaceutical company renowned for its

commitment to innovation and excellence in healthcare.

Established over two decades ago, Noz Pharma has built a strong
reputation for developing advanced medical solutions that address critical
health challenges.

The company has a strong pipeline of products spanning multiple

therapeutic areas.

Noz pharma has recently been dedicating its R&D efforts towards 'nicotine
addiction' therapies.

Noz Pharma's mission is to enhance patient well-being through cutting-

edge research, high-quality manufacturing, and a patient-centric
approach.

PRODUCT OVERVIEW-NOZMOKE

NOZMOKE is an anti-smoking pill developed by Noz Pharma,

designed to help individuals overcome nicotine addiction.

NOZMOKE works by rapidly absorbing into the bloodstream,

delivering quick relief from nicotine cravings and withdrawal
symptoms.

Designed for smokers looking for a proven, convenient solution to

quit smoking, NOZMOKE addresses cravings at their source and
supports long-term cessation.

One full course of treatment lasts 30 days (1 pill / day), and the
patients must take a course every second month. A patient needs
to take the treatment for at-least 5 years

CASE STUDY - SITUATIONAL CONTEXT

NEW DRUG DEVELOPED

Noz Pharma has developed a new premium-priced anti-smoking

pill (NOZMOKE), designed to help smokers curb their nicotine
addiction.

Unlike traditional nicotine patches and lozenges, this pill provides

a unique formulation with higher efficacy and faster results.
CASE STUDY - SITUATIONAL CONTEXT

LAUNCHED IN US AND EUROPEAN UNION

The product was launched in the United States four years ago
(2021) and the European Union two years ago (2023), where it
has faced stiff competition.

Despite this, the product managed to show strong growth in both

geographies, motivating NOZ PHARMA to explore other markets
for future launches.

CASE STUDY - SITUATIONAL CONTEXT

TO BE LAUNCHED IN INDIA AND SINGAPORE-2025

Company is considering launching this product in India and

Singapore in 2025

In India, no similar product (anti-smoking pill) exists, and

competition from traditional anti-smoking aids is expected to be
low

Noz Pharma wants to keep NOZMOKE as a premium product in

this market, so affordability for low-income groups might be
limited

Singapore already has a strong anti-smoking pill market and

entry will be challenging.

Country wise Stats –

India

1. Population-
Year 2025 : 1450 million
Year 2026 : 1460 million
Year 2027 : 1475 million
2. Gender Ratio (2025) F,M : 46% , 54%
3. Population % by age group (2025) :
0-14 : 26%
15-24 : 23%
25-50: 35%
51-64: 9%
65+ : 7%
4. Rural vs urban Population(2025) % : 64% to 36%
 5. Population by income brackets (2025):
- High income : 5%
- Medium Income : 25%
- Low Income : 70%
6. % smoker population (2025) : 7%
7. % of smokers who want to quit (2025) : 30%
8. % of smokers who know that anti smoking pill exist :
- 2025 : 5%
-2026 : 9%
-2027 : 13%
9. % of smokers who are aware about anti smoking pills and
also use the pill :
- 2025 : 50%
-2026 : 53%
-2027 : 55%
10. Price of 1 year course: 27$

Singapore

1. Population-
Year 2025 : 6 million
Year 2026 : 6 million
Year 2027 : 6 million
2. Gender Ratio (2025) F,M : 49% , 51%
3. Population % by age group (2025) :
0-14 : 15%
15-24 : 14%
25-50: 43%
51-64: 14%
65+ : 14%
4. Rural vs urban Population(2025) % : 0% to 100%
5. Population by income brackets (2025):
- High income : 40%
- Medium Income : 50%
- Low Income : 10%
6. % smoker population (2025) : 17%
7. % of smokers who want to quit (2025) : 50%
8. % of smokers who know that anti smoking pill exist :
- 2025 : 60%
-2026 : 61%
-2027 : 62%
 9. % of smokers who are aware about anti smoking pills and
also use the pill :
- 2025 : 42%
-2026 : 45%
-2027 : 47%
10. Price of 1 year course : 75$
11. Price of other anti smoking pills:
- nicFree : 80$
- Smokeaway: 65$
- QuitX: 70$
- TabiGone : 65$
12. Market share % wise (2025) :
- nicFree : 40%
- smokeAway : 25%
- QuitX : 20%
- TabiGone : 15%
13. Source of Business of NoSmoke in 2026 (% of people
who would use nosmoke in 2026 ditching their previous
pills ) :
- nicFree : 5%
- smokeAway : 50%
- QuitX : 30%
- TabiGone : 15%

Noz Pharma conducted a market research study (both qualitative

and quantitative) among Indian smokers and non-smokers to
evaluate three potential promotional billboard concepts for
NOZMOKE. The study included indepth interviews and online
surveys with current smokers looking to quit, former smokers,
and non-smokers with family members who smoke. The three
concepts were as follows:
Celebrity-driven Campaign (Concept A)
Family-oriented Emotional Campaign (Concept B)
Science-backed Technical Campaign (Concept C)

Before this campaign can be launched to the public, they need to

be evaluated to understand which is the most impactful among
the three. While designing the research, the Business Insights
team at ZS is hypothesizing the positives and negatives of each
concept.

Section 4 - Promotional Concepts (Final Results from Market

Research) The results from the Quantitative market research are
out and are as follows: Number of Participants: 1,000 [All
participants shared their ratings for each concept] ⚫ All
percentages represent number of respondents strongly agreeing
with each statement [rating agreement as 6- 7 on a 1-7 scale | For
example: 50% respondents agree strongly that Concept A
resonates with them]

Survey Concept A (Celebrity Concept B Concept C

Question Endorsement) (Family (Science-
[Agreement Motivation) Focused)
with the
statement
onascale
of 1-7
% of
Respondents
rating 6-7
(strongly
ogree with
the
statement)
Ad Appeal: 55% 47% 25%
"The concept
resonates
with me"
Purchase 40% 45% 35%
Intent: "/ am
very likely to
consider
NOZMOKE
after seeing
this ad"
Emotional 40% 52% 8%
Impact: "The
ad had a very
strong
emotional
impact on
me"
Credibility: 45% 60% 48%
"The ad
makes me
feel that
NOZMOKE is
a trustworthy
product"
Message 50% 45% 55%
Clarity: "The
ad explains
the benefits
of NOZMOKE
clearly”
Scientific 40% 35 45%
Appeal: "The
ad clearly
explains the
science
behind
NOZMOKE"
Attribute % of Respondents who find this
attribute important

Ad Appeal 80%

Purchase Intent 85%

Emotional Impact 75%

Credibility 65%

Message Clarity 50%

Scientific Appeal 30%

Further, the results from 100 market research interviews that

were conducted are below

Concept A :

"Seeing a fitness-conscious Bollywood star promoting this makes

me trust the product more." (Male, 35, Smoker) "It's aspirational-
if my favorite actor quit smoking with NOZMOKE, maybe I can
too." (Female, 28, Smoker) "A well-known face brings credibility.
I'd definitely pay attention to this ad." (Male, 42, Non-Smoker)

"Too many products use celebrities-it feels like another

endorsement ratherthan a real solution." (Male, 30, Smoker) "It's
inspiring but doesn't tell me much about how the pill actually
works." (Female, 38, Former Smoker)

Concept В:
"This one hits hard. I want to quit for my son. Seeing this makes
me feel guilty for smoking." (Male, 40, Smoker) "I've tried quitting
before, but this reminds me why I need to try again-for my
family." (Female, 33, Smoker) "Unlike celebrities, this is real life.
It's about relationships, not just quitting." (Male, 45, Non-
Smoker)

"It's emotional, but I still need to know if the pill really works."
(Female, 29, Smoker)

Concept С:

"It looks like serious medicine-makes me believe NOZMOKE is

backed by research." (Male, 50, Smoker) "This explains what
happens in the brain, which is interesting" (Female, 32, Non-
Smoker)

"I got lost in the science. It's too complex for an ad-I wouldn't
stop to read it all." (Male, 36, Smoker) "It looks likeamedical
conference poster, not a billboard for quitting smoking" (Female,
41, Former Smoker)

Q) Section 4(A) - Best Promotional Concepts Based on

Quantitative Ratings alone, Noz Pharma's marketing team needs
to determine which billboard concept will drive the highest
engagement and market success. Assumptions and Hints • Think
of calculating an overall score for each concept, defined as
'Effectiveness Score'

Q) Section 4(B) - Best Promotional Concepts - Subjective Insights

• Based on Qualitative insights and quotes, please list the
strengths and weaknesses of each concept. What would be your
final recommendation for NOZMOKE, based on both qualitative
and quantitative insights? ■ Should they stick with just one
concept? Which one? Is there an opportunity to merge the ideas
for 2 separate concepts? Which one would you suggest and why?

Section 5 - Sales Performance - Singapore 2027 Its 2027 and

NOZMOKE has hadasuccessful launch in Singapore NOZMOKE's
sales leadership team in Singapore is evaluating the performance
of its sales representatives across 5 territories. The goal is to
determine incentive adjustments and potential performance
improvement plans (PIP) based on quota achievement. The
company was able to provide ZS with the territory level sales vs
quotas for its sales reps in each of the 5 territories. Through
some secondary research, ZS was able to gather the same
 information for NOZMOKE's competitors - NicFree, SmokeAway
and QuitX

Section 5 - Sales Performance - Singapore 2027 2027 Sales by

Territory in Singapore [NOZMOKE vs Competitors]

Temit NOZM Nozmoke NOZMOK NicFree NicFree SmokeAw SmokeAw Quitx QuitX
ory OKE Sales E Sales Sales Sales ay Sales ay Sales Sales Sales
Sales (SGD) Quota (SGD) Quota (SGD) Quota (SGD) Quota
Rep ("SGD) ('SGD) ('SGD) ('SGD)
Name

Centr Ethan $2.500,0 $3,000,0 $2,600,0 $2,500,0 $2,900,0 $3,000,0 $3,150,0 $3,200,0
al Tan 00.00 00.00 00.00 00.00 00.00 00.00 00.00 00.00

North Ravi $3,550,0 $4,000,0 $3,400,0 $3,500,0 $4,800,0 $5,000,0 $4,300,0 $4,500,0
Menon 00.00 00.00 00.00 00.00 00.00 00.00 00.00 00,00

East Mohd $1.700,0 $2,000,0 $2,200,0 $2,500,0 $1,500,0 $1,800,0 $2,250,0 $2.500,0
Faris 00.00 00.00 00.00 00.00 00.00 00.00 00.00 00.00

west Daniel $2,100,0 $2,500,0 $1,800,0 $2,000,0 $2,500,0 $3,000,0 $2,600,0 $2,750,0
Lim 00.00 00.00 00.00 00.00 00.00 00.00 00.00 00.00

South Siti $2,800,0 $3,500,0 $2,700,0 $4,000,0 $2,500,0 $3,500,0 $3,000,0 $3,250,0
Nur 00,00 00.00 00.00 00.00 00.00 00.00 00.00 00.00
Aisha

Question: Which Sales rep should get the maximum bonus? Who
should be put on a PIP?
ANSWERS:
1. Executive Summary

 NOZMOKE is a 30-day, premium anti-smoking pill (6 courses/year

at $27/course) from Noz Pharma.

 Launched in the US (2021) and EU (2023) with strong growth, it’s

slated for India & Singapore in 2025.

 We estimate:

1. Indian 2025 market size: $411 million

2. Indian 2027 revenue: $1,196.7 million

3. SmokeAway 2026 revenue (Singapore): $2.73 million

 A detailed SWOT for India is also provided.

2. Data Overview

2.1 Key Inputs for India (2025–2027)

202 202
Metric 2026
5 7

1,45 1,47
Population (million) 1,460
0 5

(assume
% Smokers 7% 7%
7%)

% Want to quit 30% 30% 30%

% Aware of pills 5% 9% 13%

% Aware & Use

50% 53% 55%
pills
 202 202
Metric 2026
5 7

Price per course

$27 $27 $27
(USD)

Courses per year 6 6 6

2.2 Key Inputs for Singapore (2025–2027)

202 202
Metric 2025
6 7

Population (million) 6 6 6

% Smokers 17% 17% 17%

% Want to quit 50% 50% 50%

% Aware of pills 60% 61% 62%

% Aware & Use pills 42% 45% 47%

Price per year –

$65 $65 $65
SmokeAway (USD)

SmokeAway 2025 market

25% – –
share

NOZMOKE 2026 market

– 20% –
share (all pills)

Source of NOZMOKE 2026 nicFree 5%, SmokeAway 50%, QuitX

– –
users from… 30%, TabiGone 15%

3. Question 1: Indian Market Size for NOZMOKE by End 2025

Logic:

1. Smokers = Population × 7%

2. Interested in quitting = Smokers × 30%

3. Aware of pills = Smokers × 5%

4. Using pills = (Aware of pills) × 50%

5. Annual revenue = Users × $27 × 6 courses

Step Calculation Result

A. Total smokers 1,450 M × 7% 101.5 M

101.5 M ×
B. Want to quit 30.45 M
30%

C. Aware of pills 101.5 M × 5% 5.075 M

5.075 M ×
D. Aware & using 2.5375 M
50%

E. Revenue per user per

$27 × 6 $162
year

2.5375 M × $411.08
F. Total 2025 revenue
$162 M

Answer 1: The 2025 Indian market size for NOZMOKE is $411.1 million.

4. Question 2: SWOT Analysis for NOZMOKE in India

Strengths Weaknesses

• First-mover premium pill – no • High price point ($162/year)

direct local competitors limits low-income reach

• Proven efficacy & rapid action • 5-year minimum treatment

(US/EU success) may deter adherence

• Strong R&D backing & patient- • Low baseline awareness (5%)

centric brand of pill therapies

Opportunities Threats

• Large addressable base: 35% of • Traditional aids (patches,

population aged 25–50 lozenges) could adapt

• Urban/medium-income expansion • Generics or low-cost alternatives

via targeted campaigns could emerge

• Partnerships: government/NGO anti- • Rural/low-income skepticism or

tobacco programs access barriers

• Rising digital literacy for tele- • Regulatory or reimbursement

medicine support delays

Answer 2: This SWOT highlights how NOZMOKE’s premium positioning

and proven record can be leveraged, while pricing, awareness, and
potential copy-cats remain key challenges.
5. Question 3: Projected Indian Revenue for 2027

Logic (similar to 2025, with updated parameters):

Step Calculation Result

A. Total smokers 1,475 M × 7% 103.25 M

103.25 M ×
B. Want to quit 30.975 M
30%

103.25 M ×
C. Aware of pills 13.4225 M
13%

13.4225 M ×
D. Aware & using 7.3824 M
55%

E. Revenue per user per

$27 × 6 $162
year

7.3824 M × $1,196.7
F. Total 2027 revenue
$162 5M

Answer 3: The projected revenue for NOZMOKE in India in 2027 is

$1,196.8 million.

6. Question 4: SmokeAway Revenue in Singapore in 2026

Logic:

1. Total pill users = Pop × 17% × 50% × 61% × 45%

2. SmokeAway 2025 users = Total pill users × 25%

3. NOZMOKE 2026 entrants = Total pill users × 20%

4. Users lost by SmokeAway = NOZMOKE entrants × 50% (their

source share)

5. Remaining SmokeAway users = (Step 2 – Step 4)

6. Annual rev. = Remaining users × $65

Step Calculation Result

A. Total smokers 6 M × 17% 1.02 M

1.02 M ×
B. Want to quit 0.51 M
50%
Step Calculation Result

1.02 M ×
C. Aware of pills 0.6222 M
61%

0.6222 M × 0.27999 M
D. Aware & using
45% ≈280 K

E. SmokeAway 2025 users 280 K × 25% 70 K

F. NOZMOKE 2026 entrants 280 K × 20% 56 K

G. Lost from SmokeAway

56 K × 50% 28 K
(50% of F)

H. Remaining SmokeAway
70 K – 28 K 42 K
users

I. Revenue per user (annual) $65 —

J. Total 2026 rev. 42 K × $65 $2.73 M

Answer 4: SmokeAway’s total revenue in Singapore at end-2026 is $2.73

million.

Part A: Quantitative “Effectiveness Score”

Methodology

1. Attributes & Importance

Importance
Attribute
Weight (%)

Ad Appeal 80

Purchase Intent 85

Emotional
75
Impact

Credibility 65

Message
50
Clarity

Scientific
30
Appeal
 2. Agreement Ratings = % of respondents who “strongly agree” (6–7
on a 1–7 scale).

3. Raw Score for each concept = ∑ (Importance × Agreement).

4. Normalized Effectiveness = Raw Score ÷ Total Importance (385).

Weig A: Celebrity B: Family C: Science

Attribute
ht (%) (%) (%)

Ad Appeal 80 55 47 25

Purchase Intent 85 40 45 35

Emotional
75 40 52 8
Impact

Credibility 65 45 60 48

Message
50 50 45 55
Clarity

Scientific
30 40 35 45
Appeal

Raw Score 17,425 18,685 12,795

Effectiveness 45.3 48.5 33.2

Winner (Quantitative): Concept B (Family-Oriented Emotional) has

the highest effectiveness score (48.5), followed by A (45.3) and C (33.2).

Part B: Qualitative Strengths & Weaknesses

Concept A: Celebrity-Driven

Strengths

 Credibility & Aspirational Pull

“A well-known face brings credibility… I’d definitely pay attention.”
“If my favorite actor quit with NOZMOKE, maybe I can too.”

 Trust Transfer from fitness-conscious Bollywood star → product

trust.

Weaknesses

 Overused Tactic: “Too many products use celebrities—it feels like

another endorsement.”
  Low Emotional Depth: “Doesn’t tell me much about how the pill
actually works.”

Concept B: Family-Oriented Emotional

Strengths

 High Emotional Resonance: “I want to quit for my son… this

makes me feel guilty.”

 Relatable & Authentic: “It’s about relationships, not just quitting.”

 Strong Credibility: “This reminds me why I need to try again—for

my family.”

Weaknesses

 Insufficient Science: “I still need to know if the pill really works.”

Concept C: Science-Focused Technical

Strengths

 Technical Credibility: “Makes me believe NOZMOKE is backed by

research.”

 Clarity on Mechanism: “Explains what happens in the brain.”

Weaknesses

 Overly Complex: “Lost in the science… wouldn’t stop to read it

all.”

 Lacks Emotional Pull: “Feels like a medical poster, not an ad.”

Final Recommendation

1. Primary Concept: Concept B (Family-Oriented Emotional)

o Highest quantitative score (48.5%)

o Deepest emotional resonance and strong credibility with

target smokers.

2. Augmentation with Science Clarity:

o Merge Concept C’s concise “how it works” frame into B’s

emotional narrative.
 o E.g., after the family-focused scene, include a brief, visual
‘pill at work’ graphic or tagline:

“Clinically shown to curb cravings in just 24 hours.”

3. De-emphasize Celebrity:

o Celebrity can dilute authenticity; instead use real-life voices

(testimonials) if hero endorsement is needed.

Rationale:

 Family emotion drives motivation and attention (highest ad

resonance vs. A/C).

 Adding a science snippet addresses top weakness (message

clarity/science appeal) without overwhelming viewers.

 This hybrid keeps the billboard simple, emotional, and

believable, maximizing both engagement and message clarity.

Here’s the summary of each NOZMOKE rep’s 2027 quota achievement in

Singapore, which we’ll use to decide incentives:

Territo Sales Quota Achievemen

Rep Name
ry (SGD) (SGD) t%

Central Ethan Tan 2,500,000 3,000,000 83.3%

North Ravi Menon 3,550,000 4,000,000 88.8%

East Mohd Faris 1,700,000 2,000,000 85.0%

West Daniel Lim 2,100,000 2,500,000 84.0%

Siti Nur
South 2,800,000 3,500,000 80.0%
Aisha

 Calculation:

Achievement %=SalesQuota×100 \text{Achievement \%} = \frac{\

text{Sales}}{\text{Quota}} \times 100Achievement %=QuotaSales×100

Recommendation

 Maximum Bonus: Ravi Menon (North)

‣ Highest quota attainment at 88.8%, outperforming all peers.
 ‣ Exceeds the team average (~84.2%), and should receive the top
variable incentive.

 Put on PIP: Siti Nur Aisha (South)

‣ Lowest attainment at 80.0%, materially behind her peers.
‣ Needs targeted coaching on territory coverage and closing
strategies.

Next Steps:

 Ravi: Consider a stretch target for 2028 with a tiered bonus to

sustain momentum.

 Siti: Develop a Performance Improvement Plan focusing on lead

generation, distributor engagement, and territory call cadence, with
monthly check-ins.