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Marketing Plan of Esomeprazole

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  • AgeIn various surveys age does not appear to be related to any particular age. Although most of the studies have included population above the age of 18 years or older. the referencesregarding dyspepsia in children are limited, it appears that dyspepsia represents a common situation (60%-80%) under the broad spectrum of recurrent abdominal pain.49 In studies of Asia, FD is more common in younger age group. A study from Japan reported that prevalence of FD was 13% and 8% in age groups below and above 50 years, respectively.31 Peak prevalences of FD appeared to peak in Chinese subjects 41-50 years.25-26 While the study from urban Mumbai, India found that dyspepsia was more prevalent in adults > 40 years.15 The studies from Britain,18 Taiwan29 and Denmark show a decreasing trend of FD with ageDietary Factors2 Study from Mumbai India have shown that vegetarians or non vegetarian diet have no effect on dyspeptic symptoms, and spicy, fried or food prepared outside the home contributed insignificantly to worsening of symptoms.NSAIDsAssociation of regular smoking and dyspepsia has not been consistent. In the few population-based studies that have examined FD, smoking has not been shown to be a risk factor.26,27,36,37 In surveys from US,19 Canada,63 UK23 and India15.

Transcript

  • 1. • • • • • Lokesh patil (22) Madhura jagtap (10) Animesh Amal (01) Vishal mehta (16) Khushbu Mascarenhas (13)
  • 2. Executive Summary  Brand name is Esoz 20  Molecule - Esomeprazole  Tablet – 20 mg tablet  Target Doctors - CP, GP, Gastro, Sur, Gynaec  Total market for Esomeprazole is Rs 102.23 cr  Market growth – 23.14%
  • 3. Disease & Market definition 1. Gastro esophageal reflux disease: ( GERD) • It is a chronic symptom of mucosal damage caused by stomach acid coming up from the stomach into the esophagus tube. 2. Heart burn: • It is a painful burning feeling in the chest or throat. It happens when stomach acid backs up into esophagus tube that carries food from mouth to stomach. 3. Dyspepsia: • Means indigestion
  • 4. Epidemiology  Trigger factors: 1. Age- Most of the studies have included population above the age of 18 years or older who is affecting from this disease. 2. Dietary Factors- spicy, fried or food prepared outside the home contributed insignificantly to worsening of symptoms. 3. NSAIDs- same drugs like aspirin ( increase acid secretions) 4. Helicobacter Pylori infection: (Responsible for ulcer) • It is a gram negative bacterium found in stomach. • present in patients with chronic gastritis and gastric ulcers, conditions.
  • 5. Esomeprazole Profile 1. Indication:       GERD Healing of Erosive Esophagitis Maintenance of Erosive Esophagitis Peptic Ulcer disease Risk reduction of NSAID- Associated Gastic Ulcers Acid Peptic Disorders
  • 6. Mechanism of Acid Secretion Proton pump is a catalytic enzyme. Present in the parietal cells. Histamine, Acetylcholine and Gastrin are the three important stimuli for acid secretion. Final step in acid production in activation of proton pump.
  • 7. Mechanism of Action- PPI inhibitors Acetylcholine, gastrin and histamine can increase the acid production with increasing the activity of proton pump. PPI blocks the final step of acid production. Therefore reduce the acidity of the stomach contents leaking into the esophagus, which reduces the incidence of heartburn.
  • 8. Dosage and Administration Indication Dose (mg) Duration Healing of erosive esophagitis 20-40 4-8 Weeks Symptomatic relief of GERD 20 4 Weeks To prevent replace of GERD 20 For eradication of H.pylori infection 40 Once daily for up to 6 months Once daily for up to 10 months
  • 9. Esomeprazole Profile Side effect: • • • • Headache Flatulence (gas) Nausea Dry mouth/ Diarrhoea Precautions: • Efficacy and safety in pediatric patents and in pregnant women and nursing mother have not been established
  • 10. SWOT Analysis STRENGTHS AND WEAKNESSES • Management of multiple indications • Fixed dose combination • Company with well trained workforce • Late entrance. • Can’t be given in pregnancy & Lactating females • Issue in paediatric patients (use only in above 12 yr age) OPPORTUNITIES AND THREATS • Growing therapeutic segment. • Increase patients • High market value (102 cr) • High competitors. • New combinations for indications.
  • 11. Key issues • contraindicated in patients with known hypersensitivity to any component of the formulation or to substituted benzimidazoles. • contraindicated in patients with a known hypersensitivity to any macrolide antibiotic. • should be taken at least one hour before meals. • serious side effects, including: symptoms of a low magnesium blood level
  • 12. Market analysis 11/1/2013 12
  • 13. Competitive Analysis 1) In Terms of Molecules / All PPI: • PH maintaining Time period Median PH>4 Time period (Hrs) Esomeprazole 16.7 hrs Lansoprazole Rabeprazole Pnatorazole Omeprazole 12.7 hrs 10.8 hrs 10.5 hrs 10.4 hrs
  • 14. Competitive Analysis 2) In Terms of Market: • • Indian Pharmaceutical Market: 72.760 Crs Growing at Rate: 10.5% • Value of Gastro Intestinal market is 7613Crs. • Gastro is on 3rd position in terms of value. • Growth is 7.3% annually. • Total Esomeprazole market is growing with 23.14% annually. • Esomeprazole-20 mg market is growing with 13.85% annually.
  • 15. Competitive Analysis • Major players in Esomeprazole Market: COMPANIES TORRENT ASTRAZENECA SUN PHARMACEUTICAL RANBAXY LABORATORIES CIPLA MICRO LABS ALKEM ABBOTT HEALTHCARE M.S. 34.4 26.2 15.2 9.5 2.0 1.1 1.0 0.1 • Major players in Esomeprazole 20mg Tab Market: Companies M.S. TORRENT 33.93 ASTRAZENECA 21.03 SUN PHARMACEUTICAL 13.68 RANBAXY LABORATORIES 8.57 Alkem 4.67
  • 16. Esomeprazole 5C’s insights customer • Doctors & chemists are over crowded by large no. of drugs and diff. prices. • Doctors knows importantance of PPI • MR focus on chemist concurrently with launch consumer Target to special class, special cases because of its feature. There are some old established brands which sticks to the patient mind. patients need effective solutions competition Weekly feedback collection compound Most effective Safe Sales/ MS to be measured each quarter, then monthly 2013. Analyze competitor activity and market Higher availability Immediate acting PPI Highest healing rate 94.1% channels Distributors play a major role in the availability. Shortage can affect sales negatively. Bonus strategy. MR rewarding system.
  • 17. Vision & values To emerge as a leading integrated research – based global pharmaceutical compan Achievement We value achievement of objectives and consistently strive towards our Vision, with perseverance. Respect We respect all our stakeholders. Knowledge We value knowledge such that it empowers our people to find innovative solutions to manage change
  • 18. Division It is a multi-specialty division. Its focus areas encompass internal medicine‚ pediatrics, orthopedics and surgeons. Product Lists Cough Management Anti-Infectives Stomatologicals Prokinetic / Anti-Nauseants Anti-Ulcerants Anti-Protozoal Pain Management Mucolytic Nutraceuticals Peripheral Arterial Diseases Esomeprazole
  • 19. Critical Success Factor • Glenmark is ranked among the Top 5 Fastest Growing Generics Companies in the world. • Huge customer base. • Cost Efficiencies to result into optimum prices to the customers and better margin. • Understanding the Competition. • Duration of action.
  • 20. Key Performance Indicators • • • • 11/1/2013 Target market coverage. Market share. No. of new prescriptions. Conversion rate. 21
  • 21. BRAND STRATEGY 11/1/2013 22
  • 22. Brand Name Glenmark pharma present….. Esoz 20 Esomeprazole magnesium 20 mg Tabs with Buffer
  • 23. Objective: Short Term And Long Term Short term Long term • To achieve 2.5 Cr in the year of launch with 1.5% market share. To be a Top brand in the PPI market by 2020
  • 24. Indication Gastro esophageal reflux disease: ( GERD) Heart burn:
  • 25. Market Segmentation: Pan India Metro Cities: Class 1 Cities Target customers (GP) CP GAST Class 2 Cities SUR GYN
  • 26. Prescription Analysis AS PER MAT JAN 2013 DATA RX/D/M 50 GP, 45 45 40 CP, 35 35 GAST, 30 30 25 GYN, 20 20 SUR, 15 15 10 5 0 GP CP GAST SUR GYN DOCTORS GP CP GAST SUR GYN RX/D/D 45 35 30 15 20
  • 27. DOCTOR CLASSIFICATIO Total Doctor- 150/MR Total no. of MR 400 Brack-up Dr by Specialty GP SUR GYN GAST Physician Dr/MR 90 10 15 5 30 Class "A" 50 5 10 5 20 Class "B" 40 5 5 0 10 TOTAL 150 90 60
  • 28. Field Force Planning Sales Force Planning Assumptions Total MR’S MR Working Days Call/Day Call /Month 1 400 24 24 10 10 240 96000 Dr Classification Class A Class B Dr/MR 90 60 Call to Dr/Month Calls to Dr/Month Dr Total/month 2 1 180 60 72000 24000 Total Dr by Specialty GP SUR GYN GAST Physician 150 Dr/MR 90 10 15 5 30 240 96000 Calls to Dr/Month Dr Total Class A 50 5 10 5 20 class B 40 5 5 0 10 100 10 20 10 40 40 5 5 0 10 140 15 25 10 50 = 240/MR 11/1/2013 29
  • 29. PRICING Rs. For 20 mg Tab Price calculation Product out of Price control MRP 25.15 VAT (6%) -1.5 ED (6% + 3%) -1.54 22.11 Discount to Retailer -4.42 Price to Retailer (-ED & VAT) 17.69 Discount to Stockist 10% 1.76 Price to Stockist (NRV) NRV 15.93 Company Margin (60%) 11/1/2013 20% Non-schedule 9.55 Basic Cost 6.38 30
  • 30. Sales Forecasting 130000 160000 140000 120000 100000 80000 60000 40000 20000 0 125000 120000 115000 110000 105000 100000 95000 M1 25% M2 35% M3 40% 130000 Q1 Q3 125000 M1 30% Q2 Q4 120000 115000 110000 105000 100000 M1 35% M2 35% M3 30% M- month Q- Quarter M3 35% 160000 140000 120000 100000 80000 60000 40000 20000 0 M1 40% 95000 M2 35% M2 35% M3 25%
  • 31. Q1 Month 1 Month 2 Month 3 Total Q2 Month 1 Month 2 Month 3 Total % 25% 35% 40% 20mg(Unit) 98,437.5 1,37,812.5 1,57,500 3,93,750 15,68,109.37 21,91,218.75 25,08,975 62,68,303.12 30% 35% 35% 1,18,125 1,37,812.5 1,37,812.5 3,93,750 18,81,731.25 21,95,353.12 21,95,353.12 62,72,437.49 Q3 Month 1 Month 2 Month 3 Total Q4 Month 1 Month 2 Month 3 Total % 35% 35% 30% 1,37,812.5 1,37,812.5 1,18,125 3,93,750 21,95,353.12 21,95,353.12 18,81,731.25 62,72,437.49 1,57,500 1,37,812.5 98,437.5 25,08,975 21,91,218.75 15,68,109.37 62,68,303.12 11/1/2013 40% 35% 25% Value(Rs) 3,93,750 15,75,000*15.93 = 32 2,50,81,481.22
  • 32. Promotional expenses QUARTER WISE INPUT PLAN Total Promotional Expense: Rs. 30 lakhs Q1 (Rs.) Q2 (Rs.) Q3 (Rs.) Q4 (Rs.) Samples 4,20,000 4,20,000 4,20,000 4,20,000 Visual Aid 52,000 52,000 52,000 52,000 Brand reminders 2,25,000 2,25,000 2,25,000 2,25,000 Clinical Posters/LBL 1,20,000 1,20,000 1,20,000 1,20,000 4,50,000 Pen & prescription pad 1,20,500 1,20,500 1,20,500 1,20,500 1,50,000 Total 9,37,500 9,37,500 9,37,500 9,37,500 Promotional expense 30,00,000 cost as calculated sampling 25.00% 7,50,000 gift 20.00% 6,00,000 campaign 15.00% 4,50,000 print 4.00% 1,20,000 training 10.00% 3,00,000 meeting 6.00% 1,80,000 crm 15.00% incentives 5.00% 30,00,000
  • 33. Rs. 20 mg Sales (Rs.) Cost Of Goods (COGS) (40%) Units X NRV* 15,75,000*15.93 = 2.5 cr 0.0 1cr 0.0 1.5 cr 0.0 30 Lakh 0.0 6 Lakh 0.0 30 Lakh 7 Gross Margin (Rs.) Less Advt & Promo (A&P) (20% of sales) Less Selling Expenses (4% of sales) Less Marketing expenses (20% of sales) Less Distribution Expenses (5% of sales) 0.0 7.5 Lakh 8 Gross Profit Before Tax (PBT) 0.0 76,74,933 Lakh Brand P&L 1 Less 2 3 4 5 6 9 Total
  • 34. COMMUNICATION STRATEGY • • • • • 11/1/2013 Quality Brand at affordable price Most preferred drug in DERD, Heartburn case Quick Action in shorter duration of time Longer half- life Most beneficial effect and most effective PPI 35
  • 35. When acid strikes Esoz 20 Esomeprazole magnesium 20 mg Tabs with Buffer The 60 x 24 PPI Controls heartburn within a minute One tab irrespective of meals Attains PH >6 within 60 seconds for immediate control of Heartburn Maintains PH >4 for 22.5 hrs – Total 24 hrs protection * Co-Rx with NSAIDs Ref: sherman et al. Am j Gastroenterology 2009;104:1278-95 Mint flavor Escoz
  • 36. Offering comprehensive Solution for Esomeprazole Treatment provides significantly greater gastric acid suppression than lansoprazole or pantoprazole Mean % of time during that gastric PH was > 4.0 Esomeprazole Pantoprazole Lansoprazole 74.20% GERD HEARTBURN Rx Esoz 20 Esomeprazole magnesium 20 mg Tabs with Buffer One Tablet / day Prize: 3.50 Rs / Tab 60.80% 66.50% Esoz 20
  • 37. Esoz 20 Esomeprazole 20 mg Tabs with Buffer 7 Tablets Esoz 20
  • 38. Prelaunch plan 1) One week surveys: • PPI drugs usage? Which? why? better if? Cost benefit concept? Which cases? Competitor perception? • “NEXPRO” brand problems? • VIP Doctors ( 30/MR ) sample • 5 min paper-less questioner + chemist feedback 2) S.W.O.T Analysis: • Rx Weight (ims) • Chemist availability, self stock • Distribution channel analysis
  • 39. Positioning messages plan Hammering strategy: Easy to use  3-4 sequential visits /Dr. Messages related gimmicks, LBL. Promotional tools 1st choice Positioning Message plan Product samples every visit in first month. Annual (4 differentiating positioning msg) Branding, competitor management campaigns. Higher bioavaila bility safest
  • 40. Direct to customer tactics 1) Doctor activity: - Event: group meeting, round tables meeting - KOL conference, OR education camps - FDA approved badge ( as a promotional tool ) - 3D demo CD ( how “Esoz 20 ” is the best) - VIP visit ( 3 visit/Month) 2) Field force activity: - Monthly meeting - Team campaigns - Attractive incentive plan 3) Chemist activity: - Bonus plan - Our Product Stand
  • 41. Direct to customer tactics 4) Patient activity: - Awareness materials - CD”s in clinic’s waiting rooms - you tube classy real situations ads
  • 42. Promotional Input Launching gift Promotional inputs
  • 43. Promotional Input Educational material