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1. 2nd Brand Strategy

3. 2nd Brand Strategy
By/Mohamed Rohayem
Hikma Pharmaceuticals

4. When One is Not Enough
 Launching a second brand is a marketing
strategy to address an unmet need distinct
from the current brand.
 In the upcoming slides we lay out five
objectives that make it worthwhile to pursue a
second brand strategy.

5. 1.Capturing range of willingness/ability to
pay
 EX: In collaboration with the Egyptian government, Roche
launched a second brand of Pegasys® called Pegferon®, the
same medicine packaged locally in vial form. This initiative
fell in line with the government’s thrust for local manufacturing
and was purchased in the public markets at a significantly
lower price. In parallel, Pegasys® was maintained at a price
premium. This dual brand strategy in Egypt grew Roche’s
Hepatitis C portfolio in Egypt from under CHF 10 million in
sales to approximately CHF 90 million in less than 5 years

7. 2.Managing brand lifecycle
 Ex: In Indonesia, when Sanofi’s anti-platelet drug Plavix® was facing
patent expiry in 2012, they introduced a lower priced second brand of
generic clopidogrel. Strong economic growth in Indonesia has led to an
overall increase in per capita income but over 65 million people still live
just above the poverty line, vulnerable to falling back into poverty.
Mindful of this strong economic segmentation in Indonesia, Sanofi did
not discontinue marketing efforts of its premium brand Plavix after
patent expiry, but maintained it in the market along with lower priced
second brand. This dual brand strategy allowed Sanofi to successfully
market both products in parallel, maximizing value from both segments
and thus, cushioning the drop in revenue after the entry of generics.

8. 3. Establish market leadership
 One of the biggest challenges multinational companies have to
overcome in emerging markets is to successfully crack the complex
logistics of sales. To establish market leadership in challenging
markets, it is not enough to simply price the drug at affordable
levels, but companies also have to ensure maximum utilization.
 AstraZeneca recently entered a similar distribution services
agreement with Sun Pharma in India, wherein Sun Pharma will
market the platelet aggregation inhibitor Brilinta® (ticagrelor) as a
new brand Axcer®. Presence of both Brilinta® and Axcer® in the
Indian market allows AstraZeneca wider reach to patients and
physicians, establishing its leadership in this space.

9. 4.Managing intellectual property
 Intellectual property rights and protection are often inadequate in
developing and underdeveloped countries.
 To avoid such government imposed alliances and perhaps also
to get ahead of the biosimilars curve, Roche partnered with the
Indian company Emcure to market a new brand of rituximab
called Ikgdar®. Interestingly, this led to three brands of Roche’s
rituxan in India, also including the low-price product Ristova®.

10. 5.Social Impact
 Sanofi Aventis tackled the rampaging menace of malaria in sub-
Saharan Africa by launching a fixed-dose combination treatment
called ASAQ in partnership with the non-profit Drugs for Neglected
Diseases Initiative. The dual brand approach enabled Sanofi Aventis
to qualify for the WHO regulatory requirements while protecting its
commercial interest in other markets. Gaining a place on the WHO
Prequalification Program list allowed procurement and disbursement
of ASAQ by UN and other international aid agencies resulted in
tremendous utilization in public markets in sub-Saharan Africa. In
private markets, however, Sanofi Aventis sold the same drug as
Coarsucam™, priced approximately three or four times the public
price.

11. 2nd Brand Strategies:
 Offensive:
By successfully launching new
brands into the same market
space, albeit targeted at
different customer segments,
you force your competitors out
of the market.
 Defensive:
 By launching new brand in
the same market space to
protect the existing
business from new rivals.

13. SPIMACO USD Sales YTD 9/2016
“KSA”
YTD/09/2016 USD Sales Rank USD Sales CAGR% %PPG %MS
SPIMACO* 1 239,297,567 14% 5% 100%
* SNAFI 1 37,597,280 15% -17% 16%
KLAVOX 2 36,419,452 14% 5% 15%
ROFENAC 3 21,321,633 7% 10% 9%
LORINASE 4 9,977,383 19% 24% 4%
GLIPTAMET 5 7,542,498 --- 28% 3%
FEVADOL S.F. 6 6,137,553 3% -4% 3%
HYMOX 7 5,743,359 5% -27% 2%
CECLOR 8 5,516,542 4% 10% 2%
ETORIA 9 5,436,198 --- 40% 2%
SAPOFEN 10 5,194,897 0% 14% 2%
Total Others (67) xxx 98,410,772 14% 12% 41%

14. SPIMACO USD Sales YTD 8/2016
“UAE”
YTD/08/2016 USD Sales Rank USD Sales CAGR% %PPG %MS
SPIMACO 1 18,505,588 17% 18% 100%
SNAFI 1 4,830,913 5% 4% 26%
PROTON 2 2,111,187 46% 65% 11%
KLAVOX 3 1,566,134 2% 2% 8%
ROFENAC 4 1,299,831 15% 23% 7%
TOVAST 5 1,026,928 28% 27% 6%
LORINASE 6 1,017,674 83% 23% 5%
CIPROMAX 7 965,495 16% 20% 5%
ZIMAX 8 694,389 9% 14% 4%
GLIM 9 659,026 30% 31% 4%
FLUTAB 10 639,936 7% 30% 3%

15. SPIMACO USD Sales YTD 8/2016
“Kuw”
YTD/08/2016 USD Sales Rank USD Sales CAGR% %PPG %MS
SPIMACO 1 5,425,159 1% 80% 100%
SNAFI 1 1,725,664 20% 191% 32%
KLAVOX 2 643,483 -8% 40% 12%
CECLOR MR 3 499,564 6% 50% 9%
ZIMAX 4 457,878 -11% 65% 8%
PROTON 5 439,010 -6% 70% 8%
ROFENAC 6 352,789 -2% 117% 7%
FEROSAC 7 242,885 -3% -3% 4%
LORINASE 8 187,356 5% 40% 3%
LORINE 9 164,243 -11% 102% 3%
CIPROMAX 10 128,661 -18% 85% 2%

16. 1.SNAFI & CILALIS

17. TADALAFIL & SILDENAFIL Sales performance
–IMS data past 6 years Units.
Units YEAR/15
Rank
Units YEAR/10 Units YEAR/11 Units YEAR/12 Units YEAR/13 Units YEAR/14 Units YEAR/15
TADALAFIL 1 1,189,798 1,326,349 1,457,935 1,489,005 1,903,772 2,154,240
SNAFI 1 724,401 750,521 857,025 1,008,118 1,246,893 1,502,134
CIALIS 2 465,397 575,828 600,910 480,887 656,879 652,106
Units YEAR/15
Rank
Units YEAR/10 Units YEAR/11 Units YEAR/12 Units YEAR/13 Units YEAR/14 Units YEAR/15
SILDENAFIL 1 512,479 589,399 609,829 847,999 1,232,187 2,045,818
VIAGRA 1 512,479 589,399 609,829 847,999 863,776 955,516
ERECTA 2 - - - - 233,049 388,632
WAFI 3 - - - - - 206,239
APHRODIL 4 - - - - - 170,970
GIAD 5 - - - - 47,333 107,845
VERO 6 - - - - 80,171 100,453
FALLAH 7 - - - - - 58,668
SILAFIL 8 - - - - 7,858 57,495

18. TADALAFIL & SILDENAFIL Sales performance
–IMS data past 6 years USD.
USD Sales
YEAR/15 Rank
USD Sales
YEAR/10
USD Sales
YEAR/11
USD Sales
YEAR/12
USD Sales
YEAR/13
USD Sales
YEAR/14
USD Sales
YEAR/15
TADALAFIL 1 37,750,768 42,082,702 46,258,360 47,616,306 65,401,423 73,843,783
SNAFI 1 22,984,790 23,812,792 27,192,276 31,986,256 39,559,204 47,642,676
CIALIS 2 14,765,978 18,269,910 19,066,084 15,630,050 25,842,219 26,201,107
USD Sales
YEAR/15 Rank
USD Sales
YEAR/10
USD Sales
YEAR/11
USD Sales
YEAR/12
USD Sales
YEAR/13
USD Sales
YEAR/14
USD Sales
YEAR/15
SILDENAFIL 1 15,037,204 17,242,694 14,674,576 18,444,813 22,796,502 32,725,081
VIAGRA 1 15,037,204 17,242,694 14,674,576 18,444,813 18,786,274 20,747,638
ERECTA 2 - - - - 2,513,525 4,191,871
WAFI 3 - - - - - 2,747,095
APHRODIL 4 - - - - - 1,659,390
VERO 5 - - - - 960,974 1,204,044
GIAD 6 - - - - 459,458 1,047,101
FALLAH 7 - - - - - 569,674
SILAFIL 8 - - - - 76,271 558,268

19. 2. GLIPTEN & JANUVIA

20. SITAGLIPTIN & VILDAGLIPTIN Sales
performance –IMS data past 3 years Units.
Units YEAR/15 Rank Units YEAR/13 Units YEAR/14 Units YEAR/15
A10N3 DPP-IV INH & BIGUAN COMB 1 337,584 482,104 669,948
JANUMET 1 318,673 321,886 416,825
GLIPTAMET 2 18,911 160,218 253,123
A10N1 DPP-IV INH A-DIAB PLAIN 2 351,314 368,613 332,071
JANUVIA 1 330,431 298,508 257,886
GLIPTEN 2 20,883 70,105 74,185
Units YEAR/15 Rank Units YEAR/13 Units YEAR/14 Units YEAR/15
A10N3 DPP-IV INH & BIGUAN COMB 1 425,226 441,445 527,532
GALVUS MET 1 425,226 441,445 527,532
JALRA M 2 - - -
A10N1 DPP-IV INH A-DIAB PLAIN 2 221,684 175,639 175,943
GALVUS 1 221,684 175,639 175,943
JALRA 2 - - -

21. 3. RESPIRA & SERETIDE

22. RESPIRA & SERETIDE Sales Performance YTD
9/2016
YTD/09/2016 Units Rank Units Sales %CAGR 3Y %PPG %MS
B2-AGON+CORTIC COMBS INH 1 349,641 19% 90% 100%
SERETIDE 1 218,406 -6% 55% 62%
RESPIRA 2 131,235 --- 199% 38%
USD Sales YTD/09/2016 Rank USD Sales %CAGR 3Y %PPG %MS
B2-AGON+CORTIC COMBS INH 1 11,483,038 3% 62% 100%
SERETIDE 1 8,172,999 -13% 37% 71%
RESPIRA 2 3,310,039 --- 200% 29%

23. Non Pharma Examples

24. TOYOTA & LEXUS???

25. Egypt Air & Express Airways???

26. ARIEL & TIDE???

27. Q& A
Thanks