This document provides an executive summary and market analysis for Telmisartan tablets in Pakistan. It finds that the total market size for Telmisartan in 2019 was 1.88 million units valued at 351.42 million, representing 21.25% growth. The largest brands by value were Tasmi and Misar, capturing 31% and 36% market share respectively. It also analyzes the market for Telmisartan in combination with hydrochlorothiazide, finding the 2019 market was 990,052 units valued at 302.45 million, with 21.15% growth. The largest combination brand was Co-Tasmi.

1. TELMISARTAN 1

2. TELMISARTAN 2
Marketing Plan of Telmisartan
By: Shahid Khan

3. Telmisartan
40 & 60 mg tablets

4. Executive Summary
• Total Market of TELMISARTAN:
• Value: 351,420,619
• Units: 1,876,417
• Growth: 21.25%
TELMISARTAN 4

5. Executive Summary
• Total Market of TELMISARTAN + HYDROCHLODIAZIDE
• Value: 302,447,023
• Units: 990,052
• Growth: 21.15%
TELMISARTAN 5

6. Executive Summary: Key Players
Telmisartan Telmisartan + HCTZ
o Misar Misar-H
o Tasmi Co-Tasmi
o Telsarta Telsarta-D
o Telsan Co-Telsan
o Normisar Normisar plus
o Cresar Cresar-H
TELMISARTAN 6

7. Executive Summary
• Largest market has been captured by:
•Tasmi (Value-wise)
•Misar (Unit-wise)
TELMISARTAN 7

8. Executive Summary
• Getz pharma and Highnoon pharma are enjoying a value of
127,478,598 and 108,608,661 respectively.
TELMISARTAN 8

9. Executive Summary
• Among combination therapy largest market has been
captured by:
•Co-Tasmi (134,119,940)
TELMISARTAN 9

10. Situational Analysis
•Disease Overview
•Market Analysis
•Competitive Analysis
TELMISARTAN 10

11. Disease Overview
Global burden of hypertension: Analysis of worldwide data
 Hypertension affects approximately ONE billion people
worldwide.
 Number of adults with hypertension is estimated to rise up to
60% by 2025 i.e. 1.6 billion.
Lancet. 2005 Jan 15-21;365(9455):217-23
TELMISARTAN 11

12. Prevalence in Pakistan
• The National Health Survey of Pakistan estimated that
hypertension affects 18% of adults below 45 years and 33% of
adults above 45 years.
• 50% of the people with hypertension were diagnosed and
that only half of those diagnosed were ever treated.
Only 12.5% of hypertension cases were adequately controlled.
British Journal of General Practice
TELMISARTAN 12

13. • % age of Pakistani
adults with HTN
18%
• %age of Pakistani
above 45 years of
age
33%
• are only adequately
controlled HTN
Cases.
12.5%
Fahad Saleem et al; Br J Gen Pract. 2010 June 1; 60(575): 449–450. doi: 10.3399/bjgp10X502182
Time to take some
serious action

14. TELMISARTAN 14

15. Treatment options
• Losartan
• Valsartan
• Telmisartan
ARBs
Angiontensin-II Receptor
Blockers
• Lisinopril
• Ramipril
• Enalaril
ACEIs
Angiotensin Converting Enzyme
Inhibitors
• Atenolol
• Bisoprolol
• Nebivolol
BBs
Beta Blockers
TELMISARTAN 15
• Candesartan
• Irbesartan
• Olmisartan
• Captopril
• Perindopril
• Metoprolol
• Carvedilol
• Propranolol

16. Treatment options
• Amlodipine
• Nifedipine
• Diltiazem
CCBs
Calcium Channel Blockers
• Furosemide
• Torsemide
• Bumetanide
Diuretics
• Hydralazine
• Minoxidil
• Nitroglycerine
Vasodilators
Beta Blockers
TELMISARTAN 16
• Verapamil
• Nisoldipine
• Nicardipine
• Hydrochlorothiazide
• Amiloride
• Spironolactone
• Nitroprusside Sodium
i. Loop diuretics
ii. Thiazide diuretics
iii. Potassium Sparing Diuretics

17. Market Analysis
•Market size – VALUE
•Market size – UNITS
•Market size - GROWTH
TELMISARTAN 17

18. 0
50
100
150
200
250
300
350
400
2017 2018 2019
254.27
289.82
351.42
Millions
Market Size - VALUE
2017
2018
2019
18
TELMISARTAN

19. 0.000001
0.00001
0.0001
0.001
0.01
0.1
1
10
2017 2018 2019
1.39
1.55
1.88
Millions
2017
2018
2019
Market Size - UNITS
IMS MAT 2017-18-19
19
TELMISARTAN

20. Units
Value
0
5
10
15
20
25
2018
2019
11.16
21.44
13.98
21.25
Units
Value
MARKET SIZE – GROWTH
IMS MAT 2018-19 20
TELMISARTAN

21. Competitive Analysis
• Brand vs Brand:
• VALUE
• UNITS
• GROWTH IN VALUE
• GROWTH IN UNITS
TELMISARTAN 21

22. 0
20
40
60
80
100
120
140
TASMI MISAR TELSARTA TELSAN NORMISAR MISARTAN CRESAR
127
109
53
35
12
8 5
113
88
45
27
11 6
98
65
45
27
12 5
Millions
2019
2018
2017
Brand VS Brand – VALUE IMS MAT 2017-18-19
22
TELMISARTAN

23. 0
100
200
300
400
500
600
700
MISAR TASMI TELSARTA TELSAN NORMISAR MISARTAN CRESAR
642
548
303
152
107
51
66
522
495
265
127
92
43
411
433
272
127
106
36
Thousands
2019
2018
2017
Brand VS Brand – UNITS IMS MAT 2017-18-19
23
TELMISARTAN

24. -15
-10
-5
0
5
10
15
20
25
30
35
MISAR TASMI TELSARTA TELSAN NORMISAR MISARTAN
23
13
19
32
15
28
35
14
-2 0
-14
23
2019
2018
Brand VS Brand – GROWTH IN VALUES IMS MAT 2018-19
24
TELMISARTAN

25. -15
-10
-5
0
5
10
15
20
25
30
MISAR TASMI TELSARTA TELSAN NORMISAR MISARTAN
23
11
14
20
15
18
27
14
-2 -1
-13
19
2019
2018
Brand VS Brand – GROWTH IN UNITS IMS MAT 2018-19
25
TELMISARTAN

26. TELMISARTAN 26
IMS MAT 07/2019 IMS MAT 07/2018 IMS MAT 07/2017
Units
Growth in
Units Value
Growth in
Value Units
Growth in
Units Value
Growth in
Value Units Value
TELMISARTAN 1,876,417 21.44 351,420,619 21.25 1,545,202 11.16 289,819,908 13.98 1,390,107 254,274,037
MISAR HIG 641,501 22.86 108,608,661 23.40 522,131 27.13 88,013,337 35.68 410,699 64,870,290
TASMI GTZ 548,103 10.78 127,478,598 12.88 494,760 4.36 112,931,904 14.86 432,631 98,324,876
TELSARTA PE 303,290 14.37 52,956,329 18.78 265,183 -2.45 44,584,651 -1.58 271,844 45,302,483
TELSAN HL 152,345 20.26 35,441,631 32.01 126,681 -1.28 26,847,465 -0.26 128,330 26,917,007
NORMISAR NQM 106,699 15.47 12,231,048 14.64 92,402 -13.14 10,668,628 -14.46 106,385 12,471,659
CRESAR TAB 66,455 999.00 5,129,118 999.00 0 0.00 0 0.00 0 0
MISARTAN IND 50,710 18.74 8,144,292 27.76 42,708 18.77 6,374,841 23.29 35,960 5,170,601
TELMIS GNX 6,590 999.00 1,277,613 999.00 0 0.00 0 0.00 0 0
TELISARTAN SCZ 386 999.00 59,942 999.00 0 0.00 0 0.00 0 0
TELSITAN MTR 299 -73.42 84,915 -75.34 1,125 -32.80 344,369 -34.97 1,674 529,516
MICTEL BSH 39 -80.10 8,472 -82.75 196 -92.41 49,123 -92.86 2,584 687,605
DE-NILE MAS 0 -100.00 0 -100.00 16 999.00 5,590 999.00 0 0
Competitors Analysis – TELMISARTAN
Key Players
Company

27. Competitive Analysis
• Key players:
• Share in VALUE
• Share in UNITS
TELMISARTAN 27

28. 31%
36%
15%
10%
4% 2% 2%
MISAR
TASMI
TELSARTA
TELSAN
NORMISAR
CRESAR
MISARTAN
IMS MAT 07/2019
Key Players – Share in Value
28
TELMISARTAN

29. 34%
29%
16%
8%
6%
4% 3%
MISAR
TASMI
TELSARTA
TELSAN
NORMISAR
CRESAR
MISARTAN
Key Players – Share in Units
IMS MAT 07/2019 29
TELMISARTAN

30. TELMISARTAN 30
S. No. Brands Company Pack Size TP MRP Price/Tab
20mg 40mg 80mg 20mg 40mg 80mg 20mg 40mg 80mg
1 MISAR Highnoon 10’s 121 208 308 12.1 20.8 30.8
2 TASMI GETZ 14’s 173 320 471 12.35 22.85 33.64
3 TELSARTA Pharmevo 10’s 147.2 246.1 356.5 14.72 24.61 35.65
4 TELSAN Hilton 10’s/14’s 128 315 480 12.8 22.5 34.28
5 NORMISAR Nabiqasim 10’s 99 200 320 9.9 20 32
6 CRESAR Tabros 10’s 50 95 138 5 9.5 13.8
7 MISARTAN Indus 10’s 139.63 233.45 --- 13.96 23.34 ---
PRICE COMPARISON

31. Market Analysis - HCTZ + Telmisartan
•Market size – VALUE
•Market size – UNITS
•Market size - GROWTH
HCTZ + TELMISARTAN 31

32. 0
50
100
150
200
250
300
350
400
2017 2018 2019
226.34
249.66
302.45
Millions
Market Size - VALUE
2017
2018
2019
HYDROCHLOROTHIAZIDE + TELMISARTAN

33. 0.000001
0.00001
0.0001
0.001
0.01
0.1
1
10
2017 2018 2019
0.78
0.84
0.99
Millions
2017
2018
2019
Market Size - UNITS
IMS MAT 2017-18-19
HYDROCHLOROTHIAZIDE + TELMISARTAN

34. Units
Value
0
5
10
15
20
25
2018
2019
7.17
17.85
10.3
21.15
Units
Value
MARKET SIZE – GROWTH
IMS MAT 2018-19
HYDROCHLOROTHIAZIDE + TELMISARTAN

35. Competitive Analysis – HCTZ + Telmisartan
• Brand vs Brand:
• VALUE
• UNITS
• GROWTH IN VALUE
• GROWTH IN UNITS
HCTZ + TELMISARTAN 35

36. 0
20
40
60
80
100
120
140
134
71
53
31
6 5 1
1
121
50
42
24
5 4
2
102
38
46
26
6
3
4
Millions
2019
2018
2017
Brand VS Brand – VALUE IMS MAT 2017-18-19
HYDROCHLOROTHIAZIDE + TELMISARTAN

37. 0
50
100
150
200
250
300
350
400
450
407
253
174
101
24 19 7
5
387
180
141
81
22 16
12
337
147 154
89
25 13
18
Thousands
2019
2018
2017
Brand VS Brand – UNITS IMS MAT 2017-18-19
HYDROCHLOROTHIAZIDE + TELMISARTAN

38. -50
-40
-30
-20
-10
0
10
20
30
40
50
CO-TASMI MISAR-H TELSARTA-D CO-TELSAN TELMIS-H MISARTAN-H NORMISAR
PLUS
11
41
27
30
9
30
-47
19
31
-8
-10
-14
24
-32
2019
2018
Brand VS Brand – GROWTH IN VALUES IMS MAT 2018-19
HYDROCHLOROTHIAZIDE + TELMISARTAN

39. -50
-40
-30
-20
-10
0
10
20
30
40
50
CO-TASMI MISAR-H TELSARTA-D CO-TELSAN TELMIS-H MISARTAN-H NORMISAR
PLUS
5
40
24 25
9
23
-47
15
23
-9
-9
-14
22
-32
2019
2018
Brand VS Brand – GROWTH IN UNITS IMS MAT 2018-19
HYDROCHLOROTHIAZIDE + TELMISARTAN

40. HYDROCHLOROTHIAZIDE + TELMISARTAN
IMS MAT 07/2019 IMS MAT 07/2018 IMS MAT 07/2017
Units
Growth in
Units Value
Growth in
Value Units
Growth in
Units Value
Growth in
Value Units Value
990,052 17.85 302,447,023 21.15 840,097 7.17 249,656,106 10.30 783,879 226,344,388
CO-TASMI GTZ 406,595 5.01 134,119,940 10.66 387,194 14.91 121,195,565 19.19 336,967 101,679,471
MISAR H HIG 252,687 40.05 70,581,849 40.54 180,426 23.16 50,223,240 30.50 146,502 38,483,881
TELSARTA-D PV- 174,433 24.07 53,393,694 26.79 140,595 -8.52 42,112,150 -8.27 153,682 45,910,601
CO-TELSAN HL. 101,293 25.20 30,896,969 29.77 80,904 -8.76 23,808,296 -10.07 88,673 26,473,743
TELMIS-H GX4 23,890 9.13 5,584,289 9.13 21,892 -14.03 5,117,257 -14.03 25,466 5,952,679
MISARTAN-H DY9 19,098 22.61 5,418,121 30.15 15,576 22.27 4,162,881 24.02 12,739 3,356,730
NORMISAR PLUS NQM 6,550 -46.52 1,286,091 -46.52 12,248 -31.62 2,404,896 -31.62 17,912 3,517,022
CRESAR-H T9P 4,992 999.00 908,736 999.00 0 0.00 0 0.00 0 0
TELSITAN-H MTR 514 -59.27 257,334 -59.27 1,262 -34.88 631,821 -34.88 1,938 970,261
Key Players
Hydrochlorothiazide
+Telmisartan
Company
Competitors Analysis – HYDROCHLOROTHIAZE + TELMISARTAN

41. Competitive Analysis – HCTZ + Telmisartan
• Key players:
• Share in VALUE
• Share in UNITS
HCTZ + TELMISARTAN 41

42. 44%
23%
18%
10%
2%
2%
1%
0%
CO-TASMI
MISAR-H
TELSARTA-D
CO-TELSAN
TELMIS-H
MISARTAN-H
NORMISAR PLUS
CRESAR - H
IMS MAT 07/2019
Key Players – Share in Value
HYDROCHLOROTHIAZIDE + TELMISARTAN

43. 41%
26%
18%
10%
2%
2%
1%
0%
CO-TASMI
MISAR-H
TELSARTA-D
CO-TELSAN
TELMIS-H
MISARTAN-H
NORMISAR PLUS
CRESAR - H
Key Players – Share in Units
IMS MAT 07/2019 HYDROCHLOROTHIAZIDE + TELMISARTAN

44. 44
HCTZ + TELMISARTAN 44
S. No. Brands Company Pack Size TP MRP Price/Tab
40/12.5 mg 80/12.5 mg 40/12.5 mg 80/12.5 mg 40/12.5 mg 80/12.5 mg
1 MISAR-H Highnoon 14’s 280 442 20 31.57
2 CO-TASMI GETZ 14’s 322 560 23 40
3 TELSARTA-D Pharmevo 14’s 356.5 515.2 25.46 36.8
4 CO-TELSAN Hilton 14’s 320 485 22.85 34.64
5 NORMISAR PLUS Nabiqasim 14’s 294 --- 21 ---
6 CRESAR-H Tabros 14’s 189 231 13.5 16.5
7 MISARTAN-H Indus 14’s 338.18 ---- 24.15 ----
8 TELMIS-H Genix 14’s 275 ---- 19.64 -----
PRICE COMPARISON

45. Problems & Opportunities
TELMISARTAN 45

46. SWOT Analysis
• Strengths
• Established quality image of the company.
• Market leaders and well-known brands.
• Strong presence in Cardiology segment.
• Strong liaison with KOLs.
• Has the longest half-life among ARBs.
• 24-hours mean ABPM reduction.
• More effective on EMBPS.
• Strongest binding affinity to AT1 receptor.
• Highest activation of PPARG.
• Beneficial effects on glycemic control.
• Beneficial in diabetic nephropathy.
• Greater renoprotective effect.
• Comparatively stronger uricosuric effect.
• Weaknesses
• Late entry.
• Poor product knowledge of field force.
• Poor detailing skills.
• Poor marketing skills.
• Higher team turnover.
• Lack of continuity of marketing plans.
• Low customer retention.
• Weak spending.
• Unattractive incentive policy for field force.
46

47. SWOT Analysis
• Opportunities
• Rapid market growth.
• Increasing incidence of CV diseases.
• Benefits beyond BP control.
• Extended indications.
• Comorbidities.
• Ideal PK & PD parameters.
• Sponsorships of conferences, symposia and
physician gatherings.
• Personalized activities for doctors.
• Clinics and wards development.
• Academic activities.
• Threats
• Investment based market.
• High budget promotional activities by
competitors.
• CMEs, cash and cheques.
• Established market presence of competitors.
• Team stability of competitors.
• Consistent marketing policies of competitors.
• Attractive incentive policies.
• Strict adherence and brand loyalty of still a
large number of doctors to old ARBs.
• Low price of competitors.
TELMISARTAN 47

48. Strategic Planning
TELMISARTAN 48
Strategic
Planning
Objectives
Segmenting
Targeting
Positioning

49. Objectives
Objectives
TELMISARTAN 49

50. Qualitative Objectives
1. To promote and establish that during early
morning hours there is a surge in BP and this
early morning surge is BP is directly linked
with high occurrence of CV incidents such as
Stroke & MI and Telmisartan is suggested to
be more effective than other ARBs in the
management of an early morning rise in BP,
because of its longer elimination half life (>20
TELMISARTAN 50

51. Qualitative Objectives
2. To promote and establish that Telmisartan has beneficial effects
on glycemic control more than other ARBs and this unique
feature of Telmisartan can be due to its peroxisome proliferator
activated receptors gamma (PPARG) agonistic activity.
3. To enhance the penetration of Telmisartan in endocrinology
segment.
4. To ensure that Telmisartan has better results in hypertensive type
2 diabetics.
TELMISARTAN 51

52. Qualitative Objectives
5. To promote that Telmisartan is an ideal choice for
hypertensive patients clustering with comorbidities.
6. Because of the economy along with quality, Telmisartan & C0-
Telmisartan are better choices.
7. To improve footwork on KOLs.
8. To build sound relationship with KOLs, getting their influential
benefits in generating prescriptions.
9. To develop consumer based activities.
TELMISARTAN 52

53. Quantitative Objectives
• Achieve 10% market share within the first 12 months of
product launch.
• Achieve 3rd rank in the TELMISARTAN market by the end of first
year of launch.
TELMISARTAN 53

54. Quantitative Objectives
• Achieve 200,000 units sales of Telmisartan within 12 months of
product launch.
• Achieve 150,000 units sales of Co-Telmisartan within 12
months of product launch.
TELMISARTAN 54

55. Segmenting & targeting
TELMISARTAN 55
Target
Audience
Cardiologist
Medical
Specialist
Diabetalogist
Nephrologist
General
Physician
Pulmonologist

56. Segmenting & targeting
Telmisartan Indications
Cardiologist
 Hypertension
 Reduction of the risk of myocardial infarction, stroke or death from cardiovascular causes.
 Hypertensive Patients with Left Ventricular Hypertrophy
 Treatment of diabetic nephropathy with proteinuria in patients with type 2 diabetes and a history of hypertension.
 Inhibit the reuptake of Uric acid-risk marker of cardiovascular diseases.
Medical Specialist
 Hypertension
 Early morning rise in BP.
 Reduction of the risk of myocardial infarction, stroke or death from cardiovascular causes.
 Hypertensive Patients with Left Ventricular Hypertrophy
 Treatment of diabetic nephropathy with proteinuria in patients with type 2 diabetes and a history of hypertension.
Diabetalogist
 Treatment of diabetic nephropathy with proteinuria in patients with type 2 diabetes and a history of hypertension.
 Beneficial effect on glycemic control and help in reducing the dose of Pioglitazone.
Nephrologist
 Renal Hypertension.
 Reducing the long term decline in renal function through RAAS blockade.
 Greater reduction in Proteinuria and thus have a Reno-protective effect.
General Physician  Any one of the above indications. 56

57. Brand Positioning
• Telmisartan will be positioned as the “Trusted Option to
treat Early Morning Rise in BP due to longer half-life”
and has beneficial effects on glycemic control due to PPARG
agonistic activity with optimum safety.
TELMISARTAN 57

58. TELMISARTAN 58

59. Cut Throat
Competition
Me Too Product
Achieve 100% Brand promised Sales figures by effective utilization of
available resources
Objective
Strong Branding
Service
Differentiation
• Magnify the Brand
effectiveness & cost
effectiveness
• Portray &
Propagate as a Major
Player in Targeted
Segments
• Ward Blocking
Activities
•Ward presentations
•RTDs, FMCs
•Books
•PharmaGuide key
•Address customized
needs
•Participation in
Local & academic
events
Issues
Strategy
Actions
Motivation of
Field Force
Recognition &
Rewards
• Rewards
•Family Rewards
•Incentives
BRAND STRATEGY

60. Marketing Mix Objectives and Tactics
Customer level
Consumer level
Distribution level
Chemist level
TELMISARTAN 60

61. Tactical tools
• Customer level (Doctor)
 Samples
 Giveaways
 Seminars
 Symposia
 LSPs
 RTDs
 Ward presentations
 Chamber presentations
 Ward development programs
 Sponsorships
• Consumer level (Patient)
FMCs
Public relation
TELMISARTAN 61

62. Tactical tools
• Distribution level
 Discounts
 Corporate relation and image
• Chemist level
 Discounts
 Giveaways
 Product stands
TELMISARTAN 62

63. Launch Campaign
S # Particulars Estimated cost
1
Presenting launching gift to the selected Consultants on
1st call in their chambers. xxxxx

64. S # Particulars
Estimated cost
1
o Ward development programs
o Ward presentations
o RTDs
o FMCs
o Chamber presentations
xxxxx
2
 Consultants Lunch/Dinner Activity with GM/DMM/NSM
 Family Lunch/Dinner for Consultants
 Refreshment/Outing/Picnic/Sports for Wards
xxxxx
3
 Doctors’ Birthday Celebration
 Doctors’ Family Birthday Celebration xxxxx
Total Cost xxxxxx
Customer Relationship
Post Launch Activities

65. Promotional Supports
S # Particulars Estimated cost
1
Promotional Material for FF on quarterly basis include;
 Ball Points
 Chit Pads
 Stickers/Wobblers
 Tissue Box with Gloves
 Keychains
 Wall clocks
xxxxxx
2
Samples & Literatures for FF on monthly basis include;
 Drop Cards
 Samples xxxxxx
Total Cost xxxxxxx

66. Field Force Training
S # Particulars Estimated cost
1
 02 Days Training with One night Stay
xxxxx

67. Field Force Motivation
S # Particulars Incentive
1  Attractive Incentive Policy for field force in first year of launch to
motivate them to earn maximum.
xxxxx
2
 Monitory award
 Star of the month Award
 Best TM//CM/GCM/SGCM award
 Rewarded with Certificate of appreciation from GM/DMM/NSM
 Photo of best TM/CM/GCM will be placed in the gallery of Zonal office
xxxxx

68. Promotional Expense
Promotional Item Quantity Cycle Total Quantity Unit Cost Total Cost
Literature
Drop Card
Buntings
Banners
Rollups
Samples
Giveaways
Books
Chemist Letter
Name Tags
Training manuals
Chit pads
Stickers
Wobblers
Souvenir

69. Stock Availability
Commercial stocks will be dispatched to the appointed
distributors well before launching.
Each TM will ensure the commercial stock’s availability at his
concerned distributors before launching.
Each TM will assure the commercial packs availability at
leading chemists of his working territory to secure the
prescription, not leaving a single prescription to be wasted.
TELMISARTAN 69