2. Introduction
• Specsafon is L-Carnitine capsules "350mg in 3 strips of 10 capsules with price 33
LE“
• According to IMS 2014 the sales of overall L-carnitine market are 75,385,941
LE(90,661,646.00LE in 2016).
• -The market leader is Carnivitafort tablets (contains ZINCK beside l-carnitne with
1g conc) which make it superior in cases of male infertility.
• - Carnitine is involved in the metabolism of ketones for energy and the conversion
of branched-chain amino acids " valine, leucine, and isoleucine" into energy, which
allow specsafon to play in different specialties that already visited IM,Cardio,URO
and this made opportunity for specsafon
3. Introduction
• Carnitine as cofactor in the transformation of free long-chain fatty acids
intoacylcarnitines for subsequent transport into the mitochondrial matrix and
getting energy, this is energy similar with the fuel delivery of the car so it’s the idea
of the brochure.
• Our objective in integrating Specsafone as oral L_carnitine in dialysis market
beside its main market in infertility and its rule with cardiology is our way to
initiate Specsafone distinguished market place.
• According to the analysis (Market and Company) forecasting 5% to be Specsafone
market share by the 1st year which equals 137,366 units or 62,922 unit by removing
Carnivitafort from compititors is the objective.
4. Medical notes about L-Carnitine
• LC could accelerate lipid metabolism and then identified its pivotal
role in mitochondrial β-oxidation of long-chain fatty acids for
cellular energy production
• LC present in human tissues is mainly of exogenous origin from
meat, poultry and fish in dietary
• In 1973, Engel reported the first case of carnitine deficiency and
treated it with carnitine supplementation
• Carnitines for medication use are mainly approved to treat carnitine
nutritional deficiency induced by hemodialysis in chronic renal
failure patients by Food and Drug administration (FDA)
5. Medical notes about L-Carnitine
• However, considering their safety and multifunctions, carnitines, including LC and
Lacetyl-carnitine (LAC), are widely used in various diseases including male
infertility
• L-carnitine is absorbed in the intestine by a combination of active transport and
passive diffusion.
• Bioavailability following an oral dose has varied substantially, with estimates as
low as 16-18 percent 2, 3 and as high as 54-87 percent
• Maximum blood concentration is reached approximately 3.5 hours after an oral
dose and slowly decreases, with a half-life of about 15 hours
• Elimination of carnitine occurs primarily through the kidneys
• L-carnitine is very well tolerated; even withhigh doses (up to 15 g/day).
6. Specsafon indications
• In hemodialysis: -
• i. improve hemoglobin (Hb) and hematocrite (HCT) values
• ii. reduce the need for erythropoietin
• iii. improve the physical performance and the histological morphology of the skeletal muscles in the
supplemented patients
• cardiology: -
• i. improves the exercise duration of patients with peripheral vascular disease
• ii. improve exercise capacity and the electrocardiographic manifestations of ischemia
• In male infertility: -
• As asthenozoospermia is one of the most important reasons for male factor infertility
• So Supplementation with L-carnitine has proven benefits on sperm quality
7. Market analysis
Market overview:
• 1- L_carnitine in CARDIAC PREPS market
CARDIAC PREPS products
u v
L-CARNITINE 1,042,569 22,786,658
COENZYM Q10 107,808 1,886,643
CARDIOTON 115,506 1,270,566
EMACARDIN 19,200 288,000
PROSTAVASIN 120 14,160
total 1,285,203 26,246,027
21. L_carnitine Capsules market analysis: -
all capsules
u v
2012 467,099 9,992,928
2013 405,527 9,703,128
2014 550,395 12,952,616
467,099
405,527
550,395
0
100,000
200,000
300,000
400,000
500,000
600,000
201220132014
all capsules u
8%
9,992,928
9,703,128
12,952,616
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
201220132014
all capsules v
13%
u v
2012 467,099 9,992,928
2013 405,527 9,703,128
2014 550,395 12,952,616
2016 1,135,685.00 28,959,743.00
22. Strategic objectives
Mission:
-To integrate Specsafon as oral L_carnitine in dialysis market beside its main market in
infertility and its rule with cardiology.
-To integrate Specsafon as a me too product in male infertility
Goals:
-Targeting the segment of patients with the 1st stages of dialysis
-Trying to change the concept of using only the injection form
-planting the idea of that L_carnitine isn’t only a routine in dialysis but also essential
-strengthen our rapport with urology DRs
-Taking the advantage of that urology portfolio with its shared specialties that can
prescribe Specsafon, and increasing its profitability.
23. Strategic objectives
Business summary:
IN dialysis patients L_carnitine regimen help in prevention of L_carnitine defiance and
its risks
The problem is the heavy oral drugs prescribed for this segment, so injection is preferred
for them
The segment of 1st stages of dialysis doesn’t have this problem so; this segment is
specsafon target
In cardiology specsafon can be used for relative carnitine insufficiency
With male infertility Supplementation with L-carnitine has proven benefits on sperm
quality
27. Competitors Features and benefits:
Features Benefits CARNITO
L
CARNIVI
TA CARNIVI
TA
FORTE
L-
CARNITINE
specsafon
form tabs High
bioavailabilit
y
+ +
solu + + +
amp +
caps + + +
Different
active
ingredients
Adding of
additional
component
s
Priority in
some cases
+
Price affordable Any patient
can buy
++ ++ + ++ ++
Availability Available in
all
pharmacies
Easy to be
found
++ ++ ++ ++
6+ 5+ 5+ 8+ 3+
28. Company Analysis:
ZAD PHARMACEUTICALS
Objectives Answers markets demands
Short and long term goals -Targeting the segment of patients with the 1st stages of
dialysis
-Trying to change the concept of using only the injection
form
-planting the idea of that L_carnitine isn’t only a routine
in dialysis but also essential
-strengthen our rapport with urology DRs
-Achieving 5% of the market share
Company strengths The support and flexibility from higher management
Company weaknesses
ZAD doesn’t have loyal DRs in those segments of line 3
29. SWOT Analysis
Strengths Weaknesses
- Safe
-New name
Absence of experience with nephrology
and cardiology DRs
-The Unstapled Field force.
Opportunities Threats
-The big growing market
-The variety of indications
-Presence of products that contains
other ingredients that can have the
priority in Infertility
-The priority of injection in some cases
of dialysis
30. THE STRATEGIC FIT
Activity to address weakness/threatT.O.W.S
weakness/ threat))
By widening the portfolios size with new products which
enables us for making profitable services and having loyal
DRs
(Market Penetration Strategy) by specsafone.
Absence of experience with nephrology and cardiology DRs
The price of those products would make DRs don’t prescribe
them for all cases of male infertility and use only L_carnitine
(Leave As Is Now)
Taking the planned MS, enables us strategically for
(Product Development) New Indication, and /or segment
-Presence of products that contains other ingredients that can
have the priority in Infertility
By targeting the segment of 1st stages of dialysis (BestValue
Focus Strategy)
the priority of injection in some cases of hemodialysis
32. Pre-Launching phase
• - Seeding phase
• Availability of Specsafon in all distributers
• Availability of Specsafon in all pharmacies
• Launching phase
•Objective of this phase: -
• Brand awareness for Specsafon
33. Launching phase
Objectives of this phase is
A- gaining the trust of nephrology DRs for using specsafon as oral l-carnitine with dialysis
patientsThis will be made by two ways
1-donation with 30 units for 1 dialysis center to be used for 5 patients for 1 month and it will be
done in every area
2- inTanta university atrial about using specsafon with 1st stages of hemodialysis patients and
ZAD will provide the university with needed units of specsafon
The results of the study will be within 6 months and with publishing this study ZAD will gain
good image and good branding with this segment of DRs
B- gaining loyal DRs
1-KOL DR will be determined from each area to be in scientific share
2-group meeting for junior Urology and IM DRs
34. The time frame
date forcasting
The donation July 60 unit from each center by next
month
The trail July Branding
The scientific share September 100 unit / group meeting
Group meetings August 100 unit/ DR/month
35. Budget
novem
ber
decem
ber january february march april total cost
brochu
re 2,000 2,000 4,000 6,000
gifts 60 60 60 60 0 240 5,000
group meeting 5 5 5 5 5 25 12,500
conferences 5 5 20,000
43,500
37. Forecasting / 3 years
20%of the market share is forecasted
Expanding the area of coverage to
include remote areas
Integrate specsafon in new markets
like OTC
10% of the market share is forecasted
Increasing the loyal DRs
Brand awareness
Branding for ZAD
Building of good rapport with DRs by
group meetings and conferences
