The document outlines the brand plan for cefuroxime axetil and clavulanic acid, covering market background, sales trends, and competitive analysis. It discusses marketing objectives for the coming year, including programs to increase prescriber acceptance and sales performance. Key marketing initiatives include user trials, scientific campaigns, and targeted communication strategies to enhance brand visibility and sales growth.

1. Brand Plan
1

2. Index
2013 ASSESMENT
Brand/Market Background
 Product Description
 Brand History
 Market Summary
Issues & Opportunities
 Internal Sales Trends
 Retails Sales Trends
 Regional Sales Trends
 Rx Trends
 Competition Trends
 Finding-MR Study/Field Work
Learning's
 Positives & Improvement Area
 Key Programs Assessment
 Need-Gap Analysis
 SWOT
Summary
 Issues & Opportunities
2014 PLAN
Marketing Objectives
 Sales, Share, Rank
 Other Metrics
Brand Strategic Archetype
 Opportunities/Issues, Imperatives & Program
 Program Details
 Program Execution
 Promo Spend details
Brand/Customer Communication Plan
 Customer Coverage
 Positioning
 Communication Strategy
Pricing Strategy
P&L Statement

3. Brand/Market Background
 Product Description
 Brand History
 Market Summary

4. Product Description (eg of Cef Axetil + Clav)
 Cefuroxime axetil – Prodrug of Cefuroxime
 2nd generation Cephalosporin
 The only second-generation Cephalosporin with both an intravenous and oral formulation
 MOA - Bactericidal - Binds to PBP & causes bacterial cell wall destruction
 Coverage -
 Skin infection causing pathogens - Staphylococcus aureus, Streptoccocus pyogenes
 Urinary tract infection pathogens- Escherichia coli, Proteus mirabilis, and Klebseilla pneumoniae
 Respiratory pathogens - Streptococcus pneumoniae, Haemophilus influenzae, and Moraxella catarrhalis
 Clavulanic acid
 B-lactamase inhibitor
 Acts as suicide inhibitors
 Prevents Cefuroxime from hydrolysis from beta-lactamases

5. Brand History
 CEFAXEL XP 625 launched in Jan-10 & CEFAXEL XP 375 launched in March-10
 Launch begun with promotion to Surgeons & Ortho specialties.
 From June-10 onwards, promotion was extended to Gynae & Physicians.
 Secondary sales crossed Rs. 40 Lac in Aug-10 & expected to cross Rs. 50 Lac by Nov-11
 Brand is likely to touch Rs. 5 Cr. mark by end of 2010
Month by month - Consistent rise

6. Market Summary
 Past
 First launched brand in combination market was Oratil CV (Macleods) in Dec.‘07
 Till 2009 no. of brands in combination market : 8
 Present
 Combination market size is Rs. 50 Cr. growing @ 98%.
 No. of brand present :12
 Cefu.+Clav. combination market size is 1/4th of plain Cefuroxime OS
 Future
 In year 2011, Combination market value would be Rs. 81 Cr. with growth projection of 40%
 Plain Cefuroxime OS market would grow @10% and will reach to Rs. 242 Cr.
 Cefu.+Clav. combination market size in 2011 would be 1/3rd of plain Cefuroxime OS market size

7. Issues & Opportunities
 Internal Sales Trends
 Retails Sales Trends
 Regional Sales Trends
 Rx Trends
 Competition Trends
 Rx Trends
 Finding- MR Study/Field Work

8. Issues & Opportunities :Internal Sales Trends
 Capture Internal Sales Trend (Primary)
Sales Value
Active chart
Sales Units
Active chart
Issues & Opportunities
• CEFAXEL XP 375 sales has not picked well in 2010

9. Issues & Opportunities : Retail Sales Trends
 Capture ORG Sales
Sales Value
Active chart
33
50
0
10
20
30
40
50
60
2010 LE 2011 P
Market Share
Active chart
5.5
5.7
5.4
5.45
5.5
5.55
5.6
5.65
5.7
5.75
2010 LE 2011 P
Issues & Opportunities
• Low refection into ORG as compared to internal primary and secondary sales
• Stagnant sales since last 3 months around Rs. 40 Lac in ORG

10. Absolute Prescriptions
75
17
62
0
20
40
60
80
MAR-APR'10 MAY-JUN'10 JUL-AUG'10 40
9
12
5
3
3
1
3
43.4
5
14.1
7.4
5.3
1.2
2.7
72.8
1.1
10.9
12
3.3
6.5
0 10 20 30 40 50 60 70 80
G P
GYNAE
CONS
SURGEON
E N T
ORTHO
URO
CHEST
Prescriptions Distribution
Active chart
Active charts
Issues & Opportunities : Rx Trends
Issues & Opportunities
• Ortho and Uro - have given better reflection than category
• Surgeons – Prescription contribution is less than category

11. Issues & Opportunities : Competition Trend Molecule
Segment
Brand (within
molecule)
Company Sales
MRP/Tab.
(for higher
stg. SKU)
Market Share Growth
Our Strategy to
Capture Share
2009 2010 2009 2010
CEFAKIND-CV MANKIND 127.1 29.00 30 25 4066 53
1. Through
continuous
focus on
specialist
(Surgeons and
Ortho)
2. Through Clav.
quality control
communication
ZOCEF-CV ALKEM* 81.6 42.83 20 16 1730 49
ORATIL CV
MACLEODS
PHARMA
70.3 30.17 19 14 2504 35
ZEFU-CV FDC 53.8 35.33 9 11 1191 109
FASTCLAV IPCA LABS 52.8 45.00 6 10 - 233
• Total market has crossed Rs. 500 Mn, Aug MAT -10 market is Rs.511 Mn, growing @ 81%
IMS July 10 MAT

12. Issues & Opportunities : Competition Trend Operating
Market
Brand (within
molecule)
Company Sales
Market Share Growth
Our Strategy to Capture
Share
2008 2009 2010 2009 2010
Cefuroxime OS
CEFTUM GLAXOSMITHKLINE 768 31 32 35 5 30
1.Increasing Cefuroxime
resistance
2.Data generation
3. Communication of
CEFAXEL XP as an
empowered Cefuroxime
CEFAKIND MANKIND 307 15 15 14 8 7
ZOCEF ALKEM* 155 10 8 7 -13 -1

13. Issues & Opportunities : Field Work
Issues
 Ceftum communication against Cefu.+Clav. combination
 High confidence level on Ceftum
 Limited prescribers of CEFAXEL XP
 Me too perception as BL+BLI combination
Opportunities
 Hospital doctors are experiencing resistance from beta-lactamases
 Yield maximization from well covered targeted specialty of Ortho and Surgeon

14. Learning's
 Positives & Improvement Areas
 Key Programs Assessment
 Need-Gap Analysis
 Customer Coverage Details
 SWOT

15. Positives & Improvement Area
Positives
• Consistent rise into secondary sales
• Good number of CMEs have been done
• Few HQs have crossed PMPM of 100 units
Improvement Area
• Rate of increase in sales should increase
• Doctor conversions from CMEs
• Focused customer approach
• Other HQs need to start climbing up
• Focus on CEFAXEL XP 375

16. Need-Gap Analysis : Vis-à-vis Key Molecule
Gap Vs Key Molecules Stratgey to Bridge Gap
Cefuroxime showing resistance to beta-lactamse
producing strains
With Clavulanic acid into CEFAXEL XP, enhanced sensitivity
towards beta-lactamase producing strains
Cefuroxime use may lead to delayed patient recovery into
post operative cases
Communicate faster recovery with CEFAXEL XP

17. Need-Gap Analysis :
Vis-à-vis Customer Coverage / Rx Penetration
KeySpeciality
Universe
(Nos)
Our
Coverage
(Nos)
%Coverage Rx Penetration StrategytoBridge Gap

18. SWOT Analysis
Strengths Weaknesses Opportunities Threats
Strong presence in
Cephalosporin market
Lack of strong
scientific data
Encash Cefuroxime
resistance cycle
Ceftum promotion
against Cefu+Clav.
combination
Good coverage of key
splty. like Surgeons and
Ortho
Low contribution
from lower
strength SKU
Presence in high growth
market of Cefuroxime +
Clavulanic acid combination
Value generation per
prescription is high
Yield maximization from well
covered targeted specialty of
Ortho and Surgeon

19. Summary - Issues & Opportunities
 Issues
 Cefu.+Clav. Combination acceptance at key specialty
 Strong scientific promotional campaign against Cefu.+Clav. combination by
competitor – Ceftum from GSK
 Limited prescribers of CEFAXEL XP
 CEFAXEL XP 375 has not picked up well
 Opportunities
 To garner and nurture further early adopters of CEFAXEL XP
 Presence into high growth market of Cefuroxime + Clavulanic acid
 To maximize and leverage Altius team potential for CEFAXEL XP
 To increase Gyne focus to leverage CEFAXEL XP 375 potential

20. Marketing Objectives
 Sales, Share, Rank
 Brand Metrics

21. Marketing Objective
Rs. Mio 2008 2009 2010 (LE)
Budget
2011
% growth
11 over 10
CAGR(08
over 10)
Segment 122 376 583 816 40 119
Brand
ORG Value 33 50 52
MS (%) 5.7 6.1
Secondary Sale 33.8 55.7 65
Primary Sale 47.6 74.3 56
R-factor 0.71 0.71
Rank 7 5

22. Brand Metrics
2010 LE 2011
Market Share % 5.7 6.1
Prescription Share % 5.2 6
Primary Sales (Rs Mn) 47.6 70
NMC (Rs Mn) 10.3 21.6

23. Brand Strategic Archetype
 Opportunities/Issues, Imperatives & Program
 Program Details
 Program Execution
 Promo Spend details

24. Opportunities/Issues, Imperatives & Program
N
o
Issues and
Opportunities
Imperatives Programs
Highlight the Program linkage
to Issues
1
Cefu.+Clav.
Combination
acceptance at key
specialty
To generate scientific data to
support Cefuroxime and
Clavulanic acid combination
User trial in Ortho. And
Surgeons specialty
It will help in generating scientific
data
2
Limited prescribers of
CEFAXEL XP
To nurture and consolidate
early adopters and KBLs
CEFAXEL XP Perfectionist Club
It will develop core group of
CEFAXEL XP prescribers
To increase doctor conversions
in Ortho, Surgeons & Gynecs
Beyond biofilm campaign
It will generate need for
combination & increase acceptance
of CEFAXEL XP
To increase doctor conversions
Pivotal CMEs
It will help in developing new
prescribers through concept

25. Marketing Programs - Snapshot
Goals for program Target Customer details
CEFAXEL XP
User trial
To generate data and establish
superiority of Cefuroxime + Clav.
combination over plain Cefuroxime
All India - 500 doctors
(Surgeons and Ortho)
CEFAXEL XP
Perfectionist
club
To establish core group of
CEFAXEL XP prescribers
1200 doctors at All India level comprising
Surgeons and Orthos
Special VIBGYOR
sampling
To convert Cefuroxime
Prescribers to CEFAXEL XP
5 doctors per MSR comprising
of Surgeons, Orthos and Gynecs
Pivotal CMEs To increase conversions
for CEFAXEL XP
Doctors would be selected at
RM level (20 per Qtr.) among
following specialties :
Ortho, Surgeons, CP and Gynes

26. Key Marketing Programs - Details
Program 1: CEFAXEL XP Evaluation study
Objectives:
 To enhance usage of CEFAXEL XP into targeted specialities – Ortho and Surgeons
 To generate supportive data for Cefuroxime and Clavulanic acid
Details (POA)
What CEFAXEL XP user trial for 3 successive months
Who Doctor selection will be done by RMs
When Feb-April 2011
How All India targeted doctors = 500 doctors, Avg. 25 doctors / RM
Doctor selection will be completed by 15th January 2011
Targeted patients per doctor per month : Minimum10
Enrollment letters and CSFs will be handed over to field staff by 15th Jan ‘11
Data collection would be finished by 15th May 2011 and will be send for statistical analysis
Doctor honorarium worth Rs. 2000/- in May visit 1

27. Key Marketing Programs - Details
Program 1: CEFAXEL XP Evaluation study
 KPIs
 Minimum 7500 prescriptions would be generated through user trial activity
Cost/ROI
Cost - Rs. 1 Mn
ROI - 4.1
Activity name No of doctors
Cost per unit
(Rs.)
Total cost (Rs.
Lac)
ROI per
doctor
Total ROI (Rs.
Lac)
CEFAXEL XP User trial 500 2000 10.0 10200 51.0

28. Key Marketing Programs - Details
Program 2: CEFAXEL XP - The Perfectionist Club
 Objectives
 To nurture and consolidate early adopters of CEFAXEL XP
 To establish KBLs
 Details (POA)
What To establish 1200 core CEFAXEL XP prescribers through regular activities
Who Selection by DMs and RMs
When Jan – Dec 2011
How Doctor selection will be completed by 25th Nov 2010
Doctor profiling will be completed by 15th Jan 2011
Enrollment through personalized letter
Two types of activities :
1. Scientific activities
2. “Serves Perfection” activities
70% of doctors will be visited by DM once in a month & 70% of doctors will be visited by RM once in

29. Key Marketing Programs - Details
Program 2: CEFAXEL XP - The Perfectionist Club
Scientific Activities
 For Orthos : Operative Techniques In Orthopaedics (Co-branded with Calslot)
Quantity : All India 1000
Frequency : Thrice / Year, Q-1, Q-2 & Q-3
Cost : Rs. 5.6 Lac
For Surgeons : Journal Of The American College Of Surgeons
Quantity : All India 1000
Frequency : Once / Quarter
Cost : Rs. 14.4 Lac
Beyond bio film campaign
Quantity : 15 doctors per MSR and HBE
Frequency : Once / Quarter
Cost : Rs. 1.2 Lac

30. Key Marketing Programs - Details
Program 2 : CEFAXEL XP - The Perfectionist Club
“Serves Perfection” Activities :
Personalized name calendar – Q-1’11
Calendar with doctor’s name on each page in attracting manner
All India targeted doctors :1200
Cost : Rs. 1.8 Lac
Perfect attire campaign
All India targeted doctors : 500
Frequency : twice in a year, Q-2 & 3
Cost : Rs. 7.5 Lac
KPIs
Minimum 10 Rx per doctor per month
 Cost/ROI
Cost : Rs. 3.4 Mn
ROI : 13.4

31. Key Marketing Programs - Details
Program 3: Special VIBGYOR sampling
 Objectives
 To convert Cefuroxime prescriber to CEFAXEL XP
Details (POA)
 Cost/ROI
 Cost - 18.05 Lac (Detailer cost : 0.9 Lac, Sample cost :Rs. 17.15 Lac)
 ROI - 10
What Doctor conversion through innovative sampling
Who MSRs and HBEs
When Once per quarter
How
5 doctors per MSR and HBEs will be targeted
One innovative detailer would be given with 7 reasons to prescribe CEFAXEL XP
Sampling of each PS will be done along with detailing reasons one by one

32. Key Marketing Programs - Details
Program 4: CEFAXEL XP - Pivotal CMEs / PEPs
 Objectives
 To increase CEFAXEL XP prescribes through consensus building in a group meeting
 Details (POA)
 KPIs
 Converting 10 new prescribers per RM per meeting
 Cost/ROI
 Cost -Rs. 6.8 Lac
 ROI - Rs. 11.3 Lac
What Round table doctors meeting
Who RMs will select doctors
When 6 meetings /RM/year
How RM would select 10 to 15 doctors per meeting
Invitee doctor group would be mix of prescribers and non prescribers

33. Marketing Programs - Execution Plan
Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10
Ceroxim XP User Trial
The Perfectionist Club
Special VIBGYOR
sampling
Pivotal CMEs (PEPs)

34. Promotion Spend Details - By Stakeholders
Value % to sales
% to Brand
Promo
Budget
1 Doctors 10.6 15.1 89.8
2 Field Force 1.2 1.7 10.2
Priority Stake-holder
Promo Details

35. Promotion Spend Details - By Doctor led Activities
Value % to sales
% to Brand
Promo
Budget
1 BAT 4.34 6.2 36.6
2 Samples 3.43 4.9 28.9
3 LBL 2.21 3.2 18.6
4 PEP 0.68 1.0 5.7
Priority Stake-holder
Promo Details

36. Promotion Spend Details - By Doctor Specialties
Value % to sales
% to Brand
Promotion
Budget
Primary Customers 4690
User trial and The
Perfectionist Club
1.93 2.8 16.4
Secondary Customers 5360
Beyond biofilm
campaign
0.12 0.2 1.0
Surgeons 3350 JACS 1.44 2.1 12.2
Ortho 3350
Operative
techniques in
Orthopaedics
0.56 0.8 4.7
Gynecs 1340
Beyond biofilm
campaign
0.12 0.2 1.0
Physicians 2010
Beyond biofilm
campaign
0.12 0.2 1.0
Segment
Customers
Nos
Promo Details
Key Activites

37. Brand/Customer Communication Plan
 Customer Coverage
 Positioning
 Communication Strategy

38. Positioning
 Recommended Positioning as discussed through Rx Audit
 Changes made thereof : Reason
SSTIs such as Cellulitis and Abscess
UTI
Positioning
Restores sensitivity against beta - lactamase
Producing bacteria
Broadens coverage
CEFAXEL XP > Plain Cefuroxime
Action Beyond biofilm
Objective differentiation criteria
vs. competition *
Enhanced sensitivity against resistant
strains of E. coli & S. aureus
Perfect patient recovery
Core messages
*: relevant to key factors driving the prescribing decision

39. Communication Strategy

40. Pricing
 Strategy
 Competitive pricing
 Benchmarking with competition & Daily Cost of Therapy
Cefu. 250 + Clav Pack MRP/ Unit DCOT Index
Cefaxel XP 375 10 22.50 45.00 100
Oratil CV 10 19.40 38.80 86
Zefu CV 6 19.17 38.33 85
Cefakind CV 6 16.83 33.67 75
Zocef CV 6 23.83 47.67 106
Forcef CV 6 24.83 49.67 110
Pulmocef CV 4 21.75 43.50 97
Cefu. 500 + Clav Pack MRP/ Unit DCOT Index
Cefaxel XP 625 6 41.00 82.00 100
Oratil CV 6 30.17 60.33 74
Zefu CV 6 35.33 70.67 86
Cefakind CV 6 29.00 58.00 71
Zocef CV 6 42.83 85.67 104
Forcef CV 6 49.17 98.33 120
Pulmocef CV 4 31.25 62.50 76

41. P&L Statement
Q 1, 2011 Q 2, 2011 Q 3, 2011 Q4, 2011 2011
Projected Sales (at PTR) (Rs. Mio) 17.5 15.3 19.3 18.0 70.0
Samples units (Per Rep) 50 82 82 82
Samples Rs Value 0.74 0.9 0.9 0.9 3.4
Visual aid 0.01 0.01 0.01 0.01 0.05
Literatures 0.6 0.6 0.6 0.41 2.2
Direct Mail 0.0
Gifts 0.78 1 0.95 0.6 3.3
Clinical Trials 0 1 0 0 1.0
Large Scale CME /Symposia 0.0
Doctor meets 0.2 0.175 0.15 0.15 0.7
Media ads. 0.0
Market research 0.0
Trade offers 0.0
Incentives 0.3 0.3 0.3 0.3 1.2
Others (contingency @ X %) 0
Total promotional expenses 2.6 4.0 2.9 2.4 11.9
Promo as % of sales 15% 26% 15% 13% 17%
Promo as % of total annual expenses 22% 33% 24% 20% 100%
Net marketing contribution 5.8 3.3 6.3 6.2 21.7

42. Back Up Slides

43. 2011 Monthly Sales Plan
Jan-05 Feb-05 Mar-05 Apr-05 May-05 Jun-05 Jul-05 Aug-05 Sep-05 Oct-05 Nov-05 Dec-05
SKU1
SKU2
SKU3
SKU4

44. Training
 What are the resources required
 Medical, Training, IT department

45. COGS
 Detailed costing sheet
 To mention areas within costing that require continuous monitoring
 API
 PM

46. Brand P & L (For New Products)
Launch Mth 2011 2012
Projected Sales (at PTS) (Rs. Mio)
Total promotional expenses 0 0 0
Samples
Visual aid & literatures (incl.
mailing)
Gifts
Doctor meets / conferences etc.
Media ads.
Market research
Trade offers
Incentives
Business development
Others (contingency @ X %)
Net marketing contribution 0 0 0

47. Brand Vision/ Association
 To be among top 3 brands of Cefuroxime and Clav. combination
market.

48. Packaging
 Rationale behind pack design / look
 Insert Pack shot

49. Contingency Plan