- The document provides information on a marketing plan for the launch of the drug Esoz 20, which contains 20 mg of esomeprazole. - Key details include the target market of Rs. 102.23 crores growing at 23.14% annually, a sales forecast projecting sales of Rs. 2.5 crores in the first year, and a promotional budget of Rs. 30 lakhs. - The marketing strategies outlined include focusing on gastroenterologists, physicians, surgeons and gynecologists in metro and class 1/2 cities, with a sales force of 400 MRs planned to make 96,000 calls per month.

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 Once daily for up to 6
months
For eradication of H.pylori
infection
40 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
8/3/2016 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 12.7 hrs
Rabeprazole 10.8 hrs
Pnatorazole 10.5 hrs
Omeprazole 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 M.S.
TORRENT 34.4
ASTRAZENECA 26.2
SUN PHARMACEUTICAL 15.2
RANBAXY LABORATORIES 9.5
CIPLA 2.0
MICRO LABS 1.1
ALKEM 1.0
ABBOTT HEALTHCARE 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
• 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
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
Weekly feedback
collection
Sales/ MS to be
measured each
quarter, then
monthly 2013.
Analyze competitor
activity and market
Most effective
Safe
Higher
availability
Immediate
acting PPI
Highest healing
rate 94.1%
Distributors play
a major role in
the availability.
Shortage can
affect sales
negatively.
Bonus strategy.
MR rewarding
system.
customer consumer competition compound channels

18. 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

19. 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

20. 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.

21. Key Performance Indicators
• Target market coverage.
• Market share.
• No. of new prescriptions.
• Conversion rate.
8/3/2016 21

22. BRAND STRATEGY
228/3/2016

23. Brand Name
Esoz 20
Esomeprazole magnesium 20 mg Tabs with Buffer
Glenmark
pharma
present…..

24. Objective: Short Term And Long Term
• To achieve 2.5 Cr in the year of launch with
1.5% market share.Short term
Long term
To be a Top brand in the PPI market by 2020

25. Indication
Gastro esophageal reflux disease: ( GERD)
Heart burn:

26. Market Segmentation: Pan India
Metro Cities:
Class 1 Cities
Class 2 Cities
Target customers
(GP)
CP
GAST
SUR
GYN

27. Prescription Analysis
AS PER MAT JAN 2013 DATA
GP, 45
CP, 35
GAST, 30
SUR, 15
GYN, 20
0
5
10
15
20
25
30
35
40
45
50
GP CP GAST SUR GYN
RX/D/M
DOCTORS RX/D/D
GP 45
CP 35
GAST 30
SUR 15
GYN 20

28. DOCTOR CLASSIFICATIO
Total Doctor- 150/MR Total no. of MR 400
Brack-up
Dr by Specialty Dr/MR Class "A" Class "B"
GP 90 50 40
SUR 10 5 5
GYN 15 10 5
GAST 5 5 0
Physician 30 20 10
TOTAL 150 90 60

29. Sales Force Planning MR Working Days Call/Day Call /Month
Assumptions 1 24 10 240
Total MR’S 400 24 10 96000
Dr Classification Dr/MR Call to Dr/Month Calls to Dr/Month Dr Total/month
Class A 90 2 180 72000
Class B 60 1 60 24000
Total 150 240 96000
Dr by Specialty Dr/MR Class A class B Calls to Dr/Month Dr Total
GP 90 50 40 100 40 140
SUR 10 5 5 10 5 15
GYN 15 10 5 20 5 25
GAST 5 5 0 10 0 10
Physician 30 20 10 40 10 50
=
240/MR
8/3/2016 29
Field Force Planning

30. PRICING
30
Price calculation
Rs. For 20 mg
Tab
Product out of Price control MRP 25.15
VAT (6%) -1.5
ED (6% + 3%) -1.54
22.11
Discount to Retailer 20% -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%) Non-schedule 9.55
Basic Cost 6.388/3/2016

31. Sales Forecasting
0
20000
40000
60000
80000
100000
120000
140000
160000
M1 25% M2 35% M3 40%
95000
100000
105000
110000
115000
120000
125000
130000
M1 30% M2 35% M3 35%
95000
100000
105000
110000
115000
120000
125000
130000
M1 35% M2 35% M3 30%
0
20000
40000
60000
80000
100000
120000
140000
160000
M1 40% M2 35% M3 25%
Q3
Q2Q1
Q4
M- month
Q- Quarter

32. Q1 % 20mg(Unit) Value(Rs)
Month 1 25% 98,437.5 15,68,109.37
Month 2 35% 1,37,812.5 21,91,218.75
Month 3 40% 1,57,500 25,08,975
Total 3,93,750 62,68,303.12
Q2
Month 1 30% 1,18,125 18,81,731.25
Month 2 35% 1,37,812.5 21,95,353.12
Month 3 35% 1,37,812.5 21,95,353.12
Total 3,93,750 62,72,437.49
8/3/2016 32
Q3 %
Month 1 35% 1,37,812.5 21,95,353.12
Month 2 35% 1,37,812.5 21,95,353.12
Month 3 30% 1,18,125 18,81,731.25
Total 3,93,750 62,72,437.49
Q4
Month 1 40% 1,57,500 25,08,975
Month 2 35% 1,37,812.5 21,91,218.75
Month 3 25% 98,437.5 15,68,109.37
Total 3,93,750 62,68,303.12
15,75,000*15.93 = 2,50,81,481.22

33. Promotional expenses
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% 4,50,000
incentives 5.00% 1,50,000
30,00,000
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
Pen &
prescription
pad
1,20,500 1,20,500 1,20,500 1,20,500
Total 9,37,500 9,37,500 9,37,500 9,37,500
QUARTER WISE INPUT PLANTotal Promotional Expense: Rs. 30 lakhs

34. Brand P&L Rs. 20 mg
1 Sales (Rs.) Units X NRV*
15,75,000*15.93 =
2.5 cr
2
Less Cost Of Goods
(COGS) (40%) 0.0 1cr
3 Gross Margin (Rs.) 0.0 1.5 cr
4
Less Advt & Promo (A&P)
(20% of sales) 0.0 30 Lakh
5
Less Selling Expenses (4% of
sales) 0.0 6 Lakh
6
Less Marketing expenses (20%
of sales) 0.0 30 Lakh
7
Less Distribution Expenses (5% of
sales) 0.0 7.5 Lakh
8 Gross Profit Before Tax (PBT) 0.0 76,74,933 Lakh
9 Total

35. COMMUNICATION STRATEGY
• 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
358/3/2016

36. When acid strikes
Every minute seems like endless hour
Esoz 20
Esomeprazole magnesium 20 mg Tabs with Buffer
The 60 x 24 PPI
Controls heartburn within a minute
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
Escoz
One tab irrespective of meals
Mint flavor
Ref: sherman et al. Am j Gastroenterology 2009;104:1278-95

37. Offering
comprehensive
Solution for GERD HEARTBURN
Esoz 20
Esomeprazole magnesium 20 mg Tabs with Buffer
Rx
66.50%
60.80%
74.20%
Lansoprazole
Pantoprazole
Esomeprazole
Mean % of time during that gastric PH was > 4.0
Esomeprazole Treatment provides significantly greater
gastric acid suppression than lansoprazole or pantoprazole
Prize:
3.50 Rs /
Tab
One Tablet / day
Esoz 20

38. Esoz 20
Esomeprazole 20 mg Tabs with Buffer
7 Tablets
Esoz 20

39. 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

40. Positioning messages plan
Positioning
Message
plan
Easy
to use
safest
Higher
bioavaila
bility
1st
choice
Hammering strategy:
 3-4 sequential visits /Dr.
Messages related gimmicks, LBL.
Promotional tools
Product samples every visit in first month.
Annual (4 differentiating positioning msg)
Branding, competitor management
campaigns.

41. 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

42. Direct to customer tactics
4) Patient activity:
- Awareness materials
- CD”s in clinic’s waiting rooms
- you tube classy real situations ads

43. Promotional Input
Launching gift
Promotional inputs

44. Promotional Input
Educational material