This document analyzes the sales and prescription performance of Novelta, an antacid brand owned by Orion Pharma Ltd. It provides sales trends for Novelta 100 ml, 200 ml, and tablet formulations from 2009-2011. It also compares Novelta's market share and growth to competitors like Marlox Plus. The prescription trends show Novelta 100 ml suspension is still the top brand but losing share to Marlox. The tablet is a new formulation but gaining share rapidly against Entacyd Plus. The document identifies regions and therapeutic areas where Novelta can improve its market coverage and uptake.

1. BRAND
ANALYSIS
(Rx and Sales Performance)
Rezaur Rahman Siddiqui
Product Executive
Orion Pharma Ltd

3. SALES PERFORMANCESALES PERFORMANCE

4. SALES TREND: Novelta 100 mlSALES TREND: Novelta 100 ml
Brand Jan Feb Mar Apr May Jun July Aug Sep Oct
Novelta 100 44,569 1,14,150 47,712 48,856 56,493 57,109 61,708 63,274 59,937 52,395

5. SALES TREND: 2009-2011SALES TREND: 2009-2011
Product
2009 2010 2011
Total
sale
( Unit)
Total
Sale
Value
(Cr)
Avg sale
/month
(Unit)
Total
sale
( Unit)
Total
Sale
Value
(Cr)
Avg sale
/month
(Unit)
Gr
(%)
Total
Sale
( Unit)
Total
Sale
Value
(Cr)
Avg sale
/month
(Unit)
Gr(%)
Novelta 200 ml 1,13,264 0.85 28,316 490,654 3.67 40,888 76.92 7,43,052 5.6 61,921 33.97

6. SALES TREND: Novelta 200 mlSALES TREND: Novelta 200 ml
Brand Jan Feb Mar Apr May Jun July Aug Sep Oct
Novelta 200 38,162 1,05,908 39,945 44,605 55,112 57,870 65,395 72,644 68,901 68,179

7. SALES TREND: Novelta TabletSALES TREND: Novelta Tablet
Brand Jan Feb Mar Apr May Jun July Aug Sep Oct
Novelta Tab N/A N/A N/A 17,960 6,747 4,493 33,930 2,173 2,631 2,673

8. Market ScenarioMarket Scenario
Magaldrate and SimethiconeMagaldrate and Simethicone
MARKET SCENARIOMARKET SCENARIO

9. Market Scenario:
SYSTEMIC CORTICOSTEROIDS
Market Scenario:
SYSTEMIC CORTICOSTEROIDS
Data source: Bangladesh Pharmaceutical Index 3Q’11
MARKET SCENARIOMARKET SCENARIO
Brand
3Q'2011 2Q’2011 1Q’2011
Tk
(Cr)
Share
%
Gr %
Unit/
Month
Tk
(Cr)
Share
%
Gr %
Unit/
Month
Tk
(Cr)
Share
%
Gr %
Unit/
Month
Magal+Simeth 17.08 100 109.4 14.02 100 111.1 12.46 100 168.6
Novelta 7.64 44.75 41.12 6.48 46.23 30.62 6.69 53.69 93.17
Novelta 200 ml 4.18 54.65 83.38 46,568 3.47 53.48 103.7 38,647 3.42 51.15 328.3 38,160
Novelta 100 ml 2.83 37.02 -9.84 48,751 2.73 42.07 -16.4 46,972 3.27 48.85 22.66 56,317
Novelta chew Tab 0.64 8.33 999 3,015 0.29 4.45 999 4,096 - - - -
Marlox plus 7.28 42.65 353.3 6.19 44.16 999 4.57 36.69 999
Marlox plus 200 ml 7.28 100 353.3 81208 6.19 100 999 69,022 4.57 100 999 50,976
Maganta Plus 0.47 2.27 999 15,500 - - - - - - - -
Oxecone MS 0.33 1.95 999 3,500 - - - - - - - -
Magacil Plus - - - - - - - - - - - -

10. Data source: Bangladesh Pharmaceutical Index 3Q’11
MARKET SCENARIOMARKET SCENARIO
Brand Rank
3Q’2011
Rank
2Q'2011
Rank
1Q'2011
Total
(Cr)
Gr
Unit/
Month
Total
(Cr)
Gr
Unit/
Month
Total
(Cr)
Gr
ENTACYD
PLUS
25 29.32 18 3,32,381 19 29.67 24 3,38,431 23 27.16 17
NOVELTA 207 7.64 41 98,336 247 6.48 30 86,984 215 6.69 93
MARLOX
PLUS
221 7.28 353 81,209 259 6.19 999 69,022 351 4.57 999
OXECONE M 421 4.34 -6 79,868 388 4.44 -3 81,639 371 4.33 -10

11. Data source: Bangladesh Pharmaceutical Index 3Q’11
MARKET SCENARIOMARKET SCENARIO
ANTACIDS
ANTIFLATULENTS
Value
(Cr)
Share Gr %
Ev
Index
79.06 100.00 22.97 100.00
SQUARE 41.69 52.73 18.66 96.50
ORION 8.07 10.20 40.98 114.65
INCEPTA 7.87 9.95 289.55 316.79
ACME 7.41 9.37 0.91 82.06
BEXIMCO 6.50 8.22 1.66 82.67

12. Rx PERFORMANCE

13. Rx Trend: SuspensionRx Trend: Suspension
Brand Jan Feb +/- Mar +/- Apr +/- May +/- Jun +/- July +/- Aug +/- Sep
+/-
Oct +/-
Novelta
100
21.3 20.74 -0.56 23.11 2.37 20.11 -3.00 20.75 0.64 21.85 1.10 27.58 5.73 24.86 -2.72 25.47 0.61 24.30 -1.17
Marlox
plus
15.9 18.16 2.26 18.81 0.65 19.56 0.75 17.42
-
2.14
17.07
-
0.35
20.09 3.02 21.89 1.8 21.04 -0.85 19.78 -1.26
Entacyd
plus
20.6 18.96 -1.64 18.15
-
0.81
17.30 -0.85 17.11
-
0.19
16.08
-
1.03
18.28 2.20 21.42 3.14 20.00 -1.42 17.61 -2.39
Oxecone
MS
4.2 6.34 2.14 5.43
-
0.91
6.31 0.88 7.04 0.73 7.75 0.71 7.69
-
0.06
8.72 1.03 6.64 -2.08 8.06 1.42
Maganta
plus
- - - - - - - - - - - - - - - 7.83 7.83
Novelta
200
1.8 1.78 -0.02 2.12 0.34 2.75 0.63 2.29
-
0.46
1.92
-
0.37
3.42 1.50 2.64 -0.78 2.98 0.34 2.00 -0.98

14. Brand: Suspension Jan Feb Mar Apr May Jun July Aug Sep Oct
NOVELTA
SUSPENSION 100 ML
21.3 20.74 23.11 20.11 20.75 21.85 27.58 24.86 25.47 24.3
MARLOX PLUS
SUSPENSION 200
15.9 18.16 18.81 19.56 17.42 17.07 20.09 21.89 21.04 19.78
Rx Ratio:
X times greater than Marlox
1.34 1.14 1.23 1.03 1.19 1.28 1.37 1.14 1.21 1.23
Pride (Still No. 1: “X’’ times greater)
Pride (Still No. 1: “X’’ times greater)Pride (Still No. 1: “X’’ times greater)

15. Rx Scenario: Novelta 100 mlRx Scenario: Novelta 100 ml
Type
Antacid
Liquid
Ev. Index
NOVELTA 100
ml
Expected
Share
NOVELTA 200
ml
Expected Share
NAT 0.50 27.58 3.42
HOSP 0.23 0.46 26.44 12.69 1.15 1.57
GP 0.66 1.32 27.69 36.41 3.73 4.51
DENTAL 0.02 0.04 100.00 1.10 0.00 0.14
GYNE 0.68 1.36 21.37 37.51 0.85 4.65
MEDI 0.79 1.58 30.16 43.58 6.88 5.40
CHILD 0.15 0.30 32.14 8.27 3.57 1.03
EYE 0.02 0.04 0.00 1.10 0.00 0.14
CARD 0.58 1.16 16.25 31.99 2.50 3.97
SKIN 0.15 0.30 36.36 8.27 0.00 1.03
ENT 0.08 0.16 42.86 4.41 14.29 0.55
SURG 0.65 1.30 12.90 35.85 0.00 4.45
ORTHO 0.57 1.14 48.33 31.44 0.00 3.90
CHEST 0.49 0.98 28.00 27.03 0.00 3.35
PSYCH 0.13 0.26 44.44 7.17 0.00 0.89
UROLO 0.55 1.10 38.46 30.34 0.00 3.76
GASTR 0.92 1.84 40.43 50.75 4.26 6.29
ONCOL 0.72 1.44 0.00 39.72 0.00 4.92
DIABE 0.42 0.84 46.43 23.17 7.14 2.87
RHEUM 0.46 0.92 0.00 25.37 0.00 3.15
RMP 0.55 1.10 16.98 30.34 3.77 3.76

16. Region June May Apr Avg
DK-D 8.00 9.26 1.47 6.24
MYM 11.72 19.83 14.68 15.41
CTG-A 22.73 6.45 19.75 16.31
BOG 21.05 15.19 15.66 17.30
CTG-B 15.79 19.51 18.46 17.92
Weak Region in Rx: Novelta 100 ml SuspensionWeak Region in Rx: Novelta 100 ml Suspension

17. Weak Area in Rx: Novelta 100 ml SuspensionWeak Area in Rx: Novelta 100 ml Suspension
Area June May April Avg. Nat. Position
KHL-B 0.00 0.00 0.00 0.00 151
BHALUKA 0.00 0.00 0.00 0.00 150
BIRDEM 0.00 0.00 0.00 0.00 149
SAVAR-B 0.00 0.00 0.00 0.00 148
COM-A 0.00 0.00 0.00 0.00 147
WARI 0.00 0.00 0.00 0.00 146
JAMALKHAN 0.00 0.00 7.69 2.56 145
GREEN ROAD 0.00 10.00 0.00 3.33 144
TONGI 10.00 0.00 0.00 3.33 143
DMCH-B 0.00 12.50 0.00 4.17 142
KONABARI 14.29 0.00 0.00 4.76 141

18. Brand: Tablet Apr May Jun July Aug Sep Oct
NOVELTA TABLET 500 MG 0.62 4.01 4.55 33.19 30.33 37.30 31.43
ENTACYD PLUS TABLET 5.56 4.26 5.19 34.96 31.75 36.22 31.43
Rx Ratio: X times greater than
Entacyd Tab
-9 -1.06 -1.14 -1.05 -0.96 1.03 1
Hope for The No. 1Hope for The No. 1

19. Rx Scenario: Novelta tabRx Scenario: Novelta tab
GENERIC NAME ANTACIDS Solid Ev. Index NOVELTA tab Expected Share
NAT 0.07 33.2
HOSP 0.06 0.86 26.1 28.4
GP 0.08 1.14 42.2 37.9
DENTAL 0.03 0.43 0.0 14.2
GYNE 0.10 1.43 5.6 47.4
MEDI 0.08 1.14 33.3 37.9
CHILD 0.02 0.29 25.0 9.5
EYE 0.02 0.29 100.0 9.5
CARD 0.12 1.71 41.2 56.9
SKIN 0.00 0.00 0.0 0.0
ENT 0.09 1.29 25.0 42.7
SURG 0.08 1.14 25.0 37.9
ORTHO 0.12 1.71 15.4 56.9
CHEST 0.06 0.86 33.3 28.4
PSYCH 0.01 0.14 100.0 4.7
UROLO 0.00 0.00 0.0 0.0
GASTR 0.12 1.71 33.3 56.9
ONCOL 0.00 0.00 0.0 0.0
DIABE 0.10 1.43 42.9 47.4
RHEUM 0.13 1.86 0.0 61.6
RMP 0.08 1.14 37.5 37.9

20. Rx Scenario: Antacid MarketRx Scenario: Antacid Market

21. Sl
No
Region OPL chemist Coverage Ev. Index
Covered chemist
for Tablet
Expected
chemist
Lack of
Chemist
coverage
1 Khl 2079 0.0696 417 897 -480
2 Com 2121 0.0711 490 915 -425
3 Dhk A 1960 0.0657 497 846 -349
4 Syl 1265 0.0424 231 546 -315
5 Nar 1627 0.0545 537 702 -165
6 Dhk B 1444 0.0484 469 623 -154
7 Barisal 1647 0.0552 559 711 -152
8 Raj 1589 0.0532 617 686 -69
9 Kus 1367 0.0458 530 590 -60
10 Bogra 1222 0.0409 468 527 -59
11 Mou 1224 0.041 494 528 -34
12 Chw 1928 0.0646 816 832 -16
13 Mym 941 0.0315 392 406 -14
14 Dhk C 1349 0.0452 595 582 13
15 Ctg B 1283 0.043 590 553 37
16 Dnj 1021 0.0342 557 440 117
17 Rng 1256 0.0421 665 542 123
18 Frd 1349 0.0452 740 582 158
19 Cox 896 0.03 604 387 217
20 Tan 860 0.0288 803 371 432
21 Dhk D 708 0.0237 771 305 466
22 Ctg A 715 0.024 1036 308 728
National 29851 12878
National Chemist Coverage Vs Novelta TabletNational Chemist Coverage Vs Novelta Tablet

22. Key FindingsKey Findings

23. Key Findings (Sales and IMS)Key Findings (Sales and IMS)
1. Sales trend of Novelta suspension 100 ml
and 200 ml is positive
2. Launching of chewable tablet will help to
hold the brand position
3. According to IMS 2Q’2011 we lose our
previous 1Q’2011 rank 215th
to 245th
(-32
rank down) not only the position also the
we missed our previous sales

24. 4. IMS and our in-house sales shows the
higher prospect of Novelta 200 ml
5. Though we have the highest Rx share of
Novelta 100 ml, the sales replays on
Novelta 200 ml
6. IMS shows the sales of Novelta 200 ml is
stable but the sales of Novelta 100 ml is
down (Tk. -0.54 Cr)
Key Findings (Sales and IMS)Key Findings (Sales and IMS)

25. Key Findings (Prescription Share)Key Findings (Prescription Share)
1. Novelta still the No. 1 in Rx
2. Marlox plus became a strong
competitors rather than Entacyd plus
3. Rx share ratio of Novelta vs Marlox
plus in July’11is 1.37:1 which is the
highest in this year

26. Key Findings (Prescription Share)Key Findings (Prescription Share)
4. We are not getting our expected share from
Gyne, Cardialogist, Surgery, Medicine,
Rheumatoidologist, Oncologist, RMP and
Gastroenterologist
5. We should enrich our Cardiologist and
Oncologist coverage of Novelta
6. Rx share of Novelta tab is in positive
growth, now the market leader

27. Competitor’s ActivityCompetitor’s Activity
1. Incepta(Marlox plus) is more aggressive in Rx generation rather
than Acme(Oxecone MS)
2. Marlox plus is in Active promotion
3. Recently Incepta launched Marlox plus tablet @ Tk. 3/Tab, but
they put their concentration in Suspension
4. Square also launched 200 ml suspension named “Maganta
plus” in pet bottle @ Tk. 85/Phial
5. Opsonin also launched 200 ml suspension named “Magacil
Plus’’ in pet bottle @ Tk. 85/Phial

28. STRATEGY