Rosuvastatin final marketing plan

South Asian Pharmaceuticals Limited

Marketing Plan
Rostin
Rosuvastatin INN 10 & 20 mg Tablet
Trusted Oral New Generation
Statin With Excellent
Coverage

Amjfn Pharmaceuticals Limited
Contents
ROSTIN
EXECUTIVE SUMMARY
MoA, INDICATIONS, ADVERSE EFFECT OF ROSTIN
SITUATION ANALYSIS
MARKETING STRATEGY
SWOT ANALYSIS OF ROSTIN
MISSION, STRATEGIES, RESEARCH
FINANCIALS
CONTROLS
RECOMMENDATION
REFERENCE

Amjfn Pharmaceuticals Limited
Objective
 To make ROSTIN a 50 cr Club product.
 To make ROSTIN as a top brand of SAPL as
well as in IMS.
 To make ROSTIN as a highest selling
products of SAPL.
 To make ROSTIN as a highest prescribed
product of SAPL.
 To make ROSTIN a loyal brand.

1. Executive Summery
According to WHO estimates:
16.6 million people die of CVD worldwide each year
CVD contributed to approximately one third of global
deaths
In 2014:
7.2 million deaths from CHD
5.5 million deaths from stroke

 In the USA, 102 million people have elevated total cholesterol
 In EUROASPIRE II, 58% of patients with established CHD had
elevated total cholesterol
 Furthermore CVD Are Common disease in Bangladesh .
 10% reduction in total cholesterol results in:
#15% reduction in CHD mortality #11% reduction in total mortality
 Statins Drug can effectively treat these disease with highest
safety profile
 For The Prevelence of disease & in Search of a Safe
ANTIHYPERLIPIDEMIC druge for Patients South Asian
Pharmaceuticals introduces ROSTIN .

 ROSTIN - A new generation Statins with Excellent
Covarage
 HMG CoA Reductase inhibitor.
 Anti-Hyperlipidemic Drugs.
 Hypocholesterolaemic.
 High efficacy at start dose.
 Good safety profile.
First approved in the USA in August 2003. By 2004 it was
approved in 154 countries and marketed in 56.

Dosing :Pharmacokinetics
Administration – Oral
Absorption -- well Absorbed
Distribution – Protein binding
Metabolism – Liver
Elimination -- Urine
ROSTIN Dosing Recommendation
Indication Dose Frequency
Hyperlipidemia 5mg Once daily
Hypercholesterolemia 10mg Once daily
Hypertriglyceridemia 20mg Once daily

Mechanism of Action Of Rosuvastatin
HMG - CoA
Mevalonate
Farnesyl Pyrophosphate
Squaline
Cholesterol
Acetoacyl CoA
HMG CoA
Syntase
HMG CoA
Reductase

 Dyslipidemia
 Hypercholesterolemia
 Hypertriglyceridemia
 Coronary artery Disease
 Heart Failure
 Endocarditis
Indication of Rostin
Adverse Effect of Rostin
 Constipation
 Heartburn
 Dizziness
 Difficulty falling asleep or staying asleep
 Depression
 Joint pain
 Cough
 Memory loss or forgetfulness
 Confusion
 Cardiovascular events –
 Congenital heart disease,
 Disorders of the peripheral vascular system,
 Arteriosclerosis,
 Hypertension,
 Arrhythmia,
 Heart valve disease,
 Fever
 Chest pain
 Yellowing of the skin or eyes
 Dark colored urine
 Extreme tiredness
 Weakness
 Unusual bleeding or bruising
 Loss of appetite
 Flu-like symptoms

2. Situation Analysis
South Asian Pharmaceuticals Ltd. entering its first year of operation .
Its product have been well received, and marketing will be key to the
Development of ROSTIN
We offers Highly effective ROSTIN which serving the growing cardiovascular
product inline pharmaceutical industry.
In Bangladesh the Demand of ROSUVASTATIN increasing day by day and
more doctor now prescribe it…

2.1 Market Summery
Target Markets
Cornary Heart Disease
Statin Drugs
Hyperlipidemia
Hyperchlosterimia
South Asian Pharmaceuticals limited possesses good
information about the market and knows a great deal
about the common attributes of the prized customers.
This information is leverged to better understand who
is served, what their specific needs are and how to
communicate with them

Table 2.1 Target Market Forecast
Potential
Customers
Growth 2015 2016 2018 Cagr*
Speed 10% 191,42,500 21,056 231,62,750 10%
Fitness 10% 68,20,000 78,43,000 90,19,450 10%
Old 15% 24,80,000 26,28,800 27,86,528 15%

2.1.1. Market Demographics
Geographics
Can Serve Both domestic and
international customers
The total targeted population
is 60 million users
The Profile for the typical Rosuvastatin customer consists of the following
geographic, demographic and behaviour factors .

2.1.1. Market Demographics
Demographics
 There is an almost Equal Ratio Between male and Female
Users
Speed user (20-30) want to faster dissolution for faster
action
 Old patient want long duration of action, larger t/2 life.
 Fitness user tend to be ages 20-40 want healthy life.
 Of the user who are over 20, 55% have an undergraduate
degree
 Users have Personal income 20000 bdt in a month.
Behavior Factors
 User want an healthy and disease free life
 Want to make them look good ,perfect and attractive
 User spends large amount of money in fast food

2.1.2 Market Needs
Quality :
Customer want better quality than other statin or antihyperlipidemic drugs such as-
Better concentration in plasma
Faster Absorption
Better prevention of CVD
Total lipid management
Improvement of Alzheimer disease
Safer option in Diabetes dyslipidemia
Design ,Dosage form :
Well designed 10,20mg film coated tablet form.
Customer service :
Customer councelling, Customer information etc.

2.1.3 Market Trends
Lipid is another word for fat. Lipids are easily stored in your body and serve as a source
of energy. Cholesterol is a lipid.When the concentration of cholesterol in your blood is
too high, it is called hypercholesterolaemia.
In hypercholesterolaemia, small fatty patches called atheroma develop within the
inside lining of your blood vessels. Over time, these patches can make a blood vessel
narrower and this is called atherosclerosis This narrowing reduces the blood flow
through the artery and increases the risk of a number of heart and blood vessel
diseases, such as heart attack and stroke.
Rosuvastatin reduces the amount of lipids such as cholesterol made by your body.This
lowers your risk of heart and blood vessel disease. It can also reduce this risk, even if
your cholesterol levels are normal, if you are at an increased risk of heart disease.

2.1.3 Market Trends
Atorvastatin, a lipid lowering agent causes myalgia which is seen in lesser extent and
in lesser severity with Rosuvastatin therapy. Furthermore, atorvastatin is prone to type-
II diabetes mellitus, and patients with hepatic dysfunction should avoid atorvastatin as it
alters the normal SGPT and others liver functioning enzymes’ secretion and their
functions. Atorvastatin also causes erectile dysfunction in long term treatment.
On the other hand, Rosuvastatin is a third generation lipid lowering agent which shows
almost least extent of the above stated adverse effects caused by atorvastatin and the
biggest advantage of Rosuvastatin is- it doesn’t causes hepatic dysfunction, thus can
be prescribed in jaundice patients.
Though atorvastatin is prescribed most all around the world frequently as a first
choice of lipid lowering agent. As now we have updated drug in hand, shouldn't
we use that instead?

2.1.4 Market Growth
Market Size Rapidly Growing within the new generation Statins…
The growth statistics for year 2015 were estimeted to be over 34 million
More and more prople are discovering and rediscovering the the health
benefits by using Rosuvastatin.

SWOT Analysis
1. In IMS we have positive share &
growth in negative market trend.
2. Internal brand growth is positive.
3. Strong brand name .
4. Excellent coverage in Specialty and
GP level.
5. Reputation of Company.
6. Attractive getup of Tablet. 1. Lack of coverage.
2. Lack of promo materials.
3. Need more doctor for
prescribing it
4. Need More Detailing.
5. Need more Doctor Coverage
1. Opportunity to launch Rosuvatatin tablet early in
the market.
2. Promote Rostin ( Rosuvastatin) tablet with
broad activity.
3. Bangladeshi people may prefer new product
form.
4. Perfect alternative for atorvastatin
01.Atorvastatin, Simvastatin,
Provastatin may threat for
Rosuvastatin.
02. Negative growth of Rosuvastatin
molecule.
03. Some new company also want to
launch Rosuvastatin
ROSTIN
SWOT
Analysis
Weak
ness
Strengths
Threat

2.2.1 Strengths
1. In IMS we have positive share & growth in negative
market trend.
2. Internal brand growth is positive.
3. Strong brand name .
4. Excellent coverage in Specialty and GP level.
5. Reputation of Company.
6. Attractive getup of Tablet.
7.Superior alternative of atorvastatin

2.2.2 Weakness
1. Lack of coverage.
2. Capsule form is preferable than tablet.
3. Lack of promo materials.
4. Need more doctor for prescribing it
5. Need More Detailing.
6. Need more Doctor Coverage

2.2.3 Opportunities
1. Opportunity to launch Rosuvatatin tablet early in the
market.
2. Promote Rostin (Rosuvastatin) tablet with broad
activity.
3. Bangladeshi people may prefer new product form.
4. Perfect alternative for atorvastatin

2.2.4 Threats
01.Atorvastatin, Simvastatin, Provastatin may threat for
Rosuvastatin.
02. Negative growth of Rosuvastatin molecule.
03. Some new company also want to launch
Rosuvastatin

2.3 Competition
Rank Name of Brand Name of Company Market Share Market Growth
1. Rosuva Square 27.65 11.56
2. Rosutin Beximco 12.53 14.09
3. Rocovas Incepta 6.64 2.28
4. Creston Eskayef 6.61 10.55
5. Rosetar Aci 4.98 22.57
6. Rosetab Acme 4.38 -15.40
7. Rosugen General 4.11 -21.08
Companies which now enjoying maximum prescription share
for Rosuvastatin in Bangladesh

2.3 Competition
Rank Name of Brand Name of Company Market Share Market Growth
1. Crestor AstraZeneca 27.65 11.56
2. Alpex Rosuvex Alpex 12.53 14.09
3. Rosucard Sanofi-aventis 6.64 2.28
4. Rosuvanor Teva,Bulgeria 6.61 10.55
5. Roxardio Sandoz 4.98 22.57
6. Bestor Biocan 4.38 -15.40
7. Astende Lazar,Argentina 4.11 -21.08
Companies which now enjoying maximum prescription
share for Rosuvastatin in the World

2.4 Product Offering
Outstanding Clinical success
Safe and effective in the treatment of
Cardiovascular Disease
Highly safe in all patients
Superior alternative to atorvastatin
Pregnancy catagory x

2.5 Keys to Success
• The keys to success are designing and producing
products that will meet market demand .
• In addition it must ensure total customer satisfaction.
• If they are achieved , it will become a pofitable,
sustainable company

2.6 Critical Issue
As a Start-up business , SAPL is still in the
early stages.The critical issue are for
Rostin is to-
Establish itself as a Premier Rosuvastain
Pursue controlled growth
Constantly monitor customer satisfaction,
ensuring that the growth strategy will never
compromise service and satisfaction level

3.0 Marketing Strategy
 The key to the marketing Strategy is focusing on
the safety, efficacy and better profile of the drug
 ROSTIN can cover about 60% of the CVS drugs
market
 ROSTIN can be a depandable drug in treatment
of Cardio vascular disease, hyperlipidemia,
hypertriglyceridemia , hypercholesteromia etc .

3.1 Mission
 Rostin mission is to provide the customer with the finest anti-hyperlipidemic
drugs available.
 A trusted option for remedy.
 It will exceed the expectation of the customer.
 Make our company reknown by this product.

3.2 Marketing Objectives
 To make ROSTIN a 50 cr Club product.
 To make ROSTIN as a top brand of SAPLas
well as in IMS.
 To make ROSTIN as a highest selling
products of SAPL.
 To make ROSTIN as a highest prescribed
product of SAPL.
 To make ROSTIN a loyal brand.

3.3 Financial Objectives
Increase the profit margin by 1% per quarter
through efficiecy and economy of sales gains.
Maintain a significant research and development
budget (as a percentage relative to sales) to spur
future product developments.
Achieve a double to triple digit growth rate for the
next three years.

3.4 Target Markets
Target doctors
 Cardiologist
 Medicine Specialist
 Diabetologist
 General Physicians
 Cardiac patients
 CHF patients
 Diabetic Patients
 Stroke
 Hypercholesterolemia
 Hypertriglyceridemia

3.5 Positioning
 South Asian Pharmaceuticals Ltd. will position itself as the
premier after market pharmaceuticals product company
Position will be achieve by leveraging rostin competitive stage :
industry experience and passion
Management is able to use its vast experience and personnal
passion for the Rostin development

3.6 Strategies
Main objective is to position the Rostin as the premiere
Rosuvastatin Brand in both domestic market as well as
international market.for this we have to :
 First create customer awareness concerning the offered Rostin and services
and then develop the customer base.
 Forward The message that Rostin offers great efficacy and safety through
web site ,media etc.
 Advertisement placement in numerous industry magazines, periodicals.
 Use of printed sales literature for both customer and doctors.
 Through bonding, advantage , performance , relevance, presence of product
 Make Rostin as a great brand of our company.

3.7 Marketing Programme
Rostin marketing programme is comprised of the following approaches
Pricing
Distribution
Advertising and promotion
Customer service
Pricing : Its based on a per product retail price
Brand Pack
Size
T.P. V.A.T. Inv.
Price
M.R.P.
ROSTIN 3*10s
(10mg)
467.5 82.5 550 600
ROSTIN 1*10s(2
0mg)
262.5 37.5 250 300
Distribution :
We use direct to consumer model as well as retailers

Advertising and Promotion
Objective
Campaign (short
description)
Tgt Doctor
Specialty
Tgt Doctor
Nos
Frequency Inputs
To create new
customer and keep
existing customer
national cultural
day will be
celebrated by the
sponsor of ROSTIN
Celebration of Pahela
Boishakh/Pohela
Falgun/Victorious day.
A gift on ROSTIN will be
provided to the target
doctors by wishing the
day.
Medicine
Consultant
3200 Yearly Gift
To build brand
image ROSTIN day
will be performed.
Cardiologists will be
attend in a program on a
specific day that will be
held in divisional ACME
offices.
Cardiologis
ts
1200 Quarterly
Gift/PPM/
Lunch/Dinn
er

Objective
Campaign (short
description)
Tgt Doctor
Specialty
Tgt Doctor
Nos
Frequency Inputs
To establish the
brand value of
ROSTIN among
Medicine
Specialist.
A “Pitha Utsob” will be
performed in winter
month by inviting
potential Medicine
Specialist through the
country.
Medicine
Specialist
6400 Quarterly Pitha/Gift
To increase
sales of ROSTIN,
Chemist/PC
conference will
be performed.
Our Field force will
arrange Chemist/PC
conference in a specific
day, where invited
customers will be treated.
GP/RMP/PC 8000 Quarterly
Gift/PPM/
Lunch
To celebrate
the special day
a sms on
ROSTIN will be
given.
On special day where
there is a chance to
promote ROSTIN a SMS
will be given by our FP’s to
the target customers.
All target
doctors.
13900 Monthly SMS

Objective Content
Doctor
Specialty
Doctor
Nos
Nos. of
programs
Sales
/ Yr
Investm
ent
ROI
To establish
ROSTIN on
CVD
A scientific
seminar on CVD
will be performed.
Medicine,
Cardiologist.
500 1
50 cr
250000 2500000
To establish
efficacy of
ROSTIN on
Hyperlipide
mia
A workshop on
CVD will be
performed.
Cardiologists 500 1 250000 2500000
To establish
the efficacy
of ROSTIN
on CVD
A workshop on
CVD will be
performed at
Dhaka city.
Cardiologist,
Diabetologist
500 1 250000 2500000

Objective Content
Doctor
Specialty
Doc
tor
Nos
Nos. of
programs
Sales/ Yr
Investme
nt
ROI
To establish our
highly brand
ROSTIN among
cardiologist/Medi
cine specialists.
World Heart
day will be
observed by
the sponsor
of ROSTIN.
Medicine
specialists
280 1
50 cr
500000
5000000
To inform the
doctors about the
amaging
pharmakokinetics
of ROSTIN.
PMS will be
performed by
150 doctors
in Dhaka city.
Medicine,
Cardiologist,
Diabetilogist
, ENT
specialists
150 1 1500000
15000000

3.8 Marketing Research
Firstly we target potential doctor who prescribe competitor Rosuvastatin
Then we target new potential doctor who are not prescribing our product
Then we survey maximum prescription of the doctors
After survey we find :
 We have a great opportunity for Rostin.
 More doctors started to prescribe Rosuvastatin.
 Customer feel comfortable with rosuvastatin..so they can believe in rostin
 People always prefer new product.
 As Rostin have more safety and efficacy than others drugs so there is
huge opportunity to be a market leader .
 Have various dosage for all age .

3.8 Financials
Financial Section offer the
financial overview of ROSTIN
related to Marketing
Activities. ROSTIN will
address break-even analysis,
sales forecasts, expense
forecast and indicates how
these activities link to the
marketing Strategy

4.1 Break-Even Analysis
Break even analysis
Monthly Units Break-Even 62
Monthly Sales Break-Even $7060
Assumptions
Average Per-Unit Revenue $125.62
Average Per-Unit Variable Cost $22.61
Estimated Monthly Fixed Cost $6363
Break-even analysis indicates that 7760$ will be required in monthly
sales revenue to reach the break-even point
Table 4.1 Break-Even Analysis

4.2 Sales Forecast
Our Company Feels that the sale forecast figures are conservative. It will
steadily increase sales as the advertising budget allows. All though market
forecast listed customers divided into groups .Reducing the number of
categories allows the reader to quickly discern information, making the chart
more functional.

Monthly Sales Forecast
Table 4.2 sales Forecast
Sales 2015 2016 2017
Recretional $455740 $598877 $687765
Competitive $72918 $95820 $110042
Total sales $528658 $694697 $797807
Direct cost of
sales
Recretional $82033 $107798 $123798
Competitive $13125 $17248 $19808
Subtotal cost
of Sales
$95158 $125046 $143606

4.3 Expense Forecast
The expense forecast will be used as a tool to keep the
department on target and provide indicators when
correction/modifications are needed for the proper
implementation of the marketing plan.

Milestone
Table 4.3 Milestone
Milestones Start
date
End Date Budget Manager Department
Marketing Plan
Completion
5/1/15 6/1/15 $0 Stan Marketing
Web site
completion
5/1/15 7/13/15 $20,400 Outside firm Marketing
Advertising
campaign
5/1/15 10/15/15 $3500 Stan Marketing
Advertising
Campaign
5/1/15 12/16/15 $4550 Stan Marketing
Development of
the retail channel
5/1/15 11/30/15 $0 Stan Marketing
totals $28,450

Monthly Expense Budget
Table 4.4 Marketing Expense Budget
Marketing Expense
Budget
2015 2016 2017
Website $25,000 $8000 $10,000
Advertisement $8050, $15,000 $20,000
Printed Material $1,725 $2,000 $3,000
Total Sales and
Marketing Expenses
$34,775 $25,000 $33,000
Percent Of Sales 6.58% 3.60% 4.14%
Contribution Margin $398,725 $544,652 $621,202
Contribution
Margin/Sales
75.42% 78.40% 77.86%

Proposed Gift/PPM/Book/Journal for Q-1
ROSTIN
Primary Customers
SN Name of
Input
Type (LBL/Gift/ News
letter/FLA)
Total
Number
Number/
MPE
Month of
Dist
Cost/
input
Total cost
1 PPM 1 Page Lit on Hyperlipidemia 9000 7 Feb-15 5 42500
2 Gift Pen 8000 6 March-15 50 400000
3 Book &
Journal
Kumar & Clarks Case in
Clinical Medicine Book
& BMJ journal
3000
&4000
Secondary Customers
SN Name of
Input
letter/FLA)
Total
Number
Number/
MPE
Month of
Dist
Cost/
input
Total cost
1 Lit. 1 pg. lit on ROSTIN 10000 8 April-15 5 50000
Total for the quarter 492500

Primary Customers
SN Name of
Input
letter/FLA)
Total
Number
Number
/ MPE
Month of
Dist
Cost/
input
Total cost
1 PPM 1 Page Lit on CVD 10000 8 May-15 5 50000
2 Journal BMJ Journal 3000
Secondary Customers
SN Name of
Input
letter/FLA)
Total
Number
Number
/ MPE
Month of
Dist
Cost/
input
Total cost
1 Gift Portable Charger 8000 6 June-15 120 960000
2 PPM 1 page lit on Rostin 10000 8 July-15 5 50000

Primary Customers
SN Name of
Input
letter/FLA)
Total
Number
Number/
MPE
Month of DistCost/
input
Total cost
1 Gift Green Tea Mug 8500 7 Aug-15 100 850000
2 PPM One page Lit. on UTIs 8000 6 Oct-15 5 40000
3 Journal Journal 3000
Secondary Customers
SN Name of
Input
letter/FLA)
Total
Number
Number/
MPE
Month of DistCost/
input
Total cost
1 PPM 1 page lit on Rostin 9000 7 Sep-15 5 45000

5.0 Controls
The purpose of Rostin marketing plan is to serve as a guide for the organization.
The following areas will be monitored to gauge performance :
Revenue : monthly and annual
Expenses : monthly and annual
Customer satisfaction
New-product development

5.1 Implementation
The following milestones identify the key marketing programs . It is
important to accomplish each one on time and on budget

5.2 Marketing Organization
The Brand Management Department and Marketing
Department will be responsible for the marketing
activities.

5.3 Contingency Planning
Difficulties and risks
Problems generating visibility, a function of being
an internet based start up organization
An entry into the market by an already established
market competitor
Worst-Case Risks
Determining that the business cannot support itself
on an ongoing basis
Having to liquidate equipment or intellectual
capital to cover liabilities

5.3 Contingency Planning

Recommendation
 Patients who qualify for statins therapy are
either not being treated, being under-treated,
or both.
 Aggressive lipid lowering beyond current
guidelines appears to be more efficacious in
reducing morbidity & mortality.

Recommendation
Though atorvastatin is prescribed most all around the
world frequently as a first choice of lipid lowering
agent. As now we have updated drug in hand,
shouldn't we use that instead?
ROSTIN is not right for everyone. Do not take ROSTIN if you are
nursing, pregnant or may become pregnant; have liver problems;
or have had an allergic reaction to ROSTIN
Your doctor should do blood tests to check your liver before
starting treatment with ROSTIN and if you have symptoms of liver
problems while taking ROSTIN
Rosuvastatin is the most potent member of statin family that has
ability to regress Atherosclerosis.

Reference
 http://www.ncbi.nlm.nih.gov/pubmed/23637557
 http://archinte.jamanetwork.com/article.aspx?articleid=416101
 http://www.ncbi.nlm.nih.gov/pubmed/23476802
 http://www.drugs.com/international/rosuvastatin.html
 British National Formulary; 62nd Edition (Sep 2011) British Medical
Association and Royal Pharmaceutical Society of Great Britain, London
 Manufacturer's PIL, Crestor® 5 mg, 10 mg, 20 mg and 40 mg film-
coated tablets; Manufacturer's PIL, Crestor® 5 mg, 10 mg, 20 mg and
40 mg film-coated tablets, AstraZeneca UK Ltd, electronic Medicines
Compendium. Dated September 2011.

Rosuvastatin final marketing plan

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