Etizola brand plan

BRAND PLAN

Brief IntroductionBrand national Analysis:(a) History of Brand(b) Current monthly trend(c) Brand seasonality Index(d) Unit wise sales analysis

Market Analysis:(a) ORG MAT analysis (Monthly Rx,Dr,P/D)(b) Specialty analysis (Top specialties monthly contribution)(c) Dr universe vs brand analysis

Regional analysis:(a) Market potential index and Brand potential index(b) Competitor scenario(c) Bigger picture

Corporate scenario:(a) CNS leaders and represented market(b) Top CNS corporate scanning

SWOT analysis

Strategy 2011-12 :(a) Objective(b) Facts/issues ORG analysis(c) Facts/issues Doctors & Prescription analysis(d) Competitor activities(e) GAP analysis(f) Key issues to address(g) Communication & challenges(h) Detailed Regional strategy cum budget

(a). History of Brand

Internal Value (Rs. Lakh) 184 300 342 198Internal GR% #DIV/0! #DIV/0! 63 73Internal PRPM (Value) #DIV/0! 0.10 0.16 0.23% contr to overall sales of Div 0 8 9 9

ORG VALUE MOLE(MAT) 94 504 866 661 464ORG Value (MAT) 86 222 388 306 197ORG GR% (MAT) #DIV/0! 159 75 55MS% (MAT) 91 44 45 46 42Rank (MAT) 1 1 1 1 1

Apr-Oct'10 Apr-Oct'09Dr (MAT) Actual No. 737 25,188 39,267 25,763 21,730DR Gr% 999 56 19Total Rxns 14,501 567,597 1,176,640 743,476 650,106Rx (MAT) Actual No. 14,501 375,202 566,360 421,312 293,717Rx GR% 2487 51 43Rx share% 100 66 48 57 45P/D (MAT) 20 15 14 16 14

Top Speciality: PHY PHY PHY PHY PHYDr 374 10384 16698 9023 9013Rx 11,010 173,542 265,994 167,668 144,110P/D 29 17 16 19 16Top Indication : Anxiety & Depression Anxiety Anxiety & Hypertension Anxiety

Org

Yr 09-10

INTERNAL

org

Yr 08-09Yr 07-08 Apr-Nov 10 Apr-Nov 09

• Etizolam is 3 yr old molecule in pharma market• Market is expanding and molecule growing more than 50%• Macleods commanding more than 45% market and No. 1 brand till date as per MAT ORG• ETIZOLA has 57% Rx share with PHY as top specialty.

Nov’10 Mat

(b). Current monthly trendMar-10 Apr-10 May'10 June'10 July'10 Aug'10 Sep'10 Oct'10 Nov'10 Dec'10

Target in Rs. Lakh 35.85 37.99 41.21 41.95 42.25 43.80 41.6 47.42 48.81

Achievement in Rs. Lakh 10 38.14 36.50 42.30 42.10 43.50 44.8 47.3 48.2 53.2

% achivement 106 96 103 100 103 102 114 102 109

LYS 23.24 20.29 25.31 25.33 25.23 26.87 24.86 26.54 26.00

GR% 64 80 67 66 72 67 90 82 105

Sales in Boxes 1.5 1.4 1.6 1.6 1.7 1.7 1.8 1.9 2.1

National PRPM Value 0.20 0.19 0.22 0.22 0.23 0.24 0.25 0.25 0.28

Market (Value Rs.Lakh) 09 46 48 52 61 61 65 67 64 66

Market (Value Rs.Lakh) 10 77.0 82.5 80.7 83.5 85.2 80.8 84.3 87.4

Market GR% 66 73 54 37 39 25 25 37

Our Brand Sales in (Rs. Lakh) 09 20 20 21 25 26 27 30 28 29

Our Brand Sales in (Rs. Lakh) 10 35.1 36.2 37.6 39.0 41.1 36.0 40.7 40.5

PRPM (Value) 0.18 0.19 0.20 0.21 0.22 0.19 0.21 0.21

Our Brand GR% 80 84 80 53 56 32 34 46

Our Brand MS% 46 44 47 47 48 45 48 46

ORG Rank 1 1 1 1 1 1 1 1

Drs in Market 09 4733 5054 4935 5551 5566 6199 6195 5773 6059Drs in Market 10 5733 6010 5971 6041 6051 6744 6290

Dr GR% 21 19 21 9 9 9 2Drs for Brand ' 09 2531 2963 2989 3077 3137 3586 3447 3072 3693Drs for Brand ' 10 3,165 3,493 3,918 3,637 3,731 3,909 3,910Drs GR% Brand 25 18 31 18 19 9 13Rx in Market 09 88634 79986 90467 93070 95534 92785 109630 103562 111821Rx in Market 10 102401 107804 98350 104567 102093 109179 119082

Rx GR% 16 35 9 12 7 18 9

Rxs for Brand 09 46480 37139 41575 39649 41009 39357 48508 48658 63070Rxs for Brand 10 62398 52222 61044 60539 59822 61182 56182 70321

Rx GR% Brand 12 64 46 51 49 43 45

Rx

INTERNAL

org

• ETIZOLA has excellent growth trend in term of Rx, Dr and value.• ETIZOLA growth in term of RX and DR is more than molecule growth

Nov’10 Mat

(c). Brand seasonality indexAPR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR

Ann Avearge

Yr 2007-08 (Sales Rs. Lakh) 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 4.23 5.80 9.92 7.55 2

Yr 2008-09 (Sales Rs. Lakh) 12.30 12.45 13.81 13.65 14.73 16.38 14.06 14.22 16.57 18.88 19.27 17.68 15

Yr 2009-10 (Sales Rs. Lakh) 23.24 20.29 25.31 25.33 25.23 26.87 24.86 26.54 26.00 25.71 28.20 22.88 25

3 Yr Average (Sales Rs. Lakh) 12 11 13 13 13 14 13 14 16 17 19 16 14

Seasonality Index 0.83 0.77 0.92 0.91 0.94 1.01 0.91 0.96 1.10 1.18 1.35 1.13

Season Type (LS/MS/HS) LS LS MS MS MS MS MS MS MS HS HS HS

Yr 2007-08 (Sales Rs. Lakh) 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 2.87 6.23 9.56 2

Yr 2008-09 (Sales Rs. Lakh) 11.91 12.72 12.86 14.63 14.92 15.47 13.57 14.76 15.38 17.04 17.20 16.72 15

Yr 2009-10 (Sales Rs. Lakh) 19.51 19.65 20.90 25.39 26.39 27.31 30.27 27.73 29.30 26.56 27.89 30.14 26



Season Type (LS/MS/HS) LS LS LS MS MS MS MS MS MS HS HS HS

Yr 2007-08 (Sales Rs. Lakh) 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 2.87 6.23 9.56 2

Yr 2008-09 (Sales Rs. Lakh) 11.91 12.72 12.86 17.91 19.81 20.72 20.47 32.06 37.07 41.55 42.45 41.38 26

Yr 2009-10 (Sales Rs. Lakh) 46.32 47.63 52.34 60.99 61.16 64.61 67.30 63.58 66.19 61.99 65.76 67.26 60



Season Type (LS/MS/HS) LS LS LS LS MS MS MS MS HS HS HS HS

Annual Average = Annual Sales/ No. of months SI =< 0.9; Lean Season (LS)3 Yrs Annual Average = Sum of Annual Averages/3 SI => 0.9 and <1.10; Moderate Season (MS)Seasonality Index = 3 Yrs monthly average / 3 yrs annual avaerage SI => 1.1; High Season (HS)

Market

INTERNAL

org

• Season has no effect on ETIZOLAM market

Nov’10 Mat

(d). Brand unit wise analysis and MRP Nov’10 Mat

Product MAT Nov'10 % MS % Grw MTH Nov'10 % MS % Grw ETIZOLAM 922.47 100.00 47.27 87.37 100.00 37.41 0.5000MG 761.74 82.58 38.10 70.91 81.16 32.64 ETIZOLA MA5 340.12 44.65 45.51 32.06 45.21 42.75 ETILAAM IN9 209.60 27.52 31.08 18.52 26.11 21.53 ETIREST SPI 180.76 23.73 14.45 14.87 20.98 -5.64 EZOLENT TAL 16.30 2.14 999.00 2.67 3.77 999.00 LAM-ET T7M 7.63 1.00 999.00 0.69 0.98 999.00 ETAZAM TNT 5.30 0.70 999.00 0.73 1.04 999.00 ETILITE RBY 2.03 0.27 999.00 1.36 1.91 999.00 1MG 107.73 11.68 68.21 8.91 10.20 14.47 ETILAAM IN9 49.07 45.55 45.90 4.39 49.24 32.78 ETIZOLA MA5 29.94 27.79 57.47 2.17 24.37 -25.84 ETIREST SPI 23.78 22.07 108.69 1.54 17.28 -0.78 EZOLENT TAL 2.28 2.12 999.00 0.24 2.70 999.00 ETAZAM TNT 1.83 1.70 999.00 0.16 1.78 999.00 ETILITE RBY 0.83 0.77 999.00 0.41 4.63 999.00 0.2500MG 52.99 5.74 392.67 7.55 8.64 222.79 ETIZOLA MA5 49.83 94.03 363.27 6.26 82.95 167.75 ETILAAM IN9 3.16 5.97 999.00 1.29 17.05 999.00

Product Company Pack MRPEtilaam- 0.5 Tab Intas 10'S 32.5Etilaam-1mg Tab Intas 10'S 60Etilaam MD Intas 10's 35.8Etirest- 0.5 Tab Sun 10'S 33.5Etirest- 1 Tab Sun 10'S 68Etazam-0.5 Tab Torrent 10'S 30Etazam-1 Tab Torrent 10'S 60Etilite 0.5mg Ranbaxy 10's 32.5Etilite 1mg Ranbaxy 10's 60Etizola 0.5mg Macleods 10's 35.5Etizola 0.25mg Macleods 10's 19.5Etizola MD Macleods 10's 36.5Etizola 1mg Macleods 10's 68.8Solopose- 0.5 Tab Mankind 10'S 19.9

• ETIZOLAM 0.5mg is contributing more than 80% • ETIZOLA is NO.1 in 0.5mg and 0.25mg segment but 1mg need to be focused• Changing the 5x10 pack of ETIZOLA 0.5mg to 10x10 will give a big jump in sales. •Etizola is No.1 beside premium price.

Market analysisMolecule

Dosage Form

StrengthNo. of

Brands

Value Nov'10

MAT(Lac)GR% PRPM

Dr Monthly

AvgDr GR%

Rx Monthly Avg

Rx GR% P/D

Market 922.0 72 4.9 6,074 38 105,834 40 17

ETIZOLA 420.0 75 2.2 3,608 31 57,830 47 16

ETILAAM 262.0 57 1.4 1,573 37 20,071 0 13

ETIREST 205.0 69 1.1 1,677 -39 26,193 63 16

EZOLENT 19.0 999 0.1 79 #DIV/0! 544 #DIV/0! 7

8

ET

IZO

LA

M

BID

025m

g, 0

.5m

g a

nd

1g

m

Spl-1 Name

Spl-1 Rx Spl-1 DrSpl-1 P/D

Spl-2 Name

Spl-2 RxSpl-2

DrSpl-2 P/D

Spl-3 Name

Spl-3 RxSpl-3

DrSpl-3 P/D

Market CP 34076 1788 19 PSY 20528 962 21 NEUR 19319 912 21

ETIZOLA CP 23657 1412 17 GP 6407 566 11 CARD 4290 316 14

ETILAAM NEU 5996 512 12 PSY 7194 449 16 CP 4490 224 20

ETIREST PSY 8327 308 27 CP 5716 462 12 NEUR 7941 475 17

EZOLENT PSY 205 18 11 DIAB 141 6 23 CP 111 4 30

Speciality

No. of Drs

Selected for

Promotion

No. of Drs in

Universe (Monthly

Avg)

No. of Drs in Market

% Dr Disp

No. of Drs for our

Brand as per ORG

% Dr Disp

No. of Drs for Top Brand-2 as per ORG

ETILAAM

% Dr Disp

No. of Drs for Top Brand-3 as per ORG

ETIREST

% Dr Disp

Grand total 90 53863 4193 7.79 2630 62.7 1077 26 1053 25.1

PSY 10 2472 869 20.7 292 11.1 283 26.3 395 37.5

NEURO 4 3801 763 18.2 279 10.6 421 39.1 346 32.8

CP 44 17917 1744 41.6 1395 53 273 25.4 251 23.8

MBBS 32 29672 817 19.5 664 25.2 99 9.22 61 5.82

MONTHLY AVG

(a)

(b)

(c)

Nov’10 Mat

• ETIZOLA has 48% MS with highest PRPM and P/D• ETIZOLA has more support from GP and CARD unlike ETIZOLAM ie. From CP,PSY,NEU.• PSY and NEUR specialty need to be focused. ETILAAM & ETIREST degrowing in term of both Rx and DR wise.

Regional Analysis(a) MPI and BPI

ORG Region

Brand Average Monthly

Sales Internal


Sales ORG

Market Average Monthly

Sales ORG

MS%Rank latest

Brand GR%

Internal

Brand GR% ORG

Market GR%

Brand PRPM

Internal

Brand PRPM ORG

Market PRPM

Brand Int Disp

%

Brand ORG

Disp%

Market Disp %

Brand Index (BI)

(Brand

ORG Disp/ Mkt Disp)

Retain Focus (RF) / Aggressive Focus (AF) / Low

Focus (LF)

Total All India 44 32 72 45 52 78 70 0.23 0.17 0.39 100 100 100

GUJARAT 2.00 1.0 2.7 38 2 66 62 78 0.20 0.10 0.27 4.5 3.1 3.7 0.8 AF

PUNJAB/HARYANA 2.20 3.7 7.8 47 1 0 196 137 0.18 0.31 0.65 5.0 11.3 10.8 1.0 RF

KARNATAKA 1.09 0.7 1.7 42 1 28 89 79 0.10 0.06 0.15 2.5 2.2 2.3 0.9 AF

KOLKATA 4.20 1.0 2.7 37 1 87 134 62 0.22 0.12 0.32 9.4 3.1 3.7 0.8 AF

WEST BENGAL 1.3 2.4 53 1 125 71 0.0 3.9 3.3 1.2 RF

CHENNAI 2.30 0.4 1.1 39 1 30 36 55 0.15 0.10 0.22 5.2 1.3 1.5 0.9 AF

TAMIL NADU 1.1 2.2 49 1 67 79 0.0 3.4 3.1 1.1 RF

ORISSA 1.50 0.6 1.3 49 1 59 43 36 0.30 0.13 0.26 3.4 1.9 1.8 1.1 RF

DELHI 1.34 0.7 2.6 29 2 47 67 77 0.13 0.07 0.26 3.0 2.3 3.6 0.6 AF

ANDHRA PRADESH 2.61 1.8 3.6 52 1 79 94 74 0.16 0.12 0.22 5.9 5.7 4.9 1.2 RF

MADHYA PRADESH 3.80 2.4 5.8 41 1 41 81 66 0.35 0.22 0.53 8.5 7.5 8.1 0.9 AF

RAJASTHAN 3.60 3.8 5.8 65 1 21 34 33 0.51 0.54 0.83 8.1 11.6 8.1 1.4 RF

7.50 7.2 12.5 57 1 117 74 77 0.44 0.42 0.74 16.9 22.2 17.3 1.3 RF

60 LF

39 LF

2.50 1.7 4.1 40 2 56 44 91 0.25 0.17 0.41 5.6 5.2 5.7 0.9 AF

0.0 0.0 0.0 0.0 LF

0.69 65 1.5 0.0 0.0 0.0 LF

4.15 1.9 5.9 32 1 44 94 65 9.3 5.7 8.1 0.7 AF

0.0 0.0 0.0 0.0 LF

MUMBAI 2.26 1.1 4.8 23 3 47 76 89 0.16 0.08 0.34 5.1 3.4 6.7 0.5 AF

ASSAM 0.67 0.2 2.1 7 3 65 58 45 0.11 0.03 0.35 1.5 0.5 2.9 0.2 LF

KERALA 2.09 1.8 3.1 59 1 43 33 40 0.19 0.17 0.28 4.7 5.6 4.3 1.3 RF

UTTAR PRADESH

BIHAR

MAHARASHTRA

Nov’10 Mat

• ETIZOLA is No.1 in all regions beside No.2 in Gujarat, Delhi and Bihar, Mumbai and Assam need to be focused• Focus to be retained in Pun/Har, WB, T.N, Orissa, M.P,UP and kerla• Intense focus required in Bihar, Maharastra and Assam.

(b). Competitor Scenario

ORG Region


Sales Internal


Sales ORG

Market Average Monthly

Sales ORG

MS%Rank latest

BRANDAvg

Monthly Sales

GR% MS% BRANDAvg

SalesGR% MS% Brand

Avg Sales

GR% MS%

Total All India 44 32 72 45 42 58 23 32 14 19

GUJARAT 2.00 1.0 2.7 38 2 ETILAAM 1.20 59 44 ETIZOLA 1.20 59 44 ETIREST 0.35 -13 13

PUNJAB/HARYANA 2.20 3.7 7.8 47 1 ETIZOLA 4.69 225 60 ETILAAM 2.70 45 35 ETIREST 1.74 16 22

KARNATAKA 1.09 0.7 1.7 42 1 ETIZOLA 0.77 28 47 ETIREST 0.59 36 36 ETILAAM 0.54 70 33

KOLKATA 4.20 1.0 2.7 37 1 ETIZOLA 1.57 113 58 ETIREST 1.11 -4 41 ETILAAM 0.54 21 20

WEST BENGAL 1.3 2.4 53 1 ETIZOLA 1.47 98 62 ETIREST 1.11 -4 47 ETILAAM 0.54 21 23

CHENNAI 2.30 0.4 1.1 39 1 ETIZOLA 0.55 57 49 ETILAAM 0.44 26 40 ETIREST 0.26 -1 23

TAMIL NADU 1.1 2.2 49 1 ETIZOLA 1.12 18 50 ETIREST 0.92 19 41 ETILAAM 0.22 28 10

ORISSA 1.50 0.6 1.3 49 1 ETIZOLA 0.64 10 50 ETIREST 0.33 -6 26 ETILAAM 0.31 11 24

DELHI 1.34 0.7 2.6 29 2 ETILAAM 1.00 5 39 ETIZOLA 0.92 70 36 ETIREST 0.79 11 31

ANDHRA PRADESH 2.61 1.8 3.6 52 1 ETIZOLA 2.41 81 68 ETIREST 1.06 9 30 ETILAAM 0.73 130 21

MADHYA PRADESH 3.80 2.4 5.8 41 1 ETIZOLA 2.88 54 49 ETILAAM 2.14 -3 37 ETIREST 0.98 18 17

RAJASTHAN 3.60 3.8 5.8 65 1 ETOZOLA 4.00 16 69 ETIREST 1.09 -2 19 ETILAAM 0.67 -30 12

7.50 7.2 12.5 57 1 ETIZOLA 8.69 49 69 ETILAAM 3.06 28 24 ETIREST 1.96 22 16

2.50 1.7 4.1 40 2 ETILAAM 2.42 136 58 ETIZOLA 1.52 -12 37 ETIREST 0.69 47 17

0.694.15 1.9 5.9 32 1 ETILAAM 2.23 -14 38 ETIZOLA 2.03 54 35 ETIREST 1.36 6 23

MUMBAI 2.26 1.1 4.8 23 3 ETILAAM 2.24 115 47 ETIREST 1.54 -19 32 ETIZOLA 1.67 166 35

ASSAM 0.67 0.2 2.1 7 3 ETILAAM 1.78 83 84 ETIREST 0.65 17 31 ETIZOLA 0.13 -17 6

KERALA 2.09 1.8 3.1 59 1 ETIZOLA 1.98 20 64 ETIREST 0.96 5 31 ETILAAM 0.22 -26 7

Rank-3Rank-1 Rank-2

UTTAR PRADESH

BIHAR

MAHARASHTRA

Nov’10 Mat

• Etizola is No.2 and de growing in Bihar and Assam exceptional case need to be revisit• ETIZOLA is No.2 in Maharastra, Delhi and Gujarat but growing more than competitor.

(c). Bigger picture

Values in lakh (MAT Nov'10)

REGIONS ETIZOLAM ETIZOLA %MS RANKMAT

Nov'10Mth

Nov'10MAT

Nov'10%Grw

Mth Nov'10

UTTAR PRADESH 167 94 57 1 1143 95.3 1,755 1 133

PUNJAB/HARYANA 98 45 46 1 1008 84.0 898 -4 75

MADHYA PRADESH 73 32 44 1 476 39.7 596 -1 49

MAHARASHTRA 71 24 34 1 770 64.2 1,225 3 107

RAJASTHAN 71 46 65 1 674 56.2 915 4 72

MUMBAI 63 17 27 3 436 36.3 1,004 4 89

ORISSA 55 8 14 1 415 34.6 231 -16 19

ANDHRA PRADESH 47 26 55 1 572 47.7 1,514 20 148

KERALA 37 23 61 1 358 29.8 475 -1 39

GUJARAT 36 14 38 2 363 30.3 613 12 51

WEST BENGAL 35 15 43 1 750 62.5 1,183 15 105

DELHI 32 10 32 2 390 32.5 692 -2 53

KOLKATA 30 17 57 1 375 31.3 817 -3 65

BIHAR 28 19 69 1 153 12.8 1,004 11 87

TAMIL NADU 27 13 47 1 449 37.4 1,091 1 91

KARNATAKA 22 9 40 1 490 40.8 726 17 62

ASSAM 17 2 10 2 157 13.1 167 7 14 CHENNAI 14 6 41 1 142 11.8 339 4 29

Total 923.0 419.9 45.5 9121.0 760.1 15245.8 1287.9

CLONAZEPAM ALPRAZOLAM

Nov’10 Mat

• ETIZOLA market need to be expanded, extract share from Alprazolam and Clonazepam Mkt.• Key strength of ETIZOLAM over Alprazolam and Clonazepam in term of low tolerance and dependence will help to convert market• Big markets like UP, Pun/Har, MP, Maha, Raj and mumbai require more CME’s and awareness PDPs.

Corporate scenario

(a) CNS leaders & Represented Value Mkt.

THERAPY SEGMENT (Value Cr. - MAT May'10) S

UN

AB

BO

TT

*

CIP

LA

GL

AX

OS

MIT

HK

LIN

E*

IPC

A L

AB

S

JA

NS

SE

N-C

ILA

G

LU

PIN

LIM

ITE

D

MA

NK

IND

MIC

RO

LA

BS

*

NO

VA

RT

IS I

NT

L.*

PF

IZE

R*

RA

NB

AX

Y*

SA

NO

FI

AV

EN

TIS

*

TO

RR

EN

T P

HA

RM

A

U S

V

UC

B P

HA

RM

A

UN

ICH

EM

*

WO

CK

HA

RD

T-M

ER

IND

*

ZY

DU

S C

AD

ILA

*

INT

AS

PIR

AM

AL

HE

AL

TH

CA

RE

Gra

nd

To

tal

ANTI-EPILEPTICS 142.25 118.44 6.72 3.80 10.94 8.85 11.19 12.99 55.65 5.07 21.01 92.64 46.39 6.10 2.50 7.08 2.99 23.99 109.43 83.28 771PSYCHOLEPTICS 90.95 16.29 26.96 2.32 5.19 2.33 9.23 3.10 20.21 0.00 27.04 32.80 5.37 60.53 2.58 21.03 41.31 0.90 1.74 43.23 23.63 437a. ANTIPSYCHOTICS 57.95 1.47 2.32 3.61 2.25 5.35 0.40 5.66 0.00 0.00 4.40 21.36 2.58 3.08 0.00 0.68 34.53 1.79 147b. TRANQUILIZERS 19.73 25.49 3.11 2.34 13.37 0.00 27.14 39.17 21.03 38.23 0.28 0.83 7.56 21.83 220c. HYPNOTICS AND SEDATIVES 13.27 16.29 1.58 0.09 0.77 0.36 1.18 27.04 1.26 5.37 0.00 0.62 0.24 1.14 0.01 69

PSYCHOLEP.,PSYCHOANALEP. 77.26 26.32 5.77 0.00 11.61 0.00 20.99 14.57 24.18 0.16 11.99 24.59 0.00 37.37 7.82 24.75 23.52 37.53 17.99 61.75 17.28 445a. ANTIDEPRESSANT,THYMONAL 77.26 25.71 5.77 10.64 11.84 13.42 12.31 0.16 11.99 18.59 27.76 4.58 20.70 37.53 10.67 50.70 10.50 350b. PSYCHOSTIM.,NEUROTONICS 0.61 10.33 5.38 3.15 24.75 7.32 3.56 55c. PSYCHOLEPTICS 0.97 9.15 1.15 1.54 0.62 6.46 3.24 2.82 7.49 6.78 40

ANTIMIGRAINE PREPARATIONS 0.63 1ANTI-PARKINSON DRUGS 35.46 7.02 0.72 0.19 0.11 2.31 16.34 2.46 0.00 0.06 6.95 0.56 72DRUGS FOR ALZHEIMER'DISEA 36.22 0.78 1.85 9.74 0.12 3.98 3.19 5.87 4.36 1.85 1.71 12.81 7.32 90DRUGS FOR DEADDICTION 7.28 4.44 0.00 1.01 3.85 0.16 3.28 20OTHER CNS DRUGS 32.86 0.97 8.70 3.99 10.30 0.28 23.48 1.52 31.26 9.27 0.13 8.28 0.18 12.17 8.89 152

Grand Total 422 161 52 3 23 13 58 34 75 56 88 83 98 184 30 48 82 42 46 250 141 1988

• MNC’s like Gsk, Janssen cilang, SA has no presence in the anxiolytic mkt.• Beside Sun, Intas and Abbott none of the corporate has big stake• One of the potential mkt. ie. No.2 CNS mkt, potential wise after antiepileptic.• Macleods can take advantage of the dispersed mkt. scenario.

(b) Top CNS corporate scanning

Symbiosis Synergy Sirus Astera Altima Aquila Alecta Avanza Neuron Axon Mind MAN120 110 115 149 220 135 110 35 110 109 113 New15 12 10 6.5 7.5 6 5.5 1.3 4

10Dr/M 10Dr/M 10Dr/M 12Dr/M 12Dr/M 12Dr/M 10Dr/M 11 Dr/M 11 Dr/M 11 Dr/MPsychiatrists 30 30 30 30 30 30 30 10 30 30 30Neurologist 20 20 20 20 20 20 20 5 15 15 15Cardiologist 10 15 10 10 20 20Consultant Phy 65 50 60 55 50 45 45 110 70 85Orth 5 20Gastro 5GP 35 25 20 15 10 20 20

35 47 30 28 3017 19 15 125 6 5 41 1 1 1 1 1 1 1

Total Area managersTotal RSM managersTotal Sales managersTotal AGM sales

Dis

trib

uti

on

COMPANYDivisionTotal PS StrengthTotal monthly TurnoverCall Avg/Cov. P.M.

4317

SUN INTAS TORRENT

• Macleods is at par with Sun, Intas and Torrent in terms of total PS strength ie. 190 PSO all India• SUN, INTAS and TORRENT are weak in term of CP, Card and GP coverage• Macleods scores over in term of ABM and RSM coverage• Strategic promotion from back door will fetch macleods, excellent business ie. GP–CP–CARD-PSY–NEU• Macleods is still ruling the market with the strategic promotion.

SWOT Analysis – Brand

Positive Negative

External

Opportunity

1. Market is growing at 47.26% 2. Currently every secon individual is suffering from stress3. Huge scope to extablish ETIZOLA as Co-Rx in all chronic diseases along with ongoing therapy, with the help of latest articles.4. Launch of ETIZOLA MD and ETIZOLA Beta will help to expand the market and to retain big market share.

Threat1.Mankind has launched SOLOPOSE with 11+1 scheme and half the market price.2.SUN, INTASand TORRENT has also launched combinations with escitalopram and mouth dissolving tablet.3.Sun , Intas and torrent has good equity with Psy and NEU.4. Both INTAS and SUN pharma getting aggressive in public awareness campaign with the help of celebrity.

Internal

Strengths1. Only company in the market with the comprehensive Anxiety management concept with full range of products.2. Excellent rapport with the CARD, PSY and GPs .3. Co-Rx strategy at cardiologiest appreciated and well acknowledged.4. Strongly perceived for Anxiety management by CP, Card, GP and Daibto.6. Regular Regional and local CMEs and PDPs.

Weaknesses

1. Less number of PSY and Neu is MR list because Macleods Procare CV is Cardi division.2. NO high value activities for PSY and NEU

Strategy 2011-2012

(a) Objective of Strategy

As per ORG and CMARC

• Current MS : 44% Aimed MS : 55%• Current Yr Proj Value : 6.30 Cr Aimed Value : 11.30 Cr.• Curent % Growth : 55% Aimed % Growth : 50%• Aimed % Dr Growth : 27%• Aimed % Rxn Growth : 54%• Aimed P/D : 17

As per Internal Sales

• Current yearly value Proj : 7.60 Cr Trgted 2010-11 value obj : 12.50 Cr• Current % growth over LYS : 75% Trgted % growth 2010-11 : 64%

(b) Facts/ Issues – ORG

• Current Rank – 1• Details LYS(08-09) TYS(09-10) Current trend( Apr’10-Nov’10) Molecule % Grw 436% 72% 47% ETIZOLA 150% 75% 55% % MS ETIZOLA 43% 47% New Entrants 2 4 8

Etizola is the market driver with holding 47% MS and registering 55% value growth besides the strong presence of INTAS, SUN and TORRENT, ETIZOLA has to expand market by :1. By converting indirect competitors ie. Alprazolam,Clonazepam,Diazepam market 2. Converting new Drs ie. PSY & Neu where macleods is week

• Market has now 8 new competitors with Mankind with the lowest price alongwith 11+1 scheme.

• Monthly Unit Trend– Increasing for 0.5mg, contributing more than 80%– Changing 5x10 pack to 10x10 pack will give big jump in sales– Launching ETIZOLA MD and ETIZOLA BETA to expand market

• Big markets like UP, Pun/Har, MP, Maha, Raj and mumbai require more CME’s and awareness PDPs.

• Molecule growth looking stagnant.• Brand review meeting every 2nd month with field to ensure the right implementation and to

discuss new strategies

(c) Facts/ Issues – Doctors & Prescriptions

• Current Rank – 1• Current trend( Apr’10-Nov’10)

Etizola is the market driver and ETIZOLA has to expand market by :1. Exposure to new Drs. Specialty2. Establishing as Co-Rx with all chronic diseases.ie. Step wise procedure3. Creating new perceptions in market.

• Big task to build strong perception with evidence base literatures and holding CMEs at regional and national level to identifying new therapy GAPs, recognizing and implementing.

• Building core group with all specialty therapeutic segments.• PMS and clinical trials for molecule growth

Details Dr. %Grw Rx. % Grw P/D Top Specialty Top specialty % GrwMOLECULE 9 13 18 Phy 0ETIZOLA - Macle 23 49 16 Phy 29ETILAAM - Intas -5 -34 14 Neu -17ETIREST - Torr 0 -23 15 Neu -41

(d) Competitors Activity

INTAS Pharm :• Expanding ETILAAM extensions to complete the anxiety management spectrum.• Investing high value gifts for key Drs.• Domestic trips for Drs.

TORRENT Pharm :• ETAZAM also coming up with combinations• Huge Drs. CMEs• ANCIPS particaption• National and international conference sponsorship with co branding.• ETAZAM has been circulating reference articles• Torrent has tied up with helpage india for mass awareness.

SUN Pharm :• Sun is very aggressive with ETIREST.• Circulating patient profile with the help of indian patient photo shoot.• Brand campaign and lucrative brand incentives

(e) GAP available

Awareness :• Under take public awareness related activities through CME/PDP/CORPORATE CAMPS• MACLO camps• PAG India Meetings

New launch :• Launch ETIZOLA MD and ETIZOLA BETA

Packing :• Converting 5x10 pack of ETIZOLA to 10x10 pack for 0.25mg, 0.5mg and 1mg• Increase HO Order up to 14%

Communication :• Establishing Co-Rxn with antihypertensive and subsequently with Cardiac complications ie. ACS,

CHD, MI, Athresclerosis• Stepwise expanding brand exposure to establish as Co-Rx especialy with:

• Diabetic management• Pain management- arthritis• Gastro• Post delivery complications- Gyne• COPD, Asthma- Respiratory complications

• Etizola stress card activity• Etizola think and act contest• Duration- Once in 3 months

Drs/PSOPhy-Card –Psy –GP –

Targeting Phy,GP &------

• Etizola Anxiety campaign• Anxiety Meter•Duration- Every months


Targeting Phy, Card &Psy

• Etizola Heart & Brain campaign• Use it or lose it campaign•Duration- Once in 2 months


Targeting Phy & Card

• Etizola smile campaign/ Premium HVG• Duration- Once in 6 months

Drs/PSOPsy-Neu –

Targeting Psy & Neuro

• Etizola tambola campaign• Duration- Once in 3 months


Targeting Phy, GP & Card

(f)

(g). Brand Communication & challenge

Key Strengths

Focus Indications Symptoms Target Drs.

Target Sex

Co-morbid conditions

Target molecule

Target Brands

Key Benefits Positioning Key Communication

Etizola 0.25mg

FOCUS AS CO-RX in CVD patient with: Restlessness, Irritability, Muscle tension Difficulty concentration and Social anxiety disorder.

Fear, Worry, irritation, restless, agitated, Muscle tension, arousal

GP, CP, Card, Diab

Male /Female

Hypertension, Diabetes Mellitus

Etizolam, Alprazolam, Clonazepam, Diazepam

ETILAAM, ETIREST, EZOLENT, ETILITE

Only Brand brand in market offering all the key strengths

Shorter Action… Lesser Side effects

"Tolerance & Dependence free" Addetive use of Etizola along with cardiovascular drugs, specially in patient with ACS,CHD,MI and atherosclerosis is safe and effective.

Etizola 0.5mg

ANXIETY Mgmt ACROSS ANXIETY SPECTRUM- Panic attack, Post traumatic stress disorder, Genarilised anxiety disorder, Obssessive compulsive disorder.

Fear, Worry, irritation, restless, agitated, Muscle tension, arousal along with difficulty concentrating, sleeplessness.

Psy, Neuro,

GP, CP, Card, Diab

Male /Female

Depression, MDD,

Psychosis


ETILAAM, ETIREST, EZOLENT, ETILITE

Brand offering freedom to titrate


"Tolerance and Dependence free" Wide formulation range for excellent dosage titration

Etizola 1mg

Depressive Neurosis & Sleep Disorders

Somatization, Pain, Worry, Sleeplessness, Irritation

Psy Male

/Female

Depression, MDD,

Psychosis


ETILAAM, ETIREST

Brand offering freedom to titrate


"Tolerance and Dependence free" Wide formulation range for excellent dosage titration

Etizola MD

Right choice for right class of patients ie. Working executives, elderly patients, panic attack, patients with swallowing diasabilities.

Fear, Worry, irritation,restless, agitated, Muscle tension, arousal along with difficulty concentrating, sleeplessness.

Psy, Neuro,

GP, CP, Card, Diab

Male /Female

Hypertension, Diabetes Mellitus,

Depression


ETILAAMBrand offering freedom to titrate


"Tolerance and Dependence free" Melts down the anxiety within 8 seconds with RPT technology

• Treating each strength as individual product and in different indication• Refined and strategic communication• Coverage across the Anxiety spectrum• Stepwise expanding brand exposure to establish as Co-Rx especialy with:

• Cardiovascular drugs• Diabetic management• Pain management- arthritis• Gastro• Post delivery complications- Gyne• COPD, Asthma- Respiratory complications

• Year 2010-11 Projected 2011-12 • E/S :12% E/S planned :18%• Total trgt : 7.60 Cr Total trgt : 12.50 Cr

INPUT DetailsGUJ

PB/ HAR

KARNA KOL T.N. ORRI DELHI A.P. M.P. RAJ U.P. BIHAR MAHA MUM ASSAM KERALAYr 10-11

Trgt 7.6 CrYr 11-12

Trgt 12.6 Cr

Representatives 10 12 11 19 15 5 10 16 11 7 17 10 16 14 6 11 190 210

PRPM 2010-11 0.20 0.18 0.10 0.22 0.15 0.30 0.13 0.16 0.35 0.51 0.44 0.25 0.26 0.16 0.11 0.19 4 6

Targeted PRPM 2011-12 0.32 0.30 0.16 0.36 0.25 0.48 0.22 0.26 0.56 0.83 0.71 0.40 0.42 0.26 0.18 0.31 760.0 1260.0

High-value gift nos. Nil 10 16 11 22 15 5 15 16 11 10 22 10 16 14 6 11International trips drs. NilNational Conf. drs. 4 1 1 1 1 3Regional Conf. drs. 11 1 1 1 1 1 1 1 1 1 1 1 9 11Camps 840 40 64 44 88 60 20 60 64 44 40 88 40 64 56 24 44 420 840CMEs 630 30 48 33 66 45 15 45 48 33 30 66 30 48 42 18 33 210 630DGMs 16 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 6 16PDPs 210 10 16 11 22 15 5 15 16 11 10 22 10 16 14 6 11 50 210

DSS Nil 0

HO orders Nil 0Trade Schemes Nil 0Creative print inputs (brand registration) 1260 60 96 66 132 90 30 90 96 66 60 132 60 96 84 36 66 840 1260Scientific print inputs (Therapy gaps) 1260 60 96 66 132 90 30 90 96 66 60 132 60 96 84 36 66 840 1260Mass gifts (Table-top reminders) 840 40 64 44 88 60 20 60 64 44 40 88 40 64 56 24 44 200 840Mass gifts (Theme-based medium value) 630 30 48 33 66 45 15 45 48 33 30 66 30 48 42 18 33 200 630J ournals / Books 420 20 32 22 44 30 10 30 32 22 20 44 20 32 28 12 22 200 420

Direct mailers 2420 120 192 132 264 180 60 180 192 132 120 264 120 192 168 72 132 0 2520

Samples yes 0

Special Product Incentives yes 0SMS campaigns Daily 0Email campaigns Weekly 0PMS / Clinical trials 10 1 1 2 1 3 2 0 10

Monthly Brand review meeting Bimonthly 0

Total Yr 11-12

Activities

(h). Regional detailed strategy cum budget

Thank you

Etizola brand plan

Sports

Transcript of Etizola brand plan