Frositor Marketing Plan 2015

Frositor Marketing

Plan (Launch Readiness Review).

Mohamed Abdel Razek

Product Manager,

[email protected],

01068843178

Marketing Department,

Tabuk-Egypt.

Confidential.

Frositor Launch Readiness Review, Feb 2015, Confidential.

Executive Summary.


Executive Summary

The following is the Frositor marketing plan and launch

readiness review and it illustrates:

1. CVD burden and demographics, patient flow and product brief.

2. Total Statins market overview including rosuvastatin and

atorvastatin market and competitor analysis.

3. Establishing the Frositor Key issues, strategic imperatives, tactics

and positioning.

4. Determining target segments, target indications and scheduling

the activities.

5. Determining the direct promotional expenses.


CVD Burden and

Demographics.


Cardiovascular Diseases

1. Cardiovascular diseases (CVDs) remain the biggest cause of

deaths worldwide.

2. More than 17 million people died from CVDs in 2008.

3. More than 3 million of these deaths occurred before the age of

60 and could have largely been prevented.

4. The percentage of premature deaths from CVDs ranges from 4%

in high-income countries to 42% in low-income countries.


CVDs due to Atherosclerosis

1. Ischemic heart diseases (IHD) or coronary heart diseases (CHD),

example, Heart Attack (Myocardial Infarction).

2. Cerebrovascular diseases, example, Stroke.

3. Disease of the Aorta and arteries including hypertension (HTN)

and peripheral vascular diseases (PVD).

4. In 2008, out of the 17.3 million cardiovascular deaths, heart

attacks (MI) were responsible for 7.3 million deaths (42%) and

strokes were responsible for 6.2 million deaths (36%).


CVDs due to Atherosclerosis


Raised blood cholesterol as a major risk

factor of CVDs


Patient Flow Total Population

85,294,388

Females above 25

21,175,504

Males above 25

21,211,072

Total Population

16,104,408

Population with blood cholesterol

more than 200 mg/dl

Males

6,575,432

Females

9,528,976

Total Eligible Population

4,026,102

Affordability

25%

45%31%

CIA World Fact Book Egypt


Product Brief.


Frositor (Rosuvastatin)• Rosuvastatin is a selective and competitive inhibitor of HMG-CoA

reductase, the rate limiting step in cholesterol synthesis.

• Rosuvastatin produces it’s lipid lowering effect by:

1. Increase LDL receptors and increase the uptake of LDL.

2. Inhibits hepatic synthesis of VLDL which reduces the total

number of VLDL and LDL.

• Frositor will be available in 2 concentrations:

1. Frositor 10 mg 10 tabs which is responsible for 46% LDL reduction.

2. Frositor 5 mg 10 tabs which is responsible for 39% LDL reduction.

• Frositor 5 mg comes in a pack with only one stripe (10 tabs) costs 15.75 L.E.

• Frositor 10 mg comes in a pack with only one stripe (10 tabs) costs

22.00 L.E.


Indications

1. Hyperlipidemia and mixed dyslipidemia.

2. Hypertriglyceridemia.

3. Slowing the progression of atherosclerosis.

4. Primary prevention of cardiovascular disease.

a) Reduce the risk of stroke.

b) Reduce the risk of myocardial infarction.


Statins Market

Overview.


Total Statins Market, MAT 9/2013, Sales Units, Total M= 9,363,482 Stripes.

Atorvastatin,

5,166,462,

55%

Rosuvastatin,

3,255,876,

35%

Simvastatin,

590,286,

6%

Fluvastatin,

291,985, 3%Pravastatin,

58,873,

1%


Total Statins Market, MAT 9/2013, Sales Value, Total M= 289,664,828 L.E.

Atorvastatin,

152,570,737,

53%Rosuvastatin,

105,180,122,

36%

Simvastatin,

20,427,676,

7%

Fluvastatin,

8,320,365, 3% Pravastatin,

3,165,928,

1%


Total Statins Market, MAT 9/2013, Sales Growth, Total Statins Market G%=16%

Atorva Rosuva Simva

2009 89,357,699 28,312,272 22,397,332

2010 103,838,282 43,948,058 20,935,978

2011 118,888,427 60,008,570 18,773,728

2012 137,249,888 82,976,847 18,249,989

2013 153,910,979 104,498,446 20,427,991

0

20,000,000

40,000,000

60,000,000

80,000,000

100,000,000

120,000,000

140,000,000

160,000,000

180,000,000

14%

15%

12%

16%

55%

36%

38%

26%

-7% -3%

20,427,991L.E.

*-10% 12%

153,910,979 L.E.

*

104,498,446 L.E.

*


Atorva 20 mg,

64,989,706,

22%

Rosuva 10 mg,

54,515,268,

19%

Atorva 10 mg,

45,709,609,

16%

Rosuva 20 mg,

41,345,717,

14%

Atorva 40 mg,

37,815,860,

13%

Rosuva 5 mg,

9,319,137,

3%

Fluva 80 mg,

8,320,365, 3%

Simva 20 mg,

8,189,213, 3%

Simva 40 mg,

7,836,621, 3%

Atorva 80 mg,

4,055,562, 1%Prava,

3,165,928, 1%

Simva 80 mg,

2,815,064, 1%

Simva 10 mg,

1,586,778, 1%

Total Statins Market, MAT 9/2013, Sales Value, Total M= 289,664,828 L.E.


Atorvastatin and Rosuvastatin Markets, MAT 9/2013, Sales Growth, Total Statin G%=16%

54%

12%

3%

32%

19%

14%10%

0%

10%

20%

30%

40%

50%

60%

10mg 20mg 40mg 80mg

Atorvastatin5mg 10mg 20mg

Rosuvastatin

Atorvastatin M G%=12%

Rosuvastatin M G%=26%


Summary

1. Atorvastatin has the largest contribution 53% followed by

Rosuvastatin 36% of the total statins market.

2. Atorvastatin and Rosuvastatin combined represent about 89% of

the total statins market and the other 11% represent the

Simvastatin, Fluvastatin and Pravastatin markets combined.

3. Although the Atorvastatin has the largest contribution to the statins market, the Rosuvastatin (39%) has almost triple the

growth rate of the atorvastatin market (14%), and it shows that

the trend is going towards the Rosuvastatin molecule.

4. The reasons behind the change in trend towards Rosuvastatin is

that it shows superior efficacy in reducing atherogenic

lipoproteins with lower hepatic burden and muscle toxicity and

with high cost effectiveness.


Competitor Analysis.

1. Rosuvastatin Market Overview.

2. Atorvastatin Market Overview.


Rosuva 10 mg,

1,794,729Rosuva 20 mg,

1,047,444

Rosuva 5 mg,

413,703

Sales Units (stripes)

55%

13%

32%

Total Rosuvastatin Market, MAT 9/2013, Sales Units, Total M= 3,255,876 stripes.

Total Statins Market=9,363,482 stripes.

35%


Rosuva 10 mg,

54,515,268Rosuva 20 mg,

41,345,717

Rosuva 5 mg,

9,319,137

Sales Value

52%36%

9%

39%

Total Rosuvastatin Market, MAT 9/2013, Sales Value, Total M= 105,180,122 L.E.

Total Statins Market=289,664,828 L.E.


Total Rosuvastatin Market, MAT 9/2013, Sales Units, Total M= 3,255,876 stripes.

Crestor

(Astra),

2,005,740,

62%

Cholerose

(Marcryl),

473,646, 14%

Rosuvast

(Chemi),

419,951, 13%

Estero-map

(Apex),

96,744, 3%

Crestolip

(GNP), 84,288,

3%

Suvikan

(Hikma),

57,706, 2%

Deconadal

(COPAD),

47,012, 1%

Justechol

(AUG), 27,436,

1%

Advochol

(Advocure),

24,350, 1%

Merosatin

(Obour),

18,331, 0%

Rosuvastatin

(Borg), 672, 0%


Total Rosuvastatin Market, MAT 9/2013, Sales Value, Total M= 105,180,122 L.E.

Crestor

(Astra),

76,015,400,

72%

Rosuvast

(Chemi),

11,633,547,

11%

Cholerose

(Marcryl),

7,841,341, 7%

Estero-map

(Apex),

3,170,080, 3%

Crestolip

(GNP),

2,636,113, 3%

Suvikan

(Hikma),

1,563,554, 1%

Deconadal

(COPAD),

681,676, 1%

Justechol

(AUG),

521,284, 1%

Advochol

(Advocure),

608,750, 1%

Merosatin

(Obour),

494,937, 0%Rosuvastatin

(Borg), 13,440,

0%


Rosuvastatin Markets, MAT 9/2013, Sales

Growth, Total Rosuvastatin Market G%=26%Total Statin Market Growth=16%

Crestolip Cholerose Merostatin Rosuvast Suvikan Esteromap Crestor Advochol

Growth 83% 55% 37% 34% 33% 32% 21% -32%

83%

55%

37% 34% 33% 32%21%

-32%

-40%

-20%

0%

20%

40%

60%

80%

100%



Growth, Total Rosuvastatin Market G%=26%Total Statin Market Growth=16%

49%

87%

50%

84%

57%

37%

19%

30%

17%

5%

-32%

84%

53%

36% 38%

29%24%

-40%

-20%

0%

20%

40%

60%

80%

100%

Crestolip Cholerose Merostatin Rosuvast Suvikan Esteromap Crestor Advochol5 10 20 10 5 10 20 5 10 20 1010 20

33%37% 34%55%

10 20 10 20

83% 32% 21%


Rosuvastatin 10 mg market, MAT 9/2013, Sales Units, Total M= 1,794,729 stripes.

Crestor

(Astra),

1,112,911, 62%Cholerose

(Marcryl),

269,524, 15%

Rosuvast

(Chemi),

223,319, 13%

Estero-map

(Apex),

53,990, 3%

Crestolip

(GNP), 53,619,

3%

Suvikan

(Hikma),

38,013, 2%

Advochol

(Advocure),

24,350, 1%

Merosatin

(Obour),

18,331, 1%

Rosuvastatin

(Borg), 672, 0%


Rosuvastatin 10 mg market, MAT 9/2013, Sales Value, Total M= 54,515,268 L.E.

Crestor

(Astra),

39,230,114,

72%

Rosuvast

(Chemi),

5,806,294, 11%

Cholerose

(Marcryl),

4,312,384, 8%

Estero-map

(Apex),

1,673,690, 3%

Crestolip

(GNP),

1,501,360, 3%

Suvikan

(Hikma),

874,299, 1%

Advochol

(Advocure),

608,750, 1%

Merosatin

(Obour),

494,937, 1%

Rosuvastatin

(Borg), 13,440,

0%


Rosuvastatin 10 Market, MAT 9/2013, Sales

Growth, Rosuva 10 Market G%=12%

Total Rosuvastatin Market G%=26%Total Statin Market Growth=16%

Crestolip Cholerose Merostatin Suvikan Rosuvast Esteromap Crestor Advochol

Growth 83% 57% 37% 30% 19% 17% 5% -32%

83%

57%

37%30%

19% 17%5%

-32%

-40%

-20%

0%

20%

40%

60%

80%

100%


Rosuvastatin 20 mg market, MAT 9/2013, Sales Units, Total M= 1,047,444 stripes.

Crestor

(Astra),

630,307, 60%Rosuvast

(Chemi),

134,581, 13%

Cholerose

(Marcryl),

114,992, 11%

Deconadal

(COPAD),

47,012, 4%

Estero-map

(Apex),

42,754, 4%

Crestolip

(GNP), 30,669,

3%

Justechol

(AUG), 27,436,

3%

Suvikan

(Hikma),

19,693, 2%



Crestor

(Astra),

29,697,192,

72%

Rosuvast

(Chemi),

4,710,335, 11%

Cholerose

(Marcryl),

2,414,832, 6%

Estero-map

(Apex),

1,496,390, 3%

Crestolip

(GNP),

1,134,753, 3%

Suvikan

(Hikma),

689,255, 2%

Deconadal

(COPAD),

681,676, 2%Justechol

(AUG),

521,284, 1%





Crestolip Cholerose Suvikan Merostatin Rosuvast Esteromap Crestor

Growth 84% 53% 38% 37% 36% 29% 24%

84%

53%

38% 37% 36%29%

24%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%


Rosuvastatin 5 mg market, MAT 9/2013, Sales Units, Total M= 413,703 stripes.

Crestor

(Astra),

262,522, 63%

Cholerose

(Marcryl),

89,130, 22%

Rosuvast

(Chemi),

62,051, 15%



Crestor

(Astra),

7,088,094, 76%

Rosuvast

(Chemi),

1,116,918, 12%

Cholerose

(Marcryl),

1,114,125, 12%





Rosuvast Crestor Cholerose

Growth 87% 50% 49%

87%

50% 49%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Frositor 10 mg monthly cost comparison Vs. other rosuvastatins

Monthly CostPriceNo. of tabsFormCompanyName

39,0013,0010 tabs10 mgSerio1-Vastasiero

60,0020,0010 tabs10 mgBorg2-Rosuvastatin

66,0022,0010 tabs10 mgTabuk3-Frositor

68,5032,0014 tabs10 mgMarcyrl4-Cholerose*

77,0018,007 tabs10 mgAdvocure4-Advochol

84,0028,0010 tabs10 mgGNP5-Crestolip

93,0031,0010 tabs10 mgMulti-Apex6-Esteromap

98,5023,007 tabs10 mgHikma7-Suvikan

105,0035,0010 tabs10 mgAdwia8-Crestatin

115,0054,0014 tabs10 mgChemi9-Rosuvast*

115,0027,007 tabs10 mgElobour10-Merostatin

151,0035,257 tabs10 mgAstra11-crestor*


Frositor 5 mg monthly cost comparison Vs. other rosuvastatins.


38,509,007 tabs5 mgEVA1-Pentastatin

38,509,007 tabs5 mgEGPh2-Liporegistate

47,2515.7510 tabs5 mgTabuk3-Frositor

53,0025,0014 tabs5 mgMarcyrl4-Cholerose*

77,0036,0014 tabs5 mgChemi5-Rosuvast

115,0027,007 tabs5 mgAstra6-Crestor*


Rosuvastatin Market Performance Analysis

Key Factors Product

Quality

Company

image

Personal

selling

Price Service Total

Relative Weight 0.3 0.2 0.1 0.2 0.2 1

1-Astra Zeneca 5 1.5 5 1 5 0.5 1 0.2 3 0.6 3.8

2-Marcyrl 4 1.2 4 0.8 4 0.4 2 0.4 4 0.8 3.6

3-Chemi 4 1.2 3 0.6 4 0.4 2 0.4 4 0.8 3.4

4-Apex 4 1.2 3 0.6 2 0.2 2 0.4 3 0.6 3

5-GNP 3 0.9 3 0.6 2 0.2 3 0.6 4 0.8 3.1

6-Hikma 4 1.2 4 0.8 3 0.3 2 0.4 3 0.6 3.3

7-COPAD 2 0.6 1 0.2 2 0.2 2 0.4 2 0.4 1.8

8-Advocure 2 0.6 1 0.2 1 0.1 4 0.8 1 0.2 1.9

9-Elobour 2 0.6 1 0.2 1 0.1 2 0.4 1 0.2 1.5

10-Borg 3 0.9 2 0.4 1 0.1 5 1 1 0.2 2.6

Average 0.9 5.4 2.5 5 5.2 2.7


Atorvastatin

Market Analysis.


Atorva 10 mg,

2,375,097

Atorva 20 mg,

1,817,578

Atorva 40 mg,

916,059

Atorva 80 mg,

57,728

Sales units (Stripes)

46%

35%

18%

1%

Total Atorvastatin Market, MAT 9/2013, Sales Units, Total M= 5,166,462 stripes.

Total Statins Market=9,363,482 stripes.

55%


Atorva 20 mg,

64,989,706

Atorva 10 mg,

45,709,609

Atorva 40 mg,

37,815,860

Atorva 80 mg,

4,055,562

Sales value

30%

42%

25%

3%

Total Atorvastatin Market, MAT 9/2013, Sales Value, Total M= 152,570,737 L.E.

53%

Total Statins Market=289,664,828 L.E.


Total Atorvastatin Market, MAT 9/2013, Sales Units, Total M= 5,166,462 stripes.

Ator (EIPICO),

2,904,972, 56%Lipitor (Pfizer),

1,301,987, 25%

Torvast

(Egyphar),

215,902, 4%

Lipiless

(Amoun),

112,240, 2%

Atorstat

(Delta),

198,748, 4%

Lipinorm

(MUP),

192,145, 4%

Lipona

(Sedico),

160,025, 3%

Lipicole

(Pharaonia),

42,269, 1%

Sigmalip

(Sigma),

23,185, 1%

Lipomax

(Saga), 10,672,

0%

Borgastatin

(Borg), 3,432,

0%

Lipovast (Misr),

885, 0%


Total Atorvastatin Market, MAT 9/2013, Sales Value, Total M= 152,570,737 L.E.

Ator (EIPICO),

75,009,284,

49%Lipitor (Pfizer),

57,391,856,

38%

Lipona

(Sedico),

4,331,316, 3%

Torvast

(Egyphar),

4,318,040, 3%

Atorstat

(Delta),

3,610,376, 2%

Lipinorm

(MUP),

3,108,728, 2%

Lipiless

(Amoun),

2,961,311, 2%

Lipicole

(Pharaonia),

797,960, 1%

Sigmalip

(Sigma),

625,995, 0%

Lipomax

(Saga),

350,110, 0%

Borgastatin

(Borg), 61,776,

0%

Lipovast (Misr),

3,985, 0%


Atorvastatin 10 mg Market, MAT 9/2013, Sales Units, Total M= 2,375,097 stripes.

Ator (EIPICO),

1,583,892, 67%

Lipitor (Pfizer),

504,152, 21%

Lipinorm

(MUP), 73,389,

3%

Lipiless

(Amoun),

70,041, 3%

Lipona

(Sedico),

67,062, 3%

Atorstat

(Delta),

44,454, 2%

Lipicole

(Pharaonia),

23,710, 1%

Lipomax

(Saga), 4,080,

0%

Borgastatin

(Borg), 3,432,

0%

Lipovast (Misr),

885, 0%


Atorvastatin 10 mg Market, MAT 9/2013, Sales Value, Total M= 45,709,609 L.E.

Ator (EIPICO),

25,342,275,

56%

Lipitor (Pfizer),

15,124,560,

33%

Lipiless

(Amoun),

1,610,943, 4%

Lipona

(Sedico),

1,542,426, 3%

Lipinorm

(MUP),

880,668, 2%

Atorstat

(Delta),

622,356, 1%

Lipicole

(Pharaonia),

426,780, 1%

Lipomax

(Saga), 93,840,

0%

Borgastatin

(Borg), 61,776,

0%

Lipovast (Misr),

3,985, 0%


Atorvastatin 20 mg Market, MAT 9/2013, Sales Units, Total M= 1,817,578 stripes.

Ator (EIPICO),

978,159, 54%

Lipitor (Pfizer),

531,509, 29%

Lipinorm

(MUP), 96,143,

5%

Atorstat

(Delta),

83,310, 5%

Lipona

(Sedico),

63,662, 4%

Lipiless

(Amoun),

42,199, 2%

Lipicole

(Pharaonia),

18,559, 1%Lipomax

(Saga), 4,037,

0%



Ator (EIPICO),

34,235,564,

53%

Lipitor (Pfizer),

23,917,905,

37%

Lipona

(Sedico),

1,909,860, 3%

Lipinorm

(MUP),

1,730,574, 3%

Lipiless

(Amoun),

1,350,368, 2%

Atorstat

(Delta),

1,332,960, 2%

Lipicole

(Pharaonia),

371,180, 0%Lipomax

(Saga),

141,295, 0%


Atorvastatin 40 mg Market, MAT 9/2013, Sales Units, Total M= 916,059 stripes.

Ator (EIPICO),

342,921, 37%

Lipitor (Pfizer),

220,367, 24%

Torvast

(Egyphar),

215,902, 24%

Atorstat

(Delta),

59,215, 6%

Lipona

(Sedico),

29,301, 3%

Sigmalip

(Sigma),

23,185, 3%

Lipinorm

(MUP), 22,613,

3%Lipomax

(Saga), 2,555,

0%



Ator (EIPICO),

15,431,445,

41%Lipitor (Pfizer),

14,764,589,

39%

Torvast

(Egyphar),

4,318,040, 12%

Atorstat

(Delta),

1,184,300, 3%

Lipona

(Sedico),

879,030, 2%

Sigmalip

(Sigma),

625,995, 2%

Lipinorm

(MUP),

497,486, 1%Lipomax

(Saga),

114,975, 0%


Atorvastatin 80 mg Market, MAT 9/2013, Sales Units, Total M= 57,728 stripes.

Lipitor (Pfizer),

45,959, 80%

Atorstat

(Delta),

11,769, 20%



Lipitor (Pfizer),

3,584,802, 88%

Atorstat

(Delta),

470,760, 12%


Atorvastatin Markets, MAT 9/2013, Sales

Growth, Atorvastatin Market G%=12%Total Statin Market Growth=16%

Sigmalip Lipiless Lipitor Lipovast Ator Atorstat Lipona Lipinorm LipicoleBorgasta

tin

Growth 285% 31% 15% 15% 10% 9% 8% -2% -30% -53%

285%

31% 15% 15% 10% 9% 8%

-2%-30%

-53%-100%

-50%

0%

50%

100%

150%

200%

250%

300%

350%


Frositor 10 mg monthly cost comparison Vs. atorvastatin 20 mg.


60,0020,0010 tabs20 mgSigma1-Sigmalip

66,0022,0010 tabs10 mgTabuk2-Frositor 10

67,5022,5010 tabs20 mgElobour3-Torastatin

68,5016,007 tabs20 mgDelta4-Atorstate

77,0018,007 tabs20 mgMUP5-Lipinorm

87,0029,0010 tabs20 mgEgyphar6-Torvast

90,0030,0010 tabs20 mgSedico7-Lipona

105,0035,0010 tabs20 mgEIPICO8-Ator*

105,0035,0010 tabs20 mgSAGA9-Lipomax

105,0035,0010 tabs20 mgFaraonia10-Lipicole

137,0032,007 tabs20 mgAmoun11-Lipiless

192,8090,0014 tabs20 mgPfizer12-Lipitor*


Frositor 5 mg monthly cost comparison Vs. atorvastatin 10 mg.


47.2515,7510 tabs5 mgTabuk1-Frositor 5

51,0012,007 tabs10 mgMUP2-Lipinorm

54,0018,0010 tabs10 mgPharaonia3-Lipicole

54,0018,0010 tabs10 mgBorg4-Borgastatin

60,0028,0014 tabs10 mgDelta5-Atorstat

60,0014,007 tabs10 mgMisr6-Lipovast

68,5016,007 tabs10 mgEIPICO7-Ator*

69,0023,0010 tabs10 mgAmoun8-Lipiless

69,0023,0010 tabs10 mgSAGA9-Lipomax

69,0023,0010 tabs10 mgSedico10-Lipona

128,5060,0014 tabs10 mgPfizer11-Lipitor*


Atorvastatin Market Performance Analysis

Rx Choice

Drivers

Product

Quality

Company

image

Personal

selling

Price Service Total

Relative Weight 0.2 0.2 0.2 0.2 0.2 1

1-EIPICO 3 0.6 4 0.8 3 0.6 2 0.4 3 0.6 3

2-Pfizer 5 1 5 1 4 0.8 1 0.2 4 0.8 3.8

3-Sedico 2 0.4 1 0.2 1 0.2 3 0.6 1 0.2 1.6

4-Egyphar 2 0.4 1 0.2 2 0.4 3 0.6 1 0.2 1.8

5-Delta 2 0.4 2 0.4 3 0.6 4 0.8 2 0.4 2.6

6-MUP 2 0.4 2 0.4 3 0.6 4 0.8 3 0.6 2.8

7-Amoun 4 0.8 3 0.6 3 0.6 2 0.4 2 0.4 2.8

8-Pharaonia 2 0.4 2 0.4 2 0.4 2 0.4 1 0.2 1.8

9-Sigma 2 0.4 3 0.6 2 0.4 5 1 2 0.4 2.8

10-Misr 1 0.2 1 0.2 1 0.2 4 0.8 1 0.2 1.6

Average 5 4.8 4.8 6 4 2.4


Company Rank Sales L.E. G % MS%

EIPICO

(Ator)

5 1,249,095,441 16.7% 4.9%

4 of 132 83,292,746 15.6% 6.7%

Pfizer

(Lipitor)

7 821,015,221 8.5% 3.2%

4 of 101 53,773,730 9.5% 6.5%

Hikma

(Suvikan)

14 446,126,649 27.4% 1.8%

28 of 128 3,351,553 95% 0.8%

Marcyrl

(Cholerose)

15 438,984,908 32% 1.7%

11 of 82 10,701,223 39.4% 2.4%

Global Napi

(Crestolip)

16 431,996,366 25.3% 1.7%

15 of 112 6,869,148 120% 1.6%

Astra Zeneca

(Crestor)

17 402,524,660 22.7% 1.6%

1 of 37 85,613,717 17.7% 21.3%

Multiapex

(Esteromap)

19 383,195,894 13% 1.5%

28 of 72 4,759,632 56% 1.2%

Chemi.

(Rosuvast)

28 213,544,865 8.6% 0.8%

6 of 72 9,636,387 -14% 4.5%

IMS D

ata

, Y

TD 1

1/2

014


Frositor expected performance, key

issues and strategic imperatives

Rx Choice Drivers

(Key Success Factor)Relative

weightCurrent Situation

Strategic

Imperatives

1-Product quality 0.2 3 0.6 3 0.6

2-Company’s image 0.2 1 0.2 3 0.6

3-Personal selling 0.2 2 0.4 4 0.8

4-Price 0.2 4 0.8 5 1

5-Service 0.2 1 0.2 3 0.6

Total 2.2 3.6Frositor Launch Readiness Review, Feb 2015, Confidential.


Guidelines.


Standard doses of statins

Implications of Recent Clinical Trials for NCEP ATP 3 , Circulation Journal of the American heart association, 2004, 110:227-239


ATP III Classification of Cholesterol

Concentrations

Lipoprotein Concentration (mg/dL) Interpretation

TC< 200

200-239

≥240

Desirable

Borderline high

High

LDL-c

<100

100-129

130-159

160-189

≥190

Optimal

Near/above optimal

Borderline high

High

Very high

HDL-c<40

≥60

Low

High

TG

<150

150-199

200-499

≥500

Normal

Borderline high

High

Very high


Risk categories and LDL goals according

to the NCEP ATP 3 guidelines

Implications of Recent Clinical Trials for NCEP ATP 3 , Circulation Journal of the American heart association, 2004, 110:227-239


Rosuvastatin

Efficacy Overview.


Relationship Between Changes in

LDL-C and HDL-C Levels and CHD Risk

1.Grundy SM et al. Circulation. 2004; 110: 227–39.2.Gordon DJ, Probstfield JL, Garrison JD et al. Circulation 1989; 79: 8-15.3.Boden W. American Journal of Cardiology 2000; 86 (suppl): 19L-22L.4.Manninen V, Elo O, Frick MH et al. JAMA 1988; 260:641-651.5.Rubins HB, Robins S, Collins D et al. N Engl J Med 1999; 341:410-418

1% decrease

in LDL-C reduces

CHD risk by

1%1

1% change

in HDL-C associated

with 1-3% reduction

in CHD risk2-5


Rosuvastatin versus Comparators: LDL-C

Efficacy at 10mg Dose (The STELLAR Study).

Change in LDL-C from baseline (%)

0 –10 –20 –30 –40 –50 –60

10mg*

–5 –15 –25 –35 –45 –55

20mg†

40mg‡

10mg

20mg

80mg

10mg

20mg

40mg

80mg

10mg

20mg

40mg Rosuvastatin 10 mg (–46%)

Rosuvastatin

Atorvastatin

Simvastatin

Pravastatin

40mg

*p<0.002 vs atorvastatin 10 mg; simvastatin 10, 20, 40 mg; pravastatin 10, 20, 40 mg†p<0.002 vs atorvastatin 20, 40 mg; simvastatin 20, 40, 80 mg; pravastatin 20, 40 mg‡p<0.002 vs atorvastatin 40 mg; simvastatin 40, 80 mg; pravastatin 40 mgAdapted from Jones PH et al. Am J Cardiol 2003;92:152–160


Jones PH et al. Am J Cardiol 2003;92:152–160. Jukema J et al. Curr Med Res 2005 in press Wolffenbuttel et al. Journal of Internal Medicine 2005; 257: 531-539Clearfield M et al. Atherosclerosis Supplements 2005;6(1)104 Abs W16-P-014Schuster H et al. Am Heart J 2004;147:705–712.

*p<0.05, **p<0.001 vs. atorvastatin 20 mg

Rosuvastatin 10 mg

atorvastatin 20 mg

-50

-40

-30

-20

-10

0

-60

6 weeks

STELLARJones

ns

-46%-43%

*

-44%

-38%

RADARJukema

n=156 n=155 n=230 n=231

-46%

-41%

*

CORALLWolffenbuttel

n=131 n=132

MERCURY ISchuster

**

-47%-44%

8 weeks

n=539 n=925

Ch

an

ge in

LD

L-C

from

b

aselin

e (

%)

-45%-43%

*

PULSARClearfield

n=493 n=481

Rosuvastatin 10 mg reduces LDL-C more than

atorvastatin 20 mg

n=156 n=155 n=230 n=231 n=131


-50

-40

-30

-20

-10

-60

Ch

an

ge in

LD

L-C

from

b

aselin

e (

%)

Change in LDL-C levels with increasing dose of

each statin Results from the whole population

VOYAGER individual patient data meta-analysis

*p<0.001 rosuvastatin 10 mg vs atorvastatin 10 mg and 20 mg; simvastatin 10 mg, 20 mg and 40 mg

†p<0.001 rosuvastatin 20 mg vs atorvastatin 20 mg and 40 mg; simvastatin 20 mg ,40 mg and 80mg

‡p<0.001 rosuvastatin 40 mg vs atorvastatin 40 mg and 80 mg; simvastatin 40 mg and 80 mg#p<0.05 atorvastatin 20 mg vs rosuvastatin 5 mg##p<0.05 atorvastatin 80mg vs rosuvastatin 5mg and 10mg

5 8040201010 20 40 80402010

-44*

(n=11690)

-39(n=670)

-50†

(n=3554)

-55‡

(n=2983)

-50##

(n=2072)

-36(n= 7837)

-41#

(n=3908)

-46(n=1324)

-27(n=365)

-33(n=2929)

-39(n=548)

-45 (n=479)

RosuvastatinAtorvastatin

Simvastatin


Rosuvastatin versus other statins, Achievement of

LDL-C Goals Across Dose RangePatients achieving 2003 European LDL-C goals‡

Kritharides L. Eur Heart J Suppl 2004;6(Suppl A):A12-A18

*p<0.002 vs atorvastatin 10 mg; simvastatin 10, 20, 40 mg; pravastatin 10, 20, 40 mg†p<0.002 vs atorvastatin 20 mg; simvastatin 20, 40 mg; pravastatin 20, 40 mg#p<0.002 vs atorvastatin 40 mg; simvastatin 40, 80 mg; pravastatin 40 mg

Pati

en

ts a

ch

ievin

g 2

00

3Eu

ro

pean

LD

L-C

go

als

(%

)

‡LDL-C <3mmol/l (115mg/dl) in general; <2.5mmol/l (97mg/dl) for patients with clinically established CVD or type 2 diabetes

Rosuvastatin

79%

52%

26%

3%

92%

68%

46%

12%

91%

80%

63%

22%

81%

77%

0

20

40

60

80

100

*

†#

Atorvastatin

Pravastatin

Simvastatin

n=156n=160n=157

10mg 20mg 40mg

n=158 n=155n=156n=165

10mg 20mg

n=165 n=162 n=158n=163

10mg 20mg 40mg 80mg40mg 80mg

n=160n=164

20mg 40mg10mg

n=161


Jones PH et al. Am J Cardiol 2003;92:152–160

0

20

40

60

80

100

n=156n=160 n=157

10mg 20mg 40mg

n=158 n=155n=156 n=165

10mg 20mg

n=165n=162 n=158n=163

10mg 20mg 40mg 80mg40mg 80mg

n=160n=164

20mg 40mg10mg

n=161

82%

89%89%

69%

75%

85%82%

51%

63%66%

82%

31%

44%

55%

*

† ‡

*p<0.002 vs. simvastatin 10 mg and 20 mg; pravastatin 10 mg, 20 mg and 40 mg†p<0.002 vs. atorvastatin 20 mg, simvastatin 20mg and 40 mg; pravastatin 20 mg and 40 mg‡p<0.002 vs. simvastatin 40 mg and pravastatin 40 mg

Pati

en

ts a

ch

ievin

g t

heir

NC

EP

A

TP

III L

DL-C

go

als

(%

)

#LDL-C goal <100mg/dl for high-risk; <130 for medium risk & <160 for low-risk patients


Pravastatin

Simvastatin

Rosuvastatin versus other statins, Achievement of

LDL-C Goals Across Dose RangePatients achieving NCEP ATP III LDL-C goals#


Rosuvastatin versus other statins - change in

HDL-C (The STELLAR Study)

*p<0.002 vs pravastatin 10 mg†p<0.002 vs atorvastatin 20, 40, 80 mg; simvastatin 40 mg; pravastatin 20, 40 mg‡p<0.002 vs atorvastatin 40, 80 mg; simvastatin 40 mg; pravastatin 40 mgObserved data in ITT populationAdapted from Jones PH et al. Am J Cardiol 2003;92:152–160

10 20 40

3.2

4.4

5.6

10 20 40 80 10 20 40 0

2

4

6

8

10

12

5.7

4.84.4

2.1

*7.7

†9.5

‡9.6

10 20 40 80

5.3

6.0

5.2

6.8

Dose (mg)


Pravastatin

Simvastatin

Ch

an

ge in

HD

L-C

from

b

aseli

ne (

%)


0.0

0.5

1.0

1.5

2.0

2.5

3.0

20 30 40 50 60 70

LDL-C reduction (%)

Fluvastatin (20, 40, 80 mg)

Rosuvastatin (5, 10, 20, 40 mg)

Lovastatin (20, 40, 80 mg)

Atorvastatin (10, 20, 40, 80 mg)

Simvastatin (40, 80 mg)

ALT >3 × ULN: Frequency by LDL-C reduction1,2

Occu

rren

ce o

f A

LT >

3×

ULN

(%

)

Persistent elevation is elevation to >3 x ULN on 2 successive occasions1. Brewer H Am J Cardiol 2003;92(Suppl):23K–29K2. Davidson M Exp Opin Drug Saf 2004;3 (6):547-557

Rosuvastatin Safety; Liver effect


0.0

0.5

1.0

1.5

2.0

2.5

3.0

20 30 40 50 60 70

LDL-C reduction (%)

Occu

rren

ce o

f C

K >

10

×U

LN

(%

)

Cerivastatin (0.2, 0.3, 0.4, 0.8 mg)

Rosuvastatin (5, 10, 20, 40 mg)

Pravastatin (20, 40 mg)

Atorvastatin (10, 20, 40, 80 mg)

Simvastatin (40, 80 mg)

1.Brewer H Am J Cardiol 2003;92(Suppl):23K–29K2.Davidson M Exp Opin Drug Saf 2004;3 (6):547-557

Rosuvastatin Safety; Muscle effect

CK >10 x ULN: Frequency by LDL-C Reduction1,2


66

67

68

7070

71

67

63

64

65

66

67

68

69

70

71

72

Baseline GFR

On-treatment

GFRCh

an

ge in

GFR

(m

L/

min

/1

.73

m2)

Rosuvastatin 10 mg

Rosuvastatin 20 mg

Rosuvastatin 40 mg

Placebo

6464

68

64

69

Baseline GFR

On-treatment

GFR

Short-term controlled clinical trials (~8 weeks)

Long-term open label treatment (>96 weeks)

n=2909 (10 mg)

n=371 (placebo)

n=1432 (20 mg)

n=2107 (40 mg)

n=893 (10 mg)

n=119 (20 mg)

n=109 (40 mg)

Change in GFR (Glomerular Filtration Rate) in patients receiving placebo or rosuvastatin in short-term controlled clinical trials and long-term open-label treatment1

p<0.001 for rosuvastatin 10 mg, 20 mg and 40 mg vs baseline for both short and long-term treatment

Rosuvastatin safety; Renal effects -

controlled clinical trials Maintenance of Renal Function

Rosuvastatin 5 mg

n=637 (5 mg)

65

n=263 (5 mg)

1. Vidt DG et al. Cardiology 2004;102:52-60


0

1

2

3

4

5

6

Age, years Gender Hypertension GFR‡ Type 2diabetes

Urine dipstickprotein†

Mean

ch

an

ge in

GFR

(m

l/m

in/

1.7

3m

2)

<65 >65 M F Y N Y N -ve +ve>60 <60

‡ ml/min/1.73m2

† negative is ‘none or trace’ positive is >1+ at baseline

Rosuvastatin Tolerability and Safety –

Maintenance of Renal Function in Different Patient

Groups

Change in GFR in patients receiving long-term (>96 weeks) with rosuvastatin 10 mg

Vidt DG et al. Cardiology 2004;102:52-60

n=

65

0

n=

24

3

n=

41

3

n=

48

0

n=

35

6

n=

53

7

n=

59

0

n=

30

3

n=

61

n=

83

2

n=

83

6

n=

46


Objectives.


Objectives

A-Quantitative Short Term Objectives:

1-Achieving the value of 1,107,000 L.E. distributed as follow:

2-Achieving 2.5% market share for Frositor 10 mg and 6% market

share for Frositor 5 mg.

Product Units Value

Frositor 10 mg 10 tabs 45,000 792,000

Frositor 5 mg 10 tabs 25,000 315,000


Year 2015 2016 2017 2018

Rosuva 10 1,794,729 2,010,096 2,271,408 2,589,405

Growth 12% 12% 13% 14%

Frositor 10 45,000 160,000 280,000 385,000

Growth ...... 255%* 75% 37.5%

Market Share 2.5% 7.9% 12.3% 15%

ObjectivesFrositor 10 mg Long Term Quantitative Objectives

1) 2.5% market share by the end of 2015 will enable Frositor 10 mg to

get ahead of Suvikan (Hikma).


get ahead Of Crestolip (GNP) and Estero-map (Apex).

3) 12.3% MS. by 2017 will reach Rosuvast (Chemi).4) 15% MS. by 2018 will get ahead to Rosuvast (Chemi) and reach

Cholerose (Marcyrl).


Year 2015 2016 2017 2018

Rosuva. 5 413,703 537,813 672,266 806,719

Growth 54% 30% 25% 20%

Frositor 5 25,000 60,000 85,000 120,000

Growth ...... 140% 41% 41%

Market Share 6% 11% 12.6%% 14.8%

ObjectivesFrositor 5 mg Long Term Quantitative Objectives

1) By further introduction of new product within the Rosuva 5 mg

market, Rosuvast and Cholerose will lose 5% market share of each.


get ahead of Rosuvast (Chemi).

3) 14.8% market share by the end of 2018 will enable Frositor 5 mg to get Reach Cholerose (Marcyrl).


Objectives

B-Qualitative Objectives:

1-Communicating Tabuk’s value (Company’s Image) which is

supplying the Egyptian market with high quality products

(Product Quality) that match the quality of the originals with

much more affordable prices (Price) throughout the CVS market.

2-Communicating Tabuk with customers as a reliable business

partner (Service).

3-The quality of the MR., Promotional materials, training and the

promotional message (Personal Selling).


Key Issues and

Strategic Imperatives.


SWOT Analysis

Strengths:

1. Rosuvastatin is the latest statin with the most aggressive LDL

reduction.

2. The new line enables more focus.

3. Frositor price.

4. Frositor 20% discount.

Weaknesses:

1. Tabuk is not known to the cardio. Segment.

2. The lack of bioequivalence study.

3. No Frositor 20 mg form.

4. Cairo region contributes to 58% of the statins market

prescriptions.

5. Line readiness and high number of vacancies.


SWOT AnalysisOpportunities:

1. The total statins market grow by 16%.

2. The Rosuvastatin market grow by 26%.

3. The huge market size of Atorvastatin 10 mg along with the

superior effect of Rosuva 5 mg.

4. The huge Market size of Atorva 20 mg along with the superior effect of Rosuva 10 mg.

5. A huge opportunity to own the cost leadership over the

rosuvastatin and atorvastatin market as well.

Threats:

1. The Rosuvastatin 20 mg grows by 32% which is an evidence for a

growing trend towards the aggressive treatment.

2. The availability of Frositor at the distributers and the most

important pharmacies.

3. The local manufacture of Frositor compromises it’s quality.


Key Issues and Strategic Imperatives

Key Issues Strategic Imperative

1-Product Availability at the distributers

and their branches in adequate quantities

before the launch phase.

1- Availability2-Product availability at the most

important, potential and famous

pharmacies and pharmacy chains before

the launch phase.

3-Customer selection, targeting and

customer base data availability at the pre-

launch phase of Frositor and for Foxime

business as well.




1-Tabuk’s reputation and products quality is

not known or communicated at the CVS

market specially with the cardiologist and it

can not be compensated with the GPs or

IM specialties.

2-Quality2-The quality of the field force including

their knowledge, skills, readiness and the

image they will reflect.

3-The quality of the promotional materials,

branded gimmicks and services that will

eventually reflect Tabuk’s quality.




1-Rosuvastatin 5 mg market size is 9,319,137

Mio which contributes only to 3% of the

total statins market and it’s positioning as a

maintenance dose is small.

3-Focus2-Rosuvastatin 10 mg market size is

54,515,268 Mio which contributes to 19% of

the total statins market.

This market is very competitive in recruiting

new patients and it is even much more

harder due to the lack of Frositor 20 mg*

form.




1-The monthly cost of both Frositor 5 and 10

mg are much more affordable than other

players within the Rosuvastatin 5 and 10 mg

or the Atorvastatin 10 and 20 mg market

but we still have to secure a longer period

of treatment for the patients with cheaper

price to guarantee the cost leadership. 4-Cost

Leadership2-With more cheaper prices, we might get

perceived as a low quality products by the

customers.

3-The customers may perceive Frositor cost

leadership only for Rosuvastatin market but

not for the other statins.


Strategic Imperatives

and Tactics.


(SI-1) Availability

Key Issues Tactics

1-Product Availability at

the distributers and their

branches in adequate

quantities before the

launch phase.

1-Upon communication and agreement, Dr

Wael Abbas ‘National Sales and Tender

Manager’ is responsible for Filling the pipelines.

2-Series of casual meetings will be executed for

telesales at every branch of our most distributers

UCP and overseas at the first week of the launch

phase and last for a whole week.

2-Product availability at

the most important,

potential and famous

pharmacies and

pharmacy chains before

the launch phase.

1-Dr Wael Abbas is responsible for gathering

data about the most potential pharmacies

according to their statin consumption

throughout distributer’s branches.

2-The availability of Frositor 5 and 10 mg at those

pharmacies is crucial and special bonuses

should be available for them.


(SI-1) Availability

Key Issues Tactics

3-Customer selection,

targeting and customer base

data availability at the pre-

launch phase of Frositor and

for Foxime business as well.

1-A list of the cardiologists, diabetologists,

GPs, IM, hospitals and contracts with their

potentials are acquired by Dr Mohamed

Abdel Razek “Product Manager” through

Eslam Shahin “Senior MR Triaxone Line” and

Sarah Magdy “Senior MR Foxime Hospital

Line”.

2-Frositor List preparation and integration

should be fulfilled before the kick off and

after the Frositor line has started.

3-Brand adoption session will be given to

the FF for optimum stakeholder

management.


(SI-2) Quality

Key Issues Tactics

1-Tabuk’s reputation and products

quality is not known or

communicated at the CVS market

specially with the cardiologist and

it can not be compensated with

the GPs or IM specialties.

1-A small presentation of 3 to 4 slides

max about Tabuk structure, global

business and global business partners.

2-The partnership between Tabuk and

Pfizer KSA is a good material to

emphasize Tabuk’s quality.

2-The quality of the field force

including their knowledge, skills,

readiness and the image they will

reflect.

1-Aggressive training.

2-Competitive intelligence workshops.

3-Advanced selling skills and

presentation skills training.

3-The quality of the promotional

materials, branded gimmicks and

services that will eventually reflect

Tabuk’s quality.

1-Decrease the vulnerable materials

(Block notes) and increase the high

quality durable brand reminders.


(SI-3) FocusKey Issues Tactics

1-Rosuvastatin 5 mg market

size is 9,319,137 Mio which

contributes only to 3% of the

total statins market and it’s

positioning as a maintenance

dose is small.

1-Extend the competition for Frositor 5 mg

(-39% LDL) to the Atorvastatin 10 mg

market (-36% LDL) to increase the market

size (55,028,746 Mio) according to market

trend and product qualifications and it’s

limited to Ator 10 (EIPICO) and Lipitor 10

(Pfizer) as they both contribute to 89% of

Atorva. 10 market.

2-Extend the competition for Frositor 10 mg

(-46% LDL) to the Atorvastatin 20 mg (-43%

LDL) to increase the market size to

(119,504,974 Mio) according to the market

trend and product qualifications and it’s

limited to Ator and Lipitor 20 as they

contribute to 90% of this market.

3-Special focus for Cairo region with tools,

samples, services and field visits as it

contributes to 58% of the total statins

market prescriptions.

2-Rosuvastatin 10 mg market

size is 54,515,268 Mio which

contributes to 19% of the total

statins market.

This market is very competitive

in recruiting new patients and

it is even much more harder

due to the lack of Frositor 20

mg* form.


Company Rank Sales L.E. G % MS%

EIPICO

(Ator)

5 1,249,095,441 16.7% 4.9%

4 of 132 83,292,746 15.6% 6.7%

Pfizer

(Lipitor)

7 821,015,221 8.5% 3.2%

4 of 101 53,773,730 9.5% 6.5%

Hikma

(Suvikan)

14 446,126,649 27.4% 1.8%

28 of 128 3,351,553 95% 0.8%

Marcyrl

(Cholerose)

15 438,984,908 32% 1.7%

11 of 82 10,701,223 39.4% 2.4%

Global Napi

(Crestolip)

16 431,996,366 25.3% 1.7%

15 of 112 6,869,148 120% 1.6%

Astra Zeneca

(Crestor)

17 402,524,660 22.7% 1.6%

1 of 37 85,613,717 17.7% 21.3%

Multiapex

(Esteromap)

19 383,195,894 13% 1.5%

28 of 72 4,759,632 56% 1.2%

Chemi.

(Rosuvast)

28 213,544,865 8.6% 0.8%

6 of 72 9,636,387 -14% 4.5%

IMS D

ata

, Y

TD 1

1/2

014


(SI-4) Cost Leadership

Key Issues Tactics

1-The monthly cost of both Frositor 5

and 10 mg are much more

affordable than other players within

the Rosuvastatin 5 and 10 mg or the

Atorvastatin 10 and 20 mg market

but we still have to secure a longer

period of treatment for the patients

with cheaper price to guarantee the

cost leadership.

1-Promoting Tabuk’s value which is

supplying the Egyptian market with

high quality products with much

more affordable prices in a patient

centric way.

2-Executing Tabuk's patient centricity

to own the cost leadership through:

A-Free lipid profile analysis to reduce

the cost for the patients.

B-Helping patients to secure a longer

period of treatment by offering a

free box for every 3 boxes (monthly

consumption) to reduce the cost.

2-With more cheaper prices, we

might get perceived as a low quality

products by the customers.

3-The customers may perceive

Frositor cost leadership only for

Rosuvastatin market but not for the

other statins.


Positioning.


Positioning

Frositor 10 mg

Is a high quality rosuvastatin 10 mg and the initial dose for treatment

of hyperlipidemia and mixed dyslipidemia in:

1-patients with coronary heart disease (CHD) or CHD risk equivalent (type 2 diabetes)

2-Patients without clinically evident (CHD) but with an increased risk

of CVD based on age more than 50 in men and 60 in women,

hypertension, low HDL, smoking and family history of premature

CHD.

and is responsible for a higher number of patients achieving their

LDL goals more than atorvastatin 20 mg with much more affordable

price than Atorvastatin 20 and other rosuvastatins 10 mg.


Frositor 5 mg

Is a high quality rosuvastatin 5 mg

1-maintenance dose for patients previously treated with rosuvastatin

10 mg to keep their LDL low.

2-The initial dose for patients with hyperlipidemia and mixed

dyslipidemia in combination with cyclosporine or gemfibrozil and in

patients with severe renal impairment.

3-The initial dose for Diabetic patients with normal to border line LDL.

Positioning


Target Segments.


Total Statins Market Rx, Quarter 1/2012,

Total Market = 279,803 Rx.

Market

SegmentsI.M Cardio. G.P. Neuro. Total

1-Atorvastatin 83,589 48,641 30,191 0,870163,291

58%

2-Rosuvastatin 28,468 25,558 21,934 2,01677,976

28%

3-Simvastatin 13,580 6,483 3,898 ......23,961

9%

4-Fluvastatin 4,068 3,750 1,320 ......9,138

3%

5-Pravastatin 2,993 1,124 1,320 ......5,437

2%

Total Statins

Market

132,698

47%

85,556

31%

58,663

21%

2,886

1% 279,803




Market

SegmentsCairo Delta Alex Upper Total

1-Atorvastatin 106,520 27,137 23,609 4,914163,291

58%

2-Rosuvastatin 41,537 11,949 11,346 17,04877,976

28%

3-Simvastatin 11,566 5,927 2,512 2,64423,961

9%

4-Fluvastatin 2,690 1,449 3,029 1,9619,138

3%

5-Pravastatin ...... 3,862 0.255 1,3205,437

2%

Total Statins

Market

163,313

58%

50,324

20%

40,751

15%

27,887

7% 279,803




Atorva 10 mg,

70,517, 26%

Atorva 20 mg,

60,761, 22%

Rosuva 10 mg,

41,101, 15%

Rosuva 20 mg,

25,724, 10%

Atorva 40 mg,

20,272, 8%

Atorva 80 mg,

10,413, 4%

Simva 20 mg,

9,244, 3%

Rosuva 5 mg,

9,164, 3%

Fluvastatin,

9,138, 3%

Somva 40 mg,

8,779, 3%

Pravastatin,

5,437, 2%

Simva 10 mg,

3,677, 1%


Frositor Customer BaseSpecialty Products

Drs.

No.

MR

No.Total Wt.

1-GPs*1-Foxime IM & 0.5

2-Frositor30 + 45 1,350 27%

2-IM

Hepatology Foxime IM 5 45 225 5%

Diabetology*1-Frositor

2-Foxime IM10 + 45 450 9%

Cardiology1-Frositor

2-Foxime IM5 45 225 5%

3-Cardio* Frositor 10 + 45 450 9%

4-Chest Foxime IM & 0.5 10 45 450 9%

5-Ped* Foxime IM & 0.5 20 ± 45 900 18%

6-Gyn Foxime IV 10 45 450 9%

7-Surg Foxime IV 10 45 450 9%

Total 110 45 4,950 100%


Direct Promotional

Expenses (DPE).


April

5%

May

7%

June

10%

July

11%

Aug

12%

Sept

13%

Oct

13.5%

Nov

14%

Dec

14.5%

Total

Cairo

40%900 1,260 1,800 1,980 2,160 2,340 2,430 2,520 2,610 18,000

Alex

25%563 787 1,125 1,238 1,350 1,462 1,519 1,575 1,631 11,250

Delta

25%563 787 1,125 1,238 1,350 1,462 1,519 1,575 1,631 11,250

Upper

10%225 315 450 495 540 585 608 630 652 4,500

Total 2,251 3,149 4,500 4,951 5,400 5,849 6,076 6,300 6,524 45,000

Frositor 10 mg Target Phasing


Frositor 5 mg Target Phasing

April

5%

May

7%

June

10%

July

11%

Aug

12%

Sept

13%

Oct

13.5%

Nov

14%

Dec

14.5%

Total

Cairo

40%500 700 1,000 1,100 1,200 1,300 1,350 1,400 1,450 10,000

Alex

25%312 438 625 687 750 813 843 875 907 6,250

Delta

25%312 438 625 687 750 813 843 875 907 6,250

Upper

10%125 175 250 275 300 325 338 350 362 2,500

Total 1,249 1,751 2,500 2,749 3,000 3,251 3,374 3,500 3,626 25,000


Budget OutlineItems Total Cost

1-Training. 30,000

2-Stand alone. 80,000

3-AV actions. 156,600

4-Free lipid profile vouchers. 75,000

5-Blood lipids equipment. 20,000

6-Printed Campaign. 60,000

7-Branded Gifts. 80,000

8-JAAC Cover. 10,000

9-Registrations. 40,000

10-Scientific Requests. 30,000

Total 581,600


Budget Outline

1,107,000

3,572,000

5,999,000

8,288,000

581,600500,000 600,000 700,000

2015 2016 2017 2018

Target Budget

Year Target Value G % Budget Contr. %

2015 1,107,000 L.E. ...... 581,600 L.E. 52.5%

2016 3,572,000 L.E. 222% 500,000 L.E. 13.9%

2017 5,999,000 L.E. 70% 600,000 L.E. 10%

2018 8,288,000 L.E. 38% 700,000 L.E. 8.4%

Total 18,966,000 L.E. 2,381,600 L.E. 12.5%


Area Budget...

TotalCost per

AV

No. of AV

actions

No of Med

Reps.

Target

Cont%

10,800200541840%Cairo

6,000200301025%Alex

6,000200301025%Delta

4,20020021710%Upper

27,00020013545100%Total

AV actions for GOs.

135 AV * 10 Drs. Per each=1,350 Drs.

Target segments:

Junior Cardio. and IM at the governmental hospitals.


Area Budget... AV for NGOs and Private Customers

135 AV* 6 Drs. Per each=810 Drs.

Target segments:

1-Junior Cardio.

2-High potential GPs and IM.3-ICU and CCU.

TotalCost per

AV

No. of AV

actions

No of Med

Reps.

Target

Cont%

51,840960541840%Cairo

28,800960301025%Alex

28,800960301025%Delta

20,16096021710%Upper

129,60096013545100%Total

Thank You

2/17/2015All copyrights are reserved for Tabuk-Egypt

Frositor Marketing Plan 2015

Documents

Transcript of Frositor Marketing Plan 2015