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• Lokesh patil (22)• Madhura jagtap (10)• Animesh Amal (01) • Vishal mehta (16)• Khushbu Mascarenhas (13)
Executive Summary
Brand name is Esoz 20 Molecule - Esomeprazole
Tablet – 20 mg tablet
Target Doctors - CP, GP, Gastro, Sur, Gynaec
Total market for Esomeprazole is Rs 102.23 cr
Market growth – 23.14%
Disease & Market definition
1. Gastro esophageal reflux disease: ( GERD) • It is a chronic symptom of mucosal damage caused by
stomach acid coming up from the stomach into the esophagus tube.
2. Heart burn: • It is a painful burning feeling in the chest or throat. It happens
when stomach acid backs up into esophagus tube that carries food from mouth to stomach.
3. Dyspepsia:• Means indigestion
Epidemiology Trigger factors:
1. Age- Most of the studies have included population above the age of 18 years or older who is affecting from this disease.
2. Dietary Factors- spicy, fried or food prepared outside the home contributed insignificantly to worsening of symptoms.
3. NSAIDs- same drugs like aspirin ( increase acid secretions)
4. Helicobacter Pylori infection: (Responsible for ulcer)• It is a gram negative bacterium found in stomach.• present in patients with chronic gastritis and gastric ulcers, conditions.
Esomeprazole Profile
1. Indication: GERD Healing of Erosive Esophagitis Maintenance of Erosive Esophagitis Peptic Ulcer disease Risk reduction of NSAID- Associated Gastic Ulcers Acid Peptic Disorders
Mechanism of Acid Secretion
Proton pump is a catalytic enzyme.
Present in the parietal cells.
Histamine, Acetylcholine and Gastrin are the three important stimuli for acid secretion.
Final step in acid production in activation of proton pump.
Mechanism of Action- PPI inhibitorsAcetylcholine, gastrin and histamine can increase the acid
production with increasing the activity of proton pump.
PPI blocks the final step of acid production.
Therefore reduce the acidity of the stomach contents leaking into the esophagus, which reduces the incidence
of heartburn.
Dosage and Administration
Indication Dose (mg) Duration
Healing of erosive esophagitis 20-40 4-8 Weeks
Symptomatic relief of GERD 20 4 Weeks
To prevent replace of GERD 20 Once daily for up to 6 months
For eradication of H.pylori infection
40 Once daily for up to 10 months
Esomeprazole Profile
Side effect: • Headache• Flatulence (gas)• Nausea• Dry mouth/ Diarrhoea
Precautions:• Efficacy and safety in pediatric patents and in pregnant women and
nursing mother have not been established
SWOT Analysis
STRENGTHS AND WEAKNESSES
• Management of multiple indications• Fixed dose combination• Company with well trained
workforce
• Late entrance.• Can’t be given in pregnancy &
Lactating females• Issue in paediatric patients (use
only in above 12 yr age)
OPPORTUNITIES AND THREATS
• Growing therapeutic segment.• Increase patients• High market value (102 cr)
• High competitors.• New combinations for
indications.
Key issues
• contraindicated in patients with known hypersensitivity to any component of the formulation or to substituted benzimidazoles.
• contraindicated in patients with a known hypersensitivity to any macrolide antibiotic.
• should be taken at least one hour before meals.
• serious side effects, including: symptoms of a low magnesium blood level
04/21/2023 12
Market analysis
Competitive Analysis
1) In Terms of Molecules / All PPI: • PH maintaining Time period
Median PH>4 Time period (Hrs)
Esomeprazole 16.7 hrs
Lansoprazole 12.7 hrs
Rabeprazole 10.8 hrs
Pnatorazole 10.5 hrs
Omeprazole 10.4 hrs
Competitive Analysis
2) In Terms of Market:• Indian Pharmaceutical Market: 72.760 Crs• Growing at Rate: 10.5%
• Value of Gastro Intestinal market is 7613Crs.
• Gastro is on 3rd position in terms of value.
• Growth is 7.3% annually.
• Total Esomeprazole market is growing with 23.14%
annually.
• Esomeprazole-20 mg market is growing with 13.85%
annually.
Competitive Analysis
• Major players in Esomeprazole Market:
COMPANIES M.S.
TORRENT 34.4
ASTRAZENECA 26.2
SUN PHARMACEUTICAL 15.2
RANBAXY LABORATORIES 9.5
CIPLA 2.0
MICRO LABS 1.1
ALKEM 1.0
ABBOTT HEALTHCARE 0.1
• Major players in Esomeprazole 20mg Tab Market:
Companies M.S.
TORRENT 33.93
ASTRAZENECA 21.03
SUN PHARMACEUTICAL 13.68
RANBAXY LABORATORIES 8.57
Alkem 4.67
Esomeprazole 5C’s insights
• Doctors & chemists are over crowded by large no. of drugs and diff. prices.
• Doctors knows importantance of PPI
• MR focus on chemist concurrently with launch
Target to special class, special cases because of its feature.
There are some old established brands which sticks to the patient mind.
patients need effective solutions
Weekly feedback collection
Sales/ MS to be measured each quarter, then monthly 2013.
Analyze competitor activity and market
Most effective
Safe
Higher availability
Immediate acting PPI
Highest healing rate 94.1%
Distributors play a major role in the availability.
Shortage can affect sales negatively.
Bonus strategy.
MR rewarding system.
customer consumer competition compound channels
Vision & values
To emerge as a leading integrated research – based global pharmaceutical compan
AchievementWe value achievement of objectives and consistently strive towards our Vision, with perseverance.
Respect
We respect all our stakeholders.
Knowledge
We value knowledge such that it empowers our people to find innovative solutions to manage change
Division
It is a multi-specialty division. Its focus areas encompass internal medicine‚ pediatrics, orthopedics and surgeons.
Product ListsCough ManagementAnti-InfectivesStomatologicalsProkinetic / Anti-NauseantsAnti-UlcerantsAnti-ProtozoalPain ManagementMucolyticNutraceuticalsPeripheral Arterial Diseases
Esomeprazole
Critical Success Factor
• Glenmark is ranked among the Top 5 Fastest Growing Generics Companies in the world.
• Huge customer base.• Cost Efficiencies to result into optimum prices to
the customers and better margin.• Understanding the Competition.• Duration of action.
Key Performance Indicators
• Target market coverage.• Market share.• No. of new prescriptions.• Conversion rate.
04/21/2023 21
04/21/2023 22
BRAND STRATEGY
Brand Name
Esoz 20 Esomeprazole magnesium 20 mg Tabs with Buffer
Glenmark pharma present…..
Objective: Short Term And Long Term
• To achieve 2.5 Cr in the year of launch with 1.5% market share.Short term
Long term To be a Top brand in the PPI market by 2020
Indication
Gastro esophageal reflux disease: ( GERD)
Heart burn:
Market Segmentation: Pan India
Metro Cities:
Class 1 Cities
Class 2 Cities
Target customers
(GP)
CP
GAST
SUR
GYN
Prescription AnalysisAS PER MAT JAN 2013 DATA
GP CP GAST SUR GYN0
5
10
15
20
25
30
35
40
45
50
GP; 45
CP; 35GAST; 30
SUR; 15GYN; 20
RX/D/M
DOCTORS RX/D/D GP 45CP 35
GAST 30SUR 15GYN 20
DOCTOR CLASSIFICATIOTotal Doctor- 150/MR Total no. of MR 400
Brack-upDr by Specialty Dr/MR Class "A" Class "B"
GP 90 50 40SUR 10 5 5GYN 15 10 5GAST 5 5 0
Physician 30 20 10
TOTAL 150 90 60
04/21/2023
Sales Force Planning MR Working Days Call/Day Call /MonthAssumptions 1 24 10 240
Total MR’S 400 24 10 96000
Dr Classification Dr/MR Call to Dr/Month Calls to Dr/Month Dr Total/monthClass A 90 2 180 72000Class B 60 1 60 24000
Total 150 240 96000Dr by Specialty Dr/MR Class A class B Calls to Dr/Month Dr Total
GP 90 50 40 100 40 140SUR 10 5 5 10 5 15GYN 15 10 5 20 5 25GAST 5 5 0 10 0 10
Physician 30 20 10 40 10 50
= 240/MR
29
Field Force Planning
04/21/2023
PRICING
30
Price calculation Rs. For 20 mg
Tab
Product out of Price control MRP 25.15
VAT (6%) -1.5
ED (6% + 3%) -1.54
22.11
Discount to Retailer 20% -4.42
Price to Retailer (-ED & VAT) 17.69
Discount to Stockist 10% 1.76
Price to Stockist (NRV) NRV 15.93
Company Margin (60%) Non-schedule 9.55
Basic Cost 6.38
Sales Forecasting
M1 25% M2 35% M3 40%0
20000400006000080000
100000120000140000160000
M1 30% M2 35% M3 35%95000
100000
105000
110000
115000
120000
125000
130000
M1 35% M2 35% M3 30%95000
100000
105000
110000
115000
120000
125000
130000
M1 40% M2 35% M3 25%0
20000
40000
60000
80000
100000
120000
140000
160000
Q3
Q2Q1
Q4
M- monthQ- Quarter
04/21/2023 32
Q1 % 20mg(Unit) Value(Rs)Month 1 25% 98,437.5 15,68,109.37Month 2 35% 1,37,812.5 21,91,218.75Month 3 40% 1,57,500 25,08,975
Total 3,93,750 62,68,303.12Q2
Month 1 30% 1,18,125 18,81,731.25Month 2 35% 1,37,812.5 21,95,353.12Month 3 35% 1,37,812.5 21,95,353.12
Total 3,93,750 62,72,437.49
Q3 %Month 1 35% 1,37,812.5 21,95,353.12Month 2 35% 1,37,812.5 21,95,353.12Month 3 30% 1,18,125 18,81,731.25
Total 3,93,750 62,72,437.49Q4
Month 1 40% 1,57,500 25,08,975Month 2 35% 1,37,812.5 21,91,218.75Month 3 25% 98,437.5 15,68,109.37
Total 3,93,750 62,68,303.1215,75,000*15.93 = 2,50,81,481.22
Promotional expenses
Promotionalexpense 30,00,000 cost as calculated
sampling 25.00% 7,50,000
gift 20.00% 6,00,000
campaign 15.00% 4,50,000
print 4.00% 1,20,000
training 10.00% 3,00,000
meeting 6.00% 1,80,000
crm 15.00% 4,50,000
incentives 5.00% 1,50,000
30,00,000
Q1 (Rs.) Q2 (Rs.) Q3 (Rs.) Q4 (Rs.)
Samples 4,20,000 4,20,000 4,20,000 4,20,000
Visual Aid 52,000 52,000 52,000 52,000
Brand reminders
2,25,000 2,25,000 2,25,000 2,25,000
Clinical Posters/LBL
1,20,000 1,20,000 1,20,000 1,20,000
Pen & prescription pad
1,20,500 1,20,500 1,20,500 1,20,500
Total 9,37,500 9,37,500 9,37,500 9,37,500
QUARTER WISE INPUT PLAN Total Promotional Expense: Rs. 30 lakhs
Brand P&L Rs. 20 mg
1 Sales (Rs.) Units X NRV*15,75,000*15.93 =
2.5 cr
2 Less Cost Of Goods (COGS) (40%) 0.0 1cr
3 Gross Margin (Rs.) 0.0 1.5 cr
4Less Advt & Promo (A&P)
(20% of sales) 0.0 30 Lakh
5 Less Selling Expenses (4% of
sales) 0.0 6 Lakh
6Less Marketing expenses (20%
of sales) 0.0 30 Lakh
7Less Distribution Expenses (5% of
sales) 0.0 7.5 Lakh
8 Gross Profit Before Tax (PBT) 0.0 76,74,933 Lakh
9 Total
Brand P&l
04/21/2023 35
COMMUNICATION STRATEGY
• Quality Brand at affordable price• Most preferred drug in DERD, Heartburn case• Quick Action in shorter duration of time• Longer half- life• Most beneficial effect and most effective PPI
When acid strikes
Every minute seems like endless hour
Esoz 20 Esomeprazole magnesium 20 mg Tabs with Buffer
The 60 x 24 PPIControls heartburn within a minuteAttains PH >6 within 60 seconds for immediate control of Heartburn
Maintains PH >4 for 22.5 hrs – Total 24 hrs protection *
Co-Rx with NSAIDsEscoz
One tab irrespective of meals
Mint flavorRef: sherman et al. Am j Gastroenterology 2009;104:1278-95
Offering comprehensive Solution for GERD HEARTBURN
Esoz 20 Esomeprazole magnesium 20 mg Tabs with Buffer
Rx
Lansoprazole
Pantoprazole
Esomeprazole
66.50%
60.80%
74.20%
Mean % of time during that gastric PH was > 4.0
Esomeprazole Treatment provides significantly greater gastric acid suppression than lansoprazole or pantoprazole
Prize: 3.50 Rs /
Tab
One Tablet / day
Esoz 20
Esoz 20
Esomeprazole 20 mg Tabs with Buffer
7 Tablets
Esoz 20
Prelaunch plan1) One week surveys:• PPI drugs usage? Which? why? better if? Cost benefit concept?
Which cases? Competitor perception?• “NEXPRO” brand problems?• VIP Doctors ( 30/MR ) sample• 5 min paper-less questioner + chemist feedback
2) S.W.O.T Analysis:• Rx Weight (ims)• Chemist availability, self stock• Distribution channel analysis
Positioning messages plan
Positioning Message
plan
Easy to use
safest
Higher bioavailabilit
y
1st choice
Hammering strategy:
3-4 sequential visits /Dr.
Messages related gimmicks, LBL.
Promotional tools
Product samples every visit in first month.
Annual (4 differentiating positioning msg)
Branding, competitor management campaigns.
Direct to customer tactics1) Doctor activity:
- Event: group meeting, round tables meeting
- KOL conference, OR education camps
- FDA approved badge ( as a promotional tool )
- 3D demo CD ( how “Esoz 20 ” is the best)
- VIP visit ( 3 visit/Month)
2) Field force activity:
- Monthly meeting
- Team campaigns
- Attractive incentive plan
3) Chemist activity:
- Bonus plan
- Our Product Stand
Direct to customer tactics
4) Patient activity:
- Awareness materials
- CD”s in clinic’s waiting rooms
- you tube classy real situations ads
Promotional Input
Launching giftPromotional inputs
Promotional Input
Educational material