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Abbutol,Abocain, Abocal, Abozole, Abrifam, Acyclovir, Arinac, Artifen, Atrelax Becefol, Bejectal, Bevidox, Brufen, Burnol Calcijex, Cecon, Cofco, Citro Soda, Cremaffin Dayalets, Daycor, Dijex, Dobutamine, Dopamine Enoxabid, Entamizole, Epival, Erybron, Erythrocin, Eryderm Flexin, Forane, Froben Ganaton, Gopten Hytrin Iberet, Isoptin Klaricid Lucrin, Lincomycin, Loftyl Mammo, Moculator, Mospel Neophage, Nicor Optilets-M Pentothal, Pramet - FA, Prothaiden, Protium Rambuzid, Rashni, Reducti, Rondec Savourane, Selsun, Silliver, Somogel, Sparaxin, Survanta, Surbex Tarka, Trividox, Tronolane Urixin Vancomycin, Vi-Daylin
Health is priority area of the Government activities. The high correlation between the expenditures on health and productivity in developing countries like Pakistan is enough to emphasize the importance of increasing health services as an aid to growth. The Government has attached high priority to improving health facilities because of the high cost of health and its socio-economic consequences. The new health strategy focused on health sector investment in order to translate economic success into social benefits. In Pakistan, the coverage of health facilities has improved over the years. The existing network of medical services consists of 906 hospitals, 4,554 dispensaries, 5,290 basic health units (BHUs), 552 rural health centers (RHCs) and the availability of 98,684 hospital beds. Besides, there are 93,843 doctors, 5,530 dentists and 46,331 nurses in the country. The Government in recent years has started giving due priority to health planning by increasing the health allocation and trying out prioritized programmers with special focus on particular diseases. Although medical facilities in the country have improved significantly over the years and is comparable with other countries of the region with similar socio-economic conditions but there still remains a very large gap between the availability and requirements. The figures available about the medical facilities clearly indicate the need for a further expansion in health facilities. The low level of life expectancy (64 Years), high child mortality rate under 5 year age (105/1000) and high population growth rate at 2.2 percent points out to increasing needs for better health care and preventive services in the country. The above scenario clearly indicates the need for further expansion in health facilities and more investments in health sector.
Strategic Marketing Report on Flexin PAKISTANS HEALTH & PHARMACEUTICAL SECTOR (2011)
Growth Rate of Pakistan Pharmaceutical Sector Share in GDP Total No. Companies active in the Field Operating Units out of Total Market Leader Total Investment Total Volume of Pharmaceutical Market Health & Pharmaceutical Sector Exports Total Drugs registered with Ministry of Health
11.6 % 1.85 % 600 386 GlaxoSmithKline (Pak) Ltd. 1.64 Billion US$ 34.5 Million US Dollar 292,786 Million US Dollar 47,000
Source: Drug Control Organization, Ministry of Health, Pharma Bureau of Information & Statistics Pakistan, and State Bank of Pakistan.
opportunities for investment. Only few bulk pharmaceutical raw materials are being manufactured locally and most of the Pharmaceutical raw materials are being imported in large quantities from different counters of the world. This Sector also give challenge to explore and avail the opportunities. At Present 30 multinational Pharmaceutical units are producing their products in Pakistan. 334 national/ local units are involved in pharmaceutical manufacturing. The Pharmaceutical manufacture and trade in Pakistan is regulated through the Drug Act 1976, and the rules framed there under. This is a fairly comprehensive law. Pakistan was the first amongst the developing countries in the world to have introduced Good Manufacturing Practices as a mandatory requirement. Registrations are granted by the Central Licensing and Registration Board. Source: Ministry of Health & Drugs control Organization & Ministry of Health.
According to the data of 2008-09, GlaxoSmithKline (GSK) tops the list of best pharmaceutical brand in Pakistan with an average of 11.59% market share and a growth rate of 8.9% annually. Among national companies, Getz Pharmaceuticals tops the list with a growth rate of whopping 70% for the last 3 years with a market share of 3.76%. Sami Pharmaceuticals also tops the list with a market share of 2.79%. Pakistans Pharmaceutical market is the 10th largest in the Asia Pacific, behind the Philipines with market of US$ 2.58 Billion. Annual Per Capita spending on medicine is US$ 10 in Pakistan, which is far below the regional average of US$ 142.
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GLOBAL MARKETS: A company enters into the global market when it goes internationally and involves in foreign trade and accordingly Flexin has entered in the global market as has already launched in different America States and European countries and now they have a plan to enter in the other continents market to compete globally. In Pakistan it is available on big Retailers and Medial Stores like Metro, Shaheen Chemist, D. Watson, Khattaks, Medi-Plus, W. Wilson and many other places.
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The Percentage of Patients belongs to different age groups and Gender faces two types of headaches mostly. One is Migraine and the second one is Tension Type Headache. People at early age suffer less Tension Type Headache as compare to those people who belong to the age group of 40 to 70 years old. The rate of people suffer from Migraine is more in the people belong to the age of 50 to 30 Years.
The graph above shows the Problem of Tension Type Headache and Migraine people suffer in a Month. The people suffer from TTH and Migraine 5 times or less than 5 times in a month have a percentage of 4 to 48 Percent respectively. People who suffer TTH and Migraine in
Submitted To: Mr. Arif Vaseer
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The competitors of Flexin in the market are many offering a number of treatments for migraine headaches. A list of them along with their special attributes, brand name, company name and dosages is as following:
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ANALGESIC + BARBITURATE acetaminophen butalbital caffeine acetaminophen butalbital caffeine acetaminophen butalbital caffeine FIORICET (Watson) ESGIC PLUS (Mikart) DOLGIC PLUS (Victory Pharma) 750mg 50mg 40mg 500mg 50mg 40mg 325mg 50mg 40mg Rx tabs Rx scored tabs; caps Rx tabs Children: not recommended. Adults: 1 tab every 4 hrs; max 5 tabs/day. Children: not recommended. Adults: 1 cap or tab every 4 hours as needed. Children: not recommended. Adults: 12 tabs or caps every 4 hours as needed; max 6/day. Children: not recommended. Adults: 12 tabs every 4 hours; max 6 tabs daily.
acetaminophen butalbital
PHRENILIN (Valeant)
325mg 50mg
Rx
tabs
ANALGESIC + BARBITURATE + OPIOID acetaminophen butalbital caffeine codeine phosphate ANALGESIC + SALICYLATE acetaminophen Aspirin caffeine BAYER MIGRAINE FORMULA (Bayer Consumer) 250mg 250mg 65mg OTC caplets Children: not recommended. Adults: 2 caplets with a glass of water. Max 2 caplets/24 hours. Children: not recommended. Adults: Take with full glass of water. 18yrs: 2 tabs FIORICET w. CODEINE 325mg (Watson) 50mg 40mg 30mg CIII caps Children: not recommended. Adults: 12 tabs or caps every 4 hours as needed; max 6/day.
OTC tabs
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every 6 hours as needed; max 8 tabs/day for 2 days. ANALGESIC + SEDATIVE + SYMPATHOMIMETIC acetaminophen dichloralphenazone isometheptene mucate MIDRIN (Women First Healthcare) 325mg 100mg 65mg CIV caps Children: not recommended. Adults: Tension: 12 caps every 4 hours; max 8 caps/day. Migraine: 2 caps once then 1 cap every 1 hour; max 5 caps/12 hours.
ANALGESIC + SYMPATHOMIMETIC acetaminophen caffeine isometheptene mucate MIGRATEN (Azur Pharma) 325mg 100mg 65mg Rx caps Children: not recommended. Adults: Tension: 12 caps every 4 hours; max 8 caps/day. Migraine: 2 caps at once, then 1 cap every hour until relieved; max 5 caps/12 hours.
BARBITURATE + SALICYLATE Aspirin butalbital caffeine FIORINAL (Watson) 325mg 50mg 40mg CIII tabs; caps Children: not recommended. Adults: 12 tabs or caps every 4 hours as needed; max 6/day.
BARBITURATE + SALICYLATE + OPIOID Aspirin butalbital caffeine codeine phosphate ERGOT ALKALOID dihydroergotamine D.H.E. 45 mesylate (Valeant) 1mg/mL Rx IM, IV, or SC inj Children: not recommended. FIORINAL w. CODEINE 325mg (Watson) 50mg 40mg 30mg CIII caps Children: not recommended. Adults: 12 tabs or caps every 4 hours as needed; max 6/day.
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1mg 100mg
Rx
tabs
2mg 100mg
Rx
rectal supp
NON-STEROIDAL ANTI-INFLAMMATORY (NSAID) diclofenac potassium CAMBIA (Nautilus) 50mg Rx Buffered pwd for oral soln Children: <18yrs: not recommended. Adults: 18yrs: mix 1 packet (50mg) with 30 60mL of water only and drink immediately.
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200mg
OTC caplets
SELECTIVE 5-HT1B/1D RECEPTOR AGONIST almotriptan (malate) AXERT (Janssen) 6.25mg, 12.5mg Rx tabs Adults and Children: <12yrs: not recommended. 12yrs: 6.25mg or 12.5mg single dose; may repeat once after 2 hours; max 25mg/24hrs. Hepatic or severe renal impairment (CrCl 10 30mL/minute) or concomitant potent CYP3A4 inhibitors (eg, ketoconazole): initially 6.25mg once; max 12.5mg/24 hours. The safety of treating an average of more than 4 headaches over 30 days is not established. Children: <18yrs: not recommended. Adults: 18yrs: 20mg or 40mg once. Reevaluate if no response. May repeat once after 2 hours; max 80mg/day. The safety of treating an average of
eletriptan HBr
RELPAX (Pfizer)
20mg, 40mg
Rx
tabs
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naratriptan HCl
AMERGE (GlaxoSmithKline)
1mg, 2.5mg Rx
tabs
Rx Rx
tabs ODT
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4mg/0.5mL, Rx 6mg/0.5mL
nasal spray
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6mg/0.5mL Rx
soln for SC inj Children: <18yrs: not recommended. Adults: 18yrs: one DosePro (6mg) SC to the abdomen or thigh only. Reevaluate if no response. May repeat after 1 hour; max two DosePro (6mg) doses in 24 hours. tabs Children: <18yrs: not recommended. Adults: 18yrs: Initially 2.5mg or lower once. If headache returns, may repeat after 2 hrs; max
zolmitriptan
ZOMIG (Impax)
2.5mg+, 5mg
Rx
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ZOMIG-ZMT* (Impax)
2.5mg, 5mg Rx
ODT
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NOTES * = contains phenylalanine ** = contains caffeine + = scored tablets tabs = tablets; caps = capsules; inj = injection; ODT = orally disintegrating tablets; soln = solution; supp = suppositories; IM = intramuscular; IV = intravenous; SC = subcutaneous (Rev. 9/2012)
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Superiority gained by a firm when it can provide the same value as its competitors but at a lower price, or can charge higher prices by providing greater value through differentiation. Competitive advantage results from matching core competencies to the opportunities (Brady and Robertson, 2001) In other words as we understand it, the competitive advantage is an advantage over competitors gained by offering consumers greater value, either by means of lower prices or by providing greater benefits and service that justifies higher prices. The goal of much of business strategy is to achieve a sustainable competitive advantage. Flexin has a strong brand name in U.S.A as with diverse management and when taking this brand in Pakistan, it keeps its unique effective way to get relief from the pain. Michel Porter has identified two basic types of competitive advantage: Cost advantage Differentiation advantage
So in Flexin Naproxen strategy focusing on Cost Advantage and also being the effective pain relieving agent.
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Gender:
Up till now, our product is targeting Male and female both Genders belong to age 5 to 70 Years. The ratio of male and female in Pakistan is 48 % and 52% in Pakistan.
Income:
The product targets every customer especially from lower medium Family to Upper Class Family. It is little bit costly as compare to Tablets but Flexin has no side effects and formulated to provide instant cooling relief from the pain of migraine and severe headache at the point of pain, and to help relax tense head and neck muscles. Ref: http://www.indexmundi.com/pakistan/demographics_profile.html
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RIVALRY AMONG COMPETING FIRMS: Pharmaceutical industry in Pakistan has gain higher growth in the market form last decade in Pain Management. It has moved ahead from being developing stage but hasnt got a perfect development. However, threat of competitors is still an important factor that govern the operations of this industry; particularly the rivalry between Pharmaceutical industry of Pakistan. Every company in the industry is striving to develop a competitive edge and nationally expand as large as possible. Whereas, worldwide inflation and changes in customers perceptions and attitudes is also a driving force toward increased competitive rivalry. Competitive rivalry in the case of Flexin so high because people are use to of Tablets and ordinary Methods of treatment. THREAT OF NEW ENTRANTS: Threat of new entrants in Pharmaceutical industry is high. This is because the barrier to enter this market is quite low because little bit previous experience is required to start doing business in apparel, customers have low brand preference and loyalty, they mostly get addict of the product they use often and become habitual of that product. In Pakistani market people are also Price Conscious so if a customer gets a better option elsewhere and that too, for a lower price, he can switch to that option. But if we talk about specific Entrants of Competitors in Migraine Strips that is medium because in this regard we are pioneer and if we succeed we can drive the other forces. Moreover, the government itself not promotes to any Pharmaceutical company to setting up of new businesses particularly in Pharmaceutical industry. THREAT OF SUBSTITUTE PRODUCTS: In a Pharmaceutical industry, there is no substitute for Medicine because one has to have a medicine to get rid of his or her pain but there may be a substitute on the procedure of processing them as well as in comparison of prices. Pharmaceutical industry also faces threat of substitute methods of processing. People, especially in a developing country like Pakistan as well as literate population of Pakistan can easily get the new ideas of Substitute Product and aware from the Modern Technology and have vast knowledge of Medicine available in
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PRODUCTION PLANNER
PRODUCTION PLANNER
MATERIALS MANAGER
WAREHOUSE MANAGER
EXPORTS MANAGER
Main Distributors of Abbott: Pharmanet Karachi Qarni Cooperation Hyderabad DS Pharma Islamabad Premier Agency Karachi Baber Medicine Co Lahore Nadeem Traders - Peshawar
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Weaknesses
Comparatively high price. Lacking of deep rural penetration. Employee rededication - High Field Force turnover
Opportunities:
Increase per capita income. High rate of population increase in Pakistan. Promotion intensive market. Increasing healthcare awareness
Threats:
High Inflation Rate Foreign Exchange Rates Political conditions of Pakistan. Govt. restriction on price Low price local pharma product
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Helps to avoid the side effects that can be associated with taking painkillers orally. Convenient and portable. The neat and handy packing is convenient for use whenever a headache creeps up, whether at work, home or on the move.
PRICE: Price is amount of money which customer pays to obtain these products. Prices are adjusted by Product Value, Usage, Competitor situation and current policies also matter to set the prices. Price includes List Prices, Discounts, Allowances, Payment Period and Credit Terms. Flexin 250 mg Flexin 500 mg 2x10 (Pack Size) 2x10 (Pack Size) 110.99 M.R.P 196.33 M.R.P
PLACE/DISTRIBUTION: Place include the availability of products. The location where the product is available approachable
PROMOTION: Promotion means the activities that communicate all the ways to promote the product and persuade target customers and viewers. The commonly ways of communication are Advertising, Personal Selling, Sales Promotion and Public Relation.
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Pharmaceutical representatives, also popularly known as medical representatives, are the major pharmaceutical marketing strategy for marketing drugs directly to the physicians. Typically, the expense of this sales force of any pharmaceutical company comprises anything ranging from 15-20% of annual product revenues. However, with changing times and new developments, the pharmaceutical industry faces some very serious strategic issues. So in Flexin, Marketing Strategies adopt all these necessary strategies to promote the product in health sector, doctors and ultimately to the end users of Flexin. For promotion, Sales Staff should be active and efficient so that it can capture the huge market for their product.
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PROACTIVE STRATEGY
FLEXIN strategy is typically a blend of Proactive Actions on the part of managers to capture and improve the company market position and financial performance and as needed reactions to unanticipated
developments and fresh market conditions. The biggest portion of companys strategy flows from initiated action and business approaches that are working well enough to merit continuation and newly launched managerial initiatives to strengthen the companys well overall position and performance. In Flexin strategy the managements game plan is market analysis and market situation and its conclusions about how to position the company in the market place and tackle the task of competing for buyer patronage.
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BRAND ELEMENTS
Logo:
Color: Its packaging have Purple and White color and tablet have white color.
Following are the some elements which is necessary for any product to become a brand.
1. Memorability
Most important element of branding is memorability. The memorability factor of our brand is the name of the product, because there is a huge brand Abbot in the Name and Flexin is easy to remember and pronounced.
2. Meaningfulness
Second step of branding element is meaningful. Our product must have some meaning. So our product is very important in this regard that the Product name gives the meaning of the product and its usage.
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4. Transferability
Also transferability of our product is very easy. The size of our product and according to its packaging its very easy to transfer from one place to another place. Our product is simply a tablet its could not damage by pressing or damaging its packing. It is portable so that it is so easy to move across the boundaries. The Distributor will not face any difficulty to import the product form one county to another.
5. Adoptability
Our product is flexible and update by technology. Flexin is just a new development in pharmaceutical industry and easy solution of headache problem especially for those people who have Migraine problem. So those people can use it and it is easily adoptable in our culture. Actually there is no side effect of Flexin so that people easily accept it because its external usages. In our society mostly people are become hesitate and in doubt to use such medicine that have Internal use and may have some side effect as well.
6. Protect ability
It is a product formed and tested for and hence fulfills all criterion for a valid and legal drug.
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People are sensitive to Naproxen are advised not to use it. For safety, cannot keep the tablet in mouth for long duration. No evidence of associated side-effects has been demonstrated during use in pregnancy or lactation; however, no safety data for such use is available.
The Naproxen in Flexin may cause hypersensitivity reactions including contact dermatitis.
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Medicines and drugs have a huge contribution to the health of the world. The discovery and the development as well as the effective use of drugs had helped to improved the quality of life of many people by helping to reduce the needs for surgical involvement and the span of time that they will be spending in the hospital and therefore help many people to save money. Pharmaceutical industry is one of the most important industries in the world. It is also considered as one of the most profitable industries having the third more profitable economic activity after the tourism and the finance industry. Flexin Naproxen is formulated to provide instant cooling relief from the pain of migraine and severe headache at the point of pain and to help relaxing tense head and neck muscles. The main triggers which help in causing this pain are due to stress or anxiety about anything which ultimately leads to depression and then headache. The other triggers can be poor posture of neck and depression. By keeping in view of the problems and current era stress in the youngsters this product is also designed in such a way that this can also be used by the people of age group from 12 years and above. This is product which is much easier to be used by the patients at the point of severe pain. Different age groups and Gender faces two types of headaches mostly. One is Migraine and the second one is Tension Type Headache. People at early age suffer less Tension Type Headache as compare to those people who belong to the age group of 40 to 70 years old. The rate of people suffer from Migraine is more in the people belong to the age of 50 to 30 Years. The first step is to define your universe of competitors that some businesses may offer products or services that largely mirror those offered by your own company, while others may only dispense one or two products & services that compete with your company's offerings. For identifying the competitors of Flexin we will find that this company is having a lot of competitors these the products are in tablets, sticks and etc. Pharmaceutical industry is considered as one of the highly competitive industry in the world. In Competitor Analysis we do the SWOT analysis of Competitors.
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Strategic Marketing Report on Flexin REFERENCES Mr. Sultan Sadozai- Territory Manager Abbott Pakistan Islamabad
http://www.badgerhillpharmacy.co.uk/product_catalogue/4_head_strips/index.html Accessed at: 17 Dec 2012 http://www.dcomoh.gov.pk/ Accessed at: 19 Dec 2012 http://www.espicom.com/prodcat2.nsf/Product_ID_Lookup/00000314?OpenDocument Accessed at: 21 Dec 2012 http://google.com/images/ Accessed at: 20 Dec 2012 http://www.indexmundi.com/pakistan/demographics_profile.html Accessed at: 16 Dec 2012 http://www.ppma.org.pk/PPMAIndustry.aspx Accessed at: 17 Dec 2012 http://www.plosone.org/article/slideshow.action?uri=info:doi/10.1371/journal.pone.0005827 Accessed at: 15 Dec 2012 http://www.medpk.com/pharmceutical_companies.php Accessed at: 15 Dec 2012 Drug Control Organization, Ministry of Health, Pharma Bureau of Information & Statistics Accessed at: 21 Dec 2012 Generic Pharmaceutical Association http://www.gphaonline.org/about-gpha/about-generics/facts 2007 Accessed at: 19 Dec 2012
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