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 inhibitors Acetylcholine, 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. Cant 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 Market analysis 6/11/2014 12 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 3 rd 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 5Cs 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.
To emerge as a leading integrated research based global pharmaceutical compan
Achievement We 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 Lists Cough Management Anti-Infectives Stomatologicals Prokinetic / Anti-Nauseants Anti-Ulcerants Anti-Protozoal Pain Management Mucolytic Nutraceuticals Peripheral 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.
6/11/2014 21 BRAND STRATEGY 22 6/11/2014 Brand Name 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
Metro Cities: Class 1 Cities Class 2 Cities Target customers (GP) CP GAST SUR GYN Prescription Analysis AS PER MAT JAN 2013 DATA GP, 45 CP, 35 GAST, 30 SUR, 15 GYN, 20 0 5 10 15 20 25 30 35 40 45 50 GP CP GAST SUR GYN RX/D/M DOCTORS RX/D/D GP 45 CP 35 GAST 30 SUR 15 GYN 20 DOCTOR CLASSIFICATIO Total Doctor- 150/MR Total no. of MR 400 Brack-up Dr by Specialty Dr/MR Class "A" Class "B" GP 90 50 40 SUR 10 5 5 GYN 15 10 5 GAST 5 5 0 Physician 30 20 10
TOTAL 150 90 60 Sales Force Planning MR Working Days Call/Day Call /Month Assumptions 1 24 10 240 Total MRS 400 24 10 96000
Dr Classification Dr/MR Call to Dr/Month Calls to Dr/Month Dr Total/month Class A 90 2 180 72000 Class B 60 1 60 24000 Total 150 240 96000 Dr by Specialty Dr/MR Class A class B Calls to Dr/Month Dr Total GP 90 50 40 100 40 140 SUR 10 5 5 10 5 15 GYN 15 10 5 20 5 25 GAST 5 5 0 10 0 10 Physician 30 20 10 40 10 50 = 240/MR 6/11/2014 29 Field Force Planning 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 6/11/2014 Sales Forecasting 0 20000 40000 60000 80000 100000 120000 140000 160000 M1 25% M2 35% M3 40% 95000 100000 105000 110000 115000 120000 125000 130000 M1 30% M2 35% M3 35% 95000 100000 105000 110000 115000 120000 125000 130000 M1 35% M2 35% M3 30% 0 20000 40000 60000 80000 100000 120000 140000 160000 M1 40% M2 35% M3 25% Q3 Q2 Q1 Q4 M- month Q- Quarter Q1 % 20mg(Unit) Value(Rs) Month 1 25% 98,437.5 15,68,109.37 Month 2 35% 1,37,812.5 21,91,218.75 Month 3 40% 1,57,500 25,08,975 Total 3,93,750 62,68,303.12 Q2 Month 1 30% 1,18,125 18,81,731.25 Month 2 35% 1,37,812.5 21,95,353.12 Month 3 35% 1,37,812.5 21,95,353.12 Total 3,93,750 62,72,437.49 6/11/2014 32 Q3 % Month 1 35% 1,37,812.5 21,95,353.12 Month 2 35% 1,37,812.5 21,95,353.12 Month 3 30% 1,18,125 18,81,731.25 Total 3,93,750 62,72,437.49 Q4 Month 1 40% 1,57,500 25,08,975 Month 2 35% 1,37,812.5 21,91,218.75 Month 3 25% 98,437.5 15,68,109.37 Total 3,93,750 62,68,303.12 15,75,000*15.93 = 2,50,81,481.22 Promotional expenses Promotional expense 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
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 4 Less Advt & Promo (A&P) (20% of sales) 0.0 30 Lakh 5 Less Selling Expenses (4% of sales) 0.0 6 Lakh 6 Less Marketing expenses (20% of sales) 0.0 30 Lakh 7 Less Distribution Expenses (5% of sales) 0.0 7.5 Lakh 8 Gross Profit Before Tax (PBT) 0.0 76,74,933 Lakh 9 Total 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
35 6/11/2014 When acid strikes Every minute seems like endless hour
Esomeprazole magnesium 20 mg Tabs with Buffer The 60 x 24 PPI Controls heartburn within a minute Attains PH >6 within 60 seconds for immediate control of Heartburn Maintains PH >4 for 22.5 hrs Total 24 hrs protection * Co-Rx with NSAIDs Escoz One tab irrespective of meals Mint flavor Ref: sherman et al. Am j Gastroenterology 2009;104:1278-95
Offering comprehensive Solution for GERD HEARTBURN
Esomeprazole magnesium 20 mg Tabs with Buffer Rx 66.50% 60.80% 74.20% Lansoprazole Pantoprazole Esomeprazole 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 plan 1) 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 bioavaila bility 1 st
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 tactics 1) 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 - CDs in clinics waiting rooms - you tube classy real situations ads Promotional Input Launching gift Promotional inputs Promotional Input Educational material