MARKETING

PLAN OF
VILGET-M

SAQLAIN BUTT (MBTW-F20-016)

VILGET-M
ALI HUSNAIN (MBTW-F20-004)
PRODUCT MARKETING

REHMAN DURRANI (MBTW-F20-001)

UZMA RANI (MBTW-F20-017)

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Contents
Table of figures.................................................................................................................................. 3

MARKETING PLAN OF VILGET-M ........................................................................................................ 4

1.1 Introduction ....................................................................................................................... 4

1.1.1 Type 1 diabetes .......................................................................................................... 4

1.1.2 Type 2 diabetes .......................................................................................................... 4

1.2 The Magnitude of Diabetes in Pakistan............................................................................... 4

1.3 Vision and Mission ............................................................................................................. 5

2 Brand......................................................................................................................................... 5

2.1 Getz Pharma ...................................................................................................................... 5

3 Product ...................................................................................................................................... 5

3.1 VilgetM (Vildagliptin Metformin) ........................................................................................ 5

3.1.1 Why is it helpful? ........................................................................................................ 6

3.1.2 Tablets ....................................................................................................................... 6

3.2 Tagline of the product ........................................................................................................ 6

3.3 Logo of the Brand ............................................................................................................... 6

3.4 Marketing literature ........................................................................................................... 6

4 7 Ps of Marketing ....................................................................................................................... 7

4.1 Product .............................................................................................................................. 8

4.2 Price................................................................................................................................... 8

4.3 Place .................................................................................................................................. 9

4.4 Promotion .......................................................................................................................... 9

4.5 Physical Evidence ............................................................................................................... 9

4.6 People.............................................................................................................................. 10

4.7 Processes ......................................................................................................................... 10

5 Marketing 4C’s......................................................................................................................... 10
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5.1 Customer Wants and Needs ............................................................................................. 10

5.2 Cost ................................................................................................................................. 10

5.3 Convenience .................................................................................................................... 10

5.4 Communication................................................................................................................ 10

6 SWOT ANALYSIS....................................................................................................................... 11

7 Pestel Analysis ......................................................................................................................... 11

7.1 Political ............................................................................................................................ 11

7.2 Economical....................................................................................................................... 11

7.3 Sociocultural .................................................................................................................... 12

7.3.1 Health consciousness ............................................................................................... 12

7.3.2 Aging Population ...................................................................................................... 12

7.4 Technological ................................................................................................................... 12

7.5 Environmental.................................................................................................................. 12

7.6 Law & Legislation ............................................................................................................. 12

8 Product Segmentation ............................................................................................................. 13

8.1 Demographic Segmentation ............................................................................................. 13

8.2 Geographic Segmentation ................................................................................................ 13

8.3 Psychographic Segmentation ........................................................................................... 14

9 Explanation of Product according to Boston Growth Matrix ..................................................... 14

9.1 Boston Growth Matrix ...................................................................................................... 14

9.1.1 Market share of Vilget- M and its competitors in pakistan ........................................ 15

9.1.2 Growth Rate of Vilget-M in Pakistan ......................................................................... 15

9.1.3 Boston Growth Matrix .............................................................................................. 16

9.1.4 Interpretation........................................................................................................... 16

10 Product Life Cycle ................................................................................................................ 16

11 Comparative analysis of Product .......................................................................................... 17

11.1 Retain Current Prescriber ................................................................................................. 18

11.2 Develop Prescriber from Sitagliptin .................................................................................. 18

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11.3 Convert Prescriber of Other Vildagliptin ........................................................................... 18

Table of figures
Figure 1: Logo .................................................................................................................................... 6
Figure 2:Marketing Literature ............................................................................................................ 6
Figure 3:Marketing Literature ............................................................................................................ 7
Figure 4: 7 Ps of Marketing ................................................................................................................ 7
Figure 5: Product ............................................................................................................................... 8
Figure 6: Demographic Segmentation .............................................................................................. 13
Figure 7: Geographic Segmentation ................................................................................................. 13
Figure 8: Psychographic Segmentation ............................................................................................ 14
Figure 9: Boston Growth Matrix....................................................................................................... 14
Figure 10: Market share .................................................................................................................. 15
Figure 11: Units and Growth ............................................................................................................ 15
Figure 12: Product Life Cycle Growth phase ..................................................................................... 16
Figure 13: Market worth .................................................................................................................. 17
Figure 14: Comparative analysis ...................................................................................................... 18
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MARKETING PLAN OF VILGET-M

1.1 Introduction
Diabetes is a metabolic disease that causes high blood sugar. It is a chronic disease in which pancreas,
a body organ fails to produce a hormone, called insulin which helps food to turn into energy which is
used as fuel by the body. It is basically a condition which affects the ability of the body to process and
use blood sugar or glucose that is an important source of energy for cells which make up muscles,
tissues and is also main source of brain's energy. Untreated high blood sugar from diabetes can cause
cardiovascular problems, can damage nerves, eyes, kidneys and other organs as well.

Diabetes is a significant and growing challenge globally that affects individuals, families, and society.
As more people continue to be diagnosed with diabetes, its impact will have far-reaching
consequences for people and governments everywhere.

1.1.1 Type 1 diabetes

It is an autoimmune disease means your body attacks itself and destroys insulin producing cells in
pancreas. It’s usually diagnosed in children and young adults. It was once better known as "Juvenile
Diabetes". It is caused by inherited genetics or environmental elements.

1.1.2 Type 2 diabetes

It happens when your body becomes resistant to insulin and is associated with genetics and lifestyle
choice. Up to 95 % of people with diabetes have Type 2.

1.2 The Magnitude of Diabetes in Pakistan

In Pakistan, there are an estimated 6.7 million people with diabetes, a prevalence of 7.6% and it is
predicted that by 2035 the number of people with diabetes will nearly double to 12.8 million. The IDF
Diabetes Atlas 9 th Edition reports that the prevalence of diabetes in Pakistan has reached 17.1%, now
148% higher than previously reported. In 2019, over 19 million adults in Pakistan are estimated to be
living with diabetes – putting them at risk of life-threatening complications. 8.5 million of these 19
million, are undiagnosed and, as a result, may be particularly at risk.

The first stage of the marketing planning process is a review of the current situation, and from a
marketing perspective, an examination of the current (or previous) marketing plan and activities.
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1.3 Vision and Mission

Keeping in view the prevalence of diabetes and its rapid increase due to unorganized pattern and
eating disorder in people’s lives, we have decided to put a planned effort to bring a new product into
the market to deal with diabetes and provide relief to the people. We want to enhance the quality of
life of the greatest number through providing a continuum of care by answering unmet medical needs
of the community and promoting access to healthcare.

2 Brand
2.1 Getz Pharma
Getz Pharma, a member of Getz Group of Companies, having a legacy of over 160 years, is an
international research-driven, branded generic pharmaceutical company specialized the formulation
development, manufacturing, testing and marketing of a wide range of quality, affordable medicines.
We manufacture and market brands trusted by healthcare professionals around the world. We are
the only company whose manufacturing facility, in Pakistan, is approved by the World Health
Organization, Geneva (WHO). We are the the only Pakistani pharmaceutical company to have World
Health Organization (WHO) Pre Qualified Laboratory for Product Testing & Monitoring.

Getz Pharma currently operates in more than 25 countries in South Asia, Central Asia, South East Asia,
the Middle East and Africa. IMS rates Getz Pharma as the fastest growing pharmaceutical company
within most countries where it operates. In Pakistan, it was ranked 195th out of 200 pharma
companies in 1995, but in 2007 it achieved 6th position out of 650 pharma Companies.

3 Product
3.1 VilgetM (Vildagliptin Metformin)
VilgetM is an oral anti hyperglycemic Agent (oral Anti Diabetic) belongs to DPP4 Class of OAD’s.

Therapeutic Segment: Anti-Diabetic

Generic Name: Vildagliptin + Metformin HCl

Indication: For the treatment of patients with Type 2 diabetes mellitus (T2DM)
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3.1.1 Why is it helpful?

It acts as an adjunct to diet and exercise to improve glycemic control in patients whose diabetes is not
adequately controlled on metformin HCl alone or who are already treated with the combination of
vildagliptin and metformin HCl, as separate tablets.

3.1.2 Tablets
 50MG + 850MG
 50MG + 1000MG
 50MG + 500MG

3.2 Tagline of the product

 Will Get Better

3.3 Logo of the Brand

Figure 1: Logo

3.4 Marketing literature

Below is our marketing literature or marketing brochure to provide assistance to doctors or patients
about our product.

Figure 2:Marketing Literature

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Figure 3:Marketing Literature

4 7 Ps of Marketing
The marketing mix is the set of controllable tactical marketing tools – product, price, place, and
promotion that the firm blends to produce the response it wants in the target market.

 Product
 Place
 Price
 Promotion (Personal Selling, Advertising, Public Relations, Sales Promotion etc)
 People
 Processes
 Physical Evidence

Figure 4: 7 Ps of Marketing
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4.1 Product
Vilget-M is an oral Anti Diabetic use to control Diabetes where people can not manage their Diabetes
with conventional OAD’s with significant reduction in their HBa1C

Vilget-M (Vildagliptin + Metformin HCl) combines two antihyperglycemic agents to improve glycaemic
control in patients with type 2 diabetes, Vildagliptin and Metformin HCl. Vildagliptin is an inhibitor of
the enzyme dipeptidylpeptidase-4 (DPP-4), which plays a role in regulating insulin secretion.Product
has been given blue color because diabetes is denoted by blue worldwide .

Figure 5: Product

4.2 Price
One of the biggest mistakes a pharmaceutical company can make is pricing a medicine inappropriately.
A drug's potential for success is greatly influenced by its price, which might be either too low or too
high. If a drug is overpriced, for example, payers may refuse to reimburse it, and physicians may be
hesitant to prescribe it. They may consider the drug is not worth the high price if it is anticipated to
provide insufficient benefit to justify the price. On the other side, if a treatment is priced too low,
clinicians may infer that it provides a reduced version of therapy that is less effective than an existing
more expensive drug.

 Prices of Vilget-M are consumer friendly even in highly competitive market

 As compared to other brands, Vilget-M is economical

Product Price TP/RP

 Vilget-M 50/500mg 372/378

 Vilget-M 50/850mg 357/420
 Vilget-M 50/1000mg 380/448
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4.3 Place
In healthcare, the place for purchase decision is often separate from where and when product/service
is delivered. Vilget M will be available at every hospital pharmacy pan Pakistan.

Street pharmacies and medical stores nearby diabetes consultant clinics.

Muller & Phips (M&P) channel partner will be the distributor and 15% discount will be offered to them
on retail price.

 Pharmacies
 Hospitals
 Medical Dispensaries

4.4 Promotion
Push strategy shall be adopted through our distributor to prescribers and patients.

Promotional strategy i.e. Free samples, stand banners in large hospitals and clinics.

Value adding services:

 Field Force
 Symposium for doctors to understand new technology
 Ward Presentations
 Trade Discount
 Sugar Camps
 Diabetic educators (trained educators, Diet plan guidance etc)
 Consultant panel discussion

4.5 Physical Evidence

Some doctors never walk through the front door of their own office. We have provided substantial
literature through brochure and all of the (digital) touchpoints where the customer (doctors or
patients) might encounter with our organization and create its impression in their minds.

Packaging can also refer to how you bundle services

 Available in three strength 50/500, 50/850, 50/1000mg

 Pack of 14 Film Coated tablets
 Each tablet enclosed in Blister Packing
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4.6 People
 Train Sales representatives regarding Product Knowledge
 Develop Attractive incentive policies for Sales Force
 Quarterly Excursion with Product refresher
 Bumper Prices for achieving 100% Targets

4.7 Processes
Getz Pharma is making efforts to provide vilget-M to the end users. Uninterrupted supply chain,
guided salesmen, medical representatives, physicians and diabeticians all are helpful to maximize the
use of vilget-M in order to cure diabetes. For this, CME member group meetings, OPD sittings and
Meri Sehat channel (Media) will be adopted.

5 Marketing 4C’s
5.1 Customer Wants and Needs
In our country, diabetic Patients and Health Care professionals need such kind of product which can
delay or reduce the chances of treatment failure and safe even during End Stage renal disease.Diabetic
patient also experiences glycemic excursion in which sudden hyper or hypo glycemic situation occurs.
So, Vilget-M is the need of hour as it reduces glycemic excursion and is safe in ESRD. Glycemic
Durability of Vilget-M is 71% which reduces the chance of treatment failure for 60 Months.

5.2 Cost
Vilget-M is cost effective and also readily available at every pharmacy in Pakistan either a chain setup
or individual setup and distributor M&P is responsible for availability of Vilget-M and ensure the
availability every week.

5.3 Convenience
Vilget-M is available at every chain and individual pharmacy, Hospital Pharmacies and dispensaries.

5.4 Communication
Communication will be done through different Channels like Meri Sehat you tube Channel. Every
medical representative will conduct lectures at least 4 Sugar Camps per month. Consultant panel
discussion will be done on glycemic durability verified trial with Health care professionals. Diabetes
educator camp will be conducted to counsel the patient regarding the effectiveness of Vilget-M.
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6 SWOT ANALYSIS
Strength Weaknesses
 Getz pharma is a multinational company  Less explored to GP’s Segment
 Our sales team penetration in diabetes  Low Market Share
 Diabetic educators’ team  Low Patient pool
 Our training and alignment with
technology
 WHO Pre-Qualified Lab
 PICS Certification
 Efficacy
 Total Prescription Business

Opportunities Threats
 Rapid onset of action  Regulatory issues
 High Derived Market  More than 10 players in Market
 High Patient pool  Competitors Targeted to General
 Drug is in Growth Phase Physicians
 New technology

7 Pestel Analysis
7.1 Political
Diabetes treatments are crucial to another human being’s survival. This is why Government has strictly
urged pharmaceutical industries in limiting the prices drugs can be sold at, which means that
pharmaceutical companies are left with less profit after all things are considered. With political
destabilization with India from 2017 onwards, we are not importing organic raw products from India
and paved our way to strengthen trade with China.

7.2 Economical
Major part of raw materials for Vilget- M is imported from China, so depreciation or appreciation of
currency may affect our product’s price, profit or loss. Pakistan’s IMF loan in 2019 resulted in
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undergoing of currency value and imports of raw materials were hurt to a certain extent. There has
been an overall increase in trend of household healthcare in recent years due to Covid and awareness
in spite of decrease in economic growth and people are willing to spend more on healthcare ultimately
resulting in greater revenue of pharmaceutical industry.

7.3 Sociocultural
Newly diagnosed diabetic patients stands at 6.4% in Pakistan at current stage. Out of this, 45% patients
experience treatment failure and Vilget M reduces the chances of treatment failure up to 60 months.
Patients have low adherence to treatment of diabetes.

7.3.1 Health consciousness

Health consciousness is not prevalent in society and through our dedicated educators’ team, Vilget-M
team will be able to provide awareness to people to change their lifestyle attitude and be more
concerned about their health.

7.3.2 Aging Population

Older individuals typically have more serious health problems and more of them than younger
individuals. Thus, the aging population means we have more health issues to tackle. This creates
greater demand for pharmaceutical products, and will lead to more revenue for the pharmaceutical
industry.

7.4 Technological
Advancement in biomedical field is in rapid growth phase and Getz Pharma has a dedicated R&D team
to research and draw new chemical compositions and provide optimum solution in minimum span of
time with automated machinery and facilitate people accordingly. Conventional panning equipment
is used in its manufacturing.

7.5 Environmental
Film coating table formulation causes health and environmental hazards. Fortunately, significantly
advancement in process technology and equipment design have facilitated the introduction of
Aqueous based coating formulation.

7.6 Law & Legislation

DRAP has approved this product after the expiry of patent rights and health and safety laws are
followed during the processing of this product. So, there has been no serious legislation hindrance
lately.
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8 Product Segmentation
8.1 Demographic Segmentation
 Vilget-M is oral antidiabetic for Type 2 Diabetic Patients
 In Adults The use of antihyperglycemic therapy in the management of T2DM should be
individualized on the basis of effectiveness and tolerability. The recommended starting dose
of Vilget-M (Vildagliptin + Metformin HCl) should be based on the patient's current regimen
of vildagliptin and/or metformin HCl.
 In Elderly Patients Elderly patients taking Vilget-M (Vildagliptin + Metformin HCl) should
have their renal function monitored regularly.
 In Pediatrics Vilget-M (Vildagliptin + Metformin HCl) is not recommended for use in children
and adolescents (< 18 years).
 Vilget-M is purely for middle and low middle-class Patients
 Efficacious product which is cost effective as compared to Brand

Figure 6: Demographic Segmentation

8.2 Geographic Segmentation

 Vilget-M0 isavailable across Pakistan in every major and minor cities of all provinces
 Authorized Distributor is Muller & Phips
 Vilget-M is Available on every Chain Pharmacy and Independent Pharmacy of Pakistan

Figure 7: Geographic Segmentation

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8.3 Psychographic Segmentation

Usually, Diabetic Patients due to low social economical issue do not visit Medical Specialist and
because of high cost of medicine which they have to take for the long time they compromise their
Diabetes which ultimately leads to Diabetic complications.

Medical Specialist have a high concern regarding a product that is cost effective and efficacious and
Control diabetes and delay the Diabetic complications.

Also patient thinks that Diabetes is incurable Diseases and they have to spend rest of the life with it.

Figure 8: Psychographic Segmentation

9 Explanation of Product according to Boston Growth Matrix

9.1 Boston Growth Matrix
The growth share matrix is, put simply, a portfolio management framework that helps companies
decide how to prioritize their different businesses. It is a table, split into four quadrants, each with its
own unique symbol that represents a certain degree of profitability: question marks, stars, pets (often
represented by a dog), and cash cows.

Figure 9: Boston Growth Matrix

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9.1.1 Market share of Vilget- M and its competitors in Pakistan

MS %
VILDOMET, 9.63% VILGET-M, 7.3%
VIGLIP-M, 7.5% GALZA-MET, 7.4%

TAGIPMET, 22.3% SITAMET, 30.3%

GALVUSMET, 15.6%

VILGET-M GALZA-MET SITAMET GALVUSMET TAGIPMET VIGLIP-M VILDOMET

Figure 10: Market share

9.1.2 Growth Rate of Vilget-M in Pakistan

Growth Rate
2000000
1800000
Number of Units

1600000
1400000
1200000
1000000
800000
600000 2019
400000
200000 2020
0
-200000 2021
Units Growth Units Growth Units Growth
Vilget-M Galvusmet SITAMET
2019 248674 7.3% 783000 4% 1879999 4.5%
2020 276028.1 11% 845640 9% 1917599 2%
2021 356076.3 29% 972486 15.9% 1860071 -3%

Figure 11: Units and Growth

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9.1.3 Boston Growth Matrix

Stars Question Marks

Galvusmet Vilget-M
Market Growth Rate

High growth rate and high relative High Market Growth but Low relative
market share market share

Cashcows Dogs

Sitamet Viglip

Low growth rate but high relative Low growth rate low relative market share
market share

Relative Market share

9.1.4 Interpretation and inference

As we can see from the above graphs, Vilget- M has high market growth but low relative market share
putting it question mark. Galvusmet is the star performer with high market growth and high relative
market share. Sitamet is cashcow with low growth rate but high relative market share. Viglip is Dog
with low market growth and low relative market share.

10 Product Life Cycle

Sales Vilget-M
250000000
Introductio
200000000 Growth 2021,
Sales/ Revenue

194000000
150000000
2020,
100000000
100880000 Sales
50000000 2019, 48422400
0
2018.5 2019 2019.5 2020 2020.5 2021 2021.5
Years

Figure 12: Product Life Cycle Growth phase

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Analyzing the trend, we come to know that our product penetrated into the market in 2019
and is now in growth phase and we may achieve maturity in the next three years with a
decline afterwards with a fair market share.

Marketing Objective Stress Differentiation because we are in

Growth phase

Competition More

Product We will be moving towards more versions

Price Focus is to increase market share, not profit

gains

Promotion Attracting customers

Place (distribution) More educators’ teams and more access to

product

Table 1:Product life cycle analysis

11 Comparative analysis of Product

sBelow is market worth and growth rate of our product and its competitors from 2020-2021.

Products Market worth Growth rate

2020-2021 (%)
(PKR)
Sitamet 815000000 -3%
Galvusmet 791000000 15.60%
Viglip 234000000 2%
Vilget-M 194000000 29.10%
Table 2:Market worth and Growth rate

Market worth
194000000
234000000
815000000

791000000

Sitamet Galvusmet Viglip Vilget-M

Figure 13: Market worth

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Comparative Analysis

Market share 2020-2021

1E+09 815000000 791000000
800000000
600000000
400000000 234000000 194000000
200000000 -3% 15.60% 2% 29.10%
0
-2E+08
Sitamet Galvusmet Viglip Vilget-M
Market worth 815000000 791000000 234000000 194000000
Growth rate -3% 15.60% 2% 29.10%
Product names

Market worth Growth rate

Figure 14: Comparative analysis

Looking at the graphical illustrations, we are growing at a very positive growth rate and gaining a fair
market share from our competitors on the score of our effective marketing strategies and their
implementation. Sitamet holds the largest market share but its growth rate is negative, whereas,
Galvusmet holds a good chunk of market share with a fair growth rate of 15.60%. We still have a long
way to go but our growth rate is high and we will be able to cross 300 million in 2021-2022 Through

11.1 Retain Current Prescriber

Retain current prescriber with the help of different Strategies i.e. Family Fiesta, Ward Engagements,
permanent reminder etc.

11.2 Develop Prescriber from Sitagliptin

Develop prescriber from Sitagliptin with the help of Glycemic Durability Verified trial discussion

through CME’s which will arrange in every quarter.

11.3 Convert Prescriber of Other Vildagliptin

Other vildagliptin prescriber conversion through CRM and quality of Getz Pharma.