Marketing Plan EvoFix

(Cefixime)
Saad Khan
Jahangeer Khan
Syeda Laila Ali Jaffery

Components of a Marketing Plan

Know your product (molecule)
Industry Analysis
Competitor Analysis
Customer Analysis
SWOT Analysis
Defining

Objectives
Strategies
Action plan
Tactical plan

Know your product

(molecule)

Introduction
Cefixime, an antibiotic, is a thirdgeneration cephalosporin like
ceftriaxone and cefotaxime.
Highly stable in the presence of betalactamase enzymes.
As a result, many organisms resistant to
penicillins and some cephalosporins due
to the presence of beta-lactamases,
may be susceptible to cefixime.
The antibacterial effect of cefixime
results from inhibition of mucopeptide
synthesis in the bacterial cell wall.

Introduction
EvoFix is a Cefixime product manufactured by PharmEvo
Ltd launched on 1st April 2004.
It is available in 4 SKUs

Capsule 400 mg 10
Suspension Dry 100mg 30ml
Suspension Dry D.S 200 mg 30 ml
Suspension Dry 100 mg 60 ml

Indications
EvoFix is prescribed in
various infections caused
by various
microorganisms. The
infections are:
Respiratory tract infections
Ear, nose and throat
infections
Gastrointestinal infections
Urinary Tract Infections

Indications
Ear Infection

Respiratory Tract Infection

Indications
Gastrointestinal Infection

Urinary Tract Infection

Industry Analysis

IMS Data
Value

Market Share
Chart Title

Chart Title

1,400,000,000

60.00%

1,200,000,000

50.00%

1,000,000,000

40.00%

800,000,000

30.00%

600,000,000

20.00%

400,000,000

10.00%

200,000,000
0

Cefspan

Fixitil

2015

2014

Cefim
2013

FixVal

EvoFix

0.00%

Cefspan

Fixitil
2015

Cefim
2014

2013

FixVal

EvoFix

IMS Data
Growth Rate

Units sold

Chart Title

Chart Title

120.00%

4,000,000

100.00%

3,500,000
3,000,000

80.00%

2,500,000

60.00%

2,000,000

40.00%

1,500,000

20.00%

1,000,000

0.00%

500,000
Cefspan

Fixitil

Cefim

-20.00%
2015

2014

2013

FixVal

EvoFix

Cefspan

Fixitil
2015

Cefim
2014

2013

FixVal

EvoFix

IMS Data
IMS Position
18
16
14
12
10
8
6
4
2
0

Cefspan

Fixitil

Cefixime
2015

2014

FixVal
2013

EvoFix

PEST Analysis
Analysis

Nature of Change

Impact of Change

Political

Price fixation

Low profit margins

Economical

Inflation and exchange rates

fluctuation

Increase in cost

Social

Increase in population
Terrorism
Global alliances

Increase in diseases
Increase in sales and
market share

Technological

Advanced Technology

Economies of Scale

Porters Fiver Forces

Competitor Analysis

Competitors

Cefspan (Barrett Hodgson)

Product launched on 1st April 1991
Value = 1,207,532,966
Market Share = 19.99%
Growth rate = 20.78%
Units sold = 3,644,930
Consecutive leading position in
the IMS since 3 years.
Continuous increase in market
share by 1%.
Promotional activities include
annual sales conference.

Cefiget (Getz Pharma)

Product launched on 1st May 2007
Value = 5478,41,824
Market Share = 9.07%
Growth rate = 21.99%
Units sold = 3,141,827
Guiding Principles
Ensuring Outcomes
Expanding Overseas
Brand Leader
Fastest Growth

Ciproxin (Bayer Pharmaceuticals)

Entire focus on Life Science businesses
Objective is profitable growth
Foundation for success is innovation
Their actions are sustainable
Employees are their most crucial
resources
Handling Products responsibly on a
Global Scale
Future strategies are
Improve the overall political and economic
framework
Specifically promote cutting-edge research
Foster an innovation culture through dialog
and better education

Customer Analysis

Total number of prescriptions

GP1

GP 2

Cefspan

Cefiget

Others

EvoFix is totally absent in case of

Total number of prescriptions

Pharmacy 1
The sales of EvoFix are slow

Pharmacy 2
EvoFix absent

Numbers of prescriptions by
indicators
Indications
Chest infection
Diarrhea
Dehydration

10%

Early benefits

No drowsiness
No nausea
No stomachache

Prescriptions by specialty
Cefspan
Mostly prescribed to adults

Chart Title
Cefiget

Mostly prescribed to paeds

100
80
60
40
20
0

Cefspan

Cefiget
Adults

Paeds

Prescriptions share by price

600
500
400
300

Price (in Rs.)

200
100
0

Cefspan Cefiget

Cefim

FixVal

EvoFix

Prescription share by indications

Prescription share by Indications

Cefspan

Caricef

Cefiget

FixVil

Cefin

Cefspan

10%

Cefiget

75%

Caricef

10%

FixVal 7%

Cefim9%

Prescription share by specialty

Prescription Share by Specialty

Cefspan

Cefiget

Why EvoFix is behind?

GP 1
Ineffective marketing

GP 2
No result at all even the medical rap of

Survey Inference
After the market analysis and the response of the
physicians, were able to conclude that the possible
reasons of the downfall of EvoFix in the pharmaceutical
market are:
low budget
preference towards other products
absence of marketing strategy
errors in production process
untrained sales team
inefficiency of human assets

Our Sightings
On conducting the market analysis, following are the
observations carried out by us:
there was high criticism towards EvoFix and its results
no awareness activities have been performed by
PharmEvo for the product that's why the customers
(doctors) are totally unaware of the product
even the senior physicians prefer Cefspan DS in acute
conditions

SWOT Analysis

SWOT Analysis

Defining Objectives

Defining Objectives
Quantitative

Qualitative

To establish EvoFix as a Preferred alternative in terms of

quality and efficacy.

To increase the quantity of units sold to 1,078,000 i.e. by 3%

To increase the annual revenue to Rs. 943,811,487

To achieve 8th position in the IMS of Cefixime by 1st quarter of

2016.

To increase the promotional activities

Make customers fully aware of the product

To increase the market share through product information

To eliminate distribution gap from the market sustaining the

price, focusing on promotional expenses.

Defining Strategies

Defining Strategies
At this level , we need to focus on three types of strategies:
Core strategy: Efficacy of EvoFix
We need to look at the means to improve the efficacy of the product so that the
confidence and trust on the brand can be built. For this purpose, well allocate a certain
amount of budget for the R&D which will definitely help in finding some results.

Improving the marketing mix

Product: As far as product is concerned, the quality and efficacy of the product will be
under consideration.
Price: The price will be adjusted in accordance with the quality as well as brand persona.

Defining Strategies
Place: The placement and availability of EvoFix is essentially needed to
be upgraded. The distribution gaps need to be eliminated.
Promotion: We will make sure every GP at each corner of every street
in every city across Pakistan knows EvoFix and well make die-hard
efforts in its promotion.

External and Internal analysis:

As far as market shares and growths are concerned, effective industry,
competitor and customer analysis will be done by the experts to
minimize any kind of risk and to lead towards success and leadership.

Action Plan (Budgeting)

Annual Budget for 2016

Total units of EvoFix sold in 2015 = 541,830
Total units of Cefixime sold in 2015 = 32,667,445
Market share of EvoFix in 2015 = 1.66%
Market is growing by 10% i.e. by 2016 total sold units of
Cefixime = 35,934,189.5
Willing to increase market share from 1.66% to 3%
For this purpose, we need to sell = 35,934,189.5 x 3%
=1,078,000 units in 2016
Revenue of 2016 = Units sold in 2016 x Price
Revenue of 2016 = 1,078,000 x 875.5 = Rs. 943,811,487

Annual Budget for 2016

Taking 3% of the revenue of 2016 = 943,811,487 x 3%

Annual budget for 2016 = Rs. 28,314,344

For each quarter = 28,314,344 / 4
= Rs. 7,078,586
Well be covering the three regions of Pakistan i.e. North
(KPK), South (Sindh, Balochistan) and Central (Punjab)
It means 7,078,586 / 3 = Rs. 2,359,528 per region in a
quarter

Budgeting for Each Quarter

(per region)
Particulars

Cost

Frequency

Total

RTDs

Rs.10,000

80,000

Medical Reps

Rs.15,000

50

750,000

Literatures

Rs. 10

50

500

Samples

Rs. 150

2 x 50

15,000

Gifts

Rs. 60

2 x 50

6,000

Conferences

Rs. 500,000

1,500,000

Total

2,351,500

Tactical Plan

Tactical Plan
Venues: Covering the major cities of the
three geographical regions i.e. Karachi,
Lahore, Islamabad, Peshawar, Quetta.

Months: Every month, a conference is

planned to create brand awareness among
the GPs and consultants.

Crowd: 200 physicians and doctors will be

invited in each conference.

Guest speakers: Highly qualified doctors and

pharmacists who will be able to create brand

Conclusion
EvoFix has the potential to grow and if
sincere efforts and other activities
regarding its value and market share
will be done, surely it can exist in the
top 5 cefixime products by the end of
this year and will ultimately be the
market leader after 4-5 years. If proper
analysis (external and internal) will be
done and efficient implementation will
be done, undoubtedly it will be a
preferred choice for the customers in