(Tizanidine)

MARKETING PLAN
EXECUTIVE SUMMARY
 Executive Summary
• Spasticity is a common cause of temporary incapacitation in Pakistan

• Most common remedy used are Muscle Relaxant which are further bifurcated into
Centrally acting drugs and Peripherally acting drugs.

• With life style changes in particular that of the Urban area, spasticity prevalence is
on an upward Trend.

• Peripherally acting drugs have not captured a sizable market share and are on a
negative growth trend.

• Centrally acting drugs have managed to capture a substantial share and the
growth trends are quite encouraging.
 Executive Summary (Cont…)

• The most popular salts in the segment are Tizanidine, Orphenadrine Citrate,
Eperisone and Thiocolchicoside.

• Major shares of the market are being held by Searle, Novartis and Sami.

• In the Tizanadine market Novartis with Ternalin, Sami with Movax and Martin
Down with Musidin have made headways.
MARKET ANALYSIS
 Market Analysis
(Qualitative)

• Muscle Relaxant (MO3) is an old market.

• Searle with Nuberol leads the market launched in September 2002.

• Tizanidine in the market is headed by Ternalin of Novartis, closely followed by

Movax of Sami.

• With the current growth trends Movax is tipped to topple Ternalin by 2009.

• Management of headache and hypertension (off label) are extended disease

indication of Tizanidine.
 Market Analysis – Macro
(Quantitative)
Pakistan Pharma Market

Alimentary Tract &

Metabolism
21%

CVS
OTHERS 8%
19%

Musculo-Skeletal
Pakistan Pharma Market:
11%

Resp Value: Rs. 92.7 billion

7% Growth: 11 %

Musculo-Skeletal(Total):
CNS Value: Rs. 6.6 billion
10% Sys. Anti-Infectives Growth : 7.1%
IMS QTR-I, 2008 24%
 Market Analysis – Sub Macro
(Quantitative)
Musculo-Skeletal System (M)

Other
Anti-Gout 6%

Muscle Relaxant 1%
9%

AR-Topical
5%

Musculo – Skeletal :
Value: Rs. 6.6 billion
Growth: 7.1%
AR-System
79% Muscle Relaxant(Total):

Value: Rs. 62 Million

Growth : 15%

IMS QTR-I, 2008

 Market Analysis – Micro
(Quantitative) Muscle Relaxant Specific (M03B)

Wilgesic
6%

Musidin
Sinaxamol 5% Neubrol
7% 32%

Myonol
11%

Muscoril
11% Movax Ternalin
14% 14%
IMS QTR-I, 2008
 Market Analysis – Micro
(Quantitative)

Year of Units Value % %

Product Generic Company
Launch +00 +000 Share Growth
M03B 56466 575680 100 17
Nuberol O. Citrate + Paracetamol Searle 8.98 20823 145554 25.3 22
Ternelin Tizanidine Novartis 10.94 6104 66483 11.5 10
Movax Tizanidine Sami 11.00 8794 62090 10.8 29
Muscoril Thiocilchicoside Searle 10.95 1169 51421 8.9 17
Myonal Eperisone Hcl Eisai 07.93 449 48274 8.4 0
Sinaxamol O. Citrate + Paracetamol AGP 06.98 2109 29658 5.2 -1

IMS QTR-I, 2008

Price Comparison
Pack Pack Price / Cost /
Product Company
Size Price Tab Day
Ternelin
Novartis
2mg 10's 128 13 38
Movax
2mg 80 8 24
4mg Sami 10's 140 14 42
Musidin
2mg 94 9 28
4mg Martin Dow 10's 140 14 42
Maxlax
GENIX
2mg 10's 83 8 25
PRODUCT
 MAXLAX (TIZANIDINE)

MAXLAX (tizanidine hydrochloride) is a Imidazoline derivative.

MAXLAX (tizanidine hydrochloride) is a centrally acting α2-adrenergic agonist.

Tizanidine acts by increasing presynaptic inhibition of motor neurons at the

alpha 2-adrenergic receptor sites, possibly by reducing the release of
excitatory amino acids and inhibiting facilitory caeruleospinal pathways,
resulting in a reduction in spasticity.
 Movelef Pharmacology

Bioavailability  40%

Protein binding  30%

Half life  2.5 hours

Excretion  Renal 60%

Biliary 20%

Peak Plasma Level  1.5 hours

Dosage & Administration
DOSAGE

2-4 mg T.I.D

INDICATION

 Spasticity
(LBP, MS, Spinal Chord Injury, Ankylosing Spondylitis etc.)

 Adjunct in management of Migraine (Accepted not established)

 Anti-Hypertensive (Off Label)

ISSUE ANALYSIS
 SWOT ANALYSIS

Strength Weakness

• Quality & Price • New Entrant in the segment

• Focused Product • New Field Force
• Branding Strategy

Opportunity Threat

• Growing Market Trend • Generic Influx

MARKETING STRATEGIES
 Marketing Mix

Product
• Attractive Packaging.

Price
• One of the most economical brands. Price comparable with Movax.

Promotion
• By preference mix of, Orthopaedicians, Physicians, Rheumatologist and GPs. (125
Doctors)

Placement
• Available in complete range through a network of 43 distributors at 1500-2000
Pharmacies.
 Customer Segmentation

Customer Bifurcation Demographically

Customer Bifurcation will
Total Doctors Range Promotion Level vary.
120
Orthopaedicians 1-15 +++
Physician 15-60 +++
GP's 15-80 +++
Rheumatogist 0-1 ++

With current classification Customer Classfication

Avg no of calls = 11-12
Calls/day
Symbol Level No of Calls Per month
+++ P1 4
++ P2 2-3
 Marketing Warfare

Guerrilla Marketing Strategy

• OPD Camps

• Price Comparison

• Monthly Gifting

• Reference Distribution
 Marketing Warfare
Guerrilla Marketing Strategy

OPD Camps

• A total of 550 camps will be conducted per month in first 5 months of products launch.
• Camps will commence from 1st Sep, 2008 in each territory.
• List of planned camps to be communicated to H.O till 31 st Aug, 2008.
• Samples for camps will be sent to Field Force in monthly sample quota.

Price Comparison
By comparison Maxlax is more economical than Ternalin or Musidin and comparable to
Movax.

Monthly Gifting
As a product reminder field force will get sufficient quantity of gifts every month as a
part of active promo strategy.

Reference/Journals Distribution

New reference for increasing use in Migraine and Hypertension will be distributed
COMPETITION ANALYSIS
 COMPETITION ANALYSIS
TERNALIN - NOVARTIS

• Recently Ternalin 2mg capsule form was launched which has found little acceptance.
• Large scale promo is no longer favored.
• Promo comes in the form of branding literature, stickers and advertisements.

Movax - SAMI

• Movax remains the fastest growing Ternalin Brands.

• Typical focus on OPDs
• Promo comes in form of good scale sampling, Tissue boxes, Stickers etc .

Musidin- MARTIN DOW

• After launch Musidin grew rapidly. However growth rate was not sustained for long.
• Typical focus on OPDs
• Promo comes in form of small scale sampling, advertisement, small posters etc.
PRODUCT
Financial Controls / Budgets