Market Plan

Market Plan
Market Plan
Market Plan
 Highly unpleasant physical situation caused by
illness or injury, it can be,
Throbbing
Stabbing
Aching
Pinching
Or describe in many other ways.
Market Plan
 Thermal pain

Market Plan

Mechanical pain Chemical pain

These are pain mediators that take part in
Pain production.

Bradykinin
Serotonin
Histamine
Prostaglandins
Market Plan
 Prostaglandin formation is a major
causative factor for Pain &
inflammation

Market Plan
 A localized physical condition in which part of the
body becomes,

Reddened
Swollen
Hot
Painful
Loss of function
Market Plan
Specially as a reaction to injury or infection.
Market Plan
 Post operative pain and inflammation
associated with ocular surgery.

Market Plan
 Constriction of the pupil

Smooth muscles within the iris can also be

modulated by Prostaglandin,
Such as can result in myosis during surgery.

Myosis may obstruct surgeon’s view during

Market Plan

cataract surgery,
 CME is painless disorder which effect the central
retina or macula,

Thus condition characterized by fluid accumulation,

macula becomes swollen with fluid,

The condition is called cystoid macular edema,

Such effect may lead to vision loss.
Market Plan
Most of the Nsaids are use for treating post-op
complications,

Ibuprofen
Ketoprofen
Piroxicam
Diclofenac
Nepafenac
 DRUG CLASS

NSAID
Non Steroidal Anti Inflammatory Drug
First And only Ophthalmic Non-Steroidal
”PRODRUG”
INTRAOCULAR HYDROLASES
Nepafenac rapidly penetrate in ocular tissue
and prevent pain and inflammation.

Nepafenac penetrates into anterior segment

and is converted to amfenac precisely where
inflammation is likely to occur.
NSAIDs inhibit the cyclooxygenase (COX) pathway, limiting
prostaglandin formation.

Nepafenac is hydrolyzed in Amfenec ,

Amfenac bind with Cox protein inhibiting the activity and
production of prostaglandin.
NEVANAC ALCON
NEPANAC KOBEC
NEPAC SANTE
BARINAP BH
NAFEN HELIX
AVANEP ATCO
 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

 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 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.
Market Plan
 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

 Respiratory Tract Disease ….
 Respiratory Tract Infections are divided into major parts ……………..

 Upper Respiratory
Tract Infections

 Lower Respiratory
Tract Infections
 Respiratory Diseases
URTI LRTI
 Sinusitis  Bronchitis
 Pharyngitis  Bronchiectasis
 Laryngitis  Pneumonia
o Community Acquired
 Otitis Media
Pneumonia
o Nosocomial Pneumonia
o Lobar Pneumonia
o Aspiration Pneumonia
 Empyema
 Emphysema
 Treatment
 Most of antibiotic are use for treating the
Respiratory Trace Infection bacterial infections.

• Penicillin
• Macrolide
• Fluoroquinolone
• Cephalosporin
 Macrolides
 Macrolides are class of drug which belong to antibiotic.
 Macrolides are protein synthesis inhibiter and mechanism of
action is inhibition of bacterial protein biosynthesis.

 Common antibiotic of Macrolide ……

 Azithromycin
 Clarithromycin
 Erthromycin
 Roxithromycin
 Clarithromycin

 Widely use in treatment of URTI,LRTI, Skin Soft Tissue

Infections.
 Strongly recommended with triple regnum therapy for
eradication of H. pylori pathogen.
 Excellent coverage against Gram+ve , Gram -ve and
Atypical bacteria.
 Convenient dosage . B.I.D
 Available in all strength. (Tab/Susp/Inj/Drop).
 Coverage of Clarithromycin….

Gram +ve Gram –ve Other Microorganism

Microorganism Microorganism

Stap. aureus H.influenzae  Mycoplasma pneumoniae

 Chlamydia pneumoniae
 H.pylori

Strep. pneumoniae H.parainfluenzae

Strep. pyogenes Moraxella catarrhalis

 Available Brand
 Kalracid Abbott Laboratories
 Claritek Getz Pharma
 E-Clar Tabros Pharma
 Ultima Macter International
 Karibact Merck Marker
 Clarithro Nabi Qasim
 Neo – Klar CCL
 Clacin Werrick
Scenario Analysis
 Kalaricid (Abbt) 250mg Claritek (Getz) 250mg

Region Name Base Town Sales Region Name Base Town Sales

Karachi Karachi 7

Total - Total -
Quetta Quetta

Total - Total -

Hyderabad Hyderabad 3 TM 3500

MPK 1 TM 1200
LRK 2 TM 1000
Total - Total 5,700

Sukkur Sukkur 2 TM 400

Total - Total 400

Multan MUL + LAY (3 TM) 1000 Multan MUL + LAY (3 TM) 700
(Rashid) DGK (1 TM) 600 (A.Shamsi) DGK (1 TM) 500
BWP + BWN (1 TM) 650 BWP + BWN (2TM) 400

Total 2,250 Total 1,600

Lahore 7 TMs 5000 Lahore 10 TMs 540

Shaiwal + Okara 1 TM 250 Shaiwal + Okara 1 TM 300

Total 5250 Total 840

Rawalpindi Rawalpindi Raawalpindi (6 TMs) 4500

Abbottabad (1 TM) 450
Jhalum (1 TM) 1000
Total - Total 5,950

Faisalabad 3 TM 1200 Faisalabad

Jhang - 500
Sargodha 1 TM 700
Total 2,400 Total -
Peshawar Peshawar 800

Total 9,900 14,490

 Kalaricid (Abbt) 500mg Claritek (Getz) 500mg

Region Name Base Town Sales Region Name Base Town Sales
Karachi Karachi 7

Total - Total -

Quetta Quetta

Total - Total -

Hyderabad Hyderabad 3 TM 1100

MPK 1 TM 500
LRK 2 TM 300

Total - Total 1,900

Sukkur Sukkur 2 TMs 243

Total - Total 0 243

Multan MUL + LAY (3 TM) 400 Multan MUL (3 TM) 300

(Amir) DGK (1 TM) 200 DGK (1 TM) 300
BWP + BWN (1 TM) 250 BWP + BWN (2TM) 200
Total 850 Total 800
Lahore 7 TMs 3500 Lahore 10 TMs 1400
Shaiwal + Okara 1 TM 200 Shaiwal + Okara 1 TM 150

Total 3700 Total 1550

Rawalpindi Rawalpindi 6 TMs Based 1800

Shaiwal + Okara 1 TM 200 Abbottabad (1 TM) 200
Jhalum (1 TM) 500

Total 200 Total 2,500

Faisalabad 3 TM 700 Faisalabad

Jhang - 200
Sargodha 1 TM 300
Total 1,200 Total -

Peshawar Peshawar 350

Total 2250 Total 5,443

 Kalaricid (Abbt) Susp Claritek (Geta) Susp
Region Name Base Town Sales Region Name Base Town Sales
Karachi Karachi 7

Total - Total -

Quetta Quetta

Total - Total -
Hyderabad 3 TM 4000
Hyderabad MPK 1 TM 1500
LRK 2 TM 1000
Total - Total 6,500

Sukkur Sukkur 2 TMs 1189

Rahim Yar Khan 1 TM 713
Total - Total 1,902

Multan MUL + LAY (3 TM) 800 Multan MUL (3 TM) 500

(Amir) DGK (1 TM) 800 (A. Shamsi) DGK (1 TM) 400
BWP + BWN (1 TM) 550 BWP + BWN (2TM) 200
Total 2,150 Total 1,100

Lahore 7 TMs 1200 Lahore 10 TMs 600

Shaiwal + Okara 1 TM 300 Shaiwal + Okara 1 TM 250

Total 1500 Total 850

Rawalpindi Rawalpindi 6 TMs based 4500

Abbottabad (1 TM) 700
Jhalum (1 TM) 1300
Total 1,500 Total 6,500
Faisalabad 3 TM 2000 Faisalabad
Jhang - 200
Sargodha 1 TM 300

Total 2,500 Total -

Peshawar Peshawar 2500

Total 7,650 Total 15,752

 Claritek (Getz)
Theme / “health & hygiene”
Campaign
Kalracid (Abbott)
Slogan “Standing strong Against
Theme / “An effective and Challenging CARTIs”
Campaign compliable RTI antibiotic”  Pharyngitis
Major Target
Indications  Tonsilitis
Slogan “The Right choice”  Sinusitis
 Acute Otitis Media
 CAP
Major Target  CAP
Indications  Tonsillopharyngitis  GPs
Major Target
 Sinusitis Audience  Pediatrician
 Bronchitis  Physician
Major Target  GPs
Audience Activities  Orange day
 Chest specialist
 Participant in Local
 Pediatrician
conference
 Physician
 Samples
Activities  CME oTab 250mg = 100/TM
 Local conference o Susp = 100/TM
participation o Drop = 100/TM
 Samples
o Tab 250mg = 150 P/S
per TM
o Tab 500mg = 50 P/S per
 IMS QTR 2/2009
TABLET / CAPSULES & ORAL SUSPENSION

PRODDUCT PACK SIZE COMPANY 12 MONTHS (MAT) TO DATE

UNITS VALUE SHARE % GROWTH %

Kalaricid - 1,308,200 369,181,000 15.70 44.00

250 mg Tab 10's 357,000 108,822,000 29.50 27.00
500 mg Tab 10's Abbot 194,100 106,976,000 29.00 58.00
500 mg Tab la 5's 226,300 43,279,000 11.70 47.00
125 mg Suspension 60ml 329,800 88,187,000 23.90 51.00

Claritek - 114,200 189,022,000 8.00 35.00

250 mg Tab 10's 292,300 49,573,000 26.20 18.00
500 mg Tab 10's 100,400 32,390,000 17.10 28.00
Getz
500 mg Tab XL 5's 18,100 3,083,000 1.60
125 mg Suspension 50ml 342,800 67,313,000 35.60 47.00
125 mg Drop 25 ml 388,600 36,663,000 19.40 38.00

E- Clar - 477,700 59,869,000 2.50 34.00

250 mg Tab 10's 165,300 22,045,000 36.80 20.00
500 mg Tab 10's Tabros 27,200 6,469,000 10.80 25.00
125 mg Suspension 60ml 120,200 18,388,000 30.70 45.00
125 mg Drop 25ml 165,100 12,968,000 21.70 57.00

Ultima - 25,800 41,897,000 1.80 -5.00

250 mg Tab 10's 145,300 18,223,000 43.50 -9.00
Macter
500 mg Tab 10's 55,600 13,195,000 31.50 -3.00
125 mg Suspension 60ml 57,700 10,479,000 25.00 2.00
 Competitor Analysis/ Kalracid
Strengths Weaknesses
• Good company image • Poor coverage in peripheral areas.

• Short field force (63 TMs)

• Brand leader in market.
• High price
• Promoting in three group.

• Strong coverage on chest,

Physicians & GPs.

• Wall trained FF.

• Available in 4 formulation.
 Competitor Analysis/ Claritek
Strengths Weaknesses
• Good company image • Short field force (60 TMs)

• Low incentive.
• Strong promotional back up.

• Promoting in two group. • Low coverage in chest segment.

• Strong coverage on Paed,

Physicians & GPs.

• Available in 5 formulation.
Pharmacology
 Larith Tab/Susp Clarithromycin)

Pharmacology

 Bind to the 50S ribosomal subunit of susceptible

microorganisms, resulting in inhibition of protein
synthesis.
 Pharmacokinetics
PK Parameter Clarithromycin
Bioavailability  50%.

Peak Plasma Concentration  2 to 3 hours

Distribution  Widely distributed in body tissue
and fluid
Elimination  20 to 40% excreted in urine as un
changed form.
Half Life  250 mg is 2 to 4 hours.
 500mg is 5 to 7 hours.
Pregnancy  Fall in C category

Protein binding  Low binding

 Adverse Reaction
 Headache  Nightmare
 Anxiety  Diarrhea
 Dizziness  Abnormal taste (7%)
 Insomnia

Drug Interaction
 Co administration of Larith with cisapride, & Benzodiazepines may cause
some serious effects like cardiac arrhythmias and prolong CNS effects.
 Product Profile
Brand Name Larith
Category Anti biotic (Macrolide)
Active Ingredient Clarithromycin
Formulation Tab. 250mg & 500mg
Susp. 125mg/5ml
Pack size Tab 250mg 10`s
Tab. 500mg 10`s
Dry susp. 60ml
Price Tab 250mg = Rs. 240.00
Tab 500mg = Rs. 445.00
Susp 125/5ml = Rs. 223.00
 Dosage & Administration
AGE Diseases DOSE DURATION
Chronic Bronchitis 500mg b.i.d 7 days

Acute Otits Media 500mg b.i.d 10 days

CAP 250mg b.i.d 7 days

Adult (H. Influenza, S.
Pneumonia)
Pharyngitis & 250mg b.i.d 10 days
Tonsillitis,
SSTI 250mg b.i.d 7 to 14 days

Sinusitis 500mg b.i.d 14 days

 Dosage & Administration
AGE Diseases DOSE DURATION
Chronic Bronchitis 7.5mg/kg wt 10 days

Acute Otits Media 7.5mg/kg wt 10 days

CAP 7.5mg/kg wt 10 days

Children (H. Influenza, S.
(6 mo of age & Pneumonia)
older) Pharyngitis & 7.5mg/kg wt 10 days
Tonsillitis,
SSTI 7.5mg/kg wt 10 days

Sinusitis 7.5mg/kg wt 10 days

 Triple Regime Therapy for eradication of
H.Pylori Infection (Ulceration)

AGE Diseases DOSE DURATION

Larith = 500mg b.i.d 10 to 14 days
Zoleric = 20mg b.i.d
Adult H.Pylori Amoxicillin = 1 gm b.i.d
Larith = 500mg b.i.d 10 to 14 days
Zoleric = 20mg b.i.d
Metronidazole = 400 gm b.i.d
 SWOT
Strengths
Analysis Larith
Weaknesses
• Good company image • Low coverage in Paed & Chest
• Large number of Field Force (83 TMs). segment.
• Strong coverage on GPs. • Incomplete range.
• Good penetration in peripheral areas. • Late arrival in market.
• High price
• Launched in 1 group.

Opportunities Threats
• Sizeable market (apprx.1.02 billion) • Low priced brands are available in
• Growing market trend. markets.
• Wide indications available in chest, • High promotional back up of
Paeds ,Medicine. competitors.
• Co-promotion with PPI. (Zoleric)
 GAP
 Paeds
 Chest
 GPs
 Peripheries
 Larith Tab/Susp
 Target Indications:

• Sinusitis • Skin and soft tissue

• Pharyngitis infections
• Bronchitis • Suppression of H.Pylori
• Pneumonia
 Larith Tab/Susp
 Target Audience
• GPs
• Pediatricians
• Physician
• Chest specialist
 Quantitative objectives
 To achieve the target of 3.0 million in the year of
2010.

Qualitative objectives

 Consolidate the prescription of Larith in GPs.

 Focus and make crew of Paeds, chest and GPs.
 Convert the prescribers of clarithromycin into Larith.
 Strategy
 Provide trial samples of Larith Tab/Susp to 10 GPs for 10
patients.
 Participate in Paeds and chest conferences for increasing
noise level of brand .
 Celebrating “World children day” on 20th Nov.
 Elite gifts for family physicians as 5 per ASMs.
 CME of 40 doctors in Murree.
 TACTICAL PLAN:

Tactic: Trial P/S of Larith to A Class GPs.

Date, Time Responsibility Action Resources Cost

o Prepare the list of 10 potential Rx of o Total Comm. of Tab

Clarithromycin per TM. o Head 250mg = 1,000 catch
o Jan`10 PM/SM/ASM o Discuss the list to SM/ASMs. Office cover.
o Provide the 5 days dose of Tab and o Total susp 800
Susp to each targeted drs. (5 adult & bottle.
5 children dose)
o Strong follow up of TM & ASM.
 TACTICAL PLAN:

Tactic: CME on 45 A Class GPs at Bali+Bangkok/Tashqand

Date, Time Responsibil Action Resources Cost

ity
o dispatching a letter of CME to SM/ASM
in the month of Mar`10. o Traveling o Traveling cost per
o July`10 PM/SM o Make a list of drs (7 drs/SM) Agent drs is Rs.50,000 x 45
ASM o All drs are huge Rx of Clarithromycin = 2,250,000
and priority peripheral areas GPs.
o Arrangement of all traveling program
before 30 June`10.
o Departure to destination in the mid of
July`10.
 TACTICAL PLAN:

Tactic: Family picnic in Dream world of Family Physicians/GPs

Date, Time Responsibi Action Resources Cost

lity
o Prepare the list of drs. o 50 drs x 5 x 2000 =
o Finalize the list of 25 drs from KHI. H.O 500,000
o Mar`10 BUM/PMS o Finalize the list of 25 drs from HYD.
M/ o Booking of Dream world
o Finalize the activity time. Total = 500,000
o At least 5 member from each drs.

oTag with Gen-M

oShare 30% of Larith
 TACTICAL PLAN:

Tactic: Participate in Peads conference

Date, Responsibi Action Resources Cost

Time lity
o Registration for stall.
o Paeds o Prepare the welcome banners, backdrop o Venders o Stall Rs.
cone BUM/PMS and standing banners in last weak of Total Rs.
70,000/-
o H.O
M/ March`09. 110,000
(April`10) o Banners Rs.
o Arrange the amount from H.O for 25,000/-
Refreshment in the month of April`09. o Refreshments
o Prepare the giveaways for drs. Of Rs. 15,000/-
paedscone.
 TACTICAL PLAN:

Tactic: Distribute elite gifts (perfume/Clinical instruments) as A class Family

Physicians/Consultants.

Date, Responsibi Action Resources Cost

Time lity
o Ask the drs list 5 per ASM. o Exclusives gifts
o Receiving a list of drs. From FF. o Head 3,000x 95 = Rs. 190,000
o Discuss the drs list to SM/ASM. Office x 4 = 760,000
o QTR-1 BUM/PM o Finalize the list of 5 drs/ASM.
o QTR-2 o Cost of each gift is Rs.5,000/-
o QTR-3 Total cost Rs
760,000
 TACTICAL PLAN:

Tactic: H. pylori camp with Zoleric on A` class GPs

Date, Time Responsibility Action Resources Cost

o Target A Class GPs

Total cost =
o Each ASM plan 18 camps in his region. o Material o Each taste cost is
410,000
o May`10 PM/SM/ASM o Plan 25 patients for each camps. provide by Rs.50 x 25x 325 =
o June`10 o Each ASM plan 3 camps per day. H.O 410,000.
o Prepare the list of targeted drs.
o Approval from SM/BUM.
o Paste camp poster at dr clininc.
 TACTICAL PLAN:

Tactic: Larith Fiesta for Consultants of Central /North zone

Date, Time Responsibility Action Resources Cost

o Targeted 20 huge Rx of Clarithromycin o 40 drs x 5 family

(Conslt). Rs 400,000
members x 2000 =
o Activity allocated for LHR & RWP o H.O 400,000
o Jully`10 regions.
PM/SM/ASM
o Approval of targeted lists from SM/BUM
before 31`May`10.
o Arrangement of water world (LHR) and
Olivia Garden (RWP) before 25 June`10.
o Activity plan on mid of July`10
 TACTICAL PLAN:

Tactic: Distribute the tong depressor for Pediatricians & A class GPs

Date, Time Responsibil Action Resources Cost

ity
o Distribute to all enlisted pediatrician.
o Head
o QTR-1 ASM/TM Office
o QTR-2
o QTR-3
o QTR-4
THANKS