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Marketing Plan Esomax
Marketing Plan Esomax
MARKETING PLAN
EXECUTIVE SUMMARY
Brand name is ESOMAX
Molecule - Esomeprazole
Tablet – 20 mg 40 mg capsules
Rx %
TOTAL PRE-
SCRIPTION
NEXIUM
ESSO
CONTRIBUTION OF SPECIALITY
Highest contribution in share is from GP , RMO
and PHYSCIAN from total prescription of
40
30
20
10
0
PS AN N N
E T R S Y O
G IC EO
GY
EN CA P RM
S RG
Y
PH SU
Patient analysis
20
Chart Title
15
Axis Title10
0
male female
ANTI ULCERANTS
PKR
PKR 13M
11M
9M
8M
value
373M
313M
257M
210M
20mg 14
40mg 14
NEXUM GTZ 243.10
40mg 14
20,000,000 18M
15,000,000 14M
13M
10,000,000
5,000,000
0
2012 2013 2014 2015
ESOMAX ANALYSIS - UNITS
UNITS
140,000 125,577
120,000
104,112
100,000
80,674
80,000 74,893
60,000
40,000
20,000
0
2012 2013 2014 2015
ESOMAX ANALYSIS– units
Series 3 20mg
41,409
2012
33,484
41,601
2013
39,073
54,454
2014
49,658
70,661
2015
54,916
ESOMAX ANALYSIS– value
Series 3 20mg
8,869,808
2012
4,383,055
8,910,935
2013
5,114,655
11,664,047
2014
6,500,232
15,135,586
2015
7,188,506
ESOMAX ANALYSIS– 40mg
Series 3 20mg
66.93
2012
33.07
63.53
2013
36.47
64.21
2014
35.79
67.80
2015
32.2
SITUATIONAL ANALYSIS
There is very tough competition in the market as
number of companies already getting good share from
the market but there is a lot of opportunity for us to
explore the major share through smart and project
working as well as effective planning.
INDICATIONS
GERD
Maintenance of Erosive
Esophagitis
GP
Gastro
Physicians
SURGEONS
Gynae
Objective
To develop 36 Million Brand in the year
Short
of 2016-17 with the Growth of 46%.
term
Efficacious and
affordable brand
for a smiling
stomach
Marketing Strategy
OPPORTUNITIES THREATS
• Huge and fastest growing • Increasing Number of
market Competitors
• Favorable growth of generic • Threaten with the new entrants
• Doctor urge to shift or try new • Tough competition due to
brand established brands in market
• Increasing awareness of safety
in pregnancy.
MARKETING ACTIVITY
Activity Planned
Activities
• For doctors of Karachi, Sindh and Rahim Yar khan destination will be
Dream World or Country side Chellete.
• All CMEs will be finalized in July 2013 and letter should be issued to
doctors for confirmation of final programme, so that we can get 50%
business before CME
Thanks