1.

Lokesh patil (22) Madhura jagtap (10) Animesh Amal (01) Vishal mehta (16) Khus
hbu Mascarenhas (13)
2. Executive Summary
Brand name is Esoz 20
Molecule - Esomeprazole
Tablet 20 mg
tablet Target Doctors - CP, GP, Gastro, Sur, Gynaec
Total market for Esomeprazol
e is Rs 102.23 cr Market growth 23.14%
3. Disease & Market definition 1. Gastro esophageal reflux disease: ( GERD) It i
s a chronic symptom of mucosal damage caused by stomach acid coming up from the
stomach into the esophagus tube. 2. Heart burn: It is a painful burning feeling
in the chest or throat. It happens when stomach acid backs up into esophagus tub
e that carries food from mouth to stomach. 3. Dyspepsia: Means indigestion
4. Epidemiology Trigger factors: 1. Age- Most of the studies have included popul
ation above the age of 18 years or older who is affecting from this disease. 2.
Dietary Factors- spicy, fried or food prepared outside the home contributed insi
gnificantly to worsening of symptoms. 3. NSAIDs- same drugs like aspirin ( incre
ase acid secretions) 4. Helicobacter Pylori infection: (Responsible for ulcer) I
t is a gram negative bacterium found in stomach. present in patients with chroni
c gastritis and gastric ulcers, conditions.
5. Esomeprazole Profile 1. Indication:
GERD Healing of Erosive Esophagitis Maint
enance of Erosive Esophagitis Peptic Ulcer disease Risk reduction of NSAID- Asso
ciated Gastic Ulcers Acid Peptic Disorders
6. Mechanism of Acid Secretion Proton pump is a catalytic enzyme. Present in the
parietal cells. Histamine, Acetylcholine and Gastrin are the three important st
imuli for acid secretion. Final step in acid production in activation of proton
pump.
7. Mechanism of Action- PPI inhibitors Acetylcholine, gastrin and histamine can
increase the acid production with increasing the activity of proton pump. PPI bl
ocks the final step of acid production. Therefore reduce the acidity of the stom
ach contents leaking into the esophagus, which reduces the incidence of heartbur
n.
8. Dosage and Administration Indication Dose (mg) Duration Healing of erosive es
ophagitis 20-40 4-8 Weeks Symptomatic relief of GERD 20 4 Weeks To prevent repla
ce of GERD 20 For eradication of H.pylori infection 40 Once daily for up to 6 mo
nths Once daily for up to 10 months
9. Esomeprazole Profile Side effect: Headache Flatulence (gas) Nausea Dry mouth/
Diarrhoea Precautions: Efficacy and safety in pediatric patents and in pregnant w
omen and nursing mother have not been established
10. SWOT Analysis STRENGTHS AND WEAKNESSES Management of multiple indications Fi
xed dose combination Company with well trained workforce Late entrance. Cant be g
iven in pregnancy & Lactating females Issue in paediatric patients (use only in
above 12 yr age) OPPORTUNITIES AND THREATS Growing therapeutic segment. Increase
patients High market value (102 cr) High competitors. New combinations for indi
cations.
11. Key issues contraindicated in patients with known hypersensitivity to any co
mponent of the formulation or to substituted benzimidazoles. contraindicated in
patients with a known hypersensitivity to any macrolide antibiotic. should be ta
ken at least one hour before meals. serious side effects, including: symptoms of
a low magnesium blood level
12. Market analysis 11/1/2013 12
13. Competitive Analysis 1) In Terms of Molecules / All PPI: PH maintaining Time
period Median PH>4 Time period (Hrs) Esomeprazole 16.7 hrs Lansoprazole Rabepra
zole Pnatorazole Omeprazole 12.7 hrs 10.8 hrs 10.5 hrs 10.4 hrs
14. Competitive Analysis 2) In Terms of Market: Indian Pharmaceutical Market: 72
.760 Crs Growing at Rate: 10.5% Value of Gastro Intestinal market is 7613Crs. Ga
stro is on 3rd position in terms of value. Growth is 7.3% annually. Total Esomep
razole market is growing with 23.14% annually. Esomeprazole-20 mg market is grow
ing with 13.85% annually.
15. Competitive Analysis Major players in Esomeprazole Market: COMPANIES TORRENT
ASTRAZENECA SUN PHARMACEUTICAL RANBAXY LABORATORIES CIPLA MICRO LABS ALKEM ABBO
TT HEALTHCARE M.S. 34.4 26.2 15.2 9.5 2.0 1.1 1.0 0.1 Major players in Esomepraz
ole 20mg Tab Market: Companies M.S. TORRENT 33.93 ASTRAZENECA 21.03 SUN PHARMACE

UTICAL 13.68 RANBAXY LABORATORIES 8.57 Alkem 4.67

16. Esomeprazole 5Cs insights customer Doctors & chemists are over crowded by lar
ge no. of drugs and diff. prices. Doctors knows importantance of PPI MR focus on
chemist concurrently with launch consumer Target to special class, special case
s because of its feature. There are some old established brands which sticks to
the patient mind. patients need effective solutions competition Weekly feedback
collection compound Most effective Safe Sales/ MS to be measured each quarter, t
hen monthly 2013. Analyze competitor activity and market Higher availability Imm
ediate acting PPI Highest healing rate 94.1% channels Distributors play a major
role in the availability. Shortage can affect sales negatively. Bonus strategy.
MR rewarding system.
17. Vision & values To emerge as a leading integrated research based global phar
maceutical compan Achievement We value achievement of objectives and consistentl
y strive towards our Vision, with perseverance. Respect We respect all our stake
holders. Knowledge We value knowledge such that it empowers our people to find i
nnovative solutions to manage change
18. Division It is a multi-specialty division. Its focus areas encompass interna
l medicine pediatrics, orthopedics and surgeons. Product Lists Cough Management A
nti-Infectives Stomatologicals Prokinetic / Anti-Nauseants Anti-Ulcerants Anti-P
rotozoal Pain Management Mucolytic Nutraceuticals Peripheral Arterial Diseases E
someprazole
19. Critical Success Factor Glenmark is ranked among the Top 5 Fastest Growing G
enerics Companies in the world. Huge customer base. Cost Efficiencies to result
into optimum prices to the customers and better margin. Understanding the Compet
ition. Duration of action.
20. Key Performance Indicators 11/1/2013 Target market coverage. Market share. N
o. of new prescriptions. Conversion rate. 21
21. BRAND STRATEGY 11/1/2013 22
22. Brand Name Glenmark pharma present.. Esoz 20 Esomeprazole magnesium 20 mg Tab
s with Buffer
23. Objective: Short Term And Long Term Short term Long term To achieve 2.5 Cr i
n the year of launch with 1.5% market share. To be a Top brand in the PPI market
by 2020
24. Indication Gastro esophageal reflux disease: ( GERD) Heart burn:
25. Market Segmentation: Pan India Metro Cities: Class 1 Cities Target customers
(GP) CP GAST Class 2 Cities SUR GYN
26. Prescription Analysis AS PER MAT JAN 2013 DATA RX/D/M 50 GP, 45 45 40 CP, 35
35 GAST, 30 30 25 GYN, 20 20 SUR, 15 15 10 5 0 GP CP GAST SUR GYN DOCTORS GP CP
GAST SUR GYN RX/D/D 45 35 30 15 20
27. DOCTOR CLASSIFICATIO Total Doctor- 150/MR Total no. of MR 400 Brack-up Dr by
Specialty GP SUR GYN GAST Physician Dr/MR 90 10 15 5 30 Class "A" 50 5 10 5 20
Class "B" 40 5 5 0 10 TOTAL 150 90 60
28. Field Force Planning Sales Force Planning Assumptions Total MRS MR Working Da
ys Call/Day Call /Month 1 400 24 24 10 10 240 96000 Dr Classification Class A Cl
ass B Dr/MR 90 60 Call to Dr/Month Calls to Dr/Month Dr Total/month 2 1 180 60 7
2000 24000 Total Dr by Specialty GP SUR GYN GAST Physician 150 Dr/MR 90 10 15 5
30 240 96000 Calls to Dr/Month Dr Total Class A 50 5 10 5 20 class B 40 5 5 0 10
100 10 20 10 40 40 5 5 0 10 140 15 25 10 50 = 240/MR 11/1/2013 29
29. PRICING Rs. For 20 mg Tab Price calculation Product out of Price control MRP
25.15 VAT (6%) -1.5 ED (6% + 3%) -1.54 22.11 Discount to Retailer -4.42 Price t
o Retailer (-ED & VAT) 17.69 Discount to Stockist 10% 1.76 Price to Stockist (NR
V) NRV 15.93 Company Margin (60%) 11/1/2013 20% Non-schedule 9.55 Basic Cost 6.3
8 30
30. Sales Forecasting 130000 160000 140000 120000 100000 80000 60000 40000 20000
0 125000 120000 115000 110000 105000 100000 95000 M1 25% M2 35% M3 40% 130000 Q
1 Q3 125000 M1 30% Q2 Q4 120000 115000 110000 105000 100000 M1 35% M2 35% M3 30%
M- month Q- Quarter M3 35% 160000 140000 120000 100000 80000 60000 40000 20000
0 M1 40% 95000 M2 35% M2 35% M3 25%
31. Q1 Month 1 Month 2 Month 3 Total Q2 Month 1 Month 2 Month 3 Total % 25% 35%
40% 20mg(Unit) 98,437.5 1,37,812.5 1,57,500 3,93,750 15,68,109.37 21,91,218.75 2

5,08,975 62,68,303.12 30% 35% 35% 1,18,125 1,37,812.5 1,37,812.5 3,93,750 18,81,
731.25 21,95,353.12 21,95,353.12 62,72,437.49 Q3 Month 1 Month 2 Month 3 Total Q
4 Month 1 Month 2 Month 3 Total % 35% 35% 30% 1,37,812.5 1,37,812.5 1,18,125 3,9
3,750 21,95,353.12 21,95,353.12 18,81,731.25 62,72,437.49 1,57,500 1,37,812.5 98
,437.5 25,08,975 21,91,218.75 15,68,109.37 62,68,303.12 11/1/2013 40% 35% 25% Va
lue(Rs) 3,93,750 15,75,000*15.93 = 32 2,50,81,481.22
32. Promotional expenses QUARTER WISE INPUT PLAN Total Promotional Expense: Rs.
30 lakhs Q1 (Rs.) Q2 (Rs.) Q3 (Rs.) Q4 (Rs.) Samples 4,20,000 4,20,000 4,20,000
4,20,000 Visual Aid 52,000 52,000 52,000 52,000 Brand reminders 2,25,000 2,25,00
0 2,25,000 2,25,000 Clinical Posters/LBL 1,20,000 1,20,000 1,20,000 1,20,000 4,5
0,000 Pen & prescription pad 1,20,500 1,20,500 1,20,500 1,20,500 1,50,000 Total
9,37,500 9,37,500 9,37,500 9,37,500 Promotional expense 30,00,000 cost as calcul
ated sampling 25.00% 7,50,000 gift 20.00% 6,00,000 campaign 15.00% 4,50,000 prin
t 4.00% 1,20,000 training 10.00% 3,00,000 meeting 6.00% 1,80,000 crm 15.00% ince
ntives 5.00% 30,00,000
33. Rs. 20 mg Sales (Rs.) Cost Of Goods (COGS) (40%) Units X NRV* 15,75,000*15.9
3 = 2.5 cr 0.0 1cr 0.0 1.5 cr 0.0 30 Lakh 0.0 6 Lakh 0.0 30 Lakh 7 Gross Margin
(Rs.) Less Advt & Promo (A&P) (20% of sales) Less Selling Expenses (4% of sales)
Less Marketing expenses (20% of sales) Less Distribution Expenses (5% of sales)
0.0 7.5 Lakh 8 Gross Profit Before Tax (PBT) 0.0 76,74,933 Lakh Brand P&L 1 Les
s 2 3 4 5 6 9 Total
34. COMMUNICATION STRATEGY 11/1/2013 Quality Brand at affordable price Most pref
erred drug in DERD, Heartburn case Quick Action in shorter duration of time Long
er half- life Most beneficial effect and most effective PPI 35
35. When acid strikes Esoz 20 Esomeprazole magnesium 20 mg Tabs with Buffer The
60 x 24 PPI Controls heartburn within a minute One tab irrespective of meals Atta
ins PH >6 within 60 seconds for immediate control of Heartburn Maintains PH >4 fo
r 22.5 hrs Total 24 hrs protection * Co-Rx with NSAIDs Ref: sherman et al. Am j
Gastroenterology 2009;104:1278-95 Mint flavor Escoz
36. Offering comprehensive Solution for Esomeprazole Treatment provides signific
antly greater gastric acid suppression than lansoprazole or pantoprazole Mean %
of time during that gastric PH was > 4.0 Esomeprazole Pantoprazole Lansoprazole
74.20% GERD HEARTBURN Rx Esoz 20 Esomeprazole magnesium 20 mg Tabs with Buffer O
ne Tablet / day Prize: 3.50 Rs / Tab 60.80% 66.50% Esoz 20
37. Esoz 20 Esomeprazole 20 mg Tabs with Buffer 7 Tablets Esoz 20
38. Prelaunch plan 1) One week surveys: PPI drugs usage? Which? why? better if?
Cost benefit concept? Which cases? Competitor perception? NEXPRO brand problems? V
IP Doctors ( 30/MR ) sample 5 min paper-less questioner + chemist feedback 2) S.
W.O.T Analysis: Rx Weight (ims) Chemist availability, self stock Distribution ch
annel analysis
39. Positioning messages plan Hammering strategy: Easy to use
3-4 sequential vis
its /Dr. Messages related gimmicks, LBL. Promotional tools 1st choice Positioning
Message plan Product samples every visit in first month. Annual (4 differentiating
positioning msg) Branding, competitor management campaigns. Higher bioavaila bil
ity safest
40. Direct to customer tactics 1) Doctor activity: - Event: group meeting, round
tables meeting - KOL conference, OR education camps - FDA approved badge ( as a
promotional tool ) - 3D demo CD ( how Esoz 20 is the best) - VIP visit ( 3 visit
/Month) 2) Field force activity: - Monthly meeting - Team campaigns - Attractive
incentive plan 3) Chemist activity: - Bonus plan - Our Product Stand
41. Direct to customer tactics 4) Patient activity: - Awareness materials - CDs i
n clinics waiting rooms - you tube classy real situations ads
42. Promotional Input Launching gift Promotional inputs
43. Promotional Input Educational material