analySEEs

2008
Marketing Plan

Ciprofloxacin

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1.0 Market Summary

Ciprofloxacin is an antibiotic of Fluoroquinolones group. Ciprofloxacin is the fifth

largest generic in the total Pharma market. At the same time this market is
continuously growing. Almost all leading companies paid their deep concentration
in this market and this generic market has become more competitive. The leading
brand Ciprocin (SQA) enjoys 20% share of Ciprofloxacin market. On the other hand
the second brand leader Neofloxin continuously is loosing its market share. For that
reason they reduced the price of all strength of Neofloxin. After that almost all
leading brands including Ciprocin have become available at reduced price.
Introduction of powder for suspension form add new cherry to the Ciprofloxacin
market. Consecutive introduction of Ciprofloxacin suspension by seven company
and price reduction issue make a noise in Ciprofloxacin market. So to compete in
the competition and to increase market share we are proposing two campaigns
named “Ciprofloxacin Patron” and “Ciprofloxacin Idol”.

OVERVIEW OF THERAPEUTIC MARKET

2008 2007 2006

Therapeutic Class/
Sub-class
Val* Sh% Gr.% Val* Sh% Gr.% Val* Sh% Gr.%

Cephalosporins & Combs 3081 46 10 2802 43 9 2583 41 8

Fluoroquinolones 1651 24 4 1583 24 6 1489 24 14

Penicillins 1105 16 -12 1260 19 -6 1335 21 -4

Macrolides & Similar Types 566 8 12 504 8 6 474 7 9

Trimethoprim Combs 160 2 -21 203 3 -11 229 4 -21

Tetracyclines & Combs 143 2 -16 170 3 -7 183 3 -7

Aminoglycosides 18 1 -3 19 0 -16 22 0 8
Chloramphenicols &
9 0 -28 13 0 -11 14 0 -21
Combs
Other Antibiotics 11 0 -9 12 0 82 7 0 1

Source: IMS 2nd Q, 2008; Value in BDT million

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 OVERVIEW OF THERAPEUTIC MARKET BY MARKET SHARE (2008)

2% 3%
8%

16%
46%

24%

Cephalosporins & Combs Fluoroquinolones

Penicillins Macrolides & Similar Types
Trimethoprim Combs Other Antibiotics

Source: IMS 2nd Q, 2008

2.0 Leading players

Year Brand Name Company Name Position *Value Share (%) Growth (%)
Ciprocin Square 1st 195 19.24 -1.38
Neofloxin Beximco 2nd 103 10.11 -18.33
Flontin Renata 3rd 70 6.92 4.17
2008
Quinox Eskayef 4th 63 6.20 17.10
Cipro-A Acme 5th 55 5.41 -7.69
Ciprox Opsonin 6th 44 4.32 2.18
Ciprocin Square 1st 198 20.06 8.74
Neofloxin Beximco 2nd 126 12.74 -3.01
2007 Flontin Renata 3rd 67 6.83 12.35
Cipro-A Acme 4th 59 6.02 7.75
Quinox Eskayef 5th 54 5.45 -19.37
Ciprox Opsonin 6th 43 4.35 0.63
Ciprocin Square 1st 182 18.22 4.50
Neofloxin Beximco 2nd 130 12.97 39.01
2006 Quinox Eskayef 3rd 67 6.67 9.79
Flontin Renata 4th 60 6.00 1.63
Cipro-A Acme 5th 55 5.52 4.47

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 Maprocin Orion 6th 50 5.02 8.63
Source: IMS 2nd Q, 2008; Value in BDT million
3.0 Competition

DIRECT COMPETITION

2008 2007
Brand Company
Value Share (%) Growth (%) Value Share (%) Growth (%)

Ciprocin Square 195 19 -1 198 20 9

Neofloxin Beximco 103 10 -18 126 13 -3

Flontin Renata 70 7 4 67 7 12

Quinox Eskayef 63 6 17 54 5 -19

Cipro-A Acme 55 5 -8 59 6 8

Ciprox Opsonin 44 4 2 43 4 1

Ciprofloxacin 1,015 63 3 988 64 2

Source: IMS 2nd Q, 2008; Value in BDT million

INDIRECT COMPETITION

Ciprofloxacin will compete indirectly with Levofloxacin, Gatifloxacin, Nalidaxic acid

and Cefradine preparations of the market.

2008 2007
Brand Company
Value Share (%) Growth (%) Value Share (%) Growth (%)

Levoxin IAP 48 16.70 -31.81 70 26.16 35.87

Trevox SQA 33 11.57 -4.10 34 12.89 72.41

Ovel ATP 30 10.64 88.88 16 6.02 999

Evo BXM 20 7.05 139.15 8 3.15 999

Levox OPI 18 6.18 -54.13 38 14.39 15.90

Levofloxacin 285 17.79 6.83 267 17.25 55.70

Source: IMS 2nd Q, 2008; Value in BDT million

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 2008 2007
Brand Company
Value Share (%) Growth (%) Value Share (%) Growth (%)

Gati SQA 18 20.20 178.94 7 25.60 999

Gatiflox IAP 16 18.13 12.19 7 29.11 999

Gatlin RTA 15 17.00 98.32 8 30.30 999

Gatifloxacin 90 5.62 253.55 25 1.65 999

Source: IMS 2nd Q, 2008; Value in BDT million

2008 2007
Brand Company
Value Share (%) Growth (%) Value Share (%) Growth (%)

Lebac SQA 186 17.48 11.90 166 15.94 18.40

Sefrad SA 176 16.55 -11.01 198 18.98 -11.67

Skcef SK+f 120 11.27 2.64 117 11.20 2.42

Avlocef ACI 56 5.32 -28.17 78 7.43 2.67

Cephran OPI 26 2.48 1.59 26 2.49 -14.67

Cefradine 1065 49.55 2.05 1044 53.39 3.98

Source: IMS 2nd Q, 2008; Value in BDT million

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4.0 Product Definition

Therapeutic class : Flouroquinolones

Sub-therapeutic class : Oral Flouroquinolones
Dosage form : Tablet, Powder for Suspension
Generic name : Ciprofloxacin Hydrochloride USP

Mechanism of action:
The mode of action involves the inhibition of DNA gyrase and Topoisomerase II,
which mediates the formation of supercoils of DNA. The process is necessary for
compacting the bacterial chromosomes within the cell and ultimately DNA synthesis
is hampered.

PRICE ANALYSIS

Brand Pack MRP/Tab

Company Dosage form Strength
Name size (BDT)
Tablet 250 mg Tab 10x3 8.50
Ciprocin Square Tablet 500 mg Tab 10x2 14.00
Tablet 750 mg Tab 10x2 18.00
Tablet 250 mg Tab 10x5 8.50
Tablet 500 mg Tab 10x4 14.00
Neofloxin Beximco
Tablet 750 mg Tab 10x3 18.00
XR Tablet 500 mg XR Tab 10x2 15.00
Tablet 250 mg Tab 10x2 8.50
Flontin Reneta Tablet 500 mg Tab 10x3 14.00
Powder for Susp 250 mg/5 ml 60 ml 60.00
Tablet 250 mg Tab 10x3 8.50
Tablet 500 mg Tab 10x3 14.00
Quinox Eskayef
Tablet 750 mg Tab 10x1 18.00
Powder for Susp 250 mg/5 ml 60 ml 60.00
Tablet 250 mg tablet 10x5 8.50
Tablet 500 mg tablet 10x3 14.00
Floxabid ACI
Tablet 750 mg tablet 10x2 18.00
Powder for Susp 250 mg/5 ml 60 ml 60.00

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5.0 SWOT Analysis

Strengths
• The molecule of choice in the treatment of enteric infection.
• Strong perception of all-rounder antibiotic.
• All the possible dosage forms of Ciprofloxacin are prescribed.

Weaknesses
• Reported side-effects.
• Expensive than Penicillins
• Less effective than 3rd and 4th generation Cephalosporins

Opportunities
• Ciprofloxacin market is continuously growing and now holding the fifth highest
selling molecule in Bangladesh Pharma Market.
• Specialist wise doctor’s promotion will be the new opportunity to maximize
the market share.

Threats
• Strong brand focuses of the leading companies increase the competition in
this generic market.
• Threatening growth of 3rd and 4th generation Cephalosporins

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6.0 Positioning

Ciprofloxacin – an all round protection against bacterial infections.

Ciprofloxacin an ideal drug in the treatment of -

• Enteric infections
• Urinary tract infection
• Gastrointestinal tract infections

Market Segmentation

Ciprofloxacin tablet can be promoted to the following doctors -

a. Doctors who prescribe Ciprofloxacin

b. Doctors who prescribe Cephradine
c. Doctors who prescribe Azithromycin for the treatment of enteric
infection.

Ciprofloxacin powder for suspension will be promoted to the following doctors -

a. Doctors who prescribe Erythromycin suspension

b. Doctors who prescribe Azithromycin suspension
c. Doctors who prescribe Cephradine suspension
d. Doctors who prescribe Nalidixic Acid suspension

Target Doctors

Doctor Categories
General Practitioners
Gynecologists
Pediatricians
Medicine specialists
Gastroenterologists
Surgeons
Internee Doctors

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7.0 Communication strategies

No. of Detailing Promotions : 06

No. of Reminder Promotions : 12

No. of Clinical Meeting : 03

Gifts / Special Campaigns : 03

Promotional Campaigns

Campaign-01

1. Objective:
• To establish Ciprofloxacin as the drug of choice in the treatment of UTI

2. Activities:
• Special promotion highlighting Urinary tract infection to selective six
hundreds gynecologist.
• Reminder promotion to make extra thirst to other target doctors.

3 Duration: January to April 2008

4. Cycle Promotion

Month
Promotion
January February March April
Detailing √ √
Reminder √ √ √ √
Gifts √

5. Target doctors: Gynecologists

General Practitioners
Medicine specialists
Gastroenterologists
Internee Doctors

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6. Promotional tools: Sample, PPM and gift (Pocket tissue / Money parts)
Campaign -02

1. Objective:
• To build five trustworthy prescribers of Ciprofloxacin powder for
suspension in each territory.

2. Activities:
• Special promotion highlighting the Pediatric typhoid and diarrhea to
selective Pediatricians and GPs.
• Reminder promotion to make extra thirst to other target doctors.

3 Duration: May to August 2008

4. Cycle Promotion

Month
Promotion
May Jun July August
Detailing √ √
Reminder √ √ √ √
Gifts √

5. Target doctors: Pediatricians

General Practitioners
Gynecologists
Medicine specialists
Gastroenterologists
Internee Doctors

6. Promotional tools: Sample, PPM and gifts (Pen / Coffee maker)

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Campaign -03

1. Objective:
• To establish Ciprofloxacin as the drug of choice in the treatment of
typhoid fever.

2. Activities:
• Special promotion highlighting typhoid fever to selective GPs.
• Reminder promotion to make extra thirst to other target doctors

3 Duration: September to December 2008

4. Cycle Promotion

Month
Promotion
September October November December
Detailing √ √
Reminder √ √ √ √
Gifts √

5. Target doctors: General Practitioners

Gynecologists
Medicine specialists
Gastroenterologists
Internee Doctors

6. Promotional tools: Sample and gifts (Liquid soap / Card holder / Tissue box)

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8.0 Some Brands currently available in the global market

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 Edited By:
Mamun Ahmed
&
Thomas White

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info@analysees.co.uk
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