Lokesh patil (22)

Madhura jagtap (10)

Animesh Amal (01)
Vishal mehta (16)
Khushbu Mascarenhas (13)
Executive Summary
Brand name is Esoz 20
Molecule - Esomeprazole

Tablet 20 mg tablet

Target Doctors - CP, GP, Gastro, Sur, Gynaec

Total market for Esomeprazole is Rs 102.23 cr

Market growth 23.14%

Disease & Market definition
1. Gastro esophageal reflux disease: ( GERD)
It is 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 tube that carries
food from mouth to stomach.

3. Dyspepsia:
Means indigestion



Epidemiology
Trigger factors:

1. Age- Most of the studies have included population 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 insignificantly to worsening of symptoms.

3. NSAIDs- same drugs like aspirin ( increase acid secretions)

4. Helicobacter Pylori infection: (Responsible for ulcer)
It is a gram negative bacterium found in stomach.
present in patients with chronic gastritis and gastric ulcers, conditions.




Esomeprazole Profile
1. Indication:
GERD
Healing of Erosive Esophagitis
Maintenance of Erosive Esophagitis
Peptic Ulcer disease
Risk reduction of NSAID- Associated Gastic Ulcers
Acid Peptic Disorders

Mechanism of Acid Secretion
Proton pump is a catalytic enzyme.


Present in the parietal cells.


Histamine, Acetylcholine and Gastrin are the three
important stimuli for acid secretion.


Final step in acid production in activation of proton
pump.

Mechanism of Action- PPI inhibitors
Acetylcholine, gastrin and histamine can increase the
acid production with increasing the activity of
proton pump.


PPI blocks the final step of acid production.



Therefore reduce the acidity of the stomach contents
leaking into the esophagus, which reduces the
incidence of heartburn.
Dosage and Administration
Indication Dose (mg) Duration
Healing of erosive esophagitis 20-40 4-8 Weeks
Symptomatic relief of GERD 20 4 Weeks
To prevent replace of GERD 20 Once daily for up to 6
months
For eradication of H.pylori
infection
40 Once daily for up to 10
months
Esomeprazole Profile
Side effect:
Headache
Flatulence (gas)
Nausea
Dry mouth/ Diarrhoea
Precautions:
Efficacy and safety in pediatric patents and in pregnant women and
nursing mother have not been established


SWOT Analysis
STRENGTHS AND
WEAKNESSES

Management of multiple indications
Fixed dose combination
Company with well trained
workforce





Late entrance.
Cant be given 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
indications.
Key issues
contraindicated in patients with known hypersensitivity to any component of
the formulation or to substituted benzimidazoles.

contraindicated in patients with a known hypersensitivity to any macrolide
antibiotic.

should be taken at least one hour before meals.

serious side effects, including: symptoms of a low magnesium blood level
Market analysis
6/11/2014 12
Competitive Analysis
1) In Terms of Molecules / All PPI:
PH maintaining Time period


Median PH>4 Time period (Hrs)
Esomeprazole 16.7 hrs
Lansoprazole 12.7 hrs
Rabeprazole 10.8 hrs
Pnatorazole 10.5 hrs
Omeprazole 10.4 hrs
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.
Gastro is on 3
rd
position in terms of value.
Growth is 7.3% annually.
Total Esomeprazole market is growing with 23.14%
annually.
Esomeprazole-20 mg market is growing with 13.85%
annually.
Competitive Analysis
Major players in Esomeprazole
Market:

COMPANIES M.S.
TORRENT 34.4
ASTRAZENECA 26.2
SUN PHARMACEUTICAL 15.2
RANBAXY LABORATORIES 9.5
CIPLA 2.0
MICRO LABS 1.1
ALKEM 1.0
ABBOTT HEALTHCARE 0.1
Major players in Esomeprazole
20mg Tab Market:

Companies M.S.
TORRENT 33.93
ASTRAZENECA 21.03
SUN PHARMACEUTICAL 13.68
RANBAXY LABORATORIES 8.57
Alkem 4.67
Esomeprazole 5Cs insights
Doctors &
chemists are
over crowded
by large no. of
drugs and diff.
prices.
Doctors knows
importantance
of PPI
MR focus on
chemist
concurrently
with launch
Target to special
class, special cases
because of its
feature.

There are some old
established brands
which sticks to the
patient mind.

patients need
effective solutions

Weekly feedback
collection

Sales/ MS to be
measured each
quarter, then
monthly 2013.

Analyze competitor
activity and market



Most effective

Safe

Higher
availability

Immediate
acting PPI

Highest healing
rate 94.1%
Distributors play
a major role in
the availability.

Shortage can
affect sales
negatively.

Bonus strategy.

MR rewarding
system.

customer consumer competition compound channels
Vision & values

To emerge as a leading integrated research based global
pharmaceutical compan

Achievement
We value achievement of objectives and consistently strive towards our
Vision, with perseverance.

Respect
We respect all our stakeholders.

Knowledge
We value knowledge such that it empowers our people to find innovative
solutions to manage change
Division
It is a multi-specialty division.
Its focus areas encompass internal medicine
pediatrics, orthopedics and surgeons.
Product Lists
Cough Management
Anti-Infectives
Stomatologicals
Prokinetic / Anti-Nauseants
Anti-Ulcerants
Anti-Protozoal
Pain Management
Mucolytic
Nutraceuticals
Peripheral Arterial Diseases
Esomeprazole
Critical Success Factor
Glenmark is ranked among the Top 5 Fastest Growing Generics
Companies in the world.
Huge customer base.
Cost Efficiencies to result into optimum prices to
the customers and better margin.
Understanding the Competition.
Duration of action.


Key Performance Indicators
Target market coverage.
Market share.
No. of new prescriptions.
Conversion rate.

6/11/2014 21
BRAND STRATEGY
22 6/11/2014
Brand Name
Esomeprazole magnesium 20 mg Tabs with Buffer
Glenmark
pharma
present..
Objective: Short Term And Long Term
To achieve 2.5 Cr in the year of launch with
1.5% market share.


Short term
Long term
To be a Top brand in the PPI market by 2020

Indication
Gastro esophageal reflux disease: ( GERD)
Heart burn:

Market Segmentation: Pan India

Metro Cities:
Class 1 Cities
Class 2 Cities
Target customers
(GP)
CP
GAST
SUR
GYN
Prescription Analysis
AS PER MAT JAN 2013 DATA
GP, 45
CP, 35
GAST, 30
SUR, 15
GYN, 20
0
5
10
15
20
25
30
35
40
45
50
GP CP GAST SUR GYN
RX/D/M
DOCTORS RX/D/D
GP 45
CP 35
GAST 30
SUR 15
GYN 20
DOCTOR CLASSIFICATIO
Total Doctor- 150/MR Total no. of MR 400
Brack-up
Dr by Specialty Dr/MR Class "A" Class "B"
GP 90 50 40
SUR 10 5 5
GYN 15 10 5
GAST 5 5 0
Physician 30 20 10

TOTAL 150 90 60
Sales Force Planning MR Working Days Call/Day Call /Month
Assumptions 1 24 10 240
Total MRS 400 24 10 96000

Dr Classification Dr/MR Call to Dr/Month Calls to Dr/Month Dr Total/month
Class A 90 2 180 72000
Class B 60 1 60 24000
Total 150 240 96000
Dr by Specialty Dr/MR Class A class B Calls to Dr/Month Dr Total
GP 90 50 40 100 40 140
SUR 10 5 5 10 5 15
GYN 15 10 5 20 5 25
GAST 5 5 0 10 0 10
Physician 30 20 10 40 10 50
=
240/MR
6/11/2014 29
Field Force Planning
PRICING
30
Price calculation
Rs. For 20 mg
Tab
Product out of Price control MRP 25.15
VAT (6%) -1.5
ED (6% + 3%) -1.54
22.11
Discount to Retailer 20% -4.42
Price to Retailer (-ED & VAT) 17.69
Discount to Stockist 10% 1.76
Price to Stockist (NRV) NRV 15.93
Company Margin (60%) Non-schedule 9.55
Basic Cost 6.38 6/11/2014
Sales Forecasting
0
20000
40000
60000
80000
100000
120000
140000
160000
M1 25% M2 35% M3 40%
95000
100000
105000
110000
115000
120000
125000
130000
M1 30% M2 35% M3 35%
95000
100000
105000
110000
115000
120000
125000
130000
M1 35% M2 35% M3 30%
0
20000
40000
60000
80000
100000
120000
140000
160000
M1 40% M2 35% M3 25%
Q3
Q2 Q1
Q4
M- month
Q- Quarter
Q1 % 20mg(Unit) Value(Rs)
Month 1 25% 98,437.5 15,68,109.37
Month 2 35% 1,37,812.5 21,91,218.75
Month 3 40% 1,57,500 25,08,975
Total 3,93,750 62,68,303.12
Q2
Month 1 30% 1,18,125 18,81,731.25
Month 2 35% 1,37,812.5 21,95,353.12
Month 3 35% 1,37,812.5 21,95,353.12
Total 3,93,750 62,72,437.49
6/11/2014 32
Q3 %
Month 1 35% 1,37,812.5 21,95,353.12
Month 2 35% 1,37,812.5 21,95,353.12
Month 3 30% 1,18,125 18,81,731.25
Total 3,93,750 62,72,437.49
Q4
Month 1 40% 1,57,500 25,08,975
Month 2 35% 1,37,812.5 21,91,218.75
Month 3 25% 98,437.5 15,68,109.37
Total 3,93,750 62,68,303.12
15,75,000*15.93 = 2,50,81,481.22
Promotional expenses
Promotional
expense 30,00,000 cost as calculated
sampling 25.00% 7,50,000
gift 20.00% 6,00,000
campaign 15.00% 4,50,000
print 4.00% 1,20,000
training 10.00% 3,00,000
meeting 6.00% 1,80,000
crm 15.00% 4,50,000

incentives 5.00% 1,50,000
30,00,000
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 2,25,000

2,25,000

2,25,000

Clinical
Posters/LBL
1,20,000 1,20,000

1,20,000

1,20,000

Pen &
prescription
pad
1,20,500 1,20,500 1,20,500 1,20,500
Total 9,37,500 9,37,500 9,37,500 9,37,500
QUARTER WISE INPUT PLAN
Total Promotional Expense: Rs. 30 lakhs

Brand P&L Rs. 20 mg
1 Sales (Rs.) Units X NRV*
15,75,000*15.93 =
2.5 cr
2
Less Cost Of Goods
(COGS) (40%) 0.0 1cr
3 Gross Margin (Rs.) 0.0 1.5 cr
4
Less Advt & Promo (A&P)
(20% of sales) 0.0 30 Lakh
5
Less Selling Expenses (4% of
sales) 0.0 6 Lakh
6
Less Marketing expenses (20%
of sales) 0.0 30 Lakh
7
Less Distribution Expenses (5% of
sales) 0.0 7.5 Lakh
8 Gross Profit Before Tax (PBT) 0.0 76,74,933 Lakh
9
Total
COMMUNICATION STRATEGY

Quality Brand at affordable price
Most preferred drug in DERD, Heartburn case
Quick Action in shorter duration of time
Longer half- life
Most beneficial effect and most effective PPI



35 6/11/2014
When acid strikes
Every minute seems like endless hour

Esomeprazole magnesium 20 mg Tabs with Buffer
The 60 x 24 PPI
Controls heartburn within a minute
Attains PH >6 within 60 seconds for immediate control of Heartburn
Maintains PH >4 for 22.5 hrs Total 24 hrs protection *
Co-Rx with NSAIDs
Escoz
One tab irrespective of meals
Mint flavor
Ref: sherman et al. Am j Gastroenterology 2009;104:1278-95

Offering
comprehensive
Solution for GERD HEARTBURN












Esomeprazole magnesium 20 mg Tabs with Buffer
Rx
66.50%
60.80%
74.20%
Lansoprazole
Pantoprazole
Esomeprazole
Mean % of time during that gastric PH was > 4.0
Esomeprazole Treatment provides significantly greater
gastric acid suppression than lansoprazole or pantoprazole
Prize:
3.50 Rs /
Tab
One Tablet / day
Esoz 20
Esoz 20

Esomeprazole 20 mg Tabs with Buffer
7 Tablets
Esoz 20
Prelaunch plan
1) One week surveys:
PPI drugs usage? Which? why? better if? Cost benefit concept?
Which cases? Competitor perception?
NEXPRO brand problems?
VIP 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 channel analysis



Positioning messages plan
Positioning
Message
plan
Easy
to use
safest
Higher
bioavaila
bility
1
st

choice
Hammering strategy:

3-4 sequential visits /Dr.

Messages related gimmicks, LBL.

Promotional tools

Product samples every visit in first month.

Annual (4 differentiating positioning msg)

Branding, competitor management
campaigns.

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
Direct to customer tactics
4) Patient activity:
- Awareness materials
- CDs in clinics waiting rooms
- you tube classy real situations ads
Promotional Input
Launching gift
Promotional inputs
Promotional Input
Educational material