BUSINESS PLAN FOR PHARMACEUTICAL

PRODUCT

By

Karishma Tahiliani (15)

Priyanka Donghde(3)

Indu Yadav(17)

ELEMENTS OF A BUSINESS PLAN

Executive Summary The product Market assessment including Competitive

Scenario Internal in company performance analysis SWOT Analysis Key success factors Marketing objective Marketing strategy

EXECUTIVE SUMMARY It must include summary of the entire

business plan It must be clear, crisp and concise. It must highlight the key points of the

document. It must grab the attention of the reader.

EXECUTIVE SUMMARYVision • To emerge as a leading integrated research –

based global pharmaceutical company

Values • Respect :We respect all our stakeholders.• Knowledge :We value knowledge such that it

empowers our people to find innovative solutions to manage change

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

EXECUTIVE SUMMARY Glenmark has a robust pipeline of 7

molecules. The India formulations business operates

through over 20 divisions . Glenmark markets over 350 products in

India. It launched over 40 new products in last

three years.  The India business contributes over 25%

to the overall sales of the group. Market share : 586.05

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

PRODUCT LISTS Cough Management Anti-Infectives Stomatologicals Prokinetic / Anti-Nauseants Anti-Ulcerants --Esomeprazole Anti-Protozoal Pain Management Mucolytic Nutraceuticals Peripheral Arterial Diseases

PRODUCTS OFFERED Ascoril Expectorant- Cough Expectorant Candid Cream-Clotrimazole Topical Anti-

fungal Esoz -20 Tablets[20 mg] Esomeprazole

Magnesium Trihydrate Proton Pump Inhibitor

Ketoplus Shampoo Ketoconazole & Zinc Pyrithione Anti-dandruff

Glevo-250 Tablets[250 mg] Levofloxacin Hemihydrate Oral Anti-bacterial

Elstatin-10 Tablets[10 mg] Lovastatin Cholesterol & Triglyceride Reducers

MARKET OVERVIEW In Terms of Market: Value of Gastro Intestinal market is

7613Crs. Gastro is on 3rd 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 ANALYSISBrand Name Manufacturer Price(Rs./10

tablets)

Esoz (40 mg) Glenmark Pharmaceuticals Limited

52.00

ESOPIN-20 Hallmark Pharmaceuticals Ltd.

78.00

Es OD (30 mg) Nicholas Piramal India Ltd. 60.00

Nexpro Fast (40 mg)

Torrent Pharmaceuticals Ltd.

73.00

Esomac (40 mg) Cipla Limited 60.00

Neksium (20 mg) Astra Zeneca Pharma India Limited

55.7

Somparz (40 mg) Sun Pharmaceutical Industries Ltd.

34.50

Raciper (20 mg) Pharma (Ranbaxy Laboratories Ltd)

31.95

Esoz 20

SWOT ANALYSIS

SWOT ANALYSIS

• High competitors.

• New combinations for indications

• Growing therapeutic segment.

• Increase patients

• High market value (102 cr)

• Late entrance. • Can’t be given in

pregnancy & Lactating females

• Issue in paediatric patients (use only in above 12 yr age) 

• Strength Management of multiple indications

• Fixed dose combination

• Company with well trained workforce Strength Weakness

Threats Opportunities

KEY SUCCESS FACTORS Key factors or aspects that are critical

for Brand performance Identified from data & perceptions

KEY SUCCESS FACTORS Huge customer base. Cost Efficiencies to result into optimum

prices to the customers and better margin.

Understanding the Competition. Duration of action.

BRAND STRATEGY

Indication

GERD

Heart burn

Dyspepsia

Target audience

GP

Gastroenterologists

Surgeons

Physicians

Gynaecologist

BRAND OBJECTIVE Short term :To achieve 2.5 Cr in the year

of launch with 1.5% market share. Long term :To be a Top brand in the PPI

market by 2020

MARKETING STRATEGY

SEGMENTATIONMetro cities

TARGETINGGP ,CP,GYN,

Gastroenterologist

Surgeons

POSITIONINGQuick action in

short time

DIFFERENTIATION

Highly effective

MARKETING MIX

PRODUCT

Esoz

Esoz 20 tablet

Esoz 40 Mg

Tablet

Esoz D 20

Tablet

Esoz D 40

Tablet

Esoz Inj 40 Mg

Injection

Esozole 20 Mg

Capsule

PRICE Variant Volume Price

Esoz 20 tablet 15/strip 53.90

Esoz 40 Mg Tablet 15/strip 85.40

Esoz D 20 Tablet 10/strip 62.2

Esoz D 40 Tablet 10/strip 89.70

Esoz Inj 40 Mg Injection

1 81.60

Esozole 20 Mg Capsule

1 4.50

PLACE

PROMOTIONS

PROMOTION

Doctor activity• 3-4 sequential

visits• LBL• Product samples

every visit in first month. 

• FDA approved badge ( as a promotional tool )

• 3D demo CD ( how “Esoz 20 ” is the best)

Field force activity• Monthly meeting -

Team campaigns -• Attractive

incentive plan• Promotional Input

Launching gift• Promotional

inputs

Chemist activity• Bonus plan • Product Stand

REVIEW AND CONTROL Revenue and Unit Sales Expenses Customer feedback Market / competitors’ activities

MARKETING CONTROL

REFERENCES http://www.glenmarkpharma.com www.drugsupdate.com Marketing management by Philip Kotler,

Kevin Lane Keller