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