Marketing Plan of Esomeprazole

• 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 inhibitorsAcetylcholine, 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.• Can’t 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

04/09/2023 12

Market analysis

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


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 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.


• 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 5C’s 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

AchievementWe 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 ListsCough ManagementAnti-InfectivesStomatologicalsProkinetic / Anti-NauseantsAnti-UlcerantsAnti-ProtozoalPain ManagementMucolyticNutraceuticalsPeripheral 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.

04/09/2023 21

04/09/2023 22

BRAND STRATEGY

Brand Name

Esoz 20 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 AnalysisAS PER MAT JAN 2013 DATA

GP CP GAST SUR GYN0

5

10

15

20

25

30

35

40

45

50

GP; 45

CP; 35GAST; 30

SUR; 15GYN; 20

RX/D/M

DOCTORS RX/D/D GP 45CP 35

GAST 30SUR 15GYN 20

DOCTOR CLASSIFICATIOTotal Doctor- 150/MR Total no. of MR 400

Brack-upDr by Specialty Dr/MR Class "A" Class "B"

GP 90 50 40SUR 10 5 5GYN 15 10 5GAST 5 5 0

Physician 30 20 10

TOTAL 150 90 60

04/09/2023

Sales Force Planning MR Working Days Call/Day Call /MonthAssumptions 1 24 10 240

Total MR’S 400 24 10 96000

Dr Classification Dr/MR Call to Dr/Month Calls to Dr/Month Dr Total/monthClass A 90 2 180 72000Class B 60 1 60 24000

Total 150 240 96000Dr by Specialty Dr/MR Class A class B Calls to Dr/Month Dr Total

GP 90 50 40 100 40 140SUR 10 5 5 10 5 15GYN 15 10 5 20 5 25GAST 5 5 0 10 0 10

Physician 30 20 10 40 10 50

= 240/MR

29

Field Force Planning

04/09/2023

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

Sales Forecasting

M1 25% M2 35% M3 40%0

20000400006000080000

100000120000140000160000

M1 30% M2 35% M3 35%95000

100000

105000

110000

115000

120000

125000

130000

M1 35% M2 35% M3 30%95000

100000

105000

110000

115000

120000

125000

130000

M1 40% M2 35% M3 25%0

20000

40000

60000

80000

100000

120000

140000

160000

Q3

Q2Q1

Q4

M- monthQ- Quarter

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Q1 % 20mg(Unit) Value(Rs)Month 1 25% 98,437.5 15,68,109.37Month 2 35% 1,37,812.5 21,91,218.75Month 3 40% 1,57,500 25,08,975

Total 3,93,750 62,68,303.12Q2

Month 1 30% 1,18,125 18,81,731.25Month 2 35% 1,37,812.5 21,95,353.12Month 3 35% 1,37,812.5 21,95,353.12

Total 3,93,750 62,72,437.49

Q3 %Month 1 35% 1,37,812.5 21,95,353.12Month 2 35% 1,37,812.5 21,95,353.12Month 3 30% 1,18,125 18,81,731.25

Total 3,93,750 62,72,437.49Q4

Month 1 40% 1,57,500 25,08,975Month 2 35% 1,37,812.5 21,91,218.75Month 3 25% 98,437.5 15,68,109.37

Total 3,93,750 62,68,303.1215,75,000*15.93 = 2,50,81,481.22

Promotional expenses

Promotionalexpense 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

4Less Advt & Promo (A&P)

(20% of sales) 0.0 30 Lakh

5 Less Selling Expenses (4% of

sales) 0.0 6 Lakh

6Less Marketing expenses (20%

of sales) 0.0 30 Lakh

7Less Distribution Expenses (5% of

sales) 0.0 7.5 Lakh

8 Gross Profit Before Tax (PBT) 0.0 76,74,933 Lakh

9 Total

Brand P&l

04/09/2023 35

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

When acid strikes

Every minute seems like endless hour


The 60 x 24 PPIControls heartburn within a minuteAttains PH >6 within 60 seconds for immediate control of Heartburn

Maintains PH >4 for 22.5 hrs – Total 24 hrs protection *

Co-Rx with NSAIDsEscoz

One tab irrespective of meals

Mint flavorRef: sherman et al. Am j Gastroenterology 2009;104:1278-95

Offering comprehensive Solution for GERD HEARTBURN


Rx

Lansoprazole

Pantoprazole

Esomeprazole

66.50%

60.80%

74.20%

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 plan1) 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 bioavailabilit

y

1st 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 tactics1) 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

- CD”s in clinic’s waiting rooms

- you tube classy real situations ads

Promotional Input

Launching giftPromotional inputs

Promotional Input

Educational material