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(Getifloxacin 250 & 500mg)
526 million) accounting for approximately 22. 11. insufficient healthcare facilities and so on. superior safety and excellent patient’s compliance. sinusitis. least resistance. pharyngitis) to life threatening (e. As severity of infections vary from minor (e.g.). would be the drug of choice.5% of the total pharmaceutical market. ideally an antibiotic that offers broad microbial coverage. Fluoroquinolones successfully made in-roads into the cut-throat competitive antibiotic market by fulfilling all the parameters of an effective antibiotic group.g. the data revealed that it is the largest therapeutic segment (Rs. At present there are nine quinolones available in Pakistan: • • • • • Ciprofloxacin Ofloxacin Moxefloxacin Enoxacin Sparfloxacin • • • • • Norfloxacin Getifloxacin Pefloxacin Nalidixic acid Market Overview of Antibiotic Market If we look at the market of systemic antibiotics in Pakistan. septicemia. pneumonia. Although a wide array of antibiotics are available before clinicians. . etc.Introduction Bacterial infections are among the most prevailing diseases in third world countries like Pakistan. illiteracy. appropriate treatment. therefore is of prime importance. The reasons for such a widespread prevalence are poor hygienic conditions. Antibiotics are the drugs that are used to treat infections caused by different pathogens.
) (000) 144.16 million and the competitive scenario depicts following picture: Brand Generic Compan y Launc h Date Unit s 00 573.00 16. 19. Leading Brands in Quinolones The total market of quinolones is valued at Rs.96 64. 3 Value (Rs.20 3.16 million) and macrolides (Rs. 1. 5.Category Units (in Mill) Tetracycline & Comb. 572.008 0.86 million) are the top performers in the overall market of antibiotics.00 14.3 6.00 12.5% and 1.9%.) 384.90 7.236 penicillins Aminoglycosides 7. Cephalosporins (Rs.00 -46.84 1850.098 Chloremphenicol & Comb.003.16 45. fluoroquinolones (Rs. 2.841 Broad spectrum penicillin 47.70 0. respectively.71 0 108.84 million).00 6. 1303.303.1143 Other β -lactam penicillin Value (in Mill Rs.2 Gro wth Rat e (%) -1 -22 Tarivid Ciproxin Ofloxacin Aventis 04/87 03/91 Ciprofloxacin Bayer .10 0.89 3710.10 2.36 348. 2.68 3003. 35. as no single group enjoys more than 7% of the total market.66 572.00 6.1% of the total systemic antibiotic market.60 1. enjoying 7.59 108.060 Cephalosporins & Comb.441 Trimethoprim & Comb.20 5.00 16.00 A closer look at the market situation of systemic antibiotics in Pakistan indicates that there are eleven main categories of antibiotics available. The data suggests that antibiotic market is highly fragmented.371 Macrolides & Similar types 21.05 1 Marke t Share 8.898 Fluoroquinolones 16.5 0. as shown above. 6 363.710.86 1303.00 15. broad spectrum penicillins (3. 3.10 Growth Rate % 6.89 million).80 0.250 Narrow spectrum 1.41 Market Share 0. 4.00 8.2%.
2 5 6 8 8 25 17 98 -2 Out of these ten brands. 6 370.3 3. The total revenue of these top ten brands comes to Rs.3 3.4 2. 183 mill) and Getifloxacin is enjoying third position (with Rs. five are from Ciprofloxacin. 2 91. 8 246. 95 milli revenue). two are from Ofloxacin group.168 75.007 57. two from Getifloxacin group and one from Norfloxacin. If we look at molecule wise standing in these top ten brands.931 5. Core Market of Getifloxacin Getifloxacin will be directly competing in the quinolone segment of the systemic antibiotic.925 37. Ciprofloxacin ( with Rs.3 3. 709 mill.201 58. when tetracyclines and penicillins were confronted with the problem of emergence of resistant breed of new pathogens.739 52.Novidat Noroxin Cravit Mytil Ciprin Ciprox Ofloquin Tavanic Ciprofloxacin Sami Norfloxacin Getifloxacin MSD Hilton 12/92 07/84 11/98 01/96 08/200 0 07/96 02/97 12/200 0 Ciprofloxacin Wilson Ciprofloxacin Werrick Ciprofloxacin Amson Ofloxacin Getifloxacin Global Aventis 443.4 4. 9 440. In 1987. 354 milli) is number one followed by Ofloxacin (with Rs. Abbott entered market with Enoxacin which started increasing the size of market .8 94.0 2. 8 516.757 38. Noroxin (norfloxacin) was the first brand in the quinolone that was launched by MSD in 1984.720 41. Hoechst launched its blockbuster Tarivid. brand of Ofloxacin which gives prescribers new option to curb microbial infections because of its better microbial coverage and convenience of dosage. 5 149. 0 545.2 2. In 1990. This was the time.
9 Value (Rs.7 0.because of the switchovers from tetracyclines. brand of Ciprofloxacin.2 76. Qtr-IV 2002.358 6. This encourages other companies to enter the market with this molecule.404 Market Share 3.0 91. Competition within Getifloxacin According to IMS. Bayer enters in 1991 with its Ciproxin.5 17.4 Growt h Rate (%) 8 -2 12 - .931 19.417 12. aminoglycosides and penicillin resistant patients.1 0. After these number of newer quinolones enter into market but they don’t made any lasting impressions until 1998 when Hilton took the initiative by launching Getifloxacin followed by Aventis with its brand of Tavanic.) (000) 58. Although it doesn’t made any great impact at launch but with proper re-positioning it reaps market share overwhelmingly. Getifloxacin showed promising start as evident by its two brands standing at 5th and 10th position in top ten quinolone brands in short span of time with values of 58 and 38 mill respectively. And in the very next year.007 37. following brands were active in the competitive scenario of Getifloxacin: Brand Cravit Tavanic Leflox Levocil Levaquin Compan y Hilton Aventis Getz CCL BH Launc h Date 11/98 12/200 0 05/200 2 04/200 2 06/200 2 Units 00 149.3 2. This is also evident with number of brands of this molecule now standing around 60 followed by 55 of Ofloxacin group.8 114.2 1.
Main reason for its success is its positioning which was initially only placed in RTI but now it has strong references of equally effective in UTI. 2. Tavanic. Already have presence in the antibiotic market. which will bolster doctors’ confidence. that would help in getting substantial share in the market. A committed field force ready to accept challenge of making it yet another successful product. second most selling brand but with negative growth mainly because of new entrants which are making in-roads with equal effectiveness and cost benefits. There are now six brands in Getifloxacin fighting for both to expand market of Getifloxacin on basis of its extensive coverage and effectiveness as well as taking share from each other on price benefits. It is number one selling brand amongst Getifloxacin with annual turnover of 58 mill and growing at rate of 8%. Strong and prudent marketing activities. . 4. SSTI and also in Typhoid.Cravit was the first brand of Getifloxacin launched in 1998 by Hilton. 3. SWOT Analysis Strengths: 1. Successful platform of Pharma company will give Getifloxacin required repute and distinction.
4. 2. Not marketing injectable form preventing its use in hospitalized patients. We are entering into one of the growing segments of the systemic antibiotic. 2. can be grabbed to increase its prescription base. Entry of newer and powerful molecule in quinolone market. Increasing share of newer quinolones like. Getifloxacin is competitively priced and is the economical brand in the Getifloxacin group. Opportunities: 1. moxifloxacin. 3. . Threats: 1. Already acceptance of this molecule among presriber’s. Delayed launch of this product.Weaknesses: 1. UTI and SSTI. Newer evidence of its efficacy in infections other than that of RTI. 2.
Our main objective would be to establish Getifloxacin. Respiratory tract infections (both upper and lower) 2.000 packs of Getifloxacin and to get a modest share of 2. SST etc) Low resistance pattern for Getifloxacin Dosage Flexibility Cost Effective therapy Segmentation: The target indications of Getifloxacin include. The rationale for this strategy is : • • • • Extensive coverage of key pathogens (RTI. 2.0% of quinolone market. as a first choice of drug for treating infections of Respiratory tract.Marketing Objectives for the first year: 1. To sell around 125. 1. Urinary tract. To get a brand standing of no. urinary tract. Skin and soft tissues etc. Urinary Infections 3. UTI. 3. Skin and soft tissue infections etc . skin & soft tissues etc. Marketing Strategy: Positioning The focus of Getifloxacin’s marketing strategy will be to establish it as “The Simple Solution” for effective eradication of pathogens in infectious diseases pertaining to respiratory tract.3 among Getifloxacin’s.
50 790.00 17. General practitioners 4.00 Price per tab (Rs.00 68. Because of this price advantage.00 340. Pricing Strategy: The prices of Getifloxacin has been set at most competitive level.00 350. Physicians 2.00 401.61 200. Getifloxacin will be in a commanding position to take on the lead right from the beginning and will give a very tough fight to all the players.00 79. ENT specialists 3.00 680.00 17.00 14.00 34.00 40.26 20.00 170.00 34.50 790.) 401. 1.00 340. and it will be an economical brand in the Getifloxacin group.34 28.00 35.48 282. Skin specialists Total Number of doctors will be 100 per MSO.00 143.00 170.00 Promotional Activities: . Brand Name Cravit Tablet Tavanic Tablet Leflox Tablet Levocil Tablet Levaquin Tablet Qumic Tablet GETIFLOXACIN TABLET Strengt h 250mg 500mg 250mg 500mg 250mg 500mg 250mg 250mg 500mg 250mg 500mg 250mg 500mg Pack Size 10’s 10’s 10’s 10’s 10’s 10’s 10’s 10’s 10’s 10’s 10’s 10’s 10’s Retail Price (Rs.) 40.Target specialties of Getifloxacin include.00 79.
Getifloxacin User trial: User trial is planned for 250mg strength for five (5) patients from five (5) doctors of each MSO for 7-10 treatment days in indications related to RTI. UTI and other infections. The inside top. eight page detailing folder in which attempt has been made to highlight role of Getifloxacin in Respiratory tract infections along with its effectiveness in urinary tract and skin infections. This folder will be used as leave behind detailing-aid. will carry the message of Getifloxacin.An aggressive promotional campaign has been planned for Getifloxacin. This activity is planned to bolster confidence of prescriber’s on our brand Getifloxacin and also to position our brand on top of his mind. efficacy vs. The detail of these promotional activities include. pen . Prescription Pads: Beautiful prescription pads having the same visual as appeared on the folder will serve as a useful product reminder. Doctors’ Gift: Keeping the nature of product in mind we have this time selected a unique “Four-in-One Torch” which is multipurpose torch with stand. This launch folder is developed with major focus on its role in eradicating respiratory pathogen by highlighting its wide microbial coverage. so as to create a lasting image. which will reinforce our objective of establishing it as a simple solution for infectious conditions. established treatments in different indications and its safety. Launching folder: There will be an attractive.
Chemist Letter: In order to ensure product availability. so as to bolster their confidence. We are also providing these letters to our sales team to help them in introducing Getifloxacin to the chemists. Press Ads: We will employ indirect communication as well. mainly in the form of press ads. . chemists letter are dispatched to all major chemists throughout Pakistan through our distributors. an attention getting ad is developed which will appear in all important medical journals and newspapers. In this regard.and highlighter. This will on one hand gives utility to doctor and on the other hand will serves as a constant reminder for our brand Getifloxacin. These stickers will be pasted in all major clinics. Stickers: Utility of stickers for products that require massive coverage cannot be negated. Physician Samples: We have allocated a handsome quantity of Getifloxacin’s physician samples of each strength. so as to gain their support. product group etc. To serve this purpose we have planned very beautiful stickers having brand name ‘Getifloxacin”. contain useful information like trade and retail price. hospital wards and chemist shops. This letter besides informing them about product launch.
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