Project on the marketing strategy

of Aten.
Work done and presented by,
Snehal Malani.
Roll no 17.
 Aten.
It is the brand of Zydus Healthcare, which is the branch of
Zydus Cadila Healthcare Pvt Ltd.

Ranking:
Zydus is ranking number 1 in India for Aten

Brand value:
Presently it is 97 Cr,
By the end of 2010, its trying to reach
more than 100 Cr.
• Ten years back, that is in the year 2000-01,
Zydus had taken over the brand from Cobra
pharmaceuticals.

• ATEN became the 1st Zydus brand to storm

into the Top-20 pharma brand ranking
(ORG:Oct) in 2003-04
The main ingredient of Aten is “Atenolol”

Indications:-
It is mainly prescribed for:
Angina pectoris,
Cardiac arrhythmia,
Myocardial infarction,
Prophylaxis of Migraine.
 Different forms of aten available

Strength pack price dose

25 mg 10 24.71 OD

50 mg 14 25.27 OD

100 mg 14 25.32 OD

Targeted Doctors:
GP, MD , Consultant, Physician, Cardiologist,
Neurologist, Nephrologists.
 ORG MAT n Mth MARCH 2010

  MAT'10 M.S. GTH Mth'10 M.S. GTH

Atenolol 14,168 16.21 4.77 1,216 15.46 12.57
Aten ZYC 7,754 54.73 9.65 671 55.21 16.78
Tenolol IPC 1,541 10.88 -9.68 166 13.68 19.84
Tenormin PHC 1,221 8.62 -1.07 93 7.65 0.66
Betacard TNT 1,111 7.84 -5.34 80 6.6 -14.2
Atecard AMB 559 3.95 32.32 45 3.67 18.95
Atenex G/R 343 2.42 15.49 26 2.12 3.55
Atpark PD 303 2.14 -5.87 24 1.97 -2.15
Atenova LU 137 0.97 -18.32 9 0.75 -27.15
Others 1,198 8.45 0 0 8.35 0

Aten with market share of 55%growing more than market both on

MAT and Mth
 3 MONTHS TREND

  JAN'10 M.S GTH FEB'10 M.S. GTH MAR'10 M.S. GTH

Atenolol 1,292, 16.54 11.58 1,265 16.15 17.9 1,216 15.46 12.57

Aten ZYC 768 59.46 24.31 727 57.42 26.77 971 55.21 16.78

Tenolol IPC 117 9.07 -18.62 156 12.29 17.76 166 13.68 19.84

Tenormin PHC 106 8.22 6.93 95 7.51 -2.09 93 7.65 0.66

Betacard TNT 89 6.92 -13.51 87 6.85 -2.16 80 6.6 -14.2

Atecard AMB 45 3.47 18.45 44 3.5 27.33 45 3.67 18.95

Atenex G/R 29 2.23 14.73 27 2.17 14.84 26 2.12 3.55

Atpark PD 27 2.06 26.31 23 1.8 -6.19 24 1.97 -2.15

Atenova LU 10 0.77 -23.18 10 0.79 -21.55 9 0.75 -27.15

Others 101 7.8 0 97 7.67 0 101 8.35 0