analySEEs

2008 Marketing Plan

Ciprofloxacin

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Consecutive introduction of Ciprofloxacin suspension by seven company and price reduction issue make a noise in Ciprofloxacin market. the competition and to increase market share we are proposing two campaigns OVERVIEW OF THERAPEUTIC MARKET Therapeutic Class/ Sub-class Cephalosporins & Combs Fluoroquinolones Penicillins Macrolides & Similar Types Trimethoprim Combs Tetracyclines & Combs Aminoglycosides Chloramphenicols & Combs Other Antibiotics 2008 Val* 3081 1651 1105 566 160 143 18 9 11 Sh% 46 24 16 8 2 2 1 0 0 Gr. Value in BDT million www.% 8 14 -4 9 -21 -7 8 -21 1 Source: IMS 2nd Q.analySEEs.% 9 6 -6 6 -11 -7 -16 -11 82 Val* 2583 1489 1335 474 229 183 22 14 7 2006 Sh% 41 24 21 7 4 3 0 0 0 Gr. After that almost all leading brands including Ciprocin have become available at reduced price. Almost all leading companies paid their deep concentration brand Ciprocin (SQA) enjoys 20% share of Ciprofloxacin market. So to compete in named “Ciprofloxacin Patron” and “Ciprofloxacin Idol”. 2008. At the same time this market is continuously growing. Introduction of powder for suspension form add new cherry to the Ciprofloxacin market.co.% 10 4 -12 12 -21 -16 -3 -28 -9 Val* 2802 1583 1260 504 203 170 19 13 12 2007 Sh% 43 24 19 8 3 3 0 0 0 Gr. For that in this market and this generic market has become more competitive. Ciprofloxacin is the fifth largest generic in the total Pharma market. On the other hand the second brand leader Neofloxin continuously is loosing its market share.1.uk . The leading reason they reduced the price of all strength of Neofloxin.0 Market Summary Ciprofloxacin is an antibiotic of Fluoroquinolones group.

24 10.37 0.63 4.69 2.50 9.38 Year Brand Name Company Name Position *Value Share (%) Neofloxin 2008 Quinox Ciprox Flontin Ciprocin Beximco Eskayef Opsonin Beximco Renata Acme Square Acme Renata Square 2nd 3rd 4th 5th 6th 2nd 3rd 4th 5th 6th 2nd 3rd 4th 5th 1st 1st 1st 195 103 70 63 55 198 126 67 59 54 182 130 67 60 55 43 44 19.OVERVIEW OF THERAPEUTIC MARKET BY MARKET SHARE (2008) 8% 2% 3% 16% 46% 24% Cephalosporins & Combs Penicillins Trimethoprim Combs Fluoroquinolones Macrolides & Similar Types Other Antibiotics Source: IMS 2nd Q.10 -7.74 4.18 8.97 6.01 Cipro-A www.02 5.83 6.74 6.01 2006 Neofloxin Quinox Flontin Ciprocin Opsonin Beximco Eskayef Renata Acme Square Eskayef 39.67 6.41 20.co.79 1.11 6.35 4.00 5. 2008 2.52 4.63 4.20 5.45 18.17 -1.uk .92 6.75 -3.32 Cipro-A Ciprocin Flontin 2007 Neofloxin Cipro-A Quinox Ciprox 12.06 12.0 Leading players Growth (%) -18.22 12.35 -19.33 17.47 7.analySEEs.

Value in BDT million DIRECT COMPETITION 2008 Value 195 103 70 63 55 44 1. 2008. Value in BDT million INDIRECT COMPETITION Ciprofloxacin will compete indirectly with Levofloxacin.015 Share (%) 19 10 7 6 5 4 63 Growth (%) -1 -18 4 17 -8 2 3 Value 198 126 67 54 59 43 988 2007 Share (%) 20 13 7 5 6 4 64 Growth (%) 9 -3 12 -19 8 1 2 Brand Ciprocin Neofloxin Flontin Quinox Cipro-A Ciprox Ciprofloxacin Company Square Beximco Renata Eskayef Acme Opsonin Source: IMS 2nd Q. Value in BDT million www.18 17.88 139.87 72.70 Source: IMS 2nd Q. Brand Levoxin Trevox Ovel Evo Levox Levofloxacin Company IAP SQA ATP BXM OPI 2008 Value 48 33 30 20 18 285 Share (%) 16.81 -4.15 14.02 3.79 Growth (%) -31. 2008.41 999 999 15.90 55.0 Competition Orion 6th 50 5.15 -54.co.57 10.89 6.70 11.Maprocin 3.analySEEs.25 Growth (%) 35. Nalidaxic acid and Cefradine preparations of the market.63 Source: IMS 2nd Q. Gatifloxacin.05 6.10 88. 2008.13 6.83 Value 70 34 16 8 38 267 2007 Share (%) 26.39 17.02 8.64 7.uk .16 12.

94 12.42 2.32 253.59 2. 2008.05 Value 166 198 117 78 26 1044 2007 Share (%) 15.55 Value 7 7 8 25 2007 Share (%) 25.39 Growth (%) 18.49 53.48 16.43 2.27 5.co.67 -14.62 Growth (%) 178.98 Brand Lebac Sefrad Skcef Avlocef Cephran Cefradine Company SQA SA SK+f ACI OPI Source: IMS 2nd Q.67 2.Brand Gati Gatiflox Gatlin Gatifloxacin Company SQA IAP RTA 2008 Value 18 16 15 90 Share (%) 20.11 30.65 Growth (%) 999 999 999 999 Source: IMS 2nd Q.uk .67 3. Value in BDT million www.98 11. Value in BDT million 2008 Value 186 176 120 56 26 1065 Share (%) 17.20 18. 2008.64 -28.13 17.48 49.55 Growth (%) 11.30 1.90 -11.20 7.00 5.94 18.17 1.01 2.60 29.19 98.40 -11.analySEEs.32 2.55 11.

50 8.00 60.50 8.50 8.co.00 14.50 8.00 18. The process is necessary for compacting the bacterial chromosomes within the cell and ultimately DNA synthesis is hampered.50 Powder for Susp 250 mg/5 ml 250 mg tablet 500 mg tablet 750 mg tablet 250 mg/5 ml www.00 14.00 14. Powder for Suspension Oral Flouroquinolones The mode of action involves the inhibition of DNA gyrase and Topoisomerase II.00 15. which mediates the formation of supercoils of DNA.00 14.analySEEs.0 Product Definition : Flouroquinolones Therapeutic class Dosage form Sub-therapeutic class Generic name Mechanism of action: : : : Ciprofloxacin Hydrochloride USP Tablet.00 60.00 8.uk . PRICE ANALYSIS Brand Name Ciprocin Company Square Dosage form Tablet Tablet Tablet Tablet Neofloxin Beximco Tablet Tablet Tablet Tablet Tablet Quinox Eskayef Tablet Tablet Tablet Floxabid ACI Tablet Tablet Powder for Susp Powder for Susp XR Tablet Flontin Reneta Strength 250 mg Tab 500 mg Tab 750 mg Tab 250 mg Tab 500 mg Tab 500 mg XR Tab 250 mg Tab 500 mg Tab 250 mg Tab 500 mg Tab 250 mg/5 ml 750 mg Tab 750 mg Tab Pack size 10x3 10x2 10x2 10x5 10x4 10x3 10x2 10x2 60 ml 10x3 10x3 60 ml 10x5 10x3 60 ml 10x2 10x1 10x3 MRP/Tab (BDT) 14.00 18.4.00 60.00 18.00 18.

Threats • • Strong brand focuses of the leading companies increase the competition in this generic market. Weaknesses • • • Reported side-effects.uk .0 SWOT Analysis Strengths • • • Strong perception of all-rounder antibiotic. The molecule of choice in the treatment of enteric infection.5. All the possible dosage forms of Ciprofloxacin are prescribed. Threatening growth of 3rd and 4th generation Cephalosporins www. Expensive than Penicillins Less effective than 3rd and 4th generation Cephalosporins Opportunities • • Ciprofloxacin market is continuously growing and now holding the fifth highest selling molecule in Bangladesh Pharma Market.co. Specialist wise doctor’s promotion will be the new opportunity to maximize the market share.analySEEs.

Doctors who prescribe Azithromycin suspension c.analySEEs. Doctors who prescribe Erythromycin suspension b. Ciprofloxacin powder for suspension will be promoted to the following doctors a.6. Doctors who prescribe Ciprofloxacin b.0 Positioning Ciprofloxacin – an all round protection against bacterial infections.uk . Doctors who prescribe Azithromycin for the treatment of enteric infection. Doctors who prescribe Cephradine suspension d. Ciprofloxacin an ideal drug in the treatment of • • • Enteric infections Urinary tract infection Gastrointestinal tract infections Market Segmentation Ciprofloxacin tablet can be promoted to the following doctors a. Doctors who prescribe Nalidixic Acid suspension Target Doctors General Practitioners Gynecologists Pediatricians Doctor Categories Medicine specialists Gastroenterologists Surgeons Internee Doctors www.co. Doctors who prescribe Cephradine c.

Reminder promotion to make extra thirst to other target doctors. of Detailing Promotions No. To establish Ciprofloxacin as the drug of choice in the treatment of UTI Special promotion highlighting Urinary tract infection to selective six hundreds gynecologist.7. of Reminder Promotions No.0 Communication strategies No. 2.co. Objective: • Activities: • • 3 4. of Clinical Meeting Gifts / Special Campaigns : : : : 06 12 03 03 Promotional Campaigns Campaign-01 1. Target doctors: Gynecologists General Practitioners Medicine specialists Gastroenterologists Internee Doctors www.uk . Duration: January to April 2008 Cycle Promotion Promotion Detailing Gifts Reminder Month January √ √ February √ √ March √ √ April √ 5.analySEEs.

3 4. PPM and gift (Pocket tissue / Money parts) Objective: • To build five trustworthy prescribers of Ciprofloxacin powder for suspension in each territory. Target doctors: Pediatricians General Practitioners Gynecologists Medicine specialists Gastroenterologists Internee Doctors 6.uk . Activities: • • Special promotion highlighting the Pediatric typhoid and diarrhea to selective Pediatricians and GPs. Promotional tools: Sample.co. Campaign -02 Promotional tools: Sample. Reminder promotion to make extra thirst to other target doctors. 2. PPM and gifts (Pen / Coffee maker) www.analySEEs. 1. Duration: May to August 2008 Cycle Promotion Promotion Detailing Gifts Reminder Month May √ √ Jun √ √ July √ √ August √ 5.6.

co.analySEEs. Reminder promotion to make extra thirst to other target doctors 3 4. Target doctors: General Practitioners Gynecologists Medicine specialists Gastroenterologists Internee Doctors 6. Promotional tools: Sample and gifts (Liquid soap / Card holder / Tissue box) www.Campaign -03 1. Duration: September to December 2008 Cycle Promotion Promotion Detailing Gifts Reminder Month September √ √ October √ √ November √ √ December √ 5. Activities: • • Special promotion highlighting typhoid fever to selective GPs. To establish Ciprofloxacin as the drug of choice in the treatment of typhoid fever. Objective: • 2.uk .

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uk www.uk www.Mamun Ahmed & Thomas White Edited By: Contact info@analysees.co.co.co.uk .analysees.analySEEs.