Flanton-D

Presented by:
Aishwaraya Gupta 01
Akshay 02
Bharath 03
Umesh Chandak 04
Charanjeet Kaur 05
Sodhi

6/4/2019
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 Prioritizing Your Health

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 Mission
To become global leader in
healthcare with wide portfolio of
prducts in key market segments.
Vision
 We shine to help you grow

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 Executive Summary
• Launch of Vitamin D Brand Flanton D
• The market leader is Alkem lab ;
• Brand: - uprise d3,market share:-12%
• The target customers, general physicians, pediatricians.
• The promotional inputs consists of brand reminders, campaigns, visual aids, samples, posters, etc.
• Expected Sales - 4,00,00,000 units.
• Expected Gross Profit Before Tax (PBT)- Rs.1,32,00,000/-
• Vitamin D Market size as per MAT VALUE 2019 Rs 5.721 Bn
• Flanton D syrups in the form of drops – 400 IU; Price – Rs 45 ; Quantity - 25 ml
• Sales forecasted around to capture 1% first year then 1.2 % second year . Valuated around 3 cr.
• Promotional strategies including visual aids, pamphlets, reminders,.. etc used.

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 MOLECULAR DETAILS

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 Molecule Details
Fat-soluble secosteroids

(Important compounds in this

group are vitamin D3
(cholecalciferol) and vitamin
D2

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 Pharmacodynamics

Active
Vitamin 25- Bone
Hydroxylaio 25-hydroxyl absorption of
Vitamin D D2+Vitamin dihydroxyvit mineralizati
n vitamin D calcium&
D3 amin D phosphorus
on

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 Pharmacokinetics
ABSORPTION
• Vitamin D is absorbed from the small intestine by non saturable passive diffusion that is
dependent on micellar solubilisation and the presence of bile salts.

TRANSPORTATION
• All absorbed vitamin D is retained in non-esterified form, associated with the surface
of chylomicrons (lipoprotein particles).
• A portion of the vitamin D can be transferred from chylomicron to a binding protein in
the plasma

DISTRIBUTION
• Vitamin D is not stored by the liver.
• It reaches the liver within a few hours after being absorbed across the gut or
synthesized in the skin.
• From the liver it is distributed relatively evenly among the various tissues, where it
resides in hydrophobic compartments. Fatty tissues such as adipose show slightly
greater concentrations.
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Continued….
METABOLISM
• 25-hydroxylation
• Most of the vitamin D taken up by the liver from either DBP or lipoproteins is converted by hydroxylation
of side-chain carbon C-25 to yield 25-OH-D3 (calcidiol). •
Excretion
• The products of vitamin D metabolism are excreted through the bile into the feces, and very little is
eliminated through the urine. This is in part due to renal reuptake of vitamin D

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 Mechanism of Action
 Function - Maintenance of normal levels of serum calcium and
phosphorus in the bloodstream
 At the liver, vitamin D3 or D2 is hydroxylated to 25-hydroxyvitamin D and
then finally to the primary active metabolite
 This final metabolite binds to endogenous vitamin d receptors, resulting in
a variety of regulatory roles-i.e. maintaining calcium balance, the
regulation of parathyroid hormone, the promotion of the renal reabsorption
of calcium, increased intestinal absorption of calcium and phosphorus, and
increased calcium and phosphorus mobilization of calcium and
phosphorus from bone to plasma maintaining balanced levels of each in
bone and the plasma.

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 Adverse Effects
 Elevated blood levels
 Hypercalcemia
 Nausea, vomiting
 Poor appetite
 Stomach pain
 Constipation
 Bone Loss
 Kidney Failure

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 Contraindications
• Sarcoidosis

• high amount of phosphate in the blood

• high amount of calcium in the blood

• excessive amount of vitamin D in the body

• arteriosclerosis with occlusion of the arteries

• Kidney Stone

• Kidney disease with reduction in kidney function.

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 Objectives
 The objectives for the first three years
include:
 Exceed customer expectations with affordable
pricing.
 Increase the number of customers by more
than 20% per year.
 Develop a business that survives off its own
cash flow.
 To build customer loyalty.

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 MARKETING ASPECTS OF
VITAMIN D DEFICIENCY

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 ICD CODE
Vitamin D deficiency - CODE E55.9

E55.9 is a specific ICD-10-CM code that

can be used to indicate a diagnosis for
reimbursement purposes.

Clinical Information of Vitamin D deficiency-

A nutritional condition produced by a deficiency of vitamin D in the
diet, insufficient production of vitamin D in the skin, inadequate
absorption of vitamin D from the diet, or abnormal conversion of
vitamin D to its bioactive metabolites. It is manifested clinically as
rickets in children and osteomalacia in adults.

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 Prevalence of Vitamin D deficiency in the world
 Vitamin D status has several important roles in bone and muscle health.

 Levels are determined by a combination of factors which influence synthesis in the skin, such as latitude and skin
pigmentation, dietary intake, food fortification and use of supplements.

 Level of adiposity may affect bioavailability, demographics, genetic and disease factors can also play a role.

 It has been widely accepted that vitamin D deficiency (VDD) is a global health problem that impacts not only
musculoskeletal health but also cause acute and chronic diseases.

 Thus, in the context of the global scenario, vitamin D is widely available as a dietary supplements.

 Middle East - Vitamin D deficiency is very common in this area of the world despite high levels of sunshine and UV
radiation throughout the year.

 Studies in both Turkey and Jordan showed a strong relationship with clothing which in part may explain the low
serum levels of 25(OH)D seen in these parts.
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 Europe- Vitamin D insufficiency is common amongst children, less time spent outdoors, lower socioeconomic status, more

advanced pubertal stage. Asian immigrants have a high incidence of vitamin D deficiency.

 Asia - It was thought that this was in part due to their skin not being adapted to cope with low levels of UV radiation. However,

studies across different parts of Asia show a widespread prevalence of vitamin D insufficiency within both sexes and all age

groups.

It is apparent that sub optimal levels of 25(OH)D is a global problem with very few

areas spared. Severe deficiency seems to be most common in the Middle East and

South Asia.. There are several areas, for example in Africa and some parts Asia,

where data are still not available on the prevalence of vitamin D deficiency.

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 Prevalence of VDD in India
 Prevalence of 40-99% - in both urban and rural settings, and across all socioeconomic and geographic strata.

WHY SUCH HIGH PREVALENCE ?

1. Vitamin D Sufficiency via Sun Exposure Is Not a Tenable Solution for Most Indians - Darker skin has high
melanin content which acts as a natural sunscreen.

2. Most dietary sources of vitamin D have very low vitamin D content.

3. Milk is rarely fortified.

4. Indian diet has high phylate content – less absorption of calcium .

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 DIAGNOSIS - assessing serum 25-hydroxy-vitamin D

 REFERENCE RANGE : 20-80 ng/mL

Deficiency: Less than 20 ng/mL
Borderline: 20-29 ng/mL
Optimum level: 30-80 ng/mL
Possible toxicity: > 150 ng/Ml

 TREATMENT -

For vitamin D deficiency in adults: 50,000 IU per week for 6-12 weeks has been used.

In kids : 2- to 3-month regimen of “high-dose” vitamin D therapy of 700- 1000 units

daily

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 MARKET AND COMPETITION
ANALYSIS

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 MARKET SHARE IN MARKET SHARE IN SEGEMNTS ( %)
VALUES VITAMIN SUB SEGMENT

VITAMIN D3 9.27

MULTIVITAMINS + 22.28
MINERALS

PLAIN VITAMIN B 5.45

COMPLEX

MARKET SIZE MAT MAT VALUE MAT 5 YR

OF VITAMINS VALUE 2018 (Rs. bn) VALUE VALUE
2014 2019( Rs CAGR on
(Rs. Bn) Bn) 2014
(%)
VITAMIN D3 2.98 5.38 5.721 15.90
MARKET SIZE

OVERALL MARKET 39.28 58.08 - 8.14

FOR VITAMINS
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 A total of 258 vitamin D formulations are available in the Indian market.

 Vitamin D is commonly available in two forms: Vitamin D2 (ergocalciferol) and vitamin D3

(cholecalciferol).

 Only two preparations contain vitamin D2 (ergocalciferol).

 More than 99.9% of the preparations contain vitamin D3 in the form of alfacalcidiol (25
hydroxycholecalciferol), calcitriol (1,25 dihydroxycholecalciferol) or cholecalciferol (inactive vitamin
D).

 Most of the preparations contain calcitriol or alfacalcidiol.

 Approximately 10% of preparations contain cholecalciferol

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 PREPARATION USE
Cholecalciferol preparation with 10.5%
only Vit D3
Calcitriol preparation+ 39%
Minerals/vitamins
Calcitriol alone 7.5%
Alfacalcidiol +M/V 23.22%
Alfacalcidiol alone 19.8% 24
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 Alfacalcidiol Calcitriol Cholecalcifer TOTAL
(25 hydroxy (1,25 ol (inactive
cholecalcifer dihydroxy Vitamin D)
ol) cholecalcifer Cholecalcifer
ol) ol (inactive
Vitamin D)
Total number 111 (43.02%) 120 (46.5%) 27 (10.5%) 258(100%)
of
preparations
(%)

Cholecalciferol Preparations as- Number (percentage )

Tablets 4 (14.8 %)
Capsules 3 (11.1%)
Injectable 4 (14.8 %)
Sachets 17 (62.9%)

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BRAND COMPANY FORMULATION AMOUNT(IU) SERVING COST (Rs.) MARKET
SHARE
D3 UPRISE Alkem Syrup 400 30 ml 74.26 12%
Laboratories
Calcirol Cadila Pharma Syrup 1000 100 ml 90 11.49%
Arachitol Abott Healthcare Syrup 60000 5 ml 59.23 6.06%
Pvt. Ltd
.
Depura Kids nano Sanofi Oral Solution 400 15 ml 139 5%
D3 must kids Mankind Pharma Syrup 400 15 ml 37.12 4.93%

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 SWOT Analysis

Strength Threat

• Higher efficacy • Already existing

• Low cost higher competition
quantity

Opportunity
Weakness
• New customers
• Lack of brand
• Increased no. of
Awareness
patients
• No added minerals

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 Product Presentation

• Each bottle CONTAINS

400IU/drop
• 25ml
• SYRUP
• Color – orange
• Dosage – As prescribed by the
physician

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 PRICING AND DOSAGE
1) Flanton D syrups
Flavoured Syrups given in the form of drops
– 400 IU
Daily 1ml to kids below 4 years of age to
maintain their Vitamin D levels in body.
Price – Rs 45
Quantity - 25 ml

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 Strategics
1] Target the top brand
 With aggressive marketing strategies
2] Target more of speciality doctors
3] Target more medicals and apply promotional
sales strategies

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 Pre-Launch.
 1] To organize symposium for the doctors
with the key opinion leader to promote the
product
 2] To create awareness about the product
through advertising
 3] Promoting the product by arranging group
seminars for the target audience

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 Launch
1] Providing the doctors with the study material
of the drug

2] Giving samples to the doctors

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 Post Launch
1] Trying to make new prescription
2] Helping the doctors with the quires
respected to the drug.
3] Taking a customer feedback what can be
improve and working on them
4] Publicity can be done by the existing
customers

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 Sales force strategy

Sales force MR Working Day Call / Day Call / month

Planning
Assumptions 1 24 10 240
120 24 10 28,800

Dr. Classification Dr / MR Call to Dr / Call to Dr / Dr Total

Month Month

Class A 30 4 120 3600

Calss B 40 2 80 4800
Class C 50 2 100 6000
Total 120 300 14400

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 Communication Strategy

INDICATIONS:
 Nutritional supplement
 Osteoporosis
 Osteomalacia
 Hypothyroidism
 Vitamin D resistant Rickets
 FamilialHypophosphatemia

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 Communication objective

 To communicate to the customers the WHY, HOW and WHAT of the brand.
 WHY – Purpose we believe in providing the best sunshine and growth in children’s life
 HOW – Utilizing the technology and our competency- cholcalciferol syrups(suspensions) &
chewable tablets
 WHAT – vitamin D an element that effectively treats various deficiencies

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 POSITIONING STATEMENT
FLANTON-D (syrup) provides effective management in treating the symptoms and
effects of MALNUTRITION AND OTHER VITAMIN D DEFICIENCIES by
regulating CALCIUM levels as well as the adrenaline , noradrenaline , and
dopamine production in the brainhelps to maintain the serotonin level whch directly
helps the babies to remain and grow healthier.

Pay off
 Seeking MALNUTRITION
 Seek FLANTON-D.

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 Strategies
 Creating Re-call – Regular visits, customer
engagement
 Well trained Medical Representatives
 Developing an application that is an integration of
pathology labs and doctors.
- Convenient sharing of report information and
booking appointments.

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PRICING
STRATEGY $ Pricing Calculation Rs

Product price out of the MRP 45

retailer

GST 12% 5.4

MRP 39.6

Discount to Retailer 20% 8.1

Price to Retailer (-GST) 31.5

Discount to Stockist 10% -3.15

Price to Stockist (NR) (-GST) 28.35

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 SALES FORECASTING

Objectives
Year 1 Year 2 Year 3
Brand Bottle Market Market Market
Share Share Share
Vitamin D 400 IU*25 1% 1.2% 1.4%
ml
Value (Rs.) 3 Cr 3.6 Cr 4.2 Cr
Growth % - 16% 14.28%
Units (Val 471327.57 565593.08 659858.60
NR)
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 PROMOTIONAL STRATEGY

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 PROMOTOGRAM

Reminders

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 PROMOTOGRAM

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 Campaigns:

 Campaign 1:
Doctor, patient interaction in different regions.
 Campaign 2:
- Organise camps for awreness
- Free diagnostic tests like 25-hydroxy vitamin D blood test etc.

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 Other Post-Promotional tools

 Detailing on I-pad
 Events: CME programs in metro cities
 Camps in rural areas and clinics
 KOL Conference
 Customer Relationship Management Program
 VIP visits
 Banners
 Patient education and awareness poster in
clinics
 5-6 sequential visits /Dr
 Message related Leave Behind Literature
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 CME

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 PROFIT AND LOSS

Sl no BRAND P & L PERCENTAGE (%) RUPEES (Rs)

1 Sales - 4,00,00,000
2 Less Cost Of Goods 32% 128,00,000
3 Gross Margin 68 % 2,72,00,000
4 Less advertisement and promo 10% 40,00,000
(% of sales)
5 Less (Selling Expenses, Marketig Expenses,Distribution) 25% 1,00,00,000
(% of sales)
6 Gross Profit Before Tax (PBT) 1,32,00,000

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 THANK YOU!

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 Disclaimer
• Use only for reference
• All data are assumed and estimated
• This brand plan is flawed hence not accurate in values and
strategies.
• Only for educational purposes

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