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Background Information

The collaboration between Roche and Healthcare Pharmaceuticals Limited is a part nership for progress. F. Hoffmann-La Roche Limited is a Swiss company globally active in the research, development and marketing of pharmaceuticals, diagnostics, vitamin and fine che micals. Roche is one of the top ten companies in the world in pharmaceutical sec tor and tops the global list in the diagnostic sector. The net annual income of Roche for the year 2006 has been more than CHF 7.0 billion. Until 1988, Roche did not have any activity in Bangladesh. They appointed Beximc o as the agent for Bangladesh in 1987 and then set up a non-commercial branch of fice in Dhaka in March 1988. This agreement with Beximco was terminated by Roche in 1992 and Alo Multipurpose Co. Ltd., a sister concern of Healthcare Pharmac euticals Limited, was appointed as the new agent. Since then Alo & Co. has been satisfactorily operating the import and sales of the pharmaceutical products of Roche in Bangladesh. The marketing activities of Roche started in Bangladesh in August 1988 with a te am of 7 persons. The annual sales of 1988 was little more than Taka 15.- Lac. To day, more than 200 people are engaged for Roche business and the sales for 2001 is expected to exceed Taka 100 Crore. With the excellent growth of business in Bangladesh, Roche decided to strengthen its position in Bangladesh and eventually the non-commercial branch office was substituted by a full fledged affiliate company of Roche. The new company, styl ed Roche Bangladesh Limited (RBL), was registered as a private limited company i n December 1998 with 100% equity held by Roche Group. RBL is the first, and so f ar the only, foreign direct investment (FDI) in the pharmaceutical sector in the last 25 years. Roche was convinced with the huge potential to grow in this market. However, the only impediment was a regulation that deletes a medicinal product from import l ist if a similar product is manufactured locally. As the entire business of Roch e in Bangladesh was based on import of medicines from Switzerland, there had bee n always a risk of losing potential products the moment it should attract the at tention of the local manufacturers. Roche decided to protect its position in Ban gladesh through installing arrangements for the local production of its internat ionally reputed brands. Roche opted to nominate a suitable Licensee to manufactu re in Bangladesh.

As the manufacturing environment of the existing plants in the country did not m eet the technical requirements of Roche, it was difficult to choose the suitable Licensee. As a consequence it became imperative for an entrepreneur, willing to be the Roche Licensee, to establish a new plant according to the international standard of Good Manufacturing Practices (GMP). The solution came through a uniq ue agreement between Roche and Healthcare Pharmaceuticals Limited (HPL) which is summarized below. Roche and HPL signed two agreements :

License Agreement, and Technical Cooperation Agreement

According to the agreements, the following responsibilities were taken by HPL : 1. Invest for establishment of a state of the art pharmaceutical plant in B angladesh to produce Roche products under license. 2. s. Adhere to the requirements of GMP for the manufacturing of Roche product

3. Comply to the recommendations of Roche for the assurance of quality of R oche products. Roche took the responsibilities to provide the following support to HPL: 1. All sorts of technical advice for the design and construction of the pha rmaceutical manufacturing plant, according to the international standard of GMP. 2. Assistance in the selection and procurement of machinery and equipment f or the plant. 3. Transfer of technology including the know-how of processes and formulati ons for the manufacturing of Roche products including the analytical specificati ons and the detailed methods of analysis of Roche products. 4. Collaborate with HPL technical personnel in the interpretation and appli cation of Roche know-how for the manufacturing of Roche products. 5. t. Assist HPL in the selection and local training of personnel for the plan

6. Conduct marketing activities to promote sales of the Roche products manu factured under license by HPL.

The main advantages of the collaboration between Roche and HPL could be identifi ed as follows : 1. HPL will manufacture Roche products under license.

2. Roche Bangladesh Limited will do the planning and marketing activities t o promote the sales of the Roche products manufactured under license by HPL. 3. To make the investment feasible, the projection requires a sales of Taka 43.- Crore in the first twelve months of operation. The sales volume of the cur rent mix of Roche products has already attained a trend to exceed the said value in 2001. With further expansion of the product range due to local manufacturing , the turnover should even exceed the projection. 4. The feasibility of the project was scrutinized by two international orga nizations. Roche analyzed the business feasibility and decided to enter into the license agreement with HPL. The other one was HSBC, who made a thorough feasibi

lity study and granted the industrial loan to the HPL project. 5. The feasibility studies of the HPL project have so far been based only o n the state of Roche business in Bangladesh. With the reputation of quality and GMP standard of the plant, HPL would have a high probability of manufacturing (u nder license) the products of other internationally reputed pharmaceutical compa nies. Such arrangements should provide HPL with a lot of added benefits.

F. Hoffmann - La Roche Limited

Year of Establishment 1896 Headquarters Basle, Switzerland Major Business Segments Fine chemicals 20% Flavor & fragrance 10% Diagnostics 5%

Pharmaceuticals 65%

F. Hoffmann-La Roche Limited

Market Capitalization :

Among Pharmaceutical Companies Among Diagnostics Companies CHF 137.9 bn

1st in the world 1st in the world Sales Turnover : Among Pharmaceutical Companies Among Diagnostics Companies

CHF 27.56 bn (2006) 7th in the world 1st in the world Global Activities

> 140 Countries

Research Achievements

12 Mio CHF R&D Expenses per working day (approximately) 3 Noble Prizes awarded to the Scientists working in the Roche research laboratories

More than 100 Innovative medicines introduced in the world market

Not a single generic product Manufactured or sold in any country of the world in the last 102 years

Only Roche can be proud of such achievement !!!

Key Information

1. There had been 9 multinational pharmaceutical plants in the then East Pa kistan until 1971 2. 3. 1994 4. With Ciba-Geigy establishing a plant 1987, the total number became 10. Out of them, 4 companies left Bangladesh by closing plants between 1990Recently, Hoechst has sold their pharma plant to a local company

5. RBL will be the 2nd pharma MNC establishing an affiliate in Bangladesh. (Ciba-Geigy 1973). 6. The Roche plant will be the 2nd pharma plant since our independence (C-G 1987) 7. Roche has been transferring technology to HPL to build an international standard pharmaceutical plant 8. From the 1st year of operation, Roche will export locally produced medic ines to Myanmar. Bangladesh: A Difficult Market

Market Environment

1. More than 200 pharmaceutical manufacturing companies. Out of them 5 are multinationals; Glaxo, Rhone Poulenc, Reckitt & Colman, Akzo Nobel and Novartis. 2. At least 3 of the local manufacturers have bigger plants than any of the multinationals in Bangladesh 3. The 5 MNCs take 30% of the pharma market share

4. More than 95% of the pharma requirements are produced locally. Import is limited to about 5 % 5. Size of the pharma market 2006 : Tk. 13,630 Mio (CHF 425 Mio)

6. 7.

There is a strong organization of the local manufacturers The market is highly price sensitive

Bangladesh : A difficult Market



Import of pharmaceuticals, as a whole is discouraged

2. The registration process is strict with imported products and is much re laxed with local produce, 3. Pharma products (with same active ingredient) produced in the country in sufficient quantities are not allowed to be imported. When the same medicine is produced by 2 or more local manufacturers, it is considered to be sufficient.


License manufacturing has two different perspectives :

It the licensor has a pharma plant in Bangladesh, they can offer license to any other local manufacturer in Bangladesh for any product they like. If the licensor does not have a pharma plant in Bangladesh, the can offer licens e to any other local manufacturer in Bangladesh for any product which is not man ufactured locality.

Pharmaceutical Market Size 2000 Bangladesh Different Therapeutic Class All Values are in Taka mio

Value Total Market 13,630 100


Anti-infectives 4,500 33 Antacid + Anti-ulcerant 1,815


Vitamins CNS 960 Musculo skeletal 840 Cardivascular 570 Others 7 6 4 3,900



Top 20 Pharmaceutical Companies: Bangladesh 1Q 98 Rankings

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20.

Square Beximco RPR Opsonin Glaxo Acme ACI SK+F Renata Hoechst Drug International Servipharm Novartis Organon Jayson Ibne Sina Pharmadesh Medimpex Libra Roche

Source : IMS, 1Q 98 Roche in Bangladesh

Appointment of agent I & I Services Nov. 1987 Establishment of the scientific office March 1988

Commencement of marketing Activities August 1988

Termination of agency with I & I Services March 1992 Appointment of Alo & Co. as new agent May 1992 License agreement with Healthcare Pharmaceuticals Ltd. October 1996 Decision to set up a Roche plant March 1998 Decision to form an affiliate Roche Bangladesh Limited

June 1998

Support from Roche to HPL

According to the

License Agreement, and Technical Cooperation Agreement

Roche will render following support to HPL : 1. All sorts of consultation and technical support for the construction of the pharma manufacturing plant satisfying the GMP requirements of WHO 2. Assistance in the selection and procurement of machinery and equipment f or the plant. 3. Transfer of processes and formulations for the manufacturing of Roche pr oducts including the analytical specifications and the methods of analysis 4. Periodic visit of the Roche experts in the plant of HPL to help HPL tech nical personnel in the manufacturing of products 5. Organise training of the technical personnel of HPL in the Roche plants abroad. 6. Offer possible advisory support of RBL to HPL as when necessary.

Healthcare Pharmaceuticals Project: Bangladesh Consultation & Services

Job Title Organization Country Fact Finding & Feasibility Study Inteck Switzerland Initial Environmental Study Proteck Engineers Bangladesh Concept Design Roche Switzerland Schematic Design MRC Systems Ltd. Basic Design (Civil, HVAC) MRC Systems Ltd. Detailed Design (Civil) Environ Structure Detailed Design (HVAC) Agragami Engineers ETP Design Djumintar Hutapiea Civil Construction Alo Construction Co. Clean-room Fabrication MRC Systems Ltd. HVAC Installation Agragami Engineers

U.K. U.K. Bangladesh Bangladesh Indonesia Bangladesh U.K. Bangladesh

ETP Installation Djumintar Hutapiea Engineering Supervision Environ Structure Design Validation Roche Switzerland Process Validation Roche Switzerland

Indonesia Bangladesh

Project Management PSC (HPL & RBL) Bangladesh PRODUCT MIX Current Import Import continued Local Production Dilatrend Tabs Dilatrend Tabs Dormicum Tabs Dormicum Tabs Dormicum Amps Dormicum Amps Globocef Tabs Globocef Tabs Inhibace Tablets Inhibace Tablets Lariam Tabs Lariam Tabs Lexotanil Tabs Lexotanil Tabs Neomercazole Tabs Neomercazole Tabs Rivotril Tabs Rivotril Tabs Rocephin Vials Rocephin Vials Rocaltrol Caps Rocaltrol Caps Toradol Tabs Toradol Tabs Toradol Amps Toradol Amps Xenical Caps Xenical Caps Bondronat Amps Bondronat Amps Cellcept Tabs Cellcept Tabs Herceptin Vials Herceptin Vials KonakionMM Amps KonakionMM Amps Mabthera Vial Mabthera Vial Neupogen Syringe Neupogen Syringe Neotigason Caps Neotigason Caps Recormon Syringe Recormon Syringe Roaccutane Caps Roaccutane Caps Roferon-A Syringe Roferon-A Syringe Vesanoid Caps Vesanoid Caps Xeloda Tabs Xeloda Tabs

New Introductions Tilcotil Tablets Sanatogen-C Naprosyn Sanatogen-M Sanatogen-J Aspro Rennie OBJECTIVE The main purpose of any business is to ensure profit but simultaneously our Biot ech products are helping people to protect there lives from some determent disea ses like Cancer, Liver cirrhosis, Severe skin diseases. Roche Bangladesh Ltd. Se

lling their Biotech products for the Bangladeshi patients at a lower cost in com parison with other countries of the world. It has been possible for our higher m anagement because they convinced them (Roche Switzerland) to arrange subsidies i n extent of these type of costly medicine; which is not affordable to all of our mass people. As a multinational company it has some social responsibilities tha t is why they are providing their costly medicines to the Bangladeshi people at cheapest rate & to aware some severe diseases like; Hepatitis C, Cancer, Kidney failure by arranging open seminar & symposium. CATEGORY OF PRODUCTS There are two types of Roche products. One is Rx products which is sold in the m arket place for normal patients at sight of prescriptions. Another one is Biotec h products which is sold from the Depots with follows some rules & regulations b ecause Biotech products are needed to keep in freezing condition at 2~8 degree C elsius. Rx Products Rx products are used to cure to any diseases for human being & also for animals. These types products are prescribed by general practitioners. Rx products are a vailable at all medicine shops. In Rx products there are some products are calle d OTC (Over the counter) product that is sold from the medicine shops without pr escription for some very common diseases. For example; Napa for headache, Raniti d for acidity, Lexotanil for anxiety problem. We can draw a little attention to the Rx products which are sold in the medicine shop & they are used for general treatment of various patients according to the rapeutic groups in Bangladesh market. Sl. Group Generic name Brand Name Uses 01 Cephalosporin Ceftriaxon Sodium Oricef, Axon, Ceftron Post Ope rative Complication, Pneumonia 02 Quinolon Derivatives Ciprofloxacine Rocipro, Cipro Typhoid 03 Anti-Histamin Levocetrizine Alcet, Alatrol Allergy 04 Anti-ulcerant Esomiprazole Sergel, Neptor Acid Control 05 NSAID Ketorolac Toradol, Todol, anadol To reduce surgical pain & inflammation 06 Anti-Depressant Bromazepam Lexotanil, Tenil, Boopam To reduce anxiety 07 Sedative Midazolam Dormicum, Anquil Sleeping disturb ance 08 Vitamin Vitamin Konakion, Cevit To construct body & mind Presently Roche Bangladesh Ltd. Is selling the following Rx products:Naprosyn Indications: Rheumatoid arthritis, Osteoarthritis, Ankylosing spondylitis & Juve nile rheumatoid arthritis, Acute gout. Competitors: Servinaprox, Naproson, Sonap. Total market size: 55~60 Crore. Roche share: 33 % Others: 67 %

Xenical Indications: Competitors: Total market Roche share: Others: 73 % Obesity & over weight. Adiponil, Diatil, Sibuthin, Redux. size: 10~15 Crore. 27 %

Toradol Indications: Relief of pain associate of surgical procedures & for the managemen t of others acute pain. Competitors: Todol, Anadol, Torax, Zipac. Total market size: 150~175 Crore. Roche share: 20 % Others: 80 %

Lexotanil Indications: Competitors: Total market Roche share: Others: 69 % Anxiety & tension. Boopam, Tenil, Xionil. size: 60~70 Crore. 31 %

Rivotril Indications: Competitors: Total market Roche share: Others: 60 % Panic disorder, Bipalor affective disorder, Epilepsy. Disopan, Epiclone, Anopril. size: 35~45 Crore. 40 %

Dormicum Indications: Competitors: Total market Roche share: Others: 44 % Disturbance of sleep rythom & all forms of Insomnia . Anquil, sidaquil, Aluctin. size: 25~30 Crore. 56 %

Dilatrend Indications: Essential hypertension, Angina pectoris, Congestive heart failure. Competitors: Carvista, Diola, Vesodil.

Total market size: 30~35 Crore. Roche share: 20 % Others: 80 %

Tilcotil Indications: Rheumatoid arthritis, Osteoarthritis, Ankylosing spondylitis, Arthr osis, Extra articular disorder, Acute gout. Competitors: Servinaprox, Naproson, Sonap. Total market size: 10~11 Crore. Roche share: 35 % Others: 65 %

Rocaltrol Indications: Estabilished postmenopausal osteoporosis, undergoing hem dialysis, Post surgical hypoprathyroidism, Idiopathic hypoprathyroidism. Competitors: Dicaltrol. Total market size: 05~07 Crore. Roche share: 19 % Others: 81 %

Biotech Definitions of Biotech Biological Science when applied especially in genetic engineering and recombinan t DNA Technology. Biotechnology is technology based on biology, especially when used in agricultur e, food science, and medicine. History Main article: History of Biotechnology Early cultures also understood the importance of using natural processes to brea kdown waste products into inert forms. From very early nomadic tribes to pre-urb an civilizations it was common knowledge that given enough time organic waste pr oducts would be absorbed and eventually integrated into the soil. It was not unt il the advent of modern microbiology and chemistry that this process was fully u nderstood and attributed to bacteria. The most practical use of biotechnology, which is still present today, is the cu ltivations of plants to produce food suitable to humans. Agriculture has been th eorized to have become the dominant way of producing food since the Neolithic Re volution. The processes and methods of agriculture have been refined by other me chanical and biological sciences since its inception. Through early biotechnolog y farmers were able to select the best suited and high-yield crops to produce en ough food to support a growing population. Other uses of biotechnology were requ ired as crops and fields became increasingly large and difficult to maintain. Sp ecific organisms and organism byproducts were used to fertilize, restore nitroge n, and control pests. Throughout the use of agriculture farmers have inadvertent ly altered the genetics of their crops through introducing them to new environme nts, breeding them with other plants, and by using artificial selection. In mode rn times some plants are genetically modified to produce specific nutritional va lues or to be economical. The process of Ethanol fermentation was also one of the first forms of biotechno logy. Cultures such as those in Mesopotamia, Egypt, and Iran developed the proce ss of brewing which consisted of combining malted grains with specific yeasts to produce alcoholic beverages. In this process the carbohydrates in the grains we re broken down into alcohols such as ethanol. Later other cultures produced the process of Lactic acid fermentation which allowed the fermentation and preservat ion of other forms of food. Fermentation was also used in this time period to pr oduce leavened bread. Although the process of fermentation was not fully underst ood until Louis Pasteurs work in 1857, it is still the first use of biotechnology to convert a food source into another form. Combinations of plants and other organisms were used as medications in many earl y civilizations. Since as early as 200 BC people began to use disabled or minute amounts of infectious agents to immunize themselves against infections. These a nd similar processes have been refined in modern medicine and have lead to many developments such as antibiotics, vaccines, and other methods of fighting sickne ss. In the early twentieth century, our society gained a greater understanding of bi ochemical and genetic mechanisms, and we began to explore ways of manufacturing specific products using microbiology techniques. In 1917, Chaim Weizmann first u sed a pure culture in an industrial process, that of manufacturing corn starch u sing Clostridium acetobutylicum to produce acetone, which the United Kingdom des perately needed to manufacture explosives during World War I.[3]

The field of modern biotechnology is thought to have largely began on June 16, 1 980, when the United States Supreme Court ruled that a genetically-modified micr oorganism could be patented in the case of Diamond v. Chakrabarty.[4] Indian-bor n Ananda Chakrabarty, working for General Electric, had developed a bacterium (d erived from the Pseudomonas genus) capable of breaking down crude oil, which he proposed to use in treating oil spills.

Applications Biotechnology has applications in four major industrial areas, including health care, crop production and agriculture, non food uses of crops (e.g. biodegradabl e plastics, vegetable oil, biofuels), and environmental uses. For example, one a pplication of biotechnology is the directed use of organisms for the manufacture of organic products (examples include beer and milk products). Another example is using naturally present bacteria by the mining industry in bioleaching. Biote chnology is also used to recycle, treat waste, clean up sites contaminated by in dustrial activities (bioremediation), and produce biological weapons. Red biotechnology is applied to medical processes. Some examples are the designi ng of organisms to produce antibiotics, and the engineering of genetic cures thr ough genomic manipulation. White biotechnology also known as grey biotechnology, is biotechnology applied t o industrial processes. An example is the designing of an organism to produce a useful chemical. Another example is the using of enzymes as industrial catalysts to either produce valuable chemicals or destroy hazardous/polluting chemicals ( examples using oxidoreducatses are given in Feng Xu (2005) Applications of oxidor eductases: Recent progress Ind. Biotechnol. 1, 38-50 [1]). White biotechnology te nds to consume less in resources than traditional processes used to produce indu strial goods. Green biotechnology is biotechnology applied to agricultural processes. An examp le is the designing of transgenic plants to grow under specific environmental co nditions or in the presence (or absence) of certain agricultural chemicals. One hope is that green biotechnology might produce more environmentally friendly sol utions than traditional industrial agriculture. An example of this is the engine ering of a plant to express a pesticide, thereby eliminating the need for extern al application of pesticides. An example of this would be Bt corn. Whether or no t green biotechnology products such as this are ultimately more environmentally friendly is a topic of considerable debate. The term blue biotechnology has also been used to describe the marine and aquati c applications of biotechnology, but its use is relatively rare. Bioinformatics is an interdisciplinary field which addresses biological problems using computational techniques, and makes the rapid organization and analysis o f biological data possible. The field may also be referred to as computational b iology, and can be defined as, "conceptualizing biology in terms of molecules an d then applying informatics techniques to understand and organize the informatio n associated with these molecules, on a large scale."[5] Bioinformatics plays a key role in various areas, such as functional genomics, structural genomics, and proteomics, and forms a key component in the biotechnology and pharmaceutical s ector. Medicine In medicine, modern biotechnology finds promising applications in: pharmacogenomics; drug production; genetic testing; and gene therapy. Pharmacogenomics Main article: Pharmacogenomics Pharmacogenomics is the study of how the genetic inheritance of an individual af fects his/her bodys response to drugs. It is a coined word derived from the words pharmacology and genomics. It is therefore the study of the relationship between ph

armaceuticals and genetics. The vision of pharmacogenomics is to be able to desi gn and produce drugs that are adapted to each persons genetic makeup.[6] Pharmacogenomics results in the following benefits:[7] 1. Development of tailor-made medicines. Using pharmacogenomics, pharmaceutical companies can create drugs based on the proteins, enzymes and RNA molecules that are associated with specific genes and diseases. These tailor-made drugs promis e not only to maximize therapeutic effects but also to decrease damage to nearby healthy cells. 2. More accurate methods of determining appropriate drug dosages. Knowing a pati ents genetics will enable doctors to determine how well his/ her body can process and metabolize a medicine. This will maximize the value of the medicine and dec rease the likelihood of overdose. 3.Improvements in the drug discovery and approval process. The discovery of pote ntial therapies will be made easier using genome targets. Genes have been associ ated with numerous diseases and disorders. With modern biotechnology, these gene s can be used as targets for the development of effective new therapies, which c ould significantly shorten the drug discovery process. 4. Better vaccines. Safer vaccines can be designed and produced by organisms tra nsformed by means of genetic engineering. These vaccines will elicit the immune response without the attendant risks of infection. They will be inexpensive, sta ble, easy to store, and capable of being engineered to carry several strains of pathogen at once. Pharmaceutical products Traditional pharmaceutical drugs are small chemicals molecules that treat the sy mptoms of a disease or illness - one molecule directed at a single target. Bioph armaceuticals are large biological molecules known as proteins and these target the underlying mechanisms and pathways of a malady; it is a relatively young ind ustry. They can deal with targets in humans that are not accessible with traditi onal medicines. A patient typically is dosed with a small molecule via a tablet while a large molecule is typically injected. Small molecules are manufactured by chemistry but large molecules are created by living cells: for example, - bacteria cells, yeast cell,animal cells. Modern biotechnology is often associated with the use of genetically altered mic roorganisms such as E. coli or yeast for the production of substances like insul in or antibiotics. It can also refer to transgenic animals or transgenic plants, such as Bt corn. Genetically altered mammalian cells, such as Chinese Hamster O vary (CHO) cells, are also widely used to manufacture pharmaceuticals. Another p romising new biotechnology application is the development of plant-made pharmace uticals. Biotechnology is also commonly associated with landmark breakthroughs in new med ical therapies to treat diabetes, hepatitis B, hepatitis C, cancers, arthritis, haemophilia, bone fractures, multiple sclerosis, cardiovascular as well as molec ular diagnostic devices than can be used to define the patient population. Herce ptin, is the first drug approved for use with a matching diagnostic test and is used to treat breast cancer in women whose cancer cells express the protein HER2 . Modern biotechnology can be used to manufacture existing drugs more easily and c heaply. The first genetically engineered products were medicines designed to com bat human diseases. To cite one example, in 1978 Genentech joined a gene for ins ulin and a plasmid vector and put the resulting gene into a bacterium called Esc herichia coli. Insulin, widely used for the treatment of diabetes, was previousl y extracted from sheep and pigs. It was very expensive and often elicited unwant ed allergic responses. The resulting genetically engineered bacterium enabled th e production of vast quantities of human insulin at low cost.[8] Since then modern biotechnology has made it possible to produce more easily and cheaply the human growth hormone, clotting factors for hemophiliacs, fertility d rugs, erythropoietin and other drugs.[9] Most drugs today are based on about 500 molecular targets. Genomic knowledge of the genes involved in diseases, disease pathways, and drug-response sites are expected to lead to the discovery of thou sands more new targets.[10]

The Followings are the biotech products sold in all the country through our own distributions channel: Sl. Product Name Generic Name Product Form MRP(Tk) Uses 01 Avastin Bivacizumab Vial 39,375 Clorectal Cancer 02 Bonbronat Ibandronat Vial 24750 Bone Cancer 03 Celcept Mycophenolate Tablet 146.25 Kidney Trasplantation 04 Cymevene Gancicelovir Vial 4050 Immature lung for babies 05 Herceptine Trastuzumab Vial 157000 Breast Cancer 06 Mabthera Rituxmab Vial 3500 cancer 07 Pegasys Pegianterferon Prefilled syring 21375 Hepatitis 08 Recormon Epoetine beta Prefilled Syring 2925 Kidney D iseases 09 Roferon-A Interferonalfa-2a Prefilled syring 2092 Hepatitis-B 10 Terceva Erlotinib Tablet 202500 Lung Cancer 11 Vesenoid Alltransenetinoid acid Capsule 28125 Blood Cancer 12 Xeloda Capecitavine Tablet 240 Cancer

Marketing Program Marketing Strategy. There are four marketing strategies in the introductory stage of a product life cycle. Here we are concentrating on the rapid penetratio n. The features of the strategies are as follows: a. Low product cost. As our Doctors and patients are price sensitive and we e xpect to behave them habitually about our product so we will focus on low cost. b. High spending on product promotion. As the product is new to the mar ket and the market size is large ,moreover people are not aware about the produc t so we need to carry out extensive promotional activities about the product. c. Large Target Market. Since middle & upper class patients ar e our target market, so it is proportionately large. d. Consumers are aware of the product. Since the product is not new to the ma rket so it will require less marketing effort to make the buyers aware about th e product. 7.1.2 Marketing Mix

Product Strategy Features of the product. All the medicines will be made from finest act ive ingredient, excipient Primary and Secondary packing have following features: Fine finished Film Coated Dry and moveable in side the foil pack clear printing the name, Mfd date, exp. date and stories conditions

Basing Tangibility &Durability. The product will be a durable good which will last long through its life time that means up to expiration date. Basing on industrial goods classification The product falls under supplies and production category as it will be long lasting goods that will facilitate d eveloping the finished product by the business .

b. Price thers costs. Pricing objective.

Price is the marketing mix element that produces revenue and o Our pricing objective is to maximize current profit.

Determining Demand. Price Sensitivity The business market is price sensitive.

Price elasticity of demand Due to price sensitivity the product will be ela stic that means if price increase the demand will decrease. Estimate Costs fit analysis. Selecting the Pricing Method ethod. The estimated costs are shown in detail cost pro We set up our product price by markup pricing m

c. Place. We will cover all over A+ doctors front then it goes to all type of practitioners: d. Promotion.

Advertisement a. Awareness Advertisement. We plan to advertise with attractive gifts and prize to the doctors and chemist. b. Press. We plan t launch the venture wit a press conference.

c. sticker. In commercial areas like hospitals, all chemist shop, do ctors chamber, clinics. Sales Promotion. a. Point of Sales. We will provide some useful data and leaflet to doctors and chemist. b. Sponsorship. We will take part in sponsoring test series to be held i n Bangladesh/Any charity events to be socially responsible. c. Incentives to the seller we will arrange annual formal meeting wi th the dealers and best seller will be awarded. d. Incentives to the consumers g ten boxes for initial few months. Sales Force. we will offer one box medicine for buyin

We have a strong sales forces convincing our target grou

p and for delivery of our products to the message to doctors will send our free samples in various target groups like doctors and chemist.