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Brand Plan Overview
About the company Brand History Market Overview Azithral Details Azithral SWOT Brand Objective Issues and Critical Success Factors Drivers to achieve target Promotional Plan Special Campaign Growth Horizon
Started in 1907, based in Baroda, Gujarat
Sales as on March 2009: 554Cr (7%)
15 divisions Field force strength: 2700
Diverse Portfolio of Anti infectives, Gastrointestinal
drugs , NSAIDS, Ophthalmics, Cardiovasculars, etc Anti infectives contribute to around 50% of company’s domestic sales Strongly entrenched in the Macrolides category
Source: Chairman’s speech July 2009
Product Description: Azithral Molecule Azithromycin belonging to the class of MACROLIDES Indications Effective against a wide variety of atypical bacterial Used majorly in RTI MOA: Acts by binding to the 50S ribosomal subunit of susceptible microorganisms Interferes with microbial protein synthesis Dosage 500 mg OD for 3/5 days for an adult 100 -200 mg OD for 5 days according to child’s weight .
Azithral is the 27th TOP selling brand* Maintained Leadership with Premium Price. • Caters to needs of different age groups. *IMS ORG Mar 2009 .BRAND HISTORY: AZITHRAL Launched in 1994: 1st Azithromycin in IPM Azithral Liquid launched in 1998 • Brand Leader since launch . • Exclusive Division with focus on Azithral has brought great results to the company.
Market Overview Azithral (96. Ampicillin.99Cr) Source: IMS ORG MAT Dec 09 .76 Cr) Antibiotic Anti-bacterials (Cephalosporins. AmoxyClav. Macrolides and others) (6974.01 Cr) Azithromycin (355.86 Cr) Macrolides (664. Quinolones.
26 Cr 7.S.61% 2.78% 2.76% 2.55% 2.50 Cr 23. 26.Top Brands of Azithromycin-Dec’09 Sr.37 Cr 14.95 Cr 5.98% 8.80% 4 5 6 7 8 9 10.61% 6.49Cr INDOCO WOCKHARDT IPCA MANKIND MICRO NOVA CIPLA BIOCHEM 4.24% 1. No.88 Cr 9.65% Source: IMS ORG MAT Dec 09 .78% 4. 1 2 3 Brand AZITHRAL AZEE ZATHRIN Value 96. ATM AZIWOK AZIBACT ZADY AZILIDE AZIMAX ZITHROCIN 15.01 Cr 29.83 Cr 9.57 Cr 9.15 Cr Company ALEMBIC CIPLA FDC M.
) 555 572 154 Market share 7.Indirect competitors Molecular category Amoxiclav Cefixime Levofloxacin Value (Cr.50% Source: IMS ORG MAT Dec 09 .20% 2.4 5% 0.90% 8.20% Growth (08 to 09) 28% 26% 7% Cefpodoxime Clarithromycin 352 44.60% 31% 13.
Prescription analysis.Azithromycin Sr. no Speciality CPR 1 2 3 4 5 6 GP’s GYNAEC PAEDIA CONS PHY DERMA ENT NovFeb’08 36911 808 433 1536 843 1511 1104 JulOct’08 36467 802 429 1515 809 1630 1048 MarJun’08 34691 760 408 1458 824 1493 1125 NovFeb’09 39067 871 454 1624 838 1597 1076 7 CHEST 737 697 705 737 Source: CMARC Data .
35 2.008 13.009 74.007 11.16 2.AZITHRAL 74.93 20 30 40 2.25 0.93 0 SOLID LIQUID IV 10 2.25 0.4 SOLID LIQUID IV 43.5 2.66 11.16 2.007 43.009 19.5 2.16 80 SALES IN CRORES .23 13.008 57.35 19.16 YEAR 57.66 2.23 2.4 50 60 70 2.
Azithral SKUs Solids: 78% Liquids: 19% Injectibles:2% .
31 MS 07 35.94 24.37 37.64 23.Azithral growth and Market share trend %Mkt share %growth 46.28 MS 08 .16 61.17 62.71 MS 09 24.35 35.
Inhalation Substitution at retailer level High growth rate (31%) of AZEE (main competitor) Prescription degrowth of tablet range lower than the category* Low priced brands gaining M.STRENGTH Top recalled brand of Azithromycin Company equity in Macrolides Market leader in its category (M. Malaria Newer dosage forms: Ointment. 26 %) (~100 cr) Main focus brand for company Widest range (caters to all age groups) WEAKNESS Increasing drug resistance The market has differential pricing with over 150 brands SWOT ANALYSIS THREAT OPPORTUNITY High growth market Newer Indications: Acne.S. Eye drops. Trachoma.S & prescriptions.(AZEE) . HIV.
Brand Objective To maintain the leadership position of Azithral and achieving sales of 130 Cr by the end 0f 2011 with the growth rate of 35 % .
34 Cr) .Projected Target 35% (Rs.
16 Cr 2.Sales Projection AZITHRAL Sales Projected Sales Growth Rate Oral Solids 74.25 Cr 50% Injectibles 2.35 Cr 98.5Cr 34% Oral Liquids 19.26 Cr 5% Total Azithral 96 Cr 130 Cr 35% .50 Cr 29.
Prescription degrowth of tablet range lower than the category Critical Success Factors Increase institutional sales through pricing flexibility /packaging innovations Ensuring availability and schemes to Retailers Capturing the 5 day prescribers and providing doctor inputs .S & prescriptions.Key Marketing Issues & Critical Success Factors Key Issues Arrest the rapid degrowth in Injectibles Low priced brands gaining M.
Drivers to achieve target Price increase by 5% Giving Institutional discounts for the growth of Azithral Injectibles Leverage Brand Loyalty (Increasing prescriptions from prescribers) Stopping substitution at the level of Retailers with schemes and Inputs Establishing Equity with pediatricians with the campaign Converting Doctors prescribing direct and indirect competition .
Create specific plans for state market share growth .Strategies to achieve objective Leveraging on existing equity with Doctors Expand presence of molecule to more indications Positioning differently for different specialities Increasing the Prescriber Base: See Newer Doctors Launch Newer SKUs Ensuring availability and schemes to Retailers Price increase Identify opportunities to increase institutional sales through pricing flexibility /packaging innovations Identify states where our brand share is far lower than national average .
Promotional Plan .
of doctors 100 2o 15 25 20 10 Chest Physicians 10 .Doctor Coverage Total no. of doctors to be covered= 200/MR Speciality General Practitioners Consulting Physicians Dermatologists Paediatricians Gynaecologists ENT No.
Indications GP/CP COPD Sinusitis Pneumonia PID Pharyngitis Tonsilitis Gonorrhoea Pharyngitis Syphillis Tonsilitis SSTI Gynaec Urethritis Cervicitis Acne ENT Otitis media Paedia Otitis media Bacterial sinusitis Derma Acne Pneumonia Pharyngitis Skin and Soft Tissue Infections .
Brand Positioning-URTI Single-minded proposition: Most Effective Target audience – GP/CP/ENT Key message 1: Key message 2: Key message 3: Appropriate Coverage and therapeutic concentration at tissue level with fast action is imp while selecting antibiotics in URTI High Concentration of AZITHRAL in tissues suggests that OD for 5 days or 3 days is effective in treating URTI AZITHRAL assures rapid action in upper respiratory tract infections .
Brand Positioning – Infections and STDs Single-minded proposition: Most Effective Target audience – Gynaecs Key message 1: PID eg. Urethritis and Cervicitis is very common in female patients Key message 2: The need of the hour is an antibiotic that gives fast and most effective relief Key message 3: AZITHRAL gives fast and most effective relief in PID infections .
aureus AZITHRAL is the most used antibiotic in SSTI and can also be prescribed for Acne .Brand Positioning – SSTI & Acne Single-minded proposition: Most Effective Target audience – GP/Derma Key message 1: Key message 2: Key message 3: S.aureus is most common pathogen involved in SSTI AZITHRAL is the preferential antibiotic for bacterial infections with S.
5% 10% 10% 2% 20% 5% 12% 1.5 Cr 15 lac 20 lac 5 lac 1 Cr 1 Cr 20 lac 2 Cr 50 lac 1.2 Cr Contingency Fund 2% 20 lac Total Promotional Expenditure: 10Cr (approx 10% of .Promotional Expenses Activities Samples % of total marketing spend 20% Value 2 Cr Gifts Leave Behinds Posters Visual Aid Trade & Institutional Discount Retailers Input Scientific Literature CME/CRM Incentives Special Campaign 15% 1.5% 2% 0.
72 lacs Azithral 500 mg (500x3) 350 MR * 150 Units per quarter * 4 *Rs 30 Azithral 250 mg (250x6) Azithral XP Tab ( Gynae infections Azithral Cap (25o mg) Azithral dispertab(100mgx3) 350 MR *150 Units per quarter *4 * Rs 30 350 MR * 45 Units per quarter * 4 * Rs 30 350MR * 60 Units per quart * 4 * Rs 30 350 MR * 60 units per quart *4 * Rs 8 Azithral drops ( 10 ml) Azithral liquid (100mg x 15 ml) Azithral Liquid (200 mg x 15 ml) 350 MR * 60 units per quart * 4 * Rs 8 350 * 45 units per quart * 4 * Rs 10 350 * 45 units per quart * 4 * Rs 15 6.Sampling Details SKU Details Amount Allocated 63 lacs 63 lacs 19 lacs 25 lacs 6.72 lacs 6.4 lacs Azithral Total 2 Crs .3 lacs 9.
Retailers Input Trade Schemes = 10 + 1 ( In all SKUs) Every quarter every M.(245 out of 350) . The objective behind this activity is to stop any kind of substitution at retailer level as Azithral is premium priced brand Incentives details Every quarter incentive of Rs 5000 will be awarded to M.R on achieving 102% of target.(5 % of A & P budget.) Calculation is based on assumption if 70% of Sales force achieves targets. wall clocks( costing about Rs 120) .R will gift 60 Retailers gifts like diary.
Promotion Overview QUARTER QTR 1 (AprJun) •Campaign for Paediatrics •Samples •Brand Reminders •Inclinic activities •Literature •Brand Loyalty Programs •Leave Behinds •Trade Schemes QTR 2 (JulSept) •Samples •Brand Reminders •Inclinic activities for newer SKU •Literature •Leave Behinds •Trade Schemes •Institutional Discounts QTR 3 (OctDec) •Campaign for Paediatrics •Samples •Brand Reminders •Inclinic Activities •Literature •Brand Loyalty Programs •Leave Behinds •Trade Schemes QTR 4 (JanMar) •OPD Campaign •Samples •Brand Reminders •Inclinic Activities •Literature •Leave Behinds •Trade Schemes •Institutional Discounts INPUTS .
Pediatrician Campaign .
R s = 350) Sampling Plan No.CAMPAIGN FOR PAEDIATRICIAN Doctor coverage Coverage: 8750 Paediatricians (25 Paediatrician per M.R) (No of M. of samples per doctor Classification of Doctor based on coverage (RCPA and past data) A.Medium C-Low 5 doses for Class A 3 doses for Class B 1 dose for Class C .High B.
tonsilitis) • Sample KIT with all SKUs • Direct mailers from the company • Retail call Day 4 Day 5 Day 6 • SUM up Total care for the three senses • Poster for Clinics .blue tooth.CAMPAIGN DETAILS Day 1 • Detail on Ear Infection and sinusitis • Retail call • Gifts . perfumed candles or room freshners Day 2 Day 3 • Retail call • No detailing • Detail on URTI (Pharyngitis.
like Syrups and KID tab • Conduct a Paediatric campaign. MEASURES • Campaign calendar • After Campaign gets over conduct RCPA to identify the response of doctors . . Azithral as the leading antiinfective amongst Paediatricians GOAL • To achieve an incremental sales of 10 Cr for the SKUs prescribed for paediatric purpose STRATEGY • Focus on specific SKUs.OGSM MODEL FOR PAEDIATRIC CAMPAIGN OBJECTIVE • To establish.
GROWTH HORIZONS HORIZON 1 • Growth rate of 35% • Paediatrician focus • Derma: Acne • Opthalmic Indication: Trachoma & Conjunctivitis • Institutional Sales • For Malaria . HIV Infections • MAC prophylaxis in AIDS • Inhalation SKU HORIZON 2 HORIZON 3 .
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