Brand Plan 2016-1

Ashish Shukla – Group Product Manager

Current Market Scenario
IMS SSA & CMARC
 Therapy Market Scenario

Units (L) Value (Cr) MS% Gth (U) % Gth (V) %

Anti-Diabetic Market

200322.9 7729.2 100% 12.1 26.4

DPP- Inhibitors &

8311 1759.2 22.7% 51% 55.5%
Combinations

 Diabetes Market is growing faster than the IPM & the biggest growth
driver in the market is DPP4 Inhibitors

Pharmatrac Nov15
 Brand Market Scenario

Sr.No Brand Company PACK LAUNCH Units (L) Value (Cr) MS (%) Val Gr (%) Unit Gr (%)

  Teneligliptin 15.9 24.1 100.0 #DIV/0! #DIV/0!

1 Zita Plus Glenmark 10 Jun-15 8.0 12.1 50.3 #DIV/0! #DIV/0!

2 Ziten Glenmark 10 Jun-15 4.5 6.8 28.4 #DIV/0! #DIV/0!
3 Tiban Ajanta 10 Aug-15 0.6 0.9 3.7 #DIV/0! #DIV/0!
4 Teniva Intas 10 Oct-15 0.5 0.8 3.3 #DIV/0! #DIV/0!
5 Tglip Intas 10 Mar-05 0.4 0.6 2.7 #DIV/0! #DIV/0!
6 Tendia Eris 10 Oct-15 0.4 0.6 2.6 #DIV/0! #DIV/0!
7 Tenepride Micro 10 Nov-15 0.4 0.6 2.4 #DIV/0! #DIV/0!
8 Inogla Wockhardt 10 Oct-15 0.3 0.5 2.1 #DIV/0! #DIV/0!
9 Eternex T Alembic 10 Oct-15 0.2 0.4 1.5 #DIV/0! #DIV/0!
10 Tenepure Unichem 10 Oct-15 0.2 0.3 1.3 #DIV/0! #DIV/0!
11 Tenebite Corona 10 Oct-15 0.1 0.1 0.6 #DIV/0! #DIV/0!
12 Tenglyn Zydus 15 Nov-15 0.2 0.1 0.5 #DIV/0! #DIV/0!
13 Dynaglipt Mankind 10 Nov-15 0.1 0.1 0.5 #DIV/0! #DIV/0!
14 Tenuvia Precia 10 Nov-15 0.0 0.0 0.1 #DIV/0! #DIV/0!

 Ziten Plus & Ziten are dominating the market and having 78% MS.

Pharmatrac Nov15
 Molecule 3 Years Brand Progression

  MAT 2013 MAT 2014 MAT 2015

Subgroup Val (Cr) MS% Val Gr (%) Unit (L) Unit Gr (%) Val (Cr) MS % Val Gr (%) Unit (L) Unit Gr (%) Val (cr) MS% Val Gr (%) Unit (L) Unit Gr (%)

DPP4 Inhibitor Market 790.4 100.0 28.6 374.5 26.31 1134.5 100.0 43.5 549.1 46.6 1759.2 100.0 55.1 831.1 49.7

Vildagliptin + Metformin 228.6 28.9 66.5 139.9 132.55 316.4 27.9 92.1 189.9 156.1 452.6 25.7 43.0 259.9 29.0

Sitagliptin + Metformin 164.7 20.8 3.6 74.2 -28.65 263.0 23.2 15.1 130.6 -6.7 487.8 27.7 85.4 222.6 296.0

Vildagliptin 154.7 19.6 13.1 69.4 19.29 203.0 17.9 52.1 89.6 49.8 253.5 14.4 24.9 105.5 65.6

Sitagliptin 133.4 16.9 9.9 59.8 1.61 187.7 16.5 21.3 88.8 27.9 293.7 16.7 56.5 146.9 25.1

Linagliptin 52.0 6.6 11.8 15.2 33.51 69.6 6.1 33.9 20.4 33.9 104.2 5.9 49.7 30.5 70.4

Saxagliptin 37.7 4.8 176.0 8.6 116.27 50.3 4.4 33.6 11.4 31.5 66.3 3.8 31.7 14.7 #DIV/0!

Saxagliptin + Metformin 19.3 2.4 999.0 7.4 999.00 36.6 3.2 89.6 14.0 89.6 45.9 2.6 25.3 17.5 17.8

Linagliptin + Metformin 0.0 0.0 #DIV/0! 0.0 #DIV/0! 7.8 0.7 #DIV/0! 4.4 #DIV/0! 31.2 1.8 300.5 17.5 36.9

Teneligliptin 0.0 0.0 #DIV/0! 0.0 #DIV/0! 0.0 0.0 #DIV/0! 0.0 #DIV/0! 24.1 1.4 #DIV/0! 15.9 51.4

 All the DPP4 Molecules are growing at a higher rate consistently for the
last three years

Pharmatrac Nov15
 Brand Market Share & Rank Progression

 Newly Launched brand

Pharmatrac Nov15
 Prescription Audit Summary
Molecules NOV'13-OCT'14 NOV'14-OCT'15 MS% Growth%
Antidiabetic Oral Solids 180476 192913 100 6.89
Glimepiride + Metformin 40123 41205 21.36 2.70
Metformin-Sr / Er 21073 21658 11.23 2.78
Metformin 15517 15249 7.90 -1.73
Glimepiride 13287 12974 6.73 -2.36
Voglibose 11394 12739 6.60 11.80
Piogli + Glimep + Metformin 11340 11932 6.19 5.22
Sitagliptin + Metformin 6198 7565 3.92 22.06
Vildagliptin + Metformin 6317 7303 3.79 15.61
Voglibose+Glimepiride+Metformi 4527 6844 3.55 51.18
Gliclazide + Metformin 6003 5929 3.07 -1.23
Voglibose+Metformin 4679 5550 2.88 18.62
Vildagliptin 4049 4458 2.31 10.10
Glipizide + Metformin 4329 4184 2.17 -3.35
Glibenclamide+Metformin 3891 4018 2.08 3.26
Pioglitazone 3746 3946 2.05 5.34
Sitagliptin (S) 2779 3439 1.78 23.75
Gliclazide-Cr / Mr / Er / Xr 2891 3114 1.61 7.71
Gliclazide 2353 2582 1.34 9.73
Pioglitazone + Metformin 2129 2397 1.24 12.59
Glipizide 1938 1830 0.95 -5.57
Glibenclamide 1393 1241 0.64 -10.91
Ayurvedic Diabetic 893 1162 0.60 30.12
Acarbose 1197 1128 0.58 -5.76
Linagliptin 949 1088 0.56 14.65
Saroglitazar 728 1085 0.56 49.04
Repaglinide 881 904 0.47 2.61
Glibencla+Piogli+Metformin 935 850 0.44 -9.09
Saxagliptin 655 728 0.38 11.15
Gliclazide-Mr + Metformin-Sr 709 625 0.32 -11.85
Teneligliptin 0 599 0.31 #DIV/0!

Pharmatrac Nov15
 Prescription Audit Summary - Class

NOV'13-OCT'14 NOV'14-OCT'15 MS% Growth%

Gliptin Market 16864 20624 100 22.30
Vildagliptin 4049 4458 21.6 10.10
Sitagliptin (S) 2779 3439 16.7 23.75
Linagliptin 949 1088 5.3 14.65
Saxagliptin 655 728 3.5 11.15
Teneligliptin 0 599 2.9 #DIV/0!

 All the DPP4 Molecules are growing at a higher rate consistently for the
last three years

Pharmatrac Nov15
 Prescription Audit Summary - Brand

NOV'13-OCT'14 NOV'14-OCT'15 MS% Growth%

Gliptin Market 16864 20624 100 22.30
Sitagliptin (S) 2779 3439 16.7 23.75
Jalra Tab [Usv-Condor ] 1812 1987 9.6 9.66
Galvus Tab [Novart-Cvm ] 1788 1883 9.1 5.31
Januvia Tab [Msd-Mb] 1446 1510 7.3 4.43
Zita Tab [Glenhealthon] 812 1239 6.0 52.59
Trajenta Tab [Lilly-Lct] 949 1088 5.3 14.65
Onglyza Tab [Astzen-Cv] 655 728 3.5 11.15
Istavel Tab [Spil-Symenta] 521 690 3.3 32.44
Zomelis Tab [Abbott-Ditfh] 281 325 1.6 15.66
Ziten Tab [Glen Cv ] 0 323 1.6 #DIV/0!
Zita Plus Tab [Glenhealthon] 0 276 1.3 #DIV/0!
Vysov Tab [Emcure-D & M] 168 263 1.3 56.55

 All the DPP4 Molecules are growing at a higher rate consistently for the
last three years

Pharmatrac Nov15
 Prescription Audit Specialty Cont% to brand

ZITEN TAB ZITA PLUS TAB

Specialty
[Glen cv] [GLENHEALTHON]
CPR 100 100
CARDIO 31.9 23.9
GEN PHY 27.6 10.9
CONS PHY 26.3 44.2
DIABETO 9.6 18.8
NEPHRO 0.0 1.1

 Ziten is being taken up by Cardio, GP and CP, whereas Zita Plus is

being taken up by CP & Cardio majorly

Pharmatrac Nov15
 Brand Health
Internal Data 2015-16
 Challenge Ahead

• Challenge :

To establish the customer base for our brand Glytrin majorly

in GPs & CP
 What we need to do

We need to focus on the brand benefit communication to GPs and

CP through a series of scientific input and events.
 Brand Objective 2015-2016

UNITS (L) VAL (L) GTH GTH

  PCPM
2016-17 2016-17 % UNIT % VAL
Glytrin 3.3 235.31 999 999 126
 3 YEAR PROJECTION

2015-2016
Particular/Year 2016-2017 2017-2018 2018-19
(Dec15-Mar16)

Expected Sales Units 0.40 3.30 4.95 6.19

Value (Cr) @ Rs. 0.3 2.35 3.4 4.2

PCPM 60 126 187 235

ORG Validation (@95%) 0.27 2.23 3.18 3.99

Expected Market Share 0.03 0.12 0.13 0.15

 Pricing

Sr.No Brand Company Pack Val (Cr) Gr (%) MRP Price/Tab CM%
Teneligliptin Market 24.1 #DIV/0!    
1 Zita Plus Glenmark 10 12.1 #DIV/0! 99 9.9
2 Ziten Glenmark 10 6.8 #DIV/0! 99 9.9
3 Tiban Ajanta 10 0.9 #DIV/0! 99 9.9
4 Teniva Intas 10 0.8 #DIV/0! 99 9.9
5 Tglip Intas 10 0.6 #DIV/0! 99 9.9
6 Tendia Eris 10 0.6 #DIV/0! 99 9.9
7 Tenepride Micro 10 0.6 #DIV/0! 99 9.9
8 Inogla Wockhardt 10 0.5 #DIV/0! 99 9.9
9 Eternex T Alembic 10 0.4 #DIV/0! 99 9.9
10 Tenepure Unichem 10 0.3 #DIV/0! 99 9.9
11 Tenebite Corona 10 0.1 #DIV/0! 99 9.9
12 Tenglyn Zydus 15 0.1 #DIV/0! 105 7
13 Dynaglipt Mankind 10 0.1 #DIV/0! 99 20
14 Tenuvia Precia 10 0.0 #DIV/0! 99 18.5
15 Tenlimac Macleods 10 0.0 #DIV/0! 60 6
16 Tenali Cadila 10 0.0 #DIV/0! 99 9.9
17 Glytrin Medley 10 0.14 #DIV/0! 99 9.9 34.4%

Pharmatrac Nov15
 Brand Communications
Communication Objective, Positioning & Payoff
 Key Competitor Scan – Sitagliptin

Brand Istavel

Company Sun

1. Gift your patients, the promise of Live well

Communication

Indications Type 2 Diabetes Mellitus

Pay-off line Live Well with No Weight Gain…

Key Competitor Scan – Sitaglitin (Istavel)

Front
Key Competitor Scan – Sitaglitin (Januvia)
Teneligliptin Brands in the Market
 Key Competitor Scan – Teneligliptin

Brand Zita Plus

Company Glenmark

1. Welcome Happiness for Diabetics!

Communication
2. By the Indians for the Indians!

Indications Type 2 Diabetes Mellitus

Pay-off line Reclaims Lives of Indian Diabetics

Key Competitor Scan – Teneligliptin
 Key Competitor Scan – Teneligliptin

Brand Ziten

Company Glenmark CV

1. Welcome Happiness for Diabetics!

Communication
2. By the Indians for the Indians!

3. Bringing to you gliptin for T2DM

Indications Type 2 Diabetes Mellitus

Pay-off line Enrich Lives of Indian Diabetics

Key Competitor Scan – Teneligliptin (Ziten)
 Key Competitor Scan – Teneligliptin

Brand Tiban

Company Ajanta Pharma

1. In Management of Type 2 Diabets, existing

DPP-4 inhibitors have played a vital role
Communication
2. But the New DPP-4 inhibitor is many steps
ahead
Indications Type 2 Diabetes Mellitus

Pay-off line Many Steps Ahead…

Key Competitor Scan – Teneligliptin
Key Competitor Scan – Teneligliptin
 Key Competitor Scan – Teneligliptin

Brand Tenepure

Company Unichem

1. A Powerful gliptin suiting to Indian pockets

Communication

Indications Type 2 Diabetes Mellitus

Pay-off line Pure Power for India Diabetics…

Key Competitor Scan – Teneligliptin
 Key Competitor Scan – Teneligliptin

Brand Teneza

Company Unichem

1. Add Wings.. Bypass the complications of

Communication diabetics

Indications Type 2 Diabetes Mellitus

Pay-off line Ease Diabetes.. Add Wings

Key Competitor Scan – Teneligliptin
 Key Competitor Scan – Teneligliptin

Brand Tenuvia

Company Precia

1. Safe in T2DM patients with or without kidney

Communication problem
2. Can be used in combination with all OHA &
Insuline
Indications Type 2 Diabetes Mellitus

Pay-off line The Great Indian Dream Realized

Key Competitor Scan – Teneligliptin
 Key Competitor Scan – Teneligliptin

Brand Ingola

Company Wockardt Pharma

1. Innovative Glitptin for T2DM patients with

Communication HbA1C > 7.5% with or withour renal
impairment

Indications Type 2 Diabetes Mellitus

Pay-off line Innovative Gliptin for All T2DM patients

Key Competitor Scan – Teneligliptin
 Key Competitor Scan – Teneligliptin

Brand Tendia

Company Eris Pharma

Communication 1. Complete Glitptin for T2DM patients

Indications Type 2 Diabetes Mellitus

Pay-off line Complete Gliptin…

Key Competitor Scan – Teneligliptin
 Key Competitor Scan – Teneligliptin

Brand Teneliglip

Company Akumentis Pharma

1. A Gliptin so Smart that it is

i. Potent
Communication ii. Selective
iii. Long lasting
iv. Economical

Indications Type 2 Diabetes Mellitus

Pay-off line A Smart Choice in treatment of T2DM

Key Competitor Scan – Teneligliptin
Key Competitor Scan – Teneligliptin
 Communication Objective
(2015-16)

To Communicate,

1. Glytrin offers highest HbA1c reduction compared to other gliptins

2. Safe in renal & hepatic compromised patients
3. Affordability of the Glytrin

Communication Objective
(2016-17)

To Communicate,

1. Glytrin offers highest HbA1c reduction compared to other gliptins

2. Safe in renal & hepatic compromised patients
3. Affordability of the Glytrin
 Positioning
(2015-16)

Gives back the glitter in your uncontrolled T2DM

patients life!

Positioning
(2016-17)

Gives back the glitter in your uncontrolled T2DM

patients life!
 Pay Off
(2015-16)

Adds Glitter to every Moment of Life

Positioning
(2016-17)

Adds Glitter to every Moment of Life

 Detailing Story
(2015-16)
Page 1:
Doctor Uncontrolled Type 2 Diabetes provides a challenge with high glycemic levels, And it takes
away the glitter from your patients life.

Page 2:
Give back the glitter with superior glycemic control with Glytrin – Protects the glittering moments
of life

Page 3:
Doctor Glytrin Provides tight glycemic control as it provides a significant HbA1c reduction of 2% at
12 weeks which is higher than any other gliptins. Glytrin also provides superior FPG reduction at
12 weeks of 45.9 mg/dl compared to any other gliptins.

Page 4:
Glytrin – Newest Generation of DPP-4 Inhibitors has the highest HbA1c reduction at 12 weeks,
Safe in Renal compromised patients, Has Low incidences of Hypoglycemia and weight neutral
effect. Finally Glytrin can be safely used as an add on therapy with Metformin, SU & Insulin

Page 5:
Uncontrolled type 2 diabetes takes the glittering moments away from your patients life, provide
them the life that they desired with Glytrin which offers-
Superior Efficacy, Safe in renal and hepatic patients & convinent One dose, once daily dosing!
 Detailing Story
(2016-17)
Page 1:
Doctor Uncontrolled Type 2 Diabetes provides a challenge with high glycemic levels, And it takes
away the glitter from your patients life.

Page 2:
Give back the glitter with superior glycemic control with Glytrin – Protects the glittering moments
of life

Page 3:
Doctor Glytrin Provides tight glycemic control as it provides a significant HbA1c reduction of 2% at
12 weeks which is higher than any other gliptins. Glytrin also provides superior FPG reduction at
12 weeks of 45.9 mg/dl compared to any other gliptins.

Page 4:
Glytrin – Newest Generation of DPP-4 Inhibitors has the highest HbA1c reduction at 12 weeks,
Safe in Renal compromised patients, Has Low incidences of Hypoglycemia and weight neutral
effect. Finally Glytrin can be safely used as an add on therapy with Metformin, SU & Insulin

Page 5:
Uncontrolled type 2 diabetes takes the glittering moments away from your patients life, provide
them the life that they desired with Glytrin which offers-
Superior Efficacy, Safe in renal and hepatic patients & convinent One dose, once daily dosing!
 Doctor Exposure
Compulsory Detailing to the following Doctors

Sr.No. Specialty No. of Drs

1 GP 20

2 CP 20
3 Diabetologist 5
4 Cardiologist 5
 2015-16 Activity Chart

Objective Strategy Activity

In Clinic Scientific Activity 1: Providing

Communication with BiMonthly comparision
use of LBL series on series with the Gliptins
To Expose the Brand bimonthly Basis & Glimepride
Benefits to CP/GP
Scientific Knowledge Activity 2: Providing
Upgradation of CP/GP Professional
in the area of better Certification from
diabetes management Harvard Medical School
 Activity 1: Scientific Communication series

Objective: To have maximum exposure of the brand benefits to all

listed GPs/CPs through scientific communication series

Target Doctors: 20 GPs & 30 CPs

Expected ROI : 50 Strips/Month/Dr

PM’s Activity: Quarterly review the ROI

Total Cost: 1.00 lacs

 Activity 1: Scientific Communication series

Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15

Series 1 Series 2 Series 1 Series 2 Series 1 Series 2 Series 1 Series 2 Series 1 Series 2 Series 1 Series 2

Glytrin VS Glytrin & Cardio Glytrin VS Glytrin & Glytrin VS Glytrin & Insulin
Vildagliptin Safety sitagliptin Glimeperide linagliptin
 Activity 2: Scientific Knowledge Up gradation

Objective: To upgrade the knowledge of CPs for better diabetes

management & providing profession certification from Harvard Medical
School

Target Doctors: 5 CPs

Expected ROI : 100 Strips/Month/Dr

PM’s Activity: Quarterly review the ROI

Total Cost: 30.0 lacs

 Activity 2: Scientific Knowledge Up gradation

It will be a three module certification course from Harvard Medial

School

Step 1: Taking Consent of the doctor on a form towards his/her

participation

Step 2: Presenting of Welcome Kit by the TM along with module 1

Step 3: Presenting of Module 2

Step 4: Presenting of Module 3

Step 5: Online Exam (No paper work is required)

Step 6: Feedback from doctor about the content of the course and
certification
 Brand Manager Activity Chart

2015-16

Cost/
Input' Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Val (L)
TM

Scientific Comparison
8 100 100 100 100 100 100 100 100 100 100 100 100 1
Series

Consent Online
Harvard Certifiction 3000             Module 1 Module 2 Module 3 Certification 30
Signing Exam

Visual AID   1/TM     1/TM     1/TM     1/TM     0.8

Total Cost = 31.8 lacs

 Brand Profit Summary

Brand Profit Summary Apr2016-Mar 2017

VALUE (Rs Lacs)
Particulars
Total Sales Value (A) 235.0
Cog (Rs. L) 156.9
Less Bonus Cost (Rs.L) 0.0
Net Cog (Rs.L) (B) 156.9
Gross Margin (Rs. L) (A-B)= (C) 78.1
   
Brand Promotion Expenses (Rs. L) [Ps+Gift+Bonus+Product
31.8
Incentive+Lbl + Spl.Actvty+V.Aid+Advert]
Other Marketing Expenses Rs. (L) (Crm+Trng+Val
0.0
Inct+Expiry+Org+Med Sup+Mkt Staff Sal Ho)
Total Mktg Exp (Rs. L) (D) 31.8
   
Selling Exp (Rs. L) (E)
67.2
(Field Staff Exp+ Field Staff Sal+ Sal Staf Sal H.O.+ H.O.
Trav Exp)+ Misc Exp
Distribution Exp (L) @ 3.75% 8.8
Overheads Exp (L) @ 7 %  
Qc & R&D Exp @2% 4.7
Distribution + Overheads+ Qc {L} (F) 13.5
   
Total Expense (D+E+F) 112.5
   
Gross Profit (L) C-(D+E+F) -34.4