ESOMEPRAZOLE

MARKETING PLAN
INDICATIONS TO BE PRESCRIBED IN
80
60
40
20
0

Rx %

 Esomeprazole is highly prescribed in

stomach and Duodenal diseases.
STOMACH AND DEUDONAL DIS.
35000
30000
25000
20000
15000
10000
5000
0

TOTAL PRE-
SCRIPTION
NEXIUM
ESSO
CONTRIBUTION OF SPECIALITY
Highest contribution in share is from GP , RMO
and PHYSCIAN from total prescription of

40

30
20

10

0
PS AN N N
E T R S Y O
G IC EO
GY
EN CA P RM
S RG
Y
PH SU
Patient analysis
20
Chart Title
15

Axis Title10

0
male female
 ANTI ULCERANTS
PKR

PKR 13M

11M

9M
8M

2012 2013 2014 2015

 ESOMEPRAZOLE
PKR

value
373M

313M

257M

210M

2012 2013 2014 2015

COMPETITOR ANALYSIS- value

Product Company 2015 2014 2013 2012

NEXUM GTZ 1BILLION 873MILLION 703MILLION 554MILLION

ESSO SHM 728 MILLION 584MILLION 481MILLION 411MILLION

ESKEM HQI 378 MILLION 289MILLION 230MILLION 158MILLION

NOVOTEPH SAM 205 MILLION 161MILLION 133MILLION 103MILLION

ESOMAX Martin Dow 22MILLION 18MILLION 14MILLION 13MILLION

 PRICING ANALYSIS – 20mg
Product Company Strength pack size Price (t.p)

20mg 14

NEXUM GTZ 144.50

20mg 14
136.85
ESSO SHM
20mg 14

ESKEM HQI 144.50

20mg 14
101.15
NOVOTEPH SAM
20mg 14
ESOMAX Martin Dow 130.90
PRICING ANALYSIS – 40mg
Product Company Strength pack size Price (t.p)

40mg 14
NEXUM GTZ 243.10
40mg 14

ESSO SHM 237.15

40mg 14
ESKEM HQI 274.55
40mg 14
NOVOTEPH SAM 187.00
40mg 14
ESOMAX Martin Dow 214.20
 ESOMAX ANALYSIS - VALUE
25,000,000
22M

20,000,000 18M

15,000,000 14M
13M

10,000,000

5,000,000

0
2012 2013 2014 2015
ESOMAX ANALYSIS - UNITS
UNITS

140,000 125,577
120,000
104,112
100,000
80,674
80,000 74,893
60,000

40,000

20,000

0
2012 2013 2014 2015
ESOMAX ANALYSIS– units
Series 3 20mg

41,409
2012
33,484

41,601
2013
39,073

54,454
2014
49,658

70,661
2015
54,916
ESOMAX ANALYSIS– value
Series 3 20mg

8,869,808
2012
4,383,055

8,910,935
2013
5,114,655

11,664,047
2014
6,500,232

15,135,586
2015
7,188,506
ESOMAX ANALYSIS– 40mg
Series 3 20mg

66.93
2012
33.07

63.53
2013
36.47

64.21
2014
35.79

67.80
2015
32.2
SITUATIONAL ANALYSIS
 There is very tough competition in the market as
number of companies already getting good share from
the market but there is a lot of opportunity for us to
explore the major share through smart and project
working as well as effective planning.
 INDICATIONS
GERD

Healing of Erosive Esophagitis

Maintenance of Erosive
Esophagitis

Peptic Ulcer disease

Risk reduction of NSAID-

Associated Gastric Ulcers
 Esomeprazole 5C’s
customer consumer competition compound channels

 Doctors & Target to Weekly Most effective Distributors

chemists are special class, feedback play a major
over special cases collection Safe role to Lead
crowded by because of its brand.
large no. of Higher
feature. Sales/ IMS to
drugs and availability
diff. prices.
There are be measured Shortage
some old each quarter. can affect
 Doctors
knows established Immediate sales
importance brands which Analyze acting PPI negatively.
of PPI sticks to the competitor Bonus
 MR focus on patient mind. activity and strategy.
chemist patients need market MR
concurrently effective rewarding
with Doctors solutions Highest system.
healing rate
93.7%
Customers Segmentation

GP
Gastro
Physicians
SURGEONS

Resident Medical Officer

Gynae
 Objective
 To develop 36 Million Brand in the
Short year of 2016-17 with the Growth of
term 46%.

Long To be a Top brand in the PPI

term market by 2018
 COMMUNICATION STRATEGY
 QualityBrand at affordable price
 Most preferred drug in GERD, Heartburn case
 Quick Action in shorter duration of time
 Longer half- life
 Most beneficial effect and most effective PPI
BRAND POSITIONING

Efficacious and
affordable brand
for a smiling
stomach
Looking for
Guidance

Thanks