BRAND PLAN

(ROAD MAP TO ACHIEVE DEFINED

SALES TARGET)
FENOCR CAPSULES 200 MG
MEDICAL BACKGROUND OF FENOCOR CAP
200 MG
 INTRODUCTION
 FENOFIBRATE IS A MEDICINE USED WITH A CHOLESTEROL REDUCING DIET TO LOWER HIGH
CHOLESTEROL AND HIGH TRIGLYCERIDE (FATTY ACID) LEVELS IN THE BLOOD. IT WORKS BY
INCREASING THE BREAKING DOWN AND REMOVAL OF TRIGLYCERIDES FROM THE BLOOD.
 ATC CODE: C10 AB 05. CHOLEST&TRIGLY.REGULATOR (FIBRATES)
 THERAPEUTIC INDICATIONS
 FENOCOR 200 MG CAPSULES ARE INDICATED AS AN ADJUNCT TO DIET AND OTHER NON
PHARMACOLOGICAL TREATMENT (E.G. EXERCISE, WEIGHT REDUCTION) FOR THE FOLLOWING:
 - TREATMENT OF SEVERE HYPERTRIGLYCERIDAEMIA WITH OR WITHOUT LOW HDL
CHOLESTEROL.
 - MIXED HYPERLIPIDAEMIA WHEN A STATIN IS CONTRAINDICATED OR NOT TOLERATED.
 - MIXED HYPERLIPIDAEMIA IN PATIENTS AT HIGH CARDIOVASCULAR RISK IN ADDITION TO A
STATIN WHEN TRIGLYCERIDES AND HDL CHOLESTEROL ARE NOT ADEQUATELY CONTROLLED.
MEDICAL BACKGROUND OF FENOCOR CAP 200
MG
 Posology
 Adults
 The recommended dose is 200 mg daily administered as one capsule of Fenofibrate 200mg
capsules. This maximum dose is not recommended in addition to a statin.
 Special populations
 Elderly patients (≥ 65 years old)
 No dose adjustment is necessary. The usual dose is recommended, except for decreased renal
function with estimated glomerular filtration rate < 60 mL/min/1.73.
 Patients with renal impairment
 Fenofibrate should not be used if severe renal impairment, defined as eGFR <30 mL/min per 1.73
m2, is present.
 If eGFR is between 30 and 59 mL/min per 1.73 m2, the dose of fenofibrate should not exceed 100
mg standard or 67 mg micronized once daily.
 If,during follow-up, the eGFR decreases persistently to <30 mL/min per 1.73 m2, fenofibrate
should be discontinued.
 Hepatic impairment
THERAPEUTIC SEGMENT SALES STATISTICS

CHOLESTEROL & TRIGLYCERIDE REGULATORS-UNITS TREND ANALYSIS

34,059,626
31,798,027
30,521,700
35,000,000

30,000,000

25,000,000

20,000,000

15,000,000

10,000,000

7% 4% 10%
5,000,000

0
2022 2021 2020

UNITS % GR
THERAPEUTIC SEGMENT SALES STATISTICS

CHOLESTEROL & TRIGLYCERIDE REGULATORS-VALUE TREND

ANALYSIS
8,187,248,781

9,000,000,000 7,143,726,997
8,000,000,000
6,487,860,458

7,000,000,000

6,000,000,000

5,000,000,000

4,000,000,000

3,000,000,000

2,000,000,000 15% 8%
10%
1,000,000,000

0
2022 2021 2020

VALUE % GR
VALUE CONTRIBUTION OF VARIOUS SUB-THERAPEUTIC
GROUPS IN MAIN THERAPEUTIC SEGMENT OF
CHOLESTEROL & TRIGLYCERIDES REGULATORS.

293059643; 3% 39134531; 0% 36278513; 0%

398447144; 5%

7855054607; 91%

STATINS (HMG-COA RED) LIP.REG.CO.W.OTH.LIP.REG FIBRATES

OTH.CHOLEST&TRIGLY.REGUL ANTI-ATHEROMA NATRL ORIG
VALUE CONTRIBUTION OF VARIOUS STATIN
MOLECULES
102573545; 1% 79257418; 1%

2662335714; 34%

5010886024;
64%

ROSUVASTATIN ATORVASTATIN SIMVASTATIN PITAVASTATIN

THERAPEUTIC SEGMENT SALES STATISTICS

FIBRATES-UNITS TREND ANALYSIS

1,145,450
1,078,516
1,026,514
1,200,000

1,000,000

800,000

600,000

400,000

6% 5% 3%
200,000

0
2022 2021 2020

VALUE % GR
THERAPEUTIC SEGMENT SALES STATISTICS

FIBRATES-VALUE TREND ANALYSIS

293,059,643

300,000,000 248,643,593
218,583,985
250,000,000

200,000,000

150,000,000

100,000,000

50,000,000 18% 14% 10%

0
2022 2021 2020

VALUE % GR
VALUE CONTRIBUTION OF VARIOUS
FIBRATES

56230092; 19%

236829551;
81%

FENOFIBRATE GEMFIBROZIL
INFERENCES FROM SALES STATISTICS

 CHOLESTEROL AND TRIGLYCERIDES REGULATORS THERAPEUTIC SEGMENT IS

CONTINUOUSLY GROWING OVER LAST THREE YEARS BOTH IN UNITS AND VALUE.
 OUT OF FOUR SUB-THERAPEUTIC GROUPS, STATINS ARE MAJOR SELLING THERAPEUTIC
CLASS WITH 91% VALUE CONTRIBUTION IN TOTAL THERAPEUTIC SEGMENT.
 FIBRATES CONTRIBUTE ONLY 3% IN THE TOTAL THERAPEUTIC CLASS SHOWING ITS NEW
ENTRY AND IN INTRODUCTORY PHASE.
 OUT OF FOUR STATIN MOLECULES, ROSUVASTATIN IS THE MAJOR SELLING MOLECULE
WITH 61% SHARE FOLLOWED BY ATORVASTATIN WITH 34% MARKET SHARE.
 FIBRATES ARE GROWING SLOWLY OVER LAST THREE YEARS SHOWING GRADUAL
ACCEPTABILITY OF THE THERAPEUTIC CLASS WITH SPECIFIC INDICATION OF ABNORMAL
TRIGLYCERIDES LEVELS.
 MAJOR SELLING MOLECULE OF FIBRATES IS FENOFIBRATE WITH 81% CONTRIBUTION WITH
ONE BRAND AVAILABLE IN THE MARKET BY GETZ PHARMA WITH THE NAME OF FENOGET.
 STILL FENOFIBRATE IS VERY LESS COMPETITIVE MARKET WITH GREATER CHANCE OF
GRABING SUBSTATNTIAL MARKET SHARE.
PORTER’S POTENTIAL
ENTRANTS
FIVE •LESS LIKELYHOOD OF
FORCES NEW ENTRANTS DUE
TO SEEMINGLY SMALL
ANALYSIS THEREAPEUTIC CLASS
BUYERS
• THREAT: LOW • PHYSICIANS ARE
DEMANDING MORE
RELEVANT
SUPPLIERS INDUSTRY RESEARCH
• MANY AVAILABLE
COMPETITORS FINDINGS
SUPPLIERS • LONG-ESTABLISHED • PATIENTS ARE
• SIMPLE STARTING INDUSTRY BECOMING MORE
MATERIALS • GETZ (ROVISTA)
KNOWLEDGEABLE
•THREAT: LOW • PHARMEVO (XPLENDED)
•
• THREAT:
INSTITUTION/TENDE
HIGH
R BUSINESS
DEMANDS HUGE
SUBSTITUTES
• STATINS DISCOUNT.
CUSTOMER NEED • LIPID REGULATORS
•THREAT:
• EFFECTIVE TREATMENT OF MODERATE
COMB.
HYPERCHOLESTROLEMIA
AND HIGH TRIGLYCERIDES
• THREAT: MODERATE OVERALL THREAT
LEVELS
• REDUCE RISK OF FURTHER LEVEL
COMPLICATIONS
MODERATE
 PEST ANALYSIS
POLITICAL
1. THE DISEASE AFFECTS A VERY LARGE PROPORTION
OF THE POPULATION, CUTTING ACROSS WIDE RACIAL
AND GEOGRAPHIC BOUNDARIES.
2. POLITICAL CONDITION IS VOLATILE
3. LACK OF POLITICAL WILL AND COMMITMENT FOR
PREVENTION AND CONTROL OF DIFFERENT DISEASES.
4. POOR OR NO IMPLEMENTATION OF DRUG LAWS
ECONOMICAL
1. PEOPLE ARE SUSCEPTIBLE TO THE INFLUENCE OF
QUACKS, HAKEEMS AND HOMEOPATHIC PHYSICIANS.
2. LACK OF RESOURCES AT PATIENT LEVEL
3. GENERALLY LOW STANDARD OF LIVING MAKES
TAKING APPROPRIATE TREATMENT MORE DIFFICULT.
4. GENERICS REGISTERING TREMENDOUS GROWTH.
5. PRICES OF MOST PHARMACEUTICAL PRODUCTS HAVE
REMAINED STAGNANT OVER THE LAST 10 YEARS. NO
INCREASE IN PRICES, DUE TO GOVERNMENT POLICY

SOCIAL TECHNO.
1. LACK OF AWARENESS AS FAR AS PERSONAL HEALTH 1. INTERNET/WEB DRUG INFORMATION
IS CONCERNED. INCREASE IN TOTAL DISEASE AREA 2. NEW DRUG CLASSES
AND THUS PHARMACEUTICAL INDUSTRY. 3. INTERNET AND MAIL-ORDER SALES
2. BALANCED DIET IS A MAJOR ISSUE IN PAKISTAN, DUE
TO WHICH CARDIO-METABOLIC DISEASES ARE ON
RISE
3. REIMBURSEMENT IS RELEVANT TO PRIVATE SECTOR
ONLY THAT TOO IN SELECTED CASES
FENOCOR-SWOT ANALYSIS
STRENGTHS WEAKNESSES

1. ONE MAJOR BRAND IS AVAILABLE IN THE MARKET. 1. NO PRESENCE OF THE COMPANY IN MEDICINE AND
2. FIRST CHOICE TREATMENT FOR HIGH TRIGLYCERIDES CARDIOLOGY SPECIALTIES.
LEVEL ALONG WITH HYPERCHOLESTEROLEMIA. 2. NO PRESENCE OF THE COMPANY AT KOL LEVEL.
3. A PRESCRIPTION PRODUCT, NO NEED OF DISCOUNTS & 3. COMPANY’S SALES OPERATION IN LIMITED
BONUSES. GEOGRAPHICAL AREAS OF THE COUNTRY.
4. RELATIVELY SMALL THERAPEUTIC CLASS OF FIBRATES
COMPARED TO STATINS.

OPPORTUNITIES THREATS

1. POTENTIAL THERAPEUTIC SEGMENT WITH GROWING 1. UNSTABLE COUNTRY’S POLITICAL AND ECONOMICAL
TREND (16%). SITUTAION.
2. GROWING PREVALENCE OF HYPERCHOLESTEROLEMIA 2. STRONG PROMOTIONAL FORCE BY COMPANIES
(39%) & HYPERTRIGLYCERIDEMIA (49%) IN PAKISTANI SELLING STATINS.
POPULATION BOTH IN MEN AND WOMEN.
3. GROWING ACCEPTABILITY OF FIBRATES AMONG
PHYSICIANS AND CARDIOLOGISTS.
 COMPETITOR’S ANALYSIS
Price/
Product company Generic FF Size
Tab/CAP

FENOGET GETZ FENOFIBRATE 28.50 65

LIPOFEN SCILIFE FENOFIBRATE 20.00 55

ROVISTA GETZ ROSUVASTATIN 40.00 75

LIPIGET GETZ ATORVASTATIN 41.00 75

FENOCOR COMMERCIAL, PROMOTIONAL,
FINANCIAL OBJECTIVES FOR YEAR 01
 COMMERCIAL OBJECTIVES
 SALES FORECAST
 UNITS 26,100
 VALUE 5.30 MIO
 MARKET SHARE
 3% UNIT SHARE OF FENOGET
 RANKING
 2ND
 CUSTOMERS
 1160 AT NATIONAL LEVEL
FENOCOR COMMERCIAL, PROMOTIONAL,
FINANCIAL OBJECTIVES FOR YEAR 01
 PROMOTIONAL OBJECTIVES
 INTRODUCE & ESTABLISH TO THE TARGET SPECIALTIES DRS THAT
FENOCOR IS ALONE IS EFFECTIVE TREATMENT FOR
HYPERCHOLESTEROLEMIA & TRIGLYCERIDEMIA
 DEVELOP BRAND IMAGE AMONG TARGET DOCTORS

 FINANCIAL OBJECTIVES
 % NET PROFIT 17%
 % ROI 21%
TARGET MARKET DEFINITION

TOTAL CHOLESTEROL &

DEFINED TRIGLYCERIDES REGULATORS
MARKET: MARKET
 CARDIOLOGISTS, PHYSICIAN, RMOS

 STATINS
CURRENT DRUG  STATINS WITH COMBINATIONS
CLASSES
AVAILABLE:  NATURAL ANTI-CHOLESTEROL
DRUGS
FENOCOR
THE TARGET MARKET PRIORITISATION MATRIX

HIGH

PHYSICIANS
CARDIOLOGISTS
ATTRACTIVENESS
SEGMENT

SURGEONS

GP

LOW
LOW BRAND STRENGTH HIGH
TARGET DRS & BRAND EXPOSURE
TARGET NO. TOTAL DRS VISITS PER TOTAL
SEPCIALTY PER AT MONTH BRAND
SPO NATIONAL EXPOSURE
LEVEL
CARDIOLOGISTS 20 580 4 2320
PHYSICIANS/RMOs 15 435 4 1740
FAMILY 05 145 3 435
PHYSICIANS
GRAND TOTAL 1160 4495
BRAND POSITIONING

FOR:
CARDIOLOGISTS, PHYSICIANS, RMOS, AND FAMILY PHYSICIANS THAT TREAT
HYPERCHOLESTEROLEMIA AND HYPERTRIGLYCERIDEMIA
FENOCOR IS:
THE FIRST-LINE TREATMENT

THAT WILL:
EMPOWER PATIENTS AND CAREGIVERS TO TAKE CONTROL OF THEIR LIVES AND PREVENT
FROM CARDIAC COMPLICATIONS IN FUTURE.
BECAUSE FENOCOR:
ALONE IS EFFECTIVE
 high
BRAND ESSENCE

Emotional
benefits

Alone is Effective

Low Rational high

benefits
MARKETING STRATEGY, PROMOTIONAL
THEME & TAGLINE
 MAKRETING STRATEGY
 PRODUCT DEVELOPMENT STRATEGY BY INTRODUCING THE PRODUCT TO
THE TARGET MARKET CUSTOMERS
 TO GAIN MAXIMUM BRAND LOYALITY THROUGH KOL ADVOCACY
 PROMOTIONAL THEME
 ONE MAN ARMY
 TAGLINE
 ALONE IS EFFECTIVE
 ANSOFF GRID

FENOCOR

FENOCOR IS A NEW PRODUCT IN AN EXISTING MARKET OF

CHOLEST&TRIGLY.REGULATOR HENCE IT SHOULD FOLLOW THE PRODUCT
DEVELOPMENT STRATEGY AND INCREASE ITS MARKET SHARE BY INTRODUCING,
DEVELOPING BRAND IMAGE, AVAILABILITY AND AWARENESS.
POSITION AT PRODUCT LIFE
CYCLE:

SHARE: 3%

FENOCOR
PRICE PLAN OF FENOCOR CAP 200 MG

EX-FACTORY PRICING 203.16

AT WHICH DISTRIBUTOR GETS THE
PRODUCT
PROFIT MARGIN (15%) 22.57

TRADE PRICE 225.73

AT WHICH RETAILER GETS THE
PRODUCT
PROFIT MARGIN (15%) 39.83

SELLING PRICE 312.42

AT WHICH PATIENT GETS THE
PRODUCT
 MARKETING MIX
PRODUCT A NEW PRODUCT: SUPPORTIVE CLINICAL DATA, BRAND
DEVELOPMENT THROUGH EFFECTIVE PERSONAL
SELLING, AND KOL ADVOCACY
PRICE VERY AFFORDABLE:
PKR: 31.12 PER CAPSULE

PROMOTION MARKETING ACTIVITIES / CAMPAIGNS; VISUAL AIDS;

EVENTS & PROGRAMMES

PLACEMENT MARKET PLACEMENT THROUGH 35 DISTRIBUTORS

NATIONWIDE. ADVANCE CASH PAYMENT MODE
PROMOTIONAL MIX EXPENSES

TOTAL
QUANTITY PER
PROMOTIONAL MIX ITEM SPO YEARLY Unit Total Value
SPO/MONTH
QTY

DETAIL AID 75 29 26,100 12 313,200

PHYSICIAN SAMPLES 100 29 34,800 6 208,800
GIVE-AWAY 20 29 6,960 75 522,000
WARD PRESENTATIONS 4 29 116 5000 580,000
DRS CASH INVESTMENT 500,000

Total 2,124,000
Plan of Action Detailing: throughout year

RTD RTD
J F M A M J J A S O N D
A E A P A U U U E C O E
N B R R Y N L G P T V C

RTD GA GA RTD
 WARD PRESENTATIONS
SEGMENT
SEGMENT OBJECTIVE
•• KOL
KOL TO EXPOSE TARGETED DOCTORS THROUGH
••RMO
RMO SCIENTIFIC MEANS TO FENOCOR PUBLICATIONS
••CARDIOLOGISTS,
CARDIOLOGISTS, AND EXPERIENCES AND BRIEFING FOR MARKETING
PHYSICIANS
PHYSICIANS ACTIVITIES DURING 2023

PROGRAM DETAILS
SCOPE: 116 PRESENTATIONS

TIMING: JAN – DEC - 2023

DESCRIPTION
SCIENTIFIC SESSIONS GATHERING DOCTORS TO HIGHLIGHT FENOCOR AS ALONE IS EFFECTIVE

COST/ACTIVITY (REFRESHMENT)
SPP : PKR 5000
BRAND PROFIT & LOSS STATEMENT
BRAND PROFIT & LOSS ANALYSIS
BRAND NAME: FENOCOR EXPENSE TYPE BUDGET YEAR
REMARKS 2023
SALES VALUE (AT TP) RS REVENUE 5,302,503
COST OF GOODS SOLD RS VARIABLE COST 40% 2,121,001.36
GROSS PROFIT MARGIN RS REVENUE 3,181,502
%AGE GROSS PROFIT MARGIN % 60% 60%
DIRECT PROMOTIONAL EXPENSES
DISTRIBUTION DISCOUNT RS VARIABLE COST
SAMPLES COST RS FIXED COST 208,800
FF SALERIES+TRAVELLING EXPENSES RS FIXED COST -
FF INCENTIVES COST RS VARIABLE COST 2.50% 132,563
HO SALARIES AND TRAVELLING EXPENSES RS FIXED COST -
HO INCENTIVES COST RS VARIABLE COST -
MEETINGS COST RS FIXED COST -
TRAINING COST RS FIXED COST -
LITERATURES COST RS FIXED COST 313,200
GIVE-AWAY COST RS FIXED COST 522,000
CLINICAL STUDIES COST RS FIXED COST -
LOCAL CONFERENCE COST RS FIXED COST -
MARKETING CAMPAIGNS COST RS FIXED COST 580,000
INTERNATIONAL CME RS FIXED COST -
INTERNATIONAL CONFERENCE RS FIXED COST -
NATIONAL CME RS FIXED COST -
DRS CASH INVESTMENTS RS FIXED COST 500,000
DRS SPONSORSHIPS RS FIXED COST -
DISCOUNTS RS VARIABLE COST -
TOTAL VARIABLE PRODUCT COST RS VARIABLE COST 2,253,564
TOTAL FIXED COST RS FIXED COST 2,124,000
TOTAL SELLING & MARKETING EXPENSES RS 4,377,564
CONTRIBUTION MARGIN / CASH BALANCE RS 3,048,939
CONTRIBUTION MARGIN RATIO % 58%
BREAK EVEN POINT RS 3,693,913
NET PROFIT RS 924,939
%AGE NET PROFIT % 17%
RETURN ON INVESTMENT % 21%