By Karishma Tahiliani (15) Priyanka Donghde(3) Indu Yadav(17)
Executive
Summary The product Market assessment including Competitive Scenario Internal in company performance analysis SWOT Analysis Key success factors Marketing objective Marketing strategy
It
must include summary of the entire business plan It must be clear, crisp and concise. It must highlight the key points of the document. It must grab the attention of the reader.
Vision
To emerge as a leading integrated research based global pharmaceutical company
Values
Respect :We respect all our stakeholders. Knowledge :We value knowledge such that it empowers our people to find innovative solutions to manage change Achievement :We value achievement of objectives and consistently strive towards our Vision, with perseverance
Glenmark
has a robust pipeline of 7 molecules. The India formulations business operates through over 20 divisions . Glenmark markets over 350 products in India. It launched over 40 new products in last three years. The India business contributes over 25% to the overall sales of the group. Market share : 586.05
Brand
name is Esoz 20 Molecule - Esomeprazole Tablet 20 mg tablet Target Doctors - CP, GP, Gastro, Sur, Gynaec Total market for Esomeprazole is Rs 102.23 cr
Cough
Management Anti-Infectives Stomatologicals Prokinetic / Anti-Nauseants Anti-Ulcerants --Esomeprazole Anti-Protozoal Pain Management Mucolytic Nutraceuticals Peripheral Arterial Diseases
Ascoril Expectorant- Cough Expectorant Candid Cream-Clotrimazole Topical Anti-fungal Esoz -20 Tablets[20 mg] Esomeprazole Magnesium Trihydrate Proton Pump Inhibitor Ketoplus Shampoo Ketoconazole & Zinc Pyrithione Anti-dandruff Glevo-250 Tablets[250 mg] Levofloxacin Hemihydrate Oral Anti-bacterial Elstatin-10 Tablets[10 mg] Lovastatin Cholesterol & Triglyceride Reducers
In
Terms of Market: Value of Gastro Intestinal market is 7613Crs. Gastro is on 3rd position in terms of value. Growth is 7.3% annually. Total Esomeprazole market is growing with 23.14% annually. Esomeprazole-20 mg market is growing with 13.85% annually.
Brand Name Esoz (40 mg)
Manufacturer Glenmark Pharmaceuticals Limited
Price(Rs./10 tablets) 52.00
ESOPIN-20
Hallmark Pharmaceuticals Ltd. 78.00
Es OD (30 mg)
Nexpro Fast (40 mg) Esomac (40 mg)
Nicholas Piramal India Ltd.
Torrent Pharmaceuticals Ltd. Cipla Limited
60.00
73.00 60.00
Neksium (20 mg)
Somparz (40 mg) Raciper (20 mg)
Astra Zeneca Pharma India Limited
Sun Pharmaceutical Industries Ltd.
55.7
34.50
Pharma (Ranbaxy Laboratories 31.95 Ltd)
Esoz 20
Strength Management of multiple indications Fixed dose combination Company with well trained workforce
Late entrance. Cant be given in pregnancy & Lactating females Issue in paediatric patients (use only in above 12 yr age) Strength Weakness
Growing therapeutic segment. Increase patients High market value (102 cr)
Opportunities
Threats
High competitors. New combinations for indications
Key factors or aspects that are critical for Brand performance Identified from data & perceptions
Huge
customer base. Cost Efficiencies to result into optimum prices to the customers and better margin. Understanding the Competition. Duration of action.
Indication
Target audience
GP
GERD
Gastroenterologists
Heart burn Surgeons
Dyspepsia
Physicians
Gynaecologist
Short
term :To achieve 2.5 Cr in the year of launch with 1.5% market share. Long term :To be a Top brand in the PPI market by 2020
SEGMENTATION Metro cities
TARGETING GP ,CP,GYN, Gastroenterologist Surgeons
POSITIONING Quick action in short time
DIFFERENTIATION Highly effective
Esoz 20 tablet
Esozole 20 Mg Capsule
Esoz 40 Mg Tablet
Esoz
Esoz Inj 40 Mg Injection Esoz D 40 Tablet
Esoz D 20 Tablet
Variant
Esoz 20 tablet Esoz 40 Mg Tablet Esoz D 20 Tablet Esoz D 40 Tablet Esoz Inj 40 Mg Injection Esozole 20 Mg Capsule
Volume
15/strip 15/strip 10/strip 10/strip 1
Price
53.90 85.40 62.2 89.70 81.60
4.50
Doctor activity
3-4 sequential visits LBL Product samples every visit in first month. FDA approved badge ( as a promotional tool ) 3D demo CD ( how Esoz 20 is the best)
Field force activity
Monthly meeting Team campaigns Attractive incentive plan Promotional Input Launching gift Promotional inputs
Chemist activity
Bonus plan Product Stand
Revenue
Expenses
and Unit Sales
Customer
feedback Market / competitors activities
http://www.glenmarkpharma.com
www.drugsupdate.com Marketing
management by Philip Kotler, Kevin Lane Keller
