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THE MARKET-All India

SALE GROWTH GROWTH


BRAND COMPANY VALUE MS % % UNITS MS % %
SELECTED TOTAL 71,717,510 100.00 39.48 45,267 100.00 41.77
STPASE CADILA PHARMA 14,708,634 20.51 25.90 14,644 32.35 27.97
ICIKINASE NICHOLAS PIRAMAL 14,590,513 20.34 102.54 5,473 12.09 93.46
THROMBOFLUX BHARAT SERUM 12,965,092 18.08 308.91 8,516 18.81 304.95
THROMBOSOLV VHB LIFESCIENCES 11,017,442 15.36 26.60 4,603 10.17 27.19
FIBROKINASE ARISTO PHARMA 7,898,812 11.01 -24.30 3,781 8.35 -24.30
ESKINASE DABUR 3,864,132 5.39 -32.78 1,874 4.14 -32.78
STREPLIFE LIFEMEDICARE 3,479,802 4.85 0.05 2,651 5.86 -0.11
PROKINASE EMCURE 2,001,210 2.79 103.56 1,677 3.70 123.01
STREPTASE SANOFI AVENTIS 1,161,720 1.62 999.00 461 1.02 999.00
STREPTOKINASE TTK HEALTHCARE 30,153 0.04 112.17 1,587 3.51 112.17

ANALYSIS:
• Good market growth indicating that thrombolysis is shifting from
corporate hospitals to the trade segment
• 3% difference in market share between Thromboflux and
Thrombosolv on value but corresponding unit share bifferance in
more than 8% , an indication of the competitive pricing
• No significant difference in units between icikinase and
Thrombosolv but value difference is enormous
• STPASE selling thrice the units of Thrombosolv but value
difference is just 30% indicating that the market is highly price
sensitive
STATES AT A GLANCE

SHARE GROWTH UNIT SHARE UNIT GROWTH


ZONES/STATES VALUE (%) (%) UNITS (%) (%)
NORTH 29,600,373 41.2736 999.00 17,588 38.8539 999.00
PUNJAB/HARYAN
A 21,072,117 29.3821 999.00 12,045 26.61 999.00
RAJASTHAN 4,974,287 6.9359 999.00 3,048 6.73 999.00
UTTAR PRADESH 3,344,719 4.6637 999.00 2,360 5.21 999.00
DELHI 209,250 0.2918 999.00 135 0.30 999.00
WEST 25,479,836 35.5281 161.31 17,327 38.2773 236.77
MAHARASHTRA 12,466,905 17.3833 200.60 8,073 17.8342 270.66
GUJARAT 10,377,794 14.4704 362.00 7,297 16.1199 520.49
MADHYA
PRADESH 2,635,137 3.6743 123.35 1,957 4.3232 166.26
MUMBAI 0 0.0000 -100.00 0 0.0000 -100.00
SOUTH 14,101,763 19.6629 288.92 8,585 18.9653 426.04
KARNATAKA 4,742,313 6.6125 77.98 3,064 6.7687 142.02
TAMIL NADU 3,695,027 5.1522 284.35 1,945 4.2967 431.42
KERALA 2,847,051 3.9698 999.00 1,917 4.2349 999.00
ANDHRA
PRADESH 2,734,120 3.8123 999.00 1,578 3.4860 999.00
CHENNAI 83,252 0.1161 999.00 81 0.1789 999.00
EAST 2,535,536 3.5354 -66.55 1,767 3.9035 -46.41
BIHAR 739,102 1.0306 -48.12 457 1.0096 -15.99
WEST BENGAL 510,848 0.7123 -79.74 692 1.5287 -35.33
ASSAM 472,974 0.6595 18.15 250 0.5523 42.86
ORISSA 455,708 0.6354 -36.53 219 0.4838 -28.90
KOLKATA 356,904 0.4977 -85.82 149 0.3292 -87.58
ORG MAT DEC’05

STATES VALUE CONTRIBUTION INDEX


PUNJAB/HARYANA 21,072,117 29.38%
RAJASTHAN 4,974,287 6.94%
UTTAR PRADESH 3,344,719 4.66%
DELHI 209,250 0.29%
MAHARASHTRA 12,466,905 17.38%
GUJARAT 10,377,794 14.47%
MADHYA PRADESH 2,635,137 3.67%
MUMBAI 0 0.00%
KARNATAKA 4,742,313 6.61%
TAMIL NADU 3,695,027 5.15%
KERALA 2,847,051 3.97%
ANDHRA PRADESH 2,734,120 3.81%
CHENNAI 83,252 0.12%
BIHAR 739,102 1.03%
WEST BENGAL 510,848 0.71%
ASSAM 472,974 0.66%
ORISSA 455,708 0.64%
KOLKATA 356,904 0.50%
ALL INDIA 71,717,508

SWOT

Strenghts
• Most preferred thrombolytic
• Most economical thrombolytic option
• Well established brand name
• Imported from Polamine Werk Germany- so meets
European Pharmacopoeia specifications
• Strong presence in institutions and ICUs
Weakness
• Generic prescriptions
• Price war
• Can’t be reused
• Too many contra-indications

Opputunity
• Untapped market in trade segment
• STK prescriptions
• Few small brands can be converted to Thrombosolv

Threat
• Decline in thrombolytic procedures
• Proposed entry of new fibrinolytics like “tpa” &
recombinant streptokinase
• Rampant substitution due to huge margins

ISSUES & ACTION PLAN


• Thrombolysis in the trade segment and smaller ICUs
untapped
During the current year all TMs will add a minimum 30 Drs
from trade. In addition small ICUs in each territory will be
identified and focused upon. Thrombosolv to be exposed to
all Physicians and Cardiologists. 24 hour pharmacies will be
regularly visited to identify potential users.
To augment and improve the existing presence in institutions
an activity involving Junior Drs in ICU/ICCU will be
implemented during which these Drs will receive a series of
toiletries.

• Prescriptions written in generic


To overcome the problem of generic prescriptions, it is
proposed that 1000 select ICUs across the country will
receive an ICU kit, which will contain a vial of
Thrombosolv 15 lacs, which the Doctor may use on
emergency patients and have the same replaced. This
it is hoped will not only guarantee the usage of
Thrombosolv in these select ICUs, but will also help us
to overcome the problem of generic prescription and
retail substitution.
• Pricing
• Thrombosolv quality not being stressed upon

During the current year a campaign will be implemented


with the theme” Class Apart” where a series of gifts from “
Zodiac” will be distributed to opinion makers in cardiology.
This activity will be in sync with our efforts to position
Thrombosolv as a Streptokinase” Class Apart”

Campaigns:
1) 400 departmental meetings (4 meetings/institution in
100 institutions across India) having a budget of
Rs.600/- per meeting have been planned in the months
of April’06, June’06, August’06 & October’06.
2) In order to establish Thrombosolv as a “Class
Streptokinase”, Zodiac series gifts will be given to
decision makers across India, starting from May’06 &
then every alternate month.
3) In order to address even the junior doctors a series of
toiletries will be distributed in every alternate month
starting from April’06
4) To ensure sure shot utilization of Thrombosolv, now
Thrombosolv 15 lac I.U. will be a part of ICU/ICCU-KIT.
5) 5 Samples of Thrombosolv 15 lac I.U. will also be
provided to all the DMs every month to take care of the
needs of certain other Thrombolysis centers.

Objective:
1) To achieve the set objective of 8.8 crore.
2) To achieve 2nd rank in ORG by March’07.

Brand Information:

BRAND NAME PACK COMPOSITION MRP (Rs.)


THROMBOSOL Inj.Streptokinas
7,50,000 I.U. 1,483.00
V e
THROMBOSOL 15,00,000 Inj.Streptokinas
2,437.00
V I.U. e

Thrombosolv Price Structure:

RETA
PRICE
IL
TO BE
PRIC
NAME OF THE RETAI
E
PRODUCT (BULK COMPOSITION LED
(INCL
DRUG / APPROVED BY SPECIFICATION EXCISE (INCL.
USIV NAME OF MANUFACTURER
FORMULATION AND DRUG CONTROL OF PACK DUTY OF
E OF
ITS DOSAGE AUTHORITIES EXCIS
EXCI
FORMS) E
SE
DUTY)
DUTY
(RS.)
) (RS.)

THROMBOSOLV
INJ.
(INJ. 750000I.U 1,186. 1,48 POLAMIN WERK GmbH,
STREPTOKINASE VIAL _ _
STREPTOKINASE) . 40 3.00 GERMANY
750000I.U.
750000I.U.

THROMBOSOLV
INJ.
(INJ. 1500000I. 1,949. 2,43 POLAMIN WERK GmbH,
STREPTOKINASE VIAL _ _
STREPTOKINASE) U. 60 7.00 GERMANY
1500000I.U.
1500000I.U.

Competitors at a glance:
Target Indication:
1) Acute Myocardial Infarction

Target Audience:
1) Cardiologist
2) Physcian
3) ICCU Incharge
4) ICU Incharge

Communication:
1) A “NIBSC certified Class Streptokinase”.
2) The objective is to emphasize upon the quality of
Thrombosolv & to establish that Thrombosolv is a NIBSC
certified Class Streptokinase.

Promotional Inputs:
THROMBOSOLV ACTIVITY CALENDER
APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR
PRINT VA 1 VA 2 VA 3 VA 4
COMMON VA

Z- Z- Z- Z- Z- Z-
GIFTS DENIM SERIES DENIM SERIES DENIM SERIES DENIM SERIES DENIM SERIES DENIM SERIES

ACTIVITIES
DEP DEP DEP DEP
DEPARTMENTAL MEETINGS MEET MEET MEET MEET
Expenses:

CARDIOLOGISTS
OPTIONS (CLASS) QTY RATE COST TOTAL
ZODIAC TIE 1250 400 500000
ZODIAC HANDKIES 1250 200 250000
ZODIAC BELTS 1250 500 625000
ZODIAC WALLETS 1250 500 625000
ZODIAC CUFF LINKS 1250 400 500000
ZODIAC SOCKS SET 1250 250 312500
TOTAL 2812500

JR.DOCS
OPTIONS IN PAIR QTY RATE COST TOTAL
3750 70 262500
3750 70 262500
3750 70 262500
DENIM SERIES 3750 70 262500
3750 70 262500
3750 70 262500
TOTAL 1575000 4387500

LBL 24000 3 72000 72000


VISUAL AID 1400 80 112000 112000
DEPARTMENTAL MEETINGS 400 600 240000 240000
ICU BOX 1500 9 13500 13500
ICU KIT SAMPLE COSTING 1500 851 1276500 1276500
REF JACKET 10000 25 250000 250000
SAMPLE THROMBOSOLV 2400 399 957600 957600
SAMPLE KD UNASE 650 452 293800 293800
TOTAL 7602900

Targets:

APR MAY JUN QTR 1


BRAND UNITS VALUE UNITS VALUE UNITS VALUE UNITS VALUE
0.07 0.08 0.08 0.23
THROMBOSOLV
INJ.7,50,000I.U. 791 494534 904 565182 904 565182 2600 1624898
THROMBOSOLV
INJ.15,00,000I.U. 5740 5722780 6560 6540320 6560 6540320 18860 18803420
GROUP TOTAL 6531 6217314 7464 7105502 7464 7105502 21460 20428318
JUL AUG SEP QTR 2
UNITS VALUE UNITS VALUE UNITS VALUE UNITS VALUE
0.09 0.1 0.1 0.29
THROMBOSOLV
INJ.7,50,000I.U. 1017 635830 1130 706478 1130 706478 3278 2048785
THROMBOSOLV
INJ.15,00,000I.U. 7380 7357860 8200 8175400 8200 8175400 23780 23708660
GROUP TOTAL 8397 7993690 9330 8881878 9330 8881878 27058 25757445
OCT NOV DEC QTR 3
UNITS VALUE UNITS VALUE UNITS VALUE UNITS VALUE
0.09 0.09 0.08 0.26
THROMBOSOLV
INJ.7,50,000I.U. 1017 635830 1017 635830 904 565182 2939 1836842
THROMBOSOLV
INJ.15,00,000I.U. 7380 7357860 7380 7357860 6560 6540320 21320 21256040
GROUP TOTAL 8397 7993690 8397 7993690 7464 7105502 24259 23092882
JAN FEB MAR QTR 4
UNITS VALUE UNITS VALUE UNITS VALUE UNITS VALUE
0.08 0.08 0.06 0.22
THROMBOSOLV
INJ.7,50,000I.U. 904 565182 904 565182 678 423887 2487 1554251
THROMBOSOLV
INJ.15,00,000I.U. 6560 6540320 6560 6540320 4920 4905240 18040 17985880
GROUP TOTAL 7464 7105502 7464 7105502 5598 5329127 20527 19540131

ANNUAL
BRAND UNITS VALUE

THROMBOSOLV INJ.7,50,000I.U. 11304 7064776


THROMBOSOLV INJ.15,00,000I.U. 82000 81754000
GROUP TOTAL 93304 88818776

Sales-Expense ratio:

TOTAL SALES PLANNED Rs. 145088000


(Thrombosolv + KD-
Unase)
PLANNED EXPENSES Rs. 6752000
(Thrombosolv + KD-
Unase)
SALES EXPENSE RATIO 4.65 %

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