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Brief Introduction
Brand national Analysis:
(a) History of Brand
(b) Current monthly trend
(c) Brand seasonality Index
(d) Unit wise sales analysis
Market Analysis:
(a) ORG MAT analysis (Monthly Rx,Dr,P/D)
(b) Specialty analysis (Top specialties monthly contribution)
(c) Dr universe vs brand analysis
Regional analysis:
(a) Market potential index and Brand potential index
(b) Competitor scenario
(c) Bigger picture
Corporate scenario:
(a) CNS leaders and represented market
(b) Top CNS corporate scanning
SWOT analysis
Strategy 2011-12 :
(a) Objective
(b) Facts/issues ORG analysis
(c) Facts/issues Doctors & Prescription analysis
(d) Competitor activities
(e) GAP analysis
(f) Key issues to address
(g) Communication & challenges
(h) Detailed Regional strategy cum budget
Nov’10 Mat
I
N
Internal Value (Rs. Lakh) 184 300 342 198
T Internal GR% #DIV/0! #DIV/0! 63 73
E
R
Internal PRPM (Value) #DIV/0! 0.10 0.16 0.23
N % contr to overall sales of Div 0 8 9 9
A
L
ORG VALUE MOLE(MAT) 94 504 866 661 464
o ORG Value (MAT) 86 222 388 306 197
r ORG GR% (MAT) #DIV/0! 159 75 55
g MS% (MAT) 91 44 45 46 42
Rank (MAT) 1 1 1 1 1
Apr-Oct'10 Apr-Oct'09
Dr (MAT) Actual No. 737 25,188 39,267 25,763 21,730
DR Gr% 999 56 19
Total Rxns 14,501 567,597 1,176,640 743,476 650,106
Rx (MAT) Actual No. 14,501 375,202 566,360 421,312 293,717
Rx GR% 2487 51 43
O Rx share% 100 66 48 57 45
r P/D (MAT) 20 15 14 16 14
g
Top Speciality: PHY PHY PHY PHY PHY
Dr 374 10384 16698 9023 9013
Rx 11,010 173,542 265,994 167,668 144,110
P/D 29 17 16 19 16
Top Indication : Anxiety & Depression Anxiety Anxiety & Hypertension Anxiety
Target in Rs. Lakh 35.85 37.99 41.21 41.95 42.25 43.80 41.6 47.42 48.81
I Achievement in Rs. Lakh 10 38.14 36.50 42.30 42.10 43.50 44.8 47.3 48.2 53.2
N
T % achivement 106 96 103 100 103 102 114 102 109
E
R LYS 23.24 20.29 25.31 25.33 25.23 26.87 24.86 26.54 26.00
N
A GR% 64 80 67 66 72 67 90 82 105
L 1.5 1.4 1.6 1.6 1.7 1.7 1.8 1.9 2.1
Sales in Boxes
National PRPM Value 0.20 0.19 0.22 0.22 0.23 0.24 0.25 0.25 0.28
Drs in Market 09 4733 5054 4935 5551 5566 6199 6195 5773 6059
Drs in Market 10 5733 6010 5971 6041 6051 6744 6290
Dr GR% 21 19 21 9 9 9 2
Drs for Brand ' 09 2531 2963 2989 3077 3137 3586 3447 3072 3693
Drs for Brand ' 10 3,165 3,493 3,918 3,637 3,731 3,909 3,910
Drs GR% Brand 25 18 31 18 19 9 13
R
Rx in Market 09 88634 79986 90467 93070 95534 92785 109630 103562 111821
x
Rx in Market 10 102401 107804 98350 104567 102093 109179 119082
Rx GR% 16 35 9 12 7 18 9
Rxs for Brand 09 46480 37139 41575 39649 41009 39357 48508 48658 63070
Rxs for Brand 10 62398 52222 61044 60539 59822 61182 56182 70321
Rx GR% Brand 12 64 46 51 49 43 45
Yr 2007-08 (Sales Rs. Lakh) 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 2.87 6.23 9.56 2
Yr 2008-09 (Sales Rs. Lakh) 11.91 12.72 12.86 14.63 14.92 15.47 13.57 14.76 15.38 17.04 17.20 16.72 15
o 26
Yr 2009-10 (Sales Rs. Lakh) 19.51 19.65 20.90 25.39 26.39 27.31 30.27 27.73 29.30 26.56 27.89 30.14
r
g 3 Yr Average (Sales Rs. Lakh) 10 11 11 13 14 14 15 14 15 15 17 19 14
Seasonality Index 0.74 0.77 0.80 0.95 0.98 1.01 1.04 1.01 1.06 1.10 1.22 1.34
Season Type (LS/MS/HS) LS LS LS MS MS MS MS MS MS HS HS HS
M Yr 2007-08 (Sales Rs. Lakh) 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 2.87 6.23 9.56 2
a Yr 2008-09 (Sales Rs. Lakh) 11.91 12.72 12.86 17.91 19.81 20.72 20.47 32.06 37.07 41.55 42.45 41.38 26
r Yr 2009-10 (Sales Rs. Lakh) 46.32 47.63 52.34 60.99 61.16 64.61 67.30 63.58 66.19 61.99 65.76 67.26 60
k 3 Yr Average (Sales Rs. Lakh) 19 20 22 26 27 28 29 32 34 35 38 39 29
e 0.66 0.69 0.74 0.90 0.92 0.97 1.00 1.09 1.17 1.21 1.30 1.34
Seasonality Index
t
Season Type (LS/MS/HS) LS LS LS LS MS MS MS MS HS HS HS HS
Annual Average = Annual Sales/ No. of months SI =< 0.9; Lean Season (LS)
3 Yrs Annual Average = Sum of Annual Averages/3 SI => 0.9 and <1.10; Moderate Season (MS)
Seasonality Index = 3 Yrs monthly average / 3 yrs annual avaerage SI => 1.1; High Season (HS)
Market 4.9 38 40 17
1gm
BID
MONTHLY AVG
(c) No. of
Drs
No. of
No. of Drs
No. of Drs
for Top
No. of Drs
for Top
Drs in No. of
Selected % Dr for our % Dr Brand-2 % Dr Brand-3 % Dr
Speciality Universe Drs in
for Disp Brand as Disp as per Disp as per Disp
(Monthly Market
Promotio per ORG ORG ORG
Avg)
n ETILAAM ETIREST
Grand total 90 53863 4193 7.79 2630 62.7 1077 26 1053 25.1
PSY 10 2472 869 20.7 292 11.1 283 26.3 395 37.5
NEURO 4 3801 763 18.2 279 10.6 421 39.1 346 32.8
CP 44 17917 1744 41.6 1395 53 273 25.4 251 23.8
MBBS 32 29672 817 19.5 664 25.2 99 9.22 61 5.82
Brand Brand
Brand Market Retain Focus
Average Brand Brand Brand Brand Brand Brand Index
Average Average Rank Market Market Market (BI) (RF) / Aggressive
ORG Region Monthly MS% GR% GR% PRPM PRPM Int Disp ORG
Monthly Monthly latest GR% PRPM Disp % (Brand Focus (AF) / Low
Sales Internal ORG Internal ORG % Disp%
Sales ORG Sales ORG ORG Disp/
Internal Mkt Disp)
Focus (LF)
MAHARASHTRA
4.15 1.9 5.9 32 1 44 94 65 9.3 5.7 8.1 0.7 AF
0.0 0.0 0.0 0.0 LF
MUMBAI 2.26 1.1 4.8 23 3 47 76 89 0.16 0.08 0.34 5.1 3.4 6.7 0.5 AF
ASSAM 0.67 0.2 2.1 7 3 65 58 45 0.11 0.03 0.35 1.5 0.5 2.9 0.2 LF
KERALA 2.09 1.8 3.1 59 1 43 33 40 0.19 0.17 0.28 4.7 5.6 4.3 1.3 RF
• ETIZOLA is No.1 in all regions beside No.2 in Gujarat, Delhi and Bihar, Mumbai and Assam need to be focused
• Focus to be retained in Pun/Har, WB, T.N, Orissa, M.P,UP and kerla
• Intense focus required in Bihar, Maharastra and Assam.
Nov’10 Mat
Brand
Brand Market
Average Avg
Average Average Rank Avg Avg
ORG Region Monthly MS% BRAND Monthly GR% MS% BRAND GR% MS% Brand GR% MS%
Monthly Monthly latest Sales
Sales Sales
Sales
Sales ORG Sales ORG
Internal
2.50 1.7 4.1 40 2 ETILAAM 2.42 136 58 ETIZOLA 1.52 -12 37 ETIREST 0.69 47 17
BIHAR
0.69
4.15 1.9 5.9 32 1 ETILAAM 2.23 -14 38 ETIZOLA 2.03 54 35 ETIREST 1.36 6 23
MAHARASHTRA
MUMBAI 2.26 1.1 4.8 23 3 ETILAAM 2.24 115 47 ETIREST 1.54 -19 32 ETIZOLA 1.67 166 35
ASSAM 0.67 0.2 2.1 7 3 ETILAAM 1.78 83 84 ETIREST 0.65 17 31 ETIZOLA 0.13 -17 6
KERALA 2.09 1.8 3.1 59 1 ETIZOLA 1.98 20 64 ETIREST 0.96 5 31 ETILAAM 0.22 -26 7
• Etizola is No.2 and de growing in Bihar and Assam exceptional case need to be revisit
• ETIZOLA is No.2 in Maharastra, Delhi and Gujarat but growing more than competitor.
Nov’10 Mat
• ETIZOLA market need to be expanded, extract share from Alprazolam and Clonazepam Mkt.
• Key strength of ETIZOLAM over Alprazolam and Clonazepam in term of low tolerance and dependence will
help to convert market
• Big markets like UP, Pun/Har, MP, Maha, Raj and mumbai require more CME’s and awareness PDPs.
Corporate scenario
PIRAMAL HEALTHCARE
WOCKHARDT-MERIND*
GLAXOSMITHKLINE*
TORRENT PHARMA
SANOFI AVENTIS*
NOVARTIS INTL.*
JANSSEN-CILAG
ZYDUS CADILA*
LUPIN LIMITED
UCB PHARMA
MICRO LABS*
IPCA LABS
RANBAXY*
Grand Total
UNICHEM*
MANKIND
ABBOTT*
PFIZER*
CIPLA
INTAS
USV
THERAPY SEGMENT
SUN
(Value Cr. - MAT May'10)
ANTI-EPILEPTICS 142.25 118.44 6.72 3.80 10.94 8.85 11.19 12.99 55.65 5.07 21.01 92.64 46.39 6.10 2.50 7.08 2.99 23.99 109.43 83.28 771
PSYCHOLEPTICS 90.95 16.29 26.96 2.32 5.19 2.33 9.23 3.10 20.21 0.00 27.04 32.80 5.37 60.53 2.58 21.03 41.31 0.90 1.74 43.23 23.63 437
a. ANTIPSYCHOTICS 57.95 1.47 2.32 3.61 2.25 5.35 0.40 5.66 0.00 0.00 4.40 21.36 2.58 3.08 0.00 0.68 34.53 1.79 147
b. TRANQUILIZERS 19.73 25.49 3.11 2.34 13.37 0.00 27.14 39.17 21.03 38.23 0.28 0.83 7.56 21.83 220
c. HYPNOTICS AND SEDATIVES 13.27 16.29 1.58 0.09 0.77 0.36 1.18 27.04 1.26 5.37 0.00 0.62 0.24 1.14 0.01 69
PSYCHOLEP.,PSYCHOANALEP. 77.26 26.32 5.77 0.00 11.61 0.00 20.99 14.57 24.18 0.16 11.99 24.59 0.00 37.37 7.82 24.75 23.52 37.53 17.99 61.75 17.28 445
a. ANTIDEPRESSANT,THYMONAL 77.26 25.71 5.77 10.64 11.84 13.42 12.31 0.16 11.99 18.59 27.76 4.58 20.70 37.53 10.67 50.70 10.50 350
b. PSYCHOSTIM.,NEUROTONICS 0.61 10.33 5.38 3.15 24.75 7.32 3.56 55
c. PSYCHOLEPTICS 0.97 9.15 1.15 1.54 0.62 6.46 3.24 2.82 7.49 6.78 40
• MNC’s like Gsk, Janssen cilang, SA has no presence in the anxiolytic mkt.
• Beside Sun, Intas and Abbott none of the corporate has big stake
• One of the potential mkt. ie. No.2 CNS mkt, potential wise after antiepileptic.
• Macleods can take advantage of the dispersed mkt. scenario.
(b) Top CNS corporate scanning
COMPANY SUN INTAS TORRENT
Division Symbiosis Synergy Sirus Astera Altima Aquila Alecta Avanza Neuron Axon Mind MAN
Total PS Strength 120 110 115 149 220 135 110 35 110 109 113 New
Total monthly Turnover 15 12 10 6.5 7.5 6 5.5 1.3 4
Call Avg/Cov. P.M. 10Dr/M 10Dr/M 10Dr/M 12Dr/M 12Dr/M 12Dr/M 10Dr/M 11 Dr/M 11 Dr/M 11 Dr/M
Psychiatrists 30 30 30 30 30 30 30 10 30 30 30
Distribution
Neurologist 20 20 20 20 20 20 20 5 15 15 15
Cardiologist 10 15 10 10 20 20
Consultant Phy 65 50 60 55 50 45 45 110 70 85
Orth 5 20
Gastro 5
GP 35 25 20 15 10 20 20
Total Area managers 35 47 30 28 30 43
Total RSM managers 17 19 15 12 17
Total Sales managers 5 6 5 4
Total AGM sales 1 1 1 1 1 1 1 1
• Macleods is at par with Sun, Intas and Torrent in terms of total PS strength ie. 190 PSO all India
• SUN, INTAS and TORRENT are weak in term of CP, Card and GP coverage
• Macleods scores over in term of ABM and RSM coverage
• Strategic promotion from back door will fetch macleods, excellent business ie. GP–CP–CARD-PSY–NEU
• Macleods is still ruling the market with the strategic promotion.
SWOT Analysis – Brand
Positive Negative
Opportunity Threat
1.Mankind has launched SOLOPOSE with 11+1
scheme and half the market price.
1. Market is growing at 47.26%
2.SUN, INTASand TORRENT has also launched
2. Currently every secon individual is suffering from stress
combinations with escitalopram and mouth
3. Huge scope to extablish ETIZOLA as Co-Rx in all chronic dissolving tablet.
External diseases along with ongoing therapy, with the help of latest 3.Sun , Intas and torrent has good equity with
articles. Psy and NEU.
4. Launch of ETIZOLA MD and ETIZOLA Beta will help to expand 4. Both INTAS and SUN pharma getting
the market and to retain big market share. aggressive in public awareness campaign with
the help of celebrity.
Strengths Weaknesses
1. Only company in the market with the comprehensive Anxiety
management concept with full range of products. 1. Less number of PSY and Neu is MR list
2. Excellent rapport with the CARD, PSY and GPs . because Macleods Procare CV is Cardi
3. Co-Rx strategy at cardiologiest appreciated and well division.
Internal acknowledged. 2. NO high value activities for PSY and NEU
4. Strongly perceived for Anxiety management by CP, Card, GP
and Daibto.
6. Regular Regional and local CMEs and PDPs.
Strategy 2011-2012
(a) Objective of Strategy
• Current yearly value Proj : 7.60 Cr Trgted 2010-11 value obj : 12.50 Cr
• Current % growth over LYS : 75% Trgted % growth 2010-11 : 64%
(b) Facts/ Issues – ORG
• Current Rank – 1
• Details LYS(08-09) TYS(09-10) Current trend( Apr’10-Nov’10)
Molecule % Grw 436% 72% 47%
ETIZOLA 150% 75% 55%
% MS ETIZOLA 43% 47%
New Entrants 2 4 8
Etizola is the market driver with holding 47% MS and registering 55% value growth besides the strong
presence of INTAS, SUN and TORRENT, ETIZOLA has to expand market by :
1. By converting indirect competitors ie. Alprazolam,Clonazepam,Diazepam market
2. Converting new Drs ie. PSY & Neu where macleods is week
• Market has now 8 new competitors with Mankind with the lowest price alongwith 11+1
scheme.
• Monthly Unit Trend
– Increasing for 0.5mg, contributing more than 80%
– Changing 5x10 pack to 10x10 pack will give big jump in sales
– Launching ETIZOLA MD and ETIZOLA BETA to expand market
• Big markets like UP, Pun/Har, MP, Maha, Raj and mumbai require more CME’s and
awareness PDPs.
• Molecule growth looking stagnant.
• Brand review meeting every 2nd month with field to ensure the right implementation and to
discuss new strategies
(c) Facts/ Issues – Doctors & Prescriptions
• Current Rank – 1
• Current trend( Apr’10-Nov’10)
Details Dr. %Grw Rx. % Grw P/D Top Specialty Top specialty % Grw
MOLECULE 9 13 18 Phy 0
ETIZOLA - Macle 23 49 16 Phy 29
ETILAAM - Intas -5 -34 14 Neu -17
ETIREST - Torr 0 -23 15 Neu -41
• Big task to build strong perception with evidence base literatures and holding CMEs at
regional and national level to identifying new therapy GAPs, recognizing and
implementing.
• Building core group with all specialty therapeutic segments.
• PMS and clinical trials for molecule growth
(d) Competitors Activity
INTAS Pharm :
• Expanding ETILAAM extensions to complete the anxiety management spectrum.
• Investing high value gifts for key Drs.
• Domestic trips for Drs.
TORRENT Pharm :
• ETAZAM also coming up with combinations
• Huge Drs. CMEs
• ANCIPS particaption
• National and international conference sponsorship with co branding.
• ETAZAM has been circulating reference articles
• Torrent has tied up with helpage india for mass awareness.
SUN Pharm :
• Sun is very aggressive with ETIREST.
• Circulating patient profile with the help of indian patient photo shoot.
• Brand campaign and lucrative brand incentives
(e) GAP available
Awareness :
• Under take public awareness related activities through
CME/PDP/CORPORATE CAMPS
• MACLO camps
• PAG India Meetings
New launch :
• Launch ETIZOLA MD and ETIZOLA BETA
Packing :
• Converting 5x10 pack of ETIZOLA to 10x10 pack for 0.25mg, 0.5mg and 1mg
• Increase HO Order up to 14%
Communication :
• Establishing Co-Rxn with antihypertensive and subsequently with Cardiac complications ie. ACS,
CHD, MI, Athresclerosis
• Stepwise expanding brand exposure to establish as Co-Rx especialy with:
• Diabetic management
• Pain management- arthritis
• Gastro
• Post delivery complications- Gyne
• COPD, Asthma- Respiratory complications
(f)
• Etizola stress • Etizola Anxiety • Etizola Heart & Brain • Etizola smile campaign/ • Etizola tambola
card activity campaign campaign Premium HVG campaign
• Etizola think and act • Anxiety Meter • Use it or lose it campaign • Duration- Once in • Duration- Once in
contest •Duration- Every months •Duration- Once in 6 months 3 months
• Duration- Once in 2 months
3 months Drs/PSO Drs/PSO
Drs/PSO Drs/PSO Psy- Phy-
Drs/PSO Phy- Phy- Neu – Card –
Phy- Card – Card – Psy –
Card – Psy – Psy – GP –
Psy – GP – GP –
GP – Targeting Psy & Neuro Targeting Phy, GP &
Targeting Phy, Card & Targeting Phy & Card Card
Targeting Phy,GP & Psy
------
(g). Brand Communication & challenge