FLOW OF PRESENTATION

INTRODUCTION AZITHROMYCIN MARKET IPCA LABORATORIES

AZIBACT
COMPETITOR PROFILING PRIMARY RESEARCH

Antimicrobial

Substance that kills or inhibits the growth of microorganisms.

TYPE OF ACTION: Bacteriostatic (Azithromycin) Bactericidal

CLASSIFICATION Sulphonamides Quinolones B- Lactum antibiotics Tetracycline Macrolide Aminoglycoside Nitro imidazole Azole derivatives

Anti- infective Market in India

Anti-infective pharmaceuticals market in India is the largest contributor to domestic pharmaceutical sales, contributing around 18%. Indian Pharma market growing at 15%. Total Indian Pharma Market: around 60,000 crs Anti-infective Market: 10955 crs Companies majorly into anti-infective market:
Ranbaxy Laboratories Alkem Macleods Hetero GSK Aristo IPCA Cipla

Introduction: Macrolides
An antimicrobial with an antimicrobial spectrum against Gram +ve, -ve and atypical pathogens. Erythromycin 1st macrolide antibiotic used for URTI and SSTI. Drawbacks limited the use of erythromycinfrequent GI intolerance and a short serum half-life. In 1992 US FDA approved two macrolide agents, CLARITHROMYCIN and AZITHROMYCIN for clinical use. CLARITHROMYCIN and AZITHROMYCIN are semisynthetic derivatives of erythromycin.

Azithromycin Introduction

Azithromycin
Azithromycin is referred to as an azalide. Azithromycin is more acid stable, has a longer serum half life, tissue penetration and greater activity against Gram ve organism compared to erthromycin. Mechanism of Action Inhibits protein synthesis by binding reversibly to 50s ribosomal subunit of microorganism. Antimicrobial Spectrum Gram positive microorganism: S. aures, S. pneumoniae Gram negative microorganism: H. influenza Atypical microorganism: Mycoplasma pneumoniae

Azithromycin Indication and Dosage in Children

Age
From 6 months and above

Indication
Acute otitis media

1 Day Regimen
30mg/ kg single dose

3 Day Regimen
10 mg/kg once daily

5 Day Regimen
Day 1: 10mg/kg single dose Day 2-5: 5mg/ kg single dose --

Sinusitis

--

10mg/ kg once daily 10mg/ kg once daily

CAP

--

Day 1: 10mg/kg single dose Day 2-5: 5mg/ kg single dose Day 1: 10mg/kg single dose Day 2-5: 5mg/ kg single dose 12mg/ kg once daily

SSTI

--

10mg/ kg once daily

From 2 yrs. and Pharyngitis/ above Tonsilitis

--

--

Azithromycin Market
Total market: 457.14 crs Growth Rate: 7.5% Total Brands available in Market: 363 brands Top 5 Brands contribute to a total of: 222.92 crs(48.74%)
BRAND AZITHRAL AZEE ZATHRIN COMPANY NAME ALEMBIC LTD CIPLA LTD. FDC LTD. IPCA LABORATORIES PVT LTD. INDOCO REMEDIES LTD Sum of MAT Value Sep 11 105.7913 47.19294 25.62083 Sum of MAT VAL GR Sep 11 10.1 21.4 4.5

AZIBACT ATM

22.59324 21.72182

22.6 8.4

 Ipca is a therapy leader in India for anti-malarial with a market-share of over 34% with a fast expanding presence in the international market as well. Ranked no: 12 Market Share: 1.33% Pharma is Ipca's flagship division handling the largest number of brands. It focuses on multi-specialty areas like pain, cardiovascular, gastro-intestinal, anti-infective and cough. This division hosts many multi-crore brands and enjoys leadership in the pain segment.

Solvin (Phenylephrine + Bromhexine), Azibact (Azithromycin), Vinicor (Metoprolol), Zerodol(Aceclofenac) are some of the leading brands.

DIVISIONS

1. 2. 3. 4. 5. 6.
7. 8. 9. 10. 11. 12.

3 c-cardiovascular and ant diabetic 3 d-lipid management Activa- orthopedics' Altus-oral and injectable antibiotics Bionova-dermatology Dynamix- CVs, GI, antibacterial, respiratory and pain management Hycare-all major molecules of cvd Innova-neuropsychiatry Intima- antimalarial Pain management Pharma- pain, cardiovascular, gastro-intestinal, antiinfective and cough Uro sciences- BPH, overactive bladder and calculi

Azibact Sales
MAT Sept 2011
AZIBACT 100 mg/ 5ml SALE
89035664.1
89035664.1

AZIBACT 200 mg/ 5ml SALE

171940587.3 237878410.1 152366003.5

2009 2010 2011

107560175.1
2009

203011082.4

2010 2011

GROWTH RATE: 12.85%

GROWTH RATE: 17.18%

Azibact Formulation
Azibact 250 Azibact 500 Azibact Suspension 100 Azibact Suspension 200 Azibact LR Readymix

Azibact 500 SI
Azibact 2g SR

Azibact
STRENGTHS WEAKNESS
Unique LOCK and KEY taste Side effects masking technology: Special Bacteria developing resistance RESINS. to Azithromycin . Micronisation Technology: Can not be prescribed for Advanced JET MILL MICRONISER. infants below 6 months. Packed in internationally approved light resistant pack: TITANIUM DIOXIDE. Better compliance: Double- sided spoon for accurate dosing.

OPPORTUNITIES
Brand Extension: Combination with Cefixime.

THREATS
Substitution at chemist level. Azee and Azithral established brands. Pratham is quickly establishing in doctors mind.

Azibact
POSITIONING IN PEDIATRICIAN
INDICATION: In Tonsillitis, Pharyngitis and Otitis media.

SIGN OFF LINE: Fast to act Rest assured THE MOST PALATABLE AZITHROMYCIN
FLAVOR: Mango
AZIBACT SKU 100 mg/ 5ml 200 mg/ 5ml KID 100 mg TAB 100 mg/ 5ml 200 mg/ 5 ml PACKAGING 15ml 15ml 3 30ml 30ml FORMULATION SUSPENSION SUSPENSION TABLET READYMIX READYMIX PRICE (Rs.) 28 39 18 55 80

Azibact
PROMOTIONAL ACTIVITY
MANGO DAY ACTIVITY: in the Month of MAY FUN ACTIVITY Soft toys Pencil and rubber sets Colors (designed by Disney Club covering) CHILDREN DAY SPECIAL: Clinic decor Mango shape and flavor cake Gifts for children: Mask, Caps,etc

COMPETITOR PROFILING

Competitor Profiling
BRANDS AZITHRAL AZEE ZATHRIN MARKET SHARE MAT SEPT 2011 GROWTH RATE MAT SEPT 2011

23.1 10.32 5.6

10.1 21.4 4.5

AZIBACT
ATM AZIWOK

4.9
4.7 4.4

22.6
8.4 -16.7

LAZ
ZADY MACROTOR MAXITHRAL

2.7
2.2 0.5 0.11

-0.4
-2.9 24.2 15.0

Competitor Profiling
PRICE (Rs.)
BRANDS 100 mg/ 5ml 200 mg/ 5ml KID 100 mg TAB 100 mg/ 5ml 200 mg/ 5 ml PACK 15ml 15ml 3 30ml 30ml FORMUL ATION AZIBACT AZEE --15 21 31 LAZ 21.90 29.90 10.80 --MAXITH RAL -50 25 --MACROT OR 25 35 ----

SUSPENS 28 ION SUSPENS 39 ION TABLET 18

READYMI 55 X READYMI 80 X

Maxithral
POSITIONING IN PEDIATRICIAN
INDICATION: In Pharyngotonsillitis and Acute Otitis Media SIGN OFF LINE: Aimed to Cure FLAVOUR: Orange PACKAGING :Double sided spoon.
MAXITHRAL SKU
200 mg/ 5ml 100 mg DT

FORMULATION
SUSPENSION TABLET

PACKAGING
15ml 3 tab

PRICE (Rs.)
50 25

Maxithral
PROMOTIONAL ACTIVITY MASCOT: WISEOWL ARPAN: AlleRgy Protection and AwarNess Story Books for children Drawing Books Crayon Colors GERM PROTECTION CAMPAIGN Sanitizers Hand wash Wipes MONSOON MONTH Orange Color umbrella is distributed to doctors

Azee
POSITIONING IN PEDIATRICIANS Indias most preferred macrolide Back to ACTION in Just 3 Days SIGN OFF LINE: It works, where it matters the most. The 3-Day 3-Dose Antibiotic FLAVOR: Mint
AZEE SKU 100 mg/5ml 200 mg/ 5ml 100 mg DT FORMULATION REDIUSE REDIUSE TABLET PACK 15ml 15 ml 3 tab PRICE (Rs.) 21 31 15

Laz
POSITIONING IN PEDIATRICIANS
INDICATION: In Routine RTIs

SIGN OFF LINE: With 3C Advantage

FLAVOUR: Mint

LAZ SKU 100 mg/ 5ml

FORMULATION SUSPENSION

PACKAGING 15ml

PRICE (Rs.) 21.90

200 mg/ 5ml

100 DT

SUSPENSION
TABLET

15ml
3

29.90
10.80

Macrotor
POSITIONING IN PEDIATRICIANS

INDICATION: In Acute Bronchitis

PUNCH LINE: Prescribe wonder of 3 MERITS The SHORT CUT to treat infection 3 MERITS: Wonder of packing: PET Bottles Sorbitol Pineapple Flavor FLAVOR: PINEAPPLE
MACROTOR SKU 100 mg/ 5ml 200 mg/ 5ml FORMULATION SUSPENSION SUSPENSION PACK 15 ml 15 ml PRICE (Rs.) 25 35

Macrotor
PROMOTIONAL ACTIVITY ELITE CAMPAIGN Stationary sets Spoons MACROTOR ECHO ACTIVITY: Alphabets Chart Colours and Shapes Chart

Primary Research

Primary Research- Chemist

Objective To analyze the Azibact prescriptions out of the total azithromycin molecule prescriptions at chemist level. Method: Sample and Data Collection A Sample size of 20 chemist were surveyed across Western-Central Zone in Mumbai (Borivali, Santacruz, Mulund And Worli) On 24, 25 and 26TH Feb 2012. Survey Instrument Questionnaire: Open-ended questions.

Primary Research- Chemist

QUESTIONS What are the various Azithromycin brands available in your store? Which brands of Azithromycin are prescribed regularly by Doctor? Which specialty of doctors prescribe azithromycin? FINDINGS Availability is good. Azee, Azithral, Zathrin, Azibact. GP, Paediatricians, Dermatologist (250/500mg).
100/200 Suspension 250/500 Tablet 500mg Injection
500 mg tablet 200mg/5ml suspension

What are the different strengths of azithromycin available in your store?

Which SKU of azithromycin molecule has a large sale?

How many azithromycin molecule prescriptions are received per week?

Prescription of azibact / week received Scheme provided by different companies

10-15 bottle/ week

5-6 Bottles/ week ( 100 and 200 mg

put together) Azee: 4+1, Zathrin, Azithral: 5+1 Azibact: 9+1

Primary Research- Stockist

Objective To understand the trend of Azithromycin molecule in the market. Method: Sample and Data Collection A Sample size of 2 Stockist (A.B. Pharma, Borivali and D. Jamnadas, Malad )were surveyed on 25th Feb 2012

Survey Instrument Questionnaire: Open-ended questions.

Primary Research- Stockist

QUESTIONS Which are the different Azithromycin brands available in the stock? FINDINGS Azifast, Zady, ATM, Z1, Azro, Azibact

Which Azithromycin brand has a larger Zady (Mankind) demand/ sale in the market?
Which are the various SKUs of Azithromycin available in the stock? Which Azithromycin SKU has a larger demand in the market? What are the total units or bottles of Azithromycin available in the stock? What are the schemes provided by different companies? How much is the sale of Azibact suspension / month in the market?
100/200 susp/ redimix , 250/500 tab, 500mg injection 200 suspension 500 mg tablet 4000 bottle/ month Azibact: 9+1 ATM: 7+1 Zady: 5+1 Azro: 5+1

Azibact 200 suspension: 400 Bottles Azibact 100 suspension: 250 Bottles

Primary Research- Doctor

Objective To understand the indication in which doctor prescribe azithromycin, brands prescribed and effective way of registering the brand name in doctors mind. Method: Sample and Data Collection A Sample size of 10 Doctors ( 3 MBBS and 7 MD DCH) were surveyed in Mumbai on 24 and 25 Feb 2012. Survey Instrument Questionnaire: Open-ended questions.

Primary Research- Doctor

QUESTIONS FINDINGS

Doctor do you prescribe azithromycin molecule in children?

YES: 8 NO: 2

Doctor in which indication do you prescribe azithromycin?

URTI : 9 Atypical Infection: 3 Otitis media: 2 Typhoid: 2 Pneumonia: 1 Acne( only Adults): 1

Doctor, Brands that come to your mind when you think of prescribing azithromycin molecule?

Azee, Azithral, Zathrin, Aziwok, ATM, Azibact are established in Doctors mind

Primary Research- Doctor

QUESTIONS Doctor , how do you recollect the above mention brands? FINDINGS Brand name related to the molecule is recollected fast e.g. AZI___ While prescribing a Doctor looks for Good company involved in production Syrup form Better coverage (Antimicrobialeffect) Palatable (pratham) Dispersible tablets Small particle-size. MEDICAL REPRESENTATIVE Taste Diarrhoea

Doctor, what are the major concern while prescribing azithromycin in children?

Reference
Essentials of Pharmacology :K D Tripathi www.ipcalabs.com http://www.icra.in/Files/ticker/Indian%20Pharma%20ind.pdf. MAT SEPT 2011 MAT June 2011 www.wikipedia.com