Brand management in Indian PHARMA Market

Presented By:
KISHOR KSHIRSAGAR
17028
PANTIUM
 A brand from INTAS PHARMACEUTICALS LTD.
 Used in treatment of Heartburn and acid reflux
disorder
 A proton pump inhibitor
 A well established brand in indian pharma
market
 Pantium has market value of 4.69 crs

 Currently de growing by16% annually in year

2017 as per AWACS
1. Dyspepsia:
 Indigestion

2. Peptic ulcer:
 Disease including after endoscopic treatment for bleeding

3. Gastro esophageal reflux disease: (GERD)

 It is a chronic symptom of mucosal damage caused by stomach
acid coming up from the stomach into the oesophagus tube.

4. Heart burn:
 It is a painful burning feeling in the chest or throat. It happens
when stomach acid backs up into esophagus tube that carries
food from mouth to stomach.
1. Age
 Burning pain in 18-30

 Duodenal 30-40

 Gastric over 50

2. Dietary Factors- spicy, fried or food prepared outside the home

contributed insignificantly to worsening of symptoms.
3. NSAIDs- Drugs like Aspirin increases Acid Secretion
4. Helicobacter Pylori infection: (Responsible for ulcer)
 90% have this bacterium found in stomach

 Present in patients with chronic gastritis and gastric ulcers.

5. Lifestyle:
 Smoking

 Acidic Drinks

 Medications
1. Indication:
 GERD
 Healing and Maintenance of Erosive Esophagitis
 Treatment of Zolinger Ellison
 Peptic Ulcer disease
 Risk reduction of NSAID- Associated Gastic Ulcers
 Acid Peptic Disorders
 Side effect:
 Headache
 Flatulence (gas)
 Nausea
 Dry mouth/ Diarrhoea

 Precautions:
 Efficacy and safety in pediatric patents and in pregnant
women and nursing mother have not been established
STRENGTHS AND OPPORTUNITIES
WEAKNESSES AND THREATS

• Management of multiple
• Growing therapeutic segment
indications
at 32%
• Well established brand in
• Most Common Condition
market
• High market value (545 cr)
• Good Relationship with
Doctors

• High competitors dominated

by top brands
• Brand is degrowing by 16% • New combinations for
• Issue in paediatric patients indications
(use only in above 12 yr age)
 PANTOPRAZOLE market is of 545.36 crs
market and is growing at a 32.8% annually.
 PANTIUM SR 40
Pantoprazole sustained released 40 mg Tabs

The only Pantoprazole brand with Sustained released tablet

 Criteria for selection of doctors for
prescribing PPI:

1. Specility wise Gastro, GP, Surg , Ortho and

Gyn
2. Urban/Extra Urban/Rural
4. Existing prescribers of Pantoprazole or non-
prescribers
5. Drs below 35 yrs age or 35 to 50 yrs or
above 50 yrs
6. Priscribers of other PPI agents
 GP’s, Gastro, Surgon, ortho,and Gynec in
urban, and extraurban markets with age
group of above 35 years
 Targeting to the existing and non prescriber
of Pantium
 Targeting to the prescribers of other PPI
(Rabeprazole, Esomeprazole, Omiprazole)
 For Prompt relief from GERD

The only Pantoprazole brand with Sustained released tablet

 3-4 sequential visits /Dr
 Messages related gimmicks, LBL.

Promotional tools
 Product samples every visit in first month.
 Annual (4 differentiating messaging)
 Branding, competitor management campaigns.