Ciprofloxacin is an antibiotic of Fluoroquinolones group. Ciprofloxacin is the fifth largest generic in the total Pharm...
analySEEs
2008
Marketing
Plan
Ciprofloxacin
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1.0
Market Summary
Ciprofloxacin is an antibiotic of Fluoroquinolones group. Ciprofloxacin is the fifth largest generic in the total Pharma market. At the same time this market is continuously growing. Almost all leading companies paid their deep concentration in this market and this generic market has become more competitive. The leading brand Ciprocin (SQA) enjoys 20% share of Ciprofloxacin market. On the other hand the second brand leader Neofloxin continuously is loosing its market share. For that reason they reduced the price of all strength of Neofloxin. After that almost all leading brands including Ciprocin have become available at reduced price. Introduction of powder for suspension form add new cherry to the Ciprofloxacin market. Consecutive introduction of Ciprofloxacin suspension by seven company and price reduction issue make a noise in Ciprofloxacin market. So to compete in the competition and to increase market share we are proposing two campaigns named “Ciprofloxacin Patron” and “Ciprofloxacin Idol”.
OVERVIEW OF THERAPEUTIC MARKET
Therapeutic Class/ Sub-class
2008
2007
2006
Val*
Sh%
Gr.%
Val*
Sh%
Gr.%
Val*
Sh%
Gr.%
Cephalosporins & Combs
3081
46
10
2802
43
9
2583
41
8
Fluoroquinolones
1651
24
4
1583
24
6
1489
24
14
Penicillins
1105
16
-12
1260
19
-6
1335
21
-4
Macrolides & Similar Types
566
8
12
504
8
6
474
7
9
Trimethoprim Combs
160
2
-21
203
3
-11
229
4
-21
Tetracyclines & Combs
143
2
-16
170
3
-7
183
3
-7
18
1
-3
19
0
-16
22
0
8
9
0
-28
13
0
-11
14
0
-21
11
0
-9
12
0
82
7
0
1
Aminoglycosides Chloramphenicols & Combs Other Antibiotics
Source: IMS 2 Q, 2008; Value in BDT million nd
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OVERVIEW OF THERAPEUTIC MARKET BY MARKET SHARE (2008) 2%
8%
3%
16%
46%
24%
Cephalos porins & Combs
F luoroquinolones
Penicillins
M ac rolides & Sim ilar Ty pes
Trimet hoprim Com bs
Other Ant ibiot ics
Source: IMS 2nd Q, 2008
2.0
Year
2008
2007
2006
Leading players
Brand Name
Company Name
Position
*Value
Share (%)
Growth (%)
Ciprocin
Square
1st
195
19.24
-1.38
Neofloxin
Beximco
2 nd
103
10.11
-18.33
Flontin
Renata
3rd
70
6.92
4.17
Quinox
Eskayef
4th
63
6.20
17.10
Cipro-A
Acme
5th
55
5.41
-7.69
Ciprox
Opsonin
6th
44
4.32
2.18
Ciprocin
Square
1st
198
20.06
8.74
Neofloxin
Beximco
2 nd
126
12.74
-3.01
Flontin
Renata
3rd
67
6.83
12.35
Cipro-A
Acme
4th
59
6.02
7.75
Quinox
Eskayef
5th
54
5.45
-19.37
Ciprox
Opsonin
6th
43
4.35
0.63
Ciprocin
Square
1st
182
18.22
4.50
Neofloxin
Beximco
2 nd
130
12.97
39.01
Quinox
Eskayef
3 rd
67
6.67
9.79
Flontin
Renata
4th
60
6.00
1.63
Cipro-A
Acme
5th
55
5.52
4.47
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Maprocin
Orion
6 50 5.02 8.63 Source: IMS 2 Q, 2008; Value in BDT million th
nd
3.0
Competition
DIRECT COMPETITION
2008 Brand
2007
Company Value
Share (%)
Growth (%)
Value
Share (%)
Growth (%)
Ciprocin
Square
195
19
-1
198
20
9
Neofloxin
Beximco
103
10
-18
126
13
-3
Flontin
Renata
70
7
4
67
7
12
Quinox
Eskayef
63
6
17
54
5
-19
Cipro-A
Acme
55
5
-8
59
6
8
Ciprox
Opsonin
44
4
2
43
4
1
1,015
63
3
988
64
2
Ciprofloxacin
Source: IMS 2 Q, 2008; Value in BDT million nd
INDIRECT COMPETITION
Ciprofloxacin will compete indirectly with Levofloxacin, Gatifloxacin, Nalidaxic acid and Cefradine preparations of the market. 2008 Brand
2007
Company Value
Share (%)
Growth (%)
Value
Share (%)
Growth (%)
Levoxin
IAP
48
16.70
-31.81
70
26.16
35.87
Trevox
SQA
33
11.57
-4.10
34
12.89
72.41
Ovel
ATP
30
10.64
88.88
16
6.02
999
Evo
BXM
20
7.05
139.15
8
3.15
999
Levox
OPI
18
6.18
-54.13
38
14.39
15.90
285
17.79
6.83
267
17.25
55.70
Levofloxacin
Source: IMS 2 Q, 2008; Value in BDT million nd
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2008 Brand
2007
Company Value
Share (%)
Growth (%)
Value
Share (%)
Growth (%)
Gati
SQA
18
20.20
178.94
7
25.60
999
Gatiflox
IAP
16
18.13
12.19
7
29.11
999
Gatlin
RTA
15
17.00
98.32
8
30.30
999
90
5.62
253.55
25
1.65
999
Gatifloxacin
Source: IMS 2 Q, 2008; Value in BDT million nd
2008 Brand
2007
Company Value
Share (%)
Growth (%)
Value
Share (%)
Growth (%)
Lebac
SQA
186
17.48
11.90
166
15.94
18.40
Sefrad
SA
176
16.55
-11.01
198
18.98
-11.67
Skcef
SK+f
120
11.27
2.64
117
11.20
2.42
Avlocef
ACI
56
5.32
-28.17
78
7.43
2.67
Cephran
OPI
26
2.48
1.59
26
2.49
-14.67
1065
49.55
2.05
1044
53.39
3.98
Cefradine
Source: IMS 2 Q, 2008; Value in BDT million nd
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4.0
Product Definition
Therapeutic class
:
Flouroquinolones Flouroquinolones
Sub-therapeutic class
:
Oral Flouroquinolones Flouroquinolones
Dosage form
:
Tablet, Powder for Suspension
Generic name
:
Ciprofloxacin Hydrochloride USP
Mechanism of action:
The mode of action involves the inhibition of DNA gyrase and Topoisomerase II, which mediates the formation of supercoils of DNA. The process is necessary for compacting the bacterial chromosomes within the cell and ultimately DNA synthesis is hampered. PRICE ANALYSIS
Brand Name
Company
Ciprocin
Square
Neofloxin
Beximco
Flontin
Reneta
Quinox
Eskayef
Floxabid
ACI
Dosage form
Tablet Tablet Tablet Tablet Tablet Tablet XR Tablet Tablet Tablet Powder for Susp Tablet Tablet Tablet Powder for Susp Tablet Tablet Tablet Powder for Susp
Strength
Pack size
MRP/Tab (BDT)
250 mg Tab 500 mg Tab 750 mg Tab 250 mg Tab 500 mg Tab 750 mg Tab 500 mg XR Tab 250 mg Tab 500 mg Tab 250 mg/5 ml 250 mg Tab 500 mg Tab 750 mg Tab 250 mg/5 ml 250 mg tablet 500 mg tablet 750 mg tablet 250 mg/5 ml
10x3 10x2 10x2 10x5 10x4 10x3 10x2 10x2 10x3 60 ml 10x3 10x3 10x1 60 ml 10x5 10x3 10x2 60 ml
8.50 14.00 18.00 8.50 14.00 18.00 15.00 8.50 14.00 60.00 8.50 14.00 18.00 60.00 8.50 14.00 18.00 60.00
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5.0
SWOT Analysis
Strengths •
The molecule of choice in the treatment of enteric infection.
•
Strong perception of all-rounder antibiotic.
•
All the possible dosage forms of Ciprofloxacin Ciprofloxacin are prescribed.
Weaknesses •
Reported side-effects. side-effects.
•
Expensive than Penicillins
•
Less effective than 3 and 4 generation Cephalosporins Cephalosporins rd
th
Opportunities •
•
Ciprofloxacin market is continuously growing and now holding the fifth highest selling molecule in Bangladesh Pharma Market. Specialist wise doctor’s promotion will be the new opportunity to maximize the market share.
Threats •
•
Strong brand focuses of the leading companies increase the competition in this generic market. Threatening growth of 3 and 4 generation Cephalosporins rd
th
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6.0
Positioning
Ciprofloxacin – an all round protection against bacterial infections. Ciprofloxacin an ideal drug in the treatment of •
Enteric infections
•
Urinary tract infection
•
Gastrointestinal tract infections
Market Segmentation
Ciprofloxacin tablet can be promoted to the follow f ollowing ing doctors a. Doctors who prescribe p rescribe Ciprofloxacin Ciprofloxacin b. Doctors who prescribe Cephradine c. Doctors who prescribe Azithromycin for the treatment of enteric infection. Ciprofloxacin powder powder for suspension will be promoted to the following doctors a. Doctors who prescribe Erythromycin suspension b. Doctors who who prescribe Azithromycin Azithromycin suspension suspension c. Doctors who who prescribe Cephradine Cephradine suspension suspension d. Doctors who prescribe prescribe Nalidixic Nalidixic Acid suspension Target Doctors Doctor Categories
General Practitioners Gynecologists Pediatricians Medicine Medicine specialists Gastroenterologists Surgeons Internee Doctors
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7.0
C o m m u n i c a t i on s t r a t e g i e s
No. of Detailing Promotions
:
06
No. of Reminder Promotions
:
12
No. of Clinical Meeting
:
03
Gifts / Special Campaigns Campaigns
:
03
Promotional Campaigns Campaign-01
1.
Objective: •
2.
To establish Ciprofloxacin as the drug of choice in the treatment tre atment of UTI
Activities: •
•
Special promotion highlighting Urinary tract infection to selective six hundreds gynecologist. Reminder promotion to make extra thirst to other target doctors.
3
Duration: January to April 2008
4.
Cycle Promotion
Promotion Detailing Reminder Gifts 5.
Target doctors:
January √ √
Month February March √ √ √ √
April √
Gynecologists General Practitioners Medicine specialists Gastroenterologists Internee Doctors
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6.
Promotional tools: Sample, PPM and gift (Pocket tissue / Money parts)
Campaign -02
1.
Objective: •
2.
To build five trustworthy prescribers of Ciprofloxacin powder for suspension in each territory.
Activities: •
•
Special promotion highlighting the Pediatric typhoid and diarrhea to selective selective Pediatricians and GPs. Reminder promotion to make extra thirst to other target doctors.
3
Duration: May to August 2008
4.
Cycle Promotion
Promotion Detailing Reminder Gifts
Month May √ √
Jun √ √
July √ √
August √
5.
Target doctors:
Pediatricians General Practitioners Gynecologists Medicine specialists Gastroenterologists Internee Doctors
6.
Promotional tools: Sample, PPM and gifts (Pen / Coffee maker)
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Campaign -03
1.
Objective: •
2.
To establish Ciprofloxacin as the drug of choice in the treatment tre atment of typhoid fever.
Activities: •
Special promotion highlighting typhoid fever to selective GPs.
•
Reminder promotion to make extra thirst to other target doctors
3
Duration: September to December 2008
4.
Cycle Promotion
Promotion Detailing Reminder Gifts 5.
Target doctors:
September √ √
Month October Nove November mber √ √ √ √
December √
General Practitioners Gynecologists Medicine specialists Gastroenterologists Internee Doctors
6. Promotional tools: Sample and gifts (Liquid soap / Card holder / Tissue box)
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8.0 Some Brands currently available in the global market
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Edited By: Mamun Ahmed & Thomas White
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