Azithral Marketing Project

Brand Plan Overview           

About the company Brand History Market Overview Azithral Details Azithral SWOT Brand Objective Issues and Critical Success Factors Drivers to achieve target Promotional Plan Special Campaign Growth Horizon

Alembic  Started in 1907, based in Baroda, Gujarat

 Sales as on March 2009: 554Cr (7%)  15 divisions  Field force strength: 2700

 Diverse Portfolio of Anti infectives, Gastrointestinal

drugs , NSAIDS, Ophthalmics, Cardiovasculars, etc  Anti infectives contribute to around 50% of company’s domestic sales  Strongly entrenched in the Macrolides category Source: Chairman’s speech July 2009

Product Description: Azithral  Molecule  Azithromycin belonging to the class of MACROLIDES  Indications  Effective against a wide variety of atypical bacterial  Used majorly in RTI  MOA:  Acts by binding to the 50S ribosomal subunit of susceptible microorganisms  Interferes with microbial protein synthesis  Dosage  500 mg OD for 3/5 days for an adult  100 -200 mg OD for 5 days according to child’s weight

BRAND HISTORY: AZITHRAL Launched in 1994: 1st Azithromycin in IPM

Azithral Liquid launched in 1998 • Brand Leader since launch . • Caters to needs of different age groups.

Azithral is the 27th TOP selling brand*

Maintained Leadership with Premium Price. • Exclusive Division with focus on Azithral has brought great results to the company. *IMS ORG Mar 2009

Market Overview Azithral (96.01 Cr) Azithromycin (355.86 Cr)

Macrolides (664.76 Cr) Antibiotic Anti-bacterials (Cephalosporins, AmoxyClav, Ampicillin, Quinolones, Macrolides and others) (6974.99Cr) Source: IMS ORG MAT Dec 09

Top Brands of Azithromycin-Dec’09 Sr. No.

Brand

Value

Company

M.S.

1

AZITHRAL

96.01 Cr

ALEMBIC

26.98%

2

AZEE

29.50 Cr

CIPLA

8.61%

3

ZATHRIN

23.15 Cr

FDC

6.80%

4

ATM

15.37 Cr

INDOCO

4.78%

5

AZIWOK

14.57 Cr

WOCKHARDT

4.55%

6

AZIBACT

9.88 Cr

IPCA

2.78%

7

ZADY

9.83 Cr

MANKIND

2.76%

8

AZILIDE

9.26 Cr

MICRO NOVA

2.61%

9

AZIMAX

7.95 Cr

CIPLA

2.24%

10.

ZITHROCIN

5.49Cr

BIOCHEM

1.65%

Source: IMS ORG MAT Dec 09

Indirect competitors Molecular category

Value (Cr.)

Market share

Growth (08 to 09)

Amoxiclav

555

7.90%

28%

Cefixime

572

8.20%

26%

Levofloxacin

154

2.20%

7%

Cefpodoxime

352

5%

31%

Clarithromycin

44.4

0.60%

13.50%

Source: IMS ORG MAT Dec 09

Prescription analysis- Azithromycin Sr. no

Speciality

NovFeb’08

JulOct’08

MarJun’08

NovFeb’09

CPR

36911

36467

34691

39067

1

GP’s

808

802

760

871

2

GYNAEC

433

429

408

454

3

PAEDIA

1536

1515

1458

1624

4

CONS PHY

843

809

824

838

5

DERMA

1511

1630

1493

1597

6

ENT

1104

1048

1125

1076

7

CHEST

737

697

705

737

Source: CMARC Data

AZITHRAL

74.35 19.5

2,009

YEAR

2.16

57.23 13.16

2,008

2.4 SOLID LIQUID IV

43.66 11.25

2,007

0.93

0

10

20

30

40

50

60

70

SOLID

2,007 43.66

2,008 57.23

2,009 74.35

LIQUID

11.25

13.16

19.5

IV

0.93

2.4

2.16

SALES IN CRORES

80

Azithral SKUs

Solids: 78% Liquids: 19% Injectibles:2%

%Mkt share

%growth

Azithral growth and Market share trend

62.16

61.35

35.64

35.37

37.94

23.31

24.28

24.71

MS 07

MS 08

MS 09

46.17

STRENGTH WEAKNESS

Top recalled brand of Azithromycin Company equity in Macrolides

Increasing drug resistance

Market leader in its category (M.S. 26 %) (~100 cr)

The market has differential pricing with over 150 brands

Main focus brand for company Widest range (caters to all age groups)

SWOT ANALYSIS THREAT OPPORTUNITY High growth market Newer Indications: Acne, Trachoma, HIV, Malaria Newer dosage forms: Ointment, Eye drops, Inhalation

Substitution at retailer level

High growth rate (31%) of AZEE (main competitor) Prescription degrowth of tablet range lower than the category* Low priced brands gaining M.S & prescriptions.(AZEE)

Brand Objective  To maintain the leadership position of Azithral and

achieving sales of 130 Cr by the end 0f 2011 with the growth rate of 35 %

Projected Target 35% (Rs. 34 Cr)

Sales Projection AZITHRAL

Sales

Projected Sales

Growth Rate

Oral Solids

74.35 Cr

98.5Cr

34%

Oral Liquids

19.50 Cr

29.25 Cr

50%

Injectibles

2.16 Cr

2.26 Cr

5%

Total Azithral

96 Cr

130 Cr

35%

Key Marketing Issues & Critical Success Factors Key Issues

Critical Success Factors

Arrest the rapid degrowth in Injectibles

Increase institutional sales through pricing flexibility /packaging innovations

Low priced brands gaining M.S & prescriptions.

Ensuring availability and schemes to Retailers

Prescription degrowth of tablet range lower than the category

Capturing the 5 day prescribers and providing doctor inputs

Drivers to achieve target Price increase by 5% Giving Institutional discounts for the growth of Azithral Injectibles

Leverage Brand Loyalty (Increasing prescriptions from prescribers)

Stopping substitution at the level of Retailers with schemes and Inputs

Converting Doctors prescribing direct and indirect competition

Establishing Equity with pediatricians with the campaign

Strategies to achieve objective  Leveraging on existing equity with Doctors  Expand presence of molecule to more indications  Positioning differently for different specialities

 Increasing the Prescriber Base: See Newer Doctors  Launch Newer SKUs  Ensuring availability and schemes to Retailers

 Price increase  Identify opportunities to increase institutional sales through pricing

flexibility /packaging innovations  Identify states where our brand share is far lower than national average . Create specific plans for state market share growth

Promotional Plan

Doctor Coverage Total no. of doctors to be covered= 200/MR Speciality

No. of doctors

General Practitioners

100

Consulting Physicians

2o

Dermatologists

15

Paediatricians

25

Gynaecologists

20

ENT

10

Chest Physicians

10

Indications GP/CP

Gynaec

COPD

Urethritis

Sinusitis

Cervicitis

ENT Otitis media

Paedia

Derma

Otitis media Bacterial sinusitis

Acne

Acne Pneumonia

Pneumonia

Pharyngitis

PID Pharyngitis Tonsilitis

Tonsilitis

Gonorrhoea Pharyngitis Syphillis

SSTI

Skin and Soft Tissue Infections

Brand Positioning-URTI Single-minded proposition: Most Effective Target audience – GP/CP/ENT

Key message 1:

Key message 2:

Key message 3:

Appropriate Coverage and therapeutic concentration at tissue level with fast action is imp while selecting antibiotics in URTI

High Concentration of AZITHRAL in tissues suggests that OD for 5 days or 3 days is effective in treating URTI

AZITHRAL assures rapid action in upper respiratory tract infections

Brand Positioning – Infections and STDs Single-minded proposition: Most Effective Target audience – Gynaecs

Key message 1:

Key message 2:

Key message 3:

PID eg. Urethritis and Cervicitis is very common in female patients

The need of the hour is an antibiotic that gives fast and most effective relief

AZITHRAL gives fast and most effective relief in PID infections

Brand Positioning – SSTI & Acne Single-minded proposition: Most Effective Target audience – GP/Derma

Key message 1:

Key message 2:

Key message 3:

S.aureus is most common pathogen involved in SSTI

AZITHRAL is the preferential antibiotic for bacterial infections with S. aureus

AZITHRAL is the most used antibiotic in SSTI and can also be prescribed for Acne

Promotional Expenses Activities

% of total marketing spend

Value

Samples

20%

2 Cr

Gifts

15%

1.5 Cr

Leave Behinds

1.5%

15 lac

2%

20 lac

Visual Aid

0.5%

5 lac

Trade & Institutional Discount

10%

1 Cr

Retailers Input

10%

1 Cr

Scientific Literature

2%

20 lac

CME/CRM

20%

2 Cr

Incentives

5%

50 lac

Special Campaign

12%

1.2 Cr

Contingency Fund

2%

20 lac

Posters

Total Promotional Expenditure: 10Cr (approx 10% of

Sampling Details SKU

Details

Amount Allocated

Azithral 500 mg (500x3) 350 MR * 150 Units per quarter * 4 *Rs 30

63 lacs

Azithral 250 mg (250x6)

350 MR *150 Units per quarter *4 * Rs 30

63 lacs

Azithral XP Tab ( Gynae infections

350 MR * 45 Units per quarter * 4 * Rs 30

19 lacs

Azithral Cap (25o mg)

350MR * 60 Units per quart * 4 * Rs 30

25 lacs

Azithral dispertab(100mgx3)

350 MR * 60 units per quart *4 * Rs 8

6.72 lacs

Azithral drops ( 10 ml)

350 MR * 60 units per quart * 4 * Rs 8

6.72 lacs

Azithral liquid (100mg x 15 ml)

350 * 45 units per quart * 4 * Rs 10

6.3 lacs

Azithral Liquid (200 mg x 15 ml)

350 * 45 units per quart * 4 * Rs 15

9.4 lacs

Azithral Total

2 Crs

Retailers Input  Trade Schemes = 10 + 1 ( In all SKUs)  Every quarter every M.R will gift 60 Retailers gifts like diary,

wall clocks( costing about Rs 120) .  The objective behind this activity is to stop any kind of substitution at retailer level as Azithral is premium priced brand

Incentives details  Every quarter incentive of Rs 5000 will be awarded to M.R on

achieving 102% of target.(5 % of A & P budget.) Calculation is based on assumption if 70% of Sales force achieves targets.(245 out of 350)

Promotion Overview QUARTER

INPUTS

QTR 1 (AprJun) •Campaign for Paediatrics •Samples •Brand Reminders •Inclinic activities •Literature •Brand Loyalty Programs •Leave Behinds •Trade Schemes

QTR 2 (JulSept) •Samples •Brand Reminders •Inclinic activities for newer SKU •Literature •Leave Behinds •Trade Schemes •Institutional Discounts

QTR 3 (OctDec)

QTR 4 (JanMar)

•Campaign for Paediatrics •Samples •Brand Reminders •Inclinic Activities •Literature •Brand Loyalty Programs •Leave Behinds •Trade Schemes

•OPD Campaign •Samples •Brand Reminders •Inclinic Activities •Literature •Leave Behinds •Trade Schemes •Institutional Discounts

Pediatrician Campaign

CAMPAIGN FOR PAEDIATRICIAN Doctor coverage

Sampling Plan

Coverage: 8750 Paediatricians (25 Paediatrician per M.R) (No of M.R s = 350)

No. of samples per doctor Classification of Doctor based on coverage (RCPA and past data) A- High B- Medium C-Low

5 doses for Class A 3 doses for Class B 1 dose for Class C

CAMPAIGN DETAILS Day 1

• Detail on Ear Infection and sinusitis • Retail call

Day 2

• Gifts - blue tooth, perfumed candles or room freshners

Day 3

• Retail call • No detailing

Day 4

• Detail on URTI (Pharyngitis, tonsilitis) • Sample KIT with all SKUs

Day 5

• Direct mailers from the company • Retail call

Day 6

• SUM up Total care for the three senses • Poster for Clinics

OGSM MODEL FOR PAEDIATRIC CAMPAIGN OBJECTIVE • To establish. Azithral as the leading antiinfective amongst Paediatricians

GOAL

STRATEGY

MEASURES

• To achieve an incremental sales of 10 Cr for the SKUs prescribed for paediatric purpose

• Focus on specific SKUs, like Syrups and KID tab • Conduct a Paediatric campaign.

• Campaign calendar • After Campaign gets over conduct RCPA to identify the response of doctors .

GROWTH HORIZONS HORIZON 1

• Growth rate of 35% • Paediatrician focus • Derma: Acne

HORIZON 2

• Opthalmic Indication: Trachoma & Conjunctivitis • Institutional Sales

HORIZON 3

• For Malaria , HIV Infections • MAC prophylaxis in AIDS • Inhalation SKU

THANK YOU