Analysees Report: Antibiotic Marketing Plan For India And South Asian Market

analySEEs

2008 Marketing

Plan

Ciprofloxacin

www.analySEEs.co.uk

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

Aminoglycosides

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

Chloramphenicols & Combs Other Antibiotics

Source: IMS 2nd Q, 2008; Value in BDT million www.analySEEs.co.uk

OVERVIEW OF THERAPEUTIC MARKET BY MARKET SHARE (2008) 2%

8%

3%

16%

46%

24%

Cephalosporins & Combs Penicillins

Fluoroquinolones Macrolides & Similar Types

Trimethoprim Combs

Other Antibiotics

Source: IMS 2nd Q, 2008 2.0

Leading players

Year Brand Name Company Name Position *Value Share (%) Ciprocin

Neofloxin 2008

Flontin

Quinox

Cipro-A

19.24

3rd

70

6.92

Beximco

2nd

Eskayef

4th

Renata Acme

5th

Opsonin

Neofloxin

Beximco

2nd

Acme

4th

Flontin

Cipro-A Quinox Ciprox

Ciprocin

2006

195

Ciprox

Ciprocin

2007

Square

1st

Square

Renata

Eskayef

Opsonin Square

6th

6.20

17.10

4.32

2.18

5.41

4.17

-7.69

3rd

67

6.83

12.35

5.45

-19.37 4.50

5th 6th

126 59 54 43

12.74 6.02 4.35

1st

182

18.22

3rd

67

6.67

Flontin

Renata

4th

Acme

44

-18.33

20.06

Beximco

Cipro-A

55

10.11

198

Neofloxin

Eskayef

63

-1.38

1st

2nd

Quinox

103

Growth (%)

5th

130 60 55

8.74

-3.01 7.75 0.63

12.97

39.01

6.00

1.63

5.52

9.79 4.47

www.analySEEs.co.uk

Maprocin 3.0

Orion

6th 50 5.02 8.63 Source: IMS 2nd Q, 2008; Value in BDT million

Competition

DIRECT COMPETITION

Brand

Company

Ciprocin

2008

2007

Value

Share (%)

Growth (%)

Value

Share (%)

Growth (%)

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 2nd Q, 2008; Value in BDT million INDIRECT COMPETITION Ciprofloxacin will compete indirectly with Levofloxacin, Gatifloxacin, Nalidaxic acid and Cefradine preparations of the market. Brand

Company

2008

2007

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 2nd Q, 2008; Value in BDT million

www.analySEEs.co.uk

Brand

Company

Gati

2008

2007

Value

Share (%)

Growth (%)

Value

Share (%)

Growth (%)

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 2nd Q, 2008; Value in BDT million

Brand

Company

Lebac

2008

2007

Value

Share (%)

Growth (%)

Value

Share (%)

Growth (%)

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 2nd Q, 2008; Value in BDT million

www.analySEEs.co.uk

4.0

Product Definition

Therapeutic class

:

Flouroquinolones

Dosage form

:

Tablet, Powder for Suspension

Sub-therapeutic class Generic name

:

Oral Flouroquinolones

:

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

Dosage form Tablet

250 mg Tab

Tablet

750 mg Tab

Tablet Tablet

Neofloxin

Beximco

Tablet Tablet

XR Tablet Flontin

Reneta

Tablet Tablet

Eskayef

ACI

250 mg Tab 500 mg Tab 750 mg Tab

500 mg XR Tab 250 mg Tab 500 mg Tab

MRP/Tab (BDT)

10x2

14.00

10x5

8.50

10x3 10x2

8.50

18.00

10x4

14.00

10x2

15.00

10x3 10x2

18.00 8.50

10x3

14.00

10x3

8.50

250 mg/5 ml

60 ml

Tablet

500 mg Tab

10x3

14.00

250 mg/5 ml

60 ml

60.00

500 mg tablet

10x3

14.00

60 ml

60.00

Tablet

Powder for Susp Floxabid

500 mg Tab

Pack size

Powder for Susp Tablet

Quinox

Strength

250 mg Tab 750 mg Tab

Tablet

250 mg tablet

Tablet

750 mg tablet

Tablet Powder for Susp

250 mg/5 ml

10x1 10x5 10x2

60.00

18.00 8.50

18.00

www.analySEEs.co.uk

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 are prescribed.

Weaknesses • • •

Reported side-effects.

Expensive than Penicillins

Less effective than 3rd and 4th generation Cephalosporins

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 3rd and 4th generation Cephalosporins

www.analySEEs.co.uk

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 following doctors a. Doctors who prescribe Ciprofloxacin b. Doctors who prescribe Cephradine

c. Doctors who prescribe Azithromycin for the treatment of enteric infection.

Ciprofloxacin powder for suspension will be promoted to the following doctors a. Doctors who prescribe Erythromycin suspension b. Doctors who prescribe Azithromycin suspension c. Doctors who prescribe Cephradine suspension

d. Doctors who prescribe Nalidixic Acid suspension Target Doctors Doctor Categories

General Practitioners Gynecologists Pediatricians

Medicine specialists Gastroenterologists Surgeons

Internee Doctors

www.analySEEs.co.uk

7.0

Communication strategies

No. of Detailing Promotions

:

06

No. of Reminder Promotions

:

12

No. of Clinical Meeting

:

03

Gifts / Special Campaigns

:

03

Promotional Campaigns Campaign-01 1.

Objective: •

2.

To establish Ciprofloxacin as the drug of choice in the treatment 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:

Month

January

February

March

April

√

√

√

√

√

√

√

Gynecologists General Practitioners Medicine specialists Gastroenterologists Internee Doctors

www.analySEEs.co.uk

6.

Promotional tools: Sample, PPM and gift (Pocket tissue / Money parts)

1.

Objective:

Campaign -02

• 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 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

May

Jun

√

√

√

Month

√

July

August

√

√

√

5.

Target doctors:

Pediatricians General Practitioners Gynecologists Medicine specialists Gastroenterologists Internee Doctors

6.

Promotional tools: Sample, PPM and gifts (Pen / Coffee maker)

www.analySEEs.co.uk

Campaign -03 1.

Objective: •

2.

To establish Ciprofloxacin as the drug of choice in the treatment 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:

Month

September

October

November

December

√

√

√

√

√

√

√

General Practitioners Gynecologists Medicine specialists Gastroenterologists Internee Doctors

6. Promotional tools: Sample and gifts (Liquid soap / Card holder / Tissue box)

www.analySEEs.co.uk

8.0 Some Brands currently available in the global market

www.analySEEs.co.uk

www.analySEEs.co.uk

© Copyright 2008. Analysees Ltd, www.analysees.co.uk. All rights reserved. When quoting please cite “analySEEs.co.uk”. The above information does not constitute the provision of investment, legal or tax advice. Any views expressed reflect the current views of the author, which do not necessarily correspond to the opinions of Analysees Ltd or its affiliates. Opinions expressed may change without notice. Opinions expressed may differ from views set out in other documents, including research, published by Analysees Ltd. The above information is provided for informational purposes only and without any obligation, whether contractual or otherwise. No warranty or representation is made as to the correctness, completeness and accuracy of the information given or the assessments made

www.analySEEs.co.uk

About analySEEs: It is an online based boutique analysis, strategic consultancy and business intelligence firm focusing on qualitative research. We provide affordable and customised local market research, strategic and tactical recommendations. Our clients include retail and service businesses and the business-to-business sector. We help our clients achieve more by providing them with deep information on the companies, markets, and people that matter to them. We are working with experienced Research Professionals from different parts of the world. Our new move expanded us as far as South Asia and still we are growing with significant pace everyday. We offer a range of business services to organisations that are active in our specialist industries. So far our services include business research publications, customised research and business consulting.

www.analySEEs.co.uk

Edited By:

Mamun Ahmed & Thomas White

Contact [email protected] www.analysees.co.uk

www.analySEEs.co.uk