Marketing Plan

(Getifloxacin 250 & 500mg)

Introduction

Bacterial infections are among the most prevailing diseases in third world
countries like Pakistan. The reasons for such a widespread prevalence
are poor hygienic conditions, illiteracy, insufficient healthcare facilities
and so on. As severity of infections vary from minor (e.g. sinusitis,
pharyngitis) to life threatening (e.g. septicemia, pneumonia, etc.),
appropriate treatment, therefore is of prime importance.

Antibiotics are the drugs that are used to treat infections caused by
different pathogens. Although a wide array of antibiotics are available
before clinicians, ideally an antibiotic that offers broad microbial
coverage, least resistance, superior safety and excellent patient’s
compliance, would be the drug of choice.

Fluoroquinolones successfully made in-roads into the cut-throat

competitive antibiotic market by fulfilling all the parameters of an
effective antibiotic group. At present there are nine quinolones available
in Pakistan:

• Ciprofloxacin • Norfloxacin
• Ofloxacin • Getifloxacin
• Moxefloxacin • Pefloxacin
• Enoxacin • Nalidixic acid
• Sparfloxacin •

Market Overview of Antibiotic Market

If we look at the market of systemic antibiotics in Pakistan, the data

revealed that it is the largest therapeutic segment (Rs. 11,526 million)
accounting for approximately 22.5% of the total pharmaceutical market.
Category Units Value (in Market Growth
(in Mill) Mill Rs.) Share Rate %
Tetracycline & Comb. 2.098 384.59 0.80 6.00
Chloremphenicol & Comb. 4.841 108.68 0.20 12.00
Broad spectrum penicillin 47.060 3003.89 5.90 16.00
Cephalosporins & Comb. 35.441 3710.84 7.20 15.00
Trimethoprim & Comb. 19.371 1850.66 3.60 16.00
Macrolides & Similar types 21.898 572.86 1.10 6.00
Fluoroquinolones 16.250 1303.16 2.5 8.00
Narrow spectrum 1.236 45.36 0.10 6.00
penicillins
Aminoglycosides 7.008 348.96 0.70 14.00
Other β -lactam penicillin 0.1143 64.41 0.10 -46.00

A closer look at the market situation of systemic antibiotics in Pakistan

indicates that there are eleven main categories of antibiotics available,
as shown above. The data suggests that antibiotic market is highly
fragmented, as no single group enjoys more than 7% of the total market.
Cephalosporins (Rs. 3,710.84 million), broad spectrum penicillins
(3,003.89 million), fluoroquinolones (Rs. 1,303.16 million) and macrolides
(Rs. 572.86 million) are the top performers in the overall market of
antibiotics, enjoying 7.2%, 5.9%, 2.5% and 1.1% of the total systemic
antibiotic market, respectively.

Leading Brands in Quinolones

The total market of quinolones is valued at Rs. 1303.16 million and the
competitive scenario depicts following picture:

Brand Generic Compan Launc Unit Value Marke Gro

y h Date s (Rs.) t wth
00 (000) Share Rat
e
(%)
Tarivid Ofloxacin Aventis 04/87 573. 144,71 8.3 -1
6 0
Ciproxin Ciprofloxacin Bayer 03/91 363. 108.05 6.2 -22
3 1
Novidat Ciprofloxacin Sami 12/92 443. 94.168 5.4 5
9
Noroxin Norfloxacin MSD 07/84 440. 75.201 4.3 6
5
Cravit Getifloxacin Hilton 11/98 149. 58.007 3.3 8
0
Mytil Ciprofloxacin Wilson 01/96 545. 57.739 3.3 8
8
Ciprin Ciprofloxacin Werrick 08/200 516. 52.720 3.0 25
0 6
Ciprox Ciprofloxacin Amson 07/96 370. 41.757 2.4 17
8
Ofloquin Ofloxacin Global 02/97 246. 38.925 2.2 98
2
Tavanic Getifloxacin Aventis 12/200 91.8 37.931 2.2 -2
0

Out of these ten brands, five are from Ciprofloxacin, two are from
Ofloxacin group, two from Getifloxacin group and one from Norfloxacin.

The total revenue of these top ten brands comes to Rs. 709 mill. If we
look at molecule wise standing in these top ten brands, Ciprofloxacin
( with Rs. 354 milli) is number one followed by Ofloxacin (with Rs. 183
mill) and Getifloxacin is enjoying third position (with Rs. 95 milli revenue).

Core Market of Getifloxacin

Getifloxacin will be directly competing in the quinolone segment of the

systemic antibiotic. Noroxin (norfloxacin) was the first brand in the
quinolone that was launched by MSD in 1984. This was the time, when
tetracyclines and penicillins were confronted with the problem of
emergence of resistant breed of new pathogens. In 1987, Hoechst
launched its blockbuster Tarivid, brand of Ofloxacin which gives
prescribers new option to curb microbial infections because of its better
microbial coverage and convenience of dosage. In 1990, Abbott entered
market with Enoxacin which started increasing the size of market
because of the switchovers from tetracyclines, aminoglycosides and
penicillin resistant patients.

And in the very next year, Bayer enters in 1991 with its Ciproxin, brand of
Ciprofloxacin. Although it doesn’t made any great impact at launch but
with proper re-positioning it reaps market share overwhelmingly. This is
also evident with number of brands of this molecule now standing around
60 followed by 55 of Ofloxacin group.

After these number of newer quinolones enter into market but they don’t
made any lasting impressions until 1998 when Hilton took the initiative
by launching Getifloxacin followed by Aventis with its brand of Tavanic.
Getifloxacin showed promising start as evident by its two brands
standing at 5th and 10th position in top ten quinolone brands in short span
of time with values of 58 and 38 mill respectively. This encourages other
companies to enter the market with this molecule.

Competition within Getifloxacin

According to IMS, Qtr-IV 2002, following brands were active in the

competitive scenario of Getifloxacin:

Brand Compan Launc Units Value Market Growt

y h 00 (Rs.) Share h Rate
Date (000) (%)
Cravit Hilton 11/98 149.0 58.007 3.3 8
Tavanic Aventis 12/200 91.8 37.931 2.2 -2
0
Leflox Getz 05/200 114.2 19.417 1.1 12
2
Levocil CCL 04/200 76.5 12.358 0.7 -
2
Levaquin BH 06/200 17.9 6.404 0.4 -
2
Cravit was the first brand of Getifloxacin launched in 1998 by Hilton. It is

number one selling brand amongst Getifloxacin with annual turnover of

58 mill and growing at rate of 8%. Main reason for its success is its

positioning which was initially only placed in RTI but now it has strong

references of equally effective in UTI, SSTI and also in Typhoid.

Tavanic, second most selling brand but with negative growth mainly

because of new entrants which are making in-roads with equal

effectiveness and cost benefits. There are now six brands in Getifloxacin

fighting for both to expand market of Getifloxacin on basis of its

extensive coverage and effectiveness as well as taking share from each

other on price benefits.

SWOT Analysis

Strengths:

1. Already have presence in the antibiotic market.

2. Successful platform of Pharma company will give Getifloxacin required

repute and distinction, which will bolster doctors’ confidence.

3. Strong and prudent marketing activities, that would help in getting

substantial share in the market.

4. A committed field force ready to accept challenge of making it yet

another successful product.
Weaknesses:

1. Not marketing injectable form preventing its use in hospitalized

patients.

2. Delayed launch of this product.

Opportunities:

1. We are entering into one of the growing segments of the systemic

antibiotic.

2. Getifloxacin is competitively priced and is the economical brand in the

Getifloxacin group.

3. Newer evidence of its efficacy in infections other than that of RTI, UTI
and SSTI, can be grabbed to increase its prescription base.

4. Already acceptance of this molecule among presriber’s.

Threats:

1. Increasing share of newer quinolones like, moxifloxacin.

2. Entry of newer and powerful molecule in quinolone market.

Marketing Objectives for the first year:

1. Our main objective would be to establish Getifloxacin, as a first choice

of drug for treating infections of Respiratory tract, Urinary tract, Skin
and soft tissues etc.

2. To sell around 125,000 packs of Getifloxacin and to get a modest

share of 2.0% of quinolone market.

3. To get a brand standing of no.3 among Getifloxacin’s.

Marketing Strategy:

Positioning

The focus of Getifloxacin’s marketing strategy will be to establish it as

“The Simple Solution” for effective eradication of pathogens in
infectious diseases pertaining to respiratory tract, urinary tract, skin &
soft tissues etc. The rationale for this strategy is :

• Extensive coverage of key pathogens (RTI, UTI, SST etc)

• Low resistance pattern for Getifloxacin
• Dosage Flexibility
• Cost Effective therapy

Segmentation:

The target indications of Getifloxacin include,

1. Respiratory tract infections (both upper and lower)

2. Urinary Infections
3. Skin and soft tissue infections etc
Target specialties of Getifloxacin include,

1. Physicians
2. ENT specialists
3. General practitioners
4. Skin specialists

Total Number of doctors will be 100 per MSO.

Pricing Strategy:

The prices of Getifloxacin has been set at most competitive level, and it
will be an economical brand in the Getifloxacin group. Because of this
price advantage, Getifloxacin will be in a commanding position to take on
the lead right from the beginning and will give a very tough fight to all
the players.

Brand Name Strengt Pack Size Retail Price per

h Price (Rs.) tab (Rs.)
Cravit Tablet 250mg 10’s 401.50 40.00
500mg 10’s 790.00 79.00
Tavanic Tablet 250mg 10’s 401.50 40.00
500mg 10’s 790.00 79.00
Leflox Tablet 250mg 10’s 170.00 17.00
500mg 10’s 340.00 34.00
Levocil Tablet 250mg 10’s 170.00 17.00
Levaquin Tablet 250mg 10’s 340.00 34.00
500mg 10’s 680.00 68.00
Qumic Tablet 250mg 10’s 143.48 14.34
500mg 10’s 282.61 28.26
GETIFLOXACIN 250mg 10’s 200.00 20.00
TABLET 500mg 10’s 350.00 35.00

Promotional Activities:
An aggressive promotional campaign has been planned for Getifloxacin,
so as to create a lasting image. The detail of these promotional activities
include,

Launching folder:

There will be an attractive, eight page detailing folder in which attempt

has been made to highlight role of Getifloxacin in Respiratory tract
infections along with its effectiveness in urinary tract and skin infections.
This launch folder is developed with major focus on its role in eradicating
respiratory pathogen by highlighting its wide microbial coverage, efficacy
vs. established treatments in different indications and its safety.

This folder will be used as leave behind detailing-aid.

Prescription Pads:

Beautiful prescription pads having the same visual as appeared on the

folder will serve as a useful product reminder. The inside top, will carry
the message of Getifloxacin, which will reinforce our objective of
establishing it as a simple solution for infectious conditions.

Getifloxacin User trial:

User trial is planned for 250mg strength for five (5) patients from five (5)
doctors of each MSO for 7-10 treatment days in indications related to RTI,
UTI and other infections. This activity is planned to bolster confidence of
prescriber’s on our brand Getifloxacin and also to position our brand on
top of his mind.

Doctors’ Gift:

Keeping the nature of product in mind we have this time selected a

unique “Four-in-One Torch” which is multipurpose torch with stand, pen
and highlighter. This will on one hand gives utility to doctor and on the
other hand will serves as a constant reminder for our brand Getifloxacin.

Stickers:

Utility of stickers for products that require massive coverage cannot be

negated. To serve this purpose we have planned very beautiful stickers
having brand name ‘Getifloxacin”. These stickers will be pasted in all
major clinics, hospital wards and chemist shops.

Physician Samples:

We have allocated a handsome quantity of Getifloxacin’s physician

samples of each strength, so as to bolster their confidence.

Chemist Letter:

In order to ensure product availability, chemists letter are dispatched to

all major chemists throughout Pakistan through our distributors, so as to
gain their support. This letter besides informing them about product
launch, contain useful information like trade and retail price, product
group etc. We are also providing these letters to our sales team to help
them in introducing Getifloxacin to the chemists.

Press Ads:

We will employ indirect communication as well, mainly in the form of

press ads. In this regard, an attention getting ad is developed which will
appear in all important medical journals and newspapers.