BRAND PLAN

Brief Introduction
Brand national Analysis:
(a) History of Brand
(b) Current monthly trend
(c) Brand seasonality Index
(d) Unit wise sales analysis

Market Analysis:
(a) ORG MAT analysis (Monthly Rx,Dr,P/D)
(b) Specialty analysis (Top specialties monthly contribution)
(c) Dr universe vs brand analysis

Regional analysis:
(a) Market potential index and Brand potential index
(b) Competitor scenario
(c) Bigger picture

Corporate scenario:
(a) CNS leaders and represented market
(b) Top CNS corporate scanning

SWOT analysis

Strategy 2011-12 :
(a) Objective
(b) Facts/issues ORG analysis
(c) Facts/issues Doctors & Prescription analysis
(d) Competitor activities
(e) GAP analysis
(f) Key issues to address
(g) Communication & challenges
(h) Detailed Regional strategy cum budget
 Nov’10 Mat

(a). History of Brand

Yr 07-08 Yr 08-09 Yr 09-10 Apr-Nov 10 Apr-Nov 09

I
N
Internal Value (Rs. Lakh) 184 300 342 198
T Internal GR% #DIV/0! #DIV/0! 63 73
E
R
Internal PRPM (Value) #DIV/0! 0.10 0.16 0.23
N % contr to overall sales of Div 0 8 9 9
A
L
ORG VALUE MOLE(MAT) 94 504 866 661 464
o ORG Value (MAT) 86 222 388 306 197
r ORG GR% (MAT) #DIV/0! 159 75 55
g MS% (MAT) 91 44 45 46 42
Rank (MAT) 1 1 1 1 1
Apr-Oct'10 Apr-Oct'09
Dr (MAT) Actual No. 737 25,188 39,267 25,763 21,730
DR Gr% 999 56 19
Total Rxns 14,501 567,597 1,176,640 743,476 650,106
Rx (MAT) Actual No. 14,501 375,202 566,360 421,312 293,717
Rx GR% 2487 51 43
O Rx share% 100 66 48 57 45
r P/D (MAT) 20 15 14 16 14
g
Top Speciality: PHY PHY PHY PHY PHY
Dr 374 10384 16698 9023 9013
Rx 11,010 173,542 265,994 167,668 144,110
P/D 29 17 16 19 16
Top Indication : Anxiety & Depression Anxiety Anxiety & Hypertension Anxiety

• Etizolam is 3 yr old molecule in pharma market

• Market is expanding and molecule growing more than 50%
• Macleods commanding more than 45% market and No. 1 brand till date as per MAT ORG
• ETIZOLA has 57% Rx share with PHY as top specialty.
 Nov’10 Mat
(b). Current monthly trend
Mar-10 Apr-10 May'10 June'10 July'10 Aug'10 Sep'10 Oct'10 Nov'10 Dec'10

Target in Rs. Lakh 35.85 37.99 41.21 41.95 42.25 43.80 41.6 47.42 48.81
I Achievement in Rs. Lakh 10 38.14 36.50 42.30 42.10 43.50 44.8 47.3 48.2 53.2
N
T % achivement 106 96 103 100 103 102 114 102 109
E
R LYS 23.24 20.29 25.31 25.33 25.23 26.87 24.86 26.54 26.00
N
A GR% 64 80 67 66 72 67 90 82 105
L 1.5 1.4 1.6 1.6 1.7 1.7 1.8 1.9 2.1
Sales in Boxes
National PRPM Value 0.20 0.19 0.22 0.22 0.23 0.24 0.25 0.25 0.28

Market (Value Rs.Lakh) 09 46 48 52 61 61 65 67 64 66

Market (Value Rs.Lakh) 10 77.0 82.5 80.7 83.5 85.2 80.8 84.3 87.4
Market GR% 66 73 54 37 39 25 25 37
Our Brand Sales in (Rs. Lakh) 09 20 20 21 25 26 27 30 28 29
o 35.1 36.2 37.6 39.0 41.1 36.0 40.7 40.5
Our Brand Sales in (Rs. Lakh) 10
r
g PRPM (Value) 0.18 0.19 0.20 0.21 0.22 0.19 0.21 0.21
Our Brand GR% 80 84 80 53 56 32 34 46
Our Brand MS% 46 44 47 47 48 45 48 46
ORG Rank 1 1 1 1 1 1 1 1

Drs in Market 09 4733 5054 4935 5551 5566 6199 6195 5773 6059
Drs in Market 10 5733 6010 5971 6041 6051 6744 6290
Dr GR% 21 19 21 9 9 9 2
Drs for Brand ' 09 2531 2963 2989 3077 3137 3586 3447 3072 3693
Drs for Brand ' 10 3,165 3,493 3,918 3,637 3,731 3,909 3,910
Drs GR% Brand 25 18 31 18 19 9 13
R
Rx in Market 09 88634 79986 90467 93070 95534 92785 109630 103562 111821
x
Rx in Market 10 102401 107804 98350 104567 102093 109179 119082
Rx GR% 16 35 9 12 7 18 9
Rxs for Brand 09 46480 37139 41575 39649 41009 39357 48508 48658 63070
Rxs for Brand 10 62398 52222 61044 60539 59822 61182 56182 70321
Rx GR% Brand 12 64 46 51 49 43 45

• ETIZOLA has excellent growth trend in term of Rx, Dr and value.

• ETIZOLA growth in term of RX and DR is more than molecule growth
 Nov’10 Mat
(c). Brand seasonality index
Ann
APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR
Avearge
Yr 2007-08 (Sales Rs. Lakh) 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 4.23 5.80 9.92 7.55 2
I
N Yr 2008-09 (Sales Rs. Lakh) 12.30 12.45 13.81 13.65 14.73 16.38 14.06 14.22 16.57 18.88 19.27 17.68 15
T
E Yr 2009-10 (Sales Rs. Lakh) 23.24 20.29 25.31 25.33 25.23 26.87 24.86 26.54 26.00 25.71 28.20 22.88 25
R
N 3 Yr Average (Sales Rs. Lakh) 12 11 13 13 13 14 13 14 16 17 19 16 14
A
Seasonality Index 0.83 0.77 0.92 0.91 0.94 1.01 0.91 0.96 1.10 1.18 1.35 1.13
L
Season Type (LS/MS/HS) LS LS MS MS MS MS MS MS MS HS HS HS

Yr 2007-08 (Sales Rs. Lakh) 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 2.87 6.23 9.56 2
Yr 2008-09 (Sales Rs. Lakh) 11.91 12.72 12.86 14.63 14.92 15.47 13.57 14.76 15.38 17.04 17.20 16.72 15
o 26
Yr 2009-10 (Sales Rs. Lakh) 19.51 19.65 20.90 25.39 26.39 27.31 30.27 27.73 29.30 26.56 27.89 30.14
r
g 3 Yr Average (Sales Rs. Lakh) 10 11 11 13 14 14 15 14 15 15 17 19 14
Seasonality Index 0.74 0.77 0.80 0.95 0.98 1.01 1.04 1.01 1.06 1.10 1.22 1.34
Season Type (LS/MS/HS) LS LS LS MS MS MS MS MS MS HS HS HS

M Yr 2007-08 (Sales Rs. Lakh) 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 2.87 6.23 9.56 2
a Yr 2008-09 (Sales Rs. Lakh) 11.91 12.72 12.86 17.91 19.81 20.72 20.47 32.06 37.07 41.55 42.45 41.38 26
r Yr 2009-10 (Sales Rs. Lakh) 46.32 47.63 52.34 60.99 61.16 64.61 67.30 63.58 66.19 61.99 65.76 67.26 60
k 3 Yr Average (Sales Rs. Lakh) 19 20 22 26 27 28 29 32 34 35 38 39 29
e 0.66 0.69 0.74 0.90 0.92 0.97 1.00 1.09 1.17 1.21 1.30 1.34
Seasonality Index
t
Season Type (LS/MS/HS) LS LS LS LS MS MS MS MS HS HS HS HS

Annual Average = Annual Sales/ No. of months SI =< 0.9; Lean Season (LS)
3 Yrs Annual Average = Sum of Annual Averages/3 SI => 0.9 and <1.10; Moderate Season (MS)
Seasonality Index = 3 Yrs monthly average / 3 yrs annual avaerage SI => 1.1; High Season (HS)

• Season has no effect on ETIZOLAM market

 Nov’10 Mat

(d). Brand unit wise analysis and MRP

Product MAT Nov'10 % MS % Grw MTH Nov'10 % MS % Grw
ETIZOLAM 922.47 100.00 47.27 87.37 100.00 37.41
0.5000MG 761.74 82.58 38.10 70.91 81.16 32.64
ETIZOLA MA5 340.12 44.65 45.51 32.06 45.21 42.75
ETILAAM IN9 209.60 27.52 31.08 18.52 26.11 21.53
ETIREST SPI 180.76 23.73 14.45 14.87 20.98 -5.64
EZOLENT TAL 16.30 2.14 999.00 2.67 3.77 999.00
LAM-ET T7M 7.63 1.00 999.00 0.69 0.98 999.00
ETAZAM TNT 5.30 0.70 999.00 0.73 1.04 999.00
ETILITE RBY 2.03 0.27 999.00 1.36 1.91 999.00
1MG 107.73 11.68 68.21 8.91 10.20 14.47
ETILAAM IN9 49.07 45.55 45.90 4.39 49.24 32.78
ETIZOLA MA5 29.94 27.79 57.47 2.17 24.37 -25.84
ETIREST SPI 23.78 22.07 108.69 1.54 17.28 -0.78
EZOLENT TAL 2.28 2.12 999.00 0.24 2.70 999.00
ETAZAM TNT 1.83 1.70 999.00 0.16 1.78 999.00
ETILITE RBY 0.83 0.77 999.00 0.41 4.63 999.00
0.2500MG 52.99 5.74 392.67 7.55 8.64 222.79
ETIZOLA MA5 49.83 94.03 363.27 6.26 82.95 167.75
ETILAAM IN9 3.16 5.97 999.00 1.29 17.05 999.00

Product Company Pack MRP

Etilaam- 0.5 Tab Intas 10'S 32.5
Etilaam-1mg Tab Intas 10'S 60
Etilaam MD Intas 10's 35.8
Etirest- 0.5 Tab Sun 10'S 33.5
• ETIZOLAM 0.5mg is contributing more than 80%
Etirest- 1 Tab Sun 10'S 68
Etazam-0.5 Tab Torrent 10'S 30 • ETIZOLA is NO.1 in 0.5mg and 0.25mg segment but 1mg need to
Etazam-1 Tab Torrent 10'S 60 be focused
Etilite 0.5mg Ranbaxy 10's 32.5 • Changing the 5x10 pack of ETIZOLA 0.5mg to 10x10 will give a big
Etilite 1mg Ranbaxy 10's 60
jump in sales.
Etizola 0.5mg Macleods 10's 35.5
Etizola 0.25mg Macleods 10's 19.5 •Etizola is No.1 beside premium price.
Etizola MD Macleods 10's 36.5
Etizola 1mg Macleods 10's 68.8
Solopose- 0.5 Tab Mankind 10'S 19.9
 Nov’10 Mat
Market analysis
Value Dr
Dosage No. of Rx Monthly
(a) Molecule
Form
Strength
Brands
Nov'10
MAT(Lac)
GR% PRPM Monthly
Avg
Dr GR%
Avg
Rx GR% P/D

Market 4.9 38 40 17

025mg, 0.5mg and

922.0 72 6,074 105,834
ETIZOLAM

ETIZOLA 420.0 75 2.2 3,608 31 57,830 47 16

1gm
BID

8 ETILAAM 262.0 57 1.4 1,573 37 20,071 0 13

ETIREST 205.0 69 1.1 1,677 -39 26,193 63 16
EZOLENT 19.0 999 0.1 79 #DIV/0! 544 #DIV/0! 7

Spl-1 Spl-1 Spl-2 Spl-2 Spl-2 Spl-3 Spl-3 Spl-3

Spl-1 Rx Spl-1 Dr Spl-2 Rx Spl-3 Rx
Name P/D Name Dr P/D Name Dr P/D
(b) Market CP 34076 1788 19 PSY 20528 962 21 NEUR 19319 912 21

ETIZOLA CP 23657 1412 17 GP 6407 566 11 CARD 4290 316 14

ETILAAM NEU 5996 512 12 PSY 7194 449 16 CP 4490 224 20

ETIREST PSY 8327 308 27 CP 5716 462 12 NEUR 7941 475 17

EZOLENT PSY 205 18 11 DIAB 141 6 23 CP 111 4 30

MONTHLY AVG

(c) No. of
Drs
No. of
No. of Drs
No. of Drs
for Top
No. of Drs
for Top
Drs in No. of
Selected % Dr for our % Dr Brand-2 % Dr Brand-3 % Dr
Speciality Universe Drs in
for Disp Brand as Disp as per Disp as per Disp
(Monthly Market
Promotio per ORG ORG ORG
Avg)
n ETILAAM ETIREST

Grand total 90 53863 4193 7.79 2630 62.7 1077 26 1053 25.1
PSY 10 2472 869 20.7 292 11.1 283 26.3 395 37.5
NEURO 4 3801 763 18.2 279 10.6 421 39.1 346 32.8
CP 44 17917 1744 41.6 1395 53 273 25.4 251 23.8
MBBS 32 29672 817 19.5 664 25.2 99 9.22 61 5.82

• ETIZOLA has 48% MS with highest PRPM and P/D

• ETIZOLA has more support from GP and CARD unlike ETIZOLAM ie. From CP,PSY,NEU.
• PSY and NEUR specialty need to be focused. ETILAAM & ETIREST degrowing in term of both Rx and DR wise.
 Nov’10 Mat
Regional Analysis
(a) MPI and BPI

Brand Brand
Brand Market Retain Focus
Average Brand Brand Brand Brand Brand Brand Index
Average Average Rank Market Market Market (BI) (RF) / Aggressive
ORG Region Monthly MS% GR% GR% PRPM PRPM Int Disp ORG
Monthly Monthly latest GR% PRPM Disp % (Brand Focus (AF) / Low
Sales Internal ORG Internal ORG % Disp%
Sales ORG Sales ORG ORG Disp/
Internal Mkt Disp)
Focus (LF)

Total All India 44 32 72 45 52 78 70 0.23 0.17 0.39 100 100 100

GUJARAT 2.00 1.0 2.7 38 2 66 62 78 0.20 0.10 0.27 4.5 3.1 3.7 0.8 AF
PUNJAB/HARYANA 2.20 3.7 7.8 47 1 0 196 137 0.18 0.31 0.65 5.0 11.3 10.8 1.0 RF
KARNATAKA 1.09 0.7 1.7 42 1 28 89 79 0.10 0.06 0.15 2.5 2.2 2.3 0.9 AF
KOLKATA 4.20 1.0 2.7 37 1 87 134 62 0.22 0.12 0.32 9.4 3.1 3.7 0.8 AF
WEST BENGAL 1.3 2.4 53 1 125 71 0.0 3.9 3.3 1.2 RF
CHENNAI 2.30 0.4 1.1 39 1 30 36 55 0.15 0.10 0.22 5.2 1.3 1.5 0.9 AF
TAMIL NADU 1.1 2.2 49 1 67 79 0.0 3.4 3.1 1.1 RF
ORISSA 1.50 0.6 1.3 49 1 59 43 36 0.30 0.13 0.26 3.4 1.9 1.8 1.1 RF
DELHI 1.34 0.7 2.6 29 2 47 67 77 0.13 0.07 0.26 3.0 2.3 3.6 0.6 AF
ANDHRA PRADESH 2.61 1.8 3.6 52 1 79 94 74 0.16 0.12 0.22 5.9 5.7 4.9 1.2 RF
MADHYA PRADESH 3.80 2.4 5.8 41 1 41 81 66 0.35 0.22 0.53 8.5 7.5 8.1 0.9 AF
RAJASTHAN 3.60 3.8 5.8 65 1 21 34 33 0.51 0.54 0.83 8.1 11.6 8.1 1.4 RF
7.50 7.2 12.5 57 1 117 74 77 0.44 0.42 0.74 16.9 22.2 17.3 1.3 RF
UTTAR PRADESH 60 LF
39 LF
2.50 1.7 4.1 40 2 56 44 91 0.25 0.17 0.41 5.6 5.2 5.7 0.9 AF
BIHAR 0.0 0.0 0.0 0.0 LF
0.69 65 1.5 0.0 0.0 0.0 LF

MAHARASHTRA
4.15 1.9 5.9 32 1 44 94 65 9.3 5.7 8.1 0.7 AF
0.0 0.0 0.0 0.0 LF
MUMBAI 2.26 1.1 4.8 23 3 47 76 89 0.16 0.08 0.34 5.1 3.4 6.7 0.5 AF
ASSAM 0.67 0.2 2.1 7 3 65 58 45 0.11 0.03 0.35 1.5 0.5 2.9 0.2 LF
KERALA 2.09 1.8 3.1 59 1 43 33 40 0.19 0.17 0.28 4.7 5.6 4.3 1.3 RF

• ETIZOLA is No.1 in all regions beside No.2 in Gujarat, Delhi and Bihar, Mumbai and Assam need to be focused
• Focus to be retained in Pun/Har, WB, T.N, Orissa, M.P,UP and kerla
• Intense focus required in Bihar, Maharastra and Assam.
 Nov’10 Mat

(b). Competitor Scenario

Rank-1 Rank-2 Rank-3

Brand
Brand Market
Average Avg
Average Average Rank Avg Avg
ORG Region Monthly MS% BRAND Monthly GR% MS% BRAND GR% MS% Brand GR% MS%
Monthly Monthly latest Sales
Sales Sales
Sales
Sales ORG Sales ORG
Internal

Total All India 44 32 72 45 42 58 23 32 14 19

GUJARAT 2.00 1.0 2.7 38 2 ETILAAM 1.20 59 44 ETIZOLA 1.20 59 44 ETIREST 0.35 -13 13
PUNJAB/HARYANA 2.20 3.7 7.8 47 1 ETIZOLA 4.69 225 60 ETILAAM 2.70 45 35 ETIREST 1.74 16 22
KARNATAKA 1.09 0.7 1.7 42 1 ETIZOLA 0.77 28 47 ETIREST 0.59 36 36 ETILAAM 0.54 70 33
KOLKATA 4.20 1.0 2.7 37 1 ETIZOLA 1.57 113 58 ETIREST 1.11 -4 41 ETILAAM 0.54 21 20
WEST BENGAL 1.3 2.4 53 1 ETIZOLA 1.47 98 62 ETIREST 1.11 -4 47 ETILAAM 0.54 21 23
CHENNAI 2.30 0.4 1.1 39 1 ETIZOLA 0.55 57 49 ETILAAM 0.44 26 40 ETIREST 0.26 -1 23
TAMIL NADU 1.1 2.2 49 1 ETIZOLA 1.12 18 50 ETIREST 0.92 19 41 ETILAAM 0.22 28 10
ORISSA 1.50 0.6 1.3 49 1 ETIZOLA 0.64 10 50 ETIREST 0.33 -6 26 ETILAAM 0.31 11 24
DELHI 1.34 0.7 2.6 29 2 ETILAAM 1.00 5 39 ETIZOLA 0.92 70 36 ETIREST 0.79 11 31
ANDHRA PRADESH 2.61 1.8 3.6 52 1 ETIZOLA 2.41 81 68 ETIREST 1.06 9 30 ETILAAM 0.73 130 21
MADHYA PRADESH 3.80 2.4 5.8 41 1 ETIZOLA 2.88 54 49 ETILAAM 2.14 -3 37 ETIREST 0.98 18 17
RAJASTHAN 3.60 3.8 5.8 65 1 ETOZOLA 4.00 16 69 ETIREST 1.09 -2 19 ETILAAM 0.67 -30 12
7.50 7.2 12.5 57 1 ETIZOLA 8.69 49 69 ETILAAM 3.06 28 24 ETIREST 1.96 22 16
UTTAR PRADESH

2.50 1.7 4.1 40 2 ETILAAM 2.42 136 58 ETIZOLA 1.52 -12 37 ETIREST 0.69 47 17
BIHAR
0.69
4.15 1.9 5.9 32 1 ETILAAM 2.23 -14 38 ETIZOLA 2.03 54 35 ETIREST 1.36 6 23
MAHARASHTRA

MUMBAI 2.26 1.1 4.8 23 3 ETILAAM 2.24 115 47 ETIREST 1.54 -19 32 ETIZOLA 1.67 166 35
ASSAM 0.67 0.2 2.1 7 3 ETILAAM 1.78 83 84 ETIREST 0.65 17 31 ETIZOLA 0.13 -17 6
KERALA 2.09 1.8 3.1 59 1 ETIZOLA 1.98 20 64 ETIREST 0.96 5 31 ETILAAM 0.22 -26 7

• Etizola is No.2 and de growing in Bihar and Assam exceptional case need to be revisit
• ETIZOLA is No.2 in Maharastra, Delhi and Gujarat but growing more than competitor.
 Nov’10 Mat

(c). Bigger picture

CLONAZEPAM ALPRAZOLAM
Values in lakh (MAT Nov'10)
MAT Mth MAT Mth
REGIONS ETIZOLAM ETIZOLA %MS RANK %Grw
Nov'10 Nov'10 Nov'10 Nov'10

UTTAR PRADESH 167 94 57 1 1143 95.3 1,755 1 133

PUNJAB/HARYANA 98 45 46 1 1008 84.0 898 -4 75
MADHYA PRADESH 73 32 44 1 476 39.7 596 -1 49
MAHARASHTRA 71 24 34 1 770 64.2 1,225 3 107
RAJASTHAN 71 46 65 1 674 56.2 915 4 72
MUMBAI 63 17 27 3 436 36.3 1,004 4 89
ORISSA 55 8 14 1 415 34.6 231 -16 19
ANDHRA PRADESH 47 26 55 1 572 47.7 1,514 20 148
KERALA 37 23 61 1 358 29.8 475 -1 39
GUJARAT 36 14 38 2 363 30.3 613 12 51
WEST BENGAL 35 15 43 1 750 62.5 1,183 15 105
DELHI 32 10 32 2 390 32.5 692 -2 53
KOLKATA 30 17 57 1 375 31.3 817 -3 65
BIHAR 28 19 69 1 153 12.8 1,004 11 87
TAMIL NADU 27 13 47 1 449 37.4 1,091 1 91
KARNATAKA 22 9 40 1 490 40.8 726 17 62
ASSAM 17 2 10 2 157 13.1 167 7 14
CHENNAI 14 6 41 1 142 11.8 339 4 29
Total 923.0 419.9 45.5 9121.0 760.1 15245.8 1287.9

• ETIZOLA market need to be expanded, extract share from Alprazolam and Clonazepam Mkt.
• Key strength of ETIZOLAM over Alprazolam and Clonazepam in term of low tolerance and dependence will
help to convert market
• Big markets like UP, Pun/Har, MP, Maha, Raj and mumbai require more CME’s and awareness PDPs.
 Corporate scenario

(a) CNS leaders & Represented Value Mkt.

PIRAMAL HEALTHCARE
WOCKHARDT-MERIND*
GLAXOSMITHKLINE*

TORRENT PHARMA
SANOFI AVENTIS*
NOVARTIS INTL.*
JANSSEN-CILAG

ZYDUS CADILA*
LUPIN LIMITED

UCB PHARMA
MICRO LABS*
IPCA LABS

RANBAXY*

Grand Total
UNICHEM*
MANKIND
ABBOTT*

PFIZER*
CIPLA

INTAS
USV
THERAPY SEGMENT
SUN
(Value Cr. - MAT May'10)

ANTI-EPILEPTICS 142.25 118.44 6.72 3.80 10.94 8.85 11.19 12.99 55.65 5.07 21.01 92.64 46.39 6.10 2.50 7.08 2.99 23.99 109.43 83.28 771
PSYCHOLEPTICS 90.95 16.29 26.96 2.32 5.19 2.33 9.23 3.10 20.21 0.00 27.04 32.80 5.37 60.53 2.58 21.03 41.31 0.90 1.74 43.23 23.63 437
a. ANTIPSYCHOTICS 57.95 1.47 2.32 3.61 2.25 5.35 0.40 5.66 0.00 0.00 4.40 21.36 2.58 3.08 0.00 0.68 34.53 1.79 147
b. TRANQUILIZERS 19.73 25.49 3.11 2.34 13.37 0.00 27.14 39.17 21.03 38.23 0.28 0.83 7.56 21.83 220
c. HYPNOTICS AND SEDATIVES 13.27 16.29 1.58 0.09 0.77 0.36 1.18 27.04 1.26 5.37 0.00 0.62 0.24 1.14 0.01 69

PSYCHOLEP.,PSYCHOANALEP. 77.26 26.32 5.77 0.00 11.61 0.00 20.99 14.57 24.18 0.16 11.99 24.59 0.00 37.37 7.82 24.75 23.52 37.53 17.99 61.75 17.28 445
a. ANTIDEPRESSANT,THYMONAL 77.26 25.71 5.77 10.64 11.84 13.42 12.31 0.16 11.99 18.59 27.76 4.58 20.70 37.53 10.67 50.70 10.50 350
b. PSYCHOSTIM.,NEUROTONICS 0.61 10.33 5.38 3.15 24.75 7.32 3.56 55
c. PSYCHOLEPTICS 0.97 9.15 1.15 1.54 0.62 6.46 3.24 2.82 7.49 6.78 40

ANTIMIGRAINE PREPARATIONS 0.63 1

ANTI-PARKINSON DRUGS 35.46 7.02 0.72 0.19 0.11 2.31 16.34 2.46 0.00 0.06 6.95 0.56 72
DRUGS FOR ALZHEIMER'DISEA 36.22 0.78 1.85 9.74 0.12 3.98 3.19 5.87 4.36 1.85 1.71 12.81 7.32 90
DRUGS FOR DEADDICTION 7.28 4.44 0.00 1.01 3.85 0.16 3.28 20
OTHER CNS DRUGS 32.86 0.97 8.70 3.99 10.30 0.28 23.48 1.52 31.26 9.27 0.13 8.28 0.18 12.17 8.89 152
Grand Total 422 161 52 3 23 13 58 34 75 56 88 83 98 184 30 48 82 42 46 250 141 1988

• MNC’s like Gsk, Janssen cilang, SA has no presence in the anxiolytic mkt.
• Beside Sun, Intas and Abbott none of the corporate has big stake
• One of the potential mkt. ie. No.2 CNS mkt, potential wise after antiepileptic.
• Macleods can take advantage of the dispersed mkt. scenario.
 (b) Top CNS corporate scanning
COMPANY SUN INTAS TORRENT
Division Symbiosis Synergy Sirus Astera Altima Aquila Alecta Avanza Neuron Axon Mind MAN
Total PS Strength 120 110 115 149 220 135 110 35 110 109 113 New
Total monthly Turnover 15 12 10 6.5 7.5 6 5.5 1.3 4
Call Avg/Cov. P.M. 10Dr/M 10Dr/M 10Dr/M 12Dr/M 12Dr/M 12Dr/M 10Dr/M 11 Dr/M 11 Dr/M 11 Dr/M
Psychiatrists 30 30 30 30 30 30 30 10 30 30 30
Distribution

Neurologist 20 20 20 20 20 20 20 5 15 15 15
Cardiologist 10 15 10 10 20 20
Consultant Phy 65 50 60 55 50 45 45 110 70 85
Orth 5 20
Gastro 5
GP 35 25 20 15 10 20 20
Total Area managers 35 47 30 28 30 43
Total RSM managers 17 19 15 12 17
Total Sales managers 5 6 5 4
Total AGM sales 1 1 1 1 1 1 1 1

• Macleods is at par with Sun, Intas and Torrent in terms of total PS strength ie. 190 PSO all India
• SUN, INTAS and TORRENT are weak in term of CP, Card and GP coverage
• Macleods scores over in term of ABM and RSM coverage
• Strategic promotion from back door will fetch macleods, excellent business ie. GP–CP–CARD-PSY–NEU
• Macleods is still ruling the market with the strategic promotion.
 SWOT Analysis – Brand
Positive
Opportunity
1. Market is growing at 47.26%
2. Currently every secon individual is suffering from stress
3. Huge scope to extablish ETIZOLA as Co-Rx in all chronic
External diseases along with ongoing therapy, with the help of latest
articles.
4. Launch of ETIZOLA MD and ETIZOLA Beta will help to expand
the market and to retain big market share.
Strengths
1. Only company in the market with the comprehensive Anxiety
management concept with full range of products.
2. Excellent rapport with the CARD, PSY and GPs .
3. Co-Rx strategy at cardiologiest appreciated and well
Internal acknowledged.
4. Strongly perceived for Anxiety management by CP, Card, GP
and Daibto.
6. Regular Regional and local CMEs and PDPs.
Negative
Threat
1.Mankind has launched SOLOPOSE with 11+1
scheme and half the market price.
2.SUN, INTASand TORRENT has also launched
combinations with escitalopram and mouth
dissolving tablet.
3.Sun , Intas and torrent has good equity with
Psy and NEU.
4. Both INTAS and SUN pharma getting
aggressive in public awareness campaign with
the help of celebrity.
Weaknesses
1. Less number of PSY and Neu is MR list
because Macleods Procare CV is Cardi
division.
2. NO high value activities for PSY and NEU
Strategy 2011-2012
(a) Objective of Strategy

As per ORG and CMARC

• Current MS : 44% Aimed MS : 55%

• Current Yr Proj Value : 6.30 Cr Aimed Value : 11.30 Cr.
• Curent % Growth : 55% Aimed % Growth : 50%
• Aimed % Dr Growth : 27%
• Aimed % Rxn Growth : 54%
• Aimed P/D : 17

As per Internal Sales

• Current yearly value Proj : 7.60 Cr Trgted 2010-11 value obj : 12.50 Cr
• Current % growth over LYS : 75% Trgted % growth 2010-11 : 64%
(b) Facts/ Issues – ORG
• Current Rank – 1
• Details LYS(08-09) TYS(09-10) Current trend( Apr’10-Nov’10)
Molecule % Grw 436% 72% 47%
ETIZOLA 150% 75% 55%
% MS ETIZOLA 43% 47%
New Entrants 2 4 8

Etizola is the market driver with holding 47% MS and registering 55% value growth besides the strong
presence of INTAS, SUN and TORRENT, ETIZOLA has to expand market by :
1. By converting indirect competitors ie. Alprazolam,Clonazepam,Diazepam market
2. Converting new Drs ie. PSY & Neu where macleods is week

• Market has now 8 new competitors with Mankind with the lowest price alongwith 11+1
scheme.
• Monthly Unit Trend
– Increasing for 0.5mg, contributing more than 80%
– Changing 5x10 pack to 10x10 pack will give big jump in sales
– Launching ETIZOLA MD and ETIZOLA BETA to expand market
• Big markets like UP, Pun/Har, MP, Maha, Raj and mumbai require more CME’s and
awareness PDPs.
• Molecule growth looking stagnant.
• Brand review meeting every 2nd month with field to ensure the right implementation and to
discuss new strategies
(c) Facts/ Issues – Doctors & Prescriptions

• Current Rank – 1
• Current trend( Apr’10-Nov’10)
Details Dr. %Grw Rx. % Grw P/D Top Specialty Top specialty % Grw
MOLECULE 9 13 18 Phy 0
ETIZOLA - Macle 23 49 16 Phy 29
ETILAAM - Intas -5 -34 14 Neu -17
ETIREST - Torr 0 -23 15 Neu -41

Etizola is the market driver and ETIZOLA has to expand market by :

1. Exposure to new Drs. Specialty
2. Establishing as Co-Rx with all chronic diseases.ie. Step wise procedure
3. Creating new perceptions in market.

• Big task to build strong perception with evidence base literatures and holding CMEs at
regional and national level to identifying new therapy GAPs, recognizing and
implementing.
• Building core group with all specialty therapeutic segments.
• PMS and clinical trials for molecule growth
(d) Competitors Activity

INTAS Pharm :
• Expanding ETILAAM extensions to complete the anxiety management spectrum.
• Investing high value gifts for key Drs.
• Domestic trips for Drs.

TORRENT Pharm :
• ETAZAM also coming up with combinations
• Huge Drs. CMEs
• ANCIPS particaption
• National and international conference sponsorship with co branding.
• ETAZAM has been circulating reference articles
• Torrent has tied up with helpage india for mass awareness.

SUN Pharm :
• Sun is very aggressive with ETIREST.
• Circulating patient profile with the help of indian patient photo shoot.
• Brand campaign and lucrative brand incentives
(e) GAP available
Awareness :
• Under take public awareness related activities through
CME/PDP/CORPORATE CAMPS
• MACLO camps
• PAG India Meetings

New launch :
• Launch ETIZOLA MD and ETIZOLA BETA

Packing :
• Converting 5x10 pack of ETIZOLA to 10x10 pack for 0.25mg, 0.5mg and 1mg
• Increase HO Order up to 14%

Communication :
• Establishing Co-Rxn with antihypertensive and subsequently with Cardiac complications ie. ACS,
CHD, MI, Athresclerosis
• Stepwise expanding brand exposure to establish as Co-Rx especialy with:
• Diabetic management
• Pain management- arthritis
• Gastro
• Post delivery complications- Gyne
• COPD, Asthma- Respiratory complications
 (f)

• Etizola stress • Etizola Anxiety • Etizola Heart & Brain • Etizola smile campaign/ • Etizola tambola
card activity campaign campaign Premium HVG campaign
• Etizola think and act • Anxiety Meter • Use it or lose it campaign • Duration- Once in • Duration- Once in
contest •Duration- Every months •Duration- Once in 6 months 3 months
• Duration- Once in 2 months
3 months Drs/PSO Drs/PSO
Drs/PSO Drs/PSO Psy- Phy-
Drs/PSO Phy- Phy- Neu – Card –
Phy- Card – Card – Psy –
Card – Psy – Psy – GP –
Psy – GP – GP –
GP – Targeting Psy & Neuro Targeting Phy, GP &
Targeting Phy, Card & Targeting Phy & Card Card
Targeting Phy,GP & Psy
------
 (g). Brand Communication & challenge

Key Target Target Co-morbid Target Target

Focus Indications Symptoms Key Benefits Positioning Key Communication
Strengths Drs. Sex conditions molecule Brands

FOCUS AS CO-RX in CVD patient "Tolerance & Dependence free"

Fear, Worry, irritation, Etizolam, ETILAAM, Only Brand
with: GP, CP, Hypertension, Shorter Action… Addetive use of Etizola along with
Etizola restless, agitated, Male Alprazolam, ETIREST, brand in market
Restlessness, Irritability, Muscle Card, Diabetes Lesser Side cardiovascular drugs, specially in
0.25mg Muscle tension, /Female Clonazepam, EZOLENT, offering all the
tension Difficulty concentration and Diab Mellitus effects patient with ACS,CHD,MI and
arousal Diazepam ETILITE key strengths
Social anxiety disorder. atherosclerosis is safe and effective.

Fear, Worry, irritation,

ANXIETY Mgmt
restless, agitated, Psy,
ACROSS ANXIETY SPECTRUM- Etizolam, ETILAAM,
Muscle tension, Neuro, Depression, Brand offering Shorter Action… "Tolerance and Dependence free"
Etizola Panic attack, Post traumatic stress Male Alprazolam, ETIREST,
arousal along with GP, CP, MDD, freedom to Lesser Side Wide formulation range for excellent
0.5mg disorder, Genarilised anxiety /Female Clonazepam, EZOLENT,
difficulty Card, Psychosis titrate effects dosage titration
disorder, Obssessive compulsive Diazepam ETILITE
concentrating, Diab
disorder.
sleeplessness.
Somatization, Pain, Etizolam,
Depression, Brand offering Shorter Action… "Tolerance and Dependence free"
Etizola Depressive Neurosis & Sleep Worry, Male Alprazolam, ETILAAM,
Psy MDD, freedom to Lesser Side Wide formulation range for excellent
1mg Disorders Sleeplessness, /Female Clonazepam, ETIREST
Psychosis titrate effects dosage titration
Irritation Diazepam
Fear, Worry,
irritation,restless, Psy,
Right choice for right class of Hypertension, Etizolam,
agitated, Muscle Neuro, Brand offering Shorter Action… "Tolerance and Dependence free"
patients ie. Working executives, Male Diabetes Alprazolam,
Etizola MD elderly patients, panic attack,
tension, arousal GP, CP,
/Female Mellitus, Clonazepam,
ETILAAM freedom to Lesser Side Melts down the anxiety within 8
along with difficulty Card, titrate effects seconds with RPT technology
patients with swallowing diasabilities. Depression Diazepam
concentrating, Diab
sleeplessness.

• Treating each strength as individual product and in different indication

• Refined and strategic communication
• Coverage across the Anxiety spectrum
• Stepwise expanding brand exposure to establish as Co-Rx especialy with:
• Cardiovascular drugs
• Diabetic management
• Pain management- arthritis
• Gastro
• Post delivery complications- Gyne
• COPD, Asthma- Respiratory complications
 (h). Regional detailed strategy cum budget
PB/ Yr 10-11 Yr 11-12
GUJ KARNA KOL T.N. ORRI DELHI A.P. M.P. RAJ U.P. BIHAR MAHA MUM ASSAM KERALA
INPUT Details Total Yr 11-
HAR Trgt 7.6 Cr Trgt 12.6 Cr

Representatives 12 10 12 11 19 15 5 10 16 11 7 17 10 16 14 6 11 190 210

Activities
PRPM 2010-11 0.20 0.18 0.10 0.22 0.15 0.30 0.13 0.16 0.35 0.51 0.44 0.25 0.26 0.16 0.11 0.19 4 6
Targeted PRPM 2011-12 0.32 0.30 0.16 0.36 0.25 0.48 0.22 0.26 0.56 0.83 0.71 0.40 0.42 0.26 0.18 0.31 760.0 1260.0
High-value gift nos. Nil 10 16 11 22 15 5 15 16 11 10 22 10 16 14 6 11
International trips drs. Nil
National Conf. drs. 4 1 1 1 1 3
Regional Conf. drs. 11 1 1 1 1 1 1 1 1 1 1 1 9 11
Camps 840 40 64 44 88 60 20 60 64 44 40 88 40 64 56 24 44 420 840
CMEs 630 30 48 33 66 45 15 45 48 33 30 66 30 48 42 18 33 210 630
DGMs 16 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 6 16
PDPs 210 10 16 11 22 15 5 15 16 11 10 22 10 16 14 6 11 50 210
DSS Nil 0
HO orders Nil 0
Trade Schemes Nil 0
Creative print inputs (brand registration) 1260 60 96 66 132 90 30 90 96 66 60 132 60 96 84 36 66 840 1260
Scientific print inputs (Therapy gaps) 1260 60 96 66 132 90 30 90 96 66 60 132 60 96 84 36 66 840 1260
Mass gifts (Table-top reminders) 840 40 64 44 88 60 20 60 64 44 40 88 40 64 56 24 44 200 840
Mass gifts (Theme-based medium value) 630 30 48 33 66 45 15 45 48 33 30 66 30 48 42 18 33 200 630
Journals / Books 420 20 32 22 44 30 10 30 32 22 20 44 20 32 28 12 22 200 420
Direct mailers 2420 120 192 132 264 180 60 180 192 132 120 264 120 192 168 72 132 0 2520
Samples yes 0
Special Product Incentives yes 0
SMS campaigns Daily 0
Email campaigns Weekly 0
PMS / Clinical trials 10 1 1 2 1 3 2 0 10
Monthly Brand review meeting Bimonthly 0

• Year 2010-11 Projected 2011-12

• E/S :12% E/S planned :18%
• Total trgt : 7.60 Cr Total trgt : 12.50 Cr
Thank you