BRAND PLAN: CALCIUM

2018-19
Life doesn’t come with a manual…

It comes with a mother !

“Motherhood is near to
divinity. It is the highest,
holiest service to be
assumed by mankind.”
- Howard W. Hunter
 Lactation

Breast milk formation and secretion.

Period
0-6 months after birth &
in some cases up to 2 years (like LBW and
Preterm)
 Stages of lactation
• Lactogenesis : Structural changes in breast for milk secretion
• Galactopoiesis : Continued production of milk
• Involution : Stopping of milk production
“Milk let-down reflex”

• Hormone-mediated after child birth

• When baby demands/sucks, milk is
secreted
• Known as milk let-down reflex
Composition of breast milk
Composition
Water
Fat
Lactose
Casein
Lactalbumin & other milk proteins
Calcium and minerals
Vitamins
Antibodies

Major Minerals
Calcium, Phosphate & Magnesium

Major Vitamin
Vitamin D
 Exclusive breast feeding

Recommend :-
 Initiation of breast feeding within the first hour of life
 Exclusive breast feeding – where infant only receives breast
milk
without any additional food or drink, not even water
 Breast feeding on demand –as often as the child wants, day &
night
 No use of bottle
Benefits of breast feeding

Baby (Breast milk) Mother (Breast feeding)

Protects against breast and ovarian

Fresh, clean and easy to digest food
cancer

Offers many special anti-infective Causes the uterus to quickly

substances become like before pregnancy

Promotes physical and mental Helps rapid return to pre-pregnancy

development weight

Breast feeding promotes a strong bondage between mother-baby

Infant’s nutritional needs through
breast milk
Nutrient Role

Calcium Bone health

Vitamin D Bone mineralization & Immunity

Phosphate Bone growth

Magnesium Bone health

 Calcium absorption

Active or Passive or
Transcellular Paracellular

Through the cells In between the cells

Calcium Citrate & Only Calcium Citrate

Calcium Carbonate

Thus, Calcium Citrate is better absorbed than Calcium Carbonate and

½ the dose Calcium Citrate is better absorbed than Calcium Carbonate
• Highlight that BETTER DRIVES OUR
CHOICE with No. 1 Calcium Citrate brand- ,
due to its safety & superiority over other
Calcium brands in market.
USPs of Calcium Citrate
Goodman & Gilman endorses Calcium Citrate

Absorption : Both active & passive absorption

Bioavailability : 2.5 times more Bioavailable compared to Calcium Carbonate

Superior in Safety : Compatible with Iron

Compliance : Acid – independent (Any time calcium)

Choice in Pregnancy : Low Lithogenic potential

 Absorbable Calcium from Different
Brands
Elemental Calcium Absorbable Calcium
Name of the Salt Content
Brand (mg) Elemental Elemental Absorbable Absorbable
Calcium % Calcium Calcium % Calcium (mg)
Shelcal 1250 40 % 500 mg 15 - 20 % 75 to 100
Calcium Sandoz 1250 40 % 500 mg 15 - 20 % 75 to 100
Calcimax 500 1250 40 % 500 mg 15 - 20 % 75 to 100
Calcimax Forte 1000 40 % 400 mg 15 - 20 % 60 to 80
Macalvit 625 40 % 250 mg 15 - 20 % 37.5 to 50
Corcium 562.5 40 % 225 mg 15 - 20 % 33.75 to 45
 Safety of Calcium Salts

Established Safety by
Sl. No. Calcium salt
Journals & Clinical trials

1 Calcium Carbonate Average

Excellent,
2 Calcium Citrate
Unmatched

Calcium Citrate Average, was withdrawn earlier

3
Maleate for safety concerns
Comparison of Calcium Salts
Calcium Calcium Citrate
Properties Calcium Citrate Coral Calcium
Carbonate Maleate

Absorbable Calcium 105 mg 75 mg 34 to 45 mg 91 mg

Standardization Standardized (USP & IP) Not Standardized Standardized

More risk of GI side Chances of Mineral

Gastro Intestinal Behavior Less risk of GI side effects No risk
effects impurities

Safety in Pregnancy & Safe, but issues

Well Established Safety Not Established Safe
Lactation with tolerability
 Phosphate
J Am Coll Nutr. 2011 Oct;30(5 Suppl 1):438S-48S.

Calcium and phosphate : a duet of ions

for bone health

Abstract states …

• Calcium (Ca) and inorganic phosphate (P) are the two main minerals which give
strength to bones
• Bone contains about 99% and 80% of the body's entire supply of Ca and P,
respectively
• The Ca/P mass ratio in bone is 2.2, which is similar to human milk
• In conclusion, Ca and Phosphate constitute a key duo for appropriate bone
mineral acquisition and maintenance throughout life !
 NeoReviews
April 2016, VOLUME 17 / ISSUE 4

Calcium, Phosphorus and the Preterm Infant

• Early hypocalcemia observed in preterm infants is common.

• It is possible to prevent osteopenia/rickets in the preterm infant

by maximizing intakes of calcium and phosphorus.

(Hypocalcemia - Low levels of blood calcium)

 Role of Calcium, Phosphate & Vitamin D in Bone
Growth
• Bone growth needs more Calcium, Phosphate & Vitamin D
• All are critical components for bone structural integrity and
growth in early life
• Neonates & Infants (0-1 yr.): Active period of rapid bone
growth - Must
• Preterm and LBW infants: To ensure bone health: require
more
 Magnesium
• Magnesium is an important mineral for
pharmacological activation, conversion &
transportation of Vitamin D

• Lactating mothers are magnesium deficient

• Magnesium to lactating mothers help

– Infant’s bone growth
– Vitamin D utilization
 Vitamin D
• Maintains normal blood levels of Calcium &
Phosphate

• Ensures maximum calcium absorption and

bone mineral deposition

• Ensures calcium absorption from diet

• Without supplemental vitamin D: Breast milk

vitamin D is deficient
Goodman & Gilman
Recommendation

11th edition
Maternal bone loss & breast feeding
Maternal bone loss & breast feeding
Site % of bone loss
Spine & Hip bones 3 to 9%
Forearm 0 to 5%
• Lactating mothers loose up to 400mg
Total body 1 to 2%
of Calcium per day through breast
milk
• Significant losses of bone mineral
occurs during lactation
• Bone loss occurs rapidly within the
first 3-6 months of lactation

– Will support maternal bone health

– Will reduce maternal bone loss
– Will help recovery of lost bone mass post
weaning
What do statistics say …

… Let’s see
 Xclusive breast feeding for first 6
months: Indian statistics
2005 47%
2008 46%
2012 47%

• 1 out of 2 infants still don’t receive exclusive breast feeding for the 6 months

• Exclusive breast feeding percentage has not increased in the last 10 years,
despite efforts

• Hence we continue to support “Breast feeding Week Campaign” in August ‘17

• Group’s Calcium is available for launch to doctors in the right occasion

 Bottle feeding: Indian statistics

14 %
12 % 12 %

2005 2008 2012

• Still there are 12% of newborns on bottle feeding during the first six
months of life

• This implies that 20 lakh babies are suffering due to inadequate breast
feeding

• There is no substitute to mother’s love and mother’s milk

World breast feeding week

7
World breast feeding week -
India

1st - 7th August

Pack

1 Strip : 15 tabs.
1 Box : 2 x 15
1 Shipper : 30 x 5 x 2 x 15
Price/Strip

MRP Rs.135.00
NR Rs.95.24

Shelf life
24 months
 Targeted specialty
 Gynecologists : 25

 Physicians with Gyne Practice : 5

 GPs : 5

TOTAL 35 doctors
POSITIONING & PAY-OFF – GYNAE.

For Healthy Pregnancy & Lactation

MotherCal
Calcium for Mother

The Better Choice in Pregnancy

 Indications
Ideal choice for feeding mothers :

1. Term babies
2. Preterm babies
3. IUGR babies

Dose
1 to 2 Tablets per day
 Pricing of Calcium brands with 1000 IU Vit D3
MRP PER MRP PER
BRAND COMPANY SKU LAUNCH DATE PACK
STRIP (Rs) TAB/CAP (Rs)
CALONAT-D3 EMCURE Nov-12 15s 153.7 10.2
CORCAL D LUIPN Jun-13 10s 115.0 7.7
TRIPLEACAL FD USV May-14 10s 95.5 9.6
CALM D3 OVERSEAS Nov-13 15s 193.5 12.9
TAYO ERIS May-13 6s 69.3 11.6
TOTALCAL D3 UTH HEALTHCARE Oct-12 20s 187.3 9.4
CALSHINE D ERIS May-11 10s 46.2 4.6
TRICIUM HD CORONA Jun-13 10s 50.0 5.0
ZECAL GOLD INDCHEMIE Mar-11 30s 239.0 8.0
XTRACAL HD PULSE Jan-11 10s 63.0 6.3

SUPRACAL XT + PHARMED Aug -16 15s 125.0 8.33

Competitive Pricing with Phosphate and Vitamin D 1000 IU advantage

 Calcium brands with 1000 IU Vitamin D
BRAND SUPRACAL XT + CALONAT-D3 TRIPLEACAL FD CAL MD3 TAYO TOTAL CAL D3 ZECAL-GOLD DELPOCAL XTRACAL HD CALSHINE D
(COMPANY) (PHARMED) (EMCURE) (USV) (OVERSEAS) (ERIS) (EMCURE UTH) (INDECHEMIE) (DELCURE) (PULSE) (ERIS)

1000 mg 500 mg 500 mg 1120 mg 500 mg 500mg 250 mg 250 mg 250 mg 500 mg
Calcium
(Citrate) (Carbonate) (Carbonate) (Orotate) (Carbonate) (Carbonate) (Citrate Maleate) (Carbonate) (Citrate) (Oyster shell)

Vitamin D3 1000 IU 1000 IU 1000 IU 1000 IU 1000 IU 1000 IU 1000 IU 1000 IU 1000 IU 1000 IU

Magnesium 100 mg - - 180 mg - - - - -

Tribasic Calcium
225 mg - - - - - - - -
Phosphate
 Calcium brands with Vitamin D 1000 IU

CALONAT D3 (EMCURE) TRIPLE A CAL FD (USV) CAL MD3 (OVERSEAS)

TOTALCAL D3 (EMCURE UTH)

TAYO (ERIS) ZECAL GOLD (INDCHEMIE)
 Calcium brands with Vitamin D 1000 IU

DELPOCAL (DELCURE LIFESCIENCES) XTRACAL HD (PULSE)

CALSHINE D (ERIS LIFESCIENCES)

Calcium brands with low strength Vitamin D
CALCIMAX SANDOCAL MACALVIT
BRAND SHELCAL-500 CCM
500 500 500

COMPANY TORRENT GSK MEYER NOVARTIS NOVARTIS

500 mg 250 mg 500 mg 500 mg 500 mg

Calcium
(Oyster shell) (Citrate Maleate) (Carbonate) (Carbonate) (Carbonate)

Vitamin D3 250 IU 100 IU 200 IU 250 IU 250 IU

Magnesium - - 75 mg - -

Tribasic Calcium
- - - - -
Phosphate

Zinc 4 mg ;
Se 35 mcg ;
Other Ingredients - Folic acid 50 mcg - -
Cu 1 mg ;
L Lysine 25 mg
Calcium brands with low strength Vitamin D

SHELCAL 500 (TORRENT) CALCIMAX 500 (MEYER) CALCIMAX FORTE (MEYER)

CCM (GSK)
CORCIUM (LUPIN) SANDOCAL 500 (NOVARTIS)
OBJECTIVES

Ensure enhanced promotional reach

Increase in Prescriber Base

Increase in PMPM in SUPRACAL Gynae. Group

Easy to Launch VA
FRONT
 PROMOTIONAL INPUTS: July 17 – March 18

July-Sep'17 Oct-Dec'17 Jan’18-Mar'18

VA VA VA
PRINTS
FY 17-18 Say No to Bottle Feeding Tent
Co-promotion Sleeve Gynae Brand Reminder Card
Card

Gynae Brand Reminder Card

Gynae Brand Reminder Card -
PACKING: PS & SALES

PS SALES
NO. OF
FORM NO. NO. OF
STRIP STRIP MONO STRIPS/
POLYPACK STRIPS/OUTER OUTERCARTONS
PACKING PACKING CARTON MONO
CARTON /SHIPPER
CARTON

Tablet 1×6 20 1×15 NO - 10 30

TOP 10 BRANDS: OVERALL CALCIUM & VITAMIN D3 COMBINATION:
AWACS 17-18
MOVING ANNUAL TOTAL (MAT) - VALUE IN CRS. GAINED
VALUE
RANK BRAND COMPANY MARKET
2018 vs.
MAY. '15 MAY. '16 MAY. '17 % GR.
2017

CALCIUM CARBONATE + VITAMIN

1 SHELCAL TORRENT 134.9 122.3 111.1 -9.2 -23.8
D3
2 CCM GSK CCM - PLAIN / COMBINATIONS 41.6 44.7 48.3 8.1 -23.8

3 TRIPLEACAL USV OTHER CALCIUM COMBINATIONS 32.6 32.8 34.7 6.0 2.1
CALCIUM CARBONATE + VITAMIN
4 CALCIMAX 500 MEYER 22.0 26.0 31.5 21.1 9.5
D3
5 SUPRACAL PHARMED OTHER CALCIUM + VITAMIN D3 19.3 23.1 29.8 28.7 10.5
CALCIMAX FORTE CALCIUM CARBONATE + VITAMIN
6 MEYER 18.4 22.1 26.6 20.2 8.2
PLUS D3
CALCIUM CARBONATE + VITAMIN
7 CALDIKIND PLUS MANKIND 15.8 21.6 24.3 12.4 8.5
D3
8 CALCIUM SANDOZ NOVARTIS OTHER CALCIUM COMBINATIONS 23.8 23.9 22.7 -5.1 -1.1

9 OSTOCALCIUM B 12 GSK OTHER CALCIUM + VITAMIN D3 66.5 35.7 18.3 -48.9 -48.2

10 NEWBONA ACTIVE AKUMENTIS CALCIUM + CHOLECALCIFEROL 0.0 2.1 18.2 762.6 18.2
• The top 2 brands in this market are showing loss in sales in Oct. 2014 over Oct. 2012

• New Bona active from Akumentis launched in 2013, has shown good gain of 18.2 Crs. in just
one year
COMPETITOR REBUTTAL FOR TOP 5 BRANDS

SL. NO. BRAND COMPANY COMPOSITION WEAKNESS

1 SHELCAL ELDER Elemental Calcium 500 mg, Vitamin D3 250 IU

Absorbed Calcium is 91 mg, No benefits of

2 CCM GSK Magnesium & Zinc, Vitamin D3 is less , Was earlier
withdrawn and then re launched
Major weakness- all
Calcium 150 mg (Calcium derived from calcium brands, except CCM
3 TRIPLE-A-CAL USV
Carbonate) are Calcium
Calcium Carbonate 500 mg, Magnesium Hydroxide IP Carbonate
75 mg, Zinc Sulphate Monohydrate IP 4 mg, Vitamin combination
4 CALCIMAX 500 MEYER
D3 200 IU, L- Lysine Hydrochloride USP 25 mg,
Sodium Borate 1 mg.
NEW BONA
5 LUPIN Calcium Carbonate combination
ACTIVE

All above mentioned Competitors are with Calcium Carbonate combination, where as we
are with Calcium Citrate combination , which is the best, safest and higher bio-available
calcium as per clinical drug investigation 2011
CAMPAIGNS

Q1 Q2 Q3 Q4
ATC DAY – EVERY MONTH
STRATEGIC ROADMAP – FY 2017-18

NP to RP strategy
MBD led “RCP Certification programme”@ 5/MR

Blanket coverage strategy

TSO driven massive promotional reach through
VA & Prints

RP retention strategy
- 5/TSO high value BRs
- Avg. 20/TSO mass BR campaigns
PS SLAB Q1 FY 17 - 18

PS: 2017
SLAB
SL. NO. PRODUCT PACKING
1 2
1 TABS 1X6 160 80

PS: 2017
SLAB
SL. NO. PRODUCT PACKING
1 2
2 TABS 1X6 160 80

PS: 2017
SLAB
SL. NO. PRODUCT PACKING
1 2
3 TABS 1X6 160 80
PROMOTOGRAM FY 17 - 18

MARKETING ACTIVITY Sep-17 Oct-17 Nov-17

PRINTS √ √ √
SPECIAL ACTIVITY* √
BR √ √
SUPRACAL DAY √ √
MAGNETIC BADGE √ √ √
PS √ √ √

*SPECIAL ACTIVITY FOR OCT’17 – DIWALI CAMPAIGN

PRODUCT DAY – 2017

• Objective: New Prescriber Generation

• Target: 7 NPs per M.R.
• Detail only Calcium and sample either PS / LB / BR
accordingly
• Inputs –
Prints / BRs / Reminder Cards / Magnetic Badge (For Brand
Exposure)

Every month 2nd & 4th Friday

SWOT ANALYSIS
 SWOT ANALYSIS

STRENGTHS
• Excellent brand equity as the 1st Calcium Citrate
brand, superior alternative to Calcium Carbonate
• Multi-parameter Calcium Citrate superiority versus
older & newer Calcium salts backed by literature
• Pharmed's identity in market being our No.1 brand in
market
WEAKNESS
• Pricing versus Calcium Carbonate brands
• Tablet size due to molecule size versus smaller tablet
size of other Calcium salts
• Lower bioavailability versus newer Calcium
• Rx exploitation amongst GPC
OPPORTUNITY
• Aim to be amongst the top 10 brands

• Strong Rx'er base amongst Gynae., registering 20-plus • Aim 10-plus Crs.
Crs. • Rx scope amongst GPC & other specialties
• Excellent growth trend
THREAT
• Loyal Rx'er base • Newer Calcium salts with unique USPs - 90%
bioavailability, direct bone Calcium deposition, etc.
• Expanding market • Rising acceptance of higher-dose Vitamin D3 along with
Calcium
• Very high profitability
• Rampant prevalence of Chemist activity & offers in
Calcium market
Sales Plan for 2017-18

Category Q1 Q2 Q3 Q4 TOTAL
Total Sales (Rs)
Sales
Unit Sales

Market Share % % % % %
MONTHLY Net Sales By 2018: Actual to Plan
Sales Result for 2017-18 by Quarter Compared to Plan
Market Share Trend Over last 2 Years
Reach & Frequency Objectives

Tiers Speciality Number of Number of

Doctors calls per
month
Priority
1 Gynecologists 25 2

2 Physicians with 5 1
Gyne Practice

3 GPs 5 1
 Annual Sales Objectives

Revenue and Market Share Objectives:

J F M Q1 A M J Q2 J A S Q3 O N D Q4 Total

Total
Sales

Sales in
Rs. Of
Market
Share of
 End User Objectives

J F M Q1 A M J Q2 J A S Q3 O N D Q4 Total
End
Users

Base Line
New
Switches

Total
 End User Objectives

J F M Q1 A M J Q2 J A S Q3 O N D Q4 Total
End
Users

Base Line
New
Switches

Total
 Customer Objectives

J F M Q1 A M J Q2 J A S Q3 O N D Q4 Total
Customer

Base Line
New
Lost

Total
Monthly sales report/ forecast

Month Cumulative (Year to Date)

Sales for Month Actual Plan Variance % Actual Plan Variance %

Volumes/ Quantity/ Number

Average order Value

Next Month forecast

Volume/ Quantity/ Number

Number of orders

Average order value

Quarter forecast

Volume/ Quantity/ Number

Number of Orders

Average order value

Year forecast

Volume/ Quantity/ Number

Number of Orders

Average order value

Summary/ forecast of sales performance and activities

Leading & Lagging Indicators

Leading Indicators to Monitor

Daily Sales Flash of ex-factory (Shipments) sales

Wholesaler inventory levels

New end user referrals

Sales rep reports on new business

Sales rep call activity reports

Red Alerts: Competitive activity

Red Alerts: Flag specific customer sales which drop >10%

Field requests for Marketing Materials

Leading & Lagging Indicators

Lagging Indicators to Monitor

Wholesaler out low data

Market demand data

Pharmacy stocking reports

AWACS/ IMS data

Tier movement data

Primary market research

Annual Planning Cycle
Planning Cycle
Required Input Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Input to
Marketing Plan
Create 1st
rough draft of
National Sales
Plan
Submit
Budgets
Plan Approvals

Complete
National Sales
Plan
Complete all
Regional &
territory Plans
Complete
Target Account
Plans
Sales Meetings

National
Meetings
Regional
Meetings