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 companys domestic sales Strongly entrenched in the Macrolides category
Source: Chairmans 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 childs 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-Dec09

Sr. No. 1 2 3 Brand AZITHRAL AZEE ZATHRIN Value 96.01 Cr 29.50 Cr 23.15 Cr Company ALEMBIC CIPLA FDC M.S. 26.98% 8.61% 6.80%

4
5 6 7 8 9 10.

ATM
AZIWOK AZIBACT ZADY AZILIDE AZIMAX ZITHROCIN

15.37 Cr
14.57 Cr 9.88 Cr 9.83 Cr 9.26 Cr 7.95 Cr 5.49Cr

INDOCO
WOCKHARDT IPCA MANKIND MICRO NOVA CIPLA BIOCHEM

4.78%
4.55% 2.78% 2.76% 2.61% 2.24% 1.65%

Source: IMS ORG MAT Dec 09

Indirect competitors
Molecular category Amoxiclav Cefixime Levofloxacin Value (Cr.) 555 572 154 Market share 7.90% 8.20% 2.20% Growth (08 to 09) 28% 26% 7%

Cefpodoxime
Clarithromycin

352
44.4

5%
0.60%

31%
13.50%

Source: IMS ORG MAT Dec 09

Prescription analysis- Azithromycin

Sr. no Speciality CPR 1 2 3 4 5 6 GPs GYNAEC PAEDIA CONS PHY DERMA ENT NovFeb08 36911 808 433 1536 843 1511 1104 JulOct08 36467 802 429 1515 809 1630 1048 MarJun08 34691 760 408 1458 824 1493 1125 NovFeb09 39067 871 454 1624 838 1597 1076

CHEST

737

697

705

737

Source: CMARC Data

AZITHRAL

74.35
2,009

19.5 2.16

YEAR

57.23
2,008

13.16
2.4
SOLID LIQUID IV

43.66
2,007

11.25 0.93

0 SOLID LIQUID IV

10 2,007 43.66 11.25 0.93

20

30

40 2,008 57.23 13.16 2.4

50

60

70 2,009 74.35 19.5 2.16

80

SALES IN CRORES

Azithral SKUs

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

Azithral growth and Market share trend

%Mkt share

%growth

46.17

62.16

61.35

35.64
23.31
MS 07

35.37

37.94
24.71
MS 09

24.28
MS 08

STRENGTH
Top recalled brand of Azithromycin Company equity in Macrolides Market leader in its category (M.S. 26 %) (~100 cr) Main focus brand for company Widest range (caters to all age groups)

WEAKNESS
Increasing drug resistance The market has differential pricing with over 150 brands

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 Arrest the rapid degrowth in Injectibles Low priced brands gaining M.S & prescriptions. Prescription degrowth of tablet range lower than the category Critical Success Factors Increase institutional sales through pricing flexibility /packaging innovations Ensuring availability and schemes to Retailers 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

Establishing Equity with pediatricians with the campaign

Converting Doctors prescribing direct and indirect competition

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 General Practitioners Consulting Physicians Dermatologists Paediatricians Gynaecologists ENT No. of doctors 100 2o 15 25 20 10

Chest Physicians

10

Indications
GP/CP
COPD Sinusitis Pneumonia PID Pharyngitis Tonsilitis Gonorrhoea Pharyngitis Syphillis Tonsilitis SSTI

Gynaec
Urethritis Cervicitis Acne

ENT
Otitis media

Paedia
Otitis media Bacterial sinusitis

Derma

Acne

Pneumonia

Pharyngitis

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

Key message 2: The need of the hour is an antibiotic that gives fast and most effective relief

Key message 3: 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
Samples

% of total marketing spend 20%

Value 2 Cr

Gifts
Leave Behinds Posters Visual Aid Trade & Institutional Discount Retailers Input Scientific Literature CME/CRM Incentives Special Campaign

15%
1.5% 2% 0.5% 10% 10% 2% 20% 5% 12%

1.5 Cr
15 lac 20 lac 5 lac 1 Cr 1 Cr 20 lac 2 Cr 50 lac 1.2 Cr

Contingency Fund

2%

20 lac

Total Promotional Expenditure: 10Cr (approx 10% of

Sampling Details
SKU Details Amount Allocated 63 lacs 63 lacs 19 lacs 25 lacs 6.72 lacs Azithral 500 mg (500x3) 350 MR * 150 Units per quarter * 4 *Rs 30 Azithral 250 mg (250x6) Azithral XP Tab ( Gynae infections Azithral Cap (25o mg) Azithral dispertab(100mgx3) 350 MR *150 Units per quarter *4 * Rs 30 350 MR * 45 Units per quarter * 4 * Rs 30 350MR * 60 Units per quart * 4 * Rs 30 350 MR * 60 units per quart *4 * Rs 8

Azithral drops ( 10 ml) Azithral liquid (100mg x 15 ml)

Azithral Liquid (200 mg x 15 ml)

350 MR * 60 units per quart * 4 * Rs 8 350 * 45 units per quart * 4 * Rs 10

350 * 45 units per quart * 4 * Rs 15

6.72 lacs 6.3 lacs

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 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) Campaign for Paediatrics Samples Brand Reminders Inclinic Activities Literature Brand Loyalty Programs Leave Behinds Trade Schemes QTR 4 (JanMar) OPD Campaign Samples Brand Reminders Inclinic Activities Literature Leave Behinds Trade Schemes Institutional Discounts

INPUTS

Pediatrician Campaign

CAMPAIGN FOR PAEDIATRICIAN

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

Sampling Plan

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 Gifts - blue tooth, perfumed candles or room freshners

Day 2
Day 3

Retail call No detailing

Detail on URTI (Pharyngitis, tonsilitis) Sample KIT with all SKUs Direct mailers from the company Retail call

Day 4
Day 5

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 To achieve an incremental sales of 10 Cr for the SKUs prescribed for paediatric purpose STRATEGY Focus on specific SKUs, like Syrups and KID tab Conduct a Paediatric campaign. MEASURES 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
Opthalmic Indication: Trachoma & Conjunctivitis Institutional Sales For Malaria , HIV Infections MAC prophylaxis in AIDS Inhalation SKU

HORIZON 2 HORIZON 3

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