BRAND PLAN FOR

METFORMIN

PRESENTED BY:
SANKET UMREDKAR
SHARAN SHAH
NITA TAMBOLI
PREETI SURYAVANSHI
KAJAL GAJFODE
 Pharma

VISION

To bring colours of joy in the life

of people for a healthier tomorrow
BRAND PLAN FOR
METFORMIN
PREFACE

 METFORMIN is an oral anti-diabetic drug

from the biguanide class. It is the first-line
drug for the treatment of type 2 diabetes.
 Itis the best choice for people with heart
failure

Chemical name : N,N-dimethylimidodicarbonimidic diamide

MECHANISM OF ACTION
 Metformin improves hyperglycemia primarily through
its suppression of hepatic glucose production,
especially hepatic gluconeogenesis.
 Metformin activates AMP-activated protein kinase
(AMPK), a liver enzyme that plays an important role in
insulin signaling, whole body energy balance, and the
metabolism of glucose and fats, activation of AMPK is
required for metformin's inhibitory effect on the
production of glucose by liver cells.
 In addition to suppressing hepatic glucose production,
metformin increases insulin sensitivity, enhances
peripheral glucose uptake.
PHARMACOKINETICS

Bioavailability 40-60%
A Gastrointestinal absorption complete within 6hrs

Rapid distribution
D No PPB

None at all
M

Active renal tubular excretion by OCT2

E
 Indications: Diabetes mellitus type 2, poly
cystic ovary syndrome, non-alcoholic fatty
liver disease.
 Contraindication: Lactic acidosis, kidney
disorders.
 AdverseReaction : diarrhoea, cramps,
nausea, vomiting and increased flatulence
PRODUCT PRESENTATION

 The available strength of Xeramet XR :, 500mg ,1000mg

 For 500 mg
500mg x 10 ---1 strip
10 strips --- 1box
100 boxes – 1shipper

 For 1000 mg
1000mg x 10 ---1 strip
10 strips--- 1box
100 boxes – 1shipper
STORAGE

 Store at room temperature (20-25 oc) in a

tightly closed container away from heat
moisture and light
ORG ANALYSIS

 Indian pharmaceutical market = Rs 32,605 Cr

growing at rate of 13%.
 Anti Diabetic market = Rs 1518.18 Cr
Value growth = 26%
 Oral hypoglycemic agents = Rs 1065.5 Cr
Value growth = 22%
Market Share = 70%
ORG ANALYSIS

 Value of Metformin market = Rs 99.1Cr

Market share =9%
Value growth = 19%
 ORG ANALYSIS
Total Anti Diabetic market is Rs 1518.18 Cr
Ant diabetics Val in Cr Market Growth %
share%
Insulin 452.624 27 38
OHA 1065.54 73 22
Sulphonyl urea+ metformin 363.58 35 19
Sulphonyl urea 243.90 28 9
Triple combinations 101.82 2 117
Metformin 99.17 10 19
Glitazones 88.64 10 10
Alpha GI 77.14 5 33
Glitazone + Metformin 59.54 6 15
Glitazone +sulphonyl urea 13.57 1 6
Meglitinides 9.53 1 32
Others 8.63 1 9
PRESCRIPTION ANALYSIS
PRESCRIPTION ANALYSIS

Metformin is most prescribed diabetologist and

cardiologist.
PRESCRIPTION ANALYSIS

4 monthly Rx trend of Metformin

Prescription of Metformin has remained

constant from Nov-Feb 07
STRENGTH OPPORTUNITY

First line drug for the treatment of Lucrative market segment.

type 2 diabetes particularly in
overweight and obese people.
Best choice for people with heart
failure
Once daily dose
Less gastrointestinal side effects

THREAT WEAKNESS
Late entry.
Other combination drugs of
metformin
Other oral hypoglycemic agents
SALES
FORECASTING
Year Sales Market Growth (%)
(Rs in share (%)
crores)
1 0.99 1.00

2 1.18 1.01 20

3 1.54 1.12 30

CAGR – 17.4%
Year 500mg(60%) 1000mg(40%)

1 59 lacs 40 lacs

2 71 lacs 47lacs

3 92 lacs 62 lacs
BRAND STRATEGY
OBJECTIVE

 Shortterm – To launch Xeramet XR in

2009 with a market share of 1%

 Long term – To be among the top

prescribed brand by 2015
• CUSTOMER SEGMENT- Diabetologists,
Consultant Physicians, gynecologists and
Cardiologists

• MARKET SEGMENT-
 Metros- Diabetologists, gyneacologists , CPs,
Cardiologists
 Class 1- Diabetologists,gynaecologists, CPs,
Cardiologists
 Class 2- Diabetologists,gynaecologists, CPs,
Cardiologists
DOCTOR CLASSIFICATION

DOCTORS No. Of METRO CLASS I CLASS II

DOCTORS
Gynecologists 2500 1500 900 100

Cardiologist 4,000 2,500 1,400 100

Diabetologist 4,500 2,500 1,800 200

s
C.P. 31,400 10,000 15,000 6,400
INDICATION

TYPE 2 DIABETES
DOCTORS METRO CLASS I CLASS II
(90%) (75%) (60%)

Gynecologists 1350 675 60

Cardiologists 2,250 1,050 60

Diabetologist 2,250 1,350 120

s
C.P. 9,000 11,250 3,840

Total no of doctors- 42220

SALES FORCE PLANNING
Sales Force Working Call
Planning MR Days Call/Day /Month

1 24 10 240

  300 24 10 72000

         
Dr Call to Calls to
Classification Dr/MR Dr/Month Dr/Month Dr Total

Class A 50 2 100 15000

Class B 60 1 60 18000

Class C 30 1 30 9000

Total 140   190 42000

COMMUNICATION
 USPs of Metformin XR

It counteracts gastro-intestinal side effects

Increases patience compliance by

reducing pill burden.
POSITIONING

First line drug for the treatment of type 2 diabetes

particularly in overweight and obese people.

Best choice for people with heart failure

PRICING
 METFORMIN XR

Brand Doses Company Price

name
Cetapin 500mg Sanofi Rs 23 100%
XR 1000mg aventis Rs 29 100%

Glumet 500mg Cipla Rs 7.75 33.69%

XR

Xeramet 500mg VIBGYOR Rs 18.50 80%

XR 1000mg Rs 23.50 80%
PROMOTION
QUARTERWISE PROMOTIONAL INPUTS
QUARTER 1 QUARTER 2 QUARTER 3 QUARTER4

Xeramet XR VA Xeramet XR visual LBL Xeramet XRdetail

aid aid
Brand reminders Ads InJOURNALS
Brand reminder Patient program
tracker
Dr name printed pad Diet in Diabetes
Banners for CME poster LBLs
Diseases Awareness
poster Multipurpose pen & ADVERTISEMENT Conference folder &
IN Journals pen, Conf. display
Samples Samples on demand banner
PROMOTIONS
 25% ON PROMOTION 24.75 LAKH

TOTAL SLAES- 0.99 CR

1% 0.2475 lakh
Samples
1% 0.2475 lakh
Literature
12% 2.97 lakh
Brand Reminder
1% 0.2475lakh
Trade offer
5% 1.23 lakh
Advt
5% 1.23 Lakh
Meet
10% 2.475lakh
Stockist
5% 0.2475lakh
Retailer
60% 14.85 lakh
CRM
5% 1.23 lakh
Pr training
BRAND P&L AND FINANCIAL
SUMMARY
METFORMIN XR

 Price Calculation   500mg 1000mg

Excise Duty  Metformin XR MRP 18.50 23.50
  500mg 1000mg VAT
  (4%) 1 1
MRP 18.50 23.50
65 (%) 12 15     17.50 22.50
ED (8%) 1 1   ED (8%) 1 1
   
    16.50 21.50

Discount to retailer 15% 2.5 3

(-ED &
Price to Retailer VAT) 14 18.50
Discount to
Stockist 8% 1 1.5
Price to Stockist (-ED &
(NR) VAT) 13 17
METFORMIN XR 500mg

Price Yr 1 Yr 2 Yr 3
elements
No. of units 4,53,846 5,46,154 7,07,692

NR/ unit Rs 13 Rs 13 Rs 13

Sales 59 lacs 71 lacs 92 lacs

Cost of goods 23.6lacs 28.4 lacs 36.8 lacs

GM 35.4 lacs 42.6 lacs 55.2 lacs

GM (%) 60% 60% 60%
METFORMIN XR 1000mg

Price Yr 1 Yr 2 Yr 3
elements
No. of units 2,35,294 2,76,471 3,64,706

NR/ unit Rs 17 Rs 17 Rs 17

Sales 40 lacs 47 lacs 62 lacs

Cost of goods 16 lacs 18.8 lacs 24.8 lacs

GM 24 lacs 28.2 lacs 37.2 lacs

GM (%) 60% 60% 60%
FINANCIAL SUMMARY
Yr1 Yr 2 Yr 3
Sales 0.99 Cr 1.18 Cr 1.54 Cr
NR/ unit Rs 15 Rs 15 Rs 15
No. of units 6,60,000 7,86,666 10,26,666
Cost of goods 0.40 0.47 0.62
GC 0.59 0.71 0.92
GC% 60% 60% 60%
Promotional 0.25 Cr(25%) 0.24 Cr (20%) 0.23 Cr (15%)
exp
Marketing 0.08 Cr (8%) 0.12 Cr(10%) 0.18 Cr(12%)
Distribution 0.05(5%) 0.07(6%) 0.12(8%)
Selling 0.1(10%) 0.18(15%) 0.3(20%)
PBT 0.51 Cr 0.57 Cr 0.71 Cr
DATE ACTIVITIES PLANNED
7th December 2008 Launch plan book approval
from Marketing , finance,
sales, mfg,medical
regulatory, distribution
18th February 2009 Product should be
manufactured
6th March 2009 Product should be
dispatched from the
company
20th March Product should reach
stockist
1st April Product should reach
Retailer
7th April 2009
Launch of
It is not the end
it’s just the beginning………