Post on 26-Jan-2015
description
Case StudyRe-Launch of HEXGABALIN
BY ABDELRHMAN TANTAWY
Executive Summary
1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 2
Agenda
1. Market Overview
2. RXs Overview
3. SWOT Analysis
4. Market Key Issues & Strategic Imperatives.
5. Pricing
6. Source of Business.
7. Brand Vision & Positioning.
8. Key Promotional Messages.
9. Sales Forecast
10.A&P
11.Sales force structure
12.Key Innovative Projects.
13.Calendar of activities.
1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 3
1. Market Overview Market Analysis
155,785
374,772
765,706
1,318,411
2,240,812
723,460 764,526
969,848 963,913 899,620
-
500,000
1,000,000
1,500,000
2,000,000
2,500,000
UnitsY/2008
(Absolute)
UnitsY/2009
(Absolute)
UnitsY/2010
(Absolute)
UnitsY/2011
(Absolute)
UnitsY/2012
(Absolute)
Pregabalin vs Gebapentin – by unit
PREGABALIN GABAPENTIN
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1. Market Overview Market Analysis
22,135,762
40,459,490
71,940,784
105,627,381
153,071,629
29,594,234 32,249,497 41,204,391 43,702,380 40,403,711
-
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
140,000,000
160,000,000
180,000,000
LE SalesY/2008
(Absolute)
LE SalesY/2009
(Absolute)
LE SalesY/2010
(Absolute)
LE SalesY/2011
(Absolute)
LE SalesY/2012
(Absolute)
Pregabalin vs Gebapentin – by value
PREGABALIN GABAPENTIN
1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 5
1. Market Overview
155,785 189,543 258,875 339,556 449,8560165,337
366,345445,540
421,697
0
11,817
46,90077,969
298,258
0
0
0
0
133,917
0
8,075
66,380
99,263
126,348
0
0
0
39,301
314,717
0
0
9,226
129,653
186,850
0
0
4,662
18,096
15,230
0
0
13,318
169,033
293,939
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
UnitsY/2008
(Absolute)
UnitsY/2009
(Absolute)
UnitsY/2010
(Absolute)
UnitsY/2011
(Absolute)
UnitsY/2012
(Absolute)
PREGABALIN – by unit
LYRICA PREGDIN-APEX PREGAVALEX IRENYPATHIC PAINICA LYROLIN KEMIRICA HEXAGABALIN Others
Market Analysis
1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 6
1. Market Overview Market Analysis
723,460 764,526 969,848 963,913 899,620
324,451 368,839425,627 357,902 393,159
329,848 333,064
460,340 423,376 318,62268,744 55,674
57,14145,160
50,9130 0
0 98,152106,879
0 0
0 07,445
0 405
22,969 32,62617,421
0 0
0 02,717
417 6,544
3,771 6,6972,169
0 0
0 0295
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
UnitsY/2008
(Absolute)
UnitsY/2009
(Absolute)
UnitsY/2010
(Absolute)
UnitsY/2011
(Absolute)
UnitsY/2012
(Absolute)
GABAPENTIN- by unite
GABAPENTIN GAPTIN CONVENTIN
NEURONTIN NEUROGLOPENTIN GABIMASH ADAPTAN
LEPTICURE GABALEPSY GABAPENTIN
1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 7
1. Market Overview Sales trend
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
UnitsY/2008
(Absolute)
UnitsY/2009
(Absolute)
UnitsY/2010
(Absolute)
UnitsY/2011
(Absolute)
UnitsY/2012
(Absolute)
PREGABALIN – by value
LYRICA PREGDIN-APEX PREGAVALEX IRENYPATHIC PAINICA LYROLIN KEMIRICA HEXAGABALIN
1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 8
1. Market Overview Sales trend
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
UnitsY/2008
(Absolute)
UnitsY/2009
(Absolute)
UnitsY/2010
(Absolute)
UnitsY/2011
(Absolute)
UnitsY/2012
(Absolute)
PREGABALIN – by value
LYRICA PREGDIN-APEX PREGAVALEX IRENYPATHIC PAINICA LYROLIN KEMIRICA HEXAGABALIN
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This is about 40% market growth with
indicate special market situation we need to
dig more about it
1. Market Overview
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Our competitors Primary Secondary
1. Market Overview Top Player Market Share 2012
LYRICA34%
PREGDIN-APEX18%
GAPTIN11%
PREGAVALEX9%
CONVENTIN7%
IRENYPATHIC6%
PAINICA6%
LYROLIN4%
KEMIRICA3%
NEURONTIN2%
Pregabalin & Gebapentin
Market shares –value 2012
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1. Market Overview Top Player Market Share 2012
LYRICA42%
PREGDIN-APEX22%
PREGAVALEX11% IRENYPATHIC
8%
PAINICA7%
LYROLIN5%
KEMIRICA4%
HEXAGABALIN1%
Other10%
Pregabalin Defined Market shares – value 2012
1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 12
Rx Overview
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2. Rx Overview Prescribers %
60%19%
10%
5%4% 2%0%
Pregabalin Rx by Specialty %
ORTHO. IM G.P.
NEURO/PSYCH DERM. CARD.
PULM
29%
23%13%
13%
9%
4%3%2%2%2%
Gabapentin Rx by Specialty %
G.P. ORTHO. IM
NEURO/PSYCH DERM. OTORH.
CARD. SURG. PULM
GYN
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2. Rx Overview Prescribers by disease in %
LYRICA PREGDIN-APEX IRENYPATHIC PREGAVALEX LYROLIN PAINICA HEXAGABALIN Total
-E14 DIABETES MELLITUS E10 32.00 35.94 18.67 18.47 13.06 18.67 2.58 139.39
-M54 OTHER DORSOPATHIES M50 35.26 19.35 16.71 31.40 16.10 16.71 - 135.54
-M48 SPONDYLOPATHIES M45 11.93 9.33 4.20 9.18 11.30 4.20 - 50.14
-M79 OTH SOFT TISSUE DIS M70 9.14 1.91 8.45 9.25 3.38 8.45 - 40.58
-G58 NER/NER RT/PLEX DIS G50 4.81 8.28 5.37 7.58 7.22 5.37 0.62 39.24
-B09VIR INF SK/M MEM LES B00 6.84 8.14 3.68 2.26 4.31 3.68 - 28.90
-G64POLYNE/OTH DIS PERIP G60 7.92 6.92 3.02 1.40 1.67 3.02 - 23.95
-M19 ARTHROSIS M15 4.57 - - - 0.88 - - 5.45
-R69 GEN SYMPTOMS/SIGNS R50 1.67 2.01 - 1.12 - - - 4.80
-M43 DEFORMING DORSOPTHY M40 - - 0.85 2.52 - 0.85 - 4.22
-Q79 CON MLFM MSSKEL SYS Q65 - - - - 2.49 - - 2.49
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3. SWOT Analysis
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SWOT analysis
S W
O T
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SWOT analysis
1. Price
2. Availability
3. Well known molecule
S
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SWOT analysis
1. Strength Availability
2. Non Competitive Price
3. Brand Establishment
4. Low Prescription Rate
SWOT analysis
W
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SWOT analysis
1. Highly growing market
2. Current perception about Pregabalin and its market growth over other molecules
3. Shifty from Gebapentin to Pregabalin
4. Diversify specialty
SWOT analysis
O
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SWOT analysis
1. Well established competitors
2. Multiple competitor
3. Smaller packs and less prices
SWOT analysis
T
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4. Market Key Issues & Strategic Imperatives.
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Market Key Issues & Strategic Imperatives
Below the main market key issues and strategies:1. Establish efficacy & credibility2. Capitalize on having a unique and un-comparable brand3. Generation and growth of prescriptions in several indications4. Shape the market of Pregabalin.5. Being the first option generic brand in Pregablin market
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5. Pricing
1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 24
Pricing There are four main strategies regarding pricing :
Competitive pricing Differentiation pricing
Skimming pricing Penetration pricing
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Pricing There are four main strategies regarding pricing :
Competitive pricing Differentiation pricing
Skimming pricing Penetration pricing
1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 26
PricingHow can we compare prices with different concentration & number of tablets ??!!
We can use this Equation
Prices Index = Price per tablet (Price / no. tablet )
Concentration
X 100
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Price Index
- 1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00 9.00
10.00Price Index
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PricingFrom the price index before we can find that:
1. HEXGABALIN is an average generic brand price.
2. According to the market leader we are about 40% more economic that Lyrica
3. According to PREGDIN-APEX (18% total market share ) we are slightly more expensive
4. We do not have enough high concentrations, low value concentrations
1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 29
6. Source of business
1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 30
Rx Prescribers %
60%19%
10%
5%4% 2%0%
Pregabalin Rx by Specialty %
ORTHO. IM G.P.
NEURO/PSYCH DERM. CARD.
PULM
29%
23%13%
13%
9%
4%3%2%2%2%
Gabapentin Rx by Specialty %
G.P. ORTHO. IM
NEURO/PSYCH DERM. OTORH.
CARD. SURG. PULM
GYN
1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 31
Indication %
DIABETES MELLITUS28%
OTHER DORSOPATHIES27%
SPONDYLOPATHIES 10%
OTH SOFT TISSUE DIS 8%
NER/NER RT/PLEX DIS 8%
VIR INF SK/M MEM LES 6%
POLYNE/OTH DIS PERIP 5%
Others8%
Indication %
DIABETES MELLITUS
OTHER DORSOPATHIES
SPONDYLOPATHIES
OTH SOFT TISSUE DIS
NER/NER RT/PLEX DIS
VIR INF SK/M MEM LES
POLYNE/OTH DIS PERIP
Others
1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 32
Source of business
Based on
RXsand indication
We need to focus on below specialty:
1. Ortho
2. GPs
3. Neuro
4. IM
We need to focus on these indications:
1. DIABETES MELLITUS
2. OTHER DORSOPATHIES
3. SPONDYLOPATHIES
4. OTHER SOFT TISSUE DIS
5. NER/NER RT/PLEX DIS
1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 33
7. Brand Vision & Positioning.
1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 34
Vision
To be the generic of choice for neuropathic pain
Build a great credibility approach among doctors
1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 35
MissionFor re-launching HEXGABALIN we need different missions and strategies to build our brand between this big market full of competitors
S3Fulfilling
the market gaps
S2Hitting the
competitors
S Build the
perception
1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 36
Positioning
In this busy market we need to take different approach to enter a market we do not have a tangible differentiation points, we all had the same molecule and the
same average prices
We need to select and focus on powerful positioning strategy to enter this market the right way
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Positioning strategies
1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 38
Positioning strategies
1st phase (two Q)We will use this strategy to enter the market in different way to build a powerful perception and create a good positioning
It is not for sales generation as we will target the unexpected market just for branding
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Positioning strategies
2nd phase (two Q)We will use this strategy to enter the market in different ways to build a powerful perception and create a good positioning
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8. Key Promotional Messages
1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 41
StrategyWe will create a universal campaign for neuro specialty, using the same message and materials for all specialties, then start customizing it for each indication.
1st phase
We will focus on neuro as an anti-epileptic product
2nd phase
Hitting the competitors in their main indication, • in Diabetic nephropathy• Ortho
3rd phase
General neuropathic pain product of choice, with customized materials for each indication
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StrategyWe will create a universal campaign for neuro specialty, using the same message and materials for all specialties, then start customizing it for each indication.
1st phase
We will focus on neuro as an anti-epileptic product
2nd phase
Hitting the competitors in their main indication, • in Diabetic nephropathy• Ortho
3rd phase
General neuropathic pain product of choice, with customized materials for each indication
1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 43
Gratefully our honorable
competitors already did this
step for us regarding
awareness of pregablin and
neuro molecule in neuropathic cases
To enter this busy market we need to catch/different/reminding message.
Differentiate our product from the competitor’s Address important customer buying criteria Highlight key product characteristics
Creative Idea
Generation
1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 44
Marketing message should be : Meaningful Differentiating Important Sustainable Believable Credible
Creative Idea
Generation
1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 45
HEXGABALINWe need a brand name reminding message for 1st
phase market penetration Creative
Idea Generation
1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 46
Creative Idea
Generation
THEHEXA
1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 47
HEXGABALINThe HEXA reasons why you need to use Hexgabalin
The HEXA advantages of Hexgabalin
The HEXA indications of Hexgabalin
Etc..
THEHEXA
1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 48
1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 49
9. Sales Forcaste
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Sales trend
22,135,762 40,459,490
71,940,784
105,627,381
153,071,629
214,300,281
29,594,234 32,249,497 41,204,391 43,702,380 40,403,711 36,363,340 51,729,996
72,708,987
113,145,175
149,329,761
193,475,340
251,517,942
-
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
LE SalesY/2008
(Absolute)
LE SalesY/2009
(Absolute)
LE SalesY/2010
(Absolute)
LE SalesY/2011
(Absolute)
LE SalesY/2012
(Absolute)
LE SalesY/2013
(Estimated)
Estimated 2013 sales
PREGABALIN GABAPENTIN Total market
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Sales Forecasting - value We will forecast about 3% total market share for year 2013:
Total market 2013 = 250M LE || Hexgablin = 250M x 3% = 7.5M LE
That means 500% growth over last year
1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 52
Sales Forecasting - unitAfter analyzing packs sales we found out below:
CAPS 75 MG 20
CAPS 150 MG 20
CAPS 50 MG 20
LARICA
CAPS 5 MG 20
CAPS 100 MG 20
CAPS 300 MG 20
PREGDIN-APEX
CAP.GEL.HARD 75 MG
30
CAP.GEL.HARD 150 MG
20
CAP.GEL.HARD 75 MG
20
CAP.GEL.HARD 300 MG
10
PREGAVALEX
CAPS 75 MG
30
CAPS 150
MG 30
HEXAGABALIN
1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 53
Sales Forecasting - unit
√The sales of 75mg caps overcomes 150mg by almost double share√The 50mg overtake the 75mg in some brands √Unsuccessful 300mg concentrations due to unknown reasons (needs field
research) √The smaller the pack, the larger the reach
1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 54
Forecaster 2013
DescriptionPrice/RS
PPrice/P
TT Jan Feb Mar Qtr. I Apr May Jun Qtr. II Jul Aug Sep Qtr. III Oct Nov Dec Qtr. IV Total
Unit Unit 2013 2013 2013 2013 2013 2013 2013 2013 2013 2013 2013 2013 2013 2013 2013 2013 unite
HEXAGABALIN33% 33% 33% 12% 33% 33% 33% 12% 39% 37% 24% 41% 43% 29% 29% 35%
CAPS 75 MG 30EGP
120.00 84.002,400 2,400 2,400 7,200 2,400 2,400 2,400 7,200 9,577 8,978 5,986 24,541 9,000 6,000 6,000 21,000 60,000
CAPS 150 MG 30EGP
111.00 77.701,120 1,120 1,120 3,360 1,120 1,120 1,120 3,360 4,469 4,190 2,793 11,452 4,200 2,800 2,800 9,800 28,000
Total . Sales (units)3,520 3,520 3,520 10,560 3,520 3,520 3,520 10,560 14,046 13,168 8,779 35,993 13,200 8,800 8,800 30,800 88,000
TotalT. Turnover (LE)288,624 288,624 288,624 865,872 288,624 288,624 288,624 865,872 1,151,72
21,079,74
0 719,826 2,951,288 1,082,340 721,560 721,560 2,525,460 7,215,600
1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 55
10. The A&P budget
1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 56
A&P budgetWe had four main methods to estimate our target
Fixed percentage
of sales
Same level as
competitorsTask Residual
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A&P budget
Due to market potentiality and our positioning strategy we need to invest in our brand till building our perception, then we can take % from sales to update our activities
Same level as
competitors
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11. Sales force structure
Sales force Structure
To calculate sales force structure we need to calculate number of doctors with their potentiality in each governor
Based on our phasing criteria we will select the right specialty.
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Sales force StructureWe will use the below equation to calculate each area potentiality, therefore number of medical reps will cover it
# medical reps =
x 11 month
# medical reps visits per year
SEC class
# of doctors
Visits/month
A 8
B 4
C 2
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12. Key Innovative Projects.
Key Innovative Projects.To create a tipping point in our brand we need to make a dramatic change in the market characteristic to gain a noticeable market share
The Concentration
VS packing
The HEXA indication
project
Chronic user trade deal
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13. Calendar of activities.
1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 64
Calendar of activities.2012
Item January February March April May June July August September October November December TotalNew Launches Facelifting Gel Shaving cream -
New aftershave bottle aftershave cologne - Promotion -
Key Account Buy two get one offer Nothing else campaign 150+Blam offer Instore activ 35,000 gel+balm 35,000
Wholesaler BiC Bundle Nothing else campaign 20,000 Covarage* gel+balm 20,000
Retail BiC Bundle Nothing else campaign 10,000 gel+balm 10,000
El-Koshk BiC Bundle - Communication -
TV -
Radio 120,000 160,000 280,000
Magazine 30,000 30,000
OutDoors 700,000 700,000
Online 120,000 80,000 200,000 Road Show -
Cairo 102,000 102,000
Summer 50,000 50,000
Total Budget - - - - 240,000 - 312,000 840,000 35,000 - - - 1,427,000
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Thanks for your time