Brand Dissertation on

Pan

Presented by- Dhaval Waghela2nd year Pharmaceutical Management

2

Flow of PresentationBrand FactsResearch ObjectiveResearch FindingsSWOT AnalysisRecommendations

3

Brand FactsName Pan

Launch Year 2001MAT Value (Feb 2015) 165.6cr

Market Share (Feb 2015) 26.37%Growth Rate (Feb 2015) 23.00%

Price • 47 INR for Pack of 10 tablets (20mg)• 77 INR for Pack of 10 tablets (40mg)

Source: AIOCD AWACS Jan 2015 Data

4

Research Objective

1• To understand the Perception of Pan among

doctors

2• Based on the findings recommend a

marketing strategy

5

Classification of Doctors

120

30

Gender Wise Distri-bution

Male Female

45

35 30 5

25 10

Speciality Wise Distribution

GP CPGynaecologist DentistOrthopaedic Gastroenterologist

N=150

6

Classification of Doctors

26%

30% 15%

14%

15%

Zone wise Classification

Central Western Harbour South MumbaiThane District

GoregaonBorivaliVile ParleKandivaliBandraKhar RoadAndheri

ThaneDombivali

VashiChembur

DadarBhandupMulundGhatkoparKurla

Charni RoadMarine LineChurchgateLower ParelColaba

N=150

7

Years of Experience of Doctors Met

1 to 5 years 6 to 10 years 11 to 15 years 16 to 20 years 21 to 25 years >25 years0

5

10

15

20

25

30

1 13

12

13 3

23

54

56

2

9

6

3

13

23

9

6

27

3 3

7

4

13

Speciality wise distribution of years of experience of doctors

CP Dentist Gastroenterologist GP Gynaecologist Orthopaedic

N=150

8

Q.1) Doctor, when it comes to Pantoprazole, which brands cometo your mind?__________________________________________

Number of Respondents(N)=150 Number of Responses=416

9

Responses of the doctorsSr.N

oBrand Number of

ResponsesPercentage

1 Pan 150 36.05%2 Pantocid 95 22.83%3 Pantop 56 13.46%4 Pantodac 47 11.29%5 Pantin 21 5.04%6 Pantakind 12 2.88%7 Pan-D 5 1.20%8 Dompan 4 0.96%9 Pantosec 3 0.72%10 Pansec 3 0.72%11 Nupenta 2 0.48%12 Pansa 2 0.48%12 Others 16 3.84%

Total 416 100%

N=150

10

Sr.No

Brands Number of responses

Percentage

1 Pantomed 1 0.24%2 Pantopril 1 0.24%3 Panolide 1 0.24%4 Pantaz 1 0.24%5 Sompraz 1 0.24%6 Syntac 1 0.24%7 Vipan 1 0.24%8 Ganaton 1 0.24%

Sr.No Brands Number of responses

Percentage

9 Pantium 1 0.24%10 Pantofer 1 0.24%11 Pantopraz 1 0.24%12 Panzoline 1 0.24%13 Pepsonil 1 0.24%14 Topdom 1 0.24%15 P&Z 1 0.24%16 Zipant 1 0.24%

Other Single Responses

11

N=150

CP Dentist Gastroenterologist GP Gynaecologist Orthopaedic0

5

10

15

20

25

30

35

40

45

50

35

5

10

45

30

25

2 1

8

1

27

8

23

17

20

16

4

7

1199

13

23

10 10

5

2 1

57

1

Speciality wise distribution of the Pantoprazole Brands that doctors remember

Pan Pantakind Pantocid Pantodac Pantop Pantin

12

Q.2) Doctor, what is your opinion on Pantoprazole in general compared to other PPIs?____________________________________________________________________________

Number of Respondents(N)=150 Number of responses=150

13

Sr.No Opinion Number of responses

Percentage

1 It is comparatively safer than others 33 22.00%

2 The effects are much better 28 18.66%

3 It is a good molecule 20 13.33%

4 All are the same 19 12.66%

5 It has less side effects 13 8.66%

6 It is a PPI that has more clinical data compared to others 74.66%

7 No or less interaction with other drugs 5 3.33%8 It is a trusted molecule compared to other PPIs 3 2.00%

9Rabeprazole is better, but omeprazole and pantoprazole

are almost same 21.33%

10Better than omeprazole ,rabeprazole is equal to

pantoprazole 10.66%

11Different people react to different PPIs, pantoprazole has

come earlier, so more preferred, once a day dosing 10.66%

12 I am more comfortable with pantoprazole 1 0.66%

N=150

14

Sr.No

Opinion Number of responses

Percentage

13I find it good, probably among the best ,even rabeprazole,

both are good 10.66%

14 I prefer omeprazole but even pantoprazole is good 1 0.66%

15I think I would put pantoprazole on 2nd number and

rabeprazole on first 10.66%

16 I trust it more and I have been prescribing for long time 1 0.66%

17 In acute gastritis it has good effect 1 0.66%

18 It is better than rabeprazole 1 0.66%

19 It is good molecule, when it comes with combination D and L 1 0.66%

20 It is good, it almost has 12 hours of effect 1 0.66%21 It is more effective in pregnancy 1 0.66%

22Some respond well to rabeprazole, but generally

pantoprazole is good 10.66%

23 It is safer in pregnancy compared to rabeprazole 1 0.66%

24 It’s the best, however different doctors prefer different PPIs 1 0.66%

25Rabeprazole is cheaper, omeprazole causes impotency,

pantoprazole is better 10.66%

26 It has to be used twice a day 1 0.66%

Continued…

15

Sr.No

Opinion Number of responses

Percentage

27Osteoporosis is less with pantoprazole, it is better, with

omeprazole there are chances of osteoporosis 10.66%

28Pantoprazole is OD, no of tablets given is less compared

to others 10.66%

29Personally I like omeprazole, but pantoprazole is also

good 10.66%

Total 150 100%

Continued…

16

CP Dentist Gastroenterologist GP Gynaecologist Orthopaedic0

2

4

6

8

10

12

14

21

4

6

3 33

6

2 2

8

1

8

12

4

1 1 1

8

6

13

6

21

3

9

4

9

Speciality wise distribution of doctor's opinion on Pantoprazole compared to other PPIs

All are the same It has less side effectsIt is a good molecule It is a PPI that has more clinical data compared to othersIt is comparatively safer than others The effects are much better

N=150

17

Doctor’s Voice

Dr.Shobha AhujaGeneral Practitioner from Khar32 years of Practice

“Osteoporosis is less with Pantoprazole.

Pantoprazole is better, with Omeprazole there

are chances of Osteoporosis”

18

Q.3) How often does the company Promote Pan to you? ___________________________________

Number of Respondents(N)=150 Number of responses=150

19

Sr.No Response Number of responses

Percentage

1 Once in a month 25 16.66%2 Twice in a month 57 38.00%3 Thrice in a month 3 2.00%4 Four times in a month 4 2.66%5 1 to 2 times in a month 22 14.66%6 2 to 3 times in a month 8 5.33%7 3 to 4 times in a month 1 0.66%8 They don't promote 8 5.33%9 They don't come 5 3.33%

10 Once in a week 2 1.33%11 2 to 3 times per week 1 0.66%12 Once in 15 days 1 0.66%13 Once in 2 to 3 weeks 1 0.66%14 Once in 3 weeks 1 0.66%15 Once in 4 to 6 weeks 1 0.66%16 Almost daily 1 0.66%17 Company is not promoting, still I write 1 0.66%

N=150

20

Sr.No Response Number of

responses

Percentage

18 Don't remember 1 0.66%19 Every week 1 0.66%20 Every week they come, they are regular 1 0.66%21 I haven't seen them for 3 months, that does not influence

my prescription 10.66%

22 Not much 1 0.66%23 Previously they use to come, now they don't 1 0.66%24 Quite often 1 0.66%25 They are regular 1 0.66%

Total 150 100%

Continued…

21

CP Dentist Gastroenterologist GP Gynaecologist Orthopaedic0

2

4

6

8

10

12

14

16

18

5

2

8

4

6

9

12

43 3

2

5

1

11

23

14

17

10

3

1 12

1

Speciality wise distribution for frequency of Promotion

Once in a month One to two times a month They don't promoteTwice in a month Two to three times in a month

N=150

22

Doctor’s Voice

Dr.Hemant BhattGynaecologist from Ghatkopar33 years of Practice

“Every week they come to promote, they are

regular”

23

Q.4) On an average for how many patients do you prescribe Pan in a month?___________________________________

Number of respondents(N)=150 Number of responses=150

24

N=150Sr.No Response Number of Responses

Percentage

1 10 to 20 per month 70 46.66%2 21 to 30 per month 18 12.00%3 31 to 40 per month 16 10.66%4 41 to 50 per month 16 10.66%5 51 to 60 per month 3 2.00%6 More than 60 per month 9 6.00%7 15 to 20 daily 1 0.66%8 2 to 3 per week 1 0.66%9 3 to 4 in a month 1 0.66%

10 3 to 4 in a week 1 0.66%11 4 to 5 patients, as you see I don't have much practice 1 0.66%12 5 to 10 patients in a month 2 1.33%13 About 10 per day 1 0.66%14 About 5 to 6 patients in a month 2 1.33%15 About 5 to 6 patients in a week 1 0.66%16 About 6 to 7 per month 1 0.66%17 Almost 20 per day 1 0.66%

25

Continued…

Sr.No Response Number of Responses

Percentage

18 Almost every patient with fever, illness, hypertension as co-prescription 1

0.66%

19 For about 5 to 10 patients in a month 1 0.66%20 I don't remember 1 0.66%21 Mostly Pantocid is prescribed, but I prescribe pan for about 5

to 10 patients 10.66%

21 Two per day 1 0.66%Total 150 100%

2610 to 20 per month 21 to 30 per month 31 to 40 per month 41 to 50 per month0

5

10

15

20

25

30

10

5 42

8

26

8 8 9

13

1 2 2

13

42 3

Speciality wise distribution of number of patients for which doctor prescribes Pan in a month

CP Gastroenterologist GP Gynaecologist Orthopaedic

N=150

27

Q.5) Doctor, for which indications do you prescribe Pan?_______________________________________________________________

Number of respondents(N)=150Number of responses=285

28

Sr.No Response Number of Responses

Percentage

1 GERD 44 15.43%2 Hyperacidity 39 13.68%3 Gastritis 38 13.33%4 Ulcers 31 10.87%5 Acidity due to NSAIDs 27 9.47%6 Co-prescription with antibiotics and other

drugs24 8.42%

7 Acidity 24 8.42%8 APD 19 6.66%9 Drug induced Acidity 13 4.56%10 Heart burn 12 4.21%11 Along with Pain killers 6 2.10%12 Post operative 2 0.70%13 Co-prescription with anti-inflammatory 2 0.70%14 Others 4 1.40%

Total 285 100%

N=150

29

Sr.No

Response Number of Responses

Percentage

1 Stress induced gastritis

1 0.35%

2 Non ulcer dyspepsia 1 0.35%3 GI disturbances 1 0.35%4 Epigastric pain 1 0.35%

Total 4 1.40%

N=150Other Single Responses

30

Acidity

Acidity

due t

o NSA

IDs

Along

with pa

inkille

rs an

d anti

biotic

s APD

Co pres

cripti

on with

antib

iotics

and o

ther d

rugs

Co pres

cripti

on with

anti-i

nflam

matory

Drug in

duce

d acid

ity

Gastriti

sGER

D

Heart b

urn

Hypera

cidity

Ulcers

0

5

10

15

20

25

30

7

11

5

10

1311

7

15

11

35

1

4

7

2

5

2

7

2 13 2 2

17

26

3

19 18

7

19

4

25

5

Speciality wise distribution for indications for which doctors prescribe Pan

CP Dentist Gastroenterologist GP Gynaecologist Orthopaedic

N=150

31

Q.6) Doctor, may I know what do you like about Pan?______________________________________

Number of respondents(N)=150 Number of responses=150

32

Sr.No Response Number of

responses

Percentage

1 Nothing 67 44.66%2 Name easy to remember 39 26.00%3 Good and trusted brand 16 10.66%4 Good results 14 9.33%5 Less side effects 7 4.66%6 Efficacy 4 2.66%7 Availability 3 2.00%

Total 150 100%

N=150

33CP Dentist Gastroenterologist GP Gynaecologist Orthopaedic0

2

4

6

8

10

12

14

16

1 1 11

32

1

4

7

21 1 1

2 2

11

2

14

6 6

21

54

2

Speciality wise distribution for what doctors like about Pan

Easily available Efficacy It is a reliable and trusted brandLess on side effects and drug interaction Name is easy to remember The results are good

N=150

34

Doctor’s Voice

Dr.Vishnu AgarwalGynaecologist from Vashi28 years of Practice

“The name is short, gives idea about the molecule”

35

Doctor’s Voice

Dr.Shirish BhagwatGastroenterologist from Charni Road25 years of Practice

“I like the name, it is easier to remember,

suggestive of the molecule”

36

Q.7) Doctor, may I know what do you dislike about Pan?______________________________________

Number of respondents(N)=150 Number of responses=150

Sr.No Response Number of Responses

Percentage

1 Nothing 145 96.66%2 Costly 3 2.00%3 Company is not promoting

much1 0.66%

4 Nothing as such, but the company is pushing the

product too much

1 0.66%

Total 150 100%

N=150

37

38

Q.8) Do you remember any promotional activity for Pan?_________________________________

Number of respondents(N)=150 Number of responses=150

39

Sr.No Response Number of Responses Percentage1 I don’t remember 142 94.66%2 Books, pictorial books for

patients 10.66%

3 CME was done 1 0.66%4 No nothing specific, just the

regular visit 10.66%

5 Yes they come and detail 1 0.66%6 No, I don't remember, they

just detail normally and go 10.66%

7 No, I don't remember, they just remind and go 1

0.66%

8 Nothing, usually they don’t do much activity with Gynaecs 1

0.66%

9 Once they had given cooking pan, long time back this was 1

0.66%

Total 150 100%

N=150

40

Doctor’s Voice

Dr.Vishnu AgarwalGynaecologist from Vashi28 years of Practice

“Nothing, usually they don’t do much activity with Gynaecologists”

41

Q.9) Doctor, if Pan became a person, what would it be?______________________________________

Number of respondents(N)=150 Number of responses=150

42

Sr.No Response Number of Responses

Percentage

1 I don't know 50 33.33%2 Reliable 24 16.00%3 Trustworthy 18 12.00%4 Honest 10 6.66%5 Effective 8 5.33%6 Strong 7 4.66%7 Dependable 6 4.00%8 Neutral person 4 2.66%9 Strong and respected 3 2.00%

10 Male 3 2.00%11 Caring 2 1.33%12 It would be hero 1 0.66%13 It’s a vague Question 1 0.66%14 It an irrelevant question 1 0.66%15 Mature 1 0.66%

N=150

43

Sr.No Response Number of Response

s

Percentage

16 Calm 1 0.66%17 Strong and trusted 1 0.66%18 Strong and aggressive 1 0.66%19 I would say, a pleasure giver,

because it relieves, also mood highlighter 1

0.66%

20 It would be a famous person 1 0.66%21 It would be a gentleman 1 0.66%22 It would be a successful person 1 0.66%23 It would be an obedient person 1 0.66%24 It would be powerful 1 0.66%25 Satisfying person 1 0.66%26 Stands first, superior 1 0.66%

Total 150 100%

Continued…

44Effective Honest Dependable Trustworthy Reliable Strong0

1

2

3

4

5

6

7

8

9

2

5

3

7 7

2

1 1

33

1

2

5

8

22

3

2

5

1

4

2

3

Speciality wise distribution for Brand Personality

CP Dentist Gastroenterologist GP Gynaecologist Orthopaedic

N=150

45

Doctor’s Voice

Dr.M.A. SamtaniGeneral Practitioner from Bandra38 years of Practice

“I would say, a pleasure giver, because it relieves, also a mood highlighter”

46

Q.9) On a scale of 1 to 10 how much would you rate the following brands on criteria of Safety, Efficacy, Promotion and Brand Image

Where: 1-Poor 5-Average 10-Excellent

Sr.No Brand Safety Efficacy Promotion Brand Image

1 Pan2 Pantocid3 Pantodac4 Pantop5 Pantakind

47

Perceptual Map-1

Safety vs Efficacy

48

PantakindPantopPantodac

PantocidPan

Pantoprazole MarketHigh Efficacy

Low

Safe

tyHigh Safety

Low Efficacy

5 8 1096 70 41 2 3

0

10

1

2

3

4

6

9

7

8

49

Perceptual Map-2

Promotion vs Brand Image

50

Pantakind

Pantop

Pantodac PantocidPan

Pantoprazole MarketHigh Brand Image

Low

Prom

otio

n High Promotion

Low Brand Image

0 543

2

1

6

7

8

9

10

1 2 3 4 6 7 8 9 10

0

51

SWOT Analysis

52

1)Pan is the Market leader of Pantoprazole Market with 26.37% market share2)97% of doctors “did not dislike anything about Pan”3)About 26% doctors felt that the name is very easy to remember and is suggestive of the molecule name

Source: AIOCD AWACS Jan 2015 Data

STRENGTH

53

1)About 95% of doctors do not remember the Promotional Activity2)Perceived to be a costly brand

WEAKNESS

54

1)With the rising prescriptions for NSAIDs and antibiotics in the future, there is a scope for growth of Pan2)Currently the market for Pantoprazole is growing at 9%3)By 2020 G.I will be the third largest therapeutic segment

Source: AIOCD AWACS Jan 2015 Data

OPPORTUNITY

55

1)The market for pantoprazole is very fragmented ,there are about 345 brands, lot of noise in the market2)Pantocid of Sun may prove to be a threat, since it is slowly catching up, when it comes to the brand recall for Pantoprazole

Source: AIOCD AWACS Jan 2015 Data

THREAT

56

Recommendations

57

Market Expansion

Increase visits to General and Consulting physicians, also concentrate on the other specialities and keep promoting to the existing doctors so that they will continue to support

Having consolidated on the existing doctors, cover the unmet doctors, enter new territories since it will help to expand the market

58

Promotion

Doctors say that the name Pan is very suggestive of the molecule Pantoprazole, so have a pay off line as ‘‘Make Pan your Prime choice for Pantoprazole’’

Show Research papers suggesting Pantoprazole is safer and has minimal drug interactions compared to other PPIs

Do more interactive and crisp Promotional activities among the doctors, since doctors cannot recollect Promotional messages