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BRAND PLAN FOR METFORMIN
PRESENTED BY:SANKET UMREDKARSHARAN SHAHNITA TAMBOLIPREETI SURYAVANSHIKAJAL GAJFODE
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To bring colours of joy in the life of people for a healthier tomorrow
VISION
Pharma
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BRAND PLAN FOR METFORMIN
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METFORMIN is an oral anti-diabetic drug from the biguanide class. It is the first-line drug for the treatment of type 2 diabetes.
It is the best choice for people with heart failure
PREFACE
Chemical name : N,N-dimethylimidodicarbonimidic diamide
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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.
MECHANISM OF ACTION
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PHARMACOKINETICS
A
D
M
E
Bioavailability 40-60%Gastrointestinal absorption complete within 6hrs
Rapid distributionNo PPB
None at all
Active renal tubular excretion by OCT2
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Indications: Diabetes mellitus type 2, poly cystic ovary syndrome, non-alcoholic fatty liver disease.
Contraindication: Lactic acidosis, kidney disorders.
Adverse Reaction : diarrhoea, cramps, nausea, vomiting and increased flatulence
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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
PRODUCT PRESENTATION
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STORAGESTORAGE
Store at room temperature (20-25 oc) in a tightly closed container away from heat moisture and light
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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
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Value of Metformin market = Rs 99.1Cr
Market share =9%
Value growth = 19%
ORG ANALYSIS
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Ant diabetics Val in Cr Market share%
Growth %
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
Total Anti Diabetic market is Rs 1518.18 CrORG ANALYSIS
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PRESCRIPTION ANALYSIS
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Metformin is most prescribed diabetologist and cardiologist.
PRESCRIPTION ANALYSIS
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4 monthly Rx trend of Metformin
Prescription of Metformin has remained constant from Nov-Feb 07
PRESCRIPTION ANALYSIS
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STRENGTH
First line drug for the treatment of type 2 diabetes particularly in overweight and obese people.Best choice for people with heart failureOnce daily doseLess gastrointestinal side effects
OPPORTUNITY
Lucrative market segment.
THREAT
Other combination drugs of metforminOther oral hypoglycemic agents
WEAKNESSLate entry.
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SALES FORECASTING
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Year Sales (Rs in crores)
Market share (%)
Growth (%)
1 0.99 1.00
2 1.18 1.01 20
3 1.54 1.12 30
CAGR – 17.4%
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Year 500mg(60%) 1000mg(40%)
1 59 lacs 40 lacs
2 71 lacs 47lacs
3 92 lacs 62 lacs
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BRAND STRATEGY
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Short term – To launch Xeramet XR in 2009 with a market share of 1%
Long term – To be among the top prescribed brand by 2015
OBJECTIVE
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• 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
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DOCTORS No. Of DOCTORS
METRO CLASS I CLASS II
Gynecologists
2500 1500 900 100
Cardiologist 4,000 2,500 1,400 100
Diabetologists
4,500 2,500 1,800 200
C.P. 31,400 10,000 15,000 6,400
DOCTOR CLASSIFICATION
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INDICATION INDICATION
TYPE 2 DIABETES
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DOCTORS METRO (90%)
CLASS I (75%)
CLASS II (60%)
Gynecologists
1350 675 60
Cardiologists 2,250 1,050 60
Diabetologists
2,250 1,350 120
C.P. 9,000 11,250 3,840
Total no of doctors- 42220
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Sales Force Planning MR
Working Days Call/Day
Call /Month
1 24 10 240
300 24 10 72000
Dr
Classification Dr/MRCall to
Dr/MonthCalls to
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
SALES FORCE PLANNING
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COMMUNICATION
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USPs of Metformin XR
It counteracts gastro-intestinal side effects
Increases patience compliance by reducing pill burden.
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POSITIONING
First line drug for the treatment of type 2 diabetes particularly in overweight and obese people.
Best choice for people with heart failure
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PRICING
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Brand name
Doses Company
Price
Cetapin XR
500mg1000mg
Sanofi aventis
Rs 23Rs 29
100%100%
Glumet XR
500mg Cipla Rs 7.75 33.69%
XerametXR
500mg1000mg
VIBGYOR Rs 18.50Rs 23.50
80%80%
METFORMIN XR
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PROMOTION
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QUARTER 1 QUARTER 2 QUARTER 3 QUARTER4
Xeramet XR VA
Brand reminder
Dr name printed pad
Diseases Awareness poster
Samples
Xeramet XR visual aid
Patient program tracker
Banners for CME
Multipurpose pen &
Samples on demand
LBL
Brand reminders
Diet in Diabetes poster
ADVERTISEMENT IN Journals
Xeramet XRdetail aid
Ads InJOURNALS
LBLs
Conference folder & pen, Conf. display banner
QUARTERWISE PROMOTIONAL INPUTS
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PROMOTIONSPROMOTIONS
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TOTAL SLAES- 0.99 CR
25% ON PROMOTION 24.75 LAKH
Samples1% 0.2475 lakh
Literature1% 0.2475 lakh
Brand Reminder12% 2.97 lakh
Trade offer1% 0.2475lakh
Advt5% 1.23 lakh
Meet5% 1.23 Lakh
Stockist10% 2.475lakh
Retailer5% 0.2475lakh
CRM60% 14.85 lakh
Pr training5% 1.23 lakh
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BRAND P&L AND FINANCIAL SUMMARY
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Price Calculation 500mg 1000mg
Metformin XR MRP 18.50 23.50
VAT (4%) 1 1
17.50 22.50
ED
(8%) 1 1
16.50 21.50Discount to
retailer 15% 2.5 3
Price to Retailer(-ED & VAT) 14 18.50
Discount to Stockist 8% 1 1.5
Price to Stockist (NR)
(-ED & VAT) 13 17
Excise Duty 500mg 1000mg
MRP 18.50 23.5065 (%) 12 15
ED (8%) 1 1
METFORMIN XR
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Price elements
Yr 1 Yr 2 Yr 3
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 500mg
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Price elements
Yr 1 Yr 2 Yr 3
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%
METFORMIN XR 1000mg
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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 exp
0.25 Cr(25%) 0.24 Cr (20%)
0.23 Cr (15%)
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
FINANCIAL SUMMARY
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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
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7th April 2009 Launch of
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It is not the end it’s just the beginning………