Brand Plan for the launch of Brand-X

Brand Plan for the launch of Brand-X (Clopidogrel 75mg)

Satyajit Hui

Bangalore

MAT (Moving Annual Total) India figure (Nov-13 to Oct-14)

Angioplasty drugs Value (Cr) MS% CAGR%

1 Anti-platelets 584 100 13

2 Clopidogrel 198 34 -3

3 Clopidogrel+ASA 102 22 4

4 Clop+ASA+Atorvastatin 82 14 22

5 Clopidogrel+Atorvastatin 66 11 48

1 Clopilet 46 23 -3

2 Clopitab 30 15 4

3 Deplatt 28 14 1

4 Clavix 21 11 0

5 Clopivas 15 8 23

6 Ceruvin 13 7 0

7 Plavix 9.2 5 328

Clopilet Clopitab Deplatt Clavix

Clopivas Ceruvin Plavix

Clopidogrel

Clopidogrel+ASA

Clop+ASA+Atorvastatin

Clopidogrel+Atorvastatin

Rankings

198 Cr

No. 1 Brand

Present market of Clopidogrel (alone) in India

Market Forecast: • Anti-platelets market is

growing by 13% CAGR.• Clopidogrel standalone

market is showing marginally negative growth.

• Growth expected to be driven by clopidogrel +ASA+Atorvastatin combo or clopidogrel +atorvastatin.

• Even there is a scope of clopidogrel 300mg, which used as loading dose during angioplasty.

Total anti-platelet Market:INR 584 CrGrowing at11% CAGR

Clopidogrel standalone: INR 198 Cr 34% market share-3% CAGR

Rx trend: There are 24000 total prescriber’sPrescribed 3,52,263 prescriptions per month.

Scope of Market

Company name & reputation in Pharmamarket, and amongst Doctors.

Proven Expertise in complete cardiology basket!

Quality of formulation

Attractive Packaging

Competitiveness

Formulation similar to that of key competitors.

There are 54 brands in the market.

Double the cost of per day therapy compare to other generics.

Increasing rate of angioplasty in India.

Increasing more no. of cardiology patients because of changing life style.

Entering into this segment can open the opportunity for clopid+ASA or clop+atorva or clop+ASA+atrova combo where market is growing much stronger rate

Strong competition posed by the big existing players such as Clopilet, Clopitab etc.

Brilanta (Astra), Ticagrelor is the biggest threat for clopidogrel.

Standalone clopidogrel market is not growing

Govt. of India may come with more price cut for essential product like clopidogrel (DPCO)

SWOT

SWOT Analysis

Pre-launch strategy in Bangalore market

Institute Pri PCI Sec PCI ACS Pat Cath lab Imp Drs

Jayadeva 150 600 2500 4 C N Manjunath

NH grp 100 500 1600 6 Mahalla, Pradeep S, Kannan, Nausad A

Fortis grp 100 120 500 4 Kesav, Gopi, Srikanth, Venkatesh, Vivek J

Vikram 5 45 175 1 Ranganath N, Sunil D, Padma K, Charith

Mallya 5 60 300 1 V K Srinivas

Manipal grp 15 75 350 3 Subhash C, Anand S, SS Iyanger

St Johns 5 20 350 1 Kiran V, Santhosh H

Columbia 5 20 200 1 Prabhakar S, Karthik V

Satya sai 25 200 1000 2 Baruah, P K Dash

Vydehi 5 20 250 1 Vijay Kumar

Trinity 30 70 300 1 B G Murlidhar

Ramaiah 25 75 700 2 VSP, Nagamallesh

Panacea 3 17 100 1 Mahantesh, Srinivas S, Bangaru

Mys-Vikram 5 35 150 1 C V kesavmurthy, Rajgopal, Jaikumar

Mys-Jayadeva 10 40 250 1 Sadanand, V Kesavmurthy

488 1897 8725 25

Pre-launch strategy in Bangalore market

Target Customers

IC-PCI IC-MM CC-MM Neuro- Stroke Vas-PAD

101 95 340 32 20

Customers

Segmentation

Targeting Engagement Positioning

Tier-1 Top ICs Price InsensitiveKOL engagement

-Generic/Tica to Brand-X -Start from angioplasty including loading dose

Tier-2 Mid ICs Price sensitiveRTMs, engagement

Generic to Brand-X

Tier-3 MMPrefer high/low priced generics

Group activities Generic to Brand-X

Tier-4 CC/CPs Low price generic Only calls Not to target

Tier-5 Neuro Price Insensitive Dept. meet Selectively

Tier-6 Vascular Price Insensitive Dept. meet Selectively

During the launch- Strategy

New product performance depends on…. Success

of New

product

Our capabilities Doctor level

Pharmacy level Competition

•Volume (Call avg)•Focus (Frequency)•Value (In-chamber)

•Availability•Margin•Substitution

•Treatment algorithm•KOL development•Engagement Plan

•Activity•Engagements•Conversion

Treasure cards 1,2 3

Launch to the doctor, prior appointment, some activity during launch

Launch with group activity

Frequent reminder calls, What’s app/ reminder message/ email s

Launch with specialized inputs

Focus on brand awareness, reminder, engagement, fulfilling customers academic needs

Short call: Interview, demo & closing

Long call: Opening, Interview, demo, validation & closing

Regular follow up, Prescription watch

RTMs: With referral doctors

Campaign: World heart, Doctors day, Women’s day etc.

Low budget targeted dept meet (cardio, cath lab juniors drs, neuro, vascular etc.)

Keeping samples in Ambulance

Sampling (selective bases)

Keeping samples to emergency dept, because all treatments start there

Keeping bulk samples to CCU/cath labs- to initiate Brand-X on day-1 & to form protocol

Post Launch strategy Initiative to ensure proper Execution

KOL/ KBL engagement program

Activity type No. Budget Total ExpApprox

datePurpose

1ICS 2/Year 50000 100000 Apr, Sep

Brand awareness & brand building

2 Dept Meet 3/FF/Year 10000 300000 1 in cycle Brand association

3 RTMs 4/FF/Year 8000 320000 Qtrly one Brand building

4CCI Journal

5/FF Monthly

6000 300000 Monthly Brand value

5Partnership

Prog5/FF/Year 200000 SOS

Brand loyalty, custsatisfaction

1220000

Strategy for Hospital pharmacy, specialty chemist

Institute No. of angio Potential

Jayadeva 750 3500

NH 600 2500

Ramaiah 100 1750

Fortis grp 200 1500

Manipal grp 100 1000

Chain of pharmacy: No of counter Per month sales

Medplus Over 300 10000

Apollo Over 175 5000

Trust 35 1000

Others 50 2000

To do something or to give some special rate over these counters

Suppose in Bangalore city

there are 10 people working

Secondary sales planning for 2015

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr Yearly

To reach 2000 strips 1st Qtr To reach 5000 strips 2nd Qtr To reach 9000 stp/m 3rd Qtr To reach 14000 stp/m 4th Qtr

1st qtr (35 new pat/FF) Total 2nd qtr (39 pat/FF) Total 3rd qtr (48 pat/FF) Total 4th qtr (50 pat/FF) Total

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

No. of NEW patient acquisition per month

100 110 120 330 120 130 140 390 150 160 165 475 160 170 175 505 1700

One pat= 3 strips/ month & old pat are continuing

300 630 990 1920 1350 1740 2160 5250 2610 3090 3585 9285 4065 4575 5100 13740 30195

Value wise (per strips 10 tab*Rs.

20) = 200

60000 126000 198000 384000 270000 348000 432000 1050000 522000 618000 717000 1857000 813000 915000 1020000 2748000 6039000

Business Plan for 2015

In the year 2015 we are planning to reach 60L, means 5L/Month, means 50K/FF/MonthTo achieve the plan monthly we need to acquire 100-175 patients for the year1st month acquired patients will continue for next 12 month (minimum)



Secondary sales planning for 20161st Qtr 2nd Qtr 3rd Qtr 4th Qtr Yearly


1st qtr (43 new pat/FF)

Total 2nd qtr (50 pat/FF) Total 3rd qtr (61 pat/FF) Total 4th qtr (67 pat/FF) Total



130 143 156 429 156 169 182 507 195 208 214.5 617.5 220 225 230 675 2228.5


390 819 1287 2496 1755 2262 2808 6825 3393 4017 4660.5 12070.5 5320.5 5995.5 6685.5 18001.5 39393

Value wise (per strips 10

tab*Rs. 20) = 200

78000 163800 257400 499200 351000 452400 561600 1365000 678600 803400 932100 2414100 1064100 1199100 1337100 3600300 7878600


In 2nd year we have targeted 32% growth over 2015Therefore our target to reach 78L (calculated on MRP)I have not calculated old patients of last year those are continuing for minimum 1 year



Secondary sales planning for 20171st Qtr 2nd Qtr 3rd Qtr 4th Qtr Yearly


1st qtr (55 new pat/FF)

Total 2nd qtr (66 pat/FF) Total 3rd qtr (80 pat/FF) Total 4th qtr (88 pat/FF) Total



169 185.9 202.8 557.7 202.8 219.7 236.6 659.1 253.5 270.4 278.85 802.75 286 292.5 299 877.5 2897.05


507 1064.7 1673.1 3244.8 2281.5 2940.6 3650.4 8872.5 4410.9 5222.1 6058.65 15691.7 6916.65 7794.15 8691.15 23402 51210.9

Value wise (per strips 10 tab*Rs.

20) = 200

101400 212940 334620 648960 456300 588120 730080 1774500 882180 1044420 1211730 3138330 1383330 1558830 1738230 4680390 10242180


At the end of 3rd year I am aspiring to reach 1 cr mark, that is 15% market share, as total standalone Clopidogrel market stand for 7 Cr as per MAT data

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Main Communication Strategy

Stent Thrombosis

Acute ST24 hours

Sub acute (SAT)24 hours to 30 days

Late ST1 month to 1 year

Very Late STMore than 1 year

ST most commonly occurs in the first 30 days after stent implementationWe have to aggressively promote DOT of 1 year

Jan

PU CU Current Target Actual

Total No of doctor

No. of Pts on Clop/ Month

No. of Pts on Brand-x/ Month

Patients from Tica

DOT (days)

No. of Pts DOT

(days) No. of Pts

Patients from Tica

DOT (days)

IC - PCI 100 1,500 - - - - - - - -

IC - MM 80 200 - - - - - - - -

CC - MM 250 1,000 - - - - - - - -

Neuro - Stroke 60 350 - - - - - - - -

PAD 12 150 - - - - - - - -

Area Total 3,200 - - - - - - - -

Tracking Format

Long Term Profit

Product/Service quality

Brand/Firm Association

Relative Advantage

Innovation

Values and Heritage

Manage Employee capability

Customer Satisfaction/Brand Loyalty

Brand-X- Long term profitability

In-chamber communication in terms of long and short

calls . FF’s product & therapy knowledge &

business acumen to follow.

Proper selection of P1, P2 & P3 & proper assignment of

call frequency, KOLs engagement.

Field motivation program

Special product IncentivesNeed based Incentives/ RewardsSpecial recognition of innovative way of launching the productSpecial recognition of potential break throughRecognition on planning & executing activities in innovative way.Celebration of Success stories by SMS, Mail & What's appContinuous appreciation and recognition program on maintaining proper call average, frequency & in-chamber communication.

Thank you

Brand Plan for the launch of Brand-X

Documents

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