Flexin Marketing Report

December 31, 2012 Strategic Marketing Report on ‘Flexin’

Submitted To: Mr. Arif Vaseer 1


INDUSTRY INTRODUCTION

Pharmaceutical industry is one of the most important industries in the world. It is also

considered as one of the most profitable industries having the third most profitable economic

activity after the tourism and the finance industry. It was said that pharmaceutical industry

will expect to gain more than double of accounting to $1.3 trillion by 2014 with an annual

growth rate of 8% annually. In countries namely China, India, Brazil, Mexico, Indonesia,

Turkey and Russia have one fifth of global share in the pharmaceutical industry.

Pharmaceutical industry like any other industries needs to have a strong and unique

marketing strategy in order to succeed or stay in the business. The needs of their customer

changes as the season, the climate, the weather and the preference change. The innovation

and technology as well as organizational change of a certain business that are involved in the

pharmaceutical company changes as the needs, demands, taste and preferences of the world

change. Another factor that can affect the industry is the existence or appearance of new

diseases for example, headache, migraine, the Severe Acute Respiratory Syndrome, as well as

the bird flu. The said businesses need to discover medicine that will help cure or prevent

these diseases to help save the life of the people as well as to gain profit and build their name.

The pharmaceutical industry is one of the industries that are in great need of focus in

development and production as well as supply to help save lives, prevent diseases as well as

to assist in maintaining the quality of life.

Medicines and drugs have a huge contribution to the health of the world. The discovery and

the development as well as the effective use of drugs had helped to improved the quality of

life of many people by helping to reduce the needs for surgical involvement and the span of

time that they will be spending in the hospital and therefore help many people to save money.

The consumption of drugs or medicine of the world is increasing every year due to the fact

that there are still many people in the world that are living an unhealthy life.

In the case of England, their citizens are spending £7 billion every year where in 80% of the

said amount are all spent on branded or patented products than those generics. United States

is considered as the largest market and the site of the most of the research and development in

the field of drug and medicine occupying 48% of share globally while UK is the center of the

world class science that handles the 10% of the global pharmaceutical R&D expenditure and

estimated to support 65% of all R&D related to health in UK.



ABOUT COMPANY

Abbott Pakistan is a global, broad-based health care company devoted to discovering new

medicines, new technologies and new ways to manage health. Their products span the

continuum of care, from nutritional products and laboratory diagnostics, through medical

devices and pharmaceutical therapies.

With over 70,000 employees worldwide and a global presence in more than 130 countries,

Abbott is committed to improving people's lives by providing cost effective health care

products and services that consistently meet the needs of our customers.

Abbott Pakistan is part of the global healthcare corporation of Abbott Laboratories, Chicago,

USA.

Abbott started operations in Pakistan as a marketing affiliate in 1948; the company has

steadily expanded to comprise a work force of over 1500 employees. Currently two

manufacturing facilities located at Landhi and Korangi in Karachi continue to use innovative

technology to produce top quality pharmaceutical products.

Abbott Pakistan has leadership in the field of Pain Management, Anesthesia, Medical

Nutrition and Anti-Infectives. Their wide range of products is managed and marketed through

three marketing arms.

On June 29, 2005 Abbott Pakistan Achieved Class 'A' accreditation against the Oliver Wight

ABCD Check list. This was an outstanding achievement, which puts Abbott Pakistan

amongst some of the best global companies in terms of operational excellence.

A continuous process of innovation, research and development at Abbott's worldwide

facilities enables Abbott Pakistan to offer effective solutions for various healthcare

challenges, with products and services that are well focused, within the customer's reach and

contribute to improved health care of the people of Pakistan.

Abbott believes that Corporate Social Responsibility is fundamental to earning and deepening

the trust of the people it serves, an integral part of its commitment to improve lives has

contributed to a number of humanitarian causes and supported various institutions in various

fields including health and education.



PRODUCT

Now a day in adults, tension and other different headaches are the most common problem. It

is observed in people who are usually busy in their work, home and social lives. This will

lead to tension headaches which tend to feel like a band across the forehead which are often

coupled with sensitivity in the muscles at the back of

the head and the neck. Tension headaches are

generally more common in women than men, and it

is estimated that around half of all women suffer

from at least one tension headache every two weeks.

Flexin (Naproxen) is an advanced tablet which is specially formulated to provide instant

cooling relief from the pain of migraine and severe headache at the point of pain and to help

relaxing tense head and neck muscles. The main triggers which help in causing this pain are

due to stress or anxiety about anything which ultimately leads to depression and then

headache. The other triggers can be poor posture of neck and depression.

These headaches last from thirty minutes to seven days which feel like pressing or tightening

around the head which brings on mild to moderate pain which brings in resulting pain on both

sides of the head. Tension headaches can be relieved by avoiding those situations that lead to

tension in the first place by finding out what is stressing and how we can we manage out and

put an end to it.

By keeping in view of the problems and current era stress in the youngsters this product is

also designed in such a way that this can also be used by the people of age group from 12

years and above. According to some studies medicine related to headache and migraine are

not good for those women who are pregnant or breast feed their child. So this product is

modified in a way that it can be used during pregnancy and breast feeding.

Sometimes for everyday stress, that nothing can be about, Flexin offers quick, natural relief

of tension headaches. The active ingredient of Flexin is Neproxen, which is 100% natural.

Flexin works by causing local sensations of coldness, or cutting of pain followed by a

reliving effect. This action of Naproxen is thought to relax local blood vessels and reduce

sensitivity to pain signals.



PAKISTAN’S HEALTH SECTOR OVERVIEW

Health is priority area of the Government activities. The high correlation between the

expenditures on health and productivity in developing countries like Pakistan is enough to

emphasize the importance of increasing health services as an aid to growth.

The Government has attached high priority to improving health facilities because of the high

cost of health and its socio-economic consequences. The new health strategy focused on

health sector investment in order to translate

economic success into social benefits. In Pakistan,

the coverage of health facilities has improved over

the years. The existing network of medical services

consists of 906 hospitals, 4,554 dispensaries, 5,290

basic health units (BHU’s), 552 rural health centers

(RHC’s) and the availability of 98,684 hospital beds.

Besides, there are 93,843 doctors, 5,530 dentists and

46,331 nurses in the country.

The Government in recent years has started giving due priority to health planning by

increasing the health allocation and trying out prioritized programmers with special focus on

particular diseases.

Although medical facilities in the country have improved significantly over the years and is

comparable with other countries of the region with similar socio-economic conditions but

there still remains a very large gap between the availability and requirements. The figures

available about the medical facilities clearly indicate the need for a further expansion in

health facilities. The low level of life expectancy (64 Years), high child mortality rate under 5

year age (105/1000) and high population growth rate at 2.2 percent points out to increasing

needs for better health care and preventive services in the country. The above scenario clearly

indicates the need for further expansion in health facilities and more investments in health

sector.



PAKISTAN’S HEALTH & PHARMACEUTICAL SECTOR (2011)

Growth Rate of Pakistan Pharmaceutical Sector 11.6 %

Share in GDP 1.85 %

Total No. Companies active in the Field 600

Operating Units out of Total 386

Market Leader GlaxoSmithKline (Pak) Ltd.

Total Investment 1.64 Billion US$

Total Volume of Pharmaceutical Market 34.5 Million US Dollar

Health & Pharmaceutical Sector Exports 292,786 Million US Dollar

Total Drugs registered with Ministry of Health 47,000

Source: Drug Control Organization, Ministry of Health, Pharma Bureau of

Information & Statistics Pakistan, and State Bank of Pakistan.

PAKISTAN’S PHARMACEUTICAL SECTOR OVERVIEW

Pakistan’s pharmaceutical market is small and equally split between multinational and

domestic companies. The pharmaceutical market in Pakistan is dominated by locally

manufactured pharmaceuticals, predominantly generic drugs, which meet around 80% of

country’s needs in 2011. Imported retail medicaments account for the remainder of the

market, although manufacturers rely heavily on imported raw materials for production, being

imported from countries like China, India, North America and Switzerland.

Pakistan is a promising country making advancement to different areas of production.

Pharmaceutical market in Pakistan has shown tremendous space in the recent times. Self

sufficiency is the hall mark of pharmaceutical oriented policies. The increasing export of

Pharmaceuticals from Pakistan is speaking for the quality which is being maintained for

manufacturing of Pharmaceuticals. The export market is expanding to almost all the

continents of the world covering almost 40 major countries. Surplus drugs are being exported



to a large number of countries particularly to the Asian and African regions with an

expanding trade in the newly emerged central Asian States. About a hundred million strong

populations of the Central Asian States, with almost no local manufacture of medicines,

offers an attractive market for pharmaceutical companies located in Pakistan.

Pakistan meets around 80% of its domestic demand of medicines from local production and

20% through imports. The total volume of pharmaceutical market size is US $ 1.64 Billion

approximately. The market for pharmaceuticals in Pakistan has been expanding at a rate of

around 10-15% since last few years.

Pakistan’s large population of more than 150 million people, expanding economy including

health services, individual rise in purchasing power, general awareness regarding use of new

molecules of drugs, etc. provides an ideal environment for investment in this field.

Presently the Pharmaceutical industry in Pakistan is producing all the major pharmaceutical

dosage forms. Similarly, there are some special products e.g. Immunological, anti-cancer

drugs, certain anti-diabetics, antidotes and products manufactured from biotechnology, which

are still being imported, in the finished form. These specific areas provide excellent

opportunities for investment. Only few bulk pharmaceutical raw materials are being

manufactured locally and most of the Pharmaceutical raw materials are being imported in

large quantities from different counters of the world. This Sector also give challenge to

explore and avail the opportunities.

At Present 30 multinational Pharmaceutical units are producing their products in Pakistan.

334 national/ local units are involved in pharmaceutical manufacturing. The Pharmaceutical

manufacture and trade in Pakistan is regulated through the Drug Act 1976, and the rules

framed there under. This is a fairly comprehensive law. Pakistan was the first amongst the

developing countries in the world to have introduced Good Manufacturing Practices as a

mandatory requirement. Registrations are granted by the Central Licensing and Registration

Board.

Source: Ministry of Health & Drugs control Organization & Ministry of Health.

TOP 10 GLOBAL PHARMACEUTICAL INDUSTRY LEADERS



1. Bristol-Myers Squibb

2. Glaxo SmithKline

3. Johnson & Johnson

4. Sanofi Aventis

5. Pfizer

6. Schering – Plough

7. Abbott Laboratories

8. Millennium Pharmaceuticals

9. Teva Pharmaceutical Industries

10. Daiichi Sankyo

Source: IMS Health, IMS Drug Monitor

According to the data of 2008-09, GlaxoSmithKline (GSK) tops the list of best

pharmaceutical brand in Pakistan with an average of 11.59% market share and a growth rate

of 8.9% annually. Among national companies, Getz Pharmaceuticals tops the list with a

growth rate of whopping 70% for the last 3 years with a market share of 3.76%. Sami

Pharmaceuticals also tops the list with a market share of 2.79%.

Pakistan’s Pharmaceutical market is the 10th largest in the Asia Pacific, behind the Philipines

with market of US$ 2.58 Billion. Annual Per Capita spending on medicine is US$ 10 in

Pakistan, which is far below the regional average of US$ 142.

REGISTRATION OF DRUGS



Registration of a drug is granted by the Registration Board, set up by the Federal Government

under the Drug Act, 1976. This Board, which comprises 21

experts in the field, before registering a drug, satisfies

itself of its safety, efficacy, quality and economy. The

Board also take into consideration the public interest,

addition, in respect of registration of a drug for local

manufacture, it is ascertained that the manufacturers

possesses matching facilities.

1. Application for Registration – An application

for registration of a drug to be manufactured locally is made in a prescribed Form-

5 under the Drugs (Licensing, Registering and Advertising) Rules, 1976. An

application for registration of a drug to be imported is made in prescribed Form-5

(A) under the said rules.

2. Evaluation of the Application – The respective offices evaluate the application.

It takes 3-6 months to process the applications for branded generics drugs and 6-

12 months in respect of new molecules.

3. Orders of the central Licensing Board - Once the application is complete and

has been evaluated it is placed before the Registration Board for its orders.

4. Separate Application – For every potency / strength of a drug a separate

application is required.

5. Period of License – A registration once granted is valid for a period of 5 years.

6. Renewal of License – A registration is issued for a period of five years at a time,

after which it is renewable on an application. Once an application for renewal has

been made in time, the registration continues to be in force till the decision on the

application.

7. Suspension/Cancellation/ Denial for Renewal of License – A registration may

be suspended or cancelled for renewal denied if the holder of the registration fails

to comply with the conditions of registration.

The Federal government has set up Expert committees including a committee on Biological

and a committee on Veterinary Drugs for furnishing opinion after drug’s evaluation. The

Registration Board also considers their opinions.



KEY CUSTOMER MARKETS:

CONSUMER MARKETS:

“The consumer market represents individuals and families purchasing goods and services for

personal consumption. The consumer market excludes business or government purchases, or

other non-personal investments.” The consumer market is segmented into goods and services.

Goods include durables such as cars and furniture, and non-durables such as food, clothing

and gasoline, Services include items such as housing, electricity, phone, cable, Internet,

health care, airlines, trains, buses, restaurants and banks (Banks, M. R, 2000).

Flexin targets both segment of Market because in Product Category, Flexin is a Tangible

thing that one can Touch, Feel and See and in Services it has Dual Effect toward Headache

and Migraine that is relaxing and cooling, so it gives very valuable services to the consumer.

In both ways, Flexin plays a vital role in consumer marketing.

GLOBAL MARKETS:

Trade in primary raw materials and manufactures has been recorded throughout history, with

goods produced in many regions and exchanged in markets around the globe. Global markets

in this context comprise a number of local exchanges, operating in tandem, and influencing

market prices through the generally accepted interaction of supply and demand” (Sasser,

1996).

A company enters into the global market when it goes internationally and involves in foreign

trade and accordingly Flexin has entered in the global market as has already launched in

different America States and European countries and now they have a plan to enter in the

other continents market to compete globally. In Pakistan it is available on big Retailers and

Medial Stores like Metro, Shaheen Chemist, D. Watson, Khattak’s, Medi-Plus, W. Wilson

and many other places.



ANALYSIS OF CUSTOMER NEEDS AND WANTS

Learning about customer needs and wants is an important part of competitive analysis as

well. A customer priority has become our business priority. In addition the businesses should

take care that they must not limit their study to priorities that are already manifested in the

marketplace. Indeed, new product development and new innovations in service are essential

to business success in any industry.

In the graph below, an estimate of the number of patients of migraine and their percentage in

Pakistan among different Genders is drawn. Patient from 10 years to 30 Years have more

Migraine problem in Pakistan. After the age of 30, the number of patient’s decreases slightly.

In the early ages, Men have more Migraine problem as compared to Women but after 50,

women have more Migraine Problems.

The Percentage of Patients belongs to different age groups and Gender faces two types of

headaches mostly. One is Migraine and the second one is Tension Type Headache. People at

early age suffer less Tension Type Headache as compare to those people who belong to the

age group of 40 to 70 years old. The rate of people suffer from Migraine is more in the people

belong to the age of 50 to 30 Years.



The graph above shows the Problem of Tension Type Headache and Migraine people suffer

in a Month. The people suffer from TTH and Migraine 5 times or less than 5 times in a month

have a percentage of 4 to 48 Percent respectively. People who suffer TTH and Migraine in

6 – 14 times in a month having percentage of 11 to 25 percent respectively and the people

having TTH and Migraine problem more than 14 % in a month have a number of 85 and 35

Percent respectively.

In the above graph, a complete Industry Analysis of Pharmaceutical Industry of Pakistan as

well as it exhibits the complete picture of Pakistan Health Sector. In the above Graph

percentage of Patients of Migraine and Headache are shown. It shows that Flexin has a huge

market in Pakistan.



DEFINING COMPETITORS

The first step is to define your universe of competitors that some businesses may offer

products or services that largely mirror those offered by your own company, while others

may only dispense one or two products & services that compete with your company's

offerings. The business conducting the competitive analysis has to decide whether latter

examples of competition are incidental or whether they present a potential threat to the

business's financial well-being. If we compare it with the pharmaceutical industry we will

find that these companies are Consultants and business experts who also recommend that

small business owners scan the horizon for potential as well as current competitors. The

gumption of entrepreneurs coupled with the 24-hour electronic flows of capital they can

access worldwide means that competitors suddenly turn up out of nowhere and traditional

barriers to entry in any business fall like bricks in an earthquake.

BASIS OF COMPETITION IN PHARMACEUTICAL INDUSTRY

Pharmaceutical industry is considered as one of the highly competitive industry in the world.

The number of the companies that are emerging in the said industry is the most obvious

evidence that shows the growth and improvement as well as the development of the said

industry. It also shows that those businesses are entering in the said field because it offers a

profitable future for their businesses. Because of the growing demand for the medicine as

well as drugs and the growing numbers of pharmaceutical businesses and companies in the

world, the competition in the said industry is also high. That is the reason why there are many

companies that are spending much for their development and enhancement planning as well

as other activities that will help them to innovate and improve.

Like any other industries and businesses, the pharmaceutical industry is facing a massive

amount of new challenges. There are many factors that affect the overall competition in the

said industry and there are many factors that can add to the competitive advantage of one

particular pharmaceutical company in order for them to be one of the biggest players in the

said industry.



Pricing and other competitive strategies have been altered by the development of information

technology and other related forces. There are many factors that can affect the competition in

the pharmaceutical industry. The first and foremost is the pricing strategy of any

pharmaceutical company. It can affect the supply and demand side of the pharmaceutical

industry. On the side of the demand, drugs are prescribed by the physicians but due to the

lacking of the necessary information about the comparative prices, consumers will attempt to

gather or aggregate decentralized information by getting information from another patient

that have been into that situation or experience or what so called the herd behavior effect

(2006).

On the other side which is the supply side, pricing strategies are convoluted by the fact that a

firm can convey or permit programmed experiences to other firms (2006). The liking has

been for firms in industrial countries to force down their government for a more strengthened

patents regulation in foreign, particularly less developed countries. Domestic manufacturer’s

claim that they can sell abroad at higher prices if patent laws are strengthened (2006). Pricing

strategy is important to the pharmaceutical companies because most of the consumers,

especially those who belong to the lower class C, always settle for the low price of medicine

or drug.

Another important factor is the research and development. This two said aspects are very

important to any company or industry because innovation is considered as one of the key to

have a competitive advantage. Patenting of medication or pharmaceutical products has a great

affect to the competition in the said industry. The research development teams as well as the

laboratories have been part of a wide competition of who will first discover the antidote for a

specific disease or who will first develop and medicine that will handle or prevent specific

dilemma.

Patents have made the prices of a specific medical product to increase because it gives way to

monopoly of the drugs in the market, because it is believe that the price of the pharmaceutical

products will decrease or will be maintained if the competition will be encouraged.

Competition depends on the pricing process of a specific industry; according to (1995)

differential pricing is the result of the increased opportunities for price discrimination or the

result of the presence of quality or cost differences in diverse sections of prescription drug

markets. Therefore the price discrimination and differentiation are driven not just by the



exposure of a certain segment of the population which can afford it but by the cost, the

product amenities (2006).

Another factor that can affect the overall performance of pharmaceutical businesses is the

presence of the generic drugs. These are the drugs or medicines that are offering the same

effective power of a particular substance or chemical but in a low price. This is the main

competition of the companies that are offering branded medicine most of the consumers are

settling for the cheap but effective medicines (2006).

That is the reason why many pharmaceutical companies more specifically the

GlaxoSmithKline are spending most much in their development and research planning and

supporting their studies and theory in order for them to create a revolutionary medical

product that will cater the needs, demands, preferences and taste of their consumers. The

main reason why pharmaceutical companies are spending millions of dollars for their

research planning and development is because each and every company is candidate for a

marathon for innovation. The first one to get to the finish line will get an ultimate gift of

competitive advantage.

COMPETITOR ANALYSIS

Bruce Sheiman provided an outline of the importance of competitive analysis to the

pharmaceutical industry that is fairly representative. First, it is critical to discover whether a

competitor is trespassing on your proposed pharmaceutical industry or market franchise or it

is whether a competitor renders your company idea which is not required. Secondly

competition helps to define a pharmaceutical industry market position. Every product has

competition if not then it needs competition to stay in market. Third way is that these

companies give you competition which is helpful to compete for making your product as a

bench mark. By studying your competitors, we can learn much about developing our product

its improvements and innovation.

The competitors of Flexin in the market are many offering a number of treatments for

migraine headaches. A list of them along with their special attributes, brand name, company

name and dosages is as following:



MIGRAINE TREATMENTS

Generic & Class Brand & Company Strength Formulation

s† Usual Dose

ANALGESIC + BARBITURATE

acetaminophen DOLGIC PLUS (Victory Pharma)

750mg Rx tabs Children: not recommended. Adults: 1 tab every 4 hrs; max 5 tabs/day.

butalbital 50mg

caffeine 40mg

acetaminophen ESGIC PLUS (Mikart)

500mg Rx scored tabs; caps

Children: not recommended. Adults: 1 cap or tab every 4 hours as needed.

butalbital 50mg

caffeine 40mg

acetaminophen FIORICET (Watson)

325mg Rx tabs Children: not recommended. Adults: 1–2 tabs or caps every 4 hours as needed; max 6/day.

butalbital 50mg

caffeine 40mg

acetaminophen PHRENILIN (Valeant)

325mg Rx tabs Children: not recommended. Adults: 1–2 tabs every 4 hours; max 6 tabs daily.

butalbital 50mg

ANALGESIC + BARBITURATE + OPIOID

acetaminophen FIORICET w. CODEIN E (Watson)

325mg CIII caps Children: not recommended. Adults: 1–2 tabs or caps every 4 hours as needed; max 6/day.

butalbital 50mg

caffeine 40mg

codeine phosphate

30mg

ANALGESIC + SALICYLATE

acetaminophen BAYER MIGRAINE FORMULA (Bayer Consumer)

250mg OTC

caplets Children: not recommended. Adults: 2 caplets with a glass of water. Max 2 caplets/24 hours.

Aspirin 250mg

caffeine 65mg



acetaminophen EXCEDRIN MIGRAINE (Novartis Consumer Health)

250mg OTC

tabs Children: not recommended. Adults: Take with full glass of water. ≥18yrs: 2 tabs every 6 hours as needed; max 8 tabs/day for 2 days.

Aspirin 250mg

caffeine 65mg

ANALGESIC + SEDATIVE + SYMPATHOMIMETIC

acetaminophen MIDRIN (Women First Healthcare)

325mg CIV caps Children: not recommended. Adults: Tension: 1–2 caps every 4 hours; max 8 caps/day. Migraine: 2 caps once then 1 cap every 1 hour; max 5 caps/12 hours.

dichloralphenazone

100mg

isometheptene mucate

65mg

ANALGESIC + SYMPATHOMIMETIC

acetaminophen MIGRATEN (Azur Pharma)

325mg Rx caps Children: not recommended. Adults: Tension: 1–2 caps every 4 hours; max 8 caps/day. Migraine: 2 caps at once, then 1 cap every hour until relieved; max 5 caps/12 hours.

caffeine 100mg

isometheptene mucate

65mg

BARBITURATE + SALICYLATE

Aspirin FIORINAL (Watson)

325mg CIII tabs; caps Children: not recommended. Adults: 1–2 tabs or caps every 4 hours as needed; max 6/day.

butalbital 50mg

caffeine 40mg

BARBITURATE + SALICYLATE + OPIOID

Aspirin FIORINAL w. CODEIN 325mg CIII caps Children: not



E (Watson)

recommended. Adults: 1–2 tabs or caps every 4 hours as needed; max 6/day.

butalbital 50mg

caffeine 40mg

codeine phosphate

30mg

ERGOT ALKALOID

dihydroergotamine mesylate

D.H.E. 45 (Valeant)

1mg/mL Rx IM, IV, or SC inj

Children: not recommended. Adults: 1mL IV at 1 hour intervals; max 2 doses/day. Or, 1mL IM or SC at 1-hour intervals; max 3 doses/day. For all: max 6 doses/week. Do not use chronically.

MIGRANAL** (Valeant)

4mg/mL Rx nasal spray Children: not recommended. Adults: 1 spray in each nostril, repeat 15 minutes later; max 6 sprays/24 hrs and 8 sprays/wk.

ergotamine tartrate

(various) 1mg Rx tabs Children: not recommended. Adults: 2 tablets at onset of attack, then 1 tablet every ½ hour if needed; max 6 tabs/attack, 10 tabs/week.

caffeine 100mg

ergotamine tartrate

(various) 2mg Rx rectal supp Children: not recommended. Adults: 1 supp rectally at onset of attack, then 1 supp after

caffeine 100mg



NON-STEROIDAL ANTI-INFLAMMATORY (NSAID)

diclofenac potassium

CAMBIA (Nautilus)

50mg Rx Buffered pwd for oral soln

Children: <18yrs: not recommended.Adults: ≥18yrs: mix 1 packet (50mg) with 30–60mL of water only and drink immediately.

ibuprofen ADVIL MIGRAINE (Wyeth Consumer Healthcare)

200mg OTC

liquid-filled caps

Children: <18yrs: not recommended.Adults: ≥18yrs: Usually 400mg once daily.

MOTRIN MIGRAINE PAIN (McNeil Consumer & Specialty)

200mg OTC

caplets Children: <18yrs: not recommended.Adults: ≥18yrs: Usually 200mg–400mg once daily.

SELECTIVE 5-HT1B/1D RECEPTOR AGONIST

almotriptan (malate)

AXERT (Janssen)

6.25mg, 12.5mg

Rx tabs Adults and Children: <12yrs: not recommended. ≥12yrs: 6.25mg or 12.5mg single dose; may repeat once after 2 hours; max 25mg/24hrs. Hepatic or severe renal impairment (CrCl 10–30mL/minute) or concomitant potent CYP3A4 inhibitors (eg,



ketoconazole): initially 6.25mg once; max 12.5mg/24 hours. The safety of treating an average of more than 4 headaches over 30 days is not established.

eletriptan HBr RELPAX (Pfizer)

20mg, 40mg

Rx tabs Children: <18yrs: not recommended.Adults: ≥18yrs: 20mg or 40mg once. Reevaluate if no response. May repeat once after 2 hours; max 80mg/day. The safety of treating an average of more than 3 headaches in a 30-day period has not been established.

frovatriptan (as succinate)

FROVA (Endo)

2.5mg Rx tabs Children: <18yrs: not recommended.Adults: ≥18yrs: 2.5mg with fluids; may repeat once after 2 hours; max 7.5mg/24 hours. Reevaluate if no response after 1st dose. The safety of treating an average of more than 4 headaches in a 30-day period has not been established.

naratriptan HCl AMERGE (GlaxoSmithKline)

1mg, 2.5mg

Rx tabs Children: <18yrs: not



recommended.Adults: ≥18yrs: 1mg or 2.5mg with fluids; may repeat once after 4 hours; max 5mg/24 hours. The safety of treating, on average, more than 4 headaches in a 30-day period has not been established. Mild-to-moderate renal or hepatic impairment: consider lower initial dose; max 2.5mg/24 hours.

rizatriptan (as benzoate)

MAXALT (Merck)

5mg, 10mg

Rx tabs Children: <18yrs: not recommended.Adults: ≥18yrs: Initially 5 or 10mg; may repeat after 2 hrs; max 30mg/day. Concomitant propranolol: use 5mg dose; max 3 doses/day. The safety of treating, on average, more than 4 headaches in a 30-day period has not been established.

MAXALT-MLT* (Merck)

5mg, 10mg

Rx ODT

sumatriptan (as succinate)

ALSUMA (Meridian Med Tech)

6mg/0.5mL

Rx soln for SC inj

Children: <18yrs: not recommended.Adults: ≥18yrs: one (6mg) dose SC to the lateral thigh or upper



arm only. Reevaluate if no response. May repeat after 1 hour; max two (6mg) doses in 24 hours.

IMITREX INJECTION (GlaxoSmithKline)

4mg/0.5mL, 6mg/0.5mL

Rx SC inj Children: <18yrs: not recommended.Adults: ≥18yrs: 6mg SC (may start at lower dose if 6mg not tolerated). Reevaluate if no response. May repeat after 1 hour; max two 6mg doses in 24 hours.

IMITREX NASAL SPRAY (GlaxoSmithKline)

5mg per spray, 20mg per spray

Rx nasal spray Children: <18yrs: not recommended.Adults: ≥18yrs: 5mg, 10mg, or 20mg once. Reevaluate if no response. May repeat once after 2hrs; max 40mg/day. The safety of treating an average of more than 4 headaches in a 30-day period has not been established.

IMITREX TABLETS (GlaxoSmithKline)

25mg, 50mg, 100mg

Rx tabs Children: <18yrs: not recommended.Adults: ≥18yrs: 25–100mg once, swallow whole with fluids as soon as possible after migraine



onset; may repeat dose at intervals of at least 2hrs, max 200mg/day; or single-dose tablets up to 100mg/day if injection has been used. Hepatic dysfunction: max 50mg/dose. The safety of treating an average of more than 4 headaches in a 30-day period has not been established.

SUMAVEL DOSEPRO (Zogenix)

6mg/0.5mL

Rx soln for SC inj

Children: <18yrs: not recommended.Adults: ≥18yrs: one DosePro (6mg) SC to the abdomen or thigh only. Reevaluate if no response. May repeat after 1 hour; max two DosePro (6mg) doses in 24 hours.

zolmitriptan ZOMIG (Impax)

2.5mg+, 5mg

Rx tabs Children: <18yrs: not recommended.Adults: ≥18yrs: Initially 2.5mg or lower once. If headache returns, may repeat after 2 hrs; max 10mg/day. Reevaluate if no response after



1st dose. The safety of treating an average of more than 3 headaches in a 30-day period has not been established. Hepatic impairment: use low dose. ZMT: dissolve on tongue and swallow without water.

ZOMIG NASAL SPRAY (Impax)

5mg per spray

Rx nasal spray Children: <18yrs: not recommended.Adults: ≥18yrs: 5mg once. If headache returns, may repeat once after 2 hrs; max 10mg/day. Reevaluate if no response after 1st dose. The safety of treating an average of more than 4 headaches in a 30-day period has not been established. Hepatic impairment: use low dose oral form.

ZOMIG-ZMT* (Impax)

2.5mg, 5mg

Rx ODT Children: <18yrs: not recommended.Adults: ≥18yrs: Initially 2.5mg or lower once. If headache returns, may repeat after



2 hrs; max 10mg/day. Reevaluate if no response after 1st dose. The safety of treating an average of more than 3 headaches in a 30-day period has not been established. Hepatic impairment: use low dose. ZMT: dissolve on tongue and swallow without water.

SELECTIVE 5-HT1B/1D RECEPTOR AGONIST + NON-STEROIDAL ANTI-INFLAMMATORY (NSAID)

sumatriptan (as succinate)

TREXIMET (GlaxoSmithKline)

85mg Rx tabs Children: not recommended. Adults: Swallow whole. 1 tab once; may repeat once after 2 hours; max 2 tabs/day. The safety of treating an average of more than 5 migraines in a 30-day period has not been established.

naproxen sodium 500mg

NOTES

* = contains phenylalanine ** = contains caffeine + = scored tablets

† tabs = tablets; caps = capsules; inj = injection; ODT = orally disintegrating tablets; soln = solution; supp = suppositories; IM = intramuscular; IV = intravenous; SC = subcutaneous

(Rev. 9/2012)



SWOT ANALYSIS OF COMPETITOR

Strengths:

Abbott Pakistan has a leadership in the field of Pain Management, Anesthesia, Medical

Nutrition and Anti-infective. Abbott Pakistan has integrated itself horizontally in the market

as it acquired Knoll Pharma in 200. The strategy was applied to gain access to the new

suppliers, distributors, customers, products and creditors. Abbott Pharma also has strong

Research and Development capabilities. Other than these, it has the following strengths:

Good company reputation.

Strong distribution network.

Strong brand positioning.

Have deep roots in the Pharma business.

Excellent professional management team

Weakness:

The weaknesses that Abbott Pakistan faces are:

Comparatively high price.

Lacking of deep rural penetration.

Employee rededication - High Field Force turnover.

Opportunity:

There are many opportunities that are waiting for the competitors that will help them to grow

and expand. Innovation will help the company to retain and expand their current market.

Another factor is the increasing awareness of the world about how important is heath.

Increase per capita income.

High rate of population increase in Pakistan.



Promotion intensive market.

Increasing healthcare awareness

Threats:

STRENGTHS

Patents

Brand names

Reputation

Knowledgeable and skilled

development team

Efficient technologies, R&

D and laboratories

WEAKNESSES

Comparatively high price.

Lacking of deep rural

penetration.

Employee rededication -

High Field Force turnover

OPPORTUNITIES

Increase per capita income.

High rate of population

increase in Pakistan.

Promotion intensive market.

Increasing healthcare

awareness

THREATS

Generic drugs

Fake medicines

Presence of potential and more

efficient products

The widespread use of herbal

medicine

The threats that the competitor will be facing is the new, potential and more efficient products

in the market including the presence of local companies that offer the same products that is

offering by all the competitors and another factor is the widespread use of herbal medicine.

The most important threat that the whole pharmaceutical industry is facing is the presence of



fake medicines that can affect not only the image of the manufacturing companies but also

the health of world. Also another threat is the high Inflation Rate.

COMPETITIVE ADVANTAGE:

Superiority gained by a firm when it can provide the same value as its competitors but at a

lower price, or can charge higher prices by providing greater value through differentiation.

Competitive advantage results from matching core competencies to the opportunities (Brady

and Robertson, 2001)

In other words as we understand it, the competitive advantage is an advantage over

competitors gained by offering consumers greater value, either by means of lower prices or

by providing greater benefits and service that

justifies higher prices. The goal of much of business

strategy is to achieve a sustainable competitive

advantage. Flexin has a strong brand name in U.S.A

as with diverse management and when taking this

brand in Pakistan, it keeps its unique effective way

to get relief from the pain.

Michel Porter has identified two basic types of

competitive advantage:

Cost advantage

Differentiation advantage

So in Flexin Naproxen strategy focusing on Cost Advantage and also being the effective

pain relieving agent.



DEMOGRAPHICS:

Age:

The total Population of Pakistan is almost

187,342721 approximately. The growth

rate of population is 1.573% per year. The

Age Structure is 35.4% are children’s

belong to 0-14 Years old. 60.4% people

belong to 15 year to 64 years old and the

number of people 65 years old and above

are just 4.2 % of the total Population of

Pakistan. The usage of Flexin is from 5 year old child to 70 years old person. It means we are

targeting almost 92% population of the whole country. So we have a huge market in Pakistan.

Gender:

Up till now, our product is targeting Male and female both Genders belong to age 5 to 70

Years. The ratio of male and female in Pakistan is 48 % and 52% in Pakistan.

Death and Birth Rate:

The Birth rate in Pakistan is 24 Births in 1000 Families per day but the Death Rate in

Pakistan is just 7 people in 1000 Families per day. Almost 60% people suffering from

Migraine and Headache. Degree of Risk in Diseases in Pakistan is very high because of

Unhealthy Food and Water, Vector borne Disease and Animal as well. The health

expenditures are almost 3.0% of our GDP.

Income:

The product targets every customer especially from lower medium Family to Upper Class

Family. It is little bit costly as compare to Tablets but Flexin has no side effects and



formulated to provide instant cooling relief from the pain of migraine and severe headache at

the point of pain, and to help relax tense head and neck muscles.

Ref: http://www.indexmundi.com/pakistan/demographics_profile.html

SOCIAL CLASSES IN PAKISTAN

In Pakistan these are the some Social Classes are exist:

1) Upper Social Class

2) Middle Social Class

3) Working Social Class

1. Upper Social Class

The upper social class which generally have high level of income and belong to

be most high paying profession and they live in most cleanest place of the country and money

will be no problem for them and their size is 8% of the total society and approximately 3.7

million they have 60% to 65% of money of the country.

They are actually

High status leadership

Big business man

Top management of the company

2. Middle Social Class

Middle Social Classes represents those entire people having

their own well established small businesses, or they work as a Manager or Asst. Manager in

any organization. The children of these society study in Local Universities or in Private

sector institutes. The contribution of these classes population in the society is 35% out of the

total population their population is 53 to 54 million of the total population.

They are actually

They are small to medium size business man.

Middle management


http://www.indexmundi.com/pakistan/demographics_profile.html


Low ranking Govt. officer

3. Working Social Class

The populations we count in Working Social

Class are not much more educated they are not in

very good profession their income is low and

they build one two room small houses. In

Pakistan these people faces the electricity, water

and Gas problem as well. The size is 57% out

total population of Pakistan.

They are actually

They are very small size shop owner. Skill, semi skill & unskilled

Low grade Govt. staff ( Peons, Driver)

Poor former

Political worker

The Population targeted for Flexin is basically Upper Social Class and Middle Social Class

and somehow Working Social Class of Pakistan. Because Upper Social Class and Middle

Social Class can get the product easily from the market and as per the Pricing Strategy the

Price of Flexin is little bit high as compared to the all the those product people use for

Headache problem. So it can be said that it targets almost 60% of the total population of

Pakistan.

Ref : http://wiki.answers.com/Q/What_are_the_social_classes_in_Pakistan#ixzz1hKt2H3lN


http://wiki.answers.com/Q/What_are_the_social_classes_in_Pakistan#ixzz1hKt2H3lN


PORTER’S FIVE COMPETITIVE FORCES EVALUATION

RIVALRY AMONG COMPETING FIRMS:

Pharmaceutical industry in Pakistan has gain higher growth in the market form last decade in

Pain Management. It has moved ahead from being developing stage but hasn’t got a perfect

development. However, threat of competitors is still an important factor that govern the

operations of this industry; particularly the rivalry between Pharmaceutical industry of

Pakistan. Every company in the industry is striving to develop a competitive edge and

nationally expand as large as possible. Whereas, worldwide inflation and changes in

customer’s perceptions and attitudes is also a driving force toward increased competitive

rivalry. Competitive rivalry in the case of Flexin so high because people are use to of Tablets

and ordinary Methods of treatment.

THREAT OF NEW ENTRANTS:

Threat of new entrants in Pharmaceutical industry is high. This is because the barrier to enter

this market is quite low because little bit previous experience is required to start doing

business in apparel, customers have low brand preference and loyalty, they mostly get addict

of the product they use often and become habitual of that product. In Pakistani market people

are also Price Conscious so if a customer gets a better option elsewhere and that too, for a

lower price, he can switch to that option. But if we talk about specific Entrants of

Competitors in Migraine Strips that is medium because in this regard we are pioneer and if

we succeed we can drive the other forces. Moreover, the government itself not promotes to

any Pharmaceutical company to setting up of new businesses particularly in Pharmaceutical

industry.

THREAT OF SUBSTITUTE PRODUCTS:

In a Pharmaceutical industry, there is no substitute for Medicine because one has to have a

medicine to get rid of his or her pain but there may be a substitute on the procedure of

processing them as well as in comparison of prices. Pharmaceutical industry also faces threat



of substitute methods of processing. People, especially in a developing country like Pakistan

as well as literate population of Pakistan can easily get the new ideas of Substitute Product

and aware from the Modern Technology and have vast knowledge of Medicine available in

the Market. On the other hand people in Pakistan can find it comfortable to go and buy the

Product from Drug and Medicine Store nearest market from where they can also by other

necessary house hold items. Hence, if we failed to target to each area then for Flexin the

threat of substitute is very high.

BARGAINING POWER OF CUSTOMERS:

Bargaining power of customers is very high in Pakistan. This is because there many choices

to select from and secondly people are use to

the Tablet already in the market. There are few

medicines in Pakistan and although they

cannot be negotiated upon, but they are use to

that tablets. If talked about competing brands

like Paracetamol or Disperin, a buyer cannot

easily switch to other options because it is

observed in Pakistan that customers are loyal

to their brands in fact we can say that they are

use to that particular brand and it’s not easy to switch on other brand and they feel

comfortable by buying the products they are use to buy from. The purpose of product is

homogenous and the prices may either be uniform or else a buyer has to trade-off with quality

of the product.

BARGAINING POWER OF SUPPLIERS:

Bargaining power of suppliers is neither so low nor so high in Pharmaceutical Industry. This

is because they have to have sold their products in the market. In the case of Flexin, they

have a complete their own Supply Chain Management System. So we have to place the order

and supplier has to deliver the order on time because both of us have same purpose to target

more customers and gain more market share.



FLEXIN SUPPLY CHAIN

Flexin’s SCM mission is to configure, coordinate and improve all the sequentially related

activities and set of operations with the idea of satisfying the entire chain of suppliers’

suppliers and customers’ customers by providing right product, at the right time, in the right

quantity and becoming highly recognized by our employees, customers and shareholders and

abiding by Government regulations by adhering to strict ethical and moral standards”.

Ref:http://www.quickmba.com/strategy/value-chain/


http://www.quickmba.com/strategy/value-chain/

http://www.quickmba.com/strategy/value-chain/


FLEXIN SUPPLY CHAIN STRUCTURE


MASTER SCHEDULER

CAPAPCITY

MASTER SCHEDULER

SUPPLY CHAIN MANAGER

LOCAL/ IMPORTED PURCHASE MANAGER

EXPORTS MANAGER

WAREHOUSE MANAGER

MATERIALS MANAGER

PRODUCTION PLANNER

PRODUCTION PLANNER


SWOT ANALYSIS

Environmental factors internal to the firm usually can be classified as strengths (S) or

weaknesses (W), and those external to the firm can be classified as opportunities (O) or

threats (T). Such an analysis of the strategic environment is referred to as a SWOT analysis.

Strengths:

characteristics of the

business, or project

team that give it an

advantage over

others

Weaknesses: are

characteristics that

place the team at a

disadvantage relative

to others

Opportunities:

external chances to improve performance in the environment

Threats: external elements in the environment that could cause trouble for the

business or project

SWOT ANALYSIS OF FLEXIN

Strengths:

These are strength of Flexin. First and most important strength of our product is its

reputation in every country because it’s known at international level. Our product is

affordable as compare to substitute available in existing market. With the usages of



Flexin it provides instant cooling and patient feel relief from headache. It is use able

for every age of patient mean not for especially adult not for younger not for elders it

is for everyone. It contains natural Naproxen. We will make better supply chain to

make easy accessible. Our product has no side effect and it’s for external usages not

for internal. Patient has no hesitation to use it although he will use it at first time.

provide instant cooling relief for headache

suitable for use by adults

contains Naproxen

Easy pronunciation

Market leader

Good reputation among customers

Affordable as substitute

Known at international level

Favorable access to distribution networks

Easy to import

No side affect

No hesitation for first time user

Easily familiar in customer

Long expiry date

Frequently usages

Proactive Strategy

Weaknesses

Here are some points which are weakness of our product Flexin. Some weakness of

our product will discuss. Our product is not useable the patient who have allergy.

Patient of our country easily not satisfy on its treatment and they accept it with test

sample. Our patient have no much awareness with it they accept it. Our competitor

have big image like Disprin, Paracetamol and Brofan and our patient are typically

thinking and take tablets for headache. Our product is going to import that’s why a

little problem in easily accessible every market. Also problem of distribution channel

accrued. Our competitor have strong image which we have to break then we will

capture the market. Another weakness of our product is strong arrivals.



Do not use in cases of allergy.

Order take time

Lack of access to every where

Distribution channels problem

Lack of competitive strength

Low Customer Awareness

Strong Rivals

Opportunities:

Here are opportunities for our product for Flexin. We have a large scope for our product.

We apply blue ocean strategy on our product and capture the whole market. We will

target the niche market to attract more and more customer. Customer is globally

influenced by our product. Because of new technology customer satisfy easily and

convince to use it. Before new arrival of technology people are use to our product so new

arrival cannot access the benefit.

Satisfaction of customer

Arrival of new technologies

Capture the market

Removal of international trade barriers

Niche target markets

Global influences

Technology development and innovation

Blue Ocean Strategy



Threats:

Flexin faces different type of threats like new arrival of product. Customer gives

preference to new technology and new taste of product. Existing substitutes are very

strong and make big image in patient mind so it’s another threat. Our government can

create or increase trade barriers. Political factor is a big threat for our product because our

every leader has its own strategy. If sudden demand increase then we cannot sudden

provide too much supply of product. It development is also threat for our product.

Shifts customer in new arrival

Strong substitute

increased trade barriers

Political effects

Market demand

Environmental effects

IT developments

Legislative effects

Competitors

PEST ANALYSIS OF FLEXIN

Political factors:

Political factors are how and to what degree a government intervenes in the economy.

Specifically, political factors include areas such as tax policy, labor law, environmental

law, trade restrictions, tariffs, and political stability. Political factors may also include goods

and services which the government wants to provide or be provided (merit goods) and those

that the government does not want to be provided (demerit goods). Furthermore, governments

have great influence on the health, education, and infrastructure of a nation.

Economic Factors:

Economic factors include economic growth, interest rates, exchange rates and the inflation

rate. These factors have major impacts on how businesses operate and make decisions. For



example, interest rates affect a firm's cost of capital and therefore to what extent a business

grows and expands. Exchange rates affect the costs of exporting goods and the supply and

price of imported goods in an economy.

Social Factors:

Social factors include the cultural aspects and include health consciousness, population

growth rate, age distribution, career attitudes and emphasis on safety. Trends in social factors

affect the demand for a company's products and how that company operates.

Technological Factor:

Technological factors include technological aspects such as R&D activity, automation,

technology incentives and the rate of technological change. They can determine barriers to

entry, minimum efficient production level and influence outsourcing decisions. Furthermore,

technological shifts can affect costs, quality, and lead to innovation.

4P’s OF FLEXIN

PRODUCT:

By Product we mean the good and services combination the company

offer to the target customers. Product includes Variety, Quality, Design,

Features and Services. In Flexin the product mean all the Flexin 250 and

500 mg Tablets.

Helps to avoid the side effects that can be associated with taking painkillers orally.

Convenient and portable. The neat and handy packing is

convenient for use whenever a headache creeps up, whether at

work, home or on the move.



PRICE:

Price is amount of money which customer pays to obtain these products. Prices are adjusted

by Product Value, Usage, Competitor situation and current policies also matter to set the

prices. Price includes List Prices, Discounts, Allowances, Payment Period and Credit Terms.

Flexin 250 mg 2x10 (Pack Size) 110.99 M.R.P

Flexin 500 mg 2x10 (Pack Size) 196.33 M.R.P

PLACE/DISTRIBUTION:

Place include the availability of products. The location where the product is available

approachable

Available at all Medical Stores

PROMOTION:

Promotion means the activities that communicate all the ways to promote the product and

persuade target customers and viewers. The commonly ways of communication are

Advertising, Personal Selling, Sales Promotion and Public Relation.



EFFECTIVE MARKETING STRATEGIES AND RECOMMENDATIONS

FLEXIN Marketing Plan: For Flexin, promoting the products in Pakistan is also an issue because the drugs cannot be

promoted to the end users. Drugs are promoted to the doctors and in return these doctors

prescribe those drugs to the patients for the end use. As in other industries, marketing plan for

advertising or promoting products is crucial to pharmaceutical industry too. However, the

marketing strategies (as well as advertising strategies) are different from other businesses

because wrong use of Flexin may negatively affect both the end consumers or the patients

and the health care profession.

Traditional Pharmaceutical Marketing Strategies adopted in Pakistan: The pharmaceutical companies traditionally adopt four major marketing strategies for

promoting their products-

1) Giving free samples to doctors;

2) Providing details of their products through journal articles or opinion leaders;

3) Gifts that hold the company logo or details of one or multiple drugs; and

4) Sponsoring continuing medical education.

Pharmaceutical representatives, also popularly known as medical representatives, are the

major pharmaceutical marketing strategy for marketing drugs directly to the physicians.

Typically, the expense of this sales force of any pharmaceutical company comprises anything

ranging from 15-20% of annual product revenues. However, with changing times and new

developments, the pharmaceutical industry faces some very serious strategic issues.

So in Flexin Marketing Strategies we have to adopt the all these necessary strategies to

promote the product in health sector, doctors and ultimately to the end users of Flexin. For

promotion Sales Staff should be active and efficient so that we can capture the huge market

for our product.



New Pharmaceutical Marketing Strategies- Why Needed?

While most of the pharmaceutical companies successfully employ a host of marketing

strategies to target various types of customers, the current business and customer trends are

continuously creating new challenges as well as opportunities for increasing profitability. If

we want to improve our Return-On-Investment (ROI), we have to adopt new communication

technologies (digital media) along with their conventional sales force of medical

representatives. We really need to adopt this multi channel marketing strategies for the

following reasons.

1) The concept of blockbuster drugs is that all those Drugs who capture the whole

market and people use to those product, they in fact addicted of that product. So to

capture we have to use new way of communication in the market.

2) As far as other pharmaceutical companies are concerned, they already have sales

force. However, with the use of digital media, having a lower investment cost we can

easily get return on investment.

3) Customer behavior (doctors’ behavior) is rapidly changing. Doctors, who are getting

more and busier with increasing patients, can be hardly seen by the medical

representatives. They are more inclined towards Internet for obtaining relevant

information. It is the time to build their marketing strategies around this digital media.

Website marketing, online marketing, social media, forums, chat rooms and any other

such media is an influential means to present the products and offers through opinion

leaders.

The Right Pharmaceutical Marketing Strategy:

The right marketing strategy for any pharmaceutical company would be to build on proven

strategic marketing principles, along with a focus on changing customer behavior. Use of

digital media through Internet marketing plan is the best marketing strategy that can provide

the basis for a changed business model. However, there should be some planning for using

digital media for marketing too. It should be a multi channel marketing strategy but should

identify the target audience. Every digital media used for all people cannot be called the right

marketing strategy. The focus should be on the high value customer segment for



pharmaceutical products. To formulate a marketing strategy, it is also crucial to know the

existing markets as well as emerging markets of pharmaceutical drugs.

PROACTIVE STRATEGY

FLEXIN strategy is typically a blend of Proactive Actions on the part of managers to capture

and improve the company market position and financial

performance and as needed reactions to unanticipated

developments and fresh market conditions. The biggest portion of

company’s strategy flows from initiated action and business

approaches that are working well enough to merit continuation and

newly launched managerial initiatives to strengthen the company’s

well overall position and performance. In Flexin strategy the management’s game plan is

market analysis and market situation and its conclusions about how to position the company

in the market place and tackle the task of competing for buyer patronage.

BLUE OCEAN STRATEGY

The Flexin marketing strategy is work as blue ocean strategy. Taking the advantage of blue

ocean strategy, it creates uncontested market space. Flexin is pioneer in field of

pharmaceuticals industries who is effective for Migraine, that’s why it has no direct

competitor. So our products Flexin first create demand in customer then capture the whole

market. It also breaks the value-cost trade off.

Six principle of blue ocean strategy for Flexin:

1) Reconstructs market boundaries

2) Focus on big picture, not the number

3) Reach beyond existing demanding

4) Get the strategic sequence right

5) Overcome key organizational hurdles

6) Build execution into strategy



We are going to make market across the boundary. In Pakistan we are going to make the

market for our product. We are going there within a strategic group within industry.

According to focus on big picture, not the number there is more four steps to explain it these

are under.

We are initiator in pharmaceutical industry that’s why we have no direct competitor yet now,

although few substitute products already available in the market.

We create six paths for our product Flexin according to blue ocean strategy. We get the

advantage of observe the alternative product and services. We eliminate those changes which

we need and which we have don’t need change them or eliminate them.

We make a strategy canvas by observing inside from the field for Flexin and get feedback o

alternative strategy canvas from customer competitor and non customer. Following this

feedback we built better strategy for future strategy.

We distribute our strategic profile for better and easy comparison. We support our product

Flexin to operational moves and our companies to close the gap of actualize to new strategy.

To explain the reach beyond existing demand we have three tier of non-customer.

First tier is “SOON TO BE” non-customer who is the edge of our market for Flexin.

Second tier is “REFUSING ’’non-customer who consciously chooses against market.

Third tier “UNEXPLORED’ ’non-customer who is in market distant form our

product head.

OPERATIONAL STRATEGIES AND GOALS:

Operations strategy is the total pattern of decisions which shape the long-term capabilities of

any type of operations and their contribution to the overall strategy, through the reconciliation

of market requirements with operations resources.

Operations strategy is concerned with how each part of the business is organized to deliver

the corporate and business-unit level strategic direction. Operational strategy therefore

focuses on issues of resources, processes, people etc. According to the nature of business all

businesses adopt different strategies to achieve the objective. Some common strategies are:



Functional Strategies:

Functional strategy is the approach a functional area takes to achieve corporate and business

unit objectives and strategies by maximizing resource productivity .It is concerned with

developing and nurturing a distinctive competence to provide a company or business unit

with a competitive advantage.

Total Quality Management (TQM):

Total Quality Management (TQM) is a comprehensive and structured approach to

organizational management that seeks to improve the quality of products and services

through ongoing refinements in response to continuous feedback. It is strictly implemented in

Flexin in order to have greater credibility.

Business Level Strategy:

Business Strategy is a term used in business planning that implies a careful selection and

application of resources to obtain a competitive advantage in anticipation of future events or

trends. It is concerned more with how a business competes successfully in a particular

market. It concerns strategic decisions about choice of products, meeting needs of customers,

gaining advantage over competitors, exploiting or creating new opportunities etc. In this

consideration FLEXIN competitors are those which have a great impact on people so it is

essential to adopt such strategy to break this impact for which they are already working as

they have different ideas in order to compete with its rival.

Pricing Strategy:

One of the four major elements of marketing mix is price. Pricing is an important strategic

issue because it is related to the product positioning. Further more pricing affects other

marketing mix elements such as product features and promotion. No matter what type of

product you sell the price you charge your customers or clients will have a direct effect on the

success of your business.



CORE COMPETENCY

Core competencies are those capabilities that are critical to a business achieving competitive

advantage. The starting point for analyzing core competencies is recognizing that competition

between businesses is as much a race for competence mastery as it is for market position and

market power. We can also say it as a unique ability that a company acquires from its

founders or developers that cannot be easily reproduced. Core competencies are what give a

company one or more competitive advantages, in creating and delivering value to its

customers in its chosen field.

In simple words we can say that a core competency is a concept in management theory. In

this view it is a specific factor that a business sees as being central to the way it, or its

employees, works. It fulfills three key criteria:

It is not easy for competitors to imitate.

It can be leveraged widely too many products and markets.

It must contribute to the end consumer's experienced benefits.

A core competency can take in various forms, including subject matter know-how, a reliable

process or a close relationship with customers and suppliers. It may also include product

development or culture, such as employee dedication, best Human Resource Management,

good market coverage etc.

Cluster of extraordinary abilities or related 'excellences' that a firm acquires from its

founders, after consistent striving over the years, and which cannot be easily imitated.”

(Lawton, 1997). “Core competencies are what give firm one or more competitive advantages,

in creating and delivering value to its customers in its chosen field.” (Suh, 2000).Also called

core capabilities or distinctive competencies. See also core rigidities.

When we talk about the core competencies of 4 head, then different competent features come

in this category as wide product line, strong brand recognition, decentralized management,

diverse brand portfolio and financial strength. Considering all these as the core competencies

4 head has confidence to launch and compete in Pakistani market as well.

These are particular strengths relative to other organizations in the industry which provide the

fundamental basis for the provision of added value. It is the collective learning in



organizations which involve how to coordinate diverse production skills and integrate

multiple streams of technologies. It is communication, an involvement and a deep

commitment to working across organizational boundaries.

Core competencies will lead an organization to its greatest opportunities. Once we define

our core competencies, will let them exploit and they will show how to set your organization

apart from your competition. Identifying and developing an organization’s core competencies

is way to sustain its long-term success and competitive advantage. Also it is an organizations

ability to lead and motivate its employees towards a common goal which will become easier.

BRAND ELEMENTS

What is brand element?

Basically Brand elements facilitate the

process of consumer brain mapping and play

a key role in building brand equity.

Consumers over period of time are able to

identify the brand through brand elements.

The idea is to develop brand elements, which

can properly communicate about brand and

its point of difference from competing

brands. There are various factors, which add to a good brand element. Brand element should

be such that they can have a great recall power. These sort of logo stays in memory for long

time. So the brand element should be such that it can be easily recalled. Another factor is

significance and application, is branding element conveying either of this two for consumers

or not? Significance here means that brand element should be suitable for that given product

category. Consumer should not be left guessing about brand by looking at the element.

Another factor for a good brand element is design and appearance; of course it depends on

product Category Company is operating. For example, Apple products I-pod and Mac, design

and appearance are such; anyone would be attracted towards them. . Examples of common

brand elements include names, logos, symbols, slogans, and packaging. Marketers often



choose brand elements to build brand equity to enhance consumers' brand awareness or

facilitate their formation of strong, favorable, and unique brand associations.

Name: The name of our product is Flexin

Logo:

Shapes: It’s just a tablet in oval shape

Color: Its packaging have Purple and White color and tablet have white color.

Slogan: Relieves Pain, Restores Smiles

Following are the some elements which is necessary for any product to become a brand.

1. Memorability Most important element of branding is memorability. The

memorability factor of our brand is the name of the product, because

there is a huge brand Abbot in the Name and Flexin is easy to

remember and pronounced.

2. Meaningfulness Second step of branding element is meaningful. Our product must have

some meaning. So our product is very important in this regard that the

Product name gives the meaning of the product and its usage.

3. Likability Likeability means your product must be likeable. Our product will be

very popular in customer and patient of headache. The usage of the

product is so easy and just like a routine work because it’s just a tablet

you have to take at the time of pain with water.

4. Transferability Also transferability of our product is very easy. The size of our product

and according to its packaging it’s very easy to transfer from one place

to another place. Our product is simply a tablet it’s could not damage



by pressing or damaging its packing. It is portable so that it is so easy

to move across the boundaries. The Distributor will not face any

difficulty to import the product form one county to another.

5. Adoptability Our product is flexible and update by technology. Flexin is just a new

development in pharmaceutical industry and easy solution of headache

problem especially for those people who have Migraine problem. So

those people can use it and it is easily adoptable in our culture.

Actually there is no side effect of Flexin so that people easily accept it

because it’s external usages. In our society mostly people are become

hesitate and in doubt to use such medicine that have Internal use and

may have some side effect as well.

6. Protect ability It’s legally product according to Pakistan rules and regulation because

it has no side effects. People belongs to any age group can use the

product. There is no issue of



RISK MANAGEMENT PROCEDURE

In Risk Management Procedure we have to take different precautionary measures against

unpredictable future plans. In this regard we have to do PEST analysis of the economy as

well as conduct the Industry analysis. Porter Five Forces give a good picture of all the factors

that affect the business environment. This necessary for every business so that in any case

business faces any risk, we have enough resources and capabilities so that we will fight

against all those circumstances and Risks elements.

RISK ANALYSISRisk management is the identification, assessment,

and prioritization of risks followed by coordinated

and economical application of resources to

minimize, monitor, and control the probability and

impact of unfortunate events or to maximize the

realization of opportunities. Risks can come from

uncertainty in financial markets, project failures,

legal liabilities, credit risk, accidents, natural causes

and disasters as well as deliberate attacks from an adversary. Methods, definitions and goals

vary widely according to whether the risk management method is in the context of Project

Management, security, engineering, industrial processes, financial portfolios, actuarial

assessments, or public health and safety.

CREATING A RISK MANAGEMENT PLAN

In Flexin, we select appropriate controls or countermeasures to measure each risk. Risk

mitigation needs to be approved by the appropriate level of management. For instance, a risk

concerning the image of the organization should have taken by the owner, who would have

the authority to decide on risks.

The risk management plan should propose applicable and effective security controls for

managing the risks. A good risk management plan should contain a schedule for control

implementation and responsible persons for those actions.



IMPLEMENTATION

Implementation follows all of the planned methods for mitigating the effect of the risks.

Purchase insurance policies for the risks that have been decided to be transferred to an

insurer, avoid all risks that can be avoided without sacrificing the entity's goals, reduce

others, and retain the rest.

TYPES OF RISK MANAGEMENT

There are several types of risks that might occur when we construct a coffee shop so we have

to calculate and check that risks as well some of the risks are:

Operational risk

Financial risk

Market risk

Technological risk

Schedule flaw

Employee Threats

Supplier Threats

Import Regulations

The launch the Flexin in Pakistani Market and get sustainable advantages we have to

overcome all these Risk. In this regard a complete Risk management procedure should be

implemented and different steps should be taken to avoid all these risks. In launching the

product and making future plan, we should keep in mind all the Risk Factors in the business

at every stage.



LIMITATIONS AND OBSTACLES

It need higher start up Cost to Start a Pharmaceutical Business in Pakistan.

There is Lack of technical, manufacturing, marketing, or engineering expertise

can all be a significant obstacle to successful market entry

Flexin basically capture the niche market. It is more difficult to carve out a niche

in a crowded market.

Punjab government not issues a No Objection Certificate (NOC) to the federal

government for Drug Regulatory Authority (DRA), so no policy making at

Federal Level.

No improvement for the betterment of Pharma industry has so far been taken.

Increase in the Tax rate at the time passes by the Govt.

The major challenge which company faces is the total government control on the

prices of all the enlisted products

Import of product which costs a lot of precious foreign exchange

Rapid devaluation of the rupee against the major currencies, due to which the

profit margins are shrinking

Increasing cost of manpower and energy

Low R&D expenditure, which can lead to the suffering of the masses for not

conducting sufficient research on the newly emerging diseases in the Pakistani

environment

Political instability is another major factor which is emerging as the major

challenge to the pharmaceutical industry, because of discontinuation of the

policies

Market access is challenging and operational risks are high.

Last but not the least, the failing law and order situation, due to which most of

companies have suffered in terms of sales and also lack of reach to the customers

in the affected areas.



BEFORE USING FLEXIN HEADACHE TABLET

The Flexin Naproxen may soften or even melt at high temperatures (e.g. in a car or in the sun

on a hot day), leading to a risk of distortion or spillage. Do not attempt to use Flexin if the

tablet appears to be distorted, softened or fragmented.

Do not use if you are sensitive to Naproxen.

For your safety do not put in the mouth for long duration.

No evidence of associated side-effects has been demonstrated during use in pregnancy

or lactation; however, no safety data for such use is available.

The Naproxen in Flexin may cause hypersensitivity reactions including contact

dermatitis.

For internal use only

Flexin must only be used with water or milk. Stop using Flexin if it feels uncomfortable. If

you experience any other undesirable effects, or if your symptoms persist or worsen, seek

medical advice. If Flexin is accidentally swallowed, seek medical attention, taking the

information leaflet with you. Keep Flexin away from sources of heat or warmth at all times.



CONCLUSION

Medicines and drugs have a huge contribution to the

health of the world. The discovery and the

development as well as the effective use of drugs

had helped to improved the quality of life of many

people by helping to reduce the needs for surgical

involvement and the span of time that they will be

spending in the hospital and therefore help many people to save money. Pharmaceutical

industry is one of the most important industries in the world. It is also considered as one of

the most profitable industries having the third more profitable economic activity after the

tourism and the finance industry.

Pakistan’s pharmaceutical market is small and equally split between multinational and

domestic companies. The pharmaceutical market in Pakistan is dominated by locally

manufactured pharmaceuticals, predominantly generic drugs, which meet around 90% of

country’s needs in 2011. Imported retail medicaments account for the remainder of the

market, although manufacturers rely heavily on imported raw materials for production.

Health is priority area of the Government activities. The high correlation between the

expenditures on health and productivity in developing countries like Pakistan is enough to

emphasize the importance of increasing health services as an aid to growth. Pakistan meets

around 80% of its domestic demand of medicines from local production and 20% through

imports. The pharmaceutical market size is Rs. 70 Billion (US $ 1.2 Billion) approximately.

The market for pharmaceuticals in Pakistan has been expanding at a rate of around 10-15%

since last few years.

Flexin Naproxen is formulated to provide instant cooling relief from the pain of migraine and

severe headache at the point of pain and to help relaxing tense head and neck muscles. The

main triggers which help in causing this pain are due to stress or anxiety about anything

which ultimately leads to depression and then headache. The other triggers can be poor

posture of neck and depression. By keeping in view of the problems and current era stress in



the youngsters this product is also designed in such a way that this can also be used by the

people of age group from 12 years and above.

This is product which is much more easy to be used by the patients at the point of swear pain.

Different age groups and Gender faces two types of headaches mostly. One is Migraine and

the second one is Tension Type Headache. People at early age suffer less Tension Type

Headache as compare to those people who belong to the age group of 40 to 70 years old. The

rate of people suffer from Migraine is more in the people belong to the age of 50 to 30 Years.

The first step is to define your universe of competitors that some businesses may offer

products or services that largely mirror those offered by your own company, while others

may only dispense one or two products & services that compete with your company's

offerings. For identifying the competitors of Flexin we will find that this company is having a

lot of competitors these the products are in tablets, sticks and etc. Pharmaceutical industry is

considered as one of the highly competitive industry in the world. In Competitor Analysis we

do the SWOT analysis of Competitors. Flexin strategy we are focusing on Low Cost Strategy

and we have a Low Cost advantage over the rivals.

In Demographic we analysis of different age groups of Pakistan and Social Classes of

Pakistan. We also get the detail analysis of Porter’s Five Forces for Flexin. In Value Chain

activities all the Primary and Secondary activities of Flexin. Because value chain also is

useful in outsourcing decisions. Understanding the linkages between activities can lead to

more optimal make-or-buy decisions that can result in either a cost advantage or a

differentiation advantage.

To analyze the Market SWOT analysis and PEST analysis is the most important thing to get

the detail reviewed of all these strategies. Financial Analysis describes all the key ratios that

are essential to analyze the profitability and value of the product in the possible market. Core

competency and Brand Elements of the product is also described in depth.

This is the complete Marketing Report include all those essential topics that is necessary for

any product launching in the market. In Pakistan Flexin is a huge potential to get the

profitability and grip market share for the product.



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Flexin Marketing Report

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