Hexgabalin Marketing Plan

Case Study
Re-Launch of HEXGABALIN
BY ABDELRHMAN TANTAWY
Executive Summary
1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 2

1. Market Overview
2. RXs Overview
3. SWOT Analysis
4. Market Key Issues & Strategic Imperatives.
Agenda 5. Pricing
6. Source of Business.
7. Brand Vision & Positioning.
8. Key Promotional Messages.
9. Sales Forecast
10.A&P
11.Sales force structure
12.Key Innovative Projects.
13.Calendar of activities.

1. Market Overview Market Analysis
Pregabalin vs Gebapentin by unit
2,500,000
2,240,812
2,000,000
1,500,000 1,318,411
969,848 963,913
1,000,000 899,620
723,460 764,526 765,706
500,000 374,772
155,785
-
Units Units Units Units Units
Y/2008 Y/2009 Y/2010 Y/2011 Y/2012
(Absolute) (Absolute) (Absolute) (Absolute) (Absolute)
PREGABALIN GABAPENTIN

Pregabalin vs Gebapentin by value
180,000,000
160,000,000 153,071,629
140,000,000
120,000,000
105,627,381
100,000,000
80,000,000 71,940,784
60,000,000
40,459,490 41,204,391 43,702,380 40,403,711
40,000,000 29,594,234 32,249,497
22,135,762
20,000,000
-
LE Sales LE Sales LE Sales LE Sales LE Sales
Y/2008 Y/2009 Y/2010 Y/2011 Y/2012
PREGABALIN GABAPENTIN

PREGABALIN by unit
2,500,000
293,939
2,000,000
15,230
186,850
314,717
1,500,000
126,348
169,033 133,917
18,096
129,653 298,258
1,000,000 39,301
99,263
0
77,969
13,318
4,662
9,226
0
66,380
0
46,900 421,697
500,000 445,540
366,345
0
8,075
11,817
165,337 449,856
0 258,875 339,556
155,785 189,543
0
Y/2008 Y/2009 Y/2010 Y/2011 Y/2012
LYRICA PREGDIN-APEX PREGAVALEX IRENYPATHIC PAINICA LYROLIN KEMIRICA HEXAGABALIN Others

GABAPENTIN- by unite
2,500,000
2,000,000 3,771
0
22,969 6,697
57,141 0
32,626
98,152
45,160 295
2,169
2,717
17,421
7,445
106,879
460,340 50,913
1,500,000 6,544
405
0
55,674 423,376 318,622
417
0
68,744
333,064
329,848 425,627 357,902 393,159
1,000,000 368,839
324,451
500,000 969,848 963,913 899,620

723,460 764,526
0
Y/2008 Y/2009 Y/2010 Y/2011 Y/2012
GABAPENTIN GAPTIN CONVENTIN
NEURONTIN NEUROGLOPENTIN GABIMASH ADAPTAN
LEPTICURE GABALEPSY GABAPENTIN

1. Market Overview Sales trend
PREGABALIN by value
2,500,000
2,000,000
1,500,000
1,000,000
500,000
0
Y/2008 Y/2009 Y/2010 Y/2011 Y/2012
LYRICA PREGDIN-APEX PREGAVALEX IRENYPATHIC PAINICA LYROLIN KEMIRICA HEXAGABALIN

1. Market Overview Sales trend
PREGABALIN by value
2,500,000
2,000,000
This is about 40%

1,500,000
market growth with
1,000,000 indicate special market
500,000
situation we need to
dig more about it
0
Y/2008 Y/2009 Y/2010 Y/2011 Y/2012
LYRICA PREGDIN-APEX PREGAVALEX IRENYPATHIC PAINICA LYROLIN KEMIRICA HEXAGABALIN

1. Market Overview
Our
Primary Secondary
competitors

1. Market Overview Top Player Market Share 2012
NEURONTIN
KEMIRICA
2%
LYROLIN 3%
Pregabalin & 4%
PAINICA
Gebapentin 6%
Market shares LYRICA

IRENYPATHIC 34%
value 2012 6%
CONVENTIN
7%
PREGAVALEX
9%
GAPTIN PREGDIN-APEX
11% 18%

1. Market Overview Top Player Market Share 2012
Pregabalin Defined Market shares value 2012
PREGAVALEX
11%
IRENYPATHIC
8% KEMIRICA
4%
PREGDIN-APEX PAINICA
22% 7%
Other HEXAGABALIN
10% 1%
LYROLIN
5%
LYRICA
42%

Rx Overview

2. Rx Overview Prescribers %
Gabapentin Rx by Specialty % Pregabalin Rx by Specialty %
2%2%2% 0%
4% 2%
3%
5%
4%
29%
9% 10%
13%
19% 60%
13% 23%
G.P. ORTHO. IM
NEURO/PSYCH DERM. OTORH. ORTHO. IM G.P.
CARD. SURG. PULM NEURO/PSYCH DERM. CARD.
GYN PULM

2. Rx Overview Prescribers by disease in %
LYRICA PREGDIN-APEX IRENYPATHIC PREGAVALEX LYROLIN PAINICA HEXAGABALIN Total
-E14 DIABETES MELLITUS E10 32.00 35.94 18.67 18.47 13.06 18.67 2.58 139.39
-M54 OTHER DORSOPATHIES M50 35.26 19.35 16.71 31.40 16.10 16.71 - 135.54
-M48 SPONDYLOPATHIES M45 11.93 9.33 4.20 9.18 11.30 4.20 - 50.14
-M79 OTH SOFT TISSUE DIS M70 9.14 1.91 8.45 9.25 3.38 8.45 - 40.58
-G58 NER/NER RT/PLEX DIS G50 4.81 8.28 5.37 7.58 7.22 5.37 0.62 39.24
-B09VIR INF SK/M MEM LES B00 6.84 8.14 3.68 2.26 4.31 3.68 - 28.90
-G64POLYNE/OTH DIS PERIP G60 7.92 6.92 3.02 1.40 1.67 3.02 - 23.95
-M19 ARTHROSIS M15 4.57 - - - 0.88 - - 5.45
-R69 GEN SYMPTOMS/SIGNS R50 1.67 2.01 - 1.12 - - - 4.80
-M43 DEFORMING DORSOPTHY M40 - - 0.85 2.52 - 0.85 - 4.22
-Q79 CON MLFM MSSKEL SYS Q65 - - - - 2.49 - - 2.49

3. SWOT Analysis

SWOT analysis
S W
O T
SWOT analysis
S 1. Price
2. Availability
3. Well known molecule

SWOT analysis
1.
2.
Strength Availability
Non Competitive Price
W
3. Brand Establishment
4. Low Prescription Rate

SWOT analysis
1. Highly growing market

2. Current perception about Pregabalin and
its market growth over other molecules
3. Shifty from Gebapentin to Pregabalin
4. Diversify specialty
O
SWOT analysis
1. Well established competitors

2. Multiple competitor
3. Smaller packs and less prices
T
4. Market Key Issues &
Strategic Imperatives.

Market Key Issues & Strategic Imperatives
Below the main market key issues and strategies:
1. Establish efficacy & credibility
2. Capitalize on having a unique and un-comparable brand
3. Generation and growth of prescriptions in several indications
4. Shape the market of Pregabalin.
5. Being the first option generic brand in Pregablin market

5. Pricing

Pricing
There are four main strategies regarding pricing :
Competitive pricing Differentiation pricing
Skimming pricing Penetration pricing

Pricing
There are four main strategies regarding pricing :
Competitive pricing Differentiation pricing
Skimming pricing Penetration pricing

Pricing
How can we compare prices with different concentration & number of tablets ??!!
We can use this Equation
Price per tablet (Price / no. tablet )

Prices Index = X 100
Concentration

Price Index
Price Index
10.00
9.00
8.00
7.00
6.00
5.00
4.00
3.00
2.00
1.00
-

Pricing
From the price index before we can find that:
1. HEXGABALIN is an average generic brand price.

2. According to the market leader we are about 40% more economic that Lyrica
3. According to PREGDIN-APEX (18% total market share ) we are slightly more expensive
4. We do not have enough high concentrations, low value concentrations

6. Source of business

Rx Prescribers %
Gabapentin Rx by Specialty % Pregabalin Rx by Specialty %
2%2%2% 0%
4% 2%
3%
5%
4%
29%
9% 10%
13%
19% 60%
13% 23%
G.P. ORTHO. IM
NEURO/PSYCH DERM. OTORH. ORTHO. IM G.P.
CARD. SURG. PULM NEURO/PSYCH DERM. CARD.
GYN PULM

Indication %
Indication %
Others
8%
POLYNE/OTH DIS PERIP
5% DIABETES MELLITUS DIABETES MELLITUS
VIR INF SK/M MEM LES 28% OTHER DORSOPATHIES
6%
SPONDYLOPATHIES
NER/NER RT/PLEX DIS OTH SOFT TISSUE DIS
8%
NER/NER RT/PLEX DIS
OTH SOFT TISSUE DIS
VIR INF SK/M MEM LES
8%
POLYNE/OTH DIS PERIP
Others
SPONDYLOPATHIES OTHER DORSOPATHIES
10% 27%

Source of business
We need to focus on below specialty:
Based on 1. Ortho
2. GPs
RXs
3. Neuro
4. IM
We need to focus on these indications:

1. DIABETES MELLITUS
and indication 2. OTHER DORSOPATHIES

3. SPONDYLOPATHIES
4. OTHER SOFT TISSUE DIS
5. NER/NER RT/PLEX DIS

7. Brand Vision &
Positioning.

Vision
To be the generic of choice for neuropathic pain
Build a great credibility approach among doctors

Mission
For re-launching HEXGABALIN we need different missions and strategies to build our brand
between this big market full of competitors
S3
S S2
Fulfilling
Build the Hitting the
the market
perception competitors
gaps

Positioning
In this busy market we need to take different approach to enter a market we do
not have a tangible differentiation points, we all had the same molecule and the
same average prices
We need to select and focus on powerful positioning strategy to

enter this market the right way

Positioning strategies

1st phase (two Q)

We will use this strategy to enter the market in different way to build a powerful perception and
create a good positioning
It is not for sales generation as we will target the unexpected market just for branding

2nd phase (two Q)

We will use this strategy to enter the market in different ways to build a powerful perception
and create a good positioning

8. Key Promotional
Messages

Strategy
We will create a universal campaign for neuro specialty, using the same message and materials
for all specialties, then start customizing it for each indication.
1st phase
2nd phase
We will focus on neuro as an
anti-epileptic product 3rd phase
Hitting the competitors in
their main indication,
General neuropathic pain
in Diabetic nephropathy product of choice, with
Ortho customized materials for
each indication

Strategy
We will create a universal campaign for neuro specialty, using the same message and materials
for all specialties, then start customizing it for each indication.
Gratefully our
honorable
1 phase
st
competitors
2nd phase
Wealready did
will focus on this
neuro as an
anti-epileptic product 3rd phase
step for us Hitting the competitors in
their main indication,
regarding General neuropathic pain
in Diabetic nephropathy
awareness of Ortho
product of choice, with
customized materials for
pregablin and each indication
neuro molecule in
neuropathic cases

Creative To enter this busy market we need to
catch/different/reminding message.
Idea Differentiate our product from the competitors
Generation Address important customer buying criteria

Highlight key product characteristics

Creative Marketing message should be :
Meaningful
Idea

Differentiating
Important
Generation

Sustainable
Believable
Credible

HEXGABALIN
Creative We need a brand name reminding message for 1st
phase market penetration
Idea
Generation

Creative
Idea
Generation
THE
HEXA

THE HEXGABALIN
The HEXA reasons why you need to use Hexgabalin
HEXA The HEXA advantages of Hexgabalin
The HEXA indications of Hexgabalin
Etc..

9. Sales Forcaste

Sales trend
Estimated 2013 sales
300,000,000
251,517,942
250,000,000
214,300,281
193,475,340
200,000,000
149,329,761 153,071,629
150,000,000
113,145,175 105,627,381
100,000,000
72,708,987 71,940,784
51,729,996 43,702,380
40,459,490 41,204,391 40,403,711 36,363,340
50,000,000 29,594,234 32,249,497
22,135,762
-
LE Sales LE Sales LE Sales LE Sales LE Sales LE Sales
Y/2008 Y/2009 Y/2010 Y/2011 Y/2012 Y/2013
(Absolute) (Absolute) (Absolute) (Absolute) (Absolute) (Estimated)
PREGABALIN GABAPENTIN Total market

Sales Forecasting - value
We will forecast about 3% total market share for year 2013:
Total market 2013 = 250M LE || Hexgablin = 250M x 3% = 7.5M LE
That means 500% growth over last year

Sales Forecasting - unit
After analyzing packs sales we found out below:
HEXAGABALIN
CAPS PREGAVALEX
CAP.GEL.HA LARICA PREGDIN-APEX
CAPS
150 RD 300 MG CAPS 50 300 MG 20
MG 30 10 MG 20
CAP.GEL.HA
RD 75 MG CAPS
20 100 MG 20
CAP.GEL.HA
RD 75 MG CAPS
30 150 MG 20 CAPS 75 CAPS 5
CAPS MG 20
CAP.GEL.HA MG 20
75 MG
RD 150 MG
30
20

Sales Forecasting - unit
The sales of 75mg caps overcomes 150mg by almost double share

The 50mg overtake the 75mg in some brands
Unsuccessful 300mg concentrations due to unknown reasons (needs field
research)
The smaller the pack, the larger the reach

Forecaster 2013
Price/RS Price/P
Description P TT Jan Feb Mar Qtr. I Apr May Jun Qtr. II Jul Aug Sep Qtr. III Oct Nov Dec Qtr. IV Total
Unit Unit 2013 2013 2013 2013 2013 2013 2013 2013 2013 2013 2013 2013 2013 2013 2013 2013 unite
33% 33% 33% 12% 33% 33% 33% 12% 39% 37% 24% 41% 43% 29% 29% 35%
HEXAGABALIN
EGP 2,400 2,400 2,400 7,200 2,400 2,400 2,400 7,200 9,577 8,978 5,986 24,541 9,000 6,000 6,000 21,000 60,000
CAPS 75 MG 30 120.00 84.00
EGP 1,120 1,120 1,120 3,360 1,120 1,120 1,120 3,360 4,469 4,190 2,793 11,452 4,200 2,800 2,800 9,800 28,000
CAPS 150 MG 30 111.00 77.70
3,520 3,520 3,520 10,560 3,520 3,520 3,520 10,560 14,046 13,168 8,779 35,993 13,200 8,800 8,800 30,800 88,000
Total . Sales (units)
1,151,72 1,079,74 1,082,34
288,624 288,624 288,624 865,872 288,624 288,624 288,624 865,872 719,826 2,951,288 721,560 721,560 2,525,460 7,215,600
2 0 0
TotalT. Turnover (LE)

10. The A&P budget

A&P budget
We had four main methods to estimate our target
Fixed Same level

percentage as Task Residual
of sales competitors

A&P budget
Due to market potentiality and our

Same level positioning strategy we need to invest in our
as brand till building our perception, then we
competitors can take % from sales to update our
activities

11. Sales force structure
Sales force Structure
To calculate sales force structure we need to

calculate number of doctors with their
potentiality in each governor
Based on our phasing criteria we will select

the right specialty.

Sales force Structure
We will use the below equation to calculate each area potentiality, therefore number of medical
reps will cover it
SEC # of Visits/
class doctors month
A 8 x 11 month
B 4
C 2
# medical reps =
# medical reps visits per year

12. Key Innovative
Projects.
Key Innovative Projects.
To create a tipping point in our brand we need to make adramatic change in the market
characteristic to gain a noticeable market share
The The HEXA

Chronic user
Concentration indication
trade deal
VS packing project

13. Calendar of
activities.

Calendar of activities.
2012
Item January February March April May June July August September October November December Total
New Launches Facelifting Gel Shaving cream -
New aftershave bottle aftershave cologne -
Promotion -
Key Account Buy two get one offer Nothing else campaign 150+Blam offer Instore activ 35,000 gel+balm 35,000
Wholesaler BiC Bundle Nothing else campaign 20,000 Covarage* gel+balm 20,000
Retail BiC Bundle Nothing else campaign 10,000 gel+balm 10,000
El-Koshk BiC Bundle -

Communication -
TV -
Radio 120,000 160,000 280,000
Magazine 30,000 30,000

OutDoors 700,000 700,000
Online 120,000 80,000 200,000

Road Show -
Cairo 102,000 102,000
Summer 50,000 50,000

Total Budget - - - - 240,000 - 312,000 840,000 35,000 - - - 1,427,000

Thanks for your time

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Case Study

1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 2

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500,000 969,848 963,913 899,620

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This is about 40%

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Market shares LYRICA

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LYRICA PREGDIN-APEX IRENYPATHIC PREGAVALEX LYROLIN PAINICA HEXAGABALIN Total

-M19 ARTHROSIS M15 4.57 - - - 0.88 - - 5.45

-R69 GEN SYMPTOMS/SIGNS R50 1.67 2.01 - 1.12 - - - 4.80

-M43 DEFORMING DORSOPTHY M40 - - 0.85 2.52 - 0.85 - 4.22

-Q79 CON MLFM MSSKEL SYS Q65 - - - - 2.49 - - 2.49

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1. Highly growing market

1. Well established competitors

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Competitive pricing Differentiation pricing

Skimming pricing Penetration pricing

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Competitive pricing Differentiation pricing

Skimming pricing Penetration pricing

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We can use this Equation

Price per tablet (Price / no. tablet )

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1. HEXGABALIN is an average generic brand price.

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We need to focus on these indications:

and indication 2. OTHER DORSOPATHIES

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To be the generic of choice for neuropathic pain

Build a great credibility approach among doctors

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We need to select and focus on powerful positioning strategy to

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1st phase (two Q)

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2nd phase (two Q)

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