By Karishma Tahiliani (15) Priyanka Donghde(3) Indu Yadav(17)

Executive

Summary The product Market assessment including Competitive Scenario Internal in company performance analysis SWOT Analysis Key success factors Marketing objective Marketing strategy

 It

must include summary of the entire business plan It must be clear, crisp and concise. It must highlight the key points of the document. It must grab the attention of the reader.

Vision
To emerge as a leading integrated research based global pharmaceutical company

Values
Respect :We respect all our stakeholders. Knowledge :We value knowledge such that it empowers our people to find innovative solutions to manage change Achievement :We value achievement of objectives and consistently strive towards our Vision, with perseverance

 Glenmark

has a robust pipeline of 7 molecules. The India formulations business operates through over 20 divisions . Glenmark markets over 350 products in India. It launched over 40 new products in last three years. The India business contributes over 25% to the overall sales of the group. Market share : 586.05

 Brand

name is Esoz 20 Molecule - Esomeprazole Tablet 20 mg tablet Target Doctors - CP, GP, Gastro, Sur, Gynaec Total market for Esomeprazole is Rs 102.23 cr

 Cough

Management Anti-Infectives Stomatologicals Prokinetic / Anti-Nauseants Anti-Ulcerants --Esomeprazole Anti-Protozoal Pain Management Mucolytic Nutraceuticals Peripheral Arterial Diseases

Ascoril Expectorant- Cough Expectorant Candid Cream-Clotrimazole Topical Anti-fungal Esoz -20 Tablets[20 mg] Esomeprazole Magnesium Trihydrate Proton Pump Inhibitor Ketoplus Shampoo Ketoconazole & Zinc Pyrithione Anti-dandruff Glevo-250 Tablets[250 mg] Levofloxacin Hemihydrate Oral Anti-bacterial Elstatin-10 Tablets[10 mg] Lovastatin Cholesterol & Triglyceride Reducers

 In

Terms of Market: Value of Gastro Intestinal market is 7613Crs. Gastro is on 3rd position in terms of value. Growth is 7.3% annually. Total Esomeprazole market is growing with 23.14% annually. Esomeprazole-20 mg market is growing with 13.85% annually.

Brand Name Esoz (40 mg)

Manufacturer Glenmark Pharmaceuticals Limited

Price(Rs./10 tablets) 52.00

ESOPIN-20

Hallmark Pharmaceuticals Ltd. 78.00

Es OD (30 mg)
Nexpro Fast (40 mg) Esomac (40 mg)

Nicholas Piramal India Ltd.

Torrent Pharmaceuticals Ltd. Cipla Limited

60.00
73.00 60.00

Neksium (20 mg)

Somparz (40 mg) Raciper (20 mg)

Astra Zeneca Pharma India Limited

Sun Pharmaceutical Industries Ltd.

55.7
34.50

Pharma (Ranbaxy Laboratories 31.95 Ltd)

Esoz 20

 Strength Management of multiple indications Fixed dose combination Company with well trained workforce

Late entrance. Cant be given in pregnancy & Lactating females Issue in paediatric patients (use only in above 12 yr age) Strength Weakness

Growing therapeutic segment. Increase patients High market value (102 cr)

Opportunities

Threats

High competitors. New combinations for indications

Key factors or aspects that are critical for Brand performance Identified from data & perceptions

 Huge

customer base. Cost Efficiencies to result into optimum prices to the customers and better margin. Understanding the Competition. Duration of action.

Indication

Target audience
GP

GERD

Gastroenterologists
Heart burn Surgeons

Dyspepsia

Physicians

Gynaecologist

 Short

term :To achieve 2.5 Cr in the year of launch with 1.5% market share. Long term :To be a Top brand in the PPI market by 2020

SEGMENTATION Metro cities

TARGETING GP ,CP,GYN, Gastroenterologist Surgeons

POSITIONING Quick action in short time

DIFFERENTIATION Highly effective

Esoz 20 tablet

Esozole 20 Mg Capsule

Esoz 40 Mg Tablet

Esoz

Esoz Inj 40 Mg Injection Esoz D 40 Tablet

Esoz D 20 Tablet

Variant
Esoz 20 tablet Esoz 40 Mg Tablet Esoz D 20 Tablet Esoz D 40 Tablet Esoz Inj 40 Mg Injection Esozole 20 Mg Capsule

Volume
15/strip 15/strip 10/strip 10/strip 1

Price
53.90 85.40 62.2 89.70 81.60

4.50

Doctor activity
3-4 sequential visits LBL Product samples every visit in first month. FDA approved badge ( as a promotional tool ) 3D demo CD ( how Esoz 20 is the best)

Field force activity

Monthly meeting Team campaigns Attractive incentive plan Promotional Input Launching gift Promotional inputs

Chemist activity
Bonus plan Product Stand

 Revenue
Expenses

and Unit Sales

Customer

feedback Market / competitors activities

 http://www.glenmarkpharma.com
www.drugsupdate.com Marketing

management by Philip Kotler, Kevin Lane Keller