analySEEs 2008 M a r k e t i n g P l a n Ciprofloxacin www.analySEEs.co.uk www.analySEEs.co.uk 1 . 0 M a r k e t S u m m a r y Ciprofloxacin is an antibiotic of Fluoroquinolones group. Ciprofloxacin is the fifth largest generic in the total Pharma market. At the same time this market is continuously growing. Almost all leading companies paid their deep concentration in this market and this generic market has become more competitive. The leading brand Ciprocin (SQA) enjoys 20% share of Ciprofloxacin market. On the other hand the second brand leader Neofloxin continuously is loosing its market share. For that reason they reduced the price of all strength of Neofloxin. After that almost all leading brands including Ciprocin have become available at reduced price. Introduction of powder for suspension form add new cherry to the Ciprofloxacin market. Consecutive introduction of Ciprofloxacin suspension by seven company and price reduction issue make a noise in Ciprofloxacin market. So to compete in the competition and to increase market share we are proposing two campaigns named “Ciprofloxacin Patron” and “Ciprofloxacin Idol”. Therapeutic Class/ Sub-class 2008 2007 2006 Val* Sh% Gr.% Val* Sh% Gr.% Val* Sh% Gr.% Cephalosporins & Combs 3081 46 10 2802 43 9 2583 41 8 Fluoroquinolones 1651 24 4 1583 24 6 1489 24 14 Penicillins 1105 16 -12 1260 19 -6 1335 21 -4 Macrolides & Similar Types 566 8 12 504 8 6 474 7 9 Trimethoprim Combs 160 2 -21 203 3 -11 229 4 -21 Tetracyclines & Combs 143 2 -16 170 3 -7 183 3 -7 Aminoglycosides 18 1 -3 19 0 -16 22 0 8 Chloramphenicols & Combs 9 0 -28 13 0 -11 14 0 -21 Other Antibiotics 11 0 -9 12 0 82 7 0 1 Source: IMS 2nd Q, 2008; Value in BDT million OVERVIEW OF THERAPEUTIC MARKET www.analySEEs.co.uk Source: IMS 2nd Q, 2008 2 . 0 L ead i ng p l a y e r s Year Brand Name Company Name Position *Value Share (%) Growth (%) 2008 Ciprocin Square 1st 195 19.24 -1.38 Neofloxin Beximco 2nd 103 10.11 -18.33 Flontin Renata 3rd 70 6.92 4.17 Quinox Eskayef 4th 63 6.20 17.10 Cipro-A Acme 5th 55 5.41 -7.69 Ciprox Opsonin 6th 44 4.32 2.18 2007 Ciprocin Square 1st 198 20.06 8.74 Neofloxin Beximco 2nd 126 12.74 -3.01 Flontin Renata 3rd 67 6.83 12.35 Cipro-A Acme 4th 59 6.02 7.75 Quinox Eskayef 5th 54 5.45 -19.37 Ciprox Opsonin 6th 43 4.35 0.63 2006 Ciprocin Square 1st 182 18.22 4.50 Neofloxin Beximco 2nd 130 12.97 39.01 Quinox Eskayef 3rd 67 6.67 9.79 Flontin Renata 4th 60 6.00 1.63 Cipro-A Acme 5th 55 5.52 4.47 46% 24% 16% 8% 2% 3% Cephalosporins & Combs Fluoroquinolones Penicillins Macrolides & Similar Types Trimethoprim Combs Other Antibiotics OVERVIEW OF THERAPEUTIC MARKET BY MARKET SHARE (2008) www.analySEEs.co.uk Maprocin Orion 6th 50 5.02 8.63 Source: IMS 2nd Q, 2008; Value in BDT million 3 . 0 C o m p e t i t i o n Brand Company 2008 2007 Value Share (%) Growth (%) Value Share (%) Growth (%) Ciprocin Square 195 19 -1 198 20 9 Neofloxin Beximco 103 10 -18 126 13 -3 Flontin Renata 70 7 4 67 7 12 Quinox Eskayef 63 6 17 54 5 -19 Cipro-A Acme 55 5 -8 59 6 8 Ciprox Opsonin 44 4 2 43 4 1 Ciprofloxacin 1,015 63 3 988 64 2 Source: IMS 2nd Q, 2008; Value in BDT million Ciprofloxacin will compete indirectly with Levofloxacin, Gatifloxacin, Nalidaxic acid and Cefradine preparations of the market. Brand Company 2008 2007 Value Share (%) Growth (%) Value Share (%) Growth (%) Levoxin IAP 48 16.70 -31.81 70 26.16 35.87 Trevox SQA 33 11.57 -4.10 34 12.89 72.41 Ovel ATP 30 10.64 88.88 16 6.02 999 Evo BXM 20 7.05 139.15 8 3.15 999 Levox OPI 18 6.18 -54.13 38 14.39 15.90 Levofloxacin 285 17.79 6.83 267 17.25 55.70 Source: IMS 2nd Q, 2008; Value in BDT million INDIRECT COMPETITION DIRECT COMPETITION www.analySEEs.co.uk Brand Company 2008 2007 Value Share (%) Growth (%) Value Share (%) Growth (%) Gati SQA 18 20.20 178.94 7 25.60 999 Gatiflox IAP 16 18.13 12.19 7 29.11 999 Gatlin RTA 15 17.00 98.32 8 30.30 999 Gatifloxacin 90 5.62 253.55 25 1.65 999 Source: IMS 2nd Q, 2008; Value in BDT million Brand Company 2008 2007 Value Share (%) Growth (%) Value Share (%) Growth (%) Lebac SQA 186 17.48 11.90 166 15.94 18.40 Sefrad SA 176 16.55 -11.01 198 18.98 -11.67 Skcef SK+f 120 11.27 2.64 117 11.20 2.42 Avlocef ACI 56 5.32 -28.17 78 7.43 2.67 Cephran OPI 26 2.48 1.59 26 2.49 -14.67 Cefradine 1065 49.55 2.05 1044 53.39 3.98 Source: IMS 2nd Q, 2008; Value in BDT million www.analySEEs.co.uk 4 . 0 P r o d u c t D e f i n i t i o n Therapeutic class : Flouroquinolones Sub-therapeutic class : Oral Flouroquinolones Dosage form : Tablet, Powder for Suspension Generic name : Ciprofloxacin Hydrochloride USP Mechanism of action: The mode of action involves the inhibition of DNA gyrase and Topoisomerase II, which mediates the formation of supercoils of DNA. The process is necessary for compacting the bacterial chromosomes within the cell and ultimately DNA synthesis is hampered. Brand Name Company Dosage form Strength Pack size MRP/Tab (BDT) Ciprocin Square Tablet 250 mg Tab 10x3 8.50 Tablet 500 mg Tab 10x2 14.00 Tablet 750 mg Tab 10x2 18.00 Neofloxin Beximco Tablet 250 mg Tab 10x5 8.50 Tablet 500 mg Tab 10x4 14.00 Tablet 750 mg Tab 10x3 18.00 XR Tablet 500 mg XR Tab 10x2 15.00 Flontin Reneta Tablet 250 mg Tab 10x2 8.50 Tablet 500 mg Tab 10x3 14.00 Powder for Susp 250 mg/5 ml 60 ml 60.00 Quinox Eskayef Tablet 250 mg Tab 10x3 8.50 Tablet 500 mg Tab 10x3 14.00 Tablet 750 mg Tab 10x1 18.00 Powder for Susp 250 mg/5 ml 60 ml 60.00 Floxabid ACI Tablet 250 mg tablet 10x5 8.50 Tablet 500 mg tablet 10x3 14.00 Tablet 750 mg tablet 10x2 18.00 Powder for Susp 250 mg/5 ml 60 ml 60.00 PRICE ANALYSIS www.analySEEs.co.uk 5 . 0 S W O T A n a l y s i s Strengths • The molecule of choice in the treatment of enteric infection. • Strong perception of all-rounder antibiotic. • All the possible dosage forms of Ciprofloxacin are prescribed. Weaknesses • Reported side-effects. • Expensive than Penicillins • Less effective than 3rd and 4th generation Cephalosporins Opportunities • Ciprofloxacin market is continuously growing and now holding the fifth highest selling molecule in Bangladesh Pharma Market. • Specialist wise doctor’s promotion will be the new opportunity to maximize the market share. Threats • Strong brand focuses of the leading companies increase the competition in this generic market. • Threatening growth of 3rd and 4th generation Cephalosporins www.analySEEs.co.uk 6 . 0 P o s i t i o n i n g Ciprofloxacin – an all round protection against bacterial infections. Ciprofloxacin an ideal drug in the treatment of - • Enteric infections • Urinary tract infection • Gastrointestinal tract infections Market Segmentation Ciprofloxacin tablet can be promoted to the following doctors - a. Doctors who prescribe Ciprofloxacin b. Doctors who prescribe Cephradine c. Doctors who prescribe Azithromycin for the treatment of enteric infection. Ciprofloxacin powder for suspension will be promoted to the following doctors - a. Doctors who prescribe Erythromycin suspension b. Doctors who prescribe Azithromycin suspension c. Doctors who prescribe Cephradine suspension d. Doctors who prescribe Nalidixic Acid suspension Target Doctors Doctor Categories General Practitioners Gynecologists Pediatricians Medicine specialists Gastroenterologists Surgeons Internee Doctors www.analySEEs.co.uk 7 . 0 C o m m u n i c a t i o n s t r a t e g i e s No. of Detailing Promotions : 06 No. of Reminder Promotions : 12 No. of Clinical Meeting : 03 Gifts / Special Campaigns : 03 Promotional Campaigns Campaign-01 1. Objective: • To establish Ciprofloxacin as the drug of choice in the treatment of UTI 2. Activities: • Special promotion highlighting Urinary tract infection to selective six hundreds gynecologist. • Reminder promotion to make extra thirst to other target doctors. 3 Duration: January to April 2008 4. Cycle Promotion Promotion Month January February March April Detailing √ √ Reminder √ √ √ √ Gifts √ 5. Target doctors: Gynecologists General Practitioners Medicine specialists Gastroenterologists Internee Doctors www.analySEEs.co.uk 6. Promotional tools: Sample, PPM and gift (Pocket tissue / Money parts) Campaign -02 1. Objective: • To build five trustworthy prescribers of Ciprofloxacin powder for suspension in each territory. 2. Activities: • Special promotion highlighting the Pediatric typhoid and diarrhea to selective Pediatricians and GPs. • Reminder promotion to make extra thirst to other target doctors. 3 Duration: May to August 2008 4. Cycle Promotion Promotion Month May Jun July August Detailing √ √ Reminder √ √ √ √ Gifts √ 5. Target doctors: Pediatricians General Practitioners Gynecologists Medicine specialists Gastroenterologists Internee Doctors 6. Promotional tools: Sample, PPM and gifts (Pen / Coffee maker) www.analySEEs.co.uk Campaign -03 1. Objective: • To establish Ciprofloxacin as the drug of choice in the treatment of typhoid fever. 2. Activities: • Special promotion highlighting typhoid fever to selective GPs. • Reminder promotion to make extra thirst to other target doctors 3 Duration: September to December 2008 4. Cycle Promotion Promotion Month September October November December Detailing √ √ Reminder √ √ √ √ Gifts √ 5. Target doctors: General Practitioners Gynecologists Medicine specialists Gastroenterologists Internee Doctors 6. Promotional tools: Sample and gifts (Liquid soap / Card holder / Tissue box) www.analySEEs.co.uk 8 . 0 Some B r a n d s cu r r e n t l y a v a i l a b l e i n t h e g l o ba l ma r k e t www.analySEEs.co.uk www.analySEEs.co.uk © Copyright 2008. Analysees Ltd, www.analysees.co.uk. All rights reserved. When quoting please cite “analySEEs.co.uk”. The above information does not constitute the provision of investment, legal or tax advice. Any views expressed reflect the current views of the author, which do not necessarily correspond to the opinions of Analysees Ltd or its affiliates. Opinions expressed may change without notice. Opinions expressed may differ from views set out in other documents, including research, published by Analysees Ltd. The above information is provided for informational purposes only and without any obligation, whether contractual or otherwise. No warranty or representation is made as to the correctness, completeness and accuracy of the information given or the assessments made www.analySEEs.co.uk About analySEEs: It is an online based boutique analysis, strategic consultancy and business intelligence firm focusing on qualitative research. We provide affordable and customised local market research, strategic and tactical recommendations. Our clients include retail and service businesses and the business-to-business sector. We help our clients achieve more by providing them with deep information on the companies, markets, and people that matter to them. We are working with experienced Research Professionals from different parts of the world. Our new move expanded us as far as South Asia and still we are growing with significant pace everyday. We offer a range of business services to organisations that are active in our specialist industries. So far our services include business research publications, customised research and business consulting. www.analySEEs.co.uk Edited By: Mamun Ahmed Contact info@analysees.co.uk www.analysees.co.uk