1. •
•
•
•
•
Lokesh patil (22)
Madhura jagtap (10)
Animesh Amal (01)
Vishal mehta (16)
Khushbu Mascarenhas (13)

2. Executive Summary
 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
 Market growth – 23.14%

3. Disease & Market definition
1. Gastro esophageal reflux disease: ( GERD)
•
It is a chronic symptom of mucosal damage caused by stomach
acid coming up from the stomach into the esophagus tube.
2. Heart burn:
• It is a painful burning feeling in the chest or throat. It happens
when stomach acid backs up into esophagus tube that carries
food from mouth to stomach.
3. Dyspepsia:
• Means indigestion

4. Epidemiology
 Trigger factors:
1. Age- Most of the studies have included population above the age of 18
years or older who is affecting from this disease.
2. Dietary Factors- spicy, fried or food prepared outside the home
contributed insignificantly to worsening of symptoms.
3. NSAIDs- same drugs like aspirin ( increase acid secretions)
4. Helicobacter Pylori infection: (Responsible for ulcer)
• It is a gram negative bacterium found in stomach.
• present in patients with chronic gastritis and gastric ulcers, conditions.

5. Esomeprazole Profile
1. Indication:






GERD
Healing of Erosive Esophagitis
Maintenance of Erosive Esophagitis
Peptic Ulcer disease
Risk reduction of NSAID- Associated Gastic Ulcers
Acid Peptic Disorders

6. Mechanism of Acid Secretion
Proton pump is a catalytic enzyme.
Present in the parietal cells.
Histamine, Acetylcholine and Gastrin are the three
important stimuli for acid secretion.
Final step in acid production in activation of proton
pump.

7. Mechanism of Action- PPI inhibitors
Acetylcholine, gastrin and histamine can increase the
acid production with increasing the activity of
proton pump.
PPI blocks the final step of acid production.
Therefore reduce the acidity of the stomach contents
leaking into the esophagus, which reduces the
incidence of heartburn.

8. Dosage and Administration
Indication
Dose (mg)
Duration
Healing of erosive esophagitis
20-40
4-8 Weeks
Symptomatic relief of GERD
20
4 Weeks
To prevent replace of GERD
20
For eradication of H.pylori
infection
40
Once daily for up to 6
months
Once daily for up to 10
months

9. Esomeprazole Profile
Side effect:
•
•
•
•
Headache
Flatulence (gas)
Nausea
Dry mouth/ Diarrhoea
Precautions:
• Efficacy and safety in pediatric patents and in pregnant women and
nursing mother have not been established

10. SWOT Analysis
STRENGTHS AND
WEAKNESSES
• Management of multiple indications
• Fixed dose combination
• Company with well trained
workforce
• Late entrance.
• Can’t be given in pregnancy &
Lactating females
• Issue in paediatric patients
(use only in above 12 yr age)
OPPORTUNITIES
AND THREATS
• Growing therapeutic segment.
• Increase patients
• High market value (102 cr)
• High competitors.
• New combinations for
indications.

11. Key issues
•
contraindicated in patients with known hypersensitivity to any component of
the formulation or to substituted benzimidazoles.
•
contraindicated in patients with a known hypersensitivity to any macrolide
antibiotic.
• should be taken at least one hour before meals.
• serious side effects, including: symptoms of a low magnesium blood level

12. Market analysis
11/1/2013
12

13. Competitive Analysis
1) In Terms of Molecules / All PPI:
• PH maintaining Time period
Median PH>4 Time period (Hrs)
Esomeprazole
16.7 hrs
Lansoprazole
Rabeprazole
Pnatorazole
Omeprazole
12.7 hrs
10.8 hrs
10.5 hrs
10.4 hrs

14. Competitive Analysis
2) In Terms of Market:
•
•
Indian Pharmaceutical Market: 72.760 Crs
Growing at Rate: 10.5%
• 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.

15. Competitive Analysis
• Major players in Esomeprazole
Market:
COMPANIES
TORRENT
ASTRAZENECA
SUN PHARMACEUTICAL
RANBAXY LABORATORIES
CIPLA
MICRO LABS
ALKEM
ABBOTT HEALTHCARE
M.S.
34.4
26.2
15.2
9.5
2.0
1.1
1.0
0.1
• Major players in Esomeprazole
20mg Tab Market:
Companies
M.S.
TORRENT
33.93
ASTRAZENECA
21.03
SUN PHARMACEUTICAL
13.68
RANBAXY LABORATORIES
8.57
Alkem
4.67

16. Esomeprazole 5C’s insights
customer
• Doctors &
chemists are
over crowded
by large no. of
drugs and diff.
prices.
• Doctors knows
importantance
of PPI
• MR focus on
chemist
concurrently
with launch
consumer
Target to special
class, special cases
because of its
feature.
There are some old
established brands
which sticks to the
patient mind.
patients need
effective solutions
competition
Weekly feedback
collection
compound
Most effective
Safe
Sales/ MS to be
measured each
quarter, then
monthly 2013.
Analyze competitor
activity and market
Higher
availability
Immediate
acting PPI
Highest healing
rate 94.1%
channels
Distributors play
a major role in
the availability.
Shortage can
affect sales
negatively.
Bonus strategy.
MR rewarding
system.

18. Vision & values
To emerge as a leading integrated research – based global
pharmaceutical compan
Achievement
We value achievement of objectives and consistently strive towards our
Vision, with perseverance.
Respect
We respect all our stakeholders.
Knowledge
We value knowledge such that it empowers our people to find innovative
solutions to manage change

19. Division
It is a multi-specialty division.
Its focus areas encompass internal medicine‚
pediatrics, orthopedics and surgeons.
Product Lists
Cough Management
Anti-Infectives
Stomatologicals
Prokinetic / Anti-Nauseants
Anti-Ulcerants
Anti-Protozoal
Pain Management
Mucolytic
Nutraceuticals
Peripheral Arterial Diseases
Esomeprazole

20. Critical Success Factor
• Glenmark is ranked among the Top 5 Fastest Growing Generics
Companies in the world.
• Huge customer base.
• Cost Efficiencies to result into optimum prices to
the customers and better margin.
• Understanding the Competition.
• Duration of action.

21. Key Performance Indicators
•
•
•
•
11/1/2013
Target market coverage.
Market share.
No. of new prescriptions.
Conversion rate.
21

22. BRAND STRATEGY
11/1/2013
22

23. Brand Name
Glenmark
pharma
present…..
Esoz 20
Esomeprazole magnesium 20 mg Tabs with Buffer

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

25. Indication
Gastro esophageal reflux disease: ( GERD)
Heart burn:

26. Market Segmentation: Pan India
Metro Cities:
Class 1 Cities
Target customers
(GP)
CP
GAST
Class 2 Cities
SUR
GYN

27. Prescription Analysis
AS PER MAT JAN 2013 DATA
RX/D/M
50
GP, 45
45
40
CP, 35
35
GAST, 30
30
25
GYN, 20
20
SUR, 15
15
10
5
0
GP
CP
GAST
SUR
GYN
DOCTORS
GP
CP
GAST
SUR
GYN
RX/D/D
45
35
30
15
20

28. DOCTOR CLASSIFICATIO
Total Doctor- 150/MR
Total no. of MR 400
Brack-up
Dr by Specialty
GP
SUR
GYN
GAST
Physician
Dr/MR
90
10
15
5
30
Class "A"
50
5
10
5
20
Class "B"
40
5
5
0
10
TOTAL
150
90
60

29. Field Force Planning
Sales Force Planning
Assumptions
Total MR’S
MR
Working Days
Call/Day
Call /Month
1
400
24
24
10
10
240
96000
Dr Classification
Class A
Class B
Dr/MR
90
60
Call to Dr/Month
Calls to Dr/Month
Dr Total/month
2
1
180
60
72000
24000
Total
Dr by Specialty
GP
SUR
GYN
GAST
Physician
150
Dr/MR
90
10
15
5
30
240
96000
Calls to Dr/Month
Dr Total
Class A
50
5
10
5
20
class B
40
5
5
0
10
100
10
20
10
40
40
5
5
0
10
140
15
25
10
50
=
240/MR
11/1/2013
29

30. PRICING
Rs. For 20 mg
Tab
Price calculation
Product out of Price control
MRP
25.15
VAT (6%)
-1.5
ED (6% + 3%)
-1.54
22.11
Discount to Retailer
-4.42
Price to Retailer
(-ED & VAT)
17.69
Discount to Stockist
10%
1.76
Price to Stockist (NRV)
NRV
15.93
Company Margin (60%)
11/1/2013
20%
Non-schedule
9.55
Basic Cost
6.38
30

31. Sales Forecasting
130000
160000
140000
120000
100000
80000
60000
40000
20000
0
125000
120000
115000
110000
105000
100000
95000
M1 25%
M2 35%
M3 40%
130000
Q1
Q3
125000
M1 30%
Q2
Q4
120000
115000
110000
105000
100000
M1 35%
M2 35%
M3 30%
M- month
Q- Quarter
M3 35%
160000
140000
120000
100000
80000
60000
40000
20000
0
M1 40%
95000
M2 35%
M2 35%
M3 25%

32. Q1
Month 1
Month 2
Month 3
Total
Q2
Month 1
Month 2
Month 3
Total
%
25%
35%
40%
20mg(Unit)
98,437.5
1,37,812.5
1,57,500
3,93,750
15,68,109.37
21,91,218.75
25,08,975
62,68,303.12
30%
35%
35%
1,18,125
1,37,812.5
1,37,812.5
3,93,750
18,81,731.25
21,95,353.12
21,95,353.12
62,72,437.49
Q3
Month 1
Month 2
Month 3
Total
Q4
Month 1
Month 2
Month 3
Total
%
35%
35%
30%
1,37,812.5
1,37,812.5
1,18,125
3,93,750
21,95,353.12
21,95,353.12
18,81,731.25
62,72,437.49
1,57,500
1,37,812.5
98,437.5
25,08,975
21,91,218.75
15,68,109.37
62,68,303.12
11/1/2013
40%
35%
25%
Value(Rs)
3,93,750
15,75,000*15.93
=
32
2,50,81,481.22

33. Promotional expenses
QUARTER WISE INPUT PLAN
Total Promotional Expense: Rs. 30 lakhs
Q1 (Rs.)
Q2 (Rs.)
Q3 (Rs.)
Q4 (Rs.)
Samples
4,20,000
4,20,000
4,20,000
4,20,000
Visual Aid
52,000
52,000
52,000
52,000
Brand
reminders
2,25,000
2,25,000
2,25,000
2,25,000
Clinical
Posters/LBL
1,20,000
1,20,000
1,20,000
1,20,000
4,50,000
Pen &
prescription
pad
1,20,500
1,20,500
1,20,500
1,20,500
1,50,000
Total
9,37,500
9,37,500
9,37,500
9,37,500
Promotional
expense
30,00,000
cost as calculated
sampling
25.00%
7,50,000
gift
20.00%
6,00,000
campaign
15.00%
4,50,000
print
4.00%
1,20,000
training
10.00%
3,00,000
meeting
6.00%
1,80,000
crm
15.00%
incentives
5.00%
30,00,000

34. Rs.
20 mg
Sales (Rs.)
Cost Of Goods
(COGS) (40%)
Units X NRV*
15,75,000*15.93 =
2.5 cr
0.0
1cr
0.0
1.5 cr
0.0
30 Lakh
0.0
6 Lakh
0.0
30 Lakh
7
Gross Margin (Rs.)
Less Advt & Promo (A&P)
(20% of sales)
Less Selling Expenses
(4% of
sales)
Less Marketing expenses
(20%
of sales)
Less Distribution Expenses (5% of
sales)
0.0
7.5 Lakh
8
Gross Profit Before Tax (PBT)
0.0
76,74,933 Lakh
Brand P&L
1
Less
2
3
4
5
6
9
Total

35. COMMUNICATION STRATEGY
•
•
•
•
•
11/1/2013
Quality Brand at affordable price
Most preferred drug in DERD, Heartburn case
Quick Action in shorter duration of time
Longer half- life
Most beneficial effect and most effective PPI
35

36. When acid strikes
Esoz 20
Esomeprazole magnesium 20 mg Tabs with Buffer
The 60 x 24 PPI
Controls heartburn within a minute
One tab irrespective of meals
Attains PH >6 within 60 seconds for immediate control of Heartburn
Maintains PH >4 for 22.5 hrs – Total 24 hrs protection *
Co-Rx with NSAIDs
Ref: sherman et al. Am j Gastroenterology 2009;104:1278-95
Mint flavor
Escoz

37. Offering
comprehensive
Solution for
Esomeprazole Treatment provides significantly greater
gastric acid suppression than lansoprazole or pantoprazole
Mean % of time during that gastric PH was > 4.0
Esomeprazole
Pantoprazole
Lansoprazole
74.20%
GERD
HEARTBURN
Rx
Esoz 20
Esomeprazole magnesium 20 mg Tabs with Buffer
One Tablet / day
Prize:
3.50 Rs /
Tab
60.80%
66.50%
Esoz 20

38. Esoz 20
Esomeprazole 20 mg Tabs with Buffer
7
Tablets
Esoz 20

39. Prelaunch plan
1) One week surveys:
• PPI drugs usage? Which? why? better if? Cost benefit concept?
Which cases? Competitor perception?
• “NEXPRO” brand problems?
• VIP Doctors ( 30/MR ) sample
• 5 min paper-less questioner + chemist feedback
2) S.W.O.T Analysis:
• Rx Weight (ims)
• Chemist availability, self stock
• Distribution channel analysis

40. Positioning messages plan
Hammering strategy:
Easy
to use
 3-4 sequential visits /Dr.
Messages related gimmicks, LBL.
Promotional tools
1st
choice
Positioning
Message
plan
Product samples every visit in first month.
Annual (4 differentiating positioning msg)
Branding, competitor management
campaigns.
Higher
bioavaila
bility
safest

41. Direct to customer tactics
1) Doctor activity:
- Event: group meeting, round tables meeting
- KOL conference, OR education camps
- FDA approved badge ( as a promotional tool )
- 3D demo CD ( how “Esoz 20 ” is the best)
- VIP visit ( 3 visit/Month)
2) Field force activity:
- Monthly meeting
- Team campaigns
- Attractive incentive plan
3) Chemist activity:
- Bonus plan
- Our Product Stand

42. Direct to customer tactics
4) Patient activity:
- Awareness materials
- CD”s in clinic’s waiting rooms
- you tube classy real situations ads

43. Promotional Input
Launching gift
Promotional inputs

44. Promotional Input
Educational material