INTRODUCTION
AZITHROMYCIN MARKET
IPCA LABORATORIES
AZIBACT
COMPETITOR PROFILING
PRIMARY RESEARCH
FLOW OF PRESENTATION
Antimicrobial
Substance that kills or inhibits the growth of microorganisms.
TYPE OF ACTION: Bacteriostatic (Azithromycin) Bactericidal
CLASSIFICATION Sulphonamides Quinolones B- Lactum antibiotics Tetracycline Macrolide Aminoglycoside Nitro imidazole Azole derivatives
Anti- infective Market in India Anti-infective pharmaceuticals market in India is the
largest contributor to domestic pharmaceutical sales, contributing around 18%.
Indian Pharma market growing at 15%.
Total Indian Pharma Market: around 60,000 crs
Anti-infective Market: 10955 crs
Companies majorly into anti-infective market:Ranbaxy Laboratories GSK
Alkem Aristo
Macleods IPCA
Hetero Cipla
Introduction: Macrolides An antimicrobial with an antimicrobial spectrum
against Gram +ve, -ve and atypical pathogens.
Erythromycin 1st macrolide antibiotic used for URTI and SSTI. Drawbacks limited the use of erythromycin- frequent GI intolerance and a short serum half-life.
In 1992 US FDA approved two macrolide agents, CLARITHROMYCIN and AZITHROMYCIN for clinical use.
CLARITHROMYCIN and AZITHROMYCIN are semi-synthetic derivatives of erythromycin.
Azithromycin Introduction
Azithromycin Azithromycin is referred to as an azalide.
Azithromycin is more acid stable, has a longer serum half life, tissue penetration and greater activity against Gram –ve organism compared to erthromycin.
Mechanism of Action Inhibits protein synthesis by binding
reversibly to 50s ribosomal subunit of microorganism.
Antimicrobial Spectrum Gram positive microorganism: S. aures, S.
pneumoniae Gram negative microorganism: H. influenza Atypical microorganism: Mycoplasma
pneumoniae
Azithromycin Indication and Dosage in Children
Age Indication 1 Day Regimen 3 Day Regimen 5 Day Regimen
From 6 months and above
Acute otitis media
30mg/ kg single dose
10 mg/kg once daily
Day 1: 10mg/kg single doseDay 2-5: 5mg/ kg single dose
Sinusitis -- 10mg/ kg once daily
--
CAP -- 10mg/ kg once daily
Day 1: 10mg/kg single doseDay 2-5: 5mg/ kg single dose
SSTI -- 10mg/ kg once daily
Day 1: 10mg/kg single doseDay 2-5: 5mg/ kg single dose
From 2 yrs. and above
Pharyngitis/ Tonsilitis
-- -- 12mg/ kg once daily
Azithromycin Market Total market: 457.14 crs
Growth Rate: 7.5%
Total Brands available in Market: 363 brands
Top 5 Brands contribute to a total of: 222.92 crs(48.74%) BRAND COMPANY NAME Sum of MAT
Value Sep 11Sum of MAT VAL GR Sep 11
AZITHRAL ALEMBIC LTD 105.7913 10.1
AZEE CIPLA LTD. 47.19294 21.4
ZATHRIN FDC LTD. 25.62083 4.5
AZIBACT
IPCA LABORATORIES PVT LTD. 22.59324 22.6
ATMINDOCO REMEDIES LTD 21.72182 8.4
Ipca is a therapy leader in India for anti-malarial with a market-share of over 34% with a fast expanding presence in the international market as well.
Ranked no: 12
Market Share: 1.33%
Pharma is Ipca's flagship division handling the largest number of brands. It focuses on multi-specialty areas like pain, cardiovascular, gastro-intestinal, anti-infective and cough. This division hosts many multi-crore brands and enjoys leadership in the pain segment.
Solvin (Phenylephrine + Bromhexine), Azibact (Azithromycin), Vinicor (Metoprolol), Zerodol(Aceclofenac) are some of the leading brands.
DIVISIONS
1. 3 c-cardiovascular and ant diabetic2. 3 d-lipid management3. Activa- orthopedics'4. Altus-oral and injectable antibiotics5. Bionova-dermatology6. Dynamix- CVs, GI, antibacterial, respiratory and pain
management7. Hycare-all major molecules of cvd8. Innova-neuropsychiatry9. Intima- antimalarial10.Pain management11.Pharma- pain, cardiovascular, gastro-intestinal, anti-
infective and cough12.Uro sciences- BPH, overactive bladder and calculi
Azibact Sales
Chart Title
200920102011
171940587.3
AZIBACT 100 mg/ 5ml SALE
152366003.5
89035664.189035664.1
GROWTH RATE: 12.85%
Chart Title
200920102011
237878410.1
107560175.1
203011082.4
AZIBACT 200 mg/ 5ml SALE
GROWTH RATE: 17.18%
MAT Sept 2011
Azibact FormulationAzibact 250
Azibact 500
Azibact Suspension 100
Azibact Suspension 200
Azibact LR Readymix
Azibact 500 SI
Azibact 2g SR
STRENGTHS
Unique LOCK and KEY taste masking technology: Special RESINS.
Micronisation Technology: Advanced JET MILL MICRONISER.
Packed in internationally approved light resistant pack: TITANIUM DIOXIDE.
Better compliance: Double- sided spoon for accurate dosing.
WEAKNESS
Side effects Bacteria developing
resistance to Azithromycin .
Can not be prescribed for infants below 6 months.
OPPORTUNITIES
Brand Extension: Combination with Cefixime.
THREATS
Substitution at chemist level. Azee and Azithral established
brands. Pratham is quickly
establishing in doctor’s mind.
Azibact
AzibactPOSITIONING IN PEDIATRICIAN
INDICATION: In Tonsillitis, Pharyngitis and Otitis media.
SIGN OFF LINE: Fast to act…… Rest assured THE MOST PALATABLE AZITHROMYCIN
FLAVOR: Mango
AZIBACT SKU PACKAGING FORMULATION PRICE (Rs.)
100 mg/ 5ml 15ml SUSPENSION 28
200 mg/ 5ml 15ml SUSPENSION 39
KID 100 mg TAB 3 TABLET 18
100 mg/ 5ml 30ml READYMIX 55
200 mg/ 5 ml 30ml READYMIX 80
Azibact
PROMOTIONAL ACTIVITY
MANGO DAY ACTIVITY: in the Month of MAY
FUN ACTIVITYSoft toysPencil and rubber setsColors (designed by Disney Club covering)
CHILDREN DAY SPECIAL: Clinic decor Mango shape and flavor cake Gifts for children: Mask,
Caps,etc
COMPETITOR PROFILING
Competitor Profiling
BRANDS MARKET SHARE MAT SEPT 2011
GROWTH RATE MAT SEPT 2011
AZITHRAL 23.1 10.1
AZEE 10.32 21.4
ZATHRIN 5.6 4.5
AZIBACT 4.9 22.6ATM 4.7 8.4
AZIWOK 4.4 -16.7
LAZ 2.7 -0.4
ZADY 2.2 -2.9
MACROTOR 0.5 24.2
MAXITHRAL 0.11 15.0
Competitor Profiling
BRANDS PACK FORMULATION
AZIBACT AZEE LAZ MAXITHRAL
MACROTOR
100 mg/ 5ml
15ml SUSPENSION
28 -- 21.90 -- 25
200 mg/ 5ml
15ml SUSPENSION
39 -- 29.90 50 35
KID 100 mg TAB
3 TABLET 18 15 10.80 25 --
100 mg/ 5ml
30ml READYMIX
55 21 -- -- --
200 mg/ 5 ml
30ml READYMIX
80 31 -- -- --
PRICE (Rs.)
POSITIONING IN PEDIATRICIAN
INDICATION: In Pharyngotonsillitis and Acute Otitis Media
SIGN OFF LINE: Aimed to Cure
FLAVOUR: Orange
PACKAGING :Double sided spoon.
MAXITHRAL SKU FORMULATION PACKAGING PRICE (Rs.)
200 mg/ 5ml SUSPENSION 15ml 50
100 mg DT TABLET 3 tab 25
Maxithral
PROMOTIONAL ACTIVITY
MASCOT: WISEOWL
ARPAN: AlleRgy Protection and AwarNessStory Books for children Drawing BooksCrayon Colors
GERM PROTECTION CAMPAIGNSanitizersHand washWipes
MONSOON MONTH Orange Color umbrella is distributed to doctors
Maxithral
POSITIONING IN PEDIATRICIANS
India’s most preferred macrolide Back to ACTION in Just 3 Days
SIGN OFF LINE: It works, where it matters the most.
The 3-Day 3-Dose Antibiotic
FLAVOR: MintAZEE SKU FORMULATION PACK PRICE (Rs.)
100 mg/5ml REDIUSE 15ml 21
200 mg/ 5ml REDIUSE 15 ml 31
100 mg DT TABLET 3 tab 15
Azee
Laz
POSITIONING IN PEDIATRICIANS
INDICATION: In Routine RTIs
SIGN OFF LINE: With 3C Advantage
FLAVOUR: Mint
LAZ SKU FORMULATION PACKAGING PRICE (Rs.)
100 mg/ 5ml SUSPENSION 15ml 21.90
200 mg/ 5ml SUSPENSION 15ml 29.90
100 DT TABLET 3 10.80
Macrotor
POSITIONING IN PEDIATRICIANS
INDICATION: In Acute Bronchitis
PUNCH LINE: Prescribe wonder of 3 MERITS The SHORT CUT to treat infection
3 MERITS: Wonder of packing: PET BottlesSorbitolPineapple Flavor
FLAVOR: PINEAPPLE
MACROTOR SKU FORMULATION PACK PRICE (Rs.)
100 mg/ 5ml SUSPENSION 15 ml 25
200 mg/ 5ml SUSPENSION 15 ml 35
Macrotor
PROMOTIONAL ACTIVITY
ELITE CAMPAIGNStationary setsSpoons
MACROTOR ECHO ACTIVITY: Alphabets Chart Colours and Shapes
Chart
Primary Research
Primary Research- Chemist
Objective To analyze the Azibact prescriptions out of
the total azithromycin molecule prescriptions at chemist level.
Method: Sample and Data Collection A Sample size of 20 chemist were surveyed
across Western-Central Zone in Mumbai (Borivali, Santacruz, Mulund And Worli) On 24, 25 and 26TH Feb 2012.
Survey Instrument Questionnaire: Open-ended questions.
Primary Research- ChemistQUESTIONS FINDINGS
What are the various Azithromycin brands available in your store?
Availability is good.
Which brands of Azithromycin are prescribed regularly by Doctor?
Azee, Azithral, Zathrin, Azibact.
Which specialty of doctors prescribe azithromycin?
GP, Paediatricians,Dermatologist (250/500mg).
What are the different strengths of azithromycin available in your store?
100/200 Suspension250/500 Tablet500mg Injection
Which SKU of azithromycin molecule has a large sale?
500 mg tablet200mg/5ml suspension
How many azithromycin molecule prescriptions are received per week?
10-15 bottle/ week
Prescription of azibact / week received
5-6 Bottles/ week ( 100 and 200 mg put together)
Scheme provided by different companies
Azee: 4+1, Zathrin, Azithral: 5+1Azibact: 9+1
Primary Research- Stockist Objective
To understand the trend of Azithromycin molecule in the market.
Method: Sample and Data Collection A Sample size of 2 Stockist (A.B. Pharma,
Borivali and D. Jamnadas, Malad )were surveyed on 25th Feb 2012
Survey Instrument Questionnaire: Open-ended questions.
Primary Research- StockistQUESTIONS FINDINGS
Which are the different Azithromycin brands available in the stock?
Azifast, Zady, ATM, Z1, Azro, Azibact
Which Azithromycin brand has a larger demand/ sale in the market?
Zady (Mankind)
Which are the various SKU’s of Azithromycin available in the stock?
100/200 susp/ redimix , 250/500 tab, 500mg injection
Which Azithromycin SKU has a larger demand in the market?
200 suspension500 mg tablet
What are the total units or bottles of Azithromycin available in the stock?
4000 bottle/ month
What are the schemes provided by different companies?
Azibact: 9+1 Zady: 5+1
ATM: 7+1 Azro: 5+1
How much is the sale of Azibact suspension / month in the market?
Azibact 200 suspension: 400 BottlesAzibact 100 suspension: 250 Bottles
Primary Research- Doctor Objective
To understand the indication in which doctor prescribe azithromycin, brands prescribed and effective way of registering the brand name in doctor’s mind.
Method: Sample and Data Collection A Sample size of 10 Doctor’s ( 3 MBBS and 7 MD
DCH) were surveyed in Mumbai on 24 and 25 Feb 2012.
Survey Instrument Questionnaire: Open-ended questions.
Primary Research- DoctorQUESTIONS FINDINGS
Doctor do you prescribe azithromycin molecule in children?
YES: 8NO: 2
Doctor in which indication do you prescribe azithromycin?
URTI : 9 Atypical Infection: 3 Otitis media: 2 Typhoid: 2 Pneumonia: 1 Acne( only Adults): 1
Doctor, Brands that come to your mind when you think of prescribing azithromycin molecule?
Azee, Azithral, Zathrin, Aziwok, ATM, Azibact are established in Doctor’s mind
QUESTIONS FINDINGS
Doctor , how do you recollect the above mention brands?
Brand name related to the molecule is recollected fast e.g. AZI___
While prescribing a Doctor looks for Good company involved in production
Syrup form Better coverage (Antimicrobial-
effect) Palatable (pratham) Dispersible tablets Small particle-size. MEDICAL REPRESENTATIVE
Doctor, what are the major concern while prescribing azithromycin in children?
Taste Diarrhoea
Primary Research- Doctor
Reference
Essentials of Pharmacology :K D Tripathi
www.ipcalabs.com
http://www.icra.in/Files/ticker/Indian%20Pharma%20ind.pdf.
MAT SEPT 2011
MAT June 2011
www.wikipedia.com