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Brand plan.. himanshu tripathi

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Market analysis

PRESENTED BY: (GROUP 3)PARTH GANDHI (13)HIMANSHU TRIPATHI (14)VINAYAK INDULKAR (15)MRUNALI INTWALA (16)RUDRAKSH JOSHI (17)UMANG JOSHI (18)

PLAN3/19/2015mrunali, rudraksh, umang, vinayak, parth, himanshu11

3/19/2015mrunali, rudraksh, umang, vinayak, parth, himanshu2INTRODUCTION OF THE COMPANYALTA VISTA started in way back in 1989 with head quarters in Mumbai.ALTA VISTA pharmaceutical is a branded generic pharmaceutical company which entered firstly through respiratory segment.Our top divisions include generics, speciality and APIALTA VISTA is leading global player in respiratory therapy Anti-TB, and Cardiovascular drugs (ACE-inhibitors and cholesterol reducing agents) and has a notable presence in the areas of diabetes, anti-inflammatory and Cephalosporins (anti-infectives)

3/19/2015mrunali, rudraksh, umang, vinayak, parth, himanshu3MISSIONTo become a leading generic pharmaceutical company through introduction of wide portfolio of branded and generic products in the market.VISSIONTo become most valued pharmaceutical company through continuously serving high quality products to people.MISSION AND VISSION3/19/2015mrunali, rudraksh, umang, vinayak, parth, himanshu4MAIN DIVISIONRespiratory molecules includeSalbutamol tablet and cough syrupMontelukastAmoxicillinLinezolidPrednisone

3/19/2015mrunali, rudraksh, umang, vinayak, parth, himanshu5PRODUCT DESCRIPTION

Molecular Formula: C13H21NO3

Molecular Weight: 239.31074 g/molMOA: 2 adrenergic receptor stimulator (predominant in bronchial smooth muscle of the lung

activation of enzyme adenyl cyclase that form cyclic AMP from ATPrelaxes bronchial smooth muscle and decreases airway resistance by lowering intracellular ionic calcium concentrations inhibits the release ofbronchoconstrictor mediators (histamine, leukotreine)

3/19/2015mrunali, rudraksh, umang, vinayak, parth, himanshu6PHARMACOKINETICS3/19/2015mrunali, rudraksh, umang, vinayak, parth, himanshu7DOSAGEORALAcute bronchospasmAdult: 2-4 mg (up to 8 mg) 3-4 times daily. As modified-release tablet: 8 mg bidChild: 1 mth-2 yr: 100 mcg/kg (max: 2 mg), 2-6 yr: 1-2 mg, >6 yr: 2 mg. Doses to be taken 3-4 times daily.Elderly: Initially, 2 mg 3-4 times daily.3/19/2015mrunali, rudraksh, umang, vinayak, parth, himanshu8InhalationAcute bronchospasmAdult: As aerosol: 100 or 200 mcg (1-2 puffs) 3-4 times daily

InhalationAcute severe asthmaAdult: As MDI: 4-6 inhalations may be given every 10-20 min via a large volume spacer.

InhalationSevere bronchospasmAdult: Via nebuliser: 2.5-5 mg, may repeat up to 4 times daily. Child: >18 mth: Via nebuliser: 2.5-5 mg, may repeat up to 4 times daily

DOSAGE3/19/2015mrunali, rudraksh, umang, vinayak, parth, himanshu9CONTRAINDICATIONS &ADR3/19/2015mrunali, rudraksh, umang, vinayak, parth, himanshu10STORAGE CONDITIONKeep all medicines out of the reach and sight of children.Store in a cool, dry place, away from direct heat and light. InhalationStore between 2-25C (36-77F). IntravenousStore below 30C. Protect from light. OralStore at 20-25C (68-77F). ParenteralStore below 30C. Protect from light.3/19/2015mrunali, rudraksh, umang, vinayak, parth, himanshu11INDICATIONS3/19/2015mrunali, rudraksh, umang, vinayak, parth, himanshu12INDICATION & DOSESASTHAMA

Usual Adult Dose for Asthma - Acute

Metered-dose inhaler: 2 puffs every 4 to 6 hours as needed.

Inhalation capsules: 200 mcg inhaled every 4 to 6 hours.May increase to 400 mcg inhaled every 4 to 6 hours, if necessary.

Nebulizer: 2.5 mg every 6 to 8 hours as needed. (2.5 to 5 mg once followed by 2.5 mg every 20 minutes for acute bronchospasm).

3/19/2015mrunali, rudraksh, umang, vinayak, parth, himanshu13COPDMetered-dose inhaler: 2 puffs every 4 to 6 hours as needed.

Inhalation capsules: 200 mcg inhaled every 4 to 6 hours.May increase to 400 mcg inhaled every 4 to 6 hours, if necessary.

Nebulizer: 2.5 mg every 6 to 8 hours as needed. (2.5 to 5 mg once followed by 2.5 mg every 20 minutes for acute bronchospasm).

3/19/2015mrunali, rudraksh, umang, vinayak, parth, himanshu14DRUG INTERACTIONS3/19/2015mrunali, rudraksh, umang, vinayak, parth, himanshu15 BRONCHOSPASM PROPHYLAXISMetered-dose inhaler: 2 puffs (180 or 216 mcg) 15 minutes before exercise.Inhalation capsules: 200 mcg inhaled 15 minutes before exercise

3/19/2015mrunali, rudraksh, umang, vinayak, parth, himanshu16SWOT AnalysisSWOT3/19/2015mrunali, rudraksh, umang, vinayak, parth, himanshu17MARKET ANALYSIS

3/19/2015mrunali, rudraksh, umang, vinayak, parth, himanshu18ORG DATA ANALYSISBronchodilators in India- 1565.4 croresSalbutamol with combination= 542.66croresTotal salbutamol plain market- 165.17 crores3/19/2015mrunali, rudraksh, umang, vinayak, parth, himanshu19Brands ManufacturerMarket share%Value MAT MAR14 % Growth AsthalinCipla 92.04%111.337%Ventorlin Gsk5.75%6.9526%Salbair Lupin1.65%1.99-32%Derihaler German Remedies0.36%0.44-42%Salsol Kee Pharma 0.16%0.19-56%Aerotaz Sun Pharma0.04%0.001----Overall salbutamol market is growing at 7%

IMS DATA ANALYSIS3/19/2015mrunali, rudraksh, umang, vinayak, parth, himanshu20TYPICAL PATTERN OF SALBUTAMOL MARKET (IMS DATA)20142013201220112010120.95113.22117.11109.45103.693/19/2015mrunali, rudraksh, umang, vinayak, parth, himanshu21Brand CompanyUnitsGrowthAsthalinCipla 6656612%Ventorlin Gsk879.18-2%Salbair Lupin1506.57-49%Derihaler German remedies324.02-70IMS UNIT WISE SALES DATAOverall salbutamol market is growing at 6%3/19/2015mrunali, rudraksh, umang, vinayak, parth, himanshu22 Dosage FormSalesInhalers 120.67Solids22.9Rota Cap14.53Respules7.98Solutions6.7Transhalers1.643/19/2015mrunali, rudraksh, umang, vinayak, parth, himanshu23Communication 3/19/2015mrunali, rudraksh, umang, vinayak, parth, himanshu24

3/19/2015mrunali, rudraksh, umang, vinayak, parth, himanshu25

Give your patients there right to breathe3/19/2015mrunali, rudraksh, umang, vinayak, parth, himanshu26

3/19/2015mrunali, rudraksh, umang, vinayak, parth, himanshu27SighfreeSalbutamol 100 mcg MDIRxIn Asthma & COPDTrusted choice for a smart leader

Sighfree

Free from3/19/2015mrunali, rudraksh, umang, vinayak, parth, himanshu28

Leadership begin with vision ,self belief and countless steps of trustsighfreeRxSalbutamol 100 mcg MDILBL QUARTER 13/19/2015mrunali, rudraksh, umang, vinayak, parth, himanshu29sighfree

Trusted choice for a smart leaderIn ASTHMA & COPD RxSalbutamol 100 mcg MDI

sighfree3/19/2015mrunali, rudraksh, umang, vinayak, parth, himanshu30A - AVOIDS - SERVET - TREATH- HELPM-MANAGEA ALL ONE sighfree

Salbutamol 100 mcg MDITrusted choice for a smart leader

TO TREAT ,Rx3/19/2015mrunali, rudraksh, umang, vinayak, parth, himanshu31sighfree

VICTORY OVER , ASTHAMACOPD

Rx3/19/2015mrunali, rudraksh, umang, vinayak, parth, himanshu32STICKER

3/19/2015mrunali, rudraksh, umang, vinayak, parth, himanshu33DOCTOR MIX TARGET CUSTOMERCHEST PHYSICIAN CONSULTING PHYSICIANGENERAL PHYSICIANPEDIATRICIAN DOCTOR CLASSIFICATIONDOCTOR SPECIALITYNUMBER OF DOCTORSCHEST PHYSICIAN4500CONSULTANT PHYSICIAN12000GENERAL PHYSICIAN24000PEDIATRICIAN45003/19/2015mrunali, rudraksh, umang, vinayak, parth, himanshu34OBJECTIVESHORT TERM To achieve 3 % market share in the year of launch.LONG TERM To make a brand worth 13 cr within 3 years of launchYEAR 1YEAR 2YEAR 3MARKET SHARE3%3.5%4.5VALUE3.60Cr4.23Cr5.44CrGROWTH-16.66%28%UNIT609900716949922033UNIT GROWTH-16.66%28%3/19/2015mrunali, rudraksh, umang, vinayak, parth, himanshu35Price IndexBrandCompanyPack(200 mdi)MRP (Rs.)%1Asthalin Cipla 100 mcg1071002Ventorlin Gsk 100 mcg9891%3Derihaler German remedies100 mcg134.33128%4Salbair Lupin100 mcg96.2589%5AerotazSun pharma100 mcg74.7570%6SighfreeAlta vista100 mcg9588%363/19/2015mrunali, rudraksh, umang, vinayak, parth, himanshuPRICE CALCULATION FOR SIGHFREE INHALER 200 MIDEXCISE DUTYPRICE CALCULATIONMRPPRODUCT95VAT 4%3.891.2ED 9%8.4482.76DISCOUNT TO RETAILER20%-16.55PRICE TO RETAILER ( ED +VAT)66.21DISCOUNT TO STOCKIST10%-6.621PRICE TO STOCKIST59.589MRP9565%61.75ED 9% (6% +3%)3.813/19/2015mrunali, rudraksh, umang, vinayak, parth, himanshu37SALES COVERAGETotal sales officers- 300Doctors per sales officer- 150Doctor list classification per sales officer-Chest physicians- 15Consulting physicians- 40Pediatrics- 15General practitioners- 80

3/19/2015mrunali, rudraksh, umang, vinayak, parth, himanshu38Doctors Calls planned /monthPrescriptions per monthPrescriptions per yearTotal Prescriptions (300 sales officers)Chest physician10*2=20 5*1=1851020306000Consulting physician30*2=6010*1=1045540162000Pediatrics 15*1=151012036000General practitioners50*2=10040*1=4030360108000Total 2501702040612000SALES OFFICERS CALLS PLANNING & Rx FORECASTING3/19/2015mrunali, rudraksh, umang, vinayak, parth, himanshu39SALES FORECASTINGTotal number of unit sales in year of launch-612000Total revenue- 3.61 croresMarket share achieved in the year of launch- 3.0%

3/19/2015mrunali, rudraksh, umang, vinayak, parth, himanshu40QUARTER WISE SALES PLANQUARTER IN A YEARSALE/UNITVALUEQ1 900005310000Q21170006903000Q317550010354500Q422740013416600Total 609900359841003/19/2015mrunali, rudraksh, umang, vinayak, parth, himanshu41PROMOTIONAL EXPENSESINPUTSCALCULATIONSEXPENSES

Visual aid350 *300*44.2lacsAsthma day celebration(SAMPLE)15*10*300*3214 lacsAMBIPURE100*50*30015 lacs STICKER10*150*3004.5 lacsPAINTING WITH FRAME 100*50*30015 lacsAIRSONEA1000*5*30015 lacsLBL4.5*300*150*1224 lacsTOTAL EXPENSE90 lacs3/19/2015mrunali, rudraksh, umang, vinayak, parth, himanshu42PROMOTIONAL INPUTSINPUTSQ1(APR-JUNE)Q2(JULY-SEP)Q3(OCT-DEC)Q4(JAN-MAR)VISUAL AID LBL AMBIPURE-- -PAINTING WITH FRAME- --AIRSONEA STICKER ---SAMPLE - -