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Page 1: Brand plan..salbutamol.by himanshu tripathi

PRESENTED BY: (GROUP 3)

PARTH GANDHI (13)HIMANSHU TRIPATHI (14)VINAYAK INDULKAR (15)MRUNALI INTWALA (16)RUDRAKSH JOSHI (17)UMANG JOSHI (18)

PLAN

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Page 2: Brand plan..salbutamol.by himanshu tripathi

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Page 3: Brand plan..salbutamol.by himanshu tripathi

INTRODUCTION OF THE COMPANY

ALTA 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 API

ALTA 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)

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MISSIONTo 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 VISSION

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MAIN DIVISION

Respiratory molecules include

Salbutamol tablet and cough syrup

Montelukast

Amoxicillin

Linezolid

Prednisone

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PRODUCT DESCRIPTION

Molecular Formula: C13H21NO3

Molecular Weight: 239.31074 g/mol

MOA:β 2 adrenergic receptor stimulator (predominant in bronchial smooth muscle of the lung

activation of enzyme adenyl cyclase that form cyclic AMP from ATP

relaxes bronchial smooth muscle and decreases airway resistance by lowering intracellular ionic calcium concentrations inhibits the release of

bronchoconstrictor mediators (histamine, leukotreine)

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A• Readily absorbed from the GI tract

D

• β-half-life of about 37 min

• rapidly penetrated the ‘blood-brain barrier’ and reached brain concentrations amounting to about 5% of the plasma concent

M• Hepatic and in the gut wall

E

• Via the urine as metabolites and unchanged drug. Some excretion in the faeces.

PHARMACOKINETICS

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DOSAGE

ORAL

Acute bronchospasm

Adult: 2-4 mg (up to 8 mg) 3-4 times daily.

As modified-release tablet: 8 mg bid

Child: 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.

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InhalationAcute 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

DOSAGE

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CONTRAINDICATIONS &

ADRC

ON

TR

AIN

DIC

AT

ION

S • Severe pre eclampsia,

• Intra uterine foetaldeath

• Pediatric Use should not be given children below 2 years

• Lactation

AD

VE

RS

E D

RU

G R

EA

CT

ION

S • Tachycardia

• Dysrhythmias

• Tremor

• Pregnancy :Drugs should be given only if the potential benefit justifies the potential risk to the foetus.

• Overdose

• CNS stimulation

• Hypokaleimia

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STORAGE CONDITION

Keep all medicines out of the reach and sight of children.

Store in a cool, dry place, away from direct heat and light.

InhalationStore between 2-25°C (36-77°F). IntravenousStore below 30°C. Protect from light. OralStore at 20-25°C (68-77°F). ParenteralStore below 30°C. Protect from light.

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INDICATIONS

• ASTHAMA1• BRONCHITIS2• EMPHYSEMA(COPD)3• WHEEZING CAUSED BY

EXCERCISE4• UTERINE MUSCLE

RELAXATION5

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INDICATION & DOSES

ASTHAMA

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).

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COPD

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).

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DRUG INTERACTIONS

THEOPHYLLINEBETA-BLOCKER

(PROPRANALOL)

DIURETICS METHYLDOPA

DRUG USED FOR DEPRESION

STEROIDS AND

DIGOXIN

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BRONCHOSPASM PROPHYLAXIS

Metered-dose inhaler: 2 puffs (180 or 216 mcg) 15 minutes before exercise.

Inhalation capsules: 200 mcg inhaled 15 minutes before exercise

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SWOT Analysis

STRENGTH

EASY DOSES AND INSTANT RELIEF, CHRONIC CARE

HIGH MARKETSHARE OF INHALER IN DOSES FORM CATAGORY

WEAKNESS

LESS DIVERSIFY PRODUCT PORTFOLIO

MARKET IS VERY SMALL VALUE WISE

OPPORTUNITIES

Increased awareness about the disease and increase in medical spending

THREAT

SLOW MARKET GROWTH

CIPLA ALREADY HAS MARKETSHARE OF 92%

LARGE GROUP OF GENERIC WELL ESTABLISED COMPITITOR

SWOT

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ORG DATA ANALYSIS

Bronchodilators in India-1565.4 crores

Salbutamol with combination= 542.66crores

Total salbutamol plain market-165.17 crores

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Brands Manufacturer Market share% Value MAT MAR’14

% Growth

Asthalin Cipla 92.04% 111.33 7%

Ventorlin Gsk 5.75% 6.95 26%

Salbair Lupin 1.65% 1.99 -32%

Derihaler German Remedies 0.36% 0.44 -42%

Salsol Kee Pharma 0.16% 0.19 -56%

Aerotaz Sun Pharma 0.04% 0.001 ----

Overall salbutamol

market is growing at 7%

IMS DATA ANALYSIS

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Page 21: Brand plan..salbutamol.by himanshu tripathi

TYPICAL PATTERN OF SALBUTAMOL MARKET (IMS DATA)

2014 2013 2012 2011 2010

120.95 113.22 117.11 109.45 103.69

95

100

105

110

115

120

125

2010 2011 2012 2013 2014

SALES BY YEAR

YEAR

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Brand Company Units Growth

Asthalin Cipla 66566 12%

Ventorlin Gsk 879.18 -2%

Salbair Lupin 1506.57 -49%

Derihaler German remedies

324.02 -70

IMS UNIT WISE SALES DATA

Overall salbutamol market is growing

at 6%

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inhalers 60%

solids17%

rota cap11%

respules6%

solutions5%

transhalers1%

Market share of dosage forms

inhalers solids rota cap respules solutions transhalers

Dosage Form Sales

Inhalers 120.67

Solids 22.9

Rota Cap 14.53

Respules 7.98

Solutions 6.7

Transhalers 1.64

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Page 28: Brand plan..salbutamol.by himanshu tripathi

SighfreeSalbutamol 100 mcg MDI

RxIn Asthma & COPD

T r u s t e d c h o i c e f o r a s m a r t l e a d e r

Speedy results in 3

minutes

Treats breathless

ness

Smart partner for complete

relief

Portable design

Free from

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Leadership begin with vision ,self belief and countless steps of trust

sighfreeRx

Salbutamol 100 mcg MDI

LBL QUARTER 1

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sighfree

RAPID ACTION

EASY USE

PORTABLE DESIGN

T r u s t e d c h o i c e f o r a s m a r t l e a d e r

In ASTHMA & COPDRx

Salbutamol 100 mcg MDI

sig

hfr

ee

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A - AVOID

S - SERVE

T - TREAT

H- HELP

M-MANAGE

A – ALL ONE

sighfreeSalbutamol 100 mcg MDI

T r u s t e d c h o i c e f o r a s m a r t l e a d e r

TO TREAT ,

Rx

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sighfree

VICTORY OVER ,

ASTHAMA

COPD

Rx

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STICKER

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DOCTOR MIX

TARGET CUSTOMER

1. CHEST PHYSICIAN

2. CONSULTING PHYSICIAN

3. GENERAL PHYSICIAN

4. PEDIATRICIAN

DOCTOR CLASSIFICATION

DOCTOR SPECIALITY NUMBER OF DOCTORS

CHEST PHYSICIAN 4500

CONSULTANT PHYSICIAN 12000

GENERAL PHYSICIAN 24000

PEDIATRICIAN 4500

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Page 35: Brand plan..salbutamol.by himanshu tripathi

OBJECTIVE

SHORT TERM

To achieve 3 % market share in the year of launch.

LONG TERM

To make a brand worth 13 cr within 3 years of launch

YEAR 1 YEAR 2 YEAR 3

MARKET SHARE 3% 3.5% 4.5

VALUE 3.60Cr 4.23Cr 5.44Cr

GROWTH - 16.66% 28%

UNIT 609900 716949 922033

UNIT GROWTH - 16.66% 28%

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Page 36: Brand plan..salbutamol.by himanshu tripathi

Price Index

Brand Company Pack(200 mdi) MRP (Rs.) %

1 Asthalin Cipla 100 mcg 107 100

2 Ventorlin Gsk 100 mcg 98 91%

3 DerihalerGerman

remedies 100 mcg 134.33 128%

4 Salbair Lupin 100 mcg 96.25 89%

5 Aerotaz Sun pharma 100 mcg 74.75 70%

6 Sighfree Alta vista 100 mcg 95 88% 363/19/2015 mrunali, rudraksh, umang, vinayak, parth, himanshu

Page 37: Brand plan..salbutamol.by himanshu tripathi

PRICE CALCULATION FOR SIGHFREE INHALER 200 MID

EXCISE DUTY

PRICE CALCULATION

MRP

PRODUCT 95

VAT 4% 3.8

91.2

ED 9% 8.44

82.76

DISCOUNT TO RETAILER

20% -16.55

PRICE TO RETAILER ( ED +VAT)

66.21

DISCOUNT TO STOCKIST

10% -6.621

PRICE TO STOCKIST 59.589

MRP 95

65% 61.75

ED 9% (6% +3%)

3.81

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Page 38: Brand plan..salbutamol.by himanshu tripathi

SALES COVERAGE

Total sales officers- 300

Doctors per sales officer- 150

Doctor list classification per sales officer-

Chest physicians- 15

Consulting physicians- 40

Pediatrics- 15

General practitioners- 80

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Page 39: Brand plan..salbutamol.by himanshu tripathi

Doctors Calls planned /month

Prescriptions per month

Prescriptions peryear

Total Prescriptions (300 sales officers)

Chest physician 10*2=205*1=1

85 1020 306000

Consulting physician 30*2=6010*1=10

45 540 162000

Pediatrics 15*1=15 10 120 36000

General practitioners 50*2=10040*1=40

30 360 108000

Total 250 170 2040 612000

SALES OFFICERS CALLS PLANNING & Rx FORECASTING

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SALES FORECASTING

Total number of unit sales in year of launch-612000

Total revenue- 3.61 crores

Market share achieved in the year of launch- 3.0%

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Page 41: Brand plan..salbutamol.by himanshu tripathi

QUARTER WISE SALES PLAN

QUARTER IN A YEAR

SALE/UNIT VALUE

Q1 90000 5310000

Q2 117000 6903000

Q3 175500 10354500

Q4 227400 13416600

Total 609900 359841003/19/2015 mrunali, rudraksh, umang, vinayak, parth, himanshu 41

Page 42: Brand plan..salbutamol.by himanshu tripathi

PROMOTIONAL EXPENSES

INPUTS CALCULATIONS EXPENSES

Visual aid 350 *300*4 4.2lacs

Asthma day celebration(SAMPLE)

15*10*300*32 14 lacs

AMBIPURE 100*50*300 15 lacs

STICKER 10*150*300 4.5 lacs

PAINTING WITH FRAME 100*50*300 15 lacs

AIRSONEA 1000*5*300 15 lacs

LBL 4.5*300*150*12 24 lacs

TOTAL EXPENSE 90 lacs

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Page 43: Brand plan..salbutamol.by himanshu tripathi

PROMOTIONAL INPUTS

INPUTS Q1(APR-JUNE)

Q2(JULY-SEP)

Q3(OCT-DEC)

Q4(JAN-MAR)

VISUAL AID

LBL

AMBIPURE - - -

PAINTING WITHFRAME

- - -

AIRSONEA

STICKER - - -

SAMPLE - - -

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Page 44: Brand plan..salbutamol.by himanshu tripathi

Brand P & L

Brand P& L YEAR 1 YEAR 2

1 SALES (Rs) 3.60cr 4.23Cr

2 Cost Of Goods 0.83cr 0.99Cr

3 Gross Margin (Rs) 2.77Cr 3.24Cr

4 Advt & promo (25% of sales) 0.90Cr 1.14Cr (27%)

5 Selling Expenses (10% of sales) 0.36Cr 0.33Cr(8%)

6 Distribution expences (5%) of sales )

0.18 Cr 0.21Cr(5%)

7 Marketing Expences (12% of sales )

0.43 Cr 0.42Cr(10%)

8 Gross Profit Before Tax 0.90Cr 1.14Cr

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THANK YOU

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