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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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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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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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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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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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
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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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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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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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
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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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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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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