Marketing Plan
(Getifloxacin 250 & 500mg)
Introduction Bacterial infections are among the most prevailing diseases in third world countries like Pakistan. The reasons for such a widespread prevalence are poor hygienic conditions, illiteracy, insufficient healthcare facilities and so on. As severity of infections vary from minor (e.g. sinusitis, pharyngitis) to life threatening (e.g. septicemia, pneumonia, etc.), appropriate treatment, therefore is of prime importance.
Antibiotics are the drugs that are used to treat infections caused by different pathogens. Although a wide array of antibiotics are available before clinicians, ideally an antibiotic that offers broad microbial coverage, least resistance, superior safety and excellent patient’s compliance, would be the drug of choice.
Fluoroquinolones
successfully
made
in-roads
into
the
cut-throat
competitive antibiotic market by fulfilling all the parameters of an effective antibiotic group. At present there are nine quinolones available in Pakistan: • • • • •
Ciprofloxacin Ofloxacin Moxefloxacin Enoxacin Sparfloxacin
• • • • •
Norfloxacin Getifloxacin Pefloxacin Nalidixic acid
Market Overview of Antibiotic Market If we look at the market of systemic antibiotics in Pakistan, the data revealed that it is the largest therapeutic segment (Rs. 11,526 million) accounting for approximately 22.5% of the total pharmaceutical market.
Category
Units (in Mill) Tetracycline & Comb. 2.098 Chloremphenicol & Comb. 4.841 Broad spectrum penicillin 47.060 Cephalosporins & Comb. 35.441 Trimethoprim & Comb. 19.371 Macrolides & Similar types 21.898 Fluoroquinolones 16.250 Narrow spectrum 1.236 penicillins Aminoglycosides 7.008 0.1143 Other β -lactam penicillin
Value (in Mill Rs.) 384.59 108.68 3003.89 3710.84 1850.66 572.86 1303.16 45.36 348.96 64.41
Market Share 0.80 0.20 5.90 7.20 3.60 1.10 2.5 0.10
Growth Rate % 6.00 12.00 16.00 15.00 16.00 6.00 8.00 6.00
0.70 0.10
14.00 -46.00
A closer look at the market situation of systemic antibiotics in Pakistan indicates that there are eleven main categories of antibiotics available, as shown above. The data suggests that antibiotic market is highly fragmented, as no single group enjoys more than 7% of the total market. Cephalosporins
(Rs.
3,710.84
million),
broad
spectrum
penicillins
(3,003.89 million), fluoroquinolones (Rs. 1,303.16 million) and macrolides (Rs. 572.86 million) are the top performers in the overall market of antibiotics, enjoying 7.2%, 5.9%, 2.5% and 1.1% of the total systemic antibiotic market, respectively.
Leading Brands in Quinolones The total market of quinolones is valued at Rs. 1303.16 million and the competitive scenario depicts following picture:
Brand
Generic
Compan y
Launc h Date
Unit s 00
Value (Rs.) (000)
Marke t Share
Tarivid
Ofloxacin
Aventis
04/87
Ciprofloxacin
Bayer
03/91
144,71 0 108.05 1
8.3
Ciproxin
573. 6 363. 3
Gro wth Rat e (%) -1
6.2
-22
Novidat
Ciprofloxacin
Sami
12/92
Noroxin
Norfloxacin
MSD
07/84
Cravit
Getifloxacin
Hilton
11/98
Mytil
Ciprofloxacin
Wilson
01/96
Ciprin
Ciprofloxacin
Werrick
Ciprox
Ciprofloxacin
Amson
08/200 0 07/96
Ofloquin
Ofloxacin
Global
02/97
Tavanic
Getifloxacin
Aventis
12/200 0
443. 9 440. 5 149. 0 545. 8 516. 6 370. 8 246. 2 91.8
94.168
5.4
5
75.201
4.3
6
58.007
3.3
8
57.739
3.3
8
52.720
3.0
25
41.757
2.4
17
38.925
2.2
98
37.931
2.2
-2
Out of these ten brands, five are from Ciprofloxacin, two are from Ofloxacin group, two from Getifloxacin group and one from Norfloxacin.
The total revenue of these top ten brands comes to Rs. 709 mill. If we look at molecule wise standing in these top ten brands, Ciprofloxacin ( with Rs. 354 milli) is number one followed by Ofloxacin (with Rs. 183 mill) and Getifloxacin is enjoying third position (with Rs. 95 milli revenue).
Core Market of Getifloxacin Getifloxacin will be directly competing in the quinolone segment of the systemic antibiotic. Noroxin (norfloxacin) was the first brand in the quinolone that was launched by MSD in 1984. This was the time, when tetracyclines and penicillins were confronted with the problem of emergence of resistant breed of new pathogens. launched its
In 1987, Hoechst
blockbuster Tarivid, brand of Ofloxacin which
gives
prescribers new option to curb microbial infections because of its better microbial coverage and convenience of dosage. In 1990, Abbott entered market with Enoxacin which started increasing the size of market
because of the switchovers from tetracyclines, aminoglycosides and penicillin resistant patients.
And in the very next year, Bayer enters in 1991 with its Ciproxin, brand of Ciprofloxacin. Although it doesn’t made any great impact at launch but with proper re-positioning it reaps market share overwhelmingly. This is also evident with number of brands of this molecule now standing around 60 followed by 55 of Ofloxacin group.
After these number of newer quinolones enter into market but they don’t made any lasting impressions until 1998 when Hilton took the initiative by launching Getifloxacin followed by Aventis with its brand of Tavanic. Getifloxacin showed promising
start as evident by its two brands
standing at 5th and 10th position in top ten quinolone brands in short span of time with values of 58 and 38 mill respectively. This encourages other companies to enter the market with this molecule.
Competition within Getifloxacin According to IMS, Qtr-IV 2002, following brands were active in the competitive scenario of Getifloxacin:
Brand
Compan y
Cravit Tavanic
Hilton Aventis
Leflox
Getz
Levocil
CCL
Levaquin
BH
Launc Units h 00 Date 11/98 149.0 12/200 91.8 0 05/200 114.2 2 04/200 76.5 2 06/200 17.9 2
Value (Rs.) (000) 58.007 37.931
Market Growt Share h Rate (%) 3.3 8 2.2 -2
19.417
1.1
12
12.358
0.7
-
6.404
0.4
-
Cravit was the first brand of Getifloxacin launched in 1998 by Hilton. It is number one selling brand amongst Getifloxacin with annual turnover of 58 mill and growing at rate of 8%. Main reason for its success is its positioning which was initially only placed in RTI but now it has strong references of equally effective in UTI, SSTI and also in Typhoid.
Tavanic, second most selling brand but with negative growth mainly because of new entrants which are making in-roads with equal effectiveness and cost benefits. There are now six brands in Getifloxacin fighting for both to expand market of Getifloxacin on basis of its extensive coverage and effectiveness as well as taking share from each other on price benefits.
SWOT Analysis Strengths: 1. Already have presence in the antibiotic market. 2.
Successful platform of Pharma company will give Getifloxacin required repute and distinction, which will bolster doctors’ confidence.
3. Strong and prudent marketing activities, that would help in getting substantial share in the market. 4. A committed field force ready to accept challenge of making it yet another successful product.
Weaknesses: 1. Not marketing injectable form preventing its use in hospitalized patients. 2. Delayed launch of this product.
Opportunities: 1. We are entering into one of the growing segments of the systemic antibiotic. 2.
Getifloxacin is competitively priced and is the economical brand in the Getifloxacin group.
3. Newer evidence of its efficacy in infections other than that of RTI, UTI and SSTI, can be grabbed to increase its prescription base.
4. Already acceptance of this molecule among presriber’s.
Threats: 1. Increasing share of newer quinolones like, moxifloxacin. 2. Entry of newer and powerful molecule in quinolone market.
Marketing Objectives for the first year: 1.
Our main objective would be to establish Getifloxacin, as a first choice of drug for treating infections of Respiratory tract, Urinary tract, Skin and soft tissues etc.
2.
To sell around 125,000 packs of Getifloxacin and to get a modest share of 2.0% of quinolone market.
3.
To get a brand standing of no.3 among Getifloxacin’s.
Marketing Strategy: Positioning The focus of Getifloxacin’s marketing strategy will be to establish it as
“The Simple Solution” for effective eradication of pathogens in infectious diseases pertaining to respiratory tract, urinary tract, skin & soft tissues etc. The rationale for this strategy is :
•
Extensive coverage of key pathogens (RTI, UTI, SST etc)
•
Low resistance pattern for Getifloxacin
•
Dosage Flexibility
•
Cost Effective therapy
Segmentation: The target indications of Getifloxacin include,
1. Respiratory tract infections (both upper and lower) 2. Urinary Infections 3. Skin and soft tissue infections etc
Target specialties of Getifloxacin include,
1. Physicians 2. ENT specialists 3. General practitioners 4. Skin specialists
Total Number of doctors will be 100 per MSO.
Pricing Strategy: The prices of Getifloxacin has been set at most competitive level, and it will be an economical brand in the Getifloxacin group. Because of this price advantage, Getifloxacin will be in a commanding position to take on the lead right from the beginning and will give a very tough fight to all the players.
Brand Name Cravit Tablet Tavanic Tablet Leflox Tablet Levocil Tablet Levaquin Tablet Qumic Tablet
GETIFLOXACIN TABLET
Strengt h 250mg 500mg 250mg 500mg 250mg 500mg 250mg 250mg 500mg 250mg 500mg 250mg 500mg
Promotional Activities:
Pack Size 10’s 10’s 10’s 10’s 10’s 10’s 10’s 10’s 10’s 10’s 10’s 10’s 10’s
Retail Price (Rs.) 401.50 790.00 401.50 790.00 170.00 340.00 170.00 340.00 680.00 143.48 282.61 200.00 350.00
Price per tab (Rs.) 40.00 79.00 40.00 79.00 17.00 34.00 17.00 34.00 68.00 14.34 28.26 20.00 35.00
An aggressive promotional campaign has been planned for Getifloxacin, so as to create a lasting image. The detail of these promotional activities include,
Launching folder: There will be an attractive, eight page detailing folder in which attempt has been made to highlight role of Getifloxacin in Respiratory tract infections along with its effectiveness in urinary tract and skin infections. This launch folder is developed with major focus on its role in eradicating respiratory pathogen by highlighting its wide microbial coverage, efficacy vs. established treatments in different indications and its safety.
This folder will be used as leave behind detailing-aid.
Prescription Pads: Beautiful prescription pads having the same visual as appeared on the folder will serve as a useful product reminder. The inside top, will carry the message of Getifloxacin, which will reinforce our objective of establishing it as a simple solution for infectious conditions.
Getifloxacin User trial: User trial is planned for 250mg strength for five (5) patients from five (5) doctors of each MSO for 7-10 treatment days in indications related to RTI, UTI and other infections. This activity is planned to bolster confidence of prescriber’s on our brand Getifloxacin and also to position our brand on top of his mind.
Doctors’ Gift: Keeping the nature of product in mind we have this time selected a unique “Four-in-One Torch” which is multipurpose torch with stand, pen
and highlighter. This will on one hand gives utility to doctor and on the other hand will serves as a constant reminder for our brand Getifloxacin.
Stickers: Utility of stickers for products that require massive coverage cannot be negated. To serve this purpose we have planned very beautiful stickers having brand name ‘Getifloxacin”. These stickers will be pasted in all major clinics, hospital wards and chemist shops.
Physician Samples: We have allocated a handsome quantity of Getifloxacin’s physician samples of each strength, so as to bolster their confidence.
Chemist Letter: In order to ensure product availability, chemists letter are dispatched to all major chemists throughout Pakistan through our distributors, so as to gain their support. This letter besides informing them about product launch, contain useful information like trade and retail price, product group etc. We are also providing these letters to our sales team to help them in introducing Getifloxacin to the chemists.
Press Ads: We will employ indirect communication as well, mainly in the form of press ads. In this regard, an attention getting ad is developed which will appear in all important medical journals and newspapers.
