Boni D

Prepared byMd. Hasif SinhaProduct ExecutiveDelta Pharma Limited

“Boni Group”

Presentation on

Food Supplement

Activity of Food Supplement:

Provides essential vitamins & minerals which we are not getting sufficient amount

Types of Food Supplements:

Vitamins Minerals Vitamins with Minerals

Necessity of Calcium and Vitamin D3

Calcium:

Most important element for the body Structural component of bones, teeth, and soft tissues

Vitamin D3:

Increase the absorption rate of Calcium up to 70-80% Helps to build strong bones

Necessity of Calcium and Vitamin D3

Daily Requirement of Calcium & Vitamin D3:

Age Group (yr)Dietary Reference Intakes

Ca (mg) Vit D3 (I.U.)

9-18 1,300 600

19-50 1,000 600

>50 1,200 600

Postmenopausal Women 1,500 800

Necessity of Calcium and Vitamin D3

Complications:

Hip fracture: 33% Osteoporotic fractures: 30-50% (Female), 15-30% (Male) Fractures ( 50 yr): 1 in 3 (Women), 1 in 5 (Men) 1 in 5 die following fractures

World Osteoporosis Day

Necessity of Calcium and Vitamin D3

Only solution: Calcium & Vitamin D3 supplementation

Meet “Dietary Reference” requirements: 100%

Reduce the risk of hip fracture: 20-25%

Types of Calcium Supplements

Supplement Elemental Calcium Comment

Calcium carbonate

40% • Most commonly used• Well absorbed • Least expensive

Calcium gluconate 9% • Used intravenously for severe hypocalcemia• Well absorbed by orally, but low content of elemental calcium• Very expensive

Calcium lactate 13% • Well absorbed, but low content of elemental calcium

Calcium citrate 21% • Better absorbed, especially by those with decreased stomach acid• May protect against kidney stones • More expensive

Calcium phosphate 31% • Tricalcium or dicalcium phosphate• Absorption similar to calcium carbonate• Used more in Europe

Product Description

Boni Boni D Boni M

Ca Ca + Vit D Ca + Vit D + Mrl

Product Description

Boni:

Composition: Calcium Carbonate BP 1250 mg equivalent to 500 mg elemental Calcium

Therapeutic Class: Food Supplement Indications: Adolescents (ages 13–19), Insufficient calcium

intake Dosage & Administration: 1 tablet in the morning and 1 at

night after meal with a full glass of water Pack Size & Price (MRP): 16’s tablets container 48.00 tk

Product Description

Boni D:

Composition: Calcium Carbonate BP 1250 mg equivalent to 500 mg elemental Calcium & Vitamin D3 200 I.U. as Cholecalciferol USP

Therapeutic Class: Food Supplement Indications: Pregnancy & lactation, Postmenopausal problem,

Back pain or low back pain, Bone fractures Dosage & Administration: 1 tablet in the morning and 1 at

night after meal with a full glass of water Pack Size & Price (MRP): 15’s tablets container 60.00 tk &

30’s tablets container 120.00 tk

Product Description

Boni M:

Composition: Calcium Carbonate BP 1500 mg equivalent to 600 mg elemental Calcium, Vitamin D3 200 I.U. as Cholecalciferol USP, Magnesium 40 mg, Zinc 7.50 mg, Manganese 1.80 mg, Copper 1 mg, Boron 250 mcg

Therapeutic Class: Food Supplement Indications: Osteoporosis, Osteomalacia, Osteopenia Dosage & Administration: 1 tablet in the morning and 1 at

night after meal with a full glass of water Pack Size & Price (MRP): 15’s tablets container 60.00 tk &

30’s tablets container 120.00 tk

Product Description

Brand Slogan:

Love your BONES & live a HAPPY life…

Brand Positioning

Boni Adolescents (ages 13–19) Insufficient calcium intake

Boni D Pregnancy & lactation Back pain or low back pain Bone fractures

Boni M Osteoporosis Osteomalacia Osteopenia Postmenopausal problem

Target Doctors

Gynecologists Orthopedists General Practitioners Rural Medical Practitioners

Branding Activities

Continuous support with PPMs

Gift items for Doctors

Focus promotion on Selective Potential Prescribers

Special activities, PPMs & gift items followed by Special Days or Events (eg. World Osteoporosis Day, Begum Rokeya Day, International Women’s Day, Mother’s Day etc)

PPM Review - (Sep’11)

PPM Review - (Oct’11)

PPM Review - (Oct’11)

PPM Review - (Dec’11)

PPM Review - (Jan’12)

PPM Review - (Mar’12)

PPM Review - (Apr’12)

PPM Review - (May’12)

PPM Review - (Jun’12)

PPM Review - (Jul’12)

PPM Review - (Aug’12)

PPM Review - (Oct’12)

Market Size(IMS 2nd quarter 2012)

Calcium Preparations:

Total Market Size: 196.16 cr. Growth: 29.56%

Calcium + Vitamin D3:

Total Market Size: 152.05 cr. Growth: 31.47%

Market Leaders(IMS 2nd quarter 2012)

Calcium, Vitamin D3 & Minerals:

Product Company Sales (cr.) Growth (%)

Calbo - D Square 24.52 18.72

Coral Cal - D Radiant 12.66 -

Sandocal - D Sandoz 9.46 45.82

Ostocal - D SK+F 8.44 31.81

Calcin - D Renata 8.42 35.14

Calbon - D Aristopharma 8.28 27.24

Major Competitor Brands

COMPANY CALCIUM + VITAMIN DCALCIUM + VITAMIN D +

MINERALS

Square Calbo D Calboplex

SK+F Ostocal D Ostocal M

Sandoz Sandocal D

Incepta Calvimax Calvimax plus

Beximco Aristocal D Aristocal M

Opsonin Ostogen D Ostogen plus

Renata Calcin D Calcin M

Acme A-Cal D

ACI Acical D Acical M

Major Competitor Brands

COMPANY CALCIUM + VITAMIN DCALCIUM + VITAMIN D +

MINERALS

Aristopharma Calbon D Calbon M

Orion Maxical

Radiant Coral Cal - D

General Pharma Cadmin Cadmin plus

GSK Caldivit

Unimed Unihealth Oscal D Oscal M

Drug International Caldin plus

Health Care Rocal D Rocal M

Popular Ultracal D

Brand Growth & Position (IMS 2nd quarter)

Features 2010 2011 2012

Sales (cr.) 1.40 1.96 2.66

Growth (%) 5.71 30.96% 53.94

Position 22 19 12

Brand Prescription Share & Position (4P data, June - June)

Features 2010 2011 2012

Prescription Share 1.47 1.83 1.96

Position 19 17 14

Product Life Cycle Analysis

IdentifyingFeatures

Stages

Introduction Growth Maturity Decline

Sales Low High High Low

Investment Cost Very High High Low Low

CompetitionLow or no

competitionHigh Very High Low

Advertising Very High High High Low

Profit Low High High Low

SWOT Analysis

Strengths:

Quality: RM source from Calmax, Germany Enthusiasm: Field Forces Good support: DPL shareholder doctors and gynecologists Affordability: Only 4 tk/tab

SWOT Analysis

Weaknesses:

Less number of MPOs than top tier competitors Uncovered districts: Bandarban, Rangamati, Khagrachari Uncovered chemist shops

SWOT Analysis

Opportunities:

Large market size: 196.16 cr. Highly growing market: 29.56% Enlargement: Doctor & Chemist coverage

SWOT Analysis

Threats:

Aggressive marketing of the competitors Unethical practices of some unauthorized brands Other generics: Calcium lactate, Calcium gluconate etc

Conclusion

4th positioned value added brand of DPL (2010 & 2011)

Doctors feedback is very good

Patients compliance is also good

Q & A

Thank you…