BRAND PLAN

BRAND PLAN FOR METFORMIN

PRESENTED BY:SANKET UMREDKARSHARAN SHAHNITA TAMBOLIPREETI SURYAVANSHIKAJAL GAJFODE

To bring colours of joy in the life of people for a healthier tomorrow

VISION

Pharma

BRAND PLAN FOR METFORMIN

METFORMIN is an oral anti-diabetic drug from the biguanide class. It is the first-line drug for the treatment of type 2 diabetes.

It is the best choice for people with heart failure

PREFACE

Chemical name : N,N-dimethylimidodicarbonimidic diamide

Metformin improves hyperglycemia primarily through its suppression of hepatic glucose production, especially hepatic gluconeogenesis.

Metformin activates AMP-activated protein kinase (AMPK), a liver enzyme that plays an important role in insulin signaling, whole body energy balance, and the metabolism of glucose and fats, activation of AMPK is required for metformin's inhibitory effect on the production of glucose by liver cells.

In addition to suppressing hepatic glucose production, metformin increases insulin sensitivity, enhances peripheral glucose uptake.

MECHANISM OF ACTION

PHARMACOKINETICS

A

D

M

E

Bioavailability 40-60%Gastrointestinal absorption complete within 6hrs

Rapid distributionNo PPB

None at all

Active renal tubular excretion by OCT2

Indications: Diabetes mellitus type 2, poly cystic ovary syndrome, non-alcoholic fatty liver disease.

Contraindication: Lactic acidosis, kidney disorders.

Adverse Reaction : diarrhoea, cramps, nausea, vomiting and increased flatulence

The available strength of Xeramet XR :, 500mg ,1000mg

For 500 mg

500mg x 10 ---1 strip

10 strips --- 1box

100 boxes – 1shipper

For 1000 mg

1000mg x 10 ---1 strip

10 strips--- 1box

100 boxes – 1shipper

PRODUCT PRESENTATION

STORAGESTORAGE

Store at room temperature (20-25 oc) in a tightly closed container away from heat moisture and light

Indian pharmaceutical market = Rs 32,605 Cr growing at rate of 13%.

Anti Diabetic market = Rs 1518.18 Cr

Value growth = 26%

Oral hypoglycemic agents = Rs 1065.5 Cr

Value growth = 22%

Market Share = 70%

ORG ANALYSIS

Value of Metformin market = Rs 99.1Cr

Market share =9%

Value growth = 19%

ORG ANALYSIS

Ant diabetics Val in Cr Market share%

Growth %

Insulin 452.624 27 38

OHA 1065.54 73 22

Sulphonyl urea+ metformin

363.58 35 19

Sulphonyl urea 243.90 28 9

Triple combinations 101.82 2 117

Metformin 99.17 10 19

Glitazones 88.64 10 10

Alpha GI 77.14 5 33

Glitazone + Metformin 59.54 6 15

Glitazone +sulphonyl urea 13.57 1 6

Meglitinides 9.53 1 32

Others 8.63 1 9

Total Anti Diabetic market is Rs 1518.18 CrORG ANALYSIS

PRESCRIPTION ANALYSIS

Metformin is most prescribed diabetologist and cardiologist.

PRESCRIPTION ANALYSIS

4 monthly Rx trend of Metformin

Prescription of Metformin has remained constant from Nov-Feb 07

PRESCRIPTION ANALYSIS

STRENGTH

First line drug for the treatment of type 2 diabetes particularly in overweight and obese people.Best choice for people with heart failureOnce daily doseLess gastrointestinal side effects

OPPORTUNITY

Lucrative market segment.

THREAT

Other combination drugs of metforminOther oral hypoglycemic agents

WEAKNESSLate entry.

SALES FORECASTING

Year Sales (Rs in crores)

Market share (%)

Growth (%)

1 0.99 1.00

2 1.18 1.01 20

3 1.54 1.12 30

CAGR – 17.4%

Year 500mg(60%) 1000mg(40%)

1 59 lacs 40 lacs

2 71 lacs 47lacs

3 92 lacs 62 lacs

BRAND STRATEGY

Short term – To launch Xeramet XR in 2009 with a market share of 1%

Long term – To be among the top prescribed brand by 2015

OBJECTIVE

• CUSTOMER SEGMENT- Diabetologists, Consultant Physicians, gynecologists and Cardiologists

• MARKET SEGMENT- Metros- Diabetologists, gyneacologists , CPs,

Cardiologists Class 1- Diabetologists,gynaecologists, CPs,

Cardiologists Class 2- Diabetologists,gynaecologists, CPs,

Cardiologists

DOCTORS No. Of DOCTORS

METRO CLASS I CLASS II

Gynecologists

2500 1500 900 100

Cardiologist 4,000 2,500 1,400 100

Diabetologists

4,500 2,500 1,800 200

C.P. 31,400 10,000 15,000 6,400

DOCTOR CLASSIFICATION

INDICATION INDICATION

TYPE 2 DIABETES

DOCTORS METRO (90%)

CLASS I (75%)

CLASS II (60%)

Gynecologists

1350 675 60

Cardiologists 2,250 1,050 60

Diabetologists

2,250 1,350 120

C.P. 9,000 11,250 3,840

Total no of doctors- 42220

Sales Force Planning MR

Working Days Call/Day

Call /Month

1 24 10 240

  300 24 10 72000

         Dr

Classification Dr/MRCall to

Dr/MonthCalls to

Dr/Month Dr Total

Class A 50 2 100 15000

Class B 60 1 60 18000

Class C 30 1 30 9000

Total 140   190 42000

SALES FORCE PLANNING

COMMUNICATION

USPs of Metformin XR

It counteracts gastro-intestinal side effects

Increases patience compliance by reducing pill burden.

POSITIONING

First line drug for the treatment of type 2 diabetes particularly in overweight and obese people.

Best choice for people with heart failure

PRICING

Brand name

Doses Company

Price

Cetapin XR

500mg1000mg

Sanofi aventis

Rs 23Rs 29

100%100%

Glumet XR

500mg Cipla Rs 7.75 33.69%

XerametXR

500mg1000mg

VIBGYOR Rs 18.50Rs 23.50

80%80%

METFORMIN XR

PROMOTION

QUARTER 1 QUARTER 2 QUARTER 3 QUARTER4

Xeramet XR VA

Brand reminder

Dr name printed pad

Diseases Awareness poster

Samples

Xeramet XR visual aid

Patient program tracker

Banners for CME

Multipurpose pen &

Samples on demand

LBL

Brand reminders

Diet in Diabetes poster

ADVERTISEMENT IN Journals

Xeramet XRdetail aid

Ads InJOURNALS

LBLs

Conference folder & pen, Conf. display banner

QUARTERWISE PROMOTIONAL INPUTS

PROMOTIONSPROMOTIONS

TOTAL SLAES- 0.99 CR

25% ON PROMOTION 24.75 LAKH

Samples1% 0.2475 lakh

Literature1% 0.2475 lakh

Brand Reminder12% 2.97 lakh

Trade offer1% 0.2475lakh

Advt5% 1.23 lakh

Meet5% 1.23 Lakh

Stockist10% 2.475lakh

Retailer5% 0.2475lakh

CRM60% 14.85 lakh

Pr training5% 1.23 lakh

BRAND P&L AND FINANCIAL SUMMARY

 Price Calculation   500mg 1000mg

 Metformin XR MRP 18.50 23.50

 VAT (4%) 1 1

    17.50 22.50

 ED

(8%) 1 1

    16.50 21.50Discount to

retailer 15% 2.5 3

Price to Retailer(-ED & VAT) 14 18.50

Discount to Stockist 8% 1 1.5

Price to Stockist (NR)

(-ED & VAT) 13 17

Excise Duty  500mg 1000mg

MRP 18.50 23.5065 (%) 12 15

ED (8%) 1 1

METFORMIN XR

Price elements

Yr 1 Yr 2 Yr 3

No. of units 4,53,846 5,46,154 7,07,692

NR/ unit Rs 13 Rs 13 Rs 13

Sales 59 lacs 71 lacs 92 lacs

Cost of goods

23.6lacs 28.4 lacs 36.8 lacs

GM 35.4 lacs 42.6 lacs 55.2 lacs

GM (%) 60% 60% 60%

METFORMIN XR 500mg

Price elements

Yr 1 Yr 2 Yr 3

No. of units 2,35,294 2,76,471 3,64,706

NR/ unit Rs 17 Rs 17 Rs 17

Sales 40 lacs 47 lacs 62 lacs

Cost of goods

16 lacs 18.8 lacs 24.8 lacs

GM 24 lacs 28.2 lacs 37.2 lacs

GM (%) 60% 60% 60%

METFORMIN XR 1000mg

Yr1 Yr 2 Yr 3

Sales 0.99 Cr 1.18 Cr 1.54 Cr

NR/ unit Rs 15 Rs 15 Rs 15

No. of units 6,60,000 7,86,666 10,26,666

Cost of goods

0.40 0.47 0.62

GC 0.59 0.71 0.92

GC% 60% 60% 60%

Promotional exp

0.25 Cr(25%) 0.24 Cr (20%)

0.23 Cr (15%)

Marketing 0.08 Cr (8%) 0.12 Cr(10%) 0.18 Cr(12%)

Distribution 0.05(5%) 0.07(6%) 0.12(8%)

Selling 0.1(10%) 0.18(15%) 0.3(20%)

PBT 0.51 Cr 0.57 Cr 0.71 Cr

FINANCIAL SUMMARY

DATE ACTIVITIES PLANNED

7th December 2008 Launch plan book approval from Marketing , finance, sales, mfg,medical regulatory, distribution

18th February 2009 Product should be manufactured

6th March 2009 Product should be dispatched from the company

20th March Product should reach stockist

1st April Product should reach Retailer

7th April 2009 Launch of

It is not the end it’s just the beginning………