Novelta brand analysis sample

BRANDANALYSIS(Rx and Sales Performance)

Rezaur Rahman SiddiquiProduct ExecutiveOrion Pharma Ltd

SALES PERFORMANCE

SALES TREND: Novelta 100 ml

Brand Jan Feb Mar Apr May Jun July Aug Sep Oct

Novelta 100

44,569

1,14,150

47,712

48,856

56,493

57,109

61,708

63,274

59,937

52,395

SALES TREND: 2009-2011

Product

2009 2010 2011

Total sale

( Unit)

TotalSale

Value (Cr)

Avg sale/month(Unit)

Total sale

( Unit)

TotalSale

Value (Cr)

Avg sale/month(Unit)

Gr(%)

Total Sale

( Unit)

TotalSale

Value (Cr)

Avg sale

/month(Unit)

Gr(%)

Novelta 200 ml

1,13,264 0.85 28,316 490,6

54 3.67 40,888 76.92

7,43,052 5.6 61,921 33.97

SALES TREND: Novelta 200 ml


Novelta 200

38,162

1,05,908

39,945

44,605

55,112

57,870

65,395

72,644

68,901

68,179

SALES TREND: Novelta Tablet


Novelta Tab N/A N/A N/A 17,9

606,74

74,49

3

33,930

2,173

2,631

2,673

Market Scenario

Magaldrate and Simethicone

MARKET SCENARIO

Market Scenario: SYSTEMIC CORTICOSTEROIDS

Data source: Bangladesh Pharmaceutical Index 3Q’11

MARKET SCENARIO

Brand 3Q'2011 2Q’2011 1Q’2011

Tk (Cr)

Share % Gr %

Unit/Mont

h Tk

(Cr) Share % Gr %

Unit/Mont

h Tk

(Cr) Share

% Gr %

Unit/Mont

h Magal+Simeth 17.08 100 109.4 14.02 100 111.1 12.46 100 168.

6 Novelta 7.64 44.75 41.1

2 6.48 46.23

30.62 6.69 53.69 93.1

7 Novelta 200 ml 4.18 54.65 83.38 46,56

8 3.47 53.48 103.7 38,647 3.42 51.15 328.

338,16

0Novelta 100 ml 2.83 37.02 -9.84 48,75

1 2.73 42.07 -16.4 46,972 3.27 48.85 22.6

656,31

7Novelta chew

Tab 0.64 8.33 999 3,015 0.29 4.45 999 4,096 - - - -

Marlox plus 7.28 42.65 353.3 6.19 44.1

6 999 4.57 36.69 999 Marlox plus 200

ml 7.28 100 353.3 81208 6.19 100 999 69,022 4.57 100 999 50,97

6Maganta Plus 0.47 2.27 999 15,50

0 - - - - - - - -Oxecone MS 0.33 1.95 999 3,500 - - - - - - - -Magacil Plus - - - - - - - - - - - -


MARKET SCENARIO

Brand Rank

3Q’2011Ran

k

2Q'2011Ran

k

1Q'2011

Total (Cr) Gr

Unit/Mont

h

Total

(Cr)Gr

Unit/Mont

hTotal (Cr) Gr

ENTACYD PLUS 25 29.32 18 3,32,3

81 19 29.67 24 3,38,43

1 23 27.16 17

NOVELTA 207 7.64 41 98,336 247 6.48 30 86,984 215 6.69 93MARLOX

PLUS 221 7.28 353 81,209 259 6.19 999 69,022 351 4.57 999OXECONE

M 421 4.34 -6 79,868 388 4.44 -3 81,639 371 4.33 -10


MARKET SCENARIO

ANTACIDS ANTIFLATULENT

S

Value (Cr) Share Gr %

Ev Inde

x79.06 100.00 22.97 100.00

SQUARE 41.69 52.73 18.66

96.50

ORION 8.07 10.20 40.98

114.65

INCEPTA 7.87 9.95 289.55

316.79

ACME 7.41 9.37 0.91 82.06

BEXIMCO 6.50 8.22 1.66 82.67

Rx PERFORMANCE

Rx Trend: Suspension

Brand Jan Feb +/- Mar +/- Apr +/- Ma

y +/- Jun +/- July +/- Aug +/-

Sep

+/- Oct +/

-

Novelta

10021.3

20.74

-0.56

23.11

2.37

20.11

-3.00

20.75

0.64

21.85

1.10

27.58

5.73 24.86 -

2.7225.4

70.61

24.30

-1.17

Marloxplus

15.9

18.16

2.26

18.81

0.65

19.56

0.75

17.42

-2.14

17.07

-0.35

20.09

3.02 21.89 1.8 21.0

4-

0.85

19.78

-1.26

Entacyd

plus20.6

18.96

-1.64

18.15

-0.81

17.30

-0.85

17.11

-0.19

16.08

-1.03

18.28

2.20 21.42 3.14 20.0

0-

1.42

17.61

-2.39

Oxecone

MS4.2 6.34 2.1

45.43

-0.91

6.31 0.88

7.04

0.73

7.75

0.71 7.69

-0.06

8.72 1.03 6.64-

2.08

8.06 1.42

Maganta

plus- - - - - - - - - - - - - - - 7.83 7.8

3

Novelta

2001.8 1.78

-0.02

2.12

0.34 2.75 0.6

32.29

-0.46

1.92

-0.37

3.42 1.50 2.64 -

0.78 2.98 0.34 2.00

-0.98

Brand: Suspension Jan Feb Mar Apr Ma

y Jun July Aug Sep Oct

NOVELTA SUSPENSION 100 ML

21.3

20.74

23.11

20.11

20.75

21.85

27.58 24.86 25.4

7 24.3

MARLOX PLUS SUSPENSION 200

15.9

18.16

18.81

19.56

17.42

17.07

20.09 21.89 21.0

419.7

8

Rx Ratio: X times greater than Marlox

1.34 1.14 1.23 1.03 1.19 1.28 1.37 1.14 1.21 1.23

Pride (Still No. 1: “X’’ times greater)

Pride (Still No. 1: “X’’ times greater)

Rx Scenario: Novelta 100 mlType Antacid

LiquidEv.

IndexNOVELTA 100

mlExpected

ShareNOVELTA 200

mlExpected

ShareNAT 0.50 27.58 3.42

HOSP 0.23 0.46 26.44 12.69 1.15 1.57GP 0.66 1.32 27.69 36.41 3.73 4.51

DENTAL 0.02 0.04 100.00 1.10 0.00 0.14GYNE 0.68 1.36 21.37 37.51 0.85 4.65MEDI 0.79 1.58 30.16 43.58 6.88 5.40CHILD 0.15 0.30 32.14 8.27 3.57 1.03EYE 0.02 0.04 0.00 1.10 0.00 0.14

CARD 0.58 1.16 16.25 31.99 2.50 3.97SKIN 0.15 0.30 36.36 8.27 0.00 1.03ENT 0.08 0.16 42.86 4.41 14.29 0.55

SURG 0.65 1.30 12.90 35.85 0.00 4.45ORTHO 0.57 1.14 48.33 31.44 0.00 3.90CHEST 0.49 0.98 28.00 27.03 0.00 3.35PSYCH 0.13 0.26 44.44 7.17 0.00 0.89UROLO 0.55 1.10 38.46 30.34 0.00 3.76GASTR 0.92 1.84 40.43 50.75 4.26 6.29ONCOL 0.72 1.44 0.00 39.72 0.00 4.92DIABE 0.42 0.84 46.43 23.17 7.14 2.87RHEUM 0.46 0.92 0.00 25.37 0.00 3.15

RMP 0.55 1.10 16.98 30.34 3.77 3.76

Region June May Apr Avg

DK-D 8.00 9.26 1.47 6.24

MYM 11.72 19.83 14.68 15.41

CTG-A 22.73 6.45 19.75 16.31

BOG 21.05 15.19 15.66 17.30

CTG-B 15.79 19.51 18.46 17.92

Weak Region in Rx: Novelta 100 ml Suspension

Weak Area in Rx: Novelta 100 ml Suspension

Area June May April Avg. Nat. PositionKHL-B 0.00 0.00 0.00 0.00 151BHALUKA 0.00 0.00 0.00 0.00 150BIRDEM 0.00 0.00 0.00 0.00 149SAVAR-B 0.00 0.00 0.00 0.00 148COM-A 0.00 0.00 0.00 0.00 147WARI 0.00 0.00 0.00 0.00 146JAMALKHAN 0.00 0.00 7.69 2.56 145GREEN ROAD 0.00 10.00 0.00 3.33 144TONGI 10.00 0.00 0.00 3.33 143DMCH-B 0.00 12.50 0.00 4.17 142KONABARI 14.29 0.00 0.00 4.76 141

Brand: Tablet Apr May Jun Jul

y Aug Sep Oct

NOVELTA TABLET 500 MG 0.62 4.01 4.55 33.19 30.33 37.30 31.43

ENTACYD PLUS TABLET 5.56 4.26 5.19 34.96 31.75 36.22 31.43

Rx Ratio: X times greater than Entacyd Tab -9 -1.06 -

1.14 -1.05 -0.96 1.03 1

Hope for The No. 1

Rx Scenario: Novelta tab

GENERIC NAME ANTACIDS Solid Ev. Index NOVELTA tab Expected Share

NAT 0.07 33.2 HOSP 0.06 0.86 26.1 28.4

GP 0.08 1.14 42.2 37.9DENTAL 0.03 0.43 0.0 14.2GYNE 0.10 1.43 5.6 47.4MEDI 0.08 1.14 33.3 37.9CHILD 0.02 0.29 25.0 9.5EYE 0.02 0.29 100.0 9.5

CARD 0.12 1.71 41.2 56.9SKIN 0.00 0.00 0.0 0.0ENT 0.09 1.29 25.0 42.7

SURG 0.08 1.14 25.0 37.9ORTHO 0.12 1.71 15.4 56.9CHEST 0.06 0.86 33.3 28.4PSYCH 0.01 0.14 100.0 4.7UROLO 0.00 0.00 0.0 0.0GASTR 0.12 1.71 33.3 56.9ONCOL 0.00 0.00 0.0 0.0DIABE 0.10 1.43 42.9 47.4RHEUM 0.13 1.86 0.0 61.6

RMP 0.08 1.14 37.5 37.9

Rx Scenario: Antacid Market

Sl No Region OPL chemist

CoverageEv.

IndexCovered

chemist for Tablet

Expected

chemist

Lack of Chemist coverage

1 Khl 2079 0.0696 417 897 -4802 Com 2121 0.0711 490 915 -4253 Dhk A 1960 0.0657 497 846 -3494 Syl 1265 0.0424 231 546 -3155 Nar 1627 0.0545 537 702 -1656 Dhk B 1444 0.0484 469 623 -1547 Barisal 1647 0.0552 559 711 -1528 Raj 1589 0.0532 617 686 -699 Kus 1367 0.0458 530 590 -6010 Bogra 1222 0.0409 468 527 -5911 Mou 1224 0.041 494 528 -3412 Chw 1928 0.0646 816 832 -1613 Mym 941 0.0315 392 406 -1414 Dhk C 1349 0.0452 595 582 1315 Ctg B 1283 0.043 590 553 3716 Dnj 1021 0.0342 557 440 11717 Rng 1256 0.0421 665 542 12318 Frd 1349 0.0452 740 582 15819 Cox 896 0.03 604 387 21720 Tan 860 0.0288 803 371 43221 Dhk D 708 0.0237 771 305 46622 Ctg A 715 0.024 1036 308 728

National 29851 12878

National Chemist Coverage Vs Novelta Tablet

Key Findings

Key Findings (Sales and IMS)

1. Sales trend of Novelta suspension 100 ml and 200 ml is positive

2. Launching of chewable tablet will help

to hold the brand position

3. According to IMS 2Q’2011 we lose our previous 1Q’2011 rank 215th to 245th (-32 rank down) not only the position also the we missed our previous sales

4. IMS and our in-house sales shows the higher prospect of Novelta 200 ml

5. Though we have the highest Rx share of Novelta 100 ml, the sales replays on Novelta 200 ml

6. IMS shows the sales of Novelta 200 ml is stable but the sales of Novelta 100 ml is down (Tk. -0.54 Cr)

Key Findings (Sales and IMS)

Key Findings (Prescription Share)

1.Novelta still the No. 1 in Rx

2.Marlox plus became a strong competitors rather than Entacyd plus

3.Rx share ratio of Novelta vs Marlox plus in July’11is 1.37:1 which is the highest in this year

Key Findings (Prescription Share)

4. We are not getting our expected share from Gyne, Cardialogist, Surgery, Medicine, Rheumatoidologist, Oncologist, RMP and Gastroenterologist

5. We should enrich our Cardiologist and Oncologist coverage of Novelta

6. Rx share of Novelta tab is in positive growth, now the market leader

Competitor’s Activity

1. Incepta(Marlox plus) is more aggressive in Rx generation rather than Acme(Oxecone MS)

2. Marlox plus is in Active promotion

3. Recently Incepta launched Marlox plus tablet @ Tk. 3/Tab, but they put their concentration in Suspension

4. Square also launched 200 ml suspension named “Maganta plus” in pet bottle @ Tk. 85/Phial

5. Opsonin also launched 200 ml suspension named “Magacil Plus’’ in pet bottle @ Tk. 85/Phial

STRATEGY

Novelta brand analysis sample

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