MARKETING/LAUNCH PLAN

ON

INTILAC

Prepared by: Md. Abdullah Aziz Md. Saifur Rahman Md. Shafiq Uddin Sharif Ibn Shahid Md. Intisher jahin Arup

XXXXXXXXXXXXXX BANGLADESH LTD JUNE-JULY 1996

MARKETING/LAUNCH PLAN ON INTILAC TABLE OF CONTENTS SL. NO.

1. 1.1 1.2 2. 2.1 2.2 3. 4. 5. 5.1 5.2 6. 6.1 6.2 6.3 6.4 6.5 6.6 6.7 6.8 6.9 6.10 6.11 6.12 7. 8 8.1 8.2 9.

TOPIC
OVERALL MARKET SITUATION Major competitors of orolac Market share of Direct competitors of Ketorolac INTILAC MARKET Market potential Market projection STRENGTHS AND WEAKNESSES OF COMPETITORS SWOT ANALYSIS OF KETOROLAC TROMETHAMINE OBJECTIVES Qualitative objectives Quantitative objectives STRATEGIES Product positioning Price positioning Rova 3MIU tablet Price positioning Rova 0.75 & 1.5MIU sachets Communication strategy Target audience Promotional aid Hospital promotion Detailing programme/schedule (3months) Coverage of target doctors (3months) Promo material allocation (3months) Motivational moves for field forces Training programme XXXXXMYCINE CALENDAR OF EVENTS 1996 EXPENSE BUDGET Marketing budget on Xxxxxmycine Breakdown of Rova promotional budget PROFIT AND LOSS STATEMENT

PAGE NO.
1 1 2 2 3

5 5 5 5 5 5 6 7 7 7 8 8 8 8 9 9 10 11 11 11 12

10.

ANNEXURE

13

MARKETING/LAUNCH PLAN IQC Pharma which stands for Innovative Quality Compliance(IQC), is a promising pharma company in our pharma industry. Attracted by the growth & profit gainable from analgesic market, we intend to launch a product INTILAC (generic Ketorolac tromethamine). The overall launching plan is proposed here under:

PRODUCT: INTILAC
1. OVERALL MARKET SITUATION:

Total pharma market of Bangladesh is valued at Tk 60,210,142,041 in the year 2010 (IMS, 4Q, 2010) with a growth rate of 17.65%. Ketorolac(analgesic) market accounts for approximately Tk 802,800,772 of total pharma market with a growth rate of 24.85%.
1.1 Major competitors of Ketorolac

According to our doctors prescription habits in case of NSAID (non-narcotic analgesic) treatment and the products potential, following molecules are likely to be the major competitors of Ketorolac: Brand name
ROLAC TORAX ETORAC TODOL TORADOL MINOLAC ORADOL WINOP EMODOL ZEROPAIN TORADOLIN PAIR ROKET ETOLAC KETONIC XIDOLIC KETORIN ZEPAC

Company name
RENATA SQUARE INCEPTA OPSONIN ROCHE ACI ARISTOPHARMA ACME JAYSON HEALTHCARE RADIANT DRUG INT. GLOBE IBN SINA ESKAYEF BEXIMCO ORION SANDOZ

Value Lc Tk
246,370,995 135,709,180 56,943,286 46,778,298 41,194,933 31,970,154 31,716,203 26,323,548 25,779,630 19,872,601 19,700,462 19,136,163 18,672,972 17,313,922 15,690,452 15,463,682 13,171,347 12,774,081

Market share Lc tk%

28.79 15.86 6.65 5.47 4.81 3.74 3.71 3.08 3.01 2.32 2.30 2.24 2.18 2.02 1.83 1.81 1.54 1.49

Growth Lc GRW
26.48 22.24 95.07 21.12 27.00 22.22 -9.44 34.03 41.04 76.77 53.74 15.86 93.48 23.48 78.09 169.30 36.49 -19.16

1.2. Market share of direct competitors (Ketorolac) of Xxxxxmycine (IMS, IIH, 1995)

Mark shareof direct com et petitors

4.81 5.47 6.65 3.74 3.71 28.79 15.86
ROLAC(Renata) TORAX(Square) ETORAC(Incepta) TODOL(Opsonin) TORADOL(Roche) MINOLAC(ACI) ORADOL(Aristp)

2. INTILAC MARKET 2.1. Market potential:

The overall growth rate of analgesic market was quite encouraging (14.81%) in comparison to overall market growth (17.65%) in 2010, and market size of ketorolac has grown very rapidly (by 24.85%) after the introduction of new & efficient formulations. This is probably due to high potency and extended spectrum of activity and many other advantages of the new entrant over conventionally used drugs, and to some extent due to recent awareness of physicians community about the usage of analgesics in various indications. Analgesic market, therefore, is expected to take its momentum from 2009-10 and worth about Tk 2,609,996,253.
2.2 Market projection If this proposal is granted, we will hopefully be able to market the product within January 2012. The consequent growth & market share which can be achieved are:

Launching Year
Ye ar Product Tablet 10 mg (PS-30) 30 ml Inj (PS-5
Ampl)

Expected Plan

2012
Unit
40,350

2013
Growt h
-

2014
Growth Value
63% 2540350 0 9,635,00 0 3,078,00 0 3811650 0

2015
Growth
42%

Value
9,280,50 0 3,891,60 0 1,216,80 0

Unit
65,850

Value
1514550 0 5,705,80 0 1,864,80 0 2271610 0

Growth Value
47% 3493700 0 1368170 0 4096800

20,700

30,350

46%

68%

43%

60 ml inj (PS-1
Ampl) Total

16,900

25,900

53%

65%

33%

1438890 0 Probable Market Share %

57% 2.7%

67% 4.85%

5271550 0

38% 6.9%

Monthly Value Sale (Lac tk) forecast _ Intilac in 2012

3. STRENGTHS AND WEAKNESSES OF DIRECT COMPETITORS:

1. TORAX of Square Strength: a) High company image b) High profile launch, aggressive promotion, clinical meetings, distribution of news letters, etc. Weakness: a) High price (recent price reduction restrained the product image) b) Restricted positioning of the product (Torax was positioned in complicated and resistantcases) c) 7 days treatment schedule is not well accepted by physicians community 2. TODOL of Opsonin Strength: a) A new non-opioid analgesic for post-operative pain from the house of number 1 company b) Good market penetration (large no. of field forces) c) Aggressive promotion through clinical meetings and news letter Weakness: a) High price b) Wrong positioning of the product c) Poor educational back up support d) 7 days treatment schedule is not well accepted by physicians community 3. MINOLAC of ACI Strength: a) Promoted by a highly motivated field force b) ACI is still perceived as a multinational company by many physicians

Weakness: a) High price b) Poor promotional support c) As a follower, waiting for Beximcos success in this field 4. KETONIC of Eskayef Strength: a) Introduction of injection dosage form increased better patient coverage b) Good company image Weakness: a) Not in active promotion b) Introduction of new non-opioid analgesics restricted its growth
4. SWOT ANALYSIS (summary) OF Ketorolac tromethamine: 4.1 Strengths:

4.2 Weaknesses:

Ketorolac tromethamine is indicated for the short-term (5 days)excellent management of moderate to severe, acute pain that requires analgesia at the opioid level, usually in a postoperative setting. Ketorolac tromethamine ophthalmic solution, 0.5% is the 1st choice NSAID for the temporary relief of ocular itching due to seasonal allergic conjunctivitis. Ketorolac tromethamine ophthalmic solution is also used in the treatment of post operative inflammation in patients who have undergone cataract extraction & intra ocular lens implantations & for cystoid macular oedema. Only analgesic available in both injection & oral forms with 100% bioavailability. Ketorolac tromethamine is rapidly absorbed when administered by either the oral or the intramuscular route ensuring quick onset of action. Provides better analgesia compared with morphine in emergency situation. Perfect choice for sequential therapy in acute pain. Less injection site pain than diclofenac. Exerts fewer side effects than morphine.

Ketorolac tromethamine is contraindicated in patients with active peptic ulcer disease, in patients with recent gastrointestinal bleeding or perforation, and in patients with a history of peptic ulcer disease or gastrointestinal bleeding. Ketorolac tromethamine is contraindicated in patients with advanced renal impairment, or in patients at risk for renal failure due to volume depletion Ketorolac tromethamine is contraindicated in labor and delivery because, through its prostaglandin synthesis inhibitory effect, it may adversely affect fetal

circulation and inhibit uterine musculature, thus increasing the risk of uterine hemorrhage. The use of ketorolac tromethamine is contraindicated in nursing mothers because of the potential adverse effects of prostaglandin-inhibiting drugs on neonates. Ketorolac tromethamine is contraindicated in patients with previously demonstrated hypersensitivity to ketorolac tromethamine, or allergic manifestations to aspirin or other nonsteroidal anti-inflammatory drugs (NSAIDs). Ketorolac tromethamine is contraindicated as prophylactic analgesic before any major surgery, and is contraindicated intra-operatively when hemostasis is critical because of the increased risk of bleeding. Ketorolac tromethamine inhibits platelet function and is, therefore, contraindicated in patients with suspected or confirmed cerebrovascular bleeding, hemorrhagic diathesis, incomplete hemostasis, and those at high risk of bleeding Ketorolac tromethamine is CONTRAINDICATED in patients currently receiving ASA or NSAIDs because of the cumulative risks of inducing serious NSAID related adverse events. Ketorolac tromethamine injection is contraindicated for neuraxial (epidural or intrathecal) administration due to its alcohol content. The concomitant use of ketorolac tromethamine and probenecid is contraindicated. Ketorolac tromethamine injection should not be mixed in a small volume (e.g., in a syringe) with morphine sulfate, meperidine hydrochloride, promethazine hydrochloride or hydroxyzine hydrochloride; this will result in precipitation of ketorolac from solution.

4.3 Opportunity:

4.4. Threats:

The ophthalmic formulation can be used instead of steroidal anti inflammatories in cases where a raised intraocular pressure (Glaucoma) is to be avoided. If the dosage variety is available, ketorolac tromethamine must be more acceptable to patients. Ketorolac does not alter gastric motility. Therefore, ketorolac may be a therapeutic agent for the management of moderate to severe pain. Unlike opoids tolerance, withdrawl & respiratory depression does not occur. So it can be used effectively instead of opoid analgesic. It can be used instead of post operative hallucinatory episodes of opoid analgesics. Its common in market that the demand of NSAID product is increasing day by day and Ketorolac can take this opportunity along with other NSAID.

There is a wide variety of NSAIDS which may show more efficacy than ketorolac tromethamine. So the product must be more compatible & elegant to patients.

Diclofenac is becoming a potential threat for ketorolac while using with misoprostol that reduces the frequency of gastrointestinal ulcers & erosions & cost effective also. Sedative & analgesic peri-operative drugs-lorazepam, diazepam & opoid analgesic fentanyl are also creating threat for ketorolac . Intravenous anaesthetics ketamine & propofol are also creating threat for ketorolac. Ketorolac is not recommended for long-term chronic pain patients. So its uses are becoming less .

5. OBJECTIVES: 5.1. 5.1.1. Qualitative Objectives Short Term Objective:

To promote Intilac tablet & injection as a better product in the market and to obtain about 7-8% of the ketorolac market within the first 2 years of its launch. 5.1.2. Long Term Objective: To establish Intilac as the drug of choice over all conventionally used NSAIDs or analgesics in indications where the drugs fits best and obtain a significant portion of total analgesic market within next 3 years. To make the doctors aware that Intilac is a superior drug than those of other NSAIDs and analgesics in terms of both efficacy and safety.
5.2. Quantitative Objective: To achieve 7-8% share of analgesic market by the end of 2015, and grow at an average rate of % for next couple of years.

Intilac 10mg(20s pack) tablet: (2012-2015): Vol: 151900 boxes; Intilac 30mg (5s pack) amp: (2012-2015): Vol: 72775 boxes; Intilac 60mg (1s pack) amp: (2012-2015): Vol: 56900 boxes;
6. 6.1 STRATEGIES: Product Positioning

Val: (@ 300.00): Tk 45570000 Val: (@ 250.00): Tk 18193750 Val: (@ 95.00): Tk 5405500 TOTAL Tk 69169250

First line of analgesic treatment for empirical use in pain, particularly in relief of pain associated with surgical procedures such as major abdominal, orthopaedic, dental or gynaecological surgery; acute & chronic muscuko-skeletal pain, renal colic, cancer pain etc with superior use to other analgesics. 6.2 Price Positioning of Intilac 10mg tablet: 10 tablet cost to patient per tab: Adult Dose: Average daily cost of treatment: (3X TK10.00) Total treatment cost (7 days): (7x3xTK10.00) 6.3 6.3.1 Price positioning of Intilac 30ml & 60ml inj. (pain associated with surgical procedure) Price positioning of Intilac 30ml inj: TK 10.00 Max 10 mg per day TK 30.00 TK 210.00

30ml inj cost to patient per inj: Average daily cost of treatment: Total treatment cost (5 days): 6.3.2 (4x Tk50.00) (5x4x Tk50.00)

TK 50.00 3-4 inj per day Tk 200.00 Tk 1000.00

Price positioning of Intilac 60ml inj: (Pain associated with surgical procedure) 60ml inj cost to patient per inj: Average daily cost of treatment: Total treatment cost (5 days): (2x Tk 95.00) (5x2xtk95.00) TK 95.00 2 inj per day Tk 190.00 Tk 950.00

6.3.3

Competitive pricing of Ketorolac formulations: Product(brand) & strength Torax 10mg tab Etorac 10mg tab Ketonic 10mg tab Rolac 10mg tab Kenodol 10mg tab Toradol 10mg tab Todol 10 mg tab Zepac 10 mg tab Company Square Incepta SK+F Renata Rangs Pharma Roche Opsonin Sandoz Day x Times 7X3 7X3 7 X3 7X3 7X3 7X3 7X3 7X3 Treatment cost(Tk) 210 210 200 210 240 460 210 190

Product(brand) & strength Torax 30 ml inj Etorac 30 ml inj Rolac 30 ml inj Toradol 30 ml inj Todol 30 ml inj Zepac 30 ml inj 6.4. 6.4.1. Communication strategy Campaign theme:

Company Square Incepta Renata Roche Opsonin Sandoz

Day x Times 5X4 5X4 5X4 5X4 5X4 5X4

Treatment cost(Tk) 1000 1100 1100 3600 1120 1200

Intilac second to none an empirical, highly effective non-opioid analgesic used in post-operative pain.
6.4.2. Objective

a) A high profile launch b) Building a high product image for its uniqueness and superiority over other agents in post-operative pain.
6.5. Target audience

20 doctors per territory comprising of: a) General surgeon

b) c) d) e) f) g) h) i) j) k)

Orthopaedic surgeon Dental surgeon Gynaecologist Gastro-intestinal and hepatobiliary surgeon Cardio-Thoracic surgeon Neuro surgeon Vascular surgeon Plastic surgeon Paediatric surgeon Opinion leaders (Professors, Head of the Departments, Directors of Hospitals or Clinics, etc.) However an outer core of 10 more doctors per territory should also be considered for inclusion, 2-3 months after the launching of Ketorolac tromethamine film coated tablet 10 mg, to widen the doctor coverage.
6.6. Promotional aid

First a large four page literature and a pad will be printed on Ketorolac tromethamine film coated tablet 10 mg in order to make the doctors aware about the product with rationale for its use in relief of pain associated with surgical procedures such as major abdominal, orthopaedic, dental, gynaecological surgery, acute & chronic musculo-skeletal pain, renal colic, cancer pain and other complicated and uncomplicated indications. This literature will contain following information: a) b) c) d) e) Only analgesic available in both injection & oral forms with 100% bioavailability. Provides better analgesia compared with morphine in emergency situation. Perfect choice for sequential therapy in acute pain. Less injection site pain than diclofenac. Exerts fewer side effects than morphine.

f) High safety profile In addition to above,

- three gifts: a) a poster highlighting 100% bioavailability ketorolac tromethamine film coated tablet 10 mg b) a poster highlighting less injection site pain c) a poster highlighting multi-surgery induced pain removal.
6.7. Hospital promotion:

To gain attention of opinion leaders and help build a good image of the products we will arrange a special promotional campaign in all medical college hospitals about ketorolac tromethamine film coated tablet 10 mg launching. The campaign may comprise of following guidelines:

We will call it a Ketorolac Tromethamine Day and engage all med. reps of that territory for this special campaign. Two display stands will be raised in the hospital out door premises, displaying Ketorolac Tromethamine poster, Folder, Journals, etc. (We may also arrange a round table meeting with the doctors on the same day). Ketorolac Tromethamine samples will be made availabe in the stall for free distribution among first few outdoor patients. We will inform the hospital authority in advance that on that very day some Ketorolac Tromethamine prescriptions will be served from our Ketorolac Tromethamine stall. We will invite doctors to our stall and detail our product. We may keep some Cookie (snaks) and Soft drinks for doctors. Detail programme and budget will be chalked out at the time of ketorolac tromethamine 10 mg/1 ml ampoule and 30/1 ml ampoule : injection and ketorolac tromethamine 0.5%(5 mg/ml) sterile isotonic ophthalmic solution launching.
6.8. Detailing programme/schedule (3 months: 1st half or team A):

Priority
P1

January
Intilac tablet 10 mg Movex(tab) Diclofen(tab) opsofen(tab) Indomet(cap) Naxin(tab)

February
Intilac tablet 10 mg Movex(tab) Diclofen(tab) opsofen(tab) Indomet(cap) Naxin(tab)

March
Intilac 30 mg/1ml ampoule Movex(tab) Diclofen(tab) opsofen(tab) Indomet(cap) Naxin(tab)

P2 P3 P4 R1 R2

6.9.

Coverage of target doctors ():

Speciality General surgeon Orthopaedic surgeon Dental surgeon Gynaecologist Gastro-intestinal and hepatobiliary surgeon Cardio-Thoracic surgeon Neuro surgeon

Tot. No. 1000 500 600 1200 10 20 50

Targeted No 400 200 100 500 10 20 50

% of Doc. Pop 100 100 83.3 83.3 100 62.5 62.5

Calls/Month 4 4 3 3 4 3 3

Plastic surgeon
* After Intilac launching

30

30

85.7

6.10.

Promo material allocation (12 months):

Month
January February March April May June July August September October November December

1st call
Sample+literature+pa d Sample Sample Showcard+gift Gift+sample Showcard Sample Pad Sample Pad Showcard Sample Gift

2nd call
Literature+sample Sample+pad Sample Sample Gift Sample Pad Sample Pad

3rd call
Sample Pad+sample Sample Showcard Gift Showcard Sample Pad Sample Pad Showcard Pad

4th call

Sample+pad Sample Sample Sample Gift Sample Pad Sample Pad Sample

*Sample = ketorolac 10mg tablet(4 pcs) *Gift = Pen, money bag, wall clock, charger light, knife set, prayer mat, key ring, show piece etc. *Promotional materials = Literature, pad, showcard. On the upcoming years during the promotion of the product, monthly promotion plan will be efficiently changed according to the need. 6.12. Training programme:

6.12.1 A comprehensive training programme will be arranged in eight phases Phase: I Training on abdominal pain: 1 day

Phase: II Phase: III Phase: IV Phase: V Phase: VI Phase: VII Phase :VIII

Training on orthopaedic pain:1 day Training on dental pain: 1 day Training on gynaecological pain: 1day Training on renal colic pain:1 day Training on cancer pain:1 day Training on acute&chronic musculoskeletal pain:1day Launch Meeting (product profile & Marketing aspects):

1 day

Phase I,II,III,IV,V,VI,VII,VIII will be arranged team wise locally and Phase VIII will be arranged centrally in Dhaka. 6.12.2 Training materials: a) b) c) d) e) A training manual on ketorolac tromethamine A booklet on ketorolac tromethamine Photocopy on major competitive products and comparison chart Important journal reprints Knockout (a question answer review to handle objections)

7.

XXXXXMYCINE: CALENDAR OF EVENTS

8.2

Breakdown of promotional budget vs sales forecast

Month January February March April May June July August September October November December Total 8.2.2.

Sales Forecast 720000 856800 378500 1039000 198200 1365200 1502000 1502000 1430000 1332000 1209600 1118800 14388900

Promo Expense 102000 130000 1000000 162000 850000 112000 100000 60000 100000 60000 12000 150000 2838000

% Expense 14 15 102 16 71 8 7 4 7 5 1 13 20

Launch meeting at Hotel Sheraton, Dhaka (1 day programme) ITEM Floor charge Morning Tea Lunch (Chinese) Evening Tea QNTY/NOS. 200 200 200 UNIT COST (Tk) 125 200 125 TOTAL COST (Tk) 20,000 25,000 40,000 25,000

Dinner Cultural programme Banners/festoons Gifts for quiz competition Gifts for best 4 detailing Gifts for phase I & II exams File cover+Pad+ Pen 3,37,000 Total expense (in Tk): Promo and Advertisement: Launch programme: Incentive/motivational:

200 10 4 4 4 200

600

(50+10+40)

12,0000 50,000 20,000 5,000 5,000 5,000 22,000 Tk

52,10,510 (budget allocation Tk 48,00,000) 46,10,560 3,37,000 2,62,950 Med. Rep. (1350x150): AS/AE (1950x23): RM (3900x4): 2,02,500 44,850 15,600

9. PROFIT AND LOSS STATEMENT (as per budget plan)

ANNEXURE