Brand Plan Overview About the company Brand History Market Overview Azithral Details Azithral SWOT Brand Objective Issues and Critical Success Factors Drivers to achieve target Promotional Plan Special Campaign Growth Horizon

Alembic

Started in 1907, based in Baroda, Gujarat

Sales as on March 2009: 554Cr (7%)

15 divisions

Field force strength: 2700

Diverse Portfolio of Anti infectives, Gastrointestinal drugs , NSAIDS, Ophthalmics, Cardiovasculars, etc

Anti infectives contribute to around 50% of company’s domestic sales

Strongly entrenched in the Macrolides category

Source: Chairman’s speech July 2009

Product Description: Azithral Molecule

Azithromycin belonging to the class of MACROLIDES

Indications Effective against a wide variety of atypical bacterial Used majorly in RTI

MOA: Acts by binding to the 50S ribosomal subunit of susceptible

microorganisms Interferes with microbial protein synthesis

Dosage 500 mg OD for 3/5 days for an adult 100 -200 mg OD for 5 days according to child’s weight

BRAND HISTORY: AZITHRAL

Launched in 1994: 1st Azithromycin in IPM

Azithral Liquid launched in 1998

• Brand Leader since launch .

• Caters to needs of different age groups.

Azithral is the 27th TOP selling brand*

Maintained Leadership with Premium Price.

• Exclusive Division with focus on Azithral has brought great results to the company.

*IMS ORG Mar 2009

Market Overview

Azithral

(96.01 Cr)

Azithromycin

(355.86 Cr)

Macrolides

(664.76 Cr)

Antibiotic Anti-bacterials (Cephalosporins, AmoxyClav, Ampicillin, Quinolones,

Macrolides and others)

(6974.99Cr)

Source: IMS ORG MAT Dec 09

Top Brands of Azithromycin-Dec’09 Sr. No.

Brand Value Company M.S.

1 AZITHRAL 96.01 Cr ALEMBIC 26.98%

2 AZEE 29.50 Cr CIPLA 8.61%

3 ZATHRIN 23.15 Cr FDC 6.80%

4 ATM 15.37 Cr INDOCO 4.78%

5 AZIWOK 14.57 Cr WOCKHARDT 4.55%

6 AZIBACT 9.88 Cr IPCA 2.78%

7 ZADY 9.83 Cr MANKIND 2.76%

8 AZILIDE 9.26 Cr MICRO NOVA 2.61%

9 AZIMAX 7.95 Cr CIPLA 2.24%

10. ZITHROCIN 5.49Cr BIOCHEM 1.65%

Source: IMS ORG MAT Dec 09

Molecular category Value (Cr.) Market share Growth

(08 to 09)

Amoxiclav 555 7.90% 28%

Cefixime 572 8.20% 26%

Levofloxacin 154 2.20% 7%

Cefpodoxime 352 5% 31%

Clarithromycin 44.4 0.60% 13.50%

Indirect competitors

Source: IMS ORG MAT Dec 09

Prescription analysis- Azithromycin

Sr. no

Speciality Nov-Feb’08

Jul- Oct’08

Mar-Jun’08

Nov-Feb’09

CPR 36911 36467 34691 39067

1 GP’s 808 802 760 871

2 GYNAEC 433 429 408 454

3 PAEDIA 1536 1515 1458 1624

4 CONS PHY 843 809 824 838

5 DERMA 1511 1630 1493 1597

6 ENT 1104 1048 1125 1076

7 CHEST 737 697 705 737

Source: CMARC Data

0 10 20 30 40 50 60 70 80

2,007

2,008

2,009

0.93

2.4

2.16

11.25

13.16

19.5

43.66

57.23

74.35

SALES IN CRORES

YE

AR

2,007 2,008 2,009

SOLID 43.66 57.23 74.35

LIQUID 11.25 13.16 19.5

IV 0.93 2.4 2.16

AZITHRAL

SOLID

LIQUID

IV

Azithral SKUs Solids: 78% Liquids: 19%

Injectibles:2%

Azithral growth and Market share trend

46.1762.16 61.35

35.64 35.37 37.94

23.31 24.28 24.71

MS 07 MS 08 MS 09

%g

row

th

%M

kt

shar

e

STRENGTH

Top recalled brand of Azithromycin

Company equity in Macrolides

Market leader in its category (M.S. 26 %) (~100 cr)

Main focus brand for company Widest range (caters to all age groups)

WEAKNESS

Increasing drug resistance

The market has differential pricing with over 150 brands

OPPORTUNITY

High growth market

Newer Indications: Acne, Trachoma, HIV, Malaria

Newer dosage forms: Ointment, Eye drops, Inhalation

THREAT

Substitution at retailer level

High growth rate (31%) of AZEE (main competitor)

Prescription degrowth of tablet range lower than the category*

Low priced brands gaining M.S & prescriptions.(AZEE)

SWOT ANALYSIS

Brand Objective

To maintain the leadership position of Azithral and achieving sales of 130 Cr by the end 0f 2011 with the growth rate of 35 %

Projected Target

35% (Rs. 34 Cr)

Sales Projection AZITHRAL Sales Projected Sales Growth Rate

Oral Solids 74.35 Cr 98.5Cr 34%

Oral Liquids 19.50 Cr 29.25 Cr 50%

Injectibles 2.16 Cr 2.26 Cr 5%

Total Azithral 96 Cr 130 Cr 35%

Key Marketing Issues & Critical Success Factors

Arrest the rapid degrowth in Injectibles

Low priced brands gaining M.S & prescriptions.

Key Issues

Increase institutional sales through pricing flexibility /packaging innovations

Ensuring availability and schemes to Retailers

Capturing the 5 day prescribers and providing doctor inputs

Critical Success Factors

Prescription degrowth of tablet range lower than the category

Drivers to achieve target

Price increase by

5%

Leverage Brand Loyalty

(Increasing prescriptions

from prescribers)

Converting Doctors

prescribing direct and

indirect competition

Establishing Equity with

pediatricians with the

campaign

Stopping substitution at the level of Retailers

with schemes and

Inputs

Giving Institutional discounts for the growth of

Azithral Injectibles

Strategies to achieve objective

Leveraging on existing equity with Doctors

Expand presence of molecule to more indications

Positioning differently for different specialities

Increasing the Prescriber Base: See Newer Doctors

Launch Newer SKUs

Ensuring availability and schemes to Retailers

Price increase

Identify opportunities to increase institutional sales through pricing

flexibility /packaging innovations

Identify states where our brand share is far lower than national average .

Create specific plans for state market share growth

Promotional Plan

Doctor Coverage

Speciality No. of doctors

General Practitioners 100

Consulting Physicians 2o

Dermatologists 15

Paediatricians 25

Gynaecologists 20

ENT 10

Chest Physicians 10

Total no. of doctors to be covered= 200/MR

Indications

GP/CP

COPD

Sinusitis

Pneumonia

Pharyngitis

Tonsilitis

Gynaec

Urethritis

Cervicitis

Acne

PID

Gonorrhoea

Syphillis

ENT

Otitis media

Pneumonia

Pharyngitis

Paedia

Otitis media

Bacterial sinusitis

Pharyngitis

Tonsilitis

SSTI

Derma

Acne

Skin and Soft Tissue Infections

Brand Positioning-URTI

Single-minded proposition:

Most Effective

Target audience – GP/CP/ENT

Key message 1:

Appropriate Coverage and therapeutic concentration

at tissue level with fast action is imp while selecting

antibiotics in URTI

Key message 2:

High Concentration of AZITHRAL in tissues

suggests that OD for 5 days or 3 days is effective in

treating URTI

Key message 3:

AZITHRAL assures rapid

action in upper respiratory tract

infections

Brand Positioning – Infections and STDs

Single-minded proposition:

Most Effective

Target audience – Gynaecs

Key message 1:

PID eg. Urethritis and Cervicitis is very common

in female patients

Key message 2:

The need of the hour is an antibiotic that gives fast and most effective relief

Key message 3:

AZITHRAL gives fast and most effective relief in

PID infections

Brand Positioning – SSTI & Acne

Single-minded proposition:

Most Effective

Target audience – GP/Derma

Key message 1:

S.aureus is most common pathogen involved in SSTI

Key message 2:

AZITHRAL is the preferential antibiotic for bacterial infections with

S. aureus

Key message 3:

AZITHRAL is the most used antibiotic in SSTI and can also be prescribed for

Acne

Promotional Expenses

Activities % of total marketing spend Value

Samples 20% 2 Cr

Gifts 15% 1.5 Cr

Leave Behinds 1.5% 15 lac

Posters 2% 20 lac

Visual Aid 0.5% 5 lac

Trade & Institutional Discount 10% 1 Cr

Retailers Input 10% 1 Cr

Scientific Literature 2% 20 lac

CME/CRM 20% 2 Cr

Incentives 5% 50 lac

Special Campaign 12% 1.2 Cr

Contingency Fund 2% 20 lac

Total Promotional Expenditure: 10Cr (approx 10% of Sales)

Sampling Details SKU Details Amount

Allocated

Azithral 500 mg (500x3) 350 MR * 150 Units per quarter * 4 *Rs 30 63 lacs

Azithral 250 mg (250x6) 350 MR *150 Units per quarter *4 * Rs 30 63 lacs

Azithral XP Tab ( Gynae infections

350 MR * 45 Units per quarter * 4 * Rs 30

19 lacs

Azithral Cap (25o mg) 350MR * 60 Units per quart * 4 * Rs 30 25 lacs

Azithral dispertab(100mgx3)

350 MR * 60 units per quart *4 * Rs 8 6.72 lacs

Azithral drops ( 10 ml) 350 MR * 60 units per quart * 4 * Rs 8 6.72 lacs

Azithral liquid (100mg x 15 ml)

350 * 45 units per quart * 4 * Rs 10

6.3 lacs

Azithral Liquid (200 mg x 15 ml)

350 * 45 units per quart * 4 * Rs 15

9.4 lacs

Azithral Total 2 Crs

Retailers Input

Trade Schemes = 10 + 1 ( In all SKUs)

Every quarter every M.R will gift 60 Retailers gifts like diary, wall clocks( costing about Rs 120) .

The objective behind this activity is to stop any kind of substitution at retailer level as Azithral is premium priced brand

Incentives details

Every quarter incentive of Rs 5000 will be awarded to M.R on achieving 102% of target.(5 % of A & P budget.) Calculation is based on assumption if 70% of Sales force achieves targets.(245 out of 350)

Promotion Overview

QUARTER

INPUTS

QTR 1 (Apr-Jun)

QTR 2 (Jul-Sept)

QTR 4 (Jan-Mar)

QTR 3 (Oct-Dec)

•Campaign for Paediatrics •Samples •Brand Reminders •Inclinic activities •Literature •Brand Loyalty Programs •Leave Behinds •Trade Schemes

•Campaign for Paediatrics •Samples •Brand Reminders •Inclinic Activities •Literature •Brand Loyalty Programs •Leave Behinds •Trade Schemes

•Samples •Brand Reminders •Inclinic activities for newer SKU •Literature •Leave Behinds •Trade Schemes •Institutional Discounts

•OPD Campaign •Samples •Brand Reminders •Inclinic Activities •Literature •Leave Behinds •Trade Schemes •Institutional Discounts

Pediatrician Campaign

CAMPAIGN FOR PAEDIATRICIAN

Doctor coverage

Coverage: 8750 Paediatricians

(25 Paediatrician per M.R)

(No of M.R s = 350)

Classification of Doctor based on coverage

(RCPA and past data)

A- High

B- Medium

C-Low

Sampling Plan

No. of samples per doctor

5 doses for Class A

3 doses for Class B

1 dose for Class C

CAMPAIGN DETAILS • Detail on Ear Infection and sinusitis

• Retail call Day 1 • Gifts - blue tooth, perfumed candles or room

freshners Day 2 • Retail call

• No detailing Day 3

• Detail on URTI (Pharyngitis, tonsilitis)

• Sample KIT with all SKUs Day 4 • Direct mailers from the company

• Retail call Day 5

• SUM up Total care for the three senses

• Poster for Clinics Day 6

OGSM MODEL FOR PAEDIATRIC CAMPAIGN

OBJECTIVE

• To establish. Azithral as the leading anti-infective amongst Paediatricians

GOAL

• To achieve an incremental sales of 10 Cr for the SKUs prescribed for paediatric purpose

STRATEGY

• Focus on specific SKUs, like Syrups and KID tab

• Conduct a Paediatric campaign.

MEASURES

• Campaign calendar

• After Campaign gets over conduct RCPA to identify the response of doctors .

GROWTH HORIZONS • Growth rate of 35%

• Paediatrician focus

• Derma: Acne HORIZON 1

• Opthalmic Indication: Trachoma & Conjunctivitis

• Institutional Sales HORIZON 2

• For Malaria , HIV Infections

• MAC prophylaxis in AIDS

• Inhalation SKU HORIZON 3

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