LCZ COLD LAUNCH PLAN

With change of season incidence of common cold increases in children. Symptoms include cough, sore throat, runny nose, and

fever. An average child usually contact cold between six & twelve times in an year.

LCZ Cold contains Levocetrizine 2.5mg, Ambroxol 30mg, Phenylephrine 5mg & Paracetamol 250mg in each 5ml .LCZ Cold

is the most reliable & trusted combination since we already have same combination in our LCZ Plus.

We have enormous opportunity to establish the brand since competitor with same combination are literally non-existant (major

competitor is 1 Al Total-FDC, whose taste is very bitter) & it is the extension of our flagship brand LCZ, which can give

excellent mileage in terms of brand recall in Drs chamber.

LAUNCH PLAN Targeted Drs

GP/Physician & Paediatrics

Trade

Maximum 30GP/Phy & All Paediatrics

Hospital All Paediatrics

INPUTS

Sample Units

72 Bottles/month vs Target of minimum 3 Cases/month

(In Nov’12 sample consignment we are sending 144

Bottles for two months)

Launch Literatures

Trade- As per 30 GP/Phy & All Paediatrics

Hosp-As per all Paediatrics

(To be sent in Nov’12 sample consignment)

Laminated

Literatures

Trade-2 per Rep

Hosp-2 per Rep

(To be sent in Nov’12 sample consignment)

You would be getting TWO LAMINATED LCZ COLD LAUNCH LITERATURES TO KEEP WITH YOURSELF for

further detailing to Drs.

Sales Pack-60ml

Sample Pack-30ml

Dosage • 2-5 yrs -2.5ml twice daily

• 6-11 yrs-5 ml once daily

USP’s of LCZ Cold Suspension • LCZ Cold is a unique cough & cold preparation containing levocetirizine-non-sedative antihistamine along with

phenylephrine-a nasal decongestant, ambroxol-mucolytic and mucokinetic & paracetamol-time tested antipyretic &

analgesic

• LCZ Cold Suspension, containing levocetirizine, phenylephrine, ambroxol & paracetamol is available First Time in

India in a soothing Mentholated Flavour

• LCZ Cold is free from phenylpropanolamine which is banned in India due to risk of hemorrhagic stroke &

pseudoephdrine which is a CNS stimulant, & also causes palpitation & tachycardia

We are also sending LCZ Cold Training Manual along with detailing of LCZ Cold Launch Literature. Launch the product

only after practicing thorough detailing.

Allergen

Mast cell injured

Histamine

H1 Receptor

Allergy

LCZ COLD COMPOSITION Each 5ml contains

Levocetirizine Hydrochloride IP 2.5mg

Ambroxol Hydrochloride IP 30mg

Phenylephrine Hydrochloride IP 5mg

Paracetamol IP 250mg

In a Mentholated Flavoured Syrupy Base

Colour- Carmoisine Supra

Levocetirizine

• Levocetirizine is a third-generation non-sedative antihistamine, developed from the second-

generation antihistamine cetirizine

• Chemically, levocetirizine is the active enantiomer of cetirizine. It is the R-enantiomer of the

cetirizine racemate.

Ambroxol Ambroxol is a clinically proven systemically active mucolytic agent.. It is of Synthetic origin. Ambroxol is a

metabolite of of bromhexine

Phenylephrine Phenylephrine is a selective α1-adrenergic receptor agonist (The primary effect is on smooth muscle,

which it mainly constricts) used primarily as a decongestant Paracetamol

• Paracetamol has analgesic & antipyretic property & weak anti-inflammatory property

• Paracetamol is often the analgesic or antipyretic of choice especially in patients in whom salicylate

or other NSAID is contraindicated .Such patients include asthmatics or those with history of peptic

ulcer or children.

PHARMACOLOGY

PHARMACODYNAMICS

Levocetirizine

Levocetirizine, the (R) enantiomer of cetirizine, is a potent and selective antagonist of peripheral H1 –

receptors

(from mouth or nose enters the body)

Release

Levocetirizine ( binds to H1 receptor)

Ambroxol

Ambroxol is a surfactant acts as an anti-glue factor by reducing the adhesion of mucus to the bronchial

wall, in improving its transport and in providing protection against infection and irritating agents

Phenylephrine

Phenylephrine is a selective α1-adrenergic receptor agonist used primarily as a decongestant that shrinks

blood vessels in the nasal passages. Dilated blood vessels can cause nasal congestion (stuffy nose).

Paracetamol

The main mechanism proposed is the inhibition of Cyclo-oxygenase (COX), and recent findings suggest

that it is highly selective for COX-2. Because of its selectivity for COX-2 it does not significantly inhibit

the production of the pro-clotting thromboxanes

PHARMACOKINETICS

LEVOCETIRIZINE

The pharmacokinetics of levocetirizine are linear with dose and time independent with low inter-subject

variability.

� Absorption Levocetirizine is rapidly and extensively absorbed following oral administration. Peak plasma

concentrations are achieved in 0.9 h after dosing. Steady state is achieved after two days. The

extent of absorption is dose-independent and is not altered by food, but the peak concentration is

reduced and delayed.

� Distribution

No tissue distribution data are available in humans. Levocetirizine is 90% bound to plasma

proteins. The distribution of levocetirizine is restrictive, as the volume of distribution is 0.4l/kg.

� Metabolism The extent of metabolism of levocetirizine in humans is less than 14% of the dose and therefore

differences resulting from genetic polymorphism or concomitant intake of enzyme inhibitors are

expected to be negligible. Due to its low metabolism and absence of metabolic inhibition potential,

the interaction of levocetirizine with other substances, or vice-versa, is unlikely. The plasma half-

life in adults is 7.9 + 1.9 hours.

� Excretion The major route of excretion of levocetirizine and metabolites is via urine, accounting for a mean

of

85.4% of the dose. Excretion via faeces accounts for only 12.9% of the dose.

AMBROXOL

Absorption When administered orally onset of action occurs after about 30 minutes. The breakdown of acid

mucopolysaccharide fibers makes the sputum thinner and less viscous and therefore more easily removed

by coughing

Excretion

Cleared rapidly from the plasma mainly by hepatic metabolism. Half-life: 4-5 minutes (initial); about 40

minutes (terminal).

PHENYLEPHRINE Oral phenylephrine has low oral bioavailability owing to irregular absorption & first pass metabolism by

monoamine oxidase an enzyme in gut & liver

PARACETAMOL

Absorption

Readily absorbed from GI tract with peak plasma concentration occurring 10-60 minutes after oral

administration.

Distribution

• It crosses most body tissues.

• It crosses placenta & is present in breast milk

• Plasma protein binding is negligible at usual therapeutic dose but increases with increasing doses

• The elimination half life is 1-3 hrs

Metabolism Metabolized primarily in liver.

Excretion It is excreted by liver & kidney

DOSE

2-5 yrs age-2.5ml twice daily

6-11 yr-5 ml once daily

INDICATION

• Nasal Congestion

• Common Cold

• Rhinorrhoea

• Fever with common cold

• Allergic Cough

USP’s

• LCZ Cold is a unique cough & cold preparation containing levocetirizine-non-sedative

antihistamine along with phenylephrine-a nasal decongestant, ambroxol- mucolytic and

mucokinetic & paracetamol-time tested antipyretic & analgesic

• LCZ Cold Suspension, containing levocetirizine, phenylephrine, ambroxol & paracetamol is

available First Time in India in a soothing Mentholated Flavour

• LCZ Cold is free from phenylpropanolamine which is banned in India due to risk of hemorrhagic

stroke & pseudoephdrine which is a CNS stimulant, & also causes palpitation & tachycardia

STORAGE Store in a cool & dry place.

PRESENTATION

Available in bottle of 60ml

LAUNCH PLAN

LCZ Cold The Non-Sedative Cold and Cough Remedy

Packing Sale Pack-60ml

Sample Pack-30ml

Focused Target Drs

Trade- All Paed & 30 Drs from GP/Phy

Hosp- All Paed

Launch Lit

Trade-As per All Paed & max 30 GP/Phy

Hosp –As per all Paed

Two laminated launch literature of LCZ Cold to keep with yourself for further detailing.

Objective of one rep-3 Cases/month

Sample planned per month-72 bottles/rep

Detailing of LCZ Cold Launch Literature

Page1

Dr. as change of season is associated with Cold and Cough, choose the most dependable solution in Cold

and cough.

Page 2 & 3

Introducing LCZ-Cold Suspension, for Complete Relief from Common Cold. Doctor LCZ-Cold

suspension is the most reliable and Trusted Combination containing Levocetirizine 2.5mg, a Potent

Antihistamine which is non sedative and relieves sneezing, watery eyes and running nose, Ambroxol 30

mg a mucolytic and mucokinetic, that breaks down the mucous and thereby improves mucociliary

clearance, Phenylephrine 5 mg a nasal decongestant that effectively relieves the blocked nose and ensures

ease in breathing & Paracetamol 250 mg a time tested and trusted analgesic that brings down fever quickly

and relieves body pain.

Page4

Dr. In Common cold, Flu & Cough prescribe LCZ-Cold Suspension containing Levocetirizine 2.5mg,

Ambroxol 30 mg, Phenylephrine 5 mg and Paracetamol 250 mg/ 5ml suspension for Complete relief from

Common Cold.

Dr. LCZ-Cold Suspension is effective in Allergic Cough, Nasal Congestion, Rhinorrhoea and Fever with

Common cold.

Dr. LCZ-Cold comes in soothing mentholated flavor for enhancing palatability and dosage of LCZ-Cold

suspension in children 6-11 yrs is 5 ml once daily and in children 2-5 yrs is 2.5 ml twice daily.

Dr. Please prescribe LCZ-Cold Suspension, The Non-sedative Cold and Cough Remedy.