1 Comers To the Market (CTM)-Presentation / Egypt

Comers To the Market

(CTM)

Walid SaafanMarketing Information Manager

Novartis Egypt

2 Comers To the Market (CTM)-Presentation / Egypt

Topics

Objectives CTM Inputs CTM concept CTM Deliverables CTM analysis Key success factors Conclusion

3 Comers To the Market (CTM)-Presentation / Egypt

Objectives

Monthly follow-up to New Introductions (NIs) and Life Cycle Management (LCM) introduced in the market.

Full information about NIs/ LCM brands/ packs. Calculate the YTD sales impact on NIs/ LCMs on

market(s) and corporate.

4 Comers To the Market (CTM)-Presentation / Egypt

CTM update cycle

1.IMS Dataview report 2. Paste data into Excel tool

3. CTM report is ready

5 Comers To the Market (CTM)-Presentation / Egypt

CTM concept

Extract IMS Dataview report data into an Excel tool that re-format the data for CTM report.

Differentiate between NI/ LCM by units sold LY. If Brand previous years units sold=0 NI otherwise LCM

Provide all information about NIs/ LCMs brands: ATC3, CRP, Brand, Pack, MOL, NI/ LCM YTD sales, launch Month, Launch year, PSP.

Ability to filter the report by ATC3 or CRP.

6 Comers To the Market (CTM)-Presentation / Egypt

CTM deliverables – Total marketATC3 CRP Brand Pack Mol(s)

NI YTD sales

LCM YTD sales

NIs count

LCMs count

NIs YTD sales

LCMs YTD sales

Source: CTM / IMS data Dec.06

7 Comers To the Market (CTM)-Presentation / Egypt

CTM deliverables – specific ATC3

Select Class

All results filtered on the selected class. New competitors information available. PM can follow up brands/ generics introductions

in his market(s).Source: CTM / IMS data Dec.06

8 Comers To the Market (CTM)-Presentation / Egypt

CTM deliverables – specific CRP

Select CRP

All results filtered on the selected CRP. Analysis of CRPs YTD growth derived from NIs/LCM. Identify introduced brands by the selected CRP.

Source: CTM / IMS data Dec.06

9 Comers To the Market (CTM)-Presentation / Egypt

CTM analysis – Leading CRPs in LCM

Arrange CRPs in terms of YTD LCM value sales. Assess YTD impact of CRP new packs introduced.

Source: CTM / IMS data Dec.06

10 Comers To the Market (CTM)-Presentation / Egypt

CTM analysis – Leading CRPs in NIs

Arrange CRPs in terms of YTD Nis value sales. Assess YTD impact of CRP new brands introduced.

Source: CTM / IMS data Dec.06

11 Comers To the Market (CTM)-Presentation / Egypt

CTM analysis – Leading ATC3 in NIs

Arranged classes in terms of NIs to identify the attractive markets.

Assess current classes that our brands compete in.

Source: CTM / IMS data Dec.06

12 Comers To the Market (CTM)-Presentation / Egypt

CTM analysis – Leading ATC3 in LCMs

Arranged classes in terms of LCMs to identify the attractive markets.

Assess current classes that our brands compete in.

Source: CTM / IMS data Dec.06

13 Comers To the Market (CTM)-Presentation / Egypt

Sample outputs

NOVARTIS, 39,246,800 , 35%

PFIZER*, 8,972,900 , 8%

ALTANA*, 7,037,600 , 7%LUNDBEC., 6,423,900 ,

6%

ABBOTT*, 5,117,000 , 5%

EVA, 4,979,400 , 5%

AMOUN PHARM.CO., 3,896,400 , 4%

GLAXOSMITHKLINE*, 3,471,600 , 3%

MERCK AG*, 3,043,000 , 3%

Others (180), 23,799,000 , 22%

SANOFI AVENTIS, 2,127,700 , 2%

Leading CRPs - LCM

FLOTAC (01.2006), 10,031,300

CATAFLAM 50mg 20 (02.2006), 13,232,700

ANAFRONIL 75mg 20 (02.2006), 4,306,600

CATAFLAM AMP 75mg 6 (04.2006) , 4,156,400

VOLTAREN AMP 75mg 6 (04.2006), 6,362,100

SIRDALUD 2mg 20 (07.2006), 542,500

MIACALCIC PLUS (08.2006), 615,300

-

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000

40,000,000

45,000,000

Novartis PH

38.6 Mio

LCM breakdown per CRP

Source: CTM / IMS data Dec.06

14 Comers To the Market (CTM)-Presentation / Egypt

Key success factors

Tool update can be done easily without too much technical knowledge (preliminary Dataview and Excel experience).

Tool is applied in Novartis Egypt for almost a year and introduced to Novartis KSA from Oct.06.

PMs follow up introductions in their markets on monthly basis or during MPH planning.

CPO management assess their position in the market and follow up competitor launches on monthly basis or during planning or StratPlan preperation.

BD&L can analyze the market and identify attractive markets in terms of number/ value of NIs & LCMs.

15 Comers To the Market (CTM)-Presentation / Egypt

Conclusion

CTM is an easy tool that give more insight about market dynamics.

The tool can be adapted easily in different markets from small CPOs to regional level.

Many new untapped information can be explored that will support marketing and senior management to analyze market dynamics.

Consolidated reports can easily extracted with pivot reports.

16 Comers To the Market (CTM)-Presentation / Egypt

Thanks