rosuvastatin final marketing plan

South Asian Pharmaceuticals Limited

ROSTIN

ROSTINMarketing Plan

Rostin Rosuvastatin INN 10 & 20 mg Tablet

Trusted Oral New Generation Statin With Excellent

Coverage


ROSTIN

Amjfn Pharmaceuticals Limited

Contents

ROSTIN

EXECUTIVE SUMMARY

MoA, INDICATIONS, ADVERSE EFFECT OF ROSTIN

SITUATION ANALYSIS

MARKETING STRATEGY

SWOT ANALYSIS OF ROSTIN

MISSION, STRATEGIES, RESEARCH

FINANCIALS

CONTROLS

RECOMMENDATION

REFERENCE


Amjfn Pharmaceuticals Limited

Objective

To make ROSTIN a 50 cr Club product. To make ROSTIN as a top brand of SAPL as

well as in IMS. To make ROSTIN as a highest selling

products of SAPL. To make ROSTIN as a highest prescribed

product of SAPL. To make ROSTIN a loyal brand.

ROSTIN


ROSTIN1. Executive Summery

According to WHO estimates:16.6 million people die of CVD worldwide each yearCVD contributed to approximately one third of global deaths

In 2014:7.2 million deaths from CHD5.5 million deaths from stroke



In the USA, 102 million people have elevated total cholesterol In EUROASPIRE II, 58% of patients with established CHD had elevated total cholesterol Furthermore CVD Are Common disease in Bangladesh . 10% reduction in total cholesterol results in: #15% reduction in CHD mortality #11% reduction in total mortality Statins Drug can effectively treat these disease with highest safety profile For The Prevelence of disease & in Search of a Safe ANTIHYPERLIPIDEMIC druge for Patients South Asian Pharmaceuticals introduces ROSTIN .



ROSTIN - A new generation Statins with Excellent

Covarage

HMG CoA Reductase inhibitor.

Anti-Hyperlipidemic Drugs.

Hypocholesterolaemic.

High efficacy at start dose.

Good safety profile. First approved in the USA in August 2003. By 2004 it was

approved in 154 countries and marketed in 56.



Dosing :

Pharmacokinetics

Administration – Oral

Absorption -- well Absorbed

Distribution – Protein binding

Metabolism – Liver

Elimination -- Urine

ROSTIN Dosing Recommendation

Indication Dose Frequency

Hyperlipidemia 5mg Once daily

Hypercholesterolemia 10mg Once daily

Hypertriglyceridemia 20mg Once daily



Mechanism of Action Of Rosuvastatin

Acetyl CoA

HMG - CoA

Mevalonate

Farnesyl Pyrophosphate

Squaline

Cholesterol

Acetoacyl CoAHMG CoA Syntase

HMG CoA Reductase


Dyslipidemia Hypercholesterolemia Hypertriglyceridemia Coronary artery Disease Heart Failure Endocarditis

Indication of Rostin

Adverse Effect of Rostin

Constipation Heartburn Dizziness Difficulty falling asleep or staying asleep Depression Joint pain Cough Memory loss or forgetfulness Confusion

Cardiovascular events – Congenital heart disease, Disorders of the peripheral vascular system, Arteriosclerosis, Hypertension, Arrhythmia, Heart valve disease,

Fever Chest pain Yellowing of the skin or eyes Dark colored urine Extreme tiredness Weakness Unusual bleeding or bruising Loss of appetite Flu-like symptoms


ROSTIN2. Situation Analysis

South Asian Pharmaceuticals Ltd. entering its first year of operation .

Its product have been well received, and marketing will be key to the Development of ROSTIN

We offers Highly effective ROSTIN which serving the growing cardiovascular product inline pharmaceutical industry.

In Bangladesh the Demand of ROSUVASTATIN increasing day by day and more doctor now prescribe it…


ROSTIN2.1 Market Summery

Target MarketsCornary Heart DiseaseStatin DrugsHyperlipidemiaHyperchlosterimia

South Asian Pharmaceuticals limited possesses good information about the market and knows a great deal about the common attributes of the prized customers. This information is leverged to better understand who is served, what their specific needs are and how to communicate with them


ROSTINTable 2.1 Target Market Forecast

Potential Customers

Growth 2015 2016 2018 Cagr*

Speed 10% 191,42,500 21,056 231,62,750 10%

Fitness 10% 68,20,000 78,43,000 90,19,450 10%

Old 15% 24,80,000 26,28,800 27,86,528 15%


ROSTIN2.1.1. Market Demographics

GeographicsCan Serve Both domestic and

international customers

The total targeted population is 60 million users

The Profile for the typical Rosuvastatin customer consists of the following

geographic, demographic and behaviour factors .


ROSTIN2.1.1. Market Demographics

Demographics There is an almost Equal Ratio Between male and Female UsersSpeed user (20-30) want to faster dissolution for faster action Old patient want long duration of action, larger t/2 life. Fitness user tend to be ages 20-40 want healthy life. Of the user who are over 20, 55% have an undergraduate degree Users have Personal income 20000 bdt in a month.Behavior Factors User want an healthy and disease free life Want to make them look good ,perfect and attractive User spends large amount of money in fast food


ROSTIN2.1.2 Market Needs

Quality :Customer want better quality than other statin or antihyperlipidemic drugs such as-

Better concentration in plasmaFaster AbsorptionBetter prevention of CVDTotal lipid management Improvement of Alzheimer diseaseSafer option in Diabetes dyslipidemia

Design ,Dosage form :Well designed 10,20mg film coated tablet form.

Customer service :Customer councelling, Customer information etc.


ROSTIN2.1.3 Market Trends

Lipid is another word for fat. Lipids are easily stored in your body and serve as a source of energy. Cholesterol is a lipid.When the concentration of cholesterol in your blood is too high, it is called hypercholesterolaemia.

In hypercholesterolaemia, small fatty patches called atheroma develop within the inside lining of your blood vessels. Over time, these patches can make a blood vessel narrower and this is called atherosclerosis This narrowing reduces the blood flow through the artery and increases the risk of a number of heart and blood vessel diseases, such as heart attack and stroke.

Rosuvastatin reduces the amount of lipids such as cholesterol made by your body.This lowers your risk of heart and blood vessel disease. It can also reduce this risk, even if your cholesterol levels are normal, if you are at an increased risk of heart disease.


ROSTIN2.1.3 Market Trends

Atorvastatin, a lipid lowering agent causes myalgia which is seen in lesser extent and in lesser severity with Rosuvastatin therapy. Furthermore, atorvastatin is prone to type-II diabetes mellitus, and patients with hepatic dysfunction should avoid atorvastatin as it alters the normal SGPT and others liver functioning enzymes’ secretion and their functions. Atorvastatin also causes erectile dysfunction in long term treatment.

On the other hand, Rosuvastatin is a third generation lipid lowering agent which shows almost least extent of the above stated adverse effects caused by atorvastatin and the biggest advantage of Rosuvastatin is- it doesn’t causes hepatic dysfunction, thus can be prescribed in jaundice patients.

Though atorvastatin is prescribed most all around the world frequently as a first choice of lipid lowering agent. As now we have updated drug in hand, shouldn't we use that instead?


ROSTIN2.1.4 Market Growth

Market Size Rapidly Growing within the new generation Statins…

The growth statistics for year 2015 were estimeted to be over 34 millionMore and more prople are discovering and rediscovering the the health benefits by using Rosuvastatin.



ROSTINSWOT Analysis

1. In IMS we have positive share & growth in negative market trend.

2. Internal brand growth is positive.3. Strong brand name .

4. Excellent coverage in Specialty and GP level.

5. Reputation of Company.6. Attractive getup of Tablet. 1. Lack of coverage.

2. Lack of promo materials.

3. Need more doctor for

prescribing it

4. Need More Detailing.

5. Need more Doctor Coverage1. Opportunity to launch Rosuvatatin tablet early in

the market.

2. Promote Rostin ( Rosuvastatin) tablet with

broad activity.

3. Bangladeshi people may prefer new product

form.

4. Perfect alternative for atorvastatin

01.Atorvastatin, Simvastatin,

Provastatin may threat for

Rosuvastatin.

02. Negative growth of Rosuvastatin

molecule.

03. Some new company also want to

launch Rosuvastatin

ROSTIN SWOT

Analysis

Weakness

Opportunity

Strengths

Threat

ROSTIN2.2.1 Strengths

1. In IMS we have positive share & growth in negative

market trend.

2. Internal brand growth is positive.

3. Strong brand name .

4. Excellent coverage in Specialty and GP level.

5. Reputation of Company.

6. Attractive getup of Tablet.

7.Superior alternative of atorvastatin


ROSTIN2.2.2 Weakness

1. Lack of coverage.

2. Capsule form is preferable than tablet.

3. Lack of promo materials.

4. Need more doctor for prescribing it

5. Need More Detailing.

6. Need more Doctor Coverage


ROSTIN2.2.3 Opportunities

1. Opportunity to launch Rosuvatatin tablet early in the

market.

2. Promote Rostin (Rosuvastatin) tablet with broad

activity.

3. Bangladeshi people may prefer new product form.

4. Perfect alternative for atorvastatin


ROSTIN2.2.4 Threats

01.Atorvastatin, Simvastatin, Provastatin may threat for

Rosuvastatin.

02. Negative growth of Rosuvastatin molecule.

03. Some new company also want to launch

Rosuvastatin


ROSTIN2.3 Competition

Rank Name of Brand Name of Company Market Share Market Growth

1. Rosuva Square 27.65 11.56

2. Rosutin Beximco 12.53 14.09

3. Rocovas Incepta 6.64 2.28

4. Creston Eskayef 6.61 10.55

5. Rosetar Aci 4.98 22.57

6. Rosetab Acme 4.38 -15.40

7. Rosugen General 4.11 -21.08

Companies which now enjoying maximum prescription share for Rosuvastatin in Bangladesh


ROSTIN2.3 Competition

Rank Name of Brand Name of Company Market Share Market Growth

1. Crestor AstraZeneca 27.65 11.56

2. Alpex Rosuvex Alpex 12.53 14.09

3. Rosucard Sanofi-aventis 6.64 2.28

4. Rosuvanor Teva,Bulgeria 6.61 10.55

5. Roxardio Sandoz 4.98 22.57

6. Bestor Biocan 4.38 -15.40

7. Astende Lazar,Argentina 4.11 -21.08

Companies which now enjoying maximum prescription share for Rosuvastatin in the World


ROSTIN2.4 Product Offering

Outstanding Clinical success

Safe and effective in the treatment of Cardiovascular Disease

Highly safe in all patients

Superior alternative to atorvastatin

Pregnancy catagory x


ROSTIN2.5 Keys to Success

• The keys to success are designing and producing

products that will meet market demand .

• In addition it must ensure total customer satisfaction.

• If they are achieved , it will become a pofitable,

sustainable company


ROSTIN2.6 Critical Issue

As a Start-up business , SAPL is still in the early stages.The critical issue are for Rostin is to-

Establish itself as a Premier Rosuvastain

Pursue controlled growth

Constantly monitor customer satisfaction,

ensuring that the growth strategy will never

compromise service and satisfaction level


ROSTIN3.0 Marketing Strategy

The key to the marketing Strategy is focusing on the safety, efficacy and better profile of the drug

ROSTIN can cover about 60% of the CVS drugs market

ROSTIN can be a depandable drug in treatment of Cardio vascular disease, hyperlipidemia, hypertriglyceridemia , hypercholesteromia etc .


ROSTIN3.1 Mission

Rostin mission is to provide the customer with the finest anti-hyperlipidemic drugs available.

A trusted option for remedy.

It will exceed the expectation of the customer.

Make our company reknown by this product.


ROSTIN3.2 Marketing Objectives

To make ROSTIN a 50 cr Club product.

To make ROSTIN as a top brand of SAPLas

well as in IMS.

To make ROSTIN as a highest selling

products of SAPL.

To make ROSTIN as a highest prescribed

product of SAPL.

To make ROSTIN a loyal brand.


ROSTIN3.3 Financial Objectives

Increase the profit margin by 1% per quarter through efficiecy and economy of sales gains.

Maintain a significant research and development budget (as a percentage relative to sales) to spur future product developments.

Achieve a double to triple digit growth rate for the next three years.


3.4 Target Markets

Target doctors Cardiologist Medicine Specialist Diabetologist General Physicians

Cardiac patients CHF patients Diabetic Patients Stroke Hypercholesterolemia Hypertriglyceridemia

ROSTIN


ROSTIN3.5 Positioning

South Asian Pharmaceuticals Ltd. will position itself as the premier after market pharmaceuticals product company

Position will be achieve by leveraging rostin competitive stage : industry experience and passion

Management is able to use its vast experience and personnal passion for the Rostin development


ROSTIN3.6 Strategies

Main objective is to position the Rostin as the premiere Rosuvastatin Brand in both domestic market as well as international market.for this we have to :

First create customer awareness concerning the offered Rostin and services and then develop the customer base.

Forward The message that Rostin offers great efficacy and safety through web site ,media etc.

Advertisement placement in numerous industry magazines, periodicals.

Use of printed sales literature for both customer and doctors.

Through bonding, advantage , performance , relevance, presence of product

Make Rostin as a great brand of our company.


3.7 Marketing Programme

Rostin marketing programme is comprised of the following approaches

PricingDistributionAdvertising and promotionCustomer service

Pricing : Its based on a per product retail price

Brand Pack Size

T.P. V.A.T. Inv. Price

M.R.P.

ROSTIN 3*10s (10mg)

467.5 82.5 550 600

ROSTIN 1*10s(20mg)

262.5 37.5 250 300

Distribution :We use direct to consumer model as well as retailers

ROSTIN



Advertising and Promotion

Objective Campaign (short description)

Tgt Doctor Specialty

Tgt Doctor Nos Frequency Inputs

To create new customer and keep existing customer national cultural day will be celebrated by the sponsor of ROSTIN

Celebration of Pahela Boishakh/Pohela Falgun/Victorious day.A gift on ROSTIN will be provided to the target doctors by wishing the day.

Medicine Consultant 3200 Yearly Gift

To build brand image ROSTIN day will be performed.

Cardiologists will be attend in a program on a specific day that will be held in divisional ACME offices.

Cardiologists 1200 Quarterly

Gift/PPM/Lunch/Dinner

ROSTIN



Objective Campaign (short description)

Tgt Doctor Specialty

Tgt Doctor Nos Frequency Inputs

To establish the brand value of ROSTIN among Medicine Specialist.

A “Pitha Utsob” will be performed in winter month by inviting potential Medicine Specialist through the country.

Medicine Specialist 6400 Quarterly Pitha/Gift

To increase sales of ROSTIN, Chemist/PC conference will be performed.

Our Field force will arrange Chemist/PC conference in a specific day, where invited customers will be treated.

GP/RMP/PC 8000 QuarterlyGift/PPM/

Lunch

To celebrate the special day a sms on ROSTIN will be given.

On special day where there is a chance to promote ROSTIN a SMS will be given by our FP’s to the target customers.

All target doctors. 13900 Monthly SMS

ROSTIN


ROSTIN3.7 Marketing Programme

Objective Content Doctor Specialty

Doctor Nos

Nos. of programs

Sales/ Yr

Investment ROI

To establish ROSTIN on CVD

A scientific seminar on CVD will be performed.

Medicine,Cardiologist. 500 1

50 cr

250000 2500000

To establish efficacy of ROSTIN on Hyperlipidemia

A workshop on CVD will be performed. Cardiologists 500 1 250000 2500000

To establish the efficacy of ROSTIN on CVD

A workshop on CVD will be performed at Dhaka city.

Cardiologist, Diabetologist 500 1 250000 2500000


ROSTIN3.7 Marketing Programme

Objective Content Doctor Specialty

Doctor

Nos Nos. of

programs Sales/ Yr Investment ROI

To establish our highly brand ROSTIN among cardiologist/Medicine specialists.

World Heart day will be observed by the sponsor of ROSTIN.

Medicine specialists 280 1

50 cr

500000 5000000

To inform the doctors about the amaging pharmakokinetics of ROSTIN.

PMS will be performed by 150 doctors in Dhaka city.

Medicine, Cardiologist, Diabetilogist

, ENT specialists

150 1 1500000 15000000


ROSTIN3.8 Marketing Research

Firstly we target potential doctor who prescribe competitor RosuvastatinThen we target new potential doctor who are not prescribing our productThen we survey maximum prescription of the doctors

After survey we find :

We have a great opportunity for Rostin.

More doctors started to prescribe Rosuvastatin.

Customer feel comfortable with rosuvastatin..so they can believe in rostin

People always prefer new product.

As Rostin have more safety and efficacy than others drugs so there is

huge opportunity to be a market leader .

Have various dosage for all age .


ROSTIN3.8 Financials

Financial Section offer the financial overview of ROSTIN related to Marketing Activities. ROSTIN will address break-even analysis, sales forecasts, expense forecast and indicates how these activities link to the marketing Strategy


ROSTIN4.1 Break-Even Analysis

Break even analysis

Monthly Units Break-Even 62

Monthly Sales Break-Even $7060

Assumptions

Average Per-Unit Revenue $125.62

Average Per-Unit Variable Cost $22.61

Estimated Monthly Fixed Cost $6363

Break-even analysis indicates that 7760$ will be required in monthly sales revenue to reach the break-even point

Table 4.1 Break-Even Analysis


ROSTIN4.2 Sales Forecast

Our Company Feels that the sale forecast figures are conservative. It will steadily increase sales as the advertising budget allows. All though market forecast listed customers divided into groups .Reducing the number of categories allows the reader to quickly discern information, making the chart more functional.


ROSTINMonthly Sales Forecast

Table 4.2 sales Forecast

Sales 2015 2016 2017

Recretional $455740 $598877 $687765

Competitive $72918 $95820 $110042

Total sales $528658 $694697 $797807

Direct cost of sales

Recretional $82033 $107798 $123798

Competitive $13125 $17248 $19808

Subtotal cost of Sales

$95158 $125046 $143606


ROSTIN4.3 Expense Forecast

The expense forecast will be used as a tool to keep the department on target and provide indicators when correction/modifications are needed for the proper implementation of the marketing plan.


ROSTINMilestone

Table 4.3 Milestone

Milestones Start date

End Date Budget Manager Department

Marketing Plan Completion

5/1/15 6/1/15 $0 Stan Marketing

Web site completion

5/1/15 7/13/15 $20,400 Outside firm Marketing

Advertising campaign

5/1/15 10/15/15 $3500 Stan Marketing

Advertising Campaign

5/1/15 12/16/15 $4550 Stan Marketing

Development of the retail channel

5/1/15 11/30/15 $0 Stan Marketing

totals $28,450


ROSTINMonthly Expense Budget

Table 4.4 Marketing Expense Budget

Marketing Expense Budget

2015 2016 2017

Website $25,000 $8000 $10,000

Advertisement $8050, $15,000 $20,000

Printed Material $1,725 $2,000 $3,000

Total Sales and Marketing Expenses

$34,775 $25,000 $33,000

Percent Of Sales 6.58% 3.60% 4.14%

Contribution Margin $398,725 $544,652 $621,202

Contribution Margin/Sales

75.42% 78.40% 77.86%


Monthly Expense Budget

Proposed Gift/PPM/Book/Journal for Q-1

ROSTIN

Primary Customers SN Name of

InputType (LBL/Gift/ News

letter/FLA)Total

Number Number/

MPEMonth of

DistCost/ input

Total cost

1 PPM 1 Page Lit on Hyperlipidemia 9000 7 Feb-15 5 425002 Gift Pen 8000 6 March-15 50 4000003 Book &

JournalKumar & Clarks Case in Clinical Medicine Book

& BMJ journal

3000 &4000

Secondary Customers SN Name of


letter/FLA)Total

Number Number/

MPEMonth of

DistCost/ input

Total cost

1 Lit. 1 pg. lit on ROSTIN 10000 8 April-15 5 50000Total for the quarter 492500

ROSTIN



ROSTIN

Primary Customers SN Name of


letter/FLA)Total

Number Number/ MPE

Month of Dist

Cost/ input

Total cost

1 PPM 1 Page Lit on CVD 10000 8 May-15 5 50000

2 Journal BMJ Journal 3000 Secondary Customers

SN Name of Input

Type (LBL/Gift/ News letter/FLA)

Total Number

Number/ MPE

Month of Dist

Cost/ input

Total cost

1 Gift Portable Charger 8000 6 June-15 120 9600002 PPM 1 page lit on Rostin 10000 8 July-15 5 50000

Total for the quarter 1060000

Proposed Gift/PPM/Book/Journal for Q-2



Primary Customers

SN Name of Input


Total Number

Number/ MPE

Month of DistCost/ input

Total cost

1 Gift Green Tea Mug 8500 7 Aug-15 100 850000

2 PPM One page Lit. on UTIs 8000 6 Oct-15 5 40000

3 Journal Journal 3000

Secondary Customers

SN Name of Input


Total Number

Number/ MPE

Month of DistCost/ input

Total cost

1 PPM 1 page lit on Rostin 9000 7 Sep-15 5 45000

Total for the quarter 935000

ROSTIN Proposed Gift/PPM/Book/Journal for Q-3


ROSTIN5.0 Controls

The purpose of Rostin marketing plan is to serve as a guide for the organization. The following areas will be monitored to gauge performance :

Revenue : monthly and annual

Expenses : monthly and annual

Customer satisfaction

New-product development


ROSTIN5.1 Implementation

The following milestones identify the key marketing programs . It is important to accomplish each one on time and on budget


ROSTIN5.2 Marketing Organization

The Brand Management Department and Marketing Department will be responsible for the marketing activities.


ROSTIN5.3 Contingency Planning

Difficulties and risksProblems generating visibility, a function of being an internet based start up organization An entry into the market by an already established market competitor

Worst-Case RisksDetermining that the business cannot support itself on an ongoing basisHaving to liquidate equipment or intellectual capital to cover liabilities


ROSTIN5.3 Contingency Planning


ROSTINRecommendation

Patients who qualify for statins therapy are

either not being treated, being under-treated,

or both.

Aggressive lipid lowering beyond current

guidelines appears to be more efficacious in

reducing morbidity & mortality.


ROSTINRecommendation

Though atorvastatin is prescribed most all around the world frequently as a first choice of lipid lowering agent. As now we have updated drug in hand, shouldn't we use that instead?

ROSTIN is not right for everyone. Do not take ROSTIN if you are nursing, pregnant or may become pregnant; have liver problems; or have had an allergic reaction to ROSTIN

Your doctor should do blood tests to check your liver before starting treatment with ROSTIN and if you have symptoms of liver problems while taking ROSTIN

Rosuvastatin is the most potent member of statin family that has ability to regress Atherosclerosis.


ROSTINReference

http://www.ncbi.nlm.nih.gov/pubmed/23637557

http://archinte.jamanetwork.com/article.aspx?articleid=416101

http://www.ncbi.nlm.nih.gov/pubmed/23476802

http://www.drugs.com/international/rosuvastatin.html

British National Formulary; 62nd Edition (Sep 2011) British Medical Association and Royal Pharmaceutical Society of Great Britain, London

Manufacturer's PIL, Crestor® 5 mg, 10 mg, 20 mg and 40 mg film-coated tablets; Manufacturer's PIL, Crestor® 5 mg, 10 mg, 20 mg and 40 mg film-coated tablets, AstraZeneca UK Ltd, electronic Medicines Compendium. Dated September 2011.


rosuvastatin final marketing plan

Health & Medicine