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2008 Marketing Plan

Ciprofloxacin

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1.0

Market Summary

Ciprofloxacin is an antibiotic of Fluoroquinolones group. Ciprofloxacin is the fifth

largest generic in the total Pharma market. At the same time this market is continuously growing. Almost all leading companies paid their deep concentration brand Ciprocin (SQA) enjoys 20% share of Ciprofloxacin market. On the other hand the second brand leader Neofloxin continuously is loosing its market share. For that in this market and this generic market has become more competitive. The leading

reason they reduced the price of all strength of Neofloxin. After that almost all leading brands including Ciprocin have become available at reduced price. Introduction of powder for suspension form add new cherry to the Ciprofloxacin

market. Consecutive introduction of Ciprofloxacin suspension by seven company and price reduction issue make a noise in Ciprofloxacin market. So to compete in named Ciprofloxacin Patron and Ciprofloxacin Idol. the competition and to increase market share we are proposing two campaigns

OVERVIEW OF THERAPEUTIC MARKET

Therapeutic Class/ Sub-class Cephalosporins & Combs Fluoroquinolones Penicillins Macrolides & Similar Types Trimethoprim Combs Tetracyclines & Combs Aminoglycosides Chloramphenicols & Combs Other Antibiotics

2008 Val* 3081 1651 1105 566 160 143 18 9 11 Sh% 46 24 16 8 2 2 1 0 0 Gr.% 10 4 -12 12 -21 -16 -3 -28 -9 Val* 2802 1583 1260 504 203 170 19 13 12

2007 Sh% 43 24 19 8 3 3 0 0 0 Gr.% 9 6 -6 6 -11 -7 -16 -11 82 Val* 2583 1489 1335 474 229 183 22 14 7

2006 Sh% 41 24 21 7 4 3 0 0 0 Gr.% 8 14 -4 9 -21 -7 8 -21 1

Source: IMS 2nd Q, 2008; Value in BDT million

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OVERVIEW OF THERAPEUTIC MARKET BY MARKET SHARE (2008)

8% 2% 3%

16%

46%

24%

Cephalosporins & Combs Penicillins Trimethoprim Combs

Fluoroquinolones Macrolides & Similar Types Other Antibiotics

Source: IMS 2nd Q, 2008 2.0 Leading players Growth (%) -18.33 17.10 -7.69 2.18 8.74 4.17 -1.38

Year Brand Name Company Name Position *Value Share (%) Neofloxin 2008 Quinox Ciprox Flontin Ciprocin Beximco Eskayef Opsonin Beximco Renata Acme Square Acme Renata Square 2nd 3rd 4th 5th 6th 2nd 3rd 4th 5th 6th 2nd 3rd 4th 5th 1st 1st 1st 195 103 70 63 55 198 126 67 59 54 182 130 67 60 55 43 44 19.24 10.11 6.92 6.20 5.41 20.06 12.74 6.83 6.02 5.45 18.22 12.97 6.67 6.00 5.52 4.35 4.32

Cipro-A Ciprocin Flontin

2007

Neofloxin Cipro-A Quinox Ciprox

12.35 -19.37 0.63 4.50 9.79 1.63 4.47 7.75

-3.01

2006

Neofloxin Quinox Flontin

Ciprocin

Opsonin Beximco Eskayef Renata Acme Square

Eskayef

39.01

Cipro-A

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Maprocin 3.0 Competition

Orion

6th 50 5.02 8.63 Source: IMS 2nd Q, 2008; Value in BDT million

DIRECT COMPETITION
2008 Value 195 103 70 63 55 44 1,015 Share (%) 19 10 7 6 5 4 63 Growth (%) -1 -18 4 17 -8 2 3 Value 198 126 67 54 59 43 988 2007 Share (%) 20 13 7 5 6 4 64 Growth (%) 9 -3 12 -19 8 1 2

Brand Ciprocin Neofloxin Flontin Quinox Cipro-A Ciprox Ciprofloxacin

Company Square Beximco Renata Eskayef Acme Opsonin

Source: IMS 2nd Q, 2008; Value in BDT million INDIRECT COMPETITION Ciprofloxacin will compete indirectly with Levofloxacin, Gatifloxacin, Nalidaxic acid and Cefradine preparations of the market.
Brand Levoxin Trevox Ovel Evo Levox Levofloxacin Company IAP SQA ATP BXM OPI 2008 Value 48 33 30 20 18 285 Share (%) 16.70 11.57 10.64 7.05 6.18 17.79 Growth (%) -31.81 -4.10 88.88 139.15 -54.13 6.83 Value 70 34 16 8 38 267 2007 Share (%) 26.16 12.89 6.02 3.15 14.39 17.25 Growth (%) 35.87 72.41 999 999 15.90 55.70

Source: IMS 2nd Q, 2008; Value in BDT million

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Brand Gati Gatiflox Gatlin Gatifloxacin

Company SQA IAP RTA

2008 Value 18 16 15 90 Share (%) 20.20 18.13 17.00 5.62 Growth (%) 178.94 12.19 98.32 253.55 Value 7 7 8 25

2007 Share (%) 25.60 29.11 30.30 1.65 Growth (%) 999 999 999 999

Source: IMS 2nd Q, 2008; Value in BDT million

2008 Value 186 176 120 56 26 1065 Share (%) 17.48 16.55 11.27 5.32 2.48 49.55 Growth (%) 11.90 -11.01 2.64 -28.17 1.59 2.05 Value 166 198 117 78 26 1044 2007 Share (%) 15.94 18.98 11.20 7.43 2.49 53.39 Growth (%) 18.40 -11.67 2.42 2.67 -14.67 3.98

Brand Lebac Sefrad Skcef Avlocef Cephran Cefradine

Company SQA SA SK+f ACI OPI

Source: IMS 2nd Q, 2008; Value in BDT million

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4.0

Product Definition : Flouroquinolones

Therapeutic class Dosage form

Sub-therapeutic class Generic name Mechanism of action:

Ciprofloxacin Hydrochloride USP

Tablet, Powder for Suspension

Oral Flouroquinolones

The mode of action involves the inhibition of DNA gyrase and Topoisomerase II, which mediates the formation of supercoils of DNA. The process is necessary for compacting the bacterial chromosomes within the cell and ultimately DNA synthesis is hampered.

PRICE ANALYSIS Brand Name Ciprocin Company Square Dosage form Tablet Tablet Tablet Tablet Neofloxin Beximco Tablet Tablet Tablet Tablet Tablet Quinox Eskayef Tablet Tablet Tablet Floxabid ACI Tablet Tablet Powder for Susp Powder for Susp XR Tablet Flontin Reneta Strength 250 mg Tab 500 mg Tab 750 mg Tab 250 mg Tab 500 mg Tab 500 mg XR Tab 250 mg Tab 500 mg Tab 250 mg Tab 500 mg Tab 250 mg/5 ml 750 mg Tab 750 mg Tab Pack size 10x3 10x2 10x2 10x5 10x4 10x3 10x2 10x2 60 ml 10x3 10x3 60 ml 10x5 10x3 60 ml 10x2 10x1 10x3 MRP/Tab (BDT) 14.00 18.00 14.00 18.00 15.00 14.00 60.00 14.00 18.00 60.00 14.00 18.00 60.00 8.50 8.50 8.50 8.50 8.50

Powder for Susp

250 mg/5 ml

250 mg tablet 500 mg tablet 750 mg tablet 250 mg/5 ml

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5.0

SWOT Analysis

Strengths

Strong perception of all-rounder antibiotic.

The molecule of choice in the treatment of enteric infection. All the possible dosage forms of Ciprofloxacin are prescribed.

Weaknesses

Reported side-effects.

Expensive than Penicillins

Less effective than 3rd and 4th generation Cephalosporins

Opportunities

Ciprofloxacin market is continuously growing and now holding the fifth highest selling molecule in Bangladesh Pharma Market.

Specialist wise doctors promotion will be the new opportunity to maximize the market share.

Threats

Strong brand focuses of the leading companies increase the competition in this generic market. Threatening growth of 3rd and 4th generation Cephalosporins

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6.0

Positioning

Ciprofloxacin an all round protection against bacterial infections. Ciprofloxacin an ideal drug in the treatment of Enteric infections Urinary tract infection

Gastrointestinal tract infections

Market Segmentation Ciprofloxacin tablet can be promoted to the following doctors a. Doctors who prescribe Ciprofloxacin b. Doctors who prescribe Cephradine c. Doctors who prescribe Azithromycin for the treatment of enteric infection.

Ciprofloxacin powder for suspension will be promoted to the following doctors a. Doctors who prescribe Erythromycin suspension b. Doctors who prescribe Azithromycin suspension c. Doctors who prescribe Cephradine suspension

d. Doctors who prescribe Nalidixic Acid suspension Target Doctors General Practitioners Gynecologists Pediatricians Doctor Categories

Medicine specialists Gastroenterologists Surgeons Internee Doctors

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7.0

Communication strategies

No. of Detailing Promotions No. of Reminder Promotions No. of Clinical Meeting Gifts / Special Campaigns

: : : :

06 12 03 03

Promotional Campaigns Campaign-01 1. 2. Objective: Activities: 3 4.

To establish Ciprofloxacin as the drug of choice in the treatment of UTI

Special promotion highlighting Urinary tract infection to selective six hundreds gynecologist. Reminder promotion to make extra thirst to other target doctors.

Duration: January to April 2008 Cycle Promotion Promotion Detailing Gifts Reminder Month

January

February

March

April

5.

Target doctors:

Gynecologists General Practitioners Medicine specialists Gastroenterologists Internee Doctors

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6. 1.

Campaign -02

Promotional tools: Sample, PPM and gift (Pocket tissue / Money parts) Objective:

To build five trustworthy prescribers of Ciprofloxacin powder for suspension in each territory.

2.

Activities:

Special promotion highlighting the Pediatric typhoid and diarrhea to selective Pediatricians and GPs. Reminder promotion to make extra thirst to other target doctors.

3 4.

Duration: May to August 2008 Cycle Promotion Promotion Detailing Gifts Reminder Month

May

Jun

July

August

5.

Target doctors:

Pediatricians General Practitioners Gynecologists Medicine specialists Gastroenterologists Internee Doctors

6.

Promotional tools: Sample, PPM and gifts (Pen / Coffee maker)

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Campaign -03 1. Objective: 2.

To establish Ciprofloxacin as the drug of choice in the treatment of typhoid fever.

Activities:

Special promotion highlighting typhoid fever to selective GPs.

Reminder promotion to make extra thirst to other target doctors

3 4.

Duration: September to December 2008 Cycle Promotion Promotion Detailing Gifts Reminder Month

September

October

November

December

5.

Target doctors:

General Practitioners Gynecologists Medicine specialists Gastroenterologists Internee Doctors

6. Promotional tools: Sample and gifts (Liquid soap / Card holder / Tissue box)

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8.0 Some Brands currently available in the global market

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 Copyright 2008. Analysees Ltd, www.analysees.co.uk. All rights reserved. When quoting please cite analySEEs.co.uk. The above information does not constitute the provision of investment, legal or tax advice. Any views expressed reflect the current views of the author, which do not necessarily correspond to the opinions of Analysees Ltd or its affiliates. Opinions expressed may change without notice. Opinions expressed may differ from views set out in other documents, including research, published by Analysees Ltd. The above information is provided for informational purposes only and without any obligation, whether contractual or otherwise. No warranty or representation is made as to the correctness, completeness and accuracy of the information given or the assessments made

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About analySEEs:
It is an online based boutique analysis, strategic consultancy and business intelligence firm focusing on qualitative research. We provide affordable and customised local market research, strategic and tactical recommendations. Our clients include retail and service businesses and the business-to-business sector. We help our clients achieve more by providing them with deep information on the companies, markets, and people that matter to them. We are working with experienced Research Professionals from different parts of the world. Our new move expanded us as far as South Asia and still we are growing with significant pace everyday. We offer a range of business services to organisations that are active in our specialist industries. So far our services include business research publications, customised research and business consulting.

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Mamun Ahmed & Thomas White

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