Summer internship Project:

Creating a Brand plan for DIENOGEST

Brand Name: DienoMed

Submitted By:

Saqib Altaf

MBA Pharmaceutical management

Jamia Hamdard , Delhi

Under the Guidance of

Vivek Hattangadi

Sign____________________________

Chief Mentor-The Enablers

PharmaState Academy, India

 Assumption For The Company

MEDEVINATION : Faith in Medicine

Executive Summary:

Company Background:

Medevination is a leading pharmaceutical company from India and is amongst the top 100
generic companies in the world. It started its business in 2009 and over the years has become
one of the largest pharmaceutical companies in India.

Vision:

To achieve a turnover of Rs. 3000000.00 by 2022

Mission:

A world without hopelessness more than that, to be worlds no 1 pharmaceutical brand to

provide affordable medicine for mothers to be.

Products/ services:

It was 2009 when our Pharma Company came into existence Since then We are providing
services for Gynecology, a branch of healthcare segment that deals with the issues of Women’s
Healthcare, particularly in the female reproductive system. This includes the pregnancy and
child birth, menstruation and fertility.

Market :

Being an Infertility and gynecological medicine centric Pharma company , We Wish to enter the
market With a New medicine To treat Endometriosis

The Endometriosis market size is estimated to be $1.9Bn, in 2018, growing at a CAGR of 2.9%
during 2019-2024.

The Endometriosis market by geography has been segmented into North America, South
America, Europe, Asia Pacific and Rest of the World. North America held the largest
endometriosis market share of 51.61% revenue wise, in 2018.

In 2018, the market for endometriosis was fragmented with the top ten players accounting for
22.18% of the global market share.
Promotional Strategy:

Digital ,

Workforce ,

Paper Information,

Articles

Webinars/Podcasts

Company Logo t-shirts

Broachers & newsletters

Digital Marketing

Free Samples

Competitors:

There are 36 products in the competitive market ,With The Composition Of Dienogest 2Mg in
The Indian Market

The Top Key players Are:

DINOGEST 2MG TAB by KOYE PHARMACEUTICALS PVT LTD

A-Form: TABLETS

Pack Size: 10

MRP: 548.00

ENDOREG BY JASON PAL

A-FORM TABLETS

PACK SIZE :1

MRP:598

Forecasting:
Goals 2021 2022
Sales 275000 Rs 303800 Rs
Share 0.8% 1.25%
Distribution 62% 72%
Awareness 33% 42%
Purchase 10% 12%
Repeat 4% 5%
*11% Growth rate for the financial year 2021 2022

Number of Employees : 400

Industry: Pharmaceutical with main focus on Infertility and Gynaecology

 Entering the market with our new product

Sitution Analysis:

 Medevination wishes to Introduce a New Brand Into the market “DienoMed” (Dienogest,
which is an oral progestin that has been investigated extensively in the treatment of
endometriosis.) Endometriosis is a chronic disease primarily affecting women of childbearing
age.

The symptoms of endometriosis may cause significant impairment in quality of life and
represent a substantial economic burden to patients, families, and society.

Endometriosis affects an estimated 1 in 10 women during their reproductive years

The prevalence of endometriosis in women with infertility be as high as to 30–50% with more
than 10% of women worldwide have endometriosis - that’s 176 million worldwide

There is no cure for endometriosis

But

It can be managed by DienoMed (Dienogest),

Dienogest Can Help In Reducing  Alleviating pain and other symptoms, reducing endometriotic
lesions, and improving quality of life.

Situation Analysis

Current Market Analysis:

The valuation for the endometriosis market was USD 1.93 Billion in 2018, and it is forecasted to
have a growth rate of 2.8% during the forecast period. The endometriosis market is forecasted
to grow at a rate of 2.8% during the forecast period and reach USD 2.42 Billion in 2026

According to 2018 data

the NSAID’s segment occupies the largest market share of 30.2%

Oral Contraceptive Pills segment occupied 27.4% of the market

the Laparoscopy segment (surgery) occupies the largest market share of 44.8%

it is worth mentioning that the Laparotomy segment is forecasted to occupy the second-largest
market share of 33.0% by 2026, with a CAGR of 2.9% during the forecast period

There is no Such drug to treat Endometriosis in the market which covers the Larger market
segment , dienogest is proven to be useful in the long term prevention of endometriosis
Dienogest is marketed in combination with estradiol valerate as a birth control pill It is also
used in menopausal hormone therapy and to treat heavy periods,  

With a very few competitors DienoMed can flourish well in the market .

Target Customer:

Identification of Dienogest prescribers

Gynaecologists

Radiologists

General Physicians

Drug Stores

Hospital Pharmacies

Mail Order Pharmacies

E-Pharmacies

Retail Pharmacies

Target Consumers:
Of the estimated 176 million women worldwide who suffer from endometriosis, around 26
million of them are Indian, Endometriosis affects an estimated 1 in 10 women during their
reproductive years so our main focus will be on Women who are 18-35 years of age,

Moving Annual Total:

In india, There are two major brand that treat Endometriosis

Dinogest by Koye Pharma

Endoreg By Jagson Pal

There Are also various brands out in the field :

Dienofirst by Akumentis health

Emersa by Sun Pharma

Dienofem by TTK Healthcare

Cipgest by Cipla

The valuation for the endometriosis market was USD 1.93 Billion in 2018, and it is forecasted to
have a growth rate of 2.8% during the forecast period

 NSAID's segment occupies the largest market share of 30.2% in 2018, with the second-highest
CAGR of 2.9% during the forecast period

Total Sales And Growth In India

Total Sales in Cr. % Growth % Contribution

1128.1 89561.9 96.5

Brand Company MRP, Rs Growth % Sales in Cr

Dinogest Koye Pharma 548 16.9 15.0
Endoreg Jagson Pal 630 53.1 7.7
Dinofirst Akumentis 843 155.3 6.8
Health
Emersa Sun pharma 548 1.5 2.9

Product Offering:
Summary

Dienogest is an oral progestin used for the treatment of endometriosis as monotherapy or

contraception in combination with ethinylestradiol.

Dosage:

As Prescribed By Physician

Mode Of Administration:

1 mg oral tablets

2 mg oral tablets

Product Presentation:

First time in India , dienogest available in bottles of 30 capsules for dosing convenience

DienoMed 1 mg (I strip 10capsules)

DienoMed 2mg (1 strip 10 capsules)

DienoMed 1mg (bottle of 30 capsules )

DienoMed 2mg (bottle of 30 capsules)

SWOT Analysis:

Strength Weaknesses
 Company’s Reputation & expertise  Lack of Awareness about
 Lowest Price And High Quality endometriosis In India
 Staff With Versatile Knowledge
 Good Marketing Strategy  Delay In launching the Medicine

Opportunities Threats
 Spreading Awarenes about  Currrent Economic Situation
endometriosis  Competitors can laverage brand
 Offering Attractive Packaging strength
 Positive Approach from doctors
 Technological developments

Marketing Objectives
 Short Term:

Improve Brand Reputation And presence

Acquire More Customers From the Market

Decrease Profit Margin to break Into the Market

Long term:

To be among top selling Drugs within 5 years

Marketing Strategy: 4Ps

Product:

Tablet Film Coated & Kit

Generic Name:

Dienogest

Indication:

Indicated for use as the treatment of endometriosis alone and as a contraceptive in

combination with ethinylestradiol.

Marketing strategy

Segmentation:

Segmentation Based on Drug Type

 Oral Contraceptives

 Progestins

 NSAIDs

 GnRH Analogues

 LNR-IUDS

 Other Drug Types

Segmentation Based on Treatment Type

 Hormonal Therapy

 Pain Management
 Segmentation Based on Distribution Channel
 Hospital

 Pharmacies

 Retail Pharmacies

 E-commerce

Target Market:

Metro cities :

Audience Is much More than Rural areas And disease prevailence is more

Rural areas :

Through Awareness Programmes

Tier 1 cities: Disease prevalence is Higher

Target Consumer:

Endometriosis affects an estimated 1 in 10 women during their reproductive years

The prevalence of endometriosis in women with infertility be as high as to 30–50% with more
than 10% of women world wide have endometriosis - that’s 176 million worldwide

Of the estimated 176 million women worldwide who suffer from endometriosis, around 26
million of them are Indian, Endometriosis affects an estimated 1 in 10 women during their
reproductive years so our main focus will be on Women who are 18-35 years of age,

Positioning:

DienoMed will be positioned as a patient centric Brand to treat Endometriosis , to reduce risk of
infertility, reducing symptomatic pain and affordable medicine to be the favorite brand for
doctors to prescribe .

Positioning Rationale :

Maintenance of bone health

Breast health

Reducing multiple types of endometriosis-associated pain, including pelvic pain, dysmenorrhea,

dyspareunia, dysuria, and dyschezia

Positioning message:

1. Efficient and synergistic

2. One drug for multi goals

Theme

1. Let the pain be gone!!

2. The long term efficient synergy

Promotion:

Workforce : sales team in the field , calling doctors personally, MR doctor in person interaction

Paper Information: 3D Pamphlets IN THE SHAPE OF UTERUS at hospitals clinics with

information regarding endometriosis ,

Articles: Articles on social media , Paper handouts near malls , Broachers & newsletters at

beauty parlors etc

Webinars/Podcasts : organizing free informative webinars readrding endometriosis and its

treatment through DienoMed for patient education

Company Logo t-shirts : providing the staff with company shirts to make our brand visible

Digital Marketing : Company website , query chat , Email Marketing, collaboration with e
medicine ie pharmeasy etc

Posters and Billboards: attractive posters and banners for brand promotion, in private clinics ,
hospitals , roadside billboards etc

Free Samples : free samples to doctors nursing homes , radiologists , usg centers etc

Pricing:

Mrp 399
GST 12%

RETAIL MARGIN 20%

STOCKIST MARGIN 10%

285
PTR (PRICE TO STOCKIST)

PTS (PRICE TO STOCKIST) 256

SCHEME 10%

Financial Analysis

Promotion Expense:

Promotional Inputs 100% 3000000

Sampling sampling 25 750000
Gift 20 600000
Campaign 15 450000
Print 4 100000
Training 10 300000
Meeting 6 180000
CRM 15 450000
Incentives 5 150000

Sales Forecast

First year

SKUs PCPM PTD PCPM Value

DienoMed 1 mg 10s 50 108 5400
DienoMed 2mg 10s 50 180 9000
DienoMed 1 mg 25 324 8100
bottle
DienoMed 2 mg 25 540 13500
bottle
PCPM Value / MR 36000
Sale in Value (company) 75600000

SECOND YEAR

SKUs PCPM PTD PCPM Value

DienoMed 1 mg 10s 70 108 7560
DienoMed 2mg 10s 70 180 12600
DienoMed 1 mg bottle 40 324 12960
DienoMed 2 mg bottle 40 540 21600
PCPM Value / MR 54720
Sale in Value (company) 114912000