INTAS PHARMACEUTICAL LIMITED

PRESENTATION ON

APPLICATION OF MARKETING STRATEGIES TO RE - LAUNCH THE PRODUCT

Submitted By:Jadav NiravAcademic Year 2007-09 Dept. Of Buss. Adm.,Bhavnagar University,Bhavnagar.

CONTENTS Company Profile

Glaucoma Disease

Brand Profile

Research Methodology

Data Analysis

Findings

Recommendations

Conclusion

References

COMPANY PROFILE Intas Pharmaceutical is one of the fastest

growing pharmaceutical companies in India and at the international level.

With expertise in a range of formulations, from tablets to injectables to newer drug delivery systems, Intas is currently ranked 17th among the Indian Pharma majors.

Pioneering efforts in providing medications for both chronic and acute medical conditions, has truly led Intas live up to its corporate line "Expressions for a Healthy Life".

Glaucoma is a group of eye diseases characterized by damage to the optic nerve usually due to excessively high intraocular pressure (IOP).

It can be difficult to detect until a significant amount of vision is lost.

Glaucoma is often referred to as the “silent thief”.

Intraocular pressure (IOP) is the level of fluid pressure inside your eye. This fluid helps your eye function normally.

GLAUCOMA DISEASE

BRAND PROFILETravoprost reduces the level of IOP to 25%

while Intaprost drops the IOP level at rate of 33%.

Maintaining the cold storage chain of the anti glaucoma drug has been removed in Intaprost.

With the use of Intaprost patients are more secured considering the health as compared to the other anti glaucoma drug.

RESEARCH METHODOLOGY

OBJECTIVEExploration of promotional areas:

To seek the marketing endeavors and promotional aspects by which the brand, named as Intaprost can be sustainable in the pharmaceutical market.

It is required to search out the factors affecting to the declination of the brand.

KEY LEARNINGSScientific comparatively study of market

which is shared by Intaprost and other drugs for Glaucoma disease.

Discover the reasons why Ophthalmologists are not prescribing the Intaprost.

Implement the promotional efforts that can pick the sales of Intaprost at top level.

RESEARCH DESIGNResearch Type

Exploratory

UniverseAhmedabad, Rajkot

Sample Size40

ElementsOphthalmologists

Sampling MethodConvenience

DATA COLLECTION

Primary Data

Secondary Data

Data Collection InstrumentQuestionnaire (closed-ended)

DATA ANALYSIS

QUESTION - 1

0

10

20

30

40

50

60

Percentage

No. of patients

Examination frequency of glaucoma patients for 1st time

Series1 57.5 22.5 12.5 7.5

< 10 10 to 20 20 to 30 30 to 50

QUESTION - 1

0

20

40

60

80

Percentage

no. of patients

Follow up examination frequency of glaucoma patients

Series1 62.5 20 15 2.5

< 10 10 to 20 20 to 30 30 to 50

QUESTION - 2

0 0 0

97.5

0 2.5 0 0 0 00102030405060708090100

Percentage

1 2 3 4 5 6

Molecule

First line treatment

QUESTION - 2

OPTION NO. TREATMENT NAME

1 Bimatoprost

2 Timolol

3 Latanoprost

4 Bimatoprost +Timolol

5 Dorzolamide+Timolol

QUESTION - 3

0.00%

20.00%

40.00%

60.00%

80.00%

Best Alternative

Series1 36.80% 63.20%

Bimatoprost Latanoprost

Q-4 The most important criteria which are been enumerated by ophthalmologists in prescribing the drug as 1st line treatment.

CRITERIA RANK NO. OF RESPONDENT

Price 2 17

Efficacy 1 28

Side Effect Profile & Tolerability

5 15

Patient Compliance

3 19

Availability 4 17

Patient Education Kit with free vial

6 30

QUESTION - 5

0

10

20

30

40

50

60

70

Percentage

timolol latanoprost dorzolamide+timolol brimonidine

Molecule

Bimatoprost as a replacement therapy

QUESTION - 5

Timolol Latanoprost Dorzolamide+Timolol

Brimonidine

30 62.5 2.5 5

It is comfortably seen from the graph that Latanoprost has pick percentage like 62.5% followed by Timolol with 30%. Thus, Bimatoprost can be employed by replacement of Latanoprost or Timolol.

QUESTION - 6

0102030405060708090

Percentage

timolol latanoprost dorzolamide+timolol brimonidine

Molecule

Bimatoprost as an add on therapy

QUESTION - 6

Timolol Latanoprost Dorzolamide+Timolol

Brimonidine

85 0 5 10

The graph lights that Bimatoprost can be added with Timolol as it contains the 85% of total elements.

QUESTION - 7

Alternative Selection

Bimatoprost85%

Travoprost15%

QUESTION - 8

0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

yes no

Awareness about the brand

Q–9 Brand price is considered in prescribing Bimatoprost by Doctors.

Price Consideration

55%

45%

Yes No

QUESTION - 10

0

10

20

30

40

Percentage

Number of patients

No. of patients benefited by scheme

Series1 27.5 37.5 7.5 5.5 22

5 to 10 10 to 15 15 to 20 20 to 25 >30

QUESTION - 11

0%

20%

40%

60%

80%

Selection of brand under company's reputation

Series1 79% 21%

Yes No

QUESTION - 11COMPANY RANK RESPONDENT

ALLERGAN 1 22

CIPLA 4 13

SUN PHARMA 3 13

INTAS OPTIMA 5 11

FDC 2 13

AJANTA 6 18

MICRO LABS 7 18

QUESTION - 12

0%

10%

20%

30%

40%

50%

60%

Importance of price/drop in ant-iglaucoma segment

Series1 5% 52.50% 27.50% 15%

Least Important Important More important Very Important

QUESTION - 13

0.00%

20.00%

40.00%

60.00%

80.00%

Importance of clinical starter pack

Series1 17.90% 74.30% 5.30% 2.50%

least important important more important very important

Q-14 Selection of important aspects for prescription.

01020304050607080

Percentage

Criterion selection which enhances the prescription

Series1 76.9 5.1 12.8 0 5.2

option 1 option 2 option 3 option 4 option 5

QUESTION - 14

OPTION OPTION NO

Reduction in price 1

Company’s reputation 2

Patient Benefit in terms of free vial

3

Better Communication of Medical Representative

4

Others 5

Ophthalmologists are practicing with the examination of <10 patients per month at the rate of 62.5%.

With this frequency of patients, the doctors are suggesting 1st line treatment to the glaucoma people is found out as Timolol.

Latanoprost is better alternative comparing with the Bimatoprost. Thing goes opposite, when we are comparing Bimatoprost and Travoprost.

Bimatoprost as a replacement therapy, is been prescribed from Latanoprost. While Bimatoprost as an add on therapy, is been prescribed from Timolol.

FINDINGS

FINDINGSEfficacy (% IOP) drop, price and patient

compliance are most usable cluster by the perception of ophthalmologists.

Most of the universe of our research is not aware about the brand.

We must concentrate out mind set for settling down the price of Intaprost to the range of 200-250, because 55 ophthalmologists are not happy with the price of the brand.

Price/drop has been given more weight as compared to the clinical starter pack. And Reduction in price is pushed up 1st rank area.

Numbers of patients are more that would be enhanced by the scheme given to doctors.

The ophthalmologists, who have said that the company’s reputation is one of criterion for prescribing the drug, had ranked INTAS OPTIMA as 5.

FINDINGS

RECOMMENDATIONS

Price reduction is 1st suggestion in order to reach the level of expectations of doctors.

Lack of awareness about the brand is found out as the second reason of collapsing the brand. Thus, the marketing efforts should be placed as scientific communication with medical representative and advertisements by documentation.

RECOMMENDATIONS

The free vial scheme from the company can be heavy factor in the re-positioning of the brand.

Promotional marketing endeavors should be carried out for transforming the mindset of doctors for the company’s reputation because INTAS OPTIMA ranked lower comparing with the other company.

CONCLUSION Price reduction as per expectations of

ophthalmologists

The scientific communication with ophthalmologists

Advertisement through commercial documents

Strategies for raising the reputation of company

Gifts schemes

REFERENCE URLS:

http://www.eyequestions.com/glaucoma.htm http://www.ijo.in/article.asp?issn=0301-

4738;year=1985;volume=33;issue=1;spage=15;epage=17;aulast=Mehta#top

http://amardeepeye.com/general-04.htm http://investing.businessweek.com/research/stocks/

private/snapshot.asp?privcapId=140965 http://www.naukri.com/gpw/intaspharma/index.htm http://corp.naukri.com/mynaukri/mn_newsmartsearch.php?

xz=7_0_5&qc=1762&tem=intaspharma

BOOKS: Kotler Philip, “Marketing Management”, Kindersley Pvt. Ltd., Pearson

Education, New Delhi, 2007, 12th Edition. Kothari C R., “Reasearch Methodology – Methods and Techniques”, Wishwa

Prakashan, 2nd Edition.

THANKYOUUU!!