SITAGLU(sitagliptin)(HISTORY, AND A BRIEF STATISTICAL OVERVIEW IN MARKET)

Under Kind Supervision of Sir Amin AnwarAsif Ali 141016Asim Hussain 141088Umar Malik 141010

Source of Information

A courtesy by:

Sitaglu(sitagliptin)

HISTORY AND GENERAL OVERVIEW

• FDA approved molecule• Oral Antidiabetic Agent• With less Adverse events• Safer & More Effective molecule than conventional therapies• Research brand “Januvia” by MSD• MSD launched Januvia in Pakistan in Dec 2010 at Rs-85/=• 1st me-too Launched by Hilton Pharma in Pakistan in April

2011.• Price At the time of launch Rs-32.85/=

Market Share of DPP4 inhibitor

INSULLIN35%

SU31%

METFORMIN14%

DPP414%

TZD6%

TOTAL

INSULLIN SU METFORMIN DPP4 TZD

NEEDHistory of Diabetes:• Diabetes is one of the first diseases described with an Egyptian manuscript from 1500 BCE

 mentioning• In medieval Persia, Avicenna (980–1037) provided a detailed account on diabetes mellitus in 

The Canon of Medicine, "describing the abnormal appetite and the collapse of sexual functions," and he documented the sweet taste of diabetic urine.

NEED

WANT

DEMAND

Diagnosis of Diabetes

All anti Diabetic therapiese.g., Insulin, SUs, Bigunides, DPP-4 Inh, TZDs, etc.

Recommendation of the therapy which is best suitable to the diabetic patient.

Marketing Strategy

“Societal Marketing”

Societal Marketing Based Product

Diabetes education

Societal Marketing Based Product

Continuing Medical Education Programs

MARKETING MIX• Efficacy of the product:

MARKETING MIX• Economical Brand than competitors:

MARKETING MIXPlace and Promotion

MARKETING ENVIORNMENT

HILTON PHARMA:

All higher management ensured the effectiveness of the strategies and policies to make SITGLU no.1 brand of the market.

MARKETING ENVIORNMENTDistributers:One of the major reasons for “Sitaglu” success is its strong nation-wide distribution network; which ensures uninterrupted availability of Hilton Pharma products in all parts of the country.

MARKETING ENVIORNMENTCUSTOMERS:In total there are 1.3 million priscriptions of DPP-4 Inh.

SITAGLU 380TREVIA 288TAGIP 175SITA 170INOSITA 142

BRANDS PRISCRIPTIONS

COMPITITION

COMPITITION

INDIRECT COMPITATORS

DIRECT COMPITATORS

TREVIATAGIPSITAINOSITA

AMARYLGETRYLDAONILDIMICRON

SWOT ANALYSISLatest researchGood oral anti diabetic agentLess chances of side effects as compared to competitorsEconomical brandAcceptance of HILTONFDA approved molecule1st me-too launched in marketEndorsement of importance by authentic bodies

STRE

NGTS

SWOT ANALYSISSuitability issues in chronic patientsPrice difference with indirect competitorsNew research factor

WEE

KNES

SES

SWOT ANALYSISLatest researchEstablishment of moleculeLess side effects1st me-too in marketSpace in family physician’s chamber

OPPE

RTUN

ITY

SWOT ANALYSISEconomy crisisLifestyle of patientsPrognosis of disease to worseningUp coming latest researchCompetitors

THRE

ATS

SEGMENTATION

SEGMENTATIONDIABTOLOGY

PEADSONCOLOGY

UROLOGY

GYNECOLOGY HEPATOLOGY

PHYSICIANSNEPHROLOGY

Market Segments

Diabatology

Physicians

Cardiology

GP Gynecology Nephrology

Oncology

Peads Derma Surgery

BRAND POSITIONING• Sitaglu is truly once daily dpp4 inh with glucose dependent action, can be prescribed alone or in combination of another Antidiabetic agent for additive advantages.