INTRODUCTION

AZITHROMYCIN MARKET

IPCA LABORATORIES

AZIBACT

COMPETITOR PROFILING

PRIMARY RESEARCH

FLOW OF PRESENTATION

Antimicrobial

Substance that kills or inhibits the growth of microorganisms.

TYPE OF ACTION: Bacteriostatic (Azithromycin) Bactericidal

CLASSIFICATION Sulphonamides Quinolones B- Lactum antibiotics Tetracycline Macrolide Aminoglycoside Nitro imidazole Azole derivatives

Anti- infective Market in India Anti-infective pharmaceuticals market in India is the

largest contributor to domestic pharmaceutical sales, contributing around 18%.

Indian Pharma market growing at 15%.

Total Indian Pharma Market: around 60,000 crs

Anti-infective Market: 10955 crs

Companies majorly into anti-infective market:Ranbaxy Laboratories GSK

Alkem Aristo

Macleods IPCA

Hetero Cipla

Introduction: Macrolides An antimicrobial with an antimicrobial spectrum

against Gram +ve, -ve and atypical pathogens.

Erythromycin 1st macrolide antibiotic used for URTI and SSTI. Drawbacks limited the use of erythromycin- frequent GI intolerance and a short serum half-life.

In 1992 US FDA approved two macrolide agents, CLARITHROMYCIN and AZITHROMYCIN for clinical use.

CLARITHROMYCIN and AZITHROMYCIN are semi-synthetic derivatives of erythromycin.

Azithromycin Introduction

Azithromycin Azithromycin is referred to as an azalide.

Azithromycin is more acid stable, has a longer serum half life, tissue penetration and greater activity against Gram –ve organism compared to erthromycin.

Mechanism of Action Inhibits protein synthesis by binding

reversibly to 50s ribosomal subunit of microorganism.

Antimicrobial Spectrum Gram positive microorganism: S. aures, S.

pneumoniae Gram negative microorganism: H. influenza Atypical microorganism: Mycoplasma

pneumoniae

Azithromycin Indication and Dosage in Children

Age Indication 1 Day Regimen 3 Day Regimen 5 Day Regimen

From 6 months and above

Acute otitis media

30mg/ kg single dose

10 mg/kg once daily

Day 1: 10mg/kg single doseDay 2-5: 5mg/ kg single dose

Sinusitis -- 10mg/ kg once daily

--

CAP -- 10mg/ kg once daily

Day 1: 10mg/kg single doseDay 2-5: 5mg/ kg single dose

SSTI -- 10mg/ kg once daily

Day 1: 10mg/kg single doseDay 2-5: 5mg/ kg single dose

From 2 yrs. and above

Pharyngitis/ Tonsilitis

-- -- 12mg/ kg once daily

Azithromycin Market Total market: 457.14 crs

Growth Rate: 7.5%

Total Brands available in Market: 363 brands

Top 5 Brands contribute to a total of: 222.92 crs(48.74%) BRAND COMPANY NAME Sum of MAT

Value Sep 11Sum of MAT VAL GR Sep 11

AZITHRAL ALEMBIC LTD 105.7913 10.1

AZEE CIPLA LTD. 47.19294 21.4

ZATHRIN FDC LTD. 25.62083 4.5

AZIBACT

IPCA LABORATORIES PVT LTD. 22.59324 22.6

ATMINDOCO REMEDIES LTD 21.72182 8.4

Ipca is a therapy leader in India for anti-malarial with a market-share of over 34% with a fast expanding presence in the international market as well.

Ranked no: 12

Market Share: 1.33%

Pharma is Ipca's flagship division handling the largest number of brands. It focuses on multi-specialty areas like pain, cardiovascular, gastro-intestinal, anti-infective and cough. This division hosts many multi-crore brands and enjoys leadership in the pain segment.

Solvin (Phenylephrine + Bromhexine), Azibact (Azithromycin), Vinicor (Metoprolol), Zerodol(Aceclofenac) are some of the leading brands.

DIVISIONS

1. 3 c-cardiovascular and ant diabetic2. 3 d-lipid management3. Activa- orthopedics'4. Altus-oral and injectable antibiotics5. Bionova-dermatology6. Dynamix- CVs, GI, antibacterial, respiratory and pain

management7. Hycare-all major molecules of cvd8. Innova-neuropsychiatry9. Intima- antimalarial10.Pain management11.Pharma- pain, cardiovascular, gastro-intestinal, anti-

infective and cough12.Uro sciences- BPH, overactive bladder and calculi

Azibact Sales

Chart Title

200920102011

171940587.3

AZIBACT 100 mg/ 5ml SALE

152366003.5

89035664.189035664.1

GROWTH RATE: 12.85%

Chart Title

200920102011

237878410.1

107560175.1

203011082.4

AZIBACT 200 mg/ 5ml SALE

GROWTH RATE: 17.18%

MAT Sept 2011

Azibact FormulationAzibact 250

Azibact 500

Azibact Suspension 100

Azibact Suspension 200

Azibact LR Readymix

Azibact 500 SI

Azibact 2g SR

STRENGTHS

Unique LOCK and KEY taste masking technology: Special RESINS.

Micronisation Technology: Advanced JET MILL MICRONISER.

Packed in internationally approved light resistant pack: TITANIUM DIOXIDE.

Better compliance: Double- sided spoon for accurate dosing.

WEAKNESS

Side effects Bacteria developing

resistance to Azithromycin .

Can not be prescribed for infants below 6 months.

OPPORTUNITIES

Brand Extension: Combination with Cefixime.

THREATS

Substitution at chemist level. Azee and Azithral established

brands. Pratham is quickly

establishing in doctor’s mind.

Azibact

AzibactPOSITIONING IN PEDIATRICIAN

INDICATION: In Tonsillitis, Pharyngitis and Otitis media.

SIGN OFF LINE: Fast to act…… Rest assured THE MOST PALATABLE AZITHROMYCIN

FLAVOR: Mango

AZIBACT SKU PACKAGING FORMULATION PRICE (Rs.)

100 mg/ 5ml 15ml SUSPENSION 28

200 mg/ 5ml 15ml SUSPENSION 39

KID 100 mg TAB 3 TABLET 18

100 mg/ 5ml 30ml READYMIX 55

200 mg/ 5 ml 30ml READYMIX 80

Azibact

PROMOTIONAL ACTIVITY

MANGO DAY ACTIVITY: in the Month of MAY

FUN ACTIVITYSoft toysPencil and rubber setsColors (designed by Disney Club covering)

CHILDREN DAY SPECIAL: Clinic decor Mango shape and flavor cake Gifts for children: Mask,

Caps,etc

COMPETITOR PROFILING

Competitor Profiling

BRANDS MARKET SHARE MAT SEPT 2011

GROWTH RATE MAT SEPT 2011

AZITHRAL 23.1 10.1

AZEE 10.32 21.4

ZATHRIN 5.6 4.5

AZIBACT 4.9 22.6ATM 4.7 8.4

AZIWOK 4.4 -16.7

LAZ 2.7 -0.4

ZADY 2.2 -2.9

MACROTOR 0.5 24.2

MAXITHRAL 0.11 15.0

Competitor Profiling

BRANDS PACK FORMULATION

AZIBACT AZEE LAZ MAXITHRAL

MACROTOR

100 mg/ 5ml

15ml SUSPENSION

28 -- 21.90 -- 25

200 mg/ 5ml

15ml SUSPENSION

39 -- 29.90 50 35

KID 100 mg TAB

3 TABLET 18 15 10.80 25 --

100 mg/ 5ml

30ml READYMIX

55 21 -- -- --

200 mg/ 5 ml

30ml READYMIX

80 31 -- -- --

PRICE (Rs.)

POSITIONING IN PEDIATRICIAN

INDICATION: In Pharyngotonsillitis and Acute Otitis Media

SIGN OFF LINE: Aimed to Cure

FLAVOUR: Orange

PACKAGING :Double sided spoon.

MAXITHRAL SKU FORMULATION PACKAGING PRICE (Rs.)

200 mg/ 5ml SUSPENSION 15ml 50

100 mg DT TABLET 3 tab 25

Maxithral

PROMOTIONAL ACTIVITY

MASCOT: WISEOWL

ARPAN: AlleRgy Protection and AwarNessStory Books for children Drawing BooksCrayon Colors

GERM PROTECTION CAMPAIGNSanitizersHand washWipes

MONSOON MONTH Orange Color umbrella is distributed to doctors

Maxithral

POSITIONING IN PEDIATRICIANS

India’s most preferred macrolide Back to ACTION in Just 3 Days

SIGN OFF LINE: It works, where it matters the most.

The 3-Day 3-Dose Antibiotic

FLAVOR: MintAZEE SKU FORMULATION PACK PRICE (Rs.)

100 mg/5ml REDIUSE 15ml 21

200 mg/ 5ml REDIUSE 15 ml 31

100 mg DT TABLET 3 tab 15

Azee

Laz

POSITIONING IN PEDIATRICIANS

INDICATION: In Routine RTIs

SIGN OFF LINE: With 3C Advantage

FLAVOUR: Mint

LAZ SKU FORMULATION PACKAGING PRICE (Rs.)

100 mg/ 5ml SUSPENSION 15ml 21.90

200 mg/ 5ml SUSPENSION 15ml 29.90

100 DT TABLET 3 10.80

Macrotor

POSITIONING IN PEDIATRICIANS

INDICATION: In Acute Bronchitis

PUNCH LINE: Prescribe wonder of 3 MERITS The SHORT CUT to treat infection

3 MERITS: Wonder of packing: PET BottlesSorbitolPineapple Flavor

FLAVOR: PINEAPPLE

MACROTOR SKU FORMULATION PACK PRICE (Rs.)

100 mg/ 5ml SUSPENSION 15 ml 25

200 mg/ 5ml SUSPENSION 15 ml 35

Macrotor

PROMOTIONAL ACTIVITY

ELITE CAMPAIGNStationary setsSpoons

MACROTOR ECHO ACTIVITY: Alphabets Chart Colours and Shapes

Chart

Primary Research

Primary Research- Chemist

Objective To analyze the Azibact prescriptions out of

the total azithromycin molecule prescriptions at chemist level.

Method: Sample and Data Collection A Sample size of 20 chemist were surveyed

across Western-Central Zone in Mumbai (Borivali, Santacruz, Mulund And Worli) On 24, 25 and 26TH Feb 2012.

Survey Instrument Questionnaire: Open-ended questions.

Primary Research- ChemistQUESTIONS FINDINGS

What are the various Azithromycin brands available in your store?

Availability is good.

Which brands of Azithromycin are prescribed regularly by Doctor?

Azee, Azithral, Zathrin, Azibact.

Which specialty of doctors prescribe azithromycin?

GP, Paediatricians,Dermatologist (250/500mg).

What are the different strengths of azithromycin available in your store?

100/200 Suspension250/500 Tablet500mg Injection

Which SKU of azithromycin molecule has a large sale?

500 mg tablet200mg/5ml suspension

How many azithromycin molecule prescriptions are received per week?

10-15 bottle/ week

Prescription of azibact / week received

5-6 Bottles/ week ( 100 and 200 mg put together)

Scheme provided by different companies

Azee: 4+1, Zathrin, Azithral: 5+1Azibact: 9+1

Primary Research- Stockist Objective

To understand the trend of Azithromycin molecule in the market.

Method: Sample and Data Collection A Sample size of 2 Stockist (A.B. Pharma,

Borivali and D. Jamnadas, Malad )were surveyed on 25th Feb 2012

Survey Instrument Questionnaire: Open-ended questions.

Primary Research- StockistQUESTIONS FINDINGS

Which are the different Azithromycin brands available in the stock?

Azifast, Zady, ATM, Z1, Azro, Azibact

Which Azithromycin brand has a larger demand/ sale in the market?

Zady (Mankind)

Which are the various SKU’s of Azithromycin available in the stock?

100/200 susp/ redimix , 250/500 tab, 500mg injection

Which Azithromycin SKU has a larger demand in the market?

200 suspension500 mg tablet

What are the total units or bottles of Azithromycin available in the stock?

4000 bottle/ month

What are the schemes provided by different companies?

Azibact: 9+1 Zady: 5+1

ATM: 7+1 Azro: 5+1

How much is the sale of Azibact suspension / month in the market?

Azibact 200 suspension: 400 BottlesAzibact 100 suspension: 250 Bottles

Primary Research- Doctor Objective

To understand the indication in which doctor prescribe azithromycin, brands prescribed and effective way of registering the brand name in doctor’s mind.

Method: Sample and Data Collection A Sample size of 10 Doctor’s ( 3 MBBS and 7 MD

DCH) were surveyed in Mumbai on 24 and 25 Feb 2012.

Survey Instrument Questionnaire: Open-ended questions.

Primary Research- DoctorQUESTIONS FINDINGS

Doctor do you prescribe azithromycin molecule in children?

YES: 8NO: 2

Doctor in which indication do you prescribe azithromycin?

URTI : 9 Atypical Infection: 3 Otitis media: 2 Typhoid: 2 Pneumonia: 1 Acne( only Adults): 1

Doctor, Brands that come to your mind when you think of prescribing azithromycin molecule?

Azee, Azithral, Zathrin, Aziwok, ATM, Azibact are established in Doctor’s mind

QUESTIONS FINDINGS

Doctor , how do you recollect the above mention brands?

Brand name related to the molecule is recollected fast e.g. AZI___

While prescribing a Doctor looks for Good company involved in production

Syrup form Better coverage (Antimicrobial-

effect) Palatable (pratham) Dispersible tablets Small particle-size. MEDICAL REPRESENTATIVE

Doctor, what are the major concern while prescribing azithromycin in children?

Taste Diarrhoea

Primary Research- Doctor

Reference

Essentials of Pharmacology :K D Tripathi

www.ipcalabs.com

http://www.icra.in/Files/ticker/Indian%20Pharma%20ind.pdf.

MAT SEPT 2011

MAT June 2011

www.wikipedia.com