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.
Top Related