Marketing Plan of Atorvastatin

Prepared by
Sharif Tanvir
B.Pharm, M.Pharm, PGDMM
E-mail: [email protected]
 Letter of acknowledgment

First of all we would like to thank the almighty because of successful completion of this work.
We would like to thank our honorable Chairman for arranging opportunity for us. We would like
to thank Dr.XXX,Managing Director at XXX Company for giving us this opportunity to
complete this training in his organization. We would like to thank specially Mr. XXX for
guiding us with the details to work on this marketing plan and gain a real life experience. We
also thank Manager, PMD Mr. XXXX for giving his valuable time & cooperation &support in
preparing this marketing Plan. We also thank all our colleagues who inspired us & helped us to
build confidence and put us in a comprehensive marketing plan of Atorvastatin with great
excellence. We lastly would like to express my appreciation to our company and we are
eventually grateful to the company and its excellence that works for developing people with
competent as to reach its quality products everywhere in the country for better healthcare of the
nation.
Executive Summary

XXXXX Pharmaceuticals is fast growing pharmaceutical company & manufacturing

life saving medicine for last 5 years. We have achieved high level of confidence of
our product quality both from Doctors & patients. We have almost all primary care
products in market & we have very good doctor coverage throughout the country.

Now with a vision of increasing our business as well as more concentration in

prescription front, we want to enter into chronic care market.

Atorvastatin is old but tested & trusted molecule that’s way doctor can keep on faith
atrovastatin easily. The market size of atorvastatin 200 cor approximately with positive
growth during last 4 year. Atorvastatin one of the most salesing in lipid lowering agent.

Initially we will start Atorvastatin promotion in all Cardiac Hospital, Cardiac units of all
oig hospitals, Diabetic center & clinics in Dhaka city & to all potential target doctors in
district level.
As our resources are limited, we have selected a team of 30 promoters nationwide & a
Chronic care-team in Dhaka city. We will provide adequate sample, ppm & gifts for
selective doctors. We will also arrange regular CME & Unit programs & try to get
a good Rx share from our target doctors.

As per our strategic plan, our sales objective & profit margin following sales objective:

Year 1st Year 2nd Year 3rd Year 4th Year 5th Year
Sales Value
2707 3654 4751 5701 6841
(TK+000)
Profit Value
2499 3388 4405 5239 6225
(TK+000)
Medical environment
Disease analysis:
An epidemiological shift in the prevalence of dyslipidemia in developing countries as
compared to developed countries has been observed. Studies from India and Bangladesh
have shown upward trend in the prevalence of dyslipidemia. Dyslipidemia plays a crucial
role in the development of cardiovascular diseases, which has become the leading cause of
death in most developed countries as well as in developing countries, including Bangladesh.
The prevalence pattern of dyslipidemia in developing countries is different from that in the
developed countries. In Bangladesh, a small but very populous and typical developing
country, our clinical experience indicates that prevalence of dyslipidemia has increased at a
rapid rate among urban dwellers over the last few years.3 Various factors might have
contributed to this rising trend,4 and among others; consequences of rapid industrialization,
such as change in life style pattern, work habit, diet and stress increased population and
shrinking employment have been implicated.
The current industrialization rate in Bangladesh is 35% as compared to 5% in the 1950s.
With growing industralization, socio-developmental changes have taken place over last 40-
50 years. Dramatic changes in life style from traditional to modern have lead to physical
inactivity due to technological advances. Rising affluence has modified the dietary pattern
characterized by increased consumption of diets rich in fat, sugar and calories.

Cardiovascular disease prevalence and prescription patterns at a tertiary level hospital

in Bangladesh

Different medical conditions among the cardiac disorder patients

Referance: Journal of Applied Pharmaceutical Science 02 (03); 2012: 80-84

 Different medical conditions among the cardiac disorder patients
47.05
50
45
40 28.05
35 23.78 23.78
30 21.55
25 15.6 12.47
20
15
10
5 Percentages %
0

Lipid level disorder is most common medical conditions among the cardiac disorder patients
in NICVD
% of frequently prescribed drugs in NICVD
Name of Drug Class % of Use
Antiatherogenic 97.67
Lipid lowering agents 95.35
Antianginal 79.07
Beta-blockers 51.16
ACE inhibitors 30.23
Aiuretics 37.21
Anxiolytics 81.4
Second highest frequently prescribing drug class are Lipid lowering agents
Referance: Journal of Applied Pharmaceutical Science 02 (03); 2012: 80-84

3 Market Environment
i. Overview:
The pharmaceutical industry in Bangladesh is one of the most developed technology
sectors within Bangladesh. This sector provides 97% of the total medicinal requirement
of the local market. There are 199 functional Allopathic Drug Manufacturers.
Pharmaceutical companies are expanding their business with the aim to expand the local
market as well as export market. Local pharmaceuticals market is very compatative cause
all of are pharma company in bangladesh inculding top to bottom they are just running
for posative growth & they also concern their product wise sales growth.
i) XXXXX is new in the chronic care sector and most of the Doctors in this group are
habituated with selective establish brands
 ii) Company is serving for more than 5 years but people are not known to our product
quality & standards.
iii) Customers are mostly dependent on their first brand & they are not interested to
switch a different brand

i) Market size & Share

Category Value Share Growth Rank
BD Pharma Market 141,828,350,733 100.00 21.47
STATINS (HMG-COA RED) 2,691,234,013 1.90 24.16
ATORVASTATIN 1,973,324,903 1.39 17.44 25

Share of Statins in BD Market share of Atorvastatin

2,691,23Pharma Market
4,013
717,909,1
BD Pharma 10 ATORVASTATIN
Market
1,973,324, OTHER STATINS
903
1,41,82,8 STATINS
3,50,733 (HMG-COA
RED)

Sales Growth of Atorvastatin (2016-2013)

ATORVASTATIN Growth

Year 2016 17.44

14.86
Year 2015
Year 2014 7.97

Year 2013 10.93

 Sales Growth of Atorvastatin (2016-2013)

ATORVASTATIN Value
Year 2016 1,97,33,24,903
Year 2015 1,68,03,06,847
Year 2014 1,46,29,70,480
Year 2013 1,35,50,26,430

Leading brands & market share:

SI Brand Competitor Value Sale Market Growth (%)
(crore taka) Share (%)
01 Atova Beximco 56.66 28.65 24.11
02 Tiginor Incepta 20.20 10.26 10.93
03 Anzitor Square 12.34 5.00 6.60
04 Avas Opsonin 13.87 7.42 12.37
05 Atasin ACI 9.14 4.89 42.71
06 Atorvastatin XXXXX 0.31 0.17 5.21

4. Situation Analysis:
Climate PEST Analysis
i) Political
Dyslipidemia is highly prevalent in the urban and rural areas of Bangladesh . Different
Govt & Non Govt organizations are routinely awaking people about prevention &
management of Dyslipidemia & its complication. So people are more conscious in life
style & food habit change as well as visiting consultants to get better treatment facilities
which creating market of Lipid lowering agents.

ii)Economical
As a developing country, people in Bangladesh are suffering for sufficient Lipid lowering
agents within low price. Most drugs are need to take life long & it cost large amount
every month. So Atorvastatin is a good choice for primary hypertension for all classes of
patient & it is affordable for all.

iii)Social:
Major portion of Dyslipidemia patients are suffering from hypertension & Diabetics. In
poor socioeconomic condition Dyslipidemia patients need better treatment option with
 economic price. Considering efficacy & benefits Atorvastatin may be one of the best
choice.
iv)Technological
XXXXX pharmaceuticals is manufacturing all products under proper guidance of
cGMP standards. We have all facilities to ensure Atorvastatin quality in all aspects
including formulation, QA & accelerated stability

Company SWOT
Strength: Weakness:

• Five years experience selling • New in prescription market

primary care products • Do not have trained FFs for
• High Product quality prescription generation
• Large selling team • No brand awareness
• Root level coverage • No loyal prescriber

Opportunities Threats
• Large & growing Pharma market. • Get entry in prescription market
• Increasing health awareness. • Develop people to handle Rx
• Developing economy market
• Expanding healthcare infrastructure • Build relatiop with KOLs
• Expanding private sect • Create brand image

5. Product Profile:
Therapy with lipid-altering agents should be only one component of multiple risk factor
intervention in individuals at significantly increased risk for atherosclerotic vascular disease
due to hypercholesterolemia. Drug therapy is recommended as an adjunct to diet when the
response to a diet restricted in saturated fat and cholesterol and other nonpharmacologic
measures alone has been inadequate. In patients with CHD or multiple risk factors for CHD,
Atorvastatin can be started simultaneously with diet.

Prevention Of Cardiovascular Disease

In adult patients without clinically evident coronary heart disease, but with multiple risk
factors for coronary heart disease such as age, smoking, hypertension, low HDL-C, or a
family history of early coronary heart disease, ATORVASTATIN is indicated to:
Reduce the risk of myocardial infarction
Reduce the risk of stroke
Reduce the risk for revascularization procedures and angina
In patients with type 2 diabetes, and without clinically evident coronary heart disease, but
with multiple risk factors for coronary heart disease such as retinopathy, albuminuria,
smoking, or hypertension, ATORVASTATIN is indicated to:
Reduce the risk of myocardial infarction
Reduce the risk of stroke

In patients with clinically evident coronary heart disease, ATORVASTATIN is

indicated to:
Reduce the risk of non-fatal myocardial infarction
Reduce the risk of fatal and non-fatal stroke
Reduce the risk for revascularization procedures
Reduce the risk of hospitalization for CHF
Reduce the risk of angina

Current alternative therapy in Dyslipidemia

HMG-CoA reductase inhibitors (statins: lovastatin, pravastatin, fluvastatin, simvastatin,
atorvastatin, rosuvastatin, pitavastatin)
Fibric acid derivatives (gemfibrozil, fenofibrate, fenofibric acid)
As per latest AACE, AHA & BHS guideline, HMG-CoA reductase inhibitors (statins) are
first line choice of Drugs.

SWOT Analysis of Atorvastatin

Strength: Weakness:
• Time tested Lipid lowering agents • Lacks hepatoselectivity
• Clinical documentation • Poor HDL increase
• Scientific backup • Interferes Clopidogrel activation
• Global presence • No study on plaque reduction
• Affordable price

Opportunity: Threats:
• Growing Market • Imergence of new generation with
• Product still growing hepatoselctivity
• Wide acceptance by medical • Current studies favoring
profession Rosuvastatin
• Product goodwill • Fixed dose combinations
• Aggressive promotion for new gen
products
Competitive Company SWOT:
Strength: Weakness:
• Company and brand image • Attaching due care in huge
• Product availability product portfolio
• Regular promotion • Conflicting product positioning
• Loyalty drives with new molecules
• Scientific collaboration
• Sponsorships(Local & Intenational)
• Social events

Opportunity Threats:
• Market still growing • Competitors thrust on new gen.
• Increasing awareness statins
• Doctors’ confidence • Too many competitors
• Extensive availability • Studies favouring new statins
• KOL’s switch to new statins

6. Market Segmentation
Atorvastatin is targeted in Hypertension assoicate with dyslipidemia & In patients with type 2
diabetes we need to focus among following cardiovascular, Diabetologist & medicine segments.

Cardiologist: The main prescriber of Atorvastatin is cardiologists. atorvastatin is started for

most hypertensive patients assoicate with Dyslipidemia as initial therapy. Most Cardiologist are
concern efficacy & price.

Diabetologist: in patients with type 2 diabetes suffering by dislipidimia and hypertension in that
case daibetologist prescribe atorvastatin drug as line therapy.

Medicine: All Medicine specialist have greater scope for prescribing Atorvastatin. Patients with
high lipid profile first think to visit a medicine specialist & most cases atorvastatin is preferred
as Lipid lowering agent

GP: All GP in urban & rural area are frequently prescribe atorvastatin as a first line drug due to
time tested efficacy , safety & economic price. As we have large no of MPO in rural area we
may promote Atorvastatin to all potential GP.
Age group:
Patient all over the country:
7. Product Positioning:
Atorvastatin first line choice of drug for Hyperlipidemia, Cholesterolemia, hypercholesterolemia,
mixed dyslipidemia prescribe by mainly cardiologist, diabetologist & medicine specialist in
medical college & hospital, private clinic, diabetic inistituted across the country.

5 Ps of Atorvastatin
Product: Atorvastatin, marketed under the trade name Atorvastatin among others,is a member
of the drug class known as statins, which are used primarily as a lipid-lowering agent and for
prevention of events associated with cardiovascular disease. Like all statins, atorvastatin works
by inhibiting HMG-CoA reductase, an enzyme found in liver tissue that plays a key role in
production of cholesterol in the body.
Price: Atorvastatin among other HMG-CoA reductase is more economic & Atorvastatin price
is lower than leading brands. Patients will get quality Amlodipine with reduced price & this
economic benefits to be promoted. Price is competitive and affordable
Place: Atorvastatin major prescription share in Cardiology, Diabetologist, Medicine & GP
market. We will promote this medicine in major cardiac institution in urban area, Hospital,
Clinic, Diabetic Center & THC for Medicine Consultants & GP in rural area. The product will be
distributed widely through a network of distribution system
Promotion: Although Atorvastatin has a big market, it is in slow growing due its different New
molecule. But Atorvastatin need to promote as a late entry in market & it needs to make
available the product. Most target doctors will be provided with gift, sample & PPM.
People: Atorvastatin will be promoted by selective people who will be trained up routinly.
Selective general MPO will cover throughout the country & a Chronic care team of 10 people
will work exclusively for cardiac & diabetic segment in Dhaka city. They will be supported with
sufficient promotional materials & services

Key facts
• Established molecule(Atorvastatin)
• Expanding cardiovascular market
• Saturated market
• Giant competitors
• Extensive coverage
• Huge investments by competitors
• Inroad of safer and more cardioprotective agents
• Guidelines recommendations favouring rosuvastatin
 8. Strategic Goal setting

Target Market:
• All exclusive cardiovascular institute like NICVD, NHF, Ibrahim Cardiac, Labaid
Cardiac etc.
• Cardiovascular & Medicine units of BSMMU, all Govt /Non-Govt medical college
hospitals & private hospitals & clinic

Select Doctors
• Cardiologists
• Medicine Specialists
• Diabetologists
• Potential GPs
• Potential DMF/RMP
• To select at least 10 loyal prescribers of Atorvastatin for each CCA
• To select at least 5 loyal prescribers of Atorvastatin for each MPO
 Analyze Rx target

Sales
No Total Rx/
Doctor Call/Month Rx/Month/doctor objective per
Doctor Month
Month
Cardiologist 2 8 20 40 20 box
Diabetologist 1 8 30 30 15 Box
Medicine 1 8 10 10 5 box
GP 1 8 10 10 5 box
Total Rx 90 Rx 45 box
Total MPO 40 MPO 1800 box
TP Sale Value 585000 TK

Set Sales Target

Year 1 Year 2 Year 3 Year 4 Year 5 Total

Name of Pack
TP Value Value Value Value Value Value
Product Siz Quantity Quantity Quantity Quantity Quantity Quantity
(Lac) (Lac) (Lac) (Lac) (Lac) (Cor)
Atorvastatin
30's 225.6 12000 27.07 16200 36.54 21060 47.51 25272 57.01 30326.4 68.41 104858 6.84
10
Atorvastatin
20's 270.6 9000 24.35 12150 32.87 15795 42.74 18954 51.28 22744.8 61.54 78643.8 6.15
20
Total 21000 51.42 28350 69.41 36855 90.3 44226 108 50859.9 130 183502 13

Strategic Promotion
Marketing strategy:

Goal: To make Atorvastatin as one of the leading brand through prescription within 3
years

Action to be taken:

• Selection of target doctor as per core market segment

• Setting call plan
At least 2 calls per week & 8 calls per month for each key prescribers
• Generating Rx as per daily target
• Making the product available in major chemist shop
• Arranging monthly Rx day
 FAB Analysis

Feature Advantage Benefit

Long Half Life i) Require once daily dosage Patients will be risk free
ii) Less change of dosage missing
iii) Low cost
Atorvastatin is a HMG CoA Atorvastatin reduces the level of Atorvastatin increasing the treatment
reductase inhibitor Bad cholesterol success rate
Atorvastatin reduces levels of "bad"Atorvastatin maintain the right balance Atorvastatin minimize the risk of life
cholesterol (LDL) increases levels of threatening diseases like-stroke
of "good" cholesterol (HDL) fat and lipid
Atorvastatin has single dosing Atorvastatin has high patient Atorvastatin is convenient for the
schedule compliance patient
Atorvastatin generally well Atorvastatin can be given with other Atorvastatin helps the patients to
tolerated therapies lead a normal life
Promotional Mix:
1. Direct promotion through Sample, Literature, Showcard, Pad, Pen,
Gift items, others
2. Arranging regular CME
3. Offering professional development related services
4. Participation in Society program
Promotion Calendar For 1st Year

1st 2nd 3rd 4th 5th 6th 7th 8th Salmple PPM Gift Total Month
visit visit visit visit visit visit visit visit Cost Cost Cost Cost/MPO/Month

JAN Sample R Gift Pad R Sample Gift S.card 6.56 26 100 132.56
FEB Sample Gift S.card Sample Pen R S.card Gift 6.56 7 125 138.56
MAR Sample S.card Gift Pad R Sample Gift S.card 6.56 30 100 136.56
APR Gift Sample Pad R Gift Pen R Sample 6.56 23 125 154.56
MAY Sample Lit R Pen Pad Sample Gift R 6.56 23 50 79.56
JUN Pen Sample Gift R Sample S.card R Pen 6.56 3.5 75 85.06
JUL Sample Lit R Pad Pen Gift Sample R 6.56 29 50 85.56
AUG Pad Pen Sample R S.card Pen Sample Lit 6.56 33 50 89.56
SEP Sample Pen R Pad R Sample Gift Sample 9.84 23 75 107.84
OCT Gift R Sample Lit Pen R Sample Pen 6.56 7 50 63.56
NOV Sample Lit Gift Pad R Sample Pen R 6.56 30 75 111.56
DEC Sample Pen R Gift Sample Pad R Pen 6.56 23 100 129.56
Grand Total Promotional Cost Per MPO/Year 82 257.5 975 1314.5
Grand Total Promotional Cost for 40 MPO/Year 3280 10300 39000 52580
 1. To ensure 1 Rx from each target doctor daily
2. To make the product available in almost chemist shop near coverage Doctor area &
make available to other area in coordination with general MPO
3. After one 3 months of this project, a unit wise product target will given to each
promoter
4. Atorvastatin should create a market share of approx within 6 months

Promotional Expense Budget:

Year 1 Year 2 Year 3 Year 4 Year 5 Total 5 Year

Sample Cost 35000 45500 59150 76895 99963 316508
PPM Cost 60000 78000 101400 131820 171366 542586
Gift Cost 200000 260000 338000 439400 571220 1808620
Total 295000 383500 498550 648115 842549 2667714

Revenues Analysis

Year 1 Year 2 Year 3 Year 4 Year 5

Sales on TP 5142600 6942510 9025263 10830316 12996379
COG Value 562920 759942 987925 1185510 1422611
Gross Margin 4579680 6182568 8037338 9644806 11573767
Marketing expenses 280000 364000 473200 615160 799708
Fixed admin, sell& distr cost
1799910 2429879 3158842 3790610 4548733
@35%
Net Profit 2499770 3388690 4405296 5239036 6225327
 Conclusion:
XXXXX Pharmaceuticals is fast growing pharmaceutical company & manufacturing
life saving medicine for last 5 years. We have achieved high level of confidence of
our product quality both from Doctors & patients. We have almost all primary care
products in market & we have very good doctor coverage throughout the country.

Now with a vision of increasing our business as well as more concentration in

prescription front, we want to enter into chronic care market.
Considering the present situation, cardiovascular & diabetic diseases are most common in
chronic care segment & prevalence of these diseases increasing.' day by day.
Dyslipidemia is the major problem in CVD & market of antihypertensive drugs is
Increasing every year.
There are many lipid lowering drugs available in market but some drugs are time
tested & most frequently prescribed by Doctors especially Cardiologist, Diabetologist
Medicine specialist & General Physicians. "
Atorvastatin is one of the pioneer & leading lipid lowering drug widely prescribed
as first line choice. In spite of newer molecule available in market, but atorvastatin is well
tolerated & economic treatment option for our patients & safe for long term use.

Atorvastatin is old but tested & trusted molecule that’s way doctor can keep on faith
atrovastatin easily. The market size of atorvastatin 200 cor approximately with positive
growth during last 4 year. Atorvastatin one of the most salesing in lipid lowering agent, If
we can introduce this drug in our local market with proper promotional support we can
take a market share as well as sales volume.

Concedering all this advantage we have selected Atorvastatin, brand of Atorvastatin to

promote & make it as one of the leading antihypertensive drug in the market.

Initially we will start Atorvastatin promotion in all Cardiac Hospital, Cardiac units of all
oig hospitals, Diabetic center & clinics in Dhaka city & to all potential target doctors in
district level.
As our resources are limited, we have selected a team of 30 promoters nationwide & a
Chronic care-team in Dhaka city. We will provide adequate sample, ppm & gifts
for selective doctors. We will also arrange regular CME & Unit programs & try to get
a good Rx share from our target doctors.

As per our strategic plan we have set following sales objective:

Year 1 Year 2 Year 3 Year 4 Year 5 Total

Name of Pack
TP Value Value Value Value Value Value
Product Siz Quantity Quantity Quantity Quantity Quantity Quantity
(Lac) (Lac) (Lac) (Lac) (Lac) (Cor)
Atorvastatin
30's 225.6 12000 27.07 16200 36.54 21060 47.51 25272 57.01 30326.4 68.41 104858 6.84
10
Atorvastatin
20's 270.6 9000 24.35 12150 32.87 15795 42.74 18954 51.28 22744.8 61.54 78643.8 6.15
20
Promotional budget 295000 383500 498550 648115 842549 2667714