OLISET 20
BRAND PLAN
ATUL PRAJAPATI
PHM-17-19
Executive Summary
Brand Name - OLISET
Molecule - OLMESARTAN
Tablet – 20 mg tablet
Brand vision – To be brand leader by 2030
Brand Mission – To be a 20 Crs brand by 2022
Brand objective in 2018-19 – 12 Crs
Target Doctors – Cardio, Diabeto, CP and GP’s
Total market for OLMESARTAN is Rs 261.16 Cr
Market growth – 17% growth
Brand Strategy – To convert the prescriber of competitor brand to
Oliset as it completely and rapidly hydrolyzed to the active acid form
Projected marketing expenses - 50 Lakhs
Gross Profit Net of Marketing Expenses – 1.5 Cr
Disease & Market definition
1. Relaxing blood vessels : A long-term medical
condition in which the blood pressure in
the arteries is persistently elevated
2 Diabetic nephropathy :There is gradual loss
of kidney function over a period of months or years.
Diagnosis is generally by blood tests to measure
the glomerular filtration rate and urine tests to
measure albumin
3 Congestive heart failure
Epidemiology
Trigger factors:
1.Age- Most of the studies have included population above the age of 18 years or older
who is affecting from this disease.
2. Dietary Factors-Too high in salt consumption, as well as calories,
saturated and trans fat and sugar, carries an additional risk of high
blood pressure
3. Smoking/Alcohol- May trigger the high blood pressure
4. Working condtion
OLMESARTAN Profile
1. Indication:
• High blood pressure
• Risk of stroke/ heart failure
• Kidney failure
• Stroke
Mechanism of high blood pressure
Severe decrease blood flow to brain
Cerebral hypoxia
Vasomotor centre stimulated – causes powerful
vasoconstriction
( INCREASE SYMPATHETIC DISCHARGE –
Norepinephrine)
Increase blood pressure & blood flow
Mechanism of Action- Angiotensin II
receptor antagonist
Block the activation of angiotensin II
AT1 receptors
Directly causes vasodilation
Reduces secretion of vasopressin, and
reduces production and secretion
of aldosterone
Combined effect reduces blood pressure
Dosage and Administration
Indication Dose (mg) Duration
HIGH BLOOD 20 OD
PRESSURE
HIGH BLOOD 40 OD
PRESSURE
RENAL IMPAIRMENT 20 OD
HEPATIC IMPAIRMENT 20 OD
Olmesartan Profile
Side effect:
• Dizziness
• Headache
• Abdominal pain
• Dyspepsia
• Diarrhoea
Precautions:
• Efficacy and safety in pediatric patents and in pregnant
women and nursing mother have not been established
SWOT Analysis
STRENGTHS AND OPPORTUNITIES
WEAKNESSES AND THREATS
• Management of HBP is great • Increase the pack size form 10
• Effective mono therapy to 15 per strip
• Company with well trained • Combinations can be made
workforce • High market value
• Can’t be given in pregnancy & • More competitors
Lactating females
• Diffetrent molecules for
• In paediatric patients is not
approved(use only in above 12 yr indications
age)
Contraindication and Administration and side effects
• Not used in Pregnancy-fetal malformations for pregnant
women
• For treatment with olmesartan include biliary obstruction
• May decrease glomerular filtration w/ NSAIDs which can
cause acute renal failure
Market analysis
4/11/2018 12
Competitive Analysis
1) In Terms of Molecules / All ARB’s:
• Biological half-life
ARB is its biological half-life
Olmesartan 14-16hrs
Irbesartan 11-13 hrs
Azilsartan 11 hrs
Fimasartan 7-11 hrs
Valsartan 6 hrs
Market Opportunity
Olmesartan market is a 261.16 Crs market and is
growing at 17% .
AWACS Aug17
Competitive Analysis
MAT MAT
Unit MAT MAT
UNIT UNIT Val Gth
SKU COMPANY PACK MRP PTS Gth VAL VAL
AUG AUG (%)
(%) AUG 16 AUG 17
16 17
OLMEZEST 40 MG TABLET 10 SUN PHARMA 10 158 101.57 1894 2071 9 21.97 24.86 13
OLMEZEST 20 MG TABLET 10 SUN PHARMA 10 90 57.86 3178 3451 9 20.85 23.61 13
OLMESAR 20 MG TABLET 10 MACLEODS 10 95 61.07 2660 2942 11 17.65 20.95 19
OLMESAR 40 MG TABLET 10 MACLEODS 10 163 104.79 1345 1546 15 15.31 18.73 22
OLMAT 40 MG TABLET 10 MICRO 10 155.32 99.85 548 806 47 6.79 10.23 51
OLMAT 20 MG TABLET 10 MICRO 10 87.89 56.5 1179 1490 26 7.71 10.15 32
ERIS LIFE
OLISET 20 MG TABLET 10 SCIENCES PVT 10 79.86 51.34 1447 1543 7 7.95 9.12 15
OLMY 20 MG TABLET 10 ZYDUS CADILA 10 106.2 68.27 1011 1054 4 8.26 8.66 5
OLVANCE 40 MG TABLET 10 RANBAXY 10 163 104.79 627 693 10 7.84 8.59 10
PINOM 20 MG TABLET 15 LUPIN LTD 15 122 78.43 882 943 7 7.49 8.42 12
OLKEM 40 MG TABLET 15 ALKEM 15 245 157.5 141 436 208 2.40 7.94 230
OLVANCE 20 MG TABLET 10 RANBAXY 10 96.5 62.04 965 1073 11 7.15 7.87 10
OLMIN 40 MG TABLET 10 ERIS LIFE 10 158 101.57 1894 2071 9
AWACS
21.97
24.86
Aug17
13
TOTAL 27363 30364 17 221.51 261.16 23
BRAND STRATEGY
4/11/2018 16
Brand Name
OLISET 20
Olmesartan medoxomil 20 mg Tabs
Brand Pack
OLISET 20
Olmesartan medoxomil 20 mg Tabs
MRP – Rs 80/strip of 10 tablets
10 Tablets
Brand USP
OLISET 20
Olmesartan medoxomil 20 mg Tabs
The ester prodrug, completely and rapidly hydrolyzed to the active acid form
Vision and Mission
To be a brand leader in the Olmesartan
Vision market by 2030
Mission To achieve 15 Cr by 2021
Objectives for The Year 20181-19
• To be perceived as a Effective Therapy for
Qualitative the treatment of Hypertension
Quantitative • To achieve 12Crs in the year 2018-19
Indications Focus
Hypertension: High Blood Pressure
Renal impairment :
SEGMENTATION
Among many Prescribes of Olmesartan following criteria
Are applied for the selection of DRs segment
1. Specialty- Cardiologist, Dibetologist, Consulting
physician, GP’s
2. Geographical- Urban/Extra Urban/Rural
4. Existing prescribers of Olmisartan or non-
prescribers
5. Practise- Drs of 30 to 50 yrs or above 50 yrs
6. Patients starting from 18 yr to 60+
Target customers
Cardiology, diabetologist, Consulting physician, GP’s
in Urban and Extra Urban and rural markets who
are existing prescribers of Olmisartan in the age
group of 30 to 50 yrs with and have been practicing
for more than 3yr
POSITIONING
To control High Blood Pressure
To SET it all
Brand Strategy
To convert the prescribers of competitor brands by highlighting the
advantages of it is completely and rapidly hydrolyzed to the active acid
form through various print inputs and CMEs and Doctor group meetings
4/11/2018 26
COMMUNICATION HIGHLIGHTS
• USP of rapidly hydrolyzing to the active acid form
• First line in hypertension
• Longer half-life
• Long duration Action(14 -16 hr)
• Quality Brand at affordable price
• Increases patient compliance
• OD dosing
4/11/2018 27
COMMUNICATION STRATEGY
To communicate the advantages of Oliset to rapidly hydrolyzing to the
active acid through various creative inputs including print, CMEs and
through special campaigns
4/11/2018 28
Central Theme
To set it all with OLISET
Mnemonic
To set it all with OLISET
PAY OFF LINE
All is set with OLISET
BRAND SUPPORT LINE
Oliset which completely and rapidly hydrolyzes
to the active acid form
To control High Blood Pressure
To set it all…
OLISET 20
Olmesartan medoxomil 20 mg Tabs
Controls high blood pressure
Ester prodrug, it is completely and rapidly hydrolyzed to the active acid form
Biological half life of more than 14 hours
OLISET 20
In hypertension
OLISET 20 Completely and rapidly hydrolyzed to the active acid form
Pre – Launch Teasers
Heavy heart beat Happy heart
Its not OK for all things to HIGH…
… something's it should be controled
Pre – Launch Teasers
Endless Love
Its not OK for all things to HIGH…
… something's it should be controled
Prelaunch Awareness Surveys
ABR? Which? why? better if? Cost benefit concept?
Which cases? Competitor perception?
• 5 min paper-less questioner + chemist feedback
Tactics
1) Doctor activity:
- Event: Blood pressure checkup camps
- Education camps
- FDA approved badge (as promotional tool)
- VIP visit ( 3 visit/Month)
2) Field force activity:
- Monthly meeting
- Attractive incentive plan
3) Chemist activity:
- Bonus plan
Promotional Input
Educational
material
Sales Projections
MRP Rs.80/- PTS Rs.51/-
Apr'18 May'18 Jun'18 Jul'18 Aug'18 Sept'18 Oct'18 Nov'18 Dec'18 Jan'19 Feb'19 Mar'19 Total
Units 240000 245000 240000 230000 240000 230000 220000 240000 245000 245000 240000 243000 2858000
Value in Lakhs 84 85.75 84 80.5 84 80.5 77 84 85.75 85.75 84 85.05 1000
% Contn to
annual sales 8.4 8.57 8.4 8.05 8.4 8.05 7.7 8.4 8.57 8.57 8.4 8.5 100
proj.
Promotogram
Apr- Sep’19
Input April May Jun Jul Aug Sep
BP Yes YES YES
CHECKUP
HYPERTEN YES
SION DAY
POSTERS YES YES
Scientific Yes YES
Literature
Pen Yes Yes Yes
Promotional Expenses
Promotional Cost as
% to Sales Projected
Expense calculated
Sampling 675000 3.38
Gift 391300 1.96
Print 1015000 5.08
CMEs/DGMs 1000000 5.00
Meetings 630000 3.15
CRM 680000 3.40
Bonus Schemes 200000 1.00
Incentives 400000 2.00
TOTAL
EXPENSES 49,91,300 24.96
Sales Projected 20000000
Brand P&L
Brand P&L OLISET
Sales Proj. (Rs.) 2.5 Crs
Less Cost Of Goods(COG) 50 L
Gross Margin (Rs.) 2 Cr
Less Advt & Promo (A&P)
(15% of sales) 37.45 Lakh
Less Distribution Expenses
(5% of sales) 12.5 Lakh
Gross Profit Before Tax
(PBT) 1.5 Cr
