Brand Plan 2021

Brand Name: Aciloc RD

Division: Magfam
Author(s): Vikas Rathore
Date: Jan’21

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 Executive Summary
• Ome+Dom is 4th biggest combination in Gastroprokinetic segment (372 Crs & growing by 1%)

• Key prescribers of Ome+Dom are GPs : 62% (GPs 37% + Rural 24%), CPs (11%) Gynec (8%) & Surg (5%)

• Aciloc RD is 155 Crs in AWACS, Grth : -3%, MS is 41.7% & rank is 1 st in Ome+Dom.

• Key prescribers of Aciloc RD are GPs 63% (GPs 37% + Rural 26%), CPs (13%) Gynec (8%) & Surg (5%)

• Brand objective :- To make Aciloc RD 280 Crs brand in AWACS with 50% MS till 2025.
• Core USP :- Benefits of Omeprazole Magnesium, Small size tablet & affordable for patients
• Key challenges :- OD Dose advantage of Omez-D (SR) & market is shifting towards newer PPI combinations

• Key initiative :- To increase the Rxber base through highlighting core USPs to mass no of Drs on regular basis &

to increase brand visibility at Drs & Chemists level.

• Key strategy :- To establish Aciloc RD as most preferred brand for the management of Dyspepsia, Gastritis,

Nausea with decades of trust amongst GP, CP and Surgeon & retailers due to benefits of Omeprazole Magnesium,

small size tablet and economical as compared to other Omeprazole + Domperidone combinations.

• Theme based tactical programs based on USP of Aciloc RD to increase the Rxber base of GP/CP/Surg & increase

retail push by Rx to OTx Switch

• Total target Drs will be 35278 (50+10 +2 Drs/FO) & 56900 retailers through regular brand promotional

campaigns.
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Executive Summary Presentation
Slide

Brand Strategic Choices

Brand Aciloc RD LP & BO LP : Brand Choice & Class Choice

BO : 1. To capture MS from Omez-D to Aciloc RD
Composition Omeprazole Mg. 20mg 2. To increase retail push
+ Domperidone 10mg
Efforts To increase MS% (Share Expansion)
Year of launch 2008
Target Physicians GP/Rural/CP/Surgeon and Chemists
LY Sales & Growth 87.31 Crs (-1% Growth) Patients Segment Patients suffering from APD/Reflux & Co-Rx with AI & Paracetamol
Rank No.1 in AWACS Contested Ome + Dom market & other PPIs + Dom market
Category Brand Share : 41.7% MS (Ome + Dom) & 4.7% MS in PPI + Pro. Market
Brand’s Strength: GP/Rural, Equity of Aciloc, Mg. advantage, Economy
Brand’s access: Widespread availability at retail level
Key Performance Indicator 2020 Consumer/Customer Engagement: Brand Campaigns
Value Growth Build/Maintain/ Build : Ome + Dom market is 372 Crs (41.7% MS in Ome + Dom market
Harvest & 4.7% in total PPIs + Prokinetik market (Market : 3328 Crs)
Brand Sale 155 Crs -3%
Portfolio Strategy Aciloc is for Hyperacidity & Aciloc RD is for Reflux.
Market 41.7% Aciloc RD is 1st priority brand of the division (26% sales contribution)
Share and highly profitable brand (GC : 84.71%).
Rx Share 28% PPG Consumer Insights : I always feel irritation due to Acid Reflux.
Rank 1 It’s a painful burden, hamper my happiness. I need freedom from it.
SMP :- Freedom from Acidity, anytime, anywhere
PPG : Important events of daily work stucked due to Acid Reflux
FTEs Same as last year (569 Fos) covering 1.42 Lacs Drs
Financials 2020
A&P More : : Increase promotion to more no. of retailers (LY : 28500 to
Value Growth 56900) 50/FO to 100/FO and 35278 Drs (62/FO)
Sales 90.91 Crs 4% Reason : To achieve incremental objective of 2021, we have to
increase promotion to more No. of Drs & retailers
Direct Selling Cost
Gross Margins High Profit (GC : 84.71%)
A&P
EBIT

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 Presentation

Brand Dashboard: Slide

Brand Name : Aciloc RD Brand Highlights

Molecule (Generic Name) : Omeprazole 20mg + •No. 1 brand in category (Ome+Dom Market)
Domperidone 10mg
•Advantage of Omeprazole Magnesium (Can be taken
Target Mkt : PPI + Domperidone before & after food)
Year of Launch : 2008 •Economical & cost effective PPI + Prokinetic
combination
Formulation/ Presentations Tablets
•Small tablet size offers better patient compliance
SKUs : One (Tablet)
• 2nd biggest brand of the division (26% sales Cont.)
Key Indication(s) : APD / GERD
Sales Trend (Cr)
Molecule CAGR : 3%
Brand Growth (3 Yr CAGR): 4%
Market Growth (3 Yr CAGR): 6% 180 CAGR: 5% 160 155
160 145 145
126
Key Competition (Sales Value) Company 140

120
Omez D – 147 Crs DRL 100

80
Ranidom NF – 19 Crs Mankind
60

Gaspaz – 11 Crs BE 40

20
Ocid-D – 6 Crs Zydus 0
MAT VAL DEC MAT VAL DEC MAT VAL DEC MAT VAL DEC MAT VAL DEC
16 17 18 19 20

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 Presentation

Brand Dashboard: Slide

Brand Objective to 2025 : To make Aciloc RD > Rs. 280 Crs brand by 2025 with 50% MS in Ome+Dom Market
CAGR
Objectives 2017 2018 2019 2020 %Gr 2021 %Gr 2022 %Gr 2023 % Gr 2024 % Gr 2025 % Gr
( 2017- 19)
Market Size (Total
Anti-Ulcerant 6452 6826 7367 7% 7776 6 8185 5 8594 5 9003 5 9412 5 9821 4
Market)
Market Size
(PPI/H2RA + 2661 2872 3116 8% 3328 7 3539 6 3751 6 3963 6 4174 5 4386 5
Prokinetic)
Market Size
(Ome+Dom 342.8 331.3 367.2 3% 372.2 1 409 10 446.7 9 483.9 8 521.1 8 558.3 7
market)
Brand Sales (Val Rs 144.9 144.6 160.2 5% 155.1 -3 180.0 16 204.9 14 229.7 12 254.6 11 279.5 10
Cr)

% Val Market Share 42.3 43.6 43.6 41.7 44.0 45.9 47.5 48.9 50.0
(Ome+ Dom)

% Val Market Share 5.4 5.0 5.1 4.7 5.1 5.5 5.8 6.1 6.4
(PPI + Prokinetic)
% Rx share 31 28 29 27 32 37 41 46 50
Value Rank 1 1 1 1 1 1 1 1 1
CAGR
Key Competitors 2017 2018 2019 2020 %Gr 2021 %Gr 2022 %Gr 2023 % Gr 2024 % Gr 2025 % Gr
( 2017- 19)
OMEZ D 103.7 109.9 126.7 11% 146.9 16 165.0 12 183.06 11 201.13 10 219.19 9 237.26 8
RANIDOM NF 19.5 18.5 19.2 -1% 18.5 -4 17.9 -3 17.35 -3 16.76 -3 16.16 -4 15.57 -4
GASPAZ 11.5 14.5 14.9 14% 10.7 -28 9.7 -9 8.70 -10 7.70 -12 6.69 -13 5.69 -15
OCID D 6.8 6.2 6.4 -3% 6.3 -2 5.5 -12 4.74 -14 3.98 -16 3.22 -19 2.46 -24

Key Conclusions: Ome+Dom market is 372 Crs growing by 1%. Aciloc RD is at No.1 position with 41.7% MS. Omez-D is
147 Crs brand & growing by 16%. Aciloc RD & Omez-D contributes 80% MS. Except Omez-D, others brands are
degrowing.
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Market & Category Definition
Presentation
Slide

Market Size Market Size : 3328 Crs – Growth : 7% (PPI + Prokinetic Combination)

Classes, Molecules, # of Panto + Dom (450 Brands) Rabe + Dom (390 Brands) Ome + Dom (143 Brands) Esome + Dom (54 Brands)
Players

Top Players [Brands, MS] #1 PAN-D (Alkem) Size (287 Crs) Gr (11%) Market Share (27.4%) In PPI +Prokinetic Mkt : MS% : 8.6%
#2 Pantocid DSR (Sun) Size (172) Gr (11%) Market Share (16.4%) In PPI +Prokinetic Mkt : MS% : 5.2%
#3 Aciloc RD (Cadila) Size (155 Crs) Gr (-3%) Market Share (41.7%) In PPI +Prokinetic Mkt : MS% : 4.7%
#4 Omez-D (DRL) Size (147 Crs) Gr (16%) Market Share (39.5%) In PPI +Prokinetic Mkt : MS% : 4.4%

Market Attractiveness Highly Competitive (Red Ocean) Crowded, Congested

Our Brand Aciloc RD (155 Crs) Growth : -3% & MS (41.7%) in Ome + Dom market. In PPI +Prokinetic Mkt : MS% : 4.7%

Brand’s Strength USP : Benefits of Omeprazole Magnesium, Small size tablet, Strong brand equity of Aciloc

Brand’s Affordability Affordable : Aciloc RD (42.70 Rs/Strip), Leader : Omez-D (169 Rs/Strip of 15) Follower : Ocid-D (151.80/Strip of 10)

Brand’s Availability Widely available at retail level in all geographic locations

Customer Engagements We are leader in the market, 2nd position backed by Omez-DSR, they have Umbrella marketing (Omez & Omez-DSR).
They have high price & specialty promotion.

Competing Capabilities How do we rank ourselves as most completive, moderately competitive or weak? : Highly competitive
How do our close competitors view us ? Market leader, No.1 brand

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Market & Category Definition
Presentation
Slide

Patients universe 25 Crs (Patients suffering from Reflux Disease)*

Physicians Universe 3.44 Lacs (Mainly GPs : 1.24 Lacs, CP : 26K, Gynec : 28k, Surg 13k)

Target Audience # of Patients we are targeting : 25 Crs

# of Physicians we are targeting : 1.42 Lacs Drs (569 Fos X 250 Drs)

Contested Molecules Define which molecules are you competing with : Omeprazole, Pantoprazole & Rabeprazole + Dom. combination

Contested Brands Omez-D (Ome + Dom), Pan-D (Panto+Dom - Alkem) Pantocid DSR (Panto + Dom - Sun) Razo-D (Rabe + Dom – DRL)

Contested Market Brands / Class / Companies / Geographies etc…

Ome+Dom (143 Brands), Major : DRL, Zydus, Torrent : Geography : All India

Brands value proposition Rational Emotional Benefits & Overall value proposition
Rational :- Small Size Tablet, Widely available at retail Level, Benefits of Omeprazole Magnesium
Emotional :- Trusted, time tested, brand equity of Aciloc,
Overall value proposition : Economical for patients, Convenient BID dosage form

Brands USPs Which attribute, features, clinical data, or endorsement give our brand a USP ?
Benefits of Omeprazole Magnesium (Before & after food & faster absorption) Small size tablet, Economical,
widespread availability at retail level

Competing Advantage Summarize : Advantage of Omeprazole Mg, widespread availability, equity of Aciloc, cost effective combination

*https://www.indiatoday.in/lifestyle/wellness/story/acidity-problems-heres-a-new-technique-to-cure-it-stomach-health-gastro-279756-2015-12-31

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 Presentation

Patients’ Journey Map Slide

Home , Chemist, Doctors (GP, Rural, CP, Gastro & other specialties)
Origination

Nausea, Vomiting,
Diagnosis Acidity, Reflux Gastritis, Dyspepsia GERD

Treatment Choice PPIs & its combination

H2RA & its combinations Ayurvedic treatments Home remedies & Antacids

Esomeprazole +
Class choice Ome+Dom Rabe + Dom Panto + Dom Ranitidine + Dom
Dom

Aciloc RD Rablet-D PAN-D Rantac Dom Nexpro RD

Brand Choice Omez-D Razo- D PANTODAC DSR R-Loc-D Sompraz-D

Better patient
Fulfillment Widespread Availability compliance
Immediate Relief

Repeat purchase or OTX

Adherence High/medium
component is also very high

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Decision making to choose right leverage point
A quantitative assessment

Opportunities can be identified from customer journey:

Treatment
Origination Diagnosis 3 drug FDCs Brand Choice Fulfilment Adherence
Choice

>90% 80% >90%

20% 70% 42%
11%

• The lowest bar is the biggest bottleneck : Brand Choice & Class Choice : Several options are
available which includes newer molecules

 GERD affects 20% of population : www.niddk.nih.gov.

 11% is MS of Class Choice in PPI + Prokinetic market, 42% is MS of Brand in Ome+ Dom market
 70% treatment choice is based on Assumption that Drs will prefer PPI or H2RA combinations (Not Ayurvedic medicines)
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Contested category definition
Presentation
Slide

Size of Bubble : 372 Crs_Growth : 1%

# of Brands : 143
#1 Brand : Aciloc RD_MS_41.7%_Gr -3%
Size of Bubble _387 Crs Growth : 13% #2 Brand _Omez-D_MS 39.5%_Gr : 16%
# of Brands : 54
#1 Brand _ Nexpro RD MS_30%_Gr 21% #2
Brand _: Sompraz-D MS_28%_Gr 20% Size of Bubble 1047 Crs_Growth : 10%
# of Brands : 450
Panto + #1 Brand __Pan-D__MS: 27.4%__Gr : 11%
Dom Comb. Ome + Dom #2 Brand : Pantocid DSR_MS_16%_Gr : 11%
450 Brands Com.
Rabe +
Dom ~143 brands Size of Bubble _819 Crs Growth : 5%
Comb. # of Brands : 390
#1 Brand _Razo D_MS 12.2%__Gr _15%
390 #2 Brand _: Cyra-D MS_11.2%_Gr 13%
Brands
Esome
+ Dom Famotidine + Dom
54
Brands Anti-Ulcerent Market combinations

Super specialist Super specialist

Specialist Specialist Specialist
Internal Internal Medicine Internal Medicine Internal Medicine
Medicine
GPs GPs GPs GPs

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Micro Analysis –
Brand Rx trends by customer vs. Key Competitors/market
Rxtions OMEPRA + DOM ACILOC-RD OMEZ-D
SPECIALITY MAT Dec'20 % Sal Growth MAT Dec'20 % Sal Rx% Growth MAT Dec'20 % Sal Rx% Growth
SPR 45280 100 -30 12389 100 27 -34 12864 100 28 -30
GP 16959 37 -31 4523 37 27 -38 4750 37 28 -31
RURAL 11512 25 -19 3231 26 28 -22 3212 25 28 -7
CONS PHY 4731 10 -37 1550 13 33 -42 1473 11 31 -37
GYNAE 3560 8 -31 971 8 27 -14 887 7 25 -55
GEN SURG 2256 5 -29 610 5 27 -32 685 5 30 -36
ENT 1017 2 -23 221 2 22 -34 363 3 36 -21
ORTHO 990 2 -20 146 1 15 -38 349 3 35 -18
CARDIO 829 2 -46 115 1 14 -58 101 1 12 -62
DENTIST 769 2 -56 246 2 32 -43 245 2 32 -8
PAEDIA 673 1 -41 213 2 32 -39 148 1 22 -41
CHEST 476 1 -41 158 1 33 -47 168 1 35 -37
GASTRO 338 1 -26 52 0 15 -66 148 1 44 38
 More than 70% Rx contribution is coming from GPs, Rural & CPs
 Rxs are degrowing due to impact of Lockdown however in Unlockdown period
Rxtion are showing improving trend.
 Rxs contribution of Omez-D is higher in speciality like ENT (22%/36%), Ortho
(15%/35%) Surg (27%/30%) & Gastro (15%/44%) while Aciloc RD Rx Contribution is
high in Gynec,& CPs
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Micro Analysis – Specialty wise Value Contribution
Speciality wise PPI + H2RA + Comb.Mkt
Specialty Drs Universe
Rx Cont.% Size (Crs)
GP - MBBS 31,491 28.7 955.0
GP-NON.MBBS 92,840 14.3 475.9
CONS. PHYSICIAN 26,285 13.5 449.2
GYNECOLOGIST 28,511 6.7 223.0
ORTHOPEDICS 15,079 6.0 199.7
GEN.SURGEON 13,289 6.0 199.7
DENTIST 44,621 5.1 169.7
ENT SPECIALIST 9,546 3.2 106.5
CARDIOLOGIST 8,595 2.8 93.2
GASTROENTEROLOGIST 4,486 2.8 93.2
CHEST SPECIALIST 6,543 2.6 86.5
PEDIATRICIAN 20,311 1.8 59.9
NEPHROLOGIST/UROLOGIST 5,030 1.8 59.9
DIABETOLOGIST/ENDOCRINOLOGIST 4,997 1.8 59.9
NEUROLOGIST/NEURO SURGEON 6,707 0.7 23.3
PSYCHIATRIST 3,478 0.6 20.0
ONCOLOGIST 2,600 0.6 20.0
DERMATOLOGIST 6,850 0.5 16.6
OPHTHALMOLOGIST 13,058 0.4 13.3
Grand Total 344316 100 3327.6

 Total Market (PPI/H2RA + Combination) : 3328 Crs

 80% contribution is from GPs, CPs, Gynecs, Orthos, Surgeons & Dentists
 Magfam presence in 2502 Crs market with >75% of Rxs contribution speciality
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Micro Analysis – Potential Specialties
No. of
Speciality Drs Universe Rxber Base No. of Rxs/Dr Rxbers No. of Rxs Rxs
% (Per Capita) (Universe) Cont.
GASTROENTEROLOGIST 4,486 100.0 71 4486 317609 4
ORTHOPEDICS 15,079 99.0 46 14928 683697 9
GEN.SURGEON 13,289 100.0 41 13289 543506 7
CARDIOLOGIST 8,595 100.0 39 8595 336081 4
GP-NON.MBBS 92,840 98.3 38 91262 3495340 45
CONS. PHYSICIAN 26,285 98.9 36 25996 943662 12
DIABETOLOGIST 4,997 98.8 34 4937 166375 2
GP - MBBS 31,491 99.4 32 31302 1007926 13
ENT SPECIALIST 9,546 98.8 27 9431 250870 3

 Gastros are most potential speciality followed by Orthos & Surgeons

 Magfam covers mass no. of specialities i.e. GPs, CPs, Surg & Orthos

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 Efforts Strength Access
• Increase MS • Strong • Widespread
% (Share reach of availability
Expansion) Magfam at – PAN India
Strategic followed by Bottom of
Market the pyramid
Choices Penetration (GP/Rural).
• Equity of
mother
brand
‘Aciloc’ &
Economy

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Differentiator
• Rational:
• Cost effective : Economical compared to other leading
Value brands – affordable for all
• Emotional :
• Trusted & time-tested PPI + Prokinetic combination

• USPs to target other Ome + Dom brands:

• -Benefits of Magnesium (Before & after food)
• -Correct dose of Domperidone – Lesser side effects
• - Widespread Availability : Easily Accessible
USPs
• USPs to target other PPI + Prokinetic:-
• -Small Size Tablet : Convenient dosage form
• -Economical : Affordable for all patients

• Economy, Trust, Availability, Lesser Cardiac side effect,

Competing
Universal choice for both Veg & Non-veg patients, Can be
Advantage
taken before/after food
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 Presentation
Slide
Brand Marketing Objectives
Brand Vision: To make Aciloc RD > Rs.280 Crs brand by 2025 with 50% MS in Ome+Dom Market &
remain in No. 1 position

2020 2021 Budget 2022 2023 2024 2025

To increase reach &

penetration in
Target all PPI & Its Continue to target PPI &
potential specialities To strengthen
combination by Its combination by
Target Omez-D by like Surgeons, To increase reach &
converting converting
converting Gynecs & Dentist reach & penetration in
GP/CP/Rural Drs by GP/CP/Rural/Drs by
Qualitative Objective GP/CP/Rural Drs by penetration in core specialities
highlighting core USPs highlighting core USPs
highlighting core Digital tie up with Nursing homes, to maintain No.1
of Aciloc RD & enhance of Aciloc RD & enhance
USPs of Aciloc RD online platforms to Trust hospitals position in
OTx campaigns OTx campaigns through
increase reach of covered market
through Chemists Chemists
the brand

Quantitative Sales Crs

9091 10343 11998 14157 16847 20217
(Aciloc RD Group)

Growth 4 14 16 18 19 20

Market Share (CVM) 41.7 44.0 45.9 47.5 48.9 50.0

Rx share (CVM) 28 32 37 41 46 50

Rank (CVM) 1 1 1 1 1 1

YPM 1.33 1.51 1.76 2.07 2.47 2.96

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 Brand Marketing Objectives: 2021
Strategy Tactics Outcome
Sr. Describe Tactical
- Increasing No. Activity Objective: Differentiation Desired Results
penetration: Sales
SKU
Aatma-Nirbhar HQ: 2 (Cr)
To remain as No.1 Hygiene Investment on 10 Box per Dr
1 Drs/FO to be invested
Manager corporate Drs per month
brand in Ome+Dom (1138 Drs – All India) Aciloc RD 103
market by To differentiate
converting To convert Omez-D prescriber Aciloc RD as a time Parameter Value
2 Loyalty on Aciloc RD tested, trusted & 5 Box/Dr/Month
GP/CP/Rural Drs by Campaign Growth 14%
(5690 Drs i.e. 10/FO) affordable brand
than Omez-D %MS
highlighting core (Molecule)
44%
Marketing Objective

USPs of Aciloc RD & To maintain existing base of %MS (TM) 5.1%

target Omez-D Reliable & current prescribers through
3 Dependable brand visibility inputs
Highlight Tab Vs Cap
2 Box/Dr/Month %MS (BTM) 2.2%
counters size (USPs) Rank (CVM) 1
Campaign (28450 Drs i.e. 50/FO)
YPM (Lacs) 1.51
To increase brand visibility of
Useful updates on Exp
Aciloc RD at patient level Increase re- Campaign
Patient Connect through retailers Hyperacidity/reflux purchase & (Lacs)
- Recognition 4 management for
(Rx to OTX) (56900 Chemists i.e. 100/FO) enhance OTx
for FF: patients through Hygiene
14 Lacs patients i.e. Avg. visibility 155.9
chemists Manager
2500/FO)
Quarterly toppers
Loyalty 219
across Zones
To increase No. of Rxtions with Daily Co-Rxs R&D 318
Series of Co-Rx Increase in Rxs of
5 Analgesics & Anti-infective opportunity with Prints 11.55
usage Literature GP/Rural
(28450 Drs i.e. 50/FO) Aciloc RD
Sample 82.53
Rank Series of PSA 50
To differentiate Aciloc RD from
Consolidation Literature & Before & After TOTAL 836.9
Digital Messages competitors by highlighting
To retain perennial
6 Food, Faster
core USP brand recall
2021 on Omeprazole absorption
(34140 Drs i.e. 60/FO)
1 Magnesium to Drs %Expense 8%

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 Brand Marketing Objectives: 2022
Strategy Tactics Outcome
Sr. Describe Tactical
No. Activity Objective: Differentiation Desired Results
SKU Sales (Cr)
- Market
10 Box per
Expansion: Hygiene Aatma-Nirbhar HQ: 3 Drs Investment on
1 Dr per
Target all PPI & Its Manager per FO to be invested corporate Drs Aciloc RD 119.98
month
combination by
converting GP/CP/Rural To differentiate Aciloc
To convert leading PPI + Parameter Value
Drs by highlighting core RD as a time tested,
2 Loyalty Prokinetic prescriber on trusted & affordable 5 box per Dr
USPs of Aciloc RD & Campaign Aciloc RD per month Growth 16%
brand than leading
enhance OTx campaigns (8535 Drs i.e. 15/FO) %MS
brands 46%
through Chemists (Molecule)
Marketing Objective

To maintain existing base of %MS (TM) 5.5%

Reliable & current prescribers through
3 Dependable brand visibility inputs
Highlight Tab Vs Cap 2 %MS (BTM) 2.4%
size (USPs) Box/Dr/Month Rank (CVM) 1
Campaign (28450 Drs i.e. 50/FO)
YPM (Lacs) 1.76
To increase brand visibility of
Useful updates on
Aciloc RD at patient level
Hyperacidity/reflux
Increase re- Campaign Exp (Lacs)
Patient Connect through retailers purchase &
4 management for
(Rx to OTX) (56900 Chemists i.e. 100/FO) enhance OTx Hygiene
- Recognition patients through 233.9
14 Lacs patients i.e. Avg. visibility Manager
chemists
for FF: 2500/FO)
Loyalty 328.6
New product
To increase No. of Rxtions with Daily Co-Rxs R&D 317.6
incentive Series of Co-Rx Increase in Rxs
5 Analgesics & Anti-infective opportunity with Prints 13.9
usage Literature of GP/Rural
(28450 Drs i.e. 50/FO) Aciloc RD
Sample 87.4
Market Series of To differentiate Aciloc RD from PSA 50.0
Pallet release
Expansion Literature & competitors by highlighting To gain share of TOTAL 1031.3
6 technology in tablet SR formulation
Digital Messages core USP
on Aciloc RDSR (34140 Drs i.e. 60/FO) form
2022
2 %Expense 9%

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 Brand Marketing Objectives: 2023
Strategy Tactics Outcome
Sr. Describe Tactical
- Increase Reach No. Activity Objective: Differentiation Desired Results
& Penetration: SKU Sales (Cr)
10 Box per
Target potential 1
Hygiene Aatma-Nirbhar HQ: 4 Drs Investment on
Dr per
Manager per FO to be invested corporate Drs Aciloc RD 141.57
specialities like month
Surgeons, Gynecs & To convert leading PPI + To differentiate Aciloc
Dentists Surge Ahead
Prokinetic prescriber on RD as a time tested,
5 box per Dr
Parameter Value
2 Aciloc RD (Existing + potential trusted & affordable Growth 18%
Campaign per month
Surgeons/Orthos/Gynecs brand than leading
Tie-up with digital (11380 Drs i.e. 20/FO) brands %MS
48%
(Molecule)
platforms to
Marketing Objective

To maintain existing base of %MS (TM) 5.8%

increase reach of Reliable & current prescribers through
Highlight Tab Vs Cap 2 %MS (BTM) 2.6%
3 Dependable brand visibility inputs
the brand Campaign (28450 Drs i.e. 50/FO)
size (USPs) Box/Dr/Month Rank (CVM) 1
YPM (Lacs) 2.07
To increase brand visibility of
Useful updates on
Aciloc RD at patient level
Hyperacidity/reflux
Increase re- Campaign Exp (Lacs)
Patient Connect through retailers purchase &
4 management for
(Rx to OTX) (56900 Chemists i.e. 100/FO) enhance OTx Hygiene
- Recognition patients through 311.8
14 Lacs patients i.e. Avg. visibility Manager
chemists
for FF: 2500/FO)
Loyalty 438.1
Quarterly toppers
To increase No. of Rxtions with Daily Co-Rxs R&D 317.6
across Zones Series of Co-Rx Increase in Rxs
5 Analgesics & Anti-infective opportunity with Prints 16.2
usage Literature of GP/Rural
(28450 Drs i.e. 50/FO) Aciloc RD
Sample 97.1
Customer Series of To differentiate Aciloc RD from PSA 50.0
Pallet release
Expansion Literature & competitors by highlighting To gain share of TOTAL 1230.9
6 technology in tablet SR formulation
Digital Messages core USP
on Aciloc RDSR (34140 Drs i.e. 60/FO) form
2023
3 %Expense 9%

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 Brand Marketing Objectives: 2024
Strategy Tactics Outcome
Sr. Describe Tactical
- Increase Reach No. Activity Objective: Differentiation Desired Results
& Penetration: SKU Sales (Cr)
10 Box per
Target potential 1
Hygiene Aatma-Nirbhar HQ: 5 Drs Investment on
Dr per
Manager per FO to be invested corporate Drs
Hospitals, month Aciloc RD 168.47
Institutions, Trust To convert leading PPI +
hospitals & Nursing Surge Ahead To differentiate Aciloc Parameter Value
Prokinetic prescriber on
Campaign RD as a time tested,
homes Aciloc RD & enter brand in 5 box per Dr Growth 19%
2 + Institutional trusted & affordable
leading hospitals & potential per month
Connect
Nursing homes
brand than leading %MS
Campaign brands 49%
(14225 Drs i.e. 25/FO) (Molecule)
Marketing Objective

%MS (TM) 6.1%

To maintain existing base of %MS (BTM) 2.7%
Reliable & current prescribers through
Highlight Tab Vs Cap 2 Rank (CVM) 1
3 Dependable brand visibility inputs
size (USPs) Box/Dr/Month
Campaign (28450 Drs i.e. 50/FO) YPM (Lacs) 2.47

To increase brand visibility of Campaign Exp (Lacs)

Aciloc RD at patient level Useful updates on Increase re-
Hyperacidity/reflux
- Recognition Patient Connect through retailers purchase & Hygiene
4 management for
(Rx to OTX) (56900 Chemists i.e. 100/FO) enhance OTx Manager
for FF: patients through 389.8
14 Lacs patients i.e. Avg. visibility
chemists Loyalty 547.7
2500/FO)
Quarterly toppers
R&D 317.6
across Zones Bulk orders
from hospitals Prints 16.2
Hospital Connect To enter Aciloc RD in potential Tailor based service as & Nursing Sample 97.1
5 Program Hospital & Nursing home per requirement of homes (10
(569 Hospital i.e.1 per FO) hospital PSA 100.0
Customer Box/Hospital/m
onth) TOTAL 1468.3
Expansion
Series of To differentiate Aciloc RD from
2024 Pallet release
Literature & competitors by highlighting To gain share of
4 6
Digital Messages core USP
technology in tablet SR formulation %Expense 9%
on Aciloc RDSR (39830 Drs i.e. 70/FO) form

www.cadilapharma.com
 Brand Marketing Objectives: 2025
Strategy Tactics Outcome
Sr. Describe Tactical
- Increase Reach No. Activity Objective: Differentiation Desired Results
& Penetration: SKU Sales (Cr)
10 Box per
Target potential 1
Hygiene Aatma-Nirbhar HQ: 6 Drs Investment on
Dr per
Manager per FO to be invested corporate Drs Aciloc RD 168.47
Hospitals, month
Institutions, Trust To convert leading PPI +
hospitals & Nursing Surge Ahead To differentiate Aciloc Parameter Value
Prokinetic prescriber on
Campaign RD as a time tested,
homes Aciloc RD & enter brand in 5 box per Dr Growth 19%
2 + Institutional trusted & affordable
leading hospitals & potential per month
Connect
Nursing homes
brand than leading %MS
Campaign brands 49%
(17070 Drs i.e. 30/FO) (Molecule)
Marketing Objective

%MS (TM) 6.1%

To maintain existing base of %MS (BTM) 2.7%
Reliable & current prescribers through
Highlight Tab Vs Cap 2 Rank (CVM) 1
3 Dependable brand visibility inputs
size (USPs) Box/Dr/Month
Campaign (28450 Drs i.e. 50/FO) YPM (Lacs) 2.47

To increase brand visibility of Campaign Exp (Lacs)

Aciloc RD at patient level Useful updates on Increase re-
Hyperacidity/reflux
- Recognition Patient Connect through retailers purchase & Hygiene
4 management for 467.7
(Rx to OTX) (56900 Chemists i.e. 100/FO) enhance OTx Manager
for FF: patients through
14 Lacs patients i.e. Avg. visibility
chemists Loyalty 657.2
2500/FO)
Quarterly toppers
across Zones R&D 317.6
Bulk orders
from hospitals Prints 23.1
Hospital Connect To enter Aciloc RD in potential Tailor based service as & Nursing
5 Program Hospital & Nursing home per requirement of homes (10 Sample 116.5
(569 Hospital i.e.1 per FO) hospital
Customer Box/Hospital/m PSA 100.0
onth)
Expansion TOTAL 1682.2
Series of To differentiate Aciloc RD from
2025 Pallet release
Literature & competitors by highlighting To gain share of
5 6
Digital Messages core USP
technology in tablet SR formulation %Expense 8%
on Aciloc RDSR (56900 Drs i.e. 100/FO) form

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 Aciloc RD : Strategic intent next 5 years
Positioning: Aciloc RD is the most Reliable & Dependable brand with unique advantage of Omeprazole Magnesium. Its
available in Small Size Tablet, Economical & easily available for patients.
(Introduction of brand mascot for sustained brand recall)
- Increase Reach &
- Increase Reach & Penetration:
Penetration: Target potential Hospitals,
- Market Target potential Institutions, Trust hospitals &
Expansion: specialities like Nursing homes
- Increasing Target all PPI & Its Surgeons, Gynecs &
penetration: combination by
converting GP/CP/Rural
Dentists
+
To remain as No.1 Drs by highlighting core Tie-up with digital
USPs of Aciloc RD & platforms to increase
brand in Ome+Dom 3
market by enhance OTx
campaigns through
reach of the brand Vision 2025:
converting Chemists Customer
To make Aciloc RD > Rs.280
Marketing Objective

GP/CP/Rural Drs by Expansion

highlighting core
USPs of Aciloc RD &
+ Crs brand by 2025 with 50%
MS in Ome+Dom Market &
target Omez-D remain in No. 1 position
counters 2 Increase the reach
+ through brand &
- Recognition Customer
for FF: Expansion
customer expansion
Quarterly toppers 1
across Zones
Increase the reach To reach potential
Market
through brand & specialties & convert
Expansion customer expansion them on our fold

To reach out to
To reach potential To target potential
Rxbers of PPI +
Combination with specialties & convert hospitals & Nursing
Rank
consolidation brand line extension them on our fold homes
2021 2022 2023 2024 2025
1 2 3 4
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 Presentation

Go-to-Market Brand Strategy (1/2) Slide

Target Customers: GP/Rural/CP/Surgeons/Ortho & Chemists

Target Customers GP, Rural, CP, Surgeons, Orthos and Chemists

 Faster action : Relief from Reflux, Gastritis, Dyspepsia and Nausea

Their Key Needs  Better compliance, affordable & easily available for patients

Primary Competitor Omez D, Pan-D and Razo-D

Their Key Product Differentials Omez D has domperidone 30mg SR + Omeprazole 20mg which offers better patient
compliance due to convenient OD dose

Our Brand key Differentials Cost effective combination, ease of administration with small size tablet

What other "added value" Benefits of Omeprazole Magnesium (Can be taken before & after food) – Food is
not impacting bioavailability of drug
strategies could help you
develop differentiation Trusted & time tested brand from more than a decade

Umbrella marketing of Omez with Omez-D, promoting in Reflux, Dyspepsia with

What is competition doing Nausea (DSR – Delivers Sure Relief) Mr. Chintamani (Night watchman) campaign

Our Brand Vision To make Aciloc RD No.1 brand in PPI+Prokinetics market

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 Presentation

Go-to-Market Brand Strategy (2/2) Slide

Target Specialist – GP / Rural / CP / Gen Sur and Chemists

Customers:
Go-to-Market To establish Aciloc RD as most preferred brand for the
Strategy: management of Dyspepsia, Gastritis, Nausea with decades of trust
amongst GP, CP, Surgeon & Chemists due to its small size tablet
and economical as compared to other Omeprazole + Domperidone
combinations supported by:
Increase digital activities & online CMEs for Drs & Chemists
Initiate Co-Rx series with Paracetamol & Antibiotics
Consolidating current prescribers through mass campaign &
increase Rxber base through loyalty program and increase retail
push through Chemist meet
Benefits of Omeprazole Magnesium – To increase prescription &
prescribers base
Field force initiatives to support & motivate them through creative
inputs & rewards
Activity implementation on 13 states to reach at No.1 position in
AWACS www.cadilapharma.com
Marketing Mix Strategies Presentation
Slide

Marketing Mix Element Marketing Mix Strategy

• Establish that all PPIs are almost same (Series of References)
Medical Communication • Benefits of Omeprazole Magnesium (Before & After food)
• Chemist Meets on NAB (Morning Aciloc RD & evening Aciloc 300)
• Ideal for Co-Rx with Paracetamol & Anti-infectives
Marketing Communication • Cost effective combination (3 times less price burden on patients)
• Convenient for patients (Tab Vs Capsule)
• Create the platform in partnership with 34140 Drs (60 Drs/FO) for
Doctor Engagement the proper & periodic engagement with them.
• Protective theme based in-clinic inputs (Protection from Acid Reflux)

Increase the brand equity • Establishing USPs of Aciloc RD. Aciloc RD is the Correct Choice
amongst GP/Rural, Phy and through Loyalty Campaign on 5690 Drs (10 Drs/FO)
Surgeons
• In-clinic brand promotion & brand visibility on 28500 Drs (50
To consolidate our equity Drs/FO) through Reliable & Dependable Campaign
amongst GP cluster
• First brand to be detailed to all MCR doctors
• To provide series of literatures on USP of brand so that field force
People connect can easily differentiate Aciloc RD from competitors
• Digital Platform : WhatsApp Message, Online Chemist Meet/CMEs,
Online Certification Courses.

• Aciloc RD is the most Reliable & Dependable brand with unique

advantage of Omeprazole Magnesium. Its available in Small Size
Positioning Tablet, Economical & easily available for patients.
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 Presentation

Key communication Slide

Benefits Aciloc RD Omez-D

Contains Omeprazole Magnesium hence Contains plain Omeprazole hence should be

Convenient can be taken before or after food taken before food only

Dosage Small Size Tablet hence convenient for all Gelatin capsule hence some patient may
Form patients hesitate due to Non-Veg. source

Economy Rs. 4.27/Tab hence affordable for all Rs. 11/Cap hence not affordable for all
patients patients

Safety 10mg Domperidone provides relief from 30mg Domperidone may cause Cardiac
Nausea & Vomiting Arrhythmia & not safe for Cardiac patients

Availability Easily accessible for patients Available at selected Chemist shop

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Key Tactical Programs by Cycle Presentation
Slide

Marketing Mix Strategy: Intensive brand promotion of Aciloc RD to improve the prescriber base/prescription share from key specialties &
retailers in the management of APD by highlighting patient Benefits of Omeprazole Magnesium, convenient small size tablet in an affordable
price which provides faster symptomatic relief.
Sr. Describe
Objective: Benefit to customer Differentiation Desired Results Lead and Lag KPI’s
No. Tactical Activity
Lead: Increase in internal sales
New Samples To highlight small size Summarize USP of Increase in
1 Better visibility Lag-Increase in Rx
Pack tablet of Aciloc brand Rxtions
share in SMSRC
Cost effective drug Lead: Increase in internal sales
Series of Co-Rx Manage total Rx value Increase in
2 To increase No. of Rxtion with Anti-infectives Lag-Increase in Rx
Literature in budget of patients Rxtions
& NSAIDs share in SMSRC
• Patients will Aciloc RD is trusted & •
To increase brand visibility Increase re- Lead: Increase in internal
Patient Connect continue to take time tested brand for
3 of Aciloc RD at patient purchase & push sales.
(Rx to OTX) Aciloc RD in reflux the management of
level through retailers the stock Lag-Increase in MS% in AWACS
cases Reflux & Dyspepsia
Increase in
To increase POB of Aciloc Increase in POB drive through secondary sales Lead: Increase in Primary. Lag-
4 Stockist Connect
RD at retail level secondary sales stockist boys leads to primary Increase MS% in AWACS
sales
Engaging the To differentiate Aciloc
Lead: Increase in internal
customer through RD as a time tested,
Loyalty To strengthen prescriber Increase in No. sales , No. of campaign Drs
5 theme based in- trusted & affordable
Campaign base of BL & RP converted. Lag-Increase in Rx
clinic utility items on brand amongst
share in SMSRC
regular basis competitors
To establish that Aciloc RD Customers will
Customers will
Reliable & is the best therapeutic get which he Lead: Increase in internal
receive series of in- Benefits of Aciloc RD
6 Dependable option to protect the required the sales. Lag-Increase in Rx share
clinic inputs on over competitors
Campaign patients from Acid most in current in SMSRC
regular basis
Refluxes situation
Series of Series of Literatures
Lead: Increase in internal
Literature & highlighting that Before & After Food, Better patient
7 To convert Omez-D Rxbers Rxbers. Lag-Increase in Rx
Digital Messages Aciloc RD is superior Faster absorption compliance
share in SMSRC
on Magnesium than other brands

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 Presentation
Slide

BRAND Promotional Spend Trend & Planning

2021
ROI
Customer FF/ ABM Total Unit cost Frequenc Samples Total ROI/ BOX/ Total
Campaign Frequenc
per FO Count Reach Rs. y Per Dr. Cost Rs.L BOX/Dr VALUE ROI
y

Aatmanirbhar - Hygiene Manager 2 569 1138 13700 1 155.91 10 687 12 938.2

Reliable & Dependable Campaign 50 569 28450 102 11 317.64 2 687 12 4690.8
Loyalty Campaign 10 569 5690 385 10 219.07 10 687 12 4690.8

PSA 1 569 500 10000 1 50.00 10 275 12 165.0

Samples 85 569 48365 2 12 3 82.53 0 1075 12 0.0

Omeprazole Mg. Lit. 50 569 28450 6 7 11.55 0 687 12 0.0
62 35278 836.70 10319.8

31 www.cadilapharma.com
 Presentation

Key Tactical Programs by Cycle Slide

Doctors
Expected Total
No. of
Campaign ROI/Customer/Month ROI/FO/Month
Customers/FO
(Box) (Box)
Hygiene Manager - Aatma-Nirbhar 2 10 20
Reliable & Dependable Campaign 50 2 100
Loyalty Campaign 10 5 50
New Year/Festival Inputs 50 1 50
Total Drs 112 18 220
Pharmacy
Expected Total
No. of
Campaign ROI/Customer/Month ROI/FO/Month
Customers/FO
(Box) (Box)
Connect2Bharat Activity (1/FO/Qtr) 15 1 15
Rx to Otx Campaign 100 1 100
Stockist Boy Activity 10 3 30
Total Pharmacist 125 5 450
Grand Total 237 23 670

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Brand Profit contribution statement Presentation
Slide

2021 Budget & till 2025 E

Particular 2021 2022 2023 2024 2025
Aciloc RD (Val. In Crs) 103.4 120.0 141.6 168.5 202.2
Gross Profit (GC -84.71%) 87.62 101.64 119.92 142.71 171.26
Sales & Marketing Exp. 8.38 10.31 12.31 14.69 16.82
Net Profit 79.24 91.32 107.61 128.03 154.44
Promo Plan (Value in Lacs)
Samples 83 87.4 97.1 97.1 116.5
Print 12 13.9 16.2 16.2 23.1
Gift 537 646.2 755.8 865.4 974.8
Activity 156 233.9 311.8 389.8 467.7
PSA 50 50 50 100 100
% to sales 8 9 9 9 8

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 Presentation

Summary Slide

• Aciloc RD is currently 155 Cr brand in AWACS with 41.7% MS in a market of 372 Crs

• Aciloc-RD is the most focused brand for the division in the therapy space & 1 st priority brand to

detail all specialities

• Major Rxbers are GPs, Rural, Consultant Physicians & Surgeons (80% Rxs share of Aciloc RD)

• GP, Rural, Surgeon & CP will be core specialties to be focused in 2021

• Statement of Confidence : By 2025 Aciloc RD will achieve 50% MS and post sales of >280 Crs in

AWACS & 6.4% MS in total PPI + Prokinetic market

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Back Up Slides

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 BRAND Internal Performance – 2020
PRODUCTS PKG. JAN-DEC`20
BUD-Q BUD-V ACH-Q ACH-V % YPM-Q YPM-V GTH
ACILOC RD 30X10 T 1512688 10343.25 1277786 9090.83 88 187 1.33 4

Average sales : 7.58 Crs per month

ZONE JAN-DEC`20 GAP
NAME BUD-Q BUD-V ACH-Q ACH-V % Ach % Cont. YPM GTH TGT-V  % Cont :- Kolkata & Siliguri
KOLKATA 272396 1862.6 281872 1999.8 107 22 839 21 137.2
ALLAHABAD 53964 369.0 51692 369.3 100 4 144 56 0.3
zones contributes 33% of
JAIPUR 25429 173.9 24221 171.0 98 2 106 24 -2.9 sales
SILIGURI 145900 997.6 136006 969.0 97 11 630 18 -28.6
LUCKNOW 38842 265.6 35947 252.9 95 3 111 45 -12.7  % Ach. :- 2 Zones are
CHANDIGARH 29102 199.0 24596 176.1 89 2 114 46 -22.9
GUJARAT 46912 320.8 37961 271.9 85 3 122 4 -48.9 above 100% & 3 zones are
PURNEA 35008 239.4 27976 198.6 83 2 123 13 -40.8 above 95%
RAIPUR 32958 225.4 26278 184.2 82 2 100 6 -41.2
BANGALORE 77191 527.8 60461 430.2 82 5 194 9 -97.6  Gap :- Major gap is from 8
PUNE 123106 841.8 92769 666.8 79 7 242 -5 -175.0
PATNA 105300 720.0 79318 559.5 78 6 213 -13 -160.5 Zones (12 Crs) Orissa,
INDORE 77530 530.1 57445 409.4 77 5 184 -10 -120.7 Pune, Mumbai, Patna,
RANCHI 84200 575.7 60320 432.2 75 5 173 -11 -143.6 Ranchi, Bhopal, Indore &
AMBALA 41317 282.5 29321 209.4 74 2 102 23 -73.1
CHENNAI 44890 306.9 31577 226.5 74 2 120 -8 -80.5
Guwahati.
COCHIN 30552 208.9 21342 152.7 73 2 148 -9 -56.2
GHAZIABAD 37300 255.0 26078 184.6 72 2 68 -10 -70.5  Growth :- 12 Zones are on
DELHI 45080 308.2 29359 210.7 68 2 117 14 -97.5 positive growth & 12
GAUHATI 46509 318.0 30359 217.3 68 2 115 -18 -100.8
BHOPAL 57076 390.3 37256 262.1 67 3 119 -18 -128.2 zones are degrowing
MUMBAI 70048 479.0 44446 315.3 66 3 132 -8 -163.7
ORISSA 55884 382.1 23329 165.6 43 2 122 -45 -216.5
HYDERABAD 19841 135.7 7846 55.9 41 1 44 -40 -79.7
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BRAND Internal Performance - 2019
Monthly Sales Trend
Monthly Sales Trend
1200
968 927
1000 915 922 905 903 925 882
727.583333333 836 795 854
800 333 894 908
807 745 713
752 686 734 719 744
600 690
603 607
400

200

0
Avg. Jan-20 Feb-20 Mar-20 Apr-20 May-20 Jun-20 Jul-20 Aug-20 Sep-20 Oct-20 Nov-20 Dec-20
2019

ACH'19 Budget ACH'20

Internal Prescribers (BL + RP) Avg. Rxbers : 21131 Drs (37 Drs per FO)
No. of Rxbers (BL+RP)
30000 27154
26985
25298
25000

20000 19160
16482
15000
11706
10000

5000

0
Jul-20 Aug-20 Sep-20 Oct-20 Nov-20 Dec-20
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 Macro Analysis
Macro Analysis –PESTED+ - Current Situation
1. Political: Regulatory challenge for one molecule with one brand name which may impact
Aciloc RD
2. Economic: Inclination towards Healthcare spend has also increased therefore awareness
for the therapy/treatment has increased. Aciloc RD is most cost effective PPI + Prokinetic
available at patient friendly price
3. Social: Change in life style increase the incidence of APD. Aciloc RD has the highest availability
index, there is a influence from retailors and family friend
4. Technological: Technological innovation of Once a day compliance or pallet base IR/DR/SR will
play a vital role
5. Environmental: Seasonal impact due to Co-Rxs with AI & AA specially in monsoon.
6. Demographic: Small tablet size offers patient compliance from pediatric to geriatric
Summary of Current Situation: Looking into current situation the combination of PPI + DOM
is well accepted and showing growth and expected to grow in future.

Projected Situation (2021-2025)

There are regulatory challenge in future for Aciloc RD as a brand name and some technological innovation of
OD compliance will play a vital role. New molecule & combination will increase in future in PPI market

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 Micro Analysis –
Market & Key Competitor Product Sales
CAGR
Objectives 2017 2018 2019 2020 %Gr 2021 %Gr 2022 %Gr 2023 % Gr 2024 % Gr 2025 % Gr
( 2017- 19)
Market Size (Total
Anti-Ulcerant 6452 6826 7367 7% 7776 6 8185 5 8594 5 9003 5 9412 5 9821 4
Market)
Market Size
(PPI/H2RA + 2661 2872 3116 8% 3328 7 3539 6 3751 6 3963 6 4174 5 4386 5
Prokinetic)
Market Size
(Ome+Dom 342.8 331.3 367.2 3% 372.2 1 409 10 446.7 9 483.9 8 521.1 8 558.3 7
market)
Brand Sales (Val Rs 144.9 144.6 160.2 5% 155.1 -3 180.0 16 204.9 14 229.7 12 254.6 11 279.4 10
Cr)

% Val Market Share 42.3 43.6 43.6 41.7 44.0 45.9 47.5 48.9 50.0
(Ome+ Dom)

% Val Market Share 5.4 5.0 5.1 4.7 5.1 5.5 5.8 6.1 6.4
(PPI + Prokinetic)
% Rx share 31 28 29 28 32 37 41 46 50
Value Rank 1 1 1 1 1 1 1 1 1
CAGR
Key Competitors 2017 2018 2019 2020 %Gr 2021 %Gr 2022 %Gr 2023 % Gr 2024 % Gr 2025 % Gr
( 2017- 19)
OMEZ D 103.7 109.9 126.7 11% 146.9 16 165.0 12 183.06 11 201.13 10 219.19 9 237.26 8
RANIDOM NF 19.5 18.5 19.2 -1% 18.5 -4 17.9 -3 17.35 -3 16.76 -3 16.16 -4 15.57 -4
GASPAZ 11.5 14.5 14.9 14% 10.7 -28 9.7 -9 8.70 -10 7.70 -12 6.69 -13 5.69 -15
OCID D 6.8 6.2 6.4 -3% 6.3 -2 5.5 -12 4.74 -14 3.98 -16 3.22 -19 2.46 -24

Key Conclusions: Ome+Dom market is 372 Crs growing by 1%. Aciloc RD is at No.1 position with 41.7% MS. Omez-D is
147 Crs brand & growing by 16%. Aciloc RD & Omez-D contributes 80% MS. Except Omez-D, others brands are
degrowing.
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Micro Analysis –
Market & Key Competitor Product Sales
Top Molecules : Ome + Dom is 4th largest molecule in category
MOLECULE (PPI + DOM) MAT VAL DEC 16 MAT VAL DEC 17 MAT VAL DEC 18 MAT VAL DEC 19 MAT VAL DEC 20 Growth
Grand Total 2508.0 2660.6 2871.9 3116.0 3327.7 7
DOMPERIDONE + PANTOPRAZOLE 730.9 802.1 881.5 953.9 1047.4 10
DOMPERIDONE + RABEPRAZOLE 632.0 667.3 726.5 782.7 819.3 5
DOMPERIDONE + ESOMEPRAZOLE 212.9 240.5 294.3 343.5 386.7 13
DOMPERIDONE + OMEPRAZOLE 334.8 342.9 331.4 367.3 372.3 1
LEVOSULPIRIDE + RABEPRAZOLE 235.4 233.7 236.8 234.6 233.5 0
LEVOSULPIRIDE + PANTOPRAZOLE 118.4 119.3 117.4 120.6 131.4 9

Top Brands : Aciloc RD is 3rd biggest brand in therapy

MAT VAL MAT VAL MAT VAL MAT VAL MAT VAL
BRAND Growth
DEC 16 DEC 17 DEC 18 DEC 19 DEC 20
PAN D 198.4 229.8 256.3 259.1 286.7 11
PANTOCID DSR 124.5 140.1 144.5 155.4 172.1 11
ACILOC RD 125.8 144.9 144.6 160.2 155.1 -3
OMEZ D 105.7 103.7 109.9 126.7 146.9 16
PANTOP D SR 54.1 64.2 76.8 96.9 128.8 33
NEXPRO RD 70.3 76.5 80.0 96.9 117.3 21
SOMPRAZ D 56.9 68.3 87.2 91.2 109.3 20
RAZO D 59.3 69.7 75.0 86.9 99.9 15
PANTOP D 66.8 71.1 72.8 82.3 94.7 15
CYRA D 46.1 52.9 65.2 81.0 91.4 13

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Micro Analysis –
Market & Key Competitor Product Sales
Top Molecules : Ome + Dom is 4th largest molecule in category
MOLECULE (PPI + DOM) MAT VAL DEC 16 MAT VAL DEC 17 MAT VAL DEC 18 MAT VAL DEC 19 MAT VAL DEC 20 % Cont. Growth
Grand Total 2508.0 2660.6 2871.9 3116.0 3327.7 100 7
DOMPERIDONE + PANTOPRAZOLE 730.9 802.1 881.5 953.9 1047.4 31 10
DOMPERIDONE + RABEPRAZOLE 632.0 667.3 726.5 782.7 819.3 25 5
DOMPERIDONE + ESOMEPRAZOLE 212.9 240.5 294.3 343.5 386.7 12 13
DOMPERIDONE + OMEPRAZOLE 334.8 342.9 331.4 367.3 372.3 11 1
LEVOSULPIRIDE + RABEPRAZOLE 235.4 233.7 236.8 234.6 233.5 7 0
LEVOSULPIRIDE + PANTOPRAZOLE 118.4 119.3 117.4 120.6 131.4 4 9
LEVOSULPIRIDE + ESOMEPRAZOLE 80.9 91.6 105.4 113.8 126.4 4 11
PANTOPRAZOLE + ITOPRIDE | SOLIDS 47.4 50.8 53.3 56.6 54.3 2 -4
CINITAPRIDE + PANTOPRAZOLE SOLIDS 27.6 31.1 35.8 43.3 43.9 1 1
DOMPERIDONE + RANITIDINE | A3F8
SOLIDS 20.5 23.7 32.2 36.1 35.7 1 -1

RABEPRAZOLE + ITOPRIDE | A3F25 SOLIDS 23.8 20.6 22.3 26.3 32.1 1 22

ESOMEPRAZOLE + ITOPRIDE | A3F36
SOLIDS 5.6 6.2 7.1 11.0 17.4 1 58
DOMPERIDONE + ILAPRAZOLE | A3F54
SOLIDS 11.2 9.2 7.9 7.4 6.1 0 -18
DOMPERIDONE + DEXRABEPRAZOLE |
A3F31 SOLIDS 2.9 2.8 2.2 3.4 4.4 0 29
LEVOSULPIRIDE + ILAPRAZOLE | A3F55
SOLIDS 6.0 5.3 4.3 3.6 3.8 0 4

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Specific Micro Analysis – Regional Analysis : MAT Dec’20
OME + DOM ACILOC RD OMEZ-D
MAT VAL MAT VAL MAT VAL
CADILA STATE % Cont GTH % RANK MS% GTH % RANK MS% GTH %
DEC 20 DEC 20 DEC 20
KOLKATA 56.6 15.2 38 1 34.6 61.1 26 2 19.5 34.5 66
UP 38.9 10.5 12 1 20.3 52.2 41 2 8.5 21.8 -5
BIHAR 32.0 8.6 -31 1 19.0 59.4 -47 2 10.3 32.1 36
MAHARASHTRA 31.8 8.6 -8 1 14.1 44.3 -11 2 11.0 34.6 -4
MADHYA PRADESH 13.1 3.5 11 1 9.3 70.7 45 2 2.1 15.9 -34
GUJARAT 10.4 2.8 0 1 3.9 37.3 17 2 3.5 33.1 -3
HARYANA 2.5 0.7 15 1 1.0 41.1 80 2 0.3 13.7 2
WEST BENGAL 52.9 14.2 43 2 17.8 33.6 17 1 31.0 58.6 76
KARNATAKA 24.5 6.6 -1 2 7.9 32.1 -3 1 11.6 47.2 6
PUNJAB 11.7 3.1 -40 2 2.8 24.3 -71 3 0.9 7.5 48
TAMIL NADU 9.6 2.6 -6 2 4.0 42.1 9 1 4.1 42.6 -6
DELHI 9.5 2.6 3 2 3.7 39.2 18 1 4.3 45.3 -6
ANDHRA PRADESH 9.4 2.5 -9 2 0.8 8.0 -18 1 6.5 69.2 -6
ODISHA 9.3 2.5 1 2 3.4 36.7 4 1 3.7 39.9 -3
JHARKHAND 8.7 2.3 -19 2 3.6 41.2 34 1 3.9 45.2 -37
KERALA 7.9 2.1 -14 2 2.6 32.3 -9 1 2.7 34.5 -18
MUMBAI 7.6 2.0 9 2 0.9 11.6 -17 1 5.5 72.2 26
TELANGANA 5.0 1.3 2 2 0.8 16.0 -1 1 3.4 67.3 9
RAJASTHAN 12.2 3.3 -2 3 1.3 10.3 48 1 7.1 58.4 -6
NORTH EAST 11.8 3.2 -18 3 2.1 17.8 -13 1 5.2 44.4 8
CHATTISGARH 6.0 1.6 5 3 1.4 23.0 7 1 1.9 31.3 9

 Aciloc RD is No.1 in 7 states while Omez-D is No.1 in 13 states

 Aciloc RD is growing faster than Omez-D in 10 states
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Specific Micro Analysis – Regional Analysis : Monthly Trend
ACILOC RD OMEZ-D
CADILA STATE JUL 20 AUG 20 SEP 20 OCT 20 NOV 20 DEC 20 JUL 20 AUG 20 SEP 20 OCT 20 NOV 20 DEC 20
KOLKATA 2.24 2.44 2.53 2.95 2.97 2.88 1.73 1.73 1.90 1.89 2.01 2.51
WEST BENGAL 1.57 1.55 1.65 1.51 1.46 1.24 3.09 2.93 2.79 2.98 2.90 3.08
UP 1.81 1.99 2.47 2.55 1.89 1.39 0.80 0.69 0.91 0.52 0.67 1.01
BIHAR 1.95 1.84 1.64 1.40 0.97 0.68 0.88 0.81 0.76 0.81 0.65 0.74
MAHARASHTRA 1.14 1.12 1.15 1.34 1.21 1.31 0.98 0.97 1.11 1.02 0.87 1.05
KARNATAKA 0.68 0.85 0.72 0.68 0.62 0.54 1.04 1.01 1.21 0.97 1.23 0.96
MADHYA PRADESH 0.56 0.62 0.80 0.72 1.04 0.78 0.14 0.12 0.17 0.20 0.14 0.16
RAJASTHAN 0.14 0.12 0.12 0.06 0.06 0.06 0.67 0.61 0.68 0.65 0.61 0.70
NORTH EAST 0.16 0.18 0.17 0.19 0.24 0.17 0.52 0.49 0.54 0.44 0.39 0.45
PUNJAB 0.23 0.18 0.31 0.31 0.29 0.19 0.08 0.08 0.11 0.06 0.05 0.08
GUJARAT 0.31 0.24 0.30 0.33 0.40 0.39 0.25 0.31 0.33 0.27 0.28 0.48
TAMIL NADU 0.37 0.33 0.33 0.28 0.46 0.27 0.34 0.38 0.35 0.36 0.36 0.49
DELHI 0.18 0.39 0.24 0.46 0.50 0.24 0.31 0.35 0.44 0.37 0.40 0.54
ANDHRA PRADESH 0.05 0.07 0.05 0.06 0.05 0.13 0.60 0.71 0.66 0.55 0.42 0.55
ODISHA 0.38 0.20 0.40 0.19 0.46 0.37 0.28 0.29 0.36 0.28 0.33 0.35
JHARKHAND 0.25 0.26 0.39 0.35 0.34 0.34 0.30 0.29 0.38 0.31 0.23 0.37
KERALA 0.22 0.20 0.24 0.29 0.22 0.26 0.27 0.21 0.24 0.22 0.23 0.25
MUMBAI 0.05 0.04 0.08 0.08 0.09 0.09 0.43 0.58 0.55 0.60 0.49 0.64
CHATTISGARH 0.10 0.15 0.13 0.14 0.08 0.11 0.19 0.15 0.15 0.21 0.13 0.17
TELANGANA 0.09 0.08 0.06 0.08 0.10 0.07 0.38 0.35 0.33 0.33 0.24 0.28
HARYANA 0.17 0.09 0.07 0.05 0.05 0.05 0.04 0.02 0.03 0.02 0.02 0.03

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Specific Micro Analysis –
Competitors Price & Pack
ACILOC RD
MRP Formula MRP
BRAND COMPANY COMPOSITION (Strip) Pack tion (Tab)
ACILOC RD CADILA OME 20MG + DOM 10MG 42.7 10 Tab 4.27
OMEZ-D DRL OME 20MG + DOM 30 MG SR 169.25 15 Cap 11.28
OCID-D ZYDUS OME 20MG + DOM 10MG 151.8 10 Cap 15.18
OMEE-D ALKEM OME 20MG + DOM 10MG 145 15 Cap 9.67
OMIDOM MANKIND OME 20MG + DOM 10MG 62.1 10 Cap 6.21
RANIDOM NF MANKIND OME 10MG + DOM 15MG 67.21 20 Tab 3.36
RANTAC-D JB Chem RANI 150 + DOM 10 41.8 15 Tab 2.79
DOMSTAL RD TORRENT OME 20MG + DOM 10MG 151.05 15 Cap 10.07
GASPAZ BIOLOGICAL E OME 10MG + DOM 10MG 24 10 Cap 2.40

Aciloc RD :- 1 Strip = 10 Tablets (NRV : 24.95)

1 Box = 30 Strips (NRV : 748.64)
1 Case = 105 Box (NRV : 78607)

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 Market Analysis-
Source of Therapy Demand/ Trends
Period: Jul – Oct 2020 SPR: Rxer% ANTIULCERANTS
35

30 29 28.7
ANTIULCERANTS: Rx (%) Distribution x
Speciality
25

20
(Percentage)

15 14.3
13.5
11.9
10 9.5 5.1
10
7 6.7 6 6
5.1 3.2 5
5 3.3 3.8 3.3
2.6 2.4 2.8
2.4 2.8
1.8 1.5 1.8 1.1 1.2
0.5 0.4 1 0.7
0.5 0.6 1 0.9
0.7 0.6 0.6
0.6
0

GSU

NEU
ENT

ORT
RUR

PAE

CHE

DER

CARD
GPH

CPH

OPH

GAS
NEP
DIA

ONC
URO

PSY
GYN

DEN

Source of Demand Summary: Antiulcerent market is driven by GP, Rural, Con.Phy, Gen Sur and
Ortho which contribute more than 70% of total prescription
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 Market Analysis-
Source of Therapy Demand/ Trends
40
38

35
35 ACILOC-RD TAB: Rx (%) Distribution x Speciali
Period: Jul20 – Oct20
30 29
29
27
25

20
Percentage

15
12 13
10 10 11
10
7 67
5 5
5 4 4
333 2 33
22 22 2 2 22 1
11 00 01 1 111 1 101 110 1 110 1
00 00 00
0
R P IA E T Y T AT T O L O ST G O IA
TO NA TIS PH ES DIHA ET
O
HR GI UR TR
O
UR
O CO
C
G
A ED Y N S CH RM EN R T B P O S S RTH E YCH ON
O P G DE N DE CA PH DI
A NE OL N GA O N PS
LD CO O
UR GE
RA
RU SPR: Rxer% OMEPRAZOLE + DOMPERIDONE (CB) ACILOC-RD TAB

Source of Demand Summary:

• Aciloc RD is driven by the GP, Rural, Con.Phy and Gynec which contribute 80% of total prescriptions
• The brand is aligned with the molecule preference of the Rural / CP
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Micro Analysis –
Brand Rx trends by customer vs. Key Competitors/market
Rxtions OMEPRA + DOM ACILOC-RD OMEZ-D
SPECIALITY MAT Dec'20 % Sal Growth MAT Dec'20 % Sal Rx% Growth MAT Dec'20 % Sal Rx% Growth
SPR 45280 100 -30 12389 100 27 -34 12864 100 28 -30
GP 16959 37 -31 4523 37 27 -38 4750 37 28 -31
RURAL 11512 25 -19 3231 26 28 -22 3212 25 28 -7
CONS PHY 4731 10 -37 1550 13 33 -42 1473 11 31 -37
GYNAE 3560 8 -31 971 8 27 -14 887 7 25 -55
GEN SURG 2256 5 -29 610 5 27 -32 685 5 30 -36
ENT 1017 2 -23 221 2 22 -34 363 3 36 -21
ORTHO 990 2 -20 146 1 15 -38 349 3 35 -18
CARDIO 829 2 -46 115 1 14 -58 101 1 12 -62
DENTIST 769 2 -56 246 2 32 -43 245 2 32 -8
PAEDIA 673 1 -41 213 2 32 -39 148 1 22 -41
CHEST 476 1 -41 158 1 33 -47 168 1 35 -37
GASTRO 338 1 -26 52 0 15 -66 148 1 44 38
 More than 70% Rx contribution is coming from GPs, Rural & CPs
 Rxs are degrowing due to impact of Lockdown however in Unlockdown period
Rxtion are showing improving trend.
 Rxs contribution of Omez-D is higher in speciality like ENT (22%/36%), Ortho
(15%/35%) Surg (27%/30%) & Gastro (15%/44%) while Aciloc RD Rx Contribution is
high in Gynec,& CPs
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Micro Analysis –
Brand Rx trends by customer vs. Key Competitors/market
Aciloc RD Vs Omez-D
4000

3292 3273 3214 3488

3500
3316 2966 3132
3216
3000
3003 30993086 2973 2784 2901
2500
2851 2811 2799 2731 2658
2434 2156
2000
1630 2055
1500
674 1424
1000

500 590
0
18 19 19 19 19 19 19 20 20 20 20 20 20
c,2
0 20 r,2
0 20 g,2
0 20 c,2
0 20 r,2
0 20 g,2
0 20 c,2
0
e eb, p un, u ct, e eb, p un, u ct, e
-D F -A -J O -D F -A -J O -D
v n- ar ay l-A p- v n- ar ay l-A p- v
No Ja M M Ju Se No Ja M M Ju Se No

SPR - Aciloc RD SPR - Omez-D

Post Lockdown, Rx Trend is improving, Omez-D is recovering faster than Aciloc RD

mainly from Rural, ENT & Chest

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Micro Analysis –
Brand Rx trends by customer vs. Key Competitors/market
Other Brands MAT Dec'19 MAT Dec'20 Growth
RANIDOM TAB [MANKIND-PHARMA] 5236 3412 -35
OCID DSR CAPS [CADILA CLUSTER 3 - ZHL] 1537 773 -50
OMEE-D CAP [ALKM-G + O] 3410 2886 -15
DOMSTAL-O CAPS [TPL-VISTA] 759 503 -34
GASPAZ DS TAB [BE] 1341 998 -26
GASPAZ TAB [BE] 929 833 -10
OD CAPS [RICHIE Labs] 1028 524 -49
OSKAR-DSR TAB [MANKIND-LIFESTAR] 283 264 -7
OMIDOM CAPS [MANKIND-PHARMA] 377 196 -48
OZOLE-D CAPS [ADIPS LABS] 639 1041 63
DOMSTAL-RD CAPS [TPL-VISTA] 258 102 -60
DOM-OP CAPS [ZOETIC PH] 157 177 13
OMOCID PLUS CAPS [OM BIOTEC] 643 282 -56

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Micro Analysis –
Internal Rxbers
Aciloc RD Total Drs BL RP OP NP % BL/RP % BL/RP/OP % NP
All Drs 142250 5222 21932 31423 83673 19% 41% 59%
 41% Drs are prescribers of Aciloc RD i.e. Avg. 103 Drs/FO)
 Avg./FO :- BL : 9 Drs/FO, RP : 39 Drs/FO, OP : 55 Drs/FO & NP 147 Drs/FO

Rxbers of Aciloc RD No. of Drs (BL/RP/OP) % Cont.

GP MBBS 24823 42
GP NON MBBS 13013 22
PHYSICIAN 10041 17
SURGEON 3458 6
PAEDIATRICIAN 2688 5
ORTHOPAEDICIAN 2410 4
GYNAECOLOGIST 2107 4
Grand Total 58577 100
 80% of prescribers are GPs & CPs
Conversion Conversion % Conversion % Conversion
Campaign Drs No. of customers
BL RP OP NP (RP+BL) (RP+BL+OP) (RP+BL) (RP+BL+OP)
5690 356 1150 1241 2943 1506 2747
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Grand Total 26% 48%
 Micro Analysis – Shift Analysis

ESOMEPRAZOLE +LEVOSULPIRIDE (CB)

PANTOPRAZOLE + DOMPERIDONE(CB)
RABEPRAZOLE + DOMPERIDONE (CB)

RABEPRAZOLE + LEVOSULPIRIDE (CB)

OMEPRAZOLE + DOMPERIDONE (CB)

RANITIDINE + DOMPERIDONE (CB)

PANTOPRAZOLE + LEVOSULPIRIDE

PANTOPRAZOLE + ITOPRIDE ( CB )
SUCRALFATE (S/ L/GEL) (CHELAT)
SUCRALFATE + OXETACAINE (CB)

RABEPRAZOLE + ITOPRIDE (CB)

ES OMEPRAZOLE (INJ) (PPI)

PANTOPRAZOLE (INJ) (PPI)

DEXLANSOPRAZOLE (PPI)

RABEPRAZOLE (INJ) (PPI)

OMEPRAZOLE (INJ) (PPI)

RANITIDINE (INJ) (H2 B)
ES OMEPRAZOLE (PPI)
PANTOPRAZOLE (PPI)

LANSOPRAZOLE (PPI)
+DOMPERIDONE(CB)
RABEPRAZOLE (PPI)

FAMOTIDINE (H2 B)
OMEPRAZOLE (PPI)
RANITIDINE (H2 B)

ES OMEPRAZOLE

TOTAL LOSS
(CB)
SPR

RABEPRAZOLE + DOMPERIDONE (CB) 0 1 1 2 4

PANTOPRAZOLE + DOMPERIDONE(CB) 1 1 0 1 0 0 2 4 4 13
PANTOPRAZOLE (PPI) 1 0 2 1 0 1 2 5 3 8 23
RABEPRAZOLE (PPI) 1 0 1 0 0 0 1 1 6
RANITIDINE (H2 B) 5 6 8 5 7 6 6 8 5 5 5 4 4 74
OMEPRAZOLE + DOMPERIDONE (CB) 1 1 1 0 1 1 1 1 1 2 1 2 13
OMEPRAZOLE (PPI) 1 2 1 1 0 1 1 1 0 1 1 2 1 2 4 1 18
ES OMEPRAZOLE +DOMPERIDONE(CB)
ES OMEPRAZOLE (PPI) 1 1 1 3 0 0 0 1 0 7
PANTOPRAZOLE (INJ) (PPI) 1 1 1 1 0 0 0 0 5
RABEPRAZOLE + LEVOSULPIRIDE (CB) 1 1
FAMOTIDINE (H2 B) 1 1 1 2 1 1 0 6
RANITIDINE + DOMPERIDONE (CB) 2 2 1 4 0 2 1 1 1 1 1 1 1 1 0 0 3 1 21
RANITIDINE (INJ) (H2 B) 1 3 1 1 2 0 1 1 1 1 1 1 0 0 2 15
SUCRALFATE + OXETACAINE (CB) 2 0 2 0 0 0 5
SUCRALFATE (S/ L/GEL) (CHELAT) 1 0 1 0 2 0 0 0 0 0 0 5
PANTOPRAZOLE + LEVOSULPIRIDE (CB) 1 1
ESOMEPRAZOLE +LEVOSULPIRIDE (CB) 0 0
LANSOPRAZOLE (PPI) 2 1 1 1 1 0 0 0 0 1 0 7
RABEPRAZOLE + ITOPRIDE (CB) 2 2 2 3 0 0 0 9
PANTOPRAZOLE + ITOPRIDE ( CB ) 2 2 1 1 1 0 0 0 0 0 1 0 1 11
DEXLANSOPRAZOLE (PPI) 1 5 2 2 0 0 0 0 0 0 0 11
RABEPRAZOLE (INJ) (PPI) 9 0 4 1 0 2 1 0 0 1 0 19
OMEPRAZOLE (INJ) (PPI) 2 7 1 0 0 1 0 0 0 1 12
ES OMEPRAZOLE (INJ) (PPI) 1 3 4 2 1 0 0 0 1 0 0 0 13
TOTAL GAIN 32 19 20 28 19 10 35 13 14 1 7 6 8 9 9 0 www.cadilapharma.com
1 11 7 9 5 10 15 12 X
Micro Analysis –
Prescriber Base per Capita : Anti-Ulcerant
SPR CONS PHY GP RURAL DOCTOR
Name of Category / Molecule JUL-OCT 2019 JUL-OCT 2020 JUL-OCT 2019 JUL-OCT 2020 JUL-OCT 2019 JUL-OCT 2020 JUL-OCT 2019 JUL-OCT 2020
BASE PC BASE PC BASE PC BASE PC BASE PC BASE PC BASE PC BASE PC
ANTIULCERANTS 97.0 28.7 96.5 31.6 99.2 32.8 98.9 36.3 99.6 29.8 99.4 32.2 99.4 34.9 98.3 38.3
PANTOPRAZOLE +
65.2 7.4 65.2 8.6 70.6 7.6 72.9 9.0 73.0 7.3 71.7 8.3 70.9 6.7 70.7 8.0
DOMPERIDONE(CB)
RABEPRAZOLE +
58.9 8.3 58.4 10.0 73.8 9.5 71.2 11.5 68.8 7.3 68.5 8.5 64.1 7.8 65.2 9.7
DOMPERIDONE (CB)
PANTOPRAZOLE (PPI) 64.4 5.4 63.8 6.6 69.7 4.5 65.5 5.6 67.0 5.0 67.5 5.3 70.7 5.2 74.4 6.8
RABEPRAZOLE (PPI) 46.5 5.2 45.4 5.7 57.4 5.2 54.9 5.1 53.1 4.5 52.1 5.1 48.5 4.7 53.3 4.6
RANITIDINE (H2 B) 58.8 5.8 46.1 5.5 66.6 4.8 52.5 5.2 64.6 5.6 52.8 5.2 81.8 8.4 71.5 7.5
OMEPRAZOLE +
DOMPERIDONE (CB) 35.2 4.8 31.5 5.7 37.6 4.0 33.8 5.0 46.8 5.1 42.4 5.8 59.1 6.7 55.2 7.5

OMEPRAZOLE (PPI) 33.3 3.7 31.6 4.5 34.6 3.1 33.1 3.9 40.3 3.6 40.9 3.8 55.9 4.9 54.9 5.9
ES OMEPRAZOLE
25.4 4.5 26.0 5.4 41.4 4.9 39.2 5.9 31.5 3.6 32.9 4.6 14.4 3.5 15.7 4.0
+DOMPERIDONE(CB)
ES OMEPRAZOLE (PPI) 21.9 3.1 21.7 3.4 31.8 2.8 30.0 2.7 27.0 2.5 29.4 3.3 13.6 2.6 14.4 3.0
PANTOPRAZOLE (INJ) (PPI) 19.8 2.8 18.7 2.8 30.4 3.0 28.1 2.9 20.1 2.8 19.9 2.7 26.9 2.4 27.6 2.5
RABEPRAZOLE +
14.8 3.0 14.5 3.6 24.9 2.9 25.5 3.8 17.6 2.0 17.3 3.1 7.5 2.1 8.2 2.1
LEVOSULPIRIDE (CB)
SUCRALFATE (S/ L/GEL)
14.5 1.6 14.7 1.8 22.8 1.5 19.1 1.7 17.1 1.4 15.6 1.6 11.0 1.3 13.0 1.4
(CHELAT)
RANITIDINE (INJ) (H2 B) 17.6 2.6 14.2 2.8 20.8 2.2 15.6 2.6 19.5 2.6 18.5 2.2 28.3 3.0 24.9 3.0
SUCRALFATE + OXETACAINE
13.2 1.8 13.8 2.2 19.7 2.0 19.1 2.5 15.6 1.3 18.0 1.7 9.2 1.5 9.6 1.5
(CB)
FAMOTIDINE (H2 B) 10.6 3.1 10.9 3.8 11.6 1.8 12.8 2.8 15.3 3.2 15.5 3.9 14.7 3.6 12.4 3.4

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Micro Analysis –
Prescriber Base per Capita : Anti-Ulcerants
SPR GASTRO ORTHO CARDIO
JUL-OCT JUL-OCT JUL-OCT JUL-OCT JUL-OCT JUL-OCT JUL-OCT JUL-OCT
Name of Category / Molecule
2019 2020 2019 2020 2019 2020 2019 2020
BASE PC BASE PC BASE PC BASE PC BASE PC BASE PC BASE PC BASE PC
ANTIULCERANTS 97.0 28.7 96.5 31.6 100.0 58.8 100.0 70.8 98.0 46.1 99.0 45.8 100.0 35.7 100.0 39.1

PANTOPRAZOLE + DOMPERIDONE(CB) 65.2 7.4 65.2 8.6 85.4 9.4 74.6 8.0 64.5 8.3 65.1 9.8 85.2 7.1 83.2 9.0
RABEPRAZOLE + DOMPERIDONE (CB) 58.9 8.3 58.4 10.0 85.8 10.6 91.1 11.1 60.1 13.4 61.1 17.2 83.4 8.3 74.0 10.7
PANTOPRAZOLE (PPI) 64.4 5.4 63.8 6.6 77.3 6.6 85.5 8.7 71.0 12.0 63.7 14.9 80.8 6.0 77.9 7.6
RABEPRAZOLE (PPI) 46.5 5.2 45.4 5.7 79.4 9.8 77.5 11.9 57.8 12.8 58.8 13.6 61.2 5.9 47.9 6.4
RANITIDINE (H2 B) 58.8 5.8 46.1 5.5 55.0 3.9 30.0 4.5 56.7 6.4 39.0 4.7 60.4 3.8 47.0 3.3

OMEPRAZOLE + DOMPERIDONE (CB) 35.2 4.8 31.5 5.7 37.3 3.2 26.5 3.9 23.3 4.3 19.5 5.7 32.7 4.7 25.9 5.6
OMEPRAZOLE (PPI) 33.3 3.7 31.6 4.5 26.6 2.1 31.8 2.6 34.1 7.0 28.7 8.2 33.1 3.0 30.4 1.5
ES OMEPRAZOLE +DOMPERIDONE(CB) 25.4 4.5 26.0 5.4 51.9 8.3 60.2 10.1 24.6 8.0 22.2 6.3 49.4 4.8 52.8 7.0
ES OMEPRAZOLE (PPI) 21.9 3.1 21.7 3.4 53.4 5.3 51.8 5.2 33.9 8.8 24.0 7.2 40.9 2.4 40.4 2.7
PANTOPRAZOLE (INJ) (PPI) 19.8 2.8 18.7 2.8 40.7 2.2 32.9 3.3 13.7 3.5 11.9 2.4 27.5 3.2 20.6 4.0

RABEPRAZOLE + LEVOSULPIRIDE (CB) 14.8 3.0 14.5 3.6 63.8 6.1 62.7 10.1 6.4 5.4 4.7 2.1 27.9 3.3 27.8 2.9
SUCRALFATE (S/ L/GEL) (CHELAT) 14.5 1.6 14.7 1.8 43.5 4.1 48.0 4.5 4.7 1.2 4.0 1.2 24.5 2.3 21.4 2.0
RANITIDINE (INJ) (H2 B) 17.6 2.6 14.2 2.8 7.9 1.1 3.8 0.9 12.2 4.0 6.6 1.1 14.1 1.2 12.0 1.5
SUCRALFATE + OXETACAINE (CB) 13.2 1.8 13.8 2.2 45.5 4.6 41.8 8.0 4.2 2.5 5.8 1.4 24.6 2.1 25.4 2.7
FAMOTIDINE (H2 B) 10.6 3.1 10.9 3.8 10.7 1.0 10.2 4.1 8.2 6.4 6.6 8.3 10.0 2.6 12.4 4.3

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Micro Analysis –
Prescriber Base per Capita : Anti-Ulcerants
DIABETO GEN SURG ENT
JUL-OCT JUL-OCT JUL-OCT JUL-OCT JUL-OCT JUL-OCT
Name of Category / Molecule
2019 2020 2019 2020 2019 2020
BASE PC BASE PC BASE PC BASE PC BASE PC BASE PC
ANTIULCERANTS 99.4 31.5 98.8 33.7 99.5 38.1 100.0 40.9 99.6 21.8 98.8 26.6

PANTOPRAZOLE + DOMPERIDONE(CB) 77.0 7.2 76.7 8.0 73.8 10.0 75.5 10.7 59.6 5.3 59.2 7.0
RABEPRAZOLE + DOMPERIDONE (CB) 80.5 9.2 76.8 9.7 72.8 11.0 70.3 13.6 66.6 7.2 63.5 9.2
PANTOPRAZOLE (PPI) 73.1 4.3 69.8 5.6 71.6 4.9 68.2 6.7 57.9 5.1 53.0 5.4
RABEPRAZOLE (PPI) 62.6 4.2 58.1 4.2 58.2 5.6 60.4 5.6 51.0 4.1 49.2 6.5
RANITIDINE (H2 B) 66.4 4.2 44.4 4.7 59.3 5.8 51.2 5.2 43.7 4.1 25.1 4.4

OMEPRAZOLE + DOMPERIDONE (CB) 36.4 2.7 22.8 3.7 34.9 4.5 34.5 4.5 27.3 3.8 25.4 5.1
OMEPRAZOLE (PPI) 23.1 3.6 24.4 4.3 38.2 2.2 31.6 2.8 21.9 3.7 25.2 7.0
ES OMEPRAZOLE +DOMPERIDONE(CB) 49.3 4.3 48.0 5.4 34.2 5.7 38.4 5.6 27.9 4.7 36.0 4.2
ES OMEPRAZOLE (PPI) 37.5 2.8 30.0 2.9 27.5 3.6 27.4 4.3 23.9 2.1 22.1 3.4
PANTOPRAZOLE (INJ) (PPI) 30.3 2.3 24.6 3.4 32.7 3.5 32.8 3.8 6.4 1.6 5.2 3.0

RABEPRAZOLE + LEVOSULPIRIDE (CB) 30.0 2.4 27.7 2.6 30.1 3.7 30.9 3.3 16.0 3.9 17.8 4.8
SUCRALFATE (S/ L/GEL) (CHELAT) 20.6 2.4 27.9 2.8 21.9 1.5 25.0 2.1 7.5 1.1 8.7 1.9
RANITIDINE (INJ) (H2 B) 13.3 1.6 6.9 1.8 24.9 2.7 20.3 3.3 8.5 2.3 6.6 2.7
SUCRALFATE + OXETACAINE (CB) 22.0 1.7 19.5 1.9 25.6 1.8 26.9 1.9 10.3 2.0 12.0 3.3
FAMOTIDINE (H2 B) 8.4 1.7 14.1 1.8 9.7 3.6 9.7 2.3 6.8 3.4 9.3 2.7

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Micro Analysis –
Prescriber Base per Capita : Anti-Ulcerants
CONS PHY GP RURAL DOCTOR
JUL-OCT JUL-OCT JUL-OCT JUL-OCT JUL-OCT JUL-OCT
Name of Category / Molecule ##
2019 2020 2019 2020 2019 2020
BASE PC BASE PC BASE PC BASE PC BASE PC BASE PC
ANTIULCERANTS 99.2 32.8 98.9 36.3 99.6 29.8 99.4 32.2 99.4 34.9 98.3 38.3

PANTOPRAZOLE + DOMPERIDONE(CB) 70.6 7.6 72.9 9.0 73.0 7.3 71.7 8.3 70.9 6.7 70.7 8.0
RABEPRAZOLE + DOMPERIDONE (CB) 73.8 9.5 71.2 11.5 68.8 7.3 68.5 8.5 64.1 7.8 65.2 9.7
PANTOPRAZOLE (PPI) 69.7 4.5 65.5 5.6 67.0 5.0 67.5 5.3 70.7 5.2 74.4 6.8
RABEPRAZOLE (PPI) 57.4 5.2 54.9 5.1 53.1 4.5 52.1 5.1 48.5 4.7 53.3 4.6
RANITIDINE (H2 B) 66.6 4.8 52.5 5.2 64.6 5.6 52.8 5.2 81.8 8.4 71.5 7.5

OMEPRAZOLE + DOMPERIDONE (CB) 37.6 4.0 33.8 5.0 46.8 5.1 42.4 5.8 59.1 6.7 55.2 7.5
OMEPRAZOLE (PPI) 34.6 3.1 33.1 3.9 40.3 3.6 40.9 3.8 55.9 4.9 54.9 5.9
ES OMEPRAZOLE +DOMPERIDONE(CB) 41.4 4.9 39.2 5.9 31.5 3.6 32.9 4.6 14.4 3.5 15.7 4.0
ES OMEPRAZOLE (PPI) 31.8 2.8 30.0 2.7 27.0 2.5 29.4 3.3 13.6 2.6 14.4 3.0
PANTOPRAZOLE (INJ) (PPI) 30.4 3.0 28.1 2.9 20.1 2.8 19.9 2.7 26.9 2.4 27.6 2.5

RABEPRAZOLE + LEVOSULPIRIDE (CB) 24.9 2.9 25.5 3.8 17.6 2.0 17.3 3.1 7.5 2.1 8.2 2.1
SUCRALFATE (S/ L/GEL) (CHELAT) 22.8 1.5 19.1 1.7 17.1 1.4 15.6 1.6 11.0 1.3 13.0 1.4
RANITIDINE (INJ) (H2 B) 20.8 2.2 15.6 2.6 19.5 2.6 18.5 2.2 28.3 3.0 24.9 3.0
SUCRALFATE + OXETACAINE (CB) 19.7 2.0 19.1 2.5 15.6 1.3 18.0 1.7 9.2 1.5 9.6 1.5
FAMOTIDINE (H2 B) 11.6 1.8 12.8 2.8 15.3 3.2 15.5 3.9 14.7 3.6 12.4 3.4

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Micro Analysis –
Prescriber Base per Capita : Aciloc RD
CONS PHY GP RURAL DOCTOR
JUL-OCT JUL-OCT JUL-OCT JUL-OCT JUL-OCT JUL-OCT
Name of Category / Molecule / Brand ##
2019 2020 2019 2020 2019 2020
BASE PC BASE PC BASE PC BASE PC BASE PC BASE PC
ANTIULCERANTS 99.2 32.8 98.9 36.3 99.6 29.8 99.4 32.2 99.4 34.9 98.3 38.3

RABEPRAZOLE (PPI) 57.4 5.2 54.9 5.1 53.1 4.5 52.1 5.1 48.5 4.7 53.3 4.6
RABLET TAB [LUPIN-ENDEVR] 12.8 1.7 10.1 2.0 10.0 2.3 8.1 2.4 6.2 1.5 5.6 1.4
CYRA TAB [SYSTOPIC LAB] 9.8 3.2 8.5 4.0 9.0 3.7 9.2 2.9 7.4 2.4 7.5 2.9
RAZO TAB [DRL-RECURA TITANS] 6.1 1.6 8.6 1.6 4.8 1.5 6.9 2.8 2.6 1.0 1.5 1.9
RABEKIND TAB [MANKIND-PHARMA] 5.0 4.9 4.3 2.4 6.1 2.9 4.6 3.0 7.6 5.7 9.5 4.6
RABIUM TAB [INTAS-ARRON] 8.2 1.5 8.2 1.9 4.9 1.7 4.7 2.7 3.3 1.4 3.9 1.7
RABELOC TAB [CADILA-ESTOMAG] 2.5 1.5 3.6 2.2 2.1 1.2 1.9 0.9 1.5 1.7 1.2 1.5

RANITIDINE (H2 B) 66.6 4.8 52.5 5.2 64.6 5.6 52.8 5.2 81.8 8.4 71.5 7.5
RANTAC TAB [JBCH-JIVA] 34.4 3.6 27.9 3.4 32.3 3.7 29.9 4.0 32.8 3.9 32.3 3.7
ACILOC TAB [CADILA-MAGFAM] 24.8 2.9 20.4 4.1 22.4 3.4 18.3 2.9 49.5 5.2 40.1 5.6
ZINETAC TAB [GSK-ENTERO PLUS] 22.9 2.6 12.8 2.8 27.9 2.9 9.3 3.1 38.0 6.1 22.0 4.4
HISTAC TAB [SUN-MAXXIM] 4.6 2.7 3.2 2.6 6.4 2.9 3.6 4.0 9.5 2.5 6.8 3.2
RANTAC-OD TAB [JBCH-JIVA] 7.5 2.3 6.6 2.2 4.2 2.0 3.0 4.0 1.6 1.3 0.9 2.6

OMEPRAZOLE + DOMPERIDONE (CB) 37.6 4.0 33.8 5.0 46.8 5.1 42.4 5.8 59.1 6.7 55.2 7.5
OMEZ D / DSR CAPS [DRL-AQUSG] 14.9 3.2 13.3 4.6 20.4 3.1 20.5 3.6 24.4 3.8 25.9 4.7
ACILOC-RD TAB [CADILA-MAGFAM] 16.7 3.2 14.0 3.5 18.0 3.9 14.2 4.1 26.7 4.6 21.7 5.2
RANIDOM TAB [MANKIND-PHARMA] 7.2 2.4 4.9 4.1 7.7 2.1 6.4 2.2 12.9 3.3 10.9 3.5
OMEE-D CAP [ALKM-G + O] 1.4 2.0 1.6 3.0 2.8 5.4 2.2 6.3 8.0 5.2 9.5 5.1
OCID DSR CAPS [CADILA CLUSTER 3 - ZHL] 1.3 2.0 1.0 0.7 2.3 2.5 2.2 2.1 2.7 3.9 1.3 3.0

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Micro Analysis – SPR : ANTIULCERANTS : Rx Response
x Indication(%)
Brand Rx trends by Indication vs. Key Competitors/market

+DOMPERIDONE(CB)
DOMPERIDONE (CB)

DOMPERIDONE (CB)
RABEPRAZOLE (PPI)
DOMPERIDONE(CB)

OMEPRAZOLE (PPI)
RANITIDINE (H2 B)
PANTOPRAZOLE +

ES OMEPRAZOLE

ES OMEPRAZOLE
ANTIULCERANTS

PANTOPRAZOLE

PANTOPRAZOLE
RABEPRAZOLE +

OMEPRAZOLE +
Indication

(INJ) (PPI)
(PPI)

(PPI)
Rx Total 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0
100 20 20 15 9 9 6 5 5 3 2
A P D (ACID PEPTIC DISEASE) 1.6 1.7 1.2 0.8 1.6 0.8 1.2 0.5 3.2 2.3 1.0
100 22 14 7 9 4 5 2 10 4 1
GASTRITIS 1.5 1.4 1.1 0.8 0.8 0.9 0.8 0.9 2.6 1.6 3.7
100 19 15 8 5 5 3 3 8 3 5
EPIGASTRIC PAIN 1.3 1.3 1.1 0.7 0.8 0.5 0.7 0.5 1.9 1.6 2.4
100 21 17 8 6 3 4 2 7 3 4
G E R D (GASTRO ESOPHAGEAL REFLUX DISEAS
1.2 1.0 0.7 0.3 0.6 0.6 0.4 0.2 3.3 1.5 0.6
100 18 12 4 5 5 2 1 14 4 1
GIDDINESS 0.9 1.1 1.0 0.6 0.7 0.4 0.7 0.6 1.3 0.9 2.6
100 23 22 10 6 4 5 3 7 3 5
GASTRO ENTERITIS 0.5 0.5 0.6 0.3 0.3 0.2 0.5 0.2 0.5 0.4 1.5
100 20 24 9 6 4 6 2 5 2 6
I B S (IRITABLE BOWEL SYNDROME) 0.3 0.2 0.2 0.2 0.3 0.1 0.2 0.4 0.4
100 17 15 9 10 4 4 1 7 4 0
COLITIS 0.3 0.2 0.3 0.2 0.3 0.2 0.4 0.1 0.3 0.4 0.2
100 16 20 8 9 6 8 2 5 3 1
NAUSEA 2.0 2.1 2.7 1.0 1.1 0.6 1.9 0.8 3.0 1.5 4.6
100 22 27 7 5 3 6 2 7 2 4
DYSPEPSIA 2.3 2.0 2.1 1.1 1.8 0.5 1.5 0.6 4.0 2.1 3.9
100 18 18 7 7 2 4 1 9 2 3

Key indications are APD, Nausea, Dyspepsia

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Micro Analysis – SPR : ANTIULCERANTS : Rx Response
x Indication(%)
Brand Rx trends by Indication vs. Key Competitors/market

+DOMPERIDONE(CB)
DOMPERIDONE (CB)

DOMPERIDONE (CB)
RABEPRAZOLE (PPI)
DOMPERIDONE(CB)

OMEPRAZOLE (PPI)
RANITIDINE (H2 B)
PANTOPRAZOLE +

ES OMEPRAZOLE

ES OMEPRAZOLE
ANTIULCERANTS

PANTOPRAZOLE

PANTOPRAZOLE
RABEPRAZOLE +

OMEPRAZOLE +
Indication

(INJ) (PPI)
(PPI)

(PPI)
Rx Total 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0
100 20 20 15 9 9 6 5 5 3 2
SPONDYLITIS (CERVICAL) 0.4 0.5 0.4 0.3 0.5 0.2 0.2 0.2 0.4 0.5 0.1
100 25 19 13 12 5 3 2 5 4 1
COVID19 (CORONA VIRUS) 0.2 0.2 0.3 0.2 0.1 0.1 0.1 0.1 0.1 0.1 0.1
100 20 32 18 4 3 5 2 4 2 1
HYPERTENSION 4.6 4.7 4.8 4.0 4.2 2.4 2.4 2.1 7.3 6.2 2.5
100 21 21 13 8 5 3 2 8 4 1
DIABETES MELLITUS 4.3 4.8 4.2 3.7 4.1 2.2 2.1 2.5 6.4 5.4 3.0
100 23 19 13 9 5 3 3 7 3 1
HYPOTHYROIDISM 1.3 1.3 1.2 1.1 1.3 0.6 0.6 0.8 2.2 1.7 0.7
100 20 19 12 9 4 3 3 9 4 1
HYPERACIDITY 0.4 0.4 0.4 0.2 0.3 0.2 0.5 0.4 0.6 0.4 0.4
100 22 21 6 6 4 8 5 7 3 2
ACIDITY 1.9 1.9 2.2 1.0 1.0 0.9 1.6 1.0 2.8 2.0 1.2
100 20 22 8 5 4 5 3 7 3 1
LOSS OF APPETITE 1.5 1.9 1.6 0.8 0.9 0.8 1.1 0.6 1.5 0.7 1.7
100 26 21 8 6 5 5 2 5 1 2
INDIGESTION 0.3 0.3 0.3 0.2 0.1 0.1 0.2 0.2 0.6 0.2 0.2
100 23 18 9 4 4 3 3 10 2 1
DYSENTERY 0.3 0.3 0.3 0.2 0.2 0.1 0.3 0.1 0.3 0.3 0.4
100 20 23 10 8 5 7 3 6 3 3

Key indications are Hyperacidity & in Co-Rx with Hypertension & DM

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Micro Analysis – SPR : ANTIULCERANTS : Rx Response
x Indication(%)
Brand Rx trends by Indication vs. Key Competitors/market

OMEZ D / DSR CAPS

ANTIULCERANTS

ACILOC-RD TAB
PANTOCID TAB
PANTOP TAB
RANTAC TAB
PAN-D CAPS
Indication

CYRA-D TAB
ACILOC TAB
OMEZ CAPS
PAN TAB
Rx Total 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0
100 5 4 3 3 3 2 2 2 2 2
A P D (ACID PEPTIC DISEASE) 1.6 0.5 1.0 0.6 0.7 0.7 0.7 0.6 1.7 1.0 0.9
100 2 3 1 1 1 1 1 2 1 1
GASTRITIS 1.5 0.7 0.9 0.8 0.7 0.5 0.7 0.9 1.8 1.2 0.8
100 2 3 2 1 1 1 1 2 1 1
EPIGASTRIC PAIN 1.3 0.4 0.9 0.5 0.4 0.6 1.0 0.7 1.0 1.3 0.3
100 2 3 1 1 1 2 1 1 2 0
G E R D (GASTRO ESOPHAGEAL REFLUX DISEAS
1.2 0.1 0.4 0.3 0.2 0.2 0.1 0.4 0.7 0.8 0.3
100 1 2 1 0 1 0 1 1 1 0
GASTRO ENTERITIS 0.5 0.3 0.7 0.2 0.1 0.1 0.2 0.4 1.1 0.5 0.3
100 3 6 1 1 1 1 2 4 2 1
I B S (IRITABLE BOWEL SYNDROME) 0.3 0.1 0.1 0.2 0.1 0.2 0.1 0.1 0.4 0.3 0.1
100 2 2 2 1 1 1 1 3 2 1
COLITIS 0.3 0.1 0.1 0.1 0.1 0.1 0.4 0.9 0.3 0.2 0.1
100 1 2 1 1 1 3 6 2 1 1
NAUSEA 2.0 1.0 1.8 0.8 0.6 0.7 1.0 1.8 2.2 1.0 1.7
100 2 4 1 1 1 1 2 2 1 1
DYSPEPSIA 2.3 1.0 1.6 0.4 0.5 0.7 0.9 1.9 2.0 2.1 1.0
100 2 3 1 1 1 1 2 2 2 1
FATTY LIVER 0.3 0.1 0.3 0.1 0.1 0.1 0.2 0.4 0.5 0.1
100 2 4 1 1 0 1 1 2 3 1

Key indications are APD, Gastritis, Nausea, Dyspepsia

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Micro Analysis – SPR : ANTIULCERANTS : Rx Response
x Indication(%)
Brand Rx trends by Indication vs. Key Competitors/market

OMEZ D / DSR CAPS

ANTIULCERANTS

ACILOC-RD TAB
PANTOCID TAB
PANTOP TAB
RANTAC TAB
Indication

PAN-D CAPS

CYRA-D TAB
ACILOC TAB
OMEZ CAPS
PAN TAB
Rx Total 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0
100 5 4 3 3 3 2 2 2 2 2
VERTIGO 1.2 0.6 1.2 0.8 0.5 0.5 0.6 1.3 2.3 0.9 1.0
100 3 4 2 1 1 1 2 3 1 1
HYPERTENSION 4.6 4.0 4.3 2.9 2.0 2.2 2.2 2.3 6.7 9.7 2.2
100 4 4 2 1 1 1 1 3 4 1
DIABETES MELLITUS 4.3 3.9 4.4 2.6 2.7 1.8 2.5 2.0 6.5 7.5 2.5
100 5 4 2 2 1 1 1 3 3 1
HYPOTHYROIDISM 1.3 1.1 1.0 0.8 0.6 0.5 0.6 0.5 1.7 2.0 0.6
100 4 4 2 1 1 1 1 2 3 1
HYPERACIDITY 0.4 0.1 0.4 0.2 0.4 0.1 0.2 0.3 0.2 0.2 0.7
100 2 5 2 3 1 1 2 1 1 3
ACIDITY 1.9 1.0 1.8 0.8 0.6 0.9 1.1 1.5 1.4 1.8 1.5
100 3 4 1 1 1 1 2 1 2 1
LOSS OF APPETITE 1.5 0.8 1.1 0.7 0.8 1.0 0.6 0.6 1.4 1.2 1.4
100 3 3 2 1 2 1 1 2 1 2
INDIGESTION 0.3 0.2 0.3 0.1 0.2 0.2 0.1 0.3 0.3 0.3 0.1
100 4 5 1 2 2 1 2 2 2 1
DYSENTERY 0.3 0.2 0.1 0.1 0.2 0.2 0.3 0.3 0.1 0.1 0.3
100 4 2 1 2 2 2 2 1 1 2
DIARRHOEA 0.2 0.1 0.1 0.1 0.1 0.2 0.1 0.2 0.1 0.3
100 3 2 2 2 2 1 0 2 1 2

Key indications in Co-Rx : DM, Hypertension

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Micro Analysis –
OMEPRAZOLE + DOMPERIDONE (CB) : CO-Rx ANALYSIS BY
SPECIALITY(%)
UROLOG DIABET CONS RURAL
SPR GASTRO ORTHO CHEST CARDIO GP
IST O PHY DOCTOR
RX 100 100 100 100 100 100 100 100 100 100
ALONE 1.5 0.9 0.2 1.5 1.8 1.2
PARACETAMOL (S) 8.9 5.1 2.8 3.1 6.6 6.3 25.4 6.2 10.1 9.6
AMOXICILLIN + CLAVULANIC (S) 6.7 2.6 2.7 0.8 1.4 2.8 10.1 4.4
CEFIXIME (S) 6.4 2.6 2.8 0.7 3.8 3.2 8.8 9.2 5.9 7.7
AZITHROMYCIN (S) 6 2.6 0.2 8.2 2.4 18.3 6.6 7.2 5
ACECLOFENAC + PARACETAMOL (S) 5.9 4.3 3.3 5.5 1.7 3.9 4.6 10
PARACETAMOL-650 MG (S) 5.5 1.7 0.7 5.5 11.1 1 4.8 8.4 5
ACECLO + PARA + SERRATIO(S) 5.3 2.6 6.9 9.6 2.7 1 1.4 7.2 3.8
ORNIDAZOLE + OFLOXACIN (S) 3.7 3.4 47.2 0.5 2.7 3.2 0.7 5.9 3 3.4
CEFPODOXIME (S) 3.4 1.6 3.8 1.6 14.2 2.3 3.6 3.5
MONTELUKAST+ LEVOCETIRIZ (S) 3 1.7 0.2 5.5 2.7 2 4.6 2.2
MULTIVITAMIN+MULTIMINERALS (S) 2.8 1.7 1.2 6 5.6 1.7 3.1 2.2 2.9
DIGESTIVE ENZYME (L) 2.8 4.3 0.7 5.5 0.8 2 4.1 3 2.9
CYANOCOBALAMIN and COMB (S) 2.8 2.6 3.8 1.6 1 2.3 4.6 2.3
ELECTROLYTE 2.7 0.7 1.1 2.4 1 6.1 3 2.3
OFLOXACIN PLAIN (S) 2.7 1.7 0.5 1.6 5.6 0.3 3.1 2 4.5
NIMESULIDE (S) 2.7 0.9 0.2 4.9 0.8 3.7 1.8 2.4 4.4
VIT B COMPLEX ( L ) 2.6 1.7 12.6 3.2 4.1 2.9 2.2 3.2
B-COMPLEX (S) 2.6 0.9 0.5 0.5 2.4 3.6 2.8 2.7
METRONIDAZOLE (S) 2.5 1.7 7.1 5.4 2.2 1.5 2.4

 GP : Paracetamol, Amoxy Clav, Azithromycin

 Rural : Aceclo+Para, Paracetamol, Cefixime
 Con Phy : Paracetamol, Cefixime, Azithromycin www.cadilapharma.com
Micro Analysis- Customers
Summarise Key Customers, Type, profile, their needs and trends
HCP Prefer
Speciality Brand Reason for Choice Unmet Needs Trend

Umbrella Marketing of Omez & Omez-D •Cost of therapy Shift from Omeprazole to
Brand equity of Omez & Omez D and molecule •Optimum dose of newer generation of PPI
CP / Sur Omez D
correlation of Omeprazole omeprazole Shift from plain molecule to
Customer connect with specialist and super specialist combination

Brand equity of Omez & Omez D and molecule

correlation of Omeprazole •Cost of therapy Shift from Omeprazole to
Omez D/ •Optimum dose of newer generation of PPI
GP / Rural Highlighting Price benefit of Omez to Drs
Omez omeprazole Shift from plain molecule to
OD dose advantage & 30mg Domperidone in SR
formulation •Coverage of Rural (Vistara) combination

Shift from Omeprazole to

Corporate equity of Mankind with GP Low dose of Omeprazole newer generation of PPI
GP cluster Ranidom NF
Economical price (10mg) Shift from plain molecule to
combination

Brand equity of Aciloc with GP and Rural

Shift from Omeprazole to
Smallest tablet size offers ease of administration
newer generation of PPI
GP / CP Aciloc RD Cost effective therapy Dose of Domperidone
Shift from plain molecule to
Benefits of Omeprazole Mg
combination

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 Micro Analysis- Customers
Summarise Key Customers, Type, profile, their needs and trends
Who are
decision makers Perceptions / Attitude
Patient Profile Their Needs Their Challenges Trend
/ Influencers and & Habits
Actual Users
Accept as caused of
Elderly patient – Missing on family / Multiple drugs
Family multiple drugs for
Hypertensive, Diabetic, Relief from dug social events caused Gastritis
Physician, age related
drug induced Gastritis, induced gastritis On multiple drugs conditions and Hyperacidity
Children, Grand
Hyperacidity, Dyspepsia, and Hyperacidity preference for compromise GIT
Children First thing to be
Ulcer, IBS, TB/Ahthama convenient OD dose caused dyspepsia
taken without failure
Needs reminding for
medication due to busy
Middle age patient – Relief from stress / Accept as caused
scheduling of work and Work and family
stress / drug induced dug induced stress / drugs related
Family family life, Missing on related stress
Gastritis, Hyperacidity, gastritis and conditions
Physician, family / work life high caused Gastritis
Dyspepsia Cardio, Hyperacidity with
Children level of work load and first thing to be taken and Hyperacidity,
Diabetic, Ulcer, IBS, faster and
related stress needs without failure dyspepsia
TB/Asthama convenient doses
and preference for
convenient OD dose
Needs reminding for
medication due to busy
Relief from stress / Accept as caused
scheduling of work and Work and family
Young age patient – Family dug induced stress / drugs related
family life, Missing on related stress
stress induced gastritis, Physician, gastritis and conditions
family / work life high caused Gastritis
Dyspepsia, Ulcer, IBS, Parents, Grand Hyperacidity with
level of work load and first thing to be taken and Hyperacidity,
TB/Asthama Patient Parents faster and
related stress needs without failure dyspepsia
convenient doses
and preference for
convenient OD dose

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 Micro Analysis- Competition
Value
Key Tactical
GR Product Busines
Segment Competitor MS Strengths Weakness differe progra
(in % Message s Driver
ntiator m
Crs)
Deliver Sure
Once a
OD dose compliance Relief (DSR) in
Higher price and Day Umbrella
30mg domperidone Reflux, 30mg
CP / Sur Omez D 147 39.6 16 offers better
low dose of
Dyspepsia,
Pallet promotion
domperidone
Omeprazole Technolog with Omez
symptomatic relief Gastritis and
y
Nausea

Deliver Sure
Umbrella
Relief (DSR) in
Higher price and promotion
Vistara Division for Reflux, Once a All PPIs are
GP/Rural Omez D 147 39.6 16 GP/Rural Coverage
low dose of
Dyspepsia, Day
with Omez,
same
Omeprazole Acidity
Gastritis and
camps
Nausea

Quality and Customer

Regional Limited to few PDR Regional
GP Cluster Gaspaz 11 2.9 -28 representation geography
affordability go
technology
engagement
strength
hand in hand programme

Limited to GP Right dose Frequent

Equity with GP and and Rural. Low Right dose at for BID connect with Economical
GP Cluster Ranidom NF 19 5.0 -4 Rural Drs focus on right price complianc regular price 3.36/tab
speciality e inputs

Summarise with your key insights:

 DRL Launched Vistara division with 600 field force to increase coverage of GP/Rural Drs.
 Except Omez-D, other brands are degrowing
 Omez D promote Deliver Sure Relief (DSR) with OD compliance

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 Market & Business Drivers

Market Drivers Business Drivers

• The customer perception Rabeprazole as offers •Product differentiator : Benefits of Omeprazole
faster onset of action Magnesium

•The customer perception for pantoprazole with least •Most cost effective therapy – Rural / GP
drug interactions

•The antiulcerant market is driven by Gastro / Con •Smaller tablet size offers ease of administration
Phy/ Sur and followed by GP and Rural

•Co-Rx with other drugs and other associated •Increased brand visibility mass campaign with
indication driving the antiulcerent market increased frequency

Summarise with your key insights: Antiulcerant market is driven by newer generation of PPIs as the
customers perception of faster onset of action and least drug interaction with better patient compli-
ance of OD dosing.

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 Target Customer Access Analysis
Medical
association,
National / Gastro
Int journals

C. Phy /
Retailer Patient
G Sur

family and GP / Family

friends Phy

Key Findings
1. IMA, Gastro medical association, national and Int. national journal can influence the gastro
2. Gastro can influence to C. Phy and General / Family Phy
3. Family Phy and retailer can also influence the family member which further influence to
patient
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 Target Customer Access Analysis
Rating Ability to Influence
Target Competitors
Influences: Influenced by:
Customers D.O.I Acilo
P.P. Omez Gasp Ranid
. c RD
D az om

Gastro 4 4 CP /GP / Rural Medical association, national / 2 7 0 0

Int journals/ Guidelines

C. Phy 3 2 GP / Rural Gastro, medical association , 8 9 6 5

national/Int national journal

G. Sur 3 2 GP / Rural Gastro, medical association , 6 9 6 5

national/Int national journal

GP 2 1 Rural Gastro / Con.Phy / medical 9 7 8 7

association / national/Int
national journal

Rural 2 - Gastro / C. Phy / Sur / medical 8 7 8 7

association / national journals

Strategic Conclusions:

• Aciloc has good equity with GP / CP

• Technological innovative of OD dose with premium price for consultants will further enhanced the image

Critical Links are those which are rated H on Prescription Power (PP) AND/OR on
Degrees of Influence (DOI). Rating scale 0 – 4 (4 = highest).

Rate companies’ ability to influence from 0 – 10 (10 = highest).

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Most Important Attributes

Customer segment: G P / Rural

1 Cost effectiveness 16 Technological Innovation

2 Product Availability 17 Co-relation in brand name and indication
3 Product effectiveness 18 Newer generation are better than old one
4 Quality of product 19 Quality of product / company
5 Top of the mind – Reminders / LBL 20 Scientific forum activity / CME
6 Top of the mind – Samples / Offers 21 Scientific literature and related information
7 Drug interaction 22 Reputation of the company
8 Long acting effect - OD 23 Prompt relief
9 Tab / Cap – drug realising pattern 24 Extra pill burdened
10 Customer connect frequency of visit 25 Food interaction
11 Customer connect – marketing activity 26 Cardiac safety
12 Ease of administration 27 Trusted molecule
13 Packaging of product 28
14 Better product form Tab / Cap 29
15 Brand value 30

Aciloc RD www.cadilapharma.com
Attribute Mapping
(Repeat for Each Target Customer)

Customer Segment: GP/Rural

Attributes 1 Rank
Aciloc RD Omez D Gaspaz Ranidom
Effectiveness & Response 1 1.1 8 9 7 6
Availability of brand 1 1.2 10 5 5 0
Dosage compliance 1 1.3 7 10 5 2
Cost of Therapy 1 1.4 9 2 7 5
Standard company, trust 1 1.5 10 10 5 10
Attributes 2 Rank
2 Aciloc RD Omez D Gaspaz Ranidom
Customer connect – frequency of visit 2 2.1 7 8 5 10
Marketing activity –customer engagement program 2 2.2 8 9 3 8
Brand name correlation with molecule – easy to remeber 2 2.3 3 10 5 5
Scientific Literature and related information 2 2.4 5 8 5 5
Technological innovation 2 2.5 7 10 0 0
Attributes 3 Rank
Aciloc RD Omez D Gaspaz Ranidom
Samples 3 3.1 7 7 0 8
Scientific forum activity / CME 3 3.2 0 5 0 0
Product packaging 3 3.3 7 8 8 8
3 3.4
3 1.5

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 Attribute Mapping
Hot Zone Attributes Companies
10
Perceived 1. Aciloc RD
Hot Zone
Positively Product effectiveness & Response
7
2. Scientific Literature and related Omez D
information
4
3. Gaspaz
Affordable for patients
Neutral
0
Zone 4. Marketing activity –customer Ranidom
engagement program

-4 5.
Technological innovation
Change product
Perceived -7 6.
positioning and create
Not Zone the impact of product
Negatively Doses compliance effectiveness

-10 7. Promote as most cost

Customer connect – frequency of visit effective therapy with
better patient
8. compliance
Scientific forum activity / CME

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Attribute Mapping – Strategic Conclusions

Customer GP, Rural, Con Phy, Gen. Sur & retailers

Segment

Primary To Establish Aciloc RD as a preferred treatment choice for

Strategies Gastritis/Dyspepsia/Nausea to Drs & retailers

• To highlight benefits of Magnesium

Secondary • Correct Therapeutic Dosage (OD Vs BID)
Strategies • Cost effective combination
• Better patient compliance (Tab Vs Cap)

Defensive Consolidation of current Rxers through brand visibility

Strategies campaign

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 SWOT ANALYSIS
Strengths Weakness
Where are we strong relative to our competitors? Where are we weak relative to our competitors?
•Strong presence in GP/Rural/CP Lower dose of Domperidone (10mg)
•
•Brand equity of parent brand Aciloc
• Benefits of Mg & Cost effective therapy • Perception of Ranitidine and Domperidone
•Small size tablet offers better patient compliance
• Low price , hence overall Rx value is very low
•Higher distribution index ensures wide availability
• Perception of brand aligned to GPs only

Opportunities
What changes/emerging trends can we exploit? Threats
Opportunity ST= 1yr Size What changes/emerging trends could threaten us?
MT<3ys
LT= 3-5yrs
Threat ST= 1yr Size
•South zone – 52 Crs market. Aciloc RD ST 5 Crs MT<3ys
is just 15 Cr with MS 30%
•West zone – 81 Crs market opportunity,
LT= 3-5yrs
while Aciloc RD is just 31 Cr with MS ST 5 Crs
38% Shift in the Rxns habit ST 3-5crs
LT 10 Crs towards new
generation PPIs
•Launch of NuAciloc-RD MT 10 Crs
•Plain Omeprazole market >200 Crs Price war and generic ST –MT 5-10crs
• 12 Crs market opportunity in Rajasthan, ST 3 Crs options availability of
15 Crs in A.P. & T.N. MT 5 Crs next generation PPIs

•Other anti-ulcerant market is available LT 20 Crs

to grow

Brand
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Key Challenges & Critical Success Factors
Key Challenges Critical Success Factors
Extract prescriptions of Omez-D from • Highlight benefits of Omeprazole Magnesium
Rural, GP, Surgeon & Ortho • Side effects of high dose of Domperidone
• Tablet vs Capsule
• Price benefit
Molecule shift to other PPIs - Scientific series : All PPIs are almost same
- Highlight benefits of Omeprazole Magnesium

Lower dose of domperidone -Benefits of BID Dosage

- Side effects of high dose of Domperidone

Uneven contribution from potential zones Special zonal campaign for South Zone to gain
leadership position

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Assessment of implementation and
effectiveness of key activities
Sales & Marketing
Evaluation Key
Above target On target Slightly below target Significantly below target

Key activity Objective Evaluation What Worked What did not work Learnings & Action
Points (Continue,
Modify, Stop)
To differentiate Series of Lack of proper Modify
Aciloc RD from Communication execution
Benefits of competitors by through different
Magnesium highlighting mode
composition
benefits
Brand is on Required growth rate is Modify
To increase brand
positive growth more than 10%
Right Decision visibility in Drs
of 4%
Campaign chamber

Increase No. of Due to lockdown 3-4 Continue

BL & RP from months drop in
Loyalty To increase BL & 11706 to 27154 prescriptions
Campaign RP Drs from July to
Dec’20 period

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Brand YPM Evolution : 2021 - 2025
Objectives 2020 2021 2022 2023 2024 2025
(Val Rs Lacs) Ach Bud Bud-P Bud-P Bud-P Bud-P
ACILOC-RD 9091 10343 11998 14157 16847 20217

Growth 4 14 16 18 19 20
YPM 1.33 1.51 1.76 2.07 2.47 2.96

High levels plans to achieve YPM growth: Total 62 Drs/FO (25 GP, 15 Rural, 10 CP & 10 Surg + 2 Hygiene)

Current YPM : 187 Boxes, Required YPM : 204 Box, Incremental YPM : 17 Box

• Loyalty Program : 5690 Drs or 10 Drs/FO (ROI : Incremental sales of 5 Boxes/Dr, 10 Drs = 50 Box)

• Mass Promotion : 28450 Drs or 50 Drs/FO (ROI : To maintain existing sales of 187 Boxes i.e. 4 Box/Dr

• Hygiene Manager Drs : 1138 Drs (2/FO) (ROI : Incremental sales of 10 Boxes/Dr, 2 Drs = 20 Box)

• Aciloc Connect2Bharat C2B : 1/FO/Qtr to engage 60 retailers per FO (15/C2B)

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Brand Portrait Wheel to derive ‘SMP’
(Single Minded Proposition)
Features I always feel irritated because my important events Rational
 Small Size Tablet of daily work stucked due to acid reflux  Convenient dosage form
It’s a painful burden which frequently hamper my happiness
 Economical Price  Affordable for patients
 Omeprazole Magnesium  Better symptomatic control
 Widespread retail availability Insights  Better patient compliance
 Line extension of Aciloc  Can be taken before/after food

ESSENCE
Emotional
Personality
 Veg source, convenient for all
Physicians :-
 Anyone can purchase, no cost
Always provide good results burden
Affordable for my patients Single Minded Proposition  No need to search, anywhere I
Patients :- can take
Freedom from Acid Reflux, anytime, anywhere
Confident that it will solve my problem  Well known, Trust, confidence of
assured result
Of Acid reflux
Brand Tagline : Enjoy every moment of life,
anytime, anywhere
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 Inputs plan execution
ROI
Customer FF/ ABM Total Unit cost Frequenc Samples Total ROI/ BOX/ Total
Campaign Frequenc
per FO Count Reach Rs. y Per Dr. Cost Rs.L BOX/Dr VALUE ROI
y

Aatmanirbhar - Hygiene Manager 2 569 1138 13700 1 155.9 10 687 12 938.2

Reliable & Dependable Campaign 50 569 28450 102 11 317.6 2 687 12 4690.8
Loyalty Campaign 10 569 5690 385 10 219.1 10 687 12 4690.8
PSA 1 569 500 10000 1 50.0 10 275 12 165.0
Samples 85 569 48365 2 12 3 82.5 0 1075 12 0.0
Omeprazole Mg. Lit. 50 569 28450 6 7 11.6 0 687 12 0.0
Aciloc RD Total 62 35278 836.7 10319.8

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Activity Monitoring
Response to Initiatives: Loyalty Campaign
Self Observation during Field Work / Feedback from Field
Parameter Action Points (Continue, Modify, Stop)
team
What Worked Increase in No. of BL & RP Continue

What did not work

Response to Initiatives: Reliable & Dependable Campaign

Self Observation during Field Work /
Parameter Action Points (Continue, Modify, Stop)
Feedback from Field team

What Worked Increase in sales with increase No. of Drs Continue

What did not work Start from 2021

Response to Initiatives: Aciloc RD Connect2Bharat Activity

Self Observation during Field Work /
Parameter Action Points (Continue, Modify, Stop)
Feedback from Field team

What Worked Positive growth Continue

What did not work

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Campaign Monitoring : 2021

Loyalty Campaign :-
Weekly Monitoring of coverage & conversion (Internal Rxber Data)

Reliable & Dependable Campaign :-

SMSRC Data & secondary sales

Benefits of Mg Lit.
Internal Rxbers/conversion status

Connect2Bharat Activity
FO wise HQ wise Implementation status

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 Aciloc RD Loyalty Campaign : January’21 : Coverage & Conversion
Coverage By % Coverage Conversion % Conversion
No. of
Zone
customers FO ABM SM FO ABM SM BL RP OP (RP+BL) (RP+BL)
East 1466 1232 505 150 84 34 10 126 522 407 648 44%
RANCHI 251 221 116 28 88 46 11 16 110 62 126 50%
PURNEA 171 152 66 24 89 39 14 4 35 73 39 23%
GUWAHATI 220 192 79 18 87 36 8 6 65 87 71 32%
PATNA 305 272 122 23 89 40 8 4 151 85 155 51%
SILIGURI 101 76 42 12 75 42 12 21 30 24 51 50%
KOLKATA 270 212 69 26 79 26 10 63 98 36 161 60%
BHUBANESHWAR 148 107 11 19 72 7 13 12 33 40 45 30%
West 1707 1402 613 188 82 36 11 110 447 591 557 33%
INDORE 254 226 146 41 89 57 16 15 95 85 110 43%
JAIPUR 153 139 68 23 91 44 15 13 45 39 58 38%
RAIPUR 195 162 97 26 83 50 13 4 46 84 50 26%
AHMEDABAD 253 196 38 20 77 15 8 26 63 69 89 35%
PUNE 320 295 125 27 92 39 8 19 68 167 87 27%
MUMBAI 294 223 82 32 76 28 11 25 84 68 109 37%
BHOPAL 238 161 57 19 68 24 8 8 46 79 54 23%
North 1324 1127 513 180 85 39 14 99 325 418 424 32%
ALLAHABAD 134 123 68 15 92 51 11 12 57 42 69 51%
GHAZIABAD 319 275 177 42 86 55 13 30 58 96 88 28%
LUCKNOW 267 215 62 31 81 23 12 16 36 92 52 19%
DELHI 185 171 87 25 92 47 14 1 75 48 76 41%
CHANDIGARH 180 139 63 27 77 35 15 29 38 41 67 37%
AMBALA 239 204 56 40 85 23 17 11 61 99 72 30%
South 681 487 208 50 72 31 7 101 174 140 275 40%
CHENNAI 203 141 55 3 69 27 1 20 59 38 79 39%
HYDERABAD 135 80 27 59 20 0 3 23 17 26 19%
COCHIN 87 63 14 72 16 0 1 17 29 18 21%
BANGALORE 256 203 112 47 79 44 18 77 75 56 152www.cadilapharma.com
59%
5178 4248 1839 568 82 36 11 436 1468 1556 1904
END OF FILE

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