ALMOTRIP - Copy.pptx - ALM TRIP TAKE OFF By Mahmoud Ezzat AGENDA 1 MISSION 2 MARKET VISION Market Situation Analysis(Value-Units-Rxs SWOT-Analysis 3

ALMOTRIP - Copy.pptx - ALM TRIP TAKE OFF By Mahmoud Ezzat...

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ALM TRIP* TAKE OFF By Mahmoud Ezzat
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AGENDA 1. MISSION 2. MARKET VISION Market Situation Analysis…(Value-Units-Rxs) SWOT-Analysis. 3. STRATEGY Targeting & Segmentation Positioning Promotional message 4. TACTICS Pre-launch Phase Launch Campaign 5. TARGET 6. BUDGET
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MISSION
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Orientation of ALMOTRIP* in the Egyptian market for the First Time with Proper successful Launches. Gain realistic market share ( 25 % till the End of 2011). Minimize time of ROI and generate Profit from ALMOTRIP* on short and long term.
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TRIPTANS MARKET OVERVIEW
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FORM PRICE COMPANY REMARKS IMIGRAN* (Sumatriptan) 50,100 mg Film Coated Tablet -50 mg…2T..16 L.E -100 mg..2T..40 L.E GSK NO-MIGRAIN Z* (Zolmitriptan) 2.5,5 mg Tablet -2.5 mg..2T..18 L.E -5 mg……2T..35 L.E Amoun ZOMIG* (Zolmitriptan) 2.5 mg Tablet -3T….35 L.E Astra Zeneca Launched In 2010 SUMIGRAIN* (Sumatriptan) 25 mg Tablet -2T .... 8 L.E T3A AMIGRAWEST* (Zolmitriptan) 2.5 mg Film Coated Tablet -4T….20 L.E Western Ph.Ind Launched In 2010 RELPAX* (Elytriptan HCL) 40 mg Film Coated Tablet -3T….72 L.E Pfizer Declined In 2011
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TRIPTANS MARKET VALUE MAT 3/09 MAT 3/10 MAT 3/11 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 SALES/MILLIONS
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TIPS Average market growth in last 3 years…. 20% Average annual sales... 3 million L.E Value Market growth could be due to : Increase number of migraine cases. Targeting new specialties ,(CVS ,SURG. & GYN.) Launch of new products with relative high prices ,(ZOMIG & AMIGRAWEST). OTC Campaigns. Improper and fake sales.
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TRIPTANS MARKET UNITS 2009 2010 2011 0 20 40 60 80 100 120 140 160 180 200 UNITS/THOUSANDS
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TIPS Average market growth in last 3 years… 21.5 % Average annual Sales/Units .... 137,000 Unit Logic direct proportion between Units growth and Value growth, Price variations taken in considerations. Migraine market depends mainly on Selling more Units to increase Value profitability. OTC promotion may represent more than 60% of Sales .
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VALUE MARKET SHARE MAT 3/2009 52% 22% 19% 7% IMIGRAN NO-MIGRAIN Z RELPAX SUMIGRAN
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VALUE MARKET SHARE MAT 3/2010 44% 28% 17% 8% 3% IMIGRAN NO-MIGRAIN Z ZOMIG SUMIGRAIN AMIGRAWEST
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VALUE MARKET SHARE MAT 3/2011 34% 29% 26% 7% 4% AMIGRAN NO-MIGRAIN Z ZOMIG AMIGRAWEST SUMIGRAN
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TIPS ZOMIG * ,the newly launched triptan (2010) ,shows significant growth in 2011 in Units and Value.
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