TAM
SAM
SOM
●
TAM
or Total Available Market is the total market demand for a product or service.
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-
Copaxone(Glatiramer acetate) needs an approval for marketing in a country. Teva’s
Copaxone has been looking forward to expand its market across the globe.
●
SAM
or Serviceable Available Market is the segment of the TAM targeted by your
products and services which is within your geographical reach.
-
Glatiramer acetate has been approved for marketing in numerous countries worldwide,
including the
United States
,
Israel
,
Canada
and European countries
. Approval in the U.S.
was obtained in 1997. Glatiramer acetate was approved for marketing in the
U.K.
in
August 2000, and launched in December.
●
SOM
or Serviceable Obtainable Market is the portion of SAM that you can capture.
-
The first approval in a major European market led to approval across the
European
Union
under the
mutual recognition procedure
.
Positioning Statement
Tagline:
“Live your life; We make quality healthcare accessible around the world”
Teva is the largest generic manufacturing company. They specialize in development,
manufacturing & marketing of branded and generic products
Many in the relapsing MS community have trusted in Teva's Copaxone since its
approval in 1996. This trust has been built on its proven effectiveness and demonstrated safety
profile across 5 clinical studies. You can count on the proven clinical profile of Teva's
Copaxone.
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5 levels of product (copaxone):-
1.
Core benefit- Need
for reduction of the frequency of relapses in patients with Relapsing-
Remitting Multiple Sclerosis (RRMS), including patients who have experienced a first
clinical episode and have MRI features consistent with multiple sclerosis.
2.
Generic Product-
glatiramer acetate, It is a mixture of random-sized peptides that are
composed of the four
amino acids
found in
myelin basic protein
, namely
glutamic acid
,
lysine
,
alanine
, and
tyrosine
.
3.
Expected Product -Used to reduce the frequency of relapses in patients with relapsing-
remitting MS. It is also for use in individuals who have experienced a first clinical
episode (clinically-isolated syndrome) and have MRI features that are consistent with
multiple sclerosis.
4.
Augmented Product -
First-line treatment with
Copaxone (glatiramer acetate)
benefits
relapsing-remitting multiple sclerosis (
RRMS
) patients by boosting the number of anti-
inflammatory immune cells and restoring the balance of regulatory immune cells, an
Italian study showed
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5.
Potential Product -
Copaxone’s original patent has already expired, but Teva has
preserved sales by switching patients to a more-convenient larger dose. The drug’s
longevity has made for a steady stream of high-margin revenue. Copaxone contributed
about 20% of Teva’s revenue in the latest quarter, and an estimated 42% of its profit in
2016
DISTRIBUTION CHANNEL
TEVA’s sales organization consists of the Teva Generics group and the Teva Health
Systems group. The Teva Generics sales force calls on purchasing agents for chain drug stores,
