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TAM SAM SOM●TAMor Total Available Market is the total market demand for a product or service.19
-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.●SAMor 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, Canadaand 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.●SOMor 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 Unionunder the mutual recognition procedure.Positioning StatementTagline:“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 productsMany 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.20
5 levels of product (copaxone):-1.Core benefit- Needfor 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 acidsfound 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 showed21
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 2016DISTRIBUTION CHANNELTEVA’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,