OLISET 20

BRAND PLAN

ATUL PRAJAPATI
PHM-17-19
 Executive Summary
 Brand Name - OLISET
 Molecule - OLMESARTAN
 Tablet – 20 mg tablet
 Brand vision – To be brand leader by 2030
 Brand Mission – To be a 20 Crs brand by 2022
 Brand objective in 2018-19 – 12 Crs
 Target Doctors – Cardio, Diabeto, CP and GP’s
 Total market for OLMESARTAN is Rs 261.16 Cr
 Market growth – 17% growth
 Brand Strategy – To convert the prescriber of competitor brand to
Oliset as it completely and rapidly hydrolyzed to the active acid form
 Projected marketing expenses - 50 Lakhs
 Gross Profit Net of Marketing Expenses – 1.5 Cr
 Disease & Market definition
1. Relaxing blood vessels : A long-term medical
condition in which the blood pressure in
the arteries is persistently elevated

2 Diabetic nephropathy :There is gradual loss

of kidney function over a period of months or years.
Diagnosis is generally by blood tests to measure
the glomerular filtration rate and urine tests to
measure albumin

3 Congestive heart failure

 Epidemiology
 Trigger factors:

1.Age- Most of the studies have included population above the age of 18 years or older
who is affecting from this disease.

2. Dietary Factors-Too high in salt consumption, as well as calories,

saturated and trans fat and sugar, carries an additional risk of high
blood pressure

3. Smoking/Alcohol- May trigger the high blood pressure

4. Working condtion
 OLMESARTAN Profile

1. Indication:
• High blood pressure

• Risk of stroke/ heart failure

• Kidney failure

• Stroke
 Mechanism of high blood pressure

Severe decrease blood flow to brain

Cerebral hypoxia

Vasomotor centre stimulated – causes powerful

vasoconstriction
( INCREASE SYMPATHETIC DISCHARGE –
Norepinephrine)

Increase blood pressure & blood flow

 Mechanism of Action- Angiotensin II
receptor antagonist
Block the activation of angiotensin II
AT1 receptors

Directly causes vasodilation

Reduces secretion of vasopressin, and
reduces production and secretion
of aldosterone

Combined effect reduces blood pressure

 Dosage and Administration

Indication Dose (mg) Duration

HIGH BLOOD 20 OD
PRESSURE
HIGH BLOOD 40 OD
PRESSURE
RENAL IMPAIRMENT 20 OD
HEPATIC IMPAIRMENT 20 OD
 Olmesartan Profile
Side effect:
• Dizziness
• Headache
• Abdominal pain
• Dyspepsia
• Diarrhoea
Precautions:
• Efficacy and safety in pediatric patents and in pregnant
women and nursing mother have not been established
 SWOT Analysis

STRENGTHS AND OPPORTUNITIES

WEAKNESSES AND THREATS

• Management of HBP is great • Increase the pack size form 10

• Effective mono therapy to 15 per strip
• Company with well trained • Combinations can be made
workforce • High market value

• Can’t be given in pregnancy & • More competitors

Lactating females
• Diffetrent molecules for
• In paediatric patients is not
approved(use only in above 12 yr indications
age)
 Contraindication and Administration and side effects

• Not used in Pregnancy-fetal malformations for pregnant

women

• For treatment with olmesartan include biliary obstruction

• May decrease glomerular filtration w/ NSAIDs which can

cause acute renal failure
 Market analysis

4/11/2018 12
 Competitive Analysis
1) In Terms of Molecules / All ARB’s:
• Biological half-life
ARB is its biological half-life

Olmesartan 14-16hrs

Irbesartan 11-13 hrs

Azilsartan 11 hrs

Fimasartan 7-11 hrs

Valsartan 6 hrs
 Market Opportunity

Olmesartan market is a 261.16 Crs market and is

growing at 17% .

AWACS Aug17
 Competitive Analysis
MAT MAT
Unit MAT MAT
UNIT UNIT Val Gth
SKU COMPANY PACK MRP PTS Gth VAL VAL
AUG AUG (%)
(%) AUG 16 AUG 17
16 17

OLMEZEST 40 MG TABLET 10 SUN PHARMA 10 158 101.57 1894 2071 9 21.97 24.86 13

OLMEZEST 20 MG TABLET 10 SUN PHARMA 10 90 57.86 3178 3451 9 20.85 23.61 13

OLMESAR 20 MG TABLET 10 MACLEODS 10 95 61.07 2660 2942 11 17.65 20.95 19

OLMESAR 40 MG TABLET 10 MACLEODS 10 163 104.79 1345 1546 15 15.31 18.73 22

OLMAT 40 MG TABLET 10 MICRO 10 155.32 99.85 548 806 47 6.79 10.23 51
OLMAT 20 MG TABLET 10 MICRO 10 87.89 56.5 1179 1490 26 7.71 10.15 32
ERIS LIFE
OLISET 20 MG TABLET 10 SCIENCES PVT 10 79.86 51.34 1447 1543 7 7.95 9.12 15
OLMY 20 MG TABLET 10 ZYDUS CADILA 10 106.2 68.27 1011 1054 4 8.26 8.66 5

OLVANCE 40 MG TABLET 10 RANBAXY 10 163 104.79 627 693 10 7.84 8.59 10

PINOM 20 MG TABLET 15 LUPIN LTD 15 122 78.43 882 943 7 7.49 8.42 12

OLKEM 40 MG TABLET 15 ALKEM 15 245 157.5 141 436 208 2.40 7.94 230

OLVANCE 20 MG TABLET 10 RANBAXY 10 96.5 62.04 965 1073 11 7.15 7.87 10

OLMIN 40 MG TABLET 10 ERIS LIFE 10 158 101.57 1894 2071 9

AWACS
21.97
24.86
Aug17
13
TOTAL 27363 30364 17 221.51 261.16 23
 BRAND STRATEGY

4/11/2018 16
 Brand Name

OLISET 20

Olmesartan medoxomil 20 mg Tabs

 Brand Pack

OLISET 20
Olmesartan medoxomil 20 mg Tabs

MRP – Rs 80/strip of 10 tablets

10 Tablets
 Brand USP

OLISET 20
Olmesartan medoxomil 20 mg Tabs

The ester prodrug, completely and rapidly hydrolyzed to the active acid form
 Vision and Mission

To be a brand leader in the Olmesartan

Vision market by 2030

Mission To achieve 15 Cr by 2021

 Objectives for The Year 20181-19

• To be perceived as a Effective Therapy for

Qualitative the treatment of Hypertension

Quantitative • To achieve 12Crs in the year 2018-19

 Indications Focus

Hypertension: High Blood Pressure

Renal impairment :
 SEGMENTATION
Among many Prescribes of Olmesartan following criteria
Are applied for the selection of DRs segment

1. Specialty- Cardiologist, Dibetologist, Consulting

physician, GP’s
2. Geographical- Urban/Extra Urban/Rural
4. Existing prescribers of Olmisartan or non-
prescribers
5. Practise- Drs of 30 to 50 yrs or above 50 yrs
6. Patients starting from 18 yr to 60+
 Target customers

Cardiology, diabetologist, Consulting physician, GP’s

in Urban and Extra Urban and rural markets who
are existing prescribers of Olmisartan in the age
group of 30 to 50 yrs with and have been practicing
for more than 3yr
 POSITIONING

To control High Blood Pressure

To SET it all
 Brand Strategy

To convert the prescribers of competitor brands by highlighting the

advantages of it is completely and rapidly hydrolyzed to the active acid
form through various print inputs and CMEs and Doctor group meetings

4/11/2018 26
 COMMUNICATION HIGHLIGHTS

• USP of rapidly hydrolyzing to the active acid form

• First line in hypertension
• Longer half-life
• Long duration Action(14 -16 hr)
• Quality Brand at affordable price
• Increases patient compliance
• OD dosing

4/11/2018 27
 COMMUNICATION STRATEGY

To communicate the advantages of Oliset to rapidly hydrolyzing to the

active acid through various creative inputs including print, CMEs and
through special campaigns

4/11/2018 28
 Central Theme

To set it all with OLISET

 Mnemonic
To set it all with OLISET
 PAY OFF LINE

All is set with OLISET

BRAND SUPPORT LINE

Oliset which completely and rapidly hydrolyzes
to the active acid form
To control High Blood Pressure
To set it all…

OLISET 20
Olmesartan medoxomil 20 mg Tabs
Controls high blood pressure
Ester prodrug, it is completely and rapidly hydrolyzed to the active acid form
 Biological half life of more than 14 hours
OLISET 20

In hypertension

OLISET 20 Completely and rapidly hydrolyzed to the active acid form

 Pre – Launch Teasers

Heavy heart beat Happy heart

Its not OK for all things to HIGH…

… something's it should be controled
 Pre – Launch Teasers

Endless Love
Its not OK for all things to HIGH…
… something's it should be controled
 Prelaunch Awareness Surveys

ABR? Which? why? better if? Cost benefit concept?

Which cases? Competitor perception?
• 5 min paper-less questioner + chemist feedback
 Tactics
1) Doctor activity:
- Event: Blood pressure checkup camps
- Education camps
- FDA approved badge (as promotional tool)
- VIP visit ( 3 visit/Month)
2) Field force activity:
- Monthly meeting
- Attractive incentive plan
3) Chemist activity:
- Bonus plan
Promotional Input

Educational
material
 Sales Projections
MRP Rs.80/- PTS Rs.51/-

Apr'18 May'18 Jun'18 Jul'18 Aug'18 Sept'18 Oct'18 Nov'18 Dec'18 Jan'19 Feb'19 Mar'19 Total
Units 240000 245000 240000 230000 240000 230000 220000 240000 245000 245000 240000 243000 2858000
Value in Lakhs 84 85.75 84 80.5 84 80.5 77 84 85.75 85.75 84 85.05 1000
% Contn to
annual sales 8.4 8.57 8.4 8.05 8.4 8.05 7.7 8.4 8.57 8.57 8.4 8.5 100
proj.
 Promotogram
Apr- Sep’19

Input April May Jun Jul Aug Sep

BP Yes YES YES
CHECKUP
HYPERTEN YES
SION DAY
POSTERS YES YES
Scientific Yes YES
Literature
Pen Yes Yes Yes
 Promotional Expenses

Promotional Cost as
% to Sales Projected
Expense calculated
Sampling 675000 3.38
Gift 391300 1.96
Print 1015000 5.08
CMEs/DGMs 1000000 5.00
Meetings 630000 3.15
CRM 680000 3.40
Bonus Schemes 200000 1.00
Incentives 400000 2.00
TOTAL
EXPENSES 49,91,300 24.96
Sales Projected 20000000
 Brand P&L

Brand P&L OLISET

Sales Proj. (Rs.) 2.5 Crs
Less Cost Of Goods(COG) 50 L
Gross Margin (Rs.) 2 Cr
Less Advt & Promo (A&P)
(15% of sales) 37.45 Lakh
Less Distribution Expenses
(5% of sales) 12.5 Lakh
Gross Profit Before Tax
(PBT) 1.5 Cr