Report Market Research

Report Market Research

Team: MARLENT

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2013

Plan summary:
Company profile:
o Vision
o Mission
Medical over view:
o Causes
o Risk factors
o Sign & Symptoms
o Acid reflux syndrome

Product knowledge:
o Drug info.
o Swot (strength ,weakness ,opportunity ,threat)
o Ansoff Matrix
o Competitor analysis
o Market analysis
o PlS (product life cycle)
o STP (segmentation, targeting, positioning)
o 4Ps (product, place, promotion, price)

Time frame

Budget

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Mission and vision:

Mission: losec is the first known effective omeprazole ppi drug that will put an end to
various gastric acid related disorders from ulcers and GERD.
Vision: We move towards our goal of being one of the first 10 drugs that have highest
market share in antiulcer market through effective promotion plans within a year.

Medical information:
Stomach acid is produced in the stomach as a normal part of the digestive process.
Normally the linings of the stomach and duodenum (an area of the intestine directly
after the stomach) are protected by a layer that resists acid attack. However, if this
layer is damaged, or large amounts of stomach acid are formed, an ulcer can develop
on the lining of the stomach or duodenum. This is called a peptic ulcer.

GERD:

At the entrance to your stomach is a valve, which is a ring of muscle called the lower
esophageal sphincter (LES). Normally, the LES closes as soon as food passes through
it. If the LES doesn't close all the way or if it opens too often, acid produced by your
stomach can move up into your esophagus. This can cause symptoms such as a
burning chest pain called heartburn. If acid reflux symptoms happen more than twice
a week, you have acid reflux disease, also known as gastroesophageal reflux disease
(GERD)

Causes of Gerd:

One common cause of acid reflux disease is a stomach abnormality called a hiatal
hernia. This occurs when the upper part of the stomach and LES move above the
diaphragm, a muscle that separates your stomach from your chest. Normally, the
diaphragm helps keep acid in our stomach. But if you have a hiatal hernia, acid can
move up into your esophagus and cause symptoms of acid reflux disease.

These are other common risk factors for acid reflux disease:

Eating large meals or lying down right after a meal

Being overweight or obese
Eating a heavy meal and lying on your back or bending over at the waist
Snacking close to bedtime
Eating certain foods, such as citrus, tomato, chocolate, mint, garlic, onions, or spicy
or fatty foods
Drinking certain beverages, such as alcohol, carbonated drinks, coffee, or tea
Smoking
Being pregnant
Taking aspirin, ibuprofen, certain muscle relaxers, or blood pressure medications

Acid Reflux (GERD) Symptoms:

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Persistent heartburn is the most common symptom of GERD.

Heartburn is a burning pain in the center of the chest, behind the breastbone. It often
starts in the upper abdomen and spreads up into the neck or throat .
The pain can last as long as 2 hours .
Heartburn is usually worse after eating .
Lying down or bending over can bring on heartburn or make it worse .
The pain usually does not start or get worse with physical activity .
Heartburn is sometimes referred to as acid indigestion .
Not everyone with GERD has heartburn.

Other symptoms of GERD include the following:

Regurgitation of bitter acid up into the throat while sleeping or bending over
Bitter taste in the mouth
Persistent dry cough
Hoarseness (especially in the morning )
Feeling of tightness in the throat, as if a piece of food is stuck there
Wheezing
The most common symptoms in children and infants are repeated vomiting, coughing,
and other respiratory problems.

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Product knowledge:
Brand name for:
Omeprazole

Dose:
20 mg once daily for 4-8 weeks
Indications:
Short-term (4-8 weeks) treatment of active duodenal ulcer disease or active
benign gastric ulcer; treatment of heartburn and other symptoms associated
with gastroesophageal reflux disease (GERD); short-term (4-8 weeks)
treatment of endoscopically-diagnosed erosive esophagitis; maintenance
healing of erosive esophagitis; long-term treatment of pathological
hypersecretory conditions (eg, Zollinger-Ellison syndrome); as part of a
multidrug regimen for H. pylori eradication to reduce the risk of duodenal ulcer
recurrence
Pharmacodynamics/Kinetics

Onset of action: Antisecretory: ~1 hour

Peak effect: Within 2 hours

Duration: Up to 72 hours; 50% of maximum effect at 24 hours; after

stopping treatment, secretory activity gradually returns over 3-5 days

Absorption: Rapid

Protein binding: ~95%

Metabolism: Hepatic via CYP2C19 primarily and (to a lesser extent) via
3A4 to hydroxy, desmethyl, and sulfone metabolites (all inactive);
saturable first-pass effect

Bioavailability: Oral: ~30% to 40%; Hepatic dysfunction: ~100%; Asians:

AUC increased up to fourfold compared to Caucasians

Half-life elimination: 0.5-1 hour; hepatic impairment: ~3 hours

Time to peak, plasma: 0.5-3.5 hours

Excretion: Urine (~77% as metabolites, very small amount as unchanged

drug); feces

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Warnings/Precautions:
Atrophic gastritis: Long-term omeprazole therapy has caused atrophic
gastritis (identified by biopsy).
Carcinoma: In long-term (2-year) studies in rats, omeprazole produced a
dose-related increase in gastric carcinoid tumors. While available endoscopic
evaluations and histologic examinations of biopsy specimens from human
stomachs have not detected a risk from short-term exposure to omeprazole,
further human data on the effect of sustained hypochlorhydria and
hypergastrinemia are needed to rule out the possibility of an increased risk for
the development of tumors in humans receiving long-term therapy.
Clostridium difficile-associated diarrhea (CDAD): Use of proton pump
inhibitors (PPIs) may increase risk of CDAD, especially in hospitalized
patients; consider CDAD diagnosis in patients with persistent diarrhea that
does not improve. Use the lowest dose and shortest duration of PPI therapy
appropriate for the condition being treated.
Fractures: Increased incidence of osteoporosis-related bone fractures of the
hip, spine, or wrist may occur with proton pump inhibitor (PPI) therapy.
Patients on high-dose (multiple daily doses) or long-term (1 year) therapy
should be monitored. Use the lowest effective dose for the shortest duration of
time, use vitamin D and calcium supplementation, and follow appropriate
guidelines to reduce risk of fractures in patients at risk.
Hypomagnesemia: Reported rarely, usually with prolonged PPI use of >3
months (most cases >1 year of therapy). May be symptomatic or asymptomatic;
severe cases may cause tetany, seizures, and cardiac arrhythmias. Consider
obtaining serum magnesium concentrations prior to beginning long-term
therapy, especially if taking concomitant digoxin, diuretics, or other drugs
known to cause hypomagnesemia; and periodically thereafter.
Hypomagnesemia may be corrected by magnesium supplementation, although
discontinuation of omeprazole may be necessary; magnesium levels typically
return to normal within 1 week of stopping.
Disease-related concerns:
Gastric malignancy: Relief of symptoms does not preclude the presence of a
gastric malignancy.
Gastrointestinal infection (eg, Salmonella, Campylobacter): Use of proton
pump inhibitors may increase risk of these infections.
Hepatic impairment: Bioavailability may be increased in patients with hepatic
dysfunction; consider dosage reductions, especially for maintenance healing of
erosive esophagitis.
Special populations:
Asian ethnicity: Bioavailability may be increased in patients of Asian descent;
consider dosage reductions, especially for maintenance healing of erosive
esophagitis.
Elderly: Bioavailability may be increased in the elderly.
Other warnings/precautions:

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Appropriate use: Helicobacter pylori eradication: Short-term combination

therapy (7 days) has been associated with a higher incidence of treatment
failure. The American College of Gastroenterology recommends 10-14 days of
therapy (triple or quadruple) for eradication of H. pylori (Chey, 2007).
Laboratory test interference: Serum chromogranin A (CgA) levels increase
secondary to drug-induced decreases in gastric acid; May cause false positive
results in diagnostic investigations for neuroendocrine tumors. Stop
omeprazole treatment temporarily before CgA test; If CgA level high repeat to
confirm. Use same commercial lab for testing to prevent variable results.
Self-medication (OTC use): When used for self-medication (OTC), do not use
for >14 days; treatment should not be repeated more often than every 4 months.

Pregnancy Considerations:
Adverse events were observed in some animal reproduction studies. Based on
data collected by the Teratogen Information System (TERIS), it was concluded
that therapeutic doses used during pregnancy would be unlikely to pose a
substantial teratogenic risk (quantity/quality of data: fair). Because the
possibility of harm still exists, the manufacturer recommends use during
pregnancy only if the potential benefit to the mother outweighs the possible
risk to the fetus.
Lactation:
Enters breast milk/not recommended
Breast-Feeding Considerations
Following administration of omeprazole 20 mg, peak concentrations detected
in the breast milk were <7% of the maternal serum concentration.

Swot analysis:

(S)

(w)

One dose per day

Effective active constituent
omeprazole
Multinational company
Affordable price
Effective in 7 days
Low side effects
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No promotion
No bonus
Expired not taken
Active const. on hepatic people is
harmful
Side effect on pregnant women

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(O)

2013

(T)

Life style (fast food, stress and

smoking)
Doctors trust AstraZeneca as a
multinational company
Applying technology in marketing
Taking the market share of controlloc
20 as it is not available in the market

Competition with low cost and

highly effective
Economic status
Decrease knowledge of people
about GERD which leads to use
only Antacids

Ansoff Matrix:-

Losec is in market penetration as it is existing product in existing market, if we need

to increase market share of losec achieve four main objectives:

Maintain or increase the market share of current products, this can be achieved by
a combination of competitive pricing strategies, advertising and sales promotion.
Introduce a loyality scheme
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Increase your sales force activity

Educate customers: It may be valuable to launch a promotional campaign that
informs customers of the features, benefits or even just the availability of your
product or service. Many times people are simply are unaware of your product or
service and how it is relevant to their situation.
Make it easy to buy: Increase the customers ability to buy through increasing
access to credit.
Broaden distribution: Convenience, such as making a product available in more
locations or altering when your service is available, may be a catalyst for sales.
Generate referrals: It is possible to leverage the relationship with an existing
customer to inspire referrals. This materializes differently in each industry, as the
purchase process and motivating factors will vary. As a simple example, consider
a health club that offers its members an entry in a draw for a spa-weekend
vacation for each referral.
Altering product usage: A simple change to a product, such as incorporating
smaller sizes for more convenient or novel uses, may inspire additional purchases.

Audience Analysis:
Targeted audience:
1-Physicians
2-Patients
1-Physicians: Physicians are one of the main audience that should be targeted as
they are the authorized prescriber who could prescribe losec.
Targeted physicians :
1-oncologist
2-Bone specialist
3-genral Practitioner
4-gyncolagist
Targeting methods:
1- Medical Representatives
2-Confrences
2- patients: they will be targeted as losec is authorized as an OTC product both
males and females will be targeted equally.

Segments selected :
Middle class
Smokers
patients suffer from chronic diseases as HTN w bone disorders
age range from 40-60 and above

Targeting methods:
1-promotional campaigns
2-advertisement
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DRUG NAME

2013
ACTIVE
CONISTITUENT

DOSAGE
FORM

H2-Blocker

Ranitdine

Tablet
and amp.

20 LE

PPI

Pantoprazol

Tablet

90LE

RANI

H2-Blocker

Ranitdine

Effervesc
ence

4.5LE

ANTODINE

H2-Blocker

Famotidine

TAB

9LE

Constipation
, insomnia

NAPIZOLE

PPI

Omeprazole

TAB

21LE

Hairloss
Diarrhoea

NEXIUM

PPI

Esomeprazol

TAB

73LE

Constipation
muscle pain

ANTOPRAL

PPI

Pantoprazloe

TAB

17.5LE

Diarrhea
Headach

PARIET

PPI

Rabeprazole

TAB

32.5LE

Rash mouth
sores

PEPZOL

PPI

Pantoprazole

TAB

16LE

Rashes
weight
changes

H2-Blocker

Ranitdine

TAB

12

PPI

Pantoprazole

TAB

25

OMEPAK

PPI

Omeprazole

TAB

16.5

OMEZ

PPI

Omeprazole

CAP

13.5

PANTAZOL

PPI

pantoprazole

TAB

25

PPI

Omeprazole

CAP

42.5

PPI

Omeprazole

CAP

42

PPI with
Antibiotic

Omeprazole

CAP

60

rabeprazole

tab

21

ZANTAC

CONTROLOC

RANITIDINE
PANTOLOC

GASTRAZOLE
GASTROLOC

HELI-CURE

BEPRA

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CLASS

PPI

PRICE

SIDE
EFFECTS
Constipation
,headach,mu
sle pain
Blurred
Vision
constipation
Constipation
, insomnia.

Nausea
abdominal
pain

Blurred
vision
Diarreha
Constipation
Vomiting
Constipation
blurred
vision weight
loss
Tongue sore
nausea
diarreha
INCREASE
LEVELS OF
WARFARIN

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ACILOC

PPI

Omeprazole

TAB

Weight loss

GASEC 20

PPI

Omeprazole

CAP

22

RANITAK

H2-Blocker

Ranitidine

TAB

14

Constipation
nausea
vertigo
Dizziness
Bradycardia

RISEK

PPI

Omeprazole
20mg

CAP

40

HEALSEC

PPI

Omeprazole
20mg

CAP

12

RANTIDOL

H2-Blocker

Ranitidine

TAB

9.5

PEPTAZOL

PPI

Pantoprazole

CAP

45

OMEPRAL

PPI

Omeprazole

TAB

21

ESTOHALT

PPI

Omeprazole

TAB

22

PERLOC

PPI

Pantoprazole

TAB

17.5

IDIZOLE

PPI

Omeprazole

TAB

16

Prostaglandi
ne

Rebamipide

TAB

30

PPI

Rabeprazole

TAB

40

H2-Blocker

Famotidine

TAB

9.35

Constipation
skin rashes

EZOGAST

PPI

Esomeprazole

TAB

40

FASTCURE

PPI

Omeprazole

CAP

30

Constipation
weight loss
nausea
Abdominal
pain

TRIO-CLAR

PPI and
Antibiotic

Omeprazole

CAP

105

H2-Blocker

Famotidine

TAB

10.35

MUCOSTA

RABICID
GASTRODOMINA

FAMOTIN

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Nausea
constipation
weight loss
Hair loss
insomnia
Diarreha
nausea
dizziness
Nausea
Diarreha
abdominal
pain
Weight loss
Constination
abdominal
pain
Nausea
Vomiting
Skin Rashes
Weight loss
Hair loss
Breathing
difficulty
low BP
Dry mouth
sore throat

Diarreha
abdominal
pain

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We can compete with:

Zantak: as losec has greater healing effect than zantak

Controloc: the price of controloc is very high if compared with losec
Estohalt: as losec is the first ppi and from Astrazenica
Perloc: losec is the first PPi and perloc caus skin rashes that make patient
less compliance to the drug.
Idizole: it is side effect especially hair loss make people not compliance to
the drug.
Mucosta: losec is more effective in healing and mucosta can't be used with
pepol suffer from heart and respiratory diseases.
Rabicid: high price and cause dry mouth that decrease it is compliance.
Gastrodomina: losec has agreat effect in healing not to stop hurt burn for
short time and gastrodomina cause skin rash.
Ezogast: it is price is very high if compered with losec.
Fastcure: losec is first omeprazole and from Astrazenica.
Trio-Clar: it has very high price.
Famotin: losec is more effective in healing

Product life cycle:

Losec in the decline phase.

Also losec is first PPI in antiulcer market and achieve high market share
(100%) but it is now reach decline phase and it is market share become 0.5 %
because of lake of promotion.

Segmentation and targeting:

Geographic segmentation:

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We will target doctors in Cairo mainly class A,B,C doctors in areas like
masr el gededa, nasr city, el maady, el tagamoo Al kames . .

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Demographic segmentation:
Age:
Under 6

Male

6-11

12-19

20-34
35-49
50-65
65 and over
As it is mentioned in our market research that
patients who suffer from heartburn are mainly
from 20 to 65 and over.

Gender:
Female

Both male and female suffer from heartburn but male are little more.

Income:

Class A

Class B

Class C

Class D

As the price of the drug will be affordable for these classes.

Education:

Highly educated
Moderate educated
As they when suffer from heartburn will visit doctors
but low educated will not.

Low educated

Generation:

Baby

youth
As they eating many fast
foods and heavier smoking
and they are main causes
of heartburn.

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Elder
Elder always suffer from
peptic ulcer and GERD
that mainly cause
heartburn.

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Psychographic segmentation:

Lifestyle:

Achievers
I will target achievers also but
less than strikers because of
their good income and because
losec have a long action dose
and in the tablet form ,since
this social class members need
a prolonged effect drug to be
able to do their daily tasks so
losec will be their preferable
choice .

Strikers
my target mainly will be Strikers because
they are always under stress which cause
ulcer directly also stress lead to smoking
cigarettes that is considered o of the
main causes of Ulcer .strikers are people
who struggle in their life they may work
for more than 8 hrs daily so they deal
with junk food more than any other
social class that will lead to ulcers ,also
those people care about their health very
much so they need an effective drug to
cure them as soon as possible to be able
to complete their work that makes losec
is their best choice .finally losec is
consider affordable to this class of the
society that have moderate income .

Survivors

Social class:

Lower
lowers

Upper
lowers

Working
class

Middle
class

Upper
middles

Lower
uppers

Upper
uppers

As the price of the drug will be affordable for these classes.

Behavioral Segmentation:
I. Occasion:
1-Ramadan: - Thats because all people eat a lot of food in small time interval which easily
may cause heartburn &gerd.
2-Sham El-Neseem: - Because people eat very salty food which for sure can cause heartburn easily.
3-El-Syam El-Kber (Christian occasion):
-

Because Christians at this time eat a lot of oily food which also can cause a
heartburn.

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II-Benefits:
Quality

Economy

Service

Convince

Its one of the

highest quality
omeprazole
effectiveness
drug

Speed
Well
target this one
thats because
losec has a
special
property
which is one
dose given
form.

- And Overall the benefits depend on the doctor more

than the drug itself as :IV-

Some doctors prescribe an expensive drug to increase his income or to earn

patients trust or because his area for high-class people.

2- A doctor needs to prescribe a very highly effective drug.

III- User Status:

Non-user

Ex-user

Potential user

First time user

It is easy to target
him because he has
an idea about losec
and its effective
dosage.

As it's a large market

segment who could
be loyal users of
losec

Well target him

because it is easy to
earn his trust and that
does will benefit me
in the future.

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Regular user

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IV- User Rate:

Low

Medium
We should also target the
medium to not lose a
valuable market share of
the medium patients (
patients that dont have a
chronic case but take
peptic ulcer drugs) also

High
This one will be targeted
by a lot of other companies
so we must cover this
category of people to
benefit us in the future and
to compete the other
products

V- Loyalty:
Low

Medium

High

Try to establish a loyality

bond with the low loyal
doctors/patients to increase
our drug reputation among
people

To strengthen his loyalty.

To keep the loyality bond

with doctors and patients

Selecting Target Market Segments

Undifferentiated
Marketing (Mass
Marketing )

Differentiated
Marketing
(Segmented
Marketing)

Concentrated
Marketing
(Niche
Marketing)

Micromarketing
( Local or
individual
marketing )

We choose the differentiated marketing or segmented marketing because

LOSEC is produced in two different dosage forms which are:

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Tablets

Intravenous

1-easliy taken by most of the patients (conventional

route of administration).

1-Patients in coma.
2- Patients in ICU.

2-easliy to be carried by patients.

3-patients who suffer from difficulty in swallowing.
3-more preferable for patients who dont like
injections (decrease patient compliance).

4- Gives rapid action.

4-Decrase risk of loss drug during injections

accidently.

5- Patient who suffer from GIT problems like

intestinal or stomach cancer.

5- Save more time than intravenous.

6- Patients who undergoes chemotherapy.

6-Used for acute cases.

7-When oral route is prohibited like sever mouth

ulcer, gum diseases and oral cancer.

7-Used for mild cases.

Choosing a targeting Strategy:

Differentiated Marketing (Segmented Marketing).)

Competitive Advantage of losec :

Markets available to compete in:

H2 Blockers Market

Proton pump inhibitor (PPI)

In H2-Blockers market :
Advantage :
Losec is a differentiated product of superior quality in healing
ulcers or heart burn in comparison with any of other H-2 blockers
IN PPI Market :
Advantage :
Losec will compete in this market with it is low price and it is the first PPI
in the market (well known)

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Differentiation and Positioning

1st we choose to target the antiulcer market as AstraZeneca already have NEXIUM in
the PPI market and its share is good and remarkable so by choosing all the antiulcer
market we increase the company's share in both markets ( NEXIUM in the PPI &
LOSEC in the antiulcer Market)

the competitive advantages for LOSEC:- The only product that has the complete HEALING effect concerning ulcers.
- The original PPI from AstraZeneca
- The complete course 3 months.
-Symptoms get relieved after 2 months.
-Suitable price.

Choosing the Right Competitive Advantages:- we choose the HEALING effect of LOSEC as it is the most effective
advantages against other product and LOSEC is unique in that.

In order to be sure of our choice LOSEC should satisfy the

following criteria:
-Important: it is concerned with the complete relieve of heartburns.
-Distinctive: LOSEC is the ONLY product that has superior healing power in gastric
& duodenal ulcers.
-Superior: the Healing power is superior as no other drug can heal the ulcer
completely.
-Communicable: LOSEC ensure for the patients, the healing of the ulcer and avoid
the recurrent again.
-preemptive: competitors cannot easily heal the ulcer completely as they will need to
change in the composition of the product.
-Affordable: LOSEC has suitable price that everyone can afford.
Profitable: the profit of the benefit (healing power) that losec offers, is achieved in its
price.

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LOSEC value proposition:More for More ( as losec gives the patient more benefit (healing power of the ulcers)
but at the same time for the more price in comparison to the competitors)

Recommendations:
1-Instead of manufacturing losec in a drug bottle the company may use tablet stips
which will cost less and so the company mau use the difference in production money
in decreasing the drug price in market
2- use other dosage forms like effervescence with lower price
3-Promotions and campaigns
4- Increase losec 40mg in the market to compete with controlloc 40
5- Increase losec 20mg to be able to take the market share of controlloc 20 as its not
available these days
6-develop a 14 tablet package with suitable price to last for a longer period with
customer
Developing a position statement:To (peptic ulcer patients)....... LOSEC is the first Proton Pump Inhibitor developed
that has superior healing power in gastric & duodenal ulcers permanently with

Single minded message:Losec = "You can really taste the comfort".

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4PS:
1. Product:

o Core :First genuine proton pump inhibitor ( PPI ) for heartburn and ulcer
treatment
Actual product: Features: Plastic container
Contains 7 cabsules
1 tablet per day under normal conditions
Package lasts for 7 days

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Quality level: Losec is moderate in PPI class but has superior activity in H2
blocker class

Brand name: Losec

Augemented Product: After sale service: Return 25% of expired product
Give bonus ( with each 6 packs 1 losec pack for free )
Follow up with doctors and pharmacist every month to take
feedback about product
Delivery and credit:Check the avalibilty of the product in the market and pharmacist

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These are the prototypes and sketches of the brand and brochures:Brand:-

Package:-

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Prochures:-

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2. Promotion:
Ramadan campaign :- During the holy month of Ramadan people tend t eat a lot
at Al-eftar so this may be one of the reasons they can have GERD die to large
quantity of food eaten during this period
Easter campaign :- people tend to eat salty food and food containing a lot of
citrus juice which may cause acid reflux and GERD
El seam el keeper campaign:- Christians will be eating a lot of food containing
plant oils before ( el seam el keeper ) which is also a reason and cause for GERD
Drs Campaign: at the start of the year we will establish a DRs Campaign to
describe the new market plain and how we tend to make our drug one of the top
10 antiulcer drug in the market and the drug features.

Drs conferences:- at the start of the year we will establish a DRs conference to
talk about losec features and how it is efficacy and it is low price
Pharmacy campaign:- Its also important to do a pharmacy campaign in order to
keep the pharmacist and any customer entering the pharmacy up to date with our
drug
News paper advertisement :- people tend to read the newspaper every morning
so it will be a good way to advertise our drug
Medical reps:- this will be through out the year to keep the pharmacist and drs up
to date with our drug and its action
Speaker meeting:- It will be as a way to encouraging the doctors and pharmacists
in our company by giving them a speaker meeting containing all the informations
and knowledge behind our drug
Cycle meeting:- At the end of the year as a way of conclusion to our profit and
our market status
Marathon advertisement :- to encourage people to join an activity and we can
give them some hints abt our product in a fun day
Offer pharmacies to make the theme of billboard the losec package:- so that the
drug package and name will be in the streets infront of the eyes of any customer or
people in the streets
Tv advertisement during Ramadan:- so people can have knowledge about the
drug during their eftar and during Ramadan.
Facebook & twitter groups and games: to increase awareness about GERD and
how losec is effective with low price.

3- Price:
market growth:

2012
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843,887,721.0

1,054,859,651.0

losec:
market share will increase 50% and will reach to .75
2012
4,389,125

2013
7,911,447.383

Other drugs:
Drug
ZANTAC
CONTROLOC
ESTOHALT
PERLOC
IDIZOLE
MUCOSTA
RABICID
GASTRODOMINA
EZOGAST
FASTCURE
TRIO-CLAR
FAMOTIN

Decrease
15%
5%
1%
2%
1%
4%
1%
4%
1%
0%
0%
0%

Market share
12.155
9.215
.792
.784
.792
.768
.693
.672
0.693
0.6
0.5
0.5

Current sales
128,218,190.6
97,205,316.84
8354488.44
8,270,099.66
835,448.44
810,1322
7310177.38
7088656.85
7310177.38
6329157.9
5274298.25
5274298.25

Time line plan:

Month

1/1/2013
Campaign
Ramadan campaign
Easter campaign
El seam el keeper
campaign
Drs Campaign
Drs conferences
Pharmacy
campaign
News paper
advertisement
Medical reps
Speaker meeting
Cycle meeting
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1/2/2013

1/3/2013

1/4/2013

1/5/2013

1/6/2013

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2013

Marathon
advertisement
Tv advertisement

Month

1/7/2013

1/8/2013

1/9/2013

1/10/2013 1/11/2013 1/12/2013

Campaign
Ramadan
campaign
Easter campaign
El seam el keeper
campaign
Drs Campaign
Drs conferences
Pharmacy
campaign
News paper
advertisement
Medical reps
Speaker meeting
Cycle meeting
Marathon
advertisement
TV advertisement

Budget:

Drs campaign: 1*100000

Cycle meeting: 2*200000

Phr. campaign: 4*75000

Speaker:
2*100000

Awareness campaign: 3*15000

Marathon: 2*100000

Doctor conference: 1*250000

Money that we need totally for promotion:
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2013
1,495,000

Profits: 791147.383-1495000= 6416447.383

Other promotion ideas:
Resting area in drs clinic.
- Posters for Astrazenika (LOSEC AND IT IS HEALING EFFECTS)

Drs room:
- Put on it is desk something looks like sand timer but has stomach
shape suffer from ulcer and sand like losec and make healing.

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Will make big package as a maket and put cards inside it about ulcer
and losec and how it is like magic in relief pain.

Cards have info about ulcer, what should w do to control it and what
should we eat and don't eat that will help doctor and patient to control
the disease.

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2013

Sponsors:
1- Scops: company will get benefits from many sides as trainees will
talk about it is drugs with doctors and pharmacies and they will
know a lot about AstraZeneca.

2- Scientific day in faculties as it will make students know a lot about

AstraZeneca and Drs will take about it is product.

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2013

3- Programs about health like Dr OZ :it is a program that talk about

disease in simple way.

Charity:
-

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Astra will pay all fees for patients in one of the hospitals and make it
is products for free if doctor write it that will make people know a lot
about AstraZeneca and doctors write it is drugs.