Flexin Marketing Report

December 31, 2012
STRATEGIC MARKETING REPORT ON FLEXIN
Submitted To: Mr. Arif Vaseer
December 31, 2012
INDUSTRY INTRODUCTION
Pharmaceutical industry is one of the most important industries in the world. It is also considered as one of the most profitable industries having the third most profitable economic activity after the tourism and the finance industry. It was said that pharmaceutical industry will expect to gain more than double of accounting to $1.3 trillion by 2014 with an annual growth rate of 8% annually. In countries namely China, India, Brazil, Mexico, Indonesia, Turkey and Russia have one fifth of global share in the pharmaceutical industry. Pharmaceutical industry like any other industries needs to have a strong and unique marketing strategy in order to succeed or stay in the business. The needs of their customer changes as the season, the climate, the weather and the preference change. The innovation and technology as well as organizational change of a certain business that are involved in the pharmaceutical company changes as the needs, demands, taste and preferences of the world change. Another factor that can affect the industry is the existence or appearance of new diseases for example, headache, migraine, the Severe Acute Respiratory Syndrome, as well as the bird flu. The said businesses need to discover medicine that will help cure or prevent these diseases to help save the life of the people as well as to gain profit and build their name. The pharmaceutical industry is one of the industries that are in great need of focus in development and production as well as supply to help save lives, prevent diseases as well as to assist in maintaining the quality of life. Medicines and drugs have a huge contribution to the health of the world. The discovery and the development as well as the effective use of drugs had helped to improved the quality of life of many people by helping to reduce the needs for surgical involvement and the span of time that they will be spending in the hospital and therefore help many people to save money. The consumption of drugs or medicine of the world is increasing every year due to the fact that there are still many people in the world that are living an unhealthy life. In the case of England, their citizens are spending 7 billion every year where in 80% of the said amount are all spent on branded or patented products than those generics. United States is considered as the largest market and the site of the most of the research and development in the field of drug and medicine occupying 48% of share globally while UK is the center of the world class science that handles the 10% of the global pharmaceutical R&D expenditure and estimated to support 65% of all R&D related to health in UK.
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ABOUT COMPANY
Abbott Pakistan is a global, broad-based health care company devoted to discovering new medicines, new technologies and new ways to manage health. Their products span the continuum of care, from nutritional products and laboratory diagnostics, through medical devices and pharmaceutical therapies. With over 70,000 employees worldwide and a global presence in more than 130 countries, Abbott is committed to improving people's lives by providing cost effective health care products and services that consistently meet the needs of our customers. Abbott Pakistan is part of the global healthcare corporation of Abbott Laboratories, Chicago, USA. Abbott started operations in Pakistan as a marketing affiliate in 1948; the company has steadily expanded to comprise a work force of over 1500 employees. Currently two manufacturing facilities located at Landhi and Korangi in Karachi continue to use innovative technology to produce top quality pharmaceutical products. Abbott Pakistan has leadership in the field of Pain Management, Anesthesia, Medical Nutrition and Anti-Infectives. Their wide range of products is managed and marketed through three marketing arms. On June 29, 2005 Abbott Pakistan Achieved Class 'A' accreditation against the Oliver Wight ABCD Check list. This was an outstanding achievement, which puts Abbott Pakistan amongst some of the best global companies in terms of operational excellence. A continuous process of innovation, research and development at Abbott's worldwide facilities enables Abbott Pakistan to offer effective solutions for various healthcare challenges, with products and services that are well focused, within the customer's reach and contribute to improved health care of the people of Pakistan. Abbott believes that Corporate Social Responsibility is fundamental to earning and deepening the trust of the people it serves, an integral part of its commitment to improve lives has contributed to a number of humanitarian causes and supported various institutions in various fields including health and education.
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PRODUCT
Now a day in adults, tension and other different headaches are the most common problem. It is observed in people who are usually busy in their work, home and social lives. This will lead to tension headaches which tend to feel like a band across the forehead which are often coupled with sensitivity in the muscles at the back of the head and the neck. Tension headaches are generally more common in women than men, and it is estimated that around half of all women suffer from at least one tension headache every two weeks. Flexin (Naproxen) is an advanced tablet which is specially formulated to provide instant cooling relief from the pain of migraine and severe headache at the point of pain and to help relaxing tense head and neck muscles. The main triggers which help in causing this pain are due to stress or anxiety about anything which ultimately leads to depression and then headache. The other triggers can be poor posture of neck and depression. These headaches last from thirty minutes to seven days which feel like pressing or tightening around the head which brings on mild to moderate pain which brings in resulting pain on both sides of the head. Tension headaches can be relieved by avoiding those situations that lead to tension in the first place by finding out what is stressing and how we can we manage out and put an end to it. By keeping in view of the problems and current era stress in the youngsters this product is also designed in such a way that this can also be used by the people of age group from 12 years and above. According to some studies medicine related to headache and migraine are not good for those women who are pregnant or breast feed their child. So this product is modified in a way that it can be used during pregnancy and breast feeding. Sometimes for everyday stress, that nothing can be about, Flexin offers quick, natural relief of tension headaches. The active ingredient of Flexin is Neproxen, which is 100% natural. Flexin works by causing local sensations of coldness, or cutting of pain followed by a reliving effect. This action of Naproxen is thought to relax local blood vessels and reduce sensitivity to pain signals.
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PAKISTANS HEALTH SECTOR OVERVIEW
Health is priority area of the Government activities. The high correlation between the expenditures on health and productivity in developing countries like Pakistan is enough to emphasize the importance of increasing health services as an aid to growth. The Government has attached high priority to improving health facilities because of the high cost of health and its socio-economic consequences. The new health strategy focused on health sector investment in order to translate economic success into social benefits. In Pakistan, the coverage of health facilities has improved over the years. The existing network of medical services consists of 906 hospitals, 4,554 dispensaries, 5,290 basic health units (BHUs), 552 rural health centers (RHCs) and the availability of 98,684 hospital beds. Besides, there are 93,843 doctors, 5,530 dentists and 46,331 nurses in the country. The Government in recent years has started giving due priority to health planning by increasing the health allocation and trying out prioritized programmers with special focus on particular diseases. Although medical facilities in the country have improved significantly over the years and is comparable with other countries of the region with similar socio-economic conditions but there still remains a very large gap between the availability and requirements. The figures available about the medical facilities clearly indicate the need for a further expansion in health facilities. The low level of life expectancy (64 Years), high child mortality rate under 5 year age (105/1000) and high population growth rate at 2.2 percent points out to increasing needs for better health care and preventive services in the country. The above scenario clearly indicates the need for further expansion in health facilities and more investments in health sector.
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PAKISTANS HEALTH & PHARMACEUTICAL SECTOR (2011)
Growth Rate of Pakistan Pharmaceutical Sector Share in GDP Total No. Companies active in the Field Operating Units out of Total Market Leader Total Investment Total Volume of Pharmaceutical Market Health & Pharmaceutical Sector Exports Total Drugs registered with Ministry of Health
11.6 % 1.85 % 600 386 GlaxoSmithKline (Pak) Ltd. 1.64 Billion US$ 34.5 Million US Dollar 292,786 Million US Dollar 47,000
Source: Drug Control Organization, Ministry of Health, Pharma Bureau of Information & Statistics Pakistan, and State Bank of Pakistan.
PAKISTANS PHARMACEUTICAL SECTOR OVERVIEW

Pakistans pharmaceutical market is small and equally split between multinational and domestic companies. The pharmaceutical market in Pakistan is dominated by locally manufactured pharmaceuticals, predominantly generic drugs, which meet around 80% of countrys needs in 2011. Imported retail medicaments account for the remainder of the market, although manufacturers rely heavily on imported raw materials for production, being imported from countries like China, India, North America and Switzerland. Pakistan is a promising country making advancement to different areas of production. Pharmaceutical market in Pakistan has shown tremendous space in the recent times. Self sufficiency is the hall mark of pharmaceutical oriented policies. The increasing export of Pharmaceuticals from Pakistan is speaking for the quality which is being maintained for manufacturing of Pharmaceuticals. The export market is expanding to almost all the
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continents of the world covering almost 40 major countries. Surplus drugs are being exported to a large number of countries particularly to the Asian and African regions with an expanding trade in the newly emerged central Asian States. About a hundred million strong populations of the Central Asian States, with almost no local manufacture of medicines, offers an attractive market for pharmaceutical companies located in Pakistan. Pakistan meets around 80% of its domestic demand of medicines from local production and 20% through imports. The total volume of pharmaceutical market size is US $ 1.64 Billion approximately. The market for pharmaceuticals in Pakistan has been expanding at a rate of around 10-15% since last few years. Pakistans large population of more than 150 million people, expanding economy including health services, individual rise in purchasing power, general awareness regarding use of new molecules of drugs, etc. provides an ideal environment for investment in this field. Presently the Pharmaceutical industry in Pakistan is producing all the major pharmaceutical dosage forms. Similarly, there are some special products e.g. Immunological, anti-cancer drugs, certain anti-diabetics, antidotes and products manufactured from biotechnology, which are still being imported, in the finished form. These specific areas provide excellent
opportunities for investment. Only few bulk pharmaceutical raw materials are being manufactured locally and most of the Pharmaceutical raw materials are being imported in large quantities from different counters of the world. This Sector also give challenge to explore and avail the opportunities. At Present 30 multinational Pharmaceutical units are producing their products in Pakistan. 334 national/ local units are involved in pharmaceutical manufacturing. The Pharmaceutical manufacture and trade in Pakistan is regulated through the Drug Act 1976, and the rules framed there under. This is a fairly comprehensive law. Pakistan was the first amongst the developing countries in the world to have introduced Good Manufacturing Practices as a mandatory requirement. Registrations are granted by the Central Licensing and Registration Board. Source: Ministry of Health & Drugs control Organization & Ministry of Health.
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TOP 10 GLOBAL PHARMACEUTICAL INDUSTRY LEADERS

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Bristol-Myers Squibb Glaxo SmithKline Johnson & Johnson Sanofi Aventis Pfizer Schering Plough Abbott Laboratories Millennium Pharmaceuticals Teva Pharmaceutical Industries Daiichi Sankyo
Source: IMS Health, IMS Drug Monitor
According to the data of 2008-09, GlaxoSmithKline (GSK) tops the list of best pharmaceutical brand in Pakistan with an average of 11.59% market share and a growth rate of 8.9% annually. Among national companies, Getz Pharmaceuticals tops the list with a growth rate of whopping 70% for the last 3 years with a market share of 3.76%. Sami Pharmaceuticals also tops the list with a market share of 2.79%. Pakistans Pharmaceutical market is the 10th largest in the Asia Pacific, behind the Philipines with market of US$ 2.58 Billion. Annual Per Capita spending on medicine is US$ 10 in Pakistan, which is far below the regional average of US$ 142.
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REGISTRATION OF DRUGS
Registration of a drug is granted by the Registration Board, set up by the Federal Government under the Drug Act, 1976. This Board, which comprises 21 experts in the field, before registering a drug, satisfies itself of its safety, efficacy, quality and economy. The Board also take into consideration the public interest, addition, in respect of registration of a drug for local manufacture, it is ascertained that the manufacturers possesses matching facilities. 1. Application for Registration An application for registration of a drug to be manufactured locally is made in a prescribed Form-5 under the Drugs (Licensing, Registering and Advertising) Rules, 1976. An application for registration of a drug to be imported is made in prescribed Form-5 (A) under the said rules. 2. Evaluation of the Application The respective offices evaluate the application. It takes 3-6 months to process the applications for branded generics drugs and 612 months in respect of new molecules. 3. Orders of the central Licensing Board - Once the application is complete and has been evaluated it is placed before the Registration Board for its orders. 4. Separate Application For every potency / strength of a drug a separate application is required. 5. Period of License A registration once granted is valid for a period of 5 years. 6. Renewal of License A registration is issued for a period of five years at a time, after which it is renewable on an application. Once an application for renewal has been made in time, the registration continues to be in force till the decision on the application. 7. Suspension/Cancellation/ Denial for Renewal of License A registration may be suspended or cancelled for renewal denied if the holder of the registration fails to comply with the conditions of registration. The Federal government has set up Expert committees including a committee on Biological and a committee on Veterinary Drugs for furnishing opinion after drugs evaluation. The Registration Board also considers their opinions.
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KEY CUSTOMER MARKETS:
CONSUMER MARKETS: The consumer market represents individuals and families purchasing goods and services for personal consumption. The consumer market excludes business or government purchases, or other non-personal investments. The consumer market is segmented into goods and services. Goods include durables such as cars and furniture, and non-durables such as food, clothing and gasoline, Services include items such as housing, electricity, phone, cable, Internet, health care, airlines, trains, buses, restaurants and banks (Banks, M. R, 2000). Flexin targets both segment of Market because in Product Category, Flexin is a Tangible thing that one can Touch, Feel and See and in Services it has Dual Effect toward Headache and Migraine that is relaxing and cooling, so it gives very valuable services to the consumer. In both ways, Flexin plays a vital role in consumer marketing.
GLOBAL MARKETS: Trade in primary raw materials and manufactures has been recorded throughout history, with goods produced in many regions and exchanged in markets around the globe. Global markets in this context comprise a number of local exchanges, operating in tandem, and influencing market prices through the generally accepted interaction of supply and demand (Sasser, 1996). A company enters into the global market when it goes internationally and involves in foreign trade and accordingly Flexin has entered in the global market as has already launched in different America States and European countries and now they have a plan to enter in the other continents market to compete globally. In Pakistan it is available on big Retailers and Medial Stores like Metro, Shaheen Chemist, D. Watson, Khattaks, Medi-Plus, W. Wilson and many other places.
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ANALYSIS OF CUSTOMER NEEDS AND WANTS

Learning about customer needs and wants is an important part of competitive analysis as well. A customer priority has become our business priority. In addition the businesses should take care that they must not limit their study to priorities that are already manifested in the marketplace. Indeed, new product development and new innovations in service are essential to business success in any industry. In the graph below, an estimate of the number of patients of migraine and their percentage in Pakistan among different Genders is drawn. Patient from 10 years to 30 Years have more Migraine problem in Pakistan. After the age of 30, the number of patients decreases slightly. In the early ages, Men have more Migraine problem as compared to Women but after 50, women have more Migraine Problems.
The Percentage of Patients belongs to different age groups and Gender faces two types of headaches mostly. One is Migraine and the second one is Tension Type Headache. People at early age suffer less Tension Type Headache as compare to those people who belong to the age group of 40 to 70 years old. The rate of people suffer from Migraine is more in the people belong to the age of 50 to 30 Years.
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The graph above shows the Problem of Tension Type Headache and Migraine people suffer in a Month. The people suffer from TTH and Migraine 5 times or less than 5 times in a month have a percentage of 4 to 48 Percent respectively. People who suffer TTH and Migraine in 6 14 times in a month having percentage of 11 to 25 percent respectively and the people having TTH and Migraine problem more than 14 % in a month have a number of 85 and 35 Percent respectively. In the above graph, a complete Industry Analysis of Pharmaceutical Industry of Pakistan as well as it exhibits the complete picture of Pakistan Health Sector. In the above Graph percentage of Patients of Migraine and Headache are shown. It shows that Flexin has a huge market in Pakistan.
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DEFINING COMPETITORS
The first step is to define your universe of competitors that some businesses may offer products or services that largely mirror those offered by your own company, while others may only dispense one or two products & services that compete with your company's offerings. The business conducting the competitive analysis has to decide whether latter examples of competition are incidental or whether they present a potential threat to the business's financial well-being. If we compare it with the pharmaceutical industry we will find that these companies are Consultants and business experts who also recommend that small business owners scan the horizon for potential as well as current competitors. The gumption of entrepreneurs coupled with the 24-hour electronic flows of capital they can access worldwide means that competitors suddenly turn up out of nowhere and traditional barriers to entry in any business fall like bricks in an earthquake.
BASIS OF COMPETITION IN PHARMACEUTICAL INDUSTRY

Pharmaceutical industry is considered as one of the highly competitive industry in the world. The number of the companies that are emerging in the said industry is the most obvious evidence that shows the growth and improvement as well as the development of the said industry. It also shows that those businesses are entering in the said field because it offers a profitable future for their businesses. Because of the growing demand for the medicine as well as drugs and the growing numbers of pharmaceutical businesses and companies in the world, the competition in the said industry is also high. That is the reason why there are many companies that are spending much for their development and enhancement planning as well as other activities that will help them to innovate and improve. Like any other industries and businesses, the pharmaceutical industry is facing a massive amount of new challenges. There are many factors that affect the overall competition in the said industry and there are many factors that can add to the competitive advantage of one particular pharmaceutical company in order for them to be one of the biggest players in the said industry.
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Pricing and other competitive strategies have been altered by the development of information technology and other related forces. There are many factors that can affect the competition in the pharmaceutical industry. The first and foremost is the pricing strategy of any pharmaceutical company. It can affect the supply and demand side of the pharmaceutical industry. On the side of the demand, drugs are prescribed by the physicians but due to the lacking of the necessary information about the comparative prices, consumers will attempt to gather or aggregate decentralized information by getting information from another patient that have been into that situation or experience or what so called the herd behavior effect (2006). On the other side which is the supply side, pricing strategies are convoluted by the fact that a firm can convey or permit programmed experiences to other firms (2006). The liking has been for firms in industrial countries to force down their government for a more strengthened patents regulation in foreign, particularly less developed countries. Domestic manufacturers claim that they can sell abroad at higher prices if patent laws are strengthened (2006). Pricing strategy is important to the pharmaceutical companies because most of the consumers, especially those who belong to the lower class C, always settle for the low price of medicine or drug. Another important factor is the research and development. This two said aspects are very important to any company or industry because innovation is considered as one of the key to have a competitive advantage. Patenting of medication or pharmaceutical products has a great affect to the competition in the said industry. The research development teams as well as the laboratories have been part of a wide competition of who will first discover the antidote for a specific disease or who will first develop and medicine that will handle or prevent specific dilemma. Patents have made the prices of a specific medical product to increase because it gives way to monopoly of the drugs in the market, because it is believe that the price of the pharmaceutical products will decrease or will be maintained if the competition will be encouraged. Competition depends on the pricing process of a specific industry; according to (1995) differential pricing is the result of the increased opportunities for price discrimination or the result of the presence of quality or cost differences in diverse sections of prescription drug markets. Therefore the price discrimination and differentiation are driven not just by the
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exposure of a certain segment of the population which can afford it but by the cost, the product amenities (2006). Another factor that can affect the overall performance of pharmaceutical businesses is the presence of the generic drugs. These are the drugs or medicines that are offering the same effective power of a particular substance or chemical but in a low price. This is the main competition of the companies that are offering branded medicine most of the consumers are settling for the cheap but effective medicines (2006). That is the reason why many pharmaceutical companies more specifically the GlaxoSmithKline are spending most much in their development and research planning and supporting their studies and theory in order for them to create a revolutionary medical product that will cater the needs, demands, preferences and taste of their consumers. The main reason why pharmaceutical companies are spending millions of dollars for their research planning and development is because each and every company is candidate for a marathon for innovation. The first one to get to the finish line will get an ultimate gift of competitive advantage.
COMPETITOR ANALYSIS
Bruce Sheiman provided an outline of the importance of competitive analysis to the pharmaceutical industry that is fairly representative. First, it is critical to discover whether a competitor is trespassing on your proposed pharmaceutical industry or market franchise or it is whether a competitor renders your company idea which is not required. Secondly competition helps to define a pharmaceutical industry market position. Every product has competition if not then it needs competition to stay in market. Third way is that these companies give you competition which is helpful to compete for making your product as a bench mark. By studying your competitors, we can learn much about developing our product its improvements and innovation. The competitors of Flexin in the market are many offering a number of treatments for migraine headaches. A list of them along with their special attributes, brand name, company name and dosages is as following:
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MIGRAINE TREATMENTS Generic & Class Brand & Company Strength Formulations Usual Dose
ANALGESIC + BARBITURATE acetaminophen butalbital caffeine acetaminophen butalbital caffeine acetaminophen butalbital caffeine FIORICET (Watson) ESGIC PLUS (Mikart) DOLGIC PLUS (Victory Pharma) 750mg 50mg 40mg 500mg 50mg 40mg 325mg 50mg 40mg Rx tabs Rx scored tabs; caps Rx tabs Children: not recommended. Adults: 1 tab every 4 hrs; max 5 tabs/day. Children: not recommended. Adults: 1 cap or tab every 4 hours as needed. Children: not recommended. Adults: 12 tabs or caps every 4 hours as needed; max 6/day. Children: not recommended. Adults: 12 tabs every 4 hours; max 6 tabs daily.
acetaminophen butalbital
PHRENILIN (Valeant)
325mg 50mg
Rx
tabs
ANALGESIC + BARBITURATE + OPIOID acetaminophen butalbital caffeine codeine phosphate ANALGESIC + SALICYLATE acetaminophen Aspirin caffeine BAYER MIGRAINE FORMULA (Bayer Consumer) 250mg 250mg 65mg OTC caplets Children: not recommended. Adults: 2 caplets with a glass of water. Max 2 caplets/24 hours. Children: not recommended. Adults: Take with full glass of water. 18yrs: 2 tabs FIORICET w. CODEINE 325mg (Watson) 50mg 40mg 30mg CIII caps Children: not recommended. Adults: 12 tabs or caps every 4 hours as needed; max 6/day.
acetaminophen Aspirin caffeine
EXCEDRIN MIGRAINE (Novartis Consumer Health)
250mg 250mg 65mg
OTC tabs
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every 6 hours as needed; max 8 tabs/day for 2 days. ANALGESIC + SEDATIVE + SYMPATHOMIMETIC acetaminophen dichloralphenazone isometheptene mucate MIDRIN (Women First Healthcare) 325mg 100mg 65mg CIV caps Children: not recommended. Adults: Tension: 12 caps every 4 hours; max 8 caps/day. Migraine: 2 caps once then 1 cap every 1 hour; max 5 caps/12 hours.
ANALGESIC + SYMPATHOMIMETIC acetaminophen caffeine isometheptene mucate MIGRATEN (Azur Pharma) 325mg 100mg 65mg Rx caps Children: not recommended. Adults: Tension: 12 caps every 4 hours; max 8 caps/day. Migraine: 2 caps at once, then 1 cap every hour until relieved; max 5 caps/12 hours.
BARBITURATE + SALICYLATE Aspirin butalbital caffeine FIORINAL (Watson) 325mg 50mg 40mg CIII tabs; caps Children: not recommended. Adults: 12 tabs or caps every 4 hours as needed; max 6/day.
BARBITURATE + SALICYLATE + OPIOID Aspirin butalbital caffeine codeine phosphate ERGOT ALKALOID dihydroergotamine D.H.E. 45 mesylate (Valeant) 1mg/mL Rx IM, IV, or SC inj Children: not recommended. FIORINAL w. CODEINE 325mg (Watson) 50mg 40mg 30mg CIII caps Children: not recommended. Adults: 12 tabs or caps every 4 hours as needed; max 6/day.
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Adults: 1mL IV at 1 hour intervals; max 2 doses/day. Or, 1mL IM or SC at 1-hour intervals; max 3 doses/day. For all: max 6 doses/week. Do not use chronically. MIGRANAL** (Valeant) 4mg/mL Rx nasal spray Children: not recommended. Adults: 1 spray in each nostril, repeat 15 minutes later; max 6 sprays/24 hrs and 8 sprays/wk. Children: not recommended. Adults: 2 tablets at onset of attack, then 1 tablet every hour if needed; max 6 tabs/attack, 10 tabs/week. Children: not recommended. Adults: 1 supp rectally at onset of attack, then 1 supp after 1 hour if needed; max 2 supps/attack, 5 supps/week.
ergotamine tartrate (various) caffeine
1mg 100mg
Rx
tabs
ergotamine tartrate (various) caffeine
2mg 100mg
Rx
rectal supp
NON-STEROIDAL ANTI-INFLAMMATORY (NSAID) diclofenac potassium CAMBIA (Nautilus) 50mg Rx Buffered pwd for oral soln Children: <18yrs: not recommended. Adults: 18yrs: mix 1 packet (50mg) with 30 60mL of water only and drink immediately.
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December 31, 2012 ibuprofen ADVIL MIGRAINE (Wyeth Consumer Healthcare)
200mg
OTC liquid-filled caps
Children: <18yrs: not recommended. Adults: 18yrs: Usually 400mg once daily. Children: <18yrs: not recommended. Adults: 18yrs: Usually 200mg 400mg once daily.
MOTRIN MIGRAINE PAIN (McNeil Consumer & Specialty)
200mg
OTC caplets
SELECTIVE 5-HT1B/1D RECEPTOR AGONIST almotriptan (malate) AXERT (Janssen) 6.25mg, 12.5mg Rx tabs Adults and Children: <12yrs: not recommended. 12yrs: 6.25mg or 12.5mg single dose; may repeat once after 2 hours; max 25mg/24hrs. Hepatic or severe renal impairment (CrCl 10 30mL/minute) or concomitant potent CYP3A4 inhibitors (eg, ketoconazole): initially 6.25mg once; max 12.5mg/24 hours. The safety of treating an average of more than 4 headaches over 30 days is not established. Children: <18yrs: not recommended. Adults: 18yrs: 20mg or 40mg once. Reevaluate if no response. May repeat once after 2 hours; max 80mg/day. The safety of treating an average of
eletriptan HBr
RELPAX (Pfizer)
20mg, 40mg
Rx
tabs
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more than 3 headaches in a 30day period has not been established. frovatriptan (as succinate) FROVA (Endo) 2.5mg Rx tabs Children: <18yrs: not recommended. Adults: 18yrs: 2.5mg with fluids; may repeat once after 2 hours; max 7.5mg/24 hours. Reevaluate if no response after 1st dose. The safety of treating an average of more than 4 headaches in a 30-day period has not been established. Children: <18yrs: not recommended. Adults: 18yrs: 1mg or 2.5mg with fluids; may repeat once after 4 hours; max 5mg/24 hours. The safety of treating, on average, more than 4 headaches in a 30-day period has not been established. Mildto-moderate renal or hepatic impairment: consider lower initial dose; max 2.5mg/24 hours. Children: <18yrs: not recommended. Adults: 18yrs: Initially 5 or 10mg; may repeat after 2 hrs; max 30mg/day.
naratriptan HCl
AMERGE (GlaxoSmithKline)
1mg, 2.5mg Rx
tabs
rizatriptan (as benzoate)
MAXALT (Merck) MAXALT-MLT* (Merck)
5mg, 10mg 5mg, 10mg
Rx Rx
tabs ODT
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Concomitant propranolol: use 5mg dose; max 3 doses/day. The safety of treating, on average, more than 4 headaches in a 30-day period has not been established. sumatriptan (as succinate) ALSUMA (Meridian Med Tech) 6mg/0.5mL Rx soln for SC inj Children: <18yrs: not recommended. Adults: 18yrs: one (6mg) dose SC to the lateral thigh or upper arm only. Reevaluate if no response. May repeat after 1 hour; max two (6mg) doses in 24 hours. SC inj Children: <18yrs: not recommended. Adults: 18yrs: 6mg SC (may start at lower dose if 6mg not tolerated). Reevaluate if no response. May repeat after 1 hour; max two 6mg doses in 24 hours. Children: <18yrs: not recommended. Adults: 18yrs: 5mg, 10mg, or 20mg once. Reevaluate if no response. May repeat once after 2hrs; max 40mg/day. The safety of treating an average of more than 4
IMITREX INJECTION (GlaxoSmithKline)
4mg/0.5mL, Rx 6mg/0.5mL
IMITREX NASAL SPRAY (GlaxoSmithKline)
5mg per Rx spray, 20mg per spray
nasal spray
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headaches in a 30day period has not been established. IMITREX TABLETS (GlaxoSmithKline) 25mg, 50mg, 100mg Rx tabs Children: <18yrs: not recommended. Adults: 18yrs: 25100mg once, swallow whole with fluids as soon as possible after migraine onset; may repeat dose at intervals of at least 2hrs, max 200mg/day; or single-dose tablets up to 100mg/day if injection has been used. Hepatic dysfunction: max 50mg/dose. The safety of treating an average of more than 4 headaches in a 30day period has not been established.
SUMAVEL DOSEPRO (Zogenix)
6mg/0.5mL Rx
soln for SC inj Children: <18yrs: not recommended. Adults: 18yrs: one DosePro (6mg) SC to the abdomen or thigh only. Reevaluate if no response. May repeat after 1 hour; max two DosePro (6mg) doses in 24 hours. tabs Children: <18yrs: not recommended. Adults: 18yrs: Initially 2.5mg or lower once. If headache returns, may repeat after 2 hrs; max
zolmitriptan
ZOMIG (Impax)
2.5mg+, 5mg
Rx
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10mg/day. Reevaluate if no response after 1st dose. The safety of treating an average of more than 3 headaches in a 30-day period has not been established. Hepatic impairment: use low dose. ZMT: dissolve on tongue and swallow without water. ZOMIG NASAL SPRAY (Impax) 5mg per spray Rx nasal spray Children: <18yrs: not recommended. Adults: 18yrs: 5mg once. If headache returns, may repeat once after 2 hrs; max 10mg/day. Reevaluate if no response after 1st dose. The safety of treating an average of more than 4 headaches in a 30-day period has not been established. Hepatic impairment: use low dose oral form. Children: <18yrs: not recommended. Adults: 18yrs: Initially 2.5mg or lower once. If headache returns, may repeat after 2 hrs; max 10mg/day. Reevaluate if no
ZOMIG-ZMT* (Impax)
2.5mg, 5mg Rx
ODT
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response after 1st dose. The safety of treating an average of more than 3 headaches in a 30-day period has not been established. Hepatic impairment: use low dose. ZMT: dissolve on tongue and swallow without water. SELECTIVE 5-HT1B/1D RECEPTOR AGONIST + NON-STEROIDAL ANTI-INFLAMMATORY (NSAID) sumatriptan (as succinate) naproxen sodium TREXIMET (GlaxoSmithKline) 85mg 500mg Rx tabs Children: not recommended. Adults: Swallow whole. 1 tab once; may repeat once after 2 hours; max 2 tabs/day. The safety of treating an average of more than 5 migraines in a 30day period has not been established.
NOTES * = contains phenylalanine ** = contains caffeine + = scored tablets tabs = tablets; caps = capsules; inj = injection; ODT = orally disintegrating tablets; soln = solution; supp = suppositories; IM = intramuscular; IV = intravenous; SC = subcutaneous (Rev. 9/2012)
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SWOT ANALYSIS OF COMPETITOR Strengths:

Abbott Pakistan has a leadership in the field of Pain Management, Anesthesia, Medical Nutrition and Anti-infective. Abbott Pakistan has integrated itself horizontally in the market as it acquired Knoll Pharma in 200. The strategy was applied to gain access to the new suppliers, distributors, customers, products and creditors. Abbott Pharma also has strong Research and Development capabilities. Other than these, it has the following strengths: Good company reputation. Strong distribution network. Strong brand positioning. Have deep roots in the Pharma business. Excellent professional management team
Weakness:
The weaknesses that Abbott Pakistan faces are: Comparatively high price. Lacking of deep rural penetration. Employee rededication - High Field Force turnover.
Opportunity:
There are many opportunities that are waiting for the competitors that will help them to grow and expand. Innovation will help the company to retain and expand their current market. Another factor is the increasing awareness of the world about how important is heath. Increase per capita income. High rate of population increase in Pakistan. Promotion intensive market. Increasing healthcare awareness
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Threats:
The threats that the competitor will be facing is the new, potential and more efficient products in the market including the presence of local companies that offer the same products that is offering by all the competitors and another factor is the widespread use of herbal medicine. The most important threat that the whole pharmaceutical industry is facing is the presence of fake medicines that can affect not only the image of the manufacturing companies but also the health of world. Also another threat is the high Inflation Rate.
STRENGTHS Patents Brand names Reputation Knowledgeable and skilled development team Efficient technologies, R& D and laboratories OPPORTUNITIES
Increase per capita income. High rate of population
WEAKNESSES
Comparatively high price. of deep rural
Lacking
penetration. Employee rededication -
High Field Force turnover
THREATS
Generic drugs Fake medicines Presence of potential and more
increase in Pakistan. Promotion intensive market.
Increasing awareness
healthcare efficient products The widespread use of herbal
medicine
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COMPETITIVE ADVANTAGE:
Superiority gained by a firm when it can provide the same value as its competitors but at a lower price, or can charge higher prices by providing greater value through differentiation. Competitive advantage results from matching core competencies to the opportunities (Brady and Robertson, 2001) In other words as we understand it, the competitive advantage is an advantage over competitors gained by offering consumers greater value, either by means of lower prices or by providing greater benefits and service that justifies higher prices. The goal of much of business strategy is to achieve a sustainable competitive advantage. Flexin has a strong brand name in U.S.A as with diverse management and when taking this brand in Pakistan, it keeps its unique effective way to get relief from the pain. Michel Porter has identified two basic types of competitive advantage: Cost advantage Differentiation advantage
So in Flexin Naproxen strategy focusing on Cost Advantage and also being the effective pain relieving agent.
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DEMOGRAPHICS: Age:
The total Population of Pakistan is almost 187,342721 approximately. The growth rate of population is 1.573% per year. The Age Structure is 35.4% are childrens belong to 0-14 Years old. 60.4% people belong to 15 year to 64 years old and the number of people 65 years old and above are just 4.2 % of the total Population of Pakistan. The usage of Flexin is from 5 year old child to 70 years old person. It means we are targeting almost 92% population of the whole country. So we have a huge market in Pakistan.
Gender:
Up till now, our product is targeting Male and female both Genders belong to age 5 to 70 Years. The ratio of male and female in Pakistan is 48 % and 52% in Pakistan.
Death and Birth Rate:

The Birth rate in Pakistan is 24 Births in 1000 Families per day but the Death Rate in Pakistan is just 7 people in 1000 Families per day. Almost 60% people suffering from Migraine and Headache. Degree of Risk in Diseases in Pakistan is very high because of Unhealthy Food and Water, Vector borne Disease and Animal as well. The health expenditures are almost 3.0% of our GDP.
Income:
The product targets every customer especially from lower medium Family to Upper Class Family. It is little bit costly as compare to Tablets but Flexin has no side effects and formulated to provide instant cooling relief from the pain of migraine and severe headache at the point of pain, and to help relax tense head and neck muscles. Ref: http://www.indexmundi.com/pakistan/demographics_profile.html
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SOCIAL CLASSES IN PAKISTAN

In Pakistan these are the some Social Classes are exist: 1) Upper Social Class 2) Middle Social Class 3) Working Social Class
1. Upper Social Class

The upper social class which generally have high level of income and belong to be most high paying profession and they live in most cleanest place of the country and money will be no problem for them and their size is 8% of the total society and approximately 3.7 million they have 60% to 65% of money of the country. They are actually High status leadership Big business man Top management of the company
2. Middle Social Class

Middle Social Classes represents those entire people having their own well established small businesses, or they work as a Manager or Asst. Manager in any organization. The children of these society study in Local Universities or in Private sector institutes. The contribution of these classes population in the society is 35% out of the total population their population is 53 to 54 million of the total population. They are actually They are small to medium size business man. Middle management Low ranking Govt. officer
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3. Working Social Class

The populations we count in Working Social Class are not much more educated they are not in very good profession their income is low and they build one two room small houses. In Pakistan these people faces the electricity, water and Gas problem as well. The size is 57% out total population of Pakistan. They are actually They are very small size shop owner. Skill, semi skill & unskilled Low grade Govt. staff ( Peons, Driver) Poor former Political worker The Population targeted for Flexin is basically Upper Social Class and Middle Social Class and somehow Working Social Class of Pakistan. Because Upper Social Class and Middle Social Class can get the product easily from the market and as per the Pricing Strategy the Price of Flexin is little bit high as compared to the all the those product people use for Headache problem. So it can be said that it targets almost 60% of the total population of Pakistan. Ref : http://wiki.answers.com/Q/What_are_the_social_classes_in_Pakistan#ixzz1hKt2H3lN
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PORTERS FIVE COMPETITIVE FORCES EVALUATION
RIVALRY AMONG COMPETING FIRMS: Pharmaceutical industry in Pakistan has gain higher growth in the market form last decade in Pain Management. It has moved ahead from being developing stage but hasnt got a perfect development. However, threat of competitors is still an important factor that govern the operations of this industry; particularly the rivalry between Pharmaceutical industry of Pakistan. Every company in the industry is striving to develop a competitive edge and nationally expand as large as possible. Whereas, worldwide inflation and changes in customers perceptions and attitudes is also a driving force toward increased competitive rivalry. Competitive rivalry in the case of Flexin so high because people are use to of Tablets and ordinary Methods of treatment. THREAT OF NEW ENTRANTS: Threat of new entrants in Pharmaceutical industry is high. This is because the barrier to enter this market is quite low because little bit previous experience is required to start doing business in apparel, customers have low brand preference and loyalty, they mostly get addict of the product they use often and become habitual of that product. In Pakistani market people are also Price Conscious so if a customer gets a better option elsewhere and that too, for a lower price, he can switch to that option. But if we talk about specific Entrants of Competitors in Migraine Strips that is medium because in this regard we are pioneer and if we succeed we can drive the other forces. Moreover, the government itself not promotes to any Pharmaceutical company to setting up of new businesses particularly in Pharmaceutical industry. THREAT OF SUBSTITUTE PRODUCTS: In a Pharmaceutical industry, there is no substitute for Medicine because one has to have a medicine to get rid of his or her pain but there may be a substitute on the procedure of processing them as well as in comparison of prices. Pharmaceutical industry also faces threat of substitute methods of processing. People, especially in a developing country like Pakistan as well as literate population of Pakistan can easily get the new ideas of Substitute Product and aware from the Modern Technology and have vast knowledge of Medicine available in
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the Market. On the other hand people in Pakistan can find it comfortable to go and buy the Product from Drug and Medicine Store nearest market from where they can also by other necessary house hold items. Hence, if we failed to target to each area then for Flexin the threat of substitute is very high. BARGAINING POWER OF CUSTOMERS: Bargaining power of customers is very high in Pakistan. This is because there many choices to select from and secondly people are use to the Tablet already in the market. There are few medicines in Pakistan and although they cannot be negotiated upon, but they are use to that tablets. If talked about competing brands like Paracetamol or Disperin, a buyer cannot easily switch to other options because it is observed in Pakistan that customers are loyal to their brands in fact we can say that they are use to that particular brand and its not easy to switch on other brand and they feel comfortable by buying the products they are use to buy from. The purpose of product is homogenous and the prices may either be uniform or else a buyer has to trade-off with quality of the product. BARGAINING POWER OF SUPPLIERS: Bargaining power of suppliers is neither so low nor so high in Pharmaceutical Industry. This is because they have to have sold their products in the market. In the case of Flexin, they have a complete their own Supply Chain Management System. So we have to place the order and supplier has to deliver the order on time because both of us have same purpose to target more customers and gain more market share.
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FLEXIN SUPPLY CHAIN

Flexins SCM mission is to configure, coordinate and improve all the sequentially related activities and set of operations with the idea of satisfying the entire chain of suppliers suppliers and customers customers by providing right product, at the right time, in the right quantity and becoming highly recognized by our employees, customers and shareholders and abiding by Government regulations by adhering to strict ethical and moral standards.
Ref:http://www.quickmba.com/strategy/value-chain/
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FLEXIN SUPPLY CHAIN STRUCTURE
SUPPLY CHAIN MANAGER
CAPAPCITY PLANNER MASTER SCHEDULER MASTER SCHEDULER
PRODUCTION PLANNER
PRODUCTION PLANNER
MATERIALS MANAGER
WAREHOUSE MANAGER
LOCAL/ IMPORTED PURCHASE MANAGER
EXPORTS MANAGER
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SWOT ANALYSIS
Environmental factors internal to the firm usually can be classified as strengths (S) or weaknesses (W), and those external to the firm can be classified as opportunities (O) or threats (T). Such an analysis of the strategic environment is referred to as a SWOT analysis.
Strengths: characteristics of the business, or project team that give it an advantage over others
Weaknesses: are characteristics that place the team at a disadvantage relative to others
Opportunities: external chances to improve performance in the environment Threats: external elements in the environment that could cause trouble for the business or project
SWOT ANALYSIS OF FLEXIN Strengths:

These are strength of Flexin. First and most important strength of our product is its reputation in every country because its known at international level. Our product is affordable as compare to substitute available in existing market. With the usages of
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Flexin it provides instant cooling and patient feel relief from headache. It is use able for every age of patient mean not for especially adult not for younger not for elders it is for everyone. It contains natural Naproxen. We will make better supply chain to make easy accessible. Our product has no side effect and its for external usages not for internal. Patient has no hesitation to use it although he will use it at first time.

provide instant cooling relief for headache suitable for use by adults contains Naproxen Easy pronunciation Market leader Good reputation among customers Affordable as substitute Known at international level Favorable access to distribution networks Easy to import No side affect No hesitation for first time user Easily familiar in customer Long expiry date Frequently usages Proactive Strategy
Weaknesses
Here are some points which are weakness of our product Flexin. Some weakness of our product will discuss. Our product is not useable the patient who have allergy. Patient of our country easily not satisfy on its treatment and they accept it with test sample. Our patient have no much awareness with it they accept it. Our competitor have big image like Disprin, Paracetamol and Brofan and our patient are typically thinking and take tablets for headache. Our product is going to import thats why a little problem in easily accessible every market. Also problem of distribution channel accrued. Our competitor have strong image which we have to break then we will capture the market. Another weakness of our product is strong arrivals.
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Do not use in cases of allergy. Order take time Lack of access to every where Distribution channels problem Lack of competitive strength Low Customer Awareness Strong Rivals
Opportunities:
Here are opportunities for our product for Flexin. We have a large scope for our product. We apply blue ocean strategy on our product and capture the whole market. We will target the niche market to attract more and more customer. Customer is globally influenced by our product. Because of new technology customer satisfy easily and convince to use it. Before new arrival of technology people are use to our product so new arrival cannot access the benefit.

Satisfaction of customer Arrival of new technologies Capture the market Removal of international trade barriers Niche target markets Global influences Technology development and innovation Blue Ocean Strategy
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Threats:
Flexin faces different type of threats like new arrival of product. Customer gives preference to new technology and new taste of product. Existing substitutes are very strong and make big image in patient mind so its another threat. Our government can create or increase trade barriers. Political factor is a big threat for our product because our every leader has its own strategy. If sudden demand increase then we cannot sudden provide too much supply of product. It development is also threat for our product. Shifts customer in new arrival Strong substitute increased trade barriers Political effects Market demand Environmental effects IT developments Legislative effects Competitors
PEST ANALYSIS OF FLEXIN

Political factors: Political factors are how and to what degree a government intervenes in the economy. Specifically, political factors include areas such as tax policy, labor law, environmental law, trade restrictions, tariffs, and political stability. Political factors may also include goods and services which the government wants to provide or be provided (merit goods) and those that the government does not want to be provided (demerit goods). Furthermore, governments have great influence on the health, education, and infrastructure of a nation. Economic Factors: Economic factors include economic growth, interest rates, exchange rates and the inflation rate. These factors have major impacts on how businesses operate and make decisions. For
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example, interest rates affect a firm's cost of capital and therefore to what extent a business grows and expands. Exchange rates affect the costs of exporting goods and the supply and price of imported goods in an economy. Social Factors: Social factors include the cultural aspects and include health consciousness, population growth rate, age distribution, career attitudes and emphasis on safety. Trends in social factors affect the demand for a company's products and how that company operates. Technological Factor: Technological factors include technological aspects such as R&D activity, automation, technology incentives and the rate of technological change. They can determine barriers to entry, minimum efficient production level and influence outsourcing decisions. Furthermore, technological shifts can affect costs, quality, and lead to innovation.
4Ps OF FLEXIN
PRODUCT: By Product we mean the good and services combination the company offer to the target customers. Product includes Variety, Quality, Design, Features and Services. In Flexin the product mean all the Flexin 250 and 500 mg Tablets.

Helps to avoid the side effects that can be associated with taking painkillers orally. Convenient and portable. The neat and handy packing is convenient for use whenever a headache creeps up, whether at work, home or on the move.
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Price is amount of money which customer pays to obtain these products. Prices are adjusted by Product Value, Usage, Competitor situation and current policies also matter to set the prices. Price includes List Prices, Discounts, Allowances, Payment Period and Credit Terms. Flexin 250 mg Flexin 500 mg 2x10 (Pack Size) 2x10 (Pack Size) 110.99 M.R.P 196.33 M.R.P
PLACE/DISTRIBUTION: Place include the availability of products. The location where the product is available approachable
Available at all Medical Stores
PROMOTION: Promotion means the activities that communicate all the ways to promote the product and persuade target customers and viewers. The commonly ways of communication are Advertising, Personal Selling, Sales Promotion and Public Relation.
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EFFECTIVE MARKETING STRATEGIES AND RECOMMENDATIONS
FLEXIN Marketing Plan:

For Flexin, promoting the products in Pakistan is also an issue because the drugs cannot be promoted to the end users. Drugs are promoted to the doctors and in return these doctors prescribe those drugs to the patients for the end use. As in other industries, marketing plan for advertising or promoting products is crucial to pharmaceutical industry too. However, the marketing strategies (as well as advertising strategies) are different from other businesses because wrong use of Flexin may negatively affect both the end consumers or the patients and the health care profession.
Traditional Pharmaceutical Marketing Strategies adopted in Pakistan:

The pharmaceutical companies traditionally adopt four major marketing strategies for promoting their products1) Giving free samples to doctors; 2) Providing details of their products through journal articles or opinion leaders; 3) Gifts that hold the company logo or details of one or multiple drugs; and 4) Sponsoring continuing medical education.
Pharmaceutical representatives, also popularly known as medical representatives, are the major pharmaceutical marketing strategy for marketing drugs directly to the physicians. Typically, the expense of this sales force of any pharmaceutical company comprises anything ranging from 15-20% of annual product revenues. However, with changing times and new developments, the pharmaceutical industry faces some very serious strategic issues. So in Flexin Marketing Strategies we have to adopt the all these necessary strategies to promote the product in health sector, doctors and ultimately to the end users of Flexin. For promotion Sales Staff should be active and efficient so that we can capture the huge market for our product.
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New Pharmaceutical Marketing Strategies- Why Needed?

While most of the pharmaceutical companies successfully employ a host of marketing strategies to target various types of customers, the current business and customer trends are continuously creating new challenges as well as opportunities for increasing profitability. If we want to improve our Return-On-Investment (ROI), we have to adopt new communication technologies (digital media) along with their conventional sales force of medical representatives. We really need to adopt this multi channel marketing strategies for the following reasons. 1) The concept of blockbuster drugs is that all those Drugs who capture the whole market and people use to those product, they in fact addicted of that product. So to capture we have to use new way of communication in the market. 2) As far as other pharmaceutical companies are concerned, they already have sales force. However, with the use of digital media, having a lower investment cost we can easily get return on investment. 3) Customer behavior (doctors behavior) is rapidly changing. Doctors, who are getting more and busier with increasing patients, can be hardly seen by the medical representatives. They are more inclined towards Internet for obtaining relevant information. It is the time to build their marketing strategies around this digital media. Website marketing, online marketing, social media, forums, chat rooms and any other such media is an influential means to present the products and offers through opinion leaders.
The Right Pharmaceutical Marketing Strategy:

The right marketing strategy for any pharmaceutical company would be to build on proven strategic marketing principles, along with a focus on changing customer behavior. Use of digital media through Internet marketing plan is the best marketing strategy that can provide the basis for a changed business model. However, there should be some planning for using digital media for marketing too. It should be a multi channel marketing strategy but should identify the target audience. Every digital media used for all people cannot be called the right marketing strategy. The focus should be on the high value customer segment for
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pharmaceutical products. To formulate a marketing strategy, it is also crucial to know the existing markets as well as emerging markets of pharmaceutical drugs.
PROACTIVE STRATEGY
FLEXIN strategy is typically a blend of Proactive Actions on the part of managers to capture and improve the company market position and financial performance and as needed reactions to unanticipated
developments and fresh market conditions. The biggest portion of companys strategy flows from initiated action and business approaches that are working well enough to merit continuation and newly launched managerial initiatives to strengthen the companys well overall position and performance. In Flexin strategy the managements game plan is market analysis and market situation and its conclusions about how to position the company in the market place and tackle the task of competing for buyer patronage.
BLUE OCEAN STRATEGY

The Flexin marketing strategy is work as blue ocean strategy. Taking the advantage of blue ocean strategy, it creates uncontested market space. Flexin is pioneer in field of pharmaceuticals industries who is effective for Migraine, thats why it has no direct competitor. So our products Flexin first create demand in customer then capture the whole market. It also breaks the value-cost trade off. Six principle of blue ocean strategy for Flexin: 1) Reconstructs market boundaries 2) Focus on big picture, not the number 3) Reach beyond existing demanding 4) Get the strategic sequence right 5) Overcome key organizational hurdles 6) Build execution into strategy
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We are going to make market across the boundary. In Pakistan we are going to make the market for our product. We are going there within a strategic group within industry. According to focus on big picture, not the number there is more four steps to explain it these are under. We are initiator in pharmaceutical industry thats why we have no direct competitor yet now, although few substitute products already available in the market. We create six paths for our product Flexin according to blue ocean strategy. We get the advantage of observe the alternative product and services. We eliminate those changes which we need and which we have dont need change them or eliminate them. We make a strategy canvas by observing inside from the field for Flexin and get feedback o alternative strategy canvas from customer competitor and non customer. Following this feedback we built better strategy for future strategy. We distribute our strategic profile for better and easy comparison. We support our product Flexin to operational moves and our companies to close the gap of actualize to new strategy. To explain the reach beyond existing demand we have three tier of non-customer. First tier is SOON TO BE non-customer who is the edge of our market for Flexin. Second tier is REFUSING non-customer who consciously chooses against market. Third tier UNEXPLORED non-customer who is in market distant form our product head.
OPERATIONAL STRATEGIES AND GOALS:

Operations strategy is the total pattern of decisions which shape the long-term capabilities of any type of operations and their contribution to the overall strategy, through the reconciliation of market requirements with operations resources. Operations strategy is concerned with how each part of the business is organized to deliver the corporate and business-unit level strategic direction. Operational strategy therefore focuses on issues of resources, processes, people etc. According to the nature of business all businesses adopt different strategies to achieve the objective. Some common strategies are:
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Functional Strategies:
Functional strategy is the approach a functional area takes to achieve corporate and business unit objectives and strategies by maximizing resource productivity .It is concerned with developing and nurturing a distinctive competence to provide a company or business unit with a competitive advantage.
Total Quality Management (TQM):

Total Quality Management (TQM) is a comprehensive and structured approach to organizational management that seeks to improve the quality of products and services through ongoing refinements in response to continuous feedback. It is strictly implemented in Flexin in order to have greater credibility.
Business Level Strategy:

Business Strategy is a term used in business planning that implies a careful selection and application of resources to obtain a competitive advantage in anticipation of future events or trends. It is concerned more with how a business competes successfully in a particular market. It concerns strategic decisions about choice of products, meeting needs of customers, gaining advantage over competitors, exploiting or creating new opportunities etc. In this consideration FLEXIN competitors are those which have a great impact on people so it is essential to adopt such strategy to break this impact for which they are already working as they have different ideas in order to compete with its rival.
Pricing Strategy:
One of the four major elements of marketing mix is price. Pricing is an important strategic issue because it is related to the product positioning. Further more pricing affects other marketing mix elements such as product features and promotion. No matter what type of product you sell the price you charge your customers or clients will have a direct effect on the success of your business.
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CORE COMPETENCY
Core competencies are those capabilities that are critical to a business achieving competitive advantage. The starting point for analyzing core competencies is recognizing that competition between businesses is as much a race for competence mastery as it is for market position and market power. We can also say it as a unique ability that a company acquires from its founders or developers that cannot be easily reproduced. Core competencies are what give a company one or more competitive advantages, in creating and delivering value to its customers in its chosen field. In simple words we can say that a core competency is a concept in management theory. In this view it is a specific factor that a business sees as being central to the way it, or its employees, works. It fulfills three key criteria: It is not easy for competitors to imitate. It can be leveraged widely too many products and markets. It must contribute to the end consumer's experienced benefits. A core competency can take in various forms, including subject matter know-how, a reliable process or a close relationship with customers and suppliers. It may also include product development or culture, such as employee dedication, best Human Resource Management, good market coverage etc. Cluster of extraordinary abilities or related 'excellences' that a firm acquires from its founders, after consistent striving over the years, and which cannot be easily imitated. (Lawton, 1997). Core competencies are what give firm one or more competitive advantages, in creating and delivering value to its customers in its chosen field. (Suh, 2000).Also called core capabilities or distinctive competencies. See also core rigidities. When we talk about the core competencies of 4 head, then different competent features come in this category as wide product line, strong brand recognition, decentralized management, diverse brand portfolio and financial strength. Considering all these as the core competencies 4 head has confidence to launch and compete in Pakistani market as well. These are particular strengths relative to other organizations in the industry which provide the fundamental basis for the provision of added value. It is the collective learning in
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organizations which involve how to coordinate diverse production skills and integrate multiple streams of technologies. It is communication, an involvement and a deep commitment to working across organizational boundaries. Core competencies will lead an organization to its greatest opportunities. Once we define our core competencies, will let them exploit and they will show how to set your organization apart from your competition. Identifying and developing an organizations core competencies is way to sustain its long-term success and competitive advantage. Also it is an organizations ability to lead and motivate its employees towards a common goal which will become easier.
BRAND ELEMENTS What is brand element?

Basically Brand elements facilitate the process of consumer brain mapping and play a key role in building brand equity. Consumers over period of time are able to identify the brand through brand elements. The idea is to develop brand elements, which can properly communicate about brand and its point of difference from competing brands. There are various factors, which add to a good brand element. Brand element should be such that they can have a great recall power. These sort of logo stays in memory for long time. So the brand element should be such that it can be easily recalled. Another factor is significance and application, is branding element conveying either of this two for consumers or not? Significance here means that brand element should be suitable for that given product category. Consumer should not be left guessing about brand by looking at the element. Another factor for a good brand element is design and appearance; of course it depends on product Category Company is operating. For example, Apple products I-pod and Mac, design and appearance are such; anyone would be attracted towards them. . Examples of common brand elements include names, logos, symbols, slogans, and packaging. Marketers often
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choose brand elements to build brand equity to enhance consumers' brand awareness or facilitate their formation of strong, favorable, and unique brand associations.
Name: The name of our product is Flexin Logo:
Shapes: Its just a tablet in oval shape Color: Its packaging have Purple and White color and tablet have white color. Slogan: Relieves Pain, Restores Smiles
Following are the some elements which is necessary for any product to become a brand.
1. Memorability
Most important element of branding is memorability. The memorability factor of our brand is the name of the product, because there is a huge brand Abbot in the Name and Flexin is easy to remember and pronounced.
2. Meaningfulness
Second step of branding element is meaningful. Our product must have some meaning. So our product is very important in this regard that the Product name gives the meaning of the product and its usage.
3. Likability
Likeability means your product must be likeable. Our product will be very popular in customer and patient of headache. The usage of the product is so easy and just like a routine work because its just a tablet you have to take at the time of pain with water.
4. Transferability
Also transferability of our product is very easy. The size of our product and according to its packaging its very easy to transfer from one place to another place. Our product is simply a tablet its could not damage
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by pressing or damaging its packing. It is portable so that it is so easy to move across the boundaries. The Distributor will not face any difficulty to import the product form one county to another.
5. Adoptability
Our product is flexible and update by technology. Flexin is just a new development in pharmaceutical industry and easy solution of headache problem especially for those people who have Migraine problem. So those people can use it and it is easily adoptable in our culture. Actually there is no side effect of Flexin so that people easily accept it because its external usages. In our society mostly people are become hesitate and in doubt to use such medicine that have Internal use and may have some side effect as well.
6. Protect ability
Its legally product according to Pakistan rules and regulation because it has no side effects. People belongs to any age group can use the product. There is no issue of
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RISK MANAGEMENT PROCEDURE

In Risk Management Procedure we have to take different precautionary measures against unpredictable future plans. In this regard we have to do PEST analysis of the economy as well as conduct the Industry analysis. Porter Five Forces give a good picture of all the factors that affect the business environment. This necessary for every business so that in any case business faces any risk, we have enough resources and capabilities so that we will fight against all those circumstances and Risks elements.
RISK ANALYSIS
Risk management is the identification, assessment, and prioritization of risks followed by coordinated and economical application of resources to
minimize, monitor, and control the probability and impact of unfortunate events or to maximize the realization of opportunities. Risks can come from uncertainty in financial markets, project failures, legal liabilities, credit risk, accidents, natural causes and disasters as well as deliberate attacks from an adversary. Methods, definitions and goals vary widely according to whether the risk management method is in the context of Project Management, security, engineering, industrial processes, financial portfolios, actuarial assessments, or public health and safety.
CREATING A RISK MANAGEMENT PLAN

In Flexin, we select appropriate controls or countermeasures to measure each risk. Risk mitigation needs to be approved by the appropriate level of management. For instance, a risk concerning the image of the organization should have taken by the owner, who would have the authority to decide on risks. The risk management plan should propose applicable and effective security controls for managing the risks. A good risk management plan should contain a schedule for control implementation and responsible persons for those actions.
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IMPLEMENTATION
Implementation follows all of the planned methods for mitigating the effect of the risks. Purchase insurance policies for the risks that have been decided to be transferred to an insurer, avoid all risks that can be avoided without sacrificing the entity's goals, reduce others, and retain the rest.
TYPES OF RISK MANAGEMENT

There are several types of risks that might occur when we construct a coffee shop so we have to calculate and check that risks as well some of the risks are: Operational risk Financial risk Market risk Technological risk Schedule flaw Employee Threats Supplier Threats Import Regulations The launch the Flexin in Pakistani Market and get sustainable advantages we have to overcome all these Risk. In this regard a complete Risk management procedure should be implemented and different steps should be taken to avoid all these risks. In launching the product and making future plan, we should keep in mind all the Risk Factors in the business at every stage.
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LIMITATIONS AND OBSTACLES

It need higher start up Cost to Start a Pharmaceutical Business in Pakistan. There is Lack of technical, manufacturing, marketing, or engineering expertise can all be a significant obstacle to successful market entry Flexin basically capture the niche market. It is more difficult to carve out a niche in a crowded market. Punjab government not issues a No Objection Certificate (NOC) to the federal government for Drug Regulatory Authority (DRA), so no policy making at Federal Level. No improvement for the betterment of Pharma industry has so far been taken. Increase in the Tax rate at the time passes by the Govt. The major challenge which company faces is the total government control on the prices of all the enlisted products Import of product which costs a lot of precious foreign exchange Rapid devaluation of the rupee against the major currencies, due to which the profit margins are shrinking Increasing cost of manpower and energy Low R&D expenditure, which can lead to the suffering of the masses for not conducting sufficient research on the newly emerging diseases in the Pakistani environment Political instability is another major factor which is emerging as the major challenge to the pharmaceutical industry, because of discontinuation of the policies Market access is challenging and operational risks are high. Last but not the least, the failing law and order situation, due to which most of companies have suffered in terms of sales and also lack of reach to the customers in the affected areas.
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BEFORE USING FLEXIN HEADACHE TABLET

The Flexin Naproxen may soften or even melt at high temperatures (e.g. in a car or in the sun on a hot day), leading to a risk of distortion or spillage. Do not attempt to use Flexin if the tablet appears to be distorted, softened or fragmented.

Do not use if you are sensitive to Naproxen. For your safety do not put in the mouth for long duration. No evidence of associated side-effects has been demonstrated during use in pregnancy or lactation; however, no safety data for such use is available.
The Naproxen in Flexin may cause hypersensitivity reactions including contact dermatitis.
For internal use only
Flexin must only be used with water or milk. Stop using Flexin if it feels uncomfortable. If you experience any other undesirable effects, or if your symptoms persist or worsen, seek medical advice. If Flexin is accidentally swallowed, seek medical attention, taking the information leaflet with you. Keep Flexin away from sources of heat or warmth at all times.
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CONCLUSION
Medicines and drugs have a huge contribution to the health of the world. The discovery and the development as well as the effective use of drugs had helped to improved the quality of life of many people by helping to reduce the needs for surgical involvement and the span of time that they will be spending in the hospital and therefore help many people to save money. Pharmaceutical industry is one of the most important industries in the world. It is also considered as one of the most profitable industries having the third more profitable economic activity after the tourism and the finance industry. Pakistans pharmaceutical market is small and equally split between multinational and domestic companies. The pharmaceutical market in Pakistan is dominated by locally manufactured pharmaceuticals, predominantly generic drugs, which meet around 90% of countrys needs in 2011. Imported retail medicaments account for the remainder of the market, although manufacturers rely heavily on imported raw materials for production. Health is priority area of the Government activities. The high correlation between the expenditures on health and productivity in developing countries like Pakistan is enough to emphasize the importance of increasing health services as an aid to growth. Pakistan meets around 80% of its domestic demand of medicines from local production and 20% through imports. The pharmaceutical market size is Rs. 70 Billion (US $ 1.2 Billion) approximately. The market for pharmaceuticals in Pakistan has been expanding at a rate of around 10-15% since last few years. Flexin Naproxen is formulated to provide instant cooling relief from the pain of migraine and severe headache at the point of pain and to help relaxing tense head and neck muscles. The main triggers which help in causing this pain are due to stress or anxiety about anything which ultimately leads to depression and then headache. The other triggers can be poor posture of neck and depression. By keeping in view of the problems and current era stress in the youngsters this product is also designed in such a way that this can also be used by the people of age group from 12 years and above.
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This is product which is much more easy to be used by the patients at the point of swear pain. Different age groups and Gender faces two types of headaches mostly. One is Migraine and the second one is Tension Type Headache. People at early age suffer less Tension Type Headache as compare to those people who belong to the age group of 40 to 70 years old. The rate of people suffer from Migraine is more in the people belong to the age of 50 to 30 Years. The first step is to define your universe of competitors that some businesses may offer products or services that largely mirror those offered by your own company, while others may only dispense one or two products & services that compete with your company's offerings. For identifying the competitors of Flexin we will find that this company is having a lot of competitors these the products are in tablets, sticks and etc. Pharmaceutical industry is considered as one of the highly competitive industry in the world. In Competitor Analysis we do the SWOT analysis of Competitors. Flexin strategy we are focusing on Low Cost Strategy and we have a Low Cost advantage over the rivals. In Demographic we analysis of different age groups of Pakistan and Social Classes of Pakistan. We also get the detail analysis of Porters Five Forces for Flexin. In Value Chain activities all the Primary and Secondary activities of Flexin. Because value chain also is useful in outsourcing decisions. Understanding the linkages between activities can lead to more optimal make-or-buy decisions that can result in either a cost advantage or a differentiation advantage. To analyze the Market SWOT analysis and PEST analysis is the most important thing to get the detail reviewed of all these strategies. Financial Analysis describes all the key ratios that are essential to analyze the profitability and value of the product in the possible market. Core competency and Brand Elements of the product is also described in depth. This is the complete Marketing Report include all those essential topics that is necessary for any product launching in the market. In Pakistan Flexin is a huge potential to get the profitability and grip market share for the product.
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REFERENCES
http://www.badgerhillpharmacy.co.uk/product_catalogue/4_head_strips/index.html Accessed at: 17 Dec 2012 http://www.dcomoh.gov.pk/ Accessed at: 19 Dec 2012 http://www.espicom.com/prodcat2.nsf/Product_ID_Lookup/00000314?OpenDocument Accessed at: 21 Dec 2012 http://google.com/images/ Accessed at: 20 Dec 2012 http://www.indexmundi.com/pakistan/demographics_profile.html Accessed at: 16 Dec 2012 http://www.ppma.org.pk/PPMAIndustry.aspx Accessed at: 17 Dec 2012 http://www.plosone.org/article/slideshow.action?uri=info:doi/10.1371/journal.pone.0005827 Accessed at: 15 Dec 2012 http://www.medpk.com/pharmceutical_companies.php Accessed at: 15 Dec 2012 Drug Control Organization, Ministry of Health, Pharma Bureau of Information & Statistics Accessed at: 21 Dec 2012 Generic Pharmaceutical Association http://www.gphaonline.org/about-gpha/about-generics/facts 2007 Accessed at: 19 Dec 2012
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http://ivythesis.typepad.com/term_paper_topics/2009/09/glaxosmithklineplc.html#ixzz1hBJ5 4v Accessed at: 16 Dec 2012 Pharmaceutical Industry http://www.pharmaceutical-drug-manufacturers.com/pharmaceutical-industry/ Accessed at: 15 Dec 2012 Ministry of Health & Drugs control Organization & Ministry of Health. Accessed at: 22 Dec 2012 The Pharmaceutical Market: USA Opportunities and Challenges. Accessed at: 18 Dec 2012 The Pharmaceutical Market http://www.vfa.de/en/statistics/pharmaceuticalmarke Accessed at: 16 Dec 2012 Pakistan Pharmaceuticals and Healthcare Report Q2 2010, http://www.reportbuyer.com/pharma_healthcare/country_reports_pharmaceutical/ Accessed at: 18 Dec 2012 Population Clock. Population Census Organization. Statistical Division http://www.statpak.pk/depts/pcO Accessed at: 19 Dec 2012 http://www.reportbuyer.com/pharma_healthcare/country_reports_pharmaceutical/pakistan_p harmaceuticals_healthcare_report_q3.html Accessed at: 15 Dec 2012 http://wiki.answers.com/Q/What_are_the_social_classes_in_Pakistan#ixzz1hKt2H3lN Accessed at: 21 Dec 2012
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December 31, 2012

STRATEGIC MARKETING REPORT ON FLEXIN

Submitted To: Mr. Arif Vaseer

December 31, 2012

STRATEGIC MARKETING REPORT ON FLEXIN

December 31, 2012

STRATEGIC MARKETING REPORT ON FLEXIN

Submitted To: Mr. Arif Vaseer

December 31, 2012

STRATEGIC MARKETING REPORT ON FLEXIN

Submitted To: Mr. Arif Vaseer

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STRATEGIC MARKETING REPORT ON FLEXIN

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STRATEGIC MARKETING REPORT ON FLEXIN

PAKISTANS HEALTH SECTOR OVERVIEW

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STRATEGIC MARKETING REPORT ON FLEXIN

PAKISTANS HEALTH & PHARMACEUTICAL SECTOR (2011)

PAKISTANS PHARMACEUTICAL SECTOR OVERVIEW

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Submitted To: Mr. Arif Vaseer

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STRATEGIC MARKETING REPORT ON FLEXIN

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STRATEGIC MARKETING REPORT ON FLEXIN

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EXCEDRIN MIGRAINE (Novartis Consumer Health)