EGPI

CASE

PRESENTATION
ASHRAF SHAHIN

ASHRAF SHAHIN

BioMed Business Unit 2014-2015

Over 17 years pharmaceutical experience

Rolling Manchester MBA Final Project

PPIS MARKET

MARKET ANALYSES&
OVERVIEW(ESMATAC)

PPIs Market

PPIs market is a growing market around 20% 2014-2015

I assume market has considerable price inelasticity (brand

gained market leadership with high price)

Nexium grow above the market trend 30%

Neximash Is a highest growth 2015 / 786% due to activities

and new pack

ESMATAC 2014 ve growth ??

ANTI COX MARKET

MARKET ANALYSES&
OVERVIEW(LORNOX)

Three Brands ( PPI, antiCox and laxative )

Anticox in mature around 2014-2015

Loroice is a market leader

A Lornox recently launched in last 2014 with 43% growth

at 2015

FORECAST FOR 2016, 2017 AND 2018?

2016

RANK

PRICE

NEXIUM

82

NEXIMASH

72

ESOMELODAN

39

EZOGAST

41

ESO-PROTOCOL

51

ESMOPUMP

64

8
9

ESOMEPEX
KLEMAZICE

40
40

528,077,806
46,746,798(120
%)
14,582,268(150
%)
8,010,894(150
%)
4,714,919(110
%)
3,001,005(150
%)
2,324,507(120
%)
1,061,856(120
%)
708,144(120%

ESMATAC
ESMATAC 2016 value 4,125,978 LE,
Units 137,532
Monthly 11,461 *30=343,831LE
Per Rep 11,461/39= 294 box per rep /month

WHAT WILL BE THE

LONG TERM FORECAST
FOR 2016, 2017 AND
1
LORNOXICAM
4,187,304
2018?
2016

RHEUXICAM

1,989,819

ZEFICAM

1,288,338

XEFO

263,116

TOPRANO

792,610

LORANOVIL

550,455

LORNOX

1395300(1500
%)

LORGEQUE

236,650

LORNICAM

7,007,000

15
25
10
15
16
10
5
10
13

EGYCUSATE MARKET

MARKET ANALYSES&
OVERVIEW(EGYCUSATE)

Laxatives Market

PPIs market is a growing market around 20% 2014-2015

I assume market has considerable price inelasticity (brand

gained market leadership with high price)

Nexium grow above the market trend 30%

Neximash Is a highest growth 2015 / 786% due to activities

and new pack

Ematac 2014 ve growth ??

EGYCUSATE 3YEARS FCST

NEW M0VED PRODUCTS FCST

BCG MATRIX

Egycusate is Star product ( Growing market with high Market share

ESMATAC & LORNOX is A question mark products Growing Market with

low

Market share

Anti-spasm, Multivitamin and Mucolytic. Is cash Cow products High Value

with mature market

TARGET GROUP

GIT ( 15)

IM (20)

Gps (20)

Ortho (15)

Total Med Rep List 70 Dr with average 7-8 visits daily

Average Coverage twice per month

Phs

P&L(2016)
2016

P&L

NO

Monthly
Package

Monthly Cost

MR

42

4,500

189,000

DM

7,500

37,500

Distribution M

PMs

8,000

8,000

Asst PMs

5,000

5,000

Incentive

25

1,500

37,500

Factory

G&A

Total Monthly cost

277,000

Total Manpower (Annual)

3,324,000

Total A&P (Annual)

1,200,000

Total Cost

4,524,000

Sales

14727244

Target Per Rep annually = 350,648 LE Monthly 29,220 LE.

P&L(2017)
P&L

2017

NO

Monthly
Package

Monthly Cost

MR

42

4,500

189,000

DM

7,500

37,500

Distribution M

PMs

8,000

8,000

Asst PMs

5,000

5,000

Incentive

25

1,500

37,500

Factory

G&A

Total Monthly cost

277,000

Total Manpower (Annual)

3,656,400

Total A&P (Annual)

1,500,000

Total Cost

5,156,400

sales

19,917,000

Target Per Rep annually = 474,214 LE Monthly 39,517 LE.

P&L(2018)
P&L

2018
NO

Monthly
Package

Monthly Cost

MR

42

4,500

189,000

DM

7,500

37,500

Distribution M

PMs

8,000

8,000

Asst PMs

5,000

5,000

Incentive

25

1,500

37,500

Factory

G&A

Total Monthly cost

277,000

Total Manpower (Annual)

3,988,800

Total A&P (Annual)

1,800,000

Total Cost

sales

5,788,800

25,790,000

Target Per Rep annually = 614,047 LE Monthly 51,170 LE.

New Line OTC 20 Med Reps will cost 540.000 -130,000 incentives annually
=670,000 EGP

TASK 1:
YOUR OBJECTIVE IS TO ACHIEVE RANK NUMBER 6
POSITION FOR ESMATIC AND NUMBER 3 FOR
LORNOX AS SALES VOLUME AMONG ITS ABOVE
MARKET BY MID OF 2016
ESMATAC:
What are the immediate measures will you take? (Short term
activities)
AM Centers Activities (Introduction visits and coverage)
Area Coverage (Remote Areas activities)kol Activities
No of Drs List ( classes, specialties and Coverage)
Team Selection (Experiences ,facilities )
Marketing activities(Group meetings, starter pack and KOL loyalty
Program)
Training

TASK 1:
YOUR OBJECTIVE IS TO ACHIEVE RANK NUMBER 6
POSITION FOR ESMATIC AND NUMBER 3 FOR
LORNOX AS SALES VOLUME AMONG ITS ABOVE
MARKET BY MID OF 2016
ESMATAC:

What will be your long term activities?

Pack solution (price +(PPI+HCL))
Tender activities
International activities
Dr (GIT)Clubs loyalty

TASK 1:
YOUR OBJECTIVE IS TO ACHIEVE RANK NUMBER 6
POSITION FOR ESMATIC AND NUMBER 3 FOR
LORNOX AS SALES VOLUME AMONG ITS ABOVE
MARKET BY MID OF 2016
LORNOX :
What are the immediate measures will you take? (Short term
activities)
AM Centers Activities (Introductions-Coverage)
New Positioning
No of Drs List ( classes and specialties)
OTC Campaign and activites (Bounces)
Area Coverage
Training
Marketing activities-Group meetings

TASK 1:
YOUR OBJECTIVE IS TO ACHIEVE RANK NUMBER 6
POSITION FOR ESMATIC AND NUMBER 3 FOR
LORNOX AS SALES VOLUME AMONG ITS ABOVE
MARKET BY MID OF 2016
LORNOX :
What are the immediate measures will you take? Long Term activities)
AM Centers Activities (Introductions-Coverage)
New Positioning
No of Drs List ( classes and specialties)
OTC Campaign and activites (Bounces)
Area Coverage
Training
Marketing activities-Group meetings

MAJOR PROJECT
PHS ACTIVITIES

Cooperation with other OTC company line to

promote LOROX and Other new moved Products

TASK 2:
IT IS MID OF THE YEAR, YOU HAVE ACHIEVED THE YTD
TARGET AND YOU ARE QUITE CONFIDENT THAT YOU
WILL ACHIEVE THE END YEAR TARGET. YOUR DIRECT
MANAGER GAVE YOU AN ADDITIONAL 80,000 LE. TO
SPEND. WHERE WILL YOU SPEND IT AND WHAT WILL
Before
3 additional
YOU DO
WITH IT?brands
We already challenge the ESMATAC from rank NO 6 to rank
NO Five
will direct the Extra Budget to this brand according IMS & its
a Nature of market ill
Also ESMATIC value and Revenue is a quit high
Will review the brands performance and according we can
enhance the OTC activities

TASK 2:
IT IS MID OF THE YEAR, YOU HAVE ACHIEVED THE YTD
TARGET AND YOU ARE QUITE CONFIDENT THAT YOU
WILL ACHIEVE THE END YEAR TARGET. YOUR DIRECT
MANAGER GAVE YOU AN ADDITIONAL 80,000 LE. TO
Market
analysis
SPEND.
WHERE WILL YOU SPEND IT AND WHAT WILL
Two
scenarios
YOU
DO WITH IT?
1st we can Grow
Incentive plan
Training
Market activities (Studies, Conference sponsorships in local and international conferences
Prepare For International Event to start invitation from Sept
2nd we are in best shape and no room to grow

Will review the brands performance and according we can enhance the OTC
activities
We should not consume

WILL YOU CHANGE YOUR BUSINESS MODEL /

STRUCTURE, WHY?
According to P&L sheets we can increase one extra line at start of 2018 as OTC line with
Phs activities and Gps visits
For the Time being we can cooperate with other (OTC) company line to promote the OTC
products Plus LORO
Structure will change to the following

Team

Cairo

3 FM + 16 Medical representatives

Alex

2 FM + 7 medical representatives

Delta

2 FM + 13 medical representatives

Upper Egypt

1 FM + 7 medical representatives

Plus One product manager + One asst PM

3 additional brands will transferred from other division

to your division. Anti-spasm, Multivitamin and
Mucolytic. The yearly sales of the latter products
(transferred products) in 9 months from 2015 is 3.7
million LE.
3,7Million in 9 months /4,900 Million in total 2015

What are your plan to promote these three products?

All of them needs GPs list and OTC Activities

THANK YOU
ASHRAF SHAHIN