Assessment of

z
(R-CINEX)

SUBMITTED BY-

SURAJ PATHAK
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INTRODUCTION
R-Cinex 600 Tablet is a combination medicine used for the
treatment of tuberculosis.
Belongs to the rifamycin group of antibiotics and is used to treat
numerous bacterial infections like leprosy, tuberculosis and
Legionnaire's disease. This medicine is administered either by
mouth or intravenously. It works by interfering and preventing the
production of RNA by bacteria.

Manufacturer - LUPIN LTD

Composition - Rifampicin (600 mg) + Isoniazid (300 mg)

Prescription - Required
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REVENUE MIX
Cardiac Anti diabetic

Respiratory Anti infectives

Gastrointestinal Analgesics

Vitamins/Minerals/Supplements Neuro/CNS

Gynaecology Others

https://www.lupin.com/our-business/global-formulations/india/
LUPIN’S PORTFOLIO

The Company’s top five therapies contribute over 72% of our sales. Our focus is to
consolidate our leadership in these areas of strength by launching novel molecules
and building market share.

Lupin maintained leadership in Anti-TB and Respiratory, & ranked No. 1 and No. 2
respectively. In addition to this, ranks in the Anti-Diabetic, Neuro/CNS and
Gynaecology space and achieved market growth in the Respiratory, Anti-Diabetic
and Gynaecology therapeutic areas. At present, five of Lupin’s brands are in the Top
300 in IPM and continue to be the 2nd highest in revenues from new product
introductions.
BCG MATRIX FOR ANTI TB MARKET

R-CINEX Brand's
12.05% Largest
8.88% Market
0.5 Brand's
40.3
Market Competitor's Growth Annual
Brand Share Market Share Rate Revenue
FORECOX 8.88% 12.05% 10.9 29.7
R-CINEX 12.05% 8.88% 0.5 40.3
AKT-4 6.43% 12.05% -5.9 21.5

FORECOX 8.88% 12.05% 10.9 29.7

COMBUTOL 6.31% 12.05% 6.6 21.1

AKT-4
AKURIT-4 6.43%
6.07% 12.05%
12.05% -5.9
0.2 21.5
20.3

COMBUTOL 6.31% 12.05% 6.6 21.1

AKURIT-4 6.07% 12.05% 0.2 20.3

MARKET GROW TH RAT
BCG Matrix of R-CINEX
1200%

FORECOX
1000%
?
800%

600% CAMBUTOL

400%

200%
R-CINEX

AKURIT-4
0%
0.0 0.2 0.4 0.6 0.8 1.0 1.2

-200%

-400%

X -600%
AKT-4
$
-800%
RELATIVE MARKET SHARE
MARKET SHARE

BRAND'S MARKET
BRAND SHARE SHARE

AKURIT-4
R-CINEX 12.05% 15%
R-CINEX
30%

COMBUTOL
FORECOX 8.88% [PERCENTAGE]

AKT-4 6.43%

AKT-4
FORECOX
COMBUTOL 6.31% 16%
22%

AKURIT-4 6.07%
BRAND'S MARKET GROWTH RATE

BRAND'S MARKET
BRAND GROWTH RATE
12.0

10.0 Market
Growth Rate
R-CINEX 0.5%
8.0

6.0

FORECOX 10.9% 4.0

2.0

AKT-4 -5.9% 0.0

R-CINEX FORECOX AKT-4 COMBUTOL AKURIT-4

-2.0

COMBUTOL 6.6% -4.0

-6.0
Market
Growth Rate
-8.0
AKURIT - 4 0.2%
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MAJOR COMPETITORS

COMBUTOL FORECOX

AKT-4
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COMPETITOR STRATEGIES
FORECOX
Market Share- 8.88%

Growth rate – 10.9%

Net worth-

Company’s name- Macleods Pharmaceuticals

Strategy-
 Effective marketing strategy helps in achieving the
required objective

 Wide channel/network of distribution

 Competitive Pricing
z
AKT - 4

Market Share- 6.43%

Growth rate – -5.9%

Company’s name- Lupin

Strategy-
 Widely known drugs for treating tuberculosis & took competitive
advantage of it but in recent trend not showing adequate
performance in terms of their growth rate.

 Competitive Pricing

 Quality products with good efficacy and potency

 z
COMBUTOL

Market Share- 6.31%

Growth rate – 6.6%

Strategy-
Another product of lupin with valuable contribution in anti tb market

Consisting primarily of ethambutol (a bacteriostatic agent) widely

used for prophylaxis and treatment of tuberculosis.
Companies main focus is to block the sources of obstruction by
launching their product in market to eliminate competition with the
Competitors rather they have to compete with their products.

With this strategy Lupin holds primary position in anti-tb segment.

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SWOT
ANALYSIS
WEAKNESS
STRENGTH
Competitive price
Lack of credibility in
Low cost in R&D medical practitioner

Efficient distribution Patent expiration

channel

Favourable pricing & Technological

improvements & shifts
reimbursement policies

Intellectual property
Driving further innovation domain
OPPORTUNITY THREATS
 • Buyer concentration • Relative price
• Buyer volume performance of
• Buyer switching cost substitutes
• Substitute products THREAT OF • Switching costs
• Brand identity
SUBSTITUTES
PORTER’S FIVE FORCES

BARGAINING RIVALRY AMONG BARGAINING

POWER OF EXISTING POWER OF
CUSTOMER COMPETITORS SUPPLIERS

• Economies of scale
• Government policies
• Capital requirements
• Access to distribution
• Buyer concentration
THREAT OF • Buyer volume
• Buyer switching cost
NEW ENTRY • Substitute products
• Brand identity
 GOLD TREATMENT FOR TUBERCULOSIS

 Tuberculosis (TB) is an infectious disease usually caused by Mycobacterium

tuberculosis (MTB) bacteria generally affects the lungs but can also affect
other parts of the body. Most infections do not have symptoms and known as
latent tuberculosis.

 Antibiotics to kill the bacteria- Isoniazid and Rifampicin or -Combination of

several antibiotics TB requires much longer periods of treatment (around 6 to
24 months) to entirely eliminate mycobacteria from the body.

 The DOTS (Directly Observed Treatment Short-course) strategy of

tuberculosis treatment recommended by WHO was based on clinical trials
done in the 1970s by Tuberculosis Research Centre, Chennai, India.

 DOTS Is for MDR-TB Technical strategy develop by Dr. Karel Styblo in 1980
This contributed to a steady global uptake of DOTS TB control servies over the
subsequent decade. Whereas less than 2% of infectious TB patients were
being detected and cured from TB with DOTS treatment services in 1990,
approximately 60% are now benefiting from this care. Since 1995, 41 million
people have been successfully treated and up to 6 million lives saved through
DOTS and the Stop TB Strategy. 5.8 million TB cases were notified through
DOTS programmes in 2009
THANK YOU