calcium orotate presentation
TRANSCRIPT
Chemist introduces
Calcium Orotate 400 mg Tablet
King of Calcium Supplements
Product : Easycal®®
Generic : Calcium Orotate Dosage form : Tablet Strength : 400 mg Pack Size : 3X10’s (30’s) Physician’s Sample : 400 mg (4’s) Therapeutic Class : Calcium preparations Product Strategy : Market Penetration & Market
Development PLC Stage : Growth Stage
Product Orientation
About Calcium Orotate…
Easycal contains Calcium Orotate. Orotate assists the transport
of Calcium through cellular membrane structures, thus facilitating
the intracellular uptake of Calcium, particularly in bone.
Orotate ferries the mineral atoms into cells and tissues,
producing higher concentrations.
Mechanism of Action
Ref.: www.goodnessdirect.co.uk
Why absorbed form?
So, is the best absorbed Calcium
Ref.: International Conference on Medical, Biological and Pharmaceutical Sciences, June 17-18, 2013 London (UK)
Works better in Osteoporosis
No. of Patients: 80; Female Disease condition: Postmenopausal osteoporotic patientsMean Age: 59 yearsDuration: 02 months
So, works better in Osteoporosis
2.5 times less
disability
Ref.: globalhealingcenter.com/supplements/intracal
Better than Calcium Carbonate
Sl No. Parameters Calcium Carbonate Calcium Orotate
1 GI discomfort Yes No
2 Constipation Yes No
3 Formation of non absorbable complex with Fe & Mg Yes No
4 Interference with Fe absorption Yes No
5 Calcification in Kidney Yes No
So, works better than Calcium Carbonate
Conventional calcium e.g. Calcium Carbonate depends on Vitamin D for absorption. Vitamin D causes this undesirable effect. As Calcium Orotate does not depend on Vitamin D for absorption, Easycal doesn’t cause stone formation in kidney.
IndicationIndication• Osteoporosis• Osteoarthritis• Calcium deficiency during Pregnancy and Lactation• Fracture• Post Menopausal women• Low back pain• Spondylitis• Hip joint surgery• Hypo parathyroidism
Dose
2-3 Tablets daily
Situation Analysis
Brand Name Manufacturer Launching year Sales Tk cr. Share % Growth
Total Pharma market 13,038.67 100.00 15.18%
MINERAL SUPPLEMENTS 390.20 8.56% 22.98%
CALCIUM 373.06 95.60% 24.49%
CALORATE Beximco 2013 12.25 3.28% 27.25%
ORTICAL Opsonin 2014 4.30 1.15% 44.90%
INTRACAL Incepta 2013 3.63 0.97% -16.15%
PROTEBON-P Beacon 2014 2.03 0.54% 999.00%
ROTACAL ACI 2015 1.19 0.32% 999.00%
CALBORATE Square 2015 0.90 0.24% 999.00%
CALDIL-OT Drug International 2015 0.66 0.18% 999.00%
CALOFAST Sk+F 2014 0.47 0.13% 34.37%
CALCIN-O Renata 2015 0.34 0.09% 999.00%
Easycal Chemist 2016 2.70 LC
PricePriceCompetitors’ Price: 400 mg
Product Name Company Pack Size Unit Price (Tk.)
Price of pack (Tk.)
Calorate Beximco 30’s 8.00 240.00
Intracal Incepta 30’s 8.00 240.00
Ortical Opsonin 30’s 8.00 240.00
Calofast SK+F 30’s 8.00 240.00
Protebon-P Beacon 30’s 8.00 240.00
Our Price:
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TP 6.00 Tk./tabletMRP 8.00 Tk./tablet
Brand ImageGood reputation to customers among other existing brand, i.e; CaldolinSkilled & Large FFWe have 780 MBBS & 960 below MBBS Donated Doctors
Strength
SSWWOTT Analysis Analysis
We don’t have Specialist Doctor listStill we could not earn our target Rx share
Weakness
Opportunity Opportunity We have successfully Marketed CaldolinMarket size is increasing day by dayMore Chemist benefit than competitorsGrowth of Calcium Orotate is positiveRx is increasingLess Market Saturation
Threat
Competitors are working vigorously21 competitors
Sales Objective in 2016
UNIT Value in Cr.
Easycal 1,00,000 1.80
Required Productivity/MonthRequired Productivity/Month
TP UNIT Value in lac
Easycal 180.00 10,000 18.00
Easycal TP Box/ Month Value in Tk
All Area 180.00 12 2160.00
Required Productivity/Month /FFRequired Productivity/Month /FF
Required Rx Support (830 FF)
Easycal 15 Rx/month/FF
Month Sample Literature Small Gift Special Gift
Mar, 16 √ √
Apr, 16 √ √ √
May, 16 √ √ √
June, 16 √
July, 16 √ √ √
Aug, 16 √ √
Sept, 16 √ √
Oct, 16 √
Nov, 16 √ √
Dec, 16 √ √ √
Promotional Tools: SamplePromotional Tools: Sample
Regular Mobile Communication with 2 AH by PMD
Focusing the utilization of Promo material
One Rx day in every 3 months
Rx Feedback from FM level to GM, Marketing
A special refresher course will be arranged by FM individually
with their team members to improve their product knowledge &
detailing skill
This refreshers course will be arranged once per month with one
team according to their suitable time & date.
Elements of MonitoringElements of Monitoring
Target DoctorsTarget Doctors
• Orthopedics• GP• Gynecologist• Medicine specialists• PC/RMP
Key Talking PointsKey Talking Points
Does not depend on Vitamin-D for absorption
Ensures highest Calcium absorption
Shows better affinity for bones & cartilage tissue
Works better in Osteoporosis than Calcium carbonate
& Vitamin-D
Debolin: Ensures Maximum Vit D
Caldolin: Optimum Calcium through better absorption. As well as Meets the extra demand of Vitamin D
Easycal: The super absorbed form of Calcium
PositioningPositioning
Promotional toolsPromotional tools
• Literatures• Physician’s Sample (400 mg)• Pen• Pen Holder
Wish you every success with