Fenofibrate 160 mg

Fibrates :

THAMONWAN THEERABUNCHORN

FIBRATES

FUNCTION & BENEBITS

STATINS WEAKNESSvs.

FIBRATES STRENGTH

AgentEffects on

LDL

Effects on

HDL

Effects on

TG

Resins +++ + 0

Fibrates + +++ ++++

Niacins ++ ++++ +++

Statins ++++ ++ ++

Characterictics of Drugs Affecting Lipoprotien Meatbolism;AAFP

FIBRATES

MARKET TREND

a fibric acid derivative plus

lower-dose statin

Combining Fibrates and Statins to Lower Cardiovascular Risk Anne Peters Harmel, MD

cardiovascular disease risk reduction

statin therapy alone

FIBRATES

MARKET SIZE

accounted for 25% of the

cardiovasculardisease population.

PROCAM study

observational subject with an LDL-C:HDL-C more than 5 and a elevated TG level .

FIBRATESGEMFIBROZIL vs. FENOFIBRATE

MARKET COMPETITION

Competitive Analysis

Less ADR among other

Fibrates

25% of Artheroscerosis

Patient are Triad-Dyslipidimia

Better risk reduction

Competitive Advantages:

FENOFIBRATE

MARKET PATTERN

FINOFIBRATE USAGE PATTERN IN THE MARKET

Strengths 2004 2005 2006 2007 est2008 est2008

TOTAL 6 7.46 9.47 11.85 13.6813.68

(100%)

160 mg 3.35 4.37 5.85 7.31 8.328.32

(61%)

200 mg 0.55 0.44 0.3 0.38 0.440.44

(3.22%)

300 mg 0.91 1.21 1.87 2.57 2.722.72

(20%)

100 mg 1.2 1.45 1.44 1.54 1.481.48

(11%)

145 mg - - - 0.047 0.720.72

(4.8%)

FENOFIBRATE 160 mg

MARKET SIZE and TREND

3,346,950

4,374,950

5,692,5606,525,180

7,015,800

0 0 160,380782,490

1,292,160

3,346,950

4,374,9505,852,940

7,307,670 8,307,960

2004 2005 2006 2007 est2008

Fenofibrate 160 mg MarketSupralip3x10'sTAB

Fibril3x10'sCAP

TOTAL

+24%

+30%

+13%

• Goals and Objective

• Target

• Positioning

• Tools

• Budget

MARKETING PLAN

Total MK

8,307,960(100%)

est2009 est2010

9,138,756(100%)

est2011

10,052,632(100%)

7,015,800 (84%)

7,311,005(80%)

1,292,160(16%)

1,827,751(20%)

SUM SHARE

(95%)

(90%)

(85%)

0% 0%

502,632(5%)1,005,263(10%)1,507,895(15%)

Fenofibrate Market Share Objective

TARGET SALES GOAL:

price 6 bath/tab

price 5 bath/tabprice 4 bath/tab

502,632(5%)1,005,263(10%)1,507,895(15%)

3,015,553 5,026,3166,031,579

Tablet

Bath

Price

รพท47

รพศ18

รพช652

25% out of Zimva Account

TARGET MARKET:

12

5

105

Product1. Quality Assurance Document BE avialable Reg. avialable Dissolution Profile avialable2. Unit Dose Pack 3x10’s

Price In between 4-6 bath

Penetration and Channel Distribution 25% penetration into all level of hospital

Promotion1.Sample2.Gimmick3.Leftlet

Budget

1. Sample : (12 + 5 + 105) x 1= 14,640 บาท

2. Gimmick: (25 + 68 + 760) x 5 x 50= 213,250 บาท

3. Leftlet: (25 + 68 + 760) x 10 x 10= 85,300 บาท

TOTAL = 313,190