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Date -10 Apirl 2012

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The Evolution of Newer Sales Models in the

Indian Pharma Industry
Pharma

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Fig.1- Changing Sales Dynmics in the Indian Pharma Industry

Announcement of
patent Regime

Massive restructuring Product patent

and scale up
implemented

companies start gearing up for

expansion
SF and portfolio Ramp up
Avg new products launched/yr:
650-700
Started investments in R&D

Shrinking pipelines
and rise of
pharmerging markets

Rapid adoption of business unit structure

Expansion to extra-urban geographies
Emergence of newer sales model like
taskforces, therapy experts
Co-promotion / Iicensing agreements kicked in
Rise of organized retall

Aggressive portfollo & sales force

expansion, >2,500 new products
Iaunched/yr
Gradual adoption of business unit structure
MNCs entering India and also Iaunching
blobal portfolle

1995-2000

2000-2005

Source : IMS intelligence

Events likely to impact

future sales models
Health Insurance
Govt adopting health
security measures for
certain sections of
society
GST Regime

2005-2010

Emergencd of new
stakeholders, sales
channels
Likely adoption of
newer sales model like
channel management,
KAM, CSO etc.

2010 and
Beyond

Future

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Date - 10 Apirl 2012

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Mankind Company

Zo Amhmbm

2
Notification

{Xbo AgyZ `m gX^mVrb _m{hVr Imbrb_mUo

To,
All Field Members
CONFIDENTIAL
UNWANTED-72 CAN BE SOLD WITHOUT PRESCRIPTION
Dear Colleagues,
In the past, as per DCGI (Drug Controller General of India) permission dated
31.01.08, Levonorgestrel 1.5 mg (Unwanted-72) was allowed to be sold by retail on
the prescription of a registered medical practitioner only.
However, as per the amendment dated 01.05.09, Levonorgestrel 1.5 mg (Unwanted-72) can be sold without the prescription of a registered medical practitioner.
Kindly use this notification / amendment to make Unwanted-72 available at all
the retailers & stockists.
Encl. : Notification & Amendment of DCGI

Heritage Brands Big Earners In Pharma

MUMBAI: In an age where billions of GPs who prescribe these medicines
dollars are being spent on research for routinely to people suffering from acute
new molecules and drugs, it appears that illnesses. Certain medicines enjoy a
old is still gold in the Indian strong brand legacy built over a long time,
pharmaceutical market. The 20 to 25- and over generations. Old molecules still
year-old heritage brands of painkillers, have a strong play in a cluttered, me-too
vitamins and cough syrups continue to market in India as they command a high
dominate the domestic pharma space and level of perception built over decades.
are still the money spinners. Riding on a Also, the disease categories here are
strong brand recall and increasing sales growing, and with more people in rural
from rural and untapped markets, these areas and small towns getting access to
drugs - including painkiller Voveran, treatment, these drugs register a strong
health supplement Revital, and cough volume growth as well, says Sujay
medication Corex - clocked annual sales Shetty, Partner PwC India. Globally,
of nearly Rs 200 crore each last year, some blockbuster medicines have made
and are growing at a strong double-digit very successful switches to the over-theclip year-on-year. Others heritage brands counter segment after losing patent
which are making the cash registers ring protection, and continue to clock high
include
sales. A lot
popular
of
these
STILL GOING STRONG
medicines
top-selling
Company
Launch MAT sales Sales
l i k e Brand
brands here
year
Oct11 CAGR-%
Combiflam
a
r
e
(Rs cr) (07-11)
( a n t i available
1992
219
18
inflammatory Human Mixtard 30/70 Abbott
over
the
Pfizer
1993
215
13
a
n
d Corex
counter, like
painkiller), Voveran
cough and
Novartis
1986
194
9
M
o
x PhensedyI Cough
f e v e r
Abbott
1996
190
15
(antibiotic),
medications.
Augmentin
GSK
1994
188
16
Liv-52 (for
People are
Ranbaxy
1989
182
26
l i v e r Revital
confident
Aristo
1990
167
20
ailments), Monocef
about which
B e n a d r y l Dexorange
pill to pop
FrancoIndian 1999
158
14
( c o u g h Taxim
as
they
Alkem
1989
149
8
syrup),
trust
the
Himalaya
1989
147
7
C a l p o l Liv-52
company,
(paracetamol)
also
Source: Industry, IDFC Securities and
a
n
d
because of
Shelcal (calcium and Vitamin D3). The loyalty to a particular brand. They
average age of all the best selling drugs continue to do so each time they are
is 19.3 years, with the oldest being 25- unwell, particularly so in cough and cold
year-old Voveran, manufactured by illnesses, fever, pain and for wellness,
Novartis, and the youngest, Abbotts 15- explains Kewal Handa managing director
year-old Phensedyl Cough, reveals an of Pfizer India, which owns heritage
IDFC Securities analysis of the top 10 brands like Corex (cough syrup),
largest-selling drugs (see table). Right on Becosules (vitamins), Gelusil (antacid)
top of the list is Abbotts anti-diabetic and Folvite (folic acid). Pharma
drug (insulin) with sales of Rs 220 crore. companies, meanwhile, are happy to
The brand was launched in 1992 and has leverage the brand equity enjoyed by
registered a 18% CAGR over CY07-11. these mature established brands, and
Significantly, despite their vintage, the reap the benefits for a long time. Says
top 10 brands continue to grow steadily Ranjit Shahani, VC and MD of Novartis
with a revenue CAGR of 14.2% over India, which owns painkiller Voveran and
CY07-11, signifying a high brand Calcium Sandoz in its portfolio, With
fewer new chemical entities being
stickiness.
This is quite unlike the developed launched, pharma companies are trying
countries where the average age of top to see how they can extend many of
brands is typically 12-15 years, depending these strong brands as many of these
on the length of patent protection, still account for a large chunk of the
analysts TOI spoke to said. One of the companys bottomline. In the analysis,
reasons why old brands are still popular domestic players dominate the rankings
here is because painkillers, cough and with a 65% share by owning 196 brands
cold medication and antibiotics are mostly in the top-300 list. However, despite a
prescribed by general practitioners (GPs). limited presence in India (20% of the total
Smaller cities and towns continue to have domestic sales).

Date - 10 Apirl 2012

Pharma Company Manthwise Ranking

Rank
Rank
Rank Rank Rank Rank
Rank
Rank Rank Rank Rank
Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12

Monthly Ranking
IPM
Abbott + Abbott HC + Solvay

Rank
Feb-12

Cipla

Sun

GSK

Zydus + Biochem

Ranbaxy

Mankind

Alkem + Cachet + Indchemie

Pfizer + Wyeth

10

10

10

10

Lupin

10

10

10

10

10

10

10

10

Sanofi + Universal

11

11

12

12

12

13

13

12

11

11

11

11

Macleods

15

14

14

14

13

14

14

14

13

13

12

13

Intas

12

12

11

13

14

14

14

14

13

13

12

13

Aristo

13

13

13

11

11

12

12

13

14

14

14

14

Dr. Reddys

14

15

15

15

15

15

15

19

17

15

15

15

Glenmark

19

20

20

18

17

18

18

18

19

16

16

16

Wockhardt

16

16

16

16

16

16

17

15

15

18

18

17

Micro

18

17

17

19

18

17

16

17

16

17

17

18

Novartis

17

18

21

17

19

20

21

20

20

20

19

19

USV

20

19

18

23

22

21

22

22

21

21

20

20

Theraputic Sigment
Super Group

2010

Yerly Manth
2011 Dec-10 Dec-11 MAT GR Mth GR

~b WmoS>`mV _m{hVr
Yerly

Super Group

Manth Feg

Val (Cr) MS% GR% Val (Cr)

MS%

Gr%

IPM-Indian Pharms asarte 52536 60375 4738

5480

14.9

15.7

IPM (Rs. Cr)

61980

100

15.4

5170

100

18.5

ANTI-INFECTIVES

9170 10161

817

907

10.8

11.0

ANTI-INFECTIVES

11273

100

10.9

904

100

14.8

CARDIAC

6002

7165

562

659

19.4

17.2

CARDIAC

7355

100

19.7

642

100

22.1

GASTRO INTESTINAL

6147

6905

514

593

12.3

15.5

GASTRO INTESTINAL

7069

100

12.5

565

100

16.2

VITAMINS / MINERALS / NUTRIENTS

4403

5167

381

451

17.3

18.4

PAIN / ANALGESICS

5789

100

13.5

459

100

13.5

RESPIRATORY

4179

4744

432

494

13.5

14.2

RESPIRATORY

4860

100

13.8

442

100

16.3

PAIN / ANALGESICS

4160

4663

370

415

12.1

12.1

VITAMINS / MINERALS / NUTRIENTS

4375

100

18.2

360

100

22.5

GYNAECOLOGICAL

3317

3796

286

334

14.4

16.7

ANTI DIABETIC

3936

100

27.1

356

100

35.3

ANTI DIABETIC

3007

3756

278

360

24.9

29.3

GYNAECOLOGICAL

3892

100

14.6

324

100

16.4

NEURO / CNS

3219

3694

292

334

14.7

14.7

NEURO / CNS

3747

100

15.1

320

100

18.7

DERMA

2621

3052

238

286

16.4

19.8

DERMA

3146

100

17.7

260

100

23.1

Car Air-Conditioning Dangerous Must Read !!

No wonder more folks are dying from cancer
than ever beford.
We wonder where this stuff comes from but
here is an example that explains a lot of the cancer
causing incidents. Hmmm. Many people are in
their cars first thing in the morning and the last
thing at night, 7 days a week. As I read this, it
makes me feel guilty and ill. Please pass this on
to as many people as possible. Guess its not too
llate to make some changes.
Car A/C (Air Conditioning) Must Read !!!
Please do Not turn on A/C as soon as you
enter the car.
Open the windows after you enter your car
and turn On the AC after a couple of minutes.

Heres why :
According to a research, the car dashboard,
sofa, air freshener emit Benzene, a Cancer
causing toxin (carcinogen-take time to observe
the smell of heated plastic in your car.)
In addition to causing cancer, Benzene
poisons your bones, causes anemia and reduces
white blood cells.
Prolonged exposure will cause Leukemia,
increasing the risk of cancer.
Can also cause miscarriage.
Acceptable Benzene level indoors is 50mg
per sq.ft. A car parked indoors with windows
closed will contain 400-800 mg of Benzene.
If parked outdoors under the sun at a

temperature above 60 degrees F, the Benzene

level goes up to 2000-4000 mg, 40 times the
acceptable level. People who get into the car,
keeping windows closed will inevitably inhale, in
quick succession, excessive amounts of the toxin.
Benzene is a toxin that affects your kideny and
liver.. whats worse, it is extremely difficult for your
body to expel this toxic stuff.
So friends, please open the windows and door
of your car-give time for interior to air out-dispel
the deadly stuff-before you enter.
Thought :
When someone shares something of value
with you and you benefit from it, you have a moral
obligation to share it with others.

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The Evolution of Newer Sales Models in the Indian Pharma Industry

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ZYDUS LTD (CND)

SUGAMET MC 500MG 10TABS

SUGAMET V 0.3 10TABS
SUGAMET V 0.2 10TABS
GERMAN REMIDIES LTD. (AEROFORCE) MUCOTAB PLUS 10CAPS
CADILA PHARMA LTD (LE-SANTE DI)
LORFAST MT 10TABS
CADILA PHARMA LTD.(MAGNA PHARM)
HEPASAVE 10CAPS
PANZYNORM HS 10TABS
FEMIPROST 125MG 5* 0.5ML
PUPIN (PHARMA)
LUPILA 10MG 10TABS
LUPILA 5MG 10TABS
SERDIA PHARMA (INDIA) PVT. LTD.
COVERSYL AM 8/10MG 10TABS
COVERSYL AM 4/10MG 10TABS
COVERSYL AM 8/5MG 10TABS
WYETH LEDERLE LTD. (SPECIALITY)
WYSOLONE 10DT 15TABS
ZYDUS LTD (SYNOVIA)
ENTEHEP 1MG 10TABS
OSTIGARD 200MG 10 CAP.
ZYDUS CADILA (HEALTH)
RANBAXY LABS LTD (REXTAR)
GLAXO SMITHKLINE#GLAXO DERM
GLAXO SMITHKLINE#GLAXO ASCLEP

GERMAN REMIDIES LTD. (RESPICARE)

MERCK LTD (CHC DIVITION)
GLENMARK LTD (HEAL THEON)
LUPIN LTD (DIABETES)

CHARAK PHARMA (CLASSIC DIVN.)

ALCON INDIA LTD. (PAREKH DIST)
ABBOTT INDIA LTD (MAGNUS DIVN)
MOLEKULE LTD
DR.REDDYS LABS (DERMA DIV.)
MANKIND PHARMA LTD. (DISCOVERY)

NOVARTIS (MATURE PRODUCTS DIV)

ZYDUS CADILA (HEALTH) NUTRIVA D
BAYER ZYDUS PHARMA (ZYDUS DIV)
MAGNET LABS PVT LTD (MANKIND PH)

ZYDUS LTD (CARDIVA DIV.)

LIFESTAR PHARMA PVT LTD

ABBOTT HEAL THACARE (MND DIV)

GLENMARK PHARMA (ZOLTAN CARE)

CADILA PHARMA (MAGNA*STAR) DIV

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Item Name

GLENMARK (RESPIRTORY DIV)

OXALGIN-M.T. 10TABS
RANPAN DSR 10 CAPS
DUOFILM 15ML
SASTID BAR 100GM
TORTEC 5MG 10TABS
TORTEC 10MG 10TABS
ACTIBASE NEUTRAL 200GM
ACTIBASE VANILA 200GM
TORTEC 20MG 10TABS
ODIMONT FX 10TABS
SEVEN SEAS 10CAPS
ONABET CREAM 15GM
OLMAX 40AM 10TABS
OLMAX 30/40MG 10TABS
GLUCONORM G PLUS 1MG 10TABS
GLUCONORM G PLUS 3MG 10TABS
GLUCONORM G PLUS 2MG 10TABS
OSTOLIFE NUTRA 30TABS
AZOPT 5ML DROP
OBIMET GX2 FORTE 10TABS
OBIMET GX1 FORTE 10TABS
ESFOLIN PLUS 10TABA
AVARTA CREAM 50GM
TRIGLIMESTAR 2MG 10TABS
TRIGLIMESTAR 1MG 10TABS
MONTICOPE SYP 60ML
MAHACEF 400MG 10TABS
VOVERAN 50GE 15TABS
INFLAGO 10TABS
VAGESTION 300MG 10CAPS
POLOSTAN SR 10TAB
BRUTACEF AZ 500MG 6TABS
NOBEL COLD 10TABS
IGNITOR 10TABS
NOBLOK (RF) 10TAB
IBUKIND PLUS 60ML SYP
FLOTRIP PLUS 10TABS
ASTHAKIND 10TABS
ASTHKIND 10TABS
URIKIND K 100ML SYP
TOBASTAR F EYE DROP 5ML
NOBLOK SYP 60ML
NOBLOK DROP 15ML
ENSURE FOS VAN.53 4GMS
RAZEL 40MG 10TABS
VIVALOL AM 50MG 10TABS
VIVALOL AM 25MG 10TABS
VIVALOL XL 25MG 10TABS
VIVALOL XL 50MG 10TABS
BALOCAD 10TABS
ROSMI 5MG 10TABS
ROSMI 20MG 10TABS
ROSMI 10MG 10TABS
ZILION SL 5MG 10TABS
ZILION SL 5MG 10TABS
INSTAHALER P
AIRTIO F INHALER
AIRTIO INHALER

nbmoS> {S>Q>r`wQ>g
173,

amYm{H$gZdmS>r, ~mbJYd Iwbo ZmQ>Jhm`m _mJo, OiJmd.

Phone No. : 2229155, 2228706, 2224877, 2220480, 2224071

email - j_palod@bsnl.in

Mob. No. : 9730043579

Fax - 0257- 2224799

www.paloddistributors.com

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