2011 MARKETING PLAN

Situation analysis

BUD-2010 Expected 2010

Units Value Units Value Ach% Grth%
KSA 50,000 1,644,440 39,113 1,286,380 78% 52%
UAE 65,000 3,361,150 51,545 2,665,392 79% 13%
Other GCC 8,500 386,068 8,468 384,333 100% 46%
Other Mkts 370,000 2,169,146 285,315 1,717,110 79% -14%
Total 7,560,804 6,053,215 80% 11%
 Situation analysis
MAT Nov 2010
Sales Sales
Launch Mkt.
R.P. DHs Units Value Grth%
Date Shr%
(000) (000)
Omeprazole Mkt UAE 607 56,021 7 100.0
1 GASEC M EPHA 04/1999 93 12,211 14 21.8
GASTROCAPS 20 MG 14 104.5 59 6,176 0 50.6
GASTROCAPS 20 MG 28 202.0 28 5,742 35 47.0
GASTROCAPS 20 MG 7 56.0 5 292 2 2.4
2 OM EZYN RANBAXY 01/2006 84 6,859 65 12.2
CAPS 20 MG 15 82.0 84 6,859 65 100.0
3 EM ILOK GLOBALPHARM A 05/2006 84 6,258 7 11.2
ENTER C.CAPS 20 MG 14 74.5 84 6,258 7 100.0
4 OM IZ TABUK 05/2004 61 4,852 -9 8.7
ENTER C.CAPS 20 MG 14 80.0 61 4,852 -9 100.0
5 R-OM EZ DR REDDYS 12/2006 39 4,489 -25 8.0
CAPS 20 MG 20 114.5 39 4,489 -25 100.0
6 M INISEC KSP 04/2002 37 4,417 -6 7.9
GASTROCAPS 20 MG 14 105.5 29 3,074 5 69.6
GASTROCAPS 20 MG 28 204.5 6 1,211 -25 27.4
GASTROCAPS 20 MG 7 57.5 2 131 -16 3.0
7 LOSEC ASTRAZENECA xxx 31 4,152 -11 7.4
MUPS TABS 20 MG 14 133.0 31 4,152 -11 100.0
CAPS ENTER. 20 MG 14 155.5 0 0 0 0.0
8 OM EDAR DAR AL DAWA 03/2002 64 4,046 27 7.2
ENTER C.TABS 20 MG 14 63.5 64 4,046 27 100.0
9 OM EPREX SAJA PHARM . 04/2005 45 3,524 75 6.3
CAPS 20 MG 14 67.5 37 2,493 57 70.7
CAPS 20 MG 28 135.5 8 1,031 144 29.3
10 NEOPRAZOLE NEOPHARM A 07/2006 30 2,381 5 4.3
ENTER C.CAPS 20 MG 14 80.5 30 2,381 5 100.0
11 OPRAZOLE HIKM A 10/2002 18 1,162 32 2.1
ENTER C.TABS 20 MG 14 64.5 18 1,162 32 100.0
12 OM ERAL JAZEERA PHARM .IND. 01/2004 14 1,119 -26 2.0
CAPS ENTER. 20 MG 14 80.5 14 1,119 -26 100.0
13 GASTRAZOLE AM RIYA 07/2004 4 239 -8 0.4
ENTER C.CAPS 20 MG 14 58.0 4 239 -8 100.0
14 RISEK JULPHAR 01/1996 3 221 -70 0.4
CAPS ENTER. 20 MG 14 80.5 3 221 -70 100.0
CAPS ENTER. 20 MG 28 156.5 0 0 0 0.0
15 TORSEC TORRENT 03/2009 2 90 926 0.2
CAPS 20 MG 10 47.0 2 90 926 100.0
16 HYPOSEC RAM PHARM ACEUTICAL 03/2009 0 1 --- 0.0
CAPS 20 MG 14 52.5 0 1 --- 100.0
 Situation analysis
MAT Nov 2010
Latest
Price Sales Sales
Launch Mkt Shr Mkt Shr
MAT/11/2 Units Value Grth%
Date Units % Value %
010 (000) (000)

Omeprazole Mkt KSA 2,183 100.0 87,933 17 100.0

1 GASEC MEPHA 05/2006 712 32.6 20,232 24 23.0
GAST.RES.CAP 20 MG 14 22.92 488 68.5 11,175 6 55.2
GAST.RES.CAP 20 MG 28 40.33 225 31.5 9,057 56 44.8
2 OMIZ TABUK 04/2002 248 11.4 15,522 23 17.7
CAPS 20 MG 14 62.57 248 100.0 15,522 23 100.0
3 RISEK JULPHAR 10/2001 121 5.5 9,356 22 10.6
CAPS 20 MG 14 77.26 121 100.0 9,356 22 100.0
4 ACILOC JAMJOOM PHARMA 07/2004 176 8.0 7,871 9 9.0
CAPS 20 MG 14 47.69 154 87.7 7,340 10 93.3
CAPS 20 MG 7 24.50 22 12.3 531 2 6.7
5 HYPOSEC RAM PHARM. IND. 02/2003 275 12.6 7,233 69 8.2
CAPS 20 MG 14 26.33 275 100.0 7,233 69 100.0
6 OMEDAR DAR AL DAWA 05/2003 271 12.4 6,460 17 7.3
ENT.C.TABS 20 MG 14 23.82 271 100.0 6,460 17 100.0
7 LOSEC MUPS ASTRAZENECA 08/2001 45 2.1 4,710 1 5.4
FILM C.TABS 20 MG 14 103.96 45 100.0 4,710 1 100.0
8 OMEPREX SAJA PHARM. 09/2003 70 3.2 4,201 18 4.8
CAPS 20 MG 14 52.99 56 80.1 2,960 26 70.5
CAPS 20 MG 28 89.21 14 19.9 1,241 2 29.5
9 GASTROZOLE RIYADH PHARMA 08/2002 62 2.9 3,503 15 4.0
CAPS 20 MG 14 56.32 62 100.0 3,503 15 100.0
10 EMILOK GLOBALPHARMA 04/2007 57 2.6 2,198 8 2.5
ENT.C.CAP.GR 20 MG 14 38.58 57 100.0 2,198 8 100.0
11 OPRAZOLE HIKMA 06/2001 41 1.9 2,153 -20 2.4
TABS 20 MG 14 52.62 41 100.0 2,153 -20 100.0
12 OMEZYN-20 OMAN PH. 12/2007 41 1.9 1,899 -15 2.2
CAPS 20 MG 15 45.96 41 100.0 1,899 -15 100.0
13 EPIRAZOLE EIPICO 10/2003 45 2.1 1,327 -3 1.5
CAPS 20 MG 14 29.41 45 100.0 1,327 -3 100.0
14 OMERAL JAZEERA PHARM.IND. 01/2006 18 0.8 1,269 -27 1.4
CAPS 20 MG 14 69.57 18 100.0 1,269 -27 100.0
15 LOSEC ASTRAZENECA 07/1991 0 0.0 0 0 0.0
CAPS ENTER. 20 MG 14 114.57 0 --- 0 0 ---
CAPS ENTER. 20 MG 28 208.30 0 --- 0 0 ---
 PPIs Rx Share per Disease

5% 5%
11% 34%
SUSPECTED ULCER
GASTRITIS AND DUODENITIS
13% GASTRO/OESOPH REFLUX DIS
ULCER (GASTRIC/DUODENAL)
DYSPEPSIA
OTHERS
27%

5
 Main Prescribers

3% 1%

20%

GENERAL PRACTITIONER
INTERNAL MEDICINE
CARDIOLOGISTS

75% GYNECOLOGISTS

6
 Positioning

The high quality brand of Omeprazole for the guaranteed

treatment of acid related disorders including
PEPTIC ULCER, GERD & GASTRITIS

7
 Selling points

•Bioequivalent to the originator brand

•Superior acid control at the final stage; irrespective of stimulus.

•Round the clock healing environment with single daily dose.

•Unmatched rate of Ulcer healing & symptoms relief.

•Higher eradication of H.pylori

•The integral part of the most successful & updated Ulcer therapy
8
 Target indications

•Duodenal & Gastric Ulcers

•Suspected ulcers

•Reflux Oesophagitis

•Gastritis & Duodenitis

 Target Audience

Doctors Pharmacies
GIT Private

GPs
Institutional

Internists
 Qualitative objectives

•To establish Emilok as the high quality brand of

Omerprazole from Global Pharma

•To establish Emilok as the drug of choice in Peptic Ulcer,

GERD & Gastritis
 Quantitative objectives

•To achieve 2011 Forecasts with total value 8 M. Dhs (CIF)

•With Grth 32%

BUD-2011
Units Value Grth%
KSA 49,045 1,613,031 25%
UAE 62,000 3,206,020 20%
Other GCC 11,000 504,212 31%
Other Mkts 380,000 2,687,481 57%
Total 8,010,744 32%
 Promotional Activities
KOLs Development Program

Objectives

•To develop strong relation with KOL Drs

•To create top of mind product awareness

•Tactics
Develop a special Club for Emilok including top class A GPs & GITs in
UAE (20), KSA (50), and GCC (20)

All these Drs will be included in different activities for Emilok in 2011 AS
1- Regular supply with recent studies and researches for PPIs
2- Sponsorship in some conferences
2- Regular group meeting
4- Special and valuable brand reminders
 Promotional Activities
Brochures
New brochure in Apr. 2011 (10,000 Brochures)
KSA UAE Other GCC Other Mkts
4000 1500 1500 2800

Brand Reminders
Brand reminder Apr. 2011 (2,000 @ 30Dhs)

KSA UAE Other GCC Other Mkts

750 200 200 850

Focus Group Meetings

Conducting of 34 group meetings with 10-15 class A Drs (GIT, Gps & Interests) by
the Medical Reps and also PM if required

KSA UAE OMAN QATAR BAHRAIN

20 10 2 1 1
 Promotional Activities
CEP Program

Objective
To support the sales for Emilok
with building up strong
prescription habits with the
KOL Drs

CEP PLAN - 2011

All Markets UAE KSA Oman Qatar Bahrain
Emilok 530 280 200 30 10 10
 Marketing expenses

Cost in Dhs % 2011 Forecast %

Brochures & other PPM 15,000 3%
Giveaways / Brand reminders 60,000 13%
Products symposia / Focus Grp Meetings 50,000 11%
Clinical experience program 265,000 60%
Exhibition, Conferences & Sponsorships 30,000 7%
Journal Advertising 5,000 1%
Training & launch meetings 5,000 1%
Mkting Travelling 10,000 2%
Misc 5,000 1%
Total 445,000 100% 8,010,744 6%
 Promotional Activities

Activity Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11
Old Brochure
First brand reminder (2000)
New Brochure (10000)
CEP (720)
F. Group Meetings (34)
 Promotional MIX
Promotional Plan ~ KSA 2011
Products Items Year Qty Description Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Current Brochure Current Brochure 40/MR 40/MR 40/MR

400x15MRs
New Brochures 5000 40/MR 40/MR 40/MR 40/MR 40/MR 40/MR 40/MR 40/MR

35 / Rep x 15 X 30 AED
Gift Item 500 35/MR
each
Emilok CEP 240 Books 2 BooksX 15MR X 8 mont 2/MR 2/MR 2/MR 2/MR 2/MR 2/MR 2/MR

20 FGM x 10 - 15 Drs. : Jed 6,Mad 2,Mekk 2, Abha 1,

F. Group Meetings 12 programs X 10-15 Drs each 8 programs X 10-15 Drs each
Riad 5, Dam 4
Conf. Need Based
Sponsorships
Samples 9000 FMS 55x15MRx11mon 55/MR 55/MR 55/MR 55/MR 55/MR 55/MR 55/MR 55/MR 55/MR 55/MR 55/MR

Promotional Plan ~ UAE 2011

Products Items Year Qty Description Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Current Brochure Current Brochure 40/MR 40/MR 40/MR

New Brochures 1600 400x4MRs To Start from 40/MR 40/MR 40/MR 40/MR 40/MR 40/MR 40/MR 40/MR
Apr
Gift Item 150 35 / Rep x 30 AED each 35/MR

Emilok CEP 400 Books 10 BooksX 4MR x 10 5/MR 5/MR 5/MR 5/MR 5/MR 5 /MR 5/MR 5/MR 5/MR 5/MR

10 FGM x 10 - 15 Drs. : 4 Dubai, 4 Shj , 2

F. Group Meetings 6 programs X 10 Drs each 4 programs X 10 Drs each
AUH

Conf. Sponsorships Need Based

Samples 13000 FMS 300x11x4MR 300/MR 300/MR 300/MR 300/MR 300/MR 300/MR 300/MR 300/MR 300/MR 300/MR 300/MR

Note : Similar plan to be followed for Oman, Qatar & Bahrain