Professional Documents
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- Alireza Doctor
INTRODUCTION
CEFTUM Brand name
Cefuroxime Generic name Ceftum, a cephalosporin antibiotic
tissue infections, Bone and joint infections, Gonorrhea, Meningitis, Prevention of surgical infections .
..INFO..
Cefuroxime It is effective against H.influenza,
pneumococci, meningococci. Cefuroxime Axetil It is the ester form of Cefturoxime. Ceftum has also been reported to occasionally cause allergic reactions, blood disorders, colitis, kidney and liver problems, jaundice , peeling skin, seizures, severe blisters.
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Mechanism of action:
- These have the same mechanism of action as
penicillin - Which involves inhibition of bacterial cell wall synthesis Then how is it different from penicillin ?
FORMULATIONS AVAILABLE..
Tablet
- Strengths : 150 mg, 250 mg, 500 mg. Where
500 mg is the star seller priced at Rs.331 for five strips for 500 mg. It is a SCHEDULE H drug To be sold on prescription only Expiry date is 18 months from date of manufacturing.
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Injection
- Available for i.v. and i.m. route at strengths
250mg/750mg of the drug per vial priced at Rs.130 per vial for 250 mg. Suspension - Available as 125mg/250mg/500mg per 5ml priced at Rs.90 per bottle for 125 mg.
NUMBER GAME
Therapeutic class Cephalosporin s Penicillin's Flouroquinolo n-es 2003 Rs. CR 772 668 581 2004 % Rs.CR growth 561 650 463 29 03 25
SALES
GSK 2005 figures:
Turnover 9.7 cr 56 cr
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Ceftum sales for GSK
TURNOVER
2005 56 CR
2006 63 CR
2007 84 CR
MARKET RESARCH
Basis of analysis:
- To determine the
penetration of ceftum as a brand in the market among other 34, 34% cephalosporin's .
31, 31%
35, 35%
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Leading brand present in the shop:
10% 28% 7% cefadur CA ceftum zocef cetil
55%
Market share:
12% 29%
53%
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Analysis from the observations:
-From the first findings it was revealed that all the three generations of Cephalosporins are running in the market. -Doctors prefer the various generations as per the severity of infection and the resistance to bacteria. - Ceufroxime axetil, Ceftum, Zocef, are the leading brands, because there are regular visits from company representatives, which help in brand recalling.
THE PRESCRIBERS
Dermatologist 43 %
Gynecologist - 6 % ENT Specialist 8 % Pediatrics 19 % General Practitioners 24 %
Opportunities:
- Focus on institutional selling.
- No any other product present in market, which contains pure Ceufroxime axetil . - Safe in pediatrics Threats: - Large market share of competitors - Well established brands of competitors. - Rapid Market penetration is difficult due to competition.
FIELD WORK
Visit to :
- Doctors - Marketing Representatives - Chemist shops