Marketing Plan of Vilget-M
Marketing Plan of Vilget-M
Marketing Plan of Vilget-M
PLAN OF
VILGET-M
Contents
Table of figures.................................................................................................................................. 3
2 Brand......................................................................................................................................... 5
3 Product ...................................................................................................................................... 5
4 7 Ps of Marketing ....................................................................................................................... 7
4.2 Price................................................................................................................................... 8
4.6 People.............................................................................................................................. 10
5 Marketing 4C’s......................................................................................................................... 10
VILGET-M
5.4 Communication................................................................................................................ 10
6 SWOT ANALYSIS....................................................................................................................... 11
7.2 Economical....................................................................................................................... 11
7.5 Environmental.................................................................................................................. 12
9.1.4 Interpretation........................................................................................................... 16
Table of figures
Figure 1: Logo .................................................................................................................................... 6
Figure 2:Marketing Literature ............................................................................................................ 6
Figure 3:Marketing Literature ............................................................................................................ 7
Figure 4: 7 Ps of Marketing ................................................................................................................ 7
Figure 5: Product ............................................................................................................................... 8
Figure 6: Demographic Segmentation .............................................................................................. 13
Figure 7: Geographic Segmentation ................................................................................................. 13
Figure 8: Psychographic Segmentation ............................................................................................ 14
Figure 9: Boston Growth Matrix....................................................................................................... 14
Figure 10: Market share .................................................................................................................. 15
Figure 11: Units and Growth ............................................................................................................ 15
Figure 12: Product Life Cycle Growth phase ..................................................................................... 16
Figure 13: Market worth .................................................................................................................. 17
Figure 14: Comparative analysis ...................................................................................................... 18
VILGET-M
Diabetes is a significant and growing challenge globally that affects individuals, families, and society.
As more people continue to be diagnosed with diabetes, its impact will have far-reaching
consequences for people and governments everywhere.
In Pakistan, there are an estimated 6.7 million people with diabetes, a prevalence of 7.6% and it is
predicted that by 2035 the number of people with diabetes will nearly double to 12.8 million. The IDF
Diabetes Atlas 9 th Edition reports that the prevalence of diabetes in Pakistan has reached 17.1%, now
148% higher than previously reported. In 2019, over 19 million adults in Pakistan are estimated to be
living with diabetes – putting them at risk of life-threatening complications. 8.5 million of these 19
million, are undiagnosed and, as a result, may be particularly at risk.
The first stage of the marketing planning process is a review of the current situation, and from a
marketing perspective, an examination of the current (or previous) marketing plan and activities.
VILGET-M
2 Brand
2.1 Getz Pharma
Getz Pharma, a member of Getz Group of Companies, having a legacy of over 160 years, is an
international research-driven, branded generic pharmaceutical company specialized the formulation
development, manufacturing, testing and marketing of a wide range of quality, affordable medicines.
We manufacture and market brands trusted by healthcare professionals around the world. We are
the only company whose manufacturing facility, in Pakistan, is approved by the World Health
Organization, Geneva (WHO). We are the the only Pakistani pharmaceutical company to have World
Health Organization (WHO) Pre Qualified Laboratory for Product Testing & Monitoring.
Getz Pharma currently operates in more than 25 countries in South Asia, Central Asia, South East Asia,
the Middle East and Africa. IMS rates Getz Pharma as the fastest growing pharmaceutical company
within most countries where it operates. In Pakistan, it was ranked 195th out of 200 pharma
companies in 1995, but in 2007 it achieved 6th position out of 650 pharma Companies.
3 Product
3.1 VilgetM (Vildagliptin Metformin)
VilgetM is an oral anti hyperglycemic Agent (oral Anti Diabetic) belongs to DPP4 Class of OAD’s.
Indication: For the treatment of patients with Type 2 diabetes mellitus (T2DM)
VILGET-M
3.1.2 Tablets
50MG + 850MG
50MG + 1000MG
50MG + 500MG
Figure 1: Logo
4 7 Ps of Marketing
The marketing mix is the set of controllable tactical marketing tools – product, price, place, and
promotion that the firm blends to produce the response it wants in the target market.
Product
Place
Price
Promotion (Personal Selling, Advertising, Public Relations, Sales Promotion etc)
People
Processes
Physical Evidence
Figure 4: 7 Ps of Marketing
VILGET-M
4.1 Product
Vilget-M is an oral Anti Diabetic use to control Diabetes where people can not manage their Diabetes
with conventional OAD’s with significant reduction in their HBa1C
Vilget-M (Vildagliptin + Metformin HCl) combines two antihyperglycemic agents to improve glycaemic
control in patients with type 2 diabetes, Vildagliptin and Metformin HCl. Vildagliptin is an inhibitor of
the enzyme dipeptidylpeptidase-4 (DPP-4), which plays a role in regulating insulin secretion.Product
has been given blue color because diabetes is denoted by blue worldwide .
Figure 5: Product
4.2 Price
One of the biggest mistakes a pharmaceutical company can make is pricing a medicine inappropriately.
A drug's potential for success is greatly influenced by its price, which might be either too low or too
high. If a drug is overpriced, for example, payers may refuse to reimburse it, and physicians may be
hesitant to prescribe it. They may consider the drug is not worth the high price if it is anticipated to
provide insufficient benefit to justify the price. On the other side, if a treatment is priced too low,
clinicians may infer that it provides a reduced version of therapy that is less effective than an existing
more expensive drug.
4.3 Place
In healthcare, the place for purchase decision is often separate from where and when product/service
is delivered. Vilget M will be available at every hospital pharmacy pan Pakistan.
Muller & Phips (M&P) channel partner will be the distributor and 15% discount will be offered to them
on retail price.
Pharmacies
Hospitals
Medical Dispensaries
4.4 Promotion
Push strategy shall be adopted through our distributor to prescribers and patients.
Promotional strategy i.e. Free samples, stand banners in large hospitals and clinics.
Field Force
Symposium for doctors to understand new technology
Ward Presentations
Trade Discount
Sugar Camps
Diabetic educators (trained educators, Diet plan guidance etc)
Consultant panel discussion
4.6 People
Train Sales representatives regarding Product Knowledge
Develop Attractive incentive policies for Sales Force
Quarterly Excursion with Product refresher
Bumper Prices for achieving 100% Targets
4.7 Processes
Getz Pharma is making efforts to provide vilget-M to the end users. Uninterrupted supply chain,
guided salesmen, medical representatives, physicians and diabeticians all are helpful to maximize the
use of vilget-M in order to cure diabetes. For this, CME member group meetings, OPD sittings and
Meri Sehat channel (Media) will be adopted.
5 Marketing 4C’s
5.1 Customer Wants and Needs
In our country, diabetic Patients and Health Care professionals need such kind of product which can
delay or reduce the chances of treatment failure and safe even during End Stage renal disease.Diabetic
patient also experiences glycemic excursion in which sudden hyper or hypo glycemic situation occurs.
So, Vilget-M is the need of hour as it reduces glycemic excursion and is safe in ESRD. Glycemic
Durability of Vilget-M is 71% which reduces the chance of treatment failure for 60 Months.
5.2 Cost
Vilget-M is cost effective and also readily available at every pharmacy in Pakistan either a chain setup
or individual setup and distributor M&P is responsible for availability of Vilget-M and ensure the
availability every week.
5.3 Convenience
Vilget-M is available at every chain and individual pharmacy, Hospital Pharmacies and dispensaries.
5.4 Communication
Communication will be done through different Channels like Meri Sehat you tube Channel. Every
medical representative will conduct lectures at least 4 Sugar Camps per month. Consultant panel
discussion will be done on glycemic durability verified trial with Health care professionals. Diabetes
educator camp will be conducted to counsel the patient regarding the effectiveness of Vilget-M.
VILGET-M
6 SWOT ANALYSIS
Strength Weaknesses
Getz pharma is a multinational company Less explored to GP’s Segment
Our sales team penetration in diabetes Low Market Share
Diabetic educators’ team Low Patient pool
Our training and alignment with
technology
WHO Pre-Qualified Lab
PICS Certification
Efficacy
Total Prescription Business
Opportunities Threats
Rapid onset of action Regulatory issues
High Derived Market More than 10 players in Market
High Patient pool Competitors Targeted to General
Drug is in Growth Phase Physicians
New technology
7 Pestel Analysis
7.1 Political
Diabetes treatments are crucial to another human being’s survival. This is why Government has strictly
urged pharmaceutical industries in limiting the prices drugs can be sold at, which means that
pharmaceutical companies are left with less profit after all things are considered. With political
destabilization with India from 2017 onwards, we are not importing organic raw products from India
and paved our way to strengthen trade with China.
7.2 Economical
Major part of raw materials for Vilget- M is imported from China, so depreciation or appreciation of
currency may affect our product’s price, profit or loss. Pakistan’s IMF loan in 2019 resulted in
VILGET-M
undergoing of currency value and imports of raw materials were hurt to a certain extent. There has
been an overall increase in trend of household healthcare in recent years due to Covid and awareness
in spite of decrease in economic growth and people are willing to spend more on healthcare ultimately
resulting in greater revenue of pharmaceutical industry.
7.3 Sociocultural
Newly diagnosed diabetic patients stands at 6.4% in Pakistan at current stage. Out of this, 45% patients
experience treatment failure and Vilget M reduces the chances of treatment failure up to 60 months.
Patients have low adherence to treatment of diabetes.
7.4 Technological
Advancement in biomedical field is in rapid growth phase and Getz Pharma has a dedicated R&D team
to research and draw new chemical compositions and provide optimum solution in minimum span of
time with automated machinery and facilitate people accordingly. Conventional panning equipment
is used in its manufacturing.
7.5 Environmental
Film coating table formulation causes health and environmental hazards. Fortunately, significantly
advancement in process technology and equipment design have facilitated the introduction of
Aqueous based coating formulation.
8 Product Segmentation
8.1 Demographic Segmentation
Vilget-M is oral antidiabetic for Type 2 Diabetic Patients
In Adults The use of antihyperglycemic therapy in the management of T2DM should be
individualized on the basis of effectiveness and tolerability. The recommended starting dose
of Vilget-M (Vildagliptin + Metformin HCl) should be based on the patient's current regimen
of vildagliptin and/or metformin HCl.
In Elderly Patients Elderly patients taking Vilget-M (Vildagliptin + Metformin HCl) should
have their renal function monitored regularly.
In Pediatrics Vilget-M (Vildagliptin + Metformin HCl) is not recommended for use in children
and adolescents (< 18 years).
Vilget-M is purely for middle and low middle-class Patients
Efficacious product which is cost effective as compared to Brand
Medical Specialist have a high concern regarding a product that is cost effective and efficacious and
Control diabetes and delay the Diabetic complications.
Also patient thinks that Diabetes is incurable Diseases and they have to spend rest of the life with it.
MS %
VILDOMET, 9.63% VILGET-M, 7.3%
VIGLIP-M, 7.5% GALZA-MET, 7.4%
GALVUSMET, 15.6%
Growth Rate
2000000
1800000
Number of Units
1600000
1400000
1200000
1000000
800000
600000 2019
400000
200000 2020
0
-200000 2021
Units Growth Units Growth Units Growth
Vilget-M Galvusmet SITAMET
2019 248674 7.3% 783000 4% 1879999 4.5%
2020 276028.1 11% 845640 9% 1917599 2%
2021 356076.3 29% 972486 15.9% 1860071 -3%
Galvusmet Vilget-M
Market Growth Rate
High growth rate and high relative High Market Growth but Low relative
market share market share
Cashcows Dogs
Sitamet Viglip
Low growth rate but high relative Low growth rate low relative market share
market share
Sales Vilget-M
250000000
Introductio
200000000 Growth 2021,
Sales/ Revenue
194000000
150000000
2020,
100000000
100880000 Sales
50000000 2019, 48422400
0
2018.5 2019 2019.5 2020 2020.5 2021 2021.5
Years
Analyzing the trend, we come to know that our product penetrated into the market in 2019
and is now in growth phase and we may achieve maturity in the next three years with a
decline afterwards with a fair market share.
Competition More
Market worth
194000000
234000000
815000000
791000000
Comparative Analysis
Looking at the graphical illustrations, we are growing at a very positive growth rate and gaining a fair
market share from our competitors on the score of our effective marketing strategies and their
implementation. Sitamet holds the largest market share but its growth rate is negative, whereas,
Galvusmet holds a good chunk of market share with a fair growth rate of 15.60%. We still have a long
way to go but our growth rate is high and we will be able to cross 300 million in 2021-2022 Through