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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