BRAND CEFTUM

- Alireza Doctor

INTRODUCTION
CEFTUM Brand name
Cefuroxime Generic name Ceftum, a cephalosporin antibiotic

Second Generation cephalosporin

Discovered in the year 1970 Uses - Respiratory tract, urinary tract, skin and soft

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 ?

PLAYERS IN THE MARKET

FDC
Mankind - Cefakind Micro - Pulmocef Glaxo Smith Kline - Ceftum

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:

Brand Cefuroxime Axetil Ceftum

Turnover 9.7 cr 56 cr

Growth 8.4% 21%

% Pharma sales 1.4% 9%

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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%

cefadroxyl cefuroxime cefixime

Most running cephalosporin:

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Leading brand present in the shop:
10% 28% 7% cefadur CA ceftum zocef cetil

55%

Market share:
12% 29%

6% ceftum zocef cetil cefadur CA

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