Project report presentation submitted to SPJIMR

1. Project Title:
To achieve 27% market share for Nexito, the fast growing antidepressant
brand through understanding of the marketing strategy of the company and
competition in terms of Product, Price, Promotion, Place by Dec 2014.
NAME: Dr. Samiran Adhikari, MBBS,MD
Batch No.: PGEMP32
Company & Location: Sun Pharmaceutical
Industries Ltd., Mumbai
Roll No : A / 02
Mentor: Dr. Surendra Borgharkar
Guide: Prof. M.S. Rao, SPJIMR

2. Genesis of the Identified Issue
1. Nexito has 23.3% market share and is growing faster than the market at
22%, thus gaining market share.
• growth in the antidepressant market is mainly driven by the growth in
combination market
• The prescription support from psychiatrist (which is the core specialty)
needs to be strengthened along with newer avenues to grow from
other specialties such as con. Physician, cardiologist, etc.
Value* MS Growth Change**
Total Antidepressant Market 756 100% 9%
a. Escitalopram Market 94.15 12.5% 9% 0
b. Escitalopram Combination Market 116.4 15.4% 19% 1.3
Total ESC + ESC Combination Market 210.55 27.9%
Value* MS Growth Change**
Total ESC + ESC Combination Market 210.55 100.0%
Nexito 22.62 24.0% 16 1.4
Nexito Plus 12.59 10.8% 33% 1.1
Nexito Forte 10.85 9.3% 21% 0.2
Nexito LS 3 2.6% 33% 0.3
Total Nexito 49.06 23.3% 22%
* Value in Crore, ** Change in MS

3. Objective
1. To study the antidepressant market drivers and analyse the key
factors influencing the prescription decision of various specialties.
2. To understand the role that can be played by the medical sales
representative, the brand manager, at SPLL & see what role each
person can play in achieving 27% MS for Nexito and FDC of Nexito.
3. To design specific strategies with respect to product, price,
promotion and place to increase market share of Nexito.

4. Secondary
Analysis
1. Market
Overview -
Antidepressant,.
Escitalopram, and
Escitalopram
Combinations
2. Overall
Prescription
trend –
Antidepressants,
Escitalopram and
Escitalopram
combinations
3. Prescription
response share
trend of
antidepressants,
escitalopram and
escitalopram
combinations
amongst
Psychiatrists
4. Prescription
response share
trend of
antidepressants,
escitalopram and
escitalopram
combinations
amongst
Neurologists
5. Prescription
response share
trend of
antidepressants,
escitalopram and
escitalopram
combinations
amongst
Physicians
6. Internal
Sales
Performance
7. SWOT
8. Medical
Review of
Literature
Secondary Analysis
1. IMS –Org
2. C-MARC
3. Internal Sales
Data
4. Medical Review
of Literature
(PubMed)

5. Market Overview - Antidepressant,.
Escitalopram, and Escitalopram Combinations
760
Antidepressants
100% (9%)
Monotherapies
(64.3%)
TCAs
16%
AMITRIPTYLINE
7.2 (18)
DOTHIAPIN
5.5 (-4)
CLOMIPRAMINE
1.9 (9)
DOXEPINE
0.7 (12)
IMIPRAMINE
0.7 (-5)
SSRIs
32%
Others
16.3%
Combinations
35.7%
ESCITALOPRAM +
CLONAZEPAM
15.4 (19)
FLUPENTHIXOL +
MELITRACEN
8.5 (-14)
OTHERS
(11.8%)
• Antidepressant Mkt : 760 Cr. with 9% growth
• Amitriptyline Shows gain in M.S due to price hike

6. Market Overview - Antidepressant,.
Escitalopram, and Escitalopram Combinations
760
Antidepressants
100% (9%)
Monotherapies
64.3%
TCAs
16%
SSRIs
32%
ESCITALOPRAM
12.4 % (9)
SERTRALINE
6.9 % (9)
PAROXETINE
5.8 % (8)
FLUOXETINE
4.1% (5)
FLUVOXAMINE
2.8% (4)
Others
16.3%
Combinations
35.7%
ESCITALOPRAM +
CLONAZEPAM
15.4% (19)
FLUPENTHIXOL +
MELITRACEN
8.5% (-14)
OTHERS
11.8%
• Esc + Clonazepam & Escitalopram are the major growth drivers.
• Most antidepressants shows growth slower than the market with loss or stagnancy
in MS

7. Value* MS Growth
Total Antidepressant Market 756 100% 9%
a. Escitalopram Market 94.15 12.5% 9%
b. Escitalopram Combination Market 116.4 15.4% 19%
Total ESC + ESC Combination Market 210.55 27.9%
Market Overview - Antidepressant,.
Escitalopram, and Escitalopram Combinations
Value* MS Growth Change**
Total ESC + ESC Combination
Market 210.55 100.0%
Nexito 22.62 24.0% 16 1.4
Nexito Plus 12.59 10.8% 33% 1.1
Nexito Forte 10.85 9.3% 21% 0.2
Nexito LS 3 2.6% 33% 0.3
Total Nexito 49.06 23.3%
* Value in Crore, ** Change in MS

8. Prescription trend – Indications
PSYISICIAN:
1. Higher PD & PC in Depression, Anxiety neurosis , Anxiety with depression
2. Lower PDPC in OCD
3. Good PDPC in somatic disorder for Nexito Plus/ Forte
4. Good PDPC for sleeplessness for Nexito forte
NEUROLOGIST:
1. Higher PDPC in Hypertension, anxiety neurosis & depression
2. Good PDPC in CVA for Nexito (post stroke depression)
3. High PD for Nexito & combination in Headache & vertigo
PHYSICIAN / CARDIOLOGIST:
1. Good PDPC in Hypertension, anxiety neurosis, IBS (more Prescriptions to
Tryptomer)
2. Prescriptions in CVA & IHD for Nexito (promotion to cardio in post stroke / MI
dep)

9. Co-morbidity: Mood & Anxiety Disorders
Medical Illness Prevalence of Depression
Diabetes mellitus 25%
Stroke 27% to 35%
Myocardial infarction 20%
Acute coronary syndromes 15% to 23%

10. Major findings from Secondary Analysis
1. Shift towards Combination from monotherapy
2. Decline in Prescriptions of Nexito Forte / LS
3. Slowdown in the growth rate of Nexito 20
4. Significantly increased competition from new escitalopram & combination
Brands
5. Prescription loss from shift to newer antidepressant / anxiolytics combination.
Alternatives
6. Opportunity created by withdrawal of Flupenthixol + Melitracen combination
7. Major comp. brands showing a declining Prescription trend - right time for
conversion
8. Increase PDPC in the treatment of OCD, panic disorder and PTSD.
9. Significant increase in sales return
10. 30% territories not on target for Nexito; 14% territories with less than 5%
growth

11. SWOT analysis
STRENGTHS WEAKNESSES
1. First line antidepressant therapy with acceptance across all
specialty.
1. Decline in Prescriptions of Nexito Forte / LS from Neuro & CP
2. Leadership in the fastest growing antidepressant molecule. 2. Slower growth of higher strength - Nexito 20
3. M.S. gain in plain as well as combination market 3. Worldwide decline is observed in antidepressant market
4. Wide availability across the country
4. All territories are not performing to their potential and high
sales return
5. Good Brand recall 5. Reduced focus on digital campaign and modern medium
OPPORTUNITIES THREATS
1. Major comp. brands showing a declining Prescription trend -
right time for conversion
1. Shift of Prescriptions to new introductions in antidepressant &
BZD combination market.
2. Good perception in Hypertension, CAD, CVD patients -
Promotion in post stroke . Post MI patients
2. Brands from regional companies, new entrants in CNS gaining
momentum
3. Increase PDPC in the treatment of OCD.
3. Prescribers converted from Flu + Mel comb. Shifting back to Flu
+ Mel. - loss of Prescriptions for Nexito comb.

12. Primary Analysis
1. There are 7 set of
questions on
(variables on a
scale 1 to 5)
2. Likert data
3. EFA
4. ANOVA
5. SPSS 22
Primary
Analysis
1. Overall factors
influencing
prescription
behaviour
2. Perception of
Escitalopram,
paroxetine and
mirtazapine in
antidepressant
market
3. Overall
impression
Nexito, Cipralex
and Rexipra
escitalopram
market
4. Perception of
Sun Pharma vs
other Pharma
companies
5. Usefulness of
monotherapy
( Nexito) and
combination therapy
(Nexito Plus, Nexito
Forte and Nexito LS
6. Impact of
price increase on
continuation of
prescribing the
same brand i.e.
Nexito
7. Brand
Personality of
Nexito

13. Strongly
Disagree
Somewhat
Disagree Neutral
Somewhat
Agree
Strongly
Agree
Not
Applicable
Efficacy
Safety
Quality of medicine
Price
Availability
Company Image
Sharp Salesperson
Product
Literature/Reference
Scientific Meeting
Q1. When making prescribing decisions,
what is required?
Factor analysis was done on Question 1 (9 variables/response on a scale of 1-5)
P1

14. Q1. When making prescribing decisions,
what is required?
Efficacy % Company Image % Scientific Meeting %
Strongly Disagree 0 Strongly Disagree 1 Strongly Disagree 1
Somewhat Disagree 0 Somewhat Disagree 1 Somewhat Disagree 1
Neutral 1 Neutral 12 Neutral 19
Somewhat Agree 3 Somewhat Agree 26 Somewhat Agree 34
Strongly Agree 96 Strongly Agree 60 Strongly Agree 46
Safety % Sharp Sales Person % Price %
Strongly Disagree 0 Strongly Disagree 2 Strongly Disagree 1
Somewhat Disagree 0 Somewhat Disagree 0 Somewhat Disagree 1
Neutral 0 Neutral 21 Neutral 21
Somewhat Agree 6 Somewhat Agree 25 Somewhat Agree 34
Strongly Agree 94 Strongly Agree 52 Strongly Agree 43
Quality of Medicine % Product Literature %
Strongly Disagree 0 Strongly Disagree 1
Somewhat Disagree 0 Somewhat Disagree 0
Neutral 0 Neutral 18
Somewhat Agree 7 Somewhat Agree 30
Strongly Agree 93 Strongly Agree 51
Availability %
Strongly Disagree 0
Somewhat Disagree 0
Neutral 5
Somewhat Agree 14
Strongly Agree 81
Efficacy, safety,
Quality of
medicine, and
availability
comes first in
the mind of
doctors while
making a
prescribing
decision if we
consider
“strongly
agree” as the
reference for
comparison
followed by
other factors –
2nd Preference
followed by
other factors –
3rd Preference
P1

15. EFA- Descriptive Statistics of from 140 responders
P1
Mean Std. Deviation Analysis N Missing N
Safety 4.9429 .23295 140 0
Quality 4.9286 .25846 140 0
Company Image 4.4429 .78906 140 0
Sales Person 4.2500 .93011 140 0
Literature 4.3143 .81431 140 0
Meeting 4.2143 .87150 140 0
Efficacy 4.9571 .23602 140 0
Price 4.1714 .85615 140 0
Availability 4.7643 .53120 140 0
A KMO statistic of .684 indicated that EFA was appropriate 9 items.
KMO and Bartlett's Test.
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .684
Bartlett's Test of Sphericity Approx. Chi-Square 311.010
df 36
Sig. .000

16. EFA- Anti-image Matrices show sample adequacy
(diagonal value shown in bold >0.5) of the analysis
P1
Safety Quality
Company
Image
Sales
Person Literature Meeting Efficacy Price Availability
Anti-image
Correlation
Safety .560
a
-.503 .052 .004 .006 -.077 -.121 -.087 .058
Quality -.503 .501a
-.202 .104 -.111 .144 -.118 .017 -.206
CompanyImage .052 -.202 .730
a
-.514 -.002 -.222 .053 -.059 .029
Sales Person .004 .104 -.514 .739
a
-.187 -.185 -.001 .068 -.137
Literature .006 -.111 -.002 -.187 .743
a
-.451 .088 .005 .133
Meeting -.077 .144 -.222 -.185 -.451 .749a
.021 -.205 -.078
Efficacy -.121 -.118 .053 -.001 .088 .021 .627a
-.175 .143
Price -.087 .017 -.059 .068 .005 -.205 -.175 .658
a
-.253
Availability .058 -.206 .029 -.137 .133 -.078 .143 -.253 .560a
a. Measures of Sampling Adequacy(MSA)

17. All items had communalities exceeding 0.5
P1
Communalities
Initial
Safety 1.000
Quality 1.000
Company Image 1.000
Sales Person 1.000
Literature 1.000
Meeting 1.000
Efficacy 1.000
Price 1.000
Availability 1.000
Extraction Method: Principal Component Analysis.

18. Scree plot
P1

19. The total variance explained 62.6 percent
P1
Component
Initial Eigenvalues
Extraction Sums of Squared
Loadings
Rotation Sums of Squared
Loadings
Total
% of
Variance
Cumulative
% Total
% of
Variance
Cumulative
% Total
% of
Variance
Cumulative
%
1 2.820 31.335 31.335 2.820 31.335 31.335 2.638 29.308 29.308
2 1.741 19.343 50.679 1.741 19.343 50.679 1.663 18.475 47.783
3 1.073 11.924 62.602 1.073 11.924 62.602 1.334 14.819 62.602
4 .954 10.596 73.198
5 .727 8.079 81.277
6 .575 6.385 87.662
7 .470 5.228 92.890
8 .351 3.900 96.789
9 .289 3.211 100.000
Extraction Method: Principal Component Analysis.

20. Rotated Component Matrixa
P1
Component
3
.128
.182
.148
.180
-.164
Availability at chemists .866
Economical Price .162 .176 .685
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 5 iterations.
1. Data from 140 subjects show factor 1 consisting of sharp sales person,
scientific meeting, company image and product literature accounts for 31.3%
of variance of prescribing behavior of doctors surveyed.
2. Factor 2 consisting of safety, quality of medicine and efficacy accounts for
19.3% of variance of prescribing behavior of doctors in India and
3. Factor 3 comprising of availability at chemists and economical price accounts
for 11.9 % of prescribing behavior of doctors in India.

21. Overall Prescribing Decision
1. Data from Mumbai Psychiatrists show Price, safety and efficacy accounts for
38% of prescribing behaviour of psychiatrists in Mumbai.
2. Availability, and quality of medicine accounts for 24.4% of prescribing
behavior of psychiatrists in Mumbai
Efficaccy
Safety
Quality of Medicine
Price
Availability
Company
Image
Sharp Sales Person
Product
Literature
Scientific
Meeting
-2.0
-1.5
-1.0
-0.5
0.0
0.5
1.0
1.5
2.0
-3 -2 -1 0 1 2 3
FACT2(24.4%)
FACT 1 (38.0%)
Factor Plot
P1

22. Result: Overall Prescribing Decision
Additional attributes were analyzed after removing the core product benefit
areas mentioned above.
Sharp MR and Company image scores over scientific meeting and product
literature.
P1

23. Q2. Please describe your perception of Escitalopram , Paroxetine and Mirtazapine for
the following attributes:
Poor Below Average Average Above Average Great Not Applicable
Improve Emotional symptoms of depression
Improve Physical
symptoms of depression
Improve Psychic Anxiety
Improve Somatic Anxiety
Improve Insomnia
Improve Work and activity
Improve OCD symptoms
Prevent Relapse
Improve comorbid Depression with CAD/HT
Improve comorbid Depression with Stroke
Improve comorbid Depression with DM
Elderly Depressed
Depression in Women
Cardiac safety
GI tolerability
CNS side effect
Sexual Dysfunction
Drug Interaction profile
P2

24. Efficacy in depression and associated symptoms
P2
A. Efficacy in depression and associated symptoms.
Dependent Variable (I) Allocation (J) Allocation
Mean Difference
(I-J) Std. Error Sig.
Improve Imotional
Symptoms
Escitalopram Paroxetine .55000 .30305 .174
Mirtazapine .65000 .30305 .090
Improve Physical
Symptoms
Escitalopram Paroxetine .55000 .26141 .098
Mirtazapine .15000 .26141 .835
Improve Psychic Anxiety Escitalopram Paroxetine -.35000 .29721 .471
Mirtazapine .50000 .29721 .221
Improve Somatic Anxiety Escitalopram Paroxetine -.45000 .30175 .303
Mirtazapine .05000 .30175 .985
Insomnia Escitalopram Paroxetine -.60000 .27705 .086
Mirtazapine -1.65000
*
.27705 .000
Work Escitalopram Paroxetine .55000 .25581 .089
Mirtazapine .45000 .25581 .193
OCD Escitalopram Paroxetine -.35000 .30015 .478
Mirtazapine .85000
*
.30015 .017
Relapse Escitalopram Paroxetine .45000 .26141 .206
Mirtazapine .85000
*
.26141 .005
*. The mean difference is significant at the 0.05 level.

25. Efficacy in comorbid depression and depression in special population
P2
Dependent Variable (I) Allocation (J) Allocation
Mean Difference
(I-J) Std. Error Sig.
Improve depression with
CAD and Hypertension
Escitalopram Paroxetine .70000
*
.25955 .025
Mirtazapine .90000
*
.25955 .003
Improve depression with
Stroke
Escitalopram Paroxetine .60000
*
.24189 .042
Mirtazapine .65000
*
.24189 .025
Improve depression with
DM
Escitalopram Paroxetine .85000
*
.29230 .014
Mirtazapine 1.15000
*
.29230 .001
Improve depression in
Elderly
Escitalopram Paroxetine .95000
*
.28393 .004
Mirtazapine .85000
*
.28393 .011
Improve depression in
Women
Escitalopram Paroxetine .75000
*
.28883 .032
Mirtazapine .85000
*
.28883 .013
*. The mean difference is significant at the 0.05 level.

26. Favorable Safety and Tolerability Profile
P2
Dependent Variable (I) Allocation (J) Allocation
Mean Difference
(I-J) Std. Error Sig.
Cardiac Safety Escitalopram Paroxetine 1.20000
*
.29780 .000
Mirtazapine 1.25000
*
.29780 .000
GI tolerability Escitalopram Paroxetine .65000 .28562 .067
Mirtazapine -.45000 .28562 .264
CNS side effects Escitalopram Paroxetine 1.25000
*
.29824 .000
Mirtazapine 1.20000
*
.29824 .000
Sexual Dysfunction Escitalopram Paroxetine .85000
*
.33704 .038
Mirtazapine -.45000 .33704 .382
Drug Interaction Escitalopram Paroxetine 1.20000
*
.27290 .000
Mirtazapine .60000 .27290 .080
*. The mean difference is significant at the 0.05 level.

27. 3. Please describe your perception of Nexito, Cipralex and Rexipra for the
following attributes
Poor
Below
Average Average
Above
Average Great
Not
Applicable
Easy to administer
Easy to Remember name
Economical price
Availability at chemist
Quality of medicine
Availability of multiple strengths
Nexito has the following advantageous perceptions over Cipralex :
1. Easy to Remember (p=0.040)
2. Economical Price (p=0.000)
3. Availability (p=0.000)
4. Availability in Multiple Strengths (p=0.000)
Moreover, Nexito was also found to be superior to Rexipra by doctors’s perception on
the following parameters:
1. Availability (p=0.000)
2. Quality (p-0.011)
P3

28. 3. Please describe your perception of Nexito, Cipralex and Rexipra for the
following attributes
*. The mean difference is significant at the 0.05 level.
Dependent Variable (I) Allocation (J) Allocation
Mean Difference
(I-J) Std. Error Sig.
Easy to Remember Nexito Rexipra .58824 .25753 .068
Cipralex .64706
*
.25753 .040
Economical Price Nexito Rexipra .17647 .27954 .804
Cipralex 1.58824
*
.27954 .000
Availability Nexito Rexipra .76471
*
.29753 .035
Cipralex 1.82353
*
.29753 .000
Quality Nexito Rexipra .58824
*
.19436 .011
Cipralex .11765 .19436 .818
Multiple Strengths Nexito Rexipra .35294 .22719 .276
Cipralex 1.11765
*
.22719 .000
Easy to Administer Nexito Rexipra .41176 .24957 .235
Cipralex .47059 .24957 .154
When all pairs of means are being compared, Tukey’s is the procedure of choice
in Post Hoc Tests in ANOVA
P3

29. Q4. Please describe your perception of Sun Pharma vs other Pharma
companies for the following attributes
Poor
Below
Average Average
Above
Average Great
Not
Applicable
Ethical Behavior
Staff Knowledge and
Professionalism
Customer Service Standards
Communication &
Responsiveness
Innovation
Product Literature/Reference
Scientific Meeting
P4
1. Success of the company which is measured in terms of financial performance
depends on Company image / reputation
2. A positive perception about the company will have a positive spillover effect on
the Nexito too
3. Therefore I studied this contribution of 7 variables with the help of PCA

30. Q4. Please describe your perception of Sun Pharma vs other Pharma
companies for the following attributes
P4
EB
SK
CSS
CR
INN
LR
SM
-2.0
-1.5
-1.0
-0.5
0.0
0.5
1.0
1.5
-10 -5 0 5
PCA2(4.7%)
PCA 1 (89.6%)
Principal Component Plot
PCA 1 explained 89.6% of the total variance PCA 2 explained 4.7% of the total variance
 Ethical Behavior (EB)  Scientific Meeting (SM)
 Staff Knowledge and Professionalism (SK)  Innovation (INN)
 Communication & Responsiveness (CR)  Customer Service Standards (CSS)
 Product Literature/Reference (LR)
The result indicate room
for greater participation in
scientific meeting
(International and local),
establishment of speaker
bureau, development of
local speakers, active
involvement in innovative
digital medium like iPAD
detailing, application
development and website
creation for both doctors
and patients.

31. Q5. Please rate your perception for the following statements:
Strongly
Disagree
Somewhat
disagree Neutral
Somewhat
agree
Strongly
agree
Not
Applicable
Nexito – preferred in MDD
without profound anxiety and
insomnia
Nexito Forte (10 + 0.5) –
preferred in MDD with
profound anxiety and
insomnia
Nexito Plus (5 + 0.5) –
preferred in mild depression
with profound anxiety
Nexito LS (10 + 0.25) –
preferred in mixed anxiety
depression to limit daytime
sedation for working
population
P5

32. Majority of doctors are willing to prescribe the combinations in
depression associated with anxiety
P5
Nexito Nexito Forte Nexito Plus Nexito LS
Strongly Disagree 0 0 0 0
Somewhat Disagree 4% 4% 3% 1%
Neutral 11% 2% 9% 4%
Somewhat Agree 26% 28% 27% 34%
Strongly Agree 59% 65% 61% 61%
1. This is in contrast to popular view that combination is irrational and
clonazepam component of combination will result in increase in drug abuse.
2. Anxiety is very common with Major Depression and relief of symptoms is
delayed with monotherapy (escitalopram).
3. Clonazepam acts very fast and therefore relief of symptoms would be faster
with combination of clonazepam with escitalopram (Nexito LS, Nexito Forte
and Nexito Plus).
4. The focus is to control the acute phase with the combination (both
depression and anxiety symptoms) and this may be followed by a switch to
monotherapy (Nexito).

33. Q6. Please describe your perception of Nexito for the following attributes
1 In case the price raise 1-3%, would you prescribe the same brand? [ ] yes [ ] no
2 In case the price raise 4-6 %, would you prescribe the same brand? [ ] yes [ ] no
3 In case the price raise 7-9 %, would you prescribe the same brand? [ ] yes [ ] no
Continue to
support brand in
the event of 1-
3% price
increase
Continue to
support brand in
the event of 4-
6% price
increase
Continue to
support brand in
the event of 7-
9% price
increase
Won’t continue
to support
brand in the
event of any
price increase
48% 27% 18% 07%
P6
1. Majority of doctors are willing to continue prescribe the brand in the event
of price increase.
2. Therefore, price reduction is not required as there is significant price
elasticity on the preferred brand.
• Drug prices have been a point of concern in India for decades

34. Pricing in higher range of marketed brands of
escitalopram – feasible and recommended
1. Continued support for the brand in the event of yearly price rise
• One medication can be recommended as optimal for all patients
because of the substantial heterogeneity among patients
• Patients are given a trial of 2-3 antidepressants before stabilizing
to a suitable medication that can be taken in a sustained manner
(chronic treatment).
• This explains the brand loyalty of doctors and patients and price
elasticity for chosen branded antidepressant like Nexito.
P6

35. Challenging market dynamics have emphasized the
need to develop brands instead of molecules
1. Blackett1 stated that a powerful brand will create a competitive
advantage for pharmaceuticals and “in the twenty-first century,
branding ultimately will be the only unique differentiator
between companies. Brand equity is now a key asset”.
2. Thus, brand personality may become an important factor that
contributes to the development of pharmaceutical brand equity.
3. Moss2 pointed out that historically the industry focused too heavily
on product attributes and neglected other important facets of the
branding paradigm, therefore managing products and not brands.
4. DTCA has created brand names such as Lipitor and Viagra that are
well recognized by the public.
5. Therefore, we need to start with the current understanding of the
brand personality of Nexito.
1. Blackett, T. (2001), “Branding and its potential within the pharmaceutical industry”, in Blackett, R. and Robins, R. (Eds), Brand
Medicine: The Role of Branding in the Pharmaceutical Industry, Palgrave, New York, NY, pp. 9-26.
2. Moss, G. (2001), “Pharmaceutical brands: do they really exist?”, International Journal of Medical Marketing, Vol. 2 No. 1, pp. 23-32.
P6

36. Q7. Please describe your perception of Personality of
Nexito brand for the following attributes
Poor
Below
Average
Average
Above
Average
Great
Not
Applicable
Down to earth
Honest
Friendly
Cheerful
Stylish
Classic
Up-to-date
Reliable
Intelligent
Successful
Glamorous
Charming
P7

37. Method of Identification of the underlying dimensions
of Nexito brand personality
1. Using all brand
personality
evaluation
parameters, an
exploratory factor
analysis (EFA) with
principle axis
extraction, Varimax
rotation, and Kaiser
normalization was
undertaken.
2. EFA was chosen
because the
purpose of the
study is to identify
traits associated
with prescription
brand personality.
Down to earth
Honest
Friendly
Cheerful
Stylish
Classic
Up-to-date
Reliable
Intelligent
Successful
Glamorous
Charming
-4
-3
-2
-1
0
1
2
3
4
-10 -5 0 5
PCA2(16.0%)
PCA 1 (46.5%)
Principal Component Plot
P7

38. Methods on Dimensions of brand personality
1. Both factors had
eigenvalues
greater than one
2. Significant dip in
the Scree plot
followed the
second factor
3. First two factors
were the most
meaningful and
interpretable; and
4. Two-factor
solution explained
a high level of
variance in brand
personality
Down to earth
Honest
Friendly
Cheerful
Stylish
Classic
Up-to-date
Reliable
Intelligent
Successful
Glamorous
Charming
-4
-3
-2
-1
0
1
2
3
4
-10 -5 0 5
PCA2(16.0%)
PCA 1 (46.5%)
Principal Component Plot
Aaker, J. (1997), “Dimensions of brand personality”, Journal of Marketing Research, Vol. 34 No. 3, pp. 347-356.
Hair, J.F., Black, W.C., Babin, B.J. and Anderson, R.E. (2010), Multivariate Data Analysis, 7th ed., Prentice Hall, Upper Saddle River, NJ
P7

39. Dimensions of Nexito brand personality
• Brand personality
survey amongst
psychiatrists
indicate greater
identification
(46.5%) with
principal
component
comprising of
honest, reliable,
classic, down to
earth and friendly
image.
Down to earth
Honest
Friendly
Cheerful
Stylish
Classic
Up-to-date
Reliable
Intelligent
Successful
Glamorous
Charming
-4
-3
-2
-1
0
1
2
3
4
-10 -5 0 5
PCA2(16.0%)
PCA 1 (46.5%)
Principal Component Plot
P7

40. Dimensions of Nexito brand personality
• In comparison,
principal
component
comprising of
intelligent, up-to-
date, glamorous,
stylish, charming,
cheerful and
successful was
attributable to
lower percentage
of response.
Down to earth
Honest
Friendly
Cheerful
Stylish
Classic
Up-to-date
Reliable
Intelligent
Successful
Glamorous
Charming
-4
-3
-2
-1
0
1
2
3
4
-10 -5 0 5
PCA2(16.0%)
PCA 1 (46.5%)
Principal Component Plot
P7

41. Dimensions of Nexito brand personality
• Therefore, we
need to focus our
attention to more
brand visibility
through increase
participation in
CME, conference
and clinical trials,
innovative use of
emerging digital
medium (iPAD
detailing, mobile
application
development for
both doctors and
patients).
Down to earth
Honest
Friendly
Cheerful
Stylish
Classic
Up-to-date
Reliable
Intelligent
Successful
Glamorous
Charming
-4
-3
-2
-1
0
1
2
3
4
-10 -5 0 5
PCA2(16.0%)
PCA 1 (46.5%)
Principal Component Plot
P7

42. Recommendations
PROMOTION
1. Step up promotion in Panic disorders, PTSD with focus on Nexito Forte.
2. Build clinical data on Escitalopram use in Panic disorders, OCD though
clinical trials.
3. Increase Med Education efforts: More sponsorships of CME, increased level
of speaker programs and peer selling.
4. Launch disease awareness campaigns through digital media to increase the
patient capture
5. Increase depression screening and diagnosis through mega camps. Patient
starter packs to build loyal users.
6. Leverage the strong perception in cardiac / elderly population by increased
promotion and awareness on stress, depression and related disorders
through corporate programs, media campaigns.
7. Step up Promotion to Cardio / Phy / Neuro in CAD, Post MI & Post stroke
depression through print inputs

43. Recommendations
PRODUCT:
8. Tap opportunity created by withdrawal of Flupenthixol + Melitracen
combination By launching Escitalopram + Flupenthixol combination
PLACE
9. Sustain the availability advantage and reduce sales return.
PRICE
10. Maintain premium pricing as price elasticity is there with an effective brand
and the unique loyalty of prescribers as well as patients to the chosen brand

44. Conclusion
1. The foundation of identification of various drivers of prescription
behavior of doctors and brand personality has been built
throughout this work.
2. This research has made meaningful contributions to increase the
market share of Nexito.
3. This research has provided us with an effective measurement tool
that will allow formulating marketing strategies and strategically
identifying potential opportunities.
4. The groundwork for future research has been established, and
others can continue to investigate the applicability of various
factors identified in this project.

45. Limitations
1. The findings of my study have included data & field survey of 217
doctors (psychiatrists, neurologists, consultant physicians, general
practitioners, gastroenterologists and cardiologists from major cities
in India.
2. Further studies should be conducted to include more number of
doctors from other parts of India to understand the prescription
behavior in a broader sense.
3. While theoretically the drivers of prescription behavior might be
applicable to all areas of the country a more detailed survey in
interior & micro interior can throw up more challenges.
4. The demographic profile of most doctors is individuals over the age
of 35.
5. Future study should also try to understand the drivers of goods
returns from both chemists & stockists levels

46. Thank You