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Reddy's Int'l Myanmar Operations & MKT - Overview

The document provides an overview of Myanmar's pharmaceutical market, highlighting its geographical context, market size, and the dominance of imported products, particularly from Indian companies. It outlines the distribution channels, promotional strategies, and the key players in the market, emphasizing the need for new product registrations and local production. The report also identifies potential growth areas and the basic requirements for importing pharmaceuticals into Myanmar.

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290 views28 pages

Reddy's Int'l Myanmar Operations & MKT - Overview

The document provides an overview of Myanmar's pharmaceutical market, highlighting its geographical context, market size, and the dominance of imported products, particularly from Indian companies. It outlines the distribution channels, promotional strategies, and the key players in the market, emphasizing the need for new product registrations and local production. The report also identifies potential growth areas and the basic requirements for importing pharmaceuticals into Myanmar.

Uploaded by

sanjay_gawali
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Presented by:

Reddy’s International Pte Ltd,


Singapore
Ready Medicine Co., Ltd.,
Myanmar
COUNTRY BACKGROUND
MYANMAR SHARES ITS BORDERS WITH 5
COUNTRIES
1. CHINA
2. INDIA
3. BANGLADESH
4. LAOS
5. THAILAND
Geographical Locations
(1) LOWER MYANMAR(states & divisions)
• YANGON (28)DOMINANT TOWNSHIPS
• MAWLAMYINE
• Naw Pyi Taw(Capital of Myanmar)
• BAGO
• HINTHADA
• PYARBON
• PHA AAN
• PYAY
• PATHEIN
• MAGWE
• MYEIK
• SITTWE
• PYINMANA
• TAUNGGU
Geographical Locations
(2) UPPER MYANMAR(states & divisions)
• MANDALAY INCLUDING PYIN OO LWIN
• KYAUKME
• MEIKHTILA
• MYINGYAN
• MONEWA
• SHWE BO
• MOEGOK
• KALAY
• KYAINGTON
• MYITKYINAR
• THAKYILEK
• TAUNGGYI
• MUSE
• LASHIO
Country Profile
• Country : Myanmar
• Capital City : Naw Pyi Taw (formerly Yangon)
• Area (Sq.Km) : 676577
• Population(`000) : 62,000(2011)
• Union of Main Nations : Bamar, Chin, Kachin, Kayah, Mon, Kayin,
Rakhine & Shan
• Division : Sagaing, Taninthayi, Bago, Magway, Mandalay,
Yangon & Ayeyardday.
• State :KAchin, Kayah, Kayin, Chin, Mon, Rakhine, Shan
• Currency : Kyat (I US$=1115 Kyats)
Pharma Market
• Market Size in US$: 540(millions) Apx.
• Growth: +10 %

The Pharma market in Myanmar mainly depending


upon imported products. Myanmar Pharmaceuticals
Factory (MPF) contributes only 10% of the market share.
Since 1994 there was no such professionalism in the
local pharma manufacturers. .

SL Item Value Share in US$ Market Share


(in millions) (%)

1 Imported Products 378 70

2 MPF(Myanmarpharmaceuti 54 10
calsFactory)

3 Indigenous Products 54 10

4 Smuggled Products 54 10

Total 540 100


Pharma Market
• Therapeutic Class Wise Contribution:
The contribution according to the therapeutic class follows the usual pattern
for most of the countries in the world, except for Multivitamin that occupies
2nd largest market share among all therapeutic classes.

SL Therapeutic Class Market Size in US$ Market Share in


(in millions) %

1 Anti-infective 113.40 30.00

2 Vitamins & Minerals 73.71 19.50

3 Antiulcerant 49.14 13.00

4 NSAIDs 43.47 11.50


5 CVS Drugs 35.91 9.50

6 Others 62.37 16.50

Total 378.00 100.00


Pharma Market
Country Wise Market Share in Myanmar :
Indians companies occupying almost 60% of the total market share. At present 90-100
Indian companies are operating in the market and among them Ranbaxy, Sun Pharma,
Zydus Cadila, Dr Reddy’s and Cipla are on the top. Country wise tentative market share
will be as follows:
SL Country Yearly Aprox.Bus Market Share
in US$ in %
(millions)
1 India 220.00 58.40
2 Thailand 28.00 7.40
3 China 27.00 7.20
4 Korea 27.00 7.20
5 Philippines 13.60 3.20
6 Bangladesh 11.34 3.00
7 Indonesia 9.00 2.40
8 France 7.56 2.00
9 Malaysia 7.56 2.00
10 England 6.80 1.80
11 Others 20.14 5.40
Total 378.00 100
Business Development
• Key Issue:
• a) New Products Registration
• b) Distributor/Importer Support
• C) Promotional Plan
• d) Doctor’s Contract
• E) Participation of MMA Program
• E) Chemist Promotion
• F) Sales & Marketing People
Overview of READY / MEDICARE
distribution
READY / Medicare Distribution Channels

Lower Myanmar Upper Myanmar

• Yangon * Mandalay

• Mawlamyine * Lashio

• Naw Pyi Taw * Tounggyi


READY / Medicare Business Operations

a. Order Booking Teams

b. City Cash Van Teams

c. Up Country Trips

d. Stockists
READY / Medicare Stockists
Lower Myanmar Upper Myanmar
1. Bago 1. Lashio
2. Pathein 2. Myitkyina
3. Magwe 3. Tounggyi
4. Pyay 4. Kalay
5. Toungoo 5. Monywa
6. Pyarpon 6. Pokokku
7. Sittwe 7. Muse
8. Myeik 8. KyaingTon
9. Dawei 9. Meithila
10.Hinthada
11.Mawlamyine
12.Nawpyitaw/Pyinmana
READY / Medicare Manpower

Lower Myanmar – 121

Upper Myanmar – 83

National wise : 204


READY / Medicare Order Booking
Procedure
Visit to outlets

Collect & confirm the order

Process to system for invoice

Deliver on next working day


READY / Medicare Van Sale
Procedure
Visit to outlets by container van

Collect & confirm the order

Deliver the stock from van and cash


collection at the same time
READY / Medicare Stockists Procedure

Stockists keep the stocks as per requirement

Visit to outlets by local MSR

Collect & confirm order and deliver the stock kept


in the stockists

In case of any stocks needed, order to head /


branch / stockist office
Promotion

In Myanmar two way companies are promoting/selling their products.

1.a) Doctor’s promotion with sales/marketing people: Where the company


keeps sales/mktg. people for detailing the products to the doctors.
Almost all the leading companies are doing the same things. They offer
products sample,Literature,Pad( few company bring the PPM from their country
and most of the company’s develop the PPM locally. Also, they offer gifts,
collecting both locally & from the country of origin.

1.b) Some companies operate with operations solely done by their Authorized
Representative/Distributor which functions are exactly similar to 1.a .

2) Trading only: Some companies only sell their products to the chemist. They
never go to doctor’s front & sell their product with low price.
Chemist Promotion
As we all known that in Myanmar Pharma market chemist play a vital role to
product selling. For that, most of the company are doing different chemist
promotional activity.

# Regular promotion by offering gift(any)


# Conditional gift(Like buy 20 box get one umbrella/DVD etc. free)
# Monthly/quarterly target Vs Cash discount
# Chemist Entertainment & product discussion
Top Ten Company
(value wise USD)

1.Uni Labs, Philippines 12.5 million


2.Ranbaxy, India 8.5 million
3.Zydus Cadila, India 5.5 million
4.Sun Pharma, India 4.1 million
5.Dr Reddy’s India 2.6 million
6.Kotra Pharma, Malaysia 2.6 million
7.Cipla, India 2.5 million
8.Micro Group, India 2.0 million
9.Square, Bangladesh 1.4 million
10.Beximco, Bangladesh 1.1 million

Note:most of the Indian manufacturers are at 0.5-1.0


million with sizeable no. of products registered within
6-7 years of business.
Usual Promotion Inputs

Product Literatures
Product Catch Covers(sampelling)
Product Stickers
Product Tissue Box
Product Venyl Display Stands (6/2 size)
Pens, Umbrella etc., as Reminder
Wall Clock inside the doctor’s cabin, hospitals, clinics, key
pharmacy
Promotion Bags (MR’s)
Doctor care/Customer care personalised services
Our Promotion Activities

CME programme at selective hospitals in every potential area.

OPD programme at all leading hospitals, servicing the doctors


with some snacks & coffee/tea/drink to prescribe brand name.

Product Sampelling to speciality doctors and GP’s at government


hospitals, clinics, polyclinics and at private hospitals.

Products display, Venyl display during internal meetings of


doctors at government hospitals.

Greeting the potential doctors on their family function with a gift


printed with the product brand name.
Promotion Activities

CME, OPD, Sampelling, Product display, Venyl display,


Foreign trips & local trips to potential doctors, Invite
Foreign speakers, MMA annual, Mims Index,
Launching programmes.

Maintain secret agreement with the prescribing


doctors and especially well known specialists and
leading GP’s on long run basis.

Sponsering the family function/dinner party/service


retirement ceremony of potential doctors and similar
social activities.
Future Myanmar Pharmaceuticals (Potential)

More importation on new molecules

Local production is not sufficient, in fact its negligible

Population growth rate is 2.6%

Lack of technology

More government budget allocation for health

INGOs used imported medicines


Basic requirement to import

• Myanmar DRC issued by FDA


• Under control of DoH, MoH
• Procedures for Registration (Guide line book) (ACTD
format)
1) COPP (WHO format)
2) GMP certificate (WHO format)
3) Durg sample
4) Allow only BP and USP (active ingredients)
5) Manufacturing license
6) Free sale certificate
Strong Recommendation

Atleast 30 new product registrations

Anti-biotics
Cephalosporins
Multi-vitamins
• Thank you

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