Pfizer Limited is all set to launch a consumer healthcare division, which would focus on a broadened market reach of the over the counter brands of both Pfizer and the already merged Parke-Davis.
According to sources, the new marketing arm, which would be formed by the end of this financial year, will have the flagship brands of both the companies such as Becosules, Benadryl, Corex, Protinex, Gelusil MPS, Waterbury''s Compound, Agarol, Caladryl etc in its fold.
Though the company is yet to confirm its plans in this regard, it has identified a leading public relation agency for the OTC brands'' promotion activities, it is learnt. Since, the company is too cautious about shifting some of the brands from the conventional promotion route, it would make a gradual entry into the purely consumer focused market. However, the established brands will form the product line for the proposed division, it is learnt.
Currently, Corex, the cough syrup of Pfizer, is a Rs 97 crore brand and Becosules, a B-complex supplement have been ranked No. 2 brand in the entire Indian pharma market with a turn over of Rs 81 crore. Though Corex is number one in terms of value of sales, it ranks 16 in terms of volume with 3.8 crore according to IMS health. Among the leading pharma brands, Becosules (including Becosules plus) recorded a MAT of Rs 81 crore from April 2001-May 2002 and ranked second in value. Similarly, the cough syrup of Parke-Davis, Benadryl, has a turn over of Rs 25 crore. Besides Benadryl, Parke-Davis has established brands like Gelusil MPS, Listerine, Ferradol, Waterburry Compound, Agarol and Neko Soap.
Pfizer''s pharmaceuticals product portfolio spans a wide range of therapeutic classes from vitamins supplements and nutritionals to antibiotics and cardiovasculars. The other leading brands of the company include Minipress, Amlogard, Magnamycin, Dolonex, Protinex, Vicon, Terramycin, Combantrin, Cardiovit, Hepashield and Magnex.