AQUATABS. October 2007 Addis Ababa. WHO Stakeholder Forum on Household Water Management. Medipharm & Medentech

Transcription

1 Medipharm & Medentech AQUATABS WHO Stakeholder Forum on Household Water Management October 2007 Addis Ababa BY: GEOFFREY MURIUKI

2 Presentation Brief introduction to Medipharm Brief introduction to : Safety and Quality The Kenyan Experience Barriers & Opportunities

3 Medipharm Incorporated in 1997 Wholesale, retail, veterinary, laboratory and public health Pharmaceuticals core business NGO experience

4 are effervescent (self-dissolving) chlorine tablets kill micro-organisms in water to prevent diarrhoeal diseases They are used at household level for pointof-use disinfection of drinking water They are used for emergency relief (> 20 years) Composition: Biocide: sodium dichloroisocyanurate (organic chlorine donor) - (NaDCC) Effervescent Base: Pharmaceutical and food grade ingredients

5 Safety & Quality Manufacture: Manufactured by Medentech Ltd., Ireland Pharmaceutical standards of GMP ISO9001:2000 Certified NaDCC (chlorine donor) Conforms to international standards: NSF/ANSI Standard 60 (USA) EN standard EN12931:2000 (Europe) WHO/FAO JECFA 1 specification (International) US EPA [1 Joint Expert Committee on Food Additives]

6 Conformance Effervescent NaDCC tablets are specified for drinking water treatment by: WHO (The Interagency Health Kit 2006) UNDP/IAPSO (UNCCS Code ) International Red Cross and Red Crescent Movement (Code: DASDCHLA0005T to 5000T) Unicef (Codes: S /158355/ ) Médècins Sans Frontièrs (Codes: DDISNADC1T, CWATYCHN5T and DDISZBD0001) World Vision, Action Medeor, International Dispensary Association and many more NGO s and Defence Forces

7 Evaluations Worldwide independent field and laboratory studies: He needs water, so he finds it where he can Efficacy Acceptance (focus group studies) Health Impact Comprehensive Technical Report

8 Activities Year 1 Launched in October 2006 Quarter 1: Oct - Dec 2006: Recruitment of stockists Nairobi, Coast, Mombasa, Kisumu and Nyanza Sales Reps, Promoters & Stockists - recruitment and training Postering and posters distribution Radio Advertising - Baraka FM Radio in Kiswahili (Coast region 2 months) & Citizen Radio (Nation wide 4 months) Nation Newspapers advertising 1 weeks ¼ page insert. Balance of Year: Jan Sept 2007 Supermarket Penetration Retail/travellers Packs 20s Develop and maximize on Institutional/NGOs business Stream line distribution and redistribution channel Develop Above the Line (ATL) Promotion through key regional Radio Stations & Newspapers Develop Below the Line (BTL) Promotion/Education through integration: - with International/Local NGO s/fbo s/moh - synergy of strategies with Behavioural Specialist Organisations (Health Programmes, etc)

9 Affordability: Kenya Consumer cost at a local shop ( 67mg/20 litres): Cost per unit of purchase (10 tablets): Ksh20 Cost per 20 litre tablet: Ksh2 equates to approx $0.03 per tab Cost per litre treated: Ksh0.1

10 Distribution Network Commercial: Wholesalers, Stockists, Kiosks, Grocery shops, Supermarkets, Pharmacies, etc NGO s/fbo s: Unicef, CRS, World Vision, Techno Relief, Carter Centre, AMREF, German Agro Action, CHMP, CRS, DSW, KWAHO, SWAP, Emory University, etc MOH: Ministry of Health (Institutional, etc) Defence Forces

11 Sales Data Tablet Sales Volume Water Treated Area Qtr 1 Qtr 2 & 3 Qtr 4 Total Year Unit / Oct - Dec Jan - June July - Sept 12 months Tablet Total millions *Commercial 6,600,000 6,000,000 9,000,000 21,600, ,000,000 **Institutional 4,500,000 4,000,000 8,500, ,000,000 TOTAL HWTS 6,600,000 10,500,000 13,000,000 30,100, ,000,000 Emergency Relief 6,000,000 4,500,000 5,500,000 16,000, ,000,000 Defence Forces 2,000,000 2,400,000 4,400, ,400,000 OVERALL TOTAL 14,600,000 15,000,000 20,900,000 50,500, ,400,000 Launch Oct 2006 *Commercial **Institutional of which 90% sold in Rural Areas (through Kiosks) Up to 50% sold at retail price through outlets such as Health Centres, etc - Full Cost Recovery

12 PRICING STRUCTURE IDF Fee, Clearing & Transport fee 10% $ Packaging 6% $ Cost of Money 10% $ Medipharm Margin 30% $ Sub Total Medipharm 56% (1) Marketing 15% $ (2) Distributor Margin 20% $ (3a) Agent Commission 12.5% $ (3b) Kiosk Margin 18% $0.2409

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14 MKTG INITIATIVES CONT D.

15 CALENDERS.

16 Barriers & Opportunities Continue to position as key HWTS product Further A&P - ATL Expand geographical coverage Commercial Sales Develop Institutional Sales (FCOGS) with MOH support Develop with complementary HWTS & Health programmes BTL Develop ER Hub Liaise with Medentech to work with the MOH & KBS for continuous improvements with standards & specifications

17 THE END Thank you to the organizers & for your attention Medipharm EA Ltd., Block 29 David Osieli Rd, off Waiyaki way,westlands PO Box Nairobi, Kenya Tel: /4/5 Gsm: Fax: