A

PROJECT REPORT

ON

“ TO EXPLORE MARKET OPPORTUNITIES FOR NEW PRODUCT LAUNCH.”

FOR

Resilient Cosmeceuticals Pvt. Ltd

UNDER THE GUIDANCE OF PROF.MAHESH GADEKAR

SUBMITTED TO UNIVERSITY OF PUNE

IN PARTIAL FULFILLMENT OF 2 YEARS FULL TIME COURSE MASTERS IN BUSINESS ADMINISTRATION (M.B.A.)

SUBMITTED BY DNYANESH PRABHAKAR JOSHI

(BATCH - 2006-08)

THROUGH VISHWAKARMA INSTITUTE OF MANAGEMENT,

KODHAWA, PUNE-411014

ACKNOWLEDGEMENT

I am highly indebted to Resilient Cosmeceuticals Pvt.Ltd. Pune for giving me

an opportunity to work with one of the best pharmaceutical house in India. This

experience at the beginning of my career will be a very important step towards being a

successful manager. There have been many hearts and brains supporting and guiding me

in this project.

I would like to thank Mrs. Padmaja Jyotish, (Head –Marketing Dept.) & Mrs.

Vishakha Lulay (Head Admin. & HR Dept.) Pune for giving me the necessary insight in

my study.

I am thankful to all Chemists and Doctors in Pune who had devoted me their

valuable time and information to make my project a success.

I take this opportunity to express my deep sense of gratitude and respect to my

internal project guide Mr. Mahesh Gadekar, without whose constant guidance, it would

not have been possible to complete the project.

My profound gratitude to Director of VIM Dr. Sharad L. Joshi who was and

will be always a source of inspiration to me.

Lastly I would like to thank my family, colleagues and friends for boosting my

confidence and helping me throughout the project.

JOSHI DNYANESH PRABHAKAR

Vishwakarma Institute of Management, Kodhawa Pune- 411014

CERTIFICATE

TO WHOM SO EVER IT MAY CONCERN

This is to certify that JOSHI DNYANESH PREABHAKAR is a bonafide student of

VISHWAKARMA INSTITUTE OF MANAGEMENT . He has successfully carried

out his summer project titled “TO EXPLORE MARKET OPPORTUNITIES FOR

NEW PRODUCT LAUNCH” AT RESILIENT COSMECEUTICALS PVT . LTD,

PUNE in the partial fulfillment of Master of Business Administration course of

University of Pune (2006 - 2008).

He has worked under our guidance and direction. His work is found to be good and

complete in all respect. During the period we found him hardworking, sincere and loyal.

We wish him all the best for future.

PROF. MAHESH GADEKAR DR. SHARAD L. JOSHI

(PROJECT GUIDE) (DIRECTOR)

1

RESILIENT COSMECEUTICALS PVT.LTD “Resilient House”, 7th Lane, 26/13,Dahanukar Colony, Pune-411038

Tel.:020-25425393,25425394.Fax:020-25449192. LOGO

Ref. No. Date:

TO WHOMSOEVER IT MAY CONCERN

This is to certify that Mr. Dnyanesh Prabhakar Joshi, a M.B.A. student of BRACTS

Vishwakarma Institute of Management (Pune), have undergone training & completed a project on “TO EXPLORE MARKET OPPORTUNITIES FOR NEW PRODUCT LAUNCH.”

FOR Resilient Cosmeceuticals Pvt. Ltd. He has carried out this project for Resilient Cosmeceuticals Pvt. Ltd., from 01/06/2007 to 31/07/2007. In the span of project duration his candidature was found to be very sincere & hardworking. We wish him a bright future. ( Sign) Sign Mrs. Padmaja Jyotish Head HR DEPT Marketing Manager Resilient Cosmoceutics Pvt. Ltd

2

TITLE INDEX CONTENTS

PAGE NO.

CHAPTER I: EXECUTIVE SUMMARY 1.1 Introduction 1.2 Indian Pharmaceutical Industry 1.3 Company Profile 1.4 The Product Introduction

1-13

CHAPTER II: OBJECTIVE & SCOPE OF PROJECT

14-17

CHAPTER III: THE RESEARCH METHODOLOGY 3.1 Research Design 3.2 Data Collection Techniques 3.3 Data analysis

18-24

CHAPTER IV: ANALYSIS OF THE SURVEY 4.1 Doctors Survey 4.2 Chemist survey 4.3 Observation and Findings 4.4 Conclusion

25-45

CHAPTER V: SUGGESTIONS AND RECOMMENDATIONS

46-48

CHAPTER VI: LIMITATIONS OF SURVEY

49-50

CHAPTER VI: ANNEXURE AND APPENDICES

51-59

3

CHAPTER I

EXECUTIVE SUMMARY

4

INTRODUCTION

As par the curriculum of Masters in marketing management I have to do a summer

project in any organization. Resilient Cosmeceuticals Pvt. Ltd. appointed me for project

work. The Main objective of the project is to find out the Market Potential for new

product which company is going to launch soon.

With this primary objective, I started my project work under the guidance of respected

madam, Mrs. Padmaja Jyotish (Head-Marketing Dept.). The duration of my project was

60 days. I have done my project work in Pune City.

The geographical scope of my project limited to Pune City. While doing the project I

came to know about existing customer behavior and the strategies that companies uses

while launching a new product.

A pilot study was undertaken on a sample of 15 respondents. The aim of this study was to

determine the contents of the questionnaire & evaluate if the outputs being delivered

meet the objectives of the survey. To study the existing pattern & to get the feel how the

market functions, a whole week of study was undertaken. After the completion of pilot

study, a questionnaire was made which includes the questions according to objectives of

study. A questionnaire contents of twelve questions divided into two parts, in one part six

questions contents the anti-ulcerant drugs questions which needed to collect

information’s.

5

According to observations and finding, suggestions are given to the company so as to

explore market opportunities for new product launch. Based on the data the Company

should make strong strategies to conquer the market and must take into consideration

direct and indirect competitors while launching the new products in both sector that is in

anti-ulcerant as well as anti-emetics drugs.

During the project I came to know the competitive strategies of the various companies in

the market. As well as the problems faced by the companies in the market. All this

summarized here is presented with deeply interpreted and analyzed in this report in

different chapter.

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1.1 INDIAN PHARMACEUTICAL INDUSTRY

At a growth rate of 9 per cent per year, the pharmaceutical industry in India is well set

for rapid expansion. As a result of the expansion, the Indian pharmaceutical and

healthcare market is undergoing a spurt of growth in its coverage, services, and spending

in the public and private sectors.

The environment under which Indian pharmaceutical industry is operating is changing

slowly and likely to change significantly in future. The introduction of the IPA, which

did not recognize product patent but only process patent provided a major thrust to

the Indian Pharmaceuticals industry and the Indian companies, began to produce

bulk drugs and formulations at lower costs. This led to high fragmentation in the Indian

pharmaceutical industry due to the emergence of a number of small Indian firms. Thus,

there are about 24,000 companies big, medium and small fighting for a more than $ US 6

Billion market. Out of these around 300 are in the organized sector, around 15,000 being

in the small scale sector and the remaining being very small without any economies of

scale.

India manufactures over 400 bulk drugs and around 60,000 formulations being

distributed by 5,00,000 chemists all over the country.

At present, per capita annual consumption of drugs in India is about Rs.160 (US $ 3.5),

which is still one of the lowest in the world, including developing countries. In India

7

R&D in the area of drugs and Pharmaceuticals is carried out in about 143 in- house R&D

units in industry recognized by the Department of Scientific and Industrial Research, six

laboratories of the Indian Council of Medical Research and nearly 50 Universities. The

industry was worth $3 billion in 1997 and currently valued in the region of $6 billion.

This growth reflects the growing importance of India on the global pharma map.

Many multinational companies have penetrated into India with an aim to market drugs

and conduct clinical trials. Thus, Indian pharmaceutical research, manufacturing, and

outsourcing have received an impetus, thereby, creating an image of a potential

healthcare market and a land of opportunities in pharmaceuticals. The economic

liberalization policies coming to force in the 1990s and the strong emergence of private

sector in the Indian economy has heightened the pace of development of the

pharmaceutical industry and will continue to do so.

Indian Pharmaceuticals industry is one of the fastest growing markets in the world. In

terms of value, the industry accounts for less than 2% of the global market. However, this

industry is expected to grow at rates nearly 200% higher than the global market in the

near future

8

1.2 COMPANY PROFILE-

(CORPORATE OFFICE)

Resilient Cosmeceuticals is an organization with the philosophy to be different from

conventional pharmaceutical culture. ‘Resilience’ is the fierce determination that

organization carries to help overcome disease and bounce back to good health. Resilient

Cosmeceuticals is marketing innovative product for example anti acne therapy,

dermatologicals to treat Vitiligo, Hyperpigementation, psoriasis, keratotic dermatoses,

gynaecological antiinfectives, nutritional supplements, pain management products for

Dermatology, Gynaecology, Orthopaedic, and Physician specialties.

9

Resilient does not stop here, Resilient has its sister concern, geneOmbio Technologies.

GeneOmbio Technologies is an organization with a strong base in the area of genomic

research and has a central laboratory facility offering one of the best infrastructures to

undertake high-tech genomic research projects.

The mission of geneOmbio Technologies is to become a world-class biological solutions

company where Biotechnology creates value addition for every individual in society.

GeneOmbio Technologies intends to develop newer technologies for the betterment of

society and place India on the world map of Biotechnology.

Science and Technology Park, University of Pune (UoP), Department of Science and

Technology (DST), Government of India, recognize GeneOmbio Technologies.

Recently, geneOmbio Technologies has tie up with Thyrocare Technologies, the world’s

largest medical diagnostic company to provide nucleic acid tests (NAT) to its valued

clients.

Resilient Cosmeceuticals turnover is about 13crores, with 150 employees and it will

become one of the growing pharmaceuticals company in near future.

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www.resilientindia.com www.geneombiotech.com COMPANY PRODUCTS

Dermatology Gyneacology Orthopaedic Physian

CLINMISKIN GEL ZEBIFORT SUMOTROL ZEBIFORT ZEBI D RESCAFE SUMOCOL-500 CLINMISKIN GEL RESCAFE CLINSUPV RESINIM-SP DICLOOPOT-MR EPIGEN CLINSUP-V3 RESIDOL Tab. RESINIM-SP SALICURE-6 MS-DOS DICLOOPOT-MR RESINIM SALICURE-12 TERMISPAZ RESINIM-SP Tab TERMISPAZ SALICURE-17 SUMOCAL-500 RESIDIP-SP TROID-5 SUMOTROL RESIDOL TROID-25 RESIDIP-SP ZEROMITE TROID Lotion EPIGEN ZOBASTAT CUTIHYDE SALICURE-6 ZEROMITE SUMOCOL-500 ZOBASTAT SUMOTROL

11

1.3 The Product Introduction

MS-DOS Tablets

DESCRIPTION:

Safest combination of anti-emetic drugs – as a first line therapy in treatment of morning

sickness / nausea & vomiting of pregnancy.

COMPOSITION:

Each enteric coated tablet contains

Doxylamine Succinate U.S.P................ 10 mg

Pyridoxine Hydrochloride I.P................ 10 mg

(Appropriate Overages added)

Excipients........................................... q.s.

SALIENT FEATURES:

a) Enteric coated tablet ensures peak plasma level of drugs in

morning time when pregnant lady suffers from morning sickness.

b) Most effective and safest of all anti-emetic drugs.

INDICATIONS:

Morning sickness / Nausea and vomiting during pregnancy

12

DOSAGE:

2 Tablets at bedtime and 1 Tablet additionally during

daytime, if required

PRESENTATION:

A strip of 10 Tablets.

What is Morning sickness?

Morning sickness is nausea and vomiting during pregnancy. After conception many

physiological changes start taking place in a woman’s body. One such is `hormonal

change’. The body starts increased secretion of sex hormones which stimulates vomiting

center in brain. This leads to nausea and vomiting. This generally occurs in the morning

hence is called as Morning Sickness. For some pregnant women, the symptoms are worse

in the morning and ease up during the course of the day, but they can strike at any time

and last all day long. About 70% of pregnant women experience nausea and sometimes

vomiting during their first trimester. The nausea usually starts around six weeks of

pregnancy, but can begin as early as four weeks. It tends to get worse over the next

month or so. It may get over in second trimester or it may be experienced throughout the

pregnancy.

13

How to avoid morning Sickness?

• Try to avoid foods and smells that trigger nausea.

It might also help to eat bland foods like biscuits,

crackers, corn flakes etc.

• Eat small, frequent meals and snacks throughout

the day so that stomach is never empty.

• Avoid spicy, acidic, and fried foods, which can irritate

digestive system.

• Try eating ginger, cardamom, lemon syrup to ease

out nausea.

What is the treatment?

Report the complaint to doctor. There are drugs called as antiemetics, i.e. drugs which

relieve nausea and vomiting. A doctor will prescribe the same for you. An antiemetic

containing doxylamine succinate with Vit B6 is the safest treatment. Administer the

drugs as advised by doctor if the treatment does not provide enough relief, report to the

doctor.

14

Rabeprazole Molecule: -

Drug Category: - Anti-Ulcer Agents, Enzyme Inhibitors

Indication: - For short-term treatment in the healing and symptomatic relief of erosive or

ulcerative gastroesophageal reflux disease (GERD).

Pharmacology: - Rabeprazole prevents the production of acid in the stomach. It reduces

symptoms and prevents injury to the esophagus or stomach in patients with gastroesophageal

reflux disease (GERD) or ulcers. Rabeprazole is also useful in conditions that produce too

much stomach acid such as Zollinger-Ellison syndrome. Rabeprazole may also be used with

antibiotics to get rid of bacteria that are associated with some ulcers. Rabeprazole is a

selective and irreversible proton pump inhibitor, suppresses gastric acid secretion by specific

inhibition of the H+, K+ -ATPase enzyme system which is found at the secretory surface of

parietal cells. It inhibits the final transport of hydrogen ions (via exchange with potassium

ions) into the gastric lumen.

What is Ulcer?

When superficial inflamed tissue sloughs off the surface of an organ or tissue, the

resulting open sore is called an Ulcer.

People with poor circulation –for instance, diabetics with advanced atherosclerosis-are

susceptible to ulcers in the tissues of their legs. These ulcers, which are called stasis

ulcers, develop because of poor oxygen and nutrient supply to tissues that then become

very susceptible to even a very mild injury or an infection.

An ulcer is a craterlike lesion in a membrane; ulcers that develop in the area of the GI

tract exposed to acidic gastric juice are called Peptic Ulcer.

15

What is treatment?

Rabeprazole belongs to a class of antisecretory compounds (substituted benzimidazole

proton-pump inhibitors) that do not exhibit anticholinergic or histamine H2-receptor

antagonist properties, but suppress gastric acid secretion by inhibiting the gastric

H+/K+ATPase (hydrogen-potassium adenosine triphosphatase) at the secretory surface of

the gastric parietal cell. Because this enzyme is regarded as the acid (proton) pump within

the parietal cell, rabeprazole has been characterized as a gastric proton-pump inhibitor.

Rabeprazole blocks the final step of gastric acid secretion. In gastric parietal cells,

rabeprazole is protonated, accumulates, and is transformed to an active sulfonamide.

When studied in vitro, rabeprazole is chemically activated at pH 1.2 with a half-life of 78

seconds.

16

Drua

CHAPTER II

OBJECTIVE & SCOPE OF PROJECT

Category Drug Cy

17

RESEARCH OBJECTIVE

I started my work under the guidance of Mrs. Padmaja Jyotish (Resilient Cosmeceuticals

Pvt. Ltd.). It is mentioned in the title of the project that the scope of the project is to study

marketing challenges for new products. The first product is for the anti-ulcerant and other

product is anti-emetics drug. Objectives set by the company were same for both of these

products. Market analysis or marketing challenges is a very broader term, so to brief

these terms, my objective of the study was-

• To study the Market Potential for new product launch. (For both products).

• Finding out Competitor barriers to explore market opportunities.

(For both Products).

• Use of anti-ulcerant and anti-emetics preparations by same or different

customers.

• To study the Quantification and Sale of different anti-ulcerant and anti-

emetics preparations.

18

SCOPE OF WORK

I started my work under the guidance of Mrs. Padmaja Jyotish (Resilient Cosmeceuticals

Pvt. Ltd.) The topic assigned to me was “TO EXPLORE MARKET

OPPORTUNITIES FOR NEW PRODUCT LAUNCH”

The main task assigned to me was to find out whether launching the new products (in

Pune city) in the market is feasible or not. The new products being launched with

following components into it-

� Doxylamine succinate

� Rabeprazole

GEOGRAPHIC SCOPE

The research is conducted in the Pune city, in the major areas where most of the

Gyneacologist & Physicians operate. So covering these major areas can make a good

representative sample.

19

The areas were-

Bibvewadi- Upper Indira Nagar, Market Yard.

Hadapsar-Fatima Nagar, Mohommad wadi, hadapsar gaon.

Peth area- Ravivar peth, Nana peth, Somwar peth, Ghorpade rd, Shukrawar peth, KEM

hosp area, Tilak rd.

Yerwada- Band Garden, Kalyani Nagar.

Others- FC Road, Koregaon Park, Pune Camp

TIME SCOPE

I was given a period of 2 months. The areas that I am supposed to cover were

manageable in this period. I started my project from 1st June till 30th July 2007.

20

CHAPTER III

THE RESEARCH METHODOLOGY

21

CHAPTER III

THE RESEARCH METHODOLOGY

For carrying out a research project successfully one should follow the research

process.

Define the problem

And research objective

Develop the

Research plan

Collect the

Information

Present the

Findings

Make the

Decision

Analyze the

Information

22

RESEARCH METHODOLOGY

Stage 1: Market study-

To study the trend in giving prescriptions by the doctor’s i.e. major products which

doctors prescribes. Hence to find out major prescribers of the products in the category

where company is going to launch the product.

Stage 2: Pilot study-

A pilot study was undertaken on a sample of 15 respondents. The aim of this study was to

determine the contents of the questionnaire & evaluate if the outputs being delivered

meet the objectives of the survey. To study the existing pattern & to get the feel how the

market functions, a whole week of study was undertaken.

Stage 3: Main survey-

Study is of quantitative type on what the researcher tried to understand the doctor’s

preference while prescribing medicines. The research instrument contains open-ended

questions.

23

3.1 RESEARCH DESIGN

Considering well-defined objectives, a framework for designing marketing research

program could be made out. This step is the most encompassing of all steps, requiring

the greatest amount of thought, time and expertise. Since the intelligence eventually

gained from the research is so closely related to the selected research design, this is

the single most import step in the research process and the step most vulnerable to the

typical research errors. Research design includes methodology selection,

questionnaire design, sample design & size and determining data analysis to be used.

Lets discuss them individually.

CLASSIFICATION OF THE RESEARCH STUDY

The Research of this project can be classified in the following broad categories.

1) Quantitative Research:

The objective was to find out the sale of the Resilient products with respect to the

Competitive environment.

2) Analytical Research:

It involved using facts or information already available, data collected through

survey and analyzes these to make critical evaluation of the problem as the

major objective.

DESIGNING THE QUESTIONNAIRE

A questionnaire for the Chemist was designed which aimed at sourcing out the

information fulfilling the objectives of the project.

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SAMPLE DESIGN

After doing on the research approach and instruments, the marketing researcher must

design a sampling plan. This calls for three decisions:

1. Sampling unit: Who is to be surveyed? The marketing researcher must define the

target population that will be sampled. Once the sampling unit is determined, a

sampling frame must be developed so that everyone in the target population has

an equal or known chance of being sampled. In the project the sample consisted

of chemists and doctors.

2. Sample size: How many people should be surveyed? Large samples give more

reliable results than small samples. Samples of less than 1% of a population can

often provide good reliability, with a credible sampling procedure. The sample

size of the project was 90 chemists.

3. Sampling procedure: How should the respondent be chosen? To obtain a

representative sample, a probability sample of the population should be drawn.

Contact methods: Once the sampling plan has been determined, the marketing

researcher must decide how the subject should be contacted: mail, telephone,

personal.

25

3.2 DATA COLLECTION TECHNIQUE

The primary and secondary techniques of data collection were used to collect the data.

a) Primary technique of data collection:

Personal interview of chemists regarding their weekly sale of different brands.

Mentioned in information collection format.

b) Secondary data collection technique:

Reference to various books, published materials and Websites were made in order

to clearly understand market situation.

Segments targeted:

1) Chemists and druggist.

2) Doctors.

For market survey Pune city was the area of work. Chemists of various areas in

the city were surveyed.

Research instruments:

Marketing researchers have a choice of three main research instruments in collecting

primary data: Questionnaires. Psychological tools, and mechanical devices

1. Questionnaires: It consists of a set of questions presented to respondents.

Because of its flexibility, the questionnaire is by far the most common instrument

used to collect primary data. Questionnaires need to be carefully developed, tested

and debugged before they are administered on a large scale.

26

2. Psychological tools: Marketing researcher can probe a buyer’s deeper beliefs and

feelings using psychological tools such as laddering techniques, depth interviews,

etc. Depth interviewing involves going deeply into the thoughts that an individual

may have about a product service.

3. Mechanical devices: Mechanical devices are occasionally used in marketing

research. Galvanometer measures the interests or emotions aroused by exposure

to a specific ad or picture.

4. Qualitative measures: Some marketers prefer more qualitative methods for

gauging consumer opinion because consumer actions do not always match their

answers to survey questions. New tools such as videos, pagers and informal

interviewing will help marketers overcome the limitations of traditional research

methods.

3.3 DATA ANALYSIS

Data analysis is the last but very important step in any research study to be conducted.

The data collected in the survey was analyzed and presented in graphical forms. The data

analysis is presented in the following chapter.

27

CHAPTER IV

DATA

INTERPRETATION

& ANALYSIS

28

4.1 Pune Area - Doctors Survey:-

Analysis and Interpretation of Data: Data analyzed here that obtained from about 66 Gyneacologists and 70 General Practitioners located in different areas in Pune. Quantity prescribed By Doctor per week in Pune City. (Hadapsar, Kalyani Nagar, Bibvewadi, Koregaon Park, Peth areas, FC Road, Yerwada, Pune Camp)

ANTI-ULCERANT DRUGS: -

Break-up of anti-ulcerant drugs in plain category that are surveyed in Pune which

are prescribed by Doctors.

Drugs Prescribed by Doctor, used in treatment of Ulcer- PLAIN

Rabecip14%

Omez14%

Domstol13%

Ocid12%

Pantop13%

Pantagon11% Rablet

23%

Rablet

Rabecip

Omez

Domstol

Ocid

Pantop

Pantagon

EXPLANATION:

Analysis done as per the data obtained from ninety chemists in different areas in Pune.

In Plain category Rablet contributes 23% of total share and Omez is the 2nd Preference

that is prescribed by Doctors. In Bibvewadi and Hadapsar areas Rablet shows first choice

prescription drug that are prescribed by Doctors. Domstol and Rabecip also contribute

remarkable increase in over the counter sale.

29

Break-up of anti-ulcerant drugs in combination category that are surveyed in Pune

which are prescribed by Doctors.

Drugs Prescribed by Doctor, used in treatment of Ulcer-COMBINATION

Pan D47%

Omez D29%

Rablet D24%

Rablet D

Omez D

Pan D

EXPLANATION: In Combination category Pan-D contributes 47% of total share and Omez-D is 2nd

Preference that is prescribed by Doctors. In combination category of anti-ulcerant drugs,

most of the area shows Pan-D is more prescribed by Doctors. Pan-D contains

Pantoprazole + Domperidone molecules which have less side effects. Doctors in Peth’s

areas give first preference to Omez-D capsules that shows 29% of total share. Rablet-D

counts 24% of total areas surveyed.

30

ANTI-EMETICS DRUGS: - Break-up of anti-emetics drugs in plain category that are surveyed in Pune which are prescribed by Doctors.

Drugs Prescribed by Doctor,used in treatment of Vomiting and nausea in pregnancy-PLAIN

Doxinate43%

Ms Dos16%

Doxila B641% Doxila B6

Doxinate

Ms Dos

EXPLANATION: Analysis done as per the data obtained from ninety chemists in different areas in Pune.

In Plain category Doxinate contributes 43% of total share and Doxilla B6 is the 2nd

Preference that is prescribed by Doctors. Data obtained from questionnaires are analyzed

on the basis of direct and indirect competitor’s survey and analyzed it to known exact

position of drugs that is present in market and also to testing market potential in process

of new product launching programme.

Ms-dos contributes 16%of total share and hence positioning of that drug must need

Marketing strategy to locate area of major demand and giving rise to direct selling of

product in preference to competitor’s brand.

31

Break-up of anti-emetics drugs in combination category that are surveyed in Pune

which are prescribed by Doctors.

Drugs Prescribed by Doctor,used in treatment of Vomiting and nausea in pregnancy-

COMBINATION

Doxila B6 Plus31%

Doxinate OD28%Doxinate Plus

41%Doxinate OD

Doxila B6 Plus

Doxinate Plus

EXPLANATION: In Combination category Doxinate Plus contributes 41% of total share and Doxilla B6

Plus is 2nd Preference that is prescribed by Doctors. Doxinate OD shows 28% of total

share and in Pune it was observed that combination categories drugs are more prescribed

by doctors especially in Bibvewadi, Hadapsar and Yerwada region due to most

availability Gyneacologist.

32

Break up of molecules that are used in treatment of ulcer in which combination category contributes 65% and plain category contributes 35% of total share. Plain category includes molecules like rabeprazole, Pantoprazole, omeprazole.

Combination category includes molecules like rabeprazole+Domperidone,

Pantoprazole+Domperidone, omeprazole+Domperidone.

EXPLANATION In anti-ulcerant category the drugs prescribed by Gynecologist contributes 65%

combination phase share and in the same GP’s shows 35% plain share.

Hence it is conclude that in pune region combination category drugs are more preferred

for treatment of ulcerant diseases.

Molecules that are used in treatment of Ulcer,Presc ribed by Doctors Per Week

combination65%

plain35%

33

Quantity prescribed by Doctors per week in treatment of ulcer in both categories

Bar line graph shows quantification and sale of different anti-ulcerant drugs which

contributes more in combination category than plain.

66 Gyneacologist and 70 General Physicians were surveyed to gather the following

information

0

1000

2000

3000

Qty/week sell

Doctors

Qty prescribed per weeks by doctors in each categor y of anti-ulcerant drugs

Plain

Combinaton

Plain 2270 2056

Combinaton 2631 2690

Gyanecologist Physician

EXPLANATION: The bar line chart shows that the quantity prescribed by Doctors in both categories of

anti-ulcerant drugs, where 66 Gyneacologist and 70 GP’s surveyed to know use of anti-

ulcerant drugs in Pune areas which comes to result that combination categories drugs are

more prescribed than plain category of drugs. In combination categories, Pan-D was first

choice drugs that are prescribed by Doctors and in plain categories Rablet was the first

choice drugs that are prescribed by Doctors.

34

Break up of molecules that are used in treatment of vomiting and nausea in pregnancy in which plain category contributes 43% and combination category contributes 57% of total share. Plain category includes molecules like doxylamine, prednedoxine.

Combination category includes molecules like doxylamine+pyridoxine10mg,

doxylamine+pyridoxine20mg, and doxylamine+folic acid pyridoxine.

EXPLANATION In anti-emetics category the drugs prescribed by consultant contributes 57% combination

phase share and in the same GP’s shows 43% combination share.

Hence it is conclude that in Pune region combination category drugs are more preferred

for treatment of vomiting and nausea in pregnancy.

Molecules that are used in treatment of Vomiting an d nausea in

pregnancy ,Prescribed by Doctors Per Week

Plain43%

Combination57%

Plain

Combination

35

Quantity prescribed by Doctors per week in treatment of Vomiting and Nausea in both categories Bar line graph shows quantification and sale of different anti-emetics drugs, which

contributes more in combination category than plain.

66 Gyneacologists and 70 General Physicians were surveyed to gather the following

information

0

500

1000

1500

2000

Qty/week sell

Doctors

Qty prescribed per week by doctors in each category of anti-emetics drugs

Plain

Combinaton

Plain 1332 228

Combinaton 1730 309

Gyanecologist Physician

EXPLANATION: The bar line chart shows the quantity prescribed per week by doctors in each category of

anti-emetics drugs, which comes to result that combination categories drugs are more

preferred by doctors as compare to plain categories drugs. 66 Gyneacologist are surveyed

to find out this information and thus quantification and sale of combination drugs are

more than plain categories of drugs.

36

4.2 Chemist Survey: - Analysis of data on basis of information obtained from chemists and druggists in Pune. Break-up of anti-ulcerant drugs in plain category that are surveyed in Pune which are prescribed by Doctors. Analysis done as per the data obtained from ninety chemists in different areas in Pune.

Drugs used in treatment of ulcer Plain

Pantop14%

Ocid10%

Domstol9%

Rabecip10%

Omez21%

Rablet25%

Pantagon11% Rablet

Rabecip

Omez

Domstol

Ocid

Pantop

Pantagon

EXPLANATION In Plain category Rablet contributes 25% of total share and Omez is the 2nd Preference

that is prescribed by Doctors. As the data collected from different chemist and druggist

located in Pune regions shows that all plain molecules have near about equally settled

markets which comes to know that no such a brand aggregated in specific areas in Pune.

Pantop, Pantagon, ocid also well market in Yerwada and Kalyani Nagar areas.

37

Break-up of anti-ulcerant drugs in combination that are surveyed in Pune which are prescribed by Doctors. Analysis done as per the data obtained from ninety chemists in different areas in Pune.

Drugs used in treatment of ulcerCombination

Pan D40%

Omez D29%

Rablet D31%

Rablet D

Omez D

Pan D

EXPLANATION: In Combination category Pan-D contributes 40% of total share and Rablet-D is 2nd

Preference that is prescribed by Doctors. In most of the areas in Pune Pan-D shows

profitable market as molecules Pantoprazole have less side effects and hence most of the

doctors preferred this combination in treatment of ulcer. Omez-D contributes 29% of

share and having market in Yerwada and FC road areas.

38

Break-up of anti-emetics drugs in plain category that are surveyed in Pune which are prescribed by Doctors. Analysis done as per the data obtained from ninety chemists in different areas in Pune.

Drugs used in treatment of Vomiting and nausea in Pregnancy - Plain

Doxila B641%

Ms Dos17%

Doxinate42%

Doxila B6

Doxinate

Ms Dos

EXPLANATION: In Plain category Doxinate contributes 42% of total share and Doxila B6 is the 2nd

Preference that is prescribed by Doctors. Ms Dos tablets show 17% of total share and

hence to launch advanced category drug of this segment, company must need product

awareness strategy. In Bibvewadi and Hadapsar, tab. Doxinate has more market share but

in Yerwada and Peth’s areas Doxila B6 shows compatible market.

Ms Dos drug shows little spread market in all areas in Pune.

39

Break-up of anti-emetics drugs in combination category that are surveyed in Pune which are prescribed by Doctors. Analysis done as per the data obtained from ninety chemists in different areas in Pune.

Drugs used in treatment of Vomiting and nausea in Pregnancy - Combination

Doxinate Plus44%

Doxila B6 Plus23%

Doxinate OD

33% Doxinate OD

Doxila B6 Plus

Doxinate Plus

EXPLANATION: In Combination category Doxinate Plus contributes 44% of total share and Doxinate OD

is 2nd Preference that is prescribed by Doctors. 66 Gyneacologist surveyed to collect this

data and analyzed to find out highest selling brands in particular regions of Pune. Doxila

B6 plus shows 23% of share but have strong market in Yerwada and FC road areas

40

AREA WISE ANALYSIS OF THE DATA OBTAINED FROM CHEMIS T AND DRUGGIST FROM DIFFERENT AREAS IN PUNE OF ANTI-ULCER ENT DRUGS

Drugs Used in treatment of Ulcer prescribed by doctors

0

200

400

600

800

1000

1200

1400B

ibve

wad

i

Mar

ket Y

ard

Had

apsa

r

Yer

wad

a

Kal

yani

Nag

ar

Kor

egao

n P

ark

FC

Roa

d

Nan

a P

eth

Ras

ta P

eth

Som

war

Pet

hAreas

Total sell of prescribed

drugs

Plain

Combination

EXPLANATION: Drugs that used in treatment of ulcer are area wise analyzed and plotted above which

shows that combination category drugs has more market than plain category. Also

Bibvewadi, Hadapsar and Peth’s areas shows highest selling areas in both category of

drugs and which means opportunities to make market in that area was high in case of new

product launch. About 90 chemists surveyed to collect this information and data analyzed

to find most product selling area in Pune.

41

AREA WISE ANALYSIS OF THE DATA OBTAINED FROM CHEMIS T AND DRUGGIST FROM DIFFERENT AREAS IN PUNE OF ANTI-EMETI CS DRUGS.

Drugs prescribed by Doctors in treatment of vomiting and nausea in pregnancy

050

100150200250300350400450

Bibvew

adi

Marke

t Yar

d

Hadap

sar

Pune

camp

Yerwad

a

Koreg

aon

Park

Kalyan

i Nag

ar

FC Roa

d

Peth's

Areas

Tot

al s

ell o

f pre

scrib

ed d

rugs

Plain

Combination

EXPLANATION: Drugs that used in treatment of vomiting and nausea in pregnancy are area wise analyzed

and plotted above which shows that combination category drugs has more market than

plain category. Also Bibvewadi, Hadapsar and Peth’s areas shows highest selling areas in

both category of drugs and which means opportunities to make market in that area was

high in case of new product launch. About 90 chemists surveyed to collect this

information and data analyzed to find most product selling area in Pune.

42

OBSERVATIONS AND

FINDINGS

43

4.3 OBSERVATIONS AND FINDINGS

• For the treatment of ulcer, the Doctors prefer of 65% combination category of

drugs where plain category contribute 35% of total share.

• Rablet is most selling product in Plain category showing 25% of share. Pantop,

Omez are the direct competitors. Pantagon and Rabecip are some other

competitors.

• Pantoprazole + Domperidone are the most prescribed molecule in combination

category contributes 40% of total share.

• For both the products, there is no such particular area where the doctors are

aggregated. They are spread over the different areas.

• For the treatment of vomiting and nausea in pregnancy, the Doctors Prefer 57%

of combination category drugs and 43%of Plain category drugs.

• In combination category of anti emetics product, Doxinate plus shows highest

share of 42% and Doxilla B6 plus is 2nd choice drug

• In plain category Doxinate is most selling product shows 43% share as compare

with Doxilla B6 and Ms Dos.

44

• In Pune, Bibvewadi and Hadapsar areas contributes most products selling areas

for anti-emetics drugs as compare to other areas.

• In all Peth’s and yerwada region areas, anti-ulerant drugs have most selling

market than anti-emetics due to most availability of GP’s.

45

CONCLUSION

46

4.4 CONCLUSION: From the survey of 90 Chemists following conclusion were drawn

• Overall there are 6-7 molecules that are used for treatment of ULCER.

• In the category of combination of molecules pantoprazole + Domperidone is the

dominant molecule, which can be considered as one of the major direct

competitor so far available in the market.

• Peth areas, Bibvewadi & Hadapsar are growing markets for the new product to be

launched.

• In anti-emetics drugs, the combination category drugs prescribed by

Gyneacologist contribute more, than Physician’s.

• Hence it is concluded that in Pune region combination category drugs are more

preferred for treatment of vomiting and nausea in pregnancy.

• In anti-ulcerant drugs, the plain category drugs prescribed by Gyneacologist

contribute less as compared to Physician.

47

• Hence it is concluded that in Pune region combination category drugs are more

preferred for treatment of ulcerant diseases.

• Quantification and sale of anti-emetics drugs that are used in pregnancy

contributes highest in combination category.

• Quantification and sale of anti-ulcerant drugs contributes more in combination

category as per quantity sold in per week.

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CHAPTER V

SUGGESTIONS AND RECOMMENDATIONS

49

SUGGESTIONS AND RECOMMENDATIONS

Resilient should focus on the aspects listed below to ensure a better business:-

I. Anti-ulcerant Drugs:-

• Sale of RABEPRAZOLE molecule is high as in plain category, so promoting our

product in this category will be beneficial.

• In case of combination Category Company should launch Pantoprazole +

Domperidone combined molecules, which is more profitable sector.

• The target customer should be G.P. for the drugs used in treatment of ulcer as more

GP’s prescriptions contribute those categories of Drugs.

• The company should launch a promotional scheme for retailers’ e.g. 10+ 1-i.e.1 strip

free on purchase of 10 strips.

• The company can maintain a database of the potential Prescribers and can organize a

conference, seminar of the Doctors of a particular region to make them aware about

new product and send them bouquet of flowers or a greeting card through the area

Med. Rep. on occasions of Anniversaries and Birthdays.

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II. Anti-emetics Drugs: -

• Sale of Doxinate and Doxinate Plus is more in treatment of vomiting and nausea in

pregnancy and hence these are more potential competitors to explore market

opportunities for new product launch.

• Gyneacologist as well as General Practitioner’s segment need to be tapped to make

them aware about new product & its molecular mode of action on the disorder that

are observed during pregnancy.

• Company should improve supply chain of value delivery of new product that may

display the good distribution of channels, and it strongly needs to business policy.

51

CHAPTER VI

LIMITATIONS OF SURVEY

52

LIMITATIONS OF THE SURVEY

� The survey was limited for Pune region only.

� Random sampling of chemists was done under the market survey.

� Due to the restricted time frame the sample size was small. Bigger sample size

would have made few aspects more clear.

� Sales accounts for Doctor’s prescription as well as over the counter sale.

� While interviewing, the response to each question was not possible for few

chemists, so it is not possible to get perfect perception of interviewee.

� Afternoon time is only the time when retailers entertain, for rest of the time is

considered as rush hours; so researcher can target maximum of 7-8 retailers per

day.

53

CHAPTER VII

ANNEXURE AND

APPENDICES

54

QUESTIONNAIRE Summer Project: 2007 Surveyor: Dnyanesh P. Joshi NAME AREA CONTACT NO

1) What are the molecules that are prescribed in treatment of ulcer?

Molecules (plain) Avg. sale= no. strips X cost per strip (Per week/month)

a. Rabeprazole b. Omeprazole c. Pantoprazole d. Lansoprazole e

2) Which are the brands available for these molecules?

Molecules (Plain) Brand name Avg. Sale= no. strips X cost per strip (per week/month)

Rabeprazole

Omeprazole

Pantoprazole

Lansoprazole

55

3) I would like to know the names of the Doctors who prescribes these brands- Brand name Name of the Doctor. Quantity prescribed.

(Per week/month)

4) What are the molecules that are prescribed in treatment of ulcer? (In combination)

Molecules (Combi.) Avg. sale= no. strips X cost per strip (Per week/month)

a. Rabeprazole + Domperidone

b. Omeprazole + Domperidone

c. Pantoprazole + Domperidone

d. Lansoprazole + Domperidone

e.

5) Which are the brands available for these molecules? (In combination)

Molecules (Plain) Brand name Avg. Sale= no. strips X cost per strip (per week/month)

Rabeprazole + Domperidone

Omeprazole + Domperidone

Pantoprazole + Domperidone

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6) I would like to know the names of the Doctors who prescribes these brands-

(In combination) Brand name Name of the Doctor. Quantity prescribed.

(Per week/month)

7) What are the molecules that are prescribed in treatment of nausea and vomiting in pregnancy? (Plain)

Molecules (plain) Avg. sale= no. strips X cost per strip (Per week/month)

a. Doxylamine b. c.

8) Which are the brands available for these molecules?

Molecules (Plain) Brand name Avg. Sale= no. strips X cost per strip (per week/month)

Doxylamine Succinate

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9) I would like to know the names of the Doctors who prescribes these brands-

Brand name Name of the Doctor Quantity prescribed. (Per week/month)

10) What are the molecules that are prescribed in treatment of nausea and vomiting in pregnancy? (In combination)

Molecules (Combi.) Avg. sale= no. strips X cost per strip (Per week/month)

a. Doxylamine (10mg) + Pyridoxine (Vit. B6) (10 mg)

b. Doxylamine (10mg) + Pyridoxine (10mg)+ Folic Acid (2.5 mg)

c. Doxylamine (20mg) +Pyridoxine (20 mg)

d.

11) Which are the brands available for these molecules? (In combination)

Molecules (combination)

Brand name Avg. Sale= no. strips X cost per strip (per week/month)

Doxylamine (10mg) + Pyridoxine (Vit. B6) (10 mg

Doxylamine (10mg) + Pyridoxine (10mg)+ Folic Acid (2.5 mg)

Doxylamine (20mg) +Pyridoxine (20 mg )

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12) I would like to know the names of the Doctors who prescribes these brands-

(In combination) Brand name Name of the Doctor Quantity prescribed.

(Per week/month)

59

Following is the list of potential customers, which is outcome of my study. Also “finding out

potential customer” was my one of the objective.

List Of Doctor Gynae. List Of Doctor GP Area Bibvewadi Dr.N.P.Rao-M.D D.G.O Dr.Sacheen Yadav-MD Dr.S.S.Janorkar-DGO Dr.Pradip Joshi Dr.Manasi Joshi MD DGO Dr.Dilip Kale- MBBS Dr.Alkananda Vaidya-MD DGO Dr.Chordiya Dr.Arundhati Kande MBBS DGO Dr.Purohit Dr.Mrs.S.R.Gundecha Dr.Sacheen Yadav-MD Dr.Shama Despande MD DGO Dr.Kiran Gandhi Dr.Ranjana Joshi-MD DGO Dr.Nilesh Gujar-Pade. Dr.Harshal ParasniasMD DGO Dr.Waghmare-GP Dr.Shubhada Jathar -M.D.D.G.O Dr.Kasabekar-MD Dr.Madhuri Kashyap MD DGO Dr.Tejal Gupte Dr.Rajendra Jathar-M.S Dr.Kadam-GP Dr.Bhagali-MD Dr.N.D.Nisal-GP Area Market Yard Dr.Charuchandra Joshi MD DGO Dr.Kasabekar-MD Dr.S.S.Janorkar-DGO Dr.Shah MBBS Dr.Shailaja Kale MD DGO Dr.Sangore Dr.Kalpana Chhajed MD DGO Dr.Chetan Pradhan-GP Dr.Prakash Patil-MBBS Area Hadapsar Dr.Swati Dole MD DGO Dr.Devdar MD Dr.Shyamala Mali MD DGO Dr.Shinde MBBS Dr.Patil-Dule S D MD DGO Dr.Saskure MBBS

Dr.Jayashree Gangwani MD DGO Dr.M.Garg MBBS

Dr.Shital Shreegiri MD DGO Dr.Lingayat MBBS Dr.Kelkar MBBS DGO Dr.C.N.Chavan MD Dr.Anita Alatkar MD DGO Dr.Anand Rarikar Dr.Jyoti Jalte MD DGO Dr.Dilip Mane MD Dr.S S Dusane DGO Dr.Anil Alatkar MS Dr.Manoj Jalte MD Dr.Ajit Nalawade MBBS Dr.Gayakwad MBBS Dr.Dharmadhikari MD

60

Dr.Jadkar MBBS Dr. S S Patil MBBS Dr.K Krushna MBBS Dr.Salunkhe MBBS Dr.Sanjeev Dole MD Area Pune Camp Dr.Santosh Shidid MD DGO Dr.Rajeev Joshi MD Dr.Mulchandani MD Dr.Raju Bhalerao MBBS Yerwada Dr.Gangla MD DGO Dr.Ghodake MBBS Dr.Vaishali Chaudhari MD DGO Dr.Shekh MBBS Dr.Mrs.Shah MD DGO Dr.Valungkar MD Dr.Sonawane D G. MD DGO Dr.Kiwalkar MD Dr.S K Agrawal MD DGO Dr.Pramod Satpute MBBS Dr.Shubha Sewani MD DGO Dr.Mukadam MBBS Dr.Dole-Patil MD DGO Dr.Shusma Yeole MD DGO Area Korgaon Park Dr.Mrs.Phulpagare MD DGO Dr.Desai Gaurav MD INLAX HOSPITAL Dr.Advani MD Dr.Kamran GP Dr.Anwar GP

Dr.Jakare INLAX HOSPITAL

Area Kalyani Nagar Dr.Shubha Sewani MD DGO Dr.Raj Sewani MD Dr.Mrs.Shah MD DGO Dr.Paradkar MD DGO Area F C Road Dr.Rahul Damale MD DGO Dr. Runawal MD Dr.Vikram Kulkarni MD DGO Dr.Milind Desai MDS Dr.Vishkha Kulkarni MD DGO Area Peth's Dr.Snehal Aware DGO Dr.Ambike GP Dr.Anuradha Mulay MD DGO Dr. Kamat MBBS DR.Renu Relwani MDDGO Dr.Arun Joshi MBBS Dr.Priya Badve MD DGO Dr.Kapuswala BAMS

61

Dr.S S Kagli MD DGO Dr.P T Gaykwad MD Dr.Vinesh Nagare MD DGO Dr. Sandip Kirad MBBS Dr.Pallavi Kaluskar MD DGO Dr.Arvind Kulkarni MD

Dr. Sunita Tandulwadkar MD DGO Kamala Nehru Hospital

Dr.Shabana Menon MBBS DGO Dr.Manish Kulkarni MD Dr. Madhuri Kulkarni MD DGO Dr.shubodh Bhade MBBS Dr.Sanjay Shah MBBS DGO Dr.Rajan Patel BHMS Dr.Vishwas Baroe MBBS Dr.Meenal Sowani MBBS Dr.Sunil Rajore MBBS Dr.Saresh Parasnis MD

GLOSSARY Med.Rep - Medical Representative GP - General Practitioner q.s. - Quantity sufficient I.P - Indian Pharmacopoeia U.S.P - United State Pharmacopoeia mg - milligram Bibliography:

1) Research Methodology

Methods and Techniques

II Edition

C.R.Kothari

2) Customer Relationship Management: A Key to Corporate Success

V.Venkata Ramanna

G.Somayajulu

3) Marketing Management

11 Edition

Philip Kotler

Internet source www.resilientindia.com

www.pharmabiz.com

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