product marketing and promotion

1

SIP PROJECT

ON

PRODUCT MARKETING AND PROMOTION

OF

MOHRISH PHARMACEUTICALS

Submitted in partial fulfillment of requirement of Bachelor of Business

Administration (B.B.A) General

BBA V SEMESTER (MORNING)

BATCH 2011-2014

Submitted to: Submitted by:

Ms.PALAK GUPTA JASLEEN SABHARWAL

Designation Enrollment No.

ASSISTANT PROFESSOR 05814101711

JAGANNATH INTERNATIONAL MANAGEMENT SCHOOL

KALKAJI, NEW DELHI

2

STUDENT’S UNDERTAKING

I hereby declare that the project report entitled “PRODUCT MARKETING AND

PROMOTION OF MOHRISH PHARMACEUTICALS” which is being submitted in

partial fulfillment of the requirement of the course and carried out by me under the

guidance and supervision of our mentor PALAK GUPTA.

I further declared that I or any other person has not previously submitted this project

report to any other institution/university for any other degree/ diploma or any other

person.

COMPILED BY:

JASLEEN SABHARWAL

3

CERTIFICATE FROM INTERNAL MENTOR

This is to certify that the project report entitled “PRODUCT MARKETING AND

PROMOTION OF MOHRISH PHARMACEUTICALS” which is being submitted in

partial fulfillment of the requirement of the course and carried out by me under the

guidance and supervision of our mentor PALAK GUPTA.

I further declared that I or any other person has not previously submitted this project

report to any other institution/university for any other degree/ diploma or any other

person.

Ms.Palak Gupta Assistant Professor (Internal Mentor)

4

CONTENTS

Description Page No.

Acknowledgement 5

Certificate from Internship 6

Executive Summary 7

Introduction to topic 11

Company Profile 14

Literature review 53

Objectives 57

Research Methodology 58

Analysis & Interpretations 61

Limitations 77

Inferences & Recommendations 78

Conclusion 82

Annexure 84

Bibliography 89

5

ACKNOWLEDGEMENT

A lot of effort has gone into this training report. My regard is due to many people with

whom I have been closely associated.

I would like all those who have contributed in completing this project. First of all, I

would like to send my sincere thanks to Ma’am PALAK GUPTA for her helpful hand in

the completion of my project and I express my gratitude to my external mentor

Mr.MOHIT MADAN and other staff members in the company.

I would like to thank my entire beloved family & friends for providing me monetary as

well as non – monetary support, as and when required, without which this project would

not have completed on time. Their trust and patience is now coming out in form of this

thesis.

- JASLEEN SABHARWAL

(05814101711)

7

EXECUTIVE SUMMARY

Medicines and drugs can only be prescribed by a doctor only when it is deemed

necessary for the patient’s recovery from illness; that is, it is ethically wrong for a doctor

to needlessly prescribe medicines. Under these medical and ethical constraints, how does

the pharmaceutical company promote its products? This is the purpose and objective of

the study.

“Promotion” means any activity undertaken, organized or sponsored by a

member company which is directed at healthcare professionals to promote the

prescription, recommendation, supply, administration or consumption of its

pharmaceutical product(s) through all media, including the internet. A marketing program

in order to be successful must have a right mixture of marketing mix, not to mention

market research, a quality product, extensive distribution network acceptability, strong

dose of promotion coupled with a right price. A unique feature of the pharmaceutical

market is that it is one of the most fragmented markets in the country. The maximum

market is held by small companies, the largest pharmaceuticals company holding only 6

percent of the market share. This leads to unique marketing mixes.

In India front and marketing (doctor convincing and sales) is where the action is.

The point of differentiation has been the relationship with doctors (through medical

representatives) But doctor aren't always enthused. Says Savita Mikhi, who runs a private

clinic in Delhi, "many companies believe wrongly that a nattily clad medical

representative or literature printed on glossy paper makes for impressive communication.

Advertising

The various dimensions of pharmaceutical marketing are Demographic (age, sex, family,

etc), Generic (as per generic equivalent present in them), Therapeutic group, Competitive

(depending upon number of competitors present), and fifth dimension is the time. In

pharmaceutical markets, major segments considered are:

a) Consumer or Prescription markets: These consist of individuals who go to practicing

doctors.

b) Institutional markets: These contain large hospitals, Public and Private sectors along

with government’s hospital including medical colleges.

c) Industrial markets: These consist of bulk drugs and their formulations.

d) Over the counter (OTC) markets: Drugs, which are non-prescription medicines and

can be sold directly to end-users.

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Based on product category, the pharma industry can be divided into:

a. Bulk Drugs: (The active ingredient for making formulations.)

b. Formulations: (The final form, in which the drugs are sold i.e. Syrups,

c.Injections, Tablets and Capsules

In general, business in pharmaceutical market is conducted in two major ways, that is,

either by institutional selling or through trade business.

Promotion is one of the market mix elements, and a term used frequently in marketing.

The specification of five promotional mix or promotional plan. These elements are

personal selling, advertising, sales promotion, direct marketing, and publicity. A

promotional mix specifies how much attention to pay to each of the five subcategories,

and how much money to budget for each. A promotional plan can have a wide range of

objectives, including: sales increases, new product acceptance, creation of brand equity,

positioning, competitive retaliations, or creation of a corporate image. Fundamentally,

however there are three basic objectives of promotion. These are:

1. To present information to consumers as well as others. 2. To increase demand.

3. To differentiate a product.

There are different ways to promote a product in different areas of media. Promoters use

internet advertisement, special events, endorsements, and newspapers to advertise their

product. Many times with the purchase of a product there is an incentive like discounts,

free items, or a contest. This is to increase the sales of a given product.

The term "promotion" is usually an "in" expression used internally by the marketing

company, but not normally to the public or the market - phrases like "special offer" are

more common. An example of a fully integrated, long-term, large-scale promotion are

My Coke Rewards and Pepsi Stuff. The UK version of My Coke Rewards is Coke Zone.

http://en.wikipedia.org/wiki/Market_mix

http://en.wikipedia.org/wiki/Marketing

http://en.wikipedia.org/wiki/Promotional_mix

http://en.wikipedia.org/wiki/Direct_marketing

http://en.wikipedia.org/wiki/Brand_equity

http://en.wikipedia.org/wiki/Positioning_(marketing)

http://en.wikipedia.org/wiki/Corporate_image

http://en.wikipedia.org/wiki/Special_offer

http://en.wikipedia.org/wiki/My_Coke_Rewards

http://en.wikipedia.org/wiki/Pepsi_Stuff

http://en.wikipedia.org/wiki/My_Coke_Rewards

http://en.wikipedia.org/w/index.php?title=Coke_Zone&action=edit&redlink=1

9

Product marketing in a business addresses four important strategic questions:

What products will be offered (i.e., the breadth and depth of the product line)? Who will be the target customers (i.e., the boundaries of the market segments to

be served)?

How will the products reach those (i.e., the distribution channel and are there viable possibilities that create a solid business model)?

At what price should the products be offered?

To inform these decisions, Product Marketing Managers (PMMs) act as the Voice of the

Customer to the rest of the product team and company. This includes gaining a deep

understanding of -- and driving -- customer engagement with the product, throughout

their lifecycle (pre-adoption, post adoption/purchase, and after churning). PMMs collect

this customer information through customer surveys and interviews, and when available,

product usage data. This frequently informs the future product roadmap, as well as

driving customer product education to ensure improved engagement.

PMMs answer these questions and execute on the strategy using the following tools and

methods:

Customer insights: interviews, surveys, focus groups, customer observation

Data analysis: product marketing managers are highly quantitative, particularly in internet companies where results of marketing attribution to revenue is easily measured

Product validation: particularly for internet companies, teams often use marketing as a channel to test and validate product ideas (the minimum viable product or rapid prototyping), before engineering resources are committed to develop the

product Testing: optimal prices and marketing touch points are developed through

exhaustive A/B testing of language (copy), prices, product line-ups, visuals, and more

ORGANIZATION PROFILE

Company was established in the year 2000, at New Delhi (India),“Mohrish

Pharmaceuticals,” is a leading name in the pharmaceutical industry, engaged in Third

Party Manufacturing, Trader & Marketers of wide range of Dermatological

Products & Cosmeceutical Products etc. It’s a sole proprietorship company.

Our exclusive range included Rejuglow Face wash, Rejuglow Gel & Rejuglow C20,

Vighan Cp, Evall-25 Tablets, Dersil Body Lotion, Vighan Forte, Jojoba Oil Dersil

Cream, Solset Micronised Sunscreen Lotion & Ketar Scalp, etc.

http://en.wikipedia.org/wiki/Product_line

10

Offered products are processed in the most hygiene environment under the supervision of

our pharmaceutical experts. Co. makes certain medicines that have no side effects and

provides fast relief. Our offered range of products is widely demanded by our clients due

to their accurate composition, effectiveness, safe to use, skin friendliness and longer shelf

life.

OBJECTIVES

Co. has experienced professionals who possess vast experience & knowledge in

their respective domains. Also, the manufacturing unit is installed with modern

machines, tools and equipment that facilitate us in processing the products as per

the clients need.

Moreover, the co. is backed by a skilled team of hard-working professionals who

are highly devoted towards the growth of the company.

Apart from this, they also work in close coordination with one another in order to

provide the finest quality of products to our esteemed clients.

To keep the professionals updated with the latest market trends and advancement

in technology, the co. conducts various training sessions and workshops at regular

interval.

Utmost preference is given to the consistency in the quality of the offered

products. The team of quality controllers strictly inspects these products on

various parameters to ensure their utmost quality and purity.

Apart from this, co. is bestowed with a large and spacious well-developed

warehousing unit where our bulk consignments are kept in safe and sound

manner. This unit is outfitted with all the requisite machines and equipment that

are needed to keep the products under the safe environment. Also, for the safe

delivery of our consignments, we use optimum quality water-proof packaging

material.

The organization has obtained strong base of satisfied customers all across the

globe due to our flawless range of products and ethical business practices. For the

smooth operation of business activities, the co. maintains a high level of

transparency in all our business dealings.

The ethical business practices, transparent dealing and reasonable pricing have

made the co. the most preferable name in the industry. Owing to our timely

delivery and good transport facility, the co. is able to provide these products to the

clients in the committed time frame. Additionally, the co. has provided flexibility

to our esteemed clients by offering them easy payment modes.

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INTRODUCTION TO THE TOPIC

PRODUCT MARKETING AND PROMOTION

Product marketing deals with the several of the "7P"'s of marketing, which are Product,

Pricing, Place, Promotion, Physical Environment, Process & People.

Product marketing, as opposed to product management, deals with more outbound

marketing or customer facing tasks (in the older sense of the phrase). For example,

product management deals with the nuts and bolts of product development within a firm,

whereas product marketing deals with marketing the product to prospects, customers, and

others. Product marketing, as a job function within a firm, also differs from other

marketing jobs such as marketing communications ("marcom"), online marketing,

advertising, marketing strategy, public relations, although product marketers may use

channels such as online for outbound marketing for their product.

A Product market is something that is referred to when pitching a new product to the

general public. The people you are trying to make your product appeal to be your

consumer market. For example: If you were pitching a new video game console game to

the public, your consumer market would probably be the adult male Video Game market

(depending on the type of game). Thus you would carry out market research to find out

how best to release the game. Likewise, a massage chair would probably not appeal to

younger children, so you would market your product to an older generation.

Product market definition focuses on a narrow statement. It focuses on the product type,

customer needs (functional needs), customer type, and geographic area.

Product Marketing also focuses on understanding the market and market needs, but with an emphasis on understanding the buyer of the company’s products and services. Product

Marketing is responsible for developing positioning, messaging, competitive differentiation, and enabling the Sales and Marketing teams to ensure they are aligned and work efficiently to generate and close opportunities. Product Marketing is strategic

marketing at the product or product line level. Product Marketing, as an overall function, is in fact a part of the overall function of Product Management.

http://en.wikipedia.org/wiki/Marketing

http://en.wikipedia.org/wiki/Product_(business)

http://en.wikipedia.org/wiki/Pricing

http://en.wikipedia.org/wiki/Distribution_(business)

http://en.wikipedia.org/wiki/Promotion_(marketing)

http://en.wikipedia.org/wiki/Product_management

http://en.wikipedia.org/wiki/Outbound_Marketing

http://en.wikipedia.org/wiki/Outbound_Marketing

http://en.wikipedia.org/wiki/Product_development

http://en.wikipedia.org/wiki/Product_(business)

http://en.wikipedia.org/wiki/Prospect_(marketing)

http://en.wikipedia.org/wiki/Customer

http://en.wikipedia.org/wiki/Marketing_communications

http://en.wikipedia.org/wiki/Online_marketing

http://en.wikipedia.org/wiki/Advertising

http://en.wikipedia.org/wiki/Marketing_strategy

http://en.wikipedia.org/wiki/Public_relations

http://en.wikipedia.org/wiki/Product_market

http://en.wikipedia.org/wiki/Video_game_console

http://en.wikipedia.org/wiki/Market_research

http://en.wikipedia.org/wiki/Generation

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Marketing - Promotion

It is no longer enough for a business to have great products. Lots of businesses have

those too. Customers need to know about a great product and be persuaded to buy. That

is the role of promotion.

Promotion is all about communication. Why because promotion is the way in a

business makes its products known to the customers, both current and potential.

The main aim of promotion is to ensure that customers are aware of the existence and

positioning of products. Promotion is also used to persuade customers that the product is

better than competing products and to remind customers about why they may want to

buy.

It is a common mistake to believe that promotion by business is all about advertising. It

isn’t. There are a variety of approaches that a business can take to get their message

across to customers, although advertising is certainly an important one.

It is important to understand that a business will use more than one method of promotion.

The variety of promotional methods used is referred to as the promotional mix.

Which promotional methods are used depends on several factors:

Stage in the life cycle E.g. advertising is important at the launch stage

Nature of the product How much information is required by customers before they

buy

Competition What are rivals doing?

http://labs.openviewpartners.com/files/2012/10/Product-Marketing.png

13

Marketing budget How much can the firm afford?

Marketing strategy Other elements of the mix (price, product, place etc)

Target market Appropriate ways to reach the target market

The main methods of promotion are:

Advertising

Public relations & sponsorship

Personal selling

Direct marketing

Sales promotion

Main aims of promotion

Promotional activities have a variety of aims:

To inform current and potential customers about the existence of products

To explain the potential benefits of using the product

To persuade customers to buy the product

To help differentiate a product from the competition

To develop and sustain a brand

To reassure customers that they have made the right choice

Promotional methods – “above and below the line”

The way in which promotion is targeted is traditionally split into two types:

Above the line promotion – paid for communication in the independent media e.g. advertising on TV or in the newspapers. Though it can be targeted, it could be seen by anyone outside the target audience. Advertising is the main methods

of above-the-line promotion.

Below the line promotion – promotional activities where the business has direct

control e.g. direct mailing and money off coupons. It is aimed directly at the target audience.

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COMPANY PROFILE

“Commitment towards Skin Care”

Innovative Range of Quality Products

Mohrish Pharmaceuticals- A Commitment towards skin care

We are leading Third Party Manufacture, Trader & Marketers of wide range of Dermatological Products & Cosmeceutical products etc. Our exclusive range included

Rejuglow Face wash, Rejuglow Gel & Rejuglow C20 etc.

http://mohrishpharmaceuticals.com/

15

Established in the year 2000, at New Delhi (India), “Mohrish Pharmaceuticals,” is a

leading name in the pharmaceutical industry, engaged in Third Party Manufacturing,

Trader and Marketers of wide range of Dermatological Products & Dermatological

Products & Cosmeceutical Products etc. Our exclusive range included Rejuglow Face

wash, Rejuglow Gel & Rejuglow C20, Vighan Cp, Evall-25 Tablets, Dersil Body

Lotion, Vighan Forte, Jojoba Oil Dersil Cream, Solset Micronized Sunscreen Lotion

& Ketar Scalp, etc. Offered products are processed in the most hygiene environment

under the supervision of our pharmaceutical experts. We make certain that these

medicines have no side effects and provides fast relief. Our offered range of products is

widely demanded by our clients due to their accurate composition, effectiveness, safe to

use, skin friendliness and longer shelf life. The co. has a strong presence in Delhi NCR, Haryana, Uttar Pradesh, Punjab,

Uttarakhand and other north Indian states.The company is majorly engaged in marketing pharmaceuticals products primarily in the field of dermatology and skin care. Presently the company gets the products manufactured from four well known W.H.O

G.M.P certified pharmaceutical manufacturing units.

Fostered with the high tech infrastructural facility that sprawls over a large area of land

assists us in processing our offered products as per the set industry norms. We have

different departments such as production, quality control, sales & marketing, etc. These

are handled by our experienced professionals who possess vast experience & knowledge

in their respective domains. Also, our manufacturing unit is installed with modern

machines, tools and equipment that facilitate us in processing the products as per the

clients need. Moreover, we are backed by a skilled team of hard-working professionals

who are highly devoted towards the growth of the company. Apart from this, they also

work in close coordination with one another in order to provide the finest quality of

products to our esteemed clients. To keep our professionals updated with the latest

market trends and advancement in technology, we conduct various training sessions and

workshops at regular interval.

Since the inception of our organization, we have given utmost preference to the

consistency in the quality of our offered products. Our team of quality controllers strictly

inspects these products on various parameters to ensure their utmost quality and purity.

Apart from this, we are bestowed with a large and spacious well-developed warehousing

unit where our bulk consignments are kept in safe and sound manner. This unit is

outfitted with all the requisite machines and equipment that are needed to keep the

products under the safe environment. Also, for the safe delivery of our consignments, we

use optimum quality water-proof packaging material. Our well-reputed organization has

obtained strong base of satisfied customers all across the globe due to our flawless range

of products and ethical business practices. For the smooth operation of business activities,

we maintain a high level of transparency in all our business dealings. Our ethical business

16

practices, transparent dealing and reasonable pricing have made us the most preferable

name in the industry. Owing to our timely delivery and good transport facility, we are

able to provide these products to our clients in the committed time frame. Additionally,

we have provided flexibility to our esteemed clients by offering them easy payment

modes.

Company Profile

Basic Information

Business Type Manufacturer Supplier

Trader

Ownership & Capital

Year of Establishment 2000

Ownership Type Sole Proprietorship (Individual)

Team & Staff

Total Number of Employees 11 to 25 People

Company USP

Primary Competitive Advantage Experienced R & D

Department

Good Financial

Position & TQM

Large Product Line

Quality Measures/Testing

Facilities

Yes

Statutory Profile

TIN No. / VAT No. 07160234542

17

Packaging/Payment and Shipment Details

Customized Packaging Yes

Payment Mode Cash Cheque

DD Online

Pay Order Wire Transfer

Bank Transfer RTGS

Shipment Mode By Air By Road

Quality

Being a quality-centric organization, we assure our clients that the products offered by us

are of optimum quality and have a longer shelf life. In order to process these products, we

use excellent quality basic material sourced from the most trusted vendors of the industry.

Also, we have an advanced processing unit, where we process these using sophisticated

technologies as per the variegated requirements of our clients. Also, the procured basic

materials and finished products are stringently tested by our quality controllers on various

parameters in order to ensure their flawlessness.

Our Team

We are fostered with a team of highly experienced professionals, who enable us to meet

several requirements of clients in the most efficient and economical manner. Our

professionals are highly experienced and possess rich expertise in their specific domain.

They work in close coordination with clients, which assists us in fulfilling evergreen

requirements of the pharmaceutical industry with absolute quality in the pre-defined

timing schedule. Our professionals also take part in several training sessions and

seminars on a regular basis, so as to enhance their knowledge and skills.

Why Us?

Since our inception, we are a renowned name in the industry due to our ethical business

policies and transparent dealings. Our offered products are processed using the best

quality ingredients and advanced machinery. Some of other factors, owing to which, we

are regarded as the foremost entity in this domain are:

Wide product range

Premium quality

Competitive prices

Timely delivery of products

Wide distribution network

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Our Infrastructure

We are backed by the most appropriate and advanced infrastructure, armed with all latest

machinery and cutting edge tools, which assists us in building a reputable image in the

market. Our team of experts ensures that the offered products are processed from

optimum quality ingredients to meet international quality standards. Furthermore, our

unit is further divided into various specialized departments such as processing, quality

testing, sales & marketing that help us in timely delivery of products.

Vendor Base

Throughout our industrial exposure, we have been dealing only with industry's most

trustworthy and reliable vendors. These vendors practice fair & transparent business

practices and use only high grade raw material to manufacture their products. Before

forging ties, we hold extensive market research to gauge a vendors' credibility in the

market, his production quality, variety in products and on-time delivery capability.

Before procuring, our auditors ensure that each product passes the international quality

standards and is in adherence to the expectancy of the clients. With a large vendor base at

our disposal, we are therefore capable of delivering our products expeditiously and

according to client demands.

MISSION

Enriching lives globally, with quality and affordable pharmaceuticals

VALUES

1. Achieving customer satisfaction is fundamental to our business 2. Provide products and services of the highest quality

3. Practice dignity and equity in relationships and provide opportunities for our people to realize their full potential

4. Ensure profitable growth and enhance wealth of the shareholders

5. Foster mutually beneficial relations with all our business partners 6. Manage our operations with high concern for safety and environment

7. Be a responsible corporate citizen

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LIST OF KEY MANAGEMENT PERSONNEL

BOARD OF DIRECTORS

R.K.MADAN C.E.O

MOHIT MADAN GENERAL MANAGER

PANKAJ MADAN MARKETING & SALES HEAD

THE CORE MANAGEMENT TEAM

In Delhi, the team is divided on the basis of regions:

IMRAN AREA MANAGER- SOUTH ZONE

NAZIM REGINAL SALES MANAGER-

SOUTH ZONE

ALAM BUSINESS EXECUTIVE

SUMIT AREA MANAGER-EAST ZONE

KHURSHEEL ALAN REGINAL SALES MANAGER-EAST

ZONE

MANOJ NORTH ZONE

UMESH NORTH ZONE

MANOJ CENTRAL ZONE

UPKAR KISHORE MEDICAL REPRESENTATIVE-

WEST ZONE

RAJESH BHATNAGAR BUSINESS EXECUTIVE-WEST

ZONE

SUMIT MAINE WEST ZONE

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DESIGNATIONS

TRAINEE

MEDICAL REPRESENTATIVE

BUSINESS EXECUTIVE

AREA MANAGER (ASM)

REGINAL SALES MANAGER (RSM)

MARKETING AND SALES HEAD

PRODUCT MANAGER

GENERAL MANAGER

MANAGING DIRECTOR

21

Q. HOW DISTRIBUTION CHAIN FLOWS IN

PHARMACEUTICALS?

In this pharma chain, every member in the chain has fix profit margins:

C&F like Sanco have profit margins from 1%-5%

Distributors like Sunny co. have profit margins of about 10%

Retailers like chemists have profit margins of about 20%

In Mohrish Pharmaceuticals, patients are final customers, chemists are retailers Narang

chemist, Aggarwal chemist, Madan chemist, Batra medicos, Raman medicos, etc. and

doctors are prescribers.

COMPANY

C & F (CARRY AND FORWARD)

DISTRIBUTORS

RETAILERS

CONSUMERS

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PHARMACEUTICAL PRODUCTS

We are counted as the foremost Third Party Manufacturing, Trader and Marketers

of a wide range of wide range of Dermatological Products & Cosmeceutical products,

Hair Care Products, Medicated Soaps, etc. Our exclusive range includes Moisturizing

Creams / Body Lotion, etc. The offered products are processed using high grade basic

material & advanced technology and are admired for their effectiveness, safe to use and

long lasting nature. We also provide the products as per the clients’ specific needs at

leading market prices.

We offer:

1. PHARMACEUTICAL MEDICINES

We are offering a wide range of Pharmaceutical medicines which includes Antifungal

Drugs, Dermatological Drugs, Anti Allergic Drugs, etc. These products are widely

acclaimed among our noted and valuable clients. These medicines are formulated using

high quality natural ingredients, which are sourced from trusted vendors of the industry.

Our products have no side effects and are known for their precise composition, stability

and effectiveness. These products are quality assured and are tested for their eminence in

our quality testing lab under the guidance of our quality controllers.

http://www.indiamart.com/mohrishpharmaceuticals/pharmaceutical-medicine.html

23

Alorti Tablet

Vighan Q 10 Tablet

Tacvido Forte Ointment

Evall-10 Tablets

Astar Ointment

Azirom-250 Tablet

http://www.indiamart.com/mohrishpharmaceuticals/pharmaceutical-medicine.html#alorti-tablet

http://www.indiamart.com/mohrishpharmaceuticals/pharmaceutical-medicine.html#vighan-q-10-tablet

http://www.indiamart.com/mohrishpharmaceuticals/pharmaceutical-medicine.html#tacvido-forte-ointment

http://www.indiamart.com/mohrishpharmaceuticals/pharmaceutical-medicine.html#evall-10-tablets

http://www.indiamart.com/mohrishpharmaceuticals/pharmaceutical-medicine.html#astar-ointment

http://www.indiamart.com/mohrishpharmaceuticals/pharmaceutical-medicine.html#azirom-250-tablet

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2. HAIR CARE PRODUCT

We are leading organization engaged in Third Party Manufacturer, Trader and

Marketer of Hair Care Products & Ketoconazole shampoo. In addition to this, we also

offer Pharmaceutical Medicines and Personal Care & Health Care Products. All are

products are processed using premium quality of basic material procured from reliable

vendors of the industry and thoroughly check on various quality parameters before

Salobet Ointment

Etaze A F Topical Solution

Tacvido Ointment

Ketar Scalp Solution

http://www.indiamart.com/mohrishpharmaceuticals/pharmaceutical-medicine.html#salobet-ointment

http://www.indiamart.com/mohrishpharmaceuticals/pharmaceutical-medicine.html#etaze-a-f-topical-solution

http://www.indiamart.com/mohrishpharmaceuticals/pharmaceutical-medicine.html#tacvido-ointment

http://www.indiamart.com/mohrishpharmaceuticals/pharmaceutical-medicine.html#tacvido-ointment

http://www.indiamart.com/mohrishpharmaceuticals/pharmaceutical-medicine.html#ketar-scalp-solution

25

supplying. These products are safe to use and are chemical free hence widely demanded

by clients.

A. Silkin Scalp Solution

We are specialized in offering the superior quality of the Silkin Scalp Solution. This

product is processed using pure and accurate natural ingredient that makes it useful for

cleaning the Scalp. The offered product is available in various sizes and packing options

as per the need and demand of the client. This product is clinically tested on various

parameters and are available at very competitive prices.

Features:

Skin friendly

No side effect

B. Vighan Forte

Owing to our in-depth knowledge and market understanding, we have been able to offer

our clients superior quality of Vighan Forte. The offered products are processed as per

the set industry standards by utilizing top-notch quality ingredients and sophisticated and

latest techniques. Our quality controllers stringently test these products on various quality

26

parameters to ensure its compliances at national and international level. Furthermore, we

offer these products at affordable prices.

C. Vighan Cp for Hair Fall

We are engaged in processing the elevated grade of Vighan Cp for Hair Fall. This Vighan

Cp is processed with refined quality ingredients and the latest technologies. The offered

Vighan Cp if used for cleaning body of pets specially dog in houses. For pet lovers it is

the best remedy for keeping them away from germs, dust and irritating odor. The offered

Vighan Cp can be availed by our clients from us as per their necessities.

D. Ketral Scalp Solution

Team of our skilled experts is highly engaged in producing elevated grade of Ketral

Scalp Solution. The offered ointment is processed with the mixture of refined oil and

other substances. The offered Scalp Solution is tested on various stages by our

professionals assuring its flawlessness to our clients as per the set company principles.

Clients can avail this ointment from us as per their requirements.

Features:

Milder at skin

Easy to apply

Highly effective

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3. MEDICATED LOTION

We are engaged in offering quality tested Medicated Lotion such as Cetrimide Lotion,

Calomyne Lotion, Obecalamin Lotion, Galvate Lotion and Glytop-6 Lotion which is used

to moisturize skin. Raw material procured from some of the trustworthy and licensed

vendors of the market, this product is processed at our manufacturing unit. The offered

product is available in various packaging options and can also be customized as per the

specific demand of the client. This product is thoroughly checked for accurate

composition, rapid action and prolonged effect.

A. Lactfast Calamine Lotion

We are engaged in offering premium quality Lactfast Calamine Lotion. This Lotion is

processed with the combination of high grade ingredients and the latest technologies. The

offered lotion is checked at various stages by our skilled professionals using high grade

testing equipment as per the set industrial standards. Our offered lotion is used for skin in

the body. Clients can avail this lotion from us as per their necessities at market leading

prices for quick results.

B. Dersil Body Lotion

28

We are reckoned manufacturer, trader and supplier of the enhanced quality Dersil Body

Lotion. The offered Body Lotion is fabricated with the aid of top class ingredients and

modular technologies. Our offered Body Lotion is further tested on various parameters by

our dermatologist assuring its flawlessness. This Body Lotion is the best and protective

remedy against skin. Clients can avail the offered Body Lotion from us as per their need

at pocket friendly prices.

C. Solset Micronized Sunscreen Lotion

Team of our expert dermatologist is highly engaged in manufacturing, trading and

supplying the effective range of Solset Micronized Sunscreen Lotion. Our offered

Sunscreen Lotion is processed with the basic ingredients and is tested on various stages

by our quality controllers. This Sunscreen Lotion if widely used by our clients due to its

effectiveness. Clients can avail this Sunscreen Lotion from us at affordable rates.

D. Saclo Topical Solution

With the efforts of our competent team, we have become a leader in manufacturing,

trading and supplying Saclo Topical Solution. Our offered products are highly acclaimed

among our clients for its unmatched quality parameters which are strictly checked on

various set and defined standards of the industry. The offered products are used for the

treatment of various allergies and hence prevent inflammatory responses. The offered

products are available in various packaging options.

29

4. EMOLLIENT CREAM (Medicated)

Backed by the team of our dermatologist, we are highly engaged in Third Party

Manufacturer, Trader and Marketers elevated grade of Medicated cream. Our offered

cream is processed with the aid of fine ingredients and advanced technology. The offered

creams are tested on various parameters by our professionals as per the set industrial

standards. These creams are highly effective against allergy creating germs and bacterias.

Clients can avail these creams from us in various forms such as Anti Fungal Cream,

Cizoderm Cream, Cortiple Cream, Damylin Gel, Humid Cream, etc.

A. Jojoba Oil Dersil Cream

Our clients can avail from us a huge range of Jojoba Oil Dersil Cream that is used in

body lotion Cream. This product is processed in compliance with the international quality

parameters using premium quality of basic material procured from certified vendors of

the market. This product can be customized and are available at most affordable price.

Features:

Safe to use

No side effect

Reliable

Quick action

30

B. Etaze Cream 15g

Owing to our rich industrial experience and knowledge, we are occupied in presenting an

array of Etaze Cream. Raw material procured from some of the trustworthy and licensed

vendors of the market, this product is processed by our reputed vendors of the industry.

The offered product is available in various packaging options and can also be customized

as per the specific demand of the client.

Features:

Hygienic

Skin friendly

Highly effective Size: 15g

C. Etaze-ID Cream

We are the leading manufacturer, trader and supplier of superior quality of Etaze-ID

Cream that is processed at our advance manufacturing unit under the supervision of our

adroit professionals using supreme quality ingredients and sophisticated technology in

compliance with international quality standards. Moreover, clients can avail this product

from us in various packaging options at affordable prices.

31

Features:

Non toxic

Reliable

D. Etaze A F Cream

On the demand of our prestigious clients we are offering finest quality Etaze A. F.

Cream. The offered cream is processed with the mixture of pure form of Aloe Vera and

other ingredients. This cream is tested on various stages assuring its flawlessness. Our

offered cream is milder to skin and gives best effect in less time. It keeps skin away from

all the possible germs causing disorders. Clients can avail this cream from us as per their

petition at affordable rates.

Features:

Milder

effectiveness

Quick result

32

E. Permethrin Cream Scite

We are the well known manufacturer and supplier of the effective range of Permethrin

Cream Scite. Our offered Cream Scite is processed with the combination of pure

ingredients and is rigorously tested on various stages before packing by our professionals

assuring its flawless range to our clients. This Cream Scite is applied on the skin to make

it smooth and shiny all day by providing all the possible amount of moisture to it. Clients

can avail this cream from us at market leading prices.

Features:

Highly effective

Non irritating

Smoother and milder at skin

F. Etaze H T Cream

We are highly engaged in supplying the best remedy for skin inflammation and itching

reliving Etaze H. T. Cream. Our offered cream is processed by combination of the best

ingredients and sophisticated technologies. The offered cream is tested by our skilled

dermatologist at every stage in order to ensure its flawless range to our clients. This

cream is truly safe for skin and gives all day protective zone for skin against bacterias.

33

Features:

Highly effective

Non irritating

Skin friendly

G. Scite Permethrin Cream Rinse 1%

With the assistance of our skilled professionals, we have become proficient in offering

superior quality of Scite Permethrin Cream Rinse 1% which are processed using the

finest grade ingredients and the latest technology at vendors end. Also, the offered

products are tested on various parameters in order to maintain high quality in the product.

The offered Permethrin Cream Rinse 1% is used in cleansing skin, etc. Our esteemed

clients can avail these products from us at affordable prices.

Features:

Skin friendly

No harmful effect

Effective result

34

H. Evall-25 Tablet

We are actively engaged in offering an unmatched and excellent quality of Evall-25

Tablet that is manufactured using ingredients sourced from some of our licensed

vendors of the industry. This Tablet is processed at vendors’ end using the finest grade

chemical and required sophisticated technology. Our offered Tablets can be availed by

clients in various customized packaging options.

Features:

Accurate composition

No harmful chemicals

Longer shelf life

5. DERMATOLOGICAL PRODUCT

Leading Third Party Manufacturer, Trader and Marketer from New Delhi, our

product range includes Dermatological Products such as Aclind BP 2.5% Gel, Aclind

Gel, Aclind BP Gel and Aclinu T.T Gel.

A. Aclind BP 2.5% Gel

We hold expertise in manufacturing, trading and supplying premium quality of Aclind

BP 2.5% Gel which is used to nourish skin. The offered product is precisely processed

35

by utilizing high grade ingredients and sophisticated technology in compliance with

defined industry standards. Furthermore, clients can avail this product in various

packaging options at reasonable prices.

Features:

Precise composition

Safe to use

No chemical

B. Aclind Gel

We are the noteworthy manufacturer and supplier of premium quality Aclind Gel. Our

offered Aclind Gel is processed with the mixture of fine scents and other ingredients. The

offered Aclind Gel is strictly checked at various stages using highly advance technologies

as per the set industrial norms. The offered Aclind Gel is applicable for every type of

skin. Our esteemed clients can avail the offered Aclind Gel from us as per their

necessities at affordable rates.

Features:

Moderate at skin

36

C. Aclind BP Gel

To meet the precise requirement of the client, we are providing superior quality of Aclind

BP Gel which are widely used to upper layer of the skin. Moreover, this product is

processed by our well-reputed vendors of the industry using high quality chemical

compounds and advanced machines. Our clients can avail this product at pocket friendly

price.

Features:

No side effect

Reliable

Skin friendly

D. Aclind T.T Gel

Our organization offers a superior quality of Aclind T.T Gel. The offered product is

processed in our advance manufacturing unit by utilizing finest quality ingredients and

cutting-edge technology in adherence to international quality standards. This product is

stringently tested on various quality parameters to ensure their quality as per the set

industry standards. Our clients can avail this product at rock bottom price.

37

Features:

Accurate composition

Longer shelf life

Safe to use

6. GEL & FACE WASH

We are a leading Third Party Manufacturer, Trader and Marketer of Gel & Face

Wash such as Rejuglow Face Wash and Rejuglow Gel from India.

A. Rejuglow Face Wash

We are engaged in processing the best quality Rejuglow Face Wash. Our offered cream

is processed using high quality ingredients and modular technologies. The offered cream

is thoroughly tested on various parameters by our skilled professionals assuring its

effectiveness and purity. This cream is highly effective against fungal creating

abnormality in the skin like itching, dryness, uncomfortable etc. Clients can avail the

offered fungal cream from us as per their necessities.

B. Rejuglow Gel

38

On the demand of our clients we are highly engaged in fracturing, trading and supplying

high grade Rejuglow Gel. Our offered Gel is processed with synthetic ingredients and

advanced methodologies. Apart from this the offered Gel is thoroughly tested on various

parameters by our professionals as per the set industrial standards. Clients can avail the

offered lip care from us at affordable rates.

Features:

Effectiveness

Easy to apply

Glow and radiance

7. VITAMIN C SERUM

We are recognized as the best Third Party Manufacturer, Trader and Marketer of

superior quality Vitamin C Serum. Our offered serums are processed with the

combination of Vitamin C and other ingredients. This Vitamin C Serums are tested on

various stages by our skilled dermatologist assuring its perfectness. The offered Vitamin

C Serum is very reactive against sunburn and other disorders. Our offered product range

comprises lotions such as glen safe sunscreen lotion, sofivid lotion etc.

Rejuglow C20 Serum

We are the preferred manufacturer, trader and supplier of the best range of Rejuglow

C20. Our offered Rejuglow C20 is processed by the combination of the best ingredients,

which are recommended and tested by professionals at every stage assuring its

effectiveness. The offered Rejuglow C20 is used and highly appreciated by our customers

due to its various advantageous effects.

Features:

Zero side effectiveness

Long lasting effect

Anti aging

39

SALES (FOR FINANCIAL YEAR 2012-2013)

40

CURRENT SALES

(From June15, 2013-July31, 2013)

(Delhi)

S.NO. PRODUCT PKG. SOLD (units)

PRIMARY

SOLD (units)

SECONDARY

1. ACLIND BP

Gel 2.5% w/w

15g 2108 1898

2. ACLIND BP

Gel 5% w/w

15gm 7044 5987

3. ACLIND Gel 15g 3918 3527

4. ACLIND TT 15g 2142 1928

5. ASTAR 75g jar 445 401

6. DERSIL

CREAM

80gm 2196 1867

7. DERSIL

BODY

LOTION

200ml 1528 1376

8. ETAZE

CREAM

15g 2955 2512

9. ETAZE AF 30gm 3927 3535

10. ETAZE

AF LOTION

30ml 2136 1816

11. ETAZE-HT 15g 3519 2991

12. ETAZE-ID 15gm 2932 2639

13. KETAR 60ml 1739 1478

14. KETRAL 60ml 1398 1259

15. REJUGLOW

C20 SERUM

20gm 3262 2936

16. REJUGLOW

FACEWASH

60ml 12762 10848

17. REJUGLOW

GEL

20gm 2673 2406

18. SACLO 30ml 1896 1707

19. SALOBET 20gm 3623 3261

20. SCITE 5% w/w 30g 50 45

21. SILKIN 200ml 1956 1663

41

22. SOLSET 60ml 1475 1328

23. ALORTI 10*10 14550 12367

24. AZIROM 10*3 2150 1935

25. EVALL 10mg 25*10 925 833

26. EVALL 25mg 25*10 1225 1041

27. VIGHAN

FORTE

10*10 1850 1665

28. VIGHAN CP 10*10 2980 2533

29. TACVIDO

FORTE

20g 2816 2535

30. TACVIDO 20g 889 801

31. VIGHAN Q10 10*10 3050 2745

TOTAL

SALES

Rs. 83,48,769 Rs. 73,05,172

42

On average Secondary Sales of Mohrish Pharmaceuticals in different states they cater

(From June15, 2013-July31, 2013) are as follows:

Delhi 45 lacs

Punjab 5 lacs

U.P. (Meerut, Noida, Saharanpur, Muzzafar Nagar, etc.) 11 lacs

Haryana

Rohtak

Faridabad 9.5 lacs

Gurgaon

Uttarakhand 1 lac

73 lacs (approx)

On average Primary Sales of Mohrish Pharmaceuticals in different states they cater

(From June15, 2013-July31, 2013) are as follows:

Delhi 50 lacs

Punjab 6 lacs

U.P. (Meerut, Noida, Saharanpur, Muzzafar Nagar, etc.) 13 lacs

Haryana

Rohtak

Faridabad 11 lacs

Gurgaon

Uttarakhand 3 lac

83 lacs (approx)

43

DIRECT COMPETITORS

1. RANBAXY

Ranbaxy Laboratories Limited (Ranbaxy) is a research based international

pharmaceutical company serving customers in over 150 countries. For more than 50

years, we have been providing high quality, affordable medicines trusted by healthcare

professionals and patients across geographies.

Ranbaxy is a member of the Daiichi Sankyo Group. Daiichi Sankyo is a leading global pharma innovator, headquartered in Tokyo, Japan.

We have ground operations in 43 countries and 16 manufacturing facilities spread across 8 countries. We cover all the top 25 pharmaceutical markets of the world and have a

robust presence across both developed and emerging markets.

Offering High Quality, Affordable Pharmaceuticals

We are a vertically integrated company that develops, manufactures and markets Generic, Branded Generic, Value-added and Over-the-Counter (OTC) products, Anti-retrovirals

(ARVs), Active Pharmaceutical Ingredients (APIs), and Intermediates. We have a large portfolio of over 500 molecules that cover multiple dosage forms including tablets,

capsules, injectables, inhalers, ointments, creams and liquids. Our presence extends across therapies and includes Anti-infectives, Cardiovascular, and Pain management,

http://www.ranbaxy.com/

44

Central Nervous System (CNS), Gastrointestinal, Respiratory, Dermatology, Orthopaedics, Nutritionals and Urology. Biotech and Vaccines are two new segments that

we have begun investing in. A stronger presence in these areas will add significant depth to the existing product pipeline.

Through our unique hybrid business model involving Daiichi Sankyo, we also introduce innovator products in markets around the world.

Driven by Innovation

Our continued focus on Research & Development (R&D) has resulted in several regulatory approvals in both developed and emerging markets. We have multiple R&D centres in Gurgaon, Haryana, India with facilities for generic and innovative research.

Our scientists have given India its first New Chemical Entity (NCE) that was launched on April 25, 2012. The product, SynriamTM, is a new age cure for Malaria. With a strong focus on research in generics, we are increasingly working on more complex and

specialized areas.

Delivering Value

Our business philosophy, based on delivering value to our stakeholders, constantly inspires our people to innovate, excel and set new global benchmarks. Our multicultural

workforce, comprising more than 14,600 employees of over 50 nationalities, gives us the strength to make quality healthcare accessible to people around the world. We remain

committed to aggressively pursuing our mission of ‘Enriching lives globally, with quality and affordable pharmaceuticals’.

2. CIPLA

Cipla was established in 1935 with the vision of making India self-reliant and self-

sufficient in healthcare. Today, we are one of the world’s largest generic pharmaceutical companies with a presence in over 170 countries. We are renowned for making

affordable, world-class medicines that meet the needs of patients across therapies. We also offer services like consulting, commissioning, plant engineering, technical know-how transfer and support.

http://www.cipla.com/Home.aspx

45

Incorporated 1935

Corporate Office Cipla Ltd., Mumbai Central, Mumbai 400 008, India

Chairman Dr. Yusuf K. Hamied

Managing Director Mr. M.K. Hamied

Listing Equity Shares: BSE Limited and National Stock

Exchange of India Limited

Global Depository Receipts: Luxembourg Stock

Exchange

Turnover* USD 1.4 billion

Employees* 20,000

Approvals US FDA, WHO-Geneva, MHRA-UK, TGA-Australia,

SUKL-Slovak Republic, APVMA-Australia, MCC-

South Africa, PIC-Germany, Danish Medical Agency,

ANVISA-Brazil, INVIMA- Colombia, NDA-Uganda,

Department of Health-Canada and MOH-Saudi Arabia,

among others

Highlights One of the world’s largest generic companies.

Over 2,000 products, 65 therapeutic categories,

over 40 dosage forms.

34 state-of-the-art manufacturing facilities

approved by major international regulatory

agencies.

Continuous innovation in R&D; over 20 world

firsts.

Since inception in 1935, caring has been at the core of everything we do at Cipla. For patients, caring is a promise that we will do whatever it takes to ensure they have

continued access to the highest quality medicines at affordable prices; whether a disease affects millions or just a few hundreds. To the medical fraternity, caring means the assurance of world-class medicines and

support across multiple therapeutic areas. For business partners, caring brings the confidence of always getting world-class quality

and competitive prices. For employees, caring manifests itself in a safe, equal-opportunities' workplace that fosters innovation for a healthier world

46

3. GLADERMA

In 2012, Galderma reported sales of 1.6 billion euros.

Over 4200 employees work for Galderma throughout the world.

Our products are distributed in over 70 countries.

Approximately 19% revenues are invested annually to discover

and develop new drugs and access innovative technologies.

Galderma’s research efforts have allowed the company to issue 1 700 scientific

publications, develop more than 550 inventions and file 5 500 patent

applications and patents.

4 R&D centers (France, Sweden, United States and Japan).

4 manufacturing sites (France, Sweden, Canada and Brazil).

31 affiliates in the major countries of the globe’s five continents.

Founded in 1981 as a joint venture between Nestlé and L’Oreal.

http://www.galderma.com/Home.aspx

47

Ethics & Values

Galderma’s ambition is to be recognized as the most competent and successful innovation-

based company focused exclusively on meeting the needs of dermatology patients and

physicians.

Implicit in our ambition are commitments to undertake and

promote research and innovation, to be accountable for high

quality manufacturing, distribution and promotion, and to

ensure that healthcare professionals and patients receive the

education and information about appropriate use of our

products.

The Galderma Code of Ethics represents our commitment to

comply with all applicable legal requirements in the countries

where we operate. It is also intended to serve as a framework to help us meet the high

ethical standards represented by our values.

We also have extensive policies and procedures contained in other supporting documents.

Together, the policies and procedures and this Code establish our expectations.

As a leader, Galderma actively supports scientific, medical and educational initiatives

focused on improving patient care and advancing the field of dermatology. In addition,

the Company donates products to impact the lives of dermatology patients around the

world who would not otherwise have access to innovative medicines.

Galderma, one of the world's leading dermatology companies

48

Supporting science and research

Galderma invests approximately 20% of its sales each year to discovering and

developing new products and accessing innovative technologies. However, because

many of the advancements in dermatology are discovered in the laboratories of

academic organizations and non-profit foundations around the world, Galderma

supports this research through unrestricted grants.

Supporting medicine, continuing education and patient care

Galderma funds dermatological societies and independent medical education initiatives

to improve patient care.

Empowering women

Galderma is also committed to empowering and supporting women to realize their full

potential as they continue to make significant contributions to the understanding of

dermatological conditions.

4. GLENMARK

Overview

About Glen mark

http://www.glenmarkpharma.com/Default.aspx?res=P_GLN

49

Glen mark Pharmaceuticals Ltd. is a research-driven, global, integrated pharmaceutical company. Glen mark is a leading player in the discovery of new molecules, both NCEs

(new chemical entity) and NBEs (new biological entity), with seven molecules in various stages of clinical development & pre-clinical development. The company has a significant presence in branded generics markets across emerging economies including

India. It's subsidiary, Glen mark Generics Limited has a fast growing and robust US generics business. The subsidiary also markets APIs to regulated and semi-regulated

countries. Glen mark employs over 10,400 people in over 80 countries. It has 14 manufacturing facilities in four countries and has 6 R&D centres.

Since getting listed on the stock exchange in 2000, when Glen mark registered revenue of USD 32 Mn, the company is currently ranked among the World's top 100

Pharma & Biotech companies*. Recently, Glen mark has been chosen as the 'Best Company across Emerging Markets' 2011, and recognized for the 'Best Overall

Pipeline' 2011 by SCRIP, the largest selling and most respected pharmaceutical magazine in the world. SCRIP had also recognized Glen mark as 'Best Pharma Company in the World – SME' and 'Best Company in an Emerging Market' in 2008.

Other awards and recognitions received by the company include the "Best under a

Billion Dollar companies in Asia" for 2008 by Forbes, a leading international publication, "Indian Innovator Pharmaceutical Company of the Year - 2010" by Frost

& Sullivan, and Gold Patent Award 2011 in the categories of API Formulations & Export of bulk drugs (Non Biologicals) by Pharmexcil.

Our Vision

To emerge as a leading integrated research – based global pharmaceutical company

Vision & Values

About Glen mark

50

Our Values

Achievement

We value achievement of objectives and consistently strive towards our Vision, with perseverance.

Respect

We respect all our stakeholders.

Knowledge

We value knowledge such that it empowers our people to

find innovative solutions to manage change

5. MICRO

Culture at Micro Organics

MICRO ORGANICS cultivated a work culture that

permits our employees to learn, innovate & experiment new ideas MICRO ORGANICS believes in recognizing people's capacity to learn at all levels. MICRO ORGANICS support employees in making their thinking patterns clearer, and help them to see how to

change things effectively and with the least amount of effort. We are passionate and enthusiastic about our goal and highly optimistic about our future in view of the exciting

opportunities of expansion and growth at different stages of development MICRO

http://microorganicspharma.com/

51

ORGANICS encourage their employees to broaden their understanding of work by giving them the space to achieve the company goals and objectives. MICRO ORGANICS

Believe in Team work at all levels. We promise to continue providing quality standards to the society to enable them to lead healthier, happier and more active lives.

Company Profile

Micro Organics introduce us as an ethical scientific based pharmaceutical company committed to market quality pharmaceutical formulations- in the Indian markets. With a

corporate mission of “Emerging for the better to be the best’, was established in 2006 and getting a positive response for medical fraternity primarily because of high quality products. MICRO ORGANICS has a wide range of products which include Antibiotics,

NSAID’s, Haemetinics, Vitamins & Antioxidant, Antidiarrhoeals, Antiallergics, Enzyme Preparations, and B-Complex Preparations etc. MICRO ORGANICS’S products are

especially useful in many ailments which are common among Indian population. We were the first one to launch calcium Prepration (Etocal) combination in the syrup form for the first in Indian Market. MICRO ORGANICS Have trained field personnel meet

over a lakh qualified practicing doctors and lot of retail pharmacists across India MICRO ORGANICS is now amongst the fastest growing Pharmaceutical company in India.

Our Products




52

FUTURE PLANS

Mohrish pharmaceuticals have envisaged strategies for future growth.

The plans range from capacity expansion and modernization, to new market entry and diversification. With future plans for growth, company has plans for expanding their capacity in order to meet the growing demand.

Co. focuses on setting up manufacturing plants for cosmecuticals products and to achieve more significant milestones in cosmecuticals and pharmaceuticals products.

Co. works harder to capture more global sales and deliver strong growth and increase profits. The business model that drove the major drug makers’ success

isn’t working anymore. The survivors will be those that make smart strategic bets supported by winning capabilities.

The new pharmaceutical enterprise business model requires dramatic changes in drug discovery, clinical research, and clinical and commercial manufacturing.

Client Challenges: The business and regulatory environment in the

pharmaceutical industry is changing rapidly and this pharmaceutical company recognized the need to define their new business model and strategic execution

plan. The new risk based regulatory approach to enforcement of current Good Manufacturing Practices is increasing the need for a well documented approach to compliance. New bio-medical technology and socio-political

price and delivery pressures are changing pricing structures, product portfolio mixes, and shortening commercial product life cycles.

Delivering exemplary customer supply and service is an opportunity to gain customers, but a challenge to execute.

The client recognized they needed external viewpoint from an independent

third party with deep understanding of both the Pharmaceutical industry and manufacturing systems. Mohrish collaborated with members of the client's

team to develop their Integrated Technology Plan. The deliverables included a report defining their vision of the future for pharmaceutical manufacturing

plant (5-7 years). The breadth of manufacturing operations addressed extended from the receiving dock to finished product including factory floor automation. The tasks involved on-site plant audits, interviews with key

personnel, interviews and research from other leading manufacturing and supplier companies.

The Pharmaceutical factory of the future was defined including a systems architecture that is flexible, scalable and affordable. Both leveraging industry

standards and some internal standardization were incorporated. This strategic document is driving their capital budgets for their plants. The company is keeping their operations in-line with current and future plans involving

automation, technology and best practices. There was consideration of outsourcing large portions of manufacturing, but the strategy gave the senior

executive team the confidence and influence to keep manufacturing domestically.

53

LITERATURE REVIEW

The import of finished pharmaceuticals is almost negligible, and confined to very specific

types like anti-cancer drugs. In 1994, the import of drugs, pharmaceuticals and

intermediates was estimated at $450 million, and included the following:

antibiotics, penicillin and its salts, erythromycin and its preparations, vitamins and

provitamins, vaccines (polio, human and veterinary), preparations containing insulin,

caustic and other hormones, and tetracycline and its preparations. For value purposes,

drugs in India are generally classified into two categories -- bulk drugs and formulations.

Due to India's low overhead costs, bulk drugs comprise the largest sector in the country's

pharmaceutical market. India’s bulk drug sector also makes up about 6% of the

international bulk drug market. Drug intermediates are used as raw materials for the

production of bulk drugs, which are either sold directly or retained by companies for the

production of formulations. Formulations can be subdivided into generic drugs and

branded or "ethical" drugs, the latter of which are made under process patent and sold

under a separate brand name. Expected short-term growth for the two types of drugs has

been 20% for bulk drugs and 15% for formulations. Pharmaceutical Industry is one of the

most intense knowledge driven industry, which is continuously in a state of dynamic

transition. Indian pharmaceutical industry is climbing up the value chain from bringing a

pure reverse engineering industry focus on domestic market. The industry is moving

towards basic research driven expert oriented global presence and providing wide range

of value added quality product and services. The pharmacy formulation market varies

radically from the consumer market in many ways. The rules governing the pharmacy

market are different except a few over-the-counter (OTC) drugs. Pharma companies are

not allowed to publicly market their products. Marketing has to be restricted to

promotional campaigns, advertisement only in medicinal magazines, journals etc.,

through medical representatives. It is not a mean of mass communication, which is

usually applicable to consumer products. In the process of pharmaceutical marketing,

market segmentation, targeting and brand differentiation is considered to be challenging

compared to the consumer marketing. Fundamental and systemic changes are required to

ensure that the promotion activities of companies respect consumer rights to safe and

reliable products and to independently verifiable information about the safety and

efficacy of those products.

54

THE IMPACT OF IRRESPONSIBLE MARKETING

Developing countries face multiple health challenges as a result of widespread poverty

and under-funded public health systems, and it would be unfair to place them all at the

d o o r o f t h e p h a r m a c e u t i c a l i n d u s t r y . H o w e v e r t h e

q u e s t i o n t o b e a s k e d o f pharmaceutical companies is whether, in this

context, their marketing practices help or hinder efforts to improve health and on at

least three counts the answer appears to be ‘no. ‘In 2009, the Indian National

Commission on Macroeconomics and Health labeled 10out of 25 top selling brands

of medicines in the country as being either “irrationa l or non-essential or

hazardous.” Those brands are listed in the table below and include a number of market

leaders. These issues are important in developed and deve loping countries but

are particularly pressing in developing countries where each dollar that is misused is a

dollar that can’t easily be replaced.

Pushing the wrong pills

Finally there is the question of whether the pharmaceutica l industry is simply

too market driven. Operating in a competit ive market and with falling

revenues there is immense pressure on companies to deliver the next ‘block buster’

drug. The inevitable pressure on companies is to focus on the wealthiest markets and the

most marketable conditions. This has led to a concentration on ‘me too’ drugs

that tap into lucrative markets but add little additiona l medical value and

even ‘disease mongering’ or the medicalisation of conditions that had previously

been seen as lifestyle issues and only in extreme cases a cause for medical intervention.

By promoting drugs that are not needed, pharmaceutical companies could detract from

efforts to improve the overall public health of consumers in developing countries. It is

true that many other factors such as poor training and a lack of regulatory infrastructure

are also at the root of these problems. However as global leaders, with financial clout to

a ffec t change , d rug companies and pa r t icula r ly the marke t leaders

have soc ia l responsibilities in ensuring their marketing activities do not lead to

negative outcomes for patients and consumers of their products.

55

There can be several challenges for pharma marketing with global channels opening up from all directions it has become an art of its own kind. Some of the important aspects can be as

the followings:

Increased competit ion and unethica l practices adopted by some of the pharma companies.

Low level understanding of customer knowledge (Doctors, Retailers, Wholesalers).

Dissimilar customer perception.

Quality of medical representatives.

Recruitment process of medical representatives.

High training and re-training costs of sales personnel.

Busy doctors giving less time for sales calls.

P oor te rr ito ry knowledge in te rms o f bus iness va lue a t the leve l o f med ica l representatives.

Valuing of prescription from each doctor in the list of each sales person.

Unknown value of revenue from each retailer in the territory.

Promotional Strategies

56

E.g. In Mohrish Pharmaceuticals marketing strategy of Vighan Q10 is presented in

the following two figures:

DIRECT TO CUSTOMER STRATEGIES: DTC essentially means a campaign or communication programme intended for and targeted to consumers. In relation to pharmaceutical products, the consumers may be patient or family members, caregivers or

the general public. Initially, doctors were worried about the patients failing to understand the drug related information and impairment of doctor /patient relationship, but DTC did

not lead to any such apprehensions and is now a mainstay of product promotion in the US. Internet has totally rejuvenated direct marketing and DTC as a promotional medium. Resources like Euro RSCG’ s Media Turf’s online tracking can help track individual

doctors online, which is immensely useful for pharma companies to deliver targeted communication to them.

DIRECT TO DOCTOR STRATEGIES: Doctors are the main targets for the promotional activities of drug companies in developing countries. With the power to

prescribe and a high status in society their opinion of a drug very often determines its sales success. It is therefore not surprising that the majority of marketing spend by

industry leaders goes towards direct-to-doctor (DTD) promotion. These marketing practices are common to most contexts whether in developing countries or developed.

GIFTS: Among the promotional tactics employed by pharmaceutical companies is the practice of giving gifts to doctors. In developing countries, these range from small items

such as gifts, pens and notebooks to expensive foreign holidays, televisions, air conditioners and even jewelry. However what stands out in the developing country context is the practice of giving lavish personal gifts that have no pretence at medical

value.

57

OBJECTIVE

The present study of the pharmaceutical industry of India revolves around the following basic objectives:

To understand how pharmaceutical company launch their product

To know what promotional strategies are used by pharmaceutical companies to

sell their products in the market

To understand what is the role played by sales representatives in this regard.

How well they carry on product marketing.

The efforts the company is making to improve the relationship with their

customers, doctors and chemists.

To find out the public opinion regarding the usage, benefits and reactions of

medicines and what is essential to improve the effect of the same.

58

RESEARCH METHODOLOGY

A Research Methodology defines the purpose of the research, how it proceeds, how to

measure progress and what constitute success with respect to the objectives determined

for carrying out the research study. The appropriate research design

formulated is detailed below. Exploratory research: this kind of research has the primary

objective of development of insights into the problem. It studies the main area where the

problem lies and also tries to evaluate some appropriate courses of action. The

research methodology for the present study has been adopted to reflect these realties

and help reach the logical conclusion in an objective and scientific manner. The present

study contemplated an exploratory research.

Research Design

The research design is the basic framework, which provides guidelines for the rest of the

research process. The present research can be said to be exploratory. The research

des ign de te rmines the d irec t ion o f the s tudy througho ut and the

p rocedures to be followed. It determines the data collection method, sampling

method, the fieldwork and so on.

Nature of Data

Primary Data:

Primary data is basically fresh data collected directly from the target

respondents; it could be collected through Questionnaire Surveys, Interviews, Focus Group

Discussions Etc.

Secondary Data:

Secondary data that is already available and published. It could be internal and external

source of data. Internal source: which o r igina tes from the spec ific fie ld o r

a rea where re sea rch is carried out e.g. publish broachers, official reports etc.

59

External Source:

This originates outside the field of study like books, periodicals, journals,

newspapers and the Internet.

DATA COLLECTION

Primary data:

Primary data was selected from the sample by a self-administrated questionnaire in

presence of the interviewer.

SAMPLE SIZE:

1. Sample size: 100

Sample area: New Delhi Sample Unit: Officials of many pharmaceutical companies, medical Practitioners,

medical representatives in New Delhi 2. Sample size: 50

Sample area: New Delhi Sample Unit: chemists

3. Sample size: one doctor’s clinic Sample area: New Delhi

Sample Unit: patients

SECONDARY DATA:

Secondary data was collected through

•Articles,

•Reports,

•Journals,

•Magazines,

• Newspapers and

•Internet

60

Sampling Technique:

Random sampling technique is generally employed to extract the fruitful results. This

includes the overall design, the sampling procedure, the data collection methods, the field

methods and the analysis procedures

Sampling Procedure Actually Employed:

The process employed to select the sample was simple random sampling.

Simple random sampling refers to that sampling technique in which each and every unit of the population has an equal and same opportunity of being on the sample. In simple random sampling, which item gets selected is just a matter of chance.

Analytical Tools:

Simple statistical tools have been used in the present study to analyze and interpret the

data collected from the field. The study has used percentiles method and the data are presented in the form of tables and diagrams.

61

ANALYSIS AND FINDINGS

SURVEY 1:

1. For how many years you are practicing as a medical practitioner (Doctor)?

Less than one year ----------------------------------17 per cent

From one to five years -----------------------------32 per cent

Five to Ten years -----------------------------------36 per cent

More than Ten years -------------------------------12 per cent

Cannot remember ---------------------------------03 per cent

Fig: Practicing as a medical practitioner

62

Interpretation:

At the initial stage of the research, an attempt was made to understand the profile of the

doctors in terms of their experience in the industry. Great care was taken to ensure that

the sample is adequate and representative of the universe.

2. Do you agree that India’s pharmaceutical industry is one of the fastest growing

segments of the Indian economy?

Agree --------------------------------------43 per cent

Strongly Agree ---------------------------37 per cent

Disagree ----------------------------------09 per cent

Strongly Disagree -----------------------04 per cent

Do not know/ cannot say -------------07 per cent

Fig: The fastest growing segments of the Indian economy

Interpretation: India’s pharmaceutica l industry is one of the fastest growing segments of the Indian economy and this is also one of the vital industrial segments which are directly

related to the health of the nation.

63

3. Do you agree that the marketing strategy of the pharmaceutical industry should

be different from the marketing strategy in non-pharmaceutical segments?

Agree ------------------------------------50 per cent

Strongly Agree -------------------------32 per cent

Disagree --------------------------------10 per cent

Strongly Disagree --------------------04 per cent

Do not know/ Cannot say ----------04 per cent

Fig: Pharmaceuticals Segments

Interpretation:

The structure and the dynamics of the pharmaceutical industry are different from that of other industrial domains. This is what necessitates the pharmaceutical sector to formulate a unique marketing strategy to suit their industry requirements and that appears to be

different, in practice and normative sphere, from other industries.

64

4. Do you agree that the pharmaceutical companies need to use innovative and

better promotional measures for selling their products?

Agree --------------------------------------60 per cent

Strongly Agree ---------------------------37 per cent

Disagree ----------------------------------01 per cent

Strongly Disagree -----------------------00 per cent

Do not know/ cannot say -------------02 per cent

Fig: Innovative and better promotional measures for selling their products

Interpretation:

Even though it appears to be a serious industry on which the health of the nation rests, a

deeper understanding of the industry will make it clear that business practices and sales

promotion measures are a common thing and gradually becoming more aggressive and

competitive among the pharmaceutical companies in India.

65

5. Does the Pharmaceutical companies offer gifts to the doctors to influence their

prescriptions in favor of their company medicines?

Yes --------------------------------------------95 per cent

No ---------------------------------------------01 per cent

Do not know/ cannot say -----------------04 per cent

Fig: Prescriptions in favor of their company medicines

Interpretation:

Pharmaceutical marketing experts are aware that well timed advertising directed to

doctors tends to boost sales of the brand that spent the marketing dollars. In the case of

marketing directly to health professionals, the question is whether promotion is (as most

drug companies claim) primarily information on how the drug works or is intended to

persuade doctors to prescribe the drug more frequently. The practice of offering gifts to

the doctors to influence their prescriptions is a common strategy among the

pharmaceutical companies.

66

6. Out of the following which one is more correct when it comes to the promotiona l

s trategy of pharmaceutical companies in the view of the doctors?

They aim to inform about the product -----------------22 per cent

They aim to persuade to purchase ---------------------60 per cent Other motives --------------------------------------------03 per cent

Do not know/ cannot say -----------------------------15 per cent

Fig: Promotional strategy of pharmaceutical companies

Interpretation:

The promotional strategy of the pharmaceutical companies is more oriented towards persuading the

doctors to prescribe their products and the patients to purchase their products than simply

to display information on the quality and availability of the product. This is one criterion

which makes the marketing strategy of the pharmaceutical companies different from that

of others.

67

7. Do you agree that unethical standards exist in the promotion of pharmaceutical

products in India?

Agree -------------------------------------52 per cent Strongly Agree -------------------------20 per cent

Disagree --------------------------------20 per cent Strongly Disagree ---------------------03 per cent

Do not know/ cannot say ------------05 per cent

Fig: Promotion of pharmaceutical products in India

Interpretation:

Adherence to ethical standards while pursuing the promotional strategy for selling their

products is a concern in the pharmaceutical industry. It is an accepted fact that the

promotional measures do contain unethical practices. It is for the government, the

industry and the consumers to put a comprehensive effort to ensure that

the practices of unethical standards are withdrawn from the health industry.

68

8. What type of Marketing Strategy would you prefer to expand your Market size?

Fig: Market size

B2B--------------------------------------------------------------23 per cent

B2C -------------------------------------------------------------32 per cent

Both -------------------------------------------------------------45 percent

9. What type of Marketing Strategy does you as More Profitable?

Fig: More Profitable

69

B2B-------------------------------------------------------------- 24 per cent

B2C -------------------------------------------------------------47 per cent

Both -------------------------------------------------------------31 percent

10. What do you think is the Major challenge from the Marketing point of view for

the Pharmaceutical Industry in India?

Fragmentation of the market ----------------------------38 per cent Market risk due to lack of price control mechanism -22 per cent MNCs ------------------------------------------------------23 per cent Others ------------------------------------------------------17 per cent

Fig: Major challenge from the Marketing

70

11. What innovative distribution channel do you suggest to better market your

products?

Better consumer supply chain------------------------------------34 per cent Emotiona l Branding - - - - - -- --- --- --- --- --- --- --- --- --- --42 per cent

Alliance with other corporate leaders for promotion of the product-12 per cent Greater media participation and power branding-------------10 per cent

Others ------------------------------------------------------------- 02 per cent

Fig: Suggest to better market your products

12. Do you think that market ethics/ medical Ethics are a major factor in the new

distribution channel of marketing? Yes ----------------------------------------------------- 57 per cent

No ----------------------------------------------------- 28 per cent Do not know/ cannot say -------------------------- 15 per cent

71

Fig: Distribution channel of marketing

13. Do you believe that technology utilization and innovative distributionchannels will

help in marketing of Pharma products in India?

Yes- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 75 pe r cent

No------------------------------------------- 07 percent

Do not know/ Can not say--------------- 18 per cent

Fig: Distribution channels will help in marketing of Pharma products in India

72

14. Major weakness of the pharmaceutical industry’s marketing strategy.

Branding ---------------------------------07 per cent

Publicity ---------------------------------09 percent R&D -------------------------------------77 percent Do not know / cannot say ------------07 per cent

Fig: Major weakness of the pharmaceutical industries

15. Do you follow branding of products as a marketing strategy?

Yes ----------------------------------------------------------------------- 74 percent

No ------------------------------------------------------------------------ 05 percent

Do not know/ cannot say -------------------------------------------- 21 percent

73

Fig: Products as a marketing strategy

16. Do you believe that technology utilization and innovative distributionchannels will


Yes------------------------------------------75 per cent

No------------------------------------------- 07 percent

Do not know/ Can not say--------------- 18 per cent

Fig: Distribution channels will help in marketing of Pharma products in India

74

17. Major weakness of the pharmaceutical industry’s marketing strategy.

Branding ---------------------------------07 per cent

Publicity ---------------------------------09 percent

R&D -------------------------------------77 percent

Do not know / can not say ------------07 per cent

Fig: Major weakness of the pharmaceutical industries


Yes ----------------------------------------------------------------------- 74 percent No ------------------------------------------------------------------------ 05 percent

Do not know/ cannot say -------------------------------------------- 21 percent

75

Fig: Products as a marketing strategy

19. Do you have a dealer network? Do you sell directly or through dealers?

As regards their marketing strategy, it could be derived from their responses that they

have a large dealer network. A customer may also contact their branch office in his/her area to get the names and addresses. They can also supply sections

directly. For smaller lots, the traders/ dealers may be contacted. 20. Do you think that foreign direct investment (FDI) should be allowed in the pharmaceutical

sector in India? Yes-------------------------------------------------21 percent

No--------------------------------------------------43 percent

Do not know/ cannot say-----------------------36 percent

Fig: Pharmaceutical sector in India

76

SURVEY 2: CHEMIST’S SURVEY

A visit to many doctors was made by me along with co’s Medical Representative.

A complete product detailing along with company profile is given to the doctors.

If the doctor feels that the product is up to the mark, he prescribes it to the respective

patients. Then the company contacts and visits various nearby chemists and provides

them with co. Reference that if some demand to co’s product arises they may contact the

area distributors of the co. to provide them with the respective supply of the medicines.

Further when chemists become regular purchaser of co’s product, they are regularly

visited by co’s MR in order to check whether they have the availability of the products of

the company or not. A product card is asked to be filled for further requirements of the

medicines which are then supplied by the co’s distributors to them.

SURVEY 3: CAMPING

A regular campaigning is done at the gap of 10-15 days outside doctor’s clinic and

hospitals in which free sampling of medicines are done and feedback from the doctors

and patients are taken.

77

LIMITATIONS

1. Marketing and sales of pharmaceutical products is very different from other

products such as say groceries, cosmetics, food items, vehicles, etc.

2. Pharmaceutical products (apart from over the counter OTC drugs) can only be

obtained from a chemist on a doctor’s prescription. Thus here the customer is the

doctor, who is well versed in pharmacology.

3. Medicines and drugs can only be prescribed by a doctor only when it is deemed

necessary for the patient’s recovery from illness; that is, it is ethically wrong for a

doctor to needlessly prescribe medicines.

4. In addition, the pharma company is feeling pressure from every direction — from

regulators setting the rules for drug effectiveness and safety, from managed care

organizations and employers pushing back on prescription drug costs and

reimbursement, from competitors coming to market with alternative brands or

generics. Overall, these trends have resulted in lower revenue, reduced

profitability, and declining P/E valuation ratios for most major pharmaceutical

companies.

78

INFERENCES AND RECOMMENDATIONS

The pharmaceutical sectors in India will most likely stay regulated in the short term, there

are plans for reform. The sheer size and growth of India's domestic pharmaceutical

industry is making it increasingly difficult for the government to regulate prices for every

single firm. As a result, foreign pharmaceutical firms can expect improved market

opportunities in India's enormous drug market over next several years.

The Indian pharmaceutica l industry is highly fragmented - - there are now

more than20, 000 domestic manufacturers of end-use pharmaceuticals, particularly

because of the industry's low capital requirement and the lack of product patents. Only

about 300 of these are in the organized sector. This structure causes intense competition,

especially in the bulk drug markets, with profitability falling as demand expands.

For value purposes, drugs in India are generally classified into two categories --

bulk drugs and formulations. Due to India's low overhead costs, bulk drugs comprise the

largest sector in the country's pharmaceutical market. India’s bulk drug sector also makes

up about 6% of the international bulk drug market. Drug intermediates are used as raw

materials for the production of bulk drugs, which are either sold directly or retained by

companies for the production of formulations. Formulations can be subdivided into

generic drugs and branded or "ethical" drugs, the latter of which are made under process

patent and sold under a separate brand name. Expected short-term growth for the two

types of drugs has been 20% for bulk drugs and 15% for formulations.

The import of finished pharmaceuticals is almost negligible, and confined to very specific

types like anti-cancer drugs. In 1994, the import of drugs, pharmaceuticals and

intermediates was estimated at $450 million, and included the following:

antibiotics, penicillin and its salts, erythromycin and its preparations, vitamins and

provitamins, vaccines (polio, human and veterinary), preparations containing insulin,

caustic and other hormones, and tetracycline and its preparations.

Essentia l drugs comprised of antibiot ics, antibacter ia l, anti-TB, anti-

parasitic, and cardiovascular constitute a major portion of turnover of the industry.

Indian companies dominate this class of drugs with a market share of 71%. Multinational

companies are reluctant to enter these markets as most of them are under government

price controls.

Pharmaceutical Industry is one of the most intense knowledge driven industry, which is

continuo us l y in a s ta te o f dynamic trans it io n. Ind ian pharmaceut ica l

indus try is climbing up the value chain from bringing a pure reverse engineering

industry focus on domestic market. The industry is moving towards basic research driven

expert oriented global presence and providing wide range of value added quality product

79

and services. The pharmacy formulation market varies radically from the consumer

market in many ways. The rules governing the pharmacy market are different

except a few over- the-counter (OTC) drugs. Pharma companies are not

allowed to public ly market their products. Marketing has to be restricted to

promotional campaigns, advertisement only in medicinal magazines, journals etc.,

through medical representatives. It is not a mean of mass communica t ion, which is

usually applicable to consumer products. In the process of pharmaceutical

marketing, market segmentation, targeting and brand differentiation is considered to be

challenging compared to the consumer marketing.

Unlike any other businesses, marketing mix and its operatives for Pharma industry are

very peculiar. The pharmaceutica l industry is one of the few which cater to

unique situations. Here the decision maker is the prescriber i.e. doctor while actual user

of the product is a patient. Patient purchases product only because of doctor’s advice and

hence product should satisfy the conditions of physician. Even if all other parameters are

correct, the product might still fail because of improper promotion. Personal selling is the

major promotional method in pharma marketing.

Brand management, particularly promotion is a very difficult task in every Industry

/Business. It is particularly difficult in those businesses where the competition is intense,

market is crowded with variety of similar looking products and especially,

when the end use r canno t make cho ices o f his /he r own, but has to use

the p roduc t on some expert’s recommendations. Pharmaceutical is such one of the

most intense knowledge driven industry, which is continuously in a state of dynamic

transition. Pharmacies can be defined as “Complex matrix of process, operations and

organization, involved in the discovery development and manufacture of drug and

medication.” The pharmaceutical industry is the lifeline industry, which plays a

very important role in building strong human capital of country and very

essential for economic growth and development. Indian pharmaceutica l

industry is climb ing up the value chain from bringing a pure reverse engineering

industry focus on domestic market. The industry is moving towards basic research driven

expert oriented global presence and providing wide range of value added quality product

and services.

Considering the complexities in marketing process in pharmaceutical business, while

launching a new formulation in the existing markets or launching new formulations in

the new markets, product differentia t ion is necessary for proper brand

promotion. Since, for the prescription products, the end-customer, i.e. patient or his/her

relatives are unable to take any decision and the product is necessarily

recommended by the expert, i.e. physician or doctor, it is imperative that this brand

promotion efforts to be aimed at primarily towards the physician or doctor and

80

secondarily to the drug retailer as he plays an important role in dispensing the prescribed

brand. While launching the new formulation, there can be dilemma in the mind of the

field manager on diverting.

Existing field force for the promotion of the field force, perhaps at the cost of old and established products. However, it is most necessary to do so as it can only help product differentiat ion, brand promotion and stabiliza t ion of the new product in the

market. Nevertheless, one question remains and that is whether, the research findings are universally true or they are geography specific. One can get the answer only when

such studies are conducted at multiple places simultaneously. The results of such studies can be generalized to arrive at possible answer. Companies realize it is often not enough to spend like your competitor. In fact, you have to outspend the competition, especially in

areas such as market research and patient education, to make significant impact on your position in the market.

STRENGTHS AND WEAKNESSES PHARMACEUTICALINDUSTRY:

India’s comparative advantages lie in its cost competitiveness; it’s reverse engineering experience, its large pool of less expensive English-speaking scientific and engineering

workers, and its well-developed chemical industry infrastructure. India’s pharmaceutical companies can also operate at much lower profit margins that their Western counterparts. Today, India produces some of the cheapest drugs in the world, especially because labor

costs are 50 to 55 percent cheaper than in the West. Industry experts indicate those infrastructures costs are 40 percent lower and fixed cost are estimated to be 12 percent to

20 percent less than in the United States and Western Europe. Consequently, India can produce bulk drugs that cost 60 percent less than in the West and can open a production plant in India 40 percent cheaper than in developed countries. Because of this, India has

become a hub for pharmaceutical research and development and clinical trials for many leading foreign pharmaceutical companies.

81

The challenge facing pharmaceutical marketers in the next decade will be to

demonstrate value of product through promotiona l innovation, combined with

the required emphasis on efficiency and safety of their product. To do so, they should

turn to pharmacoeconomics--an evolving field that examines the issues in the context of

them arket's health care system. Health care system, of what is understood of

the term, differs from country to country, place to place and city to city. Lay

persons in India tend to examine only single patient cost. But from a social perspective

one may want to know what sort of treatment option minimizes overall costs. In the

future the degree of fragmentation is likely to decline significantly wide product portfolio

and distribution strength could become a key competitive advantage among the larger

players. Smaller players focused on research and development will probably be

approached for alliance by larger companies. Domestic companies with International

research and development or marketing ties are likely to succeed. In long term as

companies’ established major presence in other parts of wider health care

pharmaceuticals chain, there is likely to an emergence of a new set of competitors -

- the integrated health care firms - - that will have significantly greater power than

pure pharmaceutical companies.

82

CONCLUSIONS

•Implement, improve and monitor legislation in line with the WHO Resolution on the

Rational Use of Medicines and the WHO Ethical Criteria for Medicinal Drug Promotion.

•Support the provision of independent information on drugs for consumers and health

professionals.

•Implement and enforce a ban on gifts to doctors.

•Enforce strict sanctions that will deter poor corporate practice in drug promotion.

•Take measures to improve the transparency of drug companies’ marketing activities and

seriously address the conflict of interest encountered in drug companies ‘funding of

medical education. Ensuring high standards in the promotion of medicines is important to

consumers ‘health and helps to save money for health providers and patients. Without

proper controls consumers can be subject to misleading or inaccurate claims and the

promotion of expensive branded medicines that have no greater medical value than

cheaper non- branded products. Whilst the pharmaceutical industry clearly has an

important role to play in tackling the health challenges their involvement in the

promotion of medicines presents a serious conflict of interest. It is equally important that

health professionals have access to independent and up to date advice on medicines so

that they can make informed judgments about the most appropriate medication for

patients. Governments must make continued medical education (CME) a priority and

alleviate the need for doctors to rely on industry-dominated information provision

mechanisms. Improved regulation of drug promotion will generate a number of benefits

for various stakeholders. Consumers will have a better chance of getting the most

appropriate drug for their condition. Regulations that lead to improved drug use can

lower direct costs (e.g. subsidy costs and import costs) which should be welcomed by

governments and tax payers. Finally, socially responsible drug companies will also

benefit if regulation helps to create a level playing field and prevent unscrupulous

companies from manipulating the market through irresponsible marketing.

•The pharmaceutical industry

•Key recommendations at the company level:

•Stop the practice of gifts to doctors

•Implement rigorous policies on vetting of drug promotion materials and adherence to

existing codes of conduct Provide transparent and verifiable information on the precise

nature of relationships and associated funding for all stakeholder groups, including health

83

professionals, pharmacists, students, journalists, clinical research organizations and

patient groups.

At an industry-wide level:

Ensure codes of conduct on drug promotion extend to interactions with

health professionals AND consumers. Invest in innovative partnerships with government

and civil society organizations so that corporate funding of disease awareness campaigns

and CME may be channeled via blind trusts in line with specific health priorities of

consumers at a community or national level. According to IFPMA, “promotional

activities must be consistent with high ethical standards and information should be

designed to help health care providers improve services to patients. Information must be

provided with objectivity, truthfulness and in good taste and must conform to all relevant

laws and regulations. Claims for therapeutic indications and conditions of use must be

based on valid scientific evidence and include clear statements with respect to side

effects, contraindications, and precautions. “It also stresses that “high standards of ethical

behavior shall apply equally to marketing of pharmaceutical products in all countries,

regardless of the level of development of their economic and health care

systems.”Fundamental and systemic changes are required to ensure that the promotion

activities of companies respect consumer rights to safe and reliable products and to

independently verifiable information about the safety and efficacy of those products.

84

ANNEXURE

QUESTIONNAIRE

1. For how many years you are practicing as a medical practitioner (Doctor)?

⇒Less than one year ----------------------------------

⇒From one to five years ----------------------------- ⇒Five to Ten years -----------------------------------

⇒More than Ten years -------------------------------

⇒cannot remember ---------------------------------

2. Do you agree that India’s pharmaceutical industry is one of the fastest growing

segments of the Indian economy?

⇒Agree --------------------------------------

⇒Strongly Agree ---------------------------

⇒Disagree ----------------------------------

⇒Strongly Disagree ----------------------- ⇒Do not know/ cannot say -------------

3 . D o you agre e tha t the mark e ting s tra te gy o f the

pharmace utica l indus try should be different from the marketing strategy in

other industrial segments?

⇒Agree ------------------------------------

⇒Strongly Agree -------------------------

⇒Disagree --------------------------------

⇒Strongly Disagree -------------------- ⇒Do not know/ cannot say ----------

4 . D o you agre e tha t the pharmace utica l companie s re s ort to

promotiona l measures for selling their products?

⇒Agree --------------------------------------

⇒Strongly Agree ---------------------------

⇒Disagree ---------------------------------- ⇒Strongly Disagree -----------------------

⇒Do not know/ cannot say -------------

85

5. Does the Pharmaceutical companies offer gifts to the doctors to influence their

prescriptions in favor of their company medicines?

⇒Yes --------------------------------------------

⇒ No --------------------------------------------- ⇒Do not know/ cannot say -----------------

6. Out of the following which one is more correct when it comes

promotional strategy of pharmaceutical companies?

⇒They aim to inform about the product ---------------

⇒They aim to persuade to purchase --------------------

⇒Other motives ------------------------------------------- ⇒Do not know/ cannot say -----------------------------

7. Do you agree that unethical standards exist in the promotion of pharmaceutical

products in India?

⇒Agree ------------------------------------

⇒Strongly Agree ------------------------- ⇒Disagree --------------------------------

⇒Strongly Disagree ---------------------

⇒Do not know/ can not say ------------

8. What type of marketing s trategy would you prefer to expand your

market size?

⇒B2B---------------------------------------------------------------

⇒B2C ---------------------------------------------------------------

⇒Both ---------------------------------------------------------------

9. What type of marketing strategy does you as more profitable?

⇒B2B---------------------------------------------------------------- ⇒B2C ---------------------------------------------------------------

⇒Both ---------------------------------------------------------------

10. What do you think is the major challenge from the marketing point of view for the

pharmaceutical industry in India?

⇒Fragmentation of the market ----------------------------- ⇒Market risk due to lack of price control mechanism--

⇒MNCs -------------------------------------------------------

⇒Others -------------------------------------------------------

86

11. What innovative distribution channel do you suggest to better market your

products?

⇒Better consumer supply chain---------------------------------

⇒Emotional Branding -------------------------------------------- ⇒Alliance with other corporate leaders for promotion of the product- 12 per cent

⇒Greater media participation and power branding-----------

⇒Others ------------------------------------------------------------

12. Do you think that market ethics/ medical ethics is a major factor in the new

distribution channel of marketing?

⇒Yes ----------------------------------------------------- ⇒ No -----------------------------------------------------

⇒Do not know/ cannot say --------------------------

13. Do you believe that technology utilization and innovative distribution channels will


Yes- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 75 pe r cent

No------------------------------------------- 07 percent

Do not know/ cannot say--------------- 18 per cent

14. Major Weakness of the pharmaceutical industry’s marketing strategy.

⇒Branding ------------------------------

⇒Publicity ------------------------------

⇒R&D ---------------------------------- ⇒Do not know / cannot say --------


⇒Yes ----------------------------------------------------------------------- 74 percent

⇒No ------------------------------------------------------------------------ 05 percent

⇒Do not know/ cannot say -------------------------------------------- 21 percent

16. Do you believe that technology utilization and innovative distribution channels will help in

marketing of pharma products in India?

⇒Yes-------------------------------------

⇒ No-------------------------------------- ⇒Do not know/ Cannot say----------

87

17. Major Weakness of the pharmaceutical industry’s marketing strategy.

⇒Branding ------------------------------ ⇒Publicity ------------------------------

⇒R&D ----------------------------------

⇒Do not know / cannot say --------

18. Do you follow branding of products as a Marketing strategy?

⇒Yes -----------------------------------

⇒ No ------------------------------------

⇒Do not know/ cannot say --------

19. Do you have a dealer network? Do you sell directly or through dealers?

20. Do you think that Foreign Direct Investment (FDI) should be allowed in the pharmaceutical

sector in India? ⇒Yes-----------------------------------------------

⇒ No------------------------------------------------

⇒Do not know/ cannot say---------------------

88

PRODUCT CARD

89

BIBLIOGRAPHY

http://www.indiamart.com/mohrishpharmaceuticals/profile.html http://dir.indiamart.com/cgi/catprdsearch.mp?ss=mohrish+pharmaceuticlas

http://www.cuticonupuk2013.com/

http://www.tutor2u.net/business/gcse/marketing_promotion.html

http://labs.openviewpartners.com/role-of-product-marketing- in-your-startup-part-1/

http://www.ranbaxy.com/about-us/board-of-directors/ http://www.arcweb.com/about-arc/arc-clients/pages/pharmaceutical-factory-of-the-

future.aspx

http://m.strategy-business.com/article/00095?gko=777a7

http://www.indiamart.com/mohrishpharmaceuticals/profile.html

http://dir.indiamart.com/cgi/catprdsearch.mp?ss=mohrish+pharmaceuticlas

http://www.cuticonupuk2013.com/

http://www.tutor2u.net/business/gcse/marketing_promotion.html

http://labs.openviewpartners.com/role-of-product-marketing-in-your-startup-part-1/

http://www.ranbaxy.com/about-us/board-of-directors/

http://www.arcweb.com/about-arc/arc-clients/pages/pharmaceutical-factory-of-the-future.aspx

http://www.arcweb.com/about-arc/arc-clients/pages/pharmaceutical-factory-of-the-future.aspx

http://m.strategy-business.com/article/00095?gko=777a7

product marketing and promotion

Marketing

Transcript of product marketing and promotion