Tushar Synopsis
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Transcript of Tushar Synopsis
Rigel the division of pharmed has concept selling product such as Colla Cee GS.
INDEX
Chapter.No.
TOPIC Page no.
1. Aim & Objective of the study
2. Hypothesis of the study
3. Scope & Limitation of the study
4. Review Literature
5. Research Methodology
6. Company Profile&
Product Information7. Finding & Analysis
8. Result & Conclusion
9. Suggestion
Biblography
EXECUTIVE SUMMARY
CHAPTER NO.1
Aim & Objective of the study
AIM OF THE STUDY
To study how the Rigel is trying to meet the product feature’s
with the consumer benefits.
As Colla Cee GS is concept selling product & Pharmed Company is also
well-known for conceptual selling brand.
Concept selling means how they meet feature i.e. composition of
Colla GS with benefit of customer.
Here are pharmaceutical marketing companies customers are Doctors
not the patients.
So as patients are getting relief from disease Doctors continuous to
prescribe more the product.
OBJECTIVE OF THE STUDY
To find out branding & visibility of Rigel the division of Pharmed
in market.
To analyze the promotion & various marketing strategies done by
pharmed.
To study activities done by pharmed improve the sales of this Colla
Cee GS.
To understand how approach to doctors (customers).
CHAPTER NO.2
HYPOTHESIS OF THE STUDY
HYPOTHESIS
Null hypothesis: - Advance composition improved sales in market &
good reply’s from doctors also.
Pharmed Ltd is well known for Quality of product and research
molecules.
Advance composition: -
Bioactive collagen peptide + Glucosamine sulphate + Vitamin C are not
present in market. With orange flavor which is good for palatability of
patients.
Alternative hypothesis: - There are too many competitors in market
with same type product composition who can bit Cola Cee.
Only one product in market is toughest competitor in market, name is
Collaflex from Aventis, Collabond.
It is older and available in each and every Medical store of Navi
Mumbai market.
From this we can identify its Network in market.
CHAPTER NO.3
SCOPE & LIMITATIONS OF THE STUDY
SCOPE
Study of market for Osteoarthritis in Navi Mumbai city.
Many of people above 40 years age group are suffering from
Osteoarthritis.
The Cola Cee GS with its new composition is Effective for those people.
For example:-
Family history of Osteoarthritis.
Obese and overweight.
Heavy physical exercise.
Reduction cartilage after 40 years.
These are some segment found in Navi Mumbai.
While discussing with doctors we found these segments.
So there is huge potential for Colla Cee GS in market.
People want the relief from Osteoarthritis. As there are many
product in market such as Collaflex which increase collagen
between joints but by new combination of Colla Cee GS Doctors
replied that this product faster in Anti osteoarthritis disease.
If the availability product in market is increased than no product
in Navi Mumbai market could bit this new composition of Colla
Cee GS.
LIMITATIONS
Although the research was conducted in way to ensure the accurate
results but certain errors might have occurred due to some
unavoidable reasons.
Some of the limitations:-
All the respondents did not give their true feelings and views
concerning the nature of the subject.
The study is affected by activities of respondents.
As study was done in Navi Mumbai, it did not covered broader
area to understand prescribing behavior of Doctors
Due to patient secrecy we cannot ask to patients.
The sources of data collection and time are limited in this
research.
High cost.
Low connectivity.
CHAPTER NO.4
Review Literature
Strategy Guidelines
BRAND POSITIONING
Brands Ortho/PhyColla Cee Prevent progression of OA
Colla Cee GS Treat OA
CollaCee and CollaCee sale has been progressing steadily with good acceptance
among orthos. CollaCee GS touched an ALL India PMPM of 170 sachets
inDec’12.
Market research data indicates that Collaflex also has been able to make a
steep growth in prescription generation last 6 months.
Target Brands- Collaflex, Collabond (only collagen peptides), Zedfit.
Promotional Theme
Low molecular weight collagen peptides type II with vit. C advantage.
Keeps joints young & moving.
Sugar free and safe for long term use.
Fish content.
Brand Benefits
CollaCee
Purified type II collagen peptides offer lasting & preferential
accumulation of collagen in cartilage.
Enhance endogenous collagen synthesis.
Added advantage of vitamin c in CollaCee enhances tissue concentration
of type II collagen, promotes chondrocyte proliferation & enhances
procollagen synthesis.
CollaCee GS
Collagen peptide II in synergy with glucosamine & vitamin C stimulates
collagen & GAG biosynthesis.
Reverses structural decay of stressed cartilage.
Significantly improves symptom scores, joint function & quality of life.
Exerts synergistic anti-inflammatory & analgesic actions.
Promotional Inputs
Arthritis Update (20 TSO)
Doctor, Rigel presenting you the second issue of Arthritis Update. With this
New Year issue, we want to update you on novel findings and development in
arthritis and newer researches that highlight the cause of arthritis and
available treatment options. Doctor, Rigel proudly presents CollaCee, Collacee
GS, Triactin, Nanofast and Ultramed to help your arthritic patients to improve
their quality of life.
(Handover News letter to DR)
CollaCee/CollaCee GS Tent Card Exercises in OA
(orthro)-20/TSO( The stationary office)
Objective: -Serves as an in-clinic reminder. The card has pictorial presentation
of some easy exercises to ease osteoarthritic pain on one side which should be
kept in a manner that patients can view it. To be used during CollaCee/GS OPD
camps.
Detailing:-Dr. with your permissions may I place the CollaCee/GS card on
your table. This card will help you to pictorially guide your patients about
exercises that will ease their osteoarthritis pain along CollaCee/GS therapy.
Strategic Activity: - One OPD(Out patients department) camp per month.
Patient who are visiting doctor in his OPD motivating him by giving 1 month
extra medicine if he/she takes of 2 months medicine.
From Visual aid
Indications of CollaCee
We strongly recommend that use CollaCee for primary prevention in:
Above 40
Athletes
Heavy physical exercise
Alcoholics
Smokers
Obese and overweight
Family history of OA
CHAPTER NO.5
Research Methodology
Types of Data
Primary Data:
Data that has been collected from first-hand-experience is known as primary
data. Primary data has not been published yet and is more reliable, authentic
and objective. Primary data has not been changed or altered by human beings,
therefore its validity is greater than secondary data.
Reliability: Reliability is the certainty that the research is enough true to be
trusted on.
Authenticity: Authenticity is the genuineness of the research.
Secondary Data:
Data collected from a source that has already been published in any form is
called as secondary data. The review of literature in nay research is based on
secondary data. Mostly from books, journals and periodicals.
Sources of Secondary Data:
Secondary data is often readily available. After the expense of electronic media
and internet the availability of secondary data has become much easier.
PRIMARY DATA
First of all, all the sources of primary data from various sources
should be explored & examining the possibility of their use for study.
In many cases the data may not be inadequate or unusable &
therefore, may realize the first hand information.
It involves two aspects. The techniques and tools that are used in
collecting primary data as follows:-
Observation
Survey
Observation
This method is used to get past and current information of company
and product.
For example – What is brand image of the company?
How do approach to doctor?
Survey
This method is useful to gate actual information about market
condition of that particular product.
Survey involves some questions or we can say feedback report.
SECONDARY DATA
Any data has been gathered for some other purpose, is the secondary
data in the hands of research.
Secondary data is collected from various journals, books, magazines,
websites, visual aid etc….
The secondary data gave me brief information about the company
than its product. There strategy to sale Colla Cee GS in market.
Advantage:-
The major advantage in use of secondary data is that it is more
economical, as the cost of collecting original data is saved.
It saves much of time of researcher. This leads to prompt completion
of the project.
Search for secondary data is helpful, not only because secondary data
may be helpful, not only because secondary data may be useful but
because familiarity with such data indicates the deficiencies and gaps.
As a result the primary data indicates the deficiencies and gaps. As a
result the primary data can be collected more specifically and more
relevant to study.
CHAPTER NO.6
Company Profile
&
Product Information
Healthcare is our charter.
Pharmed Limited is a dynamic and rapidly growing pharmaceutical company
that is dedicated and committed to manufacture quality products to enhance
the quality of human life.
This eventful journey began on August 10, 1946, when the Company was
incorporated. Since then, it has partnered with large multinationals to
manufacture their Brands for the Indian market. Manufacturing and marketing
of its own Brands commenced in the year 1966. Since then, Pharmed
continues to invest in novel technologies, new processes, innovative product
manufacturing, and talented people, striving at all times to live up to its charter
of Healthcare.
The Corporate Headquarters are set amidst the sylvan greenery of Bangalore.
The camaraderie shared by its employees speaks volumes about the values it
holds dear, its relentless endeavor in the research and development, its
painstaking and rigorous quality processes, and its drawing on the expertise of
its key partners to overcome the barriers of technological impossibilities.
Pharmed is one of the top 10 fastest growing pharmaceutical companies in
India (IMS, October 2011) among top 100 companies. For about 65 years, the
main charter of Pharmed has been quality healthcare. Our core strength lies in
identifying, researching and creating a unique therapeutic range of products
across different specialty segments and marketing them. Today, Pharmed is a
name to reckon with in the fields of women's health, reproductive health, bone
and musculoskeletal health, pain management, antibiotics, child health and
general health. Our products help people live healthier and enriched lives.
The Company operates with two divisions, Pharma and Rigel, across India with
a field strength of over 1000.
Welcome
Here at Pharmed, we capture and deliver values that belong to you and your
profession. We feel great and proud to be your partners in the care of ailing
humanity, and we always and consistently strive to pay ultimate respect to the
sense of relationship and partnership that we share with you. Underpinning
the knowledge that you have generated by your expertise and talent, we dare
to believe that our scientific depth and broad clinical development expertise
provide us with the capability to develop novel therapies, as well as identify,
license, manufacture, or acquire products that address many medical
conditions across disciplines, not adequately treated by existing therapies.
Rigel Division
Since its inception, Rigel , the second division has started its journey
with target to be present throughout India. It has unique product
baskets for Gynecologists, Orthopedic Surgeons, Gastroenterologists,
Consultant Physicians, and General Practitioners.
Rigel Products
-Pain Medicine
-Surgery
-Gastroenterology
-General Care
-Respiratory Medicine
-Gynecology
-Child Care
-Bone and Joint Care
Product for synopsis
As it is pharmaceutical drug. So product is for the disease called
Osteoarthritis.
It is age related disease. People those who are suffering from this
particular disease have pain in his knee, due to reduction in
cartilage between there knee bones. In order to overcome this
disease patient prefer last option of joint knee surgery.
Normal patient’s
Osteoarthritis patient’s Knee
CollaCee GS
Prevent the progression of osteoarthritis
CollaCee GS is the only combination in India which contain bioactive collagen
peptides, glucasamine and vitamin c. CollaCee GS stimulates the collagen and
GAG biosynthesis, restores the chondrocytes anabolism, reserves structural
decay and restores structural integrity of stressed cartilage, significantly
improves symptom scores, joint function, and quality of life, exerts synergistic
anti-inflammatory and analgesic actions. CollaCee GS is the only product which
has the ability to modify the osteoarthritis. CollaCee.
One Sachet 100ml water to mix and drink daily
6 months daily oral use leads to positive therapeutic outcome in 68%
of patients.
Cost of one sachet Rs 63.
If the patients go through joint knee surgery they have to pay more
1.5lakh for operation.
By calculation if patients start to take this Colla Cee GS for 3 months
cost will be approx 6000 & no need for the operation.
Because as compared to joint knee surgery less effortless time
treatment.
Keep joints young and moving.
Chapter No.7
Finding & Analysis
Customer Reply
1) Dr. who treat osteoarthritis patients
As it is pharmaceutical product so our customers are M.S. Ortho surgeons.
Number patients per week.
Ans:-
Sr. no Doctors No of patients
1 Dr. Pramod Bhor 30-35
2 Dr. Anil Kumar Aggarwal 20-25
3 Dr. Jayant Sarkar 20-25
4 Dr. Hitesh Kubadia 15-25
5 Dr. Ashish Phadnis 14-20
6 Dr. Dharmaraj Yadav 20-30
7 Dr. Subash.Dhiware 60-70
8 Dr Kaustubh Keskar 20-25
9 Dr.Nirmal Nete 40-50
10 Dr. Mahesh Mahshveri 40-70
30-35 20-25 20-25
15-25
14-2020-30
60-7020-25
40-50
40-70
Prescription per week
Dr. Pramod BhorDr. Anil Kumar AggarwalDr. Jayant SarkarDr. Hitesh KubadiaDr. Ashish PhadnisDr. Dharmaraj YadavDr. Subash.DhiwareDr Kaustubh KeskarDr.Nirmal Nete
More than 300 patients in Navi Mumbai are treated for osteoarthritis
which is not bad.
2) Doctors in favor to prescribe collagen peptide containing drug
Ans:-
Out of 10, 4 Doctors are prescribing Collagen peptide drugs.
60%
40%
Chart Title
yes no
3) Which age group patients are coming for Osteoarthritis?
Ans: - from the age of 40 onwards to maximum 70 years old patients.
4) How many doctors do like new combination of Colla Cee GS
Ans: - Each and every Doctor liked new combination of Colla Cee GS.
Except Dr. Bhor.
Replies in such a way.
Sr. no Doctors Replies
1 Dr. Pramod Bhor Not of much help.
2 Dr. Anil Kumar Aggarwal Good combination.
3 Dr. Jayant Sarkar Try out.
4 Dr. Hitesh Kubadia For good results I’ll write.
5 Dr. Ashish Phadnis Good prevention for OA.
6 Dr. Dharmaraj Yadav Good combination.
7 Dr. Subash.Dhiware Excellent results are getting.
8 Dr Kaustubh Keskar Good precaution for OA.
9 Dr.Nirmal Nete Result oriented.
10 Dr. Mahesh Mahshveri Can be taken as supplement.
5) How many Doctors are ready to prescribe Colla Cee GS?
Reasons
Ans:- Out of 10 , 8 are ready to prescribe.
Sr. no Doctors Reasons
1 Dr. Pramod Bhor -
2 Dr. Anil Kumar Aggarwal -
3 Dr. Jayant Sarkar Palatable
4 Dr. Hitesh Kubadia Palatable
5 Dr. Ashish Phadnis Palatable
6 Dr. Dharmaraj Yadav Palatable
7 Dr. Subash.Dhiware Palatable
8 Dr Kaustubh Keskar Good combination.
9 Dr.Nirmal Nete -
10 Dr. Mahesh Mahshveri Vitamin C also helps in increasing Collagen in bones.
This palatability is strongest part of product because product in market satisfies this need.
Patients are complaining to Doctors that they cannot intake this OA drugs this is called palatability due to bitterness.
As the product is sugar free this is good for diabetes patients & Orange flavor
easy to intake orally.
6) Almost all doctors replayed that Colla Cee is beneficial to
patients OA.
From the survey it is clear that this Colla Cee GS is best product to treat OA
patients.
Recommended by all 10 M.S Ortho Surgeons.
7) Colla Cee is pocket friendly for the patients
Ans:-
Sr. no Doctors YES/NO
1 Dr. Pramod Bhor Yes
2 Dr. Anil Kumar Aggarwal -
3 Dr. Jayant Sarkar Yes
4 Dr. Hitesh Kubadia Yes
5 Dr. Ashish Phadnis Yes
6 Dr. Dharmaraj Yadav Yes
7 Dr. Subash.Dhiware Yes
8 Dr Kaustubh Keskar Yes
9 Dr.Nirmal Nete Yes
10 Dr. Mahesh Mahshveri Yes
7) Rate patient satisfaction after the use of Colla Cee GS
Sr. no Doctors Rating
1 Dr. Pramod Bhor -
2 Dr. Anil Kumar Aggarwal -
3 Dr. Jayant Sarkar 2-5
4 Dr. Hitesh Kubadia 2-5
5 Dr. Ashish Phadnis 3-5
6 Dr. Dharmaraj Yadav 3-5
7 Dr. Subash.Dhiware 4
8 Dr. Kaustubh Keskar 3-4
9 Dr.Nirmal Nete 4
10 Dr. Mahesh Mahshveri 3-4-5
Retailer Medicals Feedback Report
1) Patients of OA are increasing day by day.
All 15 retailers YES
2) Age group of patients. All 15 retailers 40 onwards maximum patients.
3) Number patients per week. All 15 retailers Approximately 20-40 per week in each Medical store.
4)Demanded product in market
All 15 retailers Collaflex product of Aventis
5) Do patients approach for Colla Cee GS?
7 retailers YES
6) Best selling product? All 15 retailers Collaflex product of Aventis
7) Are patients coming again for Colla Cee GS?
7 retailers YES, remaining retailers says NO
8)Price effects All 15 retailers No, because as doctors prescribe product patient purposefully purchase on word of doctors.
9) Is composition best in market
All 15 retailers Definitely
Age group of patients
Per week
Vashi Kharghar Panvel Khandacolony0
10
20
30
40
50
60
70
45-7535-4525-35
This is age related disease that’s why from the age of 40 onwards patients are increasing.
Within our life span cartilage between bone decreases with increase in age.
So maximum consumers are from 40 age group onwards.
Under 25-35:- Heavy weight lifter i.e. gym going people, overweight peoples, athletes patients etc….
Under 35-45:- overweight peoples, starting reduction in cartilage between the bones.
Under 45-75:- loss of cartilage.
Cartilage: - It is the fluid between the bones which presence makes smooth functioning of bones in knee.
Do patients approach for Colla Cee GS
45%
65%
Number of patients purchase
YES NO
Approximately 20-40 per week in each Medical store.
40 age onwards maximum patients.
Chapter no 8
Result & Conclusion
Result
Demanded products in market
40%
25%
15%
20%
Market
Collafex
Colla Cee GS
Colla bond
Zedfit
Conclusion
Rigel the division of the Pharmed had brought innovative and
medically advanced product in market Colla Cee GS, whose
composition is effective in today’s orthopedic patients. The market
strategies adopted by its executives are bearing fruits and Rigel is first
company who launched Glucosamine sulphate which is pain relievers
with collagen peptide and Vita C which are supplements to increase
cartilage between the bones. Rigel tried to provide sure short plan for
Osteoarthritis patients those who are going for joint Knee surgery.
In short Colla Cee GS solves this disease only through medicine no
need of operation.
But this is not a thing for self contentment as the survey reveals that
in availability, less approaching to doctors, less distribution it places
behind some of the competitor’s viz. Collaflex of Aventis
pharmaceutical, Collabond RSM pharmaceuticals are older players in
OA market. Comparatively Colla Cee GS is new in market launched in
August 2012.
Though the company is trying to make image of concept selling brand
but lacking behind in network & approaching less Doctors.
Word “Colla” is also effective so that Doctors can remember that it is collagen peptide containing drug, specially for osteoarthritis patients.
Each and every company in this category of drug named with prefix “Colla”.
So the Prefix “Colla” also make the matter in Branding image of drug.
As Collaflex is of Aventis company its goodwill in market is very good.
Survey says that Collaflex is toughest competitor of CollaCee GS in market.
Chapter no 8
Suggestion
Suggestion
Suggestions from Medical stores:-
But as it is new combination in market please try to increase the availability in market.
Its packaging is also good than all other competitors. Reduce the price little bit because Collaflex is for 45Rs & Colla Cee GS is
for 63Rs. Reduce upto 55Rs. Best results to patients.
Bibliography
Internet source
www.google.com
[email protected] www.pharmedlimited.com