A

PROJECT REPORT

ON

A STUDY OF ‘PHARMACEUTICAL PAYOLA-DRUG MARKETING OF DEXEM

FOR PHYSICIANS’
AT

‘THEMIS MEDICARE IN NASIK REGION’

Submitted To

YESHWANTRAO CHAVAN MAHARASHTRA OPEN UNIVERSITY SCHOOL OF

COMMERCE AND MANAGEMENT

NASIK.

IN PARTIAL FULFILMENT OF THE REQUIRMENT FOR THE AWARD OF THE

DEGREE

MASTER OF BUSINESS ADMINISTRATION (MBA)

SUBMITTED BY

MR. RAJESH RAMESHRAO DAWANE.

PRN NO. 2017017000779527

UNDER THE GUIDANCE OF

ASST. PROF.MR. DR. N.D. SHINDE.

THROUGH

THE COORDINATOR-ITM COLLAGE NANDED

STUDY CENTRE CODE 8571A

5
6
 Student Declaration

I undersigned hereby declares that, the project titled “A Study of ‘Pharmaceutical

Payola-Drug Marketing of Dexem for Physicians’ At ‘Themis Medicare.”

Is executed as per the course requirement of two year MBA program of University of

YCMOU Nasik. This report has not submitted by me or any other person to any other

University or Institution for a degree or diploma course. This is my own and original work.

Place:…………….. Sd.

Date:…………….. (Rajesh Rameshrao Dawane)

MBA-2017-19

7
 Acknowledgement

This project bears imprint of many people and it really gratifies me to

recognize there assistance in it.

I am grateful to Mr.Madukar Devlale (Sales and Administration) for allowing

me to do the project in THEMIS MEDICARE

My biggest gratitude goes for Mr. Sridhar (Zonal Manager) under whose

guidance I carried out the project, also thanks for their fantastic cooperation during

the entire project.

I would like to extend my reverential thanks to all the Medical Representative

who supported & guided me in due course of this project as referred by the database

provided by the Themis Medicare. Involved in this project.

I express my deep gratitude towards Mr. Altmas sir, Centre Coordinator for

framing such ideal & supportive project structure.

I’m also obliged to project guide Ass. Prof. Dr.Sninde N. D. for his valuable

guidance in the whole project.

Last but never can be least utmost eternal thanks to YCMOU Nasik University,

to give the pragmatic experience to the management students, a special ‘On – job

Project Programme’ has been the compulsory in MBA 2yr course, which is one of the

distinct, excellent features of distance education of ‘YCMOU Nasik University’.

It has been a wonderful experience for me to see the things coming true which I

had been learning only theoretically so far.

8
 PREFACE

“Experience is the best teacher”. It is rightly said “practice makes man perfect”..The

course of the study for securing the degree of Master of Business administration is so

designed keeping in mind the attitude of the students so that we are made aware of both

practical realities and textbook fundamentals.

Today’s era is the era of competition .Even if any human being wants to stand in the

life he/she has struggle for that, going ahead in life is far different. In the same way the

organization has to struggle even for the survival, development and growth.

With great pleasure, I undertake the writing of this report of the summer training

because it is a fact to be proud of that who is presently undertaking education in the field of

Business Administration , which is being offered at postgraduate degree level.

As a student of management, I must be encouraged by the growth and rapid

development taking place in the corporate sector in India. Still recently, management is

growing baby. Keeping in mind the ever developing management field and the great

demand for management cadre in our country, the university has arranged for full paper on

industrial training in the field of Marketing, Finance, HR, and Operation management.

Thus, it is our moral and obligatory duty to take this part of our studies with great

enthusiasm and seriousness and give it the due importance.

9
 INDEX

Chapter No. Chapter Name

1 Introduction 4

2 Industry Profile 5

3 Company Profile 7

4 Product Profile 9

5 Objective of Study 11

6 Research Methodology 12

(i) Primary Data

(ii) Secondary Data

(iii) Sampling

(iv) Scope of the study 13

(v) Limitations of the study 14

7 Theoretical Background of the study 15

8 Data Analysis and Interpretation 16

9. Findings 28

10. Recommendations 29

11. Conclusion 30

12. Bibliography 31

Annexure 32

10
INTRODUCTION

11
INTRODUCTION

Pharmaceutical marketing, sometimes called medico-marketing, is the business of

advertising or otherwise promoting the sale of pharmaceuticals or drugs. Evidences show
that marketing practices can negatively affect both patients and the health care profession.
Many countries have measures in place to limit advertising by pharmaceutical companies.

Pharmaceutical company spending on marketing far exceeds that spent on research.

In Canada, $1.7 billion was spent in 2004 to market drugs to physicians; in the United
States, $21 billion was spent in 2002. In 2005 money spent on pharmaceutical marketing in
the US was estimated at $29.9 billion with one estimate as high as $57 billion. When the
US number are broken down 56% was free samples, 25% was detailing of physicians,
12.5% was direct to consumer advertising, 4% on hospital detailing, and 2% on journal ads.

To health care providers

Marketing to health care providers takes four main forms: gifting, detailing, drug samples,
and sponsoring continuing medical education (CME).[3] In Britain, Canada, New Zealand,
and the United States 80-90% of physicians see pharmaceutical representatives. [4] Of
statements made by pharmaceutical representatives 11% are false and of the false
statements all are in favour of the representatives drugs.[5] While very few physicians
consider themselves susceptible to detailing, 84% of them believed that their colleagues
are.[3]

Free samples

Free samples have been shown to affect physician prescribing behavior. Physicians with
access to free samples are more likely to prescribe brand name medication over equivalent
OTC medications.[3] Other studies found that free samples decreased the likelihood that
physicians would follow standard of care practices.[3]

Continuing medical education

Hours spent by physicians in industry-supported CME is greater than that from either
medical schools or professional societies.[3]

Pharmaceutical representatives

12
Currently, there are approximately 100,000 pharmaceutical sales reps in the United States
[7]
pursuing some 830,000 pharmaceutical prescribers. A pharmaceutical representative will
often try to see a given physician every few weeks. Representatives often have a call list of
about 200 physicians with 120 targets that should be visited in 1-2 week cycles.

Some pharmaceutical companies use additional information such as:

 profitability of a prescription (script),

 accessibility of the physician,

 tendency of the physician to use the pharmaceutical company's drugs,

 effect of managed care formularies on the ability of the physician to prescribe a

drug,

 the adoption sequence of the physician (that is, how readily the physician adopts
new drugs in place of older, established treatments), and

 the tendency of the physician to use a wide palette of drugs

 Influence that physicians have on their colleagues.

]

Physicians are perhaps the most important component in sales. They write the prescriptions
that determine which drugs will be used by people. Influencing the physician is the key to
pharmaceutical sales. Historically, this was done by a large pharmaceutical sales force. A
medium-sized pharmaceutical company might have a sales force of 1000 representatives.
[Citation needed]
the largest companies have tens of thousands of representatives around the
world. Sales representatives called upon physicians regularly, providing advertising and
free drug samples. This is still the approach today; however, economic pressures on the
industry are causing pharmaceutical companies to rethink the traditional sales process to
physicians.

Peer influence

 Key opinion leaders

Key opinion leaders (KOL), or "thought leaders", are respected individuals, such as
prominent medical school faculty, who influence physicians through their professional
status. Pharmaceutical companies generally engage key opinion leaders early in the drug
development process to provide advocacy and key marketing feedback. [9] Some
pharmaceutical companies identify key opinion leaders through direct inquiry of physicians
(primary research).

Alternatives to segmenting physicians purely on the basis of prescribing do exist, and

marketers can call upon strategic partners who specialize in delineating which

13
characteristics of true opinion leadership, a physician does or does not possess. Such
analyses can help guide marketers in how to optimize KOL engagements as bona fide
advisors to a brand, and can help shape clinical development and clinical data publication
plans for instance, ultimately advancing patient care.

 Colleagues

Physicians acquire information through informal contacts with their colleagues, including
social events, professional affiliations, common hospital affiliations, and common medical
school affiliations. Some pharmaceutical companies identify influential colleagues through
commercially available prescription writing and patient level data [10]. Doctor dinner
meetings are an effective way for physicians to acquire educational information from
respected peers. These meetings are sponsored by some pharmaceutical companies.

14
 INDUSTRY PROFILE

A RISING DRUG INDUSTRY

The pharmaceutical industry since 1870 has become gargantuan, but consumers cling
to a love-hate relationship with drugs for health

The Indian Pharmaceutical market is one of the fastest growing in the world.The rising Indian
market will achieve sales of close to 8 billion in 2009 and has enjoyed double digit growth in the
past five years, peaking at 25% in 2007.That sector’s growth in recent years has also driven by
India’s expanding middle class, with growing affordability and greater access to healthcare.India
currently accounts for over 5% of the Africa/Asia/Australia market and is ranked 14 th in the world
pharmaceuticals markets. The highly competitive market in India continues to be dominated by
Indian pharmaceutical companies, but remains fragmented with over 20,000 licensed
organisations. India’s pharmaceutical industry has strong potential for growth and will continue to
be an attractive sector for both domestic and foreign companies

The Indian Pharmaceutical Industry today is in the front rank of India’s science-based industries

with wide ranging capabilities in the complex field of drug manufacture and technology. A highly

organized sector, the Indian Pharma Industry is estimated to be worth $ 4.5 billion, growing at

about 8 to 9 percent annually. Globally the Indian pharmaceutical industry ranks 4th in terms of

volume (with an 8 per cent share in global sales), 13th in terms of value (with a share of 1 per cent

in global sales) and produces 20-24 per cent of the world’s generic drugs (in terms of value). India

is also one of the top five active pharmaceutical ingredients (API) producers (with a share of about

6.5 per cent). The sector today is in the front rank of India’s science-based industries with wide

ranging capabilities in the complex field of drug manufacturing and technology. Currently, there

are more than 2,400 registered pharmaceutical producers in India. There are 24,000 licensed

pharmaceutical companies. Of the 465 bulk drugs used in India, approximately 425 are

15
manufactured here

Mission:

 Ensure availability of drugs at reasonable prices as per provisions of the Drug Prices
Control Order 1995
 Develop Human Resources for Pharmaceutical Industry and Drug Research and
Development
 Formulate Scheme/ Project for promoting Public-Private Partnership for development
of pharmaceuticals Industry
 Formulate Scheme/ Project for promoting Pharma Brand India through International
Cooperation
 Formulate Scheme/ Project for promoting environmentally sustainable development
of Pharmaceutical Industry

Functions:

1) Drugs and Pharmaceuticals, excluding those specifically allotted to other departments.

2) Promotion and co-ordination of basic, applied and other research in areas related to the
Pharmaceuticals sector.
3) Development of infrastructure, manpower and skills for the Pharmaceuticals sector and
management of related information.
4) Education and training including high end research and grant of fellowships in India and
abroad, exchange of information and technical guidance on all matters relating to
pharmaceutical sector.
5) Promotion of public – private – partnership in pharmaceutical related areas.
6) International cooperation in pharmaceutical research, including work related to
international conferences in related areas in India and abroad.
7) Inter-sectoral coordination including coordination between organizations and institutes
under the Central and State Governments in areas related to the subjects entrusted to the
Department.
8) Technical support for dealing with national hazards in pharmaceutical sector.
9) All matters relating to National Pharmaceuticals Pricing Authority including related
functions of price control/monitoring.

16
10) All matters relating to National Institutes for Pharmacy Education and Research.
11) Planning, development and control of; and assistance to, all industries dealt with by the
Department.
12) Bengal Chemicals and Pharmaceuticals Limited.
13) Hindustan Antibiotics Limited.
14) Indian Drugs and Pharmaceuticals Limited.
15) Karnataka Antibiotics and Pharmaceuticals Limited.
16) Rajasthan Drugs and Pharmaceuticals Limited.

The Indian Pharmaceutical Industry today is in the front rank of India’s science-based

industries with wide ranging capabilities in the complex field of drug manufacture and

technology. A highly organized sector, the Indian Pharma Industry is estimated to be worth

$ 4.5 billion, growing at about 8 to 9 percent annually. Globally the Indian pharmaceutical

industry ranks 4th in terms of volume (with an 8 per cent share in global sales), 13th in

terms of value (with a share of 1 per cent in global sales) and produces 20-24 per cent of

the world’s generic drugs (in terms of value). India is also one of the top five active

pharmaceutical ingredients (API) producers (with a share of about 6.5 per cent). The sector

today is in the front rank of India’s science-based industries with wide ranging capabilities

in the complex field of drug manufacturing and technology. Currently, there are more than

2,400 registered pharmaceutical producers in India. There are 24,000 licensed

pharmaceutical companies. Of the 465 bulk drugs used in India, approximately 425 are

manufactured here

17
Industry

Big Pharma: Rise of the Giants

The trend since the 1980s has been for consolidation among pharmaceutical companies,
using a variety of means such as corporate takeovers and buyouts, and business
partnerships. This has given rise to very large firms. The combined revenues of
Novartis of Switzerland, Pfizer of the U.S., and Bayer in Germany are more than $150
billion.

Structure

Role of Pharmaceutical Industry in India GDP-Facts

 The Pharmaceutical Industry in India is one of the largest in the world

 It ranks 4th in the world, pertaining to the volume of sales

 The estimated worth of the Indian Pharmaceutical Industry is US$ 6 billion

 The growth rate of the industry is 13% per year

 Almost most 70% of the domestic demand for bulk drugs is catered by the Indian
Pharma Industry

 The Pharma Industry in India produces around 20% to 24% of the global generic
drugs

 The Indian Pharmaceutical Industry is one of the biggest producers of the active
pharmaceutical ingredients (API) in the international arena

 The Indian Pharma sector leads the science-based industries in the country

 The pharmaceutical sector has the capacity and technology pertaining to complex
drug manufacturing

18
  Around 40% of the total pharmaceutical produce is exported

 55% of the total exports constitute of formulations and the other 45% comprises of
bulk drugs

 The Indian Pharma Industry includes small scaled, medium scaled, large scaled
players, which totals nearly 300 different companies

 There are several other small units operating in the domestic sector

Pharmaceutical Industry in India-Growth

 As per the present growth rate, the Indian Pharma Industry is expected to be a US$
20 billion industry by the year 2015

 The Indian Pharmaceutical sector is also expected to be among the top ten Pharma
based markets in the world in the next ten years

 The national Pharma market would experience the rise in the sales of the patent
drugs

 The sales of the Indian Pharma Industry would worth US$ 43 billion within the next
decade

 With the large concentration of multinational pharmaceutical companies in India, it

becomes easier to attract foreign direct investments

 The Pharma industry in India is one of the major foreign direct investments
encouraging sectors

 Growth

The growth of pharmaceutical companies in the past 15 years has been generally

outstanding. Up until 2009, pharmaceutical companies were thought to be

recession-proof, often growing despite losses in other industries (such as the tech

19
 bubble and the dot.com bubble during the late 1990s and early 2000s). However, in

2009, IMS Health (a market analysis firm for health care) lowered its prediction of

growth in pharmaceutical sales to from 2.5 percent to 3.5 percent, down from 4.5

percent to 5.5 percent, possibly indicating that growth may slow in the coming years

 Crams

Role of Pharmaceutical Industry in India GDP-CRAMS

 The Indian Pharmaceutical Industry is one of fastest emerging international centre

for contract research and manufacturing services or CRAMS

 The main factors for the growth of the CRAMS is due to the international standard
quality and low cost

 The estimated value of the CRAMS market in 2006 was US$ 895 million

 Indian already has the biggest number of US Food and Drug Administration
(USFDA)

 standardized manufacturing units outside the territory of United States

 Around 50 more new manufacturing units are to be set up in accordance to the

USFDA and UK Medicines and Healthcare Regulatory Agency (MHRA) standards

 With all these development India is poised to become the biggest producer of drugs
in the world

 Some of the major domestic players in this sector are Paras Pharma, Bal Pharma,
Unijules Life Sciences, Flamingo Pharma, Venus Remedies, Surya Organics and
Chemicals, Centaur Pharma, Kemwell, Coral Labs

 The contract manufacturing market in India pertaining to the multinational

companies is expected to worth US$ 900 million by the year 2010

20
 India, currently the third largest active pharmaceutical ingredient (API) player after
China and Italy, is expected to be the second largest after China by 2010. According
to a report by the ‘Tata Strategic Management Group’, in the year 2007, API exports
from India was to the tune of $3.75 billion and is expected to reach $12.75 billion
by 2012

Imports of pharma products from China

S.N Year 2004- 2005- 2006- 2007- 2008-

o. 2005 2006 2007 2008 2009

1 Values 3809.1 5789.4 9009.2 7589.0 21756.

in Rs. 9 5 3 1 77
Lacs

2 Percent 51.99 55.61 -15.76 186.69

age
Growth

3 Total 13027 194913 29138 281855 42621

Import 7.3 .79 2.5 .98 8.9
of
Pharma
product

4 Percent 49.61 49.49 -3.27 51.22

age
Growth

5 Percent 2.92 2.97 3.09 2.69 5.1

age
Share
of
China

(Source: Parabolic Drugs Ltd)

21
Exports of pharma products to China

S. Year 2004- 2005- 2006- 2007- 2008-

No. 2005 2006 2007 2008 2009

1 Values 12322. 9347.6 12572. 9396.9 11263.2

in Rs. 17 6 22 1 4
Lacs

2 Percen -24.14 34.5 -25.26 19.86

tage
Growt
h

3 Total 92634 108212 143802 16711 233793

export 1.59 4.37 7.37 64.9 3.54
of
Pharm
a

4 Percen 16.82 32.89 16.21 39.9

tage
Growt
h

5 Percen 1.33 0.86 0.87 0.56 0.48

tage
Share
of
China

(Source: Parabolic Drugs Ltd)

22
 Industry Strengths:

During the current year 2009-10, Pharma was among the few sectors that managed to
expand its revenues despite global recession and financial crises.Strong domestic demand,
growing preference for generics worldwide and favourable rupee-dollar exchange rate
helped the Indian Pharmaceutical sector. Aggregate income of the drugs and
pharmaceuticals companies for the first two quarters of the current year grew by 13 per
cent and 7.8 percent respectively as compared to previous year. As per Centre for
Monitoring Indian Economy (CMIE) ,the estimated growth in aggregate income for the
next two quarters is 9.5 per cent and 10.2 percent respectively.

The Indian pharmaceuticals industry has grown from a mere US$ 0.32 billion turnover in
1980 to approximately US$ 21.26 billion in 2009-10.The country now ranks 3rd in terms of
volume of production (10% of global share) and 14th largest by value.

Growth of Indian Pharmacetical Industry from 2002-03 to 2008-09 are given in table
below:

Figures in Rs Crore
2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09
Domestic
30365 32575 34128 39989 45367 50946 55454
Market
Exports 12826 15213 17857 22216 24942 30760 38433
Imports 2865 2956 3139 4515 5867 6734 8552
Total
42326 47332 52029 62566 68442 78610 89335
Market Size

23
Source: Annual Report 2008-09, Department of Pharmaceuticals, Government of India

Exports

Export of drugs and pharmaceuticals from 2002-03 to 2009-10 (May, 09) are given in table
below:

Year Exports Growth %

2002-03 12826
2003-04 15213 18.61
2004-05 17857 17.38
2005-06 22216 24.41
2006-07 26895 21.06
2007-08 30760 14.37
2008-09 38433 24.94
April, 2009 3043 14.80
April 2009-Dec 2009 29551 -

Source: Directorate General of Commercial Intelligence and Statistics (DGCIS) Kolkata

The Domestic pharma sector has been expanding and has is estimated at US$ 11.72 billion
(Rs 55454 crore) in 2008-09 from US$ 6.88 billion (Rs 32575 crore) in 2003-04. Indian
exports are destined to various countries around the globe including highly regulated
markets of USA, Europe, Japan and Australia.

Export of domestic drugs and pharmaceuticals from 2003-04 to 2008-09 are given in table
below:

Domestic Indian market Growth Rate

S.No.
(figure in Rs crore) (%)

24
 2003-04 32575 7.28
2004-05 34128 4.77
2005-06 39989 17.17
2006-07 45367 13.45
2007-08 50946 12.30
2008-09 55454 8.85

Source: Annual Report 2009-10, Department of Pharmaceuticals, Government of India

Key Strengths of Pharma Sector

 Low cost of innovation/Manufacturing/Capex costs/expenditure to run a cGMP

compliance facility.

 Low cost scientific pool on shop floor leading to high quality documentation.

 Proven track record in design of high tech manufacturing facilities.

 Excellent regulatory compliance capabilities for operating these assets.

 Recent success track record in circumventing API/formulation patents.

 About 95% of the domestic requirement being met through domestic production.

 India is regarded as a high-quality and skilled producer in the world.

 The country has the distinction of providing quality healthcare at affordable prices.

Top 20 destinations of Indian Pharma products during 2008-09

S. No. Importing country 2008-09 (figure in Rs Crore)

1 USA 7103.27
2 Russia 1519.20
3 Germany 1441.87
4 Austria 1417.15
5 UK 1233.09
6 South Africa 1126.75
7 Canada 1090.43

25
 8 Brazil 1018.89
9 Nigeria 1001.74

10 Ukraine 687.22

11 Israel 686.22
12 Netherlands 669.98
13 Spain 620.02
14 Turkey 614.20
15 China 561.53
16 Kenya 543.86
17 Vietnam 536.62
18 Belgium 520.90
19 Italy 57.85
20 Mexico 501.54

Source: Directorate General of Commercial Intelligence and Statistics (DGCIS) Kolkata

Research and Development

India is the world’s fourth largest producer of pharmaceuticals by volume, accounting for
around 8% of global production. In value terms, production accounts for around 1.5% of
the world total. The Indian pharmaceutical industry directly employs around 500,000
people and is highly fragmented. While there are around 270 large R&D based
pharmaceutical companies in India, including multinationals, government-owned and
private companies, there are also around 5,600 smaller licensed generics manufacturers,
although in reality only around 3,000 companies are involved in pharmaceutical
production. The advent of pharmaceutical product patent recognition in January 2005
changed the ground rules for Indian companies.

The dynamics of the domestic Indian market have always encouraged Indian industry to
pursue overseas lines of business. Expansion comes at a cost and some companies have had
to restructure. In June 2009, Wockhardt divested its German business, esparma and more
recently, in March 2010, Orchid sold its generic injectable formulations business to Hospira
but came out of the deal with a long term supply agreement for its APIs.

26
.

Contract Manufacturing

Many global pharmaceutical majors are looking to outsource manufacturing from Indian
companies, which enjoy much lower costs (both capital and recurring) than their western
counterparts. Many Indian companies have made their plants cGMP compliant and India is
also having the largest number of USFDA-approved plants outs

Major Pharmaceutical Public Sector Undertakings

 Indian Drugs & Pharmaceuticals Limited (IDPL)

 Hindustan Antibiotics Limited (HAL)

 Bengal Chemicals & Pharmaceuticals Limited (BCPL)

 Rajasthan Drugs and Pharmaceuticals Ltd. (RDPL)

 Karnataka Antibiotics & Pharmaceuticals Ltd. (KAPL)

Major Pharmaceuticals Industries in India

 Aurobindo Pharma Ltd

 Aventis Pharma Ltd

 Cadila Pharmaceuticals Ltd

27
 Cipla Ltd

 Dabur Pharma Ltd

 Dey's Medical Stores Mfg. Ltd

 Dr. Reddy's Laboratories Ltd

 Elder Pharmaceuticals Ltd

 Glenmark Pharmaceuticals Ltd

 Glaxo SmithKline Pharmaceuticals Ltd

 Lupin Ltd

 Merck Ltd, India

 Piramal Health Care

 Novartis India

 Pfizer Ltd

 Ranbaxy Laboratories Ltd

 Wockhardt Limited

 Wyeth Laboratories Ltd

ADVANTAGE IN INDIA

28
The Indian Pharmaceutical Industry, particularly, has been the front runner in a wide
range of specialties involving complex drugs' manufacture, development and
technology. With the advantage of being a highly organised sector, the
pharmaceutical companies in India are growing at the rate of $ 4.5 billion,
registering further growth of 8 - 9 % annually. We have the rare distinction of
producing simple headache pills to sophisticated antibiotics and complex cardiac
compounds in-house.

More than 20,000 registered units are fragmented across the country and reports say
that 250 leading Indian pharmaceutical companies control 70% of the market share
with stark price competition and government price regulations.

 Indian advantage in the pharmaceutical industry can be summarized as

• Skilled and efficient workforce:

High managerial and technical expertise, adequately qualified and English-educated
professionals make it a work force to reckon with knowledge.

• Cost-effective chemical synthesis:

Due to its improved and excellent cost-beneficial chemical synthesis for various
drug molecules, Indian pharmaceutical companies are able to provide wide variety
of bulk drugs and export sophisticated bulk drugs

• Hassle-free legal and financial framework:

With a strong legal and financial support, this industry has flourished progressively
over the years

• Information and technology:

It has a good network of world-class educational institutions and established
strengths in Information Technology enabling further growth of the pharmaceutical
industry

• Globalisation:
A free and open market economy provides for a continuously growing industry

• Consolidation:
The international pharmaceutical industry is finding great opportunities in India due
to the introduction of the process of consolidation, which has become a generalised
phenomenon in the world pharmaceutical industry

29
 The market’s potential

Globally, pharmaceutical manufacturing and R&D outsourcing services are

estimated to be worth $32 billion and are set to grow to a whopping $64 billion by
2010. Contract manufacturing is still a nascent industry in India with deals worth
$100 million till date. It is a very big opportunity for Indian pharma, expected to
generate $2.5 billion in revenue in 2010

As per a report by Ernst & Young, Unveiling India’s pharmaceutical future, India’s
contract research market is growing at an estimated 20 to 25 percent annually. It was
estimated that the market reached $100 million in 2004, growing to between $250
million and $300 million by 2010.

The report “Pharmaceutical Market Trends, 2008 - 2012”, available at

http://tinyurl.com/5rcpd5 provides a detailed trend analysis and four-year forecast of the
global pharmaceutical market. In order to help inform pharmaceutical decision-making,
particularly in the areas of corporate planning, portfolio management and market
forecasting, it presents a series of market forecasts and growth opportunities.

It reports that, in 2007, the global pharmaceutical market grew to US$712 billion at a
compound annual growth rate (CAGR) of 10% between 1999 and 2007. Year-on-year the
global pharmaceutical market increased to 10.7% in 2007, largely as a result of strong sales
for new innovative products and high market growth in emerging pharmaceutical markets
such as China.

With consistent and up-to-date data and analysis providing a single-point reference for
understanding key pharmaceutical market trends in 2008, key findings of the 142-page
report include:
• The global pharmaceutical market is forecast to grow to $929 billion in 2012, an
equivalent CAGR of 5.5% over the next five years.
• In 2007 the leading therapy areas by sales were CNS with 16.5% share and
cardiovascular with per cent.
• Four of the top 10 products in 2007 are forecast to increase sales over the next five
years.
• The US retail pharmaceutical market grew to $206 billion, however growth rates fell due
to loss of patent protection on some blockbusters
• France, Germany and the UK together accounted for almost 50% of all European
pharmaceutical sales in 2007.
• The top 100 blockbuster drugs generated sales of $252.5 billion, accounting for 35.5%
of the total pharmaceutical market.

30
• The leading blockbuster by increased sales revenues in 2007 was the blood agent
product Plavix, marketed by Sanofi-Aventis and Bristol-Myers Squibb.
• There were a total of 61 companies generating pharmaceutical sales in excess of $1
billion in 2007

The report includes a comprehensive market trends for key countries, regions, therapy
areas, products and companies as well as country profiles for leading pharma markets with
market segment trends and five-year forecasts. Furthermore, it offers therapy area profiles
for leading therapeutic classes and key products and 2010 sales forecasts and detailed
profiles of 10 leading pharmaceutical products in 2007, including five year future sales
forecasts.

Domestic pharma market (Rs bn) By World Pharma Market Update March 25, 2010

World Pharma Market Update

US market – slowdown witnessed

According to the data from IMS Health Retail Drug Monitor for December
2008, drug sales through retail pharmacies in 13 key markets increased by 3%
— From US$429bn for 12 months ending January 2008 to US$440bn for 12
Months ending December 2008 (Rs21, 643bn to Rs22, 198bn). Growth rate
During CY07 was 5%, indicating that the growth rate of global market has
Declined during the current year. With the recent global meltdown, the US
And EU pharma markets are likely to move towards generics. Moreover, the
Japanese generic market has also opened up recently. These developments
Are likely to benefit the Indian generic manufacturers.

The US market – slowdown evident

� The US pharmaceutical market which constitutes around 47% of the

Global market, grew by a meagre 1% — from US$206.5bn to US$208.6bn
(Rs10, 418bn to Rs10, 524bn), indicating a major slowdown in the US
Pharma market.

31
� The Canadian pharmaceutical market, much smaller in size as compared
To the US market, grew by 7% — from US$15.5bn to US$16.6bn (Rs782bn
To Rs837bn).

The top five companies govern 22% of the domestic pharma market. Cipla
Has the highest growth rate of 13.4% amongst the top five domestic pharma

As per ORG data, the domestic pharma market (MAT) in January 2009 was

Placed at Rs345bn and grew by 9.9%...

Table No:1

Market size (MAT) Rs YoY gr.

Month Bn (%)
April’0
8 324 14.7
May’08 326 14.1
June’08 328 13.7
July’08 331 13.2
Aug’08 332 12.4
Sept’08 336 12.8
Oct’08 336 10.6
Nov’08 338 10.3
Dec’08 341 9.8
Jan’09 345 9.9
{Source: ORG IMS MAT data-April 2009}

Graph No:1

32
Interpretation:

As seen from the above table, the domestic pharma market growth

rate improved by 10bps - from 9.8% in December 2008 to 9.9% in January 2009. The

growth rate has slowed down from 14.7% in April 2008 to 9.9% in January 2009. Notably,

the growth rate for January 2009 month was 14.5%, indicating that the domestic pharma

market is regaining strength. The MAT growth rate for CY08 was placed at 9.8%.

However, the growth rate of 9.8% for CY08 is still good considering the global meltdown,

high inflation, slowdown of industrial production, liquidity issues etc.

33
  Top five domestic pharma companies

The performances of top five domestic pharma companies are shown in the

Following table:

Performance of top five domestic pharma companies (Rs bn)

Table No: 2

Market Share Growth Rate

Company MAT (%) (%)
Pharma market 344.9 100 9.9
Cipla 18.4 5.3 13.4
Ranbaxy Labs 17.3 5 11.5
Glaxo Smith
Kline 14.9 4.3 -1.2
Piramal
Healthcare 13.6 3.9 11.7
Zydus Cadila 12.4 3.6 6.8
Top 5 total 76.6 22.1 NA
{Source: Secondary Data {ORG-MAT}

Graph No: 2

The top five companies govern 22% of the domestic pharma market. Cipla

34
Has the highest growth rate of 13.4% amongst the top five domestic pharma companies.

Purchase
Company
Core business of target price, bln.
acquired*
USD
Prescription pharmaceutical
products, consumer healthcare
Pharmacia $56.0
products and animal healthcare
Pfizer products
Esperion Biopharmaceutical company
$1.3
Therapeutics with no approved products
Treatment of cardiac and
Guidant $25.4
vascular disease
Non-prescription
Consumer
pharmaceutical products
Pharmaceuticals
(former JV of J&J and Merck)
Johnson & R&D in synthesis of DNA
Johnson Egea sequences, gene assembly and $0.6
Biosciences construction of large synthetic
gene libraries

Biapharm SAS Skin care products

Micomed Spinal implants

Development of novel
Aton Pharma treatments for cancer and other $0.1
Merck diseases
R&D, manufacturing and sales
Banyu
of drugs for cardiovascular $1.5
Pharmaceutical
diseases and antibiotics
Bristol-
Materials for Wound Therapies
Myers Acordis $0.2
products
Squibb

35
 Applied Treatment of non-Hodgkin's
Eli Lilly Molecular lymphoma and rheumatoid $0.4
Evolution arthritis
Advanced diabetes
TheraSense
Abbott management technology
$2.3
i-Stat Diagnostic testing

Spine Next SA Spine-care business

Source: Annual Reports of the companies

36
  Segments Of The Pharmaceutical Industry

The Segments falling under this Pharmaceutical industry are as follows:

1. Vaccines

2. Therapeutics

3. Diagnostics.

Breakup of Pharma Industry

Table No: 3

Segments Percent
Vaccines 47
Therapeutic

s 17
Diagnostics 14
Others 22
(Source: Secondary data)

Graph No: 3

37
 Interpretation:

The Vaccine Bussiness accounts for the largest share of the pie in the Pharma

sector.Hepatatis B vaccine garners a major chunk of the vaccins market with India being

the largest producer of the same in the world today. With over 10 brands of this vaccine, the

market is recording a growth rate of 20% and revenues over $22 million. Another major

area of opportunity is the recombinant therapeutic market as only one-fourth of the

products available globally are available in India.The Insulin market in this segment is

highly competitive. Other Segments includes products like Growth hormones,Granulocytes

Stimulating Factor ,Follicle Stimulating Factor,Blood Factor VIII ,Tissue plasmogen

Activator and other.The Indian Diagnostic market comprises of reagents and kits are import

driven to a large extent. India currently has over 11,500 hospitals and14,000 diagnostic

laboratories that constitute this segment,s customers.

38
COMPANY PROFILE

39
History Of The Company. Themis Medicare (TML) incorporated in 1969, is engaged in

manufacturing of Active Pharmaceutical Ingredients (APIs) and Formulations. Erstwhile

known as Themis Chemical the company is promoted by Mr. Shantibhai D. Patel. It is joint

venture with Gedeon Richter, Hungary.

Mission Of The Company

‘Innovation in health Care’:

“Vision Of The Company

“Therapeutic Segment Of The Company

Sales Market
Current Change 52-Week
Company (Rs. P/E Ratio Cap.(Rs.
Price (%) High/Low
Million) Million)

Sun Pharma 38615.50 1784.65 -0.21 33.68 370406.95 1846/1122

Cipla 53595.20 310.40 1.90 22.29 244569.85 363/251

Dr Reddy's 44698.00 1326.05 -1.04 26.26 226653.31 1515/696

Ranbaxy Labs. 47802.86 492.60 3.59 12.94 200089.64 538/295

GlaxoSmithKline 18707.67 2015.90 1.77 30.58 167775.50 2271/1385

40
Phar

Lapin 36400.90 1855.25 2.85 25.65 160744.78 1985/950

Cadila Healthcare 24233.00 623.00 0.65 21.87 126729.10 681/278

Piramal
26509.40 493.95 -1.23 23.97 104527.47 600/315
Healthcare

Divi'S Lab 9292.83 746.05 -0.19 26.66 99060.48 798/475

Glenmark Pharma 8545.59 282.10 2.01 40.57 74661.99 304/202

Biocon 11630.83 350.85 -0.65 25.86 70630.00 355/212

Aurobindo Pharma 27948.30 1080.00 0.83 13.53 62364.02 1085/653

Jubilant Life 24285.34 331.55 -0.63 17.76 52976.87 413/210

TorrentPh 14489.56 542.05 0.31 16.85 45723.98 600/215

Aventis Pharma 9744.06 1833.35 0.09 28.44 42184.04 2059/1295

Ipca Laboratories 15812.20 287.10 1.84 17.81 35301.68 325/120

Pfizer 8310.44 1160.00 1.21 23.81 34201.27 1310/780

Matrix
15021.32 209.35 0.00 18.90 32729.53 211/209
Laboratories

Astrazeneca
3965.06 1211.10 -0.63 67.73 30468.75 1448/791
Pharma

Ster.Biot 14381.73 108.10 1.36 11.22 26683.46 123/90

Fresenius Kabi
4112.81 155.85 -1.92 33.00 25142.37 194/69
Oncol

Wockhardt 15038.91 246.30 9.98 0.00 24508.17 224/115

Novartis 6241.03 658.75 -0.02 18.19 21057.37 699/436

41
SunPhaAdv 344.07 98.10 1.45 0.00 20028.16 105/66

Strides Arcolab 7694.42 442.05 0.73 94.06 19172.98 467/144

Wyeth 2863.60 825.00 1.41 31.33 18483.90 900/569

Dishman Pharma 3526.09 206.15 0.05 24.72 16627.64 275/191

FDC 6519.84 88.45 2.85 11.04 16019.95 103/40

Abbott India 7945.57 1154.65 -0.33 21.97 15842.77 1264/505

Unichem Lab 6568.67 430.00 0.87 11.43 15385.85 507/203

Orchid Chemicals 22651.38 193.00 -1.48 3.61 13799.60 239/102

Plethico Pharma 4709.16 404.70 1.59 18.82 13570.46 450/180

Solvay Pharma 2417.26 2677.50 0.61 27.84 13438.28 3600/740

Panacea Biotec 7734.17 188.40 1.26 12.49 12436.09 248/128

Merck 4731.10 723.50 2.38 14.89 11730.78 830/386

JB Chem &
6700.65 111.05 6.27 8.12 8819.40 107/46
Pharma

Shilpa Medicare 1359.55 354.35 -1.01 16.02 7883.55 379/98

Alembic 10215.13 58.35 -0.43 27.13 7824.03 64/40

Elder Pharma 6200.22 408.30 -0.07 12.27 7705.17 423/246

Nectar
7279.68 33.25 1.22 8.45 7366.97 44/19
Lifesciences

Natco Pharma 2696.92 221.75 5.65 11.81 5908.26 222/91

Indoco Remedies 3982.85 416.50 -0.88 12.90 5162.88 523/183

42
Parenteral Drugs 2260.74 250.10 -0.08 16.81 4855.85 280/95

Piramal Life
47.40 159.10 -3.05 0.00 4176.56 170/69
Science

Fulford India 1947.00 1054.40 0.08 29.28 4109.04 1273/551

Shasun Pharma 5473.50 83.00 0.00 25.42 4029.23 97/22

Bliss GVS 1688.75 39.00 0.00 8.99 4022.72 51/25

Twilight Litaka
3704.43 176.75 -1.81 9.88 3830.63 190/43
Phar

Parabolic Drugs 3949.18 57.35 -1.88 9.78 3617.59 79/53

Suven Life
1293.12 28.95 0.87 40.48 3344.59 37/22
Sciences

Morepen Labs 1641.04 7.00 -0.57 0.00 3166.78 11/6

Surya Pharma 7229.24 228.75 6.35 3.62 3112.14 223/89

Zenotech Lab. 60.23 85.10 -3.57 0.00 3038.01 139/84

Jupiter Bioscience 1839.43 105.80 4.65 8.82 3013.64 108/68

TTK Healthcare 2521.99 375.60 -1.42 28.21 2958.84 435/164

Sequent Scientific 1060.62 126.10 3.74 14.26 2666.22 164/58

Ajanta Pharma 3816.69 233.70 3.59 8.48 2641.44 237/87

Zandu Realty 0.00 3134.65 0.43 180.94 2516.86 12800/2513

Ankur Drugs 9653.21 124.50 -1.31 2.98 2439.94 251/111

IndSwiLab 5834.95 93.35 6.87 3.95 2432.91 88/47

Venus Remedies 2640.94 275.10 -0.47 5.73 2347.18 312/191

43
Amrutanjan
897.70 730.80 -0.24 23.93 2219.63 1345/358
Health

Alchemist 3864.66 178.60 -0.06 12.06 2188.15 216/103

Vivimed Labs 1514.89 209.65 -1.34 11.65 2117.54 235/83

SMS Pharma 2445.92 202.10 0.47 68.87 2014.56 215/130

Themis Medicare 2123.06 237.75 -0.36 10.13 1920.85 301/108

Granules India 2538.74 94.40 0.53 10.96 1883.37 115/72

Sharon Bio-
4197.91 163.15 -4.56 9.49 1804.70 180/61
Medicine

Phaarmasia 111.00 253.00 -4.99 744.49 1727.22 344/253

Aarti Drugs 4714.17 140.20 -1.51 6.96 1723.65 149/64

Kopran 1186.42 42.55 3.91 15.79 1599.20 46/14

RPG Life Sciences 1585.53 110.65 7.01 14.54 1558.12 108/34

Anuh Pharma 1205.13 551.70 -1.01 12.32 1551.66 689/268

Kilitch Drugs 1290.12 111.15 -2.71 12.73 1508.34 157/61

IndSwiLtd 5870.55 39.50 5.05 4.06 1471.45 38/24

Marksans Pharma 1995.30 4.04 1.00 29.73 1471.23 7/4

Anu's Labs 1597.09 5.93 16.27 5.61 1231.75 13/5

Wanbury 3505.26 82.55 1.79 4.55 1191.30 92/60

Bharat
71.08 23.55 -4.66 0.00 1066.55 29/17
Immunological

DIL 17.68 451.70 1.35 11.13 1022.08 490/195

44
Hiran Orgochem 2029.63 10.39 3.28 13.29 992.49 13/8

Ambal Sarabhai 625.10 11.61 1.40 4.74 877.45 16/10

Hester Biosciences 375.32 160.00 3.83 13.19 799.96 172/76

Albert David 2029.58 129.60 -1.48 7.52 750.78 145/70

Syncom
668.51 41.25 -0.84 19.65 728.00 162/35
Healthcare

Bafna Pharma 744.01 44.55 -1.33 24.14 721.56 55/19

Jagsonpal Pharma 1361.98 26.25 1.94 6.20 674.60 27/15

Ahlcon Parenterals 378.30 90.05 -0.55 7.63 651.97 98/35

Smruthi Organics 1264.97 168.75 -0.41 8.65 646.52 175/41

Syncom
575.64 35.95 -1.91 10.04 635.30 45/17
Formulations

Lyka Labs 1520.75 29.05 -0.68 20.48 631.22 41/23

Gufic Biosciences 515.76 6.90 -1.43 40.80 541.45 11/5

Kerala Ayurveda 179.85 50.90 -0.29 0.00 538.87 66/38

Neuland Lab. 2784.21 100.15 0.50 0.00 537.76 155/85

Arvind Remedies 2977.71 2.08 1.46 4.19 533.10 3/2

Adinath Bio-Lab 218.18 2.36 0.85 26.71 516.54 6/2

Elder Healthcare 508.08 153.00 20.00 0.00 510.00 128/34

Lincoln Pharma 1140.18 39.40 4.65 7.05 425.85 40/21

Celestial Biolabs 192.51 33.95 0.74 0.00 397.09 45/21

Coral Labnnnl, 344.73 103.45 -2.54 7.53 379.23 146/40

45
kyg

Sales Sales
Product Name Year Month % of STO
Quantity Value(Rs.Million)

Bulk Drug 2009 03 550.79 1599.52 77.63

Tablets 2009 03 1396.93 254.54 12.35

Injections 2009 03 28889.89 116.96 5.68

Injections 2009 03 86368.21 74.82 3.63

Syrups 2009 03 123351.22 12.00 0.58

Others 2009 03 265509.90 2.53 0.12

Bulk Drug - Traded 2009 03 0.00 0.00 0.00

Tablets - Traded 2009 03 0.00 0.00 0.00

Injections - Traded 2009 03 0.00 0.00 0.00

Injections - Traded 2009 03 0.00 0.00 0.00

Syrups - Traded 2009 03 0.00 0.00 0.00

Drug Intermediates 2009 03 0.00 0.00 0.00

46
OURODUCTS RANGE
 Marketing Hierarchy
Following is the hierarchy of Marketing Department

General Manager - Marketing

 Turnover Of The Company: Marketing Manager

1. The total turnover of the Company for the year 2007-2008 was Rs 116crores
Asst. Marketing
& the turnover for the year 2008-2009 is Rs 140Manager
crors.As compared to the

previous year, the value growth of the company is 20%

Group Product Manager

2. The market share of the Company is 2%

3. Meyer’s organic Pvt Ltd ranks 57Sr.

theProduct
amongstManager
the pharmaceutical companies

in India

 Meyer’s Product’s in Top Ten Ranking

Product Manager

Product MAT Rs Sale

Executive Rs Growth

Brand Rank (Cr) %

Calcimax 2nd 25 17

Menopace -ISO 1st 3.75 191.58

Calcimax Plus(suspension) 3rd 7 3.2

Jointace -DN 5th 5 43.33

Ugesic 2nd 6.4 36.11

47
 Reeshape 2nd 5 535.61

Cefdicare 4th 0.9 999

Liveril Forte 6th 2.4 46

Liveril 7th 2.2 70

 Meyer’s-Zonal Spread & Growth

Table No:1

%Contibutio %Growt

Zone n h
All India 100% 20%
North Zone 21% 20%
South Zone 33% 13%
West Zone 30% 15%
East Zone 15% 22%
Source : Secondary Data{ORG-MAT}

Graph No:1

48
 PRODUCT PROFILE
Source:

1. Traditional Japanese food known as ‘NATTO ’is the richest source of

vitamin k 2-7.Natto is made from fermented soybeans. Natto contains 1103

micrograms of vitamin k 2-7/100grams

2. Goose liver paste contains 369 micrograms of vitamin k 2-7/100grams
3. Hard cheeses contains 76.3 micrograms of vitamin k 2-7/100grams
4. Meat ,dairy product & eggs

Functions:

1. Prevention of Osteoporosis

2. Prevention of Arterial calcification

3. Prevention of Liver Cancer

4. Blood coagulation

49
Dose:

1.The dose recommended on an average which is safe for ingestion is

45microgram – 150microgram.in a day.

2. Those taking anticoagulants should consult their physician before

3. Children below the age of 18yrs should consult their physician before

Use

4. Pregnant & nursing mothers should avoid taking this product at levels

Higher than the RDA (65mcg) unless specifically recommended and monitored

by their physician

Features:

1. Vitamin k 2-7 is bioavailable & has a greater bioactivity

2. Vitamin k 2-7 has half life of 3 days which results in more stable blood level

& significantly

greater accumulation in the blood.

3. Most fat soluble form of vitamin k, greater than vitamin k 1
4. Vitamin k 2-7 has 10 times more absorption rate than other vitamin k form,

not bound to fiber like vitamin k 1

5. Non-animal sourced & suitable for vegetarians / vegans
6. Vitamin k2-7 has less interactio0ns with medicines such as Coumadin. It is

not likely not interact negatively with blood-thinning medication(warfarin) at

45 mcg/day
7. Vitamin k 2-7 occurs with a good bacteria which can create probiotics in the

gastrointestinal system

50
8. Longer residual time in the body
9. It is non-toxic

51
OBJECTIVE OF THE STUDY

52
OBJECTIVES OF THE STUDY

1. To study the factors influencing prescription behaviour of Physicians

2. To analyze the factors which help in brand recalling

3. To find out the sources of information for updating their knowledge

53
RESEARCH METHODOLOGY

54
 RESEARCH AND METHODOLOGY

Research in common parlance refers to a search of knowledge.

Redman and Moray define research as a “systematized effort to gain new knowledge”

According to Clifford Woody research comprises defining & redefining problems,

formulating hypothesis or suggested solutions,collecting,organizing &evaluating data,

making deductions and reaching conclusion & last carefully testing the conclusion to

determine whether they fit the formulating hypothesis.

For this project Research Methodology used is as follows

Research Design:

In this research, exploratory research design is been used to clarify

concepts and find out causes of the problem. The major emphasize in such studies on

discovery of ideas & insight.

Data Collection:

For the purpose of achieving the objectives of project data collection is

an important task. The primary data collected in this project is through the questionnaire

prepared for the same. With the help of this Questionnaire, the Anaesthesias & Intensives

were interviewed.

1.Primary Glean (Way):

 Organization Prospectus

 Questionnairre

55
 2. Secondary Glean (Way):

 Internet

Sample Design:

The sampling design used is Probabilistic , wherein every member in

universe has an equal chance of being included/excluded in it.It is also known as random

sampling which refers to the arranged and pre-determined method of selection..

Sample Technique:

Probabilistic stratified sampling technique. This is because 50

Doctor’s were approached amongst which 53 were intensives and 101 were anaesthesias

with the Company’s Medical representative. The main characteristics of stratified sampling

is that the sampling population is divided into several sub-population that are individually

homogeneous and then we select items from each stratum..

Sampling Size:

154 out of which 53 were intensives & 101 were anaesthesians speciality

56
SCOPE OF THE STUDY

57
 SCOPE OF THE STUDY

Dexmedetomidine, an imidazole compound, is the pharmacologically active

dextroisomer of medetomidine that displays specific and selective α 2-adrenergic receptor

agonism.

For Anaesthesians.

1. Reduces requirement of inducing agent by 45% like Thiopental.

2. Reduces opiod requirement like Morphine,Fentanyl by 92%.

3. Reduces requirement of Isoflurane,Ceoflurane by 60-70%.

4. Thus causes faster recovery and offset and onset is faster and saves valuable time of

doctors.

For Intensives

1.It does not cause respiratory depression.

2. It causes arousable sedation.

3. It reduces the requirement of Fentanyl.

4. Thus extubation and the weaning time is faster as compared to Midazolam.

Thus this project was undertaken & survey was carried out amongst the

Anaesthesians & Intensives to make them aware about the benefits of the molecule & also

to understand their perception for the same.

58
59
LIMITATIONS

60
 LIMITATIONS

1. The research was carried with the stipulated Doctor’s of every zone.

2. The doctor’s used to refuse the calls in case of higher number of patients or any

Emergency occurred.

3. The survey was carried out in the stipulated area because the wider areas couldn’t be

Cover as it was the hard core field work.

4. The survey was carried in a stipulated time i.e. 2 month.

61
THEORETICAL BACKGROUND

62
 THEORETICAL BACKGROUND

As a part of curriculum for the subject marketing strategies this project is

undertaken to enhance the understanding the scope & potential of new product in a market.

Launching a product is an exciting adventure since it gives us the complete responsibility

and freedom to come up with a product which is unique, fresh and also workable i.e.

practical.

Planning, development and introduction of new products is always associated with

uncertainty. Specific knowledge regarding potential target consumers and their probable

spending on the new product provides you with more certainty concerning the market

success of new product developments.

Market potential describes the maximum capacity of a defined market for a specific

product / a service within a defined time period. In this context market refers to the total of

all potential consumers with a certain need or desire who are willing or able to satisfy this

need or this desire through the purchase of products / services. The sales potential can then

be derived from the results of the market potential analysis. Market potential consists of the

upper limit of total demand which would theoretically be converged on at (infinite) rise of

marketing expenditures of all relevant providers

 Applications

Market potential analyses are especially used for growth or unsaturated markets for which

“market size” cannot simply be estimated through the actual market volume. Market

potential analysis offers decision support for specific questions for which such as:

1.Exploration of potential (target) markets

2.Evaluation of ideas (screening)

63
3.Determination of company locations

4.Designation of sales areas

 Market Potential Analysis Procedure

1. Specification of model assumptions: Development of assumptions regarding the cause

effective relationships between factors used

2. Data collection: Analyses of secondary information or specially conducted survey

3. Specification of the number of consumers: Often from secondary statistical sources

4. Estimation of purchasing rates: Determination of average consumer spending through

random sample analysis

5.Calculation ofmarket potential: Multiplication of specified number of potential

consumers with determined average purchasing rates.

Thus accordingly Due to the innovative technologies,

Research & Development the qualities of the drugs are hiked & they have been proven

highly effective. Rising research and development (R&D) expenditures by pharmaceutical

companies are, in part, a consequence of changing industry structure. The role of

intellectual property rights in the development of, and access to, new pharmaceuticals has

hiked the potential of pharma market.

64
DATA ANALYSIS
AND
INTERPRETATION

65
 DATA ANALYSIS & INTERPRETATION

1. Promotional tool flexible and valuable for physicians.

Anaesthetics:101
Intensives:53

Option Anaesthetics Percentage

CME 10 9.90
Visual Aid 38 37.62
Monograph 14 13.86
Dose Titration 20
Chart 19.80
International 10
journals 9.90
Free sample of 9
drug 8.91
Total 101 100%

Option Intensives Percentage

CME 9 16.98
Visual Aid 10 18.87
Monograph 12 22.64
Dose Titration 6
Chart 11.32
International 9
journals 16.98
Free sample of 7
drug 13.21
Total 53 100

66
Source: Survey)

Graph No: 1

Interpretation

As per the survey carried & data analysed for the question,it is found that

37.62% of anaesthetics and 22.64% of intensives found the visual aid as the most flexible

and valuable promotional tool and 8.91% 0f anaesthetics 13.21% of intensives found free

sample of drug to be flexible and valuable.

2.Preference of Dexem over other sedative hypnotics

Table no:2

67
 Option Anaesthetics Percentage
Yes 53 52.48
No 48 47.52
Total 101 100

Anaesthetics

Yes; 53; 26.24% Yes

Total; 101; 50.00% No
Total
No; 48; 23.76%

(Source: Survey)

Graph no:2

Option Anaesthetic Percentage

Yes s
33 62.26
No 20 37.74
Total 53 100

68
 Anaesthetics
Yes
Yes; 33; 31.13%
No
Total; 53; 50.00%
Total
No; 20; 18.87%

Interpretation:

As per the survey carried & data analysed for the question ,it is

interpreted that 52.48% of anaesthetics and 62.26% of intensives prefer dexem over other

sedative hypnotics and 47.52% of anesthetics and 37.74% of intensives do not prefer

dexem

3.Do you agree with the statement that it do not cause respiratory depresssion

Table No:3

Option Anaesthetics Percentage

Yes 62 61.39
No 39 38.61
Total 101 100

69
 Option Anaesthetic Percentag
s e
Yes 35 66.04
No 18 33.96
Total 53 100

Anaesthetics

Yes; 35; 33.02% Yes

Total; 53; 50.00% No
Total
No; 18; 16.98%

(Source: Survey)

Graph No:3

70
Interpretation:

As per the survey carried & data analysed,61.39% of anaesthetics and

66.04% of intensives feel that dexem do not cause respiratory depression while 38.61% of

anaesthetics and 33.96% of intensives do not agree with this statement.

4.Sedative used in Intensive care

Table No:4

An Per
aest cen
heti tag
Options cs e
53.
Propofol 54 47
9.9
Midazolam 10 0
27.
Dexem 28 72
8.9
Clonidine 9 1
10
Total 101 0

71
 Anaesthetics
Percentage

l m m e l
fo la xe in ta
o
De id To
op zo
on
Pr id
a
Cl
M
(Source: Survey)

Options Intensives Percentage

Propofol 19 35.85
Midazola
m 11 20.75
Dexem 20 37.74
Clonidine 3 5.66
Total 53 100

Graph No: 4

Interpretation:

72
 As per the survey carried & data analysed for the question,it is inter

preted that 53.46% of anaesthetics are in favour of propofol to be used in intensive care and

37.74% of intensives are in favour of dexem to be used in intensive care while 8.91% of

anaesthetics and 5.99% of intensives feel that clonidine is used in intensive care.

5.Sedative causing arousable sedation

Table No:5

Anaestheti Percentag
Options cs e
Propofol 16 15.84
Midazola
m 9 8.91
Dexem 71 70.30
Clonidine 5 4.95
Total 101 100

Intensiv Percenta
Options es ge
Propofol 9 16.98
Midazola
m 10 18.87
Dexem 29 54.72
Clonidin
e 5 9.43
Total 53 100
(Source:Survey)

Graph No:5

Interpretation:

73
 As per the survey carried & data analysed for the question, it is

interpreted that 70.30% of anaesthetics and54.72% of intensives feel that dexem causes

arousable sedation while 4.95% of anaesthetics and 9.43% of intensives are of the view that

clonidine causes arousable sedation.

6.Sedative which has less ICU length of stay

Table No:6

Anaesthetic Percentag
Options s e
Propofol 3 2.97
Midazola
m 4 3.96
Dexem 65 64.36
Clonidine 29 28.71
Total 101 100

Percentage
Anaesthetics

Percentag
Options Intensives e
Propofol 8 7.92
Midazola 5 4.95

74
 m
Dexem 31 30.69
Clonidine 9 8.91
Total 101 100

Percentage
Intensives

(Source:Survey)

Graph No:6

Interpretation:

As per the survey carried & the data analysed for the question, it is

interpreted that 64.36% of anaesthetics and 30.69% of intensives are of the view that

dexem has less ICU length of stay while 3.96% of anaesthetics and 4.95% of intensives feel

that midazolam has less ICU length of stay.

7.Faster weaning process

Anaestheti Percenta
Options cs ge
Propofol 6 5.94

75
Midazola
m 34 33.66
Dexem 50 49.50
Clonidine 11 10.89
Total 101 100

Percentage
Anaesthetics

Percentag
Options Intensives e
Propofol 4 3.96
Midazola
m 18 17.82
Dexem 21 20.79
Clonidine 10 9.90
Total 101 100

Percentage
Intensives

76
(Source:SurveGraph No:7

Interpretation:

As per the survey carried & the data analysed for the question,it is

interpreted that 49.50% of anaesthetics and 20.79% of intensives say that dexem has

weaning process faster while 5.94% of anaesthetics and 3.96% of intensives say that

propofol has faster weaning time.

8.Faster recovery of the patient

Table No:8

Anaestheti Percenta
Options cs ge
Propofol 28 27.72
Midazola
m 8 7.92
Dexem 59 58.42
Clonidine 6 5.94
Total 101 100

77
 Percentage
Anaesthetics

Percentag
Options Intensives e
Propofol 17 32.08
Midazola
m 5 9.43
Dexem 27 50.94
Clonidine 4 7.55
Total 53 100

Percentage
Intensives

(Source

:Survey)

78
Graph no:8

Interpretation:

As per the survey carried & data analysed for the question,it is

interpreted that 58.42% of anaesthetics and 50.94% of intensives are of the view that

dexem has faster recovery of the patient while 5.94% of anaesthetics and 7.55% of

intensives are of the view that clonidine has faster recovery of the patient.

9.Less pain reduction in post operative ICU setting

79
 Pe
An rc
aes en
the ta
Options tics ge
21
.7
Propofol 22 8
7.
Midazolam 8 92
58
.4
Dexem 59 2
5.
Clonidine 6 94
10 10
Total 1 0

Percentage
Anaesthetics

Percentag
Options Intensives e
Propofol 19
Midazola
m 10
Dexem 14
Clonidine 10
Total 53

80
 Percentage
Intensives
Options

Table No :9

(Source :Survey)

Graph No: 9

Interpretation:

As per the survey carried & data analysed 58.42% of anaesthetics

feel that dexem has less pain reduction inICU while 35.85% of intensives are of the view

that propofol has less pain reduction in ICU.while 5.94% of anaesthetics are of this view

and 18.87% of intensives agree with both midazolam and clonidine for pain reduction

10.Clinical efficacy is more than other sedative hypnotics

81
 Table No: 10

Option Anaesthetic Percentag

s e
Yes 68 67.33
No 33 32.67
Total 101 100

Anaesthetics

Yes
No
Total

Option Intensives Percentag

e
Yes 30 56.60
No 23 43.40
Total 53 100

82
 Intensives

Yes
No
Total

(Source: Survey)

Graph No:10

Interpretation:

As per the survey carried & data analysed for the question,it is

interpreted that 67.33% OF anaesthetics and 56.60% of intensives say that dexem is

clinically efficient while 32.67% of anaesthetics and 43.40% of intensives do not agree

with this statement.

11.Dexem is safe

Table No:11

83
 Option Anaesthetic Percentag
s e
Yes 51 50.50
No 50 49.50
Total 101 100

Anaesthetics

Yes
No
Total

Source : Secondary Data{ORG-MAT}

Option Intensives Percentag

e
Yes 25 47.17
No 28 52.83
Total 53 100

Interpretation: From data analysis it is found that 50.50% of anaesthetics and 52.83%

of intensives are of the view that dexem is a safer drug while 49.50% of anaesthetics

and 47.17% of intensives say that dexem is not a safer drug.

Graph No:11

84
 12. Risk reduction in the cardiac function

Anaestheti Percentag
Options cs e
Propofol 10 9.90
Midazola
m 19 18.81
Dexem 19 18.81
Clonidine 53 52.48
Total 101 100

Percentage
Anaesthetics
Options

Percentag
Options Intensives e
Propofol 28 27.72
Midazola
m 7 6.93
Dexem 9 8.91
Clonidine 9 8.91
Total 101 100

85
 Percentage
Intensives

Interpretation: From the data analysis and interpretation it is found that 52.48% of

anaesthetics feel that clonidine and 27.72% of intensives are of the view that propofol

cause no risk reduction in cardiac function while it is found that 9.90% of anaesthetics

feel that propofol has no risk reduction and 6.93% of intensives say that midazolam

has no risk reduction.

13.Type of patient to be given Dexem.

Option Anaesthetics Percentage

Yes 78 77.23
No 23 22.77
Total 101 100

86
 Anaesthetics

Yes
No
Total

Option Intensives Percentag

e
Yes 40 75.47
No 13 24.53
Total 53 100

Intensives

Yes
No
Total

Interpretation:From the data analysis it is found that 77.23% of anaesthetics and

75.47% of intensives feel that dexem to be used in long term surgery while 22.77% of
anaesthetics and 24.53% of intensives say that dexem to be used in short term
surgery.

87
FINDINGS

88
 FINDINGS

1) ,It is found that 37.62% of anaesthetics and 22.64% of intensives found the visual aid as

the most flexible and valuable promotional tool and 8.91% 0f anaesthetics 13.21% of

intensives found free sample of drug to be flexible and valuable.

2) It is interpreted that 52.48% of anaesthetics and 62.26% of intensives prefer dexem over

other sedative hypnotics and 47.52% of anaesthetics and 37.74% of intensives do not

prefer dexem

3) As per the survey carried & data analysed,61.39% of anaesthetics and 66.04% of

intensives feel that dexem do not cause respiratory depression while 38.61% of

anaesthetics and 33.96% of intensives do not agree with this statement

4) ,It is inter preted that 53.46% of anaesthetics are in favour of propofol to be used in

intensive care and 37.74% of intensives are in favour of dexem to be used in intensive

care while 8.91% of anaesthetics and 5.99% of intensives feel that clonidine is used in

intensive care.
5) As per the survey carried & data analysed for the question, it is interpreted that 70.30%

of anaesthetics and54.72% of intensives feel that dexem causes arousable sedation

while 4.95% of anaesthetics and 9.43% of intensives are of the view that clonidine

causes arousable sedation.

6) It is interpreted that 64.36% of anaesthetics and 30.69% of intensives are of the view

that dexem has less ICU length of stay while 3.96% of anaesthetics and 4.95% of

intensives feel that midazolam has less ICU length of stay.

7) As per the survey carried & the data analysed for the question,it is interpreted that

49.50% of anaesthetics and 20.79% of intensives say that dexem has weaning process

faster while 5.94% of anaesthetics and 3.96% of intensives say that propofol has faster

weaning time.

89
8) ,It is interpreted that 58.42% of anaesthetics and 50.94% of intensives are of the view

that dexem has faster recovery of the patient while 5.94% of anaesthetics and 7.55% of

intensives are of the view that clonidine has faster recovery of the patient.
9) As per the survey carried & data analysed 58.42% of anaesthetics feel that dexem has

less pain reduction inICU while 35.85% of intensives are of the view that propofol has

less pain reduction in ICU.while 5.94% of anaesthetics are of this view and 18.87% of

intensives agree with both midazolam and clonidine for pain reduction
10) As per the survey carried & data analysed for the question,it is interpreted that 67.33%

OF anaesthetics and 56.60% of intensives say that dexem is clinically efficient while

32.67% of anaesthetics and 43.40% of intensives do not agree with this statement.
11) From data analysis it is found that 50.50% of anaesthetics and 52.83% of intensives are

of the view that dexem is a safer drug while 49.50% of anaesthetics and 47.17% of

intensives say that dexem is not a safer drug.

12) : From the data analysis and interpretation it is found that 52.48% of anaesthetics feel

that clonidine and 27.72% of intensives are of the view that propofol cause no risk

reduction in cardiac function while it is found that 9.90% of anaesthetics feel that

propofol has no risk reduction and 6.93% of intensives say that midazolam has no risk

reduction.
13) From the data analysis it is found that 77.23% of anaesthetics and 75.47% of intensives
feel that dexem to be used in long term surgery while 22.77% of anaesthetics and
24.53% of intensives say that dexem to be used in short term surgery.

90
 RECOMMENDATION

1. The Company should organize a ‘CME ‘to make the Doctor’s aware about the

Molecule.

2. The target segmentation for the brand would be in the following orders:

91
 a.Anaesthetics

b.Intensives.

3.Visual aid is the most flexible and valuable tool for anesthetics and intensives so more

attention to be given to give visual aid to doctors.

4.Invest more on different promotional tools to attract the attention of doctors towards our

drug like gifts,coupons,vouchers.

5.Dexem to be given more to the ICU patients as it do not cause respiratory depression and

also has less ICU length of stay to the patient.

6.Special task force to be designed as per specialty of the doctors like anesthetics and

intensives.

92
CONCLUSION

93
 CONCLUSION

As per the survey carried out

 Amongst 33 physicians & 75 Orthopaedics 70.3% Doctor’s were aware about the

molecule,while 29.62% were unaware about the molecule.

 60.08% respondants prescribe the brands of Vitamin k 2-7 & 39.81% don’t prescribe the

molecule
 Out of 39.81% Doctor’s 29.62% are unaware about it & rest of the respondants prefer the

first line treatment for osteoporosis as calcium calcitriol dose.

 From 70.3% of respondants ,60.08 % Doctor’s are prescribing the molecule,that means

they are aware about the functioning & benefit of the molecule .
 The respondants who were unaware about molecule,after giving them detailing text about it

did respond positively for recommending the molecule,but with the scientific evidence .
As per the secondary data from ORG,the total market for calcium is Rs 265 Cr

and the unit growth percentage is 12.37% where approximately all the pharmaceutical

companies are showing positive growth.

Hence it can be concluded that there is a scope & potential for Vitamin k2-7 in the

market but proper awareness is required.

94
BIBLIOGRAPHY

95
 Bibliography:

1. Reference Books:

- C.R.Kothari “Research Methodology” Second Edition,

New Age International (P) Ltd, Publishers.P.35-36, P.62

- G.C Berri “Marketing Research” Fourth Edition

Tata McGraw-Hill Publication P.62, 110, 116

- Philip Kotler (2006) “Marketing Management” Thirteen Edition

Dorling Kindersley (India) Pvt .Ltd Publication.

2. - Company Product Manual.

3. - 4Ps Business and Marketing (March 2009)

4 . Websites:

- www.meyer.co.in

- www.pharmalife.co.in

- www.pharmafocusasia.com

- www.MenaQ7.com

96
97
ANNEXURE

Annexure

98
 Kindly requesting to fill up the Questionnaire

Name of Doctor: Place:

Speciality:1)Anaesthetics

2)Intensives Contact Number:

Questionnaire:

1) Which type of promotional tool you feel is flexible and valuable for you?

o CME.
o Visual aid.
o Monographs
o International journals
o Dose titration chart
o Free sample of the drug.

2) Would you like to prefer Dexem over other sedative hypnotics?

o Yes
o No

4) As Dexem do not cause respiratory depression unlike other sedative

hypnotics,do you agree with my statement?

99
 o Yes
o No

5)Which sedative hypnotic you use in intensive care unit?

o Propofol
o Midazolam
o Dexem
o Clonidine

6) Of all the sedative hypnotic used which one of the following cause arousable
sedation to the patient?

o Propofol
o Midazolam
o Dexem
o Clonidine

7) The ICU length of the stay is less for which of the sedative hypnotic?

o Propofol
o Midazolam
o Dexem
o Clonidine

100
8) Which of the following drug has the weaning processs faster?

o Propofol
o Midazolam
o Dexem
o Clonidine

9) Which of the following gives faster recovery to the patient?

o Propofol
o Midazolam
o Dexem
o Clonidine

10) Which of the following sedative hypnotic causes faster pain reduction than other
sedative hypnotic?

o Propofol
o Midazolam
o Dexem
o Clonidine

11)The clinical efficacy of Dexem is far more than other convenctional sedative
agents.Do you agree with my statement?

o Yes
o No

12)Safety profile of Dexem is more as compared to other convenctional sedative

hypnotics?

o Yes
o No

101
13) Risk reduction in the cardiac function is more in which of the following sedative
hypnotic?

o Propofol
o Midazolam
o Dexem
o Clonidine

14) Which type of patient you feel should be given Dexem?

o Long time surgery patients

o Short time surgery patients

15)Do you feel the dose titration chart is useful?

o Yes
o No

102
103