Internship Report On

“A STUDY ON NEW PRODUCT LAUNCH

Submitted in partial fulfillment for award of the degree of

Masters of Management Studies (MMS)
(under University of Mumbai)

Submitted By
Mr GURDEEPSINGH LABANA
(Roll. No. 31581834)

Under the guidance of

Prof. shurbi bhoir

2019-2021
Pramod Ram Ujagar Tiwari
Saket Institute of Management

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 CERTIFICATE

This certificate is to certify that project titled “new product launch.” is successfully completed
by Ms. Gurdeep singh labana during the III semester, in partial fulfilment of the Masters Degree
in Management Studies recognised by University of Mumbai for the Academic Year 2019-2020
through Pramod Ram Ujagar Tiwari Saket Institute of Management.

This project is original and not submitted earlier for award of any degree, diploma or
associateship of any other university or institute.

Name: Prof.surbhi bhoir

Date: (Signature of the Guide)

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 DECLARATION
I hereby declare that this Project Report submitted by me to Pramod Ram Ujagar Tiwari Saket
Institute of Management is a bonafide work undertaken by me and it is not submitted to any
other University or Institution for award of any degree, diploma/certificate or published any time
before.

Name: Mr Gurdeep Singh Labana

Roll. No. : 31581834 (Signature of the Student)

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 ACKNOWLEDGEMENTS
The success and final outcome of this project required a lot of guidance and assistance from
many people and I am extremely privileged to have got this all along the completion of my
project. All that I have done is only due to such supervision and assistance and I would not
forget to thank them.

I respect and thank Mr Saket Tiwari , for providing me an opportunity to do the project work in
Saket Gyanpeeth and giving me all support and guidance which made me complete the project
duly. I am extremely thankful to him for providing such a nice support and guidance, although
he had busy schedule managing the corporate affairs. I also thank Mrs. Shobha Nair the C.E.O of
Saket Gyanpeeth.

I owe my deep gratitude to my project guide Prof surbhi bhoir , who took keen interest on our
project work and guided me all along, till the completion of our project work by providing all the
necessary information.
I am thankful to and fortunate enough to get constant encouragement, support and guidance from
all Teaching staff and Director Sanoj Kumar of Pramod Ram Ujagar Tiwari Saket Institute of
Management who helped me in successfully completing my project work.

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 Table of Contents

Chapter Headings Page No.

Number
1 Introduction 6
2 Review of Literature 8
3 Methodology 14
4 Discussion 15
5 Data Analysis 24
6 Conclusion 35
7 Questionnaire 36
8 Bibliography 39

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 Overview of the Industry

“The Indian pharmaceutical industry is a success story providing employment for

millions and ensuring that essential drugs at affordable prices are available to the
vast population of this sub-continent.”
Richard Gerster

Pharmaceutical Industry in India

The Pharmaceutical industry in India is the world's third-largest in terms of volume and stands
14th in terms of value.

The government started to encourage the growth of drug manufacturing by Indian companies
in the early 1960s, and with the Patents Act in 1970. However, economic liberalization in 90s
by the former Prime Minister P.V. Narasimha Rao and the then Finance Minister, Dr.
Manmohan Singh enabled the industry to become what it is today. This patent act removed
composition patents from food and drugs, and though it kept process patents, these were
shortened to a period of five to seven years.

The lack of patent protection made the Indian market undesirable to the multinational
companies that had dominated the market, and while they streamed out. Indian companies
carved a niche in both the Indian and world markets with their expertise in reverse-
engineering new processes for manufacturing drugs at low costs. Although some of the larger
companies have taken baby steps towards drug innovation, the industry as a whole has been
following this business model until the present.

The Indian pharmaceutical sector has come a long way, being almost non-existent before
1970 to a prominent provider of healthcare products, meeting almost 95 per cent of the
country's pharmaceuticals needs. The 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. It ranks very high in the third world, in terms of technology, quality and range of
medicines manufactured. From simple headache pills to sophisticated antibiotics and complex
cardiac compounds, almost every type of medicine is now made indigenously.

Playing a key role in promoting and sustaining development in the vital field of medicines,
Indian Pharma Industry boasts of quality producers and many units approved by regulatory

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authorities in USA and UK. International companies associated with this sector have
stimulated, assisted and spearheaded this dynamic development in the past 53 years and
helped to put India on the pharmaceutical map of the world.

The Indian Pharmaceutical sector is highly fragmented with more than 20,000 registered units
with severe price competition and government price control. It has expanded drastically in the
last two decades. There are about 250 large units that control 70 per cent of the market with
market leader holding nearly 7 per cent of the market share and about 8000 Small Scale Units
together which form the core of the pharmaceutical industry in India (including 5 Central
Public Sector Units). These units produce the complete range of pharmaceutical formulations,
i.e., medicines ready for consumption by patients and about 350 bulk drugs, i.e., chemicals
having therapeutic value and used for production of pharmaceutical formulations.

Following the de-licensing of the pharmaceutical industry, industrial licensing for most of the
drugs and pharmaceutical products has been done away with. Manufacturers are free to
produce any drug duly approved by the Drug Control Authority. Technologically strong and
totally self-reliant, the pharmaceutical industry in India has low costs of production, low
R&D costs, innovative scientific manpower, strength of national laboratories and an
increasing balance of trade.

The number of purely Indian pharma companies is fairly low. Indian pharma industry is
mainly operated as well as controlled by dominant foreign companies having subsidiaries in
India due to availability of cheap labour in India at lowest cost. Most pharma companies
operating in India, even the multinationals, employ Indians almost exclusively from the
lowest ranks to high level management. Mirroring the social structure, firms are very
hierarchical. Homegrown pharmaceuticals, like many other businesses in India, are often a
mix of public and private enterprise. Although many of these companies are publicly owned,
leadership passes from father to son and the founding family holds a majority share.

The total Indian production constitutes about 13 per cent of the world market in value terms
and, 8 per cent in volume terms. The per capita consumption of drugs in India, stands at
US$3, is amongst the lowest in the world, as compared to Japan- US$412, Germany- US$222
and USA- US$191.

REVIEW OF LITERATURE

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 Abbott Laboratories is a Chicago-based global, diversified (multi-division)
pharmaceuticals and health care products company. It has 90,000 employees and operates in
over 130 countries. The company headquarters are in Abbott Park, North Chicago, Illinois.
The company was founded by Chicago physician, Dr. Wallace Calvin Abbott in 1888. In
2011, Abbott had over $38.9 billion in revenue. Abbott Laboratories is one of the major
multinational company in the pharmaceutical industry. Abbott, is a company that focuses on
turning science into caring – ABBOTT, A Promise for Life. For more than a century, Abbott
Laboratories has been working to advance health care for people around the world. Founded
in 1888 by a young Chicago physician, Dr Wallace Calvin Abbott, Abbott Laboratories has
evolved into a diversified health care company that discovers, develops, manufactures and
markets innovative products and services. Products and services of Abbott, span the
continuum of care from prevention and diagnosis, to treatment and cure. Abbott today is a
global, diversified health care company devoted to the discovery, development, manufacture
and marketing of pharmaceutical, diagnostic, nutritional and hospital products.

Abbott extends this commitment with a strong presence in India as it has grown and evolved
its operations in India over many decades. The products encircle life from newborns to ageing
adults. Abbott has built expertise and leadership in primary care therapeutic areas like
Gastroenterology and Paincare. Our specialty areas include Neuroscience, Metabolics and
Hospital Care. Abbott serves the needs of Indian consumers with products backed by science
and R&D. It has locally developed brands like Digene, Cremaffin, Epilex, Zolfresh and
Obimet. Abbott has also brought global products including Brufen, Prothiaden, Ganaton,
Sevorane, Thyronorm and Leptos to Indian consumers. Abbott’s pioneering products like
Survanta help infants. As of 2010, Abbott India Ltd. tops the list of publicly listed life science
companies in India and the revenue generated in the year 2011 is the highest than any other
pharmaceutical company doing business in the country.

Abbott India, today has strong brand equity and commands esteem in the market place. To
reach the customer, Abbott India has a network of 18 distribution points, which cater to
11,000 stockists and 70,000 retailers. Behind Abbott India’s success, is a team of competent
committed people, driven by the principles of Value Based Management, and aided by strong
alliances and partnerships.

Abbott India Limited, provides healthcare solutions through its four business units:

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 1. Primary Care - which markets products in the areas of Pain Management,
Gastroenterology, with well-known brands like Brufen, Digene, Cremaffin.

2. Specialty Care - Metaboloics & Urology provides solutions in the areas of Thyroid,
Obesity, Diabetes and Benign Prostratic Hyperplasia.

3. Specialty Care - Neuroscience has a varied portfolio, with specialty products in the
Neurology and Psychiatric segments.

4. Hospital Care - offers products in the field of anesthesiology and neonatology namely
Forane, Sevorane and Survanta.

The company has over 1000 employees and a state-of-the-art formulation plant at Verna in
Goa. The manufacturing locations are designed to produce quality, high volume formulations
using cost efficient processes. The plant has well equipped laboratories and trained personnel
to ensure international standards of quality at each step of the manufacturing process.

The company has in-house development and medical teams to undertake product and clinical
development tailored to the needs of the Indian market.

Abbott provides quality health care worldwide by creating healthcare solutions, which directly
affects the life of the common man.

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Corporate Overview Fact Sheet

Founded in 1888 by Chicago physician Dr. Wallace C. Abbott, Abbott has emerged as one of
the world's most diverse health care companies. The company has approximately 91,000
employees worldwide serving customers in more than 130 countries. Abbott ranks No. 71 on
the FORTUNE 500 and is headquartered in north suburban Chicago, USA. Abbott India Ltd.
ranks No. 1 in India in top performing pharmaceutical company.

Primary Businesses
 Medical Products – Key lines of business include vascular, laboratory and molecular
diagnostics, diabetes care, vision care and animal health.
 Nutritionals – Abbott offers a variety of nutrition products for infants, children, active
adults and patients with special dietary needs.
 Pharmaceuticals – Includes global patented pharmaceuticals and investigative
compounds and indications in development, and established pharmaceuticals.

Areas of Expertise:

Pharmaceuticals Medical Products Nutritional Products

 Anesthesia  Animal Health  Pediatric Nutrition

 Anti-infectives  Diabetes Care  Healthy Living
 Cardiovascular  Diagnostics  Medical Nutrition
 Immunology  Hematology
 Metabolics  Molecular
 Neuroscience  Point of Care
 Oncology  Vascular
 Pain Care
 Renal Care
 Virology

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 Fast Facts Abbott

Chairman and CEO: Miles D. White

Corporate Headquarters: North suburban Chicago, Illinois, USA

Stock Exchange Listing: New York [ABT: NYSE]

Number of Employees: Approximately 91,000 worldwide

2011 Revenue: $38.9 billion

2011 R&D Investment: $4.1 billion

Pharmaceutical Abbott Park and North Chicago, Illinois, USA

Research Centers: Worcester, Massachusetts, USA
Ludwigshafen, Germany

Countries Where
More than 130
Products are Sold:

Key 2011 Financial Measures

Revenue: $38.9B R&D Investment: $4.1B

Net Income: $4.7B Dividend: 39 years of consecutive increases

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Page
Vision
To be the world’s premier health care company

Dedication
To employees, customers, shareholders, suppliers and the public

Strategy

Value Based Management is our integral philosophy, directed towards maximizing long-term
cash flow and shareholder value through:

 Focus on the Company's core profitable segments to build up our position as one of
the leading pharmaceutical companies;

 Investments in information technology to improve planning and control of operation;

 Increased investments in Human Resources Training & Development to upgrade and

broaden the skill base of the organization in consonance with changing needs;

 Build flexible cost-efficient manufacturing base through a balanced mix of in-house

and contract manufacturing

Our Basic Principle

Respect people: Our people are our strength

The Work Culture

Abbott India is an equal opportunity employer and provides a congenial and professional
work environment for all its employees, with great emphasis on teamwork. We stimulate
innovation, encourage calculated risk taking and accept mistakes as a part of the learning
process.

We encourage experiential learning, and believe in clear delegation of authority and acceptance of
personal accountability. We value the involvement of our colleagues in bringing the best to our
organization in a spirit of understanding, trust and appreciation of cultural differences. We are
open to discussing alternative views and build on constructive feedback.
he Abbott Brand Promise
A Promise for Life

Turning Science into Caring

We are here for the people we serve in their pursuit of healthy lives. This has been the way of
Abbott for more than a century – passionately and thoughtfully translating science into lasting
contributions to health.

Our products encircle life, from newborns to aging adults, from nutrition and diagnostics
through medical care and pharmaceutical therapy.

Caring is central to the work we do and defines our responsibility to those we serve:

We advance leading-edge science and technologies that hold the potential for significant
improvements to health and to the practice of health care.

We value our diversity – that of our products, technologies, markets and people – and believe
that diverse perspectives combined with shared goals inspire new ideas and better ways of
addressing changing health needs.

We focus on exceptional performance – a hallmark of Abbott people worldwide – demanding

of ourselves and each other because our work impacts people's lives.

We strive to earn the trust of those we serve by committing to the highest standards of quality,
excellence in personal relationships, and behavior characterized by honesty, fairness and
integrity.

We sustain success – for our business and the people we serve – by staying true to key tenets
upon which our company was founded over a century ago: innovative care and a desire to
make a meaningful difference in all that we do.

The promise of our company is in the promise that our work holds for health and life.
 Research Methodology
Objective of the Study

The main objective to conduct this research is to understand the Neuromuscular Blocker
(NMB) market & develop the medical positioning for new product launch i.e. Cisatracurium

Primary Objective

 To study and understand the concept and process of marketing research.


To understand and get the concept of Marketing of Pharmaceutical products

 To get the practical implication of the process involved in any product launch

Scope of the Study

The project scope involves the study of the Anesthetists’ armamentarium of drugs.
Understand the Neuromuscular Blocker (NMB) category, their mechanism of action and
clinical use of NMBs & their place in therapy. The project scope also involves the finding of
clinician preferences in current NMBs available with the marketing research and developing a
medical positioning for Cisatracurium from the above collected data.

Managerial Usefulness of the Study

This study helps to understand marketing research basic terminologies & different strategies
for different market situation

Types of Research and Research Design


Quantative Research- Quantitative research generates numerical data or
information that can be converted into numbers. Only measurable data are being
gathered and analyzed in this type of research.


Qualitative Research- Qualitative Research on the other hand generates non-
numerical data. It focuses on gathering of mainly verbal data rather than
measurements. Gathered information is then analyzed in an interpretative
manner, subjective, impressionistic or even diagnostic
Research Methodology

 A questionnaire was prepared to gauge the awareness of new molecule in

customer.

industry.
Survey has been done out of the company covering a wide cross-section of the

 The question was presented in one to one interview with each of the respondents.
 Responses of the concerned persons had been thoroughly analyzed.

not onConclusions had been arrived at using the response of the concerned persons and
questionnaire alone.

Generally speaking, doctors are most reserve persons on the planet and they are not flattered
by attention and this sometimes overcomes any inhibitions so that matters quite secret are
paraded before the observer with seeming abandon. At other times, particularly where an
issue has been the subject of recent press attention, the shutters go up and there is no way in.
All you can do in such circumstances is to give up and try something else likely to be more
productive - you haven't the time to spend on lengthy negotiation. Crucial to the business of
initially gaining access is the whole matter of assurances of confidentiality, anonymity, etc,
which I consider below. Your stance, once granted access, depends on how much of an active
participant you want to be in the arena you are observing - the more obviously committed you
are to one particular stance or ideology the more others will take this into account when
revealing their thoughts or their actions to you.

In this context the questionnaire was not a fully fledged one and was made with an intention
of getting the main information as doctors don’t have that much time to spare and also a long
questionnaire may irritate them. So the questionnaire used in my research was really crisp and
was aimed at getting the required information in the least time, also the questionnaire was
used for primary purpose only.
Research Design
Research design specifies the methods and procedures for conducting a particular study. A
research design is the arrangement of conditions for collection and analysis of the data in a
manner that aims to combine relevance to their search purpose with economy in procedure.
Research design is broadly classified into three types as:Exploratory Research Design

 Descriptive Research Design

 Causal Research Design

Descriptive Research Design

Descriptive research studies are those studies which are concerned with described the
characteristics of particular individual. In descriptive as well as in diagnostic studies, the
researcher must be able to define clearly, what he wants to measure and must find adequate
methods for measuring it along with a clear cut definition of population he want to study.
Since the aim is to obtain complete and accurate information in the said studies, the procedure
to be used must be carefully planned. The research design must make enough provision for
protection against bias and must maximize reliability, with due concern for the economical
completion of the research study.

SAMPLE DESIGN
A Sample Design is a definite plan for obtaining a sample from a given population. It refers to
the technique to the procedure adopted in selecting items for the sampling designs are as
below:

SAMPLE SIZE
The sample size has been 40 doctors. Conclusions had been arrived at using the response of
the questionnaire.

SAMPLING METHOD
In this marketing research project, I am using Random sampling method.

SAMPLE TYPE
Area Sampling, and the area of sampling is Mumbai & Pune.
Data Collection Method


Primary Data: - Primary data means data that are collected by different techniques
like questionnaire, Depth interview, Survey, Schedules etc. In this project, primary
data has been collected by the means of questionnaire.

Secondary Data: - Secondary data means data that are already available i.e.: they
refer to the data which have already been collected and analyzed by someone else.
Usually published data are available in: Various publications of the central, state/local
governments or foreign governments, technical and trade journals etc. The secondary
data involved in this project has been gathered from the medical journals, literatures
and internet.
 Discussion
NIMBEX® (Cisatracurium besylate)

NIMBEX (cisatracurium besylate) is a nondepolarizing skeletal muscle relaxant for

intravenous administration. Compared to other neuromuscular blocking agents, it is
intermediate in its onset and duration of action. Cisatracurium besylate is one of 10 isomers of
atracurium besylate and constitutes approximately 15% of that mixture.

Abstract
Cisatracurium is a neuromuscular-blocking drug or skeletal muscle relaxant in the category of
non-depolarizing neuromuscular-blocking drugs, used adjunctively in anesthesia to facilitate
endotracheal intubation and to provide skeletal muscle relaxation during surgery or
mechanical ventilation. It is a bisbenzyltetrahydroisoquinolinium agent with an intermediate
duration of action.

It is the R-cis, R'-cis isomer of atracurium besilate and is approximately 3-fold more potent
than the mixture of isomers that constitute the parent drug. The ED95 for cisatracurium
besilate (dose required to produce 95% suppression of twitch response to nerve stimulation) in
adults is 0.05 mg/kg during N2O/O2 opioid anaesthesia. As for atracurium besilate, the
primary route of elimination of cisatracurium besilate is by spontaneous degradation.
Cisatracurium besilate is not associated with dose-related histamine release (at bolus doses of
< or = 8 x ED95) and, consistent with this, has demonstrated cardiovascular stability in both
healthy patients (< or = 8 x ED95) and those with coronary artery disease (< or = 6 x ED95).
In clinical trials, cisatracurium besilate has been used successfully to facilitate intubation (at 2
to 4 x ED95) and as a muscle relaxant during surgery and in intensive care. Compared with
vecuronium, cisatracurium besilate was associated with a significantly faster recovery after
continuous infusion in patients in intensive care. Relative to atracurium besilate, cisatracurium
besilate has a lower propensity to cause histamine release is more potent but has a slightly
longer onset time at equipotent doses. It also offers a more predictable recovery profile than
vecuronium after prolonged use in patients in intensive care. Thus, comparative data provide
some indication of the potential of cisatracurium besilate as an intermediate-duration
neuromuscular blocking agent but further comparisons with other like agents are required to
define precisely its relative merits.
 Current Issue/News

March 21, 2012

Abbott Selects AbbVie as New Name for Future Research-Based Pharmaceutical

Company

 Company Remains on Track for Separation into Two Publicly Traded Global Health
Care Companies by End of 2012

Abbott Park, Illinois (NYSE: ABT) — Abbott today announced that AbbVie [pronounced
Abb-vee] will be the name of the new, independent research-based pharmaceutical company it
expects to launch by the end of 2012.

The naming of the new company is the latest milestone in the process that began in October
2011, when Abbott announced it would separate into two publicly traded companies, one in
diversified medical products and the other in research-based pharmaceuticals. AbbVie, the
research-based pharmaceutical company, will include Abbott’s current portfolio of leading
proprietary pharmaceuticals and biologics. The diversified medical products company, which
will retain the Abbott name, will consist of Abbott’s existing diversified medical products
portfolio, including its branded generic pharmaceutical, devices, diagnostics and nutritional
businesses. Both companies will be global leaders in their respective industries.

Miles D. White will remain chairman and CEO of Abbott. Richard A. Gonzalez, currently
executive vice president, Global Pharmaceuticals, will become chairman and CEO of AbbVie.

The name is derived from a combination of Abbott and "vie," which references the Latin root
"vi" meaning life.

"The beginning of the name connects the new company to Abbott and its heritage of
pioneering science," said Mr. Gonzalez. "The 'vie' calls attention to the vital work the
company will continue to advance to improve the lives of people around the world."
"With a powerful family of products and a continued focus on breakthrough innovations
targeting some of the most critical medical needs, AbbVie will be positioned to deliver
market-leading performance and better health for patients," said Mr. White.

The research-based pharmaceutical company has nearly $18 billion in annual revenue today
and will have a sustainable portfolio of market-leading brands, including Humira, Lupron,
Synagis, Kaletra, Creon and Synthroid. An attractive pipeline of innovative R&D assets – in
important specialty therapeutic areas such as Hepatitis C, immunology, chronic kidney
disease, women's health, oncology and neuroscience – will help drive future growth.

The AbbVie logo and graphic identity will be unveiled when the new company is launched.

May 03, 2012

Abbott Announces Collaboration with Syngene to Open First Nutrition R&D

Center in India

Mumbaiand Bangalore, India — Abbott (NYSE: ABT), one of India's largest health care
companies, today announced plans to establish its first nutrition research and development
center in the country in collaboration with Syngene, India's leading contract research
organization. The Abbott Nutrition R&D Center in India will focus on the development of
science-based, affordable nutrition products for the country and enable the expansion of
Abbott's nutrition product portfolio there.

Abbott selected Syngene – a subsidiary of Biocon, the largest biotech company in India – to
provide a science-based research and innovation team to work closely with Abbott
researchers. More than 50 researchers and scientists will be based at the Abbott Nutrition
R&D Center in India at Biocon Park in Bangalore, which is expected to open in June 2012.

The new R&D center will focus on the development of nutrition products for maternal and
child nutrition and diabetes care. Preventing undernutrition has emerged as one of the most
critical health challenges in India. An estimated 50 percent of Indians (570 million people)
1
have adequate calorie intake but are not consuming a sufficient level of essential nutrients.
India also has the world's largest diabetes population, with an estimated 51 million people
 2
living with diabetes. Among the products being developed for the Indian market are meal
complements for diabetics and pre-diabetics. In addition, the center will address local taste
and texture preferences with new flavors and formulations.

"India is a priority market for investment, growth and innovation," said Robert H. Miller,
Ph.D., divisional vice president, Global R&D and Scientific Affairs for Abbott Nutrition.
"Our strategic collaboration with Syngene will accelerate the design, development and
delivery of science-based, affordable nutrition products in India, for India."

"Health care in India has reached a tipping point as patients seek quality care and products at
affordable prices," said Rehan Khan, managing director, Abbott Nutrition India. "We have
consistently invested in India, and this world-class R&D center will allow us to leverage local
expertise and insights to develop the products we need to successfully expand our portfolio
here."

The nutrition market in India is relatively new and growing steadily. In addition to the
undernutrition and diabetes issues facing India, a rapidly expanding middle class and aging
population are driving increased demand in the country for high-quality, affordable nutrition
products.

"With malnutrition and common chronic diseases at their highest in this region, Abbott and
Syngene have a common vision and commitment to support the development of a healthier
India," said Kiran Mazumdar-Shaw, founder, chairman and managing director, Biocon Group.
"The combined market insights and nutrition science expertise of our two organizations will
enable us to address these immediate needs by developing critically important, innovative yet
affordable nutrition products for the Indian population."

Commenting on the collaboration, Peter Bains, director, Syngene & Clinigene, said, "We are
extremely delighted to partner with Abbott for this synergistic collaboration for its nutrition
business. Our objective will be to develop new products for Abbott's nutrition portfolio. This
symbolizes Syngene's growing capability to offer science-based research and development
solutions across a wide range of life science platforms."
About Abbott

Abbott (NYSE: ABT) is a global, broad-based health care company devoted to the discovery,
development, manufacture and marketing of pharmaceuticals and medical products, including
nutritionals, devices and diagnostics. The company employs approximately 91,000 people and
markets its products in more than 130 countries. Abbott currently employs more than 12,000
people throughout India.

About Abbott Nutrition

For more than 85 years, Abbott Nutrition has been developing and marketing science-based
pediatric and adult nutritional products to support the growth, health and well-being of people
of all ages. Abbott offers a variety of nutritional products in India including PediaSure®
(complete, balanced nutrition for children), Similac® (infant milk formula for infants and
children), Mama's Best® (nutritional supplement for pregnant and breastfeeding mothers),
Ensure® (adult nutritionals), Glucerna® (nutrition for people with diabetes) and Prosure®
(nutrition for people with cancer).

About Biocon Limited

Biocon Limited (BSE code: 532523, NSE Id: BIOCON, ISIN Id: INE376G01013) is India's
premier biopharma enterprise focused on innovation to deliver affordable health care
solutions to patients, partners and health care systems across the globe. Established in 1978 by
Ms. Kiran Mazumdar-Shaw, Biocon is committed to reduce therapy costs of chronic diseases
like diabetes, cancer and autoimmune diseases to provide access to affordable treatment to
patients globally. Biocon's key innovations include the world's first Pichia-based recombinant
human Insulin, INSUGEN®, insulin analog Glargine, BASALOG® and India's first
indigenously produced monoclonal antibody, BioMAb-EGFR®, for head & neck cancer.
INSUPen® is a next-generation affordable insulin delivery device introduced in India. With a
risk-balanced business model comprising small molecules, novel molecules, biosimilars,
branded formulations and research services, Biocon has evolved into an emerging global
enterprise serving its partners and customers in over 70 countries.

More information is available at www.biocon.com

About Syngene International Limited

Syngene is India's leading contract research organization offering integrated drug discovery
and development services with capabilities in medicinal chemistry, biology, in vivo
pharmacology, toxicology, custom synthesis, process Research and Development, and
formulation development for small and large molecules. Syngene has an expert team of over
1,500 scientists and 1 million sq. ft. of built-up laboratories equipped with state-of-the-art
infrastructure to support the Research and Development programs of global pharma, biotech
and nutrition companies. More information is available at www.syngeneintl.com.
 Data Analysis
METHODS & TECHNIQUES

OF DATA ANALYSIS

Data Analysis Concept

Data analysis is a practice in which raw data is ordered and organized so that useful
information can be extracted from it. The process of organizing and thinking about data is key
to understanding what the data does and does not contain. There are a variety of ways in
which people can approach data analysis, and it is notoriously easy to manipulate data during
the analysis phase to push certain conclusions or agendas. For this reason, it is important to
pay attention when data analysis is presented, and to think critically about the data and the
conclusions which were drawn.

Raw data can take a variety of forms, including measurements, survey responses, and
observations. In its raw form, this information can be incredibly useful, but also
overwhelming. Over the course of the data analysis process, the raw data is ordered in a way
which will be useful. For example, survey results may be tallied, so that people can see at a
glance how many people answered the survey, and how people responded to specific
questions.

In the course of organizing the data, trends often emerge; modeling the data with the use of
mathematics and other tools can sometimes exaggerate such points of interest in the data,
making them easier for the researcher to see. Charts, graphs, and textual writeups of data are
all forms of data analysis. These methods are designed to refine and distill the data so that
readers can glean interesting information without needing to sort through all of the data on
their own.
Data Analysis process

Once the necessary data collected, the next task is to aggregate the data in a meaningful
manner. A number of tables are prepared to bring out the main characteristics of the data. The
researcher should have a well thought out framework for processing and analyzing data, and
this should be done prior to the collection.

It includes the following activities:

I. Editing
The first task in data processing is the editing. Editing is the process of examining
errors and omissions in the collected data and making necessary corrections in the
same.

II. Coding
Coding is necessary to carry out the subsequent operations of tabulating and analyzing
data. If coding is not done, it will not be possible to reduce a large number of
heterogeneous data into meaningful categories with the result that the analysis of data
would be weak and ineffective, and without proper focus.

III.Tabulation
Tabulation comprises sorting of the data into different categories and counting the
number of cases that belong to each category. This is also called universal tabulation.
The analysis based on just one variable is obviously meager. Where two or more
variables are involved in tabulation, it is called vicariate or multivariate tabulation.

IV. Analysis
After the all three above steps, the most important step is analysis of the data.
OBJECTIVE 1: NMB Molecule Practiced by Doctors

In the process of market survey, the first thing to determine was to find out the
Neuromuscular Blocker (NMB) preferred by the doctors in their clinical practice. Out of those
visited, the information has been collected and it has been noticed that though most of the
Doctors preferred one or more available NMB molecule.

Hence, in order to find out the actual figure for the preference of the available NMB, the
criteria has been set to find out the actual preference of the NMB by doctors.

This is done by maintaining the criteria for NMB preference by doctors, if the percentage of
consumption of the particular molecule is 50 % or more than only it is counted in the
following chart:

Preference of NMB in Clinical Practice

16%

19% Atracurium

65% Vecuronium

Rocuronium

Chart 1: Most Commonly Prefered NMB agent in Clinical Practice

INFERENCE

 65% of doctors Preferred Atracurim than any other available molecule and their
percentage of consumption ranged above 50% to 90%, some of them were using 100%
only Atracurium

nd rd
 The 2 and 3 preference by doctors were consecutively Vecuronium and
Rocuronium, with 19% and 16% respectively

 Other molecules, like Pancuronium & Succinylcholine too stand in the preferred list of
molecules but their percentage of consumption is too less to be considered in the
above chart.

Preference of NMB in Clinical Practice

(Mumbai Region)

21%
Atracurium

11%
Vecuronium
68%
Rocuronium

Chart 2: Preference of NMB in Clinical Practice (Mumbai Region)

INFERENCE

 From the above chart, it is quite obvious that Atracurium is the most preferred
molecule in both Pune & Mumbai Region.

nd
 But, another fact noticed here is that Rocuronium is the 2 best preferred and
consumed in Mumbai, while it is Vecuronium in the case of Pune.
 The above Chart gives the clear view of the actual percentage of consumption of each
molecule.
 As seen above, Atracurium is the most preferred as well as most consumed molecule
compared to Vecuronium & Rocuronium,
 55% of doctors have higher degree of consumption of Atracurium, i.e. - more than
60%. While in the case of both Vecuronium and Rocuronium, only less than 20% of
doctor’s consumption value ranges in the same category.
 Again, from the chart it can be easily determined that Vecuronium has edge over the
Rocuronium in terms of consumption which lies between 30-60%.
 Pancuronium is no more practiced in the GA procedures. Only one or two cases were
found where Pancuronium is still being practiced, but in very few cases.
 Apart from this, Succinylcholine is used in the most of GA procedures, but its use is
mostly restricted to the intubation cases or difficult airway cases.
OBJECTIVE 2: Characteristics doctors prefer in an ideal NMB

In the process of marketing survey, the most important task was to gather the information
regarding the characteristics which doctors expect in an ideal Neuromuscular Blocker (NMB).
For this a set of characteristics was prepared and while interaction with doctors, they were
asked to number them in accordance to their preference which they consider most important
in the NMB.

After the detailed analysis of the information collected, the following table has been tabulated
to form the facts desired:

Table 1: Percentage of Doctors and their Preference (Mumbai Region)

Preference of Characters-
tics in an ideal NMB
1 2 3 4 5
Onset of Action 35% 30% 13% 13% 9%

Duration of Action - 9% 17% 48% 26%

Safety 52% 39% 5% 4% -

Recovery Time 9% 13% 52% 13% 13%

Potency 4% 9% 13% 22% 52%

With respect to above table it can be concluded that, in Mumbai doctors prefer the following
characteristics in an ideal NMB.

(The list given below is in ascending order)

1. Safety
2. Onset Of Action
3. Recovery Time
4. Duration of Action
5. Potency
Table 2: Percentage of Doctors and their Preference (Pune Region)

Preference of Characters-
tics in an ideal NMB
1 2 3 4 5
14% 36% 7% 29% 14%
Onset of Action
7% 29% 43% 14% 7%
Duration of Action
79% 14% 7% - -
Safety
-
Recovery Time - 29% 50% 21%
-
Potency 22% 14% 7% 57%

With respect to above table it can be concluded that, in Pune doctors prefer the following
characteristics in an ideal NMB.

(The list given below is in ascending order)

1. Safety
2. Onset Of Action
3. Duration of Action
4. Recovery Time
5. Potency

INFERENCE

 From the data collected, it can be easily figured out that Safety is the most important
characteristics that doctors seek in any molecule, while Potency is the least important
characteristics in the list.
 But, there is variation in the sequence of preference of the characteristics in an ideal
NMB in Mumbai and Pune area
 Considering the above facts now the data is further compiled and analyzed to get a real
picture of the preference.
Table 3: Overall % of Doctors and their Preference of Characteristics

Preference of Characters-
tics in an ideal NMB
1 2 3 4 5
27% 32% 11% 19% 11%
Onset of Action
3% 16% 27% 35% 19%
Duration of Action
62% 30% 5% 3% -
Safety
5% 8% 44% 27% 16%
Recovery
3% 13% 14% 16% 54%
Potency

With respect to above table it can be concluded that, doctors prefer the following character-
istics in an ideal NMB (the list given below is in ascending order):

1. Safety
2. Onset Of Action
3. Recovery Time
4. Duration of Action
5. Potency

On compilation of entire sample size, it is now clear that Safety is the most important element
in the molecule which doctors values most, followed by Onset of action, Recovery Time,
Duration of Action and last Potency.

Out of the whole sample size, 62% of the sample space considers ‘Safety’ to be most ideal
characteristics in NMB.
OBJECTIVE 3: Parameters that best describes the NMB Molecule

The five characteristics that make a molecule an ideal NMB are: Safety, Onset of action,
Recovery time, Duration of action & Potency. Now, another task in the survey is out of these
characteristics which characteristics best describes the available NMB molecule.

For this, simple survey technique of multiple choices has been adapted and after the detailed
analysis of the collected data following output has been derived:

Onset Of Action

Atracurium
Pancuronium
6% 3%

Succinylcholine
Rocuronium 47%
44%

Chart 5: Best positioning of NMB with 'Onset of Action'

INFERENCE

From the above chart the positioning of the molecules can be easily derived.

 While considering the Safety aspect of NMB, 42% doctors consider Atracurium as the
safest NMB followed by Vecuronium & Rocuronium.
 47% of doctors are with Succinylcholine & 44% of doctors are with Rocuronium, in
terms of onset of action.
 In terms of recovery time, 67% of doctors consider Atracurium the best neuromuscular
agent.
 With the 42% of doctors supporting Rocuronium, it is considered the most potent
NMB agent.
 Most interesting fact came in the study is that, before the launch of Cisatracurium- it
has positioned itself as the safe molecule and also holds a position with good recovery
time.
OBJECTIVE 4: Preference of NMB with following Parameters

Though preference of molecule in GA procedures has been determined earlier, it is evident to

find out whether the use of that molecule is independent of surgery duration or not. Hence,
the parameter has been set to find out the desired facts.

All the surgery procedure has been classified into three parts:

- < 30 minutes
- 30 - 60 minutes
- > 60 minutes

In the process of survey, further remarks were collected from doctors for the use of the
molecule. Though no. of vials used for the single surgical procedure couldn’t be determined.

< 30 minutes Surgery Procedure

Vecuronium Succylincholine
3% 5%
Rocuronium
5%

Atracurium
87%

Chart 11: Preference of NMB in <30 minutes GA procedures

 Atracurium is the most commonly used molecule in less than < 30 minutes surgery
procedure.
 Vecuronium is the least preferred molecule with the above parameters.
 Conclusion

Launching a new product is always a challenge for any company no matter what it is. As long as
you are creating something that will in turn help the consumer and make there life a lot easier;
with the right marketing strategy it could possibly be a success. This is what Smart- Green
Home Care is looking to provide to the consumers.

Within the planning of the new product launch and marketing plan, Team A focused on Lay’s
corporation the company that has a great relationship with their customers and continue to
remain customer focus in presenting the newest products that customers look for. Lays continue
to create the products of quality and continue to advance in the product development and
marketing of the products. The Team also focused on the situational analysis, and the market
growth of the potential competitive analysis. Financial data showed the sales forecast, marketing
expenses, and promotional budget, and the marketing objectives indicated the years of action in
building the marketing share for Lays Corporation

Abbott India is gearing to accelerate its growth rate in India with the launch of 110 products
in the next five years. This means launches of about 22 products each year for the next five
years. The company, last year launched 14 products. Abbott India plans to get into sub-
therapies while launching these products. The company plans to reach to the patients which
are yet to be treated.

Abbott has been growing in double digits over the past few years and faster than its MNC
peers. This has been possible due to the product launches. Over FY15-17, its revenue grew
at 13% CAGR vs. 10% CAGR recorded by its MNC peer Sanofi during FY15-17. In
Q3FY18, Abbott’s revenue grew by 18% yoy while Sanofi’s revenue grew by 11% yoy.

Over the last one year, Abbott’s share price has appreciated by 21%, which is in contrast to
the many Indian Pharma companies which have seen sharp decline in their prices. As
Abbott, goes ahead with its product launch strategy, we believe it will be able to continue
with its growth story.
 Questionnaire
Marketing Research (Sample Questionnaire)

Objective: To understand the Neuro Muscular Blocker (NMB) market & develop the
medical positioning for Cis-Atracurium

Name:

Hospital Name:

E-mail:

Ph No.:

1. Kindly mention the NMBs that you use in your clinical practice and the % of GA
proced-ures in which they are used?

NMB Molecule Name Percentage of Consumption

Atracurium
Pancuronium
Vecuronium
Rocuronium
Succinylcholine

2. What are the characteristics you expect to be in an ideal Neuromuscular Blocker

(NMB)? Put the numbering as per your preference.

Parameters Preference
Onset of action
Duration of action
Safety
Recovery time
Potency

3. Among the given parameters, which parameter you consider, best defines the below
ment-ioned NMB? (Kindly mark only one molecule with [√ ], against each parameter)
 Neuromuscular Onset of Duration of Recovery
Safety Potency
Blocker Agents Action Action Time
Atracurium
Vecuronium
Rocuronium
Succinylcholine
Cisatracurium
Pancuronium

Kindly mention the dosage protocol you follow for each of the following NMB agents.

st nd
Intubation Maintenance 1 maintenance 2 maintenance
NMB
(mg/kg) (mg/kg) (Time in min) (Time in min)
Atracurium
Vecuronium
Rocuronium
Succinylcholine
Cisatracurium
Pancuronium

5. Under the following parameters, what is your preference of the NMB molecule?
Mention the quantity of the molecule used along with the reason for the choice.

Surgery NMB Agent Quantity Used in single Procedure Reason for the
Duration Preference No. of Vials Strength Choice
<30
minutes

30-60
minutes
>60
minutes

6. Do you need to use the ‘Reversal agent’ with the following NMB molecules? If yes,
What is the percentage of surgery procedure in which you have to use ‘reversal agent’?
Also give the remarks for its need of use.
 Reversal Agent? What % of Procedures?
NMB Agents Remarks if any?
Yes No
Atracurium
Vecuronium
Rocuronium
Succinylcholine
Cisatracurium
Pancuronium

7. Do you use the same agent for intubation and maintenance of neuro muscular blockade?
If No, what are the different combinations of NMBs that you use clinically?

Intubation NMB Maintenance NMB % of procedures?

8. According to you, which of the following is the most vital characteristic of the
Cisatracu-rium?
a. More potent than available NMB agents
b. Less risk associated with the molecule
c. Very Less histamine release than Atracurium
d. Among other intermediate acting NMB, it has slower onset of time

9. Considering the above advantages, which of the following will be the ideal condition
for the use of Cisatracurium?
a. All the GA procedures with duration below 30 min
b. All the GA procedures with duration between 30 – 60 min
c. All the GA procedures with duration above 60 min

Bibliography

Reference Books

th
Marketing Management, Philip Kotler 14 Edition
Research Methodology, C. R. Kothari Second Edition

rd
Strategic Marketing Management, Richard M. S. Wilson, 3 Edition

Medical Journals

Clinical Literatures

Website References
 www.generalanaesthesia.info
 www.drugs.com

 www.wiki-meds.com

 www.druglib.com

 en.wikipedia.org

 www.abbott.co.in

 www.abbott.com