Market Potential for New Anti-Ulcer and Anti-Emetic Drugs

A
PROJECT REPORT
ON
“TO EXPLORE MARKET OPPORTUNITIES FOR NEW PRODUCT
LAUNCH.”
FOR
Resilient Cosmeceuticals Pvt. Ltd
UNDER THE GUIDANCE OF
PROF.MAHESH GADEKAR
SUBMITTED TO
UNIVERSITY OF PUNE
IN PARTIAL FULFILLMENT OF 2 YEARS FULL TIME COURSE
MASTERS IN BUSINESS ADMINISTRATION (M.B.A.)
SUBMITTED BY
DNYANESH PRABHAKAR JOSHI
(BATCH - 2006-08)
THROUGH
VISHWAKARMA INSTITUTE OF MANAGEMENT,
KODHAWA, PUNE-411014

ACKNOWLEDGEMENT
I am highly indebted to Resilient Cosmeceuticals Pvt.Ltd. Pune for giving me
an opportunity to work with one of the best pharmaceutical house in India. This
experience at the beginning of my career will be a very important step towards being a
successful manager. There have been many hearts and brains supporting and guiding me
in this project.
I would like to thank Mrs. Padmaja Jyotish, (Head –Marketing Dept.) & Mrs.
Vishakha Lulay (Head Admin. & HR Dept.) Pune for giving me the necessary insight
in my study.
I am thankful to all Chemists and Doctors in Pune who had devoted me their
valuable time and information to make my project a success.
I take this opportunity to express my deep sense of gratitude and respect to my
internal project guide Mr. Mahesh Gadekar, without whose constant guidance, it
would not have been possible to complete the project.
My profound gratitude to Director of VIM Dr. Sharad L. Joshi who was and
will be always a source of inspiration to me.
Lastly I would like to thank my family, colleagues and friends for boosting my
confidence and helping me throughout the project.
JOSHI DNYANESH PRABHAKAR
Vishwakarma Institute of Management,
Kodhawa Pune- 411014

CERTIFICATE
TO WHOM SO EVER IT MAY
CONCERN
This is to certify that JOSHI DNYANESH
PREABHAKAR is a bonafide student of
VISHWAKARMA INSTITUTE OF MANAGEMENT.
He has successfully carried out his summer project titled
“TO EXPLORE MARKET OPPORTUNITIES FOR
NEW PRODUCT LAUNCH” AT RESILIENT
COSMECEUTICALS PVT. LTD, PUNE in the partial
fulfillment of Master of Business Administration course of
University of Pune (2006 - 2008).
He has worked under our guidance and direction. His work
is found to be good and complete in all respect. During the
period we found him hardworking, sincere and loyal. We
wish him all the best for future.

PROF. MAHESH GADEKAR
DR. SHARAD L. JOSHI
(PROJECT GUIDE)
(DIRECTOR)

1
RESILIENT COSMECEUTICALS PVT.LTD
“Resilient House”, 7th Lane, 26/13,Dahanukar Colony, Pune-411038
Tel.:020-25425393,25425394.Fax:020-25449192. LOGO
Ref. No. Date:
TO WHOMSOEVER IT MAY CONCERN
This is to certify that Mr. Dnyanesh Prabhakar Joshi, a M.B.A. student of BRACTS
Vishwakarma Institute of Management (Pune), have undergone training & completed a project
on “TO EXPLORE MARKET OPPORTUNITIES FOR NEW PRODUCT LAUNCH.”
FOR Resilient Cosmeceuticals Pvt. Ltd.
He has carried out this project for Resilient Cosmeceuticals Pvt. Ltd., from 01/06/2007 to
31/07/2007.
In the span of project duration his candidature was found to be very sincere & hardworking.
We wish him a bright future.
( Sign) Sign
Mrs. Padmaja Jyotish Head HR DEPT
Marketing Manager
Resilient Cosmoceutics Pvt. Ltd

TITLE INDEX
CONTENTS PAGE
NO.
CHAPTER I: EXECUTIVE SUMMARY
1.1 Introduction
1.2 Indian Pharmaceutical Industry
1.3 Company Profile
1.4 The Product Introduction
1-13
CHAPTER II: OBJECTIVE & SCOPE OF PROJECT 14-17
CHAPTER III: THE RESEARCH METHODOLOGY
3.1 Research Design
3.2 Data Collection Techniques
3.3 Data analysis
18-24
CHAPTER IV: ANALYSIS OF THE SURVEY
4.1 Doctors Survey
4.2 Chemist survey
4.3 Observation and Findings
4.4 Conclusion
25-45
CHAPTER V: SUGGESTIONS AND RECOMMENDATIONS 46-48
CHAPTER VI: LIMITATIONS OF SURVEY 49-50
CHAPTER VI: ANNEXURE AND APPENDICES
51-59
2

INTRODUCTION
As par the curriculum of Masters in marketing management I have to do a summer
project in any organization. Resilient Cosmeceuticals Pvt. Ltd. appointed me for project
work. The Main objective of the project is to find out the Market Potential for new
product which company is going to launch soon.
With this primary objective, I started my project work under the guidance of respected
madam, Mrs. Padmaja Jyotish (Head-Marketing Dept.). The duration of my project was
60 days. I have done my project work in Pune City.
The geographical scope of my project limited to Pune City. While doing the project I
came to know about existing customer behavior and the strategies that companies uses
while launching a new product.
A pilot study was undertaken on a sample of 15 respondents. The aim of this study was to
determine the contents of the questionnaire & evaluate if the outputs being delivered
meet the objectives of the survey. To study the existing pattern & to get the feel how the
market functions, a whole week of study was undertaken. After the completion of pilot
study, a questionnaire was made which includes the questions according to objectives of
study. A questionnaire contents of twelve questions divided into two parts, in one part six
questions contents the anti-ulcerant drugs questions which needed to collect
information’s.
4

According to observations and finding, suggestions are given to the company so as to
explore market opportunities for new product launch. Based on the data the Company
should make strong strategies to conquer the market and must take into consideration
direct and indirect competitors while launching the new products in both sector that is in
anti-ulcerant as well as anti-emetics drugs.
During the project I came to know the competitive strategies of the various companies in
the market. As well as the problems faced by the companies in the market. All this
summarized here is presented with deeply interpreted and analyzed in this report in
different chapter.
5

1.1 INDIAN PHARMACEUTICAL INDUSTRY
At a growth rate of 9 per cent per year, the pharmaceutical industry in India is well set
for rapid expansion. As a result of the expansion, the Indian pharmaceutical and
healthcare market is undergoing a spurt of growth in its coverage, services, and spending
in the public and private sectors.
The environment under which Indian pharmaceutical industry is operating is changing
slowly and likely to change significantly in future. The introduction of the IPA, which
did not recognize product patent but only process patent provided a major thrust to
the Indian Pharmaceuticals industry and the Indian companies, began to produce
bulk drugs and formulations at lower costs. This led to high fragmentation in the Indian
pharmaceutical industry due to the emergence of a number of small Indian firms. Thus,
there are about 24,000 companies big, medium and small fighting for a more than $ US 6
Billion market. Out of these around 300 are in the organized sector, around 15,000 being
in the small scale sector and the remaining being very small without any economies of
scale.
India manufactures over 400 bulk drugs and around 60,000 formulations being
distributed by 5,00,000 chemists all over the country.
At present, per capita annual consumption of drugs in India is about Rs.160 (US $ 3.5),
which is still one of the lowest in the world, including developing countries. In India
6

R&D in the area of drugs and Pharmaceuticals is carried out in about 143 in- house R&D
units in industry recognized by the Department of Scientific and Industrial Research, six
laboratories of the Indian Council of Medical Research and nearly 50 Universities. The
industry was worth $3 billion in 1997 and currently valued in the region of $6 billion.
This growth reflects the growing importance of India on the global pharma map.
Many multinational companies have penetrated into India with an aim to market drugs
and conduct clinical trials. Thus, Indian pharmaceutical research, manufacturing, and
outsourcing have received an impetus, thereby, creating an image of a potential
healthcare market and a land of opportunities in pharmaceuticals. The economic
liberalization policies coming to force in the 1990s and the strong emergence of private
sector in the Indian economy has heightened the pace of development of the
pharmaceutical industry and will continue to do so.
Indian Pharmaceuticals industry is one of the fastest growing markets in the world. In
terms of value, the industry accounts for less than 2% of the global market. However, this
industry is expected to grow at rates nearly 200% higher than the global market in the
near future
7

1.2 COMPANY PROFILE-
(CORPORATE OFFICE)
Resilient Cosmeceuticals is an organization with the philosophy to be different from
conventional pharmaceutical culture. ‘Resilience’ is the fierce determination that
organization carries to help overcome disease and bounce back to good health. Resilient
Cosmeceuticals is marketing innovative product for example anti acne therapy,
dermatologicals to treat Vitiligo, Hyperpigementation, psoriasis, keratotic dermatoses,
gynaecological antiinfectives, nutritional supplements, pain management products for
Dermatology, Gynaecology, Orthopaedic, and Physician specialties.
8

Resilient does not stop here, Resilient has its sister concern, geneOmbio Technologies.
GeneOmbio Technologies is an organization with a strong base in the area of genomic
research and has a central laboratory facility offering one of the best infrastructures to
undertake high-tech genomic research projects.
The mission of geneOmbio Technologies is to become a world-class biological solutions
company where Biotechnology creates value addition for every individual in society.
GeneOmbio Technologies intends to develop newer technologies for the betterment of
society and place India on the world map of Biotechnology.
Science and Technology Park, University of Pune (UoP), Department of Science and
Technology (DST), Government of India, recognize GeneOmbio Technologies.
Recently, geneOmbio Technologies has tie up with Thyrocare Technologies, the world’s
largest medical diagnostic company to provide nucleic acid tests (NAT) to its valued
clients.
Resilient Cosmeceuticals turnover is about 13crores, with 150 employees and it will
become one of the growing pharmaceuticals company in near future.
9

www.resilientindia.com www.geneombiotech.com
COMPANY PRODUCTS
Dermatology Gyneacology Orthopaedic Physian
CLINMISKIN GEL ZEBIFORT SUMOTROL ZEBIFORT
ZEBI D RESCAFE SUMOCOL-500 CLINMISKIN GEL
RESCAFE CLINSUPV RESINIM-SP DICLOOPOT-MR
EPIGEN CLINSUP-V3 RESIDOL Tab. RESINIM-SP
SALICURE-6 MS-DOS DICLOOPOT-MR RESINIM
SALICURE-12 TERMISPAZ RESINIM-SP Tab TERMISPAZ
SALICURE-17 SUMOCAL-500 RESIDIP-SP
TROID-5 SUMOTROL RESIDOL
TROID-25 RESIDIP-SP ZEROMITE
TROID Lotion EPIGEN ZOBASTAT
CUTIHYDE SALICURE-6
ZEROMITE SUMOCOL-500
ZOBASTAT SUMOTROL
10

1.3 The Product Introduction
MS-DOS Tablets
DESCRIPTION:
Safest combination of anti-emetic drugs – as a first line therapy in treatment of morning
sickness / nausea & vomiting of pregnancy.
COMPOSITION:
Each enteric coated tablet contains
Doxylamine Succinate U.S.P................ 10 mg
Pyridoxine Hydrochloride I.P................ 10 mg
(Appropriate Overages added)
Excipients........................................... q.s.
SALIENT FEATURES:
a) Enteric coated tablet ensures peak plasma level of drugs in
morning time when pregnant lady suffers from morning sickness.
b) Most effective and safest of all anti-emetic drugs.
INDICATIONS:
Morning sickness / Nausea and vomiting during pregnancy
DOSAGE:
2 Tablets at bedtime and 1 Tablet additionally during
11

daytime, if required
PRESENTATION:
A strip of 10 Tablets.
What is Morning sickness?
Morning sickness is nausea and vomiting during pregnancy. After conception many
physiological changes start taking place in a woman’s body. One such is `hormonal
change’. The body starts increased secretion of sex hormones which stimulates vomiting
center in brain. This leads to nausea and vomiting. This generally occurs in the morning
hence is called as Morning Sickness. For some pregnant women, the symptoms are worse
in the morning and ease up during the course of the day, but they can strike at any time
and last all day long. About 70% of pregnant women experience nausea and sometimes
vomiting during their first trimester. The nausea usually starts around six weeks of
pregnancy, but can begin as early as four weeks. It tends to get worse over the next
month or so. It may get over in second trimester or it may be experienced throughout the
pregnancy.
How to avoid morning Sickness?
12

• Try to avoid foods and smells that trigger nausea.
It might also help to eat bland foods like biscuits,
crackers, corn flakes etc.
• Eat small, frequent meals and snacks throughout
the day so that stomach is never empty.
• Avoid spicy, acidic, and fried foods, which can irritate
digestive system.
• Try eating ginger, cardamom, lemon syrup to ease
out nausea.
What is the treatment?
Report the complaint to doctor. There are drugs called as antiemetics, i.e. drugs which
relieve nausea and vomiting. A doctor will prescribe the same for you. An antiemetic
containing doxylamine succinate with Vit B6 is the safest treatment. Administer the
drugs as advised by doctor if the treatment does not provide enough relief, report to the
doctor.
Rabeprazole Molecule: -
13

Drug Category: - Anti-Ulcer Agents, Enzyme Inhibitors
Indication: - For short-term treatment in the healing and symptomatic relief of erosive or
ulcerative gastroesophageal reflux disease (GERD).
Pharmacology: - Rabeprazole prevents the production of acid in the stomach. It reduces
symptoms and prevents injury to the esophagus or stomach in patients with gastroesophageal
reflux disease (GERD) or ulcers. Rabeprazole is also useful in conditions that produce too
much stomach acid such as Zollinger-Ellison syndrome. Rabeprazole may also be used with
antibiotics to get rid of bacteria that are associated with some ulcers. Rabeprazole is a
selective and irreversible proton pump inhibitor, suppresses gastric acid secretion by specific
inhibition of the H+, K+ -ATPase enzyme system which is found at the secretory surface of
parietal cells. It inhibits the final transport of hydrogen ions (via exchange with potassium
ions) into the gastric lumen.
What is Ulcer?
When superficial inflamed tissue sloughs off the surface of an organ or tissue, the
resulting open sore is called an Ulcer.
People with poor circulation –for instance, diabetics with advanced atherosclerosis-are
susceptible to ulcers in the tissues of their legs. These ulcers, which are called stasis
ulcers, develop because of poor oxygen and nutrient supply to tissues that then become
very susceptible to even a very mild injury or an infection.
An ulcer is a craterlike lesion in a membrane; ulcers that develop in the area of the GI
tract exposed to acidic gastric juice are called Peptic Ulcer.
14

What is treatment?
Rabeprazole belongs to a class of antisecretory compounds (substituted benzimidazole
proton-pump inhibitors) that do not exhibit anticholinergic or histamine H2-receptor
antagonist properties, but suppress gastric acid secretion by inhibiting the gastric
H+/K+ATPase (hydrogen-potassium adenosine triphosphatase) at the secretory surface of
the gastric parietal cell. Because this enzyme is regarded as the acid (proton) pump within
the parietal cell, rabeprazole has been characterized as a gastric proton-pump inhibitor.
Rabeprazole blocks the final step of gastric acid secretion. In gastric parietal cells,
rabeprazole is protonated, accumulates, and is transformed to an active sulfonamide.
When studied in vitro, rabeprazole is chemically activated at pH 1.2 with a half-life of 78
seconds.
15

Drua
CHAPTER II
OBJECTIVE & SCOPE
OF PROJECT
Category Drug Cy
16

RESEARCH OBJECTIVE
I started my work under the guidance of Mrs. Padmaja Jyotish (Resilient Cosmeceuticals
Pvt. Ltd.). It is mentioned in the title of the project that the scope of the project is to study
marketing challenges for new products. The first product is for the anti-ulcerant and other
product is anti-emetics drug. Objectives set by the company were same for both of these
products. Market analysis or marketing challenges is a very broader term, so to brief
these terms, my objective of the study was-
• To study the Market Potential for new product launch. (For both products).
• Finding out Competitor barriers to explore market opportunities.
(For both Products).
• Use of anti-ulcerant and anti-emetics preparations by same or different
customers.
• To study the Quantification and Sale of different anti-ulcerant and anti-
emetics preparations.
17

SCOPE OF WORK
I started my work under the guidance of Mrs. Padmaja Jyotish (Resilient Cosmeceuticals
Pvt. Ltd.) The topic assigned to me was “TO EXPLORE MARKET
OPPORTUNITIES FOR NEW PRODUCT LAUNCH”
The main task assigned to me was to find out whether launching the new products (in
Pune city) in the market is feasible or not. The new products being launched with
following components into it-
 Doxylamine succinate
 Rabeprazole
GEOGRAPHIC SCOPE
The research is conducted in the Pune city, in the major areas where most of the
Gyneacologist & Physicians operate. So covering these major areas can make a good
representative sample.
18

The areas were-
Bibvewadi- Upper Indira Nagar, Market Yard.
Hadapsar-Fatima Nagar, Mohommad wadi, hadapsar gaon.
Peth area- Ravivar peth, Nana peth, Somwar peth, Ghorpade rd, Shukrawar peth, KEM
hosp area, Tilak rd.
Yerwada- Band Garden, Kalyani Nagar.
Others- FC Road, Koregaon Park, Pune Camp
TIME SCOPE
I was given a period of 2 months. The areas that I am supposed to cover were
manageable in this period. I started my project from 1st
June till 30th
July
2007.
19

CHAPTER III
THE RESEARCH
METHODOLOGY
20

CHAPTER III
THE RESEARCH METHODOLOGY
For carrying out a research project successfully one should follow the research
process.
Define the problem
And research objective
Develop the
Research plan
Collect the
Information
Present the
Findings
Make the
Decision
Analyze the
Information
21

RESEARCH METHODOLOGY
Stage 1: Market study-
To study the trend in giving prescriptions by the doctor’s i.e. major products which
doctors prescribes. Hence to find out major prescribers of the products in the category
where company is going to launch the product.
Stage 2: Pilot study-
A pilot study was undertaken on a sample of 15 respondents. The aim of this study was to
determine the contents of the questionnaire & evaluate if the outputs being delivered
meet the objectives of the survey. To study the existing pattern & to get the feel how the
market functions, a whole week of study was undertaken.
Stage 3: Main survey-
Study is of quantitative type on what the researcher tried to understand the doctor’s
preference while prescribing medicines. The research instrument contains open-ended
questions.
22

3.1 RESEARCH DESIGN
Considering well-defined objectives, a framework for designing marketing research
program could be made out. This step is the most encompassing of all steps, requiring
the greatest amount of thought, time and expertise. Since the intelligence eventually
gained from the research is so closely related to the selected research design, this is
the single most import step in the research process and the step most vulnerable to the
typical research errors. Research design includes methodology selection,
questionnaire design, sample design & size and determining data analysis to be used.
Lets discuss them individually.
CLASSIFICATION OF THE RESEARCH STUDY
The Research of this project can be classified in the following broad categories.
1) Quantitative Research:
The objective was to find out the sale of the Resilient products with respect to the
Competitive environment.
2) Analytical Research:
It involved using facts or information already available, data collected through
survey and analyzes these to make critical evaluation of the problem as the
major objective.
DESIGNING THE QUESTIONNAIRE
A questionnaire for the Chemist was designed which aimed at sourcing out the
information fulfilling the objectives of the project.
23

SAMPLE DESIGN
After doing on the research approach and instruments, the marketing researcher must
design a sampling plan. This calls for three decisions:
1. Sampling unit: Who is to be surveyed? The marketing researcher must define the
target population that will be sampled. Once the sampling unit is determined, a
sampling frame must be developed so that everyone in the target population has
an equal or known chance of being sampled. In the project the sample consisted
of chemists and doctors.
2. Sample size: How many people should be surveyed? Large samples give more
reliable results than small samples. Samples of less than 1% of a population can
often provide good reliability, with a credible sampling procedure. The sample
size of the project was 90 chemists.
3. Sampling procedure: How should the respondent be chosen? To obtain a
representative sample, a probability sample of the population should be drawn.
Contact methods: Once the sampling plan has been determined, the marketing
researcher must decide how the subject should be contacted: mail, telephone,
personal.
24

3.2 DATA COLLECTION TECHNIQUE
The primary and secondary techniques of data collection were used to collect the data.
a) Primary technique of data collection:
Personal interview of chemists regarding their weekly sale of different brands.
Mentioned in information collection format.
b) Secondary data collection technique:
Reference to various books, published materials and Websites were made in order
to clearly understand market situation.
Segments targeted:
1) Chemists and druggist.
2) Doctors.
For market survey Pune city was the area of work. Chemists of various areas in
the city were surveyed.
Research instruments:
Marketing researchers have a choice of three main research instruments in collecting
primary data: Questionnaires. Psychological tools, and mechanical devices
1. Questionnaires: It consists of a set of questions presented to respondents.
Because of its flexibility, the questionnaire is by far the most common instrument
used to collect primary data. Questionnaires need to be carefully developed, tested
and debugged before they are administered on a large scale.
25

2. Psychological tools: Marketing researcher can probe a buyer’s deeper beliefs and
feelings using psychological tools such as laddering techniques, depth interviews,
etc. Depth interviewing involves going deeply into the thoughts that an individual
may have about a product service.
3. Mechanical devices: Mechanical devices are occasionally used in marketing
research. Galvanometer measures the interests or emotions aroused by exposure
to a specific ad or picture.
4. Qualitative measures: Some marketers prefer more qualitative methods for
gauging consumer opinion because consumer actions do not always match their
answers to survey questions. New tools such as videos, pagers and informal
interviewing will help marketers overcome the limitations of traditional research
methods.
3.3 DATA ANALYSIS
Data analysis is the last but very important step in any research study to be conducted.
The data collected in the survey was analyzed and presented in graphical forms. The data
analysis is presented in the following chapter.
26

CHAPTER IV
DATA INTERPRETATION
& ANALYSIS
27

4.1 Pune Area - Doctors Survey:-
Analysis and Interpretation of Data:
Data analyzed here that obtained from about 66 Gyneacologists and 70
General Practitioners located in different areas in Pune.
Quantity prescribed By Doctor per week in Pune City.
(Hadapsar, Kalyani Nagar, Bibvewadi, Koregaon Park, Peth areas, FC Road, Yerwada, Pune
Camp)
ANTI-ULCERANT DRUGS: -
Break-up of anti-ulcerant drugs in plain category that are surveyed in Pune which
are prescribed by Doctors.
Drugs Prescribed by Doctor, used in treatment of
Ulcer- PLAIN
Rabecip
14%
Omez
14%
Domstol
13%
Ocid
12%
Pantop
13%
Pantagon
11% Rablet
23%
Rablet
Rabecip
Omez
Domstol
Ocid
Pantop
Pantagon
EXPLANATION:
Analysis done as per the data obtained from ninety chemists in different areas in Pune.
In Plain category Rablet contributes 23% of total share and Omez is the 2nd
Preference
that is prescribed by Doctors. In Bibvewadi and Hadapsar areas Rablet shows first choice
prescription drug that are prescribed by Doctors. Domstol and Rabecip also contribute
remarkable increase in over the counter sale.
28

Break-up of anti-ulcerant drugs in combination category that are surveyed in Pune
which are prescribed by Doctors.
Drugs Prescribed by Doctor, used in treatment of
Ulcer-COMBINATION
Pan D
47%
Omez D
29%
Rablet D
24%
Rablet D
Omez D
Pan D
EXPLANATION:
In Combination category Pan-D contributes 47% of total share and Omez-D is 2nd
Preference that is prescribed by Doctors. In combination category of anti-ulcerant drugs,
most of the area shows Pan-D is more prescribed by Doctors. Pan-D contains
Pantoprazole + Domperidone molecules which have less side effects. Doctors in Peth’s
areas give first preference to Omez-D capsules that shows 29% of total share. Rablet-D
counts 24% of total areas surveyed.
29

ANTI-EMETICS DRUGS: -
Break-up of anti-emetics drugs in plain category that are surveyed in Pune which
Drugs Prescribed by Doctor,used in treatment of
Vomiting and nausea in pregnancy-PLAIN
Doxinate
43%
Ms Dos
16%
Doxila B6
41% Doxila B6
Doxinate
Ms Dos
EXPLANATION:
In Plain category Doxinate contributes 43% of total share and Doxilla B6 is the 2nd
Preference that is prescribed by Doctors. Data obtained from questionnaires are analyzed
on the basis of direct and indirect competitor’s survey and analyzed it to known exact
position of drugs that is present in market and also to testing market potential in process
of new product launching programme.
Ms-dos contributes 16%of total share and hence positioning of that drug must need
Marketing strategy to locate area of major demand and giving rise to direct selling of
product in preference to competitor’s brand.
30

Break-up of anti-emetics drugs in combination category that are surveyed in Pune
Drugs Prescribed by Doctor,used in treatment of
Vomiting and nausea in pregnancy-
COMBINATION
Doxila B6 Plus
31%
Doxinate OD
28%Doxinate Plus
41%
Doxinate OD
Doxila B6 Plus
Doxinate Plus
EXPLANATION:
In Combination category Doxinate Plus contributes 41% of total share and Doxilla B6
Plus is 2nd
Preference that is prescribed by Doctors. Doxinate OD shows 28% of total
share and in Pune it was observed that combination categories drugs are more prescribed
by doctors especially in Bibvewadi, Hadapsar and Yerwada region due to most
availability Gyneacologist.
31

Break up of molecules that are used in treatment of ulcer in which
combination category contributes 65% and plain category contributes
35% of total share.
Plain category includes molecules like rabeprazole, Pantoprazole, omeprazole.
Combination category includes molecules like rabeprazole+Domperidone,
Pantoprazole+Domperidone, omeprazole+Domperidone.
EXPLANATION
In anti-ulcerant category the drugs prescribed by Gynecologist contributes 65%
combination phase share and in the same GP’s shows 35% plain share.
Hence it is conclude that in pune region combination category drugs are more preferred
for treatment of ulcerant diseases.
Molecules that are used in treatment of Ulcer,Prescribed by Doctors
Per Week
combination
65%
plain
35%
32

Quantity prescribed by Doctors per week in treatment of ulcer in both categories
Bar line graph shows quantification and sale of different anti-ulcerant drugs which
contributes more in combination category than plain.
66 Gyneacologist and 70 General Physicians were surveyed to gather the following
information
0
1000
2000
3000
Qty/week sell
Doctors
Qty prescribed per weeks by doctors in each category of
anti-ulcerant drugs
Plain
Combinaton
Plain 2270 2056
Combinaton 2631 2690
Gyanecologist Physician
EXPLANATION:
The bar line chart shows that the quantity prescribed by Doctors in both categories of
anti-ulcerant drugs, where 66 Gyneacologist and 70 GP’s surveyed to know use of anti-
ulcerant drugs in Pune areas which comes to result that combination categories drugs are
more prescribed than plain category of drugs. In combination categories, Pan-D was first
choice drugs that are prescribed by Doctors and in plain categories Rablet was the first
choice drugs that are prescribed by Doctors.
33

Break up of molecules that are used in treatment of vomiting and
nausea in pregnancy in which plain category contributes 43% and
combination category contributes 57% of total share.
Plain category includes molecules like doxylamine, prednedoxine.
Combination category includes molecules like doxylamine+pyridoxine10mg,
doxylamine+pyridoxine20mg, and doxylamine+folic acid pyridoxine.
EXPLANATION
In anti-emetics category the drugs prescribed by consultant contributes 57% combination
phase share and in the same GP’s shows 43% combination share.
Hence it is conclude that in Pune region combination category drugs are more preferred
for treatment of vomiting and nausea in pregnancy.
34

Quantity prescribed by Doctors per week in treatment of Vomiting and
Nausea in both categories
Bar line graph shows quantification and sale of different anti-emetics drugs, which
contributes more in combination category than plain.
66 Gyneacologists and 70 General Physicians were surveyed to gather the following
information
0
500
1000
1500
2000
Qty/week sell
Doctors
Qty prescribed per week by doctors in each category of
anti-emetics drugs
Plain
Combinaton
Plain 1332 228
Combinaton 1730 309
Gyanecologist Physician
EXPLANATION:
The bar line chart shows the quantity prescribed per week by doctors in each category of
anti-emetics drugs, which comes to result that combination categories drugs are more
preferred by doctors as compare to plain categories drugs. 66 Gyneacologist are surveyed
to find out this information and thus quantification and sale of combination drugs are
more than plain categories of drugs.
35

4.2 Chemist Survey: -
Analysis of data on basis of information obtained from chemists and
druggists in Pune.
Break-up of anti-ulcerant drugs in plain category that are surveyed in Pune which
Drugs used in treatment of ulcer
Plain
Pantop
14%
Ocid
10%
Domstol
9%
Rabecip
10%
Omez
21%
Rablet
25%
Pantagon
11% Rablet
Rabecip
Omez
Domstol
Ocid
Pantop
Pantagon
EXPLANATION
In Plain category Rablet contributes 25% of total share and Omez is the 2nd
Preference
that is prescribed by Doctors. As the data collected from different chemist and druggist
located in Pune regions shows that all plain molecules have near about equally settled
markets which comes to know that no such a brand aggregated in specific areas in Pune.
Pantop, Pantagon, ocid also well market in Yerwada and Kalyani Nagar areas.
36

Break-up of anti-ulcerant drugs in combination that are surveyed in Pune which are
prescribed by Doctors.
Drugs used in treatment of ulcer
Combination
Pan D
40%
Omez D
29%
Rablet D
31%
Rablet D
Omez D
Pan D
EXPLANATION:
In Combination category Pan-D contributes 40% of total share and Rablet-D is 2nd
Preference that is prescribed by Doctors. In most of the areas in Pune Pan-D shows
profitable market as molecules Pantoprazole have less side effects and hence most of the
doctors preferred this combination in treatment of ulcer. Omez-D contributes 29% of
share and having market in Yerwada and FC road areas.
37

Break-up of anti-emetics drugs in plain category that are surveyed in Pune which
Drugs used in treatment of Vomiting and
nausea in Pregnancy - Plain
Doxila B6
41%
Ms Dos
17%
Doxinate
42%
Doxila B6
Doxinate
Ms Dos
EXPLANATION:
In Plain category Doxinate contributes 42% of total share and Doxila B6 is the 2nd
Preference that is prescribed by Doctors. Ms Dos tablets show 17% of total share and
hence to launch advanced category drug of this segment, company must need product
awareness strategy. In Bibvewadi and Hadapsar, tab. Doxinate has more market share but
in Yerwada and Peth’s areas Doxila B6 shows compatible market.
Ms Dos drug shows little spread market in all areas in Pune.
38

Break-up of anti-emetics drugs in combination category that are surveyed in Pune
Drugs used in treatment of Vomiting and nausea in
Pregnancy - Combination
Doxinate
Plus
44%
Doxila B6
Plus
23%
Doxinate
OD
33% Doxinate OD
Doxila B6 Plus
Doxinate Plus
EXPLANATION:
In Combination category Doxinate Plus contributes 44% of total share and Doxinate OD
is 2nd
Preference that is prescribed by Doctors. 66 Gyneacologist surveyed to collect this
data and analyzed to find out highest selling brands in particular regions of Pune. Doxila
B6 plus shows 23% of share but have strong market in Yerwada and FC road areas
39

AREA WISE ANALYSIS OF THE DATA OBTAINED FROM CHEMIST AND
DRUGGIST FROM DIFFERENT AREAS IN PUNE OF ANTI-ULCERENT
DRUGS
Drugs Used in treatment of Ulcer prescribed by
doctors
0
200
400
600
800
1000
1200
1400
Bibvewadi
MarketYard
Hadapsar
Yerwada
KalyaniNagar
KoregaonPark
FCRoad
NanaPeth
RastaPeth
SomwarPeth
Areas
Total sell of
prescribed
drugs
Plain
Combination
EXPLANATION:
Drugs that used in treatment of ulcer are area wise analyzed and plotted above which
shows that combination category drugs has more market than plain category. Also
Bibvewadi, Hadapsar and Peth’s areas shows highest selling areas in both category of
drugs and which means opportunities to make market in that area was high in case of new
product launch. About 90 chemists surveyed to collect this information and data analyzed
to find most product selling area in Pune.
40

AREA WISE ANALYSIS OF THE DATA OBTAINED FROM CHEMIST AND
DRUGGIST FROM DIFFERENT AREAS IN PUNE OF ANTI-EMETICS DRUGS.
EXPLANATION:
Drugs that used in treatment of vomiting and nausea in pregnancy are area wise analyzed
and plotted above which shows that combination category drugs has more market than
plain category. Also Bibvewadi, Hadapsar and Peth’s areas shows highest selling areas in
both category of drugs and which means opportunities to make market in that area was
high in case of new product launch. About 90 chemists surveyed to collect this
information and data analyzed to find most product selling area in Pune.
41

4.3 OBSERVATIONS AND FINDINGS
• For the treatment of ulcer, the Doctors prefer of 65% combination category of
drugs where plain category contribute 35% of total share.
• Rablet is most selling product in Plain category showing 25% of share. Pantop,
Omez are the direct competitors. Pantagon and Rabecip are some other
competitors.
• Pantoprazole + Domperidone are the most prescribed molecule in combination
category contributes 40% of total share.
• For both the products, there is no such particular area where the doctors are
aggregated. They are spread over the different areas.
• For the treatment of vomiting and nausea in pregnancy, the Doctors Prefer 57%
of combination category drugs and 43%of Plain category drugs.
• In combination category of anti emetics product, Doxinate plus shows highest
share of 42% and Doxilla B6 plus is 2nd
choice drug
• In plain category Doxinate is most selling product shows 43% share as compare
with Doxilla B6 and Ms Dos.
43

• In Pune, Bibvewadi and Hadapsar areas contributes most products selling areas
for anti-emetics drugs as compare to other areas.
• In all Peth’s and yerwada region areas, anti-ulerant drugs have most selling
market than anti-emetics due to most availability of GP’s.
44

4.4 CONCLUSION:
From the survey of 90 Chemists following conclusion were drawn
• Overall there are 6-7 molecules that are used for treatment of ULCER.
• In the category of combination of molecules pantoprazole + Domperidone is the
dominant molecule, which can be considered as one of the major direct
competitor so far available in the market.
• Peth areas, Bibvewadi & Hadapsar are growing markets for the new product to be
launched.
• In anti-emetics drugs, the combination category drugs prescribed by
Gyneacologist contribute more, than Physician’s.
• Hence it is concluded that in Pune region combination category drugs are more
preferred for treatment of vomiting and nausea in pregnancy.
• In anti-ulcerant drugs, the plain category drugs prescribed by Gyneacologist
contribute less as compared to Physician.
46

• Hence it is concluded that in Pune region combination category drugs are more
preferred for treatment of ulcerant diseases.
• Quantification and sale of anti-emetics drugs that are used in pregnancy
contributes highest in combination category.
• Quantification and sale of anti-ulcerant drugs contributes more in combination
category as per quantity sold in per week.
47

CHAPTER V
SUGGESTIONS AND
RECOMMENDATIONS
48

SUGGESTIONS AND RECOMMENDATIONS
Resilient should focus on the aspects listed below to ensure a better business:-
I. Anti-ulcerant Drugs:-
• Sale of RABEPRAZOLE molecule is high as in plain category, so promoting our
product in this category will be beneficial.
• In case of combination Category Company should launch Pantoprazole +
Domperidone combined molecules, which is more profitable sector.
• The target customer should be G.P. for the drugs used in treatment of ulcer as more
GP’s prescriptions contribute those categories of Drugs.
• The company should launch a promotional scheme for retailers’ e.g. 10+ 1-i.e.1 strip
free on purchase of 10 strips.
• The company can maintain a database of the potential Prescribers and can organize a
conference, seminar of the Doctors of a particular region to make them aware about
new product and send them bouquet of flowers or a greeting card through the area
Med. Rep. on occasions of Anniversaries and Birthdays.
49

II. Anti-emetics Drugs: -
• Sale of Doxinate and Doxinate Plus is more in treatment of vomiting and nausea in
pregnancy and hence these are more potential competitors to explore market
opportunities for new product launch.
•
• Gyneacologist as well as General Practitioner’s segment need to be
• tapped to make them aware about new product & its molecular mode of action on the
disorder that are observed during pregnancy.
• Company should improve supply chain of value delivery of new product that may
display the good distribution of channels, and it strongly needs to business policy.
50

CHAPTER VI
LIMITATIONS OF
SURVEY
51

LIMITATIONS OF THE SURVEY
 The survey was limited for Pune region only.
 Random sampling of chemists was done under the market survey.
 Due to the restricted time frame the sample size was small. Bigger sample size
would have made few aspects more clear.
 Sales accounts for Doctor’s prescription as well as over the counter sale.
 While interviewing, the response to each question was not possible for few
chemists, so it is not possible to get perfect perception of interviewee.
 Afternoon time is only the time when retailers entertain, for rest of the time is
considered as rush hours; so researcher can target maximum of 7-8 retailers per
day.
52

CHAPTER VII
ANNEXURE AND
APPENDICES
53

QUESTIONNAIRE
Summer Project: 2007 Surveyor: Dnyanesh P. Joshi
NAME AREA
CONTACT NO
1) What are the molecules that are prescribed in treatment of ulcer?
Molecules (plain) Avg. sale= no. strips X cost per strip
(Per week/month)
a. Rabeprazole
b. Omeprazole
c. Pantoprazole
d. Lansoprazole
e
2) Which are the brands available for these molecules?
Molecules (Plain) Brand name Avg. Sale= no. strips X cost per
strip (per week/month)
Rabeprazole
Omeprazole
Pantoprazole
54

Lansoprazole
3) I would like to know the names of the Doctors who prescribes these brands-
Brand name Name of the Doctor. Quantity prescribed.
(Per week/month)
4) What are the molecules that are prescribed in treatment of ulcer? (In
combination)
Molecules (Combi.) Avg. sale= no. strips X cost per strip
(Per week/month)
a. Rabeprazole + Domperidone
b. Omeprazole + Domperidone
c. Pantoprazole + Domperidone
d. Lansoprazole + Domperidone
e.
5) Which are the brands available for these molecules? (In combination)
Rabeprazole +
Domperidone
55

Omeprazole +
Domperidone
Pantoprazole +
Domperidone
(In combination)
Brand name Name of the Doctor. Quantity prescribed.
(Per week/month)
7) What are the molecules that are prescribed in treatment of nausea and
vomiting in pregnancy? (Plain)
Molecules (plain) Avg. sale= no. strips X cost per strip
(Per week/month)
a. Doxylamine
b.
c.
8) Which are the brands available for these molecules?
Doxylamine Succinate
56

Brand name Name of the Doctor Quantity prescribed.
(Per week/month)
10) What are the molecules that are prescribed in treatment of nausea and
vomiting in pregnancy? (In combination)
Molecules (Combi.) Avg. sale= no. strips X cost per strip
(Per week/month)
a. Doxylamine (10mg)
+ Pyridoxine (Vit. B6) (10 mg)
b. Doxylamine (10mg)
+ Pyridoxine (10mg)+ Folic Acid (2.5 mg)
c. Doxylamine (20mg)
+Pyridoxine (20 mg)
d.
11) Which are the brands available for these molecules? (In combination)
Molecules
(combination)
Brand name Avg. Sale= no. strips X cost per
Doxylamine (10mg)
+ Pyridoxine (Vit.
B6) (10 mg
Doxylamine (10mg)
+ Pyridoxine (10mg)+
Folic Acid (2.5 mg)
57

Doxylamine (20mg)
+Pyridoxine (20 mg )
(In combination)
Brand name Name of the Doctor Quantity prescribed.
(Per week/month)
58

Following is the list of potential customers, which is outcome of my study. Also “finding out
potential customer” was my one of the objective.
List Of Doctor Gynae. List Of Doctor GP
Area
Bibvewadi
Dr.N.P.Rao-M.D D.G.O Dr.Sacheen Yadav-MD
Dr.S.S.Janorkar-DGO Dr.Pradip Joshi
Dr.Manasi Joshi MD DGO Dr.Dilip Kale- MBBS
Dr.Alkananda Vaidya-MD DGO Dr.Chordiya
Dr.Arundhati Kande MBBS DGO Dr.Purohit
Dr.Mrs.S.R.Gundecha Dr.Sacheen Yadav-MD
Dr.Shama Despande MD DGO Dr.Kiran Gandhi
Dr.Ranjana Joshi-MD DGO Dr.Nilesh Gujar-Pade.
Dr.Harshal ParasniasMD DGO Dr.Waghmare-GP
Dr.Shubhada Jathar -M.D.D.G.O Dr.Kasabekar-MD
Dr.Madhuri Kashyap MD DGO Dr.Tejal Gupte
Dr.Rajendra Jathar-M.S
Dr.Kadam-GP
Dr.Bhagali-MD
Dr.N.D.Nisal-GP
Area
Market Yard
Dr.Charuchandra Joshi MD DGO Dr.Kasabekar-MD
Dr.S.S.Janorkar-DGO Dr.Shah MBBS
Dr.Shailaja Kale MD DGO Dr.Sangore
Dr.Kalpana Chhajed MD DGO Dr.Chetan Pradhan-GP
Dr.Prakash Patil-MBBS
Area
Hadapsar
Dr.Swati Dole MD DGO Dr.Devdar MD
Dr.Shyamala Mali MD DGO Dr.Shinde MBBS
Dr.Patil-Dule S D MD DGO Dr.Saskure MBBS
Dr.Jayashree Gangwani MD
DGO Dr.M.Garg MBBS
Dr.Shital Shreegiri MD DGO Dr.Lingayat MBBS
Dr.Kelkar MBBS DGO Dr.C.N.Chavan MD
Dr.Anita Alatkar MD DGO Dr.Anand Rarikar
59

Dr.Jyoti Jalte MD DGO Dr.Dilip Mane MD
Dr.S S Dusane DGO Dr.Anil Alatkar MS
Dr.Manoj Jalte MD
Dr.Ajit Nalawade MBBS
Dr.Gayakwad MBBS
Dr.Dharmadhikari MD
Dr.Jadkar MBBS
Dr. S S Patil MBBS
Dr.K Krushna MBBS
Dr.Salunkhe MBBS
Dr.Sanjeev Dole MD
Area
Pune Camp
Dr.Santosh Shidid MD DGO Dr.Rajeev Joshi MD
Dr.Mulchandani MD
Dr.Raju Bhalerao MBBS
Yerwada
Dr.Gangla MD DGO Dr.Ghodake MBBS
Dr.Vaishali Chaudhari MD DGO Dr.Shekh MBBS
Dr.Mrs.Shah MD DGO Dr.Valungkar MD
Dr.Sonawane D G. MD DGO Dr.Kiwalkar MD
Dr.S K Agrawal MD DGO Dr.Pramod Satpute MBBS
Dr.Shubha Sewani MD DGO Dr.Mukadam MBBS
Dr.Dole-Patil MD DGO
Dr.Shusma Yeole MD DGO
Area
Korgaon
Park
Dr.Mrs.Phulpagare MD DGO Dr.Desai Gaurav MD
INLAX HOSPITAL Dr.Advani MD
Dr.Kamran GP
Dr.Anwar GP
Dr.Jakare INLAX
HOSPITAL
Area
Kalyani
Nagar
Dr.Shubha Sewani MD DGO Dr.Raj Sewani MD
Dr.Mrs.Shah MD DGO
Dr.Paradkar MD DGO
Area
F C Road Dr.Rahul Damale MD DGO Dr. Runawal MD
Dr.Vikram Kulkarni MD DGO Dr.Milind Desai MDS
Dr.Vishkha Kulkarni MD DGO
Area
60

Peth's Dr.Snehal Aware DGO Dr.Ambike GP
Dr.Anuradha Mulay MD DGO Dr. Kamat MBBS
DR.Renu Relwani MDDGO Dr.Arun Joshi MBBS
Dr.Priya Badve MD DGO Dr.Kapuswala BAMS
Dr.S S Kagli MD DGO Dr.P T Gaykwad MD
Dr.Vinesh Nagare MD DGO Dr. Sandip Kirad MBBS
Dr.Pallavi Kaluskar MD DGO Dr.Arvind Kulkarni MD
Dr. Sunita Tandulwadkar MD
DGO Kamala Nehru Hospital
Dr.Shabana Menon MBBS DGO Dr.Manish Kulkarni MD
Dr. Madhuri Kulkarni MD DGO Dr.shubodh Bhade MBBS
Dr.Sanjay Shah MBBS DGO Dr.Rajan Patel BHMS
Dr.Vishwas Baroe MBBS
Dr.Meenal Sowani MBBS
Dr.Sunil Rajore MBBS
Dr.Saresh Parasnis MD
GLOSSARY
Med.Rep - Medical Representative
GP - General Practitioner
q.s. - Quantity sufficient
I.P - Indian Pharmacopoeia
U.S.P - United State Pharmacopoeia
mg - milligram
Bibliography:
1) Research Methodology
Methods and Techniques
II Edition
C.R.Kothari
2) Customer Relationship Management: A Key to Corporate Success
V.Venkata Ramanna
G.Somayajulu
3) Marketing Management
11 Edition
Philip Kotler
61

Internet source www.resilientindia.com
www.pharmabiz.com
62

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