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A PROJECT REPORT
ON
SALES POTENTIAL OF PAIN MANAGEMENT &
DESENSITIZER TOOTHPASTE
FOR
DR.REDDY'S LABORATORIES LIMITED
SUBMITTED TO LOVELY PROFESSIONAL UNIVERSITY
IN PARTIAL FULFILLMENT OF THEREQUIREMENTS FOR THE AWARD OF DEGREE OF
MASTER OF BUSINESS ADMINISTRATION
SUBMITTED BY
SHALLINI SHARMA
2020070004
DEPARTMENT OF MANAGEMENT LOVELY PROFESSIONAL UNIVERSITY
PHAGWARA (2008)
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 1
Duration of the project:
23rd June – 2nd August, 2008 ( 6 weeks)
Name of Company:
Dr.Reddy's Laboratories LimitedBlock-III, level V, White House,Kundanbagh, BegumpetHydrabad 50016, India.
Project:
To check Sales Potential of Pain management & Desensitizer toothpaste in Jalandhar & Pathankot.
Mentor:
Mr. Bindusar Kalia (Professional Service Representative)
Status of the Project:
Completed
Experience in the company:
Good, learning experience
Project Submitted By:
Shallini SharmaMBA (Marketing)2007-09E-mail Id: [email protected]: August 2, 2008
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 2
AUTHENTICATION CERTIFICATE
To whomsoever it may concern
This is to certify that, Ms. Shallini Sharma, Regd. No. 2020070004, has completed her project
entitled “To check Sales Potential of Pain management & Desensitizer toothpaste” in
Marketing. The project has been submitted in partial fulfillment of requirement for the course of
Degree of Master of Business Administration from Lovely Professional University,
Phagwara. She joined Dr.Reddy's laboratories limited on June 23, 2008. During this period she
has displayed exemplary code of conduct.
She has worked under my supervision and guidance, and that no part of this report has been
submitted for award of any Degree, Diploma, Fellowship, or any other similar title or project.
PROJECT GUIDE
Mr. Bindusar Kalia(Professional Service Representative)
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 3
Confirmation letter from Dr.Reddy's Laboratories Limited
Note: Forwarded message attached
-- Original Message --
From: "alok prasad shrivastava" <[email protected]>To: [email protected]: "harshdrl" <[email protected]>Subject: Selected Ms.Shallini Sharma
To The Placement CoordinatorLovely School Of Business Punjab-144402
Dear Sir/Mam,Please refer No:A0103/LPU/TC/ST/08 regarding Ms.Shallini Sharma joining as summer training to Dr.Reddy’s.We are please to inform you that she has been short listed for the same. She will be doing this project in Ludhiana & Jalandhar.This is for your information .
RegardsAlok ShrivastavaDr.Reddy's Laboratories Limited
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 4
ACKNOWLEDGEMENT
Before I get into the details of my project, I would like to show my sincere gratitude by adding few
heart full words for the people who were part of this project report in numerous ways. People who
gave unending support right from the stage the project were conceived.
I take this opportunity to give a special thanks to Mr. Harsh Vig (Area Sales Manager) for providing
me the opportunity to do my summer training at Dr. Reddy’s Laboratories Ltd.and for granting me the
project as well. I would also like to express my heartfelt thanks to Mr. Bindusar Kalia (Professional
Service Representative) for taking the responsibility to be my supervisor till the completion of the
project. I am indebted to him for the active involvement in the extensive discussions, which have
taken place over the past month despite his busy schedule. He has been an invaluable source of
thoughtful comments and conceptual insights and I would like to thank him for the intellectual input
and help in conceptualizing the project.
I would also like to thanks Mr. Amrit Pal Singh (Professional Service Representative) for the
cooperation and intellectual counsel he gave me throughout the work on this project. I would also like
to express my deep sense of gratehide to my respected teacher, Mr. Pankaj Jain, an ideal teacher and a
true guide, for his rendered invaluable help and guidance to me during my project. He remained a
continuous source of information and motivation for me.
Last but not the least; I owe my overwhelming gratitude to all the people who have directly or
indirectly have contributed to the completion of the project.
Sincerely,Shallini Sharma
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 5
Table of Contents
Part I Page No
Introduction:
A. Pharmaceutical Marketing ………………………………………………… 10
B. Review Of Literature….…………………………………………………… 13
Part II
Introduction to:
Pharmaceutical Sector:
A. Indian Pharmaceutical Industry: An Overview……………………………… 15
B. Major Players in pharmaceutical industry…………………………………... 19
Dr. Reddy’s Laboratories Ltd.
A. Dr. Reddy’s Laboratories Ltd. - life, research, hope………………………. 23
B. Recent Achievements & Milestones……………… ……………………… 26
C. Product Range………………….………………………………………….. 33
D. Statistical profile from 2000-2008……………………………………… 37
E. Current Financial status…………………………………………............... 40
F. Future Prospectus……………………………………………………….. 41
Part III
A. Objectives of the study……………………………………………….…..…. 43
B. Research Methodology……………………………………………………… 44
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 6
Part IV
A. Data Analysis and Interpretation ……………………………………….. 48
Of Jallandhar …………………………………………………….. 49
Of Pathankot …………………………………………………….. 60
Part V
A. Findings & Recommendations ………………………………………….. 70
B. Conclusion ………………………………………………………………. 72
C. Questionarre …………………………………………………………….. 73
D. Bibliography ……………………………………………………………. 76
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 7
List of Tables
Table No. Particulars Page No.
1.1 Growth Indicator of Pharmaceutical Industry 17
1.2 Market Share of Indian Pharmaceutical companies 18
List of Figures
Figure
No.
Particulars Page No.
1.1 Growth of Indian Pharmaceutical Industry 18
1.2 Therapy wise Product distribution of Dr. Reddy’s Labs 35
1.3 Area wise distribution of Respondents 48
FOR JALLANDHAR
1.4 Business wise distribution of respondents 49
1.5 Therapy wise distributions of respondents 50
1.6 Market share of various pain killer salts in the market 50
1.7 Market leaders for analgesics 51
1.8 Quantity sale graph for analgesics 52
1.9 Market Share of Various salts used in Desensitizer Toothpaste 53
2.0 Market leaders for Desensitizer Toothpaste in the market 54
2.1 Quantity sale graph for salts used in Desensitizer Toothpaste 54
2.2 Mode of Selling for analgesics & Desensitizer Toothpaste 55
2.3 (a)
Respondents views for:
Quality of products 56
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 8
2.3(b) for Price variation of products 56
2.3(c) for Availability of product in the market 57
2.3(d) for Wide Publicity of products 58
2.3(e) for Recommendations by Medical officers 58
FOR PATHANKOT
2.4 Business wise distribution of respondents 60
2.5 Therapy wise distributions of respondents 61
2.6 Market share of various pain killer salts in the market 61
2.7 Market leaders for analgesics 62
2.8 Quantity sale graph for analgesics 63
2.9 Market Share of Various salts used in Desensitizer Toothpaste 64
3.0 Market leaders for Desensitizer Toothpaste in the market 65
3.1 Quantity sale graph for salts used in Desensitizer Toothpaste 65
3.2 Mode of Selling for analgesics & Desensitizer Toothpaste 66
3.3(a)
Respondents views for
Quality of products 67
3.3(b) for Price variation of products 67
3.3(c) for Availability of product in the market 68
3.3(d) for Wide Publicity of products 69
3.3(e) for Recommendations by Medical Officers 69
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 9
Pharmaceutical Marketing
History
The marketing of medication has a long history. The sale of miracle cures, many with little real
potency, has always been common. Marketing of legitimate non-prescription medications, such as
pain relievers or allergy medicine, has also long been practiced. Mass marketing of prescription
medications was rare until recently, however. It was long believed that since doctors made the
selection of drugs, mass marketing was a waste of resources; specific ads targeting the medical
profession were thought to be cheaper and just as effective. This would involve ads in professional
journals and visits by sales staff to doctor’s offices and hospitals. An important part of these efforts
was marketing to medical students.
It was found that the average cost to bring to market a so-called block-buster drug is currently
estimated at $895 million (EFPIA, 2002). Obviously firms who spend that kind of money need to
recoup their costs. In order to sustain current levels of growth, firms would need to introduce one new
product each year that would sell $4.9 million for each 1 to 1.5 per cent it has of the world pharmaceutical market.
A. DIRECT AND INDIRECT MARKETING TO HEALTH CARE PROVIDERS
Physicians are perhaps the most important players in pharmaceutical sales. They write the
prescriptions that determine which drugs will be used by the patient. Influencing the physician is the
key to pharmaceutical sales. Historically, this was done by a large pharmaceutical sales force. A
medium-sized pharmaceutical company might have a sales force of 1000 representatives. The largest
companies have tens of thousands of representatives around the world. Sales representatives called
upon physicians regularly, providing information and free drug samples to the physicians. This is still
the approach today; however, economic pressures on the industry are causing pharmaceutical
companies to rethink the traditional sales process to physicians. In 2002, the pharmaceutical industry
spent $ 5.63 billion on promotions, which include free office supplies, all-expenses-paid events, sales
representatives, and awards to physicians (Parker and Pettijohn), 2003.
Corstjens (1991) identifies four main buying parties for prescription drugs:
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 10
Prescriber – prescribing rights vary internationally and this category may include doctors,
dentists, pharmacists, nurses and optometrists.
Influencer – hospitals, nurses, professors, reimbursement agencies
Consumer – patient
Financier – partly patient, partly government or third party (varies by country), managed
health care organization (hospitals, Health Maintenance Organizations etc.)
B. DIRECT MARKETING TO PATIENTS
Since the late 1970s, direct-to-patient marketing of prescription drugs has become important. Many
patients will inquire about, or even demand to receive, a medication they have seen advertised on
television. In the United States, recent years have seen an increase in mass media advertisements for
pharmaceuticals. Expenditures on direct-to-consumer (DTC pharmaceutical advertising) have more
than quintupled in the last seven years since the FDA changed the guidelines, from $700 million in
1997 to more than $4 billion in 2004. Heavy direct-to-consumer (DTC) advertising strongly correlates with increased sales for the promoted drugs but, in terms of both money and health, may not be in the best interest of patients.
Key facts
Marketing to Health Care Providers & Prescribing Patterns:
A 2008 physician survey by KRC Research found that the vast majority of physicians say their
clinical knowledge (92%) and a patient’s unique situation (88%) greatly influence their
prescribing decisions. 35% point to patients’ coverage and formulary as an important factor in
prescribing, while just 11% say that pharmaceutical company representatives greatly influence
them. Surveys by Boston Consulting Group and Tufts Center for the Study of Drug
Development echo these findings.
1/3 of physicians report that they do not always discuss treatment options that are not covered
by an insurer.
Approximately 67% of all prescriptions used in the United States are generic. This is a sharp
increase in recent years—49% of prescriptions in 2000 were for generics—and one of the
highest generic use rates in the world.
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 11
Nearly 90% of physicians are either very satisfied (29%) or somewhat satisfied (59%) with the
information they received from company representatives, according to the KRC survey. The
BCG survey yielded similar results with over 90% of physicians believing information from
representatives to be either very valuable (38%) or somewhat valuable (53%).
The 2008 KRC physician survey found 69% of physicians believe free drug samples are either
always useful (52%) or often useful (17%). 95% of physicians surveyed agreed that samples
allow patients to start immediate treatment and 84% said that samples provide them with
useful first-hand experience.
A recent Kaiser Family Foundation survey found that 75% of physicians frequently (58%) or
sometimes (17%) give patients samples to assist them with their out-of-pocket costs. Physician
/ Patient Relationship
According to an FDA survey, a vast majority (over 90%) of patients who asked about a drug
reported that their physician “welcomed the question.”
The FDA survey also polled 500 physicians and found that:
73% believed that DTC ads helped patients ask thoughtful questions.
53% of physicians considered the number one benefit of DTC ads to be the better discussions
they had with their patients about their health.
91% of physicians said the patient did not try to influence the course of treatment in a way that
would have been harmful
American patients receive about 1/2 of recommended care, according to a landmark
2003 study by RAND Health.
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 12
Review of Literature
Qaiser.M, Chandran P.Mohan (Saturday, October 29, 2005), said that in the present situation,
Indian pharmaceuticals may have weathered the storm because of many factors. The 'product patents'
of foreign companies may have expired, or may have a corresponding 'process patent' in India, or may
not have been registered as patents in India. In all these situations, there is no cause for alarm. Indian
pharmaceutical industry is still in good health, as seen by the results declared by the leading
pharmaceutical companies (Pharma sector sales up by about 20% year-on-year). However, prevention
is better than cure. This is the best time to perform patent analysis, assess the situation of your patents
and others' patents, explore the possibilities of patent extensions, and licensing, and to understand the
impact of product patents when new drugs will be introduced in future. This is the opportunity to
create market advantage by patenting robust drug formulations and to create effective brands
(trademarks) that can outlast patents. Now, more than ever, there is a need to define a growth-focused
Intellectual Property Rights (IPR) strategy. Because, winning without a strategy is only possible in a
lottery.
Gardner Nancy, said that Direct-to-physician activities accounted for the bulk of spending, with $5.3
billion spent on a practice called "detailing" - visits to physicians by pharmaceutical sales
representatives in order to promote their firm's drugs. Free drug samples distributed during these visits
were valued at roughly $16.4 billion. In the study, researchers analyzed data for three widely
prescribed drugs issued by some 74,000 physicians over a two-year period to investigate the effect of
pharmaceutical sales representatives on physician prescribing behavior. For each of the drugs in the
study, Jacobson and Natalie Mizik, assistant professor of marketing at Columbia University, assessed
the effects of changes in the numbers of sales calls and free samples on the number of new
prescriptions the physician issued.
Prescription drug spending by consumers is projected to remain the fastest
growing sector of health care costs. Such spending is expected to account for 14.5 percent of $3.1
trillion health care expenditures by 2012, compared to approximately 10 percent in 2001. Jacobson
added that pharmaceutical marketing aimed directly at consumers might be expected to have greater
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 13
impact
Acharya Rajesh, said that the three main points that are required to be considered in pharmaceuticals
cases are:
a. That prescription drugs are handled by experts and therefore there is less likelihood of confusion.
b. That as prescription drugs are available over the counter in India the test for confusion should be
the same as in other product categories.
c. The public health aspects – especially the ability of a consumer to be able to differentiate between
products in India, where there is no single common language, a large percentage of population is
illiterate, and a small fraction of people know English.
Most important is the fact that in the future the controller of The Drugs & Cosmetics will consider
requiring an applicant to submit an official search report from the Trade Marks Office. This change
should enable the drugs authority to arrive at a correct conclusion to reduce the confusion of
trademarks and pharmaceutical Industry.
Niles Steven, said that field forces have worn out their welcome in many doctors’ offices, but by
combining telesales call centers with e-detailing, marketers can maintain share of voice while
providing added value and convenience for physicians.
The demand on physicians’ time has increased considerably, with higher patient loads, administrative
responsibilities, and the sheer number of sales reps knocking on their doors. As a result, physicians
are cutting back on the number of reps they will see, particularly during traditional office hours. Many
hospitals and group practices now restrict or prohibit sales representative visits as well.Many big
pharmaceutical marketers are just beginning to realize how they should deal with physicians who bar
access to their reps, according to Joseph Seringer, president, Orion Marketing Group Inc.
(orionmkt.com).
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 14
Indian Pharmaceutical Industry: An Overview
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
Sector Outlook:
The Indian Pharmaceutical Industry today is in the front rank of India’s science-based industries
with wide ranging capabilities in the complex field of drug manufacture and technology. A highly
organized sector, the Indian Pharma Industry is estimated to be worth $ 4.5 billion, growing at about 8
to 9 percent annually. 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. Pharmaceutical
industry has given employment to approximately 2.86 million people and has around 20,053 units.
Globally, India is 4th in terms of volume (8% of world's production), 13th in terms of value, and 17th
in terms of pharmaceutical export value.
The Indian pharmaceutical industry, which is now meeting over 95% of the country's pharmaceutical
needs, was almost non-existent before 1970. With the compound annual growth of 19.8% the industry
has grown from Rs.4 billion in 1970 to Rs.290 billion in 2003. The Pharma sector has shown
tremendous growth over the years. About 250 Indian pharmaceutical companies hold 70% of the
market share with top players controlling about 7% of the market share.
On 1st January 2005, the Government of India issued patent ordinance according to which the Indian
Pharma companies can no longer produce patented drugs. The pharmaceutical industry in India meets
around 70% of the country's demand for bulk drugs, drug intermediates, pharmaceutical formulations,
chemicals, tablets, capsules, orals and injectibles. There are about 250 large units and about 8000
Small Scale Units, 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.
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 15
The pharmaceutical industry in India meets around 70% of the country's demand for bulk drugs, drug
intermediates, pharmaceutical formulations, chemicals, tablets, capsules, orals and injectibles. There
are about 250 large units and about 8000 Small Scale Units, 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.
Advantages in India:
1. Competent workforce: India has a pool of personnel with high managerial and technical
competence as also skilled workforce. It has an educated work force and English is commonly used.
Professional services are easily available.
2. Cost-effective chemical synthesis: Its track record of development, particularly in the area of
improved cost-beneficial chemical synthesis for various drug molecules is excellent. It provides a
wide
variety of bulk drugs and exports sophisticated bulk drugs.
3. Legal & Financial Framework: India has a 53 year old democracy and hence has a solid legal
framework and strong financial markets. There is already an established international industry and
business community.
4. Information & Technology: It has a good network of world-class educational institutions and
established strengths in Information Technology.
5. Globalisation: The country is committed to a free market economy and globalization. Above all, it
has a 70 million middle class market, which is continuously growing.
6. Consolidation: For the first time in many years, the international pharmaceutical industry is
finding great opportunities in India. The process of consolidation, which has become a generalized
phenomenon in the world pharmaceutical industry, has started taking place in India.
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 16
The Growth Scenario:
India's US$ 3.1 billion pharmaceutical industry is growing at the rate of 14 percent per year. It is one of the largest and most advanced among the developing countries. Over 20,000 registered pharmaceutical manufacturers exist in the country. The domestic pharmaceuticals industry output is expected to exceed Rs260 billion in the financial year 2002, which accounts for merely 1.3% of the global pharmaceutical sector. Of this, bulk drugs will account for Rs 54 bn (21%) and formulations, the remaining Rs 210 bn (79%). In financial year 2001, imports were Rs 20 bn while exports were Rs87 bn.
Table 1 Growth Indicator
Growth Indicators(Rs. crores)
1965-66 1999-00
Capital Investment 140 2,500
Production: Formulations Bulk Drugs
15018
15,9603,777
Import 8.20 3,441
Export 3.05 6,631
R&D Expenditure 3 320 (www. pharmaceutical -drug-manufacturers.com/ pharmaceutical -industry/ )
Indian Pharmaceuticals Market:
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 Pharmaceutical
Industry, with its rich scientific talents and research capabilities, supported by Intellectual Property
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 17
Protection regime is well set to take on the international market.
The growth of market share of Indian pharmaceutical companies in the domestic pharma sector over
the years is as follows:
Table 2 Market Share of Indian pharmaceutical companies
Year Indian Companies MNCs
1999 68% 32%
2000 70% 30%
2001 74% 26%
2002 72% 28%
2003 73% 27%
Graph 1.1 Growth of Indian Pharmaceutical
(www.naukrihub.com/india/ pharmaceutical /overview/ )
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 18
Major Players in Pharmaceutical Sector
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 19
1. Ranbaxy
The Indian pharmaceutical industry is the second-fastest growing industry sector in the country. It has shown a revenue growth of 27.32 per cent (as per the latest data available) to touch Rs 25,196.48 crore (Rs 251.96 billion) in 2006-07. The industry also saw Indian drug companies buying out many small firms the world over as they expand their reach, markets and muscle.
So when, Japanese drug firm Daiichi Sankyo on June 11 announced the acquisition of a majority stake of more than 50 per cent in domestic major Ranbaxy for over Rs 15,000 crore (Rs 150 billion), marking the largest ever deal in Indian pharma industry, it stunned the industry.
Ranbaxy is India's largest pharmaceutical company with a 2007 turnover of Rs 4,198.96 crore (Rs 41.989 billion) by sales. The deal will create the 15th biggest drugmaker globally.
Daiichi would also make an open offer for an additional 20 per cent stake in Ranbaxy at a price of Rs 737 per share. This deal values Ranbaxy at about $8.5 billion. Malvinder Singh will continue as CEO and MD of the Ranbaxy, post deal too.
2. Dr Reddy's Laboratories
Dr Reddy's Labs, with a 2007 turnover of Rs
4,162.25 crore (Rs 41.622 billion), is India's
second largest drug firm by sales.
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 20
3. Cipla
Pharma major Cipla is India's third largest
pharmaceutical firm. Its 2007 revenues stood at
Rs 3,763.72 crore (Rs 37.637 billion).
4. Sun Pharma Industries
The Dilip Sanghvi-led Sun Pharma is the
nation's 4th largest pharma company at a 2007
revenue Rs 2,463.59 crore (Rs 24.635 billion).
5. Lupin Labs
Lupin Labs is India's 5th largest drugs firm.
Its 2007 revenue was at Rs 2,215.52 crore
(Rs 22.155 billion).
6. Aurobindo Pharma
Aurobindo is India's 6th largest pharma firm by
sales. Its 2007 revenues stood at Rs 2,080.19
crore (Rs 20.801 billion).
7. GlaxoSmithKline Pharma
GSK is India's 7th largest drug company
with a turnover of Rs 1,773.41 crore (Rs
17.734 billion) for 2007.
(http://www.rediff.com/money/2008/jun/11sld05.htm)
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 21
8. Cadila Healthcare
Cadila's 2007 revenue was Rs 1,613.00 crore (Rs
16.13 billion), which makes it India's 8th largest
pharma firm.
9. Aventis Pharma
Aventis Pharma, with a 2007 revenue of Rs 983.80
crore (Rs 9.838 billion) is the 9th largest Indian
drug company.
10. Ipca Laboratories
At a revenue of Rs 980.44 crore (Rs 9.804 billion),
Ipca is India's 10th largest pharma firm by sales
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 22
Dr. Reddy’s Laboratories Ltd. - LIFE, RESERCH, HOPE
Profile of the Company:
DR. REDDY'S
Type PublicFounded 1984
Head office
Block-III, level V, White House,Kundanbagh, BegumpetHydrabad 50016, India.Tel # +91 40 5502 2500
Key peopleMr.Anji Reddy, Chairman
Mr. GV Prasad, CEOIndustry PharmaceuticalsRevenue $ 444 millions (2008)
Employees
9,300 + People world wide 1500 + Research & Scientific Staff 2500 + Marketing & Sales force 3500 + manufacturing Staff 35 Nationalities
Website www.drreddys.com
Foundation of Dr. Reddy’s Laboratories Ltd:
Dr. Anji Reddy
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 23
Dr. Reddy's Laboratories was founded in 1984 by Dr Anji
Reddy. Dr Reddy’s is a global, vertically integrated
pharmaceutical company with a presence across the value chain,
producing and delivering safe, innovative, and high quality
finished dosage forms, active pharmaceutical ingredients and
biological products Our products are marketed across the globe,
with an emphasis on North America, Europe, India, Russia and
other emerging markets.
Chairman
History:
Dr. Reddy’s Laboratories Ltd. founded in 1984 by Dr. K. Anji Reddy, has become India’s biggest
pharmaceutical company In 1986, Dr. Reddy's went public and entered international markets with
exports of Methyldopa. In 1987, Dr. Reddy's obtained its first USFDA approval for Ibuprofen API
and started its formulations operations. In 1988, Dr. Reddy's acquired Benzex Laboratories Pvt.
Limited to expand its Bulk Actives business. In 1990, Dr. Reddy's, entered a new territory when it, for
the first time in India, exported Norfloxacin and Ciprofloxacin to Europe and Far East. In 1993, Dr.
Reddy's Research Foundation was established and the company started its drug discovery programme.
In 1994, Dr. Reddy launched a GDR issue of US$ 48 million. In 1995, the company set up a joint
venture in Russia. In 1997, Dr. Reddy's became the first Indian pharmaceutical company to out-
license an original molecule when it licensed anti-diabetic molecule, DRF 2593 (Balaglitazone), to
Novo Nordisk. In 1998, Dr. Reddy's licensed anti-diabetic molecule, DRF 2725 (Ragaglitazar), to
Novo Nordisk. In 1999, the company acquired American Remedies Limited, a pharmaceutical
company based in India. In the year 2000, became the first Asia Pacific pharmaceutical company,
outside Japan, to be listed on the New York Stock Exchange. In 2001, Dr. Reddy's Laboratories
became India's third largest pharmaceutical company with the merger of Cheminor Drugs Limited, a
group company. In 2002, Dr. Reddy's made its first overseas acquisition - BMS Laboratories Limited
and Meridian Healthcare in UK. In 2003, Dr. Reddy's launched Ibuprofen, first generic product to be
marketed under the "Dr. Reddy's" label in the US. In 2006, Dr. Reddy's achieved revenue of US$ 1
Billion. In the same year, Dr. Reddy's acquired Betapharm- the fourth-largest generics company in
Germany. Today, Dr. Reddy's Laboratories is leading pharmaceutical company in India in terms of
turnover and profitability.
Specialties:
Not one to feel shy and proceed on a tough path, the company has embarked upon sponsorship of
research into drugs formulation to battle two of mankind’s deadliest diseases —Cancer and Diabetes.
It is the first Indian company in licensing a molecule for clinical trials to a Multi National Company.
It looks ahead confidently with its drug discovery programme poised at an ideal stage with three
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 24
molecules at different stages of clinical trials plus several others waiting in the wings. The company is
currently ranked fifth in the domestic market in Branded Formulations. In addition to this, the
company has a notable presence in the overseas market in over 30 countries and aims to enter
emerging markets. Generic Formulations is expected to witness a significant rise in the near future
and a many products in well-regulated markets are set to go off-patent. The company is well
entrenched with its low cost products of good quality. The company with a little over two years entry
into Critical Care Business, is on its way to become the second largest company in India in oncology
segment. Bulk Archives are expected to record a good expansion in the coming years and has caught
the company eye. In this regard, it has hit upon the strategy of delivering custom specific value-added
services.
Another area which is motivating Dr Reddy’s Lab is Custom Chemical Synthesis —a business which
is driven by the twin power of trust and a close partnership with the customer. The company is fuelled
by the lure of becoming a service provider by choice to its customer.
It feels encouraged by the fact that it possesses over fifteen years of expertise in process research and
is aided by its pool of its highly skilled scientists, advanced analytical equipment, C CGMP
infrastructure and facilities to move up from milligrams to metric tons. Bio-Technology is the hot
technology of the day. In less than 3 years, the company, aided by its team of dynamic scientists, has
developed protein therapeutics ranging from molecular cloning and fermentation to process
development and production.
It has a large manufacturing unit, which confirms to international regulation standards and produces
top class diagnostic products.
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 25
Recent Achievements and Milestones
Recent Achievements:
Among the top 10 pharmaceutical companies in India.
5th largest Branded generic player in Germany.
Ranked 15 in the retail segment in Russia.
Among the largest API players globally.
Top 5 ANDA and DMF pipeline in USA.
Among the largest players in the custom pharmaceutical service segment.
4th on Environmental Social governance index in India.
Best employers 2007 in India.
The fastest Indian Pharma company to cross $1 billion in revenues.
Among top 10 global generic companies.
Dr. K Anji Reddy wins ‘The Lifetime Achievement Award’ at the Pharma Excellence Awards 2007.
Dr. Reddy’s also wins awards for Sustained growth, Shareholder protection & CSR (May 2007).
Business leader in the Pharmaceutical sector at the NDTV Profit Business Leadership Awards 2007 (July 2007)
Dr. Reddy’s CFO, Saumen Chakraborty conferred the Best Performing CFO in the Pharma Sector at the CNBC’sCFO awards (November 2007)
‘Best Corporate Social Responsibility Initiative’ at the BSE Business for Social Responsibility Awards 2007.(December 2007)
Golden Shield Award for Excellence in Financial Reporting by the Institute of Chartered Accountants of India(ICAI) (February 2008)
‘Top Indian company in the Pharmaceuticals sector’ at the Dun & Bradstreet American Express Corporate Awards 2007 (Feb 2008)
RASBIC 2007-08 awards for the third time in a row at the Asia Pacific HRM Congress (Feb 2008)
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 26
Amity Leadership Award for best HR practices in the Pharmaceutical Sector at the 4th HR Summit
Among the 25 Best Employers in India in the Hewitt Associates - Economic Times survey for 2007.
Among the 10 Best Companies to work for in India as per the Business Today- - Mercer study for 2007
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 27
Milestones:
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 28
Acquires BASF’s Pharmaceutical manufacturing contract business and related facility at Shreveport, Louisiana
Acquires Dowpharma’s small molecule business at its Mirfield and Cambridge facilities, UK.
Becomes No.1 pharmaceutical company in India in turnover and profitability.
Launches Reditux ™ (Rituximab) – the World’s first biosimilar of a monoclonal antibody
Blaglitazone (DRF 2593) enters Phase III of clinical trials becoming India’s most advanced
Revenues touch USD 1 Billion in December 2006. Dr. Reddy's obtains its second 180-day marketing exclusivity for a generic drug in
the US market with the launch of Ondenesetron Hydrochloride Tablets. Becomes an Authorized Generic Partner for Merck’s Proscar® & Zocor® in the US
market during 180 day exclusivity period.
Acquires betapharm- the fourth-largest generics company in Germany for a total enterprise value of € 480 million.
Acquires Roche's API Business at the state-of-the-art manufacturing site in Mexico with a total investment of USD 59 million.
Announces India's first major co-development and commercialization deal for it's molecule Balaglitazone (DRF 2593), with Rheoscience.
Announces a unique partnership for the commercialization of ANDAs withICICI Venture.
Acquires Trigenesis gives access to drug delivery technology platforms
Announces a 15-year exclusive product development and marketing agreement for OTC drugs with Leiner Health Products in the US
Launches Ibuprofen, first generic product to be marketed under the “Dr. Reddy’s” label in the US
Conducts its first overseas acquisition – BMS Laboratories Limited and Meridian
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 29
Healthcare in UK
Becomes the first Asia Pacific pharmaceutical company, outside Japan, to list on the New York Stock Exchange. Listed with the symbol ‘RDY’ on April 11, 2001.
Out-licenses DRF 4158 to Novartis for up to US $55 million upfront payment Launches its first generic product, Ranitidine, in the US market
Becomes the first Indian pharmaceutical company to obtain an 180-day exclusive marketing rights for a generic drug in the US market with the launch of Fluoxetine 40 mg capsules on August 3, 2001
Dr. Reddy's Laboratories becomes India's third largest pharmaceutical company with the merger of Cheminor Drugs Limited, a group company
Reddy US Therapeutics, a wholly-owned subsidiary, is established at Atlanta, US to conduct target based drug discovery
Acquisition of American Remedies Limited, a pharmaceutical company based in India.
Licenses anti-diabetic molecule, DRF 2725 (Ragaglitazar), to Novo Nordisk
Licenses anti-diabetic molecule, DRF 2593 (Balaglitazone), to Novo Nordisk. Becomes the first Indian pharmaceutical company to out-license an original
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 30
molecule.
First ANDA filed with the United States Food and Drug Administration for Ranitidine
Sets up of a Joint Venture in Russia.
Makes a GDR issue of USD 48 million
Foundation stone laid for a finished dosages facility to cater to the highly regulated markets such as the US.
Dr. Reddy's Research Foundation established. The company's drug discovery programme starts.
First formulation exports to Russia commence
Dr. Reddy’s, for the first time in India, exports Norfloxacin and Ciprofloxacin to Europe and Far East.
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 31
Acquires Benzex Laboratories Pvt. Limited to expand its Bulk Actives business.
Obtains its first USFDA approval for Ibuprofen API
Starts its formulations operations
Dr. Reddy’s goes public Dr. Reddy’s listed on Bombay Stock Exchange (BSE)
Dr. Reddy’s enters international markets with exports of Methyldopa
Dr Anji Reddy establishes Dr. Reddy's Laboratories with an initial capital outlay of Rs.25 lakhs
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 32
Product range of Dr. Reddy’s Laboratories Ltd.
Dr Reddy’s is a global, vertically integrated pharmaceutical company with a presence across
the value chain, producing and delivering safe, innovative, and high quality finished dosage
forms, active pharmaceutical ingredients and biological products.
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 33
Active P’ceutical Ingredients (API)
Custom P’ceutical Services
Generic Formulations
Branded Formulation
s
Specialty P’ceuticals
Bio P’ceuticals
Discovery Research
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 34
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 35
Talking about the branded finished dosages, here is the diagrammatic representation of the
therapy wise distribution of branded finished dosages form:
Figure 1.2 Therapy wise distribution of Company’s products
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Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 37
Statistical Profile of the Dr. Reddy’s Laboratories Ltd.
Revenues from four key markets - US, Germany, India and Russia at Rs. 28.42 billion.
Three markets (US, Germany and India) of over $200 million and one market (Russia) of over $100 million in revenues.
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 38
Active Pharmaceutical Ingredients (APIs)
Revenues at Rs 11,805 million in FY08 as against Rs 11,883 million in FY07.
Revenues in FY07 included the benefit of upsides in sertraline & rabeprazole.
Revenues in North America increase by 88% to Rs. 3.8 billion in FY08 from Rs. 2
billion in FY07 primarily led bysales of certain development products &
commercialized products.
Revenues in Europe at Rs. 2.5 billion in FY08 as against Rs. 2.1 billion in FY07. YOY
growth of 19% led by increase in sales of certain development products &
commercialized products.
Revenue mix by Geography: North America – 32%, India – 20%, Europe – 21%,
ROW – 26%.
Custom Pharmaceutical Services (CPS)
Revenues from CPS business at Rs. 4.8 billion in FY08 as against Rs. 6.6 billion in
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 39
FY07.
Revenues from organic business increase from Rs. 1.2 billion in FY07 to Rs. 1.9
billion in FY08, driven by growthin customer base and product portfolio.
Revenues from Mexico at Rs. 3 billion in FY08 as against Rs. 5.4 billion in FY07.
Global Generics
Total revenues at Rs 33.02 billion in FY08 as against Rs. 46.36 billion in FY07
(included benefit of upsides from authorized generics and ondansetron exclusivity in
FY07 of Rs. 18.1 billion).
North America & Europe revenues at Rs 17.8 billion in FY08 as against Rs. 33.2
billion in FY07.
North America revenues at Rs. 8 billion ($201 million) in FY08.
Europe revenues at Rs. 9.7 billion in FY08 as against Rs. 9.6 billion in FY07.
Rest of the World revenues at Rs.15.2 billion in FY08.
Revenues from betapharm (Germany) at Rs. 8.2 billion ($ 205 million) in FY08 as
against Rs.
8 billion in FY07.
Improvement in the supply situation in Q4 FY08 and new product launches results in
increase in market share of betapharm to 2.96% in Mar 08 as against 1.74% in Apr 07.
(Source: Market Report NVI volume, March 2008).
Revenues in Russia increase by 13% to Rs. 4.1 billion ($ 102 million) in FY 08 as
against Rs 3.6 billion in FY07.
Growth driven by increase in sales from key brands like Keterol, Bion & Omez and
new product launches.
Revenues in India increase by 16% to Rs 8.1 billion ($201 million) in FY08 from Rs 7
billion in FY07. Growth driven by key brands like Omez, Razo & Stamlo Beta.
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 40
Current Financial status of Dr. Reddy’s Laboratories Ltd
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Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 42
Future prospects of the Dr. Reddy’s Laboratories Ltd.
The company is not content with sitting on the laurels earned so far. It looks ahead and does so
with confidence and immense belief in itself. Its main goal is to join the ranks of the global
pharmaceutical giants. And hopes to do the same with a slew of measures such as focus on
talent development and cultivation, application of IT, improvements in operations through
initiatives in supply chain plus knowledge management.
Dr. Reddy's Laboratories (DRL) is all set to invest nearly Rs. 4.5 billion ($100 million)
as part of their expansion drive in Andhra Pradesh, the company's home state. The
company's expansion will take place in their current establishments at Hyderabad and
Visakhapatnam. Besides, they are also looking at setting up two new plants in Andhra
Pradesh as part their ‘Special Economic Zone plan.'
Leveraging the Betapharm advantage: Having acquired Betapharm, one of the fastest
growing generic companies, in Germany over the past five years. Dr. Reddy’s aim at
leveraging this strategic investment to evolve into a mid-sized global pharmaceutical
company and command a significant presence in all the major pharmaceutical markets.
It hopes to work in synergy with Betapharm so that the two companies augment their
market share in the German generics market. Through this acquisition Dr. Reddy aims
to increase its revenue substantially & improve its operating margins. The company
has planned to grow into a billion-dollar pharmaceutical company by 2008.
Dr. Reddy's Laboratories (DRL) is all set to invest nearly Rs. 4.5 billion ($100 million)
as part of their expansion drive in Andhra Pradesh, the company's home state. The
company's expansion will take place in their current establishments at Hyderabad and
Visakhapatnam. Besides, they are also looking at setting up two new plants in Andhra
Pradesh as part their ‘Special Economic Zone plan,'
Committing significant investments in infrastructure scale-up to address growth
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 43
opportunities; FY08 capex of $140 million
Phase I expansion of capacities for US/Europe market complete
New R&D center for API and Generics R&D commissioned
Future investments include biologics global manufacturing infrastructure,
additional capacities for Global Generics
Strategic acquisitions add new capabilities
US plant: Support scale-up of the North America Generics business; provides
platform
for additional growth opportunities
UK sites: New R&D capabilities in chemical/bio catalysis will he strengthen
the
portfolio of services in the CPS business
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 44
Objectives of the Study
The objective of the project is to-
Check the Sales Potential of Pain management & Desensitizer toothpaste in the market
with a view to find out:
Which pain killer salt is sold most in the market;
Approx quantity of pain killers being sold most frequently by retailers,
Which company & brand of pain killers is leading the market.
To study the influence of various aspects on the sale of analgesics & Desensitizer toothpastes. These factors are:-
Quality/Effectiveness of these products,
Price fluctuation,
Available in the market,
Wide publicity, &
Recommendation by medical officers
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 45
Research Methodology
Research methodology in a way is a written game plan for conducting research. Therefore,
in an attempt to attain the information and details to meet the research purpose and to solve
a research problem, it is necessary to design a research methodology for the problem. This
part of the report focuses on the various techniques, methods and assumptions used in this
study. It sheds light on the:
Research Problem Statement,
Research Design,
Sampling Design,
Collection of Data,
Statistical & Analytical Tools, and
It’s Limitations.
Research problem statement:
The pharmaceutical industry in India today is too fragmented to be competitive. Over 6000
companies exist and the top 10 companies hold less than 30% market share, compared to US,
where the market share of the top 10 companies is more than 45%. Excessive competition
among pharmaceutical companies is resulting in a potential “Downward Spiral” syndrome
where such competition has resulted in paper thin margins, starving the companies of much
needed cash to fund process improvements or drug development.
In order to sustain current levels of growth, firms would need to introduce one new product
each year that would sell $4.9 million for each 1 to 1.5 per cent it has of the world
pharmaceutical market. As we know that there are two modes of pharmaceutical marketing:
direct and indirect marketing to health care providers, direct marketing to patients.
There are many factors which may affect the sales of medicines like Quality/Effectiveness of
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 46
the medicament, Price fluctuation, Availability in the market, Wide publicity, &
Recommendation by medical officers. The prime objective of my study is to analyze the effect
of various factors on sales of the medicines and to check the sales potential of Desensitizer
toothpaste & Pain management in the market.
Research Design:
The study conducted was an Exploratory or Formulative study, observing the Sales Potential
of Pain management & Desensitizer toothpaste in the market of Jallandhar & Pathankot. As
we know that the exploratory studies are conducted to gain familiarity with the phenomenon
or to achieve new insight into it.
Sampling Design:
To check the sales potential of Pain management & desensitizer toothpaste and to analyze the
effect of various factors on the sale of the above mentioned products, Sample Survey Method
was employed. As per the specifications of this method, out of more than 900 chemists in
Jalandhar & 50 in Pathankot, only 170 & 30 were selected from both of the cities respectively,
for the survey. Sample survey method was given prime significance in the study because of its
extensive use to study the relationship of different factors, attitudes and practices of society.
Talking about the type of sampling Design, Cluster Random Sampling Method was
considered for the collection of data. On the basis of geography, the population i.e. retailer
pharmacists were divided into two clusters, in Pathankot and in Jalandhar. And then out of
these two clusters 30 retailers were selected randomly from Pathankot and 170 were selected
randomly from Jalandhar.
Area of study
The area of the study is different Markets of Pathankot & Jalandhar in order to collect the
Primary data from the respondents.
Study area : Pathankot & Jalandhar.
Sample size
It becomes impossible to contact each and every individual of the population due to limitations
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 47
of essential resources like time and money. Therefore, the study is preferably allowed down to
a representation sample to make the study more manageable. And the number of people to be
surveyed for the study is known as, sample size. Though large samples give more reliable
results than small samples but due to constraints of time and money & Keeping in the view the
objectives and resource limitation of the study, 200 respondents were considered. The
respondents were selected on out of the maximum numbers of retailers pharmacists asked to
co-operate, 200 were accepted and met the criterion of being retail pharmacists & Indian
national
Respondents : 200 (Retailer Pharmacists)
The selected sample is supposed to be the representative of the population and is
accurate and practicable.
Collection of Data:
After the research problem has been defined and the research & sampling design has been
chalked out, the task of data collection begins. So the data for this study was collected mainly
through primary sources, but it was supplemented with secondary sources as well.
Primary Data Collection
For the collection of data, a self-administered survey was conducted in two cities of
Punjab, Pathankot &, Jallandhar. Surveys have been regarded as a valuable method for
collecting data in India, because the lack of up-to-date telephone directories makes mail and
telephone survey methods
unattractive. The data was collected in thirty consecutive days at different locations in the
cities mentioned above. The respondents were provided with a structured schedule, which was
to be filled in
the presence of an interviewer i.e. in my presence, with language translation undertaken where
required. It took approximately 15 minutes. The questionnaire framed for the purpose of the
study consists of a limited number of questions placed in logical order. So, that the objective
of the question is clear to the respondents. All the questions were centered on the problem
keeping in the mind. The questions were both open and close ended as well as multiple
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 48
choices.
Secondary Data Collection
Secondary data for the study was collected through-
Magazines
Journals
Websites
Limitations of the Study:
There were some possible limitations, which hinders the research findings. They are as
follows:
1) Inadequate and limited survey sample done by the respondents is nothing compares to
the whole population of retailers through out Punjab, which might cause inaccuracy for
the final findings and conclusions.
2) The Area undertaken in research was Pathankot & Jalandhar only. But to do a
complete research a wide area is required, so the area might also be a constraint of the
study.
3) Retailer pharmacists from Jalandhar & Pathankot, which were interviewed, were
reluctant to disclose some of facts and information, due to the confidentiality and the
rules of companies.
4) While collecting data some of the respondents might not be willing to fill the
questionnaire due to their busy schedule, so they might not fill their true behavior. This
could also be a constraint of the study.
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 49
DATA ANALYSIS AND INTERPRETATION
As we have already mentioned that, we have taken 200 as our sample size. Out of which, 170 respondents from Jallandhar & 30 from Pathankot. Here is the graphical representation of the division of respondents from two cities mentioned above.
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 50
Pathankot, 30
Jallandhar, 170
Pathankot
Jallandhar
Figure 1.3 Area wise distributions of respondents
Now to interpret the exact market situation of both the cities mentioned above i.e. Jallandhar & Pathankot, we will analyze the questioners filled in both the cities separately one by one.
Note: In case of pain management, only tablet form of analgesics are taken for the sake of data collection.
I. Jallandhar.
QUESTIONARRE
1. Type of the business deal in: -( ) Retail ( ) Wholesale( ) Both
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 51
Objective of the question: The objective of this question was to know the type of business in
which the respondent deals, because according to the demand of the survey, the respondent
must be dealing either with retail pharmacy or retail + wholesale both only. Their responses
are shown in the following graph along with the table.
retailer, 120
wholesaler+retailer, 50
retailer
wholesaler+retailer
Figure 1.4 Business wise distributions of respondents
Interpretation: - As per shown in the Pie diagram, Out of 170 respondents from Jallandhar, the maximum respondents were retailers only i.e. 120 & rest of 50 were dealing with retail + wholesale business both. .
2. Type of the medicine deal in: - {please tick mark appropriate option/options}
( ) Allopathic ( ) Ayurvedic( ) Homeopathic ( ) Dental Products
( ) Others (please specify) ________________________________
Objective: - To know the type of medicines in which the respondent deals. It was some sort of screening question in which we tried to screen out those respondents who were dealing with the business of homeopathic medicines also.
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 52
Allopathic, 170
Ayurvedic, 170
Homopathic, 0
Dental products,
170 Allopathic
Ayurvedic
Homopathic
Dental products
Figure 1.5 Therapy wise distributions of respondents
Interpretation: - All the 170 respondents deal with the all the three types of medicine that is Allopathic, Ayurvedic and Dental products .No one deal with the homeopathic medicines.
3. Market ranking of most frequently sold pain killer salts: -
Diclofenac Sodium
Nimesulide Ibuprofen Tramadol Indomethacin
Objective: - This question was asked with the objective to know which pain killer salt is most frequently sold in the market.
Diclofenac Sodium, 26.00%
Nimesulide, 28.20%
Ibuprofen, 18.27%
Tramadol, 15.91%
Indomethacin, 11.56%
Diclofenac Sodium
Nimesulide
Ibuprofen
Tramadol
Indomethacin
Figure 1.6 Market share of various pain killer salts in the market
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 53
Interpretation: - According to the survey done in the market of Jallandhar, it was found that Nimesulide is leading in the market with highest market share of 28.2%, followed by Diclofenac Sodium with a market share of 26.0%, then comes Ibuprofen with 18.27%, then Tramadol with 15.91% and in last comes Indomethacin with least market share i.e. 11.56%
4. Acc. to you, which company is the largest seller of analgesics in the market: -
Objective: - This question was asked with the objective to know which company leads in the market in terms of sales of analgesics and which brand of that particular company(s) is being sold most frequently.
Aventis, 23.61%
Wings Pharma, 25.14%
Boots Pharma, 15.40%
Cipla, 17.48%
Panacea Biotech, 18.38%
Aventis
Wings Pharma
Boots Pharma
Cipla
Panacea Biotech
Figure 1.7 Market leaders for analgesics
Interpretation: -Above chart shows that in Jallandhar Wings pharma leads the market, with their brand Diclowin Plus, having market sale of 25.14% followed by Aventis with 23.61% whose most frequently sold brand is Combiflame, then comes Panacea Biotech with 18.38%, brand name is Nimulid, then Cipla with 17.48%, brand name Nicep & Ibugesic plus and in last Boots Pharma with least market sale i.e. 15.40% & its most frequently sold band is Brufen.
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 54
Name of the Company Ranking Name of the Brand most frequently sold
Aventis
Wings Pharma
Boots PharmaCipla
Panacea Biotech
5. Quantity sale chart: - (Approximate monthly sale, in terms of units sold)
Diclofenac Sodium
Nimesulide Ibuprofen Tramadol Indomethacin Other(if any)
Objective: The objective of asking this question was to know the approximate average monthly sale of the above mentioned analgesics salts.
Ibuprofen, 188.17
Tramadol, 181.72
Indomethacin, 35.75
Diclofenac Sodium, 343.05
Nimesulide, 323.5
0
50
100
150
200
250
300
350
400
Diclof
enac
Sodium
Nimes
ulide
Ibup
rofe
n
Tram
adol
Indo
met
hacin
Ap
roxx
. qty
so
ld m
on
thly
(in
th
ou
san
d)
Figure 1.8 Quantity sale graph for analgesics
Interpretation: - As it is clear from the graph that if we talk about the approximate monthly sale of these particular salts, Diclofenac Sodium has maximum sale in the market of Jallandhar i.e. 343 X 1000 tablets per month (of all brands available in the market), followed by Nimesulide with 323.5 X 1000 tablets per month, then comes Ibuprofen with 188.17 X 1000 tablets, then Tramadol with 181.72 X1000 tablets per month & last comes Indomethacin with 35.75X 1000 tablets per month.
6. Market ranking of most frequently sold salts used in desensitizer toothpaste : _
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 55
Sodium Fluoride
Strontium chloride
Potassium Nitrate
Novamin Xylitol
Other(please specify) ___________________________________
Objective: This question was asked with the objective to know which salt (used in desensitizer toothpaste) is most frequently sold in the market.
Strontium chloride , 33.30%
Potassium Nitrate, 66.70%
Potassium Nitrate
Strontium chloride
Figure 1.9 Market Share of Various salts used in Desensitizer Toothpaste
Interpretation: - According to the survey done in the market of Jallandhar, it was found that Potassium Nitrate is leading in the market with highest market share of 66.70%, followed by Strontium Chloride with a market share of 33.30%. During in the survey it was found, that these two salts have some sort of monopoly in the market, i.e. there is no sale of any another salt mentioned in the question, in the market.
7. Which company, is the largest seller of desensitizer toothpaste in the market :-
Objective: - This question was asked with the objective to know which company leads the market in terms of sales of desensitizer toothpaste and which brand of that company(s) is being sold most frequently.
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 56
Name of the Company Ranking Name of the Brand most frequently sold
Indoco Healthcare
Leaders Healthcare
ICPA Health Products
Other (please specify)
Dr.Reddy's Labs, 27.27%
ICPA Health products, 18.18%
Indoco Healthcare ,
54.50%
Indoco Healthcare
ICPA Health products
Dr.Reddy's Labs
Figure 2.0 Market leaders for Desensitizer Toothpaste in the market
Interpretation: - Above chart shows that Indoco health care (Warren) leads the market with their brand Sensodent-K Having a market share of 54.50%, followed by Dr.Reddy’s Labs with 18.18% share & brand name Stolin & Sanquil. And then comes ICPA Health products with 27.27% market share, brand name Thermoseal.
8. Quantity sale chart: - (Approximate monthly sale, in terms of units sold)
Sodium Fluoride
Strontium chloride
Potassium Nitrate
Novamin Xylitol Other(if any)
Objective: The objective of asking this question was to know the approximate average monthly sale of the above mentioned salts used in desensitizer toothpaste.
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 57
25.5
51
0
10
20
30
40
50
60
No. of respondent
s
Strontiumchloride
PotassiumNitrate
Series1
Figure 2.1 Quantity sale graph for salts used in Desensitizer Toothpaste
Interpretation: - As it is clear from the graph that if we talk about the approximate monthly sale of these particular salts, Potassium Nitrate has maximum sale in the market of Jallandhar i.e. 51 X 100 tubes per month (of all brands available in the market), followed by Strontium Chloride with 25.5 X 100 tubes per month.
9. Mode of selling: -
Name of the product
As per the choice of consumer
Medical Shoppe recommendation
Prescribed by doctor
No comment
AnalgesicToothpaste
:Objective: - The objective of this question was to find out the maximum possibility by which the maximum sale of analgesic & Desensitizer toothpaste is done by the chemists.
69
14
75
32 26
124
0
20
40
60
80
100
120
140
No. of respondents
OTC Chemistrecommendation
Prescription
Analgesic
Toothpaste
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 58
Figure 2.2 Mode of Selling for analgesics & Desensitizer Toothpaste in the market
Interpretation: - The graph made above shows that in view of total 170 respondents, Analgesic mostly sold by chemist recommendation (75) and least by Doctor’s prescription. On the other hand Desensitizer toothpaste is mostly sold by Doctor’s prescription (124) and least by consumer’s choice i.e. as an OTC (14).
10. How much do you agree with the following facts: -
Objective: - The motive of asking this question was to take the views of the respondents that how much they agree or disagree with the above the statements mentioned below.
Quality/Effectiveness of products mentioned below has a direct impact on the sale
of the products-
Strongly disagree Disagree Indifferent Agree Strongly agreeAnalgesicToothpaste
70
54
91
42
3
02
0
28
66
56
0 20 40 60 80 100
Strongly Disagree
Disagree
Indifferent
Agree
Strongly agree
Analgesic Toothpaste
Figure 2.3 (a) Respondents views for Quality of products
Interpretation: - Out of 170 respondents from Jallandhar, for analgesics,124 were in either disagreed or strongly disagreed with the fact that, quality of medicines has an impact on sale of the medicines. Whereas 37 were either agreed or strongly agreed with this fact. Rests 9 of them were indifferent. On the other hand for desesensitizer toothpaste20 were in either disagreed or strongly disagreed with the fact that, quality of medicines has an impact on sale of the medicines. Whereas 122 were either agreed or strongly agreed with this fact.
Increase in Price may decrease the sale of these products-
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 59
Strongly disagree Disagree Indifferent Agree Strongly agreeAnalgesicToothpaste
44
85
42
31
4
18
58
0
61
33
0 50 100 150 200
Strongly Disagree
Disagree
Indifferent
Agree
Strongly agree
Analgesic Toothpaste
Figure 2.3 (b) for Price variation of products
Interpretation: - Out of 170 respondents from Jallandhar, for analgesics, 129 were in either disagreed or strongly disagreed with the fact that, price fluctuation has any impact on sale of the medicines. Whereas 37 were either agreed or strongly agreed with this fact. Rests 4 of them were indifferentOn the other hand for desesensitizer toothpaste76 were either disagreed or strongly disagreed with the fact that, quality of medicines has an impact on sale of the medicines. Whereas 94 were either agreed or strongly agreed with this fact.
If not available in the market, Customer can wait for the following products –
Strongly disagree Disagree Indifferent Agree Strongly agreeAnalgesicToothpaste
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 60
35
60
27
38
10
15
38
4
70
43
0 20 40 60 80 100 120
Strongly Disagree
Disagree
Indifferent
Agree
Strongly agree
Analgesic Toothpaste
Figure 2.3 (c) For Availability of product in the market
Interpretation: - Out of 170 respondents from Jallandhar, for analgesics, 95 were in either disagreed or strongly disagreed with the fact that, availability of medicines in the market has an impact on sale of the medicines i.e. customer can wait for a particular medicine for some time, if it is not available in the market at that time Whereas 48 were either agreed or strongly agreed with this fact. Rests 27 of them were indifferent. On the other hand for desesensitizer toothpaste 53 were in either disagreed or strongly disagreed with the fact that, availability of medicines in the market has an impact on sale of the medicines. Whereas 113 were either agreed or strongly agreed with this fact. Rests 4 of them were indifferent.
Wide publicity has an impact on the sale of the products mentioned below-
Strongly disagree Disagree Indifferent Agree Strongly agreeAnalgesicToothpaste
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 61
16
45
51
9
85
39
66
5
17
43
0 50 100 150
Strongly Disagree
Disagree
Indifferent
Agree
Strongly agree
Analgesic Toothpaste
Figure 2.3 (d) For Wide Publicity of products
Interpretation: - Out of 170 respondents from Jallandhar, for analgesics,61 were in either disagreed or strongly disagreed with the fact that, Wide publicity has an impact on sale of the medicines. Whereas 104 were either agreed or strongly agreed with this fact. Rests 5 of them were indifferent. On the other hand for desesensitizer toothpaste 105 were in either disagreed or strongly disagreed with the fact that, quality of medicines has an impact on sale of the medicines. Whereas 60 were either agreed or strongly agreed with this fact. Rests 5 of them were indifferent.
Recommendation by medical officers has an impact on the sale of products
mentioned below-
Strongly disagree Disagree Indifferent Agree Strongly agreeAnalgesicToothpaste
25
28
05
11
2
55
52
5
13
0
0 50 100 150 200 250 300
Strongly Disagree
Disagree
Indifferent
Agree
Strongly agree
Analgesic Toothpaste
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 62
Figure 2.3 (e) For Recommendations by Medical officers
Interpretation: - Out of 170 respondents from Jallandhar, for analgesics, 53 were in either disagreed or strongly disagreed with the fact that, Recommendation by medical officers has an impact on sale of the medicines. Whereas 117 were either agreed or strongly agreed with this fact. On the other hand for desesensitizer toothpaste 10 were in either disagreed or strongly disagreed with the fact that, Recommendation by medical officers has an impact on sale of the medicines. Whereas 155 were either agreed or strongly agreed with this fact. Rests 5 of them were indifferent.
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 63
II. Pathankot.
QUESTIONARRE
1. Type of the business deal in: -( ) Retail ( ) Wholesale( ) Both
Objective of the question: The objective of this question was to know the type of business in
which the respondent deals, because according to the demand of the survey, the respondent
must be dealing either with retail pharmacy or retail + wholesale both only. Their responses
are shown in the following graph along with the table.
retailer, 22
wholesaler+retailer, 8
retailer
wholesaler+retailer
Figure 2.4 Business wise distributions of respondents
Interpretation: - As per shown in the Pie diagram, Out of 30 respondents from Pathankot , the maximum respondents were retailers only i.e. 22 & rest of 8 were dealing with retail + wholesale business both. .
2. Type of the medicine deal in: - {please tick mark appropriate option/options}
( ) Allopathic ( ) Ayurvedic( ) Homeopathic ( ) Dental Products
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 64
( ) Others (please specify) ________________________________
Objective: - To know the type of medicines in which the respondent deals. It was some sort of screening question in which we tried to screen out those respondents who were dealing with the business of homeopathic medicines also.
Allopathic, 30
Ayurvedic, 30
Homopathic, 0
Dental products, 30 Allopathic
Ayurvedic
Homopathic
Dental products
Figure 2.5 Therapy wise distributions of respondents
Interpretation: - All the 30 respondents deal with the all the three types of medicine that is Allopathic, Ayurvedic and Dental products .No one deal with the homeopathic medicines.
3. Market ranking of most frequently sold pain killer salts: -
Diclofenac Sodium
Nimesulide Ibuprofen Tramadol Indomethacin
Objective: - This question was asked with the objective to know which pain killer salt is most frequently sold in the market.
Tramadol, 13.00%
Nimesulide, 33.50%
Diclofenac Sodium, 27.00%
Ibuprofen, 16.56%
Indomethacin, 9.84%
Diclofenac Sodium
Nimesulide
Ibuprofen
Tramadol
Indomethacin
Figure 2.6 Market share of various pain killer salts in the market
Interpretation: - According to the survey done in the market of Pathankot, it was found that Nimesulide is leading in the market with highest market share of 33.50%, followed by
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 65
Diclofenac Sodium with a market share of 27.0%, then comes Ibuprofen with 16.56%, then Tramadol with 13.00% and in last comes Indomethacin with least market share i.e. 9.84%
4. Acc. to you, which company is the largest seller of analgesics in the market: -
Objective: - This question was asked with the objective to know which company leads in the market in terms of sales of analgesics and which brand of that particular company(s) is being sold most frequently.
Aventis, 24.59%
Wings Pharma, 16.70%
Boots Pharma, 14.32% Cipla, 14.80%
Panacea Biotech, 29.51%
Aventis
Wings Pharma
Boots Pharma
Cipla
Panacea Biotech
Figure 2.7 Market leaders for analgesics
Interpretation: -Above chart shows that in Pathankot Panacea Biotech leads the market, with their brand Nimulid, having market sale of 29.51% followed by Aventis with 24.591% whose most frequently sold brand is Combiflame, then comes Wings pharma with 16.76%, brand name is Diclowin Plus, then Cipla with 14.8%, brand name Nicep & Ibugesic plus and in last Boots Pharma with least market sale i.e. 14.32% & its most frequently sold band is Brufen.
5. Quantity sale chart: - (Approximate monthly sale, in terms of units sold)
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 66
Name of the Company Ranking Name of the Brand most frequently sold
Aventis
Wings Pharma
Boots PharmaCipla
Panacea Biotech
Diclofenac Sodium
Nimesulide Ibuprofen Tramadol Indomethacin Other(if any)
Objective: The objective of asking this question was to know the approximate average monthly sale of the above mentioned analgesics salts.
Ibuprofen, 27.4
Tramadol, 25.3
Indomethacin, 5.9
Diclofenac Sodium, 74.7
Nimesulide, 70.8
0
10
20
30
40
50
60
70
80
Ap
roxx. q
ty s
old
mo
nth
ly (
in t
ho
usan
d)
Figure 2.8 Quantity sale graph for analgesics
Interpretation: - As it is clear from the graph that if we talk about the approximate monthly sale of these particular salts, Diclofenac Sodium has maximum sale in the market of Pathankot i.e. 74.7 X 1000 tablets per month (of all brands available in the market), followed by Nimesulide with 70.8 X 1000 tablets per month, then comes Ibuprofen with 27.4 X 1000 tablets, then Tramadol with 25.3 X1000 tablets per month & last comes Indomethacin with 5.9 X 1000 tablets per month.
6. Market ranking of most frequently sold salts used in desensitizer toothpaste : _
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 67
Sodium Fluoride
Strontium chloride
Potassium Nitrate
Novamin Xylitol
Other(please specify) ___________________________________
Objective: This question was asked with the objective to know which salt (used in desensitizer toothpaste) is most frequently sold in the market.
Strontium chloride , 33.30%
Potassium Nitrate, 66.70%
Potassium Nitrate
Strontium chloride
Figure 2.9 Market Share of Various salts used in Desensitizer Toothpaste
Interpretation: - According to the survey done in the market of Pathankot , it was found that Potassium Nitrate is leading in the market with highest market share of 66.70%, followed by Strontium Chloride with a market share of 33.30%. During in the survey it was found, that these two salts have some sort of monopoly in the market, i.e. there is no sale of any another salt mentioned in the question, in the market.
7. Which company, is the largest seller of desensitizer toothpaste in the market :-
Objective: - This question was asked with the objective to know which company leads the market in terms of sales of desensitizer toothpaste and which brand of that company(s) is being sold most frequently.
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 68
Name of the Company Ranking Name of the Brand most frequently sold
Indoco Healthcare
Leaders Healthcare
ICPA Health Products
Other (please specify)
Dr.Reddy's Labs, 54.50% ICPA Health
products, 27.27%
Indoco Healthcare ,
18.18%Indoco Healthcare
ICPA Health products
Dr.Reddy's Labs
Figure 3.0 Market leaders for Desensitizer Toothpaste in the market
Interpretation: - Above chart shows that in Pathankot Dr.Reddy’s Labs leads the market with 54.50% share with their brand Stolin & Sanquil, then comes ICPA Health products with 27.27% market share, brand name Thermoseal.And in last it comes Indoco Healthcare with their brand Sensodent-K having a market share of 18.18%,
8. Quantity sale chart: - (Approximate monthly sale, in terms of units sold)
Sodium Fluoride
Strontium chloride
Potassium Nitrate
Novamin Xylitol Other(if any)
Objective: The objective of asking this question was to know the approximate average monthly sale of the above mentioned salts used in desensitizer toothpaste.
7.5
12
0
2
4
6
8
10
12
No. of respondent
s
Strontiumchloride
PotassiumNitrate
Series1
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 69
Figure 3.1 Quantity sale graph for salts used in Desensitizer Toothpaste
Interpretation: - As it is clear from the graph that if we talk about the approximate monthly sale of these particular salts, Potassium Nitrate has maximum sale in the market of Pathankot i.e. 12 X 100 tubes per month (of all brands available in the market), followed by Strontium Chloride with 7.5 X 100 tubes per month.
9. Mode of selling: -
Name of the product
As per the choice of consumer
Medical Shoppe recommendation
Prescribed by doctor
No comment
AnalgesicToothpaste
:Objective: - The objective of this question was to find out the maximum possibility by which the maximum sale of analgesic & Desensitizer toothpaste is done by the chemists.
5 5
16
5
9
20
02468
101214161820
No. of respondents
OTC Chemistrecommendation
Prescription
Analgesic
Toothpaste
Figure 3.2 Mode of Selling for analgesics & Desensitizer Toothpaste in the market
Interpretation: - The graph made above shows that in view of total 30respondents, Analgesic mostly sold by chemist recommendation (46) and least as OTC(5). On the other hand
Desensitizer toothpaste are mostly sold by Doctor’s prescription (20) and least by consumer’s choice i.e. as an OTC (5).
10. How much do you agree with the following facts: -
Objective: - The motive of asking this question was to take the views of the respondents that how much they agree or disagree with the above the statements mentioned below.
Quality/Effectiveness of products mentioned below has a direct impact on the sale
of the products-
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 70
Strongly disagree Disagree Indifferent Agree Strongly agreeAnalgesicToothpaste
11
9
23
5
04
6
10
10
0 5 10 15 20
Strongly Disagree
Disagree
Indifferent
Agree
Strongly agree
Analgesic Toothpaste
Figure 3.3 (a) Respondents views for Quality of products
Interpretation: - Out of 30 respondents from Pathankot , for analgesics, 20 were in either disagreed or strongly disagreed with the fact that, quality of medicines has an impact on sale of the medicines. Whereas 8 were either agreed or strongly agreed with this fact. Rests 2 of them were indifferent. On the other hand for desesensitizer toothpaste 4 were in either disagreed or strongly disagreed with the fact that, quality of medicines has an impact on sale of the medicines. Whereas 20 were either agreed or strongly agreed with this fact. Rests 6 of them were indifferent
Increase in Price may decrease the sale of these products-
Strongly disagree Disagree Indifferent Agree Strongly agreeAnalgesicToothpaste
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 71
6
15
1
53
2
13
0
12
3
0 5 10 15 20 25 30
Strongly Disagree
Disagree
Indifferent
Agree
Strongly agree
Analgesic Toothpaste
Figure 3.3 (b) for Price variation of products
Interpretation: - Out of 30 respondents from Pathankot , for analgesics, 21 were in either disagreed or strongly disagreed with the fact that, price fluctuation has any impact on sale of the medicines. Whereas 8 were either agreed or strongly agreed with this fact. Rests 1 of them were indifferentOn the other hand for desesensitizer toothpaste15 were either disagreed or strongly disagreed with the fact that, quality of medicines has an impact on sale of the medicines. Whereas 15 were either agreed or strongly agreed with this fact.
If not available in the market, Customer can wait for the following products –
Strongly disagree Disagree Indifferent Agree Strongly agreeAnalgesicToothpaste
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 72
3
11
68
2
3
4
1
13
9
0 5 10 15 20 25
Strongly Disagree
Disagree
Indifferent
Agree
Strongly agree
Analgesic Toothpaste
Figure 3.3 (c) For Availability of product in the market
Interpretation: - Out of 30 respondents from Pathankot, for analgesics, 14 were in either disagreed or strongly disagreed with the fact that, availability of medicines in the market has an impact on sale of the medicines i.e. customer can wait for a particular medicine for some time, if it is not available in the market at that time Whereas 10 were either agreed or strongly agreed with this fact. Rests 11 of them were indifferent. On the other hand for desesensitizer toothpaste 7 were in either disagreed or strongly disagreed with the fact that, availability of medicines in the market has an impact on sale of the medicines. Whereas 22 were either agreed or strongly agreed with this fact. Rests 1 of them were indifferent.
Wide publicity has an impact on the sale of the products mentioned below-
Strongly disagree Disagree Indifferent Agree Strongly agreeAnalgesicToothpaste
2
9
1
4
14
6
12
1
2
9
0 5 10 15 20 25
Strongly Disagree
Disagree
Indifferent
Agree
Strongly agree
Analgesic Toothpaste
Figure 3.3 (d) For Wide Publicity of products
Interpretation: - Out of 30 respondents from Jallandhar, for analgesics, 11 were in either disagreed or strongly disagreed with the fact that, Wide publicity has an impact on sale of the
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 73
medicines. Whereas 18 were either agreed or strongly agreed with this fact. Rests 1 of them were indifferent. On the other hand for desesensitizer toothpaste 18 were in either disagreed or strongly disagreed with the fact that, quality of medicines has an impact on sale of the medicines. Whereas 11 were either agreed or strongly agreed with this fact. Rests 1 of them were indifferent.
Recommendation by medical officers has an impact on the sale of products
mentioned below-
Strongly disagree Disagree Indifferent Agree Strongly agreeAnalgesicToothpaste
55
01
19
11
44
23
0 10 20 30 40 50
Strongly Disagree
Disagree
Indifferent
Agree
Strongly agree
Analgesic Toothpaste
Figure 3.3 (e) For Recommendations by Medical officers
Interpretation: - Out of 30 respondents from Pathankot , for analgesics, 10 were in either disagreed or strongly disagreed with the fact that, Recommendation by medical officers has an impact on sale of the medicines. Whereas 20 were either agreed or strongly agreed with this fact. On the other hand for desesensitizer toothpaste 2 were in either disagreed or strongly disagreed with the fact that, Recommendation by medical officers has an impact on sale of the medicines. Whereas 27 were either agreed or strongly agreed with this fact.
Findings & Recommendations
Sr. No.
Findings Recommendations
1.After doing the survey in Jallandhar & Pathankot, it was found that after Nimesulide, Diclofenac Sodium holds the second position in the market and giving a
Dr. Reddy’s Labs don’t have any pain killer tablet preparation in market with Diclofenac Sodium as its main ingredient, so they should also launch such preparation to increase their market share in pain management
There is one more new pain killer
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 74
cut throat competition to Nimesulide. salt in the market, which is doing very well, Aceclofenac. Company should also think over to launch any preparation with Aceclofenac as active ingredient in combination with Paracetamol
2.
Recently for pain management, Wings pharma (Diclowin plus) has emerged in the market like any thing. Talking about pain management, at this time, it is holding maximum share in the market followed by Aventis (Combiflame). The reason behind their grand success in the market is that, they have promoted their medicines as an OTC product.
To penetrate & Compete with other leading companies in the market, the company should also adopt some present new market trends to increase the sale, like:
To promote the preparation as an OTC product, by giving more advertisement on various media channels.
By giving gifts and packages to the retailers at various occasions/festivals as well as to increase their margin for sale of the product, as most of the sale for analgesics is done by chemist’s recommendation.
More frequent visits by the company representatives(Medical Reps) to keep a constant check on the medicine sale.
Any discrepancy/complaints regarding sale/preparation be checked and rectify immediately if any.
Sr. No.
Findings Recommendations
3.The customer is found to be price sensitive as well and may get shifted to another brand available in the market on account of the cost variation.
The cost of the medicines be viewed timely if required.
4.
The customer is psychologically addicted to a particular packing of the graded medicines. And any change in packing may lag to sale of the product. Such as has changed in packing of Thermoseal (Desensitizer toothpaste of ICPA Health products)
Keeping in view, the photogenic memory of the customer, the packing of the product should not be frequently changed.
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 75
has seriously affected the sale of the product.
5.
The position of sale of Desensitizer toothpaste of the company is satisfactory in the market. And stand at level 1/level 2 in the market.
To increase the sale of the product more visits to the hospitals/medical Health care centers should be carried out.
Medical practitioners should be more targeted as most of the sale for Desensitizer toothpaste is done by Doctor’s prescription only.
Conclusion
Every research activity ends with some conclusion and same happens with this report also. By analyzing the collected data the conclusion which is made is that Dr. Reddy’s Labs is doing very well in the field of Desensitizer toothpaste. But talking about the pain management, there are so many brands available in the market and as per present situation, three major competitors of Dr. Reddy’s Labs are, Wings pharma, Aventis & Panacea Biotech. Now to compete with these competitors, there are few findings & Recommendations that are highlighted during the project which needs to be addressed to increase the sale of the products.
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 76
Objectives of the Questionarre: -
1. To find out the sales potential of Desensitizer toothpaste & analgesics of various brands in the market,2. To find out the effect of various factors on the sale of Desensitizer toothpaste &
analgesics in the market.
QUESTIONARRE
Name of the Medical Store: -________________________________________________
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 77
Location: - _____________________________________________________________
Name of the respondent: - _______________________ Contact No.: -_______________
11. Type of the business deal in: -
( ) Retail ( ) Wholesale( ) Both
12. Type of the medicine deal in: - {please tick mark appropriate option/options}
( ) Allopathic ( ) Ayurvedic( ) Homeopathic ( ) Dental Products( ) Others (please specify) ________________________________
13. Market ranking of most frequently sold pain killer salts: -
Diclofenac Sodium
Nimesulide Ibuprofen Tramadol Indomethacin
Other(please specify) ___________________________________
14. Acc. to you, which company is the largest seller of analgesics in the market: -
15. Quantity sale chart: - (Approximate monthly sale, in terms of units sold)
Diclofenac Sodium
Nimesulide Ibuprofen Tramadol Indomethacin Other(if any)
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 78
Name of the Company Ranking Name of the Brand most frequently sold
Aventis
Wings Pharma
Boots PharmaCipla
Panacea Biotech
Other (please specify)
16. Market ranking of most frequently sold salts used in desensitizer toothpaste : _
Other(please specify) ___________________________________
17. Which company, is the largest seller of desensitizer toothpaste in the market :-
1. Quantity sale chart: - (Approximate monthly sale, in terms of units sold)
Sodium Fluoride
Strontium chloride
Potassium Nitrate
Novamin Xylitol Other(if any)
2. Mode of selling: -
Name of the product
As per the choice of consumer
Medical Shoppe recommendation
Prescribed by doctor
No comment
AnalgesicToothpaste
If sold by prescription, please specify the name of the doctors who prescribe it for the maximum time:
Analgesic ________________________ ________________________
Desensitizer toothpaste ___________________ __________________
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 79
Name of the Company Ranking Name of the Brand most frequently sold
Indoco Healthcare
Leaders Healthcare
ICPA Health Products
Other (please specify)
Sodium Fluoride
Strontium chloride
Potassium Nitrate
Novamin Xylitol
3. How much do you agree with the following facts: -
Quality/Effectiveness of products mentioned below has a direct impact on the sale
of the products-
Strongly disagree Disagree Indifferent Agree Strongly agreeAnalgesicToothpaste
Increase in Price may decrease the sale of these products-
Strongly disagree Disagree Indifferent Agree Strongly agreeAnalgesicToothpaste
If not available in the market, Customer can wait for the following products –
Strongly disagree Disagree Indifferent Agree Strongly agreeAnalgesicToothpaste
Wide publicity has an impact on the sale of the products mentioned below-
Strongly disagree Disagree Indifferent Agree Strongly agreeAnalgesicToothpaste
Recommendation by medical officers has an impact on the sale of products
mentioned below-
Strongly disagree Disagree Indifferent Agree Strongly agreeAnalgesicToothpaste
4. Any Suggestions you would like to give:-
Bibliography
Reference from books:
Kotler, P. (2006), Marketing Management, Pearson Publishers Ltd.,
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 80
New Delhi. D. Dimitris , (Pharmaceutical Marketing: A practical Guide) Executive
Excellence Publishers U.K
Reference from websites:
www.drreddys.com
http://www.ijpsonline.com
http://www.ipfrontline.com
http://www.hoovers.com
www. pharmaceutical -drug-manufacturers.com
www.moneycontrol.com
http://www.rediff.com
Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 81