PROJECT REPORT

ON

MARKET SURVEY OF DRUGS USED

FOR CURING OF ANAEMIA

AT

INNOCON PHARMACEUTICALS, PUNE

BY

MANOJ KUMAR

FOR THE PARTIAL FULLFILLMENT OF THE COURSE

PGDM [PHARMACEUTICAL MANAGEMENT]

MITCON INSTITUTE OF MANAGEMENT

BALEWADI, PUNE-411045

2009-2011
 ACKNOWLEDGEMENT

It is my privilege to offer a deep sense of gratitude and thanks to Prof. Neha Sharma (Director) of
MITCON institute of Management for giving me the opportunity to work on Innocon Pharmaceuticals,
Pune.

I am extremely obliged to Prof. Shashank Divekar, my project guide for his support, valuable
inspiration, guidance throughout the project.

My special thanks to Mr.Y.K.Joshi (Director, Innocon Pharmaceuticals) and Dr.Ulhash Joshi

(Marketing manager, Innocon Pharmaceuticals) for giving me this opportunity to work in Innocon
Pharmaceuticals and for their valuable scholastic guidance, constant encouragement and active interest
during preparation of the project.

I would also like to thank all the doctors and chemists who have extended their cooperation in
answering my questionnaire related to my study.

The project would not have been possible without the extensive support of the people who were
directly or indirectly involved in its successful execution. I sincerely hope that the project report will
help the company and serve as a useful tool to those referring it.

Thanking Everyone.

Date: Manoj Singh

Place: Pune (PHM-0919)

 INDEX

Sr. Topics Page

No No.
.

1 Executive Summary 1

2 Industry Profile 3

3 Company Profile 8

4 Research Problem 10

5 Review of Literature 14

6 Objectives 16

7 Research Methodology 18

8 Findings :Data collection & Analysis 21

9 Suggestions 37

10 Limitation &scope for further studies 40

11 Conclusion 41

Annexure :

Questionnaires 42

Charts & Graphs

45
References
46
 Executive Summary

The Indian pharmaceutical sector has come a long way, being almost non existing during 1970,to a
prominent provider of health care product, meeting almost 95% of country’s pharmaceutical needs. The
domestic pharmaceutical output has increased at a compound growth rate of (CAGR) of 13.7% per
annum. Currently, the Indian pharmaceutical industry is valued at approximately Rs.40,000 crores.
Globally, the Indian industry ranks 4th in terms of volume and 13th in terms of value. Indian
pharmaceutical industry has over 20,000 units. Around 200 units constitutes the organized sector while
others exist in small scale sector. The export constitutes almost 40% of the total production of
pharmaceuticals in India. India’s pharmaceutical exports are to the tune of $3.5 billion currently of
which formulation contributes nearly 55% and the rest 45% comes from bulk drugs. The growing
pharmaceutical sector also opens the new avenues to the fields like contract manufacturing, clinical
trials, new drug development and research and development practices.

The project titled “Market Survey Of Drugs Used For Curing Of Anaemia” for Innocon
Pharmaceuticals, Pune covers the market research of various molecules which is widely used in the
market for curing of anaemia. Innocon pharmaceuticals mainly deals in the manufacturing of herbal
tablets and capsules.

The company already established some of the well known brands in the market like Arfanil, Withalil,
Circutone, Adheron. Now the company wants to launch a new drug for the treatment of anaemia. For
that purpose it is necessary to find out the effective molecule in market and reason behind their success.
This information is helpful for the study of this project which helps to suggest the best possible
composition which Innocon pharmaceuticals can launch in market. The various drugs are available in
market which are used by the doctors to treat anaemia.

The duration of this project was of two months (from April 20,2010 to June 20,2010) covering Pune
and PCMC region. This survey involves the chemists and doctors from these two regions. The sample
size was 150 doctors and chemists. The doctors involved in this survey were general physicians. The
doctors were from various reputed hospitals like Poona hospital, Sassoon hospital, Dr.D.Y.Patil
Medical College, YCMC hospital, Aaditya Birla hospital, Ruby Hall Clinic.

For the study of the project primary and secondary data was collected to draw some results. The
primary data was collected from chemist and doctors with the help of questionnaire and informal talk
and secondary data were collected from related books, journals and company literature.

After the analysis and interpretation of data, it has been found out that “Orofer-50” and “Chromagen”
are the brands which are regularly prescribed by the doctors which chemists also prefer to sell over
their counter. The doctors who generally treat anaemia are MBBS, MBBS (general physician). The
scheme or discount provided by the pharma company is also one of the reason behind the success of
this brand. Regular prescription and customer demand are the two main reasons for the chemists for
keeping the product in their store.

Every doctors take into consideration three main factors which are price, availability, in the market and
efficacy (effect) for prescribing any of the brands.

As per the influence and findings, a suggestion has been made about a new drug which would be the
combination of iron molecules. The name of the brand has been suggested as “Herbiron”.
The company decided to launch their product in capsule form which then has been suggested to launch
the product in the form of tablets also. The price of the drug has been decided to be Rs.20-25/- for
capsules and tablets. The company can also opt for some scheme like 1 tablet free with 5 tablets or 1
tablet free with 10 tablets to promote the product and penetrate the market.

From this study, a conclusion has been drawn that the Indian market for anaemia drug is widening their
boundary as many as new drugs are added to this portfolio. Innocon pharmaceuticals has a lot of scope
for their development and growth, as their strength is their quality herbal product. Innocon established
itself as reputed pharmaceutical company following high manufacturing standards. In near future,
Innocon will become the pharmaceutical company of international repute

Chapter No.1

Industry Profile

The Indian Pharmaceutical industry has been witnessing phenomenal growth in recent years, driven by
rising consumption level in the country and strong demand from export market. This segment of
industry has shown tremendous progress in terms of infrastructure development, technology based and
wide range of product. The industry now produces bulk drugs belonging to all major therapeutic group
requiring complicating manufacturing process and has also developed excellent Gross Manufacturing
Process (GMP) compliant facility for the production of different dosage forms. The strength of the
industry is in developing cost effective technology in the shortest possible time for drug intermediates
and bulk activities without compromising on quality. This is realized through the country’s strength in
organic chemical synthesis and process engineering. India is today recognized as one of the leading
global players in pharmaceuticals. Internationally, India is recognized as the lowest, cost producer of
drugs. It is estimated that by the end of the year 2010, the Indian pharma industry has the potential to
achieve over Rs.1,00,000 crores production of formulation and bulk drug.

Many Indian companies maintain highest standards in purity, stability and international Safety, Health
and Environment ( S.H.E) protection in the production and supply of bulk drugs even to some
innovator companies. This speaks of the high quality standards maintained by a large number of Indian
pharmaceutical companies as these bulk activities are used by the buyer companies in the manufacture
of the dosage forms which are again subjected to stringent assessment by various regulating authorities
in the importing countries. More of the Indian companies are now seeking regulatory approval in USA
in specialized segment like anti-infective, cardiovascular and CNS group. Increasing number of Indian
pharmaceutical industry have been getting international regulatory approval for their plants and
agencies like USFDA(USA),MHRA(UK),TGA (Australia),MCC(South Africa),Health Canada etc.
India has a largest number of USFDA approved plant for generic manufacturing.

Considering that pharmaceutical industry involves sophisticated technology and stringent Good
Manufacturing Practices(GMP) requirements. Major Indian pharmaceutical export going to highly
developed western countries bears testimony to not only the excellent quality of Indian pharmaceuticals
but also its price competitiveness. More than 50% share of export is by the way of dosage forms. Indian
companies are now seeking more Abbreviated New Drug Approvals (ANDA’s) in USA in specialized
segment like anti-infective, cardiovascular and CNS group.

Exports

According to the quick estimates of Directorate General of Commercial Intelligence and Statistics
(DGCIS) , pharmaceutical exports (valued in US dollar terms) registered on impressive growth rate at
35.2% terms during April-October 2010 compared to the corresponding period of last year. This
growth further increases to 38.5% when valued in rupees. Exports on account of pharmaceuticals have
been consistently outstripping the value of corresponding imports during 1996-97 to 2007-08. Export
of pharmaceuticals registered a growth at the rate of 17.22% in during 2009-10. It has exhibited a long
term upward trend from 2.55% in 2007-08 to 3.5% in 2009-10

Investments
 According to the Ministry of Commerce and Industry, domestic investment in the
pharmaceutical sector is estimated at Rs.32.43 thousand crores, which is equivalent to US$ 7.86
billions.

The drugs and pharmaceutical sector has been able to attract FDI amounting to US$ 1428.96
million in the sector from April 2000 to December 2009.

So far as domestic industrial proposals between August 199March 2009 are concerned, total
Industrial Entrepreneur Memorandum(IEM’s) filed including Letter of Intent(LOI) and Direct
Industrial Licenses ( DIL) add up to Rs.31257 crores in drug and pharmaceutical sector,
according to ministry of commerce and industry.

Acording to the ministry of commerce and industry, pharmaceutical sector is estimated to have
created 2.20 lakh employment opportunities.

Recent initiatives in pharma sector

Government has taken various policy initiatives for the pharmaceutical sectors:

Government has offered fiscal incentives to research and development units in

pharmaceutical sectors.

Steps have been taken to streamline procedures covering development of new drug,
molecule, clinical research etc.

A number of inhouse research and development units holding recognition of DSIR have
come up in the pharmaceutical sector. These units are eligible for weighted tax deduction at
150% under section 35(2AB) of Income Tax Act, 1961 for research and development
expenditure incurred.

Government has also come up with two new schemes specially targeted at drugs and
pharmaceutical research. These are the New Millenium Indian Technology Leadership
Initiatives (NMITLI) and the Drugs and Pharmaceuticals Research Programme (DPRP).

Key Strenghts

Strong manufacturing base

 Cost competitveness

Network of laboratories and Research and Development infrastructure

Innovative pool of scientists and professionals

World class quality product

Strong marketing and distribution network

Strong process development skills

Potential ground for clinical trials

Fast growing health care industry

Rich biodiversity

Growing biotechnology industry

Highest quality approvals from USFDA,EDQM,MHRA etc

Very strong in Indian medicine system of Ayurvedic, Homeopathy, Unani and herbal
medicines.

An excellent centre for clinical trials.

Research and Development (R&D)

In no other industry segment innovative R&D is as critical as in pharma industry. Here, the New Drug
Discovery Research (NDDR) has to keep pace with the emerging pattern of diseases as well as
responses in managing existing diseases where target organisms are getting resistant to the existing
drug. The NDDR is also an expensive activity. It is encouraging to observe that at least 10 Indian
companies are into new drug discovery in the areas of infection, metabolic disorders like diabetes,
respiratory problems, obesity and cancer. Most of these companies have increased their R&D spending
to over 5% of their respective sales turnover.

Western pharma companies have recognized the attractiveness of India as an R&D outsourcing
destination due to low cost, scientific manpower, excellent infrastrucuture and top quality with
capability to conduct modern research under GLP.GCP guidelines. Many of them have set up
independent R&D centres in India.

Clinical trials to establish safety and efficacy of the drug constitute nearly 70% of R&D costs.
Considering the low cost of R&D in India, several MNC pharma companies as well as global clinical
research organizations are increasingly making India as a clinical research hub.

Important players in pharma industry

Rank Company Revenue(Rs,crores Revenue(USD

) million)

1 Ranbaxy Laboratories 4,461 1,026

2 Dr.Reddy’s Laboratories 1,933 444

3 Cipla 1,842 423

4 Nicholas Piramal 1,387 319

5 Aurobindo Pharma 1,260 290

6 Glaxo Smithkline 1,228 282

7 Lupin Laboratories 1,180 271

8 Sun Pharma 1,110 255

9 Cadila Healthcare 1,091 251

10 Wockhardt 980 225

(*USD 1=Rs.43.5) (Source:-Pharmaceutical Sales Busters ,India Business Insights)
 Chapter No.2

COMPANY PROFILE

Company Name :- Innocon Pharmaceuticals Pvt. Ltd

Address:- 18, Vikash Nagar, Navi Peth, Pune, Maharashtra-411030

Contact person:- Ulhash Joshi

Telephone :- +(91)-(20)-24338857/24538857

Fax No:- +(91)-(20)-24338857

Year of establishment:-1995

Nature of business:- Manufacturers, Marketing

Number of employees:- up to 100

Turn over:- up to 1 crore

The Company

The word Innocon is coined from the phrase “Innovative Concepts for better life” which is the axiom
of the company. The company was founded by like minded person, who have experience in
pharmaceutical industry over 20 years and have a common goal that efficient medicines should be
formulated with minimum side effects.

The Promoter

Dr. Y.K.Joshi is one of the founder members of the company. His many innovative ideas were
transformed into successful products. For example, manufacturing of Ferrous Succinate, Zinc
Succinate, Zinc in haematonics, Potassium in hypertension etc.

Future plans

The aim of the company is to produce the product in highly sophisticated modern plant and to make it
available in all corners of the world so that more patients would be benefitted.

Backward integration:- The raw material procurement and preparing standardized extract will be a
huge task. The company has started to manufacture standardized extract, which will be tested for
microbial contamination also. From herbal extracts, they want to separate derivatives like antioxidants,
alkaloids, which will be the raw materials for pharmaceuticals, herbal products, neutraceuticals and
cosmoceuticals.

Achievements and Awards

Company’s clinical trials were published in International Scientific Journals (Journals of

Ethnopharmacology, Indian Journal of Pharmacology).

The company won the prestigious Paskhe award for innovative ideas in the formulation of
arthiritis.

Company’s Product Range

ARFANZIL – Rheumatoid Arthiritis

WITHAZIL- Osteo Arthiritis

CIRCUTONE- Blood circulation control

OIL-OLEOGESIC- Analgesic and anti-inflammatory

ADHERON- For calcium in fracture, growth

 FEMCON-For calcium in menopause and hormonal imbalance

Chapter No.3

Research Problem

The objective of this project includes study of “Market Survey of Drugs Used for Curing of
Anaemia” for Innocon Pharmaceuticals. Innocon pharmaceuticals mostly deals in manufacturing of
herbal tablets and capsules. The Innocon established itself as a reputed pharmaceutical manufacturing
company with high quality standards. The company has good hold in the market with strength in
haematonic drugs.

As the company already established some of the well known brands in the market like Asfanil,
Withalil, Circutone etc, now the company wants to launch a new drug for treatment anaemia. For that
purpose, it is necessary to find out the available brands in the market, most effective molecule in
market and the reason behind their success. This information is helpful for the study of this project
which helps to suggest the best possible composition which Innocon can launch in the market. The
required data was collected through doctors and chemists.

The collected data also helped to prepare the strategies for launching a new drug for treatment of
anaemia. Strategies may include different parameters like product, pricing, distribution strategies
Background

The increasing number of anaemia patients and many blood related diseases mainly leads to finding of
new drugs which can cure these diseases. Nowadays, many pharmaceutical companies are spending
lots of money towards the development of new drugs. The change in living standards of people also
gives rise to many new diseases called as life style diseases. Most of the time, people ignore the blood
related disorders which could cause severe problems. Sometimes, doctors need a drug which not only
cure the disease but also suppresses any other blood related problem or any unwanted reaction.
Therefore, it is necessary to launch a new drug which will help to overcome the blood related disease.

The project has lots of study aspects which will be helpful for the company as well as also for the
person doing the project. Some of them are as follows:

Most of the patients face problems due to blood related disorders but they cant be cured due to
lack of knowledge or lack of proper medication, this study helps to formulate new best possible
combinations to treat anaemia.

The data collected from the doctors and chemists for this project will be helpful for the
company.

The project will be helpful for the company to understand the requirement of market an d
reasons behind success of other brands from same category.

The project will be helpful for the company to prepare the strategy for launching of new drug to
treat anaemia.
 Chapter No.4

Review Of Literature

Anaemia

Anaemia is derived from a Greek word meaning “without blood”. It is a condition whereby, there is a
deficiency of red blood cells or haemoglobin. This leads to a lack of oxygen carrying capacity of the
body.

Types

The three main types of anaemia includes:-

Excessive or acute blood loss, known as “haemorrhage”

Excessive blood cell destruction known as “haemolysis”

Deficient red blood cell production known as “haematopoesis”

To produce red blood cells, the body needs iron, vitamin B12, folic acid among other things. If there is
a lack of one or more of these substances, anaemia will develop.
Anaemia is not a disease in itself. It is only due to iron or vitamin deficiency. It may also be due to
chronic illness or a genetic or acquired disease (such as thalacemia or sickle cell disease).It may also be
a side effect of medication such as antibiotic medication or anti coagulants.

Symptoms

Anaemia goes undetected in many people and symptoms can also be quite vague

If a person is otherwise healthy, symtoms only appear after the haemoglobin level drops below
10g/lt.

Breathlessness, tiredness, giddiness and fast palpitations.

Pale appearance

Fainting

If the anaemia becomes severe, there would be chest pain, headache and pain in the legs.

In pronounced cases of Iron deficiency, noticeable symptoms appear in the tongue and throat and
include:

A burning sensation in the tongue

Dryness in mouth and throat

Sores at the corner of the mouth

Nails become brittle and spoon shaped

Brittle hair

Difficulty in eating

Causes of anaemia

The following are some of the reasons why anaemia may develop
 Heavy periods in women

Iron deficient diet

Internal bleeding, maybe due to tumour

Diet, low in Vitamin B12 or folic acid

Diseases such as leukemia, piles, stomach cancer

Infection such as malaria, septicaemia which reduces the life span of red blood cells

Hormone disorders such as hyperthyroidism

Excessive alcoholic intake reduces the uptake of folic acid

Different types of anaemia

Iron deficiency anaemia

Vitamin B12 deficiency anaemia

Folic acid deficiency

People who are at high risk of developing anaemia

Menstruating women

Pregnant women

Women who are lactating

Babies, especially if premature

Children, especially girls going through puberty

Vegetarians

People with stomach ulcers

 People with cancer

People with chronic disease

Treatment of anaemia

The treatment of anaemia depends on the cause of anaemia

Anaemia maybe resolved with an improved diet by taking iron or folic acid supplements

If anaemia is due to internal bleeding like ulcers, then drugs or surgery might be required

Preventive steps for anaemia

Stick to healthy, balanced diet and ensure that the food contains good source of iron, folic acid
and vitamin B12

Cut down on alcohol consumption

Vegetarians are required to take Vitamin B12 supplements to avoid deficiency

Coffee, tea, caffine drinks should be avoided because they reduce iron absorption

Cook food in an iron pot so as to increase the iron content while in the food while it is being
cooked

Eating a lot of salad helps in preventing anaemia especially if lots of beetroots are added to it

Honey helps to increase haemoglobin in the blood as it is rich in iron, copper and manganese
 Chapter No.5

Objectives And Scope Of Study

Objective

Market research and new product launch of a drug used for curing of anaemia.

Sub Activities

To find out the available brands used for treatment of anaemia in the market and the most
successful brand among them

To find out the mostly prescribed brand by the doctors for treatment of anaemia

To design the best possible compositon of drug used to treat anaemia for Innocon
pharmaceuticals

To suggest the brand name for the new drug

To suggest the pack size and price for the new drug
 To design a strategy to launch a new tropical drug for the treatment of anaemia at Innocon
pharmaceuticals

Scope

The doctors prescription has become just the starting point in determining what drug the chemist
dispenses. During last several years, pharmaceutical companies have started identifying the hidden
potential of anaemia or blood related disorders also.

A number of drugs have been launched in the market by the pharmaceutical company, including new
biological drugs theat can be used as a support for patients undergoing haematinic disorder. As a matter
of fact, pharmaceutical companies are merging and through the merging process, the portfolio of the
company changes.

In pharmaceutical market, there has been a significant shift in the haematinic market. Haematinic
segments are driving the growth of the market as leading prescribers in these segments who are
specialists as well as general practitioners. This is evident from the high growth rate achieved by some
of the well known reputed Indian pharmaceutical companies who have focused on those segments.

The principle objective of the project is market research of the drug available for the treatment
of anaemia. The project also has lots of study aspects as follows:

The survey will reveal the market status of leading haematinic brands used for treatment of
anaemia

This study gives an idea of preferences of chemist while selecting the product which will help
the company

This study also gives an idea of preferences of doctors while selecting the product which will
help the company to launch new product and to do necessary changes in current marketing
strategies

The study gives an idea about selling of over the counter haematinic product (OTC Brand)

The study helps to find out the reason for diverse market share of company in Pune and PCMC
region

The study requires the research for developing the strategic plans for marketing of new product
which are on the launching pad to have competitive advantage over the rivals

The study helps to analyze current market scenario of the haematinic sector

It gives the position of all competitors present in the haematinic sector

It helps to formulate strategies for launching of new product

It helps to analyze the consumers perception towards that product

It gives an overall idea and insight which has to be implemented in the new product and then it
will be launched by the company with respect to packaging, quality, size, price etc.

Chapter No.6

Research Methodology
Research methodology is a way of systematic procedure for solving the research problem. It may be
defined as a science of study of how the research is done systematically. The various steps that are
generally adopted by a reporter in studying his research problem along with the logic behind them.

Research Design

The research conducted for this project was qualitative in nature. The survey method was used for this
project. Personal interview using questionnaires containing both open ended and close ended questions
were used to collect the information.

Respondents for data collection

Gynaecologists

General physicians

Chemists

Data Collected

Primary Data

Secondary Data

Primary Data

The primary data for this project was gathered through a research using questionnaire. The method
applied to achieve the above mentioned targets are as follows.

Personal Interview:- It is the process where researchers directly meet the doctors and chemists and try
to collect the required data. This method is best used for the survey since there was direct contact with
the doctors and the chemists. The reason behind this method is to collect the detailed and accurate data
for the effectiveness of the result.

Secondary Data

The main source of secondary data collection for this study was the information from various
information media such as-

Magazines

Internet browsing

Booklet provided by the company

Doctors lost from previous survey

Sampling Unit

The market research must define the target population that will be sampled. In this study, sample
includes the doctors and chemists from some part of PCMC and some part of Pune. In PCMC (Pimpri,
Chinchwad, Bhosari, Nigdi, Akurdi) and Pune ( Shivajinagar, Navipeth, F.C.Road etc).Specifically,
this reason was identified by Innocon Pharmaceuticals for this study as it is an area with a diversity of
customers with respect to demographics. These areas were ideal due to ample population of doctors,
hospitals, chemists etc. The area is well diversified with the mix of urban, semi-urban and rural areas
which was helpful in determining differences among the doctor’s preferences towards the anaemia drug
in different areas.

Sample Size

For the haematinic drug study, target was the entire population of gyanecologists in the given area.
Area of sample size is as follows

Area Gynaecologists GP Chemists

PCMC 58 42 97

Pune 18 32 53
(Table:- Area wise sample size of gynaecologisits, chemists and GP)

This sample size includes 150 doctors and 150 chemists from both the regions. The samples were
randomly selected from both the regions. The doctors involved in this research are general physicians
and gynaecologists related to the reputed hospitals form Pune and PCMC region and some private
private practitioners from both the regions.

Sampling Method
In this study, two sampling methods were used

Near census sample

Purposive sample

Near census sample

This type of sampling is used for chemists in the given area. The population of chemists is very high
with more than 500 chemists in this area. Researchers covered only those chemists who are in the main
market. Chemists away from main market or not on the main are not covered.

Purposive sample

This sampling method is used for the gyanecologists and general physicians in the area.

Research Instrument

Research instrument is the structured questionnaire which consists of both open ended and close ended
questions for chemists, GP’s and gynaecologists. The questionnaire was very well developed, tested
and discussed with the target population about the drug for curing of anaemia. In this questionnaire,
factors like brands, prescription rate and reason behind the prescription are known.

All the questions could not have been included in the questionnaire as it would have resulted into a
lengthy format which results in non-responsiveness for such exhaustive questionnaire from the doctors
and chemists. Hence, some data was also collected from informal talk with physicians and chemists.

Chapter no.7
 Data Presentation And Analysis

Chemist Survey

Analysis of chemist survey

Sample size of chemists-150

Question No.1: Analysis of brands prescribed by the doctor

Graph no.1 Brands prescribed by the doctors

Inference No. 1:- The above graph shows about the most prescribed brands by the doctors to treat
anaemia. The graph indicates that Orofer and Chromagen are the most prescribed brands by the
doctors.

Question No.2: Analysis of brand which chemists prefer to sell over the counter

BRAND NO.OF CHEMISTS

Orofer 72
Chromagen 30
Ferrocon 15
Epogen 15
Integra 12
Repliva 6
Table No.1
Graph no.2- Chemist preference for Over The Counter (OTC) Brand

Inference No.2: The above graph is the chemists preference for brands which he sells over the
counter. As the above graph indicates, Orofer and Chromagen are the brands which most of the
chemists prefer to sell over the counter (OTC brands)

Question No.3: Qualification of doctors who generally treat anaemia

DESGINATION SPECIALITY
MD (medicine) Consulting Physician

MBBS General Physician

BAMS General Physician

MBBS General Practitioner

Table No:-2
Inference No.3: As per the data available after the completion of survey, the doctors who generally
treat anaemia are MD (Medicine), MBBS (general physicians), MBBS (general practitioner).

Question No.4: Analysis of schemes or discounts provided for different brands

BRANDS SCHEME

Osofer 10+2
Chromagen 5+1
Ferocon 5+1

Integra 11+1
Replica 10+1

Table No.3

Inference No.4: As per the data available after the completion of survey, some companies provide
schemes or discounts on their brands. The schemes given by the company are presented in the table.
Question No.5: Analysis of preference of chemists for keeping the product in their stores

REASONS NO.OF DOCTORS

Regular prescription 44

Regular MR visits 1

Good scheme 7

Company image 1

Others 9

Table No.4

Graph No.3: Reasons for chemists to keep their preference of products in their stores
Inference No.5: The above graph is of preference of chemists for keeping these products in their
stores. As the above graph indicates, most of the chemists keep the brands for anaemia curing due to
prescription by the doctors.

Doctor’s survey

Analysis of Doctor’s survey

Sample size of doctors-150

Question No.1: Analysis of no. of patients attended by the doctors for anaemia

FREQUENCY OF THE CASES NO.OF PATIENTS (IN %)

0-5 49
 5-10 44
10-15 5
15-20 2
20-more 0

Table No.5

Graph No.4: Patients attended by the doctors for anaemia

Inference No.6: The above graph indicates the no.of patients who were attended by the doctors for
treatment of anaemia. As the above graph indicates, most of the doctors attend about 0-5 patients per
day who are suffering from anaemia.
Question No.2: Analysis of doctors for prescribing a particular brand

REASON NO.OF DOCTORS

Availability in market 27
Regular MR visit 12
Price 63
Company image 27
Others 36

Table no.6

Graph no.5: Reasons for prescribing a particular brand

Inference No.7: The above graph indicates analyzes about the reasons for prescribing a particular
brand for anaemia treatment. The graph indicates that most of the doctors prescribe that particular
brand because of its

Question No. 3: Analysis of formulation used by doctors to treat anaemia

FORMULATION NO.OF DOCTORS

Injections 74
 Capsules 19
Tablets 57

Table No.7

Graphno.6:Formulation used by the doctors

Inference No.8: The above graph is of different formulations used by the doctors to treat anaemia.
The graph indicates that many doctors generally prefer injection form to treat anaemia.

Chapter No.8

Findings

After the completion of survey, the data collected is compiled and interpreted in accordance with the
stated objectives. From the data interpretation, it was found out that,

From chemists survey,

The drugs which are widely prescribed by the doctors for the treatment of anaemia are ‘Orofer’,
INJ.Iron sucrose.

Orofer S and Orofer XT are the brands which are regularly prescribed by the doctors.

The chemist who got most of the prescriptions for treatment of anaemia comes from the general
 physicians(MBBS)

The pharmaceutical company producing Orofer S providing the scheme of 5+1 on their brand,
is the reason behind the success of this brand.

The most common OTC brand which were directly asked by customers were Orofer S and
Orofer.

Doctors regular prescription and customer demand are the two main reasons for chemists for
keeping the products in their store.

From doctors survey,

Most of the doctors attend 0-5 cases daily for anaemia, i.e 90% of doctors attend 0-5 cases of
anaemia and 10% of doctors attend 5-10 cases.

Most of the doctors use drugs like Anadrol, Orofer and Epigen for the treatment of
anaemia.60% prefer Orofer.

Price, availability in market and efficacy are the main reasons for prescribing any brands by
doctors.

Most of the doctors generally prefer oral formulation of the drug to treat anaemia.
 Chapter No.9

Suggestions And Recommendations

The suggestions and recommendations can be put forth by considering observations, findings and
conclusions of market research. These suggestions and recommendations can be properly presented in
the form of marketing strategies. The 4P’s of marketing mix can be the best tool to develop a marketing
plan for sustainability and growth of the company.

Product

After the completion of the survey and data collected from the survey shows that the new drug
would have certain Iron, Folic acid and Vitamin B12 which is necessary for the treatment of
anaemia. But most of the drugs which are present in the market have absence of folic acid and
Vitamin B12 supplement.

Most of the doctors (80%) use oral formulation for treatment of anaemia. Therefore, the above
said combination of drugs would be launched as tablets or capsules.

The regular pack size used in the market or available in the market is of 10 tablet strips. Hence
the company should launch the product in 5 tablet strips also because the patients do not prefer
to buy more quantities of tablets at one time.

The name of any product has a significant note in the success of that product. The name of the
product should be such that it would be easily remembered by the doctors as well as the
patients. The pharmaceutical products are named according to their content or action, hence the
name was suggested as “Herbiron” since the product contained herbal products.
Price

The price of any pharmaceutical product is the prime factor taken into consideration by the
doctors and patients whenever they prescribe the drug and whenever they buy the drug. The
price also has lot of impact on the success of the product.

The price of the above said drug should be between Rs.85/- to Rs.90/- for 10 capsules because
the production cost of 10 capsule strips is about Rs.75/- as per the company sayings.

Place

Most of the drugs of anaemia are sold on the prescriptions of doctors so company should target
the doctors by increasing the MR visits to the doctors.

For the distribution of the product, a well developed distribution channel should be set up which
help to reach the desired customers and bring efficiency in providing the service. Thus, the
company should develop a distribution channel according to the population of that area. As the
population of Pune is very high, the area should be distributed in sub-areas and according to
that, the distributors should be allocated.

The company should also focus on the retailers and stockists so that their product should be
easily available to the customers and customers should easily reach the product.

Promotion

The company should develop a good sales force and give them required training about the
product, formulation of the product and their actions on the body which will help them to
convince the customers and they should also give training about the market so that they can
understand the market situation and need of the customers i.e doctors and chemists.

The company should provide good schemes on their product to attract chemists and penetrate
the market.

The company can also promote their product through scientific magazines, journals or medical
periodicals.

The company can also provide ‘patient education guide’ to with the product to make general
awareness about the disease among the patients and also help them to take care of their health.

The company can also use ‘product reminder cord’ and circulate them among the doctors in the
market through their sales force.
 Chapter No.10

Limitations of the study

The research was carried out on pharmaceutical industry. As it is very a very big and a diversified
industry, it is very difficult to the extract the right information. Following difficulties were faced during
data collection-

Two months of duration to conduct the study was a very short period for such type of study.

Some chemists were not responsive towards answering the questions.

Some doctors refused to give personal information which was asked in the questionnaire.

The area covered was PCMC and part of Pune, so the responses to the questionnaire may not
match with entire Pune region.

Some of the gynaecologists could not not respond to the questionnaire due to their busy
schedules.
 Visiting hospital based doctors was a time consuming job.

Chapter No.11

Conclusion

In accordance to the need of the company, the survey has been carried out which shows that most of the
doctors used antifungal and herbal (product) medicine in combination form but as the market was
studied, it was found out that most of the drugs comes with heavy chemicals and most of the doctors
avoid them because sometimes, they caused side effects. Therefore, a new drug has been designed for
Innocon pharmaceuticals.

The new drug suggested would contain Amalaki, Lendipipali extracts, Vavding extractsas main
contents of the drug. It was also found out that the chemical drug has a good market share, therefore, A
variant to the above stated combination drug has been suggested which contain Iron molecules. The
above stated drug would be ‘Herbiron’ and for the variant, it should be ‘Herbiron-C’. The success of
any drug depends upon the strategies implemented by the company, therefore company should focus on
effectiveness, price and availability of their product after launching it. It is necessary to target the
customers who are general physicians and chemists in the desired area. The company should provide
good schemes on their product to attract chemists and to penetrate the market. The promotion of the
new product would be done through scientific magazines, journals and medical periodicals and also
through customer awareness programme by providing ‘patient education guide.

Annexure-(i)

Questionnaires

QUESTIONNAIRE FOR DOCTORS:

Name:

Address:

Specialization:

Q1) How many patients do you attend per day?

10-20 c) 30-40

20-30 d) More than 40

Q2) Did you treat any patient having anaemia?

Yes

No

Q3) Which product/formulation do you prefer for anaemia? Give specific choice of

few top brands.

a.____________________________

b.____________________________

c.____________________________

Q4) What is your rating of the drug in respect to efficacy?

Very good

Good

Satisfactory

Poor

Q5) Does the product have any side effects?

Yes

No

Q6) How satisified are you with the performance of the drug on the patients?

Highly satisfied
 Adequately satisfied

Barely satisfied

Can be improved further

Q7) Do you prefer any herbal product for anaemia?

Yes

No

Q8) What can make you prescribe a newer molecule?

Evidence based/scientific data

Personal practice assessment

Used and preferred by senior doctors

Company/MR promotion

QUESTIONNAIRE FOR CHEMISTS:

Name:

Address:

Q1) What is the rating of anaemia drug from your counter in respect to sales?
 Very good

Good

Satisfactory

Poor

Q2) Which type of doctors mostly prescribe this type of drugs?

Hospital doctor

Private practitioner

Q3) Which is the most preferred drug for anaemia?

a.__________________

b.__________________

c.__________________

Q4) What is the average sale of anaemia drug from your counter per day?

5-10 strips

10-15 strips

15-20 strips

More than 20 strips

Annexure-ii
Graphs

Graph no.1 Brands prescribed by the doctors (bar graph)

Graph no.2- Chemist preference for Over The Counter (OTC) Brand (pie chart)

Graph No.3: Reasons for chemists to keep their preference of products in their stores (bar graph)

Graph No.4: Patients attended by the doctors for anaemia (pie chart)

Graph no.5: Reasons for prescribing a particular brand (bar graph)

Graph no.6: Formulation used by the doctors (pie chart)

Tables

Table no.1: Analysis of brand which chemists prefer to sell over the counter

Table no.2: Qualification of doctors who treat anaemia

Table no.3: Analysis of schemes or discounts provided for different brand

Table no.4: Analysis of drugs which are kept in the stores

Table no.5: Analysis of no. of patients who are attended by doctors for anaemia treatment

Table no.6- Reasons for prescribing specific brands for anaemia

Table no.7-Analysis of formulation used by doctors to treat anaemia

Annexure-(iii)

References:
Bibliography

CIMS- Current Index of Medical Specialities

Sachin Itkas,2007 (3rd edition) “Pharmaceutical Management”- Research and Development,

Nirali Prakashan, New Delhi

K.D.Tripathi,2004(5th edition).”Essentials of Medical Pharmacology”, Jaypee, New Delhi

Kotler, Keller, Koshy, Jha 2008(13th edition)”Marketing Management”

Websites

www.innoconpharmaceuticals.com

www.pharmabiz.com

www.ethicsandpharmaceuticalmarketing/pharmaexpress.com

http://cdsco.nic.in/index.html