Projectsjanafinal PDF

Pharmaceutical Sales Strategy: Project to
Determine Promotional Strategy of Galvus

Using Factor Analysis
By: Sourav Jana
IISWBM
MBA (evening)
Session: 2016-18
Roll No.107/MBA/162008
Sourav Jana-107/MBA/162008 Page 1

Acknowledgement
The success and final outcome of this project required a lot of guidance and assistance from
many people and I am extremely privileged to have got this all along the completion of my
project. All that I have done is only due to such supervision and assistance and I would not forget
to thank them.
I respect and thank Mr. Chiranjib Ghosh, Regional Business Manager - IT, Novartis India
Limited, for providing me an opportunity to do the project work in Novartis and giving me all
support and guidance which made me complete the project duly. I am extremely thankful to him
for providing such a nice support and guidance, although he had busy schedule managing the
corporate affairs.
I owe my deep gratitude to my project guide Prof. Manjit Sarkar, IISWBM, who took keen
interest on my project work and guided me all along, till the completion of our project work by
providing all the necessary information.
I would not forget to remember Mr Amrit Karar, Area Business Manager Novartis for his timely
support till the completion of my project work.
I heartily thank Prof. Chinmoy Jana, HoD - MBA, IISWBM, for his support during this project
work.
I am thankful to and fortunate enough to get constant encouragement, support and guidance from
all Teaching staffs of MBA Evening of IISWBM which helped us in successfully completing our
project work
SOURAV JANA

CHAPTER 1: INTRODUCTION
ABOUT NOVARTIS
Novartis International AG is a Swiss multinational pharmaceutical company

based in Basel, Switzerland. It is one of the largest pharmaceutical companies
by both market cap and sales.
Novartis manufactures the drugs clozapine (Clozaril), diclofenac (Voltaren),

carbamazepine (Tegretol), valsartan (Diovan), imatinibmesylate
(Gleevec/Glivec), ciclosporin (Neoral/Sandimmun), letrozole (Femara),
methylphenidate (Ritalin), terbinafine (Lamisil),Vildagliptin (Galvus).
MISSION
Our mission is to discover new ways to improve and extend people`s lives.
VISION
Our vision is to be a trusted leader in changing the practice of medicine.

CORPORATE STRUCTURE
Novartis AG is a publicly traded Swiss holding company that operates through

the Novartis Group. Novartis AG owns, directly or indirectly, all companies
worldwide that operate as subsidiaries of the Novartis Group.[
Novartis's businesses of are divided into three operating divisions:

Pharmaceuticals, Alcon (eye care) and Sandoz (generics) Novartis operates
directly and through dozens of subsidiaries in countries around the world, each
of which fall under one of the divisions, and that Novartis categorizes as
fulfilling one or more of the following functions: "Holding/Finance: the entity is
a holding company and/or performs finance functions for the Group; Sales: the
entity performs sales and marketing activities for the Group; Production: the
entity performs manufacturing and/or production activities for the Group; and
Research: the entity performs research and development activities for the
Group."
Novartis AG also holds 33.3% of the shares of Roche however, it does not
exercise control over Roche. Novartis also owned 24.9% of Idenix
Pharmaceuticals prior to its sale to Merck & Co, Inc.Novartis also has two
significant license agreements with Genentech, a Roche subsidiary. One
agreement is for Lucentis; the other is for Xolair, both of which Novartis
markets outside the US.
Novartis has established a multi-functional center in Hyderabad, India, in order

to offshore several of its R&D, clinical development, medical writing and
administrative functions.The global service centere began in 2001 with 17

people; Hyderabad was chosen from a shortlist of 23 cities,
including Pune, Chennai and Gurgaon.Thecenter supports the drug major’s
operations in the pharmaceuticals (Novartis), eye care (Alcon) and generic
drugs segments (Sandoz). This centre covers more than 870,000 square feet -
large enough to house 8000 people.

HISTORY OF NOVARTIS
In 1996, Ciba-Geigy merged with Sandoz; the pharmaceutical and agrochemical

divisions of both companies formed Novartis as an independent entity. Other
Ciba-Geigy and Sandoz businesses were sold, or, like Ciba Specialty Chemicals,
spun off as independent companies. The Sandoz brand disappeared for three
years, but was revived in 2003 when Novartis consolidated its generic drugs
businesses into a single subsidiary and named it Sandoz. Novartis divested its
agrochemical and genetically modified crops business in 2000 with the spinout
of Syngenta in partnership with AstraZeneca, which also divested its
agrochemical business.
Novartis was created in 1996 from the merger of Ciba-Geigy and Sandoz
Laboratories, both Swiss companies with long histories. Ciba-Geigy was formed
in 1970 by the merger of J. R. Geigy Ltd (founded in Basel in 1758) and CIBA
(founded in Basel in 1859). Combining the histories of the merger partners, the
company's effective history spans 250 years

NOVARTIS STRATEGY:
We believe Novartis is well prepared for a world with a growing, aging

population and continuously evolving healthcare needs. We have a clear
mission, focused strategy and strong culture, all of which we expect will
support the creation of value over the long term for our company, our
shareholders and society.
Our strategy is to use science-based innovation to deliver better patient

outcomes in growing areas of healthcare.

TOP MNC COMPANIES ACROSS THE WORLD:
RESEARCH DISEASE AREAS
We focus on discovering and advancing new treatments for serious patient

needs. From the inception of a therapeutic through early clinical development,
our disease area teams collaborate across scientific disciplines and
organizations in support of our mission to improve and extend peoples’ lives.
Immuno-oncology
Immuno-oncologyOurImmuno-oncology research program aims to treat most

human cancers with immune therapy.

Oncology
OncologyOur Oncology group explores mechanisms and potential therapeutics

for a wide range of both common and rare cancers.
Neuroscience
NeuroscienceLearn how our recent advances in model systems and technology

help us pursue revolutionary therapies for neurodegenerative,
neurodevelopmental and neuropsychiatric conditions.
Cardiovascular & Metabolic Diseases
Cardiovascular and Metabolic DiseasesConcentrates on dyslipidemia,

atherosclerosis and vascular diseases, type 2 diabetes, heart failure, cardiac
arrhythmias and associated disorders.
Autoimmunity, Transplantation & Inflammatory Disease
Autoimmunity, Transplantation & Inflammatory DiseasePioneers novel

therapeutic modalities for the treatment of rheumatic and dermatological
diseases as well as other auto-immune and inflammatory conditions.
Infectious Diseases
Infectious DiseasesThe infectious diseases research team searches for novel

therapies for major bacterial and viral infections for which current therapies
are lacking or suboptimal. Current work focuses on multidrug-resistant, Gram-
negative bacterial pathogens, several important respiratory viruses, chronic
hepatitis B, and certain virus-associated malignancies.

Musculoskeletal Diseases
Musculoskeletal DiseasesThe musculoskeletal disease research team focuses

on discovering therapies for muscle wasting and bone disorders.
Ophthalmology
OphthalmologyThe ophthalmology team at NIBR is working on new scientific

discoveries for eye disorders including age-related macular degeneration.
Respiratory Diseases
The respiratory research team focuses on the discovery and development of

novel therapies for a broad range of respiratory diseases, from common to
rare (genetic) diseases such as cystic fibrosis.
Tropical Diseases
Novartis Institute for tropical diseases The Novartis Institute for Tropical
Diseases is a drug discovery research institute dedicated to finding novel
treatments for neglected tropical diseases, including malaria, cryptosporidiosis,
and three major kinetoplastid diseases – human African trypanosomiasis,
Chagas disease, and leishmaniasis.

NOVARTIS TOP PRODUCTS AVAILABLE IN INDIA

ABOUT CLASS OF THE PRODUCT
DPP4i is a class of drug which lowering blood glucose level. This is a newer
class of drug which is better than the previous class of drug i.e. SU.DPP4i is
providing some other advantages rather than only lowering the blood glucose
like Cardiac safety,Renalsafety,weight reduction ,low risk of hypoglycaemia
In this class of Drug few companies are researched their DPP4i
Vildagliptin by NOVARTIS
Sitagliptin by MSD
Linagliptin by Boringheringellham
Saxagliptin by Astra Zeneca
Gemigliptin by Sanofi
Alogliptin by Takeda Pharma
Teniligliptin by Mitsubishi
& many
All of these DPP4 Some of the advantages over others
All the innovator companies Promote their DPP4i on their advantages
DPP4 inhibitors India
India is the second largest diabetic population in the world.
GBI Research's analysis revealed that the overall anti-diabetes market

in India was worth $680.3m in 2011 and is projected to grow at a CAGR of

11.3% between 2011 and 2018 to reach $1,446m in 2018. High and growing
diabetes population in the country, rising obese and geriatric population, and
rapid market adoption of drugs from the classes such as Dipeptidyl Peptidase 4
(DPP-4) inhibitors, Glucagon-Like Peptide (GLP)-1, Sodium-Glucose Transport
Proteins (SGLT-1) and others would drive the anti-diabetes market in the
forecast period. The R&D product pipeline for DM, dominated by OAD agents,
consists of around 200 molecules at various stages of clinical development.
Paradoxically, type 2 diabetes therapeutics market, crowded with many
generics and branded generics drug products, is being seen as a significant
growth opportunity for new patent protected products owing to high
prevalence, progressive nature of the disease and considerably high unmet
needs. Of overall R&D pipeline molecules, more than 90% are being studied for
the treatment of type 2 DM.
Many multinational companies, such as Novartis, Eli Lilly, are engaged in

setting up strategic marketing and distribution agreements with domestic
players to improve their patient base and so the market share. Growing at a
double digit year on year growth rate, the Indian anti-diabetics market is very
promising and offers lucrative opportunities to both domestic as well as
foreign pharmaceutical player

CHAPTER 2: RESEARCH METHODOLOGY
OBJECTIVE OF THE STUDY

Objective :
DPP4 inhibitor is a class of drug which use to reduce blood sugar.5 molecules
by 5 companies are operating in this market
(vildagliptin,sitagliptin,linagliptin,saxagliptin,teneligliptin).
A doctor considers 6 below mentioned factors while prescribing a DPP4i
 Cardiac Safety
 Strong HbA1c Reduction
 Renal Safety
 Price
 Weight reduction
 Low risk of Hypoglycemia
By doing factor analysis Novartis wants to determine which 2-3 factors are
mainly doctors are seeking while prescribing a DPP4i.
Finding 2-3 factor Novartis wants to prepare Strategy to promote and position
GALVUS (brand of Vildagliptin)& also build the communication which MR
should communicate to the doctors to build the brand GALVUS over other
Competitor .

What is Research ??
Research is a systematic inquiry to describe, explain, predict and control the

observed phenomenon. Research involves inductive and deductive methods
(Babbie, 1998). Inductive methods analyze the observed phenomenon and
identify the general principles, structures, or processes underlying the
phenomenon observed; deductive methods verify the hypothesized principles
through observations. The purposes are different: one is to develop
explanations, and the other is to test the validity of the explanations.
One thing that we have to pay attention to research is that the heart of the
research is not on statistics, but the thinking behind the research. How we
really want to find out, how we build arguments about ideas and concepts, and
what evidence that we can support to persuade people to accept our
arguments.
Gall, Borg and Gall (1996) proposed four types of knowledge that research
contributed to education as follows:
1. Description: Results of research can describe natural or social

phenomenon, such as its form, structure, activity, change over time,
relationship to other phenomena. The descriptive function of research
relies on instrumentation for measurement and observations. The
descriptive research results in our understanding of what happened. It
sometimes produces statistical information about aspects of education.
2. Prediction: Prediction research is intended to predict a phenomenon
that will occur at time Y from information at an earlier time X. In
educational research, researchers have been engaged in:

o Acquiring knowledge about factors that predict students' success
in school and in the world of work
o Identifying students who are likely to be unsuccessful so that
prevention programs can be instituted.
3. Improvement: This type of research is mainly concerned with the

effectiveness of intervention. The research approach include
experimental design and evaluation research.
4. Explanation: This type research subsumes the other three: if the
researchers are able to explain an educational phenomenon, it means
that they can describe, can predict its consequences, and know how to
intervene to change those consequences.
What are the purposes of research?

Patton (1990) pointed out the importance of identifying the purpose in a
research process. He classified four types of research based on different
purposes:
1. Basic Research: The purpose of this research is to understand and

explain, i.e. the research is interested in formulating and testing
theoretical construct and propositions that ideally generalize across time
and space. This type of research takes the form of a theory that explains
the phenomenon under investigation to give its contribution to
knowledge. This research is more descriptive in nature exploring what,
why and how questions.
2. Applied Research: The purpose of this research is to help people
understand the nature of human problems so that human beings can
more effectively control their environment. In other words, this type of

research pursues potential solutions to human and societal problems.
This research is more prescriptive in nature, focusing on how questions.
3. Evaluation Research (summative and formative): Evaluation research
studies the processes and outcomes aimed at attempted solution. The
purpose of formative research is to improve human intervention within
specific conditions, such as activities, time, and groups of people; the
purpose of summative evaluation is to judge the effectiveness of a
program, policy, or product.
4. Action Research: Action research aims at solving specific problems within
a program, organization, or community. Patton (1990) described that
design and data collection in action research tend to be more informal,
and the people in the situation are directly involved in gathering
information and studying themselves.
What is the research process?

Gall, Borg, and Gall (1996) described the following stages of conducting a
research study:
1. Identify a significant research problem: in this stage, find out the

research questions that are significant and feasible to study.
2. Prepare a research proposal: a research proposal usually consists of the
sections including introductory, literature review, research design,
research method, data analysis and protection of human subject section,
and timeline.
3. Conduct a pilot study: the purpose is to develop and try out data-
collection methods and other procedures.
4. Conduct a main study
5. Prepare a report

FACTOR ANALYSIS
Factor analysis is a technique that is used to reduce a large number of

variables into fewer numbers of factors. This technique extracts maximum
common variance from all variables and puts them into a common score. As
an index of all variables, we can use this score for further analysis. Factor
analysis is part of general linear model (GLM) and this method also assumes
several assumptions: there is linear relationship, there is no multicollinearity, it
includes relevant variables into analysis, and there is true correlation between
variables and factors. Several methods are available, but principle component
analysis is used most commonly.
Types of factoring:
There are different types of methods used to extract the factor from the data
set:
1. Principal component analysis: This is the most common method used by
researchers. PCA starts extracting the maximum variance and puts them into
the first factor. After that, it removes that variance explained by the first
factors and then starts extracting maximum variance for the second
factor. This process goes to the last factor.
2. Common factor analysis: The second most preferred method by
researchers, it extracts the common variance and puts them into factors. This
method does not include the unique variance of all variables. This method is
used in SEM.

3. Image factoring: This method is based on correlation matrix. OLS
Regression method is used to predict the factor in image factoring.
4. Maximum likelihood method: This method also works on correlation metric
but it uses maximum likelihood method to factor.
5. Other methods of factor analysis: Alfa factoring outweighs least
squares. Weight square is another regression based method which is used for
factoring.
Factor loading:
Factor loading is basically the correlation coefficient for the variable and
factor. Factor loading shows the variance explained by the variable on that
particular factor. In the SEM approach, as a rule of thumb, 0.7 or higher factor
loading represents that the factor extracts sufficient variance from that
variable.
Eigenvalues: Eigenvalues is also called characteristic roots. Eigenvalues shows
variance explained by that particular factor out of the total variance. From the
commonality column, we can know how much variance is explained by the first
factor out of the total variance. For example, if our first factor explains 68%
variance out of the total, this means that 32% variance will be explained by the
other factor.
Factor score: The factor score is also called the component score. This score is
of all row and columns, which can be used as an index of all variables and can
be used for further analysis. We can standardize this score by multiplying a
common term. With this factor score, whatever analysis we will do, we will
assume that all variables will behave as factor scores and will move.
Criteria for determining the number of factors: According to the Kaiser
Criterion, Eigenvalues is a good criteria for determining a factor. If Eigenvalues
is greater than one, we should consider that a factor and if Eigenvalues is less

than one, then we should not consider that a factor. According to the variance
extraction rule, it should be more than 0.7. If variance is less than 0.7, then we
should not consider that a factor.
Rotation method: Rotation method makes it more reliable to understand the
output. Eigenvalues do not affect the rotation method, but the rotation
method affects the Eigenvalues or percentage of variance extracted. There are
a number of rotation methods available: (1) No rotation method, (2) Varimax
rotation method, (3) Quartimax rotation method, (4) Direct oblimin rotation
method, and (5) Promax rotation method. Each of these can be easily selected
in SPSS, and we can compare our variance explained by those particular
methods.
Assumptions:
1. No outlier: Assume that there are no outliers in data.
2. Adequate sample size: The case must be greater than the factor.
3. No perfect multicollinearity: Factor analysis is an interdependency
technique. There should not be perfect multicollinearity between the
variables.
4. Homoscedasticity: Since factor analysis is a linear function of measured
variables, it does not require homoscedasticity between the variables.
5. Linearity: Factor analysis is also based on linearity assumption. Non-linear
variables can also be used. After transfer, however, it changes into linear
variable.
6. Interval Data: Interval data are assumed.
Key concepts and terms:
Exploratory factor analysis: Assumes that any indicator or variable may be
associated with any factor. This is the most common factor analysis used by
researchers and it is not based on any prior theory.

Confirmatory factor analysis (CFA): Used to determine the factor and factor
loading of measured variables, and to confirm what is expected on the basic or
pre-established theory. CFA assumes that each factor is associated with a
specified subset of measured variables. It commonly uses two approaches:
1. The traditional method: Traditional factor method is based on principle factor
analysis method rather than common factor analysis. Traditional method
allows the researcher to know more about insight factor loading.
2. The SEM approach: CFA is an alternative approach of factor analysis which can
be done in SEM. In SEM, we will remove all straight arrows from the latent
variable, and add only that arrow which has to observe the variable
representing the covariance between every pair of latents. We will also leave
the straight arrows error free and disturbance terms to their respective
variables. If standardized error term in SEM is less than the absolute value
two, then it is assumed good for that factor, and if it is more than two, it
means that there is still some unexplained variance which can be explained by
factor. Chi-square and a number of other goodness-of-fit indexes are used to
test how well the model fits.
Collection of Data :
Field Work :
All Data are primary Data.Data are collected by doing fieldwork .novartis
associates are given the below questioners and ask them to filled that by the
doctors while they are visiting them.
Duration :
5 working day (12th February to 16th February 2018)
Location :
Kolkata has been divided in to 3 parts (South,Central,North)

Field worker :
6 Novartis Associates collected the data 2 associates in each part of Kolkata
Data collection :
All 6 associates are trained about the objective and motive of the research
before filed work and ask them to collect 10 data each from most DPP4i
prescriber of their territory
METHODOLOGY :
In order to determine which 2-3 factors are mainly doctors are seeking while
prescribing a DPP4i.
Questionnaire has been distributed to doctors in Kolkata
Sampling process is probability sampling
Step 1 : Clustering the entire Kolkata into 3 parts (north,central,south)
Step 2: select the DPP4i prescriber from each cluster (stratified )
Step 3 : randomly select 20 sample from each cluster’s each strata

Sampling has been done with MULTISTAGE Sampling process.
In the questionnaire all the response are collected all the Data are in Interval
Scale
with all the collected data Factor Analysis has been done by using SPSS
RUNNING THE ANALYSIS

Access the main dialog box (Figure 1) by using the
Analyze DataReduction Factor … menu path. Simply select the variables
you want to include in the analysis (remember to exclude any variables that
were identified as problematic during the data screening) and
transferthemtotheboxlabelledVariablesbyclickingon .
There are several options available, the first of which can be accessed by
clicking on to access the dialog box in Figure 2. The Coefficients option
produces the R-matrix, and the Significance levels option will produce a
matrix indicating the significance value of each correlationintheR-

matrix.YoucanalsoaskfortheDeterminantofthismatrixandthisoption is vital for
testing for multicollinearity or singularity. The determinant of the R-matrix
should be greater than 0.00001; if it is less than this value then look through
the correlation matrix for variables that correlate very highly (R > .8) and
consider eliminating one of the variables (or more depending on the extent
of the problem) before proceeding. The choice of which of the two variables
to eliminate will be fairly arbitrary and finding multicollinearity in the data
should raise questions about the choice of items within your
questionnaire.KMO and Bartlett’s test of sphericityproduces the Kaiser-
Meyer-Olkin measure of sampling adequacy and Bartlett’s test. The value of
KMO should be greater than 0.5 if the sample is adequate.
Factor Extraction on SPSS
Click on to access the extraction dialog box . There are several ways
to conduct factor analysis and the choice of method depends on many
things (see Field, 2005). For our purposes we will use principal component
analysis, which strictly speaking isn’t factor

analysis;however,thetwoproceduresoftenyieldsimilarresults(seeField,2005,
15.3.3).
TheDisplayboxhastwooptions:todisplaytheUnrotatedfactorsolutionandaScr
eeplot.The
screeplotwasdescribedearlierandisausefulwayofestablishinghowmanyfacto
rsshouldbe
retainedinananalysis.Theunrotatedfactorsolutionisusefulinassessingtheimp
rovementof interpretation due to rotation. If the rotated solution is little
better than the unrotated solution
thenitispossiblethataninappropriate(orlessoptimal)rotationmethodhasbeen
use The Extract box provides options pertaining to the retention of factors.
You have the choice of
eitherselectingfactorswitheigenvaluesgreaterthanauser-
specifiedvalueorretainingafixed number of factors. For the Eigenvalues over
option the default is Kaiser’s recommendation of eigenvalues over 1. It is
probably best to run a primary analysis with the Eigenvalues over 1 option
selected, select a scree plot, and compare the results. If looking at the scree
plot and the eigenvalues over 1 lead you to retain the same number of
factors then continue with the analysis and be happy. If the two criteria
give different results then examine the communalities and decide for

yourself which of the two criteria to believe. If you decide to use the scree
plot then you may want to redo the analysis specifying the number of
factors to extract. The number of factors to be extracted can be specified
by selecting Number of factors and then typing the appropriate number in
the space provided .
Rotation
The interpretability of factors can be improved through rotation. Rotation

maximizes the loading of each variable on one of the extracted factors
whilst minimizing the loading on all other factors. Rotation works through
changing the absolute values of the variables whilst keeping their
differential values constant. Click on to access the dialog box in Figure 4.
Varimax,quartimaxandequamaxareorthogonalrotationswhereasdirectoblim
inandpromax
areobliquerotations.Theexactchoiceofrotationdependslargelyonwhether or
not you think that the underlying factors should be related. If you expect
the factors to be independent then you should choose one of the
orthogonalrotations . If, however, there are theoretical grounds for
supposing that your factors might correlate then
directobliminshouldbeselected.Forthisexample,chooseanorthogonalrotatio
n.
The dialog box also has options for displaying the Rotated solution. The
rotated solution is displayed by default and is essential for interpreting the
final rotated analysis

Scores
The factor scoresdialog box can be accessed byclicking in the main dialog
box. This option allows you to save factor scores for each subject in the
data editor. SPSS creates anew column for each factor extracted and then
places the factor score for each subject within that column. These scores
can then be used for further analysis, or simply to identify groups of
subjects who score highly on particular factors. There are three methods of
obtaining these
scores,allofwhichweredescribedinsections15.2.3.and15.5.3.ofField(2005).
Options
Click on in the main dialog box. By default SPSS will list variables in the
order in which they are entered into the data editor. Although this format
is often convenient, when interpreting factors it can be useful to list

variables by size. By selecting Sorted by size, SPSS will order the variables by
their factor loadings. There is also the option to Suppress absolute values
less than a specified value (by default 0.1). This option ensures that factor
for assisting in interpretation; however, it can be helpful to increase the

default value of 0.1to either 0.4 or a value reflecting the expected value of
a significant factor loading given the sample size (see Field section
15.3.6.2.). For this example set the value at0.4.

CHAPTER 3: DATA ANALYSIS AND
INTERPRETATION
Data Collected
Cardiac HbA1c Renal safety Pricing Weight Low Risk of
safety reduction reduction Hypoglycemia
7 3 6 4 2 4
1 3 2 4 5 4
6 2 7 4 1 3
4 5 4 6 2 5
1 2 2 3 6 2
6 3 6 4 2 4
5 3 6 3 4 3
6 4 7 4 1 4
3 4 2 3 6 3
2 6 2 6 7 6
6 4 7 3 2 3
2 3 1 4 5 4
7 2 6 4 1 3
4 6 4 5 3 6
1 3 2 2 6 4
6 4 6 3 3 4
5 3 6 3 3 4
7 3 7 4 1 4
2 4 3 3 6 3
3 5 3 6 4 6
1 3 2 3 5 3
5 4 5 4 2 4
2 2 1 5 4 4
4 6 4 6 4 7
6 5 4 2 1 4
3 5 4 6 4 7
4 4 7 2 2 5
3 7 2 6 4 3
4 6 3 7 2 7
2 3 2 4 7 2
6 2 7 6 5 3
5 7 5 6 6 6
5 3 4 5 6 6
3 2 2 5 1 3
4 2 3 2 2 1
2 6 2 4 3 7
1 3 3 6 2 5
3 5 1 4 2 5

7 3 6 3 5 2
6 3 3 4 4 6
6 6 2 6 4 4
3 2 2 7 6 1
5 7 6 2 2 6
6 3 5 5 7 2
3 2 4 3 2 6
2 7 5 1 4 5
3 2 2 7 2 4
6 4 5 4 7 3
7 2 6 2 5 2
5 6 6 3 4 5
2 3 3 2 1 2
2 6 3 2 1 5
6 5 7 4 5 7
7 6 5 4 6 5
3 5 1 4 2 4
5 3 6 3 3 4
4 5 4 6 2 5
6 4 6 3 3 4
2 6 2 6 7 6
3 5 3 6 4 6

SPSS OUTPUT
FACTOR
/VARIABLES Cardiacsafety HbA1creduction Renalsafety Pricing WeightreductionLowhypo
/MISSING LISTWISE
/ANALYSIS Cardiacsafety HbA1creduction Renalsafety Pricing WeightreductionLowhypo
/PRINT INITIAL CORRELATION DET KMO EXTRACTION ROTATION
/FORMAT SORT
/PLOT EIGEN
/CRITERIA MINEIGEN(1) ITERATE(25)
/EXTRACTION PC
/CRITERIA ITERATE(25)
/ROTATION VARIMAX
/METHOD=CORRELATION.
Factor Analysis
Notes
Output Created 03-MAR-2018 11:30:37
Comments
Active Dataset DataSet0
Filter <none>
Weight <none>
Input
Split File <none>
N of Rows in Working Data

60
File

MISSING=EXCLUDE: User-
Definition of Missing defined missing values are
treated as missing.
Missing Value Handling

LISTWISE: Statistics are
based on cases with no
Cases Used
missing values for any
variable used.
FACTOR
/VARIABLES Cardiacsafety
HbA1creduction Renalsafety
Pricing
WeightreductionLowhypo
/MISSING LISTWISE
/ANALYSIS Cardiacsafety
HbA1creduction Renalsafety
Pricing
WeightreductionLowhypo
/PRINT INITIAL
CORRELATION DET KMO
Syntax
EXTRACTION ROTATION
/FORMAT SORT
/PLOT EIGEN
/CRITERIA MINEIGEN(1)
ITERATE(25)
/EXTRACTION PC
/CRITERIA ITERATE(25)
/ROTATION VARIMAX
/METHOD=CORRELATION.
Processor Time 00:00:04.39
Resources Elapsed Time 00:00:05.99
Maximum Memory Required 5544 (5.414K) bytes

[DataSet0]
a
Correlation Matrix
Cardiacsafety HbA1creduction Renalsafety Pricing
Cardiacsafety 1.000 -.064 .771 -.081
HbA1creduction -.064 1.000 -.062 .140
Renalsafety .771 -.062 1.000 -.291

Correlation
Pricing -.081 .140 -.291 1.000
Weightreduction -.193 .061 -.247 .163
Lowhypo -.089 .619 -.014 .300
a
Correlation Matrix
Weightreduction Lowhypo
Cardiacsafety -.193 -.089
HbA1creduction .061 .619
Renalsafety -.247 -.014

Correlation
Pricing .163 .300
Weightreduction 1.000 -.077
Lowhypo -.077 1.000
a. Determinant = .163
SPSS Output 1:
shows an abridged version of the R-matrix. The top half of this table contains the Pearson correlation
coefficient between all pairs of questions whereas the bottom half contains the one-tailed
significance of these coefficients. We can use this correlation matrix to check the pattern of

relationships. First, scan the significance values and look for any variable for which the majority of
values are greater than 0.05. Then scan the correlation coefficients themselves and look for any
greater than 0.9. If any are found then you should be aware that a problem could arise because of
singularity in the data: check the determinant of the correlation matrix and, if necessary, eliminate
one of the two variables causing the problem. The determinant is listed at the bottom of the matrix .
For these data its value is 0.163 (which is which is greater than the necessary value of 0.00001.
Therefore, multicollinearity is not a problem for these data. To sum up, all questions in the SAQ
correlate fairly well and none of the correlation coefficients are particularly large; therefore, there is
no need to consider eliminating any questions at this stage.
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .748
Approx. Chi-Square 101.760
Bartlett's Test of Sphericity Df 15
Sig. .000
SPSS Output 2:
shows several very important parts of the output: the Kaiser-Meyer-Olkin
measureofsamplingadequacyandBartlett'stestofsphericity.TheKMOstatisticvaries
between 0 and 1. A value indicates that the sum of partial correlations is large relative to the sum of correlations,
indicating diffusion in the pattern of correlations (hence, factor analysis is likely to be inappropriate).
A value close to 1 indicates that patterns of correlations are relatively compact and so factor
analysis should yield distinct and reliable factors. Kaiser (1974) recommends accepting values
greater than 0.5 as acceptable (values below this should lead you to either collect more data or
rethink which variables to include). Furthermore, values between 0.5 and 0.7 aremediocre, values
between 0.7 and 0.8 are good, values between 0.8 and 0.9 are great and valuesabove
0.9 are superb For these data the value is 0.748, which falls into the range of being goog: so,
we should be confident that factor analysis is appropriate for thesedata.

Bartlett's measure tests the null hypothesis that the original correlation matrix is an identity
matrix.ForfactoranalysistoworkweneedsomerelationshipsbetweenvariablesandiftheR- matrix were
an identity matrix then all correlation coefficients would be zero. Therefore, we want this test to
be significant (i.e. have a significance value less than 0.05). A significant test tells us that the R-
matrix is not an identity matrix; therefore, there are some relationships between the variables we
hope to include in the analysis. For these data, Bartlett's test is highly significant (p < 0.001), and
therefore factor analysis isappropriate.
Communalities
Initial Extraction
Cardiacsafety 1.000 .752
HbA1creduction 1.000 .714
Renalsafety 1.000 .854
Pricing 1.000 .318
Weightreduction 1.000 .233
Lowhypo 1.000 .819
Extraction Method: Principal Component

Analysis.

a
Component Matrix
Component
1 2
Renalsafety -.814 .437
Cardiacsafety -.762 .415
Pricing .523 .211
Weightreduction .397 -.275
Lowhypo .448 .786

a
Analysis.
a. 2 components extracted.
This output also shows the component matrix before rotation. This matrix contains the loadings of
each variable onto each factor. By default SPSS displays all loadings; however, we requested that all
loadings less than 0.7 be suppressed in the output and so there are blank spaces for many of the
loadings. This matrix is not particularly important for interpretation.
At this stage SPSS has extracted two factors. Factor analysis is an exploratory tool and so it should
be used to guide the researcher to make various decisions: you shouldn't leave the computer to

make them. One important decision is the number of factors to extract. By Kaiser's criterion we
should extract two factors and this is what SPSS has done. However, this criterion is accurate when
there are less than 30 variables and communalities after extraction are greater than 0.7 or when the
sample size exceeds 250 and the average communality is greater than 0.6. The communalities are
shown in SPSS Output 4, and two exceed 0.7., because the research into
Kaiser'scriteriongivesrecommendationsformuchsmallersamples.Wecanalsousethescreeplot, which
we asked SPSS to produce. The scree plot is shown below with a thunderbolt indicating the point of
inflexion on the curve. This curve is difficult to interpret because the curve begins to tail off after
three factors, but there is another drop after four factors before a stable plateau is reached.
Therefore, we could probably justify retaining either two or four factors. Given the large sample, it
is probably safe to assume Kaiser's criterion; however, you could rerun the analysis specifying that
SPSS extract only two factors & compare the results.

.
Total Variance Explained
Component Initial Eigenvalues Extraction Sums of Squared

Loadings
Total % of Variance Cumulative % Total % of Variance
1 2.071 34.512 34.512 2.071 34.512
2 1.619 26.984 61.496 1.619 26.984
3 .954 15.906 77.403
4 .825 13.755 91.158
5 .357 5.957 97.115
6 .173 2.885 100.000

Total Variance Explained
Component Extraction Sums of Rotation Sums of Squared Loadings

Squared Loadings
Cumulative % Total % of Variance Cumulative %
1 34.512 1.936 32.271 32.271
2 61.496 1.754 29.225 61.496
Extraction Method: Principal Component Analysis.
a
Rotated Component Matrix
Component
1 2
Renalsafety .921 -.078
Cardiacsafety .865 -.068
Weightreduction -.783 -.014
Lowhypo .053 .903
Pricing -.323 .762

Analysis.
Rotation Method: Varimax with Kaiser

a
Normalization.
a. Rotation converged in 3 iterations.
Component Transformation Matrix
component 1 2
1 -.838 .546
2 .546 .838

Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
Interpret Factors :
In the rotated factor matrix factor1has high coefficients for Renal safety(0.921),CardiacSafety(0.865)
&negative coefficient for Weight Reduction(-0.783),therefore factor may be labelled as Safety Factors.
Note : negative coefficient for variable leads to a positive interpretation that weight reduction is important
Factor2is highly related with LowHypo (0.903),HbA1c reduction (0.845),Pricing (0.762),therefore factor may be labell
Efficacy Factors.

CHAPTER 4: Result & Recommendation:
Result of the analysis is there are two major factors Safety Factor& Efficacy
Factor doctors are considering while prescribing a DPP4i(Gliptin).
These two factors consists of 3 attributes each which are correlated with each
other .
Strategy of marketing should be based on these two factors
 1 executive should meet the doctors twice in a month and in 1st visit
should communicate about safety factor & in 2nd visit should
communicate about efficacy factor .
 LBL(promotional papers) should be categorise in two category(safety &

efficacy)
 Ipad commutation model should have two parts according to visit no.(1
or 2) of the month executive will open that part from Ipad to
communicate.
 In one quarter in a territory minimum 2 doctors meet should arrange &

the topic should be 1 attribute from safety factor (cardiac
safety,RenalSafety,Weight Reduction) other attribute from efficacy
factor(Low hypo,HbA1c Reduction)
 Pricing is correlated with efficacy factor.As Galvus has strong Data,

Scientific studies to prove the Strong efficacy over other brands so the
pricing reduction strategy should be avoided

 Galvus have a strong Data, Scientific studies to prove the Safety of
Galvus Executive should communicate that also.
 Galvus is considered as more efficacious than safety parameter,but out if

the analysis we found both safety and efficacy is important .only taking
leverage of efficacy will not help to win the battle against competitor
Novartis have to proactively communicate the Galvus Have also Safety
Data & Studies

CHAPTER 5 : ANNEXURE
QUESTIONNAIRE
NAME :
Speciality :
Year of Practise:
I only prescribe DPP4i which have Cardiac Safety trials?
1□ 2□ 3□ 4□ 5□ 6□ 7□
It is important DDP4 offers Strong HbA1C Reduction
1□ 2□ 3□ 4□ 5□ 6□ 7□
I prefer DPP4i which have Renal Safety trials?
1□ 2□ 3□ 4□ 5□ 6□ 7□
Price Does matter while prescribing any DPP4i
1□ 2□ 3□ 4□ 5□ 6□ 7□
Weight reduction plays an important role for choosing DPP4i
1□ 2□ 3□ 4□ 5□ 6□ 7□
Approval from ADA does matter while prescribing DPP4i
1□ 2□ 3□ 4□ 5□ 6□ 7□
DPPi should have Low risk of Hypoglycaemia
1□ 2□ 3□ 4□ 5□ 6□ 7□

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Pharmaceutical Sales Strategy: Project to

Determine Promotional Strategy of Galvus

By: Sourav Jana

Sourav Jana-107/MBA/162008 Page 1

Sourav Jana-107/MBA/162008 Page 2

Novartis International AG is a Swiss multinational pharmaceutical company

Novartis manufactures the drugs clozapine (Clozaril), diclofenac (Voltaren),

Our vision is to be a trusted leader in changing the practice of medicine.

Sourav Jana-107/MBA/162008 Page 3

Novartis AG is a publicly traded Swiss holding company that operates through

Novartis's businesses of are divided into three operating divisions:

Novartis has established a multi-functional center in Hyderabad, India, in order

Sourav Jana-107/MBA/162008 Page 4

Sourav Jana-107/MBA/162008 Page 5

In 1996, Ciba-Geigy merged with Sandoz; the pharmaceutical and agrochemical

Sourav Jana-107/MBA/162008 Page 6

We believe Novartis is well prepared for a world with a growing, aging

Our strategy is to use science-based innovation to deliver better patient

Sourav Jana-107/MBA/162008 Page 7

RESEARCH DISEASE AREAS

We focus on discovering and advancing new treatments for serious patient

Immuno-oncologyOurImmuno-oncology research program aims to treat most

Sourav Jana-107/MBA/162008 Page 8

OncologyOur Oncology group explores mechanisms and potential therapeutics

NeuroscienceLearn how our recent advances in model systems and technology

Cardiovascular & Metabolic Diseases

Cardiovascular and Metabolic DiseasesConcentrates on dyslipidemia,

Autoimmunity, Transplantation & Inflammatory Disease

Autoimmunity, Transplantation &amp; Inflammatory DiseasePioneers novel

Infectious DiseasesThe infectious diseases research team searches for novel

Sourav Jana-107/MBA/162008 Page 9

Musculoskeletal DiseasesThe musculoskeletal disease research team focuses

OphthalmologyThe ophthalmology team at NIBR is working on new scientific

The respiratory research team focuses on the discovery and development of

Sourav Jana-107/MBA/162008 Page 10

Sourav Jana-107/MBA/162008 Page 12

In this class of Drug few companies are researched their DPP4i

Saxagliptin by Astra Zeneca

Alogliptin by Takeda Pharma

All of these DPP4 Some of the advantages over others

All the innovator companies Promote their DPP4i on their advantages

DPP4 inhibitors India

India is the second largest diabetic population in the world.

GBI Research's analysis revealed that the overall anti-diabetes market

Sourav Jana-107/MBA/162008 Page 13

Many multinational companies, such as Novartis, Eli Lilly, are engaged in

Sourav Jana-107/MBA/162008 Page 14

OBJECTIVE OF THE STUDY

A doctor considers 6 below mentioned factors while prescribing a DPP4i

 Strong HbA1c Reduction

 Low risk of Hypoglycemia

Sourav Jana-107/MBA/162008 Page 15

Research is a systematic inquiry to describe, explain, predict and control the

1. Description: Results of research can describe natural or social

Sourav Jana-107/MBA/162008 Page 16

3. Improvement: This type of research is mainly concerned with the

What are the purposes of research?

1. Basic Research: The purpose of this research is to understand and

Sourav Jana-107/MBA/162008 Page 17

What is the research process?

1. Identify a significant research problem: in this stage, find out the

Sourav Jana-107/MBA/162008 Page 18

Factor analysis is a technique that is used to reduce a large number of

Autoimmunity, Transplantation & Inflammatory DiseasePioneers novel