“ANALYSIS OF MARKET

TRENDS OF
HAEMATINICS IN
KANPUR”

Prepared by-
Jitendra singh Bundela,
PGDPM(2009-11),
Institute of Health Management Research,Jaipur(Raj.)
 Objectives of the study
 To study sales and availability of different
haematinic brands in Kanpur with
special reference to Hepatoglobine
and Dexorange.
 To study prescription trends of
haematinics on the basis of various
parameters.
 To study marketing strategy adopted by
mankind pharma.
 Research plan
Ø Data sources.
Ø Primary data collected through survey.
Ø Research approach.
Ø Descriptive survey research.
Ø Research instruments
 Questionnaire.
 Blend of Open ended and closed ended
multiple choice questions

 Sampling plan
Ø
Ø Sampling method
 Simple random & cluster sampling.
Ø
Ø Contact method
 Personal interview
 Informal chat.

 Areawise distribution
S.no. Area No.of doctors No.of retailers
1. Lal bangla, harjinder nagar. 04 08

2. Cantt. area 09 13
3. Baraa bypass 14 18
4. Swaroop nagar area 13 16
5. Parade and bada chouraha 16 20
6. Gumti area 15 12
7. Kidwai nagar 15 20
8. Rawatpur area 03 18
9. Birhana road 00 07
10. Mall road 00 05
11. Zareeb chowki,p.road 11 13
 Sampling plan for doctors
survey
 Sample unit
 Doctors of various specialities,preferably
Gynaecologists and General
Physicians.
 Sample size
 100 doctors from different areas of the
city.
 Sampling procedure
 Probablity sampling.
Specialitywisebreak-up of
doctors surveyed
 Important factors for
prescribing
S. no. Parameter No. of Responding
Doctors

1 Safety & Effectiveness 41

2 Composition and Iron Content 29

3 Company & Brand 17

4 Cost 14

5 Availability 09
Indications for which a doctor
prescribe
haematinics.
 Iron deficiency & microcytic anaemia.

 During and after pregnancy.

 Hemorrhage in females.

 Weakness.

Conditions for prescribing
Haematinics (for cases other than
Anaemia)
Preferred form
 Sampling plan for Chemist
survey
 Sample unit
 Chemist shops located in different
potential areas of the city.
 Sample size
 150 retailers from key areas of city.
 Sampling procedure
 Probablity sampling.
 Leading brands
 Dexorange and hepatoglobine are the
leading brands.

 Areawise different brands come on the
third place.

 Thosebrands are hemfer,RBtone and
haemup.
 Leading brands
(other than hepatoglobine and
dexorange)
Per week sales of Dexorange
Per week Sales of Hepatoglobine
Comparison of sales and availability
(approximate figures)
 Key findings
 Liquid form of haematinics are mainly prescribed
by gynaecologists.
 Safety and efficacy are the most important
parameters for drug selection.
 Availability of dexorange and hepatoglobine are
equal.
 In terms of overall sales dexorange is getting a
bit higher sales.
 Hemfer is getting significant sales.
 Doctors prescribe haematinic for general
weakness also.

 Suggestions


 We should increase frequency of visits to

doctors(specially gynecologists & GP’s) and
retailers by our Medical Representative .
 We should start a brief reporting to subordinate
officer by Medical Representative through sms
daily.
 We should stick posters, providing information on
anaemia, in retail shops and doctors clinic.
 We should organize an anaemia awareness and
free check up campaign for women of age group
between 20 to 30 yrs.(specially pregnant
women's)
Study on Mankind pharma
 Key factor for success.
 Aggressive marketing efforts.
 Niche marketing
 “pocket friendly pricing”
(e.g. - Its antibiotic Moxikind CV sells for Rs 11 per strip against GSK
and Ranbaxy’s brands priced at Rs 40.)

 Updated list and effective categorization of

doctors.


 Leading brands
(No. 1 products as per ORG IMS.)
 ZEROFAT CAP.
 NOBEL GEL
 MAHACEF DRY SYRUP
 ZENFLOX-NT TAB
 NUROKIND PLUS CAP.
 VOMIKIND INJECTION
 MOXIKIND-CV TAB.
 CEFAKIND TAB.
 MANFORCE-50 TAB.
 BANDY PLUS TAB

The strategy developed for the
doctors
 Conduction survey.
 Checking the potentiality of the doctors.
 Positioning of the product.
 Detailing of the products to the doctors.
 Sampling
 Regular follow-ups
 Providing the informative literature.
 Oragansing Health check-up camps.
 Categorizing Doctor according to the prescription
value.
 Giving brand recall Gifts as token of gesture.
 Sponsorships.

The strategy developed for the
retailers
 Giving Discount on purchase.
 Giving additional offers on purchase.
 Giving gifts on purchase.
 Facility of expiry reimbursement.
 Poster and window display.




Thank You…