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8/9/2019 gtu final 1

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Prepared By:Hardik C. Patel(68)

&

Project GuideMr. Rajesh Ganatra

CPIMR


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Profile of Sun PharmaProfile of Sun Pharma Specialty in pharmaceuticals and active pharmaceutical ingredients

production Medicines in Chronic therapy areas like

Cardiology

Psychiatry

Neurology

GastroenterologyDiabetology

Respiratory.

Started in 1983

Ranked no. 1 in India in specialty areas like psychiatry, neurology

cardiology. It has:

1) 17 manufacturing plants in 3 continents

2) more than 8000 employees

3) 2 World class research centres


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SWOT analysisSWOT analys

is

Strength

Ability to launch newproducts with a great

amount of speed andconsistency

Weakness

Continuous losses ofCaraco Pharma.

opportunities

DPCO(Drug Price ControlOrder) relaxation and USmarket entry.

Threats

Entry of foreign players


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Rationale of studyRationale of study

To check the effectiveness ofthe current marketing strategyof the company.

To check whether there is needto change the strategy which

will directly affects companysprofitability & brand value.


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Research objectivesResearch obje

ctives

To study existing marketingstrategies of company.

To study the promotional of product

among field force and distributionchannels.

To observe product and

improvement (if needed) to meet achanging market need or customer'staste.

To study the sales ranking of the

various products of Companies as


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Research methodologyResearch methodolog

yResearch Design Descriptive Research

DesignUniverse Baroda & HalolSampling Design Convenient

sampling.

Sample unit Doctors & chemist ofBaroda & Halol

Sample Size 100 doctors ,50chemists

Research Tool Questionnaire

Types of questionsClose ended

questionsT e of Structured


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(1)How do you come to know about medicines of apharmaceutical company?

INTERPRETATION:It is observed from the chart thatmost of the doctors(43%) come to know about medicines from MR (medicalrepresentative).


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(2) How do you remember the brand names of medicines,as then are so many players in market?

CATEGORY NO. OF RESPONSES

Conference participation of companies 19

Due to visual folder 39

Gifts given by MR 10

Literature send by companies 9

Continuous Follow up 16

ny Other 7

Total 100

INTERPRETATION:It can be concluded from chart that around 40% of the

doctors remember the name of medicines by visual folders


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(4) What do you do when chemist substitute yourprescribed medicines?

CATEGORY NO.OF RESPONSES

Not accept at anyconditions

9

Accept if prescribed

product not available

49

Accept some time 30

Accept always 12

TOTAL 100

INTERPRETATION:

It can be seen from pie chartthat 49% of doctors willconvert to other medicine ifprescribed medicine is not

available.


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(5) Which brands are easy to recall?


Brand representing molecule 8

Brand easy to pronounce and reminder 36

Brand representing companies name 51

Brand unique and different from companies name 5

TOTAL 100

INTERPRETATION:

51% doctors remember medicine names by companies branname.


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(6) What impact does visual folder play in Brandreminding?

CATEGORY NO.OF

RESPONSES

Very Important 29

Important 41

Average 26

Not much 4

TOTAL 100

INTERPRETATION:Visual folders are an important part of medicine introduction& remembrance as 41% of doctors give their opinion to its

importance.


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(7) What are the parameters you consider for medicinesbefore prescribing?


Company's reputation 25

Relations with MR 0

Quality of products 63

Availability of the products 12

TOTAL 100

INTERPRETATION:

63% Doctors prescribe products based on its quality.


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(2) Do Doctors prescribe any particular companys


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Same companys medicines 28

Different companies medicine 22

TOTAL 50

(2) Do Doctors prescribe any particular companysmedicines or of various companies?

INTERPRETATION:According to 56% chemist, doctors generally like to

prescribe same company medicines

(3) Whi h d t d f t k i h ?


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Product with high margin 10

Product with scheme 5

Product which Dr.

prescribed.

35

TOTAL 50

(3) Which product do you prefer to keep in you shop?

INTERPRETATION:

It can be said that 70% of the chemists like to keep theproducts which doctors prescribed.


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Analysis of doctors survey gives us following

information.

Communication & knowledge of Medical Representatives

(MRs) is very crucial for successful introduction of

medicines to doctors & thus to market.

Brochures are very important marketing tool to haveimpact of medicine in doctors mind.

Brand name is the main criteria for medicine prescription.

Our Company medicine may substitute by other company

in case of unavailability at shop.

Quality products have higher preference in doctors

prescription.

Th h i t l i i t t


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The chemist survey also give us some important

findings

Chemists keep the products which are prescribed by

doctors.

MRs are equally important for medicine introduction to

chemist as in case of doctors.


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The visual folders ( brochures) should includemode of action of the drug,therapeutic use of the drug,dose of the drugside effect of the drugcontent

Contradiction

Training of medical representativesEnhancement of communication skills

Thorough knowledge about medicines .Comfort ability in speaking with doctors & chemist.Special training & development course for them

Provide reference books to doctors in case of new drugs.

RECOMMENDATIONS

F d i f i h i f l hi


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Free treatment and information at the time of launching

of new drug which is use for its availability in market as

well as to extend the sale of the product.

Industrial & manufacturing unit tours for some doctor willhelp to create company image in their mind which will

improve brand name of company.

Medical & health check up camps for introduction of newdrugs through doctors. i.e. metformin ( ant diabetic drug)


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LimitationsAnalysis is made on the information provided by the

Retailers, Doctors, & Medical representative.

Doctors were unable to give the exact preferred product as

there is a different medicine for the different diseases and it

varies patient to patient

It is difficult to give the exact reason of low sales of

particular product because it is simultaneously depends

upon quality, price as well as on seasonal or atmospheric

conditions.

The market research area is limited to Baroda city & Halol

town only.

onc us on


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Although stiff competition in pharma industry, Sun Pharma is

doing well on the basis of Price and field force.

Medical Representatives : The most important part of

introducing medicines to the Doctor

The majority of Doctors prescribe medicines by Brand Name

and not by a Generic or content name.

Major parameters considered before prescribing medicinesCompany ReputationContents of Product

Quality of ProductPrice of Product

Chemist will prefer to keep those medicines that are

prescribed by Doctor. He will also keep those medicines that

have scheme or benefits.

onc us on


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Learning from the projectLearning from the projectMost of the doctors come to know about the new medicines

from the MRs.Visual folders (brochures) are very important for making it

easy for doctors to remember new medicines names soimportant for brand reminding.

Brand name and availability of medicines are very essential

factors.Good quality of product is very necessary for creating good

brand image in doctors mind.

Normally chemists prefer to give medicines which areprescribed by the doctors.

From SWOT analysis , it was found that how effectiveutilisation of our resources can be made to cope up with thepresent Indian market conditions.

Contribution to theContribution to the


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Contribution to theContribution to the

companycompany

Company gets idea about positives , negatives & effectivenessregarding existing marketing strategy.

The changes needed in marketing plans.

Gets idea to increase profitability & brand value by introducing

the medicines top doctors & chemists successfully.

Impact of doctors, chemists & company relations on product.

Effect of quality products on sales.

Distribution channels activeness & efficiency


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Documents

gtu final 1