CHAPTER 1. Introduction

1

PHARMA INDUSTRY PROFILE

The pharmaceutical industry is the world’s largest industry due to worldwide revenues of

approximately US$2.8 trillion. Pharma industry has seen major changes in the recent years

that place new demands on payers, providers and manufacturers. The pharmaceutical industry

is a knowledge driven industry and is heavily dependent on Research and Development for

new products and growth.

The Indian pharmaceutical industry currently tops the chart amongst India's

science-based industries with wide ranging capabilities in the complex field of drug

manufacture and technology. A highly organized sector, the Indian pharmaceutical

industry is estimated to be worth $ 4.5 billion, growing at about 8 to 9 percent annually. It

ranks very high amongst all the third world countries, in terms of technology, quality and the

vast range of medicines that are manufactured. It ranges from simple headache pills to

sophisticated antibiotics and complex cardiac compounds; almost every type of medicine is

now made in the Indian pharmaceutical industry.

The Indian pharmaceutical sector is highly fragmented with more than 20,000

registered units. It has expanded drastically in the last two decades. The Pharmaceutical and

Chemical industry in India is an extremely fragmented market with severe price

competition and government price control. The Pharmaceutical industry in India meets

around 70% of the country's demand for bulk drugs, drug intermediates, pharmaceutical

formulations, chemicals, tablets, capsules, orals and injectibles. There are approximately 250

large units and about 8000 Small Scale Units, which form the core of the pharmaceutical

industry in India (including 5 Central Public Sector Units).

India being a global pharma player has tremendous potential for growth and has

following advantages:

Competent workforce: India possesses a skilful work force with high managerial and

technical competence.

- Cost-effective chemical synthesis: The track record for development, particularly in

the area of improved cost-beneficial chemical synthesis for various drug molecules

is excellent.

2

Legal & Financial Framework: India is a democratic country with a solid legal

framework and strong financial markets. There is already an established international

industry and business community.

Information & Technology: It has a good network of world-class educational

institutions and established strengths in Information Technology.

Globalization: The country is committed to a free market economy and globalization.

Above all, it has a 70 million middle class market, which is constantly growing.

Consolidation: After many years, the international pharmaceutical industry has

discovered great opportunities in India. The process of consolidation, which has

become a popular phenomenon in the world pharmaceutical industry, has started

taking place in the Indian pharmaceutical industry as well. The Indian pharmaceutical

industry which is worth US $ 3.1 billion is growing at the rate of 14 percent per

annum.

The Growth Scenario: Over 20,000 India's US$ 3.1 billion pharmaceutical

industry is growing at the rate of 14 percent per year. It is one of the largest

and most advanced among the developing countries.

Over 20,000 registered pharmaceutical manufacturers exist in the country. The

domestic pharmaceuticals industry output is expected to exceed Rs260 billion in the

financial year 2002, which accounts for merely 1.3% of the global pharmaceutical

sector. Of this, bulk drugs will account for Rs 54 billion (21%) and formulations, the

remaining Rs 210 billion (79%). In financial year 2001, imports were Rs 20 billion

while exports were Rs87 billion.

3

Company Profile

Jubilant Organosys is an integrated Pharma and Life Sciences Company and is one

of the largest Custom Research and Manufacturing Services (CRAMS) companies and

a leading manufacturer of Active Pharmaceutical Ingredients (API) in India,

delivering products and services to the global life science industry by leveraging our

R&D expertise, knowledge-driven operation and global scale manufacturing

capacities.

The Company's business operations are organized into three distinct business

divisions:

a) Pharmaceutical and Life Science Chemicals

b) Performance Chemicals and

c) Industrial Chemicals.

Each business comprises of profit centers with a range of products that service

industries like pharmaceuticals, agrochemicals, construction, packaging/paper, food

& beverages and textiles.            

 

Jubilant Life Sciences has a strong R&D focus and has significantly invested into

building this function into a key global competitive advantage. The Company's R&D

efforts are directed towards the development of application-specific products that

have large commercial potential, both in the domestic and international market. The

Company provides Life Sciences products and services across the value chain, serving

its customers globally. With 11 world-class manufacturing facilities and a team of ~

6000 multicultural people across the globe, the Company is committed to deliver

value to its customers spread across 65 countries.

The Company is well recognized as a ‘Partner of Choice’ by leading life sciences

companies worldwide. The Company's revenues for FY 2010 stood at US$ 813

million. Moving forward, in order to create a focused Life Sciences Entity, the

Company’s name is changed from Jubilant Organosys Ltd. to Jubilant Life Sciences

Ltd., effective Oct 1, 2010. 

4

Brief Profile of Jubilant Pharmaceuticals -

Headquarters - Noida ( U.P. ) , India

Industry Type - Pharmaceuticals Public

CompanyStatus

- Operating

Company Size - 1001-5000 employees

2010 Revenue - US$ 813 Mn.

Founded - 1978

Website

- www.jubl.com

Common Job Titles

Manager - 14 %

Research Scientist - 13 %

Research Associate - 7 %

Senior Engineer - 4 %

Group Leader - 3 %

5

OBJECTIVE OF THE PROJECT

This report was undertaken in order to

1. For the comparative study of different brand products & characteristics such as

company, price, packaging, composition.

2. Find movement of different brands of products in different regions of Noida city.

3. Analyze market trend and find market potential for the product of the company-

JUBINIM.

SCOPE OF THE PROJECT :

The study is expected to bring light to find out the percentage share of different

brands of product in Noida region.

The study helps to analyze the current competition for market and gives position of all

market players.

It can help Jubilant Pharmaceutical to reset its marketing strategies to achieve a

greater market share for these product categories.

It will also help to improve the overall productivity and to enhance the value of the

company.

It will help to improve product quality by helping R & D department to develop

innovative products in order to suite the new era requirement. It will also help to

decide upon pricing and packaging strategies through competitor analysis.

6

CHAPTER 2: BUSINESS DESCRIPTION OF COMPANY

7

BUSINESS DESCRIPTION of Jubilant Organosys

Jubilant Organosys Limited - The Group's principal activity is to manufacture and

sale of organic chemicals. The Group operates through three segments:

Pharmaceuticals and Life Science Chemicals which includes active

pharmaceuticals ingredients, dosage Forms, regulatory affairs, drug discovery &

development services, chemistry services, clinical research, custom research &

manufacturing services (CRAMS) and food polymers; Industrial Products segment

includes organic intermediates, agri and animal nutrition products, specialty gases

and Performance Polymers includes industrial products for tiers, textiles and

coatings; and consumer products for woodworking solutions.

During the year, the Group acquired balance 20% equity interest in Belgium based

pharmaceutical companies, namely; Pharmaceuticals Services Incorporate N.V and

PSI Supply N.V.

Jubilant Organosys Ltd (Jubilant) is the India’s largest manufacturer and exporter of

speciality chemicals and currently exports more than 30 different products to over 50

countries.

MISSION OF JUBLIANT ORGANOSYS

“Jubilant’s mission is to develop an environment for efficient and sustained

innovation for collaborators and employees in addition to protecting and respecting

intellectual property’’

With superior technologies, world class talent and cutting-edge research, they are

committed to delivering high quality, cost effective solutions to aid their customers in

the process of drug discovery.

8

VISION OF JUBILANT ORGANOSYS

9

SUBSIDERIES OF JUBILANT ORGANOSYS

Jubilant Biosys

Jubilant Pharmaceutical

Jubilant Clinsys

Jubilant Chemsys

Subsidieries

a ) Jubilant Biosys

Jubilant Biosys is an innovative bio-informatics and chemo-informatics service provider,

which started its operations in November 2003. The company has made significant inroads

into the global market place and has entered into multiple engagements with leading R&D

and pharmaceutical organizations. Jubilant Biosys currently has more than 32 international

customers, of which seven are pharmaceutical companies and eight are in the biotechnology

sector.

b ) Jubilant Pharmaceuticals

Jubilant Pharmaceuticals is the European subsidiary of Jubilant Organosys Ltd. (India),

specialists in the R&D and production of API's and finished dosage form products.

They are a totally backward integrated service and product provider for

generic pharmaceutical companies who wish to excel in first-to-market generics with a

commitment to market-competitive prices during the entire term of the Supply Agreement.

Its core business and capabilities are situated in the below areas:

Out-licensing with supply of fully in-house developed generics, covering a wide range of

therapeutic areas

Regulatory Services such as MRP & DCP filings, compilation of e-CTD dossiers, etc

Manufacturing site transfers with production at the in-house EU-GMP approved plant in

Roorkee, India

Clinical research at the in-house facility in Delhi, India

10

c ) Jubilant Clinsys

Jubilant Clinsys is a therapeutically focused clinical research organization headquartered in

Bedminster, New Jersey. It provide pharmaceutical, biotechnology and medical device

companies with a broad range of clinical research services in support of Phase I-IV drug and

device development, including project management, clinical monitoring, scientific and

medical support, investigator and patient recruitment, site management, biostatistics, data

management, drug safety, quality assurance, regulatory affairs, and medical writing.

d ) Jubilant Chemsys

Jubilant Chemsys is the wholly-owned subsidiary of Jubilant Life Sciences a global

pharmaceutical company engaged in collaborative research, development and manufacturing

partnerships with pharmaceutical companies worldwide.

Jubilant Chemsys offers medicinal chemistry services for global pharmaceutical and biotech

companies. Jubilant Chemsys is located in NOIDA - a suburb of New Delhi.

11

12

CHAPTER 3: JUBLIANT PHARMACEUTICALS

&

LIFE SCIENCE CHEMICALS

Jubilant Pharmaceuticals & Life Science Chemicals:

This division caters to the life sciences industry comprising mainly of

Pharmaceuticals, Agrochemicals and Food & Feed.

It currently contributes around 28% of the revenues (FY 09) and will be the key

growth driver for the company, with the acquisition of Max India’s API unit. This

division has the highest margins and currently accounts for 43% of the total PBIT (FY

09).

This division comprises of 4 units, viz :

a) Pharmaceuticals—API :

o Jubilant acquired the API unit of Max India located at Nanjangud (near Mysore,

Karnataka) in Sept’02 for a total consideration of Rs 699 mn (including transaction

related expenses of Rs 68 mn). This business is a natural extension of its speciality

chemicals business and also fits in its strategy of increasing contribution from high

value added products. In fact, pharmaceutical sector is the largest end user of Jubilant

products, and addition of API portfolio will help in developing deeper relationships

with its existing customers, as well as adding new customers.

o Currently, Carbamazepine is its largest product and accounts for over 30% of sales.

Jubilant is the second largest manufacturer of this product globally and is a major

supplier to Novartis, which holds the patent for this particular API and formulation.

The manufacturing facility has USFDA approval for this drug.

o Other major products include Oxcarbamazepine, Citalopram, Azithromycin,

Roxithromycin, Tramadol and Pinavarium Broniide.

o It has a portfolio of 10 products in therapeutic segments of Central Nervous System

(CNS), Anti-infective & Gastro-Intestinal (GI). The company plans to expand the

current product portfolio, as well as enter high growth therapeutic categories like

Cardiovascular and diabetes.

o The company has also identified exports as the major thrust area, and as a result has

decided to go for Drug Master Filings (DMF) for some of its products. Exports

currently account for around 40% of sales (FY 09) with Europe being the largest

market followed by U.S and Australia.

13

b) Advance Intermediates for Pharmaceuticals and Agrochemicals :

o Jubilant is currently the world’s second largest manufacturer of Pyridines bases and

its derivatives, after Reilly Industries, Inc., U.S.

o Jubilant has a competitive advantage because of complete backward integration,

which helps it in sourcing its key raw materials like acetaldehyde and formaldehyde.

o It has also undertaken capacity expansion as this unit has been identified as high

growth segment and its thrust is to develop value added products and exports.

o Exports have been consistently growing and currently accounts for over 50% of this

unit’s revenues.

o Pyridine & its derivatives are used in world’s leading formulations like Omeprazole,

Lansoprazole,Fexofenadine, Loratidine, Gleevec, Rosigletazone, Nevirapine and

Imidaclprid among many others.

o The product range include -

Pyridines,

Alpha picoline, beta picoline & gamma picoline,

2 Cyano pyridines, 3 Cyano pyridines & 4 Cyano pyridines.

o The company’s client list is also very impressive including:

Sygenta, Dobfar, Glaxo, Ciba Geigy, BASF, Quimica, Arch, Exterodial, Teva

in the export market and

Aventis, Ranbaxy, Dr. Reddy, Orchid Pharma and Aurobindo Pharma in the

domestic market.

c) CRAMS :

o Under this unit, it manufactures chemical intermediates and works closely with

customers (mainly global players) during the development and scale-up phases as

well as undertakes research for them. The company has the quantitative capability to

produce even small lots (milligram, grams and kilograms) as well as huge quantity

(tonnes) as per the client’s requirements. The ultimate objective is to enter into long

term supply agreements with global players.

o Jubilant offers a range of Fine Chemicals, which are value-added organic molecules

based on Pyridine chemistry. It has developed an expertise in the manufacture of six-

14

member heterocyclic having one nitrogen atom and their derivatives, having the

pyridine and piper dine moiety.

o The company has well equipped lab, pilot plant facilities and analytical testing

facilities.

o The product range includes:

Fine Chemicals:

Lutidines, Collidines, Amino Pyridines;

Pyridine quartarized salts like Pyridine hydrobromide and Pyridine

hydrochloride;

Salts of Pyridine, Picolines & Lutidines Acetyl Pyridines;

Piperidine, Methyl Piperidines, Dimethyl Piperidines and tri-ethyl phosphate.

o Other Products:

Chlormequat Chloride, which is a plant regulator, used in agriculture to

increase the yield of the crop.

o Jubilant is largest exporter of chlormequat Chloride from India and its prime markets

are France, Belgium, Ireland & U.K.

o Major clients of fine chemicals:

Ranbaxy, Dr.Reddy’s, Aurobindo & Hetero Drugs in the domestic market and

Solvay, Sanofi Synthelabo, Aventis, BASF, Eli Lily, Sygenta, etc in the

international market.

( d ) Nutrition:

o Jubilant is amongst the leading manufacturer of Vitamin B (Niacin & Niacinamide).

This is basically used as an ingredient in Pharmaceuticals, OTC Vitamins as well as

for human food enrichment and nutrition products. Global Vitamin B market,

currently estimated at 28,000 MT, is growing at around 6% p.a. and is available in

two grades, viz i) USP grade for human consumption which account for 1/3rd of

global market and ii) Feed grade for mixing with animal feed which accounts for

2/3rd of the global market. The company currently exports its products to US and

plans to introduce it in the European markets soon.

15

o Jubilant Animal Nutrition Products unit manufactures and markets animal feed

additives for the poultry, cattle and aquaculture industries. Its product range includes

Cereal-based choline chloride (all grades), other choline salts, Vitamins and trace

minerals premixes and Toxin binders. Jubilant has 6th largest manufacturing capacity

in the world for cholines, and is completely integrated thereby ensuring steady

supplies and stringent control over quality of the end-product. It is leader in domestic

market with 90% market shares, whereas on global basis it accounts for just 1.33% in

the 2.53 Lac MT (expected to grow at 2-2.5% p.a) choline chloride market, where

Akzo Nobel (Netherlands) is the dominant player. The company is developing various

formulations of choline chloride, such as encapsulated Choline chloride for the

livestock segment.

o Jubilant currently exports its choline chloride to various countries such as U.K

(Whyte Chemical), Brazil (Sannoh), Germany (Helm AG), Belgium, Italy, Australia,

S.Africa & Korea.

Jubilant Pharmaceuticals fact sheet

Incorporated in 1993 Based in Gent – Belgium Subsidiary of Jubilant Organosys since 2004 Broad-spectrum services and products provider to pharmaceutical marketing

companies in Europe Knowledge-based company with excellent track record in national MA’s, MRP’s and

DCP procedures.

- Moving up the Pharmaceutical Value Chain

16

Core business

Jubilant Pharmaceuticals is a totally backward integrated service and product provider for generic pharmaceutical companies.

Our core business and competences are:

Out-licensing with supply of fully in-house developed generics.

Manufacturing site transfers with production at the in-house facility.

Regulatory Services

- Clinical research at the in-house facility in Delhi, India

17

1980-85 1985-90 1990-95 1995-2000 2000-2003 2004

Generic Product

s

Organic Intermediates

Performance

Chemicals

CRAMSAPIs

Discovery

Services

Regulatory

Services

Backward integration

Perfect synergism from API development up to supply of the finished dosage form,

guaranteeing reliability in quality and timing

Benefits of backward integration

Strong R&D and manufacturing capacities at Jubilant India

Jubilant Pharmaceuticals as the single contact point in Europe for licensing,

registration and supply

Qualitative supply of dosage form products

Competitive pricing throughout the entire supply term

JUBILANTS FACILITIES

API : In-house API formulation & production

R&D Formulation :

o Plain dosage forms

o Added-value

o Controlled and sustained release

BE studies : In-house Clinical center

18

In-house Regulatory Affairs expertise

In-house production of pharmaceutical

dosage forms

In-house GDP logistics with GMP certification :

o EU release

MAJOR PRODUCTS IN MARKET

Product Description - Jubinim are nimesulide tablets 100 mg.

Nimesulide is a relatively COX-2 selective, non-steroidal anti-inflammatory drug

(NSAID) with analgesic and antipyretic properties. Its approved indications are the

treatment of acute pain, the symptomatic treatment of osteoarthritis and primary

dysmenorrhoea in adolescents and adults above 12 years old.

Product Description - Jurab-DM are rebeprzole capsules I.P .

Rabeprazole belongs to a class of antisecretory compounds that suppress gastric acid

secretion by inhibiting the gastric H + /K+ ATPase at the secretory surface of the

gastric parietal cell. Rabeprazole has been characterized as a gastric proton pump

inhibitor. Rabeprazole blocks the final step of gastric acid secretion. In gastric parietal

cells, rabeprazole is protonated, accumulates, and is transformed to an active

sulfenamide.

Domperidone is a dopamine antagonist with anti-emetic properties.

Studies in man have shown oral domperidone to increase lower esophaegeal pressure

improve antroduodenal motility and accelerate gastric emptying. There is no effect on

gastric secretion.

Product Description - Indications:

Tifolic is indicated in nausea and vomiting during pregnancy.

Doxylamine acts by competitively inhibiting histamine at H1 receptors. It also has

substantial sedative and anti cholinergic effects.

19

Pyridoxine HCL is involved in the production of haemoglobin in red blood cells and

neurotransmitters like serotonin. B6 is required for the metabolism of MSG.

Pyridoxine HCL is shown to:

- Increase serotonin levels in the brain.

- Improve energy production in the body.

Product Description –

Ofloxacin is a fluoroquinolone antibiotic medicine used in adults to treat certain infections caused by certain germs called bacteria. It is not known if ofloxacin is safe and works in people under 18 years of age. Children less than 18 years of age have a higher chance of getting bone, joint, or tendon (musculoskeletal) problems such as pain or swelling while taking ofloxacin.

Sometimes infections are caused by viruses rather than by bacteria. Examples include viral infections in the sinuses and lungs, such as the common cold or flu. Antibiotics including ofloxacin do not kill viruses.

Product Description –

Omeprazole is a proton pump inhibitor used in the treatment of dyspepsia, peptic ulcer disease (PUD), gastro esophageal reflux disease (GORD/GERD), laryngopharyngeal reflux (LPR), and Zollinger-Ellison syndrome.

20

CHAPTER. 4 MARKETING RESEARCH

21

MARKETING RESEARCH FOR PHARMA PRODUCTS

o The pharmaceutical industry is highly complex. The technologies leading to drug discovery and development are at the limits of human knowledge. The huge size of the companies and the complexities of their processes and technologies presents many organizational and management challenges. The development and management of the distribution system is highly costly.

Marketing Research

Marketing research is the function that links the consumer, customer, and public to the marketer through information

• used to identify and define marketing opportunities and problems;

• generate, refine, and evaluate marketing actions;

• Monitor marketing performance; and improve understanding of marketing as a process.

"Marketing research is about researching the whole of a company's marketing process," i.e. marketing research into the elements of the marketing mix, competitors, markets, and everything to do with the customers.”

THE MARKETING RESEARCH PROCESS

It has 11 steps which are as follows:

• Step One: Establishing the Need for Marketing Research• Step Two: Defining the Problem• Step Three: Establishing Research Objectives• Step Four: Determining Research Design• Step Five: Identifying Information Types and Sources• Step Six: Determining Methods of Accessing Data • Step Seven: Designing Data Collection Forms• Step Eight: Determining Sample Plan and Size• Step Nine: Collecting Data• Step Ten: Analyzing Data• Step Eleven: Preparing and Presenting the Final Research Report

22

ADVANTAGES OF MARKETING RESEARCH

•  It indicates opportunities for products and market development, a company can then decide on the production, sales and production plans after identifying the opportunities.

• It provides a basis for sound, market led decision making by providing information to reduce uncertainty.

• May help to reduce risk of new product development• Marketing research enables an organist ion to match their products or services to

the requirements of the consumers or market.• Research enables advertising to be tested during a campaigns development or

prior to launch to ensure its effectiveness, and after launch to measure the success of the media used. 

•  It also provides objective explanation for success and failure in the market.

23

CHAPTER.5 RESEARCH METHODOLOGY

24

RESEACH METHODS

Research is systematic, critical and self critical enquiry which aims to contribute to the

advancement of knowledge. It is the systematic method consisting of enunciating the

problem, formulating a hypothesis, collecting the facts or data, analyzing the facts and

reaching certain conclusions either in the form of solutions towards the concern problems or

in certain generalization of some theoretical formulation.

The goal of the research process is to produce new knowledge, which takes three

main forms:

Exploratory research , which structures and identifies new problems

Constructive research , which develops solutions to a problem

Empirical research , which tests the feasibility of a solution using empirical evidence

Research can also fall into two distinct types:

Primary research

Secondary research

Research is often conducted using the hourglass model Structure of Research. The hourglass

model starts with a broad spectrum for research, focusing in on the required information

through the methodology of the project (like the neck of the hourglass), then expands the

research in the form of discussion and results.

25

Research Design for the project work:

Data Source:

Primary data was collected with the help of questionnaire from which questions were asked

to the chemist, and data was collected in a tabular format used for Analysis and research

The method applied to achieve the above mentioned targets was:

The main source of secondary data for this project was the information from various

information Media

Reference books

Magazines

Internet browsing

Company's Guide

Company's Broscher

Company's Leaflet

Company's Record File

other employee of the Company

Internet

CIMS

MIMS

26

CHAPTER.6 RESEARCH ANALYSIS

27

Total Sales of Different brand in the region under survey :

Sr. no. Brand name Total no. of units sold

Average no. of unit

sold/chemist(approx.

)

1.Jubinim

493 05

2.Nise

824 08

3.Nimulid

280 03

4.Nicip

343 04

28

Jubinim tablet

Market Share of different Brands

Region I: Sector 21A, 32, 55A; Vidhyachal Marg.

Region II: Sector 23 , 24 , 52; Tulsi Marg ; Noida ( U.P. )

29

JUBINIM23%

NIise36%

Nimulid

13%

Nicip

14%

jubinim

nise

nimulid

nicip

others

Region III: Sector 52, 53 ,61, Ashok Marg ; Noida (U.P.)

30

JUBINIM27%

Nise41%

Nimulid10%

Nicip15%

Others7%

jubinimnisenimulidnicipothers

JUBIINIM

18%

Nise39%

Nimulid

10%

Nicip

15%

Others18%

jubinim

nise

nimulid

nicip

others

Region IV: Sector 34, 35, 51 Phase I Golf Marg; Noida ( U.P.)

31

JUBINIM

18%

Nise

34%Nimulid

14%

Nicip

19%

Others

15%

jubinim

nise

nimulid

nicip

others

JUBINIM TABLET

Monthly sales - Market share analysis of different brands in the overall region

Result:-

NISE ( Dr. Reddy’s ) is market leader with the 37 % share in the region under survey followed by JUBINIM ( Jubilant Pharma ) has the 22 % , NICIP have a 15% , NIMULID is 12% followed by market share of 14% for other players in the market .

32

JUBINIM22%

Nise

37%

Nimulid

12%

Nicip15%

Others14%

Competitive Analysis

Competitor brands were analyzed by knowing their company, price and formulation from the respondent chemist. Few brands were found in the market region under survey and some of them were found through internet search.

Sl. no. Brand CompanyFormul

Ation Content MRP

1.NISE Dr. Reddy’s

Tab 10 per strip

Nimesulide 100 mg

Rs./-

2. NIMULID

Panacea

Biotech

Tab 10 per strip

Nimesulide 100 mg

3. NICIP (generic)

CiplaTab 10 per strip

Nimesulide 100mg

33

CHAPTER 7 SWOT ANALYSIS FOR JUBILANT

ORGANOSYS

34

SWOT ANALYSIS FOR JUBILANT ORGANOSYS

SWOT-analysis is done to understand the external and internal environment of the organization. SWOT, which is acronym for strength, weakness, opportunity and threats is also known by SWOT-analysis. Though such an analysis, is strength and weakness exist within an organization can be matched with the opportunity and threats operating in environment, so that an effective strategy can be formulated. An effective organizational strategy, therefore, is one that capitalizes on the opportunity through the use of strength and neutralizes the threats by minimizing the impact of weakness. Below is the SWOT- analysis of Jubilant Organosys Pvt. Ltd.

Strengths:

Jubilant strength has been to tap every available opportunity to move up the value chain and de risk its business model. While doing this, it has gradually built up global size capacities, in order to take advantage of economies of scale and compete with global peers.

Jubilant manufacturing capacities are also completely integrated, there by bringing down its average cost of production and providing the much-needed flexibility for product mix.

Jubilant is one of the few chemical companies in India, having strong focus on R&D. This has helped the company develop a very strong portfolio of niche products finding application for specific users or user industry.

Weakness:

It is felt that the contribution of Organic Intermediates division at 45% is still very high which includes its Acetyls range of products. The realisations of these products have been very volatile (domestic as well as exports) in the past, affecting the margins of the company. Also, the profitability of this division is heavily dependent on the prices of its key raw material-Molasses.

Opportunities:

35

I consider the acquisition of Max India’s API unit as an excellent opportunity for the company to take a foothold in the promising pharma sector. The company has the opportunity to tap the regulated markets, as branded drugs with annual sales of more than US$ 50 billion are going off-patent by 2007. In fact, the company plans to expand its R&D team to tap this opportunity, as well as file around 2-3 DMF’s (Drug Master Filings) .

There is huge potential to scale up its Pyridine and Picoline based derivatives segment, where manufacturing processes and technologies are still evolving. Jubilant has an early mover advantage in this segment and also the benefits of complete backward integration ensuring stringent control over its raw materials. It has consistently launched new products and this segment is currently amongst the largest forex grosser for the company.

Threats:

Molasses & Alcohol still accounts for the major portion of the overall cost. I expect the company to easily absorb around 12-14% jump in molasses prices (also built in projections), as the contribution of speciality products (incl. exports) are increasing replacing commodity products in the overall turnover.

However, any increase in raw material prices beyond these levels will have

an adverse impact on the margins of the company.

36

CHAPTER 8 FINDINGS

FINDINGS

37

1. During the survey it was found that most of the chemist found it difficult to

tell total exact number of units of different brands sold per month.

Tablets:

1. Percentage share of different brands in the region under survey was are as

follows:

Ranking Brand name

Market share (in

%)

In region surveyed

1.NISE ( Dr. Reddy’s)

Market leader 37 %

2. JUBINIM ( Jubilant Pharma ) 22 %

3. NICIP ( Cipla ) 15 %

4. NIMULID 12 %

5. OTHERS 14 %

38

CHAPTER 9 SUGGESTIONS

39

SUGGESTIONS

Tablets:

1. Nise (Dr. Reddy’s) which is the market leader in Tablets has pricing strategy in par

with Jubinim , its promotion with advantage will help to capture major market share

from Nise .

2. Nise has highest market share in region II (i.e. Tulsi Marg), promoting Jubinim in this

region will help achieve higher sales.

3. Content wise Jubinim is second in the market but Nise is cheaper than Jubinim, this

demands a need for change in pricing strategies of Jubinim.

4. Great sales of total capsules was observed in Region I (i.e. Vidhyachal Marg region),

hence doctors from this area should be targeted to increase sale of Jubinim Tablets.

5. Regular follow up with doctors and monitoring with the retailers in Noida region will

definitely help achieve good market share for Jubinim .

40

CHAPTER 10 CONCLUSION

41

CONCLUSION

1. On the basis of the data collected it can be concluded that NISE holds highest share in

the market.

2. The competition in product categories is more and thus JUBILANT Pharmaceuticals

can face difficulty in its promotion of products.

3. Knowing the market share of competitors, will help JUBILANT Pharmaceuticals

Limited to devise its marketing strategies to achieve a better market share in all the

product range.

4. It can be also concluded that JUBILANT Pharmaceuticals Limited can achieve a good

market share by giving more emphasis on quality products, contents, packing with

competitive price.

5. Noida region can serve as better target market for the initial launch of the new

products of the company.

6. The number of patients is increasing day by day and hence all the products of the

company has tremendous scope for increasing its sales and in turn profits for the

company.

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CHAPTER 12 BIBLIOGRAPHY

Books:

1. Principles of Marketing – Philip Kotler, 13th edition

2. David B. Wolfe and Robert Snyder, 2003, Ageless Marketing: Strategies for reaching

the hearts and minds of new customers majority, Derompena Tarborn Financial

Publishing, USA

3. Fons Trompernaas and Peter Wooliams, 2004, Marketing Across Culture, Capston

Publishing (A Wiley company), West Sussex, England.

4. V. S. Ramaswamy and S. Namakumari, 2002, Marketing Management: Planning,

Implementation, Control, McMillan India Ltd. Publishing, New Delhi.

Websites and links:

1. www.wikipedia.com

2. http://www.researchandmarkets.com

3. www.biospectrum.com

4. www.cflpharma.com

5. CIMS, MIMS India- Database for drug information

6. www.medexperts.com

7. www.jubl.com

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CHAPTER 12 – ANNEXURE

Questionnaire For Jubinim Tablets

Market Standing of Jubinim tablets of Jubilant Pharma

Date -

Name of the Chemist: - ……………………………………..............

Address:-…………………………………………

…………………………………………

1) Are you Aware about Jubilant Pharma? - Yes No

2) How much product is available in the shop? -

3) How much sale of the product in per month? -

4) Who are the competitors of the product?

Ayurvedic Allopathic

Competitor s company name:-…………………………………………………………………………

5) Sale of the competitors? -

6) Price of our product? -

44

7) Competitors price? -

8) Prescribers Doctors? - G. P. Consultants

……………………………………………..

……………………………………………..

9) Whether Jubinim tablets is readily available to stockiest?

Yes No …………………………………………………

10) Sale of the product is going to ↑ or ↓

45