A Project Report on Lupin

SUMMER TRAINING REPORT

ON

Survey TO Check Sale Of Brand Glycomet and Telsartan

Submitted to

PUNJAB TECHNICAL UNIVERSITY, JALANDHAR

Submitted in

the partial fulfillment of the Degree requirement towards the

SESSION (2008-2010 )

Submitted By: Project Guide:

VARUN BAWA Ms. SHIVANI(Lecturer)

MBA – IIIrd Sem. CTIMIT

Roll No. 81407317174 JALANDHAR

GUIDE CERTIFICATE

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It is hereby certified that the project report on survey to check sale of brand Glycomet

and Telsartan being submitted by Varun Bawa students of the degree of Master of

Business Administration (3rd sem) of CT Institute of Management and Information

Technology, Jalandhar which affiliated to Punjab Technical University, Jalandhar is

an original work carried out successfully under my guidance and supervision and that

no part of this project has been submitted for any other degree/ diploma. The sincerely

efforts put in during the course of investigation is hereby acknowledgement.

Project Guide

Ms.SHIVANI

(Lecturer CTIMIT)

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This study declare that study entitled survey to check sale of brand Glycomet and Telsartan in the context of Lupin Pharmaceutical Mohali, being submitted by me in partial fulfillment of require by the CTIMIT.The study was conducted at sales department at Lupin.The matter embodied in this project report has not been submitted to any other institute or university.

VARUN BAWA

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ACKNOWLEDGEMENT

I feel immense pleasure to give the credit of my project work not only to one

individual as this work is integrated effort of all those who concerned with it. I want

to owe my thanks to all those individuals who guided me to move on the track.

This report entitled “Survey To check sale of Brand Glycomet and Telsartan

Available in the Market” is the outcome of my summer training at Lupin

Pharmaceuticals Limited, Mohali.

I sincerely express my gratitude and lot of thanks to Mr. Gagan arora (Regional

sales Manager) and to the staff of Lupin Pharmaceuticals Limtied, Mohali for helping

me in completing my project work and making it a great success.

I would like to also express my deep sense of gratitude towards the staff of C.T.

Institute of Management & I.T., Jalandhar who introduced me to the subject and

under whose guidance I am able to complete my project.

Last but not least, I would thank all my friends, faculty members and all respondents

who rendered their precious time for contributing their skills and to fill the

questionnaire, which made my project more appealing and attractive.

VARUN BAWA

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PREFACE

Management ideas without any action based on them mean nothing. That is why

practical experience is vital for any management student. Theoretical studies in the

classroom are not sufficient to understand the functioning climate and the real

problems coming in the way of management of Men, Materials, Machine and Money.

So practical exposure are indispensable to such courses. Thus practical experiences

are as a supplement to the classroom studies. It offers an exposure to real practical of

management in various organizations. It exposes invaluable treasures of expenses to a

student.

This project deals with “Survey To Check Sales Of Brands Glycomet and

Telsartan Brand Available in the Market”. It was my fortune to do this

dissertation. I learnt a lot of new things which could never been learnt from theory

classes. This research project is presentation of my summer training.

In the first phase of the research project, there is a introduction of pharmaceutical

industry, company profile Lupin and products of Lupin are given. After that a market

research is performed with a sample size of 300 Chemists. The research study was

limited to Chandigarh, Panchkula, Manimajra, Gurdaspur and Batala region. Here, in

my survey, I have contacted the respondents through personal interviews with the

help of questionnaires.

The main objective of the research to do the survey to check the sale of both these

Salt. In the last phase of the report findings, suggestions and conclusions have been

drawn.

The success of the company lies in strict quality control, manufacturing facilities,

Cost Competitiveness, Well Developed Industry with Strong Manufacturing Base,

Access to pool of highly trained scientists, both in India and abroad, Strong marketing

and distribution network.

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Thus we can say that the company is growing well in the market by leaps

and bounds and the day is no far when Lupin will left behind all the major

Companies of the world. The company has proper vision and mission for the future

and I hope Lupin will easily achieve its future targets and mission.

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TABLE OF CONTENTS

SR. NO. PARTICULARS PAGE NO.

CHAPTER –I :INTRODUCTION TO STUDY

1.1 Introduction to Marketing 9-14

1.2 Indian pharmaceutical industry 15-16

1.3 The growth scenario 16-17

1.4 Steps to strengthen the industry 17-18

CHAPTER-II : COMPANY PROFILE OF LUPIN

2.1 History 19- 20

2.2 Milestones 21-25

2.3 Award and recognition 25-27

2.4 Research centre 28-31

2.5 Strength and quality 31-32

2.6 Global presence 33

CHAPTER-III : OBJECTIVES OF THE STUDY

3.1 Objectives of the Study 34-35

CHAPTER-IV: RESEARCH METHODOLOGY

4.1 Research Methodology 36-39

4.2 Limitations of the Study 40

CHAPTER-V : DATA ANALYSIS AND ITS INTERPRETATION

5.1 Data Analysis and Its Interpretation 41-51

CHAPTER-VI : FINDINGS AND SUGGESTIONS

6.1 Findings of the Study 52-53

6.2 Suggestions 54

CHAPTER-VII : CONCLUSION

7.1 Conclusion 55-56

ANNEXURE

Questionnaire 57-60

Bibliography 61

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INTRODUCTIONTO THE STUDY

C H A P T E R - I

INTRODUCTION TO THE STUDY

The word 'Market' is derived from the Latin word 'Marcatus' which means

merchandise, trade or place where business is conducted. Market is the atmosphere of

a region in the force of demand and supply operate directly or by the means of any

kind of communication that are sufficient to bring about transfer in the title of the

goods and it does not necessarily mean only a place where actual buying and selling is

conducted.

Meaning of Marketing

Marketing is the most complex and challenging function performed by every

business firm.

Business regards marketing as a management function to plan, promote and

deliver product to clients. Human efforts, finance and management constitute the

primary resources in marketing.

Marketing is the skill of selecting and fulfilling consumer desires in such a way

that a dose of money put in brings back maximum return.

Marketing is a system of integrated business activities designed to develop

strategies and plans (marketing mixes) to the satisfaction of customers wants.

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Marketing is nothing but creation of

utilities

Time

Place

Ownership

‘Marketing’ views the customers as the very purpose of the business; sees the

business from the point of view of the customer; customer consciousness permeates

the entire organisation, all departments and all people in the organisation, all the time.

DEFINITIONS

“Marketing is the process of planning and executing the conception, pricing,

promotion and distribution of ideas, goods and services to create exchange that satisfy

individual and organizational objectives.

-American Marketing Association

“Marketing is a social and managerial process by which individuals and groups

obtain what they need and want through creating, offering and exchanging products of

value with others”

-Philip Kotler

In short, modern marketing begins with the customer and ends with the

customer’s satisfaction and social well being. Under the market driven economy,

buyer is the boss.

MARKETING PROCESS

Marketing is the process by which products are manufactured according to the

needs and requirements of the consumers and after their production their ownership is

passed on to the final consumer for whom it is produced.

Marketing process is the dynamic process combining the different activities in the

flow of goods from the producer to the consumer.

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“The marketing machinery of today involves three major processes- the

concentration, dispersion & equalization of goods.”

-Clark

These three processes of marketing go on simultaneously. The wholesalers on the

one hand procure products from the producers and on the other hand make available

these goods to the retailers in the different markets according to their requirements. In

this way, in their activity of dispersion they look to the equalization.

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CONSUMER DEMAND THROUGH MARKET

RESEARCH

GOODS

FLOW

GOOD

S FLOW

MONEY FLOW

EXCHANGE SOME

THING OF VALUE

MARKET ANTICIPATION

CUSTOMER

PRODUCER

MARKET OFFERING

Marketing management is the process of scanning the environment, analyzing

market opportunities, designing marketing strategies and then effectively

implementing and controlling marketing practices.

“Marketing management is the process of planning and executing the conception,

pricing, promotion and distribution of goods, services and ideas to create exchange

with target groups that satisfy customer & organizational objectives”

-Philip Kotler

Marketing management has to assure the marketing effectiveness of a company

and its product line.

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Thus, marketing management represents an important functional area of business

management efforts for the flow of goods and services from producers to consumer. It

formulates second marketing policies and programmes and looks after their

implementation and control.

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INDIAN PHARMACEUTICAL INDUSTRY

The Indian Pharmaceutical Industry today is in the front rank of India’s science-

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

manufacture and technology. A highly organized sector, the Indian Pharma Industry is

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

very high in the third world, in terms of technology, quality and range of medicines

manufactured. From simple headache pills to sophisticated antibiotics and complex

cardiac compounds, almost every type of medicine is now made indigenously.

Playing a key role in promoting and sustaining development in the vital field of

medicines, Indian Pharma Industry boasts of quality producers and many units

approved by regulatory authorities in USA and UK. International companies

associated with this sector have stimulated, assisted and spearheaded this dynamic

development in the past 53 years and helped to put India on the pharmaceutical map

of the world.

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

registered units. It has expanded drastically in the last two decades. The leading 250

pharmaceutical companies control 70% of the market with market leader holding

nearly 7% of the market share.

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 invertible. There are about 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). These units produce the complete range of

pharmaceutical formulations, i.e., medicines ready for consumption by patients and

about 350 bulk drugs, i.e., chemicals having therapeutic value and used for production

of pharmaceutical formulations.

Following the de-licensing of the pharmaceutical industry, industrial licensing for

most of the drugs and pharmaceutical products has been done away with.

Manufacturers are free to produce any drug duly approved by the Drug Control

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Authority. Technologically strong and totally self-reliant, the pharmaceutical industry

in India has low costs of production, low R&D costs, innovative scientific manpower,

strength of national laboratories and an increasing balance of trade. The

Pharmaceutical Industry, with its rich scientific talents and research capabilities,

supported by Intellectual Property Protection regime is well set to take on the

international market.

ADVANTAGE INDIA

Competent workforce: India has a pool of personnel with high managerial and

technical competence as also skilled workforce. It has an educated work force and

English is commonly used. Professional services are easily available.

Cost-effective chemical synthesis: Its track record of development, particularly in

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

excellent. It provides a wide variety of bulk drugs and exports sophisticated bulk

drugs.

Legal & Financial Framework: India has a 62 year old democracy and hence has 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 continuously growing.

Consolidation: For the first time in many years, the international pharmaceutical

industry is finding great opportunities in India. The process of consolidation, which

has become a generalized phenomenon in the world pharmaceutical industry, has

started taking place in India.

THE GROWTH SCENARIO

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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 Rs500 billion in the

financial year 2009, which accounts for merely 2.5% of the global pharmaceutical

sector. Of this, bulk drugs will account for Rs 290 bn and formulations, the remaining

Rs 210 bn . In financial year 2009, imports were Rs 190 bn while exports were Rs230

bn.

STEPS TO STRENGTHEN THE INDUSTRY

Indian companies need to attain the right product-mix for sustained future growth.

Core competencies will play an important role in determining the future of many

Indian pharmaceutical companies in the post product-patent regime after 2005. Indian

companies, in an effort to consolidate their position, will have to increasingly look at

merger and acquisition options of either companies or products. This would help them

to offset loss of new product options, improve their R&D efforts and improve

distribution to penetrate markets.

Research and development has always taken the back seat amongst Indian

pharmaceutical companies. In order to stay competitive in the future, Indian

companies will have to refocus and invest heavily in R&D.

The Indian pharmaceutical industry also needs to take advantage of the recent

advances in biotechnology and information technology. The future of the industry will

be determined by how well it markets its products to several regions and distributes

risks, its forward and backward integration capabilities, its R&D, its consolidation

through mergers and acquisitions, co-marketing and licensing agreements.

As per WTO, from the year 2005, India will grant product patent recognition to all

new chemical entities (NCEs) i.e., bulk drugs developed then onwards. The Indian

Government's decision to allow 100 percent foreign direct investment into the drugs

and pharmaceutical industry is expected to aid the growth of contract research in the

country. Technology transfer to 100 percent Indian subsidiaries of MNCs is expected

only in 2005.

Indian pharmaceutical interests in making a mark on the global scene got a boost

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when Dr. Reddy's licensed two of its anti-diabetic molecules to Novo Nordisk and

when Ranbaxy licensed its Novel Drug Delivery System (NDDS) of ciprofloxacin to

Bayer. MNCs in India faced the problem of having a very high DPCO coverage,

weakening their bottom lines as well as hindering their growth through the launch of

new products. DPCO coverage is expected to be diluted further in the near future

benefiting the MNCs. New legislation is also expected in the OTC segment increasing

the number of brands in the Over the Counter (OTC) segment.

The Indian pharmaceutical industry is also getting increasingly U.S. FDA compliant

to harness the growth opportunities in areas of contract manufacturing and research.

Indian companies are increasingly focusing on tapping the U.S. generic market,

projected to be around $18 billion.

The Indian Pharmaceuticals sector has come a long way, being almost non-existing

during 1970, to a prominent provider of health care products, meeting almost 95% of

country’s pharmaceutical needs. The domestic pharmaceutical output has increased at

a compound growth rate (CAGR) of 13.7% per annum. Currently the Indian pharma

industry is valued at approximately $ 8.0 billion. Globally, the Indian industry ranks

4th in terms of volume and 13th in terms of value. Indian pharmaceuticals industry

has over 20,000 units. Around 260 constitute the organized sector, while others exist

in the smallscale sector.

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HISTROY

Lupin Limited, headquartered in Mumbai, India has successfully positioned itself as a

Transnational Pharmaceutical Company, with a wide global footprint. The Company

develops and markets a wide range of quality, affordable generic and branded

formulations and APIs in multiple markets across the world.

Business Mix

The Company has gained recognition as the world’s largest manufacturer of

Tuberculosis drugs. Over the years, the Company has moved up the value chain and

has not only mastered the business of certain intermediates and APIs, but has also

leveraged its strengths to build a formidable formulations business. It has a significant

presence in Cephalosporins, Cardiovasculars (prils and statins), Diabetology,

Asthama and NSAIDs therapy segments. Over the last four years, the Company’s

business mix has improved with close to 70% of its revenues coming from

formulations and 30% from APIs.

Global Footprint

The Company has a wide onshore and offshore presence with its products available in

close to 70 countries. In terms of overall revenues, the overseas business constitutes

close to 55%, while the balance comes from the domestic market. Lupin has retained

a stronghold in India growing ahead of the industry and has achieved a formidable

position in many segments leveraging its sound marketing prowess and a wide

product basket.

The US is Lupin’s largest market overseas where it has developed a robust branded

and generic business. Over a period of four years, Lupin has developed a business of

US$ 200 mn in the US and has been recognized as one of the fastest growing

Companies in this market. The Company aspires to replicate this success in other

Advanced Markets such as Europe, Japan and Australia.

During 2007, Lupin fast tracked its growth trajectory through two acquisitions. While

the acquisition of Kyowa positioned the Company amongst the top ten generic

pharma Companies in Japan; another acquisition in India provided it a springboard to

leap ahead in the CRAMS space.

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Manufacturing

Lupin’s manufacturing facilities, spread across India, play a critical role in enabling

the Company realize its global aspirations, benchmarked to International standards,

these facilities are approved by international regulatory agencies like US FDA, UK

MHRA, TGA Australia, WHO, and MCC South Africa. The Company has leveraged

its strong vertical integration in building a global pharmaceutical powerhouse.

Research

The Company’s intellectual pool of over 400 scientists is constantly engaged in path

breaking research. Its focus on drug discovery and advanced drug delivery systems

research has resulted in significant progress in its Novel Drug Discovery &

Development program and development of platform technologies that are being used

to develop value-added generic pharmaceuticals. Company’s strong focus on creating

Intellectual Property (IP) assets has resulted in generating revenue streams through IP.

The Company’s overall research prowess enables it to master cutting edge science and

technology.

Financials

Currently positioned amongst the top five pharmaceutical companies of India, the

Company is committed to achieve sustainable earnings and growth for all its

stakeholders. For the financial year ended March 2008, Lupin's Revenues and Profit

after Tax were Rs.27, 730 mn (US$ 694 mn) and Rs.4,083 mn (US$ 102 mn)

respectively. The Company reported a 34 % rise in revenues while the Net profit

increased by 32%.

The company incurred R& D expenditure of Rs 1546 mn, which is 6 % of its gross

sales.

Going Forward

Lupin is poised to capitalize the opportunities that are set to unfurl in the global

pharmaceutical space and establish itself as an innovation led transnational

pharmaceutical company.

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Our Vision

“To be an Innovation - led Transnational Pharmaceutical Company”

Our Values

Superior Performance

Integrity

Entrepreneurship

Customer Orientation

Working Together

Respect for People

History & Milestones

Year Milestones

2009 Lupin acquired majority stake in Multicare Pharmaceuticals

Philippines Inc.

2008 Lupin expanded its product basket in Japan-Kyowa and

received ten products approval from Ministry of Health &

Labour Welfare, Japan.

Lupin acquired Hormosan Pharma GmbH, a Generic

Company in Germany.

Lupin acquired stake in Generic Health Pty Ltd., in

Australia.

Lupin acquired Pharma Dynamics in South Africa.

2007 Lupin acquired Vadodara based Rubamin Laboratories Ltd

(rechristened to Novodigm Ltd).

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Lupin acquired Kyowa Pharmaceutical Industry Company

Limited, a leading Generic Company in Japan.

Commercial production was started at the New finished

dosage facility at Jammu.

Lupin received “Best new manufacturer of the year” award

from Amerisource Bergen.

2006 A new facility was set up at Jammu.

Maiden Bonus share were issued in the ratio of 1:1.

Maiden issue of Foreign Currency Convertible Bonds

(FCCB) aggregating US $100 mn, which are listed on

Singapore Stock Exchange.

2005 Maiden Employees Stock Option Plan was implemented.

US FDA and MHRA (UK) approvals were received for Goa.

New Lovastatin plant at Tarapur was approved by the US

FDA.

2004 WHO approval was received for State of the art formulation

Plants at Goa and Aurangabad.

2003 Lupin had successfully implemented SAP ERP across the

Company to unify all business functions and processes.

Introduced collaborative messaging and workflow solution

on the intranet.

Oral Cefaclor injectible Plant at Mandideep was approved by

US FDA.

Lupin Pharmaceuticals Inc. USA was formed for trading,

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marketing and developmental activities in the US.

2002 Exports to the Advanced Markets crossed Rs.1000 mn.

Rising trend of exports as a % of total revenue – up 33%

year-over-year.

Patent filings crossed 100.

Five AND As were filed.

New Anti-TB facility was commissioned at Aurangabad.

Rablet was rated by ORG-Marg as the second best launch

of FY 2002-03.

2001 Lupin became the only Asian Pharmaceutical company to

receive US FDA approvals for its sterile cephalosporin

facility.

A state of the art US FDA approvable oral cephalosporin

bulk active plant was commissioned.

State of the art R&D Centre at Pune was commissioned.

Lupin commenced supply of Cephalosporin bulk actives to

its alliance partners in the US.

Lupin Laboratories Ltd was amalgamated with Lupin

Chemicals Ltd, whose name was changed to Lupin Limited.

2000 The Cefotaxime facility was approved by the US FDA.

The Company’s restructuring operations yielded

encouraging results.

Work commenced on the R&D Centre at Pune.

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1999 Lupins inject able cephalosporin bulk active plant at

Mandideep was approved by UK MCA.

1997 Lupin’s inject able Cephalosporins dosages plant at

Mandideep obtained UK MCA approval.

Lupin’s formulations facility at Aurangabad was upgraded.

Three plants of Lupin, manufacturing Cefaclor at

Mandideep, 7 ACCA at Ankleshwar and Rifampicin at

Tarapur, got US FDA approvals.

ICMA Technology award was given for injectable

Cephalosporins.

1996 Government of India conferred the ‘Best Exporter’ Award

on Lupin.

Company received the ICMA Technology award for

injectable Cephalosporins.

1992 Fermentation Plant of Lupin Chemicals Ltd was established

at Tarapur, Maharashtra.

Sterile Plant for injectable Cephalosporins (bulk) was

commissioned at Mandideep.

Lupin Laboratories Ltd and Lupin Chemicals Ltd raised

money through IPOs in 1993-94.

Won FICCI’s award for contribution towards rural

development.

1991 Injectable cephalosporin (bulk and dosages) production was

initiated at Mandideep.

Lupin won the ICMA technology award for successfully

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manufacturing Vitamin B6.

1989 Joint venture in Thailand – Lupin Chemicals (Thailand) Ltd

was established.

Two Plants Ankleshwar and Mandideep received US FDA

approvals for maintaining stringent quality standards.

1988 The Lupin Human Welfare and Research Foundation

(LHWRF) was founded by Dr Desh Bandhu Gupta to

provide an alternative, sustainable and replicable model of

rural development.

1987 Cephalexin Plant at Mandideep and 7 ADCA plant at

Ankleshwar went on stream.

1981 Ethambutol production was started

1980 Lupin commissioned a formulations plant and an R&D

center at Aurangabad.

1972 Lupin Laboratories Pvt Ltd was incorporated.

1968 Lupin commenced

General Awards

Year Awards

2008

'Wal-Mart Supplier Award of Excellence' for overall commitment,

performance, on-time shipping, innovative programs and overall

partnership.

2007

Amerisource Bergen, one of the largest and leading wholesalers in the US

conferred the “Best New Manufacturer of the Year, Generics Rx” to Lupin

Pharmaceuticals Inc.

 Cardinal Health conferred two awards – the “Trade Representative of the

Year” and the “Quality Supplier Award” to Lupin Pharmaceuticals Inc.

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CSR Awards

Year Awards

1990 Merit certificate by the District Administration for Excellent Social Service

& Rural Development of Independence Day.

1991 FICCI Award for outstanding achievement in rural development by Prime

Minister of India.

1992 ICMA Award for innovative and purposeful programs for social progress.

1993 PHD chamber of commerce award for Corporate Citizen.

1994 Jamna Lal Bajaj Award for outstanding contribution in Rural Development.

1995 Bhamashah Award for contribution in the field of Education by Chief

Minister of Rajasthan.

1998 Merit certificate by the Chief Minister of Rajasthan for voluntary and social

services.

2003 Business world FICCI-SEDF Corporate Social Responsibility Award 2003

by Ex-President of India Shri K R Narayanan.

2006

FICCI Ladies Organization Award – Outstanding Institution for Women

Welfare by FICCI’s Secretary General Shri Amit Mitra and FLO’s President

Mrs Usha Agarwal.

 Best NGO Award from NABARD for significant work done in area of SHG

formation and Bank Linkages.

OVERVIEW

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Guided by its mission to become an Innovation led, Transnational

Pharmaceutical Company, Lupin’s scientific pool of close to 450

researchers constantly strive to develop new technologies and products.

Lupin Research Park (LRP) at Pune, spread across 19 acres is the hub of

the Company’s research activity. The Centre harbours a culture that

fosters innovation and helps shape inventions into innovative commercial

products.

Today, the Company has the proficiency to develop a wide range of

pharmaceuticals, across the value chain encompassing complex APIs to

value-added difficult-to-develop formulations. During 2007-08, the total

investment of the Company in R&D (excluding depreciation) was over

Rs.2,000 mn, 7.5% of consolidated net sales.

Overview

  Lupin’s manufacturing facilities, spread across India, play a critical role in

enabling the Company realize its global aspirations, benchmarked to

International standards, these facilities are approved by international

regulatory agencies like US FDA, UK MHRA, TGA Australia, WHO, and

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MCC South Africa. The Company has leveraged its strong vertical

integration in building a global pharmaceutical powerhouse.

Key Products: APIs and

Intermediates

Approved by:

WHO (Geneva)

Ankleshwar, Gujarat, India  

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Key Products: APIs and

Intermediates

Approved by:

US FDA

WHO

Tarapur, Maharashtra, India

Key Products: APIs and Formulations

Approved by:

WHO

US FDA

UK MHRA

Mandideep, Madhya Pradesh,

India 

Key Products: Formulations

Approved by:

WHO (Geneva)

Aurangabad, Maharashtra, India  

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Key Products: Formulations

Approved by:

US FDA

UK MHRA

Goa, India  

Key Products: Formulations

Jammu, Jammu & Kashmir,

India  

Key Products: Formulations

Approved by:

(In the pipeline)

Indore, Madhya Pradesh, India  

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Key Products: Formulations

Approved by:

MOH (Japan)

Business Development and Partnerships

At Lupin, we strive to help people lead healthier lives through delivering affordable

and accessible medication to patients across the world. We are engaged in

discovering, developing and commercializing innovative medicines that satisfy unmet

medical needs.

We recognize the contributions made by our partners in achieving this objective and

believe in leveraging successful partnerships in the areas of discovery, technology,

products and commercial operations.

Over the years we have executed several business development transactions including

product in/out-licensing, co-development agreements, technology licenses, joint

ventures, and acquisitions – that are collectively enabling Lupin to make medical

treatment accessible to a larger patient population across the globe.

Our Strengths are:

Fully Integrated pharmaceutical company

Strong Research Base in the areas of Generics, New Chemical Entity, Novel

Drug Delivery Systems, New Biological Entity, research

World Class GMP Compliant Manufacturing Facilities approved by

international regulatory agencies

Sound Technology Base and expertise to scale up technology to deliver

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innovative products

Strong Global Footprint : USA, India, Japan, Australia, UK, Germany, CIS

Large Dynamic Sales Force

Robust Distribution Network

Quality

The importance of quality cannot be undermined in any organization. The customers

both in India and overseas are becoming increasingly demanding with respect to cost,

quality and delivery performance. Achieving these three require imbibing the

philosophy of ‘Total Quality Management’ into the organization’s culture. It has to

become the very essence of the organization. More so in the case of the

pharmaceutical industry.

The pharma industry is subject to strict quality control and scrutiny. India by far has

the largest number of USFDA approved plants, outside of US which exemplifies the

increasing focus on quality assurance of the industry.

At Lupin, we take considerable pride in the quality that we ensure and assure. Our

operations are guided by our Quality Policy. We believe that quality is the mainstay

of competitiveness. We thus constantly create an environment of Quality and

Compliance in line with the global best practices.

Quality Assurance is defined as the process of 'providing confidence that

requirements will be met through highest quality’ and there after systematic activities

are put in place to ensure quality requirements for a product or service are fulfilled.

The Corporate Quality Assurance (CQA) cell at Lupin works as a link between

research & manufacturing for quality products for customers. It targets at ensuring

that the Lupin Group follows a standardized common quality system ensuring

consistency, effectiveness and efficiency during the manufacture of APIs and

formulations at all sites.

The CQA focuses on:

Establishing Quality Standards

Developing processes to achieve those standards

Monitoring to ensure Compliance

Upgrading technology standards

Training personnel on quality aspects

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The global quality team is engaged in driving the quality philosophy of the

organization and assuring that the global standards of good manufacturing are

implemented in the best form and spirit at every location during each process.

CQA monitors effectiveness of site Quality organization and Contract Manufacturing

Quality organization through periodic quality reviews, periodic audits, budgetary

reviews and review of compliance to regulatory inspections and customer audits.

Quality reviews focus on review of failures, rejections, market complaints, deviations,

non-compliances, product stability, various Corrective and Preventive actions

planned, productivity, cost of quality etc. CQA also supports the site Quality

organization by providing necessary resources, technical guidance and training. CQA

also continuously endeavors to upgrade skills and competence levels in QC / QA

function by introducing advanced technologies.

Enterprises that exemplify leadership in quality not only deliver quality products and

services, but also effectively set industry benchmarks and redefine standards for those

who share their mission. At Lupin we are constantly endeavoring to achieve

excellence.

Our Quality Policy

The Company shall establish and maintain high standards of quality for its

products manufactured at various sites, including those at contract

manufacturing sites, meeting cGMP and cGLP norms.

Products shall be manufactured and marketed meeting all quality parameters

related to identity, purity, safety and efficacy through well-defined quality

assurance and validated systems.

The Company shall comply with current national and international regulations

as applicable and continuously strive for achieving stringent global standards.

Major thrust shall be given on quality upgradation and product integrity on

continuous basis to achieve higher level of customer satisfaction.

Continuous training shall be given to the employees in the organization to

enhance their skills in performing their assigned work.

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34

OBJECTIVES OF THE STUDY

OBJECTIVES OF THE STUDY

To know the awareness of the customer towards lupin

Pharmaceuticals.

To study the major market leader of these Salt.

To find the factors that dealer keeps in mind while purchasing the

particular brand of these Salt.

To analyze the performance of Lupin products at medical shops of

Chandigarh, panchkula, Manimajra, Gurdaspur and Batala region.

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RESEARCH METHODOLOGY

Research means a search for knowledge or gain some new knowledge and

methodology can properly refer to the theoretical analysis of the methods appropriate

to a field of study or to the body of methods and principles particular to a branch of

knowledge. A Research methodology has a specified framework for collecting the

data in an effective manner. Research methodology means a "defining a problem,

defining the research objectives, developing the research plan, collecting the

information, analyzing the information and presentation of findings." Such framework

is called "Research Design". The research process that was followed by me consisting

following steps;

A) Defining the problem

B) Developing the research plan

C) Collection of information

D) Analyzing the information

E) Presentation of findings

A) Defining the problem and research objectives

The definition of problem includes the study of “Survey to check sale of Glycomet

and Telsartan brands available in the market”.

B)  Developing the Research Plan

The development of research plan has following steps:

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C H A P T E R - I V

1.           Data source

2.           Research approach

3.           Research instrument

4.           Sampling plan

i)                   Sample unit

ii)                 Sample size

iii)               Contact methods

1. Data Source: The researcher can get two types of data:

a)     Primary Data

b)    Secondary Data

a)    Primary Data

Primary data is a data which did not exist earlier and is being collected by the

researcher first time for its specific objectives. In other words, direct collection of data

from the source of information, technology including personal interview, telephonic

interviews with the help of Questionnaire.

b)    Secondary data

Any data which have been collected earlier for some purpose are the secondary data.

Indirect collection of data from sources containing past or recent past information like

brochures, annual publication, books etc. Secondary sources used are:

Text books

Internet sites

Newspaper articles

Brouchers

2. Research Approach

Survey is best suited for descriptive and analytical research. Survey are undertaken to

learn about people's knowledge, beliefs, preferences, satisfaction and so on and to

measure these magnitudes in the general public. Therefore, I have done this survey for

Descriptive and analytical research process.

3. Research instrument

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Quesestionnaire: Questionnaire is a type of statistical survey handed out in paper

form usually to a specific demographic to gather information in order to provider

better service or goods. A document that contains a set of questions that has been

specially formulated as a means of collecting information and surveying opinions, etc

on a specified subject or theme, etc .

A questionnaire was constructed for my survey.

1. Sampling plan

Sample is a group of few items which represents the population or universe from

where it has been taken. The sampling plan calls for three decisions;

a)     Sample unit

b)    Sample size

a) Sample unit – who is to be surveyed?

The target chemist shop must be defined that has to be sampled. It is necessary so as

to develop a sample frame so that everyone in the target population has an equal

chance of being sampled. I have completed my survey in Chandigarh Panchkula

Manimajra, Gudaspur and Batala..

b) Sample size - how many people have to be surveyed?

Generally, large sample size gives more reliable results than small samples. The

sample consisted of 300 medical shops. The selection of the shops was done on the

basis of Simple Random Sampling.

Simple random sampling is the technique in which every item in the universe and

population has an equal chance of being selected in the sample. Researcher has no

role to play or he cannot influence the selection process there is no possibility of

biasness. It can easily assess the accuracy of estimate.

C) Collecting the information

After this, I have collected the information from the respondents with the help of

Questionnaire.

D) Analyze the information

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The next step is to extract the pertinent findings from the collected data. I have

tabulated the collected data and developed frequency distributions. Thus, the whole

data was grouped aspect wise and was presented in tabular form. Thus, frequencies

and percentages were prepared to render impact of study.

E) Presentations of findings

This was the last step of survey.

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LIMITATIONS OF THE STUDY

1. The study is to be limited to Chandigarh, panchkula, manimajra, Gurdaspur

and Batala only because of limited time and financial resources. So results of

the study may not be generalized for India as a whole.

2. The sample size is limited to 300 respondents, so complete knowledge about

subject is not possible.

3. Another factor could be the existence of biasness in the respondents mind.

Many times these biasness have greater bearing on the responses put forward

by respondents.

4. Human weaknesses such as inattentiveness cannot be ignored.

5. Chemists generally considered me as an insurance agent and tried to avoid

discussions with me.

6. Chemists do not provide us the correct information some time.

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DATA ANALYSIS AND ITS

INTERPRETATION

C H A P T E R - V

DATA ANALYSIS AND ITS INTERPRETATION

1. Do you know about Lupin Pharmaceuticals Company?

Response %age of Respondents

Yes 100%

No 0%

Interpretation:

Lupin is one of the leading companies in pharmaceutical industry. From the above

graph it is clear that all the 100% respondents know about Lupin Pharmaceuticals.

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2. Have you ever deal with Glycomet and Telsartan Salt /Product?

Response %age of Respondents

Yes 99%

No 1%

Interpretation:

From the above graph it is clear that 99% respondents deal in both these salts and

remaining 1% respondent do not deal with these Salt.

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3. Acc to you, which companies leading in this salt?

Company No. of Respondents

Lupin 80

Cipla 70

USV 62

Ranbaxy 50

Dr.Reddy 30

FDC 8

Interpretation:

From the above graph it is clear that Lupin is leading company in both these Salts. It

is clear that Lupin is the leading brand in these Salt followed by

Cipla,USV,Ranbaxy,Dr.Reddy and FDC

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4. Which company has highest prices?

Company Highest Price (in Rs.)mg

Lupin 80

Cipla 85

USV 75

Ranbaxy 79

Dr.Reddy 55

FDC 29

Interpretation:

From the study it is clear that Cipla brand has highest price i.e. Rs. 85/- followed by

Lupin whose price is Rs. 80/-. The price of Ranbaxy is Rs. 79 while the price of USV

is Rs. 75/- followed by Dr.Reddy and FDC.

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5. Which company brand has lowest price ?

Company Lowest Price (in Rs.)mg

Lupin 80

Cipla 85

USV 75

Ranbaxy 79

Dr.Reddy 55

FDC 29

Interpretation:

From the study it is clear that FDC Brand has the lowest price i.e. Rs. 29/- per mg.

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6. What is the weekly (prescription) sale of this salt?

Salt Weekly sale(app.)

Glycomet 8

Telsartan 10

Interpretation:

From the above data we find that the weekly sale of Glycomet is app. 8

prescriptions and weekly sale of Telsartan is app. 10 prescription.

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8. Which company has good relation and deals with you. Please

specify?

Interpretation:

From the survey it is clear that Lupin and USV have good dealing with the

respondents and they tried to maintain good relations with doctors also.

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9. By doing which medium you communicate with your company?

Particulars %age of Respondents

E-mail 10%

M.R. 76%

Phone 14%

Post --

Interpretation:

From the above graph it is clear that 76% respondents communicate with the

company through Marketing Representatives, 14% through Phone and remaining 10%

through E-mail. None of the respondents is using post to communicate with the

company.

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10. Do the goodwill of the company affect the sales of this salt?

Response %age of Respondents

Yes 75%

No 25%

Interpretation:

From the above graph it is clear that goodwill of the company affects the sales of

medical shops. 75% respondents favored that the goodwill of the company affect their

sale while 25% respondents said that it doesn’t put much impact on their sales.

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11. What are the performance of Lupin product /salt of your shop?

Particulars %age of Respondents

Very Good 57%

Good 27%

Average 15%

Interpretation:

From the above graph it is clear that Lupin has good name and fame in the market.

57% respondents favored that the performance of Lupin in their shop is very good,

27% says good and remaining 15% says that the performance of Lupin is average in

their shop.

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52

FINDINGS AND SUGGESTIONS

C H A P T E R - V I

FINDINGS OF THE STUDY

Lupin is one of the leading companies in pharmaceutical industry. From the above

study it is clear that all the 100% respondents know about Lupin Pharmaceuticals.

From the above study it is clear that 99% respondents deal in both these salts and

remaining 1% respondent do not deal with these Salts.

From the above study it is clear that all the major companies manufacture both

these Salts.

From the above study it is clear that Lupin is leading company in these Salts.

From the study it is clear that Cipla brand has highest price of these Salt i.e. Rs.

85/- while FDC Brand has the lowest price of these Salt i.e. Rs. 28/.

From the above data we find that weekly sale of Glycomet and Telsartan is app. 8

and 10 packs.

From the above study it is clear that Lupin and USV have good dealing with the

respondents and they tried to maintain good relations with doctors also.

From the above study it is clear that 76% respondents communicate with the

company through Marketing Representatives, 14% through Phone and remaining

10% through E-mail. None of the respondents is using post to communicate with

the company.

From the above study it is clear that Lupin has good name and fame in the market.

57% respondents favored that the performance of Lupin in their shop is very good,

27% says good and remaining 15% says that the performance of Lupin is average

in their shop.

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SUGGESTIONS

There should be proper feed back for the chemists, whenever any scheme is

introduced for the chemists, they should be made aware of it. Medical or Sales

representative should be given guidelines to intimate each and every chemist

of his area about the schemes.

The company should provide gifts, incentives and tours at free of cost to

retailers and dealers to promote the sale of Lupin.

The company should determine the pricing strategy of other company and fix

the price of their product by keeping price of other company in their mind..

To maintain relationship with USV for long time company should provide

credit facility to USV and other product scheme to company.

As 10% respondent communicate through email so company should use

advance technology so that large no of respondent communicate through email

and phone.

As 57% respondent favor the product of Lupin so company should create

awareness about product by advertisement, promotional campaign or any other

method so that more and more people favor Lupin product..

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CONCLUSION

C H A P T E R - V I I

CONCLUSION

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.

Indian companies, in an effort to consolidate their position, will have to increasingly

look at merger and acquisition options of either companies or products. This would

help them to offset loss of new product options, improve their R&D efforts and

improve distribution to penetrate markets.

The success of the company lies in strict quality control, manufacturing facilities,

Cost Competitiveness, Well Developed Industry with Strong Manufacturing Base,

Access to pool of highly trained scientists, both in India and abroad, Strong marketing

and distribution network.

From the study it is clear that Lupin is one of the leading companies in

pharmaceutical industry. It is also revealed from the study that 99% respondents deal

in both salts and Lupin is leading company in both these salts.

Lupin should provide gifts, incentives and tours at free of cost to retailers and dealers

to promote the sale of Lupin. Lupin should do efforts to promote the products and

create awareness through channels such as advertisements. The company should

provide atleast 20% discount and credit period to the wholesaler/retailers promote

products. There are lots of opportunities in Indian market therefore Lupin should

move in new markets and grow the network and distribution channels. The company

has a good name and fame in the market but the company should try to cover more

and more doctors through personal visit, E-mail, posts and hold special presentations

to doctors, so they also recommend the products of Lupin.

Thus we can say that the company is growing well in the market by leaps and bounds

and the day is no far when Lupin will left behind all the major companies of the

world. The company has proper vision and mission for the future and I hope Lupin

will easily achieve its future targets and mission.

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ANNEXURE

QUESTIONNAIRE

Dear Respondent,

I am student of M.B.A.-3rd semester of C.T. Institute of Management & I.T.,

Jalandhar. I am conducting a survey to check sale of Glycomet and Telsartan salt in

the market. Its perception, prices and any scheme offered by company. So I need your

co-operation which will help me to draw conclusive. I assure that your information

will be kept confidential.

1. Do you know about Lupin Pharmaceuticals Company?

Yes o No o

2. Have you ever deal with Glycomet and Telsartan Salts?

Yes o No o

3. Which company made this Salt?

Lupin o Cipla o

USV o Ranbaxy o

Dr.Reddy o FDC o

4. Which companies leading in this salt?

Lupin o Cipla o

USV o Ranbaxy o

Dr.Reddy o FDC o

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5. Which company has highest prices?

Lupin o Cipla o

USV o Ranbaxy o

Dr.Reddy o FDC o

6. Which company brand has lowest price?

Lupin o Cipla o

USV o Ranbaxy o

Dr.Reddy o FDC o

7. What is the weekly (prescription) sale of Glycomet Salt ?

5-10 o 10-15 o

15-20 o 20-25 o

8. What is the weekly(prescription) sale of Telsartan salt ?

5-10 o 10-15 o

15-20 o 20-25 o

9. Which company has good relation and deals with you. Please

specify ?

_______________________________________________________

_______________________________________________________

10. By doing which medium you communicate with your company?

E-mail o M.R. o

Phone o Post o

11. Is the goodwill of the company effect the sales of this salt?

Yes o No o

12. What are the performance of Lupin product /salt of your shop?

Very Good o Good o Average o

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PROFILE OF THE RESPONDENT

Name :__________________________________________

Address : __________________________________________

__________________________________________

Thanks for participating in the survey.

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BIBLIOGRAPHY

BOOKS

Kotler, Philip, “Marketing Management”, Prentice Hall India, 2004

Kothari, C.R., “Research Methodology: Methods & Techniques”,

Wishwa Publication, Delhi, 1990

Malhotra, Naresh Kumar, “Marketing Research” 4th edition, Pearson

Education (Singapore) Pvt Ltd., India branch, Delhi.2004.

Tull, S.D.., and Hawkins, D.I., “Marketing Research”, 6th ed., Prentice

Hall India New Delhi, 2002.

WEBSITES

wwwLupin.com

www.ficci.com/studies/pharma.pdf

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