A PROJECT REPORT ON SALES POTENTIAL OF PAIN MANAGEMENT & DESENSITIZER TOOTHPASTE FOR DR.REDDY'S LABORATORIES LIMITED SUBMITTED TO LOVELY PROFESSIONAL UNIVERSITY IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF DEGREE OF MASTER OF BUSINESS ADMINISTRATION SUBMITTED BY SHALLINI SHARMA 2020070004 Project: “To check Sales Potential of Pain management & Desensitizer toothpaste”- Dr.Reddy's Laboratories Limited. 1
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A PROJECT REPORT
ON
SALES POTENTIAL OF PAIN MANAGEMENT &
DESENSITIZER TOOTHPASTE
FOR
DR.REDDY'S LABORATORIES LIMITED
SUBMITTED TO LOVELY PROFESSIONAL UNIVERSITY
IN PARTIAL FULFILLMENT OF THEREQUIREMENTS FOR THE AWARD OF DEGREE OF
MASTER OF BUSINESS ADMINISTRATION
SUBMITTED BY
SHALLINI SHARMA
2020070004
DEPARTMENT OF MANAGEMENT LOVELY PROFESSIONAL UNIVERSITY
To The Placement CoordinatorLovely School Of Business Punjab-144402
Dear Sir/Mam,Please refer No:A0103/LPU/TC/ST/08 regarding Ms.Shallini Sharma joining as summer training to Dr.Reddy’s.We are please to inform you that she has been short listed for the same. She will be doing this project in Ludhiana & Jalandhar.This is for your information .
Financier – partly patient, partly government or third party (varies by country), managed
health care organization (hospitals, Health Maintenance Organizations etc.)
B. DIRECT MARKETING TO PATIENTS
Since the late 1970s, direct-to-patient marketing of prescription drugs has become important. Many
patients will inquire about, or even demand to receive, a medication they have seen advertised on
television. In the United States, recent years have seen an increase in mass media advertisements for
pharmaceuticals. Expenditures on direct-to-consumer (DTC pharmaceutical advertising) have more
than quintupled in the last seven years since the FDA changed the guidelines, from $700 million in
1997 to more than $4 billion in 2004. Heavy direct-to-consumer (DTC) advertising strongly correlates with increased sales for the promoted drugs but, in terms of both money and health, may not be in the best interest of patients.
Key facts
Marketing to Health Care Providers & Prescribing Patterns:
A 2008 physician survey by KRC Research found that the vast majority of physicians say their
clinical knowledge (92%) and a patient’s unique situation (88%) greatly influence their
prescribing decisions. 35% point to patients’ coverage and formulary as an important factor in
prescribing, while just 11% say that pharmaceutical company representatives greatly influence
them. Surveys by Boston Consulting Group and Tufts Center for the Study of Drug
Development echo these findings.
1/3 of physicians report that they do not always discuss treatment options that are not covered
by an insurer.
Approximately 67% of all prescriptions used in the United States are generic. This is a sharp
increase in recent years—49% of prescriptions in 2000 were for generics—and one of the
The Indian pharmaceutical industry is a success story providing employment for millions and ensuring that essential drugs at affordable prices are available to the vast population of this sub-continent.”
Richard Gerster
Sector Outlook:
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. Pharmaceutical
industry has given employment to approximately 2.86 million people and has around 20,053 units.
Globally, India is 4th in terms of volume (8% of world's production), 13th in terms of value, and 17th
in terms of pharmaceutical export value.
The Indian pharmaceutical industry, which is now meeting over 95% of the country's pharmaceutical
needs, was almost non-existent before 1970. With the compound annual growth of 19.8% the industry
has grown from Rs.4 billion in 1970 to Rs.290 billion in 2003. The Pharma sector has shown
tremendous growth over the years. About 250 Indian pharmaceutical companies hold 70% of the
market share with top players controlling about 7% of the market share.
On 1st January 2005, the Government of India issued patent ordinance according to which the Indian
Pharma companies can no longer produce patented drugs. 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 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.
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 bn (21%) and formulations, the remaining Rs 210 bn (79%). In financial year 2001, imports were Rs 20 bn while exports were Rs87 bn.
The Indian pharmaceutical industry is the second-fastest growing industry sector in the country. It has shown a revenue growth of 27.32 per cent (as per the latest data available) to touch Rs 25,196.48 crore (Rs 251.96 billion) in 2006-07. The industry also saw Indian drug companies buying out many small firms the world over as they expand their reach, markets and muscle.
So when, Japanese drug firm Daiichi Sankyo on June 11 announced the acquisition of a majority stake of more than 50 per cent in domestic major Ranbaxy for over Rs 15,000 crore (Rs 150 billion), marking the largest ever deal in Indian pharma industry, it stunned the industry.
Ranbaxy is India's largest pharmaceutical company with a 2007 turnover of Rs 4,198.96 crore (Rs 41.989 billion) by sales. The deal will create the 15th biggest drugmaker globally.
Daiichi would also make an open offer for an additional 20 per cent stake in Ranbaxy at a price of Rs 737 per share. This deal values Ranbaxy at about $8.5 billion. Malvinder Singh will continue as CEO and MD of the Ranbaxy, post deal too.
Becomes the first Asia Pacific pharmaceutical company, outside Japan, to list on the New York Stock Exchange. Listed with the symbol ‘RDY’ on April 11, 2001.
Out-licenses DRF 4158 to Novartis for up to US $55 million upfront payment Launches its first generic product, Ranitidine, in the US market
Becomes the first Indian pharmaceutical company to obtain an 180-day exclusive marketing rights for a generic drug in the US market with the launch of Fluoxetine 40 mg capsules on August 3, 2001
Dr. Reddy's Laboratories becomes India's third largest pharmaceutical company with the merger of Cheminor Drugs Limited, a group company
Reddy US Therapeutics, a wholly-owned subsidiary, is established at Atlanta, US to conduct target based drug discovery
Acquisition of American Remedies Limited, a pharmaceutical company based in India.
Licenses anti-diabetic molecule, DRF 2725 (Ragaglitazar), to Novo Nordisk
Licenses anti-diabetic molecule, DRF 2593 (Balaglitazone), to Novo Nordisk. Becomes the first Indian pharmaceutical company to out-license an original
As we have already mentioned that, we have taken 200 as our sample size. Out of which, 170 respondents from Jallandhar & 30 from Pathankot. Here is the graphical representation of the division of respondents from two cities mentioned above.
Now to interpret the exact market situation of both the cities mentioned above i.e. Jallandhar & Pathankot, we will analyze the questioners filled in both the cities separately one by one.
Note: In case of pain management, only tablet form of analgesics are taken for the sake of data collection.
I. Jallandhar.
QUESTIONARRE
1. Type of the business deal in: -( ) Retail ( ) Wholesale( ) Both
Objective of the question: The objective of this question was to know the type of business in
which the respondent deals, because according to the demand of the survey, the respondent
must be dealing either with retail pharmacy or retail + wholesale both only. Their responses
are shown in the following graph along with the table.
retailer, 120
wholesaler+retailer, 50
retailer
wholesaler+retailer
Figure 1.4 Business wise distributions of respondents
Interpretation: - As per shown in the Pie diagram, Out of 170 respondents from Jallandhar, the maximum respondents were retailers only i.e. 120 & rest of 50 were dealing with retail + wholesale business both. .
2. Type of the medicine deal in: - {please tick mark appropriate option/options}
Objective: - To know the type of medicines in which the respondent deals. It was some sort of screening question in which we tried to screen out those respondents who were dealing with the business of homeopathic medicines also.
Figure 1.5 Therapy wise distributions of respondents
Interpretation: - All the 170 respondents deal with the all the three types of medicine that is Allopathic, Ayurvedic and Dental products .No one deal with the homeopathic medicines.
3. Market ranking of most frequently sold pain killer salts: -
Diclofenac Sodium
Nimesulide Ibuprofen Tramadol Indomethacin
Objective: - This question was asked with the objective to know which pain killer salt is most frequently sold in the market.
Diclofenac Sodium, 26.00%
Nimesulide, 28.20%
Ibuprofen, 18.27%
Tramadol, 15.91%
Indomethacin, 11.56%
Diclofenac Sodium
Nimesulide
Ibuprofen
Tramadol
Indomethacin
Figure 1.6 Market share of various pain killer salts in the market
Interpretation: - According to the survey done in the market of Jallandhar, it was found that Nimesulide is leading in the market with highest market share of 28.2%, followed by Diclofenac Sodium with a market share of 26.0%, then comes Ibuprofen with 18.27%, then Tramadol with 15.91% and in last comes Indomethacin with least market share i.e. 11.56%
4. Acc. to you, which company is the largest seller of analgesics in the market: -
Objective: - This question was asked with the objective to know which company leads in the market in terms of sales of analgesics and which brand of that particular company(s) is being sold most frequently.
Aventis, 23.61%
Wings Pharma, 25.14%
Boots Pharma, 15.40%
Cipla, 17.48%
Panacea Biotech, 18.38%
Aventis
Wings Pharma
Boots Pharma
Cipla
Panacea Biotech
Figure 1.7 Market leaders for analgesics
Interpretation: -Above chart shows that in Jallandhar Wings pharma leads the market, with their brand Diclowin Plus, having market sale of 25.14% followed by Aventis with 23.61% whose most frequently sold brand is Combiflame, then comes Panacea Biotech with 18.38%, brand name is Nimulid, then Cipla with 17.48%, brand name Nicep & Ibugesic plus and in last Boots Pharma with least market sale i.e. 15.40% & its most frequently sold band is Brufen.
Objective: The objective of asking this question was to know the approximate average monthly sale of the above mentioned analgesics salts.
Ibuprofen, 188.17
Tramadol, 181.72
Indomethacin, 35.75
Diclofenac Sodium, 343.05
Nimesulide, 323.5
0
50
100
150
200
250
300
350
400
Diclof
enac
Sodium
Nimes
ulide
Ibup
rofe
n
Tram
adol
Indo
met
hacin
Ap
roxx
. qty
so
ld m
on
thly
(in
th
ou
san
d)
Figure 1.8 Quantity sale graph for analgesics
Interpretation: - As it is clear from the graph that if we talk about the approximate monthly sale of these particular salts, Diclofenac Sodium has maximum sale in the market of Jallandhar i.e. 343 X 1000 tablets per month (of all brands available in the market), followed by Nimesulide with 323.5 X 1000 tablets per month, then comes Ibuprofen with 188.17 X 1000 tablets, then Tramadol with 181.72 X1000 tablets per month & last comes Indomethacin with 35.75X 1000 tablets per month.
6. Market ranking of most frequently sold salts used in desensitizer toothpaste : _
Objective: This question was asked with the objective to know which salt (used in desensitizer toothpaste) is most frequently sold in the market.
Strontium chloride , 33.30%
Potassium Nitrate, 66.70%
Potassium Nitrate
Strontium chloride
Figure 1.9 Market Share of Various salts used in Desensitizer Toothpaste
Interpretation: - According to the survey done in the market of Jallandhar, it was found that Potassium Nitrate is leading in the market with highest market share of 66.70%, followed by Strontium Chloride with a market share of 33.30%. During in the survey it was found, that these two salts have some sort of monopoly in the market, i.e. there is no sale of any another salt mentioned in the question, in the market.
7. Which company, is the largest seller of desensitizer toothpaste in the market :-
Objective: - This question was asked with the objective to know which company leads the market in terms of sales of desensitizer toothpaste and which brand of that company(s) is being sold most frequently.
Name of the Company Ranking Name of the Brand most frequently sold
Indoco Healthcare
Leaders Healthcare
ICPA Health Products
Other (please specify)
Dr.Reddy's Labs, 27.27%
ICPA Health products, 18.18%
Indoco Healthcare ,
54.50%
Indoco Healthcare
ICPA Health products
Dr.Reddy's Labs
Figure 2.0 Market leaders for Desensitizer Toothpaste in the market
Interpretation: - Above chart shows that Indoco health care (Warren) leads the market with their brand Sensodent-K Having a market share of 54.50%, followed by Dr.Reddy’s Labs with 18.18% share & brand name Stolin & Sanquil. And then comes ICPA Health products with 27.27% market share, brand name Thermoseal.
8. Quantity sale chart: - (Approximate monthly sale, in terms of units sold)
Sodium Fluoride
Strontium chloride
Potassium Nitrate
Novamin Xylitol Other(if any)
Objective: The objective of asking this question was to know the approximate average monthly sale of the above mentioned salts used in desensitizer toothpaste.
Figure 2.1 Quantity sale graph for salts used in Desensitizer Toothpaste
Interpretation: - As it is clear from the graph that if we talk about the approximate monthly sale of these particular salts, Potassium Nitrate has maximum sale in the market of Jallandhar i.e. 51 X 100 tubes per month (of all brands available in the market), followed by Strontium Chloride with 25.5 X 100 tubes per month.
9. Mode of selling: -
Name of the product
As per the choice of consumer
Medical Shoppe recommendation
Prescribed by doctor
No comment
AnalgesicToothpaste
:Objective: - The objective of this question was to find out the maximum possibility by which the maximum sale of analgesic & Desensitizer toothpaste is done by the chemists.
Figure 2.2 Mode of Selling for analgesics & Desensitizer Toothpaste in the market
Interpretation: - The graph made above shows that in view of total 170 respondents, Analgesic mostly sold by chemist recommendation (75) and least by Doctor’s prescription. On the other hand Desensitizer toothpaste is mostly sold by Doctor’s prescription (124) and least by consumer’s choice i.e. as an OTC (14).
10. How much do you agree with the following facts: -
Objective: - The motive of asking this question was to take the views of the respondents that how much they agree or disagree with the above the statements mentioned below.
Quality/Effectiveness of products mentioned below has a direct impact on the sale
Figure 2.3 (a) Respondents views for Quality of products
Interpretation: - Out of 170 respondents from Jallandhar, for analgesics,124 were in either disagreed or strongly disagreed with the fact that, quality of medicines has an impact on sale of the medicines. Whereas 37 were either agreed or strongly agreed with this fact. Rests 9 of them were indifferent. On the other hand for desesensitizer toothpaste20 were in either disagreed or strongly disagreed with the fact that, quality of medicines has an impact on sale of the medicines. Whereas 122 were either agreed or strongly agreed with this fact.
Increase in Price may decrease the sale of these products-
Interpretation: - Out of 170 respondents from Jallandhar, for analgesics, 129 were in either disagreed or strongly disagreed with the fact that, price fluctuation has any impact on sale of the medicines. Whereas 37 were either agreed or strongly agreed with this fact. Rests 4 of them were indifferentOn the other hand for desesensitizer toothpaste76 were either disagreed or strongly disagreed with the fact that, quality of medicines has an impact on sale of the medicines. Whereas 94 were either agreed or strongly agreed with this fact.
If not available in the market, Customer can wait for the following products –
Figure 2.3 (c) For Availability of product in the market
Interpretation: - Out of 170 respondents from Jallandhar, for analgesics, 95 were in either disagreed or strongly disagreed with the fact that, availability of medicines in the market has an impact on sale of the medicines i.e. customer can wait for a particular medicine for some time, if it is not available in the market at that time Whereas 48 were either agreed or strongly agreed with this fact. Rests 27 of them were indifferent. On the other hand for desesensitizer toothpaste 53 were in either disagreed or strongly disagreed with the fact that, availability of medicines in the market has an impact on sale of the medicines. Whereas 113 were either agreed or strongly agreed with this fact. Rests 4 of them were indifferent.
Wide publicity has an impact on the sale of the products mentioned below-
Interpretation: - Out of 170 respondents from Jallandhar, for analgesics,61 were in either disagreed or strongly disagreed with the fact that, Wide publicity has an impact on sale of the medicines. Whereas 104 were either agreed or strongly agreed with this fact. Rests 5 of them were indifferent. On the other hand for desesensitizer toothpaste 105 were in either disagreed or strongly disagreed with the fact that, quality of medicines has an impact on sale of the medicines. Whereas 60 were either agreed or strongly agreed with this fact. Rests 5 of them were indifferent.
Recommendation by medical officers has an impact on the sale of products
Figure 2.3 (e) For Recommendations by Medical officers
Interpretation: - Out of 170 respondents from Jallandhar, for analgesics, 53 were in either disagreed or strongly disagreed with the fact that, Recommendation by medical officers has an impact on sale of the medicines. Whereas 117 were either agreed or strongly agreed with this fact. On the other hand for desesensitizer toothpaste 10 were in either disagreed or strongly disagreed with the fact that, Recommendation by medical officers has an impact on sale of the medicines. Whereas 155 were either agreed or strongly agreed with this fact. Rests 5 of them were indifferent.
1. Type of the business deal in: -( ) Retail ( ) Wholesale( ) Both
Objective of the question: The objective of this question was to know the type of business in
which the respondent deals, because according to the demand of the survey, the respondent
must be dealing either with retail pharmacy or retail + wholesale both only. Their responses
are shown in the following graph along with the table.
retailer, 22
wholesaler+retailer, 8
retailer
wholesaler+retailer
Figure 2.4 Business wise distributions of respondents
Interpretation: - As per shown in the Pie diagram, Out of 30 respondents from Pathankot , the maximum respondents were retailers only i.e. 22 & rest of 8 were dealing with retail + wholesale business both. .
2. Type of the medicine deal in: - {please tick mark appropriate option/options}
Objective: - To know the type of medicines in which the respondent deals. It was some sort of screening question in which we tried to screen out those respondents who were dealing with the business of homeopathic medicines also.
Allopathic, 30
Ayurvedic, 30
Homopathic, 0
Dental products, 30 Allopathic
Ayurvedic
Homopathic
Dental products
Figure 2.5 Therapy wise distributions of respondents
Interpretation: - All the 30 respondents deal with the all the three types of medicine that is Allopathic, Ayurvedic and Dental products .No one deal with the homeopathic medicines.
3. Market ranking of most frequently sold pain killer salts: -
Diclofenac Sodium
Nimesulide Ibuprofen Tramadol Indomethacin
Objective: - This question was asked with the objective to know which pain killer salt is most frequently sold in the market.
Tramadol, 13.00%
Nimesulide, 33.50%
Diclofenac Sodium, 27.00%
Ibuprofen, 16.56%
Indomethacin, 9.84%
Diclofenac Sodium
Nimesulide
Ibuprofen
Tramadol
Indomethacin
Figure 2.6 Market share of various pain killer salts in the market
Interpretation: - According to the survey done in the market of Pathankot, it was found that Nimesulide is leading in the market with highest market share of 33.50%, followed by
Diclofenac Sodium with a market share of 27.0%, then comes Ibuprofen with 16.56%, then Tramadol with 13.00% and in last comes Indomethacin with least market share i.e. 9.84%
4. Acc. to you, which company is the largest seller of analgesics in the market: -
Objective: - This question was asked with the objective to know which company leads in the market in terms of sales of analgesics and which brand of that particular company(s) is being sold most frequently.
Aventis, 24.59%
Wings Pharma, 16.70%
Boots Pharma, 14.32% Cipla, 14.80%
Panacea Biotech, 29.51%
Aventis
Wings Pharma
Boots Pharma
Cipla
Panacea Biotech
Figure 2.7 Market leaders for analgesics
Interpretation: -Above chart shows that in Pathankot Panacea Biotech leads the market, with their brand Nimulid, having market sale of 29.51% followed by Aventis with 24.591% whose most frequently sold brand is Combiflame, then comes Wings pharma with 16.76%, brand name is Diclowin Plus, then Cipla with 14.8%, brand name Nicep & Ibugesic plus and in last Boots Pharma with least market sale i.e. 14.32% & its most frequently sold band is Brufen.
5. Quantity sale chart: - (Approximate monthly sale, in terms of units sold)
Objective: The objective of asking this question was to know the approximate average monthly sale of the above mentioned analgesics salts.
Ibuprofen, 27.4
Tramadol, 25.3
Indomethacin, 5.9
Diclofenac Sodium, 74.7
Nimesulide, 70.8
0
10
20
30
40
50
60
70
80
Ap
roxx. q
ty s
old
mo
nth
ly (
in t
ho
usan
d)
Figure 2.8 Quantity sale graph for analgesics
Interpretation: - As it is clear from the graph that if we talk about the approximate monthly sale of these particular salts, Diclofenac Sodium has maximum sale in the market of Pathankot i.e. 74.7 X 1000 tablets per month (of all brands available in the market), followed by Nimesulide with 70.8 X 1000 tablets per month, then comes Ibuprofen with 27.4 X 1000 tablets, then Tramadol with 25.3 X1000 tablets per month & last comes Indomethacin with 5.9 X 1000 tablets per month.
6. Market ranking of most frequently sold salts used in desensitizer toothpaste : _
Objective: This question was asked with the objective to know which salt (used in desensitizer toothpaste) is most frequently sold in the market.
Strontium chloride , 33.30%
Potassium Nitrate, 66.70%
Potassium Nitrate
Strontium chloride
Figure 2.9 Market Share of Various salts used in Desensitizer Toothpaste
Interpretation: - According to the survey done in the market of Pathankot , it was found that Potassium Nitrate is leading in the market with highest market share of 66.70%, followed by Strontium Chloride with a market share of 33.30%. During in the survey it was found, that these two salts have some sort of monopoly in the market, i.e. there is no sale of any another salt mentioned in the question, in the market.
7. Which company, is the largest seller of desensitizer toothpaste in the market :-
Objective: - This question was asked with the objective to know which company leads the market in terms of sales of desensitizer toothpaste and which brand of that company(s) is being sold most frequently.
Name of the Company Ranking Name of the Brand most frequently sold
Indoco Healthcare
Leaders Healthcare
ICPA Health Products
Other (please specify)
Dr.Reddy's Labs, 54.50% ICPA Health
products, 27.27%
Indoco Healthcare ,
18.18%Indoco Healthcare
ICPA Health products
Dr.Reddy's Labs
Figure 3.0 Market leaders for Desensitizer Toothpaste in the market
Interpretation: - Above chart shows that in Pathankot Dr.Reddy’s Labs leads the market with 54.50% share with their brand Stolin & Sanquil, then comes ICPA Health products with 27.27% market share, brand name Thermoseal.And in last it comes Indoco Healthcare with their brand Sensodent-K having a market share of 18.18%,
8. Quantity sale chart: - (Approximate monthly sale, in terms of units sold)
Sodium Fluoride
Strontium chloride
Potassium Nitrate
Novamin Xylitol Other(if any)
Objective: The objective of asking this question was to know the approximate average monthly sale of the above mentioned salts used in desensitizer toothpaste.
Figure 3.1 Quantity sale graph for salts used in Desensitizer Toothpaste
Interpretation: - As it is clear from the graph that if we talk about the approximate monthly sale of these particular salts, Potassium Nitrate has maximum sale in the market of Pathankot i.e. 12 X 100 tubes per month (of all brands available in the market), followed by Strontium Chloride with 7.5 X 100 tubes per month.
9. Mode of selling: -
Name of the product
As per the choice of consumer
Medical Shoppe recommendation
Prescribed by doctor
No comment
AnalgesicToothpaste
:Objective: - The objective of this question was to find out the maximum possibility by which the maximum sale of analgesic & Desensitizer toothpaste is done by the chemists.
5 5
16
5
9
20
02468
101214161820
No. of respondents
OTC Chemistrecommendation
Prescription
Analgesic
Toothpaste
Figure 3.2 Mode of Selling for analgesics & Desensitizer Toothpaste in the market
Interpretation: - The graph made above shows that in view of total 30respondents, Analgesic mostly sold by chemist recommendation (46) and least as OTC(5). On the other hand
Desensitizer toothpaste are mostly sold by Doctor’s prescription (20) and least by consumer’s choice i.e. as an OTC (5).
10. How much do you agree with the following facts: -
Objective: - The motive of asking this question was to take the views of the respondents that how much they agree or disagree with the above the statements mentioned below.
Quality/Effectiveness of products mentioned below has a direct impact on the sale
Figure 3.3 (a) Respondents views for Quality of products
Interpretation: - Out of 30 respondents from Pathankot , for analgesics, 20 were in either disagreed or strongly disagreed with the fact that, quality of medicines has an impact on sale of the medicines. Whereas 8 were either agreed or strongly agreed with this fact. Rests 2 of them were indifferent. On the other hand for desesensitizer toothpaste 4 were in either disagreed or strongly disagreed with the fact that, quality of medicines has an impact on sale of the medicines. Whereas 20 were either agreed or strongly agreed with this fact. Rests 6 of them were indifferent
Increase in Price may decrease the sale of these products-
Interpretation: - Out of 30 respondents from Pathankot , for analgesics, 21 were in either disagreed or strongly disagreed with the fact that, price fluctuation has any impact on sale of the medicines. Whereas 8 were either agreed or strongly agreed with this fact. Rests 1 of them were indifferentOn the other hand for desesensitizer toothpaste15 were either disagreed or strongly disagreed with the fact that, quality of medicines has an impact on sale of the medicines. Whereas 15 were either agreed or strongly agreed with this fact.
If not available in the market, Customer can wait for the following products –
Figure 3.3 (c) For Availability of product in the market
Interpretation: - Out of 30 respondents from Pathankot, for analgesics, 14 were in either disagreed or strongly disagreed with the fact that, availability of medicines in the market has an impact on sale of the medicines i.e. customer can wait for a particular medicine for some time, if it is not available in the market at that time Whereas 10 were either agreed or strongly agreed with this fact. Rests 11 of them were indifferent. On the other hand for desesensitizer toothpaste 7 were in either disagreed or strongly disagreed with the fact that, availability of medicines in the market has an impact on sale of the medicines. Whereas 22 were either agreed or strongly agreed with this fact. Rests 1 of them were indifferent.
Wide publicity has an impact on the sale of the products mentioned below-
Interpretation: - Out of 30 respondents from Jallandhar, for analgesics, 11 were in either disagreed or strongly disagreed with the fact that, Wide publicity has an impact on sale of the
medicines. Whereas 18 were either agreed or strongly agreed with this fact. Rests 1 of them were indifferent. On the other hand for desesensitizer toothpaste 18 were in either disagreed or strongly disagreed with the fact that, quality of medicines has an impact on sale of the medicines. Whereas 11 were either agreed or strongly agreed with this fact. Rests 1 of them were indifferent.
Recommendation by medical officers has an impact on the sale of products
Figure 3.3 (e) For Recommendations by Medical officers
Interpretation: - Out of 30 respondents from Pathankot , for analgesics, 10 were in either disagreed or strongly disagreed with the fact that, Recommendation by medical officers has an impact on sale of the medicines. Whereas 20 were either agreed or strongly agreed with this fact. On the other hand for desesensitizer toothpaste 2 were in either disagreed or strongly disagreed with the fact that, Recommendation by medical officers has an impact on sale of the medicines. Whereas 27 were either agreed or strongly agreed with this fact.
Findings & Recommendations
Sr. No.
Findings Recommendations
1.After doing the survey in Jallandhar & Pathankot, it was found that after Nimesulide, Diclofenac Sodium holds the second position in the market and giving a
Dr. Reddy’s Labs don’t have any pain killer tablet preparation in market with Diclofenac Sodium as its main ingredient, so they should also launch such preparation to increase their market share in pain management
cut throat competition to Nimesulide. salt in the market, which is doing very well, Aceclofenac. Company should also think over to launch any preparation with Aceclofenac as active ingredient in combination with Paracetamol
2.
Recently for pain management, Wings pharma (Diclowin plus) has emerged in the market like any thing. Talking about pain management, at this time, it is holding maximum share in the market followed by Aventis (Combiflame). The reason behind their grand success in the market is that, they have promoted their medicines as an OTC product.
To penetrate & Compete with other leading companies in the market, the company should also adopt some present new market trends to increase the sale, like:
To promote the preparation as an OTC product, by giving more advertisement on various media channels.
By giving gifts and packages to the retailers at various occasions/festivals as well as to increase their margin for sale of the product, as most of the sale for analgesics is done by chemist’s recommendation.
More frequent visits by the company representatives(Medical Reps) to keep a constant check on the medicine sale.
Any discrepancy/complaints regarding sale/preparation be checked and rectify immediately if any.
Sr. No.
Findings Recommendations
3.The customer is found to be price sensitive as well and may get shifted to another brand available in the market on account of the cost variation.
The cost of the medicines be viewed timely if required.
4.
The customer is psychologically addicted to a particular packing of the graded medicines. And any change in packing may lag to sale of the product. Such as has changed in packing of Thermoseal (Desensitizer toothpaste of ICPA Health products)
Keeping in view, the photogenic memory of the customer, the packing of the product should not be frequently changed.
The position of sale of Desensitizer toothpaste of the company is satisfactory in the market. And stand at level 1/level 2 in the market.
To increase the sale of the product more visits to the hospitals/medical Health care centers should be carried out.
Medical practitioners should be more targeted as most of the sale for Desensitizer toothpaste is done by Doctor’s prescription only.
Conclusion
Every research activity ends with some conclusion and same happens with this report also. By analyzing the collected data the conclusion which is made is that Dr. Reddy’s Labs is doing very well in the field of Desensitizer toothpaste. But talking about the pain management, there are so many brands available in the market and as per present situation, three major competitors of Dr. Reddy’s Labs are, Wings pharma, Aventis & Panacea Biotech. Now to compete with these competitors, there are few findings & Recommendations that are highlighted during the project which needs to be addressed to increase the sale of the products.
1. To find out the sales potential of Desensitizer toothpaste & analgesics of various brands in the market,2. To find out the effect of various factors on the sale of Desensitizer toothpaste &
analgesics in the market.
QUESTIONARRE
Name of the Medical Store: -________________________________________________