Dr. Reddy's lab- new product promotion

Summer Training Report

On

“ MARKETING STRATEGIES FOR NEW PRODUCT PROMOTION”

FOR

NEW DELHI

Submitted By:

GAURAV KUMAR PANDEY

PGDBA (2008-2010)

IIIrd Semester

Marketing &H.R

GRADUATE SCHOOL OF BUSINESS & ADMINISTRATION

Sector Alpha-02, Greater Noida – 201306, NCR, INDIAPh: 0120 – 2320521, 23, 24, 25 ; Fax : 0120 – 2320522

G.S.B.A, Greater Noida Page 1

E. mail: netgsba @nda.vsnl.net.in; Website: www.gsbaindia.org


http://www.gsbaindia.org/

ACKNOWLEDGEMENT

I would like to express my deep sense of gratitude to Miss Mona Singh (ASM, Dr. Reddy’s Lab.Div. Ventura, New Delhi) who offered me this opportunity to do Summer Training in such a prestigious company.

I would also like to express my heartfelt thanks to Dr. P.L. Maggu (Executive Director, G.S.B.A. Greater Noida) and T.N. Srivastava (Head of Training & Placement Department) for their continued and inspiring guidance.

Appreciation also goes to Mr. Ram Kishore (Professional Service Representative) who directly or indirectly helped me for the completion of this project.

Finally, I express my deep regards to Prof. Arpita Srivastava (HOD, Marketing Department, GSBA) ,as well as for our mentor Prof. Sandeep Agarwal & all the other respondents of Dr. Reddy’s Lab. who had given their valuable responses for the completion of this project.


PREFACE

This is the project report on “MARKETING STRATEGIES ON NEW PRODUCT PROMOTION”.

The topic of the study was decided by DR. REDDY’S LAB. LTD., DELHI. The study was conducted in the market with the help of Chemists and Doctors through questionnaire.

The study was confined to potential market of Delhi City. All efforts were made to conduct this study, as study was intended to help management in decision making. All the information & finding are presented in a simplified manner.

GAURAV KUMAR PANDEY

ROLL NO- D-08-12


OBJECTIVE

This project is completed by watching Doctors prescriptions and Interacting with chemists. Data collected through this helped me to know the availability and potential of DR.REDDY’S product in the market.

During interaction with the chemists, I got an opportunity to observe that how the new product is promoted And old products are retained and what strategies need to be adopted so that product can show excellent performance in the market.

Since I was focused on Pediatrics Dept., so I took the following factors which may be helpful in increasing the sales of DRL, these are:-

Frequent Doctors Visits. Availability of products with retailers. Cost of product. Relations with Doctors. Samples & Gifts. Advertisement in medical journals.


CONTENT

PROJECT

ACKNOWEDGEMENT

PREFACE

OBJECTIVE OF THE PROJECT.

SNAP SHOTS OF DRL

Z&D AGAINST DIARRHOEA

ANALYSIS OF SUMMER TRAINING.

QUESSTIONNAIRES.

BIBLIOGRAPHY.


DR.REDDY’S LAB. LTD

Dr. Reddy’s Laboratories Ltd. (DRL) Established in 1984, Dr. Reddy’s Laboratories is an emerging global pharmaceutical company.

As a fully integrated pharmaceutical company, our purpose is to provide affordable and innovative medicines through our three core businesses:

Pharmaceutical Services and Active Ingredients, comprising our Active Pharmaceuticals and Custom Pharmaceuticals businesses;

Global Generics, which includes branded and unbranded generics; and Proprietary Products, which includes New Chemical Entities (NCEs), Differentiated Formulations,

and Generic Biopharmaceuticals.

Dr. Reddy's aim is to help people lead healthier lives through two parallel objectives:-

(1). Delivering affordable and accessible medication to all parts of the world;

(2). Discovering, developing and commercializing innovative medicines that satisfy unmet medical needs.


HEAD OFFICE --

Dr.Reddy’s Laboratories.Ltd. 7- 1 - 27 Ameerpet, Hyderabad 500 016.INDIA Tel: +91-40-23731946 Fax: +91-40-23731955 Email: [email protected]

"Everyone has a purpose in life and a unique talent to give to others. And when we blend this unique talent with service to others, we experience the - Dr. Anji Reddy ecstasy and exultation of own spirit, which is the ultimate goal of all goals."


mailto:[email protected]

WHAT DRL SAYS ABOUT ITS PRODUCTS………?

We, at Dr. Reddy's, bank on the strength of our products. Not only are they the logical results of our efforts, they are also our means of achieving our end purpose of ‘helping people lead healthier lives’. Products are the only aspect of our pharmaceutical value chain, which directly touch people’s lives.

Our discovery centric philosophy, along with our internationally ratified facilities, enables us manufacture a range of products that are known for their quality and efficacy.

PRODUCTS OF DR. REDDY’S LAB. Ltd-

Active Pharmaceutical Ingredients (API): Dr. Reddy's Laboratories product list span 24 major chemistries including stereo-selective synthesis, cryogenics, hydrogenations and cyanations. It has filed 84 US DMFs, the highest in India and second highest in the world. Custom Pharmaceutical Services: Dr. Reddy's executes cost-effective and time-bound projects for its customers, and provides them cGMP-compliant products manufactured in FDA-inspected, ISO-certified facilities.

Generic Dosages: Dr. Reddy's Lab is a leading generic drugs manufacturer. It is the fourth largest player in Germany after the acquisition of betapharm. The company has expertise in customer-specific packaging, compliance packaging, anti-counterfeit packaging, and has won several awards globally for its packaging efforts, including the Asia Star, AmeriStar and WordStar awards.

Branded Dosages: Dr. Reddy's brands such as Omez (Omeprazole), Nise (Nimesulide), Stamlo (Amlodipine), Ciprolet (Ciprofloxacin), Enam (Enalapril) and Ketorol (Ketorolac) are leaders in their category in several countries.

Discovery Research: Dr. Reddy's is actively involved in drug-discovery and clinical development programs.


KEY PRODUCTS-

Top-15 active pharmaceutical ingredients

Ciprofloxacin Hydrochloride Ramipril Terbinafine HCI Ibuprofen Sertaline Hydrochloride Ranitidine HCI Form 2 Naproxen Sodium Naproxen Atorvastatin Montelukast Losartan Potassium Sparfloxacin Nizatidine Ranitidine Hydrochloride Form 1 Clopidogrel

Top-10 brands in India

Omez Nise Stalmo Stalmo Beta Enam Atocor Razo Reclimet Clamp Mintop


An integrated development across economic, environmental and social parameters is our firm commitment to stakeholders

At Dr Reddy's, we strive for:

Economically, generating surpluses that can be re-invested for the sustainable benefit of all our stakeholders - shareholders, employees, government, suppliers, customers and lenders.

Socially, creating a positive impact through business and voluntary initiatives for the benefit of the local and international community.

Environmentally, adopting a proactive approach towards protecting our fragile world through clean and green practices and initiatives.


MARKETING IN PHARMACEUTICAL INDUSTRY -

Marketing in Pharmaceutical industry is totally different from other industries like FMCG. Industrial goods etc. because of following reasons :-

The pharmaceutical product does not reach directly as the patients consume only those brands which are being prescribed by the doctor so as we know companies can’t sell directly to patients i.e the end users of the products is away from companies. So there can’t be concept of direct seeking in the pharma market. So it is doctor who is the customer for companies.

Pharma marketing is also different as the product is technical in nature as compared to any consumer product. The product has to undergo various clinical trails, medical test, before it is introduced in the market.

Strategies are followed by pharmaceutical companies:-

Personal Selling Symposium

Sample Gifts

Promotional Literature

Conferences

Direct Mailing


INDIAN PHARMACEUTICAL INDUSTRY -


Z & D

Against

Diarrhoea

PAEDIATRIC ZINC AS TREATMENT FOR DIARRHOEA

Every year approximately 1.7 million children die as a result of diarrhea and dehydration. In the majority of cases, this is preventable through exclusive breastfeeding, improved hygiene and sanitation and access to clean water, yet diarrhea is still one of the leading causes of death among children under five.

In May 2004, WHO/UNICEF issued a joint statement recommending the use of zinc, an essential micronutrient for human growth, development and maintenance of the immune system, and a new formulation oral rehydration solution (ORS), with reduced levels of glucose and salt, as a two-pronged approach to improved case management of acute diarrhea in children.

Dispersible zinc tablets, which dissolve easily in a tablespoon of clean water or breast milk, can be used for zinc supplementation for children aged one to 59 months

CONSEQUENCES OF ZINC DEFICIENCY-

1. Wilson disease.

2 acrodermatitis enteropathica.

3 Impaired cognitive function,

4 Behavioral problems,

5 Impaired memory,

6 Learning disability and neuronal atrophy


DR. REDDY’S LAUNCHES Z&D’- ZINC THERAPY FOR EFFECTIVE MANAGEMENT OF DIARRHOEA:-

Dr Reddy’s has launched “Z&D”- a Zinc Sulphate formulation indicated as Adjuvant therapy along with ORS in the management of Acute and persistent Diarrhea. Available in 10 & 20 mg Dispersible orange flavoured Tablets as well as in 10mg/ml & 20mg/ml Dry Syrup for pediatric use, this product is intended to supplement the ORS (Oral Rehydration Salt) market.

Dr. Reddy’s is pioneer of low osmolarity ORS in India as per WHO /UNICEF guidelines. In diarrhea management Dr Reddy’s has a complete basket of Brands Like Rebalanz, Redotil, Lactiflora and Econorm. Dr Reddy’s launch of this Zinc Formulation will complement its existing product portfolio and will also support a social initiative under its program - “Drive against Diarrhea”.

Z & D has been launched nationwide. The launch of the product will commence with a series of activities across the country in form of CMEs (Continuing Medical Education), Patient Education Programs, Awareness Camps and Social Mobilization Events like ORS Marathons.

STRENGTHS SWOT ANALYSIS OF Z&D-

(1) The time tested and trusted zinc therapy.(2) Z&D is available in dispersible Tablets & Dry Syrup (10mg and 20mg pack).

(3) Each drop of 10mg pack and 20mg pack is having 10mg and 20mg zinc respectively.

(4) Available in delicious orange flavour.

(5) Each drop of Z&D strongly supports WHO & IAP statement.

(6) Ensures high therapeutic efficacy and clinical benefits.

(7) Highly helpful in the treatment of Acute diarrhea.

(8) Competencies in chemistry and process development.

WEAKNESS


(1) Comparatively costlier than the other brands.(2) Not available in a wide range in the market.

(3) Characterized by low margins.

(4)

OPPORTUNITIES

(1) Potential to replace other zinc therapy brands from the market.(2) Can capture a great market in rural areas which are very prone to diarrhea infection simply by

reducing prices and better advertisement.

(3) Can extend its arms in other developing countries like Bangladesh, Turkish etc where Diarrhoea infection is large.

THREATS

(1) Other low priced brand can capture great market share.(2) Within India, Z&D’s largest rivals are—

ZINCONIA

ZINSY

ZEMIN


ANALYSISThe Summer Training completed in two phases -

1st Phase for 15days-

2nd Phase for 15days –

1ST PHASE:-

Objective: - To know the availability of DRL’s product in the specified areas so that on that information management can maintain a smooth flow of products in the same.

Materials & Methods: - The following lists of products were given

PRODUCTS


DOXOBID (Doxophylline 400 mg)Z&D (Zinc Sulphate 10 & 20 mg DT. & dry Syp.)MUCOLITE –SR (Ambroxol 75 mg sustained release Cap)Pecef (DT&Sus) (Cefpodoxime Proxitill 50/100 mg )

Following areas as per the dates given below –

DATE AREA MEDICAL STORES100%

Doxobid

Z&D

Mucolite

Pecef

3/05 /09 Krishna Nagar BATRA MEDICOS √ √ √ √

SARASWATI MEDICOS √ √ √ √

BIMAL MEDICOS √ √ √ √

ARORA CHEMIST √ √ √ √

KAPOOR MEDICOS √ √ √ √

SAHIL MEDICOS √ √

BATRA MEDICINE CORNER √ √ √ √

SHIVA MEDICOS √ √

HARSH MEDICOS √ √ √ √

SAPRA MEDICOS √ √ √ √

VIVEK MEDICOS √ √ √ √

SHIVA MEDICOS √ √ √ √ MEDICINE PALACE √ √

VEEKAY MEDICOS √ √ √

CHEMIST MEDICINE PALACE √ √ √ √

RELIANCE MEDICARE √ √ √ √

SUPER MEDICOS √ √ √ √

CHEMIST PAWHA PHARMACY √ √ √ √

DEEKAY MEDICOS √ √ √ STAR MEDICOS √ √ √ √

IRWIN MEDICOS √ √ √ √

FRIENDS MEDICOS √ √ √ √

SHIV SHYAM MEDICOS √ √

HARSH MEDICOS √ √ √ √

BHHASIN MEDICAL STORE √ √ √ √SAHIL MEDICOS √ √ √ √

SHIV MEDICOS √ √ √ TRIVENI MEDIWAYS v √ v KAPOOR MEDICOS √ √ √ BATRA MEDICOS √ √ √ √ SHIVA MEDICOS √ √ √ SARASWATI MEDICAL √ VIMAL MEDICOS √ √ √ √ SAPRA MEDICAL STORE √ √ √ SINGH MEDICOS √ √ √


PRODUCT AVAILABILITY

BHAI MEDICOS √ √ √ √ KUSHYAP MEDICAL STORE √ √ POOJA MEDICOS √ √ √ √ PARIKH MEDICOS √ √ √ HANS MEDIWAYS √ √ √ SRIRAM MEDICOS √ √ MEDICOS CHEMIST √ √ √ √

GUPTA MEDICAL STORE √ √ 9/06/09 Shahadara SACHIN MEDICOS √ √ √ √

POOJA MEDICOS √ √ √ √ARORA MEDICOS √ √ √ √UPKAR MEDICOS √ √ √

Raj medicos √ √ √ √

Sharma medicos √ √ √Jagdamba medicos √ √ √ √Karshini medical store √ √ √Kartik medicos √ √ √ √Bhardwaj medical store √ √ √Shri balaji medicos √ √ √ √Sapna medical store √ √ √Blason medicos √ √ √ √Raj medical store

√ √ √Kumar medical store

√ √ √ √Surya medical store

√ √ √Jai ambey medicos

√ √ √ √Suneja medical store

√ √ √Tarun medical store

√ √ √ √Neraj medical store

√ √ √Sachin medical store

√ √ √Happy medical store

√ √ √ √Mahi medical store

√ √ √Gaurav medical store √ √ √Suresh medical store

√ √ √ √Sapna medical store

√ √ √R.M medical store

√ √ √ √Pee kay medical store

√ √ √ √Kapoor medical store √ √ √


Keshav gupta√ √ √

Plus point pharma √ √ √ √Goyal medicos

√ √ √Dass medical store

√ √ √Ishan medical store

√ √ √ √Shri ram medical store

√ √ √



Total no. of Chemists covered in six days- 110

Results: - I observed the following things during my market survey: -

(1) From the List- Two

No. of chemists were having –

Pecef (DT&Sus) (Cefpodoxime Proxitill 50/100 mg) -63DOXOBID (Doxophylline 400 mg) -62

Z&D (Zinc Sulphate 10 & 20 mg DT. & dry Syp.) - 69


VIDYA MEDICOS √ √ √ √

JINDAL PHARMA √ √ √ √SAI MEDICAL STORE √ √BHATT MEDICAL STORE √ √ √ √PRASAD MEDICOS √ √ √ √DEEPAK MEDICOS √ √ √ √AJAY CHEMIST √ √ √ √BAHAL MEDICOS √ √SHRI KRISHNA √ √ √ √RAMA MEDICOS √ √ √VASISTHA MEDICOS √ √ √ √C R S HEALTH CARE √ √ √ √JENENDRA MEDICOS √ √SUPER MEDICOS √ √ √PUJARI MEDICOS √ √ √MED. CORNER √ √ √ √DRUG POINT √ √ √ √NAVEEN MEDICOS √ √ √ √FAMILY MED. STORE √ √ √RAJ MEDICOS √ √ √ √BHATT MEDICOS √ √ √JAI MEDICAL STORE √ √ √ √JINDAL MEDICOS √ √ √BHAGWATI MEDICOS √ √ √ √PREM JI MEDICAL STORE √ √ √ √VANDARI DISPENSARI √ √ √ √SURYA MEDICAL √ √ √ √SIMRAN MEDICOS √ √ √ √

MUCOLITE –SR (Ambroxol 75 mg SR Cap) - 54

(2) Z&D competitors

COMPETITORS OF Z&D-

BRAND NAME MANUFACTURERS ZINCONIA ZUVENTUSZINCOVIT APEX LAB.LTD.ZINSY PHARMED MEDICARE PVT.LTDRICONIA RANBAXY


2nd PHASE

This phase covered in a hospital –

(A) CHACHA NEHRU BAL CHIKITSALAYA,GEETA COLONY -- CNBC, DELHI

SWAMI DAYANAND HOSPITAL, SHAHADRA, DELHI—S.D.N.HOSPITAL-

Objective: - To collect the data regarding prescriptions for Diarrhoea with a main focus on Z&D and its competitors.

Materials & Method: - In S.D.N.Hospital 90% cases were coming of Acute Diarrhoea (A.D)

I was in regular touch with the paediatrics doctors recommending. Zinc Therapy in the form of Syp. Zinconia and other brands.

After telling Z&D and its features to them, I found drastic change in prescriptions.Most of doctors was prescribing Z&D.

Ragarding data collection, were given information sheets from DRL’S side. I collected data from 8 doctors-

DR. M.L. JAIPAL (HEAD OF PAEDIARTRICS, S.D.N.) DR. S.B. SINGH

DR.S.S. BISHT

DR. JASWANT SINGH

DR. ANIL KUMAR SAINI


SHEET OF THE COLLECTED DATA-

NAME OF THE DOCTOR- DR. JASWANT SINGH HOSPITAL-SDH

S.NO. PATIENT NAME A.D/P.D ORSZINC THERPY ANTIBIOTIC ANY OTHER MEDICATION

1 Rohit A.D ORS ------ Norfazole Syp Vomitend

2 Ramesh A.D ORS -------Syp Clavimax,Mentnal TZ Syp PCM

3 vinita A.D ORS ZINCONIA Norfazole Syp PCM,Tab. Cafrixime4 Nidhi A.D ORS Z&D ----- Syp PCM5 Komal A.D ORS --------- --------- Cyclopam6 Mohan A.D ORS Z&D ---------- -----------7 Tena A.D ORS -------- Norfazole Zomatril8 Salman A.D ORS Ofloxmn -----------9 Kusum A.D ORS Z&D Syp Mentnal TZ Zomatril10 Amit A.D ORS Z&D ----------- Syp PCM11 Sunil A.D ORS Z&D Syp Mentnal TZ Zomatril12 Sumitl A.D ORS Syp Mentnal TZ Cyclopam13 Sameer A.D ORS Z&D Syp Mentnal TZ Syp PCM,Cetrizine14 Varun A.D ORS Z&D Norfazole Syp PCM15 Lalita A.D ORS ZINCONIA Norfazole,Clavimax Syp PCM,Tixylix16 Akshat A.D ORS ZINCONIA Syp. Norfazole Syp PCM

17 Fazal A.D ORS ---------Syp Clavimax,Mentnal TZ Syp PCM,Syp Bronchrax

20 Mohd. Asif A.D ZINCONIA Cap. Penclax Syp PCM,Syp Bronchrax21 Ashu A.D ORS Z&D -------- Phenairgen22 Urmi A.D ORS -------- ---------23 Twinkle P.D ORS Z&D -------- Nutralin B24 Muskan A.D ORS Z&D Mentnal TZ Inj. Perinom,Phenairgen,25 Nishika A.D ORS Syp. Norfazole Syp. PCM, Tab. Cafrixime

26 Sahil khan A.D ORS Z&D ----------Syp. Perinom, Racigyl sachet(mg)

27 Charu A.D ORS ZINCONIA Syp. NorfazoleK.V.O., Inj. Ampi.250 mg,Inj. Perinom

28 Farookh A.D ORS Z&D Mentnal TZ Syp. PCM29 Rohit A.D ORS Z&D Mentnal TZ Zomatril30 Sadaam A.D ORS Z&D Syp.Mentnal TZ Inj. Perinom


Total No. of prescription seen- 380

Total No. of prescriptions for Z&D (before doctor visits) - 155

Total No. of prescriptions for Z&D (after doctor visits) – 219

Total No. of prescription for other zinc therapies (before doctor visits) – 220

Total No. of prescription for other zinc therapies (after doctor visits) - 160


MARKET SHARE IN SDN HOSPITAL

Z&D25%

ZINSY42%

ZEMIN38%

Z&D ZINSY ZEMIN

in

Results: -

Most of the doctors preferred Z&D as Zinc Therapy against diarrhea. Chacha Nehru Bal Chikitsalaya,Delhi

INFLUENCE OF VARIOUS FACTORS PRESCRIBING Z&D-

1:- Dosage form.

2:- Advertisement.

3:-Frequency of doctor visits by Medical representitative.

4:- Samples & gifts.

5:- Quality of products.

6:- Aviability of products.


QUESTIONNAIRE FOR CHEMISTS

Q. Please mark on those medicines of Dr. Reddy’s which are available in your store— Here is the product list---

Q. What are the brands you most frequently sell of (products) ?

BRAND NAME PACK NO. OF UNITS

Q. How much stock do you have from the latest introduction of DR.REDDY’S LAB.LTD?

Latest Introduction of Dr.Reddy’s are:-

PRODUCTS NO. OF UNITS

DOXOBID (Doxophylline 400 mg) MUCOLITE –SR (Ambroxol 75 mg sustained release Cap)

Pecef (DT&Sus) (Cefpodoxime Proxitill 50/100 mg )

Q. Doctors preferring the DRL brand are-

NAME OF THE DOCTOR HOSPITAL

Q. Doctors preferring the other brands of eg Doxobid against respirstory disease are-

BRAND NAME NAME OF THE DOCTOR HOSPITAL


Q. Any complaints from the patients?A. ------------------------------------------------------------------

SUGGESTIONS & RECOMMENDATIONS TO BOOST UP SALES OF DRL-

Following things may be helpful in increasing the sales of a company, these are:-

Frequent Doctors Visits. Availability of products with retailers. Reputation of company. Cost of product. Relations with Doctors. Samples & Gifts. Dosage. Advertisement in medical journals. Quality assurance. Maintaning better relations with the doctors.

DRL is taking very most care to satisfy the above factor however but a little extra care & also monitors the feedback provided by its marketing executives then the results will boost up.

In my view following key factors should also be kept in mind.

Before launching a new product company should provide information to the chemists by arranging get together & Seminars.

Company should keep in mind about cost factor Quality of the products should be maintained. Company should give more profit to the chemists The company should work more on replacement schemes.

replacement of expired medicines.


BIBLIOGRAPHY

(A) NEWS PAPERS:-

ECONOMIC TIMES TIMES OF INDIA BUSINESS TODAY

(B) MAGZINES:-

BUSINESS INDIA BUSINESS WORLD INDIA TODAY

(C) BOOKS:-

MARKETING MANGEMENT - PHILIP KOTLER GSBA LIBRARY.


Dr. Reddy's lab- new product promotion

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