Final Report

Project Report on

Market Survey Conducted on New Launched Products of Zydus Cadila

Zydus Cadila Ltd.

(Strategic Marketing Cell)

By

Jay .A. Nirmal

MBA I

Project Manager

Mrs. Babita Goyal

Strategic Marketing Cell

Amrut Mody School of Management

July 2011

Page | 1Strategic Marketing Cell, Zydus Cadila Ltd.

ACKNOWLEDGEMENTS

The objective of summer training is to give a budding management student a good

exposure to both knowledge and corporate life. Internship at Zydus Cadila has been a great

learning experience.

First of all, we would like to be grateful to The Almighty for his eternal blessings. We

wish to express profound gratitude to Mr. Ashish Kaushal, Strategic Marketing Cell, for

giving valuable inputs regarding the scenario of Pharmaceutical market and explaining my

objective for the project.

We are indebted to Mrs. Babita Goyal, Strategic Marketing Cell, for their continous

support and guidance throughout the project.

We would like to thank Ms. Monali Chatterjee, Faculty Mentor for her guidance and

valuable suggestions.

We would also like to thank colleagues and friends who have helped during the project

work.


TABLE OF CONTENTS

1) Executive Summary…………………………………………………………..5

2) Objective, Scope & Limitation……………………………………………….6

3) Industry & Company Orientation…………………………………………….7

a. Industry overview…………………………………………………….7

i. Introduction………………………………………………….,7

ii. Growth Scenario………………………………………………7

iii. Future Prospects………………………………………………7

iv. Characteristics of Indian Pharmaceutical Industry……………8

b. Prominent players in the Industry…………………………………….9

c. Brief Summary of the company………………………………………10

i. Active Pharmaceutical Ingredients plant……………………..10

ii. Formulation plant……………………………………………..11

iii. Global Operations…………………………………………….11

iv. Products………………………………………………………12

v. Basic Research………………………………………………..13

d. Therapeutic uses of the molecule……………………………………..13

e. Porter’s five-force model……………………………………………..15

4) Activities done in SIP…………………………………………………… 16

a. Research Objective…………………………………………………...16

b. Research Methodology……………………………………………….16

c. Data Collection………………………………………………………..17

d. Survey findings and Analysis…………………………………………17

i. Overall selling…………………………………………………17

ii. Analysis of Individual molecule & its respective brand………19

1. Lacosamide……………………………………………19

2. Sodium Valproate……………………………………..23

3. Telmisartan……………………………………………28

4. Metoprolol…………………………………………….36

5. Rosuvastatin…………………………………………..43


iii. Overall availability…………………………………………….49

iv. Overall familiarity……………………………………………..51

v. Factors affecting availability of drugs in medical store……….53

vi. Factors affecting availability of drugs for Zydus Cadila……...53

vii. Feedback from medical store owners………………………....54

5) Suggestions…………………………………………………………………....55

6) Conclusion…………………………………………………………………….56

7) Bibliography…………………………………………………………………...57

8) Appendix……………………………………………………………………....58


EXECUTIVE SUMMARY

This report focuses on finding out the availability of some of the new launched products

of Zydus Cadila. Molecules dealt with in this report are Lacosamide, Sodium Valproate,

Telmisartan, Metoprolol and Rosuvastatin and their respective Zydus Cadila brands are Lacasa,

Epima Chrono, Inditel & Inditel AM, Sustamet & Sustamet AM and Zyrova & Zyrova F.

For this, thorough study of literature work was done to ensure correct research

methodology that comprised of selection of research design, sufficient sample size, data

collection tool, type of sampling and sampling frame and an ideal questionnaire was prepared.

Survey was conducted in Rajkot with intended sample size of 75 medical stores and their

data recorded and analysed. Similarly, survey in Ahmedabad with intended sample size of 100

medical stores was done with their analysis.

Information about selling, availability, familiarity and highest selling brands for each

medical store was collected. Hospital wise data was also analysed for Ahmedabad survey.

Hope this project report provides valuable insights regarding these brands and company

find this data useful for making their strategies.


OBJECTIVE

The objective of the study is to find out the availability of the new launched products of

Zydus Cadila.

Brands to be checked for its availability are:

1) Lacasa (Lacosamide molecule)

2) Epima Chrono (Sodium Valproate molecule)

3) Inditel & Inditel AM (Telmisartan molecule)

4) Sustamet & Sustamet AM (Metoprolol molecule)

5) Zyrova & Zyrova F (Rosuvastatin molecule)

SCOPE

The study would provide a deeper insight about the availability of these molecules and

thus we could make strategies for each of these molecules which will help in increasing

availability and thus enhanced selling for the same.

LIMITATIONS

Data obtained from the market survey as such has no limitations except for the medical

store owners giving information that may have slight deviation from the actual data. Hence the

data obtained for selling and availability may not be pin-pointed. However sufficient measures

were taken to overcome these variations and reduce the errors generated as much as possible.


INDUSTRY AND COMPANY ORIENTATION

Industry Overview

Introduction

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. 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.

Growth Scenario

India's pharmaceutical industry is now the third largest in the world in terms of volume.

Its rank is 14th in terms of value. Between September 2008 and September 2009, the total

turnover of India's pharmaceuticals industry was US$ 21.04 billion. The domestic market was

worth US$ 12.26 billion. This was reported by the Department of Pharmaceuticals, Ministry of

Chemicals and Fertilizers. As per a report by IMS Health India, the Indian pharmaceutical

market reached US$ 10.04 billion in size in July 2010. A highly organized sector, the Indian

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

Future Prospects

The Indian pharmaceuticals market is expected to reach US$ 55 billion in 2020 from US$

12.6 billion in 2009. This was stated in a report title "India Pharma 2020: Propelling access and

acceptance, realising true potential" by McKinsey & Company. In the same report, it was also

mentioned that in an aggressive growth scenario, the pharma market has the further potential to


reach US$ 70 billion by 2020

Due to increase in the population of high income group, there is every likelihood that

they will open a potential US$ 8 billion market for multinational companies selling costly drugs

by 2015. This was estimated in a report by Ernst & Young. The domestic pharma market is

estimated to touch US$ 20 billion by 2015. The healthcare market in India to reach US$ 31.59

billion by 2020. The sale of all types of pharmaceuticals and medicines in the country stands at

US$ 9.61 billion, which is expected to reach around US$ 19.22 billion by 2012. Thus India

would really become a lucrative destination for clinical trials for global giants.

There was another report by RNCOS titled "Booming Pharma sector in India" in which it

was projected that the pharmaceutical formulations industry is expected to prosper in the same

manner as the pharmaceutical industry. The domestic formulations market will grow at an annual

rate of around 17% in 2010-11, owing to increasing middle class population and rapid

urbanisation.

Characteristics of Indian Pharmaceutical Industry

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

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

companies control 70% of the market with market leader holding nearly 7% of the market share.

It is an extremely fragmented market with severe price competition and government price

control.

The pharmaceutical industry in India meets around 70% of the country's demand for bulk

drugs, drug intermediates, pharmaceutical formulations, chemicals, tablets, capsules, orals and

injectibles. There are 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 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.

Prominent players in the industry

Top 10 Pharmaceutical Companies in India:

1. Ranbaxy

2. Dr Reddy's Laboratories

3. Cipla

4. Sun Pharma Industries

5. Lupin Labs

6. Aurobindo Pharma

7. GlaxoSmithKline Pharma (GSK)

8. Cadila Healthcare

9. Aventis Pharma

10. Ipca Laboratories

For the molecules that are to be surveyed, their competitor companies are as follows:

Lacosamide Sodium

Valproate

Telmisartan Metoprolol Rosuvastatin

Torrent

Pharma

Sun pharma Glaxosmithkline Astra Zeneca Ranbaxy

Sun Pharma Abbott pharma Unichem pharma Cipla Sun pharma


Lupin pharma Intas pharma USV

pharmaceuticals

Sun Pharma Lupin pharma

Torrent

pharma

Dr. Reddy’s

laboratories

Intas pharma Astra Zeneca

Ipca

laboratories

Lupin pharma Ajanta pharma Glaxosmithkline

Micro laboratories USV

pharmaceuticals

Ipca laboratories

USV

pharmaceuticals

Brief summary of the company

Zydus Cadila is a global healthcare provider and one of the top five pharma companies in India.

The company was founded by Late Mr. Ramanbhai B. Patel in 1952 and went on to become the

second largest pharma company in the early 1990’s.

The company spearheaded by Mr. Pankaj R. Patel, Chairman and Managing Director has

crossed the billion dollar mark in its turnover in FY11.

The group was declared the 'Emerging Company of the Year' by the Economic Times Awards

for Corporate Excellence 2010.

In 2001 the company acquired another Indian pharmaceutical company called German

Remedies. On June 25, 2007, the company signed an agreement to acquire 100 per cent stake in

Brazils Quimica e Farmaceutica Nikkho do Brasil Ltda (Nikkho) for around 26 million dollars.

Active Pharmaceutical Ingredients plants:

The company makes active pharmaceutical ingredients at three sites in India:

1) Ankleshwar plants

2) Vadodara plant


3) Patalganga plant

Formulation Plants:

The company operates from multiple locations:

Zydus Tower Zydus - BSV(SEZ, Matoda)

Moraiya plant Zydus Technologies Ltd.(SEZ, Matoda)

Ankleshwar plant Nutralite Manufacturing Fascility

(Changodar)

Dabhasa plant Navi Mumbai plant

Vatwa plant Mumbai Business Office

Zyfine plant (Changodar) Goa plants

Zydus Research Centre (Changodar) Baddi plant

Zydus Hospira Oncology Pvt. Ltd. (SEZ,

Matoda)

Sikkim plant

Global operations:

Zydus Cadila has strong global operations to market both formulations and APIs. With

operations in U.S.A., Europe, Latin America, Japan and over 40 emerging markets across the

world, Zydus Cadila is a global healthcare provider. The group also manufactures and markets a

wide range of intermediates and APIs.


Products:

From nine pharmaceutical production operations in India as well as a major R&D

operation Zydus Cadila develops and manufactures a large range of pharmaceuticals as well as

diagnostics, herbal products, skin care products and other OTC products. The company also

makes EverYuth Naturals Walnut Scrub & Ultra Mild Scrub -India 's leading scrub brand ,

EverYuth Naturals Golden Glow Peel-Off-the no. 1 in the peel-off category and a face wash

range .It is also the maker of Sugar Free, India's most popular artificial sweetener and Nutralite,

India's most popular cholesterol-freemargarine.

Intermediates and APIs

• Specialty chemicals, fine chemicals

• Advanced intermediates

• High end bulk actives

• Investigational bulk actives

Formulations

• Oral dosage forms (Tablets, hard and soft gel capsules)

• Injectables (Sterile liquids and lyophilised)

• Inhalers, transdermals, suppositories and vaccines


• Formulation development for ANDA candidates at a dedicated Pharmaceutical Technology

Centre

• Development of specialised dosage forms

Basic research

Diabetes, obesity, cardiovascular diseases

Inflammation, pain

Oncology

Biologics

Biosimilar therapeutic proteins

Biosimilar monoclonal antibodies

Biosimilar and novel biologics

Vaccines

Infectious diseases

Therapeutic Use of the molecules

1) Lacosamide:

Lacosamide is used in combination with other medications to control certain types of

seizures. Lacosamide is in a class of medications called anticonvulsants. It works by

decreasing abnormal electrical activity in the brain.

2) Sodium Valproate:

Valproic acid is used alone or with other medications to treat certain types of seizures.

Valproic acid is also used to treat mania (episodes of frenzied, abnormally excited mood)

in people with bipolar disorder (manic-depressive disorder; a disease that causes episodes

of depression, episodes of mania, and other abnormal moods). It is also used to prevent

migraine headaches, but not to relieve headaches that have already begun. Valproic acid


is in a class of medications called anticonvulsants. It works by increasing the amount of a

certain natural substance in the brain.

3) Telmisartan:

Telmisartan is used alone or in combination with other medications to treat high blood

pressure. Telmisartan is in a class of medications called angiotensin II receptor

antagonists. It works by blocking the action of certain chemicals that tighten the blood

vessels, so blood flows more smoothly.

4) Metoprolol:

Metoprolol is used alone or in combination with other medications to treat high blood

pressure. It also is used to prevent angina (chest pain) and to improve survival after a

heart attack. Extended-release (long-acting) metoprolol also is used in combination with

other medications to treat heart failure. Metoprolol is in a class of medications called beta

blockers. It works by relaxing blood vessels and slowing heart rate to improve blood flow

and decrease blood pressure

5) Rosuvastatin:

Rosuvastatin is used together with lifestyle changes (diet, weight-loss, exercise) to reduce

the amount of cholesterol (a fat-like substance) and other fatty substances in your blood.

Rosuvastatin is in a class of medications called HMG-CoA reductase inhibitors (statins).

It works by slowing the production of cholesterol in the body.

PORTER’S FIVE FORCE MODEL


RESEARCH WORK


Threat of Substitutes

(HIGH)

Bargaining power of Customers

(AVERAGE)

Bargaining power of Suppliers

(LOW)

Threat of new Entrants

(LOW)

Existing players

(HIGH)

-High entry barriers

-High tech industry

-High capital requirement

-High for non-prescription

drugs

-Low for prescribed drugs

-Pharma market is huge

with thousands of

companies producing

similar products

-Many small scale

suppliers available

-Contract manufacturing

with smaller companies

Cut throat

competition

RESEARCH OBJECTIVE

To find out the availability of new launched products of Zydus Cadila.

RESEARCH METHODOLOGY

1) Type of Research Design:

Descriptive research

This is because we will be reporting what has happened or what is happening with their

underlying causes. There is no control over the variables which in our case is the schemes

offered by competitor brands or their pricing.

2) Sample design:

Stratified Random Sampling (Probability Sampling)

Here the medical stores are first stratified according to the area and then they are randomly

selected from it.

3) Sampling Frame:

Medical Stores in Ahmedabad and Rajkot

4) Sample Size:

175 (100 from Ahmedabad & 75 from Rajkot)

DATA COLLECTION


Primary data is to be collected through Schedule.

Secondary data is collected through interaction with private individual and reviewing

published data.

SURVEY FINDINGS & ANALYSIS

From the survey conducted in Ahmedabad and Rajkot, following data was obtained.

Overall Selling

For each of the brands under survey, data of selling obtained for each of them are as under:

For Ahmedabad:

As seen from the table, Inditel and its combination brand have the highest selling among these

brands, followed by Sustamet and its combination, Zyrova and its combination brand and finally,

Epima Chrono and Lacasa with no selling at all.

Brands Selling (in tablets)

Lacasa 0

Epima Chrono 55

Inditel 2900

Inditel AM 2340

Sustamet 1335

Sustamet AM 845

Zyrova 490

Zyrova F 25


Lacasa Epima Chrono

Inditel Inditel AM

Sustamet Sustamet AM

Zyrova Zyrova F0

500

1000

1500

2000

2500

3000

3500

Selling (in tablets)


For Rajkot:

As seen from the table, Inditel and its combination brand have the highest selling among these

brands, followed by Epima Chrono, Sustamet and its combination, Zyrova and its combination

brand and finally Lacasa with no records found of its selling data.

Brands Selling (in tablets)

Lacasa Not found

Epima Chrono 1050

Inditel 3075

Inditel AM 1790

Sustamet 810

Sustamet AM 30

Zyrova 380

Zyrova F 120


Lacasa Epima Chrono

Inditel Inditel AM


Zyrova Zyrova F0

500

1000

1500

2000

2500

3000

3500



Analysis of Individual molecule & its respective brand

For Lacosamide: (AHMEDABAD)

1) Selling data: Total selling data of Lacosamide molecule and its respective brand under

consideration, Lacasa, is shown in the table as follows:

Total selling of Lacosamide 2795

Total selling of Lacasa 0

% selling 0%


100%

Sales

Total selling of LacosamideTotal selling of Lacasa

2) Highest selling brands: Among the 13 medical stores that were keeping Lacosamide

molecule in their respective stores, Lacosam was found to be the highest selling brand in

most medical stores which was followed by Lacoset. Lacasa was not found to be the

highest selling brand in any one of the medical store.

Highest selling brands (out of 13 medical stores)

Brands Preferred*

Lacosam 12

Lacoset 2


Lacosam Lacoset0

2

4

6

8

10

12

14

Preferred*

*total of the preferred column will be more than the total medical stores under consideration because of

the fact that most medical stores have more than one brands that are among the highest selling brands

for a particular molecule

3) Hospital wise analysis: Hospital wise analysis for Lacosamide molecule shows

Lacosam as the highest selling brand near V.S. Hospital, L.G. Hospital and Civil

Hospital. As no medical stores kept Lacasa brand, zero. selling data was obtained. %

selling & % availability data is as follows:

% Selling % Availability Highest selling BrandV.S Hospital 0 0 LacosamL.G. Hospital 0 0 Lacosam

Rajasthan Hospital 0 0 N/ACivil Hospital 0 0 Lacoam

Shardaben Hospital

0 0 N/A

Kakadia Hospital 0 0 N/A


For Lacosamide : (RAJKOT)

1) Selling data: Total selling data of Lacosamide molecule and its respective brand under

consideration, Lacasa, is shown in the table as follows:

Total selling of Lacosamide Not found**

Total selling of Lacasa Not found

% selling Not found

**This is because medical store owners were not willing to give their selling data.

2) Highest selling brands: Among the 4 medical stores that were keeping Lacosamide

molecule in their respective stores, Lacoset was found to be the highest selling brand in

most medical stores which was followed by Lacosam and Chondro. Lacasa was not found

to be the highest selling brand in any one of the medical store.


Brands Preferred

Lacoset 2

Lacosam 1

Chondro 1


Lacoset Lacosam Chondro0

0.5

1

1.5

2

2.5

Preferred

For Sodium Valproate: (AHMEDABAD)

1) Selling data: Total selling data of Sodium Valproate molecule and its respective brand

under consideration, Epima Chrono, is shown in the table as follows:

Total selling of Sodium Valproate 43240

Total selling of Epima Chrono 55

% selling 0.127195%


100%

0%

Sales

Total selling of Sodium ValproateTotal selling of Epima Chrono

2) Highest selling brands: Among the 4 medical stores that were keeping Sodium

Valproate molecule in their respective stores, Valparin was found to be the highest

selling brand in most medical stores which was followed by Valprol, Enchorate, Epilex,

Torvate, Valprosin, Diva & Diprox. Epima Chrono was not found to be the highest

selling brand in any one of the medical store.


Brands Preferred*

Valparin 78

Valprol 29

Enchorate 18

Epilex 6

Torvate 2

Valprosin 1

Diva 1

Diprox 1


Valparin Valprol Enchorate Epilex Torvate Valprosin Diva Diprox0

10

20

30

40

50

60

70

80

90

Preferred*




3) Hospital wise analysis: Hospital wise analysis for Sodium Valproate molecule shows

Valparin as the highest selling brand near all hospitals surveyed. % selling & %

availability data is as follows:

Selling

Availability Highest selling Brand

V.S Hospital 0 0 ValparinL.G. Hospital 0 20 Valparin

Rajasthan Hospital 0 20 ValparinCivil Hospital 0 0 Valparin

Shardaben Hospital 0 0 ValparinKakadia Hospital 0 0 Valparin


For Sodium Valproate: (RAJKOT)

1) Selling data: Total selling data of Sodium Valproate molecule and its respective brand

under consideration, Epima Chrono, is shown in the table as follows:

Total selling of Sodium Valproate 15750Total selling of Epima Chrono 1050

% selling 6.666667%

94%

6%

Sales

Total selling of Sodium ValproateTotal selling of Epima Chrono

2) Highest selling brands: Among the 4 medical stores that were keeping Sodium

Valproate molecule in their respective stores, Valparin was found to be the highest

selling brand in most medical stores which was followed by Valprol, Enchorate, Epilex,

Torvate, Valprosin, Diva & Diprox. Epima Chrono was not found to be the highest

selling brand in any one of the medical store.



Brands Preferred*

Valparin 78

Epilex 29

Valprol 18

Enchorate 6

Valprosin 2

Valparin Epilex Valprol Enchorate Valprosin0

10

20

30

40

50

60

70

80

90

Preferred*





For Telmisartan: (AHMEDABAD)

1) Selling data: Total selling data of Telmisartan molecule and its respective brand under

consideration, Inditel & Inditel AM, is shown in the table as follows:

Total selling of Telmisartan 33890Total selling of Inditel 2900

% selling 8.557096%Total selling of Inditel AM 2340

% selling 6.904692Combined selling (Inditel + Inditel AM) 5240

% selling 15.46179

92%

8%

Sales

Total selling of TelmisartanSelling of Inditel

94%

6%

Sales

Total selling of Telmisartan Total selling of Inditel AM


87%

13%

Sales

Total selling of TelmisartanCombined selling (Inditel + Inditel AM)

2) Combination sold: The following table shows the types of combination sold along with

the number and percentage of medical stores selling combination. –H (Hydrothiazide)

combination sells in most medical stores followed by –AM (Amlodipine) combination.

Combination -H -AMNo. of medical stores selling

(out of 97)69 57

% of total medical stores 71.13402 58.76289


H combination AM combination

% of medical stores selling 71.135 58.763

5

15

25

35

45

55

65

75

% of medical stores selling

Axis Title

3) Highest selling brands: Among the 97 medical stores that were keeping Telmisartan

molecule in their respective stores, Telma was found to be the highest selling brand in

most medical stores which was followed by Telsar; Telsartan; Telpres; Telmikind;

Telvas; Tazloc and Telista, Ulsar, Telminorm, Sartel and Telmiride. Inditel was not found

to be the highest selling brand in any one of the medical store.

Highest selling brands (out of 97 medical stores)Brands Preferred*Telma 79Telsar 36

Telsartan 25Telpres 16

Telmikind 10Telvas 3Tazloc 2Telista 2Ulsar 1

Telminorm 1Sartel 1

Telmiride 1


Telm

a Te

lsar

Telsa

rtan

Telpres

Telm

ikind

Telva

sTa

zloc

Telist

aUlsa

r

Telm

inormSa

rtel

Telm

iride

0

10

20

30

40

50

60

70

80

90

Preferred*




4) Hospital wise data: Hospital wise analysis for Telmisartan molecule shows Telma as

highest selling brand near all hospitals surveyed. In addition, Telsar was also found to be

highest selling near L.G. Hospital. % selling & % availability data is as follows:

Hospital % Selling % Availability Highest selling BrandV.S Hospital 41.62 91.67 TelmaL.G. Hospital 3.47 60 Telma, Telsar

Rajasthan Hospital 10.91 80 TelmaCivil Hospital 12.77 37.5 Telma

Shardaben Hospital

9.38 75 Telma

Kakadia Hospital 100 22.92 Telma


V.S Hospital L.G. Hospital Rajasthan Hospital

Civil Hospital Shardaben Hospital

Kakadia Hospital

% Sell-ing

41.62 3.47 10.91 12.77 9.38 100

% Avail-ability

91.67 60 80 37.5 75 22.92

10

30

50

70

90

110

Chart Title

Axis Title

For Telmisartan: (RAJKOT)

1) Selling data: Total selling data of Telmisartan molecule and its respective brand under

consideration, Inditel & Inditel AM, is shown in the table as follows:

Total selling of Telmisartan 18000Total selling of Inditel 3075

% selling 17.08333Total selling of Inditel AM 1790

% selling 9.944444Combined selling (Inditel + Inditel AM) 4865

% selling 27.02778


85%

15%

Sales

Total selling of TelmisartanTotal selling of Inditel

91%

9%

Sales

Total selling of TelmisartanTotal selling Inditel AM

79%

21%

Sales

Total selling of TelmisartanCombined selling (Inditel + Inditel AM)

2) Combination sold: The following table shows the types of combination sold along with

the number and percentage of medical stores selling combination. –H (Hydrothiazide)

combination sells in most medical stores followed by –AM (Amlodipine), -HCl

(Hydrochloride) & -R (Ramipril) combination.


Combination -H -AM -HCl -RNo. of medical stores

selling (out of 67)19 8 2 1

% of total medical stores

11.9403 28.35821 2.985075 1.492537

H AM HCl R

% of medical stores selling 11.94 28.36 2.99 1.49

2.5

7.5

12.5

17.5

22.5

27.5

% of medical stores selling

Axis Title

3) Highest selling brands: Among the 67 medical stores that were keeping Telmisartan

molecule in their respective stores, Telsar was found to be the highest selling brand in

most medical stores which was followed by Telsartan; Telma and Telmikind; Tazloc;

Telvas; Telpres and Telista; Telmipure, Telminurm, Mexart, Sartel and Inditel. Inditel

was found to be the highest selling brand in only 1 medical store.

Highest selling brands (out of 67 medical stores)Brands Preferred*Telsar 32

Telsartan 19Telma 19

Telmikind 10Tazloc 4


Telvas 3Telpres 2Telista 2

Telmipure 1Telminurm 1

Mexart 1Sartel 1Inditel 1

Telsa

r

Telsa

rtan

Telm

a

Telm

ikind

Tazlo

cTe

lvas

Telpres

Telist

a

Telm

ipure

Telm

inurmMex

artSa

rtel

Inditel

0

5

10

15

20

25

30

35

Preferred*





For Metoprolol: (AHMEDABAD)

1) Selling data: Total selling data of Metoprolol molecule and its respective brand under

consideration, Sustamet & Sustamet AM, is shown in the table as follows:

Total selling of Metoprolol 44665Total selling of Sustamet 1335

% selling 2.988917Total selling of Sustamet AM 845

% selling 1.891862Combined selling (Sustamet + Sustamet AM) 2180

% selling 4.880779

97%

3%

Sales

Total selling of MetoprololTotal selling of Sustamet

98%

2%

Sales

Total selling of MetoprololTotal selling Sustamet AM


95%

5%

Sales

Total selling of MetoprololCombined selling ( Sustamet + Sustamet AM)

2) Combination sold: The following table shows the number and percentage of medical

stores selling -AM (Amlodipine) combination.

Combination -AMNo. of medical stores

selling (out of 92)40


43.47826

3) Highest selling brands: Among the 92 medical stores that were keeping Metoprolol

molecule in their respective stores, Metolar was found to be the highest selling brand in

most medical stores which was followed by Betaloc; Metpure; Metocard and Met XL;

Seloken; Supermet; Prolomet XL & Starmet, Ampure and Metapro . Sustamet was not

found to be the highest selling brand in any of the medical stores.


Highest selling brands (out of 92 medical stores)Brands Preferred*Metolar 47Betaloc 26

Metpure 25Metocard 21

Met XL 21Seloken 8

Supermet 6Prolomet XL 3

Starmet 1Ampure 1Metapro 1

Metolar

Betaloc

Metpure

Metocar

dMet

XL

Seloke

n

Superm

et

Prolomet

XL

Starm

et

Ampure

Metapro

0

5

10

15

20

25

30

35

40

45

50

Preferred*





4) Hospital wise Analysis: Hospital wise analysis for Metoprolol molecule shows variation

among the highest selling brands. While Rajasthan hospital and Civil hospital have Top 5

brands as their highest selling brand, Shardaben hospital and Kakadia hospital have

Metolar, Betaloc and Metocard as their highest selling brand. V.S. Hospital has Metpure

and Metolar as their highest selling brand and L.G. Hospital has only Metolar that sells

the most. % selling & % availability data is as follows:

Hospitals % Selling

% Availability Highest selling Brand

V.S Hospital 11.98 50 Metpure, MetolarL.G. Hospital 16.13 16.67 Metolar

Rajasthan Hospital 2.67 40 Top 5 brands***Civil Hospital 3.91 37.5 Top 5 Brands***

Shardaben Hospital 46 100 Metolar, Betaloc, MetocardKakadia Hospital 0 25 Metolar,Betaloc, Metocard

***Top 5 brands are Metolar, Betaloc,Metpure, Metocard and Met XL



Kakadia Hospital

% Sell-ing

11.98 16.13 2.67 3.91 46 0

% Avail-ability

50 16.67 40 37.5 100 25

10

30

50

70

90

110

Chart Title

Axis Title


For Metoprolol: (RAJKOT)

1) Selling data: Total selling data of Metoprolol molecule and its respective brand under

consideration, Sustamet & Sustamet AM, is shown in the table as follows:

Total selling of Metoprolol 13525Total selling of Sustamet 810

% selling 5.988909Total selling of Sustamet AM 30

% selling 0.221811Combined selling (Sustamet + Sustamet AM) 840

% selling 6.210721

94%

6%

Sales

Total selling of MetoprololTotal selling of Sustamet

100%

0%

Sales

Total selling of MetoprololTotal selling of Sustamet AM


Sales

Total selling of MetoprololCombined selling (Sustamet + Sus-tamet AM)


stores selling -AM (Amlodipine) combination.

Combination -AMNo. of medical stores



4.41765

3) Highest selling brands: Among the 68 medical stores that were keeping Metoprolol

molecule in their respective stores, Metolar was found to be the highest selling brand in

most medical stores which was followed by Betaloc; Metpure and Metocard; Seloken;

Metzor; Prolomet; Metprin & Supermet, Lopresor, Topol, Myoprol and Metox. Sustamet

was not found to be the highest selling brand in any of the medical stores.

Highest selling brands (out of 68 medical stores)Brands Preferred*Metolar 36Betaloc 10


Metocard 6Metpure 6Seloken 5Metzor 4

Prolomet 3Metprin 2

Supermet 1Lopresor 1

Topol 1Myoprol 1

Metox 1

Metolar

Betaloc

Metocar

d

Metpure

Seloke

n

Metzor

Prolomet

Metprin

Superm

et

Lopres

orTo

pol

Myopro

l

Metox

0

5

10

15

20

25

30

35

40

Preferred*





For Rosuvastatin: (AHMEDABAD)

1) Selling data: Total selling data of Rosuvastatin molecule and its respective brand under

consideration, Zyrova & Zyrova F, is shown in the table as follows:

Total selling of Rosuvastatin 25325Total selling of Zyrova 490

% selling 1.934847Total selling of Zyrova F 25

% selling 0.098717Combined selling (Zyrova + Zyrova F) 515

% selling 2.033564

98%

2%

Sales

Total selling of RosuvastatinTotal selling of Zyrova

100%

0%

Sales

Total selling of RosuvastatinTotal selling of Zyrova F

98%

2%

Sales

Total selling of MetoprololCombned selling (Zyrova + Zyrova F)



stores selling -F (Finofibrate) combination.

Combination -FNo. of medical stores



33.33333

3) Highest selling brands: Among the 90 medical stores that were keeping Rosuvastatin

molecule in their respective stores, Rosuvas was found to be the highest selling brand in

most medical stores which was followed by Rosucor; Rozavel; Cestor; Rostar; Roset;

Rosutec & Rosuka, Storvas, Roseday, Rosufit and Rosev. Zyrova was not found to be the

highest selling brand in any of the medical stores.

Highest selling brands (out of 90 medical stores)Brands Preferred*

Rosuvas 76Rosucor 28Rozavel 10Crestor 5Rostar 3Roset 2

Rosutec 1Rosuka 1Storvas 1

Roseday 1Rosufit 1Rosev 1


Rosuva

s

Rosuco

r

Rozavel

Crestor

Rostar

Roset

Rosutec

Rosuka

Storva

s

Roseday

Rosufit

Rosev0

10

20

30

40

50

60

70

80

Preferred*




4) Hospital wise Analysis: Hospital wise analysis for Rosuvastatin molecule Rosuvas as

the highest selling brand near all hospitals surveyed. In addition, L.G. Hospital,

Shardaben Hospital and Kakadia Hospital has Rosucor also, along with Rosuvas among

the highest selling brand. % selling & % availability data is as follows:

% Selling % Availability Highest selling BrandV.S Hospital 14.63 33.33 RosuvasL.G. Hospital 0 0 Rosuvas, Rosucor

Rajasthan Hospital 0 0 RosuvasCivil Hospital 0 14.28 Rosuvas

Shardaben Hospital

1.54 50 Rosuvas, Rosucor

Kakadia Hospital 0 0 Rosuvas, Rosucor




Kakadia Hospital

% Sell-ing

14.63 0 0 0 1.54 0

% Avail-ability

33.33 0 0 14.28 50 0

5

15

25

35

45

55

Chart Title

Axis Title

For Rosuvastatin: (RAJKOT)

1) Selling data: Total selling data of Rosuvastatin molecule and its respective brand under

consideration, Zyrova & Zyrova F, is shown in the table as follows:

Total selling of Rosuvastatin 11465Total selling of Zyrova 380

% selling 3.314435Total selling of Zyrova F 120

% selling 1.046664Combined selling (Zyrova + Zyrova F) 500

% selling 4.361099


97%

3%

Sales

Total selling of RosuvastatinTotal selling of Zyrova

Sales

Total selling of RosuvastatinTotal selling of Zyrova F

96%

4%

Sales

Total selling of RosuvastatinCombined selling ( Zyrova + Zyrova F)


stores selling -F (Finofibrate) combination

Combination -FNo. of medical stores

selling (out of 51 )2


3.921569


3) Highest selling brands: Among the 51 medical stores that were keeping Rosuvastatin

molecule in their respective stores, Rosuvas was found to be the highest selling brand in

most medical stores which was followed by Roset; Rozavel and Rosucor, Novastat,

Rosuvastat, Arvast, Rosutec, Rosucon and Zyrova. Zyrova was found to be the highest

selling brand in only 1 of the medical stores.

Highest selling brands (out of 51 medical stores)Brands Preferred*

Rosuvas 33Roset 11

Rozavel 6Rosucor 1Novastat 1

Rosuvastat 1Arvast 1

Rosutec 1Rozicon 1Zyrova 1

Rosuva

sRoset

Rozavel

Rosuco

r

Novasta

t

Rosuva

stat

Arvast

Rosutec

Rozicon

Zyro

va0

5

10

15

20

25

30

35

Preferred*




for a particular molecule.

Overall Availability

For Ahmedabad:

This table shows the availability data for each brand in the medical store. Inditel & its combination is

among the most available brand followed by Sustamet & its combination, Zyrova & its combination,

Epima Chrono and Lacasa.

Brands Total stores Available Not available % availabilityLacasa 13 0 13 0

Epima Chrono 94 8 86 8.51Inditel 94 60 37 61.86

Inditel AM 97 58 39 59.79Sustamet 92 34 58 36.96

Sustamet AM 92 29 63 31.53Zyrova 90 15 75 16.67

Zyorva F 90 10 80 11.11

Lacasa Epima Chrono

Inditel Inditel AM


Zyrova Zyorva F

% availabil-ity

0 8.51 61.86 59.79 36.96 31.53 16.67 11.11

5

15

25

35

45

55

65

% availability

Axis Title


For Rajkot:

This table shows the availability data for each brand in the medical store. Inditel & its combination is

among the most available brand followed by Zyrova & its combination, Sustamet & its combination and

Epima Chrono. Availability data of Lacasa is not taken into consideration because the results obtained is

from negligible amount of data and hence can be ignored.

Brands Total stores Available Not available % availabilityLacasa 4 1 3 25




Zyorva F 51 7 44 13.73

Lacasa Epima Chrono

Inditel Inditel AM


Zyrova Zyorva F

% availabil-ity

25 72.41 72.41 60 62.5 59.32 88.89 11.11

5152535455565758595

% availability

Axis Title

Overall familiarity


For Ahmedabad:

This table shows the overall familiarity data for each brand in the medical store. Lacasa is the most

unfamiliar brand followed by Epima Chrono, Zyrova & its combination, Sustamet & its combination and

Inditel & its combination.

Brands Not available Heard Unheard % unfamiliarLacasa 13 1 12 92.31




Zyorva F 80 16 29 73.75

Lacasa Epima Chrono

Inditel Inditel AM


Zyrova Zyrova F

% unfamil-iar

92.31 79.07 70.27 66.674 75.86 69.84 78.67 73.75

5152535455565758595

% unfamiliar

Axis Title

For Rajkot:


This table shows the overall familiarity data for each brand in the medical store. Lacasa is the most

unfamiliar brand followed by Zyrova & its combination, Epima Chrono, Inditel & its combination and

Sustamet & its combination.

Brands Not available Heard Unheard % unfamiliarLacasa 3 0 3 100


Inditel AM 35 8 21 60Sustamet 56 21 35 62.5


Zyorva F 44 4 32 72.73

Lacasa Epima Chrono

Inditel Inditel AM


Zyrova Zyrova F

% unfamil-iar

100 72.41 72.41 60 62.5 59.32 88.89 72.73

10

30

50

70

90

110

% unfamiliar

Axis Title


Factor affecting availability of drugs in medical stores:

Following are the factors that were found to be most important while increasing its

availability in the medical stores. These are written in order of their importance as follows.

Preference of Doctor

Central Location

Visits of MR

Factors such as Pricing, Scheme, Stockist availability and Side effects/ Drug interaction

with that particular brand are not important as long as doctors prescribe for that particular brand.

Factor affecting availability of drugs for Zydus Cadila:

AHMEDABAD

Factors Scenario

Preference of Doctor Doctors don’t prescribe much

Stockist availability Available

PricingAlmost parallel, Not a matter of concern as long

as doctors prescribe

SchemesOnly if purchased in bulk, Not a matter of

concern as long as doctors prescribe

Side effect/ Drug interaction Not aware

Visits of MRNot regular, in large medical stores and stores

affiliated to hospitals

RAJKOT


Factors Scenario

Preference of Doctor Doctors don’t prescribe much

Stockist availability Available

PricingAlmost parallel, Not a matter of concern as long

as doctors prescribe

SchemesOnly if purchased in bulk, Not a matter of

concern as long as doctors prescribe

Side effect/ Drug interaction Not aware

Visits of MRNot regular, in large medical stores, No push for

some brands

Feedback from medical store owners:

Better brands available in market

Running and set brands already available, no space for new products

Infrequent or less visits of MR even though a particular brand sells or is at least kept in

the medical store

MRs not much interested in selling

Push for brands in major medical stores only, in major locations

Brands still not popular, most medical owners haven't even heard the names

Little trust on Zydus Cadila products

SUGGESTIONS FOR AVAILABILITY IN

AHMEDABAD


1) Lacasa

Reaching out to particular hospitals and MR visits to medical stores affiliated with these

hospitals can help enhance availability

2) Epima Chrono

Explaining Doctors for its pharmacological superiority can help

3) Inditel & its combination

Utility branding for this molecule

Marketing Hydrothiazide combination may enhance the sell.

4) Sustamet & its combination

Marketing the molecule to major physicians and smaller hospitals and then gradually to

larger hospitals.

5) Zyrova & its combination

More MR interaction with the Medical store owners and regular visit to Doctors can help.

SUGGESTIONS FOR AVAILABILITY IN RAJKOT


1) Lacasa

Not much market developed for Lacosamide, an early call for its marketing may help

capture the pie.

2) Epima Chrono

Explaining Doctors for its pharmacological superiority can help.

3) Inditel & its combination

Utility branding for this molecule

Marketing Hydrothiazide combination may enhance the selling.

4) Sustamet & its combination


5) Zyrova & its combination


CONCLUSION

As seen from the survey conducted, availability of drugs are heavily dependent on

prescription by doctors, MR follow ups and to what extent the brands are known by

medical store owners.

Working on these three factors will help in achieving the objective.

BIBLIOGRAPHY


Books:

1) Essentials of Medical Pharmacology,6th edition, K.D. Tripathi

2) Research Methodology- Methods and Techniques, Dr. C.R.Kothari

Websites:

1) www.zyduscadila.com

2) www.wikipedia.org

3) http://www.pharmaceutical-drug-manufacturers.com

APPENDIX


http://www.pharmaceutical-drug-manufacturers.com/

Price list of Zydus Cadila and its competitor brands

Lacosamide

Prices (in Rs.)Dose Lacasa Lacosam Lacoset Laconext

50 45 100 45100 78 180 78150 262 110200 140

Sodium Valproate

Prices (in Rs.)Dose Epima

chronoValparin Chrono

Enchorate Chrono

Epilex chrono

Valprol Chrono

Torvate Chrono

200 35 35 36 39 30 20300 55 55 51 58 44 25500 86 89 86 97 67 39750 80

Telmisartan

Prices (in Rs.)Dose Inditel Telma Telsar Tazloc Telsartan Telista

20 20 34 37 37 55 4040 43 79 109 74 109 7580 87 122 107 103 149 115


Prices (in Rs.)Dose Inditel AM Telma AM Telsar AM Tazloc AM Telsartan

AMTelista A

40 8580 59 140 80 65 179 76

Metoprolol

Prices (in Rs.)Dose Sustamet Betaloc Metolar Seloken Met XL Prolomet XL

25 20 35 45 103 53 2650 113 80 165 65 4275 64

100 99

Prices (in Rs.)Dose Sustamet

AMRevelol AM Amlopin Selomax Amlong MT Amtas M

25 40 41 60 40 32 4250 50 65 59 48 63

Rosuvastatin

Prices (in Rs.)Dose Zyrova Rosuvas Rozavel Crestor Roseday Novastat

5 62 68 61 130 30 5810 105 127 107 181 55 10620 205 265 205 224 100 18540 399 300 364 380

Prices (in Rs.)Dose Zyrova F Rosuvas F Razel F Rozavel F Roseday F Novastat F

5 104 82 10410 148 130 130 148 90


Final Report

Documents

respective zydus cadila

overall availability

availability of drugs

increasing availability

metoprolol molecule

research objective

telmisartan molecule

project report onmarket