Report of Marketing Plan on Protein Preparations For Lincoln Pharmaceutical Ltd Prepared By Bhupendrasinh Zala Punit Laheru Under guidance of Mr. C T Kapadia (Marketing Manager, Lincoln Pharmaceutical Ltd) Dr. Raashid Saiyed (Director, Stevens Business School) 1
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Report of Marketing Plan on Protein
Preparations
For Lincoln Pharmaceutical Ltd
Prepared By
Bhupendrasinh Zala
Punit Laheru
Under guidance of
Mr. C T Kapadia (Marketing Manager, Lincoln Pharmaceutical Ltd)
Dr. Raashid Saiyed (Director, Stevens Business School)
1
Acknowledgement
It is very great opportunity to prepare a report of marketing plan on protein preparation.
Such type of report can not be made without any guidance and motivation. We take this
opportunity to express our gratitude to the people who have been instrumental in the successful
completion of this project.
Live project is like a practical training. In this we have to do practical work. Without any
experience in pharmaceutical industry, it was very difficult for us to work in this industry. We
must have some theoretical and practical knowledge.
We take immense pleasure in thanking Mr. C.T.Kapadia (Marketing Head- Lincoln
Pharma) and Mr. Tushar Patel (Product Executive) for having permitted us to carry out this
project work, for being a source of inspiration and for his timely guidance in the conduct of our
project work. He inspired us greatly to work in this project. His willingness to motivate us
contributed tremendously to our project.
Lastly, we would like to thank to all those who had helped us directly or indirectly in
completing this project successfully. We are grateful for their constant support and help.
2
EXECUTIVE SUMMARY
The report compiles the exploratory details of the marketing plan on protein preparation. To
complete our report on protein preparation five objectives were decided which are,
Objective:
1. To upgrade formulation of protein powder PROTOSOL
2. To design launch plan
3. Review of literature on Protein supplement
4. To find out how many brands are available in Ahmedabad district of protein supplement
5. To find out pricing of protein supplement brands in market
6. To find out which brands are more prescribed by gynecologists and why?
7. To find out any combination with soya protein is prescribed by gynecologist and why?
8. To find out from which trimester is it prescribed in pregnancy?
For market survey of soya protein supplement which is prescribed by
Gynecologists only, we have taken personal interview of chemists and Gynecologists in
Ahmedabad.
During our survey, we have analyzed that Proteinex (Walk hardt Pharma ltd) and
GRD (Zydus-Cadila Pharma ltd) are market leader in this supplement. This is most
prescribed by Gynecologists.
Sampling Design:
Sample unit: Gynecologists and Chemists
Sample Techniques: Convenience Sampling
Sample size: Chemist: 50
Gynecologists: 35
TABLE OF CONTENT
3
Sr.No. Particular Pg.No.
1 Title page 1
2 Acknowledgement 2
3 Executive summary 3
4 Introduction 5
5 Company detail 6
6 Product detail 8
7 About protein 12
8 About DHA 22
9 Chemist survey 31
10 Gynecologists survey 30
11 Analysis and findings 36
12 Cost sheet 37
13 Sales forecasting 39
14 Conclusion 40
4
INTRODUCTION
Pharmaceutical Industry
The main aim of pharmaceutical Industry is to develop, research and distribute drugs in
order to provide health care for the people in the society. The Pharmaceutical Industry like other
industries is subjected to follow certain rules and regulations.
The Pharmaceutical Industry needs to follow rules about about patent, marketing as well
as testing of drugs that are scheduled to come to the market as medicines.
Since the inauguration of the Pharmaceutical Industry in the 19th century , it has covered a
long way and now it has become one of the most influential and successful industry in the world
with both controversy and praise on its part.
Pharmaceutical Industry is very much dependent upon the developments and discoveries
that are made to search new types of drugs and also to search for new kind of medicines. One can
also see differences within the industry regarding the same drug or report and different
companies within the Pharmaceutical Industry look to follow different paths for the same thing.
Indian Pharmaceutical Industry
It has been seen that the Indian Pharmaceutical Industry has improved its infrastructure,
creations that are based on technologies, and various other spheres of developments which has
resulted in a huge amount of production in the Indian Pharmaceutical Industry. Even when the
Indian Pharmaceutical industry was on its way to restructure itself , it still continued to flourish
at a good rate in the World Pharmaceutical Industry and also getting itself fit with the new world
of Pharmaceuticals.
The Indian Pharmaceutical Industry at present produces a huge amount of drug
which includes all types of medicines needed for different streams. This was made successful
When we have asked about the reason for choosing particular brand, then we have got that
quality of the brand is most important parameter for choosing the particular brand. Price, content
and patient acceptance of the brand has also importance for chosen as a protein powder. When
packaging is less important for chosen protein powder.
15
(5) During which trimester, you prefer protein supplementation?
Sr.
No.
Trimester Response
1 First 12
2 Second 30
3 Third 28
first second third0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
35%
86% 80%
response
response
Findings and analysis:
16
When we have asked about preference of trimester for protein supplement. We have
found that 86% gynecologists prefers second trimester for preferring protein supplement.
80% gynecologists prefer third trimester for prescribing protein supplement when 35%
gynecologists prefer first trimester for preferring protein supplement. It means, most of
the gynecologists prefer second and third trimester for prescribing protein supplement.
(6) What will be the duration of therapy for protein supplement?
Findings:
When we have asked about duration of therapy for protein supplement then we have got
many different responses like,
o 4 months
o 6 months
o 8 months
o Up to delivery of baby
o As long patient can afford
Analysis:
Most of the gynecologists prefer 6 months duration of therapy for protein supplement
when some gynecologists prefer 4 and 8 months duration also for protein supplement.
When some of the gynecologists prefer up to delivery of baby, they will prefer protein
supplement. Some of the gynecologists prefers as long patient can afford.
17
(7) Do you prefer Protein + DHA combination?
Yes: 25 No: 10
70%
30%
response
yesno
Findings and analysis:
18
When we have asked about preference of Protein + DHA combination, we have found
70% gynecologists have given positive response when 30% gynecologists have given
negative response. According to our survey we can say that most of the gynecologists
prefer Protein +DHA combination.
(8) If yes, then what could be the reason for choosing this combination?
Findings:
When we have asked about reasons for choosing combination of Protein + DHA. Then we have
got different reasons like,
Fetal & blood For well physical Improve growth development Need of DHA during pregnancy & lactation For mental growth
Analysis:
According to our survey, some of the gynecologists believe that Protein + DHA combination is
important for well physical, mental growth and blood. Some gynecologists believe that DHA is
needed during pregnancy and lactation.
(9) If no, then what could be the reason for this?
Findings:
When we have asked about reasons for not choosing this combination protein +DHA. We have got reasons like,
o Costlyo Required in abnormal cases onlyo Side effects
19
Analysis:
According to our survey, some of the gynecologists believe that this combination is costly. Some
gynecologists believe that it is required in abnormal cases only and it has side effects also.
(10) Do you know about “PROTOSOL” brand?
Sr.
No.
Option Response
1 Yes 16
2 No 19
45%
55%
response
yesno
Findings and analysis:
20
When we have asked about the awareness of “PROTOSOL” brand, we have got 45% positive
response. When 55% gynecologists are not aware about this brand.
(11) If you prescribe PROTOSOL then on which parameter will you rate it?
Sr.
No.
Parameter Response
1 Quality 6
2 Pricing 3
3 Packaging 1
4 Content advantage
(Milk+ Soya protein)
9
quality pricing packaging content (milk+soya)0%
10%
20%
30%
40%
50%
60%
70%
35%
20%
10%
58%
response
response
21
Findings and analysis:
When we have asked that in which parameter you prefer PROTOSOL as a protein
supplement. Content advantage has got 58% importance, quality has got 35% importance,
pricing and packaging have got less importance 20% and 10% respectively. It means we
can say that content and quality is very important parameter.
Analysis of Chemist survey
From our chemist survey, we have found that Proteinex of Wackhardt, GRD of Zydus,
Protenules of Allembic and B-protein of British biotech are brand Leader. Their prices and
quantity are relatively same.
Analysis of Gynec Survey
From our Gynec survey, we have found that most of the Gynecologists prescribes Protein
powder as a supplement therapy during pregnancy and lactation. Milk protein and Soya protein are most prescribed powder when Whey protein is less
prescribed powder. Some of the gynecologists prescribe combinations also.
GRD and Proteinex are most prescribed brand by gynecologists. Quality, price and
content advantage of the product are the main reason for choosing particular brands.
Most of the gynecologists prefers second and third trimester for protein supplement when
some of the gynecologists prefers first trimester also.
When we have asked for duration of therapy for protein supplement, we have got
different replies like most of the gynecologists prefers 4 months and 6 months duration
when some gynec prefers up to delivery of baby and as long patient can afford.
Most of the gynecologists would like to prefer Protein +DHA combination. There are
some reasons also we have found for choosing this combination like, it improves growth
development, need of DHA during pregnancy and lactation and it is good for well
physical and mantel development. Some of the gynecologists has given negative reply
also. They believe that it is costly and it is required in abnormal cases only.
When we have asked for awareness about PROTOSOL brand then we have got around
45% positive response. They would like to prescribe PROTOSOL because of their
quality, pricing and content advantage.
22
Cost of marketing plan
States wise MR
States MRGujarat 35
M.P. 30
U.P. 45
Delhi 20
Assam 30
Orissa 40
Rajasthan 25
Total MR 225
Cost per items
Items Time Total MR CalculationTeaser 1 time 225 2700Visual Ad 2 time in a year 225 20250Leave Behind 1 time per month 225 8100Calendar Every Year 225 30375Mailer 1 time per 2 month 225 12150Product Card 1 time 225 2700Sample Every Month 225 324000Gift Every Quarter 225 270000Reminder 1 time per 2 month 225 20250Total cost 690525
23
City wise MR
Gujarat MRAhmedabad 8Rajkot 6Surat 7Jamnagar 3Kachchh and Bhuj