Market survey on azithromycin and amoxicillin with clavulanic acid

Report on Market Survey of Azithromycin

and Amoxicillin with Clavulanic Acid

For

Troikaa Pharmaceutical Ltd.

Prepared By

Mitesh Shah (Roll No. 31)

Stevens Business School, Batch 2009 - 2011

Under guidance of

Ms. Gayatri Yadav (Senior Executive-PMT, Troikaa Pharmaceutical Ltd)

Dr. Raashid Saiyed (Professor, Stevens Business School)

INDUSTRY INTERNSHIP PROGRAM CERTIFICATE

Date: 23/08/10

Dr. Himani Joshi

Assistant Professor & IIP Coordinator

Stevens Business School

Near Khatrej,

Gandhinagar 382721

Dear Sir / Madam:

Sub: Industry Internship Program Certificate

This is to certify that Mr. Mitesh J Shah of your institute has satisfactorily completed industry Internship

Program in our Company from 1st July 2010 to 15th August 2010.

During the period of the Program, he was given on-the-job training covering various areas/given tasks

and responsibility comprising market survey on Azithromycin and Amoxicillin with Clavulanic acid.

He has completed and submitted the Research Report on Market Survey on Azithromycin and

Amoxicillin with Clavulanic acid on 23rd August 2010.

He has presented the Research Report in proper form before company official concerned on 16th August

2010.

______________________

(Signature)

Ms. Gayatri Yadav

Senior Executive - PMT

DECLARATION

I, Mitesh J Shah, student of Post Graduate Program - Pharma of Stevens Business School,

Gandhinagar here by declare that the project work entitled “Market survey on Azithromycin and

Amoxicillin with Clavulanic Acid” submitted to the Troikaa Pharmaceuticals Limited, India,

Ahmedabad, is a record of an original work done by me and this project work is submitted in the partial

fulfillment of the requirements for Industrial Internship Program of PGP – Pharma of Stevens Business

School.

This project is a result of culmination of my sincere efforts. This report has not been submitted

to any other University or Institute for the award of any degree or diploma.

I declare that this submitted work is done solely by me and to the best of my knowledge. I have

tried at my level best to collect precise detail to provide useful information to the company.

I also declare that all the information collected from various sources has been duly

acknowledged in this project report.

Mitesh J Shah (Roll No. 31)

PGP (Pharma)

Stevens Business School

ACKNOWLEDGEMENTS

Here, I take this opportunity to humbly express my gratitude to all those concerned with my

project entitled “Market Survey of Azithromycin and Amoxicillin with Clavulanic Acid”. I would like to

share the success of my project amongst the person who has directly and indirectly helped me to

complete this project.

I am extremely thankful to Mr.Ketan Patel (MD), for providing me and opportunity to work with

Troikaa Pharmaceutical, Ahmedabad. My sincere thanks to Ms. Gayatri Yadav (Senior Executive - PMT,

Troikaa Pharmaceutical), for her perseverance, co-operation and constant help and guidance

throughout the project, which helps me to increase my knowledge and professional skills in innovative

manner. I am also thankful to entire Troikaa Pharmaceutical team for giving me the co-operative and

friendly support for the project.

In providing concrete shape of my project, there are numerous people who have taken part. I

take this opportunity to express my deep sense of gratitude and hearty thanks to my Professor Dr.

Raashid Saiyed, Stevens Business School for providing me his valuable suggestions and remarks to

complete this project. His extensive knowledge of subject and the way, he imparted the same to me has

enabled me to develop the project cohesive manner.

I would like to express my heartiest thanks to my family, parents and sister to extend their help

as and when required. I would like to thank my friends for their support during my project.

Mitesh J Shah (Roll No. 31)

EXECUTIVE SUMMARY

The main objectives of my project entitled “Market survey on Azithromycin and Amoxicillin with

Clavulanic acid” are

1) To find out in which indication doctors prescribe Azithromycin, Amoxicillin with Clavulanic Acid

and Amoxicillin with Clavulanic acid sustain release 1 gm tablet.

2) To find out market share of these molecules in Ahmedabad Medicine market.

3) To find out pricing, promotional schemes given to chemist for top 15 brands of these molecules

and substitute brands of these molecules at retail level.

To conduct survey, personal interview was selected as a methodology for all three sample units;

retailers, doctors and dealers.

According to my market survey, I found out that indications for Azithromycin are Pneumonia –

particularly legionnaires, Chlamydia trachomatis, Donovanosis, Chaneroid & urethritis, Dry cough,

Throat pain and difficulty in deglutination. While indication for Amoxicillin and Clavulanic Acid are Skin &

soft tissue infection, Intra abdominal & gynecological sepsis, Urinary tract, biliary & respiratory tract

infection and Gonorrhea. There are makeable differences between the pricing of different brands of

same molecule for same strength. Most prefer substitute brand for Azithromycin at retail level is

Azithral from Alembic pharmaceutical while for Amoxicillin and Clavulanic combination, most prefer

substitute brand at retail level is AUGMENTIN DUO from GSK. Market leader for Azithromycin is Azithral

from Alembic pharmaceutical with more than 19% market share while for Amoxicillin and Clavulanic

Acid, market leader is AUGMENTIN DUO from GSK with more than 27% market share. Maximum

promotion scheme given to chemist for Azithromycin is 25% by Cipla pharmaceutical on its brands of

AZEE and AZIMAX. While for Amoxicillin and Clavulanic acid combination, maximum promotional

scheme to chemist is 20% which is given by GSK on Augmentin Duo, Alkem on Clavam, Alembic on

Megaclav, Dr. Reddy’s on Clamp and Zuventus on Augpen.

INDEX

Sr. No. Particular Page No.

1 Acknowledgement 01

2

Executive summary 02

3

Introduction 06

3.1 Industry analysis 06

3.1.1 Market share of top 10 Pharma company in world 06

3.1.2 Sales growth of top pharmaceutical companies, 2006-2008 07

3.1.3 R & D costs, % of total revenues 07

3.1.4 Indian pharmaceutical industry 09

3.1.4.1 Industry trend 09

3.1.4.2 Pharmaceutical drugs trends 10

3.1.4.3 Challenges 10

3.1.4.4 Protection of patents 10

3.1.4.5 Government initiatives 11

3.1.4.6 Pharmaceutical export 11

3.1.4.7 Key players in Indian pharmaceutical industry 13

3.1.4.8 India's domestic pharmaceutical market (12 months ended January 2009)

14

3.1.4.9 Future scenario 15

3.1.4.10 Regulatory Framework 15

3.1.4.11 Responsibilities 17

3.1.4.12 DPCO (Drug Price control Order) 17

3.1.4.13 CAPEXIL 19

3.2 Company analysis 20

3.2.1 Mission 20

3.2.2 Current situation 20

3.2.3 Management Team 20

3.2.4 Organization structure 21

3.2.5 Human resource at Troikaa Head office – Bolakdev, Ahmedabad

25

3.2.6 Product Range 26

3.2.7 Research and Development 33

3.2.8 Challenges and competition 33

3.2.9 Innovative Technologies 34

3.2.10 Accreditations 34

3.2.11 International Business 34

3.2.12 Expansion plans 35

4

Internship project details 36

4.1 Title 36

4.2 Research objectives 36

4.3 Research methodology 36

4.4 Sampling design 36

4.5 Data Analysis 37

4.5.1 To find out in which indication doctors prescribe Azithromycin and amoxicillin with Clavulanic acid

37

4.5.1.1 Indications in which doctors prescribe Azithromycin

37

4.5.1.2 Indications in which doctors prescribe Amoxicillin with Clavulanic acid

37

4.5.2 To find out in which indication doctors prescribe Amoxicillin with Clavulanic acid Extended release 1 gm tablet

37

4.5.2.1 Indication for Amoxicillin with Clavulanic Acid extended release 1gm tablet

37

4.5.3 To find out market share of top 15 brands of Azithromycin and Amoxicillin with Clavulanic acid in Ahmadabad medicine market

38

4.5.3.1 Market share of top 15 brands of 250mg Azithromycin

38

4.5.3.2 Market share of top 15 brands of 500mg Azithromycin

40

4.5.3.3 Market share of top 15 brands of Amoxicillin 625mg with Clavulanic acid

42

4.5.3.4 Market share of top 15 brands of Amoxicillin 875mg with Clavulanic Acid

44

4.5.3.5 Market share of top 15 brands of Amoxicillin 1000mg with Clavulanic Acid

46

4.5.4 To find out pricing of top 15 brands of Azithromycin and Amoxicillin with Clavulanic acid

48

4.5.4.1 Pricing for Azithromycin 48

4.5.4.2 Pricing for Amoxicillin with Clavulanic Acid 49

4.5.5 To find out substitute brands of Azithromycin and Amoxicillin with Clavulanic acid at retail level

50

4.5.5.1 Substitute brand for Azithromycin Molecule at retail level

50

4.5.5.2 Substitute brand for Amoxicillin with Clavulanic acid

51

4.5.6 To find out promotional schemes given to chemists 52

4.5.6.1 Promotional schemes given to chemists for Azithromycin Molecule

52

4.5.6.2 Promotional schemes given to chemists for Amoxicillin with Clavulanic acid Molecule

53

4.6 Limitation of survey 54

5

Conclusion 55

6

Recommendations 56

7

Bibliography 57

8

Annexures 60

8.1 Research Proposal 61

8.2 Questionnaire 63

8.3 Market Share 70

8.4 List of Doctors 73

8.5 List of Dealers 74

8.6 List of Retailer 75

9

Reflective note on Internship 78

3.1) INDUSTRIAL ANALYSIS

3.1.1) MARKET SHARE OF TOP 10 PHARMA COMPANY IN WORLD [7, 10]

Rank Company Country Total Revenues (USD millions)

Net income/ (loss)

(USD millions) Employees

Market

share on

bases of TR

Market share

on bases of NI

1 Johnson &

Johnson United States

63,747.00 12,949.00 118,700 16.24 17.31

2 Pfizer United States

48,296.00 8,104.00 81,800 12.31 10.83

3 GlaxoSmithKli

ne United

Kingdom 44,654.00 8,438.60 99,003 11.38 11.28

4 Roche Switzerland 44,267.50 8,288.10 80,080 11.28 11.08

5 Sanofi-Aventis France 42,179.00 5,636.70 98,213 10.75 7.53

6 Novartis Switzerland 41,459.00 8,195.00 96,717 10.57 10.95

7 AstraZeneca United

Kingdom 31,601.00 6,101.00 65,000 8.05 8.15

8 Abbott

Laboratories United States

29,527.60 4,880.70 68,838 7.52 6.52

9 Merck United States

23,850.30 7,808.40 55,200 6.08 10.44

10 Wyeth United States

22,833.90 4,417.80 47,426 5.82 5.90

392,415.30 74,819.30

Source: 2009 Annual Reports of the companies

The majority of the largest pharmaceutical companies are not diversified. They are either

concentrated exclusively on pharmaceutical products (Eli Lilly and AstraZeneca are good

examples with virtually 100% of their revenues coming from sales of pharmaceutical products)

or, although they develop and manufacture other health care products, they still have

pharmaceutical divisions as the core of their business that provide more than 50% of their

revenues. Other products manufactured by these companies usually include medical devices,

nutritional products, consumer healthcare products and products for animal health. Only two

out of these 15 major pharmaceutical companies have revenues from sales of pharmaceutical

products that are lower than 50% of their total sales.

These companies are world giants Johnson & Johnson (which besides pharmaceutical products

manufactures consumer goods and medical devices) and Bayer which has only about 15% of its

revenues from the sales of pharmaceutical products.

3.1.2) SALES GROWTH OF TOP PHARMACEUTICAL COMPANIES, 2006-2008[7, 10]

2005 2006 2007 2008 2009

Pfizer 8.6% 11.3% 38.5% 17.4% 18.2%

Johnson & Johnson 9.1% 12.3% 15.3% 13.1% 13.7%

Merck 4.9% 8.5% -56.6% 2.0% 3.2%

Bristol-Myers Squibb 5.6% 0.3% 15.4% -7.2% 10.7%

Wyeth 2.8% 4.3% 8.7% 9.5% 9.7%

Eli Lilly 0.9% -4.0% 13.6% 10.1% 12.9%

Abbott 6.3% 8.6% 11.3% 0.0% 9%

Schering-Plough 1.3% 4.3% -18.1% -0.7% 2.6%

Source: calculations, data used from Annual Reports of the companies

3.1.3) R&D COSTS, % OF TOTAL REVENUES [7, 10]

Total

revenue

2006

2006

Total

revenue

2007

2007

Total

revenue

2008

2008

Total

revenue

2009

2009

Pfizer 44,028 16.5% 46,346 16.1% 46,364 16.7% 48,296 14.6%

Johnson & Johnson 58,137 11.1% 61,197 10.9% 60,560 11.2% 63,747 11.0%

Merck 29,881 5.1% 31,545 5.2% 32,860 14.6% 34,230 17.5%

Bristol-Myers Squibb 56,315 11.8% 27,995 12.2% 29,780 10.9% 31,366 12.9%

Wyeth 19,370 13.4% 20,607 14.3% 21,920 13.2% 22,833 14.2%

Eli Lilly 17,225 19.4% 18,132 19.4% 19,360 18.7% 20,378 19.4%

Abbott 25,083 9.7% 26,404 8.3% 28,090 8.3% 29,577 8.6%

Schering-Plough 18,226 13.4% 19,390 14.0% 20,194 17.6% 21,482 19.4%

Source: calculations, data used from Annual Reports of the companies

For leading pharmaceutical companies, investments in research and development are crucially

important for survival and prosperity; not surprisingly the pharmaceutical industry is

characterized by a very high level of R&D cost as percent of total revenues. So far as it usually

takes a long time to develop a new medicine (usually 10-15 years), and there is a high level of

uncertainty whether this particular R&D project will be successful, many companies have a

policy of investing in R&D an approximately stable share of company revenue. As for the case of

U.S. pharmaceutical companies I calculated profitability and liquidity ratios for non-US

pharmaceutical companies (provided in Table 5 and chart).

Several factors are worth mentioning. First, both GlaxoSmithKline and AstraZeneca that

underwent large-scale merger processes showed pretty stable financial performance during the

last few years that indirectly says something positive about successful completion of their

restructuring initiatives. It is too early to make any conclusions regarding the results of the

merger of Sanofi-Synthelabo and Aventis. Although the company reported -8.3% ROA in 2009 in

comparison with 21.6% during the previous year this sharp decline is mainly caused by

accounting treatment of transactions related to the merger: expensing total acquired R&D of

Aventis (total negative effect of 5,046 million EUR), and accounting of inventories (total negative

effect of 342 million EUR after tax).

Second, losses of Roche 2007 to a significant extent can be explained by the legal settlements

with U.S. direct customers in the vitamin case, as well as sale of the Vitamins and Fine Chemicals

Division. Finally, Bayer showed much lower results than other companies in this group. Partially

this can be explained by much lower share of the highly profitable pharmaceutical business in its

total sales.

3.1.4) INDIAN PHARMACEUTICAL INDUSTRY

“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

The pharmaceutical industry in India is among the most highly organized sectors. This industry

plays an important role in promoting and sustaining development in the field of global medicine.

Due to the presence of low cost manufacturing facilities, educated and skilled manpower and

cheap labor force among others, the industry is set to scale new heights in the fields of

production, development, manufacturing and research.

In 2008, the domestic Pharma market in India was expected to be US$ 10.76 billion and this is

likely to increase at a compound annual growth rate of 9.9 per cent until 2010 and subsequently

at 9.5 per cent till the year 2015.

3.1.4.1) INDUSTRY TREND

The Pharma industry generally grows at about 1.5-1.6 times the Gross Domestic Product growth.

Globally, India ranks third in terms of manufacturing Pharma products by volume.

The Indian pharmaceutical industry is expected to grow at a rate of 9.9 % till 2010 and after that

9.5 % till 2015.

In 2007-08, India exported drugs worth Rs 302 billion in to the US and Europe followed by

Central and Eastern Europe, Africa and Latin America.

The Indian vaccine market which was worth Rs 27,930 million in 2007-08 is growing at a rate of

more than 20%.

The retail pharmaceutical market in India is expected to cross Rs 500-550 billion by 2012.

The Indian drug and pharmaceuticals segment received foreign direct investment to the tune of

Rs 60 billion from April 2000 to December 2008.

3.1.4.2) PHARMACEUTICAL DRUGS TRENDS

Anti-Diabetic Drugs and those for cardiovascular diseases are expected to see the fastest growth

in 2011. Cardiovascular patients will increase to 251 million in 2010, with the greatest rate of

growth forecast for the US market.

This is due to the changes in demographics and lifestyle that will boost the cardiovascular sales.

However, the growth rates will be limited by continued patent expiries for major products and

due to the lack of novel therapies.

The anti-hypertensive drugs will dominate the global cardiovascular market with a market share

of nearly 50%.

3.1.4.3) CHALLENGES

Every industry has its own sets of advantages and disadvantages under which they have to work; the

pharmaceutical industry is no exception to this. Some of the challenges the industry faces are:

• Regulatory obstacles

• Lack of proper infrastructure

• Lack of qualified professionals

• Expensive research equipments

• Lack of academic collaboration

• Underdeveloped molecular discovery program

• Divide between the industry and study curriculum

3.1.4.4) PROTECTION OF PATENTS

• Generic drugs manufacturers represent a significant threat to research-based

pharmaceutical companies. For example, Schering-Plough’s Claritin patent expired in 2002;

as the result of generic drug competition, sales of Claritin by Schering-Plough declined from

Rs 134.4 billion in 2001 to Rs 75.6 billion in 2002 and to Rs 15.54 billion in 2003.

• Moreover, generic drugs manufacturers sometimes start production of patent-protected

drug analogues even before a patent expires. Although research-oriented companies in

many cases are able to protect their patents, they do suffer from lost revenues.

• Therefore, protection of patents is one of the key conditions necessary for further

development of the pharmaceutical industry. At the same time, non-efficient legislation that

does not provide the necessary level of patent protection is one of the factors that hamper

expansion of “Big Pharma” companies to the developing countries.

3.1.4.5) GOVERNMENT INITIATIVES

The government of India has undertaken several including policy initiatives and tax breaks for the

growth of the pharmaceutical business in India. Some of the measures adopted are:

Pharmaceutical units are eligible for weighted tax reduction at 150% for the research and

development expenditure obtained.

Two new schemes namely, New Millennium Indian Technology Leadership Initiative and the

Drugs and Pharmaceuticals Research Program have been launched by the Government.

The Government is contemplating the creation of SRV or special purpose vehicles with an

insurance cover to be used for funding new drug research

The Department of Pharmaceuticals is mulling the creation of drug research facilities which can

be used by private companies for research work on rent

3.1.4.6) PHARMACEUTICAL EXPORT

• Export has become an important driving force for growth in this industry with more than 50

% revenue coming from the overseas markets.

• For the financial year 2008-09 the export of drugs is estimated to be $8.25 billion as per the

Pharmaceutical Export Council of India, which is an organization, set up by the Government

of India. A survey undertaken by FICCI, the oldest industry chamber in India has predicted

16% growth in the export of India's pharmaceutical growth during 2009-2010.

• The pharmaceutical industry has been witnessing a transformation in the recent past.

Earlier, the industry followed a product centric approach, with manufacturing aimed

towards fulfilling the domestic demand, while exports were largely confined to supplying

APIs & intermediates to the less regulated markets. Further, the contribution of services has

been miniscule in the total revenues of the pharmaceutical industry.

• Presently, services account for only 10 percent of the total revenues of the Indian

pharmaceutical industry. However, it is estimated to increase up to 12 per cent by 2011 due

to continuous spurt in clinical research outsourcing, coupled with increase in discovery and

preclinical research activities.

• The contribution of exports to the total product revenues in 2009 was 68 percent. However,

moving at a high CAGR of 4 percent, contribution of export revenues would surpass the

share of the domestic market in the total revenue mix.

• By 2011, exports would contribute 62 percent to the total product revenues. Further,

unlocking of US$ 80 billion revenues patent expiry during 2008 – 2009 would present

significant opportunities for generic players, especially the Indian companies who would be

among the first to capitalize on this opportunity.

Industry

2009

Service 10% Product 90%

Domestic 32% Export 58%

Industry

2011

Service 12% Product 88%

Domestic 38% Export 62%

3.1.4.7) KEY PLAYERS IN INDIAN PHARMACEUTICAL INDUSTRY

There are several national and international pharmaceutical companies that operate in India. Most of

the country's requirements for pharmaceutical products are met by these companies. Some of them are

briefly described below:

• Ranbaxy Laboratories Limited is the biggest pharmaceutical manufacturing company in

India. The company is ranked at the 8th position among the global generic pharmaceutical

companies and has presence in 48 countries including world class manufacturing facilities in

10 countries and serves to customers from over 125 countries. Ranbaxy Laboratories 2009-

2010 Q3 Net Profit Results showed a profit of Rs 116.6 crore as compared to Rs 394.5 crore

deficits, recorded during the corresponding period last fiscal.

• Dr. Reddy's Laboratories manufactures and markets a wide range of pharmaceuticals both

in India and abroad. The company has 60 active pharmaceutical ingredients to manufacture

drugs, critical care products, diagnostic kits and biotechnology products. The company has 6

FDA plants that produce active Pharma ingredients and 7 FDA inspected and ISO 9001 and

ISO 14001 certified plants. Dr. Reddy's Q1 FY10 result shows the revenues of the company

at Rs. 18,189 million which is up by 21%. During this quarter the company introduced 24

new generic products, applied for 22 new generic product registrations and filed 4 DMFs.

• Cipla is an Indian pharmaceutical company renowned for the manufacture of low cost anti

AIDS drugs. The company's product range comprises of anthelmintics, oncology, anti-

bacterials, cardiovascular drugs, antibiotics, nutritional supplements, anti-ulcerants, anti-

asthmatics and corticosteroids. Cipla also offers other services like quality control,

engineering, project appraisal, plant supply, consulting, commissioning and know-how

transfer, support. For the financial year 2008-09 the company registered an increase of 22%

in sales and other income over the previous year.

• Nicholas Piramal is the second largest pharmaceutical healthcare company in India. The

brands manufactured by the company include Gardenal, Ismo, Stemetil, Rejoint, Supradyn,

Phensedyl and Haemaccel. Nicholas Piramal has entered into join ventures and alliances

with several international corporations like Cheissi, Italy; IVAX Corp; UK, F. Hoffmann-La

Roche Ltd., Allergan Inc., USA etc.

• Glaxo Smithkline (GSK) is a United Kingdom based pharma company; it is the world's

second largest pharmaceutical company. The company's portfolio of pharma products

consist of central nervous system, respiratory, oncology, vaccines, anti-infectives and gastro-

intestinal/metabolic products among others. On November 2009, the FDA had announced

that the H1N1 vaccine manufactured by GSK would join the list of the four vaccines

approved.

• Zydus Cadila also known as Cadila Healthcare is an Indian pharmaceutical company located

in Gujarat. The company's 1QFY2010 results show the net sales at Rs880.3cr which is higher

than the estimated Rs773cr. The net profit was Rs124.8cr which was increase of 39%; the

increase was on account of higher sales and improvement in the OPM.

3.1.4.8) INDIA'S DOMESTIC PHARMACEUTICAL MARKET (12 MONTHS ENDED JANUARY 2009)

Company Size ($ Billion) Market Share (%) Growth Rate (%)

Total Pharma Market 6.9 100.0 9.9

Cipla 0.36 5.3 13.4

Ranbaxy 0.34 5.0 11.5

Glaxo Smithkline 0.29 4.3 -1.2

Piramal Healthcare 0.27 3.9 11.7

Zydus Cadila 0.24 3.6 6.8

Source: ORG IMS

3.1.4.9) FUTURE SCENARIO

With several companies slated to make investments in India, the future scenario of the pharmaceutical

industry in looks pretty promising. The country's pharmaceutical industry has tremendous potential of

growth considering all the projects that are in the pipeline. Some of the future initiatives are:

According to a study by FICCI-Ernst & Young India will open a probable Rs 336 billion market for

MNCs selling expensive drugs by 2015.

The study also says that the domestic Pharma market is likely to reach Rs 840 billion by 2015.

The Minister of Commerce estimates that Rs 266 billion will be invested in the domestic

pharmaceutical sector.

Public spending on healthcare is likely to raise from 7 per cent of GDP in 2007 to 13 per cent of

GDP by 2015.

Dr Reddy's Laboratories has tied up with GlaxoSmithKline to develop and market generics and

formulations in upcoming markets overseas.

Lupin, a Mumbai based pharmaceutical company is looking to tap opportunities of about Rs

8400 million in the US oral contraceptives market.

Due to the low cost of R&D, the Indian pharmaceutical off-shoring industry is designated to turn

out to be Rs 105 billion opportunity by 2012.

3.1.4.10) REGULATORY FRAMEWORK

The Indian pharmaceutical industry has a multi-level hierarchical regulatory institutional framework.

Two ministries of the Government of India play a major role in regulating the pharmaceutical sector in

the country. Each of these ministries deals with different aspects of regulations and works

independently. These are:

1. Ministry of Health & Family Welfare (MoHFW)

2. Ministry of Chemicals and Fertilizers (MoC&F)

INDIAN REGULATORY FRAME WORK

The Govt. of India

Ministry of Health and Family Welfare

Depart of Health (The prevention of Food & Adultration Act, The

Drugs & Cosmetic Act 1940, The Tobaco Control

Act

Central Drugs Standards Control Organisation

(CDSCO) / drugs controller General of India (Drug approval, Quality, Clinical Trials)

Ministry of Chemicals and Fertilisers

National Pharmaceutical Pricing Authority (NPPA) (The Essential Commodities

Act)

Drug Price Control Order (DPCO)

3.1.4.11) RESPONSIBILITY

3.1.4.12) DPCO (DRUG PRICE CONTROL ORDER)

The Drugs Price Control Order (DPCO), 1995 is an order issued by the Government of India

under Section 3 of the Essential Commodities Act, 1955 to regulate the prices of drugs.The

Order inter alia provides the list of price controlled drugs, procedures for fixation of prices of

drugs, method of implementation of prices fixed by Government and penalties for

contravention of provisions among other things.

Central Goverment

•Drug controller General of India

•Expert Committies

•Responsibilities:

•Broad Policy Issues

State Goverment

•State Drug Authorities

•State Drug Controller Food & Drug Inspectors

•Responsibilities:

•Licencing & monitoring of manufacturing, Legal cell, Spurious drug monitoring,Pharmacies

Central Drug Administration

•3 joint Drug Controllers, 2 Deputy Drug controllers, 6 assistant Drug controllers, 50Drug Inspectors, 5 Technical Experts, 1 Administrative Officer, 1 Accounts Officer

•Responsibilities

•Regulatory affairs & environment, New drugs & clinical trials, Biological &Biotechnology products, Pharmacovigilance, Medical devices & diagnostics,Imports, Organizational services, Training & empowerment, Quality control affairs,Legal & consumer affairs

For the purpose of implementing provisions of DPCO, powers of the Government have been

vested in the National Pharmaceutical Pricing Authority (NPPA). Drugs are essential for health of

the society. Drugs have been declared as essential and accordingly put under the Essential

Commodities Act. Only 74 out of 500 commonly used bulk drugs are kept under statutory price

control. All formulations containing these bulk drugs either in a single or combination form fall

under the price control category. However, the prices of other drugs can be regulated, if

warranted in public interest.

DPCO FORMULA

Calculation of retail price of formulation:

The retail price of a formulation shall be calculated by the Government in accordance with the following

formula namely:

Where,

"R.P." means retail price;

"M.C." means material cost and includes the cost of drugs and other pharmaceutical aids used

including overages, if any, plus process loss thereon specified as a norm from time to time by

notification in the Official Gazette in this behalf;

"C.C." means conversion cost worked out in accordance with established procedures of costing

and shall be fixed as a norm every year by notification in the Official Gazette in this behalf;

"P.M." means cost of the packing material used in the packing of concerned formulation,

including process loss, and shall be fixed as a norm every year by, notification in the Official

R.P. = (M.C. + C.C. + P.M. + P.C.) x (1 + MAPE/100) + ED.

Gazette in this behalf;

"P.C." means packing charges worked out in accordance with established procedures of costing

and shall be fixed as a norm every year by notification in the Official Gazette in this behalf;

“MAPE" (Maximum Allowable Post-manufacturing Expenses) means all costs incurred by a

manufacturer from the stage of ex-factory cost to retailing and includes trade margin and

margin for the manufacturer and it shall not exceed one hundred per cent for indigenously

manufactured Scheduled formulations;

“E.D." means excise duty

Provided that in the case of an imported formulation, the landed cost shall form the basis for fixing its

price along with such margin to cover selling and distribution expenses including interest and importer's

profit which shall not exceed fifty percent of the landed cost.

3.1.4.13) CAPEXIL [11]

CAPEXIL, a non-profit making organization, was setup in March 1958 by the Ministry of

Commerce, Government of India to promote export of Chemical and Allied Products from India.

And since then has been the voice of Indian business community. With the headquarter at

Kolkata, and regional offices at New Delhi, Mumbai, Kolkata and Chennai, CAPEXIL has more

than 3500 members across the country. One of the fascinating aspects of CAPEXIL is the

overwhelming variety of products it deals with.

CAPEXIL is an ardent advocate of exporters to the Government and the primary focus is to

provide export assistance to its member exporters.

CAPEXIL sends trade delegation to all major and developing markets around the world,

showcases Indian exports all over the world through exhibitions, fairs.

CAPEXIL can help the sourcing needs of an importer anywhere in the world, and also the selling

needs of Indian exporters. CAPEXIL is an ISO 9001: 2000 certified organization.

CAPEXIL OFFERS A FULL RANGE OF SERVICES TO INDIAN EXPORTERS AND FOREIGN IMPORTERS

Information gateway and helping hand for exporters

An interface between the government and the members regarding trade and policy related

matters

Dissemination of trade enquiries

Participation in national workshops, organizing seminars/buyer-seller meets

Preparation of relevant market reports

Analysis of Indian export trend across country, product or other parameters

Valuable resource of global trade data

Disbursement of grants through various market assistance programmes

Conducting training programmes on international trade

Access to most competent officers dedicated to quality service

3.2) COMPANY OVERVIEW

Troikaa Pharmaceuticals, which started its business as a small-scale unit during 1983 and is now growing

at over 40 %, with its key focus on Pharmaceuticals and Nutraceuticals.

3.2.1) MISSION

“We aim to achieve a prominent position in the Pharmaceutical Industry, recognition by the medical

profession and admiration from the society. We strive to meet the demands of our goals by specifically

focusing on the basic fundamentals of excellence - Innovation, Quality & Service. The quest for excellence

encompasses all aspects of business.”

3.2.2) CURRENT SITUATION

Troikaa's manufacturing facilities are state-of-the-art and are certified by the World Health Organization

(WHO) for following Good Manufacturing Practices. Troikaa has the capability to manufacture high

quality Critical Care Injectables, Tablets and Topical preparations. The manufacturing facilities are at

Thol, an industrial area that is 25 kilometers from Ahmedabad. For sustaining its growth, Troikaa

commissioned one more state-of-the-art manufacturing plant at Dehradun, Uttaranchal in May 2006.

Turnover of Troikaa Pharmaceutical Ltd for last year is around Rs 6688 million.

3.2.3) MANAGEMENT TEAM

Mr. Rajni V. Patel, Chairman

The company is promoted by Mr. Rajni V. Patel, one of the few pharmacy graduates, of the first batch of

L. M. College of Pharmacy, Ahmedabad in 1950.

Mr. Ketan R. Patel, Managing Director

Mr. Ketan Patel, has more than 25 years in the Pharma industry. He is an innovator, entrepreneur and

pharmacist. For his excellence in the academic area, he has received gold medals both at the graduate

and post graduate levels. Mr. Patel's passion for innovation has been in the area of Novel Drug Delivery,

wherein he has several patents to his credit. Mr. Patel also extends his services to the Centre for

Innovation, Incubation and Entrepreneurship at IIM-Ahmedabad by invitation, as a mentor to aspiring

entrepreneurs."

Mr. Milan R. Patel, Joint Managing Director

Mr. Milan R. Patel is the Joint Managing Director. He is a Chemical Engineer with specialization in

process controls and automation. He has in-depth experience of pharmaceutical manufacturing and

quality control operations.

3.2.4) ORGANIZATION STRUCTURE

ORGANIZATION CHAT

MEDICAL SERVICE DEPARTMENT

IN – HOUSE MANUFACTURING

THIRD PARTY MANUFACTURING

VP SALES AND MARKETING

VP Sales and Marketing

General Manager

Division 1

General Manager

Division 2

General Manager

Division 3

General Manager

Division 4

Sales Manager

North

Sales Manager

South

Sales Manager

East

Sales Manager

West

Zonal Business

Manager 1

Zonal Business

Manager 2 Zonal Business

Manager 3

Zonal Business

Manager 4

Regional

Business

Manager 1

Regional

Business

Manager 2

Regional

Business

Manager 3

Regional

Business

Manager 4

Regional

Business

Manager 5

Business

Executive 1

Business

Executive 2

Business

Executive 3

Business

Executive 4

Business

Executive 5

PRODUCT MANAGEMENT TEAM

INTERNATIONAL MARKETING TEAM

3.2.5) HUMAN RESOURCE AT TROIKAA PHARMACEUTICAL

Managing Director Mr. Ketan Patel

Finance and

accounting

CA -1

MBA

Finance –

4

International Business

Ph. D (marketing) – 2

MBA Finance – 4

MBA + B. Pharm – 5

MBA marketing – 3

Gradates (B.Com,

BBA) - 7

Joint Managing Director Mr. Milan Patel

Purchase department

MBA finance -1

B. Pharm – 4

Gradates

(B.Com, BBA) - 8

Domestic Marketing

Ph. D (marketing) – 1

MBA Finance – 2


MBA marketing – 15

B. Pharma - 66

Gradates (B.Com, BBA) - 14

Medical service


MBA marketing – 2

B. Pharma - 6

HR department

MBA HR – 3

Gradates

(B.Com, BBA) - 5

Marketing

administration

MBA marketing – 2

Gradates (B.Com,

BBA) - 5

Customer

relationship

MBA marketing – 3

Gradates (B.Com,

BBA) - 6

Marketing

administration

MBA marketing – 1

Gradates (B.Com,

BBA) - 2

Customer relationship

MBA marketing – 1

Gradates (B.Com,

BBA) - 6

3.2.6) PRODUCT RANGE

PRODUCT DETAIL FOR TROIKAA PHARMACEUTICAL

Source: SSA JUNE 2010 DATA

Val in Crs & Units in 000's

Molecule_Desc BRANDS PROD_LNCH MAT JUN'10 MAT JUN'10

MS%

IPM

0 43822.975929 1.000000

TROIKAA PHARMACEUTICAL LTD

66.8805408 0.0015262

ATORVASTATIN CALCIUM SALT

199909 512.606065 0.011697

LESSKAA 201002 0.236499 0.000005

AMOXICILLIN TRIHYDRATE

0 313.138782 0.007146

OPTIMOX 200101

0.000000

OFLOXACIN

199008 292.699677 0.006679

TROFLOX 200301 0.004931 0.000000

PARACETAMOL

0 285.898169 0.006524

XYPAR 200909 1.302597 0.000030

XYKAA RAPID 201003 0.166829 0.000004

XYTROY 201004 0.013138 0.000000

XYFIX 201006 0.000125 0.000000

DICLOFENAC SODIUM SALT

0 238.258054 0.005437

DYNAPAR AQ 200206 12.175299 0.000278

DYNAPAR 199901 6.187815 0.000141

AMIKACIN SULFATE

0 202.324307 0.004617

MIKAJECT 200101 0.251494 0.000006

MIFEPRISTONE

200202 202.007366 0.004610

MIFABORT 200804 0.967557 0.000022

CEFOTAXIME SODIUM SALT

196904 193.040360 0.004405

TROYCEF 200101 0.014964 0.000000

IBUPROFEN + PARACETAMOL

0 190.941359 0.004357

IBUPAR 200206

0.000000

RAMIPRIL

199406 180.310689 0.004115

RAMICARD 200112 0.043421 0.000001

LOSARTAN POTASSIUM SALT

199806 178.691451 0.004078

ZYLTAN 200112 0.209140 0.000005

HYDROCHLOROTHIAZIDE + LOSARTAN POTASSIUM SALT

199812 170.867927 0.003899

ZYLTAN H 200308 0.261057 0.000006

NIMESULIDE + PARACETAMOL

198108 156.326608 0.003567

NIMPAR 200211 0.000763 0.000000

NIMESULIDE

0 154.896580 0.003535

NIMEKA 200110 0.000136 0.000000

ALPRAZOLAM

0 149.882343 0.003420

TROYCALM 200112

0.000000

ATENOLOL

0 146.722320 0.003348


MS%

TENSICARD 199901 0.025920 0.000001

TELMISARTAN

200211 145.335106 0.003316

TELMIKAA 200809 0.775841 0.000018

CALCIUM CARBONATE + COLECALCIFEROL

0 142.513256 0.003252

TROYCAL 199901 0.229754 0.000005

DICLOFENAC SODIUM SALT + PARACETAMOL

0 138.378729 0.003158

DYNAPAR 200101 2.714747 0.000062

HYDROCHLOROTHIAZIDE + TELMISARTAN

200309 132.831858 0.003031

TELMIKAA-H 200809 0.584220 0.000013

CEFTRIAXONE DISODIUM + SULBACTAM SODIUM SALT

200406 130.005915 0.002967

TROYAXONE-S 201003 0.035800 0.000001

CEFOPERAZONE SODIUM SALT + SULBACTAM SODIUM SALT

200005 120.637640 0.002753

TROYPERAZONE-

S 201003 0.034854 0.000001

ENOXAPARIN SODIUM

199706 119.737027 0.002732

TROYNOXA 200710 3.778641 0.000086

ARTEMOTIL

199708 92.117284 0.002102

TROYTHER 200405 0.285141 0.000007

ARTEKAA 201006 0.000282 0.000000

ATORVASTATIN CALCIUM SALT + FENOFIBRATE

200404 91.323354 0.002084

FENO-TG-PLUS 200506 0.557747 0.000013

MECOBALAMIN

200105 89.755448 0.002048

NUROTROY 200912 0.134309 0.000003

TROYNURON 200912 0.047514 0.000001

ACETYLSALICYLIC ACID + CLOPIDOGREL BISULFATE

198809 86.817897 0.001981

ANTIPLATT PLUS 200408 0.230983 0.000005

ROSUVASTATIN CALCIUM SALT

200309 83.279616 0.001900

ROSUKAA 201005 0.068930 0.000002

NITROGLYCERIN

198705 76.117326 0.001737

MYONIT 200101 4.952889 0.000113

NITROGESIC 200112 0.556641 0.000013

DILTIAZEM HYDROCHLORIDE

198708 71.718500 0.001637

DILTIGESIC 200705 1.866362 0.000043

NANDROLONE DECANOATE

198107 68.631240 0.001566

MYOBOLIN 200101 0.004314 0.000000

FOLIC ACID

199002 67.252981 0.001535

FOLIKAA 200301 0.003769 0.000000


MS%

ATORVASTATIN CALCIUM SALT + EZETIMIBE

200404 66.800831 0.001524

LESSTROL EZ 200506 0.125182 0.000003

LESSKAA-EZ 201002 0.051652 0.000001

MEROPENEM TRIHYDRATE

200201 58.743960 0.001340

TROYPENEM 200912 0.218761 0.000005

MECOBALAMIN + PREGABALIN

200609 54.033745 0.001233

TROYNURON-PG 200907 0.111837 0.000003

NUROTROY-PG 201005 0.008118 0.000000

CYPROHEPTADINE HYDROCHLORIDE

0 52.353088 0.001195

CYHEP 201004 0.000741 0.000000

MISOPROSTOL

200112 50.977425 0.001163

MISOTROY 200808 0.169040 0.000004

AMLODIPINE BESILATE + LOSARTAN POTASSIUM SALT

200004 50.764652 0.001158

ZYLTAN-AM 200308 0.097009 0.000002

MAGNESIUM HYDROXIDE + PARAFFIN OIL

199609 48.874393 0.001115

MAGNAFIN 200112 0.003658 0.000000

METHYLERGOMETRINE MALEATE

198611 48.547756 0.001108

LERIN 200101 0.007357 0.000000

CEFTAZIDIME

0 44.558424 0.001017

FORTACEF 200101 0.075338 0.000002

TRIAMCINOLONE ACETONIDE

197202 40.515190 0.000925

TESS 200101 3.539965 0.000081

FOLIC ACID + MECOBALAMIN + PYRIDOXINE HYDROCHLORIDE

200308 34.783217 0.000794

TROYNURON 200904 1.161179 0.000026

NUROTROY 200903 1.088748 0.000025

AMIODARONE HYDROCHLORIDE

0 34.603003 0.000790

EURYTHMIC 200101 0.559172 0.000013

VITAMIN E ACETATE

198805 34.563430 0.000789

AQUA EQ 200403

0.000000

LOPERAMIDE HYDROCHLORIDE

0 34.459451 0.000786

TROPAMIDE 200301 0.003975 0.000000

CARVEDILOL

199810 33.881257 0.000773

CARDINORM 200112 0.042805 0.000001

ORLISTAT

200507 33.836634 0.000772

TROYSLIM 200612 0.944841 0.000022

ORLITROY 200612 0.306239 0.000007

ISOXSUPRINE HYDROCHLORIDE

0 32.904926 0.000751

UDILAN 200101 0.659738 0.000015

Molecule_Desc BRANDS PROD_LNCH MAT JUN'10 MAT JUN'10 MS%

MAGALDRATE + SIMETICONE

0 31.353680 0.000715

NCA 199901 0.007426 0.000000

ACETYLSALICYLIC ACID

0 31.333419 0.000715

SPRINTAS 0 31.309111 0.000714

LIDOCAINE HYDROCHLORIDE

0 30.880080 0.000705

XYNOVA 200903 0.008066 0.000000

FENOFIBRATE

200004 29.695920 0.000678

FENO-TG 200406 0.905429 0.000021

FENOCARD 200403 0.002206 0.000000

HEPARIN SODIUM SALT

197305 28.587542 0.000652

CATH-FLUSH 200101 0.060635 0.000001

NUPARIN 200101 0.027858 0.000001

TROYHEP 201004 0.027277 0.000001

DICLOFENAC DIETHYLAMINE

0 26.066060 0.000595

DYNAPAR 199901 2.335865 0.000053

HYDROCORTISONE SODIUM SUCCINATE

0 18.756659 0.000428

HYDROCORTISON

E 200101 0.009517 0.000000

CETIRIZINE HYDROCHLORIDE + PARACETAMOL +

PHENYLPROPANOLAMINE HYDROCHLORIDE

199808 16.305467 0.000372

TERIZINE-PLUS 201004 0.009200 0.000000

ASCORBIC ACID

0 15.864393 0.000362

SITRUS-LA 200106 0.303276 0.000007

TROFEROL 200205 0.005123 0.000000

AZATHIOPRINE

198806 14.656749 0.000334

TRANSIMUNE 200908 0.010772 0.000000

UBIDECARENONE

200011 12.191030 0.000278

RECHARJE 200805 0.126845 0.000003

GLUCOSAMINE SULFATE

199908 11.216770 0.000256

CARTILAMINE 200101 0.393062 0.000009

LOSARTAN POTASSIUM SALT + RAMIPRIL

200204 10.599097 0.000242

RAMIZYL 200406 0.000010 0.000000

VANCOMYCIN HYDROCHLORIDE

199807 8.429188 0.000192

VANCOTROY 201005 0.005192 0.000000

DICLOFENAC SODIUM SALT + RABEPRAZOLE SODIUM SALT

200505 8.167857 0.000186

DYNAPAR PPI 200610 0.002880 0.000000

ALENDRONIC ACID SODIUM SALT

199711 8.035890 0.000183

BIFOSA 200101 0.861922 0.000020


CHONDROITINSULFURIC ACID + GLUCOSAMINE SULFATE

200003 7.765596 0.000177

CARTILAMINE-

FORTE 200101 0.650610 0.000015

OCTREOTIDE ACETATE

199809 6.750363 0.000154

OCTOTIDE 200911 0.053932 0.000001

PROPOFOL

199810 6.663653 0.000152

TROYPOFOL 200904 0.285469 0.000007

KETAMINE HYDROCHLORIDE

0 5.736350 0.000131

KETAMAX 200101 0.026880 0.000001

DOBUTAMINE HYDROCHLORIDE

199611 5.681393 0.000130

DOBUCIN 200101 0.951578 0.000022

BUPIVACAINE HYDROCHLORIDE

0 5.497566 0.000125

BUPITROY 200911 0.009403 0.000000

SOYA ISOFLAVONES

200206 5.352522 0.000122

PHYTOGEN 200206 0.000273 0.000000

ACICLOVIR SODIUM SALT

199008 5.346163 0.000122

VIR 200101 0.102257 0.000002

DICLOFENAC SODIUM SALT + THIOCOLCHICOSIDE

200901 5.209864 0.000119

DYNAPAR-MR 200903 1.284445 0.000029

RITODRINE HYDROCHLORIDE

199602 4.803806 0.000110

RITODINE 200101 0.015396 0.000000

MIDAZOLAM HYDROCHLORIDE

199704 4.408929 0.000101

BENZOSED 200101 0.119093 0.000003

ATRACURIUM BESILATE

199203 4.157743 0.000095

TROYCURIUM 200910 0.095175 0.000002

HEPARIN

200101 3.979119 0.000091

NUPARIN 200101 0.279226 0.000006

HYDROCHLOROTHIAZIDE + LOSARTAN POTASSIUM SALT +

RAMIPRIL

200308 3.743662 0.000085

RAMIZYL-H 200406

0.000000

PYRIDOSTIGMINE BROMIDE

199408 3.729749 0.000085

TROSTIGMIN 200903 0.034046 0.000001

VITAMIN E

199608 3.667860 0.000084

AQUA-E 200202 0.001038 0.000000

CHROMIUM + COLECALCIFEROL + FOLIC ACID + NICOTINAMIDE + PANTOTHENIC ACID CALCIUM

SALT+ PYRIDOXINE HYDROCHLORIDE + RETINOL +

RIBOFLAVIN + THIAMINE HYDROCHLORIDE + VITAMIN E

200108 3.661580 0.000084


MS%

RECHARJE PLUS 200108 3.661580 0.000084

OXYBUTYNIN HYDROCHLORIDE

199811 3.259504 0.000074

OXYBUTIN 200101

0.000000

CALCITRIOL + CALCIUM + ZINC SULFATE

200607 3.225528 0.000074

TROYCAL CT 200806 1.197782 0.000027

DOPAMINE HYDROCHLORIDE

0 2.242898 0.000051

DOPAMINE 200101 0.286056 0.000007

DOPACIN 200910 0.119345 0.000003

SERENOA REPENS EXTRACT

200009 2.039510 0.000047

NORMAPROST 200101 0.205917 0.000005

EZETIMIBE

200312 1.902212 0.000043

MIBE 200506 0.000162 0.000000

AMOXICILLIN SODIUM SALT

199606 1.610596 0.000037

OPTIMOX 200101 0.017117 0.000000

NICOTINIC ACID

200011 1.440034 0.000033

NIATROY 201004 0.001817 0.000000

AMLODIPINE BESILATE + ATORVASTATIN CALCIUM SALT

200403 1.287568 0.000029

LESSTROL-AM 200408

0.000000

PRALIDOXIME CHLORIDE

199512 1.190347 0.000027

NEOPAM 200101 0.180968 0.000004

BENFOTIAMINE + FOLIC ACID + INOSITOL + MECOBALAMIN +

PYRIDOXINE HYDROCHLORIDE+ THIOCTIC ACID

200704 1.167363 0.000027

NUROTROY-AL 200906 0.190063 0.000004

TROYNURON-AL 200912 0.176909 0.000004

CHOLINE SALICYLATE

200012 1.143080 0.000026

TESS CS 201005 0.003801 0.000000

VALETHAMATE BROMIDE

198702 1.081273 0.000025

OSDIL 200101 0.007531 0.000000

OMEPRAZOLE MAGNESIUM SALT

200009 1.016300 0.000023

OMEZOLE 200201 0.011515 0.000000

ETHACRIDINE LACTATE

198609 0.970169 0.000022

ABORTIL 200101 0.001048 0.000000

ADENOSINE

199708 0.887984 0.000020

TACHYBAN 200101 0.009288 0.000000

UBIDECARENONE + VITAMIN E

200011 0.669855 0.000015

RECHARGE 200101 0.612440 0.000014

BATROXOBIN

200101 0.568008 0.000013

REPTILASE 200101 0.568008 0.000013


BORON + CALCIUM CARBONATE + COLECALCIFEROL + COPPER + MAGNESIUM+ MANGANESE +

SOYA ISOFLAVONES + ZINC

200603 0.484584 0.000011

TROYCAL PLUS 200603 0.484584 0.000011

ISOFLURANE

200304 0.440092 0.000010

ISOTROY 200912 0.023544 0.000001

DOCOSAHEXANOIC ACID + EICOSAPENTAENOIC ACID +

VITAMIN E ACETATE

199807 0.439329 0.000010

AQUA-E OMEGA 200310 0.001771 0.000000

SOLU-E 200703

0.000000

PANCURONIUM BROMIDE

198310 0.430847 0.000010

PANURON 200101 0.009864 0.000000

SUXAMETHONIUM CHLORIDE

200007 0.401556 0.000009

SUCCINYL CHOLINE

200101

0.000000

SELENIUM + UBIDECARENONE + VITAMIN E ACETATE

200706 0.384581 0.000009

RECHARJE FORTE 200706 0.384581 0.000009

ASCORBIC ACID + COLECALCIFEROL + COPPER

SULFATE + MANGANESE SULFATE + NICOTINAMIDE+ PANTOTHENIC

ACID CALCIUM SALT + RETINOL ACETATE + RIBOFLAVIN +

UBIDECARENONE + VITAMIN E

200703 0.269549 0.000006

MITO PLUS 200703 0.269549 0.000006

POLIDOCANOL

200502 0.223656 0.000005

TROYDOCA 200909 0.000871 0.000000

LIDOCAINE

199709 0.143975 0.000003

XYNOVA 200903 0.031690 0.000001

FENTANYL CITRATE

199810 0.104798 0.000002

TROFENTYL 200101 0.104798 0.000002

ROFECOXIB

198809 0.077436 0.000002

ROFEZ 200101

0.000000

NALOXONE HYDROCHLORIDE

200101 0.057779 0.000001

NARCOTAN 200101 0.050026 0.000001

NITROPRUSSIDE SODIUM SALT

200101 0.054660 0.000001

PRUSIDE 200101 0.006884 0.000000

APROTININ

199709 0.048874 0.000001

HAEMAPROT 200511 0.006058 0.000000

Molecule_Desc BRANDS PROD_LNCH MAT JUN'10

MAT JUN'10 MS%

ARMENIACA VULGARIS OIL + CALOTROPIS GIGANTEA +

CAMPHOR + CURCUMA LONGA + PONGAMIA PINNATA+ SOLANUM

XANTHOCARPUM EXTRACT

200609 0.019516 0.000000

HERBAVATE 200609 0.019516 0.000000

CHLORZOXAZONE + DICLOFENAC SODIUM SALT

200112 0.006996 0.000000

ADMOL-MR 200112 0.002351 0.000000

BORON + CALCIUM CARBONATE + COLECALCIFEROL + COPPER + MAGNESIUM+ MANGANESE +

ZINC

200101 0.002382 0.000000

TROYCAL-FORTE 200101 0.002382 0.000000

CAFFEINE + CHLORAMPHENICOL + PARACETAMOL +

PHENYLPROPANOLAMINE HYDROCHLORIDE

200404 0.001420 0.000000

HISTANIL 200404 0.001420 0.000000

DROPERIDOL

200101

0.000000

DROPEROL 200101

0.000000

SELENIUM DIOXIDE + UBIDECARENONE + VITAMIN E

200704

0.000000

MITO 200704

0.000000

3.2.7) RESEARCH AND DEVELOPMENT

Troikaa is crowned with the prestigious Department of Scientific and Industrial Research (DSIR),

National Award for R & D efforts in Industry (2008), for developing Dynapar AQ 75mg/1ml.

It spends around 20% of its profit for research and development of new molecules and Novel

drug delivery system.

3.2.8) CHALLENGES AND COMPETITION

Troikaa Pharmaceutical mainly focuses on Novel Drug Delivery Systems (NDDS). The company

firmly believes in providing superior therapeutic benefits by improvising the formulations

through Innovative Technologies.

3.2.9) INNOVATIVE TECHNOLOGIES

The company's strength lies in its research and formulation development, which has resulted in

the development of proprietary technology platforms like Aquatech (painless administration of

drugs), Lipisol (enables oily formulation to become water miscible), Matrix (sustained release of

small amounts of active ingredient over an extended period of time from the tablet), etc.

It is through constant R&D that the company could develop Dynapar AQ 1 ml, which is the

world's first ever painless diclofenac injection. The company enjoys patent of Dynapar 1 ml, the

only 1 ml Diclofenac injection, in more than 20 countries; other countries would soon follow.

(Patent filed in 99 countries).

3.2.10) ACCREDITATIONS

WHO - GMP

ISO 9001:2000

DRDE (Defense Research & Development Establishment)

DSIR (Department of Scientific & Industrial Research): Recognition of In-house R & D Unit.

Troikaa is crowned with the prestigious DSIR National Award for R & D efforts in Industry (2008)

Group-1: Physical & Biological Sciences, for developing Dynapar AQ 75mg/1ml - The only

75mg/1ml Diclofenac Injection.

FGI (Federation of Gujarat Industries) conferred Award for Excellence in recognition of

innovative approach in development of Dynapar AQ 75mg/1ml.

3.2.11) INTERNATIONAL BUSINESS

Troikaa Pharmaceutical products are exported to more than 60 countries and this list continues

to grow month after month. The company has more than 350 registrations worldwide and this

number will increase to 750 in next 12 months.

3.2.12)EXPANSION PLANS

Troikaa Pharmaceutical has signed a MOU with Government of Gujarat during Vibrant Gujarat

Global Investor Summit 2009. Troikaa will be establishing a project under Biotechnology, Anti-

cancer / Hormones and Steroids in an area spanning 65 acres land at Sanand District,

Ahmedabad, Gujarat.

The company has chalked out plans to invest Rs.141 crores with the object of expanding its

manufacturing capacity as well as to set up state-of-the-art facilities for various Novel Drug

Delivery Systems.

The size of the domestic sales team will be increased from the present 750 to about 2000 by the

year 2012. Troikaa will also set up a facility to manufacture biotechnology products. Their R&D

centre is accredited by Department of Scientific and Industrial Research (DSIR) affiliated to The

Ministry of Science and Technology.

4) INTERNSHIP PROJECT DETAILS

4.1) TITLE

Research Proposal for Market Survey of Azithromycin and Amoxicillin with Clavulanic Acid

4.2) RESEARCH OBJECTIVES

1) To find out in which indication doctors prescribe Azithromycin and Amoxicillin with Clavulanic Acid.

2) To find out in which indication doctors prescribe Amoxicillin with Clavulanic acid extended release 1 gm tablet.

3) To find out pricing of top 15 brands of these molecules.

4) To find out substitute brands of these molecules at retail level.

5) To find out market share of top 15 brands of these molecules in Ahmedabad Medicine market.

6) To find out promotional schemes given to chemists.

4.3) RESEARCH METHOD

Data required Data Source Data collection tool To find out in which indication doctors prescribe Azithromycin

and Amoxicillin with Clavulanic Acid.

To find out in which indication doctors prescribe Amoxicillin with Clavulanic acid Sustain release 1 gm tablet.

Doctors Questionnaire

To find out market share of top 15 brands of these molecules in Ahmedabad Medicine market.

Dealers Questionnaire

To find out pricing of top 15 brands of these molecules.

To find out substitute brands of these molecules at retail level.

To find out promotional schemes given to chemists.

Chemists Questionnaire

4.4) SAMPLING DESIGN

Sample units : Chemists, Dealers, doctors

Sample size : 150 Retailer : 100 Dealer : 25 Doctors : 25

Sampling process : Convenience Sampling

4.5) DATA ANALYSIS

4.5.1) TO FIND OUT IN WHICH INDICATION DOCTORS PRESCRIBE AZITHROMYCIN AND AMOXICILLIN WITH CLAVULANIC ACID.

4.5.1.1) INDICATIONS IN WHICH DOCTORS PRESCRIBE AZITHROMYCIN

Indication

Pneumonia – particularly legionnaires

Chlamydia trachomatis

Donovanosis

Chaneroid & urethritis

Mostly used

Dry cough

Throat pain

Difficulty in deglutination

4.5.1.2) INDICATIONS IN WHICH DOCTORS PRESCRIBE AMOXICILLIN WITH CLAVULANIC ACID

Indication

Skin & soft tissue infection

Intra abdominal & gynecological sepsis

Urinary tract , biliary & respiratory tract infection

Gonorrhea

4.5.2) TO FIND OUT IN WHICH INDICATION DOCTORS PRESCRIBE AMOXICILLIN WITH CLAVULANIC ACID EXTENDED RELEASE 1 GM TABLET.

4.5.2.1) Indication for Amoxicillin with Clavulanic Acid extended release 1gm tablet

Skin & soft tissue infection

Intra abdominal & gynecological sepsis

Urinary tract , biliary & respiratory tract infection

Gonorrhea

There is no difference between the indications of Amoxicillin with Clavulanic acid tablet and it’s

extended release tablet.

4.5.3) TO FIND OUT MARKET SHARE OF TOP 15 BRANDS OF AZITHROMYCIN AND AMOXICILLIN WITH CLAVULANIC ACID IN AHMADABAD MEDICINE MARKET

4.5.3.1) MARKET SHARE OF TOP 15 BRANDS OF 250MG AZITHROMYCIN

Azithromycin - 250 mg

Sr no.

Company name

Brand name Strength Total strips per

month Market

share (%)

1 Alembic Azithral 250mg 1599 19.84

2 Cadila

(lesante) Zycin 250mg 1090 13.53

3 Unison Uthral 250mg 1035 12.84

4 Cipla Azee 250mg 800 9.93

5 Ipca Azibact 250mg 770 9.55

6 Torrent Macrotar 250mg 680 8.44

7 Mankind Zady 250mg 645 8.00

8 Wockhardt Aziwok 250mg 535 6.64

9 Blue cross

(gold cross) Azibest 250mg 285 3.54

10 Helios Ronin 250mg 285 3.54

11 Cipla Azimax 250mg 95 1.18

12 Fdc (lumina) Zathrin 250mg 90 1.12

13 Ipca Azifast 250mg 75 0.93

14 Indoco (spade) Atm 250mg 60 0.74

15 Sanofl aventis Rulide-az 250mg 15 0.19

Total 8059 100

FINDING: From the graph, we can find that the market leader for 250mg Azithromycin in Ahmadabad market is

Azithral belongs to Alembic Pharmaceutical which has approximate 20% market share. Second brand is

Zycin from Cadila pharmaceutical and Uthral from Unison which have cover 13% market share each.

While Azee from Cipla pharmaceutical and Azibact from IPCA have covered around 10% market share

each.

AZITHRAL (ALEMBIC)20%

ZYCIN (CADILA)13%

UTHRAL (UNISON)13%AZEE (CIPLA)

10%

AZIBACT (IPCA)10%MACROTAR

(TORRENT)8%

ZADY (MANKIND)

8%

AZIWOK (WOCKHARD)

7%

AZIBEST (BLUE CROSS)

3%

RONIN (HELIOS)4%

AZIMAX1%

ZATHRIN (FDC)

1%AZIFAST (IPCA)

1%

ATM1%

RULIDE-AZ (SANOFL AVENTIS)

0%

Market share of top 15 brands of 250mg Azithromycin

4.5.3.2) MARKET SHARE OF TOP 15 BRANDS OF 500MG AZITHROMYCIN

Azithromycin - 500mg

Sr

no.

Company

name Brand name Strength

Total strips per

month

Market

share (%)


2 Cadila



4 Cipla Azee 500mg 1125 10.66





9 Sanofl Aventis Rulide-az 500mg 668 6.33

10 Blue cross







Total 10557 100.00

FINDING:

From the graph, we can find that the market leader for 500mg Azithromycin is Azithral from Alembic

Pharmaceutical which has covered around 19% of Ahmedabad medicine market. Second one is Zycin

from Cadila Pharmaceutical with 13% market share and third brand is Uthral from Unison with 12%

market share.

AZITHRAL (ALEMBIC)19%

ZYCIN (CADILA)13%

UTHRAL (UNISON)12%

AZEE (CIPLA)11%

AZIBACT (IPCA)7%

MACROTAR (TORRENT)

7%

ZADY (MANKIND)

7%

AZIWOK (WOCKHARD)

7%

RULIDE-AZ (SANOFL AVENTIS)

6%

AZIBEST (BLUE CROSS)4%

RONIN (HELIOS)3% AZIMAX

(CIPLA)1%

ZATHRIN (FDC)1% ATM

(INDOCO)1%

AZIFAST (IPCA)1%

Market share of top 15 brands of 500mg Azithromycin

4.5.3.3) MARKET SHARE OF TOP 15 BRANDS OF AMOXICILLIN 625MG WITH CLAVULANIC ACID

Amoxicillin with Clavulanic acid - 625mg

Sr no.

Company name


month Market

share in %

1 Gsk Augmentin

duo 625mg 948 32.38

2 Mankind Moxikind-cv 625mg 620 21.17

3 Cipla Advent 625mg 235 8.03

4 Alkem Clavam 625mg 181 6.18

5 Ranbaxy

(stancare) Enhacin 625mg 135 4.61

6 Ranbaxy (rexcel)

Moxclav-bd 625mg 133 4.54

7 Fdc (lumina) Flemiclav 625mg 126 4.30

8 Piramal hc Fightox 625mg 107 3.65

9 Alembic Megaclav 625mg 105 3.59

10 Intas Megamentin 625mg 97 3.31

11 Cadila (le

sante) Symbiotik-xl 625mg 86 2.94

12 Abbort Nuclav duo 625mg 62 2.12

13 Dr. Reddy Clamp 625mg 39 1.33

14 Novartis Curam 625mg 36 1.23

15 Zuventus Augpen 625mg 18 0.61

Total 2928 100.00

FINDING From the graph, we can find that around 61% market of 625mg Amoxicillin with Clavulanic acid

combination is covered by only 3 brands in which 32% market is covered by Augmentin Duo which is

belong to GSK and 21% market is covered by Moxikind-cv from Mankind Pharmaceutical and 8% market

is covered by Advent from Cipla Pharmaceutical.

AUGMENTIN DUO (GSK)32%

MOXIKIND-CV (MANKIND)

21%

ADVENT (CIPLA)8%

CLAVAM (ALKEM)6%

ENHACIN (RANBAXY)

5%

MOXCLAV-BD

(RANBAXY)5%

FLEMICLAV (FDC)

4%

FIGHTOX (PIRAMAL

HC)4%

MEGACLAV (ALEMBIC)

4%

MEGAMENTIN3%

SYMBIOTIK-XL (CADILA)

3%NUCLAV

DUO (ABBORT)

2%

CLAMP (DRL)1%

CURAM (NOVARTIS)1%

AUGPEN (ZUVENTUS)1%

Market share of top 15 brands of Amoxiciilin 625mg with Clavulanic acid


Amoxicillin with Clavulanic acid

Sr no.

Company name


month Market

share in %

1 Gsk Augmentin

duo 875mg 665 27.18








9 Ranbaxy


10 Ranbaxy Moxclav-bd 875mg 100 4.09


12 Cadila (le





Total 2447 100.00

FINDING

From the graph, we can find that market leader for 875mg Amoxicillin with Clavulanic acid combination

is Augmentin Duo with 27% market share in Ahmedabad. Second one is Moxikind from Mankind with

10% market share and third one is Megamentin from Intas pharmaceutical with 9% market share. Here

Advent from Cipla pharmaceutical and Fightox from Piramal Healthcare are on 4th position with 8%

market share each.


MOXIKIND-CV

(MANKIND)10%

MEGAMENTIN (INTAS)

9%ADVENT (CIPLA)

8%

FIGHTOX (PIRAMAL HC)

8%

NUCLAV DUO (ABBORT)

6%

CLAVAM (ALKEM)

6%

FLEMICLAV (FDC)

5%

ENHACIN (RANBAXY)

5%

MOXCLAV-BD (RANBAXY)

4%

CURAM (NOVARTIS)4%

SYMBIOTIK-XL (CADILA)

3%

MEGACLAV (ALEMBIC)

3%CLAMP (DRL)

1%AUGPEN

1%

Market share of top 15 brands of Amoxicillin 875mg with Clavulanic Acid



Sr no.

Company name


month Market share

1 Gsk Augmentin

duo 1000mg 535 37.62




5 Ranbaxy (rexcel)


6 Ranbaxy




9 Cadila (le








Total 1422 100.00

* ALKEM CLAVAM

– XR 1000MG AMOXICILLIN + 62.5MG

CLAVULANIC AACID 174 STRIPS PER

MONTH

FINDING

From the graph, we can find that Augmenting duo from GSK is the market leader with 38% market share

while the second one is Clavam from Alkem Pharmaceutical with 11% market Share. Here their is huge

gap between market share of market leader and his first competitor. Advent from Cipla pharmaceutical

is on 3rd position with 10% market share. Here Clavam-XR is only available as extended release tablet

with 1000mg Amoxicillin and 62.5mg Clavulanic Acid and it is more preferred by physicians in compare

to Clavam tablet.


CLAVAM (ALKEM)11%

ADVENT (CIPLA)10%

MOXIKIND-CV (MANKIND)

10%

MOXCLAV-BD

(RANBAXY)8%

ENHACIN (RANBAXY)

5%

FIGHTOX (PIRAMAL HC)

5%

FLEMICLAV (FDC)

3%SYMBIOTIK-XL

(CADILA)2%

MEGACLAV (ALEMBIC)

2%

MEGAMENTIN (INTAS)

2%CLAMP (DRL)

2%

AUGPEN (ZUVENTUS)

1%

NUCLAV DUO

(ABBORT)1%CURAM

(NOVARTIS)0%

Market share of Top 15 brands of Amoxicillin 1000mg with Clavulanic Acid

4.5.4) TO FIND OUT PRICING OF TOP 15 BRANDS OF AZITHROMYCIN AND AMOXICILLIN WITH CLAVULANIC ACID

4.5.4.1) PRICING FOR AZITHROMYCIN

For Azithromycin

Sr. Brand name

Company name Price for 250mg

Azithromycin in Rs Price for 500mg

Azithromycin in Rs

Per strip (6 tablets per

strip) Per tablet

Per strip (3 tablets per

strip)

Per tablet

1 Azithral Alembic 85 14.17 85 28.33

2 Zycin Cadila (le sante) 63.1 10.52 63.1 21.03

3 Uthral Unison 42.75 7.13 42.75 14.25

4 Azee Cipla 59 9.83 59 19.67

5 Azibact Ipca 52 8.67 52 17.33

6 Macrotar Torrent 72 12.00 72 24.00

7 Zady Mankind 51 8.50 43.5 14.50

8 Aziwok Wockhardt 84.25 14.04 84.25 28.08

9 Azibest Blue cross (gold cross) 53.4 8.90 52.4 17.47

10 Ronin Helios 68 11.33 65 21.67

11 Azimax Cipla 58.85 9.81 58.85 19.62

12 Zathrin Fdc (lumina) 54 9.00 53 17.67

13 Azifast Ipca 55 9.17 55 18.33

14 Atm Indoco (spade) 81 13.50 77 25.67

15 Rulide-az Sanofl Aventis 70 11.67 70 23.33

4.5.4.2) PRICING FOR AMOXICILLIN WITH CLAVULANIC ACID

Sr. Brand name Company

name for 625mg Amoxicillin with Clavulanic acid

For 875mg Amoxicillin with Clavulanic acid


Per strip

Per tablet

Per strip Per

tablet Per strip Per tablet

1 Augmentin

duo Gsk

241.2 (6 tabs per strip)

40.2 219.58 (4 tabs per

strip) 54.86

230.5 (4 tabs per

strip) 57.625

2 Moxikind-cv Mankind 113 ( 6 tabs

per strip) 18.83

149.7 (6 tabs per

strip) 24.95

160 ( 6 tabs per strip)

26.67

3 Advent Cipla 170 (6 tabs per strip)

28.33 204.5 (4 tabs per

strip) 51.13

240 (4 tabs per strip)

60

4 Clavam Alkem 199 ( 10 tabs

per strips) 19.9

249.5 (10 tabs per

strip) 24.95


29

5 Enhancin Ranbaxy

(stancare) 176 (8 tabs per strip)

22 509.10 (10

tabs per strip)

50.91 280 ( 4 tabs

per strip) 70

6 Moxclav-bd Ranbaxy (rexcel)

402.99 (10 tabs per

strip) 40.3

249.6 (6 tabs per

strip) 41.6


48

7 Flemiclav Fdc

(lumina) 94 ( 6 tabs per strip)

15.67 149.4 (6 tabs per

strip) 24.9

199.6 (6 tabs per

strip) 33.27

8 Fightox tab Piramal hc 71.4 ( 6 tab

per strip) 11.9

113.7 (6 tabs per

strip) 18.95

180 ( 6 tabs per strip)

30

9 Megaclav Alembic 240 ( 10 tabs

per strip) 24

299.60 (10 tabs per

strip) 29.96


35

10 Megamentin Intas 210 ( 6 tabs

per strip) 35


60 279.70 (4 tabs per

strip) 69.93

11 Symbiotik-xl Cadila (le

sante) 119 ( 6 tabs

per strip) 19.83


28.33 199.70 (6 tabs per

strip) 33.28

12 Nuclav duo Abbortt 205.9 ( 6 tabs

per strip) 34.32

179.60 (4 tabs per

strip) 44.9

199.6 ( 4 tabs per

strip) 49.9

13 Clamp Dr. Reddy’s 272 ( 6 tabs

per strip) 45.33


51.67 410 (6 tabs per strip)

68.33

14 Curam Novartis 380 ( 10 tabs

per strip) 38


45 203 ( 4 tabs

per strip) 50.75

15 Augpen Zuventus 224 ( 6 tabs

per strip) 37.33

281.2 (6 tabs per

strip) 46.87


50

* CLAVAM - XR ALKEM NA NA NA NA 289.55 (10 TAB/STRIP)

28.95

4.5.5 ) TO FIND OUT SUBSTITUTE BRANDS OF AZITHROMYCIN AND AMOXICILLIN WITH CLAVULANIC ACID AT RETAIL LEVEL

4.5.5.1) SUBSTITUTE BRAND FOR AZITHROMYCIN MOLECULE AT RETAIL LEVEL

Azithromycin

Brand name Company Frequency (out

of 100)

Azithral Alembic 87

Zady Mankind 73

Uthral Unison 61

Azee Cipla 54

FINDING

From the graph, we can find that highly prefer substitute brands for Azithromycin at Retail level are

Azithral, Zady, Uthral and Azee. In which 87% retailer prefers Azithral, 73% retailer prefers Zady, 61%

retailer prefers Uthral and 54% retailer prefer Azee as substitute brands for Azithromycin.

0

10

20

30

40

50

60

70

80

90

AZITHRAL (ALEMBIC)

ZADY ( MANKIND)

UTHRAL ( UNISON)

AZEE ( CIPLA)

8773

61 54

Highly prefer substitute brands for Azithromycin at retail level

FREQUENCY (OUT OF 100)

4.5.5.2) SUBSTITUTE BRAND FOR AMOXICILLIN WITH CLAVULANIC ACID


Brand name Company Frequency (out

of 100)

Augmentin duo Gsk 93

Moxikind - cv Mankind 78

Clavam Alem 69

Enhacin Ranbaxy

(stancare) 47

FINDING

From the graph, we can find that highly prefer brands by retailer for combination of Amoxicillin with

Clavulanic Acid are Augmenting Duo from GSK with 93% preference, 78% retailer prefer Moxikind-CV

from Mankind, 69% retailer prefer Clavam from Alkem Pharmaceutical and 47% retailer prefer Enhacin

belongs to Ranbaxy.

0

20

40

60

80

100

AUGMENTIN DUO (GSK)

MOXIKIND -CV

(MANKIND)

CLAVAM (ALKEM)

ENHACIN (RANBAXY)

9378 69

47

Highly prefer Substitute brands of combination of Amoxicillin with Clavulanic

Acid at Retail level

Frequency (out of 100)

4.5.6) TO FIND OUT PROMOTIONAL SCHEMES GIVEN TO CHEMISTS

4.5.6.1) PROMOTIONAL SCHEMES GIVEN TO CHEMISTS FOR AZITHROMYCIN MOLECULE

For Azithromycin

Sr. Brand name Company name For 250mg

Azithromycin For 500mg

Azithromycin

Unit in strip In % Unit in strip In %

1 Azithral Alembic 11+1 9.09 11+1 9.09

2 Zycin Cadila (le sante) No scheme 0 No scheme 0

3 Uthral Unison No scheme 0 No scheme 0

4 Azee Cipla 4+1 25 4+1 25

5 Azibact Ipca 9+1 11.11 9+1 11.11

6 Macrotar Torrent No scheme 0 No scheme 0

7 Zady Mankind 5+1 20 5+1 20

8 Aziwok Wockhardt 10+1 10 10+1 10

9 Azibest Blue cross (gold

cross) No scheme 0 No scheme 0

10 Ronin Helios No scheme 0 No scheme 0

11 Azimax Cipla 4+1 25 4+1 25

12 Zathrin Fdc (lumina) 9+1 11.11 9+1 11.11

13 Azifast Ipca No scheme 0 No schem 0

14 Atm Indoco (spade) 9+1 11.11 9+1 11.11

15 Rulide-az Sanofl aventis No scheme 0 No scheme 0

4.5.6.2) PROMOTIONAL SCHEMES GIVEN TO CHEMISTS FOR AMOXICILLIN WITH CLAVULANIC ACID MOLECULE

For Amoxicillin with Clavulanic acid

Sr. Brand name Company name For 625mg




Unit in strip In %

Unit in strip

In % Unit in

strip In %

1 Augmentin

duo Gsk 5+1 20 5+1 20 5+1 20

2 Moxikind-cv Mankind 11+1 9.09 11+1 9.09 11+1 9.09

3 Advent Cipla 9+1 11.11 9+1 11.11 9+1 11.11

4 Clavam Alkem 5+1 20 5+1 20 5+1 20

5 Enhancin Ranbaxy

(stancare) No scheme 0

No scheme

0 No

scheme 0

6 Moxclav-bd Ranbaxy (rexcel)

No scheme 0 No

scheme 0

No scheme

0

7 Flemiclav Fdc (lumina) 9+1 11.11 9+1 11.11 9+1 11.11

8 Fightox tab Piramal hc No scheme 0 No

scheme 0

No scheme

0

9 Megaclav Alembic 5+1 20 5+1 20 5+1 20

10 Megamentin Intas No scheme 0 No

scheme 0

No scheme

0

11 Symbiotik-xl Cadila (le sante) No scheme 0 No

scheme 0

No scheme

0

12 Nuclav duo Abbortt No scheme 0 No

scheme 0

No scheme

0

13 Clamp Dr. Reddy’s 5+1 20 5+1 20 5+1 20

14 Curam Novartis No scheme 0 No

scheme 0

No scheme

0

15 Augpen Zuventus 5+1 20 5+1 20 5+1 20

* CLAVAM – XR

ALKEM NA NA NA NA 5+1 20

4.6) LIMITATIONS OF SURVEY

This survey is conducted in limited area in Ahmadabad.

The findings in this study are purely dependent on the answers of the respondents.

The information recorded is based on the opinion and reactions of the respondents as on

the date of research.

5) CONCLUSION

5.1 Indication

5.1.1 Azithromycin is mostly used for throat infection, dry cough and difficulty in

deglutination.

5.1.2 Combination of Amoxicillin with Clavulanic Acid is mostly used for Urinary tract, biliary &

respiratory tract infection.

5.2 Amoxicillin with Clavulanic Acid extended release 1gm tablet is also prescribe for the same

indication of Amoxicillin with Clavulanic acid combination.

5.3 There is marketable price difference between the brands of same molecules for same strength.

Uthral from Unison is the cheapest brand compare to all other brands of Azithromycin. Fightox

from Piramal Healthcare is the cheapest compare to all other brands of 625mg Amoxiciilin with

Clavulanic Acid and 857mg Amoxicillin with Clavulanic Acid while Moxikind-CV is the cheapest

brand compare to all other brands of 1000mg Amoxicillin with Clavulanic Acid.

5.4 Most prefer substitute brand for Azithromycin at retail level is Azithral from Alembic

pharmaceutical while for Amoxicillin and Clavulanic acid combination, most prefer substitute

brand at retail level is AUGMENTIN DUO from GSK.

5.5 Market leader for Azithromycin molecule for 250mg as well as 500mg strength is Azithral

which is brand of Alembic pharmaceutical and Market leader for Amoxicillin with Clavulanic

Acid combination is Augmentin Duo from GSK in strength of 625mg, 875mg and 1000mg

Amoxicillin. In Extended release tablet only Clavam – XR is available with 1000mg Amoxicillin

and 62.5mg Clavulanic Acid. Clavam – XR is brand of Alkem pharmaceutical.

5.6 In Azithromycin, maximum margin to retailer is 25% given by Cipla pharmaceutical on AZEE and

AZIMAX. In Amoxicillin with Clavulanic Acid combination, maximum margin to retailer is 20%

given by GSK on Augmentin Duo, on Clavam and Clavam-XR by Alkem pharmaceutical, on

Megaclav by Alembic Pharmaceutical, on Clamp by DRL and on Augpen by Zuventus.

6) RECOMMENDATION

From the findings 4.5.3.1, 4.5.3.2, 4.5.6.1 of this report, I recommend Troikaa pharmaceutical

Ltd that if they want to enter in the Azithromycin molecule market than they have to keep

packing size 6 tablet per strip for 250mg strength and 3 tablet per strip for 500mg strength and

have to provide 25% margin to chemist to give good competition to market leader.

From the findings 4.5.3.3 – 4.5.3.5, 4.5.6.2 of this report, I recommend that there is only one

player in Amoxicillin with Clavulanic Acid 1000mg Extended release tablet and so it can be

potential market for Troikaa Pharmaceutical Ltd if they enter in this market providing 20%

margin to chemist with price of Rs 289 for 10 tablet per strip.

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http://www.merck.com/finance/annualreport/ar2004/pdf/Merck_2004_AR_FinSec.pdf

38) Pharmaceutical Research and Manufacturers of America (PhRMA).“Pharmaceutical Industry

Profile 2004” (Washington, DC: PhRMA, 2004)

39) (Wyeth Annual Report 2003) date - 12.08.2010

http://media.corporate-ir.net/media_files/irol/78/78193/reports/AR03/WyethAR03.pdf

8) ANNEXURE

ANNEXURE 8.1) RESEARCH PROPOSAL

Research Proposal for Market Survey of

Azithromycin and Amoxicillin with Clavulanic Acid

For

Troikaa Pharmaceutical

Prepared By

Mitesh Shah (Roll No. 31)

Under guidance of

Ms. Gayatri Yadav (Product Executive, Troikaa Pharmaceutical)

Dr. Raashid Saiyed (Professor, Stevens Business School)

TITLE

Research Proposal for Market Survey of Azithromycin and Amoxicillin with Clavulanic Acid

RESEARCH OBJECTIVES

1. To find out in which indication doctors prescribe Azithromycin and Amoxicillin with

Clavulanic Acid.

2. To find out in which indication doctors prescribe Amoxicillin with Clavulanic acid Sustain

release 1 gm tablet.

3. To find out pricing of available brands of these molecules.

4. To find out substitute brands of these molecules at retail level.

5. To find out market share of top 15 brands of these molecules in Ahmedabad Medicine

market.

6. To find out promotional schemes given to chemists.

RESEARCH METHOD

Data required Data Source Data collection tool

To find out in which indication doctors prescribe Azithromycin and Amoxicillin with Clavulanic Acid.

To find out in which indication doctors prescribe Amoxicillin with Clavulanic acid Sustain release 1 gm tablet.

Doctors Questionnaire

To find out pricing of available brands of these molecules.

To find out substitute brands of these molecules at retail level.

To find out promotional schemes given to chemists.

Chemists Questionnaire

To find out market share of top 15 brands of these molecules in Ahmedabad Medicine market.

Dealers Questionnaire

SAMPLING DESIGN

Target population : Chemists, Dealers, doctors

Sampling techniques : Convenience Sampling

Total sample size : 150 Retailer : 100 Dealer : 25 Doctors : 25

TIME SCALE

Sr. No. Function Days

1 Finalize objectives 1st to 5th July 2010

2 Derive research objectives 6th to 15th July 2010

3 Develop questionnaire 16th and 17th July 2010

4 Pilot test and revise questionnaire 18th and 19th July 2010

5 Administer questionnaire 20th to 28th July 2010

6 Enter data into computer 29th July to 2th August 2010

7 Analyze data 3th July to 6st August 2010

8 Submit to guide and await for feedback 7th to 9th August 2010

9 Revise draft and format for submission 10th to 13th August 2010

10 Print and bind 14th August 2010

11 Submission 15th August 2010

RESOURCES

Transportation expenses for market survey for fill up of questionnaire.

Stationary expenses for printing of questionnaire and report and binding of report.

REFERENCES

Research Methods for Business Students (3rd Edition) by Mark Saunders, Philip Lewis and Adrian

Thornhill (2007), Dorling Kindersley (India) Pvt Ltd, New Delhi

Marketing: An Introduction (7th Edition) by Armstrong and Philip Kotler (2005), Dorling

Kindersley (India) Pvt Ltd, New Delhi.

PROPOSAL APPROVED BY

Company Guide: __________________________________________

Academic Guide: __________________________________________

ANNEXURE 8.2) QUESTIONNAIRE

Doctors

Objective: To find out in which indication doctors prescribe Azithromycin and amoxicillin with

Clavulanic acid both.

Question 1: For which indication doctors prescribe Azithromycin?

Answer 1:

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

Question 2: For which indication doctors prescribe Amoxicillin with Clavulanic acid?

Answer 2:

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

Objective: To find out in which indication Amoxicillin with Clavulanic Acid 1gm Sustain Release

medicine is prescribe.

Question 3: For which indication doctors prescribe Amoxicillin with Clavulanic acid 1gm Sustain

release medicine?

Answer 3:

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

Chemists

Objective: To find out pricing of top 15 brands of Azithromycin and Amoxicillin with Clavulanic

acid

For Azithromycin:

Sr. Brand Name Company Name Price for 250mg

Azithromycin per Strip

Price for 500mg

Azithromycin per Strip

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

For Amoxicillin with Clavulanic acid:

Sr. Brand Name Company

Name

Price for 625mg

Amoxicillin with

Clavulanic acid per

Strip

Price for 875mg

Amoxicillin with

Clavulanic acid per

Strip

Price for 1000mg

Amoxicillin with

Clavulanic acid per

Strip

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

Objective: To find out substitute brands of Azithromycin and Amoxicillin with Clavulanic acid at

retail level.

Question 1: Which brand chemist suggest in absence of physicians prescribes brands of

Azithromycin and Amoxicillin with Clavulanic acid?

Answer 1:

For Azithromycin: 1) _______________________________________

2) _______________________________________

3) _______________________________________

For Amoxicillin with Clavulanic acid: 1) _______________________________________

2) _______________________________________

3) _______________________________________

Objective: To find out promotional schemes given to chemists.

Question 2: What are the schemes given by dealer to chemist for particular brands?

Answer 2:

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

Dealer

Objective: To find out market share of top 15 brands of Azithromycin and Amoxicillin with

Clavulanic acid in Ahmadabad medicine market.

Question 1:

For Azithromycin:

Sr. Brand

Name

Company

Name Number of strips for 250mg

Azithromycin per week Number of strips for 500mg

Azithromycin per week

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

For Amoxicillin with Clavulanic acid:

Sr. Brand

Name

Company

Name

Number of strips for 625mg Amoxicillin with Clavulanic

acid per week

Number of strips for 875mg Amoxicillin with Clavulanic

acid per week

Number of strips for 1000mg Amoxicillin with Clavulanic acid

per Strip

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

Personal Information

Name of Chemist store / Dealer / Doctor:

Qualification of Doctors:

Address:

Nearer Area:

ANNEXURE 8.3) MARKET SHARE Azithromycin - 250 mg

Sr no.

Company name


month Market

share (%)


2 Cadila



4 Cipla Azee 250mg 800 9.93





9 Blue cross








Total 8059 100

Azithromycin - 500mg

Sr no.

Company name


month Market

share (%)


2 Cadila



4 Cipla Azee 500mg 1125 10.66






10 Blue cross







Total 10557 100.00

Amoxicillin with Clavulanic acid - 625mg

Sr no.

Company name


month Market

share in %

1 Gsk Augmentin

duo 625mg 948 32.38




5 Ranbaxy


6 Ranbaxy (rexcel)






11 Cadila (le






Total 2928 100.00


Sr no.

Company name


month Market

share in %

1 Gsk Augmentin

duo 875mg 665 27.18








9 Ranbaxy


10 Ranbaxy Moxclav-bd 875mg 100 4.09


12 Cadila (le





Total 2447 100.00


Sr no.

Company name


month Market share

1 Gsk Augmentin

duo 1000mg 535 37.62




5 Ranbaxy (rexcel)


6 Ranbaxy




9 Cadila (le








Total 1422 100.00

* ALKEM CLAVAM -

XR 1000MG AMOXICILLIN + 62.5MG

CLAVULANIC AACID 174 STRIPS PER

MONTH

ANNEXURE 8.4) LIST OF DOCTORS

DOCTORS NAMES

SR. NO. DOCTOR NAME SPECIALIZATION AREA

1 Dr.Kirit C Shah MD Maninagar

2 Dr.Mehul Shah MD Maninagar

3 Dr.Sandip I Shah MD Maninagar

4 Dr. Tulshi kedkar MD Maninagar

5 Dr. Shard Kedkar MD Maninagar

6 Dr. Nimesh Patel MD Wadaj

7 Dr. Navin patel MD Wadaj

8 Dr. Gunvan T Patel MD Wadaj

9 Dr. Jayesh Prajapati MD Wadaj

10 Dr. Hitesh Parekh MD Wadaj

11 Dr. Kamlesh Shah MD Amaraivadi

12 Dr. Subhash shah MD Amaraivadi

13 Dr. Jayant Shah MD Amaraivadi

14 Dr. Ashok Ghadhvi MD Amaraivadi

15 Dr. Vipul Patadia MD Amaraivadi

16 Dr. Navnit Shah MD Stadium

17 Dr. Bharat Shah MD Stadium

18 Dr. Madhusudan Parikh MD Stadium

19 Dr. Hiten Amin MD Stadium

20 Dr. Parag Shah MD Stadium

21 Dr. Harshad Ghandhi MD Doctor House

22 Dr. S. S Desai MD Doctor House

23 Dr.B.D joshi MD Doctor House

24 Dr. Sunil Mehta MD Doctor House

25 Dr. Jayesh Raval MD Doctor House

ANNEXURE 8.5) LIST OF DEALERS

DEALERS NAME

SR NO.

DEALER FOR AZITHROMYCIN

DEALER FOR AMOXICILLIN WITH CLAVULANIC ACID

1 SHAH DIST SHAH DIST

2 V.M.DISTR SHAH & COMPANY

3 MAHESH DIST YOGI ENTERPRISE

4 NEEL DIST DESAI DEALER

5 DEEGEN REMEDIES

DIST MANISH COR.

6 UNITY AGENCY KRISHNA WHOLSELLER

7 PAYAL AGENCY RELIEF CHEMIST

8 ALPHABET DIST PRATHNA SPECIALIST

9 PARAS DIST MONO CHEMIST

10 PRABHAT DIST MANISH MEDICAL

11 KETAKI AGENCY J.J PARIKH & BROS

12 MONO CHEMIST MAHARAJA MEDICAL

13 MANISH

CORPORATION RAJ WHOLESELLER

14 J.J. PARIKH &

BROTHERS MAHESH MEDICAL

15 MAHARAJA MEDICAL

DIST SONECHA AGENCIY

16 BELA DRUG CENTRE UNITY AGENCY

17 MEDICAL AGENCY PAYAL AGENCY

18 SHAH & KHOTHARI

BROTHERS ALPHABET DIST

19 YOGI ENTERPRISE PARAS DIST.

20 DESAI MEDICAL V.M. DIST

21 SHAH & COMPANY KETKI AGENCY

22 MANISH PVT. LTD DEEGEN REMEDIES

23 KRISHNA DIST PRABHAT PHARMA

24 RELIEF CHEMIST SIMPLEX PHARMA

25 PRATHNA SPECIALITIES NEEL DIST.

ANNEXURE 8.6) LIST OF RETAILER

CHEMIST STORE

SR. NO SHOP NAME AREA

1 MAHAVIR MEDICAL STORE AMARAIVADI

2 MILAN MEDICAL STORE AMARAIVADI

3 GIRISH MEDICAL STORE AMARAIVADI

4 SHRI KRISHNA MEDICAL STORE AMARAIVADI

5 AGRIVAL MEDICAL STORE AMARAIVADI

6 GOMATI MEDICAL STORE AMARAIVADI

7 NATARAJ MEDICAL STORE AMARAIVADI

8 LATANI MEDICAL STORE AMARAIVADI

9 ARUN MEDICAL STORE AMARAIVADI

10 SEVA MEDICAL STORE AMARAIVADI

11 FINE MEDICAL STORE AMARAIVADI

12 ANIK MEDICAL STORE AMARAIVADI

13 ANERI MEDICAL STORE AMARAIVADI

14 SAHARA MEDICAL STORE AMARAIVADI

15 DEV MEDICAL STORE CTM

16 NIRAV MEDICAL STORE CTM

17 SARAL MEDICAL STORE CTM

18 RICHA MEDICAL STORE CTM

19 SHRI MEDICAL STORE CTM

20 SAGAR MEDICAL STORE CTM

21 KRISHANA MEDICAL STORE CTM

22 SHRITARI MEDICAL STORE CTM

23 ARIHANT MEDICAL STORE CTM

24 BHAGYA LAXMI MEDICAL STORE CTM

25 PADAMAVATI MEDICAL STORE CTM

26 VISAT MEDICAL STORE CTM

27 ASHIRVAD MEDICAL STORE CTM

28 AAYUSH MEDICAL STORE CTM

29 AAVKAR MEDICAL STORE CTM

30 AVADHUT MEDICAL STORE CTM

31 SARATHI MEDICAL STORE CTM

32 RAMDEV MEDICAL STORE CTM

33 KRISHANA MEDICAL STORE GURUKUL

34 SUN MEDICAL STORE GURUKUL

35 POWER MEDICAL STORE GURUKUL

36 ARPITA MEDICAL STORE GURUKUL

37 SWAGAT MEDICAL STORE GURUKUL

38 SHETH MEDICAL STORE GURUKUL

39 JASMITA MEDICAL STORE HATKESHWAR

40 BAVESH MEDICAL STORE HATKESHWAR

41 LAXMI MEDICAL STORE HATKESHWAR

42 NAYANDA MEDICAL STORE HATKESHWAR

43 AADARSH MEDICAL STORE HATKESHWAR

44 SHIV MEDICAL STORE HATKESHWAR

45 AMBICA MEDICAL STORE HATKESHWAR

46 VARDHMAN MEDICAL STORE HATKESHWAR

47 APANA MEDICAL STORE HATKESHWAR

48 CHIRAG MEDICAL STORE HATKESHWAR

49 SATYAM MEDICAL STORE HATKESHWAR

50 MADHAV MEDICAL STORE HATKESHWAR

51 MATRI MEDICAL STORE HATKESHWAR

52 BANSHIDAR MEDICAL STORE HATKESHWAR

53 SHREYASH MEDICAL STORE MANINAGAR

54 NATRAJ MEDICAL STORE MANINAGAR

55 TAPAN MEDICAL STORE MANINAGAR

56 SHRIGESH MEDICAL STORE MANINAGAR

57 NARAYAN DAS MEDICAL STORE MANINAGAR

58 ARAND MEDICAL STORE MANINAGAR

59 APOLLOW MEDICAL STORE MANINAGAR

60 JAY MEDICAL STORE MANINAGAR

61 SHRINATA MEDICAL STORE MANINAGAR

62 M.NARANDASH MEDICAL STORE MANINAGAR

63 PALAK MEDICAL STORE MANINAGAR

64 ALAP MEDICAL STORE MANINAGAR

65 GAYATRI MEDICAL STORE MANINAGAR

66 URNATI MEDICAL STORE MANINAGAR

67 SANJAY MEDICAL STORE MANINAGAR

68 DEEPAK MEDICAL STORE STADIUM

69 HET MEDICAL STORE SURDHARA

70 SHREDHA MEDICAL STORE SURDHARA

71 DIGI MEDICAL STORE SURDHARA

72 SHUVIDHA MEDICAL STORE SURDHARA

73 S K PATEL MEDICAL STORE SURDHARA

74 NEELKANTH MEDICAL STORE SURDHARA

75 UMIYA MEDICAL STORE SURDHARA

76 CHICE MEDICAL STORE THALTEJ

77 ROYAL MEDICAL STORE THALTEJ

78 MADHAV MEDICAL STORE THALTEJ

79 DECENT MEDICAL STORE THALTEJ

80 JAYDEEP MEDICAL STORE THALTEJ

81 UDAY MEDICAL STORE THALTEJ

82 LAXMI MEDICAL STORE VADAJ

83 VIJAY MEDICAL STORE VADAJ

84 GANESH MEDICAL STORE VADAJ

85 ASHIRVAD MEDICAL STORE VADAJ

86 JANAK MEDICAL STORE VADAJ

87 PRIYA MEDICAL STORE VADAJ

88 SHIV MEDICAL STORE VADAJ

89 UMIYA MEDICAL STORE VADAJ

90 OMA MEDICAL STORE VADAJ

91 MAHAVIR MEDICAL STORE VADAJ

92 NEW GAYATRI MEDICAL STORE VADAJ

93 GAYATRI MEDICAL STORE VADAJ

94 WIN MEDICAL STORE VADAJ

95 SHRADHA MEDICAL STORE VADAJ

96 DARSHAN MEDICAL STORE VADAJ

97 VARDAYNI MEDICAL STORE VADAJ

98 NANDAM MEDICAL STORE VADAJ

99 PATEL MEDICAL STORE VADAJ

100 NAVKAR MEDICAL STORE VADAJ

9) REFLECTIVE NOTE ON INTERNSHIP

My summer internship project entitled “Market survey on Azithromycin and Amoxicillin with Clavulanic

Acid” in which I have to make research proposal for this project and get approval from my faculty and

company guide. After getting approval from my guides, I have prepared questionnaire for chemists,

dealers and doctors to collect data which are require completing the objectives of my project. When my

questionnaire is completed and gets approved, I first make pilot survey to know the major brands

available in market for my project molecules and after completion of my pilot survey I modified my

questionnaire. During my survey, I first select doctors to known the indications for these molecules and

than I selected dealers of these molecules and got the market share of these molecules from them. At

last, I approached chemists to know schemes given to them and price of top 15 brands of these

molecules. When I got complete market data for my project, I enter all the data to computer and start

analyzing these data and get approval from my guides. I also found the secondary data which are

require in my project. Finally, I have prepared my draft for report and after lots of corrections final

report is prepared.

Experience provides the best of knowledge which can’t be attained in class-room teaching. The working

experience with Troikaa Pharmaceutical, Ahmedabad, was very exciting and it has created a long lasting

impression in my mind. During the market survey, I got lots of experiences. When I started my project,

first I experienced was the value of time. I experienced the corporate world and also observed how

much busy they are during the job timing and bad experience during the market survey is waiting for

doctors and dealers for long hours though I have appointment with them and when I meet them they

give new time for appointment.

Through this project report work I can better understand the different aspects like research design,

measurement and scaling techniques, questionnaire and its design, data collection, analysis and

interpretation. Through this report I can understand business research methodology in practical term.

The major emphasize of my work was to analyze the current market scenario of Azithromycin and

Amoxicillin with Clavulanic Acid. This project gave me immense opportunities to upgrade my knowledge

related to marketing field and also gave me a chance to learn and understand the strategies to be kept

in mind while launching a new product.

I am heartily thankful to Stevens Business School and Troikaa Pharmaceutical Ltd. for giving me an

opportunity to learn many facts of market.

Thank you

Market survey on azithromycin and amoxicillin with clavulanic acid

Documents

project report

project work

clavulanic acid

market survey of azithromycin

project cohesive manner

market share

mitesh shah roll

ahmedabad medicine market