Mkt research

The Cough and Cold Medicine Manufacturing OTC industry is in the mature stage of its life cycle. Indicators of this phase include high public acceptance of industry products and a stable number of manufacturers. Furthermore, industry value added, which measures the industry's contribution to the overall economy is forecast to rise at an average annual rate of 1.0% over the 10 years to 2017. This growth rate is line with average annual GDP growth of 1.9% over the same 10-year period. Consequently, the industry is maintaining its share of the overall economy.The Cough and Cold Medicine Manufacturing OTC industry benefits from its high degree of public acceptance and use. Americans contract an estimated 1.0 billion colds each year

SAURABH WANIGARWARE COLLEGE

SOME FACTS ABOUT BENADRYL

• Annual revenue generated from Benadryl 63.75 US BILLION $

• Benadryl is one of the most popular cough syrup brand in India and at one point of time it was second largest selling cough syrup brand in India this brand was originally acquired by Parke Davis which was later acquired by Pfizer then Pfizer sold this brand to Johnson and Johnson in 2008

• When Benadryl was with Parke Davis it was prescription product in 1999 Benadryl become an over the counter product Benadryl was known as anti allergic cough syrup and is brand name for molecule Diphenhydramine product was created by George Riveschl and was first prescribed in 1946 Benadryl has huge equity in Indian market most of the sales happen through word of the mouth recommendations and consumers use to buy Benadryl without consulting to a doctor

OBJECTIVES OF DOING MARKET RESEARCH• TO STUDY OVERALL PHARMACEUTICAL COUGH SYRUP MARKET• TO UNDERSTAND MAJOR MOLECULES PREFFERED AND PRESCRIBED BY

DOCTORS WHILE TREATING COUGH PATIENTS FROM PHARMACIST• TO UNDERSTAND FROM DOCTORS VARIOUS REASONS BEHIND PRESCRIBING

SPECIFIC MOLECULE FOR THE TREATMENT OF COUGH• TO UNDERSTAND WHICH COMPANIES COUGH SYRUP BRAND DOCTOR

MAXIMALLY PRESCRIBE FOR HIS PATIENTS FROM PHARMACIST• TO ANALYZE DIFFRENCE IN THE OVERALL SALES OF OVER THE COUNTER

SELLING COUGH SYRUP BRANDS AND PRESCRIPTION COUGH SYRUP BRANDS

SOME OF OTHER BRANDS WHICH ARE HIGHLY PRESCRIBED BY DOCTORS WITH THERE MARKET VALUE• [1] ALEX COUGH SYRUP – GLENMARKTOTAL MARKET VALUE – 25 CRORE

[2] ASCORIL- GLENMARKONE OF THE MOST LEADING BRAND WITH 4% MARKET SHARE AND IS RANKED 103RD IN ORG TOP 300 BY VALUE AND CONTRIBUTES 35% OF TURNOVER MARKET VALUE OF 6.14 CRORE

[3] GRILINCTUS COUGH SYRUP – FRANCO INDIASEVENTH LARGEST BRAND IN COUGH SYRUP WITH MARKET VALUE OF 6.21 CRORE

SOME MORE BRANDS• BRO ZEDEX – BRAND VALUE 4.21 CRORE• ZEDEX – BRAND VALUE 31.49 CRORE• COREX – BRAND VALUE 204.99 CRORE• PHENSEDYL COUGH – BRAND VALUE 172.96 CRORE• ASTHALIN – BRAND VALUE 126.35 CRORE• MIT’S CODEINE LINCTUS – BRAND VALUE 41.36 CRORE• TOSSEX- BRAND VALUE 25.80 CRORE

SOME OTHER DIPHENHYDRAMINE BRANDS• TUSPEL PLUS – HIGHLY PRESCRIBED DIPHENHYDRAMINE BRAND

OCUUPYING 2ND RANK HAVING MARKET SHARE OF 18.8% WITH TURNOVER OF 19.9% WITH ANNUNAL SALES OF 35 CRORE

• ZEET EXPECTORANT – BRAND VALUE 19.73 CRORE

RESEARCH METHODOLOGY

DOCTOR QUESTIONNAIRE

PHARMACIST QUESTIONNAIRE

RESEARCH DESIGN• SAMPLE UNIT – DOCTORS AND PHARMACIST

• SAMPLE SIZE - 40 RESPONDENTS 20 DOCTORS + 20 PHARMACIST

• METHOD – BY ASKING DIRECT QUESTIONS

• DATA ANALYSIS – GRAPHICAL METHOD

• AREA OF SURVEY – BHAYANDER [THANE]

• TIMING OF SURVEY – 5.00 PM-10.00 PM

ANALYSIS

DOCTOR , WHICH MOLECULE DO YOU PREFER IN TREATMENT OF COUGH

DEXTROMETHORPHAN

30%TERBUTALINE

1%

CODEINE1%

SALBUTAMOL1%

DIPHENHYDRAMINE

60%

60% OF DOCTORS PRESCRIBE

DIPHENHYDRAMINE AS A MOLECULE IN

TREATMENT OF COUGH WHEREAS 30% OF

DOCTORS PRESCRIBE DEXTROMETHORPHAN IN

COUGH TREATMENT

DOCTOR’S WHICH BRAND YOU THINK OF PRESCRIBING IN COUGH TREATMENT

From the analysis done it is observed as follows TUSSPEL PLUS is highly preferred and prescribed by doctors as compared to Alex cough formula and zeet

PERCENT TUSSPEL PLUSALEXZEETBRO ZEDEXTOSSEXGRILINCTUS

TUSSPEL PLUS – 40%ZEET – 25%ALEX – 25%BRO ZEDEX – 5%TOSSEX – 5%GRILINCTUS – 5%

WHICH OF THE COUGH SYRUPS ARE HIGHLY PRESCRIBED BY DOCTORS - PHARMACIST

PERCENT

TUSSPEL PLUSZEETALEXASCORILZEDEXBRO ZEDEXCOREXTOSSEXGRILINCTUSASTHALIN

TUSSPEL PLUS 55%ZEET 45%ALEX 40%ASCORIL 35%ZEDEX 13%BRO ZEDEX 10%COREX 5%TOSSEX 5%GRILINCTUS 5%ASTHALIN 5%

FINDINGS - DOCTORS

• [1] 60% OF DOCTORS PREFER DIPHENHYDRAMINE AS A FIRST MOLECULE IN TREATMENT OF COUGH MAIN REASON OF USING THIS MOLECULE IS ANTIHISTAMINIC PROPERTY POSSESED BY THE MOLECULE AS WELL AS MOLECULE ALSO CONTROLS ALLERGIES BECAUSE OF ITS ANTIALLERGIC NATURE

• [2] TUSSPEL PLUS FROM INDOCO REMEDIES IS HIGHLY PREFEERED BRAND IN TREATMENT OF COUGH BECAUSE OF ITS EXTENSIVE PROMOTION BY MEDICAL REPRESENTATIVES AND HUGE BRAND REMINDER HENCE DOCTORS FIND IT EASY TO REMEMBER AND RECALL THE BRAND ON THERE PRESCRIPTION

FINDINGS - PHARMACIST

• ACCORDING TO PHARMACIST WHEN THEY THINK OF ANY OVER THE COUNTER COUGH SYRUP BRAND MAXIMALLY THEY HAVE ONLY BENADRYL COUGH FORMULA AND IT IS SOLD IN VERY GOOD AMOUNT AND NO NEGATIVE COMPLAINTS ABOUT BENADRYL WERE NOTED AS FAR OTHER SERVICES IN RELATION TO BENADRYL WERE ALSO VERY GOOD

• TUSSPEL PLUS,ZEET,ALEX AND ASCORIL WERE HIGHLY PRISCRIBED AND SELLING BRANDS ON CHEMIST COUNTER OTHER THAN BENADRYL

THANKY

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