Professional Documents
Culture Documents
Nivedita Sachin Nisha Amar Krishna Umesh Pradeep Avinash Neha Dhaval Arvind Rahul Sandeep
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PHARMACEUTICAL INDUSTRY
Pharmaceutical Works, which still exists today as one of 5 governmentowned drug manufacturers, appeared in Calcutta in 1930.
The Indian pharmaceutical industry currently tops the chart amongst India's science-based industries and is estimated to be worth $ 6 billion, growing at about 10 percent annually.
The industry has over 60,000 generic brands across 60 therapeutic categories and manufactures more than 400 different active pharmaceutical ingredients (APIs)
The IPI is globally the 3rd largest in terms of volume and 13th largest in terms of value
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Innovator/ NCE
Therapeutic categories
billion by 2016
RANBAXY at a Glance
TAG LINE :- Trusted medicines healthier lives CHAIRMAN :- Dr. Tsutomu Une
Mission: Enriching lives globally with Quality & affordable Pharmaceuticals. Global Presence: Ground operations in 43 countries, products sold over 150 countries Manufacturing : 16 manufacturing facilities spread across 8 countries.
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HISTORY
1937- Founded by Ranjit Singh and Dr. Gurbax Singh in Amritsar & hence the name RANBAXY ( combination of RANjit & gurBAX ) 1952- Bhai Mohan Singh joined in as a partner 1961 Company incorporated with 1st manufacturing plant in Okhla.
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ALLIANCE :o
1994 Manufacture & market Cefactor with Eli-Lilly in US ( Ranbaxy was benefited with USFDA, rules & regulations, Eli-Lilly got affordable manufacturing & market share )
o o o
Subsidairy :1995 Ranbaxy Pharmacetical Inc. 1995 Ohm labs Inc. 1996 Ranbaxy UK inc.
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JOINT VENTURES
1993 Ranbaxy Eli-lilly ( Manufacturing ) 1993 Ranbaxy Guangzhou China ( Bulk Drug Formulations) 1984 Ranbaxy Malayasia Sdn Bhd ( Generics) 2007 Zenotech Lab. Ltd. ( Onco products for India)
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Poor financial position No major R&D breakthrough Increasing price war & stiff competition in generics market Needed funds to achieve its objective.
2nd largest & innovator company in Japan Demand for low cost production by japan govt. Difficult with high investments in R&D & lack of affordable manufacturing. Needed an affordable generic manufacturer.
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Anti-Infective
We have a significant presence in the Antiinfective segment. Ranbaxy having leadership position in key market in Anti-infective and critical care. Molecules- Amoxicillin+clavulanic Acid, Ciprofloxacin and Amoxicillin. Indication-Complicated UTI,URTI and Typhoid. Target Customer- GPs, Consulting Physicians, Urologist, chest physicians, gynecologist, paediatricians etc. Major competitor Mankind , Dr Reddy , Torrent , Hetro.
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Overview Due to Increasing hectic lifestyle & aging population, demand of anti-inflamatory & muscle relaxants have always been in demand.
Molecules Paracetamol, diclofenac, Tramadol, Tapentadol, etorocoxib and ketorolac Indication Pain associated with Muscle, Musculoskeletal, Joints, post operative & Dental pain Target Customers Surgeons, orthopedics, dentist & GPs Major competitor Mankind, Cadila, Aristo, Cipla
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Anti-retroviral
Ranbaxy is the first generic companies to offer ARVs to various National AIDS treatment programmes in Africa. Molecules mainly Zidovudine, lamivudine along with other combinations. Indication Confirmed HIV cases Target Customers Physicians & Chest Physicians with HIV practise Major Competitors:Cipla,Mylan
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Dermatology
We have a major focus in dermatology with a presence across markets, including the US, India and Brazil. We have a robust franchise in the Antiacne segments.
Molecules- Luliconazole
Indications- Atopic Dermatitis Target Customers- Dermatologist, Gps Major competitor Zydus, Alchem , Abbot , Intas , Glenmark.
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Cardiovascular
Cardiovascular Ailments are on the rise all over the world due to changing lifestyles .As a result there is increasing needs for C.V.S Drug. Cardiologist are main targeted Customer. Major competitor- sun pharma , cipla , Dr Reddys , Lupin. Molecules- Atorvastatin, Rosuvastatin, Simvastatin, Losarten. Olmesarten. Indications-Atherosclerosis , C.H.D , C.H.F, Chest pain. Hypertension, Hyperlipidemia. Target Customers- Cardiologist, Physicians, GPs
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Gastrointestinal
Gastrointestinal is another significant therpatic Segment for Ranbaxy. Major competitor- Cipla . Sun pharma ,lupin, Macleods are the main competitor for Ranbaxy.
Indications : ulcer,bleeding,Inflammation,polyps.
Target CustomersGasteroenterologists, surgeons, orthopedics, GPs, Pediatrics,
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Respiratory
There is a growing globel population of patients with ailments respiratory
Major competitor- Cipla , sun pharma , G.S.K, lupin , macleods pharma Molecules- Ambazone Loratadine combination ,Montelukasts Indications : - Indication-Chronic obstructive pulmonary disease.colour change.nose flarring,Retraction. Target Customers- Chest physician are main customer
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Over the counter (OTC) drugs are the medicines sold directly to customer without prescription from a health care professional.
Those products which become widely prescribed & known to the patient, are purchased directly at the chemist counter e.g. Revital, crocin, saridon, volini etc. Common public have in general knowledge about these drugs hence doctors do not
or rarely prescribe them Hence they are purchased Over The Counter.
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REVITAL Range
ANALGESIC TOPICAL
GARLIC PEARLS
GESDYP
GASTROINTESTINAL
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DIGESTIVE ENZYMES
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DISTRIBUTION PROCESS
WAREHOUSE
INR69
CFA
INR70
INR72
STOCKIST
SEMI STOCKIST
INR80
HOSPITAL/
INSTITUTION
RETAILER
INR100
INR 80
PATIENT
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West : Ahmedabad, Indore, Mumbai, Nagpur, Pune, Raipur East : Cuttack, Guwahati, Kolkata, Patna, Ranchi
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Kurla Dahisar
Saturday Tuesday
Monday Wednesday
Ghatkopar
Mulund
Thursday
Friday
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POWER OF BUYERS
COMPETATIV E RIVALRY
POWER OF SUPPLIERS
THREAT OF SUBSTITUTE S
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COMPETITIVE RIVALRY
Pharmaceutical company has to face various competitive rivalries among the other pharmaceutical companies
Competitors of Ranbaxy in India are: Dr. Reddys Pfizer Cipla Abbot Aurobindo Pharma Glaxo Smith Kline Lupin Sun Phrmaceuticals Cadilla Healthcare Wockhardt
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THREATS OF ENTRY
Pharmaceutical Industry easy Entry Capital requirement are very low
Quality regulations by government may put some hindrance for establishing new manufacturing operations
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THREAT OF SUBSTITUTES
There are many product which are close substitutes to each other causing substitution at Retail - Point.
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10/17/2013
SWOT Analysis
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Top 10 global Generic company with a spread over 125 countries. Strong presence in international market with major share. State of Art R&D facilities.
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WEAKNESS:
Low share of India in World Pharmaceutical Production (1.2% of world production but having 16.1% of world's population). Very low level of Biotechnology in India and also for New Drug Discovery Systems. Low level of strategic planning for future and also for technology forecasting.
OPPORTUNITIES:
Growing health awareness. New diagnoses and new social diseases. New therapy approaches. Spreading attitude for soft medication (OTC drugs) Spreading use of Generic Drugs. Globalization Easier international trading. Supply of generics drugs to developed markets.
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THREATS:
Competition From MNCs Containment of rising health-care cost. High Cost of discovering new products and fewer discoveries. Stricter registration procedures. High entry cost in newer markets. High cost of sales and marketing. Competition, particularly from generic products. Switching over form process patent to product patent. Drug price control order put unrealistic ceilings on product prices and profitability and prevent company from generating investible surplus
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Need of Innovation
SWOT Analysis suggests use of Strengths to overcome
Weakness by coping with Threat
Strengths
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STATE OF ART R & D FACILITIES. Well Trained & specialised employee strength. Reach in terms of Therapy, operations & Market coverage. Global manufacturing facilities.
Threats
o Threat of competitors & substitution in generic market. o Fluctuating market share. o Changes in Govt. Policies for products with high customer base.
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SOLUTION
Focus on uncontested market share by offering a Product or Service that is unique in Market space, where there is no or less competition.
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INTRODUCING
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PRICE was the least preferred factor. Expected least Adverse event with a Drug.
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INNOVATION Vs conventional
82.6%
18 Hrs.
100% at day-42 One Pill a day
(1 OD for 3 days)
(Min. 5 days therapy (Twice daily for 3 days ) and may continue till report comes negative)
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INNOVATION Vs conventional
Co-blister packing
Dependent
Available in different prices according to the Brand. Average Price > 150 PLANT SOURCE
Dependent
Available in different prices according to the Brand. Average Price > 150 PLANT SOURCE
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Acheivements
Within a year of launch, SYNRIAM has achieved landmarks,
2 million SYNRIAM pills used & More than 7,00,000 patients benefited. Golden Peacock award, 2012 in the Innovative
ASSOCHAM innovation award by Shri Jaipal Reddy, Hon.Minister for Science,Technology & Earth sciences.
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CONTROVERSIES
Guilty for selling adulterated drugs & paid penalty worth $500 mn.
2006 :- USFDA issued letters to Paonta sahib & Dewas Manufacturing plants 2008:- USFDA banned import of 30 drugs manufactured at these plants 2011:- Ranbaxy signed a consent decree with USFDA & settled claims with US department of justice.
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CONTROVERSIES
PIL against Ranbaxy products. Hospitals imposing ban on use of Ranbaxy pills. Daichi Sankyo accusing former Owner of concealing facts concerning USFDA & USDOJ investigations.
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BIBLIOGRAPHY
www.ranbaxy.com
www.myranbaxy.com
www.businessstandard.com Ranbaxy world 2013 www.hindustantimes.com www.natures.com
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