To Study the Market Potential of Multi-Vitamin (both OTC & Prescription Driven) & Antibiotic (Cefexime).

SIP project report submitted in partial fulfillment of the requirements for the PGDM program.

By: Kishan Kumar 2010096

Supervisors: 1. Company Guide: Mr. Pradeep Sachdeva 2. Faculty Guide: Prof. Rajkumar Phatate

Institute of Management Technology, Nagpur. 2010-12

Acknowledgements
I take this opportunity to acknowledge and express my gratitude towards some of the most eminent people whose presence is noteworthy & seminal in giving me a grand opportunity to associate myself with an esteemed organization like Ranbaxy Laboratories Limited.

I am grateful to Mr. Pradeep Sachdeva, Sales Manager-Pharma at Ranbaxy Laboratories Limited for entrusting upon me confidence and providing me a chance to get an on-the-job experience in the various fields of Marketing.

I am thankful to him for his endeavour towards providing continuous guidance to help build an understanding of the practical aspects of the work, gain knowledge & valuable experiences. I am grateful to him for his outreaching support and helping to build a motivating work environment and inculcating a feeling of constantly striving to achieve higher goals.

His enterprising, dynamic, forward-looking, radical approach provides an opportunity to work under an accomplished mentor like him to inculcate and instil valuable talent. I consider my nearly two months Summer Internship at Ranbaxy Lab. Ltd. to be a crucial learning period. I am deeply indebted to all the supervisors for providing all the support when necessary.

I am also thankful to Faculty Mentors Prof. Rajkumar Phatate for their helpful nature and valuable guidance provided time and again. Their suggestions have been instrumental in building the foundation for the draft report.

Finally, I would like to extend my sincere gratitude to all the involved persons in this project namely, Mr Rajeev Verma (Regional Manager), Mr. Kulmeet Singh (District Manger) and Mr. Bambam Kumar Jha. Without your willingness, suggestions and insights, this project would not have been completed.
KISHAN KUMAR 2010096 PGDM-Marketing & Operations Institute of Management Technology, Nagpur

TABLE OF CONTENTS
SL No. Topic
1 2 3 4 5 6 7 8 9 10 11 12
13 14 15

Page No.
2 3 5 6 10 11 13 14 16 18 19 20
21

Acknowledgement Certificate Executive Summary Introduction to Pharmaceutical Industry Major Pharmaceutical Companies in India Government Initiatives and Investments The Changing Perception Emerging Trend Challenges and Future Growth Introduction to Projects Objective of Study Description of the concepts introduced in the study
About Ranbaxy

Task 1 : Doctors perception while prescribing 29 Multi-Vitamin and Anti-Biotic- Cefexime. Task 2: Market Potential of Multi-Vitamin and 34 Antibiotics Cefexim (OTC and Prescription driven)
Bibliography 45

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Executive Summary
The summer training that we do is to get an experience of how the corporate world functions and how the theory is different from the practical aspects of the industry. For the same purpose I got an opportunity for my training at Ranbaxy Lab Ltd in Pharma Division in Marketing Department. There were two projects that were completed by me :1.) Doctors perception while prescribing Multi-Vitamin and Anti-Biotic- Cefexime.

In this project was to find out what doctors think in a patient and in a medicine, before they prescribe it to a patient. First I was to select the appropriate research method, which was taken up as survey method through filling up of questionnaires by doctors. To start with I visited a few doctors in advance to collect all the factors upon which I have to search upon and to learn about all the constraints I can face up at the time of research.
2.) Market Potential of Multi-Vitamin and Anti-Biotics Cefexim (OTC and Prescription driven)

In this project I was to look into sales pattern of products of Ranbaxy and other competing firms like, FDC, Glaxo SmithKlin, Nicholas, Intas, Mankind to name a few. This time I was to make questionnaire for retailers to get their support for my study. But here the main consideration I was to look in was the mood swings of a sample.

Introduction to Pharmaceuticals Industry

Introduction
The Indian pharmaceutical industry currently tops the chart amongst India's science-based industries with wide ranging capabilities in the complex field of drug manufacture and technology. A highly organized sector, the Indian pharmaceutical industry is estimated to be worth $ 4.5 billion, growing at about 8 to 9 percent annually. It ranks very high amongst all the third world countries, in terms of technology, quality and the vast range of medicines that are manufactured. It ranges from simple headache pills to sophisticated antibiotics and complex cardiac compounds, almost every type of medicine is now made in the Indian pharmaceutical industry. The Indian pharmaceutical sector is highly fragmented with more than 20,000 registered units. It has expanded drastically in the last two decades. The Pharmaceutical and Chemical industry in India is an extremely fragmented market with severe price competition and government price control. The Pharmaceutical industry in India meets around 70% of the country's demand for bulk drugs, drug intermediates, pharmaceutical formulations, chemicals, tablets, capsules, orals and injectibles. There are approximately 250 large units and about 8000 Small Scale Units, which form the core of the pharmaceutical industry in India (including 5 Central Public Sector Units). The Government has also played a vital role in the development of the India Software Industry. In 1986, the Indian government announced a new software policy which was designed to serve as a catalyst for the software industry. This was followed in 1988 with the World Market Policy and the establishment of the Software Technology Parks of India (STP) scheme. In addition, to attract foreign direct investment, the Indian Government permitted foreign equity of up to 100 percent and duty free import on all inputs and products.

Current Scenario
The industry has enormous growth potential. Factors listed below determine the rising demand for pharmaceuticals. The growing population of over of a billion Increasing income Demand for quality healthcare service Changing lifestyle has led to change in disease patterns, and increased demand for new medicines to combat lifestyle related diseases More than 85 per cent of the formulations produced in the country are sold in the domestic market. India is largely self-sufficient in case of formulations. Some life saving, new generation under-patent formulations continue to be imported, especially by MNCs, which then market them in India. Overall, the size of the domestic formulations market is around Rs160 billion and it is growing at 10 per cent per annum.

Demand for drugs for treatment of lifestyle-related diseases such as diabetes, cardiovascular diseases, and central nervous system are on the increase. There are around 700,000 new cases of cancer each year and total of around 2.5 million cases. It is estimated that there are around 40 million people in India with diabetes and the number is rising, 5.1 million. HIV/AIDS patients, and 14 million tuberculosis cases. According to industry reports, while the Indian pharmaceutical industry witnessed a growth of 7 percent, the cardio-vascular segment recorded 15 to 17 percent growth and anti-diabetes segment of over 10-12 percent growth.

Diagnostic Outsourcing/ Clinical Trails The Indian diagnostic services are projected to grow at a CAGR of more than 20 per cent during 2010-2012. Some of the major Indian pharmaceutical firms, including Sun Pharma, Cadilla Healthcare and Piramal Life Sciences, had applied for conducting clinical trials on at least 12 new drugs in 2010, indicating a growing interest in new drug discovery research. Generics India tops the world in exporting generic medicines worth US$ 11 billion and currently, the Indian pharmaceutical industry is one of the world's largest and most developed. Moreover, the Indian generic drug market to grow at a CAGR of around 17 per cent between 2010-11 and 2012-13. Union Minister of Commerce and Industry and Minister for Trade and Industry, Singapore, have signed a 'Special Scheme for Registration of Generic Medicinal Products from India' in May 2010, which seeks to fast-track the registration process for Indian generic medicines in Singapore.

Advantage India
The Indian Pharmaceutical Industry, particularly, has been the front runner in a wide range of specialties involving complex drugs' manufacture, development and technology. With the advantage of being a highly organised sector, the pharmaceutical companies in India are growing at the rate of $ 4.5 billion, registering further growth of 8 - 9 % annually. More than 20,000 registered units are fragmented across the country and reports say that 250 leading Indian pharmaceutical companies control 70% of the market share with stark price competition and government price regulations. Competent workforce: India has a pool of personnel with high managerial and technical competence as also skilled workforce. It has an educated work force and English is commonly used. Professional services are easily available. Cost-effective chemical synthesis: Its track record of development, particularly in the area of improved cost-beneficial chemical synthesis for various drug molecules is excellent. It provides a wide variety of bulk drugs and exports sophisticated bulk drugs. Legal & Financial Framework: India has a 53 year old democracy and hence has a solid legal framework and strong financial markets. There is already an established international industry and business community. Information & Technology: It has a good network of world-class educational institutions and established strengths in Information Technology. Globalization: The country is committed to a free market economy and globalization. Above all, it has a 70 million middle class market, which is continuously growing.

Consolidation: For the first time in many years, the international pharmaceutical industry is finding great opportunities in India. The process of consolidation, which has become a generalized phenomenon in the world pharmaceutical industry, has started taking place in India.

MAJOR PHARMACEUTICAL COMPANIES IN INDIA

Some of the leading Indian players by sales (Rs. cr.)
Company Name Cipla Ranbaxy Lab Dr Reddy's Labs Sun Pharma LupinLtd Aurobindo Pharma Piramal Health Cadila Health Matrix Labs Wockhardt Sales in Rs. Cr. 6172.55 5266.71 5253.68 5721.43 4767.84 3319.60 2509.86 2468.40 2776.82 3751.2
Year End

31st March 2011 31st December 2010 31st March 2011 31st March 2011 31st March 2010 31st March 2010 31st March 2011 31st March 2010 31st March 2010 31st March 2011

Company Wise Sales Chart

Piramal Health 6% Matrix Labs 7% Aurobindo Pharma 8% Wockhardt 9% LupinLtd 11% Cadila Health 6% Cipla 15% Sun Pharma 14% Ranbaxy Lab 12% Dr Reddy's Labs 12%

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GOVERNMENT INITIATIVES AND INVESTMENT

Government Initiative
100 per cent foreign direct investment (FDI) is allowed under the automatic route in the drugs and pharmaceuticals sector including those involving use of recombinant technology. (DIPP) The Government plans to set up a US$ 639.56 million venture capital (VC) fund to give a boost to drug discovery and strengthen the pharma infrastructure in the country. The Government had issued an expression of interest (EoI) for technical and financial bids for the selection of a global level consultant (GLC) for the preparation of a detailed project report (DPR) in order to develop India as a drug discovery and pharma innovation hub by 2020. The Drugs and Pharmaceuticals Manufacturers Association has received an in-principle approval for its proposed special economic zone (SEZ) for pharmaceuticals, bulk drugs, active pharmaceutical ingredients (APIs) and formulations to be located at Nakkapalli mandal in Visakhapatnam district. The Department of Pharmaceuticals has prepared a "Pharma Vision 2020" for making India one of the leading destinations for end-to-end drug discovery and innovation and for that purpose provides requisite support by way of world class infrastructure, internationally competitive scientific manpower for pharma research and development (R&D), venture fund for research in the public and private domain and such other measures. The government plans to open 3,000 Jan Aushadhi stores, which sell unbranded generic drugs at heavy discounts to branded drugs, in the next two years.

Investment
The healthcare sector has attracted growing investor support in 2010 with nearly a tenth of the total private equity funding going to this sector. In the third quarter the calendar year 2010, a total of US$ 2,047 million was invested across 88 deals, of which 9 per cent were healthcare deals. The pharma, healthcare and biotech sector witnessed five merger and acquisition transactions (M&A) worth US$ 250 million. The drugs and pharmaceuticals sector has attracted FDI worth US$ 1,825.43 million between April 2000 and September 2010. Some of the major investment developments in the sector include: Hyderabad-based Natco Pharma plans to raise US$ 22.22 million to fund its expansion plans and research activities. Private equity major Sequoia Capital has made its first investment in the pharmaceutical

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sector in the country by investing US$ 15.86 million into Celon Labs, which will use the funds to double its manufacturing facility. Belgium based Helvoet Pharma, part of the Daetwyler Group is setting up its first greenfield production facility in Khandala Industrial Area, phase I (SEZ), on Pune- Bangalore Highway, near Pune. The company has invested US$ 26.56 million for the plant. Swiss Pharma major Lonza AG, would invest around US$ 55.33 million through its Indian subsidiary in a phased manner in Genome Valley project, Hyderabad, said Stefan Borgas, CEO, Lonza. Chennai-based Bafna Pharmaceuticals plans to raise around US$ 4.43 million for its future expansion by issuance of warrants and shares. Hyderabad Menzies Air Cargo Private Limited, a joint venture between GMR Hyderabad International Airport Limited (GHIAL) and Menzies Aviation, has launched India's first airport-based pharma zone, dedicated pharmaceutical cargo storage and handling facility, at Hyderabad. The project involved an investment of US$ 1.22 million.

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The Changing Prescription

As per WTO, from the year 2005, India granted product patent recognition to all new chemical entities (NCEs) i.e., bulk drugs developed then onwards. This introduction of product patent regime from January 2005 is leading into long-term growth for the future which mandated patent protection on both products and processes for a period of 20 years. Under this new law, India will be forced to recognize not only new patents but also any patents filed after January 1, 1995. Under changed environment, the industry is being forced to adapt its business model to recent changes in the operating environment.

Indian pharmaceutical industry is mounting up the value chain. From being a pure reverse engineering industry focused on the domestic market, the industry is moving towards basic research driven, export oriented global presence, providing wide range of value added quality products and services, innovation, product life cycle management and enlarging their market reach. The old and mature categories like anti-infectives, vitamins, analgesics are de-growing while, new lifestyle categories like Cardiovascular, Central Nervous System (CNS), Anti Diabetic are expanding at double-digit growth rates.

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Emerging Trend
The Indian pharmaceutical industry is now discovering new opportunities of growth in clinical research, contract research, manufacturing and innovation opportunities. This path can lead the Indian pharmaceutical industry to huge success endeavors.

Research & Development

Research & Development is the key to the future of pharmaceutical industry. The pharmaceutical advances for considerable improvement in life expectancy and health all over the world are the result of a steadily increasing investment in research. There is considerable scope for collaborative R & D in India. India can offer several strengths to the international R & D community. These strengths relate to availability of excellent scientific talents who can develop combinatorial chemistry, new synthetic molecules and plant derived candidate drugs.

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The R & D expenditure by the Indian pharmaceutical industry is around 1.9 per cent of the industrys turnover, which is a little low as compared to foreign research based pharmaceutical companies. However, now that India is entering into the Patent protection area, many companies are spending relatively more on R & D. When it comes to clinical evaluation at the time of multi-center trials, India is providing a strong base considering the real availability of clinical materials in diverse therapeutic areas. According to a survey by the Pharmaceutical Outsourcing Management Association and Bio/Pharmaceutical Outsourcing Report, pharmaceutical companies are utilizing substantially the services of Contract Research Organizations (CROs). Indian Pharmaceutical Industry, with its rich scientific talents, provides cost-effective clinical trial research. It has an excellent record of development of improved, cost-beneficial chemical syntheses for various drug molecules. Some MNCs are already sourcing these services from their Indian affiliates.

Product development
For years, firms have made their ways into the global market by researching generic competitors to patented drugs and following up with litigation to challenge the patent. This approach remains untouched by the new patent regime and looks to increase in the future. However, those that can afford it have set their sights on an even higher goal: new molecule discovery. Although the initial investment is huge, companies are lured by the promise of hefty profit margins and the recognition as a legitimate competitor in the global industry.

Small and medium enterprises

The excise structure changed so that companies now have to pay a 16 per cent tax on the maximum retail price of their products, as opposed to on the ex-factory price. Consequently, larger companies are cutting back on outsourcing and what business is left is shifting to companies with facilities in the four tax-free states - Himachal Pradesh, Jammu & Kashmir, Uttaranchal and Jharkhand. SMEs have been finding it difficult to find the funds to upgrade their manufacturing plants, resulting in the closure of many facilities. In terms of the global market, India currently holds a modest 1-2 per cent share, but it has been growing at approximately 10 per cent per year. India gained its foothold on the global scene with its innovatively-engineered generic drugs and active pharmaceutical ingredients (API), and it is now seeking to become a major player in outsourced clinical research as well as contract manufacturing and research.

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CHALLENGES & FUTURE GROWTH

Challenges
Over the past decade, pharmaceutical companies have entered a difficult period where shareholders, the market and regulators have created significant pressures for change within the industry. The core issues for most of drug companies are declining productivity of in-house R & D, patent expiration of number of block buster drugs, increasing legal and regulatory concern, and pricing issue. As a result larger pharmaceutical companies are shifting to new business model with greater outsourcing of discovery services, clinical research and manufacturing. Current global financial conditions and the threat of a broad recession accelerated the timetable for implementing transformational changes in global organizations, as the industry confronts lower corporate stock prices and an increasingly cost-averse customer. Leaders of the largest global pharmaceutical companies recognize the need for transformational change in their organizations, but will need to move swiftly to ensure sustained growth. Transformations in the business model of larger pharmaceutical industry spell more opportunities for Indian pharmaceutical companies. Pharmaceutical production costs are almost 50 percent lower in India than in western nations, while overall R&D costs are about one-eighth and clinical trial expenses around one-tenth of western levels. The Indian stock market may be dreading a possible recession but Indian pharma companies seem unfazed by slowdown fears. Riding on better sales in the domestic and export markets, Indian pharmaceutical industry is expected to continue with its good perform ance. Today Indian pharmaceutical Industry can look forward to the years to come, with great expectations. There are opportunities in expanding the range of generic products as more molecule come off patent, outsourcing, and above all, in focusing into drug discovery as more profits come from traditional plays. At the same time, the Indian Pharma Industry would have to contend with several challenges particularly the : Effects of new product patent Drug price control Regulatory reforms Infrastructure development Quality management and Conformance to global standards.

Growth
The Indian pharmaceutical market reached US$ 10.04 billion in size, with a value-wise growth rate of 20.4 per cent over the previous year's corresponding period on a Moving Annual Total (MAT) basis for the 12 months ended July 2010. Cipla maintained its leadership position in the domestic market with 5.27 per cent share, 16

followed by Ranbaxy. The highest growth in the domestic market was for Mankind Pharma which grew 37.2 per cent. Leading companies in the domestic market such as Sun Pharma (25.7 per cent), Abbott (25 per cent), Zydus Cadila (24.1 per cent), Alkem Laboratories (23.3 per cent), Pfizer (23.6 per cent), GSK India (19 per cent), Piramal Healthcare (18.6 per cent) and Lupin (18.8 per cent) had impressive growth during July 2010, shows the data. The pharmaceuticals industry in India will grow by over 100 per cent over the next two years. The pharmaceutical industry is currently growing at the rate of 12 per cent, but this will accelerate soon. The sale of all types of medicines in the country stands at US$ 9.61 billion, which is expected to reach around US$ 19.22 billion by 2012. India's domestic pharmaceutical market is valued approximately at US$ 12 billion in 2010, and has shown a strong growth of 21.3 per cent for the 12 months ending September 2010. It estimates that over the next 10 years, the domestic market will grow to US$ 49 billion, at a compounded annual growth rate (CAGR) of 15 per cent. The formulations industry is expected to prosper parallel to the pharmaceutical industry. It is expected that the domestic formulations market in India will grow at an annual rate of around 17 per cent in 2009-10, owing to increasing middle class population and rapid urbanization.

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Introduction To Projects
During my summer internship, I was assigned the project on the new product launched by Ranbaxy Laboratories Ltd., SKIFI, doing its doctor perception analysis, assisting retailers, and promoting the product to get and upper hand over the competitors product with the same formula/composition. For these I need to study the Anti-biotic (Cefexime) market of SouthDelhi for this formula, specifically marketing and sales strategy of Ranbaxy Lab Ltd as well as of its competitors like Sun Pharma, Cipla, FDC, Mankind, Intas and find out the regions where Ranbaxy is leading or lacking its competitors. My project was to study all the major supported products of cefexime formula and comparing on how Ranbaxy stands against its competitors. Ranbaxy has launched this product which has got its own USP, i.e. it is Mouth Dissolving and is in Mango flavor and has lowest price, which today no other product has, and this has a great advantage for Ranbaxy in capturing the market of anti-biotic with cefexime formula.

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Objectives of the Study

After the completion of this project, we will have a deeper insight into the anti-biotic (Cefexime) market and multi-vitamin market in Delhi and would make us understand where Ranbaxy actually lacks and where it has a competitive edge. We will get to know whether it is customer service or the product itself responsible for its kind of market share or is there any problem with the brand awareness? After this study we will be able to know what the Doctors think about Ranbaxy Lab Limited. The main objective of this project is to conduct a Business Research to know Doctors perception about the past products. This study will also assist Ranbaxy to know where they have to improve to treat Doctors and patients better.

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Description of the concepts introduced in the study.

An Exploratory Research method i.e. Field Survey was used in this study to collect the data from various Doctors in South-Delhi and the chemists shops near around.

Exploratory research helps us to determine the best research design and data collection method. There are various data limitations; we need to take decision in short period of time for which exploratory research is suitable.

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About RANBAXY
Profile
Ranbaxy Laboratories Limited (Ranbaxy), India's largest pharmaceutical company, is an integrated, research based, international pharmaceutical company, producing a wide range of quality, affordable generic medicines, trusted by healthcare professionals and patients across geographies. Ranbaxy today has a presence in 23 of the top 25 pharmaceutical markets of the world. The Company has a global footprint in 46 countries, world-class manufacturing facilities in 7 countries and serves customers in over 125 countries. In June 2008, Ranbaxy entered into an alliance with one of the largest Japanese innovator companies, Daiichi Sankyo Company Ltd., to create an innovator and generic pharmaceutical powerhouse. The combined entity now ranks among the top 20 pharmaceutical companies, globally. The transformational deal will place Ranbaxy in a higher growth trajectory and it will emerge stronger in terms of its global reach and in its capabilities in drug development and manufacturing.

Mission
Ranbaxy's mission is Enriching lives globally, with quality and affordable pharmaceuticals.

Vision-2012
Achieve significant business in proprietary prescription products by 2012 with a strong presence in developed markets.

Products
Using the finest R&D and Manufacturing facilities, Ranbaxy Laboratories Limited manufacture and markets generic pharmaceuticals, value added generic pharmaceuticals, branded generics, active Pharmaceuticals (API) and intermediates. The Company remains focused on ascending the value chain in the marketing of pharmaceutical substances and is determined to bring in increased revenues from dosage forms sales. Ranbaxy's diverse product basket of over 5,000 SKUs available in over 125 countries worldwide encompasses a wide therapeutic mix covering a majority of the chronic and acute segments. Healthcare trends project that the chronic treatment segments will outpace the acute treatment segments, primarily driven by a growing aging population and dominance of lifestyle diseases. Our robust performance in Cardiovasculars, Central Nervous System, 21

Respiratory, Dermatology, Orthopedics, Nutritionals and Urology segments, clearly indicates that the Company has strengthened its presence in the fast-growing chronic and lifestyle disease segments.

Top 10 Molecules (2010)

Valacyclovir Simvastatin Donepezil Atorvastatin & Combinations Co-amoxyclav & Combinations Ciprofloxacin & Combinations Ketorolac Tromethamine Imipenem+Cilastatin Ginseng+Vitamins Loratadine & Combinations

Trading
In 1998, Ranbaxy entered the United States, the world's largest pharmaceuticals market and now the biggest market for Ranbaxy, accounting for 28% of Ranbaxy's sales in 2005. For the twelve months ending on 31 December 2005, the company's global sales were at US $1,178 million with overseas markets accounting for 75% of global sales (USA: 28%, Europe: 17%, Brazil, Russia, and China: 29%). For the twelve months ending on December 31, 2006, the company's global sales were at US $1,300 million. On 23 June 2006, Ranbaxy received from the United States a 180-day exclusivity period to sell simvastatin (Zocor) in the U.S. as a generic drug at 80 mg strength. Ranbaxy competes with the maker of brand-name Zocor, Merck & Co.; IVAX Corporation (which was acquired by and merged into Teva Pharmaceutical Industries Ltd.), which has 180-day exclusivity at strengths other than 80 mg; and Dr. Reddy's Laboratories, also from India, whose authorized generic version (licensed by Merck) is exempt from exclusivity. On 10 June 2008, Japan's Daiichi Sankyo Co. agreed to take a majority (50.1%) stake in Ranbaxy, with a deal valued at about $4.6 billion. Ranbaxy's Malvinder Singh remained as 22

CEO after the transaction. Malvinder Singh also said that this was a strategical deal and not a sell out.

R&D
Ranbaxy views its R&D capabilities as a vital component of its business strategy that will provide a sustainable, long-term competitive advantage. The Company has a pool of over 1,200 R&D personnel engaged in path-breaking research. Ranbaxy is among the few Indian pharmaceutical companies in India to have started its research program in the late 70's, in support of its global ambitions. A first-of-its-kind world class R&D centre was commissioned in 1994. Today, the Company has multi-disciplinary R&D centers at Gurgaon, in India, with dedicated facilities for generics research and innovative research. The R&D environment reflects its commitment to be a leader in the generics space offering value added formulations and development of NDA/ANDAs, based on its Novel Drug Delivery System (NDDS) research capability. Ranbaxys first significant international success using the NDDS technology platform came in September 1999, when the Company out-licensed its first once-a-day formulation to a multinational company. In July 2010, Ranbaxys New Drug Discovery Research (NDDR) was transferred to Daiichi Sankyo India Pharma Private Limited as part of the strategy to strengthen the global Research and Development structure of the Daiichi Sankyo Group. While NDDR will now become an integral part of Daiichi Sankyo Life Science Research Center in India, based in Gurgaon, Ranbaxy will continue to independently develop and later commercialise the anti-malarial new drug, Arterolane + PQP, which is currently in Phase III trials. Ranbaxy will also explore the further development of late stage programs developed by NDDR in the last few years, including the development programs in the GSK collaboration. Within Ranbaxy, R&D of Generics will now get a sharper focus, as the Company is increasingly working on more complex and specialist areas.

Acquisition
On June 11, 2008, Daiichi-Sankyo acquired a 34.8% stake in Ranbaxy, for a value $2.4 billion. In November 2008, Daiichi-Sankyo completed the takeover of the company from the founding Singh family in a deal worth $4.6 billion by acquiring a 63.92% stake in Ranbaxy. The addition of Ranbaxy Laboratories extends Daiichi-Sankyo's operations - already comprising businesses in 22 countries. The combined company is worth about $30 billion.

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Mr. David Briskman Vice-President and CIO

Mr. Ashwani Malhotra Senior Vice PresidentGlobal Pharma Manufacturing and Supply Chain

Mr. Hiroyuki Okuzawa Head- Global Hybrid Business

Dr. Sudarshan Arora President R & D

Mr. Dale Adkisson Senior Vice President

Mr. Bhagwat Yagnik President & Head Global HR

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MILESTONES 1961 Company Incorporated. 1973 Ranbaxy goes Public. A multipurpose chemical plant is setup for the manufacture of APIs at Mohali in India. 1977 Ranbaxys first joint venture in Lagos (Nigeria) is setup. 1983 A modern dosage forms facility at Dewas (MP) in India goes on stream. 1985 Ranbaxy Research Foundation is established. Stancare, Ranbaxys second pharmaceuticals marketing division starts functioning. 1987 Production start-up at the modern APIs plant at Toansa (Punjab), makes Ranbaxy the countrys largest manufacturer of Antibiotics/Antibacterial. 1988 Ranbaxys Toansas plant gets US FDA approval. 1990 Ranbaxy is granted its first US patent, for Doxycyline. 1991 New state-of-the-art facility for Cephalossporins set up at Mohali. 1992 Company enters into an agreement with Eli Lilly & Co of USA for setting up a joint venture in India to market select Lilly products. 1993 Company enters into an agreement to setup a joint venture in China Ranbaxy (Guangzhou China) Limited. Ranbaxy enunciates its corporate mission, To become a Reasearch based international Pharmaceuticals Company. 1994 The new Research centre in gurgaon becomes fully operational. Established regional headquater in UK and USA. Ranbaxys GDR listed in Luxemburgs Stock Exchange. The fermentation pilot plant at Paonta Sahib is commissioned.

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1995 Acquisition of Ohm Laboratories. 1997 Ranbaxy Lab Ltd. Crosses a sales turnover figure of Rs. 10,000 million, with its export reaching an all time high of the Rs. 5,000 million. 1998 Ranbaxy enters USA, Worlds largest Pharmaceutical market, with product under its own name. Ranbaxy filed its first Investigational New Drug (IND) application with the Drugs Controller of India for approval to conduct Phase I Clinical Trials. 1999 Clinical trials for its NCE commence. Bayer AG, Germany and Ranbaxy sign an agreement where Bayer obtains exclusive development and worldwide marketing rights to an oral once daily formulation of Ciprofloxacin, originally developed by Ranbaxy. 2000 Ranbaxy files second IND application in India. Ranbaxy acquires Bayers Generic business in Germany. Ranbaxy forays into Brazil, the largest pharmaceutical market in South America. 2001 Ranbaxy took a significant step forward in Vietnam by initiating the setting up of a new manufacturing facility. Ranbaxy USA crosses sales of US $ 100million, fastest growing company in US. 2002 Ranbaxy files third IND application in India. Ranbaxy launched Cefuroxime Axetil post approval from USFDA for 125mgmg, 250mg, 500mg Tablets, first approval granted to any generic company for this product. 2003 Ranbaxy receives The Economic Times Award for Corporate Excellence for the The Company of the Year, 2002-2003. Ranbaxy and Glaxo Smithkline Plc (GSK) enter into a global alliance for drug discovery and development. Ranbaxys first NCE in the respiratory segment successfully completes Phase I clinical trials and step into Phase II. Ranbaxy files fourth IND application in India. Ranbaxy launched the first branded product Soltret (Isotretinoin) for 10mg, 20mg and 40mg capsules in USA.

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2004 Ranbaxy began operations in France as a Top 10 generic company, after acquiring a wholly-owned subsidiary RPG (Aventis) SA. The company joined the elite club of Billion Dollar Companies achieving global sales of US $ 1bn (on MAT basis) in February 2004. Ranbaxy made its Anti-retroviral (ARV) filling with the US FDA under US Presidents Emergency Plan AIDS Relief (PEPFAR). RBx11160, an Anti-malarial molecule being developed in collaboration with Medicines for Malaria Venture (MMV) successfully completed Phase I studies. Subsequent to filling of an Investigational New Drug (IND) application in UK and India. 2005 Ranbaxys Antimalarial molecule successfully completed Proof of Concept Phase IIa studies Ranbaxy launches operations in Canada Ranbaxys joint venture with Nippon Chemiphar in Japan (Nihon Pharmaceutical Industry Limited) launches Vogaseal for diabetes the first product of the joint venture. Ranbaxy acquires generic product portfolio from EFARMES of Spain. Ranbaxy receives Indias first approval from USFDA for an Anti Retroviral (ARV) drug under US Presidents Emergency Plan for AIDS Relief (PEPFAR) Ranbaxy opens its third state of the art R&D facility in Gurgaon campus to focus on NCE discovery research. H.E. Dr. A.P.J. Abdul Kalam, the President of India, inaugurated the facility in Aug 05 2006 Ranbaxy acquires Be Tabs pharmaceuticals, the 5th largest generic company in South Africa for US $ 70mn. Ranbaxy successfully invalidates Pfizers 995 Lipitor US patent. Ranbaxy acquires unbranded generic business of GSK in Italy and Spain. Ranbaxy launches First To File (FTF) product, Smivastatin Tabalets 80mg with 180day market exclusivity in the US Healthcare System. Ranbaxy enters strategic alliance with Zenotech. 2007 Ranbaxy enters new R&D agreement with GSK Ranbaxy Launches First To File (FTF) product, Pravastatin Sodium Tabalets 80mg with 180day market exclusivity in the US Healthcare System. 2008 Ranbaxy redefines its business model by bringing in Daiichi Sankyo Company Limited as a majority partner to create strategic combination of an Innovator and Generic powerhouse. Ranbaxy reaches settlement with on worlds top two selling drugs Lipitor (Pfizer) and Nexium (Astra Zeneca)

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2009 Daiichi Sankyo and Ranbaxy announce reconstitution of Ranbaxy executive leadership. 2010 Ranbaxy enters its Golden Jubilee Year. Ranbaxy delivers quarterly sales of over US $500mn for the first time.

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Task 1 :- Doctors perception while prescribing Multi-Vitamin and AntiBiotic- Cefexime.

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1.1 Objective of the study: To take a comprehensive view and analyze the parameters affecting Doctors perception.

1.2 Rationale of study:

The purpose of this study is to assist Ranbaxy in promotion of SKIFI and know where they have to improve in their service toward Doctors and patients.

1.3 Methodology:
Visiting Doctors in various regions of South-Delhi with different specializations.

Study Design: The study was done to know the perception of the Doctor, their attitude towards companys product.

Sample Design: Collect primary data through exploratory research specifically field survey, by Visiting Doctors of varied kind of specialization.

1.4 Tools of data collection:

Questionnaire:

A questionnaire is a research instrument which consists of series of questions and other prompts for the purpose of gathering information from respondents. Although they are often designed for statistical analysis of the responses, this is not always true. Questionnaires have advantages over some other types of surveys in that they are cheap, do not require as much effort from the questioner as verbal or telephone surveys, and often have standardized answers that make it simple to compile data.

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1.5 Analysis of Survey:

i) Area visited. (1) Safdarjung Enclave (2) Hauz Khas (3) Lajpat Nagar (4) Moti Bagh (5) Sarojini Nagar (6) Satya Niketan (7) R.K. Puram (8) Defense Colony (9) Kotla, South-Extension (10) Nehru Nagar (11) IIT-Delhi ii) Specialization of a Doctor. (1) (2) (3) (4) (5) (6) (7) BDS MBBS MD (med) MD (paed) MD (gynea) MS MS (ENT)

Chart Title
25 Number of Doctors 20 15 10 5 0 Series1

MD 21

MBBS 18

BDS 1

MS 4

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iii) Perception before prescribing multi-vitamin. 1. Physical Verification 2. Dosage Routine of a Medicine 3. Tests Result 4. Kind of Deficiency 5. Cost of Medicine to a Patient 6. Company's Repute 7. Trust upon a Product 8. Past Experiences with a particular formula 9. Feed-back from customer 10. Nutritional Status of a Patient when he comes to clinic 11. Basic Nutrients in right quantity 12. Patients Past records 13. Cause of Deficiency 14. Patients age factor 15. Daily activity of a patient 16. Health Trend of a Patient 17. Family's Health history of a patient

iv) Perception before prescribing Anti-biotic 1. Strength of a Medicine 2. Patients Immunity 3. Cause of an Infection 4. Substitutes available 5. Kind of Infection 6. Medicines Reaction 7. Evidence Based 8. Is that infection spreading through environment? 9. Past Health conditions of a Patient 10. Since how long the patient has been suffering the problem? 11. Cost of medicine? 12. Dosage of a medicine 13. Past results of a medicine 14. Possible type of bacteria

iv) Foresee the future trend in health conditions of people. 1. 2. 3. 4. 5. 6. 7. 8. Multiple Health Problems Nutrients Problem General health Problem Life Style Disease Obesity Health deteriorating Lack of physical activity Infectious disease in rural areas 32

9. Modifiable disease in Urban areas 10. More health concerned 11. Heart Problems 12. Blood Pressure 13. Workload Issues 14. Aware about health problems v.)

Suggestions for Ranbaxy to improve.

1. Missing opportunity to grow. 2. Should help patients. 3. Support patients with medical facilities. 4. Start online support to patients. 5. Reduce Cost of the products. 6. Bringing more products for good stiff competition. 7. Good Professional staff is there. 8. Bring out combinations with previous products. 9. Doing well. 10. Loosing grip over the market.

1.6 Short Coming: There were few short comings which I came through during the tenure of my summer internship with Ranbaxy Lab Limited. A few to mention are:a. Time shortage. b. Area Covered. c. Number of Doctors visited.

1.7 Conclusion: Business Research for Ranbaxy was conducted successfully and we found out various feedbacks of customers which would be helpful for us to improve.

1.8 Learning: I learned a lot; seen how to do marketing at ground level, communicated with new people, improved my managerial skills. I was working in team, learned how a team work could conduct a successful event.

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TASK 2: Market Potential of Multi-Vitamin and Antibiotics Cefexim (OTC and Prescription driven)

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1.1 Objective of the study: To take a competitive view of sales and sales strategy adopted by different companies in market.

1.2 Rationale of study: The purpose of this study is to assist Ranbaxy in promotion of SKIFI and know what is the present market stand of different companies providing same medicine.

1.3 Methodology: Visiting a few Retail shops in various regions of South-Delhi.

Study Design: The study was done to know what is the present market stand of different companies providing same medicine and what to do more with our new product SKIFI. Sample Design: Collect primary data through exploratory research specifically field survey, by visiting Retail shops in various areas.

1.4 Tools of data collection: Questionnaire: A questionnaire is a research instrument which consists of series of questions and other prompts for the purpose of gathering information from respondents. Although they are often designed for statistical analysis of the responses, this is not always true. Questionnaires have advantages over some other types of surveys in that they are cheap, do not require as much effort from the questioner as verbal or telephone surveys, and often have standardized answers that make it simple to compile data.

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1.5 Analysis of Survey: a) Area Visited. (1) Safdarjung Enclave

Superactive Revital 16% (strip) 17% Revital (bt) 10% Zincovit 25% Supradin 15% Riconia 17%

Multi-Vitamin

Anti-Biotic (Cefexime) Skifi

Mahacef 20% 4% Taxim-O 31% Ceftas 21% Zifi 24%

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(2) Hauz Khas

Superactive 12% Zincovit 13% Supradin 12% Riconia 19% Revital (strip) 32%

Multi-Vitamin

Revital (bt) 12%

Anti-Biotic Skifi (Cefexime)

Mahacef 12% Ceftas 18% 3% Taxim-O 30% Zifi 37%

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(3) Lajpat Nagar

Multi-Vitamin
Superactiv e 13% Revital (strip) 22% Zincovit 19% Riconia 16% Revital (bt) 11%

Supradin 19%

Anti-Biotic (Cefexime)
Mahacef 10% Skifi 5%

Ceftas 21%

Taxim-O 26%

Zifi 38%

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(4) Moti Bagh

Multi-Vitamin
Revital (strip) Superactive 13% 22% Riconia 14% Supradin 19% Revital (bt) 12%

Zincovit 20%

Anti-Biotic (Cefexime)
Skifi Mahacef 7% 11% Ceftas 24% Taxim-O 23%

Zifi 35%

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(5) Sarojini Nagar

Multi-Vitamin
Revital Superactive (strip) 16% 17% Zincovit 25% Supradin 15%

Revital (bt) 10%

Riconia 17%

Anti-Biotic (Cefexime)
Skifi 4%

Mahacef 20% Taxim-O 31% Ceftas 21% Zifi 24%

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(6) Satya Niketan

Multi-Vitamin
Revital Superactive (strip) 16% 17% Zincovit 18% Supradin 23% Riconia 17% Revital (bt) 9%

Anti-Biotic (Cefexime)
Skifi 3%

Mahacef 29%

Taxim-O 21%

Ceftas 20%

Zifi 27%

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(7) R.K. Puram

Multi-Vitamin

Superactive 12% Revital (strip) 17%

Zincovit 29%

Revital (bt) 14% Riconia Supradin 14% 14%

Anti-Biotic (Cefexime)
Skifi 1%

Mahacef 24%

Taxim-O 32%

Ceftas 18% Zifi 25%

(8) Defense Colony (9) Kotla, South-Extension (10) Nehru Nagar (11) IIT-Delhi b) Location of a store. (1) Near Doctors clinic (2) Inside the hospital (3) In residential area

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c) Product wise sale.

South Delhi Company's sales in MultiVitamin

Superactive 14% Revital (strip) 20% Zincovit 22% Supradin 18% Riconia 15% Revital (bt) 11%

South Delhi Company's sales in AntiBiotic (cefexime)

Skifi 4% Mahacef 18% Ceftas 21% Zifi 30%

Taxim-O 27%

1.4 Conclusion:
Today Cefexime formula is 17years old, but still its growing at a rate of 20%. This means that the market is very huge. There are very few products for cefexime formula in market. Today Cipla is on top in market but their staff and customer treatment is of below average quality, thus there is a tremendous scope for Ranbaxy to capitalize on customer relation because todays competition is not only on product but also on maintaining customer relation, it is not only selling product but how you treat customers pre-sales and post-sales. Skifi is a new comer in the market but has its own USP of being mouth dissolving and in mangor flavor which is first in its kind and its price is also comparatively less than others. It cost Rs. 7.50 per

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tablet to a retailor. So though being a new comer to a market we can see the scope of huge demand for the product. By overall analysis, we could company name in order of their performance as to satisfy customer (best coming on top), it would be: 1. Ranbaxy 2. FDC 3. Torrent 4. Lupin 5. Cipla 6. Sun Pharma

7. Zydus Cadilla

1.5 Learning: Patience is among the most important quality needed in a staff to be in field and to work with growth.

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Bibliography
1) 2) 3) 4) 5) www.ranbaxy.com/
http://en.wikipedia.org/wiki/Ranbaxy_Laboratories http://www.cci.in/pdf/surveys_reports/indias_pharmaceutical_industry.pdf http://www.cci.in/pdf/surveys_reports/indian-pharmaceuticals-industry.pdf http://bw.businessworld.in/PDF_upload/Indian_Pharma.pdf

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