Marketing Strategy Adopted By Sun

Pharmaceuticals
( Based On Survey Of Doctors and
Chemists)

Prepared By: Project Guide

Hardik C . Patel Mr . Rajesh Ganatra
( 68 )
&
Jigar D . Shah ( 93 ) CPIMR
 Profile of Sun Pharma
 Specialty pharmaceuticals and active pharmaceutical ingredients
production
 Medicines in Chronic therapy areas like
ü Cardiology
ü Psychiatry
ü Neurology
ü Gastroenterology
ü Diabetology
ü Respiratory.
 Started in 1983
 Ranked no. 1 in India in specialty areas like psychiatry , neurolog
cardiology.
 It has:
 1) 17 manufacturing plants in 3 continents
 2) 8000 employees
 3) 2 World class research centres
 SWOT analysis
Strength Weakness

Ability to launch new Continuous losses of

products with a great Caraco Pharma .
amount of speed and
consistency

opportunities Threats

DPCO ( Drug Price Control Order) Entry of foreign players

relaxation and US market
entry .
 Rationale of study
To check the effectiveness of
the current marketing strategy
of the company.


To check whether there is need

to change the strategy which
will directly affects company’s
profitability & brand value.

Research objectives
To study existing marketing
strategies of company.
To study the promotional of product
among field force and distribution
channels.
To observe product and
improvement (if needed) to meet a
changing market need or
customer's taste.
To study the sales ranking of the
various products of Companies as
per ORG IMS.
 Research methodology
R e se a rch D e sig n D e scrip tiv e R e se a rch
D e sig n
P o p u la tio n B a ro d a & H a lo l
S a m p lin g u n it D o cto rs a n d ch e m ists
o f b a ro d a a n d h a lo l
S a m p lin g D e sig n C o n v e n ie n t sa m p lin g .
S a m p le S ize 1 0 0 d o cto rs
5 0 ch e m ists
R e se a rch T o o l Q u e stio n n a ire

T y p e s o f q u e stio n s C lo se e n d e d
Typ e of qS utru
e stio n sd
ctu re
A N A LY S IS O F Q U E S T IO N N A IR E F O R D O C T O R
ow do you come to know about medicines of a pharmaceutical comp

INTERPRETATION :
It is observed from the chart that most of the doctors
( 43 %) come to know about medicines from MR (medical
representative).
 (2) How do you remember the brand names of medicines, as then
are so many players in market?

CATEGORY NO. OF RESPONSES

Conference participation of companies 19
Due to visual folder 39
Gifts given by MR 10
Literature send by companies 9
Continuous Follow up 16
Any Other 7
Total 100

INTERPRETATION :
It can be concluded from chart that around 40 % of the
doctors remember the name of medicines by visual folders
(brochures ) of company .
 (3) How do you prescribed medicines?
CATEGORY NO. OF
90%
90%
RESPONSES
80%
70%
60% By brand name 90
50%
40%
P
g
n
e
a
c
r
t

30%
20%
3% 7%
10% By generic 3
0%
Name
BRANDNAME
GENERICNAME
CONTENTS
By contents 7
Methodofprescriptiongeneration

Total 100
100

INTERPRETATION :

90 % doctors prescribe medicines by brand name .

(4) What do you do when chemist substitute your prescribed
medicines?
CATEGORY NO.OF RESPONSES

Not accept at any 9

conditions
Accept if prescribed 49
product not available

Accept some time 30

Accept always 12
TOTAL 100

INTERPRETATION :

It can be seen from pie chart

that 49 % of doctors will
divert to other medicine if
prescribed medicine is not
available.
 (5) Which brands are easy to recall?
CATEGORY
Brand
TOTAL easy to and
representing
unique pronounce
different
molecule
companies
andfrom
reminder
name
companies name 8NO.OF RESPONSES
36
551
100

INTERPRETATION:
51 % doctors remember medicine names by companies brand name.
(6) What impact does visual folder play in Brand reminding?

CATEGORY NO.OF
RESPONSES
Very Important 29

Important 41

Average 26

Not much 4

TOTAL 100

INTERPRETATION :
Visual folders are an important part of medicine introduction
& remembrance as 41 % of doctors give their opinion to its
importance.
(7) What are the parameters you consider for medicines before
prescribing?

CATEGORY NO.OF RESPONSES

Company's reputation 25

Relations with MR 0

Quality of products 63

Availability of the products 12

TOTAL 100

INTERPRETATION :
63 % Doctors prescribe products based on its quality .
A N A LY S IS O F Q U E S T IO N N A IR E F O R C H E M IS
(1) How do you come to know about medicines?

CATEGORY NO.OF RESPONSES

Through doctors 8
prescription

Through MR 38
Other source 2
Through 2
Distributor

TOTAL 50

INTERPRETATION :
It can be interpreted that 76 % of chemist get product
information through medical representatives (MRs).
(2) Do Doctors prescribe any particular company’s medicines or
of various companies?

CATEGORY NO. OF RESPONSES

Same company’s medicines 28

Different companies’ medicine 22

TOTAL 50

INTERPRETATION:
According to 56 % chemist, doctors generally like to
prescribe same company medicines
(3) Which product do you prefer to keep in you shop?

CATEGORY NO. OF RESPONSES

Product with high margin 10
Product with scheme 5
Product which Dr. 35
prescribed.

TOTAL 50

INTERPRETATION :
It can be said that 70 % of the chemists like to keep the
products which doctors prescribed.
 FINDINGS
Analysis of doctors’ survey gives us following
information.

•Communication & knowledge of Medical Representatives

(MRs) is very crucial for successful introduction of
medicines to doctors & thus to market.

•Brochures are very important marketing tool to have

impact of medicine in doctors mind.
•
•Brand name is the main criteria for medicine prescription.
•
•Our Company’s medicine may be substituted by other
company in case of unavailability at shop.

Quality products have higher preference in doctors

prescription.
The chemist survey also give us some important
findings

•Chemists keep the products which are prescribed by

doctors.

•MRs are equally important for medicine introduction to

chemist as in case of doctors.
 RECOMMENDATIONS
The visual folders ( brochures) should include
•mode of action of the drug,
•therapeutic use of the drug,
•dose of the drug
•side effect of the drug
•content
•Contradiction
•
Training of medical representatives
•Enhancement of communication skills
•Thorough knowledge about medicines .
•Comfort ability in speaking with doctors &
chemist.
•Specialtraining & development course for
them

Provide reference books to doctors in case of new drugs.

•
•Free treatment and information at the time of
launching of new drug which is use for its
availability in market as well as to extend the sale
of the product.
•
•Industrial & manufacturing unit tours for some
doctor will help to create company image in their
mind which will improve brand name of company.
•
•Medical & health check up camps for introduction
of new drugs through doctors. i.e. metformin ( ant
diabetic drug)

•
•
•
•
•
Limitations
•Analysis is made on the information provided by
the Retailers, Doctors, & Medical representative.

•
•Doctors were unable to give the exact preferred
product as there is a different medicine for the
different diseases and it varies patient to patient
•

•It is difficult to give the exact reason of low sales of

particular product because it is simultaneously
depends upon quality, price as well as on seasonal
or atmospheric conditions.

•The market research area is limited to Baroda city

& Halol town only.
 Conclusion
Although stiff competition in pharma industry, Sun Pharma is
doing well on the basis of Price and field force.

•Medical Representatives : The most important part of

introducing medicines to the Doctor

•The majority of Doctors prescribe medicines by Brand Name

and not by a Generic or content name.

•Major parameters considered before prescribing medicines

üCompany Reputation
üContents of Product
üQuality of Product
üPrice of Product
ü
•Chemist will prefer to keep those medicines that are
prescribed by Doctor. He will also keep those medicines that
have scheme or benefits.
•Sun Pharma have an opportunity to make the presence
in the consultant's chamber by introducing new innovative
Products with economy .
•
•Sun provides the world class ALU-ALU packing that
keeps the medicine very safe and having no effect on the
medicines by the external atmosphere.
 Learning from the project
 Getidea about the interconnection & involvement of MRs,
doctors & chemists in successful drug marketing & brand
development.


 Increase knowledge about medicines through regular

communication with company executives , doctors &
chemist.


 Get basic idea regarding working of marketing department

of sun pharma.


 Help to develop communication skills.

Contribution to the company

Company gets idea about positives , negatives & effectiveness

regarding existing marketing strategy.

The changes needed in marketing plans.

Gets idea to increase profitability & brand value by introducing
the medicines top doctors & chemists successfully.

Impact of doctors, chemists & company relations on product.

Effect of quality products on sales.

Distribution channels activeness & efficiency
THANK
YOU