DESSERTATION REPORT ON STUDY OF NUTRACEUTICAL MARKET PRODUCT (CH-BALANCE) IN MEERUT

SUBMITTED IN PARTIAL FULFILLMENT OF DEGREE OF MASTER OF BUSINESS ADMINISTRATION

SUBMITTED BY: Ravi Teza

LIST OF CONTENTS

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ACKNOWLEDGEMENT DECLARATION EXECUTIVE SUMMARY INTRODUCTION LITRATURE REVIEW

• • • • • • • •

RESEARCH METHODOLOGY DATA COLLECTION QUESTIONNAIRE DATA INTERPRETATION AND ANALYSIS LIMITATIONS OF THE STUDY CONCLUSION OF THE STUDY RECOMMENDATIONS OF THE STUDY BIBILOGRAPHY

ACKNOWLEDGEMENT

I would like to thank my mentor Dr.Reshma Nasreen for all the help rendered to me during the project work and going out of way to help me with each and every aspect of project.

I wish to express my gratitude to Mr. DECLARATION . V. Arora. Sritech Pharma for his valuable guidance and suggestions which has saved me from many pitfalls during the course of my study. I would also like to thank my Family for their moral as well as financial support during the study. K. Regional Sales Manager . I would like to thank all PHYSICIANS for their support and help which made whole project the learning experience of life time.

K.110062 EXECUTIVE SUMMARY The Indian Pharmaceutical Industry today is in the front rank of India’s science-based industries with wide ranging capabilities in the complex field of drug manufacture and technology. Department of Management . It ranks very high in the third world. quality and range of medicines manufactured. I further declare that this project work is based on my original work and no part of this project has been published or submitted to anybody. in terms of technology.Reshma Nasreen .Jamia Hamdard . SAMIULLAH KHAN MBA (PM) 4th SEM D/O MANAGEMENT JAMIA HAMDARD NEW DELHI . Arora. Regional Sales Manager . . almost every type of medicine is now made indigenously.The Project entitled “Prescription Pattern of General Physician in Western Uttar Pradesh’’ is an original piece of work and which was carried out under the supervision of Mr. From simple headache pills to sophisticated antibiotics and complex cardiac compounds. Sritech Pharma and under the guidance of Dr. V.

and Vitamin D. Most of the Cardiologist were overloaded with work and participated casually in the research work. International companies associated with this sector have stimulated. In addition. Cardiologists were not aware of the ch-balance of Amway. Regular detailing of drugs by Medical Representatives and better quality Products plays an important role in shifting brand loyalty of Cardiologist.Indian Pharma Industry boasts of quality producers and many units approved by regulatory authorities in USA and UK. Rosuvas was most prescribed anti-cholesterol drug among cardiologist. Cholesterol is a waxy steroid of fat that is manufactured in the liver or intestines to produce hormones and cell membranes and transported in the blood plasma of all mammals. It is almost completely absent among prokaryotes. The Cardiologist use to attend between 20-40 everyday. Only few of them trust herbal substitute for cholesterol. Most of the Cardiologist did not trust Herbal Drugs. The Patients suffered from various factors and cholesterol is one of the major sources of diseases. steroid hormones.[2] It is an essential structural component of mammalian cell membranes. where it is required to establish proper membrane permeability and fluidity.The questionnaire mainly includes the questions related to prescribing behavior of Cardiologist and factors affecting their prescription pattern. Cholesterol is the principal sterol synthesized by animals. which include bacteria. The research was conducted on 20 Physicians in the two cities . In addition. cholesterol is an important . The anti-cholesterol drugs have very huge market and its herbal substitute can be money making machine if proper strategies are employed. It is an essential structural component of mammalian cell membranes. where it is required to establish proper membrane permeability and fluidity. assisted and spearheaded this dynamic development in the past 53 years and helped to put India on the pharmaceutical map of the world. such as plants and fungi. but small quantities are synthesized in other eukaryotes. Introduction Cholesterol is a waxy steroid of fat that is manufactured in the liver or intestines to produce hormones and cell membranes and transported in the blood plasma of all mammals. high levels of cholesterol in the blood can clog arteries and potentially is linked to diseases such as heart disease The research was conducted on GENERAL PHYSICIAN in Meerut and Bulandshahar. cholesterol is an important component for the manufacture of bile acids. Although cholesterol is an important and necessary molecule for mammals. Around 35%-60% of the cardiac patients suffered problem due to cholesterol.

(bile) and stereos (solid). The role of cholesterol in such endocytosis can be investigated by using methyl beta cyclodextrin (MβCD) to remove cholesterol from the plasma membrane. For a person of about 68 kg (150 pounds). alongside the no polar fatty acid chain of the other lipids. high levels of cholesterol in the blood can clog arteries and potentially is linked to diseases such asheart disease. which include bacteria. assisting in the . Phytosterols can compete with cholesterol reabsorption in the intestinal tract. while the bulky steroid and the hydrocarbon chain are embedded in the membrane. However. Typically about 50% of the excreted cholesterol is reabsorbed by the small bowel back into the bloodstream. The hydroxyl group on cholesterol interacts with the polar head groups of the membrane phospholipids and sphingolipids. it was only in 1815 that chemist Eugène Chevreulnamed the compound "cholesterine" Since cholesterol is essential for all animal life. In this structural role. cholesterol has also been implicated in cell signaling processes. cholesterol reduces the permeability of the plasma membrane to protons (positive hydrogen ions) and sodium ions. Cholesterol is recycled. Typical daily additional dietary intake in the United States is 200–300 mg. such as plants and fungi. steroid hormones. Function Cholesterol is required to build and maintain membranes. it is primarily synthesized from simpler substances within the body.component for the manufacture of bile acids. François Poulletier de la Salle first identified cholesterol in solid form in gallstones. and thechemical suffix -ol for an alcohol. depending on how it is transported within lipoproteins. Within the cell membrane. typical total body cholesterol synthesis is about 1 g (1. and Vitamin D. Recently. and total body content is about 35 g. However. The name cholesterol originates from the Greek chole. including caveola-dependent and clathrindependent endocytosis. It is excreted by the liver via the bile into the digestive tract. Cholesterol is essential for the structure and function of invaginated caveolae and clathrin-coated pits.000 mg) per day. The body compensates for cholesterol intake by reducing the amount synthesized. Although cholesterol is an important and necessary molecule for mammals. thus reducing cholesterol reabsorption. Cholesterol is the principalsterol synthesized by animals. cholesterol also functions in intracellular transport. It is almost completely absent among prokaryotes. but small quantities are synthesized in other eukaryotes. cell signaling and nerve conduction. high levels in blood circulation. in 1769. are strongly associated with progression of atherosclerosis. it modulates membrane fluidity over the range of physiological temperatures.

cholesterol is the precursor molecule in several biochemical pathways. Some research indicates that cholesterol may act as an antioxidant. . Cholesterol is an important precursor molecule for the synthesis of Vitamin D and the steroid hormones. Human breast milk also contains significant quantities of cholesterol. In the liver. cholesterol is converted to bile. Within cells.formation of lipid rafts in the plasma membrane. including the adrenal glandhormones cortisol and aldosterone as well as the sex hormones progesterone. Trans fat is most often encountered in margarine and hydrogenated vegetable fat. and their derivatives. and do not occur in significant amounts in nature. Total fat intake. animal fats. and Vitamin K. which are suggested to help lower serumcholesterol levels. estrogens. egg yolks. which solubilize fats in the digestive tract and aid in the intestinal absorption of fat molecules as well as the fat-soluble vitamins. In many neurons. A change in diet in addition to other lifestyle modifications may help reduce blood cholesterol. and testosterone. and consequently in many fast foods. which is then stored in the gallbladder. Major dietary sources of cholesterol include cheese. rich in cholesterol. The amount of cholesterol present in plant-based food sources is generally much lower than animal based sources. a myelin sheath. In addition. Vitamin E. several types of oil and chocolate. beef. Vitamin D. all foods containing animal fat contain cholesterol to varying extents. As a consequence. Dietary sources Animal fats are complex mixtures of triglycerides. and shrimp. since it is derived from compacted layers of Schwann cell membrane. Trans fats are typically derived from the partial hydrogenation of unsaturated fats. provides insulation for more efficient conduction of impulses. and fried or baked goods. plays a larger role in blood cholesterol than intake of cholesterol itself. especially saturated fat and trans fat. snack foods. with lesser amounts of phospholipids and cholesterol. Those wishing to reduce their cholesterol through a change in diet should aim to consume less than 7% of their daily caloriesfrom animal fat and fewer than 200 mg of cholesterol per day. Saturated fat is present in full fat dairy products.poultry. pork. Avoiding animal products may decrease the cholesterol levels in the body not only by reducing the quantity of cholesterol consumed but also by reducing the quantity of cholesterol synthesized. plant products such as flax seeds and peanuts contain cholesterol-like compounds called phytosterols. Bile contains bile salts. Vitamin A.

This molecule is then reduced to mevalonate by the enzyme HMG-CoA reductase. Konrad Bloch and Feodor Lynen shared the Nobel Prize in Physiology or Medicine in 1964 for their discoveries concerning the mechanism and regulation of cholesterol and fatty acid metabolism. coronary artery disease leading to coronary heart disease).In the presence of cholesterol. This step is the regulated. SREBP is bound to two other proteins: SCAP (SREBP- . A higher intake from food leads to a net decrease in endogenous production. and reproductive organs. Oxidosqualene cyclase then cyclizes squalene to formlanosterol. About 20–25% of total daily cholesterol production occurs in the liver. Synthesis within the body starts with one molecule of acetyl CoA and one molecule of acetoacetyl-CoA. lanosterol is then converted to cholesterol. Moreover. The main regulatory mechanism is the sensing of intracellular cholesterol in the endoplasmic reticulum by the protein SREBP(sterol regulatory element-binding protein 1 and 2). the benefits of a diet supplemented with plant sterol esters has been questioned. adrenal glands. changed to reduce dietary fat and cholesterol. Two molecules of farnesyl pyrophosphate then condense to form squalene by the action of squalene synthase in the endoplasmic reticulum. Synthesis All animal cells manufacture cholesterol with relative production rates varying by cell type and organ function. (and thus reduce the likelihood of development of. This molecule is decarboxylated toisopentenyl pyrophosphate. though the homeostatic mechanisms involved are only partly understood.It is debatable that a diet. whereas lower intake from food has the opposite effect. rate-limiting and irreversible step in cholesterol synthesis and is the site of action for the statin drugs (HMG-CoA reductase competitive inhibitors). can lower blood cholesterol levels. Finally. which are dehydrated to form 3-hydroxy-3-methylglutaryl CoA (HMGCoA). ingested animal protein can raise blood cholesterol more than the ingested saturated fat or any cholesterol. Also pointed out is the experimental discovery that in the diet. which is a key metabolite for various biological reactions. among others. Three molecules of isopentenyl pyrophosphate condense to form farnesyl pyrophosphate through the action of geranyl transferase. Regulation of cholesterol synthesis Biosynthesis of cholesterol is directly regulated by the cholesterol levels present. because any reduction to dietary cholesterol intake could be counteracted by the organs compensating to try to keep blood cholesterol levels constant. Mevalonate is then converted to 3-isopentenyl pyrophosphate in three reactions that require ATP. other sites of higher synthesis rates include the intestines.

chylomicrons. When cholesterol levels fall. triglycerides and cholesterol esters are carried internally. are transported in the surface monolayer of the lipoprotein particle. very-low-density lipoprotein (VLDL). they received the Nobel Prize in Physiology or Medicine for their work. it is transported in the circulatory system within lipoproteins. This enzyme's activity can also be reduced by phosphorylation by an AMP-activated proteinkinase. In 1985. which stimulates the transcription of many genes. where SREBP is cleaved by S1P and S2P (site-1 and -2 protease). it can dissolve and travel in the water-based bloodstream at exceedingly small concentrations. Cholesterol synthesis can be turned off when cholesterol levels are high. Brown and Dr. For this reason. Because this kinase is activated by AMP. allowing the complex to migrate to the Golgi apparatus. Their subsequent work shows how the SREBP pathway regulates expression of many genes that control lipid formation and metabolism and body fuel allocation. Phospholipids and cholesterol. Plasma transport and regulation of absorption Cholesterol is only slightly soluble in water. Increasing concentrations of cholesterol (and other sterols) cause a change in this domain's oligomerization state. intermediate-density . The cleaved SREBP then migrates to the nucleus and acts as a transcription factor to bind to the SRE (sterol regulatory element). in order of increasing density. Goldstein in the 1970s. Insig-1 dissociates from the SREBP-SCAP complex.Joseph L. Among these are the low-density lipoprotein (LDL) receptor and HMG-CoA reductase. Michael S. which is produced when ATP is hydrolyzed. being amphipathic. it follows that cholesterol synthesis is halted when ATP levels are low. The former scavenges circulating LDL from the bloodstream. The membrane domain functions to sense signals for its degradation. two enzymes that are activated by SCAP when cholesterol levels are low. In addition to providing a soluble means for transporting cholesterol through the blood. lipoproteins have cell-targeting signals that direct the lipids they carry to certain tissues.cleavage-activating protein) and Insig1. there are several types of lipoproteins within blood called. complex discoidal particles which have an exterior composed of amphiphilic proteins and lipids whose outward-facing surfaces are water-soluble and inward-facing surfaces are lipid-soluble. as well. which makes it more susceptible to destruction by the proteosome. A large part of this signaling pathway was clarified by Dr. Since cholesterol is insoluble in blood. HMG CoA reductase contains both a cytosolic domain (responsible for its catalytic function) and a membrane domain. whereas HMG-CoA reductase leads to an increase of endogenous production of cholesterol.

The vesicle then fuses with a lysosome. the lipoprotein particles are molecular addresses that determine the start. the same regulatory protein as was used to control synthesis of cholesterol de novo in response to cholesterol presence in the cell. which contain an even higher percentage of cholesterol. Cholesterol which is not used by muscles remains in more cholesterol-rich chylomicron remnants. and apolipoprotein E in their shells. The cholesterol within all the various lipoproteins is identical. LDL receptor synthesis is blocked so that new cholesterol in the form of LDL molecules cannot be taken up. low-density lipoprotein (LDL). many LDL receptors become localized in clathrin-coated pits. The more cholesterol and less protein a lipoprotein has the less dense it is. The IDL molecules have two possible fates: Half are into metabolism by HTGL. LDL molecules. are the major carriers of cholesterol in the blood. which have the highest percentage of cholesterol within them. The shell of the LDL molecule contains just one molecule of apolipoprotein B100. When the cell has abundant cholesterol. Both the LDL and its receptor are internalized by endocytosis to form a vesicle within the cell. the least dense type of cholesterol transport molecules. Upon binding of apolipoprotein B100. On the converse. the blood vessel cleave and absorb more triacylglycerol from IDL molecules. which has an enzyme called lysosomal acid lipase that hydrolyzes the cholesterol esters. contain apolipoprotein B-48. These molecules contain apolipoprotein B100 and apolipoprotein E in their shell. although some cholesterol is carried as the "free" alcohol and some is carried as fatty acyl esters referred to as cholesterol esters. more LDL .and endpoints for cholesterol transport. Chylomicrons. which is recognized by the LDL receptorin peripheral tissues. which are taken up from the bloodstream by the liver. the different lipoproteins contain apolipoproteins. Chylomicrons are the transporters that carry fats from the intestine to muscle and other tissues that need fatty acids for energy or fat production. In this way.500 molecules of cholesterol ester. Now within the cell. apolipoprotein C. therefore. the cholesterol can be used for membrane biosynthesis or esterified and stored within the cell. VLDL molecules are produced by the liver and contain excess triacylglycerol and cholesterol that is not required by the liver for synthesis of bile acids. taken up by the LDL receptor on the liver cell surfaces and the other half continue to lose triacylglycerols in the bloodstream until they form LDL molecules. However.lipoprotein (IDL). During transport in the bloodstream. which serve as ligands for specific receptors on cell membranes. so as to not interfere with cell membranes. and each one contains approximately 1. and high-density lipoprotein (HDL). Synthesis of the LDL receptor is regulated by SREBP.

Approximately 95% of the bile acids are reabsorbed from the intestines and the remainder lost in the feces. a finding that subsequently became known as the “oxysterol hypothesis”. which become engorged and form foam cells. cholesterol crystallises and is the major constituent of most gallstones. autoxidation. and other serious medical problems. These plaques are the main causes of heart attacks. recycling and excretion Cholesterol is susceptible to oxidation and easily forms oxygenated derivatives known as oxysterols that can be formed by three different mechanisms.receptors are made when the cell is deficient in cholesterol. When this system is deregulated. A mixture of conjugated and non-conjugated bile acids along with cholesterol itself is excreted from the liver into the bile. The excretion and reabsorption of bile acids forms the basis of the enterohepatic circulation which is essential for the digestion and absorption of dietary fats. HDL particles are thought to transport cholesterol back to the liver for excretion or to other tissues that use cholesterol to synthesize hormones in a process known as reverse cholesterol transport (RCT). Also.[30] These in turn are conjugated with glycine. Metabolism. Under certain circumstances. having small numbers of large HDL particles is independently associated with atheromatous disease progression within the arteries. In contrast. as in the gallbladder. Differences in cholesterol homeostasis affect the development of early atherosclerosis (carotid intima-media thickness). oxidation secondary to lipid peroxidation and by cholesterol metabolizing enzymes. or sulfate. A great interest in oxysterols arose when it was shown that they exerted inhibitory actions on cholesterol biosynthesis. many LDL molecules appear in the blood without receptors on the peripheral tissues. glucuronic acid. These LDL molecules are oxidized and taken up by macrophages. Additional roles for oxysterols in human physiology include their participation in bile acid biosynthesis. These cells often become trapped in the walls of blood vessels and contribute to artherosclerotic plaque formation. their function as transport forms of cholesterol and as regulators of gene transcription. although lecithin and bilirubin gallstones also occur less frequently . when more concentrated. strokes. taurine. leading to the association of so-called LDL cholesterol (actually a lipoprotein) with "bad" cholesterol. Having large numbers of large HDL particles correlates with better health outcomes. Cholesterol is oxidized by the liver into a variety of bile acids.

Their main action is to decrease triglyceride levels but they also tend to reduce LDL cholesterol and help to raise HDL cholesterol. They are the most effective drugs in lowering LDL cholesterol. Decreased cholesterol production leads to an increase in the number of LDL membrane receptors. Brand Name Antara. Lipofen. Statins Statins are also known as HMG-CoA reductase inhibitors.Triglide Generic Name fenofibrate . They inhibit HMG-CoA reductase (3-hydroxy-3methylglutaryl coenzyme A reductase) an enzyme involved in the synthesis of cholesterol. Brand Name Altocor. Some are better at lowering LDL cholesterol. especially in the liver. Tricor. Apparently it decreases plasma levels of triglycerides by decreasing their synthesis. Also reduces plasma levels of VLDL cholesterol by reducing its release into the circulation and increasing catabolism. the good cholesterol. which increases clearance of LDL cholesterol from circulation.Treatment There are several types of lipid lowering drugs. Mechanism of action is not well established. some at reducing triglyceride levels and some help raise HDL cholesterol. Mevacor Crestor Lescol Lipitor Pravachol Zocor Baycol (withdrawn August 2001) Generic Name lovastatin rosuvastatin fluvastatin atorvastatin pravastatin simvastatin cerivastatin Fibrates Fibrates are regarded as broad-spectrum lipid lowering drugs.

Depletion of cholesterol from the liver increases LDL receptor activity.Atromid-S Lopid Cholesterol Absorption Inhibitors clofibrate gemfibrozil This is a new class of antihyperlipidemic drugs. they are not absorbed but bind to bile acids in the intestine and prevent their reabsorption. Questran Light Welchol Nicotinic Acid Group Generic Name colestipol cholestyramine colesevelam Niacin (also known as Nicotinic acid) is limited by its side effects especially vasodilatation. Decrease in bile acid leads to an increase in hepatic synthesis of bile acids from cholesterol. It works by reducing the absorption of dietary cholesterol. through the intestines.5 to 3 g daily it lowers both cholesterol and triglyceride concentrations by inhibiting synthesis. In doses of 1. Brand Name Colestid. Brand Name Zetia Generic Name ezetimibe Bile Acid Sequestrants (also known as Anion-Exchange Resins) Bile acid sequestrants reduce serum cholesterol levels. They cause no change or sometimes even cause a slight increase in trigylceride concentrations and are therefore not suitable for patients with elevated triglyceride levels. After oral administration. Brand Name Niacor Fish Oil Generic Name niacin . which removes LDL cholesterol from the blood. Flavored Colestid Questran. It also increases HDL cholesterol. The bound complex is insoluble and is excreted in the faeces.

Reducing high cholesterol levels will slow the progression of atherosclerosis. Periodic monitoring of your blood levels is necessary. and Superlipid. Outlook (Prognosis) If you are diagnosed with high cholesterol. Lesterol. has been shown to reduce both LDL and HDL cholesterol levels. a form of soluble fibre. Probucol. Possible Complications Possible complications of high cholesterol include: • • • Atherosclerosis Coronary artery disease Stroke . can be used as an adjunct to a lipid lowering diet in patients with mild to moderate hypercholesterolemia. Lorelco. you will probably need to continue lifestyle changes and drug therapy throughout your life. Omacor Combination Drug Therapy Generic Name omega-3-acid ethyl esters Niacin and ezetimibe are available in combination with statins. Lurselle. Brand Name Lovaza. It is not available in U. It probably acts by reducing reabsorption of bile acids: plasma triglycerides remain unchanged.S. as single dose forms. but is available in Canada under the following brand names. Brand Name Advicor Simcor Generic Name niacin/lovastatin niacin/simvastatin Brand Name Vytorin Other Drugs Generic Name ezetimibe/simvastatin Ispaghula Husk. Panesclerina. Bifenabid.Fish oil preparations are used to lower very high triglyceride levels in the blood.

in key markets. Japan and the UK. Abbott’s Tricor and Bristol Myers Squibb’s Pravacol. the legal challenges surrounding the number one drug have set a new benchmark for pharmaceutical companies protecting branded products. as the high revenue streams of Lipitor will experience significant challenges before the commencement of the next decade. Principally. there is significant unrest between Pfizer’s key stakeholders about the future of the drug. the rising incidence of multiple diseases. The future of Lipitor is therefore vitally important to Pfizer. This report includes detailed five-year forecasts over the period 2008-2013. Pfizer’s Lipitor (atorvastatin) generated global revenues of $13. there are strong drivers of growth including unmet therapeutic needs.• Heart attack or death Lipitor In 2006. reduced R&D efficiency and increased competition. the rising living standards and fast-developing geographical markets. Industry observers predict that Pfizer’s crises are far from over. Nevertheless. the drug has repeatedly maintained steady growth over the past 5 years. making it the best selling drug in pharmaceutical history. However. Despite the maturing status of Lipitor. as Lipitor’s blockbuster revenue is seriously threatened by imminent patent expiration in some of the drug’s largest markets such as the US. crowding out the yearly revenues of other lipid-regulating blockbuster drugs: Merck& Co’s Zocor and Zetia. Pfizer’s lack of success to replace Lipitor with Torcetrapib has escalated the company’s near-term battles besides the ever-tighter regulatory hurdles. amongst the heightened Lipitor topics are the imminent exposure of the $1 billion annual drug sales or more. especially in this uncertain period of economic changes and pressures.6bn. creating formidable therapeutic challenges as healthcare payers influence pricing. Moreover. Off the immediate entry of Ranbaxy’s generic Lipitor. Astrazeneca’s Crestor. ageing populations. Literature review . and features 10 and 15-year forecasts to help you understand the medium-term prospects for these markets. The blockbuster medicine has single-handedly driven the overall revenue margins of the cardiovascular segment. as well as the fast expanding generic market in which India’s Ranbaxy is a dominant force. as this area continues to dominate the pharmaceutical market.

2. Drugs for cholesterol Author: Hans. Lipitor .A. • Statins are combined with other drugs • Statins are followed by Fibrates as anti. 2006 Finding of this report states that • Statins are the most preferred anti –cholesterol drugs. Rose-Ellen Hope Publication: inset Publication Finding of this report states that • Prescription drugs are not only way to lower cholesterol.cholesterol drugs. Wolfe. Larry D. Sasich. 3.1. • There are many ways to control cholesterol apart from FDA approved drugs. the thief of memory Author: Duane Graveline Publication: jack Publication Finding of this report states that . • Diet control and proper exercise regime can also help in reducing cholesterol. Hidden truth about cholesterol lowering drugs Author: Sidney M.Mathew Publication: Gield&van publication.

The detail about its products. Amway : The cult of free enterprises Author: Duane Graveline Publication: jack Publication Finding of this report states that • • • The history of Amway The brief description about its competitor and strategies.  To study the nutraceutical prescribing Pattern of physicians in Meeerut and buandshahar (U.)  To study the details of marketing strategies employed by different nutraceutical companies in order to tap the urban market. .P.• The author has discussed about the memory loss and other problems faced by user of Lipitor and other statins. 4. • The author has discussed in detail about all the harmful effects of statins. Research Methodology STUDY REQUIREMENT – The product research of CH-balance in Meerut and Bulandshahar OBJECTIVE  To study the ground realities of nutraceutical business in semi urban cities. The author has emphasized about a herbal replacement of statins. • • The author has backed most of his claims with the help of relevant data.

Research Design There is a huge array of alternative research designs that can satisfy research objectives. Marketing research can be classified one of three categories: . The research will provide different aspects of prescribing behavior of General Physicians in terms of nutraceuticals. The key is to create a design that enhances the value of the information obtained. It will help neutraceutical marketers to design new marketing model and strategies to penetrate Pharma market. To study and observe the psychological aspect of prescribing behavior of General Physicians. To study and analyze the different marketing trends in semi urban market. whilst reducing the cost of obtaining it.. Scope of the research The research will provide an in-depth analysis of existing trends in nutraceutical business.SUB OBJECTIVE To study and observe the different aspects of nutraceutical marketing in India.

and the method of analysis prior to beginning data collection. determine the proportion of the population that uses a product. In other words. Conclusive research is the research design which leads us to conclusion. longitudinal studies are not necessarily representative since many people may refuse to participate because of the commitment required. Exploratory research Conclusive research : a) Descriptive research b) Causal research These classifications are made according to the objective of the research. exploratory research studies would not try to acquire a representative sample.1. the who. when. descriptive research should define questions. but it does not seek to test them. Exploratory research can be performed using a literature search. thus allowing one to monitor behavior such as brand-switching. but in other cases different phases of the same research project will fall into different categories. A special type of cross-sectional analysis is a cohort analysis. Exploratory research may develop hypotheses. and case studies.There are two basic types of descriptive research: longitudinal studies and cross-sectional studies. Such preparation allows one the opportunity to make any required changes before the costly process of data collection has begun. and forming hypotheses. seek to interview those who are knowledgeable and who might be able to provide insight concerning the relationship among variables. It is classified into: a) Descriptive research. When surveying people. people surveyed. 2. Exploratory research is characterized by its flexibility. why. Crosssectional studies sample the population to make measurements at a specific point in time. Case studies can include contrasting situations or benchmarking against an organization known for its excellence. where. 2. Longitudinal studies are time series analyses that make repeated measurements of the same individuals. or predict future demand for a product. As opposed to exploratory research. gaining insight. surveying certain people about their experiences. focus groups. and how aspects of the research should be defined. but rather. However. In some cases the research will fall into one of these categories. b) Causal research a) Descriptive research is more rigid than exploratory research and seeks to describe users of a product. eliminating impractical ideas. 1. gathering explanations. what. Exploratory research has the goal of formulating problems more precisely. which tracks an aggregate of individuals who experience the same event within the same . clarifying concepts.

Secondary Data: it includes information obtained from literature review.time interval over time. articles in the Newspapers. b) Causal research seeks to find cause and affect relationships between variables. Data Collection Sampling Procedure: 350 General Physician Practitioners Primary data: It was collected through well structured questionnaire from General Medical Practitioners. It accomplishes this goal through laboratory and field experiments. DATA ANALYSIS How Many numbers of cardiac patients are attended by you everyday? . The questionnaire design was such that it Motivated the respondents to cooperate. Honest and accurate answers. Cohort analyses are useful for long-term forecasting of product demand. become involved. magazines and internet. Research Design Used in the ProjectDescriptive format of conclusive research. and provide complete. Data Presentation-it is based on statistical analysis of the feedbacks obtained.

3. How many percentage of heart patients have cholesterol related problems? . 2. About half of the Cardiologist admitted examining up to 20 patients daily. Around 40% of the Cardiologist admitted examining between 20-40 patients.Findings: 1. Only 14% of them said their patients number exceeds 40 per day.

2.Findings: 1. Which drugs among you prescribe for cholesterol? . Above 40%of the cardiologist admitted that more then 60% of heart patients have cholesterol related problems. It shows that cholesterol is the major problem behind heart problems.

It was followed by world famous . Hamdards lipo tab and Himalayas shuddha gugglu was least prescribed in this catogery.Findings: 1. Pfizers LIPITOR 3. The market in meerut and bulandshahar was dominated by ranbaxys rosuvas. Your opinion about Herbal drugs for cholesterol control? . 2.

Do you prescribe CH-Balance for cholesterol reduction? . 5. 3. 2. Only 12% of the cardiologist admitted prescribing herbal medicines for cholesterol control and find them good as compare to conventional alternatives.Findings: 1. Around 1/3 of doctors interviewd said that the herbal cholesterol drugs are of average quality and they prescribe them some times. Majority of them admitted not prescribing herbal drugs.

Findings: 1. 2. Around 24% admitted knowing ch-balance but did not prescribe them. Only 12% of the cardiologist admitted they know ch balnce and use it some time. 3. . Majority of them admitted not knowing the product.

• Amway is world famous network marketing company. • The doctors were prescribing the Rosuvas of Ranbaxy. • Ch – Balance is the product of Amway. • The patients were mainly suffered from complications related to cholesterol.balance has very little penetration in anti-cholesterol market. • Only few doctors know the product and very few of them try to prescribe it. • • Internet Promotion of Ch-balance can be used as a powerful tool for promoting Pharma Products. • The herbal and nutraceutical market covers very less percentage of anti cholesterol drugs. . • Most of the cardiologist didn’t prescribe herbal substitute of rosuvas because of fear of quality of herbal products. • Most of the doctors use to attend up to 20 patients. The nutraceutical marketing in semi – urban cities has huge potential and will be money making machines for pharmaceutical & other marketing companies if proper strategies and marketing model is employed. • Ch.Conclusion of the study • • Indian nutraceutical market is growing @ 40% The prescribing behavior of General Physician plays an important role in Nutraceutical Marketing.followed by pfizers star product Lipitor.

P may match the tradition and culture of other Hindi speaking state but it differs from south India or north east states or other nonHindi states. d) The samples of the research were confined to one region of country. • The Product research on the Ch balance was done on cardiologist from Meerut . b) The questionnaire does not include any question to measure the psychological aspect of rural practitioners. • So. c) The questionnaire does not include any question related to demography of region. • This is the reason why many market model and strategies employed by several companies in India did not yield expected result. the result may not be as accurate due to lack of measurement of psychological behavior of rural prescriber. • The questionnaire does not include any question to measure the psychological behavior of rural practitioner.Limitations of the study • India is inhabited by people of different culture. the conclusion or findings of research may vary if done on a district of south India or any non-Hindi state. • So. • The findings of the research are not sufficient to formulate any new rural marketing model or strategy because : a) The questionnaire is only confined to prescribing aspect of rural practitioner. • Any kind of research on Indian population and its buying behavior cannot be accurate because of its diverse population with more diverse living style and culture. religion and traditions. Bulandshahar (Uttar Pradesh). • The culture and tradition of western U. . • The language and tradition changes here after every 10 km.

Rudy C.siraj (2009) : Prescribing pattern and Drug usuage : DMV Publication : 12-99 7. CBS Publication : 34-22 5. naturalsecrets. G. Windmeijer. Elements of Pharmaceutical Pricing. First Edition. Nutraceutical Marketing.Compettition and Marketing Strategies in Nutaceutical Industry . Pradhan.Slatter (1992). GMV Publication : 212-276 4.wikipedia. Susan F Marseken (2010). Sage Publication: New Delhi 2. Netherlands. B. Eric Laat. Centraal Planbureau (2003) : How does Nutraceutical Marketing influence doctors Prescribing behavior . Douven. E.Bibliography 1.org/wiki/Nutraceutical 8. www.parrynutraceuticals. M. www.Suresh (2001). Aslam . Frank A.Memade Publication : 346-389 6. Herbal & natural products Marketing . Stuart . DMS Publication 4th Volume : 11231149 3. en.com/ 9.com 10.com . Lambert M Surhone. Kolassa (2007).divisnutraceuticals. Miriam T Timpledon.P.

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