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Marketsurveyonazithromycinandamoxicillinwithclavulanicacid 101028062144 Phpapp02
Marketsurveyonazithromycinandamoxicillinwithclavulanicacid 101028062144 Phpapp02
For
Prepared By
Under guidance of
Date: 23/08/10
Near Khatrej,
Gandhinagar 382721
This is to certify that Mr. Mitesh J Shah of your institute has satisfactorily completed industry Internship
Program in our Company from 1st July 2010 to 15th August 2010.
During the period of the Program, he was given on-the-job training covering various areas/given tasks
and responsibility comprising market survey on Azithromycin and Amoxicillin with Clavulanic acid.
He has completed and submitted the Research Report on Market Survey on Azithromycin and Amoxicillin
with Clavulanic acid on 23rd August 2010.
He has presented the Research Report in proper form before company official concerned on 16 th August
2010.
______________________
(Signature)
I, Mitesh J Shah, student of Post Graduate Program - Pharma of Stevens Business School,
Gandhinagar here by declare that the project work entitled “Market survey on Azithromycin and
Amoxicillin with Clavulanic Acid” submitted to the Troikaa Pharmaceuticals Limited, India,
Ahmedabad, is a record of an original work done by me and this project work is submitted in the partial
fulfillment of the requirements for Industrial Internship Program of PGP – Pharma of Stevens Business
School.
This project is a result of culmination of my sincere efforts. This report has not been submitted
to any other University or Institute for the award of any degree or diploma.
I declare that this submitted work is done solely by me and to the best of my knowledge. I have
tried at my level best to collect precise detail to provide useful information to the company.
I also declare that all the information collected from various sources has been duly
acknowledged in this project report.
PGP (Pharma)
Here, I take this opportunity to humbly express my gratitude to all those concerned with my
project entitled “Market Survey of Azithromycin and Amoxicillin with Clavulanic Acid”. I would like to
share the success of my project amongst the person who has directly and indirectly helped me to
complete this project.
I am extremely thankful to Mr.Ketan Patel (MD), for providing me and opportunity to work with
Troikaa Pharmaceutical, Ahmedabad. My sincere thanks to Ms. Gayatri Yadav (Senior Executive - PMT,
Troikaa Pharmaceutical), for her perseverance, co-operation and constant help and guidance
throughout the project, which helps me to increase my knowledge and professional skills in innovative
manner. I am also thankful to entire Troikaa Pharmaceutical team for giving me the co-operative and
friendly support for the project.
In providing concrete shape of my project, there are numerous people who have taken part. I
take this opportunity to express my deep sense of gratitude and hearty thanks to my Professor Dr.
Raashid Saiyed, Stevens Business School for providing me his valuable suggestions and remarks to
complete this project. His extensive knowledge of subject and the way, he imparted the same to me has
enabled me to develop the project cohesive manner.
I would like to express my heartiest thanks to my family, parents and sister to extend their help
as and when required. I would like to thank my friends for their support during my project.
The main objectives of my project entitled “Market survey on Azithromycin and Amoxicillin with
Clavulanic acid” are
1) To find out in which indication doctors prescribe Azithromycin, Amoxicillin with Clavulanic Acid
and Amoxicillin with Clavulanic acid sustain release 1 gm tablet.
2) To find out market share of these molecules in Ahmedabad Medicine market.
3) To find out pricing, promotional schemes given to chemist for top 15 brands of these molecules
and substitute brands of these molecules at retail level.
To conduct survey, personal interview was selected as a methodology for all three sample units;
retailers, doctors and dealers.
According to my market survey, I found out that indications for Azithromycin are Pneumonia –
particularly legionnaires, Chlamydia trachomatis, Donovanosis, Chaneroid & urethritis, Dry cough, Throat
pain and difficulty in deglutination. While indication for Amoxicillin and Clavulanic Acid are Skin & sof
tissue infection, Intra abdominal & gynecological sepsis, Urinary tract, biliary & respiratory tract infection
and Gonorrhea. There are makeable differences between the pricing of different brands of same
molecule for same strength. Most prefer substitute brand for Azithromycin at retail level is Azithral from
Alembic pharmaceutical while for Amoxicillin and Clavulanic combination, most prefer substitute brand
at retail level is AUGMENTIN DUO from GSK. Market leader for Azithromycin is Azithral from Alembic
pharmaceutical with more than 19% market share while for Amoxicillin and Clavulanic Acid, market
leader is AUGMENTIN DUO from GSK with more than 27% market share. Maximum promotion scheme
given to chemist for Azithromycin is 25% by Cipla pharmaceutical on its brands of AZEE and AZIMAX.
While for Amoxicillin and Clavulanic acid combination, maximum promotional scheme to chemist is 20%
which is given by GSK on Augmentin Duo, Alkem on Clavam, Alembic on Megaclav, Dr. Reddy’s on Clamp
and Zuventus on Augpen.
INDEX
Mark Market
et
Net income/ share
Total Revenues share
Rank Company Country (loss) Employees on
(USD millions) on
(USD millions) bases
bases
of NI
of TR
1 Johnson & United 63,747.00 12,949.00 118,700 16.24 17.31
Johnson States
2 Pfizer United 48,296.00 8,104.00 81,800 12.31 10.83
States
3 GlaxoSmithKli United 44,654.00 8,438.60 99,003 11.38 11.28
ne Kingdom
4 Roche Switzerland 44,267.50 8,288.10 80,080 11.28 11.08
5 Sanofi-Aventis France 42,179.00 5,636.70 98,213 10.75 7.53
6 Novartis Switzerland 41,459.00 8,195.00 96,717 10.57 10.95
7 AstraZeneca United 31,601.00 6,101.00 65,000 8.05 8.15
Kingdom
8 Abbott United 29,527.60 4,880.70 68,838 7.52 6.52
Laboratories States
9 Merck United 23,850.30 7,808.40 55,200 6.08 10.44
States
10 Wyeth United 22,833.90 4,417.80 47,426 5.82 5.90
States
392,415.30 74,819.30
Source: 2009 Annual Reports of the companies
The majority of the largest pharmaceutical companies are not diversified. They are either
concentrated exclusively on pharmaceutical products (Eli Lilly and AstraZeneca are good
examples with virtually 100% of their revenues coming from sales of pharmaceutical products)
or, although they develop and manufacture other health care products, they still have
pharmaceutical divisions as the core of their business that provide more than 50% of their
revenues. Other products manufactured by these companies usually include medical devices,
nutritional products, consumer healthcare products and products for animal health. Only two
out of these 15 major pharmaceutical companies have revenues from sales of pharmaceutical
products that are lower than 50% of their total sales.
These companies are world giants Johnson & Johnson (which besides pharmaceutical products
manufactures consumer goods and medical devices) and Bayer which has only about 15% of its
revenues from the sales of pharmaceutical products.
For leading pharmaceutical companies, investments in research and development are crucially
important for survival and prosperity; not surprisingly the pharmaceutical industry is
characterized by a very high level of R&D cost as percent of total revenues. So far as it usually
takes a long time to develop a new medicine (usually 10-15 years), and there is a high level of
uncertainty whether this particular R&D project will be successful, many companies have a
policy of investing in R&D an approximately stable share of company revenue. As for the case of
U.S. pharmaceutical companies I calculated profitability and liquidity ratios for non-US
pharmaceutical companies (provided in Table 5 and chart).
Several factors are worth mentioning. First, both GlaxoSmithKline and AstraZeneca that
underwent large-scale merger processes showed pretty stable financial performance during the
last few years that indirectly says something positive about successful completion of their
restructuring initiatives. It is too early to make any conclusions regarding the results of the
merger of Sanofi-Synthelabo and Aventis. Although the company reported -8.3% ROA in 2009 in
comparison with 21.6% during the previous year this sharp decline is mainly caused by
accounting treatment of transactions related to the merger: expensing total acquired R&D of
Aventis (total negative effect of 5,046 million EUR), and accounting of inventories (total negative
effect of 342 million EUR afer tax).
Second, losses of Roche 2007 to a significant extent can be explained by the legal settlements
with U.S. direct customers in the vitamin case, as well as sale of the Vitamins and Fine Chemicals
Division. Finally, Bayer showed much lower results than other companies in this group. Partially
this can be explained by much lower share of the highly profitable pharmaceutical business in its
total sales.
3.1.4) INDIAN PHARMACEUTICAL INDUSTRY
“The Indian pharmaceutical industry is a success story providing employment for millions and ensuring
that essential drugs at affordable prices are available to the vast population of this sub-continent.”
-Richard Gerster
The pharmaceutical industry in India is among the most highly organized sectors. This industry
plays an important role in promoting and sustaining development in the field of global medicine.
Due to the presence of low cost manufacturing facilities, educated and skilled manpower and
cheap labor force among others, the industry is set to scale new heights in the fields of
production, development, manufacturing and research.
In 2008, the domestic Pharma market in India was expected to be US$ 10.76 billion and this is
likely to increase at a compound annual growth rate of 9.9 per cent until 2010 and subsequently
at 9.5 per cent till the year 2015.
The Pharma industry generally grows at about 1.5-1.6 times the Gross Domestic Product growth.
Globally, India ranks third in terms of manufacturing Pharma products by volume.
The Indian pharmaceutical industry is expected to grow at a rate of 9.9 % till 2010 and afer that
9.5 % till 2015.
In 2007-08, India exported drugs worth Rs 302 billion in to the US and Europe followed by
Central and Eastern Europe, Africa and Latin America.
The Indian vaccine market which was worth Rs 27,930 million in 2007-08 is growing at a rate of
more than 20%.
The retail pharmaceutical market in India is expected to cross Rs 500-550 billion by 2012.
The Indian drug and pharmaceuticals segment received foreign direct investment to the tune of
Rs 60 billion from April 2000 to December 2008.
3.1.4.2) PHARMACEUTICAL DRUGS TRENDS
Anti-Diabetic Drugs and those for cardiovascular diseases are expected to see the fastest growth
in 2011. Cardiovascular patients will increase to 251 million in 2010, with the greatest rate of
growth forecast for the US market.
This is due to the changes in demographics and lifestyle that will boost the cardiovascular sales.
However, the growth rates will be limited by continued patent expiries for major products and
due to the lack of novel therapies.
The anti-hypertensive drugs will dominate the global cardiovascular market with a market share
of nearly 50%.
3.1.4.3) CHALLENGES
Every industry has its own sets of advantages and disadvantages under which they have to work; the
pharmaceutical industry is no exception to this. Some of the challenges the industry faces are:
• Regulatory obstacles
• Lack of proper infrastructure
• Lack of qualified professionals
• Expensive research equipments
• Lack of academic collaboration
• Underdeveloped molecular discovery program
• Divide between the industry and study curriculum
The government of India has undertaken several including policy initiatives and tax breaks for the growth
of the pharmaceutical business in India. Some of the measures adopted are:
Pharmaceutical units are eligible for weighted tax reduction at 150% for the research and
development expenditure obtained.
Two new schemes namely, New Millennium Indian Technology Leadership Initiative and the
Drugs and Pharmaceuticals Research Program have been launched by the Government.
The Government is contemplating the creation of SRV or special purpose vehicles with an
insurance cover to be used for funding new drug research
The Department of Pharmaceuticals is mulling the creation of drug research facilities which can
be used by private companies for research work on rent
• Export has become an important driving force for growth in this industry with more than 50
% revenue coming from the overseas markets.
• For the financial year 2008-09 the export of drugs is estimated to be $8.25 billion as per the
Pharmaceutical Export Council of India, which is an organization, set up by the Government
of India. A survey undertaken by FICCI, the oldest industry chamber in India has predicted
16% growth in the export of India's pharmaceutical growth during 2009-2010.
• The pharmaceutical industry has been witnessing a transformation in the recent past. Earlier,
the industry followed a product centric approach, with manufacturing aimed towards
fulfilling the domestic demand, while exports were largely confined to supplying APIs &
intermediates to the less regulated markets. Further, the contribution of services has been
miniscule in the total revenues of the pharmaceutical industry.
2009 2011
Industry Industry
• Presently, services account for only 10 percent of the total revenues of the Indian
pharmaceutical industry. However, it is estimated to increase up to 12 per cent by 2011 due
to continuous spurt in clinical research outsourcing, coupled with increase in discovery and
preclinical research activities.
• The contribution of exports to the total product revenues in 2009 was 68 percent. However,
moving at a high CAGR of 4 percent, contribution of export revenues would surpass the
share of the domestic market in the total revenue mix.
• By 2011, exports would contribute 62 percent to the total product revenues. Further,
unlocking of US$ 80 billion revenues patent expiry during 2008 – 2009 would present
significant opportunities for generic players, especially the Indian companies who would be
among the first to capitalize on this opportunity.
3.1.4.7) KEY PLAYERS IN INDIAN PHARMACEUTICAL INDUSTRY
There are several national and international pharmaceutical companies that operate in India. Most of
the country's requirements for pharmaceutical products are met by these companies. Some of them are
briefly described below:
• Dr. Reddy's Laboratories manufactures and markets a wide range of pharmaceuticals both in
India and abroad. The company has 60 active pharmaceutical ingredients to manufacture
drugs, critical care products, diagnostic kits and biotechnology products. The company has 6
FDA plants that produce active Pharma ingredients and 7 FDA inspected and ISO 9001 and
ISO 14001 certified plants. Dr. Reddy's Q1 FY10 result shows the revenues of the company at
Rs. 18,189 million which is up by 21%. During this quarter the company introduced 24 new
generic products, applied for 22 new generic product registrations and filed 4 DMFs.
• Cipla is an Indian pharmaceutical company renowned for the manufacture of low cost anti
AIDS drugs. The company's product range comprises of anthelmintics, oncology, anti-
bacterials, cardiovascular drugs, antibiotics, nutritional supplements, anti-ulcerants, anti-
asthmatics and corticosteroids. Cipla also offers other services like quality control,
engineering, project appraisal, plant supply, consulting, commissioning and know-how
transfer, support. For the financial year 2008-09 the company registered an increase of 22%
in sales and other income over the previous year.
• Nicholas Piramal is the second largest pharmaceutical healthcare company in India. The
brands manufactured by the company include Gardenal, Ismo, Stemetil, Rejoint, Supradyn,
Phensedyl and Haemaccel. Nicholas Piramal has entered into join ventures and alliances
with several international corporations like Cheissi, Italy; IVAX Corp; UK, F. Hoffmann-La
Roche Ltd., Allergan Inc., USA etc.
• Glaxo Smithkline (GSK) is a United Kingdom based pharma company; it is the world's second
largest pharmaceutical company. The company's portfolio of pharma products consist of
central nervous system, respiratory, oncology, vaccines, anti-infectives and gastro-
intestinal/metabolic products among others. On November 2009, the FDA had announced
that the H1N1 vaccine manufactured by GSK would join the list of the four vaccines
approved.
• Zydus Cadila also known as Cadila Healthcare is an Indian pharmaceutical company located
in Gujarat. The company's 1QFY2010 results show the net sales at Rs880.3cr which is higher
than the estimated Rs773cr. The net profit was Rs124.8cr which was increase of 39%; the
increase was on account of higher sales and improvement in the OPM.
With several companies slated to make investments in India, the future scenario of the pharmaceutical
industry in looks pretty promising. The country's pharmaceutical industry has tremendous potential of
growth considering all the projects that are in the pipeline. Some of the future initiatives are:
According to a study by FICCI-Ernst & Young India will open a probable Rs 336 billion market for
MNCs selling expensive drugs by 2015.
The study also says that the domestic Pharma market is likely to reach Rs 840 billion by 2015.
The Minister of Commerce estimates that Rs 266 billion will be invested in the domestic
pharmaceutical sector.
Public spending on healthcare is likely to raise from 7 per cent of GDP in 2007 to 13 per cent of
GDP by 2015.
Dr Reddy's Laboratories has tied up with GlaxoSmithKline to develop and market generics and
formulations in upcoming markets overseas.
Due to the low cost of R&D, the Indian pharmaceutical off-shoring industry is designated to turn
out to be Rs 105 billion opportunity by 2012.
The Indian pharmaceutical industry has a multi-level hierarchical regulatory institutional framework. Two
ministries of the Government of India play a major role in regulating the pharmaceutical sector in the
country. Each of these ministries deals with different aspects of regulations and works independently.
These are:
The Drugs Price Control Order (DPCO), 1995 is an order issued by the Government of India under
Section 3 of the Essential Commodities Act, 1955 to regulate the prices of drugs.The Order inter
alia provides the list of price controlled drugs, procedures for fixation of prices of drugs, method
of implementation of prices fixed by Government and penalties for contravention of provisions
among other things.
For the purpose of implementing provisions of DPCO, powers of the Government have been
vested in the National Pharmaceutical Pricing Authority (NPPA). Drugs are essential for health of
the society. Drugs have been declared as essential and accordingly put under the Essential
Commodities Act. Only 74 out of 500 commonly used bulk drugs are kept under statutory price
control. All formulations containing these bulk drugs either in a single or combination form fall
under the price control category. However, the prices of other drugs can be regulated, if
warranted in public interest.
DPCO FORMULA
The retail price of a formulation shall be calculated by the Government in accordance with the following
formula namely:
Where,
"M.C." means material cost and includes the cost of drugs and other pharmaceutical aids used
including overages, if any, plus process loss thereon specified as a norm from time to time by
notification in the Official Gazette in this behalf;
"C.C." means conversion cost worked out in accordance with established procedures of costing
and shall be fixed as a norm every year by notification in the Official Gazette in this behalf;
"P.M." means cost of the packing material used in the packing of concerned formulation,
including process loss, and shall be fixed as a norm every year by, notification in the Official
Gazette in this behalf;
"P.C." means packing charges worked out in accordance with established procedures of costing
and shall be fixed as a norm every year by notification in the Official Gazette in this behalf;
Provided that in the case of an imported formulation, the landed cost shall form the basis for fixing its
price along with such margin to cover selling and distribution expenses including interest and importer's
profit which shall not exceed fify percent of the landed cost.
[11]
3.1.4.13) CAPEXIL
CAPEXIL, a non-profit making organization, was setup in March 1958 by the Ministry of
Commerce, Government of India to promote export of Chemical and Allied Products from India.
And since then has been the voice of Indian business community. With the headquarter at
Kolkata, and regional offices at New Delhi, Mumbai, Kolkata and Chennai, CAPEXIL has more
than 3500 members across the country. One of the fascinating aspects of CAPEXIL is the
overwhelming variety of products it deals with.
CAPEXIL is an ardent advocate of exporters to the Government and the primary focus is to
provide export assistance to its member exporters.
CAPEXIL sends trade delegation to all major and developing markets around the world,
showcases Indian exports all over the world through exhibitions, fairs.
CAPEXIL can help the sourcing needs of an importer anywhere in the world, and also the selling
needs of Indian exporters. CAPEXIL is an ISO 9001: 2000 certified organization.
CAPEXIL OFFERS A FULL RANGE OF SERVICES TO INDIAN EXPORTERS AND
FOREIGN IMPORTERS
An interface between the government and the members regarding trade and policy related
matters
Dissemination of trade enquiries
Participation in national workshops, organizing seminars/buyer-seller meets
Preparation of relevant market reports
Analysis of Indian export trend across country, product or other parameters
Valuable resource of global trade data
Disbursement of grants through various market assistance programmes
Conducting training programmes on international trade
Access to most competent officers dedicated to quality service
Troikaa Pharmaceuticals, which started its business as a small-scale unit during 1983 and is now growing
at over 40 %, with its key focus on Pharmaceuticals and Nutraceuticals.
3.2.1) MISSION
“We aim to achieve a prominent position in the Pharmaceutical Industry, recognition by the medical
profession and admiration from the society. We strive to meet the demands of our goals by specifically
focusing on the basic fundamentals of excellence - Innovation, Quality & Service. The quest for excellence
encompasses all aspects of business.”
Troikaa's manufacturing facilities are state-of-the-art and are certified by the World Health Organization
(WHO) for following Good Manufacturing Practices. Troikaa has the capability to manufacture high
quality Critical Care Injectables, Tablets and Topical preparations. The manufacturing facilities are at Thol,
an industrial area that is 25 kilometers from Ahmedabad. For sustaining its growth, Troikaa
commissioned one more state-of-the-art manufacturing plant at Dehradun, Uttaranchal in May 2006.
Turnover of Troikaa Pharmaceutical Ltd for last year is around Rs 6688 million.
The company is promoted by Mr. Rajni V. Patel, one of the few pharmacy graduates, of the first batch of
L. M. College of Pharmacy, Ahmedabad in 1950.
Mr. Ketan Patel, has more than 25 years in the Pharma industry. He is an innovator, entrepreneur and
pharmacist. For his excellence in the academic area, he has received gold medals both at the graduate
and post graduate levels. Mr. Patel's passion for innovation has been in the area of Novel Drug Delivery,
wherein he has several patents to his credit. Mr. Patel also extends his services to the Centre for
Innovation, Incubation and Entrepreneurship at IIM-Ahmedabad by invitation, as a mentor to aspiring
entrepreneurs."
Mr. Milan R. Patel is the Joint Managing Director. He is a Chemical Engineer with specialization in process
controls and automation. He has in-depth experience of pharmaceutical manufacturing and quality
control operations.
ORGANIZATION CHAT
MEDICAL SERVICE DEPARTMENT
IN – HOUSE MANUFACTURING
THIRD PARTY MANUFACTURING
VP SALES AND MARKETING
Division 2
Troikaa is crowned with the prestigious Department of Scientific and Industrial Research (DSIR),
National Award for R & D efforts in Industry (2008), for developing Dynapar AQ 75mg/1ml.
It spends around 20% of its profit for research and development of new molecules and Novel
drug delivery system.
Troikaa Pharmaceutical mainly focuses on Novel Drug Delivery Systems (NDDS). The company
firmly believes in providing superior therapeutic benefits by improvising the formulations
through Innovative Technologies.
3.2.9) INNOVATIVE TECHNOLOGIES
The company's strength lies in its research and formulation development, which has resulted in
the development of proprietary technology platforms like Aquatech (painless administration of
drugs), Lipisol (enables oily formulation to become water miscible), Matrix (sustained release of
small amounts of active ingredient over an extended period of time from the tablet), etc.
It is through constant R&D that the company could develop Dynapar AQ 1 ml, which is the
world's first ever painless diclofenac injection. The company enjoys patent of Dynapar 1 ml, the
only 1 ml Diclofenac injection, in more than 20 countries; other countries would soon follow.
(Patent filed in 99 countries).
3.2.10) ACCREDITATIONS
WHO - GMP
ISO 9001:2000
DRDE (Defense Research & Development Establishment)
DSIR (Department of Scientific & Industrial Research): Recognition of In-house R & D Unit.
Troikaa is crowned with the prestigious DSIR National Award for R & D efforts in Industry (2008)
Group-1: Physical & Biological Sciences, for developing Dynapar AQ 75mg/1ml - The only
75mg/1ml Diclofenac Injection.
FGI (Federation of Gujarat Industries) conferred Award for Excellence in recognition of innovative
approach in development of Dynapar AQ 75mg/1ml.
Troikaa Pharmaceutical products are exported to more than 60 countries and this list continues
to grow month afer month. The company has more than 350 registrations worldwide and this
number will increase to 750 in next 12 months.
3.2.12)EXPANSION PLANS
Troikaa Pharmaceutical has signed a MOU with Government of Gujarat during Vibrant Gujarat
Global Investor Summit 2009. Troikaa will be establishing a project under Biotechnology, Anti-
cancer / Hormones and Steroids in an area spanning 65 acres land at Sanand District,
Ahmedabad, Gujarat.
The company has chalked out plans to invest Rs.141 crores with the object of expanding its
manufacturing capacity as well as to set up state-of-the-art facilities for various Novel Drug
Delivery Systems.
The size of the domestic sales team will be increased from the present 750 to about 2000 by the
year 2012. Troikaa will also set up a facility to manufacture biotechnology products. Their R&D
centre is accredited by Department of Scientific and Industrial Research (DSIR) affiliated to The
Ministry of Science and Technology.
4) INTERNSHIP PROJECT DETAILS
4.1) TITLE
Research Proposal for Market Survey of Azithromycin and Amoxicillin with Clavulanic Acid
1) To find out in which indication doctors prescribe Azithromycin and Amoxicillin with Clavulanic
Acid.
2) To find out in which indication doctors prescribe Amoxicillin with Clavulanic acid extended
release 1 gm tablet.
5) To find out market share of top 15 brands of these molecules in Ahmedabad Medicine market.
Indication
Mostly used
Dry cough
Throat pain
Difficulty in deglutination
Indication
4.5.2.1) Indication for Amoxicillin with Clavulanic Acid extended release 1gm tablet
Azithromycin - 250 mg
Sr Company Brand name Strength Total strips per Market
no. name month share (%)
1 Alembic Azithral 250mg 1599 19.84
2 Cadila Zycin 250mg 1090 13.53
(lesante)
3 Unison Uthral 250mg 1035 12.84
4 Cipla Azee 250mg 800 9.93
5 Ipca Azibact 250mg 770 9.55
6 Torrent Macrotar 250mg 680 8.44
7 Mankind Zady 250mg 645 8.00
8 Wockhardt Aziwok 250mg 535 6.64
9 Blue cross Azibest 250mg 285 3.54
(gold cross)
10 Helios Ronin 250mg 285 3.54
11 Cipla Azimax 250mg 95 1.18
12 Fdc (lumina) Zathrin 250mg 90 1.12
13 Ipca Azifast 250mg 75 0.93
14 Indoco (spade) Atm 250mg 60 0.74
15 Sanofl aventis Rulide-az 250mg 15 0.19
Total 8059 100
Market share of top 15 brands of 250mg
Azithromycin
ATM
ZATHRIN 1%
RONIN (HELIOS) (FDC)
4% 1% AZIFAST RULIDE-AZ (SANOFL
AZIBEST (BLUE AZIMAX (IPCA) AVENTIS)
CROSS) 1% 1% 0%
AZIWOK 3%
(WOCKHARD)
7% AZITHRAL (ALEMBIC)
ZADY 20%
(MANKIND)
8% ZYCIN (CADILA)
13%
AZIBACT (IPCA) UTHRAL (UNISON)
FINDING:
From the graph, we can find that the market leader for 250mg Azithromycin in Ahmadabad market is
Azithral belongs to Alembic Pharmaceutical which has approximate 20% market share. Second brand is
Zycin from Cadila pharmaceutical and Uthral from Unison which have cover 13% market share each.
While Azee from Cipla pharmaceutical and Azibact from IPCA have covered around 10% market share
each.
4.5.3.2) MARKET SHARE OF TOP 15 BRANDS OF 500MG AZITHROMYCIN
Azithromycin - 500mg
FINDING:
From the graph, we can find that the market leader for 500mg Azithromycin is Azithral from Alembic
Pharmaceutical which has covered around 19% of Ahmedabad medicine market. Second one is Zycin
from Cadila Pharmaceutical with 13% market share and third brand is Uthral from Unison with 12%
market share.
4.5.3.3) MARKET SHARE OF TOP 15 BRANDS OF AMOXICILLIN 625MG WITH
CLAVULANIC ACID
(RANBAXY) (MANKIND)
5% 21%
CLAVAM (ALKEM)
6%
ADVENT (CIPLA)
8%
FINDING
From the graph, we can find that around 61% market of 625mg Amoxicillin with Clavulanic acid
combination is covered by only 3 brands in which 32% market is covered by Augmentin Duo which is
belong to GSK and 21% market is covered by Moxikind-cv from Mankind Pharmaceutical and 8% market
is covered by Advent from Cipla Pharmaceutical.
4.5.3.4) MARKET SHARE OF TOP 15 BRANDS OF AMOXICILLIN 875MG WITH
CLAVULANIC ACID
CLAVAM
(ALKEM)
6%
MOXIKIND-
CV
NUCLAV DUO
(MANKIND)
(ABBORT) 10%
6%
FIGHTOX MEGAMENTIN
(PIRAMAL HC) (INTAS)
8% 9%
ADVENT (CIPLA)
8%
FINDING
From the graph, we can find that market leader for 875mg Amoxicillin with Clavulanic acid combination
is Augmentin Duo with 27% market share in Ahmedabad. Second one is Moxikind from Mankind with
10% market share and third one is Megamentin from Intas pharmaceutical with 9% market share. Here
Advent from Cipla pharmaceutical and Fightox from Piramal Healthcare are on 4 th position with 8%
market share each.
4.5.3.5) MARKET SHARE OF TOP 15 BRANDS OF AMOXICILLIN 1000MG WITH
CLAVULANIC ACID
FINDING
From the graph, we can find that Augmenting duo from GSK is the market leader with 38% market share
while the second one is Clavam from Alkem Pharmaceutical with 11% market Share. Here their is huge
gap between market share of market leader and his first competitor. Advent from Cipla pharmaceutical is
on 3rd position with 10% market share. Here Clavam-XR is only available as extended release tablet with
1000mg Amoxicillin and 62.5mg Clavulanic Acid and it is more preferred by physicians in compare to
Clavam tablet.
4.5.4) TO FIND OUT PRICING OF TOP 15 BRANDS OF AZITHROMYCIN AND
AMOXICILLIN WITH CLAVULANIC ACID
For Azithromycin
Sr. Brand Company name Price for 250mg Price for 500mg
name Azithromycin in Rs Azithromycin in Rs
Per strip (6 Per strip (3 Per
tablets per Per tablet tablets per
tablet
strip) strip)
1 Azithral Alembic 85 14.17 85 28.33
Azithromycin
Brand name Company Frequency (out
of 100)
Azithral Alembic 87
Zady Mankind 73
Uthral Unison 61
Azee Cipla 54
90
80
70
60
50
87
40 73 61 54 FREQUENCY (OUT OF 100)
30
20
10
0
AZITHRAL ZADY ( UTHRAL ( AZEE (
(ALEMBIC) MANKIND) UNISON) CIPLA)
FINDING
From the graph, we can find that highly prefer substitute brands for Azithromycin at Retail level are
Azithral, Zady, Uthral and Azee. In which 87% retailer prefers Azithral, 73% retailer prefers Zady, 61%
retailer prefers Uthral and 54% retailer prefer Azee as substitute brands for Azithromycin.
4.5.5.2) SUBSTITUTE BRAND FOR AMOXICILLIN WITH CLAVULANIC ACID
100
80
60
93 78
40 69 47 Frequency (out of 100)
20
0
FINDING
From the graph, we can find that highly prefer brands by retailer for combination of Amoxicillin with
Clavulanic Acid are Augmenting Duo from GSK with 93% preference, 78% retailer prefer Moxikind-CV
from Mankind, 69% retailer prefer Clavam from Alkem Pharmaceutical and 47% retailer prefer Enhacin
belongs to Ranbaxy.
4.5.6) TO FIND OUT PROMOTIONAL SCHEMES GIVEN TO CHEMISTS
For Azithromycin
The information recorded is based on the opinion and reactions of the respondents as on
the date of research.
5) CONCLUSION
5.1 Indication
5.1.1 Azithromycin is mostly used for throat infection, dry cough and difficulty in deglutination.
5.1.2 Combination of Amoxicillin with Clavulanic Acid is mostly used for Urinary tract, biliary &
respiratory tract infection.
5.2 Amoxicillin with Clavulanic Acid extended release 1gm tablet is also prescribe for the same
indication of Amoxicillin with Clavulanic acid combination.
5.3 There is marketable price difference between the brands of same molecules for same strength.
Uthral from Unison is the cheapest brand compare to all other brands of Azithromycin. Fightox
from Piramal Healthcare is the cheapest compare to all other brands of 625mg Amoxiciilin with
Clavulanic Acid and 857mg Amoxicillin with Clavulanic Acid while Moxikind-CV is the cheapest
brand compare to all other brands of 1000mg Amoxicillin with Clavulanic Acid.
5.4 Most prefer substitute brand for Azithromycin at retail level is Azithral from Alembic
pharmaceutical while for Amoxicillin and Clavulanic acid combination, most prefer substitute
brand at retail level is AUGMENTIN DUO from GSK.
5.5 Market leader for Azithromycin molecule for 250mg as well as 500mg strength is Azithral which
is brand of Alembic pharmaceutical and Market leader for Amoxicillin with Clavulanic Acid
combination is Augmentin Duo from GSK in strength of 625mg, 875mg and 1000mg Amoxicillin.
In Extended release tablet only Clavam – XR is available with 1000mg Amoxicillin and 62.5mg
Clavulanic Acid. Clavam – XR is brand of Alkem pharmaceutical.
5.6 In Azithromycin, maximum margin to retailer is 25% given by Cipla pharmaceutical on AZEE and
AZIMAX. In Amoxicillin with Clavulanic Acid combination, maximum margin to retailer is 20%
given by GSK on Augmentin Duo, on Clavam and Clavam-XR by Alkem pharmaceutical, on
Megaclav by Alembic Pharmaceutical, on Clamp by DRL and on Augpen by Zuventus.
6) RECOMMENDATION
From the findings 4.5.3.1, 4.5.3.2, 4.5.6.1 of this report, I recommend Troikaa pharmaceutical Ltd
that if they want to enter in the Azithromycin molecule market than they have to keep packing
size 6 tablet per strip for 250mg strength and 3 tablet per strip for 500mg strength and have to
provide 25% margin to chemist to give good competition to market leader.
From the findings 4.5.3.3 – 4.5.3.5, 4.5.6.2 of this report, I recommend that there is only one
player in Amoxicillin with Clavulanic Acid 1000mg Extended release tablet and so it can be
potential market for Troikaa Pharmaceutical Ltd if they enter in this market providing 20%
margin to chemist with price of Rs 289 for 10 tablet per strip.
7) BIBLIOGRAPHY
rd
1) Research Methods for Business Students (3 Edition) by Mark Saunders, Philip Lewis and Adrian
Thornhill (2007), Dorling Kindersley (India) Pvt Ltd, New Delhi
th
2) Marketing: An Introduction (7 Edition) by Armstrong and Philip Kotler (2005), Dorling
Kindersley (India) Pvt Ltd, New Delhi.
th
3) http://www.troikaa.com/ (5 July 2010)
th
4) http://www.pharmaceutical-drug-manufacturers.com/pharmaceutical-industry/ (15 July 2010)
5) http://business.mapsofindia.com/india-company/pharmaceutical.html (15th July 2010)
6) http://www.medicalnewstoday.com/articles/25348.php (15th July 2010)
7) http://indiaearnings.moneycontrol.com/home.php (14th August)
8) http://www.prlog.org/10329431-top-10-pharmaceutical-companies-in-india-growth-strategies-
performance-swot-analyses.html (15th July 2010)
9) http://www.themedica.com/drug (15th July 2010)
10) http://bw.businessworld.in/PDF_upload/Indian_Pharma.pdf (17th July 2010)
11) http://www.capexil.com/overview.php (19th August)
http://www.investor.bayer.com/docroot/_files/berichte1032356037/geschfsberichte10323560
52/gb_2002_e1047539476.pdf
15) (Bayer Annual Report 2003) date - 15.08.2010
http://www.investor.bayer.com/docroot/_files/berichte1032356037/geschfsberichte10323560
52/gb_2003_e1086944359.pdf
16) (Bayer Annual Report 2004) date - 15.08.2010
http://www.investor.bayer.com/docroot/_files/berichte1032356037/geschfsberichte10323560
52/gb_2004_e1110868599.pdf
20) (Bristol-Myers Squibb Sales and Earnings Report 2004) date - 15.08.2010
http://www.bms.com/static/irdocs/4q04fax.xls
Troikaa Pharmaceutical
Prepared By
Under guidance of
Research Proposal for Market Survey of Azithromycin and Amoxicillin with Clavulanic Acid
RESEARCH OBJECTIVES
1. To find out in which indication doctors prescribe Azithromycin and Amoxicillin with
Clavulanic Acid.
2. To find out in which indication doctors prescribe Amoxicillin with Clavulanic acid Sustain
release 1 gm tablet.
3. To find out pricing of available brands of these molecules.
4. To find out substitute brands of these molecules at retail level.
5. To find out market share of top 15 brands of these molecules in Ahmedabad Medicine
market.
6. To find out promotional schemes given to chemists.
RESEARCH METHOD
SAMPLING DESIGN
RESOURCES
REFERENCES
Research Methods for Business Students (3 rd Edition) by Mark Saunders, Philip Lewis and Adrian
Thornhill (2007), Dorling Kindersley (India) Pvt Ltd, New Delhi
Marketing: An Introduction (7th Edition) by Armstrong and Philip Kotler (2005), Dorling
Kindersley (India) Pvt Ltd, New Delhi.
PROPOSAL APPROVED BY
Doctors
Objective: To find out in which indication doctors prescribe Azithromycin and amoxicillin with
Clavulanic acid both.
Answer 1:
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
Question 2: For which indication doctors prescribe Amoxicillin with Clavulanic acid?
Answer 2:
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
Objective: To find out in which indication Amoxicillin with Clavulanic Acid 1gm Sustain Release
medicine is prescribe.
Question 3: For which indication doctors prescribe Amoxicillin with Clavulanic acid 1gm Sustain
release medicine?
Answer 3:
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
Chemists
Objective: To find out pricing of top 15 brands of Azithromycin and Amoxicillin with Clavulanic
acid
For Azithromycin:
Sr. Brand Name Company Name Price for 250mg Price for 500mg
Azithromycin per Strip Azithromycin per Strip
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
For Amoxicillin with Clavulanic acid:
Answer 1:
2) _______________________________________
3) _______________________________________
2) _______________________________________
3) _______________________________________
Question 2: What are the schemes given by dealer to chemist for particular brands?
Answer 2:
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
Dealer
Objective: To find out market share of top 15 brands of Azithromycin and Amoxicillin with
Clavulanic acid in Ahmadabad medicine market.
Question 1:
For Azithromycin:
Sr. Brand Company Number of strips for 250mg Number of strips for 500mg
Name Name Azithromycin per week Azithromycin per week
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
For Amoxicillin with Clavulanic acid:
Number of strips for 625mg Number of strips for 875mg Number of strips for
Sr. Brand Company 1000mg Amoxicillin
Name Name Amoxicillin with Clavulanic Amoxicillin with Clavulanic with Clavulanic acid
acid per week acid per week
per Strip
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Personal Information
Qualification of Doctors:
Address:
Nearer Area:
ANNEXURE 8.3) MARKET SHARE
Azithromycin - 250 mg
Sr Company Brand name Strength Total strips per Market
no. name month share (%)
1 Alembic Azithral 250mg 1599 19.84
2 Cadila Zycin 250mg 1090 13.53
(lesante)
3 Unison Uthral 250mg 1035 12.84
4 Cipla Azee 250mg 800 9.93
5 Ipca Azibact 250mg 770 9.55
6 Torrent Macrotar 250mg 680 8.44
7 Mankind Zady 250mg 645 8.00
8 Wockhardt Aziwok 250mg 535 6.64
9 Blue cross Azibest 250mg 285 3.54
(gold cross)
10 Helios Ronin 250mg 285 3.54
11 Cipla Azimax 250mg 95 1.18
12 Fdc (lumina) Zathrin 250mg 90 1.12
13 Ipca Azifast 250mg 75 0.93
14 Indoco (spade) Atm 250mg 60 0.74
15 Sanofl aventis Rulide-az 250mg 15 0.19
Total 8059 100
Azithromycin - 500mg
Sr Company Brand name Strength Total strips per Market
no. name month share (%)
1 Alembic Azithral 500mg 2052 19.44
2 Cadila Zycin 500mg 1320 12.50
(lesante)
3 Unison Uthral 500mg 1240 11.75
4 Cipla Azee 500mg 1125 10.66
5 Ipca Azibact 500mg 780 7.39
6 Torrent Macrotar 500mg 775 7.34
7 Mankind Zady 500mg 755 7.15
8 Wockhardt Aziwok 500mg 685 6.49
9 Sanofl aventis Rulide-az 500mg 668 6.33
10 Blue cross Azibest 500mg 365 3.46
(gold cross)
11 Helios Ronin 500mg 360 3.41
12 Cipla Azimax 500mg 130 1.23
13 Fdc (lumina) Zathrin 500mg 120 1.14
14 Indoco (spade) Atm 500mg 92 0.87
15 Ipca Azifast 500mg 90 0.85
Total 10557 100.00
Amoxicillin with Clavulanic acid - 625mg
Sr Company Brand name Strength Total strips per Market
no. name month share in %
1 Gsk Augmentin 625mg 948 32.38
duo
2 Mankind Moxikind-cv 625mg 620 21.17
3 Cipla Advent 625mg 235 8.03
4 Alkem Clavam 625mg 181 6.18
5 Ranbaxy Enhacin 625mg 135 4.61
(stancare)
6 Ranbaxy Moxclav-bd 625mg 133 4.54
(rexcel)
7 Fdc (lumina) Flemiclav 625mg 126 4.30
8 Piramal hc Fightox 625mg 107 3.65
9 Alembic Megaclav 625mg 105 3.59
10 Intas Megamentin 625mg 97 3.31
11 Cadila (le Symbiotik-xl 625mg 86 2.94
sante)
12 Abbort Nuclav duo 625mg 62 2.12
13 Dr. Reddy Clamp 625mg 39 1.33
14 Novartis Curam 625mg 36 1.23
15 Zuventus Augpen 625mg 18 0.61
Total 2928 100.00
DOCTORS NAMES
SR. NO. DOCTOR NAME SPECIALIZATION AREA
DEALERS NAME
SR DEALER FOR DEALER FOR AMOXICILLIN
NO. AZITHROMYCIN WITH CLAVULANIC ACID
1 SHAH DIST SHAH DIST
2 V.M.DISTR SHAH & COMPANY
3 MAHESH DIST YOGI ENTERPRISE
4 NEEL DIST DESAI DEALER
5 DEEGEN REMEDIES MANISH COR.
DIST
6 UNITY AGENCY KRISHNA WHOLSELLER
7 PAYAL AGENCY RELIEF CHEMIST
8 ALPHABET DIST PRATHNA SPECIALIST
9 PARAS DIST MONO CHEMIST
10 PRABHAT DIST MANISH MEDICAL
11 KETAKI AGENCY J.J PARIKH & BROS
12 MONO CHEMIST MAHARAJA MEDICAL
13 MANISH RAJ WHOLESELLER
CORPORATION
14 J.J. PARIKH & MAHESH MEDICAL
BROTHERS
15 MAHARAJA MEDICAL SONECHA AGENCIY
DIST
16 BELA DRUG CENTRE UNITY AGENCY
17 MEDICAL AGENCY PAYAL AGENCY
18 SHAH & KHOTHARI ALPHABET DIST
BROTHERS
19 YOGI ENTERPRISE PARAS DIST.
20 DESAI MEDICAL V.M. DIST
21 SHAH & COMPANY KETKI AGENCY
22 MANISH PVT. LTD DEEGEN REMEDIES
23 KRISHNA DIST PRABHAT PHARMA
24 RELIEF CHEMIST SIMPLEX PHARMA
25 PRATHNA SPECIALITIES NEEL DIST.
ANNEXURE 8.6) LIST OF RETAILER
CHEMIST STORE
SR. NO SHOP NAME AREA
My summer internship project entitled “Market survey on Azithromycin and Amoxicillin with Clavulanic
Acid” in which I have to make research proposal for this project and get approval from my faculty and
company guide. Afer getting approval from my guides, I have prepared questionnaire for chemists,
dealers and doctors to collect data which are require completing the objectives of my project. When my
questionnaire is completed and gets approved, I first make pilot survey to know the major brands
available in market for my project molecules and afer completion of my pilot survey I modified my
questionnaire. During my survey, I first select doctors to known the indications for these molecules and
than I selected dealers of these molecules and got the market share of these molecules from them. At
last, I approached chemists to know schemes given to them and price of top 15 brands of these
molecules. When I got complete market data for my project, I enter all the data to computer and start
analyzing these data and get approval from my guides. I also found the secondary data which are require
in my project. Finally, I have prepared my draf for report and afer lots of corrections final report is
prepared.
Experience provides the best of knowledge which can’t be attained in class-room teaching. The working
experience with Troikaa Pharmaceutical, Ahmedabad, was very exciting and it has created a long lasting
impression in my mind. During the market survey, I got lots of experiences. When I started my project,
first I experienced was the value of time. I experienced the corporate world and also observed how much
busy they are during the job timing and bad experience during the market survey is waiting for doctors
and dealers for long hours though I have appointment with them and when I meet them they give new
time for appointment.
Through this project report work I can better understand the different aspects like research design,
measurement and scaling techniques, questionnaire and its design, data collection, analysis and
interpretation. Through this report I can understand business research methodology in practical term.
The major emphasize of my work was to analyze the current market scenario of Azithromycin and
Amoxicillin with Clavulanic Acid. This project gave me immense opportunities to upgrade my knowledge
related to marketing field and also gave me a chance to learn and understand the strategies to be kept in
mind while launching a new product.
I am heartily thankful to Stevens Business School and Troikaa Pharmaceutical Ltd. for giving me an
opportunity to learn many facts of market.
Thank you