UNDERSTANDING OF CONSUMER & MARKET

STUDIO CLASS ASSIGNMENT-1

AYUSHI KOTHARI AU1814024

KARAN TRIVEDI AU1814018
SHIVANGI SINGAL AU1814015
HAFSA TOPIWALA AU1814042
Four P’s of Marketing
1. Price – Pricing in Origin formulations are according to Drug pricing control
order (DPCO).
 Overall in India, initially there was no fixed structure for pricing of
medicine so to fix and standardize the price of the drug and their
formulation, DPCO came into sight.
 DPCO uses ceiling price, which is a one standard value (selling price)
that remains same throughout India. Ceiling price works on the basis of
the number of medicine available in a particular class, which in turn is
based on number of opponents.
The average margin of profit are as follows:
a) Domestic – 10% on sales
b) Tender – 10% on sales
c) Export – 30% on sales
The costing of drugs are done as shown in Exhibit 1.

2) Product – Product manufactured by Origin formulations are as shown in

Exhibit 2.1-2.13

3) Place – Manufacturing plant is at Kotdwar, Uttrakhand.

Export country of Origin Formulations are as follows
a) Nigeria
b) Kenya
c) Afghanistan
d) Cambodia
e) Malawi
f) Cote d’ Ivoire
On going Tenders are at Rajasthan, Karnataka and Tamil Nadu.

4) Promotion - Promotion in Origin Formulations is mainly done through

leaflets, customized gifts.
 They are participating in IPHEX (International Exhibition on Pharma &
Health care) since 2017.
 They also do digital marketing via website.
 Contact based promotion.
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