File A Project On Marketing

A STUDY ON CUSTOMER PERCEPTION TOWARDS RAMACHANDRA PHARMA CHEM
CHAPTER- 1
INTRODUCTION
MARKETING
Introduction
We use a large variety goods and services in our daily life. These include items like
toothpaste, toothbrush, soap, oil, clothes, food items, telephone, electricity and many more.
How do all these goods and services reach our home? Obviously, the business houses who
produce the goods and services have to ensure that these are to be sold, and so they have to
make the consumer users aware of their products and place them at points convenient to the
consumers.
Meaning of Marketing
We know that the businessman produces goods and services for our use. These are not
necessarily produced at the places where they are consumed or used. Even in villages, now-a
–days you find the products manufactured all over India and in other countries. This implies
that the manufactures must be making efforts to ensure that their products are in demand and
reach the ultimate consumers all over the globe. When you go to the market to buy a
readymade shift you find that over the globe, So, when you go to the market to buy a
readymade shirt you find that there are several options available to you in term of quality to
cloth used, design, color, price etc.
Definition of marketing
Marketing is a business function and set of processes involved in creating, delivering and
communicating value to customers, followed by managing customer relationships, resulting
in mutual benefit for the business and its stakeholders.
KRUPANIDHI GROUP OF INSTITUTION 1

Marketing is also the science of selecting target markets via market analysis and
segmentation, with comprehensive knowledge of buying behavior, aiming to provide the best
customer value.
Types of Marketing
 Traditional marketing: Involves offline channels such as face-to-face selling, print

advertisements, direct mails, billboards, television and radio to grab the target
market’s attention.
 Digital marketing: The internet to reach its market via websites, social media, video
sites, emails, mobile phone and apps and forums.
 Social media marketing: Is a popular medium for businesses to connect with and
engage their audiences and is an effective brand builder and market research tool.
This works best used in conjunction with other marketing strategies.
 Mobile marketing: Mobile marketing considered the third screen, mobile is one of
the main marketing channels today, what with consumer getting their information
on the go. No matter what route the marketer decides to take, two or more of the
above will inevitably overlap to offer customers the best marketing experience
since the goal is to reach customers where they are rather than wait for them to
approach the business.
Marketing Concepts
 Production concept: An operations-based concept where the consumer expects

products that are easily available and affordable. Here the business focuses on
production efficiency, lowering costs and mass distribution. This concept works in
developing economies where the need is more for the product than the features it
offers.
 Product concept: A consumer-oriented concept where consumers expect products
that are superior, high-performance and with unique features. This concept assumes
that customers are likelier to be loyal when the product meets all their expectations
and so, the business strives to offer innovation products consistently.

 Selling concept: Where the business believes that its product will sell only through
active promotion and selling and the customer will not respond until pushed. In
short, it is a matter of the business trying to sell what it makes rather of the business
trying to sell what it makes rather than make products to meet the market’s needs.
 Marketing concept: This concept is radical, compared to the above and focuses on
the target market, compared to the above focuses on the target market, its needs and
wants and a desire to be better than the competition while delivering value to its
market. Unlike the earlier concept that rely on push marketing, it believes in pull
marketing by creating brand loyalty.
CUSTOMER'S PERCEPTION
Meaning
Consumer influence, awareness and / or marketing concept that involves consciousness about
a company or its contributions. Consumer perception is usually influenced by advertising,
reviews, public relations, social media, personal experiences, and other channels. Market
concept consisting of customer feedback, awareness and / or consciousness about a company
or its contributions. Consumer perception is usually influenced by advertising, reviews,
public relations, social media, personal experiences, and other channels.
Definition
 According to Engel, Blackwell, and Mansard, “consumer behavior is the actions and
decision processes of people who purchase goods and services for personal
consumption
 According to louden and Bitta, “Consumer behavior is the action and decision process
and physical activity, which individuals engage in when evaluating, acquiring, using
or disposing of goods and services”.
PERCEPTION OF CONSUMER BEHAVIOUR

Consciousness is a psychological variable involved in the process of purchasing that

influences consumer behavior. Elective perception is the process of perceiving what the
media needs in media messages and ignoring the rest.
STAGES OF PERCEPTION IN MARKETING
Perception establishes the meaning about a product or brand when a consumer makes initial
contact. In marketing, this is described as consumer information processing. At this stage all
of the senses are engaged in receiving brand marketing communicate messages. In marketing
literature, four distinct stages of perception occur during consumer information processing:
sensation, attention, interpretation and retention.
 Sensation Stage: Sensation describes what occurs when a person's senses are initially
exposed to the external stimulus of a product or brand marketing. The sensory
receptors of a consumer are engaged by product or brand cues through sight, sound,
smell, taste and texture. For example, Starbucks engages all the senses in its sensory
brand marketing. A customer who enters a Starbucks coffee shop may hear the sounds
and smell the aroma of the grinding of fresh coffee in the store.
 Attention stage: In consumer information processing, attention occurs when a person
lingers and gives mental processing capacity to the external stimulus from a product
or brand. Selective perception is when a consumer pays attention to messages that are
consistent with her attitudes, beliefs and needs. When a product is inconsistent with
these factors, the consumer will withdraw attention.
 Interpretation Stage: Interpretation occurs when a person assigns a meaning to the
sensory stimulus from a product or brand marketing. Comprehension is aided by
expectations and familiarity. A consumer scans his memory to retrieve previous
experiences with the brand or a similar brand. Store-brand marketing frequently
capitalizes on the interpretation stage when product packaging design contains logos,
colors and other elements that are similar to national brands that consumers are
generally more familiar with.
 Retention Stage: The conclusion of the consumer perception process is the retention
stage. This is marked by the storage of product or brand information in short-term and
long-term memory. The marketer's goal is to provide positive stimuli in the

proceeding stages that translate into consumers storing the information about the
product or brand into long-term memory.
Factors affecting consumer perception
 Pricing of a product or service

Price has a complex effect on consumer perception. On the one hand, consumers
appreciate a bargain and are often likely to favor an economically-priced item. On
the other, consumers often perceive very inexpensive items as cheap and
discernable, ultimately damaging a consumer's view of a product even if the
product remains the same and the consumer is benefited from a price reduction.
Especially sophisticated or skeptical consumers are even prone to distrust a product
that is considerably cheaper than the alternatives. As a result, price should be part
of a comprehensive marketing plan, where even inexpensive products are depicted
as favorable alternatives with similar levels of quality to the competition, with a
price that is somewhat lower but still comparable with other possibilities.
 Quality of product or service
Of course, the actual quality of a product is a vital part of a consumer's perception
of a good or service. Quality can describe any attribute in a set of characteristics
that satisfy or disappoint a consumer, including usability, reliability and durability.
Marketing can influence a consumer's perception of quality, but, in the end, and
particularly with non-durable goods, a consumer's actual experience with a product
will determine his perception of quality. Outside the realm of mass communication,
word of mouth regarding quality also travels very quickly.
 Packing and branding
Packaging and branding have a huge effect on consumer perceptions, particularly at
the point of purchase. Especially when a consumer is purchasing a type of product
for the first time, the way the product is presented can wholly determine their
perception of the item. Packaging and branding, of course, cover everything from
the attractiveness and display quality of an item to the attributes of a product the
manufacturer chooses to highlight. Depending on the type of product and market,

different branding messages from tough and reliable to fine and luxurious can be
appropriate and effective.
 Reputation
A product's reputation is built up over time and is usually a combination of actual
experience with the product, word-of-mouth recommendations and marketing
campaigns that attempt to establish a status or shared view of the product or brand.
A consumer's perception of a product's reputation, moreover, is not only
determined by the product's brand identity and manufacturer but by the whole chain
of distribution. Even if a consumer trusts a product's manufacturer, for example,
that consumer may change his mind about the product upon seeing it available in a
retailer he associates with cheap, defective products.

CHAPETER-2
INDUSTRY AND COMPANY PROFILE
INDUSTRY PROFILE
India is the largest provider of generic drugs globally. Indian pharmaceutical sector industry
supplies over 50 per cent of global demand for various vaccines, 40 per cent of generic
demand in the US and 25 per cent of all medicine in UK. India enjoys an important position
in the global pharmaceuticals sector. The country also has a large pool of scientists and
engineers who have the potential to steer the industry ahead to an even higher level. Presently
over 80 per cent of the antiretroviral drugs used globally to combat AIDS (Acquired Immune
Deficiency Syndrome) are supplied by Indian pharmaceutical firms. In 1970, Indira Gandhi
enacted legislation which barred medical products from being patented in the country. In
1994, 162 countries including India signed the Trade-Related Aspects of Intellectual Property
Rights (TRIPS) agreement, which stipulated that patents had to be given to all inventions
including medicines. India and other developing countries were provided an extra ten years
to comply fully with the conditions mandated by TRIPS.
India succeeded in including a crucial clause to the agreement in the form of the right to grant
Compulsory licenses (CLs) to others to manufacture drugs in cases where the government felt
that the patent holder was not serving the public health interest. This right was used in 2012,
when Natco was granted a CL to produce Nexavar, a cancer drug. In 2005, a provision was
added to the new legislation as section 3(d) which stipulated that a medicine could not be
patented if it did not result in “the enhancement of the known efficacy of that substance. A
significant change in intellectual property protection in India was the 1 January 2005
enactment of an amendment to India’s patent law that reinstated product patents for the first
time since 1972. The legislation took effect on the deadline set by the WTO’s Trade-Related
Aspects of Intellectual Property Rights (TRIPS) agreement, which mandated patent
protection on both products and processes for a period of 20 years. Under this new law, India
will be forced to recognize not only new patents but also any patents filed after 1 January
1995. In December 2005, the TRIPS pact was amended to incorporate specific safeguards to
ensure that the public health concerns of affordability and accessibility for a large section of
people in developing countries was not compromised. These amendments came into force

only in January 2017, however, after two-thirds of the member countries ratified them. In the
domestic market, this new patent legislation has resulted in fairly clear segmentation. The
multinationals narrowed their focus onto high-end patents who make up only 12% of the
market, taking advantage of their newly bestowed patent protection. Meanwhile, Indian firms
have chosen to take their existing product portfolios and target semi-urban and rural
populations.
Market Size
The pharmaceutical sector was valued at US$ 33 billion in 2017. The country’s
pharmaceutical industry is expected to expand at a CAGR of 22.4 per cent over 2015–20 to
reach US$ 55 billion. India’s pharmaceutical exports stood at US$ 17.27 billion in FY18 and
have reached US$ 19.14 billion in FY19. Pharmaceutical exports include bulk drugs,
intermediates, drug formulations, biologicals, Ayush & herbal products and surgical.
Indian companies received 304 Abbreviated New Drug Application (ANDA) approvals from
the US Food and Drug Administration (USFDA) in 2017. The country accounts for around
30 per cent (by volume) and about 10 per cent (value) in the US$ 70-80 billion US generics
market. India's biotechnology industry comprising bio-pharmaceuticals, bio-services, bio-
agriculture, bio-industry and bioinformatics is expected grow at an average growth rate of
around 30 per cent a year and reach US$ 100 billion by 2025. Indian companies are also
starting to adapt their product development processes to the new environment.
For years, firms have made their ways into the global market by researching generic
competitors to patented drugs and following up with litigation to challenge the patent. This
approach remains untouched by the new patent regime and looks to increase in the future.
However, those that can afford it have set their sights on an even higher goal: new molecule
discovery. Although the initial investment is huge, companies are lured by the promise of
hefty profit margins and thus a legitimate competitor in the global industry. Local firms have
slowly been investing more money into their R&D programs or have formed alliances to tap
into these opportunities.
As promising as the future is for a whole, the outlook for Small and medium enterprises (SME) is not
as bright. The excise structure changed so that companies now have to pay a 16% tax on the

maximum retail price (MRP) of their products, as opposed to on the ex-factory price.
Consequently, larger companies cut back on outsourcing and what business is left shifted to
companies with facilities in the four tax-free states – Himachal Pradesh, Jammu and
Kashmir, Uttarakhand, and Jharkhand. Consequently, a large number of pharmaceutical
manufacturers shifted their plant to these states, as it became almost impossible to continue
operating in non-tax-free zones. But in a matter of a couple of years the excise duty was
revised on two occasions first it was reduced to 8% and then to 4%. As a result, the benefits
of shifting to a tax-free zone was negated. This resulted in, factories in the tax-free zones, to
start up third-party manufacturing. Under this these factories produced goods under the brand
names of other parties on job work basis As SMEs wrestled with the tax structure, they were
also scrambling to meet the 1 July deadline for compliance with the revised Schedule M
Good Manufacturing Practices (GMP).
While this should be beneficial to consumers and the industry at large, SMEs have been
finding it difficult to find the funds to upgrade their manufacturing plants, resulting in the
closure of many facilities. Others invested the money to bring their facilities to compliance,
but these operations were located in non-tax-free states, making it difficult to compete in the
wake of the new excise tax. Saws is one of the small scales leading pharmaceutical company
of India, which is owned and founded by a Physician
Investment and Recent Developments

The Union Cabinet has given its nod for the amendment of the existing Foreign Direct
Investment (FDI) policy in the pharmaceutical sector in order to allow FDI up to 100 per cent
under the automatic route for manufacturing of medical devices subject to certain conditions.
The drugs and pharmaceuticals sector attracted cumulative FDI inflows worth US$ 15.98
billion between April 2000 and March 2019, according to data released by the Department of
Industrial Policy and Promotion (DIPP).
Some of the recent developments/investments in the Indian pharmaceutical sector are

as follows:
 Between Jul-Sep 2018, Indian pharma sector witnessed 39 PE investment deals worth
US$ 217 million.

 Investment (as % of sales) in research & development by Indian pharma companies*

increased from 5.3 per cent in FY12 to 8.5 per cent in FY18.
 In 2017, Indian pharmaceutical sector witnessed 46 merger & acquisition (M&A)
deals worth US$ 1.47 billion.
 The exports of Indian pharmaceutical industry to the US will get a boost, as branded
drugs worth US$ 55 billion will become off-patent during 2017-2019.
Government Initiatives
Some of the initiatives taken by the government to promote the pharmaceutical sector in
India are as follow:
 In October 2018, the Uttar Pradesh Government announced that it will set up six
pharma parks in the state and has received investment commitments of more than Rs
5,000-6,000 crore (US$ 712-855 million) for the same.
 The National Health Protection Scheme is largest government funded healthcare
programme in the world, which is expected to benefit 100 million poor families in the
country by providing a cover of up to Rs 5 lakh (US$ 7,723.2) per family per year for
secondary and tertiary care hospitalization. The programme was announced in Union
Budget 2018-19.
 In March 2018, the Drug Controller General of India (DCGI) announced its plans to
start a single-window facility to provide consents, approvals and other information.
The move is aimed at giving a push to the Make in India initiative.
 The Government of India is planning to set up an electronic platform to regulate
online pharmacies under a new policy, in order to stop any misuse due to easy
availability.
 The Government of India unveiled 'Pharma Vision 2020' aimed at making India a
global leader in end-to-end drug manufacture. Approval time for new facilities has
been reduced to boost investments.
 The government introduced mechanisms such as the Drug Price Control Order and the
National Pharmaceutical Pricing Authority to deal with the issue of affordability and
availability of medicines.

The Indian government established the Department of Biotechnology in 1986 under the
Ministry of Science and Technology. Since then, there have been a number of dispensations
offered by both the central government and various states to encourage the growth of the
industry. India’s science minister launched a program that provides tax incentives and grants
for biotech start-ups and firms seeking to expand and establishes the Biotechnology Parks
Society of India to support ten biotech parks by 2010. Previously limited to rodents, animal
testing was expanded to include large animals as part of the minister’s initiative. States have
started to vie with one another for biotech business, and they are offering such goodies as
exemption from VAT and other fees, financial assistance with patents and subsidies on
everything ranging from investment to land to utilities.
The biotechnology sector faces some major challenges in its quest for growth. Chief among
them is a lack of funding, particularly for firms that are just starting out. The most likely
sources of funds are government grants and venture capital, which is a relatively young
industry in India. Government grants are difficult to secure, and due to the expensive and
uncertain nature of biotech research, venture capitalists are reluctant to invest in firms that
have not yet developed a commercially viable product. The government has addressed the
problem of educated but unqualified candidates in its Draft National Biotech Development
Strategy. This plan included a proposal to create a National Task Force that will work with
the biotech industry to revise the curriculum for undergraduate and graduate study in life
sciences and biotechnology. The government’s strategy also stated intentions to increase the
number of PhD Fellowships awarded by the Department of Biotechnology to 200 per year.
These human resources will be further leveraged with a "Bio-Edu-Grid" that will knit
together the resources of the academic and scientific industrial communities, much as they
are in the US.
In 2019 the Department of pharmacochemical announced that as part of the Made in India
initiative, drugs for local use must have 75% of local content, and drugs for export 10%. A
bill of material must be produced for checking.
Road Ahead in Pharma Industry

Medicine spending in India is projected to grow 9-12 per cent over the next five years,
leading India to become one of the top 10 countries in terms of medicine spending. Going
forward, better growth in domestic sales would also depend on the ability of companies to
align their product portfolio towards chronic therapies for diseases such as such as

cardiovascular, anti-diabetes, anti-depressants and anti-cancers that are on the rise. The
Indian government has taken many steps to reduce costs and bring down healthcare expenses.
Speedy introduction of generic drugs into the market has remained in focus and is expected to
benefit the Indian pharmaceutical companies. In addition, the thrust on rural health
programmes, lifesaving drugs and preventive vaccines also augurs well for the
pharmaceutical companies.
Exports from India
Exports of pharmaceuticals products from India increased from US$6.23 billion in 2006-
07 to US$8.7 billion in 2008-09 a combined annual growth rate of 21.25%. India exported
$11.7 billion worth of pharmaceuticals in 2014.Pharmaceutical export from India stood at
US$ 17.27 billion in 2017-18, and is expected to grow by 30 per cent to reach US$ 20 billion
by the year 2020. The 10 countries below imported 56.5% of that total.
Rank Country Value (US$) Share
1 United States $3.8 billion 32.9%
2 South Africa $461.1 million 3.9%
3 Russia $447.9 million 3.8%
United
4 $444.9 million 3.8%
Kingdom
5 Nigeria $385.4 million 3.3%
6 Kenya $233.9 million 2%
7 Tanzania $225.2 million 1.9%
8 Brazil $212.7 million 1.8%
9 Australia $182.1 million 1.6%
10 Germany $178.8 million 1.5%

TOP 9 PUBLICLY LISTED PHARMACEUTICAL COMPANIES IN INDIA BY

MARKET CAPITALIZATION AS OF 2017
Market Capitalization 2017

Rank Company
(INR CR)
771 Sun Pharmaceutical Rs 1,55,716 Crore
2 Lupin Ltd Rs 68,031 Crore
3 Dr. Reddy's Laboratories Rs 49,293 Crore
4 Cipla Rs 47,319 Crore
5 Aurobindo Pharma Rs 41,283 Crore
6 Zydus Cadila Healthcare Rs 31,631 Crore
7 Piramal Enterprise Rs 30,975 Crore
8 Glenmark Pharmaceuticals 25,302 Crore
9 Torrent Pharmaceuticals Rs 22,74
HISTORY AND ORIGIN

Indian pharmaceutical history began from Gupta period which was existed from
approximately 320 to 550 CE. Charak Samhita and Sushruta Samhita are the two
foundational texts of Ayurveda therapy having critique on medicine, pharmaceutics and
surgery. Indians were dependent only on the indigenous form of medicine before British rule.
The use of this therapy is still being studied and used not only in India alone but also in rest
of the world. In India Allopathic medication was started in British rule. But production of
such medicines was not in the country. Foreign countries use to make the final products in
their units using the raw materials imported from India and exported those medicines to India
again. It was 1982 when few of the Indian scientists like P C Ray, T K Gajjr, and A S
Kotibhaskar laid a foundation for a pharmaceutical industry. In 1901 Acharya P C Ray
started first Indian Pharmaceutical Industry, Bangal Chemical in Calcutta.
Within few years some more Indian entrepreneurs came forward to form the pharmaceutical
industries. In 1907 Alembic Chemical Works in Baroda, in 1919 Bengal Immunity were
started. This was considered as a foundation of Indian pharmaceutical industry. This initial
achievement of drug industry could meet 13% of countries medicinal requirement. During the
Second World War (1939-1945) there was a huge fall in supply of drugs from foreign
companies. As a need number of pharmaceutical companies started in India. This includes
Unichem, Chemo Pharmaceuticals, Zandu Pharmaceutical work, Calcutta Chemicals,
Standard Chemicals, Chemical Industrial and Pharmaceutical Laboratories (Cipla), East India
Pharmaceutical Works etc. With the establishment of such new pharmaceutical industries
before independence, almost 70% of the countries requirement was achieved
From 1950s global pharmaceutical sector observed a tremendous growth. Numerous new
drugs were developed and produced on scale. These included the first oral contraceptive,
"The Pill", Cortisone, blood-pressure drugs and other heart medications. MAO Inhibitors,
chlorpromazine (Thorazine), Haldol (Haloperidol) and the tranquilizers ushered in the age
of psychiatric medication. Valium (diazepam), discovered in 1960, was marketed from 1963
and rapidly became the most prescribed drug in history, prior to controversy over dependency
and habituation. The countries like Germany, Switzerland, UK and some extent US are the
major countries contributed for the global growth. A systematic approach in medicine was
started that include treating the symptoms to treating the diseases itself. Industries were
focused on research and development rather in building more and more production units as

the industry observed invention and commercialization the newly invented drugs like
Penicillin and other synthetic drugs.
On the other hand, the Indian pharmaceutical sector was not a part of the global revolution.
The capital, new technologies were major factors affected on the growth of Indian sector. It
was recognized that participation of foreign capital and enterprise, particularly as regards
industrial technique and knowledge, will be of value to the rapid industrialization of the
country. Hence government of India tried to attract multinational companies to invest in
India. As a result of liberalizations in government policies, many foreign companies invested
in Indian sector. With the government efforts and investment of global entrepreneurs, Indian
pharmaceutical sector could achieve the growth of Rs 35 crore in 1952 from Rs 10 crore in
1947.
This growth was mainly contributed by manufacturing the bulk drugs rather than final
product. When Government of India observed that in the pharmaceutical sector the
multinational companies (MNCs) were behaving just like trade agents, i.e. importing drugs
and marketing in India and were not engaged in activities that would build domestic
competence, a new strategy with the lead role assigned to the public sector firms was devised
for building up the pharmaceutical industry. The Industrial Policy Resolution of 1956
classified industries into three categories based on their priorities. “Schedule A” industries
were exclusively reserved for the public sector and “Schedule B” consisted of industries,
where the public sector would play a lead role and the private sector was expected to
supplement the efforts of the State. “Schedule C” consisted of the remaining industries whose
future development was left to the private initiatives. The pharmaceutical industry fell under
Schedule B. Private industry was also encouraged, though strictly regulated through
industrial licensing. In the licensing policy, government made it mandatory for the
multinational unites to produce the final drug in their units from the basic stage. The licensing
was granted under the supervision of The Directorate General of Technical Development for
setting up the new units or expansion of the existing units keeping into an account of the
medicinal need of the country.
As a result of this policy many MNCs expanded their units and many new Indian companies
established. With this the Indian pharmaceutical sector could achieve the growth up to Rs 100
crore in 1962. In pursuit of these policies, the Government of India established five public

sector companies in India of which two played very important roles- Hindustan Antibiotics
Ltd. (HAL) and Indian Drugs and Pharmaceuticals Ltd (IDPL) in 1954 and 1961
respectively. IDPL was established in with technical assistance from USSR and HAL with
the technical assistance of World Health Organization (WHO) and United Nations
International Children’s Emergency Fund (UNICEF). The two companies played a major role
in building up technical competence in the industry as well in establishing a strong bulk drug
industry in the country.
HAL is the first drug manufacturing company to be set up in the public sector by
government of India with the social objective of providing affordable drugs throughout the
country. Initially it was started with manufacturing Penicillin. It is the first company in India
to commence bulk production of Streptomycin sulphate, Penicillin-G, 6-APA and Ampicillin.
It is only Indian company in pharmaceutical segment to discover two new molecules namely
Hamycin and Aureofungin. The two companies played a major role in building up technical
competence in the industry as well in establishing a strong bulk drug industry in the country.
IDPL and HAL created a new environment and confidence that India could manufacture bulk
drugs in a major way. The university system in India at that time did not provide the
specialized training required by the pharmaceutical industry. IDPL and HAL not only
encouraged the university system to impart specialized training required for the
pharmaceutical industry by creating a demand for skilled labor but also sparked industrial
developed in upstream and downstream business by generating demand for specialized
capital and other services. It was this dynamism that led to the creation of a bulk drug
manufacturing industry in Hyderabad where the synthetic drug.

COMPANY PROFILE
RAMACHANDARA PHARMA CHEM
Name of the Organization : RAMACHANDARA PHARMA CHEM
Regd. & Adm. Office : No-23, 4th Main Road, N T Pet, Chamrajpet Bangalore.
Corporate Office : No-23, 4th Main Road, N T Pet, Chamrajpet Bangalore.
Contact No : +91 80888 83366 / 80888 82299.
E-mail : sales@ramachandra.in
Establishment : 2004.


R AMACHANDRA PHARMA CHEM Established in 2004, Ramachandra Pharma Chem has made a
name for itself in the list of top suppliers of Chemical Supplies, Veterinary Medicine in India. The supplier
company is located in Bengaluru, Karnataka and is one of the leading sellers of listed products.
Ramachandra Pharma Chem is listed in Trade India's list of verified sellers offering supreme quality of
Amitraz 12.5% etc. Buy Chemical Supplies, Veterinary Medicine in bulk from us for the best quality products
and service as an organisation has been built brick-by-brick on the foundation of care. Caring
for Life has always been and continues to remain, our guiding purpose. Driven by the same
purpose, we have extended our presence to 80+ countries providing over 1,500 products
across various therapeutic categories in 50+ dosage forms. To make healthcare more
affordable globally, we are deepening our presence in the key markets of India, South Africa,
the U.S. among other economies of the emerging world.
MISSION
To become a global healthcare organization and to be recognized as domestic and

internationally integrated healthcare and pharmaceutical company through Innovation,
Quality and Competence. To become the leading pharmaceutical player in the industry by
assuring high quality standards and cost-effective products at all times. We want to mark our
presence in the society by creating a portfolio of low-cost medicines available to all.
VISION
To uphold our social responsibilities of delivering highest standard healthcare services to all
segments of society without compromising on our core values of integrity, good ethics and
commitment. To become a globally acclaimed pharmaceutical company through development
and introduction of wide portfolio of Pharmaceutical.
SWOT Analysis
Strength:
 Strong growth in emerging market business.

 Introduction of Pantoprazole & Eloxatin in US market has very limited competition.
 They have strong marketing & sales force of over 12,000 employees.

 They have successfully acquired Taro pharma which has further consolidated their
position in Indian markets.
 Strong brand presence in India and US markets.
Weaknesses
 Stiff competition from many Indian and other global brands means limited market
share growth.
 Limited presence in emerging markets and European countries.
Opportunities
 They can leverage their acquisitions to further increase the growth.
 They can increase their presence in contract manufacturing.
 Increasing healthcare awareness in India.
Threats
 There is growing competition in generics market.

 Stringent patent regulations.
 High price sensitivity of consumers.
PROFILE OF THE RESPONDENTS
1.TABLE SHOWING AGE GROUP OF RESPONDENTS
AGE NO OF RESPONDENTS PERCENTAGE
20-27 22 22%
28-35 36 36%
36-42 22 22%
43-50 20 20%

ANALYSIS:
In the above table, we can find that classification of customers, in the age group of 20-27
there are 22 respondents, in the age group of 28-35 there are 36 respondents, in age group of
36-42 there are 22 respondents and in 43-50 there are 22 respondents.
PICTORIAL PRESENTATION OF AGE GROUP OF RESPONDENTS
NO OF RESPONDENTS
20-27
28-35
36-42
43-50
INTERPRETATION
From the above we can find that majority of all the respondents were in the age group of 28-
35 of 36 respondents.

2. TABLE SHOWING GENDER OF THE RESPONDENTS
PARTICULARS RESPONDENT PERCENTAGE
MALE 56 56%
FEMALE 44 44%
ANALYSIS:
From the above we can observe that male respondents are 56 and female respondents are 44
in numbers
PICTORIAL PRESENTATION OF GENDER OF THE RESPONDENTS
GENDER RESPONDENTS
60
56
50
40 44
30
20
10
0
Male Female
Year
INTERPRETATION
This data interprets that most of the respondents are male. And only 44%of respondents are
female.

3. MARITAL STATUS OF RESPONDENTS:
TABLE SHOWING THEIR MARITAL STATUS OF RESPONDENTS:
MARITAL STATUS RESPONDENTS PERCENTAGE
SINGLE 62 62%
MARRIED 38 38%
ANALYSIS:
According to the data analysed data 62% respondents are single and 38% of people are
married
PICTORIAL PRESENTATION MARITAL STATUS
70
60
50
40
SINGLE
30 MARRIED
20
10
0
RESPONDENTS PERCENTAGE
INTERPRETATION:

The data interprets that most of the respondent are single with 62% and married 32 ratios is
32%.
CHAPTER 3
RESEARCH METHODOLOGY
INTRODUCTION
Customers think that capsules harmful to the body in the long run, and they assume that
capsules are made of chemicals and not safe for consumption.
OBJECTIVES OF THE STUDY
 Customer’s perception towards capsules and tablets.

 Customer’s buying Medicine OTC without consulting and doctors for prescription.
 Customers willing to replace tablets for capsules as vitamins.
 Medicines preferred by customers.
RESEARCH METHODOLOGY
The research is done on the basis of collection of primary data and secondary data in the
organization.
PRIMARY DATA:
The primary data is collected through the help of questionnaire where few of the customers
are given questionnaire and have allowed them to answer the questions.
The data is collected by communicating with the employees within the organization
perceptions, attitude, and experience and through observation
SECONDARY DATA:

The data is collected from the sources of the website, journals, previous reports, books and
other articles
Limitations of study
 Time study duration was quite insufficient.

 The secondary data collected from the annual report are limited
 The study was to be completed within limited period.
 Strategic problem
 The major limitation of this study is practical difficult.
SCOPE OF THE STUDY
Cost benefit analysis is used to several levels. The basic level, cost collection for get cost
benefit is simple part of the good program budgeting and accounting practices, which allow
managers to determine the true cost of providing a given unit services. It deals with cost
collection, cost effectiveness and cost benefit.
The purpose of tacking this project is the study the working report pf the company thoroughly
and then assessing the financial position and profitability.

CHAPTER 4
DATA ANNALYSIS AND INTERPRETATION
1. Educational Qualification
PARTICULARS PERCENTAGE
A. 10TH-12TH 8%
STANDARD
B. GRADUATE 58%
C. POST GRADUATE 34%
AGE
INTERPRETATION
The data or information collected mostly from the customers who are graduates, their
percentage towards the gleets industry.

2. Price charged are more than MRP
A. ALWAYS 30%
A. SOMETIME 60%
B. NEVER 10%
PERCENTAGE
C. NEVER
PERCENTAGE
B. SOMETIME
A. ALWAYS
0% 10% 20% 30% 40% 50% 60% 70%
INTERPRETATION :
The data tells that option B is higher than other options. That is the price charged for the
medicines in sometimes higher than the maximum retail price. 60% of the respondents agree
with option b.

3. Medicines preferred by consumer
PARTICULARS Percentage
A. SYRUP 25%
B. TABLETS 30%
C. CAPSULS 30%
D. POWDER 15%
Percentage
35%
30%
25%
20% Percentage
15%
10%
5%
0%
A. SYRUP B. TABLETS C. CAPSULS D. POWDER
INTERPERTATION:
From the above interpretation, the date analyzed is that most is the customers would like to
prefer tablets and capsules.

4. Customers buy medicines OTC (over the counter) without consulting any doctor
for prescription.
A. ALWAYS 35%
B. SOMETIME 60%
C. NEVER 5%

PERCENTAGE
A. ALWAYS
B. SOMETIME
C. NEVER
INTERPERTATION:
From the above interpretation, the date analysed is that most go medical store and purchase
medicines without any prescription given by the doctor. Just 5% of the respondents will never
buy medicines without any prescription by the doctor.
5. Customers like chewable capsules instead of soft capsules/hard capsules.
A. YES 70%
B. NO 30%

PERCENTAGE
A. YES
B. NO
INTERPRETATION:
According to the data analyzed most customers would like to prefer chewable capsules rather
than soft capsules/hard capsules. So, company thinks of producing more chewable capsules
with different flavors.
6. Medicines preferred by customers.
PARTICULAES PERCENTAGE
A. AYURVEDIC MEDICINES 60%
B. ENGLISH MEDICINES 10%
C. HOMEOPATHIC MEDICINES 30%

PERCENTAGE
70%
60%
50%
40%
30%
20% PERCENTAGE
10%
0%
S S S
NE NE NE
ICI ICI ICI
ED ED ED
M M M
IC H IC
VED GLIS TH
A
UR E
N
EO
P
AY . M
A . B
H
O
.
C
INTERPRETATION:
After interpreting the data what this study help to fins is that have found that mostly people
prefer to ayurvedic medicines rather than English medicines and homeopathic medicines.
7. Capsules production is simpler than table production
A. YES 70%

B. NO 30%
PERCENTAGE
A. YES
B. NO

INTERPRETATION:
Yes, most of the customers are aware of the capsule are aware of the capsule production that
is similar than the tablet production or any other production process.
8. Customers willing to replace tablets for capsules as vitamins.
PARTICULARS PERCRNTAGE
A. YES 50%
B. NO 25%
C. MAY BE 25%
PERCRNTAGE
C. MAY BE
PERCRNTAGE
B. NO
A. YES
0% 10% 20% 30% 40% 50% 60%

INTERPRETATION:
The above data is analysed and done interpretation, by the above graph we can say that all the
consumers prefer to try capsules as vitamins and replace the vitamin tablets to capsules and
some customers have the hope of preferring it.
9. Capsules reduces time and wastage of the resources
A.YES 25%
B.NO 75%
NO OF RESPONDENTS
40
35
30
25
NO OF RESPONDENTS
20
15
10
0
20-27 28-35

INTERPRETATION:
Most of the customers don’t know that manufacturing of capsules reduce time and reduce
wastage of resources.
10.Present today’s generation preferring capsules.
PARTICULARS TOTAL PERCENTAGE
0-25% 2.0 27%
25-40% 5.0 45%
40-60% 1.5 14%
60-80% 1.5 14%
NO OF RESPONDENTS
20-27
28-35
36-42
43-50
INTERPRETATION:
From the above data the percentage of the people who use capsules in today’s generation lies
between 25-40%

11.Capsules generally preferred by customers.
A. SOFT GEL 40%
B. HARD GEL 30%
C. EC GELS 10%
D. GELATBS 20%
12.Capsules generally preferred by customers.
E. SOFT GEL 40%

F. HARD GEL 30%
G. EC GELS 10%
H. GELATBS 20%
13.Customer preference to other capsules which contain same salt, when

their preference of capsules is of shortage
A. NEVER 15%
B. SOMETIMES 25%
C. OFTEN 60%

NO OF RESPONDENTS
40
35
30
25
NO OF RESPONDENTS
20
15
10
0
20-27 28-35 36-42
INTERPRETATION:
Interpreting the data, we can say that the most of the customers prefer soft capsules also
consumer prefers it with any other medicine which shop keeper give without any
prescription.

CHAPTER 5
FINDINGS, SUGGESTION AND CONCLUSIONS
FINDINGS:
 Many customers are aware of the products manufactured by the Ramachandra Pharma
Chem Company.
 According to this study many customers would prefer chewable capsules with
different flavours.
 Organizations goals are to produce quality products and innovative health care
facilities to the customers.
 The company should innovate ayurvedic medicine; according to the survey collected
from the respondents many customers will prefer ayurvedic medicines.
 Try to develop capsules which are more effective, soon curing, because capsules are
lacking with capsules.
 Capsules are swallowing and are prepared by soft gels and hard gels with proper
humid temperature.
 Organization should also have an update questionnaire regarding customers tastes and
preferences.
 Yes, people use Ramachandra Pharma Chem company medicines and some feels they
are safe to use and some people might think it might affect in the long run.
 Ramachandra Pharma Chem manufactures soft gel capsules, and hard gel capsules,
EC gels gel tabs.

SUGGESTIONS:
 Should take care of hygiene and health factors of an employees in the organization.
 Company should give more priority to the customer tastes and what kind of medicines
they prefer to use.
 The organization should have more communication with customers.
 Organization should involve in manufacturing tablets, syrup kind of medicines.
 Manufactured in the name of RAMACHANDRA PHARMA CHEM company.
CONCLUSION:
RAMACHANDRA PHARMA CHEM Is the private pharmaceutical company in India which

is locates near chandapura, on NH 44, RAMACHANDRA PHARMA CHEM Business spans
across glob with their products primarily registered as dietary supplements in various
countries. Ramachandra is committed to going that extra power of quality products and
services, while working towards becoming a favourite global partner.
Going through the above data we can understand that is succession day by day. They have
been competition for tablets manufacturing company, they made the innovation to
manufacture more capsules with less resources and also reducing time. The product of
capsules has less process when compared to tablets production industry.
RAMACHANDRA PHARMA CHEM they mainly manufacture capsules with gelatin filled
inside the capsules, soft gelatin capsules and hard gelatin capsules, and chewable capsules.



File A Project On Marketing

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

File A Project On Marketing

Uploaded by

Copyright:

Available Formats

A STUDY ON CUSTOMER PERCEPTION TOWARDS RAMACHANDRA PHARMA CHEM

KRUPANIDHI GROUP OF INSTITUTION 1

 Traditional marketing: Involves offline channels such as face-to-face selling, print

 Production concept: An operations-based concept where the consumer expects

KRUPANIDHI GROUP OF INSTITUTION 2

PERCEPTION OF CONSUMER BEHAVIOUR

KRUPANIDHI GROUP OF INSTITUTION 3

Consciousness is a psychological variable involved in the process of purchasing that

STAGES OF PERCEPTION IN MARKETING

KRUPANIDHI GROUP OF INSTITUTION 4

Factors affecting consumer perception

 Pricing of a product or service

KRUPANIDHI GROUP OF INSTITUTION 5

KRUPANIDHI GROUP OF INSTITUTION 6

INDUSTRY AND COMPANY PROFILE

KRUPANIDHI GROUP OF INSTITUTION 7

KRUPANIDHI GROUP OF INSTITUTION 8

Investment and Recent Developments

Some of the recent developments/investments in the Indian pharmaceutical sector are

KRUPANIDHI GROUP OF INSTITUTION 9

 Investment (as % of sales) in research & development by Indian pharma companies*

KRUPANIDHI GROUP OF INSTITUTION 10

Road Ahead in Pharma Industry

KRUPANIDHI GROUP OF INSTITUTION 11

Rank Country Value (US$) Share

1 United States $3.8 billion 32.9%

2 South Africa $461.1 million 3.9%

3 Russia $447.9 million 3.8%

5 Nigeria $385.4 million 3.3%

6 Kenya $233.9 million 2%

7 Tanzania $225.2 million 1.9%

8 Brazil $212.7 million 1.8%

9 Australia $182.1 million 1.6%

10 Germany $178.8 million 1.5%

KRUPANIDHI GROUP OF INSTITUTION 12

TOP 9 PUBLICLY LISTED PHARMACEUTICAL COMPANIES IN INDIA BY

Market Capitalization 2017

771 Sun Pharmaceutical Rs 1,55,716 Crore

2 Lupin Ltd Rs 68,031 Crore

3 Dr. Reddy's Laboratories Rs 49,293 Crore

4 Cipla Rs 47,319 Crore

5 Aurobindo Pharma Rs 41,283 Crore

6 Zydus Cadila Healthcare Rs 31,631 Crore

7 Piramal Enterprise Rs 30,975 Crore

8 Glenmark Pharmaceuticals 25,302 Crore

9 Torrent Pharmaceuticals Rs 22,74

HISTORY AND ORIGIN

KRUPANIDHI GROUP OF INSTITUTION 13

KRUPANIDHI GROUP OF INSTITUTION 14

KRUPANIDHI GROUP OF INSTITUTION 15

KRUPANIDHI GROUP OF INSTITUTION 16

RAMACHANDARA PHARMA CHEM

Name of the Organization : RAMACHANDARA PHARMA CHEM

Corporate Office : No-23, 4th Main Road, N T Pet, Chamrajpet Bangalore.

Contact No : +91 80888 83366 / 80888 82299.

KRUPANIDHI GROUP OF INSTITUTION 17

KRUPANIDHI GROUP OF INSTITUTION 18

To become a global healthcare organization and to be recognized as domestic and

 Strong growth in emerging market business.

KRUPANIDHI GROUP OF INSTITUTION 19

 Limited presence in emerging markets and European countries.

 They can leverage their acquisitions to further increase the growth.

 They can increase their presence in contract manufacturing.