ASSIGNMENT

of
marketing management
on
5 news on ranbaxy

submitted to-:
submitted by-:
Ms. Raminder Kaur
ajay bhatia
lect. (SMS)
m.b.a. 1(B) 5830

1) DAIICHI SANKYO GROUP TO EXPAND ITS BUSINESS SCOPE IN JAPAN THROUGH ESTABLISHM
ENT OF DAIICHI SANKYO ESPHA CO. LTD.
February 26, 2010, Tokyo, Japan and Gurgaon, India
Daiichi Sankyo Company Limited (“Daiichi Sankyo”) and Ranbaxy Laboratories Limited (“R
anbaxy”) today announced that Daiichi Sankyo will establish Daiichi Sankyo Espha C
o., Ltd. (“Daiichi Sankyo Espha”) on April 1st, 2010. Daiichi Sankyo Espha will mark
et generic drugs, as well as Daiichi Sankyo’s products which have gained a well-es
tablished reputation in the market.
“Daiichi Sankyo is dedicated to meeting the universal desire of patients to improv
e their health and better balance their lives,” said Takashi Shoda, President & CE
O of Daiichi Sankyo. “We believe that our understanding of the Japanese market and
local presence united with the global expertise of Ranbaxy in the generic arena
will enable us to achieve efficient and immediate entryinto the generic market.”
Remarking on the development, Atul Sobti, CEO and Managing Director of Ranbaxy,
said, “Daiichi Sankyo’s leadership in the Japanese pharmaceutical market will guide
us to further expand our business in Japan. Ranbaxy is committed to bringing hig
h quality, affordable medicines to doctors and patients across the world.”
Completing their strategic alliance in November 2008 to form the unique Hybrid B
usiness Model, Daiichi Sankyo and Ranbaxy (collectively “the Group”) have been movin
g forward to fully leverage the Model. The expanded global reach enables leading
market positions in both developed and emerging markets through the supply of i
nnovative and established pharmaceuticals.
In addition to meeting unmet medical needs through the development and marketing
of outstanding new drugs, the Group also operates an OTC business, and is accel
erating its efforts to reinforce its Vaccine business. In order to further fulfi
ll the various needs patients have, the Group is also committed to providing pat
ients with reliable generic pharmaceuticals through a strong network of Japanese
and overseas companies. Leveraging Ranbaxy’s strengths, Daiichi Sankyo Espha will
expand its product pipeline and continuously realize stable supply.
As a member of the Group, Daiichi Sankyo Espha will continue to respond to the e
xpectations of patients, firmly coordinating the Group’s strengths through coordin
ation of the most important elements of pharmaceuticals: quality, information, a
nd stable supply.
About Daiichi Sankyo Company, Limited
A global pharma innovator, Daiichi Sankyo Company, Ltd., was established in 2005
through the merger of two leading Japanese pharmaceutical companies. This integ
ration created a more robust organization that allows for continuous development
of novel drugs that enrich the quality of life for patients around the world. A
central focus of Daiichi Sankyo s research and development are thrombotic disor
ders, malignant neoplasm, diabetes mellitus, and autoimmune disorders. Equally i
mportant to the company are hypertension, hyperlipidemia or atherosclerosis and
bacterial infections.
About Ranbaxy Laboratories Limited
Ranbaxy Laboratories Limited, India s largest pharmaceutical company, is an inte
grated, research based, international pharmaceutical company producing a wide ra
nge of quality, affordable generic medicines, trusted by healthcare professional
s and patients across geographies. Ranbaxy’s continued focus on R&D has resulted i
n several approvals in developed markets and significant progress in New Drug Di
scovery Research. The Company’s foray into Novel Drug Delivery Systems has led to
proprietary "platform technologies," resulting in a number of products under dev
elopment. The Company is serving its customers in over 125 countries and has an
expanding international portfolio of affiliates, joint ventures and alliances, g
round operations in 46 countries and manufacturing operations in 7 countries. Ra
nbaxy is a member of the Daiichi Sankyo Group. Daiichi Sankyo is a leading globa
l pharma innovator, headquartered in Tokyo, Japan.

2) DAIICHI SANKYO TO LAUNCH INNOVATOR PRODUCTS IN MEXICO THROUGH RANBAXY

February 10, 2010, Tokyo, Japan and Gurgaon, India
Daiichi Sankyo Company Limited (“Daiichi Sankyo”) and Ranbaxy Laboratories Limited (“R
anbaxy”) today announced specific plans to introduce innovator products of Daiichi
Sankyo in Mexico through the marketing division (“Daiichi Sankyo Division”) that wa
s created last year within Ranbaxy’s Mexican subsidiary, Ranbaxy Mexico S.A. de C.
V. (“Ranbaxy Mexico”).
Daiichi Sankyo and Ranbaxy Mexico (collectively “the companies”) have agreed to comm
ercialize olmesartan medoxomil, an antihypertensive discovered by Daiichi Sankyo
, in Mexico.
Additionally, the companies have agreed to promote prasugrel, an antiplatelet co
-developed by Daiichi Sankyo and Eli Lilly and Company (“Lilly”), in Mexico. Prasugr
el will be co-promoted by Lilly’s affiliate in Mexico.
In preparation for the launch and swift market penetration of olmesartan medoxom
il and prasugrel, Daiichi Sankyo Division will be hiring a dedicated team of med
ical representatives.
“We are excited about bringing our innovative products to the patients and doctors
in Mexico,” said Takashi Shoda, President & CEO of Daiichi Sankyo. “Olmesartan medo
xomil and prasugrel are two of our flagship products and I believe they will off
er excellent therapeutic options in Mexico.”
Remarking on the development, Atul Sobti, CEO and Managing Director of Ranbaxy,
said, “The introduction of olmesartan and prasugrel will reinforce the commitment
of Ranbaxy and Daiichi Sankyo to deliver innovator products to the Mexican marke
t. We will continue to leverage our individual strengths to offer quality medica
tion to the masses and support their healthcare needs.”
Olmesartan medoxomil is a member of the angiotensin receptor blocker (ARB) class
of antihypertensive medications that help lower blood pressure by blocking the
angiotensin II receptor on the blood vessels and antagonizing the release of the
hormone which causes salt retention and increased blood volume. Olmesartan medo
xomil is available in more than 50 countries worldwide.
Prasugrel, to be marketed as Effient in Mexico, is an antiplatelet agent invente
d by Daiichi Sankyo and its Japanese research partner Ube Industries, Ltd. Daiic
hi Sankyo and Lilly co-developed prasugrel as a treatment, initially for patient
s with acute coronary syndromes who are managed with an artery-opening procedure
known as percutaneous coronary intervention. Mexico, with an estimated populati
on of 107 million people, is the second biggest market in Latin America and is t
he 11th largest pharmaceutical market in the world, commanding a market size of
USD $10.3 Bn.

3) P&G And Ranbaxy To Set Up Units in Himachal Pradesh

Ranbaxy, a pharmaceutical major and FMCG manufacturer Proctor and Gambl
e (P&G) are among nine companies that have been allowed to set up units in Himac
hal Pradesh.
"Ranbaxy and Procter and Gamble (P&G) Monday got permission from the state gove
rnment to set up units in the state," industries director Manoj Kumar said.
While the third unit of Ranbaxy will be set up in Solan district on an outlay o
f Rs.34 crore, P&G will commence its second unit in Baddi with an investment of
Rs.18 crore.
"We have cleared nine proposals that total an investment of Rs.148 crore," Kumar
said.
The Bharatiya Janata Party (BJP) government has cleared more than 1,500 industri
al proposals worth around Rs.10,000 crore in the past 18 months of its tenure. H
imachal Pradesh has 38 industrial areas and 15 industrial estates.

4) Ranbaxy Gets USFDA Approval For Anti-Migraine Drug Imitrex

Ranbaxy Laboratories, India s largest drugmaker, has received marketing
approval to sell the low-cost version of GlaxoSmithKine s anti-migrane drug, Im
itrex (Sumatriptan) in USA.
The USFDA has given approval for sell of Imitrex in 100 mg dosage with 180-day
marketing exclusivity. Earlier the company had missed its December 2008 launch d
ate because it did not get approval from the US drug regulator.
According to an estimate the 100 mg dosage accounts for about 60-65% of Imitrex
s total sales in the US. Thus Ranbaxy can potentially earn $25-30 million durin
g the 180-day exclusive marketing period.A person close to the development said
that, the company received the marketing approval from its Ohm facility in the U
S.
Ranbaxy had announced in January 2008, that it has reached an out-of-court settl
ement with GlaxoSmithKline (GSK), which allowed the Indian company to launch the
generic version of Imitrex. But, following the ban on two of its manufacturing
facilities in India from where it proposed to make the drug, it did not receive
USFDA s approval, and missed the launch date.Ranbaxy will now make the drug in i
ts US facility and has applied for a new marketing permission there.

5) RANBAXY ENTERS VACCINES ARENA WITH THE ACQUISITION OF PRODUCT RIGHTS AND MANU
FACTURING FACILITY FROM BIOVEL
Gurgaon (Haryana) India, January 19, 2010
Ranbaxy Laboratories Limited (Ranbaxy) today announced the signing of Agreements
with Biovel Lifesciences Private Limited (Biovel), Bangalore, India, providing
for the acquisition of product rights and a manufacturing facility, from Biovel.
The proposed transaction will give Ranbaxy access to all of Biovel’s products, pi
peline, IP, Know-How and manufacturing facility, located in Bangalore, India.
Speaking on the development, Mr. Atul Sobti, CEO & MD, Ranbaxy, said, “With an inc
reasing focus on prevention of disease, the importance of the vaccine market has
never been greater. This transaction with Biovel provides us an entry platform
to manufacture vaccines as well as biotherapeutics. The vaccine and biotherapeut
ics business will be an important part of our growth strategy.”
Commenting on the transaction, Mr. Pratap Reddy, Chairman, Biovel, said, “We have
created modern manufacturing infrastructure and a robust product pipeline. We ar
e sure that Ranbaxy, with its global market reach, quality and manufacturing exp
ertise, will be able to leverage this to its full potential, and create a busine
ss of scale.”
The products that are part of the transaction include Typhoid Vi antigen and Hib
 conjugate vaccines, for which, Biovel has received regulatory approval for Indi
a; as well as Biovel’s development pipeline, comprising a range of vaccines, bioth
erapeutics and other products.
In 2008, the global vaccines market was approximately USD 21 billion. It is esti
mated to grow at a rate of 9%, to reach USD 34 billion by 2014. The Indian vacci
ne market valued at Rs. 3,600 Crores, in 2008, is growing annually at 10%. [Eval
uate Report, 2009].
Ranbaxy Laboratories Limited, India s largest pharmaceutical company, is an inte
grated, research based, international pharmaceutical company producing a wide ra
nge of quality, affordable generic medicines, trusted by healthcare professional
s and patients across geographies. Ranbaxy’s continued focus on R&D has resulted i
n several approvals in developed markets and significant progress in New Drug Di
scovery Research. The Company’s foray into Novel Drug Delivery Systems has led to
proprietary "platform technologies," resulting in a number of products under dev
elopment. The Company is serving its customers in over 125 countries and has an
expanding international portfolio of affiliates, joint ventures and alliances, g
round operations in 46 countries and manufacturing operations in 7 countries. Ra
nbaxy is a member of the Daiichi Sankyo Group. Daiichi Sankyo is a leading globa
l pharma innovator, headquartered in Tokyo, Japan.

7) RANBAXY LAUNCHES A NEW CHEMICAL ENTITY (NCE), LULIFIN (LULICONAZOLE) IN INDIA

The Dermatological Product in-licensed from Summit Pharmaceuticals, Japan, stren
gthens Ranbaxy’s skin portfolio
Gurgaon, India, January 04, 2010
Ranbaxy Laboratories Limited (Ranbaxy) announced today that the Company has laun
ched a New Chemical Entity (NCE), Lulifin (Luliconazole), in the Indian Dermatol
ogy market. This follows a strategic in-licensing agreement with Summit Pharmace
uticals International Corporation, Japan (SPI) allowing Ranbaxy, exclusive marke
ting rights, for India. The introduction of this NCE, significantly strengthens
Ranbaxy’s presence in the Dermatological segment.
Commenting on the development, Mr. Sanjeev Dani, Sr. Vice President & Regional D
irector – Asia, CIS & Africa, Ranbaxy, said, “It is well recognized that in the post
patent era, licensing would be the key strategy to bring New Chemical Entities
to India. Dermatology is one of the top priority therapeutic areas for us and we
are pleased to introduce Lulifin in the Indian market. We would be manufacturin
g the product in India under licence from SPI, Japan.”
Luliconazole was discovered by Nihon Nohyaku Co. Ltd. (Nihon Nohyaku) and was ap
proved and launched in Japan in 2005. Based on SPI’s licensing know-how and strong
network abroad, SPI in-licensed the rights for Luliconazole in certain territor
ies from Nihon Nohyaku, to expand its reach in overseas markets. In India, SPI h
as entered into a licensing agreement with Ranbaxy to market the product exclusi
vely.
Lulifin is a topical imidazole and is indicated for Cutaneous mycoses caused by
Tinea pedis, Tinea corporis, Tinea cruris. Currently, topical imidazoles and all
ylamines are used for the treatment of Cutaneous mycoses with disadvantages like
long duration of therapy, which leads to poor compliance and a high relapse rat
e. Clinical trials conducted by Nihon Nohyaku with Pola Chemical Industries, Inc
. (currently Pola Pharma Inc. Tokyo), in Japan and by Ranbaxy, in India, confirm
the at par efficacy with other topical imidazoles but with the added advantage
of shorter therapy duration and once a day application. This greatly improves pa
tient compliance with significantly better outcomes.
Ranbaxy already has a strong presence in the Dermatology market with products su
ch as Zole-F, Minoz, Suncros, Fucidin and Teczine, among others.
SPI is a 100% daughter subsidiary company of Sumitomo Corporation (SC) and is an
integrated service company specializing in the area of pharmaceutical research
and development. SPI has a good track record in activities such as, exclusive ag
ent of ATCC (the world’s largest gene/cell bank for research) of the USA, support
of discovery research through distribution/sales of compound libraries for HTS (
High Throughput Screening – high-speed technology for early drug candidate compoun
ds selection in discovery research), supply of starting materials, intermediates
and bulk drug substances for pharmaceuticals, and intermediation/consultation s
ervices in license/co-research arrangements of promising drugs/diagnostics/techn
ologies originating from domestic and foreign bio-ventures, pharmaceutical compa
nies, universities and institutes.
Nihon Nohyaku Co. Ltd is an agrochemical company listed on the Tokyo Stock excha
nge and has been working to revolutionize technology in its core area of busines
s involving manufacture and sale of safe and superior agrochemicals. Furthermore
, working from the basis of agrochemical research, development and manufacturing
, Nihon Nohyaku have been expanding the business in fields such as chemical prod
ucts, pharmaceuticals, animal health products, and organic intermediates.
Ranbaxy Laboratories Limited, India s largest pharmaceutical company, is an inte
grated, research based, international pharmaceutical company producing a wide ra
nge of quality, affordable generic medicines, trusted by healthcare professional
s and patients across geographies. Ranbaxy’s continued focus on R&D has resulted i
n several approvals in developed markets and significant progress in New Drug Di
scovery Research. The Company’s foray into Novel Drug Delivery Systems has led to
proprietary "platform technologies," resulting in a number of products under dev
elopment. The Company is serving its customers in over 125 countries and has an
expanding international portfolio of affiliates, joint ventures and alliances, g
round operations in 47 countries and manufacturing operations in 7 countries. Ra
nbaxy is a member of the Daiichi Sankyo Group. Daiichi Sankyo is a leading globa
l pharma innovator, headquartered in Tokyo, Japan.