PRODUCTS PROFILE

1
 GISSISTAT

A] Cap. Gissistat is a combination of Omega-3-Fatty Acid & Atorvastatin to a

Patient, which is suffering from combined Hyperlipidaemia. Benefits of Gissistat
Capsules are as following
Reduces TG [Triglyceride] Levels.
Reduces LDL [Low Density Lipoprotein].
Prevents Plaque formation.
Reduces incidence of Myocardial Infraction & Stroke.
Reduces Coronary Events
Reduces Fatal / Non-Fatal Stroke
Increases HDL-C (High Density Lipoprotein-Cholesterol) Level.
Offer Anti-Arrhythmic Effect.
B] Packing:
Each Soft Gelatin Capsule Contains:
Atorvastatin 10 mg + EPA & DHA 250 mg
Each Blister Strip contains 10’s Capsules.
C] Pricing:
Each Blister Strip of Gissistat available in Rs. 68.00
D] USP [Unique Selling Point]:
First & only Atorvastatin 10 mg with 250 mg of (EPA +DHA) in one Soft
gelatin capsule
E] Competitor Brands:

Sr. No. Brand Name Company Packing MRP

1 TG-Tor Unichem 10’s Rs. 74.50
2 Atocor Dr. Reddy Lab 10’s Rs. 67.00
3 Durastat Shreya Biolife 10’s Rs. 48.00
4 Ator Aurgus 10’s Rs. 84.00

2
5 Storvas Ranbaxy 10’s Rs. 65.00

3
 No any above brands of atorvastatin providing Omega-3-Fatty acid. Gissistat
providing synergistic combination of atorvastatin 10 mg & EPA + DHA 250 mg in
one soft gelatin capsules.

F] Targeted Market Segment:

Sr. No. Targeted doctors Indications

M.D. (Gen) Reduces TG [Triglyceride] & LDL [Low
1
Density Lipoprotein]
M.D. D.M. Reduces incidence of Myocardial Infraction &
2
(Cardiologist) Stroke. Reduces Fatal / Non-Fatal Stroke
Prevents Plaque formation.
3 MBBS
Offer Anti-Arrhythmic Effect.

G] Efficacy Over Competitors Brands:

Another brands providing only atorvastatin but Sai Mirra offer Omega-3-
Fatty Acid (EPA + DHA) in one soft gelatin capsule. Another competitor’s brands
available in the tablet formulation. Gissistat available in Soft Gelatin capsules
which is easy to consume & Digestion. The Medical study about gissistat
published in “ The Lancet. 2003 Vol. 361,1149 to 1158” etc.

N-3 PUFAs STATINS

Yes Yes
Endothelial Function
Yes Yes
Anti-Thrombotic Properties

4
 Yes Yes
Anti-Inflammatory Activity
Yes Yes
Hs-CRP
Yes Yes
IL-6 (Inter Leukeines 6)

Gissistat is a perfect synergistic combination of atorvastatin & (EPA +

DHA). No any other brand offer this combination they offer only atorvastatin in
tablet formulation. So Patients get dual benefit of atorvastatin & Omega-3-Fatty
Acid.

H] Market Scenario:
Market of Atorvastatin 10mg & 20mg is very vast. The targeted customers of
Atorvastatin are Cardiologist, Diabetologist, and Cardiac Surgeons, which are
capable to open heart surgery, Angioplasty etc. Those Physicians, which are
handling patients, which are suffered by Myocardial Infarction & Stroke. Long-
term prescription is generates from consulting cardiologist & Diabetologist. If we
get new prescriptions every month from our targeted doctors & encashing those
prescription on nearest chemist with proper availability made from distributor then
we get maximum sales volume from that cardiologist.

I] Market Segmentation:
Segmentation enhances to give priority to our customer as per their specialty.
In my territory there are many number of doctors but selection of that doctors are
based upon RCPA (Retail Chemist Prescription Audit) mean to find out potential
doctor as per their prescription capacity to prescribe Cap Gissistat & give sale to
us.
As per 80/20 rules in pharma industries, 20% of total doctors give 80%
business and 80% of total doctors give 20% of business.

5
J] Visit Plan:
In my territory there are total number of doctors are 150. Visiting planning to
meet them every month as per SVL (Standard Visiting List). Arrangement of these
doctors as per their prescription generation potential and number of patients in
OPD (Out door Patients) & preference of Molecule.

Sr. SVL Number Priority Number of Visit per Month

No.
1 1 to 15 4 visits per month

6
 Targeted doctors for Cap Gissistat comes under SVL number from 1 to 15 so
there are averagely 2 to 3 visits per month.

1) Audio Visual Tools:

 Visual Aid.
 Communication as per Detailing Story.
 LBL (Leave Behind Literature)
 Medical Study Reports
 Reminders
3) Promotional Inputs:
 Physician Sample
 Gifts
 Reminders.

K) Pack Shot:

7
 GISSICOR

A] Cap. Gissicor providing first time India 1 gm of Omega-3-Fatty Acid in two

soft gelatin capsule to a Patient, which is suffering from combined
Hyperlipidaemia. Benefits of Gissicor Capsules are as following
Reduces TG [Triglyceride] Levels.
Reduces LDL [Low Density Lipoprotein].
Prevents Plaque formation.
In rheumatoid arthritis
Pain associated with Osteoporosis, Neck Pain Back Pain.
Pain associated with Chickenguniya.
Reduces incidence of Myocardial Infraction & Stroke.
Reduces Coronary Events
Reduces Fatal / Non-Fatal Stroke
Increases HDL-C (High Density Lipoprotein-Cholesterol) Level.
Offer Anti-Arrhythmic Effect.
B] Packing:
Each Soft Gelatin Capsule Contains:
Eicosapentaenoic Acid 280 mg (EPA)
Docosahexaenoic Acid 230 mg (DHA)
Derived from Approximately 1 gm of Omega 3 Oil.
Each Blister Strip contains 10’s Capsules.
C] Pricing:
Each Blister Strip of Gissistat available in Rs. 77.50
D] USP [Unique Selling Point]:
In Combined Hyper Lipidaemia.
E] Competitor Brands:
For Gissicor no any competitor brands available in the market.

8
 Available Omega-3-Fatty Acid brands in market providing less
Amount of Omega-3-Fatty Acid than 1 gm.

F]

N-3 PUFAs STATINS

Yes Yes
Endothelial Function
Yes Yes
Anti-Thrombotic Properties
Yes Yes
Anti-Inflammatory Activity
Yes Yes
Hs-CRP
Yes Yes
IL-6 (Inter Leukeines 6)

Targeted Market Segment:

Sr. No. Targeted Doctors Indications

1 M.D. (Gen)
2 M.D. D.M.
(Cardiologist)
3 MBBS
4 M.S. Ortho
Reduces TG [Triglyceride] & LDL [Low
Density Lipoprotein]
Reduces incidence of Myocardial
Infraction & Stroke. Reduces Fatal /
Non-Fatal Stroke
Prevents Plaque formation.
Chickenguniya
Offer Anti-Arrhythmic Effect.
In Pain Associated with Rheumatoid
Arthritis,

9
G] Efficacy Over Competitors Brands:
Another brands providing less than 1 gm Omega-3-Fatty acid but Sai Mirra
offer 1 gm of Omega-3- Fatty Acid (EPA + DHA) in two soft gelatin capsules.
Gissicor available in Soft Gelatin capsules which is easy to consume & Digestion.
The Medical study about Gissicor published in “ The Lancet. 2003 Vol. 361,1149
to 1158” etc.
Gissicor providing perfect theuraptic dose of 1 gm of (EPA + DHA) in two
soft gelatins capsules. No any other brand offer this combination they offer only
atorvastatin in tablet formulation. So Patients get dual benefit of atorvastatin &
Omega-3-Fatty Acid
H] Market Scenario:
Market of Omega-3-Fatty acid is very vast. The targeted customers of Gissicor
are Cardiologist, Diabetologist, and Cardiac Surgeons, Orthopedic Surgeon, which
are capable to handle patients those are suffering from cardiac disease,
Rheumatoid Arthritis etc. Those Physicians, which are handling patients, which
are suffered by Myocardial Infarction & Stroke. Long-term prescription is
generates from consulting cardiologist & Diabetologist. If we get new
prescriptions every month from our targeted doctors & encashing those
prescription on nearest chemist with proper availability of cap Gissicor made from
distributor then we get maximum sales volume from that cardiologist.

I] Efficacy of Gissicor than Other brands:

a) Gissicor providing 1 gm of Omega-3-Fatty Acid than any other brands
available in the market.
b) Gissicor providing theuraptic dose of 1 gm of n-3 PUFA. Recommended
dose for patients is 2 to 4 gm of Omega-3- Fatty acid per day.

10
 c) Heavy Metal like Mercury leads to Atherosclerosis that means plaque
formation in artery or Blood vessels. Omega-3-Fatty Acid extracted from
Cold fish water. Sai Mirra perform one special process in which mercury
get removed form omega-3-Fatty Acid.

J] Market Segmentation:
Segmentation enhances to give priority to our customer as per their specialty.
In my territory there are many number of doctors but selection of that doctors are
based upon RCPA (Retail Chemist Prescription Audit) mean to find out potential
doctor as per their prescription capacity to prescribe Cap Gissicor & give sale to
us.
As per 80/20 rules in pharma industries, 20% of total doctors give 80%
business and 80% of total doctors give 20% of business.
Above figure shows there is less number of consultant doctors like
orthopedics, Cardiologist & Diabetologist etc. that give maximum sale. & High
number of MBBS which give avg. sales to us.

K] Visit Plan:
In my territory there are total number of doctors are 150. Visiting planning to
meet them every month as per SVL (Standard Visiting List). Arrangement of these
doctors as per their prescription generation potential and number of patients in
OPD (Out door Patients) & preference of Molecule

2) SVL Bifurcation:

Sr. SVL Number Priority Number of Visit per Month

No.
1 1 to 15 4 visits per month

11
 Targeted doctors for Cap Gissicor comes under SVL number from 1 to 15 so
there are averagely 2 to 3 visits per month.

3) Audio Visual Tools:

 Visual Aid.
 Communication as per Detailing Story.
 LBL (Leave Behind Literature)
 Medical Study Reports
 Reminders
3) Promotional Inputs:
 Physician Sample
 Gifts
 Reminders.

12
L] Pack Shot:

13
 VAGIMYCIN

A] Brand Name:
Vagimycin Pessaries

B] Packing with Composition:

One Blister Strip contains 3 Pearls Soft Gelatin Large size Pessaries.
[1 * 3 Vaginal Pessaries]

Each Soft Gelatin Pearl Vaginal Pessaries:

Sr. No. Content Name Composition

1 Clindamycin Phosphate B.P. Equivalent to 100 mg
Clindamycin
2 Clotrimazole I.P. 200 mg
3 Metronidazole I.P. 200 mg

C] M.R.P.

Each Strip of Vagimycin is available in Rs. 54/-

D] USP: 3 AntiMicrobial, 3 Pessaries, 3 Day Treatment

E) Competitors Brands:
Sr. No. Brand Name Company Name M.R.P.
1 3VC Era Pharma 73.00
2 Candid-V3 Glenmark 14.40
3 Clinish VS Colinz 72.00

14
*Candid-V3 providing only 3 vaginal Pessaries of clotrimazole 200 mg.
Candid-V3 not providing Clindamycine.

15
F] Targeted Market Segment with Indication.

Sr. No. Targets Doctors Indication

1 M.D. DGO (Gynae. & Obst.) Vaginal Candidiasis
2 M.D. DVD (Dermatologist & Vaginal Infection &
Venereologist) Candidiasis
3 G.P. Vaginal Candidiasis

G) Targeted Market Segment:

Sr. No. Targets Doctors Indication

1 M.D. (Obste. & Gyna.) Vaginal Candidiasis
2 MBBS & G.P. Vaginal Candidiasis
3 MD DVD (Dermatologist) Vaginal Candidiasis

H) Efficacy over Competitor’s Brands:

a) Another brands of clotrimazole vaginal pessaries available in tablet

formulation. There is need of an applicator to insert that tablet in vagina.
So this total process is critical and time consuming. Vaginal candidiasis
usually seen in those patients having poor life style, which are not aware
about cleanliness & healthy environment.
b) Vagimycine pessaries available in economical rate than another pessaries
available in the market. This economical rate is affordable for poor patints.
Vagimycine available in Rs. 54/- for three pessary.
c) Vagimycine available in pearl shape large soft gelatin pessaries, which is
convenient for insertion in vagina if patient is not, educated to understand
about insertion process.
d) Vagimycine providing Clotrimazole, Clindamycine and Metronodazole in
one pessary. No any other brand in market providing Metronodazole,
which is effectively, treats trichomonal infection.

16
I) Targeted Customer Population:
Following figure shows no. Of targeted doctors in my territory/ Town
which is cover by me. Selected doctors are based on their specialty &
Potentiality as per their day-to-day practice and capacity to generate
prescription as per RCPA

Sr. No. Specialty of Doctor No. Of Doctors

1 M.D. (Gynaec) 11
2 M.S. (Gen) 06
3 M.D. Dermatologist 02
4 MBBS 13
5 Non-MBBS 20

M.D.(Gynae)
M.S. (Gen.)
M.D. Derma
MBBS
Non-MBBS

17
Segmentation enhances to give priority to our customer doctor as per their
specialty & practice. In my territory there are many number of doctors but
selection of that doctors are based upon RCPA (Retail Chemist Prescription Audit)
mean to find out potential doctor as per their prescription capacity to prescribe
Vagimycine & give sale to us.
As per 80/20 rules in pharma industries, 20% of total doctors give 80%
business and 80% of total doctors give 20% of business.
Above figure shows there is less number of consultant doctors like
Dermatologist, Gynaecologist, Surgeon etc.which give maximum sale. & High
number of Non-MBBS, MBBS which give avg. sales to us.

I) Visit Plan:
In my territory there are total number of doctors are 150. Visiting planning to
meet them every month as per SVL (Standard Visiting List). Arrangement of these
doctors as per their prescription generation potential and number of patients in
OPD (Out door Patients) & preference of Molecule.

1) SVL Bifurcation:
Sr. SVL Number Priority Number of Visit per Month
No.
1 1 to 15 3 visits per month

2 16 to 90 2 visits per month

Targeted doctors for Vagimycine Pessaries comes under SVL number from 1
to 90 so there are averagely 2 to 3 visits per month.

2) Audio Visual Tools:

 Visual Aid.

18
 Communication as per Detailing Story.
 LBL (Leave Behind Literature)
 Medical Study Reports
 Reminders
3) Promotional Inputs:
 Physician Sample
 Gifts
 Reminders.

J) Expected Business:

Sr. Speciality NRV QTY/Day Qty/Month Total

No. Business
1 Gyanecologist 34.48 2 60 Rs. 2068
2 Dermatologist 34.48 1 30 Rs. 1034
3 MBBS 34.48 ----- 15 Rs. 517.2
4 MS Gen 34.48 ----- 15 Rs. 517.2
Total 120 Rs. 4137

 Above expected figure of sale given by each one

doctor from speciality that is Value wise sale of vagimycine is 120 per month
& value wise sale is Rs. 4137 etc.

 In my SVL list I having targeted customer as per

below business earn from this listed doctors as per value wise & unitwise is as
per below.

19
 Sr.No. Specialty of No. Of Unit/ Value/
Doctor Doctors Month Month

1 M.D. 11 660 Rs.22756

(Gynaec)
2 M.S. (Gen) 06 90 Rs. 3103
3 M.D. Derma 02 60 Rs. 2068
4 MBBS 13 195 Rs. 6723
Total 1005 Rs. 34656

C) Total sale of Vagimycine form targeted doctors is 1005 unit & valuewise sale
as per NRV of Vagimycine is Rs. 34656

K) Pack Shot:

20
 TRABICAL

B) Pricing:
A) Composition:
Each Film Coated Tablet Contains:

Sr.No. Content Name Composition

1 Calcium Fumerate 1000 mg
2 Calcium Ascorbate 100 mg
3 Calcitriol B.P. 0.25 mcg
4 Copper Sulphate 1 mg
5 Magnesium Chloride I.P. 25 mg
6 Manganese Chloride U.S.P. 2.5 mg
7 Sodium Selenate U.S.P. 40 mcg
8 Zinc Gluconate U.S.P. 7.5 mg
9 Vitamin K 100 mcg
10 Boron 3 mg

Rs. 78.60 for strip of 10 tablets

C) Packing:
Each pack of Blister Strips contain 10 tablets
D) USP: Unique Selling Proposition
“Calcium Fumerate is most soluble form of Calcium so high Bioavailability”
Punch Line: “ The Perfect Bone Mineraliser”

E) Competitor Brands:

Sr.No. Brand Name Company Packing MRP

1 Gemcal Alkem Lab 10’s Rs. 89.00
2 Gemitriole Torrent 10’s Rs. 92.00

21
3 Bio-D3 Plus Macleods 10’s Rs. 92.00
4 Calten IPCA 10’s Rs. 89.00
5 Calfine VHB 10’s Rs. 89.00

22
F) Targeted Market Segment:

Sr. No. Doctor’s Specialty Indication

1 M.D. Physicians(Gen. Med.) Renal Osteodestrophy
2 M.S. (Urology) Renal Osteodestrophy
3 M.S. (Orthopedics) Osteoarthritis, Osteoporosis
4 M.D. (Obste. & Gyna.) Pregnancy & Lactation
5 MBBS & G.P. As a Calcium Supplement

G) Efficacy Over Competitors Brands:

Trabical providing first time in India Calcium Fumerate Supplement.

Calcium Fumerate shows optimal calcium content & higher solubility in water
than conventional Calcium Carbonate & Calcium Citrate. So 100% absorption of
calcium in body.
Why Calcium Fumerate?

Superior Bioavailability
% Calcium
50 40 Content
40
30 24.1
19 % Solubility
20
in Water at
10 0.1 0.1 1.22 20 C
0
Calcium
Carbonate

Fumerate
Calcium
Citrate
Calcium

23
Figure 1 - Calcitriol play an important role in collagen synthesis. Calcitriol is
active form of Vit. D3 it helps to absorption of Calcium.

Why Calcitriol?

24
H) Market Scenario:

In the Market there are Many number of Calcium preparations. There are
two types calcium preparation one is only calcium & another is Calcium with
Calcitriol (active form of Vit. D3). There is big market for calcium we need to
break that market into small segment of calcium & calcitriol market segment.
Some data provided by org survey.

Sr.No. Product Name Company Value in MS % Of

Crores Growth
1 Gemcal Alkem 22.94 23.12 19.16
2 Celol Emcure 10.05 10.13 18.63
3 Bio-D3 Plus Macleods 9.58 9.65 70.93
4 Rocaltrol Nicholas 8.63 8.70 2.71
5 Citromacalvit Novartis 7.50 7.56 32.34

Total Calcium market is 427.54 Crores with growth rate is 18.19%.

Market of Calcium & Calcitriol combination is 99.25 crores with growth rate
41.35%. So Sai mirra take a pleasure to launches the perfect Bone Mineraliser i.e.
“Trabical”
I) Targeted Customer Population:

Following figure shows no. Of

targeted doctors in my territory/ Town
which is cover by me. Selected doctors
are based on their specialty &
Potentiality as per their day-to-day
25
practice and capacity to generate
prescription.
Sr.No. Speciality of Doctor No. of Doctors
1 M.D. (Med) 08
2 M.D. (Gynaec) 11
3 M.S. (Gen) 06
4 M.S. (Ortho) 05
5 MBBS 13
6 Non-MBBS 20

26
 M.D.(Med)
M.D.(Gynae)
M.S. (Gen.)
M.S.(Ortho)
MBBS
Non-MBBS

Figure 2
Segmentation enhances to give priority to our customer as per their
specialty. In my territory there are many number of doctors but selection of that
doctors are based upon RCPA (Retail Chemist Prescription Audit) mean to find
out potential doctor as per their prescription capacity to prescribe Trabical & give
sale to us.
As per 80/20 rules in pharma industries, 20% of total doctors give 80%
business and 80% of total doctors give 20% of business.
Above figure shows there is less number of consultant doctors which give
maximum sale. & high number of Non-MBBS, MBBS which give avg. sales to us.

J) Visit Plan:
In my territory there are total number of doctors are 150. Visiting planning to
meet them every month as per SVL (Standard Visiting List). Arrangement of these

27
doctors as per their prescription generation potential and number of patients in
OPD (Out door Patients) & preference of Molecule.

28
 4) SVL Bifurcation:

Sr. SVL Number Priority Number of Visit per Month

No.
1 1 to 15 3 visits per month

2 16 to 90 2 visits per month

3 91 to 150 1 visit per month.

Targeted doctors for Trabical comes under SVL number from 1 to 90 so there are
averagely 2 to 3 visits per month.

5) Audio Visual Tools:

 Visual Aid.
 Communication as per Detailing Story.
 LBL (Leave Behind Literature)
 Medical Study Reports
 Reminders
6) Promotional Inputs:
 Physician Sample
 Gifts
 Reminders.

J) Forecasting of Objectives:
In Osteoporosis & Calcium Deficiency patients there is long-term
treatment of Tab Trabical. Prescription generate from doctors is important.
Following chart give idea about prescription trends & Sale generate from
Prescription of selected doctors. Following chart give idea about expected
sales from each one doctor of each specialty.

29
 Just imagine we get Rs. 12611/- from three doctors if we selecting 12 doctors
for Tab Trabical converting them from conventional brand into Tab Trabical then
we get Rs. 37833/- for total month.

Doctor’s No. of NRV of Sale per Day Sale per Month

Category Prescriptions Trabical
per day tablet
M.D. DGO 1prescription 46.71 46.71X3=140.13 140.13X30=4203.9
= 3 strips
M.D. Med 1 prescription 46.71 46.71X3=140.13 140.13X30=4203.9
=3 strips
M.S. Ortho 1 prescription 46.71 46.71X3=140.13 140.13X30=4203.9
=3 strips
Total Rs. 12611 in Rs.
From three doctors

L) Pack Shot:

30
 TRABICAL SYRUP

Sr. No. Composition Quantity

1 Calcium Lactate Gluconate 350 mg
2 Calcium Ascorabte USP 50 mg
3 Calcitriol BP 0.05 mcg

Composition:
Each 5 ml Syrup Contains
Pricing:
Each 120 ml bottle of trabical syrup available in MRP Rs. 88/-
Packing:
120 ml Bottle with Truity Fruity Flavour.

USP: Unique Selling Proposition

 Highly Soluble Calcium Salt like Calcium Lactate Gluconate.
 Potent active form of Vit. D3 like Calcitriol.
 Calcium Ascorbate with powerful antioxidant activity.

Targeted Market Segment:

Sr. No. Doctor’s Specialty Indication

1 M.D. Physicians (Gen. Med.) Renal Osteodestrophy
2 M.S. (Urology) Renal Osteodestrophy
Osteoarthritis,
3 M.S. (Orthopedics)
Osteoporosis
4 M.D. (Obste. & Gyna.) Pregnancy & Lactation
5 M.D. (Paedia.) Calcium Suppliment

31
6 MBBS & G.P. Calcium Suppliment

32
Competitor Brands:

Sr. No. Brand Name Company Packing MRP

1 Gemcal Alkem Lab 120ml Rs.92
2 Crystacal Cachet Phar. 120ml Rs.95

Efficacy Over Competitors Brands: Why Trabical Syrup?

Sai Mirra providing first time in India Calcium Lactate Gluconate

Supplement. Calcium Lactate Gluconate shows optimal calcium content &
higher solubility in water. Calcium Lactate Gluconate is highly soluble salt
hence trabical is syrup (Liquid in liquid) not a suspension (Solid in
Liquid). So there is no any hurdle for calcium to get readily absorb in the
body. We give Crystal clear syrup of Calcium Lactate Gluconate, Calcitriol,
and Calcium Ascorbate with truity Fruity flavour. Another conventional
Calcium Carbonate & Calcium Citrate suspension (Solid in liquid) shows
Turbidity hence there is less absorption of Calcium with Calcium
Carbonate & Calcium Citrate.
Why Calcium Lactate Gluconate?
Calcium Lactate Gluconate highly soluble & Bioavailable calcium,
which get readily absorbed. Calcium Lactate Gluconate is Child friendly.
In my territory there are total number of doctors are 150. Visiting
planning to meet them every month as per SVL (Standard Visiting List).
Arrangement of these doctors as per their prescription generation potential
and number of patients in OPD (Out door Patients) & preference of
Molecule.

SVL Bifurcation:

33
 Sr. No. SVL Number Priority Number of Visit per Month
1 1 to 15 3 visits per month
2 16 to 90 2 visits per month
3 91 to 150 1 visit per month.

Marketing Strategy:
Targeted doctors for Trabical Syrup comes under SVL number from 1
to 90 so there are averagely 2 to 3 visits per month.
 Audio Visual Tools:
Visual Aid.
Communication as per Detailing Story.
LBL (Leave Behind Literature)
Medical Study Reports
Reminders
 Promotional Inputs:
 Physician Sample
 Gifts
 Reminders.
Why Calcium Lactate Gluconate?

In Vit D3 Deficiency childrens, growing child for bone synthesis.

Prescription generate from doctors is important. Following chart give idea
about prescription trends.

Forecasting of Objectives-
Above chart shows daily sales & Monthly sales getting from this two
doctors. If we planning for 10 doctors which have same potential as above how
much business we get from those 10 doctors. We get Rs. 8274 X 10 = Rs. 82740
from those 10 doctors. Work on this planning with successful implementation.

34
k) Forecasting of Sales:
Forecasting of sales of product is very much important for success of
organization. Expected sale of trabical syrup is more because of it’s
innovativeness that is we providing syrup another brands providing suspension.
There is tremendous scope for to getting prescriptions from pediatricians

Doctor’s No. Of NRV of Sale per Day Sale per Month

Category Prescriptions Trabical
per day Syrup
M.D. 5 prescription 55.16 55.16X5=275.8 275.8X30=8274
Orth = 5 bottles
M.D. Ped 5 prescription 55.16 55.16X5=275.8 275.8X30=8274
=5 bottles
Total 16548 in Rs.
From two
doctors

K) Targeted Customer Population:

Sr No. Speciality of Doctor No. of Doctors

1 M.D. (Gynaec) 11
2 M.S. (Gen) 06
3 M.S. (Ortho) 05
4 MBBS 13
5 Non-MBBS 20

Following figure shows no. of targeted doctors in my territory/ Town which

is cover by me. Selected doctors are based on their specialty & Potentiality as per
their day-to-day practice and capacity to generate prescription.

35
 Segmentation enhances to give priority to our customer as per their
specialty. In my territory there are many number of doctors but selection of that
doctors are based upon RCPA (Retail Chemist Prescription Audit) mean to find
out potential doctor as per their prescription capacity to prescribe Trabical & give
sale to us.
As per 80/20 rules in pharma industries, 20% of total doctors give 80%
business and 80% of total doctors give 20% of business.
Above figure shows there is less number of consultant doctors which give
maximum sale. & High number of Non-MBBS, MBBS which give avg. sales to
us.

M.D.(Gynae)
M.S. (Gen.)
M.S.(Ortho)
MBBS
Non-MBBS

36
 SOLOMET SR

1. Composition:
Metformin Hydrochloride 1000mg sustained release Tablets.
2. Pricing Structure:

Sr.No. Price Structure Value in Rs.

1 M.R.P. 30.49
2 P.T.R. 23.46
3 P.T.S. 21.11
4 N.R.V. 19.11

3. Packing:
Each Blister strip contains 10 tablets (1X10’s).
4. U.S.P.:
“Solomet SR with unique Hydro gel Technology providing sustained
release”
“Solomet SR provide convenience of OD dosage for 24 hour Glycaemic
control”
5. Competitors Brands:

Sr.No. Brands Name Company Packing Price

1 Daomet-SR Aristo 10 X 10’ s 25.00

2 Glyciphage Franco Indian 10 X 10’ s 29.25
3 Metlife Mankind 10 X 10’ s 24.90
4 Metanorm Elder 10 X 10’ s 26.00

37
 6. Targeted Market Segment:

Sr.No. Doctor’s Specialty Indication

1 M.D. Physicians (Gen. Med.) Diabesity, Diabetes II Mellitus

2 M.D. DGO (Gynaecologist) PCOS (Polycystic Ovarian

Syndrome)
3 M.B.B.S.DGO Infertility associated with PCOS
(Gyanaecologist)

7. Efficacy over Competitors Brands:

Solomet SR providing Metformin Hydrochloride 100mg sustained
release tablet with Unique Hydrogel Technology, which get swelled and
release drug intermittently for 8 hours to maintaining the metformin level in
circulating blood for 24 hours. Solomet SR providing 24 hours Glycaemic
Control with unique Hydrogel Technology.
8. Pharmacology:
Mode of Action of Metformin
 Reduces hepatic Gluconeogenesis.
 Metformin increases cell receptor sensitivity to insulin.
 Reduces Glucose absorption from gut.
 Reduces weight in obese patients.
 Raises HDLc & Reduces LDLc Level.
Targeted doctors are those handling infertility patients. There are so
many cause of Infertility. One of them is PCOS. Cause of PCOS is
Hyperandogenism, Irregular Periods, and Hyperisulenimia etc.
Gynaecologist handles these types of patients.
Targeted doctors are those handling Diabetes Mellitus II patients.

38
 Diabetologist, Physicians handles these types of Patients.

9) Market Scenario & Analysis:

Sr. Brands Name Company Value in MS% Growth

No. Crores
Total diabetic Market 675 100 7.7
Metformin 60.3 10.3 11.45
1 Obimet 1000mg SR Abbot Lab 0.61 0.09 390.4
2 Gluconorm SR Lupin 0.39 0.06 ---------
3 Bigomet 1000mg SR Aristo 0.41 0.06 84.3
4 Glyciphage 1000mg SR Franco 0.03 -------- -----------
Indian
5 Melmet 1000mg Micro Lab 0.07 0.01 197.9
6 Gluformin 1000 XL Nicholas 2.72 0.4 51.9
Piramal
7 Metlong 1000mg Panacea 0.9 0.06 139.2
Biotec
8 Glycomet USV 0.15 2.65 17.24

From the above chart total Diabetic market is Rs. 675 crores. Total growth
of Diabetic market is 7.7%. Metformin occupies 10.30% market share in total
diabetic market share. Total growth of Metformin market is 11.45%. Almost
all brands are significantly growing with value wise. So there is better
opportunity to enter into the Market.

10) Targeted customer Population:

Sr.No. Category of Doctors Number of Doctor

39
1 M.D. (Medicine) 7
2 M.D. (Gynaecologist) 11

In my territory there are 7 number of M.D. medicine physicians & 11 number

of Gynaecologist.

11. Marketing Strategy:

In my territory there are total number of doctors are 150. Visiting
planning to meet them every month as per SVL (Standard Visiting List).
Arrangement of these doctors as per their prescription generation potential
and number of patients in OPD (Out door Patients) & preference of
Molecule.
SVL Bifurcation:

Sr. SVL Number Priority Number of Visit per Month

No.
1 1 to 15 3 visits per month

2 16 to 90 2 visits per month

3 91 to 150 1 visit per month.

Targeted doctors for Solomet-SR comes under SVL number from 1 to

90 so there are averagely 2 to 3 visits per month.
Audio Visual Tools:
 Visual Aid.
 Communication as per Detailing Story.
 LBL (Leave Behind Literature)
 Medical Study Reports
 Reminders
Promotional Inputs:

40
 Physician Sample
 Gifts
 Reminders.

41
 12. Forecasting of Objectives:
In PCOS & Diabesity (Diabetes associated with Obesity) there is long-term
treatment from 3 months to life long. Prescription generate from doctors is
important. Following chart give idea about prescription trends.

Doctor’s No. of NRV of Sale per Day Sale per Month

Category Prescriptions Solomet
per day SR
M.D. DGO 3 prescription 19.11 19.11X9=171.99 171.99X30=5159.7
= 9 strips
M.D. Med 3 prescription 19.11 19.11X9=171.99 171.99X30=5159.7
=9 strips
Total 10319 in Rs. From
two doctors

42
COMPANY PROFILE

43
M/S Sai Mirra Innopharm Pvt. Ltd. Have its own Manufacturing unit at Chennai.
Company manufactures many number of fine & Pharma Grade products and Bulk
drug supply to another companies like M/s Dr. Reddy Laboratory.

Following chart give some idea about exogenous & Endogenous Manufacturing &
Marketing unit.

Sr. Brand Name Manufacturing Unit Marketed by

No.
1 Cap Gissicor Sai Mirra Innopharm Sai Mirra Innopharm
Pvt. Ltd. Pvt. Ltd.
2 Tab Duorandil Sai Mirra Innopharm Sai Mirra Innopharm
Pvt. Ltd. Pvt. Ltd.
3 Arginitric Sai Mirra Innopharm Sai Mirra Innopharm
Pvt. Ltd. Pvt. Ltd.
4 Cap Ferolact Sai Mirra Innopharm Sai Mirra Innopharm
Pvt. Ltd. Pvt. Ltd.
5 Cap Natoz Sai Mirra Innopharm Sai Mirra Innopharm
Pvt. Ltd. Pvt. Ltd.
6 Tab Frutcee Sai Mirra Innopharm Sai Mirra Innopharm
Pvt. Ltd. Pvt. Ltd.
7 Cap Gissistat Gelnova Laboratories Sai Mirra Innopharm
Pvt. Ltd. Pvt. Ltd.
8 Vagimycin Pessaries Gelnova Laboratories Sai Mirra Innopharm
Pvt. Ltd. Pvt. Ltd.
9 Tab Trabical Ruby Organics Pvt. Sai Mirra Innopharm
Ltd. Pvt. Ltd.

44
OBJECTIVE

45
 OBJECTIVE

marketing Mix & Planning in Pharmaceuticals Marketing is very important

because in one territory or sample area there are so many Doctors situated. Their
day to day practice & prescription habit is totally depends upon diseases of
patients with diagnosis of diseases.
So there is vast prescription generation capacity of doctors & that
prescription is honoring at chemist level Marketing Planning & Marketing
activity helps to generates prescription from Doctors
Objective of this Planning & Marketing Mix are as below :-
- To study of marketing mix of company
- Build up corporate image by brand
development
- To study about market segment of targeted
doctors ( People mix )
- To study of product with attractive packing ,
affordable price , availability of product at chemist level ( Price
mix)
- To study about regular supply of product
from company to chemist

46
 RESEARCH
METHODOLOGY

47
 Research Methodology
Sample Area :
My territory is Raigad district. In Raigad District there are three
headquarters Panvel, Alibaug, Mangaon. My Headquarter is Mangaon. Each
headquarters having one sales representative like me. In Raigad District, There are
two distributors for Sai Mirra Innopharm Pvt. Ltd. Both this distributors covering
all chemists, which are present in all interiors & urban places in Raigad District.
Potentiality of distributor is determined by its coverage of area & inventory
capacity (Financial Position). Distributor having its own salesman (Order boy)
which taking orders of Medicines from Chemists & distributor delivered goods as
per chemists order with 21 days credit.

Sample Survey RCPA (Retail & Chemist Prescription Audit):

Before visiting to doctor, there is one important factor that is potentiality
of doctor to generate prescription of our brands. This potentiality is
determined by very well known tool is RCPA means Retail Chemist
Prescription Audit. Following chart give idea about RCPA

Sai Mirra Innopharm Pvt. Ltd.

Name of SO: HQ: Area: Date:
Our Brands Competitor Rx per Day Dr. Name Remark
Brand

48
RCPA give a entire idea about a doctor as a potential customers means
 Which doctor is our potential customer?
 Which doctor generates more prescription per day for Competitors
brands?
 Which doctor is potential for our brands?
 How many prescriptions of competitor’s brands per day generate from
that doctor?
 To determine the potential of doctor (Prescription Generation Capacity
for our brands).
 How many doctors as potential customers available in our Territory?
Sample size
 Divide SVL in Three parts like a) VVIP b) VIP C) IP
 Total SVL contains 150 Doctors.
 Find out most potential 35 doctors arranging them in VVIP as per their
potential with help of RCPA.
 Find out most potential 60 doctors from remaining doctors and
arranging them in VIP as per their potential with help of RCPA.
 Remaining 60 doctors arranging in IP part of SVL.
 Mention their Address, contact number.
Product Selection for Sample :
 As per RCPA determine the products for promoting to that particular
doctor.
 Choose at least 4 products for that doctor. That doctor usually prescribes
parallel competitors brands with sufficient extent.
 Give priority for those 4 products like P1, P2, P3, and P4.
 Always remember that promotes only those products, which are priority
products for that doctor.

49
  Always ready with forecasted revenue generates from a priority
products for a particular doctors.
 Always contact with doctors & chemist by telephonically for reminder
of products.

Approach to the Sample :

 Always ready with ready Reckoner & SVL of doctors.
 Working planning as per Monthly tour programme.
 Planning daily working programme for minimum 14 doctors & 6
Chemist. Maintain doctors call average 12 & chemist average 5.
 Always planning for the POB of targeted products.
 Take a Prior appointment of that doctor on telephonic communication.
 Always ready with all marketing tools like Visual Aid, Sample, LBL,
and reminders.
 Communicate all benefits & efficacy of our products than other.
 Communicate USP (Unique Selling Proposition) of our product to
doctor.
 Take care of availability of our product at Retailer & Chemist Level.
Without availability of product, do not promote that product to doctor.
Always take care of encash all prescription of doctor at Chemist level.
 Taking order of Chemist with Stamp & Signature on Order pad with
mentioning date of delivery & Order date. Make an order in four copies.
 Communicate all this order of products to distributor.
 Always attach one copy of order with daily report.

Interpretation :
 Reporting should be in proper manner on format, which is recommended by
company.

50
 Reporting Format contains Name of SO, Headquarter name, Area Manager
Name, Area working, Computation chart of sample given to doctor,
Balance quantity of samples, Name of Doctors & Chemist etc.
 Reporting should be reach to Head Office within stipulated time.
 Reporting always in triplet One copy to HO, One copy to Area Manager,
remain for self.
 Refer format of Daily Call reporting.

51
Distributor Handling:
 Give visit to the distributor once in week.
 Take a one copy of Stock & Sales Statement. Which shows the figure of
secondary sale & Closing stock (Balance quantity) of our product.
 Weekly analysis of sales help us How we are far from achieving the
Objective & Target both Value wise & Quantity wise?
 Weekly analysis helps us to determine which product is non-moving &
fast moving.
 Distributor gives idea about ROG (Return of Goods) from which
chemist, Repeat orders from which chemist. So we can determine which
doctor get break for our products.
 Taking care of Expiry of products. Expiry handling reduces chances of
loss of company. Distributor should distribute goods on FIFO (First In
First Out) basis.
 Take an order of distributor on triplet copy on his letter pad with Stamp
& Signature of Distributor. Communicate that order to Mother Depot
(Super Stockiest).
 At end of month, take a Whole area wise stock & Sale Statement. This
area wise.

52
Stock & Sales Statement of Distributor at month
 Stock & Sales statements should be give clear idea about sales figure of
products Areawise.
 Stock & Sales statements consist opening stock, receive stock, Sales
figure, closing stocks of productwise.
 This statement highlights those products, which become near expiry
date. So liquidation of those products should be taken as priority.
 This statement also shows pending issues of distributor as credit notes.
 This statement shows sales figure & closing stock valuewise & product
wise.
 This statement helps to forecast next month sales & Sales planning.
 Statement is very important to calculate achievement of sales of
products & further incentive calculations.
 Coverage analysis shows monthly doctors call average & Chemist call
average.
 Coverage analysis also shows the details about triple & double visit of
doctors from Svl. No. 1 to 90.
 Reporting all analysis to company head office at the end of month.
 More calls More Sale.

53
 S a i M ir r a In n o p h a r m P v t.L td .
M o n t h ly C o v e r a g e A n a ly s is
N am e of TM : RSM : HQ :
S r.N o . P a r tic u la rs APR M AY JU N J U LY AUG SEPT OCT NO V DEC JA N FEB M AR
A) S V L D o c to rs 1 to 1 5
T r ip le V is it
D o u b le V is it
S in g le V is i t
M is s e d C a ll
% o f C o v e ra g e
B) S V L D o c to rs 1 6 to 9 0
D o u b le V is it
S in g le V is i t
M is s e d C a ll
% o f C o v e ra g e

54
C) S V L D o c to rs 9 1 to 1 5 0
S in g le V is i t
M is s e d C a ll
% o f C o v e ra g e
D) W o r k in g A n a ly s is
T o ta l N o . o f W o r k in g D a y s
H o lid a y s
Leaves
Month end analysis of Coverage

N o . o f W o r k in g D a y s in F ie ld
T o ta l N o . O f D o c t o r s C a ll
T o ta l N o . O f C h e m is t C a ll
D o c t o r C a ll A v e r a g e
C h e m is t C a ll A v e r a g e

REM ARK T M 'S S IG N A T U R E

F o rm a t 2 a
Personal Order Booking

 Personal Order Booking means POB.

 Company providing one special Booklet with special format.
 This special format contain following columns head like Sr. No., Brand
names, Packing, Qty, Value etc.
 This format also providing details about retailer name address, with
stamp & Signature.
 This format available in triplet copy one is original for us, second for
distributor, third for retailer.

55
DISTRIBUTION CHANNEL

56
 Distribution Channel

A) Distribution Channel play very important role in any successful organization.

Distribution Channel is another P of Marketing Mix, which is Place Mix. In the
Pharmaceutical industry Distribution Channel is as per below:
Manufacturing Unit -------- Mother Depot---------- C & F (Super
Stockiest)--------- District or Area wise Stockiest---------- Chemist & Retailer

57
B) Importance of Distribution Channel in Pharma industries:
 Distribution channel is necessary to reduce the gulf between Manufacturing
unit & end consumer because there are many number of Customers
 Good Distribution channel provides right product at right place in right
Quantity at right Time.
 It has minimum cost of Distribution & Transportation without any physical
deformation of Goods.
 Good distribution provides customer satisfaction & Services.
 It play important role to achieve organizational Goal.
 It helps to increases duration of Product Life Cycle.
 Distribution channel play a very important role in distribution of pharma
grade products like vaccines, hormones, injections, Life threatening drugs
etc is very important. Time factor is very important.
 Distribution channel is responsible for availability of product at Chemist
level is very important because when patient come with prescription of
doctor & demand for that medicine which are written in prescription by
doctor. But at chemist level that medicine (Product) is not available then
prescription get dishonored then there is loss of productive sale of that
particular company. This situation affects the growth of any pharmaceutical
company.
 Three level Distribution channel is suitable for pharma industry is starting
from manufacturing unit up to Chemist level.
 There are three types of distribution channel 1) First level Distribution
Channel 2) Second level channel 3) Third Level Distribution Channel.
 Third Level Distribution Channel is suitable for pharmaceutical industries.

58
B) Distribution Channel of Sai Mirra Innopharm for Raigad District as
per follow:

Manufacturing Unit
M/s Sai Mirra Innopharma Pvt. Ltd.
288, Sidco Estate
Chennai – 600 098

M/s Sai Mirra Innopharm Pvt. Ltd.

23, Lattice Bridge Road
Adyar, Chennai - 600098

Super Stockiest
M/s Vijon Logistics
Gala No. 101, Bldg. No. A1, 1st Floor,
Prithvi Complex, Kalher Village,
Taluka – Bhivandi, Dist - Thane

District Level Distributor

M/s New Agency
Above Mahindra Finance,
At-Post-Nagothane, Tal –Roha
Dist - Raigad

District Level Distributors covers all Chemist

& Retailers, which are present in respective
area or Potential Rural or Urban area.

Third level Distribution Channel

59
FINDINGS

60
 Marketing mix is very important for pharmaceutical marketing study
shows following finding

1. Sai Mirra Innopharm having third level distribution channel from

company to retailer
2. Sai Mirra Innopharm offer good quality product with soft gelatin
formulation at affordable price which is well accepted by retailer & doctors.
3. Above study shows marketing segmentation from total doctor covered by
field force.
4. Above study shows Selection of people ( Sample) from total market
segment

61
62
5.

CONCLUSION

63
Above study shows marketing mix & marketing planning for sai Mirra’s product
without any sample selection from universal population company cannot grow
& leads to wastage of funds
Right sample selection , Approach , interview , is a successfully marketing
planning
Without any product availability company leads to switchover of
customers or product substitution . There is need of strong distribution channel of
network
All elements of marketing planning are interdependent & interrelated to
each other Any one of element get fail company leads to loss
So all elements of marketing mix having same importance for
successfulness of marketing planning

64
LIMITATION OF STUDY

65
 In day to day working in my territory like visiting to doctors & Chemists, POB
process, Distributor Coverage etc. these are the common activity done by all sales
force in their respected territory. Some decision making situation (Problems)
facing by me mentioned as below:

 Some chemists are demanding more credit period than 21 days, which is a
normal credit period.
 Some doctors do not easily ready to switch over from conventional Brand
to another innovative brand.
 Some chemists do not paid there due payment within stipulated credit
period. Hence distributor not ready to supply goods to those chemists.
 Some times, Distributor also do not ready to paid their due payment
because of idle inventory at stockiest level.
 Some times non-availability of goods because of breakage means improper
handling of goods by chemist.
 If no any prescription of brand generate from doctor leads to inventory
carrying at chemist level result into chemist not ready to give payment
before liquidation of all quantity of strips etc.
 Doctor already writing competitor brand & inventory of competitor brand
carrying with chemist hence chemist not ready to keep our brand & doctor
not write our brand before liquidation of competitor brand this leads to loss
of sale, idle time.
 Some time rival brand offer scheme like 9+1 on purchasing of strips to
chemist level leads to block entry for our brand.
 Delay for delivery of goods from distributor level leads to bouncing of
prescription of our brand result in loss of sale & doctor stop writing of our
product because his patients not get medicine which is he writing.

66
 There are some uncertainty factors leads to loss of prescription generation
from doctor.
 Some competitor threat also cause of loss of sales of our product.
 Innovativeness of rival products also cause of loss of sales of products.
 Wrong information getting from chemist surveys also a main cause of loss
of sale.
 Delay to apply strategic planning also leads to loss of sales.
 Insufficient catering of distributor also causes loss of sales.

67
BIBLIOGRAPHY

68
Books:

 Marketing Management by Philip Kotler

 Research Methodology by C.R. Kothari

 Information From Wholesaler

Website:

www. saimirra.com
www.google.com

69
QUESTIONNAIRIE

70
 QUESTIONNAIRIE
Chemist shop Name-
Address of Shop

Contact Person
Contact Number

Q1. Which Doctors are leading Practitioner in this area?

Q2. what specialty Practice is done by him?

Q3. which type of patients , Doctors treats everyday?

Q4. How many total prescriptions come from Doctors?

Q5. which competitors products Doctors prescribed everyday ?

71
Q6. How much Quantity of competitors products prescribed by doctors in strips
& bottle unit ?

Q7. which distributors give visit to this area?

Q8. How much visiting frequency of distributor to this area ?

Q9. How is catering service of distributors?

Q10. How much sales in Rupees get from Doctors for our products every month?

72