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For Lincoln Pharmaceutical Ltd Prepared By Bhupendrasinh Zala Punit Laheru
Under guidance of Mr. C T Kapadia (Marketing Manager, Lincoln Pharmaceutical Ltd) Dr. Raashid Saiyed (Director, Stevens Business School)
It is very great opportunity to prepare a report of marketing plan on protein preparation. Such type of report can not be made without any guidance and motivation. We take this opportunity to express our gratitude to the people who have been instrumental in the successful completion of this project. Live project is like a practical training. In this we have to do practical work. Without any experience in pharmaceutical industry, it was very difficult for us to work in this industry. We must have some theoretical and practical knowledge. We take immense pleasure in thanking Mr. C.T.Kapadia (Marketing Head- Lincoln Pharma) and Mr. Tushar Patel (Product Executive) for having permitted us to carry out this project work, for being a source of inspiration and for his timely guidance in the conduct of our project work. He inspired us greatly to work in this project. His willingness to motivate us contributed tremendously to our project.
Lastly, we would like to thank to all those who had helped us directly or indirectly in completing this project successfully. We are grateful for their constant support and help.
During our survey. Sampling Design: y y y y Sample unit: Gynecologists and Chemists Sample Techniques: Convenience Sampling Sample size: Chemist: 50 Gynecologists: 35 3 . we have analyzed that Proteinex (Walk hardt Pharma ltd) and GRD (Zydus-Cadila Pharma ltd) are market leader in this supplement. To complete our report on protein preparation five objectives were decided which are. To find out how many brands are available in Ahmedabad district of protein supplement 5. Review of literature on Protein supplement 4. To find out from which trimester is it prescribed in pregnancy? For market survey of soya protein supplement which is prescribed by Gynecologists only. we have taken personal interview of chemists and Gynecologists in Ahmedabad.EXECUTIVE SUMMARY The report compiles the exploratory details of the marketing plan on protein preparation. To find out any combination with soya protein is prescribed by gynecologist and why? 8. This is most prescribed by Gynecologists. To upgrade formulation of protein powder PROTOSOL 2. To find out pricing of protein supplement brands in market 6. To find out which brands are more prescribed by gynecologists and why? 7. To design launch plan 3. Objective: 1.
TABLE OF CONTENT Sr. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Particular Title page Acknowledgement Executive summary Introduction Company detail Product detail About protein About DHA Chemist survey Gynecologists survey Analysis and findings Cost sheet Sales forecasting Conclusion Pg. 1 2 3 5 6 8 12 22 31 30 36 37 39 40 4 .No.No.
creations that are based on technologies. The Indian Pharmaceutical Industry at present produces a huge amount of drug which includes all types of medicines needed for different streams. and various other spheres of developments which has resulted in a huge amount of production in the Indian Pharmaceutical Industry. The Pharmaceutical Industry like other industries is subjected to follow certain rules and regulations. Indian Pharmaceutical Industry It has been seen that the Indian Pharmaceutical Industry has improved its infrastructure. Pharmaceutical Industry is very much dependent upon the developments and discoveries that are made to search new types of drugs and also to search for new kind of medicines. marketing as well as testing of drugs that are scheduled to come to the market as medicines. One can also see differences within the industry regarding the same drug or report and different companies within the Pharmaceutical Industry look to follow different paths for the same thing. Even when the Indian Pharmaceutical industry was on its way to restructure itself .INTRODUCTION Pharmaceutical Industry The main aim of pharmaceutical Industry is to develop. Since the inauguration of the Pharmaceutical Industry in the 19th century . it still continued to flourish at a good rate in the World Pharmaceutical Industry and also getting itself fit with the new world of Pharmaceuticals. research and distribute drugs in order to provide health care for the people in the society. The Pharmaceutical Industry needs to follow rules about about patent. This was made successful because 5 . it has covered a long way and now it has become one of the most influential and successful industry in the world with both controversy and praise on its part.
6 . A special Pharmaceutical cell has been developed which would only look after the pharmaceutical matters and another duty of the cell is to collect data which in the long run would help to increase the production level as well as improving strategies of import export in the future. The growth rate that has been seen is more than a staggering 20 percent for formulated drugs and around 15 percent for bulk drugs. The cell also looks after the quality of the drugs and also the global needs so that companies can make that type of medicines and export them to the concerned countries. etc. It has its own manufacturing facilities. Lincoln Pharmaceuticals is amongst the top world class quality oriented pharmaceutical producers. Capsules. mtrs. Its present manufacturing activities are located near Ahmedabad. Ointments. is accredited with GMP and ISO 9002 certification. Lincoln Pharmaceutical Ltd. An ultramodern laboratory with state of the art equipments ensures in-house quality assurance of each of the products. Syrups. Lincoln Pharmaceutical Ltd. With beautiful landscaping surrounding it. If the export of drugs is to be seen then Indian Pharmaceutical industry has done a fair job in that field as well. Manufacturing facilities at Lincoln Pharmaceuticals are in accordance with WHO-GMP standards. is a Public Limited Company with a large shareholder base including members of the medical fraternity. There are three different buildings for Tablets. like Tablets.000 sq. manufacturing and marketing various therapeutic molecules under WHO-GMP guidelines. Company details Profile Today. Capsules and Injectables and also a separate building for Quality Control.of the availability of very skilled technical and scientific manpower and also because of the development done in this field of industry. It has been observed that the gross production of drugs in India has crossed an amount of 26. Also. covering all the major dosage forms. 280 million rupees.The products are designed for all therapeutic segments with a special emphasis on Gynecological and Orthopedic specialties. Injectables. The plant spreads across 30.
2. by strategic alliance both in India and Abroad.Lincoln Pharmaceuticals Limited has pledged to serve the Health care segments. by providing Quality Pharmaceuticals at affordable prices. To make ³Healthcare for All´ a reality through humble contribution of world class yet affordable pharma products. 7 . Vision: To stimulate a globalized effort to find cures of diseases through concentrated Research and Development. Lincoln Pharmaceuticals wishes to translate into reality its mission 1. Mission: Through perfect and persistent strategies. To extend a helping hand to the medical fraternity in their noble cause of treating the masses at an affordable cost.
According to Dr. bread and milk shake powders. soy protein "is often used to replace animal proteins in an individual's diet. Ph. thus decreasing the risk of complications during delivery. Robert Bradley. canned soup. Acid washing in aluminum tanks leaches high levels of aluminum into the final product. According to an article by Sally Fallon and nutritionist Mary G. finally. Protein is an essential building block for the developing fetus. a woman should be consuming roughly 70 grams of protein each day." While the benefits of soy are well established. It is high in amino acids. The overall process of making soy protein powder. The resultant curds are spray-dried at high temperatures to produce a high-protein powder. certain recent studies have indicated possible concerns with regard to fetal development. ice cream. It is a byproduct of cheese and is used in infant formula. Specifically. neutralized in an alkaline solution." Other Sources of Protein 8 . soy consumption may be linked to adverse reproductive affects in female fetuses and possible developmental differences in children.D.Protein During Pregnancy During the second and third trimesters of pregnancy. PhD. according to Target Woman. There are no known safety issues associated with the consumption of whey protein powder. otherwise known as soy protein isolate (SPI). author and founder of the "Bradley Method of Childbirth. SPI is produced in factories "where a slurry of soy beans is first mixed with an alkaline solution to remove fiber." healthy levels of protein aid in keeping a pregnant woman at low risk for complications during her pregnancy. which are the building blocks of body tissues. Soy Protein According to an article published in the Journal of Perinatal Education by Kristen Montgomery. RN and assistant professor in the College of Nursing at the University of South Carolina.. members of the National Board of Nutritional Scientists. Whey Protein Whey Protein made from cow's milk. then precipitated and separated using an acid wash and. Enig. The soybean is a legume that contains no cholesterol and is low in saturated fat. is also questionable.
legumes and dairy are all high in protein and can be obtained in organic forms to ensure that no harmful chemicals are consumed. can be consumed regularly. the following foods offer excellent sources of protein during pregnancy. Eggs.If desiring to avoid protein shakes due to their potential risks. and can be purchased in bulk at most health food stores 9 . including certain fish. Meats. a South American grain is an excellent source of both iron and protein. Quinoa.
Sr. Company Brand Name Powder Strength Pack MRP (Rs.) availa bility Chemist Survey for Soya Protein Brands 10 . No.
Dakshin Lab Emcure British Biotech Specialty foods Wockhardt German remedies Cadila Protinex GRD Protinules GRD Bix Isomil B-Protein Mama Protein Prosoyal Nusowin Soya Power Threptin Pediasure Lactodex Nusobisoya Pro-PL Revitalite Dexolac Premium Ensure Gold Alprovite Zerolac D-protein Ensure Soyagroth Hillo Cadpro Protosol Protimax Heamogran Pro-ferium Pulmocare Resource high protein Chocomix Poimed Mother¶s mileage - - 200gm 200gm 200gm 250gm 400gm 200gm 200gm 400gm 200gm 400gm 100gm 400gm 400gm 400gm 200gm 200gm 500gm 400gm 200gm 200gm 400gm 400gm 200gm 200gm 200gm 200gm 200gm 200gm 200gm 200gm 200gm 200gm 200gm 200gm 165 169 139 169 290 169 172 165 280 280 193 396 210 214 165 490 269 415 155 106 239 398 280 101 165 149 145 120 255 159 215 135 145 152 43 43 40 40 40 36 28 20 20 20 18 18 16 14 13 12 12 11 8 8 8 7 4 4 4 3 3 2 2 2 1 1 1 1 11 .1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 Wockhardt Zydus Allembic Zydus Nutriva Abbott Healthcare British Biotech Wockhardt FDC Win Medicare Win Medicare Raptakos Brett Abbott Healthcare Raptakos Brett Wockhardt British Biotech Ranbaxy Wockhardt Abbott Healthcare Alkem Raptakos Brett British biotech Abbott Healthcare Modi Mundi Welkinwalker Zydus Cadila Lincoln Lupin ltd.
Only 3% gynecologists do not prescribe the protein powder as a supplement therapy during pregnancy and lactation.Data Analysis Questionnaire (1) Do you prefer Protein powder as a supplement therapy during pregnancy and lactation? Yes: 34 No: 1 response 3% yes no 97% Findings and analysis: When we have asked about preference for protein powder as a supplement therapy during pregnancy and lactation. 12 . we have got 97% positive response.
13 . 1 2 3 Soya Protein Milk Protein Whey Protein 4 Combination 6 13 17 4 Protein Response response 60% 50% 50% 40% 30% response 20% 10% 10% 0% soya protein milk protein whey protein combination 17% 37% Findings and analysis: When we have asked about the preference of protein powder then we have got that 50% gynecologists prefer milk protein and 37% gynecologists prefer soya protein.(2) If yes then. It means most of the gynecologists prefer milk protein as a supplement when less number of gynecologists prefer whey protein as a supplement. which Protein do you prefer? Sr. When 17% gynecologists prefer combination and 10% gynecologists prefer whey protein. No.
When 25% gynecologists prescribe other brands. No. approximately 29% gynecologists prefer mama protein and 22% gynecologists prescribe Protenules and B-protein. It means most of the gynecologists prescribe GRD brand for protein powder. 14 . 40% gynecologists prescribe GRD protein powder. 1 2 3 4 5 Mama Proteinex GRD Protenules B-Protein Other 10 14 8 8 9 Brands Name Response response other 25% B-protein 22% proteinules 22% response GRD 40% mama protein 0% 5% 10% 15% 20% 25% 29% 30% 35% 40% 45% Findings and analysis: According to our survey.(3) Which are the brands you generally prefer in this supplement? Sr.
No. content and patient acceptance of the brand has also importance for chosen as a protein powder. then we have got that quality of the brand is most important parameter for choosing the particular brand. Price. 15 .(4) What could be the reason for choosing particular brands? Sr. 1 2 3 4 5 Quality Price Packaging Content (Ingredients) Patient Acceptance 15 10 3 9 6 Reasons Response response 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% quality price packaging content patient acceptance response Findings and analysis: When we have asked about the reason for choosing particular brand. When packaging is less important for chosen protein powder.
80% gynecologists prefer third trimester for prescribing protein supplement when 35% gynecologists prefer first trimester for preferring protein supplement. 16 . you prefer protein supplementation? Sr.(5) During which trimester. most of the gynecologists prefer second and third trimester for prescribing protein supplement. It means. 1 2 3 First Second Third 12 30 28 Trimester Response response 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% first second third 35% 86% 80% response Findings and analysis: When we have asked about preference of trimester for protein supplement. We have found that 86% gynecologists prefers second trimester for preferring protein supplement. No.
(6) What will be the duration of therapy for protein supplement? Findings: When we have asked about duration of therapy for protein supplement then we have got many different responses like. Some of the gynecologists prefers as long patient can afford. When some of the gynecologists prefer up to delivery of baby. 17 . they will prefer protein supplement. o 4 months o 6 months o 8 months o Up to delivery of baby o As long patient can afford Analysis: Most of the gynecologists prefer 6 months duration of therapy for protein supplement when some gynecologists prefer 4 and 8 months duration also for protein supplement.
According to our survey we can say that most of the gynecologists prefer Protein +DHA combination. 18 .(7) Do you prefer Protein + DHA combination? Yes: 25 No: 10 response 30% yes no 70% Findings and analysis: When we have asked about preference of Protein + DHA combination. we have found 70% gynecologists have given positive response when 30% gynecologists have given negative response.
We have got reasons like. mental growth and blood. (9) If no. y y y y y Fetal & blood For well physical Improve growth development Need of DHA during pregnancy & lactation For mental growth Analysis: According to our survey. some of the gynecologists believe that Protein + DHA combination is important for well physical. then what could be the reason for choosing this combination? Findings: When we have asked about reasons for choosing combination of Protein + DHA.(8) If yes. o o o Analysis: According to our survey. Some gynecologists believe that DHA is needed during pregnancy and lactation. some of the gynecologists believe that this combination is costly. Some gynecologists believe that it is required in abnormal cases only and it has side effects also. Costly Required in abnormal cases only Side effects 19 . then what could be the reason for this? Findings: When we have asked about reasons for not choosing this combination protein +DHA. Then we have got different reasons like.
1 2 Option Response Yes No 16 19 response 45% 55% yes no Findings and analysis: When we have asked about the awareness of ³PROTOSOL´ brand. When 55% gynecologists are not aware about this brand. we have got 45% positive response.(10) Do you know about ³PROTOSOL´ brand? Sr. No. 20 .
quality has got 35% importance. pricing and packaging have got less importance 20% and 10% respectively. No. It means we can say that content and quality is very important parameter.(11) If you prescribe PROTOSOL then on which parameter will you rate it? Sr. 21 . Content advantage has got 58% importance. 1 2 3 4 Parameter Response Quality Pricing Packaging Content advantage (Milk+ Soya protein) 6 3 1 9 response 70% 60% 50% 40% 30% 20% 20% 10% 10% 0% quality pricing packaging content (milk+soya) 35% response 58% Findings and analysis: When we have asked that in which parameter you prefer PROTOSOL as a protein supplement.
y Most of the gynecologists prefers second and third trimester for protein supplement when some of the gynecologists prefers first trimester also. Protenules of Allembic and B-protein of British biotech are brand Leader. we have found that most of the Gynecologists prescribes Protein powder as a supplement therapy during pregnancy and lactation. Analysis of Gynec Survey y y From our Gynec survey. y When we have asked for awareness about PROTOSOL brand then we have got around 45% positive response. Quality. y When we have asked for duration of therapy for protein supplement. need of DHA during pregnancy and lactation and it is good for well physical and mantel development. 22 .Analysis of Chemist survey From our chemist survey. They believe that it is costly and it is required in abnormal cases only. y Most of the gynecologists would like to prefer Protein +DHA combination. we have got different replies like most of the gynecologists prefers 4 months and 6 months duration when some gynec prefers up to delivery of baby and as long patient can afford. Milk protein and Soya protein are most prescribed powder when Whey protein is less prescribed powder. They would like to prescribe PROTOSOL because of their quality. we have found that Proteinex of Wackhardt. Some of the gynecologists has given negative reply also. y GRD and Proteinex are most prescribed brand by gynecologists. GRD of Zydus. Their prices and quantity are relatively same. it improves growth development. pricing and content advantage. price and content advantage of the product are the main reason for choosing particular brands. Some of the gynecologists prescribe combinations also. There are some reasons also we have found for choosing this combination like.
P.Cost of marketing plan States wise MR States Gujarat M.P. Delhi Assam Orissa Rajasthan MR 35 30 45 20 30 40 25 Total MR 225 Cost per items Items Teaser Visual Ad Leave Behind Calendar Mailer Product Card Sample Gift Reminder Total cost Time 1 time 2 time in a year 1 time per month Every Year 1 time per 2 month 1 time Every Month Every Quarter 1 time per 2 month Total MR 225 225 225 225 225 225 225 225 225 Calculation 2700 20250 8100 30375 12150 2700 324000 270000 20250 690525 23 . U.
City wise MR Total MR 30 92070 Gujarat Ahmedabad Rajkot Surat Jamnagar Kachchh and Bhuj Vadodara Total MR Total Cost MR 8 6 7 3 5 6 35 107415 Total MR 25 76725 Total Cost Rajasthan Jaipur Kota Ajmer Udaipur Jodhpur Jaisalmer MR 5 5 4 4 4 3 U.P.P. Lucknow Kanpur Gorakhpur Merrut Agra Ghaziabad Noida Aligarh Allahabad Total MR Total Cost MR 8 6 4 5 4 6 4 5 3 45 138105 Total Cost M. Indore Bhopal Gwalior Raipur Jabalpur Ujjain Total MR Total Cost MR 7 6 5 3 6 3 30 92070 Assam Guwahati Tezpur Sibsagar Dibrugarh Silchar Jorhat Balipara MR 6 4 4 5 4 4 3 24 .
Delhi Firozabad Mehrauli Shergarh Shahjehabanad Tughlakbad Total MR Total Cost MR 6 4 5 3 2 20 61380 Orissa Bhubaneswar Cuttack Berahmpur Rourkela Kalahandi Puri Sundargarh Mayurbhanj Total MR Total Cost MR 8 6 4 4 5 3 6 4 40 122760 25 .
Delhi 30 45 20 9000 13500 6000 a 30 40 9000 12000 Ori a Raja tha n 25 7500 otal 225 67500 3150 12600 47250 18900 6300 50400 420000 31500 600600 2700 4050 1800 10800 16200 7200 40500 60750 27000 16200 24300 10800 5400 8100 3600 43200 64800 28800 360000 540000 240000 27000 40500 18000 514800 772200 343200 £ ¢¢¡ ¢ ¤¤ ¥ 2700 3600 10800 14400 40500 54000 16200 21600 5400 7200 43200 57600 360000 480000 27000 36000 514800 686400 2250 9000 33750 13500 4500 36000 300000 22500 429000 20250 81000 303750 121500 40500 324000 2700000 202500 3861000 26 .Cost of marketing plan States MR Teaser Visual d Leave Behind Calenda r Mailer Product Card Sample Gift Reminde r Total Cost Gujarat 35 10500 M.P.P. U.
R.on the basis of competitor Margin of stockiest: Rs.(Rs.per year Our price is Rs.000/.50.300/225 = 965 tin per M.Sales forecasting Our estimation of sales is Rs.00.00. 7. 2.50.000/. 128 ± 10%) Our billing price will be Rs. 160/.000/ 115 = 2.50. 2. Per M.300 tin per year So.17. Rs.R. 128/. 160/Then. 115/- 27 .(Rs. 2.17. 115/.of 3 years Our estimation of sales is Rs. has to sell 965/12 = 80 tin per MR per month Pricing Our price will be Rs. 160 ± 20%) Margin of retailer: Rs.00.
7.90.00.525 \ 28 .50. of gynecologists. Conclusion: y y y y y y y Proteinex and GRD is leading brand in the market in protein supplement which is prescribed by most no. we can not cover more market area. Gynecologists are considering the quality and price of the brand for choosing particular brands. price and patient responses for choosing the particular brands. Protosol brand (Lincoln Pharma Ltd. price and content advantage.6. Our survey was done in Ahmedabad city only. Because of lack of time we could not meet more gynecologists. Our marketing plan has estimated total sales of 3 years is Rs. Most of the gynecologists considers quality.Limitations: y y y Because of lack of time.000 Our total marketing cost will be Rs.) is also well known brand in the market because of their quality. Most of the gynecologists prefer DHA combination.
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