Strategies for New Product Launch:

VONWEL-AZ

A Summer Training Project Report

Submitted in Partial Fulfilment of the Requirements
for the Award of degree of
MBA (Financial Management)
2020-2022

SUBMITTED TO: SUBMITTED BY:

G.C.R. JAISWAL SHAILESH KUMAR

HEAD & DEAN ROLL- 55
Faculty of Commerce ENROLLMENT NO.- 429576
BHU, Varanasi MBA FM 3rd SEMESTER
SESSION- 2020-2022

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 FACULTY OF COMMERCE

DECLARATION

I, SHAILESH KUMAR, hereby declare that this project work "Strategies for

New Product Launch: VONWEL-AZ" is a record of original project work

under the guidance of my mentor at Vonmark Pharmaceutical Pvt. Ltd. Mr.

Rajeev Ranjan Kamal. The work has not been submitted elsewhere for any

degree or diploma. I take full responsibility for my work being original in all

respect.

Date: SHAILESH KUMAR

Place: MBA-FM

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 ACKNOWLEDGEMENT

The satiation and euphoria that accompany the successful completion of

the project would be incomplete without the mention of the people who made it

possible.

I would like to take the opportunity to thank and express my deep sense of

gratitude to my corporate mentor Mr. Rajeev Ranjan Kamal, and my faculty

mentor Mrs. Meenakshi ma’am. I am greatly indebted to both of them for

providing their valuable guidance at all stages of the study, their advice,

constructive suggestions, positive and supportive attitude and continuous

encouragement, without which it would have not been possible to complete the

project.

I owe my wholehearted thanks and appreciation to the entire staff of the

company for their cooperation and assistance during the course of this project.

I hope that I can build upon the experience and knowledge that I have
gained and make a valuable contribution towards this industry in coming
future.

SHAILESH KUMAR
MBA-FM
FACULTY OF COMMERCE,
BHU VARANASI

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 Preface

The objective of the project was 'To understand the Strategies for New

Product Launch & to develop the medical positioning for Vonwel-AZ" for

VonMark Pharmaceuticals Pvt. Ltd. For that we have to understand the customer

needs (doctors), pricing constraints, response, emotions and beliefs regarding the

product, so that they can contribute their valuable inputs for introducing the

"Vonwel-AZ" in India for the company. The objective of this study was to

analyze the clinical practice of the available Antibiotics in Varanasi and Patna

city with respect to the survey in the best hospitals of the city.

The project was started on 3rd of July after knowing all the relevant

information regarding the project, under the guidance of Mr. Rajeev Ranjan

Kamal. The first part of my project involves the study to gain the practical

knowledge of applying New Product Launch strategies.

Since, the next part of my project was to develop the idea respected to

medical positioning for Vonwel-AZ and clinical preferences of current

antibiotics available in the given market. Hence, the detailed study provided me

a rough idea in developing strategy for the launch and my corporate mentor

guided me in finalizing the strategy. The marketing research was undertaken for

Patna and Varanasi region during one month. The sample Size of the marketing

research was taken to be 40. The final part of the project consists of 15 days of

scanning the strategy. Most important part is analyzing the information.

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 List of Abbreviations

NPD New product development

R&D Research and development

NPL New product launch

ROI Return on investment

B2B Business to Business

B2C Business to Consumer

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 TABLE OF CONTENT

SERIAL CONTENT PAGE NO.

NO.
Certificate ii

Declaration iii

Acknowledgement iv
Preface v
List of abbreviation vi

1 Introduction 01-10

2 Objective of the Study 09

3 Research Approach and Methods 10-19

4 Defining the Market Strategy 21-25

5 Post Launch Review 26-28

6 Scope and Limitation and Relevance of the study 29-30

7 Findings and Discussion 31-42

8 Conclusion 43

9 Bibliography 44-45

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