Project Report on

Market Survey Conducted on New Launched Products of Zydus Cadila

Zydus Cadila Ltd.
(Strategic Marketing Cell)

By Jay .A. Nirmal
MBA I

Project Manager Mrs. Babita Goyal
Strategic Marketing Cell

Amrut Mody School of Management

Page | 1 Strategic Marketing Cell, Zydus Cadila Ltd.

July 2011

ACKNOWLEDGEMENTS

The objective of summer training is to give a budding management student a good exposure to both knowledge and corporate life. Internship at Zydus Cadila has been a great learning experience. First of all, we would like to be grateful to The Almighty for his eternal blessings. We wish to express profound gratitude to Mr. Ashish Kaushal, Strategic Marketing Cell, for giving valuable inputs regarding the scenario of Pharmaceutical market and explaining my objective for the project. We are indebted to Mrs. Babita Goyal, Strategic Marketing Cell, for their continous support and guidance throughout the project. We would like to thank Ms. Monali Chatterjee, Faculty Mentor for her guidance and valuable suggestions. We would also like to thank colleagues and friends who have helped during the project work.

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TABLE OF CONTENTS
1) Executive Summary…………………………………………………………..5 2) Objective, Scope & Limitation……………………………………………….6 3) Industry & Company Orientation…………………………………………….7 a. Industry overview…………………………………………………….7 i. Introduction………………………………………………….,7 ii.Growth Scenario………………………………………………7 iii.Future Prospects………………………………………………7 iv.Characteristics of Indian Pharmaceutical Industry……………8 b. Prominent players in the Industry…………………………………….9 c. Brief Summary of the company………………………………………10 i. Active Pharmaceutical Ingredients plant……………………..10 ii.Formulation plant……………………………………………..11 iii.Global Operations…………………………………………….11 iv.Products………………………………………………………12 v.Basic Research………………………………………………..13 d. Therapeutic uses of the molecule……………………………………..13 e. Porter’s five-force model……………………………………………..15 4)

Activities done in SIP……………………………………………………

16

a. Research Objective…………………………………………………...16 b. Research Methodology……………………………………………….16
c. Data Collection………………………………………………………..17 d. Survey findings and Analysis…………………………………………17 i. Overall selling…………………………………………………17 ii.Analysis of Individual molecule & its respective brand………19

1. Lacosamide……………………………………………19
2. Sodium Valproate……………………………………..23

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3. Telmisartan……………………………………………28 4. Metoprolol…………………………………………….36 5. Rosuvastatin…………………………………………..43 iii.Overall availability…………………………………………….49 iv.Overall familiarity……………………………………………..51 v.Factors affecting availability of drugs in medical store……….53 vi.Factors affecting availability of drugs for Zydus Cadila……...53 vii.Feedback from medical store owners………………………....54 5) Suggestions…………………………………………………………………....55 6) Conclusion…………………………………………………………………….56 7) Bibliography…………………………………………………………………...57 8) Appendix……………………………………………………………………....58

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EXECUTIVE SUMMARY

This report focuses on finding out the availability of some of the new launched products of Zydus Cadila. Molecules dealt with in this report are Lacosamide, Sodium Valproate, Telmisartan, Metoprolol and Rosuvastatin and their respective Zydus Cadila brands are Lacasa, Epima Chrono, Inditel & Inditel AM, Sustamet & Sustamet AM and Zyrova & Zyrova F. For this, thorough study of literature work was done to ensure correct research methodology that comprised of selection of research design, sufficient sample size, data collection tool, type of sampling and sampling frame and an ideal questionnaire was prepared. Survey was conducted in Rajkot with intended sample size of 75 medical stores and their data recorded and analysed. Similarly, survey in Ahmedabad with intended sample size of 100 medical stores was done with their analysis. Information about selling, availability, familiarity and highest selling brands for each medical store was collected. Hospital wise data was also analysed for Ahmedabad survey. Hope this project report provides valuable insights regarding these brands and company find this data useful for making their strategies.

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Brands to be checked for its availability are: 1) Lacasa (Lacosamide molecule) 2) Epima Chrono (Sodium Valproate molecule) 3) Inditel & Inditel AM (Telmisartan molecule) 4) Sustamet & Sustamet AM (Metoprolol molecule) 5) Zyrova & Zyrova F (Rosuvastatin molecule) SCOPE The study would provide a deeper insight about the availability of these molecules and thus we could make strategies for each of these molecules which will help in increasing availability and thus enhanced selling for the same.OBJECTIVE The objective of the study is to find out the availability of the new launched products of Zydus Cadila. Hence the Page | 6 Strategic Marketing Cell. Zydus Cadila Ltd. . LIMITATIONS Data obtained from the market survey as such has no limitations except for the medical store owners giving information that may have slight deviation from the actual data.

Playing a key role in promoting and sustaining development in the vital field of medicines. The domestic market was worth US$ 12. This was reported by the Department of Pharmaceuticals. Its rank is 14th in terms of value. Indian Pharma Industry boasts of quality producers and many units approved by regulatory authorities in USA and UK. International companies associated with this sector have stimulated.04 billion. It ranks very high in the third world. the total turnover of India's pharmaceuticals industry was US$ 21. Between September 2008 and September 2009. INDUSTRY AND COMPANY ORIENTATION Industry Overview Introduction The Indian Pharmaceutical Industry today is in the front rank of India’s science-based industries with wide ranging capabilities in the complex field of drug manufacture and technology. Ministry of Page | 7 Strategic Marketing Cell. Zydus Cadila Ltd.data obtained for selling and availability may not be pin-pointed. in terms of technology. .26 billion. assisted and spearheaded this dynamic development in the past 53 years and helped to put India on the pharmaceutical map of the world. almost every type of medicine is now made indigenously. However sufficient measures were taken to overcome these variations and reduce the errors generated as much as possible. From simple headache pills to sophisticated antibiotics and complex cardiac compounds. Growth Scenario India's pharmaceutical industry is now the third largest in the world in terms of volume. quality and range of medicines manufactured.

It is an extremely fragmented market with severe price competition and government price control. the pharma market has the further potential to reach US$ 70 billion by 2020 Due to increase in the population of high income group.Chemicals and Fertilizers. This was stated in a report title "India Pharma 2020: Propelling access and acceptance.000 registered units. realising true potential" by McKinsey & Company. A highly organized sector. Characteristics of Indian Pharmaceutical Industry The Indian Pharmaceutical sector is highly fragmented with more than 20.22 billion by 2012. the Indian pharmaceutical market reached US$ 10.5 billion. . there is every likelihood that they will open a potential US$ 8 billion market for multinational companies selling costly drugs by 2015. It has expanded drastically in the last two decades. Future Prospects The Indian pharmaceuticals market is expected to reach US$ 55 billion in 2020 from US$ 12. The leading 250 pharmaceutical companies control 70% of the market with market leader holding nearly 7% of the market share. In the same report. Thus India would really become a lucrative destination for clinical trials for global giants.6 billion in 2009.04 billion in size in July 2010. The sale of all types of pharmaceuticals and medicines in the country stands at US$ 9. Zydus Cadila Ltd. the Indian Pharma Industry is estimated to be worth $ 4.59 billion by 2020. There was another report by RNCOS titled "Booming Pharma sector in India" in which it was projected that the pharmaceutical formulations industry is expected to prosper in the same manner as the pharmaceutical industry. The domestic pharma market is estimated to touch US$ 20 billion by 2015. owing to increasing middle class population and rapid urbanisation. it was also mentioned that in an aggressive growth scenario. The healthcare market in India to reach US$ 31. growing at about 8 to 9 percent annually. which is expected to reach around US$ 19.61 billion. The domestic formulations market will grow at an annual rate of around 17% in 2010-11. Page | 8 Strategic Marketing Cell. As per a report by IMS Health India. This was estimated in a report by Ernst & Young.

drug intermediates. .e. low R&D costs. There are about 250 large units and about 8000 Small Scale Units. which form the core of the pharmaceutical industry in India (including 5 Central Public Sector Units). Aurobindo Pharma 7. pharmaceutical formulations. Zydus Cadila Ltd. with its rich scientific talents and research capabilities. GlaxoSmithKline Pharma (GSK) Page | 9 Strategic Marketing Cell. medicines ready for consumption by patients and about 350 bulk drugs.e.. Technologically strong and totally selfreliant. chemicals having therapeutic value and used for production of pharmaceutical formulations. supported by Intellectual Property Protection regime is well set to take on the international market. Sun Pharma Industries 5. industrial licensing for most of the drugs and pharmaceutical products has been done away with. capsules. Cipla 4. Prominent players in the industry Top 10 Pharmaceutical Companies in India: 1. The Pharmaceutical Industry. Manufacturers are free to produce any drug duly approved by the Drug Control Authority. chemicals.The pharmaceutical industry in India meets around 70% of the country's demand for bulk drugs. Following the de-licensing of the pharmaceutical industry. Dr Reddy's Laboratories 3. i. Lupin Labs 6. i. tablets. strength of national laboratories and an increasing balance of trade. orals and injectibles. These units produce the complete range of pharmaceutical formulations. the pharmaceutical industry in India has low costs of production.. innovative scientific manpower. Ranbaxy 2.

Ramanbhai B. Zydus Cadila Ltd.8. . Patel in 1952 and went on to become the second largest pharma company in the early 1990’s. Aventis Pharma 10. The company was founded by Late Mr. Page | 10 Strategic Marketing Cell. Reddy’s laboratories Lupin pharma Ajanta pharma Glaxosmithkline Intas pharma Astra Zeneca Cipla Sun Pharma Sun pharma Lupin pharma Sun pharma Glaxosmithkline Astra Zeneca Ranbaxy Telmisartan Metoprolol Rosuvastatin Brief summary of the company • Zydus Cadila is a global healthcare provider and one of the top five pharma companies in India. their competitor companies are as follows: Lacosamide Sodium Valproate Torrent Pharma Sun Pharma Lupin pharma Abbott pharma Intas pharma Unichem pharma USV pharmaceuticals Torrent pharma Ipca laboratories Micro laboratories USV pharmaceuticals Ipca laboratories USV pharmaceuticals Dr. Ipca Laboratories For the molecules that are to be surveyed. Cadila Healthcare 9.

Chairman and Managing Director has crossed the billion dollar mark in its turnover in FY11. Patel. 2007.• The company spearheaded by Mr. Active Pharmaceutical Ingredients plants: The company makes active pharmaceutical ingredients at three sites in India: 1) Ankleshwar plants 2) Vadodara plant 3) Patalganga plant Formulation Plants: The company operates from multiple locations: Page | 11 Strategic Marketing Cell. Pankaj R. Zydus Cadila Ltd. • In 2001 the company acquired another Indian pharmaceutical company called German Remedies. . • The group was declared the 'Emerging Company of the Year' by the Economic Times Awards for Corporate Excellence 2010. On June 25. the company signed an agreement to acquire 100 per cent stake in Brazils Quimica e Farmaceutica Nikkho do Brasil Ltda (Nikkho) for around 26 million dollars.

. Page | 12 Strategic Marketing Cell. Latin America. Matoda) Navi Mumbai plant Mumbai Business Office Goa plants Baddi plant Sikkim plant Global operations: Zydus Cadila has strong global operations to market both formulations and APIs.A. The group also manufactures and markets a wide range of intermediates and APIs.Zydus Tower Moraiya plant Ankleshwar plant Zydus . Matoda) Zydus Technologies Ltd. Zydus Cadila Ltd. Europe.(SEZ. Japan and over 40 emerging markets across the world.BSV(SEZ. Ltd.S. With operations in U. Matoda) Nutralite Manufacturing Fascility (Changodar) Dabhasa plant Vatwa plant Zyfine plant (Changodar) Zydus Research Centre (Changodar) Zydus Hospira Oncology Pvt. Zydus Cadila is a global healthcare provider.. (SEZ.

skin care products and other OTC products.It is also the maker of Sugar Free. cardiovascular diseases Inflammation. obesity. Intermediates and APIs • Specialty chemicals. EverYuth Naturals Golden Glow Peel-Off-the no. pain Oncology Biologics Biosimilar therapeutic proteins Biosimilar monoclonal antibodies Page | 13 Strategic Marketing Cell. herbal products. 1 in the peel-off category and a face wash range . Zydus Cadila Ltd. hard and soft gel capsules) • Injectables (Sterile liquids and lyophilised) • Inhalers. India's most popular cholesterol-freemargarine. suppositories and vaccines • Formulation development for ANDA candidates at a dedicated Pharmaceutical Technology Centre • Development of specialised dosage forms Basic research • • • • • • Diabetes. fine chemicals • Advanced intermediates • High end bulk actives • Investigational bulk actives Formulations • Oral dosage forms (Tablets. transdermals. The company also makes EverYuth Naturals Walnut Scrub & Ultra Mild Scrub -India 's leading scrub brand . India's most popular artificial sweetener and Nutralite.Products: From nine pharmaceutical production operations in India as well as a major R&D operation Zydus Cadila develops and manufactures a large range of pharmaceuticals as well as diagnostics. .

abnormally excited mood) in people with bipolar disorder (manic-depressive disorder. 2) Sodium Valproate: Valproic acid is used alone or with other medications to treat certain types of seizures. but not to relieve headaches that have already begun. Page | 14 Strategic Marketing Cell. Valproic acid is in a class of medications called anticonvulsants. 3) Telmisartan: Telmisartan is used alone or in combination with other medications to treat high blood pressure. It is also used to prevent migraine headaches. Lacosamide is in a class of medications called anticonvulsants. episodes of mania. and other abnormal moods). Zydus Cadila Ltd. Valproic acid is also used to treat mania (episodes of frenzied.• • • Biosimilar and novel biologics Vaccines Infectious diseases Therapeutic Use of the molecules 1) Lacosamide: Lacosamide is used in combination with other medications to control certain types of seizures. It works by increasing the amount of a certain natural substance in the brain. It works by decreasing abnormal electrical activity in the brain. Telmisartan is in a class of medications called angiotensin II receptor antagonists. a disease that causes episodes of depression. so blood flows more smoothly. It works by blocking the action of certain chemicals that tighten the blood vessels. .

exercise) to reduce the amount of cholesterol (a fat-like substance) and other fatty substances in your blood. Zydus Cadila Ltd. . It works by slowing the production of cholesterol in the body.4) Metoprolol: Metoprolol is used alone or in combination with other medications to treat high blood pressure. PORTER’S FIVE FORCE MODEL Threat of new Entrants (LOW) -High entry barriers -High tech industry -High capital requirement Bargaining power of Suppliers (LOW) Existing players (HIGH) Bargaining power of Customers (AVERAGE) Page | 15 Strategic Marketing Cell. It works by relaxing blood vessels and slowing heart rate to improve blood flow and decrease blood pressure 5) Rosuvastatin: Rosuvastatin is used together with lifestyle changes (diet. Extended-release (long-acting) metoprolol also is used in combination with other medications to treat heart failure. It also is used to prevent angina (chest pain) and to improve survival after a heart attack. weight-loss. Rosuvastatin is in a class of medications called HMG-CoA reductase inhibitors (statins). Metoprolol is in a class of medications called beta blockers.

Threat of Substitutes (HIGH) Cut throat -Many small scale suppliers available -Contract manufacturing with smaller companies competiti on -High for nonprescription drugs -Low for prescribed drugs -Pharma market is huge with thousands of companies producing similar products RESEARCH WORK RESEARCH OBJECTIVE To find out the availability of new launched products of Zydus Cadila. RESEARCH METHODOLOGY Page | 16 Strategic Marketing Cell. Zydus Cadila Ltd. .

2) Sample design: Stratified Random Sampling (Probability Sampling) Here the medical stores are first stratified according to the area and then they are randomly selected from it. Secondary data is collected through interaction with private individual and reviewing published data. SURVEY FINDINGS & ANALYSIS Page | 17 Strategic Marketing Cell. 3) Sampling Frame: Medical Stores in Ahmedabad and Rajkot 4) Sample Size: 175 (100 from Ahmedabad & 75 from Rajkot) DATA COLLECTION • • Primary data is to be collected through Schedule. . There is no control over the variables which in our case is the schemes offered by competitor brands or their pricing.1) Type of Research Design: Descriptive research This is because we will be reporting what has happened or what is happening with their underlying causes. Zydus Cadila Ltd.

Inditel and its combination brand have the highest selling among these brands. data of selling obtained for each of them are as under: For Ahmedabad: As seen from the table. Zyrova and its combination brand and finally Lacasa with no records found of its selling data. Inditel and its combination brand have the highest selling among these brands. Epima Chrono and Lacasa with no selling at all. Zydus Cadila Ltd. Brands Lacasa Epima Chrono Inditel Inditel AM Sustamet Sustamet AM Zyrova Zyrova F Selling (in tablets) 0 55 2900 2340 1335 845 490 25 For Rajkot: As seen from the table. followed by Sustamet and its combination. Zyrova and its combination brand and finally. . followed by Epima Chrono.From the survey conducted in Ahmedabad and Rajkot. Overall Selling For each of the brands under survey. following data was obtained. Sustamet and its combination. Page | 18 Strategic Marketing Cell.

Brands Lacasa Epima Chrono Inditel Inditel AM Sustamet Sustamet AM Zyrova Zyrova F Selling (in tablets) Not found 1050 3075 1790 810 30 380 120 Analysis of Individual molecule & its respective brand For Lacosamide: (AHMEDABAD) 1) Selling data: Total selling data of Lacosamide molecule and its respective brand under consideration. is shown in the table as follows: Total selling of Lacosamide Total selling of Lacasa % selling 2795 0 0% Page | 19 Strategic Marketing Cell. . Lacasa. Zydus Cadila Ltd.

% selling & % availability data is as follows: Page | 20 Strategic Marketing Cell. Hospital. zero. Lacosam was found to be the highest selling brand in most medical stores which was followed by Lacoset. Zydus Cadila Ltd. Lacasa was not found to be the highest selling brand in any one of the medical store. . selling data was obtained.2) Highest selling brands: Among the 13 medical stores that were keeping Lacosamide molecule in their respective stores.G. As no medical stores kept Lacasa brand. Hospital and Civil Hospital. L. Highest selling brands (out of 13 medical stores) Brands Lacosam Lacoset Preferred* 12 2 *total of the preferred column will be more than the total medical stores under consideration because of the fact that most medical stores have more than one brands that are among the highest selling brands for a particular molecule 3) Hospital wise analysis: Hospital wise analysis for Lacosamide molecule shows Lacosam as the highest selling brand near V.S.

Zydus Cadila Ltd. is shown in the table as follows: Total selling of Lacosamide Total selling of Lacasa % selling Not found** Not found Not found **This is because medical store owners were not willing to give their selling data. Page | 21 Strategic Marketing Cell.G.S Hospital L. Lacasa.% Selling V. . Hospital Rajasthan Hospital Civil Hospital Shardaben Hospital Kakadia Hospital 0 0 0 0 0 0 % Availability 0 0 0 Highest selling Brand Lacosam Lacosam N/A 0 0 Lacoam N/A 0 N/A For Lacosamide : (RAJKOT) 1) Selling data: Total selling data of Lacosamide molecule and its respective brand under consideration.

. Zydus Cadila Ltd. Epima Chrono. Lacoset was found to be the highest selling brand in most medical stores which was followed by Lacosam and Chondro.2) Highest selling brands: Among the 4 medical stores that were keeping Lacosamide molecule in their respective stores. Lacasa was not found to be the highest selling brand in any one of the medical store. is shown in the table as follows: Total selling of Sodium Valproate Total selling of Epima Chrono 43240 55 Page | 22 Strategic Marketing Cell. Highest selling brands (out of 4 medical stores) Brands Lacoset Lacosam Chondro Preferred 2 1 1 For Sodium Valproate: (AHMEDABAD) 1) Selling data: Total selling data of Sodium Valproate molecule and its respective brand under consideration.

127195% 2) Highest selling brands: Among the 4 medical stores that were keeping Sodium Valproate molecule in their respective stores. . Enchorate. Valparin was found to be the highest selling brand in most medical stores which was followed by Valprol.% selling 0. Zydus Cadila Ltd. Valprosin. Highest selling brands (out of 94 medical stores) Brands Valparin Valprol Enchorate Epilex Torvate Valprosin Diva Diprox Preferred* 78 29 18 6 2 1 1 1 *total of the preferred column will be more than the total medical stores under consideration because of the fact that most medical stores have more than one brands that are among the highest selling brands for a particular molecule Page | 23 Strategic Marketing Cell. Torvate. Epilex. Epima Chrono was not found to be the highest selling brand in any one of the medical store. Diva & Diprox.

Zydus Cadila Ltd. Hospital Rajasthan Hospital Civil Hospital Shardaben Hospital Kakadia Hospital 0 0 0 0 0 0 Availabili ty 0 20 20 Highest selling Brand Valparin Valparin Valparin 0 0 Valparin Valparin 0 Valparin For Sodium Valproate: (RAJKOT) 1) Selling data: Total selling data of Sodium Valproate molecule and its respective brand under consideration. . % selling & % availability data is as follows: Sellin g V. is shown in the table as follows: Total selling of Sodium Valproate Total selling of Epima Chrono 15750 1050 Page | 24 Strategic Marketing Cell.G.S Hospital L. Epima Chrono.3) Hospital wise analysis: Hospital wise analysis for Sodium Valproate molecule shows Valparin as the highest selling brand near all hospitals surveyed.

666667% 2) Highest selling brands: Among the 4 medical stores that were keeping Sodium Valproate molecule in their respective stores. . Epima Chrono was not found to be the highest selling brand in any one of the medical store.% selling 6. Epilex. Zydus Cadila Ltd. Valprosin. Enchorate. Diva & Diprox. Torvate. Valparin was found to be the highest selling brand in most medical stores which was followed by Valprol. Highest selling brands (out of 68 medical stores) Brands Valparin Epilex Valprol Enchorate Valprosin Preferred* 78 29 18 6 2 *total of the preferred column will be more than the total medical stores under consideration because of the fact that most medical stores have more than one brands that are among the highest selling brands for a particular molecule Page | 25 Strategic Marketing Cell.

is shown in the table as follows: Total selling of Telmisartan Total selling of Inditel % selling Total selling of Inditel AM % selling Combined selling (Inditel + Inditel AM) % selling 33890 2900 8. Page | 26 Strategic Marketing Cell.557096% 2340 6. Inditel & Inditel AM.For Telmisartan: (AHMEDABAD) 1) Selling data: Total selling data of Telmisartan molecule and its respective brand under consideration.904692 5240 15. Zydus Cadila Ltd. . –H (Hydrothiazide) combination sells in most medical stores followed by –AM (Amlodipine) combination.46179 2) Combination sold: The following table shows the types of combination sold along with the number and percentage of medical stores selling combination.

Highest selling brands (out of 97 medical stores) Brands Telma Telsar Telsartan Telpres Telmikind Telvas Tazloc Telista Ulsar Preferred* 79 36 25 16 10 3 2 2 1 Page | 27 Strategic Marketing Cell. of medical stores selling (out of 97) % of total medical stores -H 69 -AM 57 71. Sartel and Telmiride.Combination No. Tazloc and Telista. Zydus Cadila Ltd.13402 58. Ulsar. Telpres. .76289 3) Highest selling brands: Among the 97 medical stores that were keeping Telmisartan molecule in their respective stores. Telminorm. Inditel was not found to be the highest selling brand in any one of the medical store. Telvas. Telmikind. Telsartan. Telma was found to be the highest selling brand in most medical stores which was followed by Telsar.

92 Telma Page | 28 Strategic Marketing Cell. Telsar Telma V.Telminorm Sartel Telmiride 1 1 1 *total of the preferred column will be more than the total medical stores under consideration because of the fact that most medical stores have more than one brands that are among the highest selling brands for a particular molecule 4) Hospital wise data: Hospital wise analysis for Telmisartan molecule shows Telma as highest selling brand near all hospitals surveyed. In addition.77 9.91 12.S Hospital L. Zydus Cadila Ltd.67 60 80 Highest selling Brand Telma Telma.62 3. . Hospital. % selling & % availability data is as follows: Hospital % Selling % Availability 91.38 37. Hospital Rajasthan Hospital Civil Hospital Shardaben Hospital Kakadia Hospital 41.5 75 Telma Telma 100 22.47 10. Telsar was also found to be highest selling near L.G.G.

. -HCl (Hydrochloride) & -R (Ramipril) combination.02778 2) Combination sold: The following table shows the types of combination sold along with the number and percentage of medical stores selling combination.944444 4865 27. –H (Hydrothiazide) combination sells in most medical stores followed by –AM (Amlodipine).For Telmisartan: (RAJKOT) 1) Selling data: Total selling data of Telmisartan molecule and its respective brand under consideration.08333 1790 9. Page | 29 Strategic Marketing Cell. is shown in the table as follows: Total selling of Telmisartan Total selling of Inditel % selling Total selling of Inditel AM % selling Combined selling (Inditel + Inditel AM) % selling 18000 3075 17. Inditel & Inditel AM. Zydus Cadila Ltd.

Tazloc. Telvas. Sartel and Inditel. Mexart.492537 3) Highest selling brands: Among the 67 medical stores that were keeping Telmisartan molecule in their respective stores.35821 2.9403 28. Telsar was found to be the highest selling brand in most medical stores which was followed by Telsartan. Telma and Telmikind. Telmipure. of medical stores selling (out of 67) % of total medical stores -H 19 -AM 8 -HCl 2 -R 1 11. .985075 1. Telminurm. Inditel was found to be the highest selling brand in only 1 medical store.Combination No. Highest selling brands (out of 67 medical stores) Brands Telsar Telsartan Telma Telmikind Tazloc Telvas Telpres Telista Preferred* 32 19 19 10 4 3 2 2 Page | 30 Strategic Marketing Cell. Zydus Cadila Ltd. Telpres and Telista.

Zydus Cadila Ltd. Sustamet & Sustamet AM. 44665 1335 2. is shown in the table as follows: Total selling of Metoprolol Total selling of Sustamet % selling Strategic Marketing Cell.988917 Page | 31 .Telmipure Telminurm Mexart Sartel Inditel 1 1 1 1 1 *total of the preferred column will be more than the total medical stores under consideration because of the fact that most medical stores have more than one brands that are among the highest selling brands for a particular molecule For Metoprolol: (AHMEDABAD) 1) Selling data: Total selling data of Metoprolol molecule and its respective brand under consideration.

of medical stores selling (out of 92) % of total medical stores -AM 40 43.880779 2) Combination sold: The following table shows the number and percentage of medical stores selling -AM (Amlodipine) combination. Zydus Cadila Ltd. Combination No. .47826 3) Highest selling brands: Among the 92 medical stores that were keeping Metoprolol molecule in their respective stores.Total selling of Sustamet AM % selling Combined selling (Sustamet + Sustamet AM) % selling 845 1.891862 2180 4. Metolar was found to be the highest selling brand in Page | 32 Strategic Marketing Cell.

Seloken. Zydus Cadila Ltd. Sustamet was not found to be the highest selling brand in any of the medical stores. Metpure.most medical stores which was followed by Betaloc. . Metocard and Met XL. Prolomet XL & Starmet. Ampure and Metapro . Highest selling brands (out of 92 medical stores) Brands Metolar Betaloc Metpure Metocard Met XL Seloken Supermet Prolomet XL Starmet Ampure Metapro Preferred* 47 26 25 21 21 8 6 3 1 1 1 *total of the preferred column will be more than the total medical stores under consideration because of the fact that most medical stores have more than one brands that are among the highest selling brands for a particular molecule Page | 33 Strategic Marketing Cell. Supermet.

67 Metpure. Metocard ***Top 5 brands are Metolar.G.Betaloc.91 46 37.4) Hospital wise Analysis: Hospital wise analysis for Metoprolol molecule shows variation among the highest selling brands.S.13 2.67 40 Highest selling Brand V. Metolar Metolar Top 5 brands*** 3.G.Metpure. Zydus Cadila Ltd. Hospital Rajasthan Hospital Civil Hospital Shardaben Hospital Kakadia Hospital 11. Hospital has only Metolar that sells the most. Betaloc. Betaloc and Metocard as their highest selling brand.5 100 Top 5 Brands*** Metolar. Betaloc. Metocard 0 25 Metolar. Hospital has Metpure and Metolar as their highest selling brand and L. . Metocard and Met XL For Metoprolol: (RAJKOT) Page | 34 Strategic Marketing Cell.98 16. Shardaben hospital and Kakadia hospital have Metolar.S Hospital L. % selling & % availability data is as follows: Hospitals % Selling % Availability 50 16. While Rajasthan hospital and Civil hospital have Top 5 brands as their highest selling brand. V.

210721 2) Combination sold: The following table shows the number and percentage of medical stores selling -AM (Amlodipine) combination. Zydus Cadila Ltd.221811 840 6.988909 30 0.1) Selling data: Total selling data of Metoprolol molecule and its respective brand under consideration. of medical stores selling (out of 68) % of total medical stores -AM 3 4. is shown in the table as follows: Total selling of Metoprolol Total selling of Sustamet % selling Total selling of Sustamet AM % selling Combined selling (Sustamet + Sustamet AM) % selling 13525 810 5. Combination No. Sustamet & Sustamet AM. .41765 Page | 35 Strategic Marketing Cell.

Highest selling brands (out of 68 medical stores) Brands Metolar Betaloc Metocard Metpure Seloken Metzor Prolomet Metprin Supermet Lopresor Topol Myoprol Metox Preferred* 36 10 6 6 5 4 3 2 1 1 1 1 1 Page | 36 Strategic Marketing Cell. . Zydus Cadila Ltd. Seloken. Metolar was found to be the highest selling brand in most medical stores which was followed by Betaloc. Metzor. Metpure and Metocard. Prolomet. Myoprol and Metox. Metprin & Supermet. Lopresor. Topol. Sustamet was not found to be the highest selling brand in any of the medical stores.3) Highest selling brands: Among the 68 medical stores that were keeping Metoprolol molecule in their respective stores.

033564 2) Combination sold: The following table shows the number and percentage of medical stores selling -F (Finofibrate) combination. Page | 37 Strategic Marketing Cell.098717 515 2. Zydus Cadila Ltd. Zyrova & Zyrova F. is shown in the table as follows: Total selling of Rosuvastatin Total selling of Zyrova % selling Total selling of Zyrova F % selling Combined selling (Zyrova + Zyrova F) % selling 25325 490 1.*total of the preferred column will be more than the total medical stores under consideration because of the fact that most medical stores have more than one brands that are among the highest selling brands for a particular molecule For Rosuvastatin: (AHMEDABAD) 1) Selling data: Total selling data of Rosuvastatin molecule and its respective brand under consideration.934847 25 0. .

33333 3) Highest selling brands: Among the 90 medical stores that were keeping Rosuvastatin molecule in their respective stores. Zydus Cadila Ltd. of medical stores selling (out of 90) % of total medical stores -F 30 33. Rosuvas was found to be the highest selling brand in most medical stores which was followed by Rosucor. Zyrova was not found to be the highest selling brand in any of the medical stores. Rosufit and Rosev.Combination No. Roseday. Rozavel. Rostar. Cestor. Rosutec & Rosuka. Storvas. . Highest selling brands (out of 90 medical stores) Brands Rosuvas Rosucor Rozavel Crestor Rostar Roset Rosutec Rosuka Storvas Roseday Preferred* 76 28 10 5 3 2 1 1 1 1 Page | 38 Strategic Marketing Cell. Roset.

Shardaben Hospital and Kakadia Hospital has Rosucor also.Rosufit Rosev 1 1 *total of the preferred column will be more than the total medical stores under consideration because of the fact that most medical stores have more than one brands that are among the highest selling brands for a particular molecule 4) Hospital wise Analysis: Hospital wise analysis for Rosuvastatin molecule Rosuvas as the highest selling brand near all hospitals surveyed. Rosucor 0 0 Rosuvas. Hospital 14. % selling & % availability data is as follows: % Selling V. L. In addition. Zydus Cadila Ltd.G.G. Hospital. along with Rosuvas among the highest selling brand.S Hospital L.54 14.28 50 Rosuvas Rosuvas. Rosucor Rajasthan Hospital Civil Hospital Shardaben Hospital Kakadia Hospital 0 0 Rosuvas 0 1. Rosucor Page | 39 Strategic Marketing Cell.33 0 Highest selling Brand Rosuvas Rosuvas. .63 0 % Availability 33.

For Rosuvastatin: (RAJKOT) 1) Selling data: Total selling data of Rosuvastatin molecule and its respective brand under consideration. Zyrova & Zyrova F.361099 Page | 40 Strategic Marketing Cell. Zydus Cadila Ltd. is shown in the table as follows: Total selling of Rosuvastatin Total selling of Zyrova % selling Total selling of Zyrova F % selling Combined selling (Zyrova + Zyrova F) % selling 11465 380 3. .314435 120 1.046664 500 4.

Rosutec. Rosuvas was found to be the highest selling brand in most medical stores which was followed by Roset.2) Combination sold: The following table shows the number and percentage of medical stores selling -F (Finofibrate) combination Combination No. Highest selling brands (out of 51 medical stores) Brands Rosuvas Roset Rozavel Rosucor Novastat Rosuvastat Arvast Rosutec Rozicon Preferred* 33 11 6 1 1 1 1 1 1 Page | 41 Strategic Marketing Cell.921569 -F 2 molecule in their respective stores. Arvast. Zyrova was found to be the highest selling brand in only 1 of the medical stores. Rosucon and Zyrova. Rozavel and Rosucor. Zydus Cadila Ltd. of medical stores selling (out of 51 ) % of total medical stores 3) Highest selling brands: Among the 51 medical stores that were keeping Rosuvastatin 3. Novastat. Rosuvastat. .

96 31. Brands Lacasa Epima Chrono Inditel Inditel AM Sustamet Sustamet AM Zyrova Zyorva F Total stores 13 94 94 97 92 92 90 90 Available 0 8 60 58 34 29 15 10 Not available 13 86 37 39 58 63 75 80 % availability 0 8. Zyrova & its combination.Zyrova 1 *total of the preferred column will be more than the total medical stores under consideration because of the fact that most medical stores have more than one brands that are among the highest selling brands for a particular molecule. Zydus Cadila Ltd.86 59.11 For Rajkot: Page | 42 Strategic Marketing Cell.67 11.53 16. Overall Availability For Ahmedabad: This table shows the availability data for each brand in the medical store.51 61. Epima Chrono and Lacasa. Inditel & its combination is among the most available brand followed by Sustamet & its combination. .79 36.

64 13. Availability data of Lacasa is not taken into consideration because the results obtained is from negligible amount of data and hence can be ignored.73 Overall familiarity For Ahmedabad: This table shows the overall familiarity data for each brand in the medical store.71 47. Brands Lacasa Epima Chrono Inditel Inditel AM Sustamet Sustamet AM Zyrova Zyorva F Total stores 4 68 67 67 68 68 51 51 Available 1 10 38 32 12 9 15 7 Not available 3 58 29 35 56 59 36 44 % availability 25 14. Sustamet & its combination and Inditel & its combination. Inditel & its combination is among the most available brand followed by Zyrova & its combination.76 17. Sustamet & its combination and Epima Chrono. Lacasa is the most unfamiliar brand followed by Epima Chrono. . Page | 43 Strategic Marketing Cell.41 13. Zyrova & its combination. Zydus Cadila Ltd.23 29.71 56.This table shows the availability data for each brand in the medical store.

41 Page | 44 Strategic Marketing Cell.07 37 39 58 63 75 80 11 11 14 14 16 16 26 26 44 44 29 29 70. Epima Chrono.27 66. Brands Not available Heard Unheard % unfamiliar Lacasa Epima 3 58 0 16 3 42 100 72.86 69.31 79.Brands Not available Heard Unheard % unfamiliar Lacasa Epima Chrono Inditel Inditel AM Sustamet Sustamet AM Zyrova Zyorva F 13 86 1 18 12 68 92. Inditel & its combination and Sustamet & its combination.75 For Rajkot: This table shows the overall familiarity data for each brand in the medical store. . Zydus Cadila Ltd.84 78. Lacasa is the most unfamiliar brand followed by Zyrova & its combination.67 73.674 75.

Zydus Cadila Ltd.32 88.Chrono Inditel Inditel AM Sustamet Sustamet AM Zyrova Zyorva F 29 35 56 59 36 44 8 8 21 21 4 4 21 21 35 35 32 32 72. Factor affecting availability of drugs for Zydus Cadila: Page | 45 Strategic Marketing Cell. ➢ Preference of Doctor ➢ Central Location ➢ Visits of MR Factors such as Pricing.73 Factor affecting availability of drugs in medical stores: Following are the factors that were found to be most important while increasing its availability in the medical stores. Scheme.89 72.41 60 62. .5 59. These are written in order of their importance as follows. Stockist availability and Side effects/ Drug interaction with that particular brand are not important as long as doctors prescribe for that particular brand.

Not a matter of concern as long as doctors prescribe Not aware Not regular. Zydus Cadila Ltd. No push for some brands Schemes Side effect/ Drug interaction Visits of MR Schemes Side effect/ Drug interaction Visits of MR Page | 46 Strategic Marketing Cell. in large medical stores. in large medical stores and stores affiliated to hospitals RAJKOT Factors Preference of Doctor Stockist availability Pricing Scenario Doctors don’t prescribe much Available Almost parallel. Not a matter of concern as long as doctors prescribe Only if purchased in bulk.AHMEDABAD Factors Preference of Doctor Stockist availability Pricing Scenario Doctors don’t prescribe much Available Almost parallel. Not a matter of concern as long as doctors prescribe Only if purchased in bulk. . Not a matter of concern as long as doctors prescribe Not aware Not regular.

.Feedback from medical store owners: ➢ Better brands available in market ➢ Running and set brands already available. most medical owners haven't even heard the names ➢ Little trust on Zydus Cadila products SUGGESTIONS FOR AVAILABILITY IN AHMEDABAD 1) Lacasa ✔ Reaching out to particular hospitals and MR visits to medical stores affiliated with these hospitals can help enhance availability 1) Epima Chrono ✔ Explaining Doctors for its pharmacological superiority can help 1) Inditel & its combination ✔ Utility branding for this molecule ✔ Marketing Hydrothiazide combination may enhance the sell. Zydus Cadila Ltd. Page | 47 Strategic Marketing Cell. no space for new products ➢ Infrequent or less visits of MR even though a particular brand sells or is at least kept in the medical store ➢ MRs not much interested in selling ➢ Push for brands in major medical stores only. in major locations ➢ Brands still not popular.

1) Sustamet & its combination Page | 48 Strategic Marketing Cell. 1) Zyrova & its combination ✔ More MR interaction with the Medical store owners and regular visit to Doctors can help.1) Sustamet & its combination ✔ Marketing the molecule to major physicians and smaller hospitals and then gradually to larger hospitals. 1) Epima Chrono ✔ Explaining Doctors for its pharmacological superiority can help. 1) Inditel & its combination ✔ Utility branding for this molecule ✔ Marketing Hydrothiazide combination may enhance the selling. SUGGESTIONS FOR AVAILABILITY IN RAJKOT 1) Lacasa ✔ Not much market developed for Lacosamide. an early call for its marketing may help capture the pie. Zydus Cadila Ltd. .

• Working on these three factors will help in achieving the objective.pharmaceutical-drug-manufacturers.org http://www.D. CONCLUSION • As seen from the survey conducted.wikipedia. C.Kothari Websites: 1) 2) 3) www.R.com www. .6th edition. Zydus Cadila Ltd. Tripathi Research Methodology.✔ More MR interaction with the Medical store owners and regular visit to Doctors can help.com Page | 49 Strategic Marketing Cell. BIBLIOGRAPHY Books: 1) 2) Essentials of Medical Pharmacology. MR follow ups and to what extent the brands are known by medical store owners. Dr. 1) Zyrova & its combination ✔ More MR interaction with the Medical store owners and regular visit to Doctors can help.zyduscadila.Methods and Techniques. availability of drugs are heavily dependent on prescription by doctors. K.

. Zydus Cadila Ltd.APPENDIX Price list of Zydus Cadila and its competitor brands Lacosamide Page | 50 Strategic Marketing Cell.

Zydus Cadila Ltd.Sodium Valproate Prices (in Rs.) Dose Inditel Telma Telsar Tazloc Telsarta n 20 40 80 20 43 87 34 79 122 37 109 107 37 74 103 55 109 149 40 75 115 Page | 51 Strategic Marketing Cell. Telista .) Dose Epima chrono 200 300 500 750 35 55 86 Valparin Chrono 35 55 89 Enchorat e Chrono 36 51 86 Epilex chrono 39 58 97 Valprol Chrono 30 44 67 80 Torvate Chrono 20 25 39 Prices (in Rs.) Dose 50 100 150 200 Lacasa 45 78 Lacosam 100 180 262 Lacoset 45 78 110 140 Laconext Telmisartan Prices (in Rs.

) Dose Sustame t AM 25 40 Revelol AM 41 60 40 Amlopin Selomax Amlong MT 32 42 Amtas M Page | 52 Strategic Marketing Cell. Zydus Cadila Ltd.) Dose Sustame t 25 50 75 100 20 35 113 45 80 103 165 53 65 Betaloc Metolar Seloken Met XL Prolomet XL 26 42 64 99 Prices (in Rs.Prices (in Rs.) Dose Inditel AM 40 80 59 140 80 65 Telma AM Telsar AM Tazloc AM Telsarta n AM 85 179 76 Telista A Metoprolol Prices (in Rs. .

) Dose Zyrova F Rosuvas F 5 10 104 148 130 82 130 Razel F Rozavel F 104 148 90 Roseday F Novastat F Page | 53 Strategic Marketing Cell. Zydus Cadila Ltd. .50 50 65 59 48 63 Rosuvastatin Prices (in Rs.) Dose 5 10 20 40 Zyrova 62 105 205 Rosuvas 68 127 265 399 Rozavel 61 107 205 300 Crestor 130 181 224 364 Roseday 30 55 100 Novastat 58 106 185 380 Prices (in Rs.

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