INTRODUCTION

Medicine is a multifaceted field dedicated to the diagnosis, treatment, and prevention of

diseases and injuries in human and animals. It encompasses various disciplines such as
pharmacology, pathology, anatomy, physiology, and more, aiming to promote health and
alleviate suffering. From ancient herbal remedies to modern pharmaceuticals and cutting-
edge technologies, medicine has evolved significantly over time, continuously striving to
enhancethe quality of life and extend lifespan. It’s a dynamic and vital profession that
requires a deep understanding of biological processes, medical ethics, and compassionate
care of patients.

Within the realm of medicine, practitioners continuously engage in research and

innovation to develop new treatments, to improve existing therapies, and enhance medical
technologies. This ongoing pursuit of knowledge and advancement drives medical progress,
enabling healthcare professionals to address emerging health challenges and combat
previously incurable diseases.

Additionally, medicine is inherently interdisciplinary, often collaborating with fields

like engineering, computer science, and genetics to explore new frontiers is diagnosis,
treatment, and prevention. Ultimately, medicine represents a convergence of science,
compassion, and dedication, as healthcare professionals work tirelessy to improve the well
being of individuals and communities worldwide.

In addition to treating acute illnesses and managing chronic conditions, medicine also
encompasses preventive healthcare measures aimed at reducing the risk of disease and
promoting overall the risk of disease and promote overall well-being.

Preventive medicine strategies include vaccinations, and health education initiatives

designed to empower individuals to make informed health.

Medicine extends beyond the boundaries of clinical practice to address broader public
Health issues such as environmental health, occupational health, and disaster preparedness.
Collaborative efforts between healthcare professionals, government agencies, non-profit
organizations, and communities are essential in addressing these complex challenges and
improving population health outcomes.
 Primary care provide serve as the first point of contact for patients, offering
comprehensive healthcare services, diseases management, and health promotion. Specially
Medicine involves the in-depth study and treatment of specific diseases or conditions,
ranging from cardiology and oncology to neurology and psychiatry. Moreover, as technology
continues to advance, medicine is increasingly incorporating digital health solutions and
telemedicine, to healthcare delivery, and improve health outcomesa global scale.
Furthermore, integrative medicine combines conventional medicine treatments with
complementary and alternative therapies, emphasizing a holistic approach to patient care.
This approach acknowledges the interconnectedness of mind, body, and sprit in promoting
health and healing.

Additionally, medical research plays a critical role in advancing our understanding

of diseases, developing new treatments, and improving patient outcomes. Clinical trails,
laboratory studies, and epidemiological research contribute to the continuous evolution of
medical knowledge and practice.

Medicine encompasses a wide array of practices including preventive medicine,

primary care, specially medicine, and integrative medicine, each focusing on different aspects
of health and wellness. Preventive medicine emphasizes strategies to prevent diseases before
they occur, such as vaccination, health screening, and lifestyle modifications. Primary care
providers serve as the point of contact for patients, offering comprehensive healthcare
services, disease management, and health promotions.

Moreover, medicine ethics and professionalism serve a guiding principles for

healthcare providers, emphasizing integrity, compassion, and respect for patient autonomy.
Upholding ethical standards ensures quality care delivery, patient safety, and trust is the
healthcare systems. With the advent of personalized medicine and genomic advancements,
healthcare is becoming characteristics, leading to more precise diagnoses and personalized
treatment plans.

Overall, medicine is a dynamic and evolving field driven by scientific

innovation, compassionate care, and a commitment to improving the health and well-being of
individuals and communities worldwide.
 NEED OF THE STUDY

 It helps marketers understand what influences consumers buying decisions.

 They can fill the gap in the market and identify the products that are more in demand.

 To predict buyers reaction in the markets.

 If the firm understands its customers, then it becomes successful in the marketplace.

 They can understand the expectations of the consumers, access the kind of products
liked by the consumers and release in the market.
OBJECTIVES OF THE STUDY

 To understand what consumer behavior is and the different types of consumers.

 To understand how new change are enabling DOLO 650 to better satisfy the needs and

wants of its consumers.

 To understand hoe DOLO 650 is increasingly able to reach consumers whether

consumers wish to be reached.

 To analyse how DOLO 650 overcame and able to withstand heavy competition in the

consumer market.

 To understand the relationship between consumer behavior and the marketing concept,

the societal marketing concept, as well as segmentation, targeting positioning.

 LIMITATIONS OF THE STUDY

 Surveys may not accurately represent the entire population if the sample is not diverse
or representative enough.

 Respondents may provide inaccurate or dishonest answers, leading to biased results.

 Sample size can be larger.

 Open ended questions might have given better data.

 Respondents may have difficulty accurately recalling past events or behaviors, leading
to inaccurate responses.
 METHODOLOGY OF THE STUDY

Data can be classified into two types, namely primary data and secondary data. The
primary importance of data collection in any research or business process is that it helps to
determine many important things about the company, particularly the performance. So, the
data collection process plays an important role in all the streams. Depending on the type of
data, the data collection method is divided into two categories namely,

 Primary Data Collection methods

 Secondary Data Collection methods

Primary data is data that is collected by a researcher from first-hand sources,

using methods like ;

 Experiments performed by you, the researcher,

 Letters,
 Surveys and censuses,
 Interviews.

A primary source is collected directly from the original source. It is not clouded with
someone else’s views or judgments.
The term is used in contrast with the term secondary data. Secondary data is data gathered
from studies, surveys, or experiments that have been run by other people or for other
research. Examples of secondary data include:

 Encyclopaedias,
 Newspaper opinion pieces,
 Reviews,
 Textbooks

SAMPLESIZE: 25 Samples have been taken to conduct the study

 INDUSTRY PROFILE

In India, Dolo-65 tablets are popular for treating fever and colds. As it was prescribed by
doctors for any mild symptoms, such as fever and pain, during the Covid-19 pandemic, the
medication became even more commonplace in every household. Nowadays, most families
have their own DOLO tales. Some people have used it for years; the medication sits patiently
on bedside tables and drawers. Some people discovered the medication by chance, while
others learned about it online after reading about its prowess in combating the two symptoms
of the Omicron variant—the flu and body aches. Consequently, in this blog, we will discuss
DOLO 650, the market strategy that brought it.

Manufacturing Plants
For the record, world-class manufacturing centres equipped with state-of-the-art
manufacturing facilities that manufacture innovative products and ably supported by high
standards of Quality Management Systems implemented to perfection—have propelled Micro
Labs to a commendable position in the domestic as well as global pharmaceutical market.
We are currently managing a total of 14 manufacturing plants across the country, which
boasts of having one-of-its-kind, globally certified and GMP-compliant facilities that
manufacture sensitive and potent pharmaceutical products. Our manufacturing plants can be
broadly classified into the following categories:
 Domestic and Emerging Markets
 API
 Regulated Markets
Domestic And Emerging Markets:
Our manufacturing plants catering to Domestic and Emerging Markets include:
European and African countries:
 4 sites approved by UK MHRA (MRP with other European Union member Sikkim:
Commissioned in the year 2012 and spread over an area of 11.50 sq. meter at the foothills
of the Himalayas in Mamring, South Sikkim India, The Sikkim plant specializes in the
manufacturing of anti-infectives, cardiovascular, anti-diabetic, and respiratory drugs. The
plant is also compliant with international regulatory standards such as the USFDA, MHRA
and TGA.
 Bommasandra: The domestic wing of our Bommasandra plant manufactures Cephalosporin
Tablets, capsules, dry powder suspensions, and injectables. This facility can handle
packaging in ALU/PVC blister, ALU/ALU blister, bottle (HDPE) & pouches.
 Hosur: ML1 and ML 2
 Pondicherry
 Peenya
API:
Our state-of-the-art API manufacturing plant located in Bommasandra, Bangalore, is one of
the largest facilities of its kind in the country. The plant is equipped with advanced
technology and infrastructure to manufacture a wide range of Active Pharmaceutical
Ingredients (APIs) and intermediates for various therapeutic segments. The plant is also
compliant with international regulatory standards such as the USFDA, MHRA and TGA
Regulated Markets:
Our regulated manufacturing plants are strategically placed in the following locations:
 Goa: Specializes in the manufacturing of Tablets and Capsules Facility(Non-beta-lactam)
approved by USFDA & UK-MHRA. This facility can handle packaging in ALU/PVC
blister, and ALU/ALU blister, & has an automated packaging line for a bottle (HDPE)
packing.
 Veerasandra: Specialized in the manufacturing of Beta Lactam Tablets, Capsules and Dry
powder for Suspension approved by UK-MHRA, Health Canada and MCC-South Africa.
This facilitiy can handle packaging in ALU/PVC blister, ALU/ALU blister and bottle
(HDPE).
 Bommasandra: Manufactures sterile eye drops, FFS Pack & 3PCS container, liquid
injectable. Inspected & approved by MHRA-UK in November 2010
 Hosur ML03: General Solid Orals
 Kumbalgodu: Anti-TB Solids
 All the aforementioned manufacturing sites, besides acquiring API (Active Pharmaceutical
Ingredient) certification, also qualifies regulatory requirements of Americanstates)
 2 sites approved by Health Canada
 4 sites are approved by US FD
Dolo pill breaks sales record in pandemic as manufacturer makes a fortune:
The Covid-19 pandemic has made several healthcare and pharma players billionaires and the
makers of Dolo 650 -- the most prescribed medicine during the pandemic having sold more
than 350 crore pills since the Covid outbreak in March 2020 -- are raking in the moolah too.

As per the data from healthcare research firm IQVIA, India sold nearly 7.5 crore strips of
Dolo -- a paracetamol tablet manufactured by Bengaluru-based Micro Labs Ltd -- before the
Covid outbreak in 2019. Dolo, which is currently the most prescribed fever medicine for
Covid-19 patients, registered a turnover of Rs 307 crore in 2021, according to the data.

In comparison, GSK Pharmaceuticals' Calpol had a turnover of Rs 310 crore while Crocin
logged double-digit sales at Rs 23.6 crore last year.

Somehow, the Dolo 650 brand has become synonymous with fever amid the pandemic.

PAIN POINTS :-

 LimitedEffectiveness: Some users may find that Dolo 650 tablets do not provide
adequate relief for their pain or fever, especially for severe or chronic conditions.

 TemporaryRelief: Dolo 650 tablets offer temporary relief, but users may
experience recurring pain or fever after the medication wears off, leading to a need for
frequent dosing.

:
 SideEffects Like any medication, Dolo 650 tablets can cause side effects such as
nausea, dizziness, or stomach upset in some individuals, which can be uncomfortable
or concerning.

:
 DependencyConcerns Long-term or frequent use of Dolo 650 tablets may raise
concerns about dependency or tolerance, leading to a reluctance to use the medication
regularly.

:
 Cost Depending on factors like location and availability, the cost of purchasing
Dolo 650 tablets may be a pain point for some users, especially if they require them
frequently.

:
 Accessibility Users may face challenges in accessing Dolo 650 tablets due to
factors such as availability in rural areas, limited pharmacy hours, or prescription
requirements in some regions.
 :
 DosageConfusion Misunderstanding or incorrect dosing of Dolo 650 tablets can
lead to ineffective relief or potential overdose, highlighting the importance of clear
instructions and guidance.

:
 AllergicReactions Individuals may experience allergic reactions to ingredients in
Dolo 650 tablets, which can range from mild rashes to severe anaphylaxis, posing a
risk to their health and well-being.

:
 InteractionswithOtherMedications Dolo 650 tablets may interact with other
medications or substances, potentially leading to adverse effects or reduced
effectiveness, necessitating caution and consultation with a healthcare professional.
COMPANY PROFILE

Micro Labs has been in a continuous stage of growth ever since its founding years and
continues to chart its course as a leader in the pharmaceutical vertical. The company has a
presence in over 50 countries with ground-level operations in 25 countries, exporting all
major dosages on most of the therapeutic segments. They are poised to have a quantum leap
in our global operations, with the implementation of our growth strategies. The company
currently operates in various countries of Asia, Europe, America & Africa. Micro Labs has
already established a strong presence in the USA, UK, Russia, Ukraine, Nigeria, French West
Africa, East Africa, Myanmar, Philippines, Vietnam, Thailand, Sri Lanka, etc. Latin America,
North America, East Europe, Australia, New Zealand, and North Africa are locations where
the company is raising its flag. They are well dignified to achieve the remarkable status as a
"BIG GENERIC COMPANY" in the global pharmaceutical space with our value-based
presence.

Headquarters : Bangalore, Karnataka, India

CEO : Mr. DilipSurana

Founded : 1973

Revenue : Over INR 500 cr ( 31 mar, 2023)

Subsidiaries: (Micro Labs USA Inc.) , UK (Brown & Burk UK Ltd),

Germany (Micro Labs GmbH), Australia (Micro Labs Pty Ltd) and Nigeria (Micro Nova
Pharmaceuticals Ind Ltd).
At Micro Labs, they are dedicated to developing top-of-the-line pharmaceutical products,
while adhering to the highest quality standards by a world-class research team. The
continuous strive for perfection has led us to push our standards of manufacturing by building
state-of-the-art facilities. Today these state-of-the-art manufacturing facilities and
infrastructure facilitate Micro’s

1. Micro Labs has been able to have a successful run abroad because of its world-class
manufacturing units. Some of our facilities have been approved by the following
regulatory authorities:
2. Organic Growth in the regulated markets.
 3. Food & Drugs Control Administration (FDA) US

DOLO 650 company sales record :-

 DOLO's increasing notoriety even inspired internet memes that referred to the drug as
"India's national tablet or favourite snack." As the Omicron wave continues to spread,
the market share of the 650mg tablet is rising quickly, going from 52% in January
2021 to 57% in December 2021.

 Despite being a 30-year-old company, Dolo has established itself as a household

name with significant utility. The appropriate excipients, or ingredients formulated
with the active ingredients, are used in the oval-shaped pill's design to ensure simple
swallowability.

 Since March 2020, sales of the MMore than 350 crore DOLO tablets have been sold
in India, making them the second-most popular anti-fever and analgesic tablets there,
only behind GSK's Calpol. The annual sales of DOLO medication have decreased,
going from 141 crore tablets or 9.4 crore strips in 2019 to 14.5 crore strips or 217
crore tablets by November 2021.

 icro Labs Ltd.-produced Dolo 650 tablet have brought in INR 567 crore (USD76
million)

 Dolo 650's scored tablet has a distinctive soft suboval shape, in contrast to other
paracetamol tablet brands, which are either circular or capsule shape. Despite having
150 mg more paracetamol than standard tablets, this shape enables patients to
swallow the entire tablet. This has also served as a distinctive selling point to
persuade physicians to recommend Dolo 650.

The government launched the largest vaccination campaign to immunize the populace after
introducing COVID-19 vaccines like Covaxin and Covishield. However, after receiving the
vaccine, people began to experience symptoms like fever and body aches, which accelerated
the consumption of Dolo-650 even more. By addressing concerns with posters that addressed
the most common questions about vaccines, the brand assisted in raising awareness for
vaccines.
These bilingual posters, which were printed in English and the local tongues, contributed to
the brand's local-level success. Additionally, the company reached out to medical
professionals and gave them samples of Dolo-650, masks, and hand sanitizers in exchange
for referring the medication to patients who developed fever and pain after receiving a
vaccination.

MICRO LAB HISTORY:-

1973:- MICRO LABS LAUNCH

Micro Labs Ltd was founded by the visionary Shri G.C. Surana to manufacture ethical
pharmaceutical products with a manufacturing facility in Chennai.
2004:- LAUNCHED OUR FACILITY AT VEMA
Micro Labs inaugurated a new facility in Vema industrial area, Goa for export markets and
was approved by the US FDA, EU, and other regulated countries.
2006:- Micro Labs, United States was incorporated in the year 2011.
2011:- INCORPORATED IN THE UNITED STATES
Micro Labs, United States was incorporated in the year 2011
2012:- ESTABLISHED AN OPHTHALMIC PLANT
The company establishes a state-of-the-art ophthalmic plant. It is the first of its kind in Asia,
leading to a collaboration with Bausch+Lomb
2013:- LAUNCH IN THE US
We take pride in our first product launch in the United States
2017:- ADVISORY BOARD FOR FEVER MANAGEMENT
Formed an Advisory Board for Fever Management. It is an independent autonomous body
focused towards the study on different epidemiology of fever.
2018:- PRESTIGIOUS GOLD AWARD BY IMEA
Micro Labs’ Sikkim manufacturing unit was conferred with the prestigious Gold award at
Indian Manufacturing Excellence Awards (IMEA), held by Frost and Sullivan in association
with Economic Times.
2019:- RESPONSIBLE BUSINESS LEADER AWARD
Our CMD, Mr. Dilip Surana, was awarded the ‘Responsible Business Leader Award 2019’
by Responsible Business Awards.
2021:- FROST & SULLIVAN AWARD
Conferred with the Frost and Sullivan Award for manufacturing excellence in the year 2021.
2023:- LAUNCH IN EUROPE
We take pride in our first product launch in Europe
2023:-DOLO RANKED NO 1 BRAND
Dolo was ranked as No.1 brand in Paracetamol Solids as per IQVIA MAT March.

THEORETICAL FRAMEWORK

Consumer Attitude is the study of individuals, groups, or organizations and all the activities
associated with the purchase, use and disposal of goods and services. Consumer behaviour
consists of how the consumer's emotions, attitudes, and preferences affect buying behaviour.
Consumer behaviour emerged in the 1940–1950s as a distinct sub-discipline of marketing but
has become an interdisciplinary social science that blends elements from psychology,
sociology, social anthropology, anthropology, ethnography, marketing, and economics
(especially behavioural economics).
The study of consumer behaviour formally investigates individual qualities such as
demographics, personality lifestyles, and behavioural variables (such as usage rates, usage
occasion, loyalty, brand advocacy, and willingness to provide referrals), in an attempt to
understand people's wants and consumption patterns. Consumer behaviour also investigates
on the influences on the consumer, from social groups such as family, friends, sports, and
reference groups, to society in general (brand-influencers, opinion leaders).
Research has shown that consumer behaviour is difficult to predict, even for
experts in the field; however, new research methods, such as ethnography, consumer
neuroscience, and machine learning are shedding new light on how consumers make
decisions. In addition, customer relationship management (CRM) databases have become an
asset for the analysis of customer behaviour. The extensive data produced by these databases
enables detailed examination of behavioural factors that contribute to customer re-purchase
intentions, consumer retention, loyalty, and other behavioural intentions such as the
willingness to provide positive referrals, become brand advocates, or engage in customer
citizenship activities. Databases also assist in market segmentation, especially behavioural
segmentation such as developing loyalty segments, which can be used to develop tightly
targeted customized marketing strategies on a one-to-one basis.
1. How do you know about DOLO 650 tablets ?

S.NO PARTICULARS NO.OF PERCENTAGE

RESPONDENTS
1 Doctor consultation 17 68%
2 Advertisement 2 8%
3 During pandemic 6 24%
TOTAL 25 100%

During pandemic
5%
Advertisement
10%

Doctor consultation
85%

INTERPRETATION
2. Where do you usually purchase DOLO 650 tablets ?

S.NO PARTICULARS NO.OF PERCENTAGE

RESPONDENTS
1 Local pharmacy 22 88%
2 Online 2 8%
3 Others 1 4%
TOTAL 25 100%

others
Online 4%
8%

Local pharmacy
88%

INTEREPRETATION
3. On scale of 1-10, how effective do you find DOLO 650 in relieving your symptoms ?

S.NO PARTICULARS NO.OF PERCENTAGE

RESPONDENTS

1 1-4 3 12%
2 5-7 9 36%
3 8-10 13 52%
TOTAL 25 100%

1 to 5
12%

8 to 10
52%

5 to 7
36%

INTERPRETATION
4. How would you assess the pricing of DOLO 650 tablets ?

S.NO PARTICULARS NO.OF PERCENTAGE

RESPONDENTS

1 Reasonable 16 64%
2 Some what effective 4 16%
3 No specific opinion 5 20%
TOTAL 25 100%

No specific opinion
20%

Some what effective

16%
64%
Reasonable

INTERPRETATION
5. How efective do you find DOLO 650 innproviding relief?

S.NO PARTICULARS NO.OF PERCENTAGE

RESPONDENTS

1 11 44%
2 Some what effective 14 56%
3 No specific opinion - -
TOTAL 25 100%