MARKET SURVEY OF RANBAXY'S CARDIOVASCULAR PRODUCTS

By Ruhi Mahajan PGDM IV-A Roll No:53

THE INDIAN PHARMACEUTICAL INDUSTRY
“The Indian pharmaceutical industry is a success story providing employment for millions and ensuring that essential drugs at affordable prices are available to the vast population of this sub-continent.”

SOME OF THE LEADING PHARMACEUTICAL COMPANIES

COMPANY PROFILE

Ranbaxy Laboratories Limited, India's largest pharmaceutical company, is an integrated, research based, international pharmaceutical company, producing a wide range of quality, affordable generic medicines, trusted by healthcare professionals and patients across geographies.

KEY STRENGTHS OF THE COMPANY

Leadership in Novel Drug Delivery System (NDDS) products, which offer value-added differentiation over conventional products. Strong brand building capabilities, reflected in the fact that 20 brands feature in the “Top-300 brands of the Industry” list. A well-built customer interface, with one of the highest customer coverage across India, and an excellent franchise with both Generalists & Specialists. Great emphasis is placed on Knowledge Management and Medico-marketing initiatives such as Advisory Board Meetings, Post Marketing Surveillance Studies and Continuous Medical Education programs. These have resulted in an excellent customer relationship with the medical fraternity

OBJECTIVE
To know the market share of the Ranbaxy’s Products in Cardiovascular Section.  To know about the current products that are giving a tough competition to Ranbaxy.  To know about the new competitors that have entered into the market and are trying to capture some of it’s share.

CARDIOVASCULAR DISEASES

Cardiovascular disease (CVD), principally heart disease and stroke, is the Nation's leading killer for both men and women among all racial and ethnic groups. Almost 1 million person die of CVD each year, which adds up to 42% of all deaths.

ANTIHYPERTENSIVE DRUGS
Anti-Hypertensive Drugs are medicines that help lower blood pressure. Purpose Anti-Hypertensive Drugs are used to help control blood pressure in people whose blood pressure is too high. blood pressure that stays high all the time. is known as hypertension. Being aware of high blood pressure and doing something to control it are extremely important, however. Untreated, high blood pressure can lead to diseases of the heart and arteries, kidney damage, or stroke, and can shorten life expectancy. 

Controlling primary hypertension,, is usually a life-long commitment. Although people may be able to reduce the amount of medicine they take as their blood pressure improves, they usually must continue taking it for the rest of their lives. 

RESEARCH METHODOLOGY

Objective:  To find the market share of Ranbaxy’s Cardiovascular Products. Type of Research: Exploratory research Sample element:   Retailers and Doctors  

Sample unit: Retailer  Sample extent: South Delhi Sample frame: Taking list of retailers from my seniors and meeting him at his outlet. Sampling technique: Convenient sampling Sample size: 450 Retailers   Research methods:   Primary methods: (a)Face to face interactions (b) Questionnaire Secondary methods: Company manuals ,Journals ,Magazines & Internet   Analysis technique Microsoft Excel has been used for the statical analysis to analyze the result.   Limitations: Sometime respondents refuse to cooperate and it may possible that they give biased and dishonest answers. Marketing Research takes time and money.

ATORVASTATIN
Atorvastatin is popularly used drug for reducing cholesterol. The medicine is often take with a strict dietary and exercise regime for this.   Q1. What are the weekly sales of the

following brands of the drug Atorvastatin?
     

STORVAS ATORVA TONACT ATOCOR AZTOR TG-TOR

INTERPRETATION

Ranbaxy’s Storvas is the market leader here capturing 50% of the market share then is the Atorva having 25% of the share that is being followed by Tonact, Atocor, Aztor and TGTor having11%, 7%, 5%, 2% of the market share.

Q2. What are the weekly sales of the following brands of the drug Atorvastatin+Ezatamibe?
STORVAS-EZ  LIPI-EZ  TONACT-EZ  TG-TOR-EZ  ATOCOR-E  AZTOR-EZ

INTERPRETATION

Storvas-Ez of Ranbaxy is capturing highest market share of 53% followed by Lipi-Ez, Tonact-Ez, TGTor-Ez, Atocor-E, Aztor-Ez having 25%,10%,5%, 4% and 1% respectively.

Q3. What are the weekly sales of the following brands of the drug Losartan? COVANCE  LOSAR  REPACE  LOSACAR  TOZAAR

INTERPRETATION

Losar is the market leader capturing a 32% of the share followed by Ranbaxy’s Covance, Repace, Losacar and Tozaar with the market share 28%, 19%,14%,7%.

Q4. What are the weekly sales of the following brands of the drug Losartan+HCLT? COVANCE-D  LOSAR-H  REPACE-H  LOSACAR-H  TOZAAR-H

INTERPRETATION

The Losar-H is the market leader here with the market share of 32% being closely followed by Ranbaxy’s Covance-D having 29% of the market share. Then are Repace-H, Losacar-H, Tozar-H with a market share of 18%, 13%, 8%.  

Q5. What are the weekly sales of the following brands of the drug Metformin? RIOMET  GLYCOMET  GLICIPHAGE  GLUFORMIN

INTERPRETATION

Glyciphage is the market leader with 44% share then is Glycomet with 30% followed by Gluformin and Riomet of Ranbaxy having only 12% and 14% of market share.

Q6. What are the weekly sales of the following brands of the Alphaglucoside Market? VOLIX  GLUCOBAY  VOLIBO  REBOSE  MIGNAR  MISOBIT

INTERPRETATION

Glucobay is the most selling brand with market share of 32%, Volix is having market share of 30% followed by Volibo 25% , Mignar 11% , Mesobit and Rebose on 1% each.

Q7. What are the weekly sales of the following brands of the drug Olmesartan? OLVANCE  OLMY  OLMET  OLMEZEST  OLMESAR  OLSAR

INTERPRETATION

Olmezest is the market leader here with a market share of 58%. Then there is Olsar with a share of 18% followed by Olmet at 10%, Olmesar at 7%, Olmy at 6% and Olvance at 1%.

RECOMMENDATIONS AND SUGGESTIONS
By virtue of its robust R&D environment within the company for both drug discovery & development and for generics the company maintained its No. 2 rank it’s a market leader in many sections anti-infective segment but there are still some recommendations. During the quarter, Ranbaxy launched Olvance (Olmesartan Medoxomil; antihypertensive), an original research product of Daiichi Sankyo. But it has been found out during my research that the market has still no information about the product. Neither the doctors are prescribing this medicine nor are any of the retailers keeping it as there is no demand coming to them. The segment is currently dominated by Olmezest. So:

STRATEGY FOR IMPROVING THE SALE OF OLVANCE

Although the company is a market leader in the Atorvastatin segment capturing more than 50% share of it but it should be aware of the Atorva that is closely following it. So the communication of the Storvas too needs to be refreshed.  Then finally in the Alphaglucoside market specially in the Metformin and its combination the sales are not at all satisfactory there occupying only 7% and 11% of the total market share. So the company needs to take care of it.

CONCLUSION
Ranbaxy is one of the leading pharma Companies in India. Growing ahead of the market the Company has enhanced its competitive position in the domestic market through its focused approach. The Company maintained its No. 2 rank in the Indian pharmaceutical market with a 5.09% market share. In the anti-infectives segment, the Company continues to be the market leader with 11% market share. The Company presently has 5 of the top 30 brands in the Indian pharmaceutical market. Ranbaxy Endeavour to be a leader in the generics space and also to build a strong proprietary prescriptions business based on the Company's research outcomes.

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