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Rajesh Ganatra (68) & CPIMR
Profile of Sun Pharma
Specialty in pharmaceuticals and active pharmaceutical ingredients’ production Medicines in Chronic therapy areas like Cardiology Psychiatry Neurology Gastroenterology Diabetology Respiratory. Started in 1983 Ranked no. 1 in India in specialty areas like psychiatry, neurology cardiology. It has: 1) 17 manufacturing plants in 3 continents 2) more than 8000 employees 3) 2 World class research centres
Threats Entry of foreign players .SWOT analysis Strength Ability to launch new products with a great amount of speed and consistency Weakness Continuous losses of Caraco Pharma. opportunities DPCO(Drug Price Control Order) relaxation and US market entry.
Rationale of study To check the effectiveness of the current marketing strategy of the company. To . check whether there is need to change the strategy which will directly affects company’s profitability & brand value.
To study the sales ranking of the various products of Companies as . To observe product and improvement (if needed) to meet a changing market need or customer's taste. To study the promotional of product among field force and distribution channels.Research objectives To study existing marketing strategies of company.
Research Design Research methodology Universe Sampling Design Sample unit Sample Size Research Tool Descriptive Research Design Baroda & Halol Convenient sampling. Doctors & chemist of Baroda & Halol 100 doctors .50 chemists Questionnaire Types of questions Close ended questions Type of Structured .
(1)How do you come to know about medicines of a pharmaceutical company? INTERPRETATION: It is observed from the chart that most of the doctors (43%) come to know about medicines from MR (medical representative). .
(2) How do you remember the brand names of medicines. as then are so many players in market? CATEGORY Conference participation of companies Due to visual folder Gifts given by MR Literature send by companies Continuous Follow up Any Other Total NO. OF RESPONSES 19 39 10 9 16 7 100 INTERPRETATION: It can be concluded from chart that around 40% of the doctors remember the name of medicines by visual folders .
(3) How do you prescribed medicines? CATEGORY NO. . OF RESPONSES By brand name 90 By generic Name By contents Total 1000 3 INTERPRETATION: 90% doctors prescribe medicines by brand name.
What do you do when chemist substitute your prescribed medicines? (4) CATEGORY Not accept at any conditions Accept if prescribed product not available Accept some time Accept always TOTAL 30 12 100 49 9 NO.OF RESPONSES INTERPRETATION: It can be seen from pie chart that 49% of doctors will convert to other medicine if prescribed medicine is not available. .
OF RESPONSES 8 36 51 5 100 INTERPRETATION: 51% doctors remember medicine names by companies brand name.(5) Which brands are easy to recall? CATEGORY Brand representing molecule Brand easy to pronounce and reminder Brand representing companies name Brand unique and different from companies name TOTAL NO. .
(6) What impact does visual folder play in Brand reminding? CATEGORY Very Important Important Average Not much TOTAL NO.OF RESPONSES 29 41 26 4 100 INTERPRETATION: Visual folders are an important part of medicine introduction & remembrance as 41% of doctors give their opinion to its importance. .
(7) What are the parameters you consider for medicines before prescribing? CATEGORY Company's reputation Relations with MR Quality of products Availability of the products TOTAL NO. .OF RESPONSES 25 0 63 12 100 INTERPRETATION: 63% Doctors prescribe products based on its quality .
(1) How do you come to know about medicines? INTERPRETATION: It can be interpreted that 76% of chemist get product information through medical representatives (MRs). .
OF RESPONSES 28 Different companies’ medicine 22 TOTAL 50 INTERPRETATION: According to 56% chemist. doctors generally like to prescribe same company medicines .(2) Do Doctors prescribe any particular company’s medicines or of various companies? CATEGORY Same company’s medicines NO.
. OF RESPONSES 10 5 35 50 INTERPRETATION: It can be said that 70% of the chemists like to keep the products which doctors prescribed. prescribed. TOTAL NO.(3) Which product do you prefer to keep in you shop? CATEGORY Product with high margin Product with scheme Product which Dr.
•Our Company medicine may substitute by other company in case of unavailability at shop. •Communication & knowledge of Medical Representatives (MRs) is very crucial for successful introduction of medicines to doctors & thus to market. •Brand name is the main criteria for medicine prescription.Analysis of doctors’ survey gives us following information. . •Quality products have higher preference in doctors prescription. •Brochures are very important marketing tool to have impact of medicine in doctors mind.
The chemist survey also give us some important findings •Chemists keep the products which are prescribed by doctors. •MRs are equally important for medicine introduction to chemist as in case of doctors. .
RECOMMENDATIONS The visual folders ( brochures) should include •mode of action of the drug. •therapeutic use of the drug. •Comfort ability in speaking with doctors & chemist. . •dose of the drug •side effect of the drug •content •Contradiction Training of medical representatives •Enhancement of communication skills •Thorough knowledge about medicines . •Special training & development course for them Provide reference books to doctors in case of new drugs.
e. metformin ( ant diabetic drug) .•Free treatment and information at the time of launching of new drug which is use for its availability in market as well as to extend the sale of the product. i. •Industrial & manufacturing unit tours for some doctor will help to create company image in their mind which will improve brand name of company. •Medical & health check up camps for introduction of new drugs through doctors.
•Doctors were unable to give the exact preferred product as there is a different medicine for the different diseases and it varies patient to patient •It is difficult to give the exact reason of low sales of particular product because it is simultaneously depends upon quality. •The market research area is limited to Baroda city & Halol town only.Limitations •Analysis is made on the information provided by the Retailers. . & Medical representative. price as well as on seasonal or atmospheric conditions. Doctors.
He will also keep those medicines that have scheme or benefits. •Major parameters considered before prescribing medicines Company Reputation Contents of Product Quality of Product Price of Product •Chemist will prefer to keep those medicines that are prescribed by Doctor. . •Medical Representatives : The most important part of introducing medicines to the Doctor •The majority of Doctors prescribe medicines by Brand Name and not by a Generic or content name. Sun Pharma is doing well on the basis of Price and field force.Conclusion Although stiff competition in pharma industry.
•Sun Pharma have an opportunity to make the presence in the consultant's chamber by introducing new innovative Products with economy . •Sun provides the world class ALU-ALU packing that keeps the medicine very safe and having no effect on the medicines by the external atmosphere. .
Good quality of product is very necessary for creating good brand image in doctors’ mind. From SWOT analysis . Brand name and availability of medicines are very essential factors. Visual folders (brochures) are very important for making it easy for doctors to remember new medicines names so important for brand reminding. Normally chemists prefer to give medicines which are prescribed by the doctors.Learning from the project Most of the doctors come to know about the new medicines from the MRs. it was found that how effective utilisation of our resources can be made to cope up with the present Indian market conditions. .
•Impact of doctors. •Gets idea to increase profitability & brand value by introducing the medicines top doctors & chemists successfully. •Distribution channels activeness & efficiency .Contribution to the company •Company gets idea about positives . chemists & company relations on product. negatives & effectiveness regarding existing marketing strategy. •Effect of quality products on sales. •The changes needed in marketing plans.
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