Project Report
Project Report
Project Report
IN PARTIAL FULLFILLMENT OF THE REQUIREMENT OF THE AWARD FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION IN GUJARAT TECHNOLOGICAL UNIVERSITY UNDER THE GUIDANCE
CERTIFICATE
This is to certify that Ms. Pratik govani (enrollment No.117350592057 )student of N.R.institute of business management has successfully completed his summer project on study on various sales promotion technique for psychiatric drugs at BCC healthcare pvt.ltd. in partial fulfillment of the requirement of MBA programme of Gujarat technical university.this is his original work and has not submitted elsewhere.
Date:
Place:
PREFACE
I know that training is for the development and enhancement of the knowledge in particular field. It can never be possible to make a mark in todays competitive era only with theoretical knowledge when industries are developing at global level, practical knowledge of administration and management is very important. Hence, practical study is of great important to M.B.A. students.
management is very important. Hence, practical study is of great important to M.B.A. students.
With the views of expanding the boundaries of thinking, I have under gone summer training at BCC healthcare pvt. Ltd. Time period of training was 6 weeks. This project is helpful for me to gain practical knowledge. it was very helpful me to get deep understanding of pharma company as well as pharma industry as I m from the pharmacy back ground.
ACKNOWLEDGEMENT
Completing successfully my project report, I am indeed inbeted to alarge number of people who have encouraged and helped me in a many ways. It is indeed a privileged to express our gratitude to the people involve to make my project report completed.
My profound and sincere thanks to Chirag Sheladiya, who consented to be my project advisor. it is with pleasure of immense gratitude that I express my most cardial and humble thanks to my internal guide Dr. Hitesh Ruparel for their valuable guidance, constant help, motivation, suggestion and encouragement through out course of my work.
Besides I am also thankful to our faculty members and all the persons who have directly or indirectly helped me carrying out my study successfully.
EXECUTIVE SUMMARY
Now a days sales promotion techniques are widely use by marketing representative of pharmaceutical company. Due to globalization and competitive environment of the pharmaceutical industry various pharmaceutical company use various sales promotion technique to influence doctors. So for gaining sales of pharma products , company gives various articles, gifts, samples etc. Various company use various technique to doctors so, they prescribe their companys drugs.
This project is based on analyzing to various sales promotion techniques and find out which is most favorable among doctors. For that we visited various Doctors and medical shop to collect the data through the help of questionnaire which contain 15 questions
On the basis of data and research various charts are prepared, we have at end given the research findings and conclusion. And on the basis of our findings we have given suggestion and recommendations
TABLE OF CONTENT
SR NO. Certificate Preface Acknowledgement Executive summary 1. 1.1 1.2 1.3 1.4
PERTICULAR
PAGE NO.
Five force analysis Literature review Industry profile Company profile Introduction of sale promotion Analysis Hypothesis and testing Limitation Finding Conclusion Suggestion/recommendation Bibliography/annexure
LIST OF TABLE/GRAPHS/DIAGRAM
SR NO. 1. 2 3 4 5 6 7 8 9 10
PERTICULAR GROWTH OF PHARMA INDUSTRY PESTLE ANALYSIS PESTLE ANALYSIS FIVE FORCE ANALYSIS MEDICINE FOR MD PHYSICIAN MEDICINE FOR SURGON MEDICINE FOR PSYCHIATRIC MEDICIE FOR NEUROLOGIST MEDICINE FOR GYNAECOLOGIST SWOT ANALYSIS
TABLE NO. 1 2 3 4 5 6 7 8 9 10
PAGE NO.
Introduction: The Indian pharmaceutical industry ranks among the top five countries by volume (production) and accounts for about 10% of global production. The industrys turnover has grown from a mere US$ 0.3 between in 1980 to about US$ 21.73 between in 2009-10. Low cost of skilled manpower and innovation are some of the main factors supporting this growth. According to the Department of Pharmaceuticals, the Indian pharmaceutical industry employs about 340,000 people and an estimated 400,000 doctors and 300,000 chemists.
Industry structure: The Indian pharmaceutical industry is fragmented with more than 10,000 manufacturers in the organised and unorganized segments. The products manufactured by the Indian pharmaceutical industry can be broadly classified into bulk drugs (active pharmaceutical ingredients - API) and formulations. Of the total number of pharmaceutical manufacturers, about 77% produce formulations, while the remaining 23% manufacture bulk drugs. Bulk drug is an active constituent with medicinal properties, which acts as basic raw material for formulations. Formulations are
with medicinal properties, which acts as basic raw material for formulations. Formulations are specific dosage forms of a bulk drug or a combination of bulk drugs. Drugs are sold as syrups, injections, tablets and capsules. Formulations can be categorized under various therapeutic groups (Exhibit 2.1)
History: State of Gujarat emerged as an independent state from the than Greater Bombay state on Ist May, 1960. In the pre-independence era & until about emergence of pharmaceutical industries in Gujarat, India was not self sufficient for medicines and was a net importer of the most of bulk drugs & many formulations. In 1947 the year of Independence India' Pharmaceutical production was to the tune of Rs. 100 million only. The synergistic efforts of Central & State Governments & Indian Pharmaceutical Industry resulted in the increase of production of bulk drugs (API) and finished formulations targeting the goal of self reliance in pharmaceutical sector Gujarat leads India in pharmaceuticals and enjoys the share between 35% and 46% of the national share in pharmaceutical production over the last two decades. Ahmedabad and Vadodara are leaders in the production of generics while Ankleshwar and Vapi produce much of India's bulk drugs. The history of the pharmaceutical industry in Gujarat begins in 1907 when Alembic Chemical Works Co Ltd was formed by taking over distilleries in Baroda (Vadodara) with a view to manufacturing alcohol and tinctures primarily for pharmaceutical products. During the 1940s and 50s, companies like Sarabhai Chemicals, The Gujarat Pharmaceutical and Chemical Works, Atul Products Ltd, Allied and Cadila Laboratories were established in the post WW2 period, referred to globally as the 'therapeutic revolution'. An important landmark in the industry's history was the establishment of LM College of Pharmacy at Ahmedabad in 1947. This college has provided many entrepreneurs, technocrats and drug controllers to the pharmaceutical industry in the state.
The pharmaceutical industry grew rapidly after Gujarat was declared a state with Dr Jivraj Mehta as its first chief minister in 1960. The number of manufacturers in Gujarat grew from 117 in 1962 to more than 900 in 1985 with a major share in the country's pharmaceutical production. The revisions in the Patent Act also benefited the domestic industry in India (see foreword). Another development that impacted the pharmaceutical sector during this period was the establishment of pharmaceutical machinerymanufacturing unit, Cadmach in 1967 by Shri Ramanbhai Patel with products catering various needs of the pharma industry. During the 1990s and 2000s, Gujarat's companies saw a quantum leap in production and exports with a strong focus on regulated markets as they geared up for globalisation. The large manufacturers successfully entered the capital markets to make the most of the stock market boom to raise resources for increasing production and research facilities. During the last decade, Gujarat's pharmaceutical companies like Sun Pharma, Zydus Cadila, Torrent and Dishman have been expanding their global footprint through acquisitions, mergers and alliances with international companies and setting up subsidiaries and marketing offices overseas. Gujarat's pharma companies have also been increasingly working towards getting their facilities approved by USFDA and other international regulatory bodies to augment their market presence across regulated and semi-regulated markets. Gujarat's pharmaceutical industry is now ready for sustainable growth, major capacity expansions and an increasingly important role in global consolidation process. In India, there is an increasing spend on healthcare as the emerging economy creates higher incomes, improved health insurance penetration, and lifestyle-related diseases. On the international horizon, there are abundant opportunities for Gujarat's pharmaceutical companies. The outsourcing of R&D with more and more products going off-patent and declining R&D productivity in many countries offers considerable possibilities for india, a preferred offshoring destination for many countries, specially for companies involved in contract research, manufacturing and clinical trials to leverage their potential. The growth of the generics sector, in
which Gujarat already has a substantial share of India's production and exports, also offers much scope of sustainable growth and production expansion. Total 3507 manufacturing units engaged in manufacturing of Allopathic, Ayurvedic, Homeopethic drugs & Cosmetics.
Industry size: The domestic pharmaceutical market (IPM) grew 21.9 per cent to record sales of Rs 5,369 crore (US$ 1.01 billion) in March 2012, as compared to the previous year, according to an analysis by a market research firm, All India Organisation of Chemists and Druggists (AIOCD) AWACS. Exceptional growth in companies such as Mankind, Macleods and Micro Labs resulted in the record sales. While Mankind recorded a growth of 32.6 per cent to record sales of Rs 194 crore (US$ 36.67 million), Macleods Rs 132 crore (US$ 24.95 million) and Micro Labs with Rs 109 crore (US$ 20.60 million) grew 40 and 45.1 per cent, respectively. with its subsidiaries Abbott Healthcare and Solvay, registered sales of Rs 306 crore (US$ 57.84 million) to retain its number one position in the domestic market. The other market leaders were Cipla, GSK and Sun Pharma with sales of Rs 280 crore (US$ 52.93 million), Rs 254 crore (US$ 48.02 million) and Rs 255 crore (US$ 48.20 million), respectively. Ranbaxy's sales grew 19.2 per cent to Rs 229 crore (US$ 43.29 million) in March 2012.
SOURCE: www.cci.in/pdf/surveys_reports/indian-pharmaceuticals-industry.pdf
India's US$ 9.4 billion pharmaceutical industry is growing at the rate of 14 percent per year. It is one of the largest and most advanced among the developing countries. The Indian pharmaceutical industry can reach a market size of US$ 11.6 billion by 2011. A beginning has been made with the signing of General Agreement on Tariffs and Trade in January 2005 with which India began recognizing global patents. Soon after, the Indian pharmacy market became a sought after destination for foreign players. Foreign direct investment into the countrys pharmacy industry touched US$ 172 million during 2005-06 having grown at a CAGR of 62.6 per cent during the
The sector recorded strong growth in the second quarter ended September 2007 with 8.7 $. The top ten pharmacy companies reported an impressive 57 per cent growth in consolidated net profit at US$ 314.3 million, as against US$ 200.7 million in the same quarter of the previous year, while consolidated net sales were up 51 per cent at US$ 1.7 billion
The Indian pharmaceutical industry ranks 14th in the world by value of pharmaceutical products. With a well-established domestic manufacturing base and low-cost skilled manpower, India is emerging as a global hub for pharma products and the industry continues to be on a growth trajectory. Moreover, India is significantly ahead in providing chemistry services such as analogue preparation, analytical chemistry and structural drug design, which will provide it ample scope in contract research and other emerging segments in the pharmaceutical industry. Some of the major factors that would drive growth in the industry are as follows: Increase in domestic demand: More than half of Indias population does not have access to advanced medical services, as they usually depend on traditional medicine practices. However, with increase in awareness levels, rising per capita income, change in lifestyle due to urbanisation and increase in literacy levels, demand for advanced medical treatment is expected to rise. Moreover, growth in the middle class population would further influence demand for pharmaceutical products. Rise in outsourcing activities: Increase in the outsourcing business to India would also drive growth of the Indian pharmaceutical industry. Some of the factors that are likely to influence clinical data management and bio-statistics markets in India in the near future include: 1) cost efficient research vis--vis other countries 2) highly-skilled labour base 3) cheaper cost of skilled labour 4) presence in end-to-end solutions across the drug development spectrum and 5) robust growth in the IT industry. Growth in healthcare financing products: Development in the Indian financial industry has eased healthcare financing with introduction of products such as health insurance policy, life insurance policy and cashless claims. This has resulted in increase in healthcare spending, which in turn, has benefitted the pharmaceutical industry. Demand in the generics market: During 2008-2015, prescription drugs worth about US$ 300 bn are expected to go off patent, mostly from the US. Prior experience of Indian pharmaceutical companies in generic drugs would provide an edge to them. Demand from emerging segments: Some of the emerging segments such as contract research and development, biopharma, clinical trials, bio-generics, medical tourism and pharma packaging are also expected to drive growth of the Indian pharmaceutical industry.
100% foreign direct investment (FDI) is allowed under automatic route in the drugs and pharmaceuticals sector, including those involving use of recombinant technology. Also, FDI up to 100% is permitted for brownfield investments (i.e. investments in existing companies), in the pharmaceuticals sector, under the Government approval route. The drugs and pharmaceuticals industry attracted foreign direct investment to the tune of US$ 9.17 bn for the period between April 2000 and January 2012.
SOURCE: http://www.strategic-planet.com/2011/01/a-pestle-analysis-for-the-pharmaceuticalindustry/
SOURCE: http://www.strategic-planet.com/2011/01/a-pestle-analysis-for-the-pharmaceuticalindustry/
Macro Analysis
SOURCE: br.org/2008/01/the-five-competitive-forces-that-shape-strategy/ar/1
Porter's Five Forces Model helps strategic business managers analyze the industry in which their companies operate to determine what can be done to get an advantage over their existing competitors and also to determine how attractive a particular industry would be for new entrants. Porter's Five Forces are: 1) Threats of entry posed by new or potential competitors; 2) Degree of rivalry among existing firms; 3) Bargaining power of buyers; 4) Bargaining power of suppliers and 5)closeness of substitute products
Below is an anlysis of the Pharmaceutical Industry using the above named forces:
1. Threats of entry posed by new or potential competitor (LOW) High entry barriers due to costs associated with research & development of new drugs (i.e. years of investment in R&D for a drug that may/may not work) Government regulation (i.e. FDA) The threat of entry posed by new or potential competitor is a LOW competitive force due to the above entry barriers & regulatory constraints.
erectile dysfunction space where Bayer & GlaxoSmithKline claim that Levitra works faster or Eli Lilly & ICOS claim that Cialis works longer than Pfizers Viagra The degree of rivalry among existing firms is a HIGH competitive force 3. Bargaining power of buyers (MEDIUM) Hospitals & other health care organizations buy in bulk quantities and exert pressure on pharmaceutical companies to keep prices in check Regular patients have lost bargaining power due to price increases in generic drugs The bargaining power of buyers is a MEDIUM competitive force. 4. Bargaining power of suppliers (LOW) Sales for the pharmaceutical industry concentrate in a handful of large players and that has decreased the bargaining power of suppliers. The bargaining power of suppliers is a LOW competitive force 5. Closeness of substitute products (HIGH) Demand for generic versus brand name drugs has increased because of the costs Generic drug companies do not have the high costs associated with the research & development of new drugs and that allows them to sell at cheaper prices The closeness of substitute products is a HIGH competitive force Overall and based on the above analysis of Porters Five Forces, we can conclude that the pharmaceutical industry is not attractive for new entrants.
BCC Health Care is one of up growing pharmaceutical company which was started in 2010 has its operation in entire Gujarat State and looking forward for the expansion in other states very soon We at BCC Health Care ensuring good quality of product and high bond relation with our customers. we at BCC Health Care offers wide range of products for various of specialty Doctors.
Sticker New2
OWNER: CHIRAG B.SHELDIYA Mobile 9825156463 e-mail [email protected] Office : A/23, First floor,vickram park society Opp.bajrang ashram, N.H. NO-8 Bapunagar,Ahmedabad-382350
Product Range:
M.D. Physician (TABLE 6) Sr.No Product 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Contain Methylcobalamine,Alpha lipoic Tab.BCC Forte Acid,Thiamine,Pyridoxine,Folic Acid Tab Cap.Rider SR Rabeprazole 20mg + Domperidone SR 30 mg Cap Tab.L-Best Levofloxacin 500 mg Tab Tab. Maxef 200 Cefixime 200 mg Tab Ferrous Ascorbate 100 Mg + Folic Acid 1.5 mg + Zinc Tab.Ferogras XT Sulfate 22.5 mg Tab.Cefpogras 50 DT Cefpodoxime 50 mg Dispersible Tab Tab.Cefpogras Cefpodoxime 100 mg Dispersible Tab 100DT Tab.Cefpogras 200 Cefpodoxime 200 mg Tab Syp.Multigras Plus Lycopene,Cynocobalamin,Multivitanim,L-lysine & 100 Minerals syrup Syp.Multigras Plus Lycopene,Cynocobalamin,Multivitanim,L-lysine & 200 Minerals syrup Tab.Clodep-MD 0.25 Clonazepam Mouth Dissolving Tab 0.25 mg Tab.Clodep-MD 0.5 Clonazepam Mouth Dissolving Tab 0.5 mg Tab. Trexol Flupentixol 0.5 + Melitracen 10 mg Tab Tab.Estodep Plus Escitalopram 10 + Clonazepam 0.5 mg Tab Tab.Thym 75 Thiamine 75 mg Tab MRP 72.00 75.00 79.00 105.00 59.00 55.00 79.00 130.00 45.00 75.00 12.70 21.70 48.00 76.00 29.00
Surgeon (TABLE 7) Sr.No Product 1 Cap.Rider SR 2 Tab. Maxef 200 Tab.Cefpogras 50 3 DT Tab.Cefpogras 4 100DT 5 Tab.Cefpogras 200 6 Tab.L-Best Syp.Multigras Plus 7 100 Syp.Multigras Plus 8 200 Contain Rabeprazole 20mg + Domperidone SR 30 mg Cap Cefixime 200 mg Tab Cefpodoxime 50 mg Dispersible Tab Cefpodoxime 100 mg Dispersible Tab Cefpodoxime 200 mg Tab Levofloxacin 500 mg Tab Lycopene,Cynocobalamin,Multivitanim,L-lysine & Minerals syrup Lycopene,Cynocobalamin,Multivitanim,L-lysine & Minerals syrup MRP 75.00 105.00 55.00 79.00 130.00 79.00 45.00 75.00
9 10 11 12
Tab.Clodep-MD Clonazepam Mouth Dissolving Tab 0.25 mg 0.25 Tab.Clodep-MD 0.5 Clonazepam Mouth Dissolving Tab 0.5 mg Tab. AP-Tek Aceclofenac 100mg + Paracetamol 500 mg Tab Methylcobalamine,Alpha lipoic Tab.BCC Forte Acid,Thiamine,Pyridoxine,Folic Acid Tab
Psychiatrist (TABLE 7) Sr.No 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Product Contain Tab.Estodep 5 Escitalopram 5 mg Tabs Tab.Estodep 10 Escitalopram 10 mg Tabs Tab.Estodep Plus Escitalopram 10 + Clonazepam 0.5 mg Tab Tab.Olizoy MD-5 Olanzapine mouth dissolving 5 mg Tab Tab.Olizoy MD-10 Olanzapine mouth dissolving 10 mg Tab Tab.Restin-LS Risperidone 2 mg+ Trihexyphenidyl 2 mg Tab Tab.Restin-PLUS Risperidone 3 mg+ Trihexyphenidyl 2 mg Tab Tab. Trexol Flupentixol 0.5 + Melitracen 10 mg Tab Tab.Clodep-MD 0.25 Clonazepam Mouth Dissolving Tab 0.25 mg Tab.Clodep-MD 0.5 Clonazepam Mouth Dissolving Tab 0.5 mg Tab.Norpride 50 Amisulpride 50 mg Tab Tab.Norpride 100 Amisulpride 100 mg Tab Tab.Thym 75 Thiamine 75 mg Tab Methylcobalamine,Alpha lipoic Tab.BCC Forte Acid,Thiamine,Pyridoxine,Folic Acid Tab MRP 37.00 56.00 76.00 32.70 55.70 24.00 31.00 48.00 12.70 21.70 51.00 86.00 29.00 72.00
Neurologist (TABLE 8) Sr.No 1 2 3 4 5 6 7 8 Product Contain Tab.Estodep 5 Escitalopram 5 mg Tabs Tab.Estodep 10 Escitalopram 10 mg Tabs Tab.Estodep Plus Escitalopram 10 + Clonazepam 0.5 mg Tab Tab. Trexol Flupentixol 0.5 + Melitracen 10 mg Tab Tab.Clodep-MD 0.25 Clonazepam Mouth Dissolving Tab 0.25 mg Tab.Clodep-MD 0.5 Clonazepam Mouth Dissolving Tab 0.5 mg Tab.Thym 75 Thiamine 75 mg Tab Methylcobalamine,Alpha lipoic Tab.BCC Forte Acid,Thiamine,Pyridoxine,Folic Acid Tab MRP 37.00 56.00 76.00 48.00 12.70 21.70 29.00 72.00
Gynecologist
Sr.No Product 1 2 3 4 5 6 7 8
Contain Ferrous Ascorbate 100 Mg + Folic Acid 1.5 mg + Zinc Tab.Ferogras XT Sulfate 22.5 mg Tab. Maxef 200 Cefixime 200 mg Tab Tab.Cefpogras 200 Cefpodoxime 200 mg Tab Syp.Multigras Plus Lycopene,Cynocobalamin,Multivitanim,L-lysine & Minerals 100 syrup Syp.Multigras Plus Lycopene,Cynocobalamin,Multivitanim,L-lysine & Minerals 200 syrup Cap.Rider SR Rabeprazole 20mg + Domperidone SR 30 mg Cap Tab.L-Best Levofloxacin 500 mg Tab Methylcobalamine,Alpha lipoic Tab.BCC Forte Acid,Thiamine,Pyridoxine,Folic Acid Tab
Bcc healthcare pharmaceutical company have a wide range of products specially for psychosis, neurologist and cardiac patients. Company have total sales of more than 5 lack in ahmedabad and more than 10 lack in Gujarat. BCCHEALTHCARE company is established in 2010 in bapunagar,Ahmedabad
swot analysis: The SWOT analysis of the industry reveals the position of the Indian pharmaceutical industry in respect to its internal and external environment.
Strengths Low cost of innovation, manufacturing and operations Low cost of skilled manpower and proven track record in design of high technology manufacturing devices.
Weaknesses Stringent pricing regulations affecting the profitability of pharma companies Presence of more unorganised players versus the organised ones, resulting in an increasingly competitive environment, characterised by stiff price competition.
Opportunities Opening of the health insurance sector and increase in per capita income - the growth drivers for the pharmaceutical industry India, a potentially preferred global outsourcing hub for pharmaceutical products due to low cost of skilled labour.
Threats Other low-cost countries such as China and Israel affecting outsourcing demand for Indian pharmaceutical products Entry of foreign players (well equipped technology-based products) into the Indian market Swot analysis for BCC healthcare(table 8)
Source:www.wikipedia.com
Introduction: sales promotion is the process of persuading a potential customer to buy the product. sales promotion is designed to be used as a short-term tactic to boost sales it is not really designed to build long-term customer loyalty. A good definition of sales promotion would be as follows: An activity designed to boost the sales of a product or service. It may include an advertising campaign, increased PR activity, a free-sample campaign, offering free gifts or trading stamps, arranging demonstrations or exhibitions, setting up competitions with attractive prizes, temporary price reductions, door-to-door calling, telemarketing, personal letters on other methods. More than any other element of the promotional mix, sales promotion is about action. It is about stimulating customers to buy a product. It is not designed to be informative a role which advertising is much better suited to. Sales promotion is commonly referred to as Below the Line promotion. Sales promotion can be directed at: The ultimate consumer (a pull strategy encouraging purchase) The distribution channel (a push strategy encouraging the channels to stock the product). This is usually known as selling into the trade
Building Product Awareness Several sales promotion techniques are highly effective in exposing customers to products for the first time and can serve as key promotional components in the early stages of new product introduction. Additionally, as part of the effort to build product awareness, several sales promotion techniques possess the added advantage of capturing customer information at the time of exposure to the promotion. In this way sales promotion can act as an effective customer information gathering tool (i.e., sales lead generation), which can then be used as part of follow-up marketing efforts. Creating Interest Marketers find that sales promotions are very effective in creating interest in a product. In fact, creating interest is often considered the most important use of sales promotion. In the retail industry an appealing sales promotions can significantly increase customer traffic to retail outlets. Internet marketers can use similar approaches to bolster the number of website visitors. Another important way to create interest is to move customers to experience a product. Several sales promotion techniques offer the opportunity for customers to try products for free or at low cost.
Providing Information Generally sales promotion techniques are designed to move customers to some action and are rarely simply informational in nature. However, some sales promotions do offer customers access to product information. For instance, a promotion may allow customers to try a fee-based online service for free for several days. This free access may include receiving product information via email. Stimulating Demand Next to building initial product awareness, the most important use of sales promotion is to build demand by convincing customers to make a purchase. Special promotions, especially those that lower the cost of ownership to the customer (e.g., price reduction), can be employed to stimulate sales. Reinforcing the Brand Once customers have made a purchase sales promotion can be used to both encourage additional purchasing and also as a reward for purchase loyalty (see loyalty programs below). Many companies, including airlines and retail stores, reward good or preferred customers with special promotions, such as email special deals and surprise price reductions at the cash register. Classification of Sales Promotion: Sales promotion can be classified based on the primary target audience to whom the promotion is directed. These include: Consumer Market Directed - Possibly the most well-known methods of sales promotion are those intended to appeal to the final consumer. Consumers are exposed to sales promotions nearly everyday, and as discussed later, many buyers are conditioned to look for sales promotions prior to making purchase decisions. Trade Market Directed Marketers use sales promotions to target all customers including partners within their channel of distribution. Trade promotions are initially used to entice channel members to carry a marketers products and, once products are stocked, marketers utilize promotions to strengthen the channel relationship. Business-to-Business Market Directed A small, but important, sub-set of sales promotions are targeted to the business-to-business market. While these promotions may not carry the glamour associated with consumer or trade promotions, B-to-B promotions are used in many industries.
Methods of sales promotion There are many consumer sales promotional techniques available, summarised in the table Price promotions Price promotions are also commonly known as price discounting These offer either (1) a discount to the normal selling price of a product, or (2) more of the product at the normal price. Increased sales gained from price promotions are at the expense of a loss in profit so these promotions must be used with care. A producer must also guard against the possible negative effect of discounting on a brands reputation
Coupons Coupons are another, very versatile, way of offering a discount. Consider the following examples of the use of coupons:
On a pack to encourage repeat purchase In coupon books sent out in newspapers allowing customers to redeem the coupon at a retailer - A cut-out coupon as part of an advert On the back of till receipts The key objective with a coupon promotion is to maximise the redemption rate this is the proportion of customers actually using the coupon. One problem with coupons is that they may simply encourage customers to buy what they would have bought anyway. Another problem occurs when retailers do not hold sufficient stocks of the promoted product causing customer disappointment. Use of coupon promotions is, therefore, often best for new products or perhaps e encourage sales of existing products that are slowing down.
Gift with purchase The gift with purchase is a very common promotional technique. It is also known as a premium promotion in that the customer gets something in addition to the main purchase. This type of promotion is widely used for: Subscription-based products (e.g. magazines) Consumer luxuries (e.g. perfumes)
Competitions and prizes Another popular promotion tool with many variants. Most competition and prize promotions are subject to legal restrictions.
Money refunds Here, a customer receives a money refund after submitting a proof of purchase to the manufacturer. These schemes are often viewed with some suspicion by customers particularly if the method of obtaining a refund looks unusual or onerous.
Frequent user / loyalty incentives Repeat purchases may be stimulated by frequent user incentives. Perhaps the best examples of this are the many frequent flyer or user schemes used by airlines, train companies, car hire companies etc.
Point-of-sale displays
Research into customer buying behaviour in retail stores suggests that a significant proportion of purchases results from promotions that customers see in the store. Attractive, informative and well-positioned point-of-sale displays are, therefore, very important part of the sales promotional
1. Increasing Competition:
The air of change is gaining momentum after the introduction of economic liberalization. Due to increase in competition, companies are finding it increasingly difficult to compete on quality. They are therefore resorting to more innovative methods of sales promotion. In order to have a competitive advantage over its competitors like Levis, Pepe, Killer and others, Spykar Jeans, once a year has a grand sale of upto 50%.
Under these circumstances, advertising messages are unable to strongly influence the consumers perceptions and create brand franchise. As a result of these perceptions of similarity among brands, marketers have no way but to compete on the basis of extra benefit offered through sales promotion. Competing companies struggle to capture market share by using every tool likely to bring sales success. There are many unbranded jeans sold at shopping malls and places like linking road, bandra which are bought at half the price of actual branded jeans. People who are money conscious buy such jeans. Therefore, Spykar Jeans comes up with such discounts, which helps them in increasing their sales and also in stock clearance, if any.
5. Consumer Acceptance: As competition intensifies and promotions proliferate, consumers have learnt to earn the rewards of being smart shoppers. Over a period of time, they have also learnt that brands on promotion are not necessarily of lower quality. Spykar Jeans, if sold at disount rates, are not perceived to be a brand of low quality. Instead, if word is out of a mega discount scheme for Spykar Jeans, then people even time their purchase accordingly. 7.Trade Has Become More Powerful:
Retailers and wholesalers have become powerful and find themselves in a position to demand extra facilities from the companies. They Channel members demand more incentives to get the desired results. Manufacturers do not seem to have any alternatives but to concede to their demands, keeping in view the competitive market conditions. In shopping malls like Globus and Lifestyle, decent margins have to be paid to them in order to have shelf visibility for your brand.
Advertisement and Pharmaceutical industry: The advertisement of pharmaceutical products should be truthful. There should not be any wrong statement regarding its contents and their percentage. It should provide full details regarding the action and uses, proprietary name as well as the genetic name, dosage form, mode of administration, side effects, treatment of toxic, effects, precautions and contraindications. The above statement should be truthful, scientifically correct and proved. W.H.O (World Health Organization) has passed this resolution regarding advertising of the pharmaceutical products. The purpose of advertising in the ethical pharmaceutical market is the same as that for any other products there are a lot of restrictions on it. A customer (patient) cannot use a medicine without proper prescription of a physician. The majority of pharmaceutical products and their direct advertisement are prohibited according to the drug and magic remedies (objectionable advertisements) act. However, general/home remedies, products, such as, pain balm, inhalers, Iodex, antiseptic creams and other products, which do not require any prescription for their purchase can be advertised by any of the direct methods of advertisement. There are following methods which are used for advertising pharmaceutical products: Direct mailing Newspaper, professional magazines and journals Television, radio and other audio visual media Personal contact or detailing Miscellaneous methods Direct mailing: In this method a mailing list of registered medical practitioners, chemists and druggists is prepared. Letter, leaflets, folders and catalogues are sent to them regularly through mail to inform them of the details of the products manufactured by the firm. Mail advertising has a personal appeal because it is addressed to a particular person. It also maintains secrecy in advertising. The main drawback of this technique is that it has the limited coverage. Television radio and other audiovisual media: Television is the latest and the fastest growing medium of advertising. It is very effective medium because it appeals to both the eye and ear. The product can be demonstrated and explained on the television. However, it is very costly method of advertising. Radio advertising is becoming more popular these days and the advertisements are generally transmitted through commercial services of All India radio. Radio advertisements carry an effective appeal as they reach out to all sections of
society. People can listen to them even when they are busy with other activities. The big pharmaceutical companies generally sponsor entertaining programs on TV and radio to popularize themselves and their products. Personal contact or detailing: It is a process of sales promotion and advertisement by personal contacts. The pharmaceutical manufacturers engage persons (sales representatives and medical representatives) for making personal contacts with sellers or prescribes and influence them in favor of their products. This method of advertisement is very costly. However, the pharmaceutical manufacturing companies for the following reasons prefer it. It provides an opportunity to inform the physician about new products of the firm It also helps to refresh the memory of physicians regarding the old products of the firm It clears doubts a physician may have regarding a particular product of the company It helps to have a feed back from physicians regarding the products of the firm It provides the company with an opportunity to demonstrate and explain its products. Miscellaneous methods: Posters, billboards and electrical displays are also used for advertisements. The posters are pasted on walls. Billboards are part on electrical poles and at crossings. Colorful electrical lights in artistic designs or neon signs are put up at railway stations, bus stops and other public places. Out door advertising is highly flexible and attracts immediate public attention. Many pharmaceutical firms offer gift items to the physicians and retailers to pass on to selective customers. These items may be diaries, ball pen, penholders, desk trays, key chains, paperweights and calendars. These articles are of the daily use and therefore they continuously remind their uses of the firm and its products. Generally the name and address of the advertiser is printed or inscribed on those items. Essential features of good advertisements: The text or body of an advertisement is known as an advertising copy. It contains headings, messages, advertisers name and address, photographs etc. The advertising copy should be carefully drafted so as to include the following essential features It should be made attractive by using pictures; headline, attractive boards etc. so as to make people read, see or listen to it. It should create a permanent impression on the minds of people. Repeated use of a brand name of trademarks is very helpful.
It should give useful suggestions to the public. For example, the advertisement of Vicks 500 tablet suggests its use for cold and cough. It should educate the people about the use of the product and its benefits. For example, in the advertisement of baby milk powder, the instructions for
preparing milk are required. It must contain solid arrangement and proof to convince the consumers about the superior quality of the product. For example, Anacin tablet relives pain faster as it is micro fined. It should create the need for the product in the minds of the people. It should appeal to the various instincts of the people. It should induce people to buy the advertised product. Window display: This is one of the mediums of advertising and sales promotion. The goods are exhibited in artistically laid-out window in front of the shops or at important business centers like railway stations, bus stops. Big business firms set up large show rooms to display their products. The retail chemists exhibit their products in the show windows of their shops. The main aim of window display is to attract customers and thus to promote sales. It creates a good impression about the retail pharmacy. The following principles of window display should be kept in mind. It should reflect the characters of pharmacy. For this purpose the insignia of pharmacy (green cross +) should be fixed. It should display seasonal items. It should show the price of items. The window display should be well lit during night. The items displayed in the window should be changed frequently gives freshness and newness to the display. It should include certain moving objects if it is compatible with the display. There should be decorative background of the display, which can be made by using colored wallpapers, thermo-cool, flowers of good quality stain cloth etc. The color plays an important role in window display. It helps in arresting the attention of passerby and creates a pleasing impression. The colors have the attention value in the following order Red > orange > yellow > green > blue Dark and light shades of the same color can attract the attention of large people. It is better to use a deep color in contrast with or in harmony with other colors. Brilliant lighting in window display attracts people. The reflector concealed at the top and front the merchandise should be used. Colored lighting of the entire window is not effective for drug stores. Only the non-ethical products should be displayed in show windows. The table below indicates both contrasting and harmonizing color combinations with primary colors that make for impressive window display.
Image
Advantages of window display: Window display acts as a silent salesman for promotion sales It is a good methods of advertising It makes a drug store move decorative and attractive It attracts the customers as the passerbys It creates good impression on the customers when he enterd the drug store
Brand name
Composition Company Escitalopram 10 mg, DEPRAN tab INTAS Clonazepam 0.5 mg Escitalopram 10 mg, DEPRAN-H tab INTAS Clonazepam 0.25 mg Escitalopram 5mg, DEPRAN-L tab INTAS Clonazepam 0.25 mg Escitalopram 10 mg, DEXANIL PLUS tab CONSEN PHARMA
Packing 10 10 10 10
Clonazepam 0.5 mg Escitalopram 10 mg, Clonazepam 0.5 mg Escitalopram 10 mg, Clonazepam 0.5 mg Escitalopram 10 mg, Clonazepam 0.5 mg
INTRODUCTION OF DRUG
Clonazepam is a benzodiazepine drug having anxiolytic, anticonvulsant, muscle relaxant, and hypnotic properties. It is marketed by Roche under the trade name Klonopin in the United States and Rivotril in Argentina, Australia, Brazil, Canada, Mexico and Europe. Other names such as Ravotril, Rivatril, Rivotril, Clonex, Paxam or Kriadex are known throughout the rest of the world.[citation needed ] Clonazepam has an unusually long elimination half-life of 1850 hours, making it generally considered to be among the long-acting benzodiazepines. Clonazepam is a chlorinatedderivative of nitrazepam and therefore a chloro-nitrobenzodiazepine. Clonazepam has a slow onset with a peak four hours after ingestion. It has high effectiveness rate
and low toxicity in overdose but, as most medications, it may have drawbacks due to adverse reactions including paradoxical effects and drowsiness. Other long-term effects of benzodiazepines include tolerance, benzodiazepine dependence, and benzodiazepine withdrawal syndrome, which occurs in a third of people treated with clonazepam for longer than four weeks. Clonazepam is classified as a high potency benzodiazepine. The use of clonazepam in long term treatment is inhibited by its ability to induce tolerance to the anticonvulsant effects. However, in a study of patients with epilepsy, the medication could be withdrawn successfully in most patients. In some patients seizures control was reduced after withdrawal, but reintroduction of Clonazepam rapidly resulted in control of the epilepsy. No significant change in cognitive function, mood or behaviour was noted in the patients who discontinued CZP. The benzodiazepine clorazepate may be an alternative to clonazepam due to a slow onset of tolerance and availability in slow-release formulation to counter fluctuations in blood levels. The pharmacological property of clonazepam as with other benzodiazepines is the enhancement of the neurotransmitter GABA via modulation of the GABAA receptor.
Introduction: The Pharmaceutical industry in India is the world's third-largest in terms of volume and stands 14th in terms of value At the forefront of the growth in the pharmaceutical industry in India is Gujarat. Accounting for nearly 42 percent share of Indias pharmaceutical turnover, 22 percent of its drug exports and 20 percent of its chemicals output, Gujarats pharmaceutical industry has evolved in to an innovation-driven, knowledge-focused industry.
The Indian Pharmaceutical sector is highly fragmented with more than 20,000 registered units. It has expanded drastically in the last two decades. The leading 250 pharmaceutical companies control 70% of the market with market leader holding nearly 7% of the market share. It is an
extremely fragmented market with severe price competition and government price control.
BCC HEALTHCARE is an innovative ahmedabad based pharmaceutical company that markets a broad range of healthcare products. The groups operations range from API to different formulations. Headquartered in the city of Ahmadabad in India.BCC HEALTHCARE have a different kind of products cardiac, diabetic, neurologic and psychotric drugs.
objective :-
To find out best sales promotion technique To design new marketing method for psychiatrist drugs
specific aim :-
To check the different marketing technique used by different pharmaceutical company To implement new method by analysis and research in market To study the Physician perspective.
The study will provide deeper understanding of different types of sales promotion technique available in the market.
This will let us know the current marketing practices of different company
This study will provide us the status of different marketing strategy available in the market.
This will give us information about the need to do research and designing new marketing sales technique and establish a good brand in the market
The data and questionnaire will help us to know the insides of Doctors perspective
sources of data:
(i) Primary data collection : Primary data will be collected through Questionnaires by interviewing the physician as well as medical store keeper.
time budget: Time duration 1st week Programmed schedule About Industry
2nd week and 3rd week 4th week and 5th Week 6th week
limitation of study: The study has the following limitations. Any study having a bearing on attitude, incomplete, wrong information and non-responses to some questions cannot be avoided. Due to paucity of time and the resources available, the study was restricted to limited respondents only.
TITLE : Educational initiatives for medical and pharmacy students about drug promotion: (an international cross-sectional survey)
BY
EUROPEAN UNION
Introduction: Increasing attention is being paid to the relationship between health professionals and the pharmaceutical industry. Education of medical and pharmacy students has a crucial role to play in preparing future practitioners to respond appropriately to drug promotion. This is the first international survey to examine the extent to which medical and pharmacy students are being educated about drug promotion.
Methods: A global list of pharmacy and medical schools was developed based on relevant Internet sites as well as information supplied by the World Health Organization (WHO). Deans of these institutions were contacted from July to December 2004 to ask whether or not the institutions were educating students about drug promotion (e.g. critical evaluation and responses to promotion); if so, contact information for educators was requested. Additionally, notices were placed on email listserves
A more detailed questionnaire was sent to educators between January and April 2005. The questionnaire covered the following issues: amount of time spent on this type of education, placement in the curriculum, types of promotional activities, regulatory and ethical issues covered, educational techniques, materials developed, evaluation, judgment of success and identification of barriers to success. English, French and Spanish versions of the questionnaire were produced. Nonrespondents received up to two followup questionnaires at 10day intervals. Replies were included if they reported educating medical or pharmacy students about responses to any aspect of drug promotion. Those only reporting education about how to promote products, for example training for sales representatives, were excluded. The analysis of results is descriptive. Responses were classified by health profession (pharmacy or medicine) and by location within a WHO region. Exploratory chi square analysis was carried out to identify potential differences between pharmacy and medical faculty responses, using EpiInfo 2000. These differences should be interpreted a generating hypotheses for further study.
Result: This is the first survey of educational initiatives for pharmacy and medical students about drug promotion. Although the results are exploratory they do provide a snapshot of the types of education that are going on, the subject matter, techniques and aims. Many medical and pharmacy educators recognize the need for education about drug promotion and have incorporated this topic into their work, often integrating it into curricula on therapeutics, pharmacology or professional ethics. However, often this is only a one to two hour lecture. In some cases this occurs with little support from colleagues or the educational institution. Opposition from other faculty members and the low priority allocated to this topic were frequently mentioned as barriers to success. Thus, many students are receiving minimal preparation for ethical and patient care choices they will face after graduation. The lack of importance of drug promotion in medical and pharmacy education stands in stark contrast to the large volume of drug promotion targeting health professionals, and the body of empirical evidence indicating that promotion affects behaviours, health care quality and costs. Many of the survey respondents expressed frustration at the lack of importance allocated to drug promotion in health professional education, and expressed a desire to do more
Interpretation: I have cover almost area of ahmedabad and near by ahmedabad for visiting doctor and take their view about my study. So that I can take the exact and right decision about the study.
Q.2 how many medical representative do you meet on an average in one day?
No. of doctors 12 14 9 10 5
No. of MR meet 1 2 3 4 5
% of doctors 24 28 18 20 10
interpretation: Most of the doctors meets MR on the mid of the week They generally dont prefer to meet at starting or ending of the week because of their busy schedule In the beging after weekend at the start of the weekend they get busy so have no spare time for any medical representative.
Q.4 which company MR generally come for the promotion of anti anxiety drug?
Interpretation: Generally all the major and minor companys MR meet doctor to promote their brand And all the major and minor company venture in production of psychiatric drug as it is the major disorder now a day. To convince doctor about brand is the best sales promotion technique. Doctors are also interested to promote good brand of company
Q.5 which type of mental disorder generally you observe in patient now a day?
Interpretation: Now a day as per the doctor opinion anxiety is the mental disorder generally observed in to the patients. So for the cure of the anxiety clonazepam has broder scope to promote the brand. Clonazepam is the most prescribe drug for anxiety.
Q.6 do you think sales promotion techniques really helpful to promote the drug?
Interpretation: Most of the doctor around 80% doctors believe that sales promotion techniques adopted by the company is really helpful to increase the sell of of drug like any other product. While 20% doctors dont think that it is helpful. Because they believe in brand and company and dont interested to prescribe any other brand
Interpretation: Almost 50% doctors think that the sampling is the best promotional techniques for the promotion of the drugs. So, most of the doctor want sample of brandfrom the company. They give lees preference to the coupans and gifts as they belive in the quality product of the company
Interpretation: Most of the doctor rank around 40% rank one to the sampling After they give second preference to the article and journals and confereance as they helpful to aware doctors about the new drug and new brand of company Conference of doctor helpful to communicate with each other and hence enhance knowledge about the drug They give less preference to the coupons and gift like thing.
Q.9 Are you satisfy with the company,s sale promotion techniques?
Interpretation: Almost 60% doctor are neutral or satisfied with the sales promotion techniques adopted by the company While 20% are highly satisfired with that. While other 20% are dissatisfied or highly dissatisfied with the sale promotion techniques.
Suggestion from the dissatisfied doctors: They suggest that for promotion of brand not only with doctor but company should maintain good relation with seller as well as the distributor company updated they brand time to time with the doctors company give some annual jornal and held conference to aware the doctors about brand company held such type of event for doctors to aware about the brand
Interpretation: The chemist meet maximum 3 MR on an average in a one day. The no. of MR which meet chemist is less than the no. of MR which meet to the doctor Company give more preference to doctors for the promote the brand They give less preference to the chemist as they give the medicine as per the doctors, prescription.
Q.2 do you get any prescription of BCC health care brand CLODEP-MD
Interpretation: Most of above 50% chemist get the prescription of the BCC healthcare brand CLODEP-MD which contain clonazepam anti anxiety drug. That shows that company do good sales promotion. But it is not up to the mark so company shoulds give more efforts to promote the brand and adopt new techniques for that.
Q.3 how many percentage of prescription of clonazepam drug from any othe company?
Interpretation: Chemist generally get the prescription for clonazepam drug from the well known company. As they promote their brand very well. They get most prescription from from cedilla and torrents. They get less prescription for any other local companies.
Q.4 what type of services you generally offer for the sales promotion of drug?
Interpretati: Company offer the discount and at some extent margin to the chemist fot promote their drugs. Company give less preference to sampling to chemist. For promotion company provide posters and gifts to the chemist
Interpretation: Most of the chemist prefer high margin as a first preference and second preference is gifts and discount. They give less preference to the sample as it is not helpful to them. They get less preference for the coupons and vouchers. As some of chemist dont get interested in that.
Interpretation: Most of the chemist are neutral or dissatisfy from the services offered by the company. About 20% chemist are satify with the services Chemist are not satisfied because they get lees preference as compare to the doctors to promote their drugs.
Time: At the afternoon most of the doctors and chemist are not available.so, waste of of the time. at morning and evening doctors are very busy so,cant get proper response
Not proper response: Chemist does not want to disclose any information in todays highly competitive market
Travelling: In my project I have to travel different location which consume lots of time.
CHAPTER-9 FINDINGS
doctor find increasing the patient of mental disorder&mental disease is one of the major disease now a day so, border opportunity for sales promotion of psychiatric drug. Anxiety is the primary level for majo mental disorders. And clonazepam is major drug to cure the anxiety. So company can get more focus to promotr sells of this drug. Every doctor prefer this drug at the primary stage of mental disorder. CLODEP-MD is brand for clonazepam drug from the BCC healthcare and doctor are aware about that. Sales promotion techniques are good to increase the sells of the drug.
CHAPTER-10 CONCLUSION
it is obvious that in any business market analysis is most important aspects so,from the analysis of our research project we have conclude that, Because of lack proper marketing and promotional activities, the doctors may not aware of the brand of clonazepam drug After analyzing the various sales promotional techniques we have conclude that, Best promotional techniques among the doctor is sampling They give less preference to the coupons and voucher And best promotional techniques among the chemist is gifts and discounts They give less preference to the sampling.
CHAPTER-11 SUGGESTION
According to the survey, we have conclude that doctors and chemists are interested in sales promotion techniques which is offer by the company. So, company should do following things Company should promote its brand more efficiently Company should develop and strenthen its marketing and promotional techniques Company should conduct seminar and event of doctors to get aware about brand Company should hold conference of doctor to communicate with them for their suggestion Company should maintain good relation with doctors and chemists Company shold provide hordings and poster for promotion of brand Company should provide journal magazine &guideline to aware doctors and chemist about newly introduce drug.
HYPOTHESIS
H0:companys growth does not depend upon sales promotion techniques H1: companys growth does depend upon sales promotion techniques
Chi-Square Tests Value df Asymp. Sig. (2-sided) Pearson ChiSquare Likelihood Ratio N of Valid Cases 35.031a 34.075 70 32 32 .326 .368
Conclusion: HO is rejected and H1 is accepeted So companys growth does depend upon sales promotion techniques And company generally emphasis on to the sales promotion techniques
CHAPTER-12 BIBLIOGRAPHY
http://www.pharmainfo.net/reviews/role-advertisement-and-sales-promotion-pharmaceuticalmarketing-review http://stockshastra.moneyworks4me.com/pharma-sector-india-stock-overview-and-analysis/ http://www.scribd.com/doc/23492163/Sales-Promotion http://www.dnb.co.in/pharmaceutical/overview.asp http://www.slideshare.net/fouresspanchavati/pharma-industry-an-overview http://www.slideshare.net/sushant_mishra1/pharmaceutical-industry-india http://www.pharmaceutical-drug-manufacturers.com/pharmaceutical-industry/ www.icra.in/Files/ticker/Indian%20Pharmaceutical%20Sector.pdf http://hcrenewal.blogspot.in/2008/10/how-pharmaceutical-companies-disguise.html http://www.ehow.com/info_8482145_factors-affecting-growth-pharmaceutical-industry.html http://www.pharmainfo.net/reviews/role-advertisement-and-sales-promotion http://www.pharmainfo.net/reviews/role-advertisement-and-sales-promotion-pharmaceuticalmarketing-review http://www.123eng.com/forum/f12/problems-prospects-sales-promotion-pharmaceutical-62335/ http://www.nistads.res.in/indiasnt2008/t4industry/t4ind18.htm http://www.bdmai.org/history.php http://articles.economictimes.indiatimes.com/2010-03-07/news/28443868_1_generic-medicinesindia-tops-pharmaceutical-industry www.cdriindia.org/I32007content%20page.pdf www.cci.in/pdf/surveys_reports/indias_pharmaceutical_industry.pdf www.eximbankindia.com/op/oplast.pdf pharmabiz.com/ArticleDetails.aspx?aid=69401&sid=3 www.cci.in/pdf/surveys_reports/indian-pharmaceuticals-industry.pdf http://www.pharmaceutical-drug-manufacturers.com/pharmaceutical-industry/ www.pharmapropack.com/media_announcement.pdf http://www.dnb.co.in/pharmaceutical/overview.asp http://hcrenewal.blogspot.in/2008/10/how-pharmaceutical-companies-disguise.html drypen.in/sales-promotion/techniques-of-sales-promotion.html
Books: Richard Levin, david rubin(7th edition)statistics for management.pearson publication. Philip kotler &Kevin lane keller(7th edition)marketing management.pearson publication. H.P.Rang,M.M dale(7th edition)pharmacology.elsevier publication K.D. tripathi(6th edition)essential of medical pharmacology.jaypee publishers.
ANNEXURE QUESTIONNAIRE[i] v. For doctor: Name : ________________________________________________________ Surname first name middle name
Gender : Age
male ____
: 20-30______ 40-50_____
2.how many medical respresentative do you meet in one day? 1___ 4___ 2_____ 5____ 3____
3. on which day do you generally meet MR? Monday___ Thusday___ Tuesday____ Friday____ Wednesday___ Saturday____
4.which company MR generally come to meet you? Cedilla___ Dr. redy__ torrent___ glaxosmith kline__ Pfizer___ other____
5. what type of mental disorder you generally observe in patients? Pchizofrenia_____ Dipression_____ fobia___ other__ anxiety____
6.do you think sale promotion techniques help to increase the sales of medicine? Yes___ no___________
7.what type of sales promotion techniques you prefer? Sample____ Article&journal____ coupan____ conference___ gifts_____ other___
9.are you satisfy with the companys sale promotion techniques? Highly satisfied___ Neutral____ Highly dissatisfied____ 10. suggestion:_______________________________________________ satisfy______ dissatisfy_____
v. For chemist: 1.how many MR meet you everage in a day? 1____ 4_____ 2___ 5____ 3__
2.do you get any prescription of BCC health care clodep-MD? Yes____ no_____
3.how many percentage of prescription of any other company for clonazepam Torrent ______ Cipla _______ cadila_____ other _____ sunpharma ______
drug?
4.what type of services you offer generallyfor the sale promotion of drug? Discount_____ Coupons_____ sample____ other_____ gift_____
5.what you expect from the company?(rank) Discount_____ Gifts_______ coupan________ hordings _____ sample_____
6.are you satisfy of services offered by company? Highlysatisfied____ Dissatisfied_____ satisfied_____ highlydissatified_____ neutral_____
A SUMMER PROJECT REPORT ON A STUDY ON VARIOUS SALES PROMOTION TECHNIQUES FOR NEUROLOGICAL DRUG
IN PARTIAL FULLFILLMENT OF THE REQUIREMENT OF THE AWARD FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION IN GUJARAT TECHNOLOGICAL UNIVERSITY UNDER THE GUIDANCE
N.R. INSTITUTE OF BUSINESS MANAGEMENT M.B.A PROGRAMME AFFICIATED TO GUJARAT TECHNOLOGICAL UNIVERSITY AHMEDABAD
CERTIFICATE
This is to certify that Ms. Pratik govani (enrollment No.117350592057 )student of N.R.institute of business management has successfully completed his summer project on study on various sales promotion technique for psychiatric drugs at BCC healthcare pvt.ltd. in partial fulfillment of the requirement of MBA programme of Gujarat technical university.this is his original work and has not submitted elsewhere.
Date:
Place:
PREFACE
I know that training is for the development and enhancement of the knowledge in particular field. It can never be possible to make a mark in todays competitive era only with theoretical knowledge when industries are developing at global level, practical knowledge of administration and management is very important. Hence, practical study is of great important to M.B.A. students.
With the views of expanding the boundaries of thinking, I have under gone summer training at BCC healthcare pvt. Ltd. Time period of training was 6 weeks. This project is helpful for me to gain practical knowledge. it was very helpful me to get deep understanding of pharma company as well as pharma industry as I m from the pharmacy back ground.
ACKNOWLEDGEMENT
Completing successfully my project report, I am indeed inbeted to alarge number of people who have encouraged and helped me in a many ways. It is indeed a privileged to express our gratitude
have encouraged and helped me in a many ways. It is indeed a privileged to express our gratitude to the people involve to make my project report completed.
My profound and sincere thanks to Chirag Sheladiya, who consented to be my project advisor. it is with pleasure of immense gratitude that I express my most cardial and humble thanks to my internal guide Dr. Hitesh Ruparel for their valuable guidance, constant help, motivation, suggestion and encouragement through out course of my work.
Besides I am also thankful to our faculty members and all the persons who have directly or indirectly helped me carrying out my study successfully.
EXECUTIVE SUMMARY
Now a days sales promotion techniques are widely use by marketing representative of pharmaceutical company. Due to globalization and competitive environment of the pharmaceutical industry various pharmaceutical company use various sales promotion technique to influence doctors. So for gaining sales of pharma products , company gives various articles, gifts, samples etc. Various company use various technique to doctors so, they prescribe their companys drugs.
This project is based on analyzing to various sales promotion techniques and find out which is most favorable among doctors. For that we visited various Doctors and medical shop to collect the data through the help of questionnaire which contain 15 questions
On the basis of data and research various charts are prepared, we have at end given the research
findings and conclusion. And on the basis of our findings we have given suggestion and recommendations
TABLE OF CONTENT
PERTICULAR
PAGE NO.
Growth Pestle analysis Five force analysis Literature review Industry profile Company profile Introduction of sale promotion Analysis Hypothesis and testing Limitation Finding Conclusion Suggestion/recommendation Bibliography/annexure
LIST OF TABLE/GRAPHS/DIAGRAM
SR NO. 1. 2 3 4 5 6 7 8 9 10
PERTICULAR GROWTH OF PHARMA INDUSTRY PESTLE ANALYSIS PESTLE ANALYSIS FIVE FORCE ANALYSIS MEDICINE FOR MD PHYSICIAN MEDICINE FOR SURGON MEDICINE FOR PSYCHIATRIC MEDICIE FOR NEUROLOGIST MEDICINE FOR GYNAECOLOGIST SWOT ANALYSIS
TABLE NO. 1 2 3 4 5 6 7 8 9 10
PAGE NO.
Introduction: The Indian pharmaceutical industry ranks among the top five countries by volume (production) and accounts for about 10% of global production. The industrys turnover has grown from a mere US$ 0.3 between in 1980 to about US$ 21.73 between in 2009-10. Low cost of skilled manpower and innovation are some of the main factors supporting this growth. According to the Department of Pharmaceuticals, the Indian pharmaceutical industry employs about 340,000 people and an estimated 400,000 doctors and 300,000 chemists.
Industry structure: The Indian pharmaceutical industry is fragmented with more than 10,000 manufacturers in the organised and unorganized segments. The products manufactured by the Indian pharmaceutical
industry can be broadly classified into bulk drugs (active pharmaceutical ingredients - API) and formulations. Of the total number of pharmaceutical manufacturers, about 77% produce formulations, while the remaining 23% manufacture bulk drugs. Bulk drug is an active constituent with medicinal properties, which acts as basic raw material for formulations. Formulations are specific dosage forms of a bulk drug or a combination of bulk drugs. Drugs are sold as syrups, injections, tablets and capsules. Formulations can be categorized under various therapeutic groups (Exhibit 2.1)
History: State of Gujarat emerged as an independent state from the than Greater Bombay state on Ist May, 1960. In the pre-independence era & until about emergence of pharmaceutical industries in Gujarat, India was not self sufficient for medicines and was a net importer of the most of bulk drugs & many formulations. In 1947 the year of Independence India' Pharmaceutical production was to the tune of Rs. 100 million only. The synergistic efforts of Central & State Governments & Indian Pharmaceutical Industry resulted in the increase of production of bulk drugs (API) and finished formulations targeting the goal of self reliance in pharmaceutical sector Gujarat leads India in pharmaceuticals and enjoys the share between 35% and 46% of the national share in pharmaceutical production over the last two decades. Ahmedabad and Vadodara are leaders in the production of generics while Ankleshwar and Vapi produce much of India's bulk drugs. The history of the pharmaceutical industry in Gujarat begins in 1907 when Alembic Chemical Works Co Ltd was formed by taking over distilleries in Baroda (Vadodara) with a view to manufacturing alcohol and tinctures primarily for pharmaceutical products. During the 1940s and 50s, companies like Sarabhai Chemicals, The Gujarat Pharmaceutical and Chemical Works, Atul Products Ltd, Allied and Cadila Laboratories were established in the post WW2 period, referred to globally as the 'therapeutic revolution'. An important landmark in the industry's history was the establishment of LM College of Pharmacy at Ahmedabad in 1947. This college has provided many entrepreneurs, technocrats and drug controllers to the pharmaceutical industry in the state.
The pharmaceutical industry grew rapidly after Gujarat was declared a state with Dr Jivraj Mehta as its first chief minister in 1960. The number of manufacturers in Gujarat grew from 117 in 1962 to more than 900 in 1985 with a major share in the country's pharmaceutical production. The revisions in the Patent Act also benefited the domestic industry in India (see foreword). Another development that impacted the pharmaceutical sector during this period was the establishment of pharmaceutical machinerymanufacturing unit, Cadmach in 1967 by Shri Ramanbhai Patel with products catering various needs of the pharma industry. During the 1990s and 2000s, Gujarat's companies saw a quantum leap in production and exports with a strong focus on regulated markets as they geared up for globalisation. The large manufacturers successfully entered the capital markets to make the most of the stock market boom to raise resources for increasing production and research facilities. During the last decade, Gujarat's pharmaceutical companies like Sun Pharma, Zydus Cadila, Torrent and Dishman have been expanding their global footprint through acquisitions, mergers and alliances with international companies and setting up subsidiaries and marketing offices overseas. Gujarat's pharma companies have also been increasingly working towards getting their facilities approved by USFDA and other international regulatory bodies to augment their market presence across regulated and semi-regulated markets. Gujarat's pharmaceutical industry is now ready for sustainable growth, major capacity expansions and an increasingly important role in global consolidation process. In India, there is an increasing spend on healthcare as the emerging economy creates higher incomes, improved health insurance penetration, and lifestyle-related diseases. On the international horizon, there are abundant opportunities for Gujarat's pharmaceutical
companies. The outsourcing of R&D with more and more products going off-patent and declining R&D productivity in many countries offers considerable possibilities for india, a preferred offshoring destination for many countries, specially for companies involved in contract research, manufacturing and clinical trials to leverage their potential. The growth of the generics sector, in which Gujarat already has a substantial share of India's production and exports, also offers much scope of sustainable growth and production expansion. Total 3507 manufacturing units engaged in manufacturing of Allopathic, Ayurvedic, Homeopethic drugs & Cosmetics.
Industry size: The domestic pharmaceutical market (IPM) grew 21.9 per cent to record sales of Rs 5,369 crore (US$ 1.01 billion) in March 2012, as compared to the previous year, according to an analysis by a market research firm, All India Organisation of Chemists and Druggists (AIOCD) AWACS. Exceptional growth in companies such as Mankind, Macleods and Micro Labs resulted in the record sales. While Mankind recorded a growth of 32.6 per cent to record sales of Rs 194 crore (US$ 36.67 million), Macleods Rs 132 crore (US$ 24.95 million) and Micro Labs with Rs 109 crore (US$ 20.60 million) grew 40 and 45.1 per cent, respectively. with its subsidiaries Abbott Healthcare and Solvay, registered sales of Rs 306 crore (US$ 57.84 million) to retain its number one position in the domestic market. The other market leaders were Cipla, GSK and Sun Pharma with sales of Rs 280 crore (US$ 52.93 million), Rs 254 crore (US$ 48.02 million) and Rs 255 crore (US$ 48.20 million), respectively. Ranbaxy's sales grew 19.2 per cent to Rs 229 crore (US$ 43.29 million) in March 2012.
SOURCE: www.cci.in/pdf/surveys_reports/indian-pharmaceuticals-industry.pdf
India's US$ 9.4 billion pharmaceutical industry is growing at the rate of 14 percent per year. It is one of the largest and most advanced among the developing countries. The Indian pharmaceutical industry can reach a market size of US$ 11.6 billion by 2011. A beginning has been made with the
signing of General Agreement on Tariffs and Trade in January 2005 with which India began recognizing global patents. Soon after, the Indian pharmacy market became a sought after destination for foreign players. Foreign direct investment into the countrys pharmacy industry touched US$ 172 million during 2005-06 having grown at a CAGR of 62.6 per cent during the period beginning 2002-06.
The sector recorded strong growth in the second quarter ended September 2007 with 8.7 $. The top ten pharmacy companies reported an impressive 57 per cent growth in consolidated net profit at US$ 314.3 million, as against US$ 200.7 million in the same quarter of the previous year, while consolidated net sales were up 51 per cent at US$ 1.7 billion
The Indian pharmaceutical industry ranks 14th in the world by value of pharmaceutical products. With a well-established domestic manufacturing base and low-cost skilled manpower, India is emerging as a global hub for pharma products and the industry continues to be on a growth trajectory. Moreover, India is significantly ahead in providing chemistry services such as analogue preparation, analytical chemistry and structural drug design, which will provide it ample scope in contract research and other emerging segments in the pharmaceutical industry. Some of the major factors that would drive growth in the industry are as follows: Increase in domestic demand: More than half of Indias population does not have access to advanced medical services, as they usually depend on traditional medicine practices. However, with increase in awareness levels, rising per capita income, change in lifestyle due to urbanisation and increase in literacy levels, demand for advanced medical treatment is expected to rise. Moreover, growth in the middle class population would further influence demand for pharmaceutical products. Rise in outsourcing activities: Increase in the outsourcing business to India would also drive growth of the Indian pharmaceutical industry. Some of the factors that are likely to influence clinical data management and bio-statistics markets in India in the near future include: 1) cost efficient research vis--vis other countries 2) highly-skilled labour base 3) cheaper cost of skilled labour 4) presence in end-to-end solutions across the drug development spectrum and 5) robust growth in the IT industry. Growth in healthcare financing products: Development in the Indian financial industry has eased healthcare financing with introduction of products such as health insurance policy, life insurance policy and cashless claims. This has resulted in increase in healthcare spending, which in turn, has benefitted the pharmaceutical industry. Demand in the generics market: During 2008-2015, prescription drugs worth about US$ 300 bn are expected to go off patent, mostly from the US. Prior experience of Indian pharmaceutical companies in generic drugs would provide an edge to them. Demand from emerging segments: Some of the emerging segments such as contract research and development, biopharma, clinical trials, bio-generics, medical tourism and pharma packaging are also expected to drive growth of the Indian pharmaceutical industry.
Investment in the Indian pharmaceutical industry 100% foreign direct investment (FDI) is allowed under automatic route in the drugs and pharmaceuticals sector, including those involving use of recombinant technology. Also, FDI up to 100% is permitted for brownfield investments (i.e. investments in existing companies), in the pharmaceuticals sector, under the Government approval route. The drugs and pharmaceuticals industry attracted foreign direct investment to the tune of US$ 9.17 bn for the period between April 2000 and January 2012.
SOURCE: http://www.strategic-planet.com/2011/01/a-pestle-analysis-for-the-pharmaceuticalindustry/
SOURCE: http://www.strategic-planet.com/2011/01/a-pestle-analysis-for-the-pharmaceuticalindustry/
Macro Analysis
SOURCE: br.org/2008/01/the-five-competitive-forces-that-shape-strategy/ar/1
Porter's Five Forces Model helps strategic business managers analyze the industry in which their companies operate to determine what can be done to get an advantage over their existing competitors and also to determine how attractive a particular industry would be for new entrants. Porter's Five Forces are: 1) Threats of entry posed by new or potential competitors; 2) Degree of rivalry among existing firms; 3) Bargaining power of buyers; 4) Bargaining power of suppliers and 5)closeness of substitute products
Below is an anlysis of the Pharmaceutical Industry using the above named forces:
1. Threats of entry posed by new or potential competitor (LOW) High entry barriers due to costs associated with research & development of new drugs (i.e. years of investment in R&D for a drug that may/may not work) Government regulation (i.e. FDA) The threat of entry posed by new or potential competitor is a LOW competitive force due to the above entry barriers & regulatory constraints.
erectile dysfunction space where Bayer & GlaxoSmithKline claim that Levitra works faster or Eli Lilly & ICOS claim that Cialis works longer than Pfizers Viagra The degree of rivalry among existing firms is a HIGH competitive force 3. Bargaining power of buyers (MEDIUM) Hospitals & other health care organizations buy in bulk quantities and exert pressure on pharmaceutical companies to keep prices in check Regular patients have lost bargaining power due to price increases in generic drugs The bargaining power of buyers is a MEDIUM competitive force. 4. Bargaining power of suppliers (LOW) Sales for the pharmaceutical industry concentrate in a handful of large players and that has decreased the bargaining power of suppliers. The bargaining power of suppliers is a LOW competitive force 5. Closeness of substitute products (HIGH) Demand for generic versus brand name drugs has increased because of the costs Generic drug companies do not have the high costs associated with the research & development of new drugs and that allows them to sell at cheaper prices The closeness of substitute products is a HIGH competitive force Overall and based on the above analysis of Porters Five Forces, we can conclude that the pharmaceutical industry is not attractive for new entrants.
BCC Health Care is one of up growing pharmaceutical company which was started in 2010 has its operation in entire Gujarat State and looking forward for the expansion in other states very soon We at BCC Health Care ensuring good quality of product and high bond relation with our customers. we at BCC Health Care offers wide range of products for various of specialty Doctors.
Sticker New2
OWNER: CHIRAG B.SHELDIYA Mobile 9825156463 e-mail [email protected] Office : A/23, First floor,vickram park society Opp.bajrang ashram, N.H. NO-8 Bapunagar,Ahmedabad-382350
Product Range:
M.D. Physician (TABLE 6) Sr.No Product 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Contain Methylcobalamine,Alpha lipoic Tab.BCC Forte Acid,Thiamine,Pyridoxine,Folic Acid Tab Cap.Rider SR Rabeprazole 20mg + Domperidone SR 30 mg Cap Tab.L-Best Levofloxacin 500 mg Tab Tab. Maxef 200 Cefixime 200 mg Tab Ferrous Ascorbate 100 Mg + Folic Acid 1.5 mg + Zinc Tab.Ferogras XT Sulfate 22.5 mg Tab.Cefpogras 50 DT Cefpodoxime 50 mg Dispersible Tab Tab.Cefpogras Cefpodoxime 100 mg Dispersible Tab 100DT Tab.Cefpogras 200 Cefpodoxime 200 mg Tab Syp.Multigras Plus Lycopene,Cynocobalamin,Multivitanim,L-lysine & 100 Minerals syrup Syp.Multigras Plus Lycopene,Cynocobalamin,Multivitanim,L-lysine & 200 Minerals syrup Tab.Clodep-MD 0.25 Clonazepam Mouth Dissolving Tab 0.25 mg Tab.Clodep-MD 0.5 Clonazepam Mouth Dissolving Tab 0.5 mg Tab. Trexol Flupentixol 0.5 + Melitracen 10 mg Tab Tab.Estodep Plus Escitalopram 10 + Clonazepam 0.5 mg Tab Tab.Thym 75 Thiamine 75 mg Tab MRP 72.00 75.00 79.00 105.00 59.00 55.00 79.00 130.00 45.00 75.00 12.70 21.70 48.00 76.00 29.00
Surgeon (TABLE 7) Sr.No Product 1 Cap.Rider SR 2 Tab. Maxef 200 Tab.Cefpogras 50 3 DT Tab.Cefpogras 4 100DT 5 Tab.Cefpogras 200 6 Tab.L-Best Syp.Multigras Plus 7 100 Syp.Multigras Plus 8 200 Contain Rabeprazole 20mg + Domperidone SR 30 mg Cap Cefixime 200 mg Tab Cefpodoxime 50 mg Dispersible Tab Cefpodoxime 100 mg Dispersible Tab Cefpodoxime 200 mg Tab Levofloxacin 500 mg Tab Lycopene,Cynocobalamin,Multivitanim,L-lysine & Minerals syrup Lycopene,Cynocobalamin,Multivitanim,L-lysine & Minerals syrup MRP 75.00 105.00 55.00 79.00 130.00 79.00 45.00 75.00
9 10 11 12
Tab.Clodep-MD Clonazepam Mouth Dissolving Tab 0.25 mg 0.25 Tab.Clodep-MD 0.5 Clonazepam Mouth Dissolving Tab 0.5 mg Tab. AP-Tek Aceclofenac 100mg + Paracetamol 500 mg Tab Methylcobalamine,Alpha lipoic Tab.BCC Forte Acid,Thiamine,Pyridoxine,Folic Acid Tab
Psychiatrist (TABLE 7) Sr.No 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Product Contain Tab.Estodep 5 Escitalopram 5 mg Tabs Tab.Estodep 10 Escitalopram 10 mg Tabs Tab.Estodep Plus Escitalopram 10 + Clonazepam 0.5 mg Tab Tab.Olizoy MD-5 Olanzapine mouth dissolving 5 mg Tab Tab.Olizoy MD-10 Olanzapine mouth dissolving 10 mg Tab Tab.Restin-LS Risperidone 2 mg+ Trihexyphenidyl 2 mg Tab Tab.Restin-PLUS Risperidone 3 mg+ Trihexyphenidyl 2 mg Tab Tab. Trexol Flupentixol 0.5 + Melitracen 10 mg Tab Tab.Clodep-MD 0.25 Clonazepam Mouth Dissolving Tab 0.25 mg Tab.Clodep-MD 0.5 Clonazepam Mouth Dissolving Tab 0.5 mg Tab.Norpride 50 Amisulpride 50 mg Tab Tab.Norpride 100 Amisulpride 100 mg Tab Tab.Thym 75 Thiamine 75 mg Tab Methylcobalamine,Alpha lipoic Tab.BCC Forte Acid,Thiamine,Pyridoxine,Folic Acid Tab MRP 37.00 56.00 76.00 32.70 55.70 24.00 31.00 48.00 12.70 21.70 51.00 86.00 29.00 72.00
Neurologist (TABLE 8) Sr.No 1 2 3 4 5 6 7 8 Product Contain Tab.Estodep 5 Escitalopram 5 mg Tabs Tab.Estodep 10 Escitalopram 10 mg Tabs Tab.Estodep Plus Escitalopram 10 + Clonazepam 0.5 mg Tab Tab. Trexol Flupentixol 0.5 + Melitracen 10 mg Tab Tab.Clodep-MD 0.25 Clonazepam Mouth Dissolving Tab 0.25 mg Tab.Clodep-MD 0.5 Clonazepam Mouth Dissolving Tab 0.5 mg Tab.Thym 75 Thiamine 75 mg Tab Methylcobalamine,Alpha lipoic Tab.BCC Forte Acid,Thiamine,Pyridoxine,Folic Acid Tab MRP 37.00 56.00 76.00 48.00 12.70 21.70 29.00 72.00
Gynecologist
Sr.No Product 1 2 3 4 5 6 7 8
Contain Ferrous Ascorbate 100 Mg + Folic Acid 1.5 mg + Zinc Tab.Ferogras XT Sulfate 22.5 mg Tab. Maxef 200 Cefixime 200 mg Tab Tab.Cefpogras 200 Cefpodoxime 200 mg Tab Syp.Multigras Plus Lycopene,Cynocobalamin,Multivitanim,L-lysine & Minerals 100 syrup Syp.Multigras Plus Lycopene,Cynocobalamin,Multivitanim,L-lysine & Minerals 200 syrup Cap.Rider SR Rabeprazole 20mg + Domperidone SR 30 mg Cap Tab.L-Best Levofloxacin 500 mg Tab Methylcobalamine,Alpha lipoic Tab.BCC Forte Acid,Thiamine,Pyridoxine,Folic Acid Tab
Bcc healthcare pharmaceutical company have a wide range of products specially for psychosis, neurologist and cardiac patients. Company have total sales of more than 5 lack in ahmedabad and more than 10 lack in Gujarat. BCCHEALTHCARE company is established in 2010 in bapunagar,Ahmedabad
swot analysis: The SWOT analysis of the industry reveals the position of the Indian pharmaceutical industry in respect to its internal and external environment.
Strengths Low cost of innovation, manufacturing and operations Low cost of skilled manpower and proven track record in design of high technology manufacturing devices.
Weaknesses Stringent pricing regulations affecting the profitability of pharma companies Presence of more unorganised players versus the organised ones, resulting in an increasingly competitive environment, characterised by stiff price competition.
Opportunities Opening of the health insurance sector and increase in per capita income - the growth drivers for the pharmaceutical industry India, a potentially preferred global outsourcing hub for pharmaceutical products due to low cost of skilled labour.
Threats Other low-cost countries such as China and Israel affecting outsourcing demand for Indian pharmaceutical products Entry of foreign players (well equipped technology-based products) into the Indian market Swot analysis for BCC healthcare(table 8)
Source:www.wikipedia.com
Introduction: sales promotion is the process of persuading a potential customer to buy the product. sales promotion is designed to be used as a short-term tactic to boost sales it is not really designed to build long-term customer loyalty. A good definition of sales promotion would be as follows: An activity designed to boost the sales of a product or service. It may include an advertising campaign, increased PR activity, a free-sample campaign, offering free gifts or trading stamps, arranging demonstrations or exhibitions, setting up competitions with attractive prizes, temporary price reductions, door-to-door calling, telemarketing, personal letters on other methods. More than any other element of the promotional mix, sales promotion is about action. It is about stimulating customers to buy a product. It is not designed to be informative a role which advertising is much better suited to. Sales promotion is commonly referred to as Below the Line promotion. Sales promotion can be directed at: The ultimate consumer (a pull strategy encouraging purchase) The distribution channel (a push strategy encouraging the channels to stock the product). This is usually known as selling into the trade
Building Product Awareness Several sales promotion techniques are highly effective in exposing customers to products for the first time and can serve as key promotional components in the early stages of new product introduction. Additionally, as part of the effort to build product awareness, several sales promotion techniques possess the added advantage of capturing customer information at the time of exposure to the promotion. In this way sales promotion can act as an effective customer information gathering tool (i.e., sales lead generation), which can then be used as part of follow-up marketing efforts. Creating Interest Marketers find that sales promotions are very effective in creating interest in a product. In fact, creating interest is often considered the most important use of sales promotion. In the retail industry an appealing sales promotions can significantly increase customer traffic to retail outlets. Internet marketers can use similar approaches to bolster the number of website visitors. Another important way to create interest is to move customers to experience a product. Several sales promotion techniques offer the opportunity for customers to try products for free or at low cost.
Providing Information Generally sales promotion techniques are designed to move customers to some action and are rarely simply informational in nature. However, some sales promotions do offer customers access to product information. For instance, a promotion may allow customers to try a fee-based online service for free for several days. This free access may include receiving product information via email. Stimulating Demand Next to building initial product awareness, the most important use of sales promotion is to build demand by convincing customers to make a purchase. Special promotions, especially those that lower the cost of ownership to the customer (e.g., price reduction), can be employed to stimulate sales. Reinforcing the Brand Once customers have made a purchase sales promotion can be used to both encourage additional purchasing and also as a reward for purchase loyalty (see loyalty programs below). Many companies, including airlines and retail stores, reward good or preferred customers with special promotions, such as email special deals and surprise price reductions at the cash register. Classification of Sales Promotion: Sales promotion can be classified based on the primary target audience to whom the promotion is directed. These include: Consumer Market Directed - Possibly the most well-known methods of sales promotion are those intended to appeal to the final consumer. Consumers are exposed to sales promotions nearly everyday, and as discussed later, many buyers are conditioned to look for sales promotions prior to making purchase decisions. Trade Market Directed Marketers use sales promotions to target all customers including partners within their channel of distribution. Trade promotions are initially used to entice channel members to carry a marketers products and, once products are stocked, marketers utilize promotions to strengthen the channel relationship. Business-to-Business Market Directed A small, but important, sub-set of sales promotions are targeted to the business-to-business market. While these promotions may not carry the glamour associated with consumer or trade promotions, B-to-B promotions are used in many industries.
Methods of sales promotion There are many consumer sales promotional techniques available, summarised in the table Price promotions Price promotions are also commonly known as price discounting These offer either (1) a discount to the normal selling price of a product, or (2) more of the product at the normal price. Increased sales gained from price promotions are at the expense of a loss in profit so these promotions must be used with care. A producer must also guard against the possible negative effect of discounting on a brands reputation
Coupons Coupons are another, very versatile, way of offering a discount. Consider the following examples of the use of coupons:
On a pack to encourage repeat purchase In coupon books sent out in newspapers allowing customers to redeem the coupon at a retailer - A cut-out coupon as part of an advert On the back of till receipts The key objective with a coupon promotion is to maximise the redemption rate this is the proportion of customers actually using the coupon. One problem with coupons is that they may simply encourage customers to buy what they would have bought anyway. Another problem occurs when retailers do not hold sufficient stocks of the promoted product causing customer disappointment. Use of coupon promotions is, therefore, often best for new products or perhaps e encourage sales of existing products that are slowing down.
Gift with purchase The gift with purchase is a very common promotional technique. It is also known as a premium promotion in that the customer gets something in addition to the main purchase. This type of promotion is widely used for: Subscription-based products (e.g. magazines) Consumer luxuries (e.g. perfumes)
Competitions and prizes Another popular promotion tool with many variants. Most competition and prize promotions are subject to legal restrictions.
Money refunds Here, a customer receives a money refund after submitting a proof of purchase to the manufacturer. These schemes are often viewed with some suspicion by customers particularly if the method of obtaining a refund looks unusual or onerous.
Frequent user / loyalty incentives Repeat purchases may be stimulated by frequent user incentives. Perhaps the best examples of this are the many frequent flyer or user schemes used by airlines, train companies, car hire companies etc.
Point-of-sale displays
Research into customer buying behaviour in retail stores suggests that a significant proportion of purchases results from promotions that customers see in the store. Attractive, informative and well-positioned point-of-sale displays are, therefore, very important part of the sales promotional
1. Increasing Competition:
The air of change is gaining momentum after the introduction of economic liberalization. Due to increase in competition, companies are finding it increasingly difficult to compete on quality. They are therefore resorting to more innovative methods of sales promotion. In order to have a competitive advantage over its competitors like Levis, Pepe, Killer and others, Spykar Jeans, once a year has a grand sale of upto 50%.
Under these circumstances, advertising messages are unable to strongly influence the consumers perceptions and create brand franchise. As a result of these perceptions of similarity among brands, marketers have no way but to compete on the basis of extra benefit offered through sales promotion. Competing companies struggle to capture market share by using every tool likely to bring sales success. There are many unbranded jeans sold at shopping malls and places like linking road, bandra which are bought at half the price of actual branded jeans. People who are money conscious buy such jeans. Therefore, Spykar Jeans comes up with such discounts, which helps them in increasing their sales and also in stock clearance, if any.
5. Consumer Acceptance: As competition intensifies and promotions proliferate, consumers have learnt to earn the rewards of being smart shoppers. Over a period of time, they have also learnt that brands on promotion are not necessarily of lower quality. Spykar Jeans, if sold at disount rates, are not perceived to be a brand of low quality. Instead, if word is out of a mega discount scheme for Spykar Jeans, then people even time their purchase accordingly. 7.Trade Has Become More Powerful:
Retailers and wholesalers have become powerful and find themselves in a position to demand extra facilities from the companies. They Channel members demand more incentives to get the desired results. Manufacturers do not seem to have any alternatives but to concede to their demands, keeping in view the competitive market conditions. In shopping malls like Globus and Lifestyle, decent margins have to be paid to them in order to have shelf visibility for your brand.
Advertisement and Pharmaceutical industry: The advertisement of pharmaceutical products should be truthful. There should not be any wrong statement regarding its contents and their percentage. It should provide full details regarding the action and uses, proprietary name as well as the genetic name, dosage form, mode of administration, side effects, treatment of toxic, effects, precautions and contraindications. The above statement should be truthful, scientifically correct and proved. W.H.O (World Health Organization) has passed this resolution regarding advertising of the pharmaceutical products. The purpose of advertising in the ethical pharmaceutical market is the same as that for any other products there are a lot of restrictions on it. A customer (patient) cannot use a medicine without proper prescription of a physician. The majority of pharmaceutical products and their direct advertisement are prohibited according to the drug and magic remedies (objectionable advertisements) act. However, general/home remedies, products, such as, pain balm, inhalers, Iodex, antiseptic creams and other products, which do not require any prescription for their purchase can be advertised by any of the direct methods of advertisement. There are following methods which are used for advertising pharmaceutical products: Direct mailing Newspaper, professional magazines and journals Television, radio and other audio visual media Personal contact or detailing Miscellaneous methods Direct mailing: In this method a mailing list of registered medical practitioners, chemists and druggists is prepared. Letter, leaflets, folders and catalogues are sent to them regularly through mail to inform them of the details of the products manufactured by the firm. Mail advertising has a personal appeal because it is addressed to a particular person. It also maintains secrecy in advertising. The main drawback of this technique is that it has the limited coverage. Television radio and other audiovisual media: Television is the latest and the fastest growing medium of advertising. It is very effective medium because it appeals to both the eye and ear. The product can be demonstrated and explained on the television. However, it is very costly method of advertising. Radio advertising is becoming more popular these days and the advertisements are generally transmitted through commercial services of All India radio. Radio advertisements carry an effective appeal as they reach out to all sections of
society. People can listen to them even when they are busy with other activities. The big pharmaceutical companies generally sponsor entertaining programs on TV and radio to popularize themselves and their products. Personal contact or detailing: It is a process of sales promotion and advertisement by personal contacts. The pharmaceutical manufacturers engage persons (sales representatives and medical representatives) for making personal contacts with sellers or prescribes and influence them in favor of their products. This method of advertisement is very costly. However, the pharmaceutical manufacturing companies for the following reasons prefer it. It provides an opportunity to inform the physician about new products of the firm It also helps to refresh the memory of physicians regarding the old products of the firm It clears doubts a physician may have regarding a particular product of the company It helps to have a feed back from physicians regarding the products of the firm It provides the company with an opportunity to demonstrate and explain its products. Miscellaneous methods: Posters, billboards and electrical displays are also used for advertisements. The posters are pasted on walls. Billboards are part on electrical poles and at crossings. Colorful electrical lights in artistic designs or neon signs are put up at railway stations, bus stops and other public places. Out door advertising is highly flexible and attracts immediate public attention. Many pharmaceutical firms offer gift items to the physicians and retailers to pass on to selective customers. These items may be diaries, ball pen, penholders, desk trays, key chains, paperweights and calendars. These articles are of the daily use and therefore they continuously remind their uses of the firm and its products. Generally the name and address of the advertiser is printed or inscribed on those items. Essential features of good advertisements: The text or body of an advertisement is known as an advertising copy. It contains headings, messages, advertisers name and address, photographs etc. The advertising copy should be carefully drafted so as to include the following essential features It should be made attractive by using pictures; headline, attractive boards etc. so as to make people read, see or listen to it. It should create a permanent impression on the minds of people. Repeated use of a brand name of trademarks is very helpful.
It should give useful suggestions to the public. For example, the advertisement of Vicks 500 tablet suggests its use for cold and cough. It should educate the people about the use of the product and its benefits. For example, in the advertisement of baby milk powder, the instructions for
preparing milk are required. It must contain solid arrangement and proof to convince the consumers about the superior quality of the product. For example, Anacin tablet relives pain faster as it is micro fined. It should create the need for the product in the minds of the people. It should appeal to the various instincts of the people. It should induce people to buy the advertised product. Window display: This is one of the mediums of advertising and sales promotion. The goods are exhibited in artistically laid-out window in front of the shops or at important business centers like railway stations, bus stops. Big business firms set up large show rooms to display their products. The retail chemists exhibit their products in the show windows of their shops. The main aim of window display is to attract customers and thus to promote sales. It creates a good impression about the retail pharmacy. The following principles of window display should be kept in mind. It should reflect the characters of pharmacy. For this purpose the insignia of pharmacy (green cross +) should be fixed. It should display seasonal items. It should show the price of items. The window display should be well lit during night. The items displayed in the window should be changed frequently gives freshness and newness to the display. It should include certain moving objects if it is compatible with the display. There should be decorative background of the display, which can be made by using colored wallpapers, thermo-cool, flowers of good quality stain cloth etc. The color plays an important role in window display. It helps in arresting the attention of passerby and creates a pleasing impression. The colors have the attention value in the following order Red > orange > yellow > green > blue Dark and light shades of the same color can attract the attention of large people. It is better to use a deep color in contrast with or in harmony with other colors. Brilliant lighting in window display attracts people. The reflector concealed at the top and front the merchandise should be used. Colored lighting of the entire window is not effective for drug stores. Only the non-ethical products should be displayed in show windows. The table below indicates both contrasting and harmonizing color combinations with primary colors that make for impressive window display.
Image
Advantages of window display: Window display acts as a silent salesman for promotion sales It is a good methods of advertising It makes a drug store move decorative and attractive It attracts the customers as the passerbys It creates good impression on the customers when he enterd the drug store
Brand name
Composition Company Escitalopram 10 mg, DEPRAN tab INTAS Clonazepam 0.5 mg Escitalopram 10 mg, DEPRAN-H tab INTAS Clonazepam 0.25 mg Escitalopram 5mg, DEPRAN-L tab INTAS Clonazepam 0.25 mg Escitalopram 10 mg, DEXANIL PLUS tab CONSEN PHARMA
Packing 10 10 10 10
Clonazepam 0.5 mg Escitalopram 10 mg, Clonazepam 0.5 mg Escitalopram 10 mg, Clonazepam 0.5 mg Escitalopram 10 mg, Clonazepam 0.5 mg
INTRODUCTION OF DRUG
Clonazepam is a benzodiazepine drug having anxiolytic, anticonvulsant, muscle relaxant, and hypnotic properties. It is marketed by Roche under the trade name Klonopin in the United States and Rivotril in Argentina, Australia, Brazil, Canada, Mexico and Europe. Other names such as Ravotril, Rivatril, Rivotril, Clonex, Paxam or Kriadex are known throughout the rest of the world.[citation needed ] Clonazepam has an unusually long elimination half-life of 1850 hours, making it generally considered to be among the long-acting benzodiazepines. Clonazepam is a chlorinatedderivative of nitrazepam and therefore a chloro-nitrobenzodiazepine. Clonazepam has a slow onset with a peak four hours after ingestion. It has high effectiveness rate
and low toxicity in overdose but, as most medications, it may have drawbacks due to adverse reactions including paradoxical effects and drowsiness. Other long-term effects of benzodiazepines include tolerance, benzodiazepine dependence, and benzodiazepine withdrawal syndrome, which occurs in a third of people treated with clonazepam for longer than four weeks. Clonazepam is classified as a high potency benzodiazepine. The use of clonazepam in long term treatment is inhibited by its ability to induce tolerance to the anticonvulsant effects. However, in a study of patients with epilepsy, the medication could be withdrawn successfully in most patients. In some patients seizures control was reduced after withdrawal, but reintroduction of Clonazepam rapidly resulted in control of the epilepsy. No significant change in cognitive function, mood or behaviour was noted in the patients who discontinued CZP. The benzodiazepine clorazepate may be an alternative to clonazepam due to a slow onset of tolerance and availability in slow-release formulation to counter fluctuations in blood levels. The pharmacological property of clonazepam as with other benzodiazepines is the enhancement of the neurotransmitter GABA via modulation of the GABAA receptor.
Introduction: The Pharmaceutical industry in India is the world's third-largest in terms of volume and stands 14th in terms of value At the forefront of the growth in the pharmaceutical industry in India is Gujarat. Accounting for nearly 42 percent share of Indias pharmaceutical turnover, 22 percent of its drug exports and 20 percent of its chemicals output, Gujarats pharmaceutical industry has evolved in to an innovation-driven, knowledge-focused industry.
The Indian Pharmaceutical sector is highly fragmented with more than 20,000 registered units. It has expanded drastically in the last two decades. The leading 250 pharmaceutical companies control 70% of the market with market leader holding nearly 7% of the market share. It is an
extremely fragmented market with severe price competition and government price control.
BCC HEALTHCARE is an innovative ahmedabad based pharmaceutical company that markets a broad range of healthcare products. The groups operations range from API to different formulations. Headquartered in the city of Ahmadabad in India.BCC HEALTHCARE have a different kind of products cardiac, diabetic, neurologic and psychotric drugs.
objective :-
To find out best sales promotion technique To design new marketing method for psychiatrist drugs
specific aim :-
To check the different marketing technique used by different pharmaceutical company To implement new method by analysis and research in market To study the Physician perspective.
The study will provide deeper understanding of different types of sales promotion technique available in the market.
This will let us know the current marketing practices of different company
This study will provide us the status of different marketing strategy available in the market.
This will give us information about the need to do research and designing new marketing sales technique and establish a good brand in the market
The data and questionnaire will help us to know the insides of Doctors perspective
sources of data:
(i) Primary data collection : Primary data will be collected through Questionnaires by interviewing the physician as well as medical store keeper.
time budget: Time duration 1st week Programmed schedule About Industry
2nd week and 3rd week 4th week and 5th Week 6th week
limitation of study: The study has the following limitations. Any study having a bearing on attitude, incomplete, wrong information and non-responses to some questions cannot be avoided. Due to paucity of time and the resources available, the study was restricted to limited respondents only.
TITLE : Educational initiatives for medical and pharmacy students about drug promotion: (an international cross-sectional survey)
BY
EUROPEAN UNION
Introduction: Increasing attention is being paid to the relationship between health professionals and the pharmaceutical industry. Education of medical and pharmacy students has a crucial role to play in preparing future practitioners to respond appropriately to drug promotion. This is the first international survey to examine the extent to which medical and pharmacy students are being educated about drug promotion.
Methods: A global list of pharmacy and medical schools was developed based on relevant Internet sites as well as information supplied by the World Health Organization (WHO). Deans of these institutions were contacted from July to December 2004 to ask whether or not the institutions were educating students about drug promotion (e.g. critical evaluation and responses to promotion); if so, contact information for educators was requested. Additionally, notices were placed on email listserves
A more detailed questionnaire was sent to educators between January and April 2005. The questionnaire covered the following issues: amount of time spent on this type of education, placement in the curriculum, types of promotional activities, regulatory and ethical issues covered, educational techniques, materials developed, evaluation, judgment of success and identification of barriers to success. English, French and Spanish versions of the questionnaire were produced. Nonrespondents received up to two followup questionnaires at 10day intervals. Replies were included if they reported educating medical or pharmacy students about responses to any aspect of drug promotion. Those only reporting education about how to promote products, for example training for sales representatives, were excluded. The analysis of results is descriptive. Responses were classified by health profession (pharmacy or medicine) and by location within a WHO region. Exploratory chi square analysis was carried out to identify potential differences between pharmacy and medical faculty responses, using EpiInfo 2000. These differences should be interpreted a generating hypotheses for further study.
Result: This is the first survey of educational initiatives for pharmacy and medical students about drug promotion. Although the results are exploratory they do provide a snapshot of the types of education that are going on, the subject matter, techniques and aims. Many medical and pharmacy educators recognize the need for education about drug promotion and have incorporated this topic into their work, often integrating it into curricula on therapeutics, pharmacology or professional ethics. However, often this is only a one to two hour lecture. In some cases this occurs with little support from colleagues or the educational institution. Opposition from other faculty members and the low priority allocated to this topic were frequently mentioned as barriers to success. Thus, many students are receiving minimal preparation for ethical and patient care choices they will face after graduation. The lack of importance of drug promotion in medical and pharmacy education stands in stark contrast to the large volume of drug promotion targeting health professionals, and the body of empirical evidence indicating that promotion affects behaviours, health care quality and costs. Many of the survey respondents expressed frustration at the lack of importance allocated to drug promotion in health professional education, and expressed a desire to do more
Interpretation: I have cover almost area of ahmedabad and near by ahmedabad for visiting doctor and take their view about my study. So that I can take the exact and right decision about the study.
Q.2 how many medical representative do you meet on an average in one day?
No. of doctors 12 14 9 10 5
No. of MR meet 1 2 3 4 5
% of doctors 24 28 18 20 10
interpretation: Most of the doctors meets MR on the mid of the week They generally dont prefer to meet at starting or ending of the week because of their busy schedule In the beging after weekend at the start of the weekend they get busy so have no spare time for any medical representative.
Q.4 which company MR generally come for the promotion of anti anxiety drug?
Interpretation: Generally all the major and minor companys MR meet doctor to promote their brand And all the major and minor company venture in production of psychiatric drug as it is the major disorder now a day. To convince doctor about brand is the best sales promotion technique. Doctors are also interested to promote good brand of company
Q.5 which type of mental disorder generally you observe in patient now a day?
Interpretation: Now a day as per the doctor opinion anxiety is the mental disorder generally observed in to the patients. So for the cure of the anxiety clonazepam has broder scope to promote the brand. Clonazepam is the most prescribe drug for anxiety.
Q.6 do you think sales promotion techniques really helpful to promote the drug?
Interpretation: Most of the doctor around 80% doctors believe that sales promotion techniques adopted by the company is really helpful to increase the sell of of drug like any other product. While 20% doctors dont think that it is helpful. Because they believe in brand and company and dont interested to prescribe any other brand
Interpretation: Almost 50% doctors think that the sampling is the best promotional techniques for the promotion of the drugs. So, most of the doctor want sample of brandfrom the company. They give lees preference to the coupans and gifts as they belive in the quality product of the company
Interpretation: Most of the doctor rank around 40% rank one to the sampling After they give second preference to the article and journals and confereance as they helpful to aware doctors about the new drug and new brand of company Conference of doctor helpful to communicate with each other and hence enhance knowledge about the drug They give less preference to the coupons and gift like thing.
Q.9 Are you satisfy with the company,s sale promotion techniques?
Interpretation: Almost 60% doctor are neutral or satisfied with the sales promotion techniques adopted by the company While 20% are highly satisfired with that. While other 20% are dissatisfied or highly dissatisfied with the sale promotion techniques.
Suggestion from the dissatisfied doctors: They suggest that for promotion of brand not only with doctor but company should maintain good relation with seller as well as the distributor company updated they brand time to time with the doctors company give some annual jornal and held conference to aware the doctors about brand company held such type of event for doctors to aware about the brand
Interpretation: The chemist meet maximum 3 MR on an average in a one day. The no. of MR which meet chemist is less than the no. of MR which meet to the doctor Company give more preference to doctors for the promote the brand They give less preference to the chemist as they give the medicine as per the doctors, prescription.
Q.2 do you get any prescription of BCC health care brand CLODEP-MD
Interpretation: Most of above 50% chemist get the prescription of the BCC healthcare brand CLODEP-MD which contain clonazepam anti anxiety drug. That shows that company do good sales promotion. But it is not up to the mark so company shoulds give more efforts to promote the brand and adopt new techniques for that.
Q.3 how many percentage of prescription of clonazepam drug from any othe company?
Interpretation: Chemist generally get the prescription for clonazepam drug from the well known company. As they promote their brand very well. They get most prescription from from cedilla and torrents. They get less prescription for any other local companies.
Q.4 what type of services you generally offer for the sales promotion of drug?
Interpretati: Company offer the discount and at some extent margin to the chemist fot promote their drugs. Company give less preference to sampling to chemist. For promotion company provide posters and gifts to the chemist
Interpretation: Most of the chemist prefer high margin as a first preference and second preference is gifts and discount. They give less preference to the sample as it is not helpful to them. They get less preference for the coupons and vouchers. As some of chemist dont get interested in that.
Interpretation: Most of the chemist are neutral or dissatisfy from the services offered by the company. About 20% chemist are satify with the services Chemist are not satisfied because they get lees preference as compare to the doctors to promote their drugs.
Time: At the afternoon most of the doctors and chemist are not available.so, waste of of the time. at morning and evening doctors are very busy so,cant get proper response
Not proper response: Chemist does not want to disclose any information in todays highly competitive market
Travelling: In my project I have to travel different location which consume lots of time.
CHAPTER-9 FINDINGS
doctor find increasing the patient of mental disorder&mental disease is one of the major disease now a day so, border opportunity for sales promotion of psychiatric drug. Anxiety is the primary level for majo mental disorders. And clonazepam is major drug to cure the anxiety. So company can get more focus to promotr sells of this drug. Every doctor prefer this drug at the primary stage of mental disorder. CLODEP-MD is brand for clonazepam drug from the BCC healthcare and doctor are aware about that. Sales promotion techniques are good to increase the sells of the drug.
CHAPTER-10 CONCLUSION
it is obvious that in any business market analysis is most important aspects so,from the analysis of our research project we have conclude that, Because of lack proper marketing and promotional activities, the doctors may not aware of the brand of clonazepam drug After analyzing the various sales promotional techniques we have conclude that, Best promotional techniques among the doctor is sampling They give less preference to the coupons and voucher And best promotional techniques among the chemist is gifts and discounts They give less preference to the sampling.
CHAPTER-11 SUGGESTION
According to the survey, we have conclude that doctors and chemists are interested in sales promotion techniques which is offer by the company. So, company should do following things Company should promote its brand more efficiently Company should develop and strenthen its marketing and promotional techniques Company should conduct seminar and event of doctors to get aware about brand Company should hold conference of doctor to communicate with them for their suggestion Company should maintain good relation with doctors and chemists Company shold provide hordings and poster for promotion of brand Company should provide journal magazine &guideline to aware doctors and chemist about newly introduce drug.
HYPOTHESIS
H0:companys growth does not depend upon sales promotion techniques H1: companys growth does depend upon sales promotion techniques
Chi-Square Tests Value df Asymp. Sig. (2-sided) Pearson ChiSquare Likelihood Ratio N of Valid Cases 35.031a 34.075 70 32 32 .326 .368
Conclusion: HO is rejected and H1 is accepeted So companys growth does depend upon sales promotion techniques And company generally emphasis on to the sales promotion techniques
CHAPTER-12 BIBLIOGRAPHY
http://www.pharmainfo.net/reviews/role-advertisement-and-sales-promotion-pharmaceuticalmarketing-review http://stockshastra.moneyworks4me.com/pharma-sector-india-stock-overview-and-analysis/ http://www.scribd.com/doc/23492163/Sales-Promotion http://www.dnb.co.in/pharmaceutical/overview.asp http://www.slideshare.net/fouresspanchavati/pharma-industry-an-overview http://www.slideshare.net/sushant_mishra1/pharmaceutical-industry-india http://www.pharmaceutical-drug-manufacturers.com/pharmaceutical-industry/ www.icra.in/Files/ticker/Indian%20Pharmaceutical%20Sector.pdf http://hcrenewal.blogspot.in/2008/10/how-pharmaceutical-companies-disguise.html http://www.ehow.com/info_8482145_factors-affecting-growth-pharmaceutical-industry.html http://www.pharmainfo.net/reviews/role-advertisement-and-sales-promotion http://www.pharmainfo.net/reviews/role-advertisement-and-sales-promotion-pharmaceuticalmarketing-review http://www.123eng.com/forum/f12/problems-prospects-sales-promotion-pharmaceutical-62335/ http://www.nistads.res.in/indiasnt2008/t4industry/t4ind18.htm http://www.bdmai.org/history.php http://articles.economictimes.indiatimes.com/2010-03-07/news/28443868_1_generic-medicinesindia-tops-pharmaceutical-industry www.cdriindia.org/I32007content%20page.pdf www.cci.in/pdf/surveys_reports/indias_pharmaceutical_industry.pdf www.eximbankindia.com/op/oplast.pdf pharmabiz.com/ArticleDetails.aspx?aid=69401&sid=3 www.cci.in/pdf/surveys_reports/indian-pharmaceuticals-industry.pdf http://www.pharmaceutical-drug-manufacturers.com/pharmaceutical-industry/ www.pharmapropack.com/media_announcement.pdf http://www.dnb.co.in/pharmaceutical/overview.asp http://hcrenewal.blogspot.in/2008/10/how-pharmaceutical-companies-disguise.html drypen.in/sales-promotion/techniques-of-sales-promotion.html
Books: Richard Levin, david rubin(7th edition)statistics for management.pearson publication. Philip kotler &Kevin lane keller(7th edition)marketing management.pearson publication. H.P.Rang,M.M dale(7th edition)pharmacology.elsevier publication K.D. tripathi(6th edition)essential of medical pharmacology.jaypee publishers.
ANNEXURE QUESTIONNAIRE[i] v. For doctor: Name : ________________________________________________________ Surname first name middle name
Gender : Age
male ____
: 20-30______ 40-50_____
2.how many medical respresentative do you meet in one day? 1___ 4___ 2_____ 5____ 3____
3. on which day do you generally meet MR? Monday___ Thusday___ Tuesday____ Friday____ Wednesday___ Saturday____
4.which company MR generally come to meet you? Cedilla___ Dr. redy__ torrent___ glaxosmith kline__ Pfizer___ other____
5. what type of mental disorder you generally observe in patients? Pchizofrenia_____ Dipression_____ fobia___ other__ anxiety____
6.do you think sale promotion techniques help to increase the sales of medicine? Yes___ no___________
7.what type of sales promotion techniques you prefer? Sample____ Article&journal____ coupan____ conference___ gifts_____ other___
9.are you satisfy with the companys sale promotion techniques? Highly satisfied___ Neutral____ Highly dissatisfied____ 10. suggestion:_______________________________________________ satisfy______ dissatisfy_____
v. For chemist: 1.how many MR meet you everage in a day? 1____ 4_____ 2___ 5____ 3__
2.do you get any prescription of BCC health care clodep-MD? Yes____ no_____
3.how many percentage of prescription of any other company for clonazepam Torrent ______ Cipla _______ cadila_____ other _____ sunpharma ______
drug?
4.what type of services you offer generallyfor the sale promotion of drug? Discount_____ Coupons_____ sample____ other_____ gift_____
5.what you expect from the company?(rank) Discount_____ Gifts_______ coupan________ hordings _____ sample_____
6.are you satisfy of services offered by company? Highlysatisfied____ Dissatisfied_____ satisfied_____ highlydissatified_____ neutral_____