A PROJECT REPORT 
ON 
“MARKET STUDY OF SURGICAL SYRINGES ” 
IN“VEEKAY SURGICALS PVT. LTD” 
 
PROJECT REPORT SUBMITTED 
TO BHARATI VIDYAPEETH UNIVERSITY 
IN PARTIAL FULFILLMENT FOR THE AWARD OF 
THE DEGREE OF 
 
“MASTERS OF BUSINESS ADMINISTRATION” 
 
D E C L A R A T I O N 
 
I  ​Upamanyu  Deb  ​student  of  Master  of  Business  Administration,  in 
Bharati  Vidyapeeth  SDE,  here  by  pronounce  that  the  project  report 
entitled  “MARKET  STUDY  OF  SURGICAL  SYRINGES”  has  been  carried 
out  at  “VeeKay  Surgicals  Pvt.  Ltd”  and  submitted  in  partial  fulfillment 
for  the  “Master’s  Degree  in  Business  Administration”  is the result of my 
own work and is original. 
 
I have not submitted this project to any other university or college for the 
award of any other degree or Diploma. 
 
ACKNOWLEDGEMENTS 
 
I express my sense of profound gratitude to the Management of “​VeeKay 
Surgicals  Pvt.  Ltd​”,Barakhamba  Road,  New  Delhi-110001.  For  giving 
me  this  opportunity  to  conduct  a  study  in  their  esteemed 
organization.My  sincere  thanks  to  ​Mr.  R.K.Garg  ​(Human  resource 
Manager),VeeKay  Surgicals  Pvt.  Ltd,  New  Delhi,  for  permitting  me  to 
pursue this project. 
 
I  would  like  to  express  my  gratitude  to  ​Mr.  Arvind  Bansal  ​(Sales 
Manager,  India  Head),  VeeKay  Surgicals  Pvt  Ltd.  for  providing  support 
with his valuable time, suggestions . 
 
I  am  extremely  grateful  to  ​Mr.  Vimal  Khemka​,  VeeKay  Surgicals  Pvt. 
Ltd,  New  Delhi,for  his  support  during  the  preparation  of  the  project 
report.  His  patience  and  invaluable  guidance  have  proved  to  be  very 
precious  without  which  project  study  would  not  have  been  completed. I 
am  thankful  to  our  Principal  ​XXXX.  ​and  also  convey  my  thanks  to our 
faculty  members  for  their  support.  Lastly,  I  am  indebted  to  the  friends 
and  will-wishers  who  have  extended  their  support  to  me  during  the 
project. 
 
Upamanyu Deb. 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 INDEX 
 
CHAPTER-1 PAGE No. 
 
​INTRODUCTION 6-7 
​INDUSTRY PROFILE IN INDIA 9-10 
 
CHAPTER-2 
 
​NEED FOR THE STUDY 12-13 
​SCOPE FOR THE STUDY 15-17 
​OBJECTIVE OF THE STUDY 19 
​RESEARCH METHODOLOGY 21-24 
​LIMITATION OF THE STUDY 26 
 
CHAPTER-3 
 
​COMPANY PROFILE 28-60 
 
CHAPTER-4 
 
​DATA ANALYSIS AND INTERPRETATION 63-73 
 
CHAPTER-5 
 
​SUGGESTION 75 
​CONCLUSION 77 
​FINDINGS 79 
​QUESTIONNAIRE 81-83 
​BIBLOGRAPHY 85 
 
 
 
 
INTRODUCTION 
 
Marketing in simple terms can be said to be “​A human activity directed 
at  satisfied  needs  and  wants  through  an  exchange 
process.”​Marketing  as  a  functional  area  of  management  is  becoming 
extremely important as compared to other fields. All decisions in modern 
business organization revolve around information related with marketing 
decision  making  situations,  which  are  characterized  by  Distribution 
Strategy,  Channel  members  and  Product  decisions.  The  Product 
Decisions, customers assess a product’s value by looking at many factors 
including those that surround the product. 
 
In a constantly changing business and market scenario, maintaining the 
channel  members  becomes  more  challenging  in  such  a  situation  only 
innovative  technology,  good  product  and  committed  people,  accompany 
can take the lead over its competitors. 
VeeKay  Surgicals  Pvt  Ltd,  has  differentiated  itself  from  its  competitors 
and 
providing  the  total  ​“value  for  money”  ​to  its  customers.  VeeKay 
Surgicals Pvt Ltd  
has  integrated  all  the  features  to  offer  a  value  for its products.Value for 
the  product  and  services  refers  to  the  quality  of  product  and  services 
offered  to  the  customers.  Several  surrounding  features  can  be  directly 
influenced  by  channel  members,  such  as  customer service,delivery, and 
availability. Consequently, a channel partner involves a value analysis in 
the  same  way  customers  make  purchase  decisions.  This  area  becomes 
the most important from the company as well as customer point of view. 
This helps the company to know better their customersand provide them 
with what they are expecting. 
 
Market: 
 
The set of all actual and potential buyers of a product or service. 
 
Marketing: 
A social and managerial process whereby individuals and groups obtain 
what they need and want through creating and exchanging products and 
value with others. 
 
Marketing Management: 
 
The art and science of choosing target markets and building profitable 
relationships with them. 
 
 
Customer Satisfaction: 
 
The  extent  to  which  a  product’s  performance  matches  a  buyer’s 
expectations. 
 
Marketing Mix: 
 
The  set  of  controllable  tactical  marketing  tools  –  product,  price,  place, 
and promotion – that the firm blends to produce the response it wants in 
the target market. 
Developing the marketing Mix: 
 
Once  the  company  have  decided  on  its  overall  competitive  marketing 
strategy,  it  is  ready  to  begin  planning  the  details  of  the  marketing  mix, 
one  of  the  major  concepts  in  modern  marketing.  The  marketing  mix  is 
the  set  of  controllable,  tactical  marketing  tools  that  the  firm  blends  to 
produce the response it wants in the target market. 
 
 
INDUSTRY PROFILE 
 
INDUSTRY PROFILE IN INDIA 
 
OUR  COUNTRY  WITH  A  POPULATION  OF  125  crores  ​as  on  2011.  Is 
potentially one of the largest consumer market in the world the Syringes 
market  is  the  one  among  the  various  markets  in  India  .Syringes  is  a 
product,  which  the  consumer  purchases  to  update  requirement  of 
Human  Health  services,  the  secondary  factor  such  as quality, hygienic/ 
Sterilized  conditions  of  storage  and  social  status  influenced  the 
consumers purchasing decision 
 
Syringes scenario in India: 
The  syringes  market  till  early  1990`s  was  in  hands  of  International 
players  like  but  with  opening  up  of  economy  and  the  entry  of  domestic 
players , the market has come totally under their control while Dispovan 
is the leader in the market,  
 
EXIM Scenario in Indian Syringes and Needles Market 
 
 
NEED FOR THE STUDY 
 
NEED FOR STUDY 
As  retailer,  each  of  has  a  vast  number  of  perceptions  toward  products, 
toward  services,  toward  company  or  industry,  etc.  It  is  difficult  to 
imagine  in  any  research  project  that  does  not include the measurement 
of  some aspects of retailer’s s perceptions. The size of the market is vast 
and  constantly  expanding,  thus  resulting  in  a  vast  number  of 
competitors  entering  the  market.  Billions  of  dollars  were being spent on 
goods  and  services  by  tens  of  millions  of  people.  The  growth  of  the 
retailer’s movements created urgent need to understand how competitors 
form  strategies  and  capture  the  market  share  and  take  strategic 
decisions.  For example, in order to discover how retailers respond to the 
promotional  offer,  advertisement  and  distribution  or  service.  (E.g. 
promotional  appeals,  package  labels,  warranties,  discounts,  etc.  The 
study  of  retailer’s  perception  and  market  share  would  provide  the 
company  with  necessary  insights  to  develop  the  product,  its  pricing 
strategy,  and  to  design  persuasive  promotional  strategy,  distribution 
system  and  develop  defensive  strategies  and  elimination  strategies  to 
remove  the  competitor’s  product  from  the  market  or  some  promotional 
strategies  to  increase  the  market  share  of  particular  products  and 
brands.  It  would  also  support  the  organization to analyze its drawbacks 
in its various strategies and to take corrective action to remain as market 
leaders. 
The  study  will  also  reveal  the  different  aspects  of  retailer’s  perception 
regarding  price,  quality,  range,  availability,  and  advertisements  of  the 
products.  The  need  for  the  study  is  very  essential  as  the competition in 
the  soft  drink  and  water  segment  is  ever  increasing.  Competitors  are 
mainly struggling to shutdown the market by capturing its market share. 
The  competitors  are  coming  up  with  sales  promotion  and  incentives  to 
compete with Dispovan 
 
SCOPE FOR THE STUDY 
 
SCOPE FOR STUDY 
The scope of the study is limited. The study is a very minor contribution 
to  the  company  as  it  is  only  restricted  to  the  twin  cities  Sidkul  and 
Bahadrabad  of  Haridwar.  The  study  would  only  be  a  drop in the ocean, 
Can  help  the distribution in this area. The study can be conducted on a 
national  basic  too  with  a  large  sample  size  and  interviewing  many 
numbers of respondents. 
 
OPERATIONAL DEFINITIONS: 
 
Retailer: 
Retailer is a person or business who sells products to the public. 
Brand​: 
Brand  refers  to  the  identification  of  the  product  given  by  the 
manufacturer. 
Brand Loyalty​: 
Brand  loyalty  refers  to  the  continuous  and  repeated  purchase  of  a 
particular brand without any wavering purchase pattern. 
Respondent​: 
Respondent  is  a  person  who  is  being  interviewed  for  the  purpose  of 
conducting the study. 
Market share: 
The  amount  that  a  company  sells  of  its  products  or  services  compared 
with other companies selling the same things 
Promotional Activities​: 
Promotional  activities  include  advertising,  personal  selling,  sales 
promotion,  and  publicity,  which  have  their own characteristics and cost 
but  have  common  objectives  of  achieving  high  sales  by  creating 
awareness. 
Incentives​: 
Offer  of  an  article  at  frees  of  cost  or  less  price  of  the  market  can  be 
termed as incentives. 
Interviewee​: 
who is answerable to the interviewer of the proposed questions. 
 
Interviewer​: 
A  person  who  carries  on  investigation  for  the  purpose  of  achieving  the 
objectives of the project. 
Sample​: 
The  selection  of  set  of  people  from the total population for the purchase 
of carrying on the investigation. 
Survey​: 
It refers to the questionnaire administered to the subject who is identified 
from  the  population  with  the  help  of  probability  or  non  probability 
sampling. 
 
Questionnaire: 
It  refers  to  the  set  of  questions  that  are  framed  to  be  answered  by  the 
respondents  for  the  purpose  of  achieving  the  research  objectives.  In 
questionnaires  there  are  two  types  structured  and  unstructured.  There 
are  four  types  of  questions  in a questionnaire on open ended questions, 
closed ended questions, disguised and interrogative questions. 
Brand awareness: 
Knowing  brand;  knowing  that  particular  brand  exists  and  is  important; 
being  interested  in  particular  brand:  brand  awareness  refers  to  the 
consumer awareness of the particular brand. 
Brand Name: 
The  name  given  to  a  product  by  the  company  that  produces  it.brand 
name is nothing but the name and value of the brand. 
 
 
OBJECTIVE OF THE STUDY 
 
OBJECTIVE OF THE STUDY 
To know the retailers perception on Safe-Plus pack. 
To know the brand image among the Syringes. 
To know the retailers satisfaction levels towards Safe-Plus. 
To study the customer preferences and choice in various brands 
To identify the problems of distribution 
To analyze the sales of competitors products in various outlets 
To know the most preferred size and quantity in Syringes brands by 
retail outlets 
 
METHODOLOGY 
 
RESEARCH METHODOLOGY 
 
Research Design: 
Once the problem is identified, the next step is the research design. 
Research design is the basic framework of rest of the study. A research 
design specifies the methods and procedures for conducting particular 
study. 
 
In this project we are following descriptive research design. 
Source of Data: 
There are two types of data: 
1. Primary data 
2. Secondary data 
 
Primary Data: 
The primary data is fresh information collected for a specified study. The 
primary  data  can  be  gathered  by  observational,  experimentation  and 
survey  method.  Here the entire scheme of plan starts with the definition 
of  various  terms  used,  units  to  be  employed,  type  of  enquiry  to  be 
conducted, extent of accuracy aimed etc., 
 
The methods commonly used for the collection of primary data are: 
 
1.  Direct  personal  investigation,  where  the  data  is  collected  by  the 
investigator from the sources concerned. 
2.  Indirect  oral  interviews,  where  the  interview  is  conducted  directly  or 
indirectly concerned with subject matter of the enquiry. 
3.  Information  received  through  local  agencies,  which  are  appointed  by 
the investigator. 
4. Mailed questionnaire method, here the method consists in preparing a 
questionnaire  (a  list  of  questions  relating  to  the  field  of  enquiry  and 
providing space for the answers to be filled by the respondents.), which is 
mailed  to  the  respondents  with  a request for quick response with in the 
specified time. 
In this project mailed questionnaire method is used to collect the 
primary data. 
 
Secondary Data: 
The  secondary  data  refers  to  data,  which  already  exists.The  secondary 
data  collect  from  internal  records,  business  magazines,  company 
websites and Newspapers. 
 
Research instruments: 
For  the  collection  of  primary  data  a  structured  questionnaire  was 
prepared  covering  various  aspects  of  the  study.  The  questionnaire 
contains closed-ended and dichotomous questions. 
 
Sampling Procedure: 
It  is  a  procedure  required  from  defining  a  population  to  the  actual 
selection of the sample. 
 
Introduction: 
The  precision  and  accuracy  of  the  survey  results  are  affected  by  the 
manner in which the sample has been chosen. 
 
Sample: 
A  part  of  a  population,  which  is  provided  by  some  process  on  other, 
usually  by  deliberated  selection  with  the  object  of  investigating  the 
properties of the parent population set. Non probability sampling method 
is in deterministic method where the sample size in numerous and can’t 
be  determined.  So  for  our  convenience  we  take  convenience-sampling 
method where all the population in sample is given equal opportunity. 
 
Sampling Method: - Convenience sampling method. 
 
Statistical Tools Used: 
 
Weighted Arithmetic Mean. 
 
Weighted Arithmetic Mean is based on the assumption that all the items 
in  the distribution are of equal importance. Here the measurements  are 
attached to each item being proportional to the importance of the item in 
the distribution. 
1. ​Population: ​Retailers in Lucknow and Guwahati. 
2.  ​Source  of  data​:  The  two  important  sources  of  data  are  the  primary 
data  and  secondary  data.  The  primary  data  is  collected  through  survey 
method  with  the  help  of  questionnaire  and  personal  interview.  The 
secondary data is been collected from consumer attitude books. 
3.  The  information  is  collected  through  survey  done  in  Lucknow  and 
Guwahati. 
4.  ​Sample  unit​:  The  sample  unit  consists  of  retailers  in  Lucknow  and 
Guwahati. 
5. ​Sample size​: The sample size is 120 respondents. 
6. The sample taken for the study caters to upper class and middle class 
of the society. 
7.  ​Sample  method​:  the  sample  method  used  is  non-probability.  In 
non-probability  sampling  the  chance  of  any  particulars  unit  in  the 
population being selected unknown. 
 
  ​Procedure​:  the  procedure  used  for  sampling  is  convenient  sampling in 
this  method  the  sample  unit  is  chosen  primarily  on  the  basics  of  the 
convenience to the investigator. 
 
8. The survey consists of structured questionnaire. 
9. The questionnaire consists of both open and closed-ended questions. 
 
 
 LIMITATIONS OF THE STUDY. 
 
LIMITATIONS 
The  study  was  confined  to  limited  consumers  only.  The  duration  of  the 
study was restricted for 8 weeks only, which is not sufficient to study the 
entire  consumers  in  the  market.  The  analysis  can  not  be  straight  away 
used  in  decision  making,  as  simple  is  very  small  when compared to the 
total  consumers  in  the  market.  The  present  study  deals  with  Safe-Plus 
Syringes brand. 
 
COMPANY PROFILE 
 
The  company  actually  produces  various  types  of  Syringes  for  India, 
which is then sold to various distributors/Retailers throughout the India. 
The distributors/Retailers, who hold territorially-exclusive contracts with 
the  company,  sales  the  product  to  the  territorial  market,  and  directly 
sold to Govt. Organisation through Tenders. 
Hence  we  take  outmost  care  at  every  stage  while  providing  high-quality 
disposable safety syringe products. We are living in times where health of 
an  individual  is  given  the  highest  priority.  All  efforts  are  being  made  to 
create  and  sustain  healthy  societies.  The  Medical  health  Industry  is 
booming . Multi-Speciality hospitals are burgeoning all over the country. 
Hospitals  and  Clinics  are  enhancing  their  capacities  to  cater  to  the 
growing  needs  of  the  society.  The  demand  for quality health products is 
growing at a rapid pace. Today, VeeKay,is an ISO9001:2000 Company, is 
poised  to  play  a  major  role  in  this  ever  growing  market  with  its 
high-quality and reliable products. 
At  VeeKay, the entire manufacturing process is completely automated in 
an environment that is air-conditioned , dust-free and totally hygienic. To 
avoid  contamination,  assemblies  are  done  under  laminar  flow  work 
station  in sterile air-pressurized and air-condition hall. VeeKay products 
are  packed  in  special  packaging.  SAFE-PLUS  syringes  are  individually 
ribbon-packed in a laminated plastic film. 
Various sizes of needles can be assembled. The needle assembly machine 
is  automated  to  even  ensure  that  only  the  required  quantity  of epoxy is 
dispensed in accordance with specifications. 
Safe-Plus  needles  are  assembled  and  packed  on  totally  automated 
machine  with  quality  control  for  enabling  superior  sharpness  to  ensure 
injections with nominal pain. 
We use the latest technology to sterilize and prevent infections to ensure 
zero bacteria. Even our packaging is 100% safe, sterilized by EtO gas as 
per international standards. Each batch is subjected to chemical and  
The VeeKay Surgicals Company has, on occasion, introduced other 
Products. 
 
  The  most  famous  of  these  is  Hemo  Dialyser  &  Blood  lines,  which  has 
become  a  major  selling  product  now  and  the  market  is  growing by 30% 
each year. 
 
Local Competitors: 
 
Most of the local competitors are: 
 
Dispovan,  Bio-Med,  Mr.  Life,  Safe,Maruti,  I  am  Life,  Mr.  Inject, 
Safeway, Omni-Van, Green Life and Nihal Health Care etc. 
 
company  in  the  country  is  a  serious  competitor  to  local  competitors  in 
many regions. 
 
Advertising: 
 
Safe-Plus advertising has had a significant impact on Indian Market, and 
is frequently credited with the "invention" of the modern syringes. 
However, while the company did in fact start promoting this brand in the 
1990s  in  its  advertising campaigns, it was already common before that. 
In  fact,  in  recent  times,  company  has  not  stopped  the  from  targeting 
rural  consumers.  In  addition,  it  has  not  been  disclosed  in  exact  terms 
how safe-Plus is for consumption by rural market. 
 
History. 
 
1844: Irish physician Francis Rynd invented the hollow needle and used it to make the first
recorded subcutaneous injections, specifically a sedative to treat neuralgia. 1853: Charles
Pravaz and Alexander Wood independently developed medical ​syringes​with a needle fine
enough to pierce the skin. Colin Murdoch​, 79; Invented Disposable Syringe, Safety Cap. ​Colin
Murdoch​, 79, a pharmacist who invented the disposable syringe, animal tranquilizer dart, silent
burglar-and-fire alarm and a childproof medicine bottle cap, died May 4 of cancer in Timaru,
New Zealand. The first syringes were used in Roman times during the ​1st century​ AD. They
are mentioned in a journal called De Medicina as being used to treat medical complications.
Then, in the ​9th century​ AD, an Egyptian surgeon created a syringe using a hollow glass tube
and suction. In most states, insulin ​syringes​ are available without a prescription. Some
states ​do​have guidelines limiting the amount of ​syringes​ that ​can​ be ​purchased over the
counter​. Needle size refers to both the length and gauge (thickness) of the needle. BD syringes
are available with short needles (​6mm​ or ​8mm​). BD Pen Needles are available in 1/8"
(​4mm​), ​5/16"​ (​8mm​) and ​3/16"​ (​5mm​) lengths.

Sizes of hypodermic needles

Needle Nominal outer diameter Nominal wall thickness

15 0.072 0.229
16 0.065 0.229
17 0.058 0.203
18 0.050 0.216

 
Career at VeeKay: 
 
VeeKay, a closely held family Corporation was founded in 1983. Its Primary markets are
India and Middle East and secondary markets are Africa and South East Asia.

VeeKay has 2 plants in different locations in India and has over 150 employees. Its
major products are Single Use Syringes, Single Use Needles, I.V.Cannulas, Safety
I.V.Cannulas, Blood Collection Tubes, Blood Collection Needle and Blood Collection
Set.

All the products are marketed through an established national and international
distribution network of more than 45 dealers to ensure ready availability and effective
customer service support even in remote areas.

VeeKay marketing philosophy is to manufacture products of international standard and

attempt to offer them for the benefit of patients and doctors at affordable prices. VeeKay
manufacturing philosophy is to achieve the best quality using the most economical
mass-production technology, harnessed through a dedicated production team, in a
harmonious industrial atmosphere as per requirement of ISO 9001, ISO 13485 and
carry CE Mark. The corporate philosophy of preventive maintenance of human relations
ensures that there is no need for any labour union to exist.”

TALENT MANAGEMENT & CAREER DEVELOPMENT WITH VEEKAY.

“​ ​We encourage employee retention and many people are working with VeeKay
for over several decades. Employee retention is beneficial both for the
organization and employees. The data of technical and administrative staff
represents the retention story of VeeKay.
3 employees have been working for 30 years, 18 employees have been working
for 20 – 30 years, 79 employees have been working for 10 – 20 years, 138
employees have been working for 05 – 10 years and 38 employees have been
working for 01– 05 years.

“
VeeKay’s Human Capital Management is doyen to the Medical Devices Manufacturing
society in India. It has a reliable arrangement of mass productivity. Productivity and
management of human capital should go hand in hand and VeeKay understands its
importance. Humanistic approach is the core principle of VeeKay that can be seen in its
functional areas.

VeeKay believes that everyone entitles to human rights. We respect all individual’s civil
and political rights which include prevention of offense related to person’s nationality,
race, color, ethnic origin, marital status, religion, cast, creed, political opinion or
economic status, degree of physical, mental ability or culture. We respect all human
dignity at the highest level. Equal opportunities are given in the top priority to each and
every employee for self development and growth. An environment where people feel as
secured and comfortable as in their homes.

At VeeKay, Human Capital Management is defined as the procedure of fair and

unbiased selection process by adopting the policy of “Right Individual at Right Area” by
adhering to all legal as well as social obligations and formalities. Employee
development process is carried out on the basis of Knowledge Management,
Compensation Management, Performance Management, Reward Management,
Competency Based Assessment and Employees Involvement & Participation etc. The
development and the management of individuals are also in line with the KRA (Key
Responsibility Area) to make them indispensable resources and to ensure their hundred
per cent contributions toward their organization.

Career opportunity at veeKay is immense and it entirely depends upon the individual’s
potential. Talented individuals are always praised and regarded. Nurturing is done
through holistic and scientific methods. Ample opportunities are given to each individual
to grow as a professional.

 
Every person who use Safe-Plus enjoys a moment of care - and shares in 
an  experience  that  millions  of  others  have  savored.  And  all  of  those 
individual experiences combined have created a governance. 
 
 
 
 
 
 
 
 
 
 
Participative Leadership: 
Right from our interactions in the market, our Business Planning 
and our Brand launches, to our Employee Engagement Programs, 
our Values Agenda, and employee processes, every system is 
available for continuous improvement. A learning atmosphere, 
enabled by our Manifesto for Growth, helps us seek and replicate 
the learning’s from within and outside our organization. Our 
 
Engagement programs enable us to examine, validate and improve 
ourselves, constantly. Our colleagues involve themselves in our 
opportunities for participative leadership volunteering for work 
groups that assist decision-making in critical processes. 
 
CAMPUS RECRUITMENTS: 
 
A taste of summer the VeeKay Summer Trainee Program is 
designed to facilitate the professional development of young talent 
and identify talented culture-fit employees for the company's 
Management Trainee program. The Summer Trainee program 
provides a learning of the vagaries and complexities of our business 
'from the ground up'. With value-creating live projects, the intern 
begins appreciating the intricacies of his or her function and the 
impact that it has on business. 
 
The quality and content of projects provides an opportunity to 
complement your classroom learning with hands-on experience. 
The VeeKay Management Trainee Program is the first step 
towards developing business general managers. A structured 
assessment process at some of the country's premier business 
schools ensures that we hire the right talent to groom them into 
senior management positions. A cross-functional training program 
spread over six months across the country builds an appreciation 
of the complexity of the business as well as help you understand 
the its interlink ages. The learning experience is also spiced up with 
value-creating projects in the functional stints. Ground learning’s 
are further consolidated with structured classroom sessions from 
the field managers themselves and a Community Development stint 
helps the leaders of tomorrow to relate to their environment and 
reaffirms our commitment to the communities that we work in. 
 
Women Operations Trainees Program: 
 
The WOTES program is based on the Company philosophy that 
reemphasizes Equal Opportunity and Meritocracy as a core value of 
the Company’s operations. The program not only aims to grow the 
business in sync with the Company’s diverse community and 
consumer base but also intends to engage confident educated 
Indian women to be an integral part of our organization. 
The WOTES or Women Operations Trainees Program is a focused 
Sales Training program for Women executives who will supplement 
the sales force in Frontline Sales. Spanning six-months the 
program consists of a three-month introduction to Sales the door to door 
way, followed by three months of on-the-job training at their 
prospective locations. The program imparts invaluable learning and 
an exposure to on-ground market conditions. At the end of the 
training, the WOTES will join the field force managing the sales 
operations across the country. 
 
We are guided by the shared values that guide us a 
Company and as individuals: 
 
Leadership  ‘The  courage  to  shape  a  better  future’Passion  ‘Committed  in 
heart and mind’Integrity ‘Be real’Accountability ‘If it is to be, it’s up to me 
Collaboration  ‘Leverage  collective  genius’Innovation  ‘Seek,  imagine, 
create, delight’Quality ‘What we do, we do well’ 
 
Respecting Ideals We Have Grown With ​VeeKay Surgicals treasures its 
people  as  the  most  valuable  asset,  and  assert  with  pride  the  role  its 
human  resources  have  played  in  establishing  a  consistent  set  of  ideals. 
The  Company  attributes  its  unabated  growth  momentum  India  wide  to 
the  disciplined  approach  of  its  manpower,  and  promises  to  reward  its 
employees  by  respecting  these  ideals  to  sustain  its  long-term  growth 
plans,  no  matter  how  much  the  world  and business structures undergo 
changes. 
 
Integrity  Is  Our  Key  Ingredient  Of  Success  ​we  believe  our  success 
primarily  hinges  on  integrity,  and  hence,  our  absolute  thrust  is  on 
ensuring quality control for each and every of our products, acting with a 
strong sense of accountability in everything we do. 
 
Integrating Our Global Brand With Local Perspectives: 
Our people have always acknowledged that building and nurturing 
relationships with people and the world around us is an essential 
part of our work. No matter how big or complex our business 
becomes, we recognize the need to demonstrate complete respect 
for each other. As the world becomes more and more 
interconnected, yet more firmly rooted in local pride, identification 
of our interdependence with our stakeholders becomes even more 
essential. As we have expanded over the decades, our company has 
benefited from the various cultural insights and perspectives of the 
societies in which we do business. 
A large part of our relationship with the India around us is our 
relationship with the physical world. While we have always sought 
to be sensitive to the environment, we must use our significant 
resources and capabilities to provide active leadership on 
environmental issues, particularly those relevant to our businesses. 
Much of our future success will depend on our ability to develop a 
worldwide team that is rich in its diversity of thinking, perspectives, 
backgrounds and culture. Safe-Plus is the world's most inclusive 
brand, and Safe-Plus must also be the world's most inclusive 
company 
 
Corporate response: 
The VeeKay Company believes our business has always been 
based on the trust consumers everywhere place in us—trust that is 
earned by what we do as a corporate citizen and by our ability to 
live our values as a commercial enterprise. There is much in our 
world to celebrate, refresh, strengthen and protect. Through our 
actions as local citizens, we strive every day to refresh the 
market place, enrich the workplace, preserve the environment and 
strengthen our communities. 
At the heart of our business is the trust consumers place in us. 
They rightly expect that we are managing our business according to 
sound ethical principles, that we are enhancing the health of our 
communities, and that we are using natural resources responsibly. 
 
Quality Is Our Highest Business Objective: 
 
The VeeKay Company exists to benefit and refresh everyone it 
touches. For us, Quality is more than just something we taste or 
see or measure. It shows in our every action. We relentlessly strive 
to exceed the world's ever-changing expectations because keeping 
our Quality promise in the marketplace is our highest business 
objective and our enduring obligation. Consumers across the India 
choose our brand of refreshment more than a billion times every 
day because safe-plus is... The Symbol of Quality 
Customer and Consumer Satisfaction 
A Responsible Citizen of the World. 
 
SUGGESTIONS 
 
1. The company should improve the existing sales promotion 
scheme and introduce new and attractive ones. 
2. The company should try to concentrate on advertising and 
should try to increasing the awareness among consumer 
build brand image through it. 
3. The company should improve the design, style and packaging 
because retailers are looking at the physical structure of the 
products. 
4. The company should concentrate on the quality, service. 
5. Company should concentrate on the distribution of the 
product. 
6. safe-plus should concentrate on the pull strategy rather than 
push strategy. 
7. safe-plus should increase the banners and hoardings out 
side the public areas. 
8. The company should also introduce more new products. 
 
 
CONCLUSION 
In the present competitive world the success of the company 
depends on satisfying the customers as well as channel members. 
This is the area of retail business and to win the race and be on the 
top companies are out performing by spending more on trade 
promotions. The channel members play a key role in increasing the 
sales of FMCG products. So the company has to pay more attention 
on distribution, promotion and availability of brand to win sales in 
the market. 
The study concludes that the VeeKay surgical Pvt. Ltd 
has to strengthen its product line by introducing new Products and new 
Types.  It  also  has  to  increase  the  stock  holding  and  availability  of 
safe-plus  brands  through  motivating  channel  members  and  staffs  by 
offering attractive schemes and incentives. 
 
FINDINGS 
FINDINGS 
By doing this study we come to the conclusion that most of 
the retailers sell safe-plus and Injectpro. 
 
According to the study most of the retailers are loyal to the 
brands of safe-plus. 
A few retailers are not satisfied with the distribution of safe-plus. 
Some of the retailers are not satisfied with the packaging of 
the some safe-plus brands. 
According to the study safe-plus holds good brand image, brand 
awareness and average market share in syringes category 
from the study we can conclude that retailers are showing 
interest to stock and sell syringes but the company has to 
improve its margin, distribution, promotional strategies, 
brand building, brand awareness and brand image for some 
of the products to improve the its market share. 
By this study we can say that safe-plus holds around 30% of the 
market share in syringes segment. 
Safe-plus should consider and formulate some strategies in 
order to reduce the market share of other domestic and 
international Syringes brands. 
Safe-plus should concentrate on distribution of the brand. 
According to the study the retailers want promotional offers to 
promote and increase the market share of safe-plus syringes. 
 
QUESTIONNAIRE 
SURVEY QUESTIONNAIRE 
MARKET STUDY OF SYRINGES 
VEEKAY SURGICALS PRIVATE LTD. AMEENPUR 
 
I  ​Mr.  Upamanyu  Deb.  ​Pursuing  M.B.A  from  Bharati  Vidyspeeth 
University  of  India  ,  at  NewDelhi,  as  a  part  of  my  course  ,Iam  doing  a 
project  work  on  “MARKET  STUDY  OF  Safe-plus  syringes”in  India.  So  I 
kindly request you to extend your earnest cooperation 
in filling this questionnaire. The information furnished by you is purely 
for my academic purpose only and will kept confidential 
Name of the retailers; 
Area ; 
Address ; 
1)  Which  brand  sales  are more in the syringes segment in your retail 
out let?​. 
a) 2 ml ​( ) 
b) 3 ml ​( ) 
c) 5ml ​( ) 
d) 10ml ​( ) 
2) Which size is mostly preferred in India? 
a) Blister pack ​( ) 
b) Ribbon pack ​( ) 
c) Bura Pack ​( ) 
3) Which Size/Type is mostly preferred in Blister Pack? 
a) Syringes ​( ) 
b) IV Sets ​( ) 
c) Needles ​( ) 
4) Which Brand is mostly preferred in ribbon pack? 
a) Needle ​( ) 
b) 2/3 ml syringes ​( ) 
c) I V Sets​( ) 
 
5) Which Type is mostly preferred in Bura Pack? 
a) I V Sets ​( ) 
b) Needle ​( ) 
6) When the sales target of I V sets was achieved? 
a) six months ​( ) 
b) one year ​( ) 
c) two years ​( ) 
d) More than two years ​( ) 
7) Distribution of Syringes? 
a) One time ​( ) 
b) Two times ​( ) 
c) Three times ​( ) 
d) Daily ​( ) 
8) Which size/Type of syringe supply is good in distribution? 
a) 2ml ​( ) 
b) 3ml ​( ) 
c) 5ml ​( ) 
d) 10ml ​( ) 
9) Is there any distributor’s communication with the retailers? 
a) Yes ​( ) 
b) No ​( ) 
10) Why the retailer does not prefer I V Sets? 
a) Packaging is not good ​( ) 
b) Price is high ​( ) 
c) Taste is not good ​( ) 
d) Retailer margin ​( ) 
 
11) How was the design and style of Syringes and I V Sets? 
a) ​Very attractive ​( ) 
b) Attractive ​( ) 
c) ​Un Attractive ​( ) 
d) ​Very Un Attractive ​( ) 
12) Retailers view to increase the sales of Syringes.? 
a) Distribution Service ​( ) 
b) Trade schemes and Promotional offers ​( ) 
c) More advertisement hoardings ​( ) 
d) Change in packing ​( ) 
 
BIBLIOGRAPHY 
BIBLOGRAPHY 
 
Principles of Marketing Philip Kotler 
Marketing Research G.C.Berry 
Marketing Management Kotler