A PROJECT REPORT

Submitted by [KARAN BATRA] in partial fulfillment of the requirements of Amity University for the award of the degree of Master of Business Administration Through AMITY GLOBAL BUSINESS SCHOOL PUNE 2013

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ACKNOWLEDGEMENTS

I extend my special gratitude to our beloved director Mr sneh v sharma and Co-coordinator Prof. Mr Pankaj Shukla for inspiring me to take up this project.

I extend my gratitude DENTAL IMPLANTS INDIA PVT. LTD. and the TSM (Territory Sales Manager) MR. RASHMI MALVIYA, and all my colleagues, friends for their encouragement, support, guidance and assistance for undergoing industrial training and for preparing the project report.

KARAN BATRA

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INDEX S.NO CONTENTS

INTODUCTION TITLE INDUSTRY ORGANISATION OBJECTIVES IMPORTANCE PROBLEMS LIMITATIONS

PG.NO

3 4 5 6 7 8

RESEARCH METHODOLOGY RESEARCH DESIGN SAMPLE DESIGN SAMPLE SIZE SAMPLING METHOD SAMPLE TYPE DATA COLLECTION METHOD DATA ANALYSIS INTERPRETATION FINDINGS CONCLUSIONS ANNEXURE REVIEW OF LITERATURE

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LIST OF TABLE

S.NO
1 2 3 4

CONTENTS
TYPE OF IMPLANT TYPE OF PROMOTION MARKET SHARE BUDGET ALLOCATED

PG.NO

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LIST OF FIGURES

S.NO
1 2 3 4 5

CONTENTS
IMPLANTS USED BY DENTIST TYPE OF IMPLANT TYPE OF PROMOTION MARKET SHARE BUDGET ALLOCATED

PG.NO

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INTRODUCTION

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INTRODUCTION TO TITLE

Promotion is one of the market mix elements, and a term used frequently in marketing. The specification of five promotional mix or promotional plan. These elements are personal selling, advertising, sales promotion, direct marketing, and publicity.[1] A promotional mix specifies how much attention to pay to each of the five subcategories, and how much money to budget for each. A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate. Fundamentally, however there are three basic objectives of promotion. These are:

1. To present information to consumers as well as others. 2. To increase demand. 3. To differentiate a product.

There are different ways to promote a product in different areas of media. Promoters use internet advertisement, special events, endorsements, and newspapers to advertise their product. Many times with the purchase of a product there is an incentive like discounts, free items, or a contest. This is to increase the sales of a given product. The term "promotion" is usually an "in" expression used internally by the marketing company, but not normally to the public or the market - phrases like "special offer" are more common. An example of a fully integrated, long-term, large-scale promotion are My Coke Rewards and Pepsi Stuff. The UK version of My Coke Rewards is Coke Zone.

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Marketing - Promotion Strategy

Promotion is the method you use to spread the word about your product or service to customers, stakeholders and the broader public.

Once youve identified your target market, youll have a good idea of the best way to reach them, but most businesses use a mix of advertising, personal selling, referrals, sales promotion and public relations to promote their products or services. 1. 2. 3. 4. Advertising Selling Sales Promotion Public Relations

1. Advertising
What is advertising?
Advertising is a form of communication designed to persuade potential customers to choose your product or service over that of a competitor Successful advertising involves making your products or services positively known by that section of the public most likely to purchase them. It should be a planned, consistent activity that keeps the name of your business and the benefits of your products or services uppermost in the mind of the consumer.

Why advertise?
The objective of advertising is to increase your profit by increasing your sales. Advertising aims to:

Make your business and product name familiar to the public Create goodwill and build a favourable image Educate and inform the public Offer specific products or services Attract customers to find out more about your product or service

The rules of advertising

There are four rules to consider when planning any advertising activity ie: before you prepare and book any form of advertising.
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Aim - What is the primary purpose of the advertisement? Is it to inform, sell, produce listings
or improve the image of your business?

Target - Who is the target? From which sector of the public are you trying to achieve a
response? For example is it male, female, adult, teenager, child, mother, father etc.

Media Bearing the aim and target in mind, which of the media available to you is the most
suitable ie: TV, radio, press or Internet?

Competitors What are your competitors doing? Which media channel do they use? Are
they successful? Can you improve on their approach and beat them in competition?

Developing effective advertising

Good advertising generally elicits the following four responses:

Attention It catches the eye or ear and stands out amid the clutter of competing
advertisements.

Interest It arouses interest and delivers sufficient impact in the message or offering.

Desire It creates a desire to learn more or crave ownership. Action It spurs an action which leads to achievement of the ads original objective ie: it
prompts potential customers to purchase or use your product or service.

Making sure your advertisement is legal

Section 52 of the Trade Practices Act (Cth) 1974 prohibits misleading or deceptive conduct. You must consider the advertisement as a whole and the ordinary meaning of the words used. You must determine if the people to whom the advertisement is directed are likely to be misled or deceived by its content. You can use humour, cartoons and slogans to make your ad stand out, but be sure theyre not likely to mislead or deceive your audience. The Australian Competition and Consumer Commission (ACCC) provides advertising guidelines in information circulars that are available from the local office of the ACCC, or from www.accc.gov.au.
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Commonly used media

There are many media options open to advertisers. Which media you use will depend on who you are trying to reach, what you want to say and your budget. Often a combination of media (the media mix) can be used to good effect. Remember to keep your branding and message consistent across all media. This includes use of colours, logos, design elements and fonts.

Stationery
Stationery, which includes letterheads, envelopes and business cards, is a means by which your business image or name identification is projected. Good quality stationery, used with care and attention and with a high standard of presentation, is an everyday means of presenting your business image.

Window display or office front

The external presentation of your business office or shop is one of the principal ways of establishing your business image. An attractive, well maintained exterior with clear, bold sign writing is an essential start. Windows should be bright, attractively presented, scrupulously clean and well lit at night. The display should be arranged neatly and aimed at projecting an attractive company image and providing a reason to buy your products or services. Above all it should have sufficient impact to attract attention.

Press advertising
This is a commonly used form of general advertising and includes advertising in all press such as newspapers, magazines and journals. Press advertising is suitable for image building, information dissemination and sales campaigns. It is also a very affordable option for small businesses.

Radio
Radio is considered by many advertisers as an ideal medium due to its ability to reach specific target groups e.g. teenagers, racing followers or grocery buyers. Radio advertising covers spot adverts (usually 15 or 30 second), promotions or talkback/DJ discussions. Most radio stations offer packages which include production and extension of your radio campaign through their websites.

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 Television
Television is a powerful advertising medium because it creates impact through sight, sound and movement however the cost of producing the advertisement and procuring sufficient air time to allow the campaign to work often makes it prohibitive for small business.

Direct mail
This is a broad category covering direct communication with the consumer through email, post or fax. It can include newsletters, catalogues and letters. If you plan to use email, be sure to comply with national anti-SPAM legislation which makes it illegal to send unsolicited commercial electronic messages. Visit the Australian Communications and Media Authority website for more details - www.acma.gov.au.

Outdoor
This is any type of advertising which is done outdoors, including static advertising such as billboards, backs of street benches and bus shelters or mobile advertising displayed on buses, trains, taxis or towed signage.

Ambient
Refers to any form of advertising that occurs in a non-standard medium outside the home, and usually where your consumers are likely to be. Its limited only by your imagination and includes things like advertising on the back of shopping receipts or toilet doors at the cinema, placing branded coasters at the local pub, projecting onto buildings, advertising inside lifts or distributing branded cups.

Cinema
You can purchase cinema advertising by individual cinemas or screens for a set amount of screenings or runs. Most providers offer packages which include production and screening of your advertisement

Point of Sale
Advertising at the point where the consumer makes a purchase decision eg: floor stickers, instore digital advertising, shopping trolley signage, shelf or counter posters or playing interviews about your product in store.

Online
The options for online advertising continue to grow rapidly. They include advertising on your website, advertising on other websites, creating links to your website from other websites, publishing blogs, offering online product games, social networks and forums.
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 Directory listings
Many consumers use business directories to find a supplier. Directories include the yellow or white pages, union directories, trade directories or local business directories.

Evaluating the effectiveness of your advertising

Famous American department store merchant John Wanamaker (1838-1922) was attributed as saying Half the money I spend on advertising is wasted the trouble is I dont know which half. This quote is often still true today as many businesses do not evaluate the effectiveness of their advertising. Evaluating effectiveness can be as simple as staff asking every new customer How did you hear about us? or asking every customer that responds to an advertised special where did you see or hear our advertisement? Whatever method you use, it is absolutely critical in getting top value for your advertising dollar by finding out which media works and which doesn't.

2. Selling What is selling?

Put simply, selling is the exchange of goods or services for an agreed sum of money. Depending on the circumstances, a sales transaction can include one, some or all of the following stages.

Prospecting and qualifying identifying qualified prospects ie: those that are likely to
want or need your product or service and can afford to pay for it.

Pre-approach undertaking research about prospects to assist in the actual selling process. Approach making actual contact with the prospect in person, by phone or in writing. Presentation and demonstration presenting and demonstrating the features and benefits
of your product or service in order to convince the prospect that their want or need can be satisfied. Handling objections demonstrating the product or service value to overcome real or perceived objections or misunderstandings that are impeding the purchase decision. Closing bringing the selling process to a successful conclusion by either asking for the order or responding to a positive decision from the prospect.
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Follow-up proactive or reactive contact with the purchaser to establish their satisfaction level and to address any problems that may exist. In planning the selling element of your marketing strategy you will need to consider the following:

The size and structure of your sales team Recruiting, training, motivating and evaluating individuals and the team as a whole The remuneration structure The location/territory to be serviced Management and communication systems Selling is a particularly important element if you are marketing services because the purchaser of a professional service is in fact buying the capabilities of the seller. So he or she would be closely evaluating the behaviour and characteristics of your sales person, your business, its reputation, facilities and appearance

3. Sales Promotion What is sales promotion? Sales promotion relates to short term incentives or activities that encourage the purchase or sale of a product or service. Sales promotions initiatives are often referred to as below the line activities. What are the major sales promotion activities? Sales promotion activities can be targeted toward final buyers (consumer promotions), business customers (business promotions), retailers and wholesalers (trade promotions) and members of the sales force (sales force promotions). Here are some typical sales promotion activities: Consumer promotions Point of purchase display material In-store demonstrations, samplings and celebrity appearances Competitions, coupons, sweepstakes and games On-pack offers, multi-packs and bonuses Loyalty reward programs Business promotions Seminars and workshops Conference presentations Trade show displays
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Telemarketing and direct mail campaigns Newsletters Event sponsorship Capability documents

Trade promotions Reward incentives linked to purchases or sales Reseller staff incentives Competitions Corporate entertainment Bonus stock

Sales Force Promotions Commissions Sales competitions with prizes or awards

4. Public Relations What is public relations? The Public Relations Institute of Australia (PRIA) defines Public Relations (PR) as: The deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation (or individual) and its (or their) publics. Put more simply, public relations is about building good relations with the stakeholders (public) of your business by obtaining favourable publicity, building a good corporate image and handling or heading off unfavourable rumours, stories and events. By building good relationships with your stakeholders, particularly customers, you can generate positive word of mouth and referrals from satisfied customers. Who is a stakeholder? Stakeholders are the various groups in a society which can influence or pressure your businesss decision making and have an impact on its marketing performance. These groups include:

Clients/customers Staff Shareholders

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Strategic partners Media Government Local community Financial institutions Community groups Operationally, stakeholders really refer to those groups that your business is or should be, communicating with. What are the main public relations tools? Typical PR tools include:

News creation and distribution (media releases) Special events such as news conferences, grand openings and product launches Speeches and presentations Educational programs Annual reports, brochures, newsletters, magazines and AV presentations Community activities and sponsorships What are the key steps in implementing public relations? Implementing effective public relations activities requires careful planning. The three major steps are outlined below Setting the objectives what is it you want to achieve and who do you want to reach? Is it to create awareness of a new product or service to your existing clients, to overcome community misconceptions about your business or to create a positive impression with your bank manager? Deciding on the message and the vehicle what is the major thing you want to communicate and what public relations tools will you use to get the message to its target? Evaluating the results did you achieve the desired result and did it lead to a positive outcome? Many small businesses do not devote enough attention to public relations in their promotional mix but done properly, it can be a powerful and cost effective business development and marketing tool.

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INTRODUCTION TO DENTAL INDUSRTY

By 2014, the Indian dental equipments industry is expected to reach US$ 116.43 million, growing 6% annually, the dental care services market US$ 1.16 billion and oral care market US$ 1.8 billion The Indian healthcare industry is experiencing quick transformation owing to the increasing demand for quality healthcare. In India, Oral healthcare is an important aspect of the overall health of an individual. Diseases such as dental caries and oral cancers are major public health issues in India. Water fluoridation, fluoride toothpaste and a growing awareness of dental hygiene have led to improvements in the dental health of Indians over the past 25 years further leading to greater demand for restorative dental treatment. Indian Oral Infrastructure has shown marked improvement in the past 4-5 years but still needs to be improved further not only in rural areas but in urban areas as well. Indian dental care services market, constituted by dentists and dental ancillary services, is estimated at US$ 660 million in 2009, dental equipments & appliances market as US$ 87million and Dental Oral care market is estimated as US$ 1 billion. India is a net importer of dental equipments and supplies. However, India's external trade in dental equipments and supplies is turning favorable to India, with increasing exports and declining imports.

In India, oral care infrastructure had 73,057 dentists as of 2008, serving one billion population. As far as the overall ratio of dentist to population is concerned, there was a marked improvement between 2005 and 2008. In 2008, the dentist-to-population ratio in India was 1:16,120. There are around 282 dental schools with 15,000 students graduating each year; about 140 of such schools have post graduate courses in various fields of dentistry. There will be a mixed impact of growth factors, constraints and success factors on the Indian Dental Market; hence Cygnus has come out with Indian Dental Market Industry report which brings out the past performance, trends and future prospects keeping in mind the various factors. SCOPE OF THE REPORT - Market Size in India and globe - Export Import - Oral Care Infrastructure
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- Factors driving growth, Critical Success Factors, Issues & Challenges - Councils & Industry Associations - Regulations in Indian market - Major players in the field of dental products and services - Future Outlook REASONS TO BUY - To understand the various factors which are fuelling the growth and those which are critical to the industry - Comprehensive report covering all the aspects required to understand the industry performance and future prospects. - Unique report on Indian Dental Market (4th Edition) FOR WHOM Manufacturers interested in supplying Indian dental market and independent industry researchers, dentists & pharma companies to keep themselves abreast with the latest happenings in the industry and Dental Colleges to provide business perspective to the students Related reports Indian Medical Devices & Equipments Market, Medical education in India, Diagnostics & Pathology Markets in India; Pre- feasibility report on Multi-Speciality Hospitals

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Profile of The organization

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Origin of the Organisation Mission Statement "Maintain our global leadership in high quality installation systems for dentistry industry." DENTAL IMPLANTS INDIA PVT. LTD. is a joint venture between A.R.D.S International, ISRAEL and the SHAIL Group, India, a dynamic business group with interests in diverse industries as dentistry, dental equipment manufacturing, die stones and dental implants. DENTAL IMPLANTS INDIA is the first and only company in the industry of tile and stone installation materials to have obtained the prestigious ISO 9001:2000 Company Certification, which exemplifies its commitment to provide the customers with products of highest quality and standards. DENTAL IMPLANTS INDIA is expanding its operations into Indian sub continents countries like Sri Lanka, Nepal and Bhutan. It has 12 regional offices with over 200 employees and a 100+ dealer network across the Indian sub-continent. For over 50 years and in more than 120 countries, ARDS has been the world leader in high- strength, shock and internationally recognized quality of dental implants. ARDSs history of successful installations internationally is a testimony of its efficiency. The companys long record of product quality par excellence has ensured international success in a wide range of project areas facades, implanting The range of products imported from Israel adhere to strict quality
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standards. Now, to cater to its increasing consumer base in north India, a new plant has been commissioned at Noida. GROWTH AND PRESENT STATUS OF THE ORGANISATION

DENTAL IMPLANTS India is the first and only company in the industry of implants and dentistry materials to have obtained the prestigious ISO 9001:2000 Company Certification, which clearly shows its commitment to provide customers with products of highest quality and 1. In a span of five year, DENTAL IMPLANTS INDIA which started off with a corporate office in Bhopal is now spread across the country with 13 regional offices and a 70 dealer &distributor network and is still growing. It continues to extend its world class services and solution among dentistry, institutions and dentists. 2. In compare to 2009, DENTAL IMPLANTS INDIA increases their sale 35 times more in CENTRAL Zone in recent years. 3. From 2009 till now DENTAL IMPLANTS INDIA have more than 15 exclusive dealer and sub-dealer only in Bhopal and Indore. 4. Since its commission in the year 2008, DENTAL IMPLANTS INDIA range of products have been directly imported from ARDS facility located in ISRAEL. To ensure
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that the products adhere to strict quality standards, the factory is equipped with advance testing equipment such as INSTRON UNIVERSAL Testing Machine, thereby upholding ARDS commitment towards quality. Now, to cater to its increasing consumer base in North India, another HEAD OFFICE has been commissioned at NOIDA in NEW DELHI in the year 2011.

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FUTURE PLAN OF THE ORGANISATION Higher the goals tougher the climb In this fast growing world each and every company wants to stand on the peak of the world by achieve their goals and by fulfil the customers needs and wants. So to achieve this goal every company has their certain future plans to attract their customers. In the same way DENTAL IMPLANTS INDIA PVT. LTD. has their own future plans to fulfil the wants and needs of their respected customers and these are as follows:

1. DENTAL IMPLANTS INDIA PVT. LTD. wants to setup their head office at Eastern Zone at Kolkata. 2. Also wants to achieve maximum targets in the form of customers.

3. Taking necessary steps to increasing better service facilities. 4. Also wants to develop new techniques and tools for rapid and better production. 5. Within 2015 DENTAL IMPLANTS INDIA PVT. LTD. wants to stand on number 1 position in the field of dentistry Installation in the market throughout the central-south India.

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ORGANISATIONAL HIERACHY

Regional Sales Manager

Bhopal Retail Manager

Bhopal Project Manager

Bhopal & nagpur Region

North West Region

8 Executives

2 Executives

5 for
bhopal

3for nagpur

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PRODUCT PORTFOLIO

The Smart Implant - Minimum Drilling - Maximum Primary Stability The uniqueness and exceptional
geometrical shape of ARDS' Smart implants, combined with ARDS drilling technique, ensure a reduction of drilling volume along with an additional gain of primary stabilization. The design of the implant was derived from the different qualities of the bone at its cortical and spongiosal parts. While the cortical bone provides us with a stable grip, it also suffers from limited blood supply and high probability of necrosis due to over-pressure. The spongiosal bone on the other hand, does not provide us with a stable grip but it is compressible and has high blood supply and stem cells which contribute to the healing process. ARDS dual thread implants have a varying screw width. The implant is internal hex and uses a universal 3.75mm platform for all diameters above 3mm. The implant consists of one screw width along the entire implant the upper part's thread starts at 0.2mm depth and gradually deepens to 0.9mm after 5.5mm from the top. The upper part, 5.5mm long, is consisted of two threads in order to increase the implant's surface area, and is designed to better grasp at the cortical bone without compressing it. The lower part, slightly tapered, is consisted of 0.9mm deep thread and a wide tread in order to allow better grip at the spongiosal bone through its compression while enabling high blood supply around the core of the implant. This high blood supply is crucial for the bio-activity of the bone. The second thread overlaps with the first and ends after 5.5mm from the
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top. The advancement of these two threads is identical on the upper and lower parts, so that the implant advances at an equal pace through its entire length. This eliminates any tension between the upper and lower part of the implant. The design of the groove at the tip of the implant enables the implant to cut through the bone and compress it towards the implant's core. The correlation between the implant's shape and the bone type to which it enters, results in an equal distribution of load forces along the entire length of the implant, (as can be shown in the diagrams below - for the full experiment click here) and an increased primary stability of the implant.

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IMPLANTS Smart The Smart implant is a dual thread internal hex implant, slightly tapered at its lower part with a 3.75mm universal platform. The Smart's unique dual thread design and exceptionally large surface area enables optimal grip of the implant both in the cortical and the spongiosal bone, thus creating excellent primary stability and equal distribution of forces along the implant. The Smart is self tapping and compresses the bone as each thread penetrates deeper than the one before. The Smart is suitable for all bone types including especially low quality bones.

All smart implants are packed together with a single use leading pin ARDS Drilling technique is recommended for use with the Smart implants but standard drilling is optional as well

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Classic The Classic implant is a conical internal hex implant with a short parallel upper part and a 3.75mm universal platform. The Classic is self tapping and condenses the bone through the insertion process, resulting in high primary stability, necessary in immediate implantations. The Classic will optimally be used for softer bone when bone compression around the implant can be done.

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Premium The Premium implant is a parallel internal hex implant, slightly tapered at its bottom with a 3.75mm universal platform. The Premium implant does not condense the bone and therefore recommended to be used also for harder and more condensed bones such as type I.

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DRILLS

Trephine Drills

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Standard Drills

Marking Drill

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2mm

2.8mm

3.6mm

4mm

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Statement of the problem

1) Every organisation needs to maximise its customers base and to retain it.

2) The present study is to find out the different and possible methods to attract the customers towards the organisation.

3) The study also focuses on the challenges being posed by different competitors.

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OBJECTIVES OF STUDY

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Objective of the Study The main objective to conduct this research is to understand the Dental Implant (DI) market & develop the dental positioning for new product launch i.e. Drills Primary Objective

research.

products

launch Scope/Importance of the Study The project scope involves the study of the Anesthetists armamentarium of drugs. Understand the Dental Implant (DI) category, their mechanism of action and clinical use of DIs & their place in therapy. The project scope also involves the finding of clinician preferences in current DIs available with the marketing research and developing a medical positioning for Drills from the above collected data. Managerial Usefulness of the Study

This study helps to understand marketing research basic terminologies & different strategies for different market situation
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Limitation of the Study

constraint. opinions, and authenticity of their statements cant be verified too.

feedback obtained from survey.

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Research Methodology

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Types of Research and Research Design

Quantative Research- Quantitative research generates numerical data or information that can be converted into numbers. Only measurable data are being gathered and analyzed in this type of research.

Qualitative Research- Qualitative Research on the other hand generates non-numerical data. It focuses on gathering of mainly verbal data rather than measurements. Gathered information is then analyzed in an interpretative manner, subjective, impressionistic or even diagnostic

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Research Methodology molecule in customer. section of the industry. each of the respondents.

persons and not on questionnaire alone. Generally speaking, doctors are most reserve persons on the planet and they are not flattered by attention and this sometimes overcomes any inhibitions so that matters quite secret are paraded before the observer with seeming abandon. At other times, particularly where an issue has been the subject of recent press attention, the shutters go up and there is no way in. All you can do in such circumstances is to give up and try something else likely to be more productive - you haven't the time to spend on lengthy negotiation. Crucial to the business of initially gaining access is the whole matter of assurances of confidentiality, anonymity, etc, which I consider below. Your stance, once granted access, depends on how much of an active participant you want to be in the arena you are observing - the more obviously committed you are to one particular stance or ideology the more others will take this into account when revealing their thoughts or their actions to you.

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In this context the questionnaire was not a fully fledged one and was made with an intention of getting the main information as doctors dont have that much time to spare and also a long questionnaire may irritate them. So the questionnaire used in my research was really crisp and was aimed at getting the required information in the least time, also the questionnaire was used for primary purpose only.

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Research Design Research design specifies the methods and procedures for conducting a particular study. A research design is the arrangement of conditions for collection and analysis of the data in a manner that aims to combine relevance to their search purpose with economy in procedure. Research design is broadly classified into three types as:

Design

Descriptive Research Design Descriptive research studies are those studies which are concerned with described the characteristics of particular individual. In descriptive as well as in diagnostic studies, the researcher must be able to define clearly, what he wants to measure and must find adequate methods for measuring it along with a clear cut definition of population he want to study. Since the aim is to obtain complete and accurate information in the said studies, the procedure to be used must be carefully planned. The research design must make enough provision for protection against bias and must maximize reliability, with due concern for the economical completion of the research study.
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SAMPLE DESIGN A Sample Design is a definite plan for obtaining a sample from a given population. It refers to the technique to the procedure adopted in selecting items for the sampling designs are as below:

SAMPLE SIZE The sample size has been 40 doctors. Conclusions had been arrived at using the response of the questionnaire.

SAMPLING METHOD In this marketing research project, I am using Random sampling method.

SAMPLE TYPE Area Sampling, and the area of sampling is Bhopal & Indore.

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Data Collection Method

Primary Data: - Primary data means data that are collected by different techniques like questionnaire, Depth interview, Survey, Schedules etc. In this project, primary data has been collected by the means of questionnaire.

Secondary Data: - Secondary data means data that are already available i.e.: they refer to the data which have already been collected and analyzed by someone else. Usually published data are available in: Various publications of the central, state/local governments or foreign governments, technical and trade journals etc. The secondary data involved in this project has been gathered from the medical journals, literatures and internet.

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ANALYSIS & INTERPRETATION

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METHODS & TECHNIQUES OF DATA ANALYSIS

Data Analysis Concept Data analysis is a practice in which raw data is ordered and organized so that useful information can be extracted from it. The process of organizing and thinking about data is key to understanding what the data does and does not contain. There are a variety of ways in which people can approach data analysis, and it is notoriously easy to manipulate data during the analysis phase to push certain conclusions or agendas. For this reason, it is important to pay attention when data analysis is presented, and to think critically about the data and the conclusions which were drawn. Raw data can take a variety of forms, including measurements, survey responses, and observations. In its raw form, this information can be incredibly useful, but also overwhelming. Over the course of the data analysis process, the raw data is ordered in a way which will be useful. For example, survey results may be tallied, so that people can see at a glance how many people answered the survey, and how people responded to specific questions. In the course of organizing the data, trends often emerge; modeling the data with the use of mathematics and other tools can sometimes exaggerate such points of interest in the data, making them easier for the researcher to see. Charts, graphs, and textual write ups of data are all forms of data analysis. These methods are designed to refine and distill the data so that readers can glean interesting information without needing to sort through all of the data on their own.

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Data Analysis process Once the necessary data collected, the next task is to aggregate the data in a meaningful manner. A number of tables are prepared to bring out the main characteristics of the data. The researcher should have a well thought out framework for processing and analyzing data, and this should be done prior to the collection. It includes the following activities: I. Editing The first task in data processing is the editing. Editing is the process of examining errors and omissions in the collected data and making necessary corrections in the same. II. Coding Coding is necessary to carry out the subsequent operations of tabulating and analyzing data. If coding is not done, it will not be possible to reduce a large number of heterogeneous data into meaningful categories with the result that the analysis of data would be weak and ineffective, and without proper focus. III. Tabulation Tabulation comprises sorting of the data into different categories and counting the number of cases that belong to each category. This is also called universal tabulation. The analysis based on just one variable is obviously meager. Where two or more variables are involved in tabulation, it is called vicariate or multivariate tabulation. IV. Analysis After the all three above steps, the most important step is analysis of the data.
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DATA ANALYSIS
OBJECTIVE 1: Implanting Practiced by Dentist In the process of market survey, the first thing to determine was to find out the Dental Implanting (DI) preferred by the doctors in their clinical practice. Out of those visited, the information has been collected and it has been noticed that though most of the Dentist preferred one or more available DI molecule. Hence, in order to find out the actual figure for the preference of the available DI, the criteria has been set to find out the actual preference of the DI by doctors. This is done by maintaining the criteria for DI preference by dentist, if the percentage of consumption of the particular molecule is 65 % or more than only it is counted in the following chart:

17.5% 17.5% 65%

DI USED BY DENTIST MAYBE IN FUTURE DI NOT PRACTICED

Figure 1: Implanting Practiced by Dentist

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OBJECTIVE 2: WHICH TYPE OF IMPLANTS ARE USED BY DENTIST.

IMPLANTS DENTIST PREFERENCE

SMART 45%

CLASSIC 35%

PREMIIUM 20%

45% 40% 35% 30% 25% 20% 15% 10% 5% 0% SMART CLASSIC PREMIIUM DENTIST PREFERENCE

Figure 2: WHICH TYPE OF IMPLANTS ARE USED BY DENTIST.

NOTE: As seen above 45% dentist uses smart implants as it is less expensive and available in variety of length, whereas 20% of dentist uses premium implants as it is made up of high quality titanium composites delivering high end quality.
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OBJECTIVE 3: WHICH TYPE OF PROMOTION STRATEGY IS MORE EFFICIENT IN CASE OF DI`S?

SOURCES PREFRENCE

PERSONNAL CONFERENCE OTHERS INTERACTION 60% 25% 15%

60% 50% 40% 30% 20% 10% 0% PERSONNAL INTERACTION OTHERS PREFRENCE

Figure 3: WHICH TYPE OF PROMOTION STRATEGY IS MORE EFFICIENT IN CASE OF DI`S?

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NOTE: 60% of company promotion strategy was majorly focused on personal interaction with dentist and institutions.
KARAN BATRA | AGBS PUNE 2013

OBJECTIVE 4: MARKET SHARE OF ARDS AND COMPETITORES?

COMPANY DENTAL IMPLANTS INDIA OTHERS TOTAL

MARKET SHARE 65% 35% 100%

70% 60% 50% 40% 30% 20% 10% 0% MARKET SHARE

Figure 4: : MARKET SHARE OF ARDS AND COMPETITORES?

DENTAL IMPLANTS INDIA OTHERS

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NOTE: As seen above the dental implants India Pvt. Ltd. Is the leader in terms of market share in M.P & C.G sector comparably to others.

OBJECTIVE 5: BUDGET ALLOCATED FOR VARIOUS TYPES OF PROMOTION.

TYPES BUDGET ALL.

P. CONFERENCE OTHERS INTERACTION 50% 40% 10%

50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% P. INTERACTION CONFERENCE OTHERS

BUDGET ALL.

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Figure 5: BUDGET ALLOCATED FOR VARIOUS TYPES OF PROMOTION.

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NOTE: As seen above highest budget allocated is to personal interaction as it is less expensive and more efficient.

INTERPRETATION
ARDS INT. strength is in its differentiation. Its strength in differentiation comes from the immense diversity of products the company offers that are considered innovative and unique compared to products made by competitors. ARDS INT produces DENTAL, medical, and implant products. They are the leading innovators in anesthetics, and diabetes care. Abbotts financial performance is consistent with its mission, objectives, and organizational environment. The companys vision is Always at the forefront, always first choice, and the company embraces the idea of focusing on a culture of continuous improvement and a dedication towards organizational excellence. This includes the improvement of employees, products, and the company as a whole. ARDS greatest differentiator is in the diverse mix of their business portfolio. Abbotts broad line of products and the success of their employees is what contribute to such high numbers, as well as the companys ability to produce what people need throughout the world, medically, dental, and implants. The industry is changing fast. To survive and to prosper involves managing drug pipelines as drugs come off patents they no longer bring in enough revenues and must be replaced quickly by other drugs with durable patents. This means that the companies have to think ahead, something that sounds easy but involves great risks. Huge sums must be invested in uncertain in-house research and development and/or must go toward mergers and acquisitions with other promising companies.
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Strategic alliances can be used to augment opportunities as well. As companies develop their new pipelines, they must be mindful of changes caused by regulations and deregulations in countries all over the globe.

The global competitive environment creates challenges and opportunities for the companies with equal importance for the communities in which they reside. This research offers no new insights into what it takes to build a viable new product launch but it surely underlines two facts that it is worth doing in Indian market and that it will involve retaining and attracting more market share with financial boost that need to take sizeable financial risks.

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FINDINGS FROM THE RESEARCH

An important facet of research is the analysis and positioning of available DENTAL IMPLANT (NMB), and discuss opinion about the TITANIUM COMPOSITE before the launch in the Indian market. TITANIUM COMPOSITE has been available in International market for years, but the availability of the new molecule in India solely depends on the ARDS. Since, TITANIUM COMPOSITE is licensed to use by ARDS. In terms of the new molecule TITANIUM COMPOSITE, Abbott holds monopoly in the market. But, it is essential to study the detailed performance of available muscle relaxant in the market, in the DI category. This would determine the clinical positioning of TITANIUM COMPOSITE. Safety is the most important characteristics that individual seek in a NMB agent. ALUMINIUM has been in the top of the list in their clinical practice in any GA procedures, followed by TITANIUM and Vecuronium. This creates a good market for TITANIUM COMPOSITE, since most of the doctors consider it as one of the safest molecule in the DI category. often or common. Though, the main reason cited for the need to use reversal has been that, 79% of dentist believe the patient must be reversed. 92% doctors believe it doesnt need any reversal, as it is considered as self- reversal agent. 63% of doctors have similar belief about
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TITANIUM COMPOSITE, which gives it competitive advantage over available DI agents. t has been found that TITANIUM dominates the market share when it comes to below 30 minutes surgery or 30 60 minutes surgery.

market share of Vecuronium, Titanium & Allmunium. Where, allmunium has edge over the other two. Titanium is the most preferred molecule by doctors and also holds larger market share than other competitors.

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CONCLUSION
The dental industry currently represents a highly competitive environment. Pharmaceutical companies have to operate in a highly regulated environment; the degree of regulation to a significant extent depends on the country and type of the product. One of the most important aspects of government regulation for dental companies is price regulation, and different countries have different policies on this issue. As the result of price control, prices of the same products can significantly differ in different countries. DENTAL IMPLANTS INDIA PVT. LTD. has been enjoying the long run of its monotonous market in terms of its product TITANIUM IMPLANTS. With the new product launch, TITANIUM COMPOSITE it wouldnt be wrong to say that company will enjoy the similar situation, if price being the competitive factor. With the Almunium occupying the maximum market shares in DI category, it would be easy to be replaced by TITANIUM COMPOSITE. Since, it is one of the 10 isomers of original molecule almunium besylate. Prior to its launch and clinical use TITANIUM COMPOSITE has been well positioned as self reversal agent. Hence, it has good positioning in terms of need of reversal agent. TITANIUM COMPOSITE being one of the safest molecule in the DI category, it can pick up in the market quiet well. As in the research it has been found that safety is the most important characteristics that doctor seek in an
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ideal DI. Apart from this, majority of doctors has a belief that it would be essential for all GA procedures. Hence, it can be considered that the market condition and initial opinion about the product is ideal for the launch of TITANIUM COMPOSITE.

ANNEXURE Q.1
WHICH TYPE OF IMPLANTS ARE USED BY DENTIST.

IMPLANTS DENTIST PREFERENCE

SMART

CLASSIC

PREMIIUM

Q.2
WHICH TYPE OF PROMOTION STRATEGY IS MORE EFFICIENT IN CASE OF DI`S?
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SOURCES

PERSONNAL CONFERENCE OTHERS INTERACTION

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PREFRENCE

Q.3
MARKET SHARE OF ARDS AND COMPETITORES?

COMPANY DENTAL IMPLANTS INDIA OTHERS TOTAL

MARKET SHARE

Q.4
BUDGET ALLOCATED FOR VARIOUS TYPES OF PROMOTION.

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TYPES

P. CONFERENCE OTHERS INTERACTION

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BUDGET ALL.

REVIEW OF LITERATURE
WEBLIOGRAPHY:
GOOGLE ARDSIMPLANT.COM HTTP://SHAILGROUP.IN/DI/DEFAULT.ASPX

BOOKS:
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MARKETING MANAGEMNET- PHILIP KOTLER MARKETING RESEARCH- NARVESH K. MALHOTRA

KARAN BATRA | AGBS PUNE 2013