SURVEY TO CHECK SALES OF

TELISTA AND VOBIT BRANDS

AVAILABLE IN THE MARKET FOR
LUPIN LTD.
RESEARCH PROJECT REPORT
SUBMITTED IN PARTIAL FULFILLMENT FOR THE DEGREE IN
MASTER OF BUSINESS ADMINISTRATION
PHARMACEUTICAL MANAGEMENT
Submitted by-
University Roll No.
Academic Year
UNIVERSITY INSTITUTE OF APPLIED
MANAGEMENT SCIENCES
PANJAB UNIVERSITY,CHANDIGARH, INDIA



SURVEY TO CHECK SALES OF
TELISTA AND VOBIT BRANDS
AVAILABLE IN THE MARKET FOR
LUPIN LTD.
Submitted for the partial fulfillment of degree of MBA Pharmaceutical Management:

Name of the Student:
Name of the Supervisor:










CERTIFICATE

This is to certify that the Summer Project Work of Mr. / Ms ___________________________
of University Institute of Applied Management Sciences, Panjab University, entitled
_______________________________________________ is a bona-fide piece of work and that
this work has not been submitted elsewhere in any form earlier. The project work was carried out
during _______ to _______.
(Sd/- Project Guide)
(From the organisation)
Date:








DECALARATION BY CANDIDATE


This is to certify that project report entitled SURVEY TO CHECK SALES OF TELISTA AND
VOBIT BRANDS AVAILABLE IN THE MARKET FOR LUPIN LTD. for the degree in MasterOf
Business Administration-Pharmaceutical Management from the University Institute of
AppliedManagement Sciences, Panjab University, Chandigarh is my bonafide work and has not been
copied from any other source.The data included in this work is genuine.



Signature of Candidate
Date:
Place:









ACKNOWLEDGEMENT
It is my privilege to acknowledge with gratitude, the invaluable guidance by my mentor and
guide, Mr. Sumesh Kumar (Area Manager, Lupin Ltd.) for guiding this project and who
helped me to retrieve data from various documents, exploring the market scenario and other
facilities at The Lupin Ltd., Panchkula for analysis and to provide timely guidance and
encouragement to complete and compile up this project report and the management course.
I would also like to record my gratitude to:
Lupin Ltd. Pkl for the permission to undertake this training at their organization and
also allowing me to participate in various processes and managerial decisions.
Mr. Rishi , Marketing Executive at Lupin Ltd. for his support and guidance at every
step of my study and helping me in collecting the primary data for the report.
Dr. S.K. Sharma, Director, University Institute of Applied Management Sciences,
Panjab University, Chandigarh for his encouragement and support.
Dr. P.K. Sharma, Coordinator, University Institute of Applied Management Sciences,
Panjab University, Chandigarh for his valuable advice from time to time.
All the other staff members of Lupin Ltd. Pkl for the support and guidance.
All my teachers, my colleagues and friends for their support.
Finally I would like to thank my parents for their love and support.





PREFACE
This project deals with SURVEY TO CHECK SALES OF BRANDS OF MATILDA and UBEXA
BRNDS AVAILABLE IN THE MARKET. It was my fortune to do this dissertation. I learnt a lot of
new things which could never been learnt from theory classes. This research project is presentation of
my summer training.
In the first phase of the research project, there is a introduction of pharmaceutical industry, Life at
Lupin, company profile, Lupin and products of Lupin are given. After that a market research is
performed with a sample size of 150 Chemists. The research study was limited to Chandigarh and
Mohali region. Here, in my survey, I have contacted the respondents through personal interviews with
the help of questionnaires.
The main objective of the research to do the survey to check the sale of both these Salt. In the last phase
of the report findings, suggestions and conclusions have been drawn.
The success of the company lies in strict quality control, manufacturing facilities, Cost Competitiveness,
Well Developed Industry with Strong Manufacturing Base, Access to pool of highly trained scientists,
both in India and abroad, Strong marketing and distribution network.












SUMMARY
The company handed over the project of comparative analysis of ethical drugs of Lupin Ltd. and other
players in local market to:

To study the present status of their DIABETIC DRUGS in Chandigarh and Mohali region.
Know the no. of competitive players in the Chandigarh and Mohali region.
To study the %age sales contribution of LUPIN towards the total sales of drugs in the region.
To know about the strategies being followed by other companies to build relations with chemists,
distributors and Doctors etc.
To know about the various strategies being followed by other companies to increase their sales.

The study area included the chemists, distributors of all sectors of Chandigarh, all the phases of
Mohali and would also include major hospitals like PGIMER, GHMC sector 32,sector 16 govt. hospital,
Fortis.Silver oaks hospital,Cheema hospital.
Its a two month training from 9
th
may to 8
th
of july.
The study was Quatitative and deccriptive in nature.
The study was based on both primary and secondary data.
Primary data being collected through surveys and secondary data being collected from
Company records.







INDEX

















INTRODUCTION TO MARKETING



The word 'Market' is derived from the Latin word 'Marcatus' which means merchandise,
trade or place where business is conducted. Market is the atmosphere of a region in the force of
demand and supply operate directly or by the means of any kind of communication that are
sufficient to bring about transfer in the title of the goods and it does not necessarily mean only a
place where actual buying and selling is conducted.

Meaning of Marketing:
Marketing is the most complex and challenging function performed by every
business firm. Business regards marketing as a management function to plan, promote and
deliver product to clients. Human efforts, finance and management constitute the primary
resources in marketing.
Marketing is the skill of selecting and fulfilling consumer desires in such a way that a dose of
money put in brings back maximum return.
Marketing views the customers as the very purpose of the business; sees the
business from the point of view of the customer; customer consciousness permeates
the entire organisation, all departments and all people in the organisation, all the time.

DEFINITIONS:
Marketing is the process of planning and executing the conception, pricing, promotion
and distribution of ideas, goods and services to create exchange that satisfy individual and
organizational objectives.

-American Marketing Association
Marketing is a social and managerial process by which individuals and groups obtain what they
need and want through creating, offering and exchanging products of value with others
-Philip Kotler
In short, modern marketing begins with the customer and ends with the customers satisfaction
and social well being. Under the market driven economy, buyer is the boss


PHARMACEUTICAL MARKETING:
Pharmaceutical marketing, sometimes called medico-marketing, is the business of
advertising or otherwise promoting the sale of pharmaceuticals or drugs. There is some
evidence that marketing practices can negatively affect both patients and the health care
profession. Many countries have measures in place to limit advertising by pharmaceutical
companies.
MARKETING PROCESS:
Marketing is the process by which products are manufactured according to the needs and
requirements of the consumers and after their production their ownership is passed on to the
final consumer for whom it is produced.

Marketing process is the dynamic process combining the different activities in the
flow of goods from the producer to the consumer
Marketing management is the process of scanning the environment, analyzing market
opportunities, designing marketing strategies and then effectively implementing and controlling
marketing practices.





Marketing management is the process of planning and executing the conception, pricing,
promotion and distribution of goods, services and ideas to create exchange with target groups
that satisfy customer & organizational objectives
Thus, marketing management represents an important functional area of business management
efforts for the flow of goods and services from producers to consumer. It formulates second
marketing policies and programmes and looks after their implementation and control.

























INDIAN PHARMACEUTICAL INDUSTRY

The Indian Pharmaceutical Industry today is in the front rank of Indias science- based industries with
wide ranging capabilities in the complex field of drug manufacture and technology. A highly organized
sector, the Indian Pharma Industry is estimated to be worth $ 4.5 billion, growing at about 8 to 9 percent
annually. It ranks very high in the third world, in terms of technology, quality and range of medicines
manufactured. From simple headache pills to sophisticated antibiotics and complex cardiac compounds,
almost every type of medicine is now made indigenously.
Playing a key role in promoting and sustaining development in the vital field of medicines, Indian
Pharma Industry boasts of quality producers and many units approved by regulatory authorities in USA
and UK. International companies associated with this sector have stimulated, assisted and spearheaded
this dynamic development in the past 53 years and helped to put India on the pharmaceutical map of the
world.
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.
The pharmaceutical industry in India meets around 70% of the country's demand for bulk drugs, drug
intermediates, pharmaceutical formulations, chemicals, tablets, capsules, orals and invertible. There are
about 250 large units and about 8000 Small Scale Units, which form the core of the pharmaceutical
industry in India (including 5 Central Public Sector Units). These units produce the complete range of
pharmaceutical formulations, i.e., medicines ready for consumption by patients and about 350 bulk
drugs, i.e., chemicals having therapeutic value and used for production of pharmaceutical formulations.
Following the de-licensing of the pharmaceutical industry, industrial licensing for most of the drugs and
pharmaceutical products has been done away with. Manufacturers are free to produce any drug duly
approved by the Drug Control Authority. Technologically strong and totally self-reliant, the
pharmaceutical industry in India has low costs of production, low R&D costs, innovative scientific
manpower, strength of national laboratories and an increasing balance of trade. The Pharmaceutical
Industry, with its rich scientific talents and research capabilities, supported by Intellectual Property
Protection regime is well set to take on the international market.
ADVANTAGE INDIA:


Competent workforce: India has a pool of personnel with high managerial and technical competence as
also skilled workforce. It has an educated work force and English is commonly used. Professional
services are easily available.
Cost-effective chemical synthesis: Its track record of development, particularly in the area of improved
cost-beneficial chemical synthesis for various drug molecules is excellent. It provides a wide variety of
bulk drugs and exports sophisticated bulk drugs.
Legal & Financial Framework: India has a 62 year old democracy and hence has a solid legal
framework and strong financial markets. There is already an established international industry
and business community.

Information & Technology: It has a good network of world-class educational institutions and
established strengths in Information Technology.

Globalization: The country is committed to a free market economy and globalization.
Above all, it has a 70 million middle class market, which is continuously growing.

Consolidation: For the first time in many years, the international pharmaceutical
industry is finding great opportunities in India. The process of consolidation, which has become a
generalized phenomenon in the world pharmaceutical industry, has started taking place in India.

GROWTH SCENARIO:
India's US$ 3.1 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.
Over 20,000 registered pharmaceutical manufacturers exist in the country. The domestic
pharmaceuticals industry output is expected to exceed Rs500 billion in the financial year 2009, which
accounts for merely 2.5% of the global pharmaceutical sector. Of this, bulk drugs will account for Rs
290 bn and formulations, the remaining Rs 210 bn . In financial year 2009, imports were Rs 190 bn
while exports were Rs230 bn.



STEPS TO STRENGTHEN THE INDUSTRY:
Indian companies need to attain the right product-mix for sustained future growth. Core competencies
will play an important role in determining the future of many Indian pharmaceutical companies in the
post product-patent regime after 2005. Indian companies, in an effort to consolidate their position, will
have to increasingly look at merger and acquisition options of either companies or products. This would
help them to offset loss of new product options, improve their R&D efforts and improve distribution to
penetrate markets.
Research and development has always taken the back seat amongst Indian pharmaceutical companies. In
order to stay competitive in the future, Indian companies will have to refocus and invest heavily in
R&D. companies will have to refocus and invest heavily in R&D.
The Indian pharmaceutical industry also needs to take advantage of the recent advances in
biotechnology and information technology. The future of the industry will be determined by how well it
markets its products to several regions and distributes risks, its forward and backward integration
capabilities, its R&D, its consolidation through mergers and acquisitions, co-marketing and licensing
agreements. As per WTO, from the year 2005, India will grant product patent recognition to all new
chemical entities (NCEs) i.e., bulk drugs developed then onwards. The Indian Government's decision to
allow 100 percent foreign direct investment into the drugs and pharmaceutical industry is expected to
aid the growth of contract research in the country. Technology transfer to 100 percent Indian
subsidiaries of MNCs is expected only in 2005. Indian pharmaceutical interests in making a mark on the
global scene got a boost .The Indian pharmaceutical industry is also getting increasingly U.S. FDA
compliant to harness the growth opportunities in areas of contract manufacturing and research. Indian
companies are increasingly focusing on tapping the U.S. generic market, projected to be around $18
billion. The Indian Pharmaceuticals sector has come a long way, being almost non-existing
during 1970, to a prominent provider of health care products, meeting almost 95% of countrys
pharmaceutical needs. The domestic pharmaceutical output has increased at a compound
growth rate (CAGR) of 13.7% per annum. Currently the Indian pharma industry is valued at
approximately $ 8.0 billion. Globally, the Indian industry ranks 4th in terms of volume and 13th
in terms of value. Indian pharmaceuticals industry has over 20,000 units. Around 260 constitute
the organized sector, while others exist


INTRODUCTION TO COMPANY
Life - the Lupin way
India's fifth largest pharmaceutical company. At Lupin people are biggest strength.We continuously
nurture and motivate our human assets. Lupin success to the efficient and committed workforce of 9000
LUPINITES across the globe. The Company's clear business goals are well entrenched amidst to their
people and each employee is proud to contribute towards the overall mission of the Company. The HR
function is constantly engaged in providing opportunities to Lupin people to equip them with the right
skills to enable them to learn, perform and succeed.Lupin people work as a team, respect one another, and
welcome constructive criticism. Lupin encourages its people to maintain work life balance. Work life is
marked with colourful celebrations, picnics and other employee events.
Quality
Lupin take considerable pride in the quality that they ensure and assure. Their operations are guided by
Quality Policy. Lupin believes that quality is the mainstay of competitiveness. So they constantly create
an environment of Quality and Compliance in line with the global best practices.Quality Assurance is
defined as the process of 'providing confidence that requirements will be met through highest quality and
there after systematic activities are put in place to ensure quality requirements for a product or service are
fulfilled.






COMPANY PROFILE
Lupin Limited, headquartered in Mumbai, India has successfully positioned itself as a
Transnational Pharmaceutical Company, with a wide global footprint. The Company
develops and markets a wide range of quality, affordable generic and branded
formulations and APIs in multiple markets across the world.
Business Mix
The Company has gained recognition as the worlds largest manufacturer of
Tuberculosis drugs. Over the years, the Company has moved up the value chain and
has not only mastered the business of certain intermediates and APIs, but has also
leveraged its strengths to build a formidable formulations business. It has a significant
presence in Cephalosporins, Cardiovasculars (prils and statins), Diabetology,
Asthama and NSAIDs therapy segments. Over the last four years, the Companys
business mix has improved with close to 70% of its revenues coming from
formulations and 30% from APIs.














Therapeutic Segments
Market
Growth
Rate(%)

Lupin Growth
Rate(%)
CVS 20 20
Anti TB -2 7
Anti Asthma 21 34
Anti Infective 15 15
GI 17 20
CNS 20 36
Anti Diabetic 24 44


Global Footprint
The Company has a wide onshore and offshore presence with its products available in
close to 70 countries. In terms of overall revenues, the overseas business constitutes
close to 55%, while the balance comes from the domestic market. Lupin has retained
a stronghold in India growing ahead of the industry and has achieved a formidable
position in many segments leveraging its sound marketing prowess and a wide product basket. The US
is Lupins largest market overseas where it has developed a robust branded
and generic business. Over a period of four years, Lupin has developed a business of
US$ 200 mn in the US and has been recognized as one of the fastest growing
Companies in this market. The Company aspires to replicate this success in other
Advanced Markets such as Europe, Japan and Australia.
During 2007, Lupin fast tracked its growth trajectory through two acquisitions. While
the acquisition of Kyowa positioned the Company amongst the top ten generic
pharma Companies in Japan; another acquisition in India provided it a springboard to
leap ahead in the CRAMS space.
Manufacturing
Lupins manufacturing facilities, spread across India, play a critical role in enabling
the Company realize its global aspirations, benchmarked to International standards,
these facilities are approved by international regulatory agencies like US FDA, UK
MHRA, TGA Australia, WHO, and MCC South Africa. The Company has leveraged
its strong vertical integration in building a global pharmaceutical powerhouse.
Research
The Companys intellectual pool of over 400 scientists is constantly engaged in path
breaking research. Its focus on drug discovery and advanced drug delivery systems
research has resulted in significant progress in its Novel Drug Discovery &
Development program and development of platform technologies that are being used
to develop value-added generic pharmaceuticals. Companys strong focus on creating
Intellectual Property (IP) assets has resulted in generating revenue streams through IP.
The Companys overall research prowess enables it to master cutting edge science and
technology.


Financials
Currently positioned amongst the top five pharmaceutical companies of India, the Company is
committed to achieve sustainable earnings and growth for all its
stakeholders. For the financial year ended March 2008, Lupin's Revenues and Profit
after Tax were Rs.27, 730 mn (US$ 694 mn) and Rs.4,083 mn (US$ 102 mn)
respectively. The Company reported a 34 % rise in revenues while the Net profit
increased by 32%. The company incurred R& D expenditure of Rs 1546 mn, which is 6 % of its gross
sales.
Going Forward
Lupin is poised to capitalize the opportunities that are set to unfurl in the global
pharmaceutical space and establish itself as an innovation led transnational
pharmaceutical company.













EXSISTING PRODUCT OF LUPIN
Products Category Pharmacopoeia

ANTIBIOTICS
Cephalexin
Cephalosporin*
BP/EP/USP/IP
Cefaclor BP/EP/USP
Cefadroxil BP/EP/USP/IP
Cefprozil USP
Rifaximin Non Systemic Gastro-Intestinal EP

ANTI-TB
Ethambutol
Anti-TB
BP/EP/USP/IP
Pyrazinamide BP/EP/USP/IP
Rifampicin BP/EP/USP/IP
Rifabutin BP/EP/USP/In-house

CARDIOVASCULARS
Lisinopril Anti-hypertensive BP/EP/USP/IP
Simvastatin Anti-hyperlipidemic EP/USP

CENTRAL NERVOUS SYSTEM


Levetiracetam Anti-convulsant USP
Lacosamide Anti-convulsant In-house
Eslicarbazepine Acetate Anti-convulsant In-house
Rasagiline Mesylate Anti-parkinson In-house
Pregabalin Neuropathic Pain Agent In-house

ANALGESICS
Flupirtine Maleate In-house

ANTI- GOUT
Febuxostat In-house











IRF THERAPEUTIC CONTRIBUTION


CVS
Anti Tb
Anti Asthma
Antibiotics
GI
Anti Diabetic
CNS
Nsaids
Others
Generics (Incl. Inst.)







10 LUPIN BRANDS


















HISTORY ABOUT LUPIN
Product Therapeutic segment Ranking
TONACT CVS 3
GLUCONORM Anti Diabetic 2
RABLET Gastro Intestinal 2
RCINEX Anti-TB 1
AKT Anti-TB 1
RAMISTAR CVS 3
CLOPITAB CVS 2
L-CIN Levofloxacin 1
ODOXIL Anti-Infective 1
DOXCEF Cefpodoxime Solids 7


HISTORY(years) Milestones
2009 Lupin acquired majority stake in Multicare Pharmaceuticals
Philippines Inc.
2008 Lupin expanded its product basket in Japan-Kyowa and received ten
products approval from Ministry of Health & Labour Welfare, Japan.
Lupin acquired Hormosan Pharma GmbH, a Generic Company in
Germany.
Lupin acquired stake in Generic Health Pty Ltd., in Australia.
Lupin acquired Pharma Dynamics in South Africa.
2007 Lupin acquired Vadodara based Rubamin Laboratories Ltd
(rechristened to Novodigm Ltd).
Lupin acquired Kyowa Pharmaceutical Industry Company Limited, a
leading Generic Company in Japan.
Commercial production was started at the New finished dosage
facility at Jammu.
Lupin received Best new manufacturer of the year award from
Amerisource Bergen.
2006 A new facility was set up at Jammu.
Maiden Bonus share were issued in the ratio of 1:1.
Maiden issue of Foreign Currency Convertible Bonds (FCCB)
aggregating US $100 mn, which are listed on Singapore Stock


Exchange.
2005 Maiden Employees Stock Option Plan was implemented.
US FDA and MHRA (UK) approvals were received for Goa.
New Lovastatin plant at Tarapur was approved by the US FDA.
2004 WHO approval was received for State of the art formulation Plants at
Goa and Aurangabad.
2003 Lupin had successfully implemented SAP ERP across the Company
to unify all business functions and processes.
Introduced collaborative messaging and workflow solution on the
intranet.
Oral Cefaclor injectible Plant at Mandideep was approved by US
FDA.
Lupin Pharmaceuticals Inc. USA, was formed for trading, marketing
and developmental activities in the US.
2002 Exports to the Advanced Markets crossed Rs.1000 mn.
Rising trend of exports as a % of total revenue up 33% year-over-
year.
Patent filings crossed 100.
Five ANDAs were filed.


New Anti-TB facility was commissioned at Aurangabad.
Rablet was rated by ORG-Marg as the second best launch of FY
2002-03.
2001 Lupin became the only Asian Pharmaceutical company to receive US
FDA approvals for its sterile cephalosporin facility.
A state of the art US FDA approvable oral cephalosporin bulk active
plant was commissioned.
State of the art R&D Centre at Pune was commissioned.
Lupin commenced supply of Cephalosporin bulk actives to its
alliance partners in the US.
Lupin Laboratories Ltd was amalgamated with Lupin Chemicals Ltd,
whose name was changed to Lupin Limited.
2000 The Cefotaxime facility was approved by the US FDA.
The Companys restructuring operations yielded encouraging results.
Work commenced on the R&D Centre at Pune.
1999 Lupins injectable cephalosporin bulk active plant at Mandideep was
approved by UK MCA.
1997 Lupins injectable Cephalosporins dosages plant at Mandideep
obtained UK MCA approval.
Lupins formulations facility at Aurangabad was upgraded.


Three plants of Lupin, manufacturing Cefaclor at Mandideep, 7
ACCA at Ankleshwar and Rifampicin at Tarapur, got US FDA
approvals.
ICMA Technology award was given for injectable Cephalosporins.
1996 Government of India conferred the Best Exporter Award on Lupin.
Company received the ICMA Technology award for injectable
Cephalosporins.
1992 Fermentation Plant of Lupin Chemicals Ltd was established at
Tarapur, Maharashtra.
Sterile Plant for injectable Cephalosporins (bulk) was commissioned
at Mandideep.
Lupin Laboratories Ltd and Lupin Chemicals Ltd raised money
through IPOs in 1993-94.
Won FICCIs award for contribution towards rural development.
1991 Injectable cephalosporin (bulk and dosages) production was initiated
at Mandideep.
Lupin won the ICMA technology award for successfully
manufacturing Vitamin B6.
1989 Joint venture in Thailand Lupin Chemicals (Thailand) Ltd was
established.
Two Plants Ankleshwar and Mandideep received US FDA approvals








INTRODUCTION TO THE DRUGS UNDER STUDY
1. MATILDA FORTE: contains MECOBALAMINE and LIPOIC ACID
for maintaining stringent quality standards.
1988 The Lupin Human Welfare and Research Foundation (LHWRF) was
founded by Dr Desh Bandhu Gupta to provide an alternative,
sustainable and replicable model of rural development.
1987 Cephalex in Plant at Mandideep and 7 ADCA plant at Ankleshwar
went on stream.
1981 Ethambutol production was started
1980 Lupin commissioned a formulations plant and an R&D center at
Aurangabad.
1972 Lupin Laboratories Pvt Ltd was incorporated.
1968 Lupin commenced business.


Active ingredients: Vitamin B12
Methylcobalamin is a cobalamin (MeB12) used in peripheral neuropathy, diabetic neuropathy etc.
It is a form of vitamin B12. This vitamer is one of two active coenzymes used by B-12 dependent
enzymes in the body, and is specifically the B-12 form used by 5-methyltetrahydrofolate-homocysteine
methyltransferase (MTR), also known as methionine synthase.Methylcobalamin is used in treating
diseases of vitamin B12 deficiency (such as pernicious anemia), or diseases of effective B12 deficiency,
such as vitamin B12 metabolic pathway pathologies.
Alpha-lipoic acid is a naturally occurring fatty acid that can be found in many foods such as yeast,
spinach, broccoli, potatoes, and organ meats such as liver or kidney. Alpha-lipoic acid has been used as a
nutritional supplement and antioxidant.Alpha-lipoic acid is often sold as an herbal supplement.
PHARMACOKIETICS: Mecobalamin is the neurologically active form of vitamin B12 and occurs as
a water-soluble vitamin in the body. It is a cofactor in the enzyme methionine synthase, which functions
to transfer methyl groups for the regeneration of methionine from homocysteine. In anaemia, it increases
erythrocyte production by promoting nucleic acid synthesis in the bone marrow and by promoting
maturation and division of erythrocytes.
Mecobalamin Adverse Reactions / Mecobalamin Side Effects:Oral: Anorexia, nausea, vomiting
and diarrhoea. Parenteral: Rash, headache, hot sensation, diaphoresis and pain/induration at IM inj site.
Potentially Fatal: Anaphylactoid reactions (parenteral).






2. UBEXA contains FEBUXOSTAT


ULORIC (febuxostat) is a xanthine oxidase inhibitor.r.Febuxostat is a non-hygroscopic.ULORIC
(febuxostat) tablets for oral use contain the active ingredient, febuxostat, and are available in two dosage
strengths, 40 mg and 80 mg..
PHARMACOKINETICS: Febuxostat reduces the production of uric acid in your body. Uric acid
buildup can lead to gout or kidney stones. Febuxostat is used to treat gout. Decreases serum uric acid by
inhibiting xanthine oxidase.
CONTRAINDICATIONS: Coadministration with azathioprine, mercaptopurine, or
theophylline.
Febuxostat (Uloric) side effects:Chest pain or heavy feeling, pain spreading to the arm or shoulder,
nausea, sweating, general ill feeling;sudden numbness or weakness, especially on one side of the body,
sudden headache, confusion, problems with vision, speech, or balance;pale skin, easy bruising or
bleeding, hearing problems, ringing in your ears nausea, stomach pain, low fever, loss of appetite, dark
urine, clay-colored stools, jaundice (yellowing of the skin or eyes);blood in your urine; or urinating less
than usual;








OBJECTIVES
1. Market Attractiveness Evaluation:


o Market sizing - estimating the size of a total market, how much is accessible by
the business, and/or what market share ambitions would be realistic.
o Competitive presence and customer preference.
o Customer spending patterns, budget cycles, and intent.
o Channel trends, preferences, and allegiances.
2. Customer Insight: Specific customer needs, aspirations, buying behaviors, usage patterns,
decision models, preferences, favourability, intentions, etc
3. Competitive Forces: Current and potential basis of competition in a market.
4. Communications Planning: What information sources do prospective customers pay
attention to, how to reach them, opportunities / vehicles for influencing target customers
and which are most effective.
5. Product Testing: Evaluation of product improvements, alternatives, packaging etc.
6. Concept Testing: Evaluation of potential products and solutions, clarification of needs,
wants, and preferences.
7. Customer Satisfaction: Measurement of quality of customer experience, perceptions,
reaction, loyalty, intent, etc.
8. Pricing: Testing of price / feature / quality / packaging / positioning combinations, price
points, promotions, loyalty schemes, terms and conditions, etc.




INTRODUCTION TO RESEARCH METHODOLOGY


Research means a search for knowledge or gain some new knowledge and methodology can
properly refer to the theoretical analysis of the methods appropriate to a field of study or to the
body of methods and principles particular to a branch of knowledge. A Research methodology
has a specified framework for collecting the data in an effective manner. Research
methodology means a "defining a problem, defining the research objectives, developing
the research plan, collecting the information, analyzing the information and presentation
of findings." Such framework is called "Research Design". The research process that was
followed by me consisting following steps:

A) Defining the problem
B) Developing the research plan
C) Collection of information
D) Analyzing the information
E) Presentation of findings

A) Defining the problem and research objectives

The definition of problem includes the study of Survey to check sale of Matilda
and Ubexa brands available in the market.

B) Developing the Research Plan
The development of research plan has following steps:
1.Data source
2.Research approach
3.Research instrument
4.Sampling plan


i) Sample unit
ii)Sample size
iii)Contact methods

1. Data Source: The researcher can get two types of data:
a) Primary Data
b) Secondary Data

a) Primary Data
Primary data is a data which did not exist earlier and is being collected by the researcher first
time for its specific objectives. In other words, direct collection of data from the source of
information, technology including personal interview, telephonic interviews with the help of
Questionnaire.

b) Secondary Data
Any data which have been collected earlier for some purpose are the secondary data. Indirect
collection of data from sources containing past or recent past information like brochures, annual
publication, books etc. Secondary sources used are:
Text books
Internet sites
Newspaper articles
Brouchers



2. Research Approach



Survey is best suited for descriptive and analytical research. Survey are undertaken to learn
about people's knowledge, beliefs, preferences, satisfaction and so on and to measure these
magnitudes in the general public. Therefore, I have done this survey for Descriptive and
analytical research process.

3. Research instrument
Quesestionnaire: Questionnaire is a type of statistical survey handed out in paper
form usually to a specific demographic to gather information in order to provider better service
or goods. A document that contains a set of questions that has been specially formulated as a
means of collecting information and surveying opinions, etc on a specified subject or theme,
etc.
A questionnaire was constructed for my survey.

1. Sampling plan
Sample is a group of few items which represents the population or universe from
where it has been taken. The sampling plan calls for three decisions;
a) Sample unit
b) Sample size

a)Sample unit who is to be surveyed?
The target chemist shop must be defined that has to be sampled. It is necessary so as to develop
a sample frame so that everyone in the target population has an equal chance of being sampled.
I have completed my survey in Chandigarh, Mohali.


b)Sample size - how many people have to be surveyed?


Generally, large sample size gives more reliable results than small samples. The sample
consisted of 150 medical shops. The selection of the shops was done on the basis of Simple
Random Sampling.
Simple random sampling is the technique in which every item in the universe and population
has an equal chance of being selected in the sample. Researcher has no role to play or he cannot
influence the selection process there is no possibility of biasness. It can easily assess the
accuracy of estimate.

C) Collecting the information
After this, I have collected the information from the respondents with the help of
Questionnaire.
D) Analyze the information
The next step is to extract the pertinent findings from the collected data. I have tabulated the
collected data and developed frequency distributions. Thus, the whole data was grouped aspect
wise and was presented in tabular form. Thus, frequencies and percentages were prepared to
render impact of study.

E) Presentations of findings
This was the last step of survey.



ADVANTAGES OF THE STUDY


To provide sound basis for the formulation of marketing policies.
To study existing competitor brands of company.
To increase sales of company.
For maximization of profit.
For company promotion through market survey.
To maintain and increase relationship with chemists/pharmacists
To guide sales promotion effects.
To do the risks and vulnerability analysis of different dosage forms of drugs and find out which
company is best according to this and the measures taken to minimize the risks.

LIMITATIONS OF THE STUDY

The study is to be limited to Chandigarh and Mohali region only because of limited time and
financial resources. So results of the study may not be generalized for India as a whole.
The sample size is limited to 300 respondents, so complete knowledge about
subject is not possible.
Another factor could be the existence of biasness in the respondents mind. Many times these
biasness have greater bearing on the responses put forward by respondents.
Human weaknesses such as inattentiveness cannot be ignored.
Chemists generally considered me as an insurance agent and tried to avoid
discussions with me.
Chemists do not provide us the correct information some time.









DATA ANALYSIS AND ITS INTERPRETATION































KEY POINTS



















1.Do you sell Anti-diabetic drugs?


RESPONSE Percentage of respondents
YES 100
NO 0

Graph:

Interpretation:
From the above graph it is clear that all the 100% respondents sell Anti Diabetic drugs.



2. Do you know about Lupin pharmaceutical company?
0
20
40
60
80
100
120
YES NO
Series 1
Series 1


RESPONSE Percentage of respondents
YES 100
NO 0

GRAPH:


Interpretation:
From the above graph it is clear that 100% respondent know about Lupin Pharmaceutical.


3.Acc to you, which company is leading in Anti-Diabetic drugs?
0
20
40
60
80
100
120
YES NO
Series 2
Series 1


COMPANY NO OF RESPONDANTS
Ranbaxy 10
Glenmark 20
Lupin 30
USV 40

Graph:



Interpretation:
From the above graph it is clear that Lupin is the second leading brand in Anti Diabetic
drugs,and USV is on the TOP, followed by Glenmark and then Ranbaxy.

0
5
10
15
20
25
30
35
40
RANBAXY OTHERS GLENMARK LUPIN USV
Series 3
NO. OF RESPONDENTS


4.What is the weekly sale(no. of prescriptions) of following drugs in your pharmacy?
DRUG WEEKLY SALE MONTHLY SALE
MATILDA 7 28
UBEXA 2 4
Graph:


Interpretation:
From the study we find that the weekly sale of MATILDA is app.7 and UBEXA is app. 2.




0
5
10
15
20
25
30
MATILDA UBEXA
WEEKLY SALE
MONTHLY SALE


5.What are the main competitor branded drugs available in the market for these drugs?
LUPIN BRAND COMPETITOR BRAND COMPANY
MATILDA Methacabol Roch Comp.
Gebapin Intas
Nerve-up-OD Nicholas
Piramal-ABOTT
ENTERPRISES
Pregabalin+Methacobaline Torrent comp.
Superdyn Nicholas Piramal
Prevesea USV
Nurokind-LC Mankind comp
Mathycobalmine Mernid comp
Tricobal-OD Geno comp
Mecobalamine Mission comp
Gabaneuron Aristo comp
Nervison Jenvert comp
Preganyl Cipla
Melbone Convergys comp
Credifast Jackson pal
Absolute-DM Pharmed comp.
Muconerve forte Micro comp.


Mucoforte Forgon comp.
Meganeuron Otisiara
Mico-OD Forgon

UBEXA Febutaz Sun pharm
Febocip Cipla
Febuget Sun pharm
Febusat Sun pharm

Interpretation:
From the study we find that these many brands of MATILDA and UBEXA are existing in the
market.










6.Which company has lowest price for Mecobalamine salt???
COMPANY MECOBALAMINE
Cipla 59.00
Lupin 57.51
Glenmark 20.99
USV 59.62
Nicholas Piramal 65.00

Graph:

Interpretation:
From the above data we find that Glenmark has lowest price i.e Rs 20.99/- for Mecobalamine
salt and Nicholas Piramal has i.e Rs 65/- for this salt.
0
10
20
30
40
50
60
70
CIPLA LUPIN GLENMARK USV NICHOLAS
PIRAMAL
MECOBALAMINE
MECOBALAMINE


7. which company has good relation with you? Pls specify.
COMPANY PERCENTAGE OF RESPONDENTS
Cipla 15
Lupin 35
USV 40
Glenmark 20
Graph:


Interpretation:
From the survey it is clear that Lupin and USV have good dealing with the respondents and
they tried to maintain good relations with doctors also.

0
5
10
15
20
25
30
35
40
CIPLA LUPIN USV GLENMARK
PERCENTAGE OF RESPONDENTS
PERCENTAGE OF RESPONDENTS


8. By doing which medium you communicate with your company?
Particular %age of respondents
Email 10
MR 76
Phone 14
Post 0

Graph:


Interpretation:
From the above graph it is clear that 76% respondents communicate with the company through
Marketing Representatives, 14% through Phone and remaining 10% through E-mail. None of
the respondents is using post to communicate with the company.

Series 1
0
50
100
EMAIL
MR
PHONE
POST
Graph: #


9. Do the goodwill of the company affect the sales of this salt?
Response %age of respondents
Yes 75
No 25

Graph:


Interpretation:
From the above graph it is clear that goodwill of the company affects the sales of medical
shops. 75% respondents favored that the goodwill of the company affect their sale while 25%
respondents said that it doesnt put much impact on their sales.


0
20
40
60
80
YES
NO
Graph: #


10. What are the performance of Lupin product /salt of your pharmacy?
Particulars Percentage of respondents
Very good 57
Good 27
Average 15
Poor 1

GRAPH:


Interpretation:
From the above graph it is clear that Lupin has good name and fame in the market. 57%
respondents favored that the performance of Lupin in their shop is very good, 27% says good
and remaining 15% says that the performance of Lupin is average in their pharmacy.

0
20
40
60
VERY
GOOD
GOOD
AVERAGE
POOR
Graph: #


FINDINGS OF THE STUDY

Lupin is one of the leading companies in pharmaceutical industry.

1. From the above study it is clear that all the 100% respondents sell Anti-Diabetic drugs.
2. From the above study it is clear that all the 100% respondents know about Lupin
Pharma
3. From the above study it is clear that all the major companies manufacture both
Mecobalamine and febuxostat Salts.
4. From the above study it is clear that Lupin is 2nd leading company in these Salts.
5. From the study it is clear that NICHOLAS PIRAMAL has highest price
of Mecobalamine Salt i.e. Rs. 65/- while lowest price of Mecobalamine Salt i.e. Rs.
20.99/ and CIPLA has highest price of Febuxostat salt i.e Rs. 99/- .
6. From the above data we find that weekly sale of MATILDA is app. 7 and 10 packs and
weekly sale of UBEXA is 2-4 packs.
6. From the above study it is clear that Lupin and USV have good dealing with the
respondents and they tried to maintain good relations with doctors and customers also
7. From the above study it is clear that 76% respondents communicate with the company
through Marketing Representatives, 14% through Phone and remaining 10% through
E- mail. None of the respondents is using post to communicate with the company.
8. From the above study it is clear that Lupin has good name and fame in the market.
57%respondents favored that the performance of Lupin in their shop is very good, 27%
says good and remaining 15% says that the performance of Lupin is average in their
shop.


SUGGESTIONS



1.There should be proper feed back for the chemists, whenever any scheme is introduced for
the chemists, they should be made aware of it. Medical or Sales representative should be given
guidelines to intimate each and every chemist of his area about the schemes.

2.The company should provide gifts, incentives and tours at free of cost to
retailers and dealers to promote the sale of Lupin.

3.The company should determine the pricing strategy of other company and fix
the price of their product by keeping price of other company in their mind..

4.To maintain relationship with USV for long time company should provide
credit facility to USV and other product scheme to company.

5.As 10% respondent communicate through email so company should use advance technology
so that large no of respondent communicate through email and phone.

6.As 57% respondent favor the product of Lupin so company should create awareness about
product by advertisement, promotional campaign or any other method so that more and more
people favor Lupin product..





CONCLUSION


India's US$ 3.1 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. Indian companies, in
an effort to consolidate their position, will have to increasingly look at merger and acquisition
options of either companies or products. This would help them to offset loss of new product
options, improve their R&D efforts and improve distribution to penetrate markets.
The success of the company lies in strict quality control, manufacturing facilities, Cost
Competitiveness, Well Developed Industry with Strong Manufacturing Base, Access to pool of
highly trained scientists, both in India and abroad, Strong marketing and distribution network.
From the study it is clear that Lupin is one of the leading companies in pharmaceutical industry.
It is also revealed from the study that 99% respondents deal in both salts and Lupin is leading
company in both these salts.
Lupin should provide gifts, incentives and tours at free of cost to retailers and dealers to
promote the sale of Lupin. Lupin should do efforts to promote the products and create
awareness through channels such as advertisements. The company should provide atleast 20%
discount and credit period to the wholesaler/retailers promote products. There are lots of
opportunities in Indian market therefore Lupin should move in new markets and grow the
network and distribution channels. The company has a good name and fame in the market but
the company should try to cover more and more doctors through personal visit, E-mail, posts
and hold special presentations to doctors, so they also recommend the products of Lupin.
Thus we can say that the company is growing well in the market by leaps and bounds and the
day is no far when Lupin will left behind all the major companies of the world. The company has
proper vision and mission for the future and I hope Lupin will easily achieve its future targets
and Mission










ANNEXURE







QUESTIONNAIRE



Dear Respondent,
I am student of M.B.A.-3rd semester of UIAMS, Panjab University, Chandigarh. I am
conducting a survey to check sale of MATILDA and UBEXA BRANDS in the market.
Its perception, prices and any scheme offered by company. So I need your co-operation
which will help me to draw conclusive. I assure that your information will be kept
confidential.

1.Do you sell Anti- Diabetic drugs?

--Yes

--No


2.Do you know about Lupin pharmaceutical company?

- Yes
- No


3.Acc to you which company is leading in Anti-Diabetic drug sales ?

--Ranbaxy

--Glenmark

--Lupin



--USV

--FDC


4.What is the weekly sale(no.Of prescriptions) of MATILDA brand in your pharmacy?



--0-5strips

--5-10strips

--15-30

5.What is the weekly sale(no. Of prescriptions) of UBEXA brand in your pharmacy?

--0-5strips

--5-15strips

--15-30strips

6. What are the main competitor branded drugs available in the market for these drugs?

LUPIN BRAND COMPETITOR BRAND












7.Which company has lowest price for these salts?

COMPNY MECOBALAMINE FEBUXOSTAT
Cipla
Lupin
Glenmark
USV
Nicholas Piramal




9.Which company has good relation and deals with you. Please
specify ?

10.By doing which medium you communicate with your company?



- E-mail

- M.R.

- Phone

- Post


11.Is the goodwill of the company effect the sales of this salt?

- Yes

- No


12.What are the performance of Lupin product /salt of your shop?

- Very Good
- Good
- Average


LIST OF CHEMIST


S. No. NAME OF THE CHEMIST AREA
1. NAV BHARAT MEDICAL HALL SECTOR-16, CHD
2. BHARAT MEDICAL STORE SECTOR-16, CHD
3. POPULAR CHEMIST SECTOR-16, CHD
4. VIVA CHEMIST SECTOR-16, CHD
5. PREM MEDICAL HALL SECTOR-15, CHD
6. TIRATH SINGH & BROTHERS SECTOR-15, CHD
7. JAGDAMBA MEDICAL HALL SECTOR-15, CHD
8. CHAUDHARY CHEMIST SECTOR-15, CHD
9. PAUL CHEMIST SECTOR-11, CHD
10. KUMAR BROTHERS SECTOR-11, CHD
11. VIVA CHEMIST SECTOR-32, CHD
12. KUMAR ENTERPRISE SECTOR-32, CHD
13. CAPITAL MEDICOS SECTOR-32, CHD
14. RAJINDER MEDICAL STORE SECTOR-32, CHD
15. BANSAL MEDICOS SECTOR-32, CHD
16. PAMMI MEDICOS SECTOR-32, CHD
17. MANOJ MEDICOS SECTOR-32, CHD
18. SANJIVNI MEDICOS SECTOR-20,CHD
19. ANIL MEDICAL HALL SECTOR-20,CHD
20. GUPTA CHEMIST SECTOR-20,CHD
21. ANAND MEDI HUB SECTOR-20,CHD
22. MY MEDICOS SECTOR-20,CHD
23. SAI MEDICAL HALL SECTOR-30,CHD
24. PRAKASH MEDICAL HALL SECTOR-21, CHD
25. PRAKASH MEDICOS SECTOR-21, CHD
26. SAGAR MEDICAL HALL SECTOR-19,CHD
27. ANIL MEDICAL HALL SECTOR-19,CHD
28. PAUL MEDICAL HALL SECTOR-19,CHD
29. JAI DURGA MEDICOS SECTOR-34, CHD
30. V.K. MEDICOS SECTOR-34, CHD
31. DIWAN MEDICOS SECTOR-34, CHD
32. CITY CHEMIST SECTOR-29, CHD
33. SADHNA MEDICAL STORE SECTOR-29, CHD
34. SACHDEVA MEDICAL HALL SECTOR-29, CHD
35. SAHIB MEDICOS SECTOR-38,CHD


36. VENU MEDICAL HALL SECTOR-38,CHD
37. STANDARD MEDICAL HALL SECTOR-38,CHD
38. LUTHRA MEDICOS SECTOR-37,CHD
39. CHABBRA MEDICAL HALL SECTOR-37,CHD
40. MEHAR MEDICOS SECTOR-37,CHD
41. ANAND MEDICOS SECTOR-37,CHD
42. SHIVALIK MEDICAL HALL SECTOR-37,CHD
43. VIVA CHEMIST SECTOR-37,CHD
44. SETH MEDICAL HALL SECTOR-37,CHD
45. GURUNANAK MEDICOS PVT. LTD SECTOR-35,CHD
46. DHAVAN MEDICOS SECTOR-35,CHD
47. GAUTAM MEDICOS SECTOR-35,CHD
48. SANTOSH MEDICOS SECTOR-35,CHD
49. ASHOKA MEDICAL STORE SECTOR-35,CHD
50. SINGLA MEDICARE SECTOR-35,CHD
51. PREET MEDICAL HALL SECTOR-35,CHD
52. ANAND MEDICOS SECTOR-35,CHD
53. GETWELL MEDICOS SECTOR-35,CHD
54. VIVA CHEMIST SECTOR-35,CHD
55. VIVA CHEMIST SECTOR-44,CHD
56. NAV SUPERB SECTOR-44,CHD
57. CHAMBER MEDICOS SECTOR-44,CHD
58. BALAK MEDICOS SECTOR-44,CHD
59. DHANVANTI MEDICOS SECTOR-44,CHD
60. DINESH MEDICOS SECTOR-31,CHD
61. FARID MEDICAL HALL SECTOR-31,CHD
62. CARE AND CURE MEDICAL CENTRE SECTOR-46,CHD
63. RAJNEESH MEDICAL HALL SECTOR-46,CHD
64. MOHIT MEDICOS SECTOR-46,CHD
65. MAA SHAKTI MEDICOS SECTOR-46,CHD
66. CMC CHEMIST SECTOR-46,CHD
67. DHALIVAL MEDICAL HALL SECTOR-47,CHD
68. SINGLA MEDICAL HALL SECTOR-47,CHD
69. OVERALL CHEMIST PHASE-1,MOHALI
70. GUPTA MEDICAL HALL PHASE-1,MOHALI
71. HARLAN MEDICAL HALL PHASE-1,MOHALI
72. BOBBY MEDICAL HALL PHASE-2,MOHALI
73. CHIEF MEDICAL HALL PHASE-2,MOHALI
74. CHAUDHARY CHEMIST PHASE-3B2,MOHALI
75. MAHA LUXMI MEDICAL HALL PHASE-3B2,MOHALI





76. BALA MEDICAL HALL PHASE-3B2,MOHALI
77. BANSAL MEDICOS PHASE-3B2,MOHALI
78. VEERJI MEDICAL HALL PHASE-3B2,MOHALI
79. RAJEEV MEDICAL HALL PHASE-5,MOHALI
80. SOND MEDICOS PHASE-5,MOHALI
81. ANAND MEDICAL HALL PHASE-5,MOHALI
82. SUKHMAN MEDICAL HALL PHASE-5,MOHALI
83. NEWTON MEDICAL HALL PHASE-6,MOHALI
84. OVERALL CHEMIST PHASE-6,MOHALI
85. CITY CHEMIST PHASE-9,MOHALI
86. MOTHER CHEMIST PHASE-9,MOHALI
87. PREET MEDICAL HALL PHASE-9,MOHALI
88. BALAJI MEDICAL HALL PHASE-9,MOHALI
89. VIVA CHEMIST PHASE-7,MOHALI
90. APPOLO MEDICOS PHASE-7,MOHALI
91. MOHALI MEDICOS PHASE-7,MOHALI
92. JK MEDICOS PHASE-7,MOHALI
93. NEW GERMEN PHASE-7,MOHALI
94. SUKHIJA MEDICOS PHASE-10,MOHALI
95. VIVA CHEMIST PHASE-10,MOHALI
96. ATUL MEDICOS PHASE-10,MOHALI
97. OM MEDICAL HALL PHASE-10,MOHALI
98. RAMAN MEDICAL HALL PHASE-10,MOHALI
99. SHAWNEY MEDICAL HALL PHASE-11,MOHALI
100. JAGJIT CHEMIST PHASE-11,MOHALI


BIBLIOGRAPHY

BOOKS

- Kotler, Philip, Marketing Management, Prentice Hall India, 2004
- Kothari, C.R., Research Methodology: Methods & Techniques,
Wishwa Publication, Delhi, 1990
- Malhotra, Naresh Kumar, Marketing Research 4th edition, Pearson Education
(Singapore) Pvt Ltd., India branch, Delhi.2004.
- Tull, S.D.., and Hawkins, D.I., Marketing Research, 6th ed., Prentice Hall India
New Delhi, 2002.


WEBSITES

- www.Lupin.com
- www.ficci.com/studies/pharma.pdf