A

PROJECT REPORT
ON
STUDY OF MARKETING COMMUNICATION AND
DISTRIBUTION CHANEL OF EMERGENCY
CONTRACEPTIVE I-PILL (MUMBAI)
SUBMITTED TO PROF.:-Mr. ANSUMAN DANI

SUBMITTED BY: BIRENDRA KUMAR

PGPMM ROLL NO: 9111
UNDER THE GUIDANCE OF
Mrs. JASRAVEE KAUR
(MANAGING DIRECTOR OF MASTERSUN CONSULTENCY)

GENESIS INSITUTE OF BUSINESS MANEGMENT, PUNE

ACADEMIC YEAR 2009-2011

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 ACKNOWLEDGEMENT

At the very beginning I would like to express my gratitude

and sincere thanks to provide me an opportunity to undertake a
unique project under able guidance of Mrs. JASRAVEE KAUR
(MANAGING DIRECTOR OF MASTER CONSULTING FIRM) and
taking time of her busy schedule for giving tips on working
process.

Furthermore I would like to acknowledge the efforts made by all the

people related to my work like chemist, customer and cyber cafe
helping me to complete this project successfully. I would like to once
again thank for their support and guidance, which added strength to
my hard work.
I would like to thank my internal guide Prof. Mr. Parikshit Vaid to his
guidance during this two month of my summer internship programme.

I also want thank to Prof. Mr. ANSHUMAN DANI (Placement head of

Genesis institute of Business management) for giving me chance to
get such an experience and giving me chance to get an industrial
experience.

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Table of Contents
Furthermore I would like to acknowledge the efforts made by all the people related to my
work like chemist, customer and cyber cafe helping me to complete this project successfully.
I would like to once again thank for their support and guidance, which added strength to my
hard work....................................................................................................................................2
Table of Contents.......................................................................................................................3
EXECUTIVE SUMMARY........................................................................................................3
RESEARCH METHODOLOGY:-..........................................................................................21
Ihave taken data from the social websites, other companies websites, counseling websites and
from primary data from the chemist and consumers................................................................29

EXECUTIVE SUMMARY
This project deals with a competitive industry, rather the most fiercely
competitive industry, the oral contraceptives pills . The characteristic
features of oral contraceptives pills are equal in nature. There are some
major players who dominate the market; few of them are Cipla’s i-pill,
unwanted 72, and pill 72 who are the market leaders.
The project study concentrates mainly on finding a competively better
marketing communication. And mass media advertising is banned in this
category so we need to find out the means of communication in Western
line area the Mumbai. It also deals with importance of distribution
channels in the selling process and customer knowledge and perception
about the different brands
Surveys were conducted to analysis and understand the importance of
distribution and customer knowledge and perception to find out factors
which would influence the demand of pills more accordingly. the
planning should be made.

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Questionnaire method was used along with interviews to obtain the
required information from respondents. The data so collected was
analyzed and graphs were plotted describing the analysis.
The project was executed keeping various objectives in mind like to
identify the key factors decide a supplier, market potential and barriers of
contraceptive pills market. This can help in formulation of company
strategy as the vendors were also asked about influencing factors.
Product placement and chemist preferences were very important
because this product category is highly influenced and non interactive
with the people. So the chemist and counselor play great role sales of
these products
Distribution channels importance:-
Availability and use of contraception products like condoms, oral pills
natural ways of sex, and ethical values of the customer are supposed to
be the main competitors

Studies of target customers in Mumbai.

This project has taught me how to apply these theoretical concepts into
practical life i.e. marketing communication, marketing mix of i-pill .The
basic purpose of doing this project was to find out whether customers
are able to make decision or the distribution channels make them buy
the product. And how much knowledge do the customer has about the
product and its use

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 INTRODUCTION
What is market communication?
Marketing communication is vehicles through which a company convey
its massage to the target customer. These vehicles are media
advertising print advertising programmes and public relation.

Communication
To talking to the someone but here it’s a different issue here the
company talks about the product, promotion and offers. Communication
ways are get change according to the company target it may be sales
promotion, creating knowledge, brand awareness and so on.

Who communicates?
Every aspect of market mix communicate (product, packaging,
promotion, sales person, advertising, price,) of any company
.

How these markets mix communicates:-

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If you communicate in advertising about good quality your product put
forward the reality of your brand and people will not buy your product.

A company a very nice product, communicates very well about the

product but when your packing is not that much good people will feel
that somehow quality is being compromise

A company should do too much promotion because people see that

brand as the promotion brand treat as accordingly, if your target is short
term than its very good strategy of creating knowledge and converting
that in sales.

Your sales person are the face of your brand they should well educated
and should be taken care of. In case of Cipla’s I –pill they do not have
their own sales people but they should give good amount of sales
promotion to the distribution so they will sell your product over the
competition

India is a price sensitive country but the product is concern ,it’s a price
additional product if your product is slightly up to the completion product
than you may have good more sales than they competition

Importance of Communication
Brand communication is very important so a company can
communicates to its customers about the product, promotion and its
uses. Communication help in brand awareness which help to creates
brand awareness among the target customer. Awareness result in the
brand knowledge of the product and uses of it. Knowledge help in
attitude forming of the customer about the brand and attitude. Attitude
leaves a great impact on sales. So brand communication is very
important

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Competitive Edge through Core Competencies
Today's business climate has rapidly changed and has become more
competitive as ever in nature. Businesses now not only need to operate
at a lower cost to compete, it must also develop its own core
competencies to distinguish itself from competitors and stand out in the
market. In creating the competitive edge, companies need to divert its
resources to focus on what they do best and outsource the process and
task that is not important to the overall objective of the company.
Communication has allowed company to rethink their entire
communication mix should be well focused like (distribution channel,
advertising, packing, pricing, promotion) that they can focus on its core
competencies and outsource processes that are not within the core
competencies of the company. Due to the current competitive market, it
is the only way for a company to survive. For cipla,s i-pill has got some
player like unwanted 72, pill 72 so they can have the over completion
advantage. By focusing on core competencies also will allow the
company to create niches and specialization of core areas.

Value Advantage:-
Your customers are paying for value so you should provide some value
to him/her so they should feel happy after consuming your product.

In case of emergency contraceptive pills the result and less side effects
are the value of the customers. And they should get the product very
easily unless they are not going to wait for your product. Even customers
are highly influenced by these sales and consultant guys.

Packaging is source of perception of these products so a customer may

look at the packaging while selecting a product.

Customer care should be taken care of, if today your customers face any
problem after taking your product so your number should be there to
guide him/her how he/she can get rid of that problem

OBJECTIVES

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 PRIMARY:-

1. To know the importance of distribution channel importance to

communication of i-pills sales

2. To identify the customer perception and knowledge of the

emergency contraceptives.

SECONDARY:-

1. To find out customer’s satisfaction factors.

2. To identify the competitors marketing communicates and sales

promotion in the market

3. To identify the level of satisfaction of the customer with the current

emergency contraceptive pills

4. To find out the problems faced and solve by big brand in USA and

other successful countries

INDUSTRY PROFILE

Introduction to Cipla’s i-pill:-

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Cipla, is a prominent Indian pharmaceutical company, best-known
outside its home country for manufacturing low-cost anti-aids drugs for
HIV-positive patients in developing countries. Founded by Khwaja Abdul
Hamied as The Chemical, Industrial & Pharmaceutical Laboratories,
Cipla makes drugs to treat cardiovascular disease, arthritis, diabetes,
weight control, depression and many other health conditions, and its
products are distributed in more than 180 countries worldwide.[2] Among
the hundreds of generic medications it produces for international
distribution are atorvastatin, amlodipine, fluoxetine, venlafaxine
hydrochloride and metformin. Recently, Cipla sold the manufacturing
rights of its high-end emergency contraceptive pill, I-pill, to its pharma
field counterpart Nicholas Piramal (Piramal Healthcare) for Rs. 95
million. Cipla earned a revenue of total Rs. 33 million (approx.) From the
sales of their popular contraceptive pill, to date.

Cipla:- i-pill

Product
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 • It’s a generic brand of cipla
• In a single pack has 2 tablet
• Each tablet of pill72 contains
Levonorgestrel IP .75 mg , while a
single tab of i-pill Levonorgestrel IP
1.5 mg, that’s why pill72 pack have 2
tablets.

Price
• MRP is 47/- for the pack
• The cost for the chemist is around
12/- for the pack
Generally Doctors do not prescribe
this tablet Product
• It’s a generic brand of cipla
• In a single pack has 2 tablet
• Each tablet of pill72 contains
Levonorgestrel IP .75 mg , while a
single tab of i-pill Levonorgestrel IP
1.5 mg, that’s why pill72 pack have 2
tablets.
Promotion
• No any type of the promotion (ad,
poster etc.)
• Not even medical representative
• Distribution channel is differ from the
branded I-pill
• This is self demanded prod.
• Price & margin is the motivator
• Patient can take both the tab
simultaneously or gap of 12 hours

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• Selling behavior :

• Profit margin is the big motivator

• Most of the chemist having stock of
only i-pill,unwanted72 &
pill72(because of fast moving).
• every product is same

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CUSTOMERS:-
If we look at the target customer of the emergency contraceptive are
college going student of age group 18-25 which contributes 60% of the
sales. And among the target customer 60% sales is being done by
males and 40% by females
 Consumer profile:
 The age group between 18-28 is the most lucrative
segment
 There is no gender biased purchasing
 Among the consumer 80% are unmarried & just 20%
are married
 Most of the time consumers come their own preferred
brand
 Price is not very effective (for educated)
 TVC performed a very crucial role to create awareness
 Young professional & student

Market visit/ findings:-

• Formats of contraceptive in the market
Condoms
Oral contraceptive(EC)
• Name of the different EC Brand available in the market
– i Pill (branded)
– Pill 72 (generic)
– E pill (generic)
– unwanted 72 (branded)
– Unwanted (branded)
– others

• Both males & females purchase

• Age group of the customers on the basis of their purchase
presences
1. 23-28
2. 18-23
3. 28-33
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 4. >=18
5. 33-38
6. 38<

• Marital status:-
• Around 70 – 80 % unmarried consume that
• Profession they belongs Households Student
• Consumers come up with their own preferred EC
brands
• Consumer knowledge and buying behavior
• Have knowledge about the product

• Marketing Issues:-
• Reserved mentality
• Lack of complete information
• Lack of government initiatives
• Lack of publicity (no any posters & stickers
regarding EC promotion in the shop)
• Fear of public opposition
• Lack of social marketing
• Ethical issues with emergency contraceptive
methods

Competitive study of emergency

contraceptive brands:-
More and more women and their health care providers are becoming
aware that some oral contraceptive pills, or the same hormones used
in these OCs, can serve as emergency contraception. That is, they
can help to prevent pregnancy when taken after unprotected
intercourse. Emergency contraceptive pills (ECPs) offer a chance to
avoid pregnancy to women who did not or could not use
contraception or who suspect that their regular method failed. Both
progestin-only and combined estrogen-progestin formulations are

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 effective. According to recent research, progestin-only ECPs are
more effective and cause less nausea and vomiting
Competitive brands
 i Pill (branded)
 Pill 72 (generic)
 E pill (generic)
 unwanted 72 (branded)
 Unwanted (branded)
 others

COMPANY PROFILE:-
Company Background:-

Mastersun Consulting firm

Master Sun Consulting not only helps develop strategy but also gets
actively involved in implementation. It is our ability to execute and
ensure great business results that differentiates us. MasterSun
Consulting helps you take your business to the next level.

Wherever we are involved in execution, Master Sun recommends

that part of our compensation is variable and should be linked to
achievement of results. By focusing on results & the bottom-line
Master Sun shares accountability for business success with the
business owner. We put our money where our mouth is.

This company is being started by two marketing professional which

provides direct solution to its customers
14
Typical Assignments where we will be useful will be
1. Improve Business Performance. Increase sales and profits, cut
costs

2. Scaling Up Your Business . Addition of new channels, new markets,

new customers, new products/brands

3. Starting a New Business. We help develop business plans and

strategy, launch plans and execution

4. Turning a Business Around. Turning a distressed business into a

profitable business

5. Change Management. Transforming the business from within to

respond to changing business/market realities

6. Outsourced CSO/CMO/CSO : We take up interim managerial

requirements and can become outsourced Chief Strategy Officer,
Outsourced Chief Marketing Officer, Outsourced Chief Sales Officer

At the heart of all this somewhere, Master Sun Consulting has a bold
ambition of giving a small boost to India’s GDP

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LOGO:-

For a brand to stand out and be successful there has to be a personal

commitment from staff at all levels. The target customers must identify
with it. It should be vibrant and have a quality service provider among
the target customers and among the consulting firms staff and our future
– this is embodied in our design and color.
Our LOGO colors embody:

BUSINESS ASSOCIATION:-

This company makes customer very loyal to the company. Company

believes in the making relation and good contribution towards its clients.
They provide dirty hand solution to the clients. Brand building, marketing
communication and research etc. are the main areas in which company
help the customer to grow.

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Project in the various fields
 Master Sun Consulting : Brand Building

Master Sun works with its clients to deliver brand marketing results
and shares accountability. Master Sun strongly believes in working
on strategies, ideas and analysis that are rooted in consumer
insights and help create long term advantage in the marketplace.

Branding Services:-
• Developing Brand Strategy: Brand Positioning, Brand Personality,
Brand Architecture
• Developing and Designing Brand Name and Identity System
• Integrated Marketing mix strategy
• Communication Planning
• Brand Activation

Research Services:-
• Qualitative Research Studies
• Audits & Tracks : Brand Audit, Trade Audit
• Consumer, Product Feasibility
• Market Analysis, Channel Analysis
• Advertising Effectiveness

Brand Building, Market Analysis & Research Assignments

• Development & Real Estate Concepts Analysis for Tata Power,
Mumbai

• Market Analysis of High end Residential Development for Mandala

Asset Solutions, Sydney

• eChoupal Segmentation & Loyalty for ITC IBD , Bhopal

17
 • Concept Analysis & Market Study for VIVA Enterprises, Mumbai

• Study in Capability Gap & Analysis for Sujaya Foundation ,

Mumbai

• Brand strategy, launch and communication planning for Bestarc,

Bestfence & Bestwire for VNC Group, Chennai

• Brand Positioning Analysis & Channel Study for Saurashtra

Cement, Mehta Group, Mumbai

• Brand Identity Research for Tata Steel, Mumbai

• Market Analysis, Research for various Mumbai suburbs

for Mandala Asset Solutions, Sydney

• Food Delivery Service Market Analysis, Concept Research &

Brand Positioning for Thackers Hospitality Services

• Travel Port Quick Brand Strategy & Launch for Travel Port
Holidays, Mumbai

• Franchising & Retail Branding for Travel Port Holidays, Mumbai

• Corporate Brand Identity Strategy & Launch for VNC Group,

Chennai

Master Sun Consulting: Sales , Distribution & Franchising

Services:-
Master Sun works with its clients to deliver measurable results for
improving the top line or profitability.

Besides transforming sales & distribution, it is open to become an

outsourcing partner for providing sales , distribution or franchising
services

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 1. Setting up a Sales Force, Franchise or a Distribution Channel
2. Transforming the Sales & Distribution Setup to yield better sales
and profitability
3. Franchising Strategy & Execution
4. Outsourcing of Sales or Distribution Organization
5. Consulting Services for Improving Sales Force Performance
6. Sales & Distribution Analysis and Strategy Execution
7. Franchising Benchmarking and Channel Audits

Master Sun Sales, Distribution & Franchising

Engagements:-

• Franchising Strategy, Execution & Outsourcing for a Growing

Travel Company -TravelPort Holidays, Mumbai

• Sales & Distribution Strategy & Execution for VNC Electrodes,

Karur

• Sales & Distribution Strategy for NVB Steels, Chennai

• Up Selling, Cross Selling & Complete Selling Programme

for Fame, Shringar Cinemas

• Sales of Asset Management & Real Estate Consulting Services

for Mandala, Asset Solutions, Sydney

• Sales & Marketing Analysis & Recommendations for Cidade De

Goa, Goa

• Sales & Negotiation Skills Programme for BST Sayona, Mumbai

• Sales & Distribution for a Leading Timeshare Company

19
Sarvajeet Chandra has as part of his consulting experience done sales
& distribution assignments for Tata Steel, ITC ITD, ITC IBD, Eveready
(Khaitan Group), Xenos, Saurashtra Cement (Mehta Group), Blue
Star, Electrolux, Tata International, Lavendor Group etc.

Master Sun Group has done the following projects in Real

Estate & Hospitality Space

1. Concept Development, Market Research & Feasibility Study for a real

estate project in Central Suburbs for a leading power major

2. Concept Development, Market Research & Feasibility Study for a real

estate project in Western Suburbs for a leading developer

3. Sales & Marketing Analysis, Strategy Formulation & Pilot Execution

for a leading fine dining concept restaurant chain

4.Sales & Marketing Analysis, Strategy Formulation & Pilot Execution for
a leading time-share company

Others
Locations
Mastersun consulting Firm goregaon (w) in Mumbai

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RESEARCH METHODOLOGY:-
Introduction
Every research needs a systematic or scientific study so that proper
authentic data can be find out.


By systematic it is mean that the study should be based on
scientific analysis and follows a proper and logical methodology.


In order to make our research empirically valid and scientifically
relevant a proper research methodology has been evolved
which cotters from research design, research tools, techniques,
methods, to analyses, and proper presentation of data.

In this present study I have visited Borivali, Goregaon, Bandra,

Byender and Andheri area and took chemist interviews. and find
out the customer buying behavior, product placement, product
availability, and promotion mix of all the all emergency
contraceptive pills companies

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Methods of data collection
There are mainly two types of data

1.) Primary data

2.) Secondary data

Primary data collection: Primary data can be collected by three

methods.

 Observation/Interaction.

 Surveys/Questionnaire.

But here only survey method of data collection is preferred which is

very suitable to the researcher motto.
Research instrument: Printed questionnaire was used as a research
instrument. In collecting the required information, Separate
questionnaires were prepared for retailer survey and customer survey.
Interview was taken by the help of the questionnaire

Area of survey: the survey was conducted in different localities of

Mumbai as mentioned above.

Sampling plan: Sampling plan consists of:-

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  Sampling Unit: - The retail outlets of chemist were selected
from different place of Mumbai

 Sample size: - 5-5 outlets were taken as sample size for

survey.

 Sampling procedure; - Convenience sampling was followed for

survey.

 Sampling method: - Data were collected by retail outlets

survey.

 Time period of study:- the survey was conducted during 8th

may to 30th may.

Secondary Data collection:-

As secondary data were not available with stockiest or with company

people, so there were collected from different company sites,
company records and other magazines.

Selection of the field:-

I selected areas according to the convenience of my study and also to

get convinces respondents for my research. The field was consisted
of five areas of retail outlets in the Mumbai area i.e. Byender, Mira
Road, Borivali, goregaon, Andheri. These area were taken as our
field of my study because these areas are populated, target outlets
are there, these are can be the representative of all western line of
Mumbai
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Research design:-
In this research, Descriptive, Exploratory research designs were used,
because it find out the diagnostic information by asking the question
like,
(1)What are the different formats of contraceptive?

(2)Which format is fast moving/Which format is more preferred by

consumer?

- Oral contraceptive (EC) / condoms

(3) Name of the different oral contraceptive brands that are available
in the market?
(4) which oral contraceptive brands do you have/sells & why?
(5) Which is the popular brand for the same consumer demand the
most?
(6) Who comes to buy contraceptive mostly?
-Male / Female/ both
(7)Give rating to the following age groups on the bases of their
purchase of this product where 1 is the least and 10 is the most buyers
• 1)>=18

• 2)18-23

• 3)23-28

• 4)28-33

• 5)33-38

• 6)43-<

(8)From which profession has the maximum customer? Also what

about the marital status?
(9)Do they come with their own preferred contraceptive or prescribed
contraceptive?
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 (10)What does the consumer understand regarding these products?
• Knowledge

• Buying behaviour

• Buying pattern

(11)Do they mention name of the brand or do they mention the

ailment?

(12)When do people come after the transmission or when they know

about the case?

(13)Which contraceptive do you refer to them?

(14)Why do you refer/ recommend this brand to them?

(15)Does their preference vary?
(16)If yes what parameter please specify.
Is there any difference between these products (i-pills, unwanted 72
,etc. )?
- No, all the products are same

- All these provide solution in the same way

- Any one out of these can be used for emergency contraception as

each provides the same benefits.

(17)If mention no difference, then probe: then how do you decide which
one to recommend?
(18)Do you think that price is a barrier or purchase influencing factor?

(19)What are the two main factors those influence the purchase?

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Brand /price /advertising/customer knowledge/chemist prescription
/doctor

Prescription /friends suggestion or any other please specify

LIMITATIONS:-
The project is based on certain factors which also have their own
shortcomings. These factors need to be looked into. These are
discussed below.
1. Government has banned mass media advertising of these products
2. We cannot force the respondent to give response to each and every
question.
3. This research is only limited to small number of outlets.
4. Some time some of the people can give wrong or incomplete
information so that to find out actual result we cannot fully believe on
the questionnaire.
5. The study was limited to 10 chemist and 15 personal interviews of
customer only
6. There may have been cases where the respondent has chosen an
option in the questionnaire, which he doesn’t consider to represent
his option.
7. Biased opinion.

CONCLUSION:-
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If we look at the research that i- pill want to increase its brand
awareness which will help in sales. But there are some factors they need
to be taken care of those are government rules and regulation. And your
vehicles should have competitively well so you can make a space in the
customer mind.
Distributors, counselor and word of mouth of people play a great role in
the sales of these products. A company should take care of the
customer’s side effect and should proper guidance to the effected
people.

RECOMMENDATION:-
 While the Govt. banned the mass media advertisement so we will
have to find out the other alternative despite i-pill having better
awareness in comparison to its competitor but also in future we’ll
have to develop attitudes towards our product & also provide
complete knowledge of EC.

 While consumer having sufficient awareness of i-pill but to recall for

a long time we should create the mind space in our TG & also
attract the emerging segment.

We have limited option to do so:

PR/ sponsorship/ events/ packaging/ POS/WOM
=> but how?

• As a sexual health care product we should collaborate with FPA

India to promote our product .we can sponsored their various
health care campaign.
• Currently in west the communication strategy of contraceptive is
that “enjoy your sexual life” because there society is mature &
open, but in India this is not possible ,hence we should find out the
balanced approach to promote our product.
enjoy sexual life with ethics
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 • We should create our personal media entity like “wheel smart
srimati” .we can create a counseling cum little bit
humorous/serious program where Gynecologist which would be
sponsored by I-pill .we can call celebrities.
• We can create the i-pill hot line
• We should promote our help line no. & make more responsible.

• Society based program:-

Theme can be “intelligent woman competition” providing good &
sufficient knowledge of sex and contraception.
• Emergency helper awards:-

These awards will be given to those who has helped others in any
critical situation .In a program people will tell the incident and jury
will judge the incident reward them & provide suggestion to do
better in future .
• Woman awareness programs:-
These program will be organized on the special occasion like
mother’s day woman’s day, woman’s health day , and international
day of family etc. Gynecologist will provide knowledge about safe
sex and contraceptive in hospitals, health check up camps &
colleges etc.

Details:-
• In metros consumer can get easily knowledge about EC therefore
in metros we’ll have to just recall the brand in our TG by which we
can sustain the space for i-pill in the mind of our TG.

• Those who are emerging segments ( age group 16-20 years)

primarily these are students therefore for them we can do the
seminar/counseling & provide HOT line no./ help line no. &
develop such medium from where they can get access the
information/knowledge easily.

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 • Now the age group between 20-28 years not fixed they are not
student, they are professional / households.

 -In this segment we make the mind space for our brand
 -Also provide the complete knowledge/info. regarding
EC
• Because we can’t do the mass medium advertising but as a
category we’ll have to target the mass continuously for recall our
brand. For this segment we’ll have to find out a long term
alternative because short term action could not help so much to
build brand equity for I-pill.

BIBLIOGRAPHY
& REFERENCES:-
Ihave taken data from the social websites, other companies
websites, counseling websites and from primary data from
the chemist and consumers.
Some websites are given blew
www.cipla.com
www.unwanted.com
www.planB.com
www.familyplaning.com

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