Project Report For College

LUPIN PHARMACEUTICALS INC
CERTIFICATE
HIP
INTERNS
SUMMER
This is to certify that Mr. PRAVIN B. MUNDE student of NCRD’S Sterling institute of
Management Studies; Navi Mumbai has completed his Market Analysis report at “Lupin
Pharmaceuticals INC” on the topic of “Competitive Analysis of Brands and Market share
Evaluation for Oral Hypoglycemic Agents in Navi Mumbai Territory”
And has submitted the field work report in partial fulfillment of MMS of the UNIVERSITY OF
MUMBAI for the academic year 2009-2011.
He has worked under our guidance and direction. The said report is based on bonafide
information.
Date: -
Place:-Navi Mumbai Director
Sterling Institute of Management Studies, Nerul 58

DECLARATION
HIP
INTERNS
SUMMER
I herby declare that the project titled “Competitive Analysis of Brands and Market share
Evaluation for Oral Hypoglycemic Agents in Navi Mumbai Territory” is an original piece
of research work carried out by me under the guidance and supervision of Mr.Subhakant
Patnaik, RSM LUPIN PHARMA. The information has been collected from genuine &
authentic sources. The work has been submitted in partial fulfillment of the requirement of MMS
to Mumbai University.
Date: Signature of student
Place: Navi Mumbai Pravin B. Munde
ACKNOWLEDGEMENT

HIP
I would like to express my gratefulness to the almighty “GANESHA”, with whose grace I was
INTERNS
SUMMER
able to start my project work and bring to a reasonably successful end.
A useful project, good training, development and opportunity to learn are the major
aspirations of MMS student during summer training.
As I set out to undertake my summer training project at Lupin Pharmaceuticals INC. I
would like to thank Mr.Subhakant Patnaik our regional sales manager for making me
comfortable in the environment of the one of the most well known pharmaceutical company.
It is only towards end of one’s training does one realize the utility of the summer training
process in the curriculum of an MMS program. While the theory a student can find any time in
the plethora of books does not help in a field situation. It is only when a student actually faces
the market does the enormity of the field of marketing hits him. The same happened to me. I was
very content in the safe heaven created by my books and by the void they create when suddenly I
was thrown into complexities of the “Market”.
Mr.Subhakant Patnaik simplified the concepts, which had become confusing and rusting
while continuously reiterating path to be under taker in the research. If it was not for the guiding
light that he showed me, this project might not have been possible. I would like to thank him
with the bottom of my heart.
Also I am grateful to my parents for their faith in me and allowing me to be as ambitious
as I wanted.
And lastly, it is only when one prepares project that one realizes the true power of
MSWord, from grammar checks to replace alls. Thank you Mr. Bill Gates and Microsoft
Corporation!
Yours Sincerely,
Pravin B. Munde
NCRD’S Sterling Institute of Management Studies
Navi Mumbai
EXECUTIVE SUMMARY

“WELL BEGUN IS HALF DONE”
HIP
In today’s competitive environment sales and marketing has got special importance for getting
INTERNS
SUMMER
edge in the Business and succeeding in the same. There is a heavy cost investment associated
with the marketing and incentives. About 40% of the capital is spent on the marketing and other
related activities associated with it. The associated activities include promotion of the product,
offering various incentives, understanding the needs of the customer and as it is a marketing of
the pharmaceutical products so the retailers and the doctors got much importance in order to
implement the effective marketing strategies.
The main objective of the project is to study and analyze the marketing of the company
products how it is carried out and what are the major factors to gain the competitive advantage
over the other competitors in the assign area. This project explores the various strengths of the
company and also the weakness of the company on which the company has to workout and
implements the effective strategies by taking into consideration the importance of the retailers to
have greater sales.
The Project Report on “Competitive Analysis of Brands and Market share

Evaluation for Oral Hypoglycemic Agents in Navi Mumbai Territory “is based on live
experience of work and Market research. This was carried during the tenure of 2 months with
Lupin Pharmaceuticals under the guidance of Regional Sales Manager, Mr.Subhakant
Patnaik. The Project was mainly based to study the market analysis and share of LUPIN
PHARMA in ORAL HYPOGLCAEMIC AGENTS in Navi Mumbai territory and to develop
marketing strategies accordingly.
The data collected during the project was primary as well as secondary data. The
secondary data was collected to create the database of the survey. The sources used for
secondary data are various magazines like India outlook, Indian journals of marketing etc. and
Internet. Beside this some information was collected from Governmental Health related websites
and newspapers. Using questionnaires, Personal Interview and Observation, Primary Data was

collected. The analysis was carried out on the basis of the information obtained from
questionnaire, observation and personal interview.
HIP
INTERNS Research approach was survey technique. Areas selected were Panvel, Kharghar,
SUMMER
Belapur, Nerul, Sanpada and Vashi falling under Navi Mumbai Region. As the survey was to be
carried out in and around Navi Mumbai it was tough to survey the Chemists from the Navi
Mumbai as it made essential to know their prior location. At the same time it provided large and
potential market for carrying out the project on Anti-Diabetic drugs in Oral Hypoglycemic
Agents segment. Thus it made possible for me to survey 100 Chemist shops. Market research
was done by obtaining information from the chemists with the help of Questionnaire,
suggestions and discussions
.
From the analysis it is concluded that the Diabetic is becoming the widespread disease in
nearly all ages. According to WHO reports India is to be the most prone destination for Diabetic
patients. Nearly 50 million peoples are to be diseased by Diabetics up to 2012. Analysis also
revealed that Metformin and in combination Metformin and Glimiperide are the most widely
used drugs for treating Diabetic patients under Oral Hypoglycemic agents section. Analysis
further revealed that MRs is important factors for success of the company. He is required to have
all qualities but communication skill and regular follow-up to doctors are must. Lupin Company
is efficient in many of its marketing attributes as its MRs, quality of products, prices of the
products but still it has tough competitors in the market as USV, Nicholas-Piramal, Sanofi-
Aventis, Intas, and Sunpharma so it has to be very efficient in developing strategies.

INDEX
HIP
INTERNS
SUMMER
Chapter No. Title Page No.
1 Introduction 7
2 Scope & Objectives 8-9
Indian Pharmaceutical Industry &

3 10-12
Pharmaceutical Marketing
4 Company Profile 13-22
5 Research Methodology 23-27
6 Data analysis & Interpretation 28-46
7 Findings 47-48
8 SWOT Analysis 49-50
9 Conclusion 51
10 Limitations Of Project 52
11 Suggestions & Recommendations 53
12 Bibliography 54
13 Annexure 55-57
1. INTRODUCTION
“CLEAR EXPLANATION IS A MUST FOR EVERY PROJECT”

HIP
INTERNS
SUMMER
In the tenure of MMS, summer project plays a vital role in making worthful management study.
I had an opportunity to go for it in one of the top ranking Pharmaceutical Company and know
how big the Pharma business in the India and in the world is. We can find the top companies
belonging to this sector like Cipla, Ranbaxy, Glaxo Smith Kline, Nicholas-Piramal (Abott
India), Biocon etc.
I was allotted the project in the Navi Mumbai region. It was altogether exciting to go
for a project in such a company. When I reached in its office, Mr. Shubhakant Patnaik
(Regional sales Manager) allowed me immediately to go for the project.
Lupin Pharmaceutical is well known for its Anti-Diabetic products. As The Diabetes
Is Emerging as the dreadful disease and spreading so vastly covering nearly 5% of total Indian
population Therefore, I decided to do summer project in Anti-Diabetic division.Mr.
Shubhakant Patnaik helped me to prepare questionnaire for the same. I was required to prepare
one type of questionnaire for Chemists to know the market share of Lupin pharma In Anti-
Diabetic Specially in Oral Hypoglycemic Agents and what is the contribution of Other Pharma
companies in competition with Lupin Pharma.
He told me the basic requirements what I need to generate. The first being details
about OHA and details about competitors in the market. He gave me the list of the chemists that
mainly included visited by its Medical Representatives and explained how to approach them
which made my job easy.
It was quite difficult to obtain information from the Chemist Retail shops because
sometimes chemists were not friendly, some of them don’t want to reveal the information. So
visiting the Chemist Retail shop and moving from one place to another place had taken lot of
time. After the survey of two months I was able to present all the data to Mr. Shubhakant
Patnaik.

2. SCOPE & OBJECTIVES

HIP
INTERNS
SUMMER “ALL GOOD PERFORMANCES START WITH CLEAR GOALS”
The purpose of research is to discover answer to questions through the application of scientific
procedure. The main aim of research is to find out the truth which is hidden and which has not
been discovered as yet.
In order to expand the business and to meet the desired target of growth in market share,
the company needs to focus on its current marketing trends and strategies. However it needs to
adopt new and emerging trends of marketing. For this purpose the company first needs to
identify and understand the current market and different marketing strategies in it.
 SCOPE:-
 The area selected was Navi Mumbai region, so area covered was quite big within
shorter span of time
 As the area was quite big, incidence of Diabetes in Navi Mumbai region was
large and marketing attributes of different companies could be find out.
 By finding most widely used drugs and studying the service given by the different
companies.
 By analyzing different attributes of company as service, quality of the product,
and prices of it’s the products, company can modify its attributes and develop
efficient marketing strategy.

 Objectives:-
HIP
INTERNS
SUMMER
 Primary Objectives:-
1. Evaluate the current performance of an organization.

2. Analyze the external environment of an organization, conduct competitor analysis and
dynamic industry analysis.
3. Determine whether the firm has a sustainable competitive advantage.
4. Study and analyze current trends in Pharmaceutical marketing.
5. To study the marketing strategies of the company
 Secondary objectives:-
• To assess the competitive advantage of Lupin Pharma.

• To understand the working of a well reputed company.
• To study the various media used by the company to attract the attention of the new
customers.
• Relationship of chemists with MR’s.
• Factors that govern Prescription generation
• Develop a strategy based on analysis of consumers, competitors and other environmental
forces
• Achieve higher sales targets.

3. INDIAN PHARMACEUTICAL INDUSTRY

HIP AND PHARMACEUTICAL MARKETING
INTERNS
SUMMER
 INTRODUCTION:-
The Indian pharmaceuticals is a vibrant ,high technology based and high growth oriented industry,
attracting attention to the world over for its immense potential to produce high quality drugs and
pharmaceutical formulation. The pharmaceuticals industry is among the most research and
development intensive industries In fact, other than drug discovery, marketing has been the most
important function in the pharmaceuticals industry.
The pharmaceutical marketing environment is perhaps the most challenging one on the Indian
industry scene today. As it approaches a new millennium it is faced, on the one hand, with new
opportunities and new prospects, and on the other, with the emergence of a radically ordered
pharmaceutical product.
 ROLE OF PHARMACEUTICAL INDUSTRY IN INDIA:-
The pharmaceutical industry plays a very crucial role in building a strong human capital of a
country. Over the years, on analysis of several western economics has clearly indicated that
economics with healthy human capital have outperformed others in terms of growth. Thus, the
contribution of the pharma sector towards a nation's growth cannot be undermined.
The tremendous role played by this industry is explicitly revealed in the improvement of
major health indicators. Life expectancy has risen from 41.2years in the sixties to the present level
of 65 years and it is estimated that it will move closer to 70 by the year2000, while infant mortally
has declined from 146 per 1000 to 1000.Moreever the increased availability of the death rate from
22.8 per 1000 in 1960 to 9.6 per 1000 in 1996.

 A BRIEF HISTORY:-
Indian pharmaceutical industry developed at the advent of the 20th century. In 1907, Bengal
HIP
INTERNS
chemicals and pharmaceuticals were established at Calcutta. Before and soon after independence in
SUMMER
1947, Indian pharma market was dominated by multinationals. In 1984 the share of the Indian
pharma companies and MNC'S respectively market shares being 61% and 39% the Indian pharma
sector developed only after 1955 when the large public sectors units like Indians Drug and
Pharmaceuticals Ltd. (IDPL) and Hindustan Antibiotic limited (HAL) were established; The
government patronage also encouraged private sector entrepreneurs; As a result companies like
Alembic chemicals, Ranbaxy, Cadila and many more companies grabbed demand in the drug
market.
THE INDIAN PHARMACEUTICAL INDUSTRY TODAY:-
In 2002, over 20,000 registered drug manufacturers in India sold $9 billion worth of
formulations and bulk drugs. 85% of these formulations were sold in India while over 60% of
the bulk drugs were exported, mostly to the United States and Russia. Most of the players in the
market are small-to-medium enterprises; 250 of the largest companies control 70% of the Indian
market. Thanks to the 1970 Patent Act, multinationals represent only 35% of the market, down
from 70% thirty years ago.
Most pharma companies operating in India, even the multinationals, employ Indians
almost exclusively from the lowest ranks to high level management. Mirroring the social
structure, firms are very hierarchical. Homegrown pharmaceuticals, like many other businesses
in India, are often a mix of public and private enterprise. Although many of these companies are
publicly owned, leadership passes from father to son and the founding family holds a majority
share.
In terms of the global market, India currently holds a modest 1-2% share, but it has been
growing at approximately 10% per year. India gained its foothold on the global scene with its

innovatively-engineered generic drugs and active pharmaceutical ingredients (API), and it is

now seeking to become a major player in outsourced clinical research as well as contract
HIPmanufacturing and research. There are 74 U.S. FDA-approved manufacturing facilities in India,
more than in any other country outside the U.S, and in 2005, almost 20% of all Abbreviated
INTERNS
SUMMER
New Drug Applications (ANDA) to the FDA are expected to be filed by Indian companies.
Growth in other fields notwithstanding, generics is still a large part of the picture. London
research company Global Insight estimates that India’s share of the global generics market will
have risen from 4% to 33% by 2007.

4. COMPANY PROFILE
HIP
INTERNS “ALL PERFORMANCES REQUIRE SOLID FOUNDATION”
SUMMER
 Brief Introduction of Company:-
Lupin Pharmaceuticals, Inc. is the U.S. wholly owned subsidiary of Lupin Limited, which is
among the top six pharmaceutical companies in India. Through our sales and marketing
headquarters in Baltimore, MD, Lupin Pharmaceuticals, Inc. is dedicated to delivering high-
quality, branded and generic medications trusted by healthcare professionals and patients across
geographies.
Lupin Limited, headquartered in Mumbai, India, is strongly research focused. It has a

program for developing New Chemical Entities. The company has a state-of-the-art R&D center
in Pune and is a leading global player in Anti-TB, Cephalosporin’s (anti-infective) and
cardiovascular drugs (ACE-inhibitors and cholesterol reducing agents) and has a notable
presence in the areas of diabetes, anti-inflammatory and respiratory therapy.
Lupin is building on our parent company’s strengths of vertical integration in discovery

research, process chemistry, active pharmaceutical ingredient production, formulation
development and regulatory filings. Lupin Pharmaceuticals, Inc. is committed to achieving its
vision and mission of becoming an innovation led transnational pharmaceutical company.
Vinita Gupta, President of Lupin Pharmaceuticals, Inc. says "founded on the strengths of
our parent company Lupin Limited, Lupin Pharmaceuticals, Inc. intends to bring a portfolio
of generics as well as branded products to the US market."
For the financial year ended March 2008, Lupin Limited's Revenues and Profit after Tax
were Rs.27, 730 million (US$ 694 million) and Rs.4, 083 million (US$ 102 million)
respectively.

HIP  Vision :-
INTERNS
SUMMER
“To be an innovation led transactional pharmaceutical company”.
“Our aspiration is to become a multi-billion dollar transnational company and be counted amongst the top
generic pharmaceutical companies in the world. Going forward, we have to consistently set ourselves
standards and benchmarks that will be world-class but uniquely Lupin.”
Dr Desh Bandhu Gupta

Chairman
“Today, Lupin is at a very interesting point of its evolution, well on course on its intended journey to
emerge as a global generics powerhouse - a point in time where I find not only a new level of energy and
excitement brewing within Lapin’s rank and file, but most importantly, a keen sense of pointed urgency
to achieve and excel.”
Dr Kamal Sharma
Managing Director
 Values :-

HIP
INTERNS
SUMMER
 Social Overview:-
As a socially responsible organization, we strive to take care of the less privileged sections of our society.
We extend our expertise to transform the lives of our people and make a difference to the society.
Lupin is committed to the challenging task of becoming a proactive partner in nation building
through the Lupin Human Welfare & Research Foundation (LHWRF).
Lupin Human Welfare & Research Foundation was set up on October 2, 1988 with the objective of
providing an alternative model of rural development in the country, which is sustainable, replicable and
ever evolving. Initiating the program of Rural Development within a small number of 35 villages,
LHWRF has now succeeded in revitalizing, revamping and recreating life in 2,200 villages in Rajasthan,
Madhya Pradesh, Maharashtra and Uttarakhand States of India, which has led to LHWRF emerging as
one of the largest NGOs in the country. The Foundation has been successful in making a big difference in
the development of poverty-ridden villages, and especially in the life of the poorest of the poor and
empowerment of large number of women in these areas.

Milestones:-
HIP
INTERNS
SUMMER
Year 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 & Labor 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.
HIP
INTERNS
SUMMER
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 Company’s restructuring operations yielded encouraging results.

Work commenced on the R&D Centre at Pune.

1999 Lupines inject able cephalosporin bulk active plant at Mandideep was
HIP approved by UK MCA.
1997
INTERNS Lupin’s inject able Cephalosporin dosages plant at Mandideep obtained
SUMMER
UK MCA approval.
Lupin’s 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 inject able Cephalosporin’s.

1996 Government of India conferred the ‘Best Exporter’ Award on Lupin.
Company received the ICMA Technology award for inject able

Cephalosporin’s.
1992
Fermentation Plant of Lupin Chemicals Ltd was established at Tarapur,

Maharashtra.
Sterile Plant for inject able Cephalosporin’s (bulk) was commissioned at

Mandideep.
Lupin Laboratories Ltd and Lupin Chemicals Ltd raised money through
IPOs in 1993-94.
Won FICCI’s award for contribution towards rural development.
1991
Inject able 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 for

maintaining stringent quality standards.
HIP 1988 The Lupin Human Welfare and Research Foundation (LHWRF) were
INTERNS
SUMMER founded by Dr Desh Bandhu Gupta to provide an alternative, sustainable
and replicable model of rural development.
1987 Cephalexin 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.
 Management Team:-
Dr Desh Bandhu Gupta Chairman

Dr Kamal K Sharma Managing Director
Mrs. Vinita Gupta Group President & CEO Lupin Pharmaceuticals Inc
Mr. Nilesh Gupta Group President & Executive Director
Mr. Satish Khanna Group President API
Dr Ninad Deshpanday President Pharma Research & Development
Dr Rajender Kamboj President Novel Drug Discovery & Development
Mr. Ramesh Swaminathan President Finance & Planning
Mr. Shakti Chakra borty Group President India Region Formulations
Mr. Vinod Dhawan President AAMLA & Business Development
Mr. Divakar Kaza President Human Resources Development
Mr. Harish Narula President - Corporate Development & CIS
Mr. Naresh Gupta President API & Global TB
Mr. Sunil Makharia
Executive Vice President Finance
Mr. Andrew Macaulay Executive Vice President – Europe

Mr. Alok Ghosh Executive Vice President Global Dosage Form Manufacturing
& Quality Assurance

Mr. Debabrata Chakravorty Executive Vice President Supply Planning & Strategic
Sourcing
Mr. Nitin Vadia Senior Vice President Operations (API)
HIP
INTERNS
SUMMER
• Lupin's research and development initiatives are spread across:
• Generics Research
o Formulations Research
o Process Research
• Advanced Drug Delivery Systems (ADDS)
• Lupin Bio Research Centre
• Intellectual Property Management
• Novel Drug Discovery & Development
• Biotechnology Research
 Manufacturing / R&D:-
Lupin Pharmaceuticals, Inc. provides the advanced manufacturing capabilities and processes that create
quality specialty and generic products. Lupin is amongst the world's largest manufacturers of products
in its chosen therapeutic areas. Lupin has manufacturing operations in 5 cities in India and also a site in
Thailand. Its plants are located in India at,
 Mandideep
 Aurangabad
 Tarapur
 Ankleshwar
 Goa

 Jammu & Kashmir

 Indore
HIP
INTERNS
SUMMER
Ankleshwar, Gujarat, India Tarapur, Maharashtra, India

HIP
INTERNS
SUMMER
Mandideep, Madhya Pradesh, India Aurangabad, Maharashtra, India
5. RESEARCH METHODOLOGY
In order to plan and carry out research, it is necessary to know what we mean by research – in
general, as well as in the specialized fields of language teaching and language acquisition.
“Research is an ORGANIZED and SYSTEMATIC way of FINDING ANSWERS to
QUESTION.”

SYSTEMATIC: - Because there is a definite set of procedures and steps which you will follow.
HIPThere are certain things in the research process which are always done in order to get the most
accurate results.
INTERNS
SUMMER
ORGANIZED: - Because there is an organized structure or method in doing the research. It is a
planned procedure, not a spontaneous one. It is focused and limited to s specific scope.
FINDING ANSWERS: - It is the end of all research. Whether it is the answer to a hypothesis or
even a simple question, research is successful when we find answer. Sometimes the answer is
no, but it is still an answer.
QUESTIONS:-These are the centre of research. If there is no question, then the answer is of no
use. Research is focused on relevant, useful, and important questions; research has no focus,
drive or purpose.
Research methodology is a way of systematically solving the research problem. It may
be understood as a science of how research is done scientifically. The study of research
methodology gives the necessary training in gathering materials and arranging or coordinating
them, participation in the field work when required, and also training in the techniques for the
collection of data appropriate to particulars problems, in the use of statistics, questionnaires and
controlled experimentation and in recording evidence, sorting it out and interpreting it. It
consists of series of actions or steps necessary to carry out research and the desired sequencing
of these steps. The following methods of data collection were used:
 Primary Data
 Secondary Data
 Primary Data:-
Primary method is the method, which uses primary data in other words when data are collected
afresh and for the first time and thus happen to be original in character. There are various
methods by which data can be collected. The important ones used were:
 Personal discussion and interaction with the management.

 Observation method
 Questionnaire method
HIP
INTERNS
The questionnaire (attached in the Annexure) was designed so that they were relevant to topics
SUMMER
covered in training programme assessment.
 Secondary Data:-
The study has used secondary data that was taken from secondary sources like company’s
internet site, companies in- house magazine and library and various internal reports.
 Research Design:-
“A research design is the arrangement of conditions for collection and analysis of
data in a manner that aims to combine relevance to the research purpose with economy in
procedure.”
Sampling Plan

Stage 1: Preliminary Research

HIP Study current trends used in
marketing of Pharmaceutical
INTERNS
SUMMER
products
Stage 2: Quantitative Research

(Survey)
Questionnaire input survey (100
pharmacy shops)
Final Report
Sampling method: Simple Random Sampling.

Sample Size: 100 registered chemist shops
Element: - Registered Chemists
Survey area covered: Navi Mumbai.
Tool used: Questionnaire
Sample frame: 2th May 2010-2nd July 2010.
The research problem:-
The basic aim of this project was to study various products under Oral Hypoglycemic Agents of
Lupin Pharma. Also, as such there is direct competition for Lupin Pharma and it has to adapt
newer strategies for increase in their sales. Thus, due to this study, formulation of newer
marketing strategies and assessment of competitive advantages became possible.
 Research Design:-

Master Plan for a research is as follows,

HIP
1) Questionnaire designing with the help of Regional Sales manager for the retailers.
INTERNS
SUMMER
2) Allotting different area to different days for a research.
3) Conclusion.
 Primary Data collection:-
To meet the objectives of the study, primary data was collected with the help of the
questionnaire attached in the appendices. This questionnaire was circulated to the 100 retail
pharmacy shops in Navi Mumbai. The questionnaire contained object open ended questions.
The data obtained from above research was clubbed together to convert it into useful
information.
 Secondary Data collection:-
Secondary data was obtained by referring various articles and books. Sources used for
collection of secondary data:-
• Organizational records.
• Company articles.
• Web sites
 Different areas to be covered:-

1) PANVEL
2) KHARGHAR
3) BELAPUR
4) NERUL
5) SANPADA
6) VASHI

 Tabulation of the Data Collected:-
SR NO AREA COVERED NO OF SHOPS VISITED

HIP
INTERNS
SUMMER
1 PANVEL 11
2 KHARGHAR 6
3 BELAPUR 5
4 NERUL 45
5 SANPADA 22
6 VASHI 11

6. DATA ANALYSIS AND INTERPRETATION

HIP “EVERY NEW ACTIVITY IS BASED ON THE EARLIER DECISION”
INTERNS
SUMMER
SR NO DRUG NAME ABBREVIATIONS
1 METFORMIN MET
2 GLIMEPIRIDE GLI
3 PIOGLITAZONE PIO
4 METFORMIN+ GLIMEPIRIDE MET+GLI
5 METFORMIN+ PIOGLITAZONE MET+PIO
6 METFORMIN+ GLIMEPIRIDE+ MET+GLI+PIO
PIOGLITAZONE
7 ACARBOSE ACAR
8 MIGLITOL MIG
9 VOGLIBOSE VOG
10 SITAGLIPTINS SITA
11 VILDAGLIPTINS VILD
PANVEL
AREA PANVEL (TOTAL PRESCRIPTIONS PER WEEK 1400)

NO OF
SHOPS=11
DRUG % OF PRESC % OF
SR NO NAME PRESCR/ PRESC/ BRAND RI/ PRESC/
(WEEK) (WEEK) NAME (WEEK) ( WEEK)
1 MET 330 23.571 GLUFORMIN 76 23.03
CETAPIN 21 6.36
ZOMET 18 5.45
GLYCOMET 124 37.57
GLUCONORM 91 27.57
2 GLI 171 12.214 AMARYL 47 27.48
GP-1/2 MG 43 25.14
GLIMER 40 23.39
ZORYL 21 12.28
GLADOR 20 11.69
3 PIO 166 11.857 PIOGLIT 35 21.08

PIOLET 25 15.06
PIOZ 73 43.97
PIOZONE 16 9.63
PATH 17 10.24
HIP
INTERNS
SUMMER 4 MET+GLI 190 13.571 AMARYL 23 12.1
GEMER FORTE 28 14.73
GLYCOMET-
GP 52 27.36
GLUFORMIN-
G1/G2 60 31.57
GLUCONORM-
G 27 14.21
5 PIO+MET 166 11.857 PIOZ-15 55 33.13
PIOGLIT-MF 34 20.48
PIOLET-M 14 8.43
PIOZONE-M 21 12.65
GLUCONORM-
P 42 25.3
MET+GLI+
6 PIO 130 9.285 PIOZMF-G 37 28.46
TRIBET 48 36.92
ZIGLIM PLUS-
2 13 10
GLUCONORM-
PG 32 24.61
7 ACAR 19 1.357 REBOSE 3 15.78

GLUCAR 12 63.15
GLUDASE 4 21.05
8 MIG 33 2.357 MIHTOR 0 0
EUGLITOL 3 9.09
MIGNAR 17 51.51
MIGLIT 0 0
MISOBIT 13 39.39
9 VOG 119 8.5 VOLIBO 50 42.01
VAZUKA 24 20.16
VOLIX 25 21
VOBIT 20 16.8
10 SITA 29 2.071 JANUVIA 29 100
XELEVIA 0 0
11 VILD 47 3.357 GALVUS 29 61.7
JALRA 18 38.29

BELAPUR
HIP &KHARGHAR
INTERNS
SUMMER
(TOTAL
BELAPUR+KHAR PRESCRIPTIONS PER
AREA GHAR WEEK2021)
NO OF
SHOPS=11
% OF PRESC % OF
SR NO DRUG NAME PRESCR/ PRE/ BRAND NAME R/ PRES/
(WEEK (WEEK
( WEEK) ) ) (WEEK)
1 MET 412 20.38 GLUFORMIN 77 18.68
CETAPIN 61 14.8
ZOMET 26 6.31
GLYCOMET 148 35.92
GLUCONORM 100 24.27
11.77
2 GLI 238 6 AMARYL 55 23.1
GP-1/2 MG 40 16.8
GLIMER 65 27.31
ZORYL 56 23.52
GLADOR 22 9.24
11.33
3 PIO 229 1 PIOGLIT 68 29.69
PIOLET 24 10.48
PIOZ 91 39.73
PIOZONE 29 12.66
PATH 17 7.42
19.04
4 MET+GLI 385 9 AMARYL 50 12.98
GEMER
FORTE 29 7.53
GLYCOMET-
GP 100 25.97
GLUFORMIN-
G1/G2 98 25.45
GLUCONORM-
G 108 28.05
9.401
5 PIO+MET 190 2 PIOZ-15 62 32.63

PIOGLIT-MF 64 33.68
PIOLET-M 6 3.15
PIOZONE-M 15 7.89
HIP GLUCONORM-
P 43 22.63
INTERNS
SUMMER
6 MET+GLI+PIO 170 8.411 PIOZMF-G 34 20
TRIBET 68 40
ZIGLIM PLUS-
2 13 7.64
GLUCONORM-
PG 55 32.35
7 ACAR 19 0.94 REBOSE 10 52.63
GLUCAR 5 26.31
GLUDASE 4 21.05
8 MIG 45 2.226 MIHTOR 12 26.66
EUGLITOL 3 6.66
MIGNAR 18 40
MIGLIT
MISOBIT 12 26.66
11.28
9 VOG 228 1 VOLIBO 70 30.7
VAZUKA 50 21.92
VOLIX 75 32.89
VOBIT 33 14.47
10 SITA 44 2.177 JANUVIA 44 100
XELEVIA
11 VILD 61 3.018 GALVUS 43 70.49
JALRA 18 29.5
NERUL
(TOTAL
PRESCRIPTIONS PER
WEEK 5820)
NO OF
AREA NERUL SHOPS=45
DRUG % OF PRES % OF
SR NO NAME PRESCR/ PRESC/ BRAND CR/ PRESC/
(WEE
(WEEK) (WEEK) NAME K) (WEEK)
1 MET 1359 23.3505 GLUFORMIN 293 21.5599

2 7
13.2450
CETAPIN 180 3
HIP 7.72626
INTERNS ZOMET 105 9
SUMMER 35.0257
GLYCOMET 476 5
22.4429
GLUCONORM 305 7
16.2714 27.0327
2 GLI 947 8 AMARYL 256 3
16.2618
GP-1/2 MG 154 8
21.0137
GLIMER 199 3
19.0073
ZORYL 180 9
16.6842
GLADOR 158 7
11.0824 33.3333
3 PIO 645 7 PIOGLIT 215 3
14.2635
PIOLET 92 7
34.8837
PIOZ 225 2
7.59689
PIOZONE 49 9
9.92248
PATH 64 1
14.5532 14.0495
4 MET+GLI 847 6 AMARYL 119 9
GEMER FORTE 91 10.7438
GLYCOMET- 33.0578
GP 280 5
GLUFORMIN- 24.6753
G1/G2 209 2
GLUCONORM- 17.4734
G 148 4
8.88316 23.0174
5 PIO+MET 517 2 PIOZ-15 119 1
32.8820
PIOGLIT-MF 170 1
9.09090
PIOLET-M 47 9
PIOZONE-M 36 6.96325
GLUCONORM- 28.0464
P 145 2

MET+GLI+ 7.56013 23.6363

6 PIO 440 7 PIOZMF-G 104 6
39.0909
HIP TRIBET 172 1
INTERNS ZIGLIM PLUS- 9.54545
SUMMER 2 42 5
GLUCONORM- 27.7272
PG 122 7
0.03436 59.0909
7 ACAR 22 4 REBOSE 13 1
13.6363
GLUCAR 3 6
27.2727
GLUDASE 6 3
2.64604
8 MIG 154 8 MIHTOR 0 0
7.79220
EUGLITOL 12 8
44.1558
MIGNAR 68 4
3.89610
MIGLIT 6 4
44.1558
MISOBIT 68 4
9.96563
9 VOG 580 6 VOLIBO 225 38.7931
20.3448
VAZUKA 118 3
VOLIX 123 21.2069
19.6551
VOBIT 114 7
1.87285
10 SITA 109 2 JANUVIA 109 100
XELEVIA 0 0
3.43642
11 VILD 200 6 GALVUS 127 63.5
5820 JALRA 73 36.5
SANPADA
(TOTAL
PRESCRIPTIONS
PER WEEK 3842)
NO OF

SHOPS=2
2
AREA SANPADA
HIP DRUG % OF PRES % OF
SR NO
INTERNS NAME PRESC/ PRES/ BRAND C/ PRE/
SUMMER (WEE (WEE (WEE
(WEEK) K) NAME K) K)
28.21 21.77
1 MET 1084 447 GLUFORMIN 236 122
10.60
CETAPIN 115 886
7.564
ZOMET 82 576
40.22
GLYCOMET 436 14
19.83
GLUCONORM 215 395
15.38 32.31
2 GLI 591 261 AMARYL 191 81
16.41
GP-1/2 MG 97 286
24.02
GLIMER 142 707
20.81
ZORYL 123 218
6.429
GLADOR 38 78
11.16 31.23
3 PIO 429 606 PIOGLIT 134 543
18.18
PIOLET 78 182
32.86
PIOZ 141 713
13.51
PIOZONE 58 981
4.195
PATH 18 804
13.74 17.99
4 MET+GLI 528 284 AMARYL 95 242
10.03
GEMER FORTE 53 788
27.65
GLYCOMET-GP 146 152
GLUFORMIN- 24.62
G1/G2 130 121
19.69
GLUCONORM-G 104 697
5 PIO+MET 251 6.533 PIOZ-15 79 31.47

056 41
29.08
PIOGLIT-MF 73 367
HIP 4.382
INTERNS PIOLET-M 11 47
SUMMER 11.55
PIOZONE-M 29 378
23.50
GLUCONORM-P 59 598
MET+GLI+P 9.005 15.60
6 IO 346 726 PIOZMF-G 54 694
37.28
TRIBET 129 324
20.52
ZIGLIM PLUS-2 71 023
GLUCONORM- 26.58
PG 92 96
0.208
7 ACAR 8 225 REBOSE 8 100
GLUCAR 0
GLUDASE 0
2.004
8 MIG 77 164 MIHTOR 0 0
10.38
EUGLITOL 8 961
70.12
MIGNAR 54 987
2.597
MIGLIT 2 403
16.88
MISOBIT 13 312
9.708 44.23
9 VOG 373 485 VOLIBO 165 592
11.79
VAZUKA 44 625
18.76
VOLIX 70 676
25.20
VOBIT 94 107
1.457
10 SITA 56 574 JANUVIA 56 100
XELEVIA 0
2.576 54.54
11 VILD 99 783 GALVUS 54 545
45.45
JALRA 45 455

VASHI
HIP
INTERNS
SUMMER
(TOTAL
PRESCRIPTIONS
AREA VASHI PER WEEK 1703)
NO OF
SHOPS=1
1
DRUG % OF PRES % OF
SR NO NAME PRESC/ PRESC/ BRAND CR/ PRESCR/
(WEE
(WEEK) (WEEK) NAME K) (WEEK)
24.0164
1 MET 409 4 GLUFORMIN 109 26.65037
CETAPIN 67 16.38142
ZOMET 33 8.06846
GLYCOMET 123 30.07335
GLUCONORM 77 18.82641
13.3294
2 GLI 227 2 AMARYL 60 26.43172
GP-1/2 MG 61 26.87225
GLIMER 31 13.65639
ZORYL 48 21.14537
GLADOR 27 11.89427
11.5678
3 PIO 197 2 PIOGLIT 50 25.38071
PIOLET 40 20.30457
PIOZ 58 29.44162
PIOZONE 35 17.7665
PATH 14 7.106599
14.3276
4 MET+GLI 244 6 AMRYL-M 44 18.03279
GEMER
FORTE 26 10.65574
GLYCOMET-
GP 68 27.86885
GLUFORMIN-
G1/G2 53 21.72131
GLUCONORM
-G 53 21.72131
8.10334
5 PIO+MET 138 7 PIOZ-15 33 23.91304

PIOGLIT-MF 40 28.98551
PIOLET-M 12 8.695652
PIOZONE-M 14 10.14493
HIP GLUCONORM
-P 39 28.26087
INTERNS
MET+GLI+P 9.04286
SUMMER
6 IO 154 6 PIOZMF-G 44 28.57143

TRIBET 55 35.71429
ZIGLIM PLUS-
2 19 12.33766
GLUCONORM
-PG 36 23.37662
0.82207
7 ACAR 14 9 REBOSE 4 28.57143
GLUCAR 10 71.42857
GLUDASE 0 0
1.29183
8 MIG 22 8 MIHTOR 0 0
EUGLITOL 0 0
MIGNAR 12 54.54545
MIGLIT 0 0
MISOBIT 10 45.45455
9.68878
9 VOG 165 4 VOLIBO 46 27.87879
VAZUKA 40 24.24242
VOLIX 38 23.0303
VOBIT 41 24.84848
5.34351
10 SITA 91 1 JANUVIA 91 100
XELEVIA 0 0
2.46623
11 VILD 42 6 GALVUS 26 61.90476
JALRA 16 38.09524

HIP MARKET SHARE OF EACH DRUG IN OHA SEGMENT IN NAVI

MUMBAI AREA
INTERNS
SUMMER
TOTOL TOTAL
SR Drug PRESC BRAND PRESC
NO. NAME RIP/ NAME RI/ %SHARE OF
(WEEK) (WEEK) BRANDS
1 MET 3594 GLUFORMIN 791 22.00890373
CETAPIN 444 12.35392321
ZOMET 264 7.34557596
GLYCOMET 1307 36.36616583
GLUCONORM 788 21.92543127
2 GLI 2174 AMARYL 609 28.01287948
GP-1/2 MG 395 18.16927323
GLIMER 477 21.94112236
ZORYL 428 19.68721251
GLADOR 265 12.18951242
3 PIO 1666 PIOGLIT 502 30.13205282
PIOLET 259 15.54621849
PIOZ 588 35.29411765
PIOZONE 187 11.2244898
PATH 130 7.803121248
4 MET+GLI 2194 AMARYL 331 15.08659982
GEMER FORTE 227 10.34639927
GLYCOMET-
GP 646 29.44393801
GLUFORMIN-
G1/G2 550 25.06836828
GLUCONORM-
G 440 20.05469462
5 PIO+MET 1262 PIOZ-15 348 27.57527734
PIOGLIT-MF 381 30.19017433
PIOLET-M 90 7.131537242
PIOZONE-M 115 9.11251981
GLUCONORM-
P 328 25.99049128
MET+GLI+
6 PIO 1240 PIOZMF-G 273 22.01612903

TRIBET 472 38.06451613

ZIGLIM PLUS-
2 158 12.74193548
HIP GLUCONORM-
INTERNS PG 337 27.17741935
SUMMER
7 ACAR 82 REBOSE 38 46.34146341
GLUCAR 30 36.58536585
GLUDASE 14 17.07317073
8 MIG 331 MIHTOR 12 3.625377644
EUGLITOL 26 7.854984894
MIGNAR 169 51.05740181
MIGLIT 8 2.416918429
MISOBIT 116 35.04531722
9 VOG 1465 VOLIBO 556 37.95221843
VAZUKA 276 18.95604396
VOLIX 331 22.59385666
VOBIT 302 20.61433447
10 SITA 329 JANUVIA 329 100
XELEVIA 0 0
11 VILD 449 GALVUS 279 62.13808463
14786 JALRA 170 37.86191537
DISTRIBUTION OF VARIOUS OHA DRUGS IN DIFFERENT

AREAS OF NAVI MUMBAI
(DATA PRESENTATION IN PIE CHART FORM)
PANVEL
SITA
VOG VILD
MIG
2% 3%
ACAR 10% MET
2% MET
1% GLI
24% GLI
PIO
MET+GLI+PIO 12%
MET+GLI
MET+PIO
9% MET+PIO
12% MET+GLI PIO
12% MET+GLI+PIO
14% ACAR
MIG
Sterling Institute of Management Studies, Nerul VOG

58
KHARGHAR+BELAPUR
HIP
INTERNS
SUMMER
NERUL
SANPADA

HIP
INTERNS
SUMMER
VASHI
MARKET SHARE OF VARIOUS OHA DRUGS IN NAVI

MUMBAI (TOTAL)

HIP
INTERNS
SUMMER
MARKET SHARE OF VARIOUS BRANDS IN OHA

SEGMENT IN NAVI MUMBAI AREA
(1) METFORMIN
(2) GLIMEPIRIDE

HIP
INTERNS
SUMMER
(3) PIOGLITAZONE
(4) METFORMIN+ GLIMEPIRIDE

HIP
INTERNS
SUMMER
(5) METFORMIN+ PIOGLITAZONE
(6) METFORMIN+ GLIMEPIRIDE+ PIOGLITAZONE

HIP
INTERNS
SUMMER
(7) ACARBOSE
(8) MIGLITOL

HIP
INTERNS
SUMMER
(9) VOGLIBOSE
(10) SITAGLIPTINS

HIP
INTERNS
SUMMER
(11) VILDAGLIPTINS
7. FINDINGS

1) The pie chart shows in Panvel area (11 shops), Kharghar and Belapur area (11 shops),
HIP
INTERNS Nerul area (45 shops), Sanpada area (22 shops), Vashi area ( 11 shops) the brands under
SUMMER
the drug METFORMIN are preferred more than other drug brands, In combination
therapy METFORMIN+GLIMIPERIDE is preferred more, Whereas the ACARBOSE
and MIGLITOL is least preferred. In SITAGLIPTINS MERCK and IN
VILDAGLIPTINS NOVARTIS and USV are the markets leaders, these two brands are
emerging rapidly in market.
2) Among all over the Navi Mumbai area like different areas of Navi Mumbai shows the
same distribution of drugs it is found that brands under the drug METFORMIN are
preferred more than other drug brands, In combination therapy
METFORMIN+GLIMIPERIDE is preferred more, Whereas the ACARBOSE and
MIGLITOL is least preferred. In SITAGLIPTINS MERCK and IN VILDAGLIPTINS
NOVARTIS and USV are the markets leaders, these two brands are emerging rapidly in
market
3) Under drug METFORMIN, GLYCOMET of USV is preferred more i.e. 37%,

GLUCONORM of LUPIN is preferred 22%, and ZOMET of INTAS is preferred least
i.e.7%.
4) Under drug GLIMEPRIDE, AMARYL of AVENTIS is preferred more i.e.28%, And

GLADOR of LUPIN is preferred least i.e.12%.
5) Under drug PIOGLITAZONE, PIOZ of USV is preferred more i.e. 35%; And PATH of
LUPIN is preferred least i.e.8%.
6) Under drug METFORMIN+GLIMEPIRIDE, GLYCOMET-GP of USV is preferred

more i.e. 30%, GLUCONORM-G of LUPIN is preferred 20%, and GEMER FORTE of
SUNPHARMA is preferred least i.e.10%.

7) Under drug METFORMIN+PIOGLITAZONE, PIOGLIT-MF of SUNPHARMA is

HIP preferred more i.e. 30%, GLUCONORM-P of LUPIN is preferred 26%, and PIOLET-M
of INTAS is preferred least i.e.7%.
INTERNS
SUMMER
8) Under drug METFORMIN+GLIMEPIRIDE+PIOGLITAZONE, TRIBET of PIRAMAL

is preferred more i.e. 38%, GLUCONORM-PG of LUPIN is preferred 27%, and ZIGLIM
PLUS-2 of FDC is preferred least i.e.13%.
9) Under drug ACARBOSE, REBOSE of SUNPHARMA is preferred more i.e. 46%, and
GLUDASE of ALKEM is preferred least i.e.17%.This segment of drug is least preferred
by the physician.
10) Under drug MLIGLITOL, MIGNAR of GLENARK is preferred more i.e. 51% ,
MISOBIT of LUPIN is preferred 35%, And MIGLIT of BIOCON is preferred least
i.e.2%.This is also least preferred by the physician.
11) Under drug VOGLIBOSE, VOLIBO of SUNPHARMA is preferred more i.e. 38%,
VOBIT of LUPIN is preferred 21%, and VAZUKA of DR.REDDY is preferred least
i.e.19%.
12) Under drug SITAGLIPTINS, JANUVIA of MERCK is preferred 100%, it means that
MERCK is the market leader of this drug.
13) Under drug VILDAGLIPTINS, GALVUS of NOVARTIS is preferred more i.e. 62%,
JALRA of USV is preferred 38%.
8. SWOT ANALYSIS

“STRENGHTEN YOUR STRENGHTS, WEAKEN YOUR WEAKNESS”
HIP
SWOT Analysis is a strategic planning method used to evaluate the strengths, weaknesses,
INTERNS
SUMMER
opportunities, and threats involved in a project or in a business venture. It involves specifying
the objective of the business venture or project and identifying the internal and external factors
that are favorable and unfavorable to achieving that objective.
 STRENGTHS:-
 Very highly sophisticated machinery and full setup of world class manufacturing in the
field of Pharmacy.
 State of art global dual shore manufacturing capability
 Best to market industry.
 Highly qualified and motivated pharmacist talent pool.
 Presence in Europe America and Africa market is a big advantage in terms of business.
 Ability to sign up annual contacts with national and international companies in India and
abroad.
 Ability to understand customer needs & deliver unsurpassed quality & reliable medicines
to the customers.
 Implementation of focus strategy as the product portfolio is less diversified.
 World’s largest Producer and seller in Anti-TB Medicines.
 WEAKNESS:-

 Not a major supplier of medicines & non automotive business in china and rest Asia
 Production plants are limited in India.
HIP
INTERNS  Plant logistics & proximity to big customers is a problem.
SUMMER
 Highly product price over heads as compared to its competitors.
 High labor turnover due to tough working conditions.
 OPPORTUNITIES:-
 Ever increasing demand for medicines in pharma sector.
 Opportunities for set up of new plant in Europe to cater to their pharmaceutical sectors.
 An opportunity for installing new machineries for expanding the production to meet the
demand...
 THREATS:-
 Many major players being the competitors and are aggressive in terms of investment into
research and development.
 Rising cost of medicines in market.
 Threats of new entrants in market.

9. CONCLUSION
HIP
INTERNS
SUMMER
In this project, I made a deep study of “Competitive Analysis of Brands and Market share
Evaluation for Oral Hypoglycemic Agents in Navi Mumbai Territory” in Lupin Pharma.
This project work has given me experience about the marketing strategies of the company. I
have interacted with lot of people during my project work. Involvement in this project was an
exciting and learning experience for me.
I made a brief comparison of marketing strategies adopted by the Lupin Pharma.
Competitors. The competitive advantage of Lupin Pharma was also looked at.
During this project I observed MR’s of the company promoting their product, what is
the relation between Doctors and the company MR’s and also surveyed that what qualities
should MR possess and which should be avoided. Now a day all retail shops use computers to
maintain data and the most of the shops uses software Dava plus & Medivision. Generally they
get discount from distributor on cash or on volume.
Marketing attributes of Lupin Pharmaceutical is not at excellent level. Lupin
manufactures best quality of products among competitors but it lacks in services given to
doctors. M.Rs of Lupin is effective but in competitive market, other companies have more
effective M.Rs than Lupin.
Among all over the Navi Mumbai area it is found that brands under the drug
METFORMIN are preferred more than any other drug brands, In combination therapy
METFORMIN+GLIMIPERIDE is preferred more, Whereas the ACARBOSE and MIGLITOL
is least preferred. In SITAGLIPTINS MERCK and IN VILDAGLIPTINS NOVARTIS and USV
are the markets leaders, these two brands are emerging rapidly in market
By taking into mind all the above factors, I have also made some suggestions to the
company. At the same time, I have used necessary reference books to make this report
informative.

10. LIMITATIONS OF PROJECT

HIP
INTERNS
SUMMER
There were certain limitations in the process of collection and compilation of data. But an effort
has been made to obtain maximum authentic data. The limitations can be put forth as follows:
• The study was carried out only for the year 2010.
• Project duration was hardly two months. It was impossible to carry out the market
research to the core of the topic in this short duration.
• Due to time constrait many respondents does not give information properly
• Due to small sample size sampling may not be accurate deviation in result may be
observed.
• Many facts given by the chemist were such that in which they themselves appeared to be
confused.
• The findings and interpretations are based on the answers given by the interviewee hence
inaccuracy is unavoidable.
• Due to time constrait many respondents does not give information properly.
• Market data is not always accurate :-

As observed in data collection approximate data is given by chemists. Round figures are
given which dosent give accurate implications of survey.
• Biasness of responder:-
If responder i.e. chemist is giving reply with biasness that affect result of survey

11. SUGGETIONS & RECOMMENDATIONS

HIP
INTERNS
SUMMER “DON’T DO DIFFERENT THINGS, DO THINGS DIFFERENTLY”
 The Medical Representative of the Lupin Pharrma company should understand the needs
of the doctors and have to make good contacts with chemist as they plays a major role in
prescribing their product because they know from the chemist how their products are
moving along with the competitors products.
 Improve its distribution system for the transport system of its finished goods.
 Designing of a permanent system for continuous area wise follow up from various
distributors.
 Promotion of its brand for more effective brand recall. This can be done by undertaking
more corporate advertising.
 Company should ensure proper maintenance of stock with the retailers to acquire more
market share.
 Company must recruit the Medical Representatives with good communication skill. It
must start training programs to increase the subject knowledge, and improve the skills of
short presentations given by M.R. to doctors.

HIP 12. BIBLIOGRAPHY

INTERNS
SUMMER
“EVERY WORK IS COMPLETED USING EARLIER CONTRIBUTIONS”
Books Referred:-
• Marketing Management by Phillip Kotler and Kelvin Lane Keller, twelfth edition.
• Retail Management by Levy Weitz.
• “Research Methodology, Methods and Techniques” by C.K. Kothari, New Age

International Publishers, New Delhi.
Web Assistance:-
 www.amazon.com/Pharmaceuticals-strategies
 www.mapsofindia.com/Pharmaceuticals
 www.lupinworld.com

 www.google.com
 www.imshealth.com
HIP
INTERNS
SUMMER
 www.lupinindia.com
13. ANNEXURE
LUPIN PHARMA CHEMIST REGISTRATION FORM
(ORAL HYPOGLYCAEMIC AGENTS)
AREA: -
NAME OF SHOP:-
NAME OF CONTACT PERSON:-
CONTACT NO: -
PRESCRIBERS NAME:-
(1) METFORMIN:-
SRNO BRAND NAME PRESCRIPTIO STRIPS PER NON /SLOW MOVING

NS PER WEEK WEEK QUANTITY/ MONTH
1 GLUFORMIN (PIRAMAL)
2 CETAPIN (AVENTIS)
3 ZOMET (INTAS)
4 GLYCOMET (USV)
5 GLUCONORM (LUPIN)
6
(2) GLIMEPIRIDE:-
SRNO BRAND NAME PRESCRIPTIO STRIPS PER NON/SLOW MOVING

1 AMARYL (AVENTIS)
2 GP-1/2 MG (USV)
3 GLIMER (PIRAMAL)
4 ZORYL (INTAS)
5 GLADOR (LUPIN)
6

(3) PIOGLITAZONE:-

HIP NS PER WEEK WEEK QUANTITY/ MONTH
1
INTERNS PIOGLIT (SUNPHARMA)
2 PIOLET (INTAS)
SUMMER
3 PIOZ (USV)
4 PIOZONE (PIRAMAL)
5 PATH (LUPIN)
6
(4)METFORMIN + GLIMEPIRIDE:-

1 AMARYL-M (AVENTIS)
2 GEMER FORTE (SUNPHARMA)
3 GLYCOMET-GP (USV)
4 GLUFORMIN G1/G2
(PIRAMAL)
5 GLUCONORM-G (LUPIN)
6
(5) PIOGLITAZONE + METFORMIN:-

SRNO BRAND NAME1 PRESCRIPTIO STRIPS PER NON/SLOW MOVING
1 PIOZ MF- 15 (USV)
2 PIOGLIT-MF (SUNPHARMA)
3 PIOLET-M (INTAS)
4 PIOZONE-M (PIRAMAL)
5 GLUCONORM-P (LUPIN)
6
(6) METFORMIN + GLIMEPIRIDE+ PIOGLITAZONE

1 PIOZ MF-G (USV)
2 TRIBET (PIRAMAL)
3 ZIGLIM PLUS-2 (FDC)
4 GLUCONORM-PG (LUPIN)
5

(7) ACARBOSE:-

HIP NS PER WEEK WEEK QUANTITY/ MONTH
1
INTERNS REBOSE (SUNPHARMA)
2 GLUCAR (GLENMARK)
SUMMER
3 GLUDASE (ALKEM)
4
(8) MIGLITOL:-
SRNO BRAND NAME PRESCRIPTIO STRIPS PER NON /SLOW MOVING
1 MIHTOR (TORRENT)
2 EUGLITOL (PIRAMAL)
3 MIGNAR (GLENMARK)
4 MIGLIT (BIOCON)
5 MISOBIT (LUPIN)
6
(9) VOGLIBOSE:-
1 VOLIBO (SUNPHARMA)
2 VAZUKA (DR. REDDY)
3 VOLIX (RANBAXY)
4 VOBIT (LUPIN)
5
(10) SITAGLIPTINS:-

1 JANUVIA(MERCK)
2 XELEVIA(MERCK)
(11) VILDA GLIPTINS:-

1 GALVUS(NOVARTIS)
2 JALRA(USV)

HIP
INTERNS
SUMMER
SIGNATURE AND STAMP OF CHEMIST

Project Report For College

Diunggah oleh

Informasi Dokumen

Judul Asli

Hak Cipta

Format Tersedia

Bagikan dokumen Ini

Bagikan atau Tanam Dokumen

Opsi Berbagi

Apakah menurut Anda dokumen ini bermanfaat?

Apakah konten ini tidak pantas?

Hak Cipta:

Format Tersedia

Project Report For College

Diunggah oleh

Hak Cipta:

Format Tersedia

LUPIN PHARMACEUTICALS INC

Place:-Navi Mumbai Director

Sterling Institute of Management Studies, Nerul 58

Date: Signature of student

Place: Navi Mumbai Pravin B. Munde

Sterling Institute of Management Studies, Nerul 58

Sterling Institute of Management Studies, Nerul 58

“WELL BEGUN IS HALF DONE”

The Project Report on “Competitive Analysis of Brands and Market share

Sterling Institute of Management Studies, Nerul 58

Sterling Institute of Management Studies, Nerul 58

2 Scope & Objectives 8-9

Indian Pharmaceutical Industry &

4 Company Profile 13-22

5 Research Methodology 23-27

6 Data analysis & Interpretation 28-46

8 SWOT Analysis 49-50

11 Suggestions & Recommendations 53

“CLEAR EXPLANATION IS A MUST FOR EVERY PROJECT”

Sterling Institute of Management Studies, Nerul 58

2. SCOPE & OBJECTIVES

Sterling Institute of Management Studies, Nerul 58

1. Evaluate the current performance of an organization.

• To assess the competitive advantage of Lupin Pharma.

Sterling Institute of Management Studies, Nerul 58

3. INDIAN PHARMACEUTICAL INDUSTRY

 ROLE OF PHARMACEUTICAL INDUSTRY IN INDIA:-

Sterling Institute of Management Studies, Nerul 58

THE INDIAN PHARMACEUTICAL INDUSTRY TODAY:-

Sterling Institute of Management Studies, Nerul 58

innovatively-engineered generic drugs and active pharmaceutical ingredients (API), and it is

Sterling Institute of Management Studies, Nerul 58

 Brief Introduction of Company:-

Lupin Limited, headquartered in Mumbai, India, is strongly research focused. It has a

Lupin is building on our parent company’s strengths of vertical integration in discovery

Sterling Institute of Management Studies, Nerul 58

“To be an innovation led transactional pharmaceutical company”.

Dr Desh Bandhu Gupta

Sterling Institute of Management Studies, Nerul 58

Sterling Institute of Management Studies, Nerul 58

Lupin acquired Hormosan Pharma GmbH, a Generic Company in

Lupin acquired stake in Generic Health Pty Ltd., in Australia.

Lupin acquired Pharma Dynamics in South Africa.

Lupin acquired Kyowa Pharmaceutical Industry Company Limited, a

Commercial production was started at the New finished dosage facility at

Lupin received “Best new manufacturer of the year” award from

Maiden Bonus share were issued in the ratio of 1:1.

Maiden issue of Foreign Currency Convertible Bonds (FCCB) aggregating

US FDA and MHRA (UK) approvals were received for Goa.

New Lovastatin plant at Tarapur was approved by the US FDA.

Sterling Institute of Management Studies, Nerul 58

Oral Cefaclor injectible Plant at Mandideep was approved by US FDA.

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.

State of the art R&D Centre at Pune was commissioned.

Lupin commenced supply of Cephalosporin bulk actives to its alliance

Lupin Laboratories Ltd was amalgamated with Lupin Chemicals Ltd,

The Company’s restructuring operations yielded encouraging results.

Sterling Institute of Management Studies, Nerul 58

Work commenced on the R&D Centre at Pune.