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Presented By-

Kamal Dev Singh


4th sem IMP-MBA 091203003

Index
Introduction About Biological E Research design Data analysis Findings Suggestions

Introduction
VACCINE-

A vaccine is a biological preparation that contains an agent that resembles a disease-causing microorganism, and is often made from weakened or killed forms of the microbe or its toxins. The agent stimulates the body's immune system to recognize the agent as foreign, destroy it, and "remember" it, so that the immune system can more easily recognize and destroy any of these microorganisms that it later encounters.
India is among the major buyers and makers of vaccine, locally as well as globally. Total Vaccine Market in India Rs. 10 billion Market Growth 25 to 30%

Intro cont
Tetanus , also called lockjaw , is a medical condition characterized by a prolonged contraction of skeletal muscle fibres. In 77% of patients with tetanus in India, tetanus occurred after an acute injury, including puncture wounds (49%), lacerations (22%), abrasions (12%), and animal bites (2.6%). Stepping on a nail accounted for 39% of the puncture wounds. Toxoid vaccines are made from inactivated toxic compounds that cause illness rather than the microorganism. Examples of toxoid-based vaccines include tetanus and diphtheria

Brands of tetanus toxoid


available in market BETT-

SERUM-

DANO-

About
Originally incorporated as Biological Products Private Limited in 1953, and launched by Dr. D.V.K. Raju. Biological E today, is a leader in Vaccinology in India and a significant player in the world vaccine market.

Biological E Limited supplies most of the essential and life saving drugs to Central and State Government Hospitals, Public Sector Undertakings, the Indian Armed Forces and the domestic retail market.
Biological E has been prequalified as a T.T supplier by W.H.O. Thus Bio Es name figure in the list of US prequalified Global Vaccine manufacturers.

Among the most sought after products are Anti Snake Venom, Anti-Tetanus Serum, Tetanus Toxoid, DPT, DT, Heparin . Coscopin Range. World's first combination DNA vaccine for rabies developed.

Research Design
Objective :
To understand the prescription behaviour of physicians towards T.T injection. To identify the top moving brands of T.T. injection through survey. To understand the factors why retailers push a particular brand of T.T.

To propose strategy to promote the T.T. injection based on the findings of retailer survey.

Type of research
Descriptive Research

Data collection method


Both primary and secondary Primary data collected through questionnaire

Sample Design:

Type of population : Finite Sampling unit: Geographical sampling unit. Target population: Pharmacists/Chemists in Hyderabad.

Sampling Method
Convenient sampling .

Sample size:
Total population- 3000 pharmacy shops Sample size- 158 pharmacy shops Total population: 3000 e =0.1 (10%) z = 1.96 at 95% confidence level =4/6 S.D. =Range of population/6 Range =difference between highest and lowest score.

Limitation of the study :


Some Pharmacists were not helpful in responding to questionnaire due to time constraint.

The study results are applicable to the surveyed places only and may not be generalized. This being a convenience sampling, the analysis may not be a true picture in some cases.

Sample size is of 158 pharmacy shops may not represent the entire population. So we cannot say it is a mass opinion.

DATA ANALYSIS

Prescription pattern of physicians towards T.T. Injection

Above given chart shows that 82 % doctors prescribe only T.T. without specifying any particular brand.

Brand preferred by retailer:

Sales per week for a particular brand :


Graph shows that sales per week for Dano is much higher than the other brands. So we can say that Dano is the top moving brand.

Analysis of following attributes for preference of a particular brand using Chi Square Test : Profit margin Offers provided by company Quality of the product Economical for patients Availability of the brand

Profit margin as an attribute for selection of a particular brand:


Significance value of chisquare test is 0.00 Alternative hypothesis is accepted Variables are dependent

Graph shows that Dano is preferred brand in terms of profit margin

Offers provided by company as an attribute for selection of a particular brand:


Significance value of chisquare test is 0.00 Alternative hypothesis is accepted Variables are dependent

Brand preferred by retaliers in terms of offer given by companies are T.T.Serum and BETT .

Quality of the product as an attribute for preference of a particular brand :


Significance value of chi-square test is 0.00 Alternative hypothesis is accepted Variables are dependent Brand preferred by retaliers in terms of quality of the product is BETT and T.T.Serum but they rate average to Dano in terms of quality of the product.

Availability as an attribute for selection of a particular brand:


Significance value of chisquare test is 0.00 Alternative hypothesis is accepted Variables are dependent

Dano is the preferred brand in terms of availability of the product

Impact of various attributes on preference of a particular brand by retailers:


Dano is the most preferred brand in terms of availability and profit margin. It is also very economical for patients. T.T Serum is the preferred brand in terms of quality and offers. BETT is preferred by retailers because of its quality.

FINDINGS :
Most physicians (82%) do not prefer to prescribe brand names of tetanus toxoid,they prefer writing ONLY T.T in their prescription. 48% of the pharmacies in Hyderabad stock Dano brand for tetanus toxoid compared to BETT (26%) and T.T. Serum (25%). Dano enjoys almost half (49%) of the market share as a preferred brand for tetanus toxoid while the other half of the market share is shared by BETT & T.T. Serum together. 77% of the retailers prefer to keep Dano because they get high profit margin.

FINDINGS :
T.T. Serum and BETT provides offer to retailers while Dano doesnt provide any offer. When quality as an attribute is considered then BETT &T.T. Serum are preferred by retailers.

In terms of availability of the product to the retailers Dano is the market leader. Dano is the most economical brand for patient among various available brands of tetanus toxoid. Dano is the most selling brand (avg ,21sales/week/shop) followed by BETT and T.T. Serum (avg,12 sales/ week/shop each).

Suggestions
Availability of the product at pharmacies should be given more importance by increasing the no. of visit of medical representatives at pharmacies. BE needs to extensively distribute its products to almost all the major hospital pharmacies, wholesalers as well as rural areas of Hyderabad because majority of pharmacies including hospital pharmacies didnt have the stock of BE products

Suggestions
Building brand loyalty will be beneficial as pharmacists do consult to doctor if brand is not available BETT is the most expensive brand among all other available brands of tetanus toxoid which gives very less profit margin to retailers compared to other brands so in order to increase sale BE needs to increase profit margin to retailers.

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