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A SUMMER INTERNSHIP REPORT ON ESTIMATION OF MARKET POTENTIAL FOR VOLUVEN & FRESOFOL IN UNTAPPED MUMBAI & PUNE REGIONS

FOR FRESENIUS-KABI INDIA PVT LTD, PUNE IN PARTIAL FULFILMENT OF UNIVERSITY OF MUMBAI GUIDELINES FOR AWARD OF DEGREE OF MASTER OF MANAGEMENT STUDIES (MMS) OF UNIVERSITY OF MUMBAI SUBMITTED TO

RAJIV GANDHI COLLEGE OF MANAGEMENT STUDIES (PLOT NO.1, SECTOR 8, GHANSOLI, NAVI MUMBAI) UNDER THE GUIDANCE OF PROF. BRIJESH SHARMA SUBMITTED BY SACHIN SHANKAR DOKE (ROLL NO- 13) (MARKETING)

*Net income attributable to Fresenius Kabi AG.

Fresenius Kabi at a glanceFresenius Kabi is the leader in infusion therapy and clinical nutrition in Europe and in its most important countries of Latin America and Asia Pacific. Within I.V. generic drugs, Fresenius Kabi counts among the leading suppliers
The company is focused on the therapy and care of critically and chronically ill patients in and outside the hospital.
Key Figuresm 2010 2009 Change

Sales
EBITDA EBIT Net Income* Employees

3,086
742 607 200 21,872

2,495
544 443 200 20,457

24 %
36 % 37 % 0% 7%

Companys Business Fields

Mission Based on companys expertise in infusion and nutritional therapy with their pharmaceutical products, medical devices as well as disposables and with the commitment and dedication of our employees, they will generate the necessary resources to become the global leader for the therapy and care of critically and chronically-ill patients inside and outside the hospitals. Caring for Life

INTRODUCTION The project is aimed at Survey including competitor products, Analysis and calculation of potential of products viz. Voluven(brand of plasma volume expander) & Fresofol (propofol brand) in selected Mumbai and Pune region.

Reason for selecting this topicVoluven & Fresofol are best quality products being used worldwide, Voluven is only product in plasma volume expander category which has USFDA approval this inspired to undertake research work.

Limitations of the studyAs the Fresenius-kabi is the reputed multinational company (MNC), & follow rules and regulations thus no discloser of confidential information. Project is mostly based on the relevant information obtained from primary survey of hospitals and nursing homes which might have its inherent limitations. Project is aimed for market expansion, so there is no any confidential information regarding companys current market. Project is based on the survey of selected areas of these two cities only.

Objective Of The Study Primary objectiveTo find out area where company can spread their market with respect to Voluven & Fresofol. Secondary ObjectivesTo understand & study the formula derived for market potential estimation. To find out approximate surgeries per month in hospitals/NH in given area & establish its relationship for potential of voluven & fresofol. To find out the number of ICU beds in the hospitals/NH & potential thereof for Voluven & Fresofol. To identify the expansion potential of Voluven & Fresofol in Mumbai & Pune cities separately & total expansion of these two cities to getherly. To estimate expansion potential in terms of revenue for Mumbai & Pune. To study & understand the use of some products for health care purpose.

METHODS OF DATA COLLECTION.


Collection from Primary method : It is first hand information from original source. Questionnaires Interview Secondary data collection Secondary data source for the Project is database given by company & also the various sources of websites and books. I have collected secondary data by using various bibliography & webliography.

FindingsTotal possible sales expansion potential for Voluven & Fresofol in Mumbai & its suburbs is Rs.18,50,100/- per month Total possible sales expansion potential for Voluven & Fresofol in Pune is Rs.9,40,600/- per month Total possible combined sales expansion potential for Voluven & Fresofol in Mumbai & pune cities is of Rs.27,90,700/There is higher potential in government hospitals of Mumbai suburbs( viz Ulhasnagar, Kalyan, Dombivali, Kalwa, Thane).

Total possible expansion potential(revenue) voluven+fresofol

Pune 34%

Mumbai & its suburbs 66%

ConclusionFresenius kabi has more potential in OT than that of ICU in terms of Voluven & Fresofol. In some region, though doctors are not using products, they are aware of products, therefore it proves that Voluven & Fresofol has good market value. Existing sales executives of company are overloaded with their already assigned work so they cannot concentrate on expansion program. By virtue of area, number of hospitals & population density Mumbai has more expansion potential than Pune.

Suggestions Possibility of reaching the target customers (Doctors) through multiple medias like using mobile phone messaging, or sending email based information to their email accounts. Sponsoring / arranging seminars related with Surgery / ICU Care or banquets where the company can target the untapped customers by projecting its products. As the existing sales executives of the company are overloaded with their existing work, there is a need to augment the sales force and improve the process of targeting new potential hospitals / doctors for increasing the sales. Incentives to retail customers- This strategy can be use if there is no issues from doctors to prescribe these products but pharmacist is often substituting the product with competitors product.

Thank You