A Project report At

Lincoln Pharmaceuticals Ltd

In partial fulfillment of the requirements for the award of the degree of

Post graduate diploma in management

By Sanjitkumar Vaghel Student ID:030301006 PGDM:2011-13

Preface
This report comprises of projects. The report is submitted as a part of Summer internship project done at Lincoln Pharmaceutiacals Ltd from 14th May2012 to 14th July2012. The work is undertaken under the direction of project guide Mr.Gaurav Dixit(Product executive) and faculty guide Prof.Rajendra Dagia,Unitedworld School of Business,Ahmedabad. It starts with the introduction to Lincoln Pharmaceuticals Ltd followed by the projects. A comprehensive market research and analysis has been done for the project and recommendations are given towards the end.

Acknowledgement
It is very great opportunity to prepare a report on market survey of Povidone-Iodine(antiinfective).Such type of report cannot be made without any guidance and motivation. I take this opportunity to express my gratitude to the people who have been instrumental in the successful completion of this project. I take immense pleasure in thanking Mr.Rajendra

Dagia(Prof.-Unitedworld schppl of business) for having permitted me to carry out this

project work, for being a source of inspiration and for his timely guidance in the conduct of my project work. He inspired me greatly to work in this project. His willingness to motivate us contributed tremendously to my project. Internship is like a practical training. In this we have to do practical work. I wish to express my deep sense of gratitude to my company Guide Mr.Gaurav Dixit (Product Executive - Lincoln Pharmaceuticals Ltd) for his able guidance and useful suggestions, which helped me in completing the project, works in time. I am very thankful to Mr.Harit Kajiwala (Lincoln Pharmaceuticals Ltd.) also for his support. I am indebted to all doctors for their invaluable time without which this work would not have been possible. Specially I take this opportunity to acknowledge Mr,Himanshu Vaidya(Director-

Unitedworld School of Business,Ahmedabad) for being a mentor and inspiration for me.
Lastly, I would like to thank to all those who had helped me directly or indirectly in completing this project successfully. I am grateful for their constant support and help.

Intern Declaration
I hereby declare that projects titled are original pieces of research work carried out by me under the guidance and supervision of project guide Mr.Gaurav Dixit and faculty guide Mr.Rajendra Dagia.The information has been collected from genuine and authentic sources. The work has been submitted in partial fulfillment of the requirement of Post graduate diploma in management to Unitedworld School of Business,Ahmedabad.

Sanjitkumar Vaghel

Prof.Rajendra Dagia Faculty Guide

Certificate of work
This is to certify that report entitled, Study of history in brief of Povidone-iodine as an anti-infective. Marketing Practice in Pharmaceutical Industry. Submitted by Sanjitkumar Vaghel,student ID No:030301006,Unitedworld School of Business, Ahmedabad, for the fulfillment of the course Post graduate diploma in management of the institute embodies original work done by him under my supervision.

Date:

Project Guide

INDEX List of contents Sr.No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 Particular Introduction Industry analysis About pharma industry in world About Indian Pharma industry Company detail Internship project detail Title of project Objective -1( Povidone-iodine) Literature review Data analysis & Findings Conclusion & Recommendation Objective-2(Role of PMT) Objective -3(Promotional tools) Objective-4(Design of campaign) Bibliography Annexures Reflective note Page No 1 4 5 6 9 19 20 21 22 27 41 42 47 52 53 54 58

List of Figures Sr.No.

1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 1.10 1.11 1.12

Particulars
Porters five forces model Oxidation of respiratory enzymes gender wise distribution Age wise distribution Patients per day Prescribe or dispense D/P Ratio Frequently used dosage form Ideal brand Most important factors for prescription Problem with current antiseptic Distribution channel

Page No.
4 24 27 28 29 30 31 32 33 34 35 46

List of Tables Sr.No.

1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 1.10 1.11 1.12 1.13 1.14 1.15

Particulars
List of top ten pharmaceutical companies in world Gender wise frequency distribution Age wise distribution Patients per day Prescribe or dispense Dispense/prescribe ration Ideal brand important factor response Problem with current antiseptic Correlation Org data Competitors brand Product portfolio of Betadine Wokadine product list Product range of Drez

Page No.
5 27 28 29 30 31 33 34 35 36 37 37 38 39 40

INTRODUCTION Pharmaceutical Industry

The main aim of pharmaceutical Industry is to develop research and distribute drugs in order to provide health care for the people in the society. The Pharmaceutical Industry like other industries is subjected to follow certain rules and regulations. The Pharmaceutical Industry needs to follow rules about patent, marketing as well as testing of drugs that are scheduled to come to the market as medicines. Since the inauguration of the Pharmaceutical Industry in the 19th century, it has covered along way and now it has become one of the most influential and successful industry in the world with both controversy and praise on its part. Pharmaceutical Industry is very much dependent upon the developments and discoveries that are made to search new types of drugs and also to search for new kind of medicines. One can also see differences within the industry regarding the same drug or report and different companies within the Pharmaceutical Industry look to follow different paths for the same thing.

Drug Discovery and Drug Innovation are two very aspects in the Pharmaceutical Industry: Drug Discovery: It is a process through which potential drugs are designed or discovered.
It has been observed in the past that most of the drugs were invented by means of isolating the active component from remedies which are traditional in nature or through another kind of discovery known as serendipitous discovery. Drug development: This process is taken forward after the discovery is done and a thing is identified as a potential drug. The development takes place immediately after that as the component is turned into a medicine. So this is also considered as a very important process and has great importance in the Pharmaceutical Industry.

Strategic issues facing the industry:

The strategic issues shaping the modern pharmaceutical industry are: Industry consolidation: Merger activity has been intense within the industry in the last decade. Analysts believe that three firms; GlaxoSmithKline, Bristol-Myers Squibb and Merck are likely candidates to be directly involved in the next round of industry consolidation. Eli Lilly and AstraZeneca would make the best partners for GlaxoSmithKline, combining the latter's commercialization strengths with a partner's valuable portfolio and pipeline. A merger with Merck and Johnson may provide a complementary portfolio and a short-term revenue boost, but the long term consequences of such a deal would be a cause of concern if pursued due to the monopolistic consequences such a merger could have.

Science and Innovation: Over the last decade the knowledgebase of the pharmaceutical
sciences has changed dramatically and continues to change at a fairly high rate. As new technologies and bodies of scientific knowledge emerge, whole new sets of opportunities and threats are being introduced. Breakthroughs in science, innovation and technology continue to create novel opportunities for new products and processes. This has increased the pace of the industry and major players must keep up with changes else become vulnerable.

Increased Competition: A major issue facing the industry is the intense competition and
changing face of the pharmaceutical market. The industry has seen a legion of new market entrants, increased competition among key players and industry consolidation. A host of largescale mergers and acquisitions have taken place over the last two decades. Competitive advantage within the industry is being constantly redefined and to maintain their presence, key industry players are being forced to revamp their organizational structure, overcome huge barriers in R&D, clinical trials and marketing, simply to ensure continuity and maintain profitability.

Changing Consumer Profile: The profile of the pharmaceutical consumer has changed.
Consumers are now better informed and there are expectations on the industry to show that their products deliver better health and greater economic value. Also, in previous decades governments were either the sole or major purchasers of pharmaceutical products but the current trend shows that healthcare costs are being constantly being shifted away from the government, which acted as the traditional social purchaser, over to health insurance companies and common individuals. The increasing price sensitivity of the common consumer and financial muscle of healthcare agencies and health insurance companies is forcing firms in the industry to cut product prices thereby reducing margins. In the future, as government shifts more healthcare costs to the end consumer, consumers will increasingly pay more for access to healthcare and medicines and this will further increase their price sensitivity.

Ageing Population: Due to ageing global populations there is external pressure on the
industry to reduce the price and long-term dependence on pharmaceuticals. This, in addition to the market requirement for the industry to improve current new medicines and lower product costs is increases the pressures on industry to aggressively reduce its cost base without compromising gross spend on research and development which most firms require to maintain competitiveness.

Changing Geo-political environment: A political environment worldwide has become a

major force. Due to the socio-political consequences of healthcare and medicines, the pharmaceutical industry is facing increasing political pressure to reduce prices and control costs. In certain geo-political areas, particularly in developing economies, government are

increasing pressure on pharmaceutical firms to act in the social interest and this is likely to intensify in the future. Examples are issues around AIDS in Africa. African government's policies are becoming increasingly stringent with regards to the conduct of pharmaceutical firms.

Decreasing Consumer Influence: A unique feature of the pharmaceutical market is that the
final consumer has little or no say in the choice of medicines and treatments. Medical doctors, general practitioners and pharmacists usually act as agents of the final consumer and they are largely responsible for the consumers purchasing decisions. As a result of this pharmaceutical companies direct a sizeable proportion of their marketing efforts at these agents. With the advent of the internet, consumer enlightenment has the capacity to erode the influence of the medical agents as consumers have easier access to medical information and treatments.

Structural Industry Analysis (Porters Five Forces)

This section provides a summary positional analysis of the pharmaceutical industry using Porters five forces model.

Figure1.1 Porters five forces model

Barriers to entry: High (Pharmaceuticals). Cost of R&D and patent limitations Industry competition: High. Advantages gained by first mover (patents) Supplier Power: Low Buyer Power: Low Threat of substitutes: Low with patents Medium (After patent expiry)

Pharmaceutical industry trend-Global scenario

If present industry overview is taken into consideration then the global pharmaceutical market in 2010 was projected to grow 4 - 6% exceeding $825 billion. The global pharmaceutical market sales are expected to grow at a 4 - 7% compound annual growth rate (CAGR) through2013. This industry growth is driven by stronger near-term growth in the US market and is based on the global macro economy, the changing combination of innovative and mature products apart from the rising influence of healthcare access and funding on market demand. Global pharmaceutical market value is expected to expand to $975+ billion by 2013. Different regions of the world will influence the pharmaceutical industry trends in different ways. The pharmaceutical industry is characterized by a high level of concentration with fifteen multinational companies dominating the industry.

Here is the list of top ten Pharmaceutical companies based on 2011 revenues, in millions. Sr.no 1 2 3 4 5 6 7 8 9 10 Company name Pfizer Johnson& Johnson Novartis Merck & co Sanofi Glaxosmithkline Abbott Laboratories Astrazeneca Eli Lilly &co. Bristol-Myers Squibb Revenue $ (in millions) 67425 65030 59375 48047 45510 42562 38851 33591 24286 21244

Table1.1 List of top ten pharmaceutical companies in world

Indian Pharmaceutical Industry

Indian Pharmaceutical Industry currently tops the chart amongst India 's science-based industries with wide ranging capabilities in the complex field of drug manufacture and technology. The Indian Pharmaceutical Industry ranks very high amongst all third world countries, in terms of technology, quality and the vast range of medicines that are manufactured. The Pharmaceutical industry has grown from mere US$ 0.3 billion turnover in 1980 to about US$ 21.73 billion in 2009-10. The country now ranks 3 rd in terms of volume of production (10 per cent of global share) an 14 th largest by value (1.5 per cent of global share). One reason for lower value share is the lowest cost of drugs in India ranging from 5 per cent to 50 per cent less as compared to developed countries. Indian pharmaceutical industry growth has been fuelled by exports and its products are exported to a large number of countries with a sizeable share in the advanced regulated markets of the US and Western Europe . Many Indian companies maintain highest standards in Purity, Stability and International Safety, Health and Environmental (SHE) protection in production and supply of bulk drugs even to some innovator companies. This speaks of the high quality standards maintained by a large number of Indian Pharma companies as these bulk actives are used by the buyer companies in manufacture of dosage forms which are again subjected to stringent assessment by various regulatory authorities in the importing countries. More of Indian companies are now seeking regulatory approvals in USA in specialized segments like Anti-infective, Cardiovascular, CNS group. Along with Brazil & PR China, India has carved a niche for itself by being a top generic Pharma player. Increasing number of Indian pharmaceutical companies have been getting international regulatory approvals for their plants from agencies like USFDA (USA), MHRA (UK), TGA (Australia), MCC (South Africa), Health Canada etc. India has the largest number of USFDAapproved plants for generic manufacture. Considering that the pharmaceutical industry involves sophisticated technology and stringent "Good Manufacturing Practice (GMP) requirements, major share of Indian Pharma exports going to highly developed western countries bears testimony to not only the excellent quality of Indian pharmaceuticals but also its price competitiveness. More than 50 per cent share of exports is by way of dosage forms. Indian companies are now seeking more Abbreviated New Drug Approvals (ANDAs) in USA in specialized segments like anti-infective, cardio vascular and central nervous system groups.

Key strength of Pharma sector

Low cost of innovation/Manufacturing/expenditure to run a Cgmp compliance facility

Low cost scientific pool on shop floor leading to high quality documentation. Proven track record in design of high tech manufacturing facilities. Excellent regulatory compliance capabilities for operating these assets. About 95% of the domestic requirement being met through domestic production. India is regarded as a high quality and skilled producer in the world. The country has the distinction of providing quality healthcare at affordable prices.

Research and Development

In no other Industry segment innovative R&D is as critical as in Pharma industry. Here, the New Drug Discovery Research(NDDR) has to keep pace with the Emerging pattern of disease as well as responses in managing existing disease where target organisms are becoming resistant to existing drugs. The NDDR is also an expensive activity. It is encouraging to observe that at least 10 Indian companies are into new drug discovery in the areas of infections, metabolic disorders like diabetes, inflammation, respiratory, obesity & cancer. Most of these companies have increased their R&D spending to over 5 per cent of their respective sales turnovers. There is notable success from some Indian companies in out licensing new molecules in the asthma and diabetes segments to foreign companies. Introduction of product patent for Pharmaceuticals is an important feature for Indian Pharma R&D scenario. This has boosted the confidence of MNC Pharma companies in India where a number of western Pharma companies have already R&D collaborations with Indian Pharma companies in the field of NDDR. Some Indian companies have also got US-FDA approvals for their new molecules as Innovative New Drugs(IND). Western Pharma companies have recognized the attractiveness of India as a R&D outsourcing destination due to low cost scientific manpower, excellent infrastructure, top quality with capability to conduct modern research under GLP,GCP guidelines. Many of them have set up independent R&D centers in India.

Contract Manufacturing
Many global pharmaceutical majors are looking to outsource manufacturing from Indian companies , which enjoy much lower costs than their western counterparts. Many Indian companies have made their plants cGMP compliant and India is also having the largest number of USFDA-approved plants outside USA. Indian companies are proving to be better at developing Active Pharmaceutical Ingredients (APIs) than their competitors from target markets and that too with non-infringing processes. Indian drugs are either entering in to strategic alliances with large generic companies in the world of off-patent molecules or entering in to contract manufacturing agreements with innovator companies for supplying complex underpatent molecules. Some of the companies like Dishman Pharma, Divis Labs and Matrix Labs have been undertaking contract jobs for MNCs in the US and Europe. Even Shasun chemicals, Strides Arcolabs, Jubilant Organosys, Orchid Pharmaceuticals and many other large Indian companies

started undertaking contract manufacturing of APIs as part of their additional revenue stream. Top MNCs like Pfizer, Merck, GSK, Sanofi Aventis, Novartis, Teva etc are largely depending on Indian companies for many of their APIs and intermediates.

Major Pharmaceutical Public Sector Undertakings

There are five public sector companies in Pharmaceutical Industry. These are as follows: 1. 2. 3. 4. 5. Indian Drugs & Pharmaceuticals Limited(IDPL) Hindustan Antibiotics Limited(HAL) Bengal Chemicals & Pharmaceuticals Limited(BCPL) Rajasthan Drugs & Pharmaceuticals Limited(RDPL) Karnataka Antibiotics & Pharmaceuticals Limited(KAPL)

Major Pharmaceuticals Industries in India

1. Ranbaxy 2. Dr.Reddys Laboratories 3. Cipla 4. Sun Pharma Industries 5. Lupin Labs 6. Aurobindo Pharma 7. Glaxo Smith Kline Pharma(GSK) 8. Cadila Healthcare 9. Aventis Pharma 10. Ipca Laboratories

Company Profile Lincoln Pharmaceuticals Limited Profile

Today, Lincoln Pharmaceutical Ltd. is a Public Limited Company with a large shareholder base including members of the medical fraternity. It has its own manufacturing facilities, covering all the major dosage forms, like Tablets, Capsules, Injectables, Syrups, Ointments, etc. Its present manufacturing activities are located near Ahmedabad. The plant spreads across 30,000 sq. mtrs. With beautiful landscaping surrounding it. There are three different buildings for Tablets, Capsules and Injectables and also a separate building for Quality Control. An ultramodern laboratory with state of the art equipments ensures in-house quality assurance of each of the products.The products are designed for all therapeutic segments with a special emphasis on Gynecological and Orthopedic specialties. Manufacturing facilities at Lincoln Pharmaceuticals are in accordance with WHO-GMP standards. Also, Lincoln Pharmaceutical Ltd. is accredited with GMP and ISO 9002 certification. Lincoln Pharmaceuticals Limited is amongst the top world class quality oriented pharmaceutical producers, manufacturing and marketing various therapeutic molecules under WHO-GMP guidelines. Lincoln Pharmaceuticals Limited has pledged to serve the Health care segments, by providing Quality Pharmaceuticals at affordable prices.

Mission: Through perfect and persistent strategies, Lincoln Pharmaceuticals wishes to

translate into reality its mission To extend a helping hand to the medical fraternity in their noble cause of treating the masses at an affordable cost. To make "Healthcare for All" a reality through humble contribution of world class yet affordable Pharma products.

Vision: To stimulate a globalized effort to find cures of diseases through concentrated Research and Development, by strategic alliance both in India and Abroad.

Board of Directors
The Lincoln team comprises dedicated professionals at various levels.

Mr. Kishor M. Shah (Chairman)

Based at Nairobi, he takes care of the sales and distribution network in African countries. He also manages international liaison Joint Ventures and helps in enhancing the global presence and positioning.

Mr. Mahendra G. Patel (B.A, LLB)

Chairman and Managing Director of the company, he has a varied experience with chemicals, steel, finance etc.. He handles corporate planning strategies, policies, corporate finance etc.

Mr. Rajani G. Patel (B. Pharma)

He is the Joint Managing Director and a young entrepreneur in setting up this company. He has 25 years of experience in the pharmaceutical industry and looks after the manufacturing and marketing.

Mr. Hasmukh I. Patel (B.Sc.)

He is a full time Director, managing the entire gamut of domestic marketing as well as the entire sales distribution system of the company.

Mr. Arvind G. Patel (B.E.)

A Director, looking after the export business of the company

Key Members Name Mr.Amit Dwivedi Mr. K P Sompura Mr. Mahesh Patel Dr. Shantanu Gosh Mr.Sandip Bhatt Mr. Vijay Javia Mr.Dhaval Gandhi Mr. Anand Patel Mrs. Nidhi M Patel Department Marketing Finance Plant R&D HRD Export IT Purchase GM Creative

Plant
The manufacturing plant is located in the pleasing surroundings of 30000 sq. yard land with a garden providing ideal environmental conditions. The total carpet area of the plant is 3750 sq.m. This is divided into various sections for tablet and capsule manufacturing facilities. Every section has adequate space for current operations and provisions for future growth. A separate building housing Administration, Quality Control Laboratory and Quality Assurance section measures 452sq.m. The units are built with utmost care and foresight from the design stage itself to minimize chances of cross contamination. The plant has a "U" shaped corridor to ease the internal movement of both- men and material. There are internal sectional corridors leading to the processing areas. Processing areas are separated from corridors through suitable airlocks and pressure differentials. The same level of separation and care for avoiding contamination exists forpackagingalso. There are suitable sized stores and quarantines to receive quarantine and store various materials and finished products. The stores are manned by professionals to manage them rightly. The Khatraj units are dedicated to non beta lactam production. There is a separate area for antituberculars(specificallyRifampicin). Being a people driven Company, Lincoln Pharma puts highest emphasis on personal development of human skills, marketing techniques, and safety standards for its work force. They are committed to their responsibilities towards the environment, share holder family and society at large.

Location of Plant:
The Plant is situated 20 kms away from the Ahmedabad railway station and from the Ahmedabad Airport. The distance between the Corporate Office and the Plant is approximately 20 kms. Address: Lincoln Pharmaceuticals Ltd Trimul Estate, After Vadsar Village, Nr.Khatraj Chokdi Taluka:Kalol Dist:Gandhinagar Phone: +91-2764-2-81339,81341,81010,81340 Email : khatraj@lincolnpharma.com

Tablet & Capsule Section:

Newly built-up facility with installed capacity of 100 crores of tablets per annum / per single shift Facilities to manufacture Sustained Release Formulation. Three exclusive granulation shops: 1. Dry Granulation 2. Wet Granulation 3. Colored Granulation Unidirectional flow of men and material Six compression cubicles with separate Air Handling Units Centralized Air condition System to maintain 40 RH and 22 Degree Temperature in granulation, compression, blending and packing cubicles areas. Flame proof motors in granulation and coating sections. All Non-Air condition area fully ventilated with 5 micron filed Air. Coating facility including 48-150 kg Neocoater. Central Dust extraction system provided with pick up at all powder generating point. Water System: DM water having circulating loop to maintain 80-Degree Celsius temperature. Own Deep Bore well for water. Stores are fully computerized

Potential Section:
Sterile Liquid Injecton Ampoules & Vials with capacity of 80,000 Ampoules per shift & 25,000 Vials per shift(2ml to 50ml Vial) Sterile area having pressure gradient: 15 Pascal in manufacturing and passage 25 Pascal in wash and sterile 40 Pascal in filling area Multi column 80 per hour Three Manufacturing rooms and three separate filling areas Sterile Dry Powder B-Lactum 40,000 Vials per shift with Separate Entry & AHU Washing under HEPA filter. Sterilization by Double Door Dryer. Autoclave by Double Door Dryer. Poly Urethane coated Joint less Flooring.

Blister Packing of Ampoule and Vial.

Liquid and Ointment Section: 4 Head filling, sealing and labeling line having 100 bottles per minute capacity(40,000
Bottles per shift) total 2 lines.

Manufacturing capacity of 3000 liters per day. Total area is ventilated with 5-micron air and filling areas are under temperature control.
Ointment manufacturing and packing:20,000 tubes per shift(15 gm)

Manufacturing:
There are two separate manufacturing facilities for betalactum and non-betalactgurm production.The Khatraj Plant produces only non betalactum tablets, capsules, liquid & drypowder, injectables, syrups. The plant has WHO-GMP Certification and ISO-9002 Certification and all the products can match any international standards or requirements. All the facilities conform to international standards and the company also aims to satisfy the international requirements of TGA, MCA, MCC. Apart from the manufacturing facilities, the factory building has other utility premises, Godowns, Administrative Building and an ultramodern and hi-tech R & D Centre. Sophisticated machinery at the manufacturing plants and the quality systems are in place with ultramodern equipments.

Research & Development:

Right from inception, Lincoln puts a major thrust on developing innovative and technology based products aiming at optimizing the use of drugs for better therapeutic purposes. The R & D center is equipped with sophisticated instruments and equipments for in-house physical, chemical and microbiological analysis of all products. A dedicated group of technocrats mans the R&D center. New product development, Quality improvement in existing products, process development and validation are undertaken here. The ceaseless efforts to develop products by using Optimized Drug Delivery ensures greater potency & effectiveness, lesser side-effort & toxicity levels, better stability, low cost hence greater accessibility , ease of administration and best patient compliance. Increased patients awareness & cutthroat competition amongst the manufacturers induces the company to develop & introduce excellence and novelty in its products. Lincolns R&D is keeping pace with the changing pharmaceutical technology. As a result of focused research, Lincoln has filed patent for NAMSAFE a hepato-protective combination of Nimesulide with Recemethionine and a product patent for the protective combination of nimsulide with racemethionine and several more patent applications are in the pipeline. In the true sense Lincolns R&D is committed to developing technology-based products with competitive prices for the patients.

Products
Domestic: These are the following categories of drugs which company offers in domestic market.

Alkylisers Anti-Asthmatic Anti-Helminthics Anti-Protozoals Anti-Psychotics Anti-Ulcerants Anti-Diabetic Anti-Fungal Anti-Emetics Anti-Tussives/Expectorants & Mucolytics Electrolytes Iron Preparation Tonics & Vitamins

Analgesic Anti-Bacterials Anti-Infestives Anti-Amoebics Anti-Tuberculars Anti-Allergics Anti-Diarrhoeals Anti-Malarial Anti-Nauseants Cardiovascular Drugs Fertility Agents Sedative & Tranquilizer Topical Steroids

International: Indian Pharmaceutical Industry is growing fast as far as export market is

concerned, during last five years; there is a tremendous growth in the pharmaceutical industry. Lincoln Pharmaceuticals Limited has made successful achievement in overseas network for its formulations. Lincoln Pharmaceuticals Ltd has obtained drug registration for about 100 of its pharmaceutical formulations in more than 10 African as well as in other countries too.

Anti-Malarials Analgesics/Anti-inflammatory/AntiPyretic Anti-Fungal Anti-Tuberculosis Anti-Cold/Anti-Allergic/AntiAsthmatics Eye & Ear Drops Anti-Emetics Anesthetics Laxatives

Anti-Biotics Anti-Hypertensives/Cardiac/Diuretic Antacids/Anti-Ulcer Anthelmintics Anti-Diabetic Cream/Ointment/ Anti Infectives (|External) Anti-Psychotic Vitamins/Iron Preparations Anti-Diarrhoeals/Anti-Spasmodics

Milestones
Started Lincoln Pharma in the year of 1979 1984-85 We got WHO GMP for our plant/production unit 1990 Globle development - STARTED EXPORT TO Tanzania AND Mauritius 1995-96 Organization turn up to Public Limited company from Partnership 1997-98 Domestic Network across nation , we started the Ethical domestic marketing All India level 2000 Marketing Strength we have covered 80% of all India Market with 400 field staff and today we are having filed strength of 600 to 625 2001 Own Research & Development - R&D Center started in the year of 2001 Export house certificate received in the year of 2010 Specialty and patented product - we have developed 3 NDDS products and launched the product in 2011 (Pa-12, VIVIAN 1 ML, ARH 1 ML) Recently launched 1st time in India two blockbuster drug Tinnex and PA-12.

Regulatory Approvals
cGMP (EU) BFDA (Taiwan) MHRA (UK) BfArM (Germany) TGA (Australia) Anvisa (Brazil) MCC (South Africa) Ministry of Health (Latvia) MCAZ (Zimbabwe) NDA (Uganda) Anvima (Columbia) National Institute of Pharmacy (Hungary)

Quality Certification
ISO 9001-2000: Quality Management System ISO 14001: Environment Management System OHSAS 18001: Occupational Health & Safety Management System ISO/IEC- 17025 by NABL Quality Excellence Gold Award, IDMA (Indian Drug Manufacturers Association)

Group of Companies Lincoln Parenterals Pvt.Ltd.

The company manufactures parenterals and also undertaking contract manufacturing for other companies including Lincoln Pharmaceuticals Ltd. lppl@lincolnpharma.com

Karnavati Distributors Pvt.Ltd

The company is distributing goods to all India distributors; also involved in marketing efforts on behalf of Company. Kdpl1@icenet.co.in

Down Town Travels

The firm is engaged in tours and travels business. We are organizing conducted tours for Gujarat and other parts of India and we have arrangement of sophisticated vehicles for traveling 3 persons to 50 persons. We have more than 50 vehicles for our travel purpose. We provide efficient and cost effective services. www.downtowntravels.com

Shelavi Paper Mills

This company has a paper manufacturing unit where very good quality craft papers and all range of papers are manufactured.

Internship Project Detail

Summer Internship Project as its stands for a practical training in corporate with the aim of applying gained knowledge in 1st year cum learning and preparing oneself for final placement. It has come true in my case as path of project has been designed in such a way by my Project guide Mr.Gaurav Dixit , so that I can learn task and responsibility of a Product executive and enhance employability.

Title of Project
Understanding Marketing Practices of Pharmaceutical Industry To accomplish the above Project, it has divided into 4 parts. I have completed all four sub part of Project and hence completed ultimate Objective of internship project. Overview & brief study of Anti-Infective (Povidone-Iodine) in India. Understanding the role of PMT and Scope Understanding the various Promotional inputs prevailing in Pharma Marketing. Design of campaign, Preparing training material for B.E.,

Objective-1 Overview & brief study of Anti-infective (Povidone-Iodine) in India Research Objectives
1. 2. 3. 4. Review of literature on Povidone-Iodine To find out how many brands are available in Ahmedabad district of Povidone-Iodine. To find out pricing of Povidone-Iodine brands in market. To find out which brands are more prescribed by Doctors.

Methodology: Survey
Primary data: Questionnaire Secondary data: Internet Sampling type: Non probability convenience sampling Sample composition: Doctors and chemist Sample size: 50 Doctors and 20 chemists Location covered: Ahmedabad city Analysis: For the analysis purpose I have used SPSS 12.0 version and Microsoft Excel 2007.

Literature Review Definition of Antiseptics: Antiseptics are the substances that kill or prevent the growth of the
microorganisms. The name comes from the Greek words anti (against) and sepsis (decay). Antiseptics prevent infection and other changes in living tissue by destroying or slowing the growth of germs (microorganisms that cause disease).

History of Antiseptic:
Since ancient times, physicians and healers have been aware of the anti-infective and antispoilage properties of certain substances. Egyptian embalmers (people who preserved and prepared bodies for burial) used resins (an organic substance taken from plants and trees), naphtha (a liquid hydrocarbon often used as a solvent or diluting agent), and liquid pitch, along with vegetable oils and spices. The effectiveness of this mixture is shown in the fine state of preservation of Egyptian mummies. Persian laws instructed people to store drinking water in bright copper vessels. The ancient Greeks and Romans recognized the antiseptic properties of wine, oil, and vinegar. The use of wine and vinegar in the dressing of wounds dates back to the Greek physician Hippocrates (460-377 B.C.). Balsam, an antiseptic of both Southeast Asia and Peru, was introduced to Europe in medieval times and remained in use through the 1800s. A thirteenth-century surgeon, Theodoric of Bologna, recommended dressings dipped in wine to ward off the development of pus in wounds. English physician Sir John Pringle (1707-1782) published a series of papers entitled Experiments upon Septic and Antiseptic Substances that contain one of the first uses of the word antiseptic. Genevieve Charlotte dArconville introduced the use of chloride of mercury as an antiseptic in 1766. After Bernard Courtois (1777-1838) discovered iodine in 1811, it became a popular antiseptic treatment for wounds. None of these antiseptics, however, was sufficient to prevent the almost certain infection of wounds, particularly following surgery. Amputations, for example, were common in the 1800s, especially in the case of compound fracture (bone breaks that injure surrounding soft tissue). Amputations had a 40 to 45 percent mortality rate. The introduction of anesthesia in 1846 made the problem worse. It permitted more complicated and lengthy surgical operations, greatly increasing the likelihood of infection.

The history of Iodine & Povidone Iodine

Iodine has long been accepted as a uniquely effective antiseptic and used widely both for the prevention and treatment of infection. Its popularity as an anti-microbial against the complete pathogenic spectrum has, however, been limited by a number of undesirable factors. Many solutions of iodine and its salts were formulated to overcome these problems. Lugols solution, Mandells paint and tincture of iodine are still widely used, but do little to enhance the acceptability of iodine. It was discovered, however, in the early 1950s that when iodine is complexed with the inert polymer, polyvinylpyrrolidone (povidone), it ceases to irritate, sensitize or stain, and yet retains its unique microbicidal activity. The removal of the undesirable side effects of iodine has allowed this broad spectrum antiseptic to be more widely used than ever before in the form of povidone-iodine. This complex of iodine has been formulated into a wide variety of presentations for use in hospitals and general practice.

How Iodine works as a Microbicide

Iodine is an extremely effective, quick acting, total microbicide. To have a anti-microbial effect iodine (I2) needs to be activated by water (H20) to form the active H20I+.Iodine must be in solution to work. (Dry powder formulations rely on tissue water).

Microbicidal Activity of Iodine

The microbicidal effectiveness of elemental iodine is based on two factors:1. Its marked oxidizing effect on the amino acid components of respiratory enzymes found in the membranes of micro organisms. Micro organisms have many respiratory enzymes e.g. tyrosinase located on their cell membranes. When iodine comes into contact with them the cell membrane disrupts and kills the organism.

Oxidation of respiratory enzymes

Figure1.2 Oxidation of respiratory enzymes

b) The iodination of amino acids e.g. histidine and tyrosine. Amino acids are essential to make new proteins in a cell. If these are poisoned by iodine (iodinated) the cell will be destroyed. Fortunately, human cells do not have large quantities of these oxidizeable proteins so iodine is well tolerated by human skin.

What is Iodine?
Iodine is a natural dark violet, non-metallic element that plays a key role in human metabolism. It is essential for the production of thyroid hormones and an iodine deficiency can result in hypothyroidism. Iodine occurs naturally in the form of iodide ions in sea water, fish, oysters and certain seaweeds. It can also be found in vegetables grown in iodine-rich soil and dairy products. It has been described as the most potent antiseptic available.

History of Iodine in wound healing:

In the 4th century BC, before iodine had been discovered, Theophrastus, a pupil of Aristotle, recorded that iodine-rich seaweeds could be used to reduce the pain of sunburn. One of the first antiseptic iodine preparations to be used in wound care was Lugols solution containing elemental iodine and potassium in water, which was developed in 1829. This solution was also used to treat wounds in the American Civil War. The antimicrobial properties of iodine were first demonstrated in 1882 by Davaine. In the First World War, iodine was found by Alexander Fleming to reduce the incidence of gas gangrene in the wounds of soldiers when compared to carbolic acid. Since the mid-19th century, iodine-based preparations have also had an important role in the prevention of surgical site infections. Povidone iodine preparations are popularly used as an antiseptic to prepare the patients skin before surgery and are also used by surgeons and their staff as a skin cleanser and antiseptic in preoperative hand scrubs.Early uses of iodine involved aqueous and alcoholic iodine preparations, which were associated with unpleasant side effects including pain, irritation and skin staining.

Side effects of Iodine: *Irritation and sensitivity reactions: Iodine can cause irritation and sensitivity reactions in a
small number of people due to toxic reactions following application of too high a concentration to the skin. Tincture of iodine contains 3,000 parts per million (ppm) free iodine.Iodine reactions are very rare occurring in only 0.7% of atopic (allergic) subjects. (Less than 1 in 1000 of the general population) Sensitivity has been shown to be affected by the pH of the iodine solution, reactions being more common in acid solutions. The pH of tincture of iodine is between 3 and 4. *Skin Burns: The high vapour pressure of elemental iodine can cause skin burns under occlusive dressings e.g. films. *Staining: Elemental iodine has a vivid dark reddish brown colour and stains both fabrics and skin.In 1952 it was discovered that when elemental iodine was complexed with polyvinylpyrollidone (PVP) it retains its microbicidal activity yet ceases to irritate, sensitize or stain. Povidone iodine is water soluble and will wash out of natural fabrics. A weak solution of bleach will remove povidone iodine from man-made fabrics.Today, worldwide, povidone-iodine has been used in the antiseptic treatment of wounds, for vaginal treatment, for disinfecting skin and mucous membranes, and in the treatment of minor burns. In addition, it is used in hygienic and surgical disinfection of the hands and for preoperative preparation of the skin.In most surgical procedures, povidone-iodine is now a standard requirement.

Why is Iodine safer today?

Iodophors were developed in the 1950s to overcome the side effects associated with elemental iodine. These were found to be safer and less painful, but just as effective as elemental iodine, allowing widespread use. Bonding iodine with another molecule makes it less toxic and instead of high concentrations of iodine being released in a single application, the iodine is slowly released from the reservoir carrier molecule over a sustained period of time. Iodophors are preparations that bind iodine to a solubilising agent or carrier. The water-soluble complex allows the slow release of a low concentration of free iodine when the carrier comes into contact with wound exudates. This controlled release of low concentrations of iodine helps to minimize the negative side effects of using free elemental iodine.

Modern Iodine Preparations

The two most commonly used iodophores in modern wound healing are Povidone-Iodine(PVP-I): A chemical complex of polyvinylpyrrolidone also known as Povidone and PVP and elemental Iodine. Cadexomer Iodine: an Iodine and polysaccharide complex, which can be used as antiseptic fillers, particularly in cavity wounds.

Mechanism of Action: Povidone-Iodine acts by one or more following ways:

Coagulation of Proteins An alteration in the properties of Bacterial cell wall. Binding of Sh Group(essential for enzyme action)

RESEARCH ANALYSIS Frequency distribution of respondents Gender wise

Statistics Gender N

Valid Missing

50 0

Out of 50 respondents, all have participated in survey and no one was missing.
Gender Cumulative Percent 76.0 100.0

Valid

male female Total

Frequency 38 12 50

Percent 76.0 24.0 100.0

Valid Percent 76.0 24.0 100.0

Table 1.2 Gender wise frequency distribution

In

the research conducted, there were 38 and 12 female out of total 50 respondents.

gender

male female

Figure1.3 gender wise distribution

Age wise frequency distribution of respondents.

Statistics Age N

Valid Missin g

50 0 Age Cumulative Percent 2.0 24.0 84.0 94.0 100.0

Valid

24-30 31-35 36-40 41-45 46-50 Total

Frequency 1 11 30 5 3 50

Percent 2.0 22.0 60.0 10.0 6.0 100.0

Valid Percent 2.0 22.0 60.0 10.0 6.0 100.0

Table 1.3 Age wise distribution

Age

24-30 31-35 36-40 41-45 46-50

Figure1.4 Age wise distribution

Q.1 On an average how many patients come with the need of Antiseptic per day?

Patients per day

Frequency 30 11 3 2 4 50 Percent 60.0 22.0 6.0 4.0 8.0 100.0 Valid Percent 60.0 22.0 6.0 4.0 8.0 100.0 Cumulative Percent 60.0 82.0 88.0 92.0 100.0

Valid

0-5 6-10 11-15 16-20 >20 Total

Table1.4 Patients per day

patientsperday

60

50

40

Percent

30

20

10

0 0-5 6-10 11-15 16-20 >20

patientsperday

Figure1.5

Findings: it has been found that there are 60% of doctors who come across 0-5 patients with need of antiseptics per day, followed by 22% with 6-10 patients,8% with more than 20 patients,6% with 6-10 patients and 4% with 16-20 patients.

Q.2 Do you prescribe or dispense Antiseptic?

Statistics Prescribe or dispense N Valid Missin g prescribeordispense Cumulative Percent 82.0 90.0 100.0 50 0

Frequency Valid prescribe dispense both Total 41 4 5 50

Percent 82.0 8.0 10.0 100.0

Valid Percent 82.0 8.0 10.0 100.0

Table 1.5 Prescribe or dispense

prescribeordispense

100

80

Percent

60

40

20

0 prescribe dispense both

prescribeordispense

Figure1.6

Findings: it has revealed that 82% doctors prefer to prescribe and 8% prefer to dispense and 10% are prefer both.

Q.3 In which ratio you dispense and prescribe Povidone-Iodine? (This question is only asked to those respondents who prefer prescribe and dispensing both)
Statistics Dispense/prescribe Ratio Valid 5 Missin 45 g

Table1.6 Dispense/prescribe Ration

Cumulative Percent 20.0 80.0 100.0

Valid

80/20 70/30 60/40 Total

Frequency 1 3 1 5 45 50

Percent 2.0 6.0 2.0 10.0 90.0 100.0

Valid Percent 20.0 60.0 20.0 100.0

Missing Total

System

DPRatio

60

50

40

Percent

30

20

10

0 80/20 70/30 60/40

DPRatio

Figure 1.7

Findings: Dispense/Prescribe ration of 60% of valid respondents is70/30, for the ratio 80/20 and 60/40 Percentage of valid respondents is same(i.e 20%)

Q.4 which dosage form you prescribe & how frequently .Please tick one category of each dosage form you prescribe/dispense always or mostly or sometimes or rarely or never.

Dosage form
Solution Ointment Scrub Spray Gargle Granules

Always (1)

Mostly (2)

Sometimes (3)

Rarely (4)

Never (5)

Most frquently used dosage form

Granules Never Gargle Spray Scrub Ointment Solution 0 10 20 30 Figure 1.8 40 50 60 Rarely sometimes Mostly Always

Findings: After analyzing the above data , it is crystal clear that most times used dosage form for povidone-iodine in descending order is as follow: i. ii. iii. iv. v. vi. Ointment Solution Gargle Spray Scrub Granules

Q.5 which Povidone-Iodine brand you prescribe/dispense and why?

Statistics Idealbrand Valid Missin g

50 0

Table1.7 Idealbrand
Frequenc y Valid Betadine Cipladine Wokadine Bectosept Drez Others Total 21 7 12 3 2 5 50 Cumulative Percent 42.0 56.0 80.0 86.0 90.0 100.0

Percent 42.0 14.0 24.0 6.0 4.0 10.0 100.0

Valid Percent 42.0 14.0 24.0 6.0 4.0 10.0 100.0

Idealbrand

50

40

Percent

30

20

10

0 betadine cipladine wokadine Bectosept drez others

Idealbrand

Figure1.9

Findings: By asking this question, we came out to know about the respondents preferred Brand as an antiseptic. We can rank these brands in descending order as follows: i. Betadine-42% ii. Wokadine-24% iii. Cipladine-14% iv. Others-10% v. Bectosept-6% vi. Drez-4%

Q.6 which factor you consider most important before prescribe/dispense? Rank them from 1to 5 based on most important to least important.
Table1.8 important factor response

Factor Company name Brand name Price Packing Availability

Most important 2 38 12 6 7

Very much important 1 4 7 2 30

Less Important important 5 5 22 6 6 12 1 6 20 7

Least important 30 2 3 16 0

40 35 30 25 20 15 10 5 0 Company name Brand name Price Packing Avialability Most important verymuch important Important Less important Least important

Figure1.10 Most important factors for prescription

Finding: After looking to response given by respondents, we can interpret factors which physician consider before prescribe/dispensing in ascending order as follows: I. II. III. IV. V. Brand Name Availability Price Packing Company Name

Q.7 Do you have any problem with current antiseptic?

Statistics Problem with current antiseptic N Valid 7 Missin g 43

Table 1.9 Problem with current antiseptic

Cumulative Percent 57.1 85.7 100.0

Valid

availability ease of application Packing Total

Frequency 4 2 1 7 43 50

Percent 8.0 4.0 2.0 14.0 86.0 100.0

Valid Percent 57.1 28.6 14.3 100.0

Missing Total

System

problemwithcurrentantiseptic

60

50

40

Percent

30

20

10

0 availability ease of application Packing

problemwithcurrentantiseptic

Figure 1.11

Finding: very few numbers of respondents answered this question and according to the valid respondents availability is major problem (57.1%), followed by ease of application(28.6%) and packing (14.3%).

Q.8 what you need more in an Ideal Antiseptic? It was an open ended question, in which I came up with so many suggestions and major suggestion was to add an applicator along with the product for Solution.

Some More Analysis: Correlation:

Table1.10 Correlations patientsper day patientsperday Pearson Correlation Sig. (2-tailed) N prescribeordispense Pearson Correlation Sig. (2-tailed) N ** Correlation is significant at the 0.01 level (2-tailed). 1 . 50 .726(**) .000 50 prescribeor dispense .726(**) .000 50 1 . 50

Correlation: The application of correlation analysis is to measure the degree of association between two sets of quantitative data. The correlation coefficient measures this association. It has a value ranging from 0 (no correlation) to 1 (perfect positive correlation), or -1 (perfect negative correlation). Here Patients per day and Prescribe/dispense these two factors are having correlation with each other.
Correlations patientsper day patientsperday Pearson Correlation Sig. (1-tailed) N DPRatio Pearson Correlation Sig. (1-tailed) N 1 . 50 -.620 .132 5

DPRatio -.620 .132 5 1 . 5

There is a negative correlation between patients per day and dispense/prescribe ratio.

Competitor survey: Table1.11 org data

S.NO.
1 2 3 4 5 6 7 8 9 10

BRANDS
BETADINE WOKADINE CIPLADINE BECTOSEPT METROGYL-P SOLUDINE BALVIDINE METROKIND-PV MEGADINE-M BECTODINE

MAT 2011
99.0 22.8 5.5 2.3 1.8 1.2 1.1 1.1 0.9 0.8

MAT 2010
76.4 21.1 4.8 1.9 4.1 1.0 1.2 0.7 0.8 0.5

GROWTH 30% 8% 16% 26% -55% 20% -4% 55% 19% 54%

As per ORG 2011 data, In Povidone-Iodine Market Betadine is a market leader. Wokadine is at 2nd number with the sale of 22.8 crore. As per the Positioning strategy of Soludine major competitors are as follows:
Table 1.12 Competitors brand

Brand name
Betadine Wokadine Cipladine Drez

Company name
Winmedicare Wockhardt Cipla Stedman

Betadine: For more than 4 decades Betadine Microbicides have been used in homes and hospitals worldwide as an important first line of defense against topical infections.
Table1.13 Product

port folio of Betadine: Packing 10GM 10'S 100 ML 50 ML 100 ML Scheme Price 53.25 80.50 103.15 114.80 130.25

Product name Betadine Powder 5% Betadine Vag Pessar Betadine- Gargle- Mint Betadine-10%-paint Betadine-100ml Solution Betadine-125 Gm Oint Betadine-15 Oint Betadine-50gargle{mint} Betadine-500ml 5 % Soln Betadine-granules Betadine-solution Betadine-solution Betadine-surg Scr Betadine-10 Cream

125 GM 15 GM

168.90 64.70

50 ML

63.25

500 ML 5*2GM 1000ML 5LIT 500ML 10GM 5+1

277.60 55.30 521.00 0.00 620.25 55.90

Wokadine: It is a product of Wockhardt company which is having 2nd largest market share as per ORG 2011 data. Table1.14 Wokadine Product list Product Name Wokadine Oint Wokadine Gargle 2% Wokadine Powder Wokadine- Surgi Scrub- 7.5% Wokadine-10% Solution Wokadine-10% Solution 500ml Wokadine-5% Solution] Wokadine-5% Solution Wokadine-s/s 7.5%(6+1dispen) Packing 15 GM 50 ML 10 GM 50ML 100ML 500ML 100 ML 500ML 500ML 9+1 9+1 Scheme 9+1 9+1 Price 62.30 58.00 40.00 63.00 161.20 317.66 119.00 225.20 474.00

Table1.15 Product range of Drez Product name Drez -10% 100ml Drez -10% 500ml Drez Soln-100ml Drez Soln-30ml Drez Soln-500ml Drez Spray{new} Drez- Tulle-1010 Drez-10% Lotion Drez-s Oint 100gm Drez-s 10gm Oint Drez-s Powder Drez-tulle-55 Drez-v Cream Packing 100ML 500ML 100 ML 30ML 500 ML 40 GM 1'S 60ML 100GM 10GM 10GM 1'S 30 GM 5+1 5+1 5+1 5+1 5+1 Scheme Price 121.00 330.00 88.00 39.50 240.00 80.00 48.00 72.00 135.00 46.00 40.00 26.00 90.00

Conclusion:
With the accomplishment of market research, I can certainly say that Pharmaceutical market is highly competitive. The success of product is based on proper strategy and execution. In India antiseptic market is on booming stage and Betadine is a market leader of this market which is prescribed by most no. of Doctors. Most of the doctors prefer ointment & solution but several opportunities are there for other dosage forms like scrub and spray. Doctors are considering availability, price and brand name for choosing particular brand.

Recommendation:
In the market, most of the brand is having no of products in portfolio. So Lincoln should go for line extension of products under Soludine brand. Company should majorly focus on the availability which is most critical factor for sales. It has been observed that most of our competitors are using promotional schemes to promote their product and market share. Lincoln should also roll in with lucrative schemes to fight back competition. Soludine brand is also a well known brand and have growth rate of 30% as per ORG 2011 data. So we can say that Lincoln may have more market in future of PovidoneIodine segment.

Objective-2 Understanding the role of PMT Product Management Concept

Introduced first by Procter & Gamble in 1927 for their cosmetic soap-Camayproduct management has many merits. It ensures that each brand benefits from the individual attention and focus that it receives and response to the changing market dynamics is very quick. Each product or brand is considered as a profit producing center. Product management trains executives in many functional areas and hence it serves as an excellent training ground Product management is a key functional area in the marketing department of all pharmaceutical companies. With multiple products/brands offered by each Pharma company, it becomes very important to ensure that each and every brand in the companys product range gets due attention in terms of marketing support. This is enabled by the concept of product management. The product management system essentially involves assigning one or more brands or product range to the supervision of one person whose prime responsibility is to operate each brand as a business entity. A product managers role is both strategic and tactical. Strategicbecause he is responsible for the future of the brand, since he is responsible for the brand positioning, assessment of competition, new product extensions, etc. Tacticalbecause he is in the field developing appropriate promotional campaigns, talking to and training medical reps about what customers want and think, and doing the sales tracking that is required for any major product category. A product manager is at the centre of company life because his decisions directly affect the success of the companys business.

Job Responsibilities:
A product manager (also known as brand manager, product executive, product specialist) is responsible for the profitable progress of his brand in the market place over both short and longterm through effective planning, execution, control and training.

Planning: The product manager is responsible for collecting important information, facts and
figures related to his product. Organizing and analyzing the voluminous data compiled, and interpretation of the same for meaningful actions that can strengthen the position of his brand, is an on-going major task of the product manager. He is responsible for developing brand strategies that gives direction to the product in all key areas such as brand name selection, pricing, pack development, promotion, positioning, input planning, media selection, etc. He is also responsible for establishing realistic and rational sales and profit objectives for his brands on a short and long-term horizon, which is documented in the form of annual brand plans or marketing plan for his brands. Competitor activities must also be regularly monitored and encashed upon through effective strategies and weaknesses of the brand tackled with. The product manager must also suggest relevant product improvements/ modifications, etc from time to time to improve profitability of the brand.

Execution: The product manager is also responsible for translating all his plans to reality by
proper execution of the same. To do so he will need to interact with various departments. Suitable communication must be prepared and issued with stringent deadlines so that all plans are implemented as per schedule. Periodic fieldwork is also an essential aspect in a product managers job. In most companies, product managers tour for at least one week in each month.

Training: The product manager is also responsible for training the implementers of the
marketing plan with requisite skills and knowledge, be it for a new product launch, for regular product promotion or for a special campaign of a particular brand.

Future prospects:Product management is one of those jobs that allows interaction with many departments and also requires multi-disciplinary skills. It serves as an excellent training ground for future managers. A good majority of the current VP Marketing or GM Marketing in the Pharma industry have been product managers 20 years ago. And even today they would recall the brands handled by them with the same vigor and vitality, as they would have done 20 years ago. Thats the true love of any product managerthe brands that he has handled and nurtured. Besides providing elevation to the next position in the same marketing department, product management may also provide the best opportunity to move into international marketing. Gaining experience on domestic products provide a great training ground for expanding products internationally. MNCs are well known for moving people around the world to develop knowledge of specific markets and understanding of product reach and potential.

Other avenues available to product managers include branching out to training department as training managers or venturing into the challenging domain of business development where they can ensure launch of new promising products for the company. Product managers with flair for market research can move on to become market research managers. And lastly, there are quite a few product managers who have turned into entrepreneurs themselves and set up their own small business in areas relevant to product management such as marketing consultancy services, advertising agencies, marketing support services, medical communication, gift supplies, event management, etc.

Here is a typical progress in Pharma Product Management No. of positions in a medium sized company 4-8 4-5 2 2 Often nil 1 1 Position Trainee/Product Executive Product Manager Group product Manager Marketing Manager Marketing controller GM Marketing VP Marketing & Sales Approx. Time Frame Beginning 2 to 3 years 3 to 5 years 2 to 4years 2 to 3 years 2 to 3 years 3 to 5 years

Pitfalls of product management:

So far we have only seen the appealing side of product management. Alongside this, there also exists a down side which one must be aware of. With handsome pay packets that product managers currently enjoy in Indian Pharma companies today, comes along a heavy workload, which demands long duration of working hours to be put up by them throughout the year. This leaves the product manager with very little time for any other activity and his life revolves mainly around work and work alone. Further, in many small Indian companies there are instances where a product manager has to handle as many as 10-15 brands. It is impossible to follow sound marketing tactics of brand research based strategizing in such companies due to paucity of time and other resources and product promotion is restricted to mere preparation of the visual aid. In case of women in product management, coping with frequent touring has been a deterrent faced by some lady product managers with young children.

Most product executives and product managers are very eager to change their jobs within a few months or within a couple of years respectively. Sticking around for two-four years in one organization is a rarity in the current lot of product managers. This impatience costs them in terms of the experience of nurturing a brand for a few years. One cannot claim to have handled a brand if he has managed it for a mere six months. A product manager has to be actively involved in the preparation of brand plans, forecast, strategies, implementation, input preparation, and control and monitoring. Only then can he claim to have handled a brand and to have been responsible for its growth. Another area to be pondered about is the group of brands handled. There are some product managers who try to handle brands from diverse therapeutic segments. For example, a hypertensive brand, an antibiotic brand, a dermatological brand and an anti-depressant, whereas there are many product managers who specialize in handling brands belonging to a particular category only, for example, only anti-cancer products or only cardio-vascular products. Each of these choices has its own relative merits and de-merits. The product manager must ask himself if his choice would help him in his long-range career plans and then decide accordingly. Product management concept today has deviated a lot in terms of the marketing techniques employed to build brand equity and retain loyalty of customers. In the past, every product manager would study in detail the pharmacology of the molecule, the disease profile of its indications, the competitive advantages and disadvantages that the molecule offers over other drugs used for the same conditions, collect feedback from customers on their treatment options for the said conditions and then evolve a positioning platform and copy matter. Communication to customers would be appropriately drafted with both advantages of the brand highlighted and the areas of concern also revealed to the customers. They consciously avoid any mention of the drawbacks of their brands and present only a rosy picture with tall claims for their brand leading to over-prescribing, prescribing for wrong and un-approved indications, etc. This has to be avoided to preserve the sanctity of the role of a product manager as a disseminator of information to the medical profession. Secondly, product promotion has assumed many new dimensions currently. From mere provision of information with a few token brand reminding gifts and samples in the past, the current scenario has extended to lavish gifts, lavish product launch parties, etc. Hence, product managers today, during office hours assume various other roles such as gift managers, event managers, literature specialists, etc spending much of their valuable time selecting tour destinations for customers, planning travel arrangements, choosing conference venues, household gadgets, perishables, etc which have very little relevance to the product. A product managers time has to be spent on more useful pursuits. The strategies that he evolves must be based on sound and ethical marketing practices. Anyone treading the path of product management must safeguard against these pitfalls. Barring these pitfalls, a career in product management is truly an enjoyable journey. Every day is a challenge; everyday calls on you to put forth your best foot forward to lead the companys brand to a future that you have plotted for it. The thrill of planning campaigns, the excitement of field work and meeting customers, the delight of sharing your strategies with the implementers, the

bliss of satisfaction on achieving your planned objectives, the ecstasy of overtaking competitor brands, the joy of seeing your brand emerge as a topper in ORG-IMS reports is truly exhilarating.

Standard supply chain of pharmaceutical industry

Figure1.12

Objective-3 Understanding various promotional tools in Pharma Marketing Introduction:

Pharmacy and physician are among the integral components of health care delivery system. Drugs are the basic tools available to a physician in treatment of an illness. Thus, the knowledge about old and newer drugs is a must for a physician. Virtually, daily a pharmaceutical weapon is added to the physicians therapeutic armamentarium. The information about a new drug is mostly provided by the pharmaceutical industry, through its sales representatives, brochures, banners etc. The interaction between physicians and pharmaceutical industry shares some common interests like: (a) use of drugs in treatment and care (b) Monitoring of the drug use (c) Innovation of new drugs. However, both parties have different emphasis and focus on different stakeholders. Physicians are primarily interested in patient care and scientific advances, while industry is more interested in commercial outcome. Due to the intense market competition, time to interact with physician is shrinking, as sales representatives only have two minutes to pitch and promote their product. this has further made work of product manager more prcised. Now Every product manager have to think and make their communication so effective that it can be delivered by sales representatives during two minutes in doctors chamber effectively. These are some most frequently used promotional tools used by pharmaceutical companies. Leave Behind Literature(LBL) Reminder card Poster Sticker CME(Continuing Medical Education) Samples

These are various self explanatory promotional tools developed and designed with the common purpose of to influence physician for prescribe more and more of companys product by communicating its advantage and benefits.

Leave Behind literature: It is one kind of promotional to which comprises of reading material
which gives in depth knowledge and updates on drug and respected disease for which it is meant for.

Reminder card: It is much more similar to LBL but contains very specific information like
brand name, symptoms, price, availability of different dosage forms and producers details.

Posters: As name suggest , these are posters which are put into doctors premises with
permission and its purpose can be extends from making awareness of social welfare to promoting company or product range or a particular product. Most of the time it is used to promote company.

Sticker: It is used for advertise particular product and can be found at chemists shop, Doctors
premises, stockiest, C&F.

CME (Continuing Medical Education): It is a special arrangement in which companies

organize Medical education Programs in which key they share recent innovation and development in industry. It is best thing for all physicians by which they update their knowledge of novel ways of treatment.

Samples: Most of the time, Companies give samples to doctors who want to see the effect of
particular product before prescribing it. It helps to build trust of physician on companys product in terms of quality & reliability.

Povidone-iodine 5 % + Tinidazole 2% ointment 10/20 Grams.

YOUR TRUSTED ANTISEPTIC

Povidone-Iodine
~ In Pre & post Surgery ,lowers infection Rates. 28,29

Tinidazole 2% ~ Offer antifungal,antiprotozoal

action

~ Water Soluble & stable complex with less staining.

~ Kills bacteria,fungi,yeast,protozoa in 1-2 mins *.

~ Prevent Recurrence in mixed infection. ~ Provide Better Microbial sealing.

Cuts, Abrassion,Wound Infection,Pre & Post Surgery

Ref (clin.Exp.obslet.Gynecol.14(1).1-5 (1987) 29 Ref Zakut.,H .Lotan M Brachea
28

* Ref : jayaraja Kumar et al/journal of pharma sciences and tech vol 1 (2) 2009,48-58

Objective-4 Design of campaign:

Campaign is a vital part of Marketing irrespective of industry; it plays a vital role and helps in implementing the proposed strategy. Every campaign is having its objectives, target audience, measurable outcomes and predefined budget and schedule. I have designed campaign for product Soludine lotion & Ointment. Objective: To convert early adaptors into regular users. To strengthen relationship with existing users. To create brand loyalty.

Strategy: To find out top five prescribers of product in each head quarter. Especially focus on these selected doctors Regular visit Appreciation bequest:

Prepared Training material for B.E.

As discussed earlier in the role of PMT, training of Business executives is a part of Product managers job. Training can be of many things such as sales training, Product training, Promotional training, Process training, etc. I have got the opportunity to develop training material for three products namely: Salphyllin-P Salphyllin-M Soludine

Bibliography
Web links: http://www.ibef.org/industry/pharmaceuticals.aspx http://www.intriguing-history.com/introduction-of-antiseptics/ http://www.discoveriesinmedicine.com/A-An/Antisepsis.html#b http://prozac.pe.kr/xfiles/season4/cite414_2.htm Guddogi Pharmaceutical distributor company website http://www.indiainbusiness.nic.in/industry-infrastructure/industrial-sectors/drug-pharma.htm www.lincolnpharma.com References: Market Research by Nargundkar Article : Factors influencing prescription behavior of physicians: A study with reference to Marathwada Region

Appendix-1 (For Doctor) Respected Doctor, Student of Unitedworld School of Business,Mr.Sajitkumar Vaghel is conducting market research as per Summer Internship Project to find out the doctors preference for antiseptic(PovidoneIodine). Please give fair answers so as to benefit both, Doctors and Industry. Please fill up the questionnaire.
Name:____________________________________ M/F:_____ Age:______________

Q.1 On an average how many patients come with the need of Antiseptic per day? Answer: 0-5 6-10 11-15 Q.2Do you prescribe or dispense Antiseptic? Answer: Prescribe Dispense Both 16-20 More than 20

If both than answer Question no. 3 otherwise go to question no.4 Q.3 in which ratio you prescribe and dispense Povidone-Iodine? Answer: Q.4 which dosage form you prescribe & how frequently .Please tick one category of each dosage form you prescribe/dispense always or mostly or sometimes or rarely or never.

Dosage form
Solution Ointment Scrub Spray Gargle Granules

Always (1)

Mostly (2)

Sometimes (3)

Rarely (4)

Never (5)

Q.5which Povidone-Iodine brand you prescribe/dispense and why? Answer: Betadine Wokadine Soludine Others Why: Q.6 which factor you consider most important before prescribing/dispensing? Rank them from 1to 5 based on most important to least important Company name Brand name Price Packing Availability Cipladine Bectosept Drez

Q.7 Do you have any problem with current antiseptic? Answer: Availability ( ) Staining ( ) ease of application ( ) Packaging ( )

Q.8 what you need more in an ideal Antiseptic? Answer:

Signature: Date:

Thank You for filling-up the Questionnaire

Annexure-2 (For chemist)

Unitedworld School of Business

Ahmedabad Summer Internship Project 2012
Name of the Retail Shop: Name of the Proprietor: Address:

Brand Name

Company Name

Scheme

Promotional Inputs

Packing/Labeling

Price

Net Rate

Betadine Wokadine Drez Bactosept Cipladine Others:________

Winmedicare Wockhardt Stedman Vitamed Cipla

Thank You for your Support, Courtesy and valuable time

Reflective note
Internship is like a practical training. In this we have to do practical work. I have been given domestic marketing. In this I had to do market survey on Soludine antiseptic.To do market survey, I had to make systematic plan for achieving my objectives. I had been given Ahmedabad city as a market area. I had to meet all leading Doctors and chemists in Ahmedabad city. So that I had made questionnaires for Doctors according to my objectives with the help of my company guide and faculty guide. Before this I had made questionnaire for chemist survey. On this survey, I came to know that how many brands are available in the market for antiseptic and their prices which is prescribed by Doctors. I started to meet doctors. In this I had known already that it will be very difficult. But I have found not that much difficult. For this survey, I was going only at morning and I was getting appointment. So that, when doctor was free that time I had met them. Many times, I had to wait for long time also because of their busy schedule. But that time, I had to meet because it was very useful for achieving my objectives. During this Internship, I have learnt many things about Pharma industry. I knew that Pharmaceutical industry is totally different from other industry and Pharmaceutical marketing is also different from other marketing. In this our customer and consumer both are different. Our customer is doctors and consumer is patient. I can say that my internship was very useful for me. I am very thankful to Unitedworld School of Business,Ahmedabad and Lincoln Pharmaceuticals Ltd. For giving me this opportunity to learn from the market. Thank you!