A

Thesis on

TO STUDY PROMOTIONAL STRATEGY ADOPTED BY

RANBAXY LABORATORIES LTD RELATED TO
RANITIDINE-150mg (Antiulcerant) IN NAGPUR CITY

By
ASHISH L. RAHATE
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 Enrol.No.8NBNG169

TABLE OF CONTENTS
MAIN HEADINGS PAGE NO.

1. ACKNOWLEDGEMENT…………………………………..3
2. INTRODUCTION…………………………………………...4
2.1 OBJECTIVE OF STUDY……………………………….5
2.2 LIMITATION……………………………………………5
3. SALES PROMOTION…………………………………….....6
4. INDUSTRY PROFILE……………………………………….7
5. ABOUT RANBAXY………………………………………….8
6. COMPANY PROFILE……………………………………….9
7. SWOT ANALYSIS…………………………………………...12
8. MISSION & VISION………………………………………...16
9. DETAILS OF RANITIDINE………………………………...18
10. HISTAC………………………………………………………..20
10.1 COMPETITOR OF HISTAC…………………………....20

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 1. ACKNOWLEDGEMENT

In preparation of this report by me I feel great pleasure because it gives me

extensive practical knowledge in my career. I have attended the information about
sales promotion of Ranbaxy Lab. through this project
I express my deep sense of my gratitude to my company for valuable guidance
during my project work I also like thank to all the staff members those who
guided me in my project of Ranbaxy Lab. At Nagpur.
I am thankful to Mr.Ajay Patole (Faculty Guide) for valuable inspiration and
guidance provided me through out course of this project. Last But not least, I feel
proud to express my deep gratitude to my parents without blessings; the presence
work would have never been employed.

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 2. INTRODUCTION

2.1 OBJECTIVES OF THE STUDY

➢ To study the overview of Indian Pharmaceutical Market.

➢ To study the culture of Ranbaxy Lab.

➢ To find out the promotional strategies used by Ranbaxy with respect to

‘Histac’ tab.

➢ To find out various promotional strategies used by Ranbaxy to acquire

market share in Nagpur city.
➢ To study the competitors of ‘Histac ’ in pharma market.

➢ To study the perceptions of Doctors on sales of ‘Histac’

2.2 LIMITATIONS

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 ➢ The scope of study is limited to Nagpur City only.

➢ There may be discrepancies in the actual data and the recorded data due to
misinterpretations.

➢ Topic is vast but availability of information and timeline is short.

➢ Unable to meet the decision maker of the organization.

➢ Due to busy schedule of Doctors proper feedback is not possible.

3. SALES PROMOTION

Introduction
Now a day in this competitive world there are many companies existed. Every
company wants to attract more and more customers to them there are many
policies which are being implementing by these companies. Sales promotion plays
an important role to increase the market potential of any company. There are
various products of big companies which failed due to lack of aggressive
marketing and proper promotion of that product.
Sales promotion can be defined as an activity taken up to boost the sales of a
product. In a specific sense, sales promotions include those sales and advertising
and coordinates them and make them effective. It can include a host of activities
like running advertising campaigns, handling public relation activities, distribution
of free samples, offering free gifts, conducting trade fairs, offering temporary price
discounts etc.

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Purpose of Sales promotion
The main purpose of sales promotion is to boost the sales of a product by creating
demand.
Sales promotion also helps in achieving the following purposes:
1. Encourage the customers to try a new product.
2. Attract new customers
3. Encourage the customers to use the product or service and make them brand
loyal.

4. INDUSTRY PROFILE

The Indian Pharmaceutical Industry today is in the front rank of India’s

science-based industries with wide ranging capabilities in the complex field of
drug manufacture and technology. A highly organized sector, the Indian Pharma
Industry is estimated to be worth $ 4.5 billion, growing at about 8 to 9 percent
annually. It ranks very high in the third world, in terms of technology, quality and
range of medicines manufactured. From simple headache pills to sophisticated
antibiotics and complex cardiac compounds, almost every type of medicine is now
made indigenously.

Playing a key role in promoting and sustaining development in the vital field of
medicines, Indian Pharma Industry boasts of quality producers and many units
approved by regulatory authorities in USA and UK. International companies
associated with this sector have stimulated, assisted and spearheaded this dynamic

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development in the past 53 years and helped to put India on the pharmaceutical
map of the world.

The Indian Pharmaceutical sector is highly fragmented with more than 20,000
registered units. It has expanded drastically in the last two decades. The leading
250 pharmaceutical companies control 70% of the market with market leader
holding nearly 7% of the market share. It is an extremely fragmented market with
severe price competition and government price control.

The pharmaceutical industry in India meets around 70% of the country's demand
for bulk drugs, drug intermediates, pharmaceutical formulations, chemicals,
tablets, capsules, orals and injectibles. There are about 250 large units and about
8000 Small Scale Units, which form the core of the pharmaceutical industry in
India (including 5 Central Public Sector Units). These units produce the complete
range of pharmaceutical formulations, i.e., medicines ready for consumption by
patients and about 350 bulk drugs, i.e., chemicals having therapeutic value and
used for production of pharmaceutical formulations.

Following the de-licensing of the pharmaceutical industry, industrial licensing for

most of the drugs and pharmaceutical products has been done away with.
Manufacturers are free to produce any drug duly approved by the Drug Control
Authority. Technologically strong and totally self-reliant, the pharmaceutical
industry in India has low costs of production, low R&D costs, innovative scientific
manpower, strength of national laboratories and an increasing balance of trade.
The Pharmaceutical Industry, with its rich scientific talents and research
capabilities, supported by Intellectual Property Protection regime is well set to
take on the international market.

The future of Indian pharmaceutical sector looks extremely positive. Indian

pharma companies are vying for the branded generic drug space to register their
global presence. Several Indian pharmaceutical companies have acquired
companies in the US and Europe and many others are raising funds to do so. For

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example, Ranbaxy acquired Romania's Terapia, Ethimed NV of Belgium and
GSK's generic business Allen SpA in Italy. Dr Reddy's acquired German generic
drug maker Betapharm. Companies like Glenmark Pharma, Lupin, Aurobindo and
Jubilant Organosys are on the lookout for lucrative acquisitions.

5. ABOUT RANBAXY LAB.

Company History:
Ranbaxy Laboratories Ltd. is the largest pharmaceutical company in India, and
one of the world's top 100 pharmaceutical companies. Long a specialist in the
preparation of generic drugs, Ranbaxy is also one of the world's top 10 in that
pharmaceutical category as well. Yet, with India's agreement to apply international
patent law at the beginning of 2005, Ranbaxy has begun converting itself into a
full-fledged research-based pharmaceutical company. A major part of this effort
has been the establishment of the company's own research and development
center, which has enabled the company to begin to enter the new chemical entities

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(NCE). In the mid-2000s, the company had a number of NCEs in progress.
Ranbaxy is a truly global operation, producing its pharmaceutical preparations in
manufacturing facilities in seven countries, supported by sales and marketing
subsidiaries in 44 countries, reaching more than 100 countries throughout the
world. The United States, which alone accounts for nearly half of all
pharmaceutical sales in the world, is the company's largest international market,
representing more than 40 percent of group sales. The company is also a leading
generics producer in the United Kingdom and Germany and elsewhere in Europe.
European sales added 16 percent to the company's sales in 2004. Ranbaxy's other
major markets include Brazil, Russia, and China, as well as India, which together
added 26 percent to the group's sales. Ranbaxy posted revenues of $1.18 billion in
2004. The company, which remains controlled and led by the founding Singh
family, is listed on the National Stock Exchange of India in Mumbai.

6. COMPANY PROFILE

Ranbaxy Laboratories Limited, India's largest pharmaceutical company, is an

integrated, research based, international pharmaceutical company, producing a
wide range of quality, affordable generic medicines, trusted by healthcare
professionals and patients across geographies. Ranked 8th amongst the global
generic pharmaceutical companies, Ranbaxy today has a presence in 23 of the top
25 pharmaceutical markets of the world. The Company has a global footprint in 49
countries, world-class manufacturing facilities in 11 countries and serves
customers in over 125 countries.

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In June 2008, Ranbaxy entered into an alliance with one of the largest Japanese
innovator companies, Daiichi Sankyo Company Ltd., to create an innovator and
generic pharmaceutical powerhouse. The combined entity now ranks among the
top 15 pharmaceutical companies, globally. The transformational deal will place
Ranbaxy in a higher growth trajectory and it will emerge stronger in terms of its
global reach and in its capabilities in drug development
and manufacturing.

Vision and Aspirations

Ranbaxy is driven by its vision to achieve significant business in proprietary
prescription products by2012 with a strong presence in developed market. The
company aspires to be amount the top 5 global generic player and aims at
achieving global sales of US$ 5bn by 2012.

Financials
Ranbaxy was incorporated in 1961 and went public in 1973. For the year 2008, the
Company recorded Global Sales of US $ 1,682 Mn, reflecting a growth of 4%.
The Company has a balanced mix of revenues from emerging and developed
markets that contribute 54% and 39% respectively. In 2008, North America, the
Company's largest market contributed sales of US $ 449 Mn, followed by Europe
garnering US $ 330 Mn. Business in Asia is going strong with India clocking sales
of around US $ 300 Mn with market leadership in several business segments,
backed by strong brand-building skills.
Strategy
Ranbaxy is focused on increasing the momentum in the generics business in its
key markets through organic and inorganic growth routes. Growth is well spread

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across geographies with focus on emerging markets The Company continues to
evaluate acquisition opportunities in India, emerging and developed markets to
strengthen its business and competitiveness.
R&D
Ranbaxy views its R&D capabilities as a vital component of its business strategy
that will provide a sustainable, long-term competitive advantage. The Company
has a pool of over 1,200 scientists engaged in path-breaking research.
Ranbaxy is among the few Indian pharmaceutical companies in India to have
started its research program in the late 70's, in support of its global ambitions. A
first-of-its-kind world class R&D centre was commissioned in 1994. Today, the
Company's multi-disciplinary R&D centre at Gurgaon, in India, houses dedicated
facilities for generics research and innovative research. The robust R&D
environment for both drug discovery and development reflects the Company's
commitment to be a leader in the generics space offering value added formulations
based on its New Chemical Entity (NCE) research capabilities.
The new drug research areas at Ranbaxy include anti-infectives, inflammatory /
respiratory, metabolic diseases, oncology, urology and anti-malaria therapies. The
Company has signed collaborative research programs with GSK and Merck.

People
The Company’s business philosophy based on delivering value to its stakeholders
constantly inspires its people to innovate, achieve excellence and set new global
benchmarks. Driven by the passion of its over 12,000 strong multicultural
workforce comprising over 50 nationalities, Ranbaxy continues to aggressively
pursue its mission to become a Research-based International Pharmaceutical
Company and attain a true global leadership position.

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 7. SWOT ANALYSIS

STRENGTHS:

➢ Low cost of production.

➢ Large pool of installed capacities

➢ Efficient technologies for large number of Generics.

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 ➢ Large pool of skilled technical manpower.

➢ Increasing liberalization of government policies.

WEAKNESS:

➢ Fragmentation of installed capacities.

➢ Low technology level of Capital Goods of this section.

➢ Non-availability of major intermediaries for bulk drugs.

➢ Lack of experience to exploit efficiently the new patent regime.

➢ Very low key R&D.

➢ Low share of India in World Pharmaceutical Production

➢ Very low level of Biotechnology in India and also for New Drug Discovery
Systems.

➢ Lack of experience in International Trade.

➢ Low level of strategic planning for future and also for technology
forecasting.

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OPPORTUNITY:

➢ Aging of the world population.

➢ Growing incomes.

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 ➢ Growing attention for health.

➢ New diagnoses and new social diseases.

➢ Spreading prophylactic approaches.

➢ Saturation point of market is far away.

➢ New therapy approaches.

➢ New delivery systems.

➢ Spreading attitude for soft medication (OTC drugs).

➢ Spreading use of Generic Drugs.

➢ Globalization

➢ Easier international trading.

➢ New markets are opening.

THREATS:

➢ Containment of rising health-care cost.

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➢ High Cost of discovering new products and fewer discoveries.

➢ Stricter registration procedures.

➢ High entry cost in newer markets.

➢ High cost of sales and marketing.

➢ Competition, particularly from generic products.

➢ More potential new drugs and more efficient therapies.

➢ Switching over form process patent to product patent.

8. MISSION AND VISION STATEMENT OF RANBAXY LAB.

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MISSION:

“To become a research based international pharmaceutical company”.

VISION:

➢ Achieving customer satisfaction is fundamental to our business.

➢ Provide product and service of the highest quality.

➢ Practice dignity and equity in relationship and provide opportunity for

people to realize their potential.

➢ Foster mutually beneficial relation, with all our business partner.

➢ Manage our operation with high concern for strategy and environment.

➢ Be a responsible corporate citizen.

VISION2012:

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“Achieve significant business in proprietary prescription product by 2012 a
strong presence in developed market”.

ASPIRATIONS 2012:

➢ Aspire to be a $5bn company.

➢ Become a top global generic player.

➢ Significant income from proprietary product.

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 9. DETAILS OF RANITIDINE-150mg MOLECULE

Structure of Ranitidine hydrochloride:

Ranitidine Hydrochloride- C13H22N4O3S.HCl

Composition:

RANITIDINE 150 mg: Each tablet contains ranitidine hydrochloride

equivalent to 150 mg ranitidine.

Pharmacological Action:

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Ranitidine hydrochloride is a histamine H2-receptor antagonist that
inhibits stomach acid production. It is commonly used in treatment of peptic
ulcer disease (PUD) and gastro esophageal reflux disease (GERD).
Ranitidine is also used alongside antihistamines for the treatment of skin
conditions such as hives.

Indications:

Ranitidine is indicated for the treatment of duodenal ulcers, benign gastric

ulcer including prevention of duodenal ulceration associated with non-
steroidal anti-inflammatory agents, reflux oesophagitis.

To minimize the consequences of acids-aspiration syndrome during

anesthesia, ranitidine is used as premedication to reduce volume and acid
content of gastric secretion.

Doses and Direction for Use:

➢ Peptic ulceration: Usual dosage is 150 mg twice daily, taken in the

morning and before retiring.

➢ Reflux-oesophagitis: Treatment for 8 up to 12 weeks with

RANITIDINE 150 mg twice daily.

➢ Maintenance treatment: Patients, particularly those with a history of a

recurrent ulcer, should be advised to take 150 mg at bedtime.

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 ➢ Anesthesia: 300 mg RANITIDINE given 2 hours before induction, in
order to reduce the volume and acid content of gastric secretion, will
minimize the consequences of the acid aspiration syndrome.

Side -Effects:

Headache, lethargy, diarrhea, constipation, nausea, vomiting, and skin

rash such kind of Side-effects arise.

10. HISTAC

HISTAC useful for the diseases such as Benign Gastric Ulcer, Duodenal
Ulcer, Stress ulcer and prevention of Peptic Ulcer recurrence.

10.1 COMPETITORS OF HISTAC tab.

 ZINETAC------------GSK
 ULTAC-------------- CIPLA
 ULFAST-------------SUN Pharma.
 INTAC---------------DWD
 PEPLOC-------------ZYDUS CADILA
 MANOTAC---------MANO
 R-LOC---------------ZYDUS ALIDAC
 RENITAB----------MAICROLAB
 ULCITAB----------THEMIS
 ZORAN------------DR.REDDY

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 ZOMOTAC-------EMCURE
 RANTAC---------J.B.CHEMECALS

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