Prepared By: Project Guide

Hardik C. Patel Mr. Rajesh Ganatra

(68)
& CPIMR
 Profile of Sun Pharma
 Specialty in pharmaceuticals and active pharmaceutical ingredients’
production
 Medicines in Chronic therapy areas like
 Cardiology
 Psychiatry
 Neurology
 Gastroenterology
 Diabetology
 Respiratory.
 Started in 1983
 Ranked no. 1 in India in specialty areas like psychiatry, neurology
cardiology.
 It has:
1) 17 manufacturing plants in 3 continents
2) more than 8000 employees
3) 2 World class research centres
 SWOT analysis
Strength Weakness

Ability to launch new Continuous losses of

products with a great Caraco Pharma.
amount of speed and
consistency

opportunities Threats

DPCO(Drug Price Control Entry of foreign players

Order) relaxation and US
market entry.
 Rationale of study
To check the effectiveness of
the current marketing strategy
of the company.

To check whether there is need

to change the strategy which
will directly affects company’s
profitability & brand value.
 Research objectives
To study existing marketing
strategies of company.
To study the promotional of product
among field force and distribution
channels.
To observe product and
improvement (if needed) to meet a
changing market need or customer's
taste.
To study the sales ranking of the
various products of Companies as
Research methodology
Research Design Descriptive Research
Design
Universe Baroda & Halol
Sampling Design Convenient
sampling.
Sample unit Doctors & chemist of
Baroda & Halol
Sample Size 100 doctors ,50
chemists
Research Tool Questionnaire

Types of questions Close ended

questions
Type of Structured
(1)How do you come to know about medicines of a
pharmaceutical company?

INTERPRETATION:
It is observed from the chart that most of the doctors
(43%) come to know about medicines from MR (medical
representative).
 (2) How do you remember the brand names of medicines,
as then are so many players in market?

CATEGORY NO. OF RESPONSES

Conference participation of companies 19
Due to visual folder 39
Gifts given by MR 10
Literature send by companies 9
Continuous Follow up 16
Any Other 7
Total 100
INTERPRETATION:
It can be concluded from chart that around 40% of the
doctors remember the name of medicines by visual folders
 (3) How do you prescribed medicines?
CATEGORY NO. OF
RESPONSES
By brand name 90

By generic 3
Name
By contents

Total 1000

INTERPRETATION:

90% doctors prescribe medicines by brand name.

(4) What do you do when chemist substitute your
prescribed medicines?
CATEGORY NO.OF RESPONSES

Not accept at any 9

conditions
Accept if prescribed 49
product not available
Accept some time 30

Accept always 12
TOTAL 100

INTERPRETATION:

It can be seen from pie chart

that 49% of doctors will
convert to other medicine if
prescribed medicine is not
available.
 (5) Which brands are easy to recall?
CATEGORY NO.OF RESPONSES
Brand representing molecule 8
Brand easy to pronounce and reminder 36
Brand representing companies name 51
Brand unique and different from companies name 5
TOTAL 100

INTERPRETATION:
51% doctors remember medicine names by companies brand
name.
(6) What impact does visual folder play in Brand
reminding?
CATEGORY NO.OF
RESPONSES
Very Important 29

Important 41

Average 26

Not much 4

TOTAL 100

INTERPRETATION:
Visual folders are an important part of medicine introduction
& remembrance as 41% of doctors give their opinion to its
importance.
(7) What are the parameters you consider for medicines
before prescribing?

CATEGORY NO.OF RESPONSES

Company's reputation 25

Relations with MR 0

Quality of products 63

Availability of the products 12

TOTAL 100

INTERPRETATION:

63% Doctors prescribe products based on its quality .

(1) How do you come to know about medicines?

INTERPRETATION:
It can be interpreted that 76% of chemist get product
information through medical representatives (MRs).
(2) Do Doctors prescribe any particular company’s
medicines or of various companies?

CATEGORY NO. OF RESPONSES

Same company’s medicines 28

Different companies’ medicine 22

TOTAL 50

INTERPRETATION:
According to 56% chemist, doctors generally like to
prescribe same company medicines
(3) Which product do you prefer to keep in you shop?

CATEGORY NO. OF RESPONSES

Product with high margin 10
Product with scheme 5
Product which Dr. 35
prescribed.
TOTAL 50

INTERPRETATION:
It can be said that 70% of the chemists like to keep the
products which doctors prescribed.
Analysis of doctors’ survey gives us following
information.

•Communication & knowledge of Medical Representatives

(MRs) is very crucial for successful introduction of
medicines to doctors & thus to market.

•Brochures are very important marketing tool to have

impact of medicine in doctors mind.

•Brand name is the main criteria for medicine prescription.

•Our Company medicine may substitute by other company

in case of unavailability at shop.

•Quality products have higher preference in doctors

prescription.
The chemist survey also give us some important
findings

•Chemists keep the products which are prescribed by

doctors.

•MRs are equally important for medicine introduction to

chemist as in case of doctors.
 RECOMMENDATIONS
The visual folders ( brochures) should include
•mode of action of the drug,
•therapeutic use of the drug,
•dose of the drug
•side effect of the drug
•content
•Contradiction

Training of medical representatives

•Enhancement of communication skills
•Thorough knowledge about medicines .
•Comfort ability in speaking with doctors & chemist.
•Special training & development course for them

Provide reference books to doctors in case of new drugs.

•Free treatment and information at the time of launching
of new drug which is use for its availability in market as
well as to extend the sale of the product.

•Industrial & manufacturing unit tours for some doctor will

help to create company image in their mind which will
improve brand name of company.

•Medical & health check up camps for introduction of new

drugs through doctors. i.e. metformin ( ant diabetic drug)
 Limitations
•Analysis is made on the information provided by the
Retailers, Doctors, & Medical representative.

•Doctors were unable to give the exact preferred product as

there is a different medicine for the different diseases and it
varies patient to patient

•It is difficult to give the exact reason of low sales of

particular product because it is simultaneously depends
upon quality, price as well as on seasonal or atmospheric
conditions.

•The market research area is limited to Baroda city & Halol

town only.
 Conclusion
Although stiff competition in pharma industry, Sun Pharma is
doing well on the basis of Price and field force.

•Medical Representatives : The most important part of

introducing medicines to the Doctor

•The majority of Doctors prescribe medicines by Brand Name

and not by a Generic or content name.

•Major parameters considered before prescribing medicines

Company Reputation
Contents of Product
Quality of Product
Price of Product

•Chemist will prefer to keep those medicines that are

prescribed by Doctor. He will also keep those medicines that
have scheme or benefits.
•Sun Pharma have an opportunity to make the presence
in the consultant's chamber by introducing new innovative
Products with economy .

•Sun provides the world class ALU-ALU packing that

keeps the medicine very safe and having no effect on the
medicines by the external atmosphere.
 Learning from the project
 Most of the doctors come to know about the new medicines
from the MRs.
 Visual folders (brochures) are very important for making it
easy for doctors to remember new medicines names so
important for brand reminding.
 Brand name and availability of medicines are very essential
factors.
 Good quality of product is very necessary for creating good
brand image in doctors’ mind.
 Normally chemists prefer to give medicines which are
prescribed by the doctors.
 From SWOT analysis , it was found that how effective
utilisation of our resources can be made to cope up with the
present Indian market conditions.
Contribution to the
company
•Company gets idea about positives , negatives & effectiveness
regarding existing marketing strategy.

•The changes needed in marketing plans.

•Gets idea to increase profitability & brand value by introducing

the medicines top doctors & chemists successfully.

•Impact of doctors, chemists & company relations on product.

•Effect of quality products on sales.

•Distribution channels activeness & efficiency