SUMMER TRAINING REPORT

ON

Survey TO Check Sale Of Brand Glycomet and Telsartan

Submitted to
PUNJAB TECHNICAL UNIVERSITY, JALANDHAR

Submitted in
the partial fulfillment of the Degree requirement towards the

SESSION (2008-2010 )

Submitted By: Project Guide:

VARUN BAWA Ms. SHIVANI(Lecturer)
MBA – IIIrd Sem. CTIMIT
Roll No. 81407317174 JALANDHAR
2
 GUIDE CERTIFICATE

It is hereby certified that the project report on survey to check sale of brand Glycomet
and Telsartan being submitted by Varun Bawa students of the degree of Master of
Business Administration (3rd sem) of CT Institute of Management and Information
Technology, Jalandhar which affiliated to Punjab Technical University, Jalandhar is
an original work carried out successfully under my guidance and supervision and that
no part of this project has been submitted for any other degree/ diploma. The sincerely
efforts put in during the course of investigation is hereby acknowledgement.

Project Guide
Ms.SHIVANI
(Lecturer CTIMIT)

3
 This study declare that study entitled survey to check sale of brand Glycomet and
Telsartan in the context of Lupin Pharmaceutical Mohali, being submitted by me in
partial fulfillment of require by the CTIMIT.The study was conducted at sales
department at Lupin.The matter embodied in this project report has not been
submitted to any other institute or university.

VARUN BAWA

4
ACKNOWLEDGEMENT

I feel immense pleasure to give the credit of my project work not only to one
individual as this work is integrated effort of all those who concerned with it. I want
to owe my thanks to all those individuals who guided me to move on the track.

This report entitled “Survey To check sale of Brand Glycomet and Telsartan
Available in the Market” is the outcome of my summer training at Lupin
Pharmaceuticals Limited, Mohali.

I sincerely express my gratitude and lot of thanks to Mr. Gagan arora (Regional
sales Manager) and to the staff of Lupin Pharmaceuticals Limtied, Mohali for helping
me in completing my project work and making it a great success.

I would like to also express my deep sense of gratitude towards the staff of C.T.
Institute of Management & I.T., Jalandhar who introduced me to the subject and
under whose guidance I am able to complete my project.

Last but not least, I would thank all my friends, faculty members and all respondents
who rendered their precious time for contributing their skills and to fill the
questionnaire, which made my project more appealing and attractive.

VARUN BAWA

5
 PREFACE

Management ideas without any action based on them mean nothing. That is why
practical experience is vital for any management student. Theoretical studies in the
classroom are not sufficient to understand the functioning climate and the real
problems coming in the way of management of Men, Materials, Machine and Money.
So practical exposure are indispensable to such courses. Thus practical experiences
are as a supplement to the classroom studies. It offers an exposure to real practical of
management in various organizations. It exposes invaluable treasures of expenses to a
student.

This project deals with “Survey To Check Sales Of Brands Glycomet and
Telsartan Brand Available in the Market”. It was my fortune to do this
dissertation. I learnt a lot of new things which could never been learnt from theory
classes. This research project is presentation of my summer training.

In the first phase of the research project, there is a introduction of pharmaceutical

industry, company profile Lupin and products of Lupin are given. After that a market
research is performed with a sample size of 300 Chemists. The research study was
limited to Chandigarh, Panchkula, Manimajra, Gurdaspur and Batala region. Here, in
my survey, I have contacted the respondents through personal interviews with the
help of questionnaires.

The main objective of the research to do the survey to check the sale of both these
Salt. In the last phase of the report findings, suggestions and conclusions have been
drawn.

The success of the company lies in strict quality control, manufacturing facilities,
Cost Competitiveness, Well Developed Industry with Strong Manufacturing Base,
Access to pool of highly trained scientists, both in India and abroad, Strong marketing
and distribution network.

6
Thus we can say that the company is growing well in the market by leaps
and bounds and the day is no far when Lupin will left behind all the major
Companies of the world. The company has proper vision and mission for the future
and I hope Lupin will easily achieve its future targets and mission.

7
 TABLE OF CONTENTS

SR. NO. PARTICULARS PAGE NO.

CHAPTER –I :INTRODUCTION TO STUDY
1.1 Introduction to Marketing 9-14
1.2 Indian pharmaceutical industry 15-16
1.3 The growth scenario 16-17
1.4 Steps to strengthen the industry 17-18
CHAPTER-II : COMPANY PROFILE OF LUPIN
2.1 History 19- 20
2.2 Milestones 21-25
2.3 Award and recognition 25-27
2.4 Research centre 28-31
2.5 Strength and quality 31-32
2.6 Global presence 33

CHAPTER-III : OBJECTIVES OF THE STUDY

3.1 Objectives of the Study 34-35
CHAPTER-IV: RESEARCH METHODOLOGY
4.1 Research Methodology 36-39
4.2 Limitations of the Study 40
CHAPTER-V : DATA ANALYSIS AND ITS INTERPRETATION
5.1 Data Analysis and Its Interpretation 41-51
CHAPTER-VI : FINDINGS AND SUGGESTIONS
6.1 Findings of the Study 52-53
6.2 Suggestions 54
CHAPTER-VII : CONCLUSION
7.1 Conclusion 55-56
ANNEXURE
Questionnaire 57-60
Bibliography 61
C H A P T E R - I

INTRODUCTION
TO THE STUDY 8
 INTRODUCTION TO THE STUDY

The word 'Market' is derived from the Latin word 'Marcatus' which means
merchandise, trade or place where business is conducted. Market is the atmosphere of
a region in the force of demand and supply operate directly or by the means of any
kind of communication that are sufficient to bring about transfer in the title of the
goods and it does not necessarily mean only a place where actual buying and selling is
conducted.
Meaning of Marketing
Marketing is the most complex and challenging function performed by every
business firm.
Business regards marketing as a management function to plan, promote and
deliver product to clients. Human efforts, finance and management constitute the
primary resources in marketing.
Marketing is the skill of selecting and fulfilling consumer desires in such a way
that a dose of money put in brings back maximum return.

Marketing is a system of integrated business activities designed to develop

strategies and plans (marketing mixes) to the satisfaction of customers wants.

Time
Marketing is
nothing but Place
creation of
utilities Ownership 9
 ‘Marketing’ views the customers as the very purpose of the business; sees the
business from the point of view of the customer; customer consciousness permeates
the entire organisation, all departments and all people in the organisation, all the time.
DEFINITIONS
“Marketing is the process of planning and executing the conception, pricing,
promotion and distribution of ideas, goods and services to create exchange that satisfy
individual and organizational objectives.
-American Marketing Association
“Marketing is a social and managerial process by which individuals and groups
obtain what they need and want through creating, offering and exchanging products of
value with others”
-Philip Kotler
In short, modern marketing begins with the customer and ends with the
customer’s satisfaction and social well being. Under the market driven economy,
buyer is the boss.

MARKETING PROCESS
Marketing is the process by which products are manufactured according to the
needs and requirements of the consumers and after their production their ownership is
passed on to the final consumer for whom it is produced.
Marketing process is the dynamic process combining the different activities in the
flow of goods from the producer to the consumer.

10
 “The marketing machinery of today involves three major processes- the
concentration, dispersion & equalization of goods.”
-Clark
MARKET
These three processes of marketing go on simultaneously. The wholesalers on the
ANTICIPATION
one hand procure products from the producers and on the other hand make available
CONSUMER DEMAND
these goods to the retailers in the different MARKET
THROUGH markets according to their requirements. In
RESEARCH
this way, in their activity of dispersion they look to the equalization.

PRODUCER CUSTOMER
GOODS
GOOD
FLOW
S
FLOW
MARKET OFFERING

EXCHANGE SOME
THING OF VALUE 11

MONEY FLOW
 Marketing management is the process of scanning the environment, analyzing
market opportunities, designing marketing strategies and then effectively
implementing and controlling marketing practices.
“Marketing management is the process of planning and executing the conception,
pricing, promotion and distribution of goods, services and ideas to create exchange
with target groups that satisfy customer & organizational objectives”
-Philip Kotler

Marketing management has to assure the marketing effectiveness of a company

and its product line.

12
 Thus, marketing management represents an important functional area of business
management efforts for the flow of goods and services from producers to consumer. It
formulates second marketing policies and programmes and looks after their
implementation and control.

13
 INDIAN PHARMACEUTICAL INDUSTRY

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
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.

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 invertible. 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

14
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.

ADVANTAGE INDIA
Competent workforce: India has a pool of personnel with high managerial and
technical competence as also skilled workforce. It has an educated work force and
English is commonly used. Professional services are easily available.

Cost-effective chemical synthesis: Its track record of development, particularly in

the area of improved cost-beneficial chemical synthesis for various drug molecules is
excellent. It provides a wide variety of bulk drugs and exports sophisticated bulk
drugs.

Legal & Financial Framework: India has a 62 year old democracy and hence has a
solid legal framework and strong financial markets. There is already an established
international industry and business community.

Information & Technology: It has a good network of world-class educational

institutions and established strengths in Information Technology.

Globalization: The country is committed to a free market economy and globalization.

Above all, it has a 70 million middle class market, which is continuously growing.

Consolidation: For the first time in many years, the international pharmaceutical
industry is finding great opportunities in India. The process of consolidation, which
has become a generalized phenomenon in the world pharmaceutical industry, has
started taking place in India.

THE GROWTH SCENARIO

15
India's US$ 3.1 billion pharmaceutical industry is growing at the rate of 14 percent
per year. It is one of the largest and most advanced among the developing countries.

Over 20,000 registered pharmaceutical manufacturers exist in the country. The

domestic pharmaceuticals industry output is expected to exceed Rs500 billion in the
financial year 2009, which accounts for merely 2.5% of the global pharmaceutical
sector. Of this, bulk drugs will account for Rs 290 bn and formulations, the
remaining Rs 210 bn . In financial year 2009, imports were Rs 190 bn while exports
were Rs230 bn.

STEPS TO STRENGTHEN THE INDUSTRY

Indian companies need to attain the right product-mix for sustained future growth.
Core competencies will play an important role in determining the future of many
Indian pharmaceutical companies in the post product-patent regime after 2005. Indian
companies, in an effort to consolidate their position, will have to increasingly look at
merger and acquisition options of either companies or products. This would help them
to offset loss of new product options, improve their R&D efforts and improve
distribution to penetrate markets.
Research and development has always taken the back seat amongst Indian
pharmaceutical companies. In order to stay competitive in the future, Indian
companies will have to refocus and invest heavily in R&D.
The Indian pharmaceutical industry also needs to take advantage of the recent
advances in biotechnology and information technology. The future of the industry will
be determined by how well it markets its products to several regions and distributes
risks, its forward and backward integration capabilities, its R&D, its consolidation
through mergers and acquisitions, co-marketing and licensing agreements.
As per WTO, from the year 2005, India will grant product patent recognition to all
new chemical entities (NCEs) i.e., bulk drugs developed then onwards. The Indian
Government's decision to allow 100 percent foreign direct investment into the drugs
and pharmaceutical industry is expected to aid the growth of contract research in the
country. Technology transfer to 100 percent Indian subsidiaries of MNCs is expected
only in 2005.

Indian pharmaceutical interests in making a mark on the global scene got a boost

16
when Dr. Reddy's licensed two of its anti-diabetic molecules to Novo Nordisk and
when Ranbaxy licensed its Novel Drug Delivery System (NDDS) of ciprofloxacin to
Bayer. MNCs in India faced the problem of having a very high DPCO coverage,
weakening their bottom lines as well as hindering their growth through the launch of
new products. DPCO coverage is expected to be diluted further in the near future
benefiting the MNCs. New legislation is also expected in the OTC segment increasing
the number of brands in the Over the Counter (OTC) segment.

The Indian pharmaceutical industry is also getting increasingly U.S. FDA compliant
to harness the growth opportunities in areas of contract manufacturing and research.
Indian companies are increasingly focusing on tapping the U.S. generic market,
projected to be around $18 billion.

The Indian Pharmaceuticals sector has come a long way, being almost non-existing
during 1970, to a prominent provider of health care products, meeting almost 95% of
country’s pharmaceutical needs. The domestic pharmaceutical output has increased at
a compound growth rate (CAGR) of 13.7% per annum. Currently the Indian pharma
industry is valued at approximately $ 8.0 billion. Globally, the Indian industry ranks
4th in terms of volume and 13th in terms of value. Indian pharmaceuticals industry
has over 20,000 units. Around 260 constitute the organized sector, while others exist
in the smallscale sector.

17
 HISTROY

Lupin Limited, headquartered in Mumbai, India has successfully positioned itself as a

Transnational Pharmaceutical Company, with a wide global footprint. The Company
develops and markets a wide range of quality, affordable generic and branded
formulations and APIs in multiple markets across the world.

Business Mix
The Company has gained recognition as the world’s largest manufacturer of
Tuberculosis drugs. Over the years, the Company has moved up the value chain and
has not only mastered the business of certain intermediates and APIs, but has also
leveraged its strengths to build a formidable formulations business. It has a significant
presence in Cephalosporins, Cardiovasculars (prils and statins), Diabetology,
Asthama and NSAIDs therapy segments. Over the last four years, the Company’s
business mix has improved with close to 70% of its revenues coming from
formulations and 30% from APIs.

Global Footprint
The Company has a wide onshore and offshore presence with its products available in
close to 70 countries. In terms of overall revenues, the overseas business constitutes
close to 55%, while the balance comes from the domestic market. Lupin has retained
a stronghold in India growing ahead of the industry and has achieved a formidable
position in many segments leveraging its sound marketing prowess and a wide
product basket.

The US is Lupin’s largest market overseas where it has developed a robust branded
and generic business. Over a period of four years, Lupin has developed a business of
US$ 200 mn in the US and has been recognized as one of the fastest growing
Companies in this market. The Company aspires to replicate this success in other
Advanced Markets such as Europe, Japan and Australia.

During 2007, Lupin fast tracked its growth trajectory through two acquisitions. While
the acquisition of Kyowa positioned the Company amongst the top ten generic
pharma Companies in Japan; another acquisition in India provided it a springboard to
leap ahead in the CRAMS space.

18
Manufacturing
Lupin’s manufacturing facilities, spread across India, play a critical role in enabling
the Company realize its global aspirations, benchmarked to International standards,
these facilities are approved by international regulatory agencies like US FDA, UK
MHRA, TGA Australia, WHO, and MCC South Africa. The Company has leveraged
its strong vertical integration in building a global pharmaceutical powerhouse.

Research
The Company’s intellectual pool of over 400 scientists is constantly engaged in path
breaking research. Its focus on drug discovery and advanced drug delivery systems
research has resulted in significant progress in its Novel Drug Discovery &
Development program and development of platform technologies that are being used
to develop value-added generic pharmaceuticals. Company’s strong focus on creating
Intellectual Property (IP) assets has resulted in generating revenue streams through IP.
The Company’s overall research prowess enables it to master cutting edge science and
technology.

Financials
Currently positioned amongst the top five pharmaceutical companies of India, the
Company is committed to achieve sustainable earnings and growth for all its
stakeholders. For the financial year ended March 2008, Lupin's Revenues and Profit
after Tax were Rs.27, 730 mn (US$ 694 mn) and Rs.4,083 mn (US$ 102 mn)
respectively. The Company reported a 34 % rise in revenues while the Net profit
increased by 32%.

The company incurred R& D expenditure of Rs 1546 mn, which is 6 % of its gross
sales.

Going Forward
Lupin is poised to capitalize the opportunities that are set to unfurl in the global
pharmaceutical space and establish itself as an innovation led transnational
pharmaceutical company.

19
 Our Vision

“To be an Innovation - led Transnational Pharmaceutical Company”

Our Values

• Superior Performance
• Integrity
• Entrepreneurship
• Customer Orientation
• Working Together

• Respect for People

History & Milestones

Year Milestones
2009 Lupin acquired majority stake in Multicare Pharmaceuticals Philippines
Inc.
2008 Lupin expanded its product basket in Japan-Kyowa and received ten
products approval from Ministry of Health & Labour Welfare, Japan.

Lupin acquired Hormosan Pharma GmbH, a Generic Company in

Germany.

Lupin acquired stake in Generic Health Pty Ltd., in Australia.

Lupin acquired Pharma Dynamics in South Africa.

2007 Lupin acquired Vadodara based Rubamin Laboratories Ltd
(rechristened to Novodigm Ltd).

Lupin acquired Kyowa Pharmaceutical Industry Company Limited, a

leading Generic Company in Japan.

Commercial production was started at the New finished dosage facility

20
 at Jammu.

Lupin received “Best new manufacturer of the year” award from

Amerisource Bergen.
2006 A new facility was set up at Jammu.

Maiden Bonus share were issued in the ratio of 1:1.

Maiden issue of Foreign Currency Convertible Bonds (FCCB)

aggregating US $100 mn, which are listed on Singapore Stock
Exchange.
2005 Maiden Employees Stock Option Plan was implemented.

US FDA and MHRA (UK) approvals were received for Goa.

New Lovastatin plant at Tarapur was approved by the US FDA.

2004 WHO approval was received for State of the art formulation Plants at
Goa and Aurangabad.
2003 Lupin had successfully implemented SAP ERP across the Company to
unify all business functions and processes.

Introduced collaborative messaging and workflow solution on the

intranet.

Oral Cefaclor injectible Plant at Mandideep was approved by US FDA.

Lupin Pharmaceuticals Inc. USA was formed for trading, marketing

and developmental activities in the US.
2002 Exports to the Advanced Markets crossed Rs.1000 mn.

Rising trend of exports as a % of total revenue – up 33% year-over-

year.

Patent filings crossed 100.

21
 Five AND As were filed.

New Anti-TB facility was commissioned at Aurangabad.

Rablet was rated by ORG-Marg as the second best launch of FY 2002-

03.
2001 Lupin became the only Asian Pharmaceutical company to receive US
FDA approvals for its sterile cephalosporin facility.

A state of the art US FDA approvable oral cephalosporin bulk active

plant was commissioned.

State of the art R&D Centre at Pune was commissioned.

Lupin commenced supply of Cephalosporin bulk actives to its alliance

partners in the US.

Lupin Laboratories Ltd was amalgamated with Lupin Chemicals Ltd,

whose name was changed to Lupin Limited.
2000 The Cefotaxime facility was approved by the US FDA.

The Company’s restructuring operations yielded encouraging results.

Work commenced on the R&D Centre at Pune.

1999 Lupins inject able cephalosporin bulk active plant at Mandideep was
approved by UK MCA.
1997 Lupin’s inject able Cephalosporins dosages plant at Mandideep
obtained UK MCA approval.

Lupin’s formulations facility at Aurangabad was upgraded.

Three plants of Lupin, manufacturing Cefaclor at Mandideep, 7 ACCA

at Ankleshwar and Rifampicin at Tarapur, got US FDA approvals.

ICMA Technology award was given for injectable Cephalosporins.

22
1996 Government of India conferred the ‘Best Exporter’ Award on Lupin.

Company received the ICMA Technology award for injectable

Cephalosporins.
1992 Fermentation Plant of Lupin Chemicals Ltd was established at Tarapur,
Maharashtra.

Sterile Plant for injectable Cephalosporins (bulk) was commissioned at

Mandideep.

Lupin Laboratories Ltd and Lupin Chemicals Ltd raised money through
IPOs in 1993-94.

Won FICCI’s award for contribution towards rural development.

1991 Injectable cephalosporin (bulk and dosages) production was initiated at
Mandideep.

Lupin won the ICMA technology award for successfully manufacturing

Vitamin B6.
1989 Joint venture in Thailand – Lupin Chemicals (Thailand) Ltd was
established.

Two Plants Ankleshwar and Mandideep received US FDA approvals

for maintaining stringent quality standards.
1988 The Lupin Human Welfare and Research Foundation (LHWRF) was
founded by Dr Desh Bandhu Gupta to provide an alternative,
sustainable and replicable model of rural development.
1987 Cephalexin Plant at Mandideep and 7 ADCA plant at Ankleshwar went
on stream.
1981 Ethambutol production was started
1980 Lupin commissioned a formulations plant and an R&D center at
Aurangabad.
1972 Lupin Laboratories Pvt Ltd was incorporated.
1968 Lupin commenced

23
 General Awards

Year Awards
'Wal-Mart Supplier Award of Excellence' for overall commitment, performance, on-time
2008
shipping, innovative programs and overall partnership.
Amerisource Bergen, one of the largest and leading wholesalers in the US conferred the
2007
“Best New Manufacturer of the Year, Generics Rx” to Lupin Pharmaceuticals Inc.
Cardinal Health conferred two awards – the “Trade Representative of the Year” and the
“Quality Supplier Award” to Lupin Pharmaceuticals Inc.
CSR Awards

Year Awards
Merit certificate by the District Administration for Excellent Social Service & Rural
1990
Development of Independence Day.
FICCI Award for outstanding achievement in rural development by Prime Minister of
1991
India.
1992 ICMA Award for innovative and purposeful programs for social progress.
1993 PHD chamber of commerce award for Corporate Citizen.
1994 Jamna Lal Bajaj Award for outstanding contribution in Rural Development.
Bhamashah Award for contribution in the field of Education by Chief Minister of
1995
Rajasthan.
1998 Merit certificate by the Chief Minister of Rajasthan for voluntary and social services.
Business world FICCI-SEDF Corporate Social Responsibility Award 2003 by Ex-
2003
President of India Shri K R Narayanan.
FICCI Ladies Organization Award – Outstanding Institution for Women Welfare by
2006
FICCI’s Secretary General Shri Amit Mitra and FLO’s President Mrs Usha Agarwal.
Best NGO Award from NABARD for significant work done in area of SHG formation
and Bank Linkages.

24
 OVERVIEW

Guided by its mission to become an Innovation led, Transnational Pharmaceutical

Company, Lupin’s scientific pool of close to 450 researchers constantly strive to
develop new technologies and products.
Lupin Research Park (LRP) at Pune, spread across 19 acres is the hub of the
Company’s research activity. The Centre harbours a culture that fosters innovation
and helps shape inventions into innovative commercial products.
Today, the Company has the proficiency to develop a wide range of pharmaceuticals,
across the value chain encompassing complex APIs to value-added difficult-to-
develop formulations. During 2007-08, the total investment of the Company in R&D
(excluding depreciation) was over Rs.2,000 mn, 7.5% of consolidated net sales.

Overview
Lupin’s manufacturing facilities, spread across India, play a critical role in enabling
the Company realize its global aspirations, benchmarked to International standards,
these facilities are approved by international regulatory agencies like US FDA, UK
MHRA, TGA Australia, WHO, and MCC South Africa. The Company has leveraged
its strong vertical integration in building a global pharmaceutical powerhouse.

25
 Key Products: APIs and Intermediates

Approved by:
 WHO (Geneva)

Ankleshwar, Gujarat, India

Key Products: APIs and Intermediates

Approved by:
 US FDA
 WHO
Tarapur, Maharashtra, India

26
 Key Products: APIs and Formulations

Approved by:
 WHO
 US FDA
 UK MHRA

Mandideep, Madhya Pradesh, India

Key Products: Formulations

Approved by:
 WHO (Geneva)

Aurangabad, Maharashtra, India

Key Products: Formulations

Approved by:
 US FDA
 UK MHRA

Goa, India

Key Products: Formulations

Jammu, Jammu & Kashmir, India

27
 Key Products: Formulations

Approved by:
 (In the pipeline)

Indore, Madhya Pradesh, India

Key Products: Formulations

Approved by:
 MOH (Japan)

Business Development and Partnerships

At Lupin, we strive to help people lead healthier lives through delivering affordable and accessible
medication to patients across the world. We are engaged in discovering, developing and
commercializing innovative medicines that satisfy unmet medical needs.

We recognize the contributions made by our partners in achieving this objective and believe in
leveraging successful partnerships in the areas of discovery, technology, products and commercial
operations.

Over the years we have executed several business development transactions including product
in/out-licensing, co-development agreements, technology licenses, joint ventures, and acquisitions
– that are collectively enabling Lupin to make medical treatment accessible to a larger patient
population across the globe.

Our Strengths are:

• Fully Integrated pharmaceutical company

• Strong Research Base in the areas of Generics, New Chemical Entity, Novel Drug
Delivery Systems, New Biological Entity, research
• World Class GMP Compliant Manufacturing Facilities approved by international

28
 regulatory agencies
• Sound Technology Base and expertise to scale up technology to deliver innovative
products
• Strong Global Footprint : USA, India, Japan, Australia, UK, Germany, CIS
• Large Dynamic Sales Force

• Robust Distribution Network

Quality
The importance of quality cannot be undermined in any organization. The customers both in India
and overseas are becoming increasingly demanding with respect to cost, quality and delivery
performance. Achieving these three require imbibing the philosophy of ‘Total Quality
Management’ into the organization’s culture. It has to become the very essence of the
organization. More so in the case of the pharmaceutical industry.
The pharma industry is subject to strict quality control and scrutiny. India by far has the largest
number of USFDA approved plants, outside of US which exemplifies the increasing focus on
quality assurance of the industry.
At Lupin, we take considerable pride in the quality that we ensure and assure. Our operations are
guided by our Quality Policy. We believe that quality is the mainstay of competitiveness. We thus
constantly create an environment of Quality and Compliance in line with the global best practices.
Quality Assurance is defined as the process of 'providing confidence that requirements will be met
through highest quality’ and there after systematic activities are put in place to ensure quality
requirements for a product or service are fulfilled.
The Corporate Quality Assurance (CQA) cell at Lupin works as a link between research &
manufacturing for quality products for customers. It targets at ensuring that the Lupin Group
follows a standardized common quality system ensuring consistency, effectiveness and efficiency
during the manufacture of APIs and formulations at all sites.
The CQA focuses on:

• Establishing Quality Standards

• Developing processes to achieve those standards
• Monitoring to ensure Compliance
• Upgrading technology standards
• Training personnel on quality aspects

The global quality team is engaged in driving the quality philosophy of the organization and

29
assuring that the global standards of good manufacturing are implemented in the best form and
spirit at every location during each process.
CQA monitors effectiveness of site Quality organization and Contract Manufacturing Quality
organization through periodic quality reviews, periodic audits, budgetary reviews and review of
compliance to regulatory inspections and customer audits. Quality reviews focus on review of
failures, rejections, market complaints, deviations, non-compliances, product stability, various
Corrective and Preventive actions planned, productivity, cost of quality etc. CQA also supports the
site Quality organization by providing necessary resources, technical guidance and training. CQA
also continuously endeavors to upgrade skills and competence levels in QC / QA function by
introducing advanced technologies.
Enterprises that exemplify leadership in quality not only deliver quality products and services, but
also effectively set industry benchmarks and redefine standards for those who share their mission.
At Lupin we are constantly endeavoring to achieve excellence.
Our Quality Policy
• The Company shall establish and maintain high standards of quality for its products

manufactured at various sites, including those at contract manufacturing sites, meeting

cGMP and cGLP norms.
• Products shall be manufactured and marketed meeting all quality parameters related to
identity, purity, safety and efficacy through well-defined quality assurance and validated
systems.
• The Company shall comply with current national and international regulations as
applicable and continuously strive for achieving stringent global standards.
• Major thrust shall be given on quality upgradation and product integrity on continuous
basis to achieve higher level of customer satisfaction.

• Continuous training shall be given to the employees in the organization to enhance their
skills in performing their assigned work.

30
OBJECTIVES OF
THE STUDY
31
 OBJECTIVES OF THE STUDY

 To know the awareness of the customer towards lupin

Pharmaceuticals.

 To study the major market leader of these Salt.

 To find the factors that dealer keeps in mind while purchasing the
particular brand of these Salt.
 To analyze the performance of Lupin products at medical shops of
Chandigarh, panchkula, Manimajra, Gurdaspur and Batala region.

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C H A P T E R - I V
RESEARCH METHODOLOGY

Research means a search for knowledge or gain some new knowledge and
methodology can properly refer to the theoretical analysis of the methods appropriate
to a field of study or to the body of methods and principles particular to a branch of
knowledge. A Research methodology has a specified framework for collecting the
data in an effective manner. Research methodology means a "defining a problem,
defining the research objectives, developing the research plan, collecting the
information, analyzing the information and presentation of findings." Such framework
is called "Research Design". The research process that was followed by me consisting
following steps;

A) Defining the problem

B) Developing the research plan
C) Collection of information
D) Analyzing the information
E) Presentation of findings

A) Defining the problem and research objectives

The definition of problem includes the study of “Survey to check sale of Glycomet
and Telsartan brands available in the market”.

B) Developing the Research Plan

The development of research plan has following steps:

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 1. Data source
2. Research approach
3. Research instrument
4. Sampling plan
i) Sample unit
ii) Sample size
iii) Contact methods

1. Data Source: The researcher can get two types of data:

a) Primary Data
b) Secondary Data

a) Primary Data
Primary data is a data which did not exist earlier and is being collected by the
researcher first time for its specific objectives. In other words, direct collection of data
from the source of information, technology including personal interview, telephonic
interviews with the help of Questionnaire.

b) Secondary data
Any data which have been collected earlier for some purpose are the secondary data.
Indirect collection of data from sources containing past or recent past information like
brochures, annual publication, books etc. Secondary sources used are:
 Text books
 Internet sites
 Newspaper articles
 Brouchers
2. Research Approach
Survey is best suited for descriptive and analytical research. Survey are undertaken to
learn about people's knowledge, beliefs, preferences, satisfaction and so on and to
measure these magnitudes in the general public. Therefore, I have done this survey for
Descriptive and analytical research process.

3. Research instrument

34
 Quesestionnaire: Questionnaire is a type of statistical survey handed out in paper
form usually to a specific demographic to gather information in order to provider
better service or goods. A document that contains a set of questions that has been
specially formulated as a means of collecting information and surveying opinions, etc
on a specified subject or theme, etc .
A questionnaire was constructed for my survey.

1. Sampling plan
Sample is a group of few items which represents the population or universe from
where it has been taken. The sampling plan calls for three decisions;

a) Sample unit
b) Sample size

a) Sample unit – who is to be surveyed?

The target chemist shop must be defined that has to be sampled. It is necessary so as
to develop a sample frame so that everyone in the target population has an equal
chance of being sampled. I have completed my survey in Chandigarh Panchkula
Manimajra, Gudaspur and Batala..

b) Sample size - how many people have to be surveyed?

Generally, large sample size gives more reliable results than small samples. The
sample consisted of 300 medical shops. The selection of the shops was done on the
basis of Simple Random Sampling.
Simple random sampling is the technique in which every item in the universe and
population has an equal chance of being selected in the sample. Researcher has no
role to play or he cannot influence the selection process there is no possibility of
biasness. It can easily assess the accuracy of estimate.

C) Collecting the information

After this, I have collected the information from the respondents with the help of
Questionnaire.

D) Analyze the information

35
The next step is to extract the pertinent findings from the collected data. I have
tabulated the collected data and developed frequency distributions. Thus, the whole
data was grouped aspect wise and was presented in tabular form. Thus, frequencies
and percentages were prepared to render impact of study.

E) Presentations of findings
This was the last step of survey.

36
 LIMITATIONS OF THE STUDY

1. The study is to be limited to Chandigarh, panchkula, manimajra, Gurdaspur

and Batala only because of limited time and financial resources. So results of
the study may not be generalized for India as a whole.

2. The sample size is limited to 300 respondents, so complete knowledge about

subject is not possible.

3. Another factor could be the existence of biasness in the respondents mind.

Many times these biasness have greater bearing on the responses put forward
by respondents.

4. Human weaknesses such as inattentiveness cannot be ignored.

5. Chemists generally considered me as an insurance agent and tried to avoid

discussions with me.

6. Chemists do not provide us the correct information some time.

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C H A P T E R - V

DATA ANALYSIS
AND ITS
INTERPRETATION
THE STUDY

38
 DATA ANALYSIS AND ITS INTERPRETATION

1. Do you know about Lupin Pharmaceuticals Company?

Response %age of Respondents

Yes 100%
No 0%

0%

100%

Yes No

Interpretation:
Lupin is one of the leading companies in pharmaceutical industry. From the above
graph it is clear that all the 100% respondents know about Lupin Pharmaceuticals.

39
2. Have you ever deal with Glycomet and Telsartan Salt /Product?

Response %age of Respondents

Yes 99%
No 1%

1%

99%

Yes No

Interpretation:
From the above graph it is clear that 99% respondents deal in both these salts and
remaining 1% respondent do not deal with these Salt.

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3. Acc to you, which companies leading in this salt?

Company No. of Respondents

Lupin 80
Cipla 70
USV 62
Ranbaxy 50
Dr.Reddy 30
FDC 8

100

80 Lupin
Cipla
60
USV
40 Ranbaxy
Dr.Reddy
20
FDC
0

Interpretation:
From the above graph it is clear that Lupin is leading company in both these Salts. It
is clear that Lupin is the leading brand in these Salt followed by
Cipla,USV,Ranbaxy,Dr.Reddy and FDC

41
4. Which company has highest prices?

Company Highest Price (in Rs.)mg

Lupin 80
Cipla 85
USV 75
Ranbaxy 79
Dr.Reddy 55
FDC 29
100

80 Lupin
Cipla
60
USV
40 Ranbxy
Dr.Reddy
20
FDC
0

Interpretation:
From the study it is clear that Cipla brand has highest price i.e. Rs. 85/- followed by
Lupin whose price is Rs. 80/-. The price of Ranbaxy is Rs. 79 while the price of USV
is Rs. 75/- followed by Dr.Reddy and FDC.

42
5. Which company brand has lowest price ?

Company Lowest Price (in Rs.)mg

Lupin 80
Cipla 85
USV 75
Ranbaxy 79
Dr.Reddy 55
FDC 29

500

400 FDC
Dr.Reddy
300
Ranbaxy
200 USV
Cipla
100
Lupin
0

Interpretation:
From the study it is clear that FDC Brand has the lowest price i.e. Rs. 29/- per mg.

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6. What is the weekly (prescription) sale of this salt?
Salt Weekly sale(app.)
Glycomet 8
Telsartan 10

10

6
Glycom et
4 Telsartan

Interpretation:
From the above data we find that the weekly sale of Glycomet is app. 8
prescriptions and weekly sale of Telsartan is app. 10 prescription.

44
8. Which company has good relation and deals with you. Please
specify?

Interpretation:
From the survey it is clear that Lupin and USV have good dealing with the
respondents and they tried to maintain good relations with doctors also.

45
9. By doing which medium you communicate with your company?

Particulars %age of Respondents

E-mail 10%
M.R. 76%
Phone 14%
Post --

14% 0% 10%

76%

E-mail M.R. Phone Post

Interpretation:
From the above graph it is clear that 76% respondents communicate with the
company through Marketing Representatives, 14% through Phone and remaining 10%
through E-mail. None of the respondents is using post to communicate with the
company.

46
10. Do the goodwill of the company affect the sales of this salt?

Response %age of Respondents

Yes 75%
No 25%

25%

75%

Yes No

Interpretation:
From the above graph it is clear that goodwill of the company affects the sales of
medical shops. 75% respondents favored that the goodwill of the company affect their
sale while 25% respondents said that it doesn’t put much impact on their sales.

47
11. What are the performance of Lupin product /salt of your shop?

Particulars %age of Respondents

Very Good 57%
Good 27%
Average 15%

15%

27% 58%

Very Good Good Average

Interpretation:
From the above graph it is clear that Lupin has good name and fame in the market.
57% respondents favored that the performance of Lupin in their shop is very good,
27% says good and remaining 15% says that the performance of Lupin is average in
their shop.

48
C H A P T E R - V I

FINDINGS AND
SUGGESTIONS

49
 FINDINGS OF THE STUDY

• Lupin is one of the leading companies in pharmaceutical industry. From

the above study it is clear that all the 100% respondents know about Lupin
Pharmaceuticals.

• From the above study it is clear that 99% respondents deal in both these
salts and remaining 1% respondent do not deal with these Salts.

• From the above study it is clear that all the major companies manufacture
both these Salts.

• From the above study it is clear that Lupin is leading company in these
Salts.

• From the study it is clear that Cipla brand has highest price of these Salt
i.e. Rs. 85/- while FDC Brand has the lowest price of these Salt i.e. Rs. 28/.

• From the above data we find that weekly sale of Glycomet and Telsartan is
app. 8 and 10 packs.

• From the above study it is clear that Lupin and USV have good dealing
with the respondents and they tried to maintain good relations with doctors also.

• From the above study it is clear that 76% respondents communicate with
the company through Marketing Representatives, 14% through Phone and
remaining 10% through E-mail. None of the respondents is using post to
communicate with the company.

• From the above study it is clear that Lupin has good name and fame in the
market. 57% respondents favored that the performance of Lupin in their shop is
very good, 27% says good and remaining 15% says that the performance of Lupin
is average in their shop.

50
 SUGGESTIONS

• There should be proper feed back for the chemists, whenever any scheme is
introduced for the chemists, they should be made aware of it. Medical or Sales
representative should be given guidelines to intimate each and every chemist
of his area about the schemes.

• The company should provide gifts, incentives and tours at free of cost to
retailers and dealers to promote the sale of Lupin.

• The company should determine the pricing strategy of other company and fix
the price of their product by keeping price of other company in their mind..

• To maintain relationship with USV for long time company should provide
credit facility to USV and other product scheme to company.

• As 10% respondent communicate through email so company should use

advance technology so that large no of respondent communicate through email
and phone.

• As 57% respondent favor the product of Lupin so company should create

awareness about product by advertisement, promotional campaign or any other
method so that more and more people favor Lupin product..

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C H A P T E R - V I I

CONCLUSION

52
 CONCLUSION

India's US$ 3.1 billion pharmaceutical industry is growing at the rate of 14 percent
per year. It is one of the largest and most advanced among the developing countries.
Indian companies, in an effort to consolidate their position, will have to increasingly
look at merger and acquisition options of either companies or products. This would
help them to offset loss of new product options, improve their R&D efforts and
improve distribution to penetrate markets.

The success of the company lies in strict quality control, manufacturing facilities,
Cost Competitiveness, Well Developed Industry with Strong Manufacturing Base,
Access to pool of highly trained scientists, both in India and abroad, Strong marketing
and distribution network.

From the study it is clear that Lupin is one of the leading companies in
pharmaceutical industry. It is also revealed from the study that 99% respondents deal
in both salts and Lupin is leading company in both these salts.

Lupin should provide gifts, incentives and tours at free of cost to retailers and dealers
to promote the sale of Lupin. Lupin should do efforts to promote the products and
create awareness through channels such as advertisements. The company should
provide atleast 20% discount and credit period to the wholesaler/retailers promote
products. There are lots of opportunities in Indian market therefore Lupin should
move in new markets and grow the network and distribution channels. The company
has a good name and fame in the market but the company should try to cover more
and more doctors through personal visit, E-mail, posts and hold special presentations
to doctors, so they also recommend the products of Lupin.

Thus we can say that the company is growing well in the market by leaps and bounds
and the day is no far when Lupin will left behind all the major companies of the
world. The company has proper vision and mission for the future and I hope Lupin
will easily achieve its future targets and mission.

53
ANNEXURE

54
 QUESTIONNAIRE

Dear Respondent,

I am student of M.B.A.-3rd semester of C.T. Institute of Management & I.T.,

Jalandhar. I am conducting a survey to check sale of Glycomet and Telsartan salt in
the market. Its perception, prices and any scheme offered by company. So I need your
co-operation which will help me to draw conclusive. I assure that your information
will be kept confidential.
1. Do you know about Lupin Pharmaceuticals Company?
Yes o No o

2. Have you ever deal with Glycomet and Telsartan Salts?

Yes o No o

3. Which company made this Salt?

Lupin o Cipla o
USV o Ranbaxy o
Dr.Reddy o FDC o

4. Which companies leading in this salt?

Lupin o Cipla o
USV o Ranbaxy o
Dr.Reddy o FDC o

55
5. Which company has highest prices?
Lupin o Cipla o
USV o Ranbaxy o
Dr.Reddy o FDC o

6. Which company brand has lowest price?

Lupin o Cipla o
USV o Ranbaxy o
Dr.Reddy o FDC o

7. What is the weekly (prescription) sale of Glycomet Salt ?

5-10 o 10-15 o
15-20 o 20-25 o
8. What is the weekly(prescription) sale of Telsartan salt ?
5-10 o 10-15 o
15-20 o 20-25 o

9. Which company has good relation and deals with you. Please
specify ?
_______________________________________________________
_______________________________________________________

10. By doing which medium you communicate with your company?

E-mail o M.R. o
Phone o Post o

11. Is the goodwill of the company effect the sales of this salt?
Yes o No o

12. What are the performance of Lupin product /salt of your shop?
Very Good o Good o Average o

56
 PROFILE OF THE RESPONDENT

Name :__________________________________________
Address : __________________________________________
__________________________________________

Thanks for participating in the survey.

57
 BIBLIOGRAPHY

BOOKS

Kotler, Philip, “Marketing Management”, Prentice Hall India, 2004

• Kothari, C.R., “Research Methodology: Methods & Techniques”,
Wishwa Publication, Delhi, 1990
Malhotra, Naresh Kumar, “Marketing Research” 4th edition, Pearson Education
(Singapore) Pvt Ltd., India branch, Delhi.2004.
Tull, S.D.., and Hawkins, D.I., “Marketing Research”, 6th ed., Prentice Hall India
New Delhi, 2002.

WEBSITES

• wwwLupin.com
• www.ficci.com/studies/pharma.pdf

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