Professional Documents
Culture Documents
PROJECT REPORT
SUBMITTED TOWARDS PARTIAL
FULFILLMENT
OF
Bachelor of Pharmacy
(Affiliated to Uttarakhand Technical
University, Dehradun)
Academic Session
[2006-10]
Submitted by:
Pradeep Kumar
B.Pharma IV Year
Roll No. 06280300012
1
COLLEGE OF ENGINEERING & RURAL
TECHNOLOGY, MEERUT
(Affiliated to U.P. Technical University, DEHRADUN)
PREFACE
In a dynamic world a business concern has the drive through a thick fog of in
certifications & risk & a wrong move may prove disastrous. It is here that a business
managers beets to thick what a customers thinks & exception from his product & how
customer’s exception can be translated into features & attributes of the product so that
customer feels delighted. This project tries to drive into the minds of customers of the
company & tries to know what they actually expect from a product.
This study has given real exposure to corporate marketing and the confidence to face the
challenges before me in course of sales analysis of the products of RANBAXY’S
VOLINI.
2
ACKNOWLEDGEMENT
Finally, I would like to thank other countless persons, who had helped me directly or
indirectly, as they have been generous with their time, support and encouragement.
PRADEEP KUMAR
3
CONTENTS
EXECUTIVE SUMMARY
CHAPTER 1
INTRODUCTION
CHAPTER 2
COMPANY PROFILE
• Structural View
• Business Management
• Statement of the problem
• Significance of the study
• Objective of the study
• Importance of the study
• Theoretical prospect of the study
• Overview of Indian industry
CHAPTER 3
REASEARCH AND METHODOLOGY
• Marketing research
• Research and methodology
CHAPTER 4
PROJECT REPORT
SWOT Analysis
Data Analysis
Conclusion
CHAPTER 5
BILBILIOGRAPHY
4
INTRODUCTION
5
PHARMA INDUSTRY IN INDIA
P H A R M A C E U T I C A L I N D U S T R Y (I N D I A )
Among all the major industries in India, textiles and pharmaceuticals are surely the
intellectual industry and investment in research and development has been enhanced.
The first Indian pharmaceutical company, Bengal Chemicals and Pharmaceutical Works,
Calcutta in 1930. For the next 60 years, most of the drugs in India were imported by
encourage the growth of drug manufacturing by Indian companies in the early 1960s,
and with the Patents Act in 1970, enabled the industry to become what it is today. This
patent act removed composition patents from food and drugs, and though it kept process
patents, these were shortened to a period of five to seven years. The lack of patent
protection made the Indian market undesirable to the multinational companies that had
dominated the market, and while they streamed out, Indian companies started to take
their places. They carved a niche in both the Indian and world markets with their
Although some of the larger companies have taken baby steps towards drug innovation.
The pharmaceutical products account for 8 percent of the global pharmaceutical sales
and India is the fifth largest producer of bulk medicines in the world. In 2001, the value
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
6
sophisticated antibiotics and complex cardiac compounds, almost every type of
The Industry possesses 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
There are 20,000 laboratories in India's pharmaceutical industry and the scale of the
pharmaceutical market amounts to Euro 5.3 billion. 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
Around 70% of the country's demand for bulk drugs, drug intermediates, pharmaceutical
production. 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).
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
laboratories and an increasing balance of trade. The Pharmaceutical Industry, with its
7
Protection regime is well set to take on the international market. Over 20,000 registered
industry output is expected to exceed Rs260 billion in the financial year 2002, which
accounts for merely 1.3% of the global pharmaceutical sector. Of this, bulk drugs will
Indian companies such as Ranbaxy, Sun Pharma, and Dr. Reddy's are increasingly
focusing on tapping the U.S. generic market. Recently, Ranbaxy Laboratories Ltd has
received a tentative approval from the US Food and Drug Administration to manufacture
and market Lamivudine tablets (150 mg), a medicine used in treating HIV infection.
This tentative approval has been granted under the US President's Emergency Plan for
The Indian government had recently passed Patents (Amendment) Bill on Tuesday,
March 22, 2005 amid many protests from the Left parties. The passing of the bill means
that India has kept its commitment to the WTO to have a product patent regime in place.
The fear that the new bill would lead to an increase in the cost of life saving drugs, is
taken care off by the compulsory licensing under the bill. This will enable Indian
companies to manufacture medicines for a fixed tenure in case of any epidemic, thus
The government has made crucial changes to the original draft to ensure big pharma
MNCs can't dictate medicine prices arbitrarily. The most important change in the Act is
a tighter definition of what can be patented. Now only a product, including drugs, which
8
makes a technical advance or has economic significance, can get a patent.
Some of the changes that bill proposes include giving manufacturing rights to Indian
companies, which currently produce drugs patented abroad, after paying a 'reasonable'
The bill also restricts a pharmaceutical company from renewing its patent every time it
expires, citing a new use for the same drug. It gives companies more grounds and time
The government will also have the right to issue a compulsory license to an Indian
company to produce a patented product if the patent holder is charging abnormally high
industry's turnover. This is very low when compared to the investment on R & D by
foreign research-based pharma companies. They spend 10 - 16% of the turnover on R &
D. However, now that India has entered into the Patent protection area, many companies
are spending relatively more on R & D. The Pharmaceutical and Biotechnology Industry
9
• INDIA’S TOP TEN PHARMA COMPANIES
OVERSEAS MARKETS
India's top ten pharmaceutical companies recorded a total sale of around Rs 15,000 crore
during the year 2003-04 and now set to consolidate their position in the international
market. The Indian Pharma segment is spreading its business across the world by
launching cost effective new products and giving tough time to large multinational
companies. During last couple of years, top ten companies have filed many DMFs and
ANDAs with the help of own R&D activities. The cash reach top ten pharma companies
are also rewarding their investors handsomely by way of dividend or bonus shares and
Focus on R&D and new technology, thrust on exports, new tie-ups as well as mergers
and acquisitions will give edge for the Indian companies. Further, as a part of cost
cutting measure several international players are looking at Indian companies for
contract manufacturing or tie-ups in R&D activities. During the last couple of years,
several MNC in India have sold their plants and offering jobs on contract manufacturing
basis to Indian players. This trend is likely to continue in coming years as a step towards
The aggressive marketing efforts focus on R&D and new markets, expansions of market
based and strong net worth helped the companies scrip’s to march ahead with high price
earnings ratio. The total market capitalization of top 10 companies on November 8, 2008
worked out to Rs 59,415 crore on the BSE and recently many of them reached at their
52-weeks peak level. Except Dr Reddy's scrip, all other company's shares are hovering
10
near to their 52-weeks highest level. Currently, Ranbaxy was quoted around Rs 1121 as
Dr Reddy's scrip received setback and nose-dived to Rs 780 as against its highest-level
of Rs 1470. The overall returns are very good and the analysts are confident about
handsome returns from the Indian Pharma segment. The sales of top ten companies viz.
and Orchid Chemical and Pharmaceutical went up by 16.9 per cent to Rs 14,860 crore
during the year 2003-04 from Rs 12,715 crore in the previous year. Ranbaxy remained at
top position with net sales of Rs 3465 crore followed by Cipla at Rs 2060 and Dr
Reddy's Lab at Rs 1740 crore. Nicholas Piramal and Aurobindo maintained their fourth
and fifth largest positions with net sales of Rs 1434 crore and Rs 1341 crore
respectively. The net profit of these companies moved up by 19.8 per cent to Rs 2389
crore from Rs 1994 crore in 2002-03 basically due to lower interest burden.
The pharmaceutical sector is adding substantial amount to countries export earnings and
the segment is known as net foreign exchange earner. The exports on FOB basis of our
sample companies increased by 27.9 per cent to Rs 6631 crore from Rs 5184 crore as
against their import bill of Rs 2522 crore and Rs 2474 crore in 2003-04 and 2002-03.
These companies are focusing more and more on regulated markets of USA and Europe.
Rs 982 crore during 2003-04 as against Rs 919 crore in the previous year. Similarly,
Cipla, Aurobindo, Lupin and Orchid pushed their export during 2003-04.
11
Despite stiff competition in the international market and difficult laws of necessary
approvals, the Indian companies have created strong image in the profitable market.
However, the market situation is likely to change after January 2005 and the companies
will have to face stiff competition. Every player is taking special efforts to consolidate
To fight the future challenging developments, these ten companies are spending higher
amounts on research and developments. During the year 2003-04, ten companies R&D
expenditure reached at Rs 949 crore. Though Cipla is not spending any amount on R&D,
Ranbaxy, Dr Reddy, Sun Pharma, Cadila, Wockhardt, Nicholas are spending huge
amounts on R&D. Ranbaxy is spending 7.3 per cent of its total turnover on R&D and Dr
Reddy is spending around 13 per cent. Ranbaxy's R&D expenditure touched to Rs 276
Considering the uncertainty regarding the outcome of research activity and longer time
span to reach conclusion only cash reach companies can undertake major research
activity. However, Ranbaxy is spending over $ 100 million for capacity expansion in the
2003-04 and Nicholas Piramal planning investment of Rs 200 crore on R&D and
products. It is easy for the company to adopt another way of tie-ups with major
this respect.
12
Mergers and acquisitions are also helping companies to boost their revenues in the more
11 million Deal. Nicholas acquired the API business of Global Bulk Drugs, Lupin
entered marketing tie-up with Allergan Inc, US. To expand marketing base, Cadila has
setup Zydus Pharmaceuticals USA Inc and also acquired Alpharma France. It also
entered into marketing tie-up with global pharma majors such as Schering and
generics for last couple of years. The Indian top companies are going ahead aggressively
and filing new DMFs or launching new products. Ranbaxy is set to launch 20 new
products and Lupin is launching herbal products. Dr Reddy launched Iburpofen and
FDA for manufacture of Auinapril Hydrochloride tablets for hypertension drugs. During
2003-04 Cipla filed 7 DMFs, Dr Reddy 5 nos and Sun Pharma 4 nos. Lupin filed 32
current year. Wockhardt also filed 3- DMFs in US. The Indian pharma companies are
undertaking new molecular research and around 25 to 30 products are in pipeline. These
NCEs will be crucial for post-WTO period. Over the years, the top 10 companies
invested heavily in creating huge capacities. As at the end of 2003-04, the gross fixed
assets of these companies reached at Rs 7057 Crore from Rs 5818 Crore, registering a
growth of healthy growth of 21.2 per cent. The investments in subsidiaries or other
securities has taken a quantum jump of 200 per cent and amounted to Rs 2195 Crore as
compared to Rs 1095 Crore in 2002-03. Thus the total assets i.e. net fixed assets,
13
investments and net current assets worked out to Rs 13,627 Crore from Rs 11,240 Crore.
Further, these companies created strong net worth of Rs 9,616 Crore during 2003-04 and
Total amount paid by these 10 companies to investors amounted to Rs 677 Crore for the
year 2003-04 as against Rs 513 Crore in the last year. Ranbaxy stepped up its equity
dividend to 170 per cent from 150 per cent, Cipla enhanced its dividend to 150 per cent
(100 per cent in the previous year), Nicholas paid 150 per cent (105 per cent), Cadila
Healthcare 120 per cent (70 per cent) and Sun Pharma 100 per cent (75 per cent). Dr
The stiff competition and heavy spending on R&D as well as marketing is putting some
pressure on pharma segment and the top ten companies sales for the quarter ended
September 2008 increased only by 2 per cent to Rs 3850 Crore from Rs 3780 Crore in
the corresponding period of last year. There net profit declined by 16 per cent to Rs 562
Crore from Rs 668 Crore. However, the analysts from foreign broking firms as well as
from domestic institutions are saying that the set back in working is temporary and the
Indian Pharma segment is well set to improve working and overcome present problems.
14
THE INDIAN PHARMACEUTICAL INDUSTRY (IPI) TODAY
STATISTICS
Revenue
Revenue 2008
Rank Company 2008
(USD millions)
(Rs Crore)
*USD 1 = Rs 40.5
15
In 2002, over 20,000 registered drug manufacturers in India sold $9 billion worth of
formulations and bulk drugs. 85% of these formulations were sold in India while over
60% of the bulk drugs were exported, mostly to the United States and Russia [25]. Most
of the players in the market are small-to-medium enterprises; 250 of the largest
companies control 70% of the Indian market [1]. Thanks to the 1970 Patent Act,
multinationals represent only 35% of the market, down from 70% thirty years ago [20].
Most pharma companies operating in India, even the multinationals, employ Indians
almost exclusively from the lowest ranks to high level management. Mirroring the social
structure, firms are very hierarchical. Homegrown pharmaceuticals, like many other
businesses in India, are often a mix of public and private enterprise. Although many of
these companies are publicly owned, leadership passes from father to son and the
In terms of the global market, India currently holds a modest 1-2% share, but it has been
growing at approximately 10% per year [27]. India gained its foothold on the global
ingredients (API), and it is now seeking to become a major player in outsourced clinical
research as well as contract manufacturing and research. There are 74 U.S. FDA-
approved manufacturing facilities in India, more than in any other country outside the
U.S, and in 2005, almost 20% of all Abbreviated New Drug Applications (ANDA) to
the FDA are expected to be filed by Indian companies [21, 27]. Growths in other fields
notwithstanding, generics are still a large part of the picture. London research company
16
Global Insight estimates that India’s share of the global generics market will have risen
COMPANY ‘S
PROFILE
17
PROFILE OF RANBAXY
registered under the Societies Act in May 1994, with an implicit mission of giving
impetus to research activity and help in reviving India’s great scientific tradition. The
contributions in the fields of Medical and Pharmaceutical Sciences. Every year the
Foundation invites nominations for 4 awards – 3 Awards for Rs. 1,00,000/- each in the
fields of Medical Sciences in Basic. Applied and Clinical and 1 Awards of Rs.
1,00,000/- in the field of Pharmaceutical Sciences. So far 104 scientists have been
national and international knowledge and expertise on subjects connected with treatment
Round Table Conferences on topics concerning public health and symposia on topics at
the cutting edge of research in medical sciences to explore the latest in the selected area
Being committed to recognizing and furthering excellence, the Foundation has also
initiated “Research Scholarship Awards for the Young Scientists” with an aim to
stimulate their interest in research. Late Prof. V. Ramalingaswami, was the founder
18
CEO's Message
From a small domestic company at inception in late 60’s, Ranbaxy has grown formidably to be an
integrated, research based, international pharmaceutical company with global sales in excess of one billion
dollar , as envisioned by the Chief architect and visionary of today's Ranbaxy, Late Dr Parvinder Singh,
It is with the unwavering ' dedication ' and the ' will to win ' of Team Ranbaxy across the globe that we
have traversed this journey so far.
We are committed to provide quality generics at affordable prices to the patients worldwide with a view to
help bring down the healthcare costs. We are confident that our efforts would see the Company grow from
strength to strength in the global generic space in the years to come. Whilst we continue to enhance the
momentum of our generics business in over 125 markets, we are also accelerating our drug discovery
program through collaborations and alliances.
As we move ahead we are determined to capitalize on the new opportunities based on our strong
fundamentals of innovation, entrepreneurship and aggressive marketing. We remain committed to
enhancing shareholder value as we actively pursue our strategy of growth through organic and inorganic
means.
Today, we are amongst the Top 10 global generic companies.-
19
Corporate Profile
The Company is ranked amongst the top ten global generic companies and has a
presence in 23 of the top 25 pharma markets of the world. The Company with a global
product portfolio, is rapidly moving towards global leadership, riding on its success in
Financials
Ranbaxy was incorporated in 1961 and went public in 1973. For the year 2006, the
US$207 reflected an expansion of 16%. Profit After Tax at US$ 114 Mn registered an
The Company is moving towards a well balanced mix of revenues from developed and
emerging markets and is currently well positioned to leverage the varied growth
potential offered by these markets. For the year 2006, North America, the Company's
largest market contributed sales of US $ 391 Mn, reporting a growth of 18% followed by
Europe garnering US$ 332 Mn reflecting a growth of 23%. The Company’s business in
Asia was led by a strong performance in India clocking in sales of US$ 260 Mn nudging
20
Strategy
The Company has successfully pursued its inorganic growth strategy and concluded
over 15 acquisitions since 2008, including the latest 9 acquisitions valued at US$ 450
Mn (4 in Europe, 1 in the US, 3 in India and 1 in South Africa). These acquisitions have
significantly expanded its business in emerging and profitable markets. The Company
will continue to evaluate acquisition options in US, Europe, India and emerging markets
R&D
Ranbaxy views its R&D capabilities as a vital component of its business strategy that
will provide the company with a sustainable, long-term competitive advantage. The
Company today has a pool of 1,200 scientists who are engaged in path-breaking
research.
Ranbaxy is among the few Indian pharmaceutical companies in India to have initiated its
research program in the late 70’s. To support its global ambition 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 Company’s robust R&D environment for both drug discovery
& development reflects the Company's commitment to be a leader in the generics space
and offer value added formulations based on its Novel Drug Delivery System (NDDS)
The company's NDDS focus is mainly on the development of NDA/ ANDAs of oral
controlled- release products for the regulated markets. The Company's first significant
21
international success using the NDDS technology platform came in September 1999,
The research areas for drug discovery at Ranbaxy are anti-infective, inflammatory /
respiratory, metabolic diseases and Oncology. Presently, the Company has 10 programs
in the area of NDDR including one NCE in Phase-II clinical trials. The Company has
received approvals to commence Phase I studies in India on its NCE molecule for
Dyslipidemia. In addition, the Company also has a number of other pre-clinical leads in
various segments.
Ranbaxy also has a global alliance in the area of drug discovery and development with
GlaxoSmithKline Plc. Presently two research programs have been initiated under this
alliance.
22
Vision & Aspirations
be amongst the Top 5 global generic players and aims at achieving global sales of US $5
Bn by 2012.
People
constantly inspires its people to innovate, achieve excellence and set new global
benchmarks. Driven by its vision to become a global leader the Company reinvents itself
Driven by the passion of its over 12,000 strong multicultural workforce comprising 50
leadership position
Board of Directors
At the helm of the entire operations is the experience and able direction of the people
who make it all happen. Ranbaxy acknowledges their inspiring stewardship and
indefatigable work.
23
24
Board of Directors
Dr. P. S. Joshi
25
Executive Team
The Executive Committee is an apex body at Ranbaxy that oversees Company's global
functioning. The group deliberates on important Company issues steering it in the right
direction. The Committee ensures that all decisions are taken in the best interest of the
discussed, analyzed and concluded through exchange of ideas, reflecting the Company's
26
Dr. Brian W. Tempest Mr. Atul Sobti
Chief Mentor & MR. MALVINDER MOHAN Chief Operating Officer
Executive Vice SINGH
CEO &
M ANAGING
D IRECTOR
• Strong brand building capabilities, reflected in the fact that 20 brands feature in
the “Top-300 brands of the Industry” list. The leading 5 brands are Sporidex
Volini (Diclofenac)
across India, and an excellent franchise with both Generalists & Specialists. This is
29
• With a futuristic approach, the India operations attempts to capitalize on the fast-
Vaccine), which require competencies to propagate the newer concepts in the market
place. These products are being in-licensed or taken on Co-promotion from Sanofi
Pastuer
(Faropenem) have been launched for the first time in India. Ranbaxy is championing
c) Dry Power & Metered Dose Inhalers have been launched in the Respiratory
segment. All Metered Dose Inhalers are HFA based formulations, environment
friendly inhalers. It is for the first time in India, that a company has launched its entire
HFA propellant based MDI range. The world’s first novel product, Osovair
market.
Logistics” This ensures that the cold chain, vital for product efficacy, is maintained.
e) A slew of products have been launched in the Dermatology segment: Sun cross
30
At a Glance
31
Ranbaxy views its R&D capabilities as a vital component of its business strategy that
will provide the company with a sustainable, long-term competitive advantage. The
company today has a pool of 1,200 scientists who are engaged in path-breaking
research.
The robust R&D environment within the company for both drug discovery &
and offer value added formulations based on the Company's Novel Drug Delivery
R&D INFRASTRUCTURE
Ranbaxy is among the few Indian pharmaceutical companies in India to have recognized
the importance of Research & Development (R&D) and invested early in it. The first
research activity at Ranbaxy was initiated way back in the year 1973. Later when
Ranbaxy drew its ambitious global plans, it embarked on R&D in a significant way by
Delhi) in India, with dedicated facilities for generics research and innovative research.
The prowess of Indian scientists is widely acknowledged today and it is believed that the
cost of developing a new drug in India can be one third to one fifth of doing the same, in
Worldwide Operations
32
Global Pharma Companies are experiencing an ever changing landscape ripe with
new global benchmarks. Our people have consistently risen above all challenges
space.
Africa
Europe
India
33
North America
Asia Pacific
Global API
Latin America
CIS
Manufacturing Facilities
34
Ranbaxy has world-class manufacturing facilities in 11 countries namely Brazil, China,
Ireland, India, Japan, Malaysia, Nigeria, Romania, South Africa, USA and
Vietnam. Its overseas facilities are designed to cater to the requirements of the local
regulatory bodies of that country while the Indian facilities meet the requirements of all
International Regulatory Agencies. Some of the agencies such as MCA-UK, MCC-
South Africa, FDA-USA and TGA-Australia, have audited and approved Ranbaxy’s
manufacturing facilities for the compliance with international Good Manufacturing
Practices and have registered its products for safety, quality and efficacy.
35
Products
Using the finest R&D and Manufacturing facilities, Ranbaxy Laboratories Limited
The Company remains focused on ascending the value chain in the marketing of
forms sales.
Ranbaxy's diverse product basket of over 5,000 SKUs available in over 125 countries
worldwide, encompasses a wide therapeutic mix covering a majority of the chronic and
acute segments. Healthcare trends project that the chronic treatment segments will
outpace the acute treatment segments, primarily driven by a growing aging population
segments, clearly indicates that the Company has strengthened its presence in the fast-
Top 20 Molecules
• Simvastatin
• AmoxiClav Potassium
• Isotretinoin
• Ketorolac Tromethamine
36
• Cefuroxime Axetil
• Cephalexin
• Clarithromycin
• Ginseng+Vitamins
• Ranitidine
• Cefaclor
• Cefpodoxime Proxetil
• Efavirenz
• Fenofibrate
Ranbaxy views its R&D capabilities as a vital component of its business strategy that
will provide the company with a sustainable, long-term competitive advantage. The
company today has a pool of 1,200 scientists who are engaged in path-breaking research.
The robust R&D environment within the company for both drug discovery &
development reflects the Company's commitment to be a leader in the generics space and
offer value added formulations based on the Company's Novel Drug Delivery System
37
NOVEL DRUG DELIVERY SYSTEMS (NDDS)
The NDDS research at Ranbaxy focuses on maximizing the overall therapeutic and
their performance and reducing their adverse event profile. Such innovation also helps to
The company's NDDS focus is mainly on the development of New Drug Applications
products for the regulated markets. The Company's first significant international success
using the NDDS technology platform came in September 1999, when Ranbaxy licensed
Company.
Ranbaxy's in-house NDDS programs are primarily focused on the oral segment.
In the oral NDDS space, Ranbaxy has already developed four platform technologies
For Arterolane (potential Anti-malarial candidate), the Company has obtained approval
from the Drug Controller General of India to initiate Phase III human clinical trials in
38
India. Ranbaxy plans to seek regulatory approval in other countries outside India to the
The Company’s potential drug candidate for Dyslipidemia RBx 10558, has been
global Contract Research Organization for clinical development for further development.
for Type-2-diabetes, a selective Phosphodiesterase 4-b inhibitor for COPD and Asthma,
and a novel antibiotic antibacterial for Community Acquired Respiratory Tract Infection.
The Company continues to forge ahead with its various research alliances, in order to
Significant progress has been made on two research programs, one each in the Anti-
infective and Respiratory segments, which are being pursued with GlaxoSmithKline
(GSK). Consequently, Ranbaxy and GSK have expanded the original agreement and
Ranbaxy now has the responsibility for advancing the selected compounds to ‘proof of
concept’ in man, whereby total milestone payments, excluding royalties, could exceed
plants are being evaluated as potential sources for novel pharmaceutical agents. The
Company also has collaborative research projects with other academic institutions in
R&D INFRASTRUCTURE
Ranbaxy is among the few Indian pharmaceutical companies in India to have recognized
the importance of Research & Development (R&D) and invested early in it. The first
research activity at Ranbaxy was initiated way back in the year 1973. Later when
39
Ranbaxy drew its ambitious global plans, it embarked on R&D in a significant way by
Delhi) in India, with dedicated facilities for generics research and innovative research.
The prowess of Indian scientists is widely acknowledged today and it is believed that the
cost of developing a new drug in India can be one third to one fifth of doing the same, in
40
Collaborative Research
We believe that networking in R&D is key for accelerated progress. We have developed
major strengths in the areas of Chemical Research, Bio-equivalent generics and Novel
Drug Delivery System (NDDS). We have taken initiatives to create infrastructure and
capabilities in the area of New Drug Discovery Research. We have state-of-art research
GlaxoSmithKline
Cipro OD Technology Out Licensed - Bayer
Statin molecule out licensed to PPD, USA
Our Focus
Metabolic Diseases
Respiratory/ Inflammatory
Anti-Infectives
Oncology
We seek partners for -
conceptual stage.
41
Multiparticulate
Modified matrix
Gastroretentive
Aerogel
Pharma Research
Current
Soft gel
Dispersible tabs / chewable tabs
Taste masking
Gels
Effervescent
We seek opportunities for
products.
42
Company Profile
Ranbaxy has a strong element of Corporate Social Responsibility inscribed in its values
and its concern for the society extends well beyond its business motives. The company
does not view success and achievements in terms of commercial gains only but
firmly believes that corporate social responsibility is the key for providing a deep
symbiotic relationship that exists between the company and the environment it
functions. Over two decades ago, in 1979, in the wake of grim health scenario of India,
Ranbaxy realized the urgency to reach out to those who had little or no access even to
basic health care and instituted ‘Ranbaxy Rural Development Trust’. The main objective
of the programme was to deliver primary health care to the underserved and
underprivileged section of the society to achieve positive health for them and thus to
contribute to the national objective ‘Health For All’. As the scope of the programme and
independent body ‘Ranbaxy Community Health Care Society’ (RCHS) was established
against the backdrop of full moral and financial support of the company.
43
Ranbaxy’s mission is to become a Research-based International Pharmaceutical
Ranbaxy, India’s largest pharmaceutical Company and one of the Top 10 generic
pharma players worldwide, is also one of the largest ANDA (Abbreviated New Drug
Application) filers with the US FDA. USA is the world’s most developed
pharmaceutical market and the largest market for Ranbaxy. The Company continues to
around 10% of its targeted turnover of US$ 2 Bn by 2007. With a state-of-the-art fully
operational R&D center housing close to 1000 scientists in three blocks, and a fourth
destination discovery.
44
There is a winning chemistry working ceaselessly at Ranbaxy. Much more than creating
new products, it is creating new possibilities. This is the chemistry of Team Ranbaxy. A
and Technology. It is this unique chemistry that has made us what we are... India's first
transnational. The largest Indian Pharma Company ranked among the top 10 global
generic pharma companies. A vibrant, research-based global player, surpassing the US$
ourselves and constantly rise up the value chain is driven by a strong emphasis on
delegation, rewarding commitment and creating opportunities for every single team
member a family of around 9000 individuals with a common Vision for 2012.
Infrastructure
The Society currently operates 7 mobile health care vans and 1 urban family welfare
center in the northern and central parts of India covering 90 villages and urban slum
localities having a population of about 2 lacs. Each mobile health van is managed by a
team of one doctor, one Auxiliary Nurse Midwife (ANM) and one driver. A team of 34
45
personnel’s, which include 9 doctors and 15 paramedical, are devoted full time to this
programme.
Each van is equipped with provisions for doing minor procedures like copper-T insertion
or vasectomy, immunization, laboratory tests and antenatal check up and is also fitted
Ranbaxy is fully committed to achieve Environment, Health & Safety (EHS) excellence
and conduct its activities in the most responsible manner. Over the years, importance of
EHS has been stressed and extensively promoted as a corporate culture within Ranbaxy.
It is also clearly reflected and well defined into Ranbaxy’s value statements of
“Managing our operations with high concern for safety and environment” and “Be
Thinking and working responsibly so that the employees, the community at large, and
the environment including the natural resources, are protected leaving minimal
excellence, Ranbaxy has adopted a top down approach and embraced the principles and
codes of best EHS practices into its redefined world class EHS Management System.
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INTRODUCTION TO PROJECT
Objective
The objective is the assessment of increase in sales of Volini Gel and Spray in
DEHRADUN taking the following factors into consideration while doing the survey.
• Impact on prescription.
• Suggestion of Trade.
• Impact of seasonality.
Product Information
• Background
RGCH Sales & Distribution take over the brand in Jan ˈ07
o Doctors
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o Chemist Recommendations
o Word of mouth
• Product
Ingredients:
o Diclofenac:
o Methyl Salicylate:
o Menthol:
• Usage
• Packaging
SKUs
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o Spray : 35 gm M.R.P. Rs 65.00
Indicated in:
o Joint pain
o Muscular pain
o Back pain
• Packaging
SKUs
Promotion
• Trade promotion
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Operates schemes like 11+1
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PRODUCT ANALYSIS
OTC (over the counter) pharma brands such as Revital, Pepfiz and Smile, has decided to
Saatchi & Saatchi bagged the creative duties for Volini following a multi-agency pitch.
Both the agency and the pharma company say the advertising budget for this brand alone
is Rs 10 Crore.
Volini comes in gel, spray and tablet forms. The brand will be relaunched in September
veterans such as Iodex, Moov and Amrutanjan. The collective size of the balm market
A source close to the development informs agency facts that during the pitch, the
agencies were asked to compute a complete strategy to firmly entrench the brand within
the category. The idea is to position Volini as a brand that consumers would like to
reach out to when they need it and thus create top of the mind recall.
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The source reveals that Volini products will have a completely different positioning
from their direct competitors. The media mix comprises of print and television.
Over 38 years ago, peter drucker deserved that a company first task is “to create
customer”. However, customer face a vast array of product and brand choices, prices,
and suppliers. How do they make their choices we believe that customers estimate which
offer will delivers the most value customers are value maximizes, within the bound of
search costs and limited knowledge, mobility, and income they form an expectation of
value and act on it. Whether or not the offer lives up to the value expectation offer both
Our premise is that customer will buy from the firm that they see as offering the highest
precision value.
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CONSUMER SATISFACTION
Today’s companies are facing their toughest competitors ever. Therefore companies
need to more rapidly into new economy and employ internet, wireless and other
Here is big question that how companies can go about wailing customers and out
performing competitors. The answer lies in doing a better job of meeting or exceeding
“John chambers , CEO of Cisco systems put it will “Make your customer the center
of your culture” companies are adept at building customers, not just product, they are
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TOTAL CUSTOMER SATISFACTION
Whether the buyer is satisfied after purchase depends on the offer’s performance in
(or out come) in relation to his or her expectations. If the performance falls short of
the customer is satisfied. It the performance exceeds expectations the customer highly,
satisfied or delighted.
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MEASURING SATISFACTION
Although the customer centered firm seeks to create high customer satisfaction, that is
not main goal. If the company increases customer satisfaction by lowering its price or
The company might be able to increase its profitability by means other than increased
R&D) ultimately, the company must operate on the philosophy that it is trying to deliver
When customers rate their satisfaction with an element of the company’s performance
say, delivery the company need to recognize that customers vary in how they define
good delivery. It could mean early delivery, on time delivery, order completeness and so
on. Yet if the company had to spell out every element in detail, customer would face a
huge survey questionnaire. The company must also realize that two customers can report
being “highly satisfied” for different reasons one may be early satisfied most of the time
and the other might be hard to please but was pleased on this accession.
Cleans formal has developed the American customer satisfaction index (ACSI) to
measure the perceived satisfaction consumers feel with different firms, industries,
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RANBAXY CONSOLIDATES PRESENCE IN DERMATOLOGY SEGMENT
trademarks, product dossiers and marketing rights from Ochoa Laboratories Limited
(Ochoa) for its entire range of Dermatological and Lifestyle products. The acquired
brands command considerable equity with doctors and are market leaders in their
products enjoy high margins because of their novelty and brand appeal and will be
Commenting on the acquisition, Mr. Malvinder Mohan Singh, Chairman, CEO & MD,
Ranbaxy, said, “The move strengthens Ranbaxy’s domestic presence and market share in
Deramatology, a high-growth therapeutic segment, for the company. I believe, the Indian
pharmaceutical space is ripe for consolidation and Ranbaxy’s intent is to accelerate this
trend with a view to reach commanding positions, especially in the high value chronic
Mr Sanjeev Dani, Senior Vice President & Regional Director, Asia & CIS, Ranbaxy, said,
the vast potential of these brands while consolidating our product portfolio in
Dermatology.”
The current market size of the Dermatology segments in India is approximately Rs. 1950
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Ranbaxy already has a strong presence in the dermatology market including steroids with
products such as Zole-F, Suncros, Efflora, Fucidin and Teczine, among others.
developed markets and significant progress in New Drug Discovery Research. The
Company’s foray into Novel Drug Delivery Systems has led to proprietary "platform
serving its customers in over 125 countries and has an expanding international portfolio
57
RESEARCH
METHODOLOG
Y
58
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY
6. Findings
7. Suggestions
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RESEARCH METHODOLOGY
scientifically. In it we study the various steps that are generally adopted by a researcher
in studying his research problem along with the logic behind them.
Researcher also need to understand the assumptions underlying various techniques they
need to know the criteria by which they can decide that certain techniques & procedures
The scope of research methodology is wider than that of research method. Thus when
we talk of research methodology we will not only talk of the research method but also
consider the logic behind the methods we use in the context of our research study and
explain why we are using a particular method or techniques and why we are not using
others so that the research result are capable of being either by researcher himself or
others. Why a research study undertaken, how the research problem has been
undertaken, how the research problem has been define, in what way and why the
hypothesis has been formulated. What data have been collected and what particular
method has been adopted why particular techniques of data collections has been used
and a host of similar other questions are usually answered when we talk of research
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In research methodology, research process, research design, sampling design method of
RESEARCH PROCESS
Research process consist of action or steps necessary for effective carry out research and
1. Formulating the Research problem- The best way of understanding the problem
is to discuss it with ones own colleagues or with those having some expertise in the
matter.
its should be written down. At this function research should undertake extensive
4. Preparing the research design- The research problem has bee formulated in
clear cut terms. The researcher will be required to prepare a research design. Basically
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5. Determining the sample designs- All the items under consideration in any field
of inquiry constitute a universe or population. There are two types of sampling method
- Random sampling
RESEARCH DESIGN
In this research project descriptive research design are designed. Because descriptive
research studies are those studies which are concerned which describing the
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SAMPLE DESIGN
1. Type of universe
2. Sampling unit
3. Source list
5. Parameters of interest
6. Budgetary constraint
7. Sampling procedure
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METHOD OF SAMPLING DESIGN
1. Random sampling
2. Non-Random sampling
Random Sample: Random Sampling method is any method of sampling that utilizes
some type of random selection is the most important type of sampling. A ransom sample
allows a known probability to each unit when being selected. Such sampling is very
commonly used in lotteries and raffles. For ransom selection the researcher has to assure
that the different units in the population have equal probability of getting selected. For
this now a days one uses computer for generating random number for random sampling.
Non –Random Sampling: This type of sampling does not include any basis for
estimating the probability of including units of population in the sample. The units of
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METHOD OF DATA COLLECTION
In this research project simple questionnaire method are used. Questionnaire method is
that method where a questionnaire is gives to the person which is concerned with the
1. There is low cost when the universe is large and is widely spread geo graphically.
Marketing research has become most important tool for decision making in the field of
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maximization of net profit by producing such products that fulfill
Thus marketing research is a systematic gathering, recording and analysis of data about
the problem facing the company. It helps the marketing manager to develop and analyze
new information, which is further helpful in developing marketing strategy. Now it can
be said that marketing research covers a very wide variety of activities ranging from
analysis of marketing potential and market share to studies of customers satisfaction and
purchase intention.
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METHODOLOGY
The basic needs of any research are data and method of collecting it. Data is an
information on the basis of which inference are drawn, therefore, data become a very
important and vital factor in research study. The main purpose behind framing a
methodology is to desirable the research procedure which includes research design, data
RESEARCH DESIGN
This is the comprehensive master plan of the study undertaking given the general
statement of the method used and procedure followed. It help the researcher to insure
that the requisite data, in accordance with the topics of the study of all the aspects of
corporate management, it will also be consist of detail understanding all the competitive
brands , and an Questionnaire study will be conducted of own was descriptive in nature.
which vending machine is operating and tries to take an appointment so that I can
explain about my product. The purpose of this study is to insure about the “which type
of vending machine is installed in the company”. Thus, the research design used for
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COLLECTION OF DATA
DATA SOURCE: The various source of information can be broadly divided into two
categories.
Primary source
Secondary source
Primary source: Sources from where first hand information is gathered directly are
called PRIMARY DATA. In case of the above study, companies provided primary only
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DATA COLLECTION METHOD
Questionnaire
In the above-mentioned method, questionnaire methods were mainly used for the
undertaken topic. Survey method was mostly used for collecting data through
Questionnaire study with the helped of the framed questionnaire. regarding survey a
detailed study are conducted which is consists of areas covering of all the aspects of
corporate sector, this survey is also includes the detail understanding of all the
the physiology of the competitors, further, an study will be conducted of own walk in
different companies to identify the hidden opportunities in the near by areas, according
to the need and permission of the very organization on behalf on which I was appointed
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LIMITATIONS
Although all the efforts have been made to make the results as accurate as possible. Yet
the survey suffers from some limitations. Following are some of the limitations of the
study. The purpose of mentioning these limitations is not to dilute the quality of the
results rather to enable the reader to judge the validity of the result regarding the study.
Following are some limitation of the study.
Last but not the least weather was the most important constraint because it changes
continuously. However, the limitation has been judiciously counter balanced as far as
practicable. However the research of this type cannot be absolutely fixed in a perpetual
framework of time but in spite of some inherent limitations, think that the very report
may be useful for the particular organization
Sampling Plan
I by myself decided to visit the places and peoples located in and around Delhi. I was
free to choose my areas where I want to work. Since the college was located in the east
region of national capital region i.e. Sahibabad, i choose to work near in and around
areas of the college, so the places where shopping plans, business firms have come out
over the industrial belt where several mobile users where easily available.
The conversation was spontaneous and pre-appointed were to collect the sample. But the
most of the places I visited spontaneously so as to know the image of the products. The
main motive was to find out the answers to the questionnaire. We filled the
questionnaire on behalf of the people so as to know the prospects and interest of the
people and their minds. Sampling Plan
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SWOT ANALYSIS
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SWOT ANALYSIS
SWOT:
Analysis is important technology by the company can reap its position future and can
over comes its negative aspects. Therefore, swot analysis plays an important role of
formulating the business strategies for any company, which is obvious best on its
SWOT ANALYSIS
Each business needs to evaluate strengths and weaknesses periodically. In examining its
pattern of strengths and weaknesses, clearly the business does not have to correct all of
its weakness nor gloat about all of its strengths. The big question is whether the business
should limits itself to those opportunities where it now possesses the required strengths
or should consider better opportunities where it might have to acquire or develop certain
strengths.
Opportunities can be listed and classified according to their attractiveness and the
success probability. The company’s success probability depends on whether its business
strengths not only match the key success requirements for operating in the target market
but also exceed those of its competitors. Mere competence does not constitute the
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competitive advantage. The best performing company will be one of that can generate
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SWOT ANALYSIS OF RANBAXY
3. Well built customer interface which is one of the highest customer coverage across
India.
4. With the futuristic approach the India operations attempts to capitalize on the fast
emerging high growth segments with innovative products & services.
6. Has a dedicated well-equipped Technical team, sales and support teams for 24/7
assistance.
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Opportunity for the organization
3. Ranbaxy should concentrate on small accounts also like other strong competitors
in the market.
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DATA
ANALYSIS
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DATA ANALYSIS AND INTERPRETATION
YES - 55%
NO -35%
60%
50%
40%
YES
NO
30%
Can't Say
20%
10%
0%
1
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2- Which topical analgesics do you sell most?
MOOV - 33%
IODEX - 22%
ZANDU - 7%
VOLINI - 15%
AMURTANJAN - 6%
MOOV
IODEX
ZANDU
HIMANI FAST RELIEF
VOLINI
AMURTANJAN
ANY OTHER
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3- Which SKU you sell most?
28 gm Gel - 50%
35 gm Spray - 5%
55 gm Spray - 25%
15 gm Gel
28 gm Gel
35 gm Spray
55 gm Spray
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4- What is your feedback for VOLINI T.V. advertisement?
O.k. - 28%
Good - 24%
V.Good - 20%
O.K
Good
V.Good
Trial Generating
Clutter Breaking
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5. Have you seen the advertisement of VOLINI?
YES
NO
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6.What is your feedback for ?
15 gm Gel
35 gm Spray
90%
80%
70%
60%
50%
15 gm Gel
40% 35 gm S pray
30%
20%
10%
0%
15 gm Gel 35 gm S pray
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7:Do you advise or recommend medicines for pain to the
customers:
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8. Who are these consumers:
84
9: What you feel about prescription:
85
10. How many prescription do you get in a day:
86
11. Total quantity sell in a day:
87
12. Reasons behind the increase in sale of VOLINI:
88
13.Do you feel seasonality affects on the sale of Volini:
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FINDINGS
According to the data analysis of my survey the following points are shorted out by me
regarding the VOLINI gel and spray:
• There is a very good market growth reported in the VOLINI gel but not in the
spray. This is due to-
I. Sample price.(Quantity/price)
V. Proper advertisement.
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LIMITATIONS
Despite the possible efforts in concluding the research, they were some unavoidable
situations, which limited the scope of the project.
• Time was the biggest constraint as all questionnaires were to be filled in person to
actual views, but all efforts were made to get information relevant to the research.
• There may be some diversions in views as some people might give false
information in questionnaire, as they might not be in filling the form.
• The sample size of 250 is small so there may be difference in the reality and the
findings.
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CONCLUSION
The project on corporate marketing gives the deep understanding of all the aspect of
corporate marketing, which covers all the key area of selling along with all the glamour
features such as brand reflecting, ambience, soothing music, staff with the apt attitude to
provide all the comfort required by the customers. I have tried my level best to cover all
the aspect of corporate marketing survey of VOLINI (Ranbaxy’s) along with the
competitor’s analysis of the pain reliever products either cream or gel. Inspite of some
limitations, the project is completed covering the detail study of marketing survey.
Really, this project was like a challenge for me, I have accepted and completed with the
best of my efforts, knowledge and skills. The study gives some of the conclusion, which
is follows:
market.
business.
pharma products.
The companies are not trying to retain the customers; they are
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Though there is a stiff competition between different topical
to their qualities.
topical analgesics.
using.
within the country but also having their business outside the
country with these brands. It makes me feel top of the world when
RANBAXY.
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RECOMMENDATION
94
RECOMMENDATION
RECOMMENDATION
(1) Company should advertisement through various ways i.e. advertisement through
most readable magazines, news papers, which directly focus on the customers mind .
(2) As we have seen in the study persons are must affected by price & quality factor.
The company should concentrate over the price factor of the program so that new
customer could be attracted to wards the program although quality factor of the product
is very good.
(3) The company must conduct the satisfaction survey time to time so that company
could know the satisfaction level of the consumer. It will be more beneficial to company
(4) Most of the person, who participated in the survey, has said that the program should
(5) The price should be kept low in comparison to competitors product price & provide
maximum consumer satisfaction with best quality, which will increase sales volume.
(6) The awareness about the product is low in comparison to other strong competitor
like MOOV; the company should be more concentrate to increase the awareness of
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QUESTIONNAIRE
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QUESTIONNAIRE
Yes________ No ________
(b) Iodex
(c) Zandu
(d) HFR
(e) Amurtanjan
(f) Volini
(g) Any other
Yes________ No ________
Yes________ No ________
(a) 15g. Gel (b) 28g. Gel (c) 35g sprays (d) 55g. Spray
(a) Prescription (b) 15g SKU (c) T.V. add (d) chemist push
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(e) seasonality (f) new consumers (g) any other
28g 35g
55g
Better Good Ok
15g gel=>
35g spray=>
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13: Has it increases your no. of consumers:
Yes___________ No___________
15: What would you like to suggest for increase the sale of VOLINI:
(a)
(b)
(c)
(d)
15 g Gel __________
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BIBILIOGRAPHY
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BIBILIOGRAPHY
CONCERNED BOOKS
MAGAZINES
NEWSPAPERS
INTERNET
www.google.com
www.ranbaxy.com
www.ask.com
www.yahoosearch.com
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