Final Report

Project Report on
Market Survey Conducted on New Launched Products of Zydus Cadila
Zydus Cadila Ltd.

(Strategic Marketing Cell)
By Jay .A. Nirmal

MBA I
Project Manager Mrs. Babita Goyal

Strategic Marketing Cell
Amrut Mody School of Management
Page | 1 Strategic Marketing Cell, Zydus Cadila Ltd.
July 2011
ACKNOWLEDGEMENTS
The objective of summer training is to give a budding management student a good exposure to both knowledge and corporate life. Internship at Zydus Cadila has been a great learning experience. First of all, we would like to be grateful to The Almighty for his eternal blessings. We wish to express profound gratitude to Mr. Ashish Kaushal, Strategic Marketing Cell, for giving valuable inputs regarding the scenario of Pharmaceutical market and explaining my objective for the project. We are indebted to Mrs. Babita Goyal, Strategic Marketing Cell, for their continous support and guidance throughout the project. We would like to thank Ms. Monali Chatterjee, Faculty Mentor for her guidance and valuable suggestions. We would also like to thank colleagues and friends who have helped during the project work.
TABLE OF CONTENTS
1) Executive Summary..5 2) Objective, Scope & Limitation.6 3) Industry & Company Orientation.7 a. Industry overview.7 i. Introduction.,7 ii.Growth Scenario7 iii.Future Prospects7 iv.Characteristics of Indian Pharmaceutical Industry8 b. Prominent players in the Industry.9 c. Brief Summary of the company10 i. Active Pharmaceutical Ingredients plant..10 ii.Formulation plant..11 iii.Global Operations.11 iv.Products12 v.Basic Research..13 d. Therapeutic uses of the molecule..13 e. Porters five-force model..15 4)
Activities done in SIP
16
a. Research Objective...16 b. Research Methodology.16

c. Data Collection..17 d. Survey findings and Analysis17 i. Overall selling17 ii.Analysis of Individual molecule & its respective brand19
1. Lacosamide19
2. Sodium Valproate..23
3. Telmisartan28 4. Metoprolol.36 5. Rosuvastatin..43 iii.Overall availability.49 iv.Overall familiarity..51 v.Factors affecting availability of drugs in medical store.53 vi.Factors affecting availability of drugs for Zydus Cadila...53 vii.Feedback from medical store owners....54 5) Suggestions....55 6) Conclusion.56 7) Bibliography...57 8) Appendix....58
EXECUTIVE SUMMARY
This report focuses on finding out the availability of some of the new launched products of Zydus Cadila. Molecules dealt with in this report are Lacosamide, Sodium Valproate, Telmisartan, Metoprolol and Rosuvastatin and their respective Zydus Cadila brands are Lacasa, Epima Chrono, Inditel & Inditel AM, Sustamet & Sustamet AM and Zyrova & Zyrova F. For this, thorough study of literature work was done to ensure correct research methodology that comprised of selection of research design, sufficient sample size, data collection tool, type of sampling and sampling frame and an ideal questionnaire was prepared. Survey was conducted in Rajkot with intended sample size of 75 medical stores and their data recorded and analysed. Similarly, survey in Ahmedabad with intended sample size of 100 medical stores was done with their analysis. Information about selling, availability, familiarity and highest selling brands for each medical store was collected. Hospital wise data was also analysed for Ahmedabad survey. Hope this project report provides valuable insights regarding these brands and company find this data useful for making their strategies.
OBJECTIVE
The objective of the study is to find out the availability of the new launched products of Zydus Cadila. Brands to be checked for its availability are:
1) Lacasa (Lacosamide molecule) 2) Epima Chrono (Sodium Valproate molecule) 3) Inditel & Inditel AM (Telmisartan molecule) 4) Sustamet & Sustamet AM (Metoprolol molecule) 5) Zyrova & Zyrova F (Rosuvastatin molecule)
SCOPE
The study would provide a deeper insight about the availability of these molecules and thus we could make strategies for each of these molecules which will help in increasing availability and thus enhanced selling for the same.
LIMITATIONS
Data obtained from the market survey as such has no limitations except for the medical store owners giving information that may have slight deviation from the actual data. Hence the
data obtained for selling and availability may not be pin-pointed. However sufficient measures were taken to overcome these variations and reduce the errors generated as much as possible.
INDUSTRY AND COMPANY ORIENTATION

Industry Overview
Introduction
The Indian Pharmaceutical Industry today is in the front rank of Indias science-based industries with wide ranging capabilities in the complex field of drug manufacture and technology. 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.
Growth Scenario
India's pharmaceutical industry is now the third largest in the world in terms of volume. Its rank is 14th in terms of value. Between September 2008 and September 2009, the total turnover of India's pharmaceuticals industry was US$ 21.04 billion. The domestic market was worth US$ 12.26 billion. This was reported by the Department of Pharmaceuticals, Ministry of
Chemicals and Fertilizers. As per a report by IMS Health India, the Indian pharmaceutical market reached US$ 10.04 billion in size in July 2010. A highly organized sector, the Indian Pharma Industry is estimated to be worth $ 4.5 billion, growing at about 8 to 9 percent annually.
Future Prospects
The Indian pharmaceuticals market is expected to reach US$ 55 billion in 2020 from US$ 12.6 billion in 2009. This was stated in a report title "India Pharma 2020: Propelling access and acceptance, realising true potential" by McKinsey & Company. In the same report, it was also mentioned that in an aggressive growth scenario, the pharma market has the further potential to reach US$ 70 billion by 2020 Due to increase in the population of high income group, there is every likelihood that they will open a potential US$ 8 billion market for multinational companies selling costly drugs by 2015. This was estimated in a report by Ernst & Young. The domestic pharma market is estimated to touch US$ 20 billion by 2015. The healthcare market in India to reach US$ 31.59 billion by 2020. The sale of all types of pharmaceuticals and medicines in the country stands at US$ 9.61 billion, which is expected to reach around US$ 19.22 billion by 2012. Thus India would really become a lucrative destination for clinical trials for global giants. There was another report by RNCOS titled "Booming Pharma sector in India" in which it was projected that the pharmaceutical formulations industry is expected to prosper in the same manner as the pharmaceutical industry. The domestic formulations market will grow at an annual rate of around 17% in 2010-11, owing to increasing middle class population and rapid urbanisation.
Characteristics of Indian Pharmaceutical Industry

The Indian Pharmaceutical sector is highly fragmented with more than 20,000 registered units. It has expanded drastically in the last two decades. The leading 250 pharmaceutical companies control 70% of the market with market leader holding nearly 7% of the market share. It is an extremely fragmented market with severe price competition and government price control.
The pharmaceutical industry in India meets around 70% of the country's demand for bulk drugs, drug intermediates, pharmaceutical formulations, chemicals, tablets, capsules, orals and injectibles. There are about 250 large units and about 8000 Small Scale Units, which form the core of the pharmaceutical industry in India (including 5 Central Public Sector Units). These units produce the complete range of pharmaceutical formulations, i.e., medicines ready for consumption by patients and about 350 bulk drugs, i.e., chemicals having therapeutic value and used for production of pharmaceutical formulations. Following the de-licensing of the pharmaceutical industry, industrial licensing for most of the drugs and pharmaceutical products has been done away with. Manufacturers are free to produce any drug duly approved by the Drug Control Authority. Technologically strong and totally selfreliant, 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.
Prominent players in the industry

Top 10 Pharmaceutical Companies in India: 1. Ranbaxy 2. Dr Reddy's Laboratories 3. Cipla 4. Sun Pharma Industries
5. Lupin Labs 6. Aurobindo Pharma
7. GlaxoSmithKline Pharma (GSK)

8. Cadila Healthcare 9. Aventis Pharma

10. Ipca Laboratories
For the molecules that are to be surveyed, their competitor companies are as follows: Lacosamide Sodium Valproate Torrent Pharma Sun Pharma Lupin pharma Abbott pharma Intas pharma Unichem pharma USV pharmaceuticals Torrent pharma Ipca laboratories Micro laboratories USV pharmaceuticals Ipca laboratories USV pharmaceuticals Dr. Reddys laboratories Lupin pharma Ajanta pharma Glaxosmithkline Intas pharma Astra Zeneca Cipla Sun Pharma Sun pharma Lupin pharma Sun pharma Glaxosmithkline Astra Zeneca Ranbaxy Telmisartan Metoprolol Rosuvastatin
Brief summary of the company
Zydus Cadila is a global healthcare provider and one of the top five pharma companies in India. The company was founded by Late Mr. Ramanbhai B. Patel in 1952 and went on to become the second largest pharma company in the early 1990s.
The company spearheaded by Mr. Pankaj R. Patel, Chairman and Managing Director has crossed the billion dollar mark in its turnover in FY11.
The group was declared the 'Emerging Company of the Year' by the Economic Times Awards for Corporate Excellence 2010.
In 2001 the company acquired another Indian pharmaceutical company called German Remedies. On June 25, 2007, the company signed an agreement to acquire 100 per cent stake in Brazils Quimica e Farmaceutica Nikkho do Brasil Ltda (Nikkho) for around 26 million dollars.
Active Pharmaceutical Ingredients plants:

The company makes active pharmaceutical ingredients at three sites in India:
1) Ankleshwar plants 2) Vadodara plant 3) Patalganga plant
Formulation Plants:
The company operates from multiple locations:
Zydus Tower Moraiya plant Ankleshwar plant
Zydus - BSV(SEZ, Matoda) Zydus Technologies Ltd.(SEZ, Matoda) Nutralite Manufacturing Fascility (Changodar)
Dabhasa plant Vatwa plant Zyfine plant (Changodar) Zydus Research Centre (Changodar) Zydus Hospira Oncology Pvt. Ltd. (SEZ, Matoda)
Navi Mumbai plant Mumbai Business Office Goa plants Baddi plant Sikkim plant
Global operations:
Zydus Cadila has strong global operations to market both formulations and APIs. With operations in U.S.A., Europe, Latin America, Japan and over 40 emerging markets across the world, Zydus Cadila is a global healthcare provider. The group also manufactures and markets a wide range of intermediates and APIs.
Products:
From nine pharmaceutical production operations in India as well as a major R&D operation Zydus Cadila develops and manufactures a large range of pharmaceuticals as well as diagnostics, herbal products, skin care products and other OTC products. The company also makes EverYuth Naturals Walnut Scrub & Ultra Mild Scrub -India 's leading scrub brand , EverYuth Naturals Golden Glow Peel-Off-the no. 1 in the peel-off category and a face wash range .It is also the maker of Sugar Free, India's most popular artificial sweetener and Nutralite, India's most popular cholesterol-freemargarine. Intermediates and APIs Specialty chemicals, fine chemicals Advanced intermediates High end bulk actives Investigational bulk actives Formulations Oral dosage forms (Tablets, hard and soft gel capsules) Injectables (Sterile liquids and lyophilised) Inhalers, transdermals, suppositories and vaccines Formulation development for ANDA candidates at a dedicated Pharmaceutical Technology Centre Development of specialised dosage forms
Basic research

Diabetes, obesity, cardiovascular diseases Inflammation, pain Oncology Biologics Biosimilar therapeutic proteins Biosimilar monoclonal antibodies
Page | 13
Strategic Marketing Cell, Zydus Cadila Ltd.
Biosimilar and novel biologics Vaccines Infectious diseases
Therapeutic Use of the molecules

1) Lacosamide: Lacosamide is used in combination with other medications to control certain types of seizures. Lacosamide is in a class of medications called anticonvulsants. It works by decreasing abnormal electrical activity in the brain.
2) Sodium Valproate: Valproic acid is used alone or with other medications to treat certain types of seizures. Valproic acid is also used to treat mania (episodes of frenzied, abnormally excited mood) in people with bipolar disorder (manic-depressive disorder; a disease that causes episodes of depression, episodes of mania, and other abnormal moods). It is also used to prevent migraine headaches, but not to relieve headaches that have already begun. Valproic acid is in a class of medications called anticonvulsants. It works by increasing the amount of a certain natural substance in the brain.
3) Telmisartan:
Telmisartan is used alone or in combination with other medications to treat high blood pressure. Telmisartan is in a class of medications called angiotensin II receptor antagonists. It works by blocking the action of certain chemicals that tighten the blood vessels, so blood flows more smoothly.
4) Metoprolol:
Metoprolol is used alone or in combination with other medications to treat high blood pressure. It also is used to prevent angina (chest pain) and to improve survival after a heart attack. Extended-release (long-acting) metoprolol also is used in combination with other medications to treat heart failure. Metoprolol is in a class of medications called beta blockers. It works by relaxing blood vessels and slowing heart rate to improve blood flow and decrease blood pressure
5) Rosuvastatin:
Rosuvastatin is used together with lifestyle changes (diet, weight-loss, exercise) to reduce the amount of cholesterol (a fat-like substance) and other fatty substances in your blood. Rosuvastatin is in a class of medications called HMG-CoA reductase inhibitors (statins). It works by slowing the production of cholesterol in the body.
PORTERS FIVE FORCE MODEL
Threat of new Entrants (LOW)
-High entry barriers -High tech industry -High capital requirement
Bargaining power of Suppliers (LOW)
Existing players (HIGH)
Bargaining power of Customers (AVERAGE) Page | 15
Threat of Substitutes (HIGH)
Cut throat -Many small scale suppliers available -Contract manufacturing with smaller companies competiti on -High for nonprescription drugs -Low for prescribed drugs
-Pharma market is huge with thousands of companies producing similar products
RESEARCH WORK
RESEARCH OBJECTIVE
To find out the availability of new launched products of Zydus Cadila.
RESEARCH METHODOLOGY
1) Type of Research Design: Descriptive research This is because we will be reporting what has happened or what is happening with their underlying causes. There is no control over the variables which in our case is the schemes offered by competitor brands or their pricing. 2) Sample design: Stratified Random Sampling (Probability Sampling) Here the medical stores are first stratified according to the area and then they are randomly selected from it. 3) Sampling Frame: Medical Stores in Ahmedabad and Rajkot 4) Sample Size: 175 (100 from Ahmedabad & 75 from Rajkot)
DATA COLLECTION
Primary data is to be collected through Schedule. Secondary data is collected through interaction with private individual and reviewing published data.
SURVEY FINDINGS & ANALYSIS

From the survey conducted in Ahmedabad and Rajkot, following data was obtained.
Overall Selling
For each of the brands under survey, data of selling obtained for each of them are as under: For Ahmedabad: As seen from the table, Inditel and its combination brand have the highest selling among these brands, followed by Sustamet and its combination, Zyrova and its combination brand and finally, Epima Chrono and Lacasa with no selling at all.
Brands Lacasa Epima Chrono Inditel Inditel AM Sustamet Sustamet AM Zyrova Zyrova F Selling (in tablets) 0 55 2900 2340 1335 845 490 25
For Rajkot: As seen from the table, Inditel and its combination brand have the highest selling among these brands, followed by Epima Chrono, Sustamet and its combination, Zyrova and its combination brand and finally Lacasa with no records found of its selling data.
Brands Lacasa Epima Chrono Inditel Inditel AM Sustamet Sustamet AM Zyrova Zyrova F
Selling (in tablets) Not found 1050 3075 1790 810 30 380 120
Analysis of Individual molecule & its respective brand
For Lacosamide: (AHMEDABAD)
1) Selling data: Total selling data of Lacosamide molecule and its respective brand under consideration, Lacasa, is shown in the table as follows: Total selling of Lacosamide Total selling of Lacasa % selling 2795 0 0% Page | 19 Strategic Marketing Cell, Zydus Cadila Ltd.
2) Highest selling brands: Among the 13 medical stores that were keeping Lacosamide
molecule in their respective stores, Lacosam was found to be the highest selling brand in most medical stores which was followed by Lacoset. Lacasa was not found to be the highest selling brand in any one of the medical store.
Highest selling brands (out of 13 medical stores) Brands Lacosam Lacoset Preferred* 12 2
*total of the preferred column will be more than the total medical stores under consideration because of the fact that most medical stores have more than one brands that are among the highest selling brands for a particular molecule
3) Hospital wise analysis: Hospital wise analysis for Lacosamide molecule shows Lacosam as the highest selling brand near V.S. Hospital, L.G. Hospital and Civil Hospital. As no medical stores kept Lacasa brand, zero. selling data was obtained. % selling & % availability data is as follows:
% Selling V.S Hospital L.G. Hospital Rajasthan Hospital Civil Hospital Shardaben Hospital Kakadia Hospital 0 0 0 0 0 0
% Availability 0 0 0
Highest selling Brand Lacosam Lacosam N/A
0 0
Lacoam N/A
N/A
For Lacosamide : (RAJKOT)
1) Selling data: Total selling data of Lacosamide molecule and its respective brand under
consideration, Lacasa, is shown in the table as follows:
Total selling of Lacosamide Total selling of Lacasa % selling
Not found** Not found Not found
**This is because medical store owners were not willing to give their selling data.
2) Highest selling brands: Among the 4 medical stores that were keeping Lacosamide
molecule in their respective stores, Lacoset was found to be the highest selling brand in most medical stores which was followed by Lacosam and Chondro. Lacasa was not found to be the highest selling brand in any one of the medical store.
Highest selling brands (out of 4 medical stores) Brands Lacoset Lacosam Chondro Preferred 2 1 1
For Sodium Valproate: (AHMEDABAD)
1) Selling data: Total selling data of Sodium Valproate molecule and its respective brand
under consideration, Epima Chrono, is shown in the table as follows:
Total selling of Sodium Valproate Total selling of Epima Chrono
43240 55
% selling
0.127195%
2) Highest selling brands: Among the 4 medical stores that were keeping Sodium
Valproate molecule in their respective stores, Valparin was found to be the highest selling brand in most medical stores which was followed by Valprol, Enchorate, Epilex, Torvate, Valprosin, Diva & Diprox. Epima Chrono was not found to be the highest selling brand in any one of the medical store.
Highest selling brands (out of 94 medical stores) Brands Valparin Valprol Enchorate Epilex Torvate Valprosin Diva Diprox Preferred* 78 29 18 6 2 1 1 1
*total of the preferred column will be more than the total medical stores under consideration because of the fact that most medical stores have more than one brands that are among the highest selling brands for a particular molecule Page | 23 Strategic Marketing Cell, Zydus Cadila Ltd.
3) Hospital wise analysis: Hospital wise analysis for Sodium Valproate molecule shows
Valparin as the highest selling brand near all hospitals surveyed. % selling & % availability data is as follows:
Sellin g V.S Hospital L.G. Hospital Rajasthan Hospital Civil Hospital Shardaben Hospital Kakadia Hospital 0 0 0 0 0 0
Availabili ty 0 20 20
Highest selling Brand Valparin Valparin Valparin
0 0
Valparin Valparin
Valparin
For Sodium Valproate: (RAJKOT)
1) Selling data: Total selling data of Sodium Valproate molecule and its respective brand
under consideration, Epima Chrono, is shown in the table as follows:
Total selling of Sodium Valproate Total selling of Epima Chrono
15750 1050 Page | 24
% selling
6.666667%
2) Highest selling brands: Among the 4 medical stores that were keeping Sodium
Valproate molecule in their respective stores, Valparin was found to be the highest selling brand in most medical stores which was followed by Valprol, Enchorate, Epilex, Torvate, Valprosin, Diva & Diprox. Epima Chrono was not found to be the highest selling brand in any one of the medical store.
Highest selling brands (out of 68 medical stores) Brands Valparin Epilex Valprol Enchorate Valprosin Preferred* 78 29 18 6 2
For Telmisartan: (AHMEDABAD)
1) Selling data: Total selling data of Telmisartan molecule and its respective brand under
consideration, Inditel & Inditel AM, is shown in the table as follows:
Total selling of Telmisartan Total selling of Inditel % selling Total selling of Inditel AM % selling Combined selling (Inditel + Inditel AM) % selling
33890 2900 8.557096% 2340 6.904692 5240 15.46179
2) Combination sold: The following table shows the types of combination sold along with
the number and percentage of medical stores selling combination. H (Hydrothiazide) combination sells in most medical stores followed by AM (Amlodipine) combination.
Combination No. of medical stores selling (out of 97) % of total medical stores
-H 69
-AM 57
71.13402
58.76289
3) Highest selling brands: Among the 97 medical stores that were keeping Telmisartan
molecule in their respective stores, Telma was found to be the highest selling brand in most medical stores which was followed by Telsar; Telsartan; Telpres; Telmikind; Telvas; Tazloc and Telista, Ulsar, Telminorm, Sartel and Telmiride. Inditel was not found to be the highest selling brand in any one of the medical store.
Highest selling brands (out of 97 medical stores) Brands Telma Telsar Telsartan Telpres Telmikind Telvas Tazloc Telista Ulsar Preferred* 79 36 25 16 10 3 2 2 1
Telminorm Sartel Telmiride
1 1 1
4) Hospital wise data: Hospital wise analysis for Telmisartan molecule shows Telma as
highest selling brand near all hospitals surveyed. In addition, Telsar was also found to be highest selling near L.G. Hospital. % selling & % availability data is as follows:
Hospital
% Selling
% Availability 91.67 60 80
Highest selling Brand Telma Telma, Telsar Telma
V.S Hospital L.G. Hospital Rajasthan Hospital Civil Hospital Shardaben Hospital Kakadia Hospital
41.62 3.47 10.91
12.77 9.38
37.5 75
Telma Telma
100
22.92
Telma
For Telmisartan: (RAJKOT)

1) Selling data: Total selling data of Telmisartan molecule and its respective brand under
consideration, Inditel & Inditel AM, is shown in the table as follows:
Total selling of Telmisartan Total selling of Inditel % selling Total selling of Inditel AM % selling Combined selling (Inditel + Inditel AM) % selling
18000 3075 17.08333 1790 9.944444 4865 27.02778
2) Combination sold: The following table shows the types of combination sold along with
the number and percentage of medical stores selling combination. H (Hydrothiazide) combination sells in most medical stores followed by AM (Amlodipine), -HCl (Hydrochloride) & -R (Ramipril) combination.
-H 19
-AM 8
-HCl 2
-R 1
11.9403
28.35821
2.985075
1.492537
3) Highest selling brands: Among the 67 medical stores that were keeping Telmisartan
molecule in their respective stores, Telsar was found to be the highest selling brand in most medical stores which was followed by Telsartan; Telma and Telmikind; Tazloc; Telvas; Telpres and Telista; Telmipure, Telminurm, Mexart, Sartel and Inditel. Inditel was found to be the highest selling brand in only 1 medical store.
Highest selling brands (out of 67 medical stores) Brands Telsar Telsartan Telma Telmikind Tazloc Telvas Telpres Telista Preferred* 32 19 19 10 4 3 2 2 Page | 30 Strategic Marketing Cell, Zydus Cadila Ltd.
Telmipure Telminurm Mexart Sartel Inditel
1 1 1 1 1
For Metoprolol: (AHMEDABAD)
1) Selling data: Total selling data of Metoprolol molecule and its respective brand under
consideration, Sustamet & Sustamet AM, is shown in the table as follows:
Total selling of Metoprolol Total selling of Sustamet % selling Strategic Marketing Cell, Zydus Cadila Ltd.
44665 1335 2.988917 Page | 31
Total selling of Sustamet AM % selling Combined selling (Sustamet + Sustamet AM) % selling
845 1.891862 2180
4.880779
2) Combination sold: The following table shows the number and percentage of medical
stores selling -AM (Amlodipine) combination.
-AM 40
43.47826
3) Highest selling brands: Among the 92 medical stores that were keeping Metoprolol
molecule in their respective stores, Metolar was found to be the highest selling brand in
most medical stores which was followed by Betaloc; Metpure; Metocard and Met XL; Seloken; Supermet; Prolomet XL & Starmet, Ampure and Metapro . Sustamet was not found to be the highest selling brand in any of the medical stores.
Highest selling brands (out of 92 medical stores) Brands Metolar Betaloc Metpure Metocard Met XL Seloken Supermet Prolomet XL Starmet Ampure Metapro Preferred* 47 26 25 21 21 8 6 3 1 1 1
4) Hospital wise Analysis: Hospital wise analysis for Metoprolol molecule shows variation
among the highest selling brands. While Rajasthan hospital and Civil hospital have Top 5 brands as their highest selling brand, Shardaben hospital and Kakadia hospital have Metolar, Betaloc and Metocard as their highest selling brand. V.S. Hospital has Metpure and Metolar as their highest selling brand and L.G. Hospital has only Metolar that sells the most. % selling & % availability data is as follows:
Hospitals
% Selling
% Availability 50 16.67 40
Highest selling Brand
V.S Hospital L.G. Hospital Rajasthan Hospital Civil Hospital Shardaben Hospital Kakadia Hospital
11.98 16.13 2.67
Metpure, Metolar Metolar Top 5 brands***
3.91 46
37.5 100
Top 5 Brands*** Metolar, Betaloc, Metocard
25
Metolar,Betaloc, Metocard
***Top 5 brands are Metolar, Betaloc,Metpure, Metocard and Met XL
For Metoprolol: (RAJKOT)
1) Selling data: Total selling data of Metoprolol molecule and its respective brand under
consideration, Sustamet & Sustamet AM, is shown in the table as follows:
Total selling of Metoprolol Total selling of Sustamet % selling Total selling of Sustamet AM % selling Combined selling (Sustamet + Sustamet AM) % selling
13525 810 5.988909 30 0.221811 840
6.210721
stores selling -AM (Amlodipine) combination.
-AM 3
4.41765
3) Highest selling brands: Among the 68 medical stores that were keeping Metoprolol
molecule in their respective stores, Metolar was found to be the highest selling brand in most medical stores which was followed by Betaloc; Metpure and Metocard; Seloken; Metzor; Prolomet; Metprin & Supermet, Lopresor, Topol, Myoprol and Metox. Sustamet was not found to be the highest selling brand in any of the medical stores.
Highest selling brands (out of 68 medical stores) Brands Metolar Betaloc Metocard Metpure Seloken Metzor Prolomet Metprin Supermet Lopresor Topol Myoprol Metox Preferred* 36 10 6 6 5 4 3 2 1 1 1 1 1
For Rosuvastatin: (AHMEDABAD)
1) Selling data: Total selling data of Rosuvastatin molecule and its respective brand under
consideration, Zyrova & Zyrova F, is shown in the table as follows:
Total selling of Rosuvastatin Total selling of Zyrova % selling Total selling of Zyrova F % selling Combined selling (Zyrova + Zyrova F) % selling
25325 490 1.934847 25 0.098717 515 2.033564
stores selling -F (Finofibrate) combination.
-F 30
33.33333
3) Highest selling brands: Among the 90 medical stores that were keeping Rosuvastatin
molecule in their respective stores, Rosuvas was found to be the highest selling brand in most medical stores which was followed by Rosucor; Rozavel; Cestor; Rostar; Roset; Rosutec & Rosuka, Storvas, Roseday, Rosufit and Rosev. Zyrova was not found to be the highest selling brand in any of the medical stores.
Highest selling brands (out of 90 medical stores) Brands Rosuvas Rosucor Rozavel Crestor Rostar Roset Rosutec Rosuka Storvas Roseday Preferred* 76 28 10 5 3 2 1 1 1 1 Page | 38 Strategic Marketing Cell, Zydus Cadila Ltd.
Rosufit Rosev
1 1
4) Hospital wise Analysis: Hospital wise analysis for Rosuvastatin molecule Rosuvas as
the highest selling brand near all hospitals surveyed. In addition, L.G. Hospital, Shardaben Hospital and Kakadia Hospital has Rosucor also, along with Rosuvas among the highest selling brand. % selling & % availability data is as follows:
% Selling V.S Hospital L.G. Hospital 14.63 0
% Availability 33.33 0
Highest selling Brand Rosuvas Rosuvas, Rosucor
Rajasthan Hospital Civil Hospital Shardaben Hospital Kakadia Hospital
Rosuvas
0 1.54
14.28 50
Rosuvas Rosuvas, Rosucor
Rosuvas, Rosucor
For Rosuvastatin: (RAJKOT)
1) Selling data: Total selling data of Rosuvastatin molecule and its respective brand under
consideration, Zyrova & Zyrova F, is shown in the table as follows:
Total selling of Rosuvastatin Total selling of Zyrova % selling Total selling of Zyrova F % selling Combined selling (Zyrova + Zyrova F) % selling
11465 380 3.314435 120 1.046664 500 4.361099
stores selling -F (Finofibrate) combination

Combination No. of medical stores selling (out of 51 ) % of total medical stores 3) Highest selling brands: Among the 51 medical stores that were keeping Rosuvastatin 3.921569 -F 2
molecule in their respective stores, Rosuvas was found to be the highest selling brand in most medical stores which was followed by Roset; Rozavel and Rosucor, Novastat, Rosuvastat, Arvast, Rosutec, Rosucon and Zyrova. Zyrova was found to be the highest selling brand in only 1 of the medical stores.
Highest selling brands (out of 51 medical stores) Brands Rosuvas Roset Rozavel Rosucor Novastat Rosuvastat Arvast Rosutec Rozicon Preferred* 33 11 6 1 1 1 1 1 1 Page | 41 Strategic Marketing Cell, Zydus Cadila Ltd.
Zyrova
*total of the preferred column will be more than the total medical stores under consideration because of the fact that most medical stores have more than one brands that are among the highest selling brands for a particular molecule.
Overall Availability
For Ahmedabad:
This table shows the availability data for each brand in the medical store. Inditel & its combination is among the most available brand followed by Sustamet & its combination, Zyrova & its combination, Epima Chrono and Lacasa. Brands Lacasa Epima Chrono Inditel Inditel AM Sustamet Sustamet AM Zyrova Zyorva F Total stores 13 94 94 97 92 92 90 90 Available 0 8 60 58 34 29 15 10 Not available 13 86 37 39 58 63 75 80 % availability 0 8.51 61.86 59.79 36.96 31.53 16.67 11.11
For Rajkot:
This table shows the availability data for each brand in the medical store. Inditel & its combination is among the most available brand followed by Zyrova & its combination, Sustamet & its combination and Epima Chrono. Availability data of Lacasa is not taken into consideration because the results obtained is from negligible amount of data and hence can be ignored.
Brands Lacasa Epima Chrono Inditel Inditel AM Sustamet Sustamet AM Zyrova Zyorva F
Total stores 4 68 67 67 68 68 51 51
Available 1 10 38 32 12 9 15 7
Not available 3 58 29 35 56 59 36 44
% availability 25 14.71 56.71 47.76 17.64 13.23 29.41 13.73
Overall familiarity
For Ahmedabad:
This table shows the overall familiarity data for each brand in the medical store. Lacasa is the most unfamiliar brand followed by Epima Chrono, Zyrova & its combination, Sustamet & its combination and Inditel & its combination.
Brands
Not available
Heard
Unheard
% unfamiliar
Lacasa Epima Chrono Inditel Inditel AM Sustamet Sustamet AM Zyrova Zyorva F
13 86
1 18
12 68
92.31 79.07
37 39 58 63 75 80
11 11 14 14 16 16
26 26 44 44 29 29
70.27 66.674 75.86 69.84 78.67 73.75
For Rajkot:
This table shows the overall familiarity data for each brand in the medical store. Lacasa is the most unfamiliar brand followed by Zyrova & its combination, Epima Chrono, Inditel & its combination and Sustamet & its combination.
Brands
Not available
Heard
Unheard
% unfamiliar
Lacasa Epima
3 58
0 16
3 42
100 72.41 Page | 44
Chrono Inditel Inditel AM Sustamet Sustamet AM Zyrova Zyorva F 29 35 56 59 36 44 8 8 21 21 4 4 21 21 35 35 32 32 72.41 60 62.5 59.32 88.89 72.73
Factor affecting availability of drugs in medical stores:

Following are the factors that were found to be most important while increasing its availability in the medical stores. These are written in order of their importance as follows.
Preference of Doctor Central Location Visits of MR
Factors such as Pricing, Scheme, Stockist availability and Side effects/ Drug interaction with that particular brand are not important as long as doctors prescribe for that particular brand.
Factor affecting availability of drugs for Zydus Cadila:

AHMEDABAD Factors Preference of Doctor Stockist availability Pricing Scenario Doctors dont prescribe much Available Almost parallel, Not a matter of concern as long as doctors prescribe Only if purchased in bulk, Not a matter of concern as long as doctors prescribe Not aware Not regular, in large medical stores and stores affiliated to hospitals RAJKOT Factors Preference of Doctor Stockist availability Pricing Scenario Doctors dont prescribe much Available Almost parallel, Not a matter of concern as long as doctors prescribe Only if purchased in bulk, Not a matter of concern as long as doctors prescribe Not aware Not regular, in large medical stores, No push for some brands
Schemes Side effect/ Drug interaction Visits of MR
Schemes Side effect/ Drug interaction Visits of MR
Feedback from medical store owners:

Better brands available in market Running and set brands already available, no space for new products Infrequent or less visits of MR even though a particular brand sells or is at least kept in the medical store MRs not much interested in selling Push for brands in major medical stores only, in major locations Brands still not popular, most medical owners haven't even heard the names Little trust on Zydus Cadila products
SUGGESTIONS FOR AVAILABILITY IN AHMEDABAD
1) Lacasa
Reaching out to particular hospitals and MR visits to medical stores affiliated with these hospitals can help enhance availability
1) Epima Chrono
Explaining Doctors for its pharmacological superiority can help

1) Inditel & its combination
Utility branding for this molecule

Marketing Hydrothiazide combination may enhance the sell. Page | 47 Strategic Marketing Cell, Zydus Cadila Ltd.
1) Sustamet & its combination
Marketing the molecule to major physicians and smaller hospitals and then gradually to larger hospitals.
1) Zyrova & its combination
More MR interaction with the Medical store owners and regular visit to Doctors can help.
SUGGESTIONS FOR AVAILABILITY IN RAJKOT
1) Lacasa
Not much market developed for Lacosamide, an early call for its marketing may help capture the pie.
1) Epima Chrono
Explaining Doctors for its pharmacological superiority can help.

1) Inditel & its combination
Utility branding for this molecule

Marketing Hydrothiazide combination may enhance the selling. 1) Sustamet & its combination Page | 48 Strategic Marketing Cell, Zydus Cadila Ltd.
1) Zyrova & its combination
CONCLUSION
As seen from the survey conducted, availability of drugs are heavily dependent on
prescription by doctors, MR follow ups and to what extent the brands are known by medical store owners. Working on these three factors will help in achieving the objective.
BIBLIOGRAPHY
Books:
1) 2)
Essentials of Medical Pharmacology,6th edition, K.D. Tripathi Research Methodology- Methods and Techniques, Dr. C.R.Kothari
Websites:
1) 2) 3)
www.zyduscadila.com www.wikipedia.org http://www.pharmaceutical-drug-manufacturers.com
APPENDIX
Price list of Zydus Cadila and its competitor brands
Lacosamide
Sodium Valproate
Prices (in Rs.) Dose Epima chrono 200 300 500 750 35 55 86 Valparin Chrono 35 55 89 Enchorat e Chrono 36 51 86 Epilex chrono 39 58 97 Valprol Chrono 30 44 67 80 Torvate Chrono 20 25 39
Prices (in Rs.) Dose 50 100 150 200 Lacasa 45 78 Lacosam 100 180 262 Lacoset 45 78 110 140 Laconext
Telmisartan
Prices (in Rs.) Dose Inditel Telma Telsar Tazloc Telsarta n 20 40 80 20 43 87 34 79 122 37 109 107 37 74 103 55 109 149 40 75 115 Page | 51 Strategic Marketing Cell, Zydus Cadila Ltd. Telista
Prices (in Rs.) Dose Inditel AM 40 80 59 140 80 65 Telma AM Telsar AM Tazloc AM Telsarta n AM 85 179 76 Telista A
Metoprolol
Prices (in Rs.) Dose Sustame t 25 50 75 100 20 35 113 45 80 103 165 53 65 Betaloc Metolar Seloken Met XL Prolomet XL 26 42 64 99
Prices (in Rs.) Dose Sustame t AM 25 40 Revelol AM 41 60 40 Amlopin Selomax Amlong MT 32 42 Amtas M
50
50
65
59
48
63
Rosuvastatin
Prices (in Rs.) Dose 5 10 20 40 Zyrova 62 105 205 Rosuvas 68 127 265 399 Rozavel 61 107 205 300 Crestor 130 181 224 364 Roseday 30 55 100 Novastat 58 106 185 380
Prices (in Rs.) Dose Zyrova F Rosuvas F 5 10 104 148 130 82 130 Razel F Rozavel F 104 148 90 Roseday F Novastat F

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Final Report

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Project Report on

Market Survey Conducted on New Launched Products of Zydus Cadila

Zydus Cadila Ltd.

By Jay .A. Nirmal

Project Manager Mrs. Babita Goyal

Amrut Mody School of Management

Page | 1 Strategic Marketing Cell, Zydus Cadila Ltd.

Page | 2 Strategic Marketing Cell, Zydus Cadila Ltd.

Activities done in SIP

a. Research Objective...16 b. Research Methodology.16

Page | 3 Strategic Marketing Cell, Zydus Cadila Ltd.

Page | 4 Strategic Marketing Cell, Zydus Cadila Ltd.

Page | 5 Strategic Marketing Cell, Zydus Cadila Ltd.

INDUSTRY AND COMPANY ORIENTATION

Characteristics of Indian Pharmaceutical Industry

Prominent players in the industry

7. GlaxoSmithKline Pharma (GSK)

8. Cadila Healthcare 9. Aventis Pharma

Brief summary of the company

Page | 10 Strategic Marketing Cell, Zydus Cadila Ltd.

Active Pharmaceutical Ingredients plants:

Page | 11 Strategic Marketing Cell, Zydus Cadila Ltd.

Zydus Tower Moraiya plant Ankleshwar plant

Page | 12 Strategic Marketing Cell, Zydus Cadila Ltd.

Strategic Marketing Cell, Zydus Cadila Ltd.

Biosimilar and novel biologics Vaccines Infectious diseases

Therapeutic Use of the molecules

Page | 14 Strategic Marketing Cell, Zydus Cadila Ltd.

PORTERS FIVE FORCE MODEL

Threat of new Entrants (LOW)

-High entry barriers -High tech industry -High capital requirement

Bargaining power of Suppliers (LOW)

Existing players (HIGH)

Bargaining power of Customers (AVERAGE) Page | 15

Strategic Marketing Cell, Zydus Cadila Ltd.

Threat of Substitutes (HIGH)

-Pharma market is huge with thousands of companies producing similar products

Page | 16 Strategic Marketing Cell, Zydus Cadila Ltd.

SURVEY FINDINGS & ANALYSIS

Analysis of Individual molecule & its respective brand

For Lacosamide: (AHMEDABAD)

Page | 20 Strategic Marketing Cell, Zydus Cadila Ltd.

Highest selling Brand Lacosam Lacosam N/A

For Lacosamide : (RAJKOT)

consideration, Lacasa, is shown in the table as follows:

Total selling of Lacosamide Total selling of Lacasa % selling

Not found** Not found Not found

Page | 21 Strategic Marketing Cell, Zydus Cadila Ltd.

For Sodium Valproate: (AHMEDABAD)

under consideration, Epima Chrono, is shown in the table as follows:

Total selling of Sodium Valproate Total selling of Epima Chrono

Page | 22 Strategic Marketing Cell, Zydus Cadila Ltd.

Highest selling Brand Valparin Valparin Valparin

For Sodium Valproate: (RAJKOT)

under consideration, Epima Chrono, is shown in the table as follows:

Total selling of Sodium Valproate Total selling of Epima Chrono

15750 1050 Page | 24

Strategic Marketing Cell, Zydus Cadila Ltd.

Page | 25 Strategic Marketing Cell, Zydus Cadila Ltd.

For Telmisartan: (AHMEDABAD)

consideration, Inditel & Inditel AM, is shown in the table as follows:

33890 2900 8.557096% 2340 6.904692 5240 15.46179

Page | 26 Strategic Marketing Cell, Zydus Cadila Ltd.