1 SUMMER INTERNSHIP REPORT ON INDIAN PHARMA IN GLOBAL CONTEXT AND MARKET SURVEY OF ANTIOXIDENT, OFLOXACIN, CEFIXIN, CEFUROXIME IN RAZKEN

BIO-LABS SUBMITTED IN PARTIAL FULFILLMENT OF Degree of Master of Business Administration (General) 2010-12

Submitted by YOGESH SINGH

Department of Management Studies JAMIA HAMDARD NEW DELHI SIP COORDINATOR EXTERNAL SUPERVISOR

Dr. RESHMA NASREEN

MR. KANWAL RATTAN

2 CERTIFICATE

This is to certify that the project study titled Indian Pharma in Global Context and Market Survey of four Molecules is a bonafied work carried out by Mr.Yogesh Singh in partial fulfillment of the requirement for the award of Master of Business Administration accredited by NAAC (A body set up by UGC) as A Grade University under our guidance and direction.

Internal Guide :

. Dr. Reshma Nasreen

External Guide :

Mr. kanwal rattan (chairman) (RAZKEN BIO-LABS)

3 ACKNOWLEDGEMENT

I acknowledge with gratitude the opportunity given to me by razken bio lab to work with them. I really appreciate the confidence shown by entrusting me with this project. A project of this nature required a lot of understanding about the organization and its various nuances of working. In this regard, I would like to mention some people who have been of constant support in my endeavor. I would like to extend my heartfelt appreciation to Mr. Kanwal Rattan (Chairman) for giving me the opportunity to do my summer internship project in his organization. . I feel great pleasure in expressing my regards and profound sense of gratitude to my faculty guide Dr. RESHMA NASREEN for giving me inspiration, guidance and support for the progress of this report. I would like to thank the others chemist and doctors for their opinions by participating in the survey that has helped me in bringing out this project to fruition. Finally, I would also like to thank all my dear friends for their kind cooperation, advice and encouragement during the long and arduous task of preparing this report and carrying out the project. At last but not the least, who are always at the top of my heart, my dear family members whose blessings, inspiration and encouragement have resulted in the successful completion of this project.

Yogesh Singh MBA General (2009-11) Jamia Hamdard University

EXECUTIVE SUMMARY
I have a great pleasure on doing my research work and in preparing this report on the topic assigned to me by Razken Bio-Labs.

This project report has been extremely updated in light of evidence collected from market survey at Ghaziabad.

A proper formatting of the report done and overall layout of the entire has also been improved for marketing all the information providing clearer and accessible. It is a matter of great satisfaction from the researchers point of view that this project report is exhaustive when considered with the period of conducting the research.

In the end of the report the researcher has come with findings and suggestions with regard to the problems that he feels the company is facing today in the market, despite this, the researcher has also tried to include all the available information with him in this report in a very arranged and systematic manner. Prepared a SWOT analysis for company products for checking the positioning of there products.

INTRODUCTION OF REPORTS

This report has been prepared with an overall motive of knowing the market potential of Razken Bio-Labs. Taking in view of the competition faced with other pharma companies has made a competitive study. The preliminary data as well as secondary data was collected and the way of judgmental sampling consists of finding and recommendation as made by the surveyor.

OBJECTIVE OF THE PROJECT

1) To gain knowledge about the product positioning of razken bio lab. 2) To know about the awareness level of Dealer towards new product of razken bio lab. 3) To study the distribution system. 4) To know about the customer(chemist) response about the product.

ABOUT RAZKEN BIO-LABS

Established in the year 2004, Razken Bio-Labs today is among India's research and technology oriented pharmaceutical companies. Razken Bio-Labs has emerged as a leading player in domestic markets, with widely accepted and efficacious drugs and formulations. The company has developed leading brands in Anti-infective, Pain & Inflammation, Cough, anti-biotic, anti-oxidants and Biotechnology segments. Razken Bio-Labs has an active multi-disciplinary R&D programme largely focused on developing innovative technologies and New Drug Discovery. The company has a team of over 15 medical analyst engaged in new drug discovery research and has several new chemical entities in the field of sepsis and anti-infective.

RAZKEN BIO-LAB CORPORATE MISSION "Pursuit of growth with excellence in the field of pharmaceuticals and healthcare" Profitability through: Quality of products and services Increasing investment in R & D Competent scientific and managerial manpower RAZKEN BIO-LAB BUSINESS PHILOSOPHY Creating value by understanding and communicating with our customers and business partners. RAZKEN VISION To be the most admired Pharmaceutical company in India.

Review of literature
Survey conduct by RANCOS specializes in Industry intelligence and creative solutions.

Indian Generics Drug Market to be Privileged from Patent Expiries According to our new report, Booming Generics Drug Market in India, the Indian generic drugs market has posted an impressive growth pattern over the last few years. Currently, the Indian pharmaceutical market is fully dominated by generic drugs and in the near future, this scenario is likely to remain the same. In FY 2010, the share of generic drugs in the overall pharmaceutical market was estimated to be around 79.2% and by FY 2013, the share is likely to escalate to around 80.5%. We have found that generic drugs developed by India are now distributed and sold in several parts of the globe that, in turn, has augmented the demand for Indian generic drugs. With the key drugs going off-patents in the coming future, which also include blockbusters, there is an immense opportunity for Indian generics manufacturers to strengthen their market share in countries, such as the US, Europe, and Japan. The report, Booming Generics Drug Market in India, covers almost all the key aspects of the Indian generic drugs market and investigates the current trends that may impact the market performance. It provides an effective insight into the past market statistics, current developments, and future outlook. The report illustrates the key opportunities for Indian generics manufacturers in different parts of the world and presents the content through reliable statistics. The report is an outcome of an extensive research and prudent analysis of the Indian generics market that evaluates all the necessary market drivers and their features. The report also presents a detailed overview of the regulatory system concerned with the Indian pharmaceutical and generics market. While forecasting the key areas in the report, our analysts used reliable methods and techniques that sought to establish a more realistic outlook. Overall, the report is meant to provide clients with an effective source of knowledge and statistics that will help in making investment decisions. RNCOS specializes in Industry intelligence and creative solutions for contemporary business segments. Our professionals study and analyze the industry and its various components, with comprehensive study of the changing market behavior. Our accuracy and data precision proves beneficial in terms of pricing and time management that assist the consultants in meeting their objectives in a cost-effective and timely manner.

10 The world has witnessed a sharp increase in the demand for cost-effective generic drugs in a decade. In such a scenario, Indias rise as a generic destination is the blessing for people in under developed countries or patients looking for cheap medicines. Strong supply of anti retroviral drugs to African countries by Indian drug manufacturers is a case in point. The after-impact of economic slowdown did not influence the Indian generics sector, and the growth phenomenon continued to remain stable. In future also, factors like patent expiries, investment, and private sector participation will boost the sector and it is estimated that generic drugs market will grow at a CAGR of around 17% between FY 2011 and FY 2013. Our team of research has found that regions like US, Europe, Japan, and Africa offer immense opportunities to Indian drug manufacturers who already hold a 10.5% share in the US generics market in 2010. Countries in the European and African regions are also the prime consumers for Indian generics medicines. Moreover, an increasing number of FDA, WHO approved plants and agreements between big pharma and domestic generic players all indicate towards improved perception of India as a generics hub. The Indian generics drug market is surrounded by some key developments that offer huge opportunities as well as threat. Increasing influence of foreign multinationals has become a cause of concern for authorities and market players. At the same time, patent expiries may turn out to be a growth booster. Government support, in such a case, can become an important factor. There are some key trends that have been impacting market development and the report has analyzed them in a prudent manner. The report, Booming Generics Drug Market in India provides an insight into the generics drug market in India and analyzes growth in the sector revenue. It addresses several issues that are of concern and come up with probable solution. The report provides forecast for key areas and uses proper methods and base for the same. The regulatory environment has also been discussed so that clients may acquaint themselves with the government role in the Indian generics sector. Last but not the least, the description, key developments, and strength-weakness analysis of the active market players add value to the overall analysis. http://your-story.org/indian-generics-drug-market-to-be-privileged-from-patentexpiries-262467/

11

INDIAN PHARMACEUTICAL INDUSTRY:

The Indian pharmaceutical industry is a success story providing employment for millions and ensuring that essential drugs at affordable prices are available to the vast population of this sub-continent. RICHARD GERSTER 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. A highly organized sector, the Indian Pharma Industry is estimated to be worth $ 4.5 billion, growing at about 8 to 9 percent annually. It ranks very high in the third world, in terms of technology, quality and range of medicines manufactured. From simple headache pills to sophisticated antibiotics and complex cardiac compounds, almost every type of medicine is now made indigenously.

Playing a key role in promoting and sustaining development in the vital field of medicines, Indian Pharma Industry boasts of quality producers and many units approved by regulatory authorities in USA and UK. International companies associated with this sector have stimulated, assisted and spearheaded this dynamic development in the past 53 years and helped to put India on the pharmaceutical map of the world.

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

12 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 injections. There are about 250 large units and about 8000 Small Scale Units, which form the core of the pharmaceutical industry in India (including 5 Central Public Sector Units). These units produce the complete range of pharmaceutical formulations, i.e., medicines ready for consumption by patients and about 350 bulk drugs, i.e., chemicals having therapeutic value and used for production of pharmaceutical formulations. Following the de-licensing of the pharmaceutical industry, industrial licensing for most of the drugs and pharmaceutical products has been done away with. Manufacturers are free to produce any drug duly approved by the Drug Control Authority. Technologically strong and totally self-reliant, the pharmaceutical industry in India has low costs of production, low R&D costs, innovative scientific manpower, strength of national laboratories and an increasing balance of trade. The Pharmaceutical Industry, with its rich scientific talents and research capabilities, supported by Intellectual Property Protection regime is well set to take on the international market.

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

Cost-effective chemical synthesis: Its track record of development, particularly in the area of improved cost-beneficial chemical synthesis for various drug molecules is excellent. It provides a wide variety of bulk drugs and exports sophisticated bulk drugs.

Legal & Financial Framework: India has a 53 year old democracy and hence has a solid legal framework and strong financial markets. There is already an established international industry and business community.

Information & Technology: It has a good network of world-class educational institutions and established strengths in Information Technology.

Globalization: The country is committed to a free market economy and globalization. Above all, it has a 70 million middle class market, which is continuously growing.

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

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

Over 20,000 registered pharmaceutical manufacturers exist in the country. The domestic pharmaceuticals industry output is expected to exceed Rs320 billion in the financial year 2010, which accounts for merely 1.3% of the global pharmaceutical sector. Of this, bulk drugs will account for Rs 67 bn (21%) and formulations, the remaining Rs 253 bn (79%). In financial year 2009, imports were Rs 40 bn while exports were Rs107 bn.

STEPS TO STRENGTHEN THE INDUSTRY Indian companies need to attain the right product-mix for sustained future growth. Core competencies will play an important role in determining the future of many Indian pharmaceutical companies in the post product-patent regime . Indian companies, in an effort to consolidate their position, will have to increasingly look at merger and acquisition options of either companies or products. This would help them to offset loss of new product options, improve their R&D efforts and improve distribution to penetrate markets.

Research and development has always taken the back seat amongst Indian pharmaceutical companies. In order to stay competitive in the future, Indian companies will have to refocus and invest heavily in R&D.

15 The Indian pharmaceutical industry also needs to take advantage of the recent advances in biotechnology and information technology. The future of the industry will be determined by how well it markets its products to several regions and distributes risks, its forward and backward integration capabilities, its R&D, its consolidation through mergers and acquisitions, co-marketing and licensing agreements.

DOMESTIC & EXTERNAL TRADE

The Indian pharmaceutical industry is highly regulated. The Government controls prices of a large number of bulk drugs and formulations. Profit margins of players vary widely in both domestic and export sales due to many factors. DOMESTIC TRADE More than 85% of the formulations produced in the country are sold in the domestic market. India is largely self-sufficient in case of formulations. Some life saving, new generation under-patent formulations continue to be imported, especially by MNCs, which then market them in India. Overall, the size of the domestic formulations market is around Rs160bn and it is growing at 10% p.a.

16 EXPORTS

Over 60% of Indias bulk drug production is exported. The balance is sold locally to other formulators. Indias pharmaceutical exports are to the tune of Rs87bn, of which formulations contribute nearly 55% and the rest 45% comes from bulk drugs. In financial year 2010, exports grew by 21%. Indias pharmaceuticals imports were to the tune of Rs40.3bn in FY2010. Imports have registered a CAGR of only 2% in the past 5 years. Import of bulk drugs have slowed down in the recent years.

The exports of Pharmaceuticals during the year 2003-04 were Rs 49780 million. From a meager Rs 46 crores worth of Pharmaceuticals, Drugs and Fine Chemicals exports in 1980-81, pharmaceutical exports has risen to approximately Rs 6152 Crores (Prov.200304), a rise of 11.91% against the last year exports. Amongst the total exports of India, the percentage share of Drugs, Pharmaceuticals and Fine Chemicals during April-October (2008-2009) was 6.1%, an increase of 11.2%.

17 FUTURE PROSPECTS As per WTO, from the year 2005, India will grant product patent recognition to all new chemical entities (NCEs) i.e., bulk drugs developed then onwards. The Indian Government's decision to allow 100 percent foreign direct investment into the drugs and pharmaceutical industry is expected to aid the growth of contract research in the country. Technology transfer to 100 percent Indian subsidiaries of MNCs is expected only in 2015. Indian pharmaceutical interests in making a mark on the global scene got a boost when Dr. Reddy's licensed two of its anti-diabetic molecules to Novo Nordisk and when Ranbaxy licensed its Novel Drug Delivery System (NDDS) of ciprofloxacin to Bayer. MNCs in India faced the problem of having a very high DPCO coverage, weakening their bottom lines as well as hindering their growth through the launch of new products. DPCO coverage is expected to be diluted further in the near future benefiting the MNCs. New legislation is also expected in the OTC segment increasing the number of brands in the Over the Counter (OTC) segment. The Indian pharmaceutical industry is also getting increasingly U.S. FDA compliant to harness the growth opportunities in areas of contract manufacturing and research. Indian companies such as Ranbaxy, Sun Pharma, and Dr. Reddy's are increasingly focusing on tapping the U.S. generic market, projected to be around $18 billion by 2004.

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RESEARCH & DEVELOPMENT Research and Development Is the key to the future of pharmaceutical industry. The pharmaceutical advances for considerable improvement in life expectancy and health all over the world and is the result of a steadily increasing investment in research. There is considerable scope for collaborative R & D in India. India can offer several strengths to the international R & D community. These strengths relate to availability of excellent scientific talents who can develop combinatorial chemistry and new synthetic molecules.

R & D in the pharmaceutical industry in India is critical to find answers for some of the diseases peculiar to a tropical country like India and also for finding solutions for unmet medical needs. Industrial R & D groups can carry out limited primary screening to identify lead molecules or even candidate drugs for further in vivo screening, pre-clinical pharmacology, toxicology, animal and human pharmacokinetics and metabolic studies before taking them up for human trials. In such collaborations, harmonized standards of screening can be assured following established good laboratory practices.

The R & D expenditure by the Indian pharmaceutical industry is around 1.9% of the industrys turnover. This obviously, 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 is entering into the Patent protection area, many companies are spending relatively more on R & D.

19 When it comes to clinical evaluation at the time of multi-center trials, India would provide a strong base considering the real availability of clinical materials in diverse therapeutic areas. Such active collaboration will be mutually beneficial to both partners. According to a survey by the Pharmaceutical Outsourcing Management Association and Bio/Pharmaceutical Outsourcing Report, pharmaceutical companies are utilizing substantially the services of Contract Research Organizations (CROs).

Indian Pharmaceutical Industry, with its rich scientific talents, provides cost-effective clinical trial research. It has an excellent record of development of improved, costbeneficial chemical syntheses for various drug molecules. Some MNCs are already sourcing these services from their Indian affiliates.

The Pharmaceutical and Biotechnology Industry is eligible for weight deduction for R&D expense upto 150%. These R&D companies will also enjoy tax holiday for 10 years. A promotional research and development fund of Rs.150 crores is set up by the Government to promote research and development in the pharmaceuticals sector.

20 FIELD COVERAGE Razken Bio-Lab has widest market coverage in Ghaziabad India, covering over most of area of Ghaziabad territories, with a total field force of 7 medical representatives spread over five customer-oriented divisions.

MARKETING DIVISION

Mega Brands (raziclav 625) Super Specialities (ofloaxin)

CUSTOMER COVERAGE PER MONTH 200 doctors 25 large and medium-sized hospitals 37 nursing homes

DISTRIBUTION NETWORK

21 One Branch offices One Warehouses 10 Stockiest / Distributors 65 Retail Pharmacies

R&D OVERVIEW Innovation rather than invention is the short-term focus of Razken Bio-Lab R&D. Razken Bio-Lab R&D program is active in almost all facets of the business and includes:

BIOTECHNOLOGY AND BIO-PHARMACEUTICALS NEW DRUG DISCOVERY Pharmaceutical formulations development including Novel Drug Delivery Systems Innovative process development for Bulk Actives using chemical, fermentation and peptide synthesis technologies Development of new medical nutrition products Clinical research including Pharmacology, Toxicology and Pharmacokinetics and Pharmacodynamics Agrochemicals and bio-agro product These multi-disciplinary and multi-technology R&D programmes are specifically designed to provide Razken Bio-Lab a competitive advantage in the new patent regime. In the short term, Razken Bio-Lab R&D is aimed at providing new products in India and

22 technology-based pharmaceutical bulk active and dosage forms for other markets. In the longer-term, Razken Bio-Lab R&D strategy is to discover a series of new drugs, especially in the field of anti-infective, antibiotics and anti-bacterial. R&D ORGANISATION Our new R&D centre employs about 15 research scientists, of which over a 10 are PhDs. Several of them are Indians who relocated themselves in India after many years of experience in USA and Europe. PHARMA RESEARCH Razken Bio-Lab pharmaceutical formulation development concentrates substantially on developing products based on our patented Novel Drug Delivery Systems. Nine products are under various stages of development in the areas of cardiology, gastroenterology, neurology, endocrinology and allergy. Some of these products, like Kaizem CD, a unique once-daily cardiac drug used in treatment of Angina, have already been launched in the Indian market by other brand. As and when we receive registrations in various markets, these products will also be exported globally. The technology for this product as well as two other technologies for Novel Drug Delivery Systems has been patented in the US, Europe and other countries. New novel drug deliveries under development include not only oral systems, but also parenteral systems such as depots and implants for peptide and biotechnology drugs. PROCESS DEVELOPMENT FOR BULK ACTIVES Razken Bio-Lab has research and manufacturing capabilities in all major routes of bulk active synthesis including chemical, fermentation and peptide synthesis. Razken Bio-Lab

23 has developed several innovative chemical processes, especially based on choral chemistry, for bulk actives, several of which are sold nationally. Now substantial effort is concentrated on developing new processes for bulk actives requiring fermentation and peptide synthesis routes.

BIOTECHNOLOGY RESEARCH Biotechnology is Razken Bio-Lab R&D thrust area. This science is viewed by global experts as the 'pharmaceutical technology' of the future, and Razken Bio-Lab has a very strong commitment to this field

NEW DRUG DISCOVERY The most ambitious of our R&D is the New Drug Discovery Program, which we embarked upon year ago. Our research is concentrating on discovering new antibiotics and anti-infective especially for the infections predominant in the third world. MEDICAL NUTRITION RESEARCH As pioneers in the field of medical nutrition in India, Razken Bio-Lab research has supported this effort in a big way. Various products for Parenteral Nutrition, Clinical Nutrition and Pediatric Nutrition have been developed and successfully commercialized. Several other products, especially disease specific clinical nutrition products, specialized pediatric nutrition products and health foods are under various stages of development.

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PEPTIDE RESEARCH Razken Bio-Lab R&D is active on two fronts on this area. We have a dedicated team developing various bulk actives using peptide synthesis technologies. MAJOR PLAYER At Razken Bio-Lab, we are not only alert to the immense potential of 'future', but have already let it take shape in our dreams, in our plans and in our activities.

GAINING FUTURE IN DOMESTIC FORMULATION In the domestic markets we have maintained our number one position for brands proof 400mg, 800mg, proof oz, antoday, xtra-di-mr, razit etc. Our new generation fluoroquinolone flunzo has now gained the good spot. We are consolidating our leadership position in fluid therapy segment and expanding our activities in cardiac specialities ,medical nutrition and bio-pharmaceuticals.

BRAIN POWER ON THE RISE On the research front, we have filed for three patents in India involving technology for producing controlled-release dose forms. We have stepped up new molecule research to take full advantage of the Post-2010 patent regime.

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FUTURE BELONGS TO US we believe that competition for tomorrow is not market share, but opportunity share. We have not just grabbed opportunities, but are creating new ones for ourselves and translating them into reality.

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RESEARCH METHODOLOGY
Research methodology is a systematically approach to solve the research problem. It may be understood as a science of studying how research is done scientifically. It is necessary for the researcher to know not only the research methods/techniques but also the methodology. Researchers also need to understand the assumptions underlying various techniques and they need to know the procedure applicable to certain problems. All this means that it is necessary for the researcher to design his methodology for his problem as the same may differ from problem to problem. Thus, when we talk of research methodology we only talk of the research methods but also consider the logic behind the methods and explain why we are using a particular method or techniques and why we are not using other so that research results are capable of being evaluated either by the researcher himself or by other.

This study was conducted by following methods: 1. Research Design 2. Sampling Design 3. Data Collection 4. Survey area 5. Sampling size 6. Interpretation of the report

1. RESEARCH Research in common parlance refers to a search for knowledge. One can also define research as a scientific and systematic search for pertinent information on a specific topic. The meaning of research is a careful investigation or inquiry especially through search for new facts in any branch of knowledge. Redman and mory define research as a Systematized effort to gain new knowledge. Some people consider research as

27 movement, a movement from the known to the unknown. According to Cliforrord Woody research comprises and redefining problems.

SIGNIFICANCE OF RESEARCH All progress is born of inquiry. Doubt is often better than overconfidence. For leads it to inquiry and inquiry leads to invention is a famous Hudson Maxim in context of which the significance of research can well be understood. Increased amounts of research make progress possible. Research inculcates scientific and inductive thinking and it promotes the development of logical habits of thinking and organization. Research has its special significance in solving various operational and planning problems of business and industry. Operations research and market research along with than one way, in taking business decisions. Market research is the investigation of the structure and development of a market for the investigation of the structure and development of a market for the purpose is equally important for social scientists in studying social relationships and in seeking answers to various social problems. In our case the research is descriptive research.

2. RESEARCH DESIGN A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. A research design in purely and simply the frame work on plan for a study that guides the collection and analysis of the data. Anticipation and Formulating hypothesis or suggested solutions collecting, organizing and evaluating data; making

28 deductions and reaching conclusions: and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis. Importance of Descriptive Research (i) (ii) (iii) These are able to describe the characteristics of certain groups Specific predictions are possible Can study relationship between two or more variables.

A descriptive investigation in characterized by its formal and rigid nature. Formulations of specific hypotheses supported by statistical inference techniques are a necessity in such investigations. These designs need definite specifications. But descriptive research cannot identify cause and effect relationship. Descriptive designs can be divided in two main categories:(i) (ii) Case Method Statistical Method

3. SAMPLING DESIGN Sampling is the process of obtaining information about in entire population by examining only a part of it. Sampling is used for a variety or reasons such as: (i) (ii) (iii) Sampling can save time and money. Sampling may enable more accurate measurements. Sampling remains the only way when population contains infinitely many members. (iv) Sampling only remains the only choice when a test involves the destruction of the item under study. Sampling methods are divided: 1. Probability Sampling 2. Non-probability sampling.

29 In my research probability sampling is used. Again in probability sampling, simple random sampling is used. This sampling is stratified system.

OBJECTIVE OF RESEARCH The purpose of research is to discover answer to questions through the application of scientific procedures. The main aim of research is to find out the truth which has not been discovered as yet. Through each research study had its own specific purpose. We may think of research objective as falling into a number of following broad groupings:

1. To gain familiarity with phenomenon or to achieve new insights into it. 2. To portray accurately the characteristics of a particular individual, situation or a group. 3. To determine the frequency with which something occurs or with which it is associated with something else. 4. To test a hypothesis of a causal relationship between variables.

Specifications are the main characteristics in a research design. Marketing research design can classified on the basis of the fundamentals objectives of the research.

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RESEARCH DESIGN IN CASE DESCRIPTIVE RESEARCH

These designs are used for some definite purpose. A number of marketing research studies are based on such designs. It is focused on the accurate description of the variables present in the problem.

These designs try to find a complete and accurate description of a problem situation by proving specific methods for selecting the sources of information are the procedure for collection data from the these sources. The data is collected in such a manner that the ambiguous nature of cause and effect relationship in the phenomenon in reduced to maximum extent. These designs are able to reduce the basis in the data collecting process, minimize the expenditure and increase the accuracy in prediction. These designs are guided by initial hypotheses and are developed to determine the frequency with which something occurs or how two variables very together.

31 METHOD OF DATA COLLECTION

Data collection methods are generally two types: (a) (b) (a) Primary data Secondary data

Primary Data: The primary data are those which are collection afresh and for the first and thus happen to be original in character. The primary data is collected in the process of questionnaire and interview of the outlets.

(b)

Secondary Data : The secondary data are those which have already been collected by someone else and which have already been passed through the statistical process. In my research the secondary data collected from the records. The other data was collected from research report.

5. Tools And Techniques : The data was collected through questionnaire method personal interview and sampling method. Again the research is descriptive type.

6. Survey Area The research is done in the Ghaziabad. 7. Sample Size : The sample size I had covers approx. 65 retailers.

8. Interpretation of the report After the data been collected the researcher turns to the task of analyzing them. The analysis of the data is done by the guidance of the Faculty Member of the

32 Institute and a senior executive and manager of the company. The data are analyzed by graphical and tabular form. After the analysis the results found out. After the analysis the result are found out. Then the personal recommendation is given to the company. After all the above the conclusion is given.

33 INSTRUMENT & TECHNIQUES USED

TECHNIQUE APPLIED QUESTIONNAIRE The questionnaire was chosen to be researcher instrument for the purpose of the collection of the primary data, it was the consist of the primary data. It was to consist of a set of questions that was to be presented to the respondents for this answers.

PREPARATION OF THE QUESTIONNAIRE In preparing the questionnaire care was taken with regards to the questions, the wordings of the questions the wording of the questions and the sequencing of the questions. Each question was checked to determine that it contributed to the research objective. A step-by-step approach in the making the questionnaire

LISTING ALL THE POINTS EXHAUSTIVELY Giving due consideration to the need and objective of the study, firstly it was necessary to determine the information required from the respondents then all the relevant points in the terms of the level of awareness, opinions, attitudes, like dislike, performances, reason etc. where listed down.

34 DECIDING UPON TYPES OF QUESTION TO BE RANKED Normally type of questions to be asked from the respondents. Q. Brand name of medicines of this molecule which you have (specify).

DEVELOPMENT OF THE FINAL QUESTIONNAIRE After taking the care of all above mentioned stage of the questionnaire development, the final questionnaire was prepared. And the same questionnaire was used in the study of collection of the required information. DETERMINING THE SAMPLE DESIGN All the item under consideration in any field of inquiry constitute a Universe or Population a complete enumeration of all the items in the population known as a census inquiry. It can be presumed that in such on inquiry when all the items are covered no element of change it left and highest accuracy is obtained but in practice this may not be true. Even the slightest element of bias in such an inquiry will get larger as the number of observation increases. Thus sample random sampling procedure was selected for the consumer buying behaviour where reach and every item in the population has an equal chance of inclusion in the sample and each one of the possible samples, in case of finite universe has the same probability of being selected.

35 [A] Closed ended question containing all the possible answers were to as be asked and the respondents was to make a choice among them under this category the following types of question were performed to the respondents.

DICHOTOMUS Question offering two answer choice for example: Q. Do you have antoxid? a. Yes [ ] b. No [ ]

MULTIPLE CHOICE Question offering three or more answer choice for example Q. Do you have these medicines a. Antoxide [ c. Ricovid [ ] ] b. Riconia [ ] ]

d. Winofit [

[B] OPEN ENDED QUESTIONS Which medicines you have in antioxidant molecule?

36 TYPES OF THE PRODUCTS:

y y y y

OFLAXCIN CEFIXIME COUGH SYRUP CEUFUROXIME

These are the few products of Razken Bio-Labs which have a high demand in present market.

Research Methodology: A survey was conducted to know the market position of these products. Both QUESTIONNAIRE AND SAMPLING METHOD was adopted to conduct this survey.

37 A questionnaire is a formalized set of questions for obtaining information from respondents. It is a structured technique for data collection that consists of a series of questions, written or verbal, that a respondents answer.

A set of 10 questions was made to conduct the survey among the chemist.

1. Do you know about Razken Bio-Labs

NO=25 38% YES=40 62%

2. How many products of Razken Bio-Labs do you have?

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10 9 8 7 6 5 4 3 2 1 0 NUMBER OF PRODUCT

3. How do you promote the product of Razken Bio-Labs?

SELF=35 DOCTOR=20 OTHER=10

4. As per you are the products of Razken Bio-Labs really effective as compared to products of other brands?

YES=40 NO-25

39 5. Are the customers satisfied with the price of this product?

YES=55 NO=10

6. What are the future prospects of these products as per you?

VERY POOR POOR AVERAG E

7. What was the behavior of Doctors about these products? 8. Which brand is the tuff competitor of Razken Bio-Labs ?

CADILA=24 CUREWELL=16 OTHER=25

40 9. Is the product of razken bio lab is effective with respect to end customer?

yes=35 NO=30

10. What are your suggestions and feedback to Razken Bio- Labs? .

Limitations
Though the present study aimed to achieve the above-mentioned objectives in full earnest and accuracy, it was hampered due to certain limitations. Some of the limitations of this study may be summarized as follows:y Getting accurate responses from the respondents due to their inherent problems were difficult. They were partial, and refused to cooperate. y Since we did not had the privilege to work on a large scale, so many finding and recommendations may not be as much in tune with their ground realities as may be considered desirable. y Last but not the least, the time constraint faced in the project might have affected the comprehensiveness of its findings.

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The other method adopted was Non- Probability Sampling Method In this sampling method selection of unit depend upon the judgment or bias of the researcher. There are three types of sampling under this method: y y y Convenience Sampling Judgmental sampling Quota Sampling

Convenience and Judgmental sampling has been adopted to conduct this survey. Convenience sampling attempts to obtain a sample of convenient elements. The selection of units is left primarily to the interviewer. It is less expensive method of sampling. Judgmental sampling is a form of convenience sampling in which the population elements are selected based on the judgement of the researcher. It is a low cast method and is used frequently on in commercial marketing research projects.

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LIST OF SOME MEDICAL STORES WHERE SURVEY WAS CONDUCTED

Serial no. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17

Name Shiv Medical Store Praveen Medical Store Yashoda Hospital Brij Chemist Kashi Biswanath Medicos Kusum Medical Store Ganesh Hospital Nagar Hospital Prashant Medical store Pankaj Medicos Sarvodaya Hospital Subh Medical Store Sarvam Medical Store G.K Medicos Jai maa store Ad one medicos Bangali Medical Store

Address Shastri Nagar Kavi Nagar Nehru Nagar Sanjay Nagar Nayi Busti Shastri Nagar Nehru Nagar Lohia Nagar Shastri Nagar Nayi Busti Kavi Nagar Mahindra Enclave Mahindra Enclave Nayio Busti Patel Nagar Nayi Busti Rajapur

43 18 19 20 Agarwal Medicos Apex Hospital Amarjeet Medicos Shastri Nagar Shastri Nagar Nayi Busti

SWOT ANALYSIS. Strength: Generation of new concept of making drug, Use of new technology for production, More focus on Research and Development.

Weaknesses: Low market coverage, Almost new in world of medicine, Lack of expertise.

Opportunities: Wider area for growth, Better future prospects, Specific product Threat: Existence of big players,

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Conclusion
Both the method of survey concludes that Razken Bio-Lab has not been accepted widely and requires time for its growth in national and international market. It is in its growth phase has to work more on research and development process. The survey conducted shows that most of the chemist shop recommends customers to take product of Razken Bio-Lab which feed them more monetary benefit through greater margin provided by the company. Its demand is increasing steadily in domestic market. There were some chemist who has not even heard of Razken products, which clearly depicts that Razken needs lots of promotion and advertising. Some chemist finds the product of Razken to be much effective and worth and says that it can be a strong competitor of most of the brands which are widely acceptable. The survey shows that OFLAXCIN which is used to cure fever has a much demand in domestic market, and is very effective and can prove a great competitor for most of the existing brands. OFLAXCIN is the highest selling product of this company. Even Doctors recommend this product to patients nowadays. They too find this product to be effective for patients.

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BIBLIOGRAPHY

BOOKS
1. Kotler, p. (2003) marketing management 11th ad. New Jersey; prentice hall. 2. Etzel Michael j. walker Bruce j. , Stanton willanm j. , marketing 11th ed.(mc graw hill)

WEBSITES
www.inpharm.com/news www.drugfree.org

MAGZINE
1. Business world

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