ISSUES IN PHARMACEUTICAL INDUSTRY AND MARKET POTENTIAL OF RANBAXY

OVERVEIW
Ranbaxy

Laboratories Limited (Ranbaxy), India's largest pharmaceutical company. It is an integrated, research based, international pharmaceutical company, producing a wide range of quality, affordable generic medicines, trusted by healthcare professionals and patients across geographies. Ranbaxy today has a presence in 23 of the top 25 pharmaceutical markets of the world. The Company has a global footprint in 46 countries, world-class manufacturing facilities in 7 countries and serves customers in over 125 countries.

Cont
In

June 2008, Ranbaxy entered into an alliance with one of the largest Japanese innovator companies, Daiichi Sankyo Company Ltd., to create an innovator and generic pharmaceutical powerhouse. The combined entity now ranks among the top 20 pharmaceutical companies, globally. The transformational deal will place Ranbaxy in a higher growth trajectory and it will emerge stronger in terms of its global reach and in its capabilities in drug development and manufacturing.

Following is the list of medicines manufactured by RANBAXYMedicine Name ALTIVA ALTIVA FULSED FULSED OFRAMAX GRAMONEG REXPAR FORTWIN CIFRAN CIFRAN INFUSION CIFRAN CIPROACE CIPROACE FULSED FULSED Medicine Form TABLET TABLET INJECTION INJECTION INJECTION SUSPENCION TABLET INJECTION TABLET INJECTION INJECTION TABLET TABLET INJECTION INJECTION Strength 120MG 180MG 5MG/ML 1MG/ML 500MG 300MG/5ML 100MG 30MG/ML 100MG 100MG/50ML 100MG/50ML 250MG 500MG 1MG/ML 1MG.ML Packaging 10 TAB 10 TAB 1ML INJ 5ML INJ VIAL 30ML SUSP 6 TAB 8X1ML INJ 10 TAB 50ML INJ 100ML INJ 4 TAB 5 TAB 10ML INJ 10ML INJ

OBJECTIVES OF THE STUDY

Major:
1.

2.
3. 4.

To measure the service quality of the products. Find out the reason why a particular brand sells most. To know if people have access to essential medicines To know if they are getting medicines that are safe, efficacious and of good quality To find out various promotional strategies used by pharma companies (Ranbaxy Lab). To find out various roles played by medical representative to enhance sales and overcome issues.

Minor:
1. 2.

RESEARCH METHODOLOGY
RESEARCH DESIGN
Our

research is Descriptive Research which is based on

facts and figures.

This

project is done according to the descriptive

research design.

SAMPLING DESIGN

Sample

Size- The total sample size was 50.

Retailers-10 Consumers-40

Research

period- Research will be conducted in the

month of March.
Sampling Area-

Delhi/NCR region.

DATA COLLECTION METHOD

Data

Collection: Mainly Primary data will be used in the research and some secondary data will be used for understanding the background. Data: Two types of primary data, i.e. Questionnaire method and Interview method will be used in the survey. These methods were used with customers to acquire the real information, which is current and effective, and it helps a lot in the planning and selling.

Primary

 Secondary

Data: Data, documents, records, or specimens that are in existence prior to the beginning of the study. Some sources include: Magazines, Internet, Newspapers & journals

INCREASING FOCUS ON COSTS

Sales growth +17% SGA growth - Nil

Optimizing SG&A cost structures

2006

2005

% Bio-Studies (BA/BE^) conducted

Improving R&D cost efficiencies

In-House Overseas CRO Indian CRO

2006 71% 8% 21%

2005 28% 61% 11%

Increasing sourcing from low cost countries .i.e. India & China

Advanced Markets 35% 65%

Low Cost Countries 20% 80%

2005

2008*

* Estimate, ^ Bio-Analytical / Bio - Equivalence

PRODUCT PATENT PROTECTION

Wonderful, yet fundamental anti-patent slant of Patent Act of 1970 Political process limited reforms (e.g. pre-grant opposition), added or left intact TRIPS inconsistent provisions (e.g. mailbox limits, local working req., compulsory licensing, genetic invention disclosure

QUESTIONNAIRE FOR CONSUMER

Q1. Accessibility to Drugs Q2. Affordability of key drugs 3. Whether you check expiry date of medicines or not? Q2. Regulatory situation (licensing status) in the country of manufacture

Product registered and currently marketed Product registered for marketing in the country of manufacturing but not currently marketed Product registered for export only

Q2. Shelf-life 2 years 4 years 5 years Other

Q3. Label language Bilingual English/French English French Other

Q4. Please indicate whether the manufacturing areas are equipped with controlled ventilation systems Yes No
Q5. Quality Control Chemical laboratory Biological laboratory Microbiological laboratory

in-house in-house in-house

contracted out contracted out contracted out

Q6. Please indicate if you undertake contract manufacture for other companies Yes No

Q7. Do you subcontract to other companies? Yes No

Q8. Do you manufacture sterile products? Yes No

QUESTIONNAIRE FOR RETAILERS

Stock-out

duration

>3months 3-6months <6months

Affordability

of key drugs Quality of drugs Storage conditions Presence of expired drugs Percentage of patients receiving an antibiotic

 Which

companys drugs are demanded the most?

Ranbaxy

Glaxosmithkline
Pfizer Others,_____________

Adequacy of patient knowledge of how to take medicines