SURVEY TO CHECK SALES OF TELISTA AND VOBIT BRANDSAVAILABLE IN THE MARKET FOR LUPIN LTD.RESEARCH PROJECT REPORTSUBMITTED IN PARTIAL FULFILLMENT FOR THE DEGREE INMASTER OF BUSINESS ADMINISTRATIONPHARMACEUTICAL MANAGEMENT Submitted by-University Roll No.Academic Year UNIVERSITY INSTITUTE OF APPLIED MANAGEMENT SCIENCESPANJAB UNIVERSITY,CHANDIGARH, INDIA

SURVEY TO CHECK SALES OFTELISTA AND VOBIT BRANDSAVAILABLE IN THE MARKET FORLUPIN LTD.Submitted for the partial fulfillment of degree of MBA Pharmaceutical Management:

Name of the Student: Name of the Supervisor:

CERTIFICATE

This is to certify that the Summer Project Work of Mr. / Ms ___________________________of University Institute of Applied Management Sciences, Panjab University, entitled _______________________________________________ is a bona-fide piece of work and that this work has not been submitted elsewhere in any form earlier. The project work was carried out during _______ to _______.(Sd/- Project Guide)(From the organisation)Date:

DECALARATION BY CANDIDATEThis is to certify that project report entitled SURVEY TO CHECK SALES OF TELISTA AND VOBIT BRANDS AVAILABLE IN THE MARKET FOR LUPIN LTD. for the degree in MasterOf Business Administration-Pharmaceutical Management from the University Institute of AppliedManagement Sciences, Panjab University, Chandigarh is my bonafide work and has not been copied from any other source.The data included in this work is genuine.

Signature of Candidate Date:Place:

ACKNOWLEDGEMENTIt is my privilege to acknowledge with gratitude, the invaluable guidance by my mentor and guide, Mr. Sumesh Kumar (Area Manager, Lupin Ltd.) for guiding this project and who helped me to retrieve data from various documents, exploring the market scenario and other facilities at The Lupin Ltd., Panchkula for analysis and to provide timely guidance and encouragement to complete and compile up this project report and the management course.I would also like to record my gratitude to: Lupin Ltd. Pkl for the permission to undertake this training at their organization and also allowing me to participate in various processes and managerial decisions. Mr. Rishi , Marketing Executive at Lupin Ltd. for his support and guidance at every step of my study and helping me in collecting the primary data for the report. Dr. S.K. Sharma, Director, University Institute of Applied Management Sciences, Panjab University, Chandigarh for his encouragement and support. Dr. P.K. Sharma, Coordinator, University Institute of Applied Management Sciences, Panjab University, Chandigarh for his valuable advice from time to time. All the other staff members of Lupin Ltd. Pkl for the support and guidance. All my teachers, my colleagues and friends for their support. Finally I would like to thank my parents for their love and support.

PREFACEThis project deals with SURVEY TO CHECK SALES OF BRANDS OF MATILDA and UBEXA BRNDS AVAILABLE IN THE MARKET. It was my fortune to do this dissertation. I learnt a lot of new things which could never been learnt from theory classes. This research project is presentation of my summer training. In the first phase of the research project, there is a introduction of pharmaceutical industry, Life at Lupin, company profile, Lupin and products of Lupin are given. After that a market research is performed with a sample size of 150 Chemists. The research study was limited to Chandigarh and Mohali region. Here, in my survey, I have contacted the respondents through personal interviews with the help of questionnaires. The main objective of the research to do the survey to check the sale of both these Salt. In the last phase of the report findings, suggestions and conclusions have been drawn. The success of the company lies in strict quality control, manufacturing facilities, Cost Competitiveness, Well Developed Industry with Strong Manufacturing Base, Access to pool of highly trained scientists, both in India and abroad, Strong marketing and distribution network.

SUMMARYThe company handed over the project of comparative analysis of ethical drugs of Lupin Ltd. and other players in local market to:

To study the present status of their DIABETIC DRUGS in Chandigarh and Mohali region. Know the no. of competitive players in the Chandigarh and Mohali region. To study the %age sales contribution of LUPIN towards the total sales of drugs in the region. To know about the strategies being followed by other companies to build relations with chemists, distributors and Doctors etc. To know about the various strategies being followed by other companies to increase their sales.

The study area included the chemists, distributors of all sectors of Chandigarh, all the phases ofMohali and would also include major hospitals like PGIMER, GHMC sector 32,sector 16 govt. hospital,Fortis.Silver oaks hospital,Cheema hospital.Its a two month training from 9th may to 8th of july.The study was Quatitative and deccriptive in nature.The study was based on both primary and secondary data.Primary data being collected through surveys and secondary data being collected fromCompany records.

INDEX

INTRODUCTION TO MARKETING

The word 'Market' is derived from the Latin word 'Marcatus' which means merchandise, trade or place where business is conducted. Market is the atmosphere of a region in the force of demand and supply operate directly or by the means of any kind of communication that are sufficient to bring about transfer in the title of the goods and it does not necessarily mean only a place where actual buying and selling is conducted.

Meaning of Marketing:Marketing is the most complex and challenging function performed by every business firm. Business regards marketing as a management function to plan, promote and deliver product to clients. Human efforts, finance and management constitute the primary resources in marketing. Marketing is the skill of selecting and fulfilling consumer desires in such a way that a dose of money put in brings back maximum return.Marketing views the customers as the very purpose of the business; sees the business from the point of view of the customer; customer consciousness permeates the entire organisation, all departments and all people in the organisation, all the time.

DEFINITIONS:Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchange that satisfy individual and organizational objectives.

-American Marketing Association Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating, offering and exchanging products of value with others -Philip Kotler In short, modern marketing begins with the customer and ends with the customers satisfaction and social well being. Under the market driven economy, buyer is the bossPHARMACEUTICAL MARKETING: Pharmaceutical marketing, sometimes called medico-marketing, is the business of advertising or otherwise promoting the sale of pharmaceuticals or drugs. There is some evidence that marketing practices can negatively affect both patients and the health care profession. Many countries have measures in place to limit advertising by pharmaceutical companies.MARKETING PROCESS:Marketing is the process by which products are manufactured according to the needs and requirements of the consumers and after their production their ownership is passed on to the final consumer for whom it is produced.

Marketing process is the dynamic process combining the different activities in the flow of goods from the producer to the consumerMarketing management is the process of scanning the environment, analyzing market opportunities, designing marketing strategies and then effectively implementing and controlling marketing practices.

Marketing management is the process of planning and executing the conception, pricing, promotion and distribution of goods, services and ideas to create exchange with target groups that satisfy customer & organizational objectives Thus, marketing management represents an important functional area of business management efforts for the flow of goods and services from producers to consumer. It formulates second marketing policies and programmes and looks after their implementation and control.

INDIAN PHARMACEUTICAL INDUSTRY

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 share. The pharmaceutical industry in India meets around 70% of the country's demand for bulk drugs, drug intermediates, pharmaceutical formulations, chemicals, tablets, capsules, orals and invertible. There are about 250 large units and about 8000 Small Scale Units, which form the core of the pharmaceutical industry in India (including 5 Central Public Sector Units). These units produce the complete range of pharmaceutical formulations, i.e., medicines ready for consumption by patients and about 350 bulk drugs, i.e., chemicals having therapeutic value and used for production of pharmaceutical formulations. Following the de-licensing of the pharmaceutical industry, industrial licensing for most of the drugs and pharmaceutical products has been done away with. Manufacturers are free to produce any drug duly approved by the Drug Control Authority. Technologically strong and totally self-reliant, the pharmaceutical industry in India has low costs of production, low R&D costs, innovative scientific manpower, strength of national laboratories and an increasing balance of trade. The Pharmaceutical Industry, with its rich scientific talents and research capabilities, supported by Intellectual Property Protection regime is well set to take on the international market. ADVANTAGE INDIA:Competent workforce: India has a pool of personnel with high managerial and technical competence as also skilled workforce. It has an educated work force and English is commonly used. Professional services are easily available. Cost-effective chemical synthesis: Its track record of development, particularly in the area of improved cost-beneficial chemical synthesis for various drug molecules is excellent. It provides a wide variety of bulk drugs and exports sophisticated bulk drugs. Legal & Financial Framework: India has a 62 year old democracy and hence has a solid legal framework and strong financial markets. There is already an established international industry and business community.

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

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

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

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

STEPS TO STRENGTHEN THE INDUSTRY: Indian companies need to attain the right product-mix for sustained future growth. Core competencies will play an important role in determining the future of many Indian pharmaceutical companies in the post product-patent regime after 2005. Indian companies, in an effort to consolidate their position, will have to increasingly look at merger and acquisition options of either companies or products. This would help them to offset loss of new product options, improve their R&D efforts and improve distribution to penetrate markets. Research and development has always taken the back seat amongst Indian pharmaceutical companies. In order to stay competitive in the future, Indian companies will have to refocus and invest heavily in R&D. companies will have to refocus and invest heavily in R&D.The Indian pharmaceutical industry also needs to take advantage of the recent advances in biotechnology and information technology. The future of the industry will be determined by how well it markets its products to several regions and distributes risks, its forward and backward integration capabilities, its R&D, its consolidation through mergers and acquisitions, co-marketing and licensing agreements. As per WTO, from the year 2005, India will grant product patent recognition to all new chemical entities (NCEs) i.e., bulk drugs developed then onwards. The Indian Government's decision to allow 100 percent foreign direct investment into the drugs and pharmaceutical industry is expected to aid the growth of contract research in the country. Technology transfer to 100 percent Indian subsidiaries of MNCs is expected only in 2005. Indian pharmaceutical interests in making a mark on the global scene got a boost .The Indian pharmaceutical industry is also getting increasingly U.S. FDA compliant to harness the growth opportunities in areas of contract manufacturing and research. Indian companies are increasingly focusing on tapping the U.S. generic market, projected to be around $18 billion. The Indian Pharmaceuticals sector has come a long way, being almost non-existing during 1970, to a prominent provider of health care products, meeting almost 95% of countrys pharmaceutical needs. The domestic pharmaceutical output has increased at a compound growth rate (CAGR) of 13.7% per annum. Currently the Indian pharma industry is valued at approximately $ 8.0 billion. Globally, the Indian industry ranks 4th in terms of volume and 13th in terms of value. Indian pharmaceuticals industry has over 20,000 units. Around 260 constitute the organized sector, while others exist INTRODUCTION TO COMPANYLife - the Lupin way India's fifth largest pharmaceutical company. At Lupin people are biggest strength.We continuously nurture and motivate our human assets. Lupin success to the efficient and committed workforce of 9000 LUPINITES across the globe. The Company's clear business goals are well entrenched amidst to their people and each employee is proud to contribute towards the overall mission of the Company. The HR function is constantly engaged in providing opportunities to Lupin people to equip them with the right skills to enable them to learn, perform and succeed.Lupin people work as a team, respect one another, and welcome constructive criticism. Lupin encourages its people to maintain work life balance. Work life is marked with colourful celebrations, picnics and other employee events. Quality Lupin take considerable pride in the quality that they ensure and assure. Their operations are guided by Quality Policy. Lupin believes that quality is the mainstay of competitiveness. So they constantly create an environment of Quality and Compliance in line with the global best practices.Quality Assurance is defined as the process of 'providing confidence that requirements will be met through highest quality and there after systematic activities are put in place to ensure quality requirements for a product or service are fulfilled.

COMPANY PROFILELupin Limited, headquartered in Mumbai, India has successfully positioned itself as aTransnational Pharmaceutical Company, with a wide global footprint. The Companydevelops and markets a wide range of quality, affordable generic and brandedformulations and APIs in multiple markets across the world.Business MixThe Company has gained recognition as the worlds largest manufacturer ofTuberculosis drugs. Over the years, the Company has moved up the value chain andhas not only mastered the business of certain intermediates and APIs, but has alsoleveraged its strengths to build a formidable formulations business. It has a significantpresence in Cephalosporins, Cardiovasculars (prils and statins), Diabetology,Asthama and NSAIDs therapy segments. Over the last four years, the Companysbusiness mix has improved with close to 70% of its revenues coming fromformulations and 30% from APIs.Therapeutic SegmentsMarket GrowthRate(%)Lupin Growth Rate(%)

CVS 2020

Anti TB-27

Anti Asthma2134

Anti Infective1515

GI 1720

CNS2036

Anti Diabetic2444

Global Footprint The Company has a wide onshore and offshore presence with its products available inclose to 70 countries. In terms of overall revenues, the overseas business constitutesclose to 55%, while the balance comes from the domestic market. Lupin has retaineda stronghold in India growing ahead of the industry and has achieved a formidableposition in many segments leveraging its sound marketing prowess and a wide product basket. The US is Lupins largest market overseas where it has developed a robust brandedand generic business. Over a period of four years, Lupin has developed a business ofUS$ 200 mn in the US and has been recognized as one of the fastest growingCompanies in this market. The Company aspires to replicate this success in otherAdvanced Markets such as Europe, Japan and Australia.During 2007, Lupin fast tracked its growth trajectory through two acquisitions. Whilethe acquisition of Kyowa positioned the Company amongst the top ten genericpharma Companies in Japan; another acquisition in India provided it a springboard toleap ahead in the CRAMS space.Manufacturing Lupins manufacturing facilities, spread across India, play a critical role in enablingthe Company realize its global aspirations, benchmarked to International standards,these facilities are approved by international regulatory agencies like US FDA, UKMHRA, TGA Australia, WHO, and MCC South Africa. The Company has leveragedits strong vertical integration in building a global pharmaceutical powerhouse.Research The Companys intellectual pool of over 400 scientists is constantly engaged in pathbreaking research. Its focus on drug discovery and advanced drug delivery systemsresearch has resulted in significant progress in its Novel Drug Discovery &Development program and development of platform technologies that are being usedto develop value-added generic pharmaceuticals. Companys strong focus on creatingIntellectual Property (IP) assets has resulted in generating revenue streams through IP.The Companys overall research prowess enables it to master cutting edge science andtechnology.Financials Currently positioned amongst the top five pharmaceutical companies of India, the Company is committed to achieve sustainable earnings and growth for all itsstakeholders. For the financial year ended March 2008, Lupin's Revenues and Profitafter Tax were Rs.27, 730 mn (US$ 694 mn) and Rs.4,083 mn (US$ 102 mn)respectively. The Company reported a 34 % rise in revenues while the Net profitincreased by 32%. The company incurred R& D expenditure of Rs 1546 mn, which is 6 % of its gross sales. Going Forward Lupin is poised to capitalize the opportunities that are set to unfurl in the globalpharmaceutical space and establish itself as an innovation led transnationalpharmaceutical company.

EXSISTING PRODUCT OF LUPINProductsCategoryPharmacopoeia

ANTIBIOTICS

CephalexinCephalosporin*BP/EP/USP/IP

CefaclorBP/EP/USP

CefadroxilBP/EP/USP/IP

CefprozilUSP

RifaximinNon Systemic Gastro-IntestinalEP

ANTI-TB

Ethambutol Anti-TBBP/EP/USP/IP

Pyrazinamide BP/EP/USP/IP

RifampicinBP/EP/USP/IP

RifabutinBP/EP/USP/In-house

CARDIOVASCULARS

LisinoprilAnti-hypertensiveBP/EP/USP/IP

SimvastatinAnti-hyperlipidemicEP/USP

CENTRAL NERVOUS SYSTEM

LevetiracetamAnti-convulsantUSP

LacosamideAnti-convulsantIn-house

Eslicarbazepine AcetateAnti-convulsantIn-house

Rasagiline MesylateAnti-parkinsonIn-house

PregabalinNeuropathic Pain AgentIn-house

ANALGESICS

Flupirtine MaleateIn-house

ANTI- GOUT

FebuxostatIn-house

IRF THERAPEUTIC CONTRIBUTION

CVS

Anti Tb

Anti Asthma

Antibiotics

GI

Anti Diabetic

CNS

Nsaids

Others

Generics (Incl. Inst.)

10 LUPIN BRANDS

ProductTherapeutic segmentRanking

TONACTCVS3

GLUCONORMAnti Diabetic2

RABLETGastro Intestinal2

RCINEXAnti-TB1

AKTAnti-TB1

RAMISTARCVS3

CLOPITABCVS2

L-CIN Levofloxacin1

ODOXILAnti-Infective1

DOXCEFCefpodoxime Solids7

HISTORY ABOUT LUPINHISTORY(years) Milestones

2009Lupin acquired majority stake in Multicare Pharmaceuticals Philippines Inc.

2008Lupin expanded its product basket in Japan-Kyowa and received ten products approval from Ministry of Health & Labour Welfare, Japan. Lupin acquired Hormosan Pharma GmbH, a Generic Company in Germany. Lupin acquired stake in Generic Health Pty Ltd., in Australia. Lupin acquired Pharma Dynamics in South Africa.

2007Lupin acquired Vadodara based Rubamin Laboratories Ltd (rechristened to Novodigm Ltd). Lupin acquired Kyowa Pharmaceutical Industry Company Limited, a leading Generic Company in Japan. Commercial production was started at the New finished dosage facility at Jammu. Lupin received Best new manufacturer of the year award from Amerisource Bergen.

2006A new facility was set up at Jammu. Maiden Bonus share were issued in the ratio of 1:1. Maiden issue of Foreign Currency Convertible Bonds (FCCB) aggregating US $100 mn, which are listed on Singapore Stock Exchange.

2005Maiden Employees Stock Option Plan was implemented. US FDA and MHRA (UK) approvals were received for Goa. New Lovastatin plant at Tarapur was approved by the US FDA.

2004WHO approval was received for State of the art formulation Plants at Goa and Aurangabad.

2003 Lupin had successfully implemented SAP ERP across the Company to unify all business functions and processes. Introduced collaborative messaging and workflow solution on the intranet. Oral Cefaclor injectible Plant at Mandideep was approved by US FDA. Lupin Pharmaceuticals Inc. USA, was formed for trading, marketing and developmental activities in the US.

2002 Exports to the Advanced Markets crossed Rs.1000 mn. Rising trend of exports as a % of total revenue up 33% year-over-year. Patent filings crossed 100. Five ANDAs were filed. New Anti-TB facility was commissioned at Aurangabad. Rablet was rated by ORG-Marg as the second best launch ofFY 2002-03.

2001 Lupin became the only Asian Pharmaceutical company to receive US FDA approvals for its sterile cephalosporin facility. A state of the art US FDA approvable oral cephalosporin bulk active plant was commissioned. State of the art R&D Centre at Pune was commissioned. Lupin commenced supply of Cephalosporin bulk actives to its alliance partners in the US. Lupin Laboratories Ltd was amalgamated with Lupin Chemicals Ltd, whose name was changed to Lupin Limited.

2000 The Cefotaxime facility was approved by the US FDA. The Companys restructuring operations yielded encouraging results. Work commenced on the R&D Centre at Pune.

1999 Lupins injectable cephalosporin bulk active plant at Mandideep was approved by UK MCA.

1997 Lupins injectable Cephalosporins dosages plant at Mandideep obtained UK MCA approval. Lupins formulations facility at Aurangabad was upgraded. Three plants of Lupin, manufacturing Cefaclor at Mandideep, 7 ACCA at Ankleshwar and Rifampicin at Tarapur, got US FDA approvals. ICMA Technology award was given for injectable Cephalosporins.

1996 Government of India conferred the Best Exporter Award on Lupin. Company received the ICMA Technology award for injectable Cephalosporins.

1992 Fermentation Plant of Lupin Chemicals Ltd was established at Tarapur, Maharashtra. Sterile Plant for injectable Cephalosporins (bulk) was commissioned at Mandideep. Lupin Laboratories Ltd and Lupin Chemicals Ltd raised money through IPOs in 1993-94. Won FICCIs award for contribution towards rural development.

1991 Injectable cephalosporin (bulk and dosages) production was initiated at Mandideep. Lupin won the ICMA technology award for successfully manufacturing Vitamin B6.

1989 Joint venture in Thailand Lupin Chemicals (Thailand) Ltd was established. Two Plants Ankleshwar and Mandideep received US FDA approvals for maintaining stringent quality standards.

1988 The Lupin Human Welfare and Research Foundation (LHWRF) was founded by Dr Desh Bandhu Gupta to provide an alternative, sustainable and replicable model of rural development.

1987 Cephalex in Plant at Mandideep and 7 ADCA plant at Ankleshwar went on stream.

1981 Ethambutol production was started

1980 Lupin commissioned a formulations plant and an R&D center at Aurangabad.

1972 Lupin Laboratories Pvt Ltd was incorporated.

1968 Lupin commenced business.

INTRODUCTION TO THE DRUGS UNDER STUDY1. MATILDA FORTE: contains MECOBALAMINE and LIPOIC ACIDActive ingredients: Vitamin B12Methylcobalamin is a cobalamin (MeB12) used in peripheral neuropathy, diabetic neuropathy etc. It is a form of vitamin B12. This vitamer is one of two active coenzymes used by B-12 dependent enzymes in the body, and is specifically the B-12 form used by 5-methyltetrahydrofolate-homocysteine methyltransferase (MTR), also known as methionine synthase.Methylcobalamin is used in treating diseases of vitamin B12 deficiency (such as pernicious anemia), or diseases of effective B12 deficiency, such as vitamin B12 metabolic pathway pathologies.Alpha-lipoic acid is a naturally occurring fatty acid that can be found in many foods such as yeast, spinach, broccoli, potatoes, and organ meats such as liver or kidney. Alpha-lipoic acid has been used as a nutritional supplement and antioxidant.Alpha-lipoic acid is often sold as an herbal supplement. PHARMACOKIETICS: Mecobalamin is the neurologically active form of vitamin B12 and occurs as a water-soluble vitamin in the body. It is a cofactor in the enzyme methionine synthase, which functions to transfer methyl groups for the regeneration of methionine from homocysteine. In anaemia, it increases erythrocyte production by promoting nucleic acid synthesis in the bone marrow and by promoting maturation and division of erythrocytes.Mecobalamin Adverse Reactions / Mecobalamin Side Effects:Oral: Anorexia, nausea, vomiting and diarrhoea. Parenteral: Rash, headache, hot sensation, diaphoresis and pain/induration at IM inj site. Potentially Fatal: Anaphylactoid reactions (parenteral).

2. UBEXA contains FEBUXOSTAT ULORIC (febuxostat) is a xanthine oxidase inhibitor.r.Febuxostat is a non-hygroscopic.ULORIC (febuxostat) tablets for oral use contain the active ingredient, febuxostat, and are available in two dosage strengths, 40 mg and 80 mg..PHARMACOKINETICS: Febuxostat reduces the production of uric acid in your body. Uric acid buildup can lead to gout or kidney stones. Febuxostat is used to treat gout. Decreases serum uric acid by inhibiting xanthine oxidase.CONTRAINDICATIONS: Coadministration with azathioprine, mercaptopurine, or theophylline.Febuxostat (Uloric) side effects:Chest pain or heavy feeling, pain spreading to the arm or shoulder, nausea, sweating, general ill feeling;sudden numbness or weakness, especially on one side of the body, sudden headache, confusion, problems with vision, speech, or balance;pale skin, easy bruising or bleeding, hearing problems, ringing in your ears nausea, stomach pain, low fever, loss of appetite, dark urine, clay-colored stools, jaundice (yellowing of the skin or eyes);blood in your urine; or urinating less than usual;

OBJECTIVES1. Market Attractiveness Evaluation: Market sizing - estimating the size of a total market, how much is accessible by the business, and/or what market share ambitions would be realistic. Competitive presence and customer preference. Customer spending patterns, budget cycles, and intent. Channel trends, preferences, and allegiances.2. Customer Insight: Specific customer needs, aspirations, buying behaviors, usage patterns, decision models, preferences, favourability, intentions, etc3. Competitive Forces: Current and potential basis of competition in a market.4. Communications Planning: What information sources do prospective customers pay attention to, how to reach them, opportunities / vehicles for influencing target customers and which are most effective.5. Product Testing: Evaluation of product improvements, alternatives, packaging etc.6. Concept Testing: Evaluation of potential products and solutions, clarification of needs, wants, and preferences.7. Customer Satisfaction: Measurement of quality of customer experience, perceptions, reaction, loyalty, intent, etc.8. Pricing: Testing of price / feature / quality / packaging / positioning combinations, price points, promotions, loyalty schemes, terms and conditions, etc.

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

A) Defining the problem and research objectives

The definition of problem includes the study of Survey to check sale of Matilda and Ubexa brands available in the market. B) Developing the Research Plan The development of research plan has following steps: 1.Data source 2.Research approach 3.Research instrument 4.Sampling plan i) Sample unit ii)Sample size iii)Contact methods

1. Data Source: The researcher can get two types of data: a) Primary Data b) Secondary Data

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

b) Secondary Data Any data which have been collected earlier for some purpose are the secondary data. Indirect collection of data from sources containing past or recent past information like brochures, annual publication, books etc. Secondary sources used are: Text booksInternet sitesNewspaper articlesBrouchers

2. Research Approach

Survey is best suited for descriptive and analytical research. Survey are undertaken to learn about people's knowledge, beliefs, preferences, satisfaction and so on and to measure these magnitudes in the general public. Therefore, I have done this survey for Descriptive and analytical research process.

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

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

a)Sample unit who is to be surveyed? The target chemist shop must be defined that has to be sampled. It is necessary so as to develop a sample frame so that everyone in the target population has an equal chance of being sampled. I have completed my survey in Chandigarh, Mohali.

b)Sample size - how many people have to be surveyed? Generally, large sample size gives more reliable results than small samples. The sample consisted of 150 medical shops. The selection of the shops was done on the basis of Simple Random Sampling. Simple random sampling is the technique in which every item in the universe and population has an equal chance of being selected in the sample. Researcher has no role to play or he cannot influence the selection process there is no possibility of biasness. It can easily assess the accuracy of estimate.

C) Collecting the information After this, I have collected the information from the respondents with the help of Questionnaire. D) Analyze the information The next step is to extract the pertinent findings from the collected data. I have tabulated the collected data and developed frequency distributions. Thus, the whole data was grouped aspect wise and was presented in tabular form. Thus, frequencies and percentages were prepared to render impact of study.

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

ADVANTAGES OF THE STUDY To provide sound basis for the formulation of marketingpolicies. To study existing competitor brands of company. To increase sales of company. For maximization of profit. For company promotion through market survey. To maintain and increase relationship with chemists/pharmacists To guide sales promotion effects. To do the risks and vulnerability analysis of different dosage forms of drugs and find out which company is best according to this and the measures taken to minimize the risks.

LIMITATIONS OF THE STUDY

The study is to be limited to Chandigarh and Mohali region only because of limited time and financial resources. So results of the study may not be generalized for India as a whole. The sample size is limited to 300 respondents, so complete knowledge about subject is not possible. Another factor could be the existence of biasness in the respondents mind. Many times these biasness have greater bearing on the responses put forward by respondents. Human weaknesses such as inattentiveness cannot be ignored. Chemists generally considered me as an insurance agent and tried to avoid discussions with me. Chemists do not provide us the correct information some time.

DATA ANALYSIS AND ITS INTERPRETATION

KEY POINTS

1.Do you sell Anti-diabetic drugs?RESPONSEPercentage of respondents

YES100

NO0

Graph: Interpretation: From the above graph it is clear that all the 100% respondents sell Anti Diabetic drugs.

2. Do you know about Lupin pharmaceutical company?RESPONSEPercentage of respondents

YES100

NO0

GRAPH:

Interpretation: From the above graph it is clear that 100% respondent know about Lupin Pharmaceutical.

3.Acc to you, which company is leading in Anti-Diabetic drugs?COMPANYNO OF RESPONDANTS

Ranbaxy10

Glenmark20

Lupin30

USV40

Graph:

Interpretation: From the above graph it is clear that Lupin is the second leading brand in Anti Diabetic drugs,and USV is on the TOP, followed by Glenmark and then Ranbaxy.

4.What is the weekly sale(no. of prescriptions) of following drugs in your pharmacy?DRUGWEEKLY SALEMONTHLY SALE

MATILDA728

UBEXA24

Graph:

Interpretation: From the study we find that the weekly sale of MATILDA is app.7 and UBEXA is app. 2.

5.What are the main competitor branded drugs available in the market for these drugs?LUPIN BRANDCOMPETITOR BRANDCOMPANY

MATILDAMethacabolRoch Comp.

GebapinIntas

Nerve-up-ODNicholas Piramal-ABOTT ENTERPRISES

Pregabalin+MethacobalineTorrent comp.

SuperdynNicholas Piramal

PreveseaUSV

Nurokind-LCMankind comp

MathycobalmineMernid comp

Tricobal-ODGeno comp

MecobalamineMission comp

GabaneuronAristo comp

NervisonJenvert comp

PreganylCipla

MelboneConvergys comp

CredifastJackson pal

Absolute-DMPharmed comp.

Muconerve forteMicro comp.

MucoforteForgon comp.

MeganeuronOtisiara

Mico-ODForgon

UBEXAFebutazSun pharm

FebocipCipla

FebugetSun pharm

FebusatSun pharm

Interpretation: From the study we find that these many brands of MATILDA and UBEXA are existing in the market.

6.Which company has lowest price for Mecobalamine salt???COMPANYMECOBALAMINE

Cipla59.00

Lupin57.51

Glenmark20.99

USV59.62

Nicholas Piramal65.00

Graph:

Interpretation: From the above data we find that Glenmark has lowest price i.e Rs 20.99/- for Mecobalamine salt and Nicholas Piramal has i.e Rs 65/- for this salt.7. which company has good relation with you? Pls specify.COMPANYPERCENTAGE OF RESPONDENTS

Cipla15

Lupin35

USV40

Glenmark20

Graph:

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

8. By doing which medium you communicate with your company?Particular%age of respondents

Email10

MR76

Phone14

Post0

Graph:

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

9. Do the goodwill of the company affect the sales of this salt?Response%age of respondents

Yes75

No25

Graph:

Interpretation: From the above graph it is clear that goodwill of the company affects the sales of medical shops. 75% respondents favored that the goodwill of the company affect their sale while 25% respondents said that it doesnt put much impact on their sales.

10. What are the performance of Lupin product /salt of your pharmacy?ParticularsPercentage of respondents

Very good 57

Good27

Average15

Poor1

GRAPH:

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

FINDINGS OF THE STUDY Lupin is one of the leading companies in pharmaceutical industry. 1. From the above study it is clear that all the 100% respondents sell Anti-Diabetic drugs.2. From the above study it is clear that all the 100% respondents know about Lupin Pharma3. From the above study it is clear that all the major companies manufacture both Mecobalamine and febuxostat Salts.4. From the above study it is clear that Lupin is 2nd leading company in these Salts.5. From the study it is clear that NICHOLAS PIRAMAL has highest price of Mecobalamine Salt i.e. Rs. 65/- while lowest price of Mecobalamine Salt i.e. Rs. 20.99/ and CIPLA has highest price of Febuxostat salt i.e Rs. 99/- .6. From the above data we find that weekly sale of MATILDA is app. 7 and 10 packs and weekly sale of UBEXA is 2-4 packs.6. From the above study it is clear that Lupin and USV have good dealing with the respondents and they tried to maintain good relations with doctors and customers also7. From the above study it is clear that 76% respondents communicate with the company through Marketing Representatives, 14% through Phone and remaining 10% through E- mail. None of the respondents is using post to communicate with the company.8. From the above study it is clear that Lupin has good name and fame in the market. 57%respondents favored that the performance of Lupin in their shop is very good, 27% says good and remaining 15% says that the performance of Lupin is average in their shop.

SUGGESTIONS 1.There should be proper feed back for the chemists, whenever any scheme is introduced for the chemists, they should be made aware of it. Medical or Sales representative should be given guidelines to intimate each and every chemist of his area about the schemes. 2.The company should provide gifts, incentives and tours at free of cost to retailers and dealers to promote the sale of Lupin.

3.The company should determine the pricing strategy of other company and fix the price of their product by keeping price of other company in their mind.. 4.To maintain relationship with USV for long time company should provide credit facility to USV and other product scheme to company. 5.As 10% respondent communicate through email so company should use advance technology so that large no of respondent communicate through email and phone. 6.As 57% respondent favor the product of Lupin so company should create awareness about product by advertisement, promotional campaign or any other method so that more and more people favor Lupin product..

CONCLUSIONIndia's US$ 3.1 billion pharmaceutical industry is growing at the rate of 14 percent per year. It is one of the largest and most advanced among the developing countries. Indian companies, in an effort to consolidate their position, will have to increasingly look at merger and acquisition options of either companies or products. This would help them to offset loss of new product options, improve their R&D efforts and improve distribution to penetrate markets. The success of the company lies in strict quality control, manufacturing facilities, Cost Competitiveness, Well Developed Industry with Strong Manufacturing Base, Access to pool of highly trained scientists, both in India and abroad, Strong marketing and distribution network. From the study it is clear that Lupin is one of the leading companies in pharmaceutical industry. It is also revealed from the study that 99% respondents deal in both salts and Lupin is leading company in both these salts. Lupin should provide gifts, incentives and tours at free of cost to retailers and dealers to promote the sale of Lupin. Lupin should do efforts to promote the products and create awareness through channels such as advertisements. The company should provide atleast 20% discount and credit period to the wholesaler/retailers promote products. There are lots of opportunities in Indian market therefore Lupin should move in new markets and grow the network and distribution channels. The company has a good name and fame in the market but the company should try to cover more and more doctors through personal visit, E-mail, posts and hold special presentations to doctors, so they also recommend the products of Lupin. Thus we can say that the company is growing well in the market by leaps and bounds and the day is no far when Lupin will left behind all the major companies of the world. The company has proper vision and mission for the future and I hope Lupin will easily achieve its future targets and Mission

ANNEXURE

QUESTIONNAIRE

Dear Respondent, I am student of M.B.A.-3rd semester of UIAMS, Panjab University, Chandigarh. I am conducting a survey to check sale of MATILDA and UBEXA BRANDS in the market. Its perception, prices and any scheme offered by company. So I need your co-operation which will help me to draw conclusive. I assure that your information will be kept confidential. 1.Do you sell Anti- Diabetic drugs?

--Yes --No

2.Do you know about Lupin pharmaceutical company?

Yes No 3.Acc to you which company is leading in Anti-Diabetic drug sales ?

--Ranbaxy --Glenmark

--Lupin

--USV

--FDC

4.What is the weekly sale(no.Of prescriptions) of MATILDA brand in your pharmacy?

--0-5strips

--5-10strips

--15-30

5.What is the weekly sale(no. Of prescriptions) of UBEXA brand in your pharmacy?

--0-5strips

--5-15strips

--15-30strips

6. What are the main competitor branded drugs available in the market for these drugs?

LUPIN BRANDCOMPETITOR BRAND

7.Which company has lowest price for these salts?

COMPNYMECOBALAMINEFEBUXOSTAT

Cipla

Lupin

Glenmark

USV

Nicholas Piramal

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

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

E-mail

M.R.

Phone

Post

11.Is the goodwill of the company effect the sales of this salt?

Yes

No

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

Very Good Good Average

LIST OF CHEMISTS. No.NAME OF THE CHEMISTAREA

1. NAV BHARAT MEDICAL HALLSECTOR-16, CHD

2. BHARAT MEDICAL STORESECTOR-16, CHD

3. POPULAR CHEMISTSECTOR-16, CHD

4. VIVA CHEMISTSECTOR-16, CHD

5. PREM MEDICAL HALLSECTOR-15, CHD

6. TIRATH SINGH & BROTHERSSECTOR-15, CHD

7. JAGDAMBA MEDICAL HALLSECTOR-15, CHD

8. CHAUDHARY CHEMISTSECTOR-15, CHD

9. PAUL CHEMISTSECTOR-11, CHD

10. KUMAR BROTHERSSECTOR-11, CHD

11. VIVA CHEMISTSECTOR-32, CHD

12. KUMAR ENTERPRISESECTOR-32, CHD

13. CAPITAL MEDICOSSECTOR-32, CHD

14. RAJINDER MEDICAL STORESECTOR-32, CHD

15. BANSAL MEDICOSSECTOR-32, CHD

16. PAMMI MEDICOSSECTOR-32, CHD

17. MANOJ MEDICOSSECTOR-32, CHD

18. SANJIVNI MEDICOSSECTOR-20,CHD

19. ANIL MEDICAL HALLSECTOR-20,CHD

20. GUPTA CHEMISTSECTOR-20,CHD

21. ANAND MEDI HUBSECTOR-20,CHD

22. MY MEDICOSSECTOR-20,CHD

23. SAI MEDICAL HALLSECTOR-30,CHD

24. PRAKASH MEDICAL HALLSECTOR-21, CHD

25. PRAKASH MEDICOSSECTOR-21, CHD

26. SAGAR MEDICAL HALLSECTOR-19,CHD

27. ANIL MEDICAL HALLSECTOR-19,CHD

28. PAUL MEDICAL HALLSECTOR-19,CHD

29. JAI DURGA MEDICOSSECTOR-34, CHD

30. V.K. MEDICOSSECTOR-34, CHD

31. DIWAN MEDICOSSECTOR-34, CHD

32. CITY CHEMISTSECTOR-29, CHD

33. SADHNA MEDICAL STORESECTOR-29, CHD

34. SACHDEVA MEDICAL HALLSECTOR-29, CHD

35. SAHIB MEDICOSSECTOR-38,CHD

36. VENU MEDICAL HALL SECTOR-38,CHD

37. STANDARD MEDICAL HALLSECTOR-38,CHD

38. LUTHRA MEDICOSSECTOR-37,CHD

39. CHABBRA MEDICAL HALLSECTOR-37,CHD

40. MEHAR MEDICOSSECTOR-37,CHD

41. ANAND MEDICOSSECTOR-37,CHD

42. SHIVALIK MEDICAL HALLSECTOR-37,CHD

43. VIVA CHEMISTSECTOR-37,CHD

44. SETH MEDICAL HALLSECTOR-37,CHD

45. GURUNANAK MEDICOS PVT. LTDSECTOR-35,CHD

46. DHAVAN MEDICOSSECTOR-35,CHD

47. GAUTAM MEDICOSSECTOR-35,CHD

48. SANTOSH MEDICOSSECTOR-35,CHD

49. ASHOKA MEDICAL STORESECTOR-35,CHD

50. SINGLA MEDICARESECTOR-35,CHD

51. PREET MEDICAL HALLSECTOR-35,CHD

52. ANAND MEDICOSSECTOR-35,CHD

53. GETWELL MEDICOSSECTOR-35,CHD

54. VIVA CHEMISTSECTOR-35,CHD

55. VIVA CHEMISTSECTOR-44,CHD

56. NAV SUPERBSECTOR-44,CHD

57. CHAMBER MEDICOSSECTOR-44,CHD

58. BALAK MEDICOSSECTOR-44,CHD

59. DHANVANTI MEDICOSSECTOR-44,CHD

60. DINESH MEDICOSSECTOR-31,CHD

61. FARID MEDICAL HALLSECTOR-31,CHD

62. CARE AND CURE MEDICAL CENTRESECTOR-46,CHD

63. RAJNEESH MEDICAL HALLSECTOR-46,CHD

64. MOHIT MEDICOSSECTOR-46,CHD

65. MAA SHAKTI MEDICOSSECTOR-46,CHD

66. CMC CHEMISTSECTOR-46,CHD

67. DHALIVAL MEDICAL HALLSECTOR-47,CHD

68. SINGLA MEDICAL HALLSECTOR-47,CHD

69. OVERALL CHEMISTPHASE-1,MOHALI

70. GUPTA MEDICAL HALL PHASE-1,MOHALI

71. HARLAN MEDICAL HALLPHASE-1,MOHALI

72. BOBBY MEDICAL HALLPHASE-2,MOHALI

73. CHIEF MEDICAL HALLPHASE-2,MOHALI

74. CHAUDHARY CHEMISTPHASE-3B2,MOHALI

75. MAHA LUXMI MEDICAL HALLPHASE-3B2,MOHALI

76. BALA MEDICAL HALLPHASE-3B2,MOHALI

77. BANSAL MEDICOSPHASE-3B2,MOHALI

78. VEERJI MEDICAL HALLPHASE-3B2,MOHALI

79. RAJEEV MEDICAL HALLPHASE-5,MOHALI

80. SOND MEDICOSPHASE-5,MOHALI

81. ANAND MEDICAL HALLPHASE-5,MOHALI

82. SUKHMAN MEDICAL HALLPHASE-5,MOHALI

83. NEWTON MEDICAL HALLPHASE-6,MOHALI

84. OVERALL CHEMISTPHASE-6,MOHALI

85. CITY CHEMISTPHASE-9,MOHALI

86. MOTHER CHEMISTPHASE-9,MOHALI

87. PREET MEDICAL HALLPHASE-9,MOHALI

88. BALAJI MEDICAL HALLPHASE-9,MOHALI

89. VIVA CHEMISTPHASE-7,MOHALI

90. APPOLO MEDICOSPHASE-7,MOHALI

91. MOHALI MEDICOSPHASE-7,MOHALI

92. JK MEDICOSPHASE-7,MOHALI

93. NEW GERMENPHASE-7,MOHALI

94. SUKHIJA MEDICOSPHASE-10,MOHALI

95. VIVA CHEMISTPHASE-10,MOHALI

96. ATUL MEDICOSPHASE-10,MOHALI

97. OM MEDICAL HALLPHASE-10,MOHALI

98. RAMAN MEDICAL HALLPHASE-10,MOHALI

99. SHAWNEY MEDICAL HALLPHASE-11,MOHALI

100. JAGJIT CHEMISTPHASE-11,MOHALI

BIBLIOGRAPHY

BOOKS

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

WEBSITES www.Lupin.com www.ficci.com/studies/pharma.pdf