Dr. Reddy's lab- new product promotion

Summer Training Report

On

“   MARKETING STRATEGIES FOR NEW 

 PRODUCT PROMOTION” 

FOR 

NEW DELHI

Submitted By: GAURAV KUMAR PANDEY PGDBA (2008-2010) IIIrd Semester Marketing &H.R

GRADUATE SCHOOL OF BUSINESS & ADMINISTRATION Sector Alpha-02, Greater Noida – 201306, NCR, INDIA Ph: 0120 – 2320521, 23, 24, 25 ; Fax : 0120 – 2320522 E. mail: netgsba @nda.vsnl.net.in; Website: www.gsbaindia.org G.S.B.A, Greater Noida

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I would like to express my deep sense of gratitude to Miss Mona Singh (ASM, Dr. Reddy’s Lab.Div. Ventura, New Delhi) who offered me this opportunity to do Summer Training in such a prestigious company. I would also like to express my heartfelt thanks to Dr. P.L. Maggu (Executive Director, G.S.B.A. Greater Noida) and T.N. Srivastava Srivastava (Head of Training & Placement Department) for  their continued and inspiring guidance. Appreciation also goes to Mr. Ram Kishore (Professional Service Representative) Representative) who directly or indirectly helped me for the completion of this project. Fina Finalllly, y, I expr expres esss my de deep ep rega regard rdss to Prof. Prof. Arpita Arpita Srivast Srivastava ava (HOD, (HOD, Marketin Marketingg Depart Departmen ment, t, GSBA) GSBA) ,as well well as for our ment mentor  or  Prof. Prof. Sandeep Sandeep Agarwal Agarwal & all the other  respondents of Dr. Reddy’s Lab. who had given their valuable responses for the completion of  this project.

G.S.B.A, Greater Noida

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PREFACE

This This is the the proj projec ectt repor reportt on “MAR “MARKE KETIN TING G STRA STRATE TEGI GIES ES ON NEW NEW PROD PRODUC UCT T PROMOTION”.

The topic of the study was decided by DR. REDDY’S LAB. LTD., DELHI. The stud study y was was cond conduc ucte ted d in the the mark market et with with the the help help of Chem Chemis ists ts and and Doct Doctor orss thro throug ugh h questionnaire.

The study was confined confined to potential market of Delhi City. All efforts were made to conduct this study, as study was intended to help management in decision making. All the information & finding are presented in a simplified manner.

GAURAV KUMAR PANDEY ROLL NO- D-08-12

G.S.B.A, Greater Noida

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OBJECTIVE

This project is completed by watching Doctors prescriptions and Interacting with chemists. Data collected through this helped me to know kno w the availability and potential of DR.REDDY’S product in the market.

During interaction with the chemists, I got an opportunity to observe that how the new product is  promoted And old products are retained and what strategies need to be adopted so that product can show excellent performance in the market.

Since I was focused focused on Pediatric Pediatricss Dept., so I took the following factors factors which may be helpful helpful in increasing the sales of DRL, these are:-

     

Frequent Doctors Visits. Availability of products with retailers. Cost of product. Relations with Doctors. Samples & Gifts. Advertisement in medical journals.

G.S.B.A, Greater Noida

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CONTENT

 PROJECT

 ACKNOWEDGEMENT

 PREFACE



OBJECTIVE OF THE PROJECT.

 SNAP SHOTS OF DRL

 Z&D AGAINST DIARRHOEA

 ANALYSIS OF SUMMER TRAINING.

 QUESSTIONNAIRES.

 BIBLIOGRAPHY.

G.S.B.A, Greater Noida

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DR.REDDY’S LAB. LTD

G.S.B.A, Greater Noida

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Dr. Reddy’s Laboratories Ltd. (DRL) Established in 1984, Dr. Reddy’s Laboratories is an emerging global pharmaceutical company.

As a fully integrated pharmaceutical company, our pu rpose is to provide affordable and innovative innov ative medicines through our three core businesses: •

• •

Pharmaceutical Services and Active Ingredients, comprising our Active Pharmaceuticals and Custom Pharmaceuticals businesses; Global Generics, which includes branded and unbranded generics; and Proprietary Products, which includes New Chemical Entities (NCEs), Differentiated Formulations, and Generic Biopharmaceuticals.

Dr. Reddy's aim is to help people lead healthier lives through two parallel objectives:-

(1). Delivering affordable and accessible medication to all parts of the world; (2). Discovering, developing and commercializing innovative medicines that satisfy unmet medical needs.

HEAD OFFICE -Dr.Reddy’s Laboratories.Ltd. 7- 1 - 27 Ameerpet, G.S.B.A, Greater Noida

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Hyderabad 500 016.INDIA Tel: +91-40-23731946 Fax: +91-40-23731955 Email: [email protected]

- Dr. Anji Reddy

"Everyone has a purpose in life and a unique talent to give to others. And when we blend this unique talent with service to others, we experience the ecstasy and exultation of own spirit, which is the ultimate goal of all goals."

WHAT DRL SAYS ABOUT ITS PRODUCTS………? We, at Dr. Reddy's, bank on the strength of our products. Not only are they the logical results of our  efforts, they are also our means of achieving our end purpose of ‘helping people lead healthier lives’. Products are the only aspect of our pharmaceutical ph armaceutical value chain, which directly d irectly touch people’s lives. Our discovery centric philosophy, along with our internationally ratified facilities, enables us manufacture a range of products that are a re known for their quality and efficacy.

G.S.B.A, Greater Noida

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PRODUCTS OF DR. REDDY’S LAB. LtdReddy'ss Labora Laborator tories ies product product list list span span 24 major  major  Active Active Pharma Pharmaceut ceutical ical Ingredi Ingredients ents (API): (API): Dr. Reddy' chemistries including stereo-selective synthesis, cryogenics, hydrogenations and cyanations. It has filed 84 US DMFs, the highest in India and second highest in the world. Custom Pharmaceutical Pharmaceutical Services: Services: Dr. Reddy's executes cost-effective and time-bound projects for its customers, and provides them cGMP-compliant products manufactured in FDA-inspected, ISO-certified facilities. Generic Dosages: Dr. Reddy's Lab is a leading generic drugs manufacturer. It is the fourth largest player  in German Germany y after after the acquisi acquisitio tion n of betapha betapharm. rm. The company company has experti expertise se in custom customerer-spe specif cific ic  packaging, compliance packaging, anti-counterfeit packaging, and has won several awards globally for its packaging efforts, including the Asia Star, AmeriStar and WordStar awards. Branded Dosages: Dr. Reddy's Reddy's brands brands such such as Omez Omez (Omepr (Omeprazo azole) le),, Nise Nise (Nimes (Nimesuli ulide) de),, Stamlo Stamlo (Amlodipine), Ciprolet (Ciprofloxacin), Enam (Enalapril) and Ketorol (Ketorolac) are leaders in their  category in several countries.

Reddy'ss is active actively ly involv involved ed in drug-d drug-disc iscover overy y and clinic clinical al develop developmen mentt Discovery Discovery Research: Research: Dr. Reddy'  programs.

KEY PRODU PRODUCTS CTS Top-15 active pharmaceutical ingredients • • •

Ciprofloxacin Hydrochloride Ramipril Terbinafine HCI

G.S.B.A, Greater Noida

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• • • • • • • • • • • •

Ibuprofen Sertaline Hydrochloride Ranitidine HCI Form 2  Naproxen Sodium  Naproxen Atorvastatin Montelukast Losartan Potassium Sparfloxacin  Nizatidine Ranitidine Hydrochloride Form 1 Clopidogrel

Top-10 brands in India • • • • • • • • • •

Omez  Nise Stalmo Stalmo Beta Enam Atocor  Razo Reclimet Clamp Mintop

•

•

An integrated development across economic, environmental and social parameters is our firm commitment to stakeholders

G.S.B.A, Greater Noida

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•

At Dr Reddy's, we strive for:

Econo Economi mica calllly, y, gen genera eratiting ng su surpl rplus uses es that that ca cann be re-i re-inv nves este tedd for for the the sustainable benefit of all our stakeholders - shareholders, employees, government, suppliers, customers and lenders. Soci Social ally ly,, creat creatin ingg a po posi sititive ve im impac pactt throu through gh busin busines esss and vo volun lunta tary ry initiatives for the benefit of the local and international community. Environmentally, adopting a proactive approach towards protecting our  fragile world through clean and green practices and initiatives.

G.S.B.A, Greater Noida

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MARKETING IN PHARMACEUTICAL INDUSTRY-

Marketing in Pharmaceutical industry is totally different from other industries like FMCG. Industrial goods etc. because of following reasons :•

•

The pharmaceutical product does not reach directly as the patients consume only those brands which are being prescribed prescribed by the doctor so as we know companies can’t sell directly to patients patients i.e the end users of the products is away from companies. So there can’t be concept of direct seeking in the pharma market. So S o it is doctor who is the customer for companies. Pharma marketing is also different as the product is technical in nature as compared to any consumer product. The product has to undergo various clinical trails, medical test, before it is introduced in the market.

Strategies are followed by pharmaceutical companies:• • • • • •

Personal Selling Symposium Sample Gifts Promotional Literature Conferences Direct Mailing

G.S.B.A, Greater Noida

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INDIAN PHARMACEUTICAL INDUSTRY -

G.S.B.A, Greater Noida

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Z &D Against Diarrhoea

PAEDIATRIC ZINC AS TREATMENT FOR DIARRHOEA Every year approximately 1.7 million children die as a result of diarrhea and dehydration. In the majority of cases, this is preventable through exclusive breastfeeding, improved hygiene and sanitation and access to clean water, yet diarrhea is still one of the leading causes of death among children under five. In May 2004, WHO/UN WHO/UNICE ICEF F issued issued a joint joint statem statement ent recomm recommendi ending ng the use of zinc, zinc, an essent essential ial micron micronutr utrien ientt for human growth growth,, develop developmen mentt and mainte maintenan nance ce of the immune immune syste system, m, and a new formulation oral rehydration solution (ORS), with reduced levels of glucose and salt, as a two-pronged approach to improved case management of acute diarrhea in children. Dispersible zinc tablets, which dissolve easily in a tablespoon of clean water or breast milk, can be used for zinc supplementation for children aged one to 59 months

CONSEQUENCES OF ZINC DEFICIENCY1. Wilson Wilson disease. disease. 2 acrodermatitis enteropathica. 3 Impaired cognitive function, 4 Behavioral problems, 5 Impaired memory, 6 Learning disability and neuronal atrophy

G.S.B.A, Greater Noida

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Dr Reddy’s has launched “Z&D”- a Zinc Sulphate formulation indicated as Adjuvant therapy along with ORS in the management of Acute and persistent Diarrhea. Available in 10 & 20 mg Dispersible orange flavoured Tablets as well as in 10mg/ml & 20mg/ml Dry Syrup for pediatric use, this product is intended to supplement the ORS (Oral Rehydration Salt) market. Dr. Reddy’s is pioneer of low osmolarity ORS in India as per WHO /UNICEF guidelines. In diarrhea managem management ent Dr Reddy’ Reddy’ss has a comple complete te basket basket of Brands Brands Like Like Rebala Rebalanz, nz, Redoti Redotil, l, Lactif Lactiflor loraa and Econorm. Dr Reddy’s launch of this Zinc Formulation will complement its existing product portfolio and will also support a social initiative under its program - “Drive against Diarrhea”. Z & D has been launched nationwide. The launch of the product will commence with a series of activities across across the country country in form form of CMEs CMEs (Conti (Continui nuing ng Medica Medicall Educati Education) on),, Patien Patientt Educat Education ion Progr Programs ams,, Awareness Camps and Social Mobilization Events like ORS Marathons.

STRENGTHS SWOT ANALYSIS OF Z&D(1) (2) (3) (4) (5) (6) (7) (8)

The time time tested and trusted trusted zinc zinc therapy. therapy. Z&D is available available in dispersible dispersible Tablets & Dry Syrup (10mg and 20mg pack). Each drop of 10mg pack and 20mg pack is having 10mg and 20mg zinc respectively. Available Available in delicious delicious orange flavour. flavour. Each drop of Z&D Z&D strongly supports WHO & IAP statement. statement. Ensures Ensures high therapeutic therapeutic efficacy and clinical clinical benefits. Highly Highly helpful in the treatment treatment of Acute Acute diarrhea. diarrhea. Competencies Competencies in chemistry chemistry and process development. development.

WEAKNESS (1) Comparative Comparatively ly costlier costlier than the other brands. (2) Not available available in a wide range in in the market. market. (3) Characteri Characterized zed by low margins margins.. (4)

G.S.B.A, Greater Noida

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OPPORTUNITIES (1) Potential Potential to replace replace other zinc therapy therapy brands from from the market. (2) Can capture capture a great market market in rural areas which which are very prone to diarrhea diarrhea infection infection simply simply by reducing prices and better advertisement. (3) (3) Can Can exte extend nd its its arms arms in othe otherr devel developi oping ng count countri ries es like like Bangl Banglad ades esh, h, Turk Turkis ish h etc etc wher wheree Diarrhoea infection is large.

THREATS (1) Other low low priced priced brand can capture capture great great market market share. share. (2) Within Within India, India, Z&D’s Z&D’s largest largest rivals rivals are—  ZINCONIA ZINSY ZEMIN

ANALYSIS G.S.B.A, Greater Noida

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The Summer Training completed in two phases 1st Phase for 15days2nd Phase for 15days – 

1ST PHASE:Objective : - To know the availability of DRL’s product in the specified areas so that on that information management can maintain a smooth flow of products in the same. Materials & Methods : - The following lists of products were given

PRODUCTS

DOXOBID

(Doxophylline 400 mg)

Z&D (Zinc Sulphate 10 & 20 mg DT. & dry Syp.) MUCOLITE –SR

(Ambroxol 75 mg sustained release Cap)

Pecef (DT&Sus)

(Cefpodoxime Proxitill 50/100 mg )

Following areas as per the dates given below – 

G.S.B.A, Greater Noida

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DATE

AREA

MEDICAL STORES

PRODUCT AVAILABILITY

Doxo  bid

3/05 /09 Krishna Nagar

G.S.B.A, Greater Noida 9/06/09 Shahadara

BATRA MEDICOS √ SARASWATI MEDICOS √ BIMAL MEDICOS √ ARORA CHEMIST √ KAPOOR MEDICOS √ SAHIL MEDICOS √ BATRA MEDICINE CORNER √ SHIVA MEDICOS √ HARSH MEDICOS √ SAPRA MEDICOS √ VIVEK MEDICOS √ SHIVA MEDICOS √ MEDICINE PALACE √ VEEKAY MEDICOS CHEMIST MEDICINE PALACE √ RELIANCE MEDICARE √ SUPER MEDICOS √ CHEMIST PAWHA PHARMACY √ DEEKAY MEDICOS √ STAR MEDICOS √ IRWIN MEDICOS √ FRIENDS MEDICOS √ SHIV SHYAM MEDICOS HARSH MEDICOS √ BHHASIN MEDICAL STORE √ SAHIL MEDICOS √ SHIV MEDICOS √ TRIVENI MEDIWAYS v KAPOOR MEDICOS √ BATRA MEDICOS √ SHIVA MEDICOS √ SARASWATI MEDICAL √ VIMAL MEDICOS √ SAPRA MEDICAL STORE √ SINGH MEDICOS √ BHAI MEDICOS √ KUSHYAP MEDICAL STORE √ POOJA MEDICOS √ PARIKH MEDICOS √ HANS MEDIWAYS √ SRIRAM MEDICOS √ MEDICOS CHEMIST √ GUPTA MEDICAL STORE √ SACHIN MEDICOS √ POOJA MEDICOS √ ARORA MEDICOS √

Z& D

Muc olite

Pecef 

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Raj medicos Sharma medicos Jagdamba medicos Karshini medical store Kartik medicos Bhardwaj medical store Shri balaji medicos Sapna medical store Blason medicos Raj medical store Kumar medical store Surya medical store Jai ambey medicos Suneja medical store Tarun medical store

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√ Happy medical store Mahi medical store Gaurav medical store Suresh medical store Sapna medical store R.M medical store Pee kay medical store Kapoor medical store Keshav gupta Plus point pharma Goyal medicos Dass medical store

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Shri ram medical store

G.S.B.A, Greater Noida

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G.S.B.A, Greater Noida

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VIDYA MEDICOS JINDAL PHARMA SAI MEDICAL STORE BHATT MEDICAL STORE PRASAD MEDICOS DEEPAK MEDICOS AJAY CHEMIST BAHAL MEDICOS SHRI KRISHNA RAMA MEDICOS VASISTHA MEDICOS C R S HEALTH CARE JENENDRA MEDICOS SUPER MEDICOS PUJARI MEDICOS MED. CORNER DRUG POINT NAVEEN MEDICOS FAMILY MED. STORE RAJ MEDICOS BHATT MEDICOS JAI MEDICAL STORE JINDAL MEDICOS BHAGWATI MEDICOS PREM JI MEDICAL STORE VANDARI DISPENSARI SURYA MEDICAL SIMRAN MEDICOS

G.S.B.A, Greater Noida

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Total no. of Chemists covered in six days- 110 Results: - I observed the following things during my market survey: -

(1) From the List- Two  No. of chemists were having – 

Pecef (DT&Sus) DOXOBID

(Cefpodoxime Proxitill 50/100 mg) (Doxophylline 400 mg)

-63 -62

Z&D (Zinc Sulphate 10 & 20 mg DT. & dry Syp.)

- 69

MUCO MUCOLI LITE TE –SR –SR (Ambr Ambrox oxol ol 75 mg SR Cap) Cap)

- 54

(2) Z&D competitors

COMPETITORS OF Z&DBRAND NAME ZINCONI A ZINCOV COVIT ZINSY RICONIA

MANUFACTURERS

ZUVENTUS APEX LA LAB.L B.LTD. PHARMED MEDICARE PVT.LTD RANBAXY

G.S.B.A, Greater Noida

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2nd PHASE This phase covered in a hospital –  (A) CHACHA NEHRU BAL CHIKITSALAYA,GEETA COLONY -- CNBC, DELHI

SWAMI DAYANAND HOSPITAL, SHAHADRA, DELHI—S.D.N.HOSPITAL-

Objective: - To collect the data regarding prescriptions for Diarrhoea with a main focus on Z&D and its competitors.

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Materials & Method: - In S.D.N.Hospital 90% cases were coming o f Acute Diarrhoea (A.D) I was in regular touch with the paediatrics doctors recommending. Zinc Therapy in the form of Syp. Zinconia and other brands. After telling Z&D and its features to them, I found drastic change in prescriptions.Most of doctors was  prescribing Z&D. Ragarding data collection, were given information sheets from DRL’S side. I collected data from 8 doctors• • • • •

DR. M.L. JAIPAL (HEAD OF PAEDIARTRICS, S.D.N.) DR. S.B. SINGH DR.S.S. BISHT DR. JASWANT SINGH DR. ANIL KUMAR SAINI

SHEET OF THE COLLECTED DATANAME OF THE DOCTOR- DR. JASWANT SINGH ZINC S.NO. PATIENT NAME A.D/P.D ORS THERPY

HOSPITAL-SDH ANTIBIOTIC

ANY OTHER MEDICATION

1

Rohit

A.D

ORS

------

Syp Vomitend

2 3 4 5 6 7 8

Ramesh vinita Nidhi Komal Mohan Tena Salman

A.D A.D A.D A.D A.D A.D A.D

ORS ORS ORS ORS ORS ORS ORS

------ZINCONIA Z&D --------Z&D --------

Norfazole Syp Syp Clavi Clavima max, x,Me Ment ntna nall TZ Norfazole ---------------------Norfazole Ofloxmn

G.S.B.A, Greater Noida

Syp PCM Syp PCM,Tab. Cafrixime Syp PCM Cyclopam ----------Zomatril -----------

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9 10 11 12 13 14 15 16

Kusum Amit Sunil Sumitl Sameer Varun Lalita Akshat

A.D A.D A.D A.D A.D A.D A.D A.D

ORS ORS ORS ORS ORS ORS ORS ORS

17 20 21 22 23 24 25

Fazal Mohd. Asif Ashu Urmi Twinkle Muskan Nishika

A.D A.D A.D A.D P.D A.D A.D

ORS ORS ORS ORS ORS ORS

26

Sahil khan

A.D

ORS

Z&D

----------

27 28 29 30

Charu Farookh Rohit Sadaam

A.D A.D A.D A.D

ORS ORS ORS ORS

ZINCONIA Z&D Z&D Z&D

Syp. Norfazole Mentnal TZ Mentnal TZ Syp.Mentnal TZ

G.S.B.A, Greater Noida

Z&D Z&D Z&D Z&D Z&D ZINCONIA ZINCONIA --------ZINCONIA Z&D Z&D Z&D

Syp Mentnal TZ ----------Syp Mentnal TZ Syp Mentnal TZ Syp Mentnal TZ Norfazole Norfazole,Clavimax Syp. Norfazole Syp Syp Clavi Clavima max, x,Me Ment ntna nall TZ Cap. Penclax ---------------------Mentnal TZ Syp. Norfazole

Zomatril Syp PCM Zomatril Cyclopam Syp PCM,Cetrizine Syp PCM Syp PCM,Tixylix Syp PCM Syp PCM,Syp Bronchrax Syp PCM,Syp Bronchrax Phenairgen --------Nutralin B Inj. Perinom,Phenairgen, Syp. PCM, Tab. Cafrixime Sy p. Perinom, Racigyl sachet(mg) K.V.O., K.V.O., Inj. Ampi.250 mg,I mg,Inj. nj. Perinom Syp. PCM Zomatril Inj. Perinom

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MARKET SHARE IN SDN HOSPITAL

Z&D 25%

ZEMIN 38% in

ZINSY 42%

Z&D

ZINSY ZEMIN

Total No. of prescription seen- 380 Total No. of prescriptions for Z&D (before doctor visits) - 155 Total No. of prescriptions for Z&D (after doctor visits) – 219 Total No. of prescription for other zinc therapies (before doctor visits) – 220 Total No. of prescription for other zinc therapies (after doctor visits) - 160

Results: Most Most of the the doct doctor orss pref prefer erre red d Z&D Z&D as Zinc Zinc Ther Therapy apy agai agains nstt diar diarrh rhea ea.. Chacha Chacha Nehru Nehru Bal

Chikitsalaya,Delhi G.S.B.A, Greater Noida

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1:- Dosage form. 2:- Advertisement. 3:-Frequency of doctor visits by Medical representitative. 4:- Samples & gifts. 5:- Quality of products. 6:- Aviability of products.

G.S.B.A, Greater Noida

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Q. Please mark on those medicines of Dr. Reddy’s which are available in your store—  Here is the product list--Q. What are the brands you most frequently sell of (products) ? BRAND NAME

PACK

NO. OF UNITS

Q. How much stock do you have from the latest introduction of DR.REDDY’S LAB.LTD?

Latest Introduction of Dr.Reddy’s are:-

PRODUCTS

NO. OF UNITS

DOXOBID

(Doxophylline 400 mg)

MUCOLITE –SR

(Ambroxol 75 mg sustained release Cap)

Pecef (DT&Sus)

(Cefpodoxime Proxitill 50/100 mg )

Q. Doctors preferring the DRL brand areNAME OF THE DOCTOR

HOSPITAL

Q. Doctors preferring the other brands of eg Doxobid against respirstory disease areBRAND NAME

NAME OF THE DOCTOR

HOSPITAL

Q. Any complaints from the patients? A. ------------------------------------------------------------------

SUGGES SUGG ESTI TION ONS S & RE RECO COMM MMEN ENDA DATI TION ONS S TO BO BOOS OST T UP SALES OF DRLG.S.B.A, Greater Noida

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Following things may be helpful in increasing the sales of a company, these are:         

Frequent Doctors Visits. Availability of products with retailers. Reputation of company. Cost of product. Relations with Doctors. Samples & Gifts. Dosage. Advertisement in medical journals. Quality assurance. Maintaning better relations with the doctors. DRL is taking very most care to satisfy the above factor however but a little extra care & also monitors monitors the feedback provided by its marketing executives e xecutives then the results will boost up. In my view following key factors should also be kept in mind.     

Before Before launching launching a new produc productt compan company y should should provid providee inform informati ation on to the chemis chemists ts by arranging get together & Seminars. Company should keep in mind about cost factor  Quality of the products should be maintained. Company should give more profit to the chemists c hemists The company should work more on replacement schemes. replacement of expired medicines.

BIBLIOGRAPHY 

G.S.B.A, Greater Noida

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(A) NEWS PAPERS: ECONOMIC TIMES  TIMES OF INDIA  BUSINESS TODAY

(B) MAGZINES: BUSINESS INDIA  BUSINESS WORLD  INDIA TODAY

(C) BOOKS:MANGEMENT - PHILIP KOTLER   MARKETING MANGEMENT  GSBA LIBRARY.

G.S.B.A, Greater Noida

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