Summer internship project report ranabxy kishan kumar_2010096


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Summer internship project report ranabxy kishan kumar_2010096

  1. 1. To Study the Market Potential of Multi-Vitamin (both OTC & Prescription Driven) & Antibiotic (Cefexime).SIP project report submitted in partial fulfillment of the requirements for the PGDM program. By: Kishan Kumar 2010096 Supervisors: 1. Company Guide: Mr. Pradeep Sachdeva 2. Faculty Guide: Prof. Rajkumar Phatate Institute of Management Technology, Nagpur. 2010-12 1
  2. 2. AcknowledgementsI take this opportunity to acknowledge and express my gratitude towards some of the mosteminent people whose presence is noteworthy & seminal in giving me a grand opportunity toassociate myself with an esteemed organization like Ranbaxy Laboratories Limited.I am grateful to Mr. Pradeep Sachdeva, Sales Manager-Pharma at Ranbaxy LaboratoriesLimited for entrusting upon me confidence and providing me a chance to get an on-the-jobexperience in the various fields of Marketing.I am thankful to him for his endeavour towards providing continuous guidance to help buildan understanding of the practical aspects of the work, gain knowledge & valuableexperiences. I am grateful to him for his outreaching support and helping to build amotivating work environment and inculcating a feeling of constantly striving to achievehigher goals.His enterprising, dynamic, forward-looking, radical approach provides an opportunity towork under an accomplished mentor like him to inculcate and instil valuable talent.I consider my nearly two months Summer Internship at Ranbaxy Lab. Ltd. to be a cruciallearning period. I am deeply indebted to all the supervisors for providing all the support whennecessary.I am also thankful to Faculty Mentors Prof. Rajkumar Phatate for their helpful nature andvaluable guidance provided time and again. Their suggestions have been instrumental inbuilding the foundation for the draft report.Finally, I would like to extend my sincere gratitude to all the involved persons in this projectnamely, Mr Rajeev Verma (Regional Manager), Mr. Kulmeet Singh (District Manger)and Mr. Bambam Kumar Jha. Without your willingness, suggestions and insights, thisproject would not have been completed. KISHAN KUMAR 2010096 PGDM-Marketing & Operations Institute of Management Technology, Nagpur 2
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  4. 4. TABLE OF CONTENTSSL No. Topic Page No.1 Acknowledgement 22 Certificate 33 Executive Summary 54 Introduction to Pharmaceutical Industry 65 Major Pharmaceutical Companies in India 106 Government Initiatives and Investments 117 The Changing Perception 138 Emerging Trend 149 Challenges and Future Growth 1610 Introduction to Projects 1811 Objective of Study 1912 Description of the concepts introduced in the 20 study13 About Ranbaxy 2114 Task 1 : Doctors perception while prescribing 29 Multi-Vitamin and Anti-Biotic- Cefexime.15 Task 2: Market Potential of Multi-Vitamin and 34 Antibiotics – Cefexim (OTC and Prescription driven)16 Bibliography 45 4
  5. 5. Executive SummaryThe summer training that we do is to get an experience of how the corporate world functionsand how the theory is different from the practical aspects of the industry. For the samepurpose I got an opportunity for my training at Ranbaxy Lab Ltd in Pharma Division inMarketing Department.There were two projects that were completed by me :-1.) Doctors perception while prescribing Multi-Vitamin and Anti-Biotic- Cefexime. In this project was to find out what doctors think in a patient and in amedicine, before they prescribe it to a patient. First I was to select the appropriateresearch method, which was taken up as survey method through filling up ofquestionnaires by doctors. To start with I visited a few doctors in advance to collect allthe factors upon which I have to search upon and to learn about all the constraints I canface up at the time of research.2.) Market Potential of Multi-Vitamin and Anti-Biotics – Cefexim (OTC andPrescription driven) In this project I was to look into sales pattern of products of Ranbaxy and othercompeting firms like, FDC, Glaxo SmithKlin, Nicholas, Intas, Mankind to name a few.This time I was to make questionnaire for retailers to get their support for my study. Buthere the main consideration I was to look in was the mood swings of a sample. 5
  6. 6. Introduction to Pharmaceuticals IndustryIntroductionThe Indian pharmaceutical industry currently tops the chart amongst Indias science-basedindustries with wide ranging capabilities in the complex field of drug manufacture andtechnology. A highly organized sector, the Indian pharmaceutical industry is estimated to beworth $ 4.5 billion, growing at about 8 to 9 percent annually. It ranks very high amongst allthe third world countries, in terms of technology, quality and the vast range of medicines thatare manufactured. It ranges from simple headache pills to sophisticated antibiotics andcomplex cardiac compounds, almost every type of medicine is now made in the Indianpharmaceutical industry.The Indian pharmaceutical sector is highly fragmented with more than 20,000 registered units.It has expanded drastically in the last two decades. The Pharmaceutical and Chemicalindustry in India is an extremely fragmented market with severe price competition andgovernment price control. The Pharmaceutical industry in India meets around 70% of thecountrys demand for bulk drugs, drug intermediates, pharmaceutical formulations,chemicals, tablets, capsules, orals and injectibles. There are approximately 250 large units andabout 8000 Small Scale Units, whichform the core of the pharmaceutical industry in India (including 5 Central Public SectorUnits).The Government has also played a vital role in the development of the India SoftwareIndustry. In 1986, the Indian government announced a new software policy which wasdesigned to serve as a catalyst for the software industry. This was followed in 1988 with theWorld Market Policy and the establishment of the Software Technology Parks of India (STP)scheme. In addition, to attract foreign direct investment, the Indian Government permittedforeign equity of up to 100 percent and duty free import on all inputs and products.Current ScenarioThe industry has enormous growth potential. Factors listed below determine the risingdemand for pharmaceuticals.• The growing population of over of a billion• Increasing income• Demand for quality healthcare service• Changing lifestyle has led to change in disease patterns, and increased demand for newmedicines to combat lifestyle related diseasesMore than 85 per cent of the formulations produced in the country are sold in the domesticmarket. India is largely self-sufficient in case of formulations. Some life saving, newgeneration under-patent formulations continue to be imported, especially by MNCs, whichthen market them in India. Overall, the size of the domestic formulations market is aroundRs160 billion and it is growing at 10 per cent per annum. 6
  7. 7. Demand for drugs for treatment of lifestyle-related diseases such as diabetes, cardiovasculardiseases, and central nervous system are on the increase. There are around 700,000 new casesof cancer each year and total of around 2.5 million cases. It is estimated that there are around40 million people in India with diabetes and the number is rising, 5.1 million.HIV/AIDS patients, and 14 million tuberculosis cases. According to industry reports, whilethe Indian pharmaceutical industry witnessed a growth of 7 percent, the cardio-vascularsegment recorded 15 to 17 percent growth and anti-diabetes segment of over 10-12 percentgrowth. 7
  8. 8. Diagnostic Outsourcing/ Clinical TrailsThe Indian diagnostic services are projected to grow at a CAGR of more than 20 per centduring 2010-2012.Some of the major Indian pharmaceutical firms, including Sun Pharma, Cadilla Healthcareand Piramal Life Sciences, had applied for conducting clinical trials on at least 12 new drugsin 2010, indicating a growing interest in new drug discovery research.GenericsIndia tops the world in exporting generic medicines worth US$ 11 billion and currently, theIndian pharmaceutical industry is one of the worlds largest and most developed.Moreover, the Indian generic drug market to grow at a CAGR of around 17 per cent between2010-11 and 2012-13. Union Minister of Commerce and Industry and Minister for Trade andIndustry, Singapore, have signed a Special Scheme for Registration of Generic MedicinalProducts from India in May 2010, which seeks to fast-track the registration process forIndian generic medicines in Singapore.Advantage IndiaThe Indian Pharmaceutical Industry, particularly, has been the front runner in a wide range ofspecialties involving complex drugs manufacture, development and technology. With theadvantage of being a highly organised sector, the pharmaceutical companies in India aregrowing at the rate of $ 4.5 billion, registering further growth of 8 - 9 % annually.More than 20,000 registered units are fragmented across the country and reports say that 250leading Indian pharmaceutical companies control 70% of the market share with stark pricecompetition and government price regulations.Competent workforce: India has a pool of personnel with high managerial and technicalcompetence as also skilled workforce. It has an educated work force and English iscommonly used. Professional services are easily available.Cost-effective chemical synthesis: Its track record of development, particularly in the area ofimproved cost-beneficial chemical synthesis for various drug molecules is excellent. Itprovides 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 solidlegal framework and strong financial markets. There is already an established internationalindustry and business community.Information & Technology: It has a good network of world-class educational institutions andestablished strengths in Information Technology.Globalization: The country is committed to a free market economy and globalization. Aboveall, it has a 70 million middle class market, which is continuously growing. 8
  9. 9. Consolidation: For the first time in many years, the international pharmaceutical industry isfindinggreat opportunities in India. The process of consolidation, which has become a generalizedphenomenon in the world pharmaceutical industry, has started taking place in India. 9
  10. 10. MAJOR PHARMACEUTICAL COMPANIES IN INDIASome of the leading Indian players by sales (Rs. cr.)Company Name Sales in Rs. Cr. Year EndCipla 6172.55 31st March 2011Ranbaxy Lab 5266.71 31st December 2010Dr Reddys Labs 5253.68 31st March 2011Sun Pharma 5721.43 31st March 2011LupinLtd 4767.84 31st March 2010Aurobindo Pharma 3319.60 31st March 2010Piramal Health 2509.86 31st March 2011Cadila Health 2468.40 31st March 2010Matrix Labs 2776.82 31st March 2010Wockhardt 3751.2 31st March 2011 Company Wise Sales Chart Cadila Health Piramal Health 6% 6% Matrix Labs Cipla 7% 15% Aurobindo Sun Pharma Pharma 8% 14% Wockhardt Ranbaxy Lab 9% 12% LupinLtd 11% Dr Reddys Labs 12% 10
  11. 11. GOVERNMENT INITIATIVES AND INVESTMENTGovernment Initiative100 per cent foreign direct investment (FDI) is allowed under the automatic route in thedrugs and pharmaceuticals sector including those involving use of recombinant technology.(DIPP)The Government plans to set up a US$ 639.56 million venture capital (VC) fund to give aboost to drug discovery and strengthen the pharma infrastructure in the country.The Government had issued an expression of interest (EoI) for technical and financial bidsfor the selection of a global level consultant (GLC) for the preparation of a detailed projectreport (DPR) in order to develop India as a drug discovery and pharma innovation hub by2020. The Drugs and Pharmaceuticals Manufacturers Association has received an in-principleapproval for its proposed special economic zone (SEZ) for pharmaceuticals, bulk drugs,active pharmaceutical ingredients (APIs) and formulations to be located at Nakkapallimandal in Visakhapatnam district.The Department of Pharmaceuticals has prepared a "Pharma Vision 2020" for making Indiaone of the leading destinations for end-to-end drug discovery and innovation and for thatpurpose provides requisite support by way of world class infrastructure, internationallycompetitive scientific manpower for pharma research and development (R&D), venture fundfor research in the public and private domain and such other measures.The government plans to open 3,000 Jan Aushadhi stores, which sell unbranded generic drugsat heavy discounts to branded drugs, in the next two years.InvestmentThe healthcare sector has attracted growing investor support in 2010 with nearly a tenth ofthe total private equity funding going to this sector. In the third quarter the calendar year2010, a total of US$ 2,047 million was invested across 88 deals, of which 9 per cent werehealthcare deals.The pharma, healthcare and biotech sector witnessed five merger and acquisition transactions(M&A) worth US$ 250 million.The drugs and pharmaceuticals sector has attracted FDI worth US$ 1,825.43 million betweenApril 2000 and September 2010.Some of the major investment developments in the sector include:• Hyderabad-based Natco Pharma plans to raise US$ 22.22 million to fund its expansionplans and research activities.• Private equity major Sequoia Capital has made its first investment in the pharmaceutical 11
  12. 12. sector in the country by investing US$ 15.86 million into Celon Labs, which will use thefunds to double its manufacturing facility.Belgium based Helvoet Pharma, part of the Daetwyler Group is setting up its first greenfield production facility in Khandala Industrial Area, phase I (SEZ), on Pune- Bangalore Highway, near Pune. The company has invested US$ 26.56 million for the plant.• Swiss Pharma major Lonza AG, would invest around US$ 55.33 million through itsIndian subsidiary in a phased manner in Genome Valley project, Hyderabad, said Stefan Borgas, CEO, Lonza.• Chennai-based Bafna Pharmaceuticals plans to raise around US$ 4.43 million for itsfuture expansion by issuance of warrants and shares.• Hyderabad Menzies Air Cargo Private Limited, a joint venture between GMRHyderabadInternational Airport Limited (GHIAL) and Menzies Aviation, has launched Indias firstairport-based pharma zone, dedicated pharmaceutical cargo storage and handling facility, atHyderabad. The project involved an investment of US$ 1.22 million. 12
  13. 13. The Changing PrescriptionAs per WTO, from the year 2005, India granted product patent recognition to all newchemical entities (NCEs) i.e., bulk drugs developed then onwards. This introduction ofproduct patent regime from January 2005 is leading into long-term growth for the futurewhich mandated patent protection on both products and processes for a period of 20 years.Under this new law, India will be forced to recognize not only new patents but also anypatents filed after January 1, 1995. Under changed environment, the industry is being forcedto adapt its business model to recent changes in the operating environment.Indian pharmaceutical industry is mounting up the value chain. From being a pure reverseengineering industry focused on the domestic market, the industry is moving towards basicresearch driven, export oriented global presence, providing wide range of value added qualityproducts and services, innovation, product life cycle management and enlarging their marketreach. The old and mature categories like anti-infectives, vitamins, analgesics are de-growingwhile, new lifestyle categories like Cardiovascular, Central Nervous System (CNS), AntiDiabetic are expanding at double-digit growth rates. 13
  14. 14. Emerging TrendThe Indian pharmaceutical industry is now discovering new opportunities of growth inclinical research, contract research, manufacturing and innovation opportunities. This pathcan lead the Indian pharmaceutical industry to huge success endeavors.Research & DevelopmentResearch & Development is the key to the future of pharmaceutical industry. Thepharmaceutical advances for considerable improvement in life expectancy and health all overthe world are the result of a steadily increasing investment in research. There is considerablescope 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 candevelop combinatorial chemistry, new synthetic molecules and plant derived candidate drugs. 14
  15. 15. The R & D expenditure by the Indian pharmaceutical industry is around 1.9 per cent of theindustry‟s turnover, which is a little low as compared to foreign research basedpharmaceutical companies. However, now that India is entering into the Patent protectionarea, many companies are spending relatively more on R & D. When it comes to clinicalevaluation at the time of multi-center trials, India is providing a strong base considering thereal availability of clinical materials in diverse therapeutic areas. According to a survey bythe Pharmaceutical Outsourcing Management Association and Bio/PharmaceuticalOutsourcing Report, pharmaceutical companies are utilizing substantially the services ofContract Research Organizations (CROs). Indian Pharmaceutical Industry, with its richscientific talents, provides cost-effective clinical trial research. It has an excellent record ofdevelopment of improved, cost-beneficial chemical syntheses for various drug molecules.Some MNCs are already sourcing these services from their Indian affiliates.Product developmentFor years, firms have made their ways into the global market by researching genericcompetitors to patented drugs and following up with litigation to challenge the patent. Thisapproach remains untouched by the new patent regime and looks to increase in the future.However, those that can afford it have set their sights on an even higher goal: new moleculediscovery. Although the initial investment is huge, companies are lured by the promise ofhefty profit margins and the recognition as a legitimate competitor in the global industry.Small and medium enterprisesThe excise structure changed so that companies now have to pay a 16 per cent tax on themaximum retail price of their products, as opposed to on the ex-factory price. Consequently,larger companies are cutting back on outsourcing and what business is left is shifting tocompanies with facilities in the four tax-free states - Himachal Pradesh, Jammu & Kashmir,Uttaranchal and Jharkhand. SMEs have been finding it difficult to find the funds to upgradetheir manufacturing plants, resulting in the closure of many facilities. In terms of the globalmarket, India currently holds a modest 1-2 per cent share, but it has been growing atapproximately 10 per cent per year. India gained its foothold on the global scene with itsinnovatively-engineered generic drugs and active pharmaceutical ingredients (API), and it isnow seeking to become a major player in outsourced clinical research as well as contractmanufacturing and research. 15
  16. 16. CHALLENGES & FUTURE GROWTHChallengesOver the past decade, pharmaceutical companies have entered a difficult period whereshareholders, the market and regulators have created significant pressures for change withinthe industry. The core issues for most of drug companies are declining productivity of in-houseR & D, patent expiration of number of block buster drugs, increasing legal and regulatoryconcern, and pricing issue. As a result larger pharmaceutical companies are shifting to newbusiness model with greater outsourcing of discovery services, clinical research andmanufacturing.Current global financial conditions and the threat of a broad recession accelerated thetimetable for implementing transformational changes in global organizations, as the industryconfronts lower corporate stock prices and an increasingly cost-averse customer. Leaders ofthe largest global pharmaceutical companies recognize the need for transformational changein their organizations, but will need to move swiftly to ensure sustained growth.Transformations in the business model of larger pharmaceutical industry spell moreopportunities for Indian pharmaceutical companies. Pharmaceutical production costs arealmost 50 percent lower in India than in western nations, while overall R&D costs are aboutone-eighth and clinical trial expenses around one-tenth of western levels.The Indian stock market may be dreading a possible recession but Indian pharma companiesseem unfazed by slowdown fears. Riding on better sales in the domestic and export markets,Indian pharmaceutical industry is expected to continue with its good perform ance. TodayIndian pharmaceutical Industry can look forward to the years to come, with greatexpectations. There are opportunities in expanding the range of generic products as moremolecule come off patent, outsourcing, and above all, in focusing into drug discovery asmore profits come from traditional plays. At the same time, the Indian Pharma Industry wouldhave to contend with several challenges particularly the :-• Effects of new product patent• Drug price control• Regulatory reforms• Infrastructure development• Quality management and• Conformance to global standards.GrowthThe Indian pharmaceutical market reached US$ 10.04 billion in size, with a value-wisegrowth rate of 20.4 per cent over the previous years corresponding period on a MovingAnnual Total (MAT) basis for the 12 months ended July 2010.Cipla maintained its leadership position in the domestic market with 5.27 per cent share, 16
  17. 17. followed by Ranbaxy. The highest growth in the domestic market was for Mankind Pharmawhich grew 37.2 per cent. Leading companies in the domestic market such as Sun Pharma(25.7per cent), Abbott (25 per cent), Zydus Cadila (24.1 per cent), Alkem Laboratories (23.3 percent), Pfizer (23.6 per cent), GSK India (19 per cent), Piramal Healthcare (18.6 per cent) andLupin (18.8 per cent) had impressive growth during July 2010, shows the data.The pharmaceuticals industry in India will grow by over 100 per cent over the next twoyears. The pharmaceutical industry is currently growing at the rate of 12 per cent, but thiswill accelerate soon. The sale of all types of medicines in the country stands at US$ 9.61billion, which is expected to reach around US$ 19.22 billion by 2012.Indias domestic pharmaceutical market is valued approximately at US$ 12 billion in 2010,and has shown a strong growth of 21.3 per cent for the 12 months ending September 2010.It estimates that over the next 10 years, the domestic market will grow to US$ 49 billion, ata compounded annual growth rate (CAGR) of 15 per cent.The formulations industry is expected to prosper parallel to the pharmaceutical industry. It isexpected that the domestic formulations market in India will grow at an annual rate of around17 per cent in 2009-10, owing to increasing middle class population and rapid urbanization. 17
  18. 18. Introduction To ProjectsDuring my summer internship, I was assigned the project on the new product launched byRanbaxy Laboratories Ltd., SKIFI, doing its doctor perception analysis, assisting retailers,and promoting the product to get and upper hand over the competitor‟s product with the sameformula/composition. For these I need to study the Anti-biotic (Cefexime) market of South-Delhi for this formula, specifically marketing and sales strategy of Ranbaxy Lab Ltd as wellas of its competitors like Sun Pharma, Cipla, FDC, Mankind, Intas and find out the regionswhere Ranbaxy is leading or lacking its competitors.My project was to study all the major supported products of cefexime formula and comparingon how Ranbaxy stands against its competitors. Ranbaxy has launched this product whichhas got its own USP, i.e. it is Mouth Dissolving and is in Mango flavor and has lowestprice, which today no other product has, and this has a great advantage for Ranbaxy incapturing the market of anti-biotic with cefexime formula. 18
  19. 19. Objectives of the StudyAfter the completion of this project, we will have a deeper insight into the anti-biotic(Cefexime) market and multi-vitamin market in Delhi and would make us understand whereRanbaxy actually lacks and where it has a competitive edge. We will get to know whether itis customer service or the product itself responsible for its kind of market share or is thereany problem with the brand awareness? After this study we will be able to know what theDoctors think about Ranbaxy Lab Limited.The main objective of this project is to conduct a Business Research to know Doctorsperception about the past products. This study will also assist Ranbaxy to know where theyhave to improve to treat Doctors and patients better. 19
  20. 20. Description of the concepts introduced in the study.An Exploratory Research method i.e. Field Survey was used in this study to collect the datafrom various Doctors in South-Delhi and the chemist‟s shops near around.Exploratory research helps us to determine the best research design and data collectionmethod. There are various data limitations; we need to take decision in short period of timefor which exploratory research is suitable. 20
  21. 21. About RANBAXYProfileRanbaxy Laboratories Limited (Ranbaxy), Indias largest pharmaceutical company, is anintegrated, research based, international pharmaceutical company, producing a wide range ofquality, affordable generic medicines, trusted by healthcare professionals and patients acrossgeographies. Ranbaxy today has a presence in 23 of the top 25 pharmaceutical markets of theworld. The Company has a global footprint in 46 countries, world-class manufacturingfacilities in 7 countries and serves customers in over 125 countries.In June 2008, Ranbaxy entered into an alliance with one of the largest Japanese innovatorcompanies, Daiichi Sankyo Company Ltd., to create an innovator and generic pharmaceuticalpowerhouse. The combined entity now ranks among the top 20 pharmaceutical companies,globally. The transformational deal will place Ranbaxy in a higher growth trajectory and itwill emerge stronger in terms of its global reach and in its capabilities in drug developmentand manufacturing.MissionRanbaxys mission is „Enriching lives globally, with quality and affordable pharmaceuticals.Vision-2012Achieve significant business in proprietary prescription products by 2012 with a strongpresence in developed markets.ProductsUsing the finest R&D and Manufacturing facilities, Ranbaxy Laboratories Limitedmanufacture and markets generic pharmaceuticals, value added generic pharmaceuticals,branded generics, active Pharmaceuticals (API) and intermediates.The Company remains focused on ascending the value chain in the marketing ofpharmaceutical substances and is determined to bring in increased revenues from dosageforms sales.Ranbaxys diverse product basket of over 5,000 SKUs available in over 125 countriesworldwide encompasses a wide therapeutic mix covering a majority of the chronic and acutesegments. Healthcare trends project that the chronic treatment segments will outpace theacute treatment segments, primarily driven by a growing aging population and dominance oflifestyle diseases. Our robust performance in Cardiovasculars, Central Nervous System, 21
  22. 22. Respiratory, Dermatology, Orthopedics, Nutritionals and Urology segments, clearly indicatesthat the Company has strengthened its presence in the fast-growing chronic and lifestyledisease segments.Top 10 Molecules (2010)•Valacyclovir•Simvastatin•Donepezil•Atorvastatin & Combinations•Co-amoxyclav & Combinations•Ciprofloxacin & Combinations•Ketorolac Tromethamine•Imipenem+Cilastatin•Ginseng+Vitamins•Loratadine & CombinationsTradingIn 1998, Ranbaxy entered the United States, the worlds largest pharmaceuticals market andnow the biggest market for Ranbaxy, accounting for 28% of Ranbaxys sales in 2005.For the twelve months ending on 31 December 2005, the companys global sales were at US$1,178 million with overseas markets accounting for 75% of global sales (USA:28%, Europe: 17%, Brazil, Russia, and China: 29%). For the twelve months ending onDecember 31, 2006, the companys global sales were at US $1,300 million.On 23 June 2006, Ranbaxy received from the United States a 180-day exclusivity period tosell simvastatin (Zocor) in the U.S. as a generic drug at 80 mg strength. Ranbaxy competeswith the maker of brand-name Zocor, Merck & Co.; IVAX Corporation (which was acquiredby and merged into Teva Pharmaceutical Industries Ltd.), which has 180-day exclusivity atstrengths other than 80 mg; and Dr. Reddys Laboratories, also from India, whose authorizedgeneric version (licensed by Merck) is exempt from exclusivity.On 10 June 2008, Japans Daiichi Sankyo Co. agreed to take a majority (50.1%) stake inRanbaxy, with a deal valued at about $4.6 billion. Ranbaxys Malvinder Singh remained as 22
  23. 23. CEO after the transaction. Malvinder Singh also said that this was a strategical deal and not asell out.R&DRanbaxy views its R&D capabilities as a vital component of its business strategy that willprovide a sustainable, long-term competitive advantage. The Company has a pool of over1,200 R&D personnel engaged in path-breaking research.Ranbaxy is among the few Indian pharmaceutical companies in India to have started itsresearch program in the late 70s, in support of its global ambitions. A first-of-its-kind worldclass R&D centre was commissioned in 1994. Today, the Company has multi-disciplinaryR&D centers at Gurgaon, in India, with dedicated facilities for generics research andinnovative research. The R&D environment reflects its commitment to be a leader in thegenerics space offering value added formulations and development of NDA/ANDAs, basedon its Novel Drug Delivery System (NDDS) research capability. Ranbaxy‟s first significantinternational success using the NDDS technology platform came in September 1999, whenthe Company out-licensed its first once-a-day formulation to a multinational company.In July 2010, Ranbaxy‟s New Drug Discovery Research (NDDR) was transferred to DaiichiSankyo India Pharma Private Limited as part of the strategy to strengthen the global Researchand Development structure of the Daiichi Sankyo Group. While NDDR will now become anintegral part of Daiichi Sankyo Life Science Research Center in India, based in Gurgaon,Ranbaxy will continue to independently develop and later commercialise the anti-malarialnew drug, Arterolane + PQP, which is currently in Phase III trials. Ranbaxy will also explorethe further development of late stage programs developed by NDDR in the last few years,including the development programs in the GSK collaboration. Within Ranbaxy, R&D ofGenerics will now get a sharper focus, as the Company is increasingly working on morecomplex and specialist areas.AcquisitionOn June 11, 2008, Daiichi-Sankyo acquired a 34.8% stake in Ranbaxy, for a value $2.4billion. In November 2008, Daiichi-Sankyo completed the takeover of the company from thefounding Singh family in a deal worth $4.6 billion by acquiring a 63.92% stake in Ranbaxy.The addition of Ranbaxy Laboratories extends Daiichi-Sankyos operations - alreadycomprising businesses in 22 countries. The combined company is worth about $30 billion. 23
  24. 24. Mr. David Briskman Mr. Ashwani Malhotra – Mr. Hiroyuki Okuzawa Vice-President and CIO Senior Vice President- Head- Global Hybrid Business Global Pharma Manufacturing and Supply ChainDr. Sudarshan Arora Mr. Dale Adkisson Mr. Bhagwat YagnikPresident – R & D Senior Vice President President & Head – Global HR 24
  25. 25. MILESTONES1961 –  Company Incorporated.1973 –  Ranbaxy goes Public.  A multipurpose chemical plant is setup for the manufacture of API‟s at Mohali in India.1977 –  Ranbaxy‟s first joint venture in Lagos (Nigeria) is setup.1983 –  A modern dosage forms facility at Dewas (MP) in India goes on stream.1985 –  Ranbaxy Research Foundation is established.  Stancare, Ranbaxy‟s second pharmaceuticals marketing division starts functioning.1987 –  Production start-up at the modern APIs plant at Toansa (Punjab), makes Ranbaxy the country‟s largest manufacturer of Antibiotics/Antibacterial.1988 –  Ranbaxy‟s Toansa‟s plant gets US FDA approval.1990 –  Ranbaxy is granted its first US patent, for Doxycyline.1991 –  New state-of-the-art facility for Cephalossporins set up at Mohali.1992 –  Company enters into an agreement with Eli Lilly & Co of USA for setting up a joint venture in India to market select Lilly products.1993 –  Company enters into an agreement to setup a joint venture in China Ranbaxy (Guangzhou China) Limited.  Ranbaxy enunciates its corporate mission, „To become a Reasearch based international Pharmaceuticals Company‟.1994 –  The new Research centre in gurgaon becomes fully operational.  Established regional headquater in UK and USA.  Ranbaxy‟s GDR listed in Luxemburg‟s Stock Exchange.  The fermentation pilot plant at Paonta Sahib is commissioned. 25
  26. 26. 1995 –  Acquisition of Ohm Laboratories.1997 –  Ranbaxy Lab Ltd. Crosses a sales turnover figure of Rs. 10,000 million, with its export reaching an all time high of the Rs. 5,000 million.1998 –  Ranbaxy enters USA, World‟s largest Pharmaceutical market, with product under its own name.  Ranbaxy filed its first Investigational New Drug (IND) application with the Drugs Controller of India for approval to conduct Phase I Clinical Trials.1999 –  Clinical trials for its NCE commence.  Bayer AG, Germany and Ranbaxy sign an agreement where Bayer obtains exclusive development and worldwide marketing rights to an oral once daily formulation of Ciprofloxacin, originally developed by Ranbaxy.2000 –  Ranbaxy files second IND application in India.  Ranbaxy acquires Bayer‟s Generic business in Germany.  Ranbaxy forays into Brazil, the largest pharmaceutical market in South America.2001 –  Ranbaxy took a significant step forward in Vietnam by initiating the setting up of a new manufacturing facility.  Ranbaxy USA crosses sales of US $ 100million, fastest growing company in US.2002 –  Ranbaxy files third IND application in India.  Ranbaxy launched Cefuroxime Axetil post approval from USFDA for 125mgmg, 250mg, 500mg Tablets, first approval granted to any generic company for this product.2003 –  Ranbaxy receives The Economic Times Award for Corporate Excellence for the “The Company of the Year, 2002-2003”.  Ranbaxy and Glaxo Smithkline Plc (GSK) enter into a global alliance for drug discovery and development.  Ranbaxy‟s first NCE in the respiratory segment successfully completes Phase I clinical trials and step into Phase II.  Ranbaxy files fourth IND application in India.  Ranbaxy launched the first branded product Soltret (Isotretinoin) for 10mg, 20mg and 40mg capsules in USA. 26
  27. 27. 2004 –  Ranbaxy began operations in France as a Top 10 generic company, after acquiring a wholly-owned subsidiary RPG (Aventis) SA.  The company joined the elite club of Billion Dollar Companies achieving global sales of US $ 1bn (on MAT basis) in February 2004.  Ranbaxy made its Anti-retroviral (ARV) filling with the US FDA under US President‟s Emergency Plan AIDS Relief (PEPFAR).  RBx11160, an Anti-malarial molecule being developed in collaboration with Medicines for Malaria Venture (MMV) successfully completed Phase I studies. Subsequent to filling of an Investigational New Drug (IND) application in UK and India.2005 –  Ranbaxy‟s Antimalarial molecule successfully completed Proof of Concept Phase IIa studies  Ranbaxy launches operations in Canada  Ranbaxy‟s joint venture with Nippon Chemiphar in Japan (Nihon Pharmaceutical Industry Limited) launches – Vogaseal for diabetes the first product of the joint venture.  Ranbaxy acquires generic product portfolio from EFARMES of Spain.  Ranbaxy receives India‟s first approval from USFDA for an Anti Retroviral (ARV) drug under US Presidents Emergency Plan for AIDS Relief (PEPFAR)  Ranbaxy opens its third state of the art R&D facility in Gurgaon campus to focus on NCE discovery research. H.E. Dr. A.P.J. Abdul Kalam, the President of India, inaugurated the facility in Aug 052006 –  Ranbaxy acquires Be Tabs pharmaceuticals, the 5th largest generic company in South Africa for US $ 70mn.  Ranbaxy successfully invalidates Pfizer‟s „995 Lipitor US patent.  Ranbaxy acquires unbranded generic business of GSK in Italy and Spain.  Ranbaxy launches First To File (FTF) product, Smivastatin Tabalets 80mg with 180day market exclusivity in the US Healthcare System.  Ranbaxy enters strategic alliance with Zenotech.2007 –  Ranbaxy enters new R&D agreement with GSK  Ranbaxy Launches First To File (FTF) product, Pravastatin Sodium Tabalets 80mg with 180day market exclusivity in the US Healthcare System.2008 –  Ranbaxy redefines its business model by bringing in Daiichi Sankyo Company Limited as a majority partner to create strategic combination of an Innovator and Generic powerhouse.  Ranbaxy reaches settlement with on world‟s top two selling drugs Lipitor (Pfizer) and Nexium (Astra Zeneca) 27
  28. 28. 2009 –  Daiichi Sankyo and Ranbaxy announce reconstitution of Ranbaxy executive leadership.2010 –  Ranbaxy enters its Golden Jubilee Year.  Ranbaxy delivers quarterly sales of over US $500mn for the first time. 28
  29. 29. Task 1 :- Doctors perception while prescribing Multi-Vitamin and Anti-Biotic- Cefexime. 29
  30. 30. 1.1 Objective of the study:To take a comprehensive view and analyze the parameters affecting Doctor‟s perception.1.2 Rationale of study:The purpose of this study is to assist Ranbaxy in promotion of SKIFI and know where theyhave to improve in their service toward Doctors and patients.1.3 Methodology:  Visiting Doctors in various regions of South-Delhi with different specializations. Study Design: The study was done to know the perception of the Doctor, their attitude towards company‟s product. Sample Design: Collect primary data through exploratory research specifically field survey, by Visiting Doctors of varied kind of specialization.1.4 Tools of data collection: Questionnaire: A questionnaire is a research instrument which consists of series of questions and other prompts for the purpose of gathering information from respondents. Although they are often designed for statistical analysis of the responses, this is not always true. Questionnaires have advantages over some other types of surveys in that they are cheap, do not require as much effort from the questioner as verbal or telephone surveys, and often have standardized answers that make it simple to compile data. 30
  31. 31. 1.5 Analysis of Survey: i) Area visited. (1) Safdarjung Enclave (2) Hauz Khas (3) Lajpat Nagar (4) Moti Bagh (5) Sarojini Nagar (6) Satya Niketan (7) R.K. Puram (8) Defense Colony (9) Kotla, South-Extension (10) Nehru Nagar (11) IIT-Delhi ii) Specialization of a Doctor. (1) BDS (2) MBBS (3) MD (med) (4) MD (paed) (5) MD (gynea) (6) MS (7) MS (ENT) Chart Title 25 20 Number of Doctors 15 10 5 0 MD MBBS BDS MS Series1 21 18 1 4 31
  32. 32. iii) Perception before prescribing multi-vitamin. 1. Physical Verification 2. Dosage Routine of a Medicine 3. Tests Result 4. Kind of Deficiency 5. Cost of Medicine to a Patient 6. Companys Repute 7. Trust upon a Product 8. Past Experiences with a particular formula 9. Feed-back from customer 10. Nutritional Status of a Patient when he comes to clinic 11. Basic Nutrients in right quantity 12. Patients Past records 13. Cause of Deficiency 14. Patient‟s age factor 15. Daily activity of a patient 16. Health Trend of a Patient 17. Familys Health history of a patientiv) Perception before prescribing Anti-biotic 1. Strength of a Medicine 2. Patients Immunity 3. Cause of an Infection 4. Substitutes available 5. Kind of Infection 6. Medicines Reaction 7. Evidence Based 8. Is that infection spreading through environment? 9. Past Health conditions of a Patient 10. Since how long the patient has been suffering the problem? 11. Cost of medicine? 12. Dosage of a medicine 13. Past results of a medicine 14. Possible type of bacteriaiv) Foresee the future trend in health conditions of people. 1. Multiple Health Problems 2. Nutrients Problem 3. General health Problem 4. Life Style Disease 5. Obesity 6. Health deteriorating 7. Lack of physical activity 8. Infectious disease in rural areas 32
  33. 33. 9. Modifiable disease in Urban areas 10. More health concerned 11. Heart Problems 12. Blood Pressure 13. Workload Issues 14. Aware about health problems v.) Suggestions for Ranbaxy to improve. 1. Missing opportunity to grow. 2. Should help patients. 3. Support patients with medical facilities. 4. Start online support to patients. 5. Reduce Cost of the products. 6. Bringing more products for good stiff competition. 7. Good Professional staff is there. 8. Bring out combinations with previous products. 9. Doing well. 10. Loosing grip over the market.1.6 Short Coming: There were few short comings which I came through during the tenure of my summerinternship with Ranbaxy Lab Limited. A few to mention are:- a. Time shortage. b. Area Covered. c. Number of Doctors visited.1.7 Conclusion:Business Research for Ranbaxy was conducted successfully and we found out variousfeedbacks of customers which would be helpful for us to improve.1.8 Learning:I learned a lot; seen how to do marketing at ground level, communicated with new people,improved my managerial skills. I was working in team, learned how a team work couldconduct a successful event. 33
  34. 34. TASK 2: Market Potential of Multi-Vitamin and Antibiotics – Cefexim (OTC and Prescription driven) 34
  35. 35. 1.1 Objective of the study:To take a competitive view of sales and sales strategy adopted by different companies inmarket.1.2 Rationale of study:The purpose of this study is to assist Ranbaxy in promotion of SKIFI and know what is thepresent market stand of different companies providing same medicine.1.3 Methodology:  Visiting a few Retail shops in various regions of South-Delhi. Study Design: The study was done to know what is the present market stand of different companies providing same medicine and what to do more with our new product SKIFI. Sample Design: Collect primary data through exploratory research specifically field survey, by visiting Retail shops in various areas.1.4 Tools of data collection: Questionnaire: A questionnaire is a research instrument which consists of series of questions and other prompts for the purpose of gathering information from respondents. Although they are often designed for statistical analysis of the responses, this is not always true. Questionnaires have advantages over some other types of surveys in that they are cheap, do not require as much effort from the questioner as verbal or telephone surveys, and often have standardized answers that make it simple to compile data. 35
  36. 36. 1.5 Analysis of Survey: a) Area Visited. (1) Safdarjung Enclave Superactive 16% Revital Multi-Vitamin (strip) 17% Revital (bt) 10% Zincovit 25% Supradin Riconia 15% 17% Anti-Biotic (Cefexime) Skifi Mahacef 4% 20% Taxim-O 31% Ceftas 21% Zifi 24% 36
  37. 37. (2) Hauz Khas Multi-Vitamin Superactive 12% Zincovit Revital 13% (strip) 32% Supradin 12% Riconia Revital (bt) 19% 12% Anti-Biotic Skifi (Cefexime) Mahacef 3% 12% Ceftas Taxim-O 18% 30% Zifi 37% 37
  38. 38. (3) Lajpat Nagar Multi-Vitamin Superactiv e 13% Revital (strip) 22% Zincovit Revital 19% (bt) 11% Supradin Riconia 19% 16% Anti-Biotic (Cefexime) Skifi Mahacef 5% 10% Ceftas Taxim-O 21% 26% Zifi 38% 38
  39. 39. (4) Moti Bagh Multi-Vitamin Revital (strip) Superactive 13% Revital (bt) 22% 12% Zincovit Riconia 20% 14% Supradin 19% Anti-Biotic (Cefexime) Skifi Mahacef 7% 11% Taxim-O Ceftas 23% 24% Zifi 35% 39
  40. 40. (5) Sarojini NagarMulti-Vitamin Revital Superactive (strip) 16% 17% Revital (bt) 10% Zincovit 25% Riconia 17% Supradin 15% Anti-Biotic (Cefexime) Skifi 4% Mahacef 20% Taxim-O 31% Ceftas 21% Zifi 24% 40
  41. 41. (6) Satya NiketanMulti-Vitamin Revital Superactive (strip) 16% 17% Revital (bt) 9% Zincovit 18% Riconia 17% Supradin 23% Anti-Biotic (Cefexime) Skifi 3% Mahacef Taxim-O 29% 21% Ceftas Zifi 20% 27% 41
  42. 42. (7) R.K. Puram Superactive Multi-Vitamin 12% Revital (strip) 17% Revital (bt) Zincovit 14% 29% Riconia Supradin 14% 14% Anti-Biotic (Cefexime) Skifi 1% Mahacef 24% Taxim-O 32% Ceftas 18% Zifi 25% (8) Defense Colony (9) Kotla, South-Extension (10) Nehru Nagar (11) IIT-Delhib) Location of a store. (1) Near Doctor‟s clinic (2) Inside the hospital (3) In residential area 42
  43. 43. c) Product wise sale. South Delhi Companys sales in Multi- Vitamin Superactive 14% Revital (strip) 20% Zincovit Revital (bt) 22% 11% Riconia Supradin 15% 18% South Delhi Companys sales in Anti- Biotic (cefexime) Skifi 4% Mahacef 18% Taxim-O 27% Ceftas 21% Zifi 30%1.4 Conclusion:Today Cefexime formula is 17years old, but still its growing at a rate of 20%. This means that themarket is very huge. There are very few products for cefexime formula in market. Today Cipla is ontop in market but their staff and customer treatment is of below average quality, thus there is atremendous scope for Ranbaxy to capitalize on customer relation because today‟s competition is notonly on product but also on maintaining customer relation, it is not only selling product but how youtreat customers pre-sales and post-sales.Skifi is a new comer in the market but has its own USP of being mouth dissolving and in mangorflavor which is first in its kind and its price is also comparatively less than others. It cost Rs. 7.50 per 43
  44. 44. tablet to a retailor. So though being a new comer to a market we can see the scope of huge demand forthe product.By overall analysis, we could company name in order of their performance as to satisfy customer(best coming on top), it would be: 1. Ranbaxy 2. FDC 3. Torrent 4. Lupin 5. Cipla 6. Sun Pharma 7. Zydus Cadilla1.5 Learning:Patience is among the most important quality needed in a staff to be in field and to work withgrowth. 44
  45. 45. Bibliography1) 45