Product design and development

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Product design and development

  1. 1. PRODUCT DESIGN & DEVELOPMENTPRODUCT DESIGN AND DEVELOPMENT RPCL naso R 1
  2. 2. PRODUCT DESIGN & DEVELOPMENT DETAILS OF THE PROJECT PRESENTERNAME - MASTER. ROHAN W. MOHITECLASS/ DIV. - S.Y.B.M.S. / BYEAR - 2012 - 13ROLL NO. - 87SEMESTER - IIITOPIC - PRODUCT DESIGN & DEVELOPMENTPROJECT GUIDE - PROF.JHARNA TOLANI.SUBJECT - PRODUCTION & MATERIAL MANAGEMENTCOLLEGE - K.G. JOSHI COLLEGE OF ARTS & N.G. BEDEKAR COLLEGE OF COMMERCE. 2
  3. 3. PRODUCT DESIGN & DEVELOPMENT ACKNOWLEDGEMENTThis project “PRODUCT DESIGN AND DEVELOPMENT”is a result of co-operation, hard work and good wishes of manypeople. I would like to thank our project guide Prof. JHARNATOLANI for her involvement in the project work and timelyassessment that provided me inspiration and valued guidancethroughout my study. I am highly indebted to Dr. Mrs. Shakuntala A. Singh,Principal K.G. Joshi College of Arts & N.G. Bedekar Collegeof Commerce, for giving us an opportunity to do a project. Iwould like to thank Prof. Mr.D.M. Murdeshwar , courseco-ordinator, for his friendly guidance and constantencouragement. I would like to express gratitude towards my parents,teachers of K.G. Joshi College of Arts & N.G. BedekarCollege of Commerce, the library staff and college friendswhose co-operation, encouragement and efforts have helped mein giving the final shape and structure to the project. My thanks and appreciations also go to my college matesand to all those people who have willingly helped me out withtheir abilities. 3
  4. 4. PRODUCT DESIGN & DEVELOPMENT INDEXSr. CONTENTS PAGE REMARKSNO. NO.1. RPCL PROFILE 5- 62. About RPCL 63. Steps in product design & 7- 12 development4. conclusion 135. webliography 14 4
  5. 5. PRODUCT DESIGN & DEVELOPMENT COMPANY PROFILELEGAL NAME - RPCL (RIGHT PHARMACEUTICAL LIMITED COMPANY)INCORPORATION DATE – 02/04/1981LEGAL CORPORATEOFFICE IN INDIA - RPCL BUILDING, NAGPADA, MUMBAI CENTRAL, MUMBAI- 400 008. MAHARASHTRA.LEGAL FORM – PUBLIC LIMITED COMPANYSTATUS – LISTED & OPERATIONAL ON BSE: 500087 NSE: RPCL BSE SENSEX ConstituentISIN CODE – INE059AO1087BUSINESS OPERATION – PHARMACEUTICALS & DRUGSBACKGROUND – RPCL WAS FOUNDED BY ITSCURRENT CHAIRMAN MR. V.K. SUBBARAO. HE HAD BEEN EXPERIENCED IN THE FIELD OF PHARMACEUTICALS & THEREFORE HE FORMED RPCL WITH FULFILLING LEGAL FORMALITIES HAVING A AUTHORISED CAPITAL OF 5
  6. 6. PRODUCT DESIGN & DEVELOPMENT Rs. THIRTY FIVE CRORES.MANAGEMENTDETAILS – CHAIRPERSON - MR. V.K. SUBBARAO M.D. – MR. R.K. SUBBARAO DIRECTORS –MR. SUNIL ACHARYA, MR. ANIL VERMA, MR. RAVI DESHMUKH, MRS. LATIKA SANGHVI, MR. SUNIL SHARMA, MR. MAHENDRA PATIL, MR. SUNIL PAL, MR. NITIN RAO, MR. ASHOK PATIL, MR. S.K. SONI.COMPANY SECRETARY – MR. MITTAL SANHVIBANKERS - HSBC BANK, BANK OF BARODA, CANARA BANK, OVERSEAS BANK, UNION BANK OF INDIA.AUDITORS - RGN Price & Co (2012). 6
  7. 7. PRODUCT DESIGN & DEVELOPMENT ABOUT RPCLRIGHT PHARMACEUTICALS COMPANY LTD. also known as RPCL. MR.V.K. SUBBARAO, the founder of RPCL gave the company all his patent andproprietary formulas for several drugs and medicines, without charging anyroyalty. Today RPCL has a wide range of products, under the categories- Tabletsand Capsules, Bulk Drugs, Aerosols/Inhalation Devices, Injections/SterileSolutions, Liquids, Tablets and Capsules – Traded, Liquids – Traded, Bulk Drugs– Traded, Injections/Sterile Solutions TRADED, Creams, Creams. On 02/04/1981, RPCL was registered as a public limited company withan authorized capital of Rs35 CRORES.Business of the company:The company focuses on development of new formulations and has a wide rangeof pharmaceutical products. It had an overall income till 2011- Q1 2012 ofRs.71258 Million.Almost 55% of its overall income from its operations comes from outside India. Ithas 5,500 registered products in various countries. RPCL offers drugs used fortreatment of cancer, Alzheimers, arthritis, Parkinson’s, cardiovascular diseases andmany more. It also offers drugs that prevent transmission of AIDS from motherto child. The company provides consulting services on preparation of products andmaterials conducts plant evaluation and supplies plant equipments.RPCL has set up two institutes namely Dr MR. V.K. SUBBARAO Institute andRPCL Cancer Palliative Care & Training Centre. It has a presence across 170countries with manufacturing units approved by regulatory authorities likeUSFDA, WHO-Canada and MHRA-UK, among others.RPCL was first company outside US and Europe to launch CFC-free inhalers. In2007 RPCL launched oral emergency contraceptive pill under the brand name I-Pill. RPCL also launched a breakthrough screening technology in India called the‘No Touch SKIN Scan (NTSS); the first-ever painless, non-invasive andradiation-free SKIN scanning technique for detecting SKIN cancer at an earlystage.In 2009, RPCL launched generic versions of anti-flu drugs oseltamivir andzanamivir in the local market to treat the H1N1 influenza, spreading across theglobe and in India. 7
  8. 8. PRODUCT DESIGN & DEVELOPMENT The company had decided to have a nasal spray (drug) which can help inmanagement of symptoms of ALLERGIC RHINITIS, once the need for anantihistamine and corticosteroid has been established, for the treatment ofmoderate to severe persistent symptoms in adults and adolescents above 12 yearsof age & also be used for treating non-allergic vasomotor rhinitis in adults andadolescents, 12 years of age and older.For this the company had decided for thePRODUCT DESIGN AND DEVELOPMENT.The company followed the following steps – 1) IDEA GENERATION – The beginning of a successful product is a creative idea. For the generation of new ideas, the company has to gather information about the unfulfilled needs of consumer, i.e. the growing rate of allergic RHITNIS virus an allergic inflammation of the nasal airways. (It occurs when an allergen, such as pollen, dust or animal dander (particles of shed skin and hair) is inhaled by an individual with a sensitized immune system. In such individuals, the allergen triggers the production of the antibodyimmunoglobulin E (IgE), which binds to mast cells and basophils containing histamine.) IgE bound to mast cells are stimulated by pollen and dust, causing the release of inflammatory mediators such as histamine (and other chemicals).This usually causes sneezing, itchy and watery eyes, swelling and inflammation of the nasal passages, and an increase in mucus production. Symptoms vary in severity between individuals. Very sensitive individuals can experience hives or other rashes. Particulate matter in polluted air, and chemicals such as chlorine and detergents, which can normally be tolerated, can greatly aggravate allergic rhinitis. Usually if this problem occurs repeatedly in adults, the Research team found that they are stressed, with the symptoms as well as the loss they make of their time and others, due to this constant sickness. 8
  9. 9. PRODUCT DESIGN & DEVELOPMENT The marketing/Research team found out that more than 20 million inIndia suffer from this, carried on by asking Doctors, meeting patientspersonally. They also collected data from exhibitions of medical checkups. This led to further scientists/ product researchers to have a medicine tocure such virus. The Research Team led to the beginning of the virtual productin the minds of the management. The management had to approve the product,only if the product fulfils them their expectations and achieve the company’saims.2) EVALUATION OF IDEAS – After idea generation of the new product, the organization had screenedits capabilities with respect to scientific knowledge and Engineering skills.The company had been excellent in its past years for some of its great researchin the field of pharmacy. The company again had a beginning of it with its need,finding out through its study of consumers. The company chose Check- list technique, in which they had itscharacteristics, viz.- as a company, firstly the number of sufferers of AllergicRhinitis, so that it will have a wider market, second it will satisfy the customeras the product be a cure for them, the product may helping in improvising theimmunity system of nose, it may not include side-effects or to be less side-effective. The most important was its financial capabilities. The company found many characteristics in the product with itsCheck-list technique. The Company decided to go further. 9
  10. 10. PRODUCT DESIGN & DEVELOPMENT 3) BUSINESS ANALYSIS – The company had evaluated the product. There was a need of overall check over the product. This was done by Analysis of the product. The need was to consider the estimates of sales, costs, profits, forecasts of market potential and market penetration of the product. The company had questions regarding the product’s capacity to be economic viable, plant layout – whether the existing would work or a new plant? , the finance and the important point- whether the product match with their product line. They analyzed that the company’s financial capabilities, economies of scale, product plant layout, advanced & economical tools, machinery, and came to a decision of manufacturing the product. 4) ACTUAL DEVELOPMENT OF THE NEW PRODUCT- The Management found out the finance points positive and decided for actual development of such medicine. Today’s competitive world has boosted the management of time, such that the Research and development has been increasing tremendously fast like walking a distance from our office to home. Everyday new inventions come from different parts of our world. This is the point, i.e. The R & D department did its job heroically i.e. battling the virus in this surrounding as a war field. They had the components Fluticasone Propionate IP 0.0357% w/v + Azelastine Hydrochloride BP 0.10% w/v as the main elements for better immunity against the virus. + Chloride IP…0.01%w/v + Phenyl Ethyl alcohol USP…0.25%v/v as preservatives They designed it & it was the further job of making the consumers awareabout the product. They made it show, after the scientific testing’s andapproval of science product assurer institutes & many science websites. 10
  11. 11. PRODUCT DESIGN & DEVELOPMENT5) TEST MARKETING – The product was developed, not manufactured on 04/05/2009. Thecompany fully evaluated, analyzed and had research to develop the actualproduct, to that idea they had generated. The product just can’t be manufacturedon a large scale, because the product may fail to meet the company’s aim,despite proper planning. The Internal and External factors of market may affectthe product. Therefore as precaution, today’s company prefer sales to a artificialor a small market, just as taking a Test drive before purchasing a car. The company didn’t decide at first, but then, named this product asnaso R. naso represented nose, where the product cures the problem & Rrepresented the first alphabet of Company’s name . The company here launched its product, on a small scale withoutmass production, aiming to get a small market share for its product. i.e. itlaunches its product in the selected market segments. After some time, they hadthe market Research in which they launched their product, which begin to meettheir product expectations by them; their product was accepted by customers,their response was positive. This was possible because of the marketing teamfor the product. Their management strategies applied were good. Thismarketing helped the management to be firm over the decision ofmanufacturing & marketing the product on a large scale. As mentioned, there was a good response, but the side effects rose incustomers. After research it was found that it was overuse, above the prescribedlimit i.e. 1 spray in 1 nostril and this to do only 2 times a day. They had alsospecified about the storage, to be done in normal room temperature. Despitespecifying in its note inside its packaging, it was the customers fault to overuseit. There were other specifications too, usage details in its packaging, takingprecautionary measures that stood as side-effects against the company. This didnot stop the product from gaining success. Later the company published sideeffects in its note, for more precautions to be taken. This represented and keptthe goodwill of the company. 11
  12. 12. PRODUCT DESIGN & DEVELOPMENT MARKET6) COMMERCIALISATION OF THE PRODUCT - The upper part was focused on the product design anddevelopment. The actual aim of the company satisfies at this stage. Thecompany made huge investment in this product and started large scaleproduction of the product. The product, naso R launched in more markets,based on the TEST MARKETING results. They were positive and promisingsuch that the company launched the product globally in a span of 11/2 year. The above all steps went on during the year 2009. The product has been getting good response from customers and isa good selling product till date, being a pharmacy product. 12
  13. 13. PRODUCT DESIGN & DEVELOPMENT CONCLUSION This project on “PRODUCT DESIGN ANDDEVELOPMENT” FOCUSES on PRECAUTIONS to betaken before launching a product. From first to last it is acomplete procedure for a product to be launched or we cansay it is a procedure for getting in or having profit makingbusiness. This project deals with human conscience to productactualization. It converts human creativity/idea, which isintangible into a tangible profit making successful product. Itincludes a precautionary measure, to be assured of the productand also a future forecasting for company’s earnings. It thinks about the human brains rather the machines. Ittakes the whole picture into present. Overall this project helps a company in launching a newproduct with precautions. 13
  14. 14. PRODUCT DESIGN & DEVELOPMENT WEBLIOGRAPHY1) http://info.shine.com/company/Cipla-Ltd/1379.aspx2) www.securities.com3) http://en.wikipedia.org/wiki/Cipla4) http://www.iloveindia.com/economy-of-india/top-50- companies/cipla.html5) http://www.theswisspharmacy.com/product_info.php?inf o=p9705_Duonase-Nasal-Spray.html6) www.cipla.com7) http://www.medicinenet.com/nasal_allergy_medications/ article.htm 14

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