1. A RESEARCH ANALYSIS TO FIND NEW POTENTIAL
CUSTOMERS & TO HELP THE TERRITORY MANAGER TO
PREPARE A PRODUCTIVE LIST OF CUSTOMERS
NITESH CHAHARIA
Presented By

2. ELI LILLY
 10th largest pharmaceutical company in the
world
 Founded on May 10, 1876 by Colonel Eli Lilly
 Headquarters located in Indianapolis,
Indiana, U.S.A.
 Approximately 39,377 employees worldwide
 Products marketed in 143 countries
 First company to develop a method to mass-
produce penicillin

3. LILLY
PRODUCTS
DIABETES
HUMINSULIN
HUMALOG
BYETTA
LUNG
CANCER
GEMCITE
ALIMTA
OSTEOP
OROSIS
FORTEO
SEVERE
SEPSIS
XIGRIS
ACUTE
CORONARY
SYNDROME
REOPRO
GROWTH
DISORDER
HUMATROPE

4. OBJECTIVE
Right Targeting
Improve in Clinic Performance
Inventory Management
Asses Impact of In Clinic
Performance

5. METHODOLOGY
 PRIMARY DATA -The source of data is work field. I collected
the essential information and details from the Chemists regarding the
Insulin Sale and Doctors Name through Direct Communication and fill
it on a sheet hand to hand .The Data Sheet to be filled was a fixed
format given to me by the Company.
 SAMPLING
Area of Sampling HOWRAH & KOLKATA
Mode of Technique RCA
Total Field Working days 41
Sample Size 315

6. CUSTOMERS
 B 2 B: HOSPITALS AND MEDICAL
INSTITUTIONS
 B 2 C: PATIENTS(BUYERS)
 DOCTORS – INFLUENCER AND
MEDITATOR PATIENTSRETAILERSWHOLESALERSSTOCKIST
INDIAN COMPETITORS (INSULIN MARKET)
• NOVOARTIS
• WOCKHARDT

7. MAJOR AREAS COVERED
HOWRAH CENTRAL KOLKATA NORTH KOLKATA
DOBSON ROAD STAND ROAD BIRATI
G.T.ROAD KALAKAR STREET MADHYAMGRAM
SALKIA ZAKARIA STREET BARASAT
BANDHAGHAT MADAN STREET BEADON STREET
LILUAH VIVEKANANDA ROAD BURRA BAZAR
PILKHANA SOVABAZAR
SRI RAM DHANG
ROAD
RABINDRA SARANI
WATKINS LANE GANESH TALKIES
DR ABANI DUTTA
ROAD
K K TAGORE STREET
SANATAN MISTRI
LANE
MUKTARAM BABU
STREET
ROSE MARY LANE MAHARSHI DEBENDRA

8. HOWRAH MARKET SHARE
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
SHAREPERCENTAGE
PRODUCT CATEGORY
INSULIN MARKET SHARE
U 40 VIALS
CATRIDGES
FAST ACTING
Source: Tabulated Primary Data Collected from RCA(Reference Table 5 of
RCA DATA FILE

9. KOLKATA MARKET SHARE
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
U 40 Vials Catridges Fast Acting
MARKETSHAREIN
PERCENTAGE
PRODUCT CATEGORY
INSULIN MARKET SHARE
Lilly
Novo
Wockhardt
Source: Tabulated Primary Data Collected from RCA(Reference Table 4 of
RCA DATA FILE

10. OVERALL MARKET SHARE
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
AxisTitle
Axis Title
INSULIN MARKET SHARE
U 40 VIALS
CATRIDGES
FAST ACTING
Source: Tabulated Primary Data Collected from RCA(Reference Table 6 of
RCA DATA FILE

11. POTENTIAL DOCTORS
DOCTOR NAME
HOWRAH A K PRASAD M.L BANSALI
ASHOK DAS R L JOSHI
B KUMAR PAWAN AGARWAL
K K ARORA S K BHADRA
DEBASHIS MODAK U K ROY
CENTRAL KOLKATA A K JAIN S R BAHITEY
KS CHAJJER ARNABISH MONDAL
MASUD BATIL NADIM A KHAN
NORTH KOLKATA RAJENDRA GOLCCHA P K KUNDU
S CHOWDHARY T R ASH
T K BISWAS DIPENDU
BHATTACHARYA
UTPAL SENGUPTA T K CHAKRABORTY

12. Lilly Major Selling Products
Huminsulin
30/70 U 40
Vials
71%
Huminsulin
30/70
Catridge
13%
Huminsulin R
U40 vials
16%
Lilly Products
U 40
Vials
Catridge
Out of the various Insulin Types The above are leading Selling Brands of Lilly
Company estimated based on the sample of 278 Retailers including Howrah
and Kolkata. The Cartridge Sale is Calculated Pack wise.

13. OBSERVATIONS
 In places like Birati, Madhyamgram, Barasat
power failure is frequent as such Retailers
avoid stocking Insulin.
 Most of the shop attendant are not fully aware
about the usage of Insulin
 Insulin is costly as compare to other drugs so
if expired or spoiled lead to more loss.
 Wholesalers are eating away Retailer’s profit
margin
 Even on the MRP the retailers are
competeting against each other by giving
discounts.

14. OBSERVATIONS
 The whole Insulin market is quite dispersed
 The maximum sales is of U40 vials due to low
cost as compared to other delivery devices
 The Brand Image of Lilly is quite lagging in
market as compare to Novo.
 A major population in West Bengal belongs to
lower Middle Class as such Doctor prefer to
write Vials more occasionally then cartridge or
pen.
 There is no proper follow up or info to
Retailers from the Company side in interior
regions.

15. RECOMMENDATIONS
 Special campaigns from the Company should be
initiated to upfront Lilly Brand
 A manual should be circulated educating
Retailers and Users about the usage of Insulin
 Places like Birati and Madhyamgram are quite
potential area due to small coverage and could
generate a substantial sales
 Doctors tend to switch to another Brand when
given a lucrative offer so MR should keep a track
of the existing Doctors.