Pratik_More_Summer_Project

Project Report
A STUDY TO ESTIMATE THE MARKET POTENTIAL OF HALQUINOL AND
THE PERCEPTION OF SUPERQUINOL AMONGST POULTRY FARMERS
AND VETERINARY DOCTORS
CONDUCTED AT
AURO PHARMACEUTICALS AND FINE CHEMICALS PVT. LTD, PUNE
SUBMITTED BY
PRATIK MORE
ROLL NO. 11035
MBA-BT- II
IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF
DEGREE OF MASTERS OF BUSINESS ADMINISTRATION-BT
DEPARTMENT OF MANAGEMENT SCIENCES
UNIVERSITY OF PUNE

Project Report
INDEX
Chapter No. Name
Page
No.
EXECUTIVE SUMMARY 1
1
1.1 Introduction to Poultry Industry
1.2 Issues with poultry farming
1.3 The Indian Poultry Industry
2-14
2
2.1 Halquinol for Poultry and Pigs
2.2 Pharmacology
2.3 Anti Microbial Property
15-18
3
3.1 Product Description: HALQUINOL
3.2 Components of Halquinol
3.3 Some References and Results highlighting Efficacy of HALQUINOL
19-21
4 Company Profile 22-25
5
5.1 Purpose of the Project
5.2 Research Objectives
26
6
6.1 Research Methodology
6.2 Research Methodology used in the Project
27-33
7
Observations and Data Analysis
Part A Poultry Farmers
Part B Veterinary Doctors
34-84
8 Suggestions And Recommendations 85
9
Annexure
9.1 Questionnaire for Poultry farmers
9.2 Questionnaire for Veterinary Doctors
86-91
10 References 89
11 Glossary 90-102

Project Report
CERTIFICATE
This is to certify that the project on
A STUDY TO ESTIMATE THE MARKET POTENTIAL OF HALQUINOL AND
THE PERCEPTION OF SUPERQUINOL AMONGST POULTRY FARMERS
AND VETERINARY DOCTORS
Under taken at
AURO PHARMACEUTICALS AND FINE CHEMICALS PVT. LTD, PUNE
has been submitted by
Mr. Pratik More
MBA BT II (2011-13)
In partial fulfillment of the requirement for the
Degree of Master in Business Administration –Biotechnology (MBA-BT)
from the
Department of Management Sciences
University of Pune.
Dr. (Mrs) Supriya Patil External Examiner Dr. (Capt.) C.M. Chitale
Course Co-ordinator Professor & Head,
MBA Biotechnology PUMBA Department of
Management Sciences

Project Report
AKNOWLEDGEMENT
Firstly, I would like to express my heartfelt thanks to Pune University‘s Department of Management
Sciences (PUMBA) for giving me an opportunity to undergo Summer Training at Auro
Pharmaceuticals and Fine Chemicals, Pune.
I would like to express my sincere thanks to all the Poultry Farmers and Veterinary Doctors who have
responded to my Questionnaire by contributing their time in helping me in my project and also for
providing updated knowledge.
I, hereby, also take the opportunity to thank, Dr. Mrs. Supriya Patil (Course Coordinator, MBA BT,
PUMBA) and Mr. Atish Chintamani (Faculty, PUMBA) for their guidance and encouragement
throughout the project.
I take this opportunity to thank, my Project guide, my Mentor, Dr. Umesh Joshi (Managing Director)
who was kind enough to render his valuable time to me at each stage of my project. His presence as a
mentor helped me in achieving my goal in a smooth and prompt manner. The immense knowledge and
wisdom which I gained from him is reflected in this report.
I also take this opportunity to thank my friends and collogues Mr. Satyendra, Ms. Smita, Ms. Anu and
Ms. Rohini for their support in data collection in remaining cities.
I take this opportunity to thank Mr. Sameer Zade, Ms. Urmi Mukherjee and Mr. Vinay for rendering
valuable insights and helping me in difficult times during the entire project.
I also thank my friends Ms. Sneha, Mr. Sagar, Mr. Pandey, Mr. Amol, Ms. Madhura, Ms. Rupali, Ms.
Manodnya, Ms. Nupur, Ms. Shrena, Ms. Mansi, Ms. Amruta for their constant support and a word of
care during my field work.
I am also thankful to all those who helped me directly or indirectly during the tenure of this project.
Pratik More.

Pratik More Summer Internship 11035
1
EXECUTIVE SUMMARY
Auro Pharmaceuticals and Fine Chemicals Pvt. Ltd. have few products in its basket. One of them is
Sancalp which is marketed by Novartis. Auro Pharma is now planning to enter into the market with
its new product for which it has already got the process patent. The purpose of this project is to
understand the Market Potential for this new product so that the demand can be forecasted and the
data collected through this project would then be used to decide about the path of entry into the
segment. Also, the data would help the marketing managers to know the most effective ways of
communicating with the customer.
As the project proceeded new horizons about the new industry was understood. The Animal Health-
Care industry is a big industry in India. Especially in the Poultry Industry, the system of working is
different than that of the Human Health-Care. The same components are present in both industry but
the channels are different. Here most of the sales are done by the Medical Representatives or Sales
Representatives. The doctor prescribes the medicines only in worst cases. The Customers, i.e. the
poultry farmers use the products that the Sales/Medical representative prescribes.
Another finding in the project was that even though there are several brands of feed available in the
market the farmers from south region prefer making their stock of feed on their own. This helps them
reduce their cost.
Along with the major players like Novartis, Pfizer, Ranbaxy, Venky’s and other giants, local players
like Poshak, Uttara, Sarabhai, Nutech are also having their market share.
According to the farmers, the purchase of feed or antibiotic depends on the most important factor i.e.
Quality, rather than Price or the Company Brand name. This clearly states that any company that
wishes to enter into this industry should have the product which is good in Quality and should have
low Price.
Halquinol is rarely used by the farmers and also rarely prescribed by the veterinary doctors.
Superquinol on the other hand is known by very less farmers. On the other hand Superquinol is
known to the veterinary doctors and they believe that it is far better than Halquinol.

2
Chapter 1
1.1 Introduction to Poultry Industry
Though poultry farming is an age old business in India, modern poultry breeding started in 1970s
and large scale integrators have become prominent in last decade. The modern poultry farm methods
are based on total separation between chicken bred for meat production (broilers) and those bred for
table egg production (layers). This is to take advantage of negative genetic correlation in chicken
between growth and reproductive traits. For broilers, males are selected for growth and carcass
quality while in females emphasis is on egg production and hatchability. For layers, males are bred
for high egg weight while females are bred for high rate of egg production. The commercial poultry
farming is based on hybrids that are produced on a selection and multiplication pyramid by crossing
male and females of selected breeds which combine desired traits in final commercial bird.
The DOC (day old chick) is the final product of cross breeding done starting from Purelines. Pureline
are crossed to get Great Grandparent (GGPs) and then Grandparents (GPs). GPs are further crossed
to get parents and the offspring of parents are sold as DOC. The properties of chicken in terms of
weight and other attributes depends largely upon the attributes what the Purelines posses and thus,
becomes the critical criteria for poultry business. A complete cycle from crossing a Pureline to the
last product DOC takes around four years, with different Pureline being used for broiler and layer. A
broiler DOC takes six weeks to grow into live bird with average body weight of 1.8-2.0 kg with
timeline and body weight varying based on feed quality, weather conditions and general farm
management for a given Pureline. A layer DOC takes 18-20 weeks before its starts laying eggs and
egg production usually happens till 72nd week of layer’s life with an average production of 300-320
eggs (250-260 table eggs and rest hatching eggs) during its lifetime.
Domestic poultry industry has few large scale integrated players like Venkateshwara Hatcheries
(VH) group, Suguna Poultry Product Limited, Godrej Agrovet Limited, Charoen Pokphand (India)
Private Limited, Arambagh Hatcheries Limited, etc having their own GP and parent breeding farms,
hatcheries, feed mills, in house veterinary services, and marketing set up. The key players have also
moved into vertical integration by setting up retail chains, processing, branding and aggressively
marketing their products under frozen/chilled and ready to cook categories. While these large players
have their own parent breeding farms, DOC breeding is usually done through contract farming model
which is spread across country with farm sizes typically ranging in 2,000-10,000 of DOCs though
there are few larger farms also. The strong growth in Indian poultry industry is attributed to the
successful implementation of large scale contract poultry farming model. In this model, integrators
provide farmers with DOCs, feed, medicines, necessary training and standard growing fee while
farmer needs to provide farm space, labour and power. The growing fee usually have a minimum
guaranteed fee plus bonus based on weight gain with typical per kg growing fee in the range of Rs.
3.5 per kg. Poultry farming provides a healthy source of alternative income for large rural population
of the country and has been growing strongly across the country especially in Southern India, and in
states of Maharashtra, Haryana and Punjab.

3
India primarily imports its grandparent stock, as Pureline breeding is an expensive affair with
sizeable R&D involved. Further global Pureline breeders usually won’t supply their Pureline stock
and most of domestic poultry players start from grandparent breeding. VH group is the only domestic
entity to have Pureline breeding. The group started with an imported Pureline breed in 1970s
(Vencobb for broiler and BV 300 for layer) and has invested significantly over the years to make it
suitable for Indian weather conditions. Other major Purelines used in India are ‘ROSS’, ‘Shaver’,
‘Lohmann’, etc with domestic breeders importing GP stock of these Purelines.
Overall domestic poultry market size is estimated at ~Rs. 47,000 crore with broiler meat and table
eggs contributing more than ~95% of the market. Broiler meat market is estimated at ~Rs. 30,000
crore while table egg market size is ~Rs. 15,000 crore with products like animal health care, egg
powder, SPF (Specific Pathogen free) eggs and other poultry birds forming rest of the market.
Globally India ranks fourth in broiler meat production with annual production of ~2.9 million metric
tons (MMT) of broiler meat. USA and China leads with annual production of 24.0 MMT and 12.3
MMT respectively. Indian is ranked third in table egg production after USA and China with annual
production of 57 billion eggs.
Economies of an individual poultry farm are driven by feed conversion ratio and mortality rates; size
of operations, geographic diversity of revenues and extent of integration are other key factors for an
integrated player.
Key performance metrics for a poultry farm include –
• feed conversion ratio (FCR), i.e., amount of feed consumed to gain per unit weight
• time taken to attain desired weight (for broiler)
• rate of laying eggs (for a layer)
• Mortality rate and disease resistance
Feed costs (maize and soya) forms more than ~60% of raw material costs for a poultry farm. The
FCR and other performance metric depend on inherent traits of Purelines and kind of feed mix used.
Existing FCR in domestic industry is around 1.8-2.0 (i.e. every 2 kg of feed consumed results in 1 kg
weight gain) though companies strive to reduce the same through advances in veterinary science and
improved feed mix. Another important aspect is to increase resistance against various diseases like
bird flu (avian influenza) to reduce mortality rates. Typical mortality rates in Indian farms are 8-10%
while developed countries have less than 5% mortality rates providing potential for further
improvement in domestic industry.
For corporates engaged in poultry industry, size of operations and geographic diversity helps in
gaining economies of scale and protecting against seasonal variations in consumption across
geographies. The geographic spread of operations also helps in protecting against local outbreak of
diseases like bird flu. The growing trend is towards increasing value addition in form of processed
chicken which can be marketed as frozen/ chilled product or can be further processed to cater to

4
ready to cook/convenience food market. The processed chicken industry though in its nascent stage
provides tremendous growth potential with healthy margins.
World chicken population
The Food and Agriculture Organization of the United Nations estimated that in 2002 there were
nearly sixteen billion chickens in the world, counting a total population of 15,853,900,000. The
figures from the Global Livestock Production and Health Atlas for 2004 were as follows:
• China (3,860,000,000)
• United States (1,970,000,000)
• Indonesia (1,200,000,000)
• Brazil (1,100,000,000)
• Mexico (540,000,000)
• India (648,830,000)[52]
• Russia (340,000,000)
• Japan (286,000,000)
• Iran (280,000,000)
• Turkey (250,000,000)
• Bangladesh (172,630,000)
• Nigeria (143,500,000)
In 2009 the annual chicken population in factory farms was estimated at 50 billion. With 6 billion
raised in the European Union, over 9 billion raised in the United States and more than 7 billion in
China.

5
1.2 Issues with poultry farming
• Humane treatment
Chickens transported in a truck.
Animal welfare groups have frequently criticized the poultry industry for engaging in practices
which they believe to be inhumane. Many animal rights advocates object to killing chickens for food,
the "factory farm conditions" under which they are raised, methods of transport, and slaughter.
Compassion Over Killing and other groups have repeatedly conducted undercover investigations at
chicken farms and slaughterhouses which they allege confirm their claims of cruelty. Conditions in
chicken farms may be unsanitary, allowing the proliferation of diseases such as salmonella and E.
coli. Chickens may be raised in very low light intensities, sometimes total darkness, to reduce
injurious pecking. Concerns have been raised that companies growing single varieties of birds for
eggs or meat are increasing their susceptibility to disease. Rough handling, crowded transport during
various weather conditions and the failure of existing stunning systems to render the birds
unconscious before slaughter, have also been cited as welfare concerns.
Another welfare concern for broilers is the use of selective breeding to create heavy, large-breasted
birds, which can lead to crippling leg disorders and heart failure for some of the birds.
A common practice among hatcheries for egg-laying hens is the culling of newly-hatched male
chicks since they don't lay eggs and do not grow fast enough to be profitable for meat.
• Beak trimming or Debeaking
Laying hens are routinely beak-trimmed at 1 day of age to reduce the damaging effects of fighting,
feather pecking and cannibalism. However, scientific evidence indicates that beak-trimming causes
acute and chronic pain. Beak-trimmed chicks will initially peck less than non-trimmed chickens,
which animal behaviorist Temple Grandin attributes to guarding against pain. The animal rights
activist, Peter Singer, claims this procedure is bad because beaks are sensitive, and the usual practice
of trimming them without anaesthesia is considered inhumane by some. Some within the chicken

6
industry claim that beak-trimming is not painful whereas others argue that the procedure causes
chronic pain and discomfort, and decreases the ability to eat or drink.
• Antibiotics
Antibiotics have been used on poultry in large quantities since the 1940s, when it was found that the
byproducts of antibiotic production, fed because the antibiotic-producing mold had a high level of
vitamin B12 after the antibiotics were removed, produced higher growth than could be accounted for
by the vitamin B12 alone. Eventually it was discovered that the trace amounts of antibiotics
remaining in the byproducts accounted for this growth.
The mechanism is apparently the adjustment of intestinal flora, favoring "good" bacteria while
suppressing "bad" bacteria that provoke inflammation of the gut mucosa. So, the goal of antibiotics
as a growth promoter is the same as for probiotics. Because the antibiotics used are not absorbed by
the gut, they do not put antibiotics into the meat or eggs.
Antibiotics are used routinely in poultry for this reason, and also to prevent and treat disease. Many
contend that this puts humans at risk as bacterial strains develop stronger and stronger resistances.
Critics point out that, after six decades of heavy agricultural use of antibiotics, opponents of
antibiotics must still make arguments about theoretical risks, since actual examples are hard to come
by. All antibiotic-resistant strains of human diseases whose origin is known originated in hospitals
rather than farms. A proposed bill in the United States Congress would make the use of antibiotics in
animal feed legal only for therapeutic (rather than preventative) use, but it has not been passed.
However, this may present the risk of slaughtered chickens harboring pathogenic bacteria and
passing them on to humans that consume them.
In October 2000, the U.S. Food and Drug Administration (FDA) discovered that two antibiotics were
no longer effective in treating diseases found in factory-farmed chickens; one antibiotic was swiftly
pulled from the market, but the other, Baytril, was not. Bayer, the company which produced it,
contested the claim and as a result, Baytril remained in use until July 2005.
To prevent any residues of antibiotics in chicken meat, any given antibiotics are required to have a
"withdrawal" period before they can be slaughtered. A sample of poultry at slaughter is randomly
tested by the FSIS, and shows a very low percentage of residue violations.
• Arsenic
Chicken feed can also include Roxarsone, an antimicrobial drug that also promotes growth.
Roxarsone was used as a broiler starter by about 70% of the broiler growers between 1995 to 2000.
The drug has generated controversy because it contains arsenic, which is highly toxic to humans.
This arsenic could be transmitted through run-off from the poultry yards. A 2004 study by the U.S.
magazine Consumer Reports reported "no detectable arsenic in our samples of muscle" but found "A

7
few of our chicken-liver samples has an amount that according to EPA standards could cause
neurological problems in a child who ate 2 ounces of cooked liver per week or in an adult who ate
5.5 ounces per week." The U.S. Food and Drug Administration (FDA), however, is the organization
responsible for the regulation of foods in America, and all samples tested were "far less than the...
amount allowed in a food product."
Roxarsone, a controversial arsenic compound used as a nutritional supplement for chickens.
• Growth Hormones
Hormone use in poultry production is illegal in the United States. Similarly, no chicken meat for sale
in Australia is fed hormones. Several scientific studies have documented the fact that chickens grow
rapidly because they are bred to do so, not because of growth hormones.
• E. coli
According to Consumer Reports, "1.1 million or more Americans are sickened each year by
undercooked, tainted chicken." A USDA study discovered E. coli in 99% of supermarket chicken,
the result of chicken butchering not being a sterile process. However, the same study also cautions
that the type of E. coli turned up was in every case a non-lethal form distinct from the more
dangerous "O157:H7" strain. Many of these chickens, furthermore, had relatively low levels of
contamination. Feces tend to leak from the carcass until the evisceration stage, and the evisceration
stage itself gives an opportunity for the interior of the carcass to receive intestinal bacteria. (So does
the skin of the carcass, but the skin presents a better barrier to bacteria and reaches higher
temperatures during cooking). Before 1950, this was contained largely by not eviscerating the
carcass at the time of butchering, deferring this until the time of retail sale or in the home. This gave
the intestinal bacteria less opportunity to colonize the edible meat. The development of the "ready-to-
cook broiler" in the 1950s added convenience while introducing risk, under the assumption that end-
to-end refrigeration and thorough cooking would provide adequate protection. E. coli can be killed
by proper cooking times, but there is still some risk associated with it, and its near-ubiquity in
commercially farmed chicken is troubling to some. Irradiation has been proposed as a means of
sterilizing chicken meat after butchering.

8
• Avian influenza
There is also a risk that crowded conditions in chicken farms will allow avian influenza (bird flu) to
spread quickly. A United Nations press release states: "Governments, local authorities and
international agencies need to take a greatly increased role in combating the role of factory-farming,
commerce in live poultry, and wildlife markets which provide ideal conditions for the virus to spread
and mutate into a more dangerous form..."
• Efficiency
Farming of chickens on an industrial scale relies largely on high protein feeds derived from
soybeans; in the European Union the soybean dominates the protein supply for animal feed, and the
poultry industry is the largest consumer of such feed. Two kilograms of grain must be fed to poultry
to produce 1 kg of weight gain, much less than that required for pork or beef. However, for every
gram of protein consumed, chickens yield only 0.33 g of edible protein.
• Economic factors
Changes in commodity prices for poultry feed have a direct effect on the cost of doing business in
the poultry industry. For instance, a significant rise in the price of corn in the United States can put
significant economic pressure on large industrial chicken farming operations.
• FCR
Feed conversion ratio (FCR) is a measure of how well a flock converts feed intake into live weight
and provides an indicator of management performance, and also profit at any given feed cost. As
feed costs represent 60-70% of the total cost of broiler production, the efficient conversion of feed
into live weight is essential for profitability, and small changes in FCR at any given feed price can
have a substantial impact on financial margins.
Solving or preventing FCR problems in a flock requires both good planning and good management.
Anything that affects live weight, feed intake or feed wastage will influence FCR. The key to
preventing FCR problems is ensuring that throughout the brooding and grow-out period, good
management practices are in place.
Management practices should always ensure that feed intake is optimized and feed wastage
minimized, as a reduction in feed intake per se (as opposed to feed usage; feed intake plus feed
wastage) will not be beneficial to FCR. Quite the opposite, because live-weight gain is positively
correlated to feed intake, high feed intakes will usually improve FCR. This is because birds growing
faster reach slaughter weight in fewer days.

9
1.3 The Indian Poultry Industry
Indian poultry industry has been growing at annual varying rates of 8-15% and this growth in the
past few decades made India fifth largest producer of eggs and ninth largest producer of poultry
broiler. At present the industry is estimated at over Rs 30,000 crore and is expected to grow over Rs
60,000 crore by 2010.
India produces 1,400 million chickens a year, which is close to 27 million a week, of which 95% is
traded alive. According to a market report the poultry production and consumption in the domestic
markets is slated to grow by 66% to approximately 2.3 million tonnes by 2010.
Poultry sector is one of the fastest growing industries of the Indian economy than any other sector
contributing about $230 million to the Gross National Product. But in statistical terms the industry
has reported a loss of over Rs 4,000 crore as an aftermath effect of the bird flu crisis.
The contribution of the small rural farmers points out the importance of integration of the poultry
farming and the allied sector. Suguna Poultry Farm is the pioneer in poultry integration and contract
poultry farming in India, with presence in nine states and membership of about 15,000 contract
farmers. Suguna has set an example of integration and contract farming before the industry and has
proved to be beneficial for the company. Integration could be the way forward for the entire industry
towards expansion and success.
Presently 100% Foreign Direct Investment (FDI) is permitted in the food processing sector. Also
FDI in food retailing, covering dairy, poultry, marine, vegetables and fruits might help the entire
food processing industry grow. Poultry farming in India has transformed from a mere tool of
supplementary income and nutritious food for the family to the major commercial activity generating
the required revenue. The growth of the industry with steady production of 1,800 million kg of
poultry meat, 40 billion egg per year and employment generation of about 3 million people indicates
the future prospects for the industry. Changing food habits, rising income of the middle class Indian,
presence of private players, rising market demand of the Indian poultry produce in the export market
are some of the contributing factors to the growth of the industry.

10
Factors behind the growth of the poultry industry
• Important Government Initiatives
In discussing policy initiatives, a clear distinction is made between the pre-reform and post-reform
periods. The former refers to the period up to June 1991, when the policies were too restrictive and
highly centralized. The latter refers to the period after June 1991, during which the government
sought to open up the economy and integrate it with the world economy by relaxing controls and
regulations especially on trade and industry.
• Policies affecting the sector in the pre-reform period
Major policy initiatives sponsored by the government during this period were:
• Launching the All India Poultry Development Programme which led to a sharp increase in the
number of commercial farms. As a result, poultry farming emerged as a leading component of the
livestock sector. The main strategy during successive five year plans has been to increase production
of eggs and poultry meat through increasing the availability of chicks and supply of inputs such as
feed and health care, and making cold storage facilities available.
• Poultry farming was recognized as an important activity for poverty alleviation. Hence, the weaker
sections of society, such as small and marginal farmers, and agricultural labourers were provided
with help through credit facilities, subsidy and technical assistance to adopt poultry farming as a
supplementary source of income.
• Establishment of a number of poultry estates in collaboration with government-initiated agencies,
such as the National Cooperative Development Corporation (NCDC) and the National Bank of
Agriculture and Rural Development (NABARD), state governments and non-government
organizations (NGOs).
• Funding several research activities related to poultry breeding and health management. This
included setting up various regional poultry breeding farms, introduction of Intensive Poultry
Development Projects (IPDP), and setting up a Central Training Institute for Poultry Production and
Management (CTIPPM) in Bangalore.
In its drive for self-sufficiency, the government insisted that India should have its own genetic
programme, so that the requirement for DOCs can be met domestically without depending on
imports of grandparents. Thanks to such efforts, India has now become more or less self-sufficient in
terms of grandparents, parents and DOCs. VH group’s BV-300 accounts for 85 percent of the layer
market, while Vencobb accounts for around 65 percent of India’s broiler market.
Again, as part of the drive to self-sufficiency, imports of all poultry products were banned or
restricted through tariff and quantitative restrictions. For instance: “live poultry” (HS 02.02 and

11
01.15), “meat and edible offal... of the poultry, fresh, chilled or frozen“ (HS Poultry in the 21st
Century 02.02), and “birds eggs in shell, preserved or cooked“ where in the restricted category. All
processed poultry meat preparations where subject to a duty of 35 percent. Though the duty rate was
comparatively low, there were quantitative restrictions.
• Policies affecting the sector in the post-reform period
As mentioned above, in June 1991 India launched a policy of economic liberalization with a view to
integration into the world economy. Under the new policy regime, the government sought to simplify
rules and regulations governing industry, liberalize taxation policies and relax foreign exchange
regulation. Initially, the thrust of liberalization rested only on the industrial sector; the agriculture
sector was not touched. In 1997, liberalization of trade in agriculture and consumer food products
was initiated by shifting several of these items from the “restricted status” category to the “open
general license (OGL)” category. Table 13 shows the number of items/lines placed under OGL from
1995 onwards. It can be seen that the coverage of OGL rose from less than 10 percent of all
commodities in the pre-reform period to 56 percent in April 1995 and 94 percent in April 2001. In
short, all the quantitative trade restrictions banning or restricting imports of agricultural commodities
and consumer food items were being dismantled from 1997 onwards. From then on, tariffs would be
the most important instruments in managing India’s imports.
Table below shows how this policy reform affected the poultry sector. The table displays the tariff
rates applicable to different poultry products for the years 1999 to 2005. Note that prior to 1999 all
these products fell within the “restricted category”. In 1999-2000, however, all were shifted to OGL,
with tariff rates ranging from 15 percent (“meat, and edible offal, of the poultry of heading 01-05,
fresh, chilled or frozen”) to 40 percent (”live poultry, that is to say, fowls of the species Gallus
domesticus, etc.” and “sausages or similar products ... based on these products”). In 2001-2002, the
rates were revised to 35 percent.
Central government expenditure on poultry development
Plan period Total plan outlay
(Rs million)
Expenditure on
poultry (Rs million)
Expenditure on
animal husbandry
(Rs million)
Second plan:1956–61 46 000.00 28.00 334.00
Third plan: 1961–66 85 765.00 46.00 770.00
Annual plan 1966–69 66 254.00 - 597.00
Fourth plan: 1969–74 157 788.00 115.00 1 542.60
Fifth plan: 1974–78 394 262.00 355.00 2 324.60
Annual plan:1978–80 - NA 2 087.70
Sixth plan: 1980–85 975 000.00 426.00 3 374.20
Seventh plan:1985-90 1 800 000.00 602.00 4 767.80
Eighth plan: 1992–97 4 341 001.00 NA 11 234.80

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Ninth plan: 1997–02 8 592 000.00 NA 15 456.40
Tenth plan: 2002–07 15 256 390.00 NA 17 450.00
The Indian Poultry industry has transformed from meager backyard farming to a well-
organized scientific techno commercial industry. Majority of Poultry industry is in organized sector
contributing nearly 70% of the total output while rest 30% is coming from unorganized sector. The
Status of poultry sector during 10th
Plan was significant by contributing about 11,000 crores to
national GDP, ranking 4th
in egg production and 19th
in broiler production in the world. The
production was 45.2 billion eggs and about 2.0 million tons of chicken meat.
Poultry utilizes substantial quantities of non-edible agricultural and industrial bi-products and
converts into high quality nutritious protein rich food. It helps to bridge the gap between
requirement and availability of high quality protein for the human population in the country. Eggs
and poultry meat are the cheapest source of animal protein. Further, Poultry manure is one of the
best alternatives for chemical fertilizers. It is estimated that 1 ton of poultry manure provides 40 kgs
of nitrogen, 28 kgs of phosphorus and 23 kgs of potash. The total availability of nitrogen from
poultry manure is equal to more than 3 lakhs tons of urea.
The sector provides a great employment opportunity. It is estimated that more than 2 million
people are employed directly or indirectly in this sector. It is further estimated that an increase of
one egg and 50 gms of meat per capita consumption would create an employment opportunity for
about 25,000 and 20,000 persons, respectively. It is important to note that this sector provides
employment to even unskilled labourers and women thereby providing income generation for the
vulnerable group.
The organized sector of the industry comprises of broilers, layers and breeding farms with
logistics namely hatchery, feed mill, equipment manufacturer, feed supplements manufacturers,
drugs and vaccine manufacturers etc. The broiler industry is well dominated in the Southern states
of the country with nearly 60-70% of the total output coming from these States. The recent
introduction of contract farming / integration has been playing a significant role in stabilizing broiler
industry. However, marketing of the final product is still under the control of traders.
The layer industry is once again represented more in Southern States especially Andhra
Pradesh, Tamil Nadu and Maharashtra producing nearly 70% of the country’s egg production. To
illustrate the growth, Nammakkal district in Tamil Nadu is a very significant example of organized
layer farming. Over the years while the number of farms in Namakkal has reduced but the average
size of the farm has increased with some of them having up to two to three lakhs population of
layers. The total estimate of layer population in Nammakkal is about 30 million, producing 20
million eggs per day. The same trend is expected in other high producing areas.

13
The other organized farming activity is breeder industry. There are about 700 to 800
hatcheries operating in the country. Many of them having both pure line and grand parent operations
to supply majority of the broiler and layer known breeds in the country.
The productivity in both broilers and layers has improved tremendously due to
implementation of good management practices, optimum nutrition and scientific breeding. Today, a
broiler is able to achieve a body weight gain of 2 kgs and more within 42 days with a Food
Conversion Ratio (FCR) of 1.8 to 1.9 and a layer is capable of producing on average about 315 to
320 eggs in 52 weeks of production.
The unorganized sector of the poultry represents rural poultry. Presently the work related to
rural poultry is carried out mainly by Government organizations, Universities, ICAR for developing
suitable rural varieties capable of producing more eggs and gaining faster body weight with low
input technology. This activity would make availability of protein food for the rural population as
well as the source of supplementary income for the village poor particularly leading to upliftment of
women in the rural areas.
Under diversification of poultry - turkey, duck, guinea fowl, quails and Emu farming has got
lot of potential for sustained farming activity.
• Central Sector Scheme
Under the Central Sector Scheme, Central Poultry Development Organization, the
Department operates 4 Central Poultry Breeding Farms, a Central Duck Breeding Farm, a Central
Poultry Training Institute, 3 Regional Feed Analytical Laboratories and Random Sample Poultry
Performance Testing Centers to support various development activities in the poultry sector. These
institutes play on important role in the development of rural poultry. The Department should play a
regulatory and monitoring role and create necessary infrastructure for quality control of poultry
products in order to promote export and control import of sub-standard/contaminated products.
• Centrally Sponsored Scheme
The ongoing Central Sponsored Scheme assistance to state Poultry/Duck Farms is being
implemented in all the States and UTs. The pattern of assistance is 100% in the case of North-
Eastern states including Sikkim whereas, it is 80:20 in respect of other states between centre and
state respectively and the assistance is limited to of Rs.85.00 lakhs for each farm. In the existing
premises of the State poultry farms, guinea fowl, quail, turkey can also be taken up as a new activity.
The scheme also applies to the farms of the State governments running in collaboration with
cooperatives/private sector/NGOs etc. One time assistance is provided to strengthen them in terms
of hatching, brooding and rearing of the birds with provision for feed mill and their quality
monitoring and in-house disease diagnostic facilities. These farms maintain the parent stock of low
input technology birds duly identified by this Department. Revolving fund for purchase of

14
replacement of breeding stock, feed ingredients, transportation, medicines and vaccines is also
provided under the scheme.
In the light of comparatively large expenditure incurred on the Centrally Sponsored Scheme,
there is a need to carry out an evaluation and impact analysis of the scheme by an independent
organization.
• Eleventh Plan Outcome
Livestock and dairy sector is expected to grow at 6 to 7 per cent per annum during the 11th
five
year plan. The GDP from livestock sector at the end of 11th
five year plan is expected to increase
from the present level of Rs.112579 crores to Rs.161104 crores at 1999-2000 prices.
The milk production is expected to grow at 5 per cent per annum, meat and egg at 10 per cent per
annum and the wool at 2 per cent per annum. The level at end of 11th
plan for these commodities is
projected as follows.
Sr. No. Livestock Products
Growth Rate
(in percent)
Unit
Projection for the Year
2006-07 2011-12
1. Milk* 5 Million Tons 99.05 126.42
2. Meat** 10 Million Tons 6.50 10.47
3. Egg* 10 Billion nos. 49.00 78.91
4. Wool* 2 Million kg 43.33 50.04
* Source: Department of Animal Husbandry and Dairying, GoI ** Source: FAO, Food Outlook
Global Market Analysis, No. 1, June 2006
The analysis in a study suggests that the process of poultry sector integration yields
substantial potential benefits for the sector and, particularly, consumers of poultry meat. However,
when shortages of feed emerge, there are likely to be significant adverse effects on producers and
consumers of poultry meat and, particularly, eggs. Although domestic corn producers may gain from
higher prices associated with import restrictions, these gains must be weighed against losses to
producers and consumers of poultry meat and eggs, as well as to the potential international
competitiveness of Indian poultry production. Development and adoption of technology for
competitive domestic feed production would allow all producers and consumers to benefit from
poultry sector expansion.
(India’s Poultry Sector: Development and Prospects-- By Maurice Landes, Suresh
Persaud, and John Dyck. Market and Trade Economics Division, Economic
Research Service, U.S. Department of Agriculture, Agriculture and Trade Report)

15
Chapter 2
2.1 HALQUINOL FOR POULTRY AND PIGS
Halquinol is a non antibiotic antimicrobial mixture of chlorohydroxyquinolines. Its powerful
antimicrobial activity makes it a superior growth promoter in poultry and pigs.
Halquinol has various advantages over other compounds used for similar purpose. It is mainly a gut
acting compound and not absorbed from the gastro intestinal tract. It leaves no tissue residue in meat.
Hence it is the most approved growth promoter to be used in food animals.
Halquinol is a triple acting antidiarrhoeal product effective against bacteria, fungi and protozoa.
Because of its specificity in action against bacteria, it induces minimum or no resistance in bacteria
even on prolonged use. Halquinol is a mixture of 5,7-dichloro-8-hydroxyquinoline and 5-chloro-8-
hydroxyquinoline as the chief constituents. Varying proportions of these constituents gives the
product added advantage towards bacterial resistance.
Halquinol is very effective on wide variety of micro organisms. Its antibacterial spectrum includes
activity against most gram positive and gram negative bacteria such as E coli, Salmonella pullorum,
Salmonella enteritidis, Salmonella typhimurium, Staphylococcus aureus, Streptococcus sp., Sheigella
sp. and Proteus vulgaris.
Halquinol exerts broad spectrum antifungal activity on Candida albicans, Epidermophyton
floccosum, Trycophyton mentagrophytes, Microsporum sp and Aspergillus sp. Halquinol also
exhibits antiprotozoal activity against Entamoeba hystolytica, Eimeria bovis and other Eimeria
species.
As a growth promoter, Halquinol proves itself superior to Zinc bacitracin, Virginiamycin both in
terms of improving body weight and reducing mortality. Halquinol also possesses a characteristic
that allows it to slow down the motility of intestine and thus promotes digestion and absorption of
nutrients.
Halquinol is well-tested growth promoter for Pigs, Broilers, Layers and Broiler breeder flocks. It is
also a very effective remedy for crop mycosis, wet droppings and diarrhoea. The antimicrobial
spectrum of Halquinol is wider when compared to Penicillin, Streptomycin, Ampicillin, Zinc
bacitracin, Tetracycline, Arsanilic acid, Neomycin, Nystatin, Furazolidone and Chloramphenicol.

16
Use and Benefits of Halquinol
The use and benefits of Halquinol have been well established in animal health for over FORTY
years. Some of the important features of HALQUINOL are:
It is a versatile non-antibiotic growth promoter. It acts by two ways
Reducing the pathogen load in both intestine and feed because of its strong antimicrobial activity.
Slowing down the motility of intestine thereby allowing the digesta to stay longer in the intestine.
This helps in better absorption of nutrients.
Its action is chiefly restricted to gut because it is not absorbed and hence non-toxic.
Apart from its antimicrobial property, it has got antidiarrhoeal property also. It reduces motility of
intestine and hence acts as an antidiarrhoeal compound.
Resistance development to HALQUINOL by microbes is a rare phenomenon. HALQUINOL has
been tested against various microbes and it was found that resistance development is very rare.

17
2.2 Pharmacology
HALQUINOL is a quinoline derivative and comprises of a mixture of the following derivatives
5,7-Dichloro-8-hydroxyquinoline
5-Chloro-8-hydroxyquinoline
7-Chloro-8-hydroxyquinoline
HALQUINOL is not absorbed from the gut hence it is principally gut acting antimicrobial agent.
Principal site of activity is the intestine. On oral administration HALQUINOL is not absorbed from
the intestine. 95% of the drug gets eliminated in faeces. Therefore HALQUINOL is very specific for
intestinal infection and also it exerts least systemic toxicity. Other advantage is that it leaves no
tissue residue in food animals hence it is an approved growth promoter to be used in food animals.
This also gives an added advantage of shortest withdrawal period before culling.
TISSUE CONCENTRATION (RESIDUE) OF HALQUINOL IN RATS ON HOURLY BASIS
Oral Dose : Halquinol 0.3 mg/Kg/day J K O’Brian (1971)
Location 2 Hrs 4 Hrs 6 Hrs 12-24 Hrs
Blood Traces NIL NIL NIL
Liver + NIL NIL NIL
Kidney NIL + NIL NIL
Lungs NIL NIL NIL NIL
Faeces NIL ++ +++ ++++
[+ = <1%, ++ = <25%, +++ = <75%, ++++ = >95%]
Halquinol has 95% activity in intestine. Only traces to the tune of 5% gets absorbed from intestine
and eliminated through urine. Rats given Halquinol 0.3 mg/Kg oraally for 14 days did not exhibit
any toxicity.
Halquinol shows inhibitory effect on the peristaltic movement of the intestine. Therefore it aids in
slowing down the motility of the intestine. This property of halquinol helps in enhancing nutrient
absorption and also controlling diarrhoea or wet litter condition. (C L Kaul & JJ Lewis 1965).

18
2.3 Anti Microbial Property
Halquinol exerts broad spectrum activity against bacteria protozoa and wide variety of fungi.
ANTI BACTERIAL SPECTRUM OF HALQUINOL
Gram Negative Gram Positive
Agent
E.
coli
Salmonella
sp.
Sheigella
sp.
Klebsiella Proteus Clostridium Staph
Pen G + +
Oxytetracycline + + + + + + +
Kanamycin + + + +
Tylosin + +
Chloramphenicol + +
Furazolidone + + + + + +
Suldimethoxine + + + +
Carbadox + + +
HALQUINOL + + + + + + +
Thus from the table it is clear that Halquinol acts on every bacteria that have the potential to cause
the diseases in Poultry.

19
Chapter 3
3.1 Product Description: HALQUINOL
Chemical Name : CHLOROHYDROXY QUINOLINE
Halquinol is registered as a feed additive in many countries under different brand names. Following
is the list of countries where this product is under active use
1. Australia VETMED-Registered Vet Registered feed additives in
Medicines in Queensland Queensland – Roxolin 24%
And their use (Aus 1990) and Roxolin 60%
2. United Kingdom Animal feeding stuffs Registered medicated animal
legislation of the UK Regn feeding stuffs in UK-
No. PL 0034/4001 and Quixalud & Quixalud premix
PL 0034/4026
3. EU Prescot & Baggot Halquinol is approved for
Antimicrobial Therapy in growth promotion without
Veterinary medicine 1990 veterinary prescription for
Cattle and pigs.
4. Thailand, Taiwan Used for pigs and chicken.
Malaysia
Halquinol is also used in most of the Commonwealth countries and other Asia-Pacific countries.

20
3.2 Components of Halquinol
5,7-DICHLORO-8-HYDROXYQUINOLINE 5-CHLORO-8-HYDROXYQUINOLINE
7-CHLORO-8-HYDROXYQUINOLINE
COMPONENTS OF HALQUINOL
DCHQ CHQ
3.3 Some References and Results highliting Efficacy of HALQUINOL
Result Reference
1. Halquinol is effective against a wide range of micro Heseltine & Freeman, J Pharm
organisms including bacteria, Yeast & fungi Pharmcol,11,169 (1960)
2. Studies in rat indicated very slight absorption after Heseltine & Campbell J,
oral administration, but later investigations on human Trop Med Hyg, 63, 163 (1960)
and other animals showed that substantial portions of Freeman & Heseltine, Nature
oral doses of Halquinol could be found in the urine London, 199, 703 (1963)
3. Pharmacology study of Halquinol indicated no effect Kaul & lewis, J Pharm
on neuro muscular transmission in the rat diaphragm. Pharmacol, 17, 434 (1965)

21
It promotes growth by inhibiting growth of pathogenic
intestinal flora & by slowing passage rate of digesta in
the intestinal tract.
4. Sensitivity patterns of the E Coli isolates to eight Cosgrove et al J Vet Pharmacol
antimicrobial drugs did not significantly alter feeding Ther 4, 1939 (1981)
medicated diet containing Halquinol.
5. 8-Hydroxyquinolines & its derivatives are not Merck Veterinary Manual
absorbed from the GI tract to any degree.
6. Halquinol is a non-antibiotic chemical agent that has Ellenrleder & Sensoh, Arzneim
broad spectrum anti-bacterial, anti-fungal and Forsch, 22, 908 (1972)
anti-protozoal activity
7. Halquinol has antimicrobial, antifungal and anti The Pharmaceutical Codex,
antiamoebic properties London, UK 12th
Edn (1994)
8. Halquinol is effective in promoting growth and Research report by Linden
reducing mortality in male broilers grown on slatted International Pvt Ltd,
floors under Philippine conditions. Singapore.
The results of three trials are remarkably consistent Study supervised by
and clearly demonstrates that Halquinol improves Dr. Carmen Mateo, Inst. of
live weight and FCR with a magnitude of around Animal Science, Univ of
6-8 points or 3-4% in live weight corrected FCR. Philippines (Feb 1999)

22
Chapter 4
Company Profile
Auro Pharmaceuticals & Fine Chemicals Pvt. Ltd.
Mission: Innovation and Inventions
Vision: We aspire to become global leaders in our product/technology areas.
Fact Sheet
Year of Establishment : 1992
Nature of Business : Manufacturer
Number of Employees : 26 to 50 People
Turnover : US$ 0.25-1 Million (or Rs. 1-4 Crore Approx.)
Profile:
Auro Pharmaceuticals & Fine Chemicals Pvt. Ltd started operations in 1992 .AURO specializes in
quinoline chemistry. They manufacture quinolines for Pharma, Agro intermediates, perfumes, dyes,
pigments and polymers. They also undertake custom synthesis and Toll manufacturibg activity.
These products are processed using high grade chemical compounds and sophisticated technology.
Apart from this, these are formulated in complete compliance with the international quality
standards. These products are highly acknowledged owing to their excellent quality, longer shelf life,
accurate composition and precise pH value. The offered products are available in various quantities
and other related specifications as per the varied needs of clients. In addition to this, clients can avail
the offered products from us at the most reasonable prices.
Leveraging on the state-of-art manufacturing unit, they are able to offer products that are known for
their unmatched quality. They have established a high-end infrastructure that is well equipped with
various essential and advanced amenities that are required for the production of premium quality
range of products. In addition to this, to offer flawless range within the shortest possible time frame,
they have established the spacious warehousing facility within the infrastructure.

23
They have 3 factory units in and around Pune, currently having a team of 70 people and a recorded
turnover of more than 10cr comprising 80% of the exports. Due to robust infrastuctural facility, they
have the capacity to deliver even bulk and urgent orders of clients within the stipulated frame of
time.
The professionals work in close harmonization with the clients to understand their varied
requirements and provide them various options that perfectly match their demands. Owing to the
world class quality standards of their products, they have successfully achieved the top most position
in the industry among their competitors.
Products
1,2,3,4 Tetrahydroquinoline
2-Cyano Phenol
3-Methyl -2-Cyclohexenone
8-Aminoquinaldine
8-Hydroxyquinoline Benzoate
Halquinol
One of their major product is HALQUINOL. They are fully integrated manufacturer and exporter of
this product offering this product in various formulations as per customer needs and marketing in
bulk.
OTHER PRODUCTS:
Cane Sugar Derivatives:
ICUMSA 100
ICUMSA 150
ICUMSA 45
Raw Sugar

24
Major Clients:
Novartis
Provimi
Metro Exporters
Synthesia (Germany)
Chemhub (USA)
TCI (Japan)
Eurolabs (UK)
Manufacturing Process
They have a strong R&D infrastructure which is utilized to invent and innovate processes for product
development and custom synthesis. In order to meet the varied requirements of the industry, they
have a well established large manufacturing facility that is equipped with various requisites machines
and equipments. The offered products are formulated using the finest quality ingredients at par with
the set industry standards. Apart from this, the infrastructure is segregated into different divisions
like manufacturing, quality control, packaging, etc. These departments work in synchronization with
each other to provide clients with high quality products. Also, these divisions are upgraded at regular
time intervals in order to carry hassle free production process.
Quality Control
They provide clients high quality product range that is processed using premium grade chemicals and
latest techniques. To offer clients, a flawless range of products, they have established well-equipped
quality testing lab, where various tests are conducted. The highly skilled quality inspectors keep a
strict vigil on the production processes that starts from the procurement of factor inputs and ends till
the final delivery of the finished products. Apart from this, a sophisticated packaging facility is
available that packs the offered products using quality packaging material in order to ensure safe
transit.

25
Packaging Facilities
They have established a sophisticated warehousing & packaging facility in a wide area in order to
ensure safe storage of our offered products. The warehousing facility is endowed with the capacity to
store large inventory stocks and is divided into different rooms to identify the product range easily.
This unit is supervised by experienced storekeepers to monitor the records of the incoming and
outgoing stocks. The skilled professionals pack the products using high grade packaging material,
which ensure safe transit at clients’ end.
The Team
The success gained by Auro Pharmaceuticals & Fine Chemicals Pvt.Ltd in the market is due to the
highly competent professionals who stay connected with the changing developments of the market
which helped them offer their products as per the latest technological advancements. Additionally,
The professional’s commitment to achieve the predetermined organizational goals by providing
qualitative products, led them to work in close-coordination with clients to understand their
variegated requirements and serve with the same.

26
Chapter 5
5.1 Purpose of the Project
Auro Pharmaceuticals and Fine Chemicals Pvt. Ltd. has few products in its basket. One of
them is Sancalp which is marketed by Novartis. Auro Pharma is now planning to enter into the
market with its new product for which it has already got the process patent. The purpose of this
project is to understand the Market Potential for this new product so that the demand can be
forecasted and the data collected through this project would then be used to decide about the path of
entry into the segment. Also, the data would help the marketing managers in knowing the most
effective ways of communicating with the customer.
5.2 Research Objectives
• To study the application of Halquinol for Management of Poultry Health.
• To estimate the Market potential of Halquinol amongst the Poultry Farmers and Veterinary
Doctors.
• To understand the perception amongst the Poultry Farmers & the Veterinary Doctors about
the use of Halquinol and Superquinol in Poultry Feeds.
• To study the factors influencing the prescription of Veterinary Antibiotics amongst the
Veterinary Doctors.

27
Chapter 6
6.1 Research Methodology
MARKETING RESEARCH: It can be defined as the systematic design, collection, analysis, and
reporting of data and findings relevant to a specific marketing situation facing the company. Or in
other words it can also be defined as a clearly defined search for answers to some questions, which if
answered would lead the company to make critical marketing decisions on a strategic or tactical
level.
Among the strategic areas, marketing research applications are demand forecasting, sales forecasting,
segmentation studies, identification of target markets for a given product and positioning strategies
identification.
The areas of tactical applications are product testing, pricing research, advertising research,
promotional research, distribution and logistics related research. It includes research related to all the
P’s of marketing
Effective marketing research follows six steps:

28
A MARKETING RESEARCH IS DONE WHEN-
1] There is an information gap which can be filled by doing research
2] The cost of filling the gap through marketing research is less than the cost of taking a wrong
decision without doing the research
3] The time taken for the research does not delay decision-making beyond reasonable limits.
DEFINING RESEARCH OBJECTIVE: Problems should not be defined either too broadly or too
narrowly. A very broad or vague definition leads to excessive wastage of resources. Too narrow a
definition leads to inadequate data or information required to take an effective decision. Clarity
should be there on the following to clearly set objectives for a research:
1] The content and scope of the research.
2] The decisions that are to be made and the questions that are to be answered.
RESEARCH DESIGN: A research design provides the framework to be used as a guide in
collecting and analysing the data. Broadly, research design can be classified into following three
kinds:
1] Exploratory Research: This is generally to clarify thoughts and opinions about the research
problem or the respondent population, or to provide insights on how to do more conclusive [causal]
research. One major application of exploratory research is to generate hypotheses for further studies.
2] Descriptive Research: Most marketing research is of this type. Typically, descriptive studies are
either [a] Longitudinal or [b] Cross-sectional.
[a] Longitudinal Studies: This generally takes the form of a sample of respondents who are studied
over a period of time- from a few months to a few years. In marketing research, longitudinal (same
sample) studies are usually done through a panel. A panel is a sample of respondents chosen from the
defined target population for the study.
[b] Cross-sectional Studies: This is most commonly used in marketing research. This is a one-shot
research study at a given point of time, and consists of a sample (cross-section) of the population of
interest. It gives a good overall picture of the position at a given time.

29
3] Causal Research: A causal design seeks to establish causation as far as possible, by employing
controls and conditions for determination of the influence of one variable on the other. It differs from
descriptive designs in their greater probability of establishing causality, thus for this reason it is also
known as experimental design.
DATA COLLECTION IN MARKET RESEARCH: Data collection is of two types:
1] Primary Data Collection: It involves collecting information specifically for the study on hand,
from the actual sources such as consumers, dealers or other entities involved in the research.
2] Secondary Data Collection: Any data that has not been specifically collected for the current
market research but the information is used.
SAMPLE DESIGN: A sample is a segment of population selected to represent the population as a
whole. The types of sampling technique are-
1] Probability Sampling-
[a] Simple random sampling- Every member of the population has known and equal chances of
getting selected
[b] Stratified random sampling- Population is divided into mutually exclusive groups such as age
groups and random samples are drawn from each group
[c] Cluster sampling- The population is divided into mutually exclusive groups such as blocks and
the researcher draws a sample of the group to interview.
2] Non-Probability Sampling-
[a] Convenience Sampling- The researcher selects the easiest population members from which to
obtain information
[b] Judgement Sampling- The researcher uses his/her judgement to select population members who
are good prospects of accurate information
[c] Quota Sampling- The researcher finds and interviews a prescribed number of people in each of
several categories.

30
TOOLS FOR DATA COLLECTION
Marketing researchers use questionnaires as instruments in collecting primary data.
A structured questionnaire consists of a set of questions presented to a respondent for answer.
The three basic types of questionnaire are-
Close ended,
Open-ended, and
Combination of both.
ROLE OF MARKET RESEARCH IN A PHARMACEUTICAL INDUSTRY
In every part of the value chain in a pharmaceutical industry, there are critical market questions that
need to be answered to make effective decisions as-
1. Portfolio and Franchise Strategy:
How are we viewed in the marketplace?
How can we optimize our portfolio in a specific franchise or across several?
How are competitors planning to grow and position themselves?
What new products does the market want?
Is there existing technology we can acquire to rapidly meet unmet needs?
2. Research & Development:
What features must a new drug have in order to be successful?
How large is the potential market?
Should a candidate drug be taken forward to clinical trials or not?
What are the strengths and weaknesses of competitors?
How should the drug be distributed?

31
3. Pre-launch:
Update and confirm the market potential
How should the drug be priced and positioned?
What advertising and marketing collaterals are needed?
What marketing activities and resource allocations will give us optimal ROI?
What sales ramp can we expect?
4. Ongoing-Support:
How are we doing, and how are competitors doing?
What incremental improvements can we make to the product?
What new indications, formulations, or combination therapy targets should we go after?
How will the market react to a change such as a competitive entry, patent expiry, guideline or
regulatory change or new indication?
Thus, Market Research is important because of:
• Rapid changing marketing environment;
• Need for up-to-date information for strategically important areas;
• Importance of research as an integral part of better operation

32
RESEARCH METHODOLOGY USED IN THE PROJECT
Research Type: The type of research was Exploratory Research, with the use of a structured
questionnaire to collect on-field feedback from Doctors.
Mode of Data Collection:
[1] Primary Data Collection: Interviews using structured Questionnaire.
[2] Secondary Data Collection: Books and Internet
Research Target: Poultry Farmers and Veterinary Doctors
Sample Size:
City Poultry Farmers Veterinary Doctors
Hyderabad 53 22
Bangalore 15 38
Delhi 5 28
Total 73 88
Duration of Project: 2 Months
Duration of Data Collection: 1 Month
Sampling Technique: Open Sampling [No Primary data about poultry farm and veterinary doctors]
Data Analysis: MS Excel, SPSS

33
Regions Considered

34
Chapter 7
Observations and Data Analysis
The Data was collected from the Poultry Farmers and the Veterinary Doctors individually.
The Data for Poultry Farmers and the Veterinary Doctors have been analyzed into 2 main parts.
Part A : Poultry Farmers
The First Part is concerned with the general information about the poultry market and understanding
the basic need for the product Halquinol.
The Second Part is concerned with the brand recalling and the basis of brand selection of the poultry
feed and poultry antibiotics.
The Third Part is concerned with understanding the Perception of Superquinol.
Part B : Veterinary Doctors
The First Part is concerned with the analysis of patient flow for the Veterinary Doctors.
The Second Part is concerned with the Factors affecting the doctor’s prescription for antibiotics and
the market scenario of Poultry antibiotics.
The third Part is concerned with the Perception of doctors about Halquinol and Superquinol.

35
PART A
(Poultry Farmers)

36
Number and Types of Birds in South Region
Broilers 761,800
Layers 2,820,000
Breeders 284,500
Growers 115,000
Total 3,981,300
Inference
The Data shows that most of the poultry farmers breed layers. The Broilers also form a major part in
the south region. There are farms which are breeder farms and some poultry farmers also run poultry
farms for the grower birds which could be sold to other farms.
The data also shows that the south region can be considered as a potential market for poultry
antibiotics as it comprises of 34% of the total poultry birds found in India.

37
Feed Type
Manufactured Purchased Both
62 4 0
Inference
94% of the poultry farmers manufactured the feed on site. This is because the feed ingredients are
readily available and the feed can be easily made.
Feed Ingredients
The Main Ingredients in the Manufactured Feed are Maize, Soya. Jowar and wheat are used
interchangeably in some cases. Sunflower oil cakes, Deoiled rice bran and other seeds also form a
part of the feed.

38
FCR (Feed Conversion Ratio)
Feed Conversion Ratio
Below 1.8 1.8-.2.2 Total
6 11 17
Inference
Most of the broiler farms had the Feed Conversion ratio of 1.8 to 2.2. This was normal according to
the scientific data available. The farms having FCR below the normal range were located in the
outskirts and were affected by disease in the recent past.

39
Feed cost per Chick per Day
Rs. 1-1.2 Rs. 1.2 Rs. 1.25-2 Total
15 30 23 68
Inference
According to 44% of the farmers from the south zone, the feed cost incurred per chick per day is Rs.
1.2. The Respondents also said that the cost can increase from Rs. 1.2-2 according to the changes in
prices of the raw material for the preparation of feed.

40
Quantity of feed given to the Birds
80-100gms 100gms above 100gms Total
6 42 19 67
Inference
Most of the Poultry farmers give 100gms and above feed to the birds.
Almost 28% of the farmers believe that giving above 100 gms of feed to the birds will give good
production.
But this may result in wastage of feed, hence a loss.
9% of farmers provide less than 100 gms of feed as they feel that the capacity of birds to consume
the feed is not more. Hence there is no wastage and no loss.

41
Quantity of feed consumed by the Birds
Upto 100gms 100gms Above 100gms Total
7 56 5 68
Inference
Most of the Poultry farmers confirmed that the birds consumed 100gms of feed per day. This means
that there is very less wastage of feed.
The 9 % of farmers which believe their birds do not have capacity to consume 100 gms of food are
right as again almost 10% of farmers say that their birds consume less than 100 gms.
The 28% farmers who believed in giving more feed than require also agree that their birds do not
actually consume above 100 gms of feed.

42
Quantity of the feed stocked
Upto 5000kg 5000kg Above 5000kg Total
24 19 24 67
Inference
36% of the farmers stock the poultry feed upto 5000kg while 64% of the farmers stock 5000kgs and
above. Hence these farmers are the most potential customers for Halquinol.

43
Feed Ingredients
Inferences:
The feed that is manufactured on site by the poultry farmers contains mainly 3 common ingredients,
i.e. Soya, Maize and Jowar.
The other ingredients include Wheat, Deoiled Rice bran (DBR), Sunflower cakes, etc.
Cleanliness
The cleanliness is properly maintained by the farm owners. Cleanliness is an important issue
concerned with the health of the farm birds. Prevention from a disease is the best way to make any
profit in this Industry.
Source of Water
The source of water for all the farms was ground water. The farms are located in the outskirts of the
cities. Hence the only source of water is the ground water.
Disease Occurance
The was no occurrence of diseases in Bangalore. In Hyderabad in some parts of Ranga Reddy
District throat infection and also feather and hair loss was observed. The local doctors were called by
the farm owners and the situation was controlled. The doctors informed that it was a viral infection
but it will not cause much damage to the farm.

44
Use of Growth Promoters
Growth Promoters Given
Yes 31 Proteins 15
No 37
Calcium and
other
16
Total 68 Total 31
Inference
Almost half of the sample farmers accepted that they use growth promoters for growth enhancement
or better nourishment. This helps in getting better yield and the birds also stay healthy.
Growth promoters such as Calcium, Proteins, Yeast extract, Vitamins were used.

45
Mortality and Morbidity Rates
Mortality Rate
0% to 2% 3% to 5% 6% to 10% More than 10% Total
11 21 29 7 68
Morbidity Rate
0% to 2% 3% to 5% 6% to 10% More than 10% Total
11 20 26 11 68

46
Inference
The Mortality and Morbidity Rate in Hyderabad and Bangalore area is high due to the prevalence of
diseases like Newcastle disease, CRD, and other viral diseases. Up to 5% Mortality rate is considered
as normal. Thus 47% & 46%of the poultry farms had normal Mortality rate. The rest 53% & 54%of
the farms had High Mortality & Morbidity rate respectively. Summer season and Ground water
Source is thought to be the reason for High Mortality rate. The Mortality rate in Bangalore was low
as compared to Hyderabad.
Veterinary Doctor consulted for treatment of Disease
Inference
After getting affected by the disease, the farmers called the local veterinary doctor for the treatment
of the poultry birds. If there was no disease then the doctor was not called even for monthly
inspection. The Medical/Sales Representatives of various companies visited them and inspected the
farm and provided the required medicines and supplements.
Halquinol Prescription
Inference
Halquinol was never prescribed by the Veterinary Doctors or the Medical/Sales Representatives in
any cases.

47
Major Brands Available in the Market
H : There is Significant Association between the Brand of feed Purchased and the Company
Brand Name
H0 : Brand of feed Purchased does not depend on Brand Name
H1 : Brand of feed Purchased depends on the Brand Name
Brand 1
Suguna 10
Uttara 23
Venkys 12
Rohini 13
Others 9
TOTAL 67
Brand 2
Venkys 15
Uttara 12
Poshak 11
Others 28
TOTAL 66

48
Coefficientsa
Model
Unstandardized Coefficients
Standardized
Coefficients T Sig.
B Std. Error Beta
1
(Constant) -.103 2.105 -.049 .961
Price -.350 .161 -.281 -2.172 .034
Availability .176 .284 .132 .619 .538
Brand Name .745 .311 .503 2.391 .020
Quality -.268 .184 -.203 -1.456 .150
a. Dependent Variable: Brand 1
Coefficientsa
Model
Standardized
Coefficients T Sig.
B Std. Error Beta
2
(Constant) -1.465 1.784 -.821 .415
Price -.221 .136 -.205 -1.623 .110
Availability .410 .240 .356 1.705 .093
Brand Name .863 .264 .674 3.270 .002
Quality -.135 .156 -.118 -.866 .390
Brand 3
Poshak 29
Rohini 9
Venkys 6
Suguna 4
Others 9
Total 57

49
Coefficientsa
Model
Standardized
Coefficients T Sig.
B Std. Error Beta
3
(Constant) -.520 2.302 -.226 .822
Price -.262 .176 -.203 -1.489 .141
Availability .271 .310 .196 .875 .385
Brand Name .634 .340 .413 1.863 .067
Quality -.138 .201 -.100 -.684 .496
Inference:
The poultry farmers were asked to recall the Brands of Feed available in the market. Accordingly
analysis was done.
It was found out that the local brands like Utara and Rohini were most recalled. Venky’s and Suguna
which are the reputed companies in the market were recalled later.
Poshak is another local brand which was recalled most of the times by the farmers.
This may be due to the location of the farms. Many of the farms are situated in the remote areas.
Hence these areas were not considered as the potential markets.
Another reason can be that the farmers preferred manufacturing their own feed for their birds. Hence
the brands were ignored.
In order to increase the sale of a particular feed brand (Brand Recall 1) by 1 unit, the company has to
increase its availability and brand name by 0.176% and 0.745% respectively. Similarly it has to
decrease its price and quality by 0.350% and 0.268% respectively.
Thus the company needs to work on the distribution and is promotion for increasing their sales. Also
their cost can be decreased by decreasing the quality. This can be taken in a positive sense to
increase or persuade the customers to buy the product.
For Brand Recall 2 companies also the same things apply. Here the distribution should be made more
intensive. This may be done by decreasing less price and quality as compared to Brand Recall 1.

50
For Brand recall 3 Companies, The top companies can increase their brand name as they are the local
companies. Also they can increase their distribution in the local market at less price to increase their
sales.
In all the 3 Models Brand Name is given the highest score. This proves that the Hypothesis is correct.
That means there is Significant Association between the Brand of feed Purchased and the Brand
Name of the feed.

51
Basis of Brand Selection for Feed
1st
Preference
2nd
Preference
3rd
Preference
4th
Preference
5th
Preference
Total
Price 26 37 2 3 0 68
Quality 39 26 1 2 0 68
Availability 0 4 33 28 3 68
Brand Name 0 1 32 32 3 68
No
Competitive
Brand
3 0 0 3 62 68
Total 68 68 68 68 68 340

52
Inference:
The data suggests that the Quality is the highly preferred factor in selecting a brand by the poultry
farmer.
Price is the next factor which is considered while selecting the brand.
Brand Name and Availability of the brand are considered later.
If No Competitive brand is available the farmer would not buy any brand.
The Data collected for the ROI shows that after Quality, the brand name is been given the
preference. This is because, the feed is purchased in most of the farms. Hence the brand name is
given the preference.

53
Basis of Brand Selection for Antibiotics
1st
Preference
2nd
Preference
3rd
Preference
4th
Preference
Total
Price 25 40 1 2 68
Quality 40 26 2 0 68
Brand
Name
0 1 32 35 68
Availability 3 1 33 31 68
Total 68 68 68 68 272

54
Inference
In case of antibiotics the farmers prefer Good Quality Antibiotics.
In South Zone the 2nd
Preference is given to Price, while Brand Name and Availability are given
almost equal preferences.
Considering ROI, the 2nd
Preference is given to the Availability of a particular antibiotic. This may
be due the low Market Penetration, or low distribution of antibiotics. The farmers preferred those
antibiotics which were readily avaiable.

55
Brand Switching Factors for Antibiotics
Price Quality
Severity of
Symptoms
Company
Brand
Past
Experience
Total
Unimportant 1 0 3 0 3 7
Less
Important
1 0 2 0 1 4
Important 16 3 21 14 22 76
More
Important
22 4 26 29 32 113
Most
Important
28 61 16 25 10 140
Total 68 68 68 68 68 340
61

56

57
Inference:
The Brand Switching factors for antibiotics included Price, Quality, Severity of symptoms,
Company/Brand Name and Past Experience.
The Quality of the Antibiotics is considered to be the most useful factor in brand switching.
Hence the Quality of the product should be the best among the competitor brands available.
The next factor in case of Brand Switching was the Company/Brand Name. This is different from the
Poultry Feed data as the farmers all over relied on the best quality of antibiotics for their farm birds.
Price is at the third position as the farmers are willing to spend money for the good health of the
birds.
Severity of symptoms and Past Experience can also considered as competitive factors for Switching
of the Antibiotic Brands.

58
Perception about Superquinol
Superquinol
Known
Yes 2
No 67
Total 69
Superquinol
Better than
Halquinol
Yes 2
Maybe 67
Total 69
Inference
The data itself suggests that Superquinol is not known to many farmers.
But the farmers think that it May be Better than Halquinol when prompted that it is the higher
version of Halquinol.

59
Growth Promoters
Growth Promoters Given
Yes 31 Proteins 15
No 37
Calcium and
other
16
Total 68 Total 31
Inference:
Nearly 46% of the farmers use growth promoters.
The growth promoters include Protein growth promoters which are mainly used by the farmers
having broiler farms while calcium and other vitamins is used by the layer farms.

60
PART B
(Veterinary Doctors)

61
Duration of Practice
Years No.
0-10 Years 12
11-15 Years 21
16-20 Years 13
>20 Years 14
Total 60
Inference
The Sample consists of 55% doctors having experience of up to 15 years while 45% of Doctors are
having an experience of more than 15 years.

62
Number of Patients per Day
Number of
Patients
11-15 22
16-20 14
>20 24
Total 60
Inference
37% of the doctors treat 11-15 patients per day, while 63% of the doctors treat more than 15 patients
per day.
This is because most of the doctors in the sample are attached to Veterinary Hospitals.

63
Types of Patient Animals
Patient Animals
Other 32
Others and Poultry 28
Total 60
Inference
47% of the sample size of the doctors treat poultry birds along with other animals also. The
remaining treat other animals only.
The other animals include Cattle, Cannines, and Cats.

64
Relation Between Number of Patients and Types of Patients Visiting per Day
H: There is an association between the number of patients visiting and the type of patients
visiting the Veterinary Doctor
H1 : Most of the patients visiting the veterinary doctors per day are other than poultry patients
H0 : Most of the patients visiting the veterinary doctors per day are poultry patients
Patient Visiting/Day * Poultry Patients Crosstabulation
Count
Poultry Patients
Total
Yes No
Patient
Visiting/Day
11-15 22 0 22
16-20 6 8 14
>20 0 24 24
Total 28 32 60
Chi-Square Tests
Value Df
Asymp. Sig.
(2-sided)
Pearson Chi-Square 46.224a
2 .000
Likelihood Ratio 63.789 2 .000
Linear-by-Linear
Association
45.238 1 .000
N of Valid Cases 60
a. 0 cells (.0%) have expected count less than 5. The minimum
expected count is 6.53.
Symmetric Measures
Value
Asymp. Std.
Errora Approx. Tb Approx.
Sig.
Interval by
Interval
Pearson's R .876 .031 13.808 .000c
Ordinal by
Ordinal
Spearman Correlation .875 .032 13.749 .000c
N of Valid Cases 60
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.

65
Inference:
The data suggests that 22 doctors treat 11-15 poultry patients per day, while 6 doctors treat 16-20
patients per day. These doctors can be the potential targets for the company for its drug prescription.
The Pearson’s Chi Square value lies between 0.00 to 0.05. Hence we reject H0 and Accept H1.
Thus we can conclude that less number of poultry patients visit the doctors per day. This is because
the patients are in form of the poultry owners who invite the doctors to their poultry farms. Hence the
doctors treating the poultry birds are also less. The doctors treating the other animals are more in
number, but they cannot be the potential customers for the company.
Inference:
According to the Veterinary Doctors most prevalent diseases in the South region are New Castle
disease that is caused by RNA virus.
Another diseas that occurs is VVND i.e. Very Virulent New Castle Disease.
CRD i.e. Chronic Respiratory Disease is also observed inthis area.
Coryza is a bacterial disease that is also found in this region.
E. coli or Coccidiosis is prevalent in this industry all over. This is mainly due to poor quality of
drinking water and the unhygenic conditions in the poultry farm.
Inference:
The Doctors prescribe a broad spectrum of antibiotics. Penecillin G and Oxytetracyclin is used most.
New molecules are being used as the causitive agents are becoming resistant.

66
Factors of affecting Antibiotic Prescription
Price Quality Patented
Product
Availability Company
Brand
MR
Visit
Total
Unimportant 0 0 1 0 0 0 1
Less Important 14 0 0 10 0 6 30
Important 20 0 16 8 31 30 105
More Important 16 2 15 28 16 7 84
Most Important 10 58 28 14 13 17 140
Total 60 60 60 60 60 60 360
Weighted
Average
3.37 4.97 4.15 3.77 3.7 3.58
58

67
Inference
Quality is the Most Important factor in the prescription of antibiotic by the doctor.
Patented Product, however is an important factor but may be due to its high price or availablity of
other generic products in the market, it is not considered as most important.
The Price and availibility of the product also play an important role.

68
The observations are same for the Rest of India. Quality of the Anitbiotic is considered as most
mportant factor, while Price is considered as the least important factor.
Thus, the Hypothesis is correct and it can be said that the Doctors are inclined towards the Quality of
the Antibiotic rather than its Price all over India.

69
Brand Recall For Antibiotics
H: There is an association between the doctor’s prescription of a particular product and the
features like Quality of product and Patented product
Ho : The Doctor’s Prescription does not depend on the Quality of product and patented product
H1 : The Doctor’s Prescription depends on the Quality of product and patented product
Brands
Recall
1
Recall
2
Recall
3
Total
Ranbaxy 25 16 5 46
Novartis 21 23 9 53
Vetcare 4 4 5 13
Hoechst 1 5 16 22
Pfizer 3 4 10 17
Others 6 8 15 29
Total 60 60 60 180

70
% of Brand Recall for Antibiotics (South)
Company
Recall
1
Recall
2
Recall
3
Total
(%)
Ranbaxy 54 35 11 100.00
Novartis 40 43 17 100.00
VetCare 31 31 38 100.00
Hoechst 5 23 73 100.00
Pfizer 18 24 59 100.00
Others 21 28 52 100.00
Coefficientsa
Model
Standardized
Coefficients t Sig.
B Std. Error Beta
1
(Constant) -3.149 3.531 -.892 .376
Quality of Product 1.274 .725 .291 1.758 .085
Patented Product -.372 .177 -.440 -2.099 .041
Company Brand .131 .199 .134 .658 .514
Price of Product .075 .111 .097 .678 .501
Availability of
Product
.030 .121 .038 .250 .804
MR/SR Visit -.186 .107 -.238 -1.735 .089
a. Dependent Variable: Brand Recall 1/Dr.’s Prescription
Coefficientsa
Model
Standardized
Coefficients t Sig.
B Std. Error Beta
2
(Constant) -5.691 3.363 -1.692 .096
Company Brand .303 .189 .308 1.600 .116
Price of Product .102 .106 .132 .969 .337
Availability of
Product
-.125 .115 -.156 -1.084 .283
MR/SR Visit -.204 .102 -.259 -1.995 .051

71
Coefficientsa
Model
Standardized
Coefficients t Sig.
B Std. Error Beta
3
(Constant) -8.008 2.332 -3.435 .001
Company Brand .166 .131 .215 1.264 .212
Price of Product .178 .073 .291 2.425 .019
Availability of
Product
-.128 .080 -.205 -1.607 .114
MR/SR Visit -.123 .071 -.200 -1.740 .088
Inference
The doctors were asked to recall the brands of the antibiotics that are present in the market.
Novartis and Ranbaxy were recalled most by 55% of the doctors sampled. Hoechst, Vetcare and
Pfizer were among the top brands recalled. The other brands included a variety of local brands.
This means that Ranbaxy and Novartis were successful in making a brand name in the animal health
care market. The reason for this may be a successful marketing strategy for high market peneration.
According to the % of brand recall, Ranbaxy was recalled first by many doctors while Novartis was
recalled second. Hoechst, Pfizer and Vetcare were recalled most in the third place along with the
other local brands.
To incerease the prescription of doctor for Brand Recall 1 for a particular brand by 1 unit, the
company should increase their Quality, Brand Name, Price and the Availability of their product by
1.274%, 0.131%, 0.75% and 0.030% respectively. The company can reduce their patented product
and MR/SR visit by 0.372% and 0.186% respectively.
Thus the company can have an advantage of Increasing the price of its product by increasing its
Quality, Brand name and Availability of the product.
company should increase their Quality, Brand Name and Price of their product by 1.914%, 0.303%
and 0.102% respectively. The company can reduce their patented product, MR/SR and the
Availability visit by 0.477%, 0.204% and 0.125% respectively.

72
Thus the company can increase the price of their product but should put in more efforts to improve
the quality of their product and Increasing the brand name. The company can also decrease their
basket of their patented brands.
company should increase their Quality, Brand Name and Price of their product by 2.348%, 0.166%
and 0.178% respectively. The company can reduce their patented product, MR/SR and the
Availability visit by 0.303%, 0.123% and 0.128% respectively.
Thus the company can increase the price of their product but should put in more efforts to improve
the quality of their product and Increasing the brand name. The company can also decrease their
basket of their patented brands.
The company needs to put in more efforts and design strategies to increase their sales by
understanding the market requirements.
In all the 3 Models it is clear that the Quality of the Product and patented product score the Highest.
Hence for a doctor the Most important factor for the prescription of a particular product is its
Quality. The Successive factor is the patented product.
Thus our Hypothesis is Correct.

73
Overview of the Majors Players in Animal Healthcare Market (South)
Quality
Company
No. of
Responses
Average Rank
Rank
based on
Average
Novartis 53 1.38 1
Pfizer 17 1.88 2
Ranbaxy 46 2.08 3
Vetcare 13 2.13 4
Hoechst 22 2.64 5
Inference
Novartis is Ranked 1 in terms of Quality followed by Pfizer, Ranbaxy, Vetcare and Hoechst.
Brand Name
Company
No. of
Responses
Average
Rank
Rank
based on
Average
Novartis 53 1.42 1
Ranbaxy 46 2.09 2
Pfizer 17 2.16 3
Vetcare 13 2.23 4
Hoechst 22 2.68 5
Inference
Novartis leads the table in terms of Brand Name. This is followed by Ranbaxy and Pfizer. Here
Ranbaxy outrated Pfizer.
Vetcare and Hoechest share the later spots.

74
Price
Company
No. of
Responses
Average Rank
Rank
based on
Average
Ranbaxy 46 1.61 1
Vetcare 13 1.69 2
Hoechst 22 1.82 3
Novartis 53 2.47 4
Pfizer 17 2.86 5
Inference
In terms of Price, Ranbaxy beats all the players in market by providing their products at a cheaper
price.
Vetcare and Hoechst follow Ranbaxy respectively in the table.
Novartis and Pfizer are supposed to be those providing costliest products.
Availability
Company
No. of
Responses
Average Rank
Rank Based
on Average
Vetcare 13 1.40 1
Hoechst 22 1.62 2
Ranbaxy 46 1.96 3
Novartis 53 2.15 4
Pfizer 17 2.24 5
Inference
Vetcare and Hoechst are the table leaders in this section. Having a good distribution network can be
said as a key for the success.
Ranbaxy and Novartis join in later and Pfizer sharing the last place.

75
Overall Ranking
Company
Quality Brand Name Price Availability
Overall
Ranking
Novartis 1 1 4 4 1
Ranbaxy 3 2 1 3 2
Vetcare 4 4 2 1 3
Pfizer 2 3 5 5 4
Hoechst 5 5 3 2 5
Inference
Overall Novartis leads the table becoming the most competitive palyer in the market. Having a
portfolio of Quality products and the Brand Name keeps it at the first spot. It can improve its pricing
strategy by making its products available in the local market by applying good distribution network.
Ranbaxy leads in Price and Brand Name. It can improve in its product portfolio and making those
available in the local market.
Vetcare, a local brand keeps its third place by using its best distribution strategy. The products are
also available at low price. Though it lacks a good portfolio of products and a good brand name, it is
able to sustain its market.
Pfizer has a good Quality product portfolio and a big Brand Name, but lacks a good distribution
network so the products are not easily available and also the products are sold at high cost.
Hoechst is another company having a small Brand Name and a niche market but is able to make its
mark by making its products easily available in the market. Also it is successful in keeping its prices
low in a cut throat competition.

76
Medical Representatives Visit
Company Responses
Ranbaxy 48
Novartis 36
Venky's 35
Pfizer 19
Others 41
Total 179
Inference
The Medical Representatives form the Sales Force for the company. This helps in understanding the
Market Penetration of the company.
Ranbaxy and Novartis capture almost 47% of animal healthcare market by its marketing strategy.
As many of the doctors in the sample treat poultry, Venky’s come into the picture. It has penetrated
almost 1/5th
of the market.
Another giant, Pfizer also uses its Sales Force to explore the market for its products.
The other local brands like VetCare, Sarabhai, Hoechst and others also use their Sales Force and
have penerated the remaining market.

77
Usefulness of the Mrdical Representative’s Visit
Usefulness of MR's Visit
Not at all Useful 0
Useful 61
Somewhat useful 1
Total 62
Inference
Almost all the doctors find the visit of the MR to be useful as they provide the information about the
new products and keep them updated.

78
Time Given to Medical Represesentatives by the Veterinary Doctors
Time Given to MR (min)
Time given
(min)
Responses
0-5 3
5-10 29
10-15 11
15-20 12
Total 55
Inference
More than half of the sample population are willing to spend 5-10 min of their time with the Medical
Representatives.
20% of the doctors feel like spending 10-15 min of their schedule with th Medical Representive.
22% of the sample doctors give 15-20 min of their time with the Medical Representative.
Thus it is clear that the Medical representative has only 5-10 min to provide the information to the
doctor and persuade him to prescribe his product.

79
Attributes of the Sales Force Team Influencing the Prescription of their Brand
H : There is an association between Attributes of sales force team and the time given to MR by
the Doctors
H0 : Regularity of visits is More important than the Subject Knowledge for the docotrs for
prescription of a product
H1 : Subject Knowledge is More important than the Regularity of visits for the docotrs for
prescription of a product
Attribute/
Importance
Regularity
Soft
Skills
Ability to
Solve
Queries
Responsiveness
Subject
Knowledge
Appearance
Less
Important
2 15 13 15 2 25
Important 22 25 9 14 9 18
More
Important
17 16 32 21 27 16
Most
Important
19 4 6 10 22 1
Total 60 60 60 60 60 60

80
Attributes
Weighted Average
(South)
Weighted Average
(ROI)
Regularity 3.88 3.36
Soft Skills 3.15 3.23
Ability to Solve
Queries
3.52 3.31
Responsiveness 3.43 3.15
Subject Knowledge 4.15 3.78
Appearance 2.88 2.55

81
Inference
Subject Knowledge and Regularity in the visits are the most important attributes which doctors
percieve in the sales force. The doctors want their queries to be solved by the Medical Representative
based on his subject knowledge so that they can prescribe the products for the right indications.
Soft Skills and Responsiveness are the other attributes which the doctors feel important.
Appearance of the Medical Representative is not given much importance but the doctors expect them
atleast to be presentable during their visit.
When the data was corelated with the Time given for the MR/SR by the doctors, it was found out
that the responsiveness and the subject knowledge plays a very important role for the doctor to
prescribe the company’s product.
Thus to increase the prescription of the doctor for a particular brand by 1 unit of a particular
company, the company must increase the responsiveness of the MR/SR by 0.523% by increasing
their Subject Knowledge by 0.406% and their appearancce by 0.134%.
The doctors feel that the ability to solve the query should be decreased by 0.721%. This may be
because the MR/SR are not providing appropriate solution as they lack in Subject Knowledge. Also
the company should decrease the MR/SR visits to the doctors by 0.143%. This may be because the
doctors are not willing to give them time as they are visiting the poultry farms.
Subject Knowlede is more important than the Regularity of Visits for the Veterinary doctor for the
Prescription of a product.
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
95.0% Confidence
Interval for B
B Std. Error Beta
Lower
Bound
Upper
Bound
1
(Constant) 1.306 .717 1.820 .074 -.133 2.745
Regularity of MR/SR
Visit
-.143 .165 -.155 -.866 .391 -.474 .188
Soft Skills -.110 .249 -.116 -.442 .660 -.609 .389
Ability to solve Query -.721 .285 -.822 -2.528 .014 -1.292 -.149
Responsiveness .523 .251 .659 2.084 .042 .020 1.026
Subject Knowledge .406 .195 .375 2.085 .042 .015 .796
Appearance .134 .173 .138 .774 .442 -.213 .481
a. Dependent Variable: Time Given for MR/SR

82
Halquinol Prescribed
Halquinol Prescribed
Yes 10
No 50
Total 60
Inference:
As much as 17% of doctors have prescribed halquinol to their patients.
The rest 83% of doctors have not prescribed halquinol ever.
The doctors who have prescribed halquinol have prescribed it for once or twice only.

83
Perception about Superquinol Known
Superquinol better than
Halquinol
Yes 6
No 4
May Be 50
Total 60
Inference :
Superquinol is known to many of the doctors and they believe that it may be better than Halquinol.
They also believe that most of the side effects due to use of Halquinol are absent when Superquinol
is used.

84
Growth Promoters Prescribed
Growth Promoters
Prescribed
Yes 13
No 47
Total 60
Inference:
Not many of the doctors prescribe growth promoters.
The growth promoters that are prescribed are probiotics and yeast extract.
The Doctors prescribe a broad spectrum of antibiotics. Penecillin G and Oxytetracyclin is used most.
New molecules are being used as the causitive agents are becoming resistant.

85
Chapter 8
Suggestions And Recommendations
• The Market Potential for Halquinol is high. About half a million of birds (Final Consumers)
are reared in the South Region.
• The farmers believe in the Quality of the product. Hence the Quality of the product should be
the best. The price and availability of the product are the next important factors need to be
taken care.
• The farmers are ready to switch the brand of a product if they find high quality of brand
available in the market. Thus to avoid competition, the company should bring its best quality
product in the market.
• Distribution channels should be chosen wisely for the product to be made readily available.
• The Veterinary Doctors trust the Quality of the product. Even if the product is not patented
but has good quality, the doctors donot hesitate to prescribe it. Thhe is is mainly because the
cost of patented products is high and the poultry farmers cannot afford it.
• The Doctors want the Medical or Sales Representative to provide them with the latest
information and the products available in the market. This can be a good way of establishing
a brand by using the Sales force team.
• The Sales team should take less time of the doctors and hence should improve their attributes
like responsiveness and their ability to solve queries. This will help in creating a good
perception about the company in the mind of the doctors.
• Superquinol should be promoted using effective marketing/promotional strategies. The
Doctors know about Superquinol and they are ready to prescribe it. But the questions
regarding the product should be answered.

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