The document discusses a study on sales promotion strategies for a pharmaceutical company called Ikon Remedies Pvt Ltd. It aims to understand how pharmaceutical companies launch products and promote them. The objectives are to effectively target doctors, hospitals and pharmacies and understand the role of sales representatives. It also provides background on the large and growing Indian pharmaceutical industry and lists the top publicly listed companies.

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 “STUDY OF SALES
PROMOTION FOR IKON
REMEDIES PVT LTD”

2. EXECUTIVE SUMMARY
Objectives of study
 To understand how pharmaceutical company launch
their product.
 To know what promotional strategies are used by
pharmaceutical companies to sell their products in the
market.
 To Effectively target potential doctors, hospitals and
pharmacies in PCMC area.
 To understand what is the role played by sales
representatives in this regard.
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3. INDUSTRY PROFILE
 The pharmaceutical industry in India is the world’s third
largest in terms of volume & stands Ist in terms of value.
 The total turnover between 2008 and September 2009
was US 21.04 billion dollar.
 Major pharmaceutical hubs in India are Mumbai,
Hyderabad & Ahmadabad.
 The domestic market is worth US 12.26 billion dollar as
of 2012 & is expected to reach US 49 Billion dollar by
2020.
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4. .
Top 10 publicly listed pharmaceutical companies in India by
market capitalization as of July 2015-
1. Sun pharmaceuticals.
2. Lupin ltd.
3. Dr. reddy’s laboratories.
4. Cipla.
5. Aurbindo pharma.
6. Cadila healthcare.
7. Glenmark pharmaceuticals.
8. Glaxosmithkline pharmaceuticals ltd.
9. Divis laboratories.
10. Torrent pharmaceuticals.
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5. COMPANY PROFILE
“We feel pride that God has given us the
opportunity to play an important role in
ensuring the healthier life of millions.”
The company has huge range of formulation about 600+
products covering therapeutic segments like - Urology
Care, Neuro-Care, Physicians, General Practitioners,
Psychiatric Care, ENT Care, Dental Care, Surgical Care,
Orthopedics Care, Gynac Care, Pediatric Care, Cardio
Diabetic, Derma, Ophthalmic Care, among others.
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6. .
VISION & MISSION
 “Our Vision is to be a leading pharmaceutical company
by providing high quality, affordable and innovative
solutions in medicine.”
 Our mission is to discover, develop and successfully
market the pharmaceutical products to prevent,
diagnose, alleviate and cure diseases.
 Our entire efforts are towards providing total customer
satisfaction through excellence in technology and
services.
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7. PROJECT OVERVIEW
 Pharmaceutical marketing and promotion are an
important component of educating an informing
consumers and health care professionals about new
treatments.
 Direct-to-consumer (DTC) advertisements aim to inform
patients of important treatment option, while
pharmaceutical sales representatives work to get
accurate, up to date information’s of medicines to health
care professionals.
 Doctor-directed promotion methods
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9. Promoted drugs-
 Ultrasoft- milk protein, vitamin A & E,
glycerin, Aloe Vera, lanolin, coconut oil
 Zenworm- Albendazole suspension.
 Zincomax- Multivitamins &
multiminerals drop.
 Picozide- sodium picosulfate, liquid
paraffin, milk of magnesia suspension.
 Tricodex & tricodex A etc…
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10. RESEARCH
METHODOLOGY
 Exploratory research
 Research design-
Nature of data- Primary research
Secondary research
Data collection-
• Primary data- Sample size: 100 sample
Area: PCMC region Pune
Sample unit: Medical practitioners of PCMC region.
 Secondary data- Articles, Reports, Journals, Internet,
Company documents.
 Sampling technique:
Non-probable sampling technique
Judgmental sampling.
Data analysis-
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11. 1. For how many years you are practicing as a medical
practitioner (doctor) ?
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12. 2. Do you agree that India’s pharmaceutical industry is
one of the fastest growing segment of the Indian
economy?
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13. 3. Do you agree that the marketing strategy of the
pharmaceutical industry should be different from the
marketing strategy in non-pharmaceutical segment?
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14. 4. Do you agree that institutional selling is quite
prevalent when it comes to pharmaceutical market in
India?
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15. 5. Do you agree that the pharmaceutical companies need to
use innovative & better promotional measures for selling
their products?
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16. 6. Do the pharmaceutical companies offer their gifts to
the doctors to influence their prescription in favor of
their company medicines?
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17. 7. Out of the following which one is more correct when
it comes to the promotional strategy of pharmaceutical
companies in the view of the doctors?
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18. 8. Do you agree that unethical standards exist in the
promotion of pharmaceutical products in India ?
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19. 9. Your recommendation to the industry and
government regarding the promotional strategy of the
pharmaceutical companies? You can choose more than
one option.
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20. 10. Do you think that the entry of multinational is a
major challenge to the domestic players in the
pharmaceutical market and are they ready to face the
challenges of the foreign players ?
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21. 11. Do You Think That These Non-Conventional
Marketing Methods Are Effective Methods Of Pharma
Marketing In The Present Age?
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22. 12. What type of marketing strategy does you as more
profitable ?
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23. 13. What do you think is the major challenge from the
marketing point of view for the pharmaceutical
industry is India?
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24. 14. Are you aware that the pharmaceutical companies
in India are shifting their focus from conventional
method of marketing to non-conventional method of
marketing ?
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25. 15. Major weakness of the pharmaceutical industry’s
marketing strategy ?
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26. Findings & observations-
 36% doctors have experience of 5-10 years where as there are only 20% with
more than 10 years experience.
 43% doctors agree and 37% strongly agree that the pharmaceutical companies in
India are the fastest growing segment of Indian economy.
 50% doctors agree and 32% strongly agree that the marketing strategy in
pharmaceutical industry should be different from the marketing strategy in non
pharmaceutical segment.
 44% doctors agree & 30% strongly agree that institutional selling is quite prevalent
when it comes to pharmaceutical market in India.
 60% doctors & 37% strongly agree that the pharmaceutical companies need to
use innovative & better promotional measures for selling their products.
 95% doctors says yes that pharmaceutical companies offer their gifts to the
doctors to influence their prescription in favo.r of their company medicines
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27. Continued…
 60% of doctors suggest that the pharmaceutical Company’s aim to persuade the
doctors to purchase is one of the best promotional strategies of pharmaceutical
products.
 52% doctors believe that promotion in pharmaceutical product carry unethical
standards.
 54% doctors believe that the entry of multinational companies is not a threat to
the existing domestic players in the pharmaceutical market.
 86% doctors say, yes that they are aware that the pharmaceutical companies in
India are shifting their focus from conventional method of marketing to non-
conventional method of marketing.
 47% doctors say that B2C marketing strategy is more profitable as compare to
B2B marketing strategy.
 54% doctors says no and 36% says yes that These Non-Conventional
Marketing Methods Are Effective Methods Of Pharma Marketing In The Present
Age.
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28. Suggestions-
 Pharmaceutical companies should take measure to improve the
transparency of their marketing activities & implement, improve & monitor
legislation.
 Nonconventional methods are very effective methods of pharmaceutical
marketing so the company should follow / adopt this marketing strategy.
 B2C marketing strategy is more profitable for pharmaceutical industry so a
company must follow B2C strategy.
 R & D is the major weakness of pharmaceutical industries marketing
strategy so the industries should improvise their R & D.
 Unethical standard in the promotional activities of pharmaceutical product
should be abolished.
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29. Conclusion-
 Promotional strategies of pharmaceutical company
are mostly focused towards the doctors that mean
the sales directly depend upon the doctors.
 The promotional strategies of the pharmaceutical
industries are different from other sectors because
the end consumers are patients but pharmaceutical
industries focus on doctors.
 Brand image in the pharmaceutical industry matters
a lot as it is very much responsible for the sales of
company.
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30. Thank You