Business Policy & Strategy Management

Sanjeev Kumar 012015

Swapnil Rathore 012025

Mayur Gupta 012018

Philomen Prem 012010

Jayesh Raut 012023

Rahul Pawar 012003

Pawan Sharma 012035

Abhishek Ayarkar 012031

Khandu Chaudhari 012040

FDC Ltd

Freedom of choice- Wide spectrum of Therapeutic segments to choose from.

Dedication to serve- Highest quality standards with latest technology at affordable prices.

Care for all- Always committed towards better healthcare solutions.

FDC is a people oriented organization dedicated to innovate, manufacture and market high-quality healthcare products that enhance the quality of human life all over the globe, and in turn, increase shareholder's value.

MISSION

VISIONExpanding Health Horizons...

OBJECTIVERedefining essence of purity, efficacy and convenience through innovation

CORE VALUES

Synergy The whole organization working as a team is stronger than the sum of its parts.Trust An organization built on trust is a better place to work in and is more likely to produce result in the long run.Competitiveness Desire to perform better than competitors by challenging oneself to attain new heights.

Openness Willingness to share information and discuss differences within the organization.Integrity Always speak the truth, fulfill expectations and keep promises.Discipline Adherence to prescribed regulations, proper conduct and action maintained by correction and training.Creativity Thinking of new ideas and new ways to add value to our organization.Quest for excellence Desire to be the best and be recognized as 'the best'.

Ranbaxy Laboratory Ltd

MISSIONEnriching lives globally, with quality and affordable pharmaceuticals…

CORE VALUESAchieving customer satisfaction is fundamental to our businessProvide products and services of the highest qualityPractice dignity and equity in relationships and provide opportunities for our people to realize their full potentialEnsure profitable growth and enhance wealth of the shareholdersFoster mutually beneficial relations with all our business partnersManage our operations with high concern for safety and environmentBe a responsible corporate citizen

OBJECTIVE Is to provide trusted medicines that help people lead healthier lives.

Category - Analgesic Gel (pain killer gel)Price- 46/30gm₹Competitors: - Volini & Volitra Gel from Ranbaxy, Omini Gel from Cipla

FDC LtdArflur-D-Gel

BCG Matrix:-

Arflur-D-Gel comes in the category of Question-Mark product.As it’s market share is relatively low and growth rate is high.

Ranbaxy Laboratory LtdVOLINI-Gel

Category - Analgesic Gel (pain killer gel)Price- 80/30gm₹Competitors: - Omni Gel from Cipla

BCG Matrix:-

Volini-Gel comes in the category of Star product.As it’s market share is relatively high and growth rate is also high.

Porter 5’Forces:-

Risk of entry by potential competitors:-As the market is very huge and high growth rate is there in this segment so core competitors can come into this field. Profit rate is also high so it may become the main reason to enter this segment.

Bargaining power of suppliers:-As the main molecule for this product is diclofenac sodium so there are many supplier of this molecule so there is no bargaining by suppliers, because lots of suppliers are there in market.

Bargaining power of Buyers:-Many brands are present in the market for the customer to buy and use, that’s why buyers have the power to bargain. They have a lot of choice for the product.

Threats of substitute:-Due to majority of available brands in the market chemist substitute this brand with others, e.g. with Volini, Omini, Move, Fast Relief etc.One of the main reasons for substitution of this brand is Direct Advertisement and chemist got a good margin on these brands.

Intensity of rivalry among established firms of Arflur-D-GelAs there are too much established brands in this field from competitors so ARFLUR-D-Gel, to capture the market share it is giving deal to the chemist, incentive scheme to sales force, compliments to the Doctors.One biggest advantage is that, its MRP is still low as compared to competitors.

Intensity of rivalry among established firms of Volini-Gel

As there are too much established brands in this field from competitors so Volini-Gel, to capture the more market share it is coming with line extension of this brand e.g. Volini Spray, Volini Active Gel Volitra–Gel.

Ansoff Model:- Arflur-D-Gel

As analgesic gel is the older market but Arflur-D-Gel is just came 3years back. Hence it comes in product development section.Market is present but the product is new. So there is more need of marketing of this product.

As analgesic gel is the older market and Volini-Gel is also older brand. Hence it comes in product Penetration section.

Ansoff Model:- Volini-Gel

GE Matrix:- Arflur-D-Gel

Market attractiveness is high for Arflur-D-Gel and competitive strength is medium, so this brand needs investment to grow.

GE Matrix:- Volini-Gel

Market attractiveness is high for Volini-Gel and competitive strength is high, so this brand needs investment to grow.

Porter’s Generic Value Chain

FDC Limited

• With a modest beginning in 1936 - marketing

vitamins and a range of prescription formulations -

FDC set up its first formulations manufacturing

facility in 1949.

• This shows that FDC follows Backward Integration.

RANBAXY

• Ranbaxy started as a Distributor in 1937• In 1951, Ranbaxy started manufacturing with

Italian Company Lepitit.• It shows its backward Integration.