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INTAS PHARMACEUTICAL LIMITED
PRESENTATION ON
APPLICATION OF MARKETING STRATEGIES TO RE - LAUNCH THE PRODUCT
Submitted By:Jadav NiravAcademic Year 2007-09 Dept. Of Buss. Adm.,Bhavnagar University,Bhavnagar.
CONTENTS Company Profile
Glaucoma Disease
Brand Profile
Research Methodology
Data Analysis
Findings
Recommendations
Conclusion
References
COMPANY PROFILE Intas Pharmaceutical is one of the fastest
growing pharmaceutical companies in India and at the international level.
With expertise in a range of formulations, from tablets to injectables to newer drug delivery systems, Intas is currently ranked 17th among the Indian Pharma majors.
Pioneering efforts in providing medications for both chronic and acute medical conditions, has truly led Intas live up to its corporate line "Expressions for a Healthy Life".
Glaucoma is a group of eye diseases characterized by damage to the optic nerve usually due to excessively high intraocular pressure (IOP).
It can be difficult to detect until a significant amount of vision is lost.
Glaucoma is often referred to as the “silent thief”.
Intraocular pressure (IOP) is the level of fluid pressure inside your eye. This fluid helps your eye function normally.
GLAUCOMA DISEASE
BRAND PROFILETravoprost reduces the level of IOP to 25%
while Intaprost drops the IOP level at rate of 33%.
Maintaining the cold storage chain of the anti glaucoma drug has been removed in Intaprost.
With the use of Intaprost patients are more secured considering the health as compared to the other anti glaucoma drug.
RESEARCH METHODOLOGY
OBJECTIVEExploration of promotional areas:
To seek the marketing endeavors and promotional aspects by which the brand, named as Intaprost can be sustainable in the pharmaceutical market.
It is required to search out the factors affecting to the declination of the brand.
KEY LEARNINGSScientific comparatively study of market
which is shared by Intaprost and other drugs for Glaucoma disease.
Discover the reasons why Ophthalmologists are not prescribing the Intaprost.
Implement the promotional efforts that can pick the sales of Intaprost at top level.
RESEARCH DESIGNResearch Type
Exploratory
UniverseAhmedabad, Rajkot
Sample Size40
ElementsOphthalmologists
Sampling MethodConvenience
DATA COLLECTION
Primary Data
Secondary Data
Data Collection InstrumentQuestionnaire (closed-ended)
DATA ANALYSIS
QUESTION - 1
0
10
20
30
40
50
60
Percentage
No. of patients
Examination frequency of glaucoma patients for 1st time
Series1 57.5 22.5 12.5 7.5
< 10 10 to 20 20 to 30 30 to 50
QUESTION - 1
0
20
40
60
80
Percentage
no. of patients
Follow up examination frequency of glaucoma patients
Series1 62.5 20 15 2.5
< 10 10 to 20 20 to 30 30 to 50
QUESTION - 2
0 0 0
97.5
0 2.5 0 0 0 00102030405060708090100
Percentage
1 2 3 4 5 6
Molecule
First line treatment
QUESTION - 2
OPTION NO. TREATMENT NAME
1 Bimatoprost
2 Timolol
3 Latanoprost
4 Bimatoprost +Timolol
5 Dorzolamide+Timolol
QUESTION - 3
0.00%
20.00%
40.00%
60.00%
80.00%
Best Alternative
Series1 36.80% 63.20%
Bimatoprost Latanoprost
Q-4 The most important criteria which are been enumerated by ophthalmologists in prescribing the drug as 1st line treatment.
CRITERIA RANK NO. OF RESPONDENT
Price 2 17
Efficacy 1 28
Side Effect Profile & Tolerability
5 15
Patient Compliance
3 19
Availability 4 17
Patient Education Kit with free vial
6 30
QUESTION - 5
0
10
20
30
40
50
60
70
Percentage
timolol latanoprost dorzolamide+timolol brimonidine
Molecule
Bimatoprost as a replacement therapy
QUESTION - 5
Timolol Latanoprost Dorzolamide+Timolol
Brimonidine
30 62.5 2.5 5
It is comfortably seen from the graph that Latanoprost has pick percentage like 62.5% followed by Timolol with 30%. Thus, Bimatoprost can be employed by replacement of Latanoprost or Timolol.
QUESTION - 6
0102030405060708090
Percentage
timolol latanoprost dorzolamide+timolol brimonidine
Molecule
Bimatoprost as an add on therapy
QUESTION - 6
Timolol Latanoprost Dorzolamide+Timolol
Brimonidine
85 0 5 10
The graph lights that Bimatoprost can be added with Timolol as it contains the 85% of total elements.
QUESTION - 7
Alternative Selection
Bimatoprost85%
Travoprost15%
QUESTION - 8
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
yes no
Awareness about the brand
Q–9 Brand price is considered in prescribing Bimatoprost by Doctors.
Price Consideration
55%
45%
Yes No
QUESTION - 10
0
10
20
30
40
Percentage
Number of patients
No. of patients benefited by scheme
Series1 27.5 37.5 7.5 5.5 22
5 to 10 10 to 15 15 to 20 20 to 25 >30
QUESTION - 11
0%
20%
40%
60%
80%
Selection of brand under company's reputation
Series1 79% 21%
Yes No
QUESTION - 11COMPANY RANK RESPONDENT
ALLERGAN 1 22
CIPLA 4 13
SUN PHARMA 3 13
INTAS OPTIMA 5 11
FDC 2 13
AJANTA 6 18
MICRO LABS 7 18
QUESTION - 12
0%
10%
20%
30%
40%
50%
60%
Importance of price/drop in ant-iglaucoma segment
Series1 5% 52.50% 27.50% 15%
Least Important Important More important Very Important
QUESTION - 13
0.00%
20.00%
40.00%
60.00%
80.00%
Importance of clinical starter pack
Series1 17.90% 74.30% 5.30% 2.50%
least important important more important very important
Q-14 Selection of important aspects for prescription.
01020304050607080
Percentage
Criterion selection which enhances the prescription
Series1 76.9 5.1 12.8 0 5.2
option 1 option 2 option 3 option 4 option 5
QUESTION - 14
OPTION OPTION NO
Reduction in price 1
Company’s reputation 2
Patient Benefit in terms of free vial
3
Better Communication of Medical Representative
4
Others 5
Ophthalmologists are practicing with the examination of <10 patients per month at the rate of 62.5%.
With this frequency of patients, the doctors are suggesting 1st line treatment to the glaucoma people is found out as Timolol.
Latanoprost is better alternative comparing with the Bimatoprost. Thing goes opposite, when we are comparing Bimatoprost and Travoprost.
Bimatoprost as a replacement therapy, is been prescribed from Latanoprost. While Bimatoprost as an add on therapy, is been prescribed from Timolol.
FINDINGS
FINDINGSEfficacy (% IOP) drop, price and patient
compliance are most usable cluster by the perception of ophthalmologists.
Most of the universe of our research is not aware about the brand.
We must concentrate out mind set for settling down the price of Intaprost to the range of 200-250, because 55 ophthalmologists are not happy with the price of the brand.
Price/drop has been given more weight as compared to the clinical starter pack. And Reduction in price is pushed up 1st rank area.
Numbers of patients are more that would be enhanced by the scheme given to doctors.
The ophthalmologists, who have said that the company’s reputation is one of criterion for prescribing the drug, had ranked INTAS OPTIMA as 5.
FINDINGS
RECOMMENDATIONS
Price reduction is 1st suggestion in order to reach the level of expectations of doctors.
Lack of awareness about the brand is found out as the second reason of collapsing the brand. Thus, the marketing efforts should be placed as scientific communication with medical representative and advertisements by documentation.
RECOMMENDATIONS
The free vial scheme from the company can be heavy factor in the re-positioning of the brand.
Promotional marketing endeavors should be carried out for transforming the mindset of doctors for the company’s reputation because INTAS OPTIMA ranked lower comparing with the other company.
CONCLUSION Price reduction as per expectations of
ophthalmologists
The scientific communication with ophthalmologists
Advertisement through commercial documents
Strategies for raising the reputation of company
Gifts schemes
REFERENCE URLS:
http://www.eyequestions.com/glaucoma.htm http://www.ijo.in/article.asp?issn=0301-
4738;year=1985;volume=33;issue=1;spage=15;epage=17;aulast=Mehta#top
http://amardeepeye.com/general-04.htm http://investing.businessweek.com/research/stocks/
private/snapshot.asp?privcapId=140965 http://www.naukri.com/gpw/intaspharma/index.htm http://corp.naukri.com/mynaukri/mn_newsmartsearch.php?
xz=7_0_5&qc=1762&tem=intaspharma
BOOKS: Kotler Philip, “Marketing Management”, Kindersley Pvt. Ltd., Pearson
Education, New Delhi, 2007, 12th Edition. Kothari C R., “Reasearch Methodology – Methods and Techniques”, Wishwa
Prakashan, 2nd Edition.
THANKYOUUU!!