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Here is project report on Antiinfective product(Povidone Iodine ) in India.
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A Project report
At
Lincoln Pharmaceuticals Ltd
In partial fulfillment of the requirements for the award of the degree of
Post graduate diploma in management
By
Sanjitkumar Vaghel
Student ID:030301006
PGDM:2011-13
Preface
This report comprises of projects.
The report is submitted as a part of Summer internship project done at Lincoln Pharmaceutiacals
Ltd from 14th
May2012 to 14th
July2012. The work is undertaken under the direction of project
guide Mr.Gaurav Dixit(Product executive) and faculty guide Prof.Rajendra Dagia,Unitedworld
School of Business,Ahmedabad.
It starts with the introduction to Lincoln Pharmaceuticals Ltd followed by the projects. A
comprehensive market research and analysis has been done for the project and recommendations
are given towards the end.
Acknowledgement
It is very great opportunity to prepare a report on market survey of Povidone-Iodine(anti-
infective).Such type of report cannot be made without any guidance and motivation.
I take this opportunity to express my gratitude to the people who have been instrumental in the
successful completion of this project. I take immense pleasure in thanking Mr.Rajendra
Dagia(Prof.-Unitedworld schppl of business) for having permitted me to carry out this
project work, for being a source of inspiration and for his timely guidance in the conduct of my
project work. He inspired me greatly to work in this project. His willingness to motivate us
contributed tremendously to my project. Internship is like a practical training. In this we have to
do practical work. I wish to express my deep sense of gratitude to my company Guide
Mr.Gaurav Dixit (Product Executive - Lincoln Pharmaceuticals Ltd) for his able guidance and
useful suggestions, which helped me in completing the project, works in time. I am very thankful
to Mr.Harit Kajiwala (Lincoln Pharmaceuticals Ltd.) also for his support.
I am indebted to all doctors for their invaluable time without which this work would not have
been possible.
Specially I take this opportunity to acknowledge Mr,Himanshu Vaidya(Director-
Unitedworld School of Business,Ahmedabad) for being a mentor and inspiration for me.
Lastly, I would like to thank to all those who had helped me directly or indirectly in completing
this project successfully. I am grateful for their constant support and help.
Intern Declaration
I hereby declare that projects titled are original pieces of research work carried out by me under
the guidance and supervision of project guide Mr.Gaurav Dixit and faculty guide Mr.Rajendra
Dagia.The information has been collected from genuine and authentic sources. The work has
been submitted in partial fulfillment of the requirement of Post graduate diploma in management
to Unitedworld School of Business,Ahmedabad.
Sanjitkumar Vaghel Prof.Rajendra Dagia
Faculty Guide
Certificate of work
This is to certify that report entitled,
Study of history in brief of Povidone-iodine as an anti-infective.
Marketing Practice in Pharmaceutical Industry.
Submitted by Sanjitkumar Vaghel,student ID No:030301006,Unitedworld School of Business,
Ahmedabad, for the fulfillment of the course Post graduate diploma in management of the
institute embodies original work done by him under my supervision.
Date: Project Guide
INDEX
List of contents
Sr.No. Particular Page No
1 Introduction 1
2 Industry analysis 4
3 About pharma industry in world 5
4 About Indian Pharma industry 6
5 Company detail 9
6 Internship project detail 19
7 Title of project 20
8 Objective -1( Povidone-iodine) 21
9 Literature review 22
10 Data analysis & Findings 27
11 Conclusion & Recommendation 41
12 Objective-2(Role of PMT) 42
13 Objective -3(Promotional tools) 47
14 Objective-4(Design of campaign) 52
15 Bibliography 53
16 Annexures 54
17 Reflective note 58
List of Figures
Sr.No. Particulars Page No. 1.1 Porter’s five forces model 4
1.2 Oxidation of respiratory enzymes 24
1.3 gender wise distribution 27
1.4 Age wise distribution 28
1.5 Patients per day 29
1.6 Prescribe or dispense 30
1.7 D/P Ratio 31
1.8 Frequently used dosage form 32
1.9 Ideal brand 33
1.10 Most important factors for prescription 34
1.11 Problem with current antiseptic 35
1.12 Distribution channel 46
List of Tables
Sr.No. Particulars Page No. 1.1 List of top ten pharmaceutical companies in world 5
1.2 Gender wise frequency distribution 27
1.3 Age wise distribution 28
1.4 Patients per day 29
1.5 Prescribe or dispense 30
1.6 Dispense/prescribe ration 31
1.7 Ideal brand 33
1.8 important factor response 34
1.9 Problem with current antiseptic 35
1.10 Correlation 36
1.11 Org data 37
1.12 Competitors brand 37
1.13 Product portfolio of Betadine 38
1.14 Wokadine product list 39
1.15 Product range of Drez 40
INTRODUCTION
Pharmaceutical Industry
The main aim of pharmaceutical Industry is to develop research and distribute drugs in order to
provide health care for the people in the society. The Pharmaceutical Industry like
other industries is subjected to follow certain rules and regulations. The Pharmaceutical Industry
needs to follow rules about patent, marketing as well as testing of drugs that are scheduled to
come to the market as medicines. Since the inauguration of the Pharmaceutical Industry in the
19th century, it has covered along way and now it has become one of the most influential and
successful industry in the world with both controversy and praise on its part. Pharmaceutical
Industry is very much dependent upon the developments and discoveries that are made to search
new types of drugs and also to search for new kind of medicines. One can also see differences
within the industry regarding the same drug or report and different companies within the
Pharmaceutical Industry look to follow different paths for the same thing.
Drug Discovery and Drug Innovation are two very aspects in the Pharmaceutical
Industry:
Drug Discovery: It is a process through which potential drugs are designed or discovered.
It has been observed in the past that most of the drugs were invented by means
of isolating the active component from remedies which are traditional in nature or
through another kind of discovery known as serendipitous discovery.
Drug development: This process is taken forward after the discovery is done and a
thing is identified as a potential drug. The development takes place immediately after that
as the component is turned into a medicine. So this is also considered as a very important
process and has great importance in the Pharmaceutical Industry.
Strategic issues facing the industry:
The strategic issues shaping the modern pharmaceutical industry are:
Industry consolidation: Merger activity has been intense within the industry in the last
decade. Analysts believe that three firms; GlaxoSmithKline, Bristol-Myers Squibb and
Merck are likely candidates to be directly involved in the next round of industry consolidation.
Eli Lilly and AstraZeneca would make the best partners for GlaxoSmithKline, combining the
latter's commercialization strengths with a partner's valuable portfolio and pipeline. A merger
with Merck and Johnson may provide a complementary portfolio and a short-term revenue boost,
but the long term consequences of such a deal would be a cause of concern if pursued due to the
monopolistic consequences such a merger could have.
Science and Innovation: Over the last decade the knowledgebase of the pharmaceutical
sciences has changed dramatically and continues to change at a fairly high rate. As new
technologies and bodies of scientific knowledge emerge, whole new sets of opportunities and
threats are being introduced. Breakthroughs in science, innovation and technology continue to
create novel opportunities for new products and processes. This has increased the pace of the
industry and major players must keep up with changes else become vulnerable.
Increased Competition: A major issue facing the industry is the intense competition and
changing face of the pharmaceutical market. The industry has seen a legion of new market
entrants, increased competition among key players and industry consolidation. A host of large-
scale mergers and acquisitions have taken place over the last two decades. Competitive
advantage within the industry is being constantly redefined and to maintain their presence, key
industry players are being forced to revamp their organizational structure, overcome huge
barriers in R&D, clinical trials and marketing, simply to ensure continuity and maintain
profitability.
Changing Consumer Profile: The profile of the pharmaceutical consumer has changed.
Consumers are now better informed and there are expectations on the industry to show that
their products deliver better health and greater economic value. Also, in previous decades
governments were either the sole or major purchasers of pharmaceutical products but the current
trend shows that healthcare costs are being constantly being shifted away from the government,
which acted as the traditional social purchaser, over to health insurance companies and common
individuals. The increasing price sensitivity of the common consumer and financial muscle
of healthcare agencies and health insurance companies is forcing firms in the industry to
cut product prices thereby reducing margins. In the future, as government shifts more healthcare
costs to the end consumer, consumers will increasingly pay more for access to healthcare and
medicines and this will further increase their price sensitivity.
Ageing Population: Due to ageing global populations there is external pressure on the
industry to reduce the price and long-term dependence on pharmaceuticals. This, in addition to
the market requirement for the industry to improve current new medicines and lower product
costs is increases the pressures on industry to aggressively reduce its cost base without
compromising gross spend on research and development which most firms require to maintain
competitiveness.
Changing Geo-political environment: A political environment worldwide has become a
major force. Due to the socio-political consequences of healthcare and medicines,
the pharmaceutical industry is facing increasing political pressure to reduce prices and control
costs. In certain geo-political areas, particularly in developing economies, government are
increasing pressure on pharmaceutical firms to act in the social interest and this is likely to
intensify in the future. Examples are issues around AIDS in Africa. African government's
policies are becoming increasingly stringent with regards to the conduct of pharmaceutical firms.
Decreasing Consumer Influence: A unique feature of the pharmaceutical market is that the
final consumer has little or no say in the choice of medicines and treatments. Medical doctors,
general practitioners and pharmacists usually act as agents of the final consumer and they are
largely responsible for the consumer’s purchasing decisions. As a result of this pharmaceutical
companies direct a sizeable proportion of their marketing efforts at these agents. With the advent
of the internet, consumer enlightenment has the capacity to erode the influence of the medical
agents as consumers have easier access to medical information and treatments.
Structural Industry Analysis
(Porter’s Five Forces) This section provides a summary positional analysis of the pharmaceutical industry using
Porter’s five forces model.
Figure1.1 Porter’s five forces model
Barriers to entry: High (Pharmaceuticals). Cost of R&D and patent limitations
Industry competition: High. Advantages gained by first mover (patents)
Supplier Power: Low
Buyer Power: Low
Threat of substitutes: Low with patents
Medium (After patent expiry)
Pharmaceutical industry trend-Global scenario
If present industry overview is taken into consideration then the global pharmaceutical market in
2010 was projected to grow 4 - 6% exceeding $825 billion. The global pharmaceutical market
sales are expected to grow at a 4 - 7% compound annual growth rate (CAGR) through2013. This
industry growth is driven by stronger near-term growth in the US market and is based on the
global macro economy, the changing combination of innovative and mature products apart from
the rising influence of healthcare access and funding on market demand. Global pharmaceutical
market value is expected to expand to $975+ billion by 2013. Different regions of the world will
influence the pharmaceutical industry trends in different ways. The pharmaceutical industry is
characterized by a high level of concentration with fifteen multinational companies dominating
the industry.
Here is the list of top ten Pharmaceutical companies’ based on 2011 revenues, in millions.
Sr.no Company name Revenue $ (in millions)
1 Pfizer 67425
2 Johnson& Johnson 65030
3 Novartis 59375
4 Merck & co 48047
5 Sanofi 45510
6 Glaxosmithkline 42562
7 Abbott Laboratories 38851
8 Astrazeneca 33591
9 Eli Lilly &co. 24286
10 Bristol-Myers Squibb 21244
Table1.1 List of top ten pharmaceutical companies in world
Indian Pharmaceutical Industry
Indian Pharmaceutical Industry currently tops the chart amongst India 's science-based industries
with wide ranging capabilities in the complex field of drug manufacture and technology. The
Indian Pharmaceutical Industry ranks very high amongst all third world countries, in terms of
technology, quality and the vast range of medicines that are manufactured.
The Pharmaceutical industry has grown from mere US$ 0.3 billion turnover in 1980 to about
US$ 21.73 billion in 2009-10. The country now ranks 3 rd in terms of volume of production (10
per cent of global share) an 14 th largest by value (1.5 per cent of global share). One reason for
lower value share is the lowest cost of drugs in India ranging from 5 per cent to 50 per cent less
as compared to developed countries. Indian pharmaceutical industry growth has been fuelled by
exports and its products are exported to a large number of countries with a sizeable share in the
advanced regulated markets of the US and Western Europe .
Many Indian companies maintain highest standards in Purity, Stability and International Safety,
Health and Environmental (SHE) protection in production and supply of bulk drugs even to some
innovator companies. This speaks of the high quality standards maintained by a large number of
Indian Pharma companies as these bulk actives are used by the buyer companies in manufacture
of dosage forms which are again subjected to stringent assessment by various regulatory
authorities in the importing countries. More of Indian companies are now seeking regulatory
approvals in USA in specialized segments like Anti-infective, Cardiovascular, CNS group.
Along with Brazil & PR China, India has carved a niche for itself by being a top generic Pharma
player.
Increasing number of Indian pharmaceutical companies have been getting international
regulatory approvals for their plants from agencies like USFDA (USA), MHRA (UK), TGA
(Australia), MCC (South Africa), Health Canada etc. India has the largest number of USFDA-
approved plants for generic manufacture. Considering that the pharmaceutical industry involves
sophisticated technology and stringent "Good Manufacturing Practice (GMP) requirements,
major share of Indian Pharma exports going to highly developed western countries bears
testimony to not only the excellent quality of Indian pharmaceuticals but also its price
competitiveness. More than 50 per cent share of exports is by way of dosage forms. Indian
companies are now seeking more Abbreviated New Drug Approvals (ANDAs) in USA in
specialized segments like anti-infective, cardio vascular and central nervous system groups.
Key strength of Pharma sector
Low cost of innovation/Manufacturing/expenditure to run a Cgmp compliance facility
Low cost scientific pool on shop floor leading to high quality documentation.
Proven track record in design of high tech manufacturing facilities.
Excellent regulatory compliance capabilities for operating these assets.
About 95% of the domestic requirement being met through domestic production.
India is regarded as a high quality and skilled producer in the world.
The country has the distinction of providing quality healthcare at affordable prices.
Research and Development
In no other Industry segment innovative R&D is as critical as in Pharma industry. Here, the New
Drug Discovery Research(NDDR) has to keep pace with the Emerging pattern of disease as well
as responses in managing existing disease where target organisms are becoming resistant to
existing drugs. The NDDR is also an expensive activity. It is encouraging to observe that at least
10 Indian companies are into new drug discovery in the areas of infections, metabolic disorders
like diabetes, inflammation, respiratory, obesity & cancer. Most of these companies have
increased their R&D spending to over 5 per cent of their respective sales turnovers. There is
notable success from some Indian companies in out licensing new molecules in the asthma and
diabetes segments to foreign companies. Introduction of product patent for Pharmaceuticals is an
important feature for Indian Pharma R&D scenario. This has boosted the confidence of MNC
Pharma companies in India where a number of western Pharma companies have already R&D
collaborations with Indian Pharma companies in the field of NDDR. Some Indian companies
have also got US-FDA approvals for their new molecules as Innovative New Drugs(IND).
Western Pharma companies have recognized the attractiveness of India as a R&D outsourcing
destination due to low cost scientific manpower, excellent infrastructure, top quality with
capability to conduct modern research under GLP,GCP guidelines. Many of them have set up
independent R&D centers in India.
Contract Manufacturing
Many global pharmaceutical majors are looking to outsource manufacturing from Indian
companies , which enjoy much lower costs than their western counterparts. Many Indian
companies have made their plants cGMP compliant and India is also having the largest number
of USFDA-approved plants outside USA. Indian companies are proving to be better at
developing Active Pharmaceutical Ingredients (APIs) than their competitors from target markets
and that too with non-infringing processes. Indian drugs are either entering in to strategic
alliances with large generic companies in the world of off-patent molecules or entering in to
contract manufacturing agreements with innovator companies for supplying complex under-
patent molecules.
Some of the companies like Dishman Pharma, Divis Labs and Matrix Labs have been
undertaking contract jobs for MNCs in the US and Europe. Even Shasun chemicals, Strides
Arcolabs, Jubilant Organosys, Orchid Pharmaceuticals and many other large Indian companies
started undertaking contract manufacturing of APIs as part of their additional revenue stream.
Top MNCs like Pfizer, Merck, GSK, Sanofi Aventis, Novartis, Teva etc are largely depending
on Indian companies for many of their APIs and intermediates.
Major Pharmaceutical Public Sector Undertakings
There are five public sector companies in Pharmaceutical Industry.
These are as follows:
1. Indian Drugs & Pharmaceuticals Limited(IDPL)
2. Hindustan Antibiotics Limited(HAL)
3. Bengal Chemicals & Pharmaceuticals Limited(BCPL)
4. Rajasthan Drugs & Pharmaceuticals Limited(RDPL)
5. Karnataka Antibiotics & Pharmaceuticals Limited(KAPL)
Major Pharmaceuticals Industries in India
1. Ranbaxy
2. Dr.Reddy’s Laboratories
3. Cipla
4. Sun Pharma Industries
5. Lupin Labs
6. Aurobindo Pharma
7. Glaxo Smith Kline Pharma(GSK)
8. Cadila Healthcare
9. Aventis Pharma
10. Ipca Laboratories
Company Profile
Lincoln Pharmaceuticals Limited
Profile
Today, Lincoln Pharmaceutical Ltd. is a Public Limited Company with a large shareholder base
including members of the medical fraternity. It has its own manufacturing facilities, covering all
the major dosage forms, like Tablets, Capsules, Injectables, Syrups, Ointments, etc. Its present
manufacturing activities are located near Ahmedabad. The plant spreads across 30,000 sq. mtrs.
With beautiful landscaping surrounding it. There are three different buildings for Tablets,
Capsules and Injectables and also a separate building for Quality Control. An ultramodern
laboratory with state of the art equipments ensures in-house quality assurance of each of the
products.The products are designed for all therapeutic segments with a special emphasis on
Gynecological and Orthopedic specialties. Manufacturing facilities at Lincoln Pharmaceuticals
are in accordance with WHO-GMP standards. Also, Lincoln Pharmaceutical Ltd. is accredited
with GMP and ISO 9002 certification. Lincoln Pharmaceuticals Limited is amongst the top
world class quality oriented pharmaceutical producers, manufacturing and marketing various
therapeutic molecules under WHO-GMP guidelines. Lincoln Pharmaceuticals Limited has
pledged to serve the Health care segments, by providing Quality Pharmaceuticals at affordable
prices.
Mission: Through perfect and persistent strategies, Lincoln Pharmaceuticals wishes to
translate into reality its mission
To extend a helping hand to the medical fraternity in their noble cause of treating
the masses at an affordable cost.
To make "Healthcare for All" a reality through humble contribution of world
class yet affordable Pharma products.
Vision: To stimulate a globalized effort to find cures of diseases through concentrated
Research and Development, by strategic alliance both in India and Abroad.
Board of Directors
The Lincoln team comprises dedicated professionals at various levels.
Mr. Kishor M. Shah (Chairman)
Based at Nairobi, he takes care of the sales and distribution network in African countries. He also
manages international liaison Joint Ventures and helps in enhancing the global presence and
positioning.
Mr. Mahendra G. Patel (B.A, LLB)
Chairman and Managing Director of the company, he has a varied experience with chemicals,
steel, finance etc.. He handles corporate planning strategies, policies, corporate finance etc.
Mr. Rajani G. Patel (B. Pharma)
He is the Joint Managing Director and a young entrepreneur in setting up this company. He has
25 years of experience in the pharmaceutical industry and looks after the manufacturing and
marketing.
Mr. Hasmukh I. Patel (B.Sc.)
He is a full time Director, managing the entire gamut of domestic marketing as well as the entire
sales distribution system of the company.
Mr. Arvind G. Patel (B.E.)
A Director, looking after the export business of the company
Key Members
Name Department
Mr.Amit Dwivedi Marketing
Mr. K P Sompura Finance
Mr. Mahesh Patel Plant
Dr. Shantanu Gosh R&D
Mr.Sandip Bhatt HRD
Mr. Vijay Javia Export
Mr.Dhaval Gandhi IT
Mr. Anand Patel Purchase
Mrs. Nidhi M Patel GM Creative
Plant
The manufacturing plant is located in the pleasing surroundings of 30000 sq. yard land with a
garden providing ideal environmental conditions. The total carpet area of the plant is 3750 sq.m.
This is divided into various sections for tablet and capsule manufacturing facilities. Every section
has adequate space for current operations and provisions for future growth. A separate building
housing Administration, Quality Control Laboratory and Quality Assurance section measures
452sq.m.
The units are built with utmost care and foresight from the design stage itself to minimize
chances of cross contamination. The plant has a "U" shaped corridor to ease the internal
movement of both- men and material. There are internal sectional corridors leading to the
processing areas. Processing areas are separated from corridors through suitable airlocks and
pressure differentials. The same level of separation and care for avoiding contamination exists
forpackagingalso.
There are suitable sized stores and quarantines to receive quarantine and store various materials
and finished products. The stores are manned by professionals to manage them rightly.
The Khatraj units are dedicated to non beta lactam production. There is a separate area for
antituberculars(specificallyRifampicin).
Being a people driven Company, Lincoln Pharma puts highest emphasis on personal
development of human skills, marketing techniques, and safety standards for its work force.
They are committed to their responsibilities towards the environment, share holder family and
society at large.
Location of Plant:
The Plant is situated 20 kms away from the Ahmedabad railway station and from the
Ahmedabad Airport. The distance between the Corporate Office and the Plant is approximately
20 kms.
Address:
Lincoln Pharmaceuticals Ltd
Trimul Estate,
After Vadsar Village,
Nr.Khatraj Chokdi
Taluka:Kalol
Dist:Gandhinagar
Phone: +91-2764-2-81339,81341,81010,81340
Email : [email protected]
Tablet & Capsule Section:
Newly built-up facility with installed capacity of 100 crores of tablets per annum / per
single shift
Facilities to manufacture Sustained Release Formulation.
Three exclusive granulation shops:
1. Dry Granulation
2. Wet Granulation
3. Colored Granulation
Unidirectional flow of men and material
Six compression cubicles with separate Air Handling Units
Centralized Air condition System to maintain 40 RH and 22 Degree Temperature in
granulation, compression, blending and packing cubicles areas.
Flame proof motors in granulation and coating sections.
All Non-Air condition area fully ventilated with 5 micron filed Air.
Coating facility including 48”-150 kg Neocoater.
Central Dust extraction system provided with pick up at all powder generating point.
Water System: DM water having circulating loop to maintain 80-Degree Celsius
temperature.
Own Deep Bore well for water.
Stores are fully computerized
Potential Section:
Sterile Liquid Injecton Ampoules & Vials with capacity of 80,000 Ampoules per shift &
25,000 Vials per shift(2ml to 50ml Vial)
Sterile area having pressure gradient:
15 Pascal in manufacturing and passage
25 Pascal in wash and sterile
40 Pascal in filling area
Multi column 80 per hour
Three Manufacturing rooms and three separate filling areas
Sterile Dry Powder B-Lactum 40,000 Vials per shift with Separate Entry & AHU
Washing under HEPA filter.
Sterilization by Double Door Dryer.
Autoclave by Double Door Dryer.
Poly Urethane coated Joint less Flooring.
Blister Packing of Ampoule and Vial.
Liquid and Ointment Section:
4 Head filling, sealing and labeling line having 100 bottles per minute capacity(40,000
Bottles per shift) total 2 lines.
Manufacturing capacity of 3000 liters per day.
Total area is ventilated with 5-micron air and filling areas are under temperature control.
Ointment manufacturing and packing:20,000 tubes per shift(15 gm)
Manufacturing:
There are two separate manufacturing facilities for betalactum and non-betalactgurm
production.The Khatraj Plant produces only non betalactum tablets, capsules, liquid &
drypowder, injectables, syrups.
The plant has WHO-GMP Certification and ISO-9002 Certification and all the products can
match any international standards or requirements.
All the facilities conform to international standards and the company also aims to satisfy the
international requirements of TGA, MCA, MCC.
Apart from the manufacturing facilities, the factory building has other utility premises,
Godowns, Administrative Building and an ultramodern and hi-tech R & D Centre.
Sophisticated machinery at the manufacturing plants and the quality systems are in place with
ultramodern equipments.
Research & Development:
Right from inception, Lincoln puts a major thrust on developing innovative and technology
based products aiming at optimizing the use of drugs for better therapeutic purposes.
The R & D center is equipped with sophisticated instruments and equipments for in-house
physical, chemical and microbiological analysis of all products.
A dedicated group of technocrats mans the R&D center. New product development, Quality
improvement in existing products, process development and validation are undertaken here.
The ceaseless efforts to develop products by using Optimized Drug Delivery – ensures greater
potency & effectiveness, lesser side-effort & toxicity levels, better stability, low cost hence
greater accessibility , ease of administration and best patient compliance.
Increased patient’s awareness & cutthroat competition amongst the manufacturers induces the
company to develop & introduce excellence and novelty in its products.
Lincoln’s R&D is keeping pace with the changing pharmaceutical technology. As a result of
focused research, Lincoln has filed patent for NAMSAFE – a hepato-protective combination of
Nimesulide with Recemethionine and a product patent for the protective combination of
nimsulide with racemethionine and several more patent applications are in the pipeline.
In the true sense Lincoln’s R&D is committed to developing technology-based products with
competitive prices for the patients.
Products
Domestic: These are the following categories of drugs which company offers in domestic
market.
Alkylisers Analgesic
Anti-Asthmatic Anti-Bacterials
Anti-Helminthics Anti-Infestives
Anti-Protozoals Anti-Amoebics
Anti-Psychotics Anti-Tuberculars
Anti-Ulcerants Anti-Allergics
Anti-Diabetic Anti-Diarrhoeals
Anti-Fungal Anti-Malarial
Anti-Emetics Anti-Nauseants
Anti-Tussives/Expectorants &
Mucolytics
Cardiovascular Drugs
Electrolytes Fertility Agents
Iron Preparation Sedative & Tranquilizer
Tonics & Vitamins Topical Steroids
International: Indian Pharmaceutical Industry is growing fast as far as export market is
concerned, during last five years; there is a tremendous growth in the pharmaceutical
industry. Lincoln Pharmaceuticals Limited has made successful achievement in overseas
network for its formulations.
Lincoln Pharmaceuticals Ltd has obtained drug registration for about 100 of its
pharmaceutical formulations in more than 10 African as well as in other countries too.
Anti-Malarials Anti-Biotics
Analgesics/Anti-inflammatory/Anti-
Pyretic
Anti-Hypertensives/Cardiac/Diuretic
Anti-Fungal Antacids/Anti-Ulcer
Anti-Tuberculosis Anthelmintics
Anti-Cold/Anti-Allergic/Anti-
Asthmatics
Anti-Diabetic
Eye & Ear Drops Cream/Ointment/ Anti –Infectives
(|External)
Anti-Emetics Anti-Psychotic
Anesthetics Vitamins/Iron Preparations
Laxatives Anti-Diarrhoeals/Anti-Spasmodics
Milestones
• Started Lincoln Pharma in the year of 1979
• 1984-85 We got WHO – GMP for our plant/production unit
• 1990 Globle development - STARTED EXPORT TO Tanzania AND Mauritius
• 1995-96 Organization turn up to Public Limited company from Partnership
• 1997-98 Domestic Network across nation , we started the Ethical domestic marketing –
All India level
• 2000 Marketing Strength we have covered 80% of all India Market with 400 field staff
and today we are having filed strength of 600 to 625
• 2001 Own Research & Development - R&D Center started in the year of 2001
• Export house certificate received in the year of 2010
• Specialty and patented product - we have developed 3 NDDS products and launched the
product in 2011 (Pa-12, VIVIAN 1 ML, ARH 1 ML)
• Recently launched 1st time in India two blockbuster drug Tinnex and PA-12.
Regulatory Approvals
• cGMP (EU)
• BFDA (Taiwan)
• MHRA (UK)
• BfArM (Germany)
• TGA (Australia)
• Anvisa (Brazil)
• MCC (South Africa)
• Ministry of Health (Latvia)
• MCAZ (Zimbabwe)
• NDA (Uganda)
• Anvima (Columbia)
• National Institute of Pharmacy (Hungary)
Quality Certification
• ISO 9001-2000: Quality Management System
• ISO 14001: Environment Management System
• OHSAS 18001: Occupational Health & Safety Management System
• ISO/IEC- 17025 by NABL
• Quality Excellence Gold Award, IDMA (Indian Drug Manufacturer’s Association)
Group of Companies
Lincoln Parenterals Pvt.Ltd.
The company manufactures parenterals and also undertaking contract manufacturing for
other companies including Lincoln Pharmaceuticals Ltd.
Karnavati Distributors Pvt.Ltd
The company is distributing goods to all India distributors; also involved in marketing efforts
on behalf of Company.
Down Town Travels
The firm is engaged in tours and travels business. We are organizing conducted tours for Gujarat
and other parts of India and we have arrangement of sophisticated vehicles for traveling
3 persons to 50 persons. We have more than 50 vehicles for our travel purpose. We provide
efficient and cost effective services.
www.downtowntravels.com
Shelavi Paper Mills
This company has a paper manufacturing unit where very good quality craft papers and all range
of papers are manufactured.
Internship Project Detail
Summer Internship Project as its stands for a practical training in corporate with the aim of
applying gained knowledge in 1st year cum learning and preparing oneself for final placement.
It has come true in my case as path of project has been designed in such a way by my Project
guide Mr.Gaurav Dixit , so that I can learn task and responsibility of a Product executive and
enhance employability.
Title of Project
Understanding Marketing Practices of Pharmaceutical Industry
To accomplish the above Project, it has divided into 4 parts. I have completed all four sub part of
Project and hence completed ultimate Objective of internship project.
Overview & brief study of Anti-Infective (Povidone-Iodine) in India.
Understanding the role of PMT and Scope
Understanding the various Promotional inputs prevailing in Pharma Marketing.
Design of campaign, Preparing training material for B.E.,
Objective-1
Overview & brief study of Anti-infective (Povidone-Iodine) in India
Research Objectives
1. Review of literature on Povidone-Iodine
2. To find out how many brands are available in Ahmedabad district of Povidone-Iodine.
3. To find out pricing of Povidone-Iodine brands in market.
4. To find out which brands are more prescribed by Doctors.
Methodology: Survey
Primary data: Questionnaire
Secondary data: Internet
Sampling type: Non probability convenience sampling
Sample composition: Doctors and chemist
Sample size: 50 Doctors and 20 chemists
Location covered: Ahmedabad city
Analysis: For the analysis purpose I have used SPSS 12.0 version and Microsoft Excel 2007.
Literature Review
Definition of Antiseptics: Antiseptics are the substances that kill or prevent the growth of the
microorganisms. The name comes from the Greek words anti (against) and sepsis (decay).
Antiseptics prevent infection and other changes in living tissue by destroying or slowing the
growth of germs (microorganisms that cause disease).
History of Antiseptic:
Since ancient times, physicians and healers have been aware of the anti-infective and anti-
spoilage properties of certain substances. Egyptian embalmers (people who preserved and
prepared bodies for burial) used resins (an organic substance taken from plants and trees),
naphtha (a liquid hydrocarbon often used as a solvent or diluting agent), and liquid pitch, along
with vegetable oils and spices. The effectiveness of this mixture is shown in the fine state of
preservation of Egyptian mummies. Persian laws instructed people to store drinking water in
bright copper vessels. The ancient Greeks and Romans recognized the antiseptic properties of
wine, oil, and vinegar. The use of wine and vinegar in the dressing of wounds dates back to the
Greek physician Hippocrates (460-377 B.C.). Balsam, an antiseptic of both Southeast Asia and
Peru, was introduced to Europe in medieval times and remained in use through the 1800s.
A thirteenth-century surgeon, Theodoric of Bologna, recommended dressings dipped in wine to
ward off the development of pus in wounds. English physician Sir John Pringle (1707-1782)
published a series of papers entitled Experiments upon Septic and Antiseptic Substances that
contain one of the first uses of the word antiseptic. Genevieve Charlotte d’Arconville introduced
the use of chloride of mercury as an antiseptic in 1766. After Bernard Courtois (1777-1838)
discovered iodine in 1811, it became a popular antiseptic treatment for wounds.
None of these antiseptics, however, was sufficient to prevent the almost certain infection of
wounds, particularly following surgery. Amputations, for example, were common in the 1800s,
especially in the case of compound fracture (bone breaks that injure surrounding soft tissue).
Amputations had a 40 to 45 percent mortality rate. The introduction of anesthesia in 1846 made
the problem worse. It permitted more complicated and lengthy surgical operations, greatly
increasing the likelihood of infection.
The history of Iodine & Povidone –Iodine
Iodine has long been accepted as a uniquely effective antiseptic and used widely both for the
prevention and treatment of infection. Its popularity as an anti-microbial against the complete
pathogenic spectrum has, however, been limited by a number of undesirable factors.
Many solutions of iodine and its salts were formulated to overcome these problems. Lugol’s
solution, Mandell’s paint and tincture of iodine are still widely used, but do little to enhance the
acceptability of iodine.
It was discovered, however, in the early 1950’s that when iodine is complexed with the inert
polymer, polyvinylpyrrolidone (povidone), it ceases to irritate, sensitize or stain, and yet retains
its unique microbicidal activity.
The removal of the undesirable side effects of iodine has allowed this broad spectrum antiseptic
to be more widely used than ever before in the form of povidone-iodine.
This complex of iodine has been formulated into a wide variety of presentations for use in
hospitals and general practice.
How Iodine works as a Microbicide
Iodine is an extremely effective, quick acting, total microbicide. To have a anti-microbial effect
iodine (I2) needs to be activated by water (H20) to form the active H20I+.Iodine must be in
solution to work. (Dry powder formulations rely on tissue water).
Microbicidal Activity of Iodine
The microbicidal effectiveness of elemental iodine is based on two factors:-
1. Its marked oxidizing effect on the amino acid components of respiratory enzymes found
in the membranes of micro organisms. Micro organisms have many respiratory enzymes
e.g. tyrosinase located on their cell membranes. When iodine comes into contact with
them the cell membrane disrupts and kills the organism.
Oxidation of respiratory enzymes
Figure1.2 Oxidation of respiratory enzymes
b) The iodination of amino acids e.g. histidine and tyrosine.
Amino acids are essential to make new proteins in a cell. If these are poisoned by iodine
(iodinated) the cell will be destroyed.
Fortunately, human cells do not have large quantities of these oxidizeable proteins so iodine is
well tolerated by human skin.
What is Iodine?
Iodine is a natural dark violet, non-metallic element that plays a key role in human metabolism.
It is essential for the production of thyroid hormones and an iodine deficiency can result in
hypothyroidism. Iodine occurs naturally in the form of iodide ions in sea water, fish, oysters and
certain seaweeds. It can also be found in vegetables grown in iodine-rich soil and dairy products.
It has been described as ‘the most potent antiseptic available’.
History of Iodine in wound healing:
In the 4th
century BC, before iodine had been discovered, Theophrastus, a pupil of Aristotle,
recorded that iodine-rich seaweeds could be used to reduce the pain of sunburn. One of the first
antiseptic iodine preparations to be used in wound care was Lugol’s solution containing
elemental iodine and potassium in water, which was developed in 1829. This solution was also
used to treat wounds in the American Civil War.
The antimicrobial properties of iodine were first demonstrated in 1882 by Davaine. In the First
World War, iodine was found by Alexander Fleming to reduce the incidence of gas gangrene in
the wounds of soldiers when compared to carbolic acid. Since the mid-19th
century, iodine-based
preparations have also had an important role in the prevention of surgical site infections.
Povidone iodine preparations are popularly used as an antiseptic to prepare the patient’s skin
before surgery and are also used by surgeons and their staff as a skin cleanser and antiseptic in
preoperative hand scrubs.Early uses of iodine involved aqueous and alcoholic iodine
preparations, which were associated with unpleasant side effects including pain, irritation and
skin staining.
Side effects of Iodine:
*Irritation and sensitivity reactions: Iodine can cause irritation and sensitivity reactions in a
small number of people due to toxic reactions following application of too high a concentration
to the skin. Tincture of iodine contains 3,000 parts per million (ppm) free iodine.Iodine reactions
are very rare occurring in only 0.7% of atopic (allergic) subjects. (Less than 1 in 1000 of the
general population) Sensitivity has been shown to be affected by the pH of the iodine solution,
reactions being more common in acid solutions. The pH of tincture of iodine is between 3 and 4.
*Skin Burns: The high vapour pressure of elemental iodine can cause skin burns under occlusive
dressings e.g. films.
*Staining: Elemental iodine has a vivid dark reddish brown colour and stains both fabrics and
skin.In 1952 it was discovered that when elemental iodine was complexed with
polyvinylpyrollidone (PVP) it retains its microbicidal activity yet ceases to irritate, sensitize or
stain. Povidone iodine is water soluble and will wash out of natural fabrics. A weak solution of
bleach will remove povidone iodine from man-made fabrics.Today, worldwide, povidone-iodine
has been used in the antiseptic treatment of wounds, for vaginal treatment, for disinfecting skin
and mucous membranes, and in the treatment of minor burns. In addition, it is used in hygienic
and surgical disinfection of the hands and for preoperative preparation of the skin.In most
surgical procedures, povidone-iodine is now a standard requirement.
Why is Iodine safer today?
Iodophors were developed in the 1950s to overcome the side effects associated with elemental
iodine. These were found to be safer and less painful, but just as effective as elemental iodine,
allowing widespread use.
Bonding iodine with another molecule makes it less toxic and instead of high concentrations of
iodine being released in a single application, the iodine is slowly released from the reservoir
carrier molecule over a sustained period of time.
Iodophors are preparations that bind iodine to a solubilising agent or carrier. The water-soluble
complex allows the slow release of a low concentration of free iodine when the carrier comes
into contact with wound exudates. This controlled release of low concentrations of iodine helps
to minimize the negative side effects of using free elemental iodine.
Modern Iodine Preparations
The two most commonly used iodophores in modern wound healing are
Povidone-Iodine(PVP-I): A chemical complex of polyvinylpyrrolidone also known as
Povidone and PVP and elemental Iodine.
Cadexomer Iodine: an Iodine and polysaccharide complex, which can be used as
antiseptic fillers, particularly in cavity wounds.
Mechanism of Action: Povidone-Iodine acts by one or more following ways:
Coagulation of Proteins
An alteration in the properties of Bacterial cell wall.
Binding of –Sh Group(essential for enzyme action)
RESEARCH ANALYSIS
Frequency distribution of respondents Gender wise
Statistics
Gender
N Valid 50
Missing 0
Out of 50 respondents, all have participated in survey and no one was missing.
Gender
Frequency Percent Valid Percent Cumulative
Percent
Valid male 38 76.0 76.0 76.0
female 12 24.0 24.0 100.0
Total 50 100.0 100.0
Table 1.2 Gender wise frequency distribution
In the research conducted, there were 38 and 12 female out of total 50 respondents.
Figure1.3 gender wise distribution
male
female
gender
Age wise frequency distribution of respondents. Statistics
Age
N Valid 50
Missing
0
Age
Frequency Percent Valid Percent Cumulative
Percent
Valid 24-30 1 2.0 2.0 2.0
31-35 11 22.0 22.0 24.0
36-40 30 60.0 60.0 84.0
41-45 5 10.0 10.0 94.0
46-50 3 6.0 6.0 100.0
Total 50 100.0 100.0
Table 1.3 Age wise distribution
Figure1.4 Age wise distribution
24-30
31-35
36-40
41-45
46-50
Age
Q.1 On an average how many patients come with the need of Antiseptic per day?
Patients per day
Frequency Percent Valid Percent Cumulative
Percent
Valid 0-5 30 60.0 60.0 60.0
6-10 11 22.0 22.0 82.0
11-15 3 6.0 6.0 88.0
16-20 2 4.0 4.0 92.0
>20 4 8.0 8.0 100.0
Total 50 100.0 100.0
Table1.4 Patients per day
Figure1.5
Findings: it has been found that there are 60% of doctors who come across 0-5 patients
with need of antiseptics per day, followed by 22% with 6-10 patients,8% with more than
20 patients,6% with 6-10 patients and 4% with 16-20 patients.
0-5 6-10 11-15 16-20 >20
patientsperday
0
10
20
30
40
50
60
Perc
en
t
patientsperday
Q.2 Do you prescribe or dispense Antiseptic?
Statistics
Prescribe or dispense
N Valid 50
Missing
0
prescribeordispense
Frequency Percent Valid Percent Cumulative Percent
Valid prescribe 41 82.0 82.0 82.0
dispense 4 8.0 8.0 90.0
both 5 10.0 10.0 100.0
Total 50 100.0 100.0
Table 1.5 Prescribe or dispense
Figure1.6
Findings: it has revealed that 82% doctors prefer to prescribe and 8% prefer to dispense
and 10% are prefer both.
prescribe dispense both
prescribeordispense
0
20
40
60
80
100
Perc
en
t
prescribeordispense
Q.3 In which ratio you dispense and prescribe Povidone-Iodine?
(This question is only asked to those respondents who prefer prescribe and dispensing
both)
Statistics
Dispense/prescribe Ratio
N Valid 5
Missing
45
Table1.6 Dispense/prescribe Ration
Frequency Percent Valid Percent Cumulative
Percent
Valid 80/20 1 2.0 20.0 20.0
70/30 3 6.0 60.0 80.0
60/40 1 2.0 20.0 100.0
Total 5 10.0 100.0
Missing System 45 90.0
Total 50 100.0
Figure 1.7
Findings: Dispense/Prescribe ration of 60% of valid respondents is70/30, for the ratio
80/20 and 60/40 Percentage of valid respondents is same(i.e 20%)
80/20 70/30 60/40
DPRatio
0
10
20
30
40
50
60
Per
cen
t
DPRatio
Q.4 which dosage form you prescribe & how frequently .Please tick one category of each dosage
form you prescribe/dispense always or mostly or sometimes or rarely or never.
Dosage formAlways
(1)
Mostly
(2)
Sometimes
(3)
Rarely
(4)
Never
(5)
Solution
Ointment
Scrub
Spray
Gargle
Granules
Figure 1.8
Findings: After analyzing the above data , it is crystal clear that most times used dosage form for
povidone-iodine in descending order is as follow:
i. Ointment
ii. Solution
iii. Gargle
iv. Spray
v. Scrub
vi. Granules
0 10 20 30 40 50 60
Solution
Ointment
Scrub
Spray
Gargle
Granules
Most frquently used dosage form
Never
Rarely
sometimes
Mostly
Always
Q.5 which Povidone-Iodine brand you prescribe/dispense and why?
Statistics
Idealbrand
N Valid 50
Missing
0
Table1.7 Idealbrand
Frequenc
y Percent Valid Percent Cumulative
Percent
Valid Betadine 21 42.0 42.0 42.0
Cipladine 7 14.0 14.0 56.0
Wokadine 12 24.0 24.0 80.0
Bectosept 3 6.0 6.0 86.0
Drez 2 4.0 4.0 90.0
Others 5 10.0 10.0 100.0
Total 50 100.0 100.0
Figure1.9
Findings: By asking this question, we came out to know about the respondents preferred
Brand as an antiseptic.
We can rank these brands in descending order as follows:
i. Betadine-42%
ii. Wokadine-24%
iii. Cipladine-14%
iv. Others-10%
v. Bectosept-6%
vi. Drez-4%
betadine cipladine wokadine Bectosept drez others
Idealbrand
0
10
20
30
40
50
Perc
ent
Idealbrand
Q.6 which factor you consider most important before prescribe/dispense?
Rank them from 1to 5 based on most important to least important.
Table1.8 important factor response
Factor Most important
Very much important Important
Less important
Least important
Company name 2 1 5 12 30
Brand name 38 4 5 1 2
Price 12 7 22 6 3
Packing 6 2 6 20 16
Availability 7 30 6 7 0
Figure1.10 Most important factors for prescription
Finding: After looking to response given by respondents, we can interpret factors which
physician consider before prescribe/dispensing in ascending order as follows:
I. Brand Name
II. Availability
III. Price
IV. Packing
V. Company Name
0
5
10
15
20
25
30
35
40
Company name Brand name Price Packing Avialability
Most important
verymuch important
Important
Less important
Least important
Q.7 Do you have any problem with current antiseptic?
Statistics
Problem with current antiseptic
N Valid 7
Missing
43
Table 1.9 Problem with current antiseptic
Frequency Percent Valid Percent Cumulative
Percent
Valid availability 4 8.0 57.1 57.1
ease of application
2 4.0 28.6 85.7
Packing 1 2.0 14.3 100.0
Total 7 14.0 100.0
Missing System 43 86.0
Total 50 100.0
Figure 1.11
Finding: very few numbers of respondents answered this question and according to the valid
respondents availability is major problem (57.1%), followed by ease of application(28.6%) and
packing (14.3%).
availability ease of application Packing
problemwithcurrentantiseptic
0
10
20
30
40
50
60
Per
cent
problemwithcurrentantiseptic
Q.8 what you need more in an Ideal Antiseptic?
It was an open ended question, in which I came up with so many suggestions and major
suggestion was to add an applicator along with the product for Solution.
Some More Analysis:
Correlation:
Table1.10 Correlations
patientsper
day prescribeordispense
patientsperday Pearson Correlation 1 .726(**)
Sig. (2-tailed) . .000
N 50 50
prescribeordispense Pearson Correlation .726(**) 1
Sig. (2-tailed) .000 .
N 50 50
** Correlation is significant at the 0.01 level (2-tailed).
Correlation: The application of correlation analysis is to measure the degree of association
between two sets of quantitative data. The correlation coefficient measures this association. It
has a value ranging from 0 (no correlation) to 1 (perfect positive correlation), or -1 (perfect
negative correlation). Here Patients per day and Prescribe/dispense these two factors are having
correlation with each other.
Correlations
patientsper
day DPRatio
patientsperday Pearson Correlation
1 -.620
Sig. (1-tailed) . .132
N 50 5
DPRatio Pearson Correlation
-.620 1
Sig. (1-tailed) .132 .
N 5 5
There is a negative correlation between patients per day and dispense/prescribe ratio.
Competitor survey:
Table1.11 org data
S.NO. BRANDS MAT 2011 MAT 2010 GROWTH 1 BETADINE 99.0 76.4 30%
2 WOKADINE 22.8 21.1 8%
3 CIPLADINE 5.5 4.8 16%
4 BECTOSEPT 2.3 1.9 26%
5 METROGYL-P 1.8 4.1 -55%
6 SOLUDINE 1.2 1.0 20%
7 BALVIDINE 1.1 1.2 -4%
8 METROKIND-PV 1.1 0.7 55%
9 MEGADINE-M 0.9 0.8 19%
10 BECTODINE 0.8 0.5 54%
As per ORG 2011 data, In Povidone-Iodine Market Betadine is a market leader.
Wokadine is at 2nd
number with the sale of 22.8 crore.
As per the Positioning strategy of Soludine major competitors are as follows:
Table 1.12 Competitors brand
Brand name Company name Betadine Winmedicare
Wokadine Wockhardt
Cipladine Cipla
Drez Stedman
Betadine: For more than 4 decades Betadine®
Microbicides have been used in homes and
hospitals worldwide as an important first line of defense against topical infections.
Table1.13 Product port folio of Betadine:
Product name Packing Scheme Price
Betadine Powder 5% 10GM
53.25
Betadine Vag Pessar 10'S
80.50
Betadine- Gargle- Mint 100 ML
103.15
Betadine-10%-paint 50 ML
114.80
Betadine-100ml
Solution 100 ML
130.25
Betadine-125 Gm Oint 125 GM
168.90
Betadine-15 Oint 15 GM
64.70
Betadine-50-
gargle{mint} 50 ML
63.25
Betadine-500ml 5 %
Soln 500 ML
277.60
Betadine-granules 5*2GM
55.30
Betadine-solution 1000ML
521.00
Betadine-solution 5LIT
0.00
Betadine-surg Scr 500ML
620.25
Betadine-10 Cream 10GM 5 + 1 55.90
Wokadine: It is a product of Wockhardt company which is having 2nd
largest market share as per
ORG 2011 data.
Table1.14 Wokadine Product list
Product Name Packing Scheme Price
Wokadine Oint 15 GM 9 + 1 62.30
Wokadine Gargle 2% 50 ML 9 + 1 58.00
Wokadine Powder 10 GM
40.00
Wokadine- Surgi Scrub- 7.5% 50ML
63.00
Wokadine-10% Solution 100ML 9 + 1 161.20
Wokadine-10% Solution 500ml 500ML
317.66
Wokadine-5% Solution] 100 ML 9 + 1 119.00
Wokadine-5% Solution 500ML
225.20
Wokadine-s/s 7.5%(6+1dispen) 500ML
474.00
Table1.15 Product range of Drez
Product name Packing Scheme Price
Drez -10% 100ml 100ML
121.00
Drez -10% 500ml 500ML
330.00
Drez Soln-100ml 100 ML
88.00
Drez Soln-30ml 30ML
39.50
Drez Soln-500ml 500 ML 5 + 1 240.00
Drez Spray{new} 40 GM
80.00
Drez- Tulle-1010 1'S 5 + 1 48.00
Drez-10% Lotion 60ML
72.00
Drez-s Oint 100gm 100GM
135.00
Drez-s 10gm Oint 10GM 5 + 1 46.00
Drez-s Powder 10GM 5 + 1 40.00
Drez-tulle-55 1'S 5 + 1 26.00
Drez-v Cream 30 GM
90.00
Conclusion:
With the accomplishment of market research, I can certainly say that Pharmaceutical
market is highly competitive. The success of product is based on proper strategy and
execution.
In India antiseptic market is on booming stage and Betadine is a market leader of this
market which is prescribed by most no. of Doctors.
Most of the doctors prefer ointment & solution but several opportunities are there for
other dosage forms like scrub and spray.
Doctors are considering availability, price and brand name for choosing particular brand.
Recommendation:
In the market, most of the brand is having no of products in portfolio. So Lincoln should
go for line extension of products under Soludine brand.
Company should majorly focus on the availability which is most critical factor for sales.
It has been observed that most of our competitors are using promotional schemes to
promote their product and market share. Lincoln should also roll in with lucrative
schemes to fight back competition.
Soludine brand is also a well known brand and have growth rate of 30% as per ORG
2011 data. So we can say that Lincoln may have more market in future of Povidone-
Iodine segment.
Objective-2
Understanding the role of PMT
Product Management Concept
“Introduced first by Procter & Gamble in 1927 for their cosmetic soap-Camay—product
management has many merits. It ensures that each brand benefits from the individual attention
and focus that it receives and response to the changing market dynamics is very quick. Each
product or brand is considered as a profit producing center. Product management trains
executives in many functional areas and hence it serves as an excellent training ground”
Product management is a key functional area in the marketing department of all pharmaceutical
companies. With multiple products/brands offered by each Pharma company, it becomes very
important to ensure that each and every brand in the company’s product range gets due attention
in terms of marketing support. This is enabled by the concept of ‘product management’. The
product management system essentially involves assigning one or more brands or product range
to the supervision of one person whose prime responsibility is to operate each brand as a
business entity.
A product manager’s role is both ‘strategic’ and ‘tactical’. Strategic—because he is
responsible for the future of the brand, since he is responsible for the brand positioning,
assessment of competition, new product extensions, etc. Tactical—because he is in the field
developing appropriate promotional campaigns, talking to and training medical reps about what
customers want and think, and doing the sales tracking that is required for any major product
category. A product manager is at the centre of company life because his decisions directly affect
the success of the company’s business.
Job Responsibilities:
A product manager (also known as brand manager, product executive, product specialist) is
responsible for the profitable progress of his brand in the market place over both short and long-
term through effective planning, execution, control and training.
Planning: The product manager is responsible for collecting important information, facts and
figures related to his product. Organizing and analyzing the voluminous data compiled, and
interpretation of the same for meaningful actions that can strengthen the position of his brand, is
an on-going major task of the product manager. He is responsible for developing brand strategies
that gives direction to the product in all key areas such as brand name selection, pricing, pack
development, promotion, positioning, input planning, media selection, etc. He is also responsible
for establishing realistic and rational sales and profit objectives for his brands on a short and
long-term horizon, which is documented in the form of annual brand plans or marketing plan for
his brands. Competitor activities must also be regularly monitored and encashed upon through
effective strategies and weaknesses of the brand tackled with. The product manager must also
suggest relevant product improvements/ modifications, etc from time to time to improve
profitability of the brand.
Execution: The product manager is also responsible for translating all his plans to reality by
proper execution of the same. To do so he will need to interact with various departments.
Suitable communication must be prepared and issued with stringent deadlines so that all plans
are implemented as per schedule. Periodic fieldwork is also an essential aspect in a product
manager’s job. In most companies, product managers tour for at least one week in each month.
Training: The product manager is also responsible for training the implementers of the
marketing plan with requisite skills and knowledge, be it for a new product launch, for regular
product promotion or for a special campaign of a particular brand.
Future prospects:-
Product management is one of those jobs that allows interaction with many departments and also
requires multi-disciplinary skills. It serves as an excellent training ground for future managers. A
good majority of the current VP Marketing or GM Marketing in the Pharma industry have been
product managers 20 years ago. And even today they would recall the brands handled by them
with the same vigor and vitality, as they would have done 20 years ago. That’s the true love of
any product manager—the brands that he has handled and nurtured.
Besides providing elevation to the next position in the same marketing department, product
management may also provide the best opportunity to move into international marketing.
Gaining experience on domestic products provide a great training ground for expanding products
internationally. MNCs are well known for moving people around the world to develop
knowledge of specific markets and understanding of product reach and potential.
Other avenues available to product managers include branching out to training department as
‘training managers’ or venturing into the challenging domain of ‘business development’ where
they can ensure launch of new promising products for the company. Product managers with flair
for market research can move on to become ‘market research managers’.
And lastly, there are quite a few product managers who have turned into entrepreneurs
themselves and set up their own small business in areas relevant to product management such as
marketing consultancy services, advertising agencies, marketing support services, medical
communication, gift supplies, event management, etc….
Here is a typical progress in Pharma Product Management
No. of positions in a
medium sized company
Position Approx. Time Frame
4-8 Trainee/Product
Executive
Beginning
4-5 Product Manager 2 to 3 years
2 Group product Manager 3 to 5 years
2 Marketing Manager 2 to 4years
Often nil Marketing controller 2 to 3 years
1 GM Marketing 2 to 3 years
1 VP Marketing & Sales 3 to 5 years
Pitfalls of product management:
So far we have only seen the appealing side of product management. Alongside this, there also
exists a down side which one must be aware of.
With handsome pay packets that product managers currently enjoy in Indian Pharma companies
today, comes along a heavy workload, which demands long duration of working hours to be put
up by them throughout the year. This leaves the product manager with very little time for any
other activity and his life revolves mainly around work and work alone.
Further, in many small Indian companies there are instances where a product manager has to
handle as many as 10-15 brands. It is impossible to follow sound marketing tactics of brand
research based strategizing in such companies due to paucity of time and other resources and
product promotion is restricted to mere preparation of the visual aid. In case of women in
product management, coping with frequent touring has been a deterrent faced by some lady
product managers with young children.
Most product executives and product managers are very eager to change their jobs within a few
months or within a couple of years respectively. Sticking around for two-four years in one
organization is a rarity in the current lot of product managers.
This impatience costs them in terms of the experience of nurturing a brand for a few years. One
cannot claim to have handled a brand if he has managed it for a mere six months. A product
manager has to be actively involved in the preparation of brand plans, forecast, strategies,
implementation, input preparation, and control and monitoring. Only then can he claim to have
handled a brand and to have been responsible for its growth.
Another area to be pondered about is the group of brands handled. There are some product
managers who try to handle brands from diverse therapeutic segments. For example, a
hypertensive brand, an antibiotic brand, a dermatological brand and an anti-depressant, whereas
there are many product managers who specialize in handling brands belonging to a particular
category only, for example, only anti-cancer products or only cardio-vascular products. Each of
these choices has its own relative merits and de-merits. The product manager must ask himself if
his choice would help him in his long-range career plans and then decide accordingly.
Product management concept today has deviated a lot in terms of the marketing techniques
employed to build brand equity and retain loyalty of customers. In the past, every product
manager would study in detail the pharmacology of the molecule, the disease profile of its
indications, the competitive advantages and disadvantages that the molecule offers over other
drugs used for the same conditions, collect feedback from customers on their treatment options
for the said conditions and then evolve a positioning platform and copy matter. Communication
to customers would be appropriately drafted with both advantages of the brand highlighted and
the areas of concern also revealed to the customers. They consciously avoid any mention of the
drawbacks of their brands and present only a rosy picture with tall claims for their brand leading
to over-prescribing, prescribing for wrong and un-approved indications, etc. This has to be
avoided to preserve the sanctity of the role of a product manager as a disseminator of information
to the medical profession.
Secondly, product promotion has assumed many new dimensions currently. From mere provision
of information with a few token brand reminding gifts and samples in the past, the current
scenario has extended to lavish gifts, lavish product launch parties, etc. Hence, product managers
today, during office hours assume various other roles such as gift managers, event managers,
literature specialists, etc spending much of their valuable time selecting tour destinations for
customers, planning travel arrangements, choosing conference venues, household gadgets,
perishables, etc which have very little relevance to the product. A product manager’s time has to
be spent on more useful pursuits. The strategies that he evolves must be based on sound and
ethical marketing practices.
Anyone treading the path of product management must safeguard against these pitfalls. Barring
these pitfalls, a career in product management is truly an enjoyable journey. Every day is a
challenge; everyday calls on you to put forth your best foot forward to lead the company’s brand
to a future that ‘you’ have plotted for it. The thrill of planning campaigns, the excitement of field
work and meeting customers, the delight of sharing your strategies with the implementers, the
bliss of satisfaction on achieving your planned objectives, the ecstasy of overtaking competitor
brands, the joy of seeing your brand emerge as a topper in ORG-IMS reports is truly
exhilarating.
Standard supply chain of pharmaceutical industry
Figure1.12
Objective-3
Understanding various promotional tools in Pharma Marketing
Introduction:
Pharmacy and physician are among the integral components of health care delivery system.
Drugs are the basic tools available to a physician in treatment of an illness. Thus, the knowledge
about old and newer drugs is a must for a physician. Virtually, daily a pharmaceutical weapon is
added to the physician’s therapeutic armamentarium. The information about a new drug is
mostly provided by the pharmaceutical industry, through its sales representatives, brochures,
banners etc.
The interaction between physicians and pharmaceutical industry shares some common interests
like: (a) use of drugs in treatment and care
(b) Monitoring of the drug use
(c) Innovation of new drugs.
However, both parties have different emphasis and focus on different stakeholders. Physicians
are primarily interested in patient care and scientific advances, while industry is more interested
in commercial outcome.
Due to the intense market competition, time to interact with physician is shrinking, as sales
representatives only have two minutes to pitch and promote their product. this has further made
work of product manager more précised. Now Every product manager have to think and make
their communication so effective that it can be delivered by sales representatives during two
minutes in doctor’s chamber effectively.
These are some most frequently used promotional tools used by pharmaceutical companies.
Leave Behind Literature(LBL)
Reminder card
Poster
Sticker
CME(Continuing Medical Education)
Samples
These are various self explanatory promotional tools developed and designed with the common
purpose of to influence physician for prescribe more and more of company’s product by
communicating its advantage and benefits.
Leave Behind literature: It is one kind of promotional to which comprises of reading material
which gives in depth knowledge and updates on drug and respected disease for which it is meant
for.
Reminder card: It is much more similar to LBL but contains very specific information like
brand name, symptoms, price, availability of different dosage forms and producer’s details.
Posters: As name suggest , these are posters which are put into doctors premises with
permission and its purpose can be extends from making awareness of social welfare to promoting
company or product range or a particular product. Most of the time it is used to promote
company.
Sticker: It is used for advertise particular product and can be found at chemist’s shop, Doctors
premises, stockiest, C&F.
CME (Continuing Medical Education): It is a special arrangement in which companies
organize Medical education Programs in which key they share recent innovation and
development in industry. It is best thing for all physicians by which they update their knowledge
of novel ways of treatment.
Samples: Most of the time, Companies give samples to doctors who want to see the effect of
particular product before prescribing it. It helps to build trust of physician on company’s product
in terms of quality & reliability.
YOUR TRUSTED ANTISEPTIC…
~ In Pre & post Surgery ,lowers infection Rates. 28,29
~ Water Soluble & stable complex with less staining.
Povidone-Iodine
~ Kills bacteria,fungi,yeast,protozoa in 1-2 mins *.
Tinidazole 2%
~ Offer antifungal,antiprotozoal action
~ Provide Better Microbial sealing.
~ Prevent Recurrence in mixed infection.
Ref (clin.Exp.obslet.Gynecol.14(1).1-5 (1987) 29
Ref Zakut.,H .Lotan M Brachea 28
* Ref : jayaraja Kumar et al/journal of pharma sciences and tech vol 1 (2) 2009,48-58
Povidone-iodine 5 % + Tinidazole 2% ointment 10/20 Grams.
Cuts, Abrassion,Wound Infection,Pre & Post Surgery
Objective-4
Design of campaign:
Campaign is a vital part of Marketing irrespective of industry; it plays a vital role and helps in
implementing the proposed strategy.
Every campaign is having its objectives, target audience, measurable outcomes and predefined
budget and schedule.
I have designed campaign for product Soludine lotion & Ointment.
Objective:
To convert early adaptors into regular users.
To strengthen relationship with existing users.
To create brand loyalty.
Strategy:
To find out top five prescribers of product in each head quarter.
Especially focus on these selected doctors
Regular visit
Appreciation bequest:
Prepared Training material for B.E.
As discussed earlier in the role of PMT, training of Business executives is a part of Product
manager’s job.
Training can be of many things such as sales training, Product training, Promotional training,
Process training, etc.
I have got the opportunity to develop training material for three products namely:
Salphyllin-P
Salphyllin-M
Soludine
Bibliography
Web links:
http://www.ibef.org/industry/pharmaceuticals.aspx
http://www.intriguing-history.com/introduction-of-antiseptics/
http://www.discoveriesinmedicine.com/A-An/Antisepsis.html#b
http://prozac.pe.kr/xfiles/season4/cite414_2.htm
Guddogi Pharmaceutical distributor company website
http://www.indiainbusiness.nic.in/industry-infrastructure/industrial-sectors/drug-pharma.htm
www.lincolnpharma.com
References:
Market Research by Nargundkar
Article : Factors influencing prescription behavior of physicians: A study with reference to
Marathwada Region
Appendix-1
(For Doctor)
Respected Doctor,
Student of Unitedworld School of Business,Mr.Sajitkumar Vaghel is conducting market research
as per Summer Internship Project to find out the doctors preference for antiseptic(Povidone-
Iodine). Please give fair answers so as to benefit both, Doctors and Industry. Please fill up the
questionnaire.
Name:____________________________________ M/F:_____ Age:______________
Q.1 On an average how many patients come with the need of Antiseptic per day?
Answer:
0-5 16-20
6-10 More than 20
11-15
Q.2Do you prescribe or dispense Antiseptic?
Answer: Prescribe Dispense Both
If both than answer Question no. 3 otherwise go to question no.4
Q.3 in which ratio you prescribe and dispense Povidone-Iodine?
Answer:
Q.4 which dosage form you prescribe & how frequently .Please tick one category of each dosage form
you prescribe/dispense always or mostly or sometimes or rarely or never.
Dosage formAlways
(1)
Mostly
(2)
Sometimes
(3)
Rarely
(4)
Never
(5)
Solution
Ointment
Scrub
Spray
Gargle
Granules
Q.5which Povidone-Iodine brand you prescribe/dispense and why?
Answer: Betadine Cipladine
Wokadine Bectosept
Soludine Drez
Others
Why:
Q.6 which factor you consider most important before prescribing/dispensing?
Rank them from 1to 5 based on most important to least important
Company name
Brand name
Price
Packing
Availability
Q.7 Do you have any problem with current antiseptic?
Answer: Availability ( ) ease of application ( ) Packaging ( )
Staining ( )
Q.8 what you need more in an ideal Antiseptic?
Answer:
Signature:
Date:
Thank You for filling-up the Questionnaire
Annexure-2
(For chemist)
Unitedworld School of Business
Ahmedabad
Summer Internship Project 2012
Name of the Retail Shop:
Name of the Proprietor:
Address:
Brand Name Company Name
Scheme Promotional Inputs
Packing/Labeling Price Net Rate
Betadine Winmedicare
Wokadine Wockhardt
Drez Stedman
Bactosept Vitamed
Cipladine Cipla
Others:________
“Thank You for your Support, Courtesy and valuable time”
Reflective note
Internship is like a practical training. In this we have to do practical work. I have been given
domestic marketing. In this I had to do market survey on Soludine antiseptic.To do market
survey, I had to make systematic plan for achieving my objectives. I had been given Ahmedabad
city as a market area. I had to meet all leading Doctors and chemists in Ahmedabad city. So that
I had made questionnaires for Doctors according to my objectives with the help of my company
guide and faculty guide. Before this I had made questionnaire for chemist survey. On this survey,
I came to know that how many brands are available in the market for antiseptic and their prices
which is prescribed by Doctors. I started to meet doctors. In this I had known already that it will
be very difficult. But I have found not that much difficult. For this survey, I was going only at
morning and I was getting appointment. So that, when doctor was free that time I had met them.
Many times, I had to wait for long time also because of their busy schedule. But that time, I had
to meet because it was very useful for achieving my objectives. During this Internship, I have
learnt many things about Pharma industry. I knew that Pharmaceutical industry is totally
different from other industry and Pharmaceutical marketing is also different from other
marketing. In this our customer and consumer both are different. Our customer is doctors and
consumer is patient.
I can say that my internship was very useful for me. I am very thankful to Unitedworld School of
Business,Ahmedabad and Lincoln Pharmaceuticals Ltd. For giving me this opportunity to learn
from the market. Thank you!