PANTHER HEALTH CARE PVT. LTD.

INDEX
Sr.No.

Name of chapter

Page no

1. Introduction

2. Objectives of project

16

3. Company profile

18

4. Marketing mix

34

5. Research methodology

45

6. Data analysis and interpretation

52

7. Recommendation of the study

59

8. Conclusion

77

9. Bibliography

80

10.

84

Annexure

1.
Introduction

Marketing in Pharmaceutical Industry

Marketing management is the practical application of this process. Pharmaceutical industry
plays an important role in building a strong human capital for the country. The importance of
the pharmaceutical industry in the healthcare sector as well as the global economy has been
increasing rapidly. The pharmaceutical marketing is different from consumer marketing, as in
this the products are usually not chosen by the consumers for there convenience, but it is
given by their consultant on their health complaints. Pharmaceutical marketing involves
selling of drugs and medicines to qualifies person who has the basic knowledge of medicines
Selling, consumer goods are quits easy, and involve less risk, but pharmaceutical marketing
involves selling of medicines that too through a mediator (doctor) to the consumer

1.1 Classification of Pharmaceutical Marketing

Pharmaceutical marketing is done in two ways1.) Ethical Marketing / Prescription based marketing.
2.) OTC(Over the counter) marketing.

1. Ethical Marketing / Prescription based marketing:

In pharmaceutical marketing, goods (i.e. medicines) are not sold directly to consumer
but through Physicians / doctors who prescribe the drugs to the patient. Physicians are
perhaps the most important players in pharmaceutical sales. They write the prescriptions that
determine which drugs will be used for the patient. Influencing the physician is key to
pharmaceutical sales. Ethical Marketing involves influencing the physician. In Ethical
marketing importance is given to prescription selling, target customer here is physician who
is qualifies enough to decide which medicine is better for his patient.

2. OTC Marketing:
The OTC stands for 'Over the Counter', which means the direct selling from the chemist
counter without any suggestion or the prescription of the physician. The drugs included major
in this category are the, Analgesics (Pain Killers) Antipyretic (For Fever.) Most of the patients
to save physicians fees do this type of treatment but it is ethically wrong because they don't
understands the MOA (Mechanism of Action) and also the side effects of that drug.

1.2 Launching of the Pharmaceutical Products in Market:

Pharmaceutical marketing is the most challenging in today's world as it is approaching the
millennium. Today's pharmaceutical market is complex and multinational with products
primarily aimed at the maintence and improvement of people's health. Historically, this was
done with large pharmaceutical sales forces.
More than 10,000 sales force-Large Scale Organisation Less 1,000 sales force- Small Scale
Organisation
(Sales representative) meet to the physicians regularly providing information and free drug
samples according to the companies policy to the physicians. This is still the approach today.
As the competition is becoming stiff and due to entrance of
new players in pharmaceutical market, making call to physicians is not sufficient. Today each
and every pharmaceutical company is giving importance of the aggressive marketing along
with the Productive call in the doctors chamber of the medicinal product.
Aggressive marketing of the means providing the proper services to the doctor, chemist &
also take care of patients. Pharmaceutical marketing is stand on four pillars of, Doctor,
Chemist, Distributor, & also on Patients.

1) Physician:Physician is the person who prescribes the drug and is well aware of the medicinal value of
the product.

2) Retailers.:4

Retailer who makes availability of the prescribing product & also providing the guidance in
the proper selection of doctor and about molecule to promote in doctor chamber.

3) Distributors :Distributor makes the proper availability of stock from company for the proper distribution in
the territory chemist and helps in selection of area or town to be covered.

4) Patients :Patients these are the direct and end users of the products. So these are so important.
Company will provide the medicines at the most economical rates for patient' Conveniences.

Pharmaceutical Company
D

T
O
R
S
/
P
H
Y

E
R

1.3 Promotion of Pharmaceutical Product:

The process of convincing the doctor also providing the information to retailer about the
5

product and doctors promise for product and taking order and give to the stockiest make
product available for the patient convenience is major duty of the medical.
Some of the techniques adopted by Pharma Company's are Steps of promotion of
pharmaceutical product.

Special comp nigh for some product

Targeting the Physicians for particular Molecule

Meeting to the physician.
Sampling.
Giving a regular follow-up
Providing informative literature.
Arranging Doctor's meet.

Giving gifts as token of gesture.

Advertisment of the product in books, journals and magazines used by the physicians.
Participate in medical conference.

1.4 CONCEPTUAL FRAMEWORK

Before starting the main project it is necessary to yet analytical with certain concepts so that
it helps to get better understanding of the project following are some of the concept used in
the project.

1) PHARMACY:
Pharmacy is defined as "The art of preparing and dispensing medicines and embodies the
knowledge and skill requisite to carry them out in practice."

2) DRUG:
According to WHO "A drug is any substance or products used or intended to be used to
modify or explore physoplogical system or pathological state for the benefits of the
recipient."
6

3) BULKDRUG:
"Bulk drugs are active or inactive ingredients used in the manufacture of finished dosages
drugs products".

4) COMPOUNDING:
Compounding is defined as "Produce a dosage form of drug other than that manipulation that
is provided for in the directions for use on the labelling of the approved drug product, for
example, the reconstitution of a sterile powder with sterile water for injection.

5) PHARMACIST:
The Person licensees and have operating in conformity and dispensing in response to a valid
prescription.

1.5 Present Scenario of Pharma Companies :

Since independence Pharma industry is contributing towards Indian economy. But with the
major shift in the economy policy i.e. 1991 they are contributing even more than before form
a long period of India Pharmaceutical companies are giving a good contribution through
Ayurved, Homeopathy, allopathic etc. After independence public sector and private sector
Pharmaceuticals companies were the main source of medicines every year for its people.
Now Pharma companies are growing year after year.
Previously the Pharma field was relatively unknown to common people, now with the
progress in the pharmaceutical field people are paying more attention towards this field,
because of the lucrative offering made by the Pharma companies. The change this field can
be gauged from the education in the field of pharmacy. Now many student are diverted
towards the pharmaceutical field of pharmacy. Now many students are diverted towards the
pharmaceutical field and the government is also supporting by way of providing quality
education and other facilities and by opening new colleges that this field grows by leaps and
bounds.
Future in this field has become very bright. It is under constant focus of the people. Now the
Indians are giving more attention towards this field. Since India has second largest population
7

of the world there will be steady increase in demand for the pharmaceutical products.
In India per capital expenditure III drug is very low as compared to the international
standards. India as per capital expenditure of US$-3 against US$-4l2 in Japan and US$-222
in Germany and US#-91 in US. This is not very surprising considering the low literacy level
in India. With improvement in literacy level and health consciousness, the consumption of
pharmaceutical product is bound to increase.
In past 2005 scenario companies will enjoy the benefit for launching the specialized product
without fearing about the benefit for launching the specialized product. The need for the
specialized product is expected to increase with the changing demographic and disease
profile. This is due to increase in income level and changing lifestyle and improvement in
health infrastructure. The market or the companies will grow as they will enter that area to
wide extent. At present there exist wide disparity in terms of medication and health
infrastructure of the sectors. In urban areas nearly 26% of the population is yet to get the
maximum medical coverage to the extent of 67% in the rural sector, which forms 76% of the
population. Population is getting increased gradually, meaning immense potential for these
companies.

1.6 Product Promotional Pattern

In classification various techniques are used to promote and sell a pharmaceutical such as TV
8

advertising, distributing broachers, regular visits by medical representative, gift and sample
distribution. An ethical drug first has to be approved and recommended by a physician and
then sold to the patient or consumer, through medical stores, non ethical or patented products
can be directly sold to the consumer through persuasive advertising through various media
such as newspaper, magazine, radio or TV.
It can be sold through point of sale advertising which means poster in the medical shop or
window displays, but the proportion of non ethical or patented products is hardly about 20%
of the total output of drugs and pharmaceutical products.
Hence an indirect method, a round about way of promotion and distribution has been adopted
in pharmaceutical marketing. It can be shown diagrammatically as given under.

1.CHART

Physician
or Doctors

Patient /

Medical

Direct

Executive

Chemist /
Retailer

Pharmaceutical Product Product

It has been observed that about 15% to 20% products are sold directly to the
institutional customers such as hospitals, nursing homes, etc and above 80% sale is individual
customer on the basis of prescriptionn given to individual and submitted to the druggist.
Hence the primary and most important task for the medical representative is to pay sales calls
to the physicians. He is expected to pay sales calls of about 12 or more physicians everyday
about 25 days a month. He has to plan his sales calls carefully, for which he has to make a
tentative list of physicians in his history.
Company

Central Depot

C & F (Carry and Forward)

District wise Stockist

Retailers

Patients

CHART NO.2

Drug & Pharmaceutical Co.

Managing Director
10

Production

Marketing

Executive

Executive

Sales

Finance

Executive

Executive

State Level

State Level

State Level

State level

1.Division

2.Division

3.Division

4.Division

Area manager

Area manager

Sale

Sale

Supervisor

MR

Supervisor

MR

MR

MR

MR

MR

CHART NO. 3

Flow chart of Pharmaceutical Companies Marketing Team

11

2.
OBJECTIVES
OF
PROJECT

12

Research Objectives:
Objectives of the Project entitled as Marketing Strategy adopted by
PANTHER HEALTH CARE PVT. LTD in Nagpur region is as follows:

To study existing marketing strategies of company.

To study the promotional of product among field force and distribution

channels.

To observe product and improvement (if needed) to meet a changing market

need or customer's taste.

To study the sales ranking of the various products of Companies as per ORG
IMS.

To check the potentiality of the doctors.

To undertake study of selected potential doctor on the basis of random sampling.

Scope of study:
The study is related with District. In the project work there is enumerate the customer
behaviour and the market scenario of the pharmaceutical products and also the factors the
marketing of the pharmaceuticals.

13

3.
Company profile

14

Company Profile
2A] History of company:
PANTHER HEALTH CARE PVT. LTD is ISO 9001 leading pharmaceutical company
having its registered office in Merut. PANTHER HEALTH CARE is a leading
pharmaceutical company of India ranked 7th in all over India and 4th in North India as per
ORG-IMS, & Prescription Audit, and March, 2006. As per Stockiest Secondary Audit March
2006, PANTHER HEALTH CARE ranked 13th position in India. PANTHER HEALTH
CARE has growth rate is 66% annually and in top 20 fastest growing companies PANTHER
HEALTH CARE ranked at 7th position as per ORG-IMS in all over India. Also according to
Prescription Audit (Medical Audit) Sep 2006 PANTHER HEALTH CARE ranked State wise
asNorth India: 07

East India: 16

West India: 04

South India : 21

The Company was launched in year '2005' with a goal to serve the suffering humanity and to
reach out even to those corners of the country where nobody had ventured before. From a
modest beginning in 2005, PANTHER HEALTH CARE was able to achieve, a turnover of
"550 corer" (latest achieving figures).

15

Spotlight
Giant steps from PANTHER HEALTH CARE
PANTHER HEALTH CARE PVT. LTD is one of the fastest growing domestic
pharmaceutical companies, making a strong impact on the Indian pharma scene for the past
decade since it came into existence.Sapna Dogra finds more

Impressive growth
The story of PANTHER HEALTH CARE PVT. LTD is one of inspiration, persistence and
perseverance. From a humble beginning in 2005 with a capital investment of about Rs 50
lakh, PANTHER HEALTH CARE was able to achieve a turnover of over Rs 2 crore in the
year 2005 from a modest Rs 3.5 crore in the year 2005. With a market share of about 1.75
percent of the Rs 3 crore domestic pharma

16

market, PANTHER HEALTH CARE has a strong presence in antibiotics, antifungals,

nutritionals, gastrointestinals, NSAIDs, antihelmintics and ED categories. They have many
brands that ranked number.
When it started in 2005, PANTHER HEALTH CARE had a presence in just two states.
Today, PANTHER HEALTH CARE covers the entire length and breadth of India. The
company focuses on the grassroots by tapping small towns and rural areas through its team of
about 1,900 medical representatives. It is doing fairly well even in cities like Delhi, Chennai,
Mumbai.
The company is aggressively expanding its domestic sales through its existing divisions,
namely PANTHER HEALTH CARE, Discovery PANTHER HEALTH CARE and Life Star,
as a business strategy. For instance, the PANTHER HEALTH CARE division has a mixed
bag of cardiovascular and diabetic products. PANTHER HEALTH CAREs domestic
formulations business is expected to grow at a whopping 40 percent.
The Discovery PANTHER HEALTH CARE division was launched about two-and-a-half
years ago. With a field force of 650 medical representatives and managers, already quite a
few brands of Discovery PANTHER HEALTH CARE have reached to the top five positions
in their respective segments. The relatively new Life Star division is yet another sister
concern of PANTHER HEALTH CARE PVT. LTD, which has inducted around 100 field
people so far. The focus of Life Star division of PANTHER HEALTH CARE is on
ophthalmology and the dermal segment. Very soon, it will be entering into anti-malarial
segment.

17

Driving force
The driving force behind this rising juggernaut is the Managing Director, AMAN KHAN,
whose vision and unrelenting perseverance has made PANTHER HEALTH CARE a force to
reckon with. In fact, his personal life is a source of inspiration to
many. A science graduate, Khan worked at Lupin as a Manager
before he set up his own outfit. Reminiscing, Khan says, PANTHER

AMAN KHAN

HEALTH CARE was launched as a very small entity in Roorkee with

Managing Director

about 20 products, which mainly included vitamins, painkillers and

antibiotics. "Even the name 'PANTHER HEALTH CARE' was chosen deliberately because
we wanted to serve PANTHER HEALTH CARE and suffering people. Our aim is to reach
out even to those corners of the country where nobody had ventured before," reveals Khan.
What is the secret of such stupendous growth? "We believe in sharing our fortunes within the
company amongst all employees," claims Khan. The incentive policy is such that it makes
our people work hard, adds Dr Sanjay Kaul, GM, Project Management Team. "We always
think about the patients, the consumers and hence we have always lowered the price bands,"
informs Khan, who also wants to build a charitable hospital in Roorkee for the
underprivileged.

18

2C] Achivements of the company:

Seven brands Ranked No. 1 and around 15 brands in top 5 positions (as per ORG-IMS
STOCKIST SECONDARY AUDIT, March 2007) form the core of the strategic brands of the
company.

LIST OF PRODUCTS

PRODUCTS ON FORM -28

S.No.

Name of Product

Composition

BECLODERM CG

Composition

OINTMENT

Beclomethasone Dipropionate I.P

Clotrimazole I.P.

0.025%w/w
1%w/w

Gentamicin Sulphate I.P.

eq. to Gentamicin

0.1% w/w

Ointment base. qs.

BECLODERM N

Composition

OINTMENT

Beclomethasone
Dipropionate

I.P

0.025%w/w

Neomycin Sulphate

I.P

0.5% w/w

Ointment base. Qs

19

BECLOMET-GM
CREAM

Composition
Beclomethasone
Dipropionate

I.P.

0.025%w/w

Gentamicin Sulphate I.P.

eq. to Gentamicin

0.1% w/w

Miconazole Nitrate I.P.

2.0%w/w

Cream base..qs.
5

Betnomet Cream
Composition
Betamethasone Valerate

IP 0.1%w/w

In a Cream base..qs.

BETNOMET-N CREAM

Composition
Betamethasone Valerate I.P.

0.12%w/w

Neomycin Sulphate

0.5%w/w

I.P.

Cream base..qs.

20

ON FORM 28

Fungi Plus Ceram

Composition
Gentamicin Sulphate

I.P.

Eq to Gentamicin

0.1% w/w

Fluocinolone Acetonide I.P

0.01%w/w

Gentamicin Sulphate

Miconazole Nitrate

Fluocinolone Acetonide

a Cream base..qs.

Miconazole Nitrate

I.P.

2.0%w/w

Cream

Quadarm cream

Composition
Beclomethasone
Dipropionate

I.P

Sulphate

Gentamicin Sulphate

I.P.

Tolnaftate

as Gentamicin

0.1% w/w

Iodochlorhydroxyquinoline

Tolnaftate U.S..P

1.0% w/w

Chlorocresol

Iodochlorhydroxyquinoline I.P. 1.0% w/w

Beclomethasone
Dipropionate Gentamicin

caream

Chlorocresol I.P.

0.025% w/w

0.1% w/w
21

(as preservative)
in a cream base.

qs

ON FORM 25

DICLO gel

Composition
Diclofenac Diethylamonium salt 1.16%w/w
Eq to Diclofenac Sodium IP
In a gel base

Neodine Ointment

1.0%w/w
qs

Composition
Povidone Iodine

IP

5.0%w/w

(Available Iodine

0.5%w/w

Water soluble Ointment base

qs

Povidone Iodine
Ointment

Burnil cream

Composition
Silver sulfadiazine
in a cream base.

USP

1.0%w/w
qs

Silversulphadiazine

22

cream

Tablets Section on form 25

S.N
o

Name of Products

Composition

Spasnol

Each uncoated tablet contains

Dicyclomine Hydrochloride
20mg

Dicyclomine
Hydrochloride &
Paracetamol Tablets

DP - Gesic

Diclofenac sodium
& Paracetamol Tablets

I.P

Paracetamol
500mg

I.P

Exipeients ..q.s
Each uncoated tablet contains
Diclofenac sodium
50mg

I.P

Paracetamol
325mg

I.P

Exipeients ..q.s
3

Pento-40

Each enteric coated tablets contains

Pantoprazole Sodium Sesquihydrate
Eq to Pantoprazole
40mg

Pentoprazole Tablets
40mg

Libocet

Exipeients .. .q.s
Approved Colour use
Each film coated tablet contains
Levocetirizine Dihydrochloride
5mg

Levocetrizine
Dihydrochloride

I.P

Exipeients ..q.s

23

Tablets

Color: titanium dioxide I.P

Paramol

Each uncoated tablet contains

Paracetamol Tablets
I.P
500mg

PENCET

Cetirizine
Hydrochloride Tablets

PANOF-200

Paracetamol
500mg

I.P

Exipeients ..q.s
Each film coated tablet contains
Cetirizine Hydrochloride
10mg

I.P

Exipeients ..q.s
Each film coated tablet contains
Ofloxacin
200mg

Ofloxacin Tablets I.P

Exipeients ..q.s
Color titanium dioxide

MEFSPAS

I.P

IP

Each uncoated tablet contains

Dicyclomine Hydrochloride IP
mg

Dicyclomine
Hydrochloride &
Mefenamic acid Tablets

Mefenamic acid
mg

IP

10.0
250.0

Exipeients ..q.s
Color : Tartrazine

24

Tablets Section on form 28

1

Betasol

Each uncoated tablet contains

Betamethasone sodium phosphate I.P
Eq to Betamethasone
0.5mg

Betamethasone Tablets
IP

Dekasone

I.P

Exipeients ..QS
Color Erythrosine

I.P

Each uncoated tablet contains

Dexamethasone
0.5mg

Dexomethasone
Tablets IP

Calfit

I.P

Exipeients .q.s
Approved Colour use
Each film coated tablet contains
Calcium carbonate
1250mg

I.P

(for an organic source oyster shell)

Calcium with Vitamin
D3
Tablets

Eq to Calcium
500mg
Vitamin D3
250 IU
Exipeients ..q.s
Approved Colour use

25

26

Liquid Section on form -25

27

S.N
o

Name of Products

Composition

Spansol Drops

Each ml contains

Dicyclomine &
Dimethicone drops

Dicyclomine
10mg

hydrochloride

IP

Simethicone
40mg

IP

Flavoured syrupy base.qs

Color: Sunset yellow FCF
2

Panof Suspension

Each 5ml contains

Ofloxacin

IP

50mg

Flavoured syrupy base.qs

Color : Approved color use

Panof-ORD Suspension

Each 5ml contains

Ofloxacin

IP

Ofloxacin &

Ornidazole

Ornidazole susp.

Flavoured syrupy base.qs

50mg

IP

125mg

Color : Approved color use

4

LEVNEXY Susp.

Each 5ml contains

Levofloxacin Hemihydrate

Levofloxacin
Hemihydrate

Eq to Levofloxacin
100mg
Flavoured syrupy base.qs

syrup

Color: Sunset yellow FCF

Proheptin Plus Syrup

Each 5ml contains

Cyproheptadine
Hydrochloride &
Tricoline citrate Syrup

IP

Cyproheptadine Hydrochloride
2mg

IP

(Anhydrous)
Tricoline citrate
275mg
Sorbitol 70% (Non Crystalline) .qs
Color : Caramel IP

Ptralka Syrup

Each 5ml contains

Di sodium hydrogen citrate BP
1.4gm
Flavoured syrupy base.qs

28

Liquid Section on form -28

PANBION-L Syrup
1.
(For Prophylactic use)

Each 5ml contains

Thiamine Hydrochloride
2.0 mg

IP

Riboflavin Sodium Phosphate IP

2.5mg

Vitamin-B Complex Syrup

with Lysine

Nicotinamide
15.0mg

IP

D-Panthenol
3.0mg

IP

Cyancobalamine

IP
29

1.0mcg
L-Lysine mono Hcl
50.0mg

USP

Flavoured syrupy base

qs
Colour : Carmoisine
2

PANORANGE Syrup

Therepeutic use

Each 15ml contains

Ferric ammonium citrate

IP

160mg

Folic acid

IP

0.5mg

Cyanocobalamine

IP

7.5mcg

Flavored syrupy base.qs

Approved colour use

AZY

Susp.

Each 5ml contains

Azithromycin

IP

As Azithromycin (Anhydrous)
50mg
Flavored syrupy base.qs
Color : Approved colour use

30

31

S.No
1.

BRAND NAME
Omeprazole Capsule IP
Panzole-20

COMPOSITION
Each Hard Gelatin Capsule Contains :
Omeprazole

IP

20mg

(As enteric coated granules)

Excipients

qs

Approved colours used in empty hard gelatin capsule shell

2.

Omeprazole & Domperidone

Capsule
Panzole-D

Each Hard Gelatin Capsule Contains :

Omeprazole

IP

20mg

IP

10mg

(As enteric coated granules)

Domperidone
(As sustained release pellets)

Excipients
qs
Approved colours used in empty hard gelatin capsule shell
3.

Rabeprazole & Domperidone

Capsule
Panrab-DSR

Each Hard Gelatin Capsule Contains :

Omeprazole

IP

20mg

(As enteric coated granules)

Excipients

qs

Approved colours used in empty hard gelatin capsule shell.

4.

Carbonyl Iron, Folic Acid

Each Hard Gelatin Capsule Contains :

& Zinc Sulphate

monohydrate With

Elemental Iron

Adenosylcobalamine
Panfer

100mg

(As Carbonyl Iron)

Folic Acid

IP

1.5mg

Zinc Sulphate monohydrate USP

Equivalent to Elemental Zinc

22.5mg

Adenosylcobalamine

100mcg

Excipients

qs

Approved colours used in empty hard gelatin capsule shell.

Appropriate overages of vitamins added to compensate for

loss on storage
5.

Tetracyline Hydrochloride

Each Hard Gelatin Capsule Contains :

32

Capsule IP
Pantetra-250

Tetracyline Hydrochloride IP

250mg

Excipients

qs

Approved colours used in empty hard gelatin capsule shell

6.

Tetracyline Hydrochloride
Capsule IP
Pantetra-500

Each Hard Gelatin Capsule Contains :

Tetracyline Hydrochloride IP

500mg

Excipients

qs

Approved colours used in empty hard gelatin capsule shell

7.

Chloramphenicol
Capsule IP
Panchloro-250

Each Hard Gelatin Capsule Contains :

Chloramphenicol

IP

250mg

Excipients

qs

Approved colours used in empty hard gelatin capsule shell.

8.

Chloramphenicol
Capsule IP
Panchloro-500

Each Hard Gelatin Capsule Contains :

Chloramphenicol

IP

500mg

Excipients

qs

Approved colours used in empty hard gelatin capsule shell.

9.

Loperamide Hydrochloride
Capsule IP
Loperapan

Each Hard Gelatin Capsule Contains :

Loperamide Hydrochloride IP

2.0mg

Excipients

qs

Approved colours used in empty hard gelatin capsule shell.

10.

Pantoprazole & Domperidone

Capsule
Panto-DSR

Each Hard Gelatin Capsule Contains :

Pantoprazole Sodium Sesquihydrate IP
Eqv.to Pantoprazole

40mg

(As enteric coated Pellets)

Domperidone

IP

30mg

(As sustained release pellets)

Excipients

qs

Approved colours used in empty hard gelatin capsule shell.

The company has outperformed the growth of the Pharma industry in India by growing at the
33

rate of more than 66% year after year and ranking among the top 10 most aggressive in new
launches Pharma companies in India (ORG - IMS, March 2005). From a field force of 53 in
2005, today the total strength has reached to 2600 Medical Representatives and Managers
working in almost all parts of the country.
The company has well defined processes of Production, Quality control, Distribution,
Marketing, Training and Human Resource Development. PANTHER HEALTH CARE has a
very strong market presence in Antibiotics, Antifungals, Gastrointestinals, NSAIDs,
Anthelmintics and Erectile Dysfunction categories with many brands ranked no. I such per
(ORG-IMS, Retail Audit 2005). PANTHER HEALTH CARE says their strength lies in our
people.
To meet the increased demand of the products PANTHER HEALTH CARE is setting up a
state of the art Inject able manufacturing unit and a world class R & D centre in Paonta Sahib
(H.P). The company has already purchased 60,000 Sq. mts. Land and shall be investing Rs. 1
crore to set up the facilities which shall be operational by Oct' 2006.
The manufacturing unit in Paonta Sahib shall enjoy the benefits of excise exemption. Another
unit under the banner of PHARMA FORCE having capsule and tablet manufacturing
facilities, shall be operational in Paonta Sahib by June' 2005.

2.D] Network of Company:

From two states in 2005, PANTHER HEALTH CARE today covers the entire length and
34

breadth of India. Our products are available across the country. Including the remote pockets
serviced by 33 C & F agents & a comprehensive network of 3500 stockiest (Latest figure).

2.E] Company's Vision:

Company's Vision is to become one of the most admired Pharma companies in India. And by
year 2010 we want to be among the top 10 pharmaceutical companies of India.

2.F] company's Mission:

Vision of the company is very simple and distinct. The company's mission is "Serve the
Humanity".

2.G] Marketing strategy adopted by PANTHER HEALTH CARE

PVT. LTD :
Marketing is the act or process of buying and selling in a market. According to Peter Drucker,
Marketing is : "Marketing and innovation are the two chief functions of business. You get
paid for creating a customer, which is marketing. And you get paid for creating a new
dimension of performance, which is innovation. Everything else is a cost center : "Marketing
is commercial functions involved in transferring goods from producer to consumer. The
American Marketing Association suggests that Marketing is "the process of planning and
executing the pricing, promotion, and distribution of goods, ideas, and services to create
exchanges that satisfy individual and organizational goals."

Marketing Strategies:
The strategies define general approaches you will take to meet your objective. To be most
effective, marketing strategies should be integrated into marketing plan (which in turn should
be part of the business plan). By integrating strategies into overall company plans, better
business objectives can be achieved. Marketing strategies are the result of a meticulous
market analysis.
Marketing strategies adopted by PANTHER HEALTH CARE PVT. LTD. PANTHER
HEALTH CARE PVT. LTD is leading pharmaceutical company having a range of product
used as medicine. The company has the sound marketing strategy, which has helped the
company to prosper. Since Pharma marketing is indirect marketing, company has developed
strategy to sustain and to prosper in the market.
The main features / characteristics company's marketing strategy mainly includes35

1.

Company has framed the strategy keeping III core the prescribers.

2.

Company has also framed strategy keeping III mind the retailers also.

3.

Company has developed strategy keeping in view the Sales force that is the important
weapon of the company.

4.

Company has given prime importance to the patient I.e. direct customer by making
economy in the product.

5A] Strategy for prescribes physicians:

Physicians are the target customers for the company; hence the company is always
trying to develop the strategy so that there is increase in the physicians.
The strategy developed for the doctors mainly includes *

Conduction survey.

Checking the potentiality of the doctors.

Positioning of the product.

Detailing of the products to the doctors.

Sampling

Regular follow-ups

Providing the informative literature.

Oragansing Health check-up camps.

Categorizing Doctor according to the prescription support.

Giving Gifts as token for gesture.

Sponsorships.

36

"A Quality market survey is the key for the success".

Company always follows this principle strictly. Company has its own format of
survey, which has to be filled at chemist retailer counter.
The purpose of this mainly includes.
*

To check the potentiality of the doctor in terms of patients checked,

prescription generated by the doctors, and rupees value of the prescription.

*

To check the liking of the Doctor in particular molecule, combination.

To check the existence of the competitor product & if exist what is the

position of the competitor's product.

Positioning means placement of product in the market by identifying the needs of the
customer. By Positioning the product the company is able to more precisely meet the needs of
more customers and consequently to gain a higher overall level of share or profit from a
market. And also positioning is depending on the seasonal requirements. In Pharma
marketing the positioning of the product is done the basis of the indication in which the drug
has the medicinal values and accordingly the product is promoted. PANTHER HEALTH
CARE PVT. LTD also follows the same principle. However they have been categorized
depending upon the benefits of the product in the disease or disorder.

For example :
The drugs used in treatment of hyperacidity are categorized & Proton pumps inhibitors
and is positioned and promoted to the Gastroenterologist mainly, who are specialist in the
treatment of ulcer of stomach or intestine.
After conducting the survey and determining the potentiality of the doctors, the next step
is to meet the doctor personally and detail him the quality and benefits of the product."
PANTHER HEALTH CARE PVT. LTD always believe in Productive call."
Company appointed medical representative who perform this job by means of a visual
37

aid does the detailing of product to the doctors. Visual aid is a printed material, which
visualizes the USP's (Unique selling point of the product) and important aspects of the
product.
As the name suggest the Visual aid helps to emphasis the benefits of the product visually.
Company always tries to use the visual aid, which will magnify the benefits and USP,s of the
product effectively.
Sampling is a free distribution of the product to the doctor, so that he can ensure result of the
products. Sampling is done to the physician and to the doctors through the M.R. so that the
doctor can give the product to the patients and ensure the result of the product in the Patient.
The sampling policy of Company is quite specific.
This is another important marketing tool, which the company is using tactfully & skillfully.
Regular follow-ups means doing something special or unique which will make the doctor to
remind the product or conducting the activity that will continuously hammer the product in
the doctor's mind.
Regular follow-up mainly include sending a reminder card to the doctors, requesting the
doctor to prescribe the product. Sending reminder cards also include drafting & sending a
thanks-giving note to the doctor for extending their prescription support to the doctor.
Company always give emphasis on importance of regular follow up.
As the name suggest the Visual aid helps to emphasis the benefits of the product visually.
Company always tries to use the visual aid, which will magnify the benefits and USP,s of the
product effectively.
Sampling is a free distribution of the product to the doctor, so that he can ensure result of the
products. Sampling is done to the physician and to the doctors through the M.R. so that the
doctor can give the product to the patients and ensure the result of the product in the Patient.
The sampling policy of Company is quite specific.
This is another important marketing tool, which the company is using tactfully & skillfully.
Regular follow-ups means doing something special or unique which will make the doctor to
remind the product or conducting the activity that will continuously hammer the product in
the doctor's mind.
38

Regular follow-up mainly include sending a reminder card to the doctors, requesting the
doctor to prescribe the product. Sending reminder cards also include drafting & sending a
thanks-giving note to the doctor for extending their prescription support to the doctor.
Company always give emphasis on importance of regular follow-up. The company have
made it mandatory that, each and every medical representative should send reminder cards to
the doctors. For the doctors located at distance, Company asked the M.R. to send postcards
regularly that too hand written.
As the mission indicates company's aim IS to serve humanity. Supplying informative
literature is apart of it. Informative literature is supplied to the doctors; physician. The
purpose behind supplying literature is to make the doctor's aware about the medicinal value
of the product. Informative literature is very important tool in launching of a new product, as
the product is new it is necessary to supply the informative literature with specific and valid
references, so that the doctor is convinced about the product and its benefits. Sometimes
literature is also provided with the aim of crating health aware Company use effectively both
type of literature.
This activity is carried out by the company to meet with mission of company. Company also
arranges regular heath check-up camps are organized by company. Such type of camps serves
dual purpose for the company.
By organizing such camps company shows that they aim of creating health aware. At the
same time through such camps company promote their products to doc. Recently company
organized a BMD camp (bone Mineral Density Test Camp) with aim of determining the bone
calcium level and to promote their product "Calcikind".
Once the product is promoted to the doctor and regular follow-up is given the corn ask their
medical representative to categorize the doctors on the basis of the prescribe support per
month.
Prescription Support is valued in terms of money value, accordingly the doctor
categorize as :
* Most, important doctors (M.LP.), generating prescription-has rupees value
5000-10000 per month.

39

* Very important doctors (V.LP), generating prescription-has rupees value

2500 - 5000 per month.
General Category (G.P.) generating prescription having rupees up to 1000 - 2500 per month.
This is supplementary method adopted by the company to boost up the sell. In this method
depending upon the category of the doctors; Gifts are given as token fir gesture. Giving Gifts
gives an impression in the mind of the doctor that they are special for the company.
This IS another supplementary method adopted by the company to boost up the sell. In this
method company gives sponsorship to the doctor for the IMA conference organized.
Beside the main marketing strategy adopted by the company the company has also adopted
the other strategies which mainly includes,
*

Strategy related to Price.

Strategy related to the chemist.

In today's world medication is becoming costlier and people are looking towards economy in
medication. PANTHER HEALTH CARE has very well understood this human psychology
and has skilfully developed strategy to use this psychology for marketing purpose.
PANTHER HEALTH CARE selling their product at the price economic to the patient
purpose behind adoption of such strategy is to create liking in the mind of the prescribers /
doctors & to create a long-term prescription support from the medicinal professionals.
Another reason behind selling product at economic price is to influence the prescription
behaviour of the prescribers / doctors.
Chemist is also an important pillar in pharmaceutical marketing. All the efforts are in vain, if
the doctors prescribe the product but it is not available with the chemist. PANTHER
HEALTH CARE has understand the importance of the chemist have in pharmaceutical
marketing and has developed separate strategy keeping in core the chemist.
*

Giving Discount on purchase.

Giving Additional offers on purchase.

40

Giving gifts on purchase.

Facility of expiry reimbursement.

In this type of the marketing strategy PANTHER HEALTH CARE is trying to

influence the chemist purchase behaviour.

When it started in 2005, PANTHER HEALTH CARE had a presence in just two states.
Today, PANTHER HEALTH CARE covers the entire length and breadth of India. The
company focuses on the grassroots by tapping small towns and rural areas through its team of
about 1,900 medical representatives. It is doing fairly well even in cities like Delhi, Chennai,
Mumbai.
The company is aggressively expanding its domestic sales through its existing divisions,
namely PANTHER HEALTH CARE, Discovery PANTHER HEALTH CARE and Life Star,
as a business strategy. For instance, the PANTHER HEALTH CARE division has a mixed
bag of cardiovascular and diabetic products. PANTHER HEALTH CAREs domestic
formulations business is expected to grow at a whopping 40 percent.
The Discovery PANTHER HEALTH CARE division was launched about two-and-a-half
years ago. With a field force of 650 medical representatives and managers, already quite a
few brands of Discovery PANTHER HEALTH CARE have reached to the top five positions
in their respective segments. The relatively new Life Star division is yet another sister
concern of PANTHER HEALTH CARE PVT. LTD, which has inducted around 100 field
people so far. The focus of Life Star division of PANTHER HEALTH CARE is on
ophthalmology and the dermal segment. Very soon, it will be entering into anti-malarial
segment.

41

4.
MARKETING MIX

42

What is Marketing?

The term marketing has changed and evolved over a period of time, today marketing
is based around providing continual benefits to the customer, these benefits will be provided
and a transactional exchange will take place.
The Chartered Institute of Marketing define marketing as The management process
responsible for identifying , anticipating and satisfying customer requirements
profitability
If we look at this definition in more detail Marketing is a management responsibility and
should not be solely left to junior members of staff. Marketing requires co-ordination,
planning, implementation of campaigns and a competent manager(s) with the appropriate
skills to ensure success.
Marketing objectives, goals and targets have to be monitored and met, competitor strategies
analysed, anticipated and exceeded. Through effective use of market and marketing research
an organisation should be able to identify the needs and wants of the customer and try to
delivers benefits that will enhance or add to the customers lifestyle, while at the same time
ensuring that the satisfaction of these needs results in a healthy turnover for the organisation.
Philip Kotler defines marketing as satisfying needs and wants through an exchange
process
Within this exchange transaction customers will only exchange what they value
(money) if they feel that their needs are being fully satisfied, clearly the greater the benefit
provided the higher transactional value an organisation can charge.
P.Tailor of www.learnmarketing.net suggests that 'Marketing is not about providing
products or services it is essentially about providing changing benefits to the changing
needs and demands of the customer (P.Tailor 7/00)'
43

Marketing is a social and managerial function that attempts to create, expand and maintain a
collection of customer. A market - focused, or customer focused, organization first determines
what its potential customer desires, and then builds the product or services. Marketing theory
and practice is justified on the belief that the customer uses a product/ service has a perceived
benefit.
Marketing touches everyone's life. The American Marketing association defines marketing as
"the process of planning and executing the conception, pricing, promotion and distribution of
the ideas, goods and services to create exchanges that satisfies individual and organizational
objectives. Paul Mazur defined marketing as the creation and delivery of a standard of living
to society. Marketing is a compressive term and includes all resources and a set of activities
necessary to direct and facilitate the flow of goods from the producer to the consumer in the
process of distribution

What is Niche Marketing ?

A niche market is a focused targetable portion (subset) of a market.

By definition, then, a business that focuses on a niche market is addressing a need for a
product or service that is not being addressed by mainstream providers. A niche market may
be thought of as a narrowly defined group of potential customers.
A distinct niche market usually evolves when a potential demand for a product or service is
not met by any supply, or when a new demand arises due to changes in society, technology, or
the general environment.
Niche market ventures may become profitable even though they are by nature small in
comparison to the mainstream marketplace, or monopoly. due to the benefits of specialization
and focus on small identifiable market segments; even without the benefit of economy of
scale. Niche markets may be ignored or discounted by large businesses due to what they
consider to be small potential; this in turn is part of the process that makes the niche market
available to smaller businesses. The key to capitalizing on a niche market is to find or
44

develop a market niche that has customers who are accessible, that is growing fast enough,
and that is not owned by one established vendor already.

Etymology
The term "niche" (pronounced nich, nsh, or nish) was first used by ecologists to
describe a species' position and use of resources within its environment. When used in
business the term implies a situation or an activity perfectly suited to a person or a given type
of personality. This concept has been extended from persons to products on the market.
Whereas a niche in the strict sense can be a working position or an area suited to a person
who occupies it, the market niche is perfectly suited for a product of human labour.

Marketing in and for niche markets

Niche marketing is the process of finding and serving profitable market segments
and designing custom-made products or services for them. For big companies those market
segments are often too small in order to serve them profitably as these market segments often
lack economies of scale. Niche marketers are often reliant on the loyalty business model to
maintain a profitable volume of sales.

Online niche marketing

An often used technique for affiliate marketers. By seeking out smaller segments
of larger markets, a website can be developed and promoted quickly to uniquely serve a
targeted and usually loyal customer base, giving the affiliate a small but regular income
stream. This technique is then repeated across several other niche websites until a desired
income level is achieved.

Marketing Mix
The Marketing Mix. is a term used to describe the combination of tactics used
by a business to achieve its objectives by marketing its products or services effectively to a
particular target customer group. It is also referred to as the .4 Ps. . Product, Price, Promotion
and Place, or the .7 Ps. . the 4 Ps with the addition of People, Process and Physical Evidence.

45

Why it is important?
Businesses need to make sure they are marketing .
_ The right product to
_ The right person at
_ The right price in
_ The right place and at
_ The right time
For example, if you manufacture pens, and have decided to target schoolchildren, it would be
more appropriate to market .
_ Coloured ballpoint pens (product)
_ At a low price (price)
_ Selling them through newsagents and stationers (place)
_ And promoting them through point of sale material (promotion) than it would be to market .
_ Gold fountain pens (product)
_ At a high price, including insurance against loss (price)
_ Selling them through specialist outlets and jewellery stores (place)
_ And promoting them in glossy magazines and Sunday Supplements (promotion)

What you should do?

Make sure you have identified each of your target customer groups. If you have not
already done so and would like further information on grouping your customers, take a look
at our 10-minute Target Customer briefing. Now, with each customer group in mind, work
through the steps outlined below.

46

Product
Marketing is about identifying, anticipating and satisfying customer needs. You
need to be sure that your products and services continue to meet your customers. needs.
1. Carry out simple research by asking your customers .
_ What they think of each product/service
_ How satisfied are they with the quality
_ How satisfied are they with any support services you may provide
_ How effective it is in meeting their needs
_ How they see their needs changing in the short and long term future
2. Carry out step 1 for each product or service you offer
3. Have a system for collecting and analysing feedback from your customers so that ideas are
fed into a new product development process that is ongoing.

47

4. Ask yourself what stage of the product life cycle your products or services have reached.
The .product life cycle. is one way of looking at how the marketing mix links together.
Products are said to go through stages . an introductory stage, a growth stage, a mature stage
and a decline stage. At each stage a slightly different mix is appropriate .
5. Analyse the profitability of each product/service you offer. For more information on
calculating this, take a look at the 10-minute 80/20 Rule. Which products/services make the
biggest contribution or provide the highest profitability? What support services do you offer
with each
product? Could it be improved, adding value with little cost?

Place
Place is the means of distribution you select depending on the type of product or service you
are marketing.
Your choice will impact on your pricing and your promotion decisions.
1. Are the customers for your products and services consumers or businesses? If they are
consumers you will have three main options .
48

_ Selling to wholesalers who will sell to retail outlets who will sell on to the consumer
_ Selling direct to retail outlets
_ Selling direct to the customer
If your customers are businesses you will probably sell to them direct through your own sales
force.
2. If you sell through wholesalers and retailers, remember when you price your products that
they will each want their own mark-up to cover their overheads. You will also need to
promote your products and services to all members of the channel. Wholesalers and retailers
will have to be persuaded to stock your product and end customers to buy them.
3. If you are selling to businesses you will have to cover the cost of a sales force. This can be
an expensive overhead and will again impact on your pricing.

Price
Price generates profit so is an important element of the mix. You need to consider 1. What your target group of customers will be prepared to pay for your product or service. It
is
important not to set the price too low as customers may think there is something wrong with
the product. Equally, if you set the price too high, customers may think that it is too
expensive for the benefits offered. Think about how you have positioned. your product in
terms of quality. This will help you to assess how to price it.
2. What it costs you to produce it. This will show you what you need to charge and not what
you could or should charge. However, if you do not calculate what it costs you to produce
your product correctly, the more you sell, the more you will lose. Don.t forget to make an
allocation for costs such as selling which are usually treated as fixed.

49

3. What your competitors charge. Look at your competitors. web sites, or simply phone them
and ask for a price list or quotation.

Promotion
The promotional mix is made up of 5 elements:
_ advertising
_ sales promotion
_ public relations
_ direct marketing
_ personal selling
The combination of tools you use depends on the budget you make available,
the message you wish to communicate and the group of customers you are targeting. To find
out more about developing a promotional mix as part of your wider marketing mix, take a
look at the 10-minute

Some of the following Products of the PANTHER HEALTH

CARE PVT. LTD are pictured below.

50

51

52

KALORIE
ONE
KALORIE ONE
KALORIE ONE

53

5.
REASEARCH
METHODOLOGY

54

Research Methodology:
Research is common parlance refers to a search for knowledge. Research can define as a
scientific and systematic research on a specific topic. In fact, research is an art of scientific
investigation. The dictionary meaning of research is as "a careful investigation or inquiry
especially through search for the new facts in any branch of knowledge. Some consider
research as movement, a movement from known to unknown. Research may be defined as a
systematic and objective analysis and recording of controlled observations that may lead to
the development of generalization of principles or theories resulting in prediction and
possibly ultimate control of events.
Methodology is often used in a narrow sense to refer to methods, technology or tools
employed for the collection of data as well assist processing. This is also used come times to
designate data collected to arrive at the conclusion. It provides answers to some of the major
question while research like what must be done, how it will be done, what data will be
needed, what data gathering devices will be employed, now sources of data will be analyzed
to arrive at the conclusion.

3A] Issues Related to Research Study:

1.

Research objectives

2.

Research Methodology

3.

Limitations.

3.B] Research Objectives:

Objectives of the Project entitled as Marketing Strategy adopted by
PANTHER HEALTH CARE PVT. LTD in Nagpur region is as follows:

55

To study existing marketing strategies of company.

To study the promotional of product among field force and distribution

channels.

To observe product and improvement (if needed) to meet a changing market

need or customer's taste.

To study the sales ranking of the various products of Companies as per ORG
IMS.

To check the potentiality of the doctors.

To undertake study of selected potential doctor on the basis of random sampling.

3C] Scope of study:

The study is related with District. In the project work there is enumerate the customer
behavior and the market scenario of the pharmaceutical products and also the factors the
marketing of the pharmaceuticals.

3D] Research Methodology:

3Da Research Design:
Research Design is type of blueprint prepared depending on various types of blue prints
available for the collection, measurement, and analysis of data. Research Design calls for
developing the most efficient plan of gathering the needed information. The design of the a
research study is based on the purpose of the study.
A Research Design IS the specification of method and procedure for acquiring the
information needed. It is over all operation pattern or framework of the project that Stimulate
what information is to be collected from which source by what procedures research purpose
may be categories into four categories as.
i)

Exploration

ii)

Descriptive

iii)

Diagnosis
56

iv)

Experimentation

A flexible research design provides opportunity for considering many different aspects of a
problem considering appropriate. The purpose of the research study is of the Descriptive type
i.e. the complete random selection of the sample from the universe.

3Db Descriptive Study:

Descriptive study is undertaken in many circumstance when there is interest in knowledge.
The characteristic of certain groups such a age, sex, educational level, occupation or income,
interested in knowing the proportion of in a given population who have behaved in a
particular manner, making the projection of certain things or determining the relationship
between two or more variable , descriptive study may be
Descriptive Research is the formal designs, such as completely randomized designed,
randomized block design ,Latin square design simple and complex factorial designs , In this
project the Randomized sample design should be implemented for the research purpose.
Descriptive data are commonly used for the marketing decisions, these Studies are well
structure. Design in such studies must be rigid and flexible and must focus attention of
following What the study is about and why it being made?
What techniques of gathering data will be adapted?
How much material will be needed?
Where required data are can be found?
Processing and analyzing of the data
Reporting and findings.

Descriptive study can be done with help of quantitative research. If descriptive information is
needed then a quantitative study is likely to the needed. The choice of data collection
techniques for this study includes. Descriptive study is likely can be done with help of
quantitative research.

57

Quantitative Research Design:

The choice of data collection techniques for this study includes.

Observation

Experimentation

Survey

In this project, the survey method is adopted for collecting

the data by the various techniques as.
1)

Personal interview - through correspondent

2)

Telephone survey - through telephone

3)

Questionnaire - By making the set of question & giving it to the respondent to

collect the data.

3.E] Research Methodology Adopted:The Research Methodology adopted III the project IS purposive where information collected
& utilized to study the marketing strategy adopted by PANTHER HEALTH CARE PVT.
LTD. The Research Methodology adopted include following steps.
a)

Sampling.

b)

Data collection.

c)

Analysis & conclusion of data.

3Ea Sampling:
58

Sampling is a tool, which helps to know the characteristic of the universe of population by
examine only a small part of it. the sampling done in this project is deliberate sampling where
Nagpur market selected deliberately to check the effective launching of the medicinal product
and the Response to the product after launching. An integral component of a research design
is the sampling plan specifically, it address two questions.
Sampling is also called as Random sampling" Or 'Chance sampling". Sampling design
represent terms of the universe & has equal chance or probability of being same choosers.
The selection of the items is independent of the person making the study that is the sampling
operation is control objectively so that items will be chosen strictly at random probability.

The sample size are as follows:

Doctor

100 Numbers

From City

15 Numbers

From Rural

85 Numbers

Chemist

50 Numbers

From City

15 Numbers

From Rural

35 Numbers

The study of the entire universe will be impossible on the account of limitation of time and
money. Hence sampling becomes inevitable. A sample is only a portion of the universe of
population. According to YULE, a famous statistician "the object of sampling is to get
maximum information about the parent population with minimum effort." properly done
sampling produce representative data of the entire population.

3Eb: Data collection Method.

Collection of data is the first step in statistic the data collection process follows the
formulation of research design including the sample plan, data, which can be secondary or
primary, can be collected using variety of tools. Once the research has been designed, the
next step is selection of the source of the data.

1) Primary Source of the Data:

59

Primary source of the data refer to the data collected directly from the market place, traders.
The data collected from the primary source is most reliable and helps to overcome the
limitation of the secondary data. Primary data involves direct collection of the data by direct
interaction.

Collection of primary data is by distributing the questionnaire to the selected samples to

obtain their views on research by mail or through personal interview.

2) Secondary Source of the Data:

It includes the information collected from the secondary source i.e. from already available
data. It includes information collected from the printed journals, published reports, news
item, sales report etc. Secondary data has been obtained through the various sources are as,
* Technical and trade journals, books, magazines and newspapers, report and
publication of various associations connected with business and industry, banks,
stock exchange; etc.
* Public records and statistic, historical documents and other sources of
published information.
* Through the direct search on the Internet.

3 F] Limitations:
1)

Any statistical technique employed has some inherent assumption, which mayor may
not distort the references.

2)

Analysis is made on the information provided by the Retailer and Doctors, & Medical
representative

3)

Doctors were unable to give the exact preferred product as there is a different
medicine for the different diseases and it varies patient to patient

4)

it is difficult to give the exact reason of low of particular product because it is

simultaneously depends upon quality, price as well as on seasonal or atmospheric
conditions.
60

5)

The market research area is limited to Nagpur District only.

LIST OF EQUIPMENTS FOR QUALITY CONTROL DEPARTMENT

S.N
o

Name of
Equipments

Machine

Qty.

Make

UV-Visible
Spectrophotomet
er

QCD/UVVISIBLE/001

1No
s.

HPLC

QCD/HPLC/037

1No
s.

SHIMADZU LC20AD

PH-METER

QCD/PHM/002

1No
s.

SYSTRONICS

Code

JASCO JAPAN

MODEL-V-630

MODEL 335

KARL- FISCHER

QCD/KF/004

1No
s.

VEEGO / MATIC1

POLARIMETER

QCD/PLM/005

1No
s.

MULTITECH

MELTING POINT

QCD/MP/006

1No
s.

VEEGO
VMP -D

BULK-DENSITY

QCD/BL/007

1No
s.

MULTITECH

FRIABILITY APP.

QCD/FBT/008

1No
s.

VEEGO

DISINTRIGATION
APP.

QCD/DTS/009

10

BALANCE

QCD/WGB/010

1No
s.

METLER

11

HARDNESS
TESTER

QCD/HAD/011

1No
s.

ADVANCE

12

CENTRIFUGE

QCD/CNT/012

1No

MULTITECH

VEEGO

61

APP

s.

13

MAGNETIC
STIRRER

QCD/ MGT /013

1No
s.

MULTITECH

14

UV CABINET

QCD/UV/014

1No
s.

MULTITECH

15

STABILITY
CHAMBER

QCD/STBA/015

1No
s.

MULTITECH

16

STABILITY
CHAMBER

QCD/STBB/016

1No
s.

MULTITECH

17

DISSOLUTION
APP.

QCD/DST/017

1No
s.

VEEGO VDA 6DR

18

OVEN

QCD/OVN/017

1No
s.

MULTITECH

19

REFRECTOMETE
R

QCD/RF/018

1No
s.

MULTITECH

20

WATER BATH

QCD/WB/019

1No
s.

MULTITECH

21

MUFELE
FURNACE

QCD/MF/020

1No
s.

MULTITECH

22

HOT PLATE

QCD/HOT/021

1No
s.

MULTITECH

23

HEATING
MENTAL

QCD/HM/022

1No
s.

MULTITECH

62

MICROBIOLOGICAL SECTION

63

S.N
o

Name of
Equipments

Machine

Qty
.

Make

24

Antibiotic Zone
reader

QCD/AZR/023

MULTITECH

25

Auto clave

QCD/AC/024

MULTITECH

26

Colony counter
with magnifier

QCD/CCM/025

MULTITECH

27

B.O.D. Incubator

QCD/BOD/026

MULTITECH

28

Laminar flow,
bench type

QCD/LF/027

MULTITECH

29

Membrane
filtration

QCD/BF/028

MULTITECH

30

Micro balance /
Analytical
balance

QCD/WGB2/029

MULTITECH

31

Micro scope

QCD/MS/030

MULTITECH

32

Refrigerator

QCD/RFG/031

MULTITECH

Code

33

LIST OF EQUIPMENT FOR ORAL LIQUID SECTION

S.no
.

Name of
machine

Machin
e code

Qty

Make

Capacity

64

Digital weighting
balance

WDB-01

01

Weight tech
equipment New Delhi

150kg X10gms

S.S.tank with
jaket stirrer

JK-01

01

Amar Engineering
works, New Delhi

1500 ltr

S.S. TANK WITH

Jaket

JK-02

01

,,

100 ltr

S.S. tank with

stirrer

SST-01

02

,,

2000 ltr

S.S. tank

L-05

02

,,

1000ltr

S.S.tank

L-06

02

,,

500 ltr

S.S.tank

L-03

01

,,

294 ltr

S.S.tank

L-02

01

,,

300 ltr

S.S.tank

L-01

01

,,

100 ltr

10

Stirrer

S.R-01

01

,,

11

Filter Press

FP-01

02

,,

12

Colloidal mill

CM-01

01

,,

5 MP

13

Auto Rotary Bottle

washing machine

MRW
MM-96

01

National Pharma
Machinery

100ML

Ahmedabad
Turn Table 36

,,

01

,,

Auto six head

volumetric

NAIF150

01

,,

Liquid Bottle
filling machine

,,

01

,,

Float Tank with

stirrer

,,

01

,,

Auto six head

Ropp Cap sealing
machine

NARCS150

01

,,

Online bottle
inspection table
six seated

,,

01

,,

Two side system

(3X2)

,,

01

,,

5000
bottle/Hrs.

150 ltr

65

14.

Auto high speed

labeling machine

NHL-150

01

,,

Packing conveyor
belt with PVC

,,

01

,,

Liquid filling
Machine manual 2
head

LM-01

01

National Pharma
Machinery Ahmadabad

100 ml
1000bottle/hrs.

LIST OF EQUIPMENTS EXTERNAL PREPARATION

Name of
Equipments

Machine

Digital weighing
balance

PHCO-01

S.S. Table

PHCO-02

Qty.

Make

Amar engineering works

Code

New Delhi
1

Amar engineering works

New Delhi

Vibro Sifter

PHCO-03

Amar engineering works

New Delhi

Planetary Mixer

PHCO-04

Amar engineering works

New Delhi

Emulsifier

PHCO-05

Amar engineering works

66

New Delhi
6

Wax phase
vessel

PHCO-06

Water phase
vessel

PHCO-07

S.S Storage
Tank

PHCO-08

Vacuum Pump

PHCO-09

Amar engineering works

New Delhi

Amar engineering works

New Delhi

Amar engineering works

New Delhi

Amar engineering works

New Delhi

10

Transfer Pump

PHCO-10

Amar engineering works

New Delhi

11

Metering Pump

PHCO-11

Amar engineering works

New Delhi

12

Plate Form

PHCO-12

Local

13

Tube
Filling/Sealing
Machine

PHCO-13

Kovai

14

Packing
Conveyer Belt

PHCO-14

Kovai

S.N
O.

Name of Equipments

Machine
Code

Qty.

Make

Capacity

1.

Generator set

GSUD-001

1Nos.

LEy Land

100 kw

2.

Generator set

GSUD001A

1Nos.

kirloskar

20 kw

3.

R.O Water Plant With M.B &

RMUD-002

1Nos.

Neomax

2000 ltr.

67

U.V

4.

R.O Water Storage Tank

RSUD-003

1Nos.

S.S Tank

1500
ltr.

5.

Air Compressor

ACUD-004

1Nos.

Elgi

44.1CFM

Electric Power Transformer

EPUD-005

1Nos.

..

250 KVA

6.

EQUIPMENT OF CAPSULE SECTION

S.N
O.

Name of Equipments

Machine
Code

Qty.

Make

1.

Cone Blender

CA-001

1Nos.

Amar

2.

Semi automatic Filling

Machine(SA 9)

CA-002

1Nos.

Cap Fill

{Double loader}

3.

Polishing Machine

CA-003

1Nos.

Pharma
Chem

4.

Sifter

CA-004

1Nos.

Vijay

68

6.
DATA ANALYSIS
AND
INTERPRETATION

69

Data Analysis & Data Interpretation:

After studying Marketing strategy of PANTHER HEALTH CARE PVT. LTD survey was
conducted, in the first phase of survey the total number of doctors and their category was
determined. the finding of surveys is as follows.

GP
50%

PAED
20%

Where; G.P - General Practitioner PAED - Paediatrics -

CARDO

GYNC

OTHER

10%

15%

5%

GYNC Gynaecologist
CARDO - Cardiologist -

Analysis:
From the above graph it shows that the G.P. Doctors having major
70

involvement in the categorisation of the doctors. The survey was limited to sample
size 100 doctors only.

Determining the potentiality of the doctors

In the second phases, Doctors potentiality was determined considering the
following factors:No. of prescription generated by the Doctors/Day
Chart -2

71

GP
40%

PAED
20%

CARDO
10%

GYNC
25%

OTHER
5%

Analysis:
In the prescription generation by Drs per day, the G.P. generated more
prescriptions per day as he treats all types of patients than the other specialist
person.

Chart-3
In this part of survey, how the Doctors get introduced to the product
was determined.
The following survey is expressed in the below graph.

72

Source of
introduction
%(perc.)

MR
75%

Drug index
Book
10%

ADV
10%

Other
source
5%

Analysis:
In this graph, it is observed that the majority of the Doctor come to
know about the product from the MR.

Chart-4
Here the Doctors method of prescription generation was surveyed,
where survey was conducted to find out whether Doctors prescribe medicines
by Brand Name, Generic Name, or by contents. The findings of the survey are
expressed in the above graph.

73

Brand Name
90%

Generic Name
3%

Contents
7%

Analysis
In this graph it is cleared that majority of doctors prescribed the product by
Brand Name.

Chemist Survey
Introduction of products to Chemist:
Chart-l
Chemist survey was conducted to determine the influence of the chemist buying behavior of
74

the product and the influence of the company's strategy on the chemist buying behavior. In
this survey, how chemist gets aware of the medicinal product was determined. The finding of
the survey is expressed in the above pie-chart.

Analysis:
From the pie chart it is clear that most of the Chemist get aware of the product through
Medical Representative appointed by the company.

Preference of chemist to the product

Chart-2
Here the chemists preferences to the product is determined. The finding of survey
determined as above.

75

Analysis:
From the Pie-chart it is clear that, chemist like to keep product, which is
prescribed by the Doctors.

76

7.
RECOMMENDATION
OF
THE STUDY

Recommendation of the study

RECOMMENDATIONS
Considering every aspect of marketing following suggestions are put forward:

Apart from providing literature and magazines and gift to the doctor, a meeting of the
77

doctor with the company's management personnel's & should organized Conference
or special meeting with particular doctors where modem and new technique of the
drug, mode of action of the drug, therapeutic use of the drug, dose of the drug, and
side effect of the drug can be explained.

Optimizing the condition of medical check up and health check up champ should be
organized by the company to promote there medicines through the doctor. This is the
best way to promote a company's medicines and build good relation with the doctors.
Also arranging the Blood Sugar camp and other to introduced the chronic segment
product in the consultants chamber.

In literature and pamphlets use of drugs, dose, contents and contraindication should
mention these are distributed to the doctor as well as the chemist. Free treatment and
information should be provided when new drug launch in to the market it is use for
availability of the product in market as well as to extend the sale of the product.

Company may arrange the industrial tour for some special doctors to show the
company & also the manufacturing units to make up companies image in the doctors
mind if there any confusion regarding product quality.

Some time chemist complained regarding expired medicine, medical representative

must ask to chemist in every visit about expiry & near expiry product and company
also make some arrangement for the same. Regular follow up to the Doctor from
Medical Representative is very necessary to extends and maintain the sales of the
medicines continuously.

When company launch a new drug then company must provided a reference book to
the Doctor is necessary. Sampling of the product should be specific and proper way to
the doctor is necessary.

78

8.
CONCLUSION

79

Conclusion.
After the detail analysis of primary and secondary data following conclusions are
drawn:-

PANTHER HEALTH CARE PVT. LTD categories the doctor based on

prescription generation per day.
In pharma market there is stiff competition still PANTHER HEALTH CARE
PVT. LTD doing well in that competition on the basis of Price and field force.
The major source of introducing medicines to the Doctor,Medical
Representatives.
The majority of Doctors prescribed medicines by Brand Name not a Generic
or content name.
The major parameter that are consider before prescribing medicines by the
Doctors,that are

Company Reputation

Contents of Product

Quality of Product

Price of Product

Chemist will prefer to keep those medicines that prescribed by Doctor.Also

keep those medicines that have scheme or benefits.
PANTHER HEALTH CARE PVT. LTD have an opportunity to make the
presence inthe consultant's chamber by introducing new innovative Products
with economy .
PANTHER HEALTH CARE has major drawback is that they don't having
there self R&D and also manufacturing plant. PANTHER HEALTH CARE
80

take action on this matter by introducing the R&D dept along with their
manufacturing units.
PANTHER HEALTH CARE provides the world class ALU-ALU packing that
kept the medicine very safe and having no effect on the medicines by the
external atmosphere.

81

9.
BIBLIOGRAPHY

82

BIBLIOGRAPHY

Books
1)

Marketing

Author

Publication

V.S.Ramaswami

Prentice Hall

Management
2)

3)

Marketing

Philips

Management

Kotler

Research
Methodology

4.

Of India

New Age
International
Publications.

C.R.Kothari

NAME & ADDRESS OF THE SITE

(A)

SITE ADDRESS

PANTHER HEALTH CARE PVT.LTD.

PLOT No:-318, MADHO PUR ROAD
SALIYAR-DEHRADOON ROAD
ROORKEE,
DIST- HARIDWAR

83

UTTRAKHAND
Email: pantherhealthcare1@gmail.co m
Phone No. 01332-26010

(B) OFFICE ADDRESS

PANTHER HEALTH CARE PVT.LTD.

Plot No.-318,Madhopur Road,Saliyar
Dehradun Road,Roorkee-247667(UK)

(C) CONTACT PERSON

Mob. No

(1) Mr. Mohd. Aman khan (MD)

8791111450
(2) Mr. Sanjeev Jain

Mob. No

5.

09267001122

TYPES OF PRODUCTS MANUFACTURED

A. SOLID DOSAGE FORMS
1
2

TABLETS
:- Coated & Uncoated .
CAPSULES :- Hard Gelatin

B. EXTERNAL PREPARATION:- Ointment ,Lotion/Emulsion, Tooth

paste.

C.

6.

ORAL LIQUID DOSAGE FORMS : Syrups and Suspensions.

DESCRIPTION OF SITE
6.1.

Site plant attached.

6.2.

The site is about 90,000 Sq.fts surrounded by well constructed brick

wall at industries and hence considered as very suitable for the
pharmaceutical operations.

84

6.3

The constructed area is 21,000 sq.fts and rest open areas are for
plantation, lawn & general activities.

6.3.

Surrounding sites are green fields and pharmaceutical

manufacturing units.

85

10.
ANNEXURE

86

Dear Respondent.
I am Manu Jain the researcher of this project studying in BBA III year DAIMSR Nagpur. For
fulfillment of my Degree of Bachelor Business Administration I have take "Niche
Marketing Policies Adopted By PANTHER HEALTH CARE PVT. LTD Specially in
Nagpur Region".
Specialization in Marketing Particular study in "Nagpur Region". As you are the people of
Medical Fraternity, you are more knowledgeable than common people in this field, for that I
need very seconds along with your valuable opinion on the above Questionnaire. (Tick
appropriate option of your choice Or please write in other specifically on your mark) I
promise your information remain confidential and use only for my project purpose.

Thanking you
Yours Faithfully
Mr. MANU JAIN
Researcher

87

Questionnaire
Questioner involve in to two categories
1)

Question for doctor

2)

Questionnaire for chemist

Questionnaire for doctor

Dr. Name:Dr. Address:Ph No.:1)

How do you come to know medicines of pharmaceutical company?

Through MR

Through Advertisement

Through index book

Other source

2)

How do you remember the brand names of medicines, as then are so many players in
market?

Conference participation of companies

Due to visual folder

Gifts given by MR

Literature send by companies

Continuous Fallow up

AnyOther

3)

How do you prescribed medicines?

By brand name
88

By generic Name

By contents

4)

What do you do when chemist substitute your prescribed medicines?

Not accept at any conditions

Accept if Rx product not available

Accept some time

Accept always

5)

Which brands are easy to recall?

Brand representing molecule

Brand easy to pronounce and reminder

Brand representing companies name

Brand unique and different from companies name

6)

What impact does visual folder play in Brand reminding?

Very Important

Important

Average

Not much

What are the parameters you consider III medicines before prescribing?

Company's reputations

Relation with MR

Quality of products

Availability of the products

89

Questionnaire for Chemist

Chemist Name :Chemist Address :Ph No :1)

How do you come to know about medicines?

From Doctors prescription

From MR

Other source

From Distributor

2)

Does Dr's prescribed any particular companies medicines or various companies?

Same companies medicines

Different companies medicine

3)

Which product do you prefer to keep in you shop?

Product with high margin

Product with scheme

Product which Dr's. prescribed.

90