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Win-Medicare Pvt. Ltd.

in collaboration with Pierre Fabre Oral Care, France is introducing Pansoral


Teething Gel, a special formula to be applied on the gums during teething phase for alleviating the
discomfort associated with teething in babies. The Gel is an herbal product; combination of natural
extract of plant based ingredients.
Huge Population of babies in India with symptoms associated with teething problem may put the
Pansoral Teething Gel in advantageous position if the market is unexplored and parents are ready to use
such product for their babies.

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OBJECTIVE:
On the basis of the title of the project, To understand the current practice among prospects for
Teething Gels and impact of Point of Purchase (POP) inputs on direct consumer purchase, following
objectives can be derived:

Chemist/Retailers about the scope for a new product for managing problems caused due to teething,
existing products in the same field and their usage.
Also we will take their inputs as in what price range the new product should come, what support
they require to promote the new product and the kind of repo and interaction they maintain with their
customers such that it helps them promote a new product amongst customers.
qualities they are expecting in a product, the price range in which they want to buy the product and
what are the other factors that our target audience seeks in it.

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2. METHODOLOGY
Following steps to be taken:
2.1 COLLECTING PRIMARY DATA:
For collecting primary data the type of sampling method used was Non probability sampling and in that
convenience sampling. It was the fastest, convenient and most economical method to achieve the
objectives of the study and interview the target audience face to face.
DATA COLLECTION
The place selected for the field work was Jaipur, Rajasthan and duration for the surveys conducted was
four weeks 28 April to 25 May 2014.
Target audiences were:

ediatrician -

- 60

respondents
During this exercise, I encountered numerous instances where members of target group refused to
share responses. This established the learning about identifying the appropriate time for asking survey
questions for each type of audience. Also, a pre-test survey was conducted so as to make changes in the
questionnaire according to responses of the target audience.
5.00 p.m., and between 8.00 p.m. 10.00 p.m. Some chemists keep their shops closed during the day from 2.00 p.m. 5.00 p.m. Therefore,
its essential to conduct thorough checks before visiting them. Due diligence was exercised to ensure all
chemists in a particular vicinity could be covered in a single visit and adequate responses could be
captured from the target group.

8|InstituteofmanagementTechnology,Nagpur
to 1.00 p.m.; and in the evening
from 5.30 p.m. up to 8.30 p.m. Also, some doctors are available from 7.00 a.m. to 9.00 a.m. in their
clinics. Alternately, they can be met between 10.00 a.m. 2.00 p.m.
in the hospitals. Most often the pediatricians answer surveys or meet people other than patient after
their visiting hours. Thus, it is a time consuming activity to capture survey responses from pediatrician as
one need to wait for long hours outside their clinics.
roup to seek responses from. However, many were found hesitant
in responding to questions given they were engrossed in managing the child while at the clinics. Another
scope to interact with mothers is at the malls where they are generally available to take your questions
while their kid(s) are enjoying in kids/game zone.
2.2 RESEARCH DESIGN:
Descriptive Research method has been used in this case as we have to understand the behavior and
characteristics of our target audience and analyze the data obtained from the surveys conducted to
understand their responses.
Through this method we are likely to know about how to sell the product in a certain location among
the different demographics that we want to cater our product for.
So in this case we have used Survey Method based one to one interview. In the questionnaire both the
open ended and close ended questions have been taken to get the mixed responses of what participants
in a given situation and circumstances think.
2.3 SECONDARY DATA:
To formulate the methodology for the project and conducting surveys. Following data was used:
from - Marketing research: An applied orientation, 4th edition book by Naresh K.Malhotra

9|InstituteofmanagementTechnology,Nagpur
3. COMPANY ANALYSIS

In the early 80s, Mr. Umesh K. Modi felt the need to expand his business beyond the existing strata.
Healthcare was a viable option, for beyond business, was his noble intention to serve the health needs
of India. Thus was formed Win-Medicare in the early 1980s. In Collaboration with Sterling Drug of USA.
In 1989, the relationship with Eastman Kodak came to an end. In 1990 Win-Medicare became a licensee
of Mundipharma for Betadine.
In 1990 J.V. of Modi-Mundipharma was established and Win-Medicare was acquired by
ModiMundipharma.
What began as an early vision of healthcare business, is today amongst the fastest growing
pharmaceutical companies in India. In the countrys highly fragmented pharmaceuticals market, WinMedicare enjoys a respectable share and is considered the undisputed leader in select segment. It has
made its brand Betadine into Indias 14th largest pharmaceutical brand. In 75 countries Betadine is
trusted for its uncompromising antiseptic efficacy.
Win-Medicare has a manufacturing plant in Modipuram (for tablets, capsules & injections) and another
Manufacturing plant at GSP Behror, Rajasthan dedicated to Betadine. Its distribution reach is to more
than 2,00,000 chemists pan India.
Its key Therapeutic segments include:
Supplements
Win-Medicare has strong hold in the antiseptic products category which remains the leading segment
for the company.

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Harnessing proven international therapies in India.


In accordance with this objective Pansoral teething gel will be launched in India in association with
Pierre Fabre, France.
-free gel that has been
specifically formulated to ease and alleviate the discomfort (pain and irritation) associated with teething
in babies. The gel contains chamomil
(Anthemis nobilis): Camomile is one of the most ancient medicinal herbs known to mankind. The dried
flowers of Camomile contain many terpenoids and flavonoids contributing to its medical properties.

Camomile is well known for its soothing properties and is much used in the field of oral care. Camomile
also as an anti- inflammatory, antioxidant, mild astringent properties. 2. Marshmallow (Althaea
officinalis): Marshmallow is a demulcent (soothing agent) that can be used topically to treat teething
problems. It also possesses anti- inflammatory properties, mild antibacterial, softening, anti- allergy and
immune- boosting properties.

To ease teething discomfort in babies

Put a small dab of Pansoral Teething Gel on a clean finger and apply 3 to 4 times a day on babys gum in
gentle massage.

11 | I n s t i t u t e o f m a n a g e m e n t T e c h n o l o g y , N a g p u r
4. TABULATION AND FINDINGS
4.1 FIELD WORK
Below is a day-wise summary of the number of surveys conducted during the four weeks:
Table 1: No. of respondents each week
No. of Respondents
Survey week no. Pediatricians Mothers Chemists Total Week 1 01-05-14 1 2 2 5 02-05-14 1 2 3 6 Week
2 05-05-14 3 3 4 10 06-05-14 1 8 8 17 07-05-14 4 0 7 11 08-05-14 1 4 4 9 09-05-14 5 3 4 12 Week 3 1205-14 1 8 4 13 13-05-14 3 7 7 17 14-05-14 4 4 7 15 15-05-14 4 3 6 13 16-05-14 2 0 4 6 Week 4 19-05-14
0 5 0 5 20-05-14 0 6 0 6 21-05-14 0 5 0 5 Total 30 60 60 150

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4.2 EVALUATION AND INTERPRETATION
4.2.1 Evaluation of Pediatricians responses:
Table 2: Responses for Pediatrician Q.No Question Options No. Of Response (Out of 30)
Percentage Of response %
1
How many patients associated with teething do you come across in a week?
0-25 15 50 26-50 8 27 51-100 2 7 More than 100 5 17
2
How aware are these parents about the teething problems and its symptoms?

Aware 15 50 Very Aware 10 33 Not Aware 5 17


3
Do parents generally ask for methods to counter teething problem?
Always 15 50 Often 14 47 Rarely 1 3 Never 0 0
4
With how many of these problems do parents of babies associate the teething problem?
Excessive drooling 24 80 Diarrhea 24 80 Mild Fever 21 70 Difficulty in sleeping 15 50 Skin Irritation 4 13
Rashes around mouth 3 10
5
Do you prescribe any product or method to reduce discomfort caused by teething problem?
No 19 63
Yes
11 37

6
If your answer to the above Q.5 is yes then please specify:
Name Of Product
Since this is an open ended question, answers to this are mentioned in the interpretation part. Method
Used
7
Do you feel that there is a need of a product which is specially made for managing the discomfort
associated with teething?
Yes
21
70
No
9 30

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8
If your answer to the above Q.7 is yes, then on what parameters would you like to recommend this
product?(Only 21 respondent answered this question)
Safe 21 100 Effective 18 86 Easy to use 16 76 Ease of availability 15 71 Company image 7 33
9
At what price, would you like to prescribe this product? ?(Only 21 respondent answered this question)
25-50 11 52 50-75 9 43 75-100 1 5 More than 100 0 0

4.2.2 Interpretation of Pediatricians responses:


From the table above we can interpret the following:
-35 patients in a day.
Table 2.1: No. of visits of patients at pediatricians clinic
Option (In Ques.1)
No. Of Response (Out of 30)
Mid Value
Max Value (upper limit* No. of Responses)
Average Value (upper limit * Mid value)
0-25 15 12.5 375 187.5 26-50 8 38 400 304 51-100 2 75 200 150 More than 100 5 50 500 250 Total
1475 891.5 Average 49.16667 29.71667
ban areas there
are circa 17% mothers who seemed unaware about the problems and circa 50% who could be made
reflects the demand.

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drooling, diarrhea, mild fever and difficulty in sleeping. These can be key drivers basis which the product
- as many as 63%, dont prescribe any method to reduce
discomfort caused by teething problem. But 70 % feel that there is a need for a new product to reduce
the discomfort. This clearly establishes a need for the product. Also those who dont prefer prescribing

methods prescribed to reduce discomfort caused due to teething are:


nded by doctors in a new product are that it should be safe for a
majority of
doctors having less experience say no for new product, so they need to be targeted and made aware of
the new product, its benefits and results.
Product
Desi Ghee, Local Anesthetic (Xylocaine) Cleanoro Gel Zytee Gel Syrup- Paracetamol Biscuit (coconut)
Gum Massage Calcium Syrup Teether Calcium Tabs Orasepla Gel
Method
Apply with finger on Gums Apply with finger on Gums Apply with finger on Gums Apply with finger on
Gums Orally to relive pain Orally in very small pieces With water with a piece of cloth Orally to relive
pain Food items(Cucumber)

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4.2.3 Evaluation of Chemists responses:
Table 3: Responses for Chemist
Q.No Question Options/Answers No. Of Response (Out of 60)
Percentage Of Response
How many customers purchasing baby products visit you in a week?
0-25 8 13 26-50 22 37 51-100 19 32 More than 100 10 17
2 Do customers take your advice in some cases for babys problem?
Yes 58 97 No 2 3
3
What are the common baby problems for which customers seek for your advice?
Diarrhea 44 73 Fever 31 52 Cold and Cough 21 35 Teething 19 32 Stomach Ache 7 12 Vomiting 5 8
4
Do customers ask for a product/method for managing problems associated with teething?
Yes 59 98
No 1 2
5

What do you recommend them and sell in such cases?


Gripe Water 43 72 Calcarea phos 15 25 Janam Ghunti 12 20 Teether 4 7 Honey 2 3
Any Other:
Since this is an open ended question, answers to this are mentioned in the interpretation part.
6
What qualities do you expect in a product that can manage teething problems?
Safe for child 58 97 From a good company 56 93 Proven effective in use 52 87 Easy to use 40 67
Herbal/Allopathic/ Homeopathic 37 62 Economical 34 57

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International brand 19 32
7
According to you in what price range such a product should be sold?
25-50 14 23 50-75 29 48 75-100 16 27 More than 100 1 2
8
What is the impact of following thing in your shop on a consumer enquiry/purchase of a product?
Poster 37 62 Window display 36 60 Danglers 24 40 Product replica 19 32 Information leaflets 6 10
Any other :
Since this is an open ended question, answers to this are mentioned in the interpretation part.
9
If you want to push/sell a product on your shop what support you require?
Margin 60 100 Good Quality 13 22 T.V advertisement 8 13 Schemes 7 12 Effective 5 8
10
How many tubes you think of a specific product you can sell in a week?
Total
Average

598
=

10

4.2.4 Interpretation of Chemists responses:


From the table above we can interpret the following:

and teething. This can be a great opportunity for the chemists to advise the customers that all these
problems are associated with teething and a single product can treat all these problems.

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verage 42 customers visit a chemist shop in a week for baby products.
Table 3.1: No. of visits of customers at chemist shop
caused due to teething and/or other problems associated with it. However, these products are not very
effective, especially gripe water as its improper dosage may harm the child. Calcarea phos and Janam
lcium tablets like
Calcium Sandoz, calcium sachets, Osto calcium are some other products that are being given to reduce
about the product by looking at posters, window display, danglers and canopies outside the shop. These
product in a week if he gets a good margin and there is some promotion or TV advertisement to support
the recommendation to the customers.
Option (In Ques.1)
No. Of Response (Out of 30) Mid Value
Max Value (upper limit* No. of Responses)
Average Value (upper limit * Mid value) 0-25 15 12.5 200 100 26-50 8 38 50 475 51-100 2 75 1900 1425
More than 100 5 50 1000 500 Total 3150 2500 Average 52.5 41.66667

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4.2.5 Evaluation of Mothers responses:
Table 4: Responses for Mothers Q.No Question Options/Answers No. Of Response (Out of 60)
Percentage Of Response
1 The age of your baby is:
Less than 6 month 3 5 6month 1 year 13 22 1 2 year 20 33 2-3 year 24 40
2 What is your profession?
Housewife 37 62 Working 19 32 Business 4 7
3

Are you aware of the teething problems?


Yes 54 90 No 6 10
4
Out of these problems mark those which you think are caused due to teething
Diarrhea 53 88 Mild Fever 36 60 Skin Irritation 10 17 Difficulty in sleeping 4 7 Rashes around mouth 2 3
5
How concerned are you about the problems associated with teething?
Very concerned 28 47 Somewhat concerned 19 32 Not too worried 13 22
6
How are you currently managing this problem or would manage the problem when the child is in
teething age?
Consult pediatrician 38 63 Use home remedy 24 40 Take advice of elders / family/ friends 20 33 Buy a
product from chemist on his recommendation 1 2 Search for a product online 0 0
7
Would you like to use a specific product only for teething problems of babies?
Yes 50 83 No 10 17

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8
If your answer is yes to above Q.7, what qualities do you expect in a product?(Only 50 respondent
answered this question)
Safe for child 50 100 Proven effective in use 36 72 From a good company 29 58 Easy to use 26 52
Economical 13 26 Herbal/Allopathic/ Homeopathic 12 24 International brand 1 2
9
In what price range would you buy this product?(Only 50 respondent answered this question)
25-50 7 14 50-75 24 48 75-100 12 24 More than 100 7 14
4.2.6 Interpretation of Mothers responses:
From the table above we can interpret the following:

prefer to give medicine that reduces discomfort and for most of them quality and safety of child is above

caused during teething. We should emphasis on how the new product will help in relieving the child
from thes
40% adopt home remedies. So we need to tap these mothers and make them aware about the new
ve Rs 50 for a product if it is safe
and effective.

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5. RECOMMENDATIONS AND CONCLUSIONS

After the evaluation and interpretation of data some recommendations can be made to facilitate a
better launch of the new product in the market. The following aspects should be considered during the
promotion of a product:
arget groups
pediatrician, chemists and mothers, we have captured a unanimous agreement about the basic
characteristics expected in the new product. These will make it convenient for a pediatrician to
recommend; chemists to sell; and a customer to buy.

INR 50 and the chemists believe that the product should be in the range of INR 50 -100 so they can gain
a good margin and push the product. On the other hand, the responses from the mothers indicate that
they are willing to pay even more than INR 100 if the product is safe and effective. Therefore, basis all
the responses from all three groups, it can be safely assumed that the product should be priced in a
range of INR 50-75 an amount convenient for all.
various problems such as Diarrhea, Mild Fever, Excessive Drooling and Irritation. Though most of our
target audience was aware about the problems associated with teething, they can be made further
aware about the same. The product must be promoted on the grounds that it will reduce the discomfort
caused during the teething phase and will help in preventing the above mentioned problems from
occurrence.

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m the evaluation it has been found that a pediatrician sees an average of 30
patients in a week while a chemist sells products to 40 customers in a week. This means there are many
customers that directly visit the chemist shop and ask for their suggestion about the product. Thus, a
decent margin and enticing schemes should be offered to the chemists so they favor and push the
product on their own.

danglers and canopies outside the shop. This helps them to promote and sell the new product.
help establish how our product is different and better from others products; and how it is economically
priced to suit the budgets of the common man.

After an exhaustive survey and prudent analysis, we can finally conclude that:

product must be safe and effective


the affordability of middle class population

- 75 to suit

The new product has a huge potential market. Proper promotion and marketing of the product can
make it a big success and can become another winner for the organization.

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6. LIMITATION OF THE STUDY
1. Biased Results:
n of your
sample takes part in the research. This may require re-contacting non-respondents which can be very
time consuming. Also reaching out to new respondents will take addition time and effort.
2. Attaining a complete list of the population can be difficult for the following reasons:
Difficult and time consuming to bring together numerous sub-lists to create a final list from which one
want to se
some of these populations will be expensive and time consuming to contact, even where a list is
available. Assuming that your list has all the contact details of potential participants in the first instance,
managing the different ways (postal, telephone, email) that may be required to contact your sample
gets challenging. Also, not to forget that your sample population may also be geographical scattered.

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7. SCOPE FOR FUTURE IMPROVEMENT

o Trends amongst working mothers and housewives o Trends amongst Pediatricians with different
consultancy fees groups o Trends amongst small, medium and large scale chemists
better sampling

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8. APPENDICES

QUESTIONNAIRE FOR PEDIATRICIANS


Q1. How many patients associated with teething do you see in a week?
o 0-25 o 26-50 o 51-100 o More than 100
Q2. How aware are the parents of babies about the teething problems and their symptoms?
o Very aware o Aware o Not aware
Q3. Do parents generally ask for methods to reduce teething problem?
o Always o Often o Rarely o Never
Q4. With how many of these problems do parents of babies associate the teething problem?
o Mild Fever o Diarrhea o Difficulty in sleeping o Skin Irritation o Rashes around mouth o Excessive
drooling
Q5. Do you prescribe any product or method to reduce discomfort caused by teething problem?
o No o Yes

25 | I n s t i t u t e o f m a n a g e m e n t T e c h n o l o g y , N a g p u r
Q6. If your answer to the above Q.5 is yes then please specify:
Name of product:

Method used:

1. _____________________________ 1.________________________________ 2.
_____________________________ 2.________________________________ 3.
_____________________________ 3.________________________________
Q7. Do you feel that there is a need of a product which is specially made for managing the discomfort
associated with teething?
o Yes o No

Q8. If your answer to the above Q.7 is yes, then on what parameters would you like to recommend this
product?
o Effective o Safe o Easy to use o Company image o Ease of availability o Any
other:______________________________________________________________
Q9. At what price, would you like to prescribe this product?
o 25-50 o 50-75 o 75-100 o More than 100
General Details:
Respondents Name: _____________________________________________________________
Years of service: _______________________________________________________________
Consultation fees: ______________________________________________________________
Contact no. : __________________________________________________________________

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QUESTIONNAIRE FOR MOTHERS
Q1. The age of your baby is:
o <6 month o 6month 1 year o 1 2 year o 2-3 year
Q2. What is your profession?
o Working o Business o Housewife
Q3. Are you aware of the teething problems?
o Yes o No
Q4. Out of these problems mark those which you think are caused due to teething
o Mild Fever o Difficulty in sleeping o Skin Irritation o Rashes around mouth o Diarrhea
Q5. How concerned are you about the problems associated with teething?
o Very concerned o Somewhat concerned o Not too worried
Q6. How are you currently managing this problem or would manage the problem when the child is in
teething age?
o Use home remedy o Take advice of elders/family/ friends o Consult pediatrician o Buy a product from
chemist on his recommendation o Search for a product online o Any other:
______________________________________________________________

27 | I n s t i t u t e o f m a n a g e m e n t T e c h n o l o g y , N a g p u r
Q7. Would you like to use a specific product only for teething problems of babies?
o Yes o No
Q8. If your answer is yes to above Q.7, what qualities do you expect in a product?
o From a good company o Proven effective in use o Safe for child
o Herbal/Allopathic/Homeopathic o Economical o Easy to use o International brand
Q9. In what price range would you buy this product?
o 25-50 o 50-75 o 75-100 o More than 100
General Details:
Name of the respondent: ______________________________________________________
Salary (per annum): __________________________________________________________
Contact No. :

____________________________________________________________

28 | I n s t i t u t e o f m a n a g e m e n t T e c h n o l o g y , N a g p u r
QUESTIONNAIRE FOR CHEMIST
Q1. How many customers purchasing baby products visit you in a week?
o 0-25 o 25-50 o 50-100 o Greater than 100
Q2. Do customers take your advice in some cases for babys problem?
o Yes o No
Q3. What are the common baby problems for which customers ask for your advice?
o _______________________________________________________________________
_______________________________________________________________________
Q4. Do customers ask for a product/method for managing problems associated with teething?
o Yes o No
Q5. What do you recommend them and sell in such cases?
o _______________________________________________________________________
_______________________________________________________________________
Q6. What qualities do you expect in a product that can manage teething problems?

o From a good company o Proven effective in use o Safe for child


o Herbal/Allopathic/Homeopathic o Economical o Easy to use o International brand

29 | I n s t i t u t e o f m a n a g e m e n t T e c h n o l o g y , N a g p u r
Q7. According to you in what price range such a product should be sold
o 25-50 o 50-75 o 75-100 o More than 100
Q8. What is the impact of following thing in your shop on a consumer enquiry/purchase of a product?
o Poster o Danglers o Product replica o Information leaflets o Window display o Any other
:______________________________________________________________
Q9. If you want to push/sell a product on your shop what support you require?
o ________________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
Q10. How many tubes you think of a specific product you can sell in a week?
o ______________________________________________________________________
General Details:
Shop Name: ___________________________________________________________________
Phone no. _____________________________________________________________________

30 | I n s t i t u t e o f m a n a g e m e n t T e c h n o l o g y , N a g p u r
9. REFERENCES AND BIBLIOGRAPHY
PHY

Research Methods 8th edition, Book by: William G. Zikmund, Barry J. Babin, John C.Car, Atanu Adhikari
and Mitch Griffin

SITES:
http://www.truestarhealth.com/Notes/2260005.html

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