Project Report

Entitled

“ TO ANALYZE MARKET POTENTIAL OF

INJECTABLE DRUGS IN MALEGAON CITY”

submitted to:
ANNAMALAI UNIVERSITY,
CHENNAI

In the partial fulfillment of the requirement

(Course Code: 531) for the award of degree of
Master’s in Business Administration
(Marketing Management)

Through

CENTUM LEARNING CENTER, JALGAON

Submitted by Under the

Guidance of
KHATIK SK SHOAIB SK YUNUS PROF.
MANGESH SANAP
5310802182 Project Supervisor
 PREFACE

Globalization & Technological advances open up many new opportunities

even as they threaten the status quo. Yes, old businesses die and new ones

appear. Companies operate in a Darwinian marketplace where the principles

of natural selection lead to “ Survival of the fittest.” Market place success

goes to those companies best matched to the current environmental

imperatives – those who can deliver what people are ready to buy.

Who on earth is free of disease? Theoretically none, but practically all

can be. That is what the science of medicine is all about. Pharmaceutical

industry means an industry involved in preparation & dispensing of drugs or

use / sale of medicinal drugs.

The Indian Pharma Industry is estimated to be worth $ 4.5 billion, growing

at about 8 to 9 percent annually. The Indian Pharmaceutical sector is highly

fragmented with more than 20,000 registered units. It has expanded

drastically in the last two decades. The leading 250 pharmaceutical

companies control 70% of the market with market leader holding nearly 7%

of the market share.

 CHAPTER NO : 1

INTRODUCTION
1. INTRODUCTION :

The Pharmaceutical Industry, has had its beginning in the middle of the

19th century. The development of chemical drugs & their instant

popularity can be attributed to their quick action and immediate relief

from ailments. This trend has been accelerated by the discovery of

penicillin & other antibiotics which have increased the popularity of the

modern medicines based on chemical combinations.

1.1. History about pharmaceutical industry :

Most major pharmaceutical companies were founded in the late 19th and

early 20th centuries, although it is only since the 1950's the industry got

underway in earnest. The discovery of penicillin is widely regarded as the

birth of modern pharmaceuticals - this was the moment where systematic

scientific approaches, understanding of human biology and sophisticated

manufacturing techniques all made the development of medicines possible.

The industry remained relatively small scale until a long period of

scientific advancements through the 1970s to present day elevated some

companies to become among the most profitable and productive in the

world.

The industry has delivered significantly improved treatment for patients

and morbidity/ mortality rates across developing countries continue to fall

due in no small part to the innovation of research-based pharmaceutical

companies.
 There are currently more than 200 major pharmaceutical companies. As in

some other industries, economic pressures are forcing pharmaceutical

companies toward greater efficiency. The costs of research and

manufacture of ever more sophisticated medicines grows every year and

the tension between the affordability of new medicines and their benefits

look certain to be a continuing major debating point.

Industry revenues

2004 global dollar volume was $550 billion, a 7% increase over 2003—

which in turn represented a 9% increase over 2002. US sales grew to

$235.4 billion, a growth rate of 8.3% compared with 11.5% growth from

2002 to 2003. The United States accounts for 46% of the world's

pharmaceutical market.

According to Teradata Magazine, "By 2007, $40 billion in U.S. sales will be

lost at the top 10 pharma companies as a result of the slowdown in R&D

innovation and the expiry of patents on major products," ... "Taking a

broader look across the industry, no fewer than 19 blockbuster drugs are

expected to hit patent crisis by 2008. Analysis suggests that 150 mid-

sized new compounds will be needed by 2007-2008 in the U.S. alone to

plug this gap."

1.2. INDIAN PHARMACEUTICAL INDUSTRY:

AN OVERVIEW
The Indian Pharmaceutical Industry today is in the front rank of India’s

science-based industries with wide ranging capabilities in the complex

field of drug manufacture and technology. A highly organized sector, the

Indian Pharma Industry is estimated to be worth $ 4.5 billion, growing at

about 8 to 9 percent annually. It ranks very high in the third world, in

terms of technology, quality and range of medicines manufactured. From

simple headache pills to sophisticated antibiotics and complex cardiac

compounds, almost every type of medicine is now made indigenously.

Playing a key role in promoting and sustaining development in the vital field

of medicines, Indian Pharma Industry boasts of quality producers and

many units approved by regulatory authorities in USA and UK.

International companies associated with this sector have stimulated,

assisted and spearheaded this dynamic development in the past 53 years

and helped to put India on the pharmaceutical map of the world.

The Indian Pharmaceutical sector is highly fragmented with more than

20,000 registered units. It has expanded drastically in the last two

decades. The leading 250 pharmaceutical companies control 70% of the

market with market leader holding nearly 7% of the market share. It is an

extremely fragmented market with severe price competition and

government price control.

The pharmaceutical industry in India meets around 70% of the country's

demand for bulk drugs, drug intermediates, pharmaceutical formulations,

chemicals, tablets, capsules, orals and injectibles. There are about 250

large units and about 8000 Small Scale Units, which form the core of the

pharmaceutical industry in India (including 5 Central Public Sector Units).

 These units produce the complete range of pharmaceutical formulations,

i.e., medicines ready for consumption by patients and about 350 bulk

drugs, i.e., chemicals having therapeutic value and used for production of

pharmaceutical formulations.

Following the de-licensing of the pharmaceutical industry, industrial

licensing for most of the drugs and pharmaceutical products has been

done away with. Manufacturers are free to produce any drug duly

approved by the Drug Control Authority. Technologically strong and

totally self-reliant, the pharmaceutical industry in India has low costs of

production, low R&D costs, innovative scientific manpower, strength of

national laboratories and an increasing balance of trade. The

Pharmaceutical Industry, with its rich scientific talents and research

capabilities, supported by Intellectual Property Protection regime is well

set to take on the international market.

1.3. THE GROWTH SCENARIO

India's US$ 3.1 billion pharmaceutical industry is growing at the rate

of 14 percent per year. It is one of the largest and most advanced among

the developing countries.

Over 20,000 registered pharmaceutical manufacturers exist in the

country. The domestic pharmaceuticals industry output is expected to

exceed Rs260 billion in the financial year 2002, which accounts for

merely 1.3% of the global pharmaceutical sector. Of this, bulk drugs will

account for Rs 54 bn (21%) and formulations, the remaining Rs 210 bn

(79%). In financial year 2001, imports were Rs 20 bn while exports were

Rs87 bn.
1.4. STEPS TO STRENGTHEN THE INDUSTRY
Indian companies need to attain the right product-mix for sustained

future growth. Core competencies will play an important role in

determining the future of many Indian pharmaceutical companies in the

post product-patent regime after 2005. Indian companies, in an effort

to consolidate their position, will have to increasingly look at merger and

acquisition options of either companies or products. This would help

them to offset loss of new product options, improve their R&D efforts

and improve distribution to penetrate markets.

Research and development has always taken the back seat amongst

Indian pharmaceutical companies. In order to stay competitive in the

future, Indian companies will have to refocus and invest heavily in R&D.

The Indian pharmaceutical industry also needs to take advantage of the

recent advances in biotechnology and information technology. The future

of the industry will be determined by how well it markets its products to

several regions and distributes risks, its forward and backward

integration capabilities, its R&D, its consolidation through mergers and

acquisitions, co-marketing and licensing agreements.

The Indian pharmaceutical industry is highly regulated. The

Government controls prices of a large number of bulk drugs and

formulations. Profit margins of players vary widely in both domestic and

export sales due to many factors.

a) Domestic Trade

More than 85% of the formulations produced in the country are sold in

the domestic market. India is largely self-sufficient in case of

 formulations. Some life saving, new generation under-patent

formulations continue to be imported, especially by MNCs, which then

market them in India. Overall, the size of the domestic formulations

market is around Rs160bn and it is growing at 10% p.a.

b) Exports

Over 60% of India’s bulk drug production is exported. The balance is

sold locally to other formulators. India’s pharmaceutical exports are to

the tune of Rs87bn, of which formulations contribute nearly 55% and

the rest 45% comes from bulk drugs. In financial year 200, exports

grew by 21%. India’s pharmaceuticals imports were to the tune of

Rs20.3bn in FY2001. Imports have registered a CAGR of only 2% in the

past 5 years. Import of bulk drugs have slowed down in the recent years.

The exports of Pharmaceuticals during the year 1998-97 were Rs

49780 million. From a meager Rs 46 crores worth of Pharmaceuticals,

Drugs and Fine Chemicals exports in 1980-81, pharmaceutical exports

has risen to approximately Rs 6152 Crores (Prov.1998-99), a rise of

11.91% against the last year exports. Amongst the total exports of

India, the percentage share of Drugs, Pharmaceuticals and Fine

Chemicals during April-October (2000-2001) was 4.1%, an increase of

7%.

1.5. LEADING PHARMACEUTICAL COMPANIES(within India)

1. Ranbaxy Laboratories
2. Cipla
3. Dr Reddy's Laboratories
4. Sun Pharmaceuticals
5. Nicholas Piramal
6. Zydus Cadila
 7. Biocon
8. Glenmark Pharmaceuticals
9. Wockhardt Ltd
10. Orchid Chemicals

1.6. FUTURE PROSPECTS

As per WTO, from the year 2005, India will grant product patent

recognition to all new chemical entities (NCEs) i.e., bulk drugs developed

then onwards. The Indian Government's decision to allow 100 percent

foreign direct investment into the drugs and pharmaceutical industry is

expected to aid the growth of contract research in the country.

Technology transfer to 100 percent Indian subsidiaries of MNCs is

expected only in 2005.

Indian pharmaceutical interests in making a mark on the global scene

got a boost when Dr. Reddy's licensed two of its anti-diabetic molecules

to Novo Nordisk and when Ranbaxy licensed its Novel Drug Delivery

System (NDDS) of ciprofloxacin to Bayer. MNCs in India faced the

problem of having a very high DPCO coverage, weakening their bottom

lines as well as hindering their growth through the launch of new

products. DPCO coverage is expected to be diluted further in the near

future benefiting the MNCs. New legislation is also expected in the OTC

segment increasing the number of brands in the Over the Counter (OTC)

segment.

The Indian pharmaceutical industry is also getting increasingly U.S.

FDA compliant to harness the growth opportunities in areas of contract

manufacturing and research. Indian companies such as Ranbaxy, Sun

 Pharma, and Dr. Reddy's are increasingly focusing on tapping the U.S.

generic market, projected to be around $18 billion by 2004.

1.7. RESEARCH & DEVELOPMENT

Research & Development is the key to the future of pharmaceutical

industry. The pharmaceutical advances for considerable improvement in

life expectancy and health all over the world are the result of a steadily

increasing investment in research. There is considerable scope for

collaborative R & D in India. India can offer several strengths to the

international R & D community. These strengths relate to availability of

excellent scientific talents who can develop combinatorial chemistry,

new synthetic molecules and plant derived candidate drugs.

R & D in the pharmaceutical industry in India is critical to find answers

for some of the diseases peculiar to a tropical country like India and

also for finding solutions for unmet medical needs. Industrial R & D

groups can carry out limited primary screening to identify lead molecules

or even candidate drugs for further in vivo screening, pre-clinical

pharmacology, toxicology, animal and human pharmacokinetics and

metabolic studies before taking them up for human trials. In such

collaborations, harmonized standards of screening can be assured

following established good laboratory practices.

The R & D expenditure by the Indian pharmaceutical industry is around

1.9% of the industry’s turnover. This obviously, is very low when

compared to the investment on R & D by foreign research-based pharma

companies. They spend 10 - 16% of the turnover on R & D. However, now

that India is entering into the Patent protection area, many companies

are spending relatively more on R & D.

When it comes to clinical evaluation at the time of multi-center trials,

India would provide a strong base considering the real availability of

clinical materials in diverse therapeutic areas. Such active collaboration

will be mutually beneficial to both partners. According to a survey by the

Pharmaceutical Outsourcing Management Association and

Bio/Pharmaceutical Outsourcing Report, pharmaceutical companies are

utilizing substantially the services of Contract Research Organizations

(CROs).

Indian Pharmaceutical Industry, with its rich scientific talents,

provides cost-effective clinical trial research. It has an excellent record

of development of improved, cost-beneficial chemical syntheses for

various drug molecules. Some MNCs are already sourcing these services

from their Indian affiliates.

The Pharmaceutical and Biotechnology Industry is eligible for weight

deduction for R&D expense upto 150%. These R&D companies will also

enjoy tax holiday for 10 years. A promotional research and development

fund of Rs.150 crores is set up by the Government to promote research

and development in the pharmaceuticals sector.

GROWTH INDICATORS
(Rs. crores)
1965-66 1999-00
Capital Investment 140 2,500
Production:
Formulations 150 15,960
Bulk Drugs 18 3,777
Import 8.20 3,441
Export 3.05 6,631
R&D Expenditure 3 320
 Number Of Units
Years Units
1969-70 2,257
1979-80 5,156
1989-90 16,000
1999-00 20,053

Investment
Years (Rs. crores)
1973 225
1977 450
1979 500
1982 600
1985 650
1988 800
1993 1,060
1994 1,200
1995 1,380
1996 1,600
1997 1,840
1998 2,150
1999 2,500
 Production - Bulk Drugs
Years (Rs. crores)
1980-81 240
1981-82 289
1982-83 345
1983-84 355
1984-85 377
1985-86 416
1986-87 458
1987-88 480
1988-89 550
1989-90 640
1990-91 730
1991-92 900
1992-93 1,150
1993-94 1,320
1994-95 1,518
1995-96 1,822
1996-97 2,186
1997-98 2,623
1998-99 3,148
1999-00 3,777
 Production - Formulations
Years (Rs. crores)
1980-81 1,200
1981-82 1,434
1982-83 1,660
1983-84 1,760
1984-85 1,827
1985-86 1,945
1986-87 2,140
1987-88 2,350
1988-89 3,150
1989-90 3,420
1990-91 3,840
1991-92 4,800
1992-93 6,000
1993-94 6,900
1994-95 7,935
1995-96 9,125
1996-97 10,494
1997-98 12,068
1998-99 13,878
1999-00 15,960
 Exports (Rs. Crores)
Years Finished % of Bulk Drugs % of Total
Formulations Total Including Total
Quinine Salts
1980-81 35.10 (76) 11.28 (24) 46.38
1981-82 69.34 (82) 15.45 (18) 84.79
1982-83 54.60 (83) 11.34 (17) 65.94
1983-84 61.46 (77) 18.46 (23) 79.92
1984-85 99.50 (77) 29.25 (23) 128.75
1985-86 106.59 (76) 33.36 (24) 139.95
1986-87 102.12 (54) 87.16 (46) 189.28
1987-88 88.25 (39) 139.71 (61) 227.96
1988-89 157.29 (39) 242.87 (61) 400.16
1989-90 314.20 (47) 350.50 (53) 664.70
1990-91 371.40 (47) 413.40 (53) 784.80
1991-92 558.50 (44) 722.60 (56) 1,281.10
1992-93 965.50 (70) 409.50 (30) 1,375.00
1993-94 1,310.80 (71) 530.80 (29) 1,841.60
1994-95 1,505.50 (66) 760.10 (34) 2,265.60
1995-96 2,044.80 (64) 1,132.90 (36) 3,177.70
1996-97 2,509.20 (61) 1,581.10 (39) 4,090.30
1997-98 3,180.00 (59) 2,173.00 (41) 5,353.00
1998-99 3,194.90 (54) 2,764.10 (46) 5,959.00
1999-00 - - - - 6,631.00
 Imports - Composition
Years Bulk Formulations Intermediates, Total
Drugs Chemicals, Solvents &
others
1980-81 87.24 9.62 15.68 112.54
1981-82 105.06 1.93 29.34 136.33
1982-83 115.55 5.41 27.52 148.48
1983-84 123.06 3.43 36.85 163.34
1984-85 178.41 10.17 27.05 215.63
1985-86 208.13 15.82 43.44 267.39
1986-87 207.49 21.84 58.26 287.59
1987-88 234.13 21.44 93.87 349.44
1988-89 328.35 35.43 83.13 446.91
1989-90 425.64 55.09 171.39 652.12
1990-91 322.57 84.94 196.49 604.00
1991-92 458.51 96.12 252.75 807.38
1992-93 508.39 119.51 509.48 1,137.38
1993-94 612.74 138.33 415.46 1,166.53
1994-95 811.43 173.02 384.27 1,368.72
1995-96 1,630.00 270.00 505.00 2,405.00
1996-97 1,705.00 345.00 555.50 2,605.50
1997-98 1,827.00 430.00 611.00 2,868.00
1998-99 1,918.00 540.00 670.00 3,128.00
1999-00 2,025.00 680.00 736.00 3,441.00
 CHAPTER NO : 2

OBJECTIVES, HYPOTHESES,

RESEARCH METHODOLOGY,

SCOPE & LIMITATIONS

 2. OBJECTIVES, HYPOTHESES,RESEARCH METHODOLOGY &

SCOPE & LIMITATIONS

This chapter generally deals with development management of

information. A Marketing Information System (MIS) has been developed

to provide with the market potential of injectible range of products in

Malegaon City.

A MIS consists of people, equipment & procedures to gather, sort,

analyse, evaluate & distribute needed, timely & accurate information to

marketing decision makers.

THE MARKETING INFORMATION SYSTEM

Marketing Information System

Marketing Marketing
Managers Assessing Internal Marketing Environment
infn. needs records intelligence
Target
Analysis Markets

Planning Mktg
Channels
Implement- Mktg Marketing
Distributing Research Competitors
ation decision
infn. support Public
Control Analysis
Macro Envt
Forces

Marketing Decision & communication

In the study we have designed objectives & Hypotheses. A research

Methodology has been formulated to achieve our objective of the study

& study & Limitations are also discussed here.

2.1. OBJECTIVES :
The objectives of the study form the basis for work & provide a

yardstick for evaluation and fulfillment of the project.

The major objectives of the study are:

 To analyze the market potential of the injectable range in

Malegaon City.

 To analyze the major market players and close competitors in

injectable market.

 To identify the major customers of the Injectable products &

that of ASCENT BIOCARE .

 To analyze the market share of the company.

2.2. HYPOTHESES :
A Hypothesis is a statement of a tentative supposition or a

possible solution to a problem based on marketing experience or

judgment and/or documentary evidence. As these tests are conducted

based on evidence thrown up by a sample, errors cannot be totally

eliminated.

Hypothesis 1: Malegaon is having good potential for injectable

products.

Hypothesis 2: The doctors are purchasing Injectable range of products

depending on PRICE.

Hypothesis 3: M.J. Hospital is a major customer for Injectable

products of ASCENT BIOCARE .

2.3. RESEARCH METHODOLOGY :
Marketing Research is a systematic gathering, recording & analysis of

data about the problems relating to the marketing of goods & services &

analysis of information relevant to the identification & solution of any

problem in the field of marketing.

Research is conducted to analyze many features like knowing the

demographic features of consumers of both actual & potential,

evaluating the product performance of the firm in terms of turn over,

profits, and competitions in Malegaon City.

Effective marketing research involves Five Steps as shown in the Figure

below:

THE MARKETING RESEARCH PROCESS

Define the
Develop Collect the
Problem Present
the information Analyze
& the
Research / Field the
Research Findings
Design Work Information
Objectives

STEP 1: DEFINE THE PROBLEM & RESEEARCH OBJECTIVES:

An old adage says,” A problem well – defined is half solved”.

The problem & objective of the study has been already defined under

the sub-heading 2.1.

STEP 2 : DEVELOP THE RESEARCH DESIGN:

This stage spells out how to achieve the stated Research objectives. The

data collection methods, the specific research instrument, & the

 sampling plan that will be used for collecting the data & the

corresponding cost are the elements that contribute the Research

Design.

a) Data Collection Method : Data collection looks forward to data

analysis; data requirements for various analytical techniques

must be anticipated in the data collection phase.

The Research design here calls for gathering two types of data to

achieve the objectives.

• Primary data : An original data to suit the objective of the study

was collected by field visits through research instruments and personal

interviews.

i) The following persons were interviewed:

• Manager- Marketing Services (Mr. ANIS MIRZA) : As he manages

the total marketing activities of the company, he was interviewed.

The above mentioned people were selected through Convenience

Sampling technique to get a preliminary sense of how people feel about

the topic in question.

ii) A sample was taken for the purpose of achieving the research

objective.

a) Sampling Unit : The Retailers at Malegaon city are surveyed for

the study.

b) Sample size : A sample of 50 Retailers at Malegaon city were

taken.

c) Sampling Technique: The samples were selected through Random

Sampling Method.
d) Research Instrument : A structured Questionnaire was used as

an instrument. It was carefully developed & debugged before circulating into

the field. There are both closed end questions & open-end questions.

• Secondary Data : The data will be collected through the following

internal sources:

 Journals, Magazines & newspapers.

 Internet websites.

 Brochures, leaflets, Company profile.

 Sales performance sheets

 Monthly Target Achievement Report.

STEP 3 : COLLECT THE INFORMATION / FIELD WORK :

To achieve the Research objective data has to be collected; this is

known as Field Work. Two stages in Field work are :

• Planning : The Field visits, the geographical area of coverage, the

number of days for entire operation & the pattern to be used for Choosing

sample units was planned in accordance with details spelt out in Sampling plan.

• Supervision : Care was taken to ensure the data collected was

genuine & accurate.

STEP 4 : ANALYZE THE INFORMATION :

This stage deals with extracting pertinent findings from the collected

data. The collected data are processed, organized & arranged

(tabulated) in a format that makes it easy to understand & directly helps

in decision making process.

 STEP 5 : PRESENTING OF FINDINGS :

On the basis of analysis the findings are presented.

2.4. SCOPE & LIMITATIONS OF THE STUDY :

The scope of the study is to do with understanding the market potential

of injectible range of products at Malegaon city. It also gauges the

company image & suggests the ways of bettering it.

The study is not free from limitations:

 The study was completed in two months which is inadequate for

the detailed analysis of the study.

 The study is limited to the sample size taken & a particular

geographical area (Malegaon city). The results are bound to change for any

change in the sample size and location.

 In this dynamic market environment the data collected becomes

old & research findings based on them rather irrelevant.

 There are possibilities of distortion of data due to Respondent’s

bias & dishonest answers. There may also be lack of co-operation.

The result of the study may not be applied to another company in the

same industry.
 CHAPTER NO : 3

COMPANY PROFILE
INTRODUCTION :

ASCENT BIOCARE is one of the fast growing names in quality products

established in 2007.

It has acquired a great success in its previous endeavours & has won the

lion’s share in Southern markets of India. They are now pursuing their

corporate mission of spreading business in other parts of the country.

They have launched themselves initially in the injectable market of

Maharashtra State, as it is the most potential market of the country.

QUALITY & REASONABLE PRICE are the two essential factors to

succeed in this era of cut-throat competition. They make every effort to

see to it that their merchandise shall be of a quality that will merit the

confidence of our customers.

The company is successfully managed & operated by well-experienced

entrepreneurs. Every unit of our organization consists of dedicated

professionals & is well coordinated under fully programmed system.

Standing in the trade for many years we have in our credit a most

efficient team, consisting of highly qualified personnel having

outstanding experiences of over 25 years in various fields ready to

represent the organization at most potential segments of the market.

The plant is well equipped with the state-of-the-Art & highly automated

machinery to bring quality Export & Generic formulations within the

reach of ailing humanity at affordable prices.

To mention briefly, their products are manufactured complying with

different pharmacopoeias using imported raw material & are subjected

to various SOPHISTICATED QUALITY CONFIRMING TESTS such as

Pyrogen / LAL Test, Sterility Test, H.P.L.C. G.L.C., T.L.C. & others. Thus

they provide unique sense of relief & safety to the user. The facilities

for Quality Control & Quality Assurance are in line with production. The

standards of packaging adopted by them preserve the potency of the

medicines till the last drop.

The organization has always enjoyed a good reputation in the market due

to its innovative strategies & for providing a perfect blend of quality at

economical price, prompt services, instant problem solving features &

boosting the spirits of our patrons by encouraging, motivating, guiding &

supporting them all the time.

The company has established facilities to conform Good Manufacturing

Practice (G.M.P.) prescribed by Food & Drug Administration (F.D.A.) for

formulation unit achieving high standards for the products.

Overall functions of the manufacturing, Quality Control,

Administrative & at the Marketing level, have been co-ordinated

under fully computerized system. The company is soon planning to go

for expansion according to WHO GMP norms & guidelines.

 LAND & BUILDING :

The company is being guarded after by round the clock Security

Personnel.

PRODUCTION CAPACITY :

SECTION CAPACITY PER MONTH PER YEAR

Ampoules 1 - 3 ml 30000 / day / shift 7.00 Lacs 0.90 Crores

10 ml 25000 / day / shift 6.25 Lacs 0.75 Crores
Vials 10 ml 50,000 / day / shift 6.25 Lacs 0.75 Crores
30 ml 35,000 / day / shift 4.25 Lacs 0.50 Crores

RAW MATERIALS / SUPPLIERS :

Major raw materials are available indigenously & are procured from local

manufactures & suppliers. The company does not foresee any problem

in procuring the required raw materials.

TRANSPORT :

Approved transporters are available like Ghatge Patil Transport, Arco

Roadways, Patel Roadways, Transport Corporation of India, R.K.Transport,

Hajibhai Transport & Khandesh Speed Carriers etc. having their depots

at Mumbai & Bhiwandi.

MAN POWER :

The total man-power employed consisting of professional, Skilled Semi-

skilled & unskilled employees over & above field force for marketing /

Sales. The company foresee no problem in recruiting additional

manpower.

MARKETING & SELLING ARRANGEMENTS :

The Company has recently started a wide network of stockists &

distributors in Maharashtra for the marketing our range of Quality

Generics Injectables & Ophthalmic Preparations. These distributions are

supplemented by C & F arrangements.

GOVERNMENT REGISTRATION : REGISTERED WITH DGQA

GRADE – I

In a nutshell to say M/S. ASCENT BIOCARE is professionally managed

by a group of efficient marketing personnel, technocrats with

reasonably sound financial background.

The following are salient features of the organization :-

A) Ultra- modern manufacturing facilities : The company has modern

plant and facilities,

B) Prompt delivery of Finished products assured : The company

assures a consistently good- quality of services and prompt deliveries

of finished products after testing of materials is completed.

C) Highly Qualified, experienced & Quality Control Staff : It has

highly qualified and experienced staff for supervising & conducting the

operations of the Manufacturing, Quality Control and Quality

Assurance Sections.

D) Well connected by Road : Malegaon is well connected by road, is

only at a distance of 285 Km from Mumbai.

E) Access to modern telecom facilities : The plant has been

equipped with modern telecom facilities such as fax. Telephone, e-

mail etc. to enable flow of communication and information.

Other Features that keeps ASCENT afoot :

1) ASCENT Injectables ensure optimization of standard as

per Export G. M. P. ( Good Manufacturing Practices).

2) ASCENT Provides Safety with affordable price along with

1st Quality Ampoules & Vials USP Type - I.

3) Self Sealing (Automatic Air Sealing) Butyl / Latex Rubber Plugs

qualify more than 10 - 15 pricks.

4) A. R. Grade Imported Raw Material, ensure 100% Drug assay to IP /

BP / USP Standards.

5) High precision test like H. P. L. C. (High Performance Liquid

Chromatography), G. L. C. (Gas Liquid Chromatography), & L. A. L.

(Bacterial Endotoxin) Qualify Highest International Rating Quality.

Consequently, ASCENT Injectables provide Unique Sense of Security

& relief to patients in minutes. Thus early establishment of Goodwill

between Doctors & Patients.

PRODUCTS & ITS FEATURES

1) Inj. DEFINIT - ( Inj. Diclofenac Sodium I.P.– 25mg/ml)

A Definite Solution To Problems Of All Sorts Of Pains & Inflammation.

Inj. DEFINIT is having Anhydrous Diclofenac Sodium which disperses very

fast and acquires larger area for absorption. Thus, DEFINIT is absorbed
quickly.

Inj. DEFINIT provides a remarkable and quick relief to the patients

suffering from :
Rheumatoid arthritis
Musculoskeletal injuries
Postoperative pain
Dislocation
Ankylosing spondylitis, etc.

Inj. DEFINIT is available in packing of 3 ml Ampoules & 30 ml Multidose

vials.

2) Inj. GENTLE - ( Inj. Gentamicin Sulphate – 40 mg/ml)

GENTLE cures all complexities gently & much effectively.

Inj. GENTLE is a potent antibiotic having a broader spectrum of action
against various ailments. GENTLE is valuable in ill patients with impaired
host defence.

GENTLE has Consistent Clinical results in :

Burns – 96%
W.T. – 98%
Surgical Infections – 95%
Severe Bronchopneumonia 92%
Inj. GENTLE is available in packing of 30 ml Vials.
3) Inj. DXM - ( Inj. Dexamethasone Sodium phosphate – 4 mg/ml)

Inj. DXM is the most widely used cortico – steroid. Inj. DXM meets any
emergency with intensified potency & strikingly rapid corticosteroid action,
thus ensuring speedy reversal of the situation in the patients favour.
Inj. DXM is effective in :
Allergic reactions
Acute dermatological disorders
Rheumatic disorders
Acute stage of infections, etc.

Inj. DXM is available in packing of 2ml Vial and 30ml Vial.

4) Inj. A ‘D’ LOC - ( Inj. Ranitidine HCl – 25 mg/ml)

Inj. A ‘D’ LOC is the perfect locking agent for problems of ACIDITY &
ULCERS.

A ‘D’ LOC the most potent H2 receptor antagonist.

If you are searching an remedy to ailments of :

1) Gastric & Duodenal ulcer
2) Gastro oesophageal reflux & erosive oesphagitis,
3) Stress ulcer & Zollinger Ellison syndrome,
4) Prevention of Acid aspiration, etc.

Inj. A ‘D’ LOC is available in 2 ml Ampoules / 30 ml Multidose Vials.

5) Inj. ABCAINE - ( Inj. Lignocaine HCl – 2%)

Inj. ABCAINE - A ( Inj. Lignocaine HCl- 2% + Adrenaline I.P.)

For rapid & less complicated anesthetic action,

Inj. ABCAINE & Inj. ABCAINE - A
Inj. ABCAINE & Inj. ABCAINE- A is effective for:
Infiltration anesthesia, Surface application, epidermal anaesthesia, Regional
anaesthesia & Nerve Block
6) Inj. AMMY - ( Inj. Amikacin Sulphate I.P. – 50mg/ml)

AMMY a potent weapon for gram negative bacteria.

AMMY is most effective against Aerobic Gram - ve bacilli Including life
threatening pseudomonas.
AMMY has a wider Aminoglycoside Spectrum.
AMMY has no cross resistance with other aminoglycosides
AMMY has a higher safety index compared to other aminnoglyosides.
AMMY is a safer gram negative antibiotic

AMMY is available in 10 ml & 30ml Vial for 50mg/ml.

7) Inj. BECOMFORT - ( Inj. Vitamin B- Complex)

A provider of LONG LASTING COMFORT.

BECOMFORT provides much needed vitality at every juncture.

BECOMFORT the most dependable source of Vitamin B’Complex in
Deficiency
Chronic diarrehoea
Prolonged Antibiotic treatment
Dysphagia
Chronic illness
Post operative period

BECOMFORT is available in 30 ml vials that can be used IM /IV.

The following range of Injections are also available :

1) INJ. DEXTROSE 25%

25 ml Ampoule
A bundle of energy

2) ATROPINE SULPHATE
0.6 mg/ml – 1ml ampoule / 10ml Vial.
Rope in the life with ASCENT BIOCARE’s Atropine
3) INJ. SODIUM BICARBONATE
7.5 % - 10 ml Ampoules

4) INJ. ADRENALINE BITRATRATE INJ.

1ml Ampoule
Keep the heart beating

5) INJ. AMINOPHYLLINE
25 mg / ml – 10 ml Ampoules
Clear the airway with ASCENT BIOCARE’s Aminophylline

6) INJ. CYNOCOBALAMIN
500mcg/ml – 30 ml Vial
 CHAPTER NO : 4

INTERPRETATION & ANALYSIS

OF RESEARCH DATA
4. INTERPRETATION & ANALYSIS OF RESEARCH DATA :

This chapter includes graphical representation of the data collected that

makes it easy to understand & directly helps in decision making process.

4.1. TABULATION, GRAPHICAL REPRESENTATION & RELEVANT

INTERPRETATIONS :

The data obtained from the survey of retailers through the structured

questionnaire is analyzed & following tables, graphs & interpretations are

generated

TABLE 4.1

COMPANIES SUPPLYING INJECTABLES

SR.NO. NAME OF THE COMPANY NO. OF RETAIL COUNTERS

1 ASCENT BIOCARE 37
2 CADILA 33
3 RANBAXY LABS LTD. 30
4 CIPLA 29
5 FDC LTD. 21
6 IND-SWIFT 15
7 DWD 15
8 GERMAN REMEDIES 13
9 IPCA 13
10 WOCKHARDT 11
11 DR. REDDY’S 10
12 EMCURE 10
13 GLAXO 8
14 ALKEM 7
15 LUPIN 6
16 GENO PHARMA 5
17 PFIZER 5
18 VHB 5
19 USV 4
20 ETHNOR 4
21 UNICHEM 3
22 OTHERS 42
 COMPANIES SUPPLYING INJECTABLE PRODUCTS

45

NO. OF RETAIL COUNTERS

40
35
NO. OF RETAIL COUNTERS
30
25
20
15
10
5
0

UNICHEM
EMCURE

ETHNOR
PFIZER

OTHERS
IND-SWIFT

LUPIN
FDC LTD.

GENO
DR. REDDY’S
GERMAN
IPCA
WOCKHARDT
CIPLA

DWD
ASCENT
CADILA

VHB
USV
ALKEM
GLAXO
RANBAXY

COMPANIES

INTERPRETATION :

The analysis of above tabulation shows that in Malegaon city the company
supplying the greater volume of injectables is M/S. ASCENT BIOCARE.

-----------------------------------------------------------------------------------
OTHERS: It includes a number of companies that cater only limited number of retailers

TABLE NO.: 4.2

CLOSE COMPETITORS

SR.NO. NAME OF THE COMPANY NO. OF RETAIL COUNTERS

1 ASCENT 37
2 CADILA 33
3 RANBAXY 30
4 CIPLA 29
5 FDC LTD. 21
6 IND-SWIFT 15
7 DWD 15
8 GERMAN REMEDIES 13
9 IPCA 13
10 WOCKHARDT 11
11 DR. REDDY’S 10
12 EMCURE 10
 ASCENT
CLOSE COMPETITORS OF INJECTABLE PRODUCTS
CADILA

RANBAXY
CIPLA
NO. OF RETAIL COUNTERS

40
FDC LTD.
30 IND-SWIFT
DWD
20
GERMAN REMEDIES
10
IPCA
0 WOCKHARDT

COMPANIES DR. REDDY’S

EMCURE

INTERPRETATION :

The analysis of above tabulation shows that the major & close competitors
of M/S. ASCENT BIOCARE are Cadila Pharmaceuticals, Ranbaxy Labs ltd,
Cipla Ltd, & FDC ltd in Malegaon City

TABLE NO.:4.3
CUSTOMERS OF INJECTABLES

SR.NO. SPECIALIZATION NO. OF CUSTOMERS

1 G.P.s 42
2 GYNAEC 26
3 GEN. SURGEONS 25
4 CARDIOLOGISTS 14
5 OPTHALMALOGIST 9
6 PAEDIATRICIANS 9
7 ORTHO. SURGEON 8
8 E.N.T. SPECIALIST 6
9 DENTISTS 3
10 OPTICIANS 1
11 NEUROLOGISTS 1
12 PSYCHATRIST 1
13 N.A. 2
 CUSTOMERS OF INJECTABLE PRODUCTS
45
NO. OF CUSTOMERS 40
35
30
25
20
15
10
5
0

ORTHO. SURGEON

NEUROLOGISTS
GEN. SURGEONS

CARDIOLOGISTS

E.N.T. SPECIALIST
PAEDIATRICIANS
OPTHALMALOGIST

DENTISTS

OPTICIANS

PSYCHATRIST
GYNAEC
G.P.s

N.A.
SPECIALIZATION

INTERPRETATION :

The analysis of above tabulation shows that the major customers of

injectables products are General Practitioners, gynecologists, general
surgeons & cardiologists.

TABLE NO.: 4.4

HOSPITALS USING INJECTABLES

SR.NO. HOSPITALS RETAIL SERVICE

1 M.J. 13
2 VAIDYA 5
3 NOOR 4
4 PATIL ACCIDENT 4
5 MEDICARE 4
6 SITABAI 3
7 NAVJEEVAN 3
8 KARWA 3
9 HUSSEINI 2
10 MANGOLEKAR 2
11 BURUDE 2
12 LIFECARE 2
13 MAMCO 2
14 CLINICS (NOT HOSPITALS) 8
15 OTHERS 18
16 N.A. 2
 HOSPITALS USING INJECTABLE PRODUCTS

20
18

RETAIL SERVICE
16
14
12
10
8
6
4
2
0

CLINICS (NOT

OTHERS
MANGOLEKAR
MEDICARE

HUSSEINI
ACCIDENT

LIFECARE
BURUDE

HOSPITALS)
NOOR

N.A.
MAMCO
M.J.

SITABAI
NAVJEEVAN

KARWA
VAIDYA

PATIL

HOSPITALS

INTERPRETATION :

The analysis of above tabulation shows that the hospital with greater
consumption of injectable products is M.J.Hospital.

TABLE NO.: 4.5

COMPANY SHARES

SR.NO. NAME OF THE COMPANY SHARE

1 ASCENT 22
2 RANBAXY 7
3 IPCA PHARMA 4
4 CADILA PHARMA 3
5 EMCURE 2
6 IND-SWIFT 2
7 OTHERS 8
8 N.A. 2
TOTAL 50
 COMPANY SHARES

25
SHARE 20
15
10
5
0

EMCURE

IND-SWIFT
PHARMA

PHARMA

OTHERS

N.A.
ASCENT

RANBAXY

CADILA
IPCA
COM PANY NAM E

INTERPRETATION :

The analysis of above tabulation shows that M/S. ASCENT BIOCARE enjoys
major share of injectable market in Malegaon City.

------------------------------------------------------------------------------------
Others : It includes those companies whose products are in demand by a negligible
number of retailers.
N.A. : it includes those retailers who do not supply injectable range of products.

TABLE NO.: 4.6

MARKET SHARES OF INJECTABLES

SR.NO. CATEGORY RATINGS PERCENTAGE

1 BELOW 50% 36 72%
2 50 % - 60 % 12 24%
3 60 % - 70 % 0 0
4 70 % - 80 % 0 0
5 ABOVE 80 % 0 0
6 N.A. 2 4%
TOTAL 50 100%
 MARKET SHARE OF INJECTABLES

04%
BELOW 50%
50 % - 60 %
24%
60 % - 70 %
70 % - 80 %
ABOVE 80 %
N.A.

72%

INTERPRETATION :

The analysis of above representation shows that as per the majority of

opinions (72%) the share of injectable market is BELOW 50%.

TABLE NO.: 4.7

FACTORS INFLUENCING DEMAND

SR.NO. FACTORS RATINGS PERCENTAGE

1 COMPANY IMAGE 6 8%
2 PRICE 42 57%
3 QUALITY 24 32%
4 SPECIAL SCHEMES 0 0%
6 N.A. 2 3%
 FACTORS INFLUENCING DEMAND
3%
0% 8%

COMPANY IMAGE
32% PRICE
QUALITY
SPECIAL SCHEMES
N.A.

57%

INTERPRETATION :

The analysis of above representation shows that the major features that
influence the demand of injectables products is PRICE.

TABLE NO.: 4.8

FAST MOVING MOLECULES OF ASCENT BIOCARE

SR.NO. MOLECULE MOVEMENT

1 ONDANSETRON 25
2 DICLOFENAC 20
3 RANITIDINE 13
4 GENTAMICIN 10
5 ATROPINE SULPHATE 10
6 B-COMPLEX 8
7 VITAMIN C 4
8 ADRENALINE 3
9 DEXAMETHASONE 2
10 CALCIUM WITH VITAMIN D3 2
11 CALCIUM GLUCONATE 2
12 OTHERS 4
13 N.A. 11
 N.A.
FAST M OVING M OLECULES OF EM PL
OTHERS
CALCIUM GLUCONATE
CALCIUM WITH VITAMIN D3
EMPL MOLECULE 11 DEXAMETHASONE
4
2 ADRENALINE
2
2 VITAMIN C
3 B-COMPLEX
4
8 ATROPINE SULPHATE
10
10 GENTAMICIN
13
20 RANITIDINE
25 DICLOFENAC
ONDANSETRON
0 10 20 30
MOVEMENT

INTERPRETATION :

The analysis of above representation shows that the fastest moving

molecule of ASCENT BIOCARE is Ondansetron. Other products of greater
demand are Diclofenac Sodium & Ranitidine.

TABLE NO.: 4.9

MAJOR CUSTOMERS OF ASCENT BIOCARE

SR.NO. DOCTORS NO. OF DOCTORS

1 G. P.s 25
2 GYNAECOLOGIST 16
3 GEN. SURGEONS 15
4 ORTHOPAEDIC SURGEON 6
5 CARDIOLOGISTS 5
6 OPTHALMALOGISTS 3
7 PAEDIATRICIANS 2
8 OTHERS 3
9 N.A. 12
 MAJOR CUSTOMERS OFASCENT

NO. OF DOCTORS
30 25
25
20 16 15
15 12
10 6 5
3 2 3
5
0

GEN. SURGEONS

ORTHOPAEDIC

CARDIOLOGISTS

OPTHALMALOGISTS

PAEDIATRICIANS
GYNAECOLOGIST

OTHERS
G. P.s

N.A.
SURGEON
DOCTORS

INTERPRETATION :

The analysis of above representation shows that major customers of

ASCENT BIOCARE are General Practitioners.

TABLE NO.: 4.10

HOSPITALS USING ASCENT INJECTABLES

SR.NO. HOSPITALS RETAIL SERVICE

1 M.J 10
2 NOOR 3
3 PATIL ACCIDENT 3
4 MEDICARE 3
5 NAVJEEVAN 2
6 BURUDE 2
7 CLINICS 4
8 OTHERS 11
9 N.A. 12
TOTAL 50
 HOSPITALS USING ASCENT INJECTABLES

RETAIL SERVICE
14 11 12
12 10
10
8
6 3 3 3 4
4 2 2
2
0

OTHERS
MEDICARE
ACCIDENT

BURUDE

CLINICS
NAVJEEVAN
NOOR

N.A.
M.J

PATIL
HOSPITALS

INTERPRETATION :

The analysis of above representation shows that the hospital with greater
consumption of ASCENT BIOCARE injectable products is M.J. HOSPITAL.

TABLE NO.: 4.11

KEY FEATURES OF ASCENT INJECTABLES

SR.NO. FEATURES RATINGS PERCENTAGE

1 QUALITY 30 35%
2 REASONABLE PRICE 22 26%
3 EASY AVAILABILITY 19 22%
4 FAST ACTION 2 2%
5 PACKING 1 2%
6 N.A. 11 13%
TOTAL 85 100%

KEY FEATURES OF ASCENT PRODUCTS

QUALITY
13%
2% REASONABLE PRICE
2% 35%
EASY AVAILABILITY

FAST ACTION
22%
PACKING
26%
N.A.
INTERPRETATION :

The analysis of above representation shows that the important features

that influence the sales volume / demand of ASCENT BIOCARE injectables
products is QUALITY.

TABLE NO.: 4.12

SUGGESTIONS TO IMPROVE ASCENT SALES

SR.NO. FEATURES RATINGS PERCENTAGE

1 REGULAR SUPPLY 21 34%
2 SAMPLES FOR DOCTORS 13 21%
3 REVISION OF PRICELIST 10 16%
4 NO SUGGESTIONS 9 15%
5 INCREASE PRODUCT RANGE 7 11%
6 ARRANGE PARTIES 2 3%
TOTAL 62 100%

SUGGESTIONS TO IM PROVE ASCENT SALES REGULAR SUPPLY

SAMPLES FOR
DOCTORS
3%
11% REVISION OF
PRICELIST
34%
15% NO SUGGESTIONS

INCREASE PRODUCT
RANGE
16%
21% ARRANGE PARTIES

INTERPRETATION :

The analysis of above representation shows that most of the retailers feel
that the sales volume of ASCENT BIOCARE products can be improved by
MAINTAINING A REGULAR SUPPLY to meet the demand.
 4.2. MARKET PERFORMANCE OF ASCENT BIOCARE :

Having gone through various records of ASCENT BIOCARE and while

getting the questionnaire filled by the retailers & by visiting many

hospitals it was found that:

• M/S. ASCENT BIOCARE is enjoying the major share of injectable

market in Malegaon city. (see graph 4.1 & 4.5)

• The injectable products of ASCENT BIOCARE with greater

demand are Ondansetron, Diclofenac Sodium , Ranitidine, Gentamicin

Sulphate , etc. The other products find a movement as being ordered along

with the key products. (see graph 4.8)

• In Malegaon city M.J. HOSPITAL is found to be the major hospital

with maximum consumption of Injectable products. ( see graph 4.4 & 4.10)

• The major customers of injectables products are General

Practitioners, gynecologists & general surgeons. The customers of ASCENT

BIOCARE are General Practitioners. (see graph 4.3 & 4.9)

• The customers purchase the products depending upon price &

quality. These are the same features that influence the demand of ASCENT

BIOCARE products. ( see graph 4.11)

4.3. STRATEGIES EMPLOYED BY THE COMPANY :

The strategies employed by the company to attract & motivate

customers, field staff & middlemen (retailers) are:

• Doctors are frequently visited as per the tour programme

prepared.
• New customers are approached through a complete detailing of the

company products & with promotional aids like pamphlets, brochures and

visual aids & also samples.

• New and old users are presented with motivational gifts &

attractive offers. There is a friendly relationship built with the customers.

• Various schemes are launched seasonally to keep the flow of orders

maintained at all seasons.

• Price discounts are offered on bulk purchases, frequent users &

timely payment, etc.

• The middle men are motivated through price – off offers, quantity

off offers, gift etc. they are also given festive offers.

• Bonanza offers are offered to middle men on achievement of

annual targets achieved.

• The representatives are offered schemes like incentives on

achievement of sales target.

• The representatives are provided with training programmes to

develop their knowledge & personality.

4.4. ROLE TOWARDS THE RETAILERS :

The Organization has to perform the following role towards the

retailers :

• Regular calls by representatives

• Checking product availability
• Generating and placing orders.
• Collect information of prescriber, new products, competitive
activities, latest advancements, etc.
• Attending to complaints and listening to suggestions.
 CHAPTER NO : 5

CONCLUSION &

RECOMMENDATION
5. CONCLUSION & RECOMMENDATIONS :

The diagnosis of the study helps to bring out the conclusions and

recommendations for the betterment of the organization. It also presents

the SWOT Analysis of the organization.

5.1. CONCLUSIONS :

After the exhaustive study of injectable Market in Malegaon city

following conclusions have been put forward for the effective role of

ASCENT BIOCARE .

The following conclusions are drawn :

1) As observed from the injectable market share graph

72% of sample feels the share of injectable range at Malegaon city is

BELOW 50%. The maximum share is of tablet & capsules. This

contradicts our HYPOTHESIS -1, that malegaon is having good

potential for injectable products.

2) In case of injectables PRICE plays an important role

for retention & to convince the customers. As injectable is directly

administered in to the blood, QUALITY is another major factor. Thus,

this proves our HYPOTHESIS -2 that doctors purchase injectables

depending on PRICE.

3) ASCENT BIOCARE provides service to many

hospitals in Malegaon city. But as observed , M.J. HOSPITAL has the

greatest demand for ASCENT BIOCARE products. This proves our

 HYPOTHESIS -3 that M.J. HOSPITAL is a major customer of

ASCENT BIOCARE .

4) ASCENT BIOCARE suffers from the problem of not

meeting the demand on time .AS suggested by majority of retailers,

the organization can improve its sales volume if it maintains a regular

supply of products to meet the demands.

5) The sales promotion practiced & special benefits

provided to the retailers at ASCENT BIOCARE & by the competitors

are the same.

6) The major sales volume of ASCENT BIOCARE

depends upon only on a small range of its products. Thus, many

products have reached decline or non-moving stage.

5.2. RECOMMENDATIONS :

The following recommendations have been put forward to lift ASCENT

BIOCARE to its potential heights :

1) It may be useful to prepare a long term plan & follow it up.

2) Explore new product lines. R& D efforts have to be specially

streamlined for it. It must also go for manufacture of tablets, capsules &

syrups to outstand all close competitors.

3) To meet demand a proper production plan must be formulated. The

yearly requirements must be listed and accordingly production synchronized.

4) ASCENT BIOCARE can practice many new schemes to motivate

customers & channel members.

5) The price structure must be revised to attract more prospects.

6) And as suggested by retailers regular supply must be maintained.

APPENDICES
 QUESTIONNAIRE
1. Name of the party:
2. Name of the retailer:
3. Address of the party:
4. Experience in the business:
5. Range of expertise:
6. Do you sell injectable range of products?
7. Which company’s injectable range you sell?
8. Who are the major customers of the injectable range?
9. Which are the major hospitals that you serve?
10. Which doctors prescribe injectable products?
11. According to you which molecule is moving faster in the market?
12. Which company enjoys the major share in injectables?
13. Market share of the injectable products in your territory:
a) Below 50%
b) 50 – 60%
c) 60 – 70%
d) 70 – 80%
e) Above 80 %

14. What are the factors that influence the demand of the product?
15. Do you use injectable range of products manufactured by ASCENT BIOCARE ?
16. Which molecule of ASCENT BIOCARE is in greater demand?
17. Who are the major customers of ASCENT BIOCARE prodcts?
18. Which Hospital has greater demand of ASCENT BIOCARE prodcts?
19. What are the features of ASCENT BIOCARE products that encourage its
demand?
20. What are the benefits provided by other companies?
21. Any suggestions to increase the sale volume of ASCENT BIOCARE products?
--------------------------------------------------------------------------------------

Date: Signature of retailer

BIBLIOGRAPHY
 BIBLIOGRAPHY

1) Kotler Philip (1988): Marketing Management, 6th edition

2) Drucker, Peter (1990) : Management tasks, Responsisbilities &

practices

3) Sontakki, C. N. (1998) : Marketing Management (In Indian

Background)

4) Drucker, Peter (1990) : The practices of Management

5) Business Magazines : Business Today, India Today

6) Newspapers : Economic Times

7) Internet websites : www.Pharmaceuticals.com

www.sharekhan.com
 INDEX

TITLE PAGE NO

1) Introduction 1

2) Objectives, Hypotheses, Research

16

Methodology & Scope & Limitations

3) Company Profile 23

4) Interpretation & Analysis Of Research Data 33

5) Conclusion & Recommendation

48

APPENDICES: 51

a) Questionnaire

52

b) Bibliography

53
 LIST OF FIGURES

TITLE PAGE NO

1) Introduction 1

1.1) Growth Indicators 10

1.2) Number of units 11
1.3) Investment 11
1.4) Production Bulk Drugs 12
1.5) Prodcution – Formulation 13
1.6) Exports 14
1.7) Imports – Composition 15

2) Interpretation & Analysis Of Research Data

4.1) Companies supplying injectables 35

4.2) Close Competitors 36
4.3) Customers of Injectables 37
4.4) Hospitals Using injectables 38
4.5) Company Shares 39
4.6) Market share of injectables 40
4.7) Factors influencing demand 41
4.8) Fast moving molecules of ASCENT BIOCARE 42
4.9) Major customers of ASCENT BIOCARE 43
4.10) Hospitals using ASCENT BIOCARE injectables 44
4.11) Key features of ASCENT BIOCARE injectables 44
4.12) Suggestions to improve ASCENT BIOCARE sales 45
 Declaration

I _KHATIK SK SHOAIB SK YUNUS _ here by declare that this

dissertation entitled “TO ANALYAZE MARKET POTENTIAL OF

INJECTABLE DRUGS IN MALEGAON CITY” is the result of my

original research work and the same has not been previously submitted

that the dissertation shall be liable to be rejected if found otherwise.

Place: KHATIK SK SHOAIB SK YUNUS

 Acknowledgement

This project report could not have been completed without guidance our

principal and project guide Prof. Mangesh Sanap.

Also I express my thanks to Mr.Waseem Shaiklh (Marketing Manager)

for being helpful and cooperative throughout the project.

Also I express my sincere thanks and gratitude to all dealers for their

direct or indirect help in this project.

This project has indeed been a great learning opportunity and

experience that I shall cherish forever.

KHATIK SK SHOAIB SK YUNUS