Marketing Research

For
New Product Launch:
Gabatop-NT
ARSHIT MAHAJAN
15-MBA-15

THE MAIN OBJECTIVE IS TO

WHEN WHERE WHOM AND
HOW
TO
LAUNCH
THE
PRODUCT IN THE MARKET.

MACMILLON
PHARMACEUTICAL LIMITED

The Indian pharmaceutical industry is a

success story providing employment for
millions and ensuring that essential drugs
at affordable prices are available to the
vast
population of this sub-continent

Company profile
Established in year 2001
Public Limited Company, Limited by Shares
Non Govt. Company
Manufacture, Market and Sell Pharmaceutical &
Health Care Products.

Objective of the company

To foster and advance, in the interest of public
health, Pharmaceutical and Healthcare Science and
Practice.
To promote high standards in the production,
quality assurance and administration of
pharmaceutical and other appropriate products.

ABOUT PRODUCT
GABAPENTIN
An anticonvulsant used for pain relief.
It is a medication used to treat epilepsy,
neuropathic pain, hot flashes, and restless leg
syndrome
NORTRIPTYLINE
It is used in the treatment of major depression and
childhood nocturnal enuresis (bedwetting).

GABAPENTIN +
NORTRIPTYLINE
Few Scientists proposed tthat adding an
antidepressant to an anticonvulsant used for pain
relief may ease difficult-to-treat neuropathic pain.
The investigation and research proved that its effect
on the neuropathic pain is more that both products
separately.

OBJECTIVE OF THE STUDY

To study the competitors for same product in the
market.
To study the potential market for the product
To study the customers(doctors) pricing
constraints, response, emotions and beliefs
regarding the product

RESEARCH METHODOLOGY
Visiting Doctors in various regions.
Study Design: The study was done to know the
perception of the Doctor, their attitude towards
companys product and their response for the
composition of the product and its success.
Sample Design: Collect primary data through
exploratory research specifically field survey.

DATA COLLECTION
Primary Sources
Questionnaire
Sale Reports

Secondary sources

HOW WE DID SURVEY

We visited many areas in Jammu Region specially
the one having clinics of doctors specialized in
neuro.
We contacted doctors from the lower ones to the
higher ones such as the interns, MBBS, PG
Students, MD, MS, DM and even BDS docs.
We went to retailers and interviewed them regarding
the sale of the existing competitors in the market.

SHORT COMINGS
Time Constraint
Area Covered
Number of Doctors Visited.
The higher officials are not much supportive to talk
and interviews.

LEARNINGS
Interaction at the Ground Level.
How to communicate with you customer even if he
is a doctor.
Marketing Skills
You will loose many a times, but should never loose
hope.

DATA ANALYSIS

OBJECTIVE 1 : To study the

competitors for the same products in
the market.
Gabapin NT (INTAS Pharmaceuticals)
Gabanyt (MSN Laboratories )
Biggaba M (Mankind )
Arigaba NT ( Arina Lifescience)
Acegaba NT (Emcure )
Gapitas NT (Tas Med)

Market Share of each brand in J&K

8
2
10

45

20

15

Gabapin NT

Arigaba NT

Acegaba NT

Gabanyt

Biggaba N

Gapitas NT

OBJECTIVE 2 : To study the

potential market for the product.

The private clinics of the neurologists and

neuropsychiatrist.
The Government and private hospitals having neuro
wards.
Near mental hospitals.

Sales of all existing brands in different locations in J&K

3
22

5
8

14

21

Gandhi Nagar
Shalamar Road

13

Trikuta Nagar
Roop Nagar

Nanak Nagar
Satwari

Bakshi Nagar
Kathua

Talab Tillo
Samba

OBJECTIVE 3: To study the customers

(doctors) pricing constraints,
response, emotions and beliefs
regarding the product.
PRICE STRUCTURE:
Gabapin NT (15s) = Rs 20.7/ per tab
Arigaba NT (10s) = Rs 17.5/ per tab
Acegaba NT (10s)= Rs 17.5/ per tab
Biggaba N (10s)= Rs 14.5/ per tab
Gapitas NT (10s)= Rs 19.5/ per tab
Gabanyt (10s) = Rs 17/ per tab

DOCTORS PREFERENCE TOWARDS THE BRAND

15
55

15

Gabapin NT

Arigaba NT

Acegaba NT

Gabanyt

Biggaba N

Gapitas NT

CONCLUSION
The competition is high in the market but with the
increasing potential for the product in the market.
The company has its brand much established by the
name of Gabatop-M
So, the expected results from the study showed the
potential for a successful launch to the product.

Thank you!