CHAPTER I 1.2 INTRODUCTION TO INDIAN PHARMACEUTICAL INDUSTRY INDUSTRY DETAIL 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. Richard Gerster The Indian Pharmaceutical Industry today is in the front rank of Indias sciencebased industries with wide ranging capabilities in the complex field of drug manufacture and technology. 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. Leading Pharmaceutical Companies In the domestic market, Cipla retained its leadership position with 5.27 per cent share. Ranbaxy followed next. The highest growth was for Mankind Pharma (37.2%). Other leading companies in the Indian pharma market in 2010 are 1

Sun Pharma (25.7%) Abbott (25%) Zydus Cadila (24.1%) Alkem Laboratories (23.3%) Pfizer (23.6 %) GSK India (19%) Piramal Healthcare (18.6 %) Lupin (18.8 %)

Future Prospects The Indian pharmaceuticals market is expected to reach US$ 55 billion in 2020 from US$ 12.6 billion in 2009. This was stated in a report title "India Pharma 2020: Propelling access and acceptance, realizing true potential" by McKinsey & Company. In the same report, it was also mentioned that in an aggressive growth scenario, the pharma market has the further potential to reach US$ 70 billion by 2020 Due to increase in the population of high income group, there is every likelihood that they will open a potential US$ 8 billion market for multinational companies selling costly drugs by 2015. This was estimated in a report by Ernst & Young. The domestic pharma market is estimated to touch US$ 20 billion by 2015. The healthcare market in India to reach US$ 31.59 billion by 2020. The sale of all types of pharmaceutical drugs and medicines in the country stands at US$ 9.61 billion, which is expected to reach around US$ 19.22 billion by 2012. Thus India would really become a lucrative destination for clinical trials for global giants.

There was another report by RNCOS titled "Booming Pharma Sector in India" in which it was projected that the pharmaceutical formulations industry is expected to prosper in the same manner as the pharmaceutical industry. The domestic formulations market will grow at an annual rate of around 17% in 2010-11, owing to increasing middle class population and rapid urbanization. Characteristics of Indian Pharmaceutical Industry 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)

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HISTORY The Indian pharmaceutical industry is the world's second-largest by volume and is likely to lead the manufacturing sector of India.[1] India's bio-tech industry clocked a 17 percent growth with revenues of Rs.137 billion ($3 billion) in the 2009-10 financial year over the previous fiscal. Bio-pharma was the biggest contributor generating 60 percent of the industry's growth at Rs.8,829 crore, followed by bio-services at Rs.2,639 crore and bio-agri at Rs.1,936 crore The first pharmaceutical company are Bengal Chemicals and Pharmaceutical Works, which still exists today as one of 5 governmentowned drug manufacturers, appeared in Calcutta in 1930. For the next 60 years, most of the drugs in India were imported by multinationals either in fully formulated or bulk form. The government started to encourage the growth of drug manufacturing by Indian companies in the early 1960s, and with the Patents Act in 1970, enabled the industry to become what it is today. This patent act removed composition patents from food and drugs, and though it kept process patents, these were shortened to a period of five to seven years. The lack of patent protection made the Indian market undesirable

to the multinational companies that had dominated the market, and while they streamed out, Indian companies started to take their places. They carved a niche in both the Indian and world markets with their expertise in reverse-engineering new processes for manufacturing drugs at low costs. Although some of the larger companies have taken baby steps towards drug innovation, the industry as a whole has been following this business model until the present Top 10 Pharmaceuticals in India, as of 2012 Rank Company 1 2 3 4 5 6 7 8 9 10 Abbott India Cipla Ranbaxy Dr .Reddy Laboratories Sun Pharma Ltd Cadila Healthcare Alkem Glaxosmithkline Mankind Pharma Lupin Pharmaceuticals

Patents As it expands its core business, the industry is being forced to adapt its business model to recent changes in the operating environment. The first and most significant change was the January 1, 2005 enactment of an amendment to Indias patent law that reinstated product patents for the first time since 1972. The legislation took effect on the deadline set by the WTOs Trade-Related Aspects of Intellectual Property Rights 5

(TRIPS) agreement, which mandated patent protection on both products and processes for a period of 20 years. Under this new law, India will be forced to recognize not only new patents but also any patents filed after January 1, 1995. Indian companies achieved their status in the domestic market by breaking these product patents, and it is estimated that within the next few years, they will lose $650 million of the local generics market to patent-holder. In the domestic market, this new patent legislation has resulted in fairly clear segmentation. The multinationals narrowed their focus onto high-end patients who make up only 12% of the market, taking advantage of their newly bestowed patent protection. Meanwhile, Indian firms have chosen to take their existing product portfolios and target semi-urban and rural populations R&D Both the Indian central and state governments have recognized R&D as an important driver in the growth of their pharma businesses and conferred tax deductions for expenses related to research and development. They have granted other concessions as well, such as reduced interest rates for export financing and a cut in the number of drugs under price control. Government support is not the only thing in Indian pharmas favor, though; companies also have access to a highly developed IT industry that can partner with them in new molecule discover

1.2 COMPANY DETAILS MOLEKULE INDIA PVT LIMITED (MOLEKULE GMBH ENTERPRISE SWITZERLAND)

ABOUT US Molekule GmbH started his business operation in Switzerland with the mission of listening to the needs of a particular country of operation learning the marketing needs of that country and adapting to the environment and policies to build brands across the globe through strategic brand building efforts and customer focus. Molekule GmbH is at present emerging as a global healthcare company engaged in the business of marketing and distribution of a broad range of pharmaceutical and allied healthcare products. We have successful business operations in several key markets of the world backed by manufacturing and marketing collaboration with several reputed companies in different countries across the globe. We at Molekule realize that brand building is the most important marketing challenge across the globe today and hence we keep a coordinated effort between market research and new product development to ensure continuous flow of new products that are backed by profound brand building efforts in every country we operate across the globe ,ensuring sustain growth in volumes and margins with wide range of different formulations in all major segments Molekule GmbH has built on its strength of developing synergistic alliances and supply chain management, especially for the difficult overseas markets. Our extensive distribution and marketing network, has successfully established us as a dominant player in many regions like Europe, South East Asia, Africa, Canada, Australia and New Zealand. Joint ventures, acquisitions and our own distribution network have given us the necessary muscle and the ability to emerge as winners in all global markets we have ventured. Today we are on an exponential growth path, ever expanding our target markets, to add new countries to our international operational business map.

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MISSION STATEMENT "To achieve our business objectives across the globe through strategic brand building and customer focus" VALUES Integrity and transparency: We set benchmark & systems for measuring results carefully and ensuring integrity and transparency in all our actions. People: We help people to realize their full potential for continuous improvement in performance, encouraging leaders to empower those around them by sharing knowledge and rewarding outstanding efforts, in an environment of challenge and fun. Customer focus: We recognize that brands are the ultimate relationship between customers and the organization. We are accountable to meet the needs of our customer for building brands and long lasting relationships. Performance: We believe enrichment for everybody associated with organization that reflects outstanding performance in terms of profitability. Pursuit of excellence: We believe in striving constantly to outperform our own performance through constructive self criticism, self improvement and personal excellence in all our actions.

GLOBAL OPERATION Molekule GmbH follows marketing principals based on "listening" to the needs of the particular country of operation, "learning" the marketing needs of that country and "adapting" to the environment and policies to build brands not only in that region or country but also across the globe through strategic brand building and customer focus. Our thrust on brand building through our well knit marketing network, international seminars, patient awareness campaign, exhibitions and direct to consumer communications, has earned us loyality and trust from our customers worldwide. Today we are on an exponential growth path to ever expand our target market, and add new countries to our operational business map.

Eastern Europe: Having very good presence in major therapeutic segments. Approval to supply to government and semi government organisations and institutions. Established marketing and distribution networks. Canada:

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Having subsidiary with different marketing efforts and identifying and establishing niche segments to build brands. Having good penetration in both herbal and pharmaceutical formulations. Latin America: Presence in major countries, covering Central and South America and the Caribbean. Focus on pharmaceuticals, over the counter and in-licensing activities. Differentiated marketing efforts are aimed at identifying and establishing niche segments and to create a unique brand identity. Australia: Initiated our presence in over the counter and herbal formulations. Initiated and under process various marketing and distribution alliances that are to be operational in the near future. New Zealand: Focus on Pharmaceutical, over the counter, herbal and in licensing activities. Initiating a subsidiary with vibrant field force to establish brands.

South East Asia: Operation in Hong Kong, Malaysia, Cambodia, Vietnam, Philippines and Sri Lanka. Exports to various countries.

Presence in generics as well as branded formulations. A vibrant field force and established brands. Africa: Operations in East, West, North and South Africa with trade partners in Kenya, Uganda, Congo, Nigeria and Ivory Coast. Good presence in Antibiotics, anti-malarial and anti-tuberculosis segments. Approval to supply to government and semi-government organizations. GCC: Operations in Jordan, Bahrain, Oman and Yemen. Expanded our marketing operation in UAE, Kuwait, Saudi-Arabia and other GCC countries. PEOPLE Molekule GmbH has emerged as a successful global organization by appropriately managing multiracial, multicultural and diverse markets to achieve its business objectives. Our core value is brand building through people and hence we have high regards and respect for people, integrity, networking, diversity, creativity and empowerment The path starting from a potential breakthrough to developing a successful global brand depends on securing the necessary resources, expertise, experience and ability to translate product benefits into novel solutions for diverse healthcare problems in the global market. It is our firm belief that the primary productive and generative asset in any business is 11

its people who drive the business. We at Molekule Gmbh believe that it is important to enhance the emotional and intellectual equity of people and gain their trust and commitment to achieve global organizational goals. We belive that our human capital is our most valuable asset and our people, our core strength. At Molekule GmbH, we work to help people realize their full potential all "throughout the world". We want to be recognized for having a positive impact on people's lives with our brand building exercise, meeting customer needs and even surpassing external expectations. We strive to attain sustainable growth by securing long-term business success. We want to build a reputation for an exciting workplace in which people can realize their potential and their ambitions. We strive to create motivating work environment where creativity and effectiveness are encouraged. We also contribute to society through our economic contribution by positive environmental and social benefits that our brand offers to humanity. We play an active role in making every country and community in which we operate a better place to live and work in; being fully aware that ongoing vitality of our host nations and local communities has a direct impact on the long-term health of our business. THERAPEUTIC SEGMENTS. Molekule GmbH has a noble goal of providing the best brands in healthcare across the globe and in all the countries wherever it operates. We provide quality health care solutions to the ailing millions by catering to various therapeutic segments. Antimicrobials Antimalarials Cardiovasculars Neurology Psychiatry

Gastroenterology Anti diabetics Neutraceuticals Analgesica / Antipyretics QUALITY AND PRODUCTS Molekule GmbH realizes that brand building is the most important challenge across the globe and hence we keep a coordinated effort between market research and new product development to ensure continuous flow of new products backed by sound brand building efforts in every country we operate across the globe. Commitments of channelizing substantial revenues into R & D have always made sound business sense to us. "As we sow as we sow, so shall we reap" is the research and development philosophy we follow. We collaborate with companies having strong manufacturing facilities across the globe and not only focus in developing new formulation and quantitative analytical procedures but also evaluate their clinical effectiveness and safety. Quality culture and quality consciousness is inculcated right from the inception of Molekule GmbH, be it in processes, equipments, test methods, standards and validations or even in mundane activities like cleaning procedures. These are the common practices that we ensure with respect to all our major manufacturing collaborations across the globe. Strict adherence to pharmacopoeial standards practiced worldwide is mandatory for all our manufacturing collaborators across the globe. Our quality management system includes compliance with all regulatory validation procedures ensuring total quality management (TQM). Regular in house and sponsored manpower training and development programmes provide a regulatory environment that encourages continuous improvement in process, 13

testing methods and Total Quality Compliance (TQC)

Product Details Table no.1.01 Company Name MOLEKULE-PHARMA AZIPAR100 SUSP.*** AZIPAR1*3 15ML Product Name Packing

100-DT*** AZIPAR- 15ML 200 SUSP.*** AZIPAR250 TAB**** AZIPAR500 TAB**** BONE-C PLUS CAP** BONE-C PLUS CAP** BONE-C SYP* 200ml 1*15 1*10 1*3 1*6

{200ml} BONE-CFOS-35

1*6

TAB CEFTRICA VIAL S -1.5gm INJ.* CEFTRICA- VIAL 1gm INJ* CEFURICA VIAL 1.5gm INJ* CEFURICA VIAL 750mg INJ.* CEFURICA 1*4 -250 TAB* CEFURICA 1*4 -500 TAB* CEMAXIN- 1*10 100 TAB *** CEMAXIN- 1*10 200 TAB ** CEMAXIN-. 1*10 CEMAXIN- 30ML 50 DRY SYP CEMAXIN- 1*10 50 DT TAB* CERIN 1*10

PLUS TAB* CORICO 60ML 15

SYP** CORICOCS SYP** CORICODX DRY COUGH SYP* CORICO-P 60ML 60ML SYP* CORICO-P 1*10 TAB** EFIBACT 100DRY SYP** EFIBACT 50DRY SYP** EFIBACT- 1*10 100 DT * EFIBACT- 1*10 200 TAB * EFIBACT- 1*10 50 DT * EMEKULE 200 ML SYRUP ENRACTIN 1*10 PLUS TAB ENRACTIN 1*10 TAB FLARISH SUSP FLARISH 100 ml 1*10 60ML 50ML 100ML 100ml

TAB LEVOTIN 1*10

PLUS TAB* LEVOTIN 1*10 TAB**** LIZEMOX 300ml I.V.INJ. [300ml] LIZEMOX- 1*4 600 TAB* MCQS-200 1*10 TAB

NUSAID GEL 30gm 30gm* NUSAID SR 1*10 TAB ** NUSAID-100 1*10 TAB** NUSAID-MR 1*10 TAB* NUSAID-P 1*10

TAB ** NUSAID-SP 1*10 TAB NUSAID-SP 1*10 TAB ** PAXMAX 17 1*10

TAB* PENHANCE VIAL INJ.1.2gm* PENHANCE- VIAL 150mg INJ.* PENHANCE- 30ML 228.5 SYP 30ML PENHANCE- 1*6 228.5 TAB* PENHANCE- VIAL 300mg INJ.* PENHANCE- 1*6 625 TAB* PREJUNATE 1*10 PLUS 150 CAP* PREJUNATE 1*10 PLUS-75 CAP* RABEPHEX- 1*10 10 TAB** RABEPHEX- 1*10 20 TAB**** RABEPHEX- 1*10 D CAP*** REJUNATE- 1*10 PLUS TAB* TAZOPRA- 1VIAL 4.5 INJ.**** VIMINTA 1*10 CAP **

VIMINTA DROPS* VIMINTA

15ml 1*10

GOLD CAP* VIMINTAZY 200ml ME SYRUP.*(200 ml) NEW VIMINTA CAP* NEW VIMINTA SYRUP * 200ML 1*15

Review of literature Proteolytic enzymes are a family of proteins that serve to degrade necrotic debris derived from cell breakdown. They are produced endogenously often as precursor proteins whose activation is precisely regulated. These activated enzymes serve many functions in normal as well as pathological situations. In particular they are involved in the regulation of cell maturation and multiplication; collagen synthesis and turnover; the development and removal of the perivascular fibrin cuffs found in venous insufficiency and leg ulceration as well as the removal of dead tissues following 19

inflammation. As a limited number of enzymes perform all these functions, it is difficult to predict the effects of applying synthetic proteolytic enzymes to a wound. Many such enzymes are currently commercially available and being promoted as alternatives to surgical wound debridement. It is important for their use to be considered in the context of their interaction with endogenous proteases, their physiological role in tissue, their ability to reach a desired target and the stage of wound healing at the time they are applied. Rutin is a bioflavonoid compound that occurs naturally within the rinds and pulp of citrus fruits and mulberries, as well as in buckwheat and black tea. Other plants also containing rutin include hydrangea and forsythia. Discovered in 1930, rutin was originally designated as a vitamin, but later reclassified Originally isolated from the rinds of oranges in the 1930s, rutin was given the name vitamin P. It has since been reclassified as a bioflavonoid, although it is still referred to as vitamin P in some of the literature. Mechanism of Action Bioflavonoids such as rutin function as an antioxidant. The body is constantly being bombarded with free radicals that are produced from the metabolism of oxygen. Antioxidants work to mop up these free radicals and remove them. Rutin and other bioflavonoid also work in conjunction with vitamin C to strengthen the blood capillaries, in collagen formation, bolstering the immune system and in wound healing.

Benefits of Rutin Supplements Rutin, and its chemical analog oxerutin, are available for use as herbal supplements for a variety of disorders. They have been widely used in Europe since the 1960s in the treatment of circulation disorders that cause fluid to leak out of the blood vessels and

swelling, including venous insufficiency, varicose veins and post-surgical lymphedema. Rutin also reduces the stickiness of platelets and may be useful as a blood thinning agent. Bioflavonoids have some anti-inflammatory properties and are used by some to reduce the swelling associated with hemorrhoids. More studies are needed, but bioflavonoids such as rutin may have use in the future as anti-viral and anti-cancer agents. Individual enzymes and enzyme combinations (particularly ones including trypsin, chymotrypsin, pancreatin, amylase, lipase, papain, and bromelain, with rutin) are effective in treating inflammation because they help limit the injury, aid its rectification, and promote new, healthy tissue formation. They are inflammation activators, not inflammation inhibitors. Enzymes can accelerate the inflammatory process which is a necessary component of wound healing. Bromelain is a general name for a family of sulfhydryl proteolytic enzymes obtained from Ananas comosus, the pineapple plant. It is usually classified as either fruit bromelain or stem bromelain depending on its source, with all commercially available bromelain being derived from the stem. These enzymes act on a wide variety of proteins, including food proteins, other enzymes, fibrin and plasminogen, and have been used for years in the food industry as meat tenderizers. In Europe, a patented tape has been developed containing bromelain that is used clinically for debriding wound eschar. The German Commission E approves the use of bromelain in surgical swelling, particularly of the nasal sinuses. Bromelain is used clinically in conditions such as soft tissue inflammation and arthritis, dyspepsia, and dysmenorrhea, as well as a digestive

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Pharmacology Bromelain's primary component is a sulfhydryl proteolytic fraction. Bromelain also contains a peroxidase, acid phosphatase, several protease inhibitors, and organically bound calcium. Uses of bromelain include: Inflammation: Bromelain is used as an anti-inflammatory and analgesic agent in treating the symptoms of arthritis. The analgesic effects are reportedly due to inhibition of the arachidonic acid pathway of inflammation by selectively decreasing thromboxane generation, changing the ratio of thromboxane prostacyclin (in favor of prostacyclin), and inhibiting PGE2 in addition to the direct effects on the nociceptors. Other reported anti-inflammatory mechanisms of action of bromelain include inhibition of bradykinin at the site of inflammation via depletion of the plasma kallikrein system, and limiting the formation of fibrin by reduction of clotting cascade intermediates. A few clinical trials in patients with arthritis reported statistical equivalence of pain reduction, whether they were treated with bromelain or diclofenac. A study evaluating rats with collagen-induced arthritis compared cyclosporin A therapy to an enzyme complex using a combination of both. The enzyme complex contained bromelain, trypsin and rutin. Ten mg/kg of cyclosporin A and 5mg/kg of cyclosporin a plus 300mg/kg of enzyme complex significantly inhibited changes in measures of inflammation and the destructive effects of arthritis. Platelet aggregation/Fibrinolysis: Bromelain has been reported to prevent platelet aggregation in vivo and in vitro. In one study, bromelain was administered orally to 20 volunteers with a history of heart attack or stroke, or with high platelet aggregation values. Bromelain was reported to decrease aggregation of blood platelets in 17 of the subjects and normalized values in 8 of the 9 subjects who previously had high aggregation values. In vitro studies have also In vitro studies have also demonstrated that bromelain inhibits platelet aggregation stimulated by ADP or epinephrine, as well as by prostaglandin precursors, in a dose-dependent manner. Bromelain has been

reported to stimulate the conversion of plasminogen to plasmin, resulting in increased fibrinolysis.

1.3 Objectives of Study Without any aim or objective, no activity can exist, in the same direction of preparation of this report on MOLEKULE INDIA PVT (A MOLEKULE GMBH ENTERPRISE) SWITZERLAND limited. In different functional areas & research on the MOLEKULE INDIA PVT limited in is based on the following objectives: 1.To find out which are the highly prescribed brands of this composition (rutin + bromelain+ trypsin) 2.To find out market share & market position of top brands of this composition in current market. 3.To find out doctors under which conditions/indications they are prescribing Enractin 4.To find out doctors prescribe which brand for wound healing except Enractin. 5.To check out availability of drugs. 6.To find out major prescriber of Enractin

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CHAPTER II RESEARCH METHODOLOGY With liberalization, privatization and globalization there has been a major change in the Indian Pharmaceutical Industry. The momentum is on and one is sure to see similar hectic activity at the offices of the new entrants especially after the 90s as private sector gained entry in the Indian markets. With the private sector penetration, a large number of drugs have also been introduced due to which the doctor has become very sensitive to the new drug coming its way. So to ensure about the various doctors attitudes, a survey was undertaken. De facto, to ensure what the doctor thinks & what it thinks the best we undertook a doctor & chemist survey, to get a clear picture of the future of the Indian pharmaceutical companies who are busy wooing the doctors & chemist with their drugs& lucrative schemes, to survive the rat race & emerge as no.1 in this field. Research Objective Research Objectives addresses the purpose of the investigation. It is here that you layout exactly what is being planned by the proposed research. The Research Objectives flows naturally from the problem statement, giving the sponsor specific,

concrete, and achievable goals. It is best to list the objectives either in order of importance or in general terms first, moving to specific terms. Research Objective is the basis for judging the Research process. It is the final step giving exact definition of problem.

To study prescription behavior of doctors on Enractin & RCPA of Enractin, Viminta SCOPE AND SIGNIFICANCE At least 50 samples will be contacted for getting effective information. This study is based on current market report to analyze the comparative study. Under the limitation of this study is confined to the city of Mumbai generally I met 50 doctors & 50 retailers chemist Research methodology Research methodology is a systematic plan or schedule or program of the research done. It describes all the procedures of the research. Research Design Research design can be described as an outline of a research project working or a 25

pattern. In a research design there are series of prior decision that together provide a master plan for completing a research project. Research design is proved to be a bridge between what has been established and what is to be done in conduct of the studies. Research design should be compressive and it should provide which method to be used and what work to be done. Research design describes as a master plan a series of key decisions that serves a model for conducting a research project. There are the main components of research design. Objective of research 2Data inputs 3Analysis of data collected The research design was exploratory type and the focus was on getting Doctors prescription views for various products, expectations from market. Exploratory Research: Exploratory study goes beyond description and attempts to explain the reasons for the phenomenon that the descriptive study only observed. The researcher uses theories or at least hypotheses to account for the forces that caused a certain phenomenon to occur. Sources of Data The gathering of data may range from a simple observation at one location to a grandiose survey of multinational corporations at sites in different parts of the world. The method selected will largely determine how the data are collected. DATA is the facts presented to the researcher from the studys environment. . There are two kinds of data that can be collected for research purpose. Based on the requirement in the research appropriate data is collected. Both the kinds of data are shown below in the figure: 1)Primary Data Source

Primary data are collected and gathered for the first time. Primary data are sought for their proximity to the truth and controls over error. 2) Secondary Data Source Someone else collects secondary data. So, it becomes secondary information for the research. Secondary data have had least one level of interpretation inserted between the event and its recording. Analyzing the requirement of data, it was found that primary data is more important for achieving Research Objective. Primary data is collected with the help of Doctors & chemist interviews. Sampling Plan Collecting the required information from the right source is very important. Sources from which the data are collected differ as per the required of researcher. Basically there are two types of data collection sources: 1)Sampling unit: The sampling unit primarily consisted of doctors, chemist, salaried and others. The sample unit is taken from the Mumbai(Dombivli) 2)Sample size Though large sample give more reliable results than small samples but increases the cost, time and non-sampling error. Keeping in view these constraints 100 respondents were chosen. Attempts have been made to see that samples are chosen from different areas of Mumbai(Dombivli). I have taken 50 doctors & 50 retailers chemists for each product respond as a sample size for this particular project. The following table shows area wise distribution of sample size of doctors. Table no 1.02 AREA RAM NAGAR 27 SAMPLE 5

PHADKE ROAD SUNIL NAGAR MANPADA ROAD GANDHI NAGAR P&T COLONY PANDURANG WADI GAONDEVI TILAK NAGAR SONARPADA STAR COLONY AYARE ROAD PENDSE NAGAR MANPADA MIDC AREA NANDIVLI ROAD TOTAL

3 2 7 2 1 2 5 2 1 1 3 2 2 4 8 50

The following table shows area wise distribution of sample size of retailers chemist. Table no 1.03 AREA NANDIVLI ROAD P&T COLONY RAM NAGAR SUNIL NAGAR MANPADA ROAD TILAK NAGAR PENDSE NAGAR MIDC AREA GANDHI NAGAR STAR COLONY AYARE ROAD GAONDEVI SONARPADA MANPADA PHADKE ROAD TOTAL SAMPLE 6 2 2 2 4 3 2 6 4 4 3 3 3 2 4 50

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Data Collection Method This step involves making a very specific plan about how you will conduct your research and collect your data. Surveys & Questionnaires Survey The means by which quantitative research is conducted. Questionnaire A prepared set of questions designed to generate data necessary for accomplishing the objectives of the research project. I used survey method for data collection. Information was collected by personal interviews through questionnaire. Following types of measurement scales were used in the questionnaire. 1Simple category scale: - ((Q-1, Q-2, Q-3(b), Q-4, Q-5, (Q-6) (Q-7)) 2Multiple choice multiple response scale:-(, Q-3(a), )

CHAPTER III DATA ANYLYSIS AND INTERPRETATION Q1) Doctor in what indications you prescribe Enractin, the unique combination of 2 proteolytic enzyme trypsin and bromelain and a flavonoid rutin?

31

In m a fla m tion 2 % 2% 2% 2% 4% 4% 4% 6 % 10% 12% 20% 32% S n till ot p crib g res in P t op tiv os era e w n& ou d in m a fla m tion T u a ra m

E em d a

P t s rg os u ery

Necks rg u ery

Accid ta en l w n ou d E is tom p io y

S u itis h itis in s /R in

Ab om a d in l Hy terectom s y

Graph no 3.01 Interpretation: 32% of the responses are for giving Enractin when the patient is having Inflammation. 20% of responses say that they prescribe Enractin for the treatment of edema. 12% of responses say that they are still not prescribing Enractin. 10% of responses say that they prescribe Enractin for the treatment of both Post operative wound & Inflammation 6% of responses say that they prescribe Enractin for the treatment of Trauma 4% of responses say that they prescribe Enractin for the treatment of Post Surgery 4% of responses say that they prescribe Enractin for the treatment of Neck Surgery 4% of responses say that they prescribe Enractin for the treatment of Accidental Wound &Injury. 2% of responses say that they prescribe Enractin for the treatment of Episiotomy 2% of responses say that they prescribe Enractin for the treatment of Sinusitis/Rhinitis 2% of responses say that they prescribe Enractin for the treatment of Abdominal Hysterectomy. 2% of responses say that they prescribe Enractin for the treatment of Cellulitis.

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Q-2) Doctor in your clinical practice have you distinctly noticed the efficacy of Enractin in wound healing ?(Inflammation ,Edema) Graph no 3.02

1% 2

4 % Effe ctive in Inflam ation m No ex rienc pe e Pre cribingothe b nds s r ra Not effe ctive

2% 6

5 8%

INTERPRETATION 58% of responses say that Enractin is effective in Inflammation, Edema &other cases 26% of responses say that they are not having any experience about Enractin. 12% of responses say that they are prescribing other brands for wound healing

4% of responses say that Enractin is not effective in Inflammation, Edema & other cases.

Q-3(a) Have you ever prescribed ENRACTIN Tab ? Graph no 3.03

8% 1 6%

6% 4 8% Pres cribe Me dicine not availa le b No e pe x rience D not pres o cribe Pres cribe oc ionally cas

2% 2

INTERPRETATION:

35

48% Doctors prescribed ENRACTIN Tablet. 22 % Doctors responses Medicine is not available at the chemist shop. 16% Doctors was not having any experience about ENRACTIN Tablet. 8% Doctors do not prescribe ENARCTIN Tablet. 6% Doctors prescribe ENARCTIN Tablet occasionally.

Q-3(b) When did you last prescribe Enractin Tab? Graph no 3.04

13%

2%4% 2%

54% 25%

T w his eek L w ast eek T a or d ily od y a L m ast onth 2weeks ag o D ily a

INTERPRETATION 52% Doctors last prescribed ENRACTIN Tab this week. 24% Doctors last prescribed ENRACTIN Tab last week. 12% Doctors last prescribed ENRACTIN Tab today or daily. 2% Doctors last prescribed ENRACTIN Tab last month. 4% Doctors last prescribed ENARCTIN Tab 2 weeks ago. 2% Doctors last prescribe ENRACTIN Tab daily. 4% Doctors was not having any experience about ENRACTIN Tab

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Q-4) Enractin reduces the level of prostaglandin and plasmakinin .what has been your experience on this parameter of Enractin? Graph no 3.05

12%

4%

Ag reed No experience

24%

60%

Good anti inflam atory m Not ag reed

INTERPERTATION 60% of responses say that they are agreed on this parameter of Enractin. 24% of responses say that they are not having any experience on this parameter of Enractin. 12% of responses say that Enractin is a good anti-inflammatory. 4% of responses say that they are not agreed on this parameter of Enractin.

Q-5 ) How will you rate Enractin, trypsin chymotypsin and serratiopeptidase in terms of efficacy in a scale rating of 10? Graph no 3.06 ENRACTIN

16% 8%

4% 24%

18% 30%

9 8 7 6 5 No ra ting

INTERPRETATION 30 % of Doctors give rating of 7 24 % of Doctors give rating of 8 18 % of Doctors give rating of 6

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16 % of Doctors didnt give any rating 8 % of Doctors give rating of 5 4 % of Doctors give rating of 9 Graph no 3.07 TRYPSIN

8%

6%

16%

38%

32%

8 7 6 5 Nora ting

INTERPRETATION 38 % of Doctors give rating of 6 32 % of Doctors give rating of 7 16 % of Doctors give rating of 8 8 % of Doctors give rating of 5

6 % of Doctors didnt give any rating

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Graph no 3.08 CHYMOTRYPSIN

2%

1 0%

1% 4 8 % 7 % 6 % 5 % No rating

4 0%

34 %

INTERPRETATION 40 % of Doctors give rating of 6 34 % of Doctors give rating of 7 14 % of Doctors give rating of 8 10 % of Doctors didnt give any rating 2 % of Doctors give rating of 5

SERRATIOPEPTIDASE

Graph No 3.09

1% 2 16 %

4% 28 % 9 8 7 6 No rating

40 %

INTERPRETATION 41 % of Doctors give rating of 7 29 % of Doctors give rating of 8 17 % of Doctors give rating of 6 13 % of Doctors didnt give any rating 43

4 % of Doctors give rating of 9

Q-7) Which brand do you recommend for wound healing except Enractin?

.

C m hy oral forte

P hlog am

E nzom ac 2 2% % 8% 6% 1 0% 22 % 2 6%

L ser-D y

2 4%

L sery D &Chy oral m forte B idanze n

L sery D ,Phlog ,&Chy am m oral forte K ientoforte

Graph no 3.10

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INTERPRETATION Of the total responses given by doctors, 26% responses were for Chymorl forte. Of the total responses given by doctors, 24% responses were for Phlogam. Of the total responses given by doctors, 22% responses were for Enzomac. Of the total responses given by doctors, 10% responses were for Lyser-D. Of the total responses given by doctors, 8% responses were for both Lyser-D & Chymorol Forte. Of the total responses given by doctors, 6% responses were for Bidanzen Forte. Of the total responses given by doctors, 2% responses were for Lyser-D, Phlogam & Chymorol Forte. Of the total responses given by doctors, 2% responses were for Kineto Forte.

Retail Chemist Prescription Audit of Enractin, & Viminta. ENRACTIN Graph no 3.11

INTERPRETATION On the basis of the survey I came to know that the sales of Enractin is 2%, Phlogam is 23%, Lyser-D is 17 %, and Chymoral forte is 58% in the Market. Competitors Names Chymoral forte (Elder) Phlogam (Aksigen Biosciences) Lyser-D (Comed Pharmaceuticals) 47

Enzomac (Macleods) Enzoheal (Macleods)

VIMINTA Graph no 3.12

INTERPRETATION On the basis of the survey I came to know that the sales of Vimita is 5%, Zevit is 18% %, Zincovit is 26 %, and A TO Z is 51% in Mumbai Market. Competitors Names Zevit (Glaxo) Zincovit (Apex lab)

A TO Z (Alkem Bergen)) CHAPTER IV FINDINGS 1Doctors prescription, availability &price are the most important factor that the retailers prefer to deal with particular brand (ENRACTIN). 2Doctors are satisfied with brand and they believe in its brand. 3Medical representative is not visiting regularly 4Market share is very low as per company vision 5Unavailability of products at chemist shop. 6Lack of knowledge among doctors and retailers about Enractin 7Mostly doctors are prescribing Enractin for Inflammation & Post operative wound 8Phlogam is the market leader of this ingredients(Trypsin+Bromelain+Rutin) 9Chymoral Forte is the market leader in wound healing

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CHAPTER V CONCLUSIONS During two months of market survey of MOLEKULE India, I found that sales volume of Enractin .Viminta. Enractin is upcoming leading prescribe brand Phlogam is number one brand of this composition (typsin+bromelain+rutin).Chymoral Forte is a market leader in wound healing In the survey I found that retailers perceptions regarding Molekule products are much better than others because they are getting average margin on it. ENRACTIN is moving frequently in the market as this is most prescribed by the doctors.

CHAPTER VI LIMITATIONS This exploratory research is done focusing on the prescription behavior doctors in Mumbai only and therefore findings and suggestions given on the basis of this research and cannot be considered for the entire Pharmaceutical Industry of India. Some of the Doctors, which I had visited for study, did not give me cooperative response. Due to small market and time limit I could take only 50 responses. Due to Time constraint I could not analyze more. My own inexperience in research area might have affected the study.

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CHAPTER VII RECOMMENDATIONS Going through project survey i came across plenty of Doctors & chemists in this way I came to know about current scenario of pharmaceutical marketing. The two month market survey finally ends successfully. I should foot forward certain recommendation through both Doctors &retailers will be entitled. MR & Area sales manager should give regular visits to Major prescriber. Ensuring the availability of product range with chemist and stockiest. Develop excellent relationship with Doctors stockiest & retailers. A little effort should be given towards its brand promotion.

ENRACTIN Enractin. is going on very well but company need to put little bit pressure on its sales through Involving new ingredients in the product which make it more effective As we know in India cost play a major role on sale so company need to decrease the price of products from 150 to 145. This can play a vital role in the growth of the company. VIMINTA VIMINTA is not performing according to company vision; it has a low market share than other so company needs to keep eye on this. Company need to regularly take update of this drug from medical representatives. It needs to remind doctors about the product availability in the market. According to result of analysis it has shown that on many places chemist has not availability or knowledge about drug so company need to strong its distribution units & give medical representatives an extra task to give proper knowledge to chemist about drug.

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CHAPTER VIII Bibliography Books Cooper and schinders Research Methodology New Delhi Tata McGraw-Hill

Ltd 2000 Kothari, C.R.: Research methodology, 3rd edition, 1997, Vikas Publishing House Pvt. Ltd, New Delhi.

Philip kotler,Kevin lane keller,Abraham koshny,Mithileshwar jha,Marketing management13th edition,south asian perspective.

Websites 1www.molekulegmbh.com 2www.pharmaceuticalmarketing.com 3www..phaarmaselling.com

CHAPTER IX 55

QUESTIONNAIRE Market Survey on ENRACTIN ( Wound healing management) Q1. Doctor in what indications you prescribe Enractin, the unique combination of 2 proteolytic enzyme trypsin and bromelain and a flavonoid rutin? _____________________________________________________________________ Q2.As Enractin gives fast result .Doctor in your clinical practice have you distinctly noticed the efficacy of enractin in wound healing (Inflammation, edema) _____________________________________________________________________ Q3. (a) Have you ever prescribed ENRACTIN Tab? NO (b) When did you last prescribed ENRACTIN Tab? ___________________________________ YES

Q4. Enractin have an anti-inflammatory property which reduces Pain also as Enractin reduces the level of prostaglandin and plasmakinin. What has been your experience on this parameter of Enractin?

_____________________________________

_______________________________________________________________ Q5. How will you rate Enractin, trypsin chymotrypsin, and serratiopeptidase in terms of efficacy in a scale rating of 10?

Q6

Which brand do you recommend for wound healing except Enractin?

_____________________________________ _______________________________________________________________.

THANK YOU DOCTOR, FOR YOUR PRECIOUS TIME!

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