Report of Marketing Plan on Protein

Preparations

For Lincoln Pharmaceutical Ltd

Prepared By

Bhupendrasinh Zala

Punit Laheru

Under guidance of

Mr. C T Kapadia (Marketing Manager, Lincoln Pharmaceutical Ltd)

Dr. Raashid Saiyed (Director, Stevens Business School)

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Acknowledgement

It is very great opportunity to prepare a report of marketing plan on protein preparation.

Such type of report can not be made without any guidance and motivation. We take this

opportunity to express our gratitude to the people who have been instrumental in the successful

completion of this project.

Live project is like a practical training. In this we have to do practical work. Without any

experience in pharmaceutical industry, it was very difficult for us to work in this industry. We

must have some theoretical and practical knowledge.

We take immense pleasure in thanking Mr. C.T.Kapadia (Marketing Head- Lincoln

Pharma) and Mr. Tushar Patel (Product Executive) for having permitted us to carry out this

project work, for being a source of inspiration and for his timely guidance in the conduct of our

project work. He inspired us greatly to work in this project. His willingness to motivate us

contributed tremendously to our project.

Lastly, we would like to thank to all those who had helped us directly or indirectly in

completing this project successfully. We are grateful for their constant support and help.

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EXECUTIVE SUMMARY

The report compiles the exploratory details of the marketing plan on protein preparation. To

complete our report on protein preparation five objectives were decided which are,

Objective:

1. To upgrade formulation of protein powder PROTOSOL

2. To design launch plan

3. Review of literature on Protein supplement

4. To find out how many brands are available in Ahmedabad district of protein supplement

5. To find out pricing of protein supplement brands in market

6. To find out which brands are more prescribed by gynecologists and why?

7. To find out any combination with soya protein is prescribed by gynecologist and why?

8. To find out from which trimester is it prescribed in pregnancy?

For market survey of soya protein supplement which is prescribed by

Gynecologists only, we have taken personal interview of chemists and Gynecologists in

Ahmedabad.

During our survey, we have analyzed that Proteinex (Walk hardt Pharma ltd) and

GRD (Zydus-Cadila Pharma ltd) are market leader in this supplement. This is most

prescribed by Gynecologists.

Sampling Design:

Sample unit: Gynecologists and Chemists

Sample Techniques: Convenience Sampling

Sample size: Chemist: 50

Gynecologists: 35

TABLE OF CONTENT

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Sr.No. Particular Pg.No.

1 Title page 1

2 Acknowledgement 2

3 Executive summary 3

4 Introduction 5

5 Company detail 6

6 Product detail 8

7 About protein 12

8 About DHA 22

9 Chemist survey 31

10 Gynecologists survey 30

11 Analysis and findings 36

12 Cost sheet 37

13 Sales forecasting 39

14 Conclusion 40

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INTRODUCTION

Pharmaceutical Industry

The main aim of pharmaceutical Industry is to develop, research and distribute drugs in

order to provide health care for the people in the society. The Pharmaceutical Industry like other

industries is subjected to follow certain rules and regulations.

The Pharmaceutical Industry needs to follow rules about about patent, marketing as well

as testing of drugs that are scheduled to come to the market as medicines.

Since the inauguration of the Pharmaceutical Industry in the 19th century , it has covered a

long way and now it has become one of the most influential and successful industry in the world

with both controversy and praise on its part.

Pharmaceutical Industry is very much dependent upon the developments and discoveries

that are made to search new types of drugs and also to search for new kind of medicines. One can

also see differences within the industry regarding the same drug or report and different

companies within the Pharmaceutical Industry look to follow different paths for the same thing.

Indian Pharmaceutical Industry

It has been seen that the Indian Pharmaceutical Industry has improved its infrastructure,

creations that are based on technologies, and various other spheres of developments which has

resulted in a huge amount of production in the Indian Pharmaceutical Industry. Even when the

Indian Pharmaceutical industry was on its way to restructure itself , it still continued to flourish

at a good rate in the World Pharmaceutical Industry and also getting itself fit with the new world

of Pharmaceuticals.

The Indian Pharmaceutical Industry at present produces a huge amount of drug

which includes all types of medicines needed for different streams. This was made successful

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because of the availability of very skilled technical and scientific manpower and also because of

the development done in this field of industry.

It has been observed that the gross production of drugs in India has crossed an amount

of 26, 280 million rupees. The growth rate that has been seen is more than a staggering 20

percent for formulated drugs and around 15 percent for bulk drugs.

If the export of drugs is to be seen then Indian Pharmaceutical industry has done a fair

job in that field as well. A special Pharmaceutical cell has been developed which would only

look after the pharmaceutical matters and another duty of the cell is to collect data which in the

long run would help to increase the production level as well as improving strategies of import

export in the future. The cell also looks after the quality of the drugs and also the global needs so

that companies can make that type of medicines and export them to the concerned countries.

Company details

Profile

Today, Lincoln Pharmaceutical Ltd. is a Public Limited Company with a large

shareholder base including members of the medical fraternity. It has its own manufacturing

facilities, covering all the major dosage forms, like Tablets, Capsules, Injectables, Syrups,

Ointments, etc. Its present manufacturing activities are located near Ahmedabad. The plant

spreads across 30,000 sq. mtrs. With beautiful landscaping surrounding it. There are three

different buildings for Tablets, Capsules and Injectables and also a separate building for Quality

Control. An ultramodern laboratory with state of the art equipments ensures in-house quality

assurance of each of the products.The products are designed for all therapeutic segments with a

special emphasis on Gynecological and Orthopedic specialties.

Manufacturing facilities at Lincoln Pharmaceuticals are in accordance with WHO-GMP

standards. Also, Lincoln Pharmaceutical Ltd. is accredited with GMP and ISO 9002 certification.

Lincoln Pharmaceuticals is amongst the top world class quality oriented pharmaceutical

producers, manufacturing and marketing various therapeutic molecules under WHO-GMP

guidelines.

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Lincoln Pharmaceuticals Limited has pledged to serve the Health care segments, by

providing Quality Pharmaceuticals at affordable prices.

Mission:Through perfect and persistent strategies, Lincoln Pharmaceuticals wishes to translate into reality

its mission

1. To extend a helping hand to the medical fraternity in their noble cause of treating the masses

at an affordable cost.

2. To make “Healthcare for All” a reality through humble contribution of world class yet

affordable pharma products.

Vision: To stimulate a globalized effort to find cures of diseases through concentrated

Research and Development, by strategic alliance both in India and Abroad.

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Protein During Pregnancy

During the second and third trimesters of pregnancy, a woman should be consuming roughly

70 grams of protein each day. Protein is an essential building block for the developing fetus.

According to Dr. Robert Bradley, author and founder of the "Bradley Method of Childbirth,"

healthy levels of protein aid in keeping a pregnant woman at low risk for complications during

her pregnancy, thus decreasing the risk of complications during delivery.

Whey Protein

Whey Protein made from cow's milk. It is a byproduct of cheese and is used in infant formula,

ice cream, canned soup, bread and milk shake powders. It is high in amino acids, which are the

building blocks of body tissues. There are no known safety issues associated with the

consumption of whey protein powder, according to Target Woman.

Soy Protein

According to an article published in the Journal of Perinatal Education by Kristen

Montgomery, PhD, RN and assistant professor in the College of Nursing at the University of

South Carolina, soy protein "is often used to replace animal proteins in an individual's diet. The

soybean is a legume that contains no cholesterol and is low in saturated fat." While the benefits

of soy are well established, certain recent studies have indicated possible concerns with regard to

fetal development. Specifically, soy consumption may be linked to adverse reproductive affects

in female fetuses and possible developmental differences in children.

The overall process of making soy protein powder, otherwise known as soy protein isolate (SPI),

is also questionable. According to an article by Sally Fallon and nutritionist Mary G. Enig,

Ph.D., members of the National Board of Nutritional Scientists, SPI is produced in factories

"where a slurry of soy beans is first mixed with an alkaline solution to remove fiber, then

precipitated and separated using an acid wash and, finally, neutralized in an alkaline solution.

Acid washing in aluminum tanks leaches high levels of aluminum into the final product. The

resultant curds are spray-dried at high temperatures to produce a high-protein powder."

Other Sources of Protein

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If desiring to avoid protein shakes due to their potential risks, the following foods offer

excellent sources of protein during pregnancy. Meats, including certain fish, can be consumed

regularly. Eggs, legumes and dairy are all high in protein and can be obtained in organic forms to

ensure that no harmful chemicals are consumed. Quinoa, a South American grain is an excellent

source of both iron and protein, and can be purchased in bulk at most health food stores

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Chemist Survey for Soya Protein Brands

Sr. No.

Company Brand Name Powder Strength Pack MRP (Rs.)

availability

1 Wockhardt Protinex - - 200gm 165 432 Zydus GRD - - 200gm 169 433 Allembic Protinules - - 200gm 139 404 Zydus Nutriva GRD Bix - - 250gm 169 405 Abbott Healthcare Isomil - - 400gm 290 406 British Biotech B-Protein - - 200gm 169 367 Wockhardt Mama Protein - - 200gm 172 288 FDC Prosoyal - - 400gm 165 209 Win Medicare Nusowin - - 200gm 280 2010 Win Medicare Soya Power - - 400gm 280 2011 Raptakos Brett Threptin - - 100gm 193 1812 Abbott Healthcare Pediasure - - 400gm 396 1813 Raptakos Brett Lactodex - - 400gm 210 1614 Wockhardt Nusobisoya - - 400gm 214 1415 British Biotech Pro-PL - - 200gm 165 1316 Ranbaxy Revitalite - - 200gm 490 1217 Wockhardt Dexolac Premium - - 500gm 269 1218 Abbott Healthcare Ensure Gold - - 400gm 415 1119 Alkem Alprovite - - 200gm 155 820 Raptakos Brett Zerolac - - 200gm 106 821 British biotech D-protein - - 400gm 239 822 Abbott Healthcare Ensure - - 400gm 398 723 Modi Mundi Soyagroth - - 200gm 280 424 Welkinwalker Hillo - - 200gm 101 4

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25 Zydus Cadila Cadpro - - 200gm 165 426 Lincoln Protosol - - 200gm 149 327 Lupin ltd. Protimax - - 200gm 145 328 Dakshin Lab Heamogran - - 200gm 120 229 Emcure Pro-ferium - - 200gm 255 230 British Biotech Pulmocare - - 200gm 159 231 Specialty foods Resource high

protein- - 200gm 215 1

32 Wockhardt Chocomix - - 200gm 135 133 German remedies Poimed - - 200gm 145 134 Cadila Mother’s mileage - - 200gm 152 1

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Data Analysis Questionnaire

(1) Do you prefer Protein powder as a supplement therapy during pregnancy and lactation?

Yes: 34 No: 1

97%

3%

response

yesno

Findings and analysis:

When we have asked about preference for protein powder as a supplement therapy during

pregnancy and lactation, we have got 97% positive response. Only 3% gynecologists do

not prescribe the protein powder as a supplement therapy during pregnancy and lactation.

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(2) If yes then, which Protein do you prefer?

Sr.

No.

Protein Response

1 Soya Protein 13

2 Milk Protein 17

3 Whey

Protein

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4 Combination 6

soya protein milk protein whey protein combination0%

10%

20%

30%

40%

50%

60%

37%

50%

10%

17%

response

response

Findings and analysis:

When we have asked about the preference of protein powder then we have got that 50%

gynecologists prefer milk protein and 37% gynecologists prefer soya protein. When 17%

gynecologists prefer combination and 10% gynecologists prefer whey protein. It means

most of the gynecologists prefer milk protein as a supplement when less number of

gynecologists prefer whey protein as a supplement.

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(3) Which are the brands you generally prefer in this supplement?

Sr.

No.

Brands Name Response

1 Mama Proteinex 10

2 GRD 14

3 Protenules 8

4 B-Protein 8

5 Other 9

mama protein

GRD

proteinules

B-protein

other

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

29%

40%

22%

22%

25%

response

response

Findings and analysis:

According to our survey, 40% gynecologists prescribe GRD protein powder, approximately 29%

gynecologists prefer mama protein and 22% gynecologists prescribe Protenules and B-protein.

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When 25% gynecologists prescribe other brands. It means most of the gynecologists prescribe

GRD brand for protein powder.

(4) What could be the reason for choosing particular brands?

Sr.

No.

Reasons Response

1 Quality 15

2 Price 10

3 Packaging 3

4 Content (Ingredients) 9

5 Patient Acceptance 6

quality price packaging content patient acceptance0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

response

response

Findings and analysis:

When we have asked about the reason for choosing particular brand, then we have got that

quality of the brand is most important parameter for choosing the particular brand. Price, content

and patient acceptance of the brand has also importance for chosen as a protein powder. When

packaging is less important for chosen protein powder.

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(5) During which trimester, you prefer protein supplementation?

Sr.

No.

Trimester Response

1 First 12

2 Second 30

3 Third 28

first second third0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

35%

86% 80%

response

response

Findings and analysis:

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When we have asked about preference of trimester for protein supplement. We have

found that 86% gynecologists prefers second trimester for preferring protein supplement.

80% gynecologists prefer third trimester for prescribing protein supplement when 35%

gynecologists prefer first trimester for preferring protein supplement. It means, most of

the gynecologists prefer second and third trimester for prescribing protein supplement.

(6) What will be the duration of therapy for protein supplement?

Findings:

When we have asked about duration of therapy for protein supplement then we have got

many different responses like,

o 4 months

o 6 months

o 8 months

o Up to delivery of baby

o As long patient can afford

Analysis:

Most of the gynecologists prefer 6 months duration of therapy for protein supplement

when some gynecologists prefer 4 and 8 months duration also for protein supplement.

When some of the gynecologists prefer up to delivery of baby, they will prefer protein

supplement. Some of the gynecologists prefers as long patient can afford.

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(7) Do you prefer Protein + DHA combination?

Yes: 25 No: 10

70%

30%

response

yesno

Findings and analysis:

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When we have asked about preference of Protein + DHA combination, we have found

70% gynecologists have given positive response when 30% gynecologists have given

negative response. According to our survey we can say that most of the gynecologists

prefer Protein +DHA combination.

(8) If yes, then what could be the reason for choosing this combination?

Findings:

When we have asked about reasons for choosing combination of Protein + DHA. Then we have

got different reasons like,

Fetal & blood For well physical Improve growth development Need of DHA during pregnancy & lactation For mental growth

Analysis:

According to our survey, some of the gynecologists believe that Protein + DHA combination is

important for well physical, mental growth and blood. Some gynecologists believe that DHA is

needed during pregnancy and lactation.

(9) If no, then what could be the reason for this?

Findings:

When we have asked about reasons for not choosing this combination protein +DHA. We have got reasons like,

o Costlyo Required in abnormal cases onlyo Side effects

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Analysis:

According to our survey, some of the gynecologists believe that this combination is costly. Some

gynecologists believe that it is required in abnormal cases only and it has side effects also.

(10) Do you know about “PROTOSOL” brand?

Sr.

No.

Option Response

1 Yes 16

2 No 19

45%

55%

response

yesno

Findings and analysis:

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When we have asked about the awareness of “PROTOSOL” brand, we have got 45% positive

response. When 55% gynecologists are not aware about this brand.

(11) If you prescribe PROTOSOL then on which parameter will you rate it?

Sr.

No.

Parameter Response

1 Quality 6

2 Pricing 3

3 Packaging 1

4 Content advantage

(Milk+ Soya protein)

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quality pricing packaging content (milk+soya)0%

10%

20%

30%

40%

50%

60%

70%

35%

20%

10%

58%

response

response

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Findings and analysis:

When we have asked that in which parameter you prefer PROTOSOL as a protein

supplement. Content advantage has got 58% importance, quality has got 35% importance,

pricing and packaging have got less importance 20% and 10% respectively. It means we

can say that content and quality is very important parameter.

Analysis of Chemist survey

From our chemist survey, we have found that Proteinex of Wackhardt, GRD of Zydus,

Protenules of Allembic and B-protein of British biotech are brand Leader. Their prices and

quantity are relatively same.

Analysis of Gynec Survey

From our Gynec survey, we have found that most of the Gynecologists prescribes Protein

powder as a supplement therapy during pregnancy and lactation. Milk protein and Soya protein are most prescribed powder when Whey protein is less

prescribed powder. Some of the gynecologists prescribe combinations also.

GRD and Proteinex are most prescribed brand by gynecologists. Quality, price and

content advantage of the product are the main reason for choosing particular brands.

Most of the gynecologists prefers second and third trimester for protein supplement when

some of the gynecologists prefers first trimester also.

When we have asked for duration of therapy for protein supplement, we have got

different replies like most of the gynecologists prefers 4 months and 6 months duration

when some gynec prefers up to delivery of baby and as long patient can afford.

Most of the gynecologists would like to prefer Protein +DHA combination. There are

some reasons also we have found for choosing this combination like, it improves growth

development, need of DHA during pregnancy and lactation and it is good for well

physical and mantel development. Some of the gynecologists has given negative reply

also. They believe that it is costly and it is required in abnormal cases only.

When we have asked for awareness about PROTOSOL brand then we have got around

45% positive response. They would like to prescribe PROTOSOL because of their

quality, pricing and content advantage.

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Cost of marketing plan

States wise MR

States MRGujarat 35

M.P. 30

U.P. 45

Delhi 20

Assam 30

Orissa 40

Rajasthan 25

Total MR 225

Cost per items

Items Time Total MR CalculationTeaser 1 time 225 2700Visual Ad 2 time in a year 225 20250Leave Behind 1 time per month 225 8100Calendar Every Year 225 30375Mailer 1 time per 2 month 225 12150Product Card 1 time 225 2700Sample Every Month 225 324000Gift Every Quarter 225 270000Reminder 1 time per 2 month 225 20250Total cost 690525

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City wise MR

Gujarat MRAhmedabad 8Rajkot 6Surat 7Jamnagar 3Kachchh and Bhuj

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Vadodara 6

Total MR 35

Total Cost 107415

U.P. MRLucknow 8Kanpur 6Gorakhpur 4Merrut 5Agra 4Ghaziabad 6Noida 4Aligarh 5Allahabad 3

Total MR 45

Total Cost 138105

Assam MRGuwahati 6Tezpur 4Sibsagar 4Dibrugarh 5Silchar 4Jorhat 4Balipara 3

Total MR 30

Total Cost 92070

Rajasthan MRJaipur 5Kota 5Ajmer 4Udaipur 4Jodhpur 4Jaisalmer 3

Total MR 25

Total Cost 76725

M.P. MRIndore 7Bhopal 6Gwalior 5Raipur 3Jabalpur 6Ujjain 3

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Total MR 30

Total Cost 92070

Delhi MRFirozabad 6Mehrauli 4Shergarh 5Shahjehabanad 3Tughlakbad 2

Total MR 20

Total Cost 61380

Orissa MRBhubaneswar 8Cuttack 6Berahmpur 4Rourkela 4Kalahandi 5Puri 3Sundargarh 6Mayurbhanj 4

Total MR 40

Total Cost 122760

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Sales forecasting

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• Our estimation of sales is Rs. 7,50,00,000/- of 3 years

• Our estimation of sales is Rs. 2,50,00,000/- per year

• Our price is Rs. 160/-

• Then, Rs. 2,50,00,000/ 115 = 2,17,300 tin per year

• So, 2,17,300/225 = 965 tin per M.R.

• Per M.R. has to sell 965/12 = 80 tin per MR per month

Pricing

• Our price will be Rs. 160/- on the basis of competitor

• Margin of stockiest: Rs. 128/- (Rs. 160 – 20%)

• Margin of retailer: Rs. 115/- (Rs. 128 – 10%)

• Our billing price will be Rs. 115/-

Limitations:

Because of lack of time, we can not cover more market area. Our survey was done in Ahmedabad city only.

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Because of lack of time we could not meet more gynecologists.

Conclusion:

Proteinex and GRD is leading brand in the market in protein supplement which is prescribed by most no. of gynecologists.

Most of the gynecologists prefer DHA combination. Gynecologists are considering the quality and price of the brand for choosing particular

brands. Protosol brand (Lincoln Pharma Ltd.) is also well known brand in the market because of

their quality, price and content advantage. Most of the gynecologists considers quality, price and patient responses for choosing the

particular brands. Our marketing plan has estimated total sales of 3 years is Rs. 7,50,00,000 Our total marketing cost will be Rs.6,90,525

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