full dissertation

A study to analyze various marketing strategies used by Generic companies in Amravati region

CHAPTER 1

INTRODUCTION

1.1 MEANING OF GENERIC

A generic drug (generic drugs, short: generics) is a drug defined as "a drug product

that is comparable to brand/reference listed drug product in dosage form, strength,

route of administration, quality and performance characteristics, and intended use." It

has also been defined as a term referring to any drug marketed under its chemical

name without advertising. Although they may not be associated with a particular

company, generic drugs are subject to the regulations of the governments of countries

where they are dispensed. Generic drugs are labeled with the name of the

manufacturer and the adopted name (nonproprietary name) of the drug.

A generic drug must contain the same active ingredients as the original formulation.

According to the U.S. Food and Drug Administration (FDA), generic drugs are

identical or within an acceptable bioequivalent range to the brand-name counterpart

with respect to pharmacokinetic and pharmacodynamic properties. By extension,

therefore, generics are considered (by the FDA) identical in dose, strength, route of

administration, safety, efficacy, and intended use. The FDA's use of the word

"identical" is very much a legal interpretation, and is not literal. In most cases, generic

products are available once the patent protections afforded to the original developer

have expired. When generic products become available, the market competition often

leads to substantially lower prices for both the original brand name product and the

generic forms. The time it takes a generic drug to appear on the market varies. In most

countries of the world, patents give 20 years of protection. However, many

countries/regions, e.g. the European Union and the USA may grant up to 5 years of

additional protection for drugs ("patent term restoration").

Prescriptions may be issued for drugs specifying only the chemical name, rather than

a manufacturer's name; such a prescription can be filled with a drug of any brand

meeting the specification. For example, a prescription for lansoprazole can be filled

with generic lansoprazole, Prevacid, Helicid, Zoton, Inhibitol, or Monolitum.

H. V. P. Mandal’s College of Engineering & Technology, Amravati

http://en.wikipedia.org/wiki/Lansoprazole

http://en.wikipedia.org/wiki/Medical_prescription

http://en.wikipedia.org/wiki/Patent

http://en.wikipedia.org/wiki/Statutory_interpretation

http://en.wikipedia.org/wiki/Pharmacodynamics

http://en.wikipedia.org/wiki/Pharmacokinetics

http://en.wikipedia.org/wiki/Brand

http://en.wikipedia.org/wiki/Bioequivalence

http://en.wikipedia.org/wiki/U.S._Food_and_Drug_Administration

http://en.wikipedia.org/wiki/United_States_Adopted_Name

http://en.wikipedia.org/wiki/Medication


A generic drug of biological type (e.g. monoclonal antibodies), is different to

chemical drugs because of its biological nature and it is regulated under extended set

of rules for it; see Biosimilars.

1.2 MARKETING AND PRODUCTION STRATEGY

The researchers discuss how Abbott's successful market dominance can be attributed

to 2 factors. The first is the sequential launch of branded reformulations that differed

subtly in dose and used only bioequivalence data in their new drug application (NDA)

to demonstrate that the new dose had the same pharmacological properties as the

original formulation. These reformulated products showed no improvement in

surrogate markers or patient outcomes. The slightly different formulation also made

substitution with older generic formulations impossible.


http://en.wikipedia.org/wiki/Biosimilars

http://en.wikipedia.org/wiki/Monoclonal_antibodies


The second strategy employed by Abbott, note the study authors, involved taking

advantage of current US Food and Drug Administration (FDA) policy. Once a

generic drug maker filed an abbreviated NDA (ANDA) and challenged a patent used

by Abbott for their branded fenofibrate product, Abbott would respond with a patent

infringement lawsuit. By law, the FDA requires a 30-month delay before the approval

of an ANDA to allow litigation to be resolved. The researchers discuss how Abbott

would then use this time to produce and market their next-generation product before

the generic version of the previous-generation drug could be approved. Lacking the

extensive sales force of major pharmaceutical companies, generic drug makers could

not compete.

Abbott Laboratories has been the target of multiple lawsuits as a result of this

marketing strategy. A class action suit on behalf of all pharmacies and wholesalers

that purchased branded fenofibrate products was filed in 2005 by the Louisiana

Wholesale Drug Company, and various patients and states have also filed antitrust

lawsuits against Abbott. All of these lawsuits were ultimately settled out of court and

cost Abbott $300 million, a figure that amounts to less than 4% of total sales to date

of their fibrate franchise, according to Downing and colleagues.

1.3 WHAT MAY PREVENT THIS FROM HAPPENING AGAIN

The study authors suggest changes to policy that may prevent this strategy from being

used by other pharmaceutical companies, reserving market exclusivity for products

that offer true innovations and improvements to patient outcomes. For example, the

FDA can require that pharmaceutical companies settle pending lawsuits concerning

the original drug before seeking NDA approval for the next-generation drug. In

addition, the FDA can require that drug makers market their reformulations under

different brand names in an effort to make the changes more transparent.

Patients and payers can also wield their power as customers to challenge premium

drug costs and negotiate pricing. Although it would require careful consideration of

bioequivalence criteria, modifications to generic substitution statutes would allow

pharmacists to substitute generic medications at bioequivalent doses. The researchers



note, however, that in addition to possible safety risks, these laws are set by the states

and would require substantial legislative effort.

The researchers also discuss the role of physicians in recommending cost-effective

care and note that physicians should be more proactive in researching changes to

branded drugs, and whether they are superior to less costly generic formulations.

"No one forces prescribers to use brand-name drugs when generic equivalent

alternatives are available," James Foody, MD, chairman of the pharmacy and

therapeutics formulary committee at Northwestern Memorial Hospital in Chicago,

Illinois, who was not involved in the study, told Medscape Medical News. "One

would think that professional ethics oblige clinicians to rely on [evidence-based

medicine] information, rather than to pretend that pharmaceutical marketing agents

are disseminating unbiased information."

Dr. Foody concluded, "Abbott is not the only company to take advantage of

deceptive, yet legal, practices to secure profits. The story emphasizes what should be

obvious: In a free market economy, the primary purpose of all corporations is to

maximize the profits of the shareholders. The question here is: How much

responsibility do we in the healthcare provider community have to protect our

patients' and society's interests in controlling cost?"

"Policy changes, such as permitting generic substitution of bioequivalent formulations

of the same drug at different doses or tweaking the FDA approval process for branded

reformulations, could potentially limit similar approaches in the future," said

Downing. "However, we should remember that several other factors that cannot

readily be shaped by policy, such as clinicians' prescribing habits and payors'

formulary structure, played an important role in maintaining demand for branded

fenofibrate."

Downing is supported by the Richard A. Moggio, MD, Student Research Fellowship,

Yale University. One coauthor receives support from the National Institute on Aging

and the American Federation for Aging Research through the Paul B. Beeson Career

Development Award Program. One coauthor is supported by the College of Pharmacy



of Western University of Health Sciences. One coauthor is supported by the National

Heart, Lung, and Blood Institute. One coauthor serves on a scientific advisory board

for FAIR Health Inc and is a recipient of a research grant from Medtronic Inc through

Yale University. One coauthor chairs a cardiac scientific advisory board for

UnitedHealth Group and is a recipient of a research grant from Medtronic Inc through

Yale University. Dr. Foody has disclosed no relevant financial relationships.

1.4 BRANDED GENERIC:

A Branded Generic is simply a drug that is bioequivalent to the original

product, but is now marketed under another company's brand name. Branded generics

are an attractive business for Valeant’s Emerging Markets operations as they enjoy

low research and development costs and sustainable sales in that have already faced

the patent expiry of traditional pharmaceutical compounds. Our portfolio for this

business includes products we have internally developed, products we have licensed,

and products we distribute for third parties. Our branded generics cover a broad range

of treatments including antibiotics, antifungal medications, and diabetic therapies

among many others.

Our Emerging Markets operations are currently located certain countries in

Central and Eastern Europe, Latin America, Southeast Asia and South Africa.

Because consumers in these Emerging Markets often pay out-of-pocket for medicine

and cannot afford the expensive brands, we provide high-equality and affordable

medicines to the growing demand. As spending on health care in these countries

continues to rise in line with their economic growth, we expect the opportunity for

Valeant to broaden our market share will also continue to increase.

1.5 GENERIC VS BRANDED GENERIC

Generic drugs are copies of brand-name drugs that have exactly the same

dosage, intended use, effects, side effects, route of administration, risks, safety, and

strength as the original drug. In other words, their pharmacological effects are exactly

the same as those of their brand-name counterparts.



An example of a generic drug, one used for diabetes, is metformin. A brand name for

metformin is Glucophage. (Brand names are usually capitalized while generic names

are not.) A generic drug, one used for hypertension, is metoprolol, whereas a brand

name for the same drug is Lopressor.

Many people become concerned because generic drugs are often substantially

cheaper than the brand-name versions. They wonder if the quality and effectiveness

have been compromised to make the less expensive products. The FDA (U.S. Food

and Drug Administration) requires that generic drugs be as safe and effective as

brand-name drugs.

Actually, generic drugs are only cheaper because the manufacturers have not

had the expenses of developing and marketing a new drug. When a company brings a

new drug onto the market, the firm has already spent substantial money on research,

development, marketing and promotion of the drug. A patent is granted that gives the

company that developed the drug an exclusive right to sell the drug as long as the

patent is in effect.

As the patent nears expiration, manufacturers can apply to the FDA for

permission to make and sell generic versions of the drug; and without the startup costs

for development of the drug, other companies can afford to make and sell it more

cheaply. When multiple companies begin producing and selling a drug, the

competition among them can also drive the price down even further.

So there's no truth in the myths that generic drugs are manufactured in poorer-

quality facilities or are inferior in quality to brand-name drugs. The FDA applies the

same standards for all drug manufacturing facilities, and many companies

manufacture both brand-name and generic drugs. In fact, the FDA estimates that 50%

of generic drug production is by brand-name companies.

Another common misbelief is that generic drugs take longer to work. The

FDA requires that generic drugs work as fast and as effectively as the original brand-

name products.



Sometimes, generic versions of a drug have different colors, flavors, or

combinations of inactive ingredients than the original medications. Trademark laws in

the United States do not allow the generic drugs to look exactly like the brand-name

preparation, but the active ingredients must be the same in both preparations, ensuring

that both have the same medicinal effects.

1.6 COMPANIES

Branded Generic:

GSK-

Established in the year 1924 in India GlaxoSmithKline Pharmaceuticals Ltd.

(GSK Rx India) is one of the oldest pharmaceuticals company. At GSK, our mission

is to improve the quality of life by enabling people to do more, feel better and live

longer. This mission drives us to make a real difference to the lives of millions of

people with our commitment to effective healthcare solutions.

We undertake our quest of improving the quality of human life with

enthusiasm and vigour. Our vision for the future is powered by our business drivers. It

finds purpose and direction with our strategic intent. It is guided by our corporate

culture that places people and capabilities as the pivot that changes and transforms

situations

IPCA-

For more than 60 years, Ipca has been partnering healthcare globally in over

110 countries and in markets as diverse as Africa, Asia, Australia, Europe and the US.

Ipca is a fully-integrated Indian pharmaceutical company manufacturing over

350 formulations and 80 APIs for various therapeutic segments.

We are one of the world's largest manufacturers and suppliers of over a dozen

APIs. These are produced right from the basic stage at manufacturing facilities



endorsed by the world's most discerning drug regulatory authorities like US-FDA,

UK-MHRA, EDQM-Europe, WHO-Geneva and many more.

Ipca is a therapy leader in India for anti-malarials with a market-share of over

34% with a fast expanding presence in the international market as well. We also lead

in DMARDs (Disease Modifying Anti-Rheumatic Drugs) treatment for rheumatoid

arthritis. We have leading brands in 5 therapeutic areas, with 4 of our branded

formulations being ranked among the Top-300 Indian brands by ORG-IMS.

Our international client roster includes global pharmaceutical giants like

AstraZeneca, GlaxoSmithKline, Merck, Roche and Sanofi Aventis; most of whom we

have been partnering over the years.

At Ipca, quality assurance is an attitude of seeking sustainable betterment in

every aspect of our work. The results show in our financials as well as work ethic. Net

income for the financial year ended 31st March 2013 was Rs. 2,797.08 Crores (US$

513 Mn). Net profit was Rs. 331.39 Crores (US$ 61 Mn).

What's more, Ipca was awarded as 'Among the 100 Best Companies to Work

in India 2010' in a study conducted by Great Place to Work® - India in joint

collaboration with The Economic Times.

Generic Company

Alchemy labs-

In a marketplace crowded with "vanilla" products and brands, we believe crafting

perfectly executed and unique experiences is critical. We live and breath product,

sweat every detail and believe in advancing “quality of life” through everything we

do.

With over 2 decades of international product design experience, Alchemy Labs

combines industrial design, production engineering, and brand strategy expertise with

originality, craftsmanship, and attention to detail to produce innovative designs that



have sold millions. We have a track record creating Intellectual Property for more

than half our clients, and enjoyed every minute of it all the way.

We are a Product Development Company, taking designs from concept into

production flawlessly, transforming ideas into reality.

Check out our parent company UX-FLO in Amsterdam, specializing in Experience

Design. Plus Gray's blog: grayholland.com

Wings Pharma-

Ever since our inception in the year 1987, we have always focused on rendering

quality pharmaceutical products to our ever increasing client base. We are noted

Manufacturer, Exporter and Supplier of Personal Care Products, Natural Personal

Care Products, Personal Skin Care Products, Pharmaceutical Products in the

industry. Our range of products include DICLOWIN PLUS, ORA SORE GEL,

VITAL FIT CAPSULES, BOLDMAN RED, CLEENHANDS, WINGS

PASTEURISED HONEY, KUFMA-EX, WINCEDYL, WINGSCOOL ME,

LARLA CANDY MIX and many more. Our continuous growth over the years can

be in the main, attributable to our expert Distribution, Manpower, Manufacturing,

Marketing, Quality and Sales team. Their vigorous work to set a long and clear path

in future has made us excel in the industry.

Business Type Manufacturer, Exporter and Supplier

Primary Competitive

Advantages

Rich business experienced

Timely delivery schedule

Supreme product quality

Industry leading prices

No of Staff 1000

Year of Establishment 1987

OEM Service Provided No

Product Range



CHAPTER 2

REVIEW OF LITERATURE

LITERATURE REVIEW:

1. Journal Name: The concept of: Generic drugs and patented drugs vs. brand name

drugs and non-proprietary (generic) name drugs

Volume number 2 (4)

Edition- 32

Page number- 171

Author name- Karan B. Thakkar and Gauri Billa

Abstract

Time and again the importance of generic prescribing has been emphasized, primarily

to reduce the cost of drugs (Mukherjee, 2013). There are two concepts to be

understood here, one is generic vs. patented drugs and the other is a drug's “brand

name” vs. “non-proprietary name” or “generic name.” Although, our article primarily

describes the Indian scenario, it can be extrapolated to other countries also.

Non-proprietary name is the name for the active ingredient in the medicine that is

decided by an expert committee and is understood internationally (WHO, 2013a).

Thus, paracetamol/acetaminophen is the non-proprietary name (generic name) while

Crocin/Metacin/Meftal/Tylenol etc. are brand names.

It is a well-known fact that generic drugs are “drugs that are usually intended to be

interchangeable with an innovator product that is manufactured without a license from

the innovator company and marketed after the expiry date of the patent or other

exclusive rights” (WHO, 2013b). Bioequivalence is a sine qua non to generic drugs.

Good quality bioequivalence studies will help to ensure safety, efficacy, and potency

of a generic drug. When it is said that doctors should prescribe generic drugs, it means

that they should prescribe drugs manufactured by other companies after expiry of

patent of parent drug of the innovator company. Very often, generic prescribing is


http://www.ncbi.nlm.nih.gov/pmc/articles/PMC3770914/#B5




misconceived as prescribing by a drug's generic name or non-proprietary name. All

generic drugs have a brand name as well as a non-proprietary name but all drugs

having a non-proprietary name (generic name) may not be generic drugs.

2. Journal Name: Generic vs. brand-name medications: Why the patented drug debate

is about more than simply cutting costs

Volume number 18

Edition- 3

Page number- 257-274

Author name- Dr. James Aw

Abstract-

“Claude” is a 45-year-old patient with high cholesterol. Years ago, I wrote him

a prescription for a popular brand-name cholesterol-lowering statin. He was on it for

years, and then, one day, his pharmacist inquired: Did he mind going on the lower-

priced generic equivalent? Claude agreed. But his next visit with me turned up a

troubling test result: His cholesterol levels were elevated again. Here, I faced a

dilemma: Claude wanted to return to the brand-name drug. What to do?

3. Journal Name: Generics and Biosimilars Initiative Journal

Volume number 3

Edition- 1

Page number- 9-15

Author name- Christoph Baumgärtel, MD

Abstract-

any generic drugs are now being prescribed and the trend is increasing. For example,

in Austria, the number of all generics prescriptions has more than doubled from 11% in 2000

to 23% in 2010. However, many myths and questions about generic drugs remain and

information may be difficult to come by. It is therefore not surprising, as we have discovered

in recent years, that even physicians and pharmacists are not always fully up to date in their



understanding of generic drugs. Some of their questions centre on issues such as: are generic

drugs really as good as the original; are we really dealing with an adequately tested, high

quality medicinal product.

Today, generic drugs present an equally well-tolerated and efficacious alternative to

established medicinal products, which contain well-known, rigorously tested active

ingredients. An established originator product undergoes expensive and protracted

development (up to 15 years) with inherently high preclinical and clinical research

costs in order to be given market approval. The development of generic drugs, on the

other hand, is relatively quick and inexpensive, which allows generic drugs to be sold

at a distinctly cheaper price. This is due to the waiving of new preclinical and clinical

studies, aside from some bioequivalence studies. Their lower price however should

not be equated with ‘cheap quality’. In fact, generic medicines undergo the same strict

scrutiny by the European or national medicines authorities as reference products.

At AGES PharmMed, the Austrian competent authority for marketing authorisation of

human medicinal products, generic drugs are subjected to detailed assessment, during

which the safety profile and efficacy data of the active substances, as well as the proof

of bioequivalence, are thoroughly examined. This is also the case for all other national

competent authorities of the EU and EMA. The Austrian Federal Office for Safety in

Healthcare issues a marketing authorisation only if all legal and scientific

requirements are fulfilled. This marketing authorisation validates the safety, efficacy,

and quality of a generic drug.



CHAPTER 3

RESEARCH METHODOLOGY

3.1 IDENTIFICATION OF RESEARCH PROBLEM

In India most of the people are below poverty line and they can’t afford the cost of

the drugs which had been manufactured by branded companies .Generic

companies provide same formulation of the drug at the lowest cost .Companies

who are manufacturing drugs can be made available to consumer if they can

understand the reference between price differentiation in branded and generic lots

of money is getting invested into the advertising in branding and other marketing

strategy where as so I decided to study research problem associated with

“Comparison between Generic and Branded Generic Pharma Business In

Amravati”

3.2 STATEMENT OF HYPOTHESIS

H1: Because of the generic products not having the brand of any particular

company people doesn’t test it more.

H2: In the Amravati city there is some stores generic product having good

demand whether it is non branded.

3.3 OBJECTIVE OF STUDY

To spread the awareness about the requirements of generic product.

To visit the stores for their further requirements & take the feedback about

performance of generic.

To visit the customer for their further requirements & take the feedback

about marketing of the generic drugs.

To study the marketing strategy which is used by the generic company.

To understand the different types of marketing strategy which can help for

increasing the sale of product.



3.4 SCOPE OF THE STUDY

The scope of generic and Branded genric companies study is limited for Amravati

city. In medicine line generic product having good demand and most of the

people aware about it. And Branded generic product less demand and

unawareness is more.

3.5 RESEARCH METHODOLOGY

Research methodology is research techniques or methods. Research is the

systematic method of collection recording facts in the form of numerical data

relevant to the formulating at a problem & arriving at a certain conclusion over the

problem base on the collected data. Research may be defined as a me5hod or

techniques of studying problems whose solution are to be derived partly or wholly

from facts, developed new scientific tools, concepts and theories which would

facilitate reliable and veiled study of human behavior. As such as the term

“research” refers to the systematic method consisting of enunciation the problem

formulating data, analysis collecting the fact and reaching of solution towards t6he

concerned problem or in certain generalization for some theoretical formulating.

“Research is a systematic method of colleting, recording facts, tabulating and

analyzing the fact in the form of objective set as through conclusion over the

problem based on the collected data.”

The essential purpose of research is to provide information which will facilitate

the identification of an opportunity or problem situation and to assist in arriving at

the best possible decision when such situation is encountered. To define the

problem is the first step in research process followed by determining the

information needed and sources of data securing information, data analysis and

interpretation and finally preparing the research report.

3.6 RESEARCH DESIGN

A research design is a systematic plan to study a scientific problem. The design

of a study defines the study type (descriptive, correlation, semi-experimental,

experimental, review, meta-analytic) and sub-type research



question, hypotheses, independent and dependent variables, experimental design,

and, if applicable, data collection methods and a statistical analysis plan.

Exploratory research seeks to develop initial hunches or insights and to provide

direction for any further research needed. The primary purpose of exploratory

research is to shed light on the nature of the situation and identify any specific

objectives or data needs to be addressed through additional research .exploratory

research is most useful when a decision maker wishes to better understand a

situation and /or identify decision alternatives.

3.7 DATA SOURCES

Primary Data

Secondary Data

There are many method of data collection according to the nature and type of

research. I have used the following data for the research purpose.

My research is only on the basis of both data.

Primary Data:

Questionnaire

Secondary data:

Management generals

Annual report

Research paper

Internet

Sample Design

Generic companies of Amravati city & their marketing strategy is the sample

design.

Sample Size

For these study 100 respondents has taken as a sample size (including chemist,

owner and worker of medical store)

Sampling Technique


http://en.wikipedia.org/wiki/Design_of_experiments

http://en.wikipedia.org/wiki/Dependent_and_independent_variables

http://en.wikipedia.org/wiki/Hypothesis


Simple random method is used.

3.8 LIMITATIONS

The research is limited to the Amravati city only.

The lack of information source for data analysis part.

Time and Money are critical factors limiting this study.

The data provided by the prospects may not be 100% accurate. As

they too have their limitations.

CHAPTER 4



DATA ANALYSIS AND INTERPRETATION

1) Age wise distribution of respondents.

Table No.4.1

Sr. No Age Group No. of respondent Percentage (%)

1 18-25 Years 25 25%

2 25-40 Years 30 30%

3 40-60 Years 30 30%

4 60 & Above 15 15%

Total 100 100%

Graph no: 4.1

(Source: Primary Data)

Interpretation: It is observed from the above table and graph that 25% of

respondents were in 18-25 years, 30% respondents were in 25-40 age groups,

30% respondents were in 40-60 years age groups and 15% respondents were

in 60 & above age group.

2) Educational Qualification wise distribution.


25%

30%

30%

15%

Age Wise Distribution of Respondents

18-25 Years 25-40 Years 40-60 Years 60 & Above


Table No.4.2

Sr.No EducationNo. of

respondent

Percen

tage (%)

1 B.Sc /M.sc 28 28%

2 B.pharm / D. pharm 40 40%

3 M. pharm 20 20%

4 Other 12 12%

Total 100 100%

Graph No: 4.2


Interpretation: The above table and graph shows that 28% respondents

having education upto B.Sc / M.Sc, 40% respondent having education upto

B. pharm / D. pharm 20% respondents having education D. Pharm and 12%

respondents having education in Other.

3) Are you aware about the generic product?

Table No.4.3


B.Sc/ M.Sc B. Pharm D.pharm M. pharm Other 0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

28%

40%

20%12%

Qualification of Respondents


Sr.

No

Generic

Product

No. of

respondent

Percentage

(%)

1 Yes 100 100%

2 No 00 00%

Total 100 100%

Graph No: 4.3


Interpretation: From the above table and graph it is analysis that all medical

wholesaler and retailer of Amravati city are aware about generic company and

their products.

4) Do you provide generic product to customer?

Table No.4.4


yes no0%

20%

40%

60%

80%

100%

120%

100%

0%

Awareness of Generic Product


Sr.

No

Provide

Generic Product to

Customer

No. of

respondent

Percentage

(%)

1 Yes 90 90%

2 No 10 10%

Total 100 100%

Graph No: 4.4


Interpretation: From the above table and graph it is observed that 90%

respondents answered they provide generic product, to customer and 10%

respondents does not sale generic companies product.

5) Why do you provide generic product to customer?

Table No.4.5


Yes No 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

90%

10%

Sellling of Generic Product to Customer


Sr.

No

Generic

Product to

Customer

No. of

respondent

Percentage

(%)

1 Low Investment

required

26 28.28%

2 Greater profit of

margin

34 37.77%

3 Good Result 27 30%

4 Other 3 3.33%

Total 90 100%

Graph No: 4.5


Interpretation: From the above table and graph it is observed that 28%

respondents answered they prefer generic product because it is it is low

investment required , 38% respondents answered because of Greater Profit of

Margin , 30% respondents answered because of Good Result and 3%

respondents answered Other.

6) Is Generic product are easily available?

Table No.4.6


Low Investment required

Greater profit of margion

Good Result Other 0%

5%

10%

15%

20%

25%

30%

35%

40%

28%

38%

30%

3%

Reasons for selling generic product


Sr.

No

Easily

Available

No. of respondent Percentage

(%)

1 Yes 85 85%

2 No 15 15%

Total 100 100%

Graph No: 4.6


Interpretation: From the above chart it is find that 85% respondents answered

Yes generic product are easily available in the market and 15% respondents

answered No.

7) How do you rate quality of generic product?

Table No.4.7


Yes No 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

85%

15%

Availability of Generic Product


Graph No .4.7


Interpretation: From the above table and graph it is clear that maximum 35%

respondents rate Excellent to the quality of generic product, 20% respondents

rate Average , 20% respondents rate Good , 15% respondents rate Poor and

10% respondents very poor.

8) How do you come to know about generic product?

Table No.4.8

Sr. Know about No. of Percentage


Excellent Good Average Poor Very poor0%

5%

10%

15%

20%

25%

30%

35%

40%

35%

20% 20%15%

10%

Quality of Generic Product

S

r. No

Quality of

Generic Product

No. of respondent Percentage

(%)

1 Excellent 35 35%

2 Good 20 20%

3 Average 20 20%

4 Poor 15 15%

5 Very Poor 10 10%

Total 100 100%


No generic product respondent (%)

1 Electronic Media 35 35%

2 Medical

Representative

25 25%

3 Print Media 16 16%

4 Member of

Association

14 14%

5 Others 10 10%

Total 100 100%

Graph No .4.8


Interpretation: It is clear from the above table and graph that maximum 35%

respondents answered they came to know about generic product from

Electronic Media, 25% respondents answered from Medical representative,

16% respondents answered from Print Media , 14% respondents answered

from Member of Association and 10% respondents answered from Medical

Agency.

9) Do you think the different marketing strategy making generic brand to seek good position in market?


Electronic Media Medical Representative Print Media Member of Association Others 0%

5%

10%

15%

20%

25%

30%

35%

40%

35%

25%

16% 14%10%

Source of Awareness of Generic Companies


Table No.4.9

S

r.

No

Good Position

in Market

No. of respondent Percentag

e (%)

1 Yes 65 65%

2 No 35 35%

Total 100 100%

Graph No: 4.9



respondents think that different marketing strategy making generic brand to

seek position in market and 35% respondents does not presume that above

statement.

10) Which type of promotional strategies you used?

Table No.4.10


Yes No0%

10%

20%

30%

40%

50%

60%

70%

65%

35%

Position of generic company by marketing strategy


Sr. No Promotional

Strategies

No. of

respondent

Percentage

(%)

1 Consumer Sales

Promotion

30 30%

2 Trade Sales Promotion 20 20%

3 Promotion for

Salesforce

25 25%

4 Any Other 25 25%

Total 100 100%

Graph No: 4.10



respondents uses consumer sales promotion 20% of respondents user Trade

Sales promotion, 25% respondents user Promotion for Sales force and 25% of

respondents user Any other.

11) Do you used display marketing as promotion activity ?

Table No.4.11

Sr. Promotion Activity No. of Percen


Consumer Sales Promotion Trade Sales Promotion Promotion for Salesforce Other0%

5%

10%

15%

20%

25%

30%

35%

30%

20%25% 25%

Promotional Strategies used by generic company


No respondent tage (%)

1 Yes 76 76%

2 No 24 24%

Total 100 100%

Graph No: 4.11



of respondents uses display marketing as promotion activity 24% respondents

does not uses display marketing

12) Do your companies following 4P’s (Product, Price, Promotion, Place)

marketing mix strategies?

Table No.4.12


Yes No 0%

10%

20%

30%

40%

50%

60%

70%

80%

76%

24%

Analysis of Display Marketing


Sr.

No

4P’s Marketing Mix

Strategies

No. of

respondent

Percen

tage (%)

1 Yes 77 77%

2 No 23 23%

Total 100 100%

Graph No: 4.12



of respondents uses 4P’s marketing mix strategy and 23% respondents does

not uses 4P’s mix strategy.

13) If yes which are they?

Table No.4.13


Yes No 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

77%

23%

Analysis of 4P's Marketing Mix Strategies


Sr.

No

If which are they No. of

respondent

Percen

tage (%)

1 Price Strategy 28 36.36%

2 Product Strategy 34 44.15%

3 Promotion Strategy 14 18.18%

4 Place Strategy 1 1.29%

Total 77 100%

Graph No: 4.13


Interpretation: It is clear from the above table and graph that 36.36% of

respondents answered Price Strategy , 44.15% respondents answered

Product Strategy, 18.18% respondents answered Promotion and 1.29%

respondents answered Place Strategy.

14) Do you following these strategies?

Table No.4.14


Price Strategy Product Strategy Promotion Strategy Place Strategy 0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

4 p's marketing startegy


Sr.

No

Following Strategies No. of

respondent

Percen

tage (%)

1 Push Strategies 20 20%

2 Pull Strategies 30 30%

3 Market Focus Push Strategy 35 35%

4 Consumer Focus Pull Strategy 15 15%

Total 100 100%

Graph No: 4.14


Interpretation: It is clear from the above table and graph that only 20% of

respondents follows Push Strategies , 30% respondents follows Pull Strategies

, 35% respondents follows Market Focus Push Strategy, 15% respondents

follows Consumer Focus Pull Strategy.

15) Do you agree on that marketing is needed for creating the brand

awareness of Product?


Push Strategies Pull Strategies Market Focus Push Strategy

Consumer Focus Pull Strategy

0%

5%

10%

15%

20%

25%

30%

35%

40%

20%

30%35%

15%

Strategy Followed


Table No.4.15

Sr.

No

Awareness of Product No. of

respondent

Percen

tage (%)

1 Yes 66 66%

2 No 34 34%

Total 100 100%

Graph No: 4.15



of respondents agree with the statement and 34% respondents does not agree

with the statement.

16) Which type of Offers Company provides for increase the sales?


Yes No 0%

10%

20%

30%

40%

50%

60%

70% 66%

34%

Analysis of Brand Awareness of Product


Table No.4.16

Sr.

No

Increase the sales No. of

respondent

Percen

tage (%)

1 Discount 40 40%

2 Gift Vouchers 15 15%

3 Scheme 30 30%

4 Holiday Packages 10 10%

5 Others 05 05%

Total 100 100%

Graph No: 4.16



of respondents uses Discount , 15% respondents uses Gift Vouchers, 30%

respondents uses Schemes, 10% respondents uses Holiday Packages and 05%

respondents uses Others . afters to increase the sales of company.

17) Do you think that effective marketing helps for increase the sales?

Table No.4.17


0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

40%

15%

30%

10%5%

Offers to increase sale


Sr.

No

Effective Marketing No. of

respondent

Percen

tage (%)

1 Yes 72 72%

2 No 28 28%

Total 100 100%

Graph No: 4.17



of respondents things that effective marketing helps for increase the sales and

28% respondents does not presume about the statement.

18) Do you think that the direct sales of generic product is more effective

for increasing the productivity?

Table No.4.18


yes No 0%

10%

20%

30%

40%

50%

60%

70%

80%

72%

28%

Increase the Sale By Effective Marketing


Sr.

No

Increase Productivity No. of

respondent

Percen

tage (%)

1 Yes 73 73%

2 No 27 27%

Total 100 100%

Graph No: 4.18



of respondents thing that direct sales of generic product is more effective to

increase productivity and 27% respondents does not things so.

19) Does generic company provide sufficient profit of margin to stockiest?

Table No.4.19


Yes No 0%

10%

20%

30%

40%

50%

60%

70%

80%

73%

27%

Analysis of Direct Sale to Increase Productivity


Sr.

No

Requirement of Stockiest No. of

respondent

Percen

tage (%)

1 Yes 69 69%

2 No 31 31%

Total 100 100%

Graph No: 4.19



of respondents presumes that profit of margin for stockiest are sufficient and

rest 31% respondents does not think so.

20) Does generic company provide sufficient profit of margin to retailer?

Table No.4.20


Yes No 0%

10%

20%

30%

40%

50%

60%

70%

80%

69%

31%

Sufficient Profit of Margin to Stockiest


Sr.

No

Requirement of Retailer No. of

respondent

Percen

tage (%)

1 Yes 83 83%

2 No 17 17%

Total 100 100%

Graph No: 4.20



of respondents presumes that profit of margin for retailer are sufficient and

rest 17% respondents does not think so.

21) Are you satisfied with the marketing strategy of Generic product?

Table No.4.21


Yes No 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%83%

17%

Sufficient Profit of Margin to retailer


Sr.

No

Marketing Strategy No. of

respondent

Percen

tage (%)

1 Yes 66 66%

2 No 34 34%

Total 100 100%

Graph No: 4.21



of respondents are satisfied from the marketing strategy of companies of

generic product and 34% respondents things that need some improvement is

marketing strategy.

22) Are you satisfied about the sales & result of generic product? Table No.4.22


Yes No 0%

10%

20%

30%

40%

50%

60%

70% 66%

34%

Satisfaction with Marketing Strategy


Sr.

No

Sales and

Result

No. of

respondent

Percentage

(%)

1 Yes 65 65%

2 No 35 35%

Total 100 100%

Graph No: 4.22



respondents said they are satisfied from the sales and result of generic

product and 35% respondents said they are not satisfied by sales and result.

CHAPTER 5

FINDINGS, CONCLUSIONS AND SUGGESTIONS


Yes No 0%

10%

20%

30%

40%

50%

60%

70%

65%

35%

Analysis of Sales and Result


FINDINGS

It is find out from the research that most of the respondents are in the

age group of 30 to 39 years so it means that in medical field most of

the middle age people are involve.

It is find out from the research that most of the respondents are aware

about generic product but some respondents don’t aware about generic

product so company has to focus on advertisement of product.

It is found out from the research that most of the respondents prefer

generic product because it is Cheaper, Profit of Margin and Result.

It is clear that generic product are easily available in the market its

excellent in the quality & result, generic product is cheaper than other

branded tablet and product of medicine.

Most of the respondent came to know about generic product from

Advertisement and Medical Representative and some came to know

from Medical Agency.

It is clear that respondents are satisfied from the sales and result of

generic product and they have not found any problem in generic

product.

Marketing strategy is very effective for making brand of the product,

most of the respondent place their order once a week and Monthly.

Company also provide to respondents discount facility on cash

purchasing and respondents are satisfied from the marketing strategy

of generic product but some respondents feel its need some

improvement in marketing strategy of generic product.



It is found out that generic company provide discount offer to their

retailers.

It is clear that marketing strategy of generic product is effective and

respondents are satisfied from marketing strategy of generic product.

It is clear that from the research that generic product are easily

available at the medicines stores but generic product are unbranded

product so may be this reason is affect for less awareness about the

generic product among the customers.

It is observed that profit margin on generic product is high than

branded product, that’s why stockiest provide generic product to

customer.

It is find out that different marketing strategy making generic brand to

seek good position in market and effective marketing strategy is the

reason of increasing the sales of generic product.

CONLUSIONS



It is concluded from the study that company representatives act good and

they have Good Communication and representative represent Good Product

Knowledge, they also share Strategies of Company.

It is concluded from the study that respondents rate to generic product 10

out of 10, some respondent’s rate 08, 06 and 04 out of 10.

It is concluded from the study that marketing is very important for

increasing the sales of product. Marketing take very important role for

increase the productivity of product, hence company always try to make the

effective strategy for the marketing of the product.

It is concluded from the study that marketing is needed for creating the

brand awareness of product because of the advertisement people get more

awareness about the product and effective advertisement create positive

image of the product on the consumer mind so company gives priority to

the advertisement and marketing of the product.

It is concluded from the study that representative of companies are very

good in communication they talk scientifically and they have good product

knowledge.

It is conclude from the study that marketing of the products is good in

urban market as not in rural market

Also the study gives the conclusion that all generic product are also fallow

the rules and regulations of the FDA(food and drug administration)

It is conclude from the study that margin of the profit is nice in generic

product as compared to the Branded.

Branding, packaging and sales promotion of the generic companies is good

as found in the study.

It is conclude from the study that the market potential is very big and there

is lots of opportunity for the new players as good for the old leaders.

SUGGESTIONS



Company should focus on different types of schemes for chemist and doctors

& provide them discount facility which will help to increase the sales of tablet.

It is suggested that in market there are different types of brand available in the

market so company should try to highlight the product in regular manner and

give the proper training to medical representative for promoting the product.

Marketing is the finest way to popular the product, so company should focus

on marketing and advertisement of the product.

For better result Banner & Poster can be helpful in promoting the product so it

can be used for making brand awareness.

Quality of the product should be good as it deals with the life of the consumer.

More and more companies should come to manufacture the products so that a

poor consumer can buy it easily.

Pricing strategy should be made good for all distribution channels.

Marketing sales force should do more marketing so that the movement of the

product will be good into the market.

Marketing in Rural area should be done good as most of our Indian population

lived in rural areas.

Generic company should focus on promotional activities for increase the sales

of generic product.


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