Rigel the division of pharmed has concept selling product such as Colla Cee GS.

INDEX

Chapter.No.

TOPIC Page no.

1. Aim & Objective of the study

2. Hypothesis of the study

3. Scope & Limitation of the study

4. Review Literature

5. Research Methodology

6. Company Profile&

Product Information7. Finding & Analysis

8. Result & Conclusion

9. Suggestion

Biblography

EXECUTIVE SUMMARY

CHAPTER NO.1

Aim & Objective of the study

AIM OF THE STUDY

To study how the Rigel is trying to meet the product feature’s

with the consumer benefits.

As Colla Cee GS is concept selling product & Pharmed Company is also

well-known for conceptual selling brand.

Concept selling means how they meet feature i.e. composition of

Colla GS with benefit of customer.

Here are pharmaceutical marketing companies customers are Doctors

not the patients.

So as patients are getting relief from disease Doctors continuous to

prescribe more the product.

OBJECTIVE OF THE STUDY

To find out branding & visibility of Rigel the division of Pharmed

in market.

To analyze the promotion & various marketing strategies done by

pharmed.

To study activities done by pharmed improve the sales of this Colla

Cee GS.

To understand how approach to doctors (customers).

CHAPTER NO.2

HYPOTHESIS OF THE STUDY

HYPOTHESIS

Null hypothesis: - Advance composition improved sales in market &

good reply’s from doctors also.

Pharmed Ltd is well known for Quality of product and research

molecules.

Advance composition: -

Bioactive collagen peptide + Glucosamine sulphate + Vitamin C are not

present in market. With orange flavor which is good for palatability of

patients.

Alternative hypothesis: - There are too many competitors in market

with same type product composition who can bit Cola Cee.

Only one product in market is toughest competitor in market, name is

Collaflex from Aventis, Collabond.

It is older and available in each and every Medical store of Navi

Mumbai market.

From this we can identify its Network in market.

CHAPTER NO.3

SCOPE & LIMITATIONS OF THE STUDY

SCOPE

Study of market for Osteoarthritis in Navi Mumbai city.

Many of people above 40 years age group are suffering from

Osteoarthritis.

The Cola Cee GS with its new composition is Effective for those people.

For example:-

Family history of Osteoarthritis.

Obese and overweight.

Heavy physical exercise.

Reduction cartilage after 40 years.

These are some segment found in Navi Mumbai.

While discussing with doctors we found these segments.

So there is huge potential for Colla Cee GS in market.

People want the relief from Osteoarthritis. As there are many

product in market such as Collaflex which increase collagen

between joints but by new combination of Colla Cee GS Doctors

replied that this product faster in Anti osteoarthritis disease.

If the availability product in market is increased than no product

in Navi Mumbai market could bit this new composition of Colla

Cee GS.

LIMITATIONS

Although the research was conducted in way to ensure the accurate

results but certain errors might have occurred due to some

unavoidable reasons.

Some of the limitations:-

All the respondents did not give their true feelings and views

concerning the nature of the subject.

The study is affected by activities of respondents.

As study was done in Navi Mumbai, it did not covered broader

area to understand prescribing behavior of Doctors

Due to patient secrecy we cannot ask to patients.

The sources of data collection and time are limited in this

research.

High cost.

Low connectivity.

CHAPTER NO.4

Review Literature

Strategy Guidelines

BRAND POSITIONING

Brands Ortho/PhyColla Cee Prevent progression of OA

Colla Cee GS Treat OA

CollaCee and CollaCee sale has been progressing steadily with good acceptance

among orthos. CollaCee GS touched an ALL India PMPM of 170 sachets

inDec’12.

Market research data indicates that Collaflex also has been able to make a

steep growth in prescription generation last 6 months.

Target Brands- Collaflex, Collabond (only collagen peptides), Zedfit.

Promotional Theme

Low molecular weight collagen peptides type II with vit. C advantage.

Keeps joints young & moving.

Sugar free and safe for long term use.

Fish content.

Brand Benefits

CollaCee

Purified type II collagen peptides offer lasting & preferential

accumulation of collagen in cartilage.

Enhance endogenous collagen synthesis.

Added advantage of vitamin c in CollaCee enhances tissue concentration

of type II collagen, promotes chondrocyte proliferation & enhances

procollagen synthesis.

CollaCee GS

Collagen peptide II in synergy with glucosamine & vitamin C stimulates

collagen & GAG biosynthesis.

Reverses structural decay of stressed cartilage.

Significantly improves symptom scores, joint function & quality of life.

Exerts synergistic anti-inflammatory & analgesic actions.

Promotional Inputs

Arthritis Update (20 TSO)

Doctor, Rigel presenting you the second issue of Arthritis Update. With this

New Year issue, we want to update you on novel findings and development in

arthritis and newer researches that highlight the cause of arthritis and

available treatment options. Doctor, Rigel proudly presents CollaCee, Collacee

GS, Triactin, Nanofast and Ultramed to help your arthritic patients to improve

their quality of life.

(Handover News letter to DR)

CollaCee/CollaCee GS Tent Card Exercises in OA

(orthro)-20/TSO( The stationary office)

Objective: -Serves as an in-clinic reminder. The card has pictorial presentation

of some easy exercises to ease osteoarthritic pain on one side which should be

kept in a manner that patients can view it. To be used during CollaCee/GS OPD

camps.

Detailing:-Dr. with your permissions may I place the CollaCee/GS card on

your table. This card will help you to pictorially guide your patients about

exercises that will ease their osteoarthritis pain along CollaCee/GS therapy.

Strategic Activity: - One OPD(Out patients department) camp per month.

Patient who are visiting doctor in his OPD motivating him by giving 1 month

extra medicine if he/she takes of 2 months medicine.

From Visual aid

Indications of CollaCee

We strongly recommend that use CollaCee for primary prevention in:

Above 40

Athletes

Heavy physical exercise

Alcoholics

Smokers

Obese and overweight

Family history of OA

CHAPTER NO.5

Research Methodology

Types of Data

Primary Data:

Data that has been collected from first-hand-experience is known as primary

data. Primary data has not been published yet and is more reliable, authentic

and objective. Primary data has not been changed or altered by human beings,

therefore its validity is greater than secondary data.

Reliability: Reliability is the certainty that the research is enough true to be

trusted on.

Authenticity: Authenticity is the genuineness of the research. 

Secondary Data:

Data collected from a source that has already been published in any form is

called as secondary data. The review of literature in nay research is based on

secondary data. Mostly from books, journals and periodicals.

Sources of Secondary Data:

Secondary data is often readily available. After the expense of electronic media

and internet the availability of secondary data has become much easier.

PRIMARY DATA

First of all, all the sources of primary data from various sources

should be explored & examining the possibility of their use for study.

In many cases the data may not be inadequate or unusable &

therefore, may realize the first hand information.

It involves two aspects. The techniques and tools that are used in

collecting primary data as follows:-

Observation

Survey

Observation

This method is used to get past and current information of company

and product.

For example – What is brand image of the company?

How do approach to doctor?

Survey

This method is useful to gate actual information about market

condition of that particular product.

Survey involves some questions or we can say feedback report.

SECONDARY DATA

Any data has been gathered for some other purpose, is the secondary

data in the hands of research.

Secondary data is collected from various journals, books, magazines,

websites, visual aid etc….

The secondary data gave me brief information about the company

than its product. There strategy to sale Colla Cee GS in market.

Advantage:-

The major advantage in use of secondary data is that it is more

economical, as the cost of collecting original data is saved.

It saves much of time of researcher. This leads to prompt completion

of the project.

Search for secondary data is helpful, not only because secondary data

may be helpful, not only because secondary data may be useful but

because familiarity with such data indicates the deficiencies and gaps.

As a result the primary data indicates the deficiencies and gaps. As a

result the primary data can be collected more specifically and more

relevant to study.

CHAPTER NO.6

Company Profile

&

Product Information

Healthcare is our charter.

Pharmed Limited is a dynamic and rapidly growing pharmaceutical company

that is dedicated and committed to manufacture quality products to enhance

the quality of human life.

This eventful journey began on August 10, 1946, when the Company was

incorporated. Since then, it has partnered with large multinationals to

manufacture their Brands for the Indian market. Manufacturing and marketing

of its own Brands commenced in the year 1966. Since then, Pharmed

continues to invest in novel technologies, new processes, innovative product

manufacturing, and talented people, striving at all times to live up to its charter

of Healthcare.

The Corporate Headquarters are set amidst the sylvan greenery of Bangalore.

The camaraderie shared by its employees speaks volumes about the values it

holds dear, its relentless endeavor in the research and development, its

painstaking and rigorous quality processes, and its drawing on the expertise of

its key partners to overcome the barriers of technological impossibilities.

Pharmed is one of the top 10 fastest growing pharmaceutical companies in

India (IMS, October 2011) among top 100 companies. For about 65 years, the

main charter of Pharmed has been quality healthcare. Our core strength lies in

identifying, researching and creating a unique therapeutic range of products

across different specialty segments and marketing them. Today, Pharmed is a

name to reckon with in the fields of women's health, reproductive health, bone

and musculoskeletal health, pain management, antibiotics, child health and

general health. Our products help people live healthier and enriched lives.

The Company operates with two divisions, Pharma and Rigel, across India with

a field strength of over 1000.

Welcome

Here at Pharmed, we capture and deliver values that belong to you and your

profession. We feel great and proud to be your partners in the care of ailing

humanity, and we always and consistently strive to pay ultimate respect to the

sense of relationship and partnership that we share with you. Underpinning

the knowledge that you have generated by your expertise and talent, we dare

to believe that our scientific depth and broad clinical development expertise

provide us with the capability to develop novel therapies, as well as identify,

license, manufacture, or acquire products that address many medical

conditions across disciplines, not adequately treated by existing therapies.

Rigel Division

Since its inception, Rigel , the second division has started its journey

with target to be present throughout India. It has unique product

baskets for Gynecologists, Orthopedic Surgeons, Gastroenterologists,

Consultant Physicians, and General Practitioners.

Rigel Products

-Pain Medicine

-Surgery

-Gastroenterology

-General Care

-Respiratory Medicine

-Gynecology

-Child Care

-Bone and Joint Care

Product for synopsis

As it is pharmaceutical drug. So product is for the disease called

Osteoarthritis.

It is age related disease. People those who are suffering from this

particular disease have pain in his knee, due to reduction in

cartilage between there knee bones. In order to overcome this

disease patient prefer last option of joint knee surgery.

Normal patient’s

Osteoarthritis patient’s Knee

CollaCee GS

Prevent the progression of osteoarthritis

CollaCee GS is the only combination in India which contain bioactive collagen

peptides, glucasamine and vitamin c. CollaCee GS stimulates the collagen and

GAG biosynthesis, restores the chondrocytes anabolism, reserves structural

decay and restores structural integrity of stressed cartilage, significantly

improves symptom scores, joint function, and quality of life, exerts synergistic

anti-inflammatory and analgesic actions. CollaCee GS is the only product which

has the ability to modify the osteoarthritis. CollaCee.

One Sachet 100ml water to mix and drink daily

6 months daily oral use leads to positive therapeutic outcome in 68%

of patients.

Cost of one sachet Rs 63.

If the patients go through joint knee surgery they have to pay more

1.5lakh for operation.

By calculation if patients start to take this Colla Cee GS for 3 months

cost will be approx 6000 & no need for the operation.

Because as compared to joint knee surgery less effortless time

treatment.

Keep joints young and moving.

Chapter No.7

Finding & Analysis

Customer Reply

1) Dr. who treat osteoarthritis patients

As it is pharmaceutical product so our customers are M.S. Ortho surgeons.

Number patients per week.

Ans:-

Sr. no Doctors No of patients

1 Dr. Pramod Bhor 30-35

2 Dr. Anil Kumar Aggarwal 20-25

3 Dr. Jayant Sarkar 20-25

4 Dr. Hitesh Kubadia 15-25

5 Dr. Ashish Phadnis 14-20

6 Dr. Dharmaraj Yadav 20-30

7 Dr. Subash.Dhiware 60-70

8 Dr Kaustubh Keskar 20-25

9 Dr.Nirmal Nete 40-50

10 Dr. Mahesh Mahshveri 40-70

30-35 20-25 20-25

15-25

14-2020-30

60-7020-25

40-50

40-70

Prescription per week

Dr. Pramod BhorDr. Anil Kumar AggarwalDr. Jayant SarkarDr. Hitesh KubadiaDr. Ashish PhadnisDr. Dharmaraj YadavDr. Subash.DhiwareDr Kaustubh KeskarDr.Nirmal Nete

More than 300 patients in Navi Mumbai are treated for osteoarthritis

which is not bad.

2) Doctors in favor to prescribe collagen peptide containing drug

Ans:-

Out of 10, 4 Doctors are prescribing Collagen peptide drugs.

60%

40%

Chart Title

yes no

3) Which age group patients are coming for Osteoarthritis?

Ans: - from the age of 40 onwards to maximum 70 years old patients.

4) How many doctors do like new combination of Colla Cee GS

Ans: - Each and every Doctor liked new combination of Colla Cee GS.

Except Dr. Bhor.

Replies in such a way.

Sr. no Doctors Replies

1 Dr. Pramod Bhor Not of much help.

2 Dr. Anil Kumar Aggarwal Good combination.

3 Dr. Jayant Sarkar Try out.

4 Dr. Hitesh Kubadia For good results I’ll write.

5 Dr. Ashish Phadnis Good prevention for OA.

6 Dr. Dharmaraj Yadav Good combination.

7 Dr. Subash.Dhiware Excellent results are getting.

8 Dr Kaustubh Keskar Good precaution for OA.

9 Dr.Nirmal Nete Result oriented.

10 Dr. Mahesh Mahshveri Can be taken as supplement.

5) How many Doctors are ready to prescribe Colla Cee GS?

Reasons

Ans:- Out of 10 , 8 are ready to prescribe.

Sr. no Doctors Reasons

1 Dr. Pramod Bhor -

2 Dr. Anil Kumar Aggarwal -

3 Dr. Jayant Sarkar Palatable

4 Dr. Hitesh Kubadia Palatable

5 Dr. Ashish Phadnis Palatable

6 Dr. Dharmaraj Yadav Palatable

7 Dr. Subash.Dhiware Palatable

8 Dr Kaustubh Keskar Good combination.

9 Dr.Nirmal Nete -

10 Dr. Mahesh Mahshveri Vitamin C also helps in increasing Collagen in bones.

This palatability is strongest part of product because product in market satisfies this need.

Patients are complaining to Doctors that they cannot intake this OA drugs this is called palatability due to bitterness.

As the product is sugar free this is good for diabetes patients & Orange flavor

easy to intake orally.

6) Almost all doctors replayed that Colla Cee is beneficial to

patients OA.

From the survey it is clear that this Colla Cee GS is best product to treat OA

patients.

Recommended by all 10 M.S Ortho Surgeons.

7) Colla Cee is pocket friendly for the patients

Ans:-

Sr. no Doctors YES/NO

1 Dr. Pramod Bhor Yes

2 Dr. Anil Kumar Aggarwal -

3 Dr. Jayant Sarkar Yes

4 Dr. Hitesh Kubadia Yes

5 Dr. Ashish Phadnis Yes

6 Dr. Dharmaraj Yadav Yes

7 Dr. Subash.Dhiware Yes

8 Dr Kaustubh Keskar Yes

9 Dr.Nirmal Nete Yes

10 Dr. Mahesh Mahshveri Yes

7) Rate patient satisfaction after the use of Colla Cee GS

Sr. no Doctors Rating

1 Dr. Pramod Bhor -

2 Dr. Anil Kumar Aggarwal -

3 Dr. Jayant Sarkar 2-5

4 Dr. Hitesh Kubadia 2-5

5 Dr. Ashish Phadnis 3-5

6 Dr. Dharmaraj Yadav 3-5

7 Dr. Subash.Dhiware 4

8 Dr. Kaustubh Keskar 3-4

9 Dr.Nirmal Nete 4

10 Dr. Mahesh Mahshveri 3-4-5

Retailer Medicals Feedback Report

1) Patients of OA are increasing day by day.

All 15 retailers YES

2) Age group of patients. All 15 retailers 40 onwards maximum patients.

3) Number patients per week. All 15 retailers Approximately 20-40 per week in each Medical store.

4)Demanded product in market

All 15 retailers Collaflex product of Aventis

5) Do patients approach for Colla Cee GS?

7 retailers YES

6) Best selling product? All 15 retailers Collaflex product of Aventis

7) Are patients coming again for Colla Cee GS?

7 retailers YES, remaining retailers says NO

8)Price effects All 15 retailers No, because as doctors prescribe product patient purposefully purchase on word of doctors.

9) Is composition best in market

All 15 retailers Definitely

Age group of patients

Per week

Vashi Kharghar Panvel Khandacolony0

10

20

30

40

50

60

70

45-7535-4525-35

This is age related disease that’s why from the age of 40 onwards patients are increasing.

Within our life span cartilage between bone decreases with increase in age.

So maximum consumers are from 40 age group onwards.

Under 25-35:- Heavy weight lifter i.e. gym going people, overweight peoples, athletes patients etc….

Under 35-45:- overweight peoples, starting reduction in cartilage between the bones.

Under 45-75:- loss of cartilage.

Cartilage: - It is the fluid between the bones which presence makes smooth functioning of bones in knee.

Do patients approach for Colla Cee GS

45%

65%

Number of patients purchase

YES NO

Approximately 20-40 per week in each Medical store.

40 age onwards maximum patients.

Chapter no 8

Result & Conclusion

Result

Demanded products in market

40%

25%

15%

20%

Market

Collafex

Colla Cee GS

Colla bond

Zedfit

Conclusion

Rigel the division of the Pharmed had brought innovative and

medically advanced product in market Colla Cee GS, whose

composition is effective in today’s orthopedic patients. The market

strategies adopted by its executives are bearing fruits and Rigel is first

company who launched Glucosamine sulphate which is pain relievers

with collagen peptide and Vita C which are supplements to increase

cartilage between the bones. Rigel tried to provide sure short plan for

Osteoarthritis patients those who are going for joint Knee surgery.

In short Colla Cee GS solves this disease only through medicine no

need of operation.

But this is not a thing for self contentment as the survey reveals that

in availability, less approaching to doctors, less distribution it places

behind some of the competitor’s viz. Collaflex of Aventis

pharmaceutical, Collabond RSM pharmaceuticals are older players in

OA market. Comparatively Colla Cee GS is new in market launched in

August 2012.

Though the company is trying to make image of concept selling brand

but lacking behind in network & approaching less Doctors.

Word “Colla” is also effective so that Doctors can remember that it is collagen peptide containing drug, specially for osteoarthritis patients.

Each and every company in this category of drug named with prefix “Colla”.

So the Prefix “Colla” also make the matter in Branding image of drug.

As Collaflex is of Aventis company its goodwill in market is very good.

Survey says that Collaflex is toughest competitor of CollaCee GS in market.

Chapter no 8

Suggestion

Suggestion

Suggestions from Medical stores:-

But as it is new combination in market please try to increase the availability in market.

Its packaging is also good than all other competitors. Reduce the price little bit because Collaflex is for 45Rs & Colla Cee GS is

for 63Rs. Reduce upto 55Rs. Best results to patients.

Bibliography

Internet source

www.google.com

pmt@pharmedrigel.in www.pharmedlimited.com