zydus cadila
DESCRIPTION
To study the availability of new launched drugs of Zydus Cadila Market Research was carried out in two cities of Gujarat- Ahmedabad and Rajkot- which gave an insight about the availability of newly launched products in medical stores. It also contains area wise availablity and leading brands.TRANSCRIPT
MARKET RESEARCH CONDUCTED ON NEW
LAUNCHED PRODUCTS OF ZYDUS CADILA
Project Manager: Mrs. Babita Goyal
(Strategic Marketing Cell)
Survey conducted, analysed and presented by
Jay Nirmal
INTRODUCTION
Indian pharmaceutical market reached US$ 21.72 billion ( as of June 2011).
It is growing at the rate of 8-9% annually.
Thousands of new products are launched each year.
Zydus Cadila has come up with many new products in recent past.
RESEARCH OBJECTIVE
To check out the availability of new launched products of
Zydus Cadila
RESEARCH METHODOLOGY Type of Research Design:
Descriptive research
Sample Design: Probability sampling
Stratified Random sampling
Sampling Frame: Medical store
Sample Size: 175
Data Collection: Primary data is collected through Schedules
MOLECULES BRANDS
Lacosamide Lacasa
Sodium Valproate Epima Chrono
Telmisartan Inditel, Inditel AM
Metoprolol Sustamet, Sustamet AM
Rosuvastatin Zyrova, Zyrova F
Selling
Total selling of Lacosamide molecule= 2795 Tablets
Total selling of Lacasa= 0
% selling= 0%
Selling
Total selling of Lacosamide molecule= Not found
Total selling of Lacasa= Not found
% selling= --
AHMEDABAD RAJKOT
LACOSAMIDESODIUM
VALPROATETELMISARTAN METOPROLOL ROSUVASTATIN
Availability
No. of medical stores having Lacosamide molecule = 13
No. of medical stores having Lacasa brand= 0
% availability= 0%
Availability
No. of medical stores having Lacosamide molecule = 4
No. of medical stores having Lacasa brand= 1
% availability= 25%
AHMEDABAD RAJKOT
LACOSAMIDESODIUM
VALPROATETELMISARTAN METOPROLOL ROSUVASTATIN
Known
No. of medical stores not having Lacasa= 13
No. of medical store that did not knew about this brand= 12
% unknown= 92.30%
Known
No. of medical stores not having Lacasa= 3
No. of medical store that did not knew about this brand= 3
% unknown= 100%
AHMEDABAD RAJKOT
LACOSAMIDESODIUM
VALPROATETELMISARTAN METOPROLOL ROSUVASTATIN
Highest selling brands
Highest selling brands
AHMEDABAD RAJKOT
Laco
sam
Laco
set
0
2
4
6
8
10
12
14
Preffered
Laco
set
Laco
sam
Chond
ro0
0.5
1
1.5
2
2.5
Preffered
LACOSAMIDESODIUM
VALPROATETELMISARTAN METOPROLOL ROSUVASTATIN
Selling
Total selling of Sodium Valproate molecule= 43240 Tablets
Total selling of Epima Chrono= 55
% selling= 0.13%
Selling
Total selling of Sodium Valproate molecule= 15750 Tablets
Total selling of Epima Chrono= 1050
%selling= 6.67%
AHMEDABAD RAJKOT
LACOSAMIDESODIUM
VALPROATETELMISARTAN METOPROLOL ROSUVASTATIN
Availability
No. of medical stores having Sodium Valproate molecule = 94
No. of medical stores having EpimaChrono brand= 8
% availability= 8.51%
Availability
No. of medical stores having Sodium Valproate molecule = 68
No. of medical stores having EpimaChrono brand= 10
% availability= 14.71%
AHMEDABAD RAJKOT
LACOSAMIDESODIUM
VALPROATETELMISARTAN METOPROLOL ROSUVASTATIN
Known
No. of medical stores not having Epima Chrono= 86
No. of medical store that did not knew about this brand= 68
% unknown= 79.07%
Known
No. of medical stores not having Epima Chrono= 58
No. of medical store that did not knew about this brand= 42
% unknown= 72.41%
AHMEDABAD RAJKOT
LACOSAMIDESODIUM
VALPROATETELMISARTAN METOPROLOL ROSUVASTATIN
AHMEDABAD RAJKOT
Highest selling brands
Highest selling brands
Valp
arin
Ench
orat
e
Torv
ate
Diva
0
20
40
60
80
100
Preffered
Valp
arin
Valp
rol
Valp
rosin
0
10
20
30
40
50
60
Preferred
LACOSAMIDESODIUM
VALPROATETELMISARTAN METOPROLOL ROSUVASTATIN
Selling
Total selling of Telmisartan molecule= 33890 tabs
Total selling of Inditel= 2900 tabs
Total selling of Inditel AM= 2340 tabs
Combined selling= 5240 tabs
% selling= 15.46%
Selling
Total selling of Telmisartan molecule= 18000 tabs
Total selling of Inditel= 3075 tabs
Total selling of Inditel AM= 1790 tabs
Combined selling= 4865 tabs
% selling= 27.03%
AHMEDABAD RAJKOT
LACOSAMIDESODIUM
VALPROATETELMISARTAN METOPROLOL ROSUVASTATIN
Availability
No. of medical stores having Telmisartan molecule = 97
No. of medical stores having Inditel brand= 60
% availability= 70.27%
No. of medical stores having Inditel AM brand= 58
% availability= 61.85%
Availability
No. of medical stores having Telmisartan molecule = 67
No. of medical stores having Inditel brand= 38
% availability= 72.41%
No. of medical stores having Inditel AM brand= 32
% availability= 60%
AHMEDABAD RAJKOT
LACOSAMIDESODIUM
VALPROATETELMISARTAN METOPROLOL ROSUVASTATIN
Known
No. of medical stores not having Inditel= 37
No. of medical store that did not knew about this brand= 26
% unknown= 70.27%
Known
No. of medical stores not having Inditel= 29
No. of medical store that did not knew about this brand= 21
% unknown= 72.41%
AHMEDABAD RAJKOT
LACOSAMIDESODIUM
VALPROATETELMISARTAN METOPROLOL ROSUVASTATIN
Combination
Combination sold
(Out of 97)
-H -AM
No. of medical stores
69 57
% of medical stores
71.13 58.76
AHMEDABAD RAJKOT
Combination
Combination
sold (Out of
67)
-H -AM Others
No. of medic
al stores
19 8 3
% of medic
al stores
28.36 11.94 4.48
LACOSAMIDESODIUM
VALPROATETELMISARTAN METOPROLOL ROSUVASTATIN
Highest selling brands
AHMEDABAD RAJKOT
Highest selling brands
Telm
a
Telsar
tan
Telm
ikin
d
Tazloc
Other
s0
20
40
60
80
100
Pref...
Telsar
Telsar
tan
Tazloc
Telis
ta
Other
s05
101520253035
Pref...
LACOSAMIDESODIUM
VALPROATETELMISARTAN METOPROLOL ROSUVASTATIN
Selling
Total selling of Metoprolol molecule= 44665 tabs
Total selling of Sustamet= 1335 tabs
Total selling of Sustamet AM= 845 tabs
Combined selling= 2180 tabs
% selling= 4.88%
Selling
Total selling of Metoprolol molecule= 13525 tabs
Total selling of Sustamet= 810 tabs
Total selling of Sustamet AM= 30 tabs
Combined selling= 840 tabs
% selling= 6.21%
AHMEDABAD RAJKOT
LACOSAMIDESODIUM
VALPROATETELMISARTAN METOPROLOL ROSUVASTATIN
Availability
No. of medical stores having Metoprolol molecule = 92
No. of medical stores having Sustamet brand= 34
% availability= 36.96%
No. of medical stores having Sustamet AM brand= 29
% availability= 31.53%
Availability
No. of medical stores having Metoprolol molecule = 68
No. of medical stores having Sustamet brand= 12
% availability= %
No. of medical stores having Sustamet AM brand= 9
% availability= 66.67%
AHMEDABAD RAJKOT
LACOSAMIDESODIUM
VALPROATETELMISARTAN METOPROLOL ROSUVASTATIN
Known
No. of medical stores not having Sustamet= 58
No. of medical store that did not knew about this brand= 44
% unknown= 75.86%
Known
No. of medical stores not having Sustamet= 56
No. of medical store that did not knew about this brand= 35
% unknown= 62.5%
AHMEDABAD RAJKOT
LACOSAMIDESODIUM
VALPROATETELMISARTAN METOPROLOL ROSUVASTATIN
Combination sold Combination sold
AHMEDABAD RAJKOT
Combination sold (Out
of 92)-AM
No. of medical stores
40
% of medical stores 43.48
Combination sold (Out
of 68)-AM
No. of medical stores
3
% of medical stores 4.11
LACOSAMIDESODIUM
VALPROATETELMISARTAN METOPROLOL ROSUVASTATIN
Highest selling brands
Highest selling brands
AHMEDABAD RAJKOT
Met
olar
Met
pure
Met
XL
Supe
rmet
Other
s0
10
20
30
40
50
Pref-fered
Met
olar
Met
ocar
d
Seok
en
Prol
omet
Other
s0
10
20
30
40
Pref-fered
LACOSAMIDESODIUM
VALPROATETELMISARTAN METOPROLOL ROSUVASTATIN
Selling
Total selling of Rosuvastatin molecule= 25325 tabs
Total selling of Zyrova= 490 tabs
Total selling of Zyrova F= 25 tabs
Combined selling= 515 tabs
% selling= 2.03%
Selling
Total selling of Rosuvastatin molecule= 13525 tabs
Total selling of Zyrova= 810 tabs
Total selling of Zyrova F= 30 tabs
Combined selling= 840 tabs
% selling= 6.21%
AHMEDABAD RAJKOT
LACOSAMIDESODIUM
VALPROATETELMISARTAN METOPROLOL
ROSUVA-STATIN
Availability
No. of medical stores having Rosuvastatin molecule = 90
No. of medical stores having Zyrova brand= 15
% availability= 16.67%
No. of medical stores having Zyrova F brand= 10
% availability= 11.11%
Availability
No. of medical stores having Rosuvastatin molecule = 90
No. of medical stores having Zyrova brand= 15
% availability= 29.41%
No. of medical stores having Zyrova F brand= 7
% availability= 13.72%
AHMEDABAD RAJKOT
LACOSAMIDESODIUM
VALPROATETELMISARTAN METOPROLOL
ROSUVA-STATIN
Known
No. of medical stores not having Zyrova= 75
No. of medical store that did not knew about this brand= 59
% unknown= 78.66%
Known
No. of medical stores not having Zyrova= 36
No. of medical store that did not knew about this brand= 32
% unknown= 88.89%
AHMEDABAD RAJKOT
LACOSAMIDESODIUM
VALPROATETELMISARTAN METOPROLOL
ROSUVA-STATIN
Combination sold Combination sold
AHMEDABAD RAJKOT
Combination sold (Out
of 90)-F
No. of medical stores
30
% of medical stores 33.33
Combination sold (Out
of 51)-F
No. of medical stores
2
% of medical stores 3.92
LACOSAMIDESODIUM
VALPROATETELMISARTAN METOPROLOL
ROSUVA-STATIN
Highest selling brands
Highest selling brands
AHMEDABAD RAJKOT
01020304050607080
Pref-fered
0
5
10
15
20
25
30
35
Pref-fered
LACOSAMIDESODIUM
VALPROATETELMISARTAN METOPROLOL
ROSUVA-STATIN
FACTOR AFFECTING AVAILABILITY OF DRUGS IN MEDICAL STORES
Preference of Doctor
Visits of MR
Affiliated to Physicians/ Hospitals
Central Location
AHMEDABADFor Zydus Cadila
Preference of Doctor Doctors don’t prescribe much
Stockist availability Available
Pricing Almost parallel, Not a matter of concern as long as doctors prescribe
SchemesOnly if purchased in bulk, Not a
matter of concern as long as doctors prescribe
Side effect/ Drug interaction Not aware
Visits of MR Not regular, in large medical stores and stores affiliated to hospitals
RAJKOTFor Zydus Cadila
Preference of Doctor Doctors don’t prescribe much
Stockist availability Available
Pricing Almost parallel, Not a matter of concern as long as doctors prescribe
Schemes Only if purchased in bulk
Side effect/ Drug interaction Unaware, Not a factor
Visits of MR Not regular, in large stores, no push for some brands
FEEDBACK FROM MEDICAL STORE OWNERS
Better brands available in market Running and set brands already available, no
space for new products Infrequent or less visits of MR even though a
particular brand sells or is at least kept in the medical store
MRs not much interested in selling Push for brands in major medical stores only,
in major locations Brands still not popular, most medical owners
haven't even heard the names Little trust on Zydus Cadila products
SUGGESTIONS FOR AVAILABILITY IN AHMEDABAD
Lacasa Reaching out to particular hospitals and MR visits to
medical stores affiliated with these hospitals can help enhance availability
Epima Chrono Explaining Doctors for its pharmacological
superiority can help
Inditel Utility branding for this molecule Marketing Hydrothiazide combination may enhance
the sell.
Sustamet Marketing the molecule to major physicians
and smaller hospitals and then gradually to larger hospitals.
Zyrova More MR interaction with the Medical store
owners and regular visit to Doctors can help.
SUGGESTIONS FOR AVAILABILITY IN RAJKOT
Lacasa Not much market deveolped for Lacosamide, an
early call for its marketing may help capture the pie.
Epima Chrono Explaining Doctors for its pharmacological
superiority can help.
Inditel Utility branding for this molecule Marketing Hydrothiazide combination may enhance
the sell.
Sustamet More MR interaction with the Medical store
owners and regular visit to Doctors can help.
Zyrova More MR interaction with the Medical store
owners and regular visit to Doctors can help.
CONCLUSION
As seen from the survey conducted, availability of drugs are heavily dependent on prescription of doctors, MR follow ups and to what extent the brands are known by medical store owners.
Working on these three factors will help in achieving the objective.
Any Questions???