haematinics-market research

8/9/2019 haematinics-market research

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ANALYSIS OF MARKETANALYSIS OF MARKETTRENDS OFTRENDS OF

HAEMATINICS INHAEMATINICS IN

KANPURKANPUR

Prepared by-

Jitendra singh Bundela,

PGDPM(2009-11),

Institute of Health Management Research,Jaipur(Raj.)


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Objectives of the study

To study sales and availability of differenthaematinic brands in Kanpur withspecial reference to Hepatoglobine

and Dexorange. To study prescription trends of

haematinics on the basis of variousparameters.

To study marketing strategy adopted bymankind pharma.


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Research plan

Data sources.

Primary data collected through survey.

Research approach.

Descriptive survey research. Research instruments

Questionnaire.

Blend of Open ended and closed endedmultiple choice questions


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Sampling plan

Sampling method

Simple random & cluster sampling.

Contact method

Personal interview

Informal chat.


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Areawise distribution

S.no. Area No.of doctors No.of retailers1. Lal bangla, harjinder nagar. 04 08

2. Cantt. area 09 13

3. Baraa bypass 14 18

4. Swaroop nagar area 13 16

5. Parade and bada chouraha 16 20

6. Gumti area 15 12

7. Kidwai nagar 15 208. Rawatpur area 03 18

9. Birhana road 00 07

10. Mall road 00 05

11. Zareeb chowki,p.road 11 13


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Sampling plan for doctorssurvey Sample unit

Doctors of various specialities,preferablyGynaecologists and General

Physicians. Sample size

100 doctors from different areas of the

city. Sampling procedure

Probablity sampling.


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Specialitywisebreak-up ofdoctors surveyed


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Important factors forprescribing

S. no. Parameter No. of RespondingDoctors

1 Safety & Effectiveness 41

2 Composition and Iron Content 29

3 Company & Brand 17

4 Cost 14

5 Availability 09


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n ca ons or w c a oc orprescribe

haematinics. Iron deficiency & microcytic anaemia.

During and after pregnancy.

Hemorrhage in females.

Weakness.

C di i f ibi


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Conditions for prescribingHaematinics (for cases other than

Anaemia)


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Preferred form


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Sampling plan for Chemistsurvey

Sample unit

Chemist shops located in differentpotential areas of the city.

Sample size 150 retailers from key areas of city.

Sampling procedure

Probablity sampling.


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Leading brands

Dexorange and hepatoglobine are theleading brands.

Areawise different brands come on thethird place.

Those brands are hemfer,RBtone andhaemup.


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(other than hepatoglobine and

dexorange)


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Per week sales of Dexorange

k l f l bi


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Per week Sales of Hepatoglobine


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Comparison of sales and availability(approximate figures)


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Key findings

Liquid form of haematinics are mainly prescribedby gynaecologists. Safety and efficacy are the most important

parameters for drug selection.

Availability of dexorange and hepatoglobine areequal. In terms of overall sales dexorange is getting a

bit higher sales.

Hemfer is getting significant sales. Doctors prescribe haematinic for general

weakness also.


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Suggestions

We should increase frequency of visits todoctors(specially gynecologists & GPs) andretailers by our Medical Representative .

We should start a brief reporting to subordinate

officer by Medical Representative through smsdaily.

We should stick posters, providing information onanaemia, in retail shops and doctors clinic.

We should organize an anaemia awareness andfree check up campaign for women of age groupbetween 20 to 30 yrs.(specially pregnantwomen's)


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Study on Mankind pharma

Key factor for success.

Aggressive marketing efforts.

Niche marketing pocket friendly pricing

(e.g. - Its antibiotic Moxikind CV sells for Rs 11 per strip against GSK

and Ranbaxys brands priced at Rs 40.)

Updated list and effective categorization of

doctors.

L di b d


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Leading brands(No. 1 products as per ORG IMS.)

ZEROFAT CAP. NOBEL GEL MAHACEF DRY SYRUP

ZENFLOX-NT TAB NUROKIND PLUS CAP. VOMIKIND INJECTION MOXIKIND-CV TAB.

CEFAKIND TAB. MANFORCE-50 TAB. BANDY PLUS TAB

Th d l d f h


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The strategy developed for thedoctors

Conduction survey. Checking the potentiality of the doctors. Positioning of the product. Detailing of the products to the doctors.

Sampling Regular follow-ups Providing the informative literature. Oragansing Health check-up camps. Categorizing Doctor according to the prescription

value. Giving brand recall Gifts as token of gesture. Sponsorships.


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The strategy developed for theretailers

Giving Discount on purchase.

Giving additional offers on purchase.

Giving gifts on purchase.

Facility of expiry reimbursement.

Poster and window display.


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Thank You

haematinics-market research

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