SUBMITTED TO:- MR. AJAY PATOLE

PRESENTED BY:- ASHISH RAHATE (8NBNG169)

PRESENTATION ON INTERIM EVALUATION OF

MANAGEMENT THESIS

A

Thesis on

“TO STUDY PROMOTIONAL STRATEGY ADOPTED BY

RANBAXY LABORATORIES LTD RELATED TO RANITIDINE-150mg (Antiulcerant) IN NAGPUR CITY”

INTRODUCTION

OBJECTIVES:-To study the overview of Indian Pharmaceutical

Market. To study the culture of Ranbaxy Lab.  To find out the promotional strategies used by

Ranbaxy with respect to ‘Histac’ tab. To find out various promotional strategies used by

Ranbaxy to acquire market share in Nagpur city.To study the competitors of ‘Histac ’ in pharma

market. To study the perceptions of Doctors on sales of

‘Histac’

LIMITATIONS:-

The scope of study is limited to Nagpur City only. 

There may be discrepancies in the actual data and the recorded data due to misinterpretations.

Topic is vast but availability of information and timeline is short. 

Unable to meet the decision maker of the organization.

 

SALES PROMOTION

Definition:- Sales promotion can be defined as an activity

taken up to boost the sales of a product.

Purpose of Sales promotion:-Encourage the customers to try a new product.Attract new customers Encourage the customers to use the product

or service and make them brand loyal. 

INDUSTRY PROFILE

The Indian Pharmaceutical Industry today is in the front rank of India’s science-based industries .

The Indian Pharma Industry is estimated to be worth $ 4.5 billion, growing at about 8 to 9 percent annually.

The Indian Pharmaceutical sector is highly fragmented with more than 20,000 registered units

Several Indian pharmaceutical companies have acquired companies in the US and Europe and many others .

COMPANY PROFILE

Ranbaxy Laboratories Limited, India's largest pharmaceutical company

Ranked 8th amongst the global generic pharmaceutical companies

The Company has a global footprint in 49 countries, world-class manufacturing facilities in 11 countries and serves customers in over 125 countries.

For the year 2008, the Company recorded Global Sales of US $ 1,682 Mn,

R&D has a pool of over 1,200 scientists engaged in research.

STRENGTHS WEAKNESS

Low cost of production.

Efficient technologies for large number of Generics.

Large pool of skilled technical manpower.

Low technology level of Capital Goods of this section.

Very low key R&D.

Very low level of Biotechnology for New Drug Discovery Systems

SWOT ANALYSIS

OPPORTUNITY THREATS

Growing attention for health.

New therapy approaches.

Globalization

Growing incomes.

New diagnoses and new social diseases.

High Cost of discovering new products and fewer discoveries.

Stricter registration procedures.

High entry cost in newer markets.

High cost of sales and marketing.

SWOT ANALYSIS cont…

MISSION & VISION STATEMENT OF RANBAXY LAB.

MISSION:-

“To become a research based international pharmaceutical company”.

VISION:-

Achieving customer satisfaction is fundamental to our business.  Provide product and service of the highest quality.

Manage our operation with high concern for strategy and environment.

  Be a responsible corporate citizen.

RANITIDINE-150mg

Ranitidine-150 mg is commonly used in treatment of Peptic Ulcer Disease (PUD) and Gastro Esophageal Reflux Disease (GERD).

HISTAC:- ‘HISTAC’ is a product name of Ranbaxy

Brand which is made up from ‘Ranitidine-150mg’ molecule

COMPETITORS OF ‘HISTAC’ tab.

PRODUCT NAME COMPANY

ZINETAC GSK

ULTAC CIPLA

ULFAST SUN PHARMA

RANATAC J.B.CHEMECALS

ZORAN DR. REDDY

THANK YOU…..