Summer Project Report

Acknowledgement

I take immense pleasure in presenting my gratitude towards Mr. Umesh Trivedi,

owner of Nulife Pharmaceuticals for giving me an opportunity to work with their

prestigious organisation.

I am greatful and thankful to my guide and mentor Mr. Avinash Salunkhe for his

continuous guidance and advice, without whose support I wouldn't have been able to

complete this project and learn so well. He guided me with the steps and procedures

to conduct the survey and corrected me for my mistakes.

I extend my heart felt thanks to my college director, Dr.Thomas Mathew for his

support and also I would like to thank one of the most important person who guided

me throughout this project, my college guide Prof. Simmi Prasad. I thank her for her

continuous guidance and mentoring regarding the progress and development of my

project.

I thank all those chemists and doctors who gave their valuable time for my survey and

provided me with valuable and correct information.

Lastly I would like to thank my family members and my friends for their support and

valuable suggestions during the course of the project.

Gor Rachit Vijay

Study on antihistamine/ Rachit V Gor

Table of Contents

Sr. No Content Page No.

1 Executive Summary 3

2 List of Charts 4

3 List of Figures 5

4 Company profile 6

5 Department profile 7

6 Project Introduction 8

7 Need for Study 10

8 Objectives 11

9 Research Methodology 12

10 Data Collection and Research design 13

11 Analysis of Data and Result 17

12 Findings and Interpretation 22

13 Recommendations and Conclusion 24

14 Implementation and Future Scope 28

15 References 29


EXECUTIVE SUMMARY

Histamines are the natural amines that are produced in the body and their action

causes inflammation, itching and allergic sensations and so antihistamines play an

important role in preventing this allergic actions and give relief. But some

antihistamines show sedation as side effects and so it is required to introduce a

product in the market with lesser side effects and better results. Also, the market for

antihistamine is too large, with 3generations of drugs in the market and number of

brands, it is very important to study the trend in the market and to create a unique and

different brand in the market.

Thus, it is vey important to understand the drug in detail along with its market share

and the preferability of particular drug in different medical indications. So, project

focuses on collecting secondary data regarding the side effects, indications and the

mechanism of actions of different antihistaminic drugs in the market. Also, the brands

that are available in the Mumbai market and sold largely are studied via secondary as

well as primary research.

The reasons were identified for a particular existing brand to be sold in the market

more than other brands by primary research of doctors and chemists in the Mumbai

region. Suggestions and recommendations were provided for the improvement in the

existing brand and suggestions were provided for the launch of a new brand in the

market.

Thus the main aim of the project was to study the drug and give suggestions for the

introduction of a new brand of antihistamine in the market.


List of Charts:

Sr no. Content Pg no

1 Chemist survey Reasons 17

2 Chemist survey Drug Cetrizine 17

3 Chemist Survey Drug Levocetrizine 18

4 Chemist Survey Drug Fexofenadine 18

5 Chemist survey Drug Ketotifen 18

6 Doctor’s survey Reasons 19

7 Doctor’s Survey Indications 19

8 Doctor’s survey Drug Cetrizine 20

9 Doctor’s survey Drug Levocetrizine 20

10 Doctor’s survey Drug Fexofenadine 21

11 Doctor’s Survey Drug Ketotifen 21


List of Figures:

Sr No. Content Pg No.

1 Antihistamine reaction: an overview 9


Company Profile:

Nulife Pharmaceuticals Ltd:

As said that service to mankind is service to God. Having this phenomenon in mind

and with an intention to help people fight with the various diseases, Mr. Jayantilal

Trivedi established "Nulife pharmaceuticals" in 1973.

The company's Vision is

Emerge as quality producer, visible, competitive and committed member of

global healthcare industry.

Be seen and felt as ethical organization

Organization devoted and committed to customer service, customer

satisfaction and social responsibility.

Emerge as one of the benchmarked companies in healthcare industry.

Nulife's three tier quality management system assures consistent quality products and

has been proud winner of Rajiv Gandhi Quality Excellence Award for three

consecutive years.

At present Nulife has product line focusing on

Dermatology

E.N.T

Ophthalmology

Pediatrics

It also has ayurvedic preparation using the natural products that could help to heal the

ailments of the people.

Expansion is the need of the hour and so is Nulife pharmaceutical taking various

major steps to increase its product line.


Department: Marketing Dept.

Under the Guidance of Mr. Umesh Trivedi, The owner and son of Late. J. A. Trivedi,

the management of Nulife is taking the company on the path of progress. Marketing

department of the company plays a major role in the overall development and

extension of the product line and introducing new products in the market. PMT group

of company is enthusiastic and creative finding new ways and methods of marketing

the product. The new strategies planned for the betterment of the sales of the products,

the designing of the products and the promotional strategies are worked on for the

development of the company.

Under the guidance of Mr. Avinash Salunkhe the company is on the path of progress

with zeal and hard work.


INTRODUCTION:

A histamine antagonist, commonly referred to as antihistamine, is a pharmaceutical

drug that inhibits action of histamine by blocking it from attaching to histamine

receptors. Thus, there are blockers for each histamine receptors. H1 antihistamines are

used to treat symptoms of allergy, such as runny nose and watery eyes.

Classification:

Antihistamines / Histamine antagonists

H1 antagonists H2 antagonists H3 antagonists H4antagonists

1st 2nd 3rdGenera Genera Generation tion tion

H1 Antagonist:

In common use, the term antihistamine refers only to H1 antagonists, also known as

H1 antihistamines. It has been discovered that these H1-antihistamines are

actually inverse agonists at the histamine H1-receptor, rather than antagonists that

means they bind to the receptors similar to histamine and show inverse actions.

Clinically, H1 antagonists are used to treat allergic reactions. Sedation is a common

side effect, and some H1 antagonists, such as diphenhydramine and doxylamine, are

also used to treat insomnia. However, second generations antihistamines do not cross

the blood brain barrier, and as such do not cause drowsiness.

Mechanism:

When a person with allergic infection breathes in an allergen such as pollen or dust,

the body releases chemicals, including histamine. Allergens are the elements that a


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

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

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

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

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

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

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

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

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

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

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

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

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

person is allergic to. This causes allergy symptoms such as itching, swelling, and

mucus production.

In other words, when an allergen enters the body, antibody IgE that is attached to the

mast cells in the body releases histamine from the mast cells into the human body.

Histamine acts as inflammatory mediator and causes inflammation or we say

swelling, itching sensation.

As seen in the figure the release of histamine and other chemicals cause allergic

reactions and thus, by blocking the histamine receptors antihistamines heal the

allergic reactions.


Need For Study:

H1 antihistamines are used to treat symptoms of allergy, such as runny nose and

watery eyes. Allergies are caused by a body's excessive type I

hypersensitivity response to allergens, such as pollen.

Thus, antihistamines are the drugs that prevent from allergic reactions, can be used for

itching and swelling or inflammatory reactions in the body. But the H1 antagonists

used for allergic reactions have a common side effect of drowsiness and sedation. So,

introduction of new generation of drugs that have lesser sedation is the need of the

people and we need to study the new generation antihistamine that can be used to treat

allergy with lesser sedation. The market for H1 antihistamine is too large, with

3generations of drugs in the market and number of brands, it is very important to

study the trend in the market and to create a unique and different brand in the market.

Without proper study it is not possible to introduce a brand in the market as there are

many competitors for the brand. As most of the antihistamines are non prescription

and generic products, they have a huge market with many competitors, so it is very

important to study the market trend and the users of the product. Even though the end

users the customers or patients the mediators that means the doctors and the chemists

play a major role. So, it is very important to study the psychology of these mediators,

what is their requirement from a brand.

Mumbai, being a huge market with many people and many doctors, it is very much

required to study the trend that could help to introduce the new product and study the

product in detail. So there is need for the study of these antihistamines in Mumbai

region which has a large market segment.

Hence, there is a need to conduct a market survey on the antihistaminic Drugs in the

Mumbai market. Hence, the project was conducted.


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

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

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

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

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

Objectives:

To understand the concept of Antihistaminic drugs and its mechanism of

action in the body.

To conduct a survey about the various generic and branded products of

antihistamines available in the market.

To conduct a survey regarding the drugs or the brands those are preferred by

the chemists in the Mumbai region.

To conduct a survey to study the brands of the antihistamine drugs those are

preferred by the doctors in the Mumbai region.

To study the reason why a particular brand is preferred

To collect ideas and suggestions that could help to improve the market of

antihistamine drugs.

To provide recommendations and suggestions for the introduction of new

product in the market.


RESEARCH METHODOLOGY

RESEARCH TYPE

EXPLORATORY

DESCRIPTIVE

EXPLORATORY RESEARCH

The primary objective of exploratory is to provide insight into and understanding of, the problem confronting the researcher.

Thus the exploratory research helped to identify the need to introduce a

new anti histamine drug in the market.

Thus, secondary helps to explore the conditions and to come out or

identify the problem.

DESCRIPTIVE RESEARCH

It helps to understand the problem in detail.

It gives the description of the problem and also the decription about

characteristics of the drug molecule.

Primary and secondary data is collected to describe the problem clearly and to

get proper results for the problem.

Thus descriptive type of research study is carried out

Thus, the combination of both, exploratory and descriptive research design helps to

identify the problem and find solution for the same.

Data Collection and Research Design:


Initially as per the objectives it was required to understand the concept of

antihistamines, so a secondary research was conducted and data was collected from

books and from the internet regarding the various antihistaminic molecules

discovered, their mode of action, etc. Also, the various side effects were studied and

the various pharmacological indications were studied.

Once I got acquainted with in general antihistaminic drugs, a short survey of

10chemists was carried out to understand which all are the brands that are available

for antihistamines in the market. This gave an idea about how vast is the product line

of antihistaminic drugs that are available in the market. It also gave an idea about the

packaging of the drug and also about the pricing of the brands that is available in the

market. This information was very valuable as it helped a lot in devising the

recommendations and suggestions.

Now as the basic knowledge was acquired about the antihistamine, now was the time

to understand the actual market. So, a survey was conducted of 65chemists in the

Mumbai region and information regarding the why a particular drug is preferred was

studied. Also, suggestions regarding the betterment in case of services or product, if

required were collected. The questionnaire was prepared and it is as follows;

Name of the Chemist/Medical Store:________________________________

Which is Top moving Antihistaminic Brands for each Drug?

Rate the Brand names from 1 to 4. '1' being the most sold, followed by '2' preferred

lesser compared to 1, followed by '3', and lastly '4' for least sold among the four.

Please mention the name of any other brand preferred in the market.

1. Cetrizine:

Alerid ( ) Cetariv ( ) Cetzine ( ) Cetrizet( )

If any other brand, please mention_________________________________

2. Levocetrizine

Levocet ( ) Levorid ( ) Ekon Xl( ) Glencet( )

If any other brand, please mention__________________________________

3. Fexofenadine:

Allegra ( ) Fexigra ( ) Allegix( ) Altiva ( )

If any other brand, please mention__________________________________


4. Ketotifen

Ketasma ( ) Asthafen ( ) Tritofen ( ) Zerosma ( )

If any other drug brand which is fast moving?

DRUG BRAND

_____________________ _________________________

_____________________ __________________________

_____________________ __________________________

Why do you prefer this Brand of drugs?

Doctor's prescribe it more

Chemist's offer/ Bonus offer

Better company service/ M. R visit

Other

If Other, What is the reason?

_____________________________________________________________________

_____________________________________________________________________

Please give some suggestions regarding the packaging/ Presentation of these

brands of antihistaminic Drugs to improve the brand value of that brand?

_____________________________________________________________________

_____________________________________________________________________

Thus, primary research design was used to collect the information from the chemists

and then it was reported appropriately.


As doctors play an important and vital role in the sale of any drug, it was very much

important to consider and understand the psychology of the doctors regarding the

antihistaminic drugs, Hence, a survey of 50doctors was conducted in the Mumbai

region regarding the antihistaminic drugs. Their views for a particular brand the

reason for its preference were studied. Also, in what indications are these drugs

prescribed was studied. Suggestions regarding improvement in the brand value of the

products, if any required was studied.

The questionnaire for the doctor's survey is a s follows;

Name of the Doctor : _________________________________________

Which is Top moving Antihistaminic Brands for each Drug?

Rate the Brand names from 1 to 4. '1' being the most prescribed/ dispensed, followed

by '2' preferred lesser compared to 1, followed by '3', and lastly '4' for least prescribed

among the four.

1. Cetrizine:

Alerid ( ) Cetariv ( ) Cetzine ( ) Cetrizet ( )

If any other brand, please mention___________________________________

2. Levocetrizine

Levocet ( ) Levorid ( ) Ekon XL ( ) Glencet ( )


3. Fexofenadine:

Allegra ( ) Fexigra ( ) Allegix( ) Altiva ( )


4. Ketotifen

Ketasma ( ) Asthafen ( ) Tritofen ( ) Zerosma ( )


In what indication do you prefer Antihistaminic medicine?

_____________________________________________________________________

If any other brand of Antihistamine which is most prescribed?

DRUG BRAND

_____________________ _________________________

_____________________ __________________________

Why do you prefer this Brand of antihistamine medicine?


M. R. Visit

Lesser Side Effects

Patient Psychology

Cost Effective

If Other, What is the reason?

__________________________________________________________________________________________________________________________________________

Please give suggestions, if any, regarding the packaging/ presentation of these brands of antihistaminic medicines to improve the brand value of that brand?__________________________________________________________________________________________________________________________________________


Analysis of Data and Results:

The data collected through the chemists survey was compiled and represented in the

form of pie charts and it is represented as follows;

The reason why a particular brand is preferred is represented as,

33%

15%23%

6%

23%

Percentage

Doctor's prescription

Chemist's offer/ Bonus Offer

Better Company Service/ MR visit

Good Result

Doctor's prescription and Offer

The following charts show the preference of particular brand of Drug,


0.5

3

5

0.51

Preference ofCetrizine

Cetariv Alerid

Cetzine Cetrizet

Other

8

1

1

Preference OfLevocetrizine

Levocet Levorid

Ekon XI Glencet

Other

0.5

8

0.20.3

1

Preference ofFexofenadine

Fexigra Allegra

Allegix Altiva

Other

7

1.5

1.5

Preference of Ketotifen

Ketasma Asthafen

Tritofen Zerosma

Other

Thus, the charts shown above give a brief idea about the preferences of the brands on

a 10 point scale as they are preferred by the chemists in the Mumbai region.


Now, the results shown from the Doctor’s survey are represented as follows,

The following chart represents the reasons why a particular brand is prescribed more

by the doctors, which is drawn from the doctor’s survey that was conducted;

19%

38%7%

3%

33%

Percentage

M R VisitLesser Side effect and better resultPatient PsychologyCost effectiveM R visit and effectiveness

The following chart gives an idea as to in what Indications mostly the antihistaminic

drugs are prescribed by the doctors;

70%

5%

15%10%

Indication

All Allergies

Bronchial Asthma

Allergic Rhinitis

Eye Allergies

Thus, the above chart tells us in detail about the diseases that can be diagnosed by the

use of the antihistamines in the market.


Now, the following charts show the preference of the brands prescribed by the doctors

for a particular drug molecule;

0.5

3

5.5

0.6000000000000010.4

Preference ofCetrizine

Cetariv

Alerid

Cetzine

Cetrizet

Other

7

1

0.5

1.5

Preference OfLevocetrizine

Levocet Levorid

Ekon XI Glencet

Other


1

8

0.5 0.5

Preference ofFexofenadine

Fexigra Allegra

Allegix Altiva

Other

7

0.2

1.5

1.3

Preference of Ketotifen

Ketasma Asthafen

Tritofen Zerosma

Other

Thus, the above charts display the preference of the doctors for the antihistaminic

brands on a 10 point scale. Thus, this information helps to understand the market

trend and combining the results and analyzing it properly we understand how can an

antihistaminic brand create an image in the market.


Findings and Interpretations:

Thus, it can be seen from the graphs that the main reason for doctor’s

prescribing particular brand of medicines is better result with lesser side

effects. Also, M.R visit plays a very important role in the doctors getting

acquantained with the drug and prescribing them.

Also, cost effectiveness is one of the reasons for prescribing a particular

brand. Patient psychology as to they get used to a particular brand plays

an important role.

So, this proves that services provided by the company should be

accompanied with the results shown by a particular brand of drug to

improve the brand value and create a strong and lasting image in the

minds of the doctors. So, to introduce a new brand in the market, we need

to promote it and create an image in the minds of the doctors so that they

can prescribe the drug. Also, in case of generic drugs the general

practitioners dispense those to the patients.

Now, in case of the chemist’s survey, it was seen that doctor’s

prescription played a very important role in the sale of antihistamines in

the market. Also, company services and the chemist offers play vital roles

in the sale of the drug. As seen that there are more antihistaminic drugs in

the non- prescription category as compared to those in the prescription

medicines category. So, the offers provided to the chemists and also the

services that the company provides to the chemist play a vital role in the

sale of such brands of drugs. Also, in case of some chemists better results

shown in the past for few patients are being considered as a reason for

dispensing medications to such patients. Like in one case a patient felt

better with cetzine, while other with alerid, even though both being

brands of cetrizine antihistaminic drugs.


Thus, it proves the very important role of the chemists in the sale of the

antihistamines.

Thus, it can be interpreted from the survey and the analysis that is carried

out on the results obtained from the survey that the market for

antihistamines is very huge with around 15- 20 H1 antihistaminic drugs

each having many different brands, and so sustain in such a market it is

very important to be competitive and to show the uniqueness of our

brand. Thus, the survey has helped to gather various points or may say

various areas where we are required to work on to be competitive and

emerge as a brand in the market.

Thus, we came to the suggestions and recommendations based on the

survey result.


Recommendations and Conclusions:

As observed in the survey there are many generic and branded products of cetrizine as

a drug, also levocetrizine has levocet as major brand, while in fexofendine Allegra is

the world famous brand.

So we need to introduce a new brand we can introduce in case of drug Levocetrizine

with better effects in blister packaging as it is comparatively cheaper source of

packaging. It can also be dispensed in bottles but the quantity should be more like

50tablets a bottle. The price should be fixed accordingly. The price should be near Rs.

20 as Glencet of Glenmark is sold at Rs.18.50. We would have a competitive edge in

case of this drug.

Also, Ketotifen which is used in eye allergies and marketed by novartis as Zaditor can

be introduced in the market as eye lotion, used in itching of eyes in the form of small

bottles. It must be available with a dispenser and so it must be priced in between Rs.

30 to Rs.50 based on the cost of production and marketing.

Also, azelastine which is used in the form of nasal spray for nasal allergies, we can

introduce cheaper but better quality of product in this drug category. We can price it

around Rs. 100 as we can see Sun pharma sells it at a price of Rs. 120.

Thus, new brands can be introduced in market in this particular drug category of

second as well as third generation of H1 antihistaminic as they show lesser sedation

and better effects. So levoctrizine, terfenadine, ketotifen are the drugs that should be

focused to introduce a new brand in the market.

Blister packaging is the most preferred for tablets and capsules as they are cheaper

and also none of the drug is light resistant so the efficiency won't be reduced.

Generic drugs can be dispensed in the package of 500 tablets or say 1000 tablets that

decreases the cost and which is preferred by the general practitioners in private as

well as government hospitals and dispensaries.

As, said "Economies of Scale", the more being produced the lesser be the cost of

production, so bulk packaging will help to sell the products at cheaper rate.


Also, combinations of drugs are required to be used that could overcome the side

effects that are produced by a particular group of antihistaminic drug.

The chemists should be provided with better company services so that they can sell

more of the generic products and the doctors to be offered better services so that they

can prescribe the particular brand and take more of bulk packing.

Thus, on the basis of the survey and the various results obtained 2 new products along

with the pricing, packaging was suggested to the company the two drugs being

Levocetrizine and ketotifen.

Drug: Levocetrizine:

Brand Name: NuLcet,

Slogan: Allergies and watery eyes and nose get nil as the null set (empty set)

Packaging: 5 mg tablets in blister packaging/ strip packing of,

10tablets - Rs. 14.00

20tablets - Rs. 21.00

Bulk packaging for 500tablets - Rs. 200.00

Bulk packaging for 1000tablets- Rs. 350.00

In the form of 30ml syrup- Rs. 20.00

Capsules 10tablets- Rs. 30.00

Promotion strategy:

We need to adopt push strategy as we need to push the brand in the market by mass

marketing. We need to meet general practitioners and provide them with bulk

packages of the brand.


We explain them the importance of being cheaper then the other brands and the only

available in the form of bulk packaging. Also do we provide them with incentives that

would motivate them to sell.

We can conduct health check in collaboration with a dispensary or a general

practitioner and thus promoting our brand in the market as antiallergic.

We need to also focus on chemists and provide them some offers that could instigate

them to keep and sell the brand initially.

Brand is required to be positioned in the minds of doctors and chemists as cheaper

brand that empties allergies and systems of cold from the body.

LOGO : Nulcet

Uses: Allergies, Running nose and eyes, itching skin

Thus, these are the suggestions provide to the company for the introduction of the

new brand named Nulcet that contains levocetrizine, which is a potent antihistaminic

drug that show broad aspect of growth in future.

The second drug that is recommended is ketotifen and the various issues or the

parameters that are studied for the drug are as follows,


DRUG: Ketotifen

Brand Name: Nukfen

Slogan: Soothing for eyes, harsh for allergies

That’s Nukfen potent antiallergic

Packaging: 10ml bottle- Rs.40

Marketing and Promotional strategies to be adopted:

The medicine is required to be introduced in the market with intensive and aggressive

marketing strategy, with gifts for the doctors motivating them to introduce in the

market.

Also, schemes should be provided to the chemist. ENT doctors can be focused on to

promote the brand, along with allowing them to undertake check ups where the brand

can be promoted.

Brand Logo: Nukfen

Implementation and Future Scope:


Considering the vast market of antihistamine and the margin or the area it provides to

expand, introducing a new brand in the market is required to be implemented in the

company policy.

So, considering the suggestions provided by the doctors and the chemists the new

brand could be a potential competitor in this competitive market of antihistaminic

drugs.

Thus, with around 15-20 drug molecules and many brands of this drugs,

antihistamines have a very good scope of enhancing in the market.

References:


Organic Medicinal and Pharmaceutical Chemistry by Block John, Beale John.

Clinical Pharmacology by Tripathi K.D.

www.google.com

www.wikipedia.com

Pharmacology by Satyanarayan

Web MD.com

Survey of 10 chemists

Survey of 65 chemists from Dahisar To Andheri

Survey of 502 doctors from Dahisar to Goregaon


http://www.wikipedia.com/

http://www.google.com/

Summer Project Report

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