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

INDEX Chapter. No. 1. 2. 3. 4. 5. 6. 7. 8. 9.

TOPIC
Aim & Objective of the study Hypothesis of the study Scope & Limitation of the study Review Literature Research Methodology Company Profile & Product Information Finding & Analysis Result & Conclusion Suggestion Biblography

Page no.

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 features 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 replys 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
Colla Cee Colla Cee GS

Ortho/Phy
Prevent progression of OA 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 inDec12. 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 patients Knee

Osteoarthritis patients 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 1 2 3 4 5 6 7 8 Dr. Pramod Bhor Dr. Anil Kumar Aggarwal Dr. Jayant Sarkar Dr. Hitesh Kubadia Dr. Ashish Phadnis Dr. Dharmaraj Yadav Dr. Subash.Dhiware Dr Kaustubh Keskar No of patients 30-35 20-25 20-25 15-25 14-20 20-30 60-70 20-25

9 10

Dr.Nirmal Nete Dr. Mahesh Mahshveri

40-50 40-70

Prescription per week

40-70

30-35 20-25 20-25 15-25

Dr. Pramod Bhor Dr. Anil Kumar Aggarwal Dr. Jayant Sarkar Dr. Hitesh Kubadia Dr. Ashish Phadnis Dr. Dharmaraj Yadav Dr. Subash.Dhiware Dr Kaustubh Keskar

40-50 20-25 60-70

14-20 20-30

Dr.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.

40% 60%
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 1 2 3 4 5 6 7 8 9 10 Doctors Dr. Pramod Bhor Dr. Anil Kumar Aggarwal Dr. Jayant Sarkar Dr. Hitesh Kubadia Dr. Ashish Phadnis Dr. Dharmaraj Yadav Dr. Subash.Dhiware Dr Kaustubh Keskar Dr.Nirmal Nete Dr. Mahesh Mahshveri Replies Not of much help. Good combination. Try out. For good results Ill write. Good prevention for OA. Good combination. Excellent results are getting. Good precaution for OA. Result oriented. 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 1 2 3 4 5 6 7 8 9 10 Dr. Pramod Bhor Dr. Anil Kumar Aggarwal Dr. Jayant Sarkar Dr. Hitesh Kubadia Dr. Ashish Phadnis Dr. Dharmaraj Yadav Dr. Subash.Dhiware Dr Kaustubh Keskar Dr.Nirmal Nete Dr. Mahesh Mahshveri Reasons Palatable Palatable Palatable Palatable Palatable Good combination. 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 1 2 3 4 5 6 7 8 9 10 Dr. Pramod Bhor Dr. Anil Kumar Aggarwal Dr. Jayant Sarkar Dr. Hitesh Kubadia Dr. Ashish Phadnis Dr. Dharmaraj Yadav Dr. Subash.Dhiware Dr Kaustubh Keskar Dr.Nirmal Nete Dr. Mahesh Mahshveri YES/NO Yes Yes Yes Yes Yes Yes Yes Yes Yes

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

Sr. no Doctors 1 2 3 4 5 6 7 8 9 10 Dr. Pramod Bhor Dr. Anil Kumar Aggarwal Dr. Jayant Sarkar Dr. Hitesh Kubadia Dr. Ashish Phadnis Dr. Dharmaraj Yadav Dr. Subash.Dhiware Dr. Kaustubh Keskar Dr.Nirmal Nete Dr. Mahesh Mahshveri Rating 2-5 2-5 3-5 3-5 4 3-4 4 3-4-5

Retailer Medicals Feedback Report 1) Patients of OA are

increasing day by day. All 15 retailers All 15 retailers YES 40 onwards maximum patients. Approximately 20-40 per week in each Medical store. Collaflex product of Aventis YES

2) Age group of patients.

3) Number patients per week. All 15 retailers 4)Demanded product in

market All 15 retailers 7 retailers

5) Do patients approach for

Colla Cee GS?

6) Best selling product? 7) Are patients coming again

for Colla Cee GS?

All 15 retailers 7 retailers All 15 retailers

Collaflex product of Aventis YES, remaining retailers says NO No, because as doctors prescribe product patient purposefully purchase on word of doctors. Definitely

8)Price effects

9) Is composition best in
market

All 15 retailers

Age group of patients Per week

70 60 50 40 30 20 10 0 Vashi Kharghar Panvel Khandacolony

45-75 35-45 25-35

This is age related disease thats 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 Number of patients purchase

45% 65%
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

Market

20% 15% 25%

40%

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 todays 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 competitors 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