DECLARATION

I hereby declare that the studies described in this report entitled PRODUCT PROMOTION SRTATEGY OF ONDANSETRON INJECTION (IV) were carried out by me in the Faculty of Pharmacy BBDNIIT,Lucknow under the guidance of Prof. (Dr.) Shailendra K .Saraf and Mrs. Mary Koshy. Further, this work has not been submitted in part or in full to obtained any other degree/ diploma.

Place: LUCKNOW Date:

VIPUL KUMAR JAISWAL B.PHARM 4TH YEAR BBDNIIT, LUCKNOW

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CERTIFICATE

This is certified that Mr. VIPUL KUMAR JAISWAL has satisfactory complete the project work entitled, PRODUCT PROMOTION SRTATEGY OFONDANSETRON INJECTION-iv. of the elective subject pharmaceutical marketing subject, as per GAUTAM BUDDH TECHNICAL UNIVERSITY, LUCKNOW, for B.PharmVIII Sem. in the academic year 2012-13.

Prof. (Dr.) Shailendra K. Saraf Director, Pharmacy B.B.D.N.I.I.T, Lucknow Date:-

Mrs. Mary Koshy Associate Professor, Pharmacy B.B.D.N.I.I.T, Lucknow

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ACKNOWLEDGEMENTS

This project report could not have been completed without the tremendous help provided to me by my teachers. Firstly, I would like to thank my Director (Dr.) Shailendra K. Saraf for his invaluable instructions and constructive comments. It was for his organizational skills that the whole project was so efficiently carried out. I am also grateful to my project guide Mrs. Mary Koshy for her help and support. I am thankful to all those known and unknown sources that helped me in completing such task. I express a word of thanks to my friends for their constant support, suggestions and encouragement during

preparation of this project. Finally, I thank God for giving me the loving siblings and affectionate parents, who blessed me with everything all throughout my life. My gratitude to them cannot be expressed in words. To them I owe my wonderful today and a dream filled tomorrow.

VIPUL KUMAR JAISWAL

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TABLE OF CONTENTS

Declaration Certificate Acknowledgement CHAPTER 1:Introduction CHAPTER 2:Marketing Strategies CHAPTER 3:Promotional Strategies CONCLUSION BIBLIOGRAPHY

1 2 3 5-10 11-12 13-22 23 24

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CHAPTER -1 INTRODUCTION

Objective
The objective to launch LONNETT (ONDANSETRON INJECTION) (IV) for better and effective treatment of Vomiting and Nausea.

Ondansetron
Ondansetron hydrochloride (HC1) as the dehydrate, the racemic form of ondansetron and a selective blocking agent of the serotonin 5-HT3 receptor type. The drug is mainly for the treatment and cure of the vomiting and nausea. It has the following structural formula: Ondansetron

Systematic (IUPAC) name: (RS)-9-methyl-3-[(2-methyl-1H-imidazol-1-yl)methyl]2,3-dihydro-1H-carbazol-4(9H)-one

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Chemical data:
Formula Mol. Mass C18H19N3O 293.4 g/mol

Pharmacokinetic data:
Bioavailability Protein binding Metabolism Hepatic (CYP3A4, CYP1A2, CYP2D6) Half-life Excretion 5.7 hours Renal ~60% 70%-76%

Pharmacodynamics
Ondansetron is a highly potent and selective antagonist at 5-HT3 receptors. Its anti-emetic actions were first revealed by its ability to antagonize retching and vomiting induced by chemotherapy and radiotherapy in animals and man. Subsequently, the availability of labelled 5-HT3 receptor ligands allowed identification of 5-HT3 receptors, located at highest densities in the area postrema, nucleus tractussolitarius (NTS), in other areas of the brain, and on afferent terminals of the vagus nerve. Postoperative nausea and vomiting may be caused by various factors: the anaesthetic, associated drugs, the surgical procedure, movement of the patient, sex, weight and pain. These factors mediate their effects via the higher brain circuits, the vestibular nuclei, the chemoreceptor trigger zone in the area postrema, or the upper gastrointestinal tract via the vagus nerve, influencing motor and visceral emetic outputs in the hind-brain. It is hypothesized that ondansetron
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blocks nausea and vomiting by 5-HT3 receptor antagonism at two specific sites: (i)

centrally, in the area postrema/NTS; and (ii) peripherally on vagus nerve terminals. The absence of other pharmacological effects of ondansetron ensures an absence of sideeffects.

Introduction of marketing
It can be defined as "the process by which companies create value for customers and build strong customer relationships, in order to capture value from customers in return".
The goal of marketing is to make the product or service widely known and recognized to the market, marketers must be creative in their marketing activities.

Importance of Marketing
Production and distribution depend largely on marketing. Many people think Marketing is a very important aspect in business since it contributes greatly to the success of that sales and marketing are basically the same. These two concepts are different in many aspects. Marketing covers advertising, promotions, public relations, and sales. It is the process of introducing and promoting the product or service into the market and encourages sales from the buying public. Sales refer to the act of buying or the actual transaction of customers purchasing the product or service. Marketing is a very important aspect in business since it contributes greatly to the success of the organization. Production and distribution depend largely on marketing. Many people think that sales and marketing are basically the same. These two concepts are different in many aspects. Marketing covers advertising, promotions, public relations, and sales. It is the process of introducing and promoting the product or service into the market and encourages sales from the buying public. Sales refer to the act of buying e actual transaction of customers purchasing the product or service. Since the goal of marketing is to make the product or service widely known and recognized to the market, marketers must be creative in their marketing activities. In this competitive nature of many businesses, getting the product noticed is not that easy.
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Strategically, the business must be cantered on the customers more than the products. Although good and quality products are also essential, the buying public still has their personal preferences. If you target more of their needs, they will come back again and again and even bring along recruits. If you push more on the product and disregard their wants and the benefits they can get, you will lose your customers in no time. The sad thing is that getting them back is the hardest part.

Marketing Promotes Product Awareness to the Public

It has already been mentioned in the previous paragraph that getting the product or service recognized by the market is the primary goal of marketing. No business possibly ever thought of just letting the people find out about the business themselves, unless you have already established a reputation in the industry. But if you are a start-out company, the only means to be made known is to advertise and promote. Your business may be spending on the advertising and promotional programs but the important thing is that product and company information is disseminated to the buying public. Various types of marketing approaches can be utilized by an organization. All forms of marketing promote product awareness to the market at large. Offline and online marketing make it possible for the people to be educated with the various products and services that they can take advantage of. A company must invest in marketing so as not to miss the opportunity of being discovered. If expense is to be considered, there are cost-effective marketing techniques a company can embark on such as pay-per-click ads and blogging.

Marketing Helps Boost Product Sales

Apart from public awareness about a companys products and services, marketing helps boost sales and revenue growth. Whatever your business is selling, it will generate sales once the public learns about your product through TV advertisements, radio commercials, newspaper ads, online ads, and other forms of marketing. The more people hear and see more of your advertisements, the more they will be interested to buy.
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If your company aims to increase the sales percentage and double the production, the marketing department must be able to come up with effective and strategic marketing plans.

Marketing Builds Company Reputation

In order to conquer the general market, marketers aim to create a brand name recognition or product recall. This is a technique for the consumers to easily associate the brand name with the images, logo, or caption that they hear and see in the advertisements. For example, McDonalds is known for its arch design which attracts people and identifies the image as McDonalds. For some companies, building a reputation to the public may take time but there are those who easily attract the people. With an established name in the industry, a business continues to grow and expand because more and more customers will purchase the products or take advantage of the services from a reputable company. Marketing plays a very essential role in the success of a company. It educates people on the latest market trends, helps boost a companys sales and profit, and develops company reputation. But marketers must be creative and wise enough to promote their products with the proper marketing tactics. Although marketing is important, if it is not conducted and researched well, the company might just be wasting on expenses and time on a failed marketing approach.

Advantagesof Marketing
Economies of scale in production and distribution Power and scope Consistency in brand image Ability to leverage good ideas quickly and efficiently Uniformity of marketing practices Helps to establish relationships outside of the "political arena"

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Helps to encourage ancillary industries to be set up to cater for the needs of the global player

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CHAPTER-2 MARKETING STRATEGIES

An overall company marketing strategy should also:

Define the business Position the business as a leader, challenger, follower, or niche player in the category Define the brand or business personality or image that is desired in the minds of buyers and end users11. Define life cycle influences, if applicable

7. Reviews & Revise

1. Understand customer

6. Financial Analysis

2. Analyse Market

5. Define marketing Mix

3. Analyse Competition

4. Research Distribution

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11

Types of Marketing
Online Marketing Telephone Marketing Catalog Marketing Kiosk Marketing Direct-mail Marketing Television Marketing Face-to-face selling

Competitive products of Lonnett Table-1

Brand Name Doran O (inj)

Manufacturer Type Bestochem Formulation

Quantity Price(Rs.) 20

Injection 2ml

Ondran P (Inj)

Bogs India (P) Ltd.

Injection 2ml

16.5

Isconlifescienc Injection 2ml Onstron Omcel es Oyster Labs Injection 2ml

22.95

14.90

Lonnett

Jentio Labs

Injection 2ml

13.50

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CHAPTER-3 3. PROMOTIONAL STRATEGIES OF LONETT (ONDANSETRON INJECTION) Steps of Promotion 1. Identification of target market
Company has targeted hospitals.

2. Fax detailing
Detail information of product is faxed to doctors.

3. Making contact local TV and radio stations and offer to be interviewed

An interview of Dr.Abc, broadcasted on local TV channel and radio stations for the promotion of Ondransetron Injection.

4.Publication of a newsletter
A newsletter published consisting information about prevention and treatment of Nausea and Vomiting cause by different agents indirectly promote the drug.

5. Advertisement
It is also effective means of promotion. e.g. Advertisement in journals. Advertisement in scientific magazines

6. Sampling

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Provide free trial of product. Free samples are provided to doctors and in hospitals.

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7. Personal selling
Sales representative persuade the physicians to prescribe our medicine Lonnett (Ondansetron Inj.).

8. E-detailing
E-detailing to healthcare professionals are very effective as part of an overall multi-channel marketing campaign. Because healthcare providers have opted-in messages are well received. In addition the e- detailing channel provides the following benefits: Ease of Use Speed and Reach Flexibility Fast turn-around times Customization and vivid use of logos and graphics Detailed Tracking of Open Rates and Actions Taken Quick Reply and Follow-Up

9. Tele-detailing
Tele-detailing on its own will work for some physicians, but not all physicians. The same can be said for face-to-face meetings and other forms of communication.

The best approach for optimal reach and frequency is to develop a communication strategy that leverages the key benefits of each channel. Healthcare providers have preferences for how they receive pharmaceutical promotional messages. Some prefer phone calls, while others prefer a sales representative, and still others prefer an email or fax.

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10. Visual aids:

Ondansetron hydrochloride Injection (iv&im) 2ml Jentio Labs India ltd. Bhadohi-221304 (U.P.)

This injection can be used for treatment and cure of

nausea and vometing cause by various factors likeChemo-therapy of cancer Allergic rection Vomiting causes by various drugs Vomiting causes by various pre-anaesthetic medicins

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 Higher efficacy and tolrebility Less side-effects Low cost

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Package leaflet: Information For the user Ondansetron 2mg/ml injection

1. What Ondansetron Injection

6months. o radiotherapy for cancer in adults Preventing and treatment of nausea surgery and in vomiting adults and after in

Ondansetron
Information for you Keep this leaflet. You may need to read it again.

is and what it is used for 2. What you need to know before you use Ondansetron Injection 3.How to use Ondansetron

children aged 1 month.

If you have further questions, please ask your doctor,

Injection 4. Possible side effects 5. How to store Ondansetron Injection 6. Contents of the pack and other information 1.WhatOndansetron Injection Ask your doctor, nurse or pharmacist if you would like any further explanation about this uses. 2. What you need to know before you use Ondansetron Injection Do not use Ondansetron

pharmacist or nurse. This medicine has been prescribed for you only. Do not pass it on to others. It may harm them, even if their signs of illness are the same as yours. If you get any side effects, talk to your doctor, pharmacist or nurse. This includes any possible side effects not listed in this leaflet. The name of the medicinal product is Ondansetron

is and what it is used for Ondansetron Injection contains the active ingredient Injection: If you are allergic to

ondansetron, which belongs to a group of medicines called anti-emetics. Ondansetron used for Preventing nausea (feel sick) and vomiting (be sick) caused by o chemotherapy for cancer in adults and in children aged Injection is

Ondansetron or any of the other ingredients of this

medicine (listed in section 6)or to any similar medicines e.g. granisetron or dolasetron. If you are taking

2mg/ml Solution for Injection or Infusion but will be referred to as Ondansetron Injection throughout the package leaflet Pharmacokinetics What is in this leaflet?

Apomorphine (medicine used to treat Parkinsons disease) Warnings and precautions Talk to your doctor, pharmacist

17

or

nurse

before

using

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Ondansetron Injection

- if you have a blockage in your gut or suffer from severe constipation Ondansetron can make these conditions worse. - if you have liver problems - if you have ever had problem with your heart or are taking medicines used to treat heart problems - if you have an uneven heart beat (arrhythmias) - if you are having surgery to remove your tonsils, because treatment with ondansetron

Tell your doctor or pharmacist if you are taking, have recently taken or might take any other medicines, natural supplements or vitamins or minerals. You must tell your doctor that you are using Ondansetron, if he/she starts treating you with the following medicine: Phenytoin (used to treat epilepsy & heart arrhythmias) Carbamazepine (used to treat epilepsy & neuralgic pain) Rifampicin (an antibiotic) Anti-arrhythmic medicines (used to treat an uneven heart beat) Beta-blocker medicines used to treat certain heart or eye problems, anxiety or prevent migraines Tramadol (used to treat pain following surgery) Apomorphine (medicine used

rifampicin.

The

painkilling

effect of Tramadol may be weakened if you are taking ondansetron. Contact your doctor. It may be necessary to adjust the dose. Ondansetron food and drink You may use ondansetron injection with

injection independently of food and drink Pregnancy, breast-feeding and fertility: Pregnancy: Because experience ondansetron pregnancy recommended. of the insufficient use of in not you are

may hide symptoms of internal bleeding - if you have problems with the levels of salts in your blood, such as potassium, sodium and magnesium - if your child is being treated & he / she is less than 2 years old, with liver damage.

injection is If

pregnant, especially during the first third of your pregnancy, you should use ondansetron only, if your treating physician has performed a careful

benefit/risk assessment. Breast Feeding: The ondansetron Injection mothers' in may milk.

Always inform the laboratory during tests of blood and urine that you are being treated with ondansetron. If any of the above statements are applicable to you, please tell your doctor before having the injection.

to treat Parkinsons disease) Medicines that affect the heart (such as haloperidol or methadone) Cancer medicines (especially anthracyclines trastuzumab). The effect of ondansetron may and

Ondansetron pass into

Therefore mothers receiving ondansetron injection should not breast-feed their baby Ask your doctor or pharmacist for advice before taking this medicine.

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Other

medicines

and

be weakened if you are taking phenytoin, carbamazepine or

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Ondansetron injection

Driving and using machines: Ondansetron injection will not affect your ability to drive or operate machinery. Important information about some of the ingredients in this medicine This medicinal product

oral dosing can commence twelve hours later and may be continued for up to 5 days. If your chemotherapy or

given as an injection into the vein. This will be given just before the operation. To treat nausea and vomiting after an operation The usual adult dose is 4 mg given by an injection into your vein or muscle. For children aged over 1

radiotherapy is likely to cause severe nausea and vomiting, you may be given more than the usual dose of Ondansetron Injection. Your doctor will decide this. To prevent nausea and

contains 2.5 mmol (or 57.9 mg) sodium per maximum daily dose of 32 mg. To be taken into consideration by patients on a controlled sodium diet. 3. How to use Ondansetron Injection Ondansetron Injection is

month and adolescents, the doctor will decide the dose. A single dose of ondansetron may be administered by slow

vomiting from chemotherapy Children aged over 6 months and adolescents The doctor will decide the dose. On the day of chemotherapy the first dose is given by an injection into the vein, just before your childs treatment. After chemotherapy, your childs medicine will usually be given by mouth; the usual dose is a 4 mg. To prevent nausea and

intravenous injection (not less than 30 seconds) at a dose 0.1 mg/kg up to a maximum of 4 mg either prior to, at or after induction of anesthesia. Patients with moderate or

normally given by a nurse or doctor. The dose you have been prescribed will depend on the treatment you are having. To prevent nausea and

severe liver problems The total daily dose should not be more than 8 mg. If you received more

vomiting from chemotherapy or radiotherapy Adults On the day of chemotherapy or radiotherapy the usual adult dose is 8 mg given by an injection into your vein or muscle, just before your

Ondansetron Injection than you should Little is known at present about over dosage with ondansetron. In a few patients, the following effects were seen after of

vomiting after an operation The usual dose for adults is 4 mg given by an injection into your vein or muscle. This will be given just before your operation. For children aged over 1 month and adolescents, the doctor will decide the dose. The maximum dose is 4 mg

overdosage: vision,

disturbances

treatment, and another 8 mg twelve hours later. On the following days

severe

constipation,

lowered blood pressure and loss of consciousness. In all cases the symptoms

19

the usual adult intravenous dose does not exceed 8 mg.

disappeared completely. There is no particular antidote to

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ondansetron. For that reason, if overdose is suspected, only the symptoms should be treated. Tell your doctor or nurse if any of these symptoms occur. If you have any further

These are rare, but allergic (hypersensitivity) reactions can produce a skin rash- red spots or lumps under your skin (hives) anywhere on your body and itching as well as more serious symptoms such as

beating of the heart) or a very slow heart beat. There may also be chest pain or chest tightness and sudden wheezing or collapse. These serious side-effects can be life-threatening, therefore TELL YOUR DOCTOR OR NURSE IFYOU OF ABOVE. IMMEDIATELY EXPERIENCEANY THESYMPTOMS

questions on the use of this medicine, ask your doctor, pharmacist or nurse. 4. Possible side effects Like all medicines, can cause this side

swelling of the hands, feet, ankles, face, eyelids, lips,

mouth and/or throat. This can lead to difficulty swallowing and breathing.

medicine

effects, although not everybody gets them. SERIOUS SIDE-EFFECTS Allergic Reactions

These are uncommon but can produce palpitations (an

JENTIO Labs India ltd. Bhadohi-221304 (U.P.)

unpleasant sensation of an irregular and/or forceful

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LEBEL OF LONNETT INJECTION

Lonnett
2ml
o be sold by retail on the prescription of a registered medical practitioner only.

Ondansetron hydrochloride Injection USP-for Iv only

Store at room temperature in dark place

Mfd.-Fab2013 Exp.-Apr2014

Bt.no.-AV532 Rs.13.50

Mfd.by- JENTIO Labs India ltd. Bhadohi 221304 (U.P.)

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PACKAGING OF LONNETT

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CONCLUSION

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Product promotional strategies of LONNETT suggesting that sales of LONNETT will increase due to the following reason: E-detailing of LONNETT provides all information regarding the drug so that

physician considers LONNETT for prescription for patients that leads to increase of sales of LONNETT Visual aids of LONNETT is used to illustrate benefits of drug and superiority over other brands so that the prescriber will influenced by visual aids of LONNETT and will start prescribing the LONNETT that will increases the sales of LONNETT. Advertisement in journals and scientific magazines influences the physicians that will leads to increase sales of LONNETT Personal selling through medical representative, he describes all features of the LONNETT and convinces the doctors to prescribe so that sales of LONNETT will increase. May be because of reminders, such as calender and paper weight which are given to prescriber to remind LONNETT increase Free samples may increases the sales of product by providing free trial of product. for prescription so the sales of LONNETT will

Sponsoring a seminar among doctors regarding the efficacy and use of LONNETT. that will influence prescribing habit of doctors ,promoting the sales of LONNETT.

These promotional strategies may be adopted by company for boosting the sales of LONNETT.

5. BIBLIOGRAPHY

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Hardman, J.G. ; Gilman, A.G. , Goodman& Gilmans The Pharmacological Basis of Therapeutics ; 10th Ed.; McGraw Hill Medicinal Publishing House, New Delhi; 2001; Page no. 1021-1035.

Kotler, P.; Keller, K.L.; & Koshy, A. , Marketing Management ; 12 Pearson Prentice Hall ; 2007 ; Page no. 421-440

th

Ed ;

Smith, M.C., Principals of Pharmaceutical Marketing ; 3rdEd; CBS Publishers &Distribution, New Delhi; 2002; Page no. 272-300. http:// www.Wikipedia. Com./103.24/Ondansetron injection http:// www.Medindia.net/brandname/price

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