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n s o l i d a t i o n ; a n d I n d i a s g r o w i n g imp o rtan ce as a ph ar
maceu tical contract man uf acturing an d services
locatio n. Considering the healthcare of the Indian Public, the
Govt. of India encouraged thedomestic pharmaceutical companies
in India. When the international norms recognizedthe product patent,
the government of India enacted the Indian Patent Act in
1970(process patent), with the objectives of allowing the domestic
companies to grow.
What is strategy?
Strategy, a word of military origin, refers to a plan
of actions to achieve a particular goal. In military
usage strategy is distinct from tactics, which are
concerned with the conduct of the engagement, while
strategy is concerned with how different engagements
are linked.how a battle is fought is a matter of
tactics: the term and conditions that it is fought on
and whether it should be fought at all is a matter os
strategy, which is part of the four levels of warfare:
political , or grand strategy, strategy, operations,
and tactics. building on the work of many thinkers on
the subject, one can define strategy as a
comprehensive way to pursue political ends, including
the threat or actual use of force, in a dialectic of
will be there have to be atleast two sides to a
conflict. These sides interact and thus strategy is
formedwhich will rarely be successful if it shows no
adaptability.
the company has recorded stable growth over the years and has
registered steep growth in the last 10 years. the current business
size is INR300 crores (USD60 million)and the company aims to achieve
INR500 crores(USD100 MILLION) BY 2015.
marketing is a core strength of apex laboratories. the team has proven
expertise in succesful launch of new products and establishing the
brands in competative market.
Sophinox vis sodium phusirate creame that has been patent in the
world.
Topical anti-biotic cream.
objectives of study:
sales promotion is a tool used to achieve most of the five major
promotional objectives:
building product awareness-several sales promotion techniques are
highly effective in exposing customers to products for the first time
and can serve askey promotional components in the early stages of new
product introduction.additionally, as part of the effort to build
product awareness, several sales promotion techniques possess the
added advantage of capturing customers information at the time of
exposure to the promotion. in this way sales promotion can act as an
effective customer informationgathering tool(i.e., sales lead
generation) which then can be used as part of follow-up marketing
efforts.
1)providing information:
ghenraly promtional strategies are designed to move customers to some
actions and are rarely simply informational in nature. however,some
sales promotions do offer customers access to product information.for
instance a promotion may allow customers to try fee-based online for
the several days.this access may include recieving product information
vis email.
2)stimulating demand:
next to building initial product awareness,the most important use of
promotion is to build demand by convincing customers to make a
purchase. special promotions, especially those that lower the cost of
Increasing the use of the drug for longer durations.The World Health Organization
defines drug promotion as including: all informationaland persuasive activities
by manufacturers and distributors, the effect of which is to induce the
prescription, supply, purchase and/or use of medicinal drugs. The main aimof
Sales representatives:
There is a clear need for interaction between physician and pharmaceuticals industry for
ensure
The free flow of valid scientific information .when the information s is accurate and complete,
Physicians have the necessary tools to make the right prescribing decision.
LIMITATIONS of samples:
The process employed to select the sample
was simple random sampling. Simple random sampling refers to that sampling
technique in which each and every unit of the population has an equal and same
opportunity of being on the sample.
In simple random
s a mp l i n g , wh i c h i t e m g e t s s e l e c t e d i s ju s t a ma t t e r o f c h a n c e .
R a n d o m s a mp l i n g technique is generally employed to extract the fruitful
results. This includes the overall design, the sampling procedure, the data
collection methods, the field methods and the analysis procedures the
pharmaceutical industry is one of the major, most successful also rapidly growing
industries worldwide.
helps in maintaining the relations between the doctors and the pharma company.
For this purpose important dates are duly noted by the sales representatives and
managers.
*The scope of the study is to identify and analyze the consumer behavior
promotional strategies of apex pharmaceutical company and also analyze their
behavior towards the service, price of the product.
*The study will help the organization to increase the sales of their products.
*The scope of the study is limited to Nagpur city.
*The research undertaken by the researcher is useful to dealer and the company in
many waysthe study is useful in finding the market potential and total
consumptions of the medicines of the apex pharmaceutical company.
data collection:
primary data :
primary data was collected by self administered questionnaire in the presence of
interviewer.
Apex pharmaceutical company, medical practioneers ,
And medical representatives of apex in Nagpur region.
SECONDARYDATA:
Secondary data was collected through
*Articles,
*Reports,
*Journals,
*Magazines,
* Newspapers and
*Internet
Sampling Technique
Random sampling technique is generally employed to extract the fruitful results.
This includes the overall design, the sampling procedure, the data collection
methods, thefield methods and the analysis procedures
Sampling Procedure Actually Employed:
The process employed to select the sample
was simple random sampling. Simple random sampling refers to that sampling
technique in which each and every unit of the population has an equal and same
opportunity of being on the sample. In simple random sampling, which item gets
selected is just a matter of chance.
Analytical Tools:
Simple statistical tools have been used in the present study to analyze and interpret
the data collected from the field. The study has used percentiles method and the
data are presented in the form of tables and diagrams.
*Oderr formula=
Last months sale *2-closing= order.
* achievement formula=sales/target*100.
JOURNALS:
Brochures of the company.
Magazines.
Newspapers.
Websites referred:
http://www.apex pharmaceutical company.com
http://www.businessdictionary.com
http://www.answers.com
http://drypen.in/sales-promotion/defination-ofpromotions.html