A

Project Study Report

On

Practices of Marketing Research on cipla

product (Cisatracurium)

Submitted in Partial Fulfillment for the Degree of

Bachelor of Business Administration

S.S. JAIN SUBODH P.G. COLLEGE JAIPUR

(2017-18)

SUBMITTED BY SUBMITTED To

B.B.A. V Sem.
 CERTIFICATE

Certified that this project report entitled A STUDY ON PRACTICES

OF MARKETING RESEARCH ON CIPLA PRODUCT is a record of
project work done independently by under my guidance and
supervision and that it has not previously formed the basis for the
award of any degree, fellowship or associate ship to her.

S.S.JainSubodhP.G.College
Jaipur

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 DECLARATION

Ihereby declare that this project report entitled A STUDY ON

PRACTICES OF MARKETING RESEARCH ON CIPLA
PRODUCT is a bonafide record of work done by me during the course
of summer project work and that it has not previously formed the basis
for the award to me for any degree/diploma, associate ship, fellowship
or other similar title of any other institute/society.

S.S.JainSubodhP.G.College

Jaipur

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 ACKNOWLEDGEMENT

It is not often in life that you get a chance of appreciating and expressing your
feelings in black and white to thank the people who have been a crucial part of
your successes, your accomplishments, and your being what you are today. I
take this opportunity to first of all thank the Faculty at S.S. Jain
SubodhP.G.College, especially Dr. K.B.Sharma, Principal, and Dr. Rita Jain for
inculcating and instilling in me the knowledge, learning, will-power, values and
the competitiveness and professionalism required by me as a management
student.

I would like to give special thanks to for educating me silver lining in every
dark cloud. Her enduring efforts, guidance, patience and enthusiasm have given
a sense of direction and purposefulness to this project and ultimately made it a
success.

I express my sincere and heartiest thanks to everyone who has contributed towards the
successful completion of the Project, undertaken by me at CIPLA INDUSTRY

Foremost with great respect and esteem, I wish to forward my deep sense of gratitudeto
Mr. SHARMA (MARKETING Manager) for providing me the opportunity to
pursue my training with CIPLA INDUSTRY.

Last but not the least; I would like to thank my family: my parents, for
supporting me spiritually throughout my life.

The errors and inconsistencies remain my own.

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INDEX

S No. Title Page No.

1 Introduction Of The Topic [6-21]

2 Research mythology [22-25]

3
Conceptual discussion

[26-42]

4
Data Analysis
[43-59]

5 Summary of findings

 Conclusion
[60-63]
 suggestions
Appendices

6  references [64-68]

 questionnaire

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 CHAPTER 1
Introduction
Overview of the Industry

Pharmaceutical Industry in India

The Pharmaceutical industry in India is the world's third-largest in terms of volume and stands
14th in terms of value.

The government started to encourage the growth of drug manufacturing by Indian companies
in the early 1960s, and with the Patents Act in 1970. However, economic liberalization in 90s
by the former Prime Minister P.V. NarasimhaRao and the then Finance Minister, Dr.
Manmohan Singh enabled the industry to become what it is today. This patent act removed
composition patents from food and drugs, and though it kept process patents, these were
shortened to a period of five to seven years.

The lack of patent protection made the Indian market undesirable to the multinational
companies that had dominated the market, and while they streamed out. Indian companies
carved a niche in both the Indian and world markets with their expertise in reverseengineering
new processes for manufacturing drugs at low costs. Although some of the larger companies
have taken baby steps towards drug innovation, the industry as a whole has been following
this business model until the present.

The Indian pharmaceutical sector has come a long way, being almost non-existent before 1970
to a prominent provider of healthcare products, meeting almost 95 per cent of the country's
pharmaceuticals needs. The Industry today is in the front rank of India’s sciencebased
industries with wide ranging capabilities in the complex field of drug manufacture and
technology. It ranks very high in the third world, in terms of technology, quality and range of

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medicines manufactured. From simple headache pills to sophisticated antibiotics and complex
cardiac compounds, almost every type of medicine is now made indigenously.

Playing a key role in promoting and sustaining development in the vital field of medicines,
Indian Pharma Industryboasts of quality producers and many units approved by regulatory
authorities in USA and UK. International companies associated with this sector have
stimulated, assisted and spearheaded this dynamic development in the past 53 years and
helped to put India on the pharmaceutical map of the world.

The Indian Pharmaceutical sector is highly fragmented with more than 20,000 registered units
with severe price competition and government price control. It has expanded drastically in the
last two decades.There are about 250 large units that control 70 per cent of the market with
market leader holding nearly 7 per cent of the market share and about 8000 Small Scale Units
together which form the core of the pharmaceutical industry in India (including 5 Central
Public Sector Units). These units produce the complete range of pharmaceutical formulations,
i.e., medicines ready for consumption by patients and about 350 bulk drugs, i.e., chemicals
having therapeutic value and used for production of pharmaceutical formulations.

Following the de-licensing of the pharmaceutical industry, industrial licensing for most of the
drugs and pharmaceutical products has been done away with. Manufacturers are free to
produce any drug duly approved by the Drug Control Authority. Technologically strong and
totally self-reliant, the pharmaceutical industry in India has low costs of production, low R&D
costs, innovative scientific manpower, strength of national laboratories and an increasing
balance of trade.

The number of purely Indian pharma companies is fairly low. Indian pharma industry is
mainly operated as well as controlled by dominant foreign companies having subsidiaries in
India due to availability of cheap labour in India at lowest cost.Most pharma companies
operating in India, even the multinationals, employ Indians almost exclusively from the lowest
ranks to high level management. Mirroring the social structure, firms are very hierarchical.
Homegrown pharmaceuticals, like many other businesses in India, are often a mix of public
and private enterprise. Although many of these companies are publicly owned, leadership
passes from father to son and the founding family holds a majority share.

The total Indian production constitutes about 13 per cent of the world market in value terms
and, 8 per cent in volume terms. The per capita consumption of drugs in India, stands at

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US$3, is amongst the lowest in the world, as compared to Japan- US$412, Germany- US$222
and USA- US$191.

Company Profile

About The Company

Cipla Laboratories is a Chicago-based global, diversified (multi-division)

pharmaceuticals and health care products company. It has 90,000 employees and operates in
over 130 countries. The company headquarters are in Cipla Park, North Chicago, Illinois. The
company was founded by Chicago physician, Dr. Wallace Calvin Cipla in 1888. In 2011,
Cipla had over $38.9 billion in revenue. Cipla Laboratories is one of the major multinational
company in the pharmaceutical industry. Cipla, is a company that focuses on turning science
into caring – CIPLA, A Promise for Life. For more than a century, Cipla Laboratories has
been working to advance health care for people around the world. Founded in 1888 by a
young Chicago physician, Dr Wallace Calvin Cipla, Cipla Laboratories has evolved into a
diversified health care company that discovers, develops, manufactures and markets
innovative products and services. Products and services of Cipla, span the continuum of care
from prevention and diagnosis, to treatment and cure. Cipla today is a global, diversified
health care company devoted to the discovery, development, manufacture and marketing of
pharmaceutical, diagnostic, nutritional and hospital products.

Cipla extends this commitment with a strong presence in India as it has grown and evolved its
operations in India over many decades. The products encircle life from newborns to ageing
adults. Cipla has built expertise and leadership in primary care therapeutic areas like
Gastroenterology and Paincare. Our specialty areas include Neuroscience, Metabolics and
Hospital Care. Cipla serves the needs of Indian consumers with products backed by science
and R&D. It has locally developed brands like Digene, Cremaffin, Epilex, Zolfresh and
Obimet. Cipla has also brought global products including Brufen, Prothiaden, Ganaton,
Sevorane, Thyronorm and Leptos to Indian consumers.Cipla’s pioneering products like
Survanta help infants. As of 2010, Cipla India Ltd. tops the list of publicly listed life science
companies in India and the revenue generated in the year 2011 is the highest than any other
pharmaceutical company doing business in the country.

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CiplaIndia, today has strong brand equity and commands esteem in the market place. To reach
the customer, Cipla India has a network of 18 distribution points, which cater to 11,000
stockists and 70,000 retailers. Behind Cipla India’s success, is a team of competent,
committed people, driven by the principles of Value Based Management, and aided by strong
alliances and partnerships.

Cipla India Limited, provides healthcare solutions through its four business units:

1. Primary Care - which markets products in the areas of Pain Management,

Gastroenterology, with well-known brands like Brufen, Digene, Cremaffin.

2. Specialty Care - Metaboloics& Urology provides solutions in the areas of Thyroid,

Obesity, Diabetes and Benign Prostratic Hyperplasia.

3. Specialty Care - Neuroscience has a varied portfolio, with specialty products in the
Neurology and Psychiatric segments.

4. Hospital Care - offers products in the field of anesthesiology and neonatology namely
Forane, Sevorane and Survanta.

The company has over 1000 employees and a state-of-the-art formulation plant at Verna in
Goa. The manufacturing locations are designed to produce quality, high volume formulations
using cost efficient processes. The plant has well equipped laboratories and trained personnel
to ensure international standards of quality at each step of the manufacturing process.

The company has in-house development and medical teams to undertake product and clinical
development tailored to the needs of the Indian market.

Cipla provides quality health care worldwide by creating healthcare solutions, which directly
affects the life of the common man.

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Corporate Overview Fact Sheet
Founded in 1888 by Chicago physician Dr. Wallace C. Cipla, Cipla has emerged as one of the
world's most diverse health care companies. The company has approximately 91,000
employees worldwide serving customers in more than 130 countries. Cipla ranks No. 71 on
the FORTUNE 500 and is headquartered in north suburban Chicago, USA. Cipla India Ltd.
ranks No. 1 in India in top performing pharmaceutical company.

Primary Businesses
• Medical Products – Key lines of business include vascular, laboratory and molecular
diagnostics, diabetes care, vision care and animal health.
• Nutritionals – Cipla offers a variety of nutrition products for infants, children, active
adults and patients with special dietary needs.
• Pharmaceuticals – Includes global patented pharmaceuticals and investigative
compounds and indications in development, and established pharmaceuticals.

Areas of Expertise:
Pharmaceuticals Medical Products Nutritional Products

• Anesthesia • Animal Health • Pediatric

• Anti-infectives • Diabetes Care Nutrition
• Cardiovascular • Diagnostics • Healthy
• Immunology • Hematology Living
• Metabolics • Molecular • Medical
• Neuroscience • Point of Care Nutrition
• Oncology • • Vascular •

Fast Facts Cipla

Chairman and CEO: Miles D. White

Corporate Headquarters: North suburban Chicago, Illinois, USA

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Stock Exchange Listing: New York
Number of Employees: Approximately 91,000 worldwide

2016 Revenue: $38.9 billion

2016 R&D Investment: $4.1 billion

Pharmaceutical
Research Centers: Cipla Park and North Chicago, Illinois, USA
Worcester, Massachusetts, USA
Ludwigshafen, Germany

Countries Where
More than 130
Products are Sold:

Key 2016 Financial Measures

Revenue: $38.9B R&D Investment: $4.1B

Net Income: $4.7B Dividend: 39 years of consecutive increases

Vision
To be the world’s premier health care company

Dedication
To employees, customers, shareholders, suppliers and the public

Strategy
Value Based Management is our integral philosophy, directed towards maximizing long-term
cash flow and shareholder value through:

• Focus on the Company's core profitable segments to build up our position as one of the
leading pharmaceutical companies;

• Investments in information technology to improve planning and control of operation;

• Increased investments in Human Resources Training & Development to upgrade and

broaden the skill base of the organization in consonance with changing needs;

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 • Build flexible cost-efficient manufacturing base through a balanced mix of in-house
and contract manufacturing

Our Basic Principle

Respect people: Our people are our strength

The Work Culture

Cipla India is an equal opportunity employer and provides a congenial and professional work
environment for all its employees, with great emphasis on teamwork. We stimulate
innovation, encourage calculated risk taking and accept mistakes as a part of the learning
process.

We encourage experiential learning, and believe in clear delegation of authority and

acceptance of personal accountability. We value the involvement of our colleagues in bringing
the best to our organization in a spirit of understanding, trust and appreciation of cultural
differences. We are open to discussing alternative views and build on constructive feedback.

The Cipla Brand Promise

A Promise for Life

Turning Science into Caring

We are here for the people we serve in their pursuit of healthy lives. This has been the way of
Cipla for more than a century – passionately and thoughtfully translating science into lasting
contributions to health.

Our products encircle life, from newborns to aging adults, from nutrition and diagnostics
through medical care and pharmaceutical therapy.

Caring is central to the work we do and defines our responsibility to those we serve:

We advance leading-edge science and technologies that hold the potential for significant
improvements to health and to the practice of health care.

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We value our diversity – that of our products, technologies, markets and people – and believe
that diverse perspectives combined with shared goals inspire new ideas and better ways of
addressing changing health needs.

We focus on exceptional performance – a hallmark of Cipla people worldwide – demanding of

ourselves and each other because our work impacts people's lives.

We strive to earn the trust of those we serve by committing to the highest standards of quality,
excellence in personal relationships, and behavior characterized by honesty, fairness and
integrity.

We sustain success – for our business and the people we serve – by staying true to key tenets
upon which our company was founded over a century ago: innovative care and a desire to
make a meaningful difference in all that we do.

The promise of our company is in the promise that our work holds for health and life.

Company History

In 1888 at the age of 30, Dr. Wallace C. Cipla, an

1885 graduate of the University of Michigan, founded the
CiplaAlkaloidal Company. At the time he was a practicing
physician and owned a drug store. His innovation was the
use of the active part of a medicinal plant, generally an
alkaloid (morphine, quinine, strychnine, and codeine), which
he formed into tiny pills which he called “dosimetric
granules.” This was successful since it allowed more
consistent and effective dosages for patients.

Cipla Laboratories is one of the oldest and most successful pharmaceutical companies in the
United States. While about 30 percent of annual revenues come from the sale of
pharmaceuticals--including Cipla's flagship drug, the antibiotic Biaxin--the company has a

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higher profile in the area of nutritionals, where its products include leading infant formula
brands Similac and Isomil and a leading adult nutritional brand, Ensure. Cipla is also a top
manufacturer of medical diagnostic equipment, with an emphasis on blood analyzers and the
detection and monitoring of infections and diseases. The firm's hospital products unit
produces electronic and injectable drug-delivery systems, intravenous solutions and supplies,
anesthetics, and products used in critical care settings. Cipla's annual research and
development budget exceeds $1 billion, with areas of emphasis including AIDS/antivirals,
anti-infectives, diabetes, neuroscience, oncology, pediatric pharmaceuticals, urology, and
vascular medicine.

New Drug Introductions and Acquisitions

Unlike many of its competitors (including Merck, SmithKline Beecham, and Eli Lilly), Cipla
did not acquire a drug distribution manager in the early 1990s. Instead, the company plowed
funds into research and development. R & D outlays rose from 5.2 percent of sales in 1982 to
more than 10 percent of sales by 1994--by the latter year, R & D expenditures neared $1
billion. That year marked the company's 23rd consecutive earnings lift and helped Cipla's
stock hold its value better than most competitors in the uncertain healthcare environment of
the early 1990s.

Among key developments in the early 1990s was the introduction in 1991 of clorithromycin,
an antibiotic developed as a successor to Cipla's erythromycin. Marketed in the United States
under the name Biaxin, clorithromycin was useful in the treatment of common upper
respiratory ailments such as the flu as well as other types of infections. It quickly became
Cipla's flagship pharmaceutical--eventually achieving $1 billion in annual sales--remaining so
into the early 21st century.

New product introductions continued in the middle years of the decade. In 1994 Cipla
introduced sevoflurane, an inhalation anesthetic that soon gained popularity because of its
wide range of uses. The following year, TAP, the joint venture with Takeda Chemical,
received FDA approval for Prevacid, an ulcer treatment (sales of Prevacid reached $1.3 billion
by 1998). In 1996 FDA clearance was granted for Norvir, a protease inhibitor for the
treatment of HIV and AIDS.

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Despite these R & D successes, Cipla's earnings were failing to increase at the high-
doubledigit rate that they had in the 1980s, and the company was beginning to face the risk of
being gobbled up by a larger rival in the rapidly consolidating healthcare industry of the
1990s. Shrugging off the conservative management of the early 1990s, Cipla moved
aggressively in the second half of the decade to expand via acquisition and thereby stave off
being acquired itself. In 1996 Cipla bolstered its diagnostics division through the $867 million
purchase of MediSense, Inc., a Waltham, Massachusetts-based maker of blood-testing devices
for diabetics. This was the company's first major deal since the 1964 acquisition of M & R
Dietetic Laboratories. In 1997 Cipla spent about $200 million for certain intravenous product
lines of Sanofi Pharmaceuticals, Inc., the U.S. unit of France's Sanofi S.A. Included in this
deal was Carpujet, an injectable drug-delivery system based on preloaded, single-dose
syringes. Also in 1997, Cipla suffered a potential setback when Takeda Chemical did not
renew a ten-year contract that gave Cipla the right of first refusal to distribute Takeda's new
drugs in the United States via the TAP venture. Takeda had decided to set up its own sales and
marketing organization in the United States. By this time TAP was generating annual sales in
excess of $2 billion, primarily from the marketing of Prevacid and Lupron, a prostate-cancer
drug.

By 1997 Cipla had doubled its sales and earnings since Burnham had taken over from the
ousted Schoellhorn. In early 1998 Burnham announced that he would retire in 1999. At the
beginning of that year, Miles D. White, who had been a senior vice-president in charge of the
diagnostics division, took over as CEO. Later in 1999, White was named chairman as well.
During the leadership transition period in 1998, Cipla acquired Murex Technologies
Corporation, a maker of diagnostics products, for $234 million. During 1999, Cipla's appetite
for growth increased exponentially with the announcement in June of a deal to acquire ALZA
Corporation for $7.3 billion in stock. ALZA was a leading producer of advanced drug-
delivery systems and had a solid pipeline of new pharmaceuticals under development. The
Federal Trade Commission (FTC), however, raised antitrust concerns about the merger, and
when the two sides were unable to reach an agreement with the FTC, they called off the
merger in December. Another possible factor in the collapse of the deal was the decline in
Cipla's stock price following the company's agreement in November to pull 125 types of
medical-diagnostic test kits off the U.S. market and to pay a $100 million civil penalty to the
U.S. government. Since 1993 the FDA had been issuing warnings to Cipla regarding quality

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control deficiencies at its test kit plants, with the market withdrawal and payment of the fine
being the outcome of this process. The FDA also cited poor manufacturing controls as the
reason for its halting the sales of Cipla's clot-dissolving agent Abbokinase in early 1999.

In the meantime, Cipla managed to complete two smaller acquisitions in 1999. It acquired
Perclose, Inc., a maker of sutures used to close arteries during angioplasty procedures, for
about $600 million in stock. Cipla also paid $217 million in cash to GlaxoWellcome Inc. for
five anesthesia products. In January 2000 Cipla sold its agricultural products business to
Sumitomo Chemical Co., Ltd. Cipla was now for the first time in decades a pure healthcare
firm. Cipla in April of that year began marketing Biaxin XL, a new once-daily formulation of
its flagship Biaxin antibiotic. The FDA in September 2000 granted expedited approval to
Kaletra, a second-generation AIDS medication developed by Cipla. Kaletra had the potential
to overtake the top AIDS drug, Pfizer Inc.'s Viracept, because it had fewer side effects. It also
appeared that patients did not develop resistance to Kaletra over time, as happened with most
other AIDS drugs, including Viracept. Then in December 2000 Cipla launched another
attempt at a major acquisition when it reached an agreement to acquire the Knoll
Pharmaceutical Co. unit of German chemical giant BASF AG for $6.9 billion in cash. Once
again, Cipla's aim was to bolster its product pipeline, and Knoll had at least one potential
blockbuster in a drug called D2E7, an experimental rheumatoid arthritis treatment. Knoll's
existing products included Meridia, an obesity drug with annual sales of about $400 million,
and Synthroid, a $150 million thyroid drug.

In 2016, Cipla Laboratories acquired Piramal Healthcare Ltd.’s branded generic-medicine unit
in India for $3.72 billion, making it the country’s biggest drug maker and tapping into a
market expected to more than double by 2020. Cipla said it will pay $2.12 billion upfront and
$400 million annually for four years from 2011 for the unit, which sells retail-ready
pharmaceuticals in India, Sri Lanka and Nepal. The Cipla Park, Illinois-based company will
pay cash for the transaction, expected to close in the second half of 2016.

The acquisition is the second-largest takeover in India’s health-care industry and gives Cipla a
7 percent stake in the $8 billion Indian pharmaceutical market. The move fits into Cipla’s
strategy of broadening its business beyond brand-name pharmaceuticals in the U.S. and
Europe, where sales are slowing because of generics competition and pricing pressure from
governments.

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In India, the pharmaceutical market is expected to increase as much as 16 percent a year
through 2014, according to IMS Health Inc. The $300 billion U.S. market will grow at a
slower rate of 3 percent to 6 percent over the same period, said IMS. The slower growth in the
U.S. and Europe has Cipla and other drug maker turning toward developing countries to
increase sales. Tokyo-based Daiichi Sankyo Co. bought 64 percent of Ranbaxy Laboratories
Ltd., India’s largest drug maker, for about 488.7 billion yen ($5.45 billion) in 2008, the
biggest takeover in the South Asian nation’s pharmaceutical industry, and Pfizer Inc. has been
licensing products from Indian generic-drug maker AurobindoPharma Ltd.

Key Dates:

1888 Dr. Wallace Calvin Cipla begins manufacturing alkaloid pills

1900 Cipla incorporates his firm as CiplaAlkaloidal Company 1915
Company changes its name to Cipla Laboratories.
1929 Cipla goes public with a listing on the Chicago Stock Exchange
1936 Company introduces the anesthetic sodium pentothal
1952 Company launches a new antibiotic, Erythrocin
1964 Cipla acquires M & R Dietetic Laboratories, maker of Similac baby formula
New president Edward J. Ledder begins a diversification into consumer products,
1967
includingSucaryl, a cyclamate sugar substitute.

1970 FDA bans the sale of cyclamates

1971 Cipla is forced to recall 3.4 million bottles of intravenous solution
Company forms joint venture with Takeda Chemical Industries, Ltd. of Japan
1977 called TAP Pharmaceuticals Inc.
1985 Cipla develops the first diagnostic test for AIDS.
1987 Cipla'sHytrin is approved by the FDA for the treatment of hypertension.
1991 Clorithromycin, an antibiotic, is introduced.
1996 Cipla acquires MediSense, Inc., a maker of blood-testing devices for diabetics
Cipla agrees to acquire ALZA Corporation for $7.3 billion but the deal later

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1999 collapses; Cipla agrees to pay a $100 million fine relating to quality control
problems at its medical test kit plants; suture maker Perclose, Inc. is acquired.
FDA approves the AIDS drug Kaletra; Cipla agrees to acquire the Knoll
2000
Pharmaceutical Co. unit of BASF AG for $6.9 billion in cash.

Cipla India Ltd. History

Company was originally incorporated on August 22, 1944 under the
Companies Act, 1913 as Boots Pure Drug Company (India) Limited. Its name was then
changed to The Boots Company (India) Limited on November 1, 1971, thereafter to Boots
Pharmaceuticals Limited on January 1, 1991. On October 31, 1995 the name was changed to
Knoll Pharmaceuticals Limited, thereafter to Cipla India Limited on July 1, 2002.

1944: All shares issued to Boots Pure Drug Co., Ltd. Only 5 shares issued for cash

1963: 2,00,000 shares issued to the present Company

1965: The Company was incorporated on 15th December
On 19th October, the Company entered into a technical collaboration agreement with
Boots Pure Drug Co. Ltd., England
In December, 2,00,000 shares issued to public (prem. Rs 13 per shares).

1969: 25,000 shares issued at par to L.I.C., U.T.I. and I.C.I.C.I. on conversion of 5% debenture
holdings
1976: The Company undertook to set up a new chemical plant at Ahmednagar, a backward area
in Maharashtra, for the manufacture of Ibuprofen from the basic stage in technical
collaboration with its parent company. Ibuprofen is a raw material of Boots original
research

1977: 1,48,150 Right Equity shares issued to Indian shareholders (prem. Rs 3.50 per shares:
prop. 2:9)
1983:
2,66,050 Bonus shares issued in prop. 1:3

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1985: The Company issued 1,70,000-15% non-convertible debentures of Rs 100 each. These
debentures were redeemed on 5th October, 1990 at a premium of Rs 5 per debenture
The Company also issued 4,27,290 No. of Equity shares of Rs 10 each at a premium of Rs
45 per share as rights to resident Indian equity shareholders
The object of rights issue and offer for sale was to reduce the holding of Boots Company
PLC, England in the Company from 53% to 40%.

1987:
13,58,520 Bonus equity shares issued in prop.3:5
1990: 4,27,280 new equity shares were offered as Rights to the resident Indian equity
shareholders at a premium of Rs 45 per shares

1991: The Company received a letter of intent for both the products and the expansion
capacity of Ibuprofen was being implemented 40,50,000 bonus equity shares issued in
prop. 1:1

1995: The Company undertook a project to set up a new formulation factory at Jejuri in Pune
district

1998:

A number of new products, namely Brufen Junior Syrup, ChotaStrepsils Icy, Optrex Eye
Lotion, Highly Purified Insulins and Nausidome were launched during the year

2000: Products such as Novopen, Human mixtard, Mixtardpenfills were launched

Beem Healthcare Ltd., Lenbrook Pharmaceuticals Ltd. and Valencia
Pharmaceuticals Ltd are the subsidiaries of the Company

2002: It is proposed to change the name of the company to Knoll Pharceuticals Ltd.
effective 31st October, name was changed to Knoll Pharmaceuticals Ltd.

2004: The Company has acquired the product Epilex for a total consideration of Rs 9.90 crores.
The product is used in the treatment of epilepsy
The new Goa plant of Knoll Pharmaceuticals, a part of the BASF group, has been set up.
BASF India has also set up two state-of-the-art plants to manufacture speciality dyes and
dispersons in Mangalore and these were commissioned.

2005: Lupharma GmbH, a wholly-owned subsidiary of Knoll AG of Germany, had made a

public offer for acquisition of a further 11 percent holding in Knoll Pharmaceuticals in
order to take its stake up to 51 percent from the current levels of 40 percent

2006: Beem Healthcare which was engaged in marketing of consumer brands has been merged
with Knoll with effect with July 1998
Knoll Pharma has entered into a three-way pact with the Gujarat-based Torrent
Pharmaceuticals and Danish giant, Novo Nordisk, in the anti-diabetes segment

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2008: The Company has entered into a agreement with Kalpataru Homes for the assignment of
the leasehold
Ranbaxy Laboratories Ltd has entered into an agreement with Knoll Pharmaceuticals Ltd
to market the latter's leading brands in select overseas markets

2009: Lupharma UK Holding One Ltd., a wholly-owned subsidiary of Lupharma GmbH has
proposed to acquire 82,62,000 shares i.e. 51 per cent of the share capital of Knoll
Pharmaceuticals from LupharmaGmbh

2010: Knoll Pharmaceuticals, the maker of popular painkiller Brufen, has changed its name to
Cipla India following global takeover of Knoll's majority stakeholder - German firm BASF
Pharma - by US drug major Cipla Laboratories

2012: Mr V D Narkar, Director of Cipla India Ltd, has resigned with effect from June 19, 2010
Mr.AshokDayal is appointed as Additional Director of the company
Scheme of amalgamation of Lenbrook Pharmaceuticals (a wholly owned subsidiary of the
company) with the company

2014: Cipla India Ltd has informed that the Board of Directors of the Company at its meeting
held on February 14, 2013, has appointed Mr. Thomas Dee as the Additional Director of
the Company

2016: Cipla Laboratories bought Piramal Healthcare Ltd.’s branded generic-medicine unit in
India
Competition Overview
Competition is mainly from the domestic manufacturers and imports from
China because of the low manufacturing cost. With the new patent regulations the industry
expects to see a major structural shift with the entry of foreign pharmaceutical manufacturers.

There are five government-owned companies the Indian public sector. These companies are
the Indian Drugs and Pharmaceuticals, Hindustan Antibiotics Limited, Bengal Chemicals and
Pharmaceuticals Limited, Bengal Immunity Limited and Smith Stanistreet Pharmaceuticals
Limited. Some of the major Indian private companies are Alembic Chemicals,
AurobindoPharma, Ambalal Sharabhai Limited, Cadila Healthcare, Cipla, Dr. Reddy’s, IPCA
Laboratories, JagsonpalPharma, J.B. Chemicals, Kopran, Lupin Labs, Lyka Labs, Nicholas
Piramal, Ranbaxy Labs, Matrix Laboratories, Orchid Chemical and Pharmaceuticals, Sun
Pharmaceuticals, Ranbaxy Laboratories, Torrent Pharma, TTK Healthcare, Unichem Labs,
and Wockhardt. The foreign companies in India include Abott India, Astra Zeneca India,
Aventis Pharma India, Burrough-Wellcome, Glaxo SmithKline, Merck India, Novartis, Pfizer
Limited, and Wyeth Ledele India.

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Top 10 Publicly ListedLife Sciencecompanies in India, as of 2016
Rank Company Name Revenue 2016(USD million)

1 Cipla India Ltd. 1348.51

2 Ranbaxy 1327.56

3 Dr. Reddy's Laboratories 1178

4 Lupin Ltd 929.84

5 AurobindoPharma 865.19

6 Dabur 700.3

7 Sun Pharmaceutical 673.99

8 Cadila Healthcare 629.45

9 Jubilant Life sciences 561.03

10 GlaxoSmithKline Pharmaceuticals Ltd 475.8

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 CHAPTER 2
Research Methodology
OBJECTIVE & SCOPE OF STUDY

Objective of the Study

The main objective to conduct this research is to understand the Neuromuscular Blocker
(NMB) market & develop the medical positioning for new product launch i.e. Cisatracurium

 To study and understand the concept and process of marketing research.

 To understand and get the concept of Marketing of Pharmaceutical products

 To get the practical implication of the process involved in any product launch

Scope of the Study

The project scope involves the study of the Anesthetists’ armamentarium of drugs. Understand
the Neuromuscular Blocker (NMB) category, their mechanism of action and clinical use of
NMBs & their place in therapy. The project scope also involves the finding of clinician
preferences in current NMBs available with the marketing research and developing a medical
positioning for Cisatracurium from the above collected data.

Managerial Usefulness of the Study

This study helps to understand marketing research basic terminologies & different strategies
for different market situation

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Types of Research and Research Design

 Quantative Research- Quantitative research generates numerical data or

information that can be converted into numbers. Only measurable data are being
gathered and analyzed in this type of research.

 Qualitative Research- Qualitative Research on the other hand generates

nonnumerical data. It focuses on gathering of mainly verbal data rather than
measurements. Gathered information is then analyzed in an interpretative manner,
subjective, impressionistic or even diagnostic

Research Methodology

 A questionnaire was prepared to gauge the awareness of new molecule in customer.

 Survey has been done out of the company covering a wide cross-section of the
industry.
 The question was presented in one to one interview with each of the respondents.
 Responses of the concerned persons had been thoroughly analyzed.
 Conclusions had been arrived at using the response of the concerned persons and not
on questionnaire alone.

Generally speaking, doctors are most reserve persons on the planet and they are not flattered
by attention and this sometimes overcomes any inhibitions so that matters quite secret are
paraded before the observer with seeming abandon. At other times, particularly where an issue
has been the subject of recent press attention, the shutters go up and there is no way in. All
you can do in such circumstances is to give up and try something else likely to be more
productive - you haven't the time to spend on lengthy negotiation. Crucial to the business of
initially gaining access is the whole matter of assurances of confidentiality, anonymity, etc,
which I consider below. Your stance, once granted access, depends on how much of an active
participant you want to be in the arena you are observing - the more obviously committed you
are to one particular stance or ideology the more others will take this into account when
revealing their thoughts or their actions to you.

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Research Design
Research design specifies the methods and procedures for conducting a particular study. A
research design is the arrangement of conditions for collection and analysis of the data in a
manner that aims to combine relevance to their search purpose with economy in procedure.
Research design is broadly classified into three types as:

 Exploratory Research Design

 Descriptive Research Design
 Causal Research Design

Descriptive Research Design

Descriptive research studies are those studies which are concerned with described the
characteristics of particular individual. In descriptive as well as in diagnostic studies, the
researcher must be able to define clearly, what he wants to measure and must find adequate
methods for measuring it along with a clear cut definition of population he want to study.
Since the aim is to obtain complete and accurate information in the said studies, the procedure
to be used must be carefully planned. The research design must make enough provision for
protection against bias and must maximize reliability, with due concern for the economical
completion of the research study.

SAMPLE DESIGN
A Sample Design is a definite plan for obtaining a sample from a given population. It refers to
the technique to the procedure adopted in selecting items for the sampling designs are as
below:

SAMPLE SIZE
The sample size has been 40 doctors. Conclusions had been arrived at using the response of
the questionnaire.

SAMPLING METHOD
In this marketing research project, I am using Random sampling method.

SAMPLE TYPE
Area Sampling, and the area of sampling is Mumbai & Pune.

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Data Collection Method

 Primary Data: - Primary data means data that are collected by different techniques
like questionnaire, Depth interview, Survey, Schedules etc. In this project, primary
data has been collected by the means of questionnaire.
 Secondary Data: - Secondary data means data that are already available i.e.: they
refer to the data which have already been collected and analyzed by someone else.
Usually published data are available in: Various publications of the central, state/local
governments or foreign governments, technical and trade journals etc. The secondary
data involved in this project has been gathered from the medical journals, literatures
and internet.

Limitation of the Study

 The sample area and sample size has been limited due to time constraint.
 Doctors (respondents) are reluctant for their feedbacks & opinions, and authenticity of
their statements can’t be verified too.
 All the observation and recommendation will be made on the feedback obtained from
survey.

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 CHAPTER 3
Conceptual Discussion
About The Product

NIMBEX® (Cisatracuriumbesylate)

NIMBEX (cisatracuriumbesylate) is a nondepolarizing skeletal muscle relaxant for

intravenous administration. Compared to other neuromuscular blocking agents, it is
intermediate in its onset and duration of action. Cisatracuriumbesylate is one of 10 isomers of
atracuriumbesylate and constitutes approximately 15% of that mixture.

Abstract
Cisatracurium is a neuromuscular-blocking drug or skeletal muscle relaxant in the category of
non-depolarizing neuromuscular-blocking drugs, used adjunctively in anesthesia to facilitate
endotracheal intubation and to provide skeletal muscle relaxation during surgery or
mechanical ventilation. It is a bisbenzyltetrahydroisoquinolinium agent with an intermediate
duration of action.

It is the R-cis, R'-cis isomer of atracuriumbesilate and is approximately 3-fold more potent
than the mixture of isomers that constitute the parent drug. The ED95 for
cisatracuriumbesilate (dose required to produce 95% suppression of twitch response to nerve
stimulation) in adults is 0.05 mg/kg during N2O/O2 opioid anaesthesia. As for
atracuriumbesilate, the primary route of elimination of cisatracuriumbesilate is by
spontaneous degradation. Cisatracuriumbesilate is not associated with dose-related histamine
release (at bolus doses of < or = 8 x ED95) and, consistent with this, has demonstrated
cardiovascular stability in both healthy patients (< or = 8 x ED95) and those with coronary
artery disease (< or = 6 x ED95). In clinical trials, cisatracuriumbesilate has been used

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successfully to facilitate intubation (at 2 to 4 x ED95) and as a muscle relaxant during surgery
and in intensive care. Compared with vecuronium, cisatracuriumbesilate was associated with a
significantly faster recovery after continuous infusion in patients in intensive care. Relative to
atracuriumbesilate, cisatracuriumbesilate has a lower propensity to cause histamine release is
more potent but has a slightly longer onset time at equipotent doses. It also offers a more
predictable recovery profile than vecuronium after prolonged use in patients in intensive care.
Thus, comparative data provide some indication of the potential of cisatracuriumbesilate as an
intermediate-duration neuromuscular blocking agent but further comparisons with other like
agents are required to define precisely its relative merits.

About Cipla

Cipla (NYSE: ABT) is a global, broad-based health care company devoted to the discovery,
development, manufacture and marketing of pharmaceuticals and medical products, including
nutritionals, devices and diagnostics. The company employs approximately 91,000 people and
markets its products in more than 130 countries. Cipla currently employs more than 12,000
people throughout India.

About Cipla Nutrition

For more than 85 years, Cipla Nutrition has been developing and marketing science-based
pediatric and adult nutritional products to support the growth, health and well-being of people
of all ages. Cipla offers a variety of nutritional products in India including PediaSure®
(complete, balanced nutrition for children), Similac® (infant milk formula for infants and
children), Mama's Best® (nutritional supplement for pregnant and breastfeeding mothers),
Ensure® (adult nutritionals), Glucerna® (nutrition for people with diabetes) and Prosure®
(nutrition for people with cancer).

About Biocon Limited

Biocon Limited (BSE code: 532523, NSE Id: BIOCON, ISIN Id: INE376G01013) is India's
premier biopharma enterprise focused on innovation to deliver affordable health care solutions
to patients, partners and health care systems across the globe. Established in 1978 by Ms.
KiranMazumdar-Shaw, Biocon is committed to reduce therapy costs of chronic diseases like
diabetes, cancer and autoimmune diseases to provide access to affordable treatment to patients

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globally. Biocon's key innovations include the world's first Pichia-based recombinant human
Insulin, INSUGEN®, insulin analog Glargine, BASALOG® and India's first indigenously
produced monoclonal antibody, BioMAb-EGFR®, for head & neck cancer. INSUPen® is a
next-generation affordable insulin delivery device introduced in India. With a risk-balanced
business model comprising small molecules, novel molecules, biosimilars, branded
formulations and research services, Biocon has evolved into an emerging global enterprise
serving its partners and customers in over 70 countries. More information is available at
www.biocon.com

About Syngene International Limited

Syngene is India's leading contract research organization offering integrated drug discovery
and development services with capabilities in medicinal chemistry, biology, in vivo
pharmacology, toxicology, custom synthesis, process Research and Development, and
formulation development for small and large molecules. Syngene has an expert team of over
1,500 scientists and 1 million sq. ft. of built-up laboratories equipped with state-of-the-art
infrastructure to support the Research and Development programs of global pharma, biotech
and nutrition companies. More information is available at www.syngeneintl.com.

MARKETING RESEARCH
Marketing research is "the process or set of processes that links the producers, customers,
and end users to the marketer through information used to identify and define marketing
opportunities and problems; generate, refine, and evaluate marketing actions; monitor
marketing performance; and improve understanding of marketing as a process. Marketing
research specifies the information required to address these issues, designs the method for
collecting information, manages and implements the data collection process, analyzes the
results, and communicates the findings and their implications.

It is the systematic gathering, recording, and analysis of qualitative and quantitative data about
issues relating to marketing products and services. The goal of marketing research is to
identify and assess how changing elements of the marketing mix impacts customer behavior.

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The term is commonly interchanged with market research; however, expert practitioners may
wish to draw a distinction, in that market research is concerned specifically with markets,
while marketing research is concerned specifically about marketing processes.

The purpose of marketing research (MR) is to provide management with relevant, accurate,
reliable, valid, and up to date market information. Competitive marketing environment and
the ever-increasing costs attributed to poor decision making require that marketing research
provide sound information. Sound decisions are not based on gut feeling, intuition, or even
pure judgment.

Managers make numerous strategic and tactical decisions in the process of identifying and
satisfying customer needs. They make decisions about potential opportunities, target market
selection, market segmentation, planning and implementing marketing programs, marketing
performance, and control. These decisions are complicated by interactions between the
controllable marketing variables of product, pricing, promotion, and distribution. Further
complications are added by uncontrollable environmental factors such as general economic
conditions, technology, public policies and laws, political environment, competition, and
social and cultural changes. Another factor in this mix is the complexity
of consumersMarketing research helps the marketing manager link the marketing variables
with the environment and the consumers. It helps remove some of the uncertainty by
providing relevant information about the marketing variables, environment, and consumers. In
the absence of relevant information, consumers' response to marketing programs cannot be
predicted reliably or accurately. Ongoing marketingresearch programs provide information on
controllable and non-controllable factors and consumers; this information enhances the
effectiveness of decisions made by marketing managers.

Traditionally, marketing researchers were responsible for providing the relevant information
and marketing decisions were made by the managers. However, the roles are changing and
marketing researchers are becoming more involved in decision making, whereas marketing
managers are becoming more involved with research. The role of marketing research in
managerial decision making is explained further using the framework of the decide model.

Marketing research has evolved in the decades since Arthur Nielsen established it as a viable
industry, one that would grow hand-in-hand with the B2B and B2C economies. Markets
naturally evolve, and since the birth of ACNielsen, when research was mainly conducted by

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in-person focus groups and pen-and-paper surveys, the rise of the Internet and the
proliferation of corporate websites have changed the means by which research is executed.

Web analytics were born out of the need to track the behavior of site visitors and, as the
popularity of e-commerce and web advertising grew, businesses demanded details on the
information created by new practices in web data collection, such as click-through and exit
rates. As the Internet boomed, websites became larger and more complex and the possibility
of two-way communication between businesses and their consumers became a reality.
Provided with the capacity to interact with online customers, Researchers were able to collect
large amounts of data that were previously unavailable, further propelling the marketing
research industry.

In the new millennium, as the Internet continued to develop and websites became more
interactive, data collection and analysis became more commonplace for those marketing
research firms whose clients had a web presence. With the explosive growth of the online
marketplace came new competition for companies; no longer were businesses merely
competing with the shop down the road — competition was now represented by a global
force. Retail outlets were appearing online and the previous need for bricks-and-mortar stores
was diminishing at a greater pace than online competition was growing.With so many online
channels for consumers to make purchases, companies needed newer and more compelling
methods, in combination with messages that resonated more effectively, to capture the
attention of the average consumer.

Having access to web data did not automatically provide companies with the rationale behind
the behavior of users visiting their sites, which provoked the marketing research industry to
develop new and better ways of tracking, collecting and interpreting information. This led to
the development of various tools like online focus groups and pop-up or website intercept
surveys. These types of services allowed companies to dig deeper into the motivations of
consumers, augmenting their insights and utilizing this data to drive market share.

As information around the world became more accessible, increased competition led
companies to demand more of market researchers. It was no longer sufficient to follow trends
in web behavior or track sales data; companies now needed access to consumer behavior
throughout the entire purchase process.This meant the Marketing Research Industry, again,

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needed to adapt to the rapidly changing needs of the marketplace, and to the demands of
companies looking fora competitive edge.

Today, marketing research has adapted to innovations in technology and the corresponding
ease with which information is available. B2B and B2C companies are working hard to stay
competitive and they now demand both quantitative (“What”) and qualitative (“Why?”)
marketing research in order to better understand their target audience and the motivations
behind customer behaviors.

This demand is driving marketing researchers to develop new platforms for interactive, two-
way communication between their firms and consumers. Mobile devices such as Smart
Phones are the best example of an emerging platform that enables businesses to connect with
their customers throughout the entire buying process. Innovative research firms, such
as OnResearch with their OnMobile app, are now providing businesses with the means to
reach consumers from the point of initial investigation through to the decision and, ultimately,
the purchase.

As personal mobile devices become more capable and widespread, the marketing research
industry will look to further capitalize on this trend. Mobile devices present the perfect
channel for research firms to retrieve immediate impressions from buyers and to provide their
clients with a holistic view of the consumers within their target markets, and beyond. Now,
more than ever, innovation is the key to success for Marketing Researchers. Marketing
Research Clients are beginning to demand highly personalized and specifically-focused
products from the marketing research firms; big data is great for identifying general market
segments, but is less capable of identifying key factors of niche markets, which now defines
the competitive edge companies are looking for in this mobile-digital age.

First, marketing research is systematic. Thus systematic planning is required at all the stages
of the marketing research process. The procedures followed at each stage are
methodologically sound, well documented, and, as much as possible, planned in advance.
Marketing research uses the scientific method in that data are collected and analyzed to test
prior notions or hypotheses. Experts in marketing research have shown that studies featuring
multiple and often competing hypotheses yield more meaningful results than those featuring
only one dominant hypothesis.

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Marketing research is objective. It attempts to provide accurate information that reflects a true
state of affairs. It should be conducted impartially. While research is always influenced by the
researcher's research philosophy, it should be free from the personal or political biases of the
researcher or the management. Research which is motivated by personal or political gain
involves a breach of professional standards. Such research is deliberately biased so as to result
in predetermined findings. The objective nature of marketing research underscores the
importance of ethical considerations. Also, researchers should always be objective with regard
to the selection of information to be featured in reference texts because such literature should
offer a comprehensive view on marketing. Research has shown, however, that many
marketing textbooks do not feature important principles in marketing research.

Marketing reseach in cipla

Market research is broader in scope and examines all aspects of a business environment. It
asks questions about competitors, market structure, government regulations, economic trends,
technological advances, and numerous other factors that make up the business environment
(see environmental scanning). Sometimes the term refers more particularly to the financial
analysis of companies, industries, or sectors. In this case, financial analysts usually carry out
the research and provide the results to investment advisors and potential investors.

Product research — This looks at what products can be produced with available technology,
and what new product innovations near-future technology can develop (see new product
development).

Advertising research - is a specialized form of marketing research conducted to improve the

efficacy of advertising. Copy testing, also known as "pre-testing," is a form of customized
research that predicts in-market performance of an ad before it airs, by analyzing audience
levels of attention, brand linkage, motivation, entertainment, and communication, as well as
breaking down the ad’s flow of attention and flow of emotion. Pre-testing is also used on ads
still in rough (ripomatic or animatic) form.

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Classification of research in cipla

Basically cipla, engage in marketing research for two reasons: firstly, to identify and,
secondly, to solve marketing problems. This distinction serves as a basis for classifying
marketing research into problem identification research and problem solving research.

Problem identification research is undertaken to help identify problems which are, perhaps,
not apparent on the surface and yet exist or are likely to arise in the future like company
image, market characteristics, sales analysis, short-range forecasting, long range forecasting,
and business trends research. Research of this type provides information about the marketing
environment and helps diagnose a problem. For example, the findings of problem solving
research are used in making decisions which will solve specific marketing problems.

The Stanford Research Institute, on the other hand, conducts an annual survey of consumers
that is used to classify persons into homogeneous groups for segmentation purposes.
The National Purchase Diary panel (NPD) maintains the largest diary panel in the United
States.

Standardized services are research studies conducted for different client firms but in a
standard way. For example, procedures for measuring advertising effectiveness have been
standardized so that the results can be compared across studies and evaluative norms can be
established. The Starch Readership Survey is the most widely used service for evaluating print
advertisements; another well-known service is the Gallup and Robinson Magazine Impact
Studies. These services are also sold on a syndicated basis.

Customized services offer a wide variety of marketing research services customized to suit a
client's specific needs. Each marketing research project is treated uniquely.

Limited-service suppliers specialize in one or a few phases of the marketing research project.
Services offered by such suppliers are classified as field services, coding and data entry, data
analysis, analytical services, and branded products. Field services collect data through the
internet, traditional mail, in-person, or telephone interviewing, and firms that specialize in
interviewing are called field service organizations. These organizations may range from small
proprietary organizations which operate locally to large multinational organizations with
WATS line interviewing facilities. Some organizations maintain extensive interviewing
facilities across the country for interviewing shoppers in malls.

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Coding and data entry services include editing completed questionnaires, developing a coding
scheme, and transcribing the data on to diskettes or magnetic tapes for input into the
computer. NRC Data Systems provides such services.

Analytical services include designing and pretesting questionnaires, determining the best
means of collecting data, designing sampling plans, and other aspects of the research design.
Some complex marketing research projects require knowledge of sophisticated procedures,
including specialized experimental designs, and analytical techniques such as conjoint
analysis and multidimensional scaling. This kind of expertise can be obtained from firms and
consultants specializing in analytical services.

Data analysis services are offered by firms, also known as tab houses, that specialize in
computer analysis of quantitative data such as those obtained in large surveys. Initially most
data analysis firms supplied only tabulations (frequency counts) and cross tabulations
(frequency counts that describe two or more variables simultaneously). With the proliferation
of software, many firms now have the capability to analyze their own data, but, data analysis
firms are still in demand]

Branded marketing research products and services are specialized data collection and analysis
procedures developed to address specific types of marketing research problems. These
procedures are patented, given brand names, and marketed like any other branded product.

Types of research followed by cipla

Marketing research techniques come in many forms, including:

Ad Tracking – periodic or continuous in-market research to monitor a brand’s performance

using measures such as brand awareness, brand preference, and product usage. (Young, 2005)

Advertising Research – used to predict copy testing or track the efficacy of advertisements for
any medium, measured by the ad’s ability to get attention (measured with AttentionTracking),
communicate the message, build the brand’s image, and motivate the consumer to purchase
the product or service. (Young, 2005)

Brand awareness research — the extent to which consumers can recall or recognize a brand
name or product name

Brand association research — what do consumers associate with the brand?

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Brand attribute research — what are the key traits that describe the brand promise?

Brand name testing - what do consumers feel about the names of the products?

Buyer decision making process— to determine what motivates people to buy and what
decision-making process they use; over the last decade, Neuromarketing emerged from the
convergence of neuroscience and marketing, aiming to understand consumer decision making
process

Commercial eye tracking research — examine advertisements, package designs, websites, etc.
by analyzing visual behavior of the consumer

Concept testing - to test the acceptance of a concept by target consumers

Coolhunting (also known as trendspotting) - to make observations and predictions in changes

of new or existing cultural trends in areas such as fashion, music, films, television, youth
culture and lifestyle

Copy testing – predicts in-market performance of an ad before it airs by analyzing audience

levels of attention, brand linkage, motivation, entertainment, and communication, as well as
breaking down the ad’s flow of attention and flow of emotion. (Young, p 213)

Customer satisfaction research - quantitative or qualitative studies that yields an

understanding of a customer's satisfaction with a transaction

Demand estimation — to determine the approximate level of demand for the product

Distribution channel audits — to assess distributors’ and retailers’ attitudes toward a

product, brand, or company

Internet strategic intelligence — searching for customer opinions in the Internet: chats,
forums, web pages, blogs... where people express freely about their experiences with
products, becoming strong opinion formers.

Marketing effectiveness and analytics — Building models and measuring results to determine
the effectiveness of individual marketing activities.

Mystery consumer or mystery shopping - An employee or representative of the market

research firm anonymously contacts a salesperson and indicates he or she is shopping for a

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product. The shopper then records the entire experience. This method is often used for quality
control or for researching competitors' products.

Positioning research — how does the target market see the brand relative to competitors? -
what does the brand stand for?

Price elasticity testing — to determine how sensitive customers are to price changes

Sales forecasting — to determine the expected level of sales given the level of demand.With
respect to other factors like Advertising expenditure, sales promotion etc.

Segmentation research - to determine the demographic, psychographic, cultural, and

behavioral characteristics of potential buyers

Online panel - a group of individual who accepted to respond to marketing research online

Store audit — to measure the sales of a product or product line at a statistically selected store
sample in order to determine market share, or to determine whether a retail store provides
adequate service

Test marketing — a small-scale product launch used to determine the likely acceptance of the
product when it is introduced into a wider market

Viral Marketing Research - refers to marketing research designed to estimate the probability
that specific communications will be transmitted throughout an individual's Social Network.
Estimates of Social Networking Potential (SNP) are combined with estimates of selling
effectiveness to estimate ROI on specific combinations of messages and media.

All of these forms of marketing research can be classified as either problem-identification

research or as problem-solving research.

There are two main sources of data — primary and secondary. Primary research is conducted
from scratch. It is original and collected to solve the problem in hand. Secondary research
already exists since it has been collected for other purposes. It is conducted on data published
previously and usually by someone else. Secondary research costs far less than primary
research, but seldom comes in a form that exactly meets the needs of the researcher.

A similar distinction exists between exploratory research and conclusive research. Exploratory
research provides insights into and comprehension of an issue or situation. It should draw

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definitive conclusions only with extreme caution. Conclusive research draws conclusions: the
results of the study can be generalized to the whole population.

Exploratory research is conducted to explore a problem to get some basic idea about the
solution at the preliminary stages of research. It may serve as the input to conclusive research.
Exploratory research information is collected by focus group interviews, reviewing literature
or books, discussing with experts, etc. This is unstructured and qualitative in nature. If a
secondary source of data is unable to serve the purpose, a convenience sample of small size
can be collected. Conclusive research is conducted to draw some conclusion about the
problem. It is essentially, structured and quantitative research, and the output of this research
is the input to management information systems (MIS).

Exploratory research is also conducted to simplify the findings of the conclusive or

descriptive research, if the findings are very hard to interpret for the marketing managers.

Methods

Methodologically, marketing research uses the following types of research designs:[8]

Based on questioning

Qualitative marketing research - generally used for exploratory purposes — small number of
respondents — not generalizable to the whole population — statistical significance and
confidence not calculated — examples include focus groups, in-depth interviews,
and projective techniques

Quantitative marketing research - generally used to draw conclusions — tests a

specific hypothesis - uses random sampling techniques so as to infer from the sample to the
population — involves a large number of respondents — examples
include surveys and questionnaires. Techniques include choice modelling, maximum
difference preference scaling, and covariance analysis.

Based on observations

Ethnographic studies — by nature qualitative, the researcher observes social phenomena in

their natural setting — observations can occur cross-sectionally (observations made at one
time) or longitudinally (observations occur over several time-periods) - examples include

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product-use analysis and computer cookie traces. See also Ethnography and Observational
techniques.

Experimental techniques - by nature quantitative, the researcher creates a quasi-artificial

environment to try to control spurious factors, then manipulates at least one of the
variables — examples include purchase laboratories and test markets

Researchers often use more than one research design. They may start with secondary research
to get background information, then conduct a focus group (qualitative research design) to
explore the issues. Finally they might do a full nationwide survey (quantitative research
design) in order to devise specific recommendations for the client.

Cipla’s Different Businesses in Pharmaceutical Industry

The pharmaceutical world is seeing significant shifts — towards biology-based medicine;

towards finding new value in old drugs, with blockbuster research output dwindling; and
towards prevention, wellness and self-care. Cipla - The top Indian pharmaceutical company,
launched Cipla New Ventures (CNV) last year, as its impact investment arm, to nurture and
build innovation-led business streams for Cipla, distinct from the mainstream business of
today and tomorrow.

Incubators of Growth

CNV has, over the past year, built up four independent and strong business streams, putting in
place specific capabilities and technologies while building a clear roadmap for each business.
Ranging across diverse and promising areas such as biologicals, small-molecule innovation,
consumer healthcare, and regenerative medicine, CNV’s investments are poised to shape the
future of Cipla.

CiplaBioTec – Driving disruptive impact in Biologics

Earlier this year MeditabSpecialities Private Limited, a wholly owned subsidiary of the
Company acquired 75% stake in Mabpharm Private Limited (‘Mabpharm’). Mabpharm has
now become a 100% subsidiary of the Company. CiplaBioTec (formerly Mabpharm) focuses
on research, development, manufacturing and marketing of biosimilars, in the fields of cancer,
auto-immune diseases, respiratory diseases and diabetes. Through innovative technology and
go-to-market solutions, it aims to create a transformational impact in the way these can help.

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CipTec Discovery Engine – the small-molecule innovation engine – finds
new value in old drugs

Cipla believes that the potential of currently used drugs is not fully exploited, and with smart
delivery technology and modern repurposing tools available today, new value can be created
that will enhance the patient experience. Towards this, the CipTec Discovery Engine (DE)
was envisaged as the small-molecule innovation engine of Cipla. Today, the CipTec DE
pipeline consists of exciting early stage ideas in Central Nervous System (CNS) and oncology
therapies, including a strategic investment in the US-based R&D Company, Chase
Pharmaceuticals during the previous year. Chase Pharmaceuticals has two lead assets in the
pipeline for the treatment of patients with Alzheimer’s disease, of which the first, CPC-201,
has progressed to Phase II trials which are expected to be completed over the following year.
CipTec continues to focus on developing and extending its pipeline, partnering with other
innovators on medically and commercially attractive opportunities

Cipla Consumer Healthcare – a Cipla initiative towards improving the lives

of Indian consumers

Through Cipla Consumer Healthcare (CHC), Cipla has entered the rapidly growing over-the-
counter (OTC) healthcare market in India. The vision is to improve the lives of Indian
consumers, making full use of Cipla’s strengths in bringing good science to good medicine,
while also leveraging its market outreach and equity with the Indian healthcare system. The
business will focus on opportunities arising from the shift towards wellness and self-care.

Stempeutics – a first in innovative regenerative medicine in India

Stempeutics Research is a group company of Manipal Education and Medical Group and a
Joint Venture with Cipla Group. This year, Stempeutics Research, got its novel pool
technology patent granted in the USA as well as an Advanced Therapy Medicinal Product
(‘ATMP’) classification from the European Medicines Agency for its lead product,
Stempeucel, for the treatment of various indications including Buerger’s disease, critical limb
ischemia and osteoarthritis. Stempeutics has also received its first commercial approval for
Stempeucare - for cosmetic applications in India.

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Marketing Mix OfCipla – Cipla Marketing Mix

ciplais a multinational company of Indian origin who is associated with biotechnology and
pharmaceutical industry. It is a public company and was formed in the year 1935 by its
founder Dr K.A Hamied. The company serves globally through it’s headquartered in Mumbai.
In terms of market value, it ranks at 42nd position in India. Cipla uses knowledge
and technology to develop life-saving drugs and it has made a commitment to provide
medicines at affordable rates. BrandCipla has done a commendable job of making medicines
accessible for cancer patients. Some of its competitors are as follows-

 Ranbaxy Labs
 Lupin
 Dr Reddy’s Laboratories
 Sun Pharmaceuticals

Product in the Marketing Mix Of Cipla :

Cipla has the largest product kitty in India and its product range is vast and varied. It includes
1500 products for therapeutic segments and nearly sixty dosage-forms. The company provides
services like commissioning, plant engineering, consulting and technical know-how support
and transfer. It is the first to manufacture oral iron chelator in the world. Some of its products
include-

Active Pharmaceutical ingredients- It is largest exporter of high-quality and low-cost APIs in

global market and some vital intermediates and bulk drugs are Albendazole USP,
AdefovirDipropyl

OTC- Portfolio related to over-the-counter drugs include the artificial sweetener, cosmetics
and skin care, food supplements, child care, constipation, cold & flu, dental care, medicated
plasters, infant food, indigestion and medicated shampoos. It also has a product division for
animal health-care and this is dedicated to poultry, equine, livestock animal products and
companion animals

Prescription- Some of it includes anti-inflammatory drugs, anti-acne drugs, anti-asthma drugs,

anti-allergic drugs, antibiotics and anabolic steroids

Fragrance- It is manufacturer of various flavours that are used in beverages and food items

40 | P a g e
SWOT Analysis of Cipla

Cipla Limited manufactures and markets prescription drugs, active pharmaceutical ingredients
(API) and veterinary products. Cipla generated an increase of 20 percent year-on-year in
revenue in the FY 2016. The company is headquartered in Mumbai, India and has strong
R&D and manufacturing facilities in India.

Strengths in the SWOT Analysis of Cipla :

Strong R&D: Cipla has focused on developing new products as well as on improving drug
delivery systems and expanding product applications. Cipla has set up strong Research
and Developmentdepartment for the same. The strong R&D facilities are well supported by
many manufacturing plants across the cities.

The wide range of Products: Cipla has a broad product portfolio includes APIs and
formulations for humans and animal healthcare products. Cipla has over 2000 products in
over 65 categories and is constantly looking for expansion of its product portfolio.

Social and technological initiatives: Cipla provides and supports to cancer patients by
providing them low-cost medicines and it also initiated a “No touch Breast Scan” which is a
step forward to screening technology in India.

Well recognised by various regulatory authorities: Cipla’s products are well recognised by
regulatory authorities of India, USA, Germany and the UK etc. this provides credibility to the
products of Cipla.

Weaknesses in the SWOT Analysis of Cipla :

Lack of significant presence in developed countries: India is Cipla’s major market for
revenue generation. Although, Cipla has the presence in over 100 other countries but it has
low significance in other developed markets and hence is highly dependent on the Indian
market.

Negative campaigning: AIDS healthcare foundation had challenged Cipla over pricing of its
drug for AIDS, which keep the drugs out of reach of many in need. This brought a negative
publicity for Cipla.

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Limited market share: High competition from local as well as multinational pharmaceutical
companies limits market share for Cipla and doesn’t allow rapid growth.

Opportunities in the SWOT Analysis of Cipla :

Strategic Expansion: In the recent past, Cipla has been expanding its business through
initiatives such as investments, partnerships and acquisitions in India as well as in
the international market. For instance, Cipla invested in a biotech manufacturing facility in
South Africa. It also acquired InvaGen pharmaceuticals in the USA etc.

Treatment of HIV: Cipla offers a wide range of ARV products through C-GA for the
treatment of HIV/AIDS in both children and adults. The growing number of patients can be
provided cure by Cipla’s medicines.

Grow in Emerging markets: Cipla should look forward to growing in emerging markets,
especially places where medical infrastructure is improving and hence pharmaceutical is also
expected to grow.

Threat in the SWOT Analysis of Cipla :

Drug Pricing control methods in India: Governments have influence over pricing of a drug
through national health organisations. In India, a new pricing policy under Drug price control
has been proposed which can have a negative impact on the industry. Changes in pricing
policy affect pharmaceutical companies.

Intense competition in generics industry: There is intense competition in the Indian

generics industry from major competitors such as Lupin, Sun Pharma etc. This affects growth
potential as well as limits the market share for Cipla.

Fluctuation in Exchange rates: Any changes in the exchange rates affect the company’s
financial agreement with other countries and thus can affect profitability

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CHAPTER 4
Data Analysis
METHODS &TECHNIQUES OF
DATA ANALYSIS

Data Analysis Concept

Data analysis is a practice in which raw data is ordered and organized so that useful
information can be extracted from it. The process of organizing and thinking about data is key
to understanding what the data does and does not contain. There are a variety of ways in
which people can approach data analysis, and it is notoriously easy to manipulate data during
the analysis phase to push certain conclusions or agendas. For this reason, it is important to
pay attention when data analysis is presented, and to think critically about the data and the
conclusions which were drawn.

Raw data can take a variety of forms, including measurements, survey responses, and
observations. In its raw form, this information can be incredibly useful, but also
overwhelming. Over the course of the data analysis process, the raw data is ordered in a way
which will be useful. For example, survey results may be tallied, so that people can see at a
glance how many people answered the survey, and how people responded to specific
questions.

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In the course of organizing the data, trends often emerge; modeling the data with the use of
mathematics and other tools can sometimes exaggerate such points of interest in the data,
making them easier for the researcher to see. Charts, graphs, and textual writeups of data are
all forms of data analysis. These methods are designed to refine and distill the data so that
readers can glean interesting information without needing to sort through all of the data on
their own.

Data Analysis process

Once the necessary data collected, the next task is to aggregate the data in a meaningful
manner. A number of tables are prepared to bring out the main characteristics of the data. The
researcher should have a well thought out framework for processing and analyzing data, and
this should be done prior to the collection.

It includes the following activities:

I.Editing
The first task in data processing is the editing. Editing is the process of examining
errors and omissions in the collected data and making necessary corrections in the
same.
II.Coding
Coding is necessary to carry out the subsequent operations of tabulating and analyzing
data. If coding is not done, it will not be possible to reduce a large number of
heterogeneous data into meaningful categories with the result that the analysis of data
would be weak and ineffective, and without proper focus.

III.Tabulation
Tabulation comprises sorting of the data into different categories and counting the
number of cases that belong to each category. This is also called universal tabulation.
The analysis based on just one variable is obviously meager. Where two or more
variables are involved in tabulation, it is called vicariate or multivariate tabulation. .

44 | P a g e
 DETAIL ANALYSIS
OBJECTIVE 1: NMB Molecule Practiced by Doctors

In the process of market survey, the first thing to determine was to find out the Neuromuscular
Blocker (NMB) preferred by the doctors in their clinical practice. Out of those visited, the
information has been collected and it has been noticed that though most of the Doctors
preferred one or more available NMB molecule.

Hence, in order to find out the actual figure for the preference of the available NMB, the
criteria has been set to find out the actual preference of the NMB by doctors.

This is done by maintaining the criteria for NMB preference by doctors, if the percentage of
consumption of the particular molecule is 50 % or more than only it is counted in the
following chart:

Preference of NMB in Clinical Practice

16%

19% Atracurium

65% Vecuronium

Rocuronium

Chart 1: Most Commonly Prefered NMB agent in Clinical Practice

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INFERENCE

65% of doctors Preferred Atracurim than any other available molecule and their
percentage of consumption ranged above 50% to 90%, some of them were using 100%
only Atracurium

The 2nd and 3rd preference by doctors were consecutively Vecuronium and Rocuronium,
with 19% and 16% respectively

Other molecules, like Pancuronium& Succinylcholine too stand in the preferred list of
molecules but their percentage of consumption is too less to be considered in the above
chart.

Preference Of NMB in Clinical Practice

( Jaipur Region)

9%

Atracurium
33%
58% Vecuronium

Rocuronium

Chart 2: Preference of NMB in Clinical Practice (jaipur Region)

INFERENCE

From the above chart, it is quite obvious that Atracurium is the most preferred molecule
in both jaipur& Mumbai Region.

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 But, another fact noticed here is that Rocuronium is the 2nd best preferred and consumed
in Mumbai, while it is Vecuronium in the case of jaipur.

OBJECTIVE 2: Characteristics doctors prefer in an ideal NMB

In the process of marketing survey, the most important task was to gather the information
regarding the characteristics which doctors expect in an ideal Neuromuscular Blocker (NMB).
For this a set of characteristics was prepared and while interaction with doctors, they were
asked to number them in accordance to their preference which they consider most important in
the NMB.

After the detailed analysis of the information collected, the following table has been tabulated
to form the facts desired:

Table 1: Percentage of Doctors and their Preference (Mumbai Region)

Preference of Characterstics
in an ideal NMB 1 2 3 4 5
Onset of Action 35% 30% 13% 13% 9%

Duration of Action - 9% 17% 48% 26%

Safety 52% 39% 5% 4% -

Recovery Time 9% 13% 52% 13% 13%

Potency 4% 9% 13% 22% 52%

With respect to above table it can be concluded that, in Mumbai doctors prefer the following
characteristics in an ideal NMB.

(The list given below is in ascending order)

1. Safety
2. Onset Of Action
3. Recovery Time
4. Duration of Action
5. Potency

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Table 2: Percentage of Doctors and their Preference (Pune Region)
Preference of Characterstics
in an ideal NMB 1 2 3 4 5
Onset of Action 14% 36% 7% 29% 14%

Duration of Action 7% 29% 43% 14% 7%

Safety 79% 14% 7% - -

Recovery Time - - 29% 50% 21%

Potency - 22% 14% 7% 57%

With respect to above table it can be concluded that, in Pune doctors prefer the following
characteristics in an ideal NMB.

(The list given below is in ascending order)

1. Safety
2. Onset Of Action
3. Duration of Action
4. Recovery Time
5. Potency

INFERENCE

From the data collected, it can be easily figured out that Safety is the most important
characteristics that doctors seek in any molecule, while Potency is the least important
characteristics in the list.
But, there is variation in the sequence of preference of the characteristics in an ideal
NMB in Mumbai and Pune area
Considering the above facts now the data is further compiled and analyzed to get a real
picture of the preference.

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Table 3: Overall % of Doctors and their Preference of Characteristics
Preference of Characterstics
in an ideal NMB 1 2 3 4 5
Onset of Action 27% 32% 11% 19% 11%

Duration of Action 3% 16% 27% 35% 19%

Safety 62% 30% 5% 3% -

Recovery 5% 8% 44% 27% 16%

Potency 3% 13% 14% 16% 54%

With respect to above table it can be concluded that, doctors prefer the following
characteristics in an ideal NMB (the list given below is in ascending order):

1. Safety
2. Onset Of Action
3. Recovery Time
4. Duration of Action
5. Potency

On compilation of entire sample size, it is now clear that Safety is the most important element
in the molecule which doctors values most, followed by Onset of action, Recovery Time,
Duration of Action and last Potency.

Out of the whole sample size, 62% of the sample space considers ‘Safety’ to be most ideal
characteristics in NMB.

OBJECTIVE 3: Parameters that best describes the NMB Molecule

The five characteristics that make a molecule an ideal NMB are: Safety, Onset of action,
Recovery time, Duration of action & Potency. Now, another task in the survey is out of these
characteristics which characteristics best describes the available NMB molecule.

For this, simple survey technique of multiple choices has been adapted and after the detailed
analysis of the collected data following output has been derived:

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 Chart 3: Overall % of doctors supporting NMB with its best attribute

INFERENCE

From the above chart the positioning of the molecules can be easily derived.

While considering the Safety aspect of NMB, 42% doctors consider Atracurium as the
safest NMB followed by Vecuronium&Rocuronium.
47% of doctors are with Succinylcholine & 44% of doctors are with Rocuronium, in
terms of onset of action.
In terms of recovery time, 67% of doctors consider Atracurium the best neuromuscular
agent.
With the 42% of doctors supporting Rocuronium, it is considered the most potent NMB
agent.

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 Most interesting fact came in the study is that, before the launch of Cisatracurium- it has
positioned itself as the safe molecule and also holds a position with good recovery
time.

OBJECTIVE 4: Preference of NMB with following Parameters

Though preference of molecule in GA procedures has been determined earlier, it is evident to

find out whether the use of that molecule is independent of surgery duration or not. Hence, the
parameter has been set to find out the desired facts.

All the surgery procedure has been classified into three parts:

- < 30 minutes
- 30 - 60 minutes
- > 60 minutes

In the process of survey, further remarks were collected from doctors for the use of the
molecule. Though no. of vials used for the single surgical procedure couldn’t be determined.

Atracurium is the most commonly used molecule in less than < 30 minutes surgery
procedure.
Vecuronium is the least preferred molecule with the above parameters.

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 > 60 minutes Surgery Procedure
Pancuronium
3%

Atracurium
32%
Rocuronium
39%

Vecuronium
26%

Chart 4: Preference of NMB in >60 minutes GA procedures

INFERENCE

From the above chart, it is evident that 87% doctors prefer Atracurium in <30 minute
surgery while only 58% doctors prefer Atracurium in 30-60 min. surgery procedure.
But, the percentage is quiet low in case of >60 minute surgery. Only 32% doctors prefer
Atracurium in long surgery procedure.
The positioning of Rocuronium is best in terms of long surgery procedures with an hour
or more than that. 39% of doctors prefer Rocuronium over other molecule in >60
minute surgery procedures.
Vecuronium is the second most preferred molecule in the 30-60 minutes surgery
procedure.
Though Pancuronium is very less in clinical practice these days. But still 13% of doctors
prefer it in 30-60 minutes procedures.
From the above facts, it is quite clear that choice of NMB in GA is also dependent of the
surgery duration.

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Remarks Sited by Doctors for their Preference of NMB

Succinylcholine

Recovery is complete & good

Pancuronium

Longer acting

Rocuronium

Duration
Safe
Better relaxant
No repetition
Longer duration of action

Atracurium

Short Acting, Less recovery time

Short duration & safe
Early and easy Recovery
No histamine release
Best for kidney & liver dysfunction, renal disease
Ultra short acting &self reversal
Good relaxation &cardiostable
Only short acting muscle relaxant available
No residual blockade
Recovery is good
Alter the duration by using in DIP
Adaptable for any duration
Can be used for intubation

Vecuronium

No cardiac effect
Longer duration of action
Intermediate acting
Cardiostable& Potent NMB agent
Top ups needed after some reasonable period
Potency & Safety

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OBJECTIVE 5: Use of Reversal Agent

Doctors use the reversal agent in all the cases, has been the common belief for years. Hence,
in order to determine the actual fact regarding this it is essential to directly interact with
doctors and collect the needful information. What has been basic motive behind using the
reversal agent?

With all such questions, after the analysis correct fact and figure has been derived:

Note: - In terms of Cisatracurium, most of the doctors resisted in providing opinions about it
since they weren’t using it. Hence, total sample size is only 16 in the case of Cisatracurium.
Out of which, 63% of doctors believed it don’t any reversal agent.

Reasons for the Need of Reversal Agent as mentioned by Doctors

The patient should be reversed even though it is a self reversal agent, to rule out
residual blockade if any.
There has been common belief that, reverse all patients.
Used to be sure of reversal

Hoffman’s elimination
Just as a safety, major though not mandatory
Cannot avoid reversal

Major findings from the above analysis and chart can be concluded as: -

79% of doctors have a belief that a patient must be reversed, even though if it is a self
reversal agent.

Though, it is not true in the case of Succinylcholine, 92% don’t use any reversal agent
with it.
Compared to Rocuronium&Vecuronium, Atracurium has better positioning as self
reversal agent as only 76% of doctors use reversal if Atracurium has been used in GA.

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Rocuronium&Vecuronium stands at similar situation having 84% doctors using reversal
while used in GA.
Most important concept in the analysis came out as, Cisatracurium is considered as self
reversal agent as likes of Succinylcholine.
63% doctors believe it doesn’t need any reversal.

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OBJECTIVE 6: Determination of Intubation & Maintenance NMB

In the process of marketing survey, it is essential to determine whether doctors prefer the same
Neuromuscular Blocking Agent for intubation as well as in maintenance. The main purpose of
finding this is to know whether doctors use different combination of drugs in surgical
procedure. If yes, what possible combination they follow.

In the course of analysis, it came to notice that not all the doctors use different combination of
molecule. Mostly, the surgery is initiated by using Succinylcholine in intubation and followed
by any other available NMB agent. The finding of analysis is as:

24%
Different NMB

76%
Same NMB Agent

0% 10% 20% 30% 40% 50% 60% 70% 80%

% of Doctors Using Same NMB

Chart 5: Percentage of Doctors using same relaxant in GA procedures

Since, percentage of doctors using the different NMB molecule in intubation and maintenance
is very low but most of doctors still mix the molecule as per the patient norms. Mostly, it
depends on the type of surgery and the criticality of the case. Availability of molecule also
influences the decision of using the same NMB agent in intubation as well as in maintenance.

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Different Combination of NMB which doctors prefer:
Succinylcholine  Atracurium/Vecuronium/Rocuronium/Pancuronium

Rocuronium  Atracurium

Atracurim  Vecuronium

Vecuronium  Atracurium
From the above facts & feedbacks collected in research process, it can be said mostly
Succinylcholine is used in intubation and continued by any of the muscle relaxant available or
the muscle relaxant of their choice. But, as the above chart shows 76% doctors don’t mix the
molecules in surgery procedures. If Atracurium/Rocuronium is used in intubation than it is
followed by same molecule in maintenance. Only in few cases, Rocuronium is followed by
Atracurium&Atracurium is followed by Vecuronium

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OBJECTIVE 7: Most Vital Characteristics of Cisatracurium

One of the most important information needed to conceptualize is to determine, what is the
most vital characteristics of the Cisatracurium? The options for this question were:

a. More potent than available NMB agents

b. Less risk associated with the molecule
c. Very less histamine release than Atracurium
d. Among other intermediate acting NMB, it has slower onset of action

Among the choices, the doctors supported for the following choices which according to them
are vital characteristics of the molecule.

A. Only a
B. Only b
C. Only c
D. Both b & c
E. All the three(a, b & c)
F. All the choices(a, b, c & d)OBJECTIVE 8: Ideal Condition for use of Cisatracurium
With the most vital characteristics of Cisatracurium known to us, thus it is evident to find out
the target market in which it would function smoothly. Hence, it is necessary to find out the
ideal condition for use of Cisatracurium. For this purpose, the GA procedure has been
segmented into three categories:

a. All the GA procedures with duration below 30 min.

b. All the GA procedures with duration between 30-60 min
c. All the GA procedures with above 60 min.

Though, given with only three choices most of the doctors considered Cisatracurium to be
used in all GA procedures. The final analyses of this research concluded with the following
findings:

A. Only a
B. Only b
C. Both a & b
D. Both b & c
E. All of the GA procedures (a, b & c)

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INFERENCE

From the chart above, it can be derived that:-

- 41% of doctors out of total sample size, thinks Cisatracurium can be used in all GA
procedures.
- 24% of doctors feel it will be useful only in GA procedures below 30 minutes of
surgery duration.
- Rest all has the mix opinion about Cisatracurium.
- One of the major findings, from the above analysis is that majority of doctors feel it
can be used in all the GA procedures.

Though, Cisatracurium is yet to be launched in India. Hence the initial opinion about the
molecule has positive response from doctors. Some of doctors consider that Cisatracurium is
more useful in Kidney disease patients. One of the other positioning characteristics of
Cisatracurium came in research process is that, few doctors has belief that Cisatracurium may
not require reversal agent as complete recovery is possible out of it.

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 CHAPTER 5
Findings, Conclusion
And Suggestions
INTERPRETAION

Cipla Lab’s strength is in its differentiation. Its strength in differentiation comes from the
immense diversity of products the company offers that are considered innovative and unique
compared to products made by competitors. Cipla Labs produces pharmaceutical, medical,
and nutritional products. They are the leading innovators in anesthetics, and diabetes care.

Cipla’s financial performance is consistent with its mission, objectives, and organizational
environment. The company’s vision is “Always at the forefront, always first choice,” and the
company embraces the idea of “focusing on a culture of continuous improvement and a
dedication towards organizational excellence”. This includes the improvement of employees,
products, and the company as a whole. Cipla’s greatest differentiator is in the diverse mix of
their business portfolio. Cipla’s broad line of products and the success of their employees is
what contribute to such high numbers, as well as the company’s ability to produce what
people need throughout the world, medically, pharmaceutically, and nutritionally.

The industry is changing fast. To survive and to prosper involves managing drug pipelines –
as drugs come off patents they no longer bring in enough revenues and must be replaced
quickly by other drugs with durable patents. This means that the companies have to think
ahead, something that sounds easy but involves great risks. Huge sums must be invested in
uncertain in-house research and development and/or must go toward mergers and acquisitions
with other promising companies. Strategic alliances can be used to augment opportunities as
well. As companies develop their new pipelines, they must be mindful of changes caused by

60 | P a g e
regulations and deregulations in countries all over the globe. The global competitive
environment creates challenges and opportunities for the companies – with equal importance
for the communities in which they reside.

This research offers no new insights into what it takes to build a viable new product launch
but it surely underlines two facts – that it is worth doing in Indian market and that it will
involve retaining and attracting more market share with financial boost that need to take
sizeable financial risks.

FINDINGS FROM THE RESEARCH

An important facet of research is “the analysis and positioning of available Neuromuscular

Blocker (NMB), and discuss opinion about the Cisatracurium before the launch in the Indian
market”. Cisatracurium has been available in International market for years, but the
availability of the new molecule in India solely depends on the Cipla Laboratories. Since,
Cisatracurium is licensed to use by Cipla Laboratories.

In terms of the new molecule Cisatracurium, Cipla holds monopoly in the market. But, it is
essential to study the detailed performance of available muscle relaxant in the market, in the
NMB category. This would determine the clinical positioning of Cisatracurium.

From the research, it has been figured out that ‘Safety’ is the most important
characteristics that individual seek in a NMB agent.
Atracurium has been in the top of the list in their clinical practice in any GA procedures,
followed by Rocuronium and Vecuronium. This creates a good market for
Cisatracurium, since most of the doctors consider it as one of the safest molecule in the
NMB category.
Apart from this, use of reversal agent in GA procedure has been very often or common.
Though, the main reason cited for the need to use reversal has been that, 79% of
doctors believe the patient must be reversed.
But, it is not true for all the molecules. In terms of Succinylcholine, 92% doctors believe
it doesn’t need any reversal, as it is considered as self- reversal agent. 63% of doctors

61 | P a g e
 have similar belief about Cisatracurium, which gives it competitive advantage over
available NMB agents.
While considering the distribution of GA procedures, it has been found that Atracurium
dominates the market share when it comes to below 30 minutes surgery or 30 – 60
minutes surgery.
But more than 60 minutes surgery is controlled by nearly equal market share of
Vecuronium, Rocuronium&Atracurium. Where, Rocuronium has edge over the other
two.
From the above analysis it is evident that Atracurium is the most preferred molecule by
doctors and also holds larger market share than other competitors.

CONCLUSION

The pharmaceutical industry currently represents a highly competitive environment.

Pharmaceutical companies have to operate in a highly regulated environment; the degree of
regulation to a significant extent depends on the country and type of the product. One of the
most important aspects of government regulation for pharmaceutical companies is price
regulation, and different countries have different policies on this issue. As the result of price
control, prices of the same products can significantly differ in different countries.

Cipla Laboratories has been enjoying the long run of its monotonous market in terms of its
product Sevorane. With the new product launch, Cisatracurium it wouldn’t be wrong to say
that company will enjoy the similar situation, if price being the competitive factor.

With the Atracurium occupying the maximum market shares in NMB category, it would be
easy to be replaced by Cisatracurium. Since, it is one of the 10 isomers of original molecule
atracuriumbesylate. Prior to its launch and clinical use Cisatracurium has been well positioned
as self reversal agent. Hence, it has good positioning in terms of need of reversal agent.
Cisatracurium being one of the safest molecule in the NMB category, it can pick up in the
market quiet well. As in the research it has been found that ‘safety’ is the most important
characteristics that doctor seek in an ideal NMB. Apart from this, majority of doctors has a
belief that it would be essential for all GA procedures.

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Hence, it can be considered that the market condition and initial opinion about the product is
ideal for the launch of Cisatracurium.

SUGGETIONS
The main challenges for drug companies come from four areas. First, they must deal with
competition from within and without. Second, they must manage within a world of price
controls that dictate a wide range of prices from place to place. Third, companies must be
constantly on guard for patent violations and seek legal protection in new and growing global
markets. Finally, they must manage their product pipelines so that patent expirations do not
leave them without protection for their investment.

Lastly, in terms of Cisatracurium the market development is essential which would help the
company in creating increased market share. For this purpose Cipla India Ltd. should focus on
following:

Cisatracurium being one of the 10 isomers of original molecule atracuriumbesylate; it

should be market as that way. Its advantages over Atracurium should be counted in its
marketing strategy.
There is a need of self reversal agent in the NMB category, since the Succinylcholine is
only muscle relaxant available hence Cisatracurium should be positioned as self
reversal agent. Most of the individual already believe that it doesn’t need any reversal.

‘Safety’ and ‘Onset of action’ are two most vital characteristics for an ideal NMB which
doctors prefer and Cisatracurium is considered to possess both characteristics. Thus, it
should be counted in the marketing strategy of the product.
Cisatracurium is considered to perform better in Kidney & Renal patients. Thus, this
market should be targeted prior to expansion of any other area.

Cipla Labs’ should launch it India with price being competitive. It will be the best
molecule available in market so if priced competitively it will be picked up like
anything.

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 CHAPTER 6
Appendix & Bibliography
Marketing Research (Sample Questionnaire)

Objective: To understand the Neuro Muscular Blocker (NMB) market & develop the medical
positioning for Cis-Atracurium

Name:
Hospital Name:
E-mail: Ph
No.:

1. Kindly mention the NMBs that you use in your clinical practice and the % of GA
procedures in which they are used?
NMB Molecule Name Percentage of Consumption
Atracurium
Pancuronium
Vecuronium
Rocuronium
Succinylcholine

2. What are the characteristics you expect to be in an ideal Neuromuscular Blocker (NMB)?
Put the numbering as per your preference.
Parameters Preference
Onset of action
Duration of action
Safety
Recovery time
Potency

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3. Among the given parameters, which parameter you consider, best defines the below
mentioned NMB? (Kindly mark only one molecule with [√ ], against each parameter)
Neuromuscular Onset of Duration of Recovery
Blocker Agents Action Action Time Safety Potency

Atracurium
Vecuronium

Rocuronium
Succinylcholine
Cisatracurium
Pancuronium
4. Kindly mention the dosage protocol you follow for each of the following NMB agents.
Intubation Maintenance 1st maintenance 2nd maintenance
NMB (mg/kg) (mg/kg) (Time in min) (Time in min)
Atracurium
Vecuronium
Rocuronium
Succinylcholine
Cisatracurium
Pancuronium
5. Under the following parameters, what is your preference of the NMB molecule? Mention
the quantity of the molecule used along with the reason for the choice.
Surgery NMB Agent Quantity Used in single Procedure Reason for the
Duration Preference No. of Vials Strength Choice

<30 minutes

30-60
minutes
>60 minutes

6. Do you need to use the ‘Reversal agent’ with the following NMB molecules? If yes, What
is the percentage of surgery procedure in which you have to use ‘reversal agent’? Also
give the remarks for its need of use.
Reversal Agent? What % of Procedures?
NMB Agents Remarks if any?
Yes No
Atracurium
Vecuronium
Rocuronium

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 Succinylcholine
Cisatracurium
Pancuronium

7. Do you use the same agent for intubation and maintenance of neuro muscular blockade? If
No, what are the different combinations of NMBs that you use clinically?
Intubation NMB Maintenance NMB % of procedures?

8. According to you, which of the following is the most vital characteristic of the
Cisatracurium?

a. More potent than available NMB agents

b. Less risk associated with the molecule
c. Very Less histamine release than Atracurium
d. Among other intermediate acting NMB, it has slower onset of time

9. Considering the above advantages, which of the following will be the ideal condition for
the use of Cisatracurium?
a. All the GA procedures with duration below 30 min
b. All the GA procedures with duration between 30 – 60 min
c. All the GA procedures with duration above 60 min

Date: - Signature

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 Abbreviations
NMB: Neuro Muscular Blocker

GA: General Anaesthesia

R & D: Research and Development

ABT[NYSE]: CIPLA[New York Stock Exchange]

E.E.S.: Erythromycin Ethylsuccinate

FTC: Federal Trade Commission

FDA: Food and Drug Administration

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 5Bibliography
Reference Books

Marketing Management, Philip Kotler 14th Edition

Research Methodology, C. R. Kothari Second Edition

Strategic Marketing Management, Richard M. S. Wilson, 3rd Edition

Medical Journals

Clinical Literatures

Website References

 www.generalanaesthesia.info
 www.drugs.com
 www.wiki-meds.com
 www.druglib.com
 en.wikipedia.org
 www.Cipla.co.in
 www.Cipla.com

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