Kishan Kumar completed a summer internship project at Ranbaxy Laboratories Limited to study the market potential of multi-vitamins and the antibiotic cefexime. The project involved two tasks - understanding doctors' perceptions when prescribing multi-vitamins and cefexime, and analyzing the market potential of these products when sold over-the-counter versus through prescriptions. Kumar conducted surveys of doctors and retailers to gather data for the analysis. The goal of the project was to help Ranbaxy better understand opportunities in these therapeutic areas.

1. To Study the Market Potential of Multi-Vitamin (both OTC
& Prescription Driven)
&
Antibiotic (Cefexime).
SIP project report submitted in partial fulfillment of the requirements for the PGDM
program.
By: Kishan Kumar
2010096
Supervisors: 1. Company Guide: Mr. Pradeep Sachdeva
2. Faculty Guide: Prof. Rajkumar Phatate
Institute of Management Technology, Nagpur.
2010-12
1

2. Acknowledgements
I take this opportunity to acknowledge and express my gratitude towards some of the most
eminent people whose presence is noteworthy & seminal in giving me a grand opportunity to
associate myself with an esteemed organization like Ranbaxy Laboratories Limited.
I am grateful to Mr. Pradeep Sachdeva, Sales Manager-Pharma at Ranbaxy Laboratories
Limited for entrusting upon me confidence and providing me a chance to get an on-the-job
experience in the various fields of Marketing.
I am thankful to him for his endeavour towards providing continuous guidance to help build
an understanding of the practical aspects of the work, gain knowledge & valuable
experiences. I am grateful to him for his outreaching support and helping to build a
motivating work environment and inculcating a feeling of constantly striving to achieve
higher goals.
His enterprising, dynamic, forward-looking, radical approach provides an opportunity to
work under an accomplished mentor like him to inculcate and instil valuable talent.
I consider my nearly two months Summer Internship at Ranbaxy Lab. Ltd. to be a crucial
learning period. I am deeply indebted to all the supervisors for providing all the support when
necessary.
I am also thankful to Faculty Mentors Prof. Rajkumar Phatate for their helpful nature and
valuable guidance provided time and again. Their suggestions have been instrumental in
building the foundation for the draft report.
Finally, I would like to extend my sincere gratitude to all the involved persons in this project
namely, Mr Rajeev Verma (Regional Manager), Mr. Kulmeet Singh (District Manger)
and Mr. Bambam Kumar Jha. Without your willingness, suggestions and insights, this
project would not have been completed.
KISHAN KUMAR
2010096
PGDM-Marketing & Operations
Institute of Management Technology, Nagpur
2

3. 3

4. TABLE OF CONTENTS
SL No. Topic Page No.
1 Acknowledgement 2
2 Certificate 3
3 Executive Summary 5
4 Introduction to Pharmaceutical Industry 6
5 Major Pharmaceutical Companies in India 10
6 Government Initiatives and Investments 11
7 The Changing Perception 13
8 Emerging Trend 14
9 Challenges and Future Growth 16
10 Introduction to Projects 18
11 Objective of Study 19
12 Description of the concepts introduced in the 20
study
13 About Ranbaxy 21
14 Task 1 : Doctors perception while prescribing 29
Multi-Vitamin and Anti-Biotic- Cefexime.
15 Task 2: Market Potential of Multi-Vitamin and 34
Antibiotics – Cefexim (OTC and Prescription
driven)
16 Bibliography 45
4

5. Executive Summary
The summer training that we do is to get an experience of how the corporate world functions
and how the theory is different from the practical aspects of the industry. For the same
purpose I got an opportunity for my training at Ranbaxy Lab Ltd in Pharma Division in
Marketing Department.
There were two projects that were completed by me :-
1.) Doctors perception while prescribing Multi-Vitamin and Anti-Biotic- Cefexime.
In this project was to find out what doctors think in a patient and in a
medicine, before they prescribe it to a patient. First I was to select the appropriate
research method, which was taken up as survey method through filling up of
questionnaires by doctors. To start with I visited a few doctors in advance to collect all
the factors upon which I have to search upon and to learn about all the constraints I can
face up at the time of research.
2.) Market Potential of Multi-Vitamin and Anti-Biotics – Cefexim (OTC and
Prescription driven)
In this project I was to look into sales pattern of products of Ranbaxy and other
competing firms like, FDC, Glaxo SmithKlin, Nicholas, Intas, Mankind to name a few.
This time I was to make questionnaire for retailers to get their support for my study. But
here the main consideration I was to look in was the mood swings of a sample.
5

6. Introduction to Pharmaceuticals Industry
Introduction
The Indian pharmaceutical industry currently tops the chart amongst India's science-based
industries with wide ranging capabilities in the complex field of drug manufacture and
technology. A highly organized sector, the Indian pharmaceutical industry is estimated to be
worth $ 4.5 billion, growing at about 8 to 9 percent annually. It ranks very high amongst all
the third world countries, in terms of technology, quality and the vast range of medicines that
are manufactured. It ranges from simple headache pills to sophisticated antibiotics and
complex cardiac compounds, almost every type of medicine is now made in the Indian
pharmaceutical industry.
The Indian pharmaceutical sector is highly fragmented with more than 20,000 registered units.
It has expanded drastically in the last two decades. The Pharmaceutical and Chemical
industry in India is an extremely fragmented market with severe price competition and
government price control. The Pharmaceutical industry in India meets around 70% of the
country's demand for bulk drugs, drug intermediates, pharmaceutical formulations,
chemicals, tablets, capsules, orals and injectibles. There are approximately 250 large units and
about 8000 Small Scale Units, which
form the core of the pharmaceutical industry in India (including 5 Central Public Sector
Units).
The Government has also played a vital role in the development of the India Software
Industry. In 1986, the Indian government announced a new software policy which was
designed to serve as a catalyst for the software industry. This was followed in 1988 with the
World Market Policy and the establishment of the Software Technology Parks of India (STP)
scheme. In addition, to attract foreign direct investment, the Indian Government permitted
foreign equity of up to 100 percent and duty free import on all inputs and products.
Current Scenario
The industry has enormous growth potential. Factors listed below determine the rising
demand for pharmaceuticals.
• The growing population of over of a billion
• Increasing income
• Demand for quality healthcare service
• Changing lifestyle has led to change in disease patterns, and increased demand for new
medicines to combat lifestyle related diseases
More than 85 per cent of the formulations produced in the country are sold in the domestic
market. India is largely self-sufficient in case of formulations. Some life saving, new
generation under-patent formulations continue to be imported, especially by MNCs, which
then market them in India. Overall, the size of the domestic formulations market is around
Rs160 billion and it is growing at 10 per cent per annum.
6

7. Demand for drugs for treatment of lifestyle-related diseases such as diabetes, cardiovascular
diseases, and central nervous system are on the increase. There are around 700,000 new cases
of cancer each year and total of around 2.5 million cases. It is estimated that there are around
40 million people in India with diabetes and the number is rising, 5.1 million.
HIV/AIDS patients, and 14 million tuberculosis cases. According to industry reports, while
the Indian pharmaceutical industry witnessed a growth of 7 percent, the cardio-vascular
segment recorded 15 to 17 percent growth and anti-diabetes segment of over 10-12 percent
growth.
7

8. Diagnostic Outsourcing/ Clinical Trails
The Indian diagnostic services are projected to grow at a CAGR of more than 20 per cent
during 2010-2012.
Some of the major Indian pharmaceutical firms, including Sun Pharma, Cadilla Healthcare
and Piramal Life Sciences, had applied for conducting clinical trials on at least 12 new drugs
in 2010, indicating a growing interest in new drug discovery research.
Generics
India tops the world in exporting generic medicines worth US$ 11 billion and currently, the
Indian pharmaceutical industry is one of the world's largest and most developed.
Moreover, the Indian generic drug market to grow at a CAGR of around 17 per cent between
2010-11 and 2012-13. Union Minister of Commerce and Industry and Minister for Trade and
Industry, Singapore, have signed a 'Special Scheme for Registration of Generic Medicinal
Products from India' in May 2010, which seeks to fast-track the registration process for
Indian generic medicines in Singapore.
Advantage India
The Indian Pharmaceutical Industry, particularly, has been the front runner in a wide range of
specialties involving complex drugs' manufacture, development and technology. With the
advantage of being a highly organised sector, the pharmaceutical companies in India are
growing at the rate of $ 4.5 billion, registering further growth of 8 - 9 % annually.
More than 20,000 registered units are fragmented across the country and reports say that 250
leading Indian pharmaceutical companies control 70% of the market share with stark price
competition and government price regulations.
Competent workforce: India has a pool of personnel with high managerial and technical
competence as also skilled workforce. It has an educated work force and English is
commonly used. Professional services are easily available.
Cost-effective chemical synthesis: Its track record of development, particularly in the area of
improved cost-beneficial chemical synthesis for various drug molecules is excellent. It
provides a wide variety of bulk drugs and exports sophisticated bulk drugs.
Legal & Financial Framework: India has a 53 year old democracy and hence has a solid
legal framework and strong financial markets. There is already an established international
industry and business community.
Information & Technology: It has a good network of world-class educational institutions and
established strengths in Information Technology.
Globalization: The country is committed to a free market economy and globalization. Above
all, it has a 70 million middle class market, which is continuously growing.
8

9. Consolidation: For the first time in many years, the international pharmaceutical industry is
finding
great opportunities in India. The process of consolidation, which has become a generalized
phenomenon in the world pharmaceutical industry, has started taking place in India.
9

10. MAJOR PHARMACEUTICAL
COMPANIES IN INDIA
Some of the leading Indian players by sales (Rs. cr.)
Company Name Sales in Rs. Cr. Year End
Cipla 6172.55 31st March 2011
Ranbaxy Lab 5266.71 31st December 2010
Dr Reddy's Labs 5253.68 31st March 2011
Sun Pharma 5721.43 31st March 2011
LupinLtd 4767.84 31st March 2010
Aurobindo Pharma 3319.60 31st March 2010
Piramal Health 2509.86 31st March 2011
Cadila Health 2468.40 31st March 2010
Matrix Labs 2776.82 31st March 2010
Wockhardt 3751.2 31st March 2011
Company Wise Sales Chart
Cadila Health
Piramal Health 6%
6%
Matrix Labs Cipla
7% 15%
Aurobindo Sun
Pharma Pharma
8% 14%
Wockhardt Ranbaxy Lab
9% 12%
LupinLtd
11%
Dr Reddy's Labs
12%
10

11. GOVERNMENT INITIATIVES AND
INVESTMENT
Government Initiative
100 per cent foreign direct investment (FDI) is allowed under the automatic route in the
drugs and pharmaceuticals sector including those involving use of recombinant technology.
(DIPP)
The Government plans to set up a US$ 639.56 million venture capital (VC) fund to give a
boost to drug discovery and strengthen the pharma infrastructure in the country.
The Government had issued an expression of interest (EoI) for technical and financial bids
for the selection of a global level consultant (GLC) for the preparation of a detailed project
report (DPR) in order to develop India as a drug discovery and pharma innovation hub by
2020. The Drugs and Pharmaceuticals Manufacturers Association has received an in-principle
approval for its proposed special economic zone (SEZ) for pharmaceuticals, bulk drugs,
active pharmaceutical ingredients (APIs) and formulations to be located at Nakkapalli
mandal in Visakhapatnam district.
The Department of Pharmaceuticals has prepared a "Pharma Vision 2020" for making India
one of the leading destinations for end-to-end drug discovery and innovation and for that
purpose provides requisite support by way of world class infrastructure, internationally
competitive scientific manpower for pharma research and development (R&D), venture fund
for research in the public and private domain and such other measures.
The government plans to open 3,000 Jan Aushadhi stores, which sell unbranded generic drugs
at heavy discounts to branded drugs, in the next two years.
Investment
The healthcare sector has attracted growing investor support in 2010 with nearly a tenth of
the total private equity funding going to this sector. In the third quarter the calendar year
2010, a total of US$ 2,047 million was invested across 88 deals, of which 9 per cent were
healthcare deals.
The pharma, healthcare and biotech sector witnessed five merger and acquisition transactions
(M&A) worth US$ 250 million.
The drugs and pharmaceuticals sector has attracted FDI worth US$ 1,825.43 million between
April 2000 and September 2010.
Some of the major investment developments in the sector include:
• Hyderabad-based Natco Pharma plans to raise US$ 22.22 million to fund its expansion
plans and research activities.
• Private equity major Sequoia Capital has made its first investment in the pharmaceutical
11

12. sector in the country by investing US$ 15.86 million into Celon Labs, which will use the
funds to double its manufacturing facility.
Belgium based Helvoet Pharma, part of the Daetwyler Group is setting up its first greenfield
production facility in Khandala Industrial Area, phase I (SEZ), on Pune- Bangalore
Highway, near Pune. The company has invested US$ 26.56 million for the plant.
• Swiss Pharma major Lonza AG, would invest around US$ 55.33 million through its
Indian
subsidiary in a phased manner in Genome Valley project, Hyderabad, said Stefan
Borgas, CEO, Lonza.
• Chennai-based Bafna Pharmaceuticals plans to raise around US$ 4.43 million for its
future
expansion by issuance of warrants and shares.
• Hyderabad Menzies Air Cargo Private Limited, a joint venture between GMR
Hyderabad
International Airport Limited (GHIAL) and Menzies Aviation, has launched India's first
airport-based pharma zone, dedicated pharmaceutical cargo storage and handling facility, at
Hyderabad. The project involved an investment of US$ 1.22 million.
12

13. The Changing Prescription
As per WTO, from the year 2005, India granted product patent recognition to all new
chemical entities (NCEs) i.e., bulk drugs developed then onwards. This introduction of
product patent regime from January 2005 is leading into long-term growth for the future
which mandated patent protection on both products and processes for a period of 20 years.
Under this new law, India will be forced to recognize not only new patents but also any
patents filed after January 1, 1995. Under changed environment, the industry is being forced
to adapt its business model to recent changes in the operating environment.
Indian pharmaceutical industry is mounting up the value chain. From being a pure reverse
engineering industry focused on the domestic market, the industry is moving towards basic
research driven, export oriented global presence, providing wide range of value added quality
products and services, innovation, product life cycle management and enlarging their market
reach. The old and mature categories like anti-infectives, vitamins, analgesics are de-growing
while, new lifestyle categories like Cardiovascular, Central Nervous System (CNS), Anti
Diabetic are expanding at double-digit growth rates.
13

14. Emerging Trend
The Indian pharmaceutical industry is now discovering new opportunities of growth in
clinical research, contract research, manufacturing and innovation opportunities. This path
can lead the Indian pharmaceutical industry to huge success endeavors.
Research & Development
Research & Development is the key to the future of pharmaceutical industry. The
pharmaceutical advances for considerable improvement in life expectancy and health all over
the world are the result of a steadily increasing investment in research. There is considerable
scope for collaborative R & D in India. India can offer several strengths to the international R
& D community. These strengths relate to availability of excellent scientific talents who can
develop combinatorial chemistry, new synthetic molecules and plant derived candidate drugs.
14

15. The R & D expenditure by the Indian pharmaceutical industry is around 1.9 per cent of the
industry‟s turnover, which is a little low as compared to foreign research based
pharmaceutical companies. However, now that India is entering into the Patent protection
area, many companies are spending relatively more on R & D. When it comes to clinical
evaluation at the time of multi-center trials, India is providing a strong base considering the
real availability of clinical materials in diverse therapeutic areas. According to a survey by
the Pharmaceutical Outsourcing Management Association and Bio/Pharmaceutical
Outsourcing Report, pharmaceutical companies are utilizing substantially the services of
Contract Research Organizations (CROs). Indian Pharmaceutical Industry, with its rich
scientific talents, provides cost-effective clinical trial research. It has an excellent record of
development of improved, cost-beneficial chemical syntheses for various drug molecules.
Some MNCs are already sourcing these services from their Indian affiliates.
Product development
For years, firms have made their ways into the global market by researching generic
competitors to patented drugs and following up with litigation to challenge the patent. This
approach remains untouched by the new patent regime and looks to increase in the future.
However, those that can afford it have set their sights on an even higher goal: new molecule
discovery. Although the initial investment is huge, companies are lured by the promise of
hefty profit margins and the recognition as a legitimate competitor in the global industry.
Small and medium enterprises
The excise structure changed so that companies now have to pay a 16 per cent tax on the
maximum retail price of their products, as opposed to on the ex-factory price. Consequently,
larger companies are cutting back on outsourcing and what business is left is shifting to
companies with facilities in the four tax-free states - Himachal Pradesh, Jammu & Kashmir,
Uttaranchal and Jharkhand. SMEs have been finding it difficult to find the funds to upgrade
their manufacturing plants, resulting in the closure of many facilities. In terms of the global
market, India currently holds a modest 1-2 per cent share, but it has been growing at
approximately 10 per cent per year. India gained its foothold on the global scene with its
innovatively-engineered generic drugs and active pharmaceutical ingredients (API), and it is
now seeking to become a major player in outsourced clinical research as well as contract
manufacturing and research.
15

16. CHALLENGES & FUTURE GROWTH
Challenges
Over the past decade, pharmaceutical companies have entered a difficult period where
shareholders, the market and regulators have created significant pressures for change within
the industry. The core issues for most of drug companies are declining productivity of in-house
R & D, patent expiration of number of block buster drugs, increasing legal and regulatory
concern, and pricing issue. As a result larger pharmaceutical companies are shifting to new
business model with greater outsourcing of discovery services, clinical research and
manufacturing.
Current global financial conditions and the threat of a broad recession accelerated the
timetable for implementing transformational changes in global organizations, as the industry
confronts lower corporate stock prices and an increasingly cost-averse customer. Leaders of
the largest global pharmaceutical companies recognize the need for transformational change
in their organizations, but will need to move swiftly to ensure sustained growth.
Transformations in the business model of larger pharmaceutical industry spell more
opportunities for Indian pharmaceutical companies. Pharmaceutical production costs are
almost 50 percent lower in India than in western nations, while overall R&D costs are about
one-eighth and clinical trial expenses around one-tenth of western levels.
The Indian stock market may be dreading a possible recession but Indian pharma companies
seem unfazed by slowdown fears. Riding on better sales in the domestic and export markets,
Indian pharmaceutical industry is expected to continue with its good perform ance. Today
Indian pharmaceutical Industry can look forward to the years to come, with great
expectations. There are opportunities in expanding the range of generic products as more
molecule come off patent, outsourcing, and above all, in focusing into drug discovery as
more profits come from traditional plays. At the same time, the Indian Pharma Industry would
have to contend with several challenges particularly the :-
• Effects of new product patent
• Drug price control
• Regulatory reforms
• Infrastructure development
• Quality management and
• Conformance to global standards.
Growth
The Indian pharmaceutical market reached US$ 10.04 billion in size, with a value-wise
growth rate of 20.4 per cent over the previous year's corresponding period on a Moving
Annual Total (MAT) basis for the 12 months ended July 2010.
Cipla maintained its leadership position in the domestic market with 5.27 per cent share,
16

17. followed by Ranbaxy. The highest growth in the domestic market was for Mankind Pharma
which grew 37.2 per cent. Leading companies in the domestic market such as Sun Pharma
(25.7
per cent), Abbott (25 per cent), Zydus Cadila (24.1 per cent), Alkem Laboratories (23.3 per
cent), Pfizer (23.6 per cent), GSK India (19 per cent), Piramal Healthcare (18.6 per cent) and
Lupin (18.8 per cent) had impressive growth during July 2010, shows the data.
The pharmaceuticals industry in India will grow by over 100 per cent over the next two
years. The pharmaceutical industry is currently growing at the rate of 12 per cent, but this
will accelerate soon. The sale of all types of medicines in the country stands at US$ 9.61
billion, which is expected to reach around US$ 19.22 billion by 2012.
India's domestic pharmaceutical market is valued approximately at US$ 12 billion in 2010,
and has shown a strong growth of 21.3 per cent for the 12 months ending September 2010.
It estimates that over the next 10 years, the domestic market will grow to US$ 49 billion, at
a compounded annual growth rate (CAGR) of 15 per cent.
The formulations industry is expected to prosper parallel to the pharmaceutical industry. It is
expected that the domestic formulations market in India will grow at an annual rate of around
17 per cent in 2009-10, owing to increasing middle class population and rapid urbanization.
17

18. Introduction To Projects
During my summer internship, I was assigned the project on the new product launched by
Ranbaxy Laboratories Ltd., SKIFI, doing its doctor perception analysis, assisting retailers,
and promoting the product to get and upper hand over the competitor‟s product with the same
formula/composition. For these I need to study the Anti-biotic (Cefexime) market of South-
Delhi for this formula, specifically marketing and sales strategy of Ranbaxy Lab Ltd as well
as of its competitors like Sun Pharma, Cipla, FDC, Mankind, Intas and find out the regions
where Ranbaxy is leading or lacking its competitors.
My project was to study all the major supported products of cefexime formula and comparing
on how Ranbaxy stands against its competitors. Ranbaxy has launched this product which
has got its own USP, i.e. it is Mouth Dissolving and is in Mango flavor and has lowest
price, which today no other product has, and this has a great advantage for Ranbaxy in
capturing the market of anti-biotic with cefexime formula.
18

19. Objectives of the Study
After the completion of this project, we will have a deeper insight into the anti-biotic
(Cefexime) market and multi-vitamin market in Delhi and would make us understand where
Ranbaxy actually lacks and where it has a competitive edge. We will get to know whether it
is customer service or the product itself responsible for its kind of market share or is there
any problem with the brand awareness? After this study we will be able to know what the
Doctors think about Ranbaxy Lab Limited.
The main objective of this project is to conduct a Business Research to know Doctors
perception about the past products. This study will also assist Ranbaxy to know where they
have to improve to treat Doctors and patients better.
19

20. Description of the concepts introduced in
the study.
An Exploratory Research method i.e. Field Survey was used in this study to collect the data
from various Doctors in South-Delhi and the chemist‟s shops near around.
Exploratory research helps us to determine the best research design and data collection
method. There are various data limitations; we need to take decision in short period of time
for which exploratory research is suitable.
20

21. About RANBAXY
Profile
Ranbaxy Laboratories Limited (Ranbaxy), India's largest pharmaceutical company, is an
integrated, research based, international pharmaceutical company, producing a wide range of
quality, affordable generic medicines, trusted by healthcare professionals and patients across
geographies. Ranbaxy today has a presence in 23 of the top 25 pharmaceutical markets of the
world. The Company has a global footprint in 46 countries, world-class manufacturing
facilities in 7 countries and serves customers in over 125 countries.
In June 2008, Ranbaxy entered into an alliance with one of the largest Japanese innovator
companies, Daiichi Sankyo Company Ltd., to create an innovator and generic pharmaceutical
powerhouse. The combined entity now ranks among the top 20 pharmaceutical companies,
globally. The transformational deal will place Ranbaxy in a higher growth trajectory and it
will emerge stronger in terms of its global reach and in its capabilities in drug development
and manufacturing.
Mission
Ranbaxy's mission is „Enriching lives globally, with quality and affordable pharmaceuticals.
Vision-2012
Achieve significant business in proprietary prescription products by 2012 with a strong
presence in developed markets.
Products
Using the finest R&D and Manufacturing facilities, Ranbaxy Laboratories Limited
manufacture and markets generic pharmaceuticals, value added generic pharmaceuticals,
branded generics, active Pharmaceuticals (API) and intermediates.
The Company remains focused on ascending the value chain in the marketing of
pharmaceutical substances and is determined to bring in increased revenues from dosage
forms sales.
Ranbaxy's diverse product basket of over 5,000 SKUs available in over 125 countries
worldwide encompasses a wide therapeutic mix covering a majority of the chronic and acute
segments. Healthcare trends project that the chronic treatment segments will outpace the
acute treatment segments, primarily driven by a growing aging population and dominance of
lifestyle diseases. Our robust performance in Cardiovasculars, Central Nervous System,
21

22. Respiratory, Dermatology, Orthopedics, Nutritionals and Urology segments, clearly indicates
that the Company has strengthened its presence in the fast-growing chronic and lifestyle
disease segments.
Top 10 Molecules (2010)
•Valacyclovir
•Simvastatin
•Donepezil
•Atorvastatin & Combinations
•Co-amoxyclav & Combinations
•Ciprofloxacin & Combinations
•Ketorolac Tromethamine
•Imipenem+Cilastatin
•Ginseng+Vitamins
•Loratadine & Combinations
Trading
In 1998, Ranbaxy entered the United States, the world's largest pharmaceuticals market and
now the biggest market for Ranbaxy, accounting for 28% of Ranbaxy's sales in 2005.
For the twelve months ending on 31 December 2005, the company's global sales were at US
$1,178 million with overseas markets accounting for 75% of global sales (USA:
28%, Europe: 17%, Brazil, Russia, and China: 29%). For the twelve months ending on
December 31, 2006, the company's global sales were at US $1,300 million.
On 23 June 2006, Ranbaxy received from the United States a 180-day exclusivity period to
sell simvastatin (Zocor) in the U.S. as a generic drug at 80 mg strength. Ranbaxy competes
with the maker of brand-name Zocor, Merck & Co.; IVAX Corporation (which was acquired
by and merged into Teva Pharmaceutical Industries Ltd.), which has 180-day exclusivity at
strengths other than 80 mg; and Dr. Reddy's Laboratories, also from India, whose authorized
generic version (licensed by Merck) is exempt from exclusivity.
On 10 June 2008, Japan's Daiichi Sankyo Co. agreed to take a majority (50.1%) stake in
Ranbaxy, with a deal valued at about $4.6 billion. Ranbaxy's Malvinder Singh remained as
22

23. CEO after the transaction. Malvinder Singh also said that this was a strategical deal and not a
sell out.
R&D
Ranbaxy views its R&D capabilities as a vital component of its business strategy that will
provide a sustainable, long-term competitive advantage. The Company has a pool of over
1,200 R&D personnel engaged in path-breaking research.
Ranbaxy is among the few Indian pharmaceutical companies in India to have started its
research program in the late 70's, in support of its global ambitions. A first-of-its-kind world
class R&D centre was commissioned in 1994. Today, the Company has multi-disciplinary
R&D centers at Gurgaon, in India, with dedicated facilities for generics research and
innovative research. The R&D environment reflects its commitment to be a leader in the
generics space offering value added formulations and development of NDA/ANDAs, based
on its Novel Drug Delivery System (NDDS) research capability. Ranbaxy‟s first significant
international success using the NDDS technology platform came in September 1999, when
the Company out-licensed its first once-a-day formulation to a multinational company.
In July 2010, Ranbaxy‟s New Drug Discovery Research (NDDR) was transferred to Daiichi
Sankyo India Pharma Private Limited as part of the strategy to strengthen the global Research
and Development structure of the Daiichi Sankyo Group. While NDDR will now become an
integral part of Daiichi Sankyo Life Science Research Center in India, based in Gurgaon,
Ranbaxy will continue to independently develop and later commercialise the anti-malarial
new drug, Arterolane + PQP, which is currently in Phase III trials. Ranbaxy will also explore
the further development of late stage programs developed by NDDR in the last few years,
including the development programs in the GSK collaboration. Within Ranbaxy, R&D of
Generics will now get a sharper focus, as the Company is increasingly working on more
complex and specialist areas.
Acquisition
On June 11, 2008, Daiichi-Sankyo acquired a 34.8% stake in Ranbaxy, for a value $2.4
billion. In November 2008, Daiichi-Sankyo completed the takeover of the company from the
founding Singh family in a deal worth $4.6 billion by acquiring a 63.92% stake in Ranbaxy.
The addition of Ranbaxy Laboratories extends Daiichi-Sankyo's operations - already
comprising businesses in 22 countries. The combined company is worth about $30 billion.
23

24. Mr. David Briskman Mr. Ashwani Malhotra – Mr. Hiroyuki Okuzawa
Vice-President and CIO Senior Vice President- Head- Global Hybrid Business
Global Pharma Manufacturing
and Supply Chain
Dr. Sudarshan Arora Mr. Dale Adkisson Mr. Bhagwat Yagnik
President – R & D Senior Vice President President & Head – Global HR
24

25. MILESTONES
1961 –
 Company Incorporated.
1973 –
 Ranbaxy goes Public.
 A multipurpose chemical plant is setup for the manufacture of API‟s at Mohali in
India.
1977 –
 Ranbaxy‟s first joint venture in Lagos (Nigeria) is setup.
1983 –
 A modern dosage forms facility at Dewas (MP) in India goes on stream.
1985 –
 Ranbaxy Research Foundation is established.
 Stancare, Ranbaxy‟s second pharmaceuticals marketing division starts functioning.
1987 –
 Production start-up at the modern APIs plant at Toansa (Punjab), makes Ranbaxy the
country‟s largest manufacturer of Antibiotics/Antibacterial.
1988 –
 Ranbaxy‟s Toansa‟s plant gets US FDA approval.
1990 –
 Ranbaxy is granted its first US patent, for Doxycyline.
1991 –
 New state-of-the-art facility for Cephalossporins set up at Mohali.
1992 –
 Company enters into an agreement with Eli Lilly & Co of USA for setting up a joint
venture in India to market select Lilly products.
1993 –
 Company enters into an agreement to setup a joint venture in China Ranbaxy
(Guangzhou China) Limited.
 Ranbaxy enunciates its corporate mission, „To become a Reasearch based
international Pharmaceuticals Company‟.
1994 –
 The new Research centre in gurgaon becomes fully operational.
 Established regional headquater in UK and USA.
 Ranbaxy‟s GDR listed in Luxemburg‟s Stock Exchange.
 The fermentation pilot plant at Paonta Sahib is commissioned.
25

26. 1995 –
 Acquisition of Ohm Laboratories.
1997 –
 Ranbaxy Lab Ltd. Crosses a sales turnover figure of Rs. 10,000 million, with its
export reaching an all time high of the Rs. 5,000 million.
1998 –
 Ranbaxy enters USA, World‟s largest Pharmaceutical market, with product under its
own name.
 Ranbaxy filed its first Investigational New Drug (IND) application with the Drugs
Controller of India for approval to conduct Phase I Clinical Trials.
1999 –
 Clinical trials for its NCE commence.
 Bayer AG, Germany and Ranbaxy sign an agreement where Bayer obtains exclusive
development and worldwide marketing rights to an oral once daily formulation of
Ciprofloxacin, originally developed by Ranbaxy.
2000 –
 Ranbaxy files second IND application in India.
 Ranbaxy acquires Bayer‟s Generic business in Germany.
 Ranbaxy forays into Brazil, the largest pharmaceutical market in South America.
2001 –
 Ranbaxy took a significant step forward in Vietnam by initiating the setting up of a
new manufacturing facility.
 Ranbaxy USA crosses sales of US $ 100million, fastest growing company in US.
2002 –
 Ranbaxy files third IND application in India.
 Ranbaxy launched Cefuroxime Axetil post approval from USFDA for 125mgmg,
250mg, 500mg Tablets, first approval granted to any generic company for this
product.
2003 –
 Ranbaxy receives The Economic Times Award for Corporate Excellence for the “The
Company of the Year, 2002-2003”.
 Ranbaxy and Glaxo Smithkline Plc (GSK) enter into a global alliance for drug
discovery and development.
 Ranbaxy‟s first NCE in the respiratory segment successfully completes Phase I
clinical trials and step into Phase II.
 Ranbaxy files fourth IND application in India.
 Ranbaxy launched the first branded product Soltret (Isotretinoin) for 10mg, 20mg and
40mg capsules in USA.
26

27. 2004 –
 Ranbaxy began operations in France as a Top 10 generic company, after acquiring a
wholly-owned subsidiary RPG (Aventis) SA.
 The company joined the elite club of Billion Dollar Companies achieving global
sales of US $ 1bn (on MAT basis) in February 2004.
 Ranbaxy made its Anti-retroviral (ARV) filling with the US FDA under US
President‟s Emergency Plan AIDS Relief (PEPFAR).
 RBx11160, an Anti-malarial molecule being developed in collaboration with
Medicines for Malaria Venture (MMV) successfully completed Phase I studies.
Subsequent to filling of an Investigational New Drug (IND) application in UK and
India.
2005 –
 Ranbaxy‟s Antimalarial molecule successfully completed Proof of Concept Phase IIa
studies
 Ranbaxy launches operations in Canada
 Ranbaxy‟s joint venture with Nippon Chemiphar in Japan (Nihon Pharmaceutical
Industry Limited) launches – Vogaseal for diabetes the first product of the joint
venture.
 Ranbaxy acquires generic product portfolio from EFARMES of Spain.
 Ranbaxy receives India‟s first approval from USFDA for an Anti Retroviral (ARV)
drug under US Presidents Emergency Plan for AIDS Relief (PEPFAR)
 Ranbaxy opens its third state of the art R&D facility in Gurgaon campus to focus on
NCE discovery research. H.E. Dr. A.P.J. Abdul Kalam, the President of India,
inaugurated the facility in Aug 05
2006 –
 Ranbaxy acquires Be Tabs pharmaceuticals, the 5th largest generic company in South
Africa for US $ 70mn.
 Ranbaxy successfully invalidates Pfizer‟s „995 Lipitor US patent.
 Ranbaxy acquires unbranded generic business of GSK in Italy and Spain.
 Ranbaxy launches First To File (FTF) product, Smivastatin Tabalets 80mg with
180day market exclusivity in the US Healthcare System.
 Ranbaxy enters strategic alliance with Zenotech.
2007 –
 Ranbaxy enters new R&D agreement with GSK
 Ranbaxy Launches First To File (FTF) product, Pravastatin Sodium Tabalets 80mg
with 180day market exclusivity in the US Healthcare System.
2008 –
 Ranbaxy redefines its business model by bringing in Daiichi Sankyo Company
Limited as a majority partner to create strategic combination of an Innovator and
Generic powerhouse.
 Ranbaxy reaches settlement with on world‟s top two selling drugs Lipitor (Pfizer)
and Nexium (Astra Zeneca)
27

28. 2009 –
 Daiichi Sankyo and Ranbaxy announce reconstitution of Ranbaxy executive
leadership.
2010 –
 Ranbaxy enters its Golden Jubilee Year.
 Ranbaxy delivers quarterly sales of over US $500mn for the first time.
28

29. Task 1 :- Doctors perception while prescribing Multi-Vitamin and Anti-
Biotic- Cefexime.
29

30. 1.1 Objective of the study:
To take a comprehensive view and analyze the parameters affecting Doctor‟s perception.
1.2 Rationale of study:
The purpose of this study is to assist Ranbaxy in promotion of SKIFI and know where they
have to improve in their service toward Doctors and patients.
1.3 Methodology:
 Visiting Doctors in various regions of South-Delhi with different specializations.
Study Design:
The study was done to know the perception of the Doctor, their attitude towards
company‟s product.
Sample Design:
Collect primary data through exploratory research specifically field survey, by
Visiting Doctors of varied kind of specialization.
1.4 Tools of data collection:
Questionnaire:
A questionnaire is a research instrument which consists of series of questions and
other prompts for the purpose of gathering information from respondents. Although
they are often designed for statistical analysis of the responses, this is not always true.
Questionnaires have advantages over some other types of surveys in that they are
cheap, do not require as much effort from the questioner as verbal or telephone
surveys, and often have standardized answers that make it simple to compile data.
30

31. 1.5 Analysis of Survey:
i) Area visited.
(1) Safdarjung Enclave
(2) Hauz Khas
(3) Lajpat Nagar
(4) Moti Bagh
(5) Sarojini Nagar
(6) Satya Niketan
(7) R.K. Puram
(8) Defense Colony
(9) Kotla, South-Extension
(10) Nehru Nagar
(11) IIT-Delhi
ii) Specialization of a Doctor.
(1) BDS
(2) MBBS
(3) MD (med)
(4) MD (paed)
(5) MD (gynea)
(6) MS
(7) MS (ENT)
Chart Title
25
20
Number of Doctors
15
10
5
0
MD MBBS BDS MS
Series1 21 18 1 4
31

32. iii) Perception before prescribing multi-vitamin.
1. Physical Verification
2. Dosage Routine of a Medicine
3. Tests Result
4. Kind of Deficiency
5. Cost of Medicine to a Patient
6. Company's Repute
7. Trust upon a Product
8. Past Experiences with a particular formula
9. Feed-back from customer
10. Nutritional Status of a Patient when he comes to clinic
11. Basic Nutrients in right quantity
12. Patients Past records
13. Cause of Deficiency
14. Patient‟s age factor
15. Daily activity of a patient
16. Health Trend of a Patient
17. Family's Health history of a patient
iv) Perception before prescribing Anti-biotic
1. Strength of a Medicine
2. Patients Immunity
3. Cause of an Infection
4. Substitutes available
5. Kind of Infection
6. Medicines Reaction
7. Evidence Based
8. Is that infection spreading through environment?
9. Past Health conditions of a Patient
10. Since how long the patient has been suffering the problem?
11. Cost of medicine?
12. Dosage of a medicine
13. Past results of a medicine
14. Possible type of bacteria
iv) Foresee the future trend in health conditions of people.
1. Multiple Health Problems
2. Nutrients Problem
3. General health Problem
4. Life Style Disease
5. Obesity
6. Health deteriorating
7. Lack of physical activity
8. Infectious disease in rural areas
32

33. 9. Modifiable disease in Urban areas
10. More health concerned
11. Heart Problems
12. Blood Pressure
13. Workload Issues
14. Aware about health problems
v.) Suggestions for Ranbaxy to improve.
1. Missing opportunity to grow.
2. Should help patients.
3. Support patients with medical facilities.
4. Start online support to patients.
5. Reduce Cost of the products.
6. Bringing more products for good stiff competition.
7. Good Professional staff is there.
8. Bring out combinations with previous products.
9. Doing well.
10. Loosing grip over the market.
1.6 Short Coming:
There were few short comings which I came through during the tenure of my summer
internship with Ranbaxy Lab Limited. A few to mention are:-
a. Time shortage.
b. Area Covered.
c. Number of Doctors visited.
1.7 Conclusion:
Business Research for Ranbaxy was conducted successfully and we found out various
feedbacks of customers which would be helpful for us to improve.
1.8 Learning:
I learned a lot; seen how to do marketing at ground level, communicated with new people,
improved my managerial skills. I was working in team, learned how a team work could
conduct a successful event.
33

34. TASK 2: Market Potential of Multi-Vitamin and Antibiotics – Cefexim
(OTC and Prescription driven)
34

35. 1.1 Objective of the study:
To take a competitive view of sales and sales strategy adopted by different companies in
market.
1.2 Rationale of study:
The purpose of this study is to assist Ranbaxy in promotion of SKIFI and know what is the
present market stand of different companies providing same medicine.
1.3 Methodology:
 Visiting a few Retail shops in various regions of South-Delhi.
Study Design:
The study was done to know what is the present market stand of different companies
providing same medicine and what to do more with our new product SKIFI.
Sample Design:
Collect primary data through exploratory research specifically field survey, by visiting
Retail shops in various areas.
1.4 Tools of data collection:
Questionnaire:
A questionnaire is a research instrument which consists of series of questions and
other prompts for the purpose of gathering information from respondents. Although
they are often designed for statistical analysis of the responses, this is not always true.
Questionnaires have advantages over some other types of surveys in that they are
cheap, do not require as much effort from the questioner as verbal or telephone
surveys, and often have standardized answers that make it simple to compile data.
35

36. 1.5 Analysis of Survey:
a) Area Visited.
(1) Safdarjung Enclave
Superactive
16% Revital
Multi-Vitamin (strip)
17%
Revital (bt)
10%
Zincovit
25%
Supradin Riconia
15% 17%
Anti-Biotic (Cefexime)
Skifi
Mahacef 4%
20%
Taxim-O
31%
Ceftas
21% Zifi
24%
36

37. (2) Hauz Khas
Multi-Vitamin
Superactive
12%
Zincovit Revital
13% (strip)
32%
Supradin
12%
Riconia Revital (bt)
19% 12%
Anti-Biotic Skifi
(Cefexime)
Mahacef 3%
12%
Ceftas Taxim-O
18% 30%
Zifi
37%
37

38. (3) Lajpat Nagar
Multi-Vitamin
Superactiv
e 13%
Revital
(strip)
22%
Zincovit
Revital
19%
(bt)
11%
Supradin Riconia
19% 16%
Anti-Biotic (Cefexime)
Skifi
Mahacef
5%
10%
Ceftas Taxim-O
21% 26%
Zifi
38%
38

39. (4) Moti Bagh
Multi-Vitamin
Revital
(strip)
Superactive 13% Revital (bt)
22% 12%
Zincovit Riconia
20% 14%
Supradin
19%
Anti-Biotic (Cefexime)
Skifi
Mahacef 7%
11%
Taxim-O
Ceftas 23%
24%
Zifi
35%
39

40. (5) Sarojini Nagar
Multi-Vitamin
Revital
Superactive (strip)
16% 17%
Revital (bt)
10%
Zincovit
25%
Riconia
17%
Supradin
15%
Anti-Biotic (Cefexime)
Skifi
4%
Mahacef
20%
Taxim-O
31%
Ceftas
21%
Zifi
24%
40

41. (6) Satya Niketan
Multi-Vitamin
Revital
Superactive (strip)
16% 17%
Revital (bt)
9%
Zincovit
18%
Riconia
17%
Supradin
23%
Anti-Biotic (Cefexime)
Skifi
3%
Mahacef Taxim-O
29% 21%
Ceftas Zifi
20% 27%
41

42. (7) R.K. Puram
Superactive
Multi-Vitamin 12%
Revital
(strip)
17%
Revital (bt)
Zincovit
14%
29%
Riconia
Supradin 14%
14%
Anti-Biotic (Cefexime)
Skifi
1%
Mahacef
24% Taxim-O
32%
Ceftas
18%
Zifi
25%
(8) Defense Colony
(9) Kotla, South-Extension
(10) Nehru Nagar
(11) IIT-Delhi
b) Location of a store.
(1) Near Doctor‟s clinic
(2) Inside the hospital
(3) In residential area
42

43. c) Product wise sale.
South Delhi Company's sales in Multi-
Vitamin
Superactive
14%
Revital
(strip)
20%
Zincovit Revital (bt)
22% 11%
Riconia
Supradin 15%
18%
South Delhi Company's sales in Anti-
Biotic (cefexime)
Skifi
4%
Mahacef
18% Taxim-O
27%
Ceftas
21%
Zifi
30%
1.4 Conclusion:
Today Cefexime formula is 17years old, but still its growing at a rate of 20%. This means that the
market is very huge. There are very few products for cefexime formula in market. Today Cipla is on
top in market but their staff and customer treatment is of below average quality, thus there is a
tremendous scope for Ranbaxy to capitalize on customer relation because today‟s competition is not
only on product but also on maintaining customer relation, it is not only selling product but how you
treat customers pre-sales and post-sales.
Skifi is a new comer in the market but has its own USP of being mouth dissolving and in mangor
flavor which is first in its kind and its price is also comparatively less than others. It cost Rs. 7.50 per
43

44. tablet to a retailor. So though being a new comer to a market we can see the scope of huge demand for
the product.
By overall analysis, we could company name in order of their performance as to satisfy customer
(best coming on top), it would be:
1. Ranbaxy
2. FDC
3. Torrent
4. Lupin
5. Cipla
6. Sun Pharma
7. Zydus Cadilla
1.5 Learning:
Patience is among the most important quality needed in a staff to be in field and to work with
growth.
44

45. Bibliography
1) www.ranbaxy.com/
2) http://en.wikipedia.org/wiki/Ranbaxy_Laboratories
3) http://www.cci.in/pdf/surveys_reports/indias_pharmaceutical_industry.pdf
4) http://www.cci.in/pdf/surveys_reports/indian-pharmaceuticals-industry.pdf
5) http://bw.businessworld.in/PDF_upload/Indian_Pharma.pdf
45