Proposal for Strategic Marketing plan

of Vildagliptin
In Partial Fulfillment of the Requirements of PGP in Stevens Business School

For

Stevens Business School

Prepared By

Nirav Patel

Under guidance of

Dr. Raashid Saiyed (Professor, Stevens Business School)

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Title

 Proposal for Strategic marketing plan of Vildagliptin

Objectives

1. To study the Profile of molecule.

2. To study the Disease Profile.
3. To study the discovery profile of Molecule.
4. To study the market scenario of the selected molecule.
5. To study the research and development happening in area of selected molecule.
6. To prepare Strategic marketing plan.

Methodology
Data collection
Stages Data required Data Source
tool
Molecule Profile
 Family Details, Substitutes
 Process Details, reaction,
Secondary Literature
1. Technology, Cost of Discovery,
Data Review
IPR holder.
 Administration Details,
Indications, Contraindication.
Disease Profile
 Symptoms.
Secondary Literature
2.  Casual and Precipitating Factors.
Data Review
 Details of occurrence and spread
trajectory.
3. Discovery Profile Secondary Literature
 Environmental Leading to Data Review
discovery, Companies in race, and

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 their profile.
 Announcement date and its
impact on share prices.
 Analysis of final accounts of the
IPR holder in the year of
announcement.
Market Scenario
 Major Players and their profile.
 Market shares, Marketing
Secondary Literature
4. Strategies being Pursued, Share
Data Review
prices.
 Analysis of final account of the
major players.
R&D Scenario
 Competing Molecule being
expected.
 Lead players and research Interview With
Face to face
5. strategies being pursued. Industry
interview
 Investment made in R&D, Executive
expected announcement and its
impact on market shares,
Profitability and share prices.
Strategic Marketing Plan
 For Leader/Challenger/Nicher
 R&D strategy, Investment,
Derived from Review of
6. Capital Structure, Marketing
1 to 5 above Literature
Strategy.
 Projected Market Share,
Profitability and Share Prices.

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Sampling Design

 Target population : Industry Expert

 Total sample size : 5

Time scale

Sr. No. Function Time scale

1 Finalize research proposal 8th February 2011
9th February to 22nd
2 Literature review
February 2011
Collect information through industry 23 February to 1st March
rd
3
expert 2011
2 March to 15th March
nd
4 Prepare strategic marketing plan
2011
16th March to 24th March
5 Prepare first draft
2011
25 March to 31st March
th
6 Submit to guide and await for feedback
2011
7 Revise draft and format for submission 1st April to 5th April 2011
8 Print and bind 4th April to 9th April 2011
9 Submission 10th April 2011

Resources

 Transportation for market survey for fill up of questionnaire.

 Stationary for printing of questionnaire and report and binding of report.

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References

 Research Methods for Business Students (3 rd Edition) by Mark Saunders, Philip

Lewis and Adrian Thornhill (2007), Dorling Kindersley (India) Pvt Ltd, New Delhi
 Marketing: An Introduction (7th Edition) by Armstrong and Philip Kotler (2005),
Dorling Kindersley (India) Pvt Ltd, New Delhi.

Proposal Approved By

Name : Dr. Raashid Saiyed

Signature : __________________________________________

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