IMPROVISATION OF SALES FOR THE CARDIO DIABETIC THERAPY IN NAVI

MUMBAI and MARKET RESEARCH ON LAUNCH OF NASAL SPRAY

SUMMER INTERNSHIP PROJECT REPORT

SUBMITTED

AS A PARTIAL FULFILLMENT OF THE CURICULLUM

FOR THE

POST GRADUATE DIPLOMA IN MANAGEMENT

(PHARMACEUTICAL MANAGEMENT)

SIES COLLEGE OF MANAGEMENT STUDIES

NERUL, NAVI MUMBAI

BY

SUMIT GAIKAR

ROLL NO.14

SPECIALIZATION: MARKETING

2019-20
 SUMMER INTERNSHIP PROJECT REPORT

SUBMITTED

AS A PARTIAL FULFILLMENT OF THE CURICULLUM

FOR THE DIPLOMA

POST GRADUATE DIPLOMA IN MANAGEMENT

(PHARMACEUTICAL MANAGEMENT)

SIES COLLEGE OF MANAGEMENT STUDIES

NERUL, NAVI MUMBAI

BY

SUMIT GAIKAR ROLL

NO.14

SPECIALIZATION: MARKETING 2019-20

 DECLARATION

I, Mr. Sumit Gaikar, studying in the second year of PGDM Pharmaceutical Management at SIES
College of Management Studies, Nerul Navi Mumbai hereby declare that I have completed the
Summer Internship Project titled “Improvisation of sales for the Cardio-Diabetic therapy in
Navi Mumbai and Market research on launch of Nasal Spray” as a part of the curriculum
requirement for course name.

I also declare that the work under taken by me is original and has not been copied from any
source. I further declare that the information presented in this project report is true and has not
been submitted to SIESCOMS or any other Institute for any other examination.

SUMIT GAIKAR

Roll No.: 14

Date:
Certificate by Company Guide
 Certificate by Faculty Guide

This is to certify that Mr. Sumit Gaikar, studying in the second year of PGDM Pharmaceutical
Management program at SIES College of Management Studies, Nerul, Navi Mumbai, has
completed the Summer Internship Project titled “Improvisation of sales for the Cardio-
Diabetic therapy in Navi Mumbai and Market research on launch of Nasal Spray” as a part
of the curriculum requirement for Post Graduate Management (Pharmaceutical Management).

Name: Dr. Shalini Gulecha

Date:

Signature of the Faculty Guide:

 ACKNOWLEDGEMENTS

I would like to thank Mr. Prashant Pansare, Medical Representative, Mr. Alex Rodrigo, Regional
Business Manager, Mr. Sachin Kamte, Area Business Manager and Mr. Vinod Bhatt, Zonal sales
Manager at Intas Pharmaceuticals Limited. for their valuable guidance, advice and support during
the project. I would like to extend my appreciation towards all the members and employees of
Intas Pharmaceuticals Limited for their cooperation, inputs, help and technical support. The entire
internship tenure has exposed me to the most practical aspects of the business which was a
platform for me to apply the learnings from college on the field. The exposure is very important as
knowledge about the field is the major factor for any successful marketing strategy. I would
always be obliged to Intas Pharmaceuticals, Limited for this opportunity.

I would like to thank Dr. Shalini Gulecha, my faculty mentor at SIES College of Management
Studies (SIESCOMS) for her valuable guidance and support. I would like to extend my gratitude
to Prof. Jharna Lulla, Placement Manager at SIESCOMS for her kind assistance in the entire
process of the internship.

I also want to thank my fellow interns whom I worked with and all my classmates and close
friends for their love and support.
I would like to sincerely thank all the respondents i.e. doctors whom I met during my project for
their valuable time and guidance.

Date: Signature of Candidate:

Place: Sumit Gaikar.

 EXECUTIVE SUMMARY

This project is included as part of PGDM (Pharmaceutical management) and was conducted

from 3th May 2019 to 3th August 2019 as a summer internship project with Intas
Pharmaceuticals Limited under the cardio-diabetic division named ‘Supriva’. The title of the
project is “Improvisation of sales for the Cardio-Diabetic therapy in Navi Mumbai and
Market research on launch of Nasal Spray”. The key objective was to exhibit a marked
difference in the existing business for Supriva division of Intas Pharmaceuticals Limited in
Navi Mumbai, Maharashtra. The primary objectives were; conversion of non-prescribing
doctors to prescribers and to carry out periodic follow-ups with the existing prescribers in
order to withhold the base and to bring about an increment in the current business by means of
various scientific exchange programs and scientific camps focused on customer as well as
consumer engagement.
This sales-oriented project was in –effect for tenure of twelve weeks; beginning with the
secondary research about the pharmacodynamics of the varied SKU’s available in Supriva
division which includes multiple combinations of Telmisartan, Teneligliptin, Glimepiride and
Ranolazine and Dabigatran along with their comparative prices with respect to other
competitive brands. Subsequently, RCPA was done as a part of the primary research to
understand the movement of the brands under the umbrella of Supriva division with the
competitor brands. Prior to initiation of the project, the area of Navi Mumbai, a metro region
was briefly scrutinized for the prescription trends of the doctors practicing in the area. The
sample included cardiologists, diabetologists, surgeons, nephrologists and consulting
physicians.

After the completion of the project, the pivotal observations were that the cardio-diabetic
segment of Navi Mumbai market was of huge potential and the present coverage was limited
to doctors practicing in Navi Mumbai city only. The sole reason of limited coverage was
presumably insufficient work force. However, with an improvement in sales after the
completion of project, the top management has now agreed to make Navi Mumbai as a
standalone headquarter.
Research Methodology:

For understanding, analysis and completion of project primary and secondary data was
utilized. The data obtained in primary and secondary research was of qualitative
nature. Secondary data on the disease condition, symptoms, causes, risk factors,
complications, prevention, treatment etc was obtained using research articles,
guidelines and report. Primary data was obtained from a set of 50 doctors with insights
from various stakeholders involved in the management of the disease condition.

Data Analysis:

Data analysis includes the analysis of primary data obtained from the respondents
(doctors) and additional data obtained from various stakeholders which came across
during field work. This data is used to understand the prescription behavior of the
doctors to identify various competitor brands in the area visited. Also, various
promotional strategy was observed, analyzed and executed during field work. Once all
data was collected it was critically analyzed to arrive at a reasonable conclusion and
recommendations, which the company can use or refer to come out with new strategies
or approaches which will help a particular brand to grow effectively.
 TABLE OF CONTENTS:

Sr. Particulars/Title Pg.

No No

1. Introduction. 01

1.1 Company Overview. 01

1.2 Project Overview. 07

1.3 Objective of the Project. 08

1.4 Scope of the Project. 09

1.5 Purpose and Significance of the project. 10

1.6 Limitations of the Project. 11

2. Project methodology. 12

2.1 Data Analysis. 13

3. Conclusion. 21
4. Recommendations. 23
4.1 References. 42
4.2 Appendix. 42
 TABLE OF FIGURES:

Sr. No Title Pg. No

1. Doctor list for Navi Mumbai. 13

2. Prescribers & non-prescribers. 14

3. Specialty doctors & brands prescribed. 15

4.1. Sales for May-2019 (no. of strips). 16

4.2. Sales for June-2019 (no. of strips). 17

4.3. Sales for July-2019 (no. of strips). 18

5. Sales from May'19-July'19 (in Rs). 19

1. INTRODUCTION:
1.1. Company Overview:

❖ Intas Pharmaceuticals Ltd. is an Indian multinational pharmaceutical company

headquartered in Ahmedabad city of Gujarat.

❖ Founded-1984.

❖ Chairman- Patriarch Hasmukh Chudgar.

❖ Managing Director- Surender Tuteja Kumar, Sanjiv Dwarkanath Kaul, Nimish Hasmukh
Bhai Chudgar.

❖ It is involved in the manufacturing pharmaceutical products, pharmaceutical substances

and intermediates.

❖ It has 13 Marketing divisions.

❖ Mission: "Contributing towards better healthcare through innovation. Maximizing value

for our stakeholders and customers ".

❖ Vision: “To continually set new benchmarks in global healthcare with power of human
expertise, innovative research and advanced technology”.

SUMMER INTERNSHIP PROJECT 2018 Page | 1

Supriva Division:

Intas Supriva is a specialty division in Cardio & Diabetic segment for Intas Pharmaceuticals
Limited wherein during recent years; they have been providing their quality products and
services to the doctors. The commitment is to emerge as a knowledge-oriented division/company
and this goal is tried to achieve through various innovative academic services and programs like
international standard conferences, CME & other scientific oriented services.

SARTEL M: In treatment of Hypertension, 24×7 blood pressure control & more

TENIVA M: For effective glucose control in Type 2 diabetes
ZORYL MF: In patients with Type2diabetesmellitus

The various SKU’s under the brand of SARTEL are as follows:

SUMMER INTERNSHIP PROJECT 2018 Page | 2

➢ Sartel 20/40/80: This SKU contains of plain Telmisartan in differing strengths of 20 mg,
40mg and 80mg. Telmisartan is used to treat high blood pressure, prevent stroke and other Heart
diseases. A proper diet and regular exercise should be maintained along with taking this
medicine. This medicine is effective in elderly population who are at higher risk of developing
heart diseases. Lowering high blood pressure helps prevent strokes, heart attacks, and kidney
problems. Telmisartan belongs to a class of drugs called angiotensin receptor blockers (ARBs).
It works by relaxing blood vessels so that blood can flow more easily. Telmisartan blocks the
vasoconstrictor and aldosterone-secreting effects of angiotensin II by selectively blocking the
binding of angiotensin II to the AT1 receptor in many tissues, such as vascular smooth muscle
and the adrenal gland. Its action is therefore independent of the pathways for angiotensin II
synthesis.
The more common side effects that occur with Telmisartan include sinus, pain and congestion,
back pain, diarrhea, sore throat, headache, dizziness, fatigue, etc.

➢ Sartel C 40/80: This SKU contains Telmisartan with Chlorthalidone wherein the
concentration of chlorthalidone is 6.25mg and 12.5mg with Telmisartan 40mg and 80mg
respectively. Chlorthalidone belongs to the group of medications called diuretics. It is also an
antihypertensive. This medication is used to treat fluid retention (edema) occurring with
congestive heart failure and disorders of the liver and kidney. It is also used alone or in
combination with other medications to treat high blood pressure. Chlorthalidone works by
making the body lose excess water and salt.
Common side effects of Chlorthalidone include low levels of potassium, sodium, and
magnesium in the body, high calcium and uric acid levels in the body, high blood sugar levels in
those with diabetes, dizziness, lightheadedness, etc.

➢ Sartel-AM 40/80: This SKU constitutes Telmisartan with Amlodipine wherein the
concentrationofAmlodipineis5mgandthatofTelmisartanwouldbeintheconcentration of 40mg or
80mg. Amlodipine decreases arterial smooth muscle contractility and subsequent
vasoconstriction by inhibiting the influx of calcium ions through L-type calcium channels.
Calcium ions entering the cell through these channels bind to calmodulin. Calcium-bound
SUMMER INTERNSHIP PROJECT 2018 Page | 3
 calmodulin then binds to and activates myosin light chain kinase (MLCK). Activated MLCK
catalyzes the phosphorylation of the regulatory light chain subunit of myosin, a key step in
muscle contraction. Signal amplification is achieved by calcium-induced calcium release from
the sarcoplasmic reticulum through ryanodine receptors. Inhibition of the initial influx of
calcium decreases the contractile activity arterial smooth muscle cells and results in
vasodilatation. The vasodilator effects of amlodipine result in an overall decrease in blood
pressure. Amlodipine is a long-acting CCB (Calcium Channel Blocker) that may be used to treat
mild to moderate essential hypertension and exertion-related angina (chronic stable angina).
Another possible mechanism is that amlodipine inhibits vascular smooth muscle carbonic
anhydrase I activity causing cellular pH increases which may be involved in regulating
intracellular calcium influx through calcium channels. The most common side effects that can
occur with amlodipine include swelling of legs or ankles, tiredness or extreme sleepiness,
stomach pain, nausea, dizziness, arrhythmia, palpitations, abnormal muscle movements, tremors,
etc.

➢ Sartel-Beta 25/50: Sartel-Beta has Telmisartan in the strength of 40 mg and Metoprolol in

the strength of 25mg or 50mg. Metoprolol is a cardio selective β1-adrenergic blocking agent used
for acute myocardial infarction (MI), heart failure, angina pectoris and mild to moderate
hypertension. It may also be used for supraventricular and tachyarrhythmia and prophylaxis for
migraine headaches. Metoprolol is structurally similar to bisoprolol, acebutolol and atenolol in
that it has two substituents in the para position of the benzene ring. The β1-selectivity of these
agents is thought to be due in part to the large substituents in the para position. At low doses,
metoprolol selectively blocks cardiac β1-adrenergic receptors with little activity against β2-
adrenergic receptors of the lungs and vascular smooth muscle. Receptor selectivity decreases
with higher doses. Unlike propranolol and pindolol, metoprolol does not exhibit membrane-
stabilizing or intrinsic sympathomimetic activity. Membrane-stabilizing effects are only observed
at doses much higher than those needed for β-adrenergic blocking activity. Metoprolol possesses
a single chiral center and is administered as a racemic mixture.

Common side effects of metoprolol include dizziness or lightheadedness, tiredness, depression,

nausea, dry mouth, stomach pain, etc.

SUMMER INTERNSHIP PROJECT 2018 Page | 4

➢ Sartel-H: Tellzy-H is a combination of Telmisartan and Hydrochlorothiazide (HCTZ).
Telmisartan is available in the strengths of 40mg and 80mg along with Hydrochlorothiazide in
the strength pf 12.5mg. A thiazide diuretic often considered the proto typical member of this
class. It reduces their absorption of electrolytes from the renal tubules. This results in increased
excretion of water and electrolytes, including sodium, potassium, chloride, and magnesium .it
has been used in the treatment of several disorders including edema, hypertension, diabetes
insipidus, and hypoparathyroidism.

The side effects of HCTZ include abdominal pain, constipation, coughing up blood, diarrhea,
dizziness, nausea, headache, etc.

➢ Teniva 20: This brand of Supriva division deals with the molecule Teneligliptin, Teniva
has plain Teneligliptin in the strength of 20mg and is administered in cases of Type 2 Diabetes
Mellitus (T2DM). Teneligliptin, a novel DPP-4 inhibitor, exhibits a unique structure
characterized by five consecutive rings, which produce a potent and long-lasting effect.
Teneligliptin is currently used in cases showing insufficient improvement in
glycemiccontrolevenafterdietcontrolandexerciseoracombinationofdietcontrol,

exercise, and sulfonylurea- or thiazolidine-class drugs. In adults, teneligliptin is orally

administeredatadosageof20mg once daily, which can be increased up to 40 mg per day.
Becausethemetabolitesofthisdrugareeliminatedviarenalandhepaticexcretion, no dose adjustment
is necessary in patients with renal impairment. The safety profile often teneligliptin is similar to
those of other available DPP-4 inhibitors. However, caution needs to be exercised when
administering teneligliptin to patients who are prone to QT prolongation. One study has reported
that the postprandial blood glucose-lowering effect soft teneligliptin administered prior to
breakfast were sustained throughout the day, and the effects observed after dinner were similar
to those observed after breakfast or lunch. Thus, although clinical data for this new drug are
limited, this drug shows promise in stabilizing glycemic fluctuations throughout the day and
consequently suppressing the progression of diabetic complications.
The side effects of Teneligliptin include headache, hypoglycemia in combination with insulin
sulphonylurea, nausea, vomiting, nasopharyngitis, stomach pain and upper respiratory tract
infections.
SUMMER INTERNSHIP PROJECT 2018 Page | 5
➢ Teniva-M/Teniva-M Forte:
It contains Teneligliptin in the strength of 20 mg combined with Metformin in a sustained
release form with the strength of either 500mg or 1000mg. Metformin is a biguanide anti-
hyperglycemic agent used for treating non-insulin-dependent diabetes mellitus (NIDDM). It
improves glycemic control by decreasing hepatic glucose production, as well as decreasing
glucose absorption and increasing insulin-mediated glucose uptake. Another well-known benefit
of this drug is modest weight loss. Metformin is the drug of choice for obese NIDDM (non-
insulin dependent diabetes mellitus) patients. Metformin's mechanisms of action are unique from
other classes of oral anti- hyperglycemic drugs. Metformin decreases blood glucose levels by
decreasing hepatic glucose production (gluconeogenesis), decreasing the intestinal absorption of
glucose and increasing insulin sensitivity by increasing peripheral glucose uptake and utilization.
Metformin inhibits mitochondrial complex I activity, and it has since been generally postulated
that its potent antidiabetic effects occur through this mechanism.
The common side effects include physical weakness (asthenia), diarrhea, gas (flatulence),
symptoms of weakness, muscle pain (myalgia), upper respiratory tract infection, low blood
sugar (hypoglycemia), abdominal pain (GI complaints), lactic acidosis (rare) low blood levels of
vitamin B-12.

➢ Zoryl M Forte/Zoryl MF: Glimepiride in the strength of 1 mg or 2 mg with

metformin in the strength of 1000mg in a sustained release form is present in Glisen M Forte
and in the MF variant metformin with a 850 mg concentration is present. The mechanism of
action of glimepiride in lowering blood glucose appears to be dependent on stimulating the
release of insulin from functioning pancreatic beta cells, and increasing sensitivity of peripheral
tissues to insulin. Glimepiride likely binds to ATP-sensitive potassium channel receptors on the
pancreatic cell surface, reducing potassium conductance and causing depolarization of the
membrane. Membrane depolarization stimulates calcium ion influx through voltage- sensitive
calcium channels. This increase in intracellular calcium ion concentration induces the secretion
of insulin.
The side effects observed are headache, nausea, vomiting, weakness, chest pain, etc.

SUMMER INTERNSHIP PROJECT 2018 Page | 6

1.2. Background of the project:

With increasing life expectancy and prevalence of lifestyle diseases, India is reported to have the
highest number of diabetic and hypertensive individuals in the world. This makes the cardio-
diabetic market of India to be a market with huge potential and with an ever-increasing scope for
organic growth. The southern part of the country is considered to be the hub of cardio-diabetic
patients. This is due to better awareness about the disorders among the masses and easy
availability of specialty doctors in those areas.
Intas Pharmaceuticals Limited. deals with this segment of therapy by virtue of their five
divisions namely Supriva, Ayyoka, Vector, Vector Av, Xenith and Sybella; Supriva being the
flagship division in this segment and consists of five major brands along with different
combinations representing the different SKU. Teniva, Teniva-M, Tenvia-m Forte, Zoryl, Zoryl-
M, Zoryl-MF Forte, Sartel, Sartel-AM are the brand names in this segment. Supriva division of
Intas Pharmaceuticals is the market leader in the north-eastern part of the country.

The project involved initial secondary research which included gaining scientific knowledge
about the brands of the division and the pricing trends of various competitor brands followed by
a detailed RCPA in the chemist counters of the territory to gain knowledge about the movement
of the brands of Supriva division along with the competitor brands.
Following this, observation sewer done to get insights about doctor’s response towards the
brands of Intas, their prescription pattern and the expectations of doctors from a pharmaceutical
company.
A track on the business of competitor brands were identified with the help of competitive
intelligence, interactions with the pharmacy in-charge at hospitals which had their own
pharmacy and interaction with medical representatives of other companies.
With the aim of expanding business, this project was undertaken in the area of Navi Mumbai
which is basically a non-metro setup and is a market with immense potential. Overall the project
contributed in bringing about a growth in the existing business for Intas Pharmaceuticals
Limited in the region of Navi Mumbai and convinced the top managements to make this area as
a standalone headquarter and employ a separate medical representative to cater to this high
potential market including the adjoining areas along with Navi Mumbai city.

SUMMER INTERNSHIP PROJECT 2018 Page | 7

1.3. Objective of the project:

Primary Objective:
To improve sales for Supriva division of Intas Pharmaceuticals Limited. Which deals with
cardio diabetic products in Navi Mumbai, a non-metro setup?

Secondary Objectives:
• To make a strong base for Supriva division in the cardio-diabetic market of Navi Mumbai.
• To study about existing competitors in the target market.
• To identify potential doctors who can generate good business for the division.
• To effectively handle the prescribing doctors in order to not only retain the existing business but
also to bring an increment in the business obtained from those pool of doctors.

SUMMER INTERNSHIP PROJECT 2018 Page | 8

1.4. Scope of the project:

• The doctors’ list included diabetologists, cardiologists, nephrologists, surgeons and consulting
physicians spread across the various localities of Navi Mumbai City. The assessment of the data
obtained from RCPA, observations from doctor’s behavior, interactions with medical
representatives of other companies all contributed in the generation of valuable critical insights
to fulfill the objectives.

• The RCPA helped to gain knowledge about the leading brands in the territory, another important
insight obtained was that the data gave information about the various preferred combinations of
doctors practicing nearby which in a way helped to promote and focus on those particular
brands.

• While detailing, the responses were keenly gauged so as to get an insight in their preference for
a particular molecule or a combination with respect to a specific disease/disorder which helped
in devoting more time in explaining the advantages of those particular brand sex clouding the
rest. This part of the work helps in increasing the overall sales as there is non-uniform pattern of
promoting brands. The promotion is more of need based and one will be able to bring in an
overall growth and not growth pertaining only to a single brand or a pool of very few brands.
The market not being worked with full efforts has a lot of opportunities to proliferate big way
and the segment

• being one of the fastest growing segments in India has immense scope for conversion of non-
prescribers as well as to convince those doctors to prescribe more brands of Supriva who were
previously prescribing only one brand. Once the number of prescriptions generated increases it
would be easier to have a hold on the floating business as well because repeated prescriptions of
a particular brand will make the chemist counters to be updated with stocks of Supriva division.
Such changes would definitely pave new ways to earn revenue from floating business as well.
Even though the brands in this division are only sold through prescription, in an Indian setup
once the consumer is familiarized with the brand, they tend to demand the same brand at the
chemist counter for further consumption.

SUMMER INTERNSHIP PROJECT 2018 Page | 9

1.5. Purpose and significance of the project:

• With 17 divisions dealing with various therapies having their presence in almost every part of
the country, Intas Pharmaceuticals Limited are considered to be pioneers in segments like
antibiotics, orthopedic drugs, etc. and have huge scope to be pioneers in the cardio-diabetic
segment as well. As, Supriva is already a market leader in the north eastern part of the country,
the southern market being a market of much more value and volume if tapped properly will
generate significant revenue for the company.

• After the extensive work carried out in the span of three months it became clear that there is
huge potential for Supriva division to have a strong hold in this market. From a sales
perspective, to build a sustainable relationship with the doctor within the limited span of two
months was a challenge but that was achieved to an appreciable extent.

• Intas Pharmaceuticals Limited, after their grand success with brands like Azithral, Brozeet, etc.
which caters to the general division are now earnestly working towards making their strong
presence in the chronic segment of cardio-diabetic division. As Navi Mumbai is an unraveled
territory for this division, making this a standalone headquarter will give an opportunity to
converse with much more doctors and subsequently would result in conversion of this doctors
for the brands of Supriva division.

SUMMER INTERNSHIP PROJECT 2018 Page | 10

1.6. Limitations of the project:

• Being a non-metro setup, doctors’ practice in localities farther from each other, this at times
caused missing up on a few doctors for regular follow-ups.

• The doctor list had doctors limited only to Navi Mumbai City, which restricted the extent of
available business as there are areas in the out skirts of Navi Mumbai city with huge potential.
This was mainly because during the time of the project it was an outstation area and not a
standalone headquarters.

• Inability or unwillingness on the part of some respondents during the initial part of the project
when survey was undertaken to answer all questions asked; also, their statements cannot be
verified.

• With multiple competitors, it is quite a late entry for full-fledge working in this market which
makes the process of improvisation of business a bit more challenging.

• In this area, most of the clinics and hospitals had their own pharmacy hence the business at the
chemist counters were more of the floating kind. Such business is really difficult to track.

• The pharmacy available in a hospital or a clinic was highly reluctant and hesitant in sharing
insights for the survey.

• Authentication of data received can be considered as a major limitation of the project.

SUMMER INTERNSHIP PROJECT 2018 Page | 11

2. PROJECT METHODOLOGY:

• Project Design:

A particular set of questions were asked to the chemists. The questions probed aspects of
awareness of the molecule and its corresponding combinations, availability of those molecules,
volume of the selling combinations and their corresponding brands; and the history of
prescriptions honored; this includes aspects like the doctors whose prescriptions reach that
counter, the molecules and the combination preferred by the doctor, brands prescribed currently
by the doctor and volume of sales acquired by virtue of that particular doctor.

• Data Collection:

Primary data was collected by conducting personal interviews with -

• Retail chemists
• Hospital pharmacies
• Doctors
• Medical representatives of other companies

The interview conducted was unstructured in nature.

Secondary data was collected from information available through web pages, research papers
and literature provided by company.

SUMMER INTERNSHIP PROJECT 2018 Page | 12

 2.1. Data Analysis:

Fig.1 Doctor list for Navi Mumbai.

14

12

10

0
Cardiologist Diabetologist Nephrologist Endocrinologist Consulting
Physician

Fig.1: depicts the categorization of 27 doctors (as per the company list) of Navi Mumbai. This
included 8 cardiologists, 2 diabetologists, 4 nephrologists, 1 endocrinologist, and 12 consulting
physicians

Sales

Prescriber
Non prescriber

Fig. 2: shows the no of prescribers & non-prescribers. Out of these 60 doctors in this list,
before the initiation of the project only 35 doctors were prescribing. By the completion of the
project 2 more doctors started prescribing which made the prescriber base of 15 doctors in total

SUMMER INTERNSHIP PROJECT 2018 Page | 13

 12

10

8
DIABETOLOGIST
6
CARDIOLOGIST
4
CONSULTING
2 PHYSICIAN
0

Fig.3: Specialty doctors and Brands prescribed.

Fig.3 shows the distribution of brands amongst various specialties. It can be observed that
Teniva being the flagship brand of the division has maximum prescribers. Teniva-M has a total
of 10 prescribers out of which 6 are consulting physicians and 6 are diabetologists. Sartel is
prescribed by three cardiologists. Sartel-H is prescribed by one consulting physician and one
diabetologist. Zoryl is being prescribed by 3 diabetologists. Nervz B is prescribed by one
consulting physician. TAH is prescribed by 4 consulting physician and 2 diabetologist. Zoryl-M
is prescribed by two consulting physicians.

SUMMER INTERNSHIP PROJECT 2018 Page | 14

 Sales for the May-19( Nos. Of Strips )
Brands

242

149 145
120

78
53
25

TENIVA TENIVA-M SARTEL SARTEL-H ZORYL NERVZ B-12 TAH

Fig.4.1 Sales for May-2019 (no of strips).

Fig 4.1 denotes the secondary sales for the brands of Supriva division in terms of the number of
strips sold. Teniva was the brand with highest sales volume, having a count of 242 strips in that
month. Followed by Teniva-M with 120 strips, which is known to be the flagship brand for
Supriva. Sartel and Sartel-H did sales of 149 strips and 53 strips respectively. Zoryl, Zoryl-M
and Tah had comparatively slow movement. Nervz B had 145 strips sales in this month. The
total value of secondary sales in May-2019 was Rs. 216807.5

SUMMER INTERNSHIP PROJECT 2018 Page | 15

 Sales for the July -19 ( Strips )
Brands

323
285

153 158

95
58
40

TENIVA TENIVA-M SARTEL SARTEL-H ZORYL NERVZ B-12 TAH

Fig.4.3: Sales for July-2019 (no of strips).

Fig4.3indicates sales for July-2019, Teniva -M had been the brand with maximum sales volume
with 90 strips. Teniva has shown an increase of 15 strips Sartel has shown an increase to 28
strips from its previous month’s sale of 125 strips. Nervz B has been the brand with huge change
with a decrease from 37 strips from June-2019 and increase sale in 46 strips in July-2019, a
positive change of more than 10 times. Zoryl, Zoryl M, Sartel AM have shown a decline from
their previous month’s sales volume. Teniva MF has managed to retain its previous month’s
base and also is having an increase of 22 strips than the previous month. The secondary sales
value for July-2019 was Rs.260633. By the end of this month, there was a conversion of a
potential doctor named Dr. Dhanarathinam and in the span of two months a good rapport was
built with the prescribers. The survey helped to understand the preference of combinations by
the doctors. This helped to promote suitable brands to them in a focused manner.

SUMMER INTERNSHIP PROJECT 2018 Page | 16

 SALES FROM MAY 19 – JULY 19 ( RUPEES )
SALES

260633
243468.62
216807.5

May-19 Jun-19 Jul-19

Fig.5 Sales from May'19-July'19 (in Rs)

Fig.5 indicates sales of Supriva division in Navi Mumbai city from May-2019 to July-2019.The
incremental sales value from June’19 to July’19 was Rs.17164. The growth observed was 20%.
This high growth was achieved mainly because the sales happened in a more distributed way. As
compared to the previous months, more brands showed a significant contribution to the total
business obtained in July-2019. It is always advisable to have one’s total business to bed is
tribute uniformly with the maximum brands possible in that division. This becomes an important
aspect as in future even if the sales of one brand goes down it will not cause a drastic fall in the
business. Distribution also helps in compensation for the business lost from one brand from the
other brands in an easier manner. Whereas the approach of few brands bringing in significant
business creates a big impact if the high grossing brand shows a terrible fall in the sales. This
affects the total business and recovery becomes an uphill task. This can be very well interpreted
from the decrease in business from May-2019 to June-2019 where Teniva showed a increase of
38% for June-2019. If this figure was distributed among two other brands the impact may not
have been this severe. The decline of sales in terms of value was Rs.8033.12 and in terms of
percentage was 26% less than the previous month. The strategy to focus on brands other than the
ones doing well helped to not only brings back the lost business but also brought an increment in
July-2019 compared to the value of May-2019. The increase in business valued Rs.43826.25 and
the growth observed was 22.56% compared to the sales figure of May-2019. The average sales
for three months are Rs.240303.25.
SUMMER INTERNSHIP PROJECT 2018 Page | 17
3. CONCLUSION:

The primary objective was to improve sales for Supriva division of Intas Pharmaceuticals
Limited. Which deals with cardio diabetic products in Navi Mumbai? The higher population of
patients with increased lifestyle disorders, more government doctors practicing in this area in
their private clinics, higher doctor to patient ratio, etc. is all factors which would ensure high
business for Supriva division in the coming years as this is a market with immense scope and
potential.

The secondary objective was to create a good strong base for the division in Navi Mumbai,
identify the nature of business for the competitors, convert non-prescribing doctors to
prescribing doctors, retain business from the prescribing doctors and bring an increment in the
existing business.

The competitor analysis which was done by means of RCPA, interaction with representatives of
other companies helped to understand the position at which the products of Supriva division
stands among competitors and also helped to plan a targeted marketing approach. The
prescription pattern of the doctors was gauged closely and accordingly brands were promoted.
The combinations most preferred was focused along with the combinations which had an
advantage over the preferred combination. This approach helped to build a need-based
marketing approach instead of the traditional approach of promoting the flagship brand of the
division or convincing the doctor to prescribe the most primitive combination available; this
happens when the doctor wants to prescribe just for the repeated visits of the medical
representative. A primitive combination also costs the least which would show a small change in
the total business compared to a brand of newer combination.

Supriva can target a few big hospitals in the vicinity of Navi Mumbai like Rose Mary Mission
Hospital, kamothe Cardiac Care, and Galaxy Hospitals. Entry into these hospitals is difficult but
with continued efforts if one manages to get an entry then these hospitals can generate great
business for them. The basic observation and suggestion to the working field force was to make
a change in their approach of pitching. The suggestion was to increase the distribution extent of

SUMMER INTERNSHIP PROJECT 2018 Page | 18

the brands, promoting brands based on the need and preference of the doctor. A uniform
detailing would hence not be able to generate business. Target marketing, regular interactions
with doctors apart from the Routine detailing to ask about the feedback of the brands prescribed
by the doctor and the expectations of the doctor from a particular drug. This feedback is to be
communicated with the PMT regularly. This would hence be helpful to bring in innovations and
hence generate a competitive advantage. Routine RCPA is another decisive aspect as it is a
means by which one can track business and cross check the doctor’s prescribing habits.
Before, the initiation of the project this was an outstation area with not much focus on this
market. Continued efforts for two months in this territory proved that this is a territory to be a
standalone territory and not just an outstation area. As there was a marked increase in the sales.
By the end of the project tenure the top management was convinced that this should be sandal
one head quarter and had approved for employing a separate representative for this territory and
t head joining areas.

SUMMER INTERNSHIP PROJECT 2018 Page | 19

4. RECOMMENDATIONS:

Supriva division of Intas Pharmaceuticals, Limited handles products of cardio-diabetic therapy.

The therapy which is considered to be one of the fastest growing therapies in India. It is more of
a lifestyle disorder in the past decade or so. The number of patients has been increasing
drastically and so are the doctors specializing in this therapy. This is hence a therapy of immense
potential. The southern region of India is considered to be a region with higher number of
educated people. The presence of more educated people in the area means there is an increased
awareness among the masses about health care. Generally, lifestyle disorders are observed to be
more common in this class of population. Hence, Supriva division has huge scope to proliferate
business in this territory.

Navi Mumbai is a big market as it is a district in itself and the nearby areas like Taloja,
kalamboli and ulwe are also markets with huge scope. The initial observation was that this is an
area which has the potential to be a headquarter and even being an outstation, this area generated
a business of more than Rs.30, 000. As, during the termination of the project the territory was
made as a standalone headquarter. The medical representative should put in efforts to cover all
the other mentioned areas along with Navi Mumbai City.

The decision of keeping it as an outstation for such a long time was low business from this area
by the previously worked representatives. The company should have thought on a wider
prospect and by assessing the market potential, it should have been made as a standalone
headquarter back in 2010 when this division was first launched. If that would have been done
today the business would have been nothing less than Rs. 3,00,000 instead of Rs.30,000. The
lateen try makes it challenging but not impossible to increase business. As in two months there
was a positive growth in business. On a longer run, continued efforts would definitely reap
benefits.

SUMMER INTERNSHIP PROJECT 2018 Page | 20

The sales of the division before the start of the project were concentrated in nature. i.e. a few
brands were responsible for the total business whereas most of the brands did negligible or no
business. By the end of the project there was a distribution in sales observed across brands.
Hence, by virtue of a detailed RCPA, the medical representative should tap potential doctors
who can support various brands.

The prescriber base should also increase because a condition of having fewer doctors giving
more business is dangerous. In such a scenario, even when one doctor stops prescribing it affects
the business big time. A distributed approach both with respect to brands and the doctors helps
to handle situations when one or two doctors stop prescribing the brands of Supriva division.

The medical representative should be majored in pharmacy or any of the life sciences. This is
important because they are handling a chronic segment which involves a lot of scientific
knowledge. A medical representative without a scientific knowledge would not know the
importance of explaining the science of a brand to the doctor and also to address any scientific
queries raised by the doctors. An absence of scientific knowledge makes them to talk only about
the camps and inputs provided by the company. The attitude also then changes in a way that they
believe that only transactional marketing approach can generate business.

Research and development can be more focused on. This is a market with lot of saturation in the
recent days. A new feasible combination would give a competitive advantage. The R&D can be
with respect to increased efficacy, reduced side effects, increased compliance, etc. The strengths
of available combinations can be altered after a feedback from the doctors with respect to their
expectations and requirements.

SUMMER INTERNSHIP PROJECT 2018 Page | 21

 PROJECT: 2

❖ Market research on launch of Nasal Spray

SUMMER INTERNSHIP PROJECT 2018 Page | 22

 TABLE OF CONTENTS:

Sr.No Particulars/Title Pg. No

1. Methodology 27

1.1 Objectives 27

1.2 Quantitative Research 27

2. Primary and Secondary 28

Research
3. Sources of Data 29
Collection
4. Data analysis 30

5. SWOT Analysis 39

6. Findings 41

7. Recommendations. 42

8. Major competitors 43

9. References and appendix 46

SUMMER INTERNSHIP PROJECT 2018 Page | 23

➢ Methodology

1.1. Objectives

• To understand the Anti-Allergic Nasal market.

• To targeted specialty ENT and Chest physician.
• To find the gaps in the existing Nasal products.

1.2. Quantitative Research:

Quantitative research was done during these projects. The main objective of these projects was
market research in the “Supriva” divisions of the Intas pharmaceutical ltd. The technique used was
probing through questionnaire.
Quantitative research was done along with cross sectional study by testing the concept of new
product in different metropolitan areas of Navi Mumbai.

SUMMER INTERNSHIP PROJECT 2018 Page | 24

➢ Primary and Secondary Research:

Primary research:

Primary research is defined as actual, firsthand accounts of the study written by a person who was
part of the study. The methods vary on how researchers run an experiment or study, but it typically
follows the scientific method. One way you can think of primary research is that it is typically
original research. Survey method was used to collect the data from the Doctor’s & Pharmacy
stores.

Secondary Research:

Secondary research is the research data collected from the literature available in the form of
journals, news articles, company database, etc.

SUMMER INTERNSHIP PROJECT 2018 Page | 25

➢ Sources of Data Collection

Data collection is one of the most important stages in conducting a research. Data collection needs
thorough planning and it begins with determining what kind of data is required followed by the
selection of sample from a certain population. Data can be divided into two types, namely
quantitative and qualitative. Quantitative data is numerical in nature and can be mathematically
computed. Qualitative data are mostly non-numerical or usually descriptive and nominal in nature.

Primary Data:
• Area was divided like Navi Mumbai.
• Total Doctors covered was: - 40
• Specialties covered is: - ENT, Chest Physician.

SUMMER INTERNSHIP PROJECT 2018 Page | 26

➢ Data Analysis:

1. What is your most preferred drug delivery system for patients

with AR?
100
90
80
70
60
50
40
30
20
10
0
ENT'S PEADIATRIC CP/GP

▪ 95% ENTs, 83% Peadias & 73% CP/GP prefer Nasal Spray as a drug delivery
system for their patients with Allergic Rhinitis.

2. Doctor, for what conditions do you prescribe nasal sprays to your

patients?

ALLERGIC NASAL
RHINITIS POLYPS

NASAL
SINUSITIS
BLOCK

ADEN
POST-
ODITI OP
S

• Most common conditions in which Dr’s. Rx Nasal Sprays

SUMMER INTERNSHIP PROJECT 2018 Page | 27

3. Doctor to what percentage of patients with AR do you prescribe nasal
sprays?
• ENT’S on an average prescribe Nasal Sprays to 83% of their patients with AR.
• Pediatricians on an average prescribe Nasal Sprays to 46% of their patients
with AR.
• CP’s % GP’s on an average Nasal Sprays to 49% of their patients with AR.

4. Doctor, along with nasal spray which is the other therapy that you co-
prescribe to patients with AR?
• Anti-Histamines
• Montelukast
• Levocetrizine + Montelukast
• Decongesant
• Anti allergics
• Fexofenadine

5. Doctor, to what age group do you prescribe nasal spray for patients with
AR?
• Nasal Sprays are prescribed to mostly all age patients above 2 years.

6. Doctor, for what duration do you prescribe nasal spray for patients with
AR?
• All the Dr. Specialities prescribe Nasal Sprays for at least 1-3 months to their
patients
SUMMER INTERNSHIP PROJECT 2018 Page | 28
7. Doctor, what are the important attributes of a nasal spray that makes it a
preferable choice for patient’s AR?
• Ease of Administration
• Quick Relief
• Less Side Effects
• Local Action
• Better Delivery System

8. Doctor, for the following class of molecules which one do you prescribe,
for what indication, key reasons & brands?

2% 2% 12%
21%
29%
32%
26%
14% 36%
24%
2%
F+A
FF
F+A FF FP MS FLUTICASONE

SUMMER INTERNSHIP PROJECT 2018 Page | 29

 11%

39%
22%

22%
6%

F+A FF FLUTICASONE FP MS

9. Doctor, what are your major concerns regarding the nasal sprays
currently present in the market for AR?

BITTER TASTE AZELASTINE MAKES IT BITTER

DURATION OF THERAPY DRUG DELIVERY SYSTEM

SUMMER INTERNSHIP PROJECT 2018 Page | 30

10. Doctor, what are the feedbacks you receive from your patients with AR?
• Good results
• Bitter taste
• Mechanical problems
• Nasal irritation
• Fear of steroids
• Costly
• Inconvenient for children

11. Doctor, what is your recommendation to a new company entering this

category for filling any unmet need?
• User friendly model
• Better mechanism to avoid wastage
• Enhance delivery system like sol spray (Abbott)
• jet technique
• Nozzle shape
• Instruction to use in all language
• Increase metered dose
• Steroids with antihistamine combination good in
AR
• Odourless spray
• Fun packaging for children
• Strengths for various age groups
• Add moisturizing agent - aloe Vera
• Proper patient education
• Dose counter on the spray

SUMMER INTERNSHIP PROJECT 2018 Page | 31

 SWOT Analysis:

STRENGTH: (Internal)
1) Nasal Spray Market is growing at 20% (AWACS FEB’19)
2) Most preferred by Doctors for AR
3) Prescribed for long term use in AR
4) Prescribed to all patients above 2 years
OPPORTUNITY: (External)
1) Prescribed along with Anti Histamines – compliments our portfolio
2) No innovative drug delivery system presents in the market
3) Less promotion & low Brand Recall of current nasal sprays

WEAKNESS: (Internal)
1) Bad after taste
2) Side effects like – Irritation, nasal dryness
3) High Cost
THREAT: (External)
1) Low Patient Compliance
2) Presence of dominating companies like Cipla, Zydus and GSK dedicated to
respiratory segment.

SUMMER INTERNSHIP PROJECT 2018 Page | 32

❖ FEW RECOMMENDATIONS FOR PRODUCT LAUNCH FROM
FIELD SURVEY

➢ FINDINGS:

1) ENTs prescribe Nasal Sprays the most, on an average to 83% of

their patients with AR

2) Anti Histamine + Montelukast is prescribed along with Nasal

Sprays

3) Better delivery system and ease of administration are the key

attributes doctors look for while prescribing nasal sprays

4) Pediatricians have fear of using steroidal molecules in children

and there is lack of clinical studies for safety in children

5) Doctors fail to connect the brand with the molecules and low
brand recall of nasal sprays

SUMMER INTERNSHIP PROJECT 2018 Page | 33

➢ RECOMMENDATIONS:

1) ENTs should be the key target doctor

2) Opportunity to launch a nasal spray and use equity build by

Allercet-M brand

3) Come up with an innovative drug delivery system to differentiate

ourselves in the market (e.g. SOLSPRE-ABBOTT)

4) Provide clinical studies and build communication around it

5) Strong Promotion for building strong brand, position ourselves as

a company dedicated to AR

SUMMER INTERNSHIP PROJECT 2018 Page | 34

➢ MAJOR COMPETITORS - Fluticasone +Azelastine:

1. CIPLA:
DUONASE (Jan-04)
MAT FEB 19: Rs 27.4Crs growing at 21.7%
Contains: Fluticasone propionate (50 mcg) + Azelastine (140 mcg)
PACK: 9.8 ML & MRP: Rs 341.33
OTHER BRANDS:
FURAMIST AZ (Mar 10) in fluticasone furoate combination &
70MDI dosage MRP Rs394.5
FLOMIST AZ (Jan 15) another fluticasone propionate combination,
Increased dosage to 100MDI and reduced MRP Rs 290.4

2. LUPIN:
AZEFLO (Mar-06)
MAT FEB 19: Rs 12.4Crs growing at 19.6%
Contains: Fluticasone Furoate (27.5mcg) + Azelastine (140 mcg)
PACK: 9.8 ML & MRP: Rs 341.33

3. ZYDUS:
FLUTICONE FT (May-09)
MAT FEB 19: Rs 16.82 Crs growing at 15.4%
Contains: Fluticasone furoate 27.5 mcg
PACK: 120 MDI & MRP: Rs 351.6
SUMMER INTERNSHIP PROJECT 2018 Page | 35
 OTHER BRANDS:
COMBINASE-AQ (Aug-05) in fluticasone propionate combination
70 MDI & Rs 320
COMBINASE FT (Apr-14) in fluticasone furoate combination 70
MDI & RS360

4. GSK:
AVAMYS (Jan-13)
MAT FEB 19: Rs 13.30Crs growing at 10.3%
Contains: Fluticasone Furoate (27.5mcg)
PACK: 10 ML & MRP: Rs 334.6

❖ Proposed Brand Detail Azelastine and Fluticasone

• Brand detail: Azeflut, Allernase, Azeone, Allerine

• Content: Azelastine: 140mcg + Fluticasone 50mcg
• Tentative MRP:
• Pack size: 100MDI
MDI advantage over aqueous pack:
eliminates the immediate nasal run-off and post-nasal drip
that is common with aqueous sprays, thus minimizing
aftertaste

SUMMER INTERNSHIP PROJECT 2018 Page | 36

❖ Proposed Brand Detail Fluticasone Furoate:

• Brand detail ALLERCET– FF

• Content: Fluticasone Furoate 27.5mcg
• Tentative MRP: 345
• Transfer price – Rs 112
• GC: approx. 50%
• Pack size: 120MDI
MDI advantage over aqueous pack: Eliminates the immediate
nasal run-off and post-nasal drip that is common with
aqueous sprays, thus minimizing aftertaste

SUMMER INTERNSHIP PROJECT 2018 Page | 37

❖ References:

Essentials of Medical Pharmacology 6th edition by KD Tripathi (2008)

Marketing Management 15/e Old edition by Philip Kotler (2017)
Book on Pharmaceutical Management by Mr. Sachin Itkar (2008)
Principles of Anatomy and Physiology 11th edition by Gerard J. Tortora (2017)
www.Intas pharmaceuticals.com
www.drugbank.ca
www.cvpharmacology.com
www.drugsupdate.com
www.rxlist.com
www.clinicaltrials.gov.in
www.ncbi.nih.gov.in
www.sciencedirect.com
www.healthline.com

Appendix: List of Abbreviations:

CME: Continued Medical Education.
AT-1: Angiotensin-1.
DPP-4: DipeptidylPeptidase-4.
QT: Q wave and T wave of an electrocardiogram.
RCPA- Retail Chemist Prescription Audit.

SUMMER INTERNSHIP PROJECT 2018 Page | 38

 QUESTIONNAIRE

1. What is your most preferred drug delivery system for patients

with AR?
• ENT
• Paediatric
• CP
• GP

2. Doctor, for what conditions do you prescribe nasal sprays to

your patients?
• Allergic rhinitis
• Nasal polyps
• Nasal block
• Sinusitis
• Adenoiditis

3. Doctor to what percentage of patients with AR do you prescribe nasal

sprays?
• 0-25 %
• 25-50 %
• 50-75 %
• 75-100 %

SUMMER INTERNSHIP PROJECT 2018 Page | 39

 4. Doctor, along with nasal spray which is the other therapy that you co-
prescribe to patients with AR?
• Anti-Histamines
• Montelukast
• Levocetrizine + Montelukast
• Decongesant
• Anti allergics

5. Doctor, to what age group do you prescribe nasal spray for patients with
AR?
• 0-6 months
• 6-12 months
• 1-2 years
• > 2 years

6. Doctor, for what duration do you prescribe nasal spray for patients with
AR?
• 15 days
• 1 months
• 2 months

SUMMER INTERNSHIP PROJECT 2018 Page | 40

 7. Doctor, what are the important attributes of a nasal spray that makes it
a preferable choice for patient’s AR?
• Ease of Administration
• Quick Relief
• Less Side Effects
• Local Action
• Better Delivery System

8. Doctor, for the following class of molecules which one do you prescribe,
for what indication, key reasons & brands?
• Fluticasone Furoate
• Mometasone
• Fluticasone + Azelastine
• Others

9. Doctor, what are your major concerns regarding the nasal sprays
currently present in the market for AR?
• BITTER TASTE
• AZELASTINE
• MAKES IT BITTER
• DURATION OF THERAPY
• DRUG DELIVERY SYSTEM

SUMMER INTERNSHIP PROJECT 2018 Page | 41

 10. Doctor, what are the feedbacks you receive from your patients with
AR?
• Good results
• Bitter taste
• Mechanical problems
• Nasal irritation
• Fear of steroids

11. Doctor, what is your recommendation to a new company entering this

category for filling any unmet need?
• User friendly model
• Nozzle shape
• Odourless spray
• Strengths for various age groups
• Other

SUMMER INTERNSHIP PROJECT 2018 Page | 42

SUMMER INTERNSHIP PROJECT 2018 Page | 43