Report of Marketing Plan on Protein

Preparations
For Lincoln Pharmaceutical Ltd

Prepared By

Bhupendrasinh Zala

Punit Laheru

Under guidance of

Mr. C T Kapadia (Marketing Manager, Lincoln Pharmaceutical Ltd)

Dr. Raashid Saiyed (Director, Stevens Business School)

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 Acknowledgement

It is very great opportunity to prepare a report of marketing plan on protein preparation.

Such type of report can not be made without any guidance and motivation. We take this
opportunity to express our gratitude to the people who have been instrumental in the successful
completion of this project.

Live project is like a practical training. In this we have to do practical work. Without any
experience in pharmaceutical industry, it was very difficult for us to work in this industry. We
must have some theoretical and practical knowledge.

We take immense pleasure in thanking Mr. C.T.Kapadia (Marketing Head- Lincoln

Pharma) and Mr. Tushar Patel (Product Executive) for having permitted us to carry out this
project work, for being a source of inspiration and for his timely guidance in the conduct of our
project work. He inspired us greatly to work in this project. His willingness to motivate us
contributed tremendously to our project.

Lastly, we would like to thank to all those who had helped us directly or indirectly in
completing this project successfully. We are grateful for their constant support and help.

EXECUTIVE SUMMARY
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The report compiles the exploratory details of the marketing plan on protein preparation. To
complete our report on protein preparation five objectives were decided which are,

Objective:

1. To upgrade formulation of protein powder PROTOSOL

2. To design launch plan
3. Review of literature on Protein supplement
4. To find out how many brands are available in Ahmedabad district of protein supplement
5. To find out pricing of protein supplement brands in market
6. To find out which brands are more prescribed by gynecologists and why?
7. To find out any combination with soya protein is prescribed by gynecologist and why?
8. To find out from which trimester is it prescribed in pregnancy?

For market survey of soya protein supplement which is prescribed by

Gynecologists only, we have taken personal interview of chemists and Gynecologists in
Ahmedabad.
During our survey, we have analyzed that Proteinex (Walk hardt Pharma ltd) and
GRD (Zydus-Cadila Pharma ltd) are market leader in this supplement. This is most
prescribed by Gynecologists.

Sampling Design:

 Sample unit: Gynecologists and Chemists

 Sample Techniques: Convenience Sampling
 Sample size: Chemist: 50
 Gynecologists: 35

TABLE OF CONTENT
Sr.No. Particular Pg.No.

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 1 Title page 1
2 Acknowledgement 2
3 Executive summary 3
4 Introduction 5
5 Company detail 6
6 Product detail 8
7 About protein 12
8 About DHA 22
9 Chemist survey 31
10 Gynecologists survey 30
11 Analysis and findings 36
12 Cost sheet 37
13 Sales forecasting 39
14 Conclusion 40

INTRODUCTION

Pharmaceutical Industry

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 The main aim of pharmaceutical Industry is to develop, research and distribute drugs in
order to provide health care for the people in the society. The Pharmaceutical Industry like other
industries is subjected to follow certain rules and regulations.

The Pharmaceutical Industry needs to follow rules about about patent, marketing as well
as testing of drugs that are scheduled to come to the market as medicines.

Since the inauguration of the Pharmaceutical Industry in the 19th century , it has covered a
long way and now it has become one of the most influential and successful industry in the world
with both controversy and praise on its part.

Pharmaceutical Industry is very much dependent upon the developments and discoveries
that are made to search new types of drugs and also to search for new kind of medicines. One can
also see differences within the industry regarding the same drug or report and different
companies within the Pharmaceutical Industry look to follow different paths for the same thing.

Indian Pharmaceutical Industry

It has been seen that the Indian Pharmaceutical Industry has improved its infrastructure,
creations that are based on technologies, and various other spheres of developments which has
resulted in a huge amount of production in the Indian Pharmaceutical Industry. Even when the
Indian Pharmaceutical industry was on its way to restructure itself , it still continued to flourish
at a good rate in the World Pharmaceutical Industry and also getting itself fit with the new world
of Pharmaceuticals.

The Indian Pharmaceutical Industry at present produces a huge amount of drug which
includes all types of medicines needed for different streams. This was made successful because
of the availability of very skilled technical and scientific manpower and also because of the
development done in this field of industry.

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 It has been observed that the gross production of drugs in India has crossed an amount
of 26, 280 million rupees. The growth rate that has been seen is more than a staggering 20
percent for formulated drugs and around 15 percent for bulk drugs.

If the export of drugs is to be seen then Indian Pharmaceutical industry has done a fair
job in that field as well. A special Pharmaceutical cell has been developed which would only
look after the pharmaceutical matters and another duty of the cell is to collect data which in the
long run would help to increase the production level as well as improving strategies of import
export in the future. The cell also looks after the quality of the drugs and also the global needs so
that companies can make that type of medicines and export them to the concerned countries.

Company details

Profile

Today, Lincoln Pharmaceutical Ltd. is a Public Limited Company with a large

shareholder base including members of the medical fraternity. It has its own manufacturing
facilities, covering all the major dosage forms, like Tablets, Capsules, Injectables, Syrups,
Ointments, etc. Its present manufacturing activities are located near Ahmedabad. The plant
spreads across 30,000 sq. mtrs. With beautiful landscaping surrounding it. There are three
different buildings for Tablets, Capsules and Injectables and also a separate building for Quality
Control. An ultramodern laboratory with state of the art equipments ensures in-house quality
assurance of each of the products.The products are designed for all therapeutic segments with a
special emphasis on Gynecological and Orthopedic specialties.

Manufacturing facilities at Lincoln Pharmaceuticals are in accordance with WHO-GMP

standards. Also, Lincoln Pharmaceutical Ltd. is accredited with GMP and ISO 9002 certification.

Lincoln Pharmaceuticals is amongst the top world class quality oriented pharmaceutical
producers, manufacturing and marketing various therapeutic molecules under WHO-GMP
guidelines.
Lincoln Pharmaceuticals Limited has pledged to serve the Health care segments, by

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providing Quality Pharmaceuticals at affordable prices.

Mission:
Through perfect and persistent strategies, Lincoln Pharmaceuticals wishes to translate into reality
its mission

1. To extend a helping hand to the medical fraternity in their noble cause of treating the masses
at an affordable cost.
2. To make “Healthcare for All” a reality through humble contribution of world class yet
affordable pharma products.

Vision:
To stimulate a globalized effort to find cures of diseases through concentrated
Research and Development, by strategic alliance both in India and Abroad.

Protein During Pregnancy

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 During the second and third trimesters of pregnancy, a woman should be consuming roughly
70 grams of protein each day. Protein is an essential building block for the developing fetus.
According to Dr. Robert Bradley, author and founder of the "Bradley Method of Childbirth,"
healthy levels of protein aid in keeping a pregnant woman at low risk for complications during
her pregnancy, thus decreasing the risk of complications during delivery.

Whey Protein

 Whey Protein made from cow's milk. It is a byproduct of cheese and is used in infant
formula, ice cream, canned soup, bread and milk shake powders. It is high in amino acids, which
are the building blocks of body tissues. There are no known safety issues associated with the
consumption of whey protein powder, according to Target Woman.

Soy Protein

 According to an article published in the Journal of Perinatal Education by Kristen

Montgomery, PhD, RN and assistant professor in the College of Nursing at the University of
South Carolina, soy protein "is often used to replace animal proteins in an individual's diet. The
soybean is a legume that contains no cholesterol and is low in saturated fat." While the benefits
of soy are well established, certain recent studies have indicated possible concerns with regard to
fetal development. Specifically, soy consumption may be linked to adverse reproductive affects
in female fetuses and possible developmental differences in children.

The overall process of making soy protein powder, otherwise known as soy protein isolate (SPI),
is also questionable. According to an article by Sally Fallon and nutritionist Mary G. Enig,
Ph.D., members of the National Board of Nutritional Scientists, SPI is produced in factories
"where a slurry of soy beans is first mixed with an alkaline solution to remove fiber, then
precipitated and separated using an acid wash and, finally, neutralized in an alkaline solution.
Acid washing in aluminum tanks leaches high levels of aluminum into the final product. The
resultant curds are spray-dried at high temperatures to produce a high-protein powder."

Other Sources of Protein

 If desiring to avoid protein shakes due to their potential risks, the following foods offer
excellent sources of protein during pregnancy. Meats, including certain fish, can be consumed

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regularly. Eggs, legumes and dairy are all high in protein and can be obtained in organic forms to
ensure that no harmful chemicals are consumed. Quinoa, a South American grain is an excellent
source of both iron and protein, and can be purchased in bulk at most health food stores

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Chemist Survey for Soya Protein Brands
Sr. Company Brand Name Powder Strength Pack MRP availa
No. (Rs.) bility
1 Wockhardt Protinex - - 200gm 165 43
2 Zydus GRD - - 200gm 169 43
3 Allembic Protinules - - 200gm 139 40
4 Zydus Nutriva GRD Bix - - 250gm 169 40
5 Abbott Healthcare Isomil - - 400gm 290 40
6 British Biotech B-Protein - - 200gm 169 36
7 Wockhardt Mama Protein - - 200gm 172 28
8 FDC Prosoyal - - 400gm 165 20
9 Win Medicare Nusowin - - 200gm 280 20
10 Win Medicare Soya Power - - 400gm 280 20
11 Raptakos Brett Threptin - - 100gm 193 18
12 Abbott Healthcare Pediasure - - 400gm 396 18
13 Raptakos Brett Lactodex - - 400gm 210 16
14 Wockhardt Nusobisoya - - 400gm 214 14
15 British Biotech Pro-PL - - 200gm 165 13
16 Ranbaxy Revitalite - - 200gm 490 12
17 Wockhardt Dexolac Premium - - 500gm 269 12
18 Abbott Healthcare Ensure Gold - - 400gm 415 11
19 Alkem Alprovite - - 200gm 155 8
20 Raptakos Brett Zerolac - - 200gm 106 8
21 British biotech D-protein - - 400gm 239 8
22 Abbott Healthcare Ensure - - 400gm 398 7
23 Modi Mundi Soyagroth - - 200gm 280 4
24 Welkinwalker Hillo - - 200gm 101 4
25 Zydus Cadila Cadpro - - 200gm 165 4
26 Lincoln Protosol - - 200gm 149 3

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27 Lupin ltd. Protimax - - 200gm 145 3
28 Dakshin Lab Heamogran - - 200gm 120 2
29 Emcure Pro-ferium - - 200gm 255 2
30 British Biotech Pulmocare - - 200gm 159 2
31 Specialty foods Resource high - - 200gm 215 1
protein
32 Wockhardt Chocomix - - 200gm 135 1
33 German remedies Poimed - - 200gm 145 1
34 Cadila Mother’s mileage - - 200gm 152 1

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 Data Analysis Questionnaire

(1) Do you prefer Protein powder as a supplement therapy during pregnancy and lactation?

Yes: 34 No: 1

response
3%

yes
no

97%

Findings and analysis:

When we have asked about preference for protein powder as a supplement therapy during
pregnancy and lactation, we have got 97% positive response. Only 3% gynecologists do
not prescribe the protein powder as a supplement therapy during pregnancy and lactation.

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(2) If yes then, which Protein do you prefer?

Sr. Protein Response

No.
1 Soya Protein 13
2 Milk Protein 17
3 Whey 4
Protein
4 Combination 6

response
60%
50%
50%

40% 37%
response
30%

20% 17%
10%
10%

0%
soya protein milk protein whey protein combination

Findings and analysis:

When we have asked about the preference of protein powder then we have got that 50%
gynecologists prefer milk protein and 37% gynecologists prefer soya protein. When 17%
gynecologists prefer combination and 10% gynecologists prefer whey protein. It means
most of the gynecologists prefer milk protein as a supplement when less number of
gynecologists prefer whey protein as a supplement.

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 (3) Which are the brands you generally prefer in this supplement?

Sr. Brands Name Response

No.
1 Mama Proteinex 10
2 GRD 14
3 Protenules 8
4 B-Protein 8
5 Other 9

response

other 25%

B-protein 22%

response
proteinules 22%

GRD 40%

mama protein 29%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Findings and analysis:

According to our survey, 40% gynecologists prescribe GRD protein powder, approximately 29%
gynecologists prefer mama protein and 22% gynecologists prescribe Protenules and B-protein.
When 25% gynecologists prescribe other brands. It means most of the gynecologists prescribe
GRD brand for protein powder.

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 (4) What could be the reason for choosing particular brands?

Sr. Reasons Response

No.
1 Quality 15
2 Price 10
3 Packaging 3
4 Content (Ingredients) 9
5 Patient Acceptance 6

response
50%
45%
40%
35%
30%
response
25%
20%
15%
10%
5%
0%
quality price packaging content patient acceptance

Findings and analysis:

When we have asked about the reason for choosing particular brand, then we have got that
quality of the brand is most important parameter for choosing the particular brand. Price, content
and patient acceptance of the brand has also importance for chosen as a protein powder. When
packaging is less important for chosen protein powder.

(5) During which trimester, you prefer protein supplementation?

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 Sr. Trimester Response
No.
1 First 12
2 Second 30
3 Third 28

response

90%
80%
70%
60% response
50% 86%
80%
40%
30%
35%
20%
10%
0%
first second third

Findings and analysis:

When we have asked about preference of trimester for protein supplement. We have
found that 86% gynecologists prefers second trimester for preferring protein supplement.
80% gynecologists prefer third trimester for prescribing protein supplement when 35%
gynecologists prefer first trimester for preferring protein supplement. It means, most of
the gynecologists prefer second and third trimester for prescribing protein supplement.

(6) What will be the duration of therapy for protein supplement?

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Findings:
When we have asked about duration of therapy for protein supplement then we have got
many different responses like,

o 4 months
o 6 months
o 8 months
o Up to delivery of baby
o As long patient can afford

Analysis:

Most of the gynecologists prefer 6 months duration of therapy for protein supplement
when some gynecologists prefer 4 and 8 months duration also for protein supplement.
When some of the gynecologists prefer up to delivery of baby, they will prefer protein
supplement. Some of the gynecologists prefers as long patient can afford.

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(7) Do you prefer Protein + DHA combination?

Yes: 25 No: 10

response

30%

yes
no

70%

Findings and analysis:

When we have asked about preference of Protein + DHA combination, we have found
70% gynecologists have given positive response when 30% gynecologists have given
negative response. According to our survey we can say that most of the gynecologists
prefer Protein +DHA combination.

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(8) If yes, then what could be the reason for choosing this combination?

Findings:

When we have asked about reasons for choosing combination of Protein + DHA. Then we have
got different reasons like,

 Fetal & blood

 For well physical
 Improve growth development
 Need of DHA during pregnancy & lactation
 For mental growth

Analysis:

According to our survey, some of the gynecologists believe that Protein + DHA combination is
important for well physical, mental growth and blood. Some gynecologists believe that DHA is
needed during pregnancy and lactation.

(9) If no, then what could be the reason for this?

Findings:

When we have asked about reasons for not choosing this combination protein +DHA. We have
got reasons like,

o Costly
o Required in abnormal cases only
o Side effects

Analysis:

According to our survey, some of the gynecologists believe that this combination is costly. Some
gynecologists believe that it is required in abnormal cases only and it has side effects also.

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(10) Do you know about “PROTOSOL” brand?

Sr. Option Response

No.
1 Yes 16
2 No 19

response

45%
yes
no
55%

Findings and analysis:

When we have asked about the awareness of “PROTOSOL” brand, we have got 45% positive
response. When 55% gynecologists are not aware about this brand.

(11) If you prescribe PROTOSOL then on which parameter will you rate it?

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 Sr. Parameter Response
No.
1 Quality 6
2 Pricing 3
3 Packaging 1
4 Content advantage 9
(Milk+ Soya protein)

response
70%

60% 58%

50%

40% response
35%

30%
20%
20%
10%
10%

0%
quality pricing packaging content (milk+soya)

Findings and analysis:

When we have asked that in which parameter you prefer PROTOSOL as a protein
supplement. Content advantage has got 58% importance, quality has got 35% importance,
pricing and packaging have got less importance 20% and 10% respectively. It means we
can say that content and quality is very important parameter.

Analysis of Chemist survey

From our chemist survey, we have found that Proteinex of Wackhardt, GRD of Zydus,
Protenules of Allembic and B-protein of British biotech are brand Leader. Their prices and
quantity are relatively same.
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 Analysis of Gynec Survey

 From our Gynec survey, we have found that most of the Gynecologists prescribes Protein
powder as a supplement therapy during pregnancy and lactation.
 Milk protein and Soya protein are most prescribed powder when Whey protein is less
prescribed powder. Some of the gynecologists prescribe combinations also.
 GRD and Proteinex are most prescribed brand by gynecologists. Quality, price and
content advantage of the product are the main reason for choosing particular brands.
 Most of the gynecologists prefers second and third trimester for protein supplement when
some of the gynecologists prefers first trimester also.
 When we have asked for duration of therapy for protein supplement, we have got
different replies like most of the gynecologists prefers 4 months and 6 months duration
when some gynec prefers up to delivery of baby and as long patient can afford.
 Most of the gynecologists would like to prefer Protein +DHA combination. There are
some reasons also we have found for choosing this combination like, it improves growth
development, need of DHA during pregnancy and lactation and it is good for well
physical and mantel development. Some of the gynecologists has given negative reply
also. They believe that it is costly and it is required in abnormal cases only.
 When we have asked for awareness about PROTOSOL brand then we have got around
45% positive response. They would like to prescribe PROTOSOL because of their
quality, pricing and content advantage.

Cost of marketing plan

States wise MR

States MR

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Gujarat 35
M.P. 30
U.P. 45
Delhi 20
Assam 30
Orissa 40
Rajasthan 25

Total MR 225

Cost per items

Items Time Total MR Calculation

Teaser 1 time 225 2700
Visual Ad 2 time in a year 225 20250
Leave Behind 1 time per month 225 8100
Calendar Every Year 225 30375
Mailer 1 time per 2 month 225 12150
Product Card 1 time 225 2700
Sample Every Month 225 324000
Gift Every Quarter 225 270000
Reminder 1 time per 2 month 225 20250
Total cost 690525

City wise MR

Gujarat MR
Ahmedabad 8
Rajkot 6
Surat 7
Jamnagar 3
Kachchh and 5
Bhuj
Vadodara 6

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Total MR 35 Total MR 25

Total Cost 107415 Total Cost 76725

U.P. MR
Lucknow 8
Kanpur 6 M.P. MR
Gorakhpur 4 Indore 7
Merrut 5 Bhopal 6
Agra 4 Gwalior 5
Ghaziabad 6 Raipur 3
Noida 4 Jabalpur 6
Aligarh 5 Ujjain 3
Allahabad 3
Total MR 30
Total MR 45
Total Cost 92070
Total Cost 138105

Assam MR
Guwahati 6
Tezpur 4
Sibsagar 4
Dibrugarh 5
Silchar 4
Delhi MR
Jorhat 4
Firozabad 6
Balipara 3
Mehrauli 4
Shergarh 5
Total MR 30
Shahjehabana 3
d
Total Cost 92070
Tughlakbad 2

Total MR 20
Rajasthan MR
Jaipur 5
Total Cost 61380
Kota 5
Ajmer 4
Udaipur 4
Jodhpur 4
Jaisalmer 3 Orissa MR
Bhubaneswar 8

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Cuttack 6
Berahmpur 4
Rourkela 4
Kalahandi 5
Puri 3
Sundargarh 6
Mayurbhanj 4

Total MR 40

Total Cost 122760

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 Cost of marketing plan
Visual Leave Calenda Product Reminde Total
States MR Teaser Ad Behind r Mailer Card Sample Gift r Cost

Gujarat 35 10500 3150 12600 47250 18900 6300 50400 420000 31500 600600

M.P. 30 9000 2700 10800 40500 16200 5400 43200 360000 27000 514800

U.P. 45 13500 4050 16200 60750 24300 8100 64800 540000 40500 772200

Delhi 20 6000 1800 7200 27000 10800 3600 28800 240000 18000 343200

Assam 30 9000 2700 10800 40500 16200 5400 43200 360000 27000 514800

Orissa 40 12000 3600 14400 54000 21600 7200 57600 480000 36000 686400

Rajastha
n 25 7500 2250 9000 33750 13500 4500 36000 300000 22500 429000

Total 225 67500 20250 81000 303750 121500 40500 324000 2700000 202500 3861000

Sales forecasting

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 • Our estimation of sales is Rs. 7,50,00,000/- of 3 years

• Our estimation of sales is Rs. 2,50,00,000/- per year

• Our price is Rs. 160/-

• Then, Rs. 2,50,00,000/ 115 = 2,17,300 tin per year

• So, 2,17,300/225 = 965 tin per M.R.

• Per M.R. has to sell 965/12 = 80 tin per MR per month

Pricing

• Our price will be Rs. 160/- on the basis of competitor

• Margin of stockiest: Rs. 128/- (Rs. 160 – 20%)

• Margin of retailer: Rs. 115/- (Rs. 128 – 10%)

• Our billing price will be Rs. 115/-

Limitations:

 Because of lack of time, we can not cover more market area.

 Our survey was done in Ahmedabad city only.
 Because of lack of time we could not meet more gynecologists.

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Conclusion:

 Proteinex and GRD is leading brand in the market in protein supplement which is
prescribed by most no. of gynecologists.
 Most of the gynecologists prefer DHA combination.
 Gynecologists are considering the quality and price of the brand for choosing particular
brands.
 Protosol brand (Lincoln Pharma Ltd.) is also well known brand in the market because of
their quality, price and content advantage.
 Most of the gynecologists considers quality, price and patient responses for choosing the
particular brands.
 Our marketing plan has estimated total sales of 3 years is Rs. 7,50,00,000
 Our total marketing cost will be Rs.6,90,525

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