Case Study: The Indian Cough Syrup Market

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Summer Internship Project Report|
Nielsen|
|
|
|
Shipra Saxena|
6/3/2010|
|

STUDYING THE INDIAN COUGH SYRUP MARKET AND SUGGESTING STRATEGIES TO PARAS PHARMACEUTICALS FOR IMPROVEMENT

SUBMITTED TO:Industry GuideVINAY JOSHIManager – GLOBAL OPERATIONSTHE NIELSEN COMPANY| SUBMITTED bY:SHIPRA SAXENAPGDM (marketing)Birla institute of management technologyGreater Noida, uttar pradesh| Industry Guide Declaration

This is to certify that Ms. Shipra Saxena a student of Birla Institute of Management Technology has worked on a summer project titled “Studying the Indian Cough Syrup Market and suggesting strategies to Paras Pharmaceuticals for improvement” at THE NIELSEN COMPANY from 9th April 2010 to 4th June 2010 and this project includes the work which is original to the best of my knowledge.

Date:
Signature:
Seal:

Industry Guide: Mr. Vinay Joshi
(Manager – Global Operations, Nielsen)

ACKNOWLEDGEMENT
It gives me immense gratification to place on records my profound gratitude and sincere appreciation to each and every one who have helped me in this endeavor. I would like to express my sincere thanks to the HR Executive Ms. Shambhavi Upadhyay for accepting me as a Summer Trainee in the organization. I would also like to express my sincere thanks to my industry guide Mr. Vinay Joshi for his continuous cooperation, support, suggestion, encouragement and providing input and suggestion that I needed to complete my project successfully. I also would also like to express my gratitude towards my faculty guide Mr. A.N. Bose for his valuable guidance and support during the period of my summer training. He has corrected and guided me through every step in the project report. He also inculcated in me a systematic approach and professionalism I would also like to thank all those people at ‘THE NIELSEN COMPANY’ who though being total strangers to me lifted my spirit with their cheerful smiles and gave me the courage & inspiration to work zealously on the project assigned to me and do justice to it. Lastly, I wish to express my gratitude to my colleagues and friends for their constant encouragement and support. At last but not the least I would like to thank God for giving me patience and power for the successful completion of the project. SHIPRA SAXENA

PGDM (OPERATIONS)
BIMTECH

INDEX

Contents Page No. Introduction …………………………………………………. 6 – 16 The Indian Cough Syrup Market …………………………….. 17 – 24 Research Proposal …………………………………………… 25 – 27 Research Methodology ……………………………………… 28 – 38 Analysis & Results ………………………………………….. 39 – 54 Conclusions …………………………………………………. 55 Recommendations …………………………………………… 56

INTRODUCTION

NIELSEN’S HISTORY

The Nielsen Company (erstwhile ACNielsen) was established in the United States in 1923 by Arthur C. Nielsen, Sr., one of the founders of the modern marketing research industry. Among many innovations in consumer-focused marketing and media research, Mr. Nielsen was responsible for creating a unique retail-measurement technique that gave clients the first reliable, objective information about competitive performance and the impact of their marketing and sales programs on revenues and profits. Nielsen information gave practical meaning to the concept of market share and made it one of the critical measures of corporate performance. Mr. Nielsen also founded the business known today as Nielsen Media Research, the global leader in television audience measurement and other media research services.

ACNielsen opened its first international office in the UK in 1939 and, after World War II, progressively expanded its operations in Western Europe, Australia and Japan. The company increased its presence in Asia Pacific in 1994 by acquiring Survey Research Group, and in the Middle East and Africa in the late 1990s through the acquisition of AMER World Research.

In...
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