SUBMITTED TO:- MR. AJAY PATOLE PRESENTED BY:- ASHISH RAHATE (8NBNG169)
A Thesis on “TO STUDY PROMOTIONAL STRATEGY ADOPTED BY RANBAXY LABORATORIES LTD RELATED TO RANITIDINE-150mg (Antiulcerant) IN NAGPUR CITY”
To study the overview of Indian Pharmaceutical
Market. To study the culture of Ranbaxy Lab. To find out the promotional strategies used by Ranbaxy with respect to ‘Histac’ tab. To find out various promotional strategies used by Ranbaxy to acquire market share in Nagpur city. To study the competitors of ‘Histac’ in pharma market. To study the perceptions of Doctors on sales of ‘Histac’
LIMITATIONS:The scope of study is limited to Nagpur City only. There may be discrepancies in the actual data and
the recorded data due to misinterpretations. Topic is vast but availability of information and timeline is short. Unable to meet the decision maker of the organization.
Definition: Sales promotion can be defined as an activity taken up to boost the sales of a product.
Purpose of Sales promotion:Encourage the customers to try a new product. Attract new customers Encourage the customers to use the product or service and make them brand loyal.
The Indian Pharmaceutical Industry today is in the
front rank of India’s science-based industries . The Indian Pharma Industry is estimated to be worth $ 4.5 billion, growing at about 8 to 9 percent annually. The Indian Pharmaceutical sector is highly fragmented with more than 20,000 registered units Several Indian pharmaceutical companies have acquired companies in the US and Europe and many others .
Ranbaxy Laboratories Limited, India's largest
pharmaceutical company Ranked 8th amongst the global generic pharmaceutical companies The Company has a global footprint in 49 countries, world-class manufacturing facilities in 11 countries and serves customers in over 125 countries. For the year 2008, the Company recorded Global Sales of US $ 1,682 Mn, R&D has a pool of over 1,200 scientists engaged in research.
Low cost of production. Efficient technologies
Low technology level of
for large number of Generics.
Capital Goods of this section. Very low key R&D.
Very low level of
Large pool of skilled
Biotechnology for New Drug Discovery Systems
SWOT ANALYSIS cont…
Growing attention for health. New therapy approaches. Globalization
High Cost of discovering new
products and fewer discoveries. procedures. markets.
Growing incomes. New diagnoses and new social
High entry cost in newer
High cost of sales and
MISSION & VISION STATEMENT OF RANBAXY LAB.
MISSION:“To become a research based international pharmaceutical company”. VISION:-
Achieving customer satisfaction is fundamental to our business.
Provide product and service of the highest quality.
Manage our operation with high concern for strategy and environment.
Be a responsible corporate citizen.
Ranitidine-150 mg is commonly used in treatment of
Peptic Ulcer Disease (PUD) and Gastro Esophageal Reflux Disease (GERD).
‘HISTAC’ is a product name of Ranbaxy Brand which is made up from ‘Ranitidine-150mg’ molecule
COMPETITORS OF ‘HISTAC’ tab.
ZINETAC ULTAC ULFAST RANATAC ZORAN
GSK CIPLA SUN PHARMA J.B.CHEMECALS DR. REDDY