CERTIFICATE OF PROJECT REPORT

This is to certify that the project report (BBA-311) title________________________

done by _____________________________, Roll Number ___________________,
is completed under my guidance.

Signature of the guide

Date
Name of the guide
 ACKNOWLEDGEMENT

Project work is never the accomplishment of an individual rather it is an

amalgamation of the efforts, ideas and co-operation of a number of entities.

I would like to thank Transcon Hi Tech Equipments Pvt. Ltd for giving me an
opportunity to work with them and learn various aspects of an organizations
functioning.
Executive Summary

The summer training that we do is to get an experience of how the

corporate world functions and how the theory is different from the
practical aspects of the industry. For the same purpose I got an
opportunity for my training at Transcon Hi Tech in Pharma Division in
Marketing Department.

There was a project that was completed by me :-

1.) Doctors perception while prescribing Multi-Vitamin and Anti-Biotic-
Cefexime. In this project was to find out what doctors think in a
patient and in a medicine, before they prescribe it to a patient. First I
was to select the appropriate research method, which was taken up
as survey method through filling up of questionnaires by doctors. To
start with I visited a few doctors in advance to collect all the factors
upon which I have to search upon and to learn about all the
constraints I can face up at the time of research
 CHAPTER 1 : INTRODUCTION

1. INTRODUCTION TO INDUSTRY
Pharmaceutical industry

The Indian pharmaceutical industry currently tops the chart amongst

India's science-based industries with wide ranging capabilities in the
complex field of drug manufacture and technology. A highly organized
sector, the Indian pharmaceutical industry is estimated to be worth $
4.5 billion, growing at about 8 to 9 percent annually. It ranks very high
amongst all the third world countries, in terms of technology, quality
and the vast range of medicines that are manufactured. It ranges
from simple headache pills to sophisticated antibiotics and complex
cardiac compounds, almost every type of medicine is now made in
the Indian pharmaceutical industry.

The Indian pharmaceutical sector is highly fragmented with more than

20,000 registered units. It has expanded drastically in the last two
decades. The Pharmaceutical and Chemical industry in India is an
extremely fragmented market with severe price competition and
government price control. The Pharmaceutical industry in India meets
around 70% of the country's demand for bulk drugs, drug
intermediates, pharmaceutical formulations, chemicals, tablets,
capsules, orals and injectibles. There are approximately 250 large
units and about 8000 Small Scale Units, which form the core of the
pharmaceutical industry in India (including 5 Central Public Sector
Units).

The Government has also played a vital role in the development of

the India Software Industry. In 1986, the Indian government
announced a new software policy which was designed to serve as a
catalyst for the software industry. This was followed in 1988 with the
World Market Policy and the establishment of the Software
Technology Parks of India (STP) scheme. In addition, to attract
foreign direct investment, the Indian Government permitted foreign
equity of up to 100 percent and duty free import on all inputs and
products.

Current Scenario
The industry has enormous growth potential. Factors listed
below determine the rising demand for pharmaceuticals.
The growing population of over of a billion
Increasing income
Demand for quality healthcare service
Changing lifestyle has led to change in disease patterns,
and increased demand for new medicines to combat lifestyle
related diseases
More than 85 per cent of the formulations produced in the
country are sold in the domestic market. India is largely self-
sufficient in case of formulations. Some life saving, new
generation under-patent formulations continue to be
imported, especially by MNCs, which then market them in
India. Overall, the size of the domestic formulations market is
around Rs160 billion and it is growing at 10 per cent per
annum.
Demand for drugs for treatment of lifestyle-related diseases
such as diabetes, cardiovascular diseases, and central
nervous system are on the increase. There are around
700,000 new cases of cancer each year and total of around
2.5 million cases. It is estimated that there are around 40
million people in India with diabetes and the number is rising,
5.1 million. HIV/AIDS patients, and 14 million tuberculosis
cases. According to industry reports, while the Indian
pharmaceutical industry witnessed a growth of 7 percent, the
cardio-vascular segment recorded 15 to 17 percent growth
and anti-diabetes segment of over 10-12 percent growth.
Diagnostic Outsourcing/ Clinical Trails
The Indian diagnostic services are projected to grow at a
CAGR of more than 20 per cent during 2010-2012.
Some of the major Indian pharmaceutical firms, including
Sun Pharma, Cadilla Healthcare and Piramal Life Sciences,
had applied for conducting clinical trials on at least 12 new
drugs in 2010, indicating a growing interest in new drug
discovery research
Generics
India tops the world in exporting generic medicines worth
US$ 11 billion and currently, the Indian pharmaceutical
industry is one of the world's largest and most developed.
Moreover, the Indian generic drug market to grow at a
CAGR of around 17 per cent between 2010-11 and 2012-13.
Union Minister of Commerce and Industry and Minister for
Trade and Industry, Singapore, have signed a 'Special
Scheme for Registration of Generic Medicinal Products from
India' in May 2010, which seeks to fast-track the registration
process for Indian generic medicines in Singapore.

MAJOR PHARMACEUTICAL COMPANIES

IN INDIA:-
GOVERNMENT INITIATIVES AND
INVESTMENT

Government Initiative:-
100 per cent foreign direct investment (FDI) is allowed under
the automatic route in the drugs and pharmaceuticals sector
including those involving use of recombinant technology.
(DIPP)
The Government plans to set up a US$ 639.56 million
venture capital (VC) fund to give a boost to drug discovery
and strengthen the pharma infrastructure in the country.
The Government had issued an expression of interest (EoI)
for technical and financial bids for the selection of a global
level consultant (GLC) for the preparation of a detailed
project report (DPR) in order to develop India as a drug
discovery and pharma innovation hub by 2020. The Drugs
and Pharmaceuticals Manufacturers Association has
received an in-principle approval for its proposed special
economic zone (SEZ) for pharmaceuticals, bulk drugs, active
pharmaceutical ingredients (APIs) and formulations to be
located at Nakkapalli mandal in Visakhapatnam district.
The Department of Pharmaceuticals has prepared a
"Pharma Vision 2020" for making India one of the leading
destinations for end-to-end drug discovery and innovation
and for that purpose provides requisite support by way of
world class infrastructure, internationally competitive
scientific manpower for pharma research and development
(R&D), venture fund for research in the public and private
domain and such other measures.
Investment:-
Total private equity funding going to this sector. In the third
quarter the calendar year 2010, a total of US$ The
healthcare sector has attracted growing investor support in
2010 with nearly a tenth of the 2,047 million was invested
across 88 deals, of which 9 per cent were healthcare deal
The pharma, healthcare and biotech sector witnessed five
merger and acquisition transactions (M&A) worth US$ 250
million.
The drugs and pharmaceuticals sector has attracted FDI
worth US$ 1,825.43 million between April 2000 and
September 2010.
Some of the major investment developments in the sector
include:-
Hyderabad-based Natco Pharma plans to raise US$ 22.22
million to fund its expansion plans and research activities.
Private equity major Sequoia Capital has made its first
investment in the pharmaceutical 12 sector in the country by
investing US$ 15.86 million into Celon Labs, which will use
the funds to double its manufacturing facility.
Belgium based Helvoet Pharma, part of the Daetwyler Group
is setting up its first greenfield production facility in Khandala
Industrial Area, phase I (SEZ), on Pune- Bangalore Highway,
near Pune. The company has invested US$ 26.56 million for
the plant.
Swiss Pharma major Lonza AG, would invest around US$
55.33 million through its Indian subsidiary in a phased
manner in Genome Valley project, Hyderabad, said Stefan
Borgas, CEO, Lonza.
Chennai-based Bafna Pharmaceuticals plans to raise
around US$ 4.43 million for its future expansion by issuance
of warrants and shares
. Hyderabad Menzies Air Cargo Private Limited, a joint
venture between GMR Hyderabad
International Airport Limited (GHIAL) and Menzies Aviation,
has launched India's first airport-based pharma zone,
dedicated pharmaceutical cargo storage and handling
facility, at Hyderabad. The project involved an investment of
US$ 1.22 million
Company profile:-

The brand name Transcon requires little introduction -

synonymous as it is with the highest quality Carpets
manufacturing and exports, both in India and International
markets. The promoters of Transcon - TRANSCON HI TECH
LTD. is progressing under the guidance of Mr.Neeraj Bhatia
and Mr. Nipun Batra, rich in 25yrs. Of vast experience in export
with turnover more than 100 crores have been associated with
the Transcon for the last two and a half decades. Under their
leadership, the group has achieved many milestones and
today, Transcon has a strong presence in the Indian and
international market for carpets Exports. International markets
have also contributed to the Group's growth immensely.
Given the rich experience and expertise gained over the years
in manufacture and processes, the promoters decided to look
at other high-growth market segments to tap and in 2005 they
decided to venture into the burgeoning pharmaceutical and
health care market.
The underlying philosophy was to give the huge advancements
in world of medicine and the invention of revolutionary new
medicinal drugs practically every day. Pharmaceuticals was the
one industry that would continue to grow at an exponential rate.
Keeping this vision in mind, a state-of-the-art pharmaceutical
formulation plant, TRANSCON HI TECH LTD. complying all
modern system to Manufacture world class pharmaceutical
formulations as per USFDA / WHOGMP guidelines , has been
set up on a 10 acre land with a built up area of more than
10,000 square meters.

The plant is situated in Ponta Sahib, Himachal Pradesh, which

is an excise free zone and offers major incentives for
companies whose products are being manufactured there on
contract basis. In all TRANSCON HI TECH LTD. is the blend of
beautiful outer environment of Himachal and competent,
dedicated, dynamic, specialised staff to provide inert inner
environment.

Mission and Vision:-

Pursuant to its corporate philosophy of striving for continuous
improvement and betterment, the Company has located its
manufacturing operations at the state-of-the-art plant at Ponta
Sahib in Himachal Pradesh Spread over 44 acres of verdant,
picturesque surroundings, amidst lush green lawns and thick
foliage, the new locale is the most envied pharmaceutical
installation in the Asian sub-continent.
Vision
One of the best and ultra modern plant in India for quality
manufacturing.

A full fledged Q.C. Lab. with R&D backup.

A manufacturing plant duly certified with International

agencies, in near future.

To achieve corporate excellence in the field of contract

manufacturing at a reasonable price.

MISSION
To achieve and sustain our position in Pharmaceutical
Healthcare Sector. Our continuous improvement translates
into success and benefits for our team, our customers and
communities with world class pharmaceutical products for
industries manufactured at its state-of-art ultra modern
manufacturing facility set up in Northern Indian state
Himachal Pradesh, Paonta Sahib, spread over 8 acres in
the excise free zone of Himachal Pradesh, India. Transcom
is accredited with GMP and is equipped for manufacturing
Soft Gelatin and Oral Liquid Pharma Division formulations
with installed plant capacity of about 5 Crore CAP, 75 Lakhs
Oral Liquid units respectively per month.

Quality Management System

Some of the important aspects that helps us in
winning an edge over our competitors :

GMP Manufacturing Collaboration

Rich Experience
Spacious warehouses
Wide range of products approved by Drug Authority
Himachal and FASSI
State-of-the-art Manufacturing Collaboration

Manufacturing Facilities
Transcon Hi-Tech has a well-planned infrastructure with
dedicated and segregated blocks for Soft gelatin capsules &
Liquid.

Soft Gelatin Section:-

It has installed fully automatic Encapsulation, Tumbler Dryer
(Korean), Dia& Sorting, Polishing pan machines in soft gelatin
capsule section. It also has three packing lines consisting of 3
blister machines.
Laser Printer:-
We have installed Asia's first laser individual Soft Gelatin
Capsule printing machine, imported from Korea.
Liquid Section:-
In liquid section, Fully Automatic Washing Machine, 16 Head
Fully Automatic Mono Block Filling, Capping & Sealing
Machine, Labelling Machine (both : gum & sticker labelling
machine) , automatic measuring dose cap with elevator have
been installed.

HVAC System:-
We have centralized HVAC system for core process area. Our
HVAC system comprise liquid chiller, chilled water pump,
cooling tower AHU, Dehumidifiers etc.
HVAC system is set up according to GEP & cGMP to supply
good quality of air /controlled air in core process area.

D class is maintained in core process area and C class is

maintained in microbiology lab all facilities are equipped with
advanced automation systems. Contamination and cross
contamination prevention through physical and pressure
barriers. HVAC system is designed for process control like air
distribution,temperature,humidity.

Our facilities have four change room concepts, unidirectional

flow of Men and Material movement and segregated de-
humidified areas for manufacturing moisture-sensitive products.
PPGI panels are used for core areas.
 Chapter:- 2 CONSEPTUAL DISCUSSION

Marketing
Marketing is the activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and society at
large. The term developed from the original meaning which
referred literally to going to market with goods for sale. From
a Sales process engineering perspective, marketing is "a set of
processes that are interconnected and interdependent with
other functions" of a business aimed at achieving customer
interest and satisfaction
The process of marketing is that of bringing a product to
market. As such, the steps include broad market research;
market targeting and market segmentation; determining
distribution, pricing and promotion strategies; developing a
communications strategy; budgeting; and visioning long-term
market development goals. Many parts of the marketing
process (e.g. product design, Art direction, Brand
management, advertising, Copywriting etc.) involve use of the
creative arts.

The Marketing Concept

The term 'marketing concept' pertains to the fundamental
premise of modern marketing. This concept proposes that in
order to satisfy the organizational objectives, an organization
should anticipate the needs and wants of consumers and
satisfy these more effectively than competitors. Marketing and
marketing concepts are directly related.
Marketing Orientation
An orientation, in the marketing context, relates to a perception
or attitude a firm holds towards its product or service,
essentially concerning consumers and end-users. There exist
several common orientations:

Product orientation
A firm employing a product orientation is mainly concerned with
the quality of its own product. A firm would also assume that as
long as its product was of a high standard, people would buy
and consume the product.
This works most effectively when the firm has good insights
about customers and their needs and desires, as for example in
the case of Sony Walkman or Apple iPod, whether these derive
from intuitions or research.

Sales orientation
A firm using a sales orientation focuses primarily on the
selling/promotion of a particular product, and not determining
new consumer desires as such. Consequently, this entails
simply selling an already existing product, and using promotion
techniques to attain the highest sales possible.
Such an orientation may suit scenarios in which a firm holds
dead stock, or otherwise sells a product that is in high demand,
with little likelihood of changes in consumer tastes diminishing
demand.
Production orientation
A firm focusing on a production orientation specializes in
producing as much as possible of a given product or service.
Thus, this signifies a firm exploiting economies of scale, until
the minimum efficient scale is reached.
A production orientation may be deployed when a high demand
for a product or service exists, coupled with a good certainty
that consumer tastes do not rapidly alter (similar to the sales
orientation).

Marketing orientation
The marketing orientation is perhaps the most common
orientation used in contemporary marketing. It involves a firm
essentially basing its marketing plans around the marketing
concept, and thus supplying products to suit new consumer
tastes.
As an example, a firm would employ market research to gauge
consumer desires, use R&D to develop a product attuned to the
revealed information, and then utilize promotion techniques to
ensure persons know the product exists. The marketing
orientation often has three prime facets.

Customer orientation
A firm in the market economy can survive by
producing goods that persons are willing and able to buy.
Consequently, ascertaining consumer demand is vital for
a firm's future viability and even existence as a going concern.
Organizational orientation
In this sense, a firm's marketing department is often seen as of
prime importance within the functional level of an organization.
Information from an organization's marketing department would
be used to guide the actions of other department's within the
firm. As an example, a marketing department could ascertain
(via marketing research) that consumers desired a new type of
product, or a new usage for an existing product. With this in
mind, the marketing department would inform the R&D
department to create a prototype of a product/service based on
consumers' new desires.
The production department would then start to manufacture the
product, while the marketing department would focus on the
promotion, distribution, pricing, etc. of the product. Additionally,
a firm's finance department would be consulted, with respect to
securing appropriate funding for the development, production
and promotion of the product.
Inter-departmental conflicts may occur, should a firm adhere to
the marketing orientation. Production may oppose the
installation, support and servicing of new capital stock, which
may be needed to manufacture a new product. Finance may
oppose the required capital expenditure, since it could
undermine a healthy cash flow for the organization.

Mutually beneficial exchange

In a transaction in the market economy, firm gains revenue, this
thus leads to more profits/market share/sales. A consumer on
the other hand gains the satisfaction of a need/want, utility,
reliability and value for money from the purchase of a product
or service. As no one has to buy goods from any one supplier
in the market economy, firms must entice consumers to buy
goods with contemporary marketing ideals.
The Marketing Environment :-
The term "marketing environment" relates to all of the factors
(whether internal, external, direct or indirect) that affect a firm's
marketing decision-making/planning. A firm's marketing
environment consists of three main areas, which are:

The macro-environment, over which a firm holds little control

The micro-environment, over which a firm holds a greater
amount (though not necessarily total) control

The macro-environment
A firm's marketing macro-environment consists of a variety of
external factors that manifest on a large (or macro) scale.
These are typically economic, social, political or technological
phenomena. A common method of assessing a firm's macro-
environment is via a PESTLE (Political, Economic, Social,
Technological, Legal, Ecological) analysis. Within a PESTLE
analysis, a firm would analyze national political issues, culture
and climate, key macroeconomic conditions, health and
indicators (such as economic
growth, inflation, unemployment, etc.), social trends/attitudes,
and the nature of technology's impact on its society and the
business processes within the society.

The micro-environment
A firm's micro-environment comprises factors pertinent to the
firm itself, or stakeholders closely connected with the firm or
company.
A firm's micro-environment typically spans:

Customers/consumers
 Employees
Suppliers
The Media
By contrast to the macro-environment, an organization holds a
greater degree of control over these factors

Marketing Research:-
Marketing research is a systematic process of analyzing data
which involves conducting research to support marketing
activities, and the statistical interpretation of data into
information. This information is then used by managers to plan
marketing activities, gauge the nature of a firm's marketing
environment and to attain information from suppliers.
A distinction should be made between marketing research
and market research. Market research pertains to research in a
given market. As an example, a firm may conduct research in a
target market, after selecting a suitable market segment. In
contrast, marketing research relates to all research conducted
within marketing. Market research is a subset of marketing
research.
Marketing researchers use statistical methods (such
as quantitative research, qualitative research, hypothesis
tests, Chi-square tests, linear regression, correlation
coefficients, frequency distributions, Poisson and binomial
distributions, etc.) to interpret their findings and convert data
into information.
The Marketing Research Process

Marketing research spans a number of stages including:

Define the problem

Develop a research plan
Collect the data
Interpret data into information
Disseminate information formally in the form of a report

Marketing In Transcom Hi Tech .LTD

Transcom has set itself apart in the marketplace through the

rapid expansion of its product line and its willingness to emulate
complex drug formulations. RPI's commitment to quickly expanding the
breadth and depth of its product line has been key to its success in the
marketplace

Transcom has a commercial advantage as many of the high-

profit branded drugs with expiring patents over the next few years
are in the categories where Transcom has proven expertise - anti-
infectives, gastrointestinal, cardiovascular and analgesics

Transcom has a turnkey marketing group that works with other

pharmaceutical companies to co-market and co-promote a variety of
chemicals and products. As a marketing partner, RPI is able to meet the
marketing needs of companies while they themselves focus their efforts
on a drugs development, manufacturing, distribution and sales.
Marketing Strategies is the department focused primarily on developing
and executing strategies for the promotion and distribution of
branded, generic and OTC products for RPI

One of the key tasks for the department is to identify

opportunities in different markets and distribution channels and
pursue those to developing and establish new relationships in
the marketplace. Managed Care and Internet marketing is a couple of
key areas that the department is looking to introduce into its ever-
expanding service offerings
CHAPTER 3: RESEARCH METHODOLOGY

3.1 Title

3.2 Title Justification

This title is justified as the project displays both the qualitative
and quantitative factors of Transcom

In the recent years the Transcom has evolved differently than

other on pharmaceutical companies, and the differences have
been captured and incorporated in the project.

3.3 Objective of the Study

After the completion of this project, we will have a deeper
insight into the market of multi-vitamin market in Delhi and
would make us understand where Transcom actually lacks and
where it has a competitive edge. We will get to know whether it
is customer service or the product itself responsible for its kind
of market share or is there any problem with the brand
awareness? After this study we will be able to know what the
Doctors think about Transcom Hi Tech .Ltd the main objective
of this project is to conduct a Business Research to know
Doctors perception about the past products. This study will also
assist Transcom to know where they have to improve to treat
Doctors and patients better.
3.4 Research Methodology
Research methodology is considered as the nerve of the
project. Without a proper well-organized research plan, it is
impossible to complete the project and reach to any conclusion.
The project was based on the primary data. The main objective
of data was to collect appropriate information, which work as a
base for drawing conclusion and getting result. Therefore,
research methodology is the way to systematically solve the
research problem. Research methodology not only talks of the
methods but also logic behind the methods used in the context
of a research study and it explains why a particular method has
been used in the preference of the other methods.

Types of Research Methods

There are two types of Research Methods:

1. Quantitative Research

Quantitative research generates numerical data or information

that can be converted into numbers. Only measurable data are
gathered and analysed in this type of research.

2. Qualitative Research

Qualitative research on the other hand generates non

numerical data. It focuses on gathering of mainly verbal data
rather than measurements. Gathered information is then
analysed in an interpretative manner, subjective,
impressionistic or even diagnostic. The Researcher has used
Qualitative Research method for study.
Research Design
Research Design is a framework or blueprint for conducting the
marketing research project where it specifies the details of the
procedures necessary for obtaining the information needed to
structure and/or solve marketing research problems.

Research Design is broadly classified into three types as:

1. Exploratory Research Design

This is a type if research design which has its primary objective

of providing insights into and comprehension of the problem
situation confronting the researcher.

2. Causal Research Design

It is a type of Conclusive Research Design where the major

objective is to obtain the evidence regarding cause and effect
(causal) relationship.

3. Descriptive Research Design

It is a type of Conclusive Research Design where the major

objective is to provide description of something usually market
characteristics or functions. It is conducted for the following
reason:

To describe the characteristics of relevant groups, such as

consumers salespeople, organisations, or market areas.
To estimate the percentage of units in a specified
population exhibiting a certain behaviour.
To determine the perception of product characteristics.
To determine the degree to which marketing variables are
associated.
To make specific predictions.
3.5 Data Collection

1. Primary Data Research Methodology

Data that has been collected from first-hand- experience is
known as primary data. These data are collected in the form of
Experiments and Survey (Questionnaire, Interview and
Observations).

2. Secondary Data Research Methodology

Data collected from a source that has already been published
in any form is called as secondary data. These data are
collected in the form of Published Printed sources (Books,
Journals/Periodicals and Magazine/Newspaper), Published
Electronic sources (E-journals, General Websites and
Weblogs), Unpublished Personal Records (Diaries and Letter),
Government Records (Census data/Population Statistics,
Health records and Educational Institutes Records) and Public
Sector records (NGOs survey data and other Private
companies records).

3.6 Limitation of Study

1. Shortage of time is also reason for incomprehensiveness.

2. The data that is gathered may be biased because of various

reasons.

3. Need to take decision in short period of time for which

exploratory research is suitable.