2010

Report On Feasibility Analysis Of launching

Protein Powder for Eris life Sciences

IBS Ahmedabad
5/14/2010
 A REPORT
ON
FEASIBILITY ANALYSIS OF LAUNCHING PROTEIN
POWDER FOR ERIS LIFE SCIENCE

By
MANWAR BANSARI RANJEET RAI
09BS0001210 09BS0001828

ERIS LIFESCIENCES PVT LTD

2|Page
 A REPORT
ON
FEASIBILITY ANALYSIS OF LAUNCHING PROTEIN
POWDER

By
MANWAR BANSARI RANJEET RAI
09BS0001210 09BS0001828

ERIS LIFE SCIENCES PVT LTD

A report submitted in partial fulfillment of the

Requirements of MBA Program of the
ICFAI University, Dehradun

Distribution List:
Faculty Guide: Company Guide:
Prof. SWARUP DATTA Mr. AMIT SINGH (DGM)
IBS, AHMEDABAD ERIS LIFE SCIENCES
PVT. LTD.
Date of Submission: 19th MAY, 2010

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 ACKNOWLEDGEMENT

A Project usually falls short of its expectation unless guided by the right person at the right time.
Success of a project is an outcome of sincere efforts, channeled in the right direction, efficient
supervision and the most valuable professional guidance. This project would not have been
completed without the direct and indirect help and guidance of such luminaries. They provide us
with the necessary recourses and atmosphere conductive for healthy learning and training.

If words are considered to be signs of gratitude then let these words convey the very same. At the
outset We would like to take this opportunity to gratefully acknowledge the very kind and patient
guidance We have received from our project guide Mr.Swarup Dutta . Without his critical
evaluation and suggestion at every stage of the project, this report could not have reached its
present form. In addition, we also thank Mr.Amit Singh, (DGM) ERIS LIFESCIENCES who
critically evaluated our each step in developing this project report.

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 TABLE OF CONTENTS
1 Introduction of the Project .................................................................. 7-9

2 Introduction to company ................................................................. 10-12

3 Introduction to segment ................................................................... 13-16

4 Introduction to Protein powder ....................................................... 17-20

5 Literature Reviews .......................................................................... 21-24

6 Analysis ................................................................................................ 26
6.1 Retailers Analysis....................................................................... 26-35
6.2 Doctors Analysis......................................................................... 36-49

7 SWOT Analysis..................................................................................... 50

8 Recommendations ............................................................................ 51-52

9 Annexure.......................................................................................... 53-58

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 ABSTRACT

Here, we have tried to put forth the real scenario of protein powder market. We tried to bring
sheer knowledge about the existing products in the protein powder segment & the reasons for
their good performance in the present market. These vital findings are done with the help of field
work and face to face conversation with retailers & doctors.

The basic purpose of the project is to do the feasibility analysis of launching protein powder for
the company. If the concept of launching a protein powder came out to be feasible then it will
also includes the Segmenting, Targeting & Positioning of the new product.

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 2010

INTRODUCTION TO THE PROJECT

Chapter-I

 Objective
 Methodology
 Limitations

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1. Introduction To project

Now ERIS LIFE SCIENCES wants to enter in the nutraceutical market with its protein powder.
For that reason we are doing feasibility analysis of launching protein powder.

OBJECTIVES:
To study the present trends & potential for protein powders
Segmenting, targeting & positioning the new product after complete feasibility analysis.

METHODOLOGY:

Here in this project the methods used by us for collecting information regarding the plans are –
 Primary Data
 Secondary Data

Primary data:

It is the direct method of collecting data. Primary data are generated in an investigation
according to the needs of the problem in hand. Here we had collected the information by
preparing questionnaire & get it filled from the doctors & retailers.

Secondary data:

This is the method, which is collected through some other external sources. Secondary data can
be defined as the data collected by someone else for purposes other than solving the problem. In
this method, we have collected the information from Internet e.g. we have collected some
information about neutraceutical growth trends and what are the factors responsible for that.

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Here we have systematically divided the project into three phases:
1st phase- This phase is focused upon knowing the company and its products as well as the target
market for protein powder. Basically this phase is to know the market properly.

2nd phase- This phase is focused on collecting data from retailers and doctors.
Designing questionnaire for doctors and retailers separately and then doing survey of 50 retailers
and 50 doctors in the process.

3rd phase- This phase consist of the analysis of the data collected and making of the project
report.

LIMITATION:

It is not possible to understand thoroughly about the different marketing aspects of the
retailers and doctors within 60 days.
All the work was limited in some limited areas of Ahmedabad so the findings should not
be generalized easily, proper adjustment should be made for error.
Feedback from the respondents may be biased.
Our sample size is small which may not represent the whole population.

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 2010
INTRODUCTION TO THE COMPANY

Chapter – 2

 Overview
 Divisions

Administrator
IBS
IBS Ahmedabad
Ahmedabad
5/14/2010
5/14/2010
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2. Introduction of Company

ERIS LIFE SCIENCES PVT LTD is a new company started 3 years back company on Feb 2007
with the staff of 25 people & turnover of 9crores that year. Presently its turnover is around 100
Crores with 750 employees. It is a vibrant organization with all young employees & a young
Vice President. Attrition rate is negligible & its CRM driven company with fastest growth.

It is into various product segments. Mainly they can be classified into three categories according
to their divisions:

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 1. ERIS(parental division) – Feb 2007
Physicians
Cardiology
Endology
Dialectology

2. NIKKOS – Dec 2008

Ortho
Gastro
ENT

3. ADURA – Nov 2009

Mirror image of Eris (parental division).

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 Chapter – 3 2010
INTRODUCTION TO THE SEGMENT

 Overview
 Types

Administrator
IBS Ahmedabad
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5/14/2010
Introduction to Nutraceutical segment
The area or industry of our project is FMHG (Fast Moving Health Goods). When we talk
about Nutraceutical market, it is growing at very fast rate, but India is having more prescription
market when compared to OTC market. Indian Nutraceutical market as OTC market is in infant
stage but growing at very fast rate. Where Nutraceutical market is of is 2773 cr & Growing at a
rate 20%. Nutraceutical industry includes solid as well as liquid products. As our product is
protein powder, our focus is towards solid segment.

Nutraceutical market consists of the given products in solid segment:

SR No Types of Product Leading Brands Market Size

1 Malted Beverages
2 Fruit Based Products
3 Protein Powder
4 4 Food Products & Supplements
(Vitamins, minerals, Artificial
Sweetener, Meal Replacer,
Antioxidants etc.)
(Rs in Crores)
Horlicks(GSK),Complan(Heinz), 900
Bournvita(Cadbury),Boost(GSK)
(Dabur), Tropicana(Pepsi Foods 120
Ltd)
Protinex(wockhardt),GRD(Zydus), 140
B.Protein (British Biologicals)
Becosule (Pfizer), A to Z (Alkem), 1379
Beplex (Anglo French), Reconia
(Ranbaxy), Sugar Free (Zydus
Cadila), Revital (Ranbaxy).

5 Clinical Products Revital (Ranbaxy), Electral (FDC) 50

6 Pediatric Nutrition Lactogen (Nestle), Lactodex 127
(Reptakos), Dexaloc (Wockhardt),
Pediasure (Abbott
7 Sports products Glucon-D (Heinz), Glucose D 57
(Dabur)
Total 2773

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From the above data, we have to focus on the protein powder market which was approximately
140 crores (2009’ data).

This graph shows the rapid increase in Nutraceutical market.

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Growth drivers of FMHG market in India

Consumer awareness
Increase in knowledge, higher spending power of people at large, growing awareness of
the advantages of wellness to avoid illness, information on the benefits of nutraceuticals
and greater health consciousness are the factors increasing the popularity of wellness
products.

Changing lifestyle
The incidence of lifestyle diseases has been increasing with the changing lifestyle. With
the growing fast food culture, people are resorting to high-fat, high-cholesterol diet which
makes them vulnerable to lifestyle diseases. There is a sharp rise in chronic diseases in
India.

Ageing population
The ageing population will increase the demand for supplements and functional foods to
address age-related conditions. Increasing disposable income. Growing population,
particularly that of earning people, is the true growth opportunity to the indian
nutraceutical industry.

Industry lobbying
The Organization of Pharmaceutical Producers of India (OPPI) has submitted a list of 11
molecules to the DCI to be excluded from Schedule H paving way for the initiation of
responsible self medication as the first line of health management.

Changing regulatory thought process

The Drugs Controller's plan to permit Schedule K drugs for sale not only at chemist
shops but also at grocers and departmental stores is being actively considered for
unrestricted spread of healthcare products in non-serious category. This is a significant
shift in government attitude towards the healthcare needs and aspirations of the common
man.

The booming retail growth

A sudden rise in the pharmacy chains which were absent a few years back has added a
new dimension to the healthcare product availability, display, counseling and growth in
sales. There has a been a flood of pharmacy chains coming into the picture

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 2010
INTRODUCTION TO PROTEIN POWDER

Chapter – 4

 Types
 Uses

Administrator
IBS Ahmedabad
5/14/2010
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Introduction to protein powder:

• Proteins are large molecules composed of long chain amino acids

• Protein powder is a dried derivative of animal or vegetable sources of protein, each of which is
produced using various processes.

Amino acids are the building blocks of protein. The body does not make essential amino acids,
therefore they must be obtained through diet. Nonessential amino acids can be synthesized by the
body

Kinds of protein powders :

The four types of protein used in protein powders are whey, soy, egg and rice. Protein powders
can contain one of these, or a mixture of two, such as soy and whey or whey and egg.

1. Whey:
Whey protein is derived from milk and is the most commonly used protein supplement. It
contains nonessential and essential amino acids, as well as branch chain amino acids (BCAA)..
Whey is easily absorbed by your muscles and is extremely safe to use. Whey protein is not
appropriate for those who have a milk allergy or who cannot tolerate lactose.

There are two categories of whey protein powders—concentrate and isolate. The concentrate
form is more widely used, easier to find and less expensive. It contains approximately 30 to 85%
protein. Whey isolate is a higher quality protein and is, therefore, more expensive. It contains
more than 90% protein. Whey isolate is more easily absorbed by the body and contains less fat
and lactose.

Benefits of whey protein:

Helps boost immunity

Optimal source of amino acids
Enhances muscle recovery after workouts & helps prevent muscle breakdown

2.Soy :
Soy protein is derived from soy flour. Of all the various vegetable proteins, soy is the most
complete protein. Similar to whey protein, soy protein has two types, the concentrate and the
isolate, with the isolate being the purer, more expensive form. Soy protein is highly digestible
and is comparable to milk and meat as a protein source. Soy protein is ideal for those who have
dairy allergies, but should not be taken by those who have a soy allergies.

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 Benefits of soy protein:

Helps to improve nutritional value of foods

Lowers cholesterol
Reduces the risk of heart disease
Suitable for vegans

3.Egg :

Egg protein is made from the egg white and is therefore fat-free and high in protein. It is considered
the most perfect source of protein because it is complete in essential amino acids, branch chain
amino acids and glutamic acid. It is completely and easily absorbed by the body. Because of its
characteristics, egg protein is used as the standard against which all other proteins are measured.
Egg protein should not be used by anyone who has an egg allergy.

Benefits of egg protein:

Highest in the amino acids alanine, arginine, glycine and methine

Fat-free

4.Rice :

Rice protein is derived by carefully isolating the protein from brown rice. It is a complete protein
containing all essential amino acids and nonessential amino acids. Rice protein is hypoallergenic,
which makes it sutable for everyone.

Benefits of rice protein:

Hypoallergenic
Suitable for vegans
Complete protein

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In a nutshell :

All four types of powder are good sources of protein and can be used in a variety of
ways.Depending on your personal preference, taste, tolerance and budget there are a variety of
options to select from.

Uses Of Protein Powder:-

 Protein is needed to build muscle and maintain lean muscle in the body.
 Protein is essential to the healthy functioning of every body system.
 Protein powders target in the body :

1. Protein synthesis - for increased muscle mass and enhanced muscle recovery.
2. Energy production - to boost endurance and fight fatigue.
3. Fat utilization - reduce body fat and aid in weight management.
4.Cell health - for immune system strength and overall wellness

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 Chapter – 5
2010

LITERATURE REVIEW

Administrator
IBS Ahmedabad
5/14/2010
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LITERATURE REVIEW
Here we had tried to apply the theoretical concept to our practical learning.

Structural Industry Analysis (Porter’s Five Forces)

This section provides a summary positional analysis of the pharmaceutical industry
using Porter’s Five Forces model (see diagram below)

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ANALYSIS:

Barrier to entry: High (Pharmaceuticals). Cost of R&D and patent limitations.

Industry Competition: High. Advantages gained by first mover advantage (patents)

Suppliers: supplier power is low.

Buyers: buyer power is low.

Substitutes: low (with patents) medium (after patent expiry).

Overall, the pharmaceutical industry shows an upward trend in its core markets.
The industry remains highly valued, has a favorable market position with strong financial
make-up and strong earnings growth. Its future potential demand trend is positive and
despite increased competition the industry still shows a continuing upward growth
momentum.

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PRODUCT LIFE CYCLE:
A new product progresses through sequence of stages from introduction to growth, maturity, and
decline. This sequence is known as the product life cycle and is associated with changes in the
marketing situation, thus impacting the marketing strategy and the marketing mix.

The product revenue and profits can be plotted as a function of the life-cycle stages as shown in
the graph below:

Product Life Cycle Diagram

Protein Powder market is at Introduction stage. The product is available in market but it just
introduced. So there is great opportunity for the company as the next stage of growth is yet to
come.

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 .

2010
ANALYSIS

Chapter – 6

 Retailers survey
 Doctors survey

Administrator
IBS Ahmedabad
5/14/2010
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 ANALYSIS

ANALYSIS OF RETAILERS SURVEY FOR PROTEIN POWDERS :

We had surveyed 50 retailers from different areas including Bodakdev, Navarangpura, Ellis
Bridge, Ankur circle, Stadium circle, Bopal & Satellite. The data collected from the survey
gives the following information:

We asked about top five brands which sales the most at their store and we noted the
approximate number of units sold per month.
We also collected the information regarding the market share of OTC &
PRESCRIPTION based sales.
Even we also focused on the reasons of high sales of few brands.

The analysis & findings portion of the survey is give below

Brands available in the market.

Market share of top 5 brands.
Market share of OTC & PRESCRIPTION based sales
Preferred packaging
Effect of schemes.
Overall Findings.

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 Sr.No. BRAND QUANTITY
1 PROTINEX 506
2 PROTINULES 331
3 ENSURE 197
4 GRD 165
5 PRO 1 110
6 PEDIASURE 105
7 B PROTEIN 104
8 LACTOGEN 101
9 WHEY PROTEIN 100
10 PROTOMIN 85
11 THREPTIN(B) 48
12 D PROTEIN 19
13 ALPROVIT 16
14 PRO PL 13
15 SPERT 12
16 PVM 11
17 RESOURCE 11
18 THREPTIN 11
19 ESS PRO 10
20 PRO BURN 10
21 PROTOZOL 7
22 CAD PRO 7
23 PROTIMA 6
24 NOURISH 6
25 BOOST 6
26 NUSOWIN 5
27 LACTODEX 3
28 REVITELITE 2
29 EMBIPRO 2
30 PROTOLOCK 1
31 ISOMIL 1
32 REDIVITAL 1
33 SAMPRO 1
34 CRITIPRO 1

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34 BRANDS AVAILABLE IN MARKET AS PER OUR SURVEY

The below given chart shows the Sales of top 34 brands in Market:

PROTINEX
PROTINULES
ENSURE
GRD
PRO 1
PEDIASURE
B PROTEIN
LACTOGEN
whey protein
PROTOMIN
THREPTIN(B)
D PROTEIN
ALPROVIT
PRO PL
SPERT
PVM

Few brands are selling so less so we can ignore their existence during analysis.

INFERENCE: The above graph shows that protein powder market is very much
fragmented.

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TOP 5 BRANDS SUGGESTED BY RETAILERS

There are total 34 brands which are suggested by retailer as the most selling brands. Top
5 brands include protinex, protinules, ensure, GRD & pro1 which constitutes the 64%
of the market.

PROTINEX PROTENULES ENSURE GRD PRO1 OTHERS

506 331 197 165 110 705
25% 16% 10% 8% 5% 36%

Top 5 brands

506, 25%

25%
705,36%
PROTINEX
35%
PROTENULES
ENSURE

331, 16% GRD

PRO1
16% OTHERS
6%
110,5%
8% 10%

165,8% 197,10%

INFERENCE: Inspite of having fragmented market, top five brands constitute around 64% of
the market share. Therefore there is hope of doing well in the market for a new entrant with their
effective promotions .

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Market share of OTC & PRESCRIPTION based sales

The below given chart shows the OTC & PRESCRIPTION based market share for Protein
Powder.

OTC & PRESCRIPTION SHARE

BOTH
9%

OTC
22%
B
O
P

69%
PRESCRIPTION

From the above chart it is clearly seen that there is 70% prescription based market share for
protein powder. Therefore their will be fair chance to grow for a new entrant if they launch their
product in prescription based market.

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PACKING SIZE OF PROTEIN POWDERS

From the collected data below given graph is formulated.

175g
500g 3%
7%
800g
7%

285g
7%

400g 200g
10% 66%

As we know that protein powders come in different sizes of 200 gm, 400 gm, 500 gm, 175 gm,
285 gm etc. So we tried to find out the volumes of brands in these different sizes. According to
the analysis, we came to the knowledge that 66% of the brands produce 200 gm. There are only
10% of the brands that make protein powders in 400gm packing size. However, when we look at
the packing of 285gm,500gm,800gm we see that all these three packing contribute 7%
respectively. While there is only one brand that come in packing size of 175gm which
contributes three percent.

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PRICING & PRICING OF DIFFERENT PACK SIZE

We classified our study on pricing in relation with different pack sizes with prevailing top five
brands. we took only the top five brands because these brands constitute about 75% of the
market share. Here is the detail analysis for different quantity level.

For 200gm pack size

Quantity
Brands size
demand price
PROTINEX 506 200 160
GRD 165 200 162
PRO 1 110 200 144
B PROTEIN 104 200 145
PROTOMIN 85 200 160

As it is visible from the above table that, the price ranges for this pack size is rs.140 to Rs. 160,
which makes the average as Rs. 154. So company should target its pricing level for this quantity
level appropriately.

For 400gm pack size

Quantity
Brand Size
demand Price
ENSURE 197 400 398
PEDIASURE 105 400 396

As it is visible from the above table that only two brands are there in the market which comes in
400 gm packing and doing well. When we look at their prices they are around Rs400. Therefore
if company wants to make powders in this category they have to price it accordingly.

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 For 285 pack size

Quantity
Brand Size
demand Price
THREPTIN 11 285 185
THREPTIN(B) 48 285 185

As it is visible from the above table that only two brands are there in the market which comes in
285 gm packing and doing well. Also they are decently priced. When 200gm pack size is costing
around Rs160 people may not mind buying a product the other product costs only Rs15 more.
Also when we look at the quantity it is almost 45% higher quantity and that’s why Threptin
powders are getting popularity

For 175gm pack size

Quantity
Brand Size
demand Price
PROTINULES 331 175 139

This is the second most selling brand in the market according to our survey. This company has
played with the minds of the customers instead of making it of 200gm they have made it of
175gm and people generally don’t mind this difference but at the same time it costs Rs 20 less.
Therefore we can also apply such tricks while pricing our product.

Some powders like Ensure and Pediasure are also available in 800gm pack size but these are
not so popular because its costs around Rs800 which is very high and a normal person would
prefer buying small quantity instead of buying this.

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SCHEMES GIVEN BY COMPANIES

According to our survey Protinex which is the most selling brand does not give any scheme to
the retailers. At the same time there are other brands which provide different schemes to the
retailers.

The company like Allembic with brand name protinules gives maximum schemes to there
retailers. The schemes which they generally provide are 10+1 and 5+1.

Also the company like Zydus Cadila with brand name G.R.D gives different schemes to the
retailers. The schemes which they generally provide are 10+1 and 5+1.

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CONCLUSION OF RETAILERS SURVEY:

When we see the number of brands available in the market we can easily conclude the
market for protein powder is highly fragmented.
The most selling brand i.e. protinex is due to its brand name.
Protinules is famous in market due to the schemes that are provided by the company.
New concept of protein biscuits i.e. threptin is also getting fame & is preferred by people.
Nowadays whey proteins for body building is also prescribed by doctors & preferred by
customer.
Margin given by the company also affects the sales figures
Schemes given by the companies also effect the sales of the company but there are
companies like protinex which are doing well in the market without giving schemes therefore
company can do well without giving schemes instead company should come with come with
effective promotion.

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ANALYSIS OF DOCTORS SURVEY

After completing Retailers survey we proceeded further with the Doctors survey to achieve
our objective of launching a Protein Powder brand. This survey will also help us in segmenting
the target market. From here we will also verify the results of Retailers analysis. Here, is the
detailed analysis of the study undertaken-

CATEGORIES OF PATIENTS

As a first step, the respondents were asked about the types of patients that they were dealing
in their daily clinical practice.

The patients were categorized into following-

Cardiac
Diabetic
G.I.
Fever, pain, inflammation
Others

The results of the above study is as follows-

Particulars Percentage volume

Cardiac 96%
Diabetic 95%
G.I. 92%
Fever, pain, inflammation 96%
Others
1.HIV, Critical cases 2%
2.Neurology, Headache, Depression 2%
3.Orthopedic 6%
4.Arthiritis 4%

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Below given HISTOGRAMS prepared with SPSS shows the above given figures :

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INFERENCE : So from the above given data, it shows that generally Cardiac, Diabetic, Fever,
pain & inflammation & G.I patients visit to a consulting physician as the % of other patients
including HIV, Neurology, Critical cases, Arthritis etc is very low.

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PERCENTAGE OF THE ABOVE PATIENTS

Collected data shows the below given figures of % of the Cardiac, Diabetic, Fever, pain &
inflammation, G.I & Other patient.

% of different catogories of patients

Others cardiac
10% 21%

F, P & I
32%
Diabeto
21%

G.I
16%

INFERENCE: The maximum number of patients visiting the consulting physician is of Fever,
Pain & Inflammation. Diabetic & Cardiac also constitute the good percentage i.e. 21%.

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NUTRITIONAL SUPPLEMENTS PRESCRIBED BY DOCTORS

In further study, it was seen that what were the various nutritional supplements that were
prescribed by the doctors to their patients. We clubbed these supplements into the four category
which is as follows-

Protein powder
Multi vitamins
Anti oxidants
Others

The diagrammatic presentation revealed the following scenario.

100
90
80
70
60
50
40
30 Series1
20
10
0

PROTEIN
MULTI
POWDER ANTI
VITAMINS OTHERS
OXIDANT

INFERENCE: From the above graph it is clearly seen that protein powder is prescribed by
almost every physician therefore there is great opportunity in entering to the protein powder
market,

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PERCENTAGE OF PRESCRIPTION OF PROTEIN POWDERS IN
DIFFERENT CATEGORIES

In the further analysis the respondents were asked about the protein powders that they were
prescribing to their patients. A lump sum percentage figure was asked to them for the required
categories-

Cardiac
Diabetic
GI
Fever, Pain & Inflammation
Other
The diagrammatic presentation revealed the following scenario.

% of patients to whom Protein

Powder is Prescribed
Others
10%
Cardiac
20%
F, P & I
30%
Diabetic
G.I 25%
15%

INFERENCE: The study shows that, nearly 30% of the prescriptions of protein powders
belongs to F.P.I category. The data for cardiac & diabetic category also shows the phenomenal
chances of entering into these segments. As we know that there are huge problems of heart,
cholesterol & sugar related things due to changing lifestyles, leading to increase in number of
these patients.

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PERCENTAGE OF AGE OF THE PATIENTS

With the view to provide more conceptual and concrete step towards the launching of the
product, we divided the customers into three segments of age like-

15- 30 years
30- 50 years
Above 50 years

The diagrammatic presentation revealed the following scenario.

Age & Protein powder prescription

21% 15-30 age

47% 30-50 age

50 & above
32%

INFERENCE: It is seen that approximately 47% of the prescriptions for the protein powders
belong to the age group of 50 years and above. Hence, as the age limit for the prescriptions for
powders is more than fifty, so company can target its product for this age group, as the sizeable
amount belongs to this category.

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DIFFERENT INDICATIONS IN WHICH PROTEIN POWDERS ARE
PRESCRIBED
There are various reasons for which the protein powders are prescribed to the patients. These
reasons play an important role while deciding for which category to launch its product. We
classified various reasons into following category-

To increase body mass

General weakness
Energy supplement
Post surgery
Others- malnutrition etc

The diagrammatic presentation given below presents the following scenario-

35

30

25

20

15

10

0
Increase body General Energy Post surgery Others
mass Weakness Suppliments

INFERENCE: From the above graph its clearly seen that generally doctors prescribes the
Protein Powder as Energy supplement & in General weakness. Weakness can occur at any age
and due to any purpose like it can occur after recovering from any disease or extensive physical
or mental work. It is also used as an energy supplement in case of players, young generations
who are involved in various mental and physical work.

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NUMBER OF PRECRIPTIONS OF PROTEIN POWDER
The below given graph shows the number of prescription of Protein Powder on daily basis.

12

10

0
0 10 20 30 40 50 60

INFERENCE: On an average nearly three prescriptions for protein powders are given by
doctors on daily basis. This shows that there is a considerable market for protein powders.
Taking into consideration the objective which was assigned to us (To test the feasibility of
launching protein powders). There are around 250 physicians in Ahmedabad .

200 Physicians

3 Prescriptions per Day

Total = 250 * 3 = 750 prescriptions per day

This shows that there is a considerable demand for the product. This gives an ample opportunity
and scope to the company to in cash upon this and paves the way for its success.

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FACTORS WHICH FACILITATE THE PRESCRIPTION OF PROTEIN
POWDER
There are various factors which facilitates the prescription of Protein Powder like Scientific
formula, patients compliance etc which doctor thinks of before prescription. Different weightings
are given to different factors :

most important important less important least important

Scientific formula 48% 32% 2% 18%
Patient compliance 10% 46% 22% 22%
Both of the above 41% 7% 26% 26%
Others 2% 0% 2% 92%

40
35
30
25
20
Series1
15
10
5
0
Scientific Patient Both Others
formula compliance

INFERENCE: Approximately 48% of the Doctors considered scientific formula as the most
important factor while prescribing the protein powders to their patients. However 32% of them
considered it as an important factor. This means that scientific formula plays an important role in
prescription of protein powders.

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SFACTORS PREFERED IN PATIENT COMPLIANCE

Factors like Taste, Price, packing etc comes under patient compliance. While prescribing
Doctors also take care of patient compliance & gives them the weightings, which is given below:

most important important less important least important

taste 62% 30% 4% 4%
price 32% 54% 6% 8%
Packing/ easy to carry 0% 6% 64% 30%
others 4% 0% 0% 96%

40
35
30
25
20
15 Series1
10
5
0
Taste
Price
Packing
Others

INFERENCE: Around 60% of the doctors acknowledged taste as the most important factor in
patient compliance. As it is true that taste plays an important role in consumption of any product
and since protein powders are not good in taste so patients are reluctant to use it.

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TOP THREE BRANDS PRESCRIBED BY THE DOCTORS

We conducted a study on top three brands which are prescribed by the doctors. This was a very
tough question to ask from a doctor and many doctors were reluctant to answer this question but
we got the response from around 35 doctors and then we tabulated the data.

45
40
35
30
25
20 Series1
15
10
5
0
PROTINEX ENSURE PROTINULES

INFERENCE: We found that the top three brands which are being prescribed by the doctors
are-

1. Protinex
2. Ensure
3. Protinules

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REASONS FOR THE PRESCRIPTION OF THE BRANDS

There are few reasons due to which the above brands are at top 3 positions.

1. PROTINEX

 Quality
 Scientific formula
 Taste
 Response

2. ENSURE

 Quality
 Scientific formula
 Protein content
 Can be given with water

3. PROTINULES

 Price
 Taste

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CONCLUSION OF DOCTORS SURVEY

From Doctors survey we came to following conclusions:

 Basically the Protein Powder is prescribed to the patients due to general

weakness & as energy supplement. As per our survey, it is mostly required
by the old age people i.e. above 50 years of age.
 Before prescribing the Protein Powder doctors lay great importance to
scientific formula & Patients compliance.
 In patient compliance, the more preference is given to the taste & then the
price. So in case of Protein Powders, taste plays an important role as it is
consumed in little larger quantities as compared to other medicines.
 On an average there is a sale of 3 tins per day per Doctor, showing good
scope of entering in the segment.
 Top 3 brands prescribed by the Doctors are Protinex, Ensure & Protinules
which falls under the top 5 brand of our retailers survey showing the validity
& reliability of our retailers survey.

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 SWOT ANALYSIS

STRENGTH:

 The need for adequate protein in the human body is second only to the
need for water.

WEAKNESS:

 As protein powders are generally costly therefore people can not use it
regularly.
 Some studies indicate a steady amount of excess protein may be
unhealthy, especially for those with liver or kidney problems.

OPPURTUNITIES:

 Nutraceutical industry is in infant stage so there is high growth

potential.
 Market is captured by only few brands so there are good chances to
create strong brand image.

THREATS:

 Direct competitor i.e. Protinex, Protinules, Ensure etc.

 Highly captured market.

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 RECCOMANDATIONS

 Finally we recommend the company to launch protein powder with

following features :

Price range : 140 – 160 Rs

Packing : 200 gms (even we can try for 185 gms for 149 Rs or
any such combinations between price range 140-160 & packing
size 175-200 gms)
sIt should be prescription based product i.e. its positioning
should be done in such a way that in beginning it should be
prescription based.
It is beneficial to target the old age population above 55 years
of age as per our survey results. Even we can launch one
common product targeting all age group of population.
More attention should be given to scientific formula & taste of
the product while deciding the formulation.

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 REFRENCE
Books and Publications

 Zikmund William, Business Research Methods, 7 th edition, South Western Singapore-

2003.
 Cooper Donald R. and Schindler Ramela S, Business Research Methods, Tata McGraw
Hill Publishing Company Ltd, New Delhi.
 Kotler Philip & Armstrong Gary, Principles of Marketing, Twelfth edition, Prentice Hall of
India Private Ltd.

Electronic sources:

www.eris.co.in
www.pharmaweb.net

www.drugs.com

www.health.yahoo.com
www.wikipedia.org

People :
1. Mr. Amit Singh – DGM Marketing ERIS pharma
2. Mr. Ranjeet Sir- Product Manager ERIS pharma
3. Mr. Hiral Sir- Regional Sales Manager ERIS pharma
4. Mr. Hiren Sir-Sales Manager ERIS pharma
5. Mr. Swarup Datta- Faculty IBS Ahemdabad

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 ANNEXURE
Questionnaire for “RETAILERS SURVEY”

Survey to study market potential for protein powder.

Retailer Name

Area

Bra VARIA UNI PACKI RETA MR OTC/P DOCTO SPECI INDICATI SCHE TARGET
nd 1 NTS TS NG IL P RE R’S AL ON ME CUSTO
PRIC NAME IZATI MER
E ON

Bra VARIA UNI PACKI RETA MR OTC/P DOCTO SPECI INDICATI SCHE TARGET
nd 2 NTS TS NG IL P RE R’S AL ON ME CUSTO
PRIC NAME IZATI MER
E ON

Bra VARIA UNI PACKI RETA MR OTC/P DOCTO SPECI INDICATI SCHE TARGET
nd 3 NTS TS NG IL P RE R’S AL ON ME CUSTO
PRIC NAME IZATI MER
E ON

53 | P a g e
Bra VARIAN UNI PACKI RETA MR OTC/P DOCTO SPECI INDICATI SCHE TARGET
nd 4 TS T NG IL P RE R’S AL ON ME CUSTO
PRIC NAME IZATI MER
E ON

Bra VARIA UNI PACKI RETA MR OTC/P DOCTO SPECI INDICATI SCHE TARGET
nd 5 NTS TS NG IL P RE R’S AL ON ME CUSTO
PRIC NAME IZATI MER
E ON

Date:

Signature of Retailer Signature of Surveyor

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 Questionnaire for “DOCTORS SURVEY”

Dear Sir/Madam

We are the students of ICFAI Business School Ahmedabad conducting survey on “The
feasibility analysis for launching a protein powder brand”. This is an academic project, given
to us for learning purpose and evaluation. So we are expecting cooperation from your side in
filling up this questionnaire.

Q.1 Type of patients you normally see in your daily clinical practice (kindly tick) -

a. Cardiac ______

b. Diabetic ______

c. G.I ______

d. Fever, pain & inflammation ______

e. Others (specify) ______

Q.2 Percentage of the following patient categories visiting to you?

a. Cardiac ________%

b. Diabetic ________%

c. G.I ________%

d. Fever, pain & inflammation ________%

e. Others ________%

Q.3 In the above mentioned patient categories do you prescribe nutritional supplement?

a. Yes _____

b. No _____

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Q.4 Type of nutritional supplement normally you prescribe (kindly tick) -

a. Protein powder ______

b. Multi vitamins ______

c. Anti-oxidants ______

d. Others ______

Q.5 Percentage of your prescriptions for protein powder in the following patient categories -

a. Cardiac ________

b. Diabetic ________

c. G.I. ________

d. Fever, pain & inflammation ________

e. Others ________

Q.6 Percentage of the following age groups to whom you prescribe protein powders -

Percentage

a. 15 to 30 _____

b. 30 to 50 _____

c. 50 and above _____

Q.7 Indications in which you prescribe protein powder -

a. To increase body mass _____

b. General weakness _____

c. Energy supplement _____

d. Post surgery _____

e. Others (specify) _____

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Q.8 Number of prescriptions you prescribe for protein powder on daily basis -

Ans. __________

*(consider 1 as highest)

*Q.9 While prescribing protein powders, rank the below criteria’s as per your preference -

a. Scientific formula _____

b. Patient compliance _____

c. Both of the above _____

d. Others (specify) _____

*Q.10 As per the patient compliance rank the following -

a. Taste ______

b. Price ______

c. Easy to carry/packing ______

d. Others (specify) ______

Q.11 Top 3 brands which you prescribe -

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 Reasons

a.___________________ ___________________

b.___________________ ___________________

c.___________________ ___________________

Doctor’s Name: _________________________

Specialization: __________________________

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