A

STUDY REPORT
[WINTER PROJECT RESEARCH]
ON

 
SALES PROMOTION AND MARKETING RESEARCH DEVELOPEMENT

SAIBALAJI INTERNATIONAL INSTITUTE OF MANAGEMENT SCIENCES, PUNE

ISO 9001:2008 certified, Approved by AICTE, Ministry of HRD, Govt of India

Impacting Corporate World

NAME: Anupam Maity.

COURSE: PGDM

BATCH: 2010-2012
 A
Study Report
ON
 
SALES PROMOTION AND MARKETING RESEARCH DEVELOPEMENT

Ranbaxy Laboratories Limited (Ranbaxy)

In partial fulfillment of the requirements for the award of the

degree of PGDM-POST GRADUATE DIPLOMA IN MANAGEMENT,
AICTE, MINISTRY OF HRD, GOVT. OF INDIA, NEW DELHI

SAIBALAJI INTERNATIONAL INSTITUTE OF MANAGEMENT SCIENCES (SBIIMS), PUNE

Submitted by: Anupam Maity, Batch.

Batch: (2010-2012)

INDEX:-
CONTENT: PAGE NO.

1. The title. 4

2. Declaration. 5

3. Acknowledgement. 6

4. Preface. 7

5. Introduction to the topic. 8

6. Topic Value. 9

7. Executive summary. 10

8. Learn from the topic. 11

9. Research Methodology. 12

10. Objectives. 13

11. Introduction of company. 14

12. Swot analysis. 22

13. Research methodology. 23

14. Market survey. 28

15. Findings. 29

15. Conclusition and suggestion. 30

16. Web site. 31

17 Annexure: 32
 SALES PROMOTION

AND

MARKETING RESEARCH
 DECLARATION:
I Anupam Maity here by declare that I have worked on the topic “promotional activities and
marketing research” from Ranbaxy Laboratories Limited (Ranbaxy).

All information in this report is true representation of what I have experienced during the
project.

(Anupam Maity.)
 Acknowledgement:
I wish to acknowledge with deep gratitude, the valuable guidance provided by Dr.Sri Sai sir
(director SBIIMS, Pune) who inspired us to take up this project and rendering his precious help.

The successful completion of any project requires guidance and help for a number of people. I
was fortunate to have acted the support and guidance from the faculty specially Sandip Sane
and Smarjit Das sir.

It’s my pleasure to acknowledge the help provided by my teachers under whose guidance I
have accomplish the project work.

I need to owe many thanks to my parents who inspired me and gave their constant support and
encouragement.

In the end I wish to thank all those whose names have not seen mentioned above buy who
have directly or indirectly helped me in various ways in successful carrying out the project.

(Anupam Maity.)
 Preface:

Post Graduate Diploma in Management is a course, which combines both theory and its
applications as its contents of study in the field of management. As part and parcel of this
cource, every aspirants has to undergo winter project research in an organization. The purpose
of this project is to expose the student of management sciences to real life situations existing in
the organization and to provide an insight into the various functions, who can visualize things,
what they have been taught in classrooms.Actully, it is the life force of management. It is in
practical research that the effectiveness of management itself is realized.

This report is a continuation of that tradition. It is an attempt to present an account of practical

knowledge and observations gathered during the analysis.

This report includes the information about the premiere companies in Ranbaxy
Laboratories Limited (Ranbaxy).

Name: Anupam Maity.

Title: Sales promotion activities and market research

Company: Ranbaxy Laboratories Limited (Ranbaxy).

  Introduction to the topic:-

Sales promotion:

Sales promotion is the direct inducement which of worse extra value or extra benefit at
customer level and dealer level. Sales promotion is the short term activity.

Objectives of sales promotion:

 Attracting customers.
 Customers walk in to outlet.

Marketing research:

Marketing research is the systematic, objective and exhaustive search for and
study of the facts relating to any problem in the field of marketing. Marketing research
too plays an equally important role in marketing. Marketing research is the find out the
unknown results.

Objectives:

 To know unknown results.

 Study of marketing size.

Brand tracking:
Study of the competitive position and image of a brand.
 Topic Value:

 Reasons for selecting this topic:-

In Indian market, marketing is growing very firstly when we compare it with others sectors.
Marketing is one of the difficult task and more physical process human efforts and management
constitute the primary concept in marketing. And regarding sales promotion and marketing
research are essential things in the marketing field. To know the SWOT analysis of the product
and sales promotion is important for the promoting the produce for the sales and survive in the
competitive market.

 Importance of the topic to the company:

In the competitive world there are so many medicine companie’s outlet in the market to
earn much more profit and getting higher position or reputation in the market.

Marketing research or market awareness of the products is must for survival of the
product in the market.

In order to earn profits and long term survival in the market, it is very important for the
companies to have some promotional activities for growth in the market and find out
improvement in sales.
 EXECUTIVE SUMMARY

The project “selling Techniques” is undertaken Ranbaxy Company. The project gives insights
about the company and his products, it’s evolving, it’s present structure, growth in the industry,
and demand of products in general with a special emphasis on customers.

A detailed study of the company profile, its working, growth prospects and product
range is undertaken. Apart from above the profile of its sister units is also studied. The project
includes a survey regarding their position of brand Ranbaxy in the market and in comparison on
their competitors. The analysis is done with the help of questionnaire for the retailers &dealers.
Analysis is done on the basis of data collected from the Ranbaxy Company, in which the
customer enters into with a long-term relationship and wants the best out of it.
Industry in the country is one of the key sectors of the economy. It tells about
the level of development in the nation.
 Lessons learned from the topic:-

Through the study done by research for the company, research has found some data
from observation, through questionnaire and learned about the market strength of the
product.

 Market awareness
 Sales promotion
 Handling of sales
 Views about the company from customers
 Position of company in the market
 Targeting customer
 Customer perception regarding Ranbaxy and the collaborate companies.
 RESEARCH METHODLOGY:-
 Research Design:

The research design would be Descriptive research. The research conducted in pune
markets; doctors chambers, medicine shops, delears, customers.

 Sample Design:

The sample would be selected on random retailer’s dealer’s basis on auto equipments.

 Sampling Area:

This survey was conducted in the context of factors influencing consumer-buying

behavior with special reference to doctor’s decision. For this I have conducted
permissions proper way. By this way we got the satisfaction, loyalty&behavior of
customers, doctors. .

 Sampling Technique:

Non-probabilistic sampling through convenience sampling. Because here I have done

a survey in convenient locations that is current market.
 OBJECTIVES:

 For winter project research report.

 To get information about the company.

 Company products.

 Products Quality.

 Customer satisfaction.

 Customer needs.

 Companies market position.

 Consumer behavior.

 Company-customer relationship.
COMPANY
PROFILE:

 About Company
 Vision
 Mission
 Financials
 Strategy
 Worldwide operation
 An introduction to Ranbaxy in India
  About Ranbaxy:-

Company Profile:

Ranbaxy Laboratories Limited (Ranbaxy), India's largest pharmaceutical company, is an

integrated, research based, international pharmaceutical company, producing a wide range
of quality, affordable generic medicines, trusted by healthcare professionals and patients
across geographies. Ranbaxy today has a presence in 23 of the top 25 pharmaceutical
markets of the world. The Company has a global footprint in 46 countries, world-class
manufacturing facilities in 7 countries and serves customers in over 125 countries.

In June 2008, Ranbaxy entered into an alliance with one of the largest Japanese innovator
companies, Daiichi Sankyo Company Ltd., to create an innovator and generic
pharmaceutical powerhouse. The combined entity now ranks among the top 20
pharmaceutical companies, globally. The transformational deal will place Ranbaxy in a
higher growth trajectory and it will emerge stronger in terms of its global reach and in its
capabilities in drug development and manufacturing.

Mission & Vision:

Ranbaxy's mission is ‘To become a Research-based International Pharmaceutical Company’.

The Company is driven by its vision to ‘Achieve significant business in proprietary
prescription products by 2012 with a strong presence in developed markets’.
Financials:
Ranbaxy was incorporated in 1961 and went public in 1973. For the year 2009, the
Company recorded Global Sales of US $ 1519 Mn. The Company has a balanced mix of
revenues from emerging and developed markets that contribute 54% and 39% respectively.
In 2009, North America, the Company's largest market contributed sales of US $ 397 Mn,
followed by Europe garnering US $ 269 Mn and Asia clocking sales of around US $ 441 Mn.

Strategy:
Ranbaxy is focused on increasing the momentum in the generics business in its key markets
through organic and inorganic growth routes. Growth is well spread across geographies with
focus on developed and emerging markets. It is the Company’s constant endeavour to
provide a wide basket of generic and innovator products, leveraging the unique Hybrid
Business Model with Daiichi Sankyo. The Company will also increasingly focus in high
growth potential segments like Vaccines and Biogenerics. These new areas will add
significant depth to the existing product pipeline.
 Worldwideoperation:-
Global Pharma Companies are experiencing an ever changing landscape ripe with challenges
and opportunities. In this challenging environment Ranbaxy is enhancing its reach
leveraging its competitive advantages to become a top global player.

Driven by innovation and speed to market we focus on delivering world-class generics at an

affordable price. Our unwavering determination to achieve excellence leads us to new global
benchmarks. Our people have consistently risen above all challenges maximized
opportunities and positioned Ranbaxy as a leader in the global generics space.

Ranbaxy’s global footprint extends to 46 countries embracing different locales and cultures
to form a family of 50 nationalities with an intellectual pool of some of the best minds in the
world.

Africa Asia Pacific CIS

Europe Global API Global Consumer Healthcare

India Latin America Middle East and Sri Lanka

North America        
 India:

An introduction to Ranbaxy in India:

Ranbaxy is one of the leading pharmaceutical Companies in India commanding a market

share of around 5%. The Company has clocked sales of USD 293 Mn in 2009 in India.
Growing ahead of the market, the Company has enhanced its competitive position in the
domestic market through its focused approach. The Company’s business has been
realigned to its customer groups and investments have been made in high growth
segments. These efforts have resulted in strengthening its Chronic franchise (Life Style
led) as well as has reinforced its leading position in the acute product in india.Ranbaxy is
  a strong player in the Novel Drug Delivery System (NDDS) segment. Its product portfolio
spans across Acute & Chronic Business covering Anti-infectives, Nutritionals, Gastro-
intestinals, Pain Management (Acute) Cardiovasculars, Dermatologicals, Central Nervous
Systems (Chronic) segments.

Company’s India operations are a dominant force in a number of participating therapeutic

segments, for example Anti-infectives, Statins, Dermatology and Pain Management. A
publicly listed company, Ranbaxy India is also a member of IPA (Indian Pharmaceutical
Alliance) & OPPI.
 At a Glance:
Team Size About 2,500 persons

Ranbaxy Sales USD 293 Mn

Total No. of Molecules Market formulations based on more than 200 molecules
Ranbaxy + Local tie ups (including Fixed Dose Combinations)

Cephalexin (sporidex),Ciprofloxacin(cifran),Amoxycillin
(Mox), Ofloxacin (Zanocin), Atorvastatin (Storvas),
Ceftriaxone (Oframax), Cefpodoxime (Cepodem), Co-
Lead Molecules amoxyclav (Moxclav), Cilanem (Imipenem+Cilastatin),
Volini (Diclofenac combination), Silverex (Silver
Sulphadizine), Cepodem (Cefpodoxime), Verorab (Rabies
vaccine)

Presence in Therapeutic Anti-Infectives, Cardiovascular & Diabetes, Dermatological,

Neuro-Psychiatry, Pain management, Gastro-Intestinal,
Segments Nutritional

Contact:  

Mr. Sanjeev Dani.

Senior Vice President & Regional Director – Asia,

CIS & Africa

Ranbaxy Laboratories Limited

Corporate Office, Plot 90, Sector 32,
Gurgaon -122001 (Haryana), INDIA

Ph: +91- 124- 4135000,

Email: mukta.v@ranbaxy.com
 Products:-

Top 10 Products (2009)

Valacyclovir
Simvastatin
Co-Amoxyclav
Ciprofloxacin and Combinations
Amoxycillin and Combinations
Isotretinoin
Ketorolac Tromethamine
Loratadine and Combinations
Ginseng+Vitamins
Cephalexin
Atorvastatin and Combinations
3.5
Co-Amoxyclav; 3.2
3

2.5

2
Ciprofloxacin and
1.5 combinations; 1.4
Amoxycillin and
combinations; 1.2
1

0.5

0
Simvastatin Co-Amoxyclav Ciprofloxacin Amoxycillin Isotretinoin Ketorolac
and and Tromethamine
combinations combinations
Market Price

last 12 month's 'High' / 'Low' rates quoted at Bombay/National

Stock Exchanges:

Bombay Stock National Stock

Month Exchange Exchange
(High) (Low) (High) (Low)
Nov-09 460.75 374.00 461.80 374.10
Dec-09 538.00 454.00 538.45 455.10
Jan-10 533.50 432.35 533.40 432.00
Feb-10 476.00 395.10 478.00 394.00
Mar-10 491.60 450.00 490.85 426.40
Apr-10 485.00 432.70 485.50 431.70
May-10 469.50 364.20 494.40 403.15
June-10 463.00 414.35 463.50 413.50
July-10 467.95 441.10 467.90 441.00
Aug-10 500.60 434.55 500.70 434.25
Sep-10 538.32 522.85 538.45 522.95
Oct-10 620.55 560.00 616.90 556.35

   
 700

600

500

400
Bombay Stock Exchange(High)
Low
300
Natioanl Stock Exchange(High)
NSE Low
200

100

0
Nov( Dec( Jan( Feb( Mar( Apr( May June July( Aug( Sep( Oct(
09) 09) 10) 10) 10) 10) (10) (10) 10) 10) 10) 10)

SWOT ANALYSIS:-
Ranbaxy Laboratories Limited (Ranbaxy), India's largest pharmaceutical company, is an
integrated, research based, international pharmaceutical company, producing a wide range
of quality, affordable generic medicines, trusted by healthcare professionals and patients
across geographies. Ranbaxy today has a presence in 23 of the top 25 pharmaceutical
markets of the world. The Company has a global footprint in 46 countries, world-class
manufacturing facilities in 7 countries and serves customers in over 125 countries.

To overall evaluation of a company’s strengths, weekness, opportunities and threats is

called swot analysis. It involves monirering the external and internal marketing environment.

Strengths:
 Product quality is good.
 Customer satisfaction label is high.
 Market share is high.

Weaknesses:
 Government taxes.
 Product price is high.
 Customers are not enough.
 Opportunities:
 Different types of products are available.
 Products side effect label is low.
 Medicines formula is totally diesis symptoms’ wise.

Threats:
 New competitor can develops.
 High pricing products.
 Company-customers relations factors.

Research Methodology

About Research:-

Research:
Research is an organized in systematic way of finding answers to questions and journey of
unknown to known.

Systematic, because there is a definite set of procedures and steps which you will follow.There
are certain things in the research process, which are always done in order to get the most
accurate results.

Sample:

A small part of something intended as representative of the whole sample

distribution.
 Items selected at random from a population and used to test hypotheses about
the population.

Collection of data:

The method of data collection begins after a research problem has been
defined and research design/plan chalked out.

There are two methods from where the data can be collected,-

Primary data.

Secondary data.

Primary data:
The primary data are those which are collected afresh and for the first time and thus
happen to be original in character.

Collection of primary data:

Primary data can be collected either through observation or through direct communication
with response in one form or another or through personal interviews.

Methods used for collection of primary data:

 Interview Method
 Observation Method
 Throught Questionnaries.
Secondary data:

The secondary data are those data, which have already been collected by someone
else and which already had been passed through the statistical process.

Collection of secondary data:

Secondary data mean data, that are already available i.e. they refer to the data which
have already been collected and analysed by someone else. Secondary data may either
be published data or unpublished data.
 IN MARKET SURVEY REPORTS:
Q.1- Have you heard about Ranbaxy?

Sr. No. Answers Numbers

1 No 30
2 Yes 70

Total 100

Numbers

30
No
Yes

70

Q.2- What way you got the name?

Sr.no. Medium Numbers

1. Doctors 80

2. Advertisement 15

3. Others 5

Total 100

Numbers
5

15
Doctors
Advertisement
Others

80
Q.3-Are you Satisfied with this products?

No. Satisfied Dissatisfied

1. 60 % 40%
2. 85% 15%
3. 70% 30%
4. 50% 50%

90%

80%

70%

60%
50%
50%
40% Satisfied
40% Dissatisfied
30%
30%

20% 15%
10%

0%
1 2 3 4
Q.4- Customers need?

No. Minimum cost Proper Very low side

medicine effect label
1. 50% 95% 90%
2. 40% 80% 99%
3. 30% 85% 95%

120%

99%
100%

80%
80%

60%

40%
40%

20%

0%
Minimum cost Proper medicine Very low side effect
label

Findings:-
 Researcher has done a research in the market and finds some views. According to researcher
at the time of launching.

Ranbaxy is the India’s largest pharmaceutically company and it’s a global company. Though it is
growing faster but still customers are not aware of this company.

 Banners are the right way of marketing of the Ranbaxy Company.

 The company is trying to interact with customers in every mode of communication.

 Company is doing various activities.

Suggestions:
 Company should adopt the television media for advertisement to attract more
customers.

 Salesman at the outlet should be properly trained.

 Company should concentrate on hording media.

 Company should recruit more technical persons so that they can understand
customers problem regarding product at the same time.

 Company should follow the pricing factors.

 Product quality and facility will be proper.

 Company should follow the target market and marketing strategy.

Web Sites:

WWW.RANBAXY.COM
  Annexure:-

Questionnaire:

Name of Customers:

Address of customers:

Age: Sex: M/F.

Q.1:- Have you heard about Ranbaxy?

a) Yes b) No

Q.2:- How do hear about Ranbaxy?

a) Doctor b) Television c) Others

Q.3:- Have you bought any product?

a) Yes b) No

Q.4:- Are you satisfied with products?

a) Yes b) No

Q.5:- What types of product you want?

A) Proper and low side effect label. b) Proper medicine.