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A study to analyze various marketing strategies used by Generic companies in Amravati region
CHAPTER 1
INTRODUCTION
1.1 MEANING OF GENERIC
A generic drug (generic drugs, short: generics) is a drug defined as "a drug product
that is comparable to brand/reference listed drug product in dosage form, strength,
route of administration, quality and performance characteristics, and intended use." It
has also been defined as a term referring to any drug marketed under its chemical
name without advertising. Although they may not be associated with a particular
company, generic drugs are subject to the regulations of the governments of countries
where they are dispensed. Generic drugs are labeled with the name of the
manufacturer and the adopted name (nonproprietary name) of the drug.
A generic drug must contain the same active ingredients as the original formulation.
According to the U.S. Food and Drug Administration (FDA), generic drugs are
identical or within an acceptable bioequivalent range to the brand-name counterpart
with respect to pharmacokinetic and pharmacodynamic properties. By extension,
therefore, generics are considered (by the FDA) identical in dose, strength, route of
administration, safety, efficacy, and intended use. The FDA's use of the word
"identical" is very much a legal interpretation, and is not literal. In most cases, generic
products are available once the patent protections afforded to the original developer
have expired. When generic products become available, the market competition often
leads to substantially lower prices for both the original brand name product and the
generic forms. The time it takes a generic drug to appear on the market varies. In most
countries of the world, patents give 20 years of protection. However, many
countries/regions, e.g. the European Union and the USA may grant up to 5 years of
additional protection for drugs ("patent term restoration").
Prescriptions may be issued for drugs specifying only the chemical name, rather than
a manufacturer's name; such a prescription can be filled with a drug of any brand
meeting the specification. For example, a prescription for lansoprazole can be filled
with generic lansoprazole, Prevacid, Helicid, Zoton, Inhibitol, or Monolitum.
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A generic drug of biological type (e.g. monoclonal antibodies), is different to
chemical drugs because of its biological nature and it is regulated under extended set
of rules for it; see Biosimilars.
1.2 MARKETING AND PRODUCTION STRATEGY
The researchers discuss how Abbott's successful market dominance can be attributed
to 2 factors. The first is the sequential launch of branded reformulations that differed
subtly in dose and used only bioequivalence data in their new drug application (NDA)
to demonstrate that the new dose had the same pharmacological properties as the
original formulation. These reformulated products showed no improvement in
surrogate markers or patient outcomes. The slightly different formulation also made
substitution with older generic formulations impossible.
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The second strategy employed by Abbott, note the study authors, involved taking
advantage of current US Food and Drug Administration (FDA) policy. Once a
generic drug maker filed an abbreviated NDA (ANDA) and challenged a patent used
by Abbott for their branded fenofibrate product, Abbott would respond with a patent
infringement lawsuit. By law, the FDA requires a 30-month delay before the approval
of an ANDA to allow litigation to be resolved. The researchers discuss how Abbott
would then use this time to produce and market their next-generation product before
the generic version of the previous-generation drug could be approved. Lacking the
extensive sales force of major pharmaceutical companies, generic drug makers could
not compete.
Abbott Laboratories has been the target of multiple lawsuits as a result of this
marketing strategy. A class action suit on behalf of all pharmacies and wholesalers
that purchased branded fenofibrate products was filed in 2005 by the Louisiana
Wholesale Drug Company, and various patients and states have also filed antitrust
lawsuits against Abbott. All of these lawsuits were ultimately settled out of court and
cost Abbott $300 million, a figure that amounts to less than 4% of total sales to date
of their fibrate franchise, according to Downing and colleagues.
1.3 WHAT MAY PREVENT THIS FROM HAPPENING AGAIN
The study authors suggest changes to policy that may prevent this strategy from being
used by other pharmaceutical companies, reserving market exclusivity for products
that offer true innovations and improvements to patient outcomes. For example, the
FDA can require that pharmaceutical companies settle pending lawsuits concerning
the original drug before seeking NDA approval for the next-generation drug. In
addition, the FDA can require that drug makers market their reformulations under
different brand names in an effort to make the changes more transparent.
Patients and payers can also wield their power as customers to challenge premium
drug costs and negotiate pricing. Although it would require careful consideration of
bioequivalence criteria, modifications to generic substitution statutes would allow
pharmacists to substitute generic medications at bioequivalent doses. The researchers
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note, however, that in addition to possible safety risks, these laws are set by the states
and would require substantial legislative effort.
The researchers also discuss the role of physicians in recommending cost-effective
care and note that physicians should be more proactive in researching changes to
branded drugs, and whether they are superior to less costly generic formulations.
"No one forces prescribers to use brand-name drugs when generic equivalent
alternatives are available," James Foody, MD, chairman of the pharmacy and
therapeutics formulary committee at Northwestern Memorial Hospital in Chicago,
Illinois, who was not involved in the study, told Medscape Medical News. "One
would think that professional ethics oblige clinicians to rely on [evidence-based
medicine] information, rather than to pretend that pharmaceutical marketing agents
are disseminating unbiased information."
Dr. Foody concluded, "Abbott is not the only company to take advantage of
deceptive, yet legal, practices to secure profits. The story emphasizes what should be
obvious: In a free market economy, the primary purpose of all corporations is to
maximize the profits of the shareholders. The question here is: How much
responsibility do we in the healthcare provider community have to protect our
patients' and society's interests in controlling cost?"
"Policy changes, such as permitting generic substitution of bioequivalent formulations
of the same drug at different doses or tweaking the FDA approval process for branded
reformulations, could potentially limit similar approaches in the future," said
Downing. "However, we should remember that several other factors that cannot
readily be shaped by policy, such as clinicians' prescribing habits and payors'
formulary structure, played an important role in maintaining demand for branded
fenofibrate."
Downing is supported by the Richard A. Moggio, MD, Student Research Fellowship,
Yale University. One coauthor receives support from the National Institute on Aging
and the American Federation for Aging Research through the Paul B. Beeson Career
Development Award Program. One coauthor is supported by the College of Pharmacy
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of Western University of Health Sciences. One coauthor is supported by the National
Heart, Lung, and Blood Institute. One coauthor serves on a scientific advisory board
for FAIR Health Inc and is a recipient of a research grant from Medtronic Inc through
Yale University. One coauthor chairs a cardiac scientific advisory board for
UnitedHealth Group and is a recipient of a research grant from Medtronic Inc through
Yale University. Dr. Foody has disclosed no relevant financial relationships.
1.4 BRANDED GENERIC:
A Branded Generic is simply a drug that is bioequivalent to the original
product, but is now marketed under another company's brand name. Branded generics
are an attractive business for Valeant’s Emerging Markets operations as they enjoy
low research and development costs and sustainable sales in that have already faced
the patent expiry of traditional pharmaceutical compounds. Our portfolio for this
business includes products we have internally developed, products we have licensed,
and products we distribute for third parties. Our branded generics cover a broad range
of treatments including antibiotics, antifungal medications, and diabetic therapies
among many others.
Our Emerging Markets operations are currently located certain countries in
Central and Eastern Europe, Latin America, Southeast Asia and South Africa.
Because consumers in these Emerging Markets often pay out-of-pocket for medicine
and cannot afford the expensive brands, we provide high-equality and affordable
medicines to the growing demand. As spending on health care in these countries
continues to rise in line with their economic growth, we expect the opportunity for
Valeant to broaden our market share will also continue to increase.
1.5 GENERIC VS BRANDED GENERIC
Generic drugs are copies of brand-name drugs that have exactly the same
dosage, intended use, effects, side effects, route of administration, risks, safety, and
strength as the original drug. In other words, their pharmacological effects are exactly
the same as those of their brand-name counterparts.
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A study to analyze various marketing strategies used by Generic companies in Amravati region
An example of a generic drug, one used for diabetes, is metformin. A brand name for
metformin is Glucophage. (Brand names are usually capitalized while generic names
are not.) A generic drug, one used for hypertension, is metoprolol, whereas a brand
name for the same drug is Lopressor.
Many people become concerned because generic drugs are often substantially
cheaper than the brand-name versions. They wonder if the quality and effectiveness
have been compromised to make the less expensive products. The FDA (U.S. Food
and Drug Administration) requires that generic drugs be as safe and effective as
brand-name drugs.
Actually, generic drugs are only cheaper because the manufacturers have not
had the expenses of developing and marketing a new drug. When a company brings a
new drug onto the market, the firm has already spent substantial money on research,
development, marketing and promotion of the drug. A patent is granted that gives the
company that developed the drug an exclusive right to sell the drug as long as the
patent is in effect.
As the patent nears expiration, manufacturers can apply to the FDA for
permission to make and sell generic versions of the drug; and without the startup costs
for development of the drug, other companies can afford to make and sell it more
cheaply. When multiple companies begin producing and selling a drug, the
competition among them can also drive the price down even further.
So there's no truth in the myths that generic drugs are manufactured in poorer-
quality facilities or are inferior in quality to brand-name drugs. The FDA applies the
same standards for all drug manufacturing facilities, and many companies
manufacture both brand-name and generic drugs. In fact, the FDA estimates that 50%
of generic drug production is by brand-name companies.
Another common misbelief is that generic drugs take longer to work. The
FDA requires that generic drugs work as fast and as effectively as the original brand-
name products.
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Sometimes, generic versions of a drug have different colors, flavors, or
combinations of inactive ingredients than the original medications. Trademark laws in
the United States do not allow the generic drugs to look exactly like the brand-name
preparation, but the active ingredients must be the same in both preparations, ensuring
that both have the same medicinal effects.
1.6 COMPANIES
Branded Generic:
GSK-
Established in the year 1924 in India GlaxoSmithKline Pharmaceuticals Ltd.
(GSK Rx India) is one of the oldest pharmaceuticals company. At GSK, our mission
is to improve the quality of life by enabling people to do more, feel better and live
longer. This mission drives us to make a real difference to the lives of millions of
people with our commitment to effective healthcare solutions.
We undertake our quest of improving the quality of human life with
enthusiasm and vigour. Our vision for the future is powered by our business drivers. It
finds purpose and direction with our strategic intent. It is guided by our corporate
culture that places people and capabilities as the pivot that changes and transforms
situations
IPCA-
For more than 60 years, Ipca has been partnering healthcare globally in over
110 countries and in markets as diverse as Africa, Asia, Australia, Europe and the US.
Ipca is a fully-integrated Indian pharmaceutical company manufacturing over
350 formulations and 80 APIs for various therapeutic segments.
We are one of the world's largest manufacturers and suppliers of over a dozen
APIs. These are produced right from the basic stage at manufacturing facilities
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endorsed by the world's most discerning drug regulatory authorities like US-FDA,
UK-MHRA, EDQM-Europe, WHO-Geneva and many more.
Ipca is a therapy leader in India for anti-malarials with a market-share of over
34% with a fast expanding presence in the international market as well. We also lead
in DMARDs (Disease Modifying Anti-Rheumatic Drugs) treatment for rheumatoid
arthritis. We have leading brands in 5 therapeutic areas, with 4 of our branded
formulations being ranked among the Top-300 Indian brands by ORG-IMS.
Our international client roster includes global pharmaceutical giants like
AstraZeneca, GlaxoSmithKline, Merck, Roche and Sanofi Aventis; most of whom we
have been partnering over the years.
At Ipca, quality assurance is an attitude of seeking sustainable betterment in
every aspect of our work. The results show in our financials as well as work ethic. Net
income for the financial year ended 31st March 2013 was Rs. 2,797.08 Crores (US$
513 Mn). Net profit was Rs. 331.39 Crores (US$ 61 Mn).
What's more, Ipca was awarded as 'Among the 100 Best Companies to Work
in India 2010' in a study conducted by Great Place to Work® - India in joint
collaboration with The Economic Times.
Generic Company
Alchemy labs-
In a marketplace crowded with "vanilla" products and brands, we believe crafting
perfectly executed and unique experiences is critical. We live and breath product,
sweat every detail and believe in advancing “quality of life” through everything we
do.
With over 2 decades of international product design experience, Alchemy Labs
combines industrial design, production engineering, and brand strategy expertise with
originality, craftsmanship, and attention to detail to produce innovative designs that
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have sold millions. We have a track record creating Intellectual Property for more
than half our clients, and enjoyed every minute of it all the way.
We are a Product Development Company, taking designs from concept into
production flawlessly, transforming ideas into reality.
Check out our parent company UX-FLO in Amsterdam, specializing in Experience
Design. Plus Gray's blog: grayholland.com
Wings Pharma-
Ever since our inception in the year 1987, we have always focused on rendering
quality pharmaceutical products to our ever increasing client base. We are noted
Manufacturer, Exporter and Supplier of Personal Care Products, Natural Personal
Care Products, Personal Skin Care Products, Pharmaceutical Products in the
industry. Our range of products include DICLOWIN PLUS, ORA SORE GEL,
VITAL FIT CAPSULES, BOLDMAN RED, CLEENHANDS, WINGS
PASTEURISED HONEY, KUFMA-EX, WINCEDYL, WINGSCOOL ME,
LARLA CANDY MIX and many more. Our continuous growth over the years can
be in the main, attributable to our expert Distribution, Manpower, Manufacturing,
Marketing, Quality and Sales team. Their vigorous work to set a long and clear path
in future has made us excel in the industry.
Business Type Manufacturer, Exporter and Supplier
Primary Competitive
Advantages
Rich business experienced
Timely delivery schedule
Supreme product quality
Industry leading prices
No of Staff 1000
Year of Establishment 1987
OEM Service Provided No
Product Range
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CHAPTER 2
REVIEW OF LITERATURE
LITERATURE REVIEW:
1. Journal Name: The concept of: Generic drugs and patented drugs vs. brand name
drugs and non-proprietary (generic) name drugs
Volume number 2 (4)
Edition- 32
Page number- 171
Author name- Karan B. Thakkar and Gauri Billa
Abstract
Time and again the importance of generic prescribing has been emphasized, primarily
to reduce the cost of drugs (Mukherjee, 2013). There are two concepts to be
understood here, one is generic vs. patented drugs and the other is a drug's “brand
name” vs. “non-proprietary name” or “generic name.” Although, our article primarily
describes the Indian scenario, it can be extrapolated to other countries also.
Non-proprietary name is the name for the active ingredient in the medicine that is
decided by an expert committee and is understood internationally (WHO, 2013a).
Thus, paracetamol/acetaminophen is the non-proprietary name (generic name) while
Crocin/Metacin/Meftal/Tylenol etc. are brand names.
It is a well-known fact that generic drugs are “drugs that are usually intended to be
interchangeable with an innovator product that is manufactured without a license from
the innovator company and marketed after the expiry date of the patent or other
exclusive rights” (WHO, 2013b). Bioequivalence is a sine qua non to generic drugs.
Good quality bioequivalence studies will help to ensure safety, efficacy, and potency
of a generic drug. When it is said that doctors should prescribe generic drugs, it means
that they should prescribe drugs manufactured by other companies after expiry of
patent of parent drug of the innovator company. Very often, generic prescribing is
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misconceived as prescribing by a drug's generic name or non-proprietary name. All
generic drugs have a brand name as well as a non-proprietary name but all drugs
having a non-proprietary name (generic name) may not be generic drugs.
2. Journal Name: Generic vs. brand-name medications: Why the patented drug debate
is about more than simply cutting costs
Volume number 18
Edition- 3
Page number- 257-274
Author name- Dr. James Aw
Abstract-
“Claude” is a 45-year-old patient with high cholesterol. Years ago, I wrote him
a prescription for a popular brand-name cholesterol-lowering statin. He was on it for
years, and then, one day, his pharmacist inquired: Did he mind going on the lower-
priced generic equivalent? Claude agreed. But his next visit with me turned up a
troubling test result: His cholesterol levels were elevated again. Here, I faced a
dilemma: Claude wanted to return to the brand-name drug. What to do?
3. Journal Name: Generics and Biosimilars Initiative Journal
Volume number 3
Edition- 1
Page number- 9-15
Author name- Christoph Baumgärtel, MD
Abstract-
any generic drugs are now being prescribed and the trend is increasing. For example,
in Austria, the number of all generics prescriptions has more than doubled from 11% in 2000
to 23% in 2010. However, many myths and questions about generic drugs remain and
information may be difficult to come by. It is therefore not surprising, as we have discovered
in recent years, that even physicians and pharmacists are not always fully up to date in their
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understanding of generic drugs. Some of their questions centre on issues such as: are generic
drugs really as good as the original; are we really dealing with an adequately tested, high
quality medicinal product.
Today, generic drugs present an equally well-tolerated and efficacious alternative to
established medicinal products, which contain well-known, rigorously tested active
ingredients. An established originator product undergoes expensive and protracted
development (up to 15 years) with inherently high preclinical and clinical research
costs in order to be given market approval. The development of generic drugs, on the
other hand, is relatively quick and inexpensive, which allows generic drugs to be sold
at a distinctly cheaper price. This is due to the waiving of new preclinical and clinical
studies, aside from some bioequivalence studies. Their lower price however should
not be equated with ‘cheap quality’. In fact, generic medicines undergo the same strict
scrutiny by the European or national medicines authorities as reference products.
At AGES PharmMed, the Austrian competent authority for marketing authorisation of
human medicinal products, generic drugs are subjected to detailed assessment, during
which the safety profile and efficacy data of the active substances, as well as the proof
of bioequivalence, are thoroughly examined. This is also the case for all other national
competent authorities of the EU and EMA. The Austrian Federal Office for Safety in
Healthcare issues a marketing authorisation only if all legal and scientific
requirements are fulfilled. This marketing authorisation validates the safety, efficacy,
and quality of a generic drug.
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CHAPTER 3
RESEARCH METHODOLOGY
3.1 IDENTIFICATION OF RESEARCH PROBLEM
In India most of the people are below poverty line and they can’t afford the cost of
the drugs which had been manufactured by branded companies .Generic
companies provide same formulation of the drug at the lowest cost .Companies
who are manufacturing drugs can be made available to consumer if they can
understand the reference between price differentiation in branded and generic lots
of money is getting invested into the advertising in branding and other marketing
strategy where as so I decided to study research problem associated with
“Comparison between Generic and Branded Generic Pharma Business In
Amravati”
3.2 STATEMENT OF HYPOTHESIS
H1: Because of the generic products not having the brand of any particular
company people doesn’t test it more.
H2: In the Amravati city there is some stores generic product having good
demand whether it is non branded.
3.3 OBJECTIVE OF STUDY
To spread the awareness about the requirements of generic product.
To visit the stores for their further requirements & take the feedback about
performance of generic.
To visit the customer for their further requirements & take the feedback
about marketing of the generic drugs.
To study the marketing strategy which is used by the generic company.
To understand the different types of marketing strategy which can help for
increasing the sale of product.
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3.4 SCOPE OF THE STUDY
The scope of generic and Branded genric companies study is limited for Amravati
city. In medicine line generic product having good demand and most of the
people aware about it. And Branded generic product less demand and
unawareness is more.
3.5 RESEARCH METHODOLOGY
Research methodology is research techniques or methods. Research is the
systematic method of collection recording facts in the form of numerical data
relevant to the formulating at a problem & arriving at a certain conclusion over the
problem base on the collected data. Research may be defined as a me5hod or
techniques of studying problems whose solution are to be derived partly or wholly
from facts, developed new scientific tools, concepts and theories which would
facilitate reliable and veiled study of human behavior. As such as the term
“research” refers to the systematic method consisting of enunciation the problem
formulating data, analysis collecting the fact and reaching of solution towards t6he
concerned problem or in certain generalization for some theoretical formulating.
“Research is a systematic method of colleting, recording facts, tabulating and
analyzing the fact in the form of objective set as through conclusion over the
problem based on the collected data.”
The essential purpose of research is to provide information which will facilitate
the identification of an opportunity or problem situation and to assist in arriving at
the best possible decision when such situation is encountered. To define the
problem is the first step in research process followed by determining the
information needed and sources of data securing information, data analysis and
interpretation and finally preparing the research report.
3.6 RESEARCH DESIGN
A research design is a systematic plan to study a scientific problem. The design
of a study defines the study type (descriptive, correlation, semi-experimental,
experimental, review, meta-analytic) and sub-type research
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question, hypotheses, independent and dependent variables, experimental design,
and, if applicable, data collection methods and a statistical analysis plan.
Exploratory research seeks to develop initial hunches or insights and to provide
direction for any further research needed. The primary purpose of exploratory
research is to shed light on the nature of the situation and identify any specific
objectives or data needs to be addressed through additional research .exploratory
research is most useful when a decision maker wishes to better understand a
situation and /or identify decision alternatives.
3.7 DATA SOURCES
Primary Data
Secondary Data
There are many method of data collection according to the nature and type of
research. I have used the following data for the research purpose.
My research is only on the basis of both data.
Primary Data:
Questionnaire
Secondary data:
Management generals
Annual report
Research paper
Internet
Sample Design
Generic companies of Amravati city & their marketing strategy is the sample
design.
Sample Size
For these study 100 respondents has taken as a sample size (including chemist,
owner and worker of medical store)
Sampling Technique
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Simple random method is used.
3.8 LIMITATIONS
The research is limited to the Amravati city only.
The lack of information source for data analysis part.
Time and Money are critical factors limiting this study.
The data provided by the prospects may not be 100% accurate. As
they too have their limitations.
CHAPTER 4
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DATA ANALYSIS AND INTERPRETATION
1) Age wise distribution of respondents.
Table No.4.1
Sr. No Age Group No. of respondent Percentage (%)
1 18-25 Years 25 25%
2 25-40 Years 30 30%
3 40-60 Years 30 30%
4 60 & Above 15 15%
Total 100 100%
Graph no: 4.1
(Source: Primary Data)
Interpretation: It is observed from the above table and graph that 25% of
respondents were in 18-25 years, 30% respondents were in 25-40 age groups,
30% respondents were in 40-60 years age groups and 15% respondents were
in 60 & above age group.
2) Educational Qualification wise distribution.
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25%
30%
30%
15%
Age Wise Distribution of Respondents
18-25 Years 25-40 Years 40-60 Years 60 & Above
A study to analyze various marketing strategies used by Generic companies in Amravati region
Table No.4.2
Sr.No EducationNo. of
respondent
Percen
tage (%)
1 B.Sc /M.sc 28 28%
2 B.pharm / D. pharm 40 40%
3 M. pharm 20 20%
4 Other 12 12%
Total 100 100%
Graph No: 4.2
(Source: Primary Data)
Interpretation: The above table and graph shows that 28% respondents
having education upto B.Sc / M.Sc, 40% respondent having education upto
B. pharm / D. pharm 20% respondents having education D. Pharm and 12%
respondents having education in Other.
3) Are you aware about the generic product?
Table No.4.3
H. V. P. Mandal’s College of Engineering & Technology, Amravati Page 18
B.Sc/ M.Sc B. Pharm D.pharm M. pharm Other 0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
28%
40%
20%12%
Qualification of Respondents
A study to analyze various marketing strategies used by Generic companies in Amravati region
Sr.
No
Generic
Product
No. of
respondent
Percentage
(%)
1 Yes 100 100%
2 No 00 00%
Total 100 100%
Graph No: 4.3
(Source: Primary Data)
Interpretation: From the above table and graph it is analysis that all medical
wholesaler and retailer of Amravati city are aware about generic company and
their products.
4) Do you provide generic product to customer?
Table No.4.4
H. V. P. Mandal’s College of Engineering & Technology, Amravati Page 19
yes no0%
20%
40%
60%
80%
100%
120%
100%
0%
Awareness of Generic Product
A study to analyze various marketing strategies used by Generic companies in Amravati region
Sr.
No
Provide
Generic Product to
Customer
No. of
respondent
Percentage
(%)
1 Yes 90 90%
2 No 10 10%
Total 100 100%
Graph No: 4.4
(Source: Primary Data)
Interpretation: From the above table and graph it is observed that 90%
respondents answered they provide generic product, to customer and 10%
respondents does not sale generic companies product.
5) Why do you provide generic product to customer?
Table No.4.5
H. V. P. Mandal’s College of Engineering & Technology, Amravati Page 20
Yes No 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
90%
10%
Sellling of Generic Product to Customer
A study to analyze various marketing strategies used by Generic companies in Amravati region
Sr.
No
Generic
Product to
Customer
No. of
respondent
Percentage
(%)
1 Low Investment
required
26 28.28%
2 Greater profit of
margin
34 37.77%
3 Good Result 27 30%
4 Other 3 3.33%
Total 90 100%
Graph No: 4.5
(Source: Primary Data)
Interpretation: From the above table and graph it is observed that 28%
respondents answered they prefer generic product because it is it is low
investment required , 38% respondents answered because of Greater Profit of
Margin , 30% respondents answered because of Good Result and 3%
respondents answered Other.
6) Is Generic product are easily available?
Table No.4.6
H. V. P. Mandal’s College of Engineering & Technology, Amravati Page 21
Low Investment required
Greater profit of margion
Good Result Other 0%
5%
10%
15%
20%
25%
30%
35%
40%
28%
38%
30%
3%
Reasons for selling generic product
A study to analyze various marketing strategies used by Generic companies in Amravati region
Sr.
No
Easily
Available
No. of respondent Percentage
(%)
1 Yes 85 85%
2 No 15 15%
Total 100 100%
Graph No: 4.6
(Source: Primary Data)
Interpretation: From the above chart it is find that 85% respondents answered
Yes generic product are easily available in the market and 15% respondents
answered No.
7) How do you rate quality of generic product?
Table No.4.7
H. V. P. Mandal’s College of Engineering & Technology, Amravati Page 22
Yes No 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
85%
15%
Availability of Generic Product
A study to analyze various marketing strategies used by Generic companies in Amravati region
Graph No .4.7
(Source: Primary Data)
Interpretation: From the above table and graph it is clear that maximum 35%
respondents rate Excellent to the quality of generic product, 20% respondents
rate Average , 20% respondents rate Good , 15% respondents rate Poor and
10% respondents very poor.
8) How do you come to know about generic product?
Table No.4.8
Sr. Know about No. of Percentage
H. V. P. Mandal’s College of Engineering & Technology, Amravati Page 23
Excellent Good Average Poor Very poor0%
5%
10%
15%
20%
25%
30%
35%
40%
35%
20% 20%15%
10%
Quality of Generic Product
S
r. No
Quality of
Generic Product
No. of respondent Percentage
(%)
1 Excellent 35 35%
2 Good 20 20%
3 Average 20 20%
4 Poor 15 15%
5 Very Poor 10 10%
Total 100 100%
A study to analyze various marketing strategies used by Generic companies in Amravati region
No generic product respondent (%)
1 Electronic Media 35 35%
2 Medical
Representative
25 25%
3 Print Media 16 16%
4 Member of
Association
14 14%
5 Others 10 10%
Total 100 100%
Graph No .4.8
(Source: Primary Data)
Interpretation: It is clear from the above table and graph that maximum 35%
respondents answered they came to know about generic product from
Electronic Media, 25% respondents answered from Medical representative,
16% respondents answered from Print Media , 14% respondents answered
from Member of Association and 10% respondents answered from Medical
Agency.
9) Do you think the different marketing strategy making generic brand to seek good position in market?
H. V. P. Mandal’s College of Engineering & Technology, Amravati Page 24
Electronic Media Medical Representative Print Media Member of Association Others 0%
5%
10%
15%
20%
25%
30%
35%
40%
35%
25%
16% 14%10%
Source of Awareness of Generic Companies
A study to analyze various marketing strategies used by Generic companies in Amravati region
Table No.4.9
S
r.
No
Good Position
in Market
No. of respondent Percentag
e (%)
1 Yes 65 65%
2 No 35 35%
Total 100 100%
Graph No: 4.9
(Source: Primary Data)
Interpretation: It is clear from the above table and graph that maximum 65%
respondents think that different marketing strategy making generic brand to
seek position in market and 35% respondents does not presume that above
statement.
10) Which type of promotional strategies you used?
Table No.4.10
H. V. P. Mandal’s College of Engineering & Technology, Amravati Page 25
Yes No0%
10%
20%
30%
40%
50%
60%
70%
65%
35%
Position of generic company by marketing strategy
A study to analyze various marketing strategies used by Generic companies in Amravati region
Sr. No Promotional
Strategies
No. of
respondent
Percentage
(%)
1 Consumer Sales
Promotion
30 30%
2 Trade Sales Promotion 20 20%
3 Promotion for
Salesforce
25 25%
4 Any Other 25 25%
Total 100 100%
Graph No: 4.10
(Source: Primary Data)
Interpretation: It is clear from the above table and graph that maximum 30%
respondents uses consumer sales promotion 20% of respondents user Trade
Sales promotion, 25% respondents user Promotion for Sales force and 25% of
respondents user Any other.
11) Do you used display marketing as promotion activity ?
Table No.4.11
Sr. Promotion Activity No. of Percen
H. V. P. Mandal’s College of Engineering & Technology, Amravati Page 26
Consumer Sales Promotion Trade Sales Promotion Promotion for Salesforce Other0%
5%
10%
15%
20%
25%
30%
35%
30%
20%25% 25%
Promotional Strategies used by generic company
A study to analyze various marketing strategies used by Generic companies in Amravati region
No respondent tage (%)
1 Yes 76 76%
2 No 24 24%
Total 100 100%
Graph No: 4.11
(Source: Primary Data)
Interpretation: It is clear from the above table and graph that maximum 76%
of respondents uses display marketing as promotion activity 24% respondents
does not uses display marketing
12) Do your companies following 4P’s (Product, Price, Promotion, Place)
marketing mix strategies?
Table No.4.12
H. V. P. Mandal’s College of Engineering & Technology, Amravati Page 27
Yes No 0%
10%
20%
30%
40%
50%
60%
70%
80%
76%
24%
Analysis of Display Marketing
A study to analyze various marketing strategies used by Generic companies in Amravati region
Sr.
No
4P’s Marketing Mix
Strategies
No. of
respondent
Percen
tage (%)
1 Yes 77 77%
2 No 23 23%
Total 100 100%
Graph No: 4.12
(Source: Primary Data)
Interpretation: It is clear from the above table and graph that maximum 77%
of respondents uses 4P’s marketing mix strategy and 23% respondents does
not uses 4P’s mix strategy.
13) If yes which are they?
Table No.4.13
H. V. P. Mandal’s College of Engineering & Technology, Amravati Page 28
Yes No 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
77%
23%
Analysis of 4P's Marketing Mix Strategies
A study to analyze various marketing strategies used by Generic companies in Amravati region
Sr.
No
If which are they No. of
respondent
Percen
tage (%)
1 Price Strategy 28 36.36%
2 Product Strategy 34 44.15%
3 Promotion Strategy 14 18.18%
4 Place Strategy 1 1.29%
Total 77 100%
Graph No: 4.13
(Source: Primary Data)
Interpretation: It is clear from the above table and graph that 36.36% of
respondents answered Price Strategy , 44.15% respondents answered
Product Strategy, 18.18% respondents answered Promotion and 1.29%
respondents answered Place Strategy.
14) Do you following these strategies?
Table No.4.14
H. V. P. Mandal’s College of Engineering & Technology, Amravati Page 29
Price Strategy Product Strategy Promotion Strategy Place Strategy 0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
4 p's marketing startegy
A study to analyze various marketing strategies used by Generic companies in Amravati region
Sr.
No
Following Strategies No. of
respondent
Percen
tage (%)
1 Push Strategies 20 20%
2 Pull Strategies 30 30%
3 Market Focus Push Strategy 35 35%
4 Consumer Focus Pull Strategy 15 15%
Total 100 100%
Graph No: 4.14
(Source: Primary Data)
Interpretation: It is clear from the above table and graph that only 20% of
respondents follows Push Strategies , 30% respondents follows Pull Strategies
, 35% respondents follows Market Focus Push Strategy, 15% respondents
follows Consumer Focus Pull Strategy.
15) Do you agree on that marketing is needed for creating the brand
awareness of Product?
H. V. P. Mandal’s College of Engineering & Technology, Amravati Page 30
Push Strategies Pull Strategies Market Focus Push Strategy
Consumer Focus Pull Strategy
0%
5%
10%
15%
20%
25%
30%
35%
40%
20%
30%35%
15%
Strategy Followed
A study to analyze various marketing strategies used by Generic companies in Amravati region
Table No.4.15
Sr.
No
Awareness of Product No. of
respondent
Percen
tage (%)
1 Yes 66 66%
2 No 34 34%
Total 100 100%
Graph No: 4.15
(Source: Primary Data)
Interpretation: It is clear from the above table and graph that maximum 66%
of respondents agree with the statement and 34% respondents does not agree
with the statement.
16) Which type of Offers Company provides for increase the sales?
H. V. P. Mandal’s College of Engineering & Technology, Amravati Page 31
Yes No 0%
10%
20%
30%
40%
50%
60%
70% 66%
34%
Analysis of Brand Awareness of Product
A study to analyze various marketing strategies used by Generic companies in Amravati region
Table No.4.16
Sr.
No
Increase the sales No. of
respondent
Percen
tage (%)
1 Discount 40 40%
2 Gift Vouchers 15 15%
3 Scheme 30 30%
4 Holiday Packages 10 10%
5 Others 05 05%
Total 100 100%
Graph No: 4.16
(Source: Primary Data)
Interpretation: It is clear from the above table and graph that maximum 40%
of respondents uses Discount , 15% respondents uses Gift Vouchers, 30%
respondents uses Schemes, 10% respondents uses Holiday Packages and 05%
respondents uses Others . afters to increase the sales of company.
17) Do you think that effective marketing helps for increase the sales?
Table No.4.17
H. V. P. Mandal’s College of Engineering & Technology, Amravati Page 32
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
40%
15%
30%
10%5%
Offers to increase sale
A study to analyze various marketing strategies used by Generic companies in Amravati region
Sr.
No
Effective Marketing No. of
respondent
Percen
tage (%)
1 Yes 72 72%
2 No 28 28%
Total 100 100%
Graph No: 4.17
(Source: Primary Data)
Interpretation: It is clear from the above table and graph that maximum 72%
of respondents things that effective marketing helps for increase the sales and
28% respondents does not presume about the statement.
18) Do you think that the direct sales of generic product is more effective
for increasing the productivity?
Table No.4.18
H. V. P. Mandal’s College of Engineering & Technology, Amravati Page 33
yes No 0%
10%
20%
30%
40%
50%
60%
70%
80%
72%
28%
Increase the Sale By Effective Marketing
A study to analyze various marketing strategies used by Generic companies in Amravati region
Sr.
No
Increase Productivity No. of
respondent
Percen
tage (%)
1 Yes 73 73%
2 No 27 27%
Total 100 100%
Graph No: 4.18
(Source: Primary Data)
Interpretation: It is clear from the above table and graph that maximum 73%
of respondents thing that direct sales of generic product is more effective to
increase productivity and 27% respondents does not things so.
19) Does generic company provide sufficient profit of margin to stockiest?
Table No.4.19
H. V. P. Mandal’s College of Engineering & Technology, Amravati Page 34
Yes No 0%
10%
20%
30%
40%
50%
60%
70%
80%
73%
27%
Analysis of Direct Sale to Increase Productivity
A study to analyze various marketing strategies used by Generic companies in Amravati region
Sr.
No
Requirement of Stockiest No. of
respondent
Percen
tage (%)
1 Yes 69 69%
2 No 31 31%
Total 100 100%
Graph No: 4.19
(Source: Primary Data)
Interpretation: It is clear from the above table and graph that maximum 69%
of respondents presumes that profit of margin for stockiest are sufficient and
rest 31% respondents does not think so.
20) Does generic company provide sufficient profit of margin to retailer?
Table No.4.20
H. V. P. Mandal’s College of Engineering & Technology, Amravati Page 35
Yes No 0%
10%
20%
30%
40%
50%
60%
70%
80%
69%
31%
Sufficient Profit of Margin to Stockiest
A study to analyze various marketing strategies used by Generic companies in Amravati region
Sr.
No
Requirement of Retailer No. of
respondent
Percen
tage (%)
1 Yes 83 83%
2 No 17 17%
Total 100 100%
Graph No: 4.20
(Source: Primary Data)
Interpretation: It is clear from the above table and graph that maximum 83%
of respondents presumes that profit of margin for retailer are sufficient and
rest 17% respondents does not think so.
21) Are you satisfied with the marketing strategy of Generic product?
Table No.4.21
H. V. P. Mandal’s College of Engineering & Technology, Amravati Page 36
Yes No 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%83%
17%
Sufficient Profit of Margin to retailer
A study to analyze various marketing strategies used by Generic companies in Amravati region
Sr.
No
Marketing Strategy No. of
respondent
Percen
tage (%)
1 Yes 66 66%
2 No 34 34%
Total 100 100%
Graph No: 4.21
(Source: Primary Data)
Interpretation: It is clear from the above table and graph that maximum 66%
of respondents are satisfied from the marketing strategy of companies of
generic product and 34% respondents things that need some improvement is
marketing strategy.
22) Are you satisfied about the sales & result of generic product? Table No.4.22
H. V. P. Mandal’s College of Engineering & Technology, Amravati Page 37
Yes No 0%
10%
20%
30%
40%
50%
60%
70% 66%
34%
Satisfaction with Marketing Strategy
A study to analyze various marketing strategies used by Generic companies in Amravati region
Sr.
No
Sales and
Result
No. of
respondent
Percentage
(%)
1 Yes 65 65%
2 No 35 35%
Total 100 100%
Graph No: 4.22
(Source: Primary Data)
Interpretation: It is clear from the above table and graph that maximum 65%
respondents said they are satisfied from the sales and result of generic
product and 35% respondents said they are not satisfied by sales and result.
CHAPTER 5
FINDINGS, CONCLUSIONS AND SUGGESTIONS
H. V. P. Mandal’s College of Engineering & Technology, Amravati Page 38
Yes No 0%
10%
20%
30%
40%
50%
60%
70%
65%
35%
Analysis of Sales and Result
A study to analyze various marketing strategies used by Generic companies in Amravati region
FINDINGS
It is find out from the research that most of the respondents are in the
age group of 30 to 39 years so it means that in medical field most of
the middle age people are involve.
It is find out from the research that most of the respondents are aware
about generic product but some respondents don’t aware about generic
product so company has to focus on advertisement of product.
It is found out from the research that most of the respondents prefer
generic product because it is Cheaper, Profit of Margin and Result.
It is clear that generic product are easily available in the market its
excellent in the quality & result, generic product is cheaper than other
branded tablet and product of medicine.
Most of the respondent came to know about generic product from
Advertisement and Medical Representative and some came to know
from Medical Agency.
It is clear that respondents are satisfied from the sales and result of
generic product and they have not found any problem in generic
product.
Marketing strategy is very effective for making brand of the product,
most of the respondent place their order once a week and Monthly.
Company also provide to respondents discount facility on cash
purchasing and respondents are satisfied from the marketing strategy
of generic product but some respondents feel its need some
improvement in marketing strategy of generic product.
H. V. P. Mandal’s College of Engineering & Technology, Amravati Page 39
A study to analyze various marketing strategies used by Generic companies in Amravati region
It is found out that generic company provide discount offer to their
retailers.
It is clear that marketing strategy of generic product is effective and
respondents are satisfied from marketing strategy of generic product.
It is clear that from the research that generic product are easily
available at the medicines stores but generic product are unbranded
product so may be this reason is affect for less awareness about the
generic product among the customers.
It is observed that profit margin on generic product is high than
branded product, that’s why stockiest provide generic product to
customer.
It is find out that different marketing strategy making generic brand to
seek good position in market and effective marketing strategy is the
reason of increasing the sales of generic product.
CONLUSIONS
H. V. P. Mandal’s College of Engineering & Technology, Amravati Page 40
A study to analyze various marketing strategies used by Generic companies in Amravati region
It is concluded from the study that company representatives act good and
they have Good Communication and representative represent Good Product
Knowledge, they also share Strategies of Company.
It is concluded from the study that respondents rate to generic product 10
out of 10, some respondent’s rate 08, 06 and 04 out of 10.
It is concluded from the study that marketing is very important for
increasing the sales of product. Marketing take very important role for
increase the productivity of product, hence company always try to make the
effective strategy for the marketing of the product.
It is concluded from the study that marketing is needed for creating the
brand awareness of product because of the advertisement people get more
awareness about the product and effective advertisement create positive
image of the product on the consumer mind so company gives priority to
the advertisement and marketing of the product.
It is concluded from the study that representative of companies are very
good in communication they talk scientifically and they have good product
knowledge.
It is conclude from the study that marketing of the products is good in
urban market as not in rural market
Also the study gives the conclusion that all generic product are also fallow
the rules and regulations of the FDA(food and drug administration)
It is conclude from the study that margin of the profit is nice in generic
product as compared to the Branded.
Branding, packaging and sales promotion of the generic companies is good
as found in the study.
It is conclude from the study that the market potential is very big and there
is lots of opportunity for the new players as good for the old leaders.
SUGGESTIONS
H. V. P. Mandal’s College of Engineering & Technology, Amravati Page 41
A study to analyze various marketing strategies used by Generic companies in Amravati region
Company should focus on different types of schemes for chemist and doctors
& provide them discount facility which will help to increase the sales of tablet.
It is suggested that in market there are different types of brand available in the
market so company should try to highlight the product in regular manner and
give the proper training to medical representative for promoting the product.
Marketing is the finest way to popular the product, so company should focus
on marketing and advertisement of the product.
For better result Banner & Poster can be helpful in promoting the product so it
can be used for making brand awareness.
Quality of the product should be good as it deals with the life of the consumer.
More and more companies should come to manufacture the products so that a
poor consumer can buy it easily.
Pricing strategy should be made good for all distribution channels.
Marketing sales force should do more marketing so that the movement of the
product will be good into the market.
Marketing in Rural area should be done good as most of our Indian population
lived in rural areas.
Generic company should focus on promotional activities for increase the sales
of generic product.
H. V. P. Mandal’s College of Engineering & Technology, Amravati Page 42