CHAPTER 1

INTRODUCTION

MARKET POTENTIAL

DEFINITION

Market potential analysis services from Mapping Analytics help us to know

the economic opportunity available to us in any geographic market. Whether we sell to
consumers, to businesses, or both, market sizing provides intelligence we need to deploy
sales and marketing resources effectively.

ANALYZING POTENTIAL CUSTOMER BASE

The firm need to determine the size and demographic characteristics of their
potential consumers. Important information to obtain includes the population size of their
target market, their product preferences, and their median annual household income. This
will tell us the number of potential customers and whether they can actually afford the
product.

They can assess their product's potential customer base by analyzing

secondary data, or data that already exists. They may also decide to collect primary
data, which is data we collect specifically to analyze the market potential of a product.
Typical means of collecting primary data include telephone surveys using a random
sample of households drawn that we believe match our target market.

STRATEGIES ADOPTED BY THE FIRM TO MEASURE MARKET

POTENTIAL

The firm that they identify the oppourtunities and then they relate the
oppourtunity to a customer. Then they communicate with the customers.

Then they follow up the strategy to keep updation in the market as market is
a dynamic place. Dynamic place is the place where things change in a minute thus it is a
ongoing process.

1
METHODS TO PERFORM MARKET POTENTIAL

There are no shortage of uses for market potential estimates.

Deciding whether to enter a new market. Then the firm should determine markets with
the greatest potential for the sales force.

Then Determining the number of salesmen, reps, or distributors needed to

adequately cover an area. Then identifying boundaries for sales territories. Thus
establishing quotas for the sales force. After checking the sales force then they will check
the effectiveness of the sales force. It will help to decide whether to invest in a new
product. Then use in a business or turnaround plan. Then determine the share of market.
Finally use in a growth plan.

REASONS FOR ANALYSING MARKET POTENTIAL

The reason we should analyse the market potential is that market is the
place where the data will be changing in a minute. Thus the needs of the customer will
also be changing thus we should identify their needs and satisfy their wants. It is used by
market potential.

Market is a Dynamic place where the things change in a minute so we

should analyse it and communicate with the customers.

BENEFITS OF MARKET POTENTIAL

The firm will identify the oppourtunity that is used to relate that
oppourtunity to the customer. By identifying they will communicate with them and gather
information whether they are using that product frequently, and whether they are satisfied
with the product. And they came to know only by follow up the customer.

2
 CHAPTER 2
INDUSTRY PROFILE

Products are distributed through 600 wholesale dealers and

are now available in over 20000 retail medical shops across the country. Thus the
company meets 48000 doctors every month.

We have a factory in siruseri employing 5 manufacturing

chemist, analytical lab. We also manufacture at 3 other contract manufacturing locations.

Some other product we markets are follows

ARG - 9 is an essential amino acid used by the endothelial cells to produce Nitric
Oxide and keep the arteries dilated. In hypertension and renal diseases, the arteries are
constricted leading to poor blood and oxygen supply to the myocardium. Anti-
hypertensives try to reduce vasoconstriction but lose their effectiveness gradually leading
to refraction.

The only vasodilator which can restore endothelial function is L-arginine. L-arginine is
converted to vasodilating nitric oxide restoring endothelial function, inhibiting the
progress of atherosclerosis and preventing the progress of cardiovascular diseases. By the
same mechanism L-arginine (ARG 9) increases glomerular filtration rate and renal
plasma flow in renal discoveries, improves intra uterine blood flow and arrests
preeclampsia.

EZLAX

Many laxatives are used to treat constipation but all of them carry side effect
burden like bloating, cramping, rectal irritation. Some of them can even damage
myenteric plexus and intestinal neurons. Ezlax is the safest and most effective laxative
which contains MACRAGOL 4000 (PEG 4000), the largest used laxative in the world.

3
Ezlax is osmotically active, therefore ideal for patients on diuretics. Since Ezlax
evacuates without straining it is most suitable for pregnant women, post surgery, cardiac
patients, children and the elderly. Ezlax is not absorbed and has no systemic effects.
Available as convenient unidose sachets.

GNorm

It contains an yeast, Saccharomyces boulardii which restores normal

microflora and intestinal functions. The product is approved world over for treating
diarrhoeal diseases of all types including antibiotic associated and cholera. It has proven
effectiveness in Irritable Bowel Syndrome. GNorm is not absorbed and cleans from the
intestine within 48-72 hours after ingestion.

Fenu G

It is a soluble fibre from FENUGREEK, debitterised , deodorized and

containing the galactomannan at a Galactose : Mannose ratio of 1:1. It helps control
hyperglycemia in diabetics who have a poor control despite treatment with antidiabetic
drugs including insulin

Fenu G acts as a glucose regulator by regulating glucose absorption, following a meal.

FENU G also blocks gluconeogenesis and cholesterol biosynthesis.

Dose : One sachet before or with each principal meal.

4
MECGLA

The pathogenesis of diabetic neuropathy begins with a deficiency of PGE

1 leading to reduced microcirculation, endoneurial ischemia resulting in deficient nerve
function.

The deficiency of PGE 1 is the result of a limiting factor called Gamma Linolenic Acid or
G.L.A in the metabolic pathway. Thus, it is the deficiency of GLA, which is the cause of
diabetic neuropathy.

Supplementation of 360 mg of GLA a day, dilates neuronal capillaries, improves

microcirculation and restores, neuronal structure and function.

Since diabetic neuropathy involves demyelination also, we have added methylcobalamin

to improve myelination. And to add to patient compliance, while plain GLA costs Rs.
7/50 per capsule MECGLA costs just Rs. 6/00.

5
 CHAPTER 3
COMPANY PROFILE

Nouveau Medicament (P) Ltd is a Chennai based

Pharmaceutical Company, incorporated in June 2001, focusing on introducing medicines
which have a capacity to address the root cause of diseases rather than mere symptom
control. Modern or Mainstream medicine focuses on symptom control with each
symptom controlled by a different drug. Unfortunately this system has some flaws since,
while the symptoms which helped to diagnose the disease seem to be under control, in
reality the disease continues to progress and the patient succumbs to the complications
caused by the disease.

While all other pharmaceutical companies are concentrating on

providing molecules which form a part of mainstream medicine we have chosen to
strengthen the hands of Doctor by bringing products which controls the disease
progression. Our products are unique, patient friendly and add a new dimension to
treatment of chronic diseases like Diabetes, Cardiac disorders, Intensive care, etc. We
have products like ARG9, K-ION, OROKINASE, CARDEPA, NIACIN-NF for vascular
problems, CONVALES for critical care, G NORM for gastro-eneterological problems,
FENU G and MECGLA for diabetic management MADHA, REFIL, FOLMET and
HIGHPRO for obstetric care.

Nouveau Dietetique, food products division of Nouveau

Medicament, was formed in 2005, with the dream of bringing the best nutritional
products to India. None of the lifestyle diseases like diabetes, hypertension, cancer and
heart disease that plague the people over the world has ever been “cured”. Prevention is
not just the best, but the ONLY cure.

Under the umbrella brand name of Satva, we have already

developed and launched a range of products - Satva Getrim, Satva Choco de-lite, Satva
Getrim Meal Bars and Satva High-Pro - and have met with loyal approval from
customers.

6
 There are 200 madical representatives , 40 field managers, 10
regional sales managers and 18 sales depo situate across the country.

MISSION STATEMENT:

We are committed to improving people’s lives. Through our existing products and
pending approvals across our markets, our aim is to provide patients with better access to
high-quality, cost-effective medicines in key therapeutic areas.

VISSION STATEMENT

Our vision is to build NOUVEAU MEDICAMNENT (P) LTD into a world

class and leading specialty pharmaceutical company, with presence across the globe.
Through organic growth and by acquisitions which are aligned with our strategy, we will
continue to develop the business and maintain the high standards of ethics and
responsibility which are central to the way we operate.

OBJECTIVES OF THE STUDY

The main objective of the project is to find out market potential of the firm in
the pharmacy.

PRIMARY OBJECTIVE.

 To find out their potential market for current account in chennai.

SECONDARY OBJECTIVE

 To know the capacity of the firm.

 To know the availability of the product in the market.
 To update information about market where it is a dynamic place.

7
 CHAPTER 4
REVIEW OF LITERATURE

AMAZON’S USP

Mr Bezos always wanted his creation to be the world’s largest bookstore. That
ambition has helped make Amazon great; it has also left it vulnerable. If individual
publishers withhold books from Amazon, one of the site’s unique selling points will be
undermined. “Everyone expects Amazon to be comprehensive,” says Ben Edelman, an
associate professor at Harvard Business School, who has highlighted this vulnerability in
Harvard Business Review.

LED TECHNOLOGY
Author: Towe Ahrnbom; Lisa Parfelt;

The market for sponsorship and sports marketing is growing steadily. At the
same time new technology and new display solutions in perimeter advertising have
increased the price and opportunities of exposure. Literature review on research
concerning perimeter advertising has shown a knowledge gap between the technological
development and academic studies. Though the use of LED perimeter advertising is
widely practiced, no current studies exists on its effectiveness. This thesis combines
existing theories regarding perimeter advertising and theories regarding the new attributes
of LED perimeter advertising in order to bridge that gap. The thesis sets out to investigate
which factors affect cognitive impact of LED perimeter advertising. Cognitive impact is
measured on advertising recall, on both aided recall and unaided recall. Three studies
were performed that respectively investigate target characteristics through a field
experiment, exposure characteristics through the use of an expert panel and effects of
repetition on recall through a laboratory experiment. The field study was performed on
two separate games on the qualification tournament for the FIFA World Cup. Results
indicate that the importance of being able to interrupt first-hand tasks (the game) was of
great importance in order to achieve cognitive impact. The exposure characteristics in
Study 2 revealed that brands with high brand relatedness and animation effects was best
adapted to break through the first-hand task. The importance of interruption made it

8
further relevant to examine repetition and its effects on recall and attitude. Study 3
showed that increased repetition potentially could increase recall. Partial effects on
attitude showed that repetition might induce a lower liking of the medium. This was also
conclusive with findings in Study 1. Overall conclusions of the study stated that recall of
LED perimeter advertising could be increased by the use of attributes such as brand
relatedness, movement and use of repetition in order to interrupt first-hand tasks. Further
studies regarding the potential negative effects on advertisers when LED perimeter
advertising becomes too interruptive are suggested. A medium level of intrusiveness is
thus recommended. Overall low results of recollection does however suggest that current
LED perimeter advertisers would benefit from being more intrusive, which would result
in higher cognitive impact.

BRAND ACQUISITION, CORPORATE BRAND EQUITY

Author: Karl Pollinger; Mikael Omberg

The purpose of this paper is to explore corporate approaches to brands in

the assessment of potential acquisitions in business-to‐business settings. The paper
examines the corporate brands of three case companies - ALS Global, Göteborg Energi,
and Trelleborg AB - in regards to their acquisition activities. Additionally, we have
conducted an extensive literature review. Further, our research philosophy has a
constructionist-relativist stance to facilitate the collection of rich data, ultimately leading
to the emergence of new theory. Thus, we use semi-structured face-to-face interviews as
the basis of the qualitative data gathered. The three case companies have a market-
oriented approach when assessing acquisitions. We argue that the corporate brand needs
to be considered during the acquisition phase in order to make a sufficient judgment of
whether or not a potential acquisition will be sensible. Subsequently, a brand-oriented
approach is of the essence. The paper highlights the gap of knowledge, and usage, of
branding in business-to-business environments. Especially during acquisitions, the
commitment to the corporate brand by the three companies is inconsistent or flawed. The
research further concludes that this is partly because companies lack a framework for
assessing acquisitions, as well as an inclination to disregard brand-orientated values when
doing so. The Corporate Brand Identity Matrix is proposed to be used as an analytical
tool in order to facilitate this assessment. Companies may take the corporate brand as the
9
starting point of any assessment of potential acquisitions in order to reduce the risk of
failure, as the integration of corporate culture is the most difficult part. Brand managers
may seek and assess potential acquisitions not solely based on market measurements but
take their respective corporate brand identity into account and compare it with the target
company’s in order to assess its suitability, thus avoiding costly fallouts due to
organizational insurmountable differences that could lead eventually to unremunerative
business. The paper introduces the brand-orientated application in business-to-business
acquisitions. Furthermore the Corporate Brand Identity Matrix is introduced as an
analytical assessment tool in the acquisition setting.

Professor Lloyd Sansom AO

Chairman, Medication Reference Group
Australian Commission on Safety and Quality in Health Care

Medication Safety in Australia 2013 is the third in a series

surveying the available literature and information on medication safety in Australian
health care. The first was published in 2002, and the second in 2008. Since the second
review was published, the evidence base for medication related problems and medication
safety activities in Australia has expanded considerably.

The 2013 review provides important new information on the:

extent and nature of medication errors in Australia;
effectiveness of strategies to prevent medication errors.

The review is presented in three parts:

Part 1: The extent of medication related problems in Australia
Part 2: Strategies for improving medication safety in the Australian healthcare setting
Part 3: Medication safety intervention strategies: the international evidence The data on
the extent of medication related problems in Australia reported in the 2013 review needs
to be interpreted within the context of an increasingly complex health system and
increasingly complex health care. The first substantial evidence of the extent of
medication safety problems in Australia was collected in the 1990s. Since that time, new
treatments have been developed and more intensive treatments of diseases are now
10
recommended. The consequence of this is that multiple medicine use is now much more
prevalent leading to the potential for many more problems.
Within that context, it is encouraging to note that the there is no
evidence that the rate of medication related hospital admissions is increasing. It remains
at about 2% to 3% of all admissions.
Similarly, data collected across ten years shows the percent of patients
seeing a general practitioner who experienced an adverse medication event in the
previous six months has remained constant at around 10%.
This review includes data on medication error rates where previously data
were limited. There is further evidence for high rates of adverse events and unplanned
presentations to hospitals among patients receiving chemotherapy. There is new evidence
on medication related problems and adverse events associated with hospital in the home,
palliative care and residential aged care.
There is further evidence that consumers who see multiple doctors, have
multiple conditions and do not have a regular doctor report a higher incidence of
medication errors.

11
 CHAPTER 5
RESEARCH METHODOLOGY

The design is the structure of any scientific work. It gives direction and systemizes
the research.

The procedures by which researchers go about their work

of describing, explaining and predicting phenomena are called methodology.
Methods comprises the procedures used for generating, collecting and evaluating
data. Methods are ways of obtaining information useful for assessing
explanations.

RESEARCH DEFINITION:
The definition of research given by JOHN.W.BEST is” a systematic and
objective analysis and recording of controlled observations that may lead to the
development of generalizations, principles, theories and concepts, resulting in prediction
for seeing and possibly ultimate control of events.”
The definition of research given by CLARKE AND CLARKE is Research is a
systematic and objective investigation conducted to obtain valid facts, draw conclusions
and established principles regarding and identifiable problem in some field of knowledge.
The definition of research given by MOULEY is It is the process of arriving at
dependable solution to the problems through the planned and sustematic collection,
analysis and interpretation of data.
The definition of research given by CRESWELL is “Research is a
process of steps used to collect and analyse information to increase our
understanding of a topic or issue .”

RESEARCH DESIGN:
12
 A research design is the specification of methods and procedure for
acquiring the information needed to structure or to solve problems. It is the overall
operation pattern or frame work of the project that stipulates what information is to be
collected from which source, and be what procedures.
A research design is the arrangements of conditions for collection and analysis of
data in a manner that aims to combine relevance to the research purpose with
economy in procedure.
The research design adopted in this study is DESCRIPTIVE RESEARCH.

DESCRIPTIVE RESEARCH:
A statistical study to identify patterns or trends in a situation, but not the casual
linkages among its different elements. Descriptive studies such as a cross-sectional
study help in generating hypothesis on which further research may be based.
Descriptive research design, also known as correlational research, is a type of study
in which data is collected without an alteration of the environment. It typically
involves a researcher observing the behavior or interaction of research subjects
and recording those observations.
SAMPLING PERIOD
The sampling period of this study is 1 month (JULY 2014-AUGUST 2014)
SAMPLING TECHNIQUE
The sampling technique used in this is Convenience sampling . (Non-Probability
Sampling Method).

CONVENIENCE SAMPLING
Convenience sampling is a sampling method that uses participants who are most
conveniently available. This sort of sample is usually biased. It most likely does
not fit the correct definition of random sample, where everyone in the population
has an equal chance of being selected. Valid inference about the large group
cannot be made based on the results drawn from the convenience samples.

13
Convenience sampling is a non- probability method, which may be appropriate
when a researcher wants to get gross approximation of truth, while avoiding the
time and cost of a random sample.
STATISTICAL TOOLS USED IN THIS STUDY
1. PERCENTAGE ANALYSIS
2. CHI-SQUARE
3. ANOVA

1.PERCENTAGE ANALYSIS:
Percentage refers to special kind of ration which is used in making
comparison between two or more series of data. It is used to describe relationship
and analyse the data. It is applied to create a contingency table from the
frequency distribution and represent the collected data for better understanding.

Percentage(%) = *100

2.CHI-SQUARE
Chi-square is a non-parametric test can be used to determine if
categorical data shows dependency or the two classifications are independent. It can
also be used to make comparison between the oretical population and actual data
when categories are used. Chi-square test is used to determine whether there is a
significant differences between expected frequencies and the observed frequencies
in one or more categories.

3. ANOVA
Analysis of variance( ANOVA) is a collection of statistical models used to
analyze the differences between group means and their associated procedures. ANOVA
provides a statistical test of whether or not the means of several groups are equal.
Analysis of variance is brought to bear on the problem of identifying the impact of
personal variables on factors of debt market investments.

SOURCES OF DATA
14
PRIMARY DATA

Primary data is the information collected for the first time. There are several
methods in which the data is complied. In this study it was obtained by mean forms a
structured questionnaire.

SURVEY INSTRUMENTS

The questionnaire contains dichotomous and scaling questions.

TARGET RESPONDENTS
The target respondents are the shopkeepers in pharmacy.

SECONDARY DATA
Secondary data are those data which have already been collected by some
other persons for their purpose. The secondary data can be obtained from various sources
of information. The sources are company websites, library, search engines, various
publication of books.

15
 LIMITATIONS OF THE STUDY

While designing the questionnaire it was kept in mind to

gather more and more information from each target person for the neither present nor
descriptive questions could have served the purpose. Therefore the questionnaire
contained in the open-ended questions.

The study was conducted at pharmacy under NOUVEAU

MEDICAMENT PRIVATE LIMITED; the sample size was 30 so that accuracy of data so
collected could absurd covered by circulation of questionnaire.

The accuracy of indications given by the respondents may not

be consider adequate as whether the language used in the questionnaire is understand by
the respondent cannot be taken for granted.

The study is based on the information gathered from the

shopkeepers. Therefore in such case it is possible that the information supplied might be
biased because the shopkeepers might have spared less time for answering the
questionnaires.

Since the survey was limited to 30 shopkeepers it is rather

difficult to give a precise conclusion in market potential.

16
 CHAPTER 6
ANALYSIS AND INTERPRETATION
6.1 Table showing pharmacy getting frequent supply from the firm.

No.of Criteria No. of Respondents Percentage

Yes 18 60
No 12 40

30 100

INFERENCES: From the above table it is referred that 70% are having frequent supply
from the firm and 30% are not getting frequent supply from the firm.

FINDINGS: From the above table it have found that 70% are getting frequent supply
from the firm.

CHART 6.1: Chart showing pharmacy getting frequent supply from the firm.

YES
NO

17
6.2 Table showing satisfaction of frequent supply.

No. of Criteria No. of Respondents Percentage

Yes 18 60
No 12 40

30 100

INFERENCES: From the above table it is referred that 60% are satisfied with frequent
supply from the firm and 40% are not satisfied with the frequent supply from the firm.

FINDINGS: From the above table it have found that 60% are satisfied with frequent
supply from the firm.

CHART 6.2: Chart showing pharmacy is satisfied with frequent supply from the firm.

YES
NO

18
6.3 Table showing variety of medicines supplied by the pharmacy from the firm.

No. of criteria No. of respondents Percentage

5 17 57
5 to10 13 43

30 100

INFERENCES: From the above table it is referred that 57% are getting maximum
number of supply from the firm and 43% are getting minimum supply from the firm.

FINDINGS: From the above table it have found that 57% are getting maximum supply
from the firm.

CHART 6.3: Chart showing variety of medicines supplied by the pharmacy from the
firm.

19
6.4 Table showing the age group preferred ARG-9 frequently.

No. of Criteria No. of Respondents Percentage

20 to 25 19 64
25 to 30 11 36

30 100

INFERENCES: From the above table it is referred that the 64% age group people prefer
ARG-9 tablet and 36% age group prefer ARG-9 tablet.

FINDINGS: From the above it is found that maximum 20 to 25 age group people prefer
ARG-9 tablet.

CHART 6.4: Chart showing the age group preferred ARG-9 frequently.

20
6.5 Table showing that the stock kept ready at any time.

No. of Criteria No. of Respondents Percentage

Yes 14 46
No 16 54

30 100

INFERENCES: From the above table it is referred that the 46% pharmacy keep stock
ready at any time and 54% doesn’t keep stock ready at any time.

FINDINGS: From the above table it is found that the 54% pharmacy doesn’t keep stock
at any time thus they get stock after making ordering to the firm.

CHART 6.5: Chart showing that the stock kept ready at any time.

21
6.6 Table showing that which tablet moved frequently

No. of Criteria No. of Respondents Percentage

ARG-9, GNORM 22 73%
MA-DHA, KION 8 27%

30 100

INFERENCES: From the above table it is referred that the 73% of ARG-9 and GNORM
tablet have moved frequently and 27% of MA-DHA and KION have moved in pharmacy.

FINDINGS: From the above table it is found that the 73% of ARG-9 and GNORM are
moved frequently.

CHART 6.6: chart showing that which tablet moved frequently

22
6.7 Table showing tablet sold per day.

No. of Criteria No. of Respondents Percentage

Below 5 packets 18 60
20 to 25 packets 12 40

30 100

INFERENCES: From the above table it is referred that 60% tablet sold per day and 40%
tablet are sold per day.

FINDINGS: From the above table it is found that 60% tablet sold per day in a pharmacy.

CHART 6.7: Chart showing tablet sold per day.

23
6.8 Table showing that the pharmacy get tablet only from the Nouveau Medicament (p)
ltd.

No. of criteria No. of Respondents Percentage

Yes 8 36
No 22 74

30 100

INFERENCES: From the above table it is referred that 36% are getting tablet only from
the Nouveau medicament (p) ltd and 74% are getting tablet from other firms also.

FINDINGS: From the above table it is found that 74% getting tablet from the other firm.

CHART 6.8: Chart showing that the pharmacy get tablet only from the Nouveau
Medicament (p) ltd.

24
6.9 Table showing that the pharmacy getting same product to their other branches.

No. of Criteria No. of Respondents Percentage

Yes 13 43
No 17 57

30 100

INFERENCES: From the above table it is referred that 43% are getting same product to
their other branches and 57% are not getting the product to their branches.

FINDINGS: From the above table it is found that 57% are not getting the product to their
branches.

CHART 6.9: Chart showing that the pharmacy getting same product to their other
branches.

25
6.10 Table showing that the pharmacy recommend any other product other than doctor
prescription.

No. of Criteria No. of Respondents Percentage

Yes 14 47
No 16 53

30 100

INFERENCES: From the above table it is referred that the 47% will recommend other
tablet from doctor prescription and 53% wont recommend other than doctor prescription.

FINDINGS: From the above table it is found that the 57% of pharmacy will not
recommend the other tablet from doctor prescription.

CHART 6.10: Chart showing that the pharmacy recommend any other product other than
doctor prescription.

26
 CHAPTER 7
RESULTS AND DISCUSSIONS

The study of market potential with special reference in pharmacy results

explained how they meet various customers and know their wants.
Thus we discussed about the products in the pharmacy that doctor have
prescribed. The variety of products that are available in the pharmacy from the firm. That
which age group will prefer, whether the firm satisfies all segment of people starting from
kids to aged people.
The place where the pharmacy is located whether near to hospital or away
from that. Whether it is serviced for 24 hours.
All these things are discussed in this study with some surveys and
interpretations.

27
 CHAPTER 8
FINDINGS

6.1 From the table it is found that 70% are getting frequent supply from the firm.
6.2 From the table it is found that 60% are satisfied with frequent supply from the firm.
6.3 From the table it is found that 57% are supplying five tablets frequently.
6.4 From the table it is found that maximum 20 to 25 of 64% age group people prefer
ARG-9 frequently.
6.5 From the table it is found that 54% pharmacy doesn’t keep stock at any time.
6.6 From the table it is found that 73% of ARG-9 and GNORM are moved frequently.
6.7 From the table it is found that 60% tablet sold per day in a pharmacy.
6.8 From the table it is found that 74% getting tablet from the other firm.
6.9 From the table it is found that 57% are not getting the product to their branches.
6.10 From the table it is found that the 57% pharmacy will not recommend the other
tablets from doctor prescription.

28
 CHAPTER 9
SUGGESTION

Measures are being taken by the pharmacy regulatory bodies to

control the threat as it drastically hampers revenue generation.
To sum up the pharmacy retail segment comprises a stable market
that has string growth potential in the upcoming years.
Understand the current market segmentation and future growth
potential of the pharmacy retail market in India till 2018 and plan strategies to gain from
it. Then understand the competitors in business structure, strategies and prospects and
respond accordingly. Make more informed business decisions with the help of insightful
recommendations provided to succeed in the pharmacy retail market.

29
 CHAPTER 10
CONCLUSION

A number of questions aimed to determine the perceived level of

competition in the public pharmacy market. The number of direct competitors in the
catchment area of public pharmacies is still limited. The majority of pharmacies have
three or fewer competitors, although a few have more than ten. Consequently, most
public pharmacies view their own position in the market as acceptable or good and
perceive the pressure from their main competitor as moderate or even low. There is no
single year in which the competitive pressure increased dramatically. The responses of
the public pharmacists on the (limited) increase in competitive pressure are quite
conservative. They try to gain a competitive edge by providing high-quality consultancy
services to their clients and offering some after-sales services, such as transport.
From this, I conclude that market potential is needed for the firm to
survive in the market. With the help of market potential analysis its easy to know the
customer needs and by that the firm can satisfy their wants.

30
 APPENDIX
A COMPARATIVE STUDY ON MARKET POTENTIAL TOWARDS PRODUCTS
WITH RESPECT TO NOUVEAU MEDICAMENT PRIVATE LIMITED
DECLARATION:
Dear respondent, I am ANUSA.S studying in Panimalar Engineering college
declare that the below survey is conducted only for the educational purpose and will be
kept confidential.
PERSONAL DETAILS:
NAME:
AGE: a) 15 to 25 b) 25 to 35 c) 35 to 45 d) 45 to 50 e) Above 50
GENDER: a) Male b) Female
INCOME (MONTHLY):
QUESTIONNAIRE:

1.Do you get frequent supply from Nouveau medicament (p) ltd?
a) Yes
b) No
2. Are you satisfied with the frequency of drug supply?
a) Yes
b) No
3. How many variety of medicines are supplied under Nouveau medicament (p)
ltd?
a) 5
b) 5-10
4. Which age group will prefer ARG-9 frequently?
a) 20-25
b) 25-30
5. Do you keep stock ready at any time?
a) Yes
b) No

31
6. Which tablet moved frequently?
a) ARG-9, GNORM
b) MA-DHA, KION

7. How many tablet will be sold per day?

a) Below 5 packets
b) 20 to 25 packets
8. Whether you are getting product only from Nouveau medicament (p) ltd?
a) Yes
b) No
9. Do you get same product to any of your other branches?
a) Yes
b) No
10. Do you recommend any other brand other than doctor prescription?
a) Yes
b) No

SIGNATURE

32
 BIBLIOGRAPHY

BOOKS REFERRED

 Anderson, E.W. and V. Mittal (2000), Strengthening the Satisfaction-Profit

Chain, Journal of Service Research, 3 (2), 107-120.
 Marketing management -Philip kotler-2006.

WEBSITES

www.sims.com

www.google.com

33