6.

To analyse the challenges associated with the positioning and pre-launching of the developed
herbal product to set forth marketing strategies.

Subtheme:
6.1. Study the rheumatoid arthritis market potential, its competitors market share and to find
the market gap.
6.2. To determine the factors that drive the market penetration rate of the RA drugs
6.3. To develop the strategies for positioning and pre-launching the new herbal RA product.

RESEARCH DESIGN: This objective will be covered in 3 phases:

Phase1: Competitor Analysis
It starts with the identification of prevailing competitors in the RA market and predicting
market share of existing brand. Major herbal drug RA competitors in India includes Rhumasyl,
rumalaya, Rumalaya tab, Rhumayog gold emami from Dabur, Baidyanath, Himalaya, Zandu.
Emami, Marico and Patanjali manufacturers. Study involves analysing competitors market
potential, its product attributes in term of microbiology, pharmacology, usage, safety, side-
effects, its strength , weakness. It will help in finding the market gap.
Phase2: Customer Analysis
Major Customer for RA drug includes physicians, chemist, agents and the end user i.e. patient.
This phase involves generating key information about patient and physician attributes. It
involves studying the patient profile mainly the demographics, their relevant health attitude
and behaviours. Also, this study will result in identifying the patient characteristics that play
key roles in physician’s prescription choices, their preference brand name and their perception
towards various brand product attributes. Factors that drive the market penetration rate of the
RA drug will also be determined by surveying pharmacists, agents and the wholesale
distributors.
Phase 3: Developing strategy for positioning and pre-launching of the new developed
herbal RA product
Output of competitor as well as customer analysis will help in developing profiles of market
segment for new developed product, evaluating attractiveness of the segment, identifying
product attributes required in each segment and positioning of the new developed RA product.
Guidelines for pre-launching of new product in the market will be designed. Pre-launch design
involves marketing plan, sales promotion, communicating plan to the target market using 4P
(product, price, promotion, place) marketing mix strategy.
Data Collection
Data for analysis will be obtained from market research and industry survey. It will be carried
out by self-administered questionnaire method among consumers, Chemists, physicians and
business managers of competitors companies. The survey will be carried out in Hyderabad.
Sampling technique would be convenience sampling.
Sample Size : 150
 Consumers: 100
 Business Manager of Pharma companies: 5
 Chemists: 25
 Physicians: 20

Data analysis method:

The data obtain will be tabulated using Microsoft excel and various aspects
will be analysed and compared using SPSS (version 21). The detailed analysis will be
done for all the questionnaires. Statistical methods like ANOVA, Chi-Square, Regression
will be employed to assess the determinants that would drive market penetration rate of the
new drug.