PRESENTATION

ON

APPLICATION OF MARKETING
STRATEGIES TO RE - LAUNCH
THE PRODUCT
INTAS
PHARMACEUTICAL
LIMITED

Submitted By:

Jadav Nirav
Academic Year 2007-09
Dept. Of Buss. Adm.,
Bhavnagar University,
Bhavnagar.

CONTENTS
Company Profile
Glaucoma Disease
Brand Profile
Research Methodology
Data Analysis
Findings
Recommendations
Conclusion
References

COMPANY PROFILE
Intas Pharmaceutical is one of the
fastest
growing
pharmaceutical
companies in India and at the
international level.
With expertise in a range of
formulations,
from
tablets
to
injectables to newer drug delivery
systems, Intas is currently ranked 17th
among the Indian Pharma majors.
Pioneering
efforts
in
providing
medications for both chronic and
acute medical conditions, has truly led
Intas live up to its corporate line
"Expressions for a Healthy Life".

GLAUCOMA
DISEASE
Glaucoma is a group of eye
diseases characterized by damage
to the optic nerve usually due to
excessively
high
intraocular
pressure (IOP).
It can be difficult to detect until a
significant amount of vision is lost.
Glaucoma is often referred to as
the silent thief.
Intraocular pressure (IOP) is the
level of fluid pressure inside your
eye. This fluid helps your eye
function normally.

BRAND PROFILE
Travoprost reduces the level of IOP
to 25% while Intaprost drops the
IOP level at rate of 33%.
Maintaining the cold storage chain
of the anti glaucoma drug has been
removed in Intaprost.
With the use of Intaprost patients
are more secured considering the
health as compared to the other
anti glaucoma drug.

RESEARCH
METHODOLOGY

OBJECTIVE
Exploration of promotional
areas:
To seek the marketing endeavors
and promotional aspects by which
the brand, named as Intaprost can
be
sustainable
in
the
pharmaceutical market.
It is required to search out the
factors affecting to the declination
of the brand.

KEY LEARNINGS
Scientific comparatively study of
market which is shared by
Intaprost and other drugs for
Glaucoma disease.
Discover
the
reasons
Ophthalmologists
are
prescribing the Intaprost.

why
not

Implement
the
promotional
efforts that can pick the sales of
Intaprost at top level.

RESEARCH DESIGN
Research Type
Exploratory

Universe
Ahmedabad, Rajkot

Sample Size
40

Elements
Ophthalmologists

Sampling Method
Convenience

DATA COLLECTION
Primary Data
Secondary Data
Data Collection Instrument
Questionnaire (closed-ended)

DATA
ANALYSIS

QUESTION - 1

QUESTION - 1

QUESTION - 2

QUESTION - 2
OPTION NO.

TREATMENT
NAME

Bimatoprost

Timolol

Latanoprost

Bimatoprost +Timolol

Dorzolamide+Timolol

QUESTION - 3

Q-4 The most important criteria which are been

enumerated
by
ophthalmologists
in
prescribing the drug as 1st line treatment.
CRITERIA

RANK

NO. OF
RESPONDENT

Price

17

Efficacy

28

Side Effect Profile

& Tolerability

15

Patient
Compliance

19

Availability

17

Patient Education
Kit with free vial

30

QUESTION - 5

QUESTION - 5
It is comfortably seen from the graph
that Latanoprost has pick percentage
like 62.5% followed by Timolol with
30%. Thus, Bimatoprost can be
employed
by
replacement
of
Latanoprost or Timolol.
Timolol

Latanoprost

Dorzolamide
+Timolol

Brimonidine

30

62.5

2.5

QUESTION - 6

QUESTION - 6
The
graph
lights
that
Bimatoprost can be added
with Timolol as it contains
the 85% of total elements.
Timolol

Latanoprost

Dorzolamide
+Timolol

Brimonidine

85

10

QUESTION - 7

QUESTION - 8

Q9 Brand price is considered

in prescribing Bimatoprost by
Doctors.

QUESTION - 10

QUESTION - 11

QUESTION - 11
COMPANY

RANK

RESPONDENT

ALLERGAN

22

CIPLA

13

SUN PHARMA

13

INTAS OPTIMA

11

FDC

13

AJANTA

18

MICRO LABS

18

QUESTION - 12

QUESTION - 13

Q-14 Selection of important

aspects for prescription.

QUESTION
14
OPTION

OPTION
NO

Reduction in price

Companys reputation

Patient Benefit in terms of free

vial

Better Communication of
Medical Representative

Others

FINDINGS
Ophthalmologists are practicing with the
examination of <10 patients per month at
the rate of 62.5%.
With this frequency of patients, the doctors
are suggesting 1st line treatment to the
glaucoma people is found out as Timolol.
Latanoprost is better alternative comparing
with the Bimatoprost. Thing goes opposite,
when we are comparing Bimatoprost and
Travoprost.
Bimatoprost as a replacement therapy, is
been prescribed from Latanoprost. While
Bimatoprost as an add on therapy, is been
prescribed from Timolol.

FINDINGS
Efficacy (% IOP) drop, price and
patient compliance are most usable
cluster
by
the perception
of
ophthalmologists.
Most of the universe of our research
is not aware about the brand.
We must concentrate out mind set
for settling down the price of
Intaprost to the range of 200-250,
because 55 ophthalmologists are
not happy with the price of the
brand.

FINDINGS
Price/drop has been given more
weight as compared to the clinical
starter pack. And Reduction in price
is pushed up 1st rank area.
Numbers of patients are more that
would be enhanced by the scheme
given to doctors.
The ophthalmologists, who have
said that the companys reputation
is one of criterion for prescribing
the drug, had ranked INTAS OPTIMA
as 5.

RECOMMENDATION
S
Price reduction is 1st suggestion in
order to reach the level of
expectations of doctors.
Lack of awareness about the brand
is found out as the second reason
of collapsing the brand. Thus, the
marketing efforts should be placed
as scientific communication with
medical
representative
and
advertisements by documentation.

RECOMMENDATION
S
The free vial scheme from the
company can be heavy factor in
the re-positioning of the brand.
Promotional marketing endeavors
should be carried out for
transforming the mindset of
doctors
for
the
companys
reputation
because
INTAS
OPTIMA ranked lower comparing
with the other company.

CONCLUSION
Price reduction as per expectations of
ophthalmologists
The scientific communication with
ophthalmologists
Advertisement through commercial
documents
Strategies for raising the reputation
of company
Gifts schemes

REFERENCE
URLS:
http://www.eyequestions.com/glaucoma.htm
http://www.ijo.in/article.asp?issn=03014738;year=1985;volume=33;issue=1;spage=15;e
page=17;aulast=Mehta#top
http://amardeepeye.com/general-04.htm
http://investing.businessweek.com/research/stocks
/private/snapshot.asp?privcapId=140965
http://www.naukri.com/gpw/intaspharma/index.ht
m
http://corp.naukri.com/mynaukri/mn_newsmartsea
rch.php?xz=7_0_5&qc=1762&tem=intaspharma

BOOKS:
Kotler Philip, Marketing Management, Kindersley Pvt. Ltd.,
Pearson Education, New Delhi, 2007, 12 th Edition.
Kothari C R., Reasearch Methodology Methods and
Techniques, Wishwa Prakashan, 2nd Edition.

THANK
YOUUU!!