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

H. V. P. Mandals College of Engineering & Technology, Amravati

A study to analyze various marketing strategies used by Generic

companies in Amravati region
meeting the specification. For example, a prescription for lansoprazole can be filled
with generic lansoprazole, Prevacid, Helicid, Zoton, Inhibitol, or Monolitum.
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
H. V. P. Mandals College of Engineering & Technology, Amravati

A study to analyze various marketing strategies used by Generic

companies in Amravati region
surrogate markers or patient outcomes. The slightly different formulation also made
substitution with older generic formulations impossible.
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
H. V. P. Mandals College of Engineering & Technology, Amravati

A study to analyze various marketing strategies used by Generic

companies in Amravati region
pharmacists to substitute generic medications at bioequivalent doses. The researchers
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
H. V. P. Mandals College of Engineering & Technology, Amravati

A study to analyze various marketing strategies used by Generic

companies in Amravati region
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 Valeants 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.

H. V. P. Mandals College of Engineering & Technology, Amravati

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 poorerquality 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 brandname products.

H. V. P. Mandals College of Engineering & Technology, Amravati

A study to analyze various marketing strategies used by Generic

companies in Amravati region
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:
GSKEstablished 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

IPCAFor 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

H. V. P. Mandals College of Engineering & Technology, Amravati

A study to analyze various marketing strategies used by Generic

companies in Amravati region
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 labsIn 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

H. V. P. Mandals College of Engineering & Technology, Amravati

A study to analyze various marketing strategies used by Generic

companies in Amravati region
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 PharmaEver 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
Rich business experienced
Advantages

No of Staff
Year of Establishment
OEM Service Provided
Product Range

Timely delivery schedule

Supreme product quality

Industry leading prices

1000
1987
No

H. V. P. Mandals College of Engineering & Technology, Amravati

A study to analyze various marketing strategies used by Generic

companies in Amravati region

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
H. V. P. Mandals College of Engineering & Technology, Amravati

A study to analyze various marketing strategies used by Generic

companies in Amravati region
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
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
AbstractClaude 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 lowerpriced 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 Baumgrtel, MD
Abstractany 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
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A study to analyze various marketing strategies used by Generic

companies in Amravati region
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
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.

H. V. P. Mandals College of Engineering & Technology, Amravati

A study to analyze various marketing strategies used by Generic

companies in Amravati region

CHAPTER 3
RESEARCH METHODOLOGY
3.1 IDENTIFICATION OF RESEARCH PROBLEM
In India most of the people are below poverty line and they cant 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 doesnt 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.

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
H. V. P. Mandals College of Engineering & Technology, Amravati

A study to analyze various marketing strategies used by Generic

companies in Amravati region
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

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
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A study to analyze various marketing strategies used by Generic

companies in Amravati region
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
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.

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A study to analyze various marketing strategies used by Generic

companies in Amravati region

The data provided by the prospects may not be 100% accurate. As

they too have their limitations.

CHAPTER 4
DATA ANALYSIS AND INTERPRETATION

1) Age wise distribution of respondents.

Table No.4.1

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A study to analyze various marketing strategies used by Generic

companies in Amravati region
Sr.

Age Group

No. of
respondent
25

Percentage (%)

No
1

18-25 Years

25-40 Years

30

30%

40-60 Years

30

30%

60 & Above

15

15%

Total

100

100%

25%

Graph no: 4.1

Age Wise Distribution of Respondents

15%

25%

18-25 Years
25-40 Years
40-60 Years

30%
30%

60 & Above

(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,

H. V. P. Mandals College of Engineering & Technology, Amravati

A study to analyze various marketing strategies used by Generic

companies in Amravati region
30% respondents were in 40-60 years age groups and 15% respondents were
in 60 & above age group.
2) Educational Qualification wise distribution.
Table No.4.2
Sr.
No
1
2
3
4

No. of

Education
B.Sc /M.sc
B.pharm / D.

respondent
28

pharm
M. pharm
Other
Total

Percen
tage (%)
28%

40

40%

20
12
100

20%
12%
100%

Qualification of Respondents
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

40%
28%
20%

B.Sc/ M.Sc B. Pharm D.pharm

M. pharm

12%
Other

Gra
ph No: 4.2

H. V. P. Mandals College of Engineering & Technology, Amravati

A study to analyze various marketing strategies used by Generic

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(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
Sr.
No
1
2

Generic
Product
Yes

No. of
respondent
100

Percentage
(%)
100%

No

00

00%

Total

100

100%

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companies in Amravati region

Awareness of Generic Product

120%
100%
80%
60%
100%
40%
20%
0%
yes

0%
no

Gr
aph 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.

H. V. P. Mandals College of Engineering & Technology, Amravati

A study to analyze various marketing strategies used by Generic

companies in Amravati region

4) Do you provide generic product to customer?

Table No.4.4
Sr.
No

Provide
Generic Product to

No. of

Percentage

respondent

(%)

Customer
Yes

90

90%

No

10

10%

Total

100

100%

Sellling of Generic Product to Customer

100%
90%
80%
70%
60%
50%
40%

90%

30%
20%
10%

10%

0%
Yes

No

Graph
No: 4.4

H. V. P. Mandals College of Engineering & Technology, Amravati

A study to analyze various marketing strategies used by Generic

companies in Amravati region

(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
Sr.
No

Generic
Product to

No. of
respondent

Percentage
(%)

Customer
Low Investment

26

28.28%

required
Greater profit of

34

37.77%

margin
Good Result

27

30%

Other

3.33%

Total

90

100%

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Reasons for selling generic product

38%

O
th
er

Re
su
lt
G
oo
d

ar
gi
on

3%

G
re
at
er
pr
of
to
fm

In
ve
st
m
Lo
w

30%

28%

en
tr
eq
ui
re
d

40%
35%
30%
25%
20%
15%
10%
5%
0%

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.

H. V. P. Mandals College of Engineering & Technology, Amravati

A study to analyze various marketing strategies used by Generic

companies in Amravati region
6) Is Generic product are easily available?
Table No.4.6
Sr.
No
1
2

Easily

No. of respondent

Percentage

Available
Yes

85

(%)
85%

No

15

15%

Total

100

100%

Availability of Generic Product

90%
80%
70%
60%
50%
40%

85%

30%
20%
10%

15%

0%
Yes

No

Graph No: 4.6

H. V. P. Mandals College of Engineering & Technology, Amravati

A study to analyze various marketing strategies used by Generic

companies in Amravati region

(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
Sr
. No
1

Quality of

No. of respondent

Percentage

Generic Product
Excellent

35

(%)
35%

Good

20

20%

Average

20

20%

Poor

15

15%

Very Poor

10

10%

Total

100

100%

Graph No .4.7

H. V. P. Mandals College of Engineering & Technology, Amravati

A study to analyze various marketing strategies used by Generic

companies in Amravati region

Quality of Generic Product

40%
35%
30%
25%
20%
15%

35%

10%

20%

20%

5%

15%

10%

0%
Excellent

Good

Average

Poor

Very poor

(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
H. V. P. Mandals College of Engineering & Technology, Amravati

A study to analyze various marketing strategies used by Generic

companies in Amravati region
Sr.
No
1

Know about
generic product
Electronic Media

No. of

Percentage

respondent
35

(%)
35%

Medical

25

25%

Representative
Print Media

16

16%

Member of

14

14%

Association
Others

10

10%

Total

100

100%

Source of Awareness of Generic Companies

40%
35%
30%
25%
20%
15%
10%
5%
0%

35%
25%
14%

10%
O
th
er
s

Pr
in
tM
ed
ia

El
ec
tro
ni
c

M
ed
ia

16%

Graph No .4.8

H. V. P. Mandals College of Engineering & Technology, Amravati

A study to analyze various marketing strategies used by Generic

companies in Amravati region

(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?
Table No.4.9
S

Good Position

r. No in Market
1
Yes
2

No. of respondent

Percentag

65

e (%)
65%

No

35

35%

Total

100

100%

Position of generic company by marketing strategy

70%
60%
50%
40%
30%

65%

20%

35%

10%
0%
Yes

No

Graph No: 4.9

H. V. P. Mandals College of Engineering & Technology, Amravati

A study to analyze various marketing strategies used by Generic

companies in Amravati region

(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
Sr. No

Promotional

Strategies
Consumer Sales

Promotion
Trade Sales Promotion

3
4

No. of
respondent
30

Percentage
(%)
30%

20

20%

25

25%

Salesforce
Any Other

25

25%

Total

100

100%

Promotion for

H. V. P. Mandals College of Engineering & Technology, Amravati

A study to analyze various marketing strategies used by Generic

companies in Amravati region

Promotional Strategies used by generic company

al
es
fo
rc
e
fo
rS

ot
io
n

Pr
om
ot
io
n
Sa
le
s

25%

O
th
er

25%

20%

Tr
ad
e

Co
ns
um
er

Sa
le
s

Pr
om

ot
io
n

30%

Pr
om

35%
30%
25%
20%
15%
10%
5%
0%

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 ?
H. V. P. Mandals College of Engineering & Technology, Amravati

A study to analyze various marketing strategies used by Generic

companies in Amravati region
Table No.4.11
Sr.

Promotion Activity

No. of

No

Percen

responden

tage (%)

t
1

Yes

76

76%

No

24

24%

Total

100

100%

Analysis of Display Marketing

80%
70%
60%
50%
40%

76%

30%
20%
24%

10%
0%
Yes

No

Graph No: 4.11

(Source: Primary Data)

H. V. P. Mandals College of Engineering & Technology, Amravati

A study to analyze various marketing strategies used by Generic

companies in Amravati region
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 4Ps (Product, Price, Promotion, Place)

marketing mix strategies?
Table No.4.12
Sr.
No

4Ps Marketing Mix

No. of

Strategies

responden

Percen
tage (%)

t
1

Yes

77

77%

No

23

23%

Total

100

100%

Graph No: 4.12

Analysis of 4P's Marketing Mix Strategies

90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

77%

23%
Yes

No

H. V. P. Mandals College of Engineering & Technology, Amravati

A study to analyze various marketing strategies used by Generic

companies in Amravati region

(Source: Primary Data)

Interpretation: It is clear from the above table and graph that maximum 77%
of respondents uses 4Ps marketing mix strategy and 23% respondents does
not uses 4Ps mix strategy.

13) If yes which are they?

Table No.4.13
Sr.

If which are they

No

No. of
responden

Percen
tage (%)

t
1

Price Strategy

28

36.36%

Product Strategy

34

44.15%

Promotion Strategy

14

18.18%

Place Strategy

1.29%

Total

77

100%

Graph No: 4.13

H. V. P. Mandals College of Engineering & Technology, Amravati

A study to analyze various marketing strategies used by Generic

companies in Amravati region

4 p's marketing startegy

St
ra
te
gy
Pl
ac
e

St
ra
te
gy
Pr
om

ot
io
n

tr
at
eg
y
Pr
od
uc
tS

Pr
ic
e

St
ra
te
gy

50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

(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. Mandals College of Engineering & Technology, Amravati

A study to analyze various marketing strategies used by Generic

companies in Amravati region
Sr.

Following Strategies

No. of

No

responden

Percen
tage (%)

t
1

Push Strategies

20

20%

Pull Strategies

30

30%

Market Focus Push Strategy

35

35%

Consumer Focus Pull Strategy

15

15%

Total

100

100%

Graph No: 4.14

Strategy Followed

St
ra
te
gy

15%

Pu
sh

Pu
sh

St
ra
te
gi
es

20%

35%

30%

M
ar
ke
tF
oc
us

40%
35%
30%
25%
20%
15%
10%
5%
0%

H. V. P. Mandals College of Engineering & Technology, Amravati

A study to analyze various marketing strategies used by Generic

companies in Amravati region

(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?
Table No.4.15
Sr.

Awareness of Product

No

No. of
responden

Percen
tage (%)

t
1

Yes

66

66%

No

34

34%

Total

100

100%

Graph No: 4.15

Analysis of Brand Awareness of Product

70%

66%

60%
50%
40%

34%

30%
20%
10%
0%
Yes

No

H. V. P. Mandals College of Engineering & Technology, Amravati

A study to analyze various marketing strategies used by Generic

companies in Amravati region

(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?
Table No.4.16
Sr.

Increase the sales

No

No. of
responden

Percen
tage (%)

t
1

Discount

40

40%

Gift Vouchers

15

15%

Scheme

30

30%

Holiday Packages

10

10%

Others

05

05%

Total

100

100%

Graph No: 4.16

H. V. P. Mandals College of Engineering & Technology, Amravati

A study to analyze various marketing strategies used by Generic

companies in Amravati region

Offers to increase sale

45%
40%
35%
30%
25%
20%

40%

15%

30%

10%

15%

5%
0%

10%

5%

(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
Sr.

Effective Marketing

No. of

Percen

H. V. P. Mandals College of Engineering & Technology, Amravati

A study to analyze various marketing strategies used by Generic

companies in Amravati region
No

responden

tage (%)

t
1

Yes

72

72%

No

28

28%

Total

100

100%

Graph No: 4.17

Increase the Sale By Effective Marketing

80%
70%
60%
50%
40%
30%

72%

20%

28%

10%
0%
yes

No

(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.
H. V. P. Mandals College of Engineering & Technology, Amravati

A study to analyze various marketing strategies used by Generic

companies in Amravati region

18) Do you think that the direct sales of generic product is more effective
for increasing the productivity?
Table No.4.18
Sr.

Increase Productivity

No

No. of
responden

Percen
tage (%)

t
1

Yes

73

73%

No

27

27%

Total

100

100%

Graph No: 4.18

Analysis of Direct Sale to Increase Productivity

80%
70%
60%
50%
40%
30%

73%

20%

27%

10%
0%
Yes

No

H. V. P. Mandals College of Engineering & Technology, Amravati

A study to analyze various marketing strategies used by Generic

companies in Amravati region

(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
Sr.

Requirement of Stockiest

No

No. of
responden

Percen
tage (%)

t
1

Yes

69

69%

No

31

31%

Total

100

100%

Graph No: 4.19

H. V. P. Mandals College of Engineering & Technology, Amravati

A study to analyze various marketing strategies used by Generic

companies in Amravati region

Sufficient Profit of Margin to Stockiest

80%
70%
60%
50%
40%
30%

69%

20%

31%

10%
0%
Yes

No

(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?

H. V. P. Mandals College of Engineering & Technology, Amravati

A study to analyze various marketing strategies used by Generic

companies in Amravati region
Table No.4.20
Sr.

Requirement of Retailer

No

No. of
responden

Percen
tage (%)

t
1

Yes

83

83%

No

17

17%

Total

100

100%

Graph No: 4.20

Sufficient Profit of Margin to retailer

90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

83%

17%

Yes

No

(Source: Primary Data)

H. V. P. Mandals College of Engineering & Technology, Amravati

A study to analyze various marketing strategies used by Generic

companies in Amravati region
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
Sr.

Marketing Strategy

No

No. of
responden

Percen
tage (%)

t
1

Yes

66

66%

No

34

34%

Total

100

100%

Satisfaction with Marketing Strategy

70%

66%

60%
50%
40%

34%

30%
20%
10%
0%
Yes

No

Gra
ph No: 4.21

H. V. P. Mandals College of Engineering & Technology, Amravati

A study to analyze various marketing strategies used by Generic

companies in Amravati region

(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
Sr.

Sales and

No. of
respondent
65

Percentage

No
1

Result
Yes

(%)
65%

No

35

35%

Total

100

100%

H. V. P. Mandals College of Engineering & Technology, Amravati

A study to analyze various marketing strategies used by Generic

companies in Amravati region

Analysis of Sales and Result

70%
60%
50%
40%
30%

65%

20%

35%

10%
0%
Yes

No

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.

H. V. P. Mandals College of Engineering & Technology, Amravati

A study to analyze various marketing strategies used by Generic

companies in Amravati region

CHAPTER 5
FINDINGS, CONCLUSIONS AND SUGGESTIONS
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 dont 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

H. V. P. Mandals College of Engineering & Technology, Amravati

A study to analyze various marketing strategies used by Generic

companies in Amravati region
of generic product but some respondents feel its need some
improvement in marketing strategy of generic product.

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, thats 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. Mandals College of Engineering & Technology, Amravati

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 respondents 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

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.

H. V. P. Mandals College of Engineering & Technology, Amravati

A study to analyze various marketing strategies used by Generic

companies in Amravati region

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. Mandals College of Engineering & Technology, Amravati