A RESEARCH ANALYSIS TO FIND NEW POTENTIAL CUSTOMERS & TO HELP THE TERRITORY MANAGER TO

PREPARE A PRODUCTIVE LIST OF CUSTOMERS

MISSION RESONANCE

NITESH CHAHARIA

 

Presented By

ELI LILLY10th largest pharmaceutical company

in the worldFounded on May 10, 1876 by Colonel

Eli LillyHeadquarters located in Indianapolis,

Indiana, U.S.A.Approximately 39,377 employees

worldwideProducts marketed in 143 countriesFirst company to develop a method to

mass-produce penicillin

LILLY PRODUCT

S

DIABETES

HUMINSULIN

HUMALOG

BYETTA

LUNG CANCER

GEMCITE

ALIMTA

OSTEOPOROSIS

FORTEO

SEVERE SEPSIS

XIGRIS

ACUTE CORONARY SYNDROME

REOPRO

GROWTH DISORDER

HUMATROPE

PRODUCT LINE

OBJECTIVERight TargetingImprove in Clinic Performance

Inventory ManagementAsses Impact of In Clinic Performance

METHODOLOGYPRIMARY DATA -The source of data is work field. I

collected the essential information and details from the Chemists regarding the Insulin Sale and Doctors Name through Direct Communication and fill it on a sheet hand to hand .The Data Sheet to be filled was a fixed format given to me by the Company.

SAMPLINGArea of Sampling HOWRAH & KOLKATAMode of Technique RCATotal Field Working days 41Sample Size 315

CUSTOMERSB 2 B: HOSPITALS AND MEDICAL

INSTITUTIONSB 2 C: PATIENTS(BUYERS)DOCTORS – INFLUENCER AND

MEDITATOR PATIENTSRETAILERSWHOLESALERSSTOCKIST

INDIAN COMPETITORS (INSULIN MARKET)• NOVOARTIS• WOCKHARDT

MAJOR AREAS COVEREDHOWRAH CENTRAL KOLKATA NORTH KOLKATADOBSON ROAD STAND ROAD BIRATIG.T.ROAD KALAKAR STREET MADHYAMGRAMSALKIA ZAKARIA STREET BARASATBANDHAGHAT MADAN STREET BEADON STREETLILUAH VIVEKANANDA ROAD BURRA BAZARPILKHANA SOVABAZARSRI RAM DHANG ROAD

RABINDRA SARANI

WATKINS LANE GANESH TALKIESDR ABANI DUTTA ROAD

K K TAGORE STREET

SANATAN MISTRI LANE

MUKTARAM BABU STREET

ROSE MARY LANE MAHARSHI DEBENDRA ROAD

JELIA PARA LANE AURBINDO SARANI

HOWRAH MARKET SHARE

LILLY NOVO WOCKHARDT0.00%10.00%20.00%30.00%40.00%50.00%60.00%

INSULIN MARKET SHARE

U 40 VIALSCATRIDGESFAST ACTING

PRODUCT CATEGORY

SHAR

E PE

RCEN

TAG

E

Source: Tabulated Primary Data Collected from RCA(Reference Table 5 of RCA DATA FILE

KOLKATA MARKET SHARE

U 40 Vials Catridges Fast Acting0.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%

INSULIN MARKET SHARE

LillyNovoWockhardt

PRODUCT CATEGORY

MAR

KET

SH

ARE

IN

PERC

ENTA

GE

Source: Tabulated Primary Data Collected from RCA(Reference Table 4 of RCA DATA FILE

OVERALL MARKET SHARE

LILLY

NOVO

WOCKHARDT0.00%

20.00%40.00%60.00%80.00%

INSULIN MARKET SHARE

U 40 VIALSCATRIDGESFAST ACTING

Axis Title

Axis Title

Source: Tabulated Primary Data Collected from RCA(Reference Table 6 of RCA DATA FILE

POTENTIAL DOCTORSDOCTOR NAME

HOWRAH A K PRASAD M.L BANSALIASHOK DAS R L JOSHIB KUMAR PAWAN AGARWALK K ARORA S K BHADRADEBASHIS MODAK U K ROY

CENTRAL KOLKATA A K JAIN S R BAHITEYKS CHAJJER ARNABISH MONDALMASUD BATIL NADIM A KHAN

NORTH KOLKATA RAJENDRA GOLCCHA P K KUNDUS CHOWDHARY T R ASHT K BISWAS DIPENDU

BHATTACHARYAUTPAL SENGUPTA T K CHAKRABORTY

Lilly Major Selling Products

Huminsulin 30/70 U 40

Vials71%

Huminsulin 30/70 Catridge

13%

Huminsulin R U40 vials

16%

Lilly Products

U 40 VialsCatridge

Out of the various Insulin Types The above are leading Selling Brands of Lilly Company estimated based on the sample of 278 Retailers including Howrah and Kolkata. The Cartridge Sale is Calculated Pack wise.

OBSERVATIONSIn places like Birati, Madhyamgram,

Barasat power failure is frequent as such Retailers avoid stocking Insulin.

Most of the shop attendant are not fully aware about the usage of Insulin

Insulin is costly as compare to other drugs so if expired or spoiled lead to more loss.

Wholesalers are eating away Retailer’s profit margin

Even on the MRP the retailers are competeting against each other by giving discounts.

OBSERVATIONSThe whole Insulin market is quite

dispersedThe maximum sales is of U40 vials due

to low cost as compared to other delivery devices

The Brand Image of Lilly is quite lagging in market as compare to Novo.

A major population in West Bengal belongs to lower Middle Class as such Doctor prefer to write Vials more occasionally then cartridge or pen.

There is no proper follow up or info to Retailers from the Company side in interior regions.

RECOMMENDATIONSSpecial campaigns from the Company

should be initiated to upfront Lilly BrandA manual should be circulated educating

Retailers and Users about the usage of Insulin

Places like Birati and Madhyamgram are quite potential area due to small coverage and could generate a substantial sales

Doctors tend to switch to another Brand when given a lucrative offer so MR should keep a track of the existing Doctors.

THANK YOU