vipul lonnett

7/30/2019 Vipul Lonnett

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DECLARATION

I hereby declare that the studies described in this report entitled PRODUCT

PROMOTION SRTATEGY OF ONDANSETRON INJECTION (IV) were carried

out by me in the Faculty of Pharmacy BBDNIIT,Lucknow under the guidance ofProf.

(Dr.) Shailendra K .Saraf and Mrs. Mary Koshy. Further, this work has not been

submitted in part or in full to obtained any other degree/ diploma.

Place: LUCKNOW

Date:

VIPUL KUMAR JAISWAL

B.PHARM 4TH YEAR

BBDNIIT, LUCKNOW


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CERTIFICATE

This is certified that Mr. VIPUL KUMAR JAISWAL has satisfactory complete the

project work entitled, PRODUCT PROMOTION SRTATEGY OFONDANSETRON

INJECTION-iv. of the elective subject pharmaceutical marketing subject, as per

GAUTAM BUDDH TECHNICAL UNIVERSITY, LUCKNOW, for B.PharmVIII Sem.

in the academic year 2012-13.

Prof. (Dr.) Shailendra K. Saraf Mrs. Mary Koshy

Director, Pharmacy Associate Professor, Pharmacy

B.B.D.N.I.I.T, Lucknow B.B.D.N.I.I.T, Lucknow

Date:-


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ACKNOWLEDGEMENTS

This project report could not have been completed without the tremendous help

provided to me by my teachers. Firstly, I would like to thank my Director (Dr.) Shailendra

K. Saraf for his invaluable instructions and constructive comments. It was for his

organizational skills that the whole project was so efficiently carried out. I am also grateful

to my project guide Mrs. Mary Koshy for her help and support. I am thankful to all those

known and unknown sources that helped me in completing such task. I express a word of

thanks to my friends for their constant support, suggestions and encouragement during

preparation of this project.

Finally, I thank God for giving me the loving siblings and affectionate parents, who

blessed me with everything all throughout my life. My gratitude to them cannot be expressed

in words. To them I owe my wonderful today and a dream filled tomorrow.

VIPUL KUMAR JAISWAL


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TABLE OF CONTENTS

Declaration 1

Certificate 2

Acknowledgement 3

CHAPTER 1:Introduction 5-10

CHAPTER 2:Marketing Strategies 11-12

CHAPTER 3:Promotional Strategies 13-22

CONCLUSION 23

BIBLIOGRAPHY 24


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CHAPTER -1

INTRODUCTION

Objective

The objective to launch LONNETT (ONDANSETRONINJECTION) (IV) for better and

effective treatment of Vomiting and Nausea.

Ondansetron

Ondansetron hydrochloride (HC1) as the dehydrate, the racemic form of

ondansetron and a selective blocking agent of the serotonin 5-HT3 receptor type. The drug

is mainly for the treatment and cure of the vomiting and nausea. It has the following

structural formula:

Ondansetron

Systematic (IUPAC) name:

(RS)-9-methyl-3-[(2-methyl-1H-imidazol-1-yl)methyl]-

2,3-dihydro-1H-carbazol-4(9H)-one
http://en.wikipedia.org/wiki/File:Ondansetron_3D.pnghttp://en.wikipedia.org/wiki/File:Ondansetron_skeletal.svghttp://en.wikipedia.org/wiki/File:Ondansetron_3D.pnghttp://en.wikipedia.org/wiki/File:Ondansetron_skeletal.svg


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Chemical data:

Formula C18H19N3O

Mol. Mass 293.4 g/mol

Pharmacokinetic data:

Bioavailability ~60%

Protein

binding

70%-76%

Metabolism Hepatic (CYP3A4, CYP1A2,

CYP2D6)

Half-life 5.7 hours

Excretion Renal

Pharmacodynamics

Ondansetron is a highly potent and selective antagonist at 5-HT3 receptors. Its

anti-emetic actions were first revealed by its ability to antagonize retching and vomiting

induced by chemotherapy and radiotherapy in animals and man. Subsequently, the

availability of labelled 5-HT3 receptor ligands allowed identification of 5-HT3 receptors,

located at highest densities in the area postrema, nucleus tractussolitarius (NTS), in otherareas of the brain, and on afferent terminals of the vagus nerve. Postoperative nausea and

vomiting may be caused by various factors: the anaesthetic, associated drugs, the surgical

procedure, movement of the patient, sex, weight and pain. These factors mediate their

effects via the higher brain circuits, the vestibular nuclei, the chemoreceptor trigger zone

in the area postrema, or the upper gastrointestinal tract via the vagus nerve, influencing

motor and visceral emetic outputs in the hind-brain. It is hypothesized that ondansetron

blocks nausea and vomiting by 5-HT3 receptor antagonism at two specific sites: (i)
http://en.wikipedia.org/wiki/Carbonhttp://en.wikipedia.org/wiki/Carbonhttp://en.wikipedia.org/wiki/Hydrogenhttp://en.wikipedia.org/wiki/Hydrogenhttp://en.wikipedia.org/wiki/Hydrogenhttp://en.wikipedia.org/wiki/Oxygenhttp://en.wikipedia.org/wiki/Oxygenhttp://en.wikipedia.org/wiki/Oxygenhttp://en.wikipedia.org/wiki/Oxygenhttp://en.wikipedia.org/wiki/Hydrogenhttp://en.wikipedia.org/wiki/Carbon


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centrally, in the area postrema/NTS; and (ii) peripherally on vagus nerve terminals. The

absence of other pharmacological effects of ondansetron ensures an absence of side-

effects.

Introduction of marketing

It can be defined as "the process by which companies create value for customers

and build strong customer relationships, in order to capture value from customers in

return".

The goal of marketing is to make the product or service widely known and recognized to

the market, marketers must be creative in their marketing activities.

Importance of Marketing

Production and distribution depend largely on marketing. Many people think

Marketing is a very important aspect in business since it contributes greatly to the success

of that sales and marketing are basically the same. These two concepts are different in

many aspects. Marketing covers advertising, promotions, public relations, and sales. It is

the process of introducing and promoting the product or service into the market and

encourages sales from the buying public. Sales refer to the act of buying or the actual

transaction of customers purchasing the product or service. Marketing is a very important

aspect in business since it contributes greatly to the success of the organization.

Production and distribution depend largely on marketing. Many people think that sales and

marketing are basically the same. These two concepts are different in many aspects.

Marketing covers advertising, promotions, public relations, and sales. It is the process of

introducing and promoting the product or service into the market and encourages sales

from the buying public. Sales refer to the act of buying e actual transaction of customers

purchasing the product or service.

Since the goal of marketing is to make the product or service widely known and

recognized to the market, marketers must be creative in their marketing activities. In this

competitive nature of many businesses, getting the product noticed is not that easy.


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Strategically, the business must be cantered on the customers more than the

products. Although good and quality products are also essential, the buying public still has

their personal preferences. If you target more of their needs, they will come back again

and again and even bring along recruits. If you push more on the product and disregard

their wants and the benefits they can get, you will lose your customers in no time. The sad

thing is that getting them back is the hardest part.

Marketing Promotes Product Awareness to the Public

It has already been mentioned in the previous paragraph that getting the product or

service recognized by the market is the primary goal of marketing. No business possibly

ever thought of just letting the people find out about the business themselves, unless you

have already established a reputation in the industry. But if you are a start-out company,

the only means to be made known is to advertise and promote. Your business may be

spending on the advertising and promotional programs but the important thing is that

product and company information is disseminated to the buying public.

Various types of marketing approaches can be utilized by an organization. All

forms of marketing promote product awareness to the market at large. Offline and online

marketing make it possible for the people to be educated with the various products and

services that they can take advantage of.

A company must invest in marketing so as not to miss the opportunity of being

discovered. If expense is to be considered, there are cost-effective marketing techniques a

company can embark on such as pay-per-click ads and blogging.

Marketing Helps Boost Product Sales

Apart from public awareness about a companys products and services, marketing

helps boost sales and revenue growth. Whatever your business is selling, it will generate

sales once the public learns about your product through TV advertisements, radio

commercials, newspaper ads, online ads, and other forms of marketing. The more people

hear and see more of your advertisements, the more they will be interested to buy.


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If your company aims to increase the sales percentage and double the production,

the marketing department must be able to come up with effective and strategic marketing

plans.

Marketing Builds Company Reputation

In order to conquer the general market, marketers aim to create a brand name

recognition or product recall. This is a technique for the consumers to easily associate the

brand name with the images, logo, or caption that they hear and see in the advertisements.

For example, McDonalds is known for its arch design which attracts people and

identifies the image as McDonalds. For some companies, building a reputation to the

public may take time but there are those who easily attract the people. With an established

name in the industry, a business continues to grow and expand because more and more

customers will purchase the products or take advantage of the services from a reputable

company.

Marketing plays a very essential role in the success of a company. It educates

people on the latest market trends, helps boost a companys sales and profit, and develops

company reputation. But marketers must be creative and wise enough to promote their

products with the proper marketing tactics. Although marketing is important, if it is not

conducted and researched well, the company might just be wasting on expenses and time

on a failed marketing approach.

Advantagesof Marketing

Economies of scale in production and distribution Power and scope Consistency in brand image Ability to leverage good ideas quickly and efficiently Uniformity of marketing practices Helps to establish relationships outside of the "political arena"


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Helps to encourage ancillary industries to be set up to cater for the needs of theglobal player


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CHAPTER-2

MARKETING STRATEGIES

An overall company marketing strategy should also:

Define the business Position the business as a leader, challenger, follower, or niche player in the category Define the brand or business personality or image that is desired in the minds of

buyers and end users11.

Define life cycle influences, if applicable

1. Understand

customer

2. Analyse

Market

3. AnalyseCompetition

4. Research

Distribution

5. Define

marketing

Mix

6. Financial

Analysis

7. Reviews &

Revise


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Types of Marketing

Online Marketing Telephone Marketing Catalog Marketing Kiosk Marketing Direct-mail Marketing Television Marketing Face-to-face selling

Competitive products of Lonnett

Table-1

Brand Name Manufacturer Type Quantity Price(Rs.)

Doran O (inj) BestochemFormulation

Injection 2ml 20

Ondran P (Inj) Bogs India (P)

Ltd.

Injection 2ml 16.5

Onstron

Isconlifescienc

es

Injection 2ml 22.95

Omcel Oyster Labs Injection 2ml 14.90

Lonnett Jentio Labs Injection 2ml 13.50


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CHAPTER-3

3. PROMOTIONAL STRATEGIES OF LONETT (ONDANSETRON

INJECTION)

Steps of Promotion

1. Identification of target market

Company has targeted hospitals.

2. Fax detailing

Detail information of product is faxed to doctors.

3. Making contact local TV and radio stations and offer to be

interviewed

An interview of Dr.Abc, broadcasted on local TV channel and radio stations for the

promotion of Ondransetron Injection.

4.Publication of a newsletter

A newsletter published consisting information about prevention and treatment of

Nausea and Vomiting cause by different agents indirectly promote the drug.

5. Advertisement

It is also effective means of promotion.

e.g.

Advertisement in journals. Advertisement in scientific magazines

6. Sampling

Provide free trial of product. Free samples are provided to doctors and in hospitals.


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7. Personal selling

Sales representative persuade the physicians to prescribe our medicine Lonnett

(Ondansetron Inj.).

8. E-detailing

E-detailing to healthcare professionals are very effective as part of an

overall multi-channel marketing campaign. Because healthcare providers have

opted-in messages are well received. In addition the e- detailing channel provides

the following benefits:

Ease of Use Speed and Reach Flexibility Fast turn-around times Customization and vivid use of logos and graphics Detailed Tracking of Open Rates and Actions Taken Quick Reply and Follow-Up

9. Tele-detailing

Tele-detailing on its own will work for some physicians, but not all physicians.

The same can be said for face-to-face meetings and other forms of communication.

The best approach for optimal reach and frequency is to develop a communication strategy

that leverages the key benefits of each channel. Healthcare providers have preferences for

how they receive pharmaceutical promotional messages. Some prefer phone calls, while

others prefer a sales representative, and still others prefer an email or fax.


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10. Visual aids:

This injection can be used for treatment and cure ofnausea and vometing cause by various factors like-

Chemo-therapy of cancer

Allergic rection

Vomiting causes by various drugs

Vomiting causes by various pre-anaesthetic medicins

Ondansetron hydrochloride

Injection (iv&im)

2ml

Jentio Labs India ltd.

Bhadohi-221304 (U.P.)


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Higher efficacy and tolrebility

Less side-effects

Low cost


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Package leaflet: Information For the user Ondansetron 2mg/ml injection

Ondansetron

Information for you

Keep this leaflet. You may

need to read it again.

If you have further questions,

please ask your doctor,

pharmacist or nurse.

This medicine has been

prescribed for you only. Do not

pass it on to others. It may

harm them, even if their signs

of illness are the same as

yours.

If you get any side effects,

talk to your doctor, pharmacist

or nurse. This includes any

possible side effects not listed

in this leaflet.

The name of the medicinal

product is Ondansetron

2mg/ml Solution for Injectionor Infusion but will be referred

to as Ondansetron Injection

throughout the package leaflet

Pharmacokinetics

What is in this leaflet?

1. What Ondansetron Injection

is and what it is used for

2. What you need to know

before you use Ondansetron

Injection

3.How to use Ondansetron

Injection

4. Possible side effects

5. How to store Ondansetron

Injection

6. Contents of the pack and

other information

1.WhatOndansetron Injection

is and what it is used for

Ondansetron Injection contains

the active ingredient

ondansetron, which belongs to

a group of medicines called

anti-emetics.

Ondansetron Injection is

used for

Preventing nausea (feel sick)

and vomiting (be sick) caused

by

o chemotherapy for cancer in

adults and in children aged

6months. o radiotherapy for

cancer in adults

Preventing and treatment of

nausea and vomiting after

surgery in adults and in

children aged 1 month.

Ask your doctor, nurse or

pharmacist if you would like

any further explanation about

this uses.

2. What you need to know

before you use Ondansetron

Injection

Do not use Ondansetron

Injection:

- If you are allergic to

Ondansetron or any of the

other ingredients of this

medicine (listed in section 6)or

to any similar medicines e.g.

granisetron or dolasetron.

- If you are taking

Apomorphine (medicine used

to treat Parkinsons disease)

Warnings and precautions

Talk to your doctor, pharmacist

or nurse before using

Ondansetron Injection


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- if you have a blockage in

your gut or suffer from severe

constipation Ondansetron can

make these conditions worse.

- if you have liver problems

- if you have ever had problem

with your heart or are taking

medicines used to treat heart

problems

- if you have an uneven heart

beat (arrhythmias)

- if you are having surgery to

remove your tonsils, because

treatment with ondansetron

may hide symptoms

of internal bleeding

- if you have problems with the

levels of salts in your blood,

such as potassium, sodium and

magnesium

- if your child is being treated

& he / she is less than 2 years

old, with liver damage.

Always inform the laboratory

during tests of blood and urine

that you are being treated with

ondansetron.

If any of the above statements

are applicable to you, please

tell your doctor before having

the injection.

Other medicines and

Ondansetron injection

Tell your doctor or pharmacist

if you are taking, have recently

taken or might take any other

medicines, natural supplements

or vitamins or minerals.

You must tell your doctor that

you are using Ondansetron, if

he/she starts treating you with

the following medicine:

Phenytoin (used to treat

epilepsy & heart arrhythmias)

Carbamazepine (used to treatepilepsy & neuralgic pain)

Rifampicin (an antibiotic)

Anti-arrhythmic medicines

(used to treat an uneven heart

beat)

Beta-blocker medicines used

to treat certain heart or eye

problems, anxiety or prevent

migraines

Tramadol (used to treat pain

following surgery)

Apomorphine (medicine used

to treat Parkinsons disease)

Medicines that affect the

heart (such as haloperidol or

methadone)

Cancer medicines (especially

anthracyclines and

trastuzumab).

The effect of ondansetron may

be weakened if you are taking

phenytoin, carbamazepine or

rifampicin. The painkilling

effect of Tramadol may be

weakened if you are taking

ondansetron.

Contact your doctor. It may be

necessary to adjust the dose.

Ondansetron injection with

food and drink

You may use ondansetron

injection independently of food

and drink

Pregnancy, breast-feeding and

fertility:

Pregnancy:

Because of insufficient

experience the use of

ondansetron injection in

pregnancy is not

recommended. If you are

pregnant, especially during the

first third of your pregnancy,

you should use ondansetron

only, if your treating physician

has performed a careful

benefit/risk assessment.

BreastFeeding:

The ondansetron in

Ondansetron Injection may

pass into mothers' milk.

Therefore mothers receiving

ondansetron injection should

not breast-feed their baby

Ask your doctor or pharmacist

for advice before taking this

medicine.


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Driving and using machines:

Ondansetron injection will not

affect your ability to drive or

operate machinery.

Important information about

some of the ingredients in this

medicine

This medicinal product

contains 2.5 mmol (or 57.9

mg) sodium per maximum

daily dose of 32 mg. To be

taken into consideration bypatients on a controlled sodium

diet.

3. How to use Ondansetron

Injection

Ondansetron Injection is

normally given by a nurse or

doctor. The dose you have

been prescribed will depend on

the treatment you are having.

To prevent nausea and

vomiting from chemotherapy

or radiotherapy

Adults

On the day of chemotherapy or

radiotherapy the usual adult

dose is 8 mg given by an

injection into your vein or

muscle, just before your

treatment, and another 8 mg

twelve hours later.

On the following days

the usual adult intravenous

dose does not exceed 8 mg.

oral dosing can commence

twelve hours later and may be

continued for up to 5 days.

If your chemotherapy or

radiotherapy is likely to cause

severe nausea and vomiting,

you may be given more than

the usual dose of Ondansetron

Injection. Your doctor will

decide this.


vomiting from chemotherapy

Children aged over 6 months

and adolescents

The doctor will decide the

dose.

On the day of chemotherapy

the first dose is given by an

injection into the vein, just

before your childs treatment.

After chemotherapy, your

childs medicine will usually

be given by mouth; the usual

dose is a 4 mg.


vomiting after an operation

The usual dose for adults is 4

mg given by an injection into

your vein or muscle. This will

be given just before your

operation.

For children aged over 1

month and adolescents, the

doctor will decide the dose.

The maximum dose is 4 mg

given as an injection into the

vein. This will be given just

before the operation.

To treat nausea and vomiting

after an operation

The usual adult dose is 4 mg

given by an injection into your

vein or muscle.

For children aged over 1

month and adolescents, the

doctor will decide the dose. A

single dose of ondansetron maybe administered by slow

intravenous injection (not less

than 30 seconds) at a dose 0.1

mg/kg up to a maximum of 4

mg either prior to, at or after

induction of anesthesia.

Patients with moderate or

severe liver problems

The total daily dose should not

be more than 8 mg.

If you received more

Ondansetron Injection than you

should

Little is known at present about

over dosage with ondansetron.

In a few patients, the following

effects were seen after

overdosage: disturbances of

vision, severe constipation,

lowered blood pressure and

loss of consciousness. In all

cases the symptoms

disappeared completely. There

is no particular antidote to


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ondansetron. For that reason, if

overdose is suspected, only the

symptoms should be treated.

Tell your doctor or nurse if any

of these symptoms occur.

If you have any further

questions on the use of this

medicine, ask your doctor,

pharmacist or nurse.

4. Possible side effects

Like all medicines, this

medicine can cause sideeffects, although not everybody

gets them.

SERIOUS SIDE-EFFECTS

Allergic Reactions

These are rare, but allergic

(hypersensitivity) reactions can

produce a skin rash- red spots

or lumps under your skin

(hives) anywhere on your body

and itching as well as more

serious symptoms such as

swelling of the hands, feet,

ankles, face, eyelids, lips,

mouth and/or throat. This can

lead to difficulty swallowing

and breathing.

These are uncommon but can

produce palpitations (an

unpleasant sensation of an

irregular and/or forceful

beating of the heart) or a very

slow heart beat. There may

also be chest pain or chest

tightness and sudden wheezing

or collapse.

These serious side-effects can

be life-threatening, therefore

TELL YOUR DOCTOR OR

NURSE IMMEDIATELY

IFYOU EXPERIENCEANY

OF THESYMPTOMS

ABOVE.

JENTIO Labs India ltd.

Bhadohi-221304 (U.P.)


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LEBEL OF LONNETT INJECTION

Lonnett

2ml

Ondansetron hydrochloride Mfd.-Fab2013 Bt.no.-AV532

InjectionUSP-for Iv only Exp.-Apr2014 Rs.13.50Store at room temperature Mfd.by- JENTIO Labs India ltd.

in dark place Bhadohi 221304 (U.P.)

o be sold by retail on the

prescription of a registered

medical practitioner only.


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PACKAGING OF LONNETT


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CONCLUSION


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Product promotional strategies of LONNETT suggesting that sales of LONNETT will

increase due to the following reason:-

E-detailing of LONNETT provides all information regarding the drug so thatphysician considers LONNETT for prescription for patients that leads to increase of

sales of LONNETT

Visual aids of LONNETT is used to illustrate benefits of drug and superiority overother brands so that the prescriber will influenced by visual aids of LONNETT and

will start prescribing the LONNETT that will increases the sales of LONNETT.

Advertisement in journals and scientific magazines influences the physicians that willleads to increase sales of LONNETT Personal selling through medical representative,

he describes all features of the LONNETT and convinces the doctors to prescribe so

that sales of LONNETT will increase.

May be because of reminders, such as calender and paper weight which are given toprescriber to remind LONNETT for prescription so the sales of LONNETT will

increase

Free samples may increases the sales of product by providing free trial of product.

Sponsoring a seminar among doctors regarding the efficacy and use of LONNETT.that will influence prescribing habit of doctors ,promoting the sales of LONNETT.

These promotional strategies may be adopted by company for boosting the sales of

LONNETT.

5. BIBLIOGRAPHY


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Hardman, J.G. ; Gilman, A.G. , Goodman& Gilmans The PharmacologicalBasis of Therapeutics ; 10th Ed.; McGraw Hill Medicinal Publishing House,

New Delhi; 2001; Page no. 1021-1035.

Kotler, P.; Keller, K.L.; & Koshy, A. , Marketing Management ; 12

th

Ed ;Pearson Prentice Hall ; 2007 ; Page no. 421-440

Smith, M.C., Principals of Pharmaceutical Marketing ; 3rdEd; CBS Publishers&Distribution, New Delhi; 2002; Page no. 272-300.

http:// www.Wikipedia. Com./103.24/Ondansetron injection http:// www.Medindia.net/brandname/price

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