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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.
To prevent nausea and
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.
To prevent nausea and
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