Abstract:
The purpose of the study is to gauge the deficiency of vitamin D prevalent in Pakistan
population and how can a pharmaceutical company be effective in launching a drug that
could overcome this problem. This public health problem needs urgent attention. While
seeing this problem AGP (PVT) LTD (Ali Gohar Pharmaceuticals Private Limited
considers to launch an effective drug that could overcome this deficiency which is
increasing at a rising rate. This deficiency is numerously present in children and females
(pregnant & non-pregnant) both. While assessing the market whether to launch this
product or not, one needs to check the scope and the level of competition prevailing in
the niche market and the profitability that tire new product is going to contribute in the
company’s product portfolio. While looking in to all the important aspects it is found that
there is less competition in the market and there are few pharmaceutical companies who
are catering this market and there is enough room in the market to make lucrative sales.
And it is feasible for the company to launch a new drug to alleviate the Calcium &
Vitamin D deficiency and earn handsome profits.
In Pakistan urban and non-urban women are highly affected from the deficiency and
especially pregnant women and their child, as mothers are suffering from the deficiency
that automatically get transfers to the bom baby and poses the baby to a host of illness
and that is an alarming thing. Vitamin -D deficiency problem is not only appearing in our
region but now it is a wide spread global problem prevalent in all age groups. In Asian
and European countries kids are suffering from rickets which is basically the bone
deformity owing to Vitamin D deficiency. This deficiency can only be catered by either
talcing supplements or directly taking sun ultra violet raises. The finding has showed that
this deficiency is not a problem for only sun scarce counting but with countries also that
have ample sunlight. Pakistan is a tropical country with adequate exposure of sunlight all
the year round to give vitamin D but despite this there is a gross deficiency of vitamin D.
Directly taking sun rays is not possible for kids because the appropriate ultra violet rays
only comes under the time bracket of 10:00A.M-3:00P.M and during this time the kids
mostly spend time in the school. So, the only source which caters this problem is the
supplement. The same problem is with females also. They mostly remain inside their
houses during the afternoon time and for women who stay out during this time mostly
wear sun blocks to protect their complexion and the use of sunblocks prohibits the sun
rays from entering the skin. So both women and kids are not exposed to proper sunlight
which is causing this deficiency prevalent in this group.
While observing the above discussed scenario, AGP will come up with supplement which
contains vitamin D and calcium with the name of Osnate D suspension under the real
brand name Osnate. Before launching this product, the costing for tire product is done to
ascertain the cost price of the drug and to check the viability of the product launch, a
Profit & Loss Statement for five years for the product is made and also the NPV of the
cash flowscash from the sales of the new drug is worked out. The ratio analysis of the
company exhibits the strong financial position of the company which means that they can
easily go on launching of Calcium and vitamin D supplement to earn handsome profits
and better sales growth within and outside the country together.