International Journal of Advanced Research OF ADVANCED RESEARCH INTERNATIONAL JOURNAL in Management (IJARM), ISSN 0976 6324 (Print), ISSN

N 0976 6332 (Online), Volume 3, Issue 2, July-December (2012) IN MANAGEMENT (IJARM) ISSN 0976 - 6324 (Print) ISSN 0976 - 6332 (Online) Volume 3, Issue 2, July-December (2012), pp. 63-68 IAEME: www.iaeme.com/ijarm.asp Journal Impact Factor (2012): 2.8021 (Calculated by GISI) www.jifactor.com

IJARM
IAEME

SALE OF OVER THE COUNTER (OTC) DRUGS VIA POST OFFICES-A CONSUMER PERCEPTION
Dr. Rajesh Kanthe Associate Professor, Bharati Vidyapeeth Deemed University, IMRDA, Sangli. Email: drrajeshkanthe@gmail.com Ms vaishali P.Pawar Research Student, Bharati Vidyapeeth Deemed University, IMRDA, Sangli. Rajendra Mohite Research Student, Bharati Vidyapeeth Deemed University, IMRDA, Sangli.

ABSTRACT Rural India and modern India put their thrust on self medication in treating minor ailments not as like in Europeans who put their trust in the neighborhood pharmacist, North Americans rely more on the advice of doctors. In countries where healthcare infrastructures and economies are developing, opportunities exist to lessen the considerable burden on doctor and help governments reduce their healthcare expenditure. Self medication using over the counter products in India is seen to be common. OTC Products Medico-marketing, is the business of advertising or otherwise promoting the sale of OTC pharmaceuticals or drugs. Evidences show that marketing practices can negatively affect both patients and the health care profession. The small towns and rural parts of India do not have adequate medicine facility and treating minor ailment is a costlier business for the large section of society .secondly availability of even OTC drugs which otherwise are easily available in small chemists and general stores are also not available to the poor section of the society and the rural masses where chemist shops and general store are meager or they do not sale OTC Products for minor ailments. This paper is attempt to craft a new marketing process of involving a network of post-offices in selling of OTC products to the area wherever the postmen goes. Keywords: Post-offices, government, Self medication, over the counter drugs, healthcare marketing, minor ailments.

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International Journal of Advanced Research in Management (IJARM), ISSN 0976 6324 (Print), ISSN 0976 6332 (Online), Volume 3, Issue 2, July-December (2012) INTRODUCTION Among major systems of medicine in India that have official recognition and support allophthy treatment dominates and in minor ailments OTC allopathy Products dominates, though ayurveda, unani, siddha, and homeopathy are also used by a few. This is because of the speed with which chemical drugs used in OTC allopathy alleviate symptoms and enable the patient to resume work1. Employment for the urban and rural poor is mainly casual and on daily wages. Quick fixes prevent loss of even a days work and income due to illness. Hence in cases of minor ailments OTC products are the only source as low cost treatment and avoid long treatment of Doctors for majority of patients in the research study area. Higher medical professional charges coupled with excessive desire for self-medication and increasing faith in traditional medicines, Indias over the counter drug sale has grown around 10% in the last 2 years, leaving USA and China much behind, where OTC drug sale is estimated at 4% to 5% respectively7. Increasing urbanization has changed people's lifestyles2 and has led to increases in lifestyle diseases. Hand in hand, improving literacy rates coupled with strong growth in income levels have led to rising health awareness among consumers with change in retail formats like chain chemists and shopping malls promoting OTC products like FMCG. These are some of the reasons for the expansion of the OTC market. It is expected that this trend will continue and companies will launch products targeting this category and the overall OTC segment is expected to register sustained growth in the near future.3 In addition, the tendency of self-medication is furthered by consumer deciding what he needs and having a better control over what he needs be it a grocery item or a medicine. The very fact that OTC outlets are in India a novelty would attract a great deal of attention from the youth. But Still The Poor And Rural Area Where The Stores Are Not Possible And Health Care Can Be Costlier The Chance Of A Delivery System By The Initiative Of Government Would Be Possible Making Use Of Indian Post Offices In Some Towns As Well. This Is An Attempt To Understand The Consumers Opinion On What They Feel If A Postmen Of Post Office Will Sell OTC Products At Their Doorstep to treat minor ailments. The study in confined to Miraj city and experiences with the larger picture and thus enable him to find the deviation (if any) in the behavioral and attitudinal patterns of the consumers in OTC Product shopping and stocking at home to use in minor ailments like cold,cough,pain,stomach ache and pains.. Over the Counter sales is not restricted to medicines and drugs but covers a larger ambit of household goods and remedies.4 What most of consumers do when catch a sudden cold or get a headache? they will search in medicine box for a pill of No cold or Aspirin. Exactly most of people will do the same because now the trend is expanding towards the most inexpensive form of health care which is self-medication with over the counter (OTC) medicines.5 So increase demand leads to increase in competition which in turn leads to increase in need of differentiation in between various over the counter products. Currently pains, cough, colds, hyperacidity, minor topical infections and indigestion are major OTC categories. Emerging categories due to change in lifestyle include cuts, wounds, burns, muscle pains, sprains, diarrhea and constipation. CHANGING BUSINESS LANDSCAPE Pharmaceutical marketplace is growing significantly due to the getting old population, increasing income level, and higher awareness of new products etc.India has witnessed a boom in organized retail trade in the last decade. The retail format, which has shown the maximum growth among all, is the multipurpose shopping center or the mall. It is well know
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International Journal of Advanced Research in Management (IJARM), ISSN 0976 6324 (Print), ISSN 0976 6332 (Online), Volume 3, Issue 2, July-December (2012) that this format is a favorite hang around in of the consumers in the current generation and it is also likely that OTC outlets are an epicenter for evolving an altogether new consumption culture within the study area. Therefore, it is of utmost interest to the retailers and pharmaceutical companies and academia equally to understand the consumer dynamics behind this newly evolving consumption culture. This paper takes a look at the OTC drug marketing at a local level with special focus on FMCG markets6. The first section deals with changing consumer and environment which is followed by a brief introduction to OTC segment. Section TWO deals with a small pilot study done by the author and the last section gives the holistic approach which Indian OTC drug marketing firms can adopt to create awareness about health and wellbeing using post offices resources to market their OTC products directly to the consumers. Though self-administration of treatment with over-thecounter drugs relies on the patient's judgment, which is supplemented by the information on the label, for correct diagnosis of the disorder or symptom. In general, these products pose less dangers of misdiagnosis. Possibility is that in future OTC drugs can be sold through post offices and postmen. OTC MARKET IN INDIA In 2005 the Indian OTC segment was Rs 4500 crore it could be considered as Rest 17000 crores if cosmeceuticals & neutraceuticals are also included. The CAGR for Indian OTC markets is currently hovering between 12 and 15% and this is much faster than OTC market growth of most development countries. The OTC Market in India in 2007 will be around Rs. 6000 & 20000 crores. As per Euro RSCG India, OTC market is hovering around Rs. 2800 crores. 8The global OTC market is projected to be USD 75 billion with a cumulative annual growth rate (CAGR) of 4.5%, which will make it 82 B$ in 2007.In Indian Markets ethical drugs are also sold without a prescription due to poor monitoring and control by FDA. Self medication tendency is traditionally very high due to the high availability of traditional medicines, the awareness and acceptance of which is very high among the public. (adex division of TAM Media Research). OTC MEDICINES (ref: http://www.indiaoppi.com/IndiaOTCpharmaProfile2011.pdf) Category 2005 2006 2007 2008 2009 (Sales in US$ Million) 1491.0 1638.9 1813.4

1243.4 1371.4 OTC sales India Analgesics 178.8 192.9 201.7 223.4 258.6 Cough, Cold & 227.2 250.7 269.7 295.1 318.1 Allergy Gastrointestinal 231.4 256.7 281.0 301.2 332.6 Vitamins, 447.1 494.3 538.6 583.0 634.5 Minerals & Supplements Dermatologicals 144.1 160.3 181.9 212.4 236.5 Lifestyle OTCs 14.8 16.4 18.1 23.9 33.1 Source: Nicholas Hall & Company, India, DB6 2010 1US$ = INR.46.54
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International Journal of Advanced Research in Management (IJARM), ISSN 0976 6324 (Print), ISSN 0976 6332 (Online), Volume 3, Issue 2, July-December (2012) The market is growing at 18 per cent annually, almost 1.5 times the rate of the FMCG sector Faith in homeopathy and ayurveda is increasing as more organized players get into the fray, Increase in disposable incomes, coupled with an increase in lifestyle-related diseases, is spurring demand for such products and the most important factor is rising fees of medical professionals is prompting more people to self-medicate resulting into new strategies by companies to reach their consumers as early as possible. So the attempts in this pilot study to figure out whether it is possible to sale the OTC products along with your letter, money order with the post men. OBJECTIVE 1. To inquire about Opinion of Medical Professionals on sale of OTC Drugs through postmen 2. To Seek Opinion of customers on sale of OTC Drugs through postmen. RESEARCH METHODOLOGY 1. Collect secondary data on marketing of OTC medicines from books, magazines, research articles, and websites 2. Survey of Consumers, Doctors through a structured questionnaire being administered to the respondents SAMPLING 1. Sampling unit: Experienced Doctors (General practitioners as well as consultants) selected from different parts of miraj and Consumers selected from different parts of Miraj 2. Sample size: Doctors 50 Consumers 100 3. Sampling procedure: STUDY LIMITATIONS Only confined to miraj city, so not representative of entire country DATA ANALYSIS Doctors Opinion on Increased Level of Relying on OTC Drugs Docs Opinion Advertisement Doctors Distrust Easily Available Educated Customers Effective Low Cost Time Saving 77 71 65 65 76 68 72 No. of docs out of 100 Yes 77.00% 23 71.00% 29 65.00% 35 65.00% 35 76.00% 68.00% 72.00% 24 32 28 No 23.00% 29.00% 35.00% 35.00%

24.00% 32.00% 28.00%

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International Journal of Advanced Research in Management (IJARM), ISSN 0976 6324 (Print), ISSN 0976 6332 (Online), Volume 3, Issue 2, July-December (2012) The above table and chart presents the Doctors opinion on consumer relying on OTC drugs. It was found that the doctors surveyed were in favor of using OTC drugs in minor ailments where doctors involvement is not required. it was found that almost 65% to 78% of doctors opined that the consumers dependence on OTC drugs is increased. Doctors Opinion on Sale of OTC Drugs by Postmen Doctors Opinion Yes No Dont know Total YES 24 61 15 100 24.00% 61.00% 15.00% 100.00%

The above table and chart represents the response of doctors on sale of OTC drugs by postmen. It was found that 24% doctors in were positive in promoting the OTC drugs as by postmen and making products available, affordable and Creating awareness through aggressive advertisements. Hence doctors across the strata were against promoting OTC drugs as FMCG products. Consumers treating minor ailments with OTC Drugs. Ailments Headache Fever Cough/Cold Acidity Pain digestive Skin Disorders OTC 68 65 71 55 66 56 71 68% 64.00% 71% 55% 66.00% 56% 71.00% Home remedy 32 32% 35 34.00% 29 29% 45 45% 34 34% 44 44% 29 29% 100 100 100 100 100 100 100 Total 100% 100% 100% 100% 100% 100% 100%

The above table shows Consumers response on minor ailments, it was found that the all Consumers age; gender strata were overwhelmingly supporting the self medication process. on of the surveyed Consumers opined that they take OTC drugs without doctors permission. Thus it was revealed that use of OTC drugs in minor ailment as first line of defense is common phenomenon in consumers for self medication. Consumers Opinion on Direct Selling of OTC drugs By Postmen Freq of Clinical Stores*/ Area Urban Semi-Urban Rural Total Most likely 29.57% 57.26% 6. 82% 100 Somewhat likely 39.13% 26.97% 45.45% 100 Least likely 31.30% 15.77% 47.73% 100 Total 100% 100% 100%

The above exhibit presents the Frequency of Clinical Stores visit. It reveals that in urban area 29.57% is most likely, 57.26% is somewhat likely and 6.82% is least likely. In Semi-Urban areas 39.13% is most likely, 26.97% is somewhat likely and 45.45% is least likely. In Rural
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International Journal of Advanced Research in Management (IJARM), ISSN 0976 6324 (Print), ISSN 0976 6332 (Online), Volume 3, Issue 2, July-December (2012) area 31.30% is most likely, 15.77% is somewhat likely and 47.73% is least likely. It shows that most likely is higher in Semi-Urban area then in Rural area and in Urban area. Somewhat likely is higher in Urban area then in Semi-Urban area and lastly in Rural area. Least likely is higher in Rural area then in Semi-urban area and lastly in Urban area. Thus the frequency of Clinical stores visit is higher in Semi-Urban area. it shows that the Consumers from semi urban area prefer to shop at clinical stores inside the hospitals even for OTC drugs. CONCLUSION In this growing market of OTC Products companies are trying there their best weapons to market their products through innovative marketing strategies. it is crystal clear that there would be number of possible measures which can improve the market share . Consumer who consume OTC Products available to Counters freely and either switch from the existing brand or continue to earlier brand. a marketing strategy using post office and postman can also be a implemented as a channel o marketing OTC drugs to reduce the, affordability, accessibility and availability of OTC products for consumers as and when required .thus reducing the healthcare expenses in treating minor ailments and secondly will generate a profit making avenue for department of post. REFRENCES 1. Philip Kotler, Kevin Lane Keller, Abraham Koshy and Mithleshwar Jha:Marketing Management, 13/e, Pearson Education, 2009 2. Subbarao Chagmati, (2007) Pharmaceutical Marketing in India concept strategy cases Pharma Book Syndicate Hyderabad Published 2008 3. Mickey Smith, 2000 Pharmaceutical Marketing in 21st Century Viva Books Pvt. Ltd., New Delhi. 2001 4. Anshal Kausherh 2006Pharmaceutical Marketing, Emerging Trends ICFAI University ICFAI Press,Hydrabad 2006 5. Dr.Atmaram Pawar 2007.A handbook on community Pharmacists (Exclusively for Chemists & Druggists) - Career publications, Nasik.May2007 6. Ajith Paninchukunnath OTC Drug Marketing Global Trends and Indian Experiences. dspace.iimk.ac.in/bitstream/2259/350/1/363-370.pdf 7. Madrid A, (2005), Sensory Evaluation- More than just food, ESN Seminar, May 25- 26 8. Worthington J. (2007), Lets Talk about Sense Appeal, Available at:http// www. Pharmaquality.com (Accessed on26th September, 2009)

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