Marketing Plan for the launch of “OSAMAX ”
Current market situation

Nepalese Pharmaceutical market and its marketing practices is complex to understand. With no such specific guidelines and policies from its regulatory body DDA, Nepalese pharmaceuticals feel the gap for visionary support from government. Though the country is self reliant in various categories the chunk of market share is still being enjoyed by foreign and Indian companies due to the lack of specific guidelines. Nepal pharmaceutical Laboratory is going to introduce its new product in the market where its competitors already exists. Osamax competing brands are :
RESTOFOS – Sun Pharmaceuticals – Indian company
OSTEOFOS – Cipla Pharmaceuticals – Indian company
FOSSIL – Magnus Pharmaceuticals – Nepali company
Since it is difficult to adopt differentiation strategy in pharmaceutical products in terms of product and its features, NPL has to work on other aspects to add value to the product and gain competitive advantage over competitors’ product.
Market description
Currently total market size of pharmaceutical product is 12 billion and the share of Nepali companies in the market is 35 % with 45 manufactures operating and (5– 18) in the pipeline. With an annual growth rate of 19 %, this sector is one of the fastest growing industries. This sector is contributing around 12 billion to nation’s economy of which domestic industry accounts for approximately 4 billion. This sector has become strong and stable in various aspects .
Report of 2006: The study shows the consumption of allopathic drugs in the fiscal year 2061/62 (2004/05) has been Rs. 10659 millions. The annual increment of allopathic drugs consumption has been 16.1%..

Quantification of drug, RDL/DDA

Total consumption and annual increment of allopathic drugs Year | Drug consumption | % Growth | 1999/2000 | 5907.00 | 25 % | 2000/2005