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Product design and development
1. PRODUCT DESIGN & DEVELOPMENT
PRODUCT DESIGN AND DEVELOPMENT
RPCL
naso R
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2. PRODUCT DESIGN & DEVELOPMENT
DETAILS OF THE PROJECT
PRESENTER
NAME - MASTER. ROHAN W. MOHITE
CLASS/ DIV. - S.Y.B.M.S. / B
YEAR - 2012 - 13
ROLL NO. - 87
SEMESTER - III
TOPIC - PRODUCT DESIGN &
DEVELOPMENT
PROJECT GUIDE - PROF.JHARNA TOLANI.
SUBJECT - PRODUCTION & MATERIAL
MANAGEMENT
COLLEGE - K.G. JOSHI COLLEGE OF
ARTS &
N.G. BEDEKAR COLLEGE OF
COMMERCE.
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3. PRODUCT DESIGN & DEVELOPMENT
ACKNOWLEDGEMENT
This project “PRODUCT DESIGN AND DEVELOPMENT”
is a result of co-operation, hard work and good wishes of many
people. I would like to thank our project guide Prof. JHARNA
TOLANI for her involvement in the project work and timely
assessment that provided me inspiration and valued guidance
throughout my study.
I am highly indebted to Dr. Mrs. Shakuntala A. Singh,
Principal K.G. Joshi College of Arts & N.G. Bedekar College
of Commerce, for giving us an opportunity to do a project. I
would like to thank Prof. Mr.D.M. Murdeshwar , course
co-ordinator, for his friendly guidance and constant
encouragement.
I would like to express gratitude towards my parents,
teachers of K.G. Joshi College of Arts & N.G. Bedekar
College of Commerce, the library staff and college friends
whose co-operation, encouragement and efforts have helped me
in giving the final shape and structure to the project.
My thanks and appreciations also go to my college mates
and to all those people who have willingly helped me out with
their abilities.
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4. PRODUCT DESIGN & DEVELOPMENT
INDEX
Sr. CONTENTS PAGE REMARKS
NO. NO.
1. RPCL PROFILE 5- 6
2. About RPCL 6
3. Steps in product design & 7- 12
development
4. conclusion 13
5. webliography 14
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5. PRODUCT DESIGN & DEVELOPMENT
COMPANY PROFILE
LEGAL NAME - RPCL
(RIGHT PHARMACEUTICAL LIMITED
COMPANY)
INCORPORATION DATE – 02/04/1981
LEGAL CORPORATE
OFFICE IN INDIA - RPCL BUILDING, NAGPADA, MUMBAI
CENTRAL, MUMBAI- 400 008.
MAHARASHTRA.
LEGAL FORM – PUBLIC LIMITED COMPANY
STATUS – LISTED & OPERATIONAL
ON BSE: 500087
NSE: RPCL
BSE SENSEX Constituent
ISIN CODE – INE059AO1087
BUSINESS OPERATION – PHARMACEUTICALS & DRUGS
BACKGROUND – RPCL WAS FOUNDED BY ITSCURRENT
CHAIRMAN MR. V.K. SUBBARAO. HE
HAD BEEN EXPERIENCED IN THE
FIELD OF PHARMACEUTICALS &
THEREFORE HE FORMED RPCL WITH
FULFILLING LEGAL FORMALITIES
HAVING A AUTHORISED CAPITAL OF
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6. PRODUCT DESIGN & DEVELOPMENT
Rs. THIRTY FIVE CRORES.
MANAGEMENT
DETAILS – CHAIRPERSON - MR. V.K. SUBBARAO
M.D. – MR. R.K. SUBBARAO
DIRECTORS –MR. SUNIL ACHARYA,
MR. ANIL VERMA, MR. RAVI DESHMUKH,
MRS. LATIKA SANGHVI,
MR. SUNIL SHARMA, MR. MAHENDRA
PATIL, MR. SUNIL PAL, MR. NITIN RAO,
MR. ASHOK PATIL, MR. S.K. SONI.
COMPANY SECRETARY – MR. MITTAL SANHVI
BANKERS - HSBC BANK, BANK OF BARODA,
CANARA BANK, OVERSEAS BANK,
UNION BANK OF INDIA.
AUDITORS - RGN Price & Co (2012).
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7. PRODUCT DESIGN & DEVELOPMENT
ABOUT RPCL
RIGHT PHARMACEUTICALS COMPANY LTD. also known as RPCL. MR.
V.K. SUBBARAO, the founder of RPCL gave the company all his patent and
proprietary formulas for several drugs and medicines, without charging any
royalty. Today RPCL has a wide range of products, under the categories- Tablets
and Capsules, Bulk Drugs, Aerosols/Inhalation Devices, Injections/Sterile
Solutions, Liquids, Tablets and Capsules – Traded, Liquids – Traded, Bulk Drugs
– Traded, Injections/Sterile Solutions TRADED, Creams, Creams.
On 02/04/1981, RPCL was registered as a public limited company with
an authorized capital of Rs35 CRORES.
Business of the company:
The company focuses on development of new formulations and has a wide range
of pharmaceutical products. It had an overall income till 2011- Q1 2012 of
Rs.71258 Million.
Almost 55% of its overall income from its operations comes from outside India. It
has 5,500 registered products in various countries. RPCL offers drugs used for
treatment of cancer, Alzheimer's, arthritis, Parkinson’s, cardiovascular diseases and
many more. It also offers drugs that prevent transmission of AIDS from mother
to child. The company provides consulting services on preparation of products and
materials conducts plant evaluation and supplies plant equipments.
RPCL has set up two institutes namely Dr MR. V.K. SUBBARAO Institute and
RPCL Cancer Palliative Care & Training Centre. It has a presence across 170
countries with manufacturing units approved by regulatory authorities like
USFDA, WHO-Canada and MHRA-UK, among others.
RPCL was first company outside US and Europe to launch CFC-free inhalers. In
2007 RPCL launched oral emergency contraceptive pill under the brand name I-
Pill. RPCL also launched a breakthrough screening technology in India called the
‘No Touch SKIN Scan (NTSS); ' the first-ever painless, non-invasive and
radiation-free SKIN scanning technique for detecting SKIN cancer at an early
stage.
In 2009, RPCL launched generic versions of anti-flu drugs oseltamivir and
zanamivir in the local market to treat the H1N1 influenza, spreading across the
globe and in India.
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8. PRODUCT DESIGN & DEVELOPMENT
The company had decided to have a nasal spray (drug) which can help in
management of symptoms of ALLERGIC RHINITIS, once the need for an
antihistamine and corticosteroid has been established, for the treatment of
moderate to severe persistent symptoms in adults and adolescents above 12 years
of age & also be used for treating non-allergic vasomotor rhinitis in adults and
adolescents, 12 years of age and older.For this the company had decided for the
PRODUCT DESIGN AND DEVELOPMENT.
The company followed the following steps –
1) IDEA GENERATION –
The beginning of a successful product is a creative idea. For the
generation of new ideas, the company has to gather information about the
unfulfilled needs of consumer, i.e. the growing rate of allergic RHITNIS virus
an allergic inflammation of the nasal airways. (It occurs when an allergen, such
as pollen, dust or animal dander (particles of shed skin and hair) is inhaled by
an individual with a sensitized immune system. In such individuals, the allergen
triggers the production of the antibodyimmunoglobulin E (IgE), which binds
to mast cells and basophils containing histamine.) IgE bound to mast cells are
stimulated by pollen and dust, causing the release of inflammatory mediators
such as histamine (and other chemicals).This usually causes sneezing, itchy and
watery eyes, swelling and inflammation of the nasal passages, and an increase
in mucus production. Symptoms vary in severity between individuals. Very
sensitive individuals can experience hives or other rashes. Particulate matter in
polluted air, and chemicals such as chlorine and detergents, which can normally
be tolerated, can greatly aggravate allergic rhinitis. Usually if this problem
occurs repeatedly in adults, the Research team found that they are stressed, with
the symptoms as well as the loss they make of their time and others, due to this
constant sickness.
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9. PRODUCT DESIGN & DEVELOPMENT
The marketing/Research team found out that more than 20 million in
India suffer from this, carried on by asking Doctors, meeting patients
personally. They also collected data from exhibitions of medical checkups.
This led to further scientists/ product researchers to have a medicine to
cure such virus. The Research Team led to the beginning of the virtual product
in the minds of the management. The management had to approve the product,
only if the product fulfils them their expectations and achieve the company’s
aims.
2) EVALUATION OF IDEAS –
After idea generation of the new product, the organization had screened
its capabilities with respect to scientific knowledge and Engineering skills.
The company had been excellent in its past years for some of its great research
in the field of pharmacy. The company again had a beginning of it with its need,
finding out through its study of consumers.
The company chose Check- list technique, in which they had its
characteristics, viz.- as a company, firstly the number of sufferers of Allergic
Rhinitis, so that it will have a wider market, second it will satisfy the customer
as the product be a cure for them, the product may helping in improvising the
immunity system of nose, it may not include side-effects or to be less side-
effective. The most important was its financial capabilities.
The company found many characteristics in the product with its
Check-list technique. The Company decided to go further.
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10. PRODUCT DESIGN & DEVELOPMENT
3) BUSINESS ANALYSIS –
The company had evaluated the product. There was a need of overall
check over the product. This was done by Analysis of the product. The need
was to consider the estimates of sales, costs, profits, forecasts of market
potential and market penetration of the product.
The company had questions regarding the product’s capacity to be
economic viable, plant layout – whether the existing would work or a new
plant? , the finance and the important point- whether the product match with
their product line. They analyzed that the company’s financial capabilities,
economies of scale, product plant layout, advanced & economical tools,
machinery, and came to a decision of manufacturing the product.
4) ACTUAL DEVELOPMENT OF THE NEW PRODUCT-
The Management found out the finance points positive and decided for
actual development of such medicine. Today’s competitive world has boosted
the management of time, such that the Research and development has been
increasing tremendously fast like walking a distance from our office to home.
Everyday new inventions come from different parts of our world. This is the
point, i.e. The R & D department did its job heroically i.e. battling the virus in
this surrounding as a war field. They had the components
Fluticasone Propionate IP 0.0357% w/v +
Azelastine Hydrochloride BP 0.10% w/v
as the main elements for better immunity against the virus.
+
Chloride IP…0.01%w/v + Phenyl Ethyl alcohol USP…0.25%v/v
as preservatives
They designed it & it was the further job of making the consumers aware
about the product. They made it show, after the scientific testing’s and
approval of science product assurer institutes & many science websites.
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11. PRODUCT DESIGN & DEVELOPMENT
5) TEST MARKETING –
The product was developed, not manufactured on 04/05/2009. The
company fully evaluated, analyzed and had research to develop the actual
product, to that idea they had generated. The product just can’t be manufactured
on a large scale, because the product may fail to meet the company’s aim,
despite proper planning. The Internal and External factors of market may affect
the product. Therefore as precaution, today’s company prefer sales to a artificial
or a small market, just as taking a Test drive before purchasing a car.
The company didn’t decide at first, but then, named this product as
naso R. naso represented nose, where the product cures the problem & R
represented the first alphabet of Company’s name .
The company here launched its product, on a small scale without
mass production, aiming to get a small market share for its product. i.e. it
launches its product in the selected market segments. After some time, they had
the market Research in which they launched their product, which begin to meet
their product expectations by them; their product was accepted by customers,
their response was positive. This was possible because of the marketing team
for the product. Their management strategies applied were good. This
marketing helped the management to be firm over the decision of
manufacturing & marketing the product on a large scale.
As mentioned, there was a good response, but the side effects rose in
customers. After research it was found that it was overuse, above the prescribed
limit i.e. 1 spray in 1 nostril and this to do only 2 times a day. They had also
specified about the storage, to be done in normal room temperature. Despite
specifying in its note inside its packaging, it was the customers fault to overuse
it. There were other specifications too, usage details in its packaging, taking
precautionary measures that stood as side-effects against the company. This did
not stop the product from gaining success. Later the company published side
effects in its note, for more precautions to be taken. This represented and kept
the goodwill of the company.
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12. PRODUCT DESIGN & DEVELOPMENT
MARKET
6) COMMERCIALISATION OF THE PRODUCT -
The upper part was focused on the product design and
development. The actual aim of the company satisfies at this stage. The
company made huge investment in this product and started large scale
production of the product. The product, naso R launched in more markets,
based on the TEST MARKETING results. They were positive and promising
such that the company launched the product globally in a span of 11/2 year.
The above all steps went on during the year 2009.
The product has been getting good response from customers and is
a good selling product till date, being a pharmacy product.
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13. PRODUCT DESIGN & DEVELOPMENT
CONCLUSION
This project on “PRODUCT DESIGN AND
DEVELOPMENT” FOCUSES on PRECAUTIONS to be
taken before launching a product. From first to last it is a
complete procedure for a product to be launched or we can
say it is a procedure for getting in or having profit making
business.
This project deals with human conscience to product
actualization. It converts human creativity/idea, which is
intangible into a tangible profit making successful product. It
includes a precautionary measure, to be assured of the product
and also a future forecasting for company’s earnings.
It thinks about the human brains rather the machines. It
takes the whole picture into present.
Overall this project helps a company in launching a new
product with precautions.
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