Home Smell from the mouth Coursework analysis of the market for children's vitamin preparations. Analysis of factors influencing the choice of drugs as a component of consumer behavior among pharmacy visitors Analysis of the market for vitamin-mineral complexes in pharmacies

Smell from the mouth

Coursework analysis of the market for children's vitamin preparations. Analysis of factors influencing the choice of drugs as a component of consumer behavior among pharmacy visitors Analysis of the market for vitamin-mineral complexes in pharmacies

Introduction

1.2 Pharmacological action

1.3 Medical use

Chapter 2. Marketing Research vitamin preparations pharmacies LLC "Pharmacy House"

2.1 Overview Russian market medicines group of "vitamins"

2.2 Analysis of the assortment nomenclature of Pharmacy House LLC

2.3 Marketing analysis of vitamin preparations of Pharmacy House LLC

2.4 Positioning of vitamin preparations in the pharmacy of LLC "Pharmacy House"

Conclusion

Bibliography

Applications

Introduction

Market professionals such as salesmen, retailers, advertising executives, marketing researchers, and new and branded product managers need to know how to describe and segment a market: how to assess the needs, demands, and preferences of consumers within a target market: how to design and test a product with the consumer properties necessary for this market: how to convey to the consumer the idea of the value of the product through price; how to choose skillful intermediaries so that the product is widely available and well presented; how to advertise and promote the product so that consumers know it and want to buy it. A professional marketer must, without a doubt, have a wide range of knowledge and skills.

Market research marketing activities should begin with information collection. The value of marketing information is determined by reducing the uncertainty of the pharmacy enterprise’s ideas about the state of the market and, as a consequence, reducing commercial risk based on the results of the analysis of the collected information.

Marketing research of the drug market should form the basis for their production and sales. Without these studies, it is now impossible to promote medicines to the end consumer. Marketing research is the systematic determination of the range of data needed in connection with the marketing situation facing the company, their collection, analysis and reporting of the results.

The purpose of this course work is to study vitamin preparations, as well as conduct marketing research vitamin preparations at Pharmacy House LLC.

Based on the goal, in this course work it is necessary to solve the following problems:

Consider the concept and classification of vitamins;
Define pharmachologic effect this group of drugs;
Study the main areas of use of vitamin preparations in medicine;
Consider the trends in the vitamin preparations market;
Conduct an analysis of the assortment nomenclature of Pharmacy House LLC;
Conduct marketing analysis and identify the buyer’s marketing profile;
Consider the mechanism for positioning vitamin preparations in Pharmacy House LLC.

The object of the study is Pharmacy House LLC.

The subject of research in this course work is the mechanisms for conducting marketing analysis in pharmacies.

The information base for writing this work is reference literature, special literature on the discipline, periodical literature on the issues under study, as well as Internet resources.

Chapter 1. General characteristics of vitamin preparations

1.1 Concept and classification of vitamins

Vitamins are a group of low-molecular organic compounds of relatively simple structure and diverse chemical nature. This is a chemically combined group organic matter, united on the basis of their absolute necessity for a heterotrophic organism as an integral part of food. Vitamins are found in food in very small quantities and are therefore classified as micronutrients.

Vitamins participate in a variety of biochemical reactions, performing a catalytic function as part of the active centers of a large number of different enzymes or acting as information regulatory intermediaries, performing signaling functions of exogenous prohormones and hormones.

They are not a supplier of energy for the body and do not have significant plastic significance. However, vitamins are given vital role in metabolism.

The concentration of vitamins in tissues and the daily need for them are small, but with insufficient intake of vitamins into the body, characteristic and dangerous consequences occur. pathological changes.

Most vitamins are not synthesized in the human body. Therefore, they must be regularly and in sufficient quantities supplied to the body with food or in the form of vitamins. mineral complexes and food additives.

A lack of any of the vitamins leads to the development of a certain disease, although at the same time the body can receive a large amount of other substances from food, the deficiency of which will not affect health. The fact is that the human body cannot independently synthesize vitamins from other substances; it can only obtain them from food, while some animals and plants are capable of synthesizing certain vitamins.

Vitamins are necessary for the body for normal metabolism and chemical reactions. Some vitamins are part of the enzymes of chemical substances that change the rate of chemical reactions, others are elements of hormones that regulate growth and normal functioning of the body. Some vitamins perform several functions at once: for example, vitamins A, E and C are also antioxidants that help our body cope with free radicals. The activity of many vitamins also depends on the presence of certain minerals.

Vitamin preparations are medicines used for vitamin deficiency and for the treatment of diseases with symptoms similar to those of hypo- and avitaminosis. The first vitamin (B1) was isolated by the Polish-born biochemist Kazimierz Funk (Funk, 1884-1967). In 1912, this scientist isolated a substance from rice bran that cures polyneuritis (beriberi), and called it a vitamin, thereby emphasizing its importance for normal life (from the Latin vita life, amine, nitrogen-containing compound). Despite the fact that not all vitamins are amines, this name is assigned to the entire group of these substances. The same researcher coined the term “vitaminosis.”

Chronic deficiency of vitamins and minerals poses a serious danger to both current and future generations and requires mandatory correction. This is achieved not by periodic courses, but by the constant intake of these substances into the body through fortified foods (natural juices, whole milk, etc.) and multivitamin preparations with mineral components. Let us note that with various diseases, stress, and intoxication, the body’s need for vitamins and minerals increases significantly (5-10 times).

Vitamins are classified according to their physical and chemical properties.

Thus, according to chemical classification, vitamins are divided into:

Aliphatic;
Alicyclic;
Aromatic;
Heterocyclic;

By physical properties on the:

Water soluble;
Fat soluble.

In 1956, a unified international nomenclature of vitamins was adopted.

As individual vitamins were discovered, they were designated by letters of the Latin alphabet and according to their biological role, for example, vitamin B calciferol, vitamin E tocopherol, vitamin Aaxerophthol, etc. Later, the letter designations had to be expanded, as new individual substances with a close, similar or new biological character; therefore, numbers were attached to the letters.

As a result, instead of just one name “vitamin B”, names from “vitamin B1” to “vitamin B14”, etc. are now used to designate various “B complex vitamins”.

Once the chemical structure of vitamins was determined, their names began to acquire a chemical meaning, for example: thiamine, riboflavin, pyridoxal, pteroylglutamic acid, etc. Then it turned out that a number of long-known organic substances have the properties of vitamins. These include:

a nicotinic acid;
nicotinamide;
para-aminobenzoic acid;
pseudoinositol;
xanthopterin;
choline;
linoleic;
linolenic and arachidonic acids;
catechin;
epicatechia;
hesperidin;
hesperetin.

Those. chemical compounds with long-established names.

Currently, the names of vitamins of biological and chemical semantic origin and, to a lesser extent, letter designations are widely used to designate vitamins. It is quite obvious that the letter classification of vitamins does not reflect the specific, biological or chemical essence of vitamins and is currently outdated.

Vitamins are diverse in their chemical structure. They are derivatives of unsaturated acyclic hydrocarbons with 18 and 20 carbon atoms, unsaturated ulactones, amino alcohols with a quaternary nitrogen atom, acid amides, cyclohexane, aromatic acids, naphthoquinones, imidazole, pyrrole, benzopyran, pyridine, pyrimidine, thiazole, isoalloxazine, pteridine and others cyclic systems

Now let's turn to physical classification.

Fat-soluble vitamins include 4 vitamins: vitamin A (retinol), vitamin D (ka

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Introduction

1.3 Medical use

Conclusion

Applications

Introduction

The purpose of this course work is to study vitamin preparations, as well as to conduct marketing research on vitamin preparations at Pharmacy House LLC.

Based on the goal, in this course work it is necessary to solve the following problems:

ü Consider the concept and classification of vitamins;

ü Determine the pharmacological action of this group of drugs;

ü Study the main areas of use of vitamin preparations in medicine;

ü Consider trends in the vitamin preparations market;

ü Conduct an analysis of the assortment nomenclature of LLC “Pharmacy House”;

ü Conduct marketing analysis and identify the buyer’s marketing profile;

ü Consider the mechanism for positioning vitamin preparations in Pharmacy House LLC.

The object of the study is Pharmacy House LLC.

The subject of research in this course work is the mechanisms for conducting marketing analysis in pharmacies.

The information base for writing this work is reference literature, special literature on the discipline, periodical literature on the issues under study, as well as Internet resources.

Chapter 1. General characteristics of vitamin preparations

1.1 Concept and classification of vitamins

Vitamins are a group of low molecular weight organic compounds of relatively simple structure and diverse chemical nature. This is a chemically combined group of organic substances, united on the basis of their absolute necessity for a heterotrophic organism as an integral part of food. Vitamins are found in food in very small quantities and are therefore classified as micronutrients.

They are not a supplier of energy for the body and do not have significant plastic significance. However, vitamins play a vital role in metabolism.

The concentration of vitamins in tissues and the daily need for them are small, but with insufficient intake of vitamins into the body, characteristic and dangerous pathological changes occur.

Most vitamins are not synthesized in the human body. Therefore, they must be regularly and in sufficient quantities entering the body with food or in the form of vitamin-mineral complexes and nutritional supplements.

Vitamins are necessary for the body for normal metabolism and chemical reactions. Some vitamins are part of enzymes - chemical substances that change the rate of chemical reactions, others are elements of hormones that regulate growth and normal functioning of the body. Some vitamins perform several functions at once: for example, vitamins A, E and C are also antioxidants that help our body cope with free radicals. The activity of many vitamins also depends on the presence of certain minerals.

Vitamin preparations are medicines used for vitamin deficiency and for the treatment of diseases that have symptoms similar to those of hypo- and avitaminosis. The first vitamin (B1) was isolated by the Polish-born biochemist Kazimierz Funk (Funk, 1884-1967). In 1912, this scientist isolated a substance from rice bran that cures polyneuritis (beriberi), and called it a vitamin, thereby emphasizing its importance for normal life (from the Latin vita - life, amine - nitrogen-containing compound). Despite the fact that not all vitamins are amines, this name is assigned to the entire group of these substances. The same researcher coined the term “vitaminosis.”

Vitamins are classified according to their physical and chemical properties.

Thus, according to chemical classification, vitamins are divided into:

· Aliphatic;

· Alicyclic;

· Aromatic;

· Heterocyclic;

According to physical properties - to:

· Water soluble;

· Fat soluble.

In 1956, a unified international nomenclature of vitamins was adopted.

As individual vitamins were discovered, they were designated by letters of the Latin alphabet and according to their biological role, for example, vitamin B - calciferol, vitamin E - tocopherol, vitamin A - axerophthol, etc. Later, the letter designations had to be expanded, since new individual substances of similar, of a similar or new biological nature; therefore, numbers were attached to the letters.

As a result, instead of just one name “vitamin B”, names from “vitamin B1” to “vitamin B14”, etc. are now used to designate various “B complex vitamins”.

· a nicotinic acid;

· nicotinamide;

· para-aminobenzoic acid;

lgezoinositol;

xanthopterin;

· linoleic;

· linolenic and arachidonic acids;

· catechin;

· epicatechia;

· hesperidin;

· hesperetin.

Those. chemical compounds with long-established names.

Now let's turn to physical classification.

Fat-soluble vitamins include 4 vitamins: vitamin A (retinol), vitamin D (calciferol), vitamin E (tocopherol), vitamin K, as well as carotenoids, some of which are provitamin A. But cholesterol and its derivatives (7-dehydrocholestorol) also can be classified as provitamin D.

Water-soluble vitamins include 9 vitamins: vitamin B1 (thiamine), vitamin B2 (riboflavin), vitamin B5 (pantothenic acid), vitamin PP (niacin, nicotinic acid), vitamin B6 (pyridoxine), vitamin B9 (vitamin BC, folic acid ), vitamin B12 (cobalamin) and vitamin C (ascorbic acid), vitamin H (biotin)

Some vitamins are presented in the form of monocompounds (4 vitamins):

· Vitamin B1 – thiamine;

· Vitamin B5 - pantothenic acid;

· Vitamin C - ascorbic acid;

· Vitamin H – biotin.

All the other 9 vitamins are groups of compounds with similar properties:

ü Vitamin A. Two compounds with vitamin A activity are known: retinol (vitamin A1), retinal (vitamin A2). In tissues, retinol is converted into esters: retinyl palmitate, retinyl acetate and retinyl phosphate. Vitamin A and its derivatives are in the trans configuration in the body; only in the retina of the eye are cis-isomers of retinol and retinal formed.

ü Carotenoids. Carotenoids are found in almost all animals and plants, especially in organisms that develop in the light. The main carotenoids and polyenes are:

· alpha- and beta-carotenes and beta-ano-8-carotenoids;

· beta-cryptoxanthin;

· astaxanthin;

canthaxanthin;

· citroxanthin;

· neoxanthin;

violaxanthin;

· zeaxanthin;

· lutein;

· lycopene;

· phytoene;

· phytofluene.

From the point of view of physiological action, all vitamins can be divided into three main groups: vitamins with coenzyme properties, vitamins with antioxidant (antiradical) activity and vitamins with hormone-like effects (Table 1).

Table 1 Physiological classification of vitamins

It has now been established that biocatalytic activity, as a rule, does not belong to the vitamins themselves, but to the products of their biotransformation - coenzymes. Coenzymes, in turn, combine with specific proteins to form enzymes - catalysts for biochemical reactions that underlie the physiological functions of the body. The structure of many coenzymes is now known; a number of them have been obtained through chemical synthesis.

According to the anatomical-therapeutic-chemical (ATC) classification, vitamins are divided as follows:

A Digestive tract and metabolism

A11Vitamins:

· A11AMultivitamins in combination with other drugs;

· A11BMultivitamins;

· A11CVitamins A and D and their combinations;

· A11DVitamin B1 and its combinations with vitamins B6 and B12;

· A11E Vitamin B complex (including combinations with other drugs);

· A11GAAscorbic acid (vitamin C) (including combinations with other drugs);

· A11H Other vitamins;

· A11JOther vitamins in combination with other drugs.

So, we have given the main classifications of vitamins. Let's move on directly to describing their effects on our body.

1.2 Pharmacological action

Let's look at the main functions of vitamins:

Firstly, vitamins support uninterrupted operation constantly occurring metabolism in the body.

Secondly, vitamins and some microelements (selenium) perform protective function, neutralizing toxic substances entering the body from environment, so-called free radicals and carcinogens. They are main reason premature aging, cancer, cardiovascular diseases. Of particular danger is damage to nucleic acids, leading to disruption of protein synthesis, oxidation of proteins and enzymes, lipids. Cell membranes and membranes are damaged, cell division is inhibited, and wear proteins - lipofuscins - accumulate. In old age, secondary immunodeficiencies occur.

Thirdly, in order for important processes to occur in the body chemical reactions the presence of catalysts is necessary - enzymes and coenzymes, most of which include microelements (iron, chromium, zinc, copper, molybdenum, manganese, magnesium, iodine, cobalt, fluorine, etc.).

It is also necessary to consider the pharmacological action and main sources of known vitamins:

Vitamin A (retinol)

Functions: Important for vision, maintains the normal condition of the mucous membranes internal organs.

Amount required: Increase required during breastfeeding.

In case of overdose: dry and flaky skin, enlarged liver, changes in blood composition, threat of miscarriage.

How is its deficiency expressed: blurred vision, “night blindness”, keratinization of the skin and mucous membranes, disruption of the internal secretion organs.

Where it is kept. In its pure form (per 100 g of product):

Fish oil - 19 mg, butter - 0.6 mg, whole milk - 0.03 mg, cheese - 0.2 mg, sour cream - 0.2 mg, meat - 0.01 mg, beef liver - 8.2 mg, eggs - 0.35 mg.

In the form of carotene (in plant tissues, retinol is found in the form of provitamin A - carotene pigment) - per 100 g of product: red carrots - 9.0 mg, yellow carrots - 1.1 mg, red pepper - 2.0 mg, lettuce - 1 .75 mg, green pepper - 1.0 mg, sorrel - 2.5 mg, green onion - 2.0 mg, red tomatoes - 0.5 mg, tangerines - 0.1 mg, apricots - 2.0 mg, apples - 0.1 mg.

· Vitamin B1 (thiamine).

Functions: Utilization of carbohydrates.

Required amount: 1.3 - 1.9 mg per day.

How is its deficiency expressed: Vitamin B1 deficiency - otherwise “beriberi”, is fraught with muscle wasting, increased fatigue, irritability, sensitivity to cold, loss of appetite and constipation may occur.

Where it is contained: Per 100 g of product: sliced loaf made from 1st grade flour - 0.15 mg, wheat bread made from 2nd grade flour - 0.23 mg, peas - 0.81 mg, buckwheat - 0.53 mg , oatmeal - 0.49 mg, pork - 0.6 mg, beef - 0.06 mg, veal - 0.14 mg, pressed yeast - 0.6 mg.

· Vitamin B2 (riboflavin).

Functions: Functions nervous system. Protein metabolism. Height. Promotes wound healing.

Required amount: 1-3 mg per day.

How is its deficiency expressed: “jams”, inflammation of the tongue, photophobia, lacrimation and blurred vision occur.

Where it is contained: Per 100 g of product: Borodino bread - 0.31 mg, rye bread - 0.11 mg, wheat bread made from 1st grade flour - 0.08 mg, buckwheat - 0.24 mg, oatmeal - 0.06 mg, potatoes - 0.05 mg, cabbage - 0.05 mg, cow's milk - 0.13 mg, cheese - 0.3-0.5 mg, cottage cheese - 0.3 mg, meat and fish - 0.1-0, 3 mg, eggs - 0.4 mg, pressed yeast - 0.68 mg.

· Vitamin B6 (pyridoxine).

Functions: Participates in amino acid metabolism. Formation and growth of red blood cells.

Required amount: 1.5 - 3 mg per day

How is its deficiency expressed: Changes in the composition of the blood, sclerotic changes in blood vessels. Nausea, conjunctivitis may appear, hair growth slows down, and hemoglobin levels decrease.

Where it is found: In meat, liver, egg yolks, milk, wheat and buckwheat cereals, legumes.

· Vitamin B12 (cyanocobalamin).

Functions: Participates in protein metabolism, in the process of hematopoiesis, promotes the absorption of carotene by the body, improves immunity.

Required amount: 3-4 mg per day. Vitamin B12 is synthesized by intestinal microorganisms.

How is its deficiency expressed: If there are serious problems with the intestines, specific anemia may occur.

Where it is found: Meat, egg, fish, poultry, milk, roots/legume nodules (otherwise not usually found in plants).

· Vitamin B9 (folic acid).

Functions: Together with vitamin B12, it ensures normal hematopoiesis, blood clotting, and prevents atherosclerosis.

Amount required: 2-3 mg per essence.

How is its deficiency expressed: Anemia develops, gastrointestinal disorders, sensory disturbances occur.

Where it is found: In plant leaves (onions, cabbage, lettuce, spinach, parsley), yeast, liver, kidneys.

· Vitamin C (ascorbic acid).

Functions: Enriches organs with glycogen, reduces permeability vascular walls, prevents allergies, regulates the functions of the liver and pancreas, promotes blood clotting, improves the body's resistance to infections. Helps absorb non-heme iron.

Required amount: 50-70 mg per day.

How is its deficiency expressed: Lethargy, apathy, decreased ability to work, fast fatiguability, headache, pain in the heart, drowsiness, susceptibility to colds, increased bleeding gums, bruising of the skin, tooth loss. Extreme degree of vitamin C deficiency - scurvy. Fortunately, you are not a polar explorer lost in the ice.

Where it is contained: per 100 g of product: red pepper (sweet and bitter) - 250 mg, green onion (feather) - 35.0 mg, white cabbage (fresh) - 45.0 mg, cauliflower - 70.0 mg, cabbage red cabbage - 60.0 mg, white cabbage (sauerkraut) - up to 20.0 mg, green peas - 25.0 mg, cucumbers - 7-10 mg, red carrots - 5.0 mg, radishes - 25.0 mg, radish - 29.0 mg, tomatoes (red) - 39.0 mg, spinach - 55.0 mg, sorrel - 60.0 mg, black currants - 200.0 mg, red currants - 25.0 mg, rose hips (dried whole fruits) - 150.0 mg, apples (Antonovka) - 30.0 mg, lemons - 40.0 mg, tangerines - 38.0 mg, peaches - 10.0 mg.

· Vitamin P (rutin).

Functions: Ensures normal capillary permeability, lowers blood pressure, normalizes heartbeat, regulates daily urine output, participates in bile formation, increases calcium levels in the blood serum.

Amount required: Not established, but with normal nutrition the body gets enough.

How is its deficiency expressed: The fragility and permeability of capillaries increases, small bruises appear on the skin, pain in the legs and weakness are felt. fatigue, sharply reduced ability to work.

Where it is found: in citrus fruits (lemons, oranges, tangerines), red peppers, rose hips, cherries, plums, tea, buckwheat.

· Vitamin PP (nicotinamide, nicotinic acid).

Functions: Participates in metabolism, regulates carbohydrate metabolism, iron and cholesterol metabolism, affects the functional state of the central nervous, cardiovascular, digestive and hematopoietic systems, regulates pancreatic function, normalizes blood pressure, and has a beneficial effect on liver function.

Required amount: Relatively little - 15-25 mg.

How is its deficiency expressed: Weakness, malaise, insomnia, memory loss, headache, dizziness, loss of appetite, drooling, thirst, burning in the mouth, pain in the extremities.

Where it is contained: per 100 g of product: white bread made from 2nd grade flour - 3.1 mg, white bread made from 1st grade flour - 1.5 mg, rye bread - 0.67 mg, buckwheat - 4.3 mg, oatmeal - 1.1 mg, beans - 2.1 mg, potatoes - 0.4 mg, cabbage - 0.4 mg, cow's milk - 0.1 mg, meat, fish - 2-6 mg, eggs - 0.3 mg, pressed yeast - 11.4 mg.

· Vitamin D (cholecalciferol).

Functions: Influences intracellular oxidative processes, regulates mineral metabolism (especially calcium-phosphorus), maintains a constant level of calcium and phosphorus in the blood, promotes calcium deposition in bones, normalizes the function of the endocrine glands, especially the parathyroid.

Required amount: 0.001 mg

How is its deficiency expressed: Children develop rickets, a predisposition to which appears even before birth.

Where it is found: in butter, cream, sour cream, milk, yolks, liver and, especially, fish oil. It is synthesized in the human body upon exposure to the sun.

· Vitamin E (tocopherol).

Functions: Necessary for strengthening muscles, maintaining healthy skin, regulating the hormonal system (by the way, helps to get used to pregnancy).

Required amount: 3-15 mg per day

How is its deficiency expressed: Oxidative processes slow down, the metabolism of carbohydrates, proteins and fats, and enzyme systems are disrupted, the production of sex hormones decreases, and secondary sexual characteristics degenerate; gradually this process becomes irreversible.

Where found: in vegetable oil, meat, eggs, grains and nuts.

· Vitamin K.

Functions: Provides blood clotting, participates in the formation of proteins that promote calcium deposition in bones.

Required amount: 0.2 - 0.3 mg per day.

How is its deficiency expressed: Blood clotting is impaired, which leads to bleeding gums, stomach and other bleeding.

Where it is found: independently synthesized by bacteria in the large intestine

Point in twenty years of discussions about medicinal effect Vitamin supplements have still not been supplied. Available today clinical trials not enough to put vitamin preparations in “pacifiers”. Whether the global pharmaceutical industry is interested in such research is a separate question.

The simplest and the right way enrich your body with vitamins - completely give up cigarettes and alcohol. Scientists have proven that smokers and drinking people suffer from vitamin deficiencies 30-40 percent more than those who lead a healthy lifestyle.

1.3 Medical use

Vitamin preparations have a very wide application:

· during pregnancy;

· for older people;

· for immunity;

· for vision;

· for children;

· in dentistry;

· for allergies;

· for depression.

Use during pregnancy.

Expectant mothers experience an increased need for vitamins, primarily vitamins A, C, B1, B6, and folic acid. It is necessary that a woman’s body is provided with all these micronutrients even before conceiving a child and throughout the entire period of pregnancy and lactation. This will save the mother and her child from many troubles and complications.

It should be remembered that during planning and management of pregnancy one must be very careful when taking vitamin A or retinol. In high dosages, this vitamin can have a teratogenic effect and provoke the development of various abnormalities in the fetus. Therefore, it is very important during pregnancy management and planning to be careful about the doses of this vitamin. The permissible dosage of vitamin A for pregnant women is 6600 IU or 2 mg per day.

Insufficient supply of vitamins to a woman during the period of conception and pregnancy can cause congenital developmental anomalies, malnutrition, prematurity, and disorders of the physical and mental development of children. That is why, when planning a pregnancy, you need to think about taking multivitamin complexes.

Use for the elderly.

With age, changes occur in the human body that require a restructuring of nutrition. In older people, the absorption capacity of food ingredients is reduced, and energy metabolism is also reduced. In addition, chronic diseases and taking medications lead to the fact that a person regularly does not receive the substances he needs, primarily vitamins, minerals and trace elements. It has been shown that 20-30% of older people have intakes of, for example, vitamin B6 below the recommended level. And the blood levels of vitamins B1 and B2 are much lower than normal in a significant number of elderly people. Vitamins are especially important for patients undergoing treatment in hospitals. Almost a third of all patients in US clinics suffer from hypo- and vitamin deficiencies. Vitamin E deficiency was found in 80% of elderly patients, vitamin C in 60%, and vitamin A in up to 40%. On the other hand, older people who regularly take vitamin supplements lead a more active lifestyle, as evidenced by numerous medical and social studies.

Use to strengthen the immune system.

The immune system protects us from the effects of external adverse factors; it is a kind of “line of defense” against the aggressive action of bacteria, fungi, viruses, etc. Without a healthy and effectively functioning immune system, the body weakens and is much more likely to suffer from viral and bacterial infections.

The immune system also protects the body from its own cells, which have disturbed organization and have lost their normal characteristics and functions. It finds and destroys such cells that are potential sources of cancer.

It has long been known that vitamins are necessary for the formation immune cells, antibodies and signaling substances involved in the immune response. The daily need for vitamins may be small, but the normal functioning of the immune system and energy metabolism depend on the supply of vitamins. This is why vitamin deficiency accelerates the aging of the body and increases the incidence of infectious diseases and malignant tumors, which significantly reduces the duration and quality of life.

Vitamin E deficiency reduces antibody formation and lymphocyte activity. A decrease in antibody production is also possible with a deficiency of vitamins A, B5 (pantothenic acid), B9 ( folic acid) and H (biotin). Folic acid deficiency reduces the speed of the immune system's response to foreign factors. Vitamin A deficiency weakens immune system body when foreign proteins enter the body. Vitamin B12 deficiency reduces the power of the immune defense response and reduces its ability to kill foreign cells. Vitamin B6 deficiency reduces the ability of neutrophils to digest and destroy bacteria.

And vice versa:

· B vitamins help stimulate the immune system during times of stress, surgery or injury.

· Taking multivitamins containing vitamins A, C, D, E, B6 helps strengthen the immune system and prevent colds viral diseases.

· Vitamin B6 stimulates the synthesis of nucleic acids, which are necessary for cell growth and the production of antibodies to fight infection.

· Vitamin C or ascorbic acid increases the activity of macrophages in the fight against infectious agents.

· Taking vitamin E increases resistance to disease in all age groups, and it is especially useful for elderly patients.

· It has been proven that children to whom their parents regularly give vitamins are less likely to suffer from common infectious diseases, acute respiratory infections, otitis media, and sinusitis.

An important part of the prevention of acute respiratory infections and flu during the season of increased incidence is taking multivitamins. This will help avoid illness, support your body, and improve immunity.

Careful attention should be paid to choosing the appropriate and effective drug.

Experts recommend taking medications that contain the entire spectrum of vital important vitamins, and, no less important, the complex must be of high quality and well balanced in dosage. This will guarantee the effectiveness and safety of the drug. High quality and optimal dosages of vitamins can significantly reduce the risk allergic reactions, which, unfortunately, are often found in Lately, and this, in turn, will provide the opportunity to carry out a complete preventive course.

Application for children.

Today, as always, at appointments with pediatricians, parents very often ask the question about the need to take vitamins or, conversely, the lack thereof, about the effectiveness and safety of using certain vitamin complexes in their children, as well as about what kind of vitamins they should use. should be preferred and why.

The content of vitamins in the diet may vary and depends on various reasons: depending on the variety and type of products, methods and periods of their storage, the nature of the technological processing of the food. Eating canned foods also creates big problem in this plan. Drying, freezing, mechanical processing, storage in metal containers, pasteurization and many other achievements of civilization reduce the content of vitamins in foods. After three days of storing food, the percentage of vitamins decreases significantly. But on average, for 9 months or more a year, residents of our country eat vegetables and fruits that are frozen, stored for a long time, or grown in greenhouses. Storing cabbage at room temperature for 1 day entails a loss of vitamin C by 25%, 2 days - 40%, 3 days - 70%. When frying pork, the loss of vitamin B is 35%, stewing - 60%, boiling - 80%.

Insufficient intake of vitamins from food leads to the development of hypovitaminosis, which does not have a clearly defined clinical picture. Their signs may include nonspecific symptoms such as fatigue, general weakness, decreased concentration, decreased performance, poor resistance to infections, increased irritability, changes in the condition of the skin and mucous membranes.

Use for allergies.

The relevance of the allergy problem is increasing every day. Allergic diseases rank first in prevalence among all non-communicable diseases. And the number of patients suffering from allergies has tripled in the last decade alone.

Patients with allergic diseases are one of the risk groups for the development of hypovitaminosis. Particularly significant vitamin deficiencies are experienced by patients with food allergies and atopic dermatitis, which is caused by several reasons:

First of all, hypovitaminosis is provoked by elimination measures (as one of the main methods of therapy) aimed at eliminating the effects of allergens, including, among other things, a nonspecific and/or specific hypoallergenic diet consisting of a limited list of foods. This naturally leads to the fact that the child’s daily need for vitamins is not met.

In addition, most people with allergic diseases, especially with atopic dermatitis, suffer from dysbiosis, which disrupts the absorption of vitamins from food, as well as the endogenous synthesis of B vitamins, which aggravates the manifestations of hypovitaminosis.

All of the above leads to an increased need for vitamins in children and adults with various allergopathologies.

Despite the obvious need for vitamin therapy, numerous dosage forms of vitamins and multivitamins, the choice of these drugs in patients with allergic diseases is usually difficult. The reason is the risk of allergic reactions to the auxiliary components of multivitamin complexes from certain manufacturers and to the vitamins themselves, mainly group B. This often leads to an unreasonable refusal to prescribe multivitamins to this group of patients by both allergists and pediatricians, and, as a consequence, aggravation of hypovitaminosis.

Application in dentistry.

Vitamins and related drugs are widely used for the prevention and as part of complex therapy for diseases of the maxillofacial area. Exhibiting high biological activity in very small doses, they are necessary for normal cellular metabolism and tissue trophism, plastic metabolism, energy transformation, normal functioning of all organs and tissues, maintaining such vital important functions such as tissue growth and regeneration, reproduction, immunological reactivity of the body.

The main source of vitamins in the human body is food. Some vitamins (groups B and K) are synthesized by the microflora of the large intestine or can be formed in the human body during metabolism from organic substances of similar chemical composition (vitamin A - from carotene, vitamin D - from sterols in the skin under the influence of ultraviolet rays, vitamin PP - from tryptophan). However, the synthesis of vitamins in the body is insignificant and does not cover the total need for them. Fat-soluble vitamins can linger in body tissues, and most water-soluble vitamins(with the exception of vitamin B12) are not deposited, so their lack quickly leads to deficiency and they must be entered into the body systematically.

So, we can conclude that it is necessary to use vitamins to prevent many diseases.

Chapter 2. Marketing research of vitamin preparations from the pharmacy Pharmacy House LLC

2.1 Overview of the Russian market for medicines of the “vitamins” group

If we review the Russian pharmaceutical market over the past 10 years, we can observe a fairly clear dependence of the sales level on the season. Traditionally, the winter-spring season (January-April) is the most successful for some groups of drugs. Regular participants in retail sales ratings are drugs from groups R05 (cold and cough medicines) and A11 (vitamins).

The “Vitamins” group (2nd level ATC group A11_EphMRA) includes several pharmaceutical groups: monovitamins, multivitamins, vitamin-mineral complexes. Today, in the retail sector of the Russian pharmaceutical market there are about 480 trade names of drugs related to vitamins. In the same sector, there are about 270 types of dietary supplements, related in their composition and action (by positioning method) to vitamins (sources of mono- and multivitamins). In total, the retail sector is represented by 750 brand names of vitamins.

The volume of the vitamin (medicine) market in the Russian Federation at the end of 2008 amounted to $298 million (in consumer prices), which indicates an increase (4.17%) compared to the level of 2007. Sales of vitamins in physical terms (packages) fell by 11 ,8%.

Based on the results of the first four months of 2009, the volume of the Russian medicinal vitamin market amounted to $138.8 million (in consumer prices), which ensured an increase in sales value by 19% compared to the same period in 2008; Thus, the share of this segment was 4.32% in the total volume of the drug market for the same period.

It is also necessary to note the downward trend in sales of vitamins in physical terms with an increase in sales volumes. This trend is noted when assessing the vitamin market as a whole in Russia. According to our assessment, this is due, first of all, to the displacement of cheap products (mono- and multivitamins) by more expensive multimineral complexes. The second reason is the gradual transition of manufacturers to the production of packages with a large number of blisters or capsules, which provides the possibility of longer administration and, accordingly, reduces the need to re-purchase drugs.

In the Russian Federation in the top three among brands vitamins by share in group A11 during the study period included “Vitrum” (share of the retail market for drugs of vitamins in the Russian Federation - 17.87%); “Complivit” (11.28 and 11.08%, respectively); TM “Multi-tabs” was in 3rd position in terms of share in the Russian retail vitamin market (8.87%). Noteworthy is the significant increase in the vitamin market share (compared to 2008) of TM “Selmevit” (“Pharmstandard-Ufavita”).

Among the TOP3 corporations, the leader is Unipharm Inc. with a share of the Russian vitamin market of 18.13%; the second position is occupied by Pharmstandard (15.00%); in 3rd place is Bayer Healthcare (12.01%).

In 2010, growth in this group of medicines is planned by 12.3% compared to 2009.

2.2 Analysis of the assortment nomenclature of Pharmacy House LLC

The pharmacy's range of vitamin preparations is quite wide and includes 29 items (Appendix 1).

During the analysis, we will calculate the assortment indicators:

1. Structure of the drug assortment - the share of individual groups in the total number of drug items

Share % = A g / Ao x 100%,

Where A g is the number of names of drugs in this group,

Ao - the total number of drug items.

Share% = 29/1578*100%=1.84%

2. Degree of renewal (U 0);

У 0 = t/А 0,

Where m is the number of names of new drugs that appeared in the pharmacy during Last year,

And 0 is the total number of drug items.

U 0 =2/29=0.069

3. Coefficient of completeness of the drug assortment (K p):

K p = P fact / P base,

Where P fact is the number of names of dosage forms of one drug or one FTG available in a pharmaceutical organization,

P bases - the number of names of dosage forms of this drug or this FTG, approved for use in the country.

K p =29/54=0.54

4. Degree (completeness) of use of the range of drugs:

P u = a/Ax100%, where

A - number of names of medicinal products of one drug
or one FTG that is in demand in a pharmaceutical organization.

A – the number of names of dosage forms of one drug or one FTG available in a pharmaceutical organization

P and =28/29*100%=96.55%.

Having analyzed the results obtained, we can conclude that high level range of antihypertensive drugs.

Today, the market is overflowing with vitamin preparations; they have different components and forms; it is quite difficult to determine which preparations are worth buying. We looked at the most common, most affordable vitamins, compared them by price range, components, and other general factors to determine significance and provide specific formulations.

In the study, only those vitamin preparations that were available in the pharmacy of LLC “Pharmacy House” in Belgorod were analyzed - vitamin preparations of domestic and foreign production (Table 2, Fig. 1, 2).

Table 2 Structure of the range of vitamin preparations by production principle

Item no.	Manufacturer country	quantity		rating
Item no.	Manufacturer country	Total	Share, %	rating
1.	Russia	17	58,6
Foreign countries including:			41,4
2	Slovenia	3	10,5	1
3	Ukraine	2	6,9	2
4	Kazakhstan	2	6,9	2
5	Great Britain	2	6,9	2
6	Belarus	1	3,4	3
7	Lithuania	1	3,4	3
8	Estonia	1	3,4	3

Fig.1. Analysis of vitamin preparations of foreign and domestic production

Vitamins included in the composition various drugs, registered as biologically active food additives, in this study were not considered by us.

Fig. 2 Diagram of the range of vitamin preparations by country of origin

The structure of the range of vitamin preparations by type of dosage form is presented in Table 3 and Fig. 3.

Table 3 Structure of the range of vitamin preparations by type of dosage form

Dosage forms	Quantity
Dosage forms

Pills	10	34,5
Dragee	6	20,7
Pastilles	1	3,4
Capsules	1	3,4

Syrup	1	3,4
for injection
Injection	9	31,2
Powder	1	3,4

Fig.3. Diagram of the structure of the range of vitamin preparations by type of dosage forms

As can be seen from the diagram, the largest percentage of drugs are solid dosage forms; tablets (55.56%) and dragees (33.33%) predominate, and lozenges and capsules each make up 5.56% of the total. total number solid dosage forms (Fig. 4).

Fig.4. Diagram of the structure of the assortment of solid vitamin preparations

In the range of antihypertensive drugs based on composition active ingredients there are monocomponent and combined, containing several components (Table 4)

Table 4 Structure of the range of antihypertensive drugs by composition existing funds

As can be seen from Table 3, the range of vitamin preparations is formed mainly combination drugs, their share in the structure is 75.86%. The share of monocomponent drugs is 24.14% (Fig. 5).

Fig.5 Structure of vitamin preparations according to the composition of active ingredients

The macrocontour (Fig. 6) of the assortment of vitamin preparations of Pharmacy House LLC has the following characteristics:

produced in Russia - 58.6%.

Fig.6. Macro-contour of the assortment of vitamin preparations of Pharmacy House LLC

2.3 Marketing analysis of vitamin preparations of Pharmacy House LLC

Marketing research was carried out on the basis of documents from Pharmacy House LLC on the movement of goods for the period of the first quarter of 2009 (Appendix 2). According to the study, a socio-demographic portrait of the consumer of vitamin preparations was compiled. The main characteristics of the description of respondents were: gender, age, social class, level of education.

The majority of vitamin consumers are women. They make up 67% of the total number of respondents. Among consumers, people aged 31 to 50 predominate - 42%. If we talk about social status, the majority are employees (41%) and pensioners (28%). Students and students make up only 11% (Fig. 7).

Fig. 7 Consumer portrait diagram

A small percentage of students among buyers of vitamin preparations may indicate a lack of knowledge about the importance of vitamins in prevention various diseases and increasing health potential among people young.

Entrepreneurs and unemployed people also took part in the survey.

The majority of all pharmacy visitors we surveyed had professional education(81%), including higher and incomplete higher education (49%).

The following factors were identified for respondents influencing the choice of vitamin preparations:

Other (annotations on vitamin preparations, specialized reference books, medical literature, etc.).

The survey results showed that 62% of pharmacy visitors buy vitamins on the recommendation of a pharmacist, (38%) on the recommendation of a doctor (Fig. 8).

Rice. 8. Recommendation selection diagram

The study of factors influencing the choice of vitamin preparations was also carried out taking into account the age of the respondents. It was found that among consumers of different age groups, the dominant factors when choosing vitamin products are almost the same. However, with age, the influence of doctor's recommendations when purchasing vitamins increases from 19% in people over 20 years old to 32% in people over 50 years old. At the same time, there is a slight decrease in the importance of the pharmacist’s recommendations from 42 to 32%. However, the largest number of pharmacy visitors in each age group (35-42%) buy vitamin preparations, still guided by the recommendations of the pharmacist.

Recommendations and advice from acquaintances and friends remain important in choosing vitamins, especially among younger people (22%). Advertising in the media has a greater impact on middle-aged people (20%). Among various types of advertising, consumers reported the greatest impact of television commercials.

One of the sections of the study was to determine the frequency of purchases of vitamin preparations.

Since vitamins are usually used to prevent various seasonal diseases, their purchase is also seasonal. Vitamin supplements are taken more often from late autumn to spring; the summer period is characterized by a decline in the use of vitamin supplements.

It was found that regardless of the time of year, consumers most often buy domestically produced vitamins. According to the results of the survey, this is due to the fact that, as a rule, foreign-made vitamins are 3-4 times more expensive than domestic ones.

Basically, respondents participating in the study noted that they most often take vitamin preparations for the purpose of prevention, and only about 10% of respondents use them as a means for complex treatment of a certain type of disease as prescribed by a doctor. These facts oblige pharmacists and pharmacists to constantly improve their knowledge to provide effective pharmaceutical care.

The majority of respondents buy vitamin preparations for preventive purposes approximately once every 3-4 months. Attention should be paid to those consumers who buy vitamins monthly (36% of respondents under the age of 30; 23% under the age of 50 and 15% under the age of 70), they need to be informed about compliance with dosages and rules for taking vitamins to avoid possible unwanted effects(this especially applies to fat-soluble vitamins).

People over 50 years of age are less likely to buy vitamin products, and 7% of respondents do not buy vitamins at all and do not use them for preventive purposes. This is the most financially and socially vulnerable category of consumers.

In general, the data obtained show that the majority of respondents are aware of the importance and necessity of improving health, including through taking vitamins.

The study of consumer preferences in choosing vitamin products was carried out taking into account the positioning of vitamins by groups.

In accordance with the data of the State Register of Medicines, vitamin products are positioned in groups:

Monovitamins;

Multivitamins (PV);

Multivitamins + multiminerals (PV + Me);

Multivitamins + biologically active substances (PV + BAS);

Vitamins of domestic and foreign production;

Vitamins from manufacturing companies.

Consumers of vitamin supplements for preventive purposes buy monovitamin preparations more often (68%), although the majority of respondents would prefer to take poly vitamin complexes, but they are usually much more expensive, which makes them less accessible (Fig. 9).

Fig.9. Diagram of consumption of poly- and monovitamins

From the group of monovitamins, the greatest demand was ascorbic acid (49%), mainly domestically produced, and Asvitol (37%), which was widely advertised in the media (Fig. 10).

Fig. 10. Demand diagram for monovitamin preparations

When purchasing multivitamin preparations, preference was given to multivitamins with minerals (62%), often foreign-made. Almost half as many people buy simple multivitamin complexes (34%).

Fig. 11. Demand diagram for multivitamin preparations

The least popular are multivitamin complexes with biologically active substances (4%) (Fig. 11).

When analyzing sales volumes of vitamins from domestic and foreign manufacturers, it was noted that among domestically produced vitamins, monovitamin preparations are in great demand (65%). Among foreign-made vitamins, consumers prefer to buy multivitamins with multiminerals (68%) and multivitamin complexes (25%). People buy multivitamins with dietary supplements less often active substances, for example, from medicinal plant materials (4%).

Considering that the range of multivitamin preparations in a pharmacy averages 29 items, the ten most purchased drugs were selected to identify preferences in the use of multivitamins. Among foreign-made multivitamins, the top ten most purchased included (in descending order) Vitrum, Centrum, Duovit, Makrovit; among domestic ones, the leader is Complivit, as well as Revit, Undevit, Aerovit, Hexavit, Kvadevit. People often buy Gendevit, Decamevit, Oligovit, Vitacharm, Pikovit, Multi-tabs classic, Jungle, but they are not included in the top ten.

Young people more often buy Vitrum, Centrum (15 and 14%, respectively), among domestic multivitamins - Revit, Complivit (13 and 10%, respectively), Aerovit, Duovit. Among foreign multivitamins, middle-aged respondents also prefer Vitrum (13%) and Centrum (9%), as well as Duovit, Makrovit (8 and 6%, respectively); among domestic multivitamins, they mainly buy Complivit, Revit, Undevit (16. 11 and 6% respectively). People over 50 years old buy foreign multivitamins in very small quantities: Duovit - 2%, Centrum, Vitrum - 1-2%, among domestic multivitamins Undevit is the leader - 19%, they often buy Complivit, Revit - 17 and 14%, as well as Kvadevit, Decamevit, Aerovit, Gendevit - about 7% each drug (Fig. 12).

Rice. 12. Diagram of age-related vitamin intake

The results of segmentation and identified consumer preference factors make it possible to determine trends in the formation of consumer demand and create a more effective assortment of this group of drugs in each pharmacy.

2.4 Positioning of vitamin preparations in the pharmacy of LLC "Pharmacy House"

Our survey of consumers of vitamin preparations showed the need to provide the population with additional information about the rational use of vitamin medications, especially with regard to multicomponent vitamin complexes. Pharmacists and pharmacists, when providing consulting services, must clearly understand the purpose for which multivitamins are required and what therapeutic and prophylactic effects need to be achieved. To do this, all multivitamin preparations should be clearly systematized. Based on the composition and therapeutic and prophylactic effects of vitamin preparations, we propose to position multivitamin complexes depending on the purpose and purposes of their use.

The group of multivitamins for the prevention of hypovitaminosis includes multivitamin complexes, in which doses of vitamins, macro- and microelements should not exceed their daily requirements. This group of multivitamins can be used for preventive purposes in cases of unbalanced nutrition, increased physical and emotional stress.

Multivitamins for the treatment of hypovitaminosis and other diseases include vitamin complexes in which the content of vitamins exceeds their daily requirement tens of times. Multivitamin preparations of this group are used in the treatment of vitamin deficiencies, deep hypovitaminosis, complex therapy of various diseases and should be prescribed by a doctor.

The group of multivitamins for children, pregnant women, and the elderly includes specially developed complexes that take into account the doses, dosage forms and characteristics of each group for which they are intended. These multivitamin preparations can be used prophylactically or therapeutic purpose depending on the doses of the components included in them.

Multivitamins of the targeted action group are represented by complexes enriched with those micro- or macroelements (iron, iodine, calcium), the lack of which in the human body can cause corresponding diseases. Depending on the doses of the components they contain, these multivitamins can be used for prevention purposes or in complex treatment of various pathological conditions. Please note that multivitamin complexes that increase nonspecific factors of the body's defense, including nonspecific immunoresistance, contain vitamins and microelements with antioxidant action (vitamins E, C, A, etc., trace elements zinc, selenium, copper). Multivitamins of this group should be taken for preventive purposes or during treatment to increase the body's defenses, for example, when the body is exposed to various unfavorable factors.

Conclusion

Vitamins have unique properties. They can reduce or even completely eliminate the side effects of antibiotics and other drugs and generally undesirable effects on the human body. Therefore, deficiency of vitamins or their complete absence, as well as excess vitamins can not only adversely affect the human body, but also lead to the development of serious diseases.

Any disease is a test for the body, requiring the mobilization of defenses and increased consumption of biologically active substances, including vitamins. Therefore, a diet rich in vitamins is beneficial for every patient. At the same time, certain groups of vitamins have the most pronounced effect in the prevention and treatment of certain diseases. Of course, before you start taking this or that vitamin preparation, you should consult your doctor, since each case of the disease has its own characteristics, and the use of vitamins is only part of the treatment.

Based on the results of the analysis, Pharmacy House LLC compiled a macro outline of the assortment of vitamin preparations, which has the following characteristics:

In terms of composition, these are mainly combination drugs – 75.86% of the range;

Available in the form of solid dosage forms - 62%, among which tablets predominate - 55.56%;

Produced in Russia – 58.6%.

Also, based on the results of the marketing analysis, a marketing portrait of the buyer was compiled, which will allow the company to operate more successfully in the drug market in the future.

Bibliography

1. Vasnetsova O.A. “Medical and pharmaceutical merchandising”

2. Gneusheva I.A., Nifanyev E.O. Self-inspection of a pharmacy // New Pharmacy. N 8. 2001

3. Gneusheva I.A. GPP - good pharmacy practice // New Pharmacy. N 3, 2001.

4. Druzhinina P.V., Novikova L.F., Lysikova Yu.A. "Fundamentals of nutrition"

5. Nozdreva R.B., G.D. Krylova, M.I. Sokolova, "Marketing": Textbook, workshop and educational complex on marketing /

6. Raymond E. Hamilton. Materials international conference according to GMP. M. 1996.

7. http://www.esus.ru/php/content.php

8. http://www.medafarm.ru

Annex 1

Characteristics of vitamin preparations according to FTG, presented at Pharmacy House LLC

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International generic name INN	Trade names	Dosage form	Manufacturer	Registration number
Aevit	Aevit	in capsules	Russia	74/552/8
Ascorbic acid	Ascorbic acid	solution in ampoules 5% 1ml No. 10	Ukraine	RK-LS-5№003201
		solution in ampoules 10% 10ml No.	Russia	RK-LS-5№001856
		dragee 0.05g No.	Russia	RK-LS-5№001946
		tablets 50 mg No. 10	Russia	RK-LS-5№007696
		solution for injection in ampoules 10% 2ml No. 10	Kazakhstan	RK-LS-3№003970
		injection solution 5% 2ml No. 10	Russia	RK-LS-5№005264
		tablets 0.025g No. 10	Russia	RK-LS-5№005279
		powder in a bag 2.5g No.	Kazakhstan	RK-LS-3№005673
Ascorbic acid+Rutoside	Ascorutin	tablets No. 50	Russia	R No. 000847/01-2001
Vitasharm	VITACHARM	pills	Russia	99/382/10
Hexavit	Hexavit	dragee No. 50	Russia	RK-LS-5№004795
Duovit	Duovit	dragee No. 40	Slovenia	RK-LS-5№006682
Complivit	"COMPLIVIT® IRON"	film-coated tablets	Russia	P No. 002961/01
Colecalciferol+Calcium carbonate	COMPLIVIT® CALCIUM D3	chewable tablets [orange].	Russia	LS-002258
Pikovit (PIKOVIT FORTE)	Pikovit forte	lozenges	Slovenia	P No. 013746/01-2002
Pikovit (PIKOVIT FORTE)	Pikovit	sir. 150ml	Slovenia	P No. 013746/01
Pyridoxine	Pyridoxine hydrochloride	injection solution in ampoules 5% 1ml No.	Russia	RK-LS-5№001952
Pyridoxine	Pyridoxine hydrochloride tablets	tablets 0.01 No.	Russia	RK-LS-5№002460
Revit	Revit	dragee	Ukraine	010954
Selmevit	Selmevit Selmevit No. 30	film-coated tablets	Russia	2000/114/8
SUPRADYN	Supradyn	dragee etc. No. 30	Great Britain	P No. 011846/01-2000
SUPRADYN	SUPRADYN	table thorn. No. 10	Great Britain	P No. 016098/01
Thiamine chloride	Thiamine chloride solution for injections 5%	injection solution (ampoules) 5% - 1 ml	Lithuania	P-8-242 No. 010053
Undevit	Undevit	dragee No. 50	Russia	RK-LS-5№005101
Cyanocobalamin	Cyanocobalamin solution for injection in ampoules 0.2 mg/ml No. 10	solution for injection in ampoules 0.2 mg/ml No. 10	Estonia	RK-LS-5№000853
Cyanocobalamin	solution for injection in ampoules 500 µg/ml 1 ml No. 10	solution in ampoules 500 µg

Introduction

Chapter 1. General characteristics of vitamin preparations

1.3 Medical use

Chapter 2. Marketing research of vitamin preparations from the pharmacy Pharmacy House LLC

Conclusion

Bibliography

The purpose of this course work is to study vitamin preparations, as well as to conduct marketing research on vitamin preparations at Pharmacy House LLC.

Based on the goal, in this course work it is necessary to solve the following problems:

Consider the concept and classification of vitamins;

Determine the pharmacological action of this group of drugs;

Study the main areas of use of vitamin preparations in medicine;

Consider the trends in the vitamin preparations market;

Conduct an analysis of the assortment nomenclature of Pharmacy House LLC;

Conduct marketing analysis and identify the buyer’s marketing profile;

Consider the mechanism for positioning vitamin preparations in Pharmacy House LLC.

The object of the study is Pharmacy House LLC.

The subject of research in this course work is the mechanisms for conducting marketing analysis in pharmacies.

The information base for writing this work is reference literature, special literature on the discipline, periodical literature on the issues under study, as well as Internet resources.

1.1 Concept and classification of vitamins

They are not a supplier of energy for the body and do not have significant plastic significance. However, vitamins play a vital role in metabolism.

The concentration of vitamins in tissues and the daily need for them are small, but with insufficient intake of vitamins into the body, characteristic and dangerous pathological changes occur.

Vitamins are classified according to their physical and chemical properties.

Thus, according to chemical classification, vitamins are divided into:

· Aliphatic;

· Alicyclic;

· Aromatic;

· Heterocyclic;

According to physical properties - to:

· Water soluble;

· Fat soluble.

In 1956, a unified international nomenclature of vitamins was adopted.

As a result, instead of just one name “vitamin B”, names from “vitamin B1” to “vitamin B14”, etc. are now used to designate various “B complex vitamins”.

· a nicotinic acid;

· nicotinamide;

· para-aminobenzoic acid;

lgezoinositol;

xanthopterin;

· linoleic;

· linolenic and arachidonic acids;

· catechin;

· epicatechia;

· hesperidin;

· hesperetin.

Those. chemical compounds with long-established names.

Now let's turn to physical classification.

Some vitamins are presented in the form of monocompounds (4 vitamins):

· Vitamin B1 – thiamine;

· Vitamin B5 - pantothenic acid;

· Vitamin C - ascorbic acid;

· Vitamin H – biotin.

All the other 9 vitamins are groups of compounds with similar properties:

Vitamin A. Two compounds with vitamin A activity are known: retinol (vitamin A1), retinal (vitamin A2). In tissues, retinol is converted into esters: retinyl palmitate, retinyl acetate and retinyl phosphate. Vitamin A and its derivatives are in the trans configuration in the body; only in the retina of the eye are cis-isomers of retinol and retinal formed.

Carotenoids. Carotenoids are found in almost all animals and plants, especially in organisms that develop in the light. The main carotenoids and polyenes are:

· alpha- and beta-carotenes and beta-ano-8-carotenoids;

· beta-cryptoxanthin;

· astaxanthin;

canthaxanthin;

· citroxanthin;

· neoxanthin;

violaxanthin;

· zeaxanthin;

· lutein;

· lycopene;

· phytoene;

· phytofluene.

Table 1 Physiological classification of vitamins

According to the anatomical-therapeutic-chemical (ATC) classification, vitamins are divided as follows:

A Digestive tract and metabolism

- A11Vitamins:

· A11AMultivitamins in combination with other drugs;

· A11BMultivitamins;

· A11CVitamins A and D and their combinations;

· A11DVitamin B1 and its combinations with vitamins B6 and B12;

· A11E Vitamin B complex (including combinations with other drugs);

· A11GAAscorbic acid (vitamin C) (including combinations with other drugs);

· A11H Other vitamins;

· A11JOther vitamins in combination with other drugs.

So, we have given the main classifications of vitamins. Let's move on directly to describing their effects on our body.

1.2 Pharmacological action

Let's look at the main functions of vitamins:

Firstly, vitamins support the smooth functioning of the constantly occurring metabolism in the body.

Secondly, vitamins and some microelements (selenium) perform a protective function, neutralizing toxic substances that enter the body from the environment, the so-called free radicals and carcinogens. They are the main cause of premature aging, cancer, and cardiovascular diseases. Of particular danger is damage to nucleic acids, leading to disruption of protein synthesis, oxidation of proteins and enzymes, lipids. Cell membranes and membranes are damaged, cell division is inhibited, and wear proteins - lipofuscins - accumulate. In old age, secondary immunodeficiencies occur.

Thirdly, in order for important chemical reactions to occur in the body, it is necessary to have catalysts - enzymes and coenzymes, most of which include microelements (iron, chromium, zinc, copper, molybdenum, manganese, magnesium, iodine, cobalt, fluorine, etc. .).

It is also necessary to consider the pharmacological action and main sources of known vitamins:

Vitamin A (retinol)

Functions: Important for vision, maintains the normal condition of the mucous membranes of internal organs.

Amount required: Increase required during breastfeeding.

In case of overdose: dry and flaky skin, enlarged liver, changes in blood composition, threat of miscarriage.

How is its deficiency expressed: blurred vision, “night blindness”, keratinization of the skin and mucous membranes, disruption of the internal secretion organs.

Where it is kept. In its pure form (per 100 g of product):

Fish oil - 19 mg, butter - 0.6 mg, whole milk - 0.03 mg, cheese - 0.2 mg, sour cream - 0.2 mg, meat - 0.01 mg, beef liver - 8.2 mg, eggs - 0.35 mg.

· Vitamin B1 (thiamine).

Functions: Utilization of carbohydrates.

Required amount: 1.3 - 1.9 mg per day.

· Vitamin B2 (riboflavin).

Functions: Functions of the nervous system. Protein metabolism. Height. Promotes wound healing.

Required amount: 1-3 mg per day.

How is its deficiency expressed: “jams”, inflammation of the tongue, photophobia, lacrimation and blurred vision occur.

· Vitamin B6 (pyridoxine).

Functions: Participates in amino acid metabolism. Formation and growth of red blood cells.

Required amount: 1.5 - 3 mg per day

Where it is found: In meat, liver, egg yolks, milk, wheat and buckwheat cereals, legumes.

· Vitamin B12 (cyanocobalamin).

Functions: Participates in protein metabolism, in the process of hematopoiesis, promotes the absorption of carotene by the body, improves immunity.

Required amount: 3-4 mg per day. Vitamin B12 is synthesized by intestinal microorganisms.

How is its deficiency expressed: If there are serious problems with the intestines, specific anemia may occur.

Where it is found: Meat, egg, fish, poultry, milk, roots/legume nodules (otherwise not usually found in plants).

· Vitamin B9 (folic acid).

Functions: Together with vitamin B12, it ensures normal hematopoiesis, blood clotting, and prevents atherosclerosis.

Amount required: 2-3 mg per essence.

How is its deficiency expressed: Anemia, gastrointestinal disorders develop, and sensitivity disorders occur.

Where it is found: In plant leaves (onions, cabbage, lettuce, spinach, parsley), yeast, liver, kidneys.

· Vitamin C (ascorbic acid).

Functions: Enriches organs with glycogen, reduces the permeability of vascular walls, prevents allergies, regulates the functions of the liver and pancreas, promotes blood clotting, improves the body's resistance to infections. Helps absorb non-heme iron.

Required amount: 50-70 mg per day.

How is its deficiency expressed: Lethargy, apathy, decreased ability to work, fatigue, headache, pain in the heart, drowsiness, susceptibility to colds, increased bleeding gums, bruising of the skin, tooth loss. Extreme degree of vitamin C deficiency - scurvy. Fortunately, you are not a polar explorer lost in the ice.

· Vitamin P (rutin).

Amount required: Not established, but with normal nutrition the body gets enough.

Where it is found: in citrus fruits (lemons, oranges, tangerines), red peppers, rose hips, cherries, plums, tea, buckwheat.

· Vitamin PP (nicotinamide, nicotinic acid).

Required amount: Relatively little - 15-25 mg.

How is its deficiency expressed: Weakness, malaise, insomnia, memory loss, headache, dizziness, loss of appetite, drooling, thirst, burning in the mouth, pain in the extremities.

· Vitamin D (cholecalciferol).

Required amount: 0.001 mg

How is its deficiency expressed: Children develop rickets, a predisposition to which appears even before birth.

Where it is found: in butter, cream, sour cream, milk, yolks, liver and, especially, fish oil. It is synthesized in the human body upon exposure to the sun.

· Vitamin E (tocopherol).

Functions: Necessary for strengthening muscles, maintaining healthy skin, regulating the hormonal system (by the way, helps to get used to pregnancy).

Required amount: 3-15 mg per day

Where it is found: in vegetable oil, meat, eggs, grains and nuts.

· Vitamin K.

Functions: Provides blood clotting, participates in the formation of proteins that promote calcium deposition in bones.

Required amount: 0.2 - 0.3 mg per day.

How is its deficiency expressed: Blood clotting is impaired, which leads to bleeding gums, stomach and other bleeding.

Where it is found: independently synthesized by bacteria in the large intestine

The twenty-year debate about the medicinal effect of vitamin supplements has not yet come to an end. The clinical studies available today are not enough to classify vitamin preparations as “dummy” drugs. Whether the global pharmaceutical industry is interested in such research is a separate question.

The simplest and surest way to enrich your body with vitamins is to completely give up cigarettes and alcohol. Scientists have proven that people who smoke and drink are 30-40 percent more deficient in vitamins than those who lead a healthy lifestyle.

1.3 Medical use

Vitamin preparations have a very wide application:

· during pregnancy;

· for older people;

· for immunity;

· for vision;

· for children;

· in dentistry;

· for allergies;

· for depression.

Use during pregnancy.

Use for the elderly.

Use to strengthen the immune system.

The immune system protects us from the effects of external adverse factors; it is a kind of “line of defense” against the aggressive action of bacteria, fungi, viruses, etc. Without a healthy and effectively functioning immune system, the body becomes weaker and is much more likely to suffer from viral and bacterial infections.

The immune system also protects the body from its own cells, which are disorganized and have lost their normal characteristics and functions. It finds and destroys such cells that are potential sources of cancer.

It has long been known that vitamins are necessary for the formation of immune cells, antibodies and signaling substances involved in the immune response. The daily need for vitamins may be small, but the normal functioning of the immune system and energy metabolism depend on the supply of vitamins. This is why vitamin deficiency accelerates the aging of the body and increases the incidence of infectious diseases and malignant tumors, which significantly reduces the duration and quality of life.

Vitamin E deficiency reduces antibody formation and lymphocyte activity. A decrease in antibody production is also possible with a deficiency of vitamins A, B5 (pantothenic acid), B9 (folic acid) and H (biotin). Folic acid deficiency reduces the speed of the immune system's response to foreign factors. Vitamin A deficiency weakens the body's immune system when foreign proteins enter the body. Vitamin B12 deficiency reduces the power of the immune defense response and reduces its ability to kill foreign cells. Vitamin B6 deficiency reduces the ability of neutrophils to digest and destroy bacteria.

And vice versa:

· B vitamins help stimulate the immune system during times of stress, surgery or injury.

· Taking multivitamins containing vitamins A, C, D, E, B6 helps strengthen the immune system and prevent colds and viral diseases.

· Vitamin B6 stimulates the synthesis of nucleic acids, which are necessary for cell growth and the production of antibodies to fight infection.

· Vitamin C or ascorbic acid increases the activity of macrophages in the fight against infectious agents.

· Taking vitamin E increases resistance to disease in all age groups, and it is especially useful for elderly patients.

· It has been proven that children to whom their parents regularly give vitamins are less likely to suffer from common infectious diseases, acute respiratory infections, otitis media, and sinusitis.

You should pay close attention to choosing a suitable and effective drug.

Experts recommend taking medications that contain the entire spectrum of vital vitamins, and, just as important, the complex must be of high quality and well balanced in dosage. This will guarantee the effectiveness and safety of the drug. High quality and optimal dosages of vitamins can significantly reduce the risk of allergic reactions, which, unfortunately, often occur recently, and this, in turn, will provide the opportunity to carry out a complete preventive course.

Application for children.

The content of vitamins in the diet can vary and depends on various reasons: the variety and type of food, the methods and periods of their storage, the nature of the technological processing of food. Eating canned foods also creates a big problem in this regard. Drying, freezing, mechanical processing, storage in metal containers, pasteurization and many other achievements of civilization reduce the content of vitamins in foods. After three days of storing food, the percentage of vitamins decreases significantly. But on average, for 9 months or more a year, residents of our country eat vegetables and fruits that are frozen, stored for a long time, or grown in greenhouses. Storing cabbage at room temperature for 1 day entails a loss of vitamin C by 25%, 2 days - 40%, 3 days - 70%. When frying pork, the loss of vitamin B is 35%, stewing - 60%, boiling - 80%.

Insufficient intake of vitamins from food leads to the development of hypovitaminosis, which does not have a clear clinical picture. Their signs may include such nonspecific symptoms as fatigue, general weakness, decreased concentration, decreased performance, poor resistance to infections, increased irritability, changes in the condition of the skin and mucous membranes.

Use for allergies.

All of the above leads to an increased need for vitamins in children and adults with various allergopathologies.

Application in dentistry.

Vitamins and related drugs are widely used for the prevention and as part of complex therapy for diseases of the maxillofacial area. Exhibiting high biological activity in very small doses, they are necessary for normal cellular metabolism and tissue trophism, plastic metabolism, energy transformation, normal functioning of all organs and tissues, maintenance of such vital functions as tissue growth and regeneration, reproduction, immunological reactivity of the body.

The main source of vitamins in the human body is food. Some vitamins (groups B and K) are synthesized by the microflora of the large intestine or can be formed in the human body during metabolism from organic substances of similar chemical composition (vitamin A - from carotene, vitamin D - from sterols in the skin under the influence of ultraviolet rays, vitamin PP - from tryptophan). However, the synthesis of vitamins in the body is insignificant and does not cover the total need for them. Fat-soluble vitamins can be retained in body tissues, and most water-soluble vitamins (with the exception of vitamin B12) are not stored, so their deficiency leads to deficiency more quickly and they must be supplied to the body systematically.

So, we can conclude that it is necessary to use vitamins to prevent many diseases.

2.1 Overview of the Russian market for medicines of the “vitamins” group

In the Russian Federation, the top three among vitamin brands in terms of share in group A11 during the study period included “Vitrum” (the share of the retail market of pharmaceutical vitamins in the Russian Federation is 17.87%); “Complivit” (11.28 and 11.08%, respectively); TM “Multi-tabs” was in 3rd position in terms of share in the Russian retail vitamin market (8.87%). Noteworthy is the significant increase in the vitamin market share (compared to 2008) of TM “Selmevit” (“Pharmstandard-Ufavita”).

In 2010, growth in this group of medicines is planned by 12.3% compared to 2009.

2.2 Analysis of the assortment nomenclature of Pharmacy House LLC

The pharmacy's range of vitamin preparations is quite wide and includes 29 items (Appendix 1).

During the analysis, we will calculate the assortment indicators:

1. Structure of the drug range - share of individual groups in the total number of drug names

Share % = A g / Ao x 100%,

Where A g is the number of names of drugs in this group,

Ao - the total number of drug items.

Share% = 29/1578*100%=1.84%

2. Degree of renewal (U 0);

У 0 = t/А 0,

Where t is the number of names of new drugs that appeared in the pharmacy over the last year,

And 0 is the total number of drug items.

U 0 =2/29=0.069

3. Coefficient of completeness of the drug assortment (K p):

K p = P fact / P base,

Where P fact is the number of names of dosage forms of one drug or one FTG available in a pharmaceutical organization,

P bases - the number of names of dosage forms of this drug or this FTG, approved for use in the country.

K p =29/54=0.54

4.Degree (completeness) of use of the drug range:

P u = a/Ax100%, where

A - number of names of medicinal products of one drug
or one FTG that is in demand in a pharmaceutical organization.

A – the number of names of dosage forms of one drug or one FTG available in a pharmaceutical organization

P and =28/29*100%=96.55%.

Having analyzed the results obtained, we can conclude that there is a high level of assortment in the group of antihypertensive drugs.

Table 2 Structure of the range of vitamin preparations by production principle

Fig.1. Analysis of vitamin preparations of foreign and domestic production

We did not consider vitamins included in various preparations registered as biologically active food additives in this study.

Fig. 2 Diagram of the range of vitamin preparations by country of origin

The structure of the range of vitamin preparations by type of dosage form is presented in Table 3 and Fig. 3.

Table 3 Structure of the range of vitamin preparations by type of dosage form

Fig.3. Diagram of the structure of the range of vitamin preparations by type of dosage forms

As can be seen from the diagram, the largest percentage of drugs are solid dosage forms; tablets (55.56%) and dragees (33.33%) predominate, while lozenges and capsules each make up 5.56% of the total number of solid dosage forms (Fig. 4).

Fig.4. Diagram of the structure of the assortment of solid vitamin preparations

The range of antihypertensive drugs, based on the composition of active ingredients, includes monocomponent and combined ones containing several components (Table 4)

Table 4 Structure of the range of antihypertensive drugs by composition of active agents

As can be seen from Table 3, the range of vitamin preparations is formed mainly by combination preparations, their share in the structure is 75.86%. The share of monocomponent drugs is 24.14% (Fig. 5).

Fig.5 Structure of vitamin preparations according to the composition of active ingredients

The macrocontour (Fig. 6) of the assortment of vitamin preparations of Pharmacy House LLC has the following characteristics:

100%

produced in Russia - 58.6%.

Fig.6. Macro-contour of the assortment of vitamin preparations of Pharmacy House LLC

2.3 Marketing analysis of vitamin preparations of Pharmacy House LLC

Fig. 7 Consumer portrait diagram

A small percentage of students among buyers of vitamin preparations may indicate a lack of knowledge about the importance of vitamins in the prevention of various diseases and increasing health potential among young people.

Entrepreneurs and unemployed people also took part in the survey.

The majority of all pharmacy visitors we surveyed had professional education (81%), including higher and incomplete higher education (49%).

The following factors were identified for respondents influencing the choice of vitamin preparations:

Other (annotations on vitamin preparations, specialized reference books, medical literature, etc.).

The survey results showed that 62% of pharmacy visitors buy vitamins on the recommendation of a pharmacist, (38%) on the recommendation of a doctor (Fig. 8).

Rice. 8. Recommendation selection diagram

One of the sections of the study was to determine the frequency of purchases of vitamin preparations.

The majority of respondents buy vitamin preparations for preventive purposes approximately once every 3-4 months. Attention should be paid to those consumers who buy vitamins monthly (36% of respondents under the age of 30; 23% under the age of 50 and 15% under the age of 70), they need to be informed about compliance with dosages and rules for taking vitamins to avoid possible undesirable effects (this especially applies to fat-soluble vitamins).

In general, the data obtained show that the majority of respondents are aware of the importance and necessity of improving health, including through taking vitamins.

The study of consumer preferences in choosing vitamin products was carried out taking into account the positioning of vitamins by groups.

In accordance with the data of the State Register of Medicines, vitamin products are positioned in groups:

Monovitamins;

Multivitamins (PV);

Multivitamins + multiminerals (PV + Me);

Multivitamins + biologically active substances (PV + BAS);

Vitamins of domestic and foreign production;

Vitamins from manufacturing companies.

Consumers of vitamin supplements for preventive purposes often buy monovitamin preparations (68%), although most respondents would prefer to take multivitamin complexes, but they are usually much more expensive, which makes them less accessible (Fig. 9).

Fig.9. Diagram of consumption of poly- and monovitamins

From the group of monovitamins, the greatest demand was ascorbic acid (49%), mainly domestically produced, and Asvitol (37%), which was widely advertised in the media (Fig. 10).

Fig. 10. Demand diagram for monovitamin preparations

When purchasing multivitamin preparations, preference was given to multivitamins with minerals (62%), often foreign-made. Almost half as many people buy simple multivitamin complexes (34%).

Fig. 11. Demand diagram for multivitamin preparations

The least popular are multivitamin complexes with biologically active substances (4%) (Fig. 11).

When analyzing sales volumes of vitamins from domestic and foreign manufacturers, it was noted that among domestically produced vitamins, monovitamin preparations are in great demand (65%). Among foreign-made vitamins, consumers prefer to buy multivitamins with multiminerals (68%) and multivitamin complexes (25%). Less commonly purchased are multivitamins with additives of biologically active substances, for example, from medicinal plant materials (4%).

Rice. 12. Diagram of age-related vitamin intake

2.4 Positioning of vitamin preparations in the pharmacy of LLC "Pharmacy House"

The group of multivitamins for children, pregnant women, and the elderly includes specially developed complexes that take into account the doses, dosage forms and characteristics of each group for which they are intended. These multivitamin preparations can be used for preventive or therapeutic purposes, depending on the doses of the components they contain.

Multivitamins of the targeted action group are represented by complexes enriched with those micro- or macroelements (iron, iodine, calcium), the lack of which in the human body can cause corresponding diseases. Depending on the doses of their components, these multivitamins can be used for prevention or in complex treatment of various pathological conditions. Please note that multivitamin complexes that increase nonspecific factors of the body's defense, including nonspecific immunoresistance, contain vitamins and microelements with antioxidant action (vitamins E, C, A, etc., trace elements zinc, selenium, copper). Multivitamins of this group should be taken for preventive purposes or during treatment to increase the body's defenses, for example, when the body is exposed to various unfavorable factors.

Vitamins have unique properties. They can reduce or even completely eliminate the side effects of antibiotics and other drugs and generally undesirable effects on the human body. Therefore, deficiency of vitamins or their complete absence, as well as excess vitamins, can not only adversely affect the human body, but also lead to the development of serious diseases.

Based on the results of the analysis, Pharmacy House LLC compiled a macro outline of the assortment of vitamin preparations, which has the following characteristics:

In terms of composition, these are mainly combination drugs – 75.86% of the range;

Available in the form of solid dosage forms - 62%, among which tablets predominate - 55.56%;

Produced in Russia – 58.6%.

Also, based on the results of the marketing analysis, a marketing portrait of the buyer was compiled, which will allow the company to operate more successfully in the drug market in the future.

1. Vasnetsova O.A. “Medical and pharmaceutical merchandising”

2. Gneusheva I.A., Nifanyev E.O. Self-inspection of a pharmacy // New Pharmacy. N 8. 2001

3. Gneusheva I.A. GPP - good pharmacy practice // New Pharmacy. N 3, 2001.

4. Druzhinina P.V., Novikova L.F., Lysikova Yu.A. "Fundamentals of nutrition"

5. Nozdreva R.B., G.D. Krylova, M.I. Sokolova, "Marketing": Textbook, workshop and educational complex on marketing /

6. Raymond E. Hamilton. Proceedings of the international conference on GMP. M. 1996.

7. http://www.esus.ru/php/content.php

8. http://www.medafarm.ru

Annex 1

Characteristics of vitamin preparations according to FTG, presented at Pharmacy House LLC

International nonproprietary name INN	Trade names	Dosage form	Manufacturer	Registration number
Aevit	Aevit	in capsules	Russia	74/552/8
Ascorbic acid	Ascorbic acid	solution in ampoules 5% 1ml No. 10	Ukraine	RK-LS-5№003201
		solution in ampoules 10% 10ml No.	Russia	RK-LS-5№001856
		dragee 0.05g No.	Russia	RK-LS-5№001946
		tablets 50 mg No. 10	Russia	RK-LS-5№007696
		solution for injection in ampoules 10% 2ml No. 10	Kazakhstan	RK-LS-3№003970
		injection solution 5% 2ml No. 10	Russia	RK-LS-5№005264
		tablets 0.025g No. 10	Russia	RK-LS-5№005279
		powder in a bag 2.5g No.	Kazakhstan	RK-LS-3№005673
Ascorbic acid+Rutoside	Ascorutin	tablets No. 50	Russia	R No. 000847/01-2001
Vitasharm	VITACHARM	pills	Russia	99/382/10
Hexavit	Hexavit	dragee No. 50	Russia	RK-LS-5№004795
Duovit	Duovit	dragee No. 40	Slovenia	RK-LS-5№006682
Complivit	"COMPLIVIT® IRON"	film-coated tablets	Russia	P No. 002961/01
Colecalciferol+Calcium carbonate	COMPLIVIT® CALCIUM D3	chewable tablets [orange].	Russia	LS-002258
Pikovit (PIKOVIT FORTE)	Pikovit forte	lozenges	Slovenia	P No. 013746/01-2002
Pikovit (PIKOVIT FORTE)	Pikovit	sir. 150ml	Slovenia	P No. 013746/01
Pyridoxine	Pyridoxine hydrochloride	injection solution in ampoules 5% 1ml No.		RK-LS-5№001952
Pyridoxine	Pyridoxine hydrochloride tablets	tablets 0.01 No.	Russia	RK-LS-5№002460
Revit	Revit
Selmevit	Selmevit Selmevit No. 30	film-coated tablets	Russia	2000/114/8
SUPRADYN	Supradyn	dragee etc. No. 30	Great Britain	P No. 011846/01-2000
SUPRADYN	SUPRADYN	table thorn. No. 10	Great Britain	P No. 016098/01
Thiamine chloride	Thiamine chloride solution for injections 5%	injection solution (ampoules) 5% - 1 ml		P-8-242 No. 010053
Undevit	Undevit	dragee No. 50	Russia	RK-LS-5№005101
Cyanocobalamin	Cyanocobalamin solution for injection in ampoules 0.2 mg/ml No. 10	solution for injection in ampoules 0.2 mg/ml No. 10	Estonia	RK-LS-5№000853
Cyanocobalamin	solution for injection in ampoules 500 µg/ml 1 ml No. 10	solution in ampoules 500 µg	Belarus	RK-LS-5№000596