La Trobe BUS5PB: Pharmaceutical Analysis and Business Insights Report

This report examines the pharmaceutical industry's evolution, focusing on the convergence of personal care, nutrition, and pharmaceuticals, which led to the emergence of Nutricosmetics, Cosmeceuticals, and Nutraceuticals. The report analyzes a dataset related to these industries, considering factors like product type, age band, gender, and income. It uses IBM Cognos and SAP Lumira to analyze the data, providing insights into market trends, consumer behavior, and the effectiveness of different product types. The analysis includes detailed steps for using both software, presenting findings through various visualizations and tables. The report concludes with recommendations based on the data analysis and highlights the importance of pharmaceutical analysis in the quality control and regulatory certification of the industry's new segments.

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Executive Summary:
The purpose of this report is to examine the Pharmaceutical Analysis and specifications on
Cosmeceuticals, Nutricosmetics and Nutriceuticals. The segments have been developed by increasing
awareness and need for preventive measures regarding healthcare benefits, anti-ageing products and
therapies that are natural. This report describes the pharmaceutical industry and the data-set formulated by
the state, ID, recommendation score, kind of products, age band, gender and many other factors. As an
Insights Specialist, research is done using two software’s namely IBM Cognos and SAP Lumira and then
analyze the emergence of these industries and factors that effects it.

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Table of Contents
Introduction:................................................................................................................................................3
Discussion:..................................................................................................................................................4
1. The emergence of Cosmeceuticals, Nutricosmetics and Neutraceuticals.........................................4
2. Survey on Pharmaceuticals:.............................................................................................................6
3. Analytical solutions for the data-set using IBM Cognos and SAP Lumira softwares:.....................8
 IBM Cognos:...............................................................................................................................8
 SAP Lumira:..............................................................................................................................12
Conclusion:................................................................................................................................................19
Recommendations:....................................................................................................................................20
References:................................................................................................................................................21

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Introduction:
Over the years, industries like pharmaceuticals, nutrition and personal care have increased
because of the huge demands in beauty, health and agility market. The confluence of these industries gave
rise to a new segment of Industry known as Neutraceuticals, Nutricosmetics and Cosmeceuticals. There is
a significant growth in the market for cosmeceuticals and consumers today have awareness of the
nutritional value of the products that present to disease prevention as well as skin health. The recent
convergence phenomenon in the food industries and nutricosmetics has been blurry to many consumers,
including some cosmetic experts. The characteristic of cosmeceuticals allows it to be called as oral
cosmetics, beauty pills or beauty defined from within. The most crucial ingredient used in nutricosmetics
are the antioxidants which claim to reduce wrinkles, give an anti-ageing effect that fights anti-radicles
generated by the solar radiations (DiMasi ,Grabowski and Hansen 2016). The pharmaceutical industry
provides medications that can be used for humans or animals and includes processing, extraction,
manufacture, purification and packing of chemical materials. The pharmaceuticals industry has grown
rapidly in the past two decades. The nutraceuticals are foods or part of food that provides medical or
health benefits, including the prevention/treatment of a disease. Nutricosmetics plants the idea of the
foods, drinks and supplements that anyone consumes that has an effect on the health and appearance of
the skin. Cosmeceuticals have medical benefits but comprise of bioactive ingredients but are cosmetics.
This report provides an insight into the concept of nutricosmetics and provides information regarding the
cosmeceuticals, nutraceuticals and nutricosmetics.

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Discussion:
1. The emergence of Cosmeceuticals, Nutricosmetics and Neutraceuticals
The health-products has been evolving worldwide and have been an influencer to the economic
factors, medical care policies of the government, and efforts of the pharmaceutical companies to keep the
margins of the profit. Pharmaceuticals or medical foods are not given to cure diseases but the
recommendations is based on the fact that the nutritional deficiencies that results in illness. A wall street
journal recently explained the interests of large food companies like Nestle SA and Danone SA had
developed a milkshake that offers an alternative energy source to the brain after its been metabolized
(ketones).Neutraceuticals are supplements in the form of pills and powders added to drinks,
Neutrocosmetics seek to aid the health of skin by using micronutrients like flavonoids for an example,
Frutels’ acne-care made its impact and. EXAMPLE:
1. In Japan, Malaysia and China drinks that have collagen in them have, products as such has
traditional trust and the availability of products that are branded.
2. Nutricosmetic has an impact, as a Data monitor study in Brazil showed that 2/3rd of products was
considered appealing as compared to the study that showed Europe had just one-third.
3. Beauty-from-within is a slower catch to the European and Western Countries because these
countries prefer government-approved medicines and trained doctors.
4. The younger generation has been curious and is ready to try any new, natural approaches hence;
the manufacturers are targeting this young audience. The older the person, the less experimental
they are, this proved that older adults in the US are less likely to try these- even approved generic
medicines.
5. In the west, nutricosmetics have been very appealing to both men and women. For men common
types of products are hair-loss products and skin-care products.

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The result of the fusion of Nutraceuticals and Cosmeceuticals is the Nutricosmetics. These are a
range of ingestible health products that are natural and functional foods and beverages too. These
claim to have ingredients and minerals that are active such as sterol esters, vitamins, botanical actives,
and lycopene, enzymes which is beneficial to health and enhances beauty. The Global Market of
Nutricosmetics is growing rapidly and is expected to witness a CAGR of 9.7% during the period of
2013-2019.
Figure: Nutraceuticals + Cosmecuticles = Nutricosmetics.
Supplements as such have nutrients in them and are condensed in the form of capsules, liquids and
pills. This revolutionized supplements provide nutrition to the skin and personal care and helps to
enhance the beauty of body, face and hair. The market was dominated by supplements in the year 2013
and continues to grow in the forecast period of time (Royer et al. 2013). The concept of nutricosmetic has
not yet been popular over the world but has earned an encouraging growth as people are getting aware of
the benefits. One of the most popular product for nutricosmetic is ready to drink beverages that give a
natural hydration to the skin and hair follicles. Innovations for products are increasing and includes a
wide variety of beverages like herbal tea, fortified water-coffee, snack bars, confectioneries are highly
popular among the consumers.

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Figure: Components of the Nutricosmetics Global Market.
2. Survey on Pharmaceuticals:
With the increase of more consumer-centric market of Pharmaceuticals, there is a demand for real-
time result and the promise for better products and new medication has competitors ready to claim a
stake. Challenges are increasing because of the changes in the industry regulation, competitors at rising
and regulation of industry are the most disruptive threats. The 2/3rd of the survey based on
pharmaceuticals showed that the market disruption was coming from the competitors directly or
indirectly. Another threat that wears down the pharmaceutical industry is the pressure to deliver results of
businesses inlet time. Moreover, the most challenging thing is dealing with a set of buyers of this
healthcare who expect greater value for the money they are improvising (Caldas et al.2013). To remain in
the competitive environment pharmaceutical industry needs to do things at a faster pace, and have a
proactive relationship with partners like patients who consume these and doctors who prescribe the same
for wellness and cure.

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Figure: Disruptive Trends in the Pharmaceutical sector.
Source: PwC, 21st annual Global Survey (Base: Pharmaceutical and base sciences respondents)
The substantial component of healthcare and budget is the expenditure for most of the nations.
Pharmaceutical companies spend a lot on promotional activities and marketing, and almost 30% of any
pharmaceutical company employees are engaged in activities for marketing. A demonstration showed that
doctor’s personal, professional practices and demographic influences the promotions of these products.
3. Analytical solutions for the data-set using IBM Cognos and SAP Lumira
softwares:
 IBM Cognos:
The IBM Cognos Analytics facilitates the business user to add data that is external without any
assistance from the IT. This lets the user work with data sets that are personal and then analyze these data

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with the enterprise data which increases the experience of the user (Keahey,2013). This facilitates the user
to conjoin together, shaped, cleansed to create a custom shareable data module for the use in dashboards
and reports.
The following are the steps to get started with IBM Cognos Analytics:
STEP 1: The user can reserve an instance to conduct Cognos Analytics. Click on the Login link on
the page.
Figure: Login into IBM Cognos
STEP 2: If the user does not have an IBM-Id they can create it from login page by Clicking Create an
account.
Figure: Create an account.
STEP 3: After the login the user can fill up the registration form and click on Reserve Instance

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Figure: Reserving an Instance
STEP 4: The user now needs to check the email from IBM Digital Sales Support with a subject that
reads, Your IBM demonstration is now ready. (E-mail includes a link to the environment and a passcode
to access this environment).
Figure: IBM Digital sales support.
STEP 5: Click on the link for full desktop access. Enter the desktop password earlier provided and
click Submit.

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Figure: Virtual machine access.
Now the analysis of Pharmaceuticals can be done since the IBM virtual machine is ready for use. The
data-set can be chosen accordingly based on the economy, age group, gender group and time zones.
Figure: Analysis of Data based on Pharmaceuticals using IBM Cognos.
Figure: Analytics of pharmaceutical data of Western Australia with people of income <50000,
who are females, of the age 30-40 who use Nutricosmetics in the form of beverage the result is zero.

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Figure: Analytics of Pharmaceutical data of Queensland with people of income <50000, who are
males of the age group <30 who use cosmecueticles in the form of pills, the result is Zero.
Figure: The total Analysis result of Pharmaceuticals as provided in the data as per total of
state, a total of income, total of gender, total of the channel, a total of age band, total of product
type and a total of monthly.