Market Potential is very important from company point of view, which helps to judge  and analyse the focused target. For a company which is entering a segment with an age old molecule ,they should differentiate from the others to occupy a considerable share in the market, for which Natural positioning is one which helps them  to achieve that in market. Dicyclomine HCl an Cholinergic Antagonist Antispasmodic which is approved for Irritable Bowel Syndrome by USFDA. It is available with different combinations in India unlike in International Market. It is targeted towards different set of Doctors for different indications.

Issues to be investigated, preliminary literature review: To scrutinize the facts for Dicyclomine HCl being mainly targeted for Abdominal Pains in different G.I.T conditions, Dysmenorrheal Pain and  in surgical conditions. Analyze the market potential existing and for future. Extensive Review of Literature indicates an  immediate need to draw the market potential of Dicyclomine HCl

Envisaged research design and methodology: The Market Potential study was conducted by doing the Primary and Secondary study. The Primary Survey is conducted in two major cities in   South India, Bangalore & Hyderabad on the company’s recommendations. Different segments of Doctor’s opinions are taken regarding, the preferences in the antispasmodic drugs, the most preferred combinations in different conditions which the drug is used. The awareness regarding Dicyclomine HCl use in the Urinary Incontinence which is being used as a drug of choice in International market, brand like Cyclopan from Incepta Pharmaceuticals is being promoted. The indication which affects the quality of life particularly the working class women.
Preliminary findings : It was observed that the Doctors prescribe different combinations in different indications. It is observed that mostly, there is not much difference in the prescribing habits of the Doctors in the Two cities respectively. It was also observed that the Doctors are aware regarding the Dicyclomine HCl for the use in condition of Urinary Incontinence .The numbers of these cases are increasing in India. There is an unmet need present in the market as no company in India is targeting Urinary Incontinence indication with Dicyclomine HCl which can be used, as well the Doctors are aware also
Conclusions and managerial implications: Dicyclomine HCl can be targeted towards urinary incontinence, particularly the working class women where it has greater impact on the Quality of life. It is observed the problem is not talked about much and consulting a doctor is also not much. As people are becoming more health conscious in India, the segment is growing at a faster rate. As mentioned earlier, people are still hesitant to talk about it; taking medication during the working hours wouldn’t be easy.
So, a mouth dissolving medication which does not require water to take and the person can keep to her self. The formulation will be available in different packing which looks similar to the chewing gum, which will be in a rectangle shape unlike round tablet which is available in the market.
This will help the company to occupy a good share in the market and also help it to strategies choose the target audiences .It will also help the set of Doctors to whom the combination to be targeted and which combination to be  targeted.