BUSINESS DEVELOPMENT, BUILDING CLIENT RELATIONSHIP
FOR ASK BIOPHARMACEUTICALS
A PROJECT REPORT SUBMITTED AS A PART OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION
Under the Guidance of PROJECT MENTO R Mr. KEDAR DHOLE
2
PROJECT TITLE
BUSINESS DEVELOPMENT, BUILDING CLIENT RELATIONSHIP FOR ASK BIOPHARMACEUTICALS
3
EXECUTIVE SUMMARY
Project Title: Business development and Building client relationship for ASK Pharmaceutical
Objective: To understand effective channel management in pharmaceutical sector and learn how to pull customers for prescribed drugs through effective selling strategy
The project involves understanding of existing selling strategy for prescribed drugs along with building client relationship for organization. For the project sales has been done across various well known hospitals in Pune.
Methodology: As intern our job was to convince the clients (doctors) by describing all drugs which get marketed by ASK Biopharmaceuticals. Once client ready to prescribe drugs then develop relationship between local retailer and distributor of organization
Learnings: It gives idea about the existing customer base of the ask biopharmaceuticals and the further scope for making new clients . building a good relationship helps in customer retention and increased sales. It also gives the idea about the potential of the product in new area . also helps in deciding product portfolio.
4
INTRODUCTION
OVERRVIEW OF PHARMACEUTICAL INDUSTRY IN INDIA:
The Indian pharmaceutical industry is a success story providing employment for millions and ensuring that essential drugs at affordable prices are available to the vast population of this sub- continent. - Richard Gerster
5
ORGANIZATIONAL PROFILE: ASK Biopharmaceuticals is a marketing company; which ordered required drugs to different drug manufacturing companies and then those drugs get marketed by ASK Biopharmaceuticals. First up all survey gets conducted by organization about essential drugs and on basis of survey and need of market, company ordered those drugs to following companies:
VISION:
To become leader in marketing field of pharmaceutical drugs by developing strong network of distributors and sales team across the nation.
Mission:
Empowered to improve quality of life.
6
METHODOLOGY
ASK PHARMA
OVER THE COUNTER DRUGS PRESCRIPTION DRUGS
OVER THE COUNTER (OTC):
7
OTC PRODUCTS:
1) Herbal cosmetics like himalaya products which includes facewash, fairness cream,etc 2) Suplements conataining proetins and energetic products 3) Deodarants 4) Toothpaste and toothbrush 5) condoms 6) vicks and 7) primary antiallergic drugs
PRESCRIPTION DRUGS:
Figure 1
SAAR Biotech manufactured B-24 syrup for organization. It has delicious mixed fruit flavor which makes patient comfortable to swallow syrup. B complex Zinc, Copper and lysine gives effective site of action.
8
Figure: 2
Another SAAR Biotech syrup for cough. It is a complete expectorant. Every 5 ml of drug contain menthol,ambroxol,guaphenesin,terbutaline which make syrup effective from prevention of cough.
Figure: 3
Sneezeecold tablets effective in first line treatment for common cold. sneezeecold also available in suspension form for pediatric patients. These tablets are ideal for associated body ache, fever and headache, most commonly these tablets used for cold and flu and for allergic overlaps
9
Figure: 4
DM Pharmaceutical manufactured NOMORSIC-DS which get marketed by ASK Biopharmaceuticals. These are tablets which helps women to get complete relief from morning sickness. It helps in fetal growth and development. Doxylamine acts as coenzyme in amino acid and carbohydrate metabolism. It corrects all nutritional deficiency in patients.
Figure: 5 10
Ultimate protein powder for patients suffering from weakness. It contain soya protein concentrate, skimmed milk powder, sucrose and cocoa powder which help patient to recover from weakness and disease. Protein is bitter in taste thats why GAM PRO has delicious chocolate flavor which increase acceptability of patient towards the protein.
Figure: 6
Balanced adequate ready to use complimentary food for infants. It is therapeutic food for malnutrition. It is balanced diet for infants contain carbohydrates, protein, and all essential vitamins.
11
APPROACH Preliminary technique was to understand technicalities and comprehend drug industry with the help of coach. Later on as a marketing intern, coach allocated a venture of Business growth & Building customer connection for ASK Biopharmaceuticals. So the job was to take clients for company. Initially we started venture with MR group of company. We did industry study and found out places where we could enhance our items. First up all we have made the decision our T- M- S. As technique we made the decision to trips main treatment centers for medication like sneezee cool revocation, B 24 multi-vitamin, sneekoryl coughing syrup , etc. because these are medication for main illnesses for which sufferers first trips walk out treatment centers. We visit around 40 treatment centers in kothrud, sadashiv peth, and chakan. Company provide us brochure such as all information regarding medication. Our job was to assured physicians regarding our items. If we get be successful in effective then second job was to contact regional medical store which usually give medication recommended by physician. SO usually we have to persuade physicians and designed up connection between regional supplier and store. This is where we got opportunity to comprehend and understand about route control in drug industry. CHANNEL MANAGEMENT OF OF ASK PHARMA:
Manufacturing company (DM Pharma,SAAR Biotech,Glyco lab)
Superstockist (marketed by ASK Pharma)
Distributor
Retailer (Medical stores)
Company has 9 regional suppliers in Maharashtra. Company is distribute in places like Pune, baramati, Nagpur, Solapur, Kolhapur, Ichalkaranji , Miraj , Sangali, Nasik , etc. Pune and Kolhapur are the places where company generates highest possible benefit. Luckily we got opportunity to perform in Pune. Lately my coach provided single liability to deal with kothrud area in pune for advertising items. During internship I create connection of my organization with supplier known as as Shree Shahu Organization situated near kothrud. 12
ANALYSIS
ANALYSIS OF REGIONAL SALES:
Figure: 7 Conclusion: From analysis of sales figure (7) it concludes that maximum revenue obtained from pune and Kolhapur followed by baramati. ASK Pharma has strong network of distributors in pune and Kolhapur ; it is weak in other cities like nashik and solapur. So organization should decide to put a strong team of sales people in these cities to pull out maximum revenue. Company could use effective communication parameters like social media, email, messages for marketing of drugs. It will help organization to build up network not only in state but across nation.
CONCLUSION: From sales of month April-June 2014 statistics it was found that Sneekoryl and Sneezeecold tablets had immense potential in market. While GAM PRO facing competition from several reputed products like Whey protein and Venkeys which has high brand value in market. Nomorsic DS is new product launch by organization. It is found out in sales that most pediatrititions would like to describe Johnsons products. Effective communication and awareness is important for generate more revenue.
0 5 10 15 20 25 30 35 B 24 SYRUP SNEEZEECOLD TABLETS SNEEKORYL SYRUP NOMORSIC DS GAM PRO 14
SWOT ANALYSIS
Figure: 8
To develop strong network across nation Strenght of existing relations with hospitals Develope relationship wtih more pharma companies
Build up strong network across nation will take time Initial growth would be slow Large compitition in marketing area
Negligible acess to social media communication gap lack of employees
Tie up with well known global pharma companies for manufacturing of drugs Strong network in big cities like pune and kolhapur
STRENGHTH WEEKNESS OPPORTUNITIES THREAT 15
SUGGESTIONS
Although project the project was successfully moved to mentorship, the following suggestions will help in expansion of business.
USE OF SOCIAL MEDIA: In 21 st century social media plays key role in marketing. Out of 7 billion people in world 2 billion people widely use social media such as Facebook, Twitter, Yahoo , etc. Social media helps to create awareness across globe in short duration. This would help organization to promote their products effectively in market.
EXPLORE MARKET WITH MORE OPTIONS: Currently company targeting drugs for primary health care diseases. It will be profitable for business if company market more drugs as per need of market. For understanding need of market survey should be conducted in major cities.
HUMAN RESOURCE: Company should consider more manpower for faster launch to market. Current rate will take several years to expand business in nationwide
16
CONCLUSION
The company benefitted from the continuous evolving approach of the sales team and intends to invest more human resource in the project to launch it in the Indian markets with strong and effective channel of distribution. Weekly meetings and daily updates enabled the team to deliver exceptional results. Knowledge transfer to regular MR was done on the last week of the project and meetings with senior management were carried out to enable the company to use suggestions for creating awareness.