TABLE OF CONTENTS

1.0 Internship Completion Certificate 4

2.0 Acknowledgement 5
3.0 List of Tables and Illustrations 8
4.0 List of Annexure 8
5.0 Summary of the Report 9
6.0 Objectives of studding the Organization 11
7.0 Introduction 12
7.1 Background of Pharmaceutical industry 13
7.2 Company background 14
8.0 Mission Statement 15
9.0 Vision Statement 16
10.0 Structure of organization 16
10.1 Functional Departments 17
10.2 Functions of Departments 18
10.3 Business Portfolio 24
11.0 Marketing Strategies 27
11.1 Marketing Segmentation 27
11.2 Target Market 28
11.3 Positioning 28
11.4 Differentiation 23
11.5 Total market Orientation 29
11.6 Competitors 30
12.0 Competitive Strategy 31
12.1 Marketing Mix 31
13.0 SWOT Analysis 33
14.0 Business process analysis 35
14.1 Tablets and capsules 35
14.2 Suspensions & Syrups 36
15.0 As an Intern 37

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15.1 Duties
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16. Accomplishments 40
17. Knowledge acquired 41
18. Problems encountered 41
19. Impact on Professional career 42
20. Conclusion 42
21. Recommendation 43
22. Tables 44
23. Annexure 50
24. References 54

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LIST OF TABLES AND ILLUSTRATIONS

Table Contents Page No.

No.
GROUPS ALLOCATION IN PLATINUM PHARMA
1 43

2 Documents Consulted in Platinum Pharma 44

3 Annual Revenue of Platinum Pharma 45

4 Annual Expenses of Platinum Pharma 46

5 Employees Summary of Platinum Pharma 47

LIST OF ANNEXURES

Annex Contents Page No.

No.

1. Organizational Structure of Platinum Pharma 50

2. Organizational Structure of Marketing Department 51

3. Advertisement for Recruitment and Selection 52

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 SUMMARY OF THE REPORT

Marketing management play a vital role in the operations of any organization. Almost all
good private and public organizations have their own Marketing departments and are
adopting the Marketing Strategies. The Department of marketing of the Platinum Pharma
is undergoing a transformation by changing the way and implementation new marketing
strategies.

It is compulsory to undertake the internship and writing its report for obtaining the degree
of MBA from Allama Iqbal Open University. In order to accomplish my internship, I
have selected the Platinum Pharma where I have been working since 2005 at marketing
department. I have tried my level best to cover all the aspects of the marketing
management during my internship.

The purpose of this study is to see the implementation of the marketing process in the
service organization particularly in the Platinum Pharma and to see the strengths and
weaknesses of marketing department of the organization. Satisfaction / dissatisfaction of
the employees of the company in respect of financial benefits and other facilities which
are offered to them is very important. This report has covered all the marketing
management processes which include new marketing strategies, sales analysis, target
marketing, other segments of the marketing, performance management, and career
management.

It is very difficult to cover all the aspect of the marketing management, in detail, in short
time period. However, the work is focused on the sales analysis and marketing strategies
in the Platinum Pharma.

This report is compiled through various techniques. First of all the data and relevant
information was collected through studying the broachers, formats, reports, official
correspondence, and interviewing the officers and officials of the Platinum Pharma.

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The report is consists of four major parts. First part contained the basic information of the
report which includes acknowledgement, list of tables, illustration, annexure; objectives,
introduction, overview, organizational structure and hierarchy of the marketing
department of the Platinum Pharma. In the second part the marketing management
process is discussed in detail which includes marketing strategies and forecasting, sales
analysis, training and development, performance management, compensation and
benefits, organizational career management in the Platinum Pharma. The third part which
is very important contains the information regarding the critical analysis, conclusion and
recommendations. Finally, the information and an overview of the references collected
during the study and list of annexures in respect of the organizations.

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 OBJECTIVES OF STUDYING THE ORGANIZATION
(Platinum Pharmaceutical co.)

Marketing play a vital role in the operations of any organization. The Department of
Marketing is undergoing a transformation by changing the way that we do.

The objectives of studying the Platinum Pharma are as under:-

 To identify marketing strategies that produces effective sales, and cause to the
growth of company.

 The role of Marketing is very vital in the brand imaging.

 To observe the implementation of the marketing strategies, processes, procedures

and policies in the Platinum Pharma.

 How Marketing Department support the company to enhance the performance.

 To convert my knowledge and experience from theoretical study to practical.

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7. INTRODUCTION
7.1 Background of Pharma Industry in Pakistan
Pharmaceutical industry of Pakistan is around US$ 2 billion with an annual growth rate
of 12.9% per annum. The 600 firms (over 400 domestic manufacturers and approximately
200 major importers) together produce 40,000-odd formulations in the country. Despite
high competition and price wars, drug prices are controlled by a strict regulatory policy.
The pharmaceutical market comprises of large Multinational Companies which are
producing and marketing research based products and also other big and small National
companies which pre-dominantly produce and market generic products.

Out of total market of US$ 2 billion, 53.3% is captured by Multinationals and 46.7% is
taken up by National companies. The top 50 companies enjoy more than 80% market
share. There are 20 multinationals in the top 50 companies, while the top 100 companies
have 94.0% market share. Only 2 manufactures are involved in the manufacture of raw
materials. Having no recourse to a single price increase since December 2001, the
pharmaceutical sector will be under pressure to maintain its profitability in the face of
inflationary pressures and currency devaluation the total outlay on the health sector is
budgeted at Rs.38.0 billion, which has increased by 15.8 percent over last year.

The existing network of medical services consists of 12,260 hospitals, 113,000 doctors
practicing, 4582 dispensaries, 5301 Basic Health Units (BHU), 552 Rural Health Centers
(RHC), 906 Maternity and Child Health Centers (MCH) and 289 Tuberculosis Centers
(TBC). total expenditure on health has increased from PKR 4.37 billion to PKR 6.04
billion, which is 31.86% higher than the last year.( as of 2006).

Company Background
Platinum Pharma

A Journey Towards Success: 

10.

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10.1

10.2 FUNCTIONS OF DEPARTMENTS

Human Resource

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HR main functions are:

 Hiring
 Promotions
 Reassignments
 Position classification and grading
 Salary determination
 Performance appraisal review and processing
 Awards review and processing
 Personnel data entry and records maintenance
 Consultation and advisory services to management and employees

S n D (Sales and Distribution)

Sales & Distribution

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Financial Operations

They deal with:

 Budget preparation
 Budget administration
 Cost allocation
 Accounts payable
 Payroll
 Grants administration
 Monitoring service providers
 Technical assistance to service providers
 Contract administration
 Billing
 Property inventory
 General accounting records
 Fixed assets records
 Custody of funds
 Distribution of pass-through funds
 Cash flow
 Investments
 Debt administration
 Risk management

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  Internal financial reports
 External financial reports
 Statutory reports
 Tax reports

Administration

They are responsible for assistance of employees in every regard they provide as:

 Arrangements for the big and small events for doctors

 Arrangements for Participation in Doctor’s annul conferences
 Maintain the Products stock level at distributer
 Products availability
 Any problem that is being faced by employees regarding distributer and
chemist

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13. SWOT ANALYSIS

SWOT analysis is an overall evaluation of the company’s

 Strengths (S)

 Weaknesses (W)

 Opportunities (O)

 Threats (T)

　STRENGTHS

 Strengths include internal capabilities, resources, and positive situational factors

that may help the company to serve its customers and achieve its objectives.

 Platinum Pharma’s differentiation is its biggest strength. Platinum Pharma offers

lowest price with quality.

 Platinum Pharma is offering more and better availability than its competitors.

 Platinum Pharma is the 12 largest pharmaceutical co. in Pakistan

 Platinum Pharma has the most promising and faithful company

 Platinum Pharma has great management within the organization (internally &
externally)

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  Platinum Pharma is a registered company and Platinum
Pharmaceuticals has achieved ISO 9002, ISO 14001 & 17025.
 It has a strong brand identity. It has successfully projected itself as a company
meant to serve its people.
 Platinum Pharma is spread nationwide and also started marketing in Serilanka and
Bangladesh.
 Platinum Pharma has a comprehensive promotional strategy.
 Platinum Pharma has its own distribution

WEAKNESSES

 Weaknesses include internal limitations and negative situational factors that may
interfere with the company’s performance.
 Platinum Pharma has less professionalism within the organizational members.
 Platinum Pharma still has room for the betterment of its quality in comparison to
The Market Giant GSK.
 Poor co-ordination between team members
 High turnover rate
 There are no good medical health facilities in this Pharmaceutical co.
 There is less pay and other allowances as compare to other companies

OPPORTUNITIES

 Opportunities are favorable factors or trends in the external environment that the
company may be able to exploit to its advantage.

 Platinum Pharma has biggest opportunity in the form of injections and inhalers.

 Platinum Pharma has the opportunity for launching new products in new
segments.

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  Platinum Pharma has the opportunity that it is well establish
in southern Punjab where it can promote itself to also other area of the country
 Platinum Pharma can further improve its employees selling skills to get more
sales.

THREATS

 Threats are unfavorable external factors or trends that may present challenges to
performance

 Platinum Pharma’s biggest opportunity is its biggest threat as well. More

segments can create more competition

 There can be some decrease in sales of old products if they focus more on the new
products

 The decreasing economy rate and instability of Pakistan is a big threat for all
businesses in Pakistan including Platinum Pharma
 More new companies be launches, more competition will be increase
 Changing marketing trends is also a threat for Platinum Pharma because things
are changing so frequently in the market with the change in marketing style.

14. BUSINESS PROCESS ANALYSIS

Platinum Pharma is offering two types of drugs

 Tablets & Capsules

 Suspensions & syrups

14.1 Tablets and capsules

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Platinum Pharma Prepare tablets and capsules for the Adults. Many products are
available in tables form and as well as in capsules form. There is a wide arrange of
products are available in tables and some few products are available in capsules form.

Benefits of tables:
The tablet formulation is very easy to swallow and it’s in small size. Tablets are usually
made for low potency.

Benefits of Capsules
The capsules are usually in big size but they can be easily metabolized. And this show
quick response as compare to tables.

Suspensions & Syrups:

The suspensions are usually use for the children and they are easy to swallow. And they
are in different flavors to overcome the bitter taste of drugs.

Suspensions:
Suspensions are the solutions which are in
granules and they have some bitter taste.
Syrups:

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Syrups are the solutions with no granules and they are prepared
solutions. They are less bitter than the suspensions.
15. As an Intern:
I was called for an interview in Platinum Pharma on 15 th of Nov 2009 by Regional Field
Manager Mr. Shafiq Anwar. I was interviewed and he put me on hold to respond. Later
on 20th of Nov 2009 I was called by HR staff and I was again interviewed by HR manager
Saqib Ahmed Two days later I was informed that I can join Platinum Pharma from 24th
Nov 2009. I was so happy at that time because my ambitions are rushing towards their
fascinated goals.
15.1 Duties:
I reached office at 30th Nov 2009 and HR coordinator Miss Saima lead me to the S&D
(Sales & distribution) department and she told me that “you will do your internship in
this department, introduces me with S&D staff and say have a seat better luck.” In S&D
dept my immediate boss was FM Mr. Shafiq Anwar. He introduces me with Senior Sales
Manager Mr. Husnain Ahmed. Here I was relaxed and quite comfortable with mine
assigned duties.
Daily Duties:
Assignment 1:
My 1st assignment was to read the all literatures of all products of a Dynamic Group.
These all were very difficult for me because it’s all about medical related. But one of my
senior colleagues guides me to understand it. He was so intelligent and very good in
teaching anything. His name was Shahzad Bhatti. He told me about human body systems
and how they work. And he told me about many diseases which are mostly involve in
human body. And after this he told me about medicine to these diseases.
After that he told me how we can promote our products to doctors to generate our sales.
Then my manager gave me some assignments.
This assignment includes the following tasks:
 Prepare the human body systems by heart
 Literature by heart
 Understand the sales sheet
 Prepare the comparison sales sheet

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  Annual targets
 Planning to achieve these targets
 Prepare the DCR (daily call report)

Assignment 2:
Dealing With Customers (doctors):
Platinum Pharma has a very good repute in customers or doctors because of their
economical and its good results. Platinum Pharma provide a wide range of products in
many fields. They mostly deal with doctors and give them information and marketing
about the all products.

Assignment 3:
Sale Analysis and Meetings:
During my two weeks stay in sales dept. anther major and daily task of mine was to make
the sale reports. That report was quite easy to make because pre-made format was give to
me by Sale Manager Mr. M. Amir Saeed and what I need to do is just to enter the daily
sales on that format. And after one month sales analysis takes by area sales manager and
after 3 months quarter meetings take by the head office.

Weekly duties:
Sales Report:
After a complete month of my internship Mr. Abdullah rotate me to the sales dept. and
assigned me another task which was to make sales report of different areas. I made total
three sales report for different dates and forward it to my boss Mr. Abdullah. That report
was again a bulky task because that report includes the sales and analysis by ASMs (Area
Sales Manager)

ASM’s market visit report:

In sales department I learned to make market visit report of ASM’s. The format was pre-
made so I jus need to enter the data into this format which was given by me from FM.

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Then I need to send this report to ASM Mr. Ali Rehan and paste
this report in the share folder which is nation wide access able for the senior
management.
Meeting with Distributor:
If there is any issue to any medical store or some poor booking then this is give to
distributor in distribution meetings. Most of the issues are very simple and they are easily
handled but in some case senior are involve solving these problems. In this routine
distributor meeting all issues are discuss.
Chemist Survey:
On the weekly basis we assign to do some chemist survey to get feedback about our
products and also about other competitors. We analysis and rank our products against
competitors. These surveys are very useful to identify our direction that which way we
should to move. Which doctor is prescribing competitor’s products and we can make our
strategy to convert them on to our products.
Knowledge and information:
Another assignment is to get knowledge about product and give the better information
about the products to doctors. For the better knowledge of the employees the company
gives them training to the employees. For the training of employees the company has a
department of training and development. They have many skill full training managers.

Training and development:

The training and development department is very important department for the company
growth. So company haired very skilled person and they are very ken to provide very
good knowledge about the product to employees.

Meeting with ARMs

I attend a meeting of RSM Mr. Abdullah Ammad with all ASMs. Senior sales Manager
Mr. Mehmood Dar and Sales Manager Mr. Abdul Rehman was present during the

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meeting. It was an open discussion meeting and every one in the
meeting room is allowed to share his problems and points.
It was my duty to arrange the entire seating plan in the meeting room and to arrange all
the entertainment for ASMs after meeting.
Beside this I was assigned to write down the key points of the meeting.
Following are some points which I write during meeting:
1) Salary of ASMs was reduced from Rs.17000/- to Rs.12000/-.
2) Area under a single ASM is reduced.
3) Detailed discussion on sales and distributor issues.
4) It was decided that four to five ASMSs would be added, two for Lahore and three
for surrounding in the C1-A team of ASMs.

16. ACOMPLISHMENTS
My accomplishments are as follows:
1. I dealt with Doctors and placed a flag in front of regional head office
2. Area assessment
3. Better Sales analysis
4. Visited market to check out chemist level problems.
5. Visited KFC outlets to the doctor’s presentations
6. Perform well in Training meeting

17. KNOWLEDGE AQUIRED

I was acknowledged as:
1. I learned professional ethics in Platinum Pharma by my boss
2. I got to know how to interact with your colleagues
3. How to deal with customers(doctors)
4. How to deal the senior doctors
5. I visited different hospitals and learned how to make strategies to convert doctors
6. How to report to your boss
7. Most of all how to be responsible for work
8. How to prepare for a doctor call
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 9. How to do pre-call and post-call analysis

18. PROBLEMS ENCOUNTERED

I had many problems during data gathering for my report contents they are as follows:
1. Employees were busy with their work and could not help me to provide
information in more detail
2. All employees were not available everyday because they have to go to for market
visit and it seemed so hard to gather information about every department
3. As the information is confidential and employees were reluctant to expose
information
4. I faced serious problems when I was gathering organizational charts and hierarchy
charts because of the confidentiality matters
5. It took a lot of time to visit and then come back to office
6. I and my boss had to departure at 9.00am to visit and come to office again
7. I stumbled upon the responsibility of find the relevant department and person to
hand over the sales and documentation.

19. IMPACT OF EXPERIRNCE ON MY PROFESSIONAL LIFE

I was very glad to know after two interviews that Platinum Pharma is willing to hire me
for an internship program of six weeks. It was my dream to enter into the business world
and especially pharmaceutical field to do my internship. I was used to for the better future
with an attractive salaries and incentives.
Many employees said to me that you are lucky because you had a chance to do your
internship in organization like Platinum Pharma because people start from local
franchises or with small companies. My luck and reference made this all by the grace of
Allah Almighty.
Internship in Platinum Pharma would help me as well as leaves a great impression on my
professional career because if your beginning is powerful then big giant companies are
not reluctant to hire you here after.
A great impact of doing internship in Platinum Pharma is there are bright chances to be
hired in Platinum Pharma after completing my education as a senior of Marketing
department offered me join Platinum Pharma after completing my last semester in AIOU.
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This was all because I dedicated my all efforts to my work and got
a great response from Platinum Pharma managerial staff.
My internship in Platinum Pharma would open up new horizons of prosperity in my
professional life and it will help to join any Pharmaceutical company because of my
relevant experience.

20. CONCLUSION
Platinum Pharma is working with the fastest pace in pharmaceutical industry because
they are paying special attention to their products. Because of this heavy marketing and
campaigns Platinum Pharma is now being considered seventh largest company on
national base. These marketing campaigns and marketing is for brand recall. As many
customers would be aware of the brand they will like to prescribe their products.
Organizational structure is centralized and it causes many problems. Employees are not
given enough freedom to share their ideas. Platinum Pharma has upper level management
issues by resolving them they can overcome these issues. They are investing huge amount
of money on their development programs and investing heavily to improve their packing
and quality. For this purpose they are targeting big areas they are enhancing their
strengths. Platinum Pharma is paying special attention to its sales team because they are
using their full potential to increase sales for their encouragement Platinum Pharma
recently distributed thirteen (13) motorcycles among their employees via lucky draws. By
these means they are motivated and they will effort more.

21. RECOMMENDATION

Platinum Pharma can introduce new and unique products. By introducing new and
unique products Platinum Pharma can be pioneer in pharmaceutical field. They should
take serious actions to enhance their targeted areas and to strengthen their quality. They
can also work on improving product packing. They can introduce new and research
products. They can introduce inhalers, injections, interferon injections, antipyretics.
They should introduce big incentive policy to those employees who work hard because
they are not being compensated properly.
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24
GROUPS ALLOCATION IN PLATINUM PHARMA

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Sr. No. Name of Person Designation Group

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

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 DOCUMENTS CONSULTED
IN PLATINUM PHARMA

Sr. No. Documents Consulted

1. Annual Reports

2. Newsletters

3. Sales and Analysis sheets

4. Compensation, Benefits and Service Rules and Regulation

5. Advertisements

6. Job Descriptions

7. Training and Development Proformae

8. Performance Appraisal Proformae

9. Sample Contract Agreement

10. Leave Proforma

11. Daily Call Report

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ANNUAL REVENUE OFTHE PLATINUM PHARMA

Revenues (Millions) 2003 2004 2005 2006 2007 2008

NET SALES

DICSCOUNT

SALES

INSTITUTIONAL

SALES

Total Revenue

Source: Finance Department of Platinum Pharma.

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ANNUAL EXPENSES OF PLATINUM PHARMA

Expenses (Millions) 2003 2004 2005 2006 2007 2008

Advertising Cost

Marketing Expense
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 Utilities

Office Expense

Production cost

Total expenses

Source: Finance Department Platinum Pharma.

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 EMPLOYEES SUMMARY

No. of
Employees
Director Marketing

Business Unit Manager

Marketing Manager

National Sales Manager

Sales Manager

Area Sales Manager

Field Manager

Sales Promotion Officer

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Marketing Department
(SAMI Pharma)

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 REFERENCES

 Platinum Pharmaceutical co. website: http://www.platinumpharma.net/default.htm

 Business dictionary http://www.businessdictionary.com/definition/market-
segmentation.html
 Invest towards
http://www.investorwords.com/2988/market_segmentation.html

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