Download - Part 2
1.1 COMPANY HISTORY
1954 was a milestone year in the history of the pharmaceutical
industry. The history of dates back to 1954
when a proprietorship firm was conceived to manufacture ethical
drugs. It started with the modest introduction of a few oral liquid
products. Late Hamidur Rahman Sinha was the founder of the firm and
had been the main visionary of the organization since its inception
until his sad demise in February, 1994.
After its initial years of trials and tribulations, the firm was converted
into a private Limited Company in the year 1976 and the Balancing
Modernization, Replacement and Expansion (BMR&E) work on the
small old unit started in 1976 at a large new premise at Dhamrai,
Dhaka. Commercial Operation at the new modernized plant equipped
with sophisticated and advanced facilities began toward the end of
1983. Many challenges were faced and overcome successfully to
transform the company from a very small unit to what it is today a
giant in its field.
ACME continuously seeks to expand its production facilities, add
employees, and increase it sales and marketing efforts. According to
the latest statistics, out of 250 to 300 pharmaceutical companies in the
country, ACME is one of the top two.
ACME has also endeavored to strengthen its network of international
marketing operations to export its products abroad. We are optimistic
about our perpetual growth and success.
Over the years, the efforts made by the competent staff coupled with
customer confidence has fuelled our growth, prompting ACME to
overcome hindrances and progress towards its ultimate goal i.e.,
attaining success which indeed is what literally ACME stands for.
1.2 Founder and Management of the Company
Establishment of ACME was a great entrepreneurial effort of Late
Hamidur Rahman Sinha way back in 1954 and is a vivid example of a
great mind’s vision and its materialization. Post colonial Bengal was a
place of great uncertainty and hardship. Industrialization facilities were
meager and inadequate. One man came forward with his vision, amidst
the political turmoil and utter lethargy of the then-new Government.
It's not an easy task to set up a highly sophisticated industry, and
moreover do it without bank loans and governmental assistance. So it
demanded immense effort, strong determination along with vision and
dreams.
Nasir-ur Rahman Sinha (Chairman)
Mr Nasir-ur Rahman Sinha, Chairman of the The ACME Laboratories
Ltd., obtained M.A. in political science from Dhaka University in 1965
and is a pioneer manufacturing industrialist having vast
entrepreneurial foresightedness of business. He is also the Chairman of
"Sinha Printers Ltd" engaged as a pharmaceutical packers and printers
unit. He is connected with Dhaka Stock Exchange Ltd. since 1969 and
is also a member of D.S.E. He is the Managing Director of National
Equities and Financial Promoters Ltd. (Securities and Investment
Advisor). He is also the Director of "Sinha Fabrics Ltd", "Sinha Wool
Wears Ltd", ACME IT Ltd" and "The ACME Agrovet and Beverage Ltd"
Besides, he sponsored the first Internet Service Provider of the country
'Information Services Network Ltd.' (Bangla Net) as it's Director. He is
also a sponsor director of "Holiday Publication Ltd." engaged in
publishing 'Weekly Holiday' and 'Daily New Age'. He is widely
connected with many socio-cultural and philanthropic organizations.
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Mizanur Rahman Sinha (Managing Director)
Mr. Mizanur Rahman Sinha obtained his graduation degree in
Commerce in 1962. He started his career as a banker in Habib Bank
Ltd. of then Pakistan. After eleven years of service in different senior
positions, he left to join ACME as its Marketing Director in 1975.
He is also the founder Chairman of J. K. Fashions Ltd., Sinha Knitting
Ltd. and Sinha Fabrics Ltd. All companies are export-oriented in scope.
Afzalur Rahman Sinha (Deputy Managing Director)
Mr. Afzalur Rahman Sinha graduated from the University of Dhaka with
a degree in Science in 1973. He then proceeded to the United States to
further his studies in Business Administration in 1980. During his
studies he worked as an Analytical Chemist at the University of
Missouri in the United States. He then returned to Bangladesh in 1982
to join ACME as its Deputy Managing Director. He is also the Managing
Director of Sinha Wool Wears Ltd., a Director of Sinha Fabrics Ltd. and
J. K. Fashions Ltd.
Jabilur Rahman Sinha, Ph.D. (Deputy Managing Director)
Dr. Jabil R. Sinha has a B.S. in Chemistry from University of Dhaka,
Dhaka, Bangladesh, a M.S. in Pharmaceutical Chemistry from North
Dakota State University, Fargo, North Dakota and a Ph.D. in Organic
Medicinal Chemistry from University of Georgia, Athens, Georgia.
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1.3 The Mission of
The ACME Laboratories Ltd have holistic approach is to ensure Health,
Vigor and Happiness for all by manufacturing of ethical drugs and
medicine of the highest quality at affordable price and reaching out
even to the remotest areas by proper distribution network. We view
ourselves as partners with doctors, our customers, our employees, and
our environment.
1.4 Vision of
The vision of The ACME Laboratories is to reach out even to the
remotest areas of Bangladesh and improve lives with quality products
at an affordable price.
Since its inception in 1954, The ACME Laboratories has been working
relentlessly with a vision to ensure Health, Vigor and Happiness for all
and is on a perpetual quest for excellence.
1.5 Objectives
The main objective of the company is to achieve the maximum market
share along the whole country within very short time by utilizing good
reputations and providing better quality products.
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1.6 The Quality policy of
Absolute commitment to the highest obtainable standard of
quality product and service through excellence and concerted
efforts of both employer and employee.
The Company shall improve its market share and productivity to
enhance profitability through monitoring of its performance on a
regular basis and identify opportunity for continual improvement.
The Company has adopted the ISO-9001 and WHO cGMP
(Current Good Manufacturing Practice) standards. All employees
must adhere to the documented procedures and SOPs (Standard
Operating Procedure).
The Quality Management System shall be adequately resourced
with competent personnel, suitable premises, up-to-date
technology and requisite facilities.
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1.7 The Culture of the Organization:
Total Quality Assurance (TQA) is ACME’s avowed people oriented
commitment for ensuring the highest obtainable quality and total
customer satisfaction. Under the umbrella of Quality Assurance,
manufacturing process in ACME is carried out stringently in accordance
with the provisions of ISO-9001 and WTO, CGMP standard.
Accordingly all employee and functions adhere to the well documented
Standard Operating Procedure for achieving the prime objective of
ensuring high quality.
The quality department of ACME has outstanding facilities equipped
with most modern instrument and staffed with trained and highly
qualified personnel. All procedure for testing, sampling and inspecting
are clearly written, approved, implemented and recorded.
Manpower training being the essence of good performance the Total
Quality Management system is given due to importance at ACME.
Through in-house and external training program the company ensures
that the key personnel remain abreast of the latest of QA & GMP.
The management of ACME decided to embrace the 9000 series of
standard developer by International Organization for Standardization
(ISO) in order to provide assurance that the company operates a
specified Quality Management System (QMS). After a couple of years
of hard work lead to certification after formal Validation by Orion
Register, Inc. USA. Finally ACME becomes an ISO certified company in
June 08, 1999.
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1.8 The Philosophy of the Organization:
The success of ACME in the domestic market prompted it to explore
the international market as well. In 1995, it started its first journey to
international operation by exporting medicines to Bhutan. Since then it
has been expanding worldwide. The volume of sales increased
substantially with an average growth rate of 50% almost every year.
At present, ACME is exporting medicines to several countries in
neighboring South-East Asia, Africa, Middle East and the EU,
maintaining a philosophy to ensure 'Health, Vigor and Happiness' for
the whole mankind within its means and resources. Sales wise
Afghanistan is the top among the 11 countries ACME is exporting to
with a growth rate of 55%.
Among the medicines exported, Antibiotic, Antihypertensive,
Antiulcerant and Vitamin are remarkable.
The international marketing section is active in exploring the joint
venture production possibilities, establishment of pharmacies, agents
or distributors in the Central Asia, the Middle East, Africa, CIS countries
and other parts of the world.
ACME has started its operation in Pakistan and early reports of success
are encouraging for us. ACME has also planning to set up a
manufacturing plant there within a few years.
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1.9 Sister Concerns of ACME
The ACME Laboratories Ltd. ACME IT Ltd. ACME Aggravate & Beverage Ltd. ACME distribution Ltd. ACME Overseas Ltd Sinha Fabrics Ltd & Sinha Wool Wears Ltd MARS Aviation Ltd. MARS Universal Ltd MARS Air Ltd Sinha Printers Ltd AMBE Clearing Ltd
1.10 GROWTH, DEVELOPMENT & FUTURE
In the backdrop of a large population base and wider awareness of
Medicare among the rank & file, the pharmaceutical industry and
increase in awareness of Medicare among every strata of society.
Bangladesh has strong growth prospects. Since 1990 the company has
achieved an average growth rate of 25% compared to 13% registered
by the pharmaceutical sector of the country. The catalyst for the
growth rests with the people who work for ACME.
Today's research is the basis for future success. This applies in
particular to the innovative files of pharmacy. Novel ideas and
development of the highest quality manufacturing facilities will
continue to form the basis for newer products. The company's
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commitment will continue to generate new products to meet the
demands of consumers at home and abroad.
Our aspiration in attaining the acme (apex), the efforts of our r & d, the
confidence in our capabilities to produce, the alertness of our quality
assurance, the commitment of our team to excel.
And above all, the trust of our doctors’ community and customers is
our inspiration
1.11
Address of the company
Corporate Office:
Court De La ACME
¼, Kallayanpur,
Dhaka -1207
Plant:
The ACME Laboratories Ltd.
Dhamri, Dhaka, Bangladesh
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Phone: 88-02-9352901-02;
06222-88035, 88042, 88047;
Fax: 88-02-0340146
Email: [email protected]
2.1 Marketing Division of the ACME Laboratories Ltd:
In this organization have different types of division. Marketing division
is one of them. Their marketing division divided into six departments.
That’s are- Sales Department, Product Management Department
(PMD), Medical Service Department, International Marketing, Marketing
Service Department and Marketing Information System Department.
2.1.1 Fundamental Task of Marketing Department:
MAIN RESPONSIBILITY OF MARKETING DIVISION:
Marketing plan:
To prepare the marketing plan of the assigned products
emphasizing on positioning, target group analysis, promotional plan
(promotional material allocation, sales target fixation etc.)
Sales analysis
To monitor the sales data and analyze them as feed back of the
marketing plan and to take the corrective measures when required.
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Identification of new product:
Being a product officer, incumbent is also a member of Technical
Sub Committee (TSC), hence will identify new products and conduct
feasibility study of those particular products, and will place an
official proposal to TSC for commercially viable products.
Developmental work
To prepare Marketing brief, DML Inclusion paper
To forecast the sales and to set a price proposal of the product.
To select the brand name of the product.
To design the strip/blister/tube bottle label/others.
To design the commercial carton, catch cover, box label.
Promotion materials (for both old and new product)
To prepare the literature, pad, doctors letter, sticker, poster,
multimedia, gift item selection, etc.
To prepare the action plan for Field personnel.
To prepare the training manual.
Users Feed back
To maintain the users feed back report for product validation.
Training:
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To conduct the training of trainee MR's
To conduct the short course training on new products at different
sales centers.
Scientific Seminar:
To provide scientific papers and other supports to arrange scientific
seminar.
Doctor's Query:
To help the medical services department providing information on
products
ROUTINE WORK:
Library work for development of promotional materials
Correspondence with different departments of the company
Browsing the Internet for recent information.
ADDITIONAL TASK:
To conduct the MR/SR Recruitment test
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2.1.2 Strategies of Marketing Division:
Sl. No
Objectives Responsible Department
Evaluation System
01 Prescription share SalesPrescription shear will be evaluated on the basis of the prescription collected from the chemist shops from different corner of the country.
02 Increasing in overall market share (Growth)
Sales Yearly sales (Growth) compared to last year.
03 Increase in doctors’ call Sales Five Field Persons (Whose work stations previous year) of every sales center will be taken as sample to count doctor’s call.
04 To identify new products/molecules for launching.
Product Management Department
Current year report of identified new products
05 New product launch Product Management Department
Report on launching new products
06 No. of specific seminar arranged to increase customers satisfaction.
Medical Service Department
Total no. of scientific seminar arranged over the year.
07 No. of specific publication Medical Service Department
Total no. of specific publication over the year.
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08 On time delivery for better customer satisfaction
Distribution Department
No. of the orders returns due to late delivery all over the year.
09 Increase in annual sales in international market
International Marketing
Yearly sales (growth) compared to last year.
10 Number of newly registered products in international market.
International Marketing
Current year report on product registration.
2.1.3 Flow Chart of Marketing Department
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Sales Department
(SD)
Product Management Department
(PMD)
International Marketing
(IM)
Marketing Service
Department (MKSD
Medical service
Department (MSD)
Human Section
Brand Section -1
Brand Section -2
Brand Section -3
Marketing Information
System Department
(MISD)
Training Section
Marketing Division
2.1.4 Marketing Division Order Line:
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Marketing Director
Marketing Manager
HeadOf PMD
Veterinary & Agro Manager
Group In charge
Marketing Manager
Sales Manager
Assistances Sales Manager
Regional Sales Manager
Area Manager
Medical Representative
Product Officer
2.1.1 Sales Department:
Sales department is a part of the marketing department. The main
objective of this department is to increase the sales. The marketing
manager is responsible for this. He has to maintain a responsibility on -
Expense budget
Justify territory designing
Target share allocation
Timely recruitment
Sales forecast
Control mechanism
Handling donation
Visiting the critical customers.
The sales department is divided in to two parts.
i) Human Products
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ii) Veterinary Products
The job descriptions under sales department for Human &
Veterinary products are:
To achieve the sales target in a particular market.
To maintain regular contact with doctors & chemists to keep up
to date products information.
To implement company’s policy, plan and objectives and
generate prescription of ACMEs products and selling for their
products.
To cover all the areas of each territory and also transform
potential customers into customers.
To keep in touch with market and competitors’ activity, monthly
report, special report, sample statement in due time to reach
timely to destination and also doctors’ profile property.
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The National and Export Sales report for the last five years:
Year
Month
2003 2004 2005 2006 2007
February 160453669 182741099 195226848 243310028 253488887
March 167837902 214326939 214621727 275965490 297867903
April 199351761 218981281 213878912 259536542 354511578
May 221850817 240173549 224232998 256337606 331079862
June 215512994 251142018 252149916 260561470 368352983
July 223157039 227995750 28757639 323251445 383639412
August 192680337 209151594 231882282 271038922 311570584
September 192606025 210729761 215139081 281534700 308830165
October 211885992 231076505 299028498 278230886 341017743
November 228431965 237136083 298344595 303671172 348173155
December 198493736 217298656 276634236 308553190 327124322
January 195522379 230453451 270966684 262353342 346827875
Export
Sales
22817852 29231394 31801222 43542594 48045401
Yearly
collect
2430602468 270043808
0
3007664638 336788738
7
402052987
0
Yearly
Target
2874492587
6
340428535
6
4007131848 479424905
3
453867305
8
Yearly 85 79 75 70 89
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Achievemen
t %
Growth
Rate %16 11 11 12 19
2.1.2 Product Management Department:
The ACME's Product Management Department is of prime significance
for round-the-year operation of a pharmaceutical company and is
indispensable for its steady growth. Since inception, ACME faced the
challenges of introducing new and effective drugs to compete with
other competitors in the business.
ACME recognizes the need for progressive approach in order to lead
the ever competitive trends in the health care market. Our ACME's
Product Management Department is painstakingly involved in
research, which goes on unceasingly for medically innovative
therapies.
The ACME's Product Management Department equipped with latest
instruments to support various stages optimizations and technology
transfer to the plant. Personnel are trained and highly qualified
pharmacists and chemists, engaged constantly in improving upon the
formulation so as to make the drugs safer and more effective. Our
process is well established and has properly documented quality
management systems as per CGMP guidelines.
In short form, this department does pricing, designing and targeting all
types of product developing jobs like planning.
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The following functions performed by this department:
To prepare the literature
Generates sales information
Arranges conferences
Prepare product leaflets
Conducting research in fields
Collect information about competitors
Perform sales trend analysis
To control and look after the sales representative teams.
Major Functions of PMD deals are as follows:
1. Formulation of New Products
2. Reformulation (Where required)
3. Reprocessing (If Required)
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4. Problems solving related to formulation and
manufacturing. (Where required) or Trouble
Shooting.
5. Preparation of tentative master formula for a new
product/revision of existing master formula.
6. Development of new product.
1. Formulation of a new product:
PPD is responsible for the establishment of formulation and for
the preparation of the recipe of the drugs.
Steps involved in a new product development:
i) Product information from marketing department
along with necessary attributes.
ii) Preparation of recipe by the help of relevant
references.
iii) Requisition for purchase department for new
materials.
iv) To perform laboratory trail (Pre-formulation study)
v) Finalization of formulations.
vi) Analysis of the sample by QC and approval.
vii) Accelerated stability testing.
viii) Drug administration formalities.
ix) Selection of primary packaging materials.
x) Forecast from marketing department.
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xi) Preparation of provisional product data sheet.
xii) Provisional data sheet sent to production planning
department for new materials.
xiii) Preparation of tentative master formula comparing
with product data sheet.
xiv) Pilot batch production (Successive three batches)
xv) QC analysis and approval.
xvi) Preparation of final master formula with necessary
amendments.
xvii) Final master formula to product planning department
2. Reformulation:
Reformulation is necessary for the following three reasons:
i) For further improvement of product quality.
ii) For increase productivity
iii) For more cost effective formulation maintaining quality.
3. Reprocessing:
If the chemical assay by QA for a particular batch don’t comply
the standard, then PPD wilt check the batch and take necessary
action following approved SOP and discussion with QA.
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4. Trouble Shooting:
During production PDD, QA, Product department investigate the
case of formulation defects and take necessary steps
accordingly.
5. Preparation of Master Formula:
Among many important functions, preparation of master formula
is very important duty of PD department. This document contains
all the record regarding raw materials, production procedure,
packaging and quality assurance profile of product.
6. Development of Existing Products:
PPD also deals with the development of the existing product
formulations. The objectives are:
Improve the quality of a product.
Prevention of any type of problem existing in the product.
To minimize process time and cost maintaining quality.
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New product Development Strategy:
o Market Study & Sample Collection.
o Proposal
o Approval of proposal by Management.
o Marketing Brief/ Data Sheet
o Trade Name Selection.
o Letter to PD for Recipe.
o Sale Forecast to Costing.
o DML Inclusion Paper.
o Competitors Prices to Costing.
o Development of Packing Materials:
i) Inner Leaflet
ii) Blister/Strip/Label Design
iii) Commercial Carton Design
iv) Catch Cover Design
v) Box Label
oDevelopment of Promotional Materials
i) Literature
ii) Gift Items
iii) Doctors Letter
iv) Others
o Promotional Materials Allocation.
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o Multimedia.
o Training Material/ Action Plan.
o Product Launched.
o Sales evaluation.
o User feedback.
2.1.3 Marketing Service Department (MSD)
The job descriptions of Marketing Service Department are:
To ensure tender submitting (Govt. & Non Govt.).
To check different sorts of official letter.
To draft circular.
To ensure different sorts of Deport related works such as
Dispatch, Collection etc.
To check Transfer/Posting.
To assist Marketing Director, Marketing Manager, Sales
Manager, Distribution Manager, Asst. Sales Managers,
RSMs & ZMs.
2.1.4 International Marketing Department
This department deals with all sorts of marketing activities in the
overseas market. They ensure smooth and regular export of ACME
medicines in foreign countries. It has overseas offices in Pakistan,
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Singapore, and Myanmar etc countries. It exports ACME’s medicines in
18 countries.
The job descriptions of International marketing department
are
Marketing Concept: International Marketing department
will explore Promotion Bureau, Bangladesh Pharmaceutical
Association, Chambers of Commerce in foreign countries
or all possible sources to approach the overseas
pharmaceutical importers/companies.
To developing International Business Plan.
To ensure the International Legal & regulatory
consideration.
To determine Method or channels of export.
Making Pricing, Quotations & Method of Payment.
Take necessary steps for Product Adaptation, Registration,
Marketing, and Promotion & Redesign.
Globalization:
ACME’s success in the domestic market prompted it to explore the
international market. With the philosophy of ensuring health, vigor and
happiness for the whole mankind, ACME started its international
operations in 1995 by exporting medicines to Bhutan. Since then,
ACME made a strong presence in the international market and export
is increasing every year. Now ACME is successfully exporting to Nepal,
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Bhutan, Myanmar, Afghanistan, Pakistan, Sri Lanka, Philippines,
Vietnam, Hong Kong, East Timor, Gambia, Papua New Guinea and CIS.
Now ACME is trying to expand its international operations by stepping
into untapped market and strengthening its presence in existing
markets. International marketing is trying to develop new markets in
Ethiopia, Kenya, Sudan, Ghana, Yemen and other countries of Africa
and Asia.
The future promises greater prospects for the international marketing
of ACME. Bangladesh being an LDC will enjoy waiver from patent
protection until 2016 according to WTO TRIPS agreement, while
developing countries have to implement TRIPS compliant patent rules
from 2005. This has created immense opportunities for Bangladeshi
companies to export pharmaceuticals especially to LDCs. ACME being
aware of these opportunities is relentlessly trying to bolster its
international presence by capacity building, quality products and
superior services.
Export:
Export is our top corporate priority now. Their achievements so far:
Established ACME’s overseas office in Pakistan with a view to set
up a manufacturing plant within a few years.
MOU signed for mutual business interest with the Himalaya Drug
Company of India.
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ACME’s Export Markets:
Regular Export Market Irregular Export Market
Myanmar i) East Timor
Sri Lanka ii) Uzbekistan
Afghanistan iii) Yemen
Hong Kong iv) Malta
Nepal v) Cambodia
Pakistan vi) Gambia
Philippines vii) Bhutan
Vietnam
Market Development
Ethiopia
Myanmar
Cambodia
Nigeria (Vet)
Taiwan
Yemen
Kenya
KSA
Export Sales report for the last two years
Country 2006 2007Market
Increase Rate
Afghanistan 52,786.00 34,670.00
Sri Lanka 191,091.50 278,219.00
Nepal 115,602.85 129,518.75
Hong Kong 21,542.40 49,075.60
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Pakistan 16,995.00 8,202.00
Vietnam 18,600.00 23,700.00
Myanmar 41,.85.96 44,608.89
Philippines 110,264.00 106,371.50
Kenya 11,375.00 14,245.00
Bhutan 6,904.69
East Timor 6,439.73
PNG 7,192.50
Grand
Total
599,879.63 688,610.94
2.1.5 Medical Services Department:
The main work of this department is to communicate with the doctors
and to collect feedback from them. When a new product is launched,
the medical services department arranges seminars with the help of
product department and invites the doctors to attend. This department
also arranges many clinical meetings. In these meetings, they are
shown video presentations, which helps increasing the company
image. It is also supplied to the foreign countries.
Job Summary of Medical Service Department:
To present the pharmaceutical products and conduct the scientific
seminars.
To prepare presentation and other necessary works for arranging
scientific seminars
To prepare papers and audio visual aids for doctors as per their
needs for specific seminars and other purpose.
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To develop and publish quarterly Medical Newsletter.
To develop booklets, information cards, brochures, leaflet, posters
and other promotional items on different types of diseases, which
are relevant to ACME’s pharmaceuticals products.
To handle the queries from doctors and prepare answers related to
their queries.
To conduct training classes for the Trainee MRs.
To visit different stalls and collect doctors opinion.
To help in providing ideas and selection of gift items for the
attending doctors of scientific seminar.
To arrange seminars on pharmaceutical products with PCs (village
doctors).
2.2 Quality Assurance Department:
Acme's stated belief that, "No compromise on quality can be made in a
business that involves human lives," is the cornerstone of the
company's Quality Assurance program.
Total Quality Assurance (TQA) is ACME's avowed people oriented
commitment for ensuring the highest quality products and customer
satisfaction.
The Company has adopted ISO-9001 and WHO CGMP (Current Good
Manufacturing Process) Standards and has been accredited with ISO-
9001 certification in 1999. The entire manufacturing procedure,
starting with the incoming raw materials, through stringent
intermediate manufacturing process and packaging of products, to the
dispatching of finished goods, requires that analysts, pharmacists and
instructors monitor and control each step. Even after the release of
finished goods, the quality control lab tracks post-distribution spot
checks of all batches.
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The Quality Assurance Department of ACME has outstanding facilities,
equipped with latest instruments such as HPLC, GLC, AAS, UV-VIS,
FTIR, particle size analyzer polarimeter, potentiometric titrator with KF,
Liquid particle counter Laminar Air Flow, microscopes etc. Personnel
are trained and highly qualified. All procedures for testing, sampling
and inspecting are clearly written, approved, implemented and
recorded and all process, equipments or systems are validated that
reduce the cost of product with ensuring quality requirements, systems
and procedures to meet CGMP.
Manpower training being the essence of good performance, the Total
Quality Management System is given due importance at ACME.
Through in-house and external training programs, we ensure that our
key personnel remain abreast of the latest concepts of CGMP needs.
The Management of ACME decided to embrace the 9000 series of
standards developed by the International Organization for
Standardization (ISO) in order to provide assurance that the company
operates a specified Quality Management System (QMS). After a
couple of years of hard work, led to Certification after formal Validation
by Orion Registrar Inc., USA. Finally, ACME became an ISO certified
company in June 08, 1999.
Acme's Quality Assurance Department is equipped with the most
modern instruments and is staffed with well trained and qualified
personnel. All procedures for testing, sampling and inspecting are
clearly approved, implemented and documented. All instruments are
regularly calibrated and processes, machinery and premises validated.
Through training programs (in-house and abroad), the key personnel of
the company remain abreast of the latest concepts of Quality
Assurance.
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Quality Assurance Department monitors each step of manufacturing
operation and adopted “Good Laboratory practice (GLP)” to ensure
reliability and accuracy of the pharmaceutical product. The department
is subdivided into different section so as to ease and facilitate
documentation and proper operations. The sections are:
Raw materials section
Oral liquid section
Tablet section
MDI and DPI &HPLC section
IR section
Capsules, Ointment, Cream section
Microbiology section
Packaging section
Activities of Quality (QA) Department:
QA laboratory has to perform the following major responsibilities.
Sampling adequate for testing purpose (physical, chemical,
biological).
Issuing release, reject or quarantined advice for each batch of
raw materials,
Packaging materials and finished products.
Assessment of intermediate products for further processing.
Storing retained samples from each batch produced.
Maintaining batch wise fully quality control test records and
signature of the person(s) who performed the test.
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Batch documentation.
Ensuring precision and accuracy for all testing methods.
Performing environmental monitoring tests.
Calibration and standardization of laboratory equipments.
Control of lab, reagents.
Testing of any retained goods.
Stability test for finished products.
2.3 Research and Development Department:
The ACME Pharmaceutical Limited employs a significant potion of its
resources in its R&D. It wants to retain its position as a major player in
the Bangladesh pharmaceutical market through introduction of new
products with the aid of their R&D team. The team comprises of
academically sound and professionally competent diversified
professionals who has the commitment towards new product
development. R&D team of ACME pharmaceutical Ltd is consistently
striving towards-
Developing new formulations
Simplifying manufacturing processes
Minimizing product costs
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Doing pilot trial of new drug formulation.
2.4 Human Resource Department:
One of the fundamental aspects of our Corporate Objective is that our
people are our prime asset. It is not the machine or the technology
alone, but the invaluable mix of man-machine interface that makes
technology work. We believe that whereas the capacity of machine is
limited, human potential is unlimited. As such, ACME has been placing
utmost importance on the continuous development of its human
resources. We train people not only to do their jobs well, but also give
them an environment which fosters personal and professional
development.
Being one of the most dynamic pharmaceutical companies in
Bangladesh, we are adequately staffed with highly qualified,
experienced and innovative personnel. Over 3200 young, energetic
and highly motivated employees from diverse disciplines are working
34
untiringly with ACME at home and abroad. ACME's objective in this
respect is to develop its human resources by way of imparting training
both in-house and external institutions.
With a field force of over 1300 highly professional marketing
personnel, ACME is represented in every part of Bangladesh to ensure
promotion and distribution of its products at every level of consumer.
With the sustained efforts of our aggressive marketing team a good
number of our products have become the brand leaders in their
respective therapeutic segments.
Team work is the secret of ACME's success which has become part of
ACME culture.
2.5 Raw Materials Department:
This section deals with the potency of each and every raw material
that is imported by the ACME Laboratories Ltd. The raw materials
range from active ingredients, acceptances to packaging material. This
section deals not only the potency but also determine the percentage
of impurities in the material, which provides the basis of cross-
examination. According to the observation made by this section a
material is either rejected or accepted for use.
Various test involved in raw materials analysis: Identification
Solubility
Appearance of the solution
35
PH
Melting point limit
Loss on drying
Bulk density
Mesh size
IR spectroscopy
UV spectroscopy
HPLC
Operational rotation
Water content
Potency determination
Microbiological Test
2.6 Packaging & Packing Section
This section deals with the checking of procured packaging and
packing materials as well as monitors the proper packing of finished
products for their correct label, batch number, manufactured and
expiry date. The tests that are exercised by this section for packing
materials are:
Product Test
PVC and PVDC Color, width, thickness, weight par unit area etc
36
Cotton Appearance, weight, moisture content sulfated
Shipping Carton Weight, dimensions and thickness
Inner cartoon Height & level, description (text, color, general appearance)
weight etc
Plastic Cap Appearance, weight, length, diameter, volume capacity
Dropper Appearance, weight, length, capacity, adaptability, with bottle
cartoon & plastic cover
Mask type Appearance, width, adhesiveness
Bottle, ampoules
vials
Height, neck diameter, weight, volume capacity, light
transmission test etc
3.1 History of Pharmaceutical Marketing:
The marketing of medication has a long history. The selling of miracle
cures, many with little real potency, has always been common.
Marketing of legitimate non-prescription medications, such as pain
reliever or allergy medicine, has also long been practiced. Mass
marketing of prescription medications was rare until recently, however.
It was long believed that since doctors make the selection of drugs,
mass marketing was waste the resources, when specific ads targeting
the medical profession would be cheaper and jus as effective. This
would involve ads in professional journal, and visits by sales staff to
doctor’s office and hospital.
37
3.2 Concept of Pharmaceutical Marketing
Pharmaceutical marketing is a subspecialty of marketing. It can define
as process by which market for pharmaceutical care is actualized.
The emphasis pharmaceutical marketing is on pharmaceutical care,
and not just on drugs. The marketing of many is as such a part of
pharmaceutical marketing as is the marketing of drug products.
So, pharmaceutical marketing is not synonymous with significantly
broader than, the marketing of pharmaceutical.
Parties involve with Pharmaceutical marketing:
Parties who are involved with pharmaceutical marketing are given below;
o Hospital pharmacies
o Community pharmacies
o Third party insurance company
o Consulting pharmacies
o Pharmaceutical manufacturers
o Drug wholesaler
o Drug retailer
Levels of Pharmaceutical marketing system:
Marketing of Pharmaceuticals
Pharmaceutical organizational system
Pharmaceutical marketing system
Health care marketing system
General marketing system
38
Exchange flow and Relocated Pharmaceutical Marketing Functions
Product Product Information Information
Payment Payment
Dispensing Dispensing Right Right Right
3.3 Direct and indirect marketing to health care
providers:
Physicians are perhaps the most important players in pharmaceuticals
sales. They write the prescriptions that determine which drug will be
used by the patient. Influencing the physicians is key to
pharmaceutical sales. Historically, this was done by the large
pharmaceutical sales forces.
A medium size pharmaceutical company might have sales forces of
1000 representatives. The largest companies have tens of thousand of
representatives. Sales representatives’ calls upon physicians regularly
39
Pharmaceutical Production/Care
Organization System* Manufactures* Repackages* Pharmaceutical care providers
Distribution system
* Drug wholesaler* Community Pharmacies* Institutional Pharmacies * Others
Utilization System
* Patients* Purchasers* Decision Makers: physician, others
External System
* Control System* Health Care System* Economic System* Sociopolitical System
providing information and free drug sample to the physicians. This still
the approach today, however economic pressures on the industry are
causing pharmaceutical companies to rethink the traditional sales
process to physicians.
Pharmaceutical companies are developing process to influence the
people who influence the physicians. There are several channels by
which a physician may be influenced, including self-influence through
research, peer influence, direct interaction with pharmaceuticals
companies, and patient.
3.3.1Physician Targeting:
Identify the universe of physicians most likely to prescribe a given
drug. Historically this is done by measuring the number of total
prescriptions (TRx) and new prescriptions (NRx) per week that each
physician writes. This information is collected by the commercial
vendors. The physicians are then “deciled” in to ten groups based on
their writing pattern. Higher deciles are targeted. Some
pharmaceutical companies use additional information to deciles
physicians such as-
Profitability of a prescription (script).
Accessibility of the physician.
Tendency of the physicians to use the pharmaceuticals
company’s drug.
Effect of managed care formularies on the ability of the physician
to prescribe a drug.
The adoption sequence of the physicians.
40
3.3.2 Sales force size and structure:
Decide on the appropriate size of a sales force needed to sale a
particular portfolio of a drug to the target universe. Design the optimal
reach (how many physicians to see) and frequency (how often to see
them) for each individual physician. Decide how many sales
representatives to devote to office and group practice and how many
to devote to hospital accounts.
3.3.3 Sales force optimization:
Design sales territories in a manner that evenly spreads the work load
across territories, districts, and regions. Minimize the amount of time a
sales representative spends driving and maximize the time the
representative has to meet with physicians.
Call planning: Designing the optimal timing for each individual
physician’s sales call. Forecast each physician’s prescribing response
to a sale call over the next few weeks. Minimize the “annoyance
factor.”
3.3.4 Sales force effectiveness:
Monitor the performance of the sales force in the target universe of
physicians. Adjust market message, reach, frequency, timing,
territories or other actions in order to increase sales.
41
3.4 SWOT analysis of Bangladesh Pharmaceutical Industry is as bellow:
Strength:
1. Large protection of domestic industry by Drug Policy, 1982.
2. A good growth of market, around 15%-20% increase par year.
3. Availability of raw materials from nearest source location.
4. Least presence of multinational giants.
Weakness:
1. High price sensitive target group.
2. Need broad distribution network.
3. Need continuous monitoring for prescription generations.
4. Strong promotion of chemist group.
5. Bureaucratic drug approval procedure.
Opportunity:
1. Acceptability of new molecules to the doctor is high.
2. New market for meeting existing demands can be created.
Threat:
1. Identification of Indian Drug which is cheaper.
2. Trend of copying of highly prescribed drugs.
3. Price variation among different companies.
3.5 Facts of Pharmaceutical Sector in Bangladesh
The pharmaceutical market size in Bangladesh in terms of
manufacture (manufactured in Bangladesh by both locally owned
companies and multi nationals) selling price without the deduction of
VAT, in 1981 was Tk.1730 million.
In 1996 it rose to Tk. 10200 million.
42
The average yearly growth of the sector in these 15 years therefore
is tk. 688 million.
The average growth percentage over the same period is 12.81, the
highest yearly growth being in 1984 (25.22% over the previous year)
and the lowest in 1996 (1.5% over the previous year).
At present there are about 250 – 300 pharmaceutical companies
operating in Bangladesh.
Twelve top companies together control about 70% of the market.
Twenty companies out of them control 85% of the market.
3.6 Marketing Activities of ACME
Marketing is the core of a company. The entire activity of a
pharmaceutical company is basically pivoted around marketing of its
produces. No pharmaceutical company today can succeed nationally or
internationally unless the marketing is geared to meet successfully the
challenges of modern day pharmaceutical selling. Marketing thus
represents more than just satisfying the customers needs. It
43
represents an intrinsic capability to meet customer’s satisfaction to the
highest degree through uninhibited innovation.
Today because of the high level of competence, the marketing team of
ACME represents the best that a pharmaceutical company can strive
for. it represents a unique mix of experienced professionals with solid
background in marketing, sales and medicines. Many of the company’s
products now hold coveted positions with the major market shares in
their respective therapeutic groups. Traditional marketing activities
like advertisements in medical journals, participation min medical &
scientific seminars & symposia are complemented with personal
detailing by a highly trained and motivated field force of about 500
people.
The marketing Division of ACME consists of the products management
responsible for all aspects of innovative marketing and is manned by
number of Product Officers including a Senior Product development
Manager responsible for business unit based on the therapeutic
groups. The other important element of marketing is the Marketing
Information Services Department, which oversees field matters in close
co-operation with the sales personnel.
Another important area is marketing research &Information
Department working under Marketing Division headed by a Senior
Manager who is assisted by a group of young, intelligent & self
motivated persons responsible for collecting information &data on the
competitor’s activities, doctors prescribing habits, the market trends
and the customer’s opinion. The Marketing Division has been
instrumental in teamwork within & outside the organization.
44
Distribution is one of the vital parts of any marketing organization. It
plays a very significant role for achieving the desired sales growth. A
very good and effective distribution system consisting of 18 (sixteen)
sales centers throughout the country including the Central Sales
Center located in Dhaka that are operated and controlled by the highly
skilled and professional people. A Senior Manager under the direct
supervision of the Sales Manager heads the overall distribution.
Teamwork is the secret of ACME’s marketing success, which has
become a part of the company’s culture. Teamwork shapes the future
of the company’s marketing and for that matter the future of ACME
itself.
Market Program Decision of ACME:
A. Product napping boundaries
45
Every field person should inform that Generics is highly effective in
treating scabies, safe & highly effective for all ages, treatment of
choice in children, better than any other conventional anti-scabies
drugs.
B. Pricing policy
The pricing of generic is based on competitors’ price. ACME’s pricing
objective is to out of compete our closest rivals by snatching some of
their market share and to penetrate new market.
C. Distribution policy
Depot wise distribution of the product to fifteen depots will be ensured
by the help of distribution network.
D. Sales Force Strategy
To stimulate our sales force we should fix up and declare yearly bonus
and awards for top five sellers, frequent and extensive training should
be imparted to our field force.
4.0 Introduction
46
The product represents a bundle of expectation of the customer. The
product satisfies the new of society. A successful product insures its
promotion to satisfy the need of customer that is right to the market. A
good product should be able to generate extra amount of enthusiasm,
which is important market’s organization.
According to the Philip kotler, “A product is any thing that con be
offered to a market for attention, acquisition, use or consumption that
might satisfy a want or need. It includes physical objects, service
persons, organization and Ideas”
According to the Alderson, “A product is a bundle of utilities
consisting of various product features and accompanying services”
Products of ACME:
In order to meet the requirements by the WTO regulations and heavy
competition from 2016 resulting from globalization/ liberations of
trade and strict compliance of Intellectual Property Right, the company
has been trying to develop new products every year. At present ACME
has over 300 products existing in the market. The various products of
ACME are given in the following table according to the position of
existing, discarded and new products during the year 2006-2007.
SI.NO
Product Categories
Position as on
Adding
during year
Discarded
Total Net
47
1 Tablet 145
2 Capsules 31
3 Liquids 36
4 Indictable 40
5 Paed Drop 3
6 Ointment 8
7 Dry Syrup 20
8 Suppository 12
9 Inhaler 16
10 E&N Drops 5
11 Powder 1
12 Cream 9
Herbal
13 Capsule 1
14 Tablet 1
15 Liquid 3
Total 331
Output / Capacity Utilization
48
SI.NO Product Categories
Units Production in Thousand
% Increase/ Decrease
Capacity Utilization
1 Tablet Pcs2 Capsules Pcs3 Liquids Bottle4 Injectables Pcs5 ENT
Preparation and other
Phials
6 Opthal preparation and other
Phials
7 Dry Syrup Bottle8 Suppsitory Pcs9 Inhaler Van10 Basic
ChemicalsKg
11 Tablet- Agro Vet
Pcs
12 Powder- Agro Vet
Gm
13 Injection-Agro Vet
Pcs
14 Liquid- Agro Vet
Bottle
15 Aerosol- Agro Vet
Pcs
Human Pharmaceutical Products IndexOf
“The ACME Laboratories Ltd”
49
Analgesic & Antipyretic Antacid Anthelmintic Anticancer Antiamebic Antianginal Antiasthmatic & Bronchodilator Antibiotic & Chemotherapeutic Antidiabetic Antidiarrhoeal Antiemetic Antifungal Antihistaminic & Antiallergic Antihemorrhoidal Antihypertensive & Cardioprotective Antihyperlipidamic Antimigraine Antiplatelet Antispasmodic Antituberculous Antivertigo Anxiolytic and Antidepressant Diuretic Electrolytic Enzyme Expectorant Eye Product H2 Receptor Antagonist Hematinic Immunosuppressant Laxative Nasal Product Nonsteroidal Anti-Inflammatory Proton Pump Inhibitor Scabicidal Steroid , Vitamin & Mineral
MONAS the Product for Asthma:
Asthma
50
Asthma is defined as a disorder characterized by air way inflammation
and increased airway responsiveness resulting symptoms of wheeze,
cough, chest tightness and dyspnea. In another way Bronchial Asthma
is characterize by paroxysms of dyspnea accompanied by wheezing
resulting from reversible narrowing of the bronchial air ways by
muscle spasm mucosal swelling or visid secretion.
The effect of Asthma All over the World
In Bangladesh there are millions of patient sufferings from Asthma,
Other Allergic disease, environmental disorders, immunological
disorders etc. IACIB has been working on these disorders. IACIB has
introduced health card system for registration of patient attending
IACIB and its different service centers. IACIB has enlisted more than
40,000 patients suffering from Asthma, various allergic diseases and
immunological disorders for consultation, diagnostic, therapeutic and
prophylactic
Asthma is a very common disease in the United States, where more
than 17 million people are affected. A third of these are children. In
2002, 478,000 hospitalizations and 4,657 deaths were attributed to
asthma.
> Asthma affects all races and is slightly more common in African
Americans than in other races
> Asthma affects all ages, although it is more common in younger
people. The frequency and severity of asthma attacks tend to decrease
as a person ages.
> Asthma is the most common chronic disease of children.
Applied Anatomy and Physiology:
51
The upper respiratory tract includes the nose, nasophararynx, larynx
and liaed by ciliated columnar epithelium. The lower respiratory tract
includes the trachea bronchi. These form interconnecting tree of
conducting air ways eventually joining, via around 64,000 terminal
bronchioles with the alveoli to from the acini.
The acinuses are the gas exchange unit of the lung and comprise
branching respiratory bronchioles lading to clusters of alveoli. The
alveoli are lined mostly with flattened epithelial cells (type I
preumocyte and type II preumocytes)
Normal defense of lung:
Physical defense: - Most large particles are removed from inspired air
by the upper respiratory tract.
Mucociliary clearance: - Particles a diameter > 0.5 µm that survive
passage through the nose will be trapped by the lining fluid of the
trachea and bronchi and cleared by the mucociliary escalator.
Surfactnat & other defensive proteins: - With out surfactant lung will be
clopsed. Other defensive proteins including immunoglobins,
complement, α1 antrypsin which play an important role in protecting
healthy tissues from damage tissues which would be incurred by the
release of protineases from inflammatory cells during the inflammatory
process.
Alveolar Macrophages:- These multipotent cells normally patrol the
interior of the alveoli where they display a formidable array of
mechanisms by which they recognize and destroy bacteria and other
foreign particalls.
The remarkably versatile resident macrophase can also call in
reinforcement by genetering mediators which cause an inflammatory
response and attract granulocytes and monocytes. It may also
generate and immune respons by presenting antigens and by releasing
specific lymphokines. But uncontrolled release of some of these
52
powerful macroface products may cause disordered inflammation or
scarring responses which are likely to be important in the
phathogenesis of a variety of inflammatory disease including Asthma.
Probable causes of Asthma:
► Genetic susceptibility→ Specially a topic asthma runs in the family.
► Environmental Factors→ Urban, Modern and economically develop
populations are commonly sufferer.
House dust from carpets, mites, pollen nitrogen, dioxide from gas
cooking, sulphur dioxide are mainly responsible for Asthma.
► Drugs → Beta blockers, saliency lets and other NASD.
► Smoking → Definite relationship with Asthma and COPD in chronic
smoker. Anxiety and psychosocial factors have relation for the
development of Asthma.
Management of Asthma: Preventive measures → Patient education and avoidance of
precipitating factors.
► Management of chronic persistent:
Treat mental Steps:
1. Occasional use of inhaled short-acting β2- adernoceptor
agonists
2. Low-dose inhaled steroids (or other anti-inflammatory
agents)
3. High-does inhaled steroids or low-does inhaled steroids
plus long acting inhaled β2- adernoceptor agonist.
53
4. High-does inhaled steroids and regular bronchodilators.
5. Addition of regular oral steroid therapy.
All the drugs used in the traditional treatment of Asthma are not
without side effect, previously it was thought that histamine is
responsible for contracting the bronchial air way and produce Asthma.
Recent studies show those products of arachidonic metabolism and
1000 times more potent than histamine in producing Asthma.
Product of Arachidonic acid metabolism:
More recent management plan shows that if we can successfully block
the products of Arochidonic acid metabolism CysLT1 leukotriens
receptor including C4, D4 and E4 by any mean which will be more
effective in preventing and managing Asthma.
Description of the Products:
MONAS (Montelukast) the Asthma Manager:
Monas is a selective and orally active leukotriene receptor antagonist
that inhibits the cysteinyl leukotriene receptor. The cysteinyl
leukotrienes are products of arachidonic acid metabolism and are
released from various cells, including mast cells and eosinophils.
Cysteinyl leukotrienes and leukotriene receptor occupation have been
correlated with the patho-physiology of asthma, including airways
edema, smooth muscle contraction, and altered cellular activity
associated with the inflammatory process, which contribute to the
signs and symptoms of asthma.
54
85% of childhood and 50% of adult Asthma attacks are due to common
cold and Respiratory Tract Infections (RTIs) are usually caused by
viruses. These viruses are the most frequent triggers of Asthma
attacks.
During Asthma attack, bronchial epithelial cells and macrophages
increase Leukotrience production leading to bronchospasm.
According to PREVIA (Prevention of Virally Inducted Asthma) MONAS is
the first treatment option in Virally Induced Asthma (VIA).
Mode of Action
1. Eosinophil recruitment 2. Permeability of bronchial wall edema 3. Mucous secretion 4. Broncho constriction
55
IgE Antibody + Antigen
To stimulate the mast cell
Rupture the cell membrane of the mast cell
Release of cysteinyl leukotriene
Monas blocks CysLT receptor
CysLT binds with CysLT receptor leukotriene leukotrieneleukotriene
MONAS- the first line treatment option VIA
The international PERVIA (Prevention of Virally Inducted Asthma) study
involved 529 children with VIA. The children were given MONAS
(Montelukast) 4 or 5mg chewable tablet once daily for 12 months.
The average rate of Asthma attacks was reduced by almost 1/3
rd (31.90%) compared to placebo.
The time of first Asthma exacerbation was seen after 207 days
in Montelukast group and 147 days in placebo group.
The use of inhaled corticosteroids was reduced by 38.90% in the
Montelukast group compared to the placebo group.
Composition of MONAS
► MONAS 4: Each chewable tablet contains 4.2 mg Montelukast Sodium INN
equivalent to 4 mg Montelukast, which was approved by FDA.
The tablet is prescribe for prevention and chronic treatment of
asthma in children aged 2 to 5 years.
► MONAS 5: Each chewable tablet contains 5.2 mg Montelukast Sodium INN
equivalent to 5 mg Montelukast, which was approved by FDA.
The tablet is prescribe for prevention and chronic treatment of
asthma in children aged 6 to 14 years.
► MONAS 10:
56
Each chewable tablet contains 10.4 mg Montelukast Sodium INN
equivalent to 10 mg Montelukast, which was approved by FDA.
The tablet is prescribe for prevention and chronic treatment of
asthma for adolescents, adults and older.
Benefit and Features of MONAS:
MONAS appears effective and safe for the treatment of
children to adults with Asthma.
MONAS is well tolerable and cost effective.
MONAS reduces the need for inhaled cortricosteroids.
MONAS is generally well tolerated with a safety profile
similar to the placebo.
MONAS is the better alternative to salmeterol.
MONAS is the more convenient compared with cromoloyn.
MONAS has a very promising antiasthma drug, delivers a
balance of efficacy and safety.
MONAS is generally well tolerated with a safety profile similar to the
Placebo.
MONAS average reactions (≤1%)
MONAS 10mg / day
(n =1955)
Placebo(n = 1180)
HeadacheDizzinessDyspepsiaTrauma
18.41.92.11
18.11.41.10.8
57
Asthenia / FatiquePyuriaCough Congestion, nasalAbdominal painRash
1.81
2.71.62.91.6
1.20.92.41.32.51.2
Dosage and Administration:
Adults 15 years of age and older:
Single tablet (10mg) once daily at bed time.
Children 6 to 14 years of age:
Once chewable tablet (5mg) once daily at bed time.
Children 2 to 5 years of age:
Once chewable tablet (4mg) once daily at bed time.
Indications:MONAS is indicated for the prophylaxis and chronic treatment of
asthma in adults and children two years of age and others.
Contraindication:MONAS is Contraindicated in patients who are hypersensitive to
any component of this product.
Advice for the patients:
58
>> If the patients take corticosteroid s/he should continue to
take them, while taking the MONAS, even if their
symptoms improve.
>> Pediatric should be taken MONAS one hour before or two
hours after food. MONAS for adults can take with or
without food.
Advantages of MONAS over other Medicine used in the
treatment of Asthma:
► Efficacy:
The onset of action of MONAS is rapid and sustains with improvement
occurring within the first day and persisting throughout the 12 weeks
of treatment.
► Tolerance:
MONAS is well tolerable.
► Safety:
No significant difference in adverse events compared with placebo.
► Patient’s satisfaction
Patients’ satisfaction is optimum.
► Dosage frequency & clinical benefit:
Dosage frequency & clinical benefit are also optimum.
In this particular view Monas (Montelukast) acts as a magic bullet. It acts-
59
MONAS leads to improved clinical symptoms in RSV
(Respiratory Syncytial Virus) postbronchiolitis.
Improvement of eczema or urticaria with MONAS,
treatment in patients who had history of long-standing
eczema or urticaria.
MONAS has beneficial effect with cetirizine on a range of
daytime symptoms in the prevention of allergic rhinitis
symptoms.
MONAS is efficacious in chronic obstructive pulmonary
disease (COPD).
MONAS is efficacious in EIA (Exercise-Induced Asthma)
Precautions:
MONAS isn’t indicated for use in acute Asthma attacks. Therapy with
MONAS can be continued during acute exacerbations of Asthma.
MONAS should be use as monotherophy of the treatment and
management of exercise induced bronchospasm. There are no
adequate and well controlled studies in pregnant women. MONAS
should be used during pregnancy only if clearly needed. MONAS is
excreted in milk. So caution should be exercised when montelukast is
given to a nursing mother.
Drug Interactions:
It is reasonable to employ appropriate clinical monitoring when potent
cytochrome P450 enzyme inducers, such as Phenobarbital or rifampin,
are co-administered with montelukast.
Side-Effects:
60
MONAS has been generally well tolerated. Side-effects, which
usually are mild, including gastro-intestinal disturbances, dry
mouth, thirst; hypersensitivity reactions including anaphylaxis,
angioedema and skin reactions; asthenia, dizziness, irritability,
restlessness, headache, sleep disorders, upper respiratory tract
infection, fever, arthralgia, mylgia. The overall incidence of side
effects reported with montelukast was comparable to placebo.
Pack Size:
Marketing division has decided to change the pack size and carton
design of Monas catch cover for reducing packing cost and enhance
profitability grade of product. The existing and proposed pack size is
given below.
Product ProfitGrade
.
Unit priceTk.
ExistingProposed Price/
Carton
Remarks
Pack size
Paper Board
Pack size
PaperBoard
Monas 4 A 7.0 1X5’s SBD 3 X10’s
Grey Back Duplex
210.0
Monas 5 A 10.0 1X5’s SBD 3 X10’s
300.0
Monas 10
A 20.0 1X 5’s SBD 3 X5’s 300.0
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Asthma has many costs to society as well as to the
individual affected
Many people are forced to make compromises in their lifestyle to
accommodate their disease
Asthma is a major cause of work and school absence and lost
productivity.
Asthma is one of the most common reasons for emergency
department visits and hospitalization.
Asthma costs the US economy nearly $13 billion each year.
Approximately 5000 people die of asthma each year in this
country
SMART Objectives of MONAS launching
Short-term objective
1. Want to prepare the FPs for the promotion of MONAS.
2. To create a great share of voice in the market with MONAS
3. T o ensure availability of the product in all chemist self by first month of launching
4. To ensure all doctors are well informed about the brand MONAS by the very first month of launching
5. To earn prescription from the very first visit to a target doctor
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Long-term objectives
1. MONAS is the Brand Leader to beat MONTENE
(Square) & MONOKAST (Beximco), Hold 44% of
Prescription share.
2. Want to sale 10 crore Tk on the year 2008
3. Want to get 70% Prescription share within the year of 2015
Product Profile
Product Name : MONAS 4mg, 5mg & 10mg.
Beneficial Class : Asthma Patients
Generation : First
Generic Name : Montelukast
Dosage form : MONAS 4mg & 5mg are Chewable Tablet.
MONAS 10mg - Tablet
Strength : MONAS 4mg (2 to 5 Years),
MONAS 5mg (6 to 14 Years) &
63
MONAS 10mg (15 to adults)
Pack Size : MONAS 4mg : Each box contains 3X10’s tablet in alu-alu blister
strips
MONAS 5mg : Each box contains 3X10’s tablet in alu-alu blister strips
MONAS 10mg : Each box contains 3X5’s tablet in alu-alu blister strips
Price : MONAS 4mg Tk. 7/Unit, MONAS 5mg Tk. 10/Unit &
MONAS 10mg Tk. 20/Unit
Market Share : Around Tk 7.5 Crores out of 17 Crores.
Indication : It has three USFDA approved indications.
Doses : Once daily
Features & benefits
Features Benefits
MONAS is FDA Approved which is
the first time in Bangladesh for
the treatment of two indications
For Adult Children over 2 years.
Proof of efficacy for the
prescribers
Efficacy of oral tablets is
high/same as some parenteral
antibiotics
Can be used as an alternative to
different aged person
Long half life Once daily dosing; ensures
64
patients’ compliance
Competitive price Reduce treatment cost
MONAS is the more convenient
compared with cromoloyn.
MONAS reduces the need for
inhaled cortricosteroids
MONAS is the approved drug for
the treatment of penicillin
resistant infections
Can be prescribed against
penicillin resistant bacteria
Alu-Alu blister packing Ensure stability
Improved get-up
Brand name is short, attractive, &
meaningful
Will create positive impression in
the market
5.1 Price
The amount of money changed for a product or service or the sum of
the values that consumer exchange for the benefit of having or using
the products or services.
5.2 Why Pricing:
Price is the only element in the marketing mix that produces revenue –
the other elements produce cost. Yet many companies cannot or do
not pricing well. Pricing communicate the products perception, feature
and quality in the consumer mind so, it’s a vital element of marketing
mix.
65
5.3 Importance of Pricing:
The basic importance of pricing given below;
Price is the only one of several tools available for
influencing demand and therefore sales.
Flexibility in setting prices is limited as a rule.
There is often little margin for price variations between inevitable
and irreducible cost on the one hand, and the establish price
level in a market on the other.
Any pricing decision can become invalid or superseded at any
moment as a result of cost changes in consumer habit and
attitude.
It may be very difficult to correct a bad-pricing
decision without serious harm. Sudden reversals of policy –
whether upwards or downwards are liable to create major
problem in with the customer.
There is no universally valid and correct way to set a price:
awareness of the possible choices and options, and analysis of
the factor involved and the clear understanding of the objectives
to be achieved are needed to make intelligent pricing decision.
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5.4 Pricing Strategy
To set the price company takes the following three strategies;
Setting the price for the first time.
Adapting the price
Initiating and Responding to price changes
5.4.1 Setting the price:
Before setting the price of a new product a firm decides where to
position its product on quality and price.
Consideration in setting the price:
After setting its product in its market a firm sets its pricing policy. The
factor that consider in setting the price are –
Selecting the price objective
Determining Demand
Estimating costs
Analyzing competitor price and offers
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Selecting a pricing Method
Selecting the final price
5.4.2 Adapting the price:
Geographical Pricing
Geographical pricing may include -
FOB Origin Pricing
Uniform Delivered Pricing
Zone Pricing
Price discount and Allowances (physiological pricing)
Cash discount
Quality discount
Seasonal discount
Functional discount
Allowances
Promotional Pricing
Loss – Leader pricing
Special event pricing
Cash rebate pricing
Warranties and service contracts
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Discriminatory pricing
Customer segment pricing
Location pricing
Time pricing
5.4.3 Initiating & Responding to price change
After developing their pricing strategies, companies may face situation
where they may need to cut or raise prices.
Initiating price cuts -
Reason for price cut –
a) Excess capacity
b) Decline market share
c) Drive to dominate the market through lower cost
Risk in assuming this strategy –
a) Low quality trap: Consumer may think that quality is low.
b) Fragile market share trap: Its buys market share but brand loyalty.
Customer will shift to the next lower price firms that come alone.
c) Sallow pockets trap: the higher price competitor may cut their
prices and have longer staying power because of deeper cash
revenue.
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6.5 Price Elasticity Theory
A decrease in the price of a good, all other things held constant, will
cause an increase in the quantity demanded of the good.
An increase in the price of a good, all other things held constant, will
cause a decrease in the quantity demanded of the good.
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Quantity
Price
P1
P2
Q2 Q1
Elasticity:
Elasticity is a measure of how much buyers and sellers respond to
changes in market conditions allows us to analyze supply and demand
with greater precision.
Elasticity is a measure of how much buyers and sellers respond to
changes in market conditions allows us to analyze supply and demand
with greater precision.
Price Elasticity of Demand is the percentage change in quantity
demanded in response to a percent change in the price. It is a measure
of how much the quantity demanded of a good responds to a change in
the price of that good.
Computing the Price Elasticity of Demand the price elasticity of
demand is computed as the percentage change in the quantity
demanded divided by the percentage change in price.
Point definition:
Linear definition
Arc definition:
Here
Q = Change in demand
P = Change in price
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2 1 2 1
2 1 2 1P
Q Q P PE
P P Q Q
/
/P
Q Q Q PE
P P P Q
1P
PE a
Q
α 1= Coefficient of price elasticity P2 = Price after
change
Q1 = demand before price increase Ep = Elasticity of price
Q2 = demand after price increase
P1 = Price before change
Competitors price
Product Company Pack Size Unit price (Tk.)
Montair 4 Incepta 3X10’s 7.0
Montair 5 Incepta 3X10’s 10.0
Montair 10 Incepta 2X10’s 20.0
Monocast 4 Beximco 2X10’s 7.0
Monocast 5 Beximco 2X10’s 10.0
Monocast 10 Beximco 1X10’s 20.0
Montene 4 Square 1X10’s 7.0
Montene 5 Square 1X10’s 10.0
Montene 10 Square 1X10’s 20.0
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Considering the competitor price we are not favoring the price increase
of Monas.
6.0 Different Methods of Sales Promotion:
In the pharmaceutical industry, companies cannot market their product
directly to the final consumer for obvious reasons. Instead, they have
to promote their products through its channel of distribution. The main
parties who are in the receiving end of promotional activities of
pharmaceutical companies are doctors, physicians and chemist in drug
stores. In ACME Laboratories Ltd, several promotional methods are
used. They are (1) Samples, (2) Writing Pads, (3) Gift Items, (4)
Literature, (5) Discounts.
1. Samples:
These are samples of new products that a company plans to introduce.
In traditional style pharmaceutical marketing, the company generally
promotes its new product by providing free samples to doctors and
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physicians who can read about it, learn about its features and are free
to test it on their patients.
2. Writing Pads:
This is a useful form of promotion in that it helps to inform, convince
and remind the doctors about the products and its features every time
they open the writing pad to write something down.
3. Gift Items:
This can be of a wide variety starting from pens, mugs, and
paperweights to decoration pieces. These products are usually given
as presents to doctors, physicians and sometimes pharmacists to serve
as an incentive, reminder about the product. These gift items are given
along with the literature and / or the pad.
4. Literature:
This gives a detailed description of the various features of the product,
its contents, recommended dosage, advantages and disadvantages a
user can get from using the product etc. It aims to differentiate the
product from other competition and emphasize the products
differentiating features.
5. Discounts: This promotional measure is directed towards chemists or pharmacist.
These discounts are given at various times during the life cycle of a
product. They are given to encourage the chemist to increase orders
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for the product. There are many ways this can work for the
pharmaceutical company. On the one hand, the price advantage
entices chemists to buy this product instead of its competitors. Once
they stock up on a particular product they will recommend the product
to customers and even convince customers to buy that particular
product instead of any other product of the same use. Chemists do this
because they would want to finish its stock of that product which they
bought to take advantage of the discount and also because they would
make more profit by selling the discounted product rather than a non-
discounted one. Another bonus given to chemists comes in the form of
gifts. For example, if a chemist buys TK. 10,000 worth of goods from
the company, they are given a dinner set or a wall clock as a gift.
There is also the chemist-doctor effect that comes into play when a
company gives a discount for a certain product. Doctors usually know
what products fill the shelves of the drug stores adjoining their
chambers. Another measure taken can be artificially stopping supply of
a certain product to generate demand or to see how popular the
product is in the market
7.0 Channel of Distribution
To ensure internal & external Distribution of medicine both Human &
Veterinary including other products and to full-fill the demand of
ACME’s valued customer they supply fresh medicine in right time. To
do so they follow their Deport manual, through monitoring of all
activities, they extent their cooperation in order to develop relation
with their valuable customer and work of customer’s satisfaction.
ACME also use their competent personnel, several Sales including
central Sales centre, up to date technology and requisite facilities.
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Target Doctor:
1) Medicine Specialist
2) Chest Specialist
3) General Physician
4) Child Specialist
5) Cardiologist
6) ENT Specialist
7) Hospital Practitioner
SWOT ANALYSIS OF MONAS
8.1 SWOT analysis
Strength
►Quality of Acme's antibiotic.
► Large sales team
Weakness
► Late in the market not giving
price benefit to the end users.
►Doctors mind set
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► Doctors faith on Acme's
Antiasthmatic
► MONAS appears effective and safe
for the treatment of children to adults
with Asthma.
► MONAS is well tolerable and cost
effective.
► MONAS is generally well tolerated
with a safety profile similar to the
placebo.
► MONAS is the better alternative to
salmeterol.
► MONAS is the more convenient
compared with cromoloyn
► Lots of new Antiasthmatic are
coming (cromoloyn, placebo now
available in the market)
►There are no adequate and well
controlled studies in pregnant women.
►Side -effects, usually are mild,
including gastro-intestinal
disturbances, dry mouth, thirst;
hypersensitivity reactions including
anaphylaxis, angioedema and skin
reactions; asthenia, dizziness,
irritability, restlessness, headache,
sleep disorders, upper respiratory
tract infection, fever, arthralgia,
mylgia.
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Opportunity
► Established & Growing market
segments
► MONAS is well tolerable and cost
effective.
► Well penetration in the market.
► MONAS has a very promising
antiasthma drug, delivers a balance of
efficacy and safety.
► MONAS reduces the need for
inhaled cortricosteroids.
► MONAS has a very promising
antiasthma drug, delivers a balance of
efficacy and safety.
Threat
► Montene (Square), Monokast
(Beximco) & Montair (Incepta)
already created their market
► Promotional strategy of
competitor companies.
► Increasing Price
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8.2 Strategy taken/ to be taken get success
SO Strategy
Growing market segment if we
can promote properly we will be
able to cut a good share in this
generic.
Well-accepted generic we will
have to establish our brand.
WO Strategy
ACME is late in markets; It may be an
advantage because doctors already know
about the generic. We will have to just
establish our brand. Also we have to
highlight the price benefit, which we are
giving to patients.
New molecule will come but it can be
overcomed by vigorous promotion & market
segmentation.
ST Strategy
Competitors have a created market
and we have a large number of F.P
s to achieve our objective we will
have to create new markets & have
to snatch market share from
competitors also have to utilize
ACME friendly doctors.
Our promotional strategy will be
competitive of the rival competitors
to fight back them.
WT Strategy
We are very late in the market on the other
hand Square, Incepta, Beximco have created
a market. We can overcome the late entry by
our corporate image & proper utilization of
promotional materials.
Competitive promotional strategy will be
taken in favor of MONAS (Sam, Lit, Pad, Gift,
Discount etc.)
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9.1 Problem Definition
9.1.1 Background of the study:
A successful marketing strategy begins with the proper understanding
why and how the consumers behave as they do. Behind the every
visible act of consumers making purchase lays an important decision
process that need to be investigated by the marketers. And on fact this
decision process is influenced by the different factor like physiological
factor, which include motivation personality characteristics, perception,
value benefits, attitude and life style. Situation factors such as
purchase task, temporal effort and attended states.
In addition of these factors, one more important factor that basically
has a great effect on the buying process of a consumer is the
marketing wise effects of an organization.
The marketing effects are a combination of various strategies based on
which the success of the product in the market lays. These strategies
are about the product, price, place and promotion.
9.2 Development of an Approach to the Problem
9.2.1 Objective of the study:
Major objective
The major objective of this study to show the effective of the product
MONAS and comparison of sales promotion activities among the
leading pharmaceutical companies so that effective strategies can be
applied by ACME.
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Specific objectives
To find out the proper promotional strategy for the MONAS
To know the sales promotion strategies and determined the
attractiveness of the competitors.
To formulate a master marketing plan.
To analyze the SWOT of the sales promotion activities of the generic
MONAS
To know the customer preference for this brand.
To determine the quality of product from the doctor perception
To determine the increase market coverage.
To determine the field persons motivation.
9.2.2 Analytical Model
In the study the analytical model will be followed are given bellow:
Identify the problem
Research proposal and approval
Questioner development and approval
Conclude the fieldwork & Data collection
Data compiling
Comparison with other sources of data
Checking the error
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9.3 Research Design Formulation:
Research design is a framework or blue print for conducting the
marketing research project. It species the detail of the procedures
necessary for obtaining the information needed to structure and/or
solve marketing research problem. The main research designs usually
adopted in the various research programs are shown bellow:
1) Exploratory research design
2) Descriptive research design
3) Casual research design
In the study Descriptive Research Design has been used. Descriptive
research design is a type of research, which has its major objective the
description of something usually, market characteristics or functions.
To prepare the report product officer collected data from different
sources and compiling the data to prepare the final report.
To prepare the report product officer will be collected the data about
the present market condition about his product (MONAS), the
promotional strategy for this product is effective or not, which
promotional strategy followed by the other competitors, which
promotional strategy should be followed by the manager to increase
the market share of MONAS.
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9.4 Field work or Data collection:
9.4.1 Sources of Data
Two types of data have been collected for conducting this research.
These are as follows:
1) Primary data &
2) Secondary data
Primary data has been collected through the following way:
Interview with the Area Manager.
Interview with the Field Persons.
Interview with the Doctors.
Interview with the chemist.
Secondary data has been collected through the following way:
Company profile
Internal reports
9.4.2 Model of Primary Data Collection:
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The models followed by the Product officer to collect the primary data
are given below;
Model no.1
Area Manager/MR/Product officer (Surveyors)
Doctor
Present the Approach by Surveyors
Response from Doctor
The model have shown that the Surveyors (AM/MR/PO) will go through
the doctor and present their approach to the doctor about their subject
matter of survey then the doctors think about the surveyor subject
mater/ question for proper understanding, after that the doctor present
his or her opinion about the surveyor question.
Model 2.
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Product officer Director
(Marketing and Sales) Sales Center
Zonal Manager
Area Manager
MR Market (Chemist/Doctor)
The Brand manager will go through the sales center to collect the
information about the product with the permission of Director
marketing and sales. Where as Director Marketing and sales informed
the zonal manager by mail or phone. After that zonal manager inform
to the Area Manger to present the market situation where as Area
Manager collect the necessary information from the MR or directly
observed to the market.
9.4.3 Secondary data collection process:
Secondary data will be collected from the Company project profile and
any other internal report.
9.4.4 Pilot study:
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In this part surveyor will try to know about the promotional effects,
market position, others competitors position of the MONAS. The main
study is to know about product promotional strategy, pricing effect,
and promotional effect of the product. The report will be based on
primary, Secondary, and tertiary data to prepare the report
successfully. Surveyor will try to precede works systematically.
To prepare an appropriate final report surveyor will collect data,
analyze the data and compile the data.
9.5 Limitation of the study:
The limitations of the study are given below;
Negative aspect of the research technique of personal interview
like personal bias and error might have affected of the data
collection.
The study is limited because of it conducted with limited product.
Negative attitude toward market research in general also reflect
upon the actuality of data.
Wrong understanding the question by the field person/Doctor
and others from where data are collected.
Limited time period.
9.5 Data preparation and Analysis:
To conduct the research it has taken sample to find out the overall
probable scenario of MONAS’s market.
9.5.1 Sampling Plan
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For the study I have selected four types population of interest—
Chemist, Doctor, Area Manager, Field persons. I don’t have the lists of
those groups and they cannot be taken by unbiasness, though the
company has a list but for statistic information it should better to use
probability sampling.
So I have to select probability sampling for my research. My sample
frame, sample elements and sample unit should be biased and taken
by judgment because everyone has no equal chance of being selected.
9.5.2 Sample Size
I have got only 60 days for my study. Company has funded Tk2000 for
me to conduct my study so it was impossible for me to take larger
sample.
Sample size
Chemist 25 unit
Doctors 25 unit
Field Persons 20 unit
After collected the data from the Doctor, Area Manager, Chemist, Field
persons and company’s internal sources about MONAS, it has been
editing, coding, transcription and verifying of data for preparation of
final report.
9.6 Report Preparations and Presentation:
After data preparation and analysis’s it have prepared for final report.
This is the overall scenario the ACME’s Product.
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9.7 Research Budget:
Budget For Data collection
Items Per Person /
Per Day
Total Day Total Cost
Tk
Convenes 100 10 1000
Refreshment 50 10 500
Total Budget for Data Collection ………………... 1500 Tk
Budget for Data entry:
Items Expenditure Days Total Cost
(Tk)
Pen Drive 1050 1050
Refreshment 50 5 250
Total Budget for Data entry …………… 1250 Tk
Budget for Report Analysis:
Refreshment par day = 100 Tk
Total = 100 x 4 = 400 Tk
Budget for report prepare:
Items Par Day Total Day Total Cost (Tk)
Stationary 500 5 2500
Refreshment 50 5 250
Total Budget for Report Prepared …………………… 2750
Tk
Total Research Budget:
Budget for Data Collection……………………1500 Tk
Budget for Data entry …………………… 1250 Tk
Budget for Report Analysis .……………… 500 Tk
Budget for Report Prepared………………… 2750 Tk
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Others ………………….. 100 Tk
Total …………………… 6000 Tk
Doctors Prescription Analysis
Q. 1. Please Rank the Companies Product you usually
prescribe.
(7= highest prescribed & 1= Lowest prescribed)
After analyzing the survey question we go to rank of the seven
pharmaceuticals company’s. The ranks in Dhaka City for
pharmaceutical Company are stated bellows:
1st Position: SQUARE Pharmaceutical Company with 22%
weight.
2nd Position: BEXIMCO Pharmaceutical Company with 19%
weight.
3rd Position: INCEPTA Pharmaceutical Company with 15%
weight.
4th Position: ACME Pharmaceutical Company with 14% weight.
5th Position: ACI Pharmaceutical Company with 13% weight.
6th Position: NOVORTIES Pharmaceutical Company with 10%
weight.
7th Position: ARISTO Pharmaceutical Company with 7% weight.
Interpretation:
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According to the survey, we found that ACME Laboratories hold the 4 th
position as because towards the Doctor’s prescription in Dhaka City,
we knew that MPO’s are not effective enough to motivate the Doctor’s
to prescribe ACME Laboratories Products.
Q. 2. Please Rank the Companies you usually prescribe for
ASTHMA.
(7= highest prescribed & 1= Lowest prescribed)
After analyzing the survey question we go to rank of the five
pharmaceuticals company’s that Doctors are usually Prescribe for
ASTHMA treatment. The ranks in Dhaka City are stated bellows:
1st Position: Montene (SQUARE) with 30% weight.
2nd Position: Monas (ACME) with 25% weight.
3rd Position: Montair (INCEPTA) with 18% weight.
4th Position: Monocast (BEXIMCO) with 12% weight.
5th Position: Others Pharmaceuticals with 15% weight.
Interpretation:
According to the survey, we found that ACME Laboratories hold the 2nd
position for ASTHMA treatment as because towards the Doctor’s
prescription in Dhaka City, we knew that, the product is very sound in
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quality, the price reasonable, the promotional activity & Product
Literature are outstanding to hold and increase the market share.
Q. 3. Based on what criteria you usually prescribe a company’s
Product. Please Rank. (7= highest prescribed & 1=
Lowest prescribed)
After analyzing the survey question we got some criteria that Doctor’s
are usually prescribe based on it. The criteria are stated bellow
according to their choice:
1st Criteria: Quality weight with 35%
2nd Criteria: Price weight with 20%
3rd Criteria: Packaging weight with 18%
4th Criteria: Promotional Items weight with 14%
5th Criteria: MPO’s Efficiency weight with 13%
Interpretation:
According this Question survey we observed that Doctors are usually
prescribed a Pharmaceuticals product based on its Quality. So, Quality
is the prime concern.
Q. 4. What is your perception towards ACME Laboratories
Product?
(i) Very Good (ii) Good (iii) Average (iv) Poor (V)
Very Poor
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Analysis:
Very Good
(5)
Good (4) Average
(3)
Poor (2) Very Poor
(1)
5 x 5 = 25 4 x 7 = 28 3 x 10 = 30 2 x 2 = 4 1 x 1 = 1
25 + 28 + 30 + 4 + 1 = 88 ÷ 25 = 3.52 (Good)
Interpretation:
According this Question survey we determine all the pharmaceuticals
of ACME Laboratories. So the position from the outcome of this survey
is good.
Q. 5. Please Rank Detailing of the following with regards to
ACME Laboratories. (5=Highest Prescribed & 1=Lowest
Prescribed)
a) MPO’s Detailing Capacity. (1) (2) (3) (4)
(5)
b) MPO’s Communication skill. (1) (2) (3)
(4) (5)
c) MPO’s objection handling Capacity (1) (2) (3) (4)
(5)
d) Quality of gift materials (1) (2) (3)
(4) (5)
e) Quality of printed promotional material (1) (2) (3) (4)
(5)
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f) Quality of packaging materials (1) (2) (3)
(4) (5)
5(a). Analysis of MPO’s detailing Capacity:
1 2 3 4 5
1 x 1 = 3 2 x 6 = 12 3 x 13 = 39 4 x 3 = 12 5 x 2 = 10
3 + 12 + 39 + 12 + 10 = 76 ÷ 25 = 3.04
Interpretation:
According to the data analyzing we got about 3.04 = 3 Points. That
indicates 3rd rank for MPO’s detailing capacity. That Means MPO’s
capacity is average.
Q. 5(b). Analysis of MPO’s Communication skill:
1 2 3 4 5
1 x 1 = 3 2 x 6 = 12 3 x 11 = 33 4 x 5 = 20 5 x 2 = 10
3 + 12 + 33 + 20 + 10 = 78 ÷ 25 = 3.12
Interpretation:
According to the data analyzing we got about 3.12 = 3 Points. That
indicates 3rd rank for MPO’s communication skill. That Means MPO’s
communication skill is average.
Q. 5(c). Analysis of MPO’s objection handling Capacity:
1 2 3 4 5
1 x 1 = 3 2 x 10 = 20 3 x 9 = 27 4 x 3 = 12 5 x 2 = 10
3 + 20 + 27 + 12 + 10 = 72 ÷ 25 = 2.88
Interpretation:
According to the data analyzing we got about 2.88 = 3 Points (almost).
That indicates 3rd rank for MPO’s objection handling capacity. That
Means MPO’s objection handling capacity is average
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Q. 5(d). Analysis of Quality of gift materials:
1 2 3 4 51 x 1 = 3 2 x 12 = 24 3 x 7 = 21 4 x 3 = 12 5 x 2 = 10
3 + 24 + 21 + 12 + 10 = 70 ÷ 25 = 2.80
Interpretation:
According to the data analyzing we got about 2.80 = 3 Points (almost).
That indicate the quality of gift items is underprivileged.
Q. 5(e). Analysis of Quality of printed promotional materials:
1 2 3 4 51 x 1 = 3 2 x 2 = 4 3 x 7 = 21 4 x 10 = 40 5 x 5 = 25
3 + 4 + 21 + 40 + 25 = 93 ÷ 25 = 3.72
Interpretation:
According to the data analyzing we got about 3.72 = 4 Points. That
indicates the qualities of printed promotional materials are good.
Q. 5(f). Analysis of Quality of packaging materials:
1 2 3 4 51 x 1 = 3 2 x 2 = 4 3 x 7 = 21 4 x 12 = 48 5 x 3 = 15
3 + 4 + 21 + 48 + 15 = 91 ÷ 25 = 3.64Interpretation:According to the data analyzing we got about 3.64 Points. That
indicates the quality of packing materials is good.
Q. 6 . How frequent an MPO’s of ACME Laboratories visit you?
(i) Daily once (ii) Weakly twice (iii) Weakly once (iv) Once in 10 days
Daily once (4) Weakly twice
(3)
Weakly once
(2)
Once in 10 days
(1)
4 x 5 = 20 3 x 4 = 12 2 x 6 = 12 1 x 10 = 10
20 + 12 + 12 + 10 = 54 ÷ 25 = 2.16
Interpretation:
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According to the data analyzing we got about 2.16 = 2 Points. That
indicates that the MPO’s of ACME Laboratories generally visit the
Doctors Once or Twice in a weak.
Q. 7 . How frequent you prescribe ACME Laboratories
Products?
i) One product in every prescription.
ii) More than one product in every prescription.
iii) One product in alternative prescription.
iv) One product in every 3 (three) prescription.
v) Prescribe frequently
vi) Prescribe very rarely.
1 (6) 2 (5) 3 (4) 4 (3) 5 (2) 6 (1)6 x 1 = 6 5 x 0 = 0 4 x 2 = 8 3 x 10 =
30
2 x 11 =
22
1 x 1 = 1
6 + 0 + 8 + 30 + 22 + 1 = 67 ÷25 = 2.68
Interpretation:
According to the data analyzing we got about 2.68 = 3 Points (app).
That indicate that the Doctors are prescribe ACME Laboratories at least
one product in almost 3 (three) prescription.
Q. 8 . What is the quality of ACME Laboratories Medical
journal?
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(i) Very effective (ii) Effective (iii) Average effective (iv)
Bellow Standard
1 (4) 2 (3) 3 (2) 4 (1)
4 x 10 = 40 3 x 11 = 33 2 x 4 = 8 1 x 0 = 0
40 + 33 + 8 + 0 = 81 ÷25 = 3.24
Interpretation:
According to the data analyzing we got about 3.24. That indicate the
most of the Medical journals ACME Laboratories are effective.
Q. 9 . Do you think that ACME Laboratories should come out with New product to increase the image & acceptance?
Yes No23 out of 25
(person) = 92%2 out of 25 (person)
= 8%
Chemist Prescription Analysis
Q. 1. Please Rank the Companies Product you usually
prescribe.
(7= highest prescribed & 1= Lowest prescribed)
After analyzing the survey question we go to rank of the seven
pharmaceuticals company’s. The ranks in Dhaka City for
pharmaceutical Company are stated bellows:
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1st Position: SQUARE Pharmaceutical Company with 23%
weight.
2nd Position: BEXIMCO Pharmaceutical Company with 20%
weight.
3rd Position: INCEPTA Pharmaceutical Company with 16%
weight.
4th Position: ACME Pharmaceutical Company with 14% weight.
5th Position: ACI Pharmaceutical Company with 11% weight.
6th Position: NOVORTIES Pharmaceutical Company with 10%
weight.
7th Position: ARISTO Pharmaceutical Company with 6% weight.
Interpretation:
According to the survey, we found that ACME Laboratories hold the 4 th
position as because towards the Chemist opinion in Dhaka City,
Products. SQUARE has its familiarities better brand image, many
different types of product with available supply towards the chemist
shop. So, sales volume is very high among the other pharmaceuticals
product. ACME Laboratories hold the 4th position as because its
products category small in comparatively top of others and
Promotional activity should have increase.
Q. 2. Please Rank the Companies you usually prescribe for
ASTHMA.
(7= highest prescribed & 1= Lowest prescribed)
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After analyzing the survey question we go to rank of the Seven
pharmaceuticals company’s that Chemist are usually Prescribe for
ASTHMA treatment. The ranks in Dhaka City are stated bellows:
1st Position: Monas (ACME) with 30% weight.
2nd Position: Montene (SQUARE) with 25% weight
3rd Position: Montair (INCEPTA) with 16% weight.
4th Position: Monocast (BEXIMCO) with 15% weight.
5th Position: Others Pharmaceuticals with 14% weight.
Interpretation:
According to the survey, we found that ACME Laboratories hold the 1st
position for ASTHMA treatment as because towards the Chemist
prescription in Dhaka City, we knew that, the product is very sound in
quality, the price reasonable, the promotional activity & Product
Literature are outstanding to hold and increase the market share.
Q. 3. Based on what criteria you usually prescribe a company’s
Product. Please Rank. (5= highest prescribed & 1=
Lowest prescribed)
After analyzing the survey question we got some criteria that Doctor’s
are usually prescribe based on it. The criteria are stated bellow
according to their choice:
1st Criteria: Quality weight with 25%
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2nd Criteria: Price weight with 20%
3rd Criteria: Prescription follow weight with 18%
4th Criteria: Promotional Items weight with 15%
5th Criteria: MPO’s Efficiency weight with 12%
6th Criteria: Packaging weight with 10%
Interpretation:
According this Question survey we observed that Chemists are usually
prescribed a Pharmaceuticals product based on its Quality. So, Quality
is the prime concern.
Q. 4. What is your perception towards ACME Laboratories
Product?
(i) Very Good (ii) Good (iii) Average (iv) Poor (V)
Very Poor
Analysis:
Very Good
(5)
Good (4) Average
(3)
Poor (2) Very Poor
(1)
5 x 3 = 15 4 x 7 = 28 3 x 12= 36 2 x 2 = 4 1 x 1 = 1
15 + 28 + 36 + 4 + 1 = 84 ÷ 25 = 3.36 (Good)
Interpretation:
According this Question survey we determine all the pharmaceuticals
of ACME Laboratories. So the position from the outcome of this survey
is good.
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Q. 5 . Among your total sales volume par month what
percentages of ACME Laboratories Products you sale?
………. %
Analysis:
The average percentages of Sales volume for all ACME Laboratories
products in Dhaka city according to 30-chemist shop are between 10-
12%.
Q. 6 . Are you happy with the profit margin & other facilities you get from ACME Laboratories products? i) Yes
ii) No If No please provide your observation … … …
Analysis:Yes No
55% 45%
Interpretation:
By analyzing the data 55% chemist shop think that the profit margin of
ACME’s product are satisfactory level & rest of 45% don’t think so.
Q. 7 . Do you get the supply of ACME Laboratories product in time?
i) Yes ii) No If No please provide your observation … … …
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Analysis:Yes No
95% 5%
Interpretation:
By analyzing the data 95% chemist shop ACME’s product in time & rest
of 5% don’t think so.
Q. 8 . Do you think that ACME Laboratories products are reasonable price?
i) Yes ii) No If No please provide your observation … … …
Analysis:Yes No
85% 15%
Interpretation:
By analyzing the data 85% chemist shop thinks that the price of ACME
Laboratories products are reasonable & rest of 5% don’t think so.
Q. 9 . What is the quality of ACME Laboratories Gift Materials?
(i) Very Good (ii) Good (iii) Average (iv)Poor (iv) Very
Poor
Analysis:Very Good
(5)
Good (4) Average
(3)
Poor (2) Very Poor (1)
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5 x 1 = 5 4 x 4 = 16 3 x 16 = 48 2 x 3 = 6 1 x 1 = 1
5 + 16 + 48 + 6 + 1 = 76 ÷25 = 3.04
Interpretation:
According to the data analyzing we got about 3.04 Points. That
indicates that the qualities of most of the Gift items of ACME
Laboratories are just touch the average.
Q. 10 . What is the quality of ACME Laboratories Packaging
Materials?
(i) Very Good (ii) Good (iii) Average (iv)Poor (iv) Bellow
Standard
Analysis:Very Good
(5)
Good (4) Average
(3)
Poor (2) Very Poor (1)
5 x 3 = 15 4 x 8 = 32 3 x 11 = 33 2 x 2 = 4 1 x 1 = 1
15 + 32 + 33 + 4 + 1 = 85 ÷25 = 3.40
Interpretation:
According to the data analyzing we got about 3.40 Points. That
indicates that the quality of most of packaging materials of ACME
Laboratories is over the average position.
Q. 11 . Are you satisfied with the availability ACME Laboratories Products?
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i) Yes ii) No
Analysis:Yes No
22 out of 25 (person) = 88%
3 out of 25 (person) = 12%
Q. 12 . Have you ever got any product of ACME Laboratories in damage condition? i) Yes ii) No
Yes No22 out of 25
(person) = 13%3 out of 25
(person) = 87%
Q. 13 . Do you think that Gift items should be added to increase or hold MONAS market share? i) Yes ii) No
Analysis:Yes No
65% 35%
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Doctors Expectations towards ACME Laboratories
Doctors have various type of Expectation on different type of services
from the Pharmaceutical companies. Those are:
Product Quality:
35% of the Doctors are conscious about high quality of product. On the
basis of product quality expectation frequency as well as mentioned
about the preference of MNC product than local company product
where the desire fulfilled. So they want quality full products from
ACME.
Reasonable Price:
20% of the Doctors are comments on reasonable price. Doctors want
to appropriate price in every time & every place. Top pharmaceutical
companies products price are reasonable but all time they control over
all market. So price should be reasonable for all ACME’s products.
Packaging:
18% of the Doctors are wants to get well shaped; decoration &
necessary information are compacted with packaging.
Promotional Items:
14% of the Doctors are wants go get clear concept and correct
information about the product & their characteristic by Newsletter,
Journals, other printed media or prefer for smart & intelligent MPO’s
effective detailing, or offering them some patients related useful gift
items. That helps to capture market share,
Other Expectations are:
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More sampling for poor patients.
Public awareness about OTC drugs.
New discover and arrival drugs.
Profit should not be over 15%.
Cooperation for uplift medical knowledge.
SUGGESTION & RECOMMENDATION(In case of Doctors’)
Promotional campaign to physician by means of medical
representatives efficient in product knowledge and detailing, Seminar,
Symposium, Clinical meetings and workshops are to be arranged
inviting doctors, pharmacists and other health care professionals
frequently.
The pharmaceuticals company can arrange Scholarship to the medical
students because they are their market for prescribing their products.
Build professional relationship with the Doctors through medical
services department.
Quality concept of Doctors should be changed through local
pharmaceuticals quality campaign or by arranging factory visit.
Organizations are influential and integral part of nation’s public
information system. ACME should maintain relationship with the press,
which will be conducive to promote their objectives.
Through efficient public affairs management, ACME can play important
role in decision-making at the national level and thus uphold its
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corporate image. ACME should give corporate advertisement to
improve its corporate image in the market
MPO’s of the company should be more aggressive in the side of:
Efficiency
Detailing capacity
Communication skill
Objectives handling capacity
Most of the case MPO’s are not visit to the Doctors, as they want. So
the MPO’s should more frequently visit to the Doctors and they have to
motivate them for more prescribed.
Most of the Doctors Complain that they get the promotional items very
really, so the companies should have to assure the more promotional
items to satisfy them.
The company should not to engage any MPO’s for credit collection.
MPO’s are spending post of their time at the last & beginning part of
any month. At that time they can’t manage their time for Doctor’s visit.
The credit collection should be the duty of SR.
The ACME Laboratories have to create some elite force from MPO’s,
provide them necessary training to increase for hold the market of
specialized product, or the trained MPO’s should have engaged where
sales will fallen.
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SUGGESTION & RECOMMENDATION
(In case of Chemists’)
The company should undertake some promotional activities to
increase its image.
Promotional items for chemist should improve and it also should
ensure that they could get it according to their desire to satisfy.
The company should increase the profit margin and other
facilities for the chemist.
The company should ensure the availability of every product in
the market, & return up their expiry product from marker in time.
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The company should ensure the availability of every categories
of pharmaceuticals product in the market, so that the company
should launce more product based on the prescription flow.
BIBLIOGRAPHY
1. P.Kotler, G.Armstrong “Principles of Marketing” 8th Edition, Prentice-Hall
of India Pvt Ltd. Publications1999.
2. P.Kotler, K.L.Keller “Marketing Management” International Edition,
Prentice-Hall Publications 2005.
3. G.Albaum, E.Duett “International Marketing & Export Management” 6th
Edition, Person Education
4. David W.Cravens, Nigel F.Piercy “Strategic Marketing” 8th Edition,
Mcgraw-Hill International Edition
5. Web Sources:
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www.acmeglobal.com
www.asthma.org.uk
www.medicinenet.com
www.drugs.com
www.amaorders.com
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