CHAPTER-ONE INTRODUCTION PREFACE This report has made on the Marketing practices of the Kemiko Pharmaceuticals Limited (KPL), the fastest growing company in pharmaceutical industry in Bangladesh. Marketing Practices (marketing mix) is a crucial and strategic part of any company. A company’s ultimate profit absolutely depends on how these elements of marketing practices are analyzed and applied. Marketing decisions generally fall into four controllable categories: product, price, place and promotion. The ingredients in marketing mix include product planning, pricing, branding, distribution channels, personal selling, advertising, promotions, packaging, display, servicing, physical handling, and fact finding and analysis. These ingredients are grouped into four categories that today are known as the 4 P’s of marketing,
RATIONALE OF THE STUDY Every pharmaceutical company tries to develop their marketing activities to introduce their products in the market which used to protect human body from different disease. If Pharmaceuticals Company does not use marketing tools for develop their products promotion then those companies do not survive in the competitive market. The Marketing Practice specializes in providing a full range of marketing activity, from branding and direct marketing programs. It considers the total marketing environment and it impacts on a company or product or service. By using marketing tools, increase the products sell and assure the customer mind by promotional campaign of the pharmaceuticals products in different ways. All ways company try to focus their product, price, place, manufacturing environment attractive package, products quality system to the doctors, patients, sales representatives, medical professional officer and dealers. As a result company obtains their objectives and earns huge profits by selling their products.
LITERATURE REVIEW OF THE STUDY Developing countries have been motivated by concern that higher levels of intellectual property protection under the Agreement on Trade-Related Aspects of Intellectual Property Rights (TRIPS) would involve a substantial commitment of insufficient government resources, producing a significant net outflow of royalties to foreign rights holders and increasing domestic prices. Now those countries are more concerned about strong patent protection as they believe that this would be harmful for their emerging pharmaceutical industries and for access to affordable medicines.