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MARKETING AND SALES STRATEGY OF DOCTOR’S CHEMICAL WORKS LTD. (DCWL)

PART-1

INTRODUCTION

1


1.0 INTRODUCTION

1.1 BACKGROUND OF THE REPORT This report is an Internship Report prepared as a requirement for the completion of the BBA Program of Northern University of Bangladesh. The primary goal of internship is to provide the job exposure to the student and an opportunity for translation of theoretical conceptions in real life situation. Students are placed in enterprises, organizations, and research institutions as well as in development projects. The program covers a period of 3 months of organizational attachment.

Medicine is very essential to be cured from disease and direct related to the human life. Thus the pharmaceuticals industries which produce medicine and almost effort at all levels of it’s activates to do it. There are 270 companies are involve to produce and market pharmaceuticals products and meet up 95% medicine of our local market .among those company Doctor’s Chemical Works Ltd is one of them. It was established in 1957. Doctor’s Chemical Works provide quality full medicine with affordable price.

The report titled “Marketing and sales Strategy of DCWL. is a collaboration representation of my Internship Program at Doctor’s Chemical Works. The report topic was assigned by the respectable supervisor of the host organization and was approved by the faculty supervisor to satisfy both organizational requirements as well as the fulfillment of internship program. This report has been prepared under both of their direct supervision.

1.3 SCOPE OF THE REPORT: 2


The scope of the report is confined to the Dhaka city. I worked as a Jr. Market Dev. Officer in the company. There about 50 Medical representatives under Dhaka city office. I had to go to their market to do my job. Major areas are;

Narayanganj

Tongi

Norshingdi

Munshiganj

Kaliganj

Borguna

Sylhet

Savar

Dhamrai

 The report is also the analysis of the effective media of communication with customers; the report includes small scale of information available in the organization because of information availability, confidentiality, and not for public dissemination.

 The total medicine Market of the country could not be observed significantly in the report. Therefore, this report does not actually compare the position of the total Medicine market in the context of the total business situation of the country.

1.4 REPORT OBJECTIVIES:

3


1.4.1. Broad Objective: The general objective of this report is to analyze the Antibiotic market of Doctor’s Chemical Works and its aspects of customer satisfaction. 1.4.2 Short Objectives:

 To identify the condition of Pharmaceuticals Market in Bangladesh.  To analyze the market competition in the Pharmaceuticals market in Bangladesh.  To evaluate the situation level of Pharmaceuticals Bangladesh.  To analyze the satisfaction level of marketing mix of antibiotics of Doctor’s Chemical Works & its major competitor.

 To find out some solutions to overcome this problem.

1.5 METHODOLOGY: 1.5.1. Type of Research: This report is a descriptive type of research in nature and it administered by collecting both primary and secondary data. It has tried to use both the primary and secondary sources of collecting information and some are to make the report presentable with as less abstraction as possible. 1.5.2. Sources of data: In order to attain the objective of the study in this report all-necessary information are prepared by collecting both primary & secondary sources of data. These are:

1.5.2.1. Primary sources: Primary data collected directly to solve the customer problem through face-to-face interaction. It is the systematic collection of information directly from respondents using survey. Several sources of data collection are use to make this report. The source of data are-

 Questionnaire survey.  Consumer study.  Medical Promotion officer.  Job experience.

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1.5.2.2. Secondary sources: Some secondary data collected to make the report more concrete. These data has been collected from different books, newspapers, web site and combination of all these sources; I am able to write this report.  Books.  Journals.  Company sales report  1.5.3. Methods of Primary data collection: 1.5.3.1. Primary data: Filling the questionnaire by consumer (users, lapsers and other brand users). In depth interview with organizational supervisor. 1.5.4. Questionnaire Design: This questionnaire developed with the combination of open-ended, close-ended and multiplechoice questions. For close ended questionnaire, multiple-choice question was used where the respondent will choose one option among several possible alternatives and for close-ended questions are used to write down the respondent any opinion, complain and feelings. The length of the questionnaire is 4 (Four) pages (A4 size paper). The questionnaire has 2 (two) sections. In section - 1 the general information - 2 About Doctor’s Chemical Works. The average interviewing has been 25 minutes. The questionnaire was mainly use to find out the satisfaction level of Doctor’s Chemical Works. Besides, I attempt to find out the main reason of use other antibiotic what amount of antibiotic are you consume, get up , performance price etc.

1.5.5. Sample plan:

 Population:

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The population of my survey is all of customer. The first step of the sampling design is to define the study population. Due to time restriction and other limitations, the survey mainly focused on chemist.

 Sample Elements: The sample element of this research is the existing consumers of antibiotics of Bangladesh.

 Sample frame: There is no concrete list or number of subscriber of the selected area of the population.

 Sampling procedure: In the data collection procedures, it is used non-probability convenience sampling.

 Sample Size: The total sample size for the study is 100 and all of respondent are chemist & chemist come doctor.

 Field Work / Data collection: The questionnaire survey was administered in different Chemists, big and small pharmacy. 1.5.6. Analysis and reporting Statistical tools and computer software are used for analysis and reporting.

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1.6 LIMITATIONS: The study is not free from some practical limitations. Following limitations have faced during the study and the time of working & data collection:

 Time and budget constraints for this kind of research.  Lack of instrumental facilities to get proper information.  Only simple statistical tools were used for data analysis.  Workload during the internship program at the work place was also a barrier to prepare this report.

 Due to the confidentiality concern, much detailed information could not retrieve.  The sample size is too small so the result may not convey the scenario perfectly for whole country.

 Due to lack of practical experience, some errors might be occurred during the study. Therefore, maximum efforts have given to avoid mistakes.

 Lack of Records, Sufficient books, unavailable information in website. These constraints narrowed the scope of accurate analysis.

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PART-2 COMPANY PROFILE

8


2. OVERVIEW OF DCWL:

2.1 Back ground of Company:

Message from the Chairman & Managing Director Welcome to an immensely expanded DCWL, whose strong performance and wellspring of skills promise greater benefits to millions of people. This company profile will acquaint you with DCWL and provide you with information about our company, products, outlook and programs devoted to healthcare access and company's citizenship.

DCWL 's success is based on a commitment to discovery, finding new ideas that are inspired by life and which in turn help to inspire the lives around us. The DCWLs is ready to master the challenges ahead bringing lifesaving medicines. We now have world-class capabilities in virtually every therapeutic category, providing everything from basic care for people to the most serious and complex treatments for life-threatening conditions.

Ultimately, our goal is your healthy aging. That means being a true partner with you and your physicians in extending the length and strength of your life, while keeping you and your loved one out of hospitals or nursing homes.

Our depth, scope and diversity give us great flexibility to provide more people more access to ever-more important medicines. We are now even more capable of helping our partners in medical care and work towards the healthy aging of people everywhere.

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Our future, as one company, with a single purpose and mission, is sharply defined. We want to be the company that does better for people than any other around us. We believe on the truth, "Even the best can be improved". I would like to invite you to discover more about our company, products, outlook and programs. With a global business comes a global responsibility for consistently high standards of behavior worldwide. We aim to effectively manage that responsibility and help to find new ways of bringing benefit to society to ensure that DCWLss is welcome as a valued member of the global community.

2.1.2 History Dr. Md. Zahidur Rahman was the founder of the Doctor’s Chemical Works Ltd. After completing his MBBS from Calcutta Medical College in 1948 Mr. Zahidur Rahman came to realize that the then government of Pakistan was lagged behind in the medicine sector. From his realization he started to produce two to three syrup of different items. Then DCWL was one of the 1 st three pharmaceutical company in Pakistan. But situation was changed during the liberation war when the pak army destroy the factory of DCWL After committing a huge loss over the past four decades the company is now emerging as a global giant in the medicine sector.

DCWL was established in the year 1957. Headquarter in the capital city, Dhaka, Bangladesh, with marketing operations spreading nearly 460 areas throughout the country. We have an extensive, high quality sales and marketing network nationwide, structured to anticipate and respond to local market needs. We sell mostly through our own local marketing companies and our products are marketed mainly to physicians and other healthcare professionals. DCWL has over 1,000 employees countrywide. Of these, over 750 are in sales and marketing, one of the largest sales force in the country. Over 250 employees

work

at

the

manufacturing

site,

situated

Fulbaria,

Bogra.

At present it has product-range of about 80. Most of them are various life-saving drugs like antibiotics, vitamins, anti-inflammatory, antiulcerant etc. 10


With wellspring of skills, machineries & equipments, DCWL’s manufacturing plants are in conformity with WHO directives for Good Manufacturing Practice (GMP). It has GMP certificate from the authority of the Drug Administration, Ministry of Health, and Bangladesh

Government.

Its product strategy and licensing organization, working closely with its R&D community and major marketing companies, leads the commercial aspects of drug development and co-ordinates global product marketing strategy. This includes selecting the right products and projects for investment, developing effective marketing platforms in time for new product launches and directing the creation and delivery of product marketing strategies that successfully align global and national plans. Recently DCWL have decided to explore the global market and process of documentation of products is on for some countries in Asia, Middle East and Europe. Side by side, it intend to extend it’s production facilities for contract manufacturing of brand items of other interested pharmaceutical manufacturers in & out side Bangladesh. In common with other leading pharmaceutical companies, it also look to strengthen its portfolio with attractive products or technologies from external sources. With a global business comes a global responsibility and, along with it’s commitment to competitiveness and performance, DCWL will continue to be led by its core values to achieve sustainable success.

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2.2 Mission: To achieve market share 1% in this year 2.3Board of Directors of Doctor’s Chemical works Ltd :

Chairman & Managing Director

Resident Director

Executive Director

Mr. Md. Zahidur Rahman MBBS (Calcutta Medical College, 1948).

Mr. Md. Enamur Rahman

Mrs. Habiba Khandoker

Finance, Procurement & Production

Director Marketing, Sales & Distribution

Mrs. Shamima Khandoker

Figure: 2.1 Board of Directors of DCWL.

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2.1.4 List of some Products OF Doctors Chemical Works Ltd: Sl. No.

Brand Name

Generic Name

Pack Size

MRP

01

Algex suspension

Aluminium HydroxideUSP 1900mg & Magnesium Hydroxide USP 420 mg/5ml

200

32.30

02

Algex tablet

Aluminium HydroxideUBP 250mg & Magnesium Hydroxide USP 400 mg

20x10s

100.00

03

Amlosin 5 Tablet

Amlodipine besylate INN 5 mg

3x10

. 102.30

04

Amlosin Plus Tablet

Amlodipine BP 5mg+ Atenlol BP 50mg

3x10

120.00

05

Amobin suspension

Metronidazole Benzoate BP 200 mg/ 5ml

60ml

24.00

06

Amobin 200 tablet

Metronidazole BP 200 mg

10x10

53.00

07

Amobin 400 tablet

Metronidazole BP 200 mg

10x10

114.00

08

Amox 250 Capsule

Amoxycillin Trihydrate BP 250 mg

10x10

350.00

09

Amox 500 Capsule

Amoxycillin Trihydrate BP 50 0mg

10

Amox PFS

Amoxycillin Trihydrate BP125mg/5 ml

100ml

45.00

11

Amox PFPD

Amoxycillin Trihydrate BP125mg/1.25 ml

15ml

26.86

12

Anpar Cream

Terbinafine HCL INN 1%

5gm

35.00

13

Auxil 250 Capsule

Flucloxacillin Sodium BP 250 mg

5x4

110.00

14

Auxil 500 Capsule

Flucloxacillin Sodium BP 500 mg

10x4

377.60

15

Auxil PFS

Flucloxacillin Sodium BP 125mg/5ml

100ml

55.72

16

Beforte Capsule

Vitamin B Complex

20x10

114.00

17

Beforte M Tablet

Multivitamin with multimineral

30

33.00

18

Beforte Syrup

Vitamin B Complex

100ml

20.00

227.60

13


19

Beforte Syrup

Vitamin B Complex

200ml

37.00

20

Beforte Tablet

Vitamin B Complex

45s

19.35

21

Beforte Z Syrup

Vitamin B Complex & Zinc

100ml

45.00

22

Bentol Cream

Silver sulphadiazine USP 1%

10gm

11.38

23

Bilco Paediatric drops Ambroxol HCL BP 6 mg/ ml

15ml

20.00

25

Bilco Syrup

Ambroxol HCL BP 15mg/ 5ml

100ml

30.00

26

Bronium Tablet

Bromazepam BP 3mg

5x10

150.00

28

Cetadol plus Tab

Paracetamol BP 500 mg & Caffeine BP 65 mg

20x10

300.00

29

Cetadol Susp

Paracetamol BP 120mg/ 5ml

60ml

Continue‌..

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2.3.1 Target customer: The main target consumers are all age group of commodities. Both Male and Female

2.3.2Target customer Medicine: The main target consumers are all age commodities.

 Buyers: Customer Group:  All general people  All of the Medicine market and hospitals. Consumer Group:  All the chemist and chemist come doctors.  Doctors

2.4Marketing mix: Marketing mix mainly consists of 4p’s. Those are product,price, place and promotion. This 4p’s concept of Doctor’s Chemical Works Ltd. are describe below:

2.4.11Product: The DCWL has a Short number of products in the product lines. This product consists of different product categories. The existing product lines of DCWL are:

a) Tablets b) Capsules c) Liquids d) Dry Syrup e) Basic Chemicals f) Tablet, Powder, Liquid,

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2.4.2Pricing: Price of most of the essential drugs is fixed by the government. The company can fix price of other products but needs approval of the government. In pricing a product, MPL usually follows target pricing. Medium price can’t be charged as the entire competitor’s products are similar and not much distinguishable from each other.

2.4.3 Place Distribution Channel:

There are high quality sales and marketing network nationwide, structured to anticipate and respond to local market needs. It sell mostly through its own local marketing companies and its products are marketed mainly to physicians and other healthcare professionals. DCWL has over 1,000 employees countrywide. Of these, over 750 are in sales and marketing, one of the largest sales forces in the country. Over 250 employees work at the manufacturing site situated at Fulbaria Bogra At present it has product-range of about 80. Most of them are various life-saving drugs like antibiotics, vitamins, anti-inflammatory, antiulcerant etc.

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Distribution Channel :

Auto van/ Rickshaw van TSS form company side

Whole seller Production

Consumers Distributo Retailer

r

Auto van/ Rickshaw van TSS form company side

Figure 2.2: Distribution Network of DCWL

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2.4.4 Promotion Promotion involves disseminating information about a product, product line, brand, or company. It is one of the four key aspects of the marketing mix. Promotion is generally participate in this way

a) Providing Sample DCWL distribute free samples to the doctors and retailers to promote their products. The style of giving sample drugs to the doctors varies to retailers. Sometimes the doctors find that the sample is useless because of the faulty sampling style of a company. DCWL always try to find out the best sample style to be effective for the target market.

b) Gifts DCWL provide the potential doctors with gifts, such as pen, pen-holders, paperweight, calendar or any related item related with their profession. The company sometime even decorates the doctor's chambers; give the necessary expenses to join a meeting held in foreign country. These promotional activities are carried out with the sole purpose of influencing the doctors to prescribe the company's product. 2.4.5Raw Materials: All of the raw Materials come from abroad.

ď‚ł Chemicals: Ascorbic Acid, Beta Carotene, CMC, Citric Acid, Caustic Soda, Hotmelt, Pectin, Potassium Sorbet, Xanthan Gum, Different Flavors, Confectionery raw material.

ď‚ł Packaging Materials: Aluminum Foil, Crown Cork, Flexible Packing material, Glass Bottle, Glass Jars, HDPE, Lug Cap (30, 53 & 63mm), PET, Shrink Labels, Shrink caps, Tin Can, U-Straw. 2.4.6Major Market: Bangladesh

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2.4.8Company Address: Corporate Headquarters 10, Piyari Sanker street, Katnerpara, Bogra Phone : 71385, 67994

City Office

44, Dilkusha C/A Dhaka-1000, Bangladesh

Factory Fulbaria, Rangpur Road Bogra Phone: 051-72510, 66738, 68066

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PART-3

INTERNSHIP POSITION AND DUTIES

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INTERNSHIP Duties and Responsibilities I worked as a Jr. Market Dev. Officer in the Doctor’s Chemical Works ltd. During my internship period I had to do many works for the company. Of that various types of works I had to mainly perform on the following category:

• Market Research ( customer analysis) • Observing Competitors Activity • Visiting the MPO’s Market

• Market Research ( customer analysis) For Marketing Research, I conducted survey several times on the customers. The questionnaire was divided into three sections for an effective analysis, one is general findings of antibiotic, second one is about DCWL and third one is satisfaction. I had to make sure the current market situation of the market of the company. At the end of the month I had to submit the monthly report on the basis of my survey work at the monthly conference.

• Observing Competitors Activity TO identify the competitor’s activity I had to go to the market. Generally this kind of information was found in ‘Mitfort’ the biggest wholesale medicine market of the country

• Visiting the MPO’s Market Sometimes I used to make sudden visit to the market of the medical representatives at the distant place of the country. So far I have visited Narayanganj, Munsiganj, Norshingdi, Manikgonj, Savar, Dhamrai, Borguna, Khulna etc. There I met with the customers, Verify the MPO’s activities, and search for the problem of the market

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PART-4

ANALYSIS & FINDINGS:

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4.0 ANALYSIS & FINDINGS: 4.1 Current market scenario of Pharmaceutical Industries: In Bangladesh Pharmaceutical is one of the most developed hi tech sector which is contributing in the country's economy a lot. After the promulgation of Drug Control Ordinance - 1982, the development of this sector was accelerated. The professional knowledge, thoughts and innovative ideas of the pharmacists working in this sector are the key factors for these developments. Due to recent development of this sector we are exporting medicines to global market including European market. This sector is also providing 95% of the total medicine requirement of the local market. Leading Pharmaceutical Companies are expanding their business with the aim to expand export market. Recently few new industries have been established with hi tech equipments and professionals which will enhance the strength of this sector. The total industry can broadly be classified into two categories. Theses area) Patent Medicines b) Generic Medicines Patent medicines are the products that are invented by the company, who have their own research team working on their own laboratories. These products are patented for many years to enjoy the monopoly market. After years of business the formulation is sold in the market so that others can go into mass production. Generic medicines are the products that are produced in mass scale. These are marketed by several companies under different brand name, where the formulation of this product is almost same. Prices of the products are under this category are competitive. Bangladesh mainly concentrates on this category, as labor cost is one of the lowest in the world.

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4.2Growth and Trends The growth potential of pharmaceutical industry is enormous. As urban population is increasing and people are getting educated, they are now more concerned about healthcare. So the demands of medical products are rising. In Bangladesh unhygienic conditions and poor health maintenance plans provide vast scope for the pharmaceutical firms to sell their products. On the other hand, the constant natural disasters provide opportunities to pharmaceutical companies to boost its sales. The industry is growing the protection of national Drug Policy 1982. But after the GATT regulation, changes are bound to take place. Furthermore, the trend and growth of this industry tends to be positive as the demand of medicines is rising, which have mentioned earlier. The country's calculated pharmaceutical market had a valuation of US$700mn in 2007 and that a compound annual growth rate (CAGR) of 18.79% through to 2012 can be expected. This rapid market expansion is primarily due to greater uptake of medicine throughout this densely populated country, but also through appreciation of the data against the US dollar, population growth and increased government healthcare expenditure, among other factors. 2010 is proving a challenging year for drug makers in Bangladesh. A round of price cuts is scheduled after a hiatus of two years. Sales forces of Bangladeshi drug makers are growing exponentially,

which

results

in

significantly

higher

expenses.

Eskayef was best performing company in Bangladesh during Q108, with sales up 21.12% on Q107, according to IMS Health. This compares favorably to the next fastest growing drugmakers: Renata (+16.19%), ACI (+16.17%) and Drug International (+13.79%), Incepta Pharma (+6.77%) and Square Pharma (+2.32%). Not all Bangladeshi pharmaceutical companies performed so well. Beximco Pharma witnessed a huge 42.04% drop in sales, while Acme recorded a 4.89% decrease.

The greatest challenge facing the industry is the end of the patent-free regime in 2016, when local pharmaceutical companies will have to cease the production, distribution and sale of medicine that have intellectual property protection elsewhere in the world. Forward thinking local drug makers will have to adapt their product portfolio as necessary or suffer a steep drop- off in sales. However, the global 'patent cliff' in 2011 will mitigate this watershed.

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4.3Future Prospect Historical events in the country during the year under review have had different degrees of impacts not only on the life of individuals but also on the operational conditions of corporate bodies. Bangladesh is prone to tropical diseases, and this leads to a high demand for pharmaceutical goods. Because of this and the poor health and hygiene situations, a steady growth in the pharmaceutical sector is possible. The devastations caused by repeated floods and the SIDR had enormous effects on life and properties of the people with reduced purchasing power which was further adversely affected by serious level of price rises of almost all consumers goods leaving the poorer sector pauper. Though the exports, especially RMG sector grew by about 15.8% and reached USD 12 billion mark, import grew at 16.6% and reached USD 15.5 billion level. Remittance from wage earners had impressive growth of 24.5% reaching USD 5.98 billion with very positive impact on balance of payment. In order to survive from the possible crisis pharmaceutical sector would need certain degree of support as follows: (a) Investment for expansion units should be allowed tax holiday up to 2020. (b) VAT should be withdrawn in totality if not reduced minimum 50% of the present rate from life saving drugs so that consumers' price could be brought down. The scenario, though appears apprehensive, is expected to change for better from the expected ensuing events in the country and abroad which might ease crude crisis in the international market having positive impact on our GDP with resultant contribution to effective growth in various industrial including pharmaceutical sector. We, therefore, should get neither disillusioned nor disappointed, but look for better days ahead.

4.4 World Pharmaceuticals Industry Review The pharmaceutical industry consists of numerous players, all of whom hold only a small market share of the industry. In "A Bigger, Richer World," Kim Clark cited Glaxo Wellcome as the second largest revenue earning company in pharmaceuticals, though it only holds 4.7% market share. It is only preceded in the market by Novartis, created by the 1996 merger of Sandoz and Ciba-Geigy. Industry Rank

Company Name

G500 Rank

Revenues

Profits Profits as % of.. ($ millions) ($ millions) Rank Revenues Assets %

% 25


1

JOHNSON and

176

18842

2403

30

12.75

13.44

215

16681.1

3335.2

13

19.99

13.99

13767

1812

49

13.16

13.01

301

13376.1

1680.4

60

12.56

7.87

JOHNSON MERCK

2 3 4

BRISTOL-MYERS SQUIBB 282 AMERICAN HOME PRODUCTS

5

SANDOZ

314

12895.1

1740.9

56

13.50

9.84

6

ROCHE HOLDING

333

12453.5

2852.4

19

22.90

9.26

7

GLAXO WELLCOME

353

12054.2

2686.1

21

22.28

20.24

8

SMITHKLINE BEECHAM

399

11064.6

1530.8

69

13.84

12.09

9

PFIZER

438

10021.4

1572.9

66

15.70

12.36

ABBOTT LABORATORIES 441

10012.2

1688.7

59

16.87

17.94

131167.2

21302.4

--

--

--

10 TOTAL

--

--

Ranking of Top Ten Pharmaceutical Companies of the World Source: www.fortune.com The Global 500 lists ten international pharmaceutical companies: [*] Johnson and Johnson (7.35%) , Merck (6.5%) , Bristol-Myers Squibb (5.3%) , American Home Products (5.22%) , Sandoz (5.03%) , Roche Holding (4.86%) , Glaxo Wellcome (4.7%) , SmithKline Beecham (4.3%) , Pfizer (3.9%) , and Abbott Laboratories (3.9%). The Fortune 500 listing of only American companies lists fifteen pharmaceutical companies. Other notable global pharmaceutical companies, such as Bayer, are not included because their primary business is not in pharmaceuticals.

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Market Share Analysis of Pharmaceutical Industry (global) Source: www.fortune.com The pharmaceutical companies at the upper rungs of the revenue-earning ladder are all diversified. The revenues listed in the Global 500 are based on the firm's total revenues, not just those from pharmaceuticals, so it is hard to determine the successfulness of a company based solely on its pharmaceutical business. Economies of scope appear to be beneficial for firms in the pharmaceutical industry. These firms have diversified into fields such as agribusiness, health and personal care products, medical equipment and devices, veterinary business, and chemicals. Farther down the revenue-earning ladder the businesses are less diversified, predominantly focusing on research and development, out-sourcing the testing and manufacture of their products to the larger pharmaceutical companies. The pharmaceutical business engages in monopolistic competition. Monopolistic competition exists when there are many sellers, producing differentiated products, and the companies are involved in vertical and/or horizontal integration. Vertical integration occurs when a company is involved in all levels of production for a product, from gathering the raw materials to distributing the finished goods. Horizontal integration occurs when a business expands in size and scope. As previously mentioned, firms in pharmaceuticals hold only a small percentage of the market share. They produce numerous products, often specializing in product lines. For instance, Bristol-Myers Squibb is involved in developing treatments for: cancer, cardiovascular and metabolic therapy, anti-infectives, dermatological problems, central nervous system disorders, diabetes, and immunological disorders. These companies choose to compete on research and development, innovation, a strong customer focus, and reducing cost. Companies engage in research and development in order to discover and develop new drugs helpful to humankind. When a company develops a new drug, it enhances competitive advantage, empowering the company to realize very large profits. Companies emphasize innovation to sustain growth and profitability. Abbott Laboratories provides an excellent example with their utilization of a new technique called Structure-Activity Relationships by Nuclear Magnetic Resonance, SAR by NMR. This new technique reduces the time it takes to test promising new drug leads. Companies meet their customers' needs and provide them with superior products and services. For instance, many companies developed company web pages including sites about a particular product and offering a method for consumers to send feedback to the company. Finally, companies are reducing costs to their

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customers. In trying to reduce non-value added costs, many pharmaceutical companies employ continuous improvement methods, and encourage communication with outside operations and among internal departments. Pharmaceuticals is a profitable industry. As Kim Clark said in her article, "drugmakers ... are consistently among the highest-earning industries, [they were] ... tops among all industries on our [Fortune 500] global list." Profitability as percentage of assets ranged between 7.87% to 20.24% for the pharmaceutical companies listed on the Global 500. Revenues and profits increased for most of the companies listed. According to company financial reports gastrointensinal medications seems to be among the most profitable product lines in the pharmaceutical industry.

In parenthesis after each company name is an approximation of their market share of the pharmaceutical industry. Exact market share figures were not available. These figures were computed by dividing total revenue for the industry (roughly $256,472,340,000) by each company's revenue. Each company's revenue includes monies earned in all of a company's businesses, not just those earned in pharmaceuticals. 4.5 Listed Pharmaceutical Companies of Bangladesh The Rise of Pharmaceutical Sector of Bangladesh in Bangladesh Pharmaceutical sector is one of the most developed hi-tech sector which is contributing in the country's economy. After the promulgation of Drug Control Ordinance - 1982, the development of this sector was accelerated. The professional knowledge, thoughts and innovative ideas of the pharmacists working in this sector are the key factors for this development. Due to recent development of this sector we are exporting medicines to global market including European market. This sector is also providing 95% of the total medicine requirement of the local market. Leading Pharmaceutical Companies are expanding their business with the aim to expand export market. Recently few new industries have been established with hi-tech equipments and professionals which will enhance the strength of this sector. The listed Pharmaceuticals companies of Bangladesh are mentioned below 01. ACI Ltd. Location

BRAC Tower ( 11th Floor), 356, Mohakhali C/A., Dhaka – 1212

Phone

9884782, 9884965. 9885694

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02. Acme Laboratories Limited. Location

55, Satmasjid Road Dhanmondi, Dhaka.

Phone

8118692 – 96, 9110634

Website

www.acmeglobal.com/laboratories.htm

03. Alco Pharma Ltd. Location

Hussain Chamber, 43, Dilkusha C/A. Dhaka – 1000.

Phone

9551729, 9552077

04. Ambee Pharmaceuticals Ltd. Location

House No. 1, Road No. 71, Gulshan –2, Dhaka – 1212.

Phone

8917777, 8813991, 8813510

05. AmIco Laboratories Ltd. Location

117, Tejgaon I/A., Dhaka – 1208.

Phone

887534

Website

www.amicolab.com

06. Apcco Ltd Location

Apcco Building, 1/1-1/2 Mirpur I/A., Mirpur –1, Zoo Road, Dhaka-1216

Phone

9005302

07.

Apollo Pharmaceutical Laboratories Ltd. Location

Plot # 10,Road # 4,Section 7, - Mirpur Industrial Area, Dhaka-1216.

Phone

9001794

08. Aristo Pharma Ltd. Location

26/A (New –7) Purana Palton Lane Dhaka – 1000.

Phone

9351691-3

Website

www.aristopharma.com

09. Aventis Pharma Ltd. Location

6/2/A, Segun Bagicha Dhaka – 1000.

Phone

9562893-99, 9562818

29


Website

www.aventis.com

10. Bengal Techno Chemical Work Limited Location

Balubari, Dinajpur.

Phone

Dhaka : 711 7538, New York : 212 529-4532, Factory: 531 2095

11. Beximco Pharmaceuticals Ltd. Location

House No. 19, Road No. 7 Dhanmondi, Dhaka-1205

Phone

8619151-5, 8619091-5

Website

www.beximco-pharma.com

12.

Bikalpa Pharmaceuticals Ltd. Location

48, Circular Road, Hatirpool Dhaka-1205

Phone

8631434

13. Bio- Pharma Laboratories Location

1/12, Block -B Lalmatia, Dhaka-1207

Phone

8124341, 8119985.

14. Bristol Pharmaceuticals Ltd Location

6/3, Block -B Lalmatia, Dhaka-1207

Phone

8129426.

Website

www.bms.com/landing/data

15. Central Pharmaceuticals Ltd. Location

House No. 33, Road No. 2 Dhanmondi, Dhaka-1205

Phone

8631045, 8615188

16. Chemist Lab. Limited Location

Barisal

17. City Chemicals and Pharmaceuticals Limited Location

67, Motijheel C/A., Dhaka-1000

Phone

234433, 235833

18. Cosmic Chemical Industries Ltd Location

Plot # i/21,Road # 3 , Section 2,Rupnagar. Mirpur, Dhaka-1216

30


Phone

9005880, 808395.

19. Desh Pharmaceuticals Ltd. Location

52/4, New Eskaton Dhaka – 1000

Phone

9349085 and 9000090

20. Doctor’s Chemical Works Ltd. Location

44, Dilkusha C/A., Dhaka – 1000.

Phone

9555251, 9551981

21. Dolphin Pharma Limited Location

82, North Jatrabari, dhaka

Phone

282373, 244852

22. Drug International Ltd. Location

17, Green Road, Dhaka-1205

Phone

9662611-4

23. Eastern Pharma Limited Location

16 Wyre Street

Phone

--

24. Elixir Pharmaceuticals Ltd. Location

House No. 38/B, Road No. 9/A Dhanmondi, Dhaka-1205

Phone

9114129, 8118027

Website

www.elixirpharm.com

25. Essential Drugs Company Ltd. Location

395-397, Tejgaon I/A., Dhaka – 1208.

Phone

9130489.9130490

26. Ethical Drugs Limited Location

--

Phone

559427, 9566802

27. G. A. Company Ltd. Location

65-66, Dilkusha C/A. Dhaka – 1000.

31


Phone

9351691-3

28. General Pharmaceuticals Ltd. Location

House No. 48/A, Road No. 11/A Dhanmondi, Dhaka-1205

Phone

9132594, 8120243

Website

www.generalpharma.com

29. Globe Pharmaceuticals Limited. Location

House No.251/L , Road No. 13/A, Dhanmondi, Dhaka.

Phone

8110460, 9130224

30. Gonoshasthaya Pharmaceuticals Ltd. Location

4, Green Road, Green square Dhaka-1205

Phone

9660039, 8616723

31. Hadson Laboratories Ltd. Location

House No. 157, Lane No.3, Eastern Road, New D.O.H.S ,Dhaka – 1208.

Phone

8815372-3

32. Hamdard Lab. (Waqf) Ltd Location

Dhaka

Phone

9665965-66

Website

--

33. Ibn-Sina Pharmaceuticals Ltd. Location

- House No.41, Road No. 10/A Dhanmondi, Dhaka-1205

Phone

9114710, 9117496, 9132521

34. Incepta Pharmaceuticals. Location

Ahmed mansion 1st floor, 24, Shantinagar (Chamelibagh), Dhaka-1217, Bangladesh

Phone

+880-2-8316402

Website

www.inceptapharma.com

35. Innova Pharmaceuticals Limited. Location

Plot # 24,Main Road # 1 Section-6 / Ka, Mirpur,Dhaka

Phone

9004315, 8013118

32


36. Jams Pharmaceuticals Ltd. Location

Jams Tower, Section 7, Mirpur, Dhaka-1216

Phone

8019270

37. Jayson Pharma Ltd. Location

28, Purana Palton Dhaka – 1000.

Phone

9561643

38. JCI (BD) Ltd. Location

4, Dilkusha c/A. Dhaka – 1000.

Phone

9563434, 9552257

39. Jess Chemical and pharmaceutical Works Ltd. Location

Akiz Chamber, 73, Dilkusha C/A., Dhaka – 1000.

Phone

--

40. KDH Laboratories Limited. Location

184, Satmasjid Road Dhanmondi, Dhaka.

Phone

--

41. Kohenur Chemicals Ltd. Location Phone

36, Shahid Tajuddin Ahmed Sharoni Tejgaon Industrial Area, Dhaka – 1208. 8827233

42. Libra Pharmaceuticals Ltd. Location

Twin House, Shabag Dhaka

Phone

9004770, 9004771

43. Mala Chemical Ltd. Location

Orion House, 153-154, Tejgaon I/A., Dhaka – 1208.

Phone

8829314 , 8827797

44. Medicon Lab.Ltd Location

House # 4, Road # 9, Block D, Sec.-11 Mirpur ,Dhaka – 1000.

Phone

9554901

33


45. Medimet Pharmaceuticals Ltd. Location

77, Bijoynagar, Segun Bagicha Dhaka – 1000.

Phone

9351796, 9351774

46. Apollo Pharmaceutical Laboratories Ltd. Location

Plot # 10,Road # 4,Section 7, - Mirpur Industrial Area, Dhaka-1216.

Phone

9001794

47. Millat Pharmaceuticals Limited Location

65-66, Postagola I/A.

Phone

7410500

48. Modern Pharmaceuticals Limited Location

Jhenidha

Phone

7513135, 7511527 ( Dhaka)

49. Mystic Pharmaceuticals Ltd. Location

House No.15, Road No. 13/A Dhanmondi, Dhaka-1205

Phone

9124546, 9124110

50. National Laboratories Ltd. Location

9/G, Motijheel C/A., Dhaka – 1000.

Phone

9551475, 9564609, 9551643

51. Navana Pharma Ltd. Location

3/C,Purana Palton Dhaka – 1000.

Phone

9557410

52. Nipa Pharmaceuticals Ltd Location

1/12, Block -B Lalmatia, Dhaka-1207

Phone

8124341, 8119985.

53. Bristol Pharmaceuticals Ltd Location

10/16 , Iqbal Road, Block -A Mohammadpur, Dhaka.

Phone

8111832, Mobile –017 842290

34


54. Novartis Pharmaceuticals Ltd. Location

House No. 50, Road No. 2/A Dhanmondi, Dhaka-1205

Phone

9800561-4, 9801127

55. Oasis Laboratories Limited Location

Afzal Khan Road, Sirajgoanj

Phone

--

56. Opso Saline Ltd. Location

37, Segun Bagicha Dhaka – 1000.

Phone

9330191

57. Opsonin Chemical Industries Ltd. Location

31, New Eskaton Road Dhaka-1217

Phone

9332262, 8311963

Website

www.opsonin.com

58. Organon ( BD ) Ltd Location

Pacific centre 9th Floor, 14, Mohakhali, Dhaka-1212.

Phone

871431-34

59. Orion Laboratories Ltd. Location

Orion House, 153-154, Tejgaon I/A., Dhaka – 1208.

Phone

8829314 , 8827797

60. People’s Pharma Ltd. Location

39 Kazi Nazrul Islam Avenue Dhaka-1217

Phone

813090

61. Pharmadesh Laboratories Ltd. Location

334, Segun Bagicha Dhaka – 1000

Phone

9330048-49,

62. Pioneer Pharmaceuticals Ltd. Location

17, Kakrail Road, Dhaka – 1000.

Phone

--

35


Website

--

63. Reman Drugs Ltd. Location

392, New Eskaton Road Dhaka – 1000.

Phone

9331820, 9340284

Website

--

64. Renata Ltd. Location

342/1, Segun Bagicha Dhaka – 1000.

Phone

9562872-73, 9554984

Website

www.renata.com

65. Rephco Pharmaceuticals Ltd. Location

33/C, Dilu Road, New Eskaton Dhaka – 1000

Phone

9333699, 9334721-5

Website

--

66. Ribak Pharma Ltd. Location

136 West Nakhalpara Dhaka

Phone

9111825

Website

--

67. Roche Pharmaceuticals Ltd. Location

22, Dhanmondi, Road - 2Dhaka - 1205, Bangladesh

Phone

880-2-8611370

Website

www.roche.com

68. Salton Pharmaceuticals Ltd. Location

152/1, Green Road (In front of Panth Path) Dhaka-1205

Phone

8129839, 9113679

Website

--

69. Seema Pharmaceuticals Ltd Location

Dhaka

Phone

9885958

36


Website

--

70. SK+F Bangladesh Limited. Location

2/C, North East Darus Salam Road Section 1, Mirpur, Dhaka-1216.

Phone

9010381, 8011445, 8011395,

Website

--

71. SkylabLimited Location

BSCIC Industrial Area, Comilla

Phone

7117260

Website

--

72. Sonear Laboratories Ltd. Location

11/3, Toynbee Circular Road Dhaka – 1000.

Phone

9563761-62

Website

--

73.

Square Pharmaceuticalss Ltd.

Location

Square Centre, 48, Mohakhali C/A., Dhaka – 1212

Phone

8827729-38

Website

www.square-bd.com/pharma.html

74. Standard Laboratories Limited Location

D.C. Roy Road, Mitford, Dhaka

Phone

--

Website

--

75. Sun Yad Pharmaceuticals Ltd. Location

244-245, Bangshal Road, Dhaka-1100

Phone

8019270

Website

--

76. Therapeutics Bangladesh Ltd. Location

14, Mohakhali C/A, Dhaka – 1212.

37


Phone

9890605, 9880607

Website

--

77. Unimed Unihealth MFG. Ltd. Location

House No. 25/A, Road No. 5 Dhanmondi, Dhaka-1205

Phone

8613446, 8613352

Website

--

78. Union Pharmaceuticals Ltd. Location

41/7 Zigatola Moulabi Saleq Road Dhanmondi, Dhaka-1205

Phone

8626180

Website

--

79. Universal Pharma Limited Location

Dilal pur, Pabna

Phone

0731-65642, 65087

Website

--

80. Ziska Pharma Ltd Location

Dilkusha Dhaka – 1000.

Phone

--

Website

--

Source: BAPI (Bangladesh Association of Pharmaceuticals Industry)

4.6 Target customer: The main target consumers are all age group of commodities. Both Male and Female

4.6.1Target customer Medicine: The main target consumers are all age commodities.

ď‚ł Buyers:

Customer Group: 38


 All general people  All of the Medicine market and hospitals.

Consumer Group:  All the chemist and chemist come doctors.  Doctors 4.6.2Market needs: Medicine is very important for human life

4.7 MARKETING MIX (4PS) ANALYSIS OF some Life saving Drugs

PRODUCT: Product: Medicine Quality: High quality medicine made from the high quality

Brand name:D- Floxin Form of the product: Ciprofloxacin Tablet and DS dry Syrup

Description: D- Floxin containing Ciprofloxacin is a synthetic quinolone anti-infective agent. Ciprofloxacin has broad spectrum of activity. It is active against most gram-negative aerobic bacteria including Enterobacteriacae and Pseudomonas aeruginosa. Ciprofloxacin is also active against grampositive aerobic bacteria including penicillinase producing, non-penicillinase producing, and methicillin resistant staphylococci, although many strains of streptococci are relatively resistant to the drug. The bactericidal action of Ciprofloxacin results from interference with the enzyme DNA gyrase needed for the synthesis of bacterial DNA. Following oral administration it is rapidly and well absorbed from the G.l. tract, It is widely distributed into body tissues and fluids. The half-life is about 3.5 to 4.5 hours. About 30 to 50 % of an oral dose of Ciprofloxacin is excreted in the urine within 24 hours as unchanged drug and biologically active metabolites.

39


D- Floxin -DS (Dry Syrup): Each 5 ml. Suspension contains Ciprofloxacin Hydrochloride USP equivalent to 250 mg Ciprofloxacin.

Composition: D- Floxin 250: Each film coated tablet contains Ciprofloxacin USP 250 mg as Ciprofloxacin Hydrochloride.

D- Floxin 500: Each film coated tablet contains Ciprofloxacin USP 500 mg as Ciprofloxacin Hydrochloride.

D- Floxin -DS dry Syrup: After reconstitution each 5 ml contains Ciprofloxacin Hcl USP equivalent to 250 mg ciprofloxacin.

Indication: D- Floxin is used in adults for the treatment of urinary tract infections, lower respiratory tract infections, skin and soft tissue-infections bone and joint Infections and GI infections caused by susceptible gram-negative and gram-positive aerobic bacteria. It is also used for the treatment of uncomplicated gonorrhoea caused by penicillinase producing and non-penicillinase producing Neisseria

gonorrhoea

Dosage & Administration: D- Floxin may be given orally without regard to meals. Patients receiving Ciprofloxacin should be well hydrated and should be instructed to drink fluids liberally. Because of the risk of crystaluria, it is recommended that the usual dosage of the drug should not be exceeded. For the treatment of urinary tract infections, the usual adult oral dosage of D- Floxin for mild to moderate infections is 250 mg every 12 hours and the usual adult dosage for complicated infections, caused by organisms not highly susceptible to drug is 500 mg every 12 hours. A dosage of 750 mg every 12 hours may be needed, especially in bone and joint infections or when infections are severe or complicated. The usual adult oral dosage of D- Floxin for infectious

diarrhoea

is

500

mg

every

12

hours.

40


Precaution & Warning: It should be used with caution in patients with suspected or known CNS disorders such as arteriosclerosis

or

epilepsy

or

other

factors

which

predispose

to

seizures

Pregnancy, Lactation & Children: Not to be used in pregnancy and nursing stage. Though not recommended for the children where benefit out -weighs risk a dosage of 7.5-15 mg/kg/day

in

two

divided

dose

can

be

given.

Contraindication: Patients with a history to hypersensitivity to ciprofloxacin and to other quinolones and in children and in pregnant women. Adverse Reaction: Adverse effects include nausea and other gastrointestinal disturbances, drowsiness, headache, dizziness

and

skin

rashes.

Crystalluria

has

occurred

with

high

doses.

How Supplied: D- Floxin -DS dry Syrup: In 60 ml. amber glass bottle. D- Floxin 250: Box containing 3 x 10 tablets in blister pack. D- Floxin 500: Box containing 3 x 10 tablets in blister pack

Price: Price of D- Floxin TP Weight

Forms

price (per box)

41


250mg

tablet

136tk.

500mg

tablet

360tk.

Dry syrup

Dry syrup

65tk. (each bottle)

PLACE:

Auto van/ Rickshaw van

1. Distribution Channel:

TSS form company side

Whole seller

Production

Distributo

Consumers

r

Retailer

Auto van/ Rickshaw van TSS form company side

2. Transportation: In the Dhaka city product supply by SR or own transport but out side of the Dhaka product are supply by the own responsibilities of MPO’s 3. Coverage area: The area coverage all over the Bangladesh.

PROMOTION: 42


1. Sales promotion: For the Dhaka city for more than 500tk each order 10% discount get chemist but less than 500 tk they will get 5% discount. On the other hand for ciprom205, ciprom-500 tablet, if any one take 20 box D- Floxin than he will get 1 box tablet free. In another side for D- Floxin dry syrup if any one take 20 bottle D- Floxin dry syrup than he or she get 1 bottled free. These types of promotional activities take by Doctor’s Chemical works authority. For DFloxin -250, D- Floxin -500and D- Floxin dry syrup.

Septa Cephradine BP)

Septa (Cephradine BP) is a Cephalosporin antibiotic with broad spectrum bactericidal activity against both gram-positive and gram-negative bacteria. It is also highly active against most strains of penicillinase producing staphylococci.

43


The organisms sensitive to Cephradine are : Gram-positive: Staphylococci (both penicillin sensitive and resistant strains), Streptococci including both Streptococcus pyogenes (beta haemolytic) and group D streptococci (enterococci) and Streptococcus pneumoniae.

Gram-negative: E. coli, Klebsiella, P. mirabilis, Haemophilus influenza, Shigella spp. (Including Salmonella typhi) and Neisseria spp. Enterococci (s. faecallis) and many strains of E. coli and Staphylococcus aureus are also susceptible. Septa (Cephradine) is rapidly absorbed from the gastrointestinal tract. Absorption is delayed by presence of food although the total amount absorbed is not appreciably altered.

COMPOSITION: . Septa 500 capsule: Each capsule contains Cephradine BP 500 mg. Septa Dry Syrup: When dispensed each 5 ml. Contains 125 mg. of Cephradine BP activity. Septa Drop: When dispensed each 1.25 ml. Contains 125 mg. of Cephradine BP activity. INDICATION: Septa s(cephradine) is used in the treatment of infections caused by sensitive organisms. Upper respiratory tract infections: Pharyngitis, sinusitis, otitis media, tonsilitis, laryngotracheobronchitis. Lower respiratory tract Infections: Acute and chronic bronchitis, lobar and bronchopneumonia. Urinary tract infections: Cystitis, urethritis, pyelonephritis. Gastrointestinal Skin

and

soft

tract tissue

infections: infections:

Bacillary Abscess,

dysentery,

enteritis,

cellulitis,

furunculosis,

peritonitis. impetigo.

Surgical prophylaxis: It is also used in preoperative prophylactic administration (preoperatively, intra-operatively and post-operatively). In cesarean section, intra-operative (after clamping the

44


umbilical cord) and post-operative use may reduce the incidence of certain post-operative infections.

DOSAGE AND ADMINISTRATION: The dosage may be given without regard to meals. Adult: Oral: The usual dose is 1-2 gm daily in 2 to 4 divided doses. In severe and prolonged infection, the dose can be increased up to 4 gm daily which should be taken in equally divided doses.

Special dose in the following infections: Skin and skin structures and respiratory tract infections: Usual dose is 250 mg. every 6 hours or 500 mg every 12 hours. Lobar Pneumonia: 500 mg every 6 hours or 1 gm every 12 hours. Urinary tract infections: Usual dose is 500 mg every 12 hours. Gastro-intestinal tract infections: 500 mg three to four times daily. Children: Oral: The usual total dose is 25 to 50 mg/kg/day given in 2 to 4 equally divided doses. 0 – 1 year: 25 – 50 mg/kg/day in divided doses 1 – 2 years: 62.5 to 125 mg four times daily or 125 to 250 mg twice daily 3 – 6 years: 125 to 250 mg four times daily or 250 to 500 mg twice daily 7 – 12 years: 250 to 500 mg four times daily or 500 mg to 1 gm daily

Therapy should be continued for a minimum of 48-72 hrs, after the patient becomes asymptomatic

or

evidence

of

bacterial

eradication

has

been

obtained.

45


Reconstitution & Administration: Oral Capsule or syrup: For the syrup, shake the bottle well before adding water. Then add 60 ml water after boiling (with the help of the provided teaspoon) to the bottle. Then continue shaking the bottle gently until the powder is dissolved properly. Shake the bottle well before each use . For drop: Add 10 ml water after boiling (two teaspoonfuls) to the bottle. Precaution: Cephradine should be used with caution in those patients who are known hypersensitive to penicillins.

Pregnancy and lactation : Although there have been no reports of adverse effect on the fetus, safety of use during pregnancy only when clearly indicated, Cephalosporins are distributed into breast milk and the drug should be used with caution in nursing women.

Pharmaceutical Precaution: Cephradine capsule, dry powder for syrup and dry powder for drop should

be

kept

in

a

cool

and

dry

place,

protect

from

light.

HOW SUPPLIED: Septa 500 capsule: Box containing 5 x 4 capsules in Alu/Alu foil pack.. Septa Dry Syrup: Bottle of 100 ml. Septa Drop: Bottle of 15 ml.

Price: TP Weight

forms

price

Septa 500

capsule

240

Septa Dry Syrup

Dry Syrup

80

46


Septa Drop

Drop

48.90

Place: Transportation: In the Dhaka city product supply by SR or own transport but out side of the Dhaka product are supply by the own responsibilities of MPO’s Coverage area: the area coverage all over the Bangladesh. Promotion: Sales promotion: For the Dhaka city for more than 500tk each order 10% discount get chemist but less than 500 tk they will get 5% discount. These types of promotional activities take by the Doctor’s Chemical Works ltd

Market Research ( Customer Analysis)

3.0 CUSTOMER SATISFACTION ANALYSIS OVER THE MARKET

For this part of the report, I conduct a survey on the customers. The questionnaire is divided into three sections for an effective analysis, one is general findings of antibiotic, second one is about DCWL and third one is satisfaction. After finishing the survey, I found the following findings:

3.1Demographic analysis on the responded: Gender identification:

The objective of this section is to identify the gender distribution of the medicine market :

47


Responded ; Female ; 50%

Male ; 50% Responded ;

Figure – 3.1 Male

Male

Female

Figure –3. 1: From the survey it is found that, out of 100Respondent’s50%consumer are male and another 50% consumers are female. So that in this survey chemist and chemist come doctor show and I focus the chemist and chemist come doctor are totally male.

3.2 Questionnaire about Education level of the customer : 60

50

50 40 28

30

15

20 7

10 0

SSC

HSC

Under Graduate

Post Graduate

Figure – 3. 2

48


3.2 Education level Here it is tried to identify the education level of the respondents.

Figure –3. 2: From the survey it is found that, out of 100 respondents 50% customers are up to H.S.C, 28% are under graduate, 15% are post graduate, S.S.C 7%.

From the above information it is clear that most of the users’ education level is up to HSC. That the average customers of medicine market are not good educated

3.3 Questionnaire about from where the customers collect the medicine Source of Medicine

From Metfort From MPO

25%

75% From MPO Metfort

100%

Figure – 3.3 Figure –3. 3 From the above information it is clear that 75% chemist collect medicine from MPO and 25% Chemist from Metfort wholesale market.

49


3.4 Give medicine for patient by chemists

Figure – 3.4 From the above information it is clear that most of the patients come to chemist at fast for their treatment that is why chemist are the main target customer.

Give Medicine for Patient by Chem ist 11% 6%

Yes No No comment

83%

Figure – 3.4

From the above information it is clear 83% chemists give medicine for their patients, 6% chemist do not give medicine for their patients, 11% chemists do not want to comment for this question 50


So we can say those chemists are the main user of the medicine. So most of the promotional works taken by the company always focus to the chemists

3.5 Prescriptions From the doctors 3.5 On the Basis on prescription rate Prescription Rate

3%

1%

96% Yes

No

No comment

Figure-3.5 It is previously mentioned that Chemist are the main target customers of the doctors chemical works ltd. The number of the high quality doctors are few. From the above information it is clear that 96% chemist informed that there are no prescription made by the doctors, 1% chemist informed that a very litter number of prescription we can get and 3% chemist they were not agree to give answer to this question .

3.6 Daily Sales Number of respondent

On the basis on

Record

Per Day Sale 50

sale

39

40 24

30

17

20 10

6

3

11

0 5001500

15002500

25003500

35004500

Sale

45005500

5500more

51


Figure -3.6 Figure -3.6 From the above information it is clear that 3% of the customer sale 500 to 1500 taka in a day, 24% chemist sale 1500 to 2500 taka in a day, 39% chemist sale 2500to 3500 taka in a day,17% chemist sale 3500 to 4500 taka in a day 6% chemist sale 4500 to 5500 taka in a day and 11% chemist sale more than 5500 taka in a day

3.7 The role of MPO of Doctors Chemical Works Ltd

Role of MPO

44% 56%

Yes

No

Figure 3.7 Figure -3.7 From the above information it is clear that 56%chemists informed that the MPO of DCWL are playing vital role to increase the sale and 44% chemists informed that they are not doing their jobs properly .

3.8 On the basis on promotional Activities

52


The promotional Activities

Figure -3.8

2%

6%

19%

Figure -3.8 From

the

information it is 2%chmists

16%

promotional

57%

very good, 6% no

comment

above

clear

that

informed

that

activities

are

are good ,19% Very good

Good

Bad

Very bad

No comment

chemists

about it . 16% informed

very

badly and 57% chemists informed badly. So most of the chemists are not satisfied about the promotional activities.

3.9 Basis on Demand Meet up the Demand

16%

84% yes

no

Figure -3.9 Figure-3.9 From the above information it is clear that16% chemist informed that medicine of DCWL meets up the demand and 84% chemists informed that medicine of DCWL does not meet up the demand .

53


3.10 Quality of the MPO 2% About MPO

2% 1%

3%5%

87%

Figure -3.10

Strong agree

Agree

Medium

Dissgree

Strong disagree

No comments

From the above information it is clear that 3%chemist strongly agree with this question, 5% chemists are agree with this ,1% disagree, 2% strongly disagree, 2% chemists do not want to comment and 87% chemist informed that they are medium.

3.11 Satisfaction Level of The Medicine of DCWL

Total Respondant

100%

4 7

3

80%

39

54

50

26

42

3 5 44

60% 40% 20% 0%

Very good

1

Good

57

48

17 Brand name Medium

Price

Bad

Very bad

Size

Design

No comments

Figure 3.11 Brand name: From the above information it is clear that 50%chemist informed very good, 39% good , 7% informed medium, and 4% no comment

54


Price: For price, 17% chemist informed that pricing is very good, 26% chemist informed good, 54% medium and 3% no comment on it .So most of chemists informed that the pricing is medium. Size : 57% chemist informed that it is very good , 42% chemist informed good and 1% no comment about it. So Most of the chemists informed well about the size of medicine. Design: For Design, 48% chemists informed the design is very good, 44% chemist informed good and 5% informed medium and 3% no comment

Major Findings From the findings of the previous chapter I have tried to find out the heart of the study and these are: 1. Pharmaceutical Sector is contributing a major portion to our economic growth 2. In Bangladesh the potentiality of Pharmaceutical sector is bright; 3. Competition is very high in Pharmaceuticals Industry, because more than 270 companies are fighting to gain the market share; 4. Marketing and Promotion of Pharmaceuticals Industry is quite good; 5. External Communication and Promotion of Pharmaceutical products are restricted by law; 6. Below the line promotion is the main way of communication in Pharmaceutical market; 7. The Market share of DCWL is 0.0008% [2008] 8. The market leader of pharmaceuticals industry is SPL and Beximco, Incepta, Acme, SK+F are gain Maximum market share etc. by their promotional activities and product line

55


9. Marketing and promotional activities of DCWL are not good. 10. DCWL has short range of product lines in the pharmaceuticals industry; 11. Market of DCWL’s products is only within the home country; 12. DCWL has a short range of distribution network; 13 DCWL uses its own distribution channel to distribute its products around the country;

4.8 SWOT Analysis

Strengths:  Legal protection of domestic industries by Drug Policy, 1982  A good growth of market  Availability of raw materials from nearest source location  Least presence of multinational giants Weaknesses:  High price sensitive target group  Need broad distribution network  Need continuous monitoring for prescription generations  Strong position of chemist group  Bureaucratic drug approval procedure

56


Opportunities:  Acceptability of new molecules to the doctor is high  New market for meeting existing demands can be created  There is government’s exemption of patent free business for the pharmaceuticals sector up to 2016. Threats:

 Infiltration of cheap Indian drugs  Trend of copying of highly prescribed drugs  Price war among the competitors

PART-5

CONCLUSION & RECOMMENDATION:

57


5.1.0 CONCLUSION:

Science has given us the light of developed society and it contributes to our daily life in all sectors. In medicine sector is very important.

From findings and analysis of Millat pharmaceuticals is not good performance and a little amount of market share. If they change their production system marketing system and change their activities as like market demand .than they can improve their market share .now in the medicine market more than 270 company supply medicine in local market and meet up 95 % demand.

58


5.2.0 RECOMMENDATION:

From my three month job experience .I think the following measures should be taken by the Millat pharmaceuticals authority for future strengthening their position both in the local market and also across the globe. 1. To approached production system and produce product to make abilities in the market 2. To ensure the product abilities in the market to meet up the demand in for chemist. 3. Make essay to provide the goods to the chemist and chemist come doctor 4. To give proper facility to the chemist and chemist come doctor. 5. Divide product in two categories such as over the counter (OTC) product and 59


Prescription product. 6. To make product available in the market 7. To improve the product getup design some time test. 8. To flow proper pricing system 9. to recruit knowledgeable and skill person as MPO to influence the doctor and chemist. 10. To improve size products get up design new product development.

PART-6

APPENDICES

60


Questionnaire survey for Customer Satisfaction

Dear responded, I am a student of NUB conducting a market survey to know the consumers’ satisfaction about the Medicine of Doctor’s Chemical Works Ltd. In order to achieve our objective, I need your kind participation and information from you. I am assuring you that this information will be used only for our educational purpose and not be given to any other.

(Please read carefully the question and just put a tick in the respective number and kindly give marks where necessary.)

Name:...……………………………… Age: ………years………… Sex:

Male

Female

61


Educational status:

SSC

HSC

Under Graduate

Graduate

Address: (for chemist)……………………….. Business time: (for chemist)………………….. Number of patient (for chemist)…………….

General information

1. What are the sources of medicine? From Metfort

from MPO

From Metfort & from MPO

2. Do you give medicine for patient? Yes

No

About Doctor’s Chemical Works Ltd:

3. Doctors are prescribing the medicine? Yes

No

No comment

4. What amount you sale in a day? 500-1500

1500-2500

2500-3500

3500-4500

4500-5500

5500&more

5. The MPO of DCWL are playing a vital role incase of increase sell and market share of the company through build relationship among doctors chemists and the company. Yes

No

62


6. The promotional activities of DCWL are Very good

Good

Bad

Very bad

other

7. The medicine of DCWL able to meet up your demand? Yes

No

8. The MPO of DCWL are knowledgeable skill and have ability to influence doctors and chemists? Strong agree

Agree

Medium

Disagree

strong disagrees

other………

9. Satisfaction Level of the Medicine

Very good

Good

Medium

Bad

Very Bad

No comment

Band Name Price Size Design

DATA TABLE 1. What are the sources of medicine you get from?

source of medicine

Respondent

From Metfort

25

63


From MPO

75

From Metfort & MPO

100

2. Do you give medicine for patient Comment

Respondent

Yes

83

No

6

No comment

11

Total

100

3. Doctors are prescribing Medicine Comment

Respondent

Yes

1

No

96

No comment

3

Total

100

4. What amount you sale in a day? Comment

Respondent

500-1500

3

1500-2500

24

2500-3500

39

3500-4500

17

4500-5500

6

5500-more

11

Total

100

64


5. The MPO of DCWL are playing a vital role incase of increasing sell and market share of the company through building relationship among doctors chemists and the company. Comment

Respondent

Yes

56

No

44

6. The promotional activities of DCWL are Comment

Respondent

Very good

2

Good

6

Bad

57

Very bad

16

No comment

19

Total

100

7. The medicine of DCWL able to meet up your demand?

Comment

Respondent

Yes

16

No

84

8. The MPO of the DCWL are knowledgeable skill and have ability to influence doctors and chemists? Comment

Respondent

Strong agree

3

65


Agree

5

Medium

87

Disagree

1

Strong disagree

2

No comments

2 100

9. Satisfaction Level of the Medicine Very Good

Good

Medium

Brand name

50

39

Price

17

26

Size

57

42

Design

48

44

Bad

7 54

5

Very Bad

No Comments

Total

4

100

3

100

1

100

3

100

66

MARKETING AND SALES STRATEGY OF DOCTOR’S CHEMICAL WORKS LTD1 cover page  

The report titled “Marketing and sales Strategy of DCWL. is a collaboration representation of my Internship Program at Doctor’s Chemical Wor...

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