Analysis on Beximco Private Limited and Its Product Napa Paracetamol-Caffeine Tablet

1.0 INTRODUCTION

Background of the study:

More than 300 local and multinational organizations have the registration of production and marketing of pharmaceutical products in Bangladesh but 212 companies have the existence in the production and marketing of pharmaceutical product. Within these numbers 150 companies hold near about 99% market share of the over all market of the company. Now, pharmaceutical industry can fulfill more than 90% of the local needs.

Beximco Pharmaceuticals Ltd. is on of the leading Pharmaceuticals Company in Bangladesh. Beximco Pharmaceuticals Ltd. is producing world class of Medicine, following the requirement of the World Health Organization (WHO) in order to improve the health happiness and the quantity of life. We placed greatest emphasis on maintaining the highest standard of the Corporate Governance. On the basis of Customer satisfaction servy we can describes how the principles of the good Governance is applied in Beximco Pharmaceuticals Ltd. The Beximco Pharmaceuticals Ltd.committed to efforts our health care needs of the country, about 26 new products have been added to the existing products during this year. As a result Triocim, Prosan, Recox, Atova, and lot of medicine are already achieve themselves in a good position in the world Market within a short period of time. But Beximco Pharmaceuticals Ltd. Company’s superstar product “NAPA” continued to retain the number of one position since 1990’s & now we find out the customer satisfaction on it again in this position.

Scope of the study:

The projected part of the study is to focus on the marketing mix (product, price, place, promotion) NAPA (the paracitamol Brand of Beximco) would be helpful to acquire knowlwdge about the pharmaceutical sector of Beximco and their way of war. The success factors of Napa medicine market of Bangladesh.

Justification:

The significance of this study is to know about the activities which are done by ACE and others thread a paracitamol brand and match it with the theoretical knowledge. To know about the level of customers satisfaction regarding marketing mix, product, price place, promotion and based of findings draw some recommendation for the paracitamol brand NAPA.

There are many products are manufactured and sold by Beximco Pharma ltd. in whole Bangladesh to satisfy need of quality and safety medicine in Bangladesh. Among all theses products Napa is one of the most available and selling product of the Organization. Napa is an analgesic & antipyretic used for the fast & effective relief of pain & fever & discomfort associated with headache, period pain cold & flue, tension headache, backache & muscular aches. Beximco Pharmaceuticals Ltd. Company’s superstar product “NAPA” continued to

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retain the number of one position since 1990’s but now it has many other competitors such as Ace & other. So now we want to find customer satisfaction level from a study on customers’ (Doctors & Chemist) percertion, it’s findings, analysis, recommendation for Napa & on the basis of this report they can continue their number one position.

Objectives

1.4.1 Broad Objectives:

The broad objective of the report is to Identify the customer satisfaction analysis on “Marketing Mix of Napa”( Beximco.)

1.4.2 Specific Objectives:

Attaining practical knowledge about the current market situation of Napa (paracetamol.

Knowing practically, how to analyze the marketing mix (4P’s) of a particular product. Knowing the consumer satisfaction level about the marketing mix of Napa. Learning practically, how to prepare a report. Enhancing our practical knowledge and skills To determine the consumer attitude towards Napa of Beximco Pharma Ltd’s product. To know about the customer satisfaction regarding quality & branding of the product

of Napa. To know about the availability, doctor’s preference, patients complains about the

brand. To understand what type of patient or customers are like to use this brand To know about the distribution of their product &customer satisfaction about the

distribution of Napa. To determine the position of Beximco Pharma Limited on the basis of Napa product

of Beximco Pharma limited regarding the customer.

Research methodology:

1.3.1 Research type: It’s a descriptive research on analyzing the marketing mix of Napa (paracetamol).

1.3.2. Source of data: All the necessary information to prepare this report are collected form both primary and secondary sources of data.

1.3.2.1: Primary Source: It includes the following sources of data -----

Observation Questionnaire survey Market survey In-depth interview Focus group discussion (FGD)

1.3.1.2. Secondary Source: It includes following sources of data -------- Different types Books, Articles.

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Net browsing Deferent types of journals

1.3.3. Methods of data collection: We have used following methods and tools to gather our necessary data or information (both the primary & Secondary) -------

1.3.3.1: Primary Data: All the necessary primary information are collected by using the following methods or tools -------

Direct market survey Through observation Through questionnaire (questioning people)

1.3.3.1.1. Questionnaire: We have used researcher administrate questionnaire which includes both close ended and open ended question. The size of the questionnaire is two A4 size pages and the average time of questioning is 10-20 minutes.

1.3.3.2. Secondary Data: We have used following tools to gather our necessary secondary data -----

Net browsing. Different types of articles and books.

1.3.4. Sampling plan:

1.3.4.1. Target population: All the users, who lived in Mirpur-1 & Dhanmondi area, of paracetamol .

1.3.4.2. Sampling frame: We haven’t found any structured sampling frame.

1.3.4.3. Sampling unit: An individual who use paracetamol to prescribe or to sell

1.3.4.4. Sampling method: We have used non-profitability judgmental method to collect the necessary information from our samples.

1.3.4.5. Sampling size: We have surveyed 50 Doctors&Chemist persons as sample from our population.

1.3.5. Analysis and reporting: We have used different types of statistical tools and computer software for analyzing and reporting our gathered information, such as – Microsoft Excel.

1.4. Limitation of the study:At the time of preparing this report we have encountered buy several problems or limitations, such as-

Lack of structured information, which is the main problem we have faced. Lack of time. Lack of money. Lack of practical skills, and so forth. Moderate

2.1Background History

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Beximco Pharmaceuticals Ltd (BPL), also known as Beximco Pharma is a major pharmaceutical company based in Bangladesh. It produces finished goods. Its business lines consist of manufacturing and marketing of pharmaceutical finished formulation products, large volume potentials and active pharmaceuticals ingredients. It is part of the Beximco Group of Companies. The history of pharmaceutical business of the company dates back to the early 70s, when it started to import market and distribute medicines from world renowned companies like Upjohn Inc. of USA and Bayer AG of Germany. Since the very beginning, the company was highly successful in generating increased demand for its products which eventually justified local production. Accordingly a pharmaceutical manufacturing facility was designed and constructed in 1980 under the technical supervision of Upjohn Inc. of USA, to manufacture their products under license. Products made under license of Bayer AG of Germany followed. After its initial years if struggle, Beximco Pharma broke ground with the launching of its own products in 1983.

BPL has now grown to become one of Bangladesh's leading pharmaceutical companies, supplying more than 10% of country's total medicine need. Today Beximco Pharma manufactures and markets its own branded generics for several diseases including AIDS, cancer, asthma, hypertension, and diabetes for both national and international markets.

Beximco Pharma manufacturing facilities are spread across a 20-acre site located in Dhaka, Bangladesh. The facilities comprise of a number of purpose-built plants, including a new Oral Solid Dosage (OSD) plant. The site includes manufacturing facilities as well as a research laboratory and a number of warehouses. The plant and machinery of the facilities were designed, produced and installed by partners from Germany, Switzerland, Sweden, Italy and the United Kingdom, amongst others.

It is one of the leading edge pharmaceutical companies and is a member of the BEXIMCO Group, the largest private sector industrial conglomerate in Bangladesh. The strategic strengths of Beximco Pharma are its strong brand recognition, highly skilled work force and diversified business mix. Beximco Pharma brands - Neoceptin R (Ranitidine), Napa (Paracetamol), Amdocal (Amlodipine), Neofloxin (Ciprofloxacin), Bexitrol F (Salmeterol Plus Fluticasone), Bextrum Gold (Multivitamin and Multi Mineral) and Atova (Atorvastatin) are among the most recognized brands in the Bangladesh Pharmaceutical industry.

2.2 Beximco Group:

Bangladesh has come a long way since its independence. It has improved key social indicators and the well being of its people. The Beximco Group of Companies has been an integral part of this progress. BEXIMCO's philosophy is simple: In identifying opportunities, it has targeted those industries which the country needs most in order to progress and to improve living standards. Beximco is also focused on those industries, which make the most of Bangladesh's Competitive Advantages in the international market. 

As a result of this philosophy, the Beximco Group is today Bangladesh's largest private sector industrial conglomerate. In the course of its growth, it has created industrial and management capabilities that will serve the country for generations to come.

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Over the years since started it could gain a position to symbolize effective management, fund generation, and diversification of exploring business opportunities. Today it is one of the most known names in the country’s business arena.

Beximco practices an appropriate combination to delegate authority and responsibility that works to motivate employees and yield better performance for the company as a whole. Recruiting the efficient and potential people, planning to develop human resources, exploring business opportunity, and information management have strengthened the effectiveness and image of the group.

It has a turnover of Tk. 16.5 billion and employs 22,000 people. Beximco has 1, 52,000 shareholders and contributes to 8% of the market capitalization of Dhaka Stock Exchange. BEXIMCO's industrial businesses include jute, textiles, basic chemicals, ceramics, pharmaceuticals and marine foods. BEXIMCO's non-industrial undertakings are focused on real estate and construction, engineering, media, information technology, trading and financial services.  

It is the creation and expansion of businesses critical to Bangladesh's development, businesses, which are developed and run by Bangladeshis, businesses that develop technologies and practices specific to the needs of the country, which is the defining characteristic of the BEXIMCO story.

The Company is a member enterprise of the Beximco conglomerate. The principal place of Business is the registered office at 17, Dhanmondi R/A, Road No.2, Dhaka-1205. The London Branch is situated at 305A Finchley Road (1st floor), London NW36DT, UK and the Wholly owned subsidiary Beximco USA Ltd. is located at 310 Selviddge Street, Dalton, Georgia-30722, USA.

2.3 Companies of Beximco Group:

Beximco is a group of 34 companies and most of these are being operated through eight divisions. These every division is monitor by the Headquarter. The divisions namely are as follows:

Table: 3 Companies of Beximco GroupDivisions CompaniesTextile Division Padma Textiles Mills Ltd

Beximco Synthetics LtdBeximco Apparels LtdBeximco Knitting LtdBeximco Textiles LtdBeximco Denims LtdBeximco Fashions LtdBeximco Fabrics Ltd

Divisions CompaniesChemical Division Beximco Pharmaceuticals Ltd

Beximco Infusion LtdPharmatek Chemicals LtdI&I Services Ltd

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Real Estate & Construction Division Beximco Engineering LtdShinepukur Holdings Ltd

Trading Division New Dhaka Industries LtdSonali Ansh LtdEsses exports Ltd

Marine Food Division Beximco Foods LtdBeximco Fisheries Ltd

Media Division Beximco Media LtdInformation Technology Division Beximco Softech Ltd

Beximco Systems LtdBeximco Computers LtdBangladesh Online Ltd

Jute Division New Dhaka Industries LtdSonali Ansh LtdEsses exports Ltd

Others Shinepukur CeramicsGammatech Ltd

Source: Website, Beximco

Beximco Pharma at a Glance

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Source: Website, Beximco.

The recipient of three times "Gold" national export trophy, Beximco Pharma is the largest exporter of pharmaceuticals from Bangladesh, spreading its presence in many developing and developed countries across the globe. Beximco Pharma is the only company in Bangladesh to receive this highest national accolade for export, for record three times

2.6 Current Profile

Corporate Headquarters 17 Dhanmondi R/A,Road No.2Dhaka 1205, Bangladesh

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Phones: 880-2-868220, 861891Fax: 880-2-863470, 867647

Operational Headquarters 19 Dhanmondi R/A,Road No.7Dhaka 1205, BangladeshPhones: 880-2-869151(to 5)Fax: 880-2-863888, 863470

Factory Cherag Ali Market, Auspara, Tongi I/A, Gazipur.Year of establishment 1976Commercial Production 1980Type of business Manufacturing and Marketing of Finished

PharmaceuticalFormulations and Raw Materials

Authorized Capital Taka 2000 millionPaid-up capital Taka 1040.97 millionNumber of Shareholders 49000Stock exchange listing Dhaka (DSE), Chittagong (CSE) and London Stock

ExchangeNumber of employees 2403Overseas Offices and Associates USA Pakistan, Myanmar, Singapore, UK, USA,

Yemen, Kenya, Nepal, Vietnam, Sri LankaExport activities Bhutan, Georgia, Germany, Hong Kong, Iran,

Kenya, Malaysia, Myanmar, Nepal, Pakistan, Russia

2.7 Beximco Pharma Strategy

2.7.1 Mission statement

Each of our activities must benefit and add value to the common wealth of our society. We firmly believe that in the final analysis we are accountable to each of the constituents with whom we interact, namely: our employees, our customers, our business associates, our fellow citizens and share holders”.

2.7.2 Vision Statement

“BPL has transformed its activities, culture, style and philosophy to meet the demands of the new millennium. Business diversifications that are strategically important for sustained growth are results of its vision of the future. A multi-million dollar pharmaceutical formulation plant which will be fully up to the USFDA standard is being built. On completion, this plant would be one of the most modern plants in this region. Several new bulk drug facilities are being developed to backward integrate their high volume products. BPL's commitment to its customers is to always offer them the best both in product quality and services”.

2.7.3 Board of DirectorsA S F Rahman Chairman

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Salman F Rahman Vice ChairmanIqbal Ahmed DirectorMohammad Abul Qasem DirectorOsman Kaisar Chowdhury DirectorAbu Bakar Siddiqur Rahman DirectorDr. Farida Huq DirectorFaheemul Huq DirectorAhsanul Karim DirectorDr. Abdul Alim Khan Independent Director

2.7.3.1 Function of the Board

The board of directors is the highest level of authority in the organization structure of BPL. The board is responsible for the overall direction and is ultimately accountable to the shareholders for the activities, strategies and performance of the company. Currently, the board of directors of BPL comprises of 10 members with Mr. A S F Rahman as Chairman and Mr. Salman F Rahman as Vice Chairman.

The major concern of the board is to ensure that the overall activities of the business are conducted responsibly and with focus on long – term value creation. The board meets periodically to transact matters placed before them that require board’s approval and/or direction. Board reviews the overall activities of the business and where necessary, strategic guidelines are given for onward implementation.

2.7.4 Executive Committee

Osman Kaisar Chowdhury Member of Board of DirectorsN a z m u l H a s s a n Chief Executive OfficerAli Nawaz Chief Financial OfficerAfsar Uddin Ahmed Director, Commercial

2.7.4.1 Function of Executive Committee

Next to the board, there is a four-member Executive Committee for closer monitoring of business performance and to provide operational guidance. The scope of work of the committee includes but not limited to, review of business performance, approval of budget, evaluation of capital expenditure proposals and if appropriate recommendation for approval to the board, appraisal of senior level managers etc., The review, evaluation and recommendations of the Executive Committee provide significant input to enable the board to take the well-informed decisions.

2.7.5 Management Committee

Osman Kaisar Chowdhury Member of BOD & Executive Committee

N a z m u l H a s s a n Chief Executive Officer

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Ali Nawaz Chief Financial OfficerAfsar Uddin Ahmed Director, CommercialRabbur Reza Director, MarketingLutfur Rahman Director, WorksZakaria Seraj Chowdhury Director, SalesMohd. Tahir Siddique Executive Director, QualityA R M Zahidur Rahman Executive Director, ProductionJamal Ahmed Choudhury Senior Manager, Accounts & Finance

2.7.5.1 Activities of Management Committee

The responsibility to implement EC decisions and supervision of day to day business affairs of the company lies with the management committee. They are also responsible for achieving the business plan. The committee consists of functional heads of different operating/business segments and is headed by CEO. The committee meets once a month and extensively reviews the overall activities of each segments of business.

2.8 Organizational Structure

3.0 OPERATIONS OF BEXIMCO PHARMA

3.1 Operational Network

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Beximco is the largest pharmaceutical company. They operate their business not only in Bangladesh but also all over the world.

3.1.1 Local Market

Beximco is one of the leading edge pharmaceutical companies. It operates their business in 64 districts within the country.

3.1.2 International Market

Beximco is the largest exporter of pharmaceutical products from Bangladesh and received National Export Trophy (Gold), the highest national accolade for export, for record three times. They commenced international market operations with the export of Active Pharmaceutical Ingredients (APIs) to Hong Kong in 1992 and finished formulation products in 1993. We first exported intravenous fluids in 1995 to Russia and Vietnam. Beximco Pharma is the only pharmaceutical company in Bangladesh having its operation in Singapore.Along with selling products to regular retail outlets, we also supply products to renowned hospitals and institutions in many countries, including Raffles Hospital, and K K Women & Children Hospital in Singapore, MEDS and Kenyatta National Hospital (KNH) in Kenya, Jinnah Hospital, and Agha Khan Hospital in Pakistan.

Products registered in / exported

Asia: Singapore , Hong Kong , Myanmar, Cambodia , Nepal, Sri Lanka , Pakistan Philippine, Bhutan , Iran , South Korea , Taiwan , Thailand, Vietnam.

Africa: Kenya, Ghana, Somalia, Botswana, Mozambique. Pacific Island: Fiji, Papua New Guinea, Solomon Island, Kiribati , Middle East,

Yemen, Jordan. Latin & Central America: Chili, Belize, Guatemala Eastern Europe: Georgia, Russia, Ukraine

3.2 Products of Beximco Pharma

The name Beximco Pharma assures many things: outstanding product quality, leading-edge technology, advanced new products, and a commitment to serve the medical community.Beximco’s products come in a wide range of dosage forms including tablets, capsules, dry syrup, powder for suspension, cream, ointment, suppositories, metered dose nasal sprays, large volume intravenous fluids, metered dose inhalers etc. ensuring the global standard of quality.

Healthcare professionals may contact directly or alternatively the nearest Beximco Pharma Medical Representatives for further information. Government regulations do not allow pharmaceutical companies to offer medical advice or guidance to patients.

3.2.1 Allergic Disorders

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Beximco Pharma has a strong focus to offer treatment solutions for both seasonal and perennial allergic rhinitis. The journey of Beximco Pharma in this arena began with the licensing arrangement with Bayer AG of Germany for the manufacture and marketing of Incidal® in Bangladesh. Products in this category also include a proprietary drug, developed by the R & D team at Beximco Pharma and provides 24-hour relief of allergic rhinitis with congestion (marketed under the brand name - Pretin® D) Beximco Pharma will continue to build on its tradition of launching the generic versions of all the research molecules in this category. 3.2.2 Analgesics

Beximco Pharma is the largest provider of analgesic medicines in Bangladesh, led by the strong performance of Napa®, a preparation of paracetamol. Paracetamol is the safest analgesic in the world for more than 50 years. Napa is the number one brand in terms of unit sales in Bangladesh and is available in 13 forms and strengths.

3.2.3 Anti-Infective

Beximco Pharma is one of the leading companies in the field of antibacterial and antiviral treatments offering a wide range of products. The anti-infective products of

Beximco Pharma are offered in different dosage forms: Tablet, Capsule, Large volume and Small volume parenterals for systemic administration and Cream and Ointment for topical administration. Beximco Pharma is the only company is Bangladesh to manufacture antiviral products to treat most serious infections of HIV (AIDS). 3.2.4 Cardiovascular

Beximco Pharma has always been the leader in Bangladesh cardiovascular market with innovative product offerings to treat almost all type of cardiovascular diseases like Hypertension, Coronary Artery Diseases, Hyperlipidemia, Heart Failure, Arrhythmia etc. Beximco Parma’s amlodipine brand Amdocal® is the number 1 cardiovascular brand since 1996. 3.2.5 Central Nervous System

Beximco Pharma has a wide range of CNS medication provide effective treatment of different diseases involving CNS including anxiety, depression, migraine, epilepsy, insomnia, schizophrenia, dementia etc. 3.2.6 Cough & Cold Products

Wide product range of Beximco Pharma offers the doctors freedom to choose the right medication for different types of cough: dry cough, chesty productive cough and other cough associated with common cold.

3.2.7 Diabetes

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Beximco Pharma offers wide range of products ensuring effective treatment of type II diabetes. It has the generic versions of all the leading research molecules including Glipizide, Gliclazide, Metformin, Glimepiride, Pioglitazone Repaglinide etc. 3.2.8 Gastro Intestinal

Beximco Pharma has a robust product line to treat diseases in the areas of gastroenterology. Beximco Pharma's Neoceptin®-R, which is a H2 blocker used in the treatment of ulcer, GERD, and other hyperacidity disorders, is the number one brand in Bangladesh Pharmaceutical Market. Beximco Pharma will continue to build on its strengths in gastrointestinal category.

3.2.9 Intravenous Fluids

Beximco Pharma has a strong product pipeline in the large volume intravenous fluids (IV) category for the treatment of critically ill patients who are hospitalized or in any emergency management for the replenishment of body fluids, electrolytes and energy. Beximco Pharma is also the largest manufacturer of IV fluids in Bangladesh. The products are being manufactured in its state-of-the-art plant using latest blow form and seal technology which ensures completely sterile and safe products for the patients.

3.2.10 Musculoskeletal

Osteoarthritis, Rheumatoid arthritis, Muscle spasm, pain of musculoskeletal origin is some of the diseases that limit the activities of daily life of millions of patients. Beximco Pharma with its wide range of products in the musculoskeletal category offers effective treatment solution for those patients. 3.2.11 Oncology

Beximco Pharma manufactures a generic version of Tamoxifen (Tamona®) which is being used successfully world wide for the treatment of breast cancer disease. The company also has a proven drug for the treatment of nausea and vomiting associated with cancer therapy. 3.2.12 Respiratory

Beximco Pharma is the leading manufacturer of pressurized Metered Dose Inhalers (MDI) in Bangladesh and is among the few companies in the world manufacturing CFC (Chlorofluorocarbon) free MDIs. It has a wide range of inhalers 'Reliever', 'Preventer' and 'Controller' for the treatment of asthma and COPD. The company also undertakes contract manufacturing for GlaxoSmithKline for its 'reliever' brand. In collaboration with Europe's one of the leading manufacturers of specialty medical devices and respiratory drug development companies, Beximco Pharma successfully developed and introduced country's fist CFC-free HFA based MDIs in September 2006.

3.2.13 Skin Care

Beximco Pharma's robust product line in the skin care category offers easy and convenient solution to wide range of skin diseases like fungal and bacterial infections, eczema, atopic

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dermatitis, other inflammatory skin diseases requiring corticosteroid therapy, acne, psoriasis, and various other dry skin problems.

3.2.14 Vitamins and Minerals Supplement

Beximco Pharma's many brands in the vitamins and nutritional supplement category has gained trust of the physicians in treating various vitamins and nutritional deficiency symptoms.

Beximco Pharma’s Different Edge

World class manufacturing facilities Outstanding product quality Sophisticated formulation technology Diversified dosage forms and products Significant investment in R&D Excellent customer services Responsible care for the environment Commitment to the people and the society

3.4 Operational Performance in 2007

Achieved Net Sales of Tk. 3,597.0 million and Pre-tax Profit of Tk. 399.7 million as compared to Tk. 3,702.3 million and Tk. 523.2 million respectively, of prior period.Overall sales declined by 2.84%. However, sales of the formulation products increased by 2.55% and export by 6.65%

Entered into nine new international markets in Asia, Middle East, Pacific Islands, Africa and Central America. Registered 107 new products in different overseas markets.

Therapeutic Goods Administration (TGA), Australia and Joint Inspection Committee of the Ministry of Health of Gulf Cooperation Council (GCC) countries completed audit of the new Oral Solid Dosage (OSD) and Metered Dose Inhaler (MDI) & Spray manufacturing facilities.Signed a Long Term Arrangement with the Global Supply Division of UNICEF (Denmark) to supply 60,000 units CFC free metered dose inhaler product over a two year contract period.

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3.5 Functions of BPL’s Department

BPL has a number of departments to facilitate its operation. All the departments are responsible independently for their activities and at the same time they are linked with each other for better performance.

3.5.1 Purchase Department

This department interacts directly with the planning, production, and finance department. Finance department develops a cash flow budget at the beginning of the year. The sales department fixes the sales target.

3.5.2 Market Research & Statistical Cell (MRC) Department

Market Research & Statistical Cell (MRC) Department plays a vital role in looking for market share of the company in the industry. The whole country is divided into 829 territories under 20 regions. Headed by a manager, 30 Market Research Representatives (MRR) does the task of market survey.

3.5.3 Sales Department

Sales department is forecasting the sales. The major responsibilities of this department are, preparing the strategies for expense budget through CPM, and generating the demand in the market through MPE. The main goal of sales department is sales achievement. An Executive Sales Director is the head of the department. This department consists of Sales Manager (SM), Deputy Sales Manager (DSM), Regional Sales Executives (RSE), Area Sales Executives (ASE), and Medical Promotion Executives (MPE). The department divided the whole country into 20 regions and assigned 20 Regional Sales Executives to control sales activities.

3.5.4 Human Resource Department (HRD)

There are two major types of activities have HRD. These are:

a. Administrative functions (maintenance and protocol services)b. Human resource related functions

The objectives of Human Resource Department (HRD) are-Recruitment policy and procedureConformation policy and procedurePlacement of employeesHuman Resource DevelopmentOrganizational structure review and modification

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Career planningHiring and firingJob description preparationConducting appraisal at the end of each year Induction, Attendance and leaveMaintaining and developing employees personal filesGeneral servicesSafety and securityWelfare activities for employees

3.5.5 Finance and Accounts Department

There are three wings under the Finance & Accounts Department. These are

a. Treasury Accountsb. Financial Accountingc. Management Accounting

a) Core functions of Treasury Wings: Fund management Maintaining banking transactions loan and leases Party payments Employee payroll

b) Core functions of Financial Accounting Wings: Day to day transaction recording Monthly Reports Auditing Handling Tax related matters Maintaining legal compliance Maintaining SEC rules Preparing Financial Reports

c) Core functions of Management Accounting Wings: Budgeting Costing Internal Reporting Maintaining project’s capital expenditures

3.5.6 Management Information System (MIS) Department

The MIS Department takes care of total automation of BPL. It supports the hardware and software network of the company and the factory. This department provides services through SNA Server, WIN NT Server, and SQL Server. BPL operational headquarters is linked to the corporate headquarters through fiber optic cable. The department also established a Wide Area Network (WAN) with the 12 depots around the country. MIS department develops the access Control & attendance monitoring System internally. The department maintains the radio-link between the factory and the head-office. The software section is to work for developing software solutions as per organizational requirements.

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3.5.7 Multimedia Department

BPL is the only pharmaceutical company that has a Multimedia Department. This is helping in the product promotion. It designs medical videos for the doctors. The color, size, shape, lettering, etc. of the text are carefully selected to attract the target audience easily. It has designed some Kiosks (touch screen computers) that have been placed in the medical colleges for the students to learn and be trained. The department also provides audio visual aids to other departments of the company and also assists to decorate the publications.3.5.8 Medical Services Department (MSD)

This department is a unique department in this industry as BPL established this first ever in order to create easy relationship through using the professional linkage with the doctors, the ultimate customer of the pharmaceutical companies. It provides services (eg. slide preparation, providing different journals, books etc.) to the health professional on different issues and receives feedback from them. It arranges seminars on different issues such diseases and their cures in different parts of the country. It publishes a special ‘Medical Newsletter’ quarterly and sends the current issues to the enlisted doctors at free of cost. The newsletter consists of important, recent medical articles. It also provides news gathered from inter-net and allows free browsing facility for the doctors. Thus it helps the medical community and at the same time increases the company image outside.

3.5.9 Sales & Training Department

The Department has the responsibility of providing training to the firm’s employees and management. There one Manager and two Officers in this department. The curriculum of training varies from group to group. Training has been provided through lectures with the assistance of handout, multimedia projector, technical memorandum and training materials. The department basically offers four types of training programs.

1. Induction Training Programs for MPEs2. Supervisory Management Programs for ASEs3. Advanced Supervisory Management4. Refresher Training Programs for everyone in sales

3.5.10 International Marketing Department

In 1991, the company took the challenge to venture into the international arena. At first it started exporting only formulation products. Then in 1996 this company first started exporting their finished goods. This department is concerned with the international promotion and marketing of BPL finished products and basic chemicals.

3.5.11 BPL Factory (Works Department)

Beximco Factory Complex (a manufacturing plant in Auspara, Tongi, Dhaka) has 7 acres of land and a total covered space of 160,000 sq. ft. Total manpower in the factory complex is 450. It has three different types of plants:

Formulation Plants for pharmaceutical Products.Raw materials Plants:Basic Chemical Plants: Produces raw materials of Antibiotics.

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Pharmatek Chemicals: Produces raw materials of Paracetamol.Beximco Infusions Ltd.: Produces Intravenous (IV) Fluids.

3.5.11.1 Departments in Factory

BPL’s factory has following departments:

Solid Department Warehouse

Liquid, Cream & Ointment (LCO) Dept. Basic Chemical UnitAntibiotic Formulation Department Cox-BlockQuality Control Department Project Development DepartmentQuality Assurance Department Training DepartmentProduct Development (PD) Department Safety, Health and Environment Dept.Production Planning Department Administration (Factory HRD)Engineering and Maintenance Dept. Financial System DepartmentMetered Dose Inhaler (MDI) Plant Accounts (Factory) Department

Such of these Departments are briefly discussed below:

Solid Department: It has two main subsections-

Solid Manufacturing consists of granulation, compression and coating. Solid packing has three different types of outputs-strip packs, blister packs and bottles

9 for Vitamins). Liquid, Cream and Ointment (LCO): Liquid products are packed in three different

production lines. Cream and Ointment are dealt in a separate room. Antibiotic Formulation: It has two different production lines-capsules and dry syrup

& suspensions. Quality Control: Performs chemical and micro-biological tests for products and raw

materials. Quality Assurance: Checks environment of different process (cleanliness,

temperature, humidity) and physical properties of products and raw materials. Product Development: It has been divided into two R&D teams. R&D-I is responsible

for the improvement of existing formulations and R&D-II is engaged in the developments of new formulations.

Production Planning: Prepares production schedule and raw materials handling schedule.

Metered dose Inhaler (MDI) Plant: It produces inhalation aerosols. Every step follows documentation like-validation of facilities and equipment, trained personnel and preventive materials.

Engineering and Maintenance: Provides utility services to different departments and looks after preventive & breakdown maintenance of different machines.

Administration: Services provide like-canteen, transport, cleaning washroom, garden etc.

3.6 Overview of Respective Department-CPM

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CPM stands for Central Product Management that takes care of the total marketing of the products. Central Product Management (CPM) is the core department of BPL. This department mainly focuses and gives emphasis on the strategies. Central product Management includes the activities of marketing and sales promotion of both Beximco Pharmaceuticals Limited and Beximco Infusion Limited.

CPM plans and develops sales and promotional activities to be implemented by the sales department as these two departments have a very close circuit relationship and each depends on the other for successful achievement of marketing and sales objective. The CPM department works in coordination with other departments. Those departments help and assist the product officers in providing them with information and designing the various promotional tools. Different people from different background are working in this department to flow the activity accurately. There are business Graduates, Pharmacists, Microbiologist and Doctors.

There are three sub wings under Central Product Management Department:

1. Statistics2. Designing and Desktop publishing3. Sample Store

3.6.1 Functions and Responsibility

Major functions of the CPM Department are:

1. Preparing product literature and promotional materials for doctor2. Determining the packaging pattern, color and size3. Setting target sales 4. Searching about competitor’s strength, weakness and opportunity5. Conducting meeting with field workers6. Issuing budget in consulting with different department7. Setting price for each product8. Collecting statistical data which are relevant to their operation

3.6.2 Organizational Structure of CPM

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Director, Marketing

Senior Manager, Central Product Management

Executive Director

Senior Manager, International Marketing

4.0 SWOT ANALYSIS OF BPL

4.1 Strength:

The largest company in the country for the last two decades. Strong brand image. Profitable operation last thirty years. High growth. Huge number of products and dosage forms Strong management team Most organized largest field force Excellence in distribution with widest coverage Effective R&D department

4.2 Weakness:

BPL import almost 72% of its raw materials and packing materials. Ill reputation of higher authority Not given the proper attention for all product due to long product line Less number of OTC products than the rivals Single distributor Insufficient number of employees Less marketing orientation

4.3 Opportunity

Growth rate is high in Pharmaceuticals industry in Bangladesh BPL has the resource to increase their activity in drug market.

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Senior Brand Executive

Assistant Brand Manager

Senior Assistant Brand Manager

Group Brand Manger

Brand Executive

Good opportunity to backward and forward integration. To capture the foreign market.

4.4 Threats

The regulatory authorities of the government dictate the pricing policy. Expansion of product line by small and medium size pharmaceutical companies Political threats Company recognized by individuals Threats from investor.

SOME THEORETICAL CONCEPTS USED IN THIS REPORT

Marketing mix is the set of controllable, tactical marketing tools that the firm blends or uses to produce the response it wants in the target market. It is a part of market positioning and it is the core tools for a marketer to fight with his or her competitors. It (4P’s) includes the four types of marketing activities – Product designing, creating real value for the product designed (pricing), make the product convenient to find (distribution), promoting the product in the target market (promotion) and they are discussed below --------

Now the marketing mix is shown in a figure, given below ------

s

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ProductVarityQualityDesignFeatures Brand namePackagingServices

PriceList priceDiscountsAllowancePayment periodCredit terms

Target customers

Intended positioning

PromotionAdvertisingPersonal sellingPublic relationSales promotion

PromotionAdvertisingPersonal sellingPublic relationSales promotion

Product: Anything that can be offered to a market for attention, acquisition, use or consumption and that will satisfy a need and want of a person(s). Product may be physical goods or may be any types of service, even a person may be a product.

Price: In general sense, price is the amounts of resources (money or other types of resources) customers have to pay to obtain a particular product, which the customer seeks to purchase to satisfy their needs and wants. More elaborately, price is the sum of all the values that consumers exchange to have the benefits of having a particular product of service.

Place or distribution: This aspect of marketing mix includes company activities that make the product available to the target consumers. The main objective of this function is to make the product available in the market, so that the target groups can find it conveniently.

Promotion: An organization’s Activities that communicate the merits or advantages and the value proposition of the product and persuade or induce the target groups to buy it. The main objective of this function is to create awareness among the target groups about a product and to increase the sales of that product. So we can say that the promotion activity includes all the activities taken by a firm to promote it s product in the target market. For example - advertisements, incentives, sales promotion etc. 2.2. 4C’s - Buyer’s view of the Marketing Mix:

4C’s includes the buyer’s perception about the marketing mix of a particular product. It means how the buyers judge the marketing mix of a product. It (4C’s) shows the buyers satisfaction level about a product. It includes the following variables ----------

Consumer Solution Consumer Cost Convenience Communication

Customer Solution: We know that, each and every product offered in markets, has the ability to satisfy or solve a particular need or problem of the customers. So, from the point of view of buyers, each and every product is work as a solution to a problem or need.

Customer Cost: Each and every customer has to incur some costs to obtain a particular product. So, from the buyers’ point of view, the money or resources which has spent to obtain a product, is the consumers cost.

Convenience: Because of the distribution activities of firms, the consumers get the opportunity to buy their needed products conveniently. So, according to the buyers’ perception the distribution activities of a firm are the convenient activities.

Communication: The promotion activities of firms, communicate the necessary information about a product for the customers. Therefore, the promotional activities act as a communicator between the firm’s product and customers.

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2.3. The 4P’s and 4C’s of the marketing mix:

Now we will see the relationship between 4P’s and 4C’s -------

3.0. Some Words about Napa (paracetamol):

Napa ®Tablet/Extra Tablet/Syrup/Suspension/Suppository/Paediatric Drops

Description

Napa (Paracetamol) is a fast acting and safe analgesic with marked antipyretic property. It is especially suitable for patients who, for any reason, can not tolerate aspirin or other analgesics.

Indications

All conditions requiring relief from pain and fever such as neuritis, neuralgia, headache, earache, toothache, pain due to rheumatic disorder, cold, influenza, dysmenorrhoea, post-vaccination pain and fever of children etc. Napa suppositories are used for rapid symptomatic management of pain and fever. It is given as rectal suppository for mild to moderate pain and for pyrexia.

Dosage and Administration

Tablet/Extra Tablet : Adults : 1-2 tablets 3-4 times daily; Syrup/Suspension : Adults : 4-8 Measuring spoonful 3-4 times daily; Children : 6-12 years : 2- 4 measuring spoonful 3-4 times daily, 1-5 years : 1-2 Measuring spoonful 3-4 times daily, Up to 1 year : 1 / 2 -1 Measuring spoonful 3-4 times daily.

Paediatric drops : Neonates & Children : 0-3 months : 0.5 ml, 4-11 months : 1ml, 12-23 months : 1.5 ml, 2-3 years : 2 ml, 4-5 years : 3ml four times daily or as directed by physicians. Suppositories : Children : 1-5 years : 125- 250 mg, 6-12 years : 250-500 mg, up to 4 times daily.

Contraindications

Paracetamol is contraindicated in patients with severe renal function impairment and hepatic disease (Viral Hepatitis). Precautions Paracetamol should be given with caution to patients

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4P’s- Seller’s view 4C’s- Buyer’s view

Product Customer solution

Price Customer cost Place Convenience Promotion Communication

with impaired kidney or liver function. Paracetamol should be given with care to patients taking other drugs that affect the liver.

Side Effects

Side effects of paracetamol are usually mild, though haematological reactions including thrombocytopenia, leucopenia, pancytopenia,.neutropenia, and agranulocytosis have been reported. Pancreatitis, skin rashes, and other allergic reactions occur occasionally.

Use in Special Population

Pregnancy and lactation: Pregnant or nursing mother seek the advice of a health professional before using this product. cc.Napa is an analgesic & antipyretic used for the fast & effective relif of pain & fever & discomfort associated with headache, period pain, colds & flue, tension headache, backache,& muscular aches.It’s the safest drug of choice in pregnancy & laction.It’s also suitable for cardiovascular risk patients, asthmatics who are sensitive to aspirin & non-steroidal anti-inflammatory drugs (NSIDS). It is available in 12 different strength of different dosage forms such as tablet, syrup, suspension, paediatric drops, and suppository.

4.0. Analysis and Findings

Marketing Mix Analysis (4P’s) of Napa(paracetamol)Marketing mix includes all the activities of a firm to make the desired response in the target markets or to influence the demand of its products. Marketing mix is the core tool for an organization to fight and to defend the attack of its competitors. So a marketer must develop marketing mix for his or her organization based on the consumers’ needs and wants. Marketing Mix includes four marketing activities, namely - product, price, place or distribution and promotion. Now they are discussed below – The marketing mix of Napa is analyzed below --------

Product:

As we have discussed earlier this aspect of marketing mix includes many things and they are shown below ----------

Brand Name: Napa (paracetamol), a strong brand, which is popular among all groups of consumers.

Quality: In the medicine market of paracetamol group its quality is relatively best, according to our survey.

Features:. Napa is an analgesic & antipyretic used for the fast & effective relif of pain & fever & discomfort associated with headache, period pain, colds & flue, tension headache, backache,& muscular aches & It is available in 12 different strength of different dosage forms such as tablet, syrup, suspension, paediatric drops, and suppository.

Packaging: Its packaging is totally different from others and color combination is quite well and different packages for different types, so, the consumers can make a difference easily among the different types.

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Sizes: We can get Napa as a syrup at different sizes of bottles and paediatric drops as droper system, napa tablet & suppository tablet, so that the consumers can afford to buy it easily. Different size & quantity of napa are shown in bellow

Napa ® Tablet: Box containing 50 blister strips of 10 tablets, each containing 500 mg Paracetamol BP.Napa ® Extra Tablet: Box containing 20 blister strips of 10 tablets, each containing 500 mg Paracetamol BP and 65 mg Caffeine BP.Napa ® Syrup : Bottle containing 100 ml, 60 ml & 50 ml syrup, each 5 ml containing 120 mg Paracetamol BP.Napa ® Suspension: Bottle containing 60 ml & 50 ml suspension, each 5 ml containing 120 mg Paracetamol BP.

Napa ® Paediatric Drops: Bottle containing 15 ml drops, each ml containing 80 mg Paracetamol BP.

Napa ® 125 Suppository : Box containing 4 foils of 5 suppositories (4 x 5’s), each tablet containing 125 mg Paracetamol BP.

Napa ® 250 Suppository : Box containing 4 foils of 5 suppositories (4 x 5’s), each containing 250 mg Paracetamol BP.

Napa ® 500 Suppository : Box containing 4 foils of 5 suppositories (4 x 5’s), each containing 500 mg Paracetamol BP

Services: The organization provides its product, which will serve the consumers’ problems with of pain & fever & discomfort associated with headache, period pain, colds & flue, tension headache, backache,& muscular aches .

Varity: Napas varity depends on it’s shape, lucid or solid, different power which I have allready mentioned &it is necessary for different problems.

Price:This variable includes all the activities associated with establishing pricing objectives and policies and determining product price. Piece is a crucial component of the marketing mix because customers are concerned about the price of a product. So a marketer must have to be much more concern about the pricing activities.

List price: Napa offers its different sizes of syrup & different tablets with different prices. A list of prices of all the Napa is shown below -------- Sizes of Napa Per unit price (Tk.)Napa tablet(500mg) 1Napa Extra(500mg) 1 ½Napa Syrup50ml60ml100ml

2023

25

Napa Suspention50ml60ml

1720

Napa Paediatric Drop(15ml) 11.5

Napa Suppository tablet125(mg)250(mg)500(mg)

458

Discounts: Napa does not provide any other discount facilities.Payment Period: They collect payment from the business market, at the time, when the order is delivered and the consumers’ have to pay instantly, when they make actual purchase.

Credit terms: Napa does not provide any credit facilities for its customers, as it is a convenient product.

Promotion: We know that, this aspect of marketing mix includes all the activities of a firm to promote its product in the target market. Napa is not an exception. Like other firms Beximco uses a lot of activities to promote its product, named - Napa in the target market. The activities are discussed below ---

Sales Promotion: Napa is available in 12 different strength of different dosage forms for it’s sales promotion..

Advertisement: Company gives Napa to it’s share holder in the share holder’s meetings annually, providing leaflet with other medicine, company provides clock & other to clinic,hospital,retailers by it’s representatives for advertising, they also use newspaper advertising & some other little advertisement. Beximco does not use so many advertisement for Napa to capture its market.

Personal selling: Napa does not provide any home delivery facilities for the consumers.Public Relation: Napa® has gained millions of physicians' trust and confidence and thereby became the number one selling brand by volume in the Bangladesh pharma market (according to IMS 4th Quarter, 2005 . Building good relations with the company’s various public by obtaining favorable publicity, building up a good public image, & handling or heading off unfavorable rumors ,stories &events. Besides it Beximco has a good image & public like it.

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Place or Distribution: Beximco Parma uses strategy to make its product available in the market, which is necessary to keep the consumers and to make them delight.

Channel: The Beximco pharma has effective distribution channels trying to serve everyplace of the country. The have segmented the whole country into three major categories as rural, urban and metro.

Market Coverage: Napa has covered 99 percent of the total area of the Mirpur-1,2,10 & Dhanmondi area. (According to our observation).

Assortments: Napa have a secure, strong and wonderful bottle and other package (such as blister strips, foils,boxes) it very carefully. So it becomes very easy to store the product. The wholesalers and the retailers or chemist can easily store Napa in their own pharmacy. Transportation does not become any cause of damage for Napa as its packaging is much standard.

Transportation: Generally, with the help of delivery micro bus for Napa, provided by Beximco, products are delivered to the retailer by the distributor and the retailer deliver napa to the customers . So it becomes very easy for the consumers to collect Napa. Customer Satisfaction analysis of NapaTo find out the customer satisfaction of Napa we study on customer’s (50 Doctors & 50 Chemist) perception.( Doctors perspective)

1. How many patients do you see each day on Average?

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RetailersChannel Distributor Warehouse

Company (Where the product is

manufactured)

Ultimate Consumers

54%28%

18%

Below 30

30-50

Above 50

Analysis: Here 54% of total 50 respondents (doctors) said that they see bellow 30 patients, 28% said that 30-50 patient & 18% said that above 50 patient they see each day on average.

2. How many of them are having fever & pain?

45%

33%

22%

Below 1515-30Above 30

Analysis: Here , among the total 50 participants(doctors), 45% respondents said that bellow 15, 33% respondents said that 15-30 & 22% respondents said that above 30 patient of them are having fever & pain. So we can say that doctors does not see too much patient about this seek ness. Because it is very normal seek ness & people can decide easily their decision about their seek ness.

2. Which brand do you prefer while selecting a paracetamol drug?

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Analysis:

Among the total 50 participants (doctors), 58% respondents prefer Napa, 32% respondents prefer Ace & 10% respondents prefer others for selecting parecetamol drug. So we can say that doctors are satisfied & they like to give Napa to its patients

3. What do you think about Napa’s Product Quality?

55%

20%15%

5%5%

45%

35%

20%

7%3%

5%

20%25%

15%

35%

0% 10% 20% 30% 40% 50% 60%

very satisfactorySatisfactore

MediumLow

very lowvery satisfactory

SatisfactoreMedium

Lowvery low

very satisfactorySatisfactore

MediumLow

very low

Nap

aN

oA

ceO

ther

s

Series1

Analysis: : Here 55% of total 50 respondents(doctors) said that it’s quality is very satisfied, 20% said that satisfactory , 15% said that medium, 5% said that low & 5% said that very low. For Ace Satisfactory levels are accordingly 45% ,25% ,20%, 7% ,5% & for others Satisfactory levels are accordingly 5%, 20%, 25%, 15%, 35%. So according to our survey we can say that as a product Napa is Quality full then ace & other.

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4. What about it’s Price ?

0%10%20%30%40%50%60%70%80%90%

Ver

y

Res

onab

le

Med

ium

unse

ason

able

Ver

y

Ver

y

Res

onab

le

Med

ium

unse

ason

able

Ver

y

Ver

y

Res

onab

le

Med

ium

unse

ason

able

Ver

y

Napa Ace Others

Series1

Analysis: Here70.89% of total 50 respondents(doctors) said that it’s price is very reasonable, 10.89% said that reasonable , 0% said that medium, 0% said that unreasonable & 0% said that very unreasonable. For Ace price reasonability are accordingly 60.89% ,10.15% ,10%, 5% ,5% & for others Satisfactory levels are accordingly 40%, 20.15%, 10.79%, 10.89%, 2.5%. So according to our survey we can say that price of Napa is reasonable then ace & other. So it meets the customer satisfaction.

5. Is brand reminder by Medical Representative is very frequently?

Analysis: Analysis: Here0% of total 50 respondents (doctors) said that it’s Brand reminder by Medical Representative is very frequently, 0% said that frequently, 0% said that medium, 2% said that rearly & 5% said that very rearly. For Ace Brand reminder by Medical

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Representative are accordingly 0% ,0% ,2%, 5% ,7% & for others Brand reminder by Medical Representative are accordingly 35%, 40%, 10%, 10.%, 5%. So according to our survey & this figure we can say that Brand reminder by Medical Representative of Napa is very rarely then ace & other. So it has a problem in promotional sight.

Is new information on brand is satisfactory?

Response

0%10%20%30%40%50%60%70%

Ver

yS

atio

sfac

tory

Med

ium Un

Ver

y

Ver

yS

atio

sfac

tory

Med

ium Un

Ver

yV

ery

Sat

iosf

acto

ry

Med

ium Un

Ver

yV

ery

Napa Ace Others

Response

Analysis: Among the total 50 participants (doctors), 60.5% respondents think that they get very satisfactory new information on brand , 10.89% respondents think that they get satisfactory new information on brand , 8% respondents think that they get medium new information on brand, 10% respondents think that they get unsatisfactory new information on brand & 5% respondents think that they get very unsatisfactory new information on brand. So the maximum number of responders thinks that it gives new information on brand better than Ace & other

7. What is the intensity of complain from patient?

0%

1%

2%

3%

4%

5%

6%

Ver

yH

igh

Hig

h

Med

ium

Low

Ver

yLo

wV

ery

Hig

hH

igh

Med

ium

Low

Ver

yLo

wV

ery

Hig

hH

igh

Med

ium

Low

Ver

yLo

w

Napa Ace Others

Series2

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Analysis: Among the total 50 participants (doctors), 0% respondents say they get very high complain from patient on Napa , 0% respondents say they get high complain from patient on Napa , 8% respondents say they get very high complain from patient on Napa prefer they get medium new information on brand, 10% respondents prefer they get unsatisfactory new information on brand & 5% respondents prefer they get very unsatisfactory new information on brand. So the maximum number of responded thinks that it gives new information on brand better than Ace & other

8. What is the availability of drug?

0%

20%

40%

60%

80%

100%

Avvailability of Drugs

Response 88 8 2 1 1 82 9 3 4 5 68 16 8 5 3

Very HighHighMediumLowVery LowVery HighHighMediumLowVery LowVery HighHighMediumLowVery Low

Napa Ace Others

Analysis: According to this figure we can say that Napa & Ace both are available but Napa is better than Ace. Other brand is available but it is too low than Napa & Ace

Customer Satisfaction analysis of Napa (Chemist perspective)

1. What is the relative preference of brands among patients?

22%

62%

16%

Napa

Ace

Others

Interpretation:

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From the view point of the pie chart among the total 50 participants (Chemist), 62% of respondents said that Ace is more relative preference of brands among patients. 22% of respondents said NAPA and 18% respondents said others is more relative preference of brands among patients. So maximum number of respondent thinks that ACE id better then NAPA & others brands.

2. What could the reasons for patient’s preference?

46%

37%

17%

Reasonable

ReliableAltenatives

Analysis:

The chart provides information about the reason of customer preference. About 46% of total 50 respondents (chemist) said that customer prefer the NAPA product because it is reasonable. On the other hand 37% said that its reasonable then others brands like ACE. Lastly 17% said its work as alternative. As a result from the graph It can be said that NAPA is reasonable products that why customer prefers willingly.

3. Which brand does the doctor’s prefer?

38%

54%

8%

0%

10%

20%

30%

40%

50%

60%

Napa Ace Others

Napa

AceOthers

33

Analysis: The chart provides information about the doctor brand preference. About 54% of total 50 respondents (chemist) said that they prefer the ACE then others brands and 38% prefer the NAPA On the other hand 8% prefer others brand like fast-plus. As a result from the graph it can be said that ACE is more preferable to Doctors then others brand.

4. Which brand is more profitable?

NapaAce Others

32%

58%

10%

0%

10%

20%

30%

40%

50%

60%

Napa

Ace

Others

Analysis: The chart provides information about the profitable brands. About 58% of total 50 respondents (chemist) said that ACE is more profitable then NAPA & others brands and 32% of respondents said that NAPA is minimum profitable then others brand. On the other hand 10% said against of them. As a result from the graph it can be said that ACE is more profitable product then others brand.

5. Which brand is more available?

40%

40%

10%

Napa

Ace

Others

Analysis:

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The chart provides information about the doctor brand preference. About 80% of total 50 respondents (chemist) said that they prefer the ACE & NAPA both are available in the market place. As a result from the graph it can be said that ACE & NAPA both are more available then others brand.

6. Which brand do you got more complain by patient ?

0% 0%

10%

0%

2%

4%

6%

8%

10%

12%

Napa Ace Others

Series1

From the view point of chat found that, Majority of respondent about 10% said that complain comes from others brand whereas NAPA & ACE are not any complain by patients. 7. What is your opinion about Bonus offered by different companies?

22%

78%

Good

Bad

The chart provides information about bonus offer by the difference companies. 78% of total 50 respondents (chemist) said that they prefer bonus offered by the difference companies is bad and 22% respondents said bonus offered by various companies is good. So maximum number of respondents gives their opinion against the bonus offered from their observation.

8. Is it motivated chemist to sell more?

35

90%

10%

Yes

No

Analysis:

The chart provides information about the motivation level of chemist. About 90% of total 50 respondents (chemist) said that they are motivated to sell more if they get bonus and rest of 10% respondent are against of it.Major Findings of NAPA (Doctor’s perspective)

Major Doctor’s prefer Napa side by side others product of parecetamol groups because doctors feel reliable on it and they are satisfied & most importantly they like to give Napa to its patients.

NAPA product quality is very satisfied majority said that but others has different views. On the other hand the comment on ACE product is average. So overall it can be said that ACE is the leader of parecetamol groups.

That it’s Brand reminder by Medical Representative is very frequently of ACE & NAPA product majority observe that but in the case is others products brand reminder is high because of promotional program. So according to our survey & this figure we can say that Brand reminder by Medical Representative of Napa is very rarely then ace & other. So it has a problem in promotional sight.

Price of Napa is reasonable then ace & other brands and it meets the customer satisfaction easily.

The maximum number of responders thinks that it gives new information on brand better than Ace & other and it is important to learn the customer about their product.

Majority respondent said that this product has no complaint from the beginning to present time but complain found others brand product those who has no brand value. So people believe less then others popular brand.

The availability of drug is very satisfied because their distribution channel are very effective and they provide their product right time in right time through representative, agent, dealers.

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(Chemist’s perspective)

Ace is more relative preference of brands among patients then NAPA and others. ACE is more relative preference of brands among patients. So maximum number of respondent thinks that ACE id better then NAPA & others brands. Because its sells is higher then NAPA and people believe more then that also work better or fell having more then that.

It can be said that NAPA is reasonable products that why customer prefers willingly. Sometimes people take it as a alternative of others. It is good thing for NAPA because people choose and bye this various different reasons.

Majority of Chemist choose ACE brand for their customer. They the 2nd choice is NAPA and it are clear that ACE create a good position in the customer mind also chemist.

Maximum chemist makes good profit bye selling ACE peracitamol Drug. Because customer prefers that easily & willingly as a result its selling is raising then others brand, most importantly people believe it blindly.

Availability of all drugs is quite satisfactorily in the market place. People have not faced any shortage in the case of peracitamol drug.

Majority of respondent found that complain comes from others brand whereas NAPA & ACE are not any complain by patients. Because NAPA dose not create any side effect of body so it is a good sign for NAPA.

Chemist are motivated to sell more if they get bonus majority said that because its act like a promotional activity & and create good impression in the chemist mind.

Recommendation

Beximco pharma LTD is a well- established & NAPA is a leading product of all Pharmaceuticals firm products of the country. The 5 years financial data show a growing trend of the company. As the inventors expectation is to earn more money over their investment , Beximco Pharmaceuticals Ltd is plying an important role to set the investors on it. Although we recommend some issues those should help & create benefit for their current NAPA market & it will enable them to achieve a sustainable distinct competitive advantage & to run smoothly with loyal users & market leadership. These are given bellow:-

They should apply some promotional activity to raise the NAPA sell. Representative must build their skills to understand the chemist and have the ability to

influence chemist mind. They Should arrange some brand awareness program it can help to chose the brand Beximco must ensure the quality that can differentiate it to its competitors Must be introduce aggressive strategy to get the market share Focus on niche marketing to get the less value brands market share They must try to buy the channel dealer of area and others bands dealers. Adaptation of more advance technology in their production process. Apply counter attack of ACE market to make the position of 1st choice in chemist

mind

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Beximco should emphasize more to increase NAPA market growth rate & market share.

Beximco should more emphasis to motivate chemist for increase sell of NAPA Evaluation for the good performance of the employees by introducing award and

incentives. Train up the representative more with sufficient information about the products and

reward them according to their performances in the field. The organization should increase their promotional activities to aware the existence of

their product in the market. Identify the area which are less profitable & find out the solution More emphasis on market research, identify the problem of sales, perception of

customer mind & take appropriate strategy to increase sales & make profit. Encourage sale force to increase sales and provide share on the company From the analysis with the organization structure we have seen that its span of super

vision is too large. A number of departments report directly to the general manager. If the number were less the efficiency & productivity of the organization might be increased.

Quality control department should remain prompt always. So that it can maintain a certain level of standard as per the market demand to capture the foreign market share it should strive more.

A regular contact with, customer should be maintained in person. The target market should be expanded to cater the lower middle class also. A proper marketing department should be established in order to attract more

customers by making appropriate strategies. Due importance should be given to all the employees to encourage them. New product should be added to the existing products portfolio during the year under

revenue. Beximco pharmaceutical Ltd participating in various social awareness building

programs in 2009. Company also should sponsor supplements in the national details on health care awareness & development issue.

Company should invest more in R&D sector. They should maximize export earning with minimum imported inputs . To strive hard to optimized profit through conduction of transparent business

operations within the legal & social framework with malice to none & justice for all. The company must be produce such society friendly goods & services that go to

satisfy the wants of all the relevant party disturbing or damaging the socio-economic & ecological , balance of the mother earth & the process of human civilization leading to peaceful co-existence of all the leaving beings.

The company should be strives for top quality products at the least cost reaching the lowest rungs of the economic class of people in the country.

There are bright opportunities for the company in the overseas market. If is can communicate well & capture a significant market portion in the Europe & USA market, it can get scale of economic.

Company should get the opportunity to backward & forward integration.

Conclusion

The hypothesis was, “Although “Napa” the product of Beximco is leading the market of Paracetamol group with a sharp distance from their competitor, but their customers are not well satisfied with their services. If Beximco pharma does not take care of these

38

dissatisfactions and other companies enter the market with similar facilities, it would be difficult for Beximco pharma to maintain the current market share intact.” From the analysis of the survey & marketing mix analysis , it is clear that Ace is become popular with different mode offered by the company. Moreover, the analysis indicated that the users of Napa are not hundred percent loyal towards it. They clearly pointed that if Ace or other companies paracetamol are good for patients with better offer, they will not hesitate to use those. So, my hypothesis is proved to be a reasonable and valid one. But there was a condition in my hypothesis: ‘If Beximco pharma does not take care of dissatisfactions of Napa.’

8.0. Bibliography

Books: -Kotler, Philip

Web site:-google search (2009). ---http www.beximcopharma.comhttp www.bexicorp.com

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