A

Report Submitted to

SVKMs

Narsee Monjee Institute of Management Studies (NMIMS) Mumbai

As a part of Management Internship Program (MIP) for

M.Pharm (Pharmaceutics) +MBA (Pharm tech-Healthcare management) BySameer BhideUnder the guidance of

Mr. Ashutosh Ojha

SVKMs NMIMSShobhaben Pratapbhai PatelSchool of Pharmacy & Technology Management, Vile Parle (W), Mumbai-400056SPP SPTM , SVKMs NMIMS, Mumbai 1

A report on

Territory sales and marketing management of Gastron Products (Gastroenterology) division at Alembic PharmaceuticalsSubmitted By: SAMEER V. BHIDEin partial fulfilment of the requirement

Of 3 years Integrated M.Pharm (Pharmaceutical Analysis) +MBA (Pharm

Tech-Healthcare Management)

SVKMS NMIMS

SPP School of Pharmacy & Technology Management

Industry mentor: Supervisor:Mr. Mayank Gupta Mr. Ashutosh Ojha Area Business Manager Assistant Professor Gastron Division, Delhi SPP SPTM NMIMS,

Alembic Pharmaceuticals Ltd.SPP SPTM , SVKMs NMIMS, Mumbai 2

ABSTRACTThe Indian pharma industry is on a good growth path and is likely to be in the top

10 global markets in value term by 2020, according to the PwC report titled India Pharma Inc: Gearing up for the next level of growth. With new competitors invading the market with innovative molecules and technologies it becomes extremely necessary for the existing companies to pull the trigger with aggressive marketing plans and selling strategies. Sales process of the pharma brands completely depends upon medical representatives who represents the brands in front of medical practitioner and plays important role because they promote the brand and provides doctors information and convince to prescribe.

This project completely help to understand the entire working of the sales force that helps bridge the gap between that of the marketing department (PMT Team) and the customers. The project deals with the learning, findings and challenges faced while carrying out the field work. Effective communication skills, situational detailing, complete knowledge of the product basket, RCPA (Retailer chemist prescription audit), information about competitors products and prices, relationship building, time management, planning were some of the vital strategies which were implemented to make products stand out in the over competitive market.

This project also involves conducting camps in which we direct endorse our brands to doctors and generate prescriptions and ultimately sales. This whole project gives idea about ground level reality as well as on what aspects marketing team should be work to position our brand in the minds of customer. This also gives insights of Indian pharma

industry at field force level.SPP SPTM , SVKMs NMIMS, Mumbai 3

INTRODUCTIONThe Indian pharmaceuticals market is third largest in terms of volume and thirteen largest in terms of value, as per a pharmaceuticals sector analysis. The market is dominated majorly by branded generics which constitute nearly 70 to 80 per cent of the market. Alembic Pharma is the 20th largest company in the country and reverts back a turnover of more than 1000 crores as per latest IPM report.

In pharma to achieve sales we need to treat our Customer as king and in our case Medical practitioner is ultimate customer. To provide information regarding our products sales force plays crucial role. Medical sales representatives are a key link between medical and pharmaceutical companies and healthcare professionals.

Pharmaceutical sales representatives promote sales through one-on-one and group presentations with prospective clients, during which the pharm rep communicates current information about treatment programs, explains the characteristics and clinical studies associated with the given products, provides product samples, and takes orders. They may make presentations and organise group events for healthcare professionals, as well as working with contacts on a one-to-one basis. They sell their company's products, which include medicines, prescription drugs and medical equipment, to a variety of customers including GPs and hospital doctors, pharmacists and nurses. They work strategically to increase the awareness and use of their company's pharmaceutical and medical products.

The major objective of the project is to understand the entire working of the sales force that helps bridge the gap between that of the marketing department to that of the customers.

This project was completely focused on, to know the basic function of sales activity and its flow process, understanding supply chain of the company, identify the potential doctors in North Delhi region. This project includes visiting doctors maximum time, pre call planning, conducting retail chemist prescription audit (RCPA), conducting camps according to products need which gives advantage to endorse products, after call chemist analysis, meeting stockist and understand different activities conducted by pharmacompanies in the market.SPP SPTM , SVKMs NMIMS, Mumbai 4

COMPANY PROFILEAlembic Pharmaceuticals Limited, established in 1907, is a leading pharmaceutical company in India. The Company is vertically integrated with the ability to develop, manufacture and market pharmaceutical products, pharmaceutical substances and Intermediates. Alembic is the market leader in the Macrolides segment of anti-infective drugs in India.

Alembic's manufacturing facilities are located in Vadodara (Gujarat) and Baddi

(Himachal Pradesh). The plant at Vadodara has the largest fermentation capacity in India.

Alembics therapeutic coverage in the domestic market is dominated by the anti- infectives segment. Prior to the acquisition of Dabur Pharmas non-oncology business (chronic portfolio) in 2007-08, the company only had a marginal presence in the lifestyle- related segments such as gastro-intestinal, cardiovascular (CVS) and antdiabetes. Since then, the company has managed to establish a reasonable presence in these chronic segments but its portfolio still remains highly concentrated in the anti-infectives segment (~44% of domestic sales in 2009-10).

MissionTo provide access to the best healthcare products at affordable prices to everyone, present anywhere in the world.

VisionTo become a knowledge-driven global pharmaceutical company with the highest level of operational excellence in all spheres.

Alembic mainly function in various divisions and these divisions specialised in different category of therapeutic area. Those divisions are as following:

1. Pharma

2. Mega care

3. Maxis

4. Alcare5. IntensaSPP SPTM , SVKMs NMIMS, Mumbai 5

6. Osteofit

7. Eyecare

8. Zenovi

9. Summit

10. Specia

11. Enteron

12. Veterinary

13. Corazon

14. Respiratory

15. Elena16. Gastron

17. Quron

18. Megaclav

The major turnover comes from the divisions comprising of Macrolides that has always been Alembics golden hen. The divisions handling the Macrolides are Pharma division with Roxid, Megacare division with Azithral and Maxis division with Althrocin. The Speciality divisions include Gastron, Ostofit and Eyecare. Zenovi is concerned with gynaec products, Summit division with Cardiac and Diabetic products, Specia with Cardiac and Diabetic products, and Enteron with Gastro products.

PRODUCT BASKET:1) FREEGO FREEGO 90gms/180gms

A combination of lactitol monohydrate and isapghol husk an osmo bulk laxative.

The combination forms a homogenous solution in water not forming lumps and making it easy for the patients to swallow. Competitors:

Looz solution, lactifiber SPP SPTM , SVKMs NMIMS, Mumbai 6

2) RAFLE GROUP Rafle is a gut specific antibiotic of Rifaximin Rafle 200: This strength is used in infectious diarrhea in IBS D patientsRafle 400: This strength is used to reduce SIBO (small intestinal bacterial overgrowth) in IBS D patients.

Rafle 550: This high strength of rifaximin is used in treating hepatic encephalopathy. Reducing frequent hospitalization of patients with hepatic encephalopathy.

Competitors: Rifagut3) URDIOGEM Urdiogem 150/300mg A formulation of Ursodeoxycholic acid for treating Viral hepatitis, Jaundice NAFLD (non alcoholic fatty liver disease) ALD(alcoholic liver disease)& Cholestatic liver

Competitors:

Ursochol4) ACTIGUT

Actigut is a preprobiotic combination of

Lactobacillus acidophillius

Lactobacillus rhamnosus

Bifidobactrium bifidum

Bifidobacterium longum

Sacchomyces boulardii

Streptococcus thermophillus & Fructooligosaccharide to enhance the growth of probiotics the formulation

Actigut reduces the growth of ppms (probable pathogenic microorganisms) and reduces pain and bloating in IBS patients.

5) PANPLUS GROUP Panplus L Panplus D40 Panplus 40/20A Pantoprazole combination with levosulphiride/Domperidone

PROJECT WORKThe project is mainly based on managing marketing and sales activities of Gastron divisions

products which are dealing with Gastroenterology category. It was carried out in North DelhiDelhi.

The project objective includes:

1. To search the potential doctors (Gastroenterologist and general practitioner) in the

North Delhi region and make list of the same.

2.To meet all doctors more than twice in a month and provide product information as well as conduct different marketing activities.

3. To achieve maximum sales from area and to achieve given targets.

4. To conduct retail chemist prescription audit (RCPA) and sales check (stockist)

every fortnightly and sales closing at month end to check primary sale of the month.

5.To analyse data which will be received from chemist and plan next visits to the doctor.

6.To conduct IBS camp for the product and generate direct sales for the company also put LAMA boards at clinics.

7.To observe behaviour of doctors and classify them in the different categorises on the basis of their practice.

Scope of the project:A list of 120 doctors was given. The prescribers were supposed to be reminded constantly and non - prescribers were to be converted. This would help increase in the sales and achieving companys sales target. The territory given was Pitampura, Rohini, Shalimarbagh, Kamalanagar, Civil Lines, Ashok Vihar area. (Delhi)

The methodology adopted to carry out the project work:

The project started with searching doctors in the North Delhi region who are prescribers as well as non-prescribers of our products.

The list of doctors was prepared and approval was taken from Area Business

Manager for the same.

Gastron division have 3 groups prominently (Freego Group, Rafle group and

Urdiogem group).

Before visiting doctor a Chemist audit is conducted and then depending upon the chemist feedback communication context is decided.

In the visit provide doctor with clinical data, product description and product information and try to convert doctor for our products.

As a part of marketing activity IBS camps are conducted where our products has been endorsed to the doctor and patients gets samples.

Along with the camps some activities promotional activities were carried:

o Conferences

o CME-Continuous medical education

o Small gift cards and samples RCPA plays important role in sales to understand doctors prescription pattern and competitors market position in the market. Hence to get the information from

RCPA following format has been used by the company:Sr.no.Name ofthe chemistAvailableproductValue ofproductPOBvalueMarket feedback

Table No. 1 RCPA format On basis of current market sales we met stockist for closing of sales at every end of the month and took order to increase the secondary sales of the company.

CompanyC gentkististent Companys supply chain format has been identified and Alembic follows simple supply chain format. After ordering the product retailers receives products within a day and we can say that company has efficient supply chain.

This project work has been conducted till now and this work helped to a lot to understand how actually sales force and sales in the pharma plays crucial role.

Problems encountered during project:Many problems were faced during the initial period of field work. Some of the issues which came during the training were:-

Vacant territory-last 2 months

Non availability of products at chemists

Poor sales

Differentiating-Different type of doctors(Activity based and Face value doctors)

Locating Doctors

As dealing with gastroenterology division so many doctors are not available due to emergency cases and delivery timings.

Non supportive doctors for non - cost effective product and convincing them was a task.

Stubborn doctors who refuse to prescribe because of prior commitments or other reasons.

Card System for Doctor visit and also weird timing for acceptance of card (7:30 to

8 oclock in the morning and doctor visit time is 1:30 to 2 oclock in afternoon)

Once a month doctor visit system for few potential doctors.

Difficulty in tracking the prescriptions at hospitals and doctors potential towards our brands (eg. Max Hospital)

Some of these issues were tried to be resolved by discussing with Area Business manager.

References:1. Companys website- www.alembic.com2. Stockiest data that will help to analyze performance.

3. Previous RCPA reports will help to identify the flow of doctors

prescriptions and potential of the area/ doctors.

SPP SPTM , SVKMs NMIMS, Mumbai 11

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