A

PROJECT REPORT

ON“MANUFACTURING STRATEGIES FOR

COMPETITIVE ADVANTAGE OF

WINGS BIOTECH PVT. LTD.”WINGS BIOTECH PVT. LTD.”

Submitted in partial fulfillment of the requirement for the award of

Bachelors of Business Administration (BBA)

SUBMITTED BY: SUBMITTED TO:

ADITYA ARORA (BBA 5-A) MS. SUPREET WAHEE

BHARATI VIDYAPEETH DEEMED UNIVERSITY

INSTITUTE OF MANAGEMENT & RESEARCH, NEW DELHI

An ISO 9001:2008 Certified Institute

NAAC Accredited Grade “A” University

CRISIL Grading – MBA Programmer

A* - National Level

A**- State Level

PREFACE

Manufacturing is considered to be the base of every company which deals in

production of goods. It is an essence taking a view of the whole business organization

and its ultimate objective concern for Manufacturing must penetrate all areas of the

enterprise.

The aim of this project is to study the company Wings Biotech’s manufacturing

processes and try to reveal future prospects of the company.

To carry out this research a sample study was pursued where the target audience a

region. Statistical and analytical tools ad techniques are applied to ascertain and

depict the present scenario.

Conclusion and there by recommendations has been arrive at by proper and justified

interpretation of the result derived from the above said analytical tools and

techniques.

ADITYA ARORA

BBA 5-A

ACKNOWLEDGEMENT

It is well-established fact that behind every achievement lies an unfathomable sea of

gratitude to those who have extended their support and without whom the project

would never have come into existence.

I express my gratitude to BVIMR for providing me an opportunity to work on this

thesis as a part of the curriculum.

Also, I express my gratitude to Prof. SUPREET WAHEE for her kind cooperation.

ADITYA ARORA

BBA 5-A

TABLE OF CONTENTS

Particular Page No.

Acknowledgement

Preface

INTRODUCTION

RESEARCH METHODOLOGY

CONCEPTUAL DISCUSSION

DATA ANALYSIS

Findings & Recommendations

Conclusion

Bibliography

Questionnaire

CHAPTER-1

INTRODUCTION

ABOUT US

Wings came into existence as a start-up with seven successful products in 1989. Since then

we have crossed several milestones to emerge as an important pharmaceutical company in

India.

Wings has become an important player in therapeutics especially pain killers. We are rated as

a valued company by our customers namely Chemists, Stockists, Distributors and CFAs.

Keeping a focus on customers remains a high priority area for us.

With an impeccable track record of growth and profitability spanning two decades, Wings is

aggressively pursuing growth through market penetration. The company’s objective is to

become a dominant player in the Indian pharmaceuticals sector and to enter the consumer

products area.

Wings’ business philosophy is based on delivering value to its employees and partners. We

constantly aspire to achieve excellence and set newer benchmarks. We are driven by the

passion of our more than 300-strong multicultural and multitalented workforce. The Group

continues to aggressively pursue its mission to become a reckonable force and attain

leadership in many more markets.

We started our journey two decades back and since then we have gone from strength to

strength, building a name in the heath care sector in India.

Take a look at how Wings has grown through these decades:

1989: Launch of Wings

1999: New state-of-the-art Ayurvedic plant started

2004: New manufacturing facility started at Delhi

2007: Massive manufacturing facility started in Baddi

2008: Wings Biotech incorporated

Wings began in 1989 with just seven products. Diclowin Plus was one of the first products

launched at that time and since then it has become one of our largest selling products. Our

sales were initially limited to just two states - Delhi and Haryana. We commenced our

national rollout in 1994 and have subsequently made progress in the Northern states, then to

Eastern and Southern India and finally to the Western states.

OUR PEOPLE

It is the people who make an organization - We at Wings Biotech Pvt. Ltd. believe

growth-directed change can be achieved through committed and competent people at

various levels. With this in mind, we have laid down our human resource policies to

keep our people on the path to continuous improvement.

Recruitment of competent and qualified personnel, with relevant

experience, at all levels.

Transparency and thoroughness in decision making for inspiring

mutual trust at all levels.

Continuously imparting training to employees at various levels.

Providing opportunity to all employees to show initiative and apply

their skills to undertake improvement .

Sponsoring employees with potential for managing key positions for

External Training Programs.

Encouraging and facilitating our employees to continuously acquire

new technical as well as behavioral skills.

Providing ample opportunities to the existing personnel for internal

growth.

Suggestion Schemes backed with monetary benefit to encourage

personnel to continuously think of improvement.

To provide a work environment that leads to self-motivation and

employee commitment.

Timely, correct and effective communication to foster a spirit of

openness.

INFRASTRUCTURE

Manufacturing

Wings Biotech has two Ultra Modern & state of the art manufacturing plants located at Baddi,

Himachal Pradesh. Both these Plants are well equipped with New Generation Technology

which ensures Products of World Class Quality.

These Plants have separate sections for Tablets , Capsules , Liquid Orals , External

Applications, Oral Dry Powder, Food Products (Honey & Vitalfit) , Homecare Products

(Glass, Toilet, Floor Cleaner etc.) , Cosmetic Products(Shampoo, Kajal, gel etc.) and

Ayurvedic Preparation (Candies). The manufacturing is done under the supervision of Highly

Qualified well Trained Professional Staff which ensures Product’s  Manufacturing in these

plant are as per International Quality.

We have highly sophisticated Quality Control Equipments like FTIR, HPLC,

Spectrophotometer etc.

 

Distribution Network

Wings Biotech has a very strong Distribution Network which is spread across the length &

breadth of the country & through this Wings Biotech products are available even in the

remote part of the country.

Wings Biotech has CSAs (Consignee Sales Agent) in every state which are located in the

State Capital or Commercial Capital of the States.

All the CSAs are limited to the Head Office (HQ) in Delhi through Online via ERP System.

 

Sales

Wings Biotech has a Highly Motivated Sales Force spread across all the state. Sales Force

comprises of  SRs, TSIs, ASMs, RSMs & NSM .Currently we have 155 Field Staff in all

India Sales Team

MarketingWings Biotech’s Marketing Team comprises of Highly Qualified dedicated & sincere staff

with strong professional background of B.Pharms, M. Pharms, MBAs along with we have

highly skilled Designers which help in designing designs for products.

 The Marketing Department also has well equipped workshop & Library, having all the latest 

Marketing & Designing Materials.

 The  Product Management Team of Marketing  imparts very effective training to newly

recruited field staff & also conducts refresher training program for existing staff . It imparts

both Class Room & Field Training to the candidate.

 

Manpower

Wings Biotech’s employees around 600 strong varied workforce ,which is spread from HQ, to

Plants, to Warehouse & in Field Staff.

 

Quality

Wings Biotech has well defined Quality Control & Quality Assurance Department managed

by Highly Specialized &  Qualified Technical Staff which ensures that all the products are

manufactured as per the International Quality and are released for sales into the market after

they passes all the stringent test as per Drugs & Cosmetic Act,1940.

 

Systems

Wings Biotech believe in paperless Office  ,for this we got the latest the most modern ERP

(Enterprise Resource Planning ) System .Through this System all the crucial aspects of

functioning of an organization like finance, accounting, distribution, inventory management,

sales, marketing, planning, manufacturing, project management, human resource and so forth

are accurately controlled & performed.

 In addition to ERP System ,Wings Biotech is also equipped with advanced VPN (Virtual

Private Network) Technology, which connects all the employees.  Through this technology all

the Plants are connected with each other & to Head Quarter & can be maintained very easily

& efficiently.

VISION & MISSION

Our Vision is

To provide affordable, high quality, Medicines and Healthcare for all.

Our Mission

To provide high quality, effective & result oriented Otc, Generic &

Consumercare Products

CUSTOMERS

The products are sold to customers in and around the country. Global standards in

quality and environment; constant innovation; and collaboration the efficient

workforce has given us the technology and expertise to access quality oriented

customers..

At present , the company is not exporting the products to other countries, but in few

months it is are willing to expand and export the products to the Asian market which

is supposed to have high demands due to lack of medical company in the countries

like- Bangladesh ,Bhutan, Sri Lanka,etc.

PRODUCTS

The company have 3 divisions

Over the counter (OTC)

Consumer care division(CCD)

Life care division (LCD)

OVER THE COUNTER (OTC)

DICLOWIN PLUS

India's No.1 Analgesic Tablet

CLEENHANDS

Instant hand sanitizer with moisturiser

DICLOWIN PLUS BALM

Powerful & fast headache relieving balm

HEELMATE

Scientific formula for hard & cracked heels

DICLOWIN PLUS GEL

Powerful & fast pain relieving gel

LIPROZ

Lip softener

MEDILICE

Effective & safe anti-lice formula

WINGS PASTEURISED

HONEY

1'st time in INDIA pasteurized honey

SELDRUFF

Anti dandruff specialist shampoo

KUFMA-EX

The triple action cough formula

ORA SORE GEL

Analgesic gel for mouth ulcers

KUFMA-DX

The triple action cough formula

VITAL FIT CAPSULES

For complete vitality & fitness of body

WINCEREX

Cough linctus

BOLDMAN RED WINCEDYL

Enhances the power of love Cough linctus

CONSUMER CARE DIVISION

LIFE CARE DIVISION

CHAPTER-2

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

1. Primary Sources:  

i. Group discussions and Brainstorming sessions

ii. Questionnaire

iii. Interaction with staff of WINGS BIOTECH

  2. Secondary Sources: 

i. Internet

Objectives of the study:

To get an empirical view of the Wings Biotech

To get an insight of the manufacturing techniques.

To study the various products offered.

To study the strategies that give Wings Biotech a competitive edge over other

competitors.

Managerial usefulness of study:

The study highlights the problems related to distribution of Wings Biotech also that

the company can improve the service rendered by them as a distributor. The study

gives information about prospective buyers both individual as well as institutional

clients. The study provides the complete information about all manufacturing

strategies of Wings Biotech. It provides the feedback from customers regarding their

problems and their perception about investing in Wings Biotech also that the company

can improve their services.

Helping the organization to understand the importance of business

Getting to know where the organization is lacking in customer satisfaction

Bringing the notice to the organization the untapped markets

Data Collection

This report is based on primary as well secondary data, however primary data

collection was given more importance since it is overhearing factor in attitude

studies. One of the most important users of research methodology is that it helps

in identifying the problem, collecting, analyzing the required information data

and providing an alternative solution to the problem .It also helps in collecting

the vital information that is required by the top management to assist them for

the better decision making both day to day decision and critical ones.

Research Methodology

Primary sources include

1. Working in the company for 2 months.

2. Interaction with the Managing Director, Mr. Rakesh Arora

3. Interaction with the new as well as existing clients

Data sources:

(A)Primary Data

Primary data are those, which were collected afresh & for the first time

and thus happen to be original in character. However, there are many methods

of collecting the primary data. All have not been used for the purpose of this

project. The ones that have been used are:

Face to face conversation

observation

(B) Secondary Data

When an investigator uses the data that has been already collected by others is

called secondary data. The secondary data could be collected from the journals,

reports and various publications. The advantage of the secondary data can be

economical, both in the terms of money and time spent. In this report secondary data

was collected through:

Company balance sheets

Company sales chart

Reports and records

Flow charts and tables

Primary data was collected through questionnaires

Sample size : 20

Sample area : Delhi

Sample method : Convenience sampling method

Duration of Study:

The study was carried out in the month of June 2013.

Sampling:

(A)Sampling procedure:

The sample was selected of them who are the customers/visitors of Adarsh

Exploration It was also collected through personal visits to persons, by formal and

informal talks and through filling up the questionnaire prepared. The data has been

analyzed by using mathematical/Statistical tool.

Secondary source of data

1. Reports from the clients

2. Old data of existing clients

(B) Sample design:

Data has been presented with the help of bar graph, pie charts, line graphs etc. The

following are the questionnaires that was been carried out at the time of survey. The

questionnaires also show the value of perception of customers towards Wings Biotech

in market

1 Uses of Wings Biotech

2 Satisfied customers of Wings Biotech

3 Perception about the brand name

4 Buying behavior of customer towards Wings Biotech

5 Preference of customers to Wings Biotech

6 Reasons to prefer Wings Biotech

7 Awareness about the brand name in the market

8 Manufacturing strategies of the company.

LIMITATIONS:

Suggestion is based on the given information.

Due to the large number of employee it was not possible to collect all the

information from each.

The time period is limited to know the entire process .We cannot draw

effective conclusion as it is continuous process.

The area of survey was limited to some particular areas.

SCOPE OF THE STUDY

Extensive survey on manufacturing strategies will provide lot of valuable information

about the products of the company and it will be easy to find out the likes and dislikes

about the product.

For company, it will provide through knowledge about the consumer preferences in

comparison with other market product and suggest valuable direction of the current

market trend.

It will include valuable suggestions for the company, how the company can

strengthen their own brand?

The study of manufacturing strategies will provide me lot of information on:

How manufacturing is done?

What makes the product of Wings Biotech different from that of others?

 

CHAPTER-3

CONCEPTUAL DISCUSSION

MANUFACTURING STRATEGY

Manufacturing is the production of goods for use or sale using labor and machines,

tools, chemical and biological processing, or formulation. The term may refer to a

range of human activity, from handicraft to high tech, but is most commonly applied

to industrial production, in which raw materials are transformed into finished goods

on a large scale. Such finished goods may be used for manufacturing other, more

complex products.

Manufacturing strategy can be defined as a set of coordinated objectives applied to

manufacturing functions and aimed at securing sustainable advantage over

competitors. Issues generally addressed include: Manufacturing capacity, production

facilities, technology advances, vertical integration, quality, production

planning/materials control, organization and personnel. Of course, the strategic

approach must be combined with a pragmatic approach to continuous improvement at

an operational level to ensure competitiveness in global markets.

A key part of a manufacturing strategy is the definition of whether products will

continue to be produced at the traditional manufacturing sites, or if the cost

advantages make it beneficial to set up manufacturing in geographic areas with a

lower cost base.

MANUFACTURING STRATEGY OPTED BY THE WINGS

BIOTECH:

Wings Biotech manufactures medicine using fully automated machines. This not only

helps in reducing the cost of the product but also gives the company a competitive

edge over its competitors in terms of quality and price.

The distinctive tools and techniques that are used for production are :

HUGE CAPACITY:

The plant has a huge capacity of production, it produces 30000 tablets of different

kind in a minute. This of this much more than other local competitors present in the

state. It enables the company to achieve economies of scale and thus reducing the per

unit cost of the product and maximum utilization of the available resources.

ELECTRICITY CONTROL PANEL:

A heavy duty electric control panel is installed in the company that ensures

proper supply of electricity without fluctuation to all the seven lines of

production. The digital screen displays all the essentials related to electricity in

the machines and the plant like voltage, speed, longitude etc.

CUSTOMER SATISFACTION AT WINGS BIOTECH

Customer satisfaction, a term frequently used in marketing, is a measure of how

products and services supplied by a company meet or surpass customer expectation.

Customer satisfaction is defined as "the number of customers, or percentage of total

customers, whose reported experience with a firm, its products, or its services

(ratings) exceeds specified satisfaction goals." In a survey of nearly 12 senior

marketing managers, 71 percent responded that they found a customer satisfaction

metric very useful in managing and monitoring their businesses.

It is seen as a key performance indicator within business and is often part of a

Balanced Scorecard. In a competitive marketplace where businesses compete for

customers, customer satisfaction is seen as a key differentiator and increasingly has

become a key element of business strategy.

Within organizations, customer satisfaction ratings can have powerful effects. They

focus employees on the importance of fulfilling customers’ expectations.

Furthermore, when these ratings dip, they warn of problems that can affect sales and

profitability. These metrics quantify an important dynamic. When a brand has loyal

customers, it gains positive word-of-mouth marketing, which is both free and highly

effective.

Therefore, it is essential for businesses to effectively manage customer satisfaction.

To be able do this, firms need reliable and representative measures of satisfaction.

In researching satisfaction, firms generally ask customers whether their product or

service has met or exceeded expectations. Thus, expectations are a key factor behind

satisfaction. When customers have high expectations and the reality falls short, they

will be disappointed and will likely rate their experience as less than satisfying. For

this reason, a luxury resort, for example, might receive a lower satisfaction rating than

a budget motel—even though its facilities and service would be deemed superior in

“absolute” terms.

The importance of customer satisfaction diminishes when a firm has increased

bargaining power. For example, cell phone plan providers, such as AT&T and

Verizon, participate in an industry that is an oligopoly, where only a few suppliers of

a certain product or service exist. As such, many cell phone plan contracts have a lot

of fine print with provisions that they would never get away if there were, say, a

hundred cell phone plan providers, because customer satisfaction would be way too

low, and customers would easily have the option of leaving for a better contract offer.

There is a substantial body of empirical literature that establishes the benefits of

customer satisfaction for firms.

Purpose

A business ideally is continually seeking feedback to improve customer satisfaction.

Customer satisfaction provides a leading indicator of consumer purchase intentions

and loyalty. Customer satisfaction data are among the most frequently collected

indicators of market perceptions. Their principal use is twofold.

1. Within organizations, the collection, analysis and dissemination of these data

send a message about the importance of tending to customers and ensuring

that they have a positive experience with the company’s goods and services

2. Although sales or market share can indicate how well a firm is performing

currently, satisfaction is an indicator of how likely it is that the firm’s

customers will make further purchases in the future. Much research has

focused on the relationship between customer satisfaction and retention.

Studies indicate that the ramifications of satisfaction are most strongly realized

at the extremes. On a five-point scale, individuals who rate their satisfaction

level as “5” are likely to become return customers and might even evangelize

for the firm. (A second important metric related to satisfaction is willingness

to recommend. This metric is defined as "The percentage of surveyed

customers who indicate that they would recommend a brand to friends." When

a customer is satisfied with a product, he or she might recommend it to

friends, relatives and colleagues. This can be a powerful marketing

advantage.) Individuals who rate their satisfaction level as “1,” by contrast, are

unlikely to return. Further, they can hurt the firm by making negative

comments about it to prospective customers. Willingness to recommend is a

key metric relating to customer satisfaction.

Construction (Measuring customer satisfaction)

Organizations need to retain existing customers while targeting non-customers.

Measuring customer satisfaction provides an indication of how successful the

organization is at providing products and/or services to the marketplace.

Customer satisfaction is measured at the individual level, but it is almost always

reported at an aggregate level. It can be, and often is, measured along various

dimensions. A hotel, for example, might ask customers to rate their experience with

its front desk and check-in service, with the room, with the amenities in the room,

with the restaurants, and so on. Additionally, in a holistic sense, the hotel might ask

about overall satisfaction “with your stay.”

As research on consumption experiences grows, evidence suggests that consumers

purchase goods and services for a combination of two types of benefits: hedonic and

utilitarian. Hedonic benefits are associated with the sensory and experiential attributes

of the product. Utilitarian benefits of a product are associated with the more

instrumental and functional attributes of the product (Batra and Athola 1990).

Customer satisfaction is an ambiguous and abstract concept and the actual

manifestation of the state of satisfaction will vary from person to person and

product/service to product/service. The state of satisfaction depends on a number of

both psychological and physical variables which correlate with satisfaction behaviors

such as return and recommend rate. The level of satisfaction can also vary depending

on other options the customer may have and other products against which the

customer can compare the organization's products.

Work done by Parasuraman, Zeithaml and Berry (Leonard L) between 1985 and 1988

provides the basis for the measurement of customer satisfaction with a service by

using the gap between the customer's expectation of performance and their perceived

experience of performance. This provides the measurer with a satisfaction "gap"

which is objective and quantitative in nature. Work done by Cronin and Taylor

propose the "confirmation/disconfirmation" theory of combining the "gap" described

by Parasuraman, Zeithaml and Berry as two different measures (perception and

expectation of performance) into a single measurement of performance according to

expectation.

The usual measures of customer satisfaction involve a survey with a set of statements

using a Likert Technique or scale. The customer is asked to evaluate each statement

and in term of their perception and expectation of performance of the organization

being measured. Their satisfaction is generally measured on a five-point scale.

Customer satisfaction data can also be collected on a 10-point scale.

Regardless of the scale used, the objective is to measure customers’ perceived

satisfaction with their experience of a firm’s offerings. It is essential for firms to

effectively manage customer satisfaction. To be able do this, we need accurate

measurement of satisfaction.

Good quality measures need to have high satisfaction loadings, good reliability, and

low error variances. In an empirical study comparing commonly used satisfaction

measures it was found that two multi-item semantic differential scales performed best

across both hedonic and utilitarian service consumption contexts. According to

studies by Wirtz & Lee (2003), they identified a six-item 7-point semantic differential

scale (e.g., Oliver and Swan 1983), which is a six-item 7-point bipolar scale, that

consistently performed best across both hedonic and utilitarian services. It loaded

most highly on satisfaction, had the highest item reliability, and had by far the lowest

error variance across both studies. In the study, the six items asked respondents’

evaluation of their most recent experience with ATM services and ice cream

restaurant, along seven points within these six items: “please me to displeased me”,

“contented with to disgusted with”, “very satisfied with to very dissatisfied with”,

“did a good job for me to did a poor job for me”, “wise choice to poor choice” and

“happy with to unhappy with”.

A semantic differential (4 items) scale (e.g., Eroglu and Machleit 1990), which is a

four-item 7-point bipolar scale, was the second best performing measure, which was

again consistent across both contexts. In the study, respondents were asked to evaluate

their experience with both products, along seven points within these four items:

“satisfied to dissatisfied”, “favorable to unfavorable”, “pleasant to unpleasant” and “I

like it very much to I didn’t like it at all”.

The third best scale was single-item percentage measure, a one-item 7-point bipolar

scale (e.g., Westbrook 1980). Again, the respondents were asked to evaluate their

experience on both ATM services and ice cream restaurants, along seven points

within “delighted to terrible”.

It seems that dependent on a trade-off between length of the questionnaire and quality

of satisfaction measure, these scales seem to be good options for measuring customer

satisfaction in academic and applied studies research alike. All other measures tested

consistently performed worse than the top three measures, and/or their performance

varied significantly across the two service contexts in their study. These results

suggest that more careful pretesting would be prudent should these measures be used.

Finally, all measures captured both affective and cognitive aspects of satisfaction,

independent of their scale anchors. Affective measures capture a consumer’s attitude

(liking/disliking) towards a product, which can result from any product information or

experience. On the other hand, cognitive element is defined as an appraisal or

conclusion on how the product’s performance compared against expectations (or

exceeded or fell short of expectations), was useful (or not useful), fit the situation (or

did not fit), exceeded the requirements of the situation (or did not exceed).

Methodologies

American Customer Satisfaction Index (ACSI) is a scientific standard of customer

satisfaction. Academic research has shown that the national ACSI score is a strong

predictor of Gross Domestic Product (GDP) growth, and an even stronger predictor of

Personal Consumption Expenditure (PCE) growth. On the microeconomic level,

academic studies have shown that ACSI data is related to a firm's financial

performance in terms of return on investment (ROI), sales, long-term firm value

(Tobin's q), cash flow, cash flow volatility, human capital performance, portfolio

returns, debt financing, risk, and consumer spending. Increasing ACSI scores has

been shown to predict loyalty, word-of-mouth recommendations, and purchase

behavior. The ACSI measures customer satisfaction annually for more than 200

companies in 43 industries and 10 economic sectors. In addition to quarterly reports,

the ACSI methodology can be applied to private sector companies and government

agencies in order to improve loyalty and purchase intent. Two companies have been

licensed to apply the methodology of the ACSI for both the private and public sector:

CFI Group, Inc. and Foresee Results apply the ACSI to websites and other online

initiatives. ASCI scores have also been calculated by independent researchers, for

example, for the mobile phones sector, higher education, and electronic mail.

The Kano model is a theory of product development and customer satisfaction

developed in the 1980s by Professor Noriaki Kano that classifies customer

preferences into five categories: Attractive, One-Dimensional, Must-Be, Indifferent,

Reverse. The Kano model offers some insight into the product attributes which are

perceived to be important to customers.

POSE Analysis offers an alternative to customer satisfaction. Instead of evaluating

satisfaction with a proposition, POSE Analysis determines both the positioning and

strength of a proposition. POSE Analysis thus offers a competitive perspective to

customer satisfaction.

SERVQUAL or RATER is a service-quality framework that has been incorporated

into customer-satisfaction surveys (e.g., the revised Norwegian Customer Satisfaction

Barometer[to indicate the gap between customer expectations and experience.

J.D. Power and Associates provides another measure of customer satisfaction, known

for its top-box approach and automotive industry rankings. J.D. Power and

Associates' marketing research consists primarily of consumer surveys and is publicly

known for the value of its product awards.

Other research and consulting firms have customer satisfaction solutions as well.

These include A.T. Kearney's Customer Satisfaction Audit process, which

incorporates the Stages of Excellence framework and which helps define a company’s

status against eight critically identified dimensions.

For Business to Business (B2B) surveys there is the InfoQuest box. This has been

used internationally since 1989 on more than 110,000 surveys (Nov '09) with an

average response rate of 72.74%. The box is targeted at "the most important"

customers and avoids the need for a blanket survey.

In the European Union member states, many methods for measuring impact and

satisfaction of e-government services are in use, which the eGovMoNet project sought

to compare and harmonize.

These customer satisfaction methodologies have not been independently audited by

the Marketing Accountability Standards Board (MASB) according to MMAP

(Marketing Metric Audit Protocol).

CHAPTER-4

DATA ANALYSIS

DATA ANALYSIS

1. Does Wings Biotech has enough resources to manufacture their products?

(a) Strongly Agree (c) Disagree

(b) Agree (d) Strongly Disagree

The survey showed that 54% of the people who were surveyed strongly agree to the

option that Wings Biotech possess relevant resources to manufacture out their

products that is medicines to the relevant customers, these were mainly the regular

customers of the company who frequently deal with the company, where as 37% and

just 7% respectively came to a conclusion of agreeing and disagreeing the fact and

fixtures. Whereas 2% strongly disagreed with the point and thought that the company

has to improvise in the certain areas so that the manufacturing of the product may

increase as per the yearly targets.

2. What according to you is the product’s best selling point?

(a) Cheap (c) Easy availability

(b) Quality (d) Others

Wings Biotech being an old and established company in the market which has high

competition, the respondents agreed to a certain level that the easy availability and

quality of the products is the main and leading best selling point. A cumulative of

62% (30% and 32%) respectively agreed to the same, where as a healthy percentage

of 38% came to the decision that the price and various other factors were the main

selling point of the product.

3. What is the target audience for Wings Biotech?

(a) High income group (c) lower Income Group

(b) Middle Income Group (d) All

In the questionnaire the main question was the target audience of Wings Biotech

Being an established firm it is very important for the company to set their preferences

in regard to target audience. The respondents agreed to the point that the company

should focus more on the Middle income group people because they are the ones

which are developing and whose consumption is increasing on a daily basis. Nearly

8% of the respondents agreed to that point. 19% respondents also agreed to the fact

that lower income group can also be targeted as know they have the support from the

government. 49% favored the high income group people to be the target audience

keeping in mind the business of the company of building complexes.

4. Where does Wings Biotech sell their products?

(a) In a business premise (c) Through chemist

(b) Through Agents (d) through business sources

According to the respondents the main place of selling for Wings Biotech is within

their business premises. 10% agreed to the point that the main business is generated

within the premises this is because the company is located in a market where there are

many competitors producing the same product, so the customers also check the price

and quality factor before buying and thus are convinced because Wings Biotech

provide best quality products at cheapest prices in the market. The company also sells

the products through the agents on the commission basis. This helps them to obtain

good volume of sales because more often the customers goes to agents ,which in turn

have link with the company, 52% selling is done through these dealers. With the

growing use of internet for various purchases the company had also started online

procedures for sales through internet, this includes links on websites like

indiamart.com, alibaba.com and few others.

5. What Does the Manufacturing strategy of Wings Biotech cover?

(a) Automation (c) high tech machines

(b) in house laboratory (d) quality tests

(e) all of the above

Most of the customers (29%) agreed that Wings Biotech has all of the facilities such

as quality tests, high tech machinery, automated procedures and in house lab that

gives it a competitive edge over other companies in the market, while another major

fraction (28%) agreed that this is because of the high tech producing machines. Others

believed that the company is excelling in the production because of the quality test

policy, automated procedures and the in house laboratory that it has which checks the

chemical composition of all the batches.

6. How can manufacturing help increase in sale for Wings Biotech?

(a) Increase in profit (c) Building a brand name

(b) Increasing customer knowledge (d) no use

Manufacturing has a core aim of increasing the sale of the company. According to a

large number of respondents (38%) manufacturing will help the company to increase

sale which will result in increasing the profit of the company which can be further

used for expansion of the business. More over Wings Biotech being an existing brand

in the market has to also understand the importance of building a potential and

sustainable brand name in the market, this could be done through marketing the

products aggressively and expanding the customer base.

It was very shocking to see that 8% of customers said that manufacturing is of no use,

maybe they may not have understood the question properly.

7. Do you think that Wings Biotech manufactures quality products?

(a) strongly agree (c) strongly disagree

(b) agree (d) disagree

(e) neutral

Wings Biotech according to the respondents manufactures best quality products in the

entire market (34%) plus the ones who agree (18%) that tends to be 52% of the total

people surveyed.

some of them believed that the company needs to improve on the quality of the

products and the similar fraction was of those who were neutral on this question .

8. What according to you can be other scope of improvement that can be

used by Wings Biotech?

(a) quality (c) Marketing

(b) price reduction (d) other

Customers belived that the company should focus on marketing for its growth , these

marketing methods could be through internet, mails, advertisements and other

sources. this was a major fraction i.e. 39%. While others think that the company

should reduce its price of the products which might lead to increase in sales volume

and resulting in higher profits.

Some thought that the quality needs to be improved. and other 12 % believed that

there were some other factors like changing the organizational structure, changing the

manufacturing process etc. would yield to better profits.

9. How much according to you Wings Biotech is willing and realistically able

to spend on eco friendliness?

(a) 0 to 10% of Revenue (c) 20% to 30% of Revenue

(b) 10% to 20% of Revenue (d) 30% to 40% of Revenue

Every company needs to improve on the eco friendliness of the product, this is a way

of societal marketing also called green marketing. A proper budget helps in

effectiveness of the marketing schedule. 48% of the respondents agreed to the point

that Wings Biotech should invest about 20% to 30% of their revenue in eco

friendliness because they need to build a brand name and to do that it takes a lot of

funds and resources. While 25% people have a view that a little less amount can also

do the needful.

10. What according to you is the impression of the packaging by Wings

Biotech?

(a) Funny (c) Informative

(b) Interesting (d) Boring

When the respondents were questioned regarding the effectiveness of the current

packaging, 42% of them said that the packaging is informative and provides

knowledge about the product. 33% agreed that the packaging was interesting enough

and would attract customer's attention towards the product. On the other hand 18%

and 7% respondents respectively replied that packaging was funny and boring and

needed changes.

FINDINGS

FINDINGS

Company should give more importance in Brand Building.

o Brand equity and Brand awareness should be created.

o Prices should go with the volume and according to the competitors.

Dealer oriented schemes giving moral boost should be encouraged on par with

other companies.

100 % Transparency and accuracy in transactions to dealers should be made

available from time to time.

o Logistic arrangements should be assured to dealers/ consumers for

intercity movements.

o Confidence building measures should be periodically under taken.

The survey showed that 30% of the people who were surveyed strongly agree

to the option that Wings Biotech possess relevant resources to sell out their

product that is Allopathic medicines.

Existing company in the market and having high competition, the respondents

agreed to a certain level that the easy availability and quality of the products is

the main and leading beat selling point.

Being a manufacturing firm it is very important for the company to set their

preferences in regard to target audience.

Then main focus is on sales promotion of the products, later comes the use of

internet to advertise and market the product so as to grow public relations with

more and more customers which in turn will be a great help increasing the

turnover of the company.

Marketing and proper advertisement will also make the customers aware of

the products and will provide them with the knowledge.

Packaging of the product is informative but needs to be improved by the

company as few people think that its funny and boring.

RECOMMENDATIONS

RECOMMENDATIONS

Wings Biotech is in highly competitive market and therefore has to necessarily

preparing the entire costing with an intention to provide the best goodwill.

I have seen the attitude and style of the working of this company’s people is

very good and target oriented. They are full of zeal to work for the

organization which is a good sign for the development of the company.

Even in this recession period when most of the companies are struggling to

survive this company is one of those strong companies which is not only

stable but making huge profits.

Company should aggressively involve itself in marketing of the products

which would help in increasing the sales.

CONCLUSION

CONCLUSION

Overall the company seems to have better manufacturing facilities, and many high

tech machines that enable the products to be produced at lower cost and better quality.

But because of the high competition in the market, the company needs to improve on

several aspects such as availability of the product.

The company only caters a huge market in ruler and urban part of India and is going

to start exporting in few Asian countries.

The company is having government tested and certified products, also has certificate

from the WHO that shows our product is tested on the bases of WHO standards.

ANNEXURE

QUESTIONNAIRE

1. Do Wings Biotech has enough resources to sell their products?

(a) Strongly Agree (c) Disagree

(b) Agree (d) Strongly Disagree

2. What according to you is the product’s best selling point?

(b) Cheap (c) Easy availability

(b) Quality (d) Others

3. What is the target audience for Wings Biotech?

(c) High income group (c) Lower Income Group

(d) Middle Income Group (d) All

4. Where does Wings Biotech sells their products?

(a) In a business premise (c) Through Chemist

(b) Through Agents (d) Through business sources

5. What Does the Manufacturing strategy of Wings Biotech?

(a) Automation (c) High tech machines

(b) In house laboratory (d) Quality tests

(e) All of the above

6. How can manufacturing help increase in sale for Wings Biotech?

(a) Increase in profit (c) Building a brand name

(b) Increasing customer knowledge (d) No use

7. Do you think that Wings Biotech manufactures quality products?

(a) Strongly agree (c) Strongly disagree

(b) Agree (d) Disagree

(e) Neutral

8. What according to you can be other scope of improvement that can be used by

Wings Biotech?

(a) Quality (c) Marketing

(b) Price reduction (d) Other

9. How much according to you Wings Biotech is willing and realistically able to

spend on eco friendliness?

(a) 0 to 10% of Revenue (c) 20% to 30% of Revenue

(b) 10% to 20% of Revenue (d) 30% to 40% of Revenue

10. What according to you is the impression of the packaging by Wings Biotech?

(a) Funny (c) Informative

(b) Interesting (d) Boring

BIBLIOGRAPHY

BIBLIOGRAPHY

WEBSITES

www.google.co.in

www.wingsbiotech.com

www.wikipedia.com

http://www.wingsbiotech.com/division/otc

http://www.wingsbiotech.com/division/consumer_care

http://www.wingsbiotech.com/division/lifecare

NEWSPAPER & MAGAZINES

India today

Times of India

Hindustan Times

Business Today