Live ProjectMarketing Domain

Presented by-Mohak KohliNeer LambaNehul PatidarRaghav GuptaRishabh ChowShaurya ChowdharySidhant ThaparVansh Sharma

Live ProjectObjective of Project

Ramesh wants to develop a new marketing software (order booking software) for pharmaceutical companies. However, Ramesh lacks the marketing intelligence. We were required to conduct a survey from pharmaceutical retailers and distributors to identify their pain areas and address many such questions.

Questions for Retailers Questions for Distributors

What is current order system being followed? (weekly or daily)

What is current order system being followed?

What software is being used? What software is being used?

Who are major suppliers? What is the current sales team size?

How is the supply delivered? What are the major pain areas?

What are the major pain areas?

• We proceeded the project by splitting into groups of two and visiting over 100 pharmaceutical retailers to conduct our research.

• We had a personal contact with the retailers and were able to identify their pain areas and procedure they follow for billing and placing orders. Further we contacted the distributors to conduct our research on them.

• We further analyzed and organized the data we collected.

Live ProjectProcedure

We asked retailers questions based on the followingtopics:

• Current order System (weekly, daily or as per need)

• Software

• How supply is delivered?

• What are the major pain areas

Live ProjectRetailers

• This aspect of the survey revealed how much difference location of a pharmacy makes, Because pharmaceutical shops near hospitals require regular replenishment of inventory. On the contrary, residential pharmacies order either weekly or as per their needs.

• Pharmacies located in local markets are also required to place orders with suppliers on a daily basis

Live ProjectWhat we found – Order System

Daily

Weekly

As per need

0 20 40 60 80 100 120

Frequency of order pacement

Source: Based on Market study

• As per our survey we found out that a majority of retailers use Easysol and Medwing

• Manual billing is still at all time high as many retailers feel that manual billing is easier and it is mostly used by pharmacies with less traffic.

• Pharmacies with heavy traffic mostly use some or the other software to make transactions quicker

• Whereas some are completely comfortable with manual billing even with heavy traffic

Live ProjectWhat we found – Software

Source: Based on Market study

EASYSOL

25%

Logic 3%

Manually 33%

Marg2%

Medwing22%

Own 9%

TP pospro3% VIN

4%

Software Used

• The use of software for placing orders is not being used as much it would be expected to, retailers feel that a phone call is more personal and puts more pressure on the supplier to deliver on time.

• If more retailers become aware about the pros of ordering online using software, then it can be a great opportunity for a company to capitalize on it

Live ProjectWhat we found – Order placement method

Source: Based on Market study

Phone Software Software & Phone0

102030405060708090

100

Order placement method

• Logistics mostly involve two wheelers since it doesn’t involve any bulky items and because suppliers are mostly located close to the retailers

• Bigger vehicles are used to deliver more bulky items (special chairs, canes, etc)

Live ProjectWhat we found – Logistics

Source: Based on Market study

Two Wheeler Car Car/Bike0

10

20

30

40

50

60

70

80

90

100

Logistics

• Retailers mostly face the problem of inventory management, which is an opportunity because a software which keeps track of all the inventory can solve this problem of many retailers

• Another issue that retailers face are caused by the suppliers, whether it is their sluggish attitude or problems in delivering, retailers have to pay for it and they cannot do anything about it. Suppliers take much advantage of this.

Live ProjectWhat we found – Pain areas

4%

16%

14%

66%

Pain areas

Delivery issuesInventory ManagementIssues with supplierNone

Source: Based on Market study

• What is really shocking is that most retailers claim not to have any pain areas when confronted to them about their suppliers, but there was a reason for this. Suppliers provide quick services and delivery on time with no faults to outlets which have heavy traffic.

• We did visit a very populated market so we did notice this pattern. Suppliers are much more negligent towards other pharmacies, causing them to develop such pain areas

Live ProjectWhat we found – Pain areas

Source: Based on Market study

Live ProjectSuppliers

We asked Suppliers questions based on the followingtopics:

• Current order System

• Software

• Sales Team

• What are the major pain areas

• Suppliers are known to regularly send their sales boys to the retail outlets to keep a check on their inventory and provide them stock when they are in need without even being contacted beforehand, this ensures efficiency.

• Suppliers have now started using software more than ever and also the use of emails have become more common

• It seems like the phone method will stay evergreen.

Live ProjectSuppliers- Order system

Email13%

Salesper-son33%

Phone20%

Software33%

Order System (Suppliers)

Source: Based on Market study

• Suppliers do possess software nowadays, but they still prefer the handle business personally

• They do use some softwares, such as Easysol, Medwing< SAP and MARG

Live ProjectSuppliers- Software

EASYSOL MEDWING SAP None MARG0

1

2

3

4

5

6

7

8

9

Software Used

Source: Based on Market study

• Our research found that supplier mostly face problems with billing and tally, this is due to their large number on retailers that they have and the lack of software that they use for this.

• Communication is also a problem, another issue which can be solved if they adopt and start using software.

Live ProjectSuppliers- Pain areas

40%

20%

27%

6%

7%

Pain AreasBILLING & TALLY COMMUNICATION NONELATE DELIVERED WRONG PRODUCT

Source: Based on Market study

Retailers

• Retailers mainly face problems with their suppliers, it can be their poor performance, inability to deliver or even their attitude towards small pharmacies

• Retailers are now starting to adopt the use of software more than ever now

• Retailers are still in need for a better way to place orders with their suppliers, but the use of software has made it simpler for some.

Live ProjectConclusion

Suppliers

• Suppliers need to increase the use of software in order to fix their problems with billing and tallying

• Suppliers also need to find a way to be more compassionate and friendly towards small pharmacies because, despite their size they provide medicines which are a necessity to the people who live in that area

Live ProjectConclusion

Live ProjectThank you