1. CRM practices by pharmaceutical companies in India Pharmaceutical companiesMarket share of CRM practices year ( 2010)201120122013

Cipla10.519.212.517.5

Mankind27.234.213.518.5

Sun farma15.528.424.121.2

Lupin12.318.225.212.52

Analytical interpretation The latest orgims rankings of the market shares of pharma companies in the domestic market for the 12 months ended may have thrown up many insights. in the cipla10.5%,19.2%,,12.5%,,17.5 %,in the year 2010 -2013 mankind 27.5%, ,34.5%,,13.5%,,18.5 %,sun pharma 15.5%,, 28.5%, 24.1%, ,21.2%, lupin 12.3%,, 18.2%, ,25.2%,, 12,52% in the year 2010 -2013.

Table1.1 Profiles analysis-COMPANY PROFILELUPINMANKINDGLAXOSMITHKLINEPFIZERCIPLA

Established19681995192418491935

Turnover1.39 billion30 billion26.4 billion51.6 billion1.5 billion

Employee127101000010000010370026000

Product RangeAnti-TB, Cephalosporin and Cardiovascular drugs, diabetes, anti-inflammatory and respiratory therapy.Antibiotics, Antifungals, Gastrointestinal,NSAIDs,Anthelmintic, Cardiovascular, Dermal andErectile Dysfunction categories

OTC & FMCG brands:Unwanted72, PregaNews, Kustody, Adiction, Gas-O-Fast, and Manforce CondomsAnti-infective, dermatology,gynecology, diabetes, oncology, cardiovascular disease and respiratory diseases.vaccines, for hepatitis A, hepatitis B, invasive disease caused by H, influenza, chickenpox, diphtheria, pertussis, tetanus, rotavirus, cervical cancer, streptococcus pneumonia and others.Pain ,Genitourinary ,Allergy and Respiratory ,NeuroscienceAntibacterial,Stem Cells and Regenerative MedicineAntibody Technologies ,Allergy and Respiratory,Peptide Technologies,Tissue RepairPain ,Genitourinary ,Allergy and Respiratory ,Molecular and Translational MedicineCardiovascular,Anti-infective,anti-malarial,oncology, osteoporosis, respiratory, urology, children health, diabetes,HIV AIDS

Key advantages of a Pharma CRM over Generic CRM Reduced start-up cost, a key for all companies of all sizes Scalable and easy to configure solution Faster time to implement ( 6 weeks to 3 months) Reduction in support costs between SaaS SFA & onsite SFA solution A measurable increase in Sales A measurable reduction in Bottom Line Total Channel Integration Total Company Buy-in and Understanding Removal of Silo mentality. Unlock the Intelligence trapped in Silos. Bringing CRM and Branding together. Consistent product or service proposition at all times Enhancement of a Knowledge Management culture; supported by processes and systems

2. To know about the Mankind pharma.

YearRevenues ( Rs. crore )

2005-06338

2006-07486

2007-08618

2008-09812

2009-101043

2010-111588

2011-121909

2012-132383

2013-143000

Analytical interpretation

The above data the researcher analyze that the growth of mankind company in india

3. The customer relationship management policy of Mankind Pharma.

Making a strategic decision on what problems the CRM system is to address, what improvements or changes it should bring in the business processes of the organization. Choosing an appropriateproject manager. Typically IT will be engaged, however a manager with acustomer service/sales andmarketingfocus should be involved, as the impact of the project will be mainly on the business side. Ensuring executivesponsorshipand top management support. Empowering team members with the required authority to complete the tasks. Selecting the correct implementation partner. They must have bothverticaland horizontal business knowledge, as well as technical expertise. DefiningKPI's that will measure the project's success. Using a phased approach. Working towards long-term enterprise-scale implementation through a series of smaller, phased implementations. A paper entitled "CRM Implementation: Effectiveness Issues and Insights" (2006) provides several useful insights for CRM implementation.

Analytical interpretation

The above data the researcher analyze that the CRM policy of mankind company in India Ensuring executivesponsorshipand top management support. Empowering team members with the required authority to complete the tasks. Selecting the correct implementation partner. They must have bothverticaland horizontal business knowledge, as well as technical expertise.4. Market strategy of Mankind pharmaValue chain analysis: comparison

VALUE CHAIN COMPONENTSLUPINMANKINDGLAXOSMITHKLINEPFIZERCIPLA

FIRM INFRASTRUCTUREcorporate office

biotechnology R&D center

Manufacturing Units

corporate office

Research Centre

Manufacturing Units

corporate office

Manufacturing Units

R& D department

corporate office

consumer healthcare center

Manufacturing UnitsR& D unit

corporate office

Manufacturing Units

R& D unit

HUMAN RESOURCE MANAGEMENTRecruitment , training,Employee benefit

Recruitment , training,Work life balance

Compensation,Organizational Development,Learning and DevelopmentTalent Acquisition,Learning and Development

HR Generalist,Talent Acquisition,Learning and Development

RESEARCH AND DEVELOPMENTProcess Research,Advanced Drug Delivery Systems (ADDS)Research,Novel Drug Discovery and Development (NDDD),Biotechnology Research.

Mankind Research Centre Innovation in technology, new molecule

BioelectronicsTackling,the threats of antibiotic resistance,andEpigenetic-turn-ons and turn-offs

NeuroscienceAntibacterial,Stem Cells and Regenerative MedicineMolecular and Translational Medicine ,Antibody Technologies,Peptide Technologies, Tissue Repair

API developmentRespiratory deviceFormulation development

OPERATIONLupin's global manufacturing operations are spread across India and Japan.

manufacturingandsupplying APIsandformulations.

Its business operation in India namely Discovery, Future, Special, Vet, & Lifestar.

Starting its operation in Srilanka, Vietnam, Philippines, Nepal & RwandaOperation includes manufacture, formulate, fill, pack, control, releaseand deliverover 1.4 billion doses.

Operational Sustainability Teamhelp for this purpose

Business Operations strive to set the standard forquality, safetyandvaluein the discovery,development andmanufactureof medicines

technologically-challenging formulationssophisticated manufacturingplants

SALES AND MARKETINGLarge Dynamic Sales Force,Robust Distribution Network

aggressive marketing policy ,customer engagement modelCommercial teamsare responsible for understanding our patients, consumers and customers.

StrategyMarketingMarket AccessSales(outside US)

Strategic tie upfor sales and marketing with global MNCs

SERVICESPatient Education,Medical help,Customer help

Home health care,Toll free number

GlaxoSmithKlineconsumer healthcareIndia

Direct Stock Purchase and Dividend Reinvestment Plan,Direct Deposit of Pfizer Dividends

Employee self serviceShareholder information

External analysis by Porters five forces model

OrganizationThreat of New entrantsSuppliers bargaining powerBuyers bargaining powerRivalry from competitors

LupinLowMediumLowHigh

PfizerLowLowLowHigh

GlaxoSmithKlineLowLowLowHigh

MankindMediumLowLowMedium

CiplaLowLowLowMedium

Table2.3 Situation analysisORGANIZATIONLUPINMANKINDPFIZER

STRENGTH1.Worldwide leader in Cephalosporin and Anti TB drugs2. In the US and Japanese market it is the largest generic player1.Highest Prescribed2. strong distribution network3. unique ads

1.Excellent research and development2. Mergers and acquisitions3.Strong brand name

WEAKNESS1.High dependence on global formulation business2.Forecasting done on technological level is less3.It operates in low growth segments

1.very niche category of market2. less regular sell

1.issue of safety of drugs2. Patent expiry1. Negative campaigns by AHF2. Tough competition

OPPORTUNITY1. Emerging technological trends in drug delivery2. Increasingprevalence of TB

1.Related diversification2. Growth in modern retail1. Increasing awareness2. mergers and acquisitions

THREATS1.Rigid opposition2. Soaring cost of discovering novel products

1. Promotion and advertising a little difficult2. Competition from unbranded and local products.

1.Risk of unsuccessful new Products2.Regulatory environment

Analytical interpretation From the above table all the strength, weaknesses, opportunities and threats can be analyzed and used in the strategy formulation of the above five companies of pharmaceutical industry. This information can also be used in decision making of any important situation.

Finding The latest org ims rankings of the market shares of pharma companies in the domestic market for the 12 months ended may have thrown up many insights. in the cipla10.5%,19.2%,,12.5%,,17.5 %,in the year 2010 -2013 mankind 27.5%, ,34.5%,,13.5%,,18.5 %,sun farma 15.5%,, 28.5%, 24.1%, ,21.2%, lupin 12.3%,, 18.2%, ,25.2%,, 12,52% in the year 2010 -2013 , The above data the researcher analyze that the CRM policy of mankind company in india Ensuring executivesponsorshipand top management support. Empowering team members with the required authority to complete the tasks. Selecting the correct implementation partner. They must have bothverticaland horizontal business knowledge, as well as technical expertise. From the above table all the strength, weaknesses, opportunities and threats can be analyzed and used in the strategy formulation of the above five companies of pharmaceutical industry. This information can also be used in decision making of any important situation.

RecommendationAfter completion of the research work the researcher came to some suggestion to the Pharmaceutical brands. This could help the company in development & improvement of brand image, product selling process, market share and distributions hip. This is helpful in future development of the company. The following points come in the suggestion parts which came after the analysis and finding of the research report:-1. The company should improve the quality of the product. 2. The company should improve its promotional activities through advertisement, free gifts etc. 3. Since the price of the product is also an important factor which influence the purchasing decision so the company should design the products price according to the customer affordance level. 4. Company should instruct the sales representatives not to make extra ordinary commitments on behalf of the company for sale. 5. The distribution channel should be arranged according to the convenient of the customer.6. Pharmaceutical brands should try to emphasis more on providing their infrastructure in the market to facilitate their customers.7. The companies should introduce new varieties of products for attracting the various age group and different gender.

Conclusion

Starting with a turnover of Rs 3.8Cr in 1995 Mankind Pharma is expected to touch Rs 2500 Cr in 2013. Mankind Pharmaceutical business has been growing at about 18 per cent annually, compared with the industry average of 13-14 percent. But the profit margin is growing at 12-13% compared with industry average of 20%. They operate at profit margin of 13-14% compared to industry average of about 25-30%. After strategic analysis of five companies namely Lupin, Mankind, GlaxoSmithKline, Pfizer, and Cipla it can be straight way concluded that their strategies are aligned with their vision and mission; Lupin heading towards it vision by continuous innovation and healthcare improvement with having competitive advantage of anti TB drug and cephalosporin, Mankind by its strong portfolio of businesses, geographies and products range looking forward to achieve its vision, GlaxoSmithKline investing huge money in R&D and exploring new market to become indisputable leader of industry, Pfizer by its wide range of medicines and brand image its fulfilling its promise to deliver innovative product, and Cipla is providing varied range of medicines to make the customers self-reliant and self-sufficient. These comparative strategic analyses of these five companies provide the concise analysis of those companies.Mankind is already present in 90 % of the total market product portfolio. Therefore to launch new drugs it will need to come up with new dosage forms and delivery systems in much the way its competitors are doing. Current pricing strategy of Mankind leaves it vulnerable to attacks from other emerging low price players in the market. Entry of an ultra low cost player can wipe out Mankind from the market. Another major concern is that there is a perception in the metros and tier 1 cities that Mankind's drugs are of poor quality simply because they are cheap. For an aggressive entry in to chronic segment, mankind needs a face change. To substantiate the quality of their products a modern R&D facility needs to be setup or strategic alliances should be made. The initial investment is huge and so is promise of high profit margins. It will also enhance Mankinds image as a legitimate and credible competitor in the global pharmaceutical arena.

Limitation The study is based on secondary data. The study is confined only to specific sectors and few examples are given only due to data and time constraints. Researcher cannot get wide information during Research. Researcher is only on indicator and cannot solve the problem. This research report is part of my course-curriculum and I have analyzed the problem with the limited time and knowledge which was at my disposal.

Bibliography1. Magazinesa. Business Worldb. Business Todayc. Business Indiad. Strategic Managemente. The Business Enterprise2. Newspapersa. Times Of Indiab. Economic Times c. The Asian Aged. Hindustan Timese. Business Standard3. Websites a. http://agro.indiamart.com/agricultural-commodities/soft-drinb. http://www.mankind.com c. http://www.rasnainternational.com/d. http://en.wikipedia.org/wiki/madicinee. www.researchersworld.comf. www.managementparadise.com

4. Reference Books Strategic Management Society Strategic Human Resource Management In Small And Growing Firms