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INTRODUCTION
Mankind Corporate Office , New Delhi
Established in 1995 with a capital of 50 lakhs, Mankind at present is a leading
pharmaceutical company of India. Our Goal is to help the community to lead healthy life
through two parallel objectives: formulating, developing & commercializing medicines, and
delivering affordable & accessible medication that satisfy urgent medical needs.
Mankind has out-performed the Indian Pharmaceutical industry by growing at the rate of
60% year after year. It is among the top 5 fastest growing Pharma companies of India as per
ORG-ims. We have achieved the turnover of Rs.920 Cr in the fiscal year 2008-09.
Ours is a fully integrated pharmaceutical company having pan India presence with a
comprehensive network of 52 C&F agents & 6000 Stockists. We are ranked 4th in India
and 3rd in North India as per ORG-ims, Prescription Audit, 2008 and as per ORG-ims
Prescription / Doctor / Month audit of Jan.2009, we are ranked 1st in India. Our strong
portfolio of businesses, geographies and products provide us the strategic benefits of
integration that allow us to perform best in an increasingly competitive market.
We have a strong market presence in Antibiotics, Antifungals, Gastrointestinals, NSAIDs,
Anthelmintics, Cardiovascular, Dermal and Erectile Dysfunction categories. Numbers of
our products are at top 5 positions as per ORG-ims.
Companies & Divisions
Discovery Mankind-
Incepted in the year 2003 as a marketing division of Mankind
Pharma, today Discovery Mankind is having a wide product range
to treat diabetic metabolic disorder. It is also having products in
antibiotic, GI , anti fungal & lifestyle segments.
Lifestar Pharma-
Launched in the year 2005 as a group company.Lifestar offers
comprehensive range of products in ophthalmic & Dermal
segment. It is also having product range in antibacterials, GI & other segments.
Special Mankind-
Special Mankind launched in Januaray 2007 is poised to meet OTC requirements. This
division is pioneer in launching of premium category condoms, toothbrush, sanitary
napkins & sweeteners.
Future Mankind-
Future Mankind was positioned in the year 2007 to cater the
growing demand of acute & chronic therapeutic segments. In
Future Mankind orthopedic drugs along with GI & other specialty is comprehensively
represented in line to Mankind group philosophy.
Magnet Labs-
With purpose to cater the growing market of neuropsychological
segment Mankind acquired Magnet Labs in the year 2007. It is
pioneer in formulations of acute & chronic psychiatric segments.
Vet Mankind-
The strong impact of the philosophy of “Serving Life” lead to the
foundation of this division in the year 2007 to serve the India.
BOARD
MR.R.C.JUNEJA(CEO AND CHAIRMAN)Born on 28th July 1955, founder of Mankind group Mr. R.C. Juneja Is an inspiration in himself.
He started his career in 1974 with Kee Pharma as Medical Representative. In 1975, he joined Lupin & worked there as 1st Line Manager. In 1983 he resigned from Lupin & started his own company Bestochem in Partnership. In 1994, he withdrew his ownership from Bestochem and in 1995 incepted Mankind Pharma with his younger brother Mr. Rajeev Juneja.
Under Mr. R.C. Juneja’s mankind has metamorphotized from Rs.53 lacs to Rs.920 crores in a small span of 14 years. He revolutionized the whole Indian Pharmaceutical market and inspired others to follow the trend of “providing quality medicine at an economical price”.
He is one of the most distinguished business leader for his business acumen and entrepreneurial spirit. His analytical mind and risk taking attitude are reason of his success. His simplicity, courage, presence and fortitude have been the sources of inspiration for the common masses as well as for number of budding enterprises.
He is a living legend and an epitome of the fact that honesty, transparency is not at variance with business acumen.He also shared his life experiences to motivate youths to come ahead and take up new challenges and responsibilities.
MR. RAJEEV JUNEJA(SR. DIRECTOR MARKETING & SALES)
Born in 1965, highly ambitious, Mr. Rajeev Juneja is a 1st generation entrepreneur. He is a science graduate & had a wide experience or around 10 years in pharma industry before starting Mankind. He is an icon in himself & the driving force behind the marketing achievements of the organisation . He has is own business theories which distinguishes & makes him marketing baron. His understanding about the nitty gritties of marketing gives a competitive edge of the company.
He highly advocates team spirit & nurtures the human assets of the organisation.
He quotes:
"Our people have always been our core strength. They put their heart and soul in work. Their efforts have made Mankind India’s fastest growing Pharma company in a span of 14 years".
"In Mankind we follow open and transparent culture where
people are encouraged to present and implement their opinions and ideas. Our duty at the helm of the affair is finding right talent, giving them right opportunity and always supporting them, also ensuring that party politics & favoritism must not take place".
His analytical mind & risk taking attitude are the reason for his success. He is great visionary & his vision it to make Mankinda Rs.3000 Cr. company by 2013 and to become the most admired Pharma company with strong market presence in OTC and FMCG segment.
MR. AJAY BANSAL(DIRECTOR MARKETING)
Mr. Ajay bansal has been associated with the Mankind Group from the day one of its operation. His commendable hard work & perseverance has made Mankind climb the ladder of success. He has a foresight to see the untapped potential of business. Before joining Mankind he worked for 8 years in a pharma company. His innovate marketing practices & spirit of working tirelessly made him the most respected & admired entrepreneur.
He opines:
"In my opinion if somebody will ask me how Mankind has grown over a period in just 14 years. I personally believe that credit goes to our field staff. We take utmost care in the selection, growth & training and we share the fortunes collectively with the people. Our people are loyal with good character and integrity. They are totally involved in their job. We ensure that everybody is successful in the Organisation and their success doesn’t go to their head and failure doesn’t touch their heart. Thus , we should learn from our failures and keep growing in our lives".
MR. SHEETAL ARORA(DIRECTOR MARKETING)
Mr. Sheetal Arora is a real life example of a young & dynamic leader. He is commerce graduate & started his career with Mankind as a Medical Representative. His belief in "Aiming high feet firmly on the ground" is an inspiration in itself for the young generaton. His markting strategies & practices highly advocate his belief.
OBJECTIVES
To study existing marketing strategies of company.
To study the promotional of product among field force and distribution channels.
To observe product and improvement (if needed) to meet a changing market need or
customer's taste.
To study the sales ranking of the various products of Companies as per ORG IMS.
To check the potentiality of the doctors.
SCOPE
The project is based on marketing stratagies of mankind pharm
INTRODUCTION
Mankind Corporate Office , New Delhi
Established in 1995 with a capital of 50 lakhs, Mankind at present is a leading
pharmaceutical company of India. Our Goal is to help the community to lead healthy life
through two parallel objectives: formulating, developing & commercializing medicines, and
delivering affordable & accessible medication that satisfy urgent medical needs.
Mankind has out-performed the Indian Pharmaceutical industry by growing at the rate of
60% year after year. It is among the top 5 fastest growing Pharma companies of India as per
ORG-ims. We have achieved the turnover of Rs.920 Cr in the fiscal year 2008-09.
Ours is a fully integrated pharmaceutical company having pan India presence with a
comprehensive network of 52 C&F agents & 6000 Stockists. We are ranked 4th in India
and 3rd in North India as per ORG-ims, Prescription Audit, 2008 and as per ORG-ims
Prescription / Doctor / Month audit of Jan.2009, we are ranked 1st in India. Our strong
portfolio of businesses, geographies and products provide us the strategic benefits of
integration that allow us to perform best in an increasingly competitive market.
We have a strong market presence in Antibiotics, Antifungals, Gastrointestinals, NSAIDs,
Anthelmintics, Cardiovascular, Dermal and Erectile Dysfunction categories. Numbers of
our products are at top 5 positions as per ORG-ims.
Companies & Divisions
Discovery Mankind-
Incepted in the year 2003 as a marketing division of Mankind
Pharma, today Discovery Mankind is having a wide product range
to treat diabetic metabolic disorder. It is also having products in
antibiotic, GI , anti fungal & lifestyle segments.
Lifestar Pharma-
Launched in the year 2005 as a group company.Lifestar offers
comprehensive range of products in ophthalmic & Dermal
segment. It is also having product range in antibacterials, GI & other segments.
Special Mankind-
Special Mankind launched in Januaray 2007 is poised to meet OTC requirements. This
division is pioneer in launching of premium category condoms, toothbrush, sanitary
napkins & sweeteners.
Future Mankind-
Future Mankind was positioned in the year 2007 to cater the
growing demand of acute & chronic therapeutic segments. In
Future Mankind orthopedic drugs along with GI & other specialty is comprehensively
represented in line to Mankind group philosophy.
Magnet Labs-
With purpose to cater the growing market of neuropsychological
segment Mankind acquired Magnet Labs in the year 2007. It is
pioneer in formulations of acute & chronic psychiatric segments.
Vet Mankind-
The strong impact of the philosophy of “Serving Life” lead to the
foundation of this division in the year 2007 to serve the India.
BOARD
MR.R.C.JUNEJA(CEO AND CHAIRMAN)Born on 28th July 1955, founder of Mankind group Mr. R.C. Juneja Is an inspiration in himself.
He started his career in 1974 with Kee Pharma as Medical Representative. In 1975, he joined Lupin & worked there as 1st Line Manager. In 1983 he resigned from Lupin & started his own company Bestochem in Partnership. In 1994, he withdrew his ownership from Bestochem and in 1995 incepted Mankind Pharma with his younger brother Mr. Rajeev Juneja.
Under Mr. R.C. Juneja’s mankind has metamorphotized from Rs.53 lacs to Rs.920 crores in a small span of 14 years. He revolutionized the whole Indian Pharmaceutical market and inspired others to follow the trend of “providing quality medicine at an economical price”.
He is one of the most distinguished business leader for his business acumen and entrepreneurial spirit. His analytical mind and risk taking attitude are reason of his success. His simplicity, courage, presence and fortitude have been the sources of inspiration for the common masses as well as for number of budding enterprises.
He is a living legend and an epitome of the fact that honesty, transparency is not at variance with business acumen.He also shared his life experiences to motivate youths to come ahead and take up new challenges and responsibilities.
MR. RAJEEV JUNEJA(SR. DIRECTOR MARKETING & SALES)
Born in 1965, highly ambitious, Mr. Rajeev Juneja is a 1st generation entrepreneur. He is a science graduate & had a wide experience or around 10 years in pharma industry before starting Mankind. He is an icon in himself & the driving force behind the marketing achievements of the organisation . He has is own business theories which distinguishes & makes him marketing baron. His understanding about the nitty gritties of marketing gives a competitive edge of the company.
He highly advocates team spirit & nurtures the human assets of the organisation.
He quotes:
"Our people have always been our core strength. They put their heart and soul in work. Their efforts have made Mankind India’s fastest growing Pharma company in a span of 14 years".
"In Mankind we follow open and transparent culture where
people are encouraged to present and implement their opinions and ideas. Our duty at the helm of the affair is finding right talent, giving them right opportunity and always supporting them, also ensuring that party politics & favoritism must not take place".
His analytical mind & risk taking attitude are the reason for his success. He is great visionary & his vision it to make Mankinda Rs.3000 Cr. company by 2013 and to become the most admired Pharma company with strong market presence in OTC and FMCG segment.
MR. AJAY BANSAL(DIRECTOR MARKETING)
Mr. Ajay bansal has been associated with the Mankind Group from the day one of its operation. His commendable hard work & perseverance has made Mankind climb the ladder of success. He has a foresight to see the untapped potential of business. Before joining Mankind he worked for 8 years in a pharma company. His innovate marketing practices & spirit of working tirelessly made him the most respected & admired entrepreneur.
He opines:
"In my opinion if somebody will ask me how Mankind has grown over a period in just 14 years. I personally believe that credit goes to our field staff. We take utmost care in the selection, growth & training and we share the fortunes collectively with the people. Our people are loyal with good character and integrity. They are totally involved in their job. We ensure that everybody is successful in the Organisation and their success doesn’t go to their head and failure doesn’t touch their heart. Thus , we should learn from our failures and keep growing in our lives".
MR. SHEETAL ARORA(DIRECTOR MARKETING)
Mr. Sheetal Arora is a real life example of a young & dynamic leader. He is commerce graduate & started his career with Mankind as a Medical Representative. His belief in "Aiming high feet firmly on the ground" is an inspiration in itself for the young generaton. His markting strategies & practices highly advocate his belief.
OBJECTIVES
To study existing marketing strategies of company.
To study the promotional of product among field force and distribution channels.
To observe product and improvement (if needed) to meet a changing market need or
customer's taste.
To study the sales ranking of the various products of Companies as per ORG IMS.
To check the potentiality of the doctors.
SCOPE
The project is based on marketing stratagies of mankind pharm
DATA INTERPRETATION
COMPANY’S PROFILE
History of company:
MANKIND PHARMA is ISO 9001 leading pharmaceutical company having its
registered office in Merut. MANKIND is a leading pharmaceutical company of India ranked
7th in all over India and 4th in North India as per ORG-IMS, & Prescription Audit, and March,
2006. As per Stockiest Secondary Audit March 2006, Mankind ranked 13th position in India.
Mankind has growth rate is 66% annually and in top 20 fastest growing companies Mankind
ranked at 7th position as per ORG-IMS in all over India. Also according to Prescription Audit
(Medical Audit) Sep 2006 Mankind ranked State wise as-
North India: 07 East India: 16
West India: 04 South India : 21
The Company was launched in year '1995' with a goal to serve the suffering humanity and to
reach out even to those corners of the country where nobody had ventured before. From a
modest beginning in 1995, MANKIND was able to achieve, a turnover of "550 corer" (latest
achieving figures).
Giant steps from Mankind
Mankind Pharma is one of the fastest growing domestic pharmaceutical companies, making a
strong impact on the Indian pharma scene for the past decade since it came into
existence.Sapna Dogra finds more
Impressive growth
The story of Mankind Pharma is one of inspiration, persistence and perseverance. From a
humble beginning in 1995 with a capital investment of about Rs 50 lakh, Mankind was able
to achieve a turnover of over Rs 300 crore in the year 2005 from a modest Rs 3.5 crore in the
year 1995. With a market share of about 1.75 percent of the Rs 25,000 crore domestic pharma
market, Mankind has a strong presence in antibiotics, antifungals, nutritionals,
gastrointestinals, NSAIDs, antihelmintics and ED categories. They have many brands that
ranked number one like Zenflox, Nuforce, Nurokind and Manforce. Other top brands include
Bandy, Cefakind, Fynal, Mahacef, Omidom and Sparkind. Mahacef ranked first among the
top launches of the last two years.
When it started in 1995, Mankind had a presence in just two states. Today, Mankind covers
the entire length and breadth of India. The company focuses on the grassroots by tapping
small towns and rural areas through its team of about 1,900 medical representatives. It is
doing fairly well even in cities like Delhi, Chennai, Mumbai.
The company is aggressively expanding its domestic sales through its existing divisions,
namely Mankind, Discovery Mankind and Life Star, as a business strategy. For instance, the
Mankind division has a mixed bag of cardiovascular and diabetic products. Mankind’s
domestic formulations business is expected to grow at a whopping 40 percent.
The Discovery Mankind division was launched about two-and-a-half years ago. With a field
force of 650 medical representatives and managers, already quite a few brands of Discovery
Mankind have reached to the top five positions in their respective segments. They are
Zenotin, Sparkind, Nobel Gel, Nuforce-3 Kit, Fynal, and Mahacef. The relatively new Life
Star division is yet another sister concern of Mankind Pharma, which has inducted around
100 field people so far. The focus of Life Star division of Mankind is on ophthalmology and
the dermal segment. Very soon, it will be entering into anti-malarial segment.
Phases of Launching of Company:
1995 :
Launched Uttar Pradesh and Madhya Pradesh with 53 Medical Representatives and
Managers Achieved a turnover of 3.8 crores in the first year.
1996:
Launched Haryana and Punjab and the field force increased to 90. Ciprozol and
Noragyl (ranked 1 st)* were launched. A turnover of 8.2 crores was achieved with 117%
growth.
1997:
With a field force of 140, company introduced Cope, Nobel and Zenflox, which turned
out to be the leading brands. Zenflox became No. 1 * brand. Turnover increased to 15 crores
with a growth of 77%.
1998:
Turnover in this year was 24 crores with 61 % growth and field force grew to 180.
Ranidom (ranked 2nd)* was launched.
1999:
Field force increased to 250 with launch of Bihar. Turnover was 31 crores with a growth
of 31 % Zenotin (ranked 2nd)* was launched.
2000:
Achieved a milestone of 50 crores with a growth of 60%. Orissa and Maharashtra were
launched and field force increased to 308. Omidon (ranked 2nd)*, Sparkind (ranked 3rd)* and
Manforce (ranked 1 st)* were launched.
2001:
Entered Andhra Pradesh, turnover reached to 67 crores at a growth of 34% and field force
increased to 394.
2002:
Major achievement of the year was launching of Discovery Mankind. Field force grew to
600 and turnover touched 85 crores with 27% growth. Bandy (ranked 2lld)* and Cefakind
(ranked 2lld)* were launched.
2003:
Achieved a turnover of 150 crores and growth of 77%. Field force increased to 950.
Antihypertensive drugs were introduced. Launched Mahacef (ranked 3rd)* and Nurokind
(ranked 1 st)*.
2004:
Turnover jumped to 263 cores with 75% growth and the field force increased to 1660 in
number. Moxikind-CV was successfully launched at a very economical price. *(ORG-IMS,
Retail Store Audit, and March 2005)
2005:
Celebrated a 'Decade of trust' with medical fraternity. Launched a new sister concern
Lifestar Pharma Pvt. Ltd. Group turnover touched Rs. 350 Crore & field force grew to 2600.
Won "Indian Express Pharma Pulse Award" for best overall performance.
Achivements of the company:
Seven brands Ranked No. 1 and around 15 brands in top 5 positions (as per ORG-IMS
STOCKIST SECONDARY AUDIT, March 2007) form the core of the strategic brands of the
company.
Brand Composition Rank
Nurokind Methylco balamin 1
Zenflox Ofloxacin 1
Manforce Sildenafile Citrate 1
Nuforce Fluconazole 1
Gatikind Gatifloxacin 1
Zenflox-OZ Ofloxacin+Ornidazole 1
Nobel-MR Nimesulide + Paracetamol + Tizanidine 1
Noragyl susp. Norfloxacin + Metronidazole 2
Moxikind - CV Amoxycillin + Clavulanic acid + Lactic acid 2
bacillus
Cefakind Cefuroxime Axetil 2
Omidom Omeprazole 2
Ranidom Ranitidine + Domperidone 2
Bandy Albendazole 2
Bomikind Ondansetron 2
Vomikind Ondansetron 2
Amlokind-AT Amlodipine + Atenolol 3
Unwanted Mifepristone 4
Vertistar Betahistine 5
Nobel-l00 Nimesulide with ? Cyclodextrin 5
The company has outperformed the growth of the Pharma industry in India by growing at the
rate of more than 66% year after year and ranking among the top 10 most aggressive in new
launches Pharma companies in India (ORG - IMS, March 2005). From a field force of 53 in
1995, today the total strength has reached to 2600 Medical Representatives and Managers
working in almost all parts of the country.
The company has well defined processes of Production, Quality control, Distribution,
Marketing, Training and Human Resource Development. MANKIND has a very strong
market presence in Antibiotics, Antifungals, Gastrointestinals, NSAIDs, Anthelmintics and
Erectile Dysfunction categories with many brands ranked no. I such per (ORG-IMS, Retail
Audit 2005). Mankind says their strength lies in our people.
Won Indian Pharma Pulse Award for overall performance in the year 2004-2005. To meet the
increased demand of the products MANKIND is setting up a state of the art Inject able
manufacturing unit and a world class R & D centre in Paonta Sahib (H.P). The company has
already purchased 60,000 Sq. mts. Land and shall be investing Rs. 70 crore to set up the
facilities which shall be operational by Oct' 2006.
The manufacturing unit in Paonta Sahib shall enjoy the benefits of excise exemption. Another
unit under the banner of PHARMA FORCE having capsule and tablet manufacturing
facilities, shall be operational in Paonta Sahib by June' 2005.
NETWORKS OF COMPANY
From two states in 1995, Mankind today covers the entire length and breadth of India. Our products are available across the country, including the remote pockets serviced by 42 C & F agents & a comprehensive network of 4000 stockists. These are some c and f and some comprehensive network of company
MISSION AND VISION OF COMPANY
MISSION
“To deliver medicines that enable patients to live healthier, happier and more active lives”
VISION
“To be among the top 3 pharmaceutical companies of India by the year 2010”.
CULTURE AND VALUES
Our employees have always been our tremendous strength, and that is the main reason behind our success. Mankind has always recognized the importance of freedom to express and innovate.
Hence we have cultivated a work culture that permits our employees to learn, innovate & experiment new ideas. Mankind Pharma places a great value on innovation and expects its people to act and think differently.
We continuously encourage all individuals to take up new challenges with adequate responsibilities which has majestically helped us by contributing towards a handsome growth year after year.
End Result Focused, which would drive the Performance
Both our customers and products are accorded highest priority with sensitivity, commitment with time & cost for delivering innovative and affordable medicines in local and global market.
Command with Innovation
Everyday we learn something new, make mistakes & again learn from our mistakes. We always allow and tolerate genuine mistakes. We encourage & empower our people to take risks with intelligence .
.
INFRASTRUCTURE
Manufacturing Unit
To meet the ever increasing demand of the products Mankind has state-of- the-art Injectable manufacturing unit at Poanta sahib. The unit is designed as per the USFDA guidelines & has got the production capacity of 60 million ampoules & 30 million vials in a single shift basis.
Corporate Office
Our Corporate office is situated in New Delhi with all modern infrastructure facilities. We are having total strength of 300 employees working in different process of Product management, Sales & Marketing, Quality Assurance, Production & Planing, Purchase, Field Administration & Human Resource development.
Supply Chain
To cater to the market demand, we have expanded our operations into the entire length & breadth of the country. We have closely knitted & wide distribution network of 6000 stockist, 52 C & F agents and workforce of 5000. Our supply chain system is well defined. We have made our strong presence in remote pockets, where no other companies
have ventured before.
Distribution Offices
To manage the wide distribution network of stockist and C & F agents, Mankind has 3 major distribution offices situated in Meerut, Indore & Secundrabad.
Training Centre
Training is indispensable part for Human Resource Development .In order to maximize the development process of the employee, modern methods with the integrated techniques and all basic amenities & luxury treatment are being provided.
MARKETING OF PHARMACEUTICAL INDUSTRY
Marketing management is the practical application of this process. Pharmaceutical industry
had played an important role in building a strong human capital for the country. The
importance of this pharma company in the healthcare sector as well as the economy has been
increasing rapidly. The pharmaceutical marketing is different from consumer marketing, as in
this the products are usually not chosen by the consumers for there convenience, but it is
given by their consultant on their health complaints. Pharmaceutical marketing involves
selling of drugs and medicines to qualifies person who has the basic knowledge of medicines
Selling, consumer goods are quits easy, and involve less risk, but pharmaceutical marketing
involves selling of medicines that too through a mediator (doctor) to the consumer
Classification of Pharmaceutical Marketing
Pharmaceutical marketing is done in two ways-
1.) Ethical Marketing / Prescription based marketing.
2.) OTC(Over the counter) marketing.
1. Ethical Marketing / Prescription based marketing:
In pharmaceutical marketing, goods (i.e. medicines) are not sold directly to consumer
but through Physicians / doctors who prescribe the drugs to the patient. Physicians are
perhaps the most important players in pharmaceutical sales. They write the prescriptions that
determine which drugs will be used for the patient. Influencing the physician is key to
pharmaceutical sales. Ethical Marketing involves influencing the physician. In Ethical
marketing importance is given to prescription selling, target customer here is physician who
is qualifies enough to decide which medicine is better for his patient.
2. OTC Marketing:
The OTC stands for 'Over the Counter', which means the direct selling from the chemist
counter without any suggestion or the prescription of the physician. The drugs included major
in this category are the, Analgesics (Pain Killers) Antipyretic (For Fever.) Most of the
patients to save physicians fees do this type of treatment but it is ethically wrong.
Launching of the Pharmaceutical Products in Market:
Pharmaceutical marketing is the most challenging in today's world as it is approaching the
millennium. Today's pharmaceutical market is complex and multinational with products
primarily aimed at the maintence and improvement of people's health. Historically, this was
done with large pharmaceutical sales forces.
More than 10,000 sales force-Large Scale Organisation Less 1,000 sales force- Small Scale
Organisation
(Sales representative) meet to the physicians regularly providing information and free drug
samples according to the companies policy to the physicians. This is still the approach today.
As the competition is becoming stiff and due to entrance of
new players in pharmaceutical market, making call to physicians is not sufficient. Today
each and every pharmaceutical company is giving importance of the aggressive marketing
along with the Productive call in the doctors chamber of the medicinal product.
Aggressive marketing of the means providing the proper services to the doctor, chemist &
also take care of patients. Pharmaceutical marketing is stand on four pillars of, Doctor,
Chemist, Distributor, & also on Patients.
1) Physician:-
Physician is the person who prescribes the drug and is well aware of the medicinal value of
the product.
2) Retailers:-
Retailer who makes availability of the prescribing product & also providing the guidance in
the proper selection of doctor and about molecule to promote in doctor chamber.
3) Distributors:-
Distributor makes the proper availability of stock from company for the proper distribution in
the territory chemist and helps in selection of area or town to be covered.
4) Patients:-
Patients these are the direct and end users of the products. So these are so important.
Company will provide the medicines at the most economical rates for patient' Conveniences.
Promotion of Pharmaceutical Product:
The process of convincing the doctor also providing the information to retailer about the
product and doctors promise for product and taking order and give to the stockiest make
product available for the patient convenience is major duty of the medical.
Some of the techniques adopted by Pharma Company's are Steps of promotion of
pharmaceutical product.
Special comp nigh for some product
Targeting the Physicians for particular Molecule
Meeting to the physician.
Sampling.
Giving a regular follow-up
Providing informative literature.
Arranging Doctor's meet.
Giving gifts as token of gesture.
Advertisment of the product in books, journals and magazines used by the
physicians.
Participate in medical conference.
Product Promotional Pattern
In classification various techniques are used to promote and sell a pharmaceutical such as TV
advertising, distributing broachers, regular visits by medical representative, gift and sample
distribution. An ethical drug first has to be approved and recommended by a physician and
then sold to the patient or consumer, through medical stores, non ethical or patented products
can be directly sold to the consumer through persuasive advertising through various media
such as newspaper, magazine, radio or TV.
It can be sold through point of sale advertising which means poster in the medical shop or
window displays, but the proportion of non ethical or patented products is hardly about 20%
of the total output of drugs and pharmaceutical products.
Hence an indirect method, a round about way of promotion and distribution has been adopted
in pharmaceutical marketing. It can be shown diagrammatically as given under.
CHART
Flow chart of Pharmaceutical Companies Marketing Team
Drug & Pharmaceutical Co.
Managing Director
Production Marketing Sales Finance
Executive Executive Executive Executive
State Level State Level State Level State level
1.Division 2.Division 3.Division 4.Division
Area manager Area manager
Sale Sale
Supervisor Supervisor
Patient /
Direct
Physician or Doctors
Medical
Executive
Chemist / Retailer
MR MR MR MR MR MR
Marketing strategy adopted by Mankind pharma :
Marketing is the act or process of buying and selling in a market. According to Peter Drucker,
Marketing is : "Marketing and innovation are the two chief functions of business. You get
paid for creating a customer, which is marketing. And you get paid for creating a new
dimension of performance, which is innovation. Everything else is a cost center : "Marketing
is commercial functions involved in transferring goods from producer to consumer. The
American Marketing Association suggests that Marketing is "the process of planning and
executing the pricing, promotion, and distribution of goods, ideas, and services to create
exchanges that satisfy individual and organizational goals."
Marketing Strategies:
The strategies define general approaches you will take to meet your objective. To be most
effective, marketing strategies should be integrated into marketing plan (which in turn should
be part of the business plan). By integrating strategies into overall company plans, better
business objectives can be achieved. Marketing strategies are the result of a meticulous
market analysis.
Marketing strategies adopted by Mankind Pharma. Mankind Pharma is leading
pharmaceutical company having a range of product used as medicine. The company has the
sound marketing strategy, which has helped the company to prosper. Since Pharma marketing
is indirect marketing, company has developed strategy to sustain and to prosper in the market.
The main features / characteristics company's marketing strategy mainly includes-
1] Company has framed the strategy keeping III core the prescribers.
2] Company has also framed strategy keeping III mind the retailers also.
3] Company has developed strategy keeping in view the Sales force that is the important
weapon of the company.
4] Company has given prime importance to the patient I.e. direct customer by making
economy in the product.
Strategy for prescribes physicians
Physicians are the target customers for the company; hence the company is always trying to
develop the strategy so that there is increase in the physicians.
The strategy developed for the doctors mainly includes -
Conduction survey.
Checking the potentiality of the doctors.
Positioning of the product.
Detailing of the products to the doctors.
Sampling
Regular follow-ups
Providing the informative literature.
Organizing Health check-up camps.
Categorizing Doctor according to the prescription support.
Giving Gifts as token for gesture.
Sponsorships.
"A Quality market survey is the key for the success".
Company always follows this principle strictly. Company has its own format of
survey, which has to be filled at chemist retailer counter.
The purpose of this mainly includes.
To check the potentiality of the doctor in terms of patients checked,
prescription generated by the doctors, and rupees value of the
prescription.
To check the liking of the Doctor in particular molecule, combination.
To check the existence of the competitor product & if exist what is the
position of the competitor's product.
Positioning means placement of product in the market by identifying the needs of the
customer. By Positioning the product the company is able to more precisely meet the needs of
more customers and consequently to gain a higher overall level of share or profit from a
market. And also positioning is depending on the seasonal requirements. In Parma marketing
the positioning of the product is done the basis of the indication in which the drug has the
medicinal values and accordingly the product is promoted. Mankind Parma also follows the
same principle. However they have been categorized depending upon the benefits of the
product in the disease or disorder.
FOR EXAMPLE :
The drugs used in treatment of hyperacidity are categorized & Proton pumps inhibitors
and is positioned and promoted to the Gastroenterologist mainly, who are specialist in the
treatment of ulcer of stomach or intestine.
After conducting the survey and determining the potentiality of the doctors, the next step
is to meet the doctor personally and detail him the quality and benefits of the product."
Mankind Parma always believe in Productive call."
Company appointed medical representative who perform this job by means of a visual
aid does the detailing of product to the doctors. Visual aid is a printed material, which
visualizes the USP's (Unique selling point of the product) and important aspects of the
product.
As the name suggest the Visual aid helps to emphasis the benefits of the product visually.
Company always tries to use the visual aid, which will magnify the benefits and USP,s of the
product effectively.
Sampling is a free distribution of the product to the doctor, so that he can ensure result of the
products. Sampling is done to the physician and to the doctors through the M.R. so that the
doctor can give the product to the patients and ensure the result of the product in the Patient.
The sampling policy of Company is quite specific.
This is another important marketing tool, which the company is using tactfully & skilfully.
Regular follow-ups means doing something special or unique which will make the doctor to
remind the product or conducting the activity that will continuously hammer the product in
the doctor's mind.
Regular follow-up mainly include sending a reminder card to the doctors, requesting the
doctor to prescribe the product. Sending reminder cards also include drafting & sending a
thanks-giving note to the doctor for extending their prescription support to the doctor.
Company always give emphasis on importance of regular follow up.
As the name suggest the Visual aid helps to emphasis the benefits of the product visually.
Company always tries to use the visual aid, which will magnify the benefits and USP,s of the
product effectively.
Sampling is a free distribution of the product to the doctor, so that he can ensure result of the
products. Sampling is done to the physician and to the doctors through the M.R. so that the
doctor can give the product to the patients and ensure the result of the product in the Patient.
The sampling policy of Company is quite specific.
This is another important marketing tool, which the company is using tactfully & skilfully.
Regular follow-ups means doing something special or unique which will make the doctor to
remind the product or conducting the activity that will continuously hammer the product in
the doctor's mind.
Regular follow-up mainly include sending a reminder card to the doctors, requesting the
doctor to prescribe the product. Sending reminder cards also include drafting & sending a
thanks-giving note to the doctor for extending their prescription support to the doctor.
Company always give emphasis on importance of regular follow-up. The company have
made it mandatory that, each and every medical representative should send reminder cards to
the doctors. For the doctors located at distance, Company asked the M.R. to send postcards
regularly that too hand written.
As the mission indicates company's aim IS to serve humanity. Supplying informative
literature is a part of it. Informative literature is supplied to the doctors; physician. The
purpose behind supplying literature is to make the doctor's aware about the medicinal value
of the product. Informative literature is very important tool in launching of a new product, as
the product is new it is necessary to supply the informative literature with specific and valid
references, so that the doctor is convinced about the product and its benefits. Sometimes
literature is also provided with the aim of crating health aware Company use effectively both
type of literature.
This activity is carried out by the company to meet with mission of company. Company also
arranges regular heath check-up camps are organized by company. Such type of camps serves
dual purpose for the company.
By organizing such camps company shows that they aim of creating health aware. At the
same time through such camps company promote their products to doc. Recently company
organized a BMD camp (bone Mineral Density Test Camp) with aim of determining the bone
calcium level and to promote their product "Calcikind".
Once the product is promoted to the doctor and regular follow-up is given the corn ask their
medical representative to categorize the doctors on the basis of the prescribe support per
month.
Prescription Support is valued in terms of money value, accordingly the doctor
categorize as :
* Most, important doctors (M.LP.), generating prescription-has rupees value
5000-10000 per month.
* Very important doctors (V.LP), generating prescription-has rupees value
2500 - 5000 per month.
General Category (G.P.) generating prescription having rupees up to 1000 - 2500 per month.
This is supplementary method adopted by the company to boost up the sell. In this method
depending upon the category of the doctors; Gifts are given as token fir gesture. Giving Gifts
gives an impression in the mind of the doctor that they are special for the company.
This IS another supplementary method adopted by the company to boost up the sell. In this
method company gives sponsorship to the doctor for the IMA conference organized.
Beside the main marketing strategy adopted by the company the company has also adopted
the other strategies which mainly includes,
Strategy related to Price.
Strategy related to the chemist.
In today's world medication is becoming costlier and people are looking towards economy in
medication. Mankind has very well understood this human psychology and has skilfully
developed strategy to use this psychology for marketing purpose. Mankind selling their
product at the price economic to the patient purpose behind adoption of such strategy is to
create liking in the mind of the prescribers / doctors & to create a long-term prescription
support from the medicinal professionals.
Another reason behind selling product at economic price is to influence the prescription
behaviour of the prescribers / doctors.
Chemist is also an important pillar in pharmaceutical marketing. All the efforts are in vain, if
the doctors prescribe the product but it is not available with the chemist. Mankind has
understand the importance of the chemist have in pharmaceutical marketing and has
developed separate strategy keeping in core the chemist.
Giving Discount on purchase.
Giving Additional offers on purchase.
Giving gifts on purchase.
Facility of expiry reimbursement.
In this type of the marketing strategy Mankind is trying to influence the chemist
purchase behaviour.
When it started in 1995, Mankind had a presence in just two states. Today, Mankind covers
the entire length and breadth of India. The company focuses on the grassroots by tapping
small towns and rural areas through its team of about 1,900 medical representatives. It is
doing fairly well even in cities like Delhi, Chennai, Mumbai.
The company is aggressively expanding its domestic sales through its existing divisions,
namely Mankind, Discovery Mankind and Life Star, as a business strategy. For instance, the
Mankind division has a mixed bag of cardiovascular and diabetic products. Mankind’s
domestic formulations business is expected to grow at a whopping 40 percent.
The Discovery Mankind division was launched about two-and-a-half years ago. With a field
force of 650 medical representatives and managers, already quite a few brands of Discovery
Mankind have reached to the top five positions in their respective segments. They are
Zenotin, Sparkind, Nobel Gel, Nuforce-3 Kit, Fynal, and Mahacef. The relatively new Life
Star division is yet another sister concern of Mankind Pharma, which has inducted around
100 field people so far. The focus of Life Star division of Mankind is on ophthalmology and
the dermal segment. Very soon, it will be entering into anti-malarial segment.
ANALYIS OF DATA
After studying Marketing strategy of Mankind Pharma,the total number of doctors and their
category are determined. The finding is as follows.
CHART -1
GP PAED CARDO GYNC OTHER
-10%
0%
10%
20%
30%
40%
50%
60%50%
20%
10% 15%
5%
CATEGORIZATION OF DOCTOR'S
CATEGORY OF DOCTORS
PERC
ENTA
GE
Where; G.P - General Practitioner - GYNC– Gynaecologist
PAED - Paediatrics - CARDO - Cardiologist -
From the above graph it shows that the G.P. Doctors having major
involvement in the categorisation of the doctors.
GP PAED CARDO GYNC OTHER
50% 20% 10% 15% 5%
Determining the potentiality of the doctors
Doctor’s potentiality was determined considering the following factors:-
No. of prescription generated by the Doctors/Day
Chart -2
GPPAED
CARDOGYNC
OTHER
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
40%
20%
10%
25%
5%
Number of prescription generated by the Doctors per day
CATEGORY OF DOCTORS
PERC
ENTA
GE
GP PAED CARDO GYNC OTHER40% 20% 10% 25% 5%
In the prescription generation by Dr’s per day, the G.P. generated more
prescriptions per day as he treats all types of patients than the other specialist
person.
Chart-3
In this part of data,how the Doctors get introduced to the product is
determined.The following is expressed in the below graph.
MRDRUG INDEX
BOOK ADVOTHER
SOURCE
0%
10%
20%
30%
40%
50%
60%
70%
80% 75%
10% 10%5%
Introduction of Doctors to medicinal products
SOURCE OF INTRODUCTION
PERC
ENTA
GE
Source of introduction
MR Drug index Book
ADV Other source
%(perc.) 75% 10% 10% 5%
In this graph, it is observed that the majority of the Doctor come to know
about the product from the MR.
Chart-4
Here the Doctors method of prescription generation is described, where
survey was conducted to find out whether Doctors prescribe medicines by Brand
Name, Generic Name, or by contents. The findings of the survey are expressed in
the above graph.
BRAND NAMEGENERIC NAME
CONTENTS
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
90%
3% 7%
Method of prescription generation
Perc
enta
ge
Brand Name Generic Name Contents 90% 3% 7%
In this graph it is cleared that majority of doctors prescribed the product by Brand Name.
Introduction of products to Chemist
Chart-l
Chemist data is described to determine the influence of the chemist buying behavior of the
product and the influence of the company's strategy on the chemist buying behaviour. In this
data, how chemist gets aware of the medicinal product is determined. The finding of the data
is expressed in the above pie-chart.
75%
15%5% 5%
Introduction of Products to Chemist
Through MR Through Doctors's RXThrough Distributor Other Source
From the pie chart it is clear that most of the Chemist get aware of the product through
Medical Representative appointed by the company.
Preference of chemist to the product
Chart-2
Here the chemist’s preferences to the product is determined. The finding of data
determined as above.
70%
10%
20%
Chemist Preference To The Product
Doctor's Pre-scribed ProductProduct with SchemeHigh Profit Margin Product
From the Pie-chart it is clear that, chemist like to keep product, which is
prescribed by the Doctors.
CONCLUSION
After the detail analysis of data following conclusions are drawn:-
Mankind Pharma categories the doctor based on prescription generation
per day.
In pharma market there is stiff competition still Mankind Pharma doing
well in that competition on the basis of Price and field force.
The major source of introducing medicines to the Doctor,Medical
Representatives.
The majority of Doctors prescribed medicines by Brand Name not a
Generic or content name.
The major parameter that are consider before prescribing medicines by the
Doctors,that are
Company Reputation
Contents of Product
Quality of Product
Price of Product
Chemist will prefer to keep those medicines that prescribed by Doctor.Also keep
those medicines that have scheme or benefits.
Mankind Pharma have an opportunity to make the presence in the consultant's
chamber by introducing new innovative Products with economy .
.
SUGGESTIONS
Considering every aspect of marketing following suggestions are put forward:
Apart from providing literature and magazines and gift to the doctor, a meeting of the
doctor with the company's management personnel's & should organized Conference
or special meeting with particular doctors where modem and new technique of the
drug, mode of action of the drug, therapeutic use of the drug, dose of the drug, and
side effect of the drug can be explained.
Optimizing the condition of medical check up and health check up champ should be
organized by the company to promote there medicines through the doctor. This is the
best way to promote a company's medicines and build good relation with the doctors.
Also arranging the Blood Sugar camp and other to introduced the chronic segment
product in the consultants chamber.
In literature and pamphlets use of drugs, dose, contents and contraindication should
mention these are distributed to the doctor as well as the chemist. Free treatment and
information should be provided when new drug launch in to the market it is use for
availability of the product in market as well as to extend the sale of the product.
Company may arrange the industrial tour for some special doctors to show the
company & also the manufacturing units to make up companies image in the doctors
mind if there any confusion regarding product quality.
Some time chemist complained regarding expired medicine, medical representative
must ask to chemist in every visit about expiry & near expiry product and company
also make some arrangement for the same. Regular follow up to the Doctor from
Medical Representative is very necessary to extends and maintain the sales of the
medicines continuously.
When company launch a new drug then company must provided a reference book to
the Doctor is necessary. Sampling of the product should be specific and proper way to
the doctor is necessary.
REFERENCE
www.mankindpharma.com
www.wikipedia.com
METHODOLOGY
Methodology is often used in a narrow sense to refer to methods, technology or tools
employed for the collection of data as well assist processing. This is also used come times to
designate data collected to arrive at the conclusion. It provides answers to some of the major
question while research like what must be done, how it will be done, what data will be
needed, what data gathering devices will be employed, now sources of data will be analyzed
to arrive at the conclusion.
The choice of data collection techniques for this study includes.
Internet
Surveys
In this project, the survey method is adopted for collecting
the data by the various techniques as.
1] Personal interview –Mr.J.S.BHATTAD
DATA INTERPRETATION
COMPANY’S PROFILE
History of company:
MANKIND PHARMA is ISO 9001 leading pharmaceutical company having its
registered office in Merut. MANKIND is a leading pharmaceutical company of India ranked
7th in all over India and 4th in North India as per ORG-IMS, & Prescription Audit, and March,
2006. As per Stockiest Secondary Audit March 2006, Mankind ranked 13th position in India.
Mankind has growth rate is 66% annually and in top 20 fastest growing companies Mankind
ranked at 7th position as per ORG-IMS in all over India. Also according to Prescription Audit
(Medical Audit) Sep 2006 Mankind ranked State wise as-
North India: 07 East India: 16
West India: 04 South India : 21
The Company was launched in year '1995' with a goal to serve the suffering humanity and to
reach out even to those corners of the country where nobody had ventured before. From a
modest beginning in 1995, MANKIND was able to achieve, a turnover of "550 corer" (latest
achieving figures).
Giant steps from Mankind
Mankind Pharma is one of the fastest growing domestic pharmaceutical companies, making a
strong impact on the Indian pharma scene for the past decade since it came into
existence.Sapna Dogra finds more
Impressive growth
The story of Mankind Pharma is one of inspiration, persistence and perseverance. From a
humble beginning in 1995 with a capital investment of about Rs 50 lakh, Mankind was able
to achieve a turnover of over Rs 300 crore in the year 2005 from a modest Rs 3.5 crore in the
year 1995. With a market share of about 1.75 percent of the Rs 25,000 crore domestic pharma
market, Mankind has a strong presence in antibiotics, antifungals, nutritionals,
gastrointestinals, NSAIDs, antihelmintics and ED categories. They have many brands that
ranked number one like Zenflox, Nuforce, Nurokind and Manforce. Other top brands include
Bandy, Cefakind, Fynal, Mahacef, Omidom and Sparkind. Mahacef ranked first among the
top launches of the last two years.
When it started in 1995, Mankind had a presence in just two states. Today, Mankind covers
the entire length and breadth of India. The company focuses on the grassroots by tapping
small towns and rural areas through its team of about 1,900 medical representatives. It is
doing fairly well even in cities like Delhi, Chennai, Mumbai.
The company is aggressively expanding its domestic sales through its existing divisions,
namely Mankind, Discovery Mankind and Life Star, as a business strategy. For instance, the
Mankind division has a mixed bag of cardiovascular and diabetic products. Mankind’s
domestic formulations business is expected to grow at a whopping 40 percent.
The Discovery Mankind division was launched about two-and-a-half years ago. With a field
force of 650 medical representatives and managers, already quite a few brands of Discovery
Mankind have reached to the top five positions in their respective segments. They are
Zenotin, Sparkind, Nobel Gel, Nuforce-3 Kit, Fynal, and Mahacef. The relatively new Life
Star division is yet another sister concern of Mankind Pharma, which has inducted around
100 field people so far. The focus of Life Star division of Mankind is on ophthalmology and
the dermal segment. Very soon, it will be entering into anti-malarial segment.
Phases of Launching of Company:
1995 :
Launched Uttar Pradesh and Madhya Pradesh with 53 Medical Representatives and
Managers Achieved a turnover of 3.8 crores in the first year.
1996:
Launched Haryana and Punjab and the field force increased to 90. Ciprozol and
Noragyl (ranked 1 st)* were launched. A turnover of 8.2 crores was achieved with 117%
growth.
1997:
With a field force of 140, company introduced Cope, Nobel and Zenflox, which turned
out to be the leading brands. Zenflox became No. 1 * brand. Turnover increased to 15 crores
with a growth of 77%.
1998:
Turnover in this year was 24 crores with 61 % growth and field force grew to 180.
Ranidom (ranked 2nd)* was launched.
1999:
Field force increased to 250 with launch of Bihar. Turnover was 31 crores with a growth
of 31 % Zenotin (ranked 2nd)* was launched.
2000:
Achieved a milestone of 50 crores with a growth of 60%. Orissa and Maharashtra were
launched and field force increased to 308. Omidon (ranked 2nd)*, Sparkind (ranked 3rd)* and
Manforce (ranked 1 st)* were launched.
2001:
Entered Andhra Pradesh, turnover reached to 67 crores at a growth of 34% and field force
increased to 394.
2002:
Major achievement of the year was launching of Discovery Mankind. Field force grew to
600 and turnover touched 85 crores with 27% growth. Bandy (ranked 2lld)* and Cefakind
(ranked 2lld)* were launched.
2003:
Achieved a turnover of 150 crores and growth of 77%. Field force increased to 950.
Antihypertensive drugs were introduced. Launched Mahacef (ranked 3rd)* and Nurokind
(ranked 1 st)*.
2004:
Turnover jumped to 263 cores with 75% growth and the field force increased to 1660 in
number. Moxikind-CV was successfully launched at a very economical price. *(ORG-IMS,
Retail Store Audit, and March 2005)
2005:
Celebrated a 'Decade of trust' with medical fraternity. Launched a new sister concern
Lifestar Pharma Pvt. Ltd. Group turnover touched Rs. 350 Crore & field force grew to 2600.
Won "Indian Express Pharma Pulse Award" for best overall performance.
Achivements of the company:
Seven brands Ranked No. 1 and around 15 brands in top 5 positions (as per ORG-IMS
STOCKIST SECONDARY AUDIT, March 2007) form the core of the strategic brands of the
company.
Brand Composition Rank
Nurokind Methylco balamin 1
Zenflox Ofloxacin 1
Manforce Sildenafile Citrate 1
Nuforce Fluconazole 1
Gatikind Gatifloxacin 1
Zenflox-OZ Ofloxacin+Ornidazole 1
Nobel-MR Nimesulide + Paracetamol + Tizanidine 1
Noragyl susp. Norfloxacin + Metronidazole 2
Moxikind - CV Amoxycillin + Clavulanic acid + Lactic acid 2
bacillus
Cefakind Cefuroxime Axetil 2
Omidom Omeprazole 2
Ranidom Ranitidine + Domperidone 2
Bandy Albendazole 2
Bomikind Ondansetron 2
Vomikind Ondansetron 2
Amlokind-AT Amlodipine + Atenolol 3
Unwanted Mifepristone 4
Vertistar Betahistine 5
Nobel-l00 Nimesulide with ? Cyclodextrin 5
The company has outperformed the growth of the Pharma industry in India by growing at the
rate of more than 66% year after year and ranking among the top 10 most aggressive in new
launches Pharma companies in India (ORG - IMS, March 2005). From a field force of 53 in
1995, today the total strength has reached to 2600 Medical Representatives and Managers
working in almost all parts of the country.
The company has well defined processes of Production, Quality control, Distribution,
Marketing, Training and Human Resource Development. MANKIND has a very strong
market presence in Antibiotics, Antifungals, Gastrointestinals, NSAIDs, Anthelmintics and
Erectile Dysfunction categories with many brands ranked no. I such per (ORG-IMS, Retail
Audit 2005). Mankind says their strength lies in our people.
Won Indian Pharma Pulse Award for overall performance in the year 2004-2005. To meet the
increased demand of the products MANKIND is setting up a state of the art Inject able
manufacturing unit and a world class R & D centre in Paonta Sahib (H.P). The company has
already purchased 60,000 Sq. mts. Land and shall be investing Rs. 70 crore to set up the
facilities which shall be operational by Oct' 2006.
The manufacturing unit in Paonta Sahib shall enjoy the benefits of excise exemption. Another
unit under the banner of PHARMA FORCE having capsule and tablet manufacturing
facilities, shall be operational in Paonta Sahib by June' 2005.
NETWORKS OF COMPANY
From two states in 1995, Mankind today covers the entire length and breadth of India. Our products are available across the country, including the remote pockets serviced by 42 C & F agents & a comprehensive network of 4000 stockists. These are some c and f and some comprehensive network of company
MISSION AND VISION OF COMPANY
MISSION
“To deliver medicines that enable patients to live healthier, happier and more active lives”
VISION
“To be among the top 3 pharmaceutical companies of India by the year 2010”.
CULTURE AND VALUES
Our employees have always been our tremendous strength, and that is the main reason behind our success. Mankind has always recognized the importance of freedom to express and innovate.
Hence we have cultivated a work culture that permits our employees to learn, innovate & experiment new ideas. Mankind Pharma places a great value on innovation and expects its people to act and think differently.
We continuously encourage all individuals to take up new challenges with adequate responsibilities which has majestically helped us by contributing towards a handsome growth year after year.
End Result Focused, which would drive the Performance
Both our customers and products are accorded highest priority with sensitivity, commitment with time & cost for delivering innovative and affordable medicines in local and global market.
Command with Innovation
Everyday we learn something new, make mistakes & again learn from our mistakes. We always allow and tolerate genuine mistakes. We encourage & empower our people to take risks with intelligence .
.
INFRASTRUCTURE
Manufacturing Unit
To meet the ever increasing demand of the products Mankind has state-of- the-art Injectable manufacturing unit at Poanta sahib. The unit is designed as per the USFDA guidelines & has got the production capacity of 60 million ampoules & 30 million vials in a single shift basis.
Corporate Office
Our Corporate office is situated in New Delhi with all modern infrastructure facilities. We are having total strength of 300 employees working in different process of Product management, Sales & Marketing, Quality Assurance, Production & Planing, Purchase, Field Administration & Human Resource development.
Supply Chain
To cater to the market demand, we have expanded our operations into the entire length & breadth of the country. We have closely knitted & wide distribution network of 6000 stockist, 52 C & F agents and workforce of 5000. Our supply chain system is well defined. We have made our strong presence in remote pockets, where no other companies have ventured before.
Distribution Offices
To manage the wide distribution network of stockist and C & F agents, Mankind has 3 major distribution offices situated in Meerut, Indore & Secundrabad.
Training Centre
Training is indispensable part for Human Resource Development .In order to maximize the development process of the employee, modern methods with the integrated techniques and all basic amenities & luxury treatment are being provided.
MARKETING OF PHARMACEUTICAL INDUSTRY
Marketing management is the practical application of this process. Pharmaceutical industry
had played an important role in building a strong human capital for the country. The
importance of this pharma company in the healthcare sector as well as the economy has been
increasing rapidly. The pharmaceutical marketing is different from consumer marketing, as in
this the products are usually not chosen by the consumers for there convenience, but it is
given by their consultant on their health complaints. Pharmaceutical marketing involves
selling of drugs and medicines to qualifies person who has the basic knowledge of medicines
Selling, consumer goods are quits easy, and involve less risk, but pharmaceutical marketing
involves selling of medicines that too through a mediator (doctor) to the consumer
Classification of Pharmaceutical Marketing
Pharmaceutical marketing is done in two ways-
1.) Ethical Marketing / Prescription based marketing.
2.) OTC(Over the counter) marketing.
1. Ethical Marketing / Prescription based marketing:
In pharmaceutical marketing, goods (i.e. medicines) are not sold directly to consumer
but through Physicians / doctors who prescribe the drugs to the patient. Physicians are
perhaps the most important players in pharmaceutical sales. They write the prescriptions that
determine which drugs will be used for the patient. Influencing the physician is key to
pharmaceutical sales. Ethical Marketing involves influencing the physician. In Ethical
marketing importance is given to prescription selling, target customer here is physician who
is qualifies enough to decide which medicine is better for his patient.
2. OTC Marketing:
The OTC stands for 'Over the Counter', which means the direct selling from the chemist
counter without any suggestion or the prescription of the physician. The drugs included major
in this category are the, Analgesics (Pain Killers) Antipyretic (For Fever.) Most of the
patients to save physicians fees do this type of treatment but it is ethically wrong.
Launching of the Pharmaceutical Products in Market:
Pharmaceutical marketing is the most challenging in today's world as it is approaching the
millennium. Today's pharmaceutical market is complex and multinational with products
primarily aimed at the maintence and improvement of people's health. Historically, this was
done with large pharmaceutical sales forces.
More than 10,000 sales force-Large Scale Organisation Less 1,000 sales force- Small Scale
Organisation
(Sales representative) meet to the physicians regularly providing information and free drug
samples according to the companies policy to the physicians. This is still the approach today.
As the competition is becoming stiff and due to entrance of
new players in pharmaceutical market, making call to physicians is not sufficient. Today
each and every pharmaceutical company is giving importance of the aggressive marketing
along with the Productive call in the doctors chamber of the medicinal product.
Aggressive marketing of the means providing the proper services to the doctor, chemist &
also take care of patients. Pharmaceutical marketing is stand on four pillars of, Doctor,
Chemist, Distributor, & also on Patients.
1) Physician:-
Physician is the person who prescribes the drug and is well aware of the medicinal value of
the product.
2) Retailers:-
Retailer who makes availability of the prescribing product & also providing the guidance in
the proper selection of doctor and about molecule to promote in doctor chamber.
3) Distributors:-
Distributor makes the proper availability of stock from company for the proper distribution in
the territory chemist and helps in selection of area or town to be covered.
4) Patients:-
Patients these are the direct and end users of the products. So these are so important.
Company will provide the medicines at the most economical rates for patient' Conveniences.
Promotion of Pharmaceutical Product:
The process of convincing the doctor also providing the information to retailer about the
product and doctors promise for product and taking order and give to the stockiest make
product available for the patient convenience is major duty of the medical.
Some of the techniques adopted by Pharma Company's are Steps of promotion of
pharmaceutical product.
Special comp nigh for some product
Targeting the Physicians for particular Molecule
Meeting to the physician.
Sampling.
Giving a regular follow-up
Providing informative literature.
Arranging Doctor's meet.
Giving gifts as token of gesture.
Advertisment of the product in books, journals and magazines used by the
physicians.
Participate in medical conference.
Product Promotional Pattern
In classification various techniques are used to promote and sell a pharmaceutical such as TV
advertising, distributing broachers, regular visits by medical representative, gift and sample
distribution. An ethical drug first has to be approved and recommended by a physician and
then sold to the patient or consumer, through medical stores, non ethical or patented products
can be directly sold to the consumer through persuasive advertising through various media
such as newspaper, magazine, radio or TV.
It can be sold through point of sale advertising which means poster in the medical shop or
window displays, but the proportion of non ethical or patented products is hardly about 20%
of the total output of drugs and pharmaceutical products.
Hence an indirect method, a round about way of promotion and distribution has been adopted
in pharmaceutical marketing. It can be shown diagrammatically as given under.
CHART
Flow chart of Pharmaceutical Companies Marketing Team
Drug & Pharmaceutical Co.
Managing Director
Production Marketing Sales Finance
Executive Executive Executive Executive
State Level State Level State Level State level
1.Division 2.Division 3.Division 4.Division
Area manager Area manager
Sale Sale
Supervisor Supervisor
Patient /
Direct
Physician or Doctors
Medical
Executive
Chemist / Retailer
MR MR MR MR MR MR
Marketing strategy adopted by Mankind pharma :
Marketing is the act or process of buying and selling in a market. According to Peter Drucker,
Marketing is : "Marketing and innovation are the two chief functions of business. You get
paid for creating a customer, which is marketing. And you get paid for creating a new
dimension of performance, which is innovation. Everything else is a cost center : "Marketing
is commercial functions involved in transferring goods from producer to consumer. The
American Marketing Association suggests that Marketing is "the process of planning and
executing the pricing, promotion, and distribution of goods, ideas, and services to create
exchanges that satisfy individual and organizational goals."
Marketing Strategies:
The strategies define general approaches you will take to meet your objective. To be most
effective, marketing strategies should be integrated into marketing plan (which in turn should
be part of the business plan). By integrating strategies into overall company plans, better
business objectives can be achieved. Marketing strategies are the result of a meticulous
market analysis.
Marketing strategies adopted by Mankind Pharma. Mankind Pharma is leading
pharmaceutical company having a range of product used as medicine. The company has the
sound marketing strategy, which has helped the company to prosper. Since Pharma marketing
is indirect marketing, company has developed strategy to sustain and to prosper in the market.
The main features / characteristics company's marketing strategy mainly includes-
1] Company has framed the strategy keeping III core the prescribers.
2] Company has also framed strategy keeping III mind the retailers also.
3] Company has developed strategy keeping in view the Sales force that is the important
weapon of the company.
4] Company has given prime importance to the patient I.e. direct customer by making
economy in the product.
Strategy for prescribes physicians
Physicians are the target customers for the company; hence the company is always trying to
develop the strategy so that there is increase in the physicians.
The strategy developed for the doctors mainly includes -
Conduction survey.
Checking the potentiality of the doctors.
Positioning of the product.
Detailing of the products to the doctors.
Sampling
Regular follow-ups
Providing the informative literature.
Organizing Health check-up camps.
Categorizing Doctor according to the prescription support.
Giving Gifts as token for gesture.
Sponsorships.
"A Quality market survey is the key for the success".
Company always follows this principle strictly. Company has its own format of
survey, which has to be filled at chemist retailer counter.
The purpose of this mainly includes.
To check the potentiality of the doctor in terms of patients checked,
prescription generated by the doctors, and rupees value of the
prescription.
To check the liking of the Doctor in particular molecule, combination.
To check the existence of the competitor product & if exist what is the
position of the competitor's product.
Positioning means placement of product in the market by identifying the needs of the
customer. By Positioning the product the company is able to more precisely meet the needs of
more customers and consequently to gain a higher overall level of share or profit from a
market. And also positioning is depending on the seasonal requirements. In Parma marketing
the positioning of the product is done the basis of the indication in which the drug has the
medicinal values and accordingly the product is promoted. Mankind Parma also follows the
same principle. However they have been categorized depending upon the benefits of the
product in the disease or disorder.
FOR EXAMPLE :
The drugs used in treatment of hyperacidity are categorized & Proton pumps inhibitors
and is positioned and promoted to the Gastroenterologist mainly, who are specialist in the
treatment of ulcer of stomach or intestine.
After conducting the survey and determining the potentiality of the doctors, the next step
is to meet the doctor personally and detail him the quality and benefits of the product."
Mankind Parma always believe in Productive call."
Company appointed medical representative who perform this job by means of a visual
aid does the detailing of product to the doctors. Visual aid is a printed material, which
visualizes the USP's (Unique selling point of the product) and important aspects of the
product.
As the name suggest the Visual aid helps to emphasis the benefits of the product visually.
Company always tries to use the visual aid, which will magnify the benefits and USP,s of the
product effectively.
Sampling is a free distribution of the product to the doctor, so that he can ensure result of the
products. Sampling is done to the physician and to the doctors through the M.R. so that the
doctor can give the product to the patients and ensure the result of the product in the Patient.
The sampling policy of Company is quite specific.
This is another important marketing tool, which the company is using tactfully & skilfully.
Regular follow-ups means doing something special or unique which will make the doctor to
remind the product or conducting the activity that will continuously hammer the product in
the doctor's mind.
Regular follow-up mainly include sending a reminder card to the doctors, requesting the
doctor to prescribe the product. Sending reminder cards also include drafting & sending a
thanks-giving note to the doctor for extending their prescription support to the doctor.
Company always give emphasis on importance of regular follow up.
As the name suggest the Visual aid helps to emphasis the benefits of the product visually.
Company always tries to use the visual aid, which will magnify the benefits and USP,s of the
product effectively.
Sampling is a free distribution of the product to the doctor, so that he can ensure result of the
products. Sampling is done to the physician and to the doctors through the M.R. so that the
doctor can give the product to the patients and ensure the result of the product in the Patient.
The sampling policy of Company is quite specific.
This is another important marketing tool, which the company is using tactfully & skilfully.
Regular follow-ups means doing something special or unique which will make the doctor to
remind the product or conducting the activity that will continuously hammer the product in
the doctor's mind.
Regular follow-up mainly include sending a reminder card to the doctors, requesting the
doctor to prescribe the product. Sending reminder cards also include drafting & sending a
thanks-giving note to the doctor for extending their prescription support to the doctor.
Company always give emphasis on importance of regular follow-up. The company have
made it mandatory that, each and every medical representative should send reminder cards to
the doctors. For the doctors located at distance, Company asked the M.R. to send postcards
regularly that too hand written.
As the mission indicates company's aim IS to serve humanity. Supplying informative
literature is a part of it. Informative literature is supplied to the doctors; physician. The
purpose behind supplying literature is to make the doctor's aware about the medicinal value
of the product. Informative literature is very important tool in launching of a new product, as
the product is new it is necessary to supply the informative literature with specific and valid
references, so that the doctor is convinced about the product and its benefits. Sometimes
literature is also provided with the aim of crating health aware Company use effectively both
type of literature.
This activity is carried out by the company to meet with mission of company. Company also
arranges regular heath check-up camps are organized by company. Such type of camps serves
dual purpose for the company.
By organizing such camps company shows that they aim of creating health aware. At the
same time through such camps company promote their products to doc. Recently company
organized a BMD camp (bone Mineral Density Test Camp) with aim of determining the bone
calcium level and to promote their product "Calcikind".
Once the product is promoted to the doctor and regular follow-up is given the corn ask their
medical representative to categorize the doctors on the basis of the prescribe support per
month.
Prescription Support is valued in terms of money value, accordingly the doctor
categorize as :
* Most, important doctors (M.LP.), generating prescription-has rupees value
5000-10000 per month.
* Very important doctors (V.LP), generating prescription-has rupees value
2500 - 5000 per month.
General Category (G.P.) generating prescription having rupees up to 1000 - 2500 per month.
This is supplementary method adopted by the company to boost up the sell. In this method
depending upon the category of the doctors; Gifts are given as token fir gesture. Giving Gifts
gives an impression in the mind of the doctor that they are special for the company.
This IS another supplementary method adopted by the company to boost up the sell. In this
method company gives sponsorship to the doctor for the IMA conference organized.
Beside the main marketing strategy adopted by the company the company has also adopted
the other strategies which mainly includes,
Strategy related to Price.
Strategy related to the chemist.
In today's world medication is becoming costlier and people are looking towards economy in
medication. Mankind has very well understood this human psychology and has skilfully
developed strategy to use this psychology for marketing purpose. Mankind selling their
product at the price economic to the patient purpose behind adoption of such strategy is to
create liking in the mind of the prescribers / doctors & to create a long-term prescription
support from the medicinal professionals.
Another reason behind selling product at economic price is to influence the prescription
behaviour of the prescribers / doctors.
Chemist is also an important pillar in pharmaceutical marketing. All the efforts are in vain, if
the doctors prescribe the product but it is not available with the chemist. Mankind has
understand the importance of the chemist have in pharmaceutical marketing and has
developed separate strategy keeping in core the chemist.
Giving Discount on purchase.
Giving Additional offers on purchase.
Giving gifts on purchase.
Facility of expiry reimbursement.
In this type of the marketing strategy Mankind is trying to influence the chemist
purchase behaviour.
When it started in 1995, Mankind had a presence in just two states. Today, Mankind covers
the entire length and breadth of India. The company focuses on the grassroots by tapping
small towns and rural areas through its team of about 1,900 medical representatives. It is
doing fairly well even in cities like Delhi, Chennai, Mumbai.
The company is aggressively expanding its domestic sales through its existing divisions,
namely Mankind, Discovery Mankind and Life Star, as a business strategy. For instance, the
Mankind division has a mixed bag of cardiovascular and diabetic products. Mankind’s
domestic formulations business is expected to grow at a whopping 40 percent.
The Discovery Mankind division was launched about two-and-a-half years ago. With a field
force of 650 medical representatives and managers, already quite a few brands of Discovery
Mankind have reached to the top five positions in their respective segments. They are
Zenotin, Sparkind, Nobel Gel, Nuforce-3 Kit, Fynal, and Mahacef. The relatively new Life
Star division is yet another sister concern of Mankind Pharma, which has inducted around
100 field people so far. The focus of Life Star division of Mankind is on ophthalmology and
the dermal segment. Very soon, it will be entering into anti-malarial segment.
ANALYIS OF DATA
After studying Marketing strategy of Mankind Pharma,the total number of doctors and their
category are determined. The finding is as follows.
CHART -1
GP PAED CARDO GYNC OTHER
-10%
0%
10%
20%
30%
40%
50%
60%50%
20%
10% 15%
5%
CATEGORIZATION OF DOCTOR'S
CATEGORY OF DOCTORS
PERC
ENTA
GE
Where; G.P - General Practitioner - GYNC– Gynaecologist
PAED - Paediatrics - CARDO - Cardiologist -
From the above graph it shows that the G.P. Doctors having major
involvement in the categorisation of the doctors.
GP PAED CARDO GYNC OTHER
50% 20% 10% 15% 5%
Determining the potentiality of the doctors
Doctor’s potentiality was determined considering the following factors:-
No. of prescription generated by the Doctors/Day
Chart -2
GPPAED
CARDOGYNC
OTHER
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
40%
20%
10%
25%
5%
Number of prescription generated by the Doctors per day
CATEGORY OF DOCTORS
PERC
ENTA
GE
GP PAED CARDO GYNC OTHER40% 20% 10% 25% 5%
In the prescription generation by Dr’s per day, the G.P. generated more
prescriptions per day as he treats all types of patients than the other specialist
person.
Chart-3
In this part of data,how the Doctors get introduced to the product is
determined.The following is expressed in the below graph.
MRDRUG INDEX
BOOK ADVOTHER
SOURCE
0%
10%
20%
30%
40%
50%
60%
70%
80% 75%
10% 10%5%
Introduction of Doctors to medicinal products
SOURCE OF INTRODUCTION
PERC
ENTA
GE
Source of introduction
MR Drug index Book
ADV Other source
%(perc.) 75% 10% 10% 5%
In this graph, it is observed that the majority of the Doctor come to know
about the product from the MR.
Chart-4
Here the Doctors method of prescription generation is described, where
survey was conducted to find out whether Doctors prescribe medicines by Brand
Name, Generic Name, or by contents. The findings of the survey are expressed in
the above graph.
BRAND NAMEGENERIC NAME
CONTENTS
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
90%
3% 7%
Method of prescription generation
Perc
enta
ge
Brand Name Generic Name Contents 90% 3% 7%
In this graph it is cleared that majority of doctors prescribed the product by Brand Name.
Introduction of products to Chemist
Chart-l
Chemist data is described to determine the influence of the chemist buying behavior of the
product and the influence of the company's strategy on the chemist buying behaviour. In this
data, how chemist gets aware of the medicinal product is determined. The finding of the data
is expressed in the above pie-chart.
75%
15%5% 5%
Introduction of Products to Chemist
Through MR Through Doctors's RXThrough Distributor Other Source
From the pie chart it is clear that most of the Chemist get aware of the product through
Medical Representative appointed by the company.
Preference of chemist to the product
Chart-2
Here the chemist’s preferences to the product is determined. The finding of data
determined as above.
70%
10%
20%
Chemist Preference To The Product
Doctor's Pre-scribed ProductProduct with SchemeHigh Profit Margin Product
From the Pie-chart it is clear that, chemist like to keep product, which is
prescribed by the Doctors.
OBJECTIVES
To study existing marketing strategies of company.
To study the promotional of product among field force and distribution channels.
To observe product and improvement (if needed) to meet a changing market need or
customer's taste.
To study the sales ranking of the various products of Companies as per ORG IMS.
To check the potentiality of the doctors.
SCOPE
METHODOLOGY
Methodology is often used in a narrow sense to refer to methods, technology or tools
employed for the collection of data as well assist processing. This is also used come times to
designate data collected to arrive at the conclusion. It provides answers to some of the major
question while research like what must be done, how it will be done, what data will be
needed, what data gathering devices will be employed, now sources of data will be analyzed
to arrive at the conclusion.
The choice of data collection techniques for this study includes.
Internet
Surveys
In this project, the survey method is adopted for collecting
the data by the various techniques as.
1] Personal interview –Mr.J.S.BHATTAD
DATA ANAYLSIS
