Acknowledgement Before we get into thick of things, I would like to add a few words of appreciation for the people who have been a part of this project right from its inception. The writing of this project has been one of the significant academic challenges we have faced and without the support, patience, and guidance of the people involved, this task would not have been completed. Itis to them we owe our deepest gratitude. It gives us Immense pleasure in presenting this project report on “Aristopharma” It has been our privilege to have a team of project guide who have assisted me from the commencement of this project. The success of this project is a result of sheer hard work, and determination put in by me with the help of my project guide. I hereby take this opportunity to add a special note of thanks for Prof. Dr. Mahmodul Hassan, who undertook to act as my mentor despite his many other academic and professional commitments. His wisdom, knowledge, and commitment to the highest standards inspired and motivated me. Without his insight, support, and energy, this project wouldn’t have kick-started and neither would have reached fruitfulness. Lalso feel heartiest sense of obligation to my library staff members & seniors, who helped me in collection of data & resource material & also in its processing as well as in drafting manuscript. The project is dedicated to all those people, who helped me while doing this, project.Executive Summary Aristopharma Ltd. is a leading pharmaceutical company in Bangladesh. The company started its journey in 1986 with the honest promise of providing quality medicines at affordable prices to countrymen. Its state-of-the-art manufacturing plant, lucated at Shampui-Kadautali 1/A, 10 kun from central Dhaka, is equipped with highly sophisticated and advanced facilities. The facility is planned and designed to meet the local as well as international demand both qualitatively and quantitatively. Aristopharma manufactures medicines of wide range of therapeutic classes like antiuleerants, antibiotics, NSAIDs, antipyretics, vitamins & minerals, laxatives, cardiovascular, antidiabeties, steroids, antispasmodics, antihistamines, antipsychotics, antiemetics, antiseptics and many more. It started manufacturing sterile ophthalmic products in 2002 and presently is maintaining no. 1 position in ophthalmic market in Bangladesh. Aristopharma’s 2nd plant with 66,000 sqft. floor area was built in 2010 beside the existing plant to manufacture hi-tech products like inhalers, lyophilized injections, pre- filled syringes, suppositories, insulin & others bio tech products. The project work for its 3rd plant as per US FDA/UKMHRA standard is progressing at Gacha, Tongi. The plant once completed would open up export opportunities to USA & European markets. Apart from normal tablet and capsule this plant would help to manufacture amino acid, hormone, vaccine, anti-cancer products etc. Aristopharma conducted bioequivalence study for of its few products and also conducted clinical trials on other few products. They claimed on their website that the results of these studies showed that the studied products are as effective as innovators’ brands. With the aim to cope with the challenges of globalization, Aristopharma ltd. stepped beyond the boundary of Bangladesh in 2000, Vietnam being the first country to export. Today Aristopharma exports it quality medicines to 21 countries of 5 continents and is moving aggressively to expand and extend its export market.As a recognition to its Quality Management System, Aristopharma achieved ISO o01:2000 cerlificale in 2005. Later on the cerlificale was upgraded lo ISO 9001:2008 standard. Tod: ound 4000 employees are relentlessly working for Aristopharma in ils journey to build healthier future. Their motto is “Quality the unit we count”.Chapter Chapter - 2 Chapter -3 Chapter - 4 Chapter - 5 Chapter ~ 6 Defining Marketing Management Introduction 11.1 Definition of Marketing Management (Theory 2000 ~ 2011) 11.2 Definition of Marketing Management (Theory 2012 ~ 2016 +) 1.2 How the Definitions are related with Company's Marketing Management 13 Marketing 14 Market Research Team (MRT) Mission — Vision — Business Plan — Corporate Strategy Qa Vision 22 Mission 2.4 Business Plan 24 Corporate Strategy SWOT Analysis 3a Strength 3.2 Weakness 33 Opportunities 3.4 ‘Threats PESTEL 41.1 Political Analysis 41.2 Beonomic Analysis 4.3 Social Analysis 4.1.4 Technological Analysis 4.1.5 Ecological/Environmental Analysis 44.6 Legal Analysis Michael Porter's Five Forces 5a. 52 53 54 55 Industry Rivalry Bargaining Power of Suppliers ‘Threat of Substitute Bargaining Power of Buyer Threat of New Entrants Page Number ae Dana 10 10 10 12 13 13 13 14 18 18 18 19 19 Marketing Strategy & Core Marketing Concept + Market Segmentation 6.1 Marketing Strategy onChapter 7 Chapter 8 Chapter- 9 Chapter ~10 Chapter 11 Chapter ~ 12 Chapter — 13 Chapter ~ 14 Sales Clinical Research & Medical Services Core Marketing Concept Needs ‘Wants Demands ‘Target markets Positioning Segmentation Value and satisfaction Heavy CSR cetivities Marketing Mix (7P) + 4C 7A (7P): Aristopharma 7.2 4Cs: Aristopharma Value Chain Model 81 A) Primary activities: 8.2 _ B) Support activities: TQM — Loyalty — Quality & Control oa Loyalty 92 Quality 93 TMQ Brand & Branding 10.1 Brand 10.2 Branding Box Analysis of Brand Elements BOX analysis Brand Dynamic Pyramid Brand Dynamic Pyramid: The Five M's of Advertising 5Ms Mass communication 141 Advertising Budget & Camping Cost 14.2 Sales Promotion& budget 4 4 22 22 22 22 22 22 E88 28 29 31 32 34 34 34 36 38 40 42 46 47