Chapter — 15 Chapter - 16 Chapter —17 Recommenda tion Conclusion Reference Appendix 14.3 Events & Experiences/Sponsors 14.4 Public Relation/Government Lobbying 14.5 Corporate Social Responsibility Marketing Budget & Expenditure 15.1 Promotion and its effect on sales Pricing Strategies 16.1 Steps in Setting Price Breakeven Analysis 17.1 Breakeven Analysis 17.2 _Breakeven equation 48 49 49 51 57 58 62 63Chapter -1 Defining Marketing Management (Theory 2000 — 2010 & Theory 2011 — 2015) relates with Company’s Marketing ManagementChapter -1 Introduction 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, located at Shampur-Kadamtali I/A, 10 km 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 antiulcerants, antibiotics, NSAIDs, antipyretics, vitamins & minerals, laxatives, cardiovasculars, antidiabctics, steroids, antispasmodics, aatihistamincs, antipsychotics, anticmetics, antiseptics and many more. Itstarted 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 & othe:s bio-tech products. The project work for its grd 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 us to manufacture amino acid, hormone, vaccine, anti-cancer products ete. Aristopharma conducted bioequivalence study for its products like Omep (Omeprazole) Capsule, Metacard MR (Trimetazidine) Tablet, Lodipin-5 (Amlodipine) Tablet, AZ (Azithromycin) Capsule & Suspension, Aropen (Meropenem) Injection ete. The company also conducted clinical trials on Taxetil (Cefpodoxime), Afix (Cefixime), Metacard MK (Trimetazidine), Intravas (Enoxarin), Ipec-Plus (IPC+Folic Acid+Zinc) etc. and the results of these studies showed that they are as effective as innovators’ brands. It may be mentioned that clinical trials on some other products are ongoing at different hospitals and universities. With the aim to cope with the challenges of globalization, Aristopharma Itd. stepped beyond the boundary of Bangladesh in 2000, Vietnam being the first country to export. Today Aristopharma exports it quality medicines to 25 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 9001:2000 certificate in 2005. The certificate was issued by Orion Registrar Inc. USA, one of the prime certification bodies in the world. Later on the certificate was upgraded to 180 9001:2008 standard. Today around 4000 employees are relentlessly working for Aristopharma in its journey to build healthier future.Defining Marketing Management (Theory 2000 — 2010 & Theory 2011 — 2015) relates with Company’s Marketing Management 1.1.1 Definition of Marketing Management (Theory 2000 — 2011) > Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. 1.2 Definition of Marketing Management (Theory 2012 — 2016 +) > Marketing management depends on the size of the business and the industry in which the business operates. Effective marketing management will use a company's resources to increase its customer base, improve customer opinions of, the company’s products and services, and increase the company’s perceived value. 1.2 How the Definitions are related with Company's Marketing Management Aristopharma’s marketing management relates with both the theories of 2000-2011 and 2012-2016.These theories emphasize on maintaining a sustainable growth by adding value to the customers by delivering and coramunicating superior customer value. 1.3 Marketing ‘The theme of ARISTOPHARMA’s Marketing is to care for its customers and this responsibility doesn't lie only on the shoulder of Marketing Department rather all the company’s departments work together to serve the customers’ interests. And by the customers we don’t mean only the external eastomers, but also the internal eustomers ic. our employees. Thus we always thrive to build and maintain an integrated marketingenvironment within the organization. However, the core marketing job is accomplished by six deparlnents- Product Management, Sales, Distribution, Medical Services, Sales Training and Market Research. 1.4 Market Research Team (MRT) ‘The Market Research Team conducts prescription audit throughout the country to find out the prescription behavior of the doctors, which acts as the major input for formulating marketing strategiesChapter-2 Mission — Vision — Business Plan — Corporate Strategy