A

Report Submitted to
SVKMs
Narsee Monjee Institute of Management Studies (NMIMS)
Mumbai
As a part of Management Internship Program (MIP) for
M.Pharm (Pharmaceutics) +MBA (Pharm tech-Healthcare management)
By
Sameer Bhide
Under the guidance of
Mr. Ashutosh Ojha

SVKMs NMIMS
Shobhaben Pratapbhai Patel
School of Pharmacy & Technology Management,
Vile Parle (W), Mumbai-400056

SPP SPTM , SVKMs NMIMS,

Mumbai 1

A report on

Territory sales and marketing management of Gastron

Products (Gastroenterology) division at Alembic
Pharmaceuticals

Submitted By:
SAMEER V. BHIDE
in partial fulfilment of the requirement
Of 3 years Integrated M.Pharm (Pharmaceutical Analysis) +MBA (Pharm
Tech-Healthcare Management)
SVKMS NMIMS
SPP School of Pharmacy & Technology Management

Industry mentor:

Supervisor:

Mr. Mayank Gupta

Mr. Ashutosh Ojha

Area Business Manager

Assistant Professor

Gastron Division, Delhi

SPP SPTM NMIMS,

Alembic Pharmaceuticals Ltd.

SPP SPTM , SVKMs NMIMS, Mumbai

2

ABSTRACT
The Indian pharma industry is on a good growth path and is likely to be in the top
10 global markets in value term by 2020, according to the PwC report titled India
Pharma Inc: Gearing up for the next level of growth. With new competitors invading the
market with innovative molecules and technologies it becomes extremely necessary for
the existing companies to pull the trigger with aggressive marketing plans and selling
strategies. Sales process of the pharma brands completely depends upon medical
representatives who represents the brands in front of medical practitioner and plays
important role because they promote the brand and provides doctors information and
convince to prescribe.
This project completely help to understand the entire working of the sales force
that helps bridge the gap between that of the marketing department (PMT Team) and the
customers. The project deals with the learning, findings and challenges faced while
carrying out the field work. Effective communication skills, situational detailing,
complete knowledge of the product basket, RCPA (Retailer chemist prescription audit),
information about competitors products and prices, relationship building, time
management, planning were some of the vital strategies which were implemented to make
products stand out in the over competitive market.
This project also involves conducting camps in which we direct endorse our
brands to doctors and generate prescriptions and ultimately sales. This whole project
gives idea about ground level reality as well as on what aspects marketing team should be
work to position our brand in the minds of customer. This also gives insights of Indian
pharma
industry at field force level.

SPP SPTM , SVKMs NMIMS, Mumbai

3

INTRODUCTION
The Indian pharmaceuticals market is third largest in terms of volume and thirteen
largest in terms of value, as per a pharmaceuticals sector analysis. The market is
dominated majorly by branded generics which constitute nearly 70 to 80 per cent of the
market. Alembic Pharma is the 20th largest company in the country and reverts back a
turnover of more than 1000 crores as per latest IPM report.
In pharma to achieve sales we need to treat our Customer as king and in our case
Medical practitioner is ultimate customer. To provide information regarding our products
sales force plays crucial role. Medical sales representatives are a key link between
medical and pharmaceutical companies and healthcare professionals.
Pharmaceutical sales representatives promote sales through one-on-one and group
presentations with prospective clients, during which the pharm rep communicates current
information about treatment programs, explains the characteristics and clinical studies
associated with the given products, provides product samples, and takes orders. They may
make presentations and organise group events for healthcare professionals, as well as
working with contacts on a one-to-one basis. They sell their company's products, which
include medicines, prescription drugs and medical equipment, to a variety of customers
including GPs and hospital doctors, pharmacists and nurses. They work strategically to
increase the awareness and use of their company's pharmaceutical and medical products.
The major objective of the project is to understand the entire working of the sales
force that helps bridge the gap between that of the marketing department to that of the
customers.
This project was completely focused on, to know the basic function of sales activity
and its flow process, understanding supply chain of the company, identify the potential
doctors in North Delhi region. This project includes visiting doctors maximum time, pre
call planning, conducting retail chemist prescription audit (RCPA), conducting camps
according to products need which gives advantage to endorse products, after call chemist
analysis, meeting stockist and understand different activities conducted by pharma
companies in the market.
SPP SPTM , SVKMs NMIMS, Mumbai
4

COMPANY PROFILE

Alembic

Pharmaceuticals

Limited,

established

in

1907,

is

leading

pharmaceutical company in India. The Company is vertically integrated with the ability
to develop, manufacture and market pharmaceutical products, pharmaceutical substances
and Intermediates. Alembic is the market leader in the Macrolides segment of antiinfective drugs in India.
Alembic's manufacturing facilities are located in Vadodara (Gujarat) and Baddi
(Himachal Pradesh). The plant at Vadodara has the largest fermentation capacity in India.
Alembics therapeutic coverage in the domestic market is dominated by the antiinfectives segment. Prior to the acquisition of Dabur Pharmas non-oncology business
(chronic portfolio) in 2007-08, the company only had a marginal presence in the lifestylerelated segments such as gastro-intestinal, cardiovascular (CVS) and antdiabetes. Since
then, the company has managed to establish a reasonable presence in these chronic
segments but its portfolio still remains highly concentrated in the anti-infectives segment
(~44% of domestic sales in 2009-10).
Mission
To provide access to the best healthcare products at affordable prices to everyone, present
anywhere in the world.
Vision
To become a knowledge-driven global pharmaceutical company with the highest level of
operational excellence in all spheres.
Alembic mainly function in various divisions and these divisions specialised in different
category of therapeutic area. Those divisions are as following:
1. Pharma
2. Mega care
3. Maxis
4. Alcare
5. Intensa

SPP SPTM , SVKMs NMIMS, Mumbai

5

6. Osteofit
7. Eyecare
8. Zenovi
9. Summit
10. Specia
11. Enteron
12. Veterinary
13. Corazon
14. Respiratory
15. Elena
16. Gastron
17. Quron
18. Megaclav

The major turnover comes from the divisions comprising of Macrolides that has always
been Alembics golden hen. The divisions handling the Macrolides are Pharma division
with Roxid, Megacare division with Azithral and Maxis division with Althrocin. The
Speciality divisions include Gastron, Ostofit and Eyecare. Zenovi is concerned with
gynaec products, Summit division with Cardiac and Diabetic products, Specia with
Cardiac and Diabetic products, and Enteron with Gastro products.
PRODUCT BASKET:
1) F R E E G O
FREEGO 90gms/180gms
A combination of lactitol monohydrate and isapghol husk an osmo
bulk laxative.
The combination forms a homogenous solution in water not
forming lumps and making it easy for the patients to swallow.
Competitors:
Looz solution, lactifiber

SPP SPTM , SVKMs NMIMS,

Mumbai 6

2) RAFLE GROUP

Rafle is a gut specific antibiotic of Rifaximin

Rafle 200: This strength is used in infectious diarrhea in IBS D

patients
Rafle 400: This strength is used to reduce SIBO (small intestinal
bacterial overgrowth) in IBS D patients.
Rafle 550: This high strength of rifaximin is used in treating
hepatic encephalopathy. Reducing frequent hospitalization of patients
with hepatic encephalopathy.
Competitors: Rifagut
3) URDIOGEM
Urdiogem 150/300mg
A formulation of Ursodeoxycholic acid for treating Viral hepatitis,
Jaundice NAFLD (non alcoholic fatty liver disease) ALD(alcoholic
liver disease)& Cholestatic liver
Competitors:
Ursochol
4) ACTIGUT
Actigut is a preprobiotic combination of
Lactobacillus acidophillius
Lactobacillus rhamnosus
Bifidobactrium bifidum
Bifidobacterium longum
Sacchomyces boulardii
Streptococcus thermophillus &
Fructooligosaccharide to enhance the growth of probiotics the formulation
Actigut reduces the growth of ppms (probable pathogenic
microorganisms) and reduces pain and bloating in IBS patients.
5) PANPLUS GROUP Panplus L Panplus D40 Panplus 40/20
A Pantoprazole combination with levosulphiride/ D o m p e r i d o n e
SPP SPTM , SVKMs NMIMS,
Mumbai 7

PROJECT WORK
The project is mainly based on managing marketing and sales activities of Gastron
divisions
products which are dealing with Gastroenterology category. It was carried out in North
DelhiDelhi.
The project objective includes:
1.
the

To search the potential doctors (Gastroenterologist and general practitioner) in

North Delhi region and make list of the same.

2.

To meet all doctors more than twice in a month and provide product
information as well as conduct different marketing activities.

3.

To achieve maximum sales from area and to achieve given targets.

4.

To conduct retail chemist prescription audit (RCPA) and sales check (stockist)
every fortnightly and sales closing at month end to check primary sale of the
month.

5.

To analyse data which will be received from chemist and plan next visits to the
doctor.

6.

To conduct IBS camp for the product and generate direct sales for the
company also put LAMA boards at clinics.

7.

To observe behaviour of doctors and classify them in the different categorises

on the basis of their practice.

Scope of the project:

A list of 120 doctors was given. The prescribers were supposed to be reminded constantly
and non - prescribers were to be converted. This would help increase in the sales and
achieving companys sales target.

The territory given was Pitampura, Rohini,

Shalimarbagh, Kamalanagar, Civil Lines, Ashok Vihar area. (Delhi)

The methodology adopted to carry out the project work:
The project started with searching doctors in the North Delhi region who are
prescribers as well as non-prescribers of our products.
SPP SPTM , SVKMs NMIMS,
Mumbai 8

 The list of doctors was prepared and approval was taken from Area Business
Manager for the same.
Gastron division have 3 groups prominently (Freego Group, Rafle group and
Urdiogem group).
Before visiting doctor a Chemist audit is conducted and then depending upon the
chemist feedback communication context is decided.
In the visit provide doctor with clinical data, product description and product
information and try to convert doctor for our products.
As a part of marketing activity IBS camps are conducted where our products has
been endorsed to the doctor and patients gets samples.
Along with the camps some activities promotional activities were carried:
o Conferences
o CME-Continuous medical education
o Small gift cards and samples
RCPA plays important role in sales to understand doctors prescription pattern and
competitors market position in the market. Hence to get the information from
RCPA following format has been used by the company:
Sr.

Name of

Available

Value of

POB

no.

the chemist

product

product

value

Market feedback

Table No. 1 RCPA format

On basis of current market sales we met stockist for closing of sales at every end
of the month and took order to increase the secondary sales of the company.

SPP SPTM , SVKMs NMIMS,

Mumbai 9

Company

CNF agent

Stoc kist

Chemist

Patient

Companys supply chain format has been identified and Alembic follows simple
supply chain format. After ordering the product retailers receives products within a
day and we can say that company has efficient supply chain.
This project work has been conducted till now and this work helped to a lot to
understand how actually sales force and sales in the pharma plays crucial role.
Problems encountered during project:
Many problems were faced during the initial period of field work. Some of the issues
which came during the training were:

Vacant territory-last 2 months

Non availability of products at chemists

Poor sales

Differentiating-Different type of doctors(Activity based and Face value doctors)

Locating Doctors

As dealing with gastroenterology division so many doctors are not available

due to emergency cases and delivery timings.

SPP SPTM , SVKMs NMIMS,

Mumbai 10

Non supportive doctors for non - cost effective product and convincing them was a
task.

Stubborn doctors who refuse to prescribe because of prior commitments or other

reasons.

Card System for Doctor visit and also weird timing for acceptance of card (7:30 to
8 oclock in the morning and doctor visit time is 1:30 to 2 oclock in afternoon)

Once a month doctor visit system for few potential doctors.

Difficulty in tracking the prescriptions at hospitals and doctors potential towards

our brands (eg. Max Hospital)

Some of these issues were tried to be resolved by discussing with Area

Business manager.

References:
1. Companys website- www.alembic.com
2. Stockiest data that will help to analyze performance.
3. Previous RCPA reports will help to identify the flow of doctors
prescriptions and potential of the area/ doctors.

SPP SPTM , SVKMs NMIMS, Mumbai

11