A

SYNOPSIS
ON
Marketing Strategy of Mankind Pharma

2016-17

SUBMITTED IN THE PARTIAL FULFILLMENT FOR THE AWARD OF

BECHELOR OF COMMERCE (B COM.)
MATS UNIVERSITY

GUIDED BY
SUBMITTED BY
T.G Madhusoodnan
Bhattacharya

MU13BCM086

Mihir

Synopsis on Mankind Pharma

Introduction
Mankind Pharma, came into existence in 1986. In 1991, the company was formed into a
legal corporation. However, it actively started working as a fully integrated pharmaceutical
company in 1995. Today, we have 11,000 employees and are heading towards a turnover of INR
50000 million.
Our vast network includes 50 C&F agents and 7500+ stockists. We provide a wide range of
products Antibiotic, Antifungal, NSAIDs, Gastrointestinal, Anthelmintic, Cardiovascular,
Dermal, Erectile Dysfunction, and several other categories across the nation.
We take great pride in the success of our products ranging from Pharma, OTC and FMCG brands
like Manforce Condoms, Manforce Tablets, Manforce Staylong Gel, Unwanted 72, PregaNews,
Adiction, Gas-O-Fast, Kaloree 1, and our latest launch, Heal-O-Kind.
In 2007, Mankind acquired Magnet Labs Pvt Ltd, establishing a marketing presence in the
antipsychotic segment. Later in January 2010, the company acquired the former brand of UCB
Belgium, Longifene.
Today, Mankind operates in 11 overseas destinations across Asia, Africa, South-East Asia and
Gulf countries. Targeting the competitive markets of Commonwealth Independent States, the
company will soon begin operations in regions like Uzbekistan and Tajikistan.
Since its inception Mankind aspires to be customer-centric and a leader in the Indian markets.
Committed towards a healthier and happier world, we strive to provide accessible and affordable
healthcare.
Our Total Quality Management system adheres to cGMP regulation and we endeavour to achieve
and present the best quality standards in the industry. Our unique assets and skills are always

oriented towards developing novel and differentiating scientific solutions through innovative
products designed to improve the quality of life.
Mankind aspires to aid the community in leading a healthy life through two parallel objectives:
formulating, developing and commercializing medicines, and delivering affordable and
accessible medication that satisfies urgent medical needs.

Objective
Objectives of the Project entitled as Marketing Strategy adopted by Mankind
Pharma in Raipur region is as follows:
To study existing marketing strategies of company.
To study the promotional of product among field force and
channels.

distribution

To observe product and improvement (if needed) to meet a changing

market need or customer's taste.
To check the potentiality of the doctors. To undertake study of selected
potential doctor on the basis of random sampling.

Scope of study:
The study is related with District. In the project work there is enumerate the customer behavior
and the market scenario of the pharmaceutical products and also the factors the marketing of the
pharmaceuticals.

Company Profile
Mankinds in-house capabilities and trusted network of partners have helped it become one of the
most competitive and successful companies in the pharmaceutical industry.
Racing towards a turnover of Rs 50000 million, Mankinds success is attributed to the out-of-box
thinking capabilities and strategies of its experienced management team and field force. As a
performance driven company, Mankind values integrity, customer-focus and team work and
offers its employees an atmosphere conducive to their growth, health and well-being.
Mankinds tireless commitment to quality has earned the trust of its valued customers. Each
product passes through a series of stringent checks and controls before being made available to
the customer.
The Name
The company name Mankind was inspired from the belief that health is the
most precious gift to mankind and this ethos is enshrined in Mankinds aim of
working together to preserve this most precious gift.
The Logo
A bold and dynamic variation of the letter M signifies leadership. The arrow
denotes aiming high, while bold lines with an arrow signify the speed with
which the company grows and flourishes.
The Colour
The colour code denotes the trust that customers and partners have in the
company to deliver quality products.
Motto
Our motto of 'Serving Life' encompasses 3 major pillars:
Affordability: The very foundation of the company was laid on the belief that
affordable medicine is the right of every citizen. Mankind is committed to
making medicines accessible to the people.
Reach: Since more than 50% of the total population of India resides in
villages, their medical needs often go unattended. Along with metros and
Class-I towns, Mankind has concentrated in Class II to VI towns and rural
areas to ensure that affordable medicine reaches to every part of India.

Quality: Mankinds unending commitment to quality has made it the most

reliable pharmaceutical company. Delivering quality medicines at affordable
prices makes healthcare accessible to the people.

RESEARCH

METHODOLOGY

Research is common parlance refers to a search for knowledge. Research can define as a
scientific and systematic research on a specific topic. In fact, research is an art of scientific
investigation. The dictionary meaning of research is as "a careful investigation or inquiry
especially through search for the new facts in any branch of knowledge. Some consider research
as movement, a movement from known to unknown. Research may be defined as a systematic
and objective analysis and recording of controlled observations that may lead to the development
of generalization of principles or theories resulting in prediction and possibly ultimate control of
events. 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.

Research Design:
Research Design is type of blueprint prepared depending on various types of blue prints available
for the collection, measurement, and analysis of data. Research Design calls for developing the
most efficient plan of gathering the needed information. The design of the are search study is
based on the purpose of the study .A Research Design IS the specification of method and
procedure for acquiring the information needed. It is over all operation pattern or framework of
the project that Stimulate what information is to be collected from which source by what
procedures research purpose may be categories into four categories as.
i)
ii)
iii)
iv)

Exploration
Descriptive
Diagnosis
Experimentation

A flexible research design provides opportunity for considering many different aspects of
a problem considering appropriate. The purpose of the research study is of the Descriptive type
ie. the complete random selection of the sample from the universe.

Descriptive Study:
Descriptive study is undertaken in many circumstances when there is interest in knowledge. The
characteristic of certain groups such a age, sex, educational level, occupation or income,
interested in knowing the proportion of in a given population who have behaved in a particular

manner, making the projection of certain things or determining the relationship between two or
more variable , descriptive study may be Descriptive Research is the formal designs, such as
completely randomized designed, randomized block design ,Latin square design simple and
complex factorial designs , In this project the Randomized sample design should be implemented
for the research purpose .Descriptive data are commonly used for the marketing decisions, these
Studies are well structure. Design in such studies must be rigid and flexible and must focus
attention of following

What the study is about and why it being made?

What techniques of gathering data will be adapted?
How much material will be needed?
Where required data are can be found?

Processing and analyzing of the data

Reporting and findings. Descriptive study can be done with help of quantitative research. If
descriptive information is needed then a quantitative study is likely to the needed. The choice of
data collection techniques for this study includes. Descriptive study is likely can be done with
help of quantitative research.

Research Methodology Adopted

The Research Methodology adopted III the project IS purposive where information collected&
utilized to study the marketing strategy adopted by Mankind Pharma. The Research
Methodology adopted include following steps.
a)Sampling.
b)Data collection.
c)Analysis & conclusion of data.

RECOMMENDATIONS
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 checkup 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.

Conclusion.
After the detail analysis of primary and secondary data following conclusions aredrawn:Mankind Pharma categories the doctor based on prescription generation per day.
In pharma market there is stiff competition still Mankind Pharma doing well inthat competition
on the basis of Price and field force.
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
t h e 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 .
Mankind has major drawback is that they don't having there self R&D and also
manufacturing plant. Mankind take action on this matter by introducing the R&D dept
along with their manufacturing units.

WEBLIOGRAPHY
1.
2.
3.
4.

https://www.mankindpharma.com/company/our_brands
https://www.mankindpharma.com/company/companyoverview
http://www.ibef.org/industry/pharmaceutical-india/showcase
http://www.ibef.org/industry/pharmaceutical-india.aspx

BIBLIOGRAPHY
1. Website.
2. Journals.
3. Newspapers.Magazines