Professional Documents
Culture Documents
Report on Training
Submitted by:
DINESH KUMAR
14/NR/PB/BA005
Contents
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Table of Contents
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Acknowledgement...................................................................................................................
Executive Summary.............................
Introduction...
Company profile ..
Competitors
analysis.
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EXACUTIVE SUMMARY
The Training Program in MBA is very beneficial to have practical exposure of how things really
operate in market. Being a student who wants to mark in marketing field, the best place to gain
practical understanding of marketing is to do summer training in the marketing department of
Pharmaceutical Industry which can be regarded as one of the most dynamic industry in India. I
completed the summer training with Seagull Labs India. Which is recognized one of the fastest
growing pharmaceutical Companies by ORG-IMS. I am proud to work as an internee with
Laborate Pharma and the experience will surely help me in my future assignments as a marketing
professional. The absolute guidance and concern of higher management of the staff of all
departments especially the marketing department facilitated in making my summer Training a
wonderful learning experience in all aspects.
Summer training offered to me was six weeks was based on marketing project. Through these
projects, I was able to get direct interaction with different chemists along with staff of Finance,
Marketing- sales, Production and Logistics, Marketing communications, Administration and
Human Resources Departments of Laborate Pharma.
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Acknowledgement
No man is indispensable but there are certain mortal without whom the quality work there
suffers their guidance becomes important in acquiring quality results
I would like to express my deep sense of gratitude to Mrs. Dogra the director of Seagull
lavatories of Mehtpour (branch) and project guide Mr. Choudhary to give me an opportunity to
work in seagull lavatories and who has provided me with the necessary information and also
for the support extended out to me in the Completion of this report and his valuable
suggestion and comments On bringing out this report in the best way possible.
I would like to extend my special thanks to all the executives of Seagull lavatories Pvt. Ltd. and
its associates who have helped me directly or indirectly to complete this project work.
I am sincerely thanks to my friends to guide me and suggestion during my project work which
inspired me to put in best my efforts in the work
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Introduction
The pharmaceutical industry is the worlds largest industry due to worldwide revenues
approximately US$2.8 trillion. Pharma industry has seen major changes in the recent years that
place new demands on payers, providers and manufacturers. Customers now demand the same
choice and convenience from pharma industry that they find in other segment.
Indian Pharmaceutical Industry is poised for high consistent growth over the next few years,
driven by a multitude of factors. Top Indian Companies like Ranbaxy, DRL CIPLA and Dabur
have already established their presence.
The pharmaceutical industry is a knowledge driven industry and is heavily dependent on
Research and Development for new products and growth. However, basic research (Discovering
new molecules) is a time consuming and expensive process and is thus, Dominated by large
global multinationals.
Indian companies have only recently entered the area. The Indian pharmaceutical industry came
into existence in 1901, when Bengal Chemical & Pharmaceutical Company started its maiden
operation in Calcutta. The next few decades saw the pharmaceutical industry moving through
several phases, largely in accordance with government policies. Commencing with repackaging
and preparation of formulations from imported bulk drugs, the Indian industry has moved on to
become a net foreign exchange earner, and has been able to underline its presence in the global
pharmaceutical arena as one of the top 35 drug producers worldwide. Currently, there are more
than 2,400 registered pharmaceutical producers in India.
There are 24,000 licensed pharmaceutical companies. Of the 465 bulk drugs used in India,
approximately 425 are manufactured here. India has more drug-manufacturing facilities that have
been approved by the U.S. Food and Drug Administration than any country other than the US.
Indian generics companies supply 84% of the AIDS drugs that Doctors without Borders uses to
treat 60,000 patients in more than 30 countries.
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Products are extensively prescribed all over the country and we ensure satisfactory customer
service in terms of availability. They cover almost whole of India and Nepal with various
distribution centers from where a network of 300 wholesalers are supplied. They have a well
developed professional team of 150 persons covering all important cities and towns.
METHODOLOGY
Primary data collection: I collected all the data by personal interviews of Chemists of Leading
Nursing Homes and chemists of different locations of Himachal including: Bobby Hospital,
Sharma Nursing home, Rvindra Hospital, Goyal Hospital, Sanjeevni Hospital. And from the
company web-site and from my project guide Mr. choudhary and the executives of Seagull
lavatories Pvt. Ltd. and its associates.
S.No.
Contact No.
1.
9817513383
2.
9418365908
3.
9816390674
4.
9817300177
5.
9625762807
6.
9418494862
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HISTORY
Mr. D. Dogra
Director
Mr. S. Malhotra
Director
Seagull was incorporated in 1981 as Seagull Labs (I) Pvt. Ltd. to undertake marketing of
Pharmaceutical Formulations. In 1985, Seagull Pharmaceuticals Pvt. Ltd. was incorporated to
give focused attention to manufacturing activities. The founding members Mr. S. Malhotra and
Mr. D. Dogra along with the employees have made the company what it is today and carved a
niche in the minds of the Medical Professionals.
From the very onset Seagull brands like Capex Expectorant and Aglow-Fe started enjoying
major market shares so much so that well established multinationals were forced to monitor the
growth of their brands in the same segment. Since then the company's synergistic approach has
resulted in remarkable success in manufacturing and marketing of a wide range of products in
various therapeutic segment comprising analgesic, anti-inflammatory drugs, nutritional products,
products for respiratory segment and antibiotics.
In 1989, Seagull started its Ayurvedic unit and commenced manufacturing with the development
of three ointments Zerub (rubefacient), Zefort (arthritis) and Xorexin (bed sores).
VISION
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COMPANYS VALUES
COMPANY DEAL IN
Herbal products like laxatives, Rubifacients, Uterine tonic, Glactogogue, Baby oil, Hair oil and
many more.
Allopathic products portfolio for Respiratory, Gastroenterology, Gynaecology, Neutraceuticals,
Dentistry, Pediatrics and Orthopedics.
Interested in
Having Marketing tie ups for research based products, Biotech products, and to be a partner in R
& D Activity.
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Supply
Seagull Trading
Seagull aims to be single stop solution to all hospitals needs of its clients .Therefore Seagull has
tied up with superior producers in the surgical and medical disposable sectors such as Disposable
syringes, needles, sterile gloves, I.V. set, I.V cannula, feeding tube, scalp vein set and
examination gloves etc.
All products that reach to their clients through us are supervised and quality checked at every
stage. We at Seagull believe that every manufacturing endeavour must not only yield optimum
customer satisfaction but also fulfil the customers ever changing needs.
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PRODUCTION
Their most modern production facilities are equipped to manufacture tablets (coated, uncoated,
sustained released, chewable and dispersibles), capsules (soft and hard), dermatologicals
(ointment and lotions), liquids and injectables.
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Seagull has two production facilities located at Bhiwadi (Rajasthan), an industrial township in
the vicinity of Delhi - the capital of India.
These production units are laid out according to WHO GMP regulations is shortly awaiting the
approvals.
The production units are manned by trained production staff and senior supervisory staff for
stringent production check and in-process controls.
Tablets
Capsules
Ointments
Liquids
Injectables
600
150
20
10
50
Seagull is fast moving towards doubling the capacities by the year 2002.
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Their team at the production facilities is constantly studying and upgrading the processes and
staff competency as required by advancements in the pharma industry.
PRODUCTS
Prescription Medicines
Aglow Fe
Capsule
Exports
Gravimem
Injection
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Duozid-Forte
Tablet
Fertile Tablet
Fertile-M
Tablet
Ibustal Cream
Painrub Gel
Their entry into the export market received a very favorable response from overseas buyers
primarily because of their product quality, presentation and time bound delivery.
South America
U.K.
Nigeria
Ghana
Afghanistan
Myanmar
Philippines
Syria
Nepal
Brands are currently under registrations in various countries. The company holds free sales
certificate and GMP certificate which are required by their foreign buyers.
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They export their products under their own label as well as under neutral label depending upon
the client requirement
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B. International
THE COMPETITION
The level of competition in very high in Acute segment on day to day basis
however the
Degree of competition in not as much as high in Chronic therapy area on day
to day basis.
As doctor has to prescribe drug for a long time in chronic cases and patient is
suppose to
consume it without any change of brand. While in acute cases doctor is
changing brands
on day to day basis.
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Manufactu
re
Central
Warehous
e
Super
Stockist
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Stockist
SubStockist
Hospital
s
Retail
Shop
The Indian pharmaceutical industry is continuing its high growth rate at 13% for the last six
years. From foreign control, to domestic grass-roots growth, the Indian pharmaceutical segment
has evolved over the last three decades. According to Bio Plan Associates recent report,
Advances in Biopharmaceutical Technology in India, the Indian pharmaceutical industry has the
potential to reach $25 billion by 2010.
This rapid growth has yet to create radical changes in the Indian distribution system. The main
hurdles include the highly fragmented nature of the distribution network, limited advancement in
regulatory reforms, and presence of strong resistance from lobbies of traders involved in the
supply chain of pharmaceutical products. Indias current distribution situation creates greater
risks for biotech products, which require careful climate control throughout their transit period.
The lack of awareness toward the importance of these requirements makes bio therapeutics even
more vulnerable to spoilage during distribution. Moreover, the infrastructure for cold chain
management is still developing in India. This situation has forced both pharmaceutical and
biotech companies to consider alternate distribution systems. These attempts, however, have
faced severe resistance by the lobbies of traders involved in the channel.
Indian distribution
System: The Current State
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India is a geographically diverse country with extreme climates that make distribution critical
function. The long channel of distribution and high incidence in cadence of brand substitution
makes it mandatory for a company to make all its stock keeping units (SKUs) available at all
levels at all times. In India, most brands have generic versions of drugs and retailers can usually
obtain higher margins with generics than for branded products. To reduce risks of substitution,
innovator companies must make sure their products are made available to the stockiest and retail
shops. Drug distribution in India has witnessed a paradigm shift. Before 1990, pharmaceutical
companies used a different distribution system, in which they established their own depots and
warehouses that now have been replaced by clearing and forwarding agents (CFAs).
These organizations are primarily responsible for maintaining storage (stock) of the companys
products and forwarding SKUs to the stockiest on request. Most companies keep 13 CFAs in
each Indian state. On an average, a company may work with a total of 2535 CFAs. Unlike a
CFA that can handle the stock of one company, a stockiest (distributor) can simultaneously
handle more than one company (usually, 515 depending on the city area), and may go up to
even 30 50 different manufacturers. The stockiest, in turn, after 3045 days (a typical credit or
time limit) pays for the products directly in the name of the pharmaceutical company. The CFAs
are paid by the company yearly, once or twice, on a basis of the percentage of total turnover of
products. In above Figure shows how a manufactured product passes through the companyowned central warehouse, which supplies it to the CFA or super stockiest. From the CFA the
stocks are supplied either to the stockiest, sub-stockiest, or hospitals. The retail pharmacy obtains
products from the stockiest or
sub-stockiest through whom it finally reaches the consumers (patients). Certain small
manufacturers directly supply the drugs to the super stockiest.
Despite the rapid increase in the number of stockiest and pharmacies, there has not been a
proportional increase in the volume of prescriptions distributed. Thus, the efficiency of the
current system has clearly not been demonstrated. Further, it is estimated that more than threefifths of Indians still do not have access to modern medicines. This clearly shows that the rural
market is largely unattended and untapped
Large Untapped Rural Market
The growth of institutional sales had little impact on the accessibility of medicine in rural areas,
according to an analysis by the Indian Retail Druggists and Chemists Association.
A large proportion of the rural population still does not have access to proper medication and the
situation may take long to improve. Rural areas contribute around 21% to the total
pharmaceutical market. In 200607, the rural pharmaceutical market was estimated at around
$1.4 billion. Nearly 70% of Indias population lives in rural areas where healthcare infrastructure
is poor. With increasing rural household incomes, the rural market is becoming more attractive.
According to estimates by the Planning Commission, rural households now spend 12% of their
income on healthcare.
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With the introduction of VAT, medicine prices have been standardized and price discrimination,
in which different states pay different prices for the same products, has reduced. VAT has also
helped reduce the illegal interstate transfer of goods and the unethical interstate trade for higher
margins. Per the new rules, sales tax is levied at each stage of value addition and credit for the
tax paid on the inputs can be obtained.
Futures challenges
Pharmaceutical companies in India have realized the importance of SCM and are aggressively
looking for ways to improve the costs associated with SCM. Distribution in
India is proportionally much more costly than it is in the US or EU. The companies, which have
spent as much as one-third of their revenues toward financing their supply-chain operations,
recognize that the cost of logistics is very high in India. In US and EU, the expenditure on SCM
alone is perhaps 2%, whereas in India it averages 46% of total sales. It s mainly because in
India the cost of drugs is very low compared to the developed markets. Taking into consideration
the poor infrastructure and extreme geographic conditions, it is difficult to curtail the cost
involved in SCM.
Long-Channel Inventory Management
The multilayered distribution channel and lobbying at all layers has been successful at
preventing pharmaceutical companies from bringing in significant reforms toward higher trade
margins, and at bypassing the multiple distribution layers to reach customers directly. Because
pharmaceutical companies do not have direct access to retailers data on sales (tertiary sales),
most pharmaceutical companies depend on sockets sales data to monitor sales (secondary sales).
The primary sale involves transferring stock from the central warehouse to its CFA. The medical
representatives are given predefined sales targets. To meet these targets they push inventory on
the stockiest to levels that exceed the actual demand. When the next level of sale does not take
place, the stockiest will either return goods to the company or the stock expires.
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Indian pharmaceutical companies are increasingly seeking opportunities to supply drugs to the
world market. More developed cold-chain management practices will be required to achieve this
goal. This is one of the major challenges faced by the industry if they are to retain product
quality during shipment. Companies like Eli Lilly in India have implemented initiatives such as
having their own vehicles equipped with cold-chain management systems. Other companies such
as World Courier have developed cold-chain management models to help pharmaceutical
companies maintain the cold chain.
Conclusion
There can be various ways through which a business organization can
achieve success in the market, but all those ways can be comprised into as
above, then it can be rightly said that it revolves specifically around three
parties or more; the triangular linkages or the relationship between these
three parties (company, customers and competitors) determine the success
and failure of business organization.Manufacturers must ensure that their drug reaches
customers with uncompromised quality.
In India, because manufacturers do not retain control over the multilayered distribution system,
the cold-chain management process continues to be difficult and expensive. However,
manufacturers are increasingly realizing the importance of an effective distribution system, all
the way to the end-customer. Coping with the challenges of streamlining the systems in India
will ultimately benefit the patient and the healthcare system.
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appreciated for their precise composition, purity, effectiveness, safe usage and long shelf life. We
provide these healthcare products in various specifications in order to achieve the complete
satisfaction of the clients. We also assure our clients that these healthcare products are rigorously
checked on numerous parameters in order to provide flawless and pure products to the clients.
Apart from this, we provide these healthcare products to our valued clients in large quantity
within given time period and at most genuine rates.
Factsheet
Basic Information
Nature of Business
Additional Business
Company CEO
Registered Address
Total Number of Employees
Year of Establishment
Ownership Type
Company USP
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Payment Mode
Shipment Mode
Our Team
We are supported by highly qualified and competent team of professionals. In our
team, we have professionals from various domains. They are extremely talented
and work in close-coordination with one another to meet the set objectives of the
company in a predefined time period. Our staff members are selected by our
management team on the basis of their market understanding, skills and
experience. In additionally, we arrange vital seminars and training programs for our
team members to sharpen their skills and knowledge.
Our Infrastructure
Our robust and well structural infrastructural base sprawls over a vast area and
enables us to process highly effective healthcare products as per the global quality
standards. Our processing unit is well resourced with all the necessary machinery
and equipment that allows our production team to process healthcare products in
an efficient manner. Our infrastructural base is categorized into sub-departments
such as procurement, R & D, admin, sales, transportation, logistic, production,
quality testing, warehousing, packaging, etc. Additionally, all departments are
managed by our qualified and experienced team members.
Precise composition
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Effective usage
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Highly effective
No side effects
Safe consumption
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Features:
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acknowledged by our precious clients for its high efficiency and no side effects.
Yes! I am interest
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Febuxostat Tablets 40 MG
Approx Price: Rs 69 / Pack
Owing to our years of industry experience, we are offering a qualitative range of
Febuxostat Tablets 40 MG. The provided tablets are much appreciated by our
esteemed patrons for its precise pH value. These tablets are precisely processed
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making use of the high quality chemical compounds and cutting-edge techniques in
accordance with predefined medical industry guidelines. Apart from this, these
tablets are thoroughly examined by our highly skilled quality controllers against
several well defined quality parameters.
Features:
Highly effective
Precise pH value
Safe to consume
Uricare Capsules
Approx Price: Rs 124 / Pack
Our organization has gained a wide recognition as a prestigious organization to offer
our clients the premium quality range of Uricare Capsules. The provided capsules
are well-processed by our adroit chemical engineers making use of quality assured
chemical compounds and sophisticated techniques in tune with predefined medical
industry norms. Apart from this, these capsules are thoroughly tested against
diverse parameters by our quality experts to assure its quality.
Features:
Exact composition
Hygienically processed
Effective results
Ureteric Calculi
Renal Calculi
Post Lithotripsy
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In:
Isabgol Husk
Approx Price: Rs 96 / Piece
We are identified as the leading firm in the industry, providing our prestigious
clients an optimum quality range of Isabgol Husk. The offered product is highly
acknowledged among our precious clients for its effectiveness and accurate
composition. This product is well processed making use of supreme quality chemical
compounds and pioneered processing technology in adherence to set medical
industry norms. For assuring its purity, this product is rigorously tested against
several quality parameters by our quality experts.
Features:
More effictive and cost benfit than liquid brands in long stay elderly patient
Balanced composition
Established Safety:
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Highly effective
Precise pH value
Accurate composition
Additional Information:
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