LETTER OF TRANSMITAL

October, 2016
Dr. Ahmed Fakhrul Alam
Professor
Department of Business Administration
Faculty of Business & Economics
Daffodil International University

Subject: Submission of "Internship Report on Marketing of pharmaceutical products at

Beximco Pharmaceuticals Limited

Dear Sir,
I have prepared my internship report titled " Marketing of pharmaceutical products at Beximco
Pharmaceuticals Limited" under your kind supervision as a requirement of completing the degree
of BBA program. I have tried my best to prepare the report in consistence with the optimal
standard under your valuable supervision.
I have made every effort to reveal greater insight in this report. I hope that this report will meet
the standard of your judgment.
Thanking you for your kind supervision

Sincerely yours,

.
Rubaina Alam
ID: 132-11-559
Program: BBA
Major in Marketing
Department of Business Administration
Daffodil International University
 STUDENTS DECLARATION

I do hereby solemnly declare that the work presented in this Internship Report has been carried
out by me and has not been previously submitted to any other University/ College/ Organization
for an academic certificate/degree.

I, Rubaina Alam, ID: BBA 132-11-559, Declare that the presented internship report on
Marketing of pharmaceutical products at Beximco Pharmaceuticals Limited Submitted
as a course requirement for Bachelor of Business Administration at Daffodil international
University was prepared by me.

The work I have presented does not breach any existing copyright and no portion of this report is
copied from any work done earlier for a degree or otherwise.

I further undertake to indemnify the damage arising from breach of the foregoing obligations.

................................
Rubaina Alam
ID: 132-11-559
Program: BBA
Major in Marketing
Department of Business Administration
Daffodil International University
 CERTIFICATE OF THE SUPERVISOR

This is to certify that the internship report on Marketing of pharmaceutical products at

Beximco Pharmaceuticals Limited is a record of bona fide work carried out by Rubaina
Alam (ID: 132-11-559) as a partial fulfillment of the requirement of B.B.A. major in
marketing, Daffodil International University.

The report has been prepared under my guidance and is a record of the bona fide work carried
out successfully.

......................................................................
(Dr. Ahmed Fakhrul Alam)
Professor,
Department of Business Administration
Faculty of Business & Economics
Daffodil International University
 ACKNOWLEDGEMENT

It was great pleasure to prepare internship report on the Marketing of pharmaceutical products at
Beximco Pharmaceuticals Limited. I would like to thank and convey my gratitude to honorable
supervisor, Dr Ahmed Fakhrul Alam, Professor, Faculty of business and Economics, Daffodil
International University, for letting me to prepare this report and I would also like to express my
sincere appreciation to him for his whole hearted support and guidance.

Then, I express my sincere gratitude to Mr. Jamal Ahmed Choudhury, Executive Director, in
BPL for his guidance, constant supervision and constructive suggestions. Without his help this
report might not have been a comprehensive one. I also like to thank Mr. Kamal UddinAhamed
Deputy Manager, Accounts and Finance. Without his help I could not prepare my report so
informative. I have bothered him so many times in connection with my works, both during and
after normal working hours.

Finally I am grateful to all the cooperative staffs of the Accounts Department of BPL.
 ABSTRACT

The report is divided into the following five parts- Introduction, Organization Overview,
Marketing Mix Practices of Beximco Pharmaceuticals Limited, SWOT Analysis and Conclusion.
Introduction section deals with some elementary issues regarding the background and the process
of preparing this report. The next section following the introduction helps to know the brief
history of Beximco Pharmaceuticals Limited. Further, it focuses on the services provided by
Beximco Pharmaceuticals Limited. Third section of this report is about job where I am doing my
internship program for three months. It focuses on my work in this period.

Marketing Mix Practices is major part of this report. Marketing Mix Practices include how
Beximco Pharmaceuticals Limited operates their Marketing operation in their day by day. Next
section is SWOT analysis which includes strengths, weaknesses, opportunities and threats of the
Beximco Pharmaceuticals Limited. Final section shows findings, suggests some areas of
perfection and draws a conclusion.

The marketing mix refers to the set of actions, or tactics, that a company uses to promote its
brand or product in the market. The 4Ps make up a typical marketing mix - Price, Product,
Promotion and Place. However, nowadays, the marketing mix increasingly includes several other
Ps like People, Process, and Physical environment as vital mix elements.

The tools available to a business to gain the reaction it is seeking from its target market in
relation to its marketing objectives. 7Ps Price, Product, Promotion, Place, People, Process,
Physical environment. Traditional 7Ps extended to encompass growth of service industry

Product is the core of all marketing activities. There are two types of organizations according
their product. Some organizations core product is goods on the other hand some organizations
core product is service.

In the pharmaceuticals market of Bangladesh, there is not much price differentiation, in general,
among the different companies due to the highly competitive nature of the industry. Whatever
price differentiation is there, it is between the multinationals and the national companies. It is due
to the fact that the multinationals charge a premium price for their product.
In the pharmaceuticals market, distribution is very important. Having made all decisions of
marketing properly, a company will not be successful if it cannot distribute its products well.
According to the physicians, square has the strongest distribution among all the companies.

Due to high competition in the industry among the different players in the market, aggressive
marketing have been adopted by the different companies. In this regard, promotion has become a
useful tool to fight competition. Moreover, promotional materials of companies have an impact
on doctors prescribing medicine. Therefore, different companies have set out different
promotional tools to increase market share.

People all people who directly or indirectly influence the perceived value of the product or
service, including knowledge workers, employees, management and consumers.

Process is the procedures, mechanisms and flow of activities which lead to an exchange of value.

Physical evidence the direct sensory experience of a product or service that allows a customer to
measure whether he or she has received value. Examples might include the way a customer is
treated by a staff member, or the length of time a customer has to wait, or a cover letter from an
insurance company, or the environment in which a product or service is deliver.

In todays competitive environment, pharmaceutical companies are demanding much greater

coordination from promotional activities to physician customers. By conducting image analysis,
it can help pharmaceutical companys better target and segment customers, select the proper
combination of marketing channels, and precisely measure the impact of promotional programs.

The annual per capita drug consumption in Bangladesh is one of the lowest in the world.
However, the industry has been a key contributor to the Bangladesh economy since
independence. With the development of healthcare infrastructure and increase of health
awareness and the purchasing capacity of people, this industry is expected to grow at a higher
rate in future.