First Part

Analysis the Promotional Tools On the Basis of Marketing Mix for MONAS (Montelukast) Marketing, and Doctors Prescription
towards ACME Laboratories Limited
THESIS REPORT FOR Bachelor OF Business Administration
Guided by: Mustafa Mushfiqul Haque Assistant Professor, School of Business, ASA University Bangladesh Prepared by: Mir Farhad Faysal ID# BBA 03108580
DATE OF SUBMISSION: 12th May, 2008 Department of Business Administration ASA University Bangladesh
Analysis the Promotional Tools On the Basis of Marketing Mix for MONAS (Montelukast) Marketing, and Doctors Prescription towards ACME Laboratories Limited
2010
Declaration of Student
I here by declare that the report entitled Analysis the Promotional Tools On the basis of Marketing Mix for Monas (Montelukast) marketing, & Doctors & Prescription towards ACME Laboratories Limited. is purely my academic effort and no other personal and non academic purpose in associated with it, and this report is submitted only in partial fulfillment of the requirement for the degree of Bachelor of Business Administration to the ASA University Bangladesh as my practical work, and has not be submitted or copied elsewhere for any purpose except the permission of my institute, Faculty of Business Studies ASA University Bangladesh & ACME Pharmaceuticals Limited Bangladesh
Mir Farhad Faysal BBA (Marketing) 31th Batch Id. No. 03108580
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Declaration of Guide
Mir Farhad Faysal has worked on Analysis the Promotional Tools On the basis of Marketing Mix for Monas (Montelukast) marketing, & Doctors & Prescription towards ACME Laboratories Limited under my direct supervision. I have gone through this Thesis Report. This is up to my full satisfaction.
Mustafa Mushfiqul Haque Assistant Professor Department of Business Administration ASA University, Bangladesh
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To Mustafa Mushfiqul Haque Assistant Profficer Department of Business Administration ASA University, Bangladesh Subject: Submission of Thesis Report Sir, It is pleasure for me to submit the heard copy of the Thesis Report on Analysis the Promotional Tools On the basis of Marketing Mix for Monas (Montelukast) marketing, & Doctors & Prescription towards ACME Laboratories Limited which have been assigned to me as the partial fulfillment of my BBA program. To prepare this report I have work in the organization for three month. I have collected most necessary information about promotional tools of ACME, marketing Mix for Monas and market position for ACMEs product by working internally and externally of the organization that have described detail into this report. I put my outmost effort to structure my report according to your guideline and tried to make this report meaningful. I really enjoyed working in the organization and learned more about the pharmaceuticals marketing activities. I will remain available for any further clarification of this report. Yours sincerely Mir Farhad Faysal Program: BBA Batch: 31 Id no. 03108580 Department of Business Administration ASA University, Bangladesh
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Acknowledgement
The pharmaceutical sector is one of the largest sectors in the Bangladesh. There are many pharmaceutical companies competing in the market. As a student of Business Administration it should to know, how the companies setting price for their product, which type of promotional strategy they are followed to developing their offering, how much acceptance of those offering and why people accepting the specific brand, and how the brand equity of the offering. On the other hand it should also know how an originations environment and how the management managing the different sector of an organization. To increase the knowledge about managerial activities we should to conclude the Thesis Program. I express my gratitude to my respectable teacher Mustafa Mushfiqul Haque for guide me properly and giving me his valuable time and suggestions to prepare my report Special thanks to Mr. Rafiqul Islam (Director of Marketing & Sales), Mr. Sazzad Johir (Head of PMD) and Asif Ainul Hoque (Head Administration & HRD) for permit me to conclude Thesis in their organization (The ACME Laboratories). I would like to thanks my Company supervisor Md. Masum Hossain (Product Officer) and all other Product Officers of The ACME Laboratories Ltd. who have taken my special care and provided necessary information to prepare my report successful one. Finally thanks to all those Doctors, AMs, Field persons, and the Chemists who have given their valuable information to me about my selected brand MONAS and others competitors brands. And I also want to give thanks to my friends who help me in various aspects.
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Executive Summery
The focused study as designed to analysis the Analysis the Promotional Tools On the basis of Marketing Mix for Monas (Montelukast) marketing, & Doctors & Prescription towards ACME Laboratories Limited. This study was basically three types, Firstly Analyzing the sales data, Secondly Allocation of the promotional tools (Pad, Literature, Gift, Doctors Letter, and Sticker), Thirdly Field observations result analysis to measurement the brand value of ACME Laboratories Limited It was found that, The ACME Laboratories Limited has a very good communicated and dynamic marketing team and they are supported by the supportive model of the organization. The good harmonization of Bosses by the employees is the main light of successful The ACME Laboratories indeed. According to my observations I saw that the promotional tools for Monas marketing is sufficient to hold the market share, the prescription share was increasing for selecting the exact Marketing strategy. Finally the strong distribution channel as network have good contribution to the product launching process and kept product quality preservation accurately. The Field person, Area managers are supplying the product with a proper distribution to fulfill the market demand. I expect that the company will be the first leaded company in the pharmaceutical market varies soon.
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Table of Contents
Chapter Number Description Title Fly Title Page Declaration of Student Declaration of Guide Letter Of Transmittal Acknowledgement Executive Summary Scope of the Report Objective of the report Methodology Limitation of the Study INTRODUCTION OF THE ORGANIZATION 1.1 Company History The ACME Laboratories Limited 1.2 Founder and Management of the Company 1.3 The Mission of The ACME Laboratories Limited 1.4 Vision of The ACME Laboratories Limited 1.5 Objectives The ACME Laboratories Limited 1.6 The Quality policy of The ACME Laboratories Limited 1.7 The Culture of the Organization 1.8 The Philosophy of the Organization 1.9 Sister Concerns of ACME 1.10 Growth, Development & Future 1.11 Address of the company INTRODUCE OF MARKETING DEPARTMENT 2.1 Marketing Division of the ACME Laboratories Ltd 2.1.1 Fundamental Task of Marketing Department 2.1.2 Strategies of Marketing Division 2.1.3 Flow Chart of Marketing Department 2.1.4 Marketing Division Order Line 2.1.5 Sales Department Description 2.1.6 Product Management Department: 2.1.7 Marketing Service Department (MSD) 2.1.8 International Marketing Department 2.1.9 Medical Services Department 2.2 Quality Assurance Department 2.3 Research and Development Department
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Page Number
Chapter Number
Page Number
Analysis the Promotional Tools On the Basis of Marketing Mix for MONAS (Montelukast) Marketing, and Doctors Prescription towards ACME Laboratories Limited 2.4 Human Resource Department 2.5 Raw Materials Department 2.6 Packaging & Packing Section PHARMACEUTICAL MARKETING 3.1 History of Pharmaceutical Marketing 3.2 Concept of Pharmaceutical Marketing 3.3 Direct and indirect marketing to health care providers 3.3.1Physician Targeting 3.3.2 Sales force size and structure 3.3.3 Sales force optimization 3.3.4 Sales force effectiveness 3.4 SWOT analysis of Bangladesh Pharmaceutical Industry 3.5 Facts of Pharmaceutical Sector in Bangladesh 3.6 Marketing Activities of ACME PRODUCT PROFILE 4.0 Introduction 4.1 Products of ACME 4.2 Output / Capacity Utilization 4.3 MONAS the Product for Asthma 4.4 Product of Arachidonic acid metabolism 4.5 MONAS- the first line treatment option VIA 4.6 Composition of MONAS 4.7 Benefit and Features of MONAS 4.8 Advantages of MONAS 4.9 Precautions
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Chapter Number
Description 4.10 Drug Interactions 4.10.1 Side-Effects 4.10.2 Pack Size 4.11 SMART Objectives 4.12 Features & benefits PRICING CONCEPT & POLICY 5.1 Price 5.2 Why Pricing 5.3 Importance of Pricing 5.4 Pricing Strategy 5.4.1 Setting the price 5.4.2 Adapting the price 5.4.3 Initiating & Responding to price change 5.5 Price Elasticity Theory
Page Number
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2010
6 7
8
SALES PROMOTIONAL TOOLS OF ACME LABOURAORIES
Chapter Number
6.0 Different Methods of Sales Promotion CHANNEL OF DISTRIBUTION 7.0 Channel of Distribution ANALYSIS OF PRODUCTS 8.1 SWOT analysis 8.2 Strategy taken/ to be taken get success RESEARCH DESIGN 9.1 Problem Definition 9.1.1 Background of the study 9.2 Development of an Approach to the Problem 9.2.1 Objective of the study 9.2.2 Analytical Model 9.3 Research Design Formulation 9.4 Field work or Data collection 9.4.2 Model of Primary Data Collection 9.4.3 Secondary data collection process 9.4.4 Pilot study Description 9.5 Limitation of the study 9.5 Data preparation and Analysis 9.5.1 Sampling Plan 9.5.2 Sample Size 9.6 Report Preparations and Presentation: 9.7 Research Budget
Page Number
10
DOCTORS
EXPEXTATION,
SUGGESSIONS
&
RECOMMENDATIONS
Bibliography
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Analysis the Promotional Tools On the Basis of Marketing Mix for MONAS (Montelukast) Marketing, and Doctors Prescription

towards ACME Laboratories Limited

THESIS REPORT FOR Bachelor OF Business Administration

SALES PROMOTIONAL TOOLS OF ACME LABOURAORIES

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