National Pharmaceutical

Limited
-SAMRIDHI
 Organisation Structure
Marketing
Manager

Medical
Product Distribution Advertising Export Training
Services
Manager - 3 Manager Manager Manager Manager
Manager
Divisional
Manager

Sales & Sales

Development Administratio Branch
Manager n manager Manager

Fields Sales
Organiser

Medical
Representative
 Annual Marketing Plan

Sales Targets Marketing resources required to

achieve the overall objectives of sales
and profitability

• Specific products to be actively promoted

• Sampling Plan for products
• Mailing plan for products
• Product wise sales targets
• Duration of time in each of the selected products would be on active promotion
• No. of calls during each of the six cycles of two months
 Annual Planning Process

Preparation
Consolidation Working out Prospect
Holding a of a final
Preparation of branch detailed Product
BFSC for marketing
of marketing plans at marketing Planning
tentative plan at the
plan at HO Divisional plan at each conference at
targets HO for each
Office branch the branch
branch

Selection of products for active

promotion
Sampling plan
Mailing plan
Sales target for each territory
 Selection of Potential demand of the category, possible life span, estimated contribution
products old and well known 2 cycles, new selected products 4-5 cycles

Sampling Plan 70% samples for active promotion products

Average 2 and Max 5 samples per visit
Potential demand, no. of doctors to whom the product was to be promoted,
promotional input required, competitive aspects

12 mailings each year, each having literature on 4 products

Mailing Plan
What to highlight and which type of doctors to be selected for
mailing
10-12 A class, 6-9 B class, 3-4 C class
Call norms
Variation discussed between MR and FSO

Sales HO suggested sales targets for zones and branches by product categories, in
targets terms of Rs and standard pack sizes

Communication Review of last years performance vs targets, reasons for difference, product
to field wise sample quotas, product wise literature, special sampling for some
products/doctors
Branch sales Forecasting Conference
2 day meeting held at Branch headquarters attended by MR’s, FSO, DM and HO representative
Roles of different persons in BSFC meeting

Division • Emphasize on the role of branch for companies overall objective

Manager
• Provide a general picture of what branch could achieve

• Outline the role to be played by each MR

• Meet with the MR’s for a detailed review of their performance
• Enquire about the abnormal targets fixed by MR

FSO • Arrive at sales target for the corresponding year

• Arrive at product and product group wise target for the remaining months based on the given
formula:
• Formula: Sales in remaining months last year*(Sales up to last months this year)/ Sales in the
same months last year

• Arrive at expected sales for the remaining months based on the below mentioned formulae :
• Sales in remaining months last year*(Sales up to last months this year)/ Sales in the same
months last year

MR
• Based on the current years data, sampling and mailing data, arrive at the sales target for next
year
• Prepare standard tour program to cover territory
• Submit list of dealers, doctors and institutions
• Prepare special plan for company van operations
• Suggest changes in the sampling and mailing program’s if any
PPPC(Prospect- Product Planning Conference)

• 2 day meeting held at the Branch headquarters

• Purpose
• Formulation of strategy for 20-40 prospects which contribute 60% of
rupee sales
• Workout a detailed marketing plan for the branch
• Review current product cards and prospect planning cards
• Add new prospects and find out why they are not prescribing
particular products of the company
• Make strategy in terms of special attention needed for new
prospects
THANK YOU