Reasearch Findings And Conclusions

Executive summary

The Indian pharmaceutical industry has come a long way from its beginnings in 1970 to become a prominent maker of healthcare products meeting almost 95% of the countrys healthcare needs. In terms of technology, quality and range of medicines manufactured India ranks very high in the world. The Indian pharmaceutical industry with over 20,000 registered units rank 4 th in volume terms & 13th in value terms globally. Alembic Limited, Baroda is also well established and competent part of this dynamic industry. Alembic established in 1907,is ISO9002 & ISO-14001 company with manufacturing practice and facilities that conform the WHO/GMP guidelines. A distribution system is a key external resource to any company. A distribution channel performs the work of moving goods from producers to consumers. Pharma company generally follows 2level consumer marketing channels, which includes wholesaler and retailer. Sales fore is the important link in the companys channel to customers. In pharma company the Medical Representative and stockiest are the key personnel in the channel. They require motivation to perform their functions more fruitfully. Respiratory products are divided into the cough &cold markets, which constitute the largest segment of the pharma industry. Alembic is amongst the top 3 companies in terms of Rx generated for respiratory care. The leadings brands contributing to this are Zeet, BroZeet and Wikoryl.

Reasearch Findings And Conclusions

The products are prescribed by almost all specialties in varying proportions. In order to capitalize in this category like Zeet expectorant & Wikoryl tablets deals have been regularly given. So, company put in the action trade offer in the key season months to encourage chemist and also there is incentive for fieldforce. The project is Trade offer analysis i.e. Summer Surprise Scheme analysis. The scheme is for Zeet expectorant and Wikoryl tablets. Under this scheme chemist will receive gifts by buying certain value of Zeet expectorant and Wikoryl tablets. The project is aimed at evaluating the success of the scheme and to analyze and test the validity of hypothesis. This is scheme is for two months i.e. May and June 2005.But because of time limit the project include the analysis of data of month May only. The research methodology is primarily an analytical. It is relied upon the secondary data, which was received from the MRs. The research findings of trade offer are evaluated with the help of tables, cross tables, graphics. Region wise variations are also analyzed. Numbers of gifts entitled by chemists are as follows, Traveling Bag- 472 Ajanta Clocks-104 Cello Keg-110 This numbers suggest that chemist have actively participated in the scheme. Out of total 504 medical representatives all over India 99 have participated in the trade offer-summer surprise scheme during month May. The hypothesis is that 15% of MR i.e. 75 will participate in scheme. The per capita value is 0.20 lacs and total value for Zeet and Wikoryl sold during the scheme is 19.4

Reasearch Findings And Conclusions

lacs. These values suggest that results meet with hypothesis. There is no any linking between fieldforce participation and value generated. Opportunity gap is large in almost each region except in Puna having least opportunity gap. In some region, Total value generated is majority due to one product. From findings it is concluded that overall the trade offer is successful and hypothesis proven to be true. Recommendations made are, some comparative studies should be done and marketing division should carry out extra effort to encourage field force.

Reasearch Findings And Conclusions

INTRODUCTION
Most producers do not sell their goods directly to the final users between them stands a set of intermediaries performing a variety of functions. These intermediaries constitute a distribution channel. Some intermediaries such as wholesalers and retailers buy and resell the merchandise. Intermediaries smooth the flow of goods and services. Pharma industry generally follows the 2-level consumer marketing channels. Pharma Company Carrying & forwarding agent

Stockist

Retailers

Consumer (2-level consumer marketing channel) A company needs to view its intermediaries in the same way it views its and users. The company should provide training progress,

Reasearch Findings And Conclusions

market research progress & other capability building programs such as Trade offers, reward to improve intermediate Performance. Alembic launched the Trade offer- summer surprise scheme. For intermediaries in its distribution channels in order to encourage the chemist to stock more & to increase the sale of product Zeet expectorant & Wikoryl tablets. The project is about the analysis of the Trade offer called summer surprise scheme in terms of participation of fields force & sale of the products.

SUMMER SURPRISE SCHEME:

Alembic has launched the summer surprise scheme for chemist. This summer surprise scheme includes two products. 1.Zeet expectorant 2.Wikoryl Tablets.

Dispensing Doctors can also be included under this scheme. Upon delivery of specified amount of Zeet & Wikoryl, chemist can claim for different gifts as follows. Rs.2000 /-worth =Get a Travel Bag Free Rs.3000 /-worth =Get an Ajanta Clock Free Rs.5000 /-worth =Get an Insulated Cello Cool Keg [5 liter] Free This scheme also beneficial to medical representatives. MR will gain exciting incentive under this scheme. To 65000 85000 Incentiv e 1000 1500 2500

ROB value (Rs.) from 45000 65001 85001

Reasearch Findings And Conclusions

Process Flow Chart:

MR

Book order from chemist

Fill in the summer surprise form.

Confirm Stockist delivery

Collect Stockist Invoice Copy

Make a set of Summer surprise form Stockist invoice copy

Make a set of Summary of all the chemist PTR value ii. Stockist invoice.

Submit it to AM

Process it

AM send it to Alembic Mkg. division

Acknowledg ement card

Send gift to MR

Confirm the gifts

Calculate the incentives. Disburse Incentive

Collect proof of delivery

Send to Alembic division

Confirm receipt of gift.

End

Reasearch Findings And Conclusions

HYPOTHESIS:
5% of MR will take part in scheme. The per capita per MR will be 0.45 lacs for two months i.e. May, June. Total value for Zeet & Wikoryl sold during the scheme will be around 17 lacs per months

OBJECTIVE:
To analyze & test the validity of Hypothesis. Analyze regional variations of the scheme through -Skew of Zeet/Wikoryl. -Participation of field force. -Per capita.

SCOPE:
The Zeet-Wikoryl chemist summer surprise scheme is only for two months i.e. May and June. All the formats reaching Baroda before 7 th July 2005 will be included in analysis.

LIMITATIONS OF PROJECT:
Secondary comparative data is not available. so, incremental effect cannot be Compared. Time delays in sending the chemist card by fieldforce. The secondary data collection of the project has to be closed due to time limitation

Reasearch Findings And Conclusions

Alembic limited has mainly three divisions

Alembic o Macrolides o Cough & cold o NSAIDS o Antibiotics o GIT drugs.

Mega care

Specia.

COUGH & COLD MARKET:

Respiratory product are divided into cough & cold markets which constitute the largest segment of the pharma industry Cough market (Rs.680 Crore)

Antitussive Bronchodilators (40%)

Expectorants (20%) (15%)

The cold market is dominated by the solid forms (65%) though

both solid & liquid dosage forms are growing at 7%.

The product can be prescribed by almost all specialties.

However the Key specialties are Peds, ENT, CP, GP& surgeons. All types of product are prescribed by these specialties in the

Reasearch Findings And Conclusions

varying proportions. For Alembic, the old Rx brand in this category are Zeet expectorant & Wikoryl Tablets
Alembic division is dealings in different brand as follows.

Brand group
1. Althrocin 2. Roxid 3. Zeet 4. Wikoryl 5. Sharkoferrol 6. Nimegesic 7. Rekool

value (lacs) 5977 4622 1099 607 661 749 510

INTRODUCTION TO PRODUCTS:
ZEET EXPECTORANT:
Launched in >35 years Zeet expectorant is a popular remedy in the management of

Productive cough.
Expectoration: Process of expelling sputum, & other foreign

bodies through explosive airflow.

Punch line: Composition:

Pushes cough up & away.

o Each 5 ml contains, o Bromhexine Hcl IP o Amm. Chloride IP o Guaiphenesin

Packing: 100 ml Bottle

4mg 100mg 50mg 8mg[Antihistamine]

IP

o Diphenhydramine Hcl IP

Reasearch Findings And Conclusions

Price:

10

Rs 33.89

MOA: Expectorants act by,

Breaking mucus into smaller molecular weight chains Dilute sputum viscosity. Helps upwards movements in RT Increased respiratory muscle strength

Zeet has three expectorants:

A. Bromhexine - breaks disulphide bones B. Ammonium Chloride dilutes sputum C. Guaiphenesin- expels cough by reflex initiation
About the Constituents:

Bromhexine can flow easily.

Mycolytic expectorant

Reduces viscosity so that mucus/sputum Amm.ChlorideSaline expectorant Increases bronchial secretion to reduce viscosity of sputum

GuaiphenesinExpectorants Increases fluid flow in RT Reduces viscosity of secretion Facilitates the removal of secretion by cough reflexes & cilliary action.
Diphenhydramine Hcl

Antihistamine Time tested anti allergic Relieves irritation & inflammation. With respect to other anti histamines, it is more potent & has minimal sedation.

Reasearch Findings And Conclusions

11

WIKORYL TABLETS:
Launched in > 35 years Wikoryl is a complete formula that provides relief from all

symptoms

of

cold

like

fever,

body

ache,

congestion,

rhinorrhoea, sneezing etc. it is an ideal preparation as an adjuvant in URI or viral fever.

Punch line: For multisymptom cold relief. Composition:

Each tablet contains, Paracetamol Phenylpropanolamine Hcl Chlorpheniramine Maleate

Packing: 10 Tablets Price:

500mg 25mg 2mg

Rs. 14.91 It is a centrally acting analgesic cum antipyretic it rapidly relieves the Pains & also the temperature.

About the constituents:

Paracetamol:

Phenylpropanolamine: It is one of the most widely accepted nasal decongestants. It acts on alpha as well as beta-receptors & exerts its effects by stimulating them. Its dual action makes it a patent long acting nasal decongestant with minimal side effects. Chlorpheniramine Maleate:

Reasearch Findings And Conclusions It is one of

12

the

most

potent

antihistamines. It has minimal sedative & anticholinegic effects.

Today CPM is one of the most accepted antihistamines in common cold preparation.
Highlights of Wikoryl:

The following salient features of Wikoryl are worth nothing. 1.Wikoryl removes pains. 2.Wikoryl reduces nasal discharge. 3.Wikoryl relives congestion. 4.Wikoryl prevents sneezing. 5.Wikoryl opens up the air passage 6.Wikoryl brings back the mood. 7.Wikoryl prevents otitis media.

Reasearch Findings And Conclusions

13

RESEARCH METHODOLOGY

RESEARCH DESIGN:
Type of research: Analytical Data collection: All the secondary data received from MRs. Universe: Universe include all the chemists and field force

participated in the scheme.

Duration: Month-May Analysis And Conclusions: Simple statistical tools were used

to analyze the secondary data collected. It has been done by Percentage, Mean and whenever required different types of graphs are used to make the findings more clear.

Reasearch Findings And Conclusions

14

INDIAN PHARMACEUTICAL INDUSTRY

The Indian pharmaceutical industry is a success story providing employment for millions & ensuring that essential drugs at affordable prices are available to the vast population of this subcontinent -Richard Gerster The Indian pharmaceutical industry has come a long way, being almost non-existing during 1970,to a prominent provider of healthcare products meting almost 95% of countrys pharmaceutical needs. The Indian pharmaceutical industry is in the front rank of Indias science-based industries with wide ranging capabilities in the complex field of drug manufacture & technology. A highly organized sector, the Indian pharma industry is estimated to be worth $ 4.5 billion, growing at about 15 percent annually.
It ranks very high in the third world, in terms of technology,

quality & range of medicines manufactured. From simple headache pills to sophisticated antibiotics made indigenously.
The Indian pharma market can be divided into bulk drugs

& complex

cardiac compounds, almost every type of medicine is now

segments & formulations.

The industry produces about 60,000 finished medicines &

roughly 400 bulk drugs.

Reasearch Findings And Conclusions

Playing

15

a key role in promoting & sustaining

development in the vital field of medicines, Indian pharma industry boasts of quality producers & many units approved by regulatory authorities in USA & UK.

Technologically

strong

&

totally

self

reliant,

the

pharmaceutical industry in India has low costs of production, low R & D costs, innovative scientific manpower, strength of national laboratories & an increasing balance of trade. The pharmaceutical industry with its rich scientific talents & research capabilities supported by intellectual property protection regime is well set to take on the international market.

KEY STATISTICS OF INDIAN PHARMA MARKET:

Global ranking 13th in value terms & 4th in volume terms. Share of world pharma market 1 % in value & 8% in volume terms. 5th largest manufacture of bulk drugs. Number of registered units over 20,000 .out of which approximately 250 in-organized Sector & are recognized & certified by international agencies. Leading 250 pharmaceutical companies in India control 70% of market with market leader holding nearly 7% of market share. Annual turnover more than $5.02 billion A future projection is $26.66 billion by 2010. OTC market $ 0.77 billion, growth rate 18-20 %

Reasearch Findings And Conclusions

16

Indian pharma exports is $ 1.6 billion during 20042005 & are projected to grow $ 6 Billion by 2015.India is among top 20 pharmaceutical exporters in the world. Industry employee approximately 35 lacs people. Number of generic brands over 60,000 in 60 therapeutic categories. Alternative medicine Herbal/Ayurvedic market $ 0.84 billion Per capita drug expenditure Rs.220 per annum.

ADVANTAGE INDIA:
Competent Workforce: India has a pool of personnel with high managerial & technical competence as also skilled workforce. Professional services are easily available. Legal & Financial Framework: India has a 53-year-old democracy and hence has a solid legal framework & strong financial markets. Information & Technology: It has good network of world-class educational institutions & established strengths in information technology. Globalization: The country is committed to free market economy & globalization. Above all, it has a 70 million middle class market, which is continuously growing. Production & Research Low cost of production & low R& D costs. Indian pharma industry is an efficient & cost effective source for procuring generic drugs especially the drugs going off patent in the next few years. It is an excellent center for clinical trials in view of the diversity in population.

RESEARCH & DEVELOPMENT:

R & D spending,

Reasearch Findings And Conclusions

17

World- 10-16 % of sales turnover. India- 1.5-2 % of sales turnover. Scope for collaborative R & D by development of, Combinatorial chemistry New synthetic molecules Plant derived drugs.

Indian pharma industry provides cost-effectives clinical trial research. It has an excellent record of development of improved, cost beneficial chemical synthesis for various drug molecules.

SWOT ANALYSIS OF INDIAN PHARMA INDUSTRY:

STRENGTHS:
Cost Competitiveness. Well-developed industry with strong manufacturing base Well-Established infrastructure. Access to pool of highly trained scientists, both in India & abroad. Strong marketing & distribution network Rich biodiversity Competences in chemistry & process development India has the largest no. of US FDA approved plants outside US network of laboratories and R & D

WEAKNESSES:
Low investments in innovative R& D Lack of resources to compete with MNCs for new drug discovery research & to commercialize molecules on a worldwide basis.

Reasearch Findings And Conclusions Inadequate regulatory standards

18

Production of spurious & low quality drugs spoils the image of the industry in International arena.

OPPORTUNITIES:
Significant export potential Licensing deals with MNCs Marketing alliances to sell MNC products in Indian market Contract manufacturing agreements with the MNCs Potential for developing India as a centre for international clinical trials

THREATS:
Product patent regime posses serious challenge to domestic industry unless it invests in R & D DPCO puts unrealistic ceilings on product prices & profitability and prevents pharma companies in generating investible surpluses. Export effort hampered by procedural hurdles & non-tariff barriers imposed abroad. Lowering of tariff protection.

Reasearch Findings And Conclusions

19

MAJOR PLAYERS IN INDIAN PHARMA INDUSTRY(MAY-2004)

Reasearch Findings And Conclusions

RANK COMPANY

20

VALUE (CRORE)

GROWTH RATE

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

Cipla Glaxosmithkline Ranbaxy Nicholas Piramal Sun Pharma Zydus Cadila Dr.Readdyslaboratories Aristo Pharma Abbott India Ltd. Sanofi Aventis Alkem Laboratories Lupin Labs Micro labs Torrent Pharma Novartis India Ltd. Wockhardt Unichem Labs. Alembic Limited U.S.V.limited Intas TOTAL MARKET

20.44 1.13 1.11 0.90 0.84 0.50 0.49 0.47 0.46 0.46 0.45 0.45 0.40 0.38 0.37 0.36 0.35 0.34 0.33 0.29 20.44

2.3 4.4 - 0.5 1.5 -0.5 1 -0.9 9.1 0.5 -0.3 8.5 10.8 10.6 2.9 -4.1 -5.3 7.3 1.1 1.3 15.1 2.3

Reasearch Findings And Conclusions

21

ALEMBIC LIMITED
Alembic established in 1907 in Baroda with the philosophy of self-reliance and quality & now it is Asias respected integrated pharmaceutical company with manufacturing facilities in Baroda & Baddi, India With R & D Facilities.
Alembic is certified ISO-9002 & ISO-14001 Company with

manufacturing practice & facilities that conform the WHOGMP guidelines.

Alembic is in the business of improving the quality of life &

health care in over 75 countries around the world.

MISSION: To give access to the best healthcare products at

affordable price to everyone, anywhere in the world.

LOGO:

Just as a country identified by the national flag , for

a company, a logo stands for its identity. A logo reflects the

Reasearch Findings And Conclusions

22

basic ethos of a company, what it stands for & how it expects to ride into the future.

The unidirectional arrows below the name of Alembic indicate the momentum. it is said that, Speed X Direction = Velocity It is this velocity. These Feelings of direction & purposeful movement that company want. The Blue colour stands for stability, dependability & Strength of character. Green stands for prosperity & freshness.

To gather Blue & Green symbolize the colour of the ocean, which has an unparallel depth & is in constant movement. A logo of Alembic combines the stability of the past with the freshness of the present & the dynamism of the future.

Major Areas Of Interest:

Active pharmaceutical ingredients (API): API remains to be significant operation for alembic limited. Alembic has exclusive facility for manufacturing synthetic APIs consisting independents manufacturing blocks for macrolides, NSAIDS & other drugs. Bulk Drugs: The synthetic BPC business is supported with an independent facility equipped with an excellent pilot facility. Formulations: Basket of formulation products contains more than 150 products in second forms belonging to diverse

Reasearch Findings And Conclusions

23

therapeutic segments including anti-infective, cough & cold products to cardiovascular & oral antidiabetics. Veterinary products: Alembic veterinary Division was established in 1986.Now, ranked among the top 10 in Indian Veterinary industry.

Research:
Alembic has well equipped R& D facilities spearheading landmark research in the areas of chemistry, microbiology & pharmaceutical technology & bioequivelence. Alembic has just launched BIOARC RESEARCH CENTRE at Baroda to further capitalize their strength in research.

Alembic has undertaken educational, environmental & healthcare

program to make a world better place to live. Alembic is using the state-of-the-art-effluent treatment plant for all the waste generated. Alembic has promoted Bhailal Amin Trust that manages one of the most successful hospitals in the state of Gujarat. Alembic is also managing one educational trus

Future Of Alembic:
Alembic believes that in the future, their global presence will serve as the perfect vehicle for further growth. Over the year they have seen considerable success is non-regulated markets, they are also aggressively making in-roads into regulated markets. Alembic has built a reputation for itself in the international pharmaceutical and fine chemical arena, as a company focusing on delivering quality products & services that conform to global norms. The cater specific needs of local markets of various countries around the world.

Reasearch Findings And Conclusions

24

This allows them to collaborate through every stage of an international product launch, which makes us the ideal business in APIs, BPCs & FDFs is responsible for enhancing life in over75 countries in four continents around the world. Their goals are on emerging opportunities; as a result, our capabilities are in-sync with our overall belief of extending life. They have also paved the way for new molecule development. Established their presence in the major regulated markets. Focused & result oriented approach in R& D, resulting in the development of newer analogues of macrolides and introduction of Newer Drug Delivery System. Development of non-infringing routes and obtain process patents. Strengthen and abroad. Consolidate their position as one of the leading pharmaceutical companies in India. Introduce products in new therapeutic categories by utilizing distribution end. R& D strengths, as well as through strategic alliance. the knowledge base through tie-ups and collaborations with scientific & research institutions in India

PRODUCT: Branded Formulation

Antibiotics & Antibacterials Antihistamines Oral Hypoglycemic Cough & Cold NSAIDS Herbal & Nutraceuticals

Reasearch Findings And Conclusions Others

25

MARKETING CHANNEL SYSTEM

Marketing channels are set of interdependent organization involved in the process of making a product or service available for use or consumption. Most producers dont sell their goods directly to the final users, between them stands a set of intermediaries performing a variety of functions these intermediaries constitute a marketing channel. Marketing channel also called a trade channel or distribution channel.

Intermediaries:
Merchants: Some intermediaries such as wholesalers &retailers buy, take titles to goods and resell the merchandise. They are called merchants. Agents: Others like brokers, manufacturers representatives, sales agent search for customers and may negotiate on the

Reasearch Findings And Conclusions

26

producers behalf but dont take title of goods, they are called agents. Facilitators: Still others transportation companies, independent warehouses, banks, advertising agencies assist in the distribution process but neither take the title to goods nor negotiate purchase or sales; they are called facilitators. Marketing channel decisions are among the most critical decision facing management. The channels chosen intimately affect all other marketing decisions. The firms sales force and advertising decision depend on how much training and motivation dealers need. In addition, the companys channel decision involves relatively long term commitments to other firms.

distribution a of

systemis

key

external

resource. to large is

Normally it takes years to build and it is not easily changed. It represents numbers significant independent corporate commitment companies whose business

distribution and to the particular market they serve.

Channel functions and flow:

Intermediaries normally achieve superior efficiency in making goods widely available and accessible to target markets. Through their contacts, experience, specialization and scale of operation, intermediaries usually offer the firms more than it can achieve on its own. Intermediaries smooth the flow of goods and services. This procedure is necessary in order to bridge the discrepancy between the assortment of goods and services generated by the producer and the assortment demanded by the consumer. The discrepancy results from the fact that manufacturers typically

Reasearch Findings And Conclusions

27

produce a large quantity of limited variety of goods, where as consumers usually desire only a limited quantity of a wide variety of goods. A distribution channel performs the work of moving goods from producers to consumers. It overcomes the time, place, and possession gaps that separate goods and services from those who need or want them. Members of distribution channel perform a number of key functions. They gather information about potential and current customers, competitors and other actors and forces in the marketing environment. They develop and disseminate persuasive communications to stimulate purchasing. They reach agreements on price and others terms so that transfer of ownership or possession can be affected They place orders with manufacturers. They acquire the funds to finance inventories at different levels in the marketing channel. They assume risks connected with carrying out channel work. They provide for the successive storage and movement of physical products. They provide for buyers payment of their bills through banks and other financial institutions. They oversee actual transfer of ownership from one organization or person to another. Some functions like physical, title, promotion constitute a forward flow of activity from the company to the customer other functions like ordering and payment constitute backward flow customers to the company. Still others like information,

Reasearch Findings And Conclusions

28

negotiation, finance and risk taking occur in both directions. A manufacturer selling a physical product and services might require three channels: A sales channel, a delivery channel and a Service channel.

Channel levels :
The producer and the final customer are part of every channel. The Chart illustrates several consumer-good marketing channels of different lengths. A zero level channel also called a direct marketing channel consists of a manufacturer selling directly to the final customer. E.g. Door to door sales, home parties, mail order, telemarketing, Tv selling, Internet selling and manufacturer owned stores. A one level channel contains one selling intermediary, such as retailer

A two level channel contains two intermediaries in consumer markets. These are typically a wholesaler & a retailer. O Level
Manufacturer

1- Level
Manufacturer

2- Level
Manufacturer

3-Level
Manufacturer

Wholesaler

Wholesaler

Retailer

Retailer

Jobber
Retailer

Reasearch Findings And Conclusions

Consumer Consumer Consumer

29

Consumer

A three level channel contains three intermediaries. In Japan food distribution may involve as many as six levels. From the producers point of view, obtaining information about end users and exercising control becomes more difficult as the number of channel levels increases. Channels normally describe forward movements of product from source to user. Reverse flow channels are also important. E.g. Milk bottles & soft drinks bottles are returned.

Push And Pull Strategy:

In managing its intermediaries, the firm must decide how much effort to devote to push versus pull marketing.
Push

Strategy:

push

strategy

involves

the

manufacturer using its sales force and trade promotion money to induce intermediaries to carry, promote and sell the product to end users. Push strategy is appropriate where there is low brand loyalty in a category, brand choice is made in the store, the product is an impulse item and product benefits are well understood.

Pull Strategy: Pull strategy involves the manufacturer

using advertising and promotion to induce consumers to ask intermediaries to order it. Pull strategy is appropriate when there is high brand loyalty and high involvement in the category. the store. When people perceive differences between brands and when people choose the brand before they go to

Reasearch Findings And Conclusions

30

Companies in the same industry may differ in their emphasis on push and pull strategies.

Number Of Intermediaries:

Exclusive

Distribution: Exclusive distribution

severely limiting the number of intermediaries. It is used when the producer wants to maintain control over the service level and outputs offered by resellers. Often it involves exclusive dealing arrangements. By granting exclusive distribution, the producer hopes to obtain more dedicated and knowledgeable selling.

Selective

Distribution: Selective distribution

involves the use of more than a few but less than all of the intermediaries who are willing to carry a particular product. It is used by established companies and by new companies seeking distributors. Eg.Disney, car, and two wheelers.

Intensive Distribution: Intensive distribution consists

of the manufacturer placing the goods or services in as many outlets as possible. This strategy is generally used

for items such as tobacco products, soap, snack foods and gum, products for which the consumer requires a great deal of location convenience.

Motivating Channel Members :

A company needs to determine intermediaries' need and construct a channel positioning such that its channel offering is tailored to provide superior value to these intermediaries. The company should provide training

Reasearch Findings And Conclusions

31

programs, market research programs, schemes and other capability building programs to improve intermediaries' performance. The company must constantly communicate its view that the intermediaries are partners in a joint effort to satisfy end users of the product. The intermediary often acts as a purchasing agent for his customers & only secondarily as a selling agent for his supplier. The intermediary attempts to weld all of his offerings into a family of items, which he can sell in combination, as a packaged assortment, to individual customers. His selling effort are directed primarily at assortment, rather than for individual items unless given to do so, intermediaries will not maintain separate sales records by brand .Producers vary greatly in skill in managing distributors. They can draw on the following types of power to elicit co-operation.
Coercive

power:

manufacturer

threatens

to

withdraw a resource or fail to co-operate This power can be effective, but its exercise produces resentment and can lead the intermediaries to organize countervailing power.

Reward

Power:

The

manufacturer

offers

intermediaries an extra benefit for performing specific acts or functions. Reward power typically produces better results than coercive power, but can be overhead. The intermediaries may come to except a reward every time the manufacturer wants a certain behavior to occur.

Reasearch Findings And Conclusions

Legitimate

32

Power:

The

manufacturer

request a behavior that is warranted under the contract. As long as the intermediaries view the manufacturer as a legitimate leader, legitimate power works.

Expert power: The manufacturer has special

knowledge that the intermediaries value. Once the expertise is passed on to the intermediaries, however, this power weakens. The manufacturer must continue to develop new expertise so that the intermediaries will want to continue cooperating.

Referent

power: The manufacturer is so highly

respected that intermediaries are proud to be associated with it. Companies such as IBM, Caterpillar, and HewlettPackard have high referent power. Most producers see the main challenge as gaining intermediaries' cooperation. They often use positive motivators such as higher margins, special deals, premiums, cooperative advertising allowances, display allowances & sales contest.

Channel Dynamics:

Conventional Marketing Channel: It comprises

an independent producer, wholesaler & retailer. Each is separate business seeking to maximize its own profits, even

if this goal reduces profit for the system as a whole. No channel member has complete or substantial control over other members. e.g. Pharma companies distribution channel.

Reasearch Findings And Conclusions

33

Vertical marketing system (VMS): VMS

comprises the producers, wholesalers and retailer acting as a unified system. One channel member, the channel captain, owns the others or franchises them. The channel captain can be the producer, the wholesalers or the retailer. The VMSs achieve economies through size, bargaining power and elimination of duplicated services. There are three types of VMS: corporate, administer and contractual. e.g. Franchise organizations.

Horizontal Marketing Systems: In this two or

more unrelated companies put to gather resources or programs to exploit an emerging marketing opportunity. Many super market chains have arrangements with local banners to offer in store banking. e.g. ATM counter in super market, Crossword in barista.

Multi

Channel

Marketing

Systems:

Multi

channel marketing occurs when a single firm uses to two or more marketing channels to reach one or more customer segments. Today, with the proliferation of customer segments and channel possibilities more companies have adopted multi channel marketing. By adding more channels, companies can gain benefit of increased market coverage, lower channel cost and more customized selling.

Wholesaling:
Wholesaling is one of the important level in the distribution channel. Wholesaling includes all the activities

Reasearch Findings And Conclusions

34

involving in selling goods or service to those who buy for resale or business use. Wholesalers pay less attention to promotion, atmosphere & location because they are dealing with business customers rather than final consumers. In this aspects wholesaler differ from retailers. Wholesale transactions are usually larger than retail transactions and wholesalers usually cover a larger trade area than retailers. Wholesalers generally perform one or more of the following functions:

Selling and promoting: Wholesalers' sales forces help manufacturers reach many small business customers at a relatively low cost. Wholesalers have more contracts, and often buyers trust wholesalers more than they trust a distant manufacturer. Buying and assortment building: Wholesalers are able to select items and build the assortments their customers need, saving the customers considerable work. Bulk breaking: Wholesalers achieve the savings for their customers through buying in large carload lots and breaking the bulk into smaller units. Warehousing: customers. Wholesalers hold inventories, thereby

reducing inventory costs and risks to suppliers and Transportation: Wholesalers can often provide quicker delivery to buyers because they are closer to the buyers.

Financing: Wholesalers finance customers by granting credit, and finance suppliers by ordering early and paying bills on time.

Reasearch Findings And Conclusions

35

Risk bearing: Wholesalers absorb some risk by taking title and bearing the cost of theft, damage, spoilage, and obsolescence. Market information: Wholesalers supply information to suppliers and customers regarding competitors' activities, new products, price developments, and so on. Management service and counseling: Wholesalers often help retailers improve their operations by training sales clerks, helping with store layouts and displays, and setting up accounting and inventory control systems. They may help industrial customers by offering training and technical services.

Types of wholesaling:
Merchant Wholesaler: Independently owned business that

take title to the merchandise they handle. They are called distributors, jobbers or mill supply houses and fall into two categories. Full service. Limited Service. e.g. Pharma distributors.
Broker and Agents: Dont take title to goods and perform

only a few functions. Main function is to facilitate buying and selling for which they earn a commission of 2 to 6 percent of the selling price.

Brokers: Chief function is bringing buyers and sellers to

gather and assisting negotiation. They are paid by the

Reasearch Findings And Conclusions party who hired them.

36

The

most

familiar

examples are food brokers, real estate brokers, insurance brokers and security brokers.
Agents: Represents either buyer or seller on a more

permanent basis. Manufacturer's agents represent two or more manufacturers of complementary line. They enter into formal agreement with each manufacturer.
Miscellaneous wholesalers:

A few specialized types of

wholesalers are found in certain sectors of the economy. This includes agricultural assemblers, petroleum bulk plans and terminals and auction companies. e.g. Seasonal wholesaler for kites and crackers.

Trends in wholesaling:
Manufacturers always have the option of bypassing wholesalers or replacing in efficient wholesalers with better ones. Manufacturer's major complaint against wholesalers is as follows. They dont aggressively promote the manufacturer's product line & act more like order taker. They dont carry enough inventories & therefore fail to fill customers' order fast enough. They dont supply the manufacturer with up to date market. They dont attract high caliber managers & bring down their own costs.

Reasearch Findings And Conclusions

37

To strengthen the relationship with manufacturer distributed the use following ways. 1. Distributor sought about a clear their insight visiting agreement with in their the manufacturers 2. Distributor requirements expected into their functions

marketing channel. gained by the plants manufacturer's & attending

manufacturer associations conventions & trade shows. 3. Distributors fulfilled their commitments to the manufacturer by meeting the volume targets, paying bills promptly, and feeding back customers information to their manufacturers. 4. They identified and offered value added services to help their suppliers.

Retailing:
Retailing includes all the activities in selling goods or services directly to final consumers for personal, non-business use. A retailer or retail store is any business enterprise wholesale volume Selling comes to primarily from retailing. it Any is a organization. final consumers whether

manufacturer, wholesaler or retailer is doing retailing.

Retailer Types:
Specialty Store: Narrow product line with a deep assortment. A clothing store would be a single line store. A men's clothing store would be a limited line store & A men's custom short store would be a super specialty store. Chemist store or pharmacy store is perfect example of specialty store. Department Store: Several product lines typically clothing, home furnishings & household goods with each line operated as a

Reasearch Findings And Conclusions

38

separate department managed by specialist buyers or merchandisers. Supermarkets: Relatively large, low cost, low margin, high volume, self service operation designed to serve total needs for food, laundry & household products big bazaar. Convenience Store: Relatively small store located near residential are, open long hours, seven days a week & carting limited line of high turnover convenience products at slightly higher prices. Discount Store: Standard merchandise sold at lower prices lower margins & higher volumes. Discount retaining has moved into specialty merchandise stores such as discount sporting goods stores, electronic stores & book storese.g. Apna bazaar, Army shop. Off price retailer: Merchandise bought at less than regular wholesaler price & sold at less than retail. Factory outlets owned and operated by manufacturers and normally carry the manufacturer's surplus, discontinued or irregular goods. Independent off price retailers are owned and run by entrepreneurs or by divisions of larger retail corporations. Warehouse clubs sell a limited selection of brand name grocery items, appliances and clothing of other goods at deep discounts to members who pay annual membership fees. Super store: About 35,000 square feet of selling space traditionally and aimed at meeting consumer's total needs for routinely purchased food and nonfood items plus services such as laundry, dry cleaning, shoe repair, check cashing & bill paying.

Reasearch Findings And Conclusions

39

Catalog Showroom: Broad selection of high markup, fast moving brand name goods at discount prices. Customer orders goods from a catalog, then pick these goods up at merchandise pick up area in the store.

Managing the sales force:

Sales personnel serve as the company's personal link to the customers. The sales representative to is the company to many of its customers. No one debates the importance of the sales force in the marketing mix. Therefore, the company needs to carefully consider issues in sales force design namely the development of sales force objectives, strategy, structure, size and compensation.
-

A direct company sales force consists of full or part time paid employees who work exclusively for the company. This sales force

Includes inside sales personnel who conduct business from the office using the telephone and receive visits from prospective buyer.

Contractual

sales

force

consists

of

manufacturer's

representative, sales agent and brokers, who are paid a commission based on sales.

Training Sales Representatives:

Today's customers expect sale person to have deep product knowledge, to add have required ideas to to improve the customer's make a much higher operations and to be efficient and reliable. These demands companies investment in sales training. Sales force received training to recognize value-adding opportunities rather then price cutting opportunity. As a result the company's sales revenue climbed

Reasearch Findings And Conclusions

40

further and so did its margins. Training time varies with the complexity of the selling task and the type of person recruited into the sales organization.

Motivating Sales Representatives:

Some sales representatives will put forth their best effort without any special coaching from management. However, the majority requires encouragement and special intensive. This is especially true of field selling. The basic model for motivating sales representative works as follows: Higher the sales person's motivation Greater the effort Greater performance Greater rewards Greater satisfaction Reinforce motivation The reward with highest value is extra pay followed by incentive, promotion, personal growth and sense of accomplishment. The list value rewards are liking and respect, security and recognition. In other words, sales person are highly motivated by pay and the chance to get ahead and satisfy their intrinsic needs and less motivated by compliments and security.

Reasearch Findings And Conclusions

41

Sales Quotas: Many companies set annual sales quotas.

Quotas can be set on sales value, unit volume, margin, selling effort or activity and product type. Compensation is often tied to degree of quota fulfillment. Sales quotas are developed from the annual marketing plan. Quotas are set higher than the sales forecast to encourage managers and sales person to perform at their best level. Quotas drive representative to get as much as business possible.
Supplementary

Motivators:

Companies

use

additional

motivators to stimulate sales force effort. Sales meeting are and important tool for educations, communication and motivation. Companies also sponsor sales contests to spur the sales force to a special selling effort above what is normally expected. The contest should presented reasonable opportunity for enough sales people to win. The contest period should not be announced in advance.

Reasearch Findings And Conclusions

42

RESEARCH FINDINGS AND CONCLUSIONS

The secondary data received from medical representative in set of summer surprise card and stockist invoice copy is checked and processed for conformation of claimed gifts. After that all the collected data is analyzed by different criteria with tabulation and cross tabulation as follows.

TABLE:1 MR WISE CONTRIBUTION

Sr.No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 Region Banglore Chanigarh Chennai Cochin Delhi Ghaziabad Gujarat Guwahati Howrah Hyderabad Indore Jaipur Kolkata Lucknow Mumbai Nagpur Patna Pune Vijaywada All over India No.of MRs No.of MRs Value Average Regional participated(Rs.in lacs)(Rs.in lacs) Average A B C D=C/B E=C/A 31 7 0.6 0.08 0.02 19 28 23 13 1.41 0.1 0.06 34 6 1.89 0.31 0.05 40 6 3.26 0.54 0.08 29 6 0.77 0.12 0.02 16 7 1.25 0.17 0.07 27 3 1.28 0.42 0.04 19 22 6 0.87 0.14 0.03 19 24 8 1.16 0.14 0.04 34 4 1.15 0.28 0.03 20 2 0.20 0.1 0.01 24 6 0.96 0.16 0.04 33 7 1.12 0.16 0.03 28 18 3.48 0.19 0.12 34 504 99 19.4 0.19 0.03

GRAPH:1
REGION AVERAGE D=C/B

OPPORTUNITY GAP
REGIONAL AV. E=C/A

Ghaziabad

0.54

0.08

Reasearch Findings And Conclusions Howrah Delhi Lucknow Pune Guwahati Nagpur Patna Indore Kolkata 0.42 0.31 0.28 0.19 0.17 0.16 0.16 0.14 0.14 0.04 0.05 0.03 0.12 0.07 0.04 0.03 0.03 0.04

43

REGIONAL ANALYSIS
0.6 0.5 AV.VALUE 0.4
0.31 0.54 0.42

0.3 0.2 0.1 0

0.08 0.04 0.05

0.28 0.19 0.12 0.07 0.03 0.04 0.03 0.17 0.16 0.16

AVERAGE D=C/B REGIONAL AV. E=C/A

0.14 0.03 0.14 0.04

(Top 10 Regions showing opportunity gap)

Graph shows comparative average value contributed by top ten regions. Ghaziabad is on top with average value of 0.54 lacs per medical representative participated. While, per capita for each medical representative whether participated or not is 0.08,which is very less. So, there is large opportunity gap. If more no. Of medical representatives have actively participated in the trade Offer, the

ab a H d ow ra h D e Lu lhi ck no w Pu n G uw e ah a N ti ag pu r Pa tn a In do Ko re lk at a

ha zi

REGION

Reasearch Findings And Conclusions

44

opportunity gap would be less. Here, opportunity gap is large in almost all region except in Puna having least opportunity gap. From these findings we can say that more participation from the field force is invited.

TABLE NO.2
SR.NO REGION ZEET

VALUE -ZEET AND WIKORYL

Value WIKORYL (QtyxRate ) 6417 42270 Value

1 2

Banglore Cochin

Qnty. 211 1390

Qnty. (QtyxRate) 4163 54993 7644 100977

Reasearch Findings And Conclusions 3 4 5 6 7 8 9 10 11 12 13 14 Delhi Ghaziabad Gujarat Guwahati Howrah Indore Kolkata Lucknow Mumbai Nagpur Patna Pune Total 2992 90986 6426 195414 773 23506 2410 73288 3127 95092 1343 40840 3005 91382 2223 67601 144 4379 1761 53552 2958 89952 5708 173580 34471 1048259

45

7824 12161 3854 3874 2809 3134 2147 3279 1373 3069 2060 12748 70139

103355 160647 50911 51176 37106 41400 28361 43316 18137 40541 27212 168401 926533

ZEET STD.RATE= 30.41 WIKORYL STD.RATE= 13.21 Here total values contributed by Zeet and Wikoryl in each region is calculated by the considering the standard rate in all over India.

TABLE:3 REGIONAL AVERAGE VALUE FOR ZEET & WKL.

Sr.No. No.of MRs Total Value Zeet Value Avg.Zeet Wkyl Value Avg.Wkyl Avg.total Participated. Value Value Value (Rs.in lacs)(Rs.in lacs)(Rs.in lacs)(Rs.in lacs)(Rs.in lacs) (Rs.in lacs) A B C D=C/A E F=E/A G=B/A Ghaziabad 6 3.26 1.95 0.32 1.60 0.26 0.54 Howrah 3 1.28 0.95 0.31 0.37 0.12 0.42 Delhi 6 1.89 0.90 0.15 1.03 0.17 0.31 Lucknow 4 1.15 0.67 0.16 0.43 0.10 0.28 Pune 18 3.48 1.73 0.09 1.68 0.09 0.19 Guwahati 7 1.25 0.73 0.1 0.51 0.07 0.17 Patna 7 1.12 0.89 0.12 0.27 0.03 0.16 Nagpur 6 0.96 0.53 0.08 0.40 0.06 0.16 Region

1 2 3 4 5 6 7 8

Reasearch Findings And Conclusions

9 10 11 12 13 14 Indore Kolkata Gujarat Cochin Mumbai Banglore 6 8 6 13 2 7 0.87 1.16 0.77 1.41 0.20 0.60 0.40 0.91 0.23 0.42 0.04 0.06

46

0.06 0.11 0.04 0.03 0.02 0.009

0.41 0.28 0.50 1.00 0.18 0.54

0.07 0.03 0.08 0.07 0.09 0.08

0.14 0.14 0.12 0.10 0.10 0.08

Reasearch Findings And Conclusions GRAPH:2 SKEW STUDY

47

REGIONWISE AV(VALUE/NO.OF MR PARTICIPATED)

0.6 0.5 0.4 0.3 0.2 0.1 0
ia z a

av.value

0.54 0.42 0.31 0.28 Average (Rs.in lacs) D=C/B

0.19

w o n P u

ra

lh

G h

Region

GRAPH:2.1

Graph: 2.2

Graph: 2.3

Reasearch Findings And Conclusions

48

Graph-2 shows MR Average contribution in each Zeet and Wikoryl. Graph-2.1 shows 5 regions contributing highest sale value. They are contributing approximately 60 percent of total sale value Ghaziabad has 0.54 lacs average sale value from which Zeet contributed 0.32 lacs and Wikoryl contributed 0.32 lacs. We can consider it around 0.26 lacs. We can consider it almost same. So, there is no skew in almost all top regions except in Howrah.Howrah is highly skewed region. In Howrah the contribution of Zeet is 0.31 lacs whereas contribution from Wikoryl is only 0.12 out of 0.42 lacs. This findings shows that top 5 regions that contributed higher value having almost same contribution from both Zeet and Wikoryl

Reasearch Findings And Conclusions

49

TABLE: 4 FIELDFORCE PARTICIPATION

Sr.No. No. Of MRs No. of MRs Value % Participation Rank according Participated (Rs.in lacs) To value A B C Pune 28 18 3.48 64 1 Cochin 23 13 1.41 57 4 Guwahati 16 7 1.25 44 6 Kolkata 24 8 1.16 33 7 Indore 22 6 0.87 27 11 Nagpur 24 6 0.96 25 10 Banglore 31 7 0.60 23 13 Gujarat 29 6 0.77 21 12 Patna 33 7 1.12 21 9 Delhi 34 6 1.89 18 3 Ghaziabad 40 6 3.26 15 2 Lucknow 34 4 1.15 12 8 Howrah 27 3 1.28 11 5 Mumbai 20 2 0.20 10 14 Chanigarh 19 Chennai 28 Hyderaba d Jaipur Vijaywada 19 19 34 Region

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19

Table shows region Pune has maximum participation of fieldforce and also ahead of all regions in terms of value contributed. Whereas, Ghaziabad has only 15 percent of fieldforce participation, still it ranks second in value. From table it is clear that Top 5 regions having maximum participation of fieldforce ranked almost behind last regions having minimum participation of fieldforce. So, there is no linking between fieldforce participation and value generated. The sale is depend upon the individual performance of the medical representative.

TABLE:5 SALIENCE STUDY According to zeet salience

SR.NO REGION Total Value (Rs.in Zeet Value (Rs.in Wkyl % Contribution Salience Value (Rs.in Zeet Wkyl Zeet Wkyl

Reasearch Findings And Conclusions

lacs) lacs) lacs)

50

1 Ghaziabad 2 Pune 3 Howrah 4 Kolkata 5 Delhi 6 Patna 7 Guwahati 8 Lucknow 9 Nagpur 10 Cochin 11 Indore 12 Gujarat 13 Banglore 14 Mumbai All over India

3.26 1.95 3.48 1.73 1.28 0.95 1.16 0.91 1.89 0.90 1.12 0.89 1.25 0.73 1.15 0.67 0.96 0.53 1.41 0.42 0.87 0.40 0.77 0.23 0.60 0.064 0.20 0.043 19.4 10.417

1.60 1.68 0.37 0.28 1.03 0.27 0.51 0.43 0.40 1.00 0.41 0.50 0.54 0.18 9.2

60 50 74 79 48 80 58 58 56 30 47 30 10 21 54

40 18.6 50 16.5 26 9.0 21 8.7 52 8.6 20 8.5 42 7.0 42 6.44 44 5.0 70 4.0 53 3.8 70 2.2 90 0.6 79 0.4 46

17.3 18.1 4.0 3.0 11.1 2.9 5.5 4.6 4.3 10.8 4.4 5.4 5.9 1.9

According to wkyl
SR.N O REGION Total Value (Rs.in lacs) Zeet Value (Rs.in lacs) Wkyl Value (Rs.in lacs) % Contribution Zeet Wkyl Salience Zeet Wkyl

1 Pune 2 Ghaziabad 3 Delhi 4 Cochin 5 Banglore 6 Guwahati 7 Gujarat 8 Lucknow 9 Indore 10 Nagpur 11 Howrah 12 Kolkata 13 Patna 14 Mumbai All over India

3.48 3.26 1.89 1.41 0.60 1.25 0.77 1.15 0.87 0.96 1.28 1.16 1.12 0.20 19.4

1.73 1.95 0.90 0.42 0.064 0.73 0.23 0.67 0.40 0.53 0.95 0.91 0.89 0.043 10.42

1.68 1.60 1.03 1.00 0.54 0.51 0.50 0.43 0.41 0.40 0.37 0.28 0.27 0.18 9.2

50 60 48 30 10 58 30 58 47 56 74 79 80 21 54

50 40 52 70 90 42 70 42 53 44 26 21 20 79 46

16.5 18.6 8.6 4.0 0.6 7.0 2.2 6.4 3.8 5.0 9.0 8.7 8.5 0.4

18.1 17.3 11.1 10.8 5.9 5.5 5.4 4.6 4.4 4.3 4.0 3.0 2.9 1.9

Reasearch Findings And Conclusions

51

GRAPH:3 SALIENCE STUDY

SALIENCE ZEET
20 18 16 14 12 10 8 6 4 2 0 18.6 16.5

SALIENCE

8.7

8.6

Ghaziabad

Pune

Howrah REGION

Kolkata

Delhi

GRAPH:3.1
GRAPH:3.2
SALIENCE WKYL 20 18 16 14 12 10 8 6 4 2 0 18.1

17.3

SALIENCE

11.1

10.8 5.9

Pune

Ghaziabad

Delhi

Cochin

Banglore

REGION

Reasearch Findings And Conclusions

52

Graph 3.1 and Graph 3.2 shows top 5 regions in which there is highest salience of Zeet and Wikoryl.These 5 regions contributes approximately 61 % of total salience of Zeet. Ghaziabad contributes highest Zeet value to total Zeet sold during scheme, whereas Pune contributes highest Wikoryl value to total Wikoryl sold during scheme. Cochin, Banglore and Mumbai haave very low salience compared to Wikoryl salience. Means in these regions quantity sold for Wikoryl is higher than Zeet. Likewise in Patna and Kolkata have low Wikoryl salience compared to Zeet salience. In these regions the quantity sold for Wikoryl is far less from that of Zeet. These regions are having higher demand for Zeet than Wikoryl. So, it is clear that there are certain regions, which contributes particularly more to Zeet or to Wikoryl. In some regions contribution from both the products is same as demand is same.

Reasearch Findings And Conclusions

53

CONCLUSIONS
Conclusions are the extracts squeezed out from the whole work. After scrutinizing the study regarding Trade offer-Summer surprise scheme analysis following conclusions can be drawn. Number of gifts allotted to stockist during May is as follows. o Travel Bag-472 o Ajanta Clock-104 o Cello Keg- 110 Number of gifts suggests that chemist has actively participated in the scheme. Out of 504 medical representatives all over the India 99 have participated in Trade offer. The hypothesis is that 15% of MR will participate in the scheme. The participation of field force is meet with hypothesis. The per capita is approximately 0.20 lacs for one month. i.e. May The hypothesis is per capita will be 0.45 lacs for two months. In June participation of field force is expected to grow. So, per capita is also expected to meet with hypothesis. Total value for Zeet and Wikoryl sold during the scheme in month of May is 19.4 lacs. The hypothesized value is 17 lacs per month. There is no linking between fieldforce participation and the value generated. The sale is depending upon the individual performance of the medical representative. Opportunity gap is large in almost each region. So, grater participation of fieldforce is invited.

Reasearch Findings And Conclusions

54

Regions with the highest sale value having the almost same contribution from Zeet and Wikoryl. There is no skew in top 5 regions contributing higher value except in Howrah. Top 5 regions contributed approximately 60% of the total salience for Zeet and Wikoryl each. Ghaziabad contributes highest Zeet value to total Zeet sold during scheme. Where as Pune contributes highest Wikoryl value to total Wikoryl. In same region total value generated is majority due to one product. So, it is concluded that overall the Trade offer is successful. The hypothesis is proven true. The response from the field force and distribution channels is positive.

Reasearch Findings And Conclusions

55

SUGGESTIONS
Studies should be done to analyze the actual success of the Trade offer-Summer surprise scheme. Some comparative The marketing division should be carried out more efforts to motivate offer. The duration of scheme should be increased specially for more accurate analysis of trade offer. Some intensive should be included in the scheme for area manager so that he encourages his field force to participate in the scheme. Some regions, which have not yet participated in the Trade offer-Summer surprise scheme, require more attention from marketing division. It is need of hour that marketing division should make extra effort to encourage them. the field force to take part in the Trade

Reasearch Findings And Conclusions

56

BIBLIOGRAPHY

Kotler Philip, eleventh edition, Marketing Management, (2005), Chp:17,18,21. Kothari C. R., Research Methodology, Second edition Swarbrik James, Boylayn C. James, Encyclopedia of Pharmaceutical Technology, Vol-II. Insight Newspaper, Alembic, page:3 Economic Times dated May 27,2005.

Economic Times dated May 4,2005.

www.healthcare industry india.com www.express pharma pulse.com www.Alembic.co.in www.coolavenues.com

Reasearch Findings And Conclusions

57

CERTIFICATE
This is to certify that Miss Ankita P. Patel, Second Year MBA student has carried out this Summer Project work entitled as "Trade Offer Analysis" under my guidance and supervision in the Marketing Division, Alembic Limited, Vadodra during the academic year 2005-2006. The data of the entire work has been checked by me from time to time.I am fully satisfied with the candidate's performance of work. I recommend this summer project work for submission to the adjudicators.

Mrs.Minali Desai Group Product Manager, Marketing Division, Alembic limited, Vadodara

CONTENTS
Sr. No.
1 Executive Summary

subjects

Page No

Reasearch Findings And Conclusions 2 3 4 5 6

58

7 8 9 10

Introduction -Project-Summer surprise scheme -Products Research Methodology Indian Pharma industry profile Alembic Limited Theory Aspects of Study -Marketing Channel System -Wholesaling and Retailing -Managing the Sales force Research Findings and Conclusions -Conclusion Suggestion and Recommendation Annexure Bibliography

Reasearch Findings And Conclusions

59