CHAPTER -1

THE BEGINNING

1.1 INTRODUCTION

Silva Pharmaceuticals Limited plays a leading role in the health-care sector by producing safe and effective prescription drugs. They are one of the modest members of the raising pharmaceuticals sector of Bangladesh. The company has taken place in brand medicine manufacturer in a very short time from the very beginning of its establishment. So Silva Pharmaceuticals Ltd is one of the fastest growing industries in Bangladesh that is rapidly growing every day. Their aim is to expand our company nationwide and also worldwide to conquer the minds and hearts of millions with quality medicines to ensure a healthy society in rural and urban area. The company management consists of experienced business professionals who bless the company with their insights, visions & dynamic leadership and stepping the company to achieve the excellence. The sincere and dedicated employees work as a team, as they belief organizations success depends on sharing the knowledge, working together and harmonizing every little tasks among about 1200 employees throughout the entire organization. The company is strongly represented by ever-increasing product line in the market. Its production facility located in Noakhali with the state-of-the-art technology and high quality control. The Company selected to walk through the path of innovation & quality and aimed to conquer the minds and hearts of millions with quality medicines with the vision to ensure a healthy society. The highly experienced management personnel who have been leading the company with their dynamic management style and mentorship bless Silva Pharmaceuticals Limited. The number of employee is increasing day by day with the present number of about 1000. At Silva people are committed in maintaining high ethical standard, producing innovative medicines, providing friendly and flexible working environment. Silva aspires its Human Resource is the driving force of the company, to enrich its driving force to become highly competent professionals Silva began its journey in the year of 2003 in Bangladesh. Silva has set up a modern pharmaceutical plant that is equipped with the most advanced and modern machineries. The company has a quest to add value to the quality and cost-effective healthcare solution for the
2

people of this country. In addition to deploying the worlds best machinery, they clam that have hired a team of highly skilled and talented pharmacists, scientists, chemists, and doctors to make the life saving medicine. Silva is committed to maintaining GMP and FDA standard. Silva believes in Healing minds and Healing hearts.

NOTE: SPL Means (SILVA Pharmaceuticals Limited)

1.2 ORIGIN OF THE REPORT

Today, practical experience is as much essential as academic education that enables someone to be successful business executive especially in the glove, competitive business environment. In order to gather knowledge and exposure, regarding the organizational culture and behavior, the business student have to do internship after the successful completion of their business degree.

This report has been prepared as a requirement of the internship under the BBA program of Daffodil International University. For my internship program, I got the opportunity to work at countrys leading pharmaceutical company, Silva Pharmaceuticals Limited (SPL). I have done my course of study on one of the important departments in the company. My internship program instigated from and during this period, I have chosen the topic Customer satisfaction Analysis of the Silva Pharmaceuticals Limited.

1.3 OBJECTIVES OF THE STUDY

The objectives of the study are divided into two categories, one is general objective and the other is specific objectives.

General Objective: The general objective of the study is to analyze the views of the customers towards the company. In a sense the customer satisfaction level of the company. Specific Objective: To achieve general objective, the study requires accomplishing the following specific objectives: To identify the satisfaction factors of the customers. To have a clear view of the products by customers evaluation. To know the overall marketing strategies of the company. To know the customers perception of the company. To make some recommendations to develop its position based on the findings.

1.4 METHODOLOGY OF THE STUDY

Every report follows some methods and principles. This report is based on both primary and secondary data. The sources of data are given bellow. The report is actually explanatory, or descriptive.

Type of the data: there actually two types of data are used in making this report:

Primary data Secondary data

Data source: The primary data sources are collected from the customers of Silva pharmaceuticals Limited who was very much informative and helpful to have the findings. The secondary data have collected from different relevant books, news papers, advertisements, questionnaire, etc. Some data have collected by the discussions with the people who are directly related to the customer and service concern. Target population: Actually the data are collected to make this report from the customers who are the main concern of marketing system. Sampling Technique: The sampling was actually made in the random procedure in case of the customers we talked about the products of SPL. Sample size: the survey was conducted over 30 persons, who were actually customers of Silva Pharmaceuticals Limited. Data analysis: All the data was collected from the sources and analyzed through the simple statistical procedure like rates, ratios, and percentages etc. The data was also analyzed and demonstrated with the pie diagram.

1.5 SCOPE
Scope means area of operations or field of the study. The scope of this report was extended to the point of finding out the satisfaction level and factors of the customers of Silva Pharmaceuticals limited.

1.6 LIMITATIONS OF THE REPORT

There were some problems while doing internship. A whole hearted effort was applied to conduct the internship and to bring a reliable and fruitful result. In spite of having the best effort, there exist some limitations, which acted as a barrier to conduct the program. The limitations were noted below 1. Officials dont want to disclose all the information I need. 2. Although the officers of the Silva Pharmaceuticals Limited have been very helpful, but they didnt have enough time to provide the sufficient information required to prepare the report, as they are very busy with their assigned works. So, in some cases, observation was needed. 3. Customers usually remains very busy with their works as the person were chosen from the patient so most of them were in quite uncomfortable situation to talk and answer the questions with their observed point and opinions.

CHAPTER 2 ORGANIZATION PART

2.2 PHARMACEUTICALS SECTOR OF BANGLADESH

In Bangladesh the pharmaceutical sector is one of the most developed hi-tech sectors which is contributing in the country's economy. After the promulgation of Drug Control Ordinance 1982, the development of this sector was accelerated. This sector is providing 97% of the total medicine requirement of the local market. Leading pharmaceutical companies are expanding their business with the aim to expand export market. Local pharmaceutical sales have grown to 21 percent in the April-June period, a rise from 19 percent in the first three months of this year, according to a report of a global pharmaceutical market intelligence agency. Currently, the market size of the local pharmaceutical industry is worth BDT 70 Billion, said industry insiders. Pharmaceutical sector of Bangladesh forecast to grow by 13 per cent in 2011. Two organizations, one government (Directorate of Drug Administration) and one semigovernment (Pharmacy Council of Bangladesh), control pharmacy practice in Bangladesh. The Bangladesh Pharmaceutical Society is affiliated with international organizations International Pharmaceutical Federation and Commonwealth Pharmaceutical Association.

In July 2010, Prime Minister Skeikh Hasina Wajed urged the World Intellectual Property Organization (WIPO) for another 15 years waiver of Bangladeshi pharmaceuticals from IPR restrictions. The current exemption is set to expire in 2016. The Bangladeshi pharmaceutical industry has achieved rapid growth under the IPR waiver, and there are concerns that the expiry of this could have adverse effects on the industry.

There are 276 small, medium and large local and multinational pharmaceutical companies operating in Bangladesh. Of the companies, the top ten companies take up nearly 70 percent of the total market, according to an IMS survey conducted in 2008.

TOP PHARMACEUTICAL COMPANY OF BANGLADESH: 2011 TK GROWTH SHARE (CRORE) % RANKTOTAL MARKET 7,186 100.00 24.30 1 SQUARE 1,378 19.18 23.54 2 INCEPTA PHARMA 650 9.05 32.17 3 BEXIMCO 620 8.62 40.33 4 OPSONIN PHARMA 355 4.94 26.09 5 ESKAYEF 348 4.84 24.82 6 RENATA 340 4.73 29.63 7 ACME 319 4.44 17.34 8 A.C.I. 293 4.08 18.81 9 ARISTOPHARMA 286 3.99 21.63 DRUG 10 270 3.75 18.18 INTERNATIONAL 11 SANOFI AVENTIS 185 2.57 8.77 12 GLAXOSMITHKLINE140 1.95 10.84 ORION PHARMA 13 140 1.94 31.47 LTD. 14 NOVO NORDISK 128 1.79 27.72 HEALTHCARE 15 126 1.75 33.20 PHARMA 16 GENERAL 117 1.63 19.25 17 SANDOZ 109 1.51 12.25 18 POPULAR PHARMA 94 1.31 54.53 19 NOVARTIS 94 1.30 46.01 20 IBN SINA 93 1.29 19.49 21 NUVISTA PHARMA 83 1.16 37.93 UNIMED 22 68 0.94 22.80 &UNIHEALTH 23 SUN PHARMA 60 0.84 54.63 24 GLOBE 57 0.80 24.72 25 BIO PHARMA 56 0.78 21.07 26 ROCHE 50 0.70 42.24 27 RADIANT PHARMA 41 0.57 71.73 28 PACIFIC 41 0.57 18.46 29 JAYSON 38 0.52 10.97 30 BEACON PHARMA 37 0.52 18.11 31 SMC 33 0.46 -1.25
10

32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50

ORION INFUSION OPSO SALINE KEMIKO PHARMA LTD. NAVANA DELTA PHARMA SERVIER SOMATEC RANGS PHARMA LIBRA ALCO PHARMA APEX PHARMA PHARMADESH SILVA PHARMA MEDIMPEX EDRUC ZISKA WHITE HORSE PHARMA RAK PHARMA LTD. ASIATIC

32 30 29 29 27 27 23 22 21 21 20 19 14 12 11 10 10 8 8

0.45 0.42 0.41 0.40 0.38 0.37 0.33 0.31 0.30 0.29 0.28 0.26 0.19 0.17 0.15 0.15 0.14 0.12 0.12

12.26 1.85 4.68 -1.94 53.11 23.61 4.37 -3.85 -4.70 5.44 38.84 80.09 -1.21 -50.53 -19.17 -0.71 81.65 441.79 65.29

Table 1: Bangladeshs Top Fifty Pharmaceutical Companies (2011)

Bangladesh is an extremely poor country, and many of the population cannot afford to see health professionals when they fall ill, therefore been a long tradition of self-medication in the country. The pharmaceutical distribution network tends to be more retail-orientated and the bulk of distribution is done by the companies themselves. Meeting over 97 per cent of total domestic requirements, pharmaceutical products from Bangladesh have reached the international market spreading over 72 countries around the world including Pakistan, Nepal, Sri Lanka, India, Thailand and China and are now trying to penetrate into the medicine market of European and African continents. Bangladesh can compete with these countries in the international export market due to its quality compliance. According to Export Promotion Bureau (EPB), pharmaceutical export witnessed 6.21 per cent growth in the fiscal 2008-09, earning US$45.67 million, which was recorded US$ 43 million in fiscal 2007-08.

11

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. The country has a large generic market, and large companies are beginning to have success overseas. However, despite the country possessing huge manufacturing capabilities, the complete lack of R&D in domestic companies could cause the market to stagnate. As presented in the Table 1 value wise Square Pharmaceutical Limited is the leader company among all the manufacturers followed by Incepta Pharma and Beximco. Though the firm is growing at a relatively low rate than the other top companies. Again though the overall scenario is showing Incepta and Beximco as closest competitors but value wise there is a huge gap. Again Square Pharmaceutical Limited is one of the oldest companies in pharmaceutical market, so growth rate is relatively low for the company than others. And also for different products under different classes, SPL needs to compete vigorously with different companies. There are several products of different companies in the market and brands of SPL are well accepted. Top 20 products represent 14% of total market and among them there are nine products of SPL and also top ten product list has six names of SPL brands on it. Top ten brands of Bangladesh pharmaceutical industry are as following,

12

RANK PRODUCT

VALUE (Cr. Taka) Share (%) Growth (%)

1 2 3 4 5 6 7 8 9 10

Seclo (SQA)

89.69

1.49

20.75

Losectil (SK+F)

71.50

1.19

84.88

Neotack (SQA)

51.76

0.86

2.52

Neoceptin R (BXM) 50.94

0.84

-9.94

Pantonix (IAP)

47.43

0.79

20.90

Napa (BXM)

47.11

0.78

-1.41

Cef-3 (SQA)

43.75

0.73

9.50

Ciprocin (SQA)

43.31

0.72

-9.83

Zimax (SQA)

36.92

0.61

26.38

Lebac (SQA)

31.65

0.52

7.34

Table 2: Bangladeshs Top Ten Products (2011)

13

According to market share percentage, SPL is also the leader by a high margin. The graphical representation of SPLs position in market and also description of some of SPLs closest competitors is as showed on the next page,

Market Share (%)

SQUARE

4.05 4.23 4.62 4.68 4.86

3.97

SQUARE, 19.17

INCEPTA PHARMA BEXIMCO ESKAYEF OPSONIN PHARMA RENATA ACME A.C.I ARISTOPHARMA DRUG INTERNATIONAL

8.74 4.93 7.71

Graph A2: Market Share of Bangladeshs Top Ten Pharmaceutical Companies

2.1.1 BEXIMCO PHARMACEUTICALS LTD

Beximco Pharmaceuticals Ltd (BPL) is a leading manufacturer of pharmaceutical formulations and Active Pharmaceutical Ingredients (APIs) in Bangladesh. Beximco Pharma started operations in 1980 and now supplies more than 10% of country's total medicinal needs. The company is the largest exporter of pharmaceuticals from Bangladesh and the only company to receive National Export Trophy (Gold), the highest national accolade for export, for record three times. BPL has a global footprint in more than 45 countries across four continents and currently
14

in the process of entering the emerging markets of CIS with increasing focus on regulated markets like EU and USA. The company is consistently building upon its portfolio and currently producing more than 400 products in different dosage forms covering broader therapeutic categories which include antibiotics, antihypertensives, antidiabetics, antireretrovirals, anti asthma inhalers etc, among many others.

2.1.2 INCEPTA PHARMACEUTICALS LIMITED

Incepta Pharmaceuticals was established in 1999 and produced its first product, ranitidine, in December of that year. Incepta also conducts research and development on advanced dosage forms for various drugs and devices including poorly-soluble drugs, dry powder inhalers, coated pellets, modified-release products, and taste-masked preparations. The company sells its products in Bangladesh and plans to begin exporting to both developed and developing countries around the world.

2.1.3 ESKAYEF BANGLADESH LIMITED

Eskayef Bangladesh Limited, the world-class healthcare solution provider, is one of the leading and fastest growing pharmaceutical companies of Bangladesh. Eskayef is growing more global since 2005 and exporting bulk pellets and finished products in Asia, Africa, and Central America and also in the process of exporting in the European countries. Eskayef Bangladesh Ltd. has started supplying medicines in 16 countries like Germany, UAE, Nepal, Bhutan, Sri Lanka, Myanmar, Vietnam, Ghana, Iraq, Indonesia, Kenya, Guatemala, Belize, Yemen, Macau and Somalia. They are the sole agent in Bangladesh for marketing the ophthalmic products of Allergan Pharmaceuticals Ltd., Ireland in Bangladesh.

15

2.2 SILVA PHARMACEUTICALS LTD. IN A BRIEF

Al-Amin Group of Industries, a venture with a dream was initiated 35 years ago, in 1969. The entrepreneur Mr. Anwar Mirza sowed the seed of his dream in Maijdee, Noakhali, which neither was any large business city nor even an industrial zone in that time.In spite of that, with the dynamic management style and hard working and creative employee group,AL-Aminis now become a symbol of TASTE and TRUST. Apart from food industry, Al-Amin blends its TRUST into fully automated Chips Products and roasted peanuts. In addition, they leaped into Beverage, Textile, Fisheries and Insurance. Pacing with the time and strong marketing network, Al-Amin is now a leading Group of Industries with a Global Standard, paving their way to their own Modern Industrial Zone within a very short time as well as an employer of more than 18,000 people.After satisfying the needs of millions domestically, Al-Amin, with its TRUST and TASTE, confidently got itself a space on the shelf of more than ten different countries in the Global Market including Saudi Arab, Kuwait, Nepal, Myanmar etc.Al-Amin always has a deep commitment for the health & well being of the people of this country. To alleviated human sufferings, Al-Amin has entrusted upon a major initiative to set up a worldclass pharmaceutical plant. In its successive expansion, with an act of humanity, Al-Amin initiated its latest endeavor, Silva Pharmaceuticals Limited with the maxim Healing Minds Healing Hearts.The inauguration ceremony was held on 26th July 2003 in Hotel Sheraton, Dhaka with the kind presence of Dr. Khandaker Mosharraf Hossain, Honorable Minister, Health & Family Welfare, Government of Peoples Republic of Bangladesh; Professor Dr. M. A. Hadi, Chairman of Bangladesh Medical Association; Prof. (Dr.) Md. Mizanur Rahman, Director General of Health Services, Government of Peoples Republic of Bangladesh; Dr. Suniti Acharya, WHO Representative in Bangladesh; Professor Dr. Abdul Ghani, Director, Directorate of Drug Administration & Licensing Authority (Drugs), Government of Peoples Republi c of Bangladesh and Dr. A. Z. M. Zahid Hossain, General Secretary, Bangladesh Medical Association and Md. Anwar Mirza, Managing Director,Silva Pharmaceuticals Limited.From its very first day,Silva Pharmaceuticals Limited has been committed to become a leading pharmaceutical company in the industry. The company is strongly represented in the market by
16

its ever-increasing quality product line. With its most advanced & modern machineries and stateof-the-art technology, Silva Pharmaceuticals Limited is devoted to produce safe & quality medicines for the people of the country as well as to export abroad; by thus, contribute to the countrys healthcare system and economic development.

17

2.2.1 ORGANIZATION CHART OF SILVA PHARMACEUTICALS LIMITED

Managing Director

Deputy Managing Director

Director Operations

Dept. post GM

Transport

IT

HR

F&A

Sales

Distribution

Commercial

Factory

PMD

Training

MSD

DGM AGM

Head of HR (DGM)

Manager Dy. Manager

Manager Dy. Manager

Manager

NSM

Distribution Manager

Production Manager

QM Dy. Manager

Asst. Manager Sr. Executive

Executive , Transport

Asst. Manager

Asst. Manager

Asst. Sales Manager

Asst. Distribution Manager

APM

AQM

Sr. Executive

Sr. Executive

Zonal Sales Manager/ Zonal In charge

Distribution In charge

Sr. Executive

Sr. Executive

Executive

Executive

Executive

Sr./Field Manager
Sr/ Medical Promotion officer ADO/Store In charge

Executive

Executive

Executive

Executive

Jr. Executive

Jr. Executive

Jr. Executive

Others

Supervisor

Front Desk Officer/Others

Delivery Asst.

18

2.2.2 MANAGEMENT

Top Management:

Mr. Anwar Mirza, Hon'ble Managing Director Dr. Shibli Mirza, Hon'ble Deputy Managing Director Mr. A. R. Hassan Mirza, Director (Operation)

Corporate Management:

Mr. Mohammad Imtiazur Rahman, Head of HR Mr. Mohammad Aktaruzzaman, IT Manager Mr. Mohammed Nazrul Islam, Manager, F&A Dr. S. M. Abdullah Al Mamun, Dy. Manager, PMD

19

2.2.3 MAJOR DEPARTMENTS

With the maxim to be a leading entity in the healthcare industry, Silva Pharmaceuticals Limited has been continuously thrusting for the best since its inception in 2003. As a company, ti may be new in the Pharmaceutical industry, but we are from the family of renowned AL-AMIN Group, who has been one of the successful business entities in the Business world of Bangladesh for 36 years since 1969. The management consists of experienced business professionals who bless the company with their insights, visions & dynamic leadership and stepping the company to achieve the excellence. Its sincere and dedicated employees work as a team, as we belief organizations success depends on sharing the knowledge, working together and harmonizing every little tasks among about 700 of our employees throughout the entire organization by our ever-increasing product line in the market. Our production facility located in Noakhali with the state-of-the-art technology and high quality control. We have chosen to walk through the path of innovation & quality and aimed to conquer the minds and hearts of millions with quality medicines with the vision to ensure a healthy society. Silva Pharmaceuticals Limited is blessed by the highly experienced management personnel who have been leading the company with their dynamic management style and mentorship. The number of employee is increasing day by day with the present number of about 700. At Silva people are committed in maintaining high ethical standard, producing innovative medicines, providing friendly and flexible working environment. Silva aspires its Human Resource the driving force of the company, to enrich their driving force to become highly competent professionals.

20

2.2.3.1 MARKETING DIVISION

PRODUCT MANAGEMENT DEPARTMENT (PMD) Product Management Department is focused by the every single piece of our marketing tasks from market research to demand forecast and from R&D to final formulation. A motivated team with solid professional exposure comprising of Pharmacists and Medical Graduates is thrusting this department to the excellence. The are not only dedicated to manage their assigned products, but also formulates strategies to elevate market share of companys products, prepare promotional plans, conduct training session, collect feedback from the market, and up-to-date the organizations knowledge base regarding the products.

SALES DEPARTMENT

Sales team is one of the core important drivers for the organizational success. The sales team comprising of about 510 hardworking and skilled personnel, including Zonal Sales Managers, Fiend Managers and Medical Promotion Officers. The number is ever increasing with the demand of time and situation. These people are dedicated enough to do their best in order to bring the success to Silva.

Thirteen sales zones of the company are distributed across the country. Total sales division of the company is divided in two Zones. There are 1. Sales division -1 2. Sales division -2 Sales division-1 includes 1. Noakhali 2. Comilla

21

3. Dhaka Gazipur 4. Narayongong 5. Rangpur Bogra 6. Rajshahi Sirazgonj 7. Sylhet Hobigonj

Sales division-2 includes 1. Barisal 2. Chittagong-Coxs Bazar 3. Chittagong-Hathagary 4. Dhaka-Manikgonj 5. Khulna-Kustia 6. Mymensingh-Tangail

BUSINESS DEVELOPMENT DEPARTMENT

Growth of an organization depends on identifying potential business opportunities and proactively moves for the action. Business Development Department is involving in the search for the novel and potential business opportunities and ways to capitalize the potentiality for the organizational success. The department consists of professional personnel with real business exposure, who are dedicated to bring Silva the excellence in the world of business. They are involving in factors and activities like International Marketing, Regulatory Affairs, Joint Venture, Partnership building etc.

22

MARKET RESEARCH TEAM

Feedback always remains as a major input for every company that is why Silva always searches for feedback. For securing valuable information Silva maintains a well-skilled survey team engages in collecting market feedback continuously in order to keep the organization up-to-date under the supervision of marketing services executives.

MARKETING SERVICES

Silva Pharmaceuticals Limited believes in providing personal services to the customers in order to meet individual requirements. Marketing Services Executives monitor doctors queries, services, requirements etc. and take necessary actions to provide those. This also includes arranging scientific seminars, symposiums and professional meetings etc. regularly.

REGULATORY COMPLIANCE

Internal regulatory compliance staffs regularly communicate with Drug Administration Authorities to meet all current regulations. Internal audits are also being performed to assure that all regulations set forth by regulatory authorities are implemented properly. Quality control and quality assurance units of Silva Pharmaceuticals Limited ensure Current Good Manufacturing Practice (CGPM) and all applicable regulatory validations.

DISTRIBUTION DEPARTMENT

Well-structured distribution system of Silva Pharmaceuticals Limited represents the companys products efficiently to the every corners of the country. This is possible because of time
23

demanding sophisticated distribution system has been introduced by which people are interlinked with each other and ensures the efficiency as well as timely presence of the products in the market. There are twelve depots of Silva Pharmaceuticals Limited throughout the country and the number is increasing with the demand of time, situation and market forces. These twelve depots cover all of these 64 districts of the country presently. These twelve depots are called DMO (District Marketing officer). There names are as follows-

1. Chittagong DMO 2. Noakhali DMO 3. Comilla DMO 4. Sylhet DMO 5. Dhaka DMO 6. Mymensingh DMO 7. Rangpur DMO 8. Bogra DMO 9. Rajshahi DMO 10. Faridpur DMO 11. Khulna DMO 12. Barisal DMO

2.2.3.2 INFORMATION TECHNOLOGY (IT) DEPARTMENT

From the very beginning, Information Technology (IT) has been using in Silva Pharmaceuticals as a tool of everyday work in all functional as well as strategic levels. With the support from the higher management, IT department is working hard to keep the company up-to-date with the changing time. The company is equipped with dedicated broadband connection and LAN system is used to ensure that all the employees are remain connected always with each other. The company uses World Class software package, like ERP solution, that has added value to Silva Pharmaceuticals Limited in this competitive age.
24

2.2.3.3 THE PLANT

The pharmaceutical manufacturing plant is located at Maijdee, Noakhali. The plant is in the area of Al-Amin groups own Modern Industrial Zone. The whole production plant of Silva Pharmaceuticals Limited is designed for segregation of raw materials, proper management of inprocess materials and storage of finished products under controlled conditions. Lighting, ventilation and other environmental controls are designed to facilitate the manufacturing process and eliminate contamination. Waste materials are removed at appropriate intervals and properly disposed.

To ensure the highest degree of purity and formulation accuracy, as well as production speed, Silva Pharmaceuticals Limited is using state-of-the-art equipments and machineries, stringent inprocess quality monitoring. Equipments and machineries are cleaned maintained and sanitized at appropriate intervals (according to SOPs) to prevent contamination. These procedures are carried out under the strict monitoring by the skilled & qualified personnel.

Advanced technology has been installed to produce tablets and capsules. Technicians monitor each tableting and encapsulating station continuously to check the product quality during the production processes. It has automated blister machine in which physical monitoring is also conducted at regular intervals as well as quality assurance for overall quality. Industry challenges are met everyday at Silva Pharmaceuticals with speed, efficiency and confidence.

Appropriate written procedures (Batch record, Analytical Methods etc.) are followed carefully during the production and in-process quality control time. These procedures are drafted, reviewed and approved by the Research & Development as well as the Production Department. The Quality Control Department gives the final approvals. High Standard practices. Good Laboratory Practices (GLPs), and Current Good Manufacturing Practices (cGMPs) are the basic operating principles at Silva Pharmaceuticals Limited that ensure the quality of the products.

The Quality Control and Quality Assurance Department have adequate facilities and trained personnel. At Silva Pharmaceuticals, a rigorous analytical and scientific laboratory procedure assures the quality of products. All the raw materials, in-process batches and finished dosages are
25

sampled, analyzed and monitored in the Quality Control Laboratory for consistency, stability and other relevant parameters. Quality Controlled Laboratory is quipped with the latest HPLC, GC, spectrophotometer, IR and dissolution technology to meet all requirements for USP, BP, NF and Silvas own internal, stringent Standard Operating Procedures (SOPs).

2.2.3.4THE PRODUCTS
Silva Pharmaceuticals have a wide range of products throughout the market and continue to use research and development expertise to ensure that it can make more products available for these medically challenging diseases in the future. The products are useful for more patients and together continue to provide strong revenues that accelerate the companys ability to plough back into the development of new products for future benefit of many more patients. As a company, Silva Pharma has a strategic focus on meeting the needs of the specialist physician. This enables it to gain considerable expertise in this area and build long-term relationship with specialist prescribers. The pharmaceutical is operating in the market with 151 different types of drugs. Out of them only twelve drugs mentioned below are known to most of the people and they also generate higher sales revenue than the other drugs. 1. Duet 2. Omesil 3. Cipronil PFS 4. Codlivit 100 5. Devomit 6. Macrozith 7. Multitonic 8. Neurex-B 9. Omesil IR 10. Preduet 11. Sicef 12. Zoxanid

26

Out of these twelve drugs Duet, Omesil and Cipronil mostly known drugs and they can rank consecutively from the first in consideration of sales revenue.

Duet: It is a drug used to get rid from fever, headache, migraine, common cold, sore throat, toothache, backache, muscular pain, arthritis, neuralgia and menstrual pain. It provides faster relief from pain, fever and headache with extra energy. It offers a new treatment option in idiopathic headache and postoperative pain. Duet energizes body during pain and fever. Disintegration time is shorter than any other competitive brand (DT of duet is only 40-50 seconds but DT of other competitive brands 8-12 Minutes).

Omesil: The drug fight against gastric ulcer, duodenal ulcer, NSAID induced ulcers, GORD/GERD, reflux, oesophagitis, acid related dyspepsia, zollinger-ellison syndrome, and eradication of helicobacter pylori.

Cipronil: This drug work against gastrointestinal tract infections, urinary tract infections, loweRTI, gonorrhea, skin and soft tissue infections and bone and joint infections. Cipronil lacks plasmid-mediated resistance that is why it is very much suitable for different infections. It is equally effective and but more economic compared to ceftriaxone.

2.2.3.5 HUMAN RESOURCE DEPARTMENT

It is the people who make an organization either a successful or a failure concern. The Human Resource Department of Silva is engaging not only in recruiting the best candidates for the organization, but also to provide them the realistic and necessary training for their career development. The department arranges and supervises all the requirements for a motivating, competitive and up-to-date workforce, who are prepare to give their best for the company.

27

2.2.4FUTURE

We like to see ourselves beyond the territory of this country. Thrusting ourselves to bring the total sophistication is the way we look at the future. We believe, success is a matter of continuous improvement at all levels of the organizations. Thus, we continuously strive for the excellence in everything we think, say and do. We have the intention and wholehearted commitment to ensure the footprint of Silva in the business world abroad. This is the time to widen our partnership to those who also like to take the challenge of the International Marketing arena. We open our arm for the mutual interest, benefits and success.

28

2.3 VISION AND MISSION

VISION

The company have a pursuit to become a leader in Pharmaceutical Industry through commitment to the best quality and excellence as well as by excelling in everything that we endeavor.

MISSION

Silva Pharmaceuticals Limited has been chosen to walk through the path of innovation & quality. We have a quest to add value to the quality and to manufacture cost-effective pharmaceutical products to serve the ailing people of the country. The key to our success is never to be contented with out achievements. In our continuing search for improvement & to become the leader;

We uphold our corporate policy to be the best in everything we do. We aspire to enrich our people to become highly competent professional. We enhance conformance to the requirements of International Standards.

29

CHAPTER -3 CUSTOMER SATISFACTION SURVEY

30

3.1 SURVEY PART

As the requirement of the report topic the satisfaction level of the customer was the main working part of the report. To know the factors and levels of satisfaction of the customers, a questionnaire was designed for the customers to run the survey. Initially the survey was not only for the pharmaceuticals product but for the views of the customers towards the industry, so the standard was strictly maintained for the actions of the survey. Responses from the people were not that helpful initially but as it has moved forward with the randomly selected sample, it started getting good response from the people. 30 persons were selected randomly, who were mostly common people and patients of the reputed doctors. For the survey two types of areas have chosen Pharmacy shop areas

31

3.2 FINDINGS
As we have directed the survey we found some remarkable findings based on the questionnaire. But to have the view clearly and at a glance we have just summarized the report and selected the answers of five random questions and focused on them. We also tried to interpret those answers and finally have constructer the recommendation part.

1. Products were available in the market?

no 50%

yes 50%

figure-01
In figure-01 we can see that the percentage on the same category is equal. That means the company should improve their distribution system and the company should also emphasize on their marketing strategy, to meet the market demand and capture the market they really should go fort some fast distribution team and marketing plans.

2. Medicines effectiveness
no 29%

yes 71%

figure-02
By observing the figure -02 we may say that the products are good but need some batterment in the chemical departtment for solving those negativity of 29%.

32

3. How effective was their action comparing with the other drugs existing in the market?
not good 18% very good 47% good 12%

batter 23%

figure-03
In figure-03 there is really a scope of analysis. Several comments have been made to compare the products with the existing market products. Based on the comments we can interpret that the company have to prepare themself for competing the strong market competitors.

4. Reasonability of the price

affordable 29% yes 47% no 24%

figure-04
The price is one of the main concerns to make the company run in the market. The reasonability of different price of different products may be more reasonable for the mass people. In a word the company should be more customer friendly than the profit factors.

33

5. The company is producing quality product

can make good product no 12% 6% yes 82%

figure-05
In term of product quality we can say that the products have quite a good impression in the market. But for the long run and fulfilling the vision the company should improve their quality to the possible level of satisfaction.

34

QUESTIONNAIRE
FINDINGS OF THE SURVEY BASED ON THE QUESTIONNAIRE IN FORM OF A TABLE QUESTION NO. CATEGORY OF ANS 1 2 3 YES NO LISTENED ABOUT IT YES NO YES NO YES NO YES NO YES NO NOT GOOD GOOD BATTER VERY GOOD YES NO AFFORDABLE PERSONS 17 09 04 17 13 17 13 15 15 12 05 15 02 03 02 04 08 08 04 05 % 57 30 13 57 43 57 43 50 50 71 29 88 12 18 12 23 47 47 24 29

Know about Silva pharmaceuticals limited (SPL)? Have you ever taken any drug of SPL? Have you ever been prescribed any medicine of SPL by the doctors? Products were available in the market? Medicines effectiveness

1 2 1 2 1 2 1 2

Was their any side effects?

1 2

How effective was their action comparing with the other drugs existing in the market? Reasonability of the price

1 2 3 4 1 2 3

35

Preservation

1 2 3 4

GOOD NOT GOOD OK CA BE DONE BATTER YES NO NOT GOOD GOOD CLEAR YES NO SHOULD BE BATTER GOOD RARE OFTEN VERY LOW YES NO CAN MAKE GOOD PRODUCTS GOOD VERY GOOD NOT GOOD CAN DO WELL

10 01 03 03 05 01 01 08 02 14 01 02 14 01 02 00 14 01 02 03 03 01 10

59 06 17 18 29 06 06 47 12 82 06 12 82 06 12 00 82 06 12 17 18 06 59

The production information available on the pack

1 2 3 4 5

Company maintaining international standard

1 2 3

1 Which volume doctors are recommending the medicines 2 of SPL? 3 4

The company is producing quality product

1 2 3

What is the prospect?

1 2 3 4

36

3.3 RECOMMENDATIONS
Customers are the main concern of any business. So they are very much important factor for any product or service related business. Their likings, comments, and recommendations are the advises for the company. Based on our survey and the findings I have figured out some point on which the company should emphasize. The recommendations are stated below 1. As we can see at the marketing related questions the satisfaction levels are quite unsatisfactory. The company yet needs the desired recognition at the market. Many of the customers dont even know about them. They need to conduct more promotional actions for there product. 2. The organization should go for more investment and wider business. More products should be produced and all kind of drugs should be produced. It would be helpful to capture the existing as well as the potential markets. 3. Marketing and distribution system are the two vital factors to be focused by any organization. The system actually should be fast and flexible enough to meet any crucial situation demand. To meet the overall market demand and the demand of the industry, faster production, faster marketing and faster distribution should be ensured. 4. Bringing out the best set of employees for the whole business operation can make the ultimate position in the market. Taking care of the employees and the hr department is also necessary. 5. As a newly established company they should make the data and information available to the mass level. 6. Finally, the company should do things to keep pace with the market, And to know the market they should go for random surveys and activities according to the surveys.

37

3.4 CONCLUSION
For any pharmaceutical the crucial importance of the industry is the way the pharmaceutical products are manufactured and marketed. It is of extreme importance and can make or break an organization if proper precautions are not taken. Not only Pharmaceutical Practices but also all organization the first essential elements for success is staff or employee. In the pharmaceuticals industry quality is a very important factor. If we maintain good quality of product we must place right stuff in proper position in right time. Putting the right things is important for some reasons. First, stuff with the right skills and attributes will be better for the company. Second, it is important because its costly to make things and serve. On the main theme we can at least conclude that understanding and working according to the demand of the customers is genuinely necessary to compete and doing well in the industry. Running with the challenges of the world economy it is very important to direct these kinds of surveys, have no alternatives. Making surveys with newer issues, analyzing the findings and making recommendations can take the organization to a batter business environment.

38

APPENDIX

39

QUESTIONNAIRE
SILVA PHARMACEUTICALS LIMITED CUSTOMERS SATISFACTION (Survey was made on 30 persons) 1. Sir/madam do you know about Silva pharmaceuticals limited (SPL)? Yes No Listened about it 2. Sir/madam has you ever taken any drug of SPL? Yes No 3. Sir/madam have you ever been prescribed any medicine of SPL by the doctors? Yes No 4. Was those products were available in the market? Yes No 5. Were those medicines effective? Yes No 6. Was their any side effects? Yes No 7. How effective was their action comparing with the other drugs existing in the market? Not good Good Batter Very good

40

8. Was the price of the medicine reasonable? Yes No Affordable 9. What do you think the medicines were packaged well and can be preserved up to the expire date? Good Not good Ok Can be done batter 10.Was the production information available on the pack? Yes No Not good Good Clear 11.Is the company maintaining international standard? Yes No Should do batter 12.In which volume doctors are recommending the medicines of spl? Good Rare Often Very low 13.Do you think the company is producing quality product? Yes No Can make good products 14.What is the prospect? Good Very good Not good It can do well

41

BIBLIOGRAPHY
1. www.silvapharma.com 2. www.google.com 3. http://dspace.bracu.ac.bd/ 4. www.citehr.com 5. www.slideworld.com 6. http://www.al-amingroup.com/index_silva.html 7. http://learex.com/search.php?s=silva 8. http://www.al-amingroup.com/silva.html

42

43