Customer Relationship Management

Assignment-3
Topic: - Cipla vs. Ranbaxy

(Define the company strategies and what are the

method used for Acquisition of data and
customization method used by company and its
customer privacy policy.)

Submitted to:- Submitted by:-

Mr. Amrish Dogra Rajeev Kumar Jha
Lecture LIM (LPU) Reg no:-10900919
Roll no:-Rt1901 b38
Introduction
In 2003, Cipla was one of India's top five pharmaceutical manufacturers, the others being
Lockhart, Ranbaxy, Dr. Reddy's and Nicholas Primal. Cipla recorded sales of Rs. 15,990.04
million and a net income of Rs 2477.44 million. Over the years, the company had developed
strong research and marketing capabilities. Cipla had enjoyed an average annual growth rate
of 30.3% from 1999 through 2002, at a time when multinational pharmaceutical companies
had grown at only 1%. Although Cipla's primary market was India, the company sold its
products worldwide. Cipla's line of more than 400 drugs, included anti-asthmatic, anti-cancer,
anti-inflammatory, anti-depressant and anti-AIDS medications.The company had 21 sales
offices and five manufacturing plants in India, three of which had been approved by the U.S.
Food and Drug administration (FDA) as well as the World Health Organization (WHO).

An introduction to Ranbaxy in India

Ranbaxy is one of the leading pharmaceutical Companies in India commanding a

market share of around 5%. The Company has clocked sales of USD 293 Mn in 2009
in India. Growing ahead of the market, the Company has enhanced its competitive
position in the domestic market through its focused approach. The Company’s business
has been realigned to its customer groups and investments have been made in high
growth segments. These efforts have resulted in strengthening its Chronic franchise
(Life Style led) as well as has reinforced its leading position in the Acute segment.

Ranbaxy is a strong player in the Novel Drug Delivery System (NDDS) segment. Its
product portfolio spans across Acute & Chronic Business covering Anti-infective,
Nutritionals, Gastro-intestinals, Pain Management (Acute) Cardiovasculars,
Dermatologicals, Central Nervous Systems (Chronic) segments.

Company’s India operations are a dominant force in a number of participating

therapeutic segments, for example Anti-infective, Statins, Dermatology and Pain
Management. A publicly listed company, Ranbaxy India is also a member of IPA
(Indian Pharmaceutical Alliance) & OPPI (Organization of Pharmaceutical Producers
of India).
Strategic Planning Process Overview

As we develop your strategic plan for CRM, you need to always yourself "how does this add
value to my customer and in turn add value to my company"? But you also need to keep the
following things in mind:

• Identify the financial goals of your business

• Identify the risks of this initiative, both short and long term
• Identify what you will measure, how you will measure it and how you will evaluate
the results.
 • Identify how you will use your results to make the appropriate changes to your
initiative over time

The process can be a lengthy one, and there are risks, especially with change management
issues. As a result, even companies who "get it" with regard to customer-centricity don't take
the steps to change their business. For those who do, success comes by going through a series
of planning stages. Here's an example:

• Develop your Customer Focused Strategic Plan

• Realign your Front Office work flows, and information flows, with effective business
process mapping
• Realize that effective change management is critical to getting a high user adoption
rate not only for software use, but the customer focused way of doing business in
general
• Make sure you provide good customer service and collect the data you need to help
other functional parts of your business.
• Develop an effective customer relationship marketing program to acquire new
customers but, more importantly, keep your existing customers, When all of this is
done, then it's time to select CRM software

CRM strategies in Cipla pharmaceuticals

1) At a time when domestic pharmaceutical companies are being acknowledged worldwide
for their acquisitions and patent challenge, local investor have given a thumbs-up to cipla
‘s safe strategy by making it the most valuable pharma company in the country in term of
market capetalization. Mainly strategy focused on the domestic market, cipla has
largely refined from big ticket acquisitions and research and patent challenge.

http://www.business-standard.com/india/news/cipla%60s-
strategyhitinvestors/258363/

(cipla strategy a hit with investors-buman srivastava/new Delhi 11,2006

2) Cipla pharmaceutical creates intelligent, creative and solid visual web brands.
By seeking a coherent understanding of our clients' unique positions, business
environment, branding needs and target audience, we define a branding strategy that
captures the uniqueness of our competition.

http:// www.effective-crm-consulting.com

3) Cipla has not been able to sustain its outperformance. One of the major reasons for this
has been the muted y-o-y growth of 8.5% in domestic sales. This is lower than the
average industry growth rate of 17-18%. The drop in exports of active pharmaceutical
ingredients (APIs) also contributed to the decline in revenues. Cipla attributes this to
 seasonal variations, which will get corrected over the next couple of quarters.
Its strategy shift in the export business from being a volume-driven player to a
value-conscious one has impacted its rSevenues from exports, which contribute close
to 57% to Cipla’s total revenues. Investors need to closely watch its performance
over the next couple of quarters to see how well this change plays out for the
company.

( http:// economictimes.indiatimes.com/markets/stock/stock-in-news/ciplas-portfolio-
drls.strategy-shift-to-decide-cource/articleshow/5910895)

4) Cipla's portfolio, DRL's strategy shift to decide course

Chemical Industrial and Pharmaceutical Laboratories (CIPLA), the third largest

pharmaceutical company in India and one of the leading generics producers, offered to supply
certain AIDS drugs to these countries, at about a tenth of the price offered by multinationals.
This move by CIPLA sent the big pharma players across the world scurrying to lower their
prices and to stop generic versions of their drugs being sold.

(http://www.ibscdc.org/casestudies/strategy/core%20competency%20andcompetitive
%20advantage/CCA0004.html.)

5) Cipla's strategy has shown to be more suitable to today's scenario, in which competition
is increasing and pricing pressure is relentless. So Cipla make pricing strategy on the
base of it competitors and customer paying ability, With a ground presence in 49
countries, products available in 125 countries, and manufacturing operations in eight
countries,

(www.cipla.com/whatnews/newsarchive2006.html.) Economic Times Mumbai / Economy

/ October 30, 2006 Safe & steady strategy gives Cipla

6) Assignment or Distribution Strategy

This strategy is used by cipla while the customers purchasing products. They distribute
assignments or we can say feedback form or questionnaire and the customers get any
surprise gift after fill the forms and the company get the data about the customers and
distributers

CRM strategies in Ranbaxy pharmaceutical

1) Ranbaxy to launch low-cost Alzheimer drug in US soon
Ranbaxy laboratories will launch a low-cost version of Alzheimer’s drug Aricept in the US
next week generating revenues of around $200 million or more over a six month period.
2) Ranbaxy Expands Domestic Field Force By 50%

Ranbaxy laboratories decision to hire 1,500 additional medical representatives in India is

in accordance with one of BMI's short-term core views: sales forces will contract in
developed states and expand in emerging markets.

( publications:-lexisnexis,date wenesday,april 7/ 2010)

3) Ranbaxy has hired 1,500 people to beef up its sales force and will launch 100 new
products in 12 months. Abbott will use Piramal’s sales force — at 7,000 — to sell existing
and new products, including patented ones.

(www.ranbaxy/casestudies.com)

4) Distribution Strategy

This strategy is used by Ranbaxy – learning about the customers purchasing products and the
behaviour of the distributers. They distribute assignments or we can say feedback form
or questionnaire and the customers and distributers get any surprise gift session, gift
after fill the forms and the company get the data about the customers.
(www.ranbaxy/casestudies/research/paper.com)

Methods Used For Acquisition of Data by Cipla (pharmaceutical )

Cipla used various methods of data acquisition

Through the website.

Through the feedback forms used in distributers and doctors .

Through the Record maintain in medical representative and hospital.

Through the various events and like Loyalty programs seminar of the health club.

DATA acquisition with software

LogiLabPRO:
Client : Cipla Pharmaceuticals-Pune, Enum Nostrum-Bangalore.
Language: VB
Database: Sql server
Duration: June 2009 to Till date
Testing Approach: Manual and Automation
Test Management Tool: Quality Center
Description: LogiLabPRO is instrument-interfacing software that collects data from RS232,
TCP/ IP based instrument systems. It is an RDBMS based Client/ Server, Data Acquisition,
Parsing, Archiving, Document Management, Reporting and Instrument interfacing package
for any analytical laboratory. LogiLabPRO collects data from lab instruments, a sophisticated
parsing engine extracts data of interest as fields that can be used for designing spread-sheets
and collecting data, performs calculation and seamlessly transfers data to LIMS/ ERP, has all
features to comply with GLP and 21 CFR Part 11. Archiving, Reporting, Custom Formatted
Output Software for Laboratory instruments Collect data from multiple instruments like
Balances, pH, Conductivity, Ion Meters and transferring data from logilab to LIMS.

Methods Used For Acquisition of Data by Ranbaxy(pharmaceutical)

Through the website.

Through the website form in which if someone want to take information then first fill his or
her information then proceed further.

Through the application form which is available with the products of Ranbaxy in which
some gifts are available if you fill the complete form and send to company address and with a
very easy question

After studying the conclusion of data acquisition of Cipla and Ranbaxy these are the
main tools. (where software is the most important tool)

• Clinical Research Associate:

The main function of a clinical research associate is to monitor clinical trials. He or

she may work directly with the sponsor company of a clinical trial, as an independent
freelancer o r for a Contract Research Organization (CRO). A clinical research
associate ensures compliance with the clinical trial protocol, checks clinical site
activities, makes on-site visits, reviews Case Report Forms (CRFs) and communicates
with clinical research investigators.

• Clinical Research Investigator:

TConduct BA/BE studies as per cGCP guidelines, Writing/revising SOP for clinical
operations. Review of protocols, Investigators Brochures, ICF and CRFs Protocol,
CRF and ICF preparation Plan & conduct of BA/BEIEC/IRB affairs-GC.

• Study Coordinator:

Study coordinators work directly with study volunteers, providing them safety and
protection while collecting and managing the study data. They promote, advertise, and
conduct telephone and face-to-face screenings to recruit volunteers. During the study
process, they assess volunteer condition and coordinate ongoing clinical/laboratory
testing and physical exams. Coordinators may assess vital signs (height, weight, blood
pressure, pulse), and some are trained to collect blood/urine specimens and
performing function testing. Study coordinators follow up with volunteers after the
study and manage a great deal of paperwork, electronic correspondence and data.
• Data Manager / Biostatistician:

Biostatisticians collaborate with researchers to design studies that may show the
seriousness of a disease, predict a specific disease's seriousness, evaluate a new
treatment, assess the safety and effectiveness of medications and increase knowledge
of environmental issues. Additionally, biostatisticians participate in research design,
data collection, choosing and implementing appropriate methodologies, and
interpreting the results.

• Regulatory Affairs Manager:

Responsible for review & registration of documents as per country specific guidelines
for ex port. Evaluation of technical data & answer to various related queries as per
regulated & semi - regulated requirements. Liaison with regulatory authorities.

• Clinical Trials Auditor:

Conducts audits for the regulatory/QA function within the Clinical Trials Department
in order to help assure compliance with GLP/GCP in accordance with established
FDA regulations and company policies and standard operating procedures Job
Requirements Normally B.A./B.S. in Science w/1-2 years of experience.

• Clinical Project Manager:

Responsible for ensuring compliance across projects to all applicable Clinical Trial
regulations, guidelines, SOPs Protocols and procedures. Coordinate project start-up,
project maintenance and project close-out activities, Serve as the primary contact for
the Sponsor and all project team members, Direct supervisory responsibility for
project Coordinators, project Assistants, CRAs, etc

• Clinical Research Manager :

Manage interdisciplinary clinical research projects, as Project. Supervise, train, and

mentor Clinical Research staff, Approve investigator study budgets and contracts,
Review an d approve regulator y and administrative documents, develop protocols
and approve Case Report Forms (CRFs), Review Tables and Listings generated from
study data. Author Clinical Study Reports. Train CRAs on monitoring, internal
procedures, and query, resolution.

• Business Development Manager:

Identify potential clients & establish business relations & convert into real business.
Responsible for all Business Development functions Meeting new clients, following
up on leads, CRM. Continuously monitor the Competition and Global Market.
 • Drug Safety Associate :

Manage and relay d rug safety information, maintain current knowledge of global
drug safety regulations, summaries clinical safety data, participate in meetings with
potential and actual study sponsors, write narratives with medical input from a
physician, report SADRs to the Regulatory Authorities, participate in the training of
operational staff on drug safety issues, quality control work o f other staff in the
department, take on any other task as assigned by the manager or Medical Director
within the capabilities of the Drug Safety Associate.

• Medical Writer:

To prepare high quality documents, manuscripts, abstracts and other communication

tools (slide presentations, posters etc.) for publishing in indexed scientific/medical
journals or for presentation in scientific/Health Authority meetings.

• Clinical Data Manager:

The Clinical Data Manager (CDM) ensures complete, accurate and consistent data for
reporting to regulatory bodies. A CDM is involved in the setting up, running and
reporting of clinical trials. The CDM processes data using a range of computer
applications and database systems to support collection, cleaning and management of
patient data

The meaning of Privacy Policy

Most businesses collect some sort of personal information on their clients, customers, or
employees. But not all of them are scrupulous in how they guard that information from theft
or misuse. Companies that keep customer or employee identification numbers, income,
personal references, employment history, health records, or other important data have a
responsibility –- in some cases, a legal responsibility –- to keep that information safe.
Privacy Policy in Ranbaxy

Ranbaxy uses its best efforts to respect the privacy of their on-line visitors. Ranbaxy only
gathers personally identifiable data, such as names, addresses, e-mail addresses, etc. when
voluntarily submitted by the user. This information is used solely by Ranbaxy, subsidiaries,
affiliates or other entities that are involved in the operation of this website for internal
purposes and is not sold or transferred to third parties. Only users who request e-mail
notification will receive same. Ranbaxy reserves the right to update this policy at any time.
(http://www.ranbaxy.com/common/privacy.aspx)

Medical Confidentiality Policy Of Cipla

PathReports.in strives to protect th privacy of pathologists and it's customer's medical as well
personal information to the greatest possible extent. To that end, we provide the following
guidelines regarding the confidentiality of medical information:

1.) "Medical information" is any information, data, or documentation relating to a pathology

or it's customer's health condition. The term includes, but is not limited to, oral, written, or
digital information concerning a pathology or it's customer's health condition; pathological
records; medical records; disability records; payment records; reports record; doctor's
information; earning information; and/or information concerning visits or payments to any
health care professional, hospital, emergency room, or other type of short- or long-term
health care facility.

2.) Any information concerning pathology and it's customers will be kept on highly encrypted
and secured servers. Only authorized person may ever have access to such information which
is relating to him or originated by him.

3.) Employees are hereby requested that medical information concerning employees is
absolutely confidential under state and federal laws and may not be discussed at any time
with any person under any circumstances, unless an employee needs to do so in order to carry
out his or her job duties, or unless the person discussing the information is talking or
otherwise communicating with the subject of the information at that person's invitation. If an
employee is concerned about a possible medical condition on the part of a coworker, the
employee must not discuss such concern with anyone other than [designate the person to
whom such concerns should be brought].

4.) We have provided sufficient options to the customers of pathology to maintain their
privacy which they can access in their account after signing up with a customer id or
registering with an existing customer id.You are therefore requested to change the privacy
settings if you don't wish your reports to be accessible from any where else other than only
from your account or from your registered mobile number.

CONCLUSION

After the study of Cipla and Ranbaxy I concluded that the pharmaceutical work on its
strategy according to our customer relationship management BY ED PEELEN
DIAGRAM OF CRM STRATEGY FORMULATION

Offensive vs. defensive strategies used by pharmaceutical company

Enlarge
market
Offensive
(New
Increase
Increase
customers)
Defensive Build
customer
market share
(current switching
satisfaction
customers) barriers
Generic

strategie
s

REFFERENCES
1) http://www.business-standard.com/india/news/cipla%60s-
strategyhitinvestors/258363/

(cipla strategy a hit with investors-buman srivastava/new Delhi 11,2006

2) http:// www.effective-crm-consulting.com

3) http:// economictimes.indiatimes.com/markets/stock/stock-in-news/ciplas-

portfolio-drls.strategy-shift-to-decide-cource/articleshow/5910895)

4) www.ranbaxy/casestudies/research/paper.com)

5) LexisNexis, date wenesday, april 7/ 2010)

6) www.cipla.com/whatnews/newsarchive2006.html

7) BOOOK OF CRM BY Ed peelen

8) WWW.GOOGLE.COM