Analysis on Beximco Private Limited and Its Product Napa Paracetamol-Caffeine Tablet
1.0 Introduction
Background of the study:
More than 300 local and multinational organizations have the registration of production and marketing of pharmaceutical products in Bangladesh but 212 companies have the existence in the production and marketing of pharmaceutical product. Within these numbers 150 companies hold near about 99% market share of the over all market of the company. Now, pharmaceutical industry can fulfill more than 90% of the local needs.
Beximco Pharmaceuticals Ltd. is on of the leading Pharmaceuticals Company in Bangladesh. Beximco Pharmaceuticals Ltd. is producing world class of Medicine, following the requirement of the World Health Organization (WHO) in order to improve the health happiness and the quantity of life. We placed greatest emphasis on maintaining the highest standard of the Corporate Governance. On the basis of Customer satisfaction servy we can describes how the principles of the good Governance is applied in Beximco Pharmaceuticals Ltd. The Beximco Pharmaceuticals Ltd.committed to efforts our health care needs of the country, about 26 new products have been added to the existing products during this year. As a result Triocim, Prosan, Recox, Atova, and lot of medicine are already achieve themselves in a good position in the world Market within a short period of time. But Beximco Pharmaceuticals Ltd. Company’s superstar product “NAPA” continued to retain the number of one position since 1990’s & now we find out the customer satisfaction on it again in this position.
Scope of the study:
The projected part of the study is to focus on the marketing mix (product, price, place, promotion) NAPA (the paracitamol Brand of Beximco) would be helpful to acquire knowlwdge about the pharmaceutical sector of Beximco and their way of war. The success factors of Napa medicine market of Bangladesh.
Justification:
The significance of this study is to know about the activities which are done by ACE and others thread a paracitamol brand and match it with the theoretical knowledge. To know about the level of customers satisfaction regarding marketing mix, product, price place, promotion and based of findings draw some recommendation for the paracitamol brand NAPA.
There are many products are manufactured and sold by Beximco Pharma ltd. in whole Bangladesh to satisfy need of quality and safety medicine in Bangladesh. Among all theses products Napa is one of the most available and selling product of the Organization. Napa is an analgesic & antipyretic used for the fast & effective relief of pain & fever & discomfort associated with headache, period pain cold & flue, tension headache, backache & muscular aches. Beximco Pharmaceuticals Ltd. Company’s superstar product “NAPA” continued to retain the number of one position since 1990’s but now it has many other competitors such as Ace & other. So now we want to find customer satisfaction level from a study on customers’ (Doctors & Chemist) percertion, it’s findings, analysis, recommendation for Napa & on the basis of this report they can continue their number one position.
Objectives
1.4.1 Broad Objectives:
The broad objective of the report is to Identify the customer satisfaction analysis on “Marketing Mix of Napa”( Beximco.)
1.4.2 Specific Objectives:
· Attaining practical knowledge about the current market situation of Napa (paracetamol.
· Knowing practically, how to analyze the marketing mix (4P’s) of a particular product.
· Knowing the consumer satisfaction level about the marketing mix of Napa.
· Learning practically, how to prepare a report.
· Enhancing our practical knowledge and skills
· To determine the consumer attitude towards Napa of Beximco Pharma Ltd’s product.
· To know about the customer satisfaction regarding quality & branding of the product of Napa.
· To know about the availability, doctor’s preference, patients complains about the brand.
· To understand what type of patient or customers are like to use this brand
· To know about the distribution of their product &customer satisfaction about the distribution of Napa.
· To determine the position of Beximco Pharma Limited on the basis of Napa product of Beximco Pharma limited regarding the customer.
Research methodology:
1.3.1 Research type: It’s a descriptive research on analyzing the marketing mix of Napa (paracetamol).
1.3.2. Source of data: All the necessary information to prepare this report are collected form both primary and secondary sources of data.
1.3.2.1: Primary Source: It includes the following sources of data —–
· Observation
· Questionnaire survey
· Market survey
· In-depth interview
· Focus group discussion (FGD)
1.3.1.2. Secondary Source: It includes following sources of data ——–
· Different types Books, Articles.
· Net browsing
· Deferent types of journals
1.3.3. Methods of data collection: We have used following methods and tools to gather our necessary data or information (both the primary & Secondary) ——-
1.3.3.1: Primary Data: All the necessary primary information are collected by using the following methods or tools ——-
· Direct market survey
· Through observation
· Through questionnaire (questioning people)
1.3.3.1.1. Questionnaire: We have used researcher administrate questionnaire which includes both close ended and open ended question. The size of the questionnaire is two A4 size pages and the average time of questioning is 10-20 minutes.
1.3.3.2. Secondary Data: We have used following tools to gather our necessary secondary data —–
· Net browsing.
· Different types of articles and books.
1.3.4. Sampling plan:
1.3.4.1. Target population: All the users, who lived in Mirpur-1 & Dhanmondi area, of paracetamol .
1.3.4.2. Sampling frame: We haven’t found any structured sampling frame.
1.3.4.3. Sampling unit: An individual who use paracetamol to prescribe or to sell
1.3.4.4. Sampling method: We have used non-profitability judgmental method to collect the necessary information from our samples.
1.3.4.5. Sampling size: We have surveyed 50 Doctors&Chemist persons as sample from our population.
1.3.5. Analysis and reporting: We have used different types of statistical tools and computer software for analyzing and reporting our gathered information, such as – Microsoft Excel.
1.4. Limitation of the study:
At the time of preparing this report we have encountered buy several problems or limitations, such as-
· Lack of structured information, which is the main problem we have faced.
· Lack of time.
· Lack of money.
· Lack of practical skills, and so forth.
· Moderate
2.1Background History
Beximco Pharmaceuticals Ltd (BPL), also known as Beximco Pharma is a major pharmaceutical company based in Bangladesh. It produces finished goods. Its business lines consist of manufacturing and marketing of pharmaceutical finished formulation products, large volume potentials and active pharmaceuticals ingredients.
It is part of the Beximco Group of Companies. The history of pharmaceutical business of the company dates back to the early 70s, when it started to import market and distribute medicines from world renowned companies like Upjohn Inc. of USA and Bayer AG of Germany. Since the very beginning, the company was highly successful in generating increased demand for its products which eventually justified local production. Accordingly a pharmaceutical manufacturing facility was designed and constructed in 1980 under the technical supervision of Upjohn Inc. of USA, to manufacture their products under license. Products made under license of Bayer AG of Germany followed. After its initial years if struggle, Beximco Pharma broke ground with the launching of its own products in 1983.
BPL has now grown to become one of Bangladesh’s leading pharmaceutical companies, supplying more than 10% of country’s total medicine need. Today Beximco Pharma manufactures and markets its own branded generics for several diseases including AIDS, cancer, asthma, hypertension, and diabetes for both national and international markets.
Beximco Pharma manufacturing facilities are spread across a 20-acre site located in Dhaka, Bangladesh. The facilities comprise of a number of purpose-built plants, including a new Oral Solid Dosage (OSD) plant. The site includes manufacturing facilities as well as a research laboratory and a number of warehouses. The plant and machinery of the facilities were designed, produced and installed by partners from Germany, Switzerland, Sweden, Italy and the United Kingdom, amongst others.
It is one of the leading edge pharmaceutical companies and is a member of the BEXIMCO Group, the largest private sector industrial conglomerate in Bangladesh. The strategic strengths of Beximco Pharma are its strong brand recognition, highly skilled work force and diversified business mix. Beximco Pharma brands – Neoceptin R (Ranitidine), Napa (Paracetamol), Amdocal (Amlodipine), Neofloxin (Ciprofloxacin), Bexitrol F (Salmeterol Plus Fluticasone), Bextrum Gold (Multivitamin and Multi Mineral) and Atova (Atorvastatin) are among the most recognized brands in the Bangladesh Pharmaceutical industry.
2.2 Beximco Group:
Bangladesh has come a long way since its independence. It has improved key social indicators and the well being of its people. The Beximco Group of Companies has been an integral part of this progress. BEXIMCO’s philosophy is simple: In identifying opportunities, it has targeted those industries which the country needs most in order to progress and to improve living standards. Beximco is also focused on those industries, which make the most of Bangladesh’s Competitive Advantages in the international market.
As a result of this philosophy, the Beximco Group is today Bangladesh’s largest private sector industrial conglomerate. In the course of its growth, it has created industrial and management capabilities that will serve the country for generations to come.
Over the years since started it could gain a position to symbolize effective management, fund generation, and diversification of exploring business opportunities. Today it is one of the most known names in the country’s business arena.
Beximco practices an appropriate combination to delegate authority and responsibility that works to motivate employees and yield better performance for the company as a whole. Recruiting the efficient and potential people, planning to develop human resources, exploring business opportunity, and information management have strengthened the effectiveness and image of the group.
It has a turnover of Tk. 16.5 billion and employs 22,000 people. Beximco has 1, 52,000 shareholders and contributes to 8% of the market capitalization of Dhaka Stock Exchange. BEXIMCO’s industrial businesses include jute, textiles, basic chemicals, ceramics, pharmaceuticals and marine foods. BEXIMCO’s non-industrial undertakings are focused on real estate and construction, engineering, media, information technology, trading and financial services.
It is the creation and expansion of businesses critical to Bangladesh’s development, businesses, which are developed and run by Bangladeshis, businesses that develop technologies and practices specific to the needs of the country, which is the defining characteristic of the BEXIMCO story.
The Company is a member enterprise of the Beximco conglomerate. The principal place of Business is the registered office at 17, Dhanmondi R/A, Road No.2, Dhaka-1205. The London Branch is situated at 305A Finchley Road (1st floor), London NW36DT, UK and the Wholly owned subsidiary Beximco USA Ltd. is located at 310 Selviddge Street, Dalton, Georgia-30722, USA.
2.3 Companies of Beximco Group:
Beximco is a group of 34 companies and most of these are being operated through eight divisions. These every division is monitor by the Headquarter. The divisions namely are as follows:
Table: 3 Companies of Beximco Group
| Divisions | Companies |
| Textile Division | Padma Textiles Mills Ltd
Beximco Synthetics Ltd Beximco Apparels Ltd Beximco Knitting Ltd Beximco Textiles Ltd Beximco Denims Ltd Beximco Fashions Ltd Beximco Fabrics Ltd |
| Divisions | Companies |
| Chemical Division | Beximco Pharmaceuticals Ltd
Beximco Infusion Ltd Pharmatek Chemicals Ltd I&I Services Ltd |
| Real Estate & Construction Division | Beximco Engineering Ltd
Shinepukur Holdings Ltd |
| Trading Division | New Dhaka Industries Ltd
Sonali Ansh Ltd Esses exports Ltd |
| Marine Food Division | Beximco Foods Ltd
Beximco Fisheries Ltd |
| Media Division | Beximco Media Ltd |
| Information Technology Division | Beximco Softech Ltd
Beximco Systems Ltd Beximco Computers Ltd Bangladesh Online Ltd |
| Jute Division | New Dhaka Industries Ltd
Sonali Ansh Ltd Esses exports Ltd |
| Others | Shinepukur Ceramics
Gammatech Ltd |
Source: Website, Beximco
Beximco Pharma at a Glance
Source: Website, Beximco.
The recipient of three times “Gold” national export trophy, Beximco Pharma is the largest exporter of pharmaceuticals from Bangladesh, spreading its presence in many developing and developed countries across the globe. Beximco Pharma is the only company in Bangladesh to receive this highest national accolade for export, for record three times
2.6 Current Profile
| Corporate Headquarters | 17 Dhanmondi R/A,Road No.2
Dhaka 1205, Bangladesh Phones: 880-2-868220, 861891 Fax: 880-2-863470, 867647 |
| Operational Headquarters | 19 Dhanmondi R/A,Road No.7
Dhaka 1205, Bangladesh Phones: 880-2-869151(to 5) Fax: 880-2-863888, 863470 |
| Factory | Cherag Ali Market, Auspara, Tongi I/A, Gazipur. |
| Year of establishment | 1976 |
| Commercial Production | 1980 |
| Type of business | Manufacturing and Marketing of Finished Pharmaceutical
Formulations and Raw Materials |
| Authorized Capital | Taka 2000 million |
| Paid-up capital | Taka 1040.97 million |
| Number of Shareholders | 49000 |
| Stock exchange listing | Dhaka (DSE), Chittagong (CSE) and London Stock Exchange |
| Number of employees | 2403 |
| Overseas Offices and Associates | USA Pakistan, Myanmar, Singapore, UK, USA, Yemen, Kenya, Nepal, Vietnam, Sri Lanka |
| Export activities | Bhutan, Georgia, Germany, Hong Kong, Iran, Kenya, Malaysia, Myanmar, Nepal, Pakistan, Russia |
2.7 Beximco Pharma Strategy
2.7.1 Mission statement
Each of our activities must benefit and add value to the common wealth of our society. We firmly believe that in the final analysis we are accountable to each of the constituents with whom we interact, namely: our employees, our customers, our business associates, our fellow citizens and share holders”.
2.7.2 Vision Statement
“BPL has transformed its activities, culture, style and philosophy to meet the demands of the new millennium. Business diversifications that are strategically important for sustained growth are results of its vision of the future. A multi-million dollar pharmaceutical formulation plant which will be fully up to the USFDA standard is being built. On completion, this plant would be one of the most modern plants in this region. Several new bulk drug facilities are being developed to backward integrate their high volume products. BPL’s commitment to its customers is to always offer them the best both in product quality and services”.
2.7.3 Board of Directors
| A S F Rahman | Chairman |
| Salman F Rahman | Vice Chairman |
| Iqbal Ahmed | Director |
| Mohammad Abul Qasem | Director |
| Osman Kaisar Chowdhury | Director |
| Abu Bakar Siddiqur Rahman | Director |
| Dr. Farida Huq | Director |
| Faheemul Huq | Director |
| Ahsanul Karim | Director |
| Dr. Abdul Alim Khan | Independent Director |
2.7.3.1 Function of the Board
The board of directors is the highest level of authority in the organization structure of BPL. The board is responsible for the overall direction and is ultimately accountable to the shareholders for the activities, strategies and performance of the company. Currently, the board of directors of BPL comprises of 10 members with Mr. A S F Rahman as Chairman and Mr. Salman F Rahman as Vice Chairman.
The major concern of the board is to ensure that the overall activities of the business are conducted responsibly and with focus on long – term value creation. The board meets periodically to transact matters placed before them that require board’s approval and/or direction. Board reviews the overall activities of the business and where necessary, strategic guidelines are given for onward implementation.
2.7.4 Executive Committee
| Osman Kaisar Chowdhury | Member of Board of Directors |
| Nazmul Hassan | Chief Executive Officer |
| Ali Nawaz | Chief Financial Officer |
| Afsar Uddin Ahmed | Director, Commercial |
2.7.4.1 Function of Executive Committee
Next to the board, there is a four-member Executive Committee for closer monitoring of business performance and to provide operational guidance. The scope of work of the committee includes but not limited to, review of business performance, approval of budget, evaluation of capital expenditure proposals and if appropriate recommendation for approval to the board, appraisal of senior level managers etc., The review, evaluation and recommendations of the Executive Committee provide significant input to enable the board to take the well-informed decisions.
2.7.5 Management Committee
| Osman Kaisar Chowdhury | Member of BOD &
Executive Committee |
| Nazmul Hassan | Chief Executive Officer |
| Ali Nawaz | Chief Financial Officer |
| Afsar Uddin Ahmed | Director, Commercial |
| Rabbur Reza | Director, Marketing |
| Lutfur Rahman | Director, Works |
| Zakaria Seraj Chowdhury | Director, Sales |
| Mohd. Tahir Siddique | Executive Director, Quality |
| A R M Zahidur Rahman | Executive Director, Production |
| Jamal Ahmed Choudhury | Senior Manager, Accounts & Finance |
2.7.5.1 Activities of Management Committee
The responsibility to implement EC decisions and supervision of day to day business affairs of the company lies with the management committee. They are also responsible for achieving the business plan. The committee consists of functional heads of different operating/business segments and is headed by CEO. The committee meets once a month and extensively reviews the overall activities of each segments of business.
2.8 Organizational Structure
3.0 OPERATIONS OF BEXIMCO PHARMA
3.1 Operational Network
Beximco is the largest pharmaceutical company. They operate their business not only in Bangladesh but also all over the world.
3.1.1 Local Market
Beximco is one of the leading edge pharmaceutical companies. It operates their business in 64 districts within the country.
3.1.2 International Market
Beximco is the largest exporter of pharmaceutical products from Bangladesh and received National Export Trophy (Gold), the highest national accolade for export, for record three times. They commenced international market operations with the export of Active Pharmaceutical Ingredients (APIs) to Hong Kong in 1992 and finished formulation products in 1993. We first exported intravenous fluids in 1995 to Russia and Vietnam. Beximco Pharma is the only pharmaceutical company in Bangladesh having its operation in Singapore.
Along with selling products to regular retail outlets, we also supply products to renowned hospitals and institutions in many countries, including Raffles Hospital, and K K Women & Children Hospital in Singapore, MEDS and Kenyatta National Hospital (KNH) in Kenya, Jinnah Hospital, and Agha Khan Hospital in Pakistan.
Products registered in / exported
· Asia: Singapore , Hong Kong , Myanmar, Cambodia , Nepal, Sri Lanka , Pakistan Philippine, Bhutan , Iran , South Korea , Taiwan , Thailand, Vietnam.
· Africa: Kenya, Ghana, Somalia, Botswana, Mozambique.
· Pacific Island: Fiji, Papua New Guinea, Solomon Island, Kiribati , Middle East, Yemen, Jordan.
· Latin & Central America: Chili, Belize, Guatemala
· Eastern Europe: Georgia, Russia, Ukraine
3.2 Products of Beximco Pharma
The name Beximco Pharma assures many things: outstanding product quality, leading-edge technology, advanced new products, and a commitment to serve the medical community.
Beximco’s products come in a wide range of dosage forms including tablets, capsules, dry syrup, powder for suspension, cream, ointment, suppositories, metered dose nasal sprays, large volume intravenous fluids, metered dose inhalers etc. ensuring the global standard of quality.
Healthcare professionals may contact directly or alternatively the nearest Beximco Pharma Medical Representatives for further information. Government regulations do not allow pharmaceutical companies to offer medical advice or guidance to patients.
3.2.1 Allergic Disorders
Beximco Pharma has a strong focus to offer treatment solutions for both seasonal and perennial allergic rhinitis. The journey of Beximco Pharma in this arena began with the licensing arrangement with Bayer AG of Germany for the manufacture and marketing of Incidal® in Bangladesh. Products in this category also include a proprietary drug, developed by the R & D team at Beximco Pharma and provides 24-hour relief of allergic rhinitis with congestion (marketed under the brand name – Pretin® D) Beximco Pharma will continue to build on its tradition of launching the generic versions of all the research molecules in this category.
3.2.2 Analgesics
Beximco Pharma is the largest provider of analgesic medicines in Bangladesh, led by the strong performance of Napa®, a preparation of paracetamol. Paracetamol is the safest analgesic in the world for more than 50 years. Napa is the number one brand in terms of unit sales in Bangladesh and is available in 13 forms and strengths.
3.2.3 Anti-Infective
Beximco Pharma is one of the leading companies in the field of antibacterial and antiviral treatments offering a wide range of products. The anti-infective products of
Beximco Pharma are offered in different dosage forms: Tablet, Capsule, Large volume and Small volume parenterals for systemic administration and Cream and Ointment for topical administration. Beximco Pharma is the only company is Bangladesh to manufacture antiviral products to treat most serious infections of HIV (AIDS).
3.2.4 Cardiovascular
Beximco Pharma has always been the leader in Bangladesh cardiovascular market with innovative product offerings to treat almost all type of cardiovascular diseases like Hypertension, Coronary Artery Diseases, Hyperlipidemia, Heart Failure, Arrhythmia etc. Beximco Parma’s amlodipine brand Amdocal® is the number 1 cardiovascular brand since 1996.
3.2.5 Central Nervous System
Beximco Pharma has a wide range of CNS medication provide effective treatment of different diseases involving CNS including anxiety, depression, migraine, epilepsy, insomnia, schizophrenia, dementia etc.
3.2.6 Cough & Cold Products
Wide product range of Beximco Pharma offers the doctors freedom to choose the right medication for different types of cough: dry cough, chesty productive cough and other cough associated with common cold.
3.2.7 Diabetes
Beximco Pharma offers wide range of products ensuring effective treatment of type II diabetes. It has the generic versions of all the leading research molecules including Glipizide, Gliclazide, Metformin, Glimepiride, Pioglitazone Repaglinide etc.
3.2.8 Gastro Intestinal
Beximco Pharma has a robust product line to treat diseases in the areas of gastroenterology. Beximco Pharma’s Neoceptin®-R, which is a H2 blocker used in the treatment of ulcer, GERD, and other hyperacidity disorders, is the number one brand in Bangladesh Pharmaceutical Market. Beximco Pharma will continue to build on its strengths in gastrointestinal category.
3.2.9 Intravenous Fluids
Beximco Pharma has a strong product pipeline in the large volume intravenous fluids (IV) category for the treatment of critically ill patients who are hospitalized or in any emergency management for the replenishment of body fluids, electrolytes and energy. Beximco Pharma is also the largest manufacturer of IV fluids in Bangladesh. The products are being manufactured in its state-of-the-art plant using latest blow form and seal technology which ensures completely sterile and safe products for the patients.
3.2.10 Musculoskeletal
Osteoarthritis, Rheumatoid arthritis, Muscle spasm, pain of musculoskeletal origin is some of the diseases that limit the activities of daily life of millions of patients. Beximco Pharma with its wide range of products in the musculoskeletal category offers effective treatment solution for those patients.
3.2.11 Oncology
Beximco Pharma manufactures a generic version of Tamoxifen (Tamona®) which is being used successfully world wide for the treatment of breast cancer disease. The company also has a proven drug for the treatment of nausea and vomiting associated with cancer therapy.
3.2.12 Respiratory
Beximco Pharma is the leading manufacturer of pressurized Metered Dose Inhalers (MDI) in Bangladesh and is among the few companies in the world manufacturing CFC (Chlorofluorocarbon) free MDIs. It has a wide range of inhalers ‘Reliever’, ‘Preventer’ and ‘Controller’ for the treatment of asthma and COPD. The company also undertakes contract manufacturing for GlaxoSmithKline for its ‘reliever’ brand. In collaboration with Europe’s one of the leading manufacturers of specialty medical devices and respiratory drug development companies, Beximco Pharma successfully developed and introduced country’s fist CFC-free HFA based MDIs in September 2006.
3.2.13 Skin Care
Beximco Pharma’s robust product line in the skin care category offers easy and convenient solution to wide range of skin diseases like fungal and bacterial infections, eczema, atopic dermatitis, other inflammatory skin diseases requiring corticosteroid therapy, acne, psoriasis, and various other dry skin problems.
3.2.14 Vitamins and Minerals Supplement
Beximco Pharma’s many brands in the vitamins and nutritional supplement category has gained trust of the physicians in treating various vitamins and nutritional deficiency symptoms.
Beximco Pharma’s Different Edge
· World class manufacturing facilities
· Outstanding product quality
· Sophisticated formulation technology
· Diversified dosage forms and products
· Significant investment in R&D
· Excellent customer services
· Responsible care for the environment
· Commitment to the people and the society
3.4 Operational Performance in 2007
Achieved Net Sales of Tk. 3,597.0 million and Pre-tax Profit of Tk. 399.7 million as compared to Tk. 3,702.3 million and Tk. 523.2 million respectively, of prior period.
Overall sales declined by 2.84%. However, sales of the formulation products increased by 2.55% and export by 6.65%
Entered into nine new international markets in Asia, Middle East, Pacific Islands, Africa and Central America. Registered 107 new products in different overseas markets.
Therapeutic Goods Administration (TGA), Australia and Joint Inspection Committee of the Ministry of Health of Gulf Cooperation Council (GCC) countries completed audit of the new Oral Solid Dosage (OSD) and Metered Dose Inhaler (MDI) & Spray manufacturing facilities.
Signed a Long Term Arrangement with the Global Supply Division of UNICEF (Denmark) to supply 60,000 units CFC free metered dose inhaler product over a two year contract period.
3.5 Functions of BPL’s Department
BPL has a number of departments to facilitate its operation. All the departments are responsible independently for their activities and at the same time they are linked with each other for better performance.
3.5.1 Purchase Department
This department interacts directly with the planning, production, and finance department. Finance department develops a cash flow budget at the beginning of the year. The sales department fixes the sales target.
3.5.2 Market Research & Statistical Cell (MRC) Department
Market Research & Statistical Cell (MRC) Department plays a vital role in looking for market share of the company in the industry. The whole country is divided into 829 territories under 20 regions. Headed by a manager, 30 Market Research Representatives (MRR) does the task of market survey.
3.5.3 Sales Department
Sales department is forecasting the sales. The major responsibilities of this department are, preparing the strategies for expense budget through CPM, and generating the demand in the market through MPE. The main goal of sales department is sales achievement. An Executive Sales Director is the head of the department. This department consists of Sales Manager (SM), Deputy Sales Manager (DSM), Regional Sales Executives (RSE), Area Sales Executives (ASE), and Medical Promotion Executives (MPE). The department divided the whole country into 20 regions and assigned 20 Regional Sales Executives to control sales activities.
3.5.4 Human Resource Department (HRD)
There are two major types of activities have HRD. These are:
a. Administrative functions (maintenance and protocol services)
b. Human resource related functions
The objectives of Human Resource Department (HRD) are-
Recruitment policy and procedure
Conformation policy and procedure
Placement of employees
Human Resource Development
Organizational structure review and modification
Career planning
Hiring and firing
Job description preparation
Conducting appraisal at the end of each year
Induction, Attendance and leave
Maintaining and developing employees personal files
General services
Safety and security
Welfare activities for employees
3.5.5 Finance and Accounts Department
There are three wings under the Finance & Accounts Department. These are
a. Treasury Accounts
b. Financial Accounting
c. Management Accounting
a) Core functions of Treasury Wings:
· Fund management
· Maintaining banking transactions loan and leases
· Party payments
· Employee payroll
b) Core functions of Financial Accounting Wings:
· Day to day transaction recording
· Monthly Reports
· Auditing
· Handling Tax related matters
· Maintaining legal compliance
· Maintaining SEC rules
· Preparing Financial Reports
c) Core functions of Management Accounting Wings:
· Budgeting
· Costing
· Internal Reporting
· Maintaining project’s capital expenditures
3.5.6 Management Information System (MIS) Department
The MIS Department takes care of total automation of BPL. It supports the hardware and software network of the company and the factory. This department provides services through SNA Server, WIN NT Server, and SQL Server. BPL operational headquarters is linked to the corporate headquarters through fiber optic cable. The department also established a Wide Area Network (WAN) with the 12 depots around the country. MIS department develops the access Control & attendance monitoring System internally. The department maintains the radio-link between the factory and the head-office. The software section is to work for developing software solutions as per organizational requirements.
3.5.7 Multimedia Department
BPL is the only pharmaceutical company that has a Multimedia Department. This is helping in the product promotion. It designs medical videos for the doctors. The color, size, shape, lettering, etc. of the text are carefully selected to attract the target audience easily. It has designed some Kiosks (touch screen computers) that have been placed in the medical colleges for the students to learn and be trained. The department also provides audio visual aids to other departments of the company and also assists to decorate the publications.
3.5.8 Medical Services Department (MSD)
This department is a unique department in this industry as BPL established this first ever in order to create easy relationship through using the professional linkage with the doctors, the ultimate customer of the pharmaceutical companies. It provides services (eg. slide preparation, providing different journals, books etc.) to the health professional on different issues and receives feedback from them. It arranges seminars on different issues such diseases and their cures in different parts of the country. It publishes a special ‘Medical Newsletter’ quarterly and sends the current issues to the enlisted doctors at free of cost. The newsletter consists of important, recent medical articles. It also provides news gathered from inter-net and allows free browsing facility for the doctors. Thus it helps the medical community and at the same time increases the company image outside.
3.5.9 Sales & Training Department
The Department has the responsibility of providing training to the firm’s employees and management. There one Manager and two Officers in this department. The curriculum of training varies from group to group. Training has been provided through lectures with the assistance of handout, multimedia projector, technical memorandum and training materials. The department basically offers four types of training programs.
1. Induction Training Programs for MPEs
2. Supervisory Management Programs for ASEs
3. Advanced Supervisory Management
4. Refresher Training Programs for everyone in sales
3.5.10 International Marketing Department
In 1991, the company took the challenge to venture into the international arena. At first it started exporting only formulation products. Then in 1996 this company first started exporting their finished goods. This department is concerned with the international promotion and marketing of BPL finished products and basic chemicals.
3.5.11 BPL Factory (Works Department)
Beximco Factory Complex (a manufacturing plant in Auspara, Tongi, Dhaka) has 7 acres of land and a total covered space of 160,000 sq. ft. Total manpower in the factory complex is 450. It has three different types of plants:
Formulation Plants for pharmaceutical Products.
Raw materials Plants:
Basic Chemical Plants: Produces raw materials of Antibiotics.
Pharmatek Chemicals: Produces raw materials of Paracetamol.
Beximco Infusions Ltd.: Produces Intravenous (IV) Fluids.
3.5.11.1 Departments in Factory
BPL’s factory has following departments:
| Solid Department | Warehouse |
| Liquid, Cream & Ointment (LCO) Dept. | Basic Chemical Unit |
| Antibiotic Formulation Department | Cox-Block |
| Quality Control Department | Project Development Department |
| Quality Assurance Department | Training Department |
| Product Development (PD) Department | Safety, Health and Environment Dept. |
| Production Planning Department | Administration (Factory HRD) |
| Engineering and Maintenance Dept. | Financial System Department |
| Metered Dose Inhaler (MDI) Plant | Accounts (Factory) Department |
Such of these Departments are briefly discussed below:
Solid Department: It has two main subsections-
· Solid Manufacturing consists of granulation, compression and coating.
· Solid packing has three different types of outputs-strip packs, blister packs and bottles 9 for Vitamins).
· Liquid, Cream and Ointment (LCO): Liquid products are packed in three different production lines. Cream and Ointment are dealt in a separate room.
· Antibiotic Formulation: It has two different production lines-capsules and dry syrup & suspensions.
· Quality Control: Performs chemical and micro-biological tests for products and raw materials.
· Quality Assurance: Checks environment of different process (cleanliness, temperature, humidity) and physical properties of products and raw materials.
· Product Development: It has been divided into two R&D teams. R&D-I is responsible for the improvement of existing formulations and R&D-II is engaged in the developments of new formulations.
· Production Planning: Prepares production schedule and raw materials handling schedule.
· Metered dose Inhaler (MDI) Plant: It produces inhalation aerosols. Every step follows documentation like-validation of facilities and equipment, trained personnel and preventive materials.
· Engineering and Maintenance: Provides utility services to different departments and looks after preventive & breakdown maintenance of different machines.
· Administration: Services provide like-canteen, transport, cleaning washroom, garden etc.
3.6 Overview of Respective Department-CPM
CPM stands for Central Product Management that takes care of the total marketing of the products. Central Product Management (CPM) is the core department of BPL. This department mainly focuses and gives emphasis on the strategies. Central product Management includes the activities of marketing and sales promotion of both Beximco Pharmaceuticals Limited and Beximco Infusion Limited.
CPM plans and develops sales and promotional activities to be implemented by the sales department as these two departments have a very close circuit relationship and each depends on the other for successful achievement of marketing and sales objective. The CPM department works in coordination with other departments. Those departments help and assist the product officers in providing them with information and designing the various promotional tools. Different people from different background are working in this department to flow the activity accurately. There are business Graduates, Pharmacists, Microbiologist and Doctors.
There are three sub wings under Central Product Management Department:
1. Statistics
2. Designing and Desktop publishing
3. Sample Store
3.6.1 Functions and Responsibility
Major functions of the CPM Department are:
1. Preparing product literature and promotional materials for doctor
2. Determining the packaging pattern, color and size
3. Setting target sales
4. Searching about competitor’s strength, weakness and opportunity
5. Conducting meeting with field workers
6. Issuing budget in consulting with different department
7. Setting price for each product
8. Collecting statistical data which are relevant to their operation
3.6.2 Organizational Structure of CPM
4.0 SWOT ANALYSIS OF BPL
4.1 Strength:
· The largest company in the country for the last two decades.
· Strong brand image.
· Profitable operation last thirty years.
· High growth.
· Huge number of products and dosage forms
· Strong management team
· Most organized largest field force
· Excellence in distribution with widest coverage
· Effective R&D department
4.2 Weakness:
· BPL import almost 72% of its raw materials and packing materials.
· Ill reputation of higher authority
· Not given the proper attention for all product due to long product line
· Less number of OTC products than the rivals
· Single distributor
· Insufficient number of employees
· Less marketing orientation
4.3 Opportunity
· Growth rate is high in Pharmaceuticals industry in Bangladesh
· BPL has the resource to increase their activity in drug market.
· Good opportunity to backward and forward integration.
· To capture the foreign market.
4.4 Threats
· The regulatory authorities of the government dictate the pricing policy.
· Expansion of product line by small and medium size pharmaceutical companies
· Political threats
· Company recognized by individuals
· Threats from investor.
some theoretical concepts used in this report
Marketing mix is the set of controllable, tactical marketing tools that the firm blends or uses to produce the response it wants in the target market. It is a part of market positioning and it is the core tools for a marketer to fight with his or her competitors. It (4P’s) includes the four types of marketing activities – Product designing, creating real value for the product designed (pricing), make the product convenient to find (distribution), promoting the product in the target market (promotion) and they are discussed below ——–
Now the marketing mix is shown in a figure, given below ——
s
Product: Anything that can be offered to a market for attention, acquisition, use or consumption and that will satisfy a need and want of a person(s). Product may be physical goods or may be any types of service, even a person may be a product.
Price: In general sense, price is the amounts of resources (money or other types of resources) customers have to pay to obtain a particular product, which the customer seeks to purchase to satisfy their needs and wants. More elaborately, price is the sum of all the values that consumers exchange to have the benefits of having a particular product of service.
Place or distribution: This aspect of marketing mix includes company activities that make the product available to the target consumers. The main objective of this function is to make the product available in the market, so that the target groups can find it conveniently.
Promotion: An organization’s Activities that communicate the merits or advantages and the value proposition of the product and persuade or induce the target groups to buy it. The main objective of this function is to create awareness among the target groups about a product and to increase the sales of that product. So we can say that the promotion activity includes all the activities taken by a firm to promote it s product in the target market. For example – advertisements, incentives, sales promotion etc.
2.2. 4C’s – Buyer’s view of the Marketing Mix:
4C’s includes the buyer’s perception about the marketing mix of a particular product. It means how the buyers judge the marketing mix of a product. It (4C’s) shows the buyers satisfaction level about a product. It includes the following variables ———-
· Consumer Solution
· Consumer Cost
· Convenience
· Communication
Customer Solution: We know that, each and every product offered in markets, has the ability to satisfy or solve a particular need or problem of the customers. So, from the point of view of buyers, each and every product is work as a solution to a problem or need.
Customer Cost: Each and every customer has to incur some costs to obtain a particular product. So, from the buyers’ point of view, the money or resources which has spent to obtain a product, is the consumers cost.
Convenience: Because of the distribution activities of firms, the consumers get the opportunity to buy their needed products conveniently. So, according to the buyers’ perception the distribution activities of a firm are the convenient activities.
Communication: The promotion activities of firms, communicate the necessary information about a product for the customers. Therefore, the promotional activities act as a communicator between the firm’s product and customers.
2.3. The 4P’s and 4C’s of the marketing mix:
Now we will see the relationship between 4P’s and 4C’s ——-
3.0. Some Words about Napa (paracetamol):
Napa ®
Tablet/Extra Tablet/Syrup/Suspension/Suppository/Paediatric Drops
Description
Napa (Paracetamol) is a fast acting and safe analgesic with marked antipyretic property. It is especially suitable for patients who, for any reason, can not tolerate aspirin or other analgesics.
Indications
All conditions requiring relief from pain and fever such as neuritis, neuralgia, headache, earache, toothache, pain due to rheumatic disorder, cold, influenza, dysmenorrhoea, post-vaccination pain and fever of children etc. Napa suppositories are used for rapid symptomatic management of pain and fever. It is given as rectal suppository for mild to moderate pain and for pyrexia.
Dosage and Administration
Tablet/Extra Tablet : Adults : 1-2 tablets 3-4 times daily; Syrup/Suspension : Adults : 4-8 Measuring spoonful 3-4 times daily; Children : 6-12 years : 2- 4 measuring spoonful 3-4 times daily, 1-5 years : 1-2 Measuring spoonful 3-4 times daily, Up to 1 year : 1 / 2 -1 Measuring spoonful 3-4 times daily.
Paediatric drops : Neonates & Children : 0-3 months : 0.5 ml, 4-11 months : 1ml, 12-23 months : 1.5 ml, 2-3 years : 2 ml, 4-5 years : 3ml four times daily or as directed by physicians. Suppositories : Children : 1-5 years : 125- 250 mg, 6-12 years : 250-500 mg, up to 4 times daily.
Contraindications
Paracetamol is contraindicated in patients with severe renal function impairment and hepatic disease (Viral Hepatitis). Precautions Paracetamol should be given with caution to patients with impaired kidney or liver function. Paracetamol should be given with care to patients taking other drugs that affect the liver.
Side Effects
Side effects of paracetamol are usually mild, though haematological reactions including thrombocytopenia, leucopenia, pancytopenia,.neutropenia, and agranulocytosis have been reported. Pancreatitis, skin rashes, and other allergic reactions occur occasionally.
Use in Special Population
Pregnancy and lactation: Pregnant or nursing mother seek the advice of a health professional before using this product. cc.Napa is an analgesic & antipyretic used for the fast & effective relif of pain & fever & discomfort associated with headache, period pain, colds & flue, tension headache, backache,& muscular aches.It’s the safest drug of choice in pregnancy & laction.It’s also suitable for cardiovascular risk patients, asthmatics who are sensitive to aspirin & non-steroidal anti-inflammatory drugs (NSIDS). It is available in 12 different strength of different dosage forms such as tablet, syrup, suspension, paediatric drops, and suppository.
4.0. Analysis and Findings
Marketing Mix Analysis (4P’s) of Napa(paracetamol)
Marketing mix includes all the activities of a firm to make the desired response in the target markets or to influence the demand of its products. Marketing mix is the core tool for an organization to fight and to defend the attack of its competitors. So a marketer must develop marketing mix for his or her organization based on the consumers’ needs and wants. Marketing Mix includes four marketing activities, namely – product, price, place or distribution and promotion. Now they are discussed below – The marketing mix of Napa is analyzed below ——–
Product:
As we have discussed earlier this aspect of marketing mix includes many things and they are sh