Analysis the Promotional Tools On the Basis of Marketing Mix for MONAS (Montelukast) Marketing, and Doctors Prescription towards ACME Laboratories Limited

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“Analysis the Promotional Tools On the Basis of Marketing Mix for MONAS (Montelukast) Marketing, and Doctors Prescription towards ACME Laboratories Limited”

Chapter- 1





1954 was a milestone year in the history of the pharmaceutical industry. The history of dates back to 1954 when a proprietorship firm was conceived to manufacture ethical drugs. It started with the modest introduction of a few oral liquid products. Late Hamidur Rahman Sinha was the founder of the firm and had been the main visionary of the organization since its inception until his sad demise in February, 1994.

After its initial years of trials and tribulations, the firm was converted into a private Limited Company in the year 1976 and the Balancing Modernization, Replacement and Expansion (BMR&E) work on the small old unit started in 1976 at a large new premise at Dhamrai, Dhaka. Commercial Operation at the new modernized plant equipped with sophisticated and advanced facilities began toward the end of 1983. Many challenges were faced and overcome successfully to transform the company from a very small unit to what it is today a giant in its field.

ACME continuously seeks to expand its production facilities, add employees, and increase it sales and marketing efforts. According to the latest statistics, out of 250 to 300 pharmaceutical companies in the country, ACME is one of the top two.

ACME has also endeavored to strengthen its network of international marketing operations to export its products abroad. We are optimistic about our perpetual growth and success.

Over the years, the efforts made by the competent staff coupled with customer confidence has fuelled our growth, prompting ACME to overcome hindrances and progress towards its ultimate goal i.e., attaining success which indeed is what literally ACME stands for.

1.2 Founder and Management of the Company

Establishment of ACME was a great entrepreneurial effort of Late Hamidur Rahman Sinha way back in 1954 and is a vivid example of a great mind’s vision and its materialization. Post colonial Bengal was a place of great uncertainty and hardship. Industrialization facilities were meager and inadequate. One man came forward with his vision, amidst the political turmoil and utter lethargy of the then-new Government. It’s not an easy task to set up a highly sophisticated industry, and moreover do it without bank loans and governmental assistance. So it demanded immense effort, strong determination along with vision and dreams.

Nasir-ur Rahman Sinha (Chairman)

Mr Nasir-ur Rahman Sinha, Chairman of the The ACME Laboratories Ltd., obtained M.A. in political science from Dhaka University in 1965 and is a pioneer manufacturing industrialist having vast entrepreneurial foresightedness of business. He is also the Chairman of “Sinha Printers Ltd” engaged as a pharmaceutical packers and printers unit. He is connected with Dhaka Stock Exchange Ltd. since 1969 and is also a member of D.S.E. He is the Managing Director of National Equities and Financial Promoters Ltd. (Securities and Investment Advisor). He is also the Director of “Sinha Fabrics Ltd”, “Sinha Wool Wears Ltd”, ACME IT Ltd” and “The ACME Agrovet and Beverage Ltd”

Besides, he sponsored the first Internet Service Provider of the country ‘Information Services Network Ltd.’ (Bangla Net) as it’s Director. He is also a sponsor director of “Holiday Publication Ltd.” engaged in publishing ‘Weekly Holiday’ and ‘Daily New Age’. He is widely connected with many socio-cultural and philanthropic organizations.

Mizanur Rahman Sinha (Managing Director)

Mr. Mizanur Rahman Sinha obtained his graduation degree in Commerce in 1962. He started his career as a banker in Habib Bank Ltd. of then Pakistan. After eleven years of service in different senior positions, he left to join ACME as its Marketing Director in 1975.

He is also the founder Chairman of J. K. Fashions Ltd., Sinha Knitting Ltd. and Sinha Fabrics Ltd. All companies are export-oriented in scope.

Afzalur Rahman Sinha (Deputy Managing Director)

Mr. Afzalur Rahman Sinha graduated from the University of Dhaka with a degree in Science in 1973. He then proceeded to the United States to further his studies in Business Administration in 1980. During his studies he worked as an Analytical Chemist at the University of Missouri in the United States. He then returned to Bangladesh in 1982 to join ACME as its Deputy Managing Director. He is also the Managing Director of Sinha Wool Wears Ltd., a Director of Sinha Fabrics Ltd. and J. K. Fashions Ltd.

Jabilur Rahman Sinha, Ph.D. (Deputy Managing Director)

Dr. Jabil R. Sinha has a B.S. in Chemistry from University of Dhaka, Dhaka, Bangladesh, a M.S. in Pharmaceutical Chemistry from North Dakota State University, Fargo, North Dakota and a Ph.D. in Organic Medicinal Chemistry from University of Georgia, Athens, Georgia.

1.3 The Mission of

The ACME Laboratories Ltd have holistic approach is to ensure Health, Vigor and Happiness for all by manufacturing of ethical drugs and medicine of the highest quality at affordable price and reaching out even to the remotest areas by proper distribution network. We view ourselves as partners with doctors, our customers, our employees, and our environment.

1.4 Vision of

The vision of The ACME Laboratories is to reach out even to the remotest areas of Bangladesh and improve lives with quality products at an affordable price.

Since its inception in 1954, The ACME Laboratories has been working relentlessly with a vision to ensure Health, Vigor and Happiness for all and is on a perpetual quest for excellence.

1.5 Objectives

The main objective of the company is to achieve the maximum market share along the whole country within very short time by utilizing good reputations and providing better quality products.

1.6 The Quality policy of

· Absolute commitment to the highest obtainable standard of quality product and service through excellence and concerted efforts of both employer and employee.

· The Company shall improve its market share and productivity to enhance profitability through monitoring of its performance on a regular basis and identify opportunity for continual improvement.

· The Company has adopted the ISO-9001 and WHO cGMP (Current Good Manufacturing Practice) standards. All employees must adhere to the documented procedures and SOPs (Standard Operating Procedure).

· The Quality Management System shall be adequately resourced with competent personnel, suitable premises, up-to-date technology and requisite facilities.

1.7 The Culture of the Organization:

Total Quality Assurance (TQA) is ACME’s avowed people oriented commitment for ensuring the highest obtainable quality and total customer satisfaction. Under the umbrella of Quality Assurance, manufacturing process in ACME is carried out stringently in accordance with the provisions of ISO-9001 and WTO, CGMP standard. Accordingly all employee and functions adhere to the well documented Standard Operating Procedure for achieving the prime objective of ensuring high quality.

The quality department of ACME has outstanding facilities equipped with most modern instrument and staffed with trained and highly qualified personnel. All procedure for testing, sampling and inspecting are clearly written, approved, implemented and recorded.

Manpower training being the essence of good performance the Total Quality Management system is given due to importance at ACME. Through in-house and external training program the company ensures that the key personnel remain abreast of the latest of QA & GMP.

The management of ACME decided to embrace the 9000 series of standard developer by International Organization for Standardization (ISO) in order to provide assurance that the company operates a specified Quality Management System (QMS). After a couple of years of hard work lead to certification after formal Validation by Orion Register, Inc. USA. Finally ACME becomes an ISO certified company in June 08, 1999.

1.8 The Philosophy of the Organization:

The success of ACME in the domestic market prompted it to explore the international market as well. In 1995, it started its first journey to international operation by exporting medicines to Bhutan. Since then it has been expanding worldwide. The volume of sales increased substantially with an average growth rate of 50% almost every year.

At present, ACME is exporting medicines to several countries in neighboring South-East Asia, Africa, Middle East and the EU, maintaining a philosophy to ensure ‘Health, Vigor and Happiness’ for the whole mankind within its means and resources. Sales wise Afghanistan is the top among the 11 countries ACME is exporting to with a growth rate of 55%.

Among the medicines exported, Antibiotic, Antihypertensive, Antiulcerant and Vitamin are remarkable.

The international marketing section is active in exploring the joint venture production possibilities, establishment of pharmacies, agents or distributors in the Central Asia, the Middle East, Africa, CIS countries and other parts of the world.

ACME has started its operation in Pakistan and early reports of success are encouraging for us. ACME has also planning to set up a manufacturing plant there within a few years.

1.9 Sister Concerns of ACME

· The ACME Laboratories Ltd.

· ACME IT Ltd.

· ACME Aggravate & Beverage Ltd.

· ACME distribution Ltd.

· ACME Overseas Ltd

· Sinha Fabrics Ltd & Sinha Wool Wears Ltd

· MARS Aviation Ltd.

· MARS Universal Ltd

· MARS Air Ltd

· Sinha Printers Ltd

· AMBE Clearing Ltd

1.10 Growth, Development & Future:

In the backdrop of a large population base and wider awareness of Medicare among the rank & file, the pharmaceutical industry and increase in awareness of Medicare among every strata of society. Bangladesh has strong growth prospects. Since 1990 the company has achieved an average growth rate of 25% compared to 13% registered by the pharmaceutical sector of the country. The catalyst for the growth rests with the people who work for ACME.

Today’s research is the basis for future success. This applies in particular to the innovative files of pharmacy. Novel ideas and development of the highest quality manufacturing facilities will continue to form the basis for newer products. The company’s commitment will continue to generate new products to meet the demands of consumers at home and abroad.

Our aspiration in attaining the acme (apex), the efforts of our r & d, the confidence in our capabilities to produce, the alertness of our quality assurance, the commitment of our team to excel. And above all, the trust of our doctors’ community and customers is our inspiration

1.11 Address of the company

Corporate Office:

Court De La ACME

¼, Kallayanpur,

Dhaka -1207


The ACME Laboratories Ltd.

Dhamrai, Dhaka, Bangladesh

Phone: 88-02-9352901-02;

06222-88035, 88042, 88047;

Fax: 88-02-0340146


Chapter- 2



2.1 Marketing Division of the ACME Laboratories Ltd:

In this organization have different types of division. Marketing division is one of them. Their marketing division divided into six departments. That’s are- Sales Department, Product Management Department (PMD), Medical Service Department, International Marketing, Marketing Service Department and Marketing Information System Department.

2.1.1 Fundamental Task of Marketing Department:

Marketing plan:

· To prepare the marketing plan of the assigned products emphasizing on positioning, target group analysis, promotional plan (promotional material allocation, sales target fixation etc.)

Sales analysis

· To monitor the sales data and analyze them as feed back of the marketing plan and to take the corrective measures when required.

Identification of new product:

· Being a product officer, incumbent is also a member of Technical Sub Committee (TSC), hence will identify new products and conduct feasibility study of those particular products, and will place an official proposal to TSC for commercially viable products.

Developmental work:

· To prepare Marketing brief, DML Inclusion paper

· To forecast the sales and to set a price proposal of the product.

· To select the brand name of the product.

· To design the strip/blister/tube bottle label/others.

· To design the commercial carton, catch cover, box label.

Promotion materials (for both old and new product)

· To prepare the literature, pad, doctors letter, sticker, poster, multimedia, gift item selection, etc.

· To prepare the action plan for Field personnel.

· To prepare the training manual.

Users Feed back:

· To maintain the users feedback report for product validation.


· To conduct the training of trainee MR’s

· To conduct the short course training on new products at different sales centers.

Scientific Seminar:

· To provide scientific papers and other supports to arrange scientific seminar.

Doctor’s Query:

· To help the medical services department providing information on products

Routine work:

· Library work for development of promotional materials

· Correspondence with different departments of the company

· Browsing the Internet for recent information.

Additional task:

· To conduct the MR/SR Recruitment test

2.1.2 Strategies of Marketing Division:

Sl. No Objectives Responsible Department Evaluation System
01 Prescription share Sales Prescription shear will be evaluated on the basis of the prescription collected from the chemist shops from different corner of the country.
02 Increasing in overall market share (Growth) Sales Yearly sales (Growth) compared to last year.
03 Increase in doctors’ call Sales Five Field Persons (Whose work stations previous year) of every sales center will be taken as sample to count doctor’s call.
04 To identify new products/molecules for launching. Product Management Department Current year report of identified new products
05 New product launch Product Management Department Report on launching new products
06 No. of specific seminar arranged to increase customers satisfaction. Medical Service Department Total no. of scientific seminar arranged over the year.
07 No. of specific publication Medical Service Department Total no. of specific publication over the year.
08 On time delivery for better customer satisfaction Distribution Department No. of the orders returns due to late delivery all over the year.
09 Increase in annual sales in international market International Marketing Yearly sales (growth) compared to last year.
10 Number of newly registered products in international market. International Marketing Current year report on product registration.

2.1.3 Flow Chart of Marketing Department

Marketing Information System Department (MISD)

2.1.4 Marketing Division Order Line:

2.1.5 Sales Department:

Sales department is a part of the marketing department. The main objective of this department is to increase the sales. The marketing manager is responsible for this. He has to maintain a responsibility on –

    • Expense budget
    • Justify territory designing
    • Target share allocation
    • Timely recruitment
    • Sales forecast
    • Control mechanism
    • Handling donation
    • Visiting the critical customers.

The sales department is divided in to two parts.

· Human Products

· Veterinary Products

The job descriptions under sales department for Human & Veterinary products are:

· To achieve the sales target in a particular market.

· To maintain regular contact with doctors & chemists to keep up to date products information.

· To implement company’s policy, plan and objectives and generate prescription of ACMEs products and selling for their products.

· To cover all the areas of each territory and also transform potential customers into customers.

· To keep in touch with market and competitors’ activity, monthly report, special report, sample statement in due time to reach timely to destination and also doctors’ profile property.

The National and Export Sales report for the last five years:



2007 2008 2009 2010 2011
February 160453669 182741099 195226848 243310028 253488887
March 167837902 214326939 214621727 275965490 297867903
April 199351761 218981281 213878912 259536542 354511578
May 221850817 240173549 224232998 256337606 331079862
June 215512994 251142018 252149916 260561470 368352983
July 223157039 227995750 28757639 323251445 383639412
August 192680337 209151594 231882282 271038922 311570584
September 192606025 210729761 215139081 281534700 308830165
October 211885992 231076505 299028498 278230886 341017743
November 228431965 237136083 298344595 303671172 348173155
December 198493736 217298656 276634236 308553190 327124322
January 195522379 230453451 270966684 262353342 346827875
Export Sales 22817852 29231394 31801222 43542594 48045401
Yearly collect 2430602468 2700438080 3007664638 3367887387 4020529870
Yearly Target 28744925876 3404285356 4007131848 4794249053 4538673058
Yearly Achievement % 85 79 75 70 89
Growth Rate % 16 11 11 12 19

2.1.6 Product Management Department:

The ACME’s Product Management Department is of prime significance for round-the-year operation of a pharmaceutical company and is indispensable for its steady growth. Since inception, ACME faced the challenges of introducing new and effective drugs to compete with other competitors in the business.

ACME recognizes the need for progressive approach in order to lead the ever competitive trends in the health care market. Our ACME’s Product Management Department is painstakingly involved in research, which goes on unceasingly for medically innovative therapies.

The ACME’s Product Management Department equipped with latest instruments to support various stages optimizations and technology transfer to the plant. Personnel are trained and highly qualified pharmacists and chemists, engaged constantly in improving upon the formulation so as to make the drugs safer and more effective. Our process is well established and has properly documented quality management systems as per CGMP guidelines.

In short form, this department does pricing, designing and targeting all types of product developing jobs like planning.

The following functions performed by this department:

o To prepare the literature

o Generates sales information

o Arranges conferences

o Prepare product leaflets

o Conducting research in fields

o Collect information about competitors

o Perform sales trend analysis

o To control and look after the sales representative teams.

Major Functions of PMD deals are as follows:

· Formulation of New Products

· Reformulation (Where required)

· Reprocessing (If Required)

· Problems solving related to formulation and manufacturing. (Where required) or Trouble Shooting.

· Preparation of tentative master formula for a new product/revision of existing master formula.

· Development of new product.

Þ Formulation of a new product:

PPD is responsible for the establishment of formulation and for the preparation of the recipe of the drugs.

Steps involved in a new product development:

· Product information from marketing department along with necessary attributes.

· Preparation of recipe by the help of relevant references.

· Requisition for purchase department for new materials.

· To perform laboratory trail (Pre-formulation study)

· Finalization of formulations.

· Analysis of the sample by QC and approval.

· Accelerated stability testing.

· Drug administration formalities.

· Selection of primary packaging materials.

· Forecast from marketing department.

· Preparation of provisional product data sheet.

· Provisional data sheet sent to production planning department for new materials.

· Preparation of tentative master formula comparing with product data sheet.

· Pilot batch production (Successive three batches)

· QC analysis and approval.

· Preparation of final master formula with necessary amendments.

· Final master formula to product planning department

Þ Reformulation:

Reformulation is necessary for the following three reasons:

Ø For further improvement of product quality.

Ø For increase productivity

Ø For more cost effective formulation maintaining quality.

Þ Reprocessing:

If the chemical assay by QA for a particular batch don’t comply the standard, then PPD wilt check the batch and take necessary action following approved SOP and discussion with QA.

Þ Trouble Shooting:

During production PDD, QA, Product department investigate the case of formulation defects and take necessary steps accordingly.

Þ Preparation of Master Formula:

Among many important functions, preparation of master formula is very important duty of PD department. This document contains all the record regarding raw materials, production procedure, packaging and quality assurance profile of product.

Þ Development of Existing Products:

PPD also deals with the development of the existing product formulations. The objectives are:

· Improve the quality of a product.

· Prevention of any type of problem existing in the product.

· To minimize process time and cost maintaining quality.

New product Development Strategy:

· Market Study & Sample Collection.

· Proposal

· Approval of proposal by Management.

· Marketing Brief/ Data Sheet

· Trade Name Selection.

· Letter to PD for Recipe.

· Sale Forecast to Costing.

· DML Inclusion Paper.

· Competitors Prices to Costing.

· Development of Packing Materials:

· Inner Leaflet

· Blister/Strip/Label Design

· Commercial Carton Design

· Catch Cover Design

· Box Label

· Development of Promotional Materials

· Literature

· Gift Items

· Doctors Letter

· Others

· Promotional Materials Allocation.

· Multimedia.

· Training Material/ Action Plan.

· Product Launched.

· Sales evaluation.

· User feedback.

2.1.7 Marketing Service Department (MSD)

The job descriptions of Marketing Service Department are:

· To ensure tender submitting (Govt. & Non Govt.).

· To check different sorts of official letter.

· To draft circular.

· To ensure different sorts of Deport related works such as Dispatch, Collection etc.

· To check Transfer/Posting.

· To assist Marketing Director, Marketing Manager, Sales Manager, Distribution Manager, Asst. Sales Managers, RSMs & ZMs.

2.1.8 International Marketing Department

This department deals with all sorts of marketing activities in the overseas market. They ensure smooth and regular export of ACME medicines in foreign countries. It has overseas offices in Pakistan, Singapore, and Myanmar etc countries. It exports ACME’s medicines in 18 countries.The job descriptions of International marketing department are Marketing Concept: International Marketing department will explore Promotion Bureau, Bangladesh Pharmaceutical Association, Chambers of Commerce in foreign countries or all possible sources to approach the overseas pharmaceutical importers/companies.

· To developing International Business Plan.

· To ensure the International Legal & regulatory consideration.

· To determine Method or channels of export.

· Making Pricing, Quotations & Method of Payment.

· Take necessary steps for Product Adaptation, Registration, Marketing, and Promotion & Redesign.


ACME’s success in the domestic market prompted it to explore the international market. With the philosophy of ensuring health, vigor and happiness for the whole mankind, ACME started its international operations in 1995 by exporting medicines to Bhutan. Since then, ACME made a strong presence in the international market and export is increasing every year. Now ACME is successfully exporting to Nepal, Bhutan, Myanmar, Afghanistan, Pakistan, Sri Lanka, Philippines, Vietnam, Hong Kong, East Timor, Gambia, Papua New Guinea and CIS.

Now ACME is trying to expand its international operations by stepping into untapped market and strengthening its presence in existing markets. International marketing is trying to develop new markets in Ethiopia, Kenya, Sudan, Ghana, Yemen and other countries of Africa and Asia.

The future promises greater prospects for the international marketing of ACME. Bangladesh being an LDC will enjoy waiver from patent protection until 2016 according to WTO TRIPS agreement, while developing countries have to implement TRIPS compliant patent rules from 2005. This has created immense opportunities for Bangladeshi companies to export pharmaceuticals especially to LDCs. ACME being aware of these opportunities is relentlessly trying to bolster its international presence by capacity building, quality products and superior services.


Export is our top corporate priority now. Their achievements so far:

· Established ACME’s overseas office in Pakistan with a view to set up a manufacturing plant within a few years.

· MOU signed for mutual business interest with the Himalaya Drug Company of India.

ACME’s Export Markets:

Regular Export Market Irregular Export Market

· Myanmar i) East Timor

· Sri Lanka ii) Uzbekistan

· Afghanistan iii) Yemen

· Hong Kong iv) Malta

· Nepal v) Cambodia

· Pakistan vi) Gambia

· Philippines vii) Bhutan

· Vietnam

· Market Development

· Ethiopia

· Myanmar

· Cambodia

· Nigeria (Vet)

· Taiwan

· Yemen

· Kenya


Export Sales report for the last two years

Country 2009 2010 Market Increase Rate
Afghanistan 52,786.00 34,670.00
Sri Lanka 191,091.50 278,219.00
Nepal 115,602.85 129,518.75
Hong Kong 21,542.40 49,075.60
Pakistan 16,995.00 8,202.00
Vietnam 18,600.00 23,700.00
Myanmar 41,.85.96 44,608.89
Philippines 110,264.00 106,371.50
Kenya 11,375.00 14,245.00
Bhutan 6,904.69
East Timor 6,439.73
PNG 7,192.50
Grand Total 599,879.63 688,610.94

2.1.9 Medical Services Department:

The main work of this department is to communicate with the doctors and to collect feedback from them. When a new product is launched, the medical services department arranges seminars with the help of product department and invites the doctors to attend. This department also arranges many clinical meetings. In these meetings, they are shown video presentations, which helps increasing the company image. It is also supplied to the foreign countries.

Job Summary of Medical Service Department:

· To present the pharmaceutical products and conduct the scientific seminars.

· To prepare presentation and other necessary works for arranging scientific seminars

· To prepare papers and audio visual aids for doctors as per their needs for specific seminars and other purpose.

· To develop and publish quarterly Medical Newsletter.

· To develop booklets, information cards, brochures, leaflet, posters and other promotional items on different types of diseases, which are relevant to ACME’s pharmaceuticals products.

· To handle the queries from doctors and prepare answers related to their queries.

· To conduct training classes for the Trainee MRs.

· To visit different stalls and collect doctor’s opinion.

· To help in providing ideas and selection of gift items for the attending doctors of scientific seminar.

· To arrange seminars on pharmaceutical products with PCs (village doctors).

2.2 Quality Assurance Department:

Acme’s stated belief that, “No compromise on quality can be made in a business that involves human lives,” is the cornerstone of the company’s Quality Assurance program.

Total Quality Assurance (TQA) is ACME’s avowed people oriented commitment for ensuring the highest quality products and customer satisfaction.

The Company has adopted ISO-9001 and WHO CGMP (Current Good Manufacturing Process) Standards and has been accredited with ISO-9001 certification in 1999. The entire manufacturing procedure, starting with the incoming raw materials, through stringent intermediate manufacturing process and packaging of products, to the dispatching of finished goods, requires that analysts, pharmacists and instructors monitor and control each step. Even after the release of finished goods, the quality control lab tracks post-distribution spot checks of all batches.

The Quality Assurance Department of ACME has outstanding facilities, equipped with latest instruments such as HPLC, GLC, AAS, UV-VIS, FTIR, particle size analyzer polarimeter, potentiometric titrator with KF, Liquid particle counter Laminar Air Flow, microscopes etc. Personnel are trained and highly qualified. All procedures for testing, sampling and inspecting are clearly written, approved, implemented and recorded and all process, equipments or systems are validated that reduce the cost of product with ensuring quality requirements, systems and procedures to meet CGMP.

Manpower training being the essence of good performance, the Total Quality Management System is given due importance at ACME. Through in-house and external training programs, we ensure that our key personnel remain abreast of the latest concepts of CGMP needs.

The Management of ACME decided to embrace the 9000 series of standards developed by the International Organization for Standardization (ISO) in order to provide assurance that the company operates a specified Quality Management System (QMS). After a couple of years of hard work, led to Certification after formal Validation by Orion Registrar Inc., USA. Finally, ACME became an ISO certified company in June 08, 1999.

Acme’s Quality Assurance Department is equipped with the most modern instruments and is staffed with well trained and qualified personnel. All procedures for testing, sampling and inspecting are clearly approved, implemented and documented. All instruments are regularly calibrated and processes, machinery and premises validated. Through training programs (in-house and abroad), the key personnel of the company remain abreast of the latest concepts of Quality Assurance.

Quality Assurance Department monitors each step of manufacturing operation and adopted “Good Laboratory practice (GLP)” to ensure reliability and accuracy of the pharmaceutical product. The department is subdivided into different section so as to ease and facilitate documentation and proper operations. The sections are:

· Raw materials section

· Oral liquid section

· Tablet section

· MDI and DPI &HPLC section

· IR section

· Capsules, Ointment, Cream section

· Microbiology section

· Packaging section

Activities of Quality (QA) Department:

· QA laboratory has to perform the following major responsibilities.

· Sampling adequate for testing purpose (physical, chemical, biological).

· Issuing release, reject or quarantined advice for each batch of raw materials,

· Packaging materials and finished products.

· Assessment of intermediate products for further processing.

· Storing retained samples from each batch produced.

· Maintaining batch wise fully quality control test records and signature of the person(s) who performed the test.

· Batch documentation.

· Ensuring precision and accuracy for all testing methods.

· Performing environmental monitoring tests.

· Calibration and standardization of laboratory equipments.

· Control of lab, reagents.

· Testing of any retained goods.

· Stability test for finished products.

2.3 Research and Development Department:

The ACME Pharmaceutical Limited employs a significant portion of its resources in its R&D. It wants to retain its position as a major player in the Bangladesh pharmaceutical market through introduction of new products with the aid of their R&D team. The team comprises of academically sound and professionally competent diversified professionals who has the commitment towards new product development. R&D team of ACME pharmaceutical Ltd is consistently striving towards-

· Developing new formulations

· Simplifying manufacturing processes

· Minimizing product costs

· Doing pilot trial of new drug formulation.

2.4 Human Resource Department:

One of the fundamental aspects of our Corporate Objective is that our people are our prime asset. It is not the machine or the technology alone, but the invaluable mix of man-machine interface that makes technology work. We believe that whereas the capacity of machine is limited, human potential is unlimited. As such, ACME has been placing utmost importance on the continuous development of its human resources. We train people not only to do their jobs well, but also give them an environment which fosters personal and professional development. Being one of the most dynamic pharmaceutical companies in Bangladesh, we are adequately staffed with highly qualified, experienced and innovative personnel. Over 3200 young, energetic and highly motivated employees from diverse disciplines are working untiringly with ACME at home and abroad. ACME’s objective in this respect is to develop its human resources by way of imparting training both in-house and external institutions.

With a field force of over 1300 highly professional marketing personnel, ACME is represented in every part of Bangladesh to ensure promotion and distribution of its products at every level of consumer. With the sustained efforts of our aggressive marketing team a good number of our products have become the brand leaders in their respective therapeutic segments. Team work is the secret of ACME’s success which has become part of ACME culture.

2.5 Raw Materials Department:

This section deals with the potency of each and every raw material that is imported by the ACME Laboratories Ltd. The raw materials range from active ingredients, acceptances to packaging material. This section deals not only the potency but also determine the percentage of impurities in the material, which provides the basis of cross-examination. According to the observation made by this section a material is either rejected or accepted for use.

Various test involved in raw materials analysis:

· Identification

· Solubility

· Appearance of the solution

· PH

· Melting point limit

· Loss on drying

· Bulk density

· Mesh size

· IR spectroscopy

· UV spectroscopy


· Operational rotation

· Water content

· Potency determination

· Microbiological Test

2.6 Packaging & Packing Section

This section deals with the checking of procured packaging and packing materials as well as monitors the proper packing of finished products for their correct label, batch number, manufactured and expiry date. The tests that are exercised by this section for packing materials are:

Product Test
PVC and PVDC Color, width, thickness, weight par unit area etc
Cotton Appearance, weight, moisture content sulfated
Shipping Carton Weight, dimensions and thickness
Inner cartoon Height & level, description (text, color, general appearance) weight etc
Plastic Cap Appearance, weight, length, diameter, volume capacity
Dropper Appearance, weight, length, capacity, adaptability, with bottle cartoon & plastic cover
Mask type Appearance, width, adhesiveness
Bottle, ampoules vials Height, neck diameter, weight, volume capacity, light transmission test etc

Chapter- 3


3.1 History of Pharmaceutical Marketing:

The marketing of medication has a long history. The selling of miracle cures, many with little real potency, has always been common. Marketing of legitimate non-prescription medications, such as pain reliever or allergy medicine, has also long been practiced. Mass marketing of prescription medications was rare until recently, however. It was long believed that since doctors make the selection of drugs, mass marketing was waste the resources, when specific ads targeting the medical profession would be cheaper and jus as effective. This would involve ads in professional journal, and visits by sales staff to doctor’s office and hospital.

3.2 Concept of Pharmaceutical Marketing

Pharmaceutical marketing is a subspecialty of marketing. It can define as process by which market for pharmaceutical care is actualized.

The emphasis pharmaceutical marketing is on pharmaceutical care, and not just on drugs. The marketing of many is as such a part of pharmaceutical marketing as is the marketing of drug products.

So, pharmaceutical marketing is not synonymous with significantly broader than, the marketing of pharmaceutical.

Parties involve with Pharmaceutical marketing:

Parties who are involved with pharmaceutical marketing are given below;

· Hospital pharmacies

· Community pharmacies

· Third party insurance company

· Consulting pharmacies

· Pharmaceutical manufacturers

· Drug wholesaler

· Drug retailer

Levels of Pharmaceutical marketing system:

Marketing of Pharmaceuticals

Pharmaceutical organizational system

Pharmaceutical marketing system

Health care marketing system

General marketing system

Exchange flow and Relocated Pharmaceutical Marketing Functions

Product Product

Information Information

Payment Payment

Dispensing Dispensing

Right Right

External System

* Control System

* Health Care System

* Economic System

* Sociopolitical System

3.3 Direct and indirect marketing to health care providers:

Physicians are perhaps the most important players in pharmaceuticals sales. They write the prescriptions that determine which drug will be used by the patient. Influencing the physicians is key to pharmaceutical sales. Historically, this was done by the large pharmaceutical sales forces. A medium size pharmaceutical company might have sales forces of 1000 representatives. The largest companies have tens of thousand of representatives. Sales representatives’ calls upon physicians regularly providing information and free drug sample to the physicians. This still the approach today, however economic pressures on the industry are causing pharmaceutical companies to rethink the traditional sales process to physicians.

Pharmaceutical companies are developing process to influence the people who influence the physicians. There are several channels by which a physician may be influenced, including self-influence through research, peer influence, direct interaction with pharmaceuticals companies, and patient.

3.3.1 Physician Targeting:

Identify the universe of physicians most likely to prescribe a given drug. Historically this is done by measuring the number of total prescriptions (TRx) and new prescriptions (NRx) per week that each physician writes. This information is collected by the commercial vendors. The physicians are then “deciled” in to ten groups based on their writing pattern. Higher deciles are targeted. Some pharmaceutical companies use additional information to deciles physicians such as-

· Profitability of a prescription (script).

· Accessibility of the physician.

· Tendency of the physicians to use the pharmaceuticals company’s drug.

· Effect of managed care formularies on the ability of the physician to prescribe a drug.

· The adoption sequence of the physicians.

3.3.2 Sales force size and structure:

Decide on the appropriate size of a sales force needed to sale a particular portfolio of a drug to the target universe. Design the optimal reach (how many physicians to see) and frequency (how often to see them) for each individual physician. Decide how many sales representatives to devote to office and group practice and how many to devote to hospital accounts.

3.3.3 Sales force optimization:

Design sales territories in a manner that evenly spreads the work load across territories, districts, and regions. Minimize the amount of time a sales representative spends driving and maximize the time the representative has to meet with physicians.

Call planning: Designing the optimal timing for each individual physician’s sales call. Forecast each physician’s prescribing response to a sale call over the next few weeks. Minimize the “annoyance factor.”

3.3.4 Sales force effectiveness:

Monitor the performance of the sales force in the target universe of physicians. Adjust market message, reach, frequency, timing, territories or other actions in order to increase sales.

3.4 SWOT analysis of Bangladesh Pharmaceutical Industry is as bellow:


· Large protection of domestic industry by Drug Policy, 1982.

· A good growth of market, around 15%-20% increase par year.

· Availability of raw materials from nearest source location.

· Least presence of multinational giants.


· High price sensitive target group.

· Need broad distribution network.

· Need continuous monitoring for prescription generations.

· Strong promotion of chemist group.

· Bureaucratic drug approval procedure.


· Acceptability of new molecules to the doctor is high.

· New market for meeting existing demands can be created.


· Identification of Indian Drug which is cheaper.

· Trend of copying of highly prescribed drugs.

· Price variation among different companies.

3.5 Facts of Pharmaceutical Sector in Bangladesh:

¨ The pharmaceutical market size in Bangladesh in terms of manufacture (manufactured in Bangladesh by both locally owned companies and multi nationals) selling price without the deduction of VAT, in 1981 was Tk.1730 million.

¨ In 1996 it rose to Tk. 10200 million.

¨ The average yearly growth of the sector in these 15 years therefore is tk. 688 million.

¨The average growth percentage over the same period is 12.81, the highest yearly growth being in 1984 (25.22% over the previous year) and the lowest in 1996 (1.5% over the previous year).

¨At present there are about 250 – 300 pharmaceutical companies operat