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    Sales Assignment

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    mittalmanisha87
    Biocon is an integrated biopharmaceutical company headquartered in Bangalore, India. It operates across the drug value chain from R&D to commercialization. Biocon has over 4,750 employees and offers biopharmaceuticals such as insulin, enzymes, and monoclonal antibodies. It also operates custom research and clinical research subsidiaries. Biocon distributes drugs through a six-level channel consisting of its depots, clearing and forwarding agents, stockists, distributors, retailers, and customers. In Delhi, Biocon has three zonal sales managers, five area sales managers, one distributor, and supplies its products to stockists who sell to retailers and customers.

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    Sales Assignment

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    mittalmanisha87
    214 views7 pages
    Biocon is an integrated biopharmaceutical company headquartered in Bangalore, India. It operates across the drug value chain from R&D to commercialization. Biocon has over 4,750 employees and offers biopharmaceuticals such as insulin, enzymes, and monoclonal antibodies. It also operates custom research and clinical research subsidiaries. Biocon distributes drugs through a six-level channel consisting of its depots, clearing and forwarding agents, stockists, distributors, retailers, and customers. In Delhi, Biocon has three zonal sales managers, five area sales managers, one distributor, and supplies its products to stockists who sell to retailers and customers.

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    Biocon is an integrated biopharmaceutical company headquartered in Bangalore, India. It operates across the drug value chain from R&D to commercialization. Biocon has over 4,750 employees and offers biopharmaceuticals such as insulin, enzymes, and monoclonal antibodies. It also operates custom research and clinical research subsidiaries. Biocon distributes drugs through a six-level channel consisting of its depots, clearing and forwarding agents, stockists, distributors, retailers, and customers. In Delhi, Biocon has three zonal sales managers, five area sales managers, one distributor, and supplies its products to stockists who sell to retailers and customers.

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    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    214 views7 pages

    Sales Assignment

    Uploaded by

    mittalmanisha87
    Biocon is an integrated biopharmaceutical company headquartered in Bangalore, India. It operates across the drug value chain from R&D to commercialization. Biocon has over 4,750 employees and offers biopharmaceuticals such as insulin, enzymes, and monoclonal antibodies. It also operates custom research and clinical research subsidiaries. Biocon distributes drugs through a six-level channel consisting of its depots, clearing and forwarding agents, stockists, distributors, retailers, and customers. In Delhi, Biocon has three zonal sales managers, five area sales managers, one distributor, and supplies its products to stockists who sell to retailers and customers.

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    BIOCON

    COMPANY PROFILE
    • Biocon Limited is a fully integrated biopharmaceutical company focused on
    biopharmaceuticals, custom research and clinical research.
    • Biocon’s fully integrated business model spans the entire drug value chain, from
    pre-clinical discovery to clinical development and through to commercialization.
    • Its businesses in custom research (Syngene), clinical development (Clinigene)
    and biopharmaceuticals (Biocon) provide multiple revenue streams to balance risk,
    drive innovation, deliver products and accelerate growth. And as the complexity and
    scope of Biocon’s own R&D and manufacturing operations increases, especially in new
    product discovery and development, its custom and clinical research services will
    continue to offer important synergies.
    • No. of employees: 4750
    • Headquarter- 20th KM Hosur Road, Electronic City, Bangalore – 560 100, India

    MISSION : “To be an integrated biotechnology enterprise of global distinction”

    PRODUCTS & SERVICES OFFERED BY BIOCON:

    1. Biopharmaceuticals: Today, Biocon is a leading biopharmaceutical company with


    strong capabilities in statins, immunosuppressants, recombinant insulin and a wide
    product range across key therapeutic segments including diabetology, cardiology and
    oncology. Following biopharmaceutical products are offered by Biocon:

    • Small molecules: anti-diabetic agents, anti-hypertensive agents, anti-


    inflammatory agents, anti-oxidants, cardiovascular agents, digestive-aid enzymes,
    hemostatic agents, hepatoprotective agents, immunosuppressants, and
    neutraceuticals.
    • Biologicals: Insulin, Streptokinase, and Monoclonal Antibodies.
    • Dosage Forms: Biocon provides products in the therapeutic segments of
    cardiology and diabetes.

    2. Enzymes: Amylases, Amyloglucosidases, Cellulases, Catalase, Lipases,


    Glucanases, Hemicellulases, Phytases, Proteases, and Pectinases.

    3. Custom Research: Biocon subsidiary Syngene conduct high value R&D in early
    stage drug discovery and development for a diverse global clientele.

    4. Clinical Research: Biocon subsidiary Clinigene offers global biotechnology and


    pharmaceutical majors strong clinical trial services, regulatory and laboratory
    capabilities for clinical drug development. Its value added services include value-added
    services include patient registries and clinical databases in diabetes, lipidemia,
    oncology, cardiovascular diseases.
    SALES CHANNEL AT BIOCON

    1. In which countries Biocon serve?


    Ans: Complete Asia-pacific region, South East Asia, USA, Europe, Africa.

    2. In which areas/ States of India Biocon has its presence?


    Ans: All over India

    3. Which are the potential areas in terms of sales?


    Ans: Major metro cities, Delhi, Mumbai, Kolkata, Chennai and few middle state like
    Madhya Pradesh, U.P.

    4. What is the hierarchy of sales dept at Biocon?


    5. On what basis sales force is hired at Biocon?
    Ans: Criteria for hiring sales force:

    Then they put these people on training. Basis of training for sales force:

    6. How the decision about the no. of sales force required is made?
    Ans: They hire a market growth analyst (Mr. Pushpender Singh, Delhi region) specific to
    study the market growth and further the person analyses:-
    • Shelf-movement of the drug
    • Consumption pattern demanded by end customer, hospitals, stockists and
    accordingly they form the distribution network.
    • Further the market trend is analysed.

    7. What are the driving forces for sales and distribution in Biocon?
    Ans: These are three-
    i. Shelf-movement of the drug
    ii. Vertical integration between company and stockist and distributor
    iii. Market trend, sales, market demand, market growth

    8. No. of ZSM, ASM or RSM they hire all over India?


    Ans: Its area specific i.e. varies from area to area

    No. of ZSM, ASM or RSM Biocon hires in Delhi?


    Ans: Delhi has 3 ZSMs and 5 ASMs

    DRUG DISTRIBUTION CHANNEL OF BIOCON


    10. What is the Drug Distribution Channel of Biocon?

    Manufacturing unit
    In Baddi (H.P.) and Mumbai

    Company depot (or company owned warehouse)


    Zirakpur for their Baddi Plant
    Nasik for their Mumbai plant

    Clearing and forwarding Agents


    E.g. Zenith Pharma, Bhagirath Palace, Delhi, Mob:
    9313361980

    They have Distributors Stockists


    with C n F agents in large
    areas like metros or central
    states like M.P., U.P.
    E.g. Lucknow Distributors,
    Lajpat Nagar, Delhi Retailer
     Thus Biocon operate by keeping a 6 line distribution channel which comprises of-

    1. Company Depot
    2. CnF agent
    3. Stockist
    4. Distributor
    5. Retailer
    6. Customer

     Their distribution pattern is majorly dependent upon VERTICAL INTEGRATION


    between the company C n F agent, distributor and stockist.

    11. What selection criterion is for Clearing and Forwarding Agents does Biocon
    follows?

    Ans: Biocon’s major distribution operations are through C n F agents.

     Biocon has hired Cnf agents in every region in Delhi. They have CnF agent-
    ZENITH PHARMA,BHAGIRATH PALACE,9313361980 and to this they have a
    distributor(Lucknow Distributor, Lajpat Nagar-II, New Delhi) and further stockists

     Company hire CnF by:

     Looking into area and storage conditions for the drug products

     Keeping 10% of sales as security

     Deciding upon commision of sales which is usually 4% of the total sales in the
    month

     They are in legal agreement with the company

    12. How many distributors does Biocon hire in Delhi and allover India?
    Ans: they are region specific. In Delhi they have just 1 distributor. All over India they have
    36 distributors.
    13. What are the selection criteria they follow for distributors?
    Ans: They keep a security deposit which is 10% of the sales

    They hire distributors after:


    1. Confirming on their business practices
    2. Warehousing area
    3. Regulatory compliance

    14. What regulatory norms distributors must follow which entitle them to be in such
    trade?
    Ans:

    15. Arrange a meeting with a particular distributor and ask him about the strategy he
    further follows down the channel:

    a) Whether he distributes the drugs to the retailer directly?


    Ans: It goes to stockist and further stockist may directly sell it off to customer or to
    retailer

    b)Whether he distributes drugs to the medical rep and med rep further
    supplies to retailer?
    Ans: No

    c) Whether the retailer can ask for the supply directly from company without
    involving distributor?
    Ans: No
    Contact Persons:

    Marketing Head (V.P. Marketing) - MR. PARANJIT KOCH

    Sales Manager- MR. RANJAN SEN GUPTA

    Regional Sales Manager, Delhi- MR. RAHUL PALIWAL, Mob: 9650233244

    Medical rep (Product Specialist)- (MR.SANTOSH SINGH,9312114907)

    CnF Agent- ZENITH PHARMA, Bhagirath Palace, Delhi, Mob: 9313361980

    Distributors:
    1. MR. RAJIV KUMAR, LUCKNOW MEDICAL AGENCY, Pharmaceutical
    Distributor, L-37 Basement, Lajpat Nagar-II, New Delhi, Mob: 9811009573,
    Ph:01129825190
    2. Bharat Enterprises, C-16, Laxman Park, Street No. 2, Laxman Park, Chander
    Nagar
    Delhi – 110051, Ph: 01122517992, 01122451802
    3. Alight Agencies, West Delhi
    4. Life Care Distributors, West Delhi
    5. R L Bhatia, West Delhi

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