Mankind Project
Mankind Project
Mankind Project
Lifestar Pharma-
Launched in the year 2005 as a group company.Lifestar offers
comprehensive range of products in ophthalmic & Dermal
segment. It is also having product range in antibacterials, GI &
other segments.
Special Mankind-
Special Mankind launched in Januaray 2007 is poised to meet
OTC requirements. This division is pioneer in launching of
premium category condoms, toothbrush, sanitary napkins & sweeteners.
Future Mankind-
Future Mankind was positioned in the year 2007 to cater the
growing demand of acute & chronic therapeutic segments. In
Future Mankind orthopedic drugs along with GI & other specialty
is comprehensively represented in line to Mankind group
philosophy.
Magnet Labs-
With purpose to cater the growing market of neuropsychological
segment Mankind acquired Magnet Labs in the year 2007. It is
pioneer in formulations of acute & chronic psychiatric segments.
Vet Mankind-
The strong impact of the philosophy of “Serving Life” lead to the
foundation of this division in the year 2007 to serve the India.
BOARD
MR.R.C.JUNEJA
(CEO AND CHAIRMAN)
Born on 28th July 1955, founder of Mankind group Mr. R.C.
Juneja Is an inspiration in himself.
Under Mr. R.C. Juneja’s mankind has metamorphotized from Rs.53 lacs to Rs.920 crores in
a small span of 14 years. He revolutionized the whole Indian Pharmaceutical market and
inspired others to follow the trend of “providing quality medicine at an economical price”.
He is one of the most distinguished business leader for his business acumen and
entrepreneurial spirit. His analytical mind and risk taking attitude are reason of his success.
His simplicity, courage, presence and fortitude have been the sources of inspiration for the
common masses as well as for number of budding enterprises.
He highly advocates team spirit & nurtures the human assets of the organisation.
He quotes:
"Our people have always been our core strength. They put their heart and soul in work.
Their efforts have made Mankind India’s fastest growing Pharma company in a span of 14
years".
"In Mankind we follow open and transparent culture where people are encouraged to
present and implement their opinions and ideas. Our duty at the helm of the affair is finding
right talent, giving them right opportunity and always supporting them, also ensuring that
party politics & favoritism must not take place".
His analytical mind & risk taking attitude are the reason for his
success. He is great visionary & his vision it to make Mankinda
Rs.3000 Cr. company by 2013 and to become the most admired
Pharma company with strong market presence in OTC and
FMCG segment.
Mr. Ajay bansal has been associated with the Mankind Group from the day one of its
operation. His commendable hard work & perseverance has made Mankind climb the ladder
of success. He has a foresight to see the untapped potential of business. Before joining
Mankind he worked for 8 years in a pharma company. His innovate marketing practices &
spirit of working tirelessly made him the most respected & admired entrepreneur.
He opines:
"In my opinion if somebody will ask me how Mankind has grown
over a period in just 14 years. I personally believe that credit
goes to our field staff. We take utmost care in the selection,
growth & training and we share the fortunes collectively with
the people. Our people are loyal with good character and
integrity. They are totally involved in their job. We ensure that
everybody is successful in the Organisation and their success
doesn’t go to their head and failure doesn’t touch their heart.
Thus , we should learn from our failures and keep growing in
our lives".
Mr. Sheetal Arora is a real life example of a young & dynamic leader. He is commerce
graduate & started his career with Mankind as a Medical Representative. His belief in
"Aiming high feet firmly on the ground" is an inspiration in itself for the young generaton.
His markting strategies & practices highly advocate his belief.
OBJECTIVES
SCOPE
The project is based on marketing stratagies of mankind pharm
INTRODUCTION
Lifestar Pharma-
Launched in the year 2005 as a group company.Lifestar offers
comprehensive range of products in ophthalmic & Dermal
segment. It is also having product range in antibacterials, GI &
other segments.
Special Mankind-
Special Mankind launched in Januaray 2007 is poised to meet
OTC requirements. This division is pioneer in launching of
premium category condoms, toothbrush, sanitary napkins & sweeteners.
Future Mankind-
Future Mankind was positioned in the year 2007 to cater the
growing demand of acute & chronic therapeutic segments. In
Future Mankind orthopedic drugs along with GI & other specialty
is comprehensively represented in line to Mankind group
philosophy.
Magnet Labs-
With purpose to cater the growing market of neuropsychological
segment Mankind acquired Magnet Labs in the year 2007. It is
pioneer in formulations of acute & chronic psychiatric segments.
Vet Mankind-
The strong impact of the philosophy of “Serving Life” lead to the
foundation of this division in the year 2007 to serve the India.
BOARD
MR.R.C.JUNEJA
(CEO AND CHAIRMAN)
Born on 28th July 1955, founder of Mankind group Mr. R.C.
Juneja Is an inspiration in himself.
Under Mr. R.C. Juneja’s mankind has metamorphotized from Rs.53 lacs to Rs.920 crores in
a small span of 14 years. He revolutionized the whole Indian Pharmaceutical market and
inspired others to follow the trend of “providing quality medicine at an economical price”.
He is one of the most distinguished business leader for his business acumen and
entrepreneurial spirit. His analytical mind and risk taking attitude are reason of his success.
His simplicity, courage, presence and fortitude have been the sources of inspiration for the
common masses as well as for number of budding enterprises.
He highly advocates team spirit & nurtures the human assets of the organisation.
He quotes:
"Our people have always been our core strength. They put their heart and soul in work.
Their efforts have made Mankind India’s fastest growing Pharma company in a span of 14
years".
"In Mankind we follow open and transparent culture where people are encouraged to
present and implement their opinions and ideas. Our duty at the helm of the affair is finding
right talent, giving them right opportunity and always supporting them, also ensuring that
party politics & favoritism must not take place".
His analytical mind & risk taking attitude are the reason for his
success. He is great visionary & his vision it to make Mankinda
Rs.3000 Cr. company by 2013 and to become the most admired
Pharma company with strong market presence in OTC and
FMCG segment.
Mr. Ajay bansal has been associated with the Mankind Group from the day one of its
operation. His commendable hard work & perseverance has made Mankind climb the ladder
of success. He has a foresight to see the untapped potential of business. Before joining
Mankind he worked for 8 years in a pharma company. His innovate marketing practices &
spirit of working tirelessly made him the most respected & admired entrepreneur.
He opines:
"In my opinion if somebody will ask me how Mankind has grown
over a period in just 14 years. I personally believe that credit
goes to our field staff. We take utmost care in the selection,
growth & training and we share the fortunes collectively with
the people. Our people are loyal with good character and
integrity. They are totally involved in their job. We ensure that
everybody is successful in the Organisation and their success
doesn’t go to their head and failure doesn’t touch their heart.
Thus , we should learn from our failures and keep growing in
our lives".
Mr. Sheetal Arora is a real life example of a young & dynamic leader. He is commerce
graduate & started his career with Mankind as a Medical Representative. His belief in
"Aiming high feet firmly on the ground" is an inspiration in itself for the young generaton.
His markting strategies & practices highly advocate his belief.
OBJECTIVES
SCOPE
The project is based on marketing stratagies of mankind pharm
DATA INTERPRETATION
COMPANY’S PROFILE
History of company:
MANKIND PHARMA is ISO 9001 leading pharmaceutical company having its
registered office in Merut. MANKIND is a leading pharmaceutical company of India ranked
7th in all over India and 4th in North India as per ORG-IMS, & Prescription Audit, and March,
2006. As per Stockiest Secondary Audit March 2006, Mankind ranked 13th position in India.
Mankind has growth rate is 66% annually and in top 20 fastest growing companies Mankind
ranked at 7th position as per ORG-IMS in all over India. Also according to Prescription Audit
(Medical Audit) Sep 2006 Mankind ranked State wise as-
North India: 07 East India: 16
West India: 04 South India : 21
The Company was launched in year '1995' with a goal to serve the suffering humanity and to
reach out even to those corners of the country where nobody had ventured before. From a
modest beginning in 1995, MANKIND was able to achieve, a turnover of "550 corer" (latest
achieving figures).
Giant
steps from Mankind
Mankind Pharma is one of the fastest growing domestic pharmaceutical companies, making a
strong impact on the Indian pharma scene for the past decade since it came into
existence.Sapna Dogra finds more
Impressive growth
The story of Mankind Pharma is one of inspiration, persistence and perseverance. From a
humble beginning in 1995 with a capital investment of about Rs 50 lakh, Mankind was able
to achieve a turnover of over Rs 300 crore in the year 2005 from a modest Rs 3.5 crore in the
year 1995. With a market share of about 1.75 percent of the Rs 25,000 crore domestic pharma
When it started in 1995, Mankind had a presence in just two states. Today, Mankind covers
the entire length and breadth of India. The company focuses on the grassroots by tapping
small towns and rural areas through its team of about 1,900 medical representatives. It is
doing fairly well even in cities like Delhi, Chennai, Mumbai.
The company is aggressively expanding its domestic sales through its existing divisions,
namely Mankind, Discovery Mankind and Life Star, as a business strategy. For instance, the
Mankind division has a mixed bag of cardiovascular and diabetic products. Mankind’s
domestic formulations business is expected to grow at a whopping 40 percent.
The Discovery Mankind division was launched about two-and-a-half years ago. With a field
force of 650 medical representatives and managers, already quite a few brands of Discovery
Mankind have reached to the top five positions in their respective segments. They are
Zenotin, Sparkind, Nobel Gel, Nuforce-3 Kit, Fynal, and Mahacef. The relatively new Life
Star division is yet another sister concern of Mankind Pharma, which has inducted around
100 field people so far. The focus of Life Star division of Mankind is on ophthalmology and
the dermal segment. Very soon, it will be entering into anti-malarial segment.
1996:
Launched Haryana and Punjab and the field force increased to 90. Ciprozol and
Noragyl (ranked 1 st)* were launched. A turnover of 8.2 crores was achieved with 117%
growth.
1997:
With a field force of 140, company introduced Cope, Nobel and Zenflox, which turned
out to be the leading brands. Zenflox became No. 1 * brand. Turnover increased to 15 crores
with a growth of 77%.
1998:
Turnover in this year was 24 crores with 61 % growth and field force grew to 180.
Ranidom (ranked 2nd)* was launched.
1999:
Field force increased to 250 with launch of Bihar. Turnover was 31 crores with a growth
of 31 % Zenotin (ranked 2nd)* was launched.
2000:
Achieved a milestone of 50 crores with a growth of 60%. Orissa and Maharashtra were
launched and field force increased to 308. Omidon (ranked 2 nd)*, Sparkind (ranked 3rd)* and
Manforce (ranked 1 st)* were launched.
2001:
Entered Andhra Pradesh, turnover reached to 67 crores at a growth of 34% and field force
increased to 394.
2002:
Major achievement of the year was launching of Discovery Mankind. Field force grew to
600 and turnover touched 85 crores with 27% growth. Bandy (ranked 2lld)* and Cefakind
(ranked 2lld)* were launched.
2003:
Achieved a turnover of 150 crores and growth of 77%. Field force increased to 950.
Antihypertensive drugs were introduced. Launched Mahacef (ranked 3rd)* and Nurokind
(ranked 1 st)*.
2004:
Turnover jumped to 263 cores with 75% growth and the field force increased to 1660 in
number. Moxikind-CV was successfully launched at a very economical price. *(ORG-IMS,
Retail Store Audit, and March 2005)
2005:
Celebrated a 'Decade of trust' with medical fraternity. Launched a new sister concern
Lifestar Pharma Pvt. Ltd. Group turnover touched Rs. 350 Crore & field force grew to 2600.
Won "Indian Express Pharma Pulse Award" for best overall performance.
Nuforce Fluconazole 1
Gatikind Gatifloxacin 1
Zenflox-OZ Ofloxacin+Ornidazole 1
bacillus
Omidom Omeprazole 2
Bandy Albendazole 2
Bomikind Ondansetron 2
Vomikind Ondansetron 2
Unwanted Mifepristone 4
Vertistar Betahistine 5
The company has outperformed the growth of the Pharma industry in India by growing at the
rate of more than 66% year after year and ranking among the top 10 most aggressive in new
launches Pharma companies in India (ORG - IMS, March 2005). From a field force of 53 in
1995, today the total strength has reached to 2600 Medical Representatives and Managers
working in almost all parts of the country.
The company has well defined processes of Production, Quality control, Distribution,
Marketing, Training and Human Resource Development. MANKIND has a very strong
market presence in Antibiotics, Antifungals, Gastrointestinals, NSAIDs, Anthelmintics and
Erectile Dysfunction categories with many brands ranked no. I such per (ORG-IMS, Retail
Audit 2005). Mankind says their strength lies in our people.
Won Indian Pharma Pulse Award for overall performance in the year 2004-2005. To meet the
increased demand of the products MANKIND is setting up a state of the art Inject able
manufacturing unit and a world class R & D centre in Paonta Sahib (H.P). The company has
already purchased 60,000 Sq. mts. Land and shall be investing Rs. 70 crore to set up the
facilities which shall be operational by Oct' 2006.
The manufacturing unit in Paonta Sahib shall enjoy the benefits of excise exemption. Another
unit under the banner of PHARMA FORCE having capsule and tablet manufacturing
facilities, shall be operational in Paonta Sahib by June' 2005.
NETWORKS OF COMPANY
From two states in 1995, Mankind today covers the entire length and breadth of India. Our
products are available across the country, including the remote pockets serviced by 42 C & F
agents & a comprehensive network of 4000 stockists. These are some c and f and some
comprehensive network of company
“To deliver medicines that enable patients to live healthier, happier and more active lives”
VISION
“To be among the top 3 pharmaceutical companies of India by the year 2010”.
Our employees have always been our tremendous strength, and that is the main reason
behind our success. Mankind has always recognized the importance of freedom to express
and innovate.
Hence we have cultivated a work culture that permits our employees to learn, innovate &
experiment new ideas. Mankind Pharma places a great value on innovation and expects its
people to act and think differently.
Both our customers and products are accorded highest priority with sensitivity,
commitment with time & cost for delivering innovative and affordable medicines in local
and global market.
Everyday we learn something new, make mistakes & again learn from our mistakes. We
always allow and tolerate genuine mistakes. We encourage & empower our people to take
risks with intelligence .
.
INFRASTRUCTURE
Manufacturing Unit
To meet the ever increasing demand of the products Mankind has state-of- the-art Injectable
manufacturing unit at Poanta sahib. The unit is designed as per the USFDA guidelines &
has got the production capacity of 60 million ampoules & 30 million vials in a single shift
basis.
Corporate Office
Our Corporate office is situated in New Delhi with all modern infrastructure facilities. We
are having total strength of 300 employees working in different process of Product
management, Sales & Marketing, Quality Assurance, Production & Planing, Purchase,
Field Administration & Human Resource development.
Supply Chain
To cater to the market demand, we have expanded our operations into the entire length &
breadth of the country. We have closely knitted & wide distribution network
of 6000 stockist, 52 C & F agents and workforce of 5000. Our supply chain system is well
defined. We have made our strong presence in remote pockets, where no other companies
have ventured before.
Distribution Offices
To manage the wide distribution network of stockist and C & F agents, Mankind has 3
major distribution offices situated in Meerut, Indore & Secundrabad.
Training Centre
Training is indispensable part for Human Resource Development .In order to maximize the
development process of the employee, modern methods with the integrated techniques and
all basic amenities & luxury treatment are being provided.
In pharmaceutical marketing, goods (i.e. medicines) are not sold directly to consumer
but through Physicians / doctors who prescribe the drugs to the patient. Physicians are
perhaps the most important players in pharmaceutical sales. They write the prescriptions that
determine which drugs will be used for the patient. Influencing the physician is key to
pharmaceutical sales. Ethical Marketing involves influencing the physician. In Ethical
marketing importance is given to prescription selling, target customer here is physician who
is qualifies enough to decide which medicine is better for his patient.
2. OTC Marketing:
The OTC stands for 'Over the Counter', which means the direct selling from the chemist
counter without any suggestion or the prescription of the physician. The drugs included major
in this category are the, Analgesics (Pain Killers) Antipyretic (For Fever.) Most of the
patients to save physicians fees do this type of treatment but it is ethically wrong.
(Sales representative) meet to the physicians regularly providing information and free drug
samples according to the companies policy to the physicians. This is still the approach today.
As the competition is becoming stiff and due to entrance of
new players in pharmaceutical market, making call to physicians is not sufficient. Today
each and every pharmaceutical company is giving importance of the aggressive marketing
along with the Productive call in the doctors chamber of the medicinal product.
Aggressive marketing of the means providing the proper services to the doctor, chemist &
also take care of patients. Pharmaceutical marketing is stand on four pillars of, Doctor,
Chemist, Distributor, & also on Patients.
1) Physician:-
Physician is the person who prescribes the drug and is well aware of the medicinal value of
the product.
2) Retailers :-
Retailer who makes availability of the prescribing product & also providing the guidance in
the proper selection of doctor and about molecule to promote in doctor chamber.
3) Distributors :-
Distributor makes the proper availability of stock from company for the proper distribution in
the territory chemist and helps in selection of area or town to be covered.
4) Patients :-
Patients these are the direct and end users of the products. So these are so important.
Company will provide the medicines at the most economical rates for patient' Conveniences.
The process of convincing the doctor also providing the information to retailer about the
product and doctors promise for product and taking order and give to the stockiest make
product available for the patient convenience is major duty of the medical.
• Sampling.
In classification various techniques are used to promote and sell a pharmaceutical such as TV
advertising, distributing broachers, regular visits by medical representative, gift and sample
distribution. An ethical drug first has to be approved and recommended by a physician and
then sold to the patient or consumer, through medical stores, non ethical or patented products
can be directly sold to the consumer through persuasive advertising through various media
such as newspaper, magazine, radio or TV.
It can be sold through point of sale advertising which means poster in the medical shop or
window displays, but the proportion of non ethical or patented products is hardly about 20%
of the total output of drugs and pharmaceutical products.
Hence an indirect method, a round about way of promotion and distribution has been adopted
in pharmaceutical marketing. It can be shown diagrammatically as given under.
CHART
Physicia
n or
Doctors
Flow chart of Pharmaceutical Companies Marketing Team
Chemist /
Production Marketing Sales Finance
Retailer
Executive Executive Executive Executive
Sale Sale
Supervisor Supervisor
MR MR MR MR MR MR
Marketing strategy adopted by Mankind pharma :
Marketing is the act or process of buying and selling in a market. According to Peter Drucker,
Marketing is : "Marketing and innovation are the two chief functions of business. You get
paid for creating a customer, which is marketing. And you get paid for creating a new
dimension of performance, which is innovation. Everything else is a cost center : "Marketing
is commercial functions involved in transferring goods from producer to consumer. The
American Marketing Association suggests that Marketing is "the process of planning and
executing the pricing, promotion, and distribution of goods, ideas, and services to create
exchanges that satisfy individual and organizational goals."
Marketing Strategies:
The strategies define general approaches you will take to meet your objective. To be most
effective, marketing strategies should be integrated into marketing plan (which in turn should
be part of the business plan). By integrating strategies into overall company plans, better
business objectives can be achieved. Marketing strategies are the result of a meticulous
market analysis.
1] Company has framed the strategy keeping III core the prescribers.
2] Company has also framed strategy keeping III mind the retailers also.
3] Company has developed strategy keeping in view the Sales force that is the important
weapon of the company.
4] Company has given prime importance to the patient I.e. direct customer by making
economy in the product.
• To check the existence of the competitor product & if exist what is the
position of the competitor's product.
Positioning means placement of product in the market by identifying the needs of the
customer. By Positioning the product the company is able to more precisely meet the needs of
more customers and consequently to gain a higher overall level of share or profit from a
market. And also positioning is depending on the seasonal requirements. In Parma marketing
the positioning of the product is done the basis of the indication in which the drug has the
medicinal values and accordingly the product is promoted. Mankind Parma also follows the
same principle. However they have been categorized depending upon the benefits of the
product in the disease or disorder.
FOR EXAMPLE :
The drugs used in treatment of hyperacidity are categorized & Proton pumps inhibitors
and is positioned and promoted to the Gastroenterologist mainly, who are specialist in the
treatment of ulcer of stomach or intestine.
After conducting the survey and determining the potentiality of the doctors, the next step
is to meet the doctor personally and detail him the quality and benefits of the product."
Mankind Parma always believe in Productive call."
Company appointed medical representative who perform this job by means of a visual
aid does the detailing of product to the doctors. Visual aid is a printed material, which
visualizes the USP's (Unique selling point of the product) and important aspects of the
product.
As the name suggest the Visual aid helps to emphasis the benefits of the product visually.
Company always tries to use the visual aid, which will magnify the benefits and USP,s of the
product effectively.
Sampling is a free distribution of the product to the doctor, so that he can ensure result of the
products. Sampling is done to the physician and to the doctors through the M.R. so that the
doctor can give the product to the patients and ensure the result of the product in the Patient.
The sampling policy of Company is quite specific.
This is another important marketing tool, which the company is using tactfully & skilfully.
Regular follow-ups means doing something special or unique which will make the doctor to
remind the product or conducting the activity that will continuously hammer the product in
the doctor's mind.
Regular follow-up mainly include sending a reminder card to the doctors, requesting the
doctor to prescribe the product. Sending reminder cards also include drafting & sending a
thanks-giving note to the doctor for extending their prescription support to the doctor.
Company always give emphasis on importance of regular follow up.
As the name suggest the Visual aid helps to emphasis the benefits of the product visually.
Company always tries to use the visual aid, which will magnify the benefits and USP,s of the
product effectively.
Sampling is a free distribution of the product to the doctor, so that he can ensure result of the
products. Sampling is done to the physician and to the doctors through the M.R. so that the
doctor can give the product to the patients and ensure the result of the product in the Patient.
The sampling policy of Company is quite specific.
This is another important marketing tool, which the company is using tactfully & skilfully.
Regular follow-ups means doing something special or unique which will make the doctor to
remind the product or conducting the activity that will continuously hammer the product in
the doctor's mind.
Regular follow-up mainly include sending a reminder card to the doctors, requesting the
doctor to prescribe the product. Sending reminder cards also include drafting & sending a
thanks-giving note to the doctor for extending their prescription support to the doctor.
Company always give emphasis on importance of regular follow-up. The company have
made it mandatory that, each and every medical representative should send reminder cards to
the doctors. For the doctors located at distance, Company asked the M.R. to send postcards
regularly that too hand written.
As the mission indicates company's aim IS to serve humanity. Supplying informative
literature is a part of it. Informative literature is supplied to the doctors; physician. The
purpose behind supplying literature is to make the doctor's aware about the medicinal value
of the product. Informative literature is very important tool in launching of a new product, as
the product is new it is necessary to supply the informative literature with specific and valid
references, so that the doctor is convinced about the product and its benefits. Sometimes
literature is also provided with the aim of crating health aware Company use effectively both
type of literature.
This activity is carried out by the company to meet with mission of company. Company also
arranges regular heath check-up camps are organized by company. Such type of camps serves
dual purpose for the company.
By organizing such camps company shows that they aim of creating health aware. At the
same time through such camps company promote their products to doc. Recently company
organized a BMD camp (bone Mineral Density Test Camp) with aim of determining the bone
calcium level and to promote their product "Calcikind".
Once the product is promoted to the doctor and regular follow-up is given the corn ask their
medical representative to categorize the doctors on the basis of the prescribe support per
month.
Prescription Support is valued in terms of money value, accordingly the doctor
categorize as :
* Most, important doctors (M.LP.), generating prescription-has rupees value
5000-10000 per month.
* Very important doctors (V.LP), generating prescription-has rupees value
2500 - 5000 per month.
General Category (G.P.) generating prescription having rupees up to 1000 - 2500 per month.
This is supplementary method adopted by the company to boost up the sell. In this method
depending upon the category of the doctors; Gifts are given as token fir gesture. Giving Gifts
gives an impression in the mind of the doctor that they are special for the company.
This IS another supplementary method adopted by the company to boost up the sell. In this
method company gives sponsorship to the doctor for the IMA conference organized.
Beside the main marketing strategy adopted by the company the company has also adopted
the other strategies which mainly includes,
• Strategy related to Price.
• Strategy related to the chemist.
In today's world medication is becoming costlier and people are looking towards economy in
medication. Mankind has very well understood this human psychology and has skilfully
developed strategy to use this psychology for marketing purpose. Mankind selling their
product at the price economic to the patient purpose behind adoption of such strategy is to
create liking in the mind of the prescribers / doctors & to create a long-term prescription
support from the medicinal professionals.
Another reason behind selling product at economic price is to influence the prescription
behaviour of the prescribers / doctors.
Chemist is also an important pillar in pharmaceutical marketing. All the efforts are in vain, if
the doctors prescribe the product but it is not available with the chemist. Mankind has
understand the importance of the chemist have in pharmaceutical marketing and has
developed separate strategy keeping in core the chemist.
• Giving Discount on purchase.
• Giving Additional offers on purchase.
• Giving gifts on purchase.
• Facility of expiry reimbursement.
In this type of the marketing strategy Mankind is trying to influence the chemist
purchase behaviour.
When it started in 1995, Mankind had a presence in just two states. Today, Mankind covers
the entire length and breadth of India. The company focuses on the grassroots by tapping
small towns and rural areas through its team of about 1,900 medical representatives. It is
doing fairly well even in cities like Delhi, Chennai, Mumbai.
The company is aggressively expanding its domestic sales through its existing divisions,
namely Mankind, Discovery Mankind and Life Star, as a business strategy. For instance, the
Mankind division has a mixed bag of cardiovascular and diabetic products. Mankind’s
domestic formulations business is expected to grow at a whopping 40 percent.
The Discovery Mankind division was launched about two-and-a-half years ago. With a field
force of 650 medical representatives and managers, already quite a few brands of Discovery
Mankind have reached to the top five positions in their respective segments. They are
Zenotin, Sparkind, Nobel Gel, Nuforce-3 Kit, Fynal, and Mahacef. The relatively new Life
Star division is yet another sister concern of Mankind Pharma, which has inducted around
100 field people so far. The focus of Life Star division of Mankind is on ophthalmology and
the dermal segment. Very soon, it will be entering into anti-malarial segment.
ANALYIS OF DATA
After studying Marketing strategy of Mankind Pharma,the total number of doctors and their
category are determined. The finding is as follows.
CHART -1
Chart -2
Chart-3
In this part of data, how the Doctors g et introduced to the product is
determined .The following is expressed in the below graph.
Chart-4
Here the Doctors method of pre scription generation is described, where
survey was conducted to find out whether Doctors prescribe medicines by Brand
Name, Generic Name, or by contents. The findings of the survey are expressed in
the above graph .
In this graph it is cleared that majority of doctors prescribed the product by Brand
Name.
From the pie chart it is clear that most of the Chemist get aware of the product through
Medical Representative appointed by the company.
Preference of chemist to the product
Chart-2
Here the chemist’s preferences to the product is determined. The finding of data
determined as above.
From the Pie-chart it is clear that, chemist like to keep product, which is
CONCLUSION
• Company Reputation
• Contents of Product
• Quality of Product
• Price of Product
• Chemist will prefer to keep those medicines that prescribed by Doctor.Also keep
those medicines that have scheme or benefits.
• Mankind Pharma have an opportunity to make the presence in the consultant's
chamber by introducing new innovative Products with economy .
.
SUGGESTIONS
REFERENCE
www.mankindpharma.com
www.wikipedia.com
METHODOLOGY
Methodology is often used in a narrow sense to refer to methods, technology or tools
employed for the collection of data as well assist processing. This is also used come times to
designate data collected to arrive at the conclusion. It provides answers to some of the major
question while research like what must be done, how it will be done, what data will be
needed, what data gathering devices will be employed, now sources of data will be analyzed
to arrive at the conclusion.
The choice of data collection techniques for this study includes.
• Internet
• Surveys
In this project, the survey method is adopted for collecting
the data by the various techniques as.
1] Personal interview –Mr.J.S.BHATTAD
DATA INTERPRETATION
COMPANY’S PROFILE
History of company:
MANKIND PHARMA is ISO 9001 leading pharmaceutical company having its
registered office in Merut. MANKIND is a leading pharmaceutical company of India ranked
7th in all over India and 4th in North India as per ORG-IMS, & Prescription Audit, and March,
2006. As per Stockiest Secondary Audit March 2006, Mankind ranked 13th position in India.
Mankind has growth rate is 66% annually and in top 20 fastest growing companies Mankind
ranked at 7th position as per ORG-IMS in all over India. Also according to Prescription Audit
(Medical Audit) Sep 2006 Mankind ranked State wise as-
North India: 07 East India: 16
West India: 04 South India : 21
The Company was launched in year '1995' with a goal to serve the suffering humanity and to
reach out even to those corners of the country where nobody had ventured before. From a
modest beginning in 1995, MANKIND was able to achieve, a turnover of "550 corer" (latest
achieving figures).
Giant
steps from Mankind
Mankind Pharma is one of the fastest growing domestic pharmaceutical companies, making a
strong impact on the Indian pharma scene for the past decade since it came into
existence.Sapna Dogra finds more
Impressive growth
The story of Mankind Pharma is one of inspiration, persistence and perseverance. From a
humble beginning in 1995 with a capital investment of about Rs 50 lakh, Mankind was able
to achieve a turnover of over Rs 300 crore in the year 2005 from a modest Rs 3.5 crore in the
year 1995. With a market share of about 1.75 percent of the Rs 25,000 crore domestic pharma
market, Mankind has a strong presence in antibiotics, antifungals, nutritionals,
gastrointestinals, NSAIDs, antihelmintics and ED categories. They have many brands that
ranked number one like Zenflox, Nuforce, Nurokind and Manforce. Other top brands include
Bandy, Cefakind, Fynal, Mahacef, Omidom and Sparkind. Mahacef ranked first among the
top launches of the last two years.
When it started in 1995, Mankind had a presence in just two states. Today, Mankind covers
the entire length and breadth of India. The company focuses on the grassroots by tapping
small towns and rural areas through its team of about 1,900 medical representatives. It is
doing fairly well even in cities like Delhi, Chennai, Mumbai.
The company is aggressively expanding its domestic sales through its existing divisions,
namely Mankind, Discovery Mankind and Life Star, as a business strategy. For instance, the
Mankind division has a mixed bag of cardiovascular and diabetic products. Mankind’s
domestic formulations business is expected to grow at a whopping 40 percent.
The Discovery Mankind division was launched about two-and-a-half years ago. With a field
force of 650 medical representatives and managers, already quite a few brands of Discovery
Mankind have reached to the top five positions in their respective segments. They are
Zenotin, Sparkind, Nobel Gel, Nuforce-3 Kit, Fynal, and Mahacef. The relatively new Life
Star division is yet another sister concern of Mankind Pharma, which has inducted around
100 field people so far. The focus of Life Star division of Mankind is on ophthalmology and
the dermal segment. Very soon, it will be entering into anti-malarial segment.
1996:
Launched Haryana and Punjab and the field force increased to 90. Ciprozol and
Noragyl (ranked 1 st)* were launched. A turnover of 8.2 crores was achieved with 117%
growth.
1997:
With a field force of 140, company introduced Cope, Nobel and Zenflox, which turned
out to be the leading brands. Zenflox became No. 1 * brand. Turnover increased to 15 crores
with a growth of 77%.
1998:
Turnover in this year was 24 crores with 61 % growth and field force grew to 180.
Ranidom (ranked 2nd)* was launched.
1999:
Field force increased to 250 with launch of Bihar. Turnover was 31 crores with a growth
of 31 % Zenotin (ranked 2nd)* was launched.
2000:
Achieved a milestone of 50 crores with a growth of 60%. Orissa and Maharashtra were
launched and field force increased to 308. Omidon (ranked 2 nd)*, Sparkind (ranked 3rd)* and
Manforce (ranked 1 st)* were launched.
2001:
Entered Andhra Pradesh, turnover reached to 67 crores at a growth of 34% and field force
increased to 394.
2002:
Major achievement of the year was launching of Discovery Mankind. Field force grew to
600 and turnover touched 85 crores with 27% growth. Bandy (ranked 2lld)* and Cefakind
(ranked 2lld)* were launched.
2003:
Achieved a turnover of 150 crores and growth of 77%. Field force increased to 950.
Antihypertensive drugs were introduced. Launched Mahacef (ranked 3rd)* and Nurokind
(ranked 1 st)*.
2004:
Turnover jumped to 263 cores with 75% growth and the field force increased to 1660 in
number. Moxikind-CV was successfully launched at a very economical price. *(ORG-IMS,
Retail Store Audit, and March 2005)
2005:
Celebrated a 'Decade of trust' with medical fraternity. Launched a new sister concern
Lifestar Pharma Pvt. Ltd. Group turnover touched Rs. 350 Crore & field force grew to 2600.
Won "Indian Express Pharma Pulse Award" for best overall performance.
Zenflox Ofloxacin 1
Nuforce Fluconazole 1
Gatikind Gatifloxacin 1
Zenflox-OZ Ofloxacin+Ornidazole 1
bacillus
Omidom Omeprazole 2
Bandy Albendazole 2
Bomikind Ondansetron 2
Vomikind Ondansetron 2
Unwanted Mifepristone 4
Vertistar Betahistine 5
The company has outperformed the growth of the Pharma industry in India by growing at the
rate of more than 66% year after year and ranking among the top 10 most aggressive in new
launches Pharma companies in India (ORG - IMS, March 2005). From a field force of 53 in
1995, today the total strength has reached to 2600 Medical Representatives and Managers
working in almost all parts of the country.
The company has well defined processes of Production, Quality control, Distribution,
Marketing, Training and Human Resource Development. MANKIND has a very strong
market presence in Antibiotics, Antifungals, Gastrointestinals, NSAIDs, Anthelmintics and
Erectile Dysfunction categories with many brands ranked no. I such per (ORG-IMS, Retail
Audit 2005). Mankind says their strength lies in our people.
Won Indian Pharma Pulse Award for overall performance in the year 2004-2005. To meet the
increased demand of the products MANKIND is setting up a state of the art Inject able
manufacturing unit and a world class R & D centre in Paonta Sahib (H.P). The company has
already purchased 60,000 Sq. mts. Land and shall be investing Rs. 70 crore to set up the
facilities which shall be operational by Oct' 2006.
The manufacturing unit in Paonta Sahib shall enjoy the benefits of excise exemption. Another
unit under the banner of PHARMA FORCE having capsule and tablet manufacturing
facilities, shall be operational in Paonta Sahib by June' 2005.
NETWORKS OF COMPANY
From two states in 1995, Mankind today covers the entire length and breadth of India. Our
products are available across the country, including the remote pockets serviced by 42 C & F
agents & a comprehensive network of 4000 stockists. These are some c and f and some
comprehensive network of company
MISSION AND VISION OF COMPANY
MISSION
“To deliver medicines that enable patients to live healthier, happier and more active lives”
VISION
“To be among the top 3 pharmaceutical companies of India by the year 2010”.
Our employees have always been our tremendous strength, and that is the main reason
behind our success. Mankind has always recognized the importance of freedom to express
and innovate.
Hence we have cultivated a work culture that permits our employees to learn, innovate &
experiment new ideas. Mankind Pharma places a great value on innovation and expects its
people to act and think differently.
We continuously encourage all individuals to take up new challenges with adequate
responsibilities which has majestically helped us by contributing towards a handsome
growth year after year.
Both our customers and products are accorded highest priority with sensitivity,
commitment with time & cost for delivering innovative and affordable medicines in local
and global market.
Everyday we learn something new, make mistakes & again learn from our mistakes. We
always allow and tolerate genuine mistakes. We encourage & empower our people to take
risks with intelligence .
INFRASTRUCTURE
Manufacturing Unit
To meet the ever increasing demand of the products Mankind has state-of- the-art Injectable
manufacturing unit at Poanta sahib. The unit is designed as per the USFDA guidelines &
has got the production capacity of 60 million ampoules & 30 million vials in a single shift
basis.
Corporate Office
Our Corporate office is situated in New Delhi with all modern infrastructure facilities. We
are having total strength of 300 employees working in different process of Product
management, Sales & Marketing, Quality Assurance, Production & Planing, Purchase,
Field Administration & Human Resource development.
Supply Chain
To cater to the market demand, we have expanded our operations into the entire length &
breadth of the country. We have closely knitted & wide distribution network
of 6000 stockist, 52 C & F agents and workforce of 5000. Our supply chain system is well
defined. We have made our strong presence in remote pockets, where no other companies
have ventured before.
Distribution Offices
To manage the wide distribution network of stockist and C & F agents, Mankind has 3
major distribution offices situated in Meerut, Indore & Secundrabad.
Training Centre
Training is indispensable part for Human Resource Development .In order to maximize the
development process of the employee, modern methods with the integrated techniques and
all basic amenities & luxury treatment are being provided.
MARKETING OF PHARMACEUTICAL INDUSTRY
In pharmaceutical marketing, goods (i.e. medicines) are not sold directly to consumer
but through Physicians / doctors who prescribe the drugs to the patient. Physicians are
perhaps the most important players in pharmaceutical sales. They write the prescriptions that
determine which drugs will be used for the patient. Influencing the physician is key to
pharmaceutical sales. Ethical Marketing involves influencing the physician. In Ethical
marketing importance is given to prescription selling, target customer here is physician who
is qualifies enough to decide which medicine is better for his patient.
2. OTC Marketing:
The OTC stands for 'Over the Counter', which means the direct selling from the chemist
counter without any suggestion or the prescription of the physician. The drugs included major
in this category are the, Analgesics (Pain Killers) Antipyretic (For Fever.) Most of the
patients to save physicians fees do this type of treatment but it is ethically wrong.
More than 10,000 sales force-Large Scale Organisation Less 1,000 sales force- Small Scale
Organisation
(Sales representative) meet to the physicians regularly providing information and free drug
samples according to the companies policy to the physicians. This is still the approach today.
As the competition is becoming stiff and due to entrance of
new players in pharmaceutical market, making call to physicians is not sufficient. Today
each and every pharmaceutical company is giving importance of the aggressive marketing
along with the Productive call in the doctors chamber of the medicinal product.
Aggressive marketing of the means providing the proper services to the doctor, chemist &
also take care of patients. Pharmaceutical marketing is stand on four pillars of, Doctor,
Chemist, Distributor, & also on Patients.
1) Physician:-
Physician is the person who prescribes the drug and is well aware of the medicinal value of
the product.
2) Retailers :-
Retailer who makes availability of the prescribing product & also providing the guidance in
the proper selection of doctor and about molecule to promote in doctor chamber.
3) Distributors :-
Distributor makes the proper availability of stock from company for the proper distribution in
the territory chemist and helps in selection of area or town to be covered.
4) Patients :-
Patients these are the direct and end users of the products. So these are so important.
Company will provide the medicines at the most economical rates for patient' Conveniences.
The process of convincing the doctor also providing the information to retailer about the
product and doctors promise for product and taking order and give to the stockiest make
product available for the patient convenience is major duty of the medical.
• Sampling.
In classification various techniques are used to promote and sell a pharmaceutical such as TV
advertising, distributing broachers, regular visits by medical representative, gift and sample
distribution. An ethical drug first has to be approved and recommended by a physician and
then sold to the patient or consumer, through medical stores, non ethical or patented products
can be directly sold to the consumer through persuasive advertising through various media
such as newspaper, magazine, radio or TV.
It can be sold through point of sale advertising which means poster in the medical shop or
window displays, but the proportion of non ethical or patented products is hardly about 20%
of the total output of drugs and pharmaceutical products.
Hence an indirect method, a round about way of promotion and distribution has been adopted
in pharmaceutical marketing. It can be shown diagrammatically as given under.
CHART
Physicia
n or
Doctors
Flow chart of Pharmaceutical Companies Marketing Team
Chemist /
Production Marketing Sales Finance
Retailer
Executive Executive Executive Executive
Sale Sale
Supervisor Supervisor
MR MR MR MR MR MR
Marketing strategy adopted by Mankind pharma :
Marketing is the act or process of buying and selling in a market. According to Peter Drucker,
Marketing is : "Marketing and innovation are the two chief functions of business. You get
paid for creating a customer, which is marketing. And you get paid for creating a new
dimension of performance, which is innovation. Everything else is a cost center : "Marketing
is commercial functions involved in transferring goods from producer to consumer. The
American Marketing Association suggests that Marketing is "the process of planning and
executing the pricing, promotion, and distribution of goods, ideas, and services to create
exchanges that satisfy individual and organizational goals."
Marketing Strategies:
The strategies define general approaches you will take to meet your objective. To be most
effective, marketing strategies should be integrated into marketing plan (which in turn should
be part of the business plan). By integrating strategies into overall company plans, better
business objectives can be achieved. Marketing strategies are the result of a meticulous
market analysis.
1] Company has framed the strategy keeping III core the prescribers.
2] Company has also framed strategy keeping III mind the retailers also.
3] Company has developed strategy keeping in view the Sales force that is the important
weapon of the company.
4] Company has given prime importance to the patient I.e. direct customer by making
economy in the product.
• To check the existence of the competitor product & if exist what is the
position of the competitor's product.
Positioning means placement of product in the market by identifying the needs of the
customer. By Positioning the product the company is able to more precisely meet the needs of
more customers and consequently to gain a higher overall level of share or profit from a
market. And also positioning is depending on the seasonal requirements. In Parma marketing
the positioning of the product is done the basis of the indication in which the drug has the
medicinal values and accordingly the product is promoted. Mankind Parma also follows the
same principle. However they have been categorized depending upon the benefits of the
product in the disease or disorder.
FOR EXAMPLE :
The drugs used in treatment of hyperacidity are categorized & Proton pumps inhibitors
and is positioned and promoted to the Gastroenterologist mainly, who are specialist in the
treatment of ulcer of stomach or intestine.
After conducting the survey and determining the potentiality of the doctors, the next step
is to meet the doctor personally and detail him the quality and benefits of the product."
Mankind Parma always believe in Productive call."
Company appointed medical representative who perform this job by means of a visual
aid does the detailing of product to the doctors. Visual aid is a printed material, which
visualizes the USP's (Unique selling point of the product) and important aspects of the
product.
As the name suggest the Visual aid helps to emphasis the benefits of the product visually.
Company always tries to use the visual aid, which will magnify the benefits and USP,s of the
product effectively.
Sampling is a free distribution of the product to the doctor, so that he can ensure result of the
products. Sampling is done to the physician and to the doctors through the M.R. so that the
doctor can give the product to the patients and ensure the result of the product in the Patient.
The sampling policy of Company is quite specific.
This is another important marketing tool, which the company is using tactfully & skilfully.
Regular follow-ups means doing something special or unique which will make the doctor to
remind the product or conducting the activity that will continuously hammer the product in
the doctor's mind.
Regular follow-up mainly include sending a reminder card to the doctors, requesting the
doctor to prescribe the product. Sending reminder cards also include drafting & sending a
thanks-giving note to the doctor for extending their prescription support to the doctor.
Company always give emphasis on importance of regular follow up.
As the name suggest the Visual aid helps to emphasis the benefits of the product visually.
Company always tries to use the visual aid, which will magnify the benefits and USP,s of the
product effectively.
Sampling is a free distribution of the product to the doctor, so that he can ensure result of the
products. Sampling is done to the physician and to the doctors through the M.R. so that the
doctor can give the product to the patients and ensure the result of the product in the Patient.
The sampling policy of Company is quite specific.
This is another important marketing tool, which the company is using tactfully & skilfully.
Regular follow-ups means doing something special or unique which will make the doctor to
remind the product or conducting the activity that will continuously hammer the product in
the doctor's mind.
Regular follow-up mainly include sending a reminder card to the doctors, requesting the
doctor to prescribe the product. Sending reminder cards also include drafting & sending a
thanks-giving note to the doctor for extending their prescription support to the doctor.
Company always give emphasis on importance of regular follow-up. The company have
made it mandatory that, each and every medical representative should send reminder cards to
the doctors. For the doctors located at distance, Company asked the M.R. to send postcards
regularly that too hand written.
As the mission indicates company's aim IS to serve humanity. Supplying informative
literature is a part of it. Informative literature is supplied to the doctors; physician. The
purpose behind supplying literature is to make the doctor's aware about the medicinal value
of the product. Informative literature is very important tool in launching of a new product, as
the product is new it is necessary to supply the informative literature with specific and valid
references, so that the doctor is convinced about the product and its benefits. Sometimes
literature is also provided with the aim of crating health aware Company use effectively both
type of literature.
This activity is carried out by the company to meet with mission of company. Company also
arranges regular heath check-up camps are organized by company. Such type of camps serves
dual purpose for the company.
By organizing such camps company shows that they aim of creating health aware. At the
same time through such camps company promote their products to doc. Recently company
organized a BMD camp (bone Mineral Density Test Camp) with aim of determining the bone
calcium level and to promote their product "Calcikind".
Once the product is promoted to the doctor and regular follow-up is given the corn ask their
medical representative to categorize the doctors on the basis of the prescribe support per
month.
Prescription Support is valued in terms of money value, accordingly the doctor
categorize as :
* Most, important doctors (M.LP.), generating prescription-has rupees value
5000-10000 per month.
* Very important doctors (V.LP), generating prescription-has rupees value
2500 - 5000 per month.
General Category (G.P.) generating prescription having rupees up to 1000 - 2500 per month.
This is supplementary method adopted by the company to boost up the sell. In this method
depending upon the category of the doctors; Gifts are given as token fir gesture. Giving Gifts
gives an impression in the mind of the doctor that they are special for the company.
This IS another supplementary method adopted by the company to boost up the sell. In this
method company gives sponsorship to the doctor for the IMA conference organized.
Beside the main marketing strategy adopted by the company the company has also adopted
the other strategies which mainly includes,
• Strategy related to Price.
• Strategy related to the chemist.
In today's world medication is becoming costlier and people are looking towards economy in
medication. Mankind has very well understood this human psychology and has skilfully
developed strategy to use this psychology for marketing purpose. Mankind selling their
product at the price economic to the patient purpose behind adoption of such strategy is to
create liking in the mind of the prescribers / doctors & to create a long-term prescription
support from the medicinal professionals.
Another reason behind selling product at economic price is to influence the prescription
behaviour of the prescribers / doctors.
Chemist is also an important pillar in pharmaceutical marketing. All the efforts are in vain, if
the doctors prescribe the product but it is not available with the chemist. Mankind has
understand the importance of the chemist have in pharmaceutical marketing and has
developed separate strategy keeping in core the chemist.
• Giving Discount on purchase.
• Giving Additional offers on purchase.
• Giving gifts on purchase.
• Facility of expiry reimbursement.
In this type of the marketing strategy Mankind is trying to influence the chemist
purchase behaviour.
When it started in 1995, Mankind had a presence in just two states. Today, Mankind covers
the entire length and breadth of India. The company focuses on the grassroots by tapping
small towns and rural areas through its team of about 1,900 medical representatives. It is
doing fairly well even in cities like Delhi, Chennai, Mumbai.
The company is aggressively expanding its domestic sales through its existing divisions,
namely Mankind, Discovery Mankind and Life Star, as a business strategy. For instance, the
Mankind division has a mixed bag of cardiovascular and diabetic products. Mankind’s
domestic formulations business is expected to grow at a whopping 40 percent.
The Discovery Mankind division was launched about two-and-a-half years ago. With a field
force of 650 medical representatives and managers, already quite a few brands of Discovery
Mankind have reached to the top five positions in their respective segments. They are
Zenotin, Sparkind, Nobel Gel, Nuforce-3 Kit, Fynal, and Mahacef. The relatively new Life
Star division is yet another sister concern of Mankind Pharma, which has inducted around
100 field people so far. The focus of Life Star division of Mankind is on ophthalmology and
the dermal segment. Very soon, it will be entering into anti-malarial segment.
ANALYIS OF DATA
After studying Marketing strategy of Mankind Pharma,the total number of doctors and their
category are determined. The finding is as follows.
CHART -1
Chart -2
Chart-3
In this part of data, how the Doctors g et introduced to the product is
determined .The following is expressed in the below graph.
Chart-4
Here the Doctors method of pre scription generation is described, where
survey was conducted to find out whether Doctors prescribe medicines by Brand
Name, Generic Name, or by contents. The findings of the survey are expressed in
the above graph .
In this graph it is cleared that majority of doctors prescribed the product by Brand
Name.
From the pie chart it is clear that most of the Chemist get aware of the product through
Medical Representative appointed by the company.
Preference of chemist to the product
Chart-2
Here the chemist’s preferences to the product is determined. The finding of data
determined as above.
From the Pie-chart it is clear that, chemist like to keep product, which is
OBJECTIVES