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DOCTORS MARKETING PROGRAM FOR ORGANIZED PHARMACY RETAIL CHAIN SUBMITTED BY- DEEPAK KHANDELWAL PGDM –Marketing PG-MM-10005

Apollo pharmacy

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Page 1: Apollo pharmacy

DOCTORS MARKETING PROGRAMFOR

ORGANIZED PHARMACY RETAIL CHAIN

SUBMITTED BY-

DEEPAK KHANDELWALPGDM –Marketing

PG-MM-10005

Page 2: Apollo pharmacy

ABOUT COMPANY

Apollo pharmacy is a part of Apollo hospitals- Asia`s largest healthcare group.

The first hospital was started in 1983 by Dr.Pratap Singh Reddy(Chairman) in Chennai. It was 150 beds hospital. Now in Asia there more than 1000 Apollo pharmacy retail outlet are present.

In Jaipur the project was came in May 2002 and there were 20 locations selected across the city and the 1st chemist shop was open in Malviya Nagar ,Kabir Marg in June 2002. And now there are total 28 retail shops in Jaipur.

Page 3: Apollo pharmacy

OUR VISION

  To develop a community of care and concern that caters to our customers with the most innovative retail management programs, service and technology.

OUR MISSION

  Our mission is to be a responsive round-the-clock pharmacy retailer to our prospective customers.

Page 4: Apollo pharmacy

PRODUCTS

Medicines

Diagnostics

Baby care

Personal care

Skin care

Hair care

Health food

PRIVATE LABELS

Page 5: Apollo pharmacy

Services Medication tips 24-hour service Friendly pharmacist Free reminder service Free health camps Helpline services Free health insurance Health newsletters

Apollo Advantage We refill your prescriptions Genuine medicines Quality

Page 6: Apollo pharmacy

ROLE OF OPERATIONS & MARKETING DEPT : Data Collection Service Delivery Incentives Discount Coupon Redemption Control Points

Our greatest asset is the Customer! Treat each Customer as if they are the only one!”

Page 7: Apollo pharmacy

RESEARCH METHODOLOGY

OBJECTIVE OF THE PROJECT WORK

APOLLO PHARMACY has assigned me this work as a survey of no. of Customer walk in, how much they are Satisfy, doctors tie up and study directed through various policies which promoted sale and company brand image in the market.

So my primary objective is to collect the relevant data, which can serve the purpose of the company.

Page 8: Apollo pharmacy

RESEARCH DESIGNPrimary Data Feedback given by Doctors, Customer. Written feedback to capture the immediate feedback which was

taken in specially designed questionnaire. Interviews & personal interaction.

Secondary Data Guidance from the Apollo Pharmacy Staffs. Books, Journals & internet Sites.

Tools used Questionnaire Interview Personal Interaction

Page 9: Apollo pharmacy

OBSERVATION

To find out the number of customer walk-in.

To find out the sales of pharma and non pharma products.

To analyze the doctor`s prescription.

To find out whether customer be honoured or not(non- honoured).

To analyze the consuming capacity (product) of customer.

Page 10: Apollo pharmacy

TABLE-1

DAY & DATE

PHARMACY NAME

NO. OF WALK-INS9 AM-1 PM 4 PM-10 PM

NO.OF PRESCRIPTIONS9 AM-1 PM 4 PM-10 PM

TOTAL NO. OF PRESCRIPTIO

NS

Tuesday,04-05-10

VIDHYADHAR NAGAR

13 33 6 17 23Wednesday,05-05-10

VIDHYADHAR NAGAR

11 29 4 9 13Thursday,06-05-10

VIDHYADHAR NAGAR

14 44 5 11 16

BRANCH NAME- VIDHYADHAR NAGAR,JAIPUR

Page 11: Apollo pharmacy

TABLE-2

DAY & DATE NO. OF

DOCTORSNO.OF

PRESCRIPTIONS

PHARMA SALES

9 AM-1PM 4 PM-10PM

NON-PHARMA SALES

9 AM-1 PM 4 PM-10PM

Tuesday,04-05-10

16 22 6 16 1 5

Wednesday,05-05-10

12 12 4 8 2 3

Thursday,06-05-10

17 19 5 11 12 2

Page 12: Apollo pharmacy

TABLE-3

DAY & DATE PharmaNO. OF People Entered

Honour Nonhonoured

NonpharmaNO. OF People Entered

Honour Nonhonoured

Tuesday,04-05-10 73 69 4 13

Wednesday,05-05-10 57 53 4 28

Thursday,06-05-10 75 73 2 13

Page 13: Apollo pharmacy

QUESTIONNAIRE1. Ambience of the pharmacy. Excellent Good Average Poor

2 .Friendliness and courtesy of the staff. Excellent Good Average Poor

3 .skill and competency of the pharmacy staff. Excellent Good Average Poor

4 .Communication & detailing Skill of the pharmacy staff. Excellent Good Average Poor 

Page 14: Apollo pharmacy

5.Overall Quality and range of drugs available. Excellent Good Average Poor

8.Have you ever been turned off from Apollo pharmacy for non-availability of medicines?  Yes No

7 .On the average, how long you wait in the pharmacy for precuring medicines(in minutes). <5 <6-10> <11-15> >15

8.Overall ,how would you rate the services rendered in pharmacy?  Excellent Good Average Poor

QUESTIONNAIRE

Page 15: Apollo pharmacy

ANALYSIS BASED ON QUESTIONNAIRE Ambience of the pharmacy:

Friendliness and courtesy of the staff:

Category No. ofRespondents

Excellent 23Good 34

Average 30Poor 13Total 100

Category No. ofRespondents

Excellent 17Good 32

Average 36Poor 15Total 100

Page 16: Apollo pharmacy

ANALYSIS BASED ON QUESTIONNAIRE Communication & detailing Skill of the pharmacy staff:

Skill and competency of the pharmacy staff:

Category No. ofRespondents

Excellent 20

Good 35

Average 33

Poor 12

Total 100

Category No. ofRespondents

Excellent 14

Good 36

Average 28

Poor 22

Total 100

Page 17: Apollo pharmacy

CONCLUSION

After the keen study of the Apollo Pharmacy of Jaipur it is clear that the areas in which company has its core competency are Home delivery, ATM Facility,24 hours services and these categories have emerging in the market.

As we find through this project that awareness level about Apollo Pharmacy is not so high because of Apollo Pharmacy hasn’t spent much time in Jaipur.

Apollo Pharmacy is rapidly spreading awareness about its brand through its quality products and genuine medicines.

Page 18: Apollo pharmacy

SUGGESTIONS

Company’s representative should tell the product to their existing customer, who is loyal for the company.

Improve their promotional activities.

Demand and supply of the all brand.

Competitor’s activates.

Apollo Pharmacy retail staff

Page 19: Apollo pharmacy

FINDINGS

Better product schemes for the costumer and the doctors.

Company reputation in the market.

Efficiency of Representative to details the product.

Recommendations of the brand by the different approving authorities.

Top Potential Hospital.

Top Potential Doctors.

Page 20: Apollo pharmacy

LIMITATION OF STUDY

The survey was conducted on questionnaire basis. So everything in detail was not available.

  Only sample of customers are severed because of limited time and

economic constraints.

To get an appointment with Doctors was a huge task due to their hectic schedules.

Time factor was another big issue sometimes even to get a single response one has to wait for 1-2 hours and in many cases ended up with no response.

Page 21: Apollo pharmacy