TABLE OF CONTENTS

1.0 Internship Completion Certificate 4

2.0 Acknowledgement 5

3.0 List of Tables and Illustrations 8

4.0 List of Annexure 8

5.0 Summary of the Report 9

6.0 Objectives of studding the Organization 11

7.0 Introduction 12

7.1 Background of Pharmaceutical industry 13

7.2 Company background 14

8.0 Mission Statement 15

9.0 Vision Statement 16

10.0 Structure of organization 16

10.1 Functional Departments 17

10.2 Functions of Departments 18

10.3 Business Portfolio 24

11.0 Marketing Strategies 27

11.1 Marketing Segmentation 27

11.2 Target Market 28

11.3 Positioning 28

11.4 Differentiation 23

11.5 Total market Orientation 29

11.6 Competitors 30

12.0 Competitive Strategy 31

12.1 Marketing Mix 31

13.0 SWOT Analysis 33

14.0 Business process analysis 35

14.1 Tablets and capsules 35

14.2 Suspensions & Syrups 36

15.0 As an Intern 37

3

15.1 Duties

37

16. Accomplishments 40

17. Knowledge acquired 41

18. Problems encountered 41

19. Impact on Professional career 42

20. Conclusion 42

21. Recommendation 43

22. Tables 44

23. Annexure 50

24. References 54

4

LIST OF TABLES AND ILLUSTRATIONS

Table No. Contents Page No.

1GROUPS ALLOCATION IN PLATINUM PHARMA

43

2 Documents Consulted in Platinum Pharma 44

3 Annual Revenue of Platinum Pharma 45

4 Annual Expenses of Platinum Pharma 46

5 Employees Summary of Platinum Pharma 47

LIST OF ANNEXURES

Annex No. Contents Page No.

1. Organizational Structure of Platinum Pharma 50

2. Organizational Structure of Marketing Department 51

3. Advertisement for Recruitment and Selection 52

SUMMARY OF THE REPORT

5

Marketing management play a vital role in the operations of any organization. Almost all

good private and public organizations have their own Marketing departments and are

adopting the Marketing Strategies. The Department of marketing of the Platinum Pharma

is undergoing a transformation by changing the way and implementation new marketing

strategies.

It is compulsory to undertake the internship and writing its report for obtaining the degree

of MBA from Allama Iqbal Open University. In order to accomplish my internship, I

have selected the Platinum Pharma where I have been working since 2005 at marketing

department. I have tried my level best to cover all the aspects of the marketing

management during my internship.

The purpose of this study is to see the implementation of the marketing process in the

service organization particularly in the Platinum Pharma and to see the strengths and

weaknesses of marketing department of the organization. Satisfaction / dissatisfaction of

the employees of the company in respect of financial benefits and other facilities which

are offered to them is very important. This report has covered all the marketing

management processes which include new marketing strategies, sales analysis, target

marketing, other segments of the marketing, performance management, and career

management.

It is very difficult to cover all the aspect of the marketing management, in detail, in short

time period. However, the work is focused on the sales analysis and marketing strategies

in the Platinum Pharma.

This report is compiled through various techniques. First of all the data and relevant

information was collected through studying the broachers, formats, reports, official

correspondence, and interviewing the officers and officials of the Platinum Pharma.

6

The report is consists of four major parts. First part contained the

basic information of the report which includes acknowledgement, list of tables,

illustration, annexure; objectives, introduction, overview, organizational structure and

hierarchy of the marketing department of the Platinum Pharma. In the second part the

marketing management process is discussed in detail which includes marketing strategies

and forecasting, sales analysis, training and development, performance management,

compensation and benefits, organizational career management in the Platinum Pharma.

The third part which is very important contains the information regarding the critical

analysis, conclusion and recommendations. Finally, the information and an overview of

the references collected during the study and list of annexures in respect of the

organizations.

7

OBJECTIVES OF STUDYING THE ORGANIZATION

(Platinum Pharmaceutical co.)

Marketing play a vital role in the operations of any organization. The Department of

Marketing is undergoing a transformation by changing the way that we do.

The objectives of studying the Platinum Pharma are as under:-

To identify marketing strategies that produces effective sales, and cause to the

growth of company.

The role of Marketing is very vital in the brand imaging.

To observe the implementation of the marketing strategies, processes, procedures

and policies in the Platinum Pharma.

How Marketing Department support the company to enhance the performance.

To convert my knowledge and experience from theoretical study to practical.

8

7. INTRODUCTION

7.1 Background of Pharma Industry in Pakistan

Pharmaceutical industry of Pakistan is around US$ 2 billion with an annual growth rate of 12.9% per annum. The 600 firms (over 400 domestic manufacturers and approximately 200 major importers) together produce 40,000-odd formulations in the country. Despite high competition and price wars, drug prices are controlled by a strict regulatory policy.The pharmaceutical market comprises of large Multinational Companies which are producing and marketing research based products and also other big and small National companies which pre-dominantly produce and market generic products.

Out of total market of US$ 2 billion, 53.3% is captured by Multinationals and 46.7% is taken up by National companies. The top 50 companies enjoy more than 80% market share. There are 20 multinationals in the top 50 companies, while the top 100 companies have 94.0% market share. Only 2 manufactures are involved in the manufacture of raw materials. Having no recourse to a single price increase since December 2001, the pharmaceutical sector will be under pressure to maintain its profitability in the face of inflationary pressures and currency devaluation the total outlay on the health sector is budgeted at Rs.38.0 billion, which has increased by 15.8 percent over last year.

The existing network of medical services consists of 12,260 hospitals, 113,000 doctors practicing, 4582 dispensaries, 5301 Basic Health Units (BHU), 552 Rural Health Centers (RHC), 906 Maternity and Child Health Centers (MCH) and 289 Tuberculosis Centers (TBC). total expenditure on health has increased from PKR 4.37 billion to PKR 6.04 billion, which is 31.86% higher than the last year.( as of 2006).

Company Background

Platinum Pharma

A Journey Towards Success: 

10.

9

10.1

10.2 FUNCTIONS OF DEPARTMENTS

Human Resource

10

Chairman

DirectorMarketing

Marketing

Department

DirectorProductio

n

Production

Department

Directorfinance

Finance

Department

Director HR

Training

Manager

sind +

Balochista

n

RTCSind +

Balochistan

Training

Manager

Punjab+KP

KRTC

Punjab+KPK

HR Department

Sales & Distribution

HR main functions are:

Hiring Promotions Reassignments Position classification and grading Salary determination Performance appraisal review and processing Awards review and processing Personnel data entry and records maintenance Consultation and advisory services to management and employees

S n D (Sales and Distribution)

11

Finance

CFONadeem Khan

Sr. MGR FinanceIrshad Mahmood

AM FinanceTallat Zahoor

Sr. MGR Finance Legal

Muh. Irfan

AM LegalYaser Aman

AM Finance TAXAqeel Sahir

AM LegalMaria Tahir

Sr. MGR FinanceNasim Ahmed

Farhan

Manager Finance Franchise Support

Atif Hameed

Manager Finance Retail Outlets

Faisal Bin Fasih

Manager Finance South

Qazi Najam Uddin

AM Finance NorthMuh. Riaz

MGR Fin. C1Syed Asad

Hussain

AM Finance OpsMuh. Sultan

AM Finance (Inventory Cont.)

Arshad KhanHassan MustafaSheryar Khan

Khurram Haider

GM Treasury & Planning

Ethasham Ullah Khan

Sr. Manager Finance Treasury

Naeem Asghar

MGR Finance(Budgets)(Vacant)

MGR Finance (Vendor Acc.)

Muzzamil Naveed

AM FinanceAsif Imtiaz

AM FinanceSaad WaqasRaja Zubair

AM FinanceAnas Ahmed

DIRECT REOPRTS

2nd Tear

3rdTear

Financial Operations

They deal with:

Budget preparation Budget administration Cost allocation Accounts payable Payroll Grants administration Monitoring service providers Technical assistance to service providers Contract administration Billing Property inventory General accounting records Fixed assets records Custody of funds Distribution of pass-through funds Cash flow Investments Debt administration Risk management

12

Administration

GM Admin, Procurement &

ContractsSaleem Chohan

AM ContractsKashif Ali Raza

Manager ProcurementAlam Khan

AM ProcurementNadir Khan

Sr. Manager Admin

Farhan Khalid

MGR Admin / ProcurementQamar Sultan

AM ProcurementAleem Rao

AM AdminArshad Hassan

AM Admin (HO)Faisal Mumtaz

AM Admin (C2)Ejaz Rasheed

AM AdminShaheen Iqbal

AM AdminWaseem Malik

AM Admin (North)M. Zeeshan

AM Admin TravelMumtaz Bashir

MGR Admin (C1)Adnan Wali

AM AdminNasir Haseeb

DIRECT REOPRTS

2nd Tear

3rdTear

MGR Admin (South)Ghulam

Mohiuddin

Internal financial reports External financial reports Statutory reports Tax reports

Administration

They are responsible for assistance of employees in every regard they provide as:

Arrangements for the big and small events for doctors Arrangements for Participation in Doctor’s annul conferences Maintain the Products stock level at distributer Products availability Any problem that is being faced by employees regarding distributer and

chemist

13

13. SWOT ANALYSIS

SWOT analysis is an overall evaluation of the company’s

Strengths (S) Weaknesses (W) Opportunities (O) Threats (T)

　 STRENGTHS

Strengths include internal capabilities, resources, and positive situational factors that may help the company to serve its customers and achieve its objectives.

Platinum Pharma’s differentiation is its biggest strength. Platinum Pharma offers lowest price with quality.

Platinum Pharma is offering more and better availability than its competitors. Platinum Pharma is the 12 largest pharmaceutical co. in Pakistan Platinum Pharma has the most promising and faithful company Platinum Pharma has great management within the organization (internally &

externally) Platinum Pharma is a registered company and Platinum Pharmaceuticals

has achieved ISO 9002, ISO 14001 & 17025.

It has a strong brand identity. It has successfully projected itself as a company

meant to serve its people.

Platinum Pharma is spread nationwide and also started marketing in Serilanka and

Bangladesh.

14

Platinum Pharma has a comprehensive promotional

strategy.

Platinum Pharma has its own distribution

WEAKNESSES

Weaknesses include internal limitations and negative situational factors that may interfere with the company’s performance.

Platinum Pharma has less professionalism within the organizational members.

Platinum Pharma still has room for the betterment of its quality in comparison to

The Market Giant GSK.

Poor co-ordination between team members

High turnover rate

There are no good medical health facilities in this Pharmaceutical co.

There is less pay and other allowances as compare to other companies

OPPORTUNITIES

Opportunities are favorable factors or trends in the external environment that the company may be able to exploit to its advantage.

Platinum Pharma has biggest opportunity in the form of injections and inhalers. Platinum Pharma has the opportunity for launching new products in new

segments. Platinum Pharma has the opportunity that it is well establish in southern Punjab

where it can promote itself to also other area of the country Platinum Pharma can further improve its employees selling skills to get more

sales.

THREATS

15

Threats are unfavorable external factors or trends that may present challenges to performance

Platinum Pharma’s biggest opportunity is its biggest threat as well. More segments can create more competition

There can be some decrease in sales of old products if they focus more on the new products

The decreasing economy rate and instability of Pakistan is a big threat for all businesses in Pakistan including Platinum Pharma

More new companies be launches, more competition will be increase

Changing marketing trends is also a threat for Platinum Pharma because things

are changing so frequently in the market with the change in marketing style.

14. BUSINESS PROCESS ANALYSIS

Platinum Pharma is offering two types of drugs

Tablets & Capsules

Suspensions & syrups

14.1 Tablets and capsules

Platinum Pharma Prepare tablets and capsules for the Adults. Many products are

available in tables form and as well as in capsules form. There is a wide arrange of

products are available in tables and some few products are available in capsules form.

16

Benefits of tables:

The tablet formulation is very easy to swallow and it’s in small size. Tablets are usually

made for low potency.

Benefits of Capsules

The capsules are usually in big size but they can be easily metabolized. And this show

quick response as compare to tables.

Suspensions & Syrups:

The suspensions are usually use for the children and they are easy to swallow. And they

are in different flavors to overcome the bitter taste of drugs.

Suspensions:

Suspensions are the solutions which are in

granules and they have some bitter taste.

Syrups:

Syrups are the solutions with no granules and they are prepared solutions. They are less

bitter than the suspensions.

15. As an Intern:

I was called for an interview in Platinum Pharma on 15 th of Nov 2009 by Regional Field

Manager Mr. Shafiq Anwar. I was interviewed and he put me on hold to respond. Later

on 20th of Nov 2009 I was called by HR staff and I was again interviewed by HR manager

Saqib Ahmed Two days later I was informed that I can join Platinum Pharma from 24th

Nov 2009. I was so happy at that time because my ambitions are rushing towards their

fascinated goals.

15.1 Duties:

I reached office at 30th Nov 2009 and HR coordinator Miss Saima lead me to the S&D

(Sales & distribution) department and she told me that “you will do your internship in 17

this department, introduces me with S&D staff and say have a seat

better luck.” In S&D dept my immediate boss was FM Mr. Shafiq Anwar. He introduces

me with Senior Sales Manager Mr. Husnain Ahmed. Here I was relaxed and quite

comfortable with mine assigned duties.

Daily Duties:

Assignment 1:

My 1st assignment was to read the all literatures of all products of a Dynamic Group.

These all were very difficult for me because it’s all about medical related. But one of my

senior colleagues guides me to understand it. He was so intelligent and very good in

teaching anything. His name was Shahzad Bhatti. He told me about human body systems

and how they work. And he told me about many diseases which are mostly involve in

human body. And after this he told me about medicine to these diseases.

After that he told me how we can promote our products to doctors to generate our sales.

Then my manager gave me some assignments.

This assignment includes the following tasks:

Prepare the human body systems by heart

Literature by heart

Understand the sales sheet

Prepare the comparison sales sheet

Annual targets

Planning to achieve these targets

Prepare the DCR (daily call report)

Assignment 2:

Dealing With Customers (doctors):

Platinum Pharma has a very good repute in customers or doctors because of their

economical and its good results. Platinum Pharma provide a wide range of products in

many fields. They mostly deal with doctors and give them information and marketing

about the all products.

Assignment 3:

Sale Analysis and Meetings:18

During my two weeks stay in sales dept. anther major and daily

task of mine was to make the sale reports. That report was quite easy to make because

pre-made format was give to me by Sale Manager Mr. M. Amir Saeed and what I need to

do is just to enter the daily sales on that format. And after one month sales analysis takes

by area sales manager and after 3 months quarter meetings take by the head office.

Weekly duties:

Sales Report:

After a complete month of my internship Mr. Abdullah rotate me to the sales dept. and

assigned me another task which was to make sales report of different areas. I made total

three sales report for different dates and forward it to my boss Mr. Abdullah. That report

was again a bulky task because that report includes the sales and analysis by ASMs (Area

Sales Manager)

ASM’s market visit report:

In sales department I learned to make market visit report of ASM’s. The format was pre-

made so I jus need to enter the data into this format which was given by me from FM.

Then I need to send this report to ASM Mr. Ali Rehan and paste this report in the share

folder which is nation wide access able for the senior management.

Meeting with Distributor:

If there is any issue to any medical store or some poor booking then this is give to

distributor in distribution meetings. Most of the issues are very simple and they are easily

handled but in some case senior are involve solving these problems. In this routine

distributor meeting all issues are discuss.

Chemist Survey:

On the weekly basis we assign to do some chemist survey to get feedback about our

products and also about other competitors. We analysis and rank our products against

competitors. These surveys are very useful to identify our direction that which way we

should to move. Which doctor is prescribing competitor’s products and we can make our

strategy to convert them on to our products.

Knowledge and information:19

Another assignment is to get knowledge about product and give the

better information about the products to doctors. For the better knowledge of the

employees the company gives them training to the employees. For the training of

employees the company has a department of training and development. They have many

skill full training managers.

Training and development:

The training and development department is very important department for the company

growth. So company haired very skilled person and they are very ken to provide very

good knowledge about the product to employees.

Meeting with ARMs

I attend a meeting of RSM Mr. Abdullah Ammad with all ASMs. Senior sales Manager

Mr. Mehmood Dar and Sales Manager Mr. Abdul Rehman was present during the

meeting. It was an open discussion meeting and every one in the meeting room is allowed

to share his problems and points.

It was my duty to arrange the entire seating plan in the meeting room and to arrange all

the entertainment for ASMs after meeting.

Beside this I was assigned to write down the key points of the meeting.

Following are some points which I write during meeting:

1) Salary of ASMs was reduced from Rs.17000/- to Rs.12000/-.

2) Area under a single ASM is reduced.

3) Detailed discussion on sales and distributor issues.

4) It was decided that four to five ASMSs would be added, two for Lahore and three

for surrounding in the C1-A team of ASMs.

16. ACOMPLISHMENTS

My accomplishments are as follows:20

1. I dealt with Doctors and placed a flag in front of regional

head office

2. Area assessment

3. Better Sales analysis

4. Visited market to check out chemist level problems.

5. Visited KFC outlets to the doctor’s presentations

6. Perform well in Training meeting

17. KNOWLEDGE AQUIRED

I was acknowledged as:

1. I learned professional ethics in Platinum Pharma by my boss

2. I got to know how to interact with your colleagues

3. How to deal with customers(doctors)

4. How to deal the senior doctors

5. I visited different hospitals and learned how to make strategies to convert doctors

6. How to report to your boss

7. Most of all how to be responsible for work

8. How to prepare for a doctor call

9. How to do pre-call and post-call analysis

18. PROBLEMS ENCOUNTERED

I had many problems during data gathering for my report contents they are as follows:

1. Employees were busy with their work and could not help me to provide

information in more detail

2. All employees were not available everyday because they have to go to for market

visit and it seemed so hard to gather information about every department

3. As the information is confidential and employees were reluctant to expose

information

4. I faced serious problems when I was gathering organizational charts and hierarchy

charts because of the confidentiality matters

5. It took a lot of time to visit and then come back to office

6. I and my boss had to departure at 9.00am to visit and come to office again21

7. I stumbled upon the responsibility of find the relevant

department and person to hand over the sales and documentation.

19. IMPACT OF EXPERIRNCE ON MY PROFESSIONAL LIFE

I was very glad to know after two interviews that Platinum Pharma is willing to hire me

for an internship program of six weeks. It was my dream to enter into the business world

and especially pharmaceutical field to do my internship. I was used to for the better future

with an attractive salaries and incentives.

Many employees said to me that you are lucky because you had a chance to do your

internship in organization like Platinum Pharma because people start from local

franchises or with small companies. My luck and reference made this all by the grace of

Allah Almighty.

Internship in Platinum Pharma would help me as well as leaves a great impression on my

professional career because if your beginning is powerful then big giant companies are

not reluctant to hire you here after.

A great impact of doing internship in Platinum Pharma is there are bright chances to be

hired in Platinum Pharma after completing my education as a senior of Marketing

department offered me join Platinum Pharma after completing my last semester in AIOU.

This was all because I dedicated my all efforts to my work and got a great response from

Platinum Pharma managerial staff.

My internship in Platinum Pharma would open up new horizons of prosperity in my

professional life and it will help to join any Pharmaceutical company because of my

relevant experience.

20. CONCLUSION

Platinum Pharma is working with the fastest pace in pharmaceutical industry because

they are paying special attention to their products. Because of this heavy marketing and

campaigns Platinum Pharma is now being considered seventh largest company on

national base. These marketing campaigns and marketing is for brand recall. As many

customers would be aware of the brand they will like to prescribe their products.

Organizational structure is centralized and it causes many problems. Employees are not

given enough freedom to share their ideas. Platinum Pharma has upper level management 22

issues by resolving them they can overcome these issues. They are

investing huge amount of money on their development programs and investing heavily to

improve their packing and quality. For this purpose they are targeting big areas they are

enhancing their strengths. Platinum Pharma is paying special attention to its sales team

because they are using their full potential to increase sales for their encouragement

Platinum Pharma recently distributed thirteen (13) motorcycles among their employees

via lucky draws. By these means they are motivated and they will effort more.

21. RECOMMENDATION

Platinum Pharma can introduce new and unique products. By introducing new and

unique products Platinum Pharma can be pioneer in pharmaceutical field. They should

take serious actions to enhance their targeted areas and to strengthen their quality. They

can also work on improving product packing. They can introduce new and research

products. They can introduce inhalers, injections, interferon injections, antipyretics.

They should introduce big incentive policy to those employees who work hard because

they are not being compensated properly.

23

GROUPS ALLOCATION IN PLATINUM PHARMA

24

Sr. No. Name of Person Designation Group

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

25

DOCUMENTS CONSULTEDIN PLATINUM PHARMA

Sr. No. Documents Consulted

1. Annual Reports

2. Newsletters

3. Sales and Analysis sheets

4. Compensation, Benefits and Service Rules and Regulation

5. Advertisements

6. Job Descriptions

7. Training and Development Proformae

8. Performance Appraisal Proformae

9. Sample Contract Agreement

10. Leave Proforma

11. Daily Call Report

26

ANNUAL REVENUE OFTHE PLATINUM PHARMA

Revenues (Millions) 2003 2004 2005 2006 2007 2008

NET SALES

DICSCOUNT

SALES

INSTITUTIONAL

SALES

Total Revenue

Source: Finance Department of Platinum Pharma.I

ANNUAL EXPENSES OF PLATINUM PHARMA

27

Expenses (Millions) 2003 2004 2005 2006 2007 2008

Advertising Cost

Marketing Expense

Utilities

Office Expense

Production cost

Total expenses

Source: Finance Department Platinum Pharma.

28

EMPLOYEES SUMMARY

No. of Employees

Director Marketing

Business Unit Manager

Marketing Manager

National Sales Manager

Sales Manager

Area Sales Manager

Field Manager

Sales Promotion Officer

29

30

31

Chairman

Director

Marketing

GMM

Marketing Manager

NSMPunjab+ KPK

NSMSindh+

Blochistan

Director

Production

Production

Department

Director

finance

FinanceDepartment

Director

HR

HRDepartment

Organizational Chart

Organizational Structure(Sami Pharma)

32

Chairman

DirectorMarketing

GMM

Marketing Manager

NSMPunjab+ KPK

SM

FM

NSMSindh+ Blochistan

SM

FM

Marketing Department

Marketing Department(SAMI Pharma)

33

34

REFERENCES

Platinum Pharmaceutical co. website: http://www.platinumpharma.net/default.htm

Business dictionary http://www.businessdictionary.com/definition/market-

segmentation.html

Invest towards

http://www.investorwords.com/2988/market_segmentation.html

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