Presentation Shahzad Khalid

MBA(Marketing)(Marketing)

Internship Presentation on Slimfit Pharmaceutical.Slimfit Pharmaceutical.

Overview of the organization

�� Slimfit Pharmaceutical was established in 1994, having wide range of nutritional products and own manufacturing facility.

�� Sales force directly meets with doctors and they prescribe the product to the patients. In this way doctors are direct target customers and patients are ultimate consumers.

Overview of the organization Product line

Slimfit has following product rangeUltra Diet(To reduce weight and it is a complete daily diet plan for obese peoples)(To reduce weight and it is a complete daily diet plan for obese peoples)

Amino Fuel(Complete diet plan which contain vitamins, minerals, protein, & essential

elements which are required during and after pregnancy and lactation)

Balance D(It is especially for weakness and asthenia caused by due to Diabetes

Mellitus)

Ectobal Injection(It contain methycobalamin used for nervous weakness and nerves

regeneration)

Overview of the organization �� Strategies of Branding

Strategy which is used by company is Product Brand Strategy

�� Main Clients Gynecologists, Woman Medical Officers, LHV ,Physicians , GP’s Gynecologists, Woman Medical Officers, LHV ,Physicians , GP’s and Nutritional Specialist are the main target customer.

�� Main CompetitorsAmong multinational there are Abbott Laboratories, Meiji, Nutricia, etc they have very strong and old brands in the market like Ensure, Formance, Glucerna,Mamilac, Nutrimama Among national companies there is Neutro Pharma having product name supplement-M, Glucotro etc.

Organizational structure

ManagingDirector

FinanceManager

HRManager

ProductionManager

Sales Manager

MarketingManagerManager Manager ManagerManagerManager

Field

Manager

Field

Manager

HR Officer

HR Officer

Production

Officer

Cost

Accountant

General

Accountant

Product

Manager

Product

Manager

Product

Manager

Field

Manager

Production

Officer

Sales Force at every territory


�� Number of Employees.Total 110 numbers of employees in overall organization including top management , production and sales force all over the Pakistan.

�� Introduction of all the Departments�� Introduction of all the DepartmentsvMarketing Dept there are marketing manager and three product manager for products. vIn HR Dept there is HR manger and two HR officer who co-ordinate in HR activities. vFinance manager also have two officers which are responsible for financial activities .


vProduction manager has two production officers and rests of the people are working in other Dept like packing and in warehouse .

vSales force is 65 in total including Sales Manager vSales force is 65 in total including Sales Manager and 9 Fields Manager based at big territories like Karachi, Lahore, Rawalpindi, and Faisalabad etc. Medical Service Representatives are working under these FMs based at different important locations.


Slimfit show great level of departmentalization and everyone in involve in his job in depth and show high level of co-ordination and harmony among different department .

Every one is answerable to boss and responsible of his work and also has some authority to next level this show chain of command.

There is narrow span of control and great level of centralization in decision making by top management.

Plan of Internship Program �� I worked in the head office of Slimfit Pharmaceuticals Pakistan 31/3-A Abu Bakar new garden town Lahore.

�� Starting date of my internship was 3rd May, 2010Ending date of my internship was 2nd July, 2010

Name of Departments Name of Departments Sales

3rd May 2010 to 15th May 2010Marketing

17th May 2010 to 29th May 2010Human Resource

31st May 2010 to 12th June 2010Management & Administration

14th June 2010 to 2nd July 2010

Training Program

Sales Department Activities

vProspecting the customers.vExploring the customer’s need.vExploring the customer’s need.vSatisfying the customer’s need by providing relevant proofs.

vProduct knowledge and SMART planning required to win the customers.

vPre and Post call analysis.vFeedback of the customer.

Training Program

Sales Department Tasks.First of all target assigned to me was prospecting of few customers and knowing their potential, prescribing habit by feedback of the market and nearest pharmacies. Then I visited the Drs Clinic nearest pharmacies. Then I visited the Drs Clinic and collect feedback from there .

Other task was to ensure the availability of the product at different pharmacies and medical stores. These activities help me a lot to better understanding the customer need and device a strategies and next call planning.

Training ProgramMarketing Department.

Devising new strategies and plans. Devising new strategies and plans. Implementation and evaluation of plans and Implementation and evaluation of plans and

results.results.Market research.Market research.Arrangement of Medical discussion meeting, Arrangement of Medical discussion meeting,

Speaker Speaker program, foreign symposium,Free program, foreign symposium,Free Arrangement of Medical discussion meeting, Arrangement of Medical discussion meeting,

Speaker Speaker program, foreign symposium,Free program, foreign symposium,Free medical camps,OPD activities to different medical camps,OPD activities to different hospitals & doctors.hospitals & doctors.

Developing product literatures & brochures.Developing product literatures & brochures.Marketing manager assigned a task to product Marketing manager assigned a task to product manger and to me ,develop a product literature manger and to me ,develop a product literature of Balance Dof Balance D

Training ProgramHuman Resource Department.

vHR Dept concern with development and securing the talent of individuals and organizations.

vImplementing such programs that enhance communication and cooperation between those individual workers in order to nurture organizational development.

vJob analysis and staffing, organization and utilization of vJob analysis and staffing, organization and utilization of work force.

vMeasurement and appraisal of work force performance, implementation of reward systems for employees.

vTrain and develop employees in specialized areas.vThe task assigned to me for conduction of initial interview of some candidates for vacant areas.

Training ProgramManagement & AdministrationvGetting people together to accomplish desired goalsvand objectives.vDeployment and manipulation of human, financial vand technological resources.and technological resources.vManager need to maintain equilibrium and fairness among all the sensitive issue of the company.

vDecision making is very important.

vI have got opportunity to work with some field manager and it was my first experience in fields. I gain knowledge of managing the territories, handle the field force to produce good results.

Structure of Marketing Department

Marketing Manager

Product Manager

Product Manager

Product Manager

Product Manager

There are total 5 people working in marketing Dept one marketing manager and four product managers.

Marketing Operationsv Leadership on serving the client better by providing the

better facilities and make him satisfied.v Support sales & distribution partners to produce good

results.v Manage advertising & promotions. v Developing pricing.v Conducting customer satisfaction survey on time to time v Conducting customer satisfaction survey on time to time

basis.v Monitoring competitor’s activities and devising the

marketing strategies to counter it.v Attract qualified leads to become number one in market.v Building brand recognitions by better positioning of the

brand.v Making it easier to differentiate from competitors.v Making websites, brochures, presentation.v Events & sponsorships.v Loyalty building programs on regular basis.

Functions of Marketing Department

Segmentation Strategyv Segmentation is a tool for categorizing the

market into homogeneous segments .v Within the segment people have almost

similar need and wants also exhibits similar similar need and wants also exhibits similar buying behaviors.

v In Slimfit market is segmented according to disease of the patients like diabetic, obese and during pregnancy & lactation etc.


Target Marketing strategyv Identifying the potential customers and formulates the

strategy by concentrating them.v Putting all the marketing efforts like advertising &

promotion to few segments and targeted customers. v Target market of the Slimfit Pharmaceutical is v Target market of the Slimfit Pharmaceutical is

women during pregnancy & lactation for Amino Fuel. Obese and fatty patient for Ultra Diet etc.

v Gynecologists, Women Medical Officer, Leady Health Visitor, Physicians and General Parishioners are targeted customer who actually prescribe the product to the patients and they are final consumers.

Functions of Marketing DepartmentProduct Planning, Development & Management

v At present Slimfit is not involve in any new product planning and development.product planning and development.

v Products of the Slimfit at this time are on different stage. Some of them are at early stage. Other of them is at mature stage. They require different Planning & Management as well as different budget allocation and strategies.


Positioningvv Placement Placement of product in the mind of the potential product in the mind of the potential

targeted customers in specified segment of the market. targeted customers in specified segment of the market. v How companies want their customers to see the product

and what message the company wants to deliver to the mind of the consumers.mind of the consumers.

v Amino fuel is positioned as essential supplement during pregnancy and lactation with the passage of time it has established and strengthening its position in front of the customers as a vital supplement during pregnancy.

v Balance D is important supplement for diabetic patients to restore the vitality of the patients.


Pricing StrategyvPricing of the product is the main source of

revenue generation.

vPricing also provides competitive edge and it is vPricing also provides competitive edge and it is also final measure of the value of the customer.

vPricing strategy of the Slimfit Pharmaceutical is Cost Based Pricing.


Distribution StrategyvProduct are actually reach to the customer’s

hands through distribution channels.v Slimfit has local distributor at every big city and it

adopts the selective distribution strategy.

Slimfit Company Warehouse

DistributorsWholesaler/ Pharmacies

Consumers

C&F


Promotional Strategy

vSlimfit uses Personal Selling.

vIt is also called Push promotional strategy in which field force and promotional activities are used to create a demand in the market.

Structure of Sales Department

Sales Manager

Field Manager Field Manager Field Manager Field Manager

Sales Force Sales Force Sales Force Sales Force

Sales force is 65 in total including Sales Manager and 9 Fields Managers.

Structure of Sales DepartmentSales operations

Sales operation leads to increase market share and revenue generation.Planning & design of the sales strategy and ultimately effective execution of it by controlling and calculating the outcome of the results.Measuring the trends of sales and forecasting the next projection of the sales on basis of these results. Measuring the trends of sales and forecasting the next projection of the sales on basis of these results. Competitive advantages by arrangement of OPD (out door patient) camps, Round table discussion (RTD) and Medical discussion meeting (MDM) on regular basis to get stronghold in the market.Training program for every MSR names “Selling in Slimfit” to enhance the product knowledge and selling skill among MSR’s

Functions of Sales Department

Sales Methodology

A system of methods used in the sales process. These are the various methods to identify, prospect, gain the attention, to identify, prospect, gain the attention, raise the interest, build their desire, move them to action and close the sale.


Type of sellingvSlimfit use personal selling strategy.vMedical Sales Representatives calls the

doctors.vDrs prescribe the product to patients and vDrs prescribe the product to patients and

they purchase from pharmacies.v MSR covering the big area and having

almost 150 doctors on list.


Sales Return ProcedureMember of distributors (Delivery Staff) delivers the stocks at pharmacies and if they have wrong order booking, non payment or any other reason simply return the products and delivery man then entered the return at warehouse.entered the return at warehouse.Order booking man of distribution channels check the stock at pharmacies and inform the company prior to six month before expiry date by filling the expiry intimation forms. Meanwhile if stock liquidates then its ok, otherwise after three months they pick up stock and return it back to company.

Customer Service DepartmentDeveloping relation with Customers

vMarketing & Sales Dept are working together to build relation with customer.

vSales force is working at front end to develop loyal customer.

vMarketing team develops a strategy like arranging get together of important Drs. Regarding Amino Fuel get together of important Drs. Regarding Amino Fuel most of the targeted doctors are gynecologists and they planned different activities like Slimfit Family Meela, Mango Parties, and sending gift on special occasion like at Eids etc.

vStrategies of the marketing team and implementation of the Sales force are focus on customers centric and everyone strive hard to make good relation and develop the customers.

Customer Service DepartmentTechnique of Retaining Customers

v Keep in Touch with Customers Regularly.v Build Your Network of strong relationship

and commitments.v Facilitate the customers by offering the

special offers, discounts etc.v Facilitate the customers by offering the

special offers, discounts etc.v Follow through on commitments in time,

don’t claim anything which is not feasible and possible. Wrong commitments can prove very dangerous in future.

v Ask for feedback and inputs for future planning of the next call.

Customer Service DepartmentTechnique of Attracting new Customers

v Increasing customer’s pool will opens the new horizons of business.

v Exploration of new untapped area.v Regularity & increase visit frequency of MSRs.v Regularity & increase visit frequency of MSRs.v Providing better service and handle the queries of

the customer effectively. v Get regular feedback.v Try to built friendly relationship with Customer.v Promotional activities, can attract many new

customers.

Customer Service DepartmentHandling Furious Customers.

“Selling in Slimfit” these kinds of customers called indifference customers.

v Define everything as clearly and as concisely as possible and try to understand the customer completely.

v Ensure both sides have reasonable expectations about the product, and need to become rational about the product and there is no need of exaggeration.and there is no need of exaggeration.

v Don't commit yourself to services or expectations that you don't fulfill. A wrong commitment proves very fatal.

v Try to become a business partner and develop a friendly relationship and pleasant environment.

v Grab their attention and interest by talking about the problem and try to solve it as soon as possible.

v Probe the customer and try to find his motives why he is exhibiting such behaviors.

Critical Analysisv There still is discrimination on issues like the

insufficient distribution of benefits/ compensations. v Some marketing process is still underdeveloped and

hasn't come up to the standards outlined by. As we study in.

v Managers don’t give free hand to MSR’s. v Employees are not pushed, developed or

encouraged.All organizations can have the same technology, v All organizations can have the same technology, they may have same type of financial resources, same sort of raw material can be used to produce the goods and deliver services but the organizational source that can really create the difference is marketing ideas and Sales force of the organization.

v Need to develop multi-tasking skills along with dynamic personality and strong communication skills.

SWOT AnalysisStrength weakness

v Experienced and skilled Field Force.

v Nationwide Marketing and Sales activities .

v Nationwide Distribution Setup.

v Low level of Product line extensions.

v No new product induction since long.

v Production restraints and shortages of stocks.

v Reliable Seasoned Management and mature hierarchy Products.

v Satisfying various Market Segments.

v High self confidence in concerning fields of Marketing and Sales.

v Low use of new technological methods.

v Less concentration on R&D.

v Less experienced production staff.

v Insufficient interest in long term planning and strategic planning.

SWOT AnalysisOpportunities Threats

v High positive growth in pharmaceutical market

v Increasing awareness for good health practices.

v High interest from government in public & private sector for better health facilities.

v Very hard and tough competition from local and international market players.

v Low profit ratios.v High Power generation

charges.v Strict policies of the health facilities.

v New health techniques; especially Biotech products.

v New drug delivery mechanisms .

v Easy global access and increased demands in international markets.

v Strict policies of the government regarding standardization and better quality.

v Low chances to enter the new segments of pharmaceutical industry.

v Rise in cost of present products and in inventing or discovering new pharmaceutical products.

Conclusion

v First thing, I observed that there is no futuristic approach in this company.

v They have not taken any keen interest on current issues of the employees like now a days employees face difficulties because the unavailability of proper medical outdoor facility.facility.

v In the case of resignation from employees there is need of quick compensation.

v There is not any quick process of hiring, and delivery of services will slow and organization will fail to meet its objective.

v Need to solve the problem of the area and try to retain the MSR .

Recommendations

v Employees should be trained according to the changing standards of the organization.

v Company should conduct survey from time to time according to which changes can be introduced in the organization to stay updated in the market. in the market.

v They should introduce creativity into the work, so that the employees can do their work passionately.

v Employees should be more involved in decision making to become more differentiated.

v Avoid personal liking and disliking

Recommendations

v Increase the communication with their employees and erase the fear of communication that is actually take place in the lower level.

v Employees have fear that if they criticize then their job will in danger.their job will in danger.

v Provide the job satisfaction to all employees by realized them an integral part of an organization and don’t take irrational decision of layoff or firing of employees.

v Encourage healthy competition among employees and there is need to announce better reward system to enhance to productivity of an employee.

Documents

Presentation Shahzad Khalid