“A STUDY ON SALES PROMOTIONAL ACTIVITIES
REGARDING PHARMA INDUSTRY AND AUROBINDO
PHARMA”
[Link] Reddy,
FACULTYGUIDE ORGANISATIONAL
GUIDE
Miss.B . S. Uma Maheswari, MBA., G.V.R.K. Raju,
Dept. of Business Mgmt., Marketing Manager,
S.V.U. P.G. Centre, Aurobindo Pharma,
Kadapa. Hyderabad.
INTRODUCTION
Aurobindo Pharma Ltd. Was incorporated in 26 Dec,
1986 by Mr. P.V. Ramprasad Reddy and Mr. K. Nityanand
Reddy for manufacturing of Semi-Synthetic Pencillin bulk
activities Viz., Ampicillin trihydrate and amoxycillin
trihydrate at Pondicherry.
Aurobindo Pharma, currently having 6 manufacturing
facilities to prevent cross contamination, each of these six
manufacturing facilities are dedicated to manufacture bulk
drugs, organic intermediates and formulations.
COMPANY MARKET POSITION
Aurobindo Pharma registered a turnover of Rs. 502.84
Crores, for the financial year 2004-2005. Currently, it stands
fifth position in the pharma market.
Aurobindo Pharma, the confidence of about 600
reputed formulators in India and about 1000 customers in 35
countries. Contribution from exports turnover are increasing
year by year. The export turnover for the year 2004-2005 is
Rs.2156 millions. Major revenue it is getting from bulk
drugs, and now it is concentrating more on formulations.
NEED FOR THE STUDY
Promotional activities are important to achieve the best
results. Even to achieve optimal gains, the company has to
depend on promotional activities. It is the right way in
convincing the doctors/medical reps. These activities makes
the doctor to take a favorable decision towards the
company’s products.
The present study aims at finding out the
opinions/suggestions of doctors regarding current sales
promotional activities in pharma marketing.
RESEARCH METHODOLOGY
Primary Data Sources : Doctors, Medical
reps.
Secondary Data Sources : Company Manuals
and Internet
Sample Size : 100
Sample Method : Simple Random Sampling
Research Method : Survey Method
Research Tool : Structured Questionnaire
Contact Method : Personal interviews with the
help of structured
Questionnaire.
OBJECTIVES
To know the opinions/suggestions of doctors
regarding current sales promotional activities in pharma
marketing.
To study the role of Medical Representative in
pharma marketing.
To study the role of product
campaigns/gifts/compliments/samples/ personal service in
pharma marketing.
LIMITATIONS
The study is confined to twin cities.
The study has been restricted to 6 weeks only. More
accurate results would have been obtained, if the sample
size was large.
The sample size is restricted to 100 doctors due to
time constraint.
FINDINGS
36% of the respondents were giving importance to the
company, 45% of respondents were giving importance to
the product and the remaining 19% of them were giving
importance to the medical rep.
48% of the respondents preferred 2-3 visits, 22% of the respondents
preferred 1-2 visits, 30% of the respondents preferred 3-4 visits, to
remind the product.
10% of the respondents wants to give 1-3 minutes remaining 90% of
them wants to give 3-5 minutes to explain about the product.
68% of the respondents opined that journals ad’s does not play a role
in prescribing a product.
48% of the respondents use samples to give them to poor patients and
39% of them opined that samples will be used as brand remainders and
13% of them opined that samples will be useful to know the efficacy of
the product.
Doctors opined that medical reps. Should be brief and effective in
explaining the products.
SUGGESTIONS
Training should be given to Medical Reps. to explain
effectively about the products.
Company should give compliments/gifts to the
doctors.
Company should provide periodicals, medical
journals and books about the recent developments in
medicine.
Company should make Medical Reps. To visit doctors
regularly.
Product campaigns should be implemented, when a
new product is launched.
