Report on Marketing System of Pharmaceutical Company: A Case Study on GACO pharmaceuticals

Marketing Policy & Practice

An efficient marketing system is important for increasing the market share of any products and its sales turnover, and for maximizing profit. It is because quality product sometimes doesn’t occupy the market due to lack of efficient marketing tools to reach the same ultimate consumers.

6.1 Product Policy

A product is anything that maximizes utility of the consumers. With respect to product, policy consists of following features of a product: (1) product variety (2) quality (3) design (4) brand name (5) packaging (6) sizes (7) warranties and (9) return (Kotler, 1999).

Raw Materials and Products Procurement To make finished goods raw materials, products Procurement, bottle, and syringe are collected by different domestic companies as well as foreign companies. Specially, raw materials and antibiotics purchase from reliable international sources. But other raw materials can manage from different countries such as France, UK, Germany, Italy and India etc.

Product: For pharmaceuticals product it is very much important. Because pharma product related to life saving matter Specially antibiotic and anti hypertensive drug. In this regard Gaco Pharmaceuticals is very much conscious. To make the quality assurance Gaco Pharmaceuticals taken different steps such as CGMP, bio-availability, HPLC, blood level data Lest, in virto test, in vivo test etc. Besides this, marketing any products Gaco Pharmaceuticals Seeking the approval of PDA, USA, WHO, EC. More over Gaco Pharmaceuticals got ISO 9001 certificated which ensure quality of Gaco Products.

Products color & exipients: None of pharmaceuticals company can use any color for their products without having any approval by the WHO, PDA or EC. In that regard GACO pharmaceuticals uses only approved colors & exipients into the drug. Because color is very attractive but some times it may cause harmful for the consumers. In cases of exipients some times it reduces the absorption of drug or increase and decreases of therapeutic action. So GACO pharmaceutical is very much aware about the uses of color and exipients in to the medicines.

Product   design:   GACO pharmaceuticals always   give emphasis   on   product quality rather than product design. Here product design means out    look  of the  product  as  because  drug  is  taken  by  mouth  so  if product  design  is  not  comfort  for  swallow  some   times  product design may cause suffer for the consumer. So GACO pharmaceutical is very much caring enough about the product design, size and shape so that consumer can   get   it easy for   swallow. GACO pharmaceuticals always focus on     consumer     safety     profile     rather    than     product attractiveness.

Product life cycle: The life of a product consisting of different stages such as introduction, growth, maturity and declining. Like living thinks product go-through several stages of life known as the product life cycle. New products enter the market through the introduction stage, then gain momentum and begin to bring a profit during the growth stage. Then stabilize during the maturity stage and finally fade away in decline stage.

The sales history of GACO pharmaceuticals passed through distinctive stages. In spite of vigorous compaction GACO pharmaceuticals has been a huge success in marketing its antibiotics and products in home. Once upon a time GACO was the manufacturer of highest number of products of different therapeutic classes. It’s seems that some antibiotics and other products are entering in maturity stages and other are in introduction stages. The management of GACO pharmaceuticals believes that there product life cycle is very much dependent on quality. So GACO pharmaceuticals give first preference to qic quality products while producing. To maintain the quality of antibiotic and other products GACO pharmaceuticals makes   strict   quality   check in   every   stapes of producing process. GACO pharmaceuticals have a quality control department to maintain the quality of all other products.

Target Market Domestic market is the main market for all the products. The customers who are quality seeker are the main target customer for the products of GACO pharmaceuticals. Because GACO pharmaceuticals believe the customers prefer quality than price. So GACO pharmaceuticals always give emphasis on producing quality product.

Determining Demand GACO pharmaceuticals determining demand by analyzing its previous sales volume. Considering the previous sales it seems that demand is very good in relation to product quality and its promotional strategy. At present in the local market product demand are moderate. Observing the sales GACO pharmaceuticals has found that there is a tremendous sale during the April to September in every year. Sales plan also prepared considering sales variation of different months.

Product Mix A product mix or product assortment is the set of all products and items that a particular seller offers to buyers. The basic product mix consists of .

Product List

Therapeutic Category

Antibiotics  

Sl.

PRODUCT NAME

GENERIC NAME WITH STRENGTH

PACK

1CERO TABLET 500MGCiprofloxacin20 Bl
2ZECEF 500mg CapCephradine20 cap
3ZECEF DRY SYRUPCephradine100 ml
4UNIMOX 250 mg CAPAmoxycilline100 st
5UNIMOX 500 mg CAPAmoxycilline20 cap
6UNIMOX DRY SYRUPAmoxycilline100 ml
7UNIMOX PAEDIA. DROPAmoxycilline15 ml
8ECIN 500mg TABLETErythromycin20 tab
9ECIN DRY SYRUPErythromycin100 ml
10ZEMYCIN 500 mg TABAzithromycin3 tab
11ZEMYCIN DRY SYRUPAzithromycin15 ML
12ERACILLIN-K DRY SYPPhenoxymethylpenicillin50 ml
13METHOTRIN SUSP.Cotrimoxazole60 ml
14METHOTRIN-DS TAB.Cotrimoxazole50 st
15B-MYCIN POWDERNeomycin and bacitracin5 gm
    
Ophthalmics  
Sl.PRODUCT NAMEGENERIC NAME WITH STRENGTHPACK
16BOXITROL EYE DROPSNeo., gramicidin and polymixin-B5 ML
17BOXITROL EYE OINT.Neo., Bacitracin and polymixin-B5 gm
18CERO 5 ML eye dropsCiprofloxacin5ml
19CERO EYE DROPSCiprofloxacin10 ml
20CERO EYE OINTMENTCiprofloxacin5 gm
21GENTO EYE/ ear  DROPGentamicin10 ml
22GENTO EYE OINTMENTGentamicin5 gm
23DEXCHLOR EYE DROPSDexamethasone and Chloramphenical5 ml
24METHASOL-EYE DROPBetamethasone5 ml
25METHASOL-N EYE DROPBetamethasone and Neomycin5 ml
26METHASOL-N EYE OINTBetamethasone and Neomycin5 gm
27SUPRAPHEN EYE DROPChloramphenicol10 ml
28SUPRAPHEN EYE OINTChloramphenicol5 gm
29TOBIRAX EYE DROPSTobramycin5 ml
30TOBIRAX EYE OINTMENTTobramycin3.5 gm
31FLUCORT EYE DROPFluorometholone5 ml
32REUTREN EYE DROPDiclofenac sodium5 ml
33FLAMITROL EYE DROPDexame ,polymixin-B and Neomycin.5 ml
34ITCHIN DS EYE/EAR DROPSodium cromoglycate10
35ITCHIN EYE/EAR DROPSodium cromoglycate10 ml
36TEAR EYE DROPSHypromellose10 ml
37SEVIRAX EYE OINTAcyclovir5 gm
38TRUSILTropicamide5 ml
39LUMEX EYE DROPSLomefloxacin5 ml
40MYDRIPINE EYE DROPAtropine sulfate10ml
41MYDRIPINE EYE OINTMENTAtropine sulfate5gm
42MERADEXON EYE DROPDexamethasone5ML
43NATACIN EYE DROPNatamycin5 ml
44TARACYCLINE EYE OINTTetracycline5 gm
    
ENT Products  
Sl.PRODUCT NAMEGENERIC NAME WITH STRENGTHPACK
45GENTO-HC EAR DROPGentamicin10 ml
46NOVIN NASAL DROP.1%Xylometazoline10 ml
47POLYCORT EAR DROPNeo., poly. and hydrocortisone5 ml
48SUPRAPHEN 10% EAR/DChloramphenicol10 ml
49SUPRAPHEN 5% EAR/DChloramphenicol10 ml
50SUPRAPHEN PLUS EAR/DChloramphenicol10 ml
    
Topical Preparations  
Sl.PRODUCT NAMEGENERIC NAME WITH STRENGTHPACK
51ALOR CREAMFluocinolone Acetonide5gm
52BENSAL OINTMENTBenzoic acid and salicylic acid.10 gm
53B-MYCIN OINTMENTNeomycin and bacitracin10 gm
54CRODEX TOPICAL CREAMCrotamiton20 gm
55GACORUB OINTMENTCamphor, Methanol….25 gm
56GACOZEMA OINTMENTDithranol, boric acid and salicylic acid6 gm
57GANACOMB T/CREAMNystatin, neomycin and triamcinolone5 gm
58GENTO-HC T. CREAMGentamicin and hydrocortisone10 gm
59KANIS TOPICAL CREAMClotirmazole10 gm
60METHOVATE-N T/OINTBetamethasone  and neomycin5 gm
61MICOZOL  HC T/CREAMMiconazole and hydrocortisone1 gm
62MICOZOL   T/CREAMMiconazole nitrate10 gm
63SILVERZINE CREAMSilver sulfadiazine25 gm
64SKINOVAT CREAMClobetasol propionate5 gm
65UNICORT TOPICAL CREAMHydrocortisone5 gm
66UNICORT-N T/OHydrocortisone10 gm
67ZEMALOG CREAMHalocinonide5 gm
68REUTREN GELDiclofenac sodium10 gm
    
NSAIDs  
Sl.PRODUCT NAMEGENERIC NAME WITH STRENGTHPACK
69NAPROCID 500 mg TABNaproxen sodium30 BL
70REUFEN SUSUPIbuprofen60 ml
71REUFEN-400 TABLETIbuprofen100 st
72REUTREN 50Diclofenac sodium100bl
73REUTREN INJECTIONDiclofenac sodiumPer Amp
74REUTREN PLUS INJ.Diclofenac sodiumPER AM
75REUTREN SR TEBLETDiclofenac sodium100 st
76RHEUDENE CAPSULEPiroxicam100 st
77ROX-B 12.5 MG TABRofecoxib 12.5 mg40 tab
78ROX-B 25  MG TABRofecoxib 25  mg30 tab
    
Analgesic-Antipyretics        
Sl.PRODUCT NAMEGENERIC NAME WITH STRENGTHPACK
79TIMIDAL ORAL SUSP.Paracetamol60 ml
80TIMIDAL TABLETParacetamol250 st
    
    
Vitamins  
Sl.PRODUCT NAMEGENERIC NAME WITH STRENGTHPACK
81HIPOSUL CAPSULEVitamin B complex100 st
82HIPOSUL INJECTIONVitamin B complexPer Amp
83HIPOSUL SYRUPVitamin B complex200 ml
84HIPOSUL TABLETVitamin B complex45 c
85ECA TABLETVitamin E,C and A.20 Bl
86LEMON CAscorbic Acid100 st
87RENERV INJECTIONThiamine hydrochloridePer Amp
88RENERV PLUS INJThiamine hydrochloridePer Amp
89RENERV TABLETThiamine hydrochloride100 st
90VIMIN PLUS TABLETMultivitamin with minerals30 tab
    
Haematinics  
Sl.PRODUCT NAMEGENERIC NAME WITH STRENGTHPACK
91TEROVIT TABLETFolic acid100 st
    
Antihistaminic Drugs  
Sl.PRODUCT NAMEGENERIC NAME WITH STRENGTHPACK
92DIDRYL ELIXIRDiphenhydramine100 ml
93EXPILIN TABLETChlorpheniramine maleate500 st
94EXPILLIN ELIXIRChlorpheniramine maleate60 ml
95RIZIN SYRUPCetirizine60 ml
96RIZIN TABLETCetirizine50 tab
    
Antiprotozoal  & Anhelmintics Drugs 
Sl.PRODUCT NAMEGENERIC NAME WITH STRENGTHPACK
97BENDEX SUSPENSIONMebendazole30 ml
98BENDEX TABLETMebendazole120’S
99HELMISOLE SYRUPLevamisole30 ml
100HELMISOLE TABLETLevamisole100 st
101NELAGYL 400mg TABMetronidazole50 tab
    
Antacid & Antiulcerants 
Sl.PRODUCT NAMEGENERIC NAME WITH STRENGTHPACK
102OMITAC 20 mg CAPOmeprazole28 cap
103PANTOZOL 20 MG TABPantoprazoze 20 mg30 st
104PANTOZOL 40 MG TABPantoprazoze 40  mg30 st
105FAMO-20 TABLETFamotidine50 st
106FAMO-40 TABLETFamotidine50 st
107UNITAC INJECTIONRanitidinePer Amp
108UNITAC TABLETRanitidine100 st
109MAGADORX PLUS SUSP.Antacid with simethicone200 ml
110MAGADROX PLUS TAB.Antacid with simethicone100 st
    
Expectorants  
Sl.PRODUCT NAMEGENERIC NAME WITH STRENGTHPACK
111ANTUSS SYRUPGuaiphenesin, dextromethorphan. and Pseudoephedreine.100ml
112DEXSOL SYRUPDextromethorphan100 ml
    
Antispasmodic  
Sl.PRODUCT NAMEGENERIC NAME WITH STRENGTHPACK
113BROSPAN INJECTIONHyoscine butylbromidePer Amp
114BROSPAN TABLETHyoscine butylbromide100 st
115PROPANTHENE TABLETPropanthelene100 st
    
Antidiabetics  
Sl.PRODUCT NAMEGENERIC NAME WITH STRENGTHPACK
116DIABEX 850 MG TABMetformin 850 mg30 BL
117DIABEX TABLETMetformin 500 mg50 BL
118DAOSIN TABLETGlibenclamide100 st
    
Anticoagulant  
Sl.PRODUCT NAMEGENERIC NAME WITH STRENGTHPACK
119FAREVAN TABLETWarfarin Sodium100 tab
    
Anti-Leprotics  
Sl.PRODUCT NAMEGENERIC NAME WITH STRENGTHPACK
120LAPSONE TABLETDapsone100 st
    
Calcium Salts  
Sl.PRODUCT NAMEGENERIC NAME WITH STRENGTHPACK
121CALCIFIL 500 mg TABCalcium carbonate20 tab
122CALCINATE INJECTIONCalcium PantothenatePer Amp
123CALKID TABLETCalcium carbonate20
124CALTATE TABLETCalcium lactate100 st
    
Antiemetics  
Sl.PRODUCT NAMEGENERIC NAME WITH STRENGTHPACK
125UNIDONE TABLETDomperidone100 tab
126MELATIL TABLETProchlorperazine Maleate100 st
127PROMARGAN SYRUPPromethazine hydrochloride60 ml
128NEGARON TABLETCinnerizin100 st
    
Anti-Dairrhoeal  
Sl.PRODUCT NAMEGENERIC NAME WITH STRENGTHPACK
129LOPERDIUM CAPSULELoperamide100 st
    
Antiseptics & Skin Disinfectants 
Sl.PRODUCT NAMEGENERIC NAME WITH STRENGTHPACK
130SAVEDIN CREAMPovidone Iodine25 gm
    
Drug acting on Uterus 
Sl.PRODUCT NAMEGENERIC NAME WITH STRENGTHPACK
131HEMERGIN INJECTIONMethylergometrine maleateper amp
132HEMERGIN TABLETMethylergometrine maleate100 st
    
Bronchodilators  
Sl.PRODUCT NAMEGENERIC NAME WITH STRENGTHPACK
133ADRINE INJECTIONAdrenalinePer Amp
134RESTOPHYLLIN TABLETAminophyllin100 st
135VENOL SYRUPSalbutamol60 ml
    
Corticosteroids Drugs / Hormones 
Sl.PRODUCT NAMEGENERIC NAME WITH STRENGTHPACK
136MERADEXON tabletDexamethasone100 st
137MERADEXON InjectionDexamethasoneAmp
    
Antipsycotics  
Sl.PRODUCT NAMEGENERIC NAME WITH STRENGTHPACK
138PELDOL TAB. 5MGHaloperidol100 Bl
    
    
Drugs for Sterility  
Sl.PRODUCT NAMEGENERIC NAME WITH STRENGTHPACK
139FERMID TABLETClomiphen citrate10 st
    
Sedative & Hypnotics  
Sl.PRODUCT NAMEGENERIC NAME WITH STRENGTHPACK
140OCTON-5 TABNitrazepam100 tab

 

 

Dosage Forms  
Tablet  

Sl.

PRODUCT NAMEGENERIC NAME WITH STRENGTHPACK

1

CERO  500 mg TabletCiprofloxacin20 Bl

2

ECIN 500 mg TabletErythromycin20 tab

3

ZEMYCIN 500 mg TabletAzithromycin3 tab

4

METHOTRIN-DS TabletCotrimoxazole50 st

5

NAPROCID 500 mg TabletNaproxen sodium30 BL

6

REUFEN-400 TabletIbuprofen100 st

7

REUTREN 50Diclofenac sodium100 bl

8

REUTREN SR TabletDiclofenac sodium100 st

9

ROX-B 12.5 mg TabletRofecoxib 12.5 mg40 tab

10

ROX-B 25  mg TabletRofecoxib 25  mg30 tab

11

TIMIDAL TabletParacetamol250 st

12

HIPOSUL TabletVitamin B complex45 c

13

ECA TabletVitamin E,C and A.20 Bl

14

LEMON CAscorbic Acid100 st

15

RENERV TabletThiamine hydrochloride100 st

16

VIMIN PLUS TabletMultivitamin with minerals30 tab

17

TEROVIT TabletFolic acid100 st

18

EXPILIN TabletChlorpheniramine maleate500 st

19

RIZIN TabletCetirizine50 tab

20

BENDEX TabletMebendazole120’S

21

HELMISOLE TabletLevamisole100 st

22

NELAGYL 400 mg TabletMetronidazole50 tab

23

PANTOZOL 20 mg TabletPantoprazoze 20 mg30 st

24

PANTOZOL 40 mg TabletPantoprazoze 40  mg30 st

25

FAMO-20 TabletFamotidine50 st

26

FAMO-40 TabletFamotidine50 st

27

UNITAC TabletRanitidine100 st

28

MAGADROX PLUS TabletAntacid with simethicone100 st

29

BROSPAN TabletHyoscine butylbromide100 st

30

PROPANTHENE TabletPropanthelene100 st

31

DIABEX 850 mg TabletMetformin 850 mg30 BL

32

DIABEX TabletMetformin 500 mg50 BL

33

DAOSIN TabletGlibenclamide100 st

34

FAREVAN TabletWarfarin Sodium100 tab

35

LAPSONE TabletDapsone100 st

36

CALCIFIL 500 mg TabletCalcium carbonate20 tab

37

CALKID TabletCalcium carbonate20

38

CALTATE TabletCalcium lactate100 st

39

UNIDONE TabletDomperidone100 tab

40

MELATIL TabletProchlorperazine Maleate100 st

41

NEGARON TabletCinnerizin100 st

42

HEMERGIN TabletMethylergometrine maleate100 st

43

RESTOPHYLLIN TabletAminophyllin100 st

44

MERADEXON TabletDexamethasone100 st

45

PELDOL  5 mg TabletHaloperidol100 Bl

46

FERMID TabletClomiphen citrate10 st

47

OCTON-5 TabletNitrazepam100 tab

   
Capsule  

Sl.

PRODUCT NAMEGENERIC NAME WITH STRENGTHPACK

48

ZECEF  500 mg CapsuleCephradine20 cap

49

UNIMOX  250 mg  CapsuleAmoxycilline100 st

50

UNIMOX  500 mg  CapsuleAmoxycilline20 cap

51

RHEUDENE  CapsulePiroxicam100 st

52

HIPOSUL  CapsuleVitamin B complex100 st

53

OMITAC 20 mg  CapsuleOmeprazole28 cap

54

LOPERDIUM  CapsuleLoperamide100 st

   
Syrup  

Sl.

PRODUCT NAMEGENERIC NAME WITH STRENGTHPACK

55

UNIMOX Paediatric DropAmoxycillin15 ml

56

HIPOSUL SyrupVitamin B complex200 ml

57

DIDRYL ELIXIRDiphenhydramine100 ml

58

EXPILLIN ELIXIRChlorpheniramine maleate60 ml

59

RIZIN SyrupCetirizine60 ml

60

HELMISOLE SyrupLevamisole30 ml

61

PROMARGAN SyrupPromethazine hydrochloride60 ml

62

ANTUSS SyrupGuaiphenesin, dextromethorphan. and Pseudoephedreine.100ml

63

DEXSOL SyrupDextromethorphan100 ml

64

VENOL SyrupSalbutamol60 ml

   
Solution  

Sl.

PRODUCT NAMEGENERIC NAME WITH STRENGTHPACK

65

BOXITROL Eye DropsNeo., gramicidin and polymixin-B5 ml

66

CERO 5 ML  Eye DropsCiprofloxacin5ml

67

CERO  Eye DropsCiprofloxacin10 ml

68

GENTO  Eye/Ear DropsGentamicin10 ml

69

DEXCHLOR  Eye DropsDexamethasone and Chloramphenical5 ml

70

METHASOL  Eye DropsBetamethasone5 ml

71

METHASOL-N  Eye DropsBetamethasone and Neomycin5 ml

72

SUPRAPHEN  Eye DropsChloramphenicol10 ml

73

TOBIRAX  Eye DropsTobramycin5 ml

74

FLUCORT  Eye DropsFluorometholone5 ml

75

REUTREN  Eye DropsDiclofenac sodium5 ml

76

FLAMITROL  Eye DropsDexame ,polymixin-B and Neomycin.5 ml

77

ITCHIN DS  Eye/Ear DropsSodium cromoglycate10 ml

78

ITCHIN Eye/Ear DropsSodium cromoglycate10 ml

79

TEAR Eye DropsHypromellose10 ml

80

TRUSILTropicamide5 Ml

81

LUMEX Eye DropsLomefloxacin5 ml

82

MYDRIPINE Eye DropsAtropine sulfate10ml

83

MERADEXON Eye DropsDexamethasone5 ml

84

NATACIN Eye DropsNatamycin5 ml

85

GENTO-HC Ear DropsGentamicin10 ml

86

NOVIN 1% Nasal dropsXylometazoline10 ml

87

POLYCORT Ear DropsNeo., poly. and hydrocortisone5 ml

88

SUPRAPHEN 10% Ear DropsChloramphenicol10 ml

89

SUPRAPHEN 5% Ear DropsChloramphenicol10 ml

90

SUPRAPHEN PLUS Ear DropsChloramphenicol10 ml

   
Ointment  

Sl.

PRODUCT NAMEGENERIC NAME WITH STRENGTHPACK

91

BOXITROL Eye OintmentNeo., Bacitracin and polymixin-B5 gm

92

CERO Eye OintmentCiprofloxacin5 gm

93

GENTO Eye OintmentGentamicin5 gm

94

METHASOL-N Eye OintmentBetamethasone and Neomycin5 gm

95

SUPRAPHEN Eye OintmentChloramphenicol5 gm

96

TOBIRAX Eye OintmentTobramycin3.5 gm

97

SEVIRAX Eye OintmentAcyclovir5 gm

98

MYDRIPINE Eye OintmentAtropine sulfate5 gm

99

TARACYCLINE Eye OintmentTetracycline5 gm

100

BENSAL OintmentBenzoic acid and salicylic acid.10 gm

101

B-MYCIN OintmentNeomycin and bacitracin10 gm

102

GACORUB OintmentCamphor, Methanol….25 GM

103

GACOZEMA OintmentDithranol, boric acid and salicylic acid6 gm

104

METHOVATE-N OintmentBetamethasone  and neomycin5 gm

105

UNICORT-N OintmentHydrocortisone10 GM

   
Cream  

Sl.

PRODUCT NAMEGENERIC NAME WITH STRENGTHPACK

106

ALOR CreamFluocinolone Acetonide5gm

107

CRODEX Topical CreamDEXCHLOR  Eye Drops20 gm

108

GANACOMB Topical CreamNystatin, neomycin and triamcinolone5 gm

109

GENTO-HC Topical CreamGentamicin and hydrocortisone10 gm

110

KANIS Topical CreamClotirmazole10 gm

111

MICOZOL  HC Topical CreamMiconazole and hydrocortisone1 gm

112

MICOZOL  Topical CreamMiconazole nitrate10 gm

113

SILVERZINE  CreamSilver sulfadiazine25 gm

114

SKINOVAT  CreamClobetasol propionate5 gm

115

UNICORT Topical CreamHydrocortisone5 gm

116

ZEMALOG  CreamHalocinonide5 gm

117

SAVEDIN  CreamPovidone Iodine25 gm

   
Gel  

Sl.

PRODUCT NAMEGENERIC NAME WITH STRENGTHPACK

118

REUTREN GelDiclofenac sodium10 GM

   
Dry Syrup  

Sl.

PRODUCT NAMEGENERIC NAME WITH STRENGTHPACK

119

ZECEF Dry SyrupCephradine100 ml

120

UNIMOX Dry SyrupAmoxycilline100 ml

121

ECIN Dry SyrupErythromycin100 ml

122

ZEMYCIN Dry SyrupAzithromycin15 ml

123

ERACILLIN-K Dry SyrupPhenoxymethylpenicillin50 ml

124

B-MYCIN PowderNeomycin and bacitracin5 gm

   
Suspention  

Sl.

PRODUCT NAMEGENERIC NAME WITH STRENGTHPACK

125

METHOTRIN SuspentionCotrimoxazole60 ml

126

REUFEN SuspentionIbuprofen60 ml

127

TIMIDAL Oral SuspentionParacetamol60 ml

128

BENDEX SuspentionMebendazole30 ml

129

MAGADORX PLUS SuspentionAntacid with simethicone200 ml

   
Injectable  

Sl.

PRODUCT NAMEGENERIC NAME WITH STRENGTHPACK

130

REUTREN InjectionDiclofenac sodiumPer Amp

131

REUTREN PLUS InjectionDiclofenac sodiumPER AM

132

HIPOSUL InjectionVitamin B complexPer Amp

133

RENERV InjectionThiamine hydrochloridePer Amp

134

RENERV PLUS InjectionThiamine hydrochloridePer Amp

135

UNITAC InjectionRanitidinePer Amp

136

BROSPAN InjectionHyoscine butylbromidePer Amp

137

CALCINATE InjectionCalcium PantothenatePer Amp

138

HEMERGIN InjectionMethylergometrine maleateper Amp

139

ADRINE InjectionAdrenalinePer Amp

140

MERADEXON InjectionDexamethasoneAmp

 

New Product   
Sl.PRODUCT NAMEGENERIC NAME WITH STRENGTHPACK

1

FCX 250 CapsuleFlucloxacillin28 St

2

FCX 500 CapsuleFlucloxacillin20 St

3

FCX Dry SyrupFlucloxacillin100 ml

4

G-Fix CapsuleCefixime4 St

5

G-Fix powder for suspCefixime50 ml

6

Aldex-DS TabletAlbendazole20 St

7

Aldex suspAlbendazole15 ml

8

kids-BZinc Sulphate100 ml

 

Product Line Strategy A different executive usually manages each product line. Product-line managers need to know the sales and profits for each item in their line in order to determine which item to build, maintain, harvest or divest. They also need to understand each product’s market profile. It is necessary for a product line manager to know the percentage of total sales and profits contributed by each item in the line. If these items were suddenly hurt by a competitor, the sales and profitability of the product could collapse. A high concentration of sales in a few items means time vulnerability. As such they must be carefully monitored. An issue facing product-line managers is optimal product-line length. The objectives of the company influence product-line length. The length of product mix refers to the total number of items in its product mix.

Quality Policy

“Your health is our concern” is the only slogan of Gaco Pharmaceuticals. We ensure the quality of life for the people around the country through manufacturing best quality products. Product quality is one of the marketers major positing tools. Quality has a direct impact on product and service performance; its closely linked to customer value and satisfaction. In a narrow sense “quality can be define as freedom from defects”. But most customer- centered companies go beyond this narrow definition. Instead, they define quality in terms of creating customer value and satisfaction.  Product quality has two dimensions-

  • Level
  • Consistency.

In developing a product the marketer must choose a quality level that will support the product position in the target market. Here product quality means performance quality- the ability of a product to perform its function. GACO pharmaceuticals provide higher performance quality than other pharmaceuticals. It has a smoother rider, handles better, and lasts longer in the markets.  Companies rarely try to offer the highest possible performance quality level-few customer want or afford the product.

  • Strict compliance with the WHO cGMP standards and local regulatory norms in every phase of manufacturing, quality assurance and       delivery of medicine
  •  Continuous training and development of Human Resource. Customer satisfaction   by exceeding their level of expectation

Quality Control

    Quality Control department is equipped with HPLC, UV Spectrophotometer, Polarimeter & Microbiological testing facilities, besides        other standard analytical equipments.
Ensuring patient’s requirements for safety, identity, potency, strength, purity, uniformity, reliability and stability into the products.
Committed to establish a quality assurance system with thorough institutionalization of CGMP and detailed reviewing of batch documentation.

GACO pharmaceuticals maintain their quality each and every step of processing the product. There first step start at the purchasing the raw materials. Even they also test the packaging. What paper used in the packaging? What materials are used? How many pieces are put on the packet? All are mention. Quality is when our customers come back and our products don’t. GACO pharmaceutical has an approach Total quality management (TQM) in which all the companies’ people are involved in constantly improving the quality of the product. These approaches have greatly improving their market share and profits. GACO companies viewed TQM as a magic cure-all and created token total quality programs that applied principals only superficially.

Packaging Policy: Packaging is all the activities of designing and producing the container for a product. Packages might include up to three levels of material- Primary package, Secondary package, and Shipping package. Various factors have contributed to the growing use of packaging as a marketing tool- Self-service, consumer affluence, company and brand image, and innovation opportunity. The company in such a way that attracts attention of the buyers, describes product features, arouses consumers’ confidence and Increases Company’s brand image does the package design. The company also considers how the package would look in the display. Usually the company takes the services of advertising agency in designing the package of products. After designing the company makes some test such as engineering tests, visual tests, dealer tests and consumer tests to make the package effective. On both the primary and secondary packets, the company imprints the brand name, product name; model no, quantity and quality of the product.

New Product Development Policy Before introducing a product in the product line GACO pharmaceuticals gives emphasis on market demand, availability and quality of raw materials and specialty of raw materials. The company have separate budget for new product development. It is included in the marketing cost of the company.

6.2 PRICING POLICY

Pricing policy is the course of action or guiding philosophy that helps a business firm make pricing decision smoothly and perfectly. It guides the company to achieve its goals set by the firm. It is an important element of the entire marketing strategies of a firm. A firm can easily manipulate the demand in the target market by handling its price carefully.

Pricing Objectives The objectives of pricing policy must be consistent with the company’s overall mission and purpose. The clearer a firm’s objectives are the easier it is to set price. A company can pursue any of six major objectives through its pricing – survival, maximum current profit, maximum current revenue, maximum sales growth, maximum market skimming, and product-quality leadership. GACO pharmaceuticals pursue three objectives – survival, maximum current profit, and maximum sales growth through its pricing.

Survival: Company pursues survival as its major objective if it is plagued with intense competition and changing consumer wants.

Maximum current profit: It estimates the demand and cost associated with alternative prices, and chooses the price that produces maximum current profit, cash flow, and rate of return on investment. GACO pharmaceuticals   set a price that can generate maximum current profit for the company, which is clearly observable from its sales.

Maximum sales growth: GACO pharmaceuticals sets a lower price for its products than the market leader in the pursuit of maximum sales growth. The company wants to maximize unit sales and perceives that a higher sales volume will lower unit costs and higher long-run profit.

Pricing Method: There are a number of price-setting approaches: markup pricing, target-return pricing, and buyer based pricing, going rate pricing, and sealed bid pricing. Of these pricing approaches, GACO pharmaceutical   adopts going-rate-pricing method for its products as a follower. In going-rate pricing, the firm bases its price largely on competitors’ prices with less attention paid to its own cost or demand. The firm might set the same, more, or less price than its major competitor(s). Adopting going-rate pricing, GACO pharmaceutical   has gained sales volume respectively, which is really a milestone for such a established firm. The firm follows same pricing method for all the products of its product line.

Price Setter In GACO pharmaceuticals, management sets price. They watch the prices of other competitors closely and sets price having discussion with the Top Management. The other parties who may exert influence on price including sales managers, production managers and accountants are all directly connected with the Managing Director. Finally the drug administration approves the price.

Buying method GACO pharmaceuticals buy all raw materials, exipients and other related goods in cash and L/C system.

Selling method Selling method of GACO pharmaceuticals products are in cash, and some are in credit. All retail and whole sale sales are in cash payment. Clinic, dispensing Doctor and institution sales are in credit and credit duration is 25 days.

6.3 DISTRIBUTION POLICY

Decisions involving distribution are among the most important decisions that the management takes. GACO pharmaceuticals, provides significant effort in planning an effective marketing channel as it is a major deciding point to develop an overall marketing strategy.

Distribution System At present GACO pharmaceuticals has a extensive distribution network all over the country. It has 11 depots in different places of the country. There are depot in charge, accountant, computer operator, and almost 18-22 sales representatives in each depot. GACO pharmaceuticals, has a number of sales forces called medical promotion officer. They collect orders from the customers and submit to the depot in schedule day. According to order products are delivered to the customers through sales representatives. products are supplied all over the country at a uniform price. GACO pharmaceuticals should increase the geographical distance of various sales areas and distribution channels used by the competitors. Distribution System of the GACO pharmaceuticals, is shown in Figure-I.

Figure-1: Distribution pattern of GACO pharmaceuticals all over the Bangladesh. 

distributes gaco pharmacy

OBJECTIVE

Setting up an efficient Distribution channel for Pharmaceutical companies in Bangladesh for ensuring continued availability of product range to the designated outlets at an agreed cost and operational budget is extremely desired for the ultimate achievement of the companies’ financial goal.

We know that Distribution is an integral part of Marketing. It is so important that all efforts of the promotional team will go in vain if distribution fails to perform the desired job timely and accurately.

Now-a-days, the Distribution Department not only supplies the products to the customers but also provides valuable suggestions to Procurement and Purchase Departments. The Sales Department can also get accurate information from the Distribution Department regarding product movement particularly on slow moving products and products accumulating in the Central Store leading life to expiry. So, the Distribution Department plays a vital role in proving accurate information to Planning, Purchase and Sales. It is very much ascertained that when Distribution channel becomes efficient and performs the job effectively, Company becomes successful and grows further with the passage of time.

To meet this requirement various steps are needed in different stages based on the following points:

BASIC PRINCIPLES

1. Streamline and set up an efficient Distribution system, right from the factory to the retail chemists.

2.      Establish an efficient control system, maintenance of stocks and ensure accountability of every individual involved in the process of distribution.

3.      Develop the ability and expertise of distribution personnel for efficient management of the distribution system.

4.       Minimize the loss of medicines due to breakage, damage and expiry etc.

5.      Use available transport efficiently and as quickly as possible.

6.      Reduce / eliminate theft and fraud.

7.      Emphasize the importance of doing the right process as the key to real demand creation.

8.       Put high value to Consistent Performance.

Ultimate Objective: Cost-effective Distribution

Hence, LOGISTICS of Cost-effective Distribution is“Science & Art of getting the

RIGHT Amount of the RIGHT Product to the RIGHT Place at the RIGHT Time”.

It can be brought under a common formula, known as 4 R Formula. When this 4 R formula becomes operative in a profitable way, Distribution is said to be cost-effective. So, it is a chain of work from the Central Store/Ware-house to the Retail out-lets or point of sales/consumption at an agreed cost and operational budget to achieve the company’s financial goal or PROFIT.

The persons involved in this process like Depot Managers / Distribution Officer/in-charge, Sales Representatives, Drivers, General or casual workers and so on may have little or no influence on decision-making. But, play a vital role in making the product available in chemist-shops or pharmacies. So the role of In-Charge is very important and their active participation is needed for smooth functioning of the sales Depots / Offices.

FUNCTIONS:

Proper management of Sales Depots / Centers for achieving Sales Targets. In other words, achievement of sales target mainly depends on the Management of Sales Depots / Offices. So, for managing effective Distribution the following jobs are required to be performed properly and accurately.

1.       DAILY:

a)      To maintain attendance register.

b)      Prepare invoice.

c)    Dispatch of goods in time through Delivery Register. The concerned deliveryman or SR should sign the Register after receiving the goods and invoices.

d)      Recording of Sales Collection in collection register. The concerned SR should sign the register after handing over the Sales money. A money receipt must be given to the SR / deliveryman.

e)      Deposit Statement and   Due-list/Credit   list   must   be   checked properly. Appropriate measure is required wherever necessary.

F)   Sales Collection must be deposited to the bank A/C through deposit slip of the Bank,

g)    Daily Sales Report must be prepared and reconciliation of stock must be done through STOCK REGISTER.

h)     Ensure timely dispatch of Daily Sales Report / CD to National Sales

Manager / IT Department.

i)     Preserve a copy of CD of day’s work in the Office.

2.     WEEKLY:

  • Weekly Report to be dispatched to Distribution Department latest by Friday positively. Monitor the stock Position and contact the Central Distribution for stock replenishment.
  • Contact with Bank Manager to ensure remittance to H.O. A/C.
  • Check & monitor deposition of Sales Collection as per standing rule.
  • Delivery Van Log book must be checked & signed.

3.     MONTHLY:

  • Stock taking – Physical by the In-charge, in presence of Store Officer. File the record after signing by both. Send a copy to the Distribution Department and keep the original in the file of the SalesCenter.
  • Monthly Sales Report to prepare and Dispatch to Central Distribution Department.
    • Monthly Inspection Reconciliation Report to prepare and Dispatch to the Distribution Officer.
    •  Stock Requisition for next month by 25th of every month,
    • Monthly Credit Customers list must be submitted by 5th of each month to the Central Distribution Department.
    • Debtors list to be checked and forwarded to the Central Distribution Department as and when required,
    • To review and update Delivery Schedule,
    • To check & forward Expense Statement of all employees of Sales Office to Central Distribution Department (All Supporting Vouchers must be checked properly and to be enclosed).
    • Gift items, Sample & pad received statement to dispatch,
    • Monthly requisition to H. 0. Of all stationary items like invoice, order book etc.
    • A CD on monthly closing must be dispatched to IT department.

So, the Manager / In-Charge is to give special attention to, –

Inventory Management, Employee Management & Sales Management (A/C part) for Managing Distribution efficiently and accurately.

Over and above, the Distribution Officer / In- Charge should be pro-active in all respects because of the fact that his alertness, proper handling of the situation and accurate decision will ensure smooth functioning of the sales Depot/Offices. His failure or success will guide the company’s activities and future programs.

Transport Management

It is one of the major areas where special attention is required for ensuring availability of products in time cost-effectively. Two major points viz,

(1) Timely -.liability of all products at the point of sale and,

(2) Maintaining the deliveries within the approved Expense-budget are the prime consideration from a business point of view in respect of Transport management.

Transport Management starts from Factory site to delivery of goods / products to the chemists shelves or point of sale. Here mainly two phases are involved,-

1. Delivery of stock to Sales Offices from Factory via Central Store & 2. Delivery of stock to the chemists from Sales Offices. In managing these jobs the following methods may be followed considering scope, availability of facilities and finally economy.

a) OWN TRANSPORT- The Company may have own transports for the purpose. It is the best way to manage distribution activities effectively if the vehicles and deliveries are maintained properly. Owned vehicles must be maintained well through regular follow-up of engine condition, fuel consumption, and use of other accessories/ parts. The drivers must maintain LOG BOOK and a monthly TRANSPORT REPORT must be filled in on that basis and sent to Distribution Department by the respective In-charge of the Sales Depot. A transport Officer is needed in this case for good maintenance of the vehicles. All documents of the vehicles must be kept up-dated always.

Fuel for vehicles can be procured from a reliable pump through requisition slip. Payment of bill may be done on monthly basis. Use of CNG will save the cost of fuel.

b) COURIER SERVICE – Courier service has greatly developed in our country in the recent past. The Company may avail this service, but a reliable and experienced one must be chosen for the purpose. An agreement must be made with the company for better service and recovering the loss, if any. Recently BRTC by name ‘ARS Percel & Courier Service’ has extended the service of delivering the goods all over Bangladesh. This service is economical and may be availed for transferring goods from one sales office to another as well as from central store to all other sales offices. A good management of transport not only will ensure deliveries as per schedule but also will save the delivery expenses greatly.

c) HIRED VAN / TRUCKS – These are also available on as and when basis. The facility may be availed, but it is a costly method. So, this may be used in emergency cases only. A reliable Contractor must be selected for the purpose comparing market-rate.

Functions & Responsibilities of National Distribution & Logistics Manager

Since National Distribution & Logistics Manager is the head of the department, all responsibilities are bestowed on him regarding management of all activities of supply chain management. So, in greater sense and as per recent thinking & situation his portfolio is better designated as “SUPPLY CHAIN MANAGER”, because of the fact that he is required to maintain a close liaison with the departments of Commercial (procurement), Production, IT and Marketing. He will have access and a definite role in those departments’ activities. A good relation and co­operation among all the departments will greatly influence the success of the organization as a whole.

All logistic supports to the department, Central Ware-house and to the Sales depots must be arranged, ensured and looked into properly so that everybody feels comfort in work, gets facilities and as a result their output is enhanced always.

Sample section may be under the control of National Distribution & Logistics Manager. He will control regular activities of all employees of the section, receiving and dispatch of all promo tools in time, maintenance of records and relevant works of the Sample section.

Some job responsibilities of NDLM are mentioned below:-

01.   Management   of all   Employees   of Distribution   Department

(especially on Job Description, Job Training & Coaching, Evaluation and finally retaining the efficient man-power through continuous development of the department). Must be able to detect fraud, error and thus take disciplinary action.

02. Inventory Management (planning & controlling materials flow in time). For effective management of supply position a 3 (three) months’ “Rolling forecast” is required. This will be prepared on receiving 3 (three) months demand Forecast (Rolling) from the sales offices based on their Target average monthly achievement, special requirement, seasonal effect etc

03. Management of Physical dispatch: Rout management through Delivery schedule, Order processing & Issuance of goods.

04. Transport Management: Delivery of goods either by own vehicle, courier or messenger.

05. Sales Account Management: Invoicing, Banking and Remittance to Head Office account. Credit sales management & regular Cash collection are other important areas in this line.

06. IT Management: Computer work processing as per set rule.

07. Expense / Cost Management: All expenses must be within the approved budget & Cost-effectiveness must be ensured.

08. Record Management: All documents must be accurate, complete, safe & confidential. The records must be kept for a period of at least 3 years. Before destruction of any document prior written permission must be taken from the authority.

09. Policy Management: Must be able to ensure loyalty and compliance to the corporate policy & discipline.

10. Information Management: All correspondences either written or verbal must be kept confidential all through.

11. Environment (working) Management: Must ensure a good relationship among the employees to avoid conflict and disobedience.

12. Safety & Security Management: Must develop awareness and importance regarding the subject among the employees.

13. Petty Cash / Imprest Fund Management: A regular check on this must be done so that sales money is not used for the purpose.

14. Rules & Regulations Management: Must ensure that all legal requirements of Pourashava / City Corporation, Drug Administration, Shops & Establishment (Labor Directorate), Fire service & Civil Defense are met and are being maintained properly & regularly by the Sales Depots.

Moreover, he will be responsible for continuous up-grading, over all development and modernization of distribution net-work of the company through out the country i.e. to establish an efficient & cost-effective distribution channel rendering best possible services to the Field Forces for ultimate growth & development of the company.

He will report to Director Marketing.

Function and Responsibilities of Depot Manager/ In- charge

Depot head of the Sales Office will be entirely responsible for ensuring timely execution of orders and supply at the point of sales as per commitment of the sales force. Moreover, he will also prepare a Rolling on Demand forecast depending on the Monthly target and average monthly sales achievement. He should consider Monthly Sales trend and history, peak and lean period, economy and seasonal impact etc. Furthermore, he will be responsible for information and communication related to Distribution network to prevent and detect fraud and errors, to ensure and complete accurate stocks and financial records and constant monitoring and corrective action. He will also have to ensure safety and Security of man, material and information of the Sales office. Incase of theft, dacoity and accident the Manager should lodge a GD (General Diary) with the local Police Station and arrangement should be made with the Insurance Company for recovery of the loss immediately. He should follow the procedures outlined in the mechanism and control system under the Head, -” Distribution from the sales offices to the retail chemist”.

The Vehicles (Delivery Vans) must be maintained properly. The ‘LOG Book* must be checked. Transport Report’ to prepared and sent to the Department regularly.

Therefore, the Depot Head’s job is a composite function of Sales administration, Employee Management, Sales Management, Expense management, Inventory Control, Communication and Customer Service (both Internal and External)

Over and above, he should be pro-active in all respects because of the fact that his alertness, proper handling of the situation and decision will ensure smooth functioning of the Sales Office. His failure or success will be reflected in the company’s activities and future programs.

He will report directly to the National Distribution & Logistics Manager.

Transportation GACO pharmaceutical   is involved in direct marketing. In case of direct marketing, company uses its own trucks to send products to destination.
After studying the company’s distribution system it has been identified that one of the company’s strategies related to distribution is to make the products available all over the country and inform the buyers/consumers through extensive campaign.

6.4 Promotional Policy

Promotion mix is composed of the tools of communication- advertising, personal selling, sales promotion, and publicity. But GACO pharmaceutical does not utilize all the tools to promote its products easily. Till the time of writing this paper, GACO pharmaceuticals is involved in some kind of concentrated advertising. It follows personal selling, sales promotion, on line/direct marketing, public relation and publicity, and event management effectively.

Advertising GACO pharmaceuticals spends the least portion of its total promotion budget for advertising. When we look at the company, we can easily realize that the firm could not successfully anticipate the effectiveness of advertising and thereby spent respectively on advertisement. GACO pharmaceutical gives its first preference to Sales promotion. Besides Sales promotion, it uses Newspaper, Professional Magazine, Leaflet, and festoon etc. GACO pharmaceuticals   in measuring its advertising effectiveness use both pretest and post-test methods. In pre-test method the company usually tests its advertisements by the employees of its marketing department. The company also measures the after the effect of on line advertising on the basis of sales. GACO pharmaceuticals   should use their Research and Development (R & D) for seeking out ways to increase the effectiveness of advertisement.

Personal Selling GACO pharmaceuticals gives its first preference on personal selling and spends more money than in any other form of promotion. Sales persons collect the data on demand about the products throughout Bangladesh by which forecasted demand is derived. Sales people maintain a good relationship with the doctors, nurses, clinic/hospitals owner and customers. GACO pharmaceutical has a mentionable sales people, who are engaged in and responsible for distributing the goods among the retailers, whole sellers and others institutional customers. Each medical promotion officer is assigned in an exclusive territory to represent the company’s full line of products.

Sales Promotion Sales promotion is another essential step in marketing campaign. Advertisement offers a reason to buy, where as sales promotion offers an incentive to buy. Sales promotion includes tools for consumer promotion, trade promotion and business and sales force promotion. GACO pharmaceuticals offer trade promotion and consumer promotion. As trade promotion, it offers prices off, free goods, gifts to the retailers, distributors, and consumers. The firm offers traveler budget to the other country to retailers and distributors who maximize selling target in the year.

Hear four factors effecting sales promotion:

  • Rapid growth sales promotion
  • Setting sales promotion objectives.
  • Setting sales promotion tools.
  •  Developing the sales promotion program

Public Relation Publicity is a tool of promotional mix in the format of news release, press conferences and feature articles. Publicity refers to those activities as to promote a company or its products by planting news about it in the media not paid for by the sponsor. So GACO pharmaceuticals is concerned, the firm does not maintain a department for public relations and as a result there is no organized activities of public relation. But Marketing department running the activities some how.

Direct or On Line Marketing: GACO pharmaceuticals   has not maintained on line marketing. Although they have a attractive web site (www.gacobd.com).

Competitors and competitive position: GACO pharmaceuticals is the almost pioneer and ancient pharmaceuticals company in our country. The main competitors of GACO are Square, Beximco, Opsonin, Incepta, GSK, SK+F, Drug international, ACI, Acme and Sanofi Aventis.