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BUSINESS DEVELOPMENT, BUILDING CLIENT RELATIONSHIP


FOR
ASK BIOPHARMACEUTICALS


A PROJECT REPORT SUBMITTED AS A PART OF THE REQUIREMENTS
FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION



Under the Guidance of
PROJECT MENTO R
Mr. KEDAR DHOLE











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PROJECT TITLE

BUSINESS DEVELOPMENT, BUILDING CLIENT RELATIONSHIP
FOR
ASK BIOPHARMACEUTICALS














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EXECUTIVE SUMMARY


Project Title: Business development and Building client relationship for ASK Pharmaceutical


Objective: To understand effective channel management in pharmaceutical sector and learn how to
pull customers for prescribed drugs through effective selling strategy


The project involves understanding of existing selling strategy for prescribed drugs along with
building client relationship for organization. For the project sales has been done across various well
known hospitals in Pune.

Methodology:
As intern our job was to convince the clients (doctors) by describing all drugs which get marketed
by ASK Biopharmaceuticals. Once client ready to prescribe drugs then develop relationship
between local retailer and distributor of organization

Learnings: It gives idea about the existing customer base of the ask biopharmaceuticals and the
further scope for making new clients . building a good relationship helps in customer retention and
increased sales. It also gives the idea about the potential of the product in new area . also helps in
deciding product portfolio.


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INTRODUCTION

OVERRVIEW OF PHARMACEUTICAL INDUSTRY IN INDIA:

The Indian pharmaceutical industry is a success story providing employment for millions and
ensuring that essential drugs at affordable prices are available to the vast population of this sub-
continent.
- Richard Gerster




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ORGANIZATIONAL PROFILE:
ASK Biopharmaceuticals is a marketing company; which ordered required drugs to different drug
manufacturing companies and then those drugs get marketed by ASK Biopharmaceuticals. First up
all survey gets conducted by organization about essential drugs and on basis of survey and need of
market, company ordered those drugs to following companies:

VISION:

To become leader in marketing field of pharmaceutical drugs by developing strong network of
distributors and sales team across the nation.

Mission:

Empowered to improve quality of life.


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METHODOLOGY

ASK PHARMA

OVER THE COUNTER DRUGS PRESCRIPTION DRUGS


OVER THE COUNTER (OTC):









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OTC PRODUCTS:

1) Herbal cosmetics like himalaya products which includes facewash, fairness cream,etc
2) Suplements conataining proetins and energetic products
3) Deodarants
4) Toothpaste and toothbrush
5) condoms
6) vicks and
7) primary antiallergic drugs

PRESCRIPTION DRUGS:

Figure 1

SAAR Biotech manufactured B-24 syrup for organization. It has delicious mixed fruit flavor
which makes patient comfortable to swallow syrup. B complex Zinc, Copper and lysine
gives effective site of action.

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Figure: 2

Another SAAR Biotech syrup for cough. It is a complete expectorant. Every 5 ml of drug
contain menthol,ambroxol,guaphenesin,terbutaline which make syrup effective from
prevention of cough.

Figure: 3

Sneezeecold tablets effective in first line treatment for common cold. sneezeecold also
available in suspension form for pediatric patients. These tablets are ideal for associated
body ache, fever and headache, most commonly these tablets used for cold and flu and for
allergic overlaps

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Figure: 4

DM Pharmaceutical manufactured NOMORSIC-DS which get marketed by ASK
Biopharmaceuticals. These are tablets which helps women to get complete relief from
morning sickness. It helps in fetal growth and development. Doxylamine acts as coenzyme
in amino acid and carbohydrate metabolism. It corrects all nutritional deficiency in patients.





Figure: 5
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Ultimate protein powder for patients suffering from weakness. It contain soya protein
concentrate, skimmed milk powder, sucrose and cocoa powder which help patient to recover
from weakness and disease. Protein is bitter in taste thats why GAM PRO has delicious
chocolate flavor which increase acceptability of patient towards the protein.




Figure: 6

Balanced adequate ready to use complimentary food for infants. It is therapeutic food for
malnutrition. It is balanced diet for infants contain carbohydrates, protein, and all essential
vitamins.













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APPROACH
Preliminary technique was to understand technicalities and comprehend drug industry with the help
of coach. Later on as a marketing intern, coach allocated a venture of Business growth & Building
customer connection for ASK Biopharmaceuticals. So the job was to take clients for company.
Initially we started venture with MR group of company. We did industry study and found out places
where we could enhance our items. First up all we have made the decision our T- M- S. As
technique we made the decision to trips main treatment centers for medication like sneezee cool
revocation, B 24 multi-vitamin, sneekoryl coughing syrup , etc. because these are medication for
main illnesses for which sufferers first trips walk out treatment centers.
We visit around 40 treatment centers in kothrud, sadashiv peth, and chakan. Company provide us
brochure such as all information regarding medication. Our job was to assured physicians regarding
our items. If we get be successful in effective then second job was to contact regional medical store
which usually give medication recommended by physician. SO usually we have to persuade
physicians and designed up connection between regional supplier and store. This is where we got
opportunity to comprehend and understand about route control in drug industry.
CHANNEL MANAGEMENT OF OF ASK PHARMA:

Manufacturing company (DM Pharma,SAAR Biotech,Glyco lab)

Superstockist (marketed by ASK Pharma)

Distributor

Retailer (Medical stores)

Company has 9 regional suppliers in Maharashtra. Company is distribute in places like Pune,
baramati, Nagpur, Solapur, Kolhapur, Ichalkaranji , Miraj , Sangali, Nasik , etc. Pune and Kolhapur
are the places where company generates highest possible benefit. Luckily we got opportunity to
perform in Pune. Lately my coach provided single liability to deal with kothrud area in pune for
advertising items. During internship I create connection of my organization with supplier known as
as Shree Shahu Organization situated near kothrud.
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ANALYSIS

ANALYSIS OF REGIONAL SALES:


Figure: 7
Conclusion:
From analysis of sales figure (7) it concludes that maximum revenue obtained from pune and
Kolhapur followed by baramati. ASK Pharma has strong network of distributors in pune and
Kolhapur ; it is weak in other cities like nashik and solapur. So organization should decide to put a
strong team of sales people in these cities to pull out maximum revenue.
Company could use effective communication parameters like social media, email, messages for
marketing of drugs. It will help organization to build up network not only in state but across nation.




40
22
10
36
2
pune
baramati
solapur
kolhapur
nasik
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ANALYSIS OF SALES DURING 2 MONTHS:



CONCLUSION:
From sales of month April-June 2014 statistics it was found that Sneekoryl and Sneezeecold tablets
had immense potential in market. While GAM PRO facing competition from several reputed
products like Whey protein and Venkeys which has high brand value in market.
Nomorsic DS is new product launch by organization. It is found out in sales that most
pediatrititions would like to describe Johnsons products. Effective communication and awareness is
important for generate more revenue.








0 5 10 15 20 25 30 35
B 24 SYRUP
SNEEZEECOLD TABLETS
SNEEKORYL SYRUP
NOMORSIC DS
GAM PRO
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SWOT ANALYSIS






Figure: 8




To develop strong
network across
nation
Strenght of existing
relations with
hospitals
Develope
relationship wtih
more pharma
companies

Build up strong
network across
nation will take time
Initial growth would
be slow
Large compitition in
marketing area

Negligible acess to
social media
communication
gap
lack of employees

Tie up with well
known global
pharma companies
for manufacturing of
drugs
Strong network in big
cities like pune and
kolhapur


STRENGHTH WEEKNESS
OPPORTUNITIES THREAT
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SUGGESTIONS

Although project the project was successfully moved to mentorship, the following
suggestions will help in expansion of business.

USE OF SOCIAL MEDIA:
In 21
st
century social media plays key role in marketing. Out of 7 billion people in world 2
billion people widely use social media such as Facebook, Twitter, Yahoo , etc. Social media helps
to create awareness across globe in short duration. This would help organization to promote their
products effectively in market.

EXPLORE MARKET WITH MORE OPTIONS:
Currently company targeting drugs for primary health care diseases. It will be profitable for
business if company market more drugs as per need of market. For understanding need of market
survey should be conducted in major cities.

HUMAN RESOURCE:
Company should consider more manpower for faster launch to market. Current rate will take
several years to expand business in nationwide








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CONCLUSION

The company benefitted from the continuous evolving approach of the sales team and intends to
invest more human resource in the project to launch it in the Indian markets with strong and
effective channel of distribution.
Weekly meetings and daily updates enabled the team to deliver exceptional results. Knowledge
transfer to regular MR was done on the last week of the project and meetings with senior
management were carried out to enable the company to use suggestions for creating awareness.

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