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Case Study Kramer Pharmaceuticals, Inc. Presented by Debi Prasad
Bagria Kishor Chandwani Nandini Mudgil Mrinmoy Kanti Das Rahul
Agarwal Ritesh Kumar Singh
2. Case Background
o Company : Kramer Pharmaceuticals, Inc
o Business : Pharmaceuticals (Manufacturer
o of Prescription Drugs)
o Country : U.S.
o Year : 1978
o Competitors: Abbott, Lilly, Merck, Upjohn &
o Schering
3. Case Background
o Bob Marsh, a former detailer, worked at Kramer
Pharmaceutical for 12 years and was considered a hard
working, well established detailer (product specialist and sales
associate). He possessed excellent references and credentials.
o Bob was fired because of failure to comply with company
protocol after failing to make several changes in his behavior.
Although it was a little unconventional, his methods have
worked well for him for 12 years.
o This case is extremely rare. Irate customers (Physicians)
complained on Bob Marsh's behalf making the termination of
Bob an issue.
o Sales Vice President decided to look into the case in detail, to
determine whether Marsh's discharge was a management
failure and, if so, what could be done to remedy this
unfortunate situation .
4. Kramers Value Chain Manufacturer Wholesalers Drug stores
General Public by Prescriptions Hospitals Physicians
5. Kramers Sales Force
o Over 500 Detailers
o Considered second to none in the business
o Job details:
o To call regularly on hospital personnel, doctors & dentists to
describe the product line & to persuade these medical
personnel to use and prescribe Kramer drugs
o A typical Kramer detailer is responsible for about 200
physician and hospital accounts within an assigned
geographic territory & expected to make between six and nine
doctor or hospital calls per day
6. Kramers Sales Force
7. Kramers Sales Force
o Employee Attrition :
o Much lower than Industry average
o Only about 8% lost each year from resignations, discharges,
retirements & deaths