Acknowledgment

I am highly indebted to Bio-Labs Pvt Ltd for Initiatives for their guidance and constant
supervision as well as for providing necessary information regarding the project & also for their
support in completing the project. My thanks and appreciations also go to peoples who have
willingly helped me out with their abilities specially Sir Dr Lakhi for giving me confidence to do
this project.
Presented By : Mr Owais khan
Presented to : Sir Dr Lakhi
1. Background of the Organization:

Upon establishment in 1989, Bio-Labs had envisioned a self-dependant Pakistan producing

superior quality medicines and vaccines to promote animal health across the country. Since then
our Animal Health Division has been vigorously working towards this goal and today our vision
is a reality as we pride ourselves on being one of the leading animal vaccine and pharmaceutical
manufacturers in Pakistan. In 2005, a state of the art manufacturing facility was set-up to
manufacture and market pharmaceutical formulations for human therapeutic use. It included
solid and liquid oral dosage forms (tablets, capsules, syrups, suspensions and dry powder),
topical products (creams, ointments, lotions and oral gels), and injections (sterile liquid vials,
sterile liquid ampoules, sterile dry powders and sterile lyophilized powders

2. MANUFACTURING EXPERTISE:
Operations at Bio-Labs are based on the most modern and meticulous techniques and our
manufacturing facility is constructed on the pretext of controlling cross contaminations, ensuring
smooth flow of personnel and materials, provisioning optimum environment and assuring worker
welfare and safety. Our state of the art manufacturing facility is a depiction of our progressive
vision. Having a state of the art HVAC system, we guarantee the best possible environment for
our workers and ultimately our products. The HVAC system was designed according to cGMP
regulations and production requirements. The system was validated by an independent
engineering company and Ministry of Health-Pakistan. Our manufacturing equipment has one
virtue in common, which is eminence. Technical staff at Bio- Labs is well versed with
contemporary manufacturing techniques and boasts impressive experience of technical
operations. Summing all these virtues the outcome can only be a flawless product.
3. QUALITY CONTROL & QUALITY ASSURANCE
Our manufacturing site has the latest analytical instruments in our quality control department. We
monitor quality assurance through standard systems that ensure the consistent quality of our
products. A highly qualified and trained team of scientists, pharmacists, chemists and engineers
work in our Research & Development and Operations departments, developing new products in
an environment that celebrates continuous improvement in quality. At Bio-Labs we have always
believed in continuous R&D towards the development of newer pharmaceutical formulations.
Our new product development program generally includes pre-formulation studies, excipient
compatibility studies, analytical methods development and validation, formulation development
and optimization, formal stability studies, and manufacturing process development. We also have
a quality program dedicated to continuous improvement of product quality of running products.
4. Certifications
Bio-labs manufacturing facility is ISO 9001:2008 certified by AFAQ, the number one
certification body in France, representing over 60 countries and having more than 37,000 sites
certified. Our GMP compliant manufacturing plant has been recognized by the Ministry of
Health, Pakistan in addition to being licensed by international regulatory authorities such as
Saudi Arabia, Vietnam, Afghanistan, & Philippines.
5. Define marketing and outline the steps in the marketing process.
Marketing is based on thinking about the business in terms of customer needs and their
satisfaction ,In other words, marketing has less to do with getting customers to pay for your
product as it does developing a demand for that product and fulfilling the customer's needs.

6. Identify the five core marketplace concepts.

There are five core concepts of customer and marketplace that needed to be mastered;
6.1. Needs, wants, and demands;
6.2. Market offerings (products, services, and experiences);
6.3. Value and satisfaction;
6.4. Exchanges and relationships and
Markets.
7. Identify the key elements of a customer-driven marketing strategy and discuss the
marketing management orientations that guide marketing strategy.
7.1. Elements of a Customer-Driven Marketing Strategy
7.1.1. Targeting Your Market
7.1.2. Building Customer Loyalty
7.1.3. Using Customer Feedback
7.1.4. Gaining Customer Referrals
7.1.5. Meeting Customer Needs
7.2. Marketing management orientations that guide marketing strategy
7.2.1. The Societal Marketing Orientation
7.2.2. Production Concept Marketing Definition
The production orientation amounts to "Build it cheap, and they will come." It was
the dominant theory from the dawn of capitalism through the mid-1950s.
7.2.3. Understand Product Concept Marketing
7.2.4. Sales Orientation
7.2.5. Societal Marketing Orientation
8. Discuss customer relationship management and identify strategies for creating value for
customers and capturing value from customers in return.
Customer relationship management (CRM) is the combination of practices, strategies and
technologies that companies use to manage and analyze customer interactions and data
throughout the customer lifecycle, with the goal of improving customer service relationships
and assisting in customer retention and driving sales growth. CRM systems compile
customer data across different channels, or points of contact between the customer and the
company, which could include the company's website, telephone, live chat, direct mail,
marketing materials and social media. CRM systems can also give customer-facing staff
detailed information on customers' personal information, purchase history, buying
preferences and concerns
Step 1: Understand what drives value for your customers. ...
Step 2: Understand your value proposition. ...
 Step 3: Identify the customers and segments where are you can create more value
relative to competitors. ...
Step 4: Create a win-win price. ...
Step 5: Focus investments on your most valuable customers.
9. Describe the major trends and forces that are changing the marketing landscape in this
age of relationships
9.1. The Changing Economic Environment:
9.2. The Digital Age
9.3. Rapid Globalization:
9.4. Sustainable Marketing
10. Explain company-wide strategic planning and its four steps.
Strategic planning sets the stage for the rest of the company's planning. Marketing
contributes to strategic planning, and the overall plan defines marketing's role in the
company. Strategic planning involves developing a strategy for long-run survival and growth.
It consists of four steps:
(1) Defining the company's mission
(2) Setting objectives and goals
(3) Designing the business portfolio
(4) Developing functional plans.
11. Defining the company's mission, Setting objectives and goals, designing the business
portfolio?
11.1. Defining a Mission: Statement of an organization’s purpose; should be market
oriented.
11.2. Setting Company Objectives: Supporting goals and objectives to guide the entire
company.
11.3. Designing the Business Portfolio: Collection of businesses and products that
make up the company.
11.4. Planning Functional Strategies: Detailed planning for each department designed
to accomplish strategic objectives.
12. Developing functional plans.
Functional planning the functional planning is driven by the strategic plan in areas such as
marketing, accounting, research and development and human resources. The functional plan
is the overall strategy describing how and when the goals set in the strategic plan will be
achieved. The function plan is the concrete, specific actions and timeframes of making the
goal of opening that branch a reality.
13. Discuss how to design business portfolios and develop growth strategies.
The best portfolio is the one that best fits the company’s strengths and weaknesses to the
opportunities in the environment.
The company must:
13.1. Analyze its current business portfolio or Strategic Business Units (SBU’s)
13.2. Decide which SBU’s should receive more, less, or no investment
13.3. Develop growth strategies for adding new products or businesses to the portfolio
Market Penetration: increase sales to present customers with current products. How?
Market Development: develop new markets with current products. How?
Product Development: offering modified or new products to current customers. How?
 Diversification: new products for new markets.
14. Explain marketing’s role in strategic planning and how marketing works with
its partners to create and deliver customer value.
Marketing plays an important role in the strategic planning process for many organizations.
Although some marketing positions are represented at the corporate level, most are at the
functional level within the business units of an organization. Marketing is involved in
strategic planning at all organizational levels.
Strategic marketing describes marketing activities that affect corporate, business, and
marketing strategic plans. Strategic marketing activities can be classified into three basic
functions. First, marketers help orient everyone in the organization toward markets and
customers. Thus, they are responsible for helping organizations execute a marketing
philosophy throughout the strategic planning process.
Second, marketers help gather and analyze information required to examine the current
situation, identify trends in the marketing environment, and assess the potential impact on
these trends. This information and analysis provides input for corporate, business, and
marketing strategic plans.
Third, marketers are involved in the development of corporate, business, and marketing
strategic plans. Marketing’s influence varies across organizations. For organizations driven
by a marketing philosophy, marketing necessarily plays a key role in strategic decision
making. The trend toward pushing strategic planning responsibility further down the
organization is increasing marketing’s clout in an organization’s strategic planning process.
15. Describe the elements of a customer value-driven marketing strategy and
mix, and the forces that influence it.
16. List the marketing management functions, including the elements of a marketing plan,
and discuss the importance of measuring and managing marketing return on
investment.
17. Describe the environmental forces that affect the company’s ability to serve its customers.
17.1. Microenvironment
The company’s microenvironment consists of actors close to the company that combine to
form its value delivery network. It includes the company’s internal environment, which
influences the marketing decision.
 The Company
 Suppliers
 Marketing intermediaries
 Competitors
 Publics
 Customers
17.2. Macro-environment
The macro-environment consists of larger societal forces that affect the entire microenvironment.
The PESTLE analysis in a framework used to scan the organization’s external business
environment.

 Political
 Economic
 Socio-cultural
  Technological
 Legal
 Environmental
18. Explain how changes in the demographic and economic environments affect marketing
decisions.
Demography is the study of the characteristics of human populations. Today's demographic
environment shows a changing age structure, shifting family profiles, geographic population
shifts, a better educated and more white-collar population, and increasing diversity. The
economic environment consists of factors that affect buying power and patterns.
The economic environment is characterized by more consumer concern for value in shifting
consumer spending patterns. Today's squeezed consumers are seeking greater value -- just the
right combination of good quality and service at a fair price. The distribution of income also
is shifting. The rich have grown richer, the middle class has shrunk, and the poor have
remained for, leading to a two-tiered market. Many companies now tailor their marketing
offers to two different markets-- the affluent and the less affluent.
19. Identify the major trends in the firm’s natural and technological
environments.
Natural environment shows 3 major trends:
 Shortages of certain raw materials
 Higher pollution levels
 More government intervention in natural resource management
- Environmental concerns create marketing opportunities for alert companies
- Technological environment creates both opportunities and challenges
- Companies that fail to keep up with technological change à miss out on new product and
marketing opportunities
20. Explain the key changes in the political and cultural environments
Political environment consists of
 Laws
 Agencies
 Groups that influence or limit marketing actions
Political environment has undergone 3 changes that affect marketing worldwide:

 Increasing legislation regulating business

 Strong government agency enforcement
 Greater emphasis on ethics and socially responsible actions
 The cultural environment consist of
 Institutions
Forces that affect a society’s values, perceptions, preferences and behaviours
Environment shows trends toward a lessening trust of institutions, increased patriotism,
greater appreciation for nature, changing spiritualism and the search for more meaningful and
enduring values
21. Discuss how companies can react to the marketing environment
Companies can passively accept the marketing environment as an uncontrollable element to
which they must adapt avoiding threats and taking advantage of opportunities as they arise
 They can take a proactive stance, working to change the environment rather than
simply reacting to it.
  Companies should be proactive rather than reactive
22. Explain the importance of information in gaining insights about the marketplace and
customers.
The marketing process starts with a complete understanding of the marketplace and
consumer needs and wants.
 Thus, the company needs information to produce superior value and satisfaction for
its customers.
 Company also requires information on competitors, reseller and other actors and
forces in the marketplace.
 Marketers are viewing information not only as an input for making better decisions
but also as an important strategic asset and marketing tool.
23. Define the marketing information system and discuss its parts.
The Marketing Information System (MIS) consists of
 People and procedures for assessing information needs
 Developing the needed information
 Helping decision maker use the information to generate and validate actionable
customer and market insights
 A well-designed information system begins and ends with users
 The MIS first assesses information needs.
 It primarily serves the company’s marketing and other managers
 May also provide information to external partners
 Then it develops information from internal databases, marketing intelligence
activities and marketing research
 Internal databases provide information on the company’s own operations and
departments
 Such data can be obtained quickly and cheaply but à needs to be adapted for
marketing decision
 Marketing intelligence activities supply everyday information about developments in
the external marketing environment
 Market research consists of collecting information relevant to a specific marketing
problem faced by the company
 MIS helps users analyze the information to develop customer insights, make
marketing decisions and manage customer relationships.
24. Outline the steps in the marketing research process.
First step: defining the problem and setting the research objectives
 Exploratory
 Descriptive
 Causal research
Second step: developing a research plan for collecting data from primary and secondary
sources
Third step: Implementing the marketing research plan by gathering, processing and analyzing
the information
Fourth step: interpreting and reporting the findings.
  Additional information analysis: helps marketing managers apply the information and
provides them with sophisticated statistical procedures and models from which to develop
more rigorous findings.
 Both internal and external secondary data sources often provide information more quickly
and at a lower cost than primary data sources.
A sometimes yield information that a company cannot collect by itself.
A needed information might not exist in the secondary sources
Researchers must also evaluate secondary information to ensure that it is relevant, accurate,
current and impartial.
Primary research must also be evaluated for the above features.
Primary data collection method should be observational, survey and experimental – has its
own advantages and disadvantages
Contact methods:
 Mail
 Telephone
 Personal interview
 Online – (also has advantages and drawbacks)
25. Explain how companies analyze and use marketing information.
 Information gathered in internal databases and through marketing intelligence and
marketing research usually requires more analysis.
 To analyze individual customer data many companies have now acquired or developed
special software analysis techniques called:
 Called (CRM) which integrate, analyze and apply the mountains of individual customer
data contained in their databases.
 Marketing information has no value until it is used to make better marketing decisions. à
MIS must make the information available to managers and others who make marketing
decisions or deal with customers
 This sometimes means providing regular reports and updates or making non-routine
information available for special situations and on the spot decisions.
Many firms use company intranets and extranets to facilitate this process. Thanks to modern
technology, today’s marketing managers can gain direct access to marketing information at
any time and from virtually any location.
26. Discuss the special issues some marketing researchers face including public policy and ethics
issues.
 Marketing research in small businesses & Non-profit organizations:
Just like a big organization, small organizations need some marketing information &
customer insights that it can provide. Marketing research can be done also in small &
non-profit organizations but with a small budget. For example, I had a bad
experienced about local dry-cleaner. Now I'm thinking about myself to open my own
dry - cleaning business. Before jumping there, I need to do some marketing research.
The key information like customers insights: how would I make my business plan?
Also research about other areas dry -cleaning business, also can do in online research,
collecting all the information. I can make a list of features for a new business like
quality, service, and loyalty, create value, credit & payment facilities. Then I can
establish this business.
So, here, it is clear that small business also needs marketing information.
 Small businesses & non-profit organizations can gain good marketing information through
observation or informal surveys, local media, government agencies also provide helps to
small businesses.
 Non-profit
Secondary data collection, observation, surveys & experiments also effective for small
businesses with small budgets.
 International marketing research:
Over the past decades, international marketing research has grown tremendously.
International researchers also defining the research problem & developing the research plan
for interpreting & reporting the results. In international researching, it is difficult to find out
good secondary data, besides, collecting primary data is also not an easy task. Sometimes, we
see that reaching respondents is often not so easy in other parts of the world. There are also
some cultural differences. The language also a major obstacle. People are other countries
may vary in their attitudes. One country people are very friendly to respond to others may
not. Most Muslims countries people may prohibit from talking strangers. Many other
problems have to face in international marketing research.
Having lots of problems, global marketing growing but they have little choice but to conduct
these types of international marketing research. Cost & problems are so high in international
research but opportunities & mistakes are also higher in international research.
 Public policy & ethics in marketing research:
There're two major public policy & ethics issues in marketing research are:
 Intrusions on consumer privacy;
 The misuse of research findings.
27. Define the consumer market and construct a simple model of consumer buyer behavior.
A consumer market is a marketplace consisting of household consumers who buy goods for
individual or family consumption. It is different than a business market, in which businesses
sell goods and services to other companies
28. Name the four major factors that influence consumer buyer behavior.
Consumer buyer behavior is influenced by 4 sets of buyer characteristics:
 Cultural
 Social
 Personal
 Psychological
29. List and define the major types of buying decision behavior and the stages in the buyer
decision process.
Buying behaviour may vary greatly across different types of products and buying decision
- Consumers undertake complex buying behaviour when they are highly involved in a
purchase and perceive significant differences among brands
- Dissonance-reducing behaviour occurs when consumers are highly involved but see little
difference among brands
- Habitual buying behaviour occurs under conditions of low involvement and little significant
brand difference
- Variety-seeking buying behaviour is when there is a low involvement but significant
perceived brand differences
30. Describe the adoption and diffusion process for new products.
Product adoption process
  Mental process through which an individual passes from first hearing about the
innovation to final adoption
 5 steps:
- Awareness – the consumer becomes aware of the new product but lacks info about it
- Interest – The consumer seeks info about the product
- Evaluation – the consumer considers whether trying the new product makes sense
- Trial – The consumer tries the new product on a small scale to improve his/her estimate
of its value
- Adoption – the consumer decides to make full and regular use of the new product
- New product marketers must think about how to help consumers move through these stages
With regards to the diffusion process consumers respond at different rates, depending
consumer and product characteristics
31. Define the major steps in designing a customer-driven marketing strategy: market
segmentation, targeting, differentiation, and positioning.
Designing a true customer-driven marketing strategy involves:
 Segmentation
 Targeting
 Differentiation
 Positioning
32. List and discuss the major bases for segmenting consumer and business markets.
Top 4 Bases for Segmenting Consumer Market
 Age: It is one of the most common demographic variables used to segment markets. ...
 Gender: ADVERTISEMENTS: ...
 Income: Markets are also segmented on the basis of income. ...
 Family cycle: Product needs vary according to age, number of persons in the household,
marital status, and number and age of children.
33. Explain how companies identify attractive market segments and choose a market-
targeting strategy.
Marketing can be defined as a way of identifying and satisfying consumer needs in such a
way as to achieve the organisations objectives for profitability, survival or growth. When
looking to develop a new marketing strategy for a certain segment there are a number of
stages that are important, if the campaign is to be a success. Initially companies will analyse
the current internal and external situation. In the macro environment companies will study
the political-legal, economic, socio-cultural and technological environment (abbreviated as
PEST) to ensure there are no issues that might affect marketing and…show more content…
This discards the fact that customers have differences in characteristics and behaviour. It can
be considered irrelevant since market segmentation would have taken place. With
differentiated marketing you target more than one segment and formulate a separate
marketing mix for each one. With this strategy the customers benefit since their specific
needs are being addressed and the volume of customers being served is greater. The
satisfaction customers feel is transformed into brand loyalty, which can be vital to a company
if it wants to sustain growth in the long run. Concentrated marketing involves taking the
companies resources and creating one marketing mix for only one segment of the market.
34. Discuss how companies differentiate and position their products for maximum
competitive advantage.
 Positioning is a strategic process that marketers use to determine the place or “niche” an
offering should occupy in a given market, relative to other customer alternatives. When you
position a product or service, you answer these questions:
Marketers use the positioning process to identify the distinctive place they want a product or
service to hold in the minds of a target market segment. Effective positioning is always
aimed at a specific target segment. In fact, positioning tailors the generally focused value
proposition to the needs and interests of a particular target segment.
Photo of a yellow KIA GT4 Stinger sports car in a show room.
Positioning can be subtle and hard to detect, but it can also be easy to spot when it conforms
to your perceptions as a consumer. Perhaps one of the following positions appeals to you:
Volvo, for example, positions itself as a family of premium vehicles that are well designed
for performance, innovation, and safety. Kia strives to position itself as delivering practical,
utilitarian vehicles that offer high quality and value for the price. Cadillac is, well, the
Cadillac of automobiles: powerful, luxurious, and catering to every need of its well-heeled
drivers and passengers.
Differentiation is closely related to positioning. Differentiation is the process companies use
to make a product or service stand out from its competitors in ways that provide unique value
to the customer. Differentiation identifies a set of characteristics and benefits that make a
product different and better for a target audience. Ideally these qualities are things that 1)
customers value when they are evaluating choices in a purchasing decision, and 2)
competitors cannot easily copy. When both conditions exist, the offering is more attractive to
target customers.
Differentiation is at work any time you’re choosing between two products in the same
category. For example, when you’re buying a soft drink, why do you choose Coke, Pepsi,
Sprite, or Mountain Dew? Is it because of the taste? The cost? The level of sugar or caffeine?
Or is it something less tangible, like the way you just want to smile when you drink Coke, or
you feel amped up when you drink Mountain Dew? These tangible and intangible qualities
are what differentiate one soft drink from another.
35. Define product and describe the major classifications of products and services.
Products are anything that can be offered to a market for attention, acquisition, use, or
consumption and that might satisfy a want or need.
35.1. Classification of products and services:
Consumer products:
Products and services bought by final consumers for personal consumption.
Also included are other marketable entities.
 Classified by how consumers buy them:
 Convenience, shopping, specialty, and unsought goods.
36. Describe the decisions companies make regarding their individual products and
services, product lines, and product mixes.
36.1. Product Line Decisions:
A group of products that are closely related because they function in a similar manner,
are sold to the same customer groups, are marketed through the same types of outlets, or
fall within given price ranges.
 Product line length is a major decision.
 Filling (adding more).
 Stretching (downward, upward, or both ways).
 36.2. Product mixes:
Product mix dimensions include:
 Width: the number of different product lines the company carries.
 Length: the number of items in a line.
 Depth: the number of versions offered of each product in the line.
 Consistency: how closely related various lines are.
37. Identify the four characteristics that affect the marketing of services and the additional
marketing considerations that services require.
37.1. Quality Variance:
Quality is the only real way to market services because the performance is the product they
add that competitors will generally have an easier time copying a service marketer's concept
than the service quality.
37.2. Intangibility:
Services are intangible by nature, they cannot be perceived by the sense of touch, and they
only exist in connection with something else, as in the goodwill of a business. This
intangibility of services makes defining as a great service difficult and highly subjective,
especially across different demographic groups. Therefore, marketers have to determine and
speak to the needs of each group separately.
37.3. Difficulty of Standardization:
Because services are provided by people, and not by machines, variances in the level,
quality, duration and intensity of service output occur. Judgments have to be made when
providing a service. These judgments lead to a lack of standardization in the service
delivery. For example, even if every employee in a call center receives identical training,
some will spend more time answering the customers' questions and working to resolve
problems. Additionally, each service employee has his own idea of what makes excellent
service.

37.4. Purchase and Consumption Combined

With the exception of prepays and annual memberships, once a service is purchased, it is
also consumed. The perishable nature of services means that relationship marketing becomes
of utmost importance. Otherwise, a client can decide to use a different service provider after
a less than satisfactory experience. The quality of the experience is the focus for marketers.
Insurance agents and realtors focus on being trustworthy good neighbors. And, a 2001 study
in the Journal of Family Practice entitled Physician Behaviors that Predict Patient Trust
found that relationship strength between doctor and patient was the primary determinant of
patient loyalty to their primary care provider.

Monitoring of support services is key: Talk with customers to assess the value and quality of
current services and to obtain ideas for new services. Fix problems and put together a
package of new services that delights the customers and yields profits for the company. New
technologies can often enhance many support service offerings.

38. Discuss branding strategy—the decisions companies make in building and managing
their brands.
Some analysts see brands as the major enduring asset of a company. Brands are more than
just names and symbols – they embody everything that the product or service means to
customers. Brand equity is the positive differential effect that knowing the brand name has on
customer response to the product or service. A brand with strong brand equity is a very
valuable asset.
In building brands, companies need to make decisions about:
 Brand positioning
 Brand name selection
 Brand sponsorship
 Brand development.
The most powerful brand positioning builds around strong consumer beliefs and values.
Brand name selection involves finding the best brand name based on a careful review of
product benefits, the target market, and proposed marketing strategies. A manufacturer has 4
brand sponsorship options:
Launch a manufacturer’s brand/national brand,
Sell to resellers who use a private brand
Market licensed brands
Join forces with another company to co-brand a product. A company also has 4 choices when
it comes to developing brands: introduce Line extensions, Brand extensions, Multi brands or
new brands. Companies must build and manage their brands carefully. The brand’s
positioning must be continuously communicated to consumers. Advertising can help.
However, brands are not maintained by advertising but by the brand experience. Customers
come to know a brand through a wide range of contacts and interactions. The company must
put as much care into managing these touch points as it does into producing its ads. Thus,
managing a company’s brand assets can no longer be left only to brand managers. Some
companies are now setting up brand asset management teams to manage their major brands.
Finally companies must periodically audit their brands’ strengths and weaknesses. In some
cases, brands may need to be repositioned because of changing customer preferences or new
competitors.