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Distribution/Sales Analysis for Bayer Pharmaceuticals

Distribution/Sales Analysis for Bayer Pharmaceuticals

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    Bayer Pharmaceuticals Bayer Pharmaceuticals Presentation Transcript

    • Bayer Pharmaceutical Pakistan Supervisor Mr. Ekhlaque Ahmed Presented By Ali Hasan Naqvi Asif Hussain
    • COMPANY BACKGROUND
      • Bayer a German pharmaceutical
      • Among the top pharmaceuticals of the world
      • Existence in more than 55 countries
      • Acquired the Schering Gmbh in 2006
    • CONSUMER’S PROFILE
      • Products are bought by prescription
      • Focuses on educating and convincing the doctors for suitability of formulae and effectiveness
      • General practitioners, consultants, dermatologists, cardiologists, gynecologists, urologists and radiologists are actual decision makers
    • INDUSTRY OVERVIEW
      • Pakistan's pharmaceutical industry worth approx US$1.18 billion with an annual growth rate of 9.4%
      • Total 652 pharmaceutical manufacturers
        • 30 multinationals & 622 national companies
      • The top 50 companies enjoy 83.5% market share and the top 100 companies have 94.0% market share. There are 20 multinationals in the top 50 companies
    • Market Share Market share Multinationals : 53.3% National Companies : 46.7%
    • PRESENCE IN PAKISTAN HYDERABAD SOUTH-II WHC QUETTA SOUTH-I KARACHI SOUTH-I RAWALPINDI NORTH PESHAWAR NORTH LAHORE CENTRAL-II GUJRAT/SIALKOT CENTRAL-II GUJRANWALA CENTRAL-II SARGODHA CENTRAL-I MULTAN CENTRAL-I FAISALABAD CENTRAL-I BAHAWALPUR CENTRAL-I District /Area Region
    • Annual Growth Rate Source: IMS Reports
    • Distributors
    • SBU’s at Bayer
      • Women health includes two groups
        • Derma care
        • Women health care
      • Primary care includes
        • Cardio metabolic
        • Anti infective
      • Specialty care
    • SALES HIERARCHY CEO Marketing & Sales Manager (women health) Marketing & Sales Manager (primary care) Sales Manager (2 for every Region) Sales Manager (2 for every Region) Area Manager (1 for every Area) Area Manager (1 for every Area) Sales Reps (on average 5 / Area Manager) Sales Reps (on average 5 / Area Manager)
    • SALES TARGETS
      • IMS Reports
        • guide to evaluate the local pull and demand in the market for a specific formula
        • Makes an aspiring market share target that translates into regional targets
      • Targets for sales representatives are of value sales and unit sales both.
    • IT INFRASTRUCTURE
      • PDA devices are used for order booking
      • Automated business intelligence system helps to combine and evaluate different decision making reports
      • Company’s own sales data and other data provided by IMS is used for
        • Segmentation and Call Planning
        • Sales Target Setting
        • Territory Re-alignment
        • Sales force sizing and deployment
    • DISTRIBUTION NETWORK
      • 32 Cities/Towns, 12 District/Areas, and 4 Regions covered nation wide.
      • 43 distribution units and 35 separate distributors.
      • There are 8,500 (licensed + unlicensed) chemists/pharmacists in Karachi
      • 45,000 licensed chemists all over Pakistan are covered by Bayer distributors including 3,500 licensed chemists of Karachi
      • Distribution to unlicensed chemists is illegal
    • DISTRIBUTION OPERATIONS
      • More than one distributor may be assigned in a single territory for same product / SKU for different delivery times ensuring delivery every alternate day
      • Distributors are not given any specified targets
      • Area Managers influence distributors in designing PJPs.
    • DISTRIBUTION OPERATIONS
      • Maintain 45 days stock
      • 7– 8% sales by wholesaler
      • No credit policy
        • AG&Co takes credit sometimes using its influence
    • Discounts 15% Retailer 17-18% Wholesalers 22-28% Distributors Discounts Entity
    • ORDER BOOKING
      • Efficient order booking by PDAs
      • Listed Universe
      • Delivery recording is also electronic
    • DISTRIBUTION MONITORING
      • Cartons printed with distributors’ name / code to evaluate distributors’ sales and to control territory infiltration.
      • The company monitors secondary sales through invoicing to measure the SKUs sold and to check the territory infiltration.
    • Reports, Regions 7,294,565 915,434,251.04 North 6,706,955 1,069,730,985.00 South 5,556,686 660,449,853.31 Central II Central I 7,784,548 1,098,220,159.67 Geographical Location           Net Trade Volume    Net Trade Sales    Measures  Measures
    • Report, Cities 668,182 Sargodha 906,755 Sahiwal Depot 54,546  Rawalpindi 54,654  Quetta 363 Multan 1,271,618 Lahore II 1,410,177 Lahore 1,156,4866  Karachi North Depot 54,654,485  Karachi 5,456,454  Islamabad Depot 1,187,042 Gujranwaala 1,263,451 Faisalabad   Net Trade Volume    Measures  Measures
    • Report, Areas 199 Area 50 553,980 Area 49 3445 Area 48 546  Area 47 456  Area 46 574 Area 42 Area 41 855,856 Geographical Location         Net Trade Volume    Measures  Measures
    • Report, Sales Rep
    • Report, Locations
    • Report, Retailers
    • Report, SKUs
    • Reports, Sales Type
    • Report, Retailer Type
    • Report, Date wise
    • Report, Medicine Type