0|Page                              20, Dec 2012SALESMANAGEMENT    GETZ PHARMACEUTICALTERM REPORT
TABLE OF CONTENT                               Title                 Page no    Acknowledgement                           ...
ACKNOWLEDGEMENT    “We 0we 0ur pr0f0und thanks and earnest gratitude to Almighty Allah, most Merciful, Who    blessed us w...
EXECUTIVE SUMMARY    First of all, we have given a brief history and introduction on Getz Pharma. Getz Pharma started    i...
SITUATION ANALYSIS    History:    Getz Pharma was originally set up in 1995 by Getz Brothers & Co. Inc. Getz Brothers & Co...
Product Portfolio:5
6
MISSION & VISION    Mission:    Getz Pharmas mission is t0 devel0p, produce and market safe, effective and quality medicin...
OPPORTUNITY & ISSUE ANALYSIS    SWOT Analysis:    Internal and external environment both can affect the company and becaus...
Threats:        Transitioning Government policies are basic threats to the company.        Frequent Increase in Taxation...
OBJECTIVES     Target Formulation:     The target of the company depend on the sales of previous year as explained in budg...
Current Practice and Polices:     In past we used to give promotion to our employees on the seniority basis as the employe...
ACTION PROGRAM     Developing Strategies:     Upper management keep the check and balance on the sales per month and slowl...
FINANCIAL PLAN     Budget Evaluation Planning:     Budgeting is a strong and foremost part of the company for sales depart...
Budget Allocation:     Now the policy of Getz Pharma is they allocate the amount in four quarters of year. And after     e...
Basagine (Insulin Glargine):     Basagine (Insulin Glargine) is a long acting insulin analogue, launched in September 2011...
CONTROLS     Corrective Mechanism:     SFPI (sales force performance indicator):     It is to monitor, identify and evalua...
Procedural Mechanism:17
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Muhammad ehsan 19576 report (3)

  1. 1. 0|Page 20, Dec 2012SALESMANAGEMENT GETZ PHARMACEUTICALTERM REPORT
  2. 2. TABLE OF CONTENT Title Page no Acknowledgement 2 Executive Summary 3 Situation Analysis 4 i- Short History of Company 4 ii- Product Portfolio 4-5 Mission and Vision Statement 6 Opportunity and Issue Analysis 7 i-Swot Analysis 7-8 ii- Analyzing Opportunities 8 Objectives 9 i- Target Formulation 10 ii- Methodology 10 iii- Planning progress 11 Problems or Issues 12 i- Nature of the issue or problem 12 ii- The current practices/policies ,procedures 13 iii- Understanding the needs 13 Action Programs 14 i- Development strategies 14 ii- Action Plan 14 Financial Plan 15 i-Budget evaluation Planning 16 ii-Mile Stones 17 Controls 18 Corrective Mechanism 19 Feedback Mechanism 201
  3. 3. ACKNOWLEDGEMENT “We 0we 0ur pr0f0und thanks and earnest gratitude to Almighty Allah, most Merciful, Who blessed us with fortitude, strength, capability and divine help to complete this piece of work”. We are greatly thankful to our course mentor for Sales Management, Mr Hashim Jafferi, who provided us clear thoughts and a strong footing of understanding for the subject. He made the course an appreciated learning experience for all of us and made us grow as educated individuals. We would also like to thank our Bahria University, which is a great learning place with different academic and extra-curricular proficiencies, all contributing to our development as students. We would also like to thank to Naveed Bhatti Area manager and Abdul Rehman Territory manager Lastly we would like to thank our fellow student for making this learning experience a systematically productive and enjoyable one. Hopefully this plan will serve a good purpose. Thank you, Group Members: Muhammad Ehsan Mansoor Ilyas Muhammad Waqas Waqar Ahmed Ahsan Abdul Qadir Abdul Qadir Hassan Ahmed Farooq Memon2
  4. 4. EXECUTIVE SUMMARY First of all, we have given a brief history and introduction on Getz Pharma. Getz Pharma started its operations in 1995. According to the IMS, Getz Pharma was ranked 195th out of 200 pharma companies in Pakistan in the year 1995. Getz Pharma (Private) Limited has its head 0ffice in Dubai, UAE, and plant 0perations based in Karachi, Pakistan. Getz Pharma is the largest branded generic pharmaceutical company in Pakistan. Then we move towards our main topic i.e. functions of sales department in Getz. In this report we discuss opportunity and issue analysis, objectives, problems, issues, financial projections etc. Our main emphasis is on sales. We also discuss how they train their field force to compete in this very competitive environment. Actually Getz’s main marketing function is to support their field force so that they can generate revenues and bring more smiles and happiness on the faces of people who got treatment after using Getz’s remedy.3
  5. 5. SITUATION ANALYSIS History: Getz Pharma was originally set up in 1995 by Getz Brothers & Co. Inc. Getz Brothers & Co. dispensesfarming, biomedical, pharmaceutical, and mechanicalgoods and consumer products in more than twenty three countries in Asia and has a existence in these markets for the past 89 years. Getz Brothers & Co. pays more than 5,000 people globally, having been originated in 1852 by a Prussian immigrant Joseph Getz and his three brothers in California. By the 1870s Getz Brothers were promoting medicines, food products, and consumer merchandises to customers in Hong Kong, Shanghai, Calcutta, and Madras. At the time of its inauguration and creation in 1995, Getz Pharma employed 45 people, and had a small income base with no international tasks. Today Getz Pharma employs over 3,500 highly qualified people and has setups in South Asia, Asia-Pacific, Africa, Central Asia, the Middle East, andSouth-East Asia. In most of these countries Getz Pharma has a direct existence and is rated as the fastest emerging pharmaceutical company.4
  6. 6. Product Portfolio:5
  7. 7. 6
  8. 8. MISSION & VISION Mission: Getz Pharmas mission is t0 devel0p, produce and market safe, effective and quality medicines and health care products that will improve the health and quality of life of men, women and children. Getz Pharma pledges t0 pr0vide the highest quality manufacturing 0f health care products. Values: Respect for people: Our principals, employees and suppliers are the basis of our quality and service. As each shares resp0nsibility f0r Getz Pharmas reputati0n as a quality manufacturer and marketer, s0 each deserves t0 be treated with fairness and dignity. Respect f0r 0ur business ass0ciates and clients: Getz Pharma seeks l0ng-term and transparent relati0nships with its business partners, and enters into all transactions with integrity and trust. Focus on safe technology: Getz Pharma opts for technology that puts in real value to its products and services and that does not harm the environment. Guiding Principles to achieve mission: Recruit the best-qualified pr0fessionals and endorse on the basis of objective performance appraisals of each individuals ability and willingness to take additional responsibility. F0ster the individual and pr0fessional devel0pment of our employees by providing them continuous training of the best quality available.7
  9. 9. OPPORTUNITY & ISSUE ANALYSIS SWOT Analysis: Internal and external environment both can affect the company and because of this every Company keep an eye on both factors. These two factors are also very important for strategic planning process. For this purpose we conduct SWOT analysis it gives complete picture of the c0mpany’s strength, weaknesses, threats and 0pp0rtunities. Strengths:  Fastest growing company of the Pakistan in pharmaceutical.  Diverse and vast brand portfolio.  Emerging brand name  Highly skilled and well trained sales representatives and medical managers.  High numbers of brands which are market leaders in their respective classes for e.g. Risek, Getryl, Lipiget, Nexum, Leflox, Rovista, Gabica, Fexet, Uniferon, Ribazole, Asacol, Celbexx, Gonadil-f, Advant.  Low turnover rate of sales force.  Participation in social work Medical reliefs camps during Natural Disasters Weaknesses:  Strict credit policy  Less frequent sales training programs  Slow pace of promotions in Sales team  Lack of non monetary benefits  Less research budget  Lack of usage of technology by the sales force Opportunities:  Some territories are still left untapped in reference to distribution  Pakistan ranks 4th in diabetes and has a rising trend while Getz Pharma is the second key player in anti-diabetes medication  Technological development  Merger with other groups  New drug developments8
  10. 10. Threats:  Transitioning Government policies are basic threats to the company.  Frequent Increase in Taxation results in reduction of profit margin and fluctuation of prices  Government intervention in prices regulation of medicated products.  Law and order situation in Pakistan which lead to decrease in sales of products.  Getting higher Production and Raw material costs  Political interference in localities forces firm to leave them untapped  New market entrants trend is on increase  Drugs side effects Analyzing Opportunities: Company have the strategy to keep on checking the upcoming opportunities and try to avail those opportunities. Company has very effective and efficient management and sales force through this they grab every possible opportunity. Getz Pharma planed properly in order to hit new market or in order to introduce new products in market. For e.g., How much sales efforts are necessary in order to avail the opportunity? How many numbers of sales force required for the specific territory?  To create its presence in untapped areas Getz Pharma can hire incremental sales personnel and acquire new distribution channels to cover those areas.  As the diabetes has a rising trend in Pakistan expansion in production facilities can accommodate the rising demand of insulin  Company is planning to introduce sales force aiding gadgets in order to create, compile, and retrieve sales data in real time efficiently and effectively  In case of new product development Getz Pharma is preparing to introduce new anti- hypertensive medication in the coming days  In order to increase overall size of organization Getz Pharma is going for the merger with Ali Gohar Pharmaceutical which an incremental player of industry9
  11. 11. OBJECTIVES Target Formulation: The target of the company depend on the sales of previous year as explained in budgeting that October, November, December growth sets the trend and pace of the next year’s growth and sales people have instructions to maintain it. Methodology: Methodology for reaching the targeting and their target market includes knowing market potential by analyzer provided by company. By that analyzer sales team come to know what the market can actually consume and what is their share in market. Data of expected forecast, sales people forecast, market trends and new market formation helps in making methodology for achieving objectives. PROBLEMS AND ISSUES Nature of issues or problem: There are a number of problems that are faced by the sale team. Some of them are as Sometime the area they have to visit is not safe. In this kind of situation some of the sale person take a bold step personally and visit or the middle management person accompany them to create their confidence. Sometime the sale person gets in trouble and cannot attend the meeting he set previously so if he has confidence in his management he would go and discuss it. At the same time management also gave him a positive reply by understanding his issue and asking someone else to visit the client.10
  12. 12. Current Practice and Polices: In past we used to give promotion to our employees on the seniority basis as the employee completes his six years of experience we used to promote him. As this process became slower and new vacancies were there and promotion was slow so thispolicy was changed and was lessen to four years. But still the performance of the company was slow so after conclusion we came up to the process of having test to evaluate each and every person who has completed the first criteria and can be the best person for that position. But sometime if we can’t find the required seats then we look in the employees which have not completed their four years but have a good response in his field we will bring them up to face the challenges. Another practice is to motivate the employees by having discussion with the management this will motivate them “that the boss is sitting and having a discussion with me” this will motivate and encourage them to do their best. Another tactics which was used by the upper management was setting the target and ask their team to complete that target in the specific time so as a reward they would be send on a tour to Bangkok, Malaysia etc and this increase their motivation level a lot. Understanding the needs: Need of the employees should never be overlooked because if their needs are not fulfilled and they are not given a relaxing environment they can never perform. We try to give them a good environment and easy access to the management so that they can discuss their issues with them. For example: Once a sales person had an accident and had to take leave for a month. Company understood his needs and supporting him decided to give him off for a month with his salary. Although officially only ten days leaves were granted. But later as a result that sale person became the asset for the company whenever they needed him he was there in his offs and with odd timings also he worked without complaining. So understanding the agent needs gives company a good and loyal worker and off course good performance from him too increasing the company’s profit.11
  13. 13. ACTION PROGRAM Developing Strategies: Upper management keep the check and balance on the sales per month and slowly and gradually they increase their sale ratio and wider their market. They check where they are lacking. When bringing up the new products to the market new strategies are discussed of how to market, who would be their target customers and how to introduce it to the masses with its awareness in detail. In the beginning of every month a target is set by the management and is told to the middle management. Action Plan: Here the middle management tells there Sale team the target usually increasing it by 20% from the original so that they work hard and the target that they have got would be achieved easily. Sometime if any issue persist and the team is not able to cope up and is getting disappointed so to raise their spirit the middle management keep up some rewards or tell them the actual target so too keep their Sale team in good spirit and confident. To increase their sale the doctors are promoted and are send for the international conferences by the company as well.12
  14. 14. FINANCIAL PLAN Budget Evaluation Planning: Budgeting is a strong and foremost part of the company for sales department. There are no fixed financial formulas exist to appropriate funds. Budgets need for following expenses in sales department. On the same time budgeting also depends on contribution of a territory and individuals in those territories. Budgeting Method: There is a simple formula in Getz Pharma for calculating budget for particular territories and individuals for sales force. Company demands growth = More than previous sales Depends on your contribution and territory contribution Individuals contribution = individuals achievement/regional achievement * 100 If the financial officer gets the budget of some billions, he will multiply that budget with the contribution of each territory and individuals. The figures he will get is some millions and he will allocate it for every month, for example Rs. 833,333. This budget will include: Marketing research Advertising Sales promotion Sales support Sales managers’ salaries Sales managers’ commissions Salespeople salaries Salespeople’s commission13
  15. 15. Budget Allocation: Now the policy of Getz Pharma is they allocate the amount in four quarters of year. And after each quarter the budget will increase slightly from previous budget. 1st quarter budget – 22% 2nd quarter budget – 24% 3rd quarter budget – 26% 4th quarter budget – 28% In these way sales people incentives increases as well their motivation level too. Sales usually shoots up in October, November, December. And because of these months, next year’s good pace also gets develop. Sales force gets motivated that his incentives and sales are increasing next year. In the 1st quarter sales people will try to do the maximum sales so that he won’t face problems in the end of the year, so in this way sales increases from the start of the year and seniors tries to maintain this pace. This process need to be monitor by bosses Mile Stones: Prisa (Prasugrel): Getz Pharma introduced the first prasugrel of Pakistan “Prisa”. It is the latest antiplatelet approved by FDA for the management of patients with Acute Coronary Syndrome. Amclav (Co-amoxiclav): Dec 2011 marked a new milestone for Getz Pharma as the first penicillin product of Getz Pharma; Amclav was launched in Pakistan. Amclav is the first penicillin product manufactured at the new state of the art penicillin manufacturing facility. Diora (Diacerein): Diora (Diacerein) is an anthraquinone derivative that is used in osteoarthritis. Diora (Diacerein) was launched in the market of Musculoskeletal products in November 2011, used for the treatment of arthritis. Furthermore, the addition of Diora has also resulted in enrichment of Getz Pharma’s orthopedics portfolio.14
  16. 16. Basagine (Insulin Glargine): Basagine (Insulin Glargine) is a long acting insulin analogue, launched in September 2011.At the time of its launch, only one Insulin Glargine was available in Pakistan’s pharma industry. Getofin (Ceftriaxone): It was launched in July 2011. The launch of Getofin resulted in enrichment of Getz Pharma’s antibiotic portfolio. Zurig (Febuxostat): Getz Pharma launched Zurig in Pakistan on 4th May, 2011. Febuxostat has been studied and evaluated in multiple clinical trials linking more than 4,000 subjects, in some for up to 5 years. Trevia (Sitagliptin): Trevia (Sitagliptin) is indicated mainly for the management of Type-2 Diabetes Mellitus was launched in 22nd Feb 2011. The tag line of the campaign was “The first FDA approved DPP-4 inhibit0r”. This 0perati0n enf0rced the secure use 0f the drug and included posters, presentations and foreign speaker sessions. Trevia has now become one of the largest brands in the market. Amtas (Amlodipine + Telmisartan): Amtas is a very healthy addition to the Getz Cardio metabolic portfolio which already has innovative brands like Tasmi, Co-Tasmi , Advant, Nebil, Prisa, Lipiget & Rovista.. Indicated in hypertension alone or in combination with other antihypertensive agents. Solifen (Solifenacin succinate): Solifen, the first solifenacin succinate of Pakistan was launched on 17th June, 2010 This has been the second mega launch in Urology segment. All notable urologists across Pakistan welcomed the launch of Solifen and recommended this molecule. Solifen is now a market leader in OAB market segment.15
  17. 17. CONTROLS Corrective Mechanism: SFPI (sales force performance indicator): It is to monitor, identify and evaluate the performance of sales force. It is online software in which the sales force enters their daily sales. Sales Leadership Planner Book: The district sales manager randomly visit sales visit the market and evaluate the sales force performance by mentioning remarks in sales planner book. If there is any unfavorable circumstances then he first find the root cause and take action on it. He also monitor that all the sales performance have been done on ethical way if anyone sales person is found to be involved in unethical practice then he is fired no second chance as Getz Pharma has strict policies and regulations. Feedback Mechanism: At the start of week, each sales person drafts a sales order report, and provides it to the distribution manager. This report holds the details about the orders booked, recoveries made, complaints received and information about the competitors’ activities. Based on the orders received, Distribution manager dispatches the supplies to the respective customer. If the Distribution manager feels that the respective customer delays the payment and has pending bills to disburse, he first informs the Proprietor. If the Proprietor approves the order, then the order is dispatched Distribution Manager If Proprietor analyze the Sales approves a customer Sales reports reports and decides The order is loaded with short payments prepared by the sales whether to directly and dispatched to (in case of customers person dispatch or take an the customer with good credit approval from history skip this step) proprietor16
  18. 18. Procedural Mechanism:17

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