Full report on Marketing mix Analysis of Incepta Phrm. Ltd.

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Term paper
Introduction:-
Establishment
Incepta Pharmaceuticals Ltd. is a leading pharmaceutical company in Bangladesh established in the
year 1999. The company has a very big manufacturing facility located at Savar, 35 kilometer away
from the center of the capital city Dhaka.
What types of Company?
Incepta Pharmaceuticals Ltd. is a leading pharmaceutical company in Bangladesh
Organization structure
Organogram
Of
Incepta Pharmaceuticals Ltd.

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Contribution to the economy
In Bangladesh the pharmaceutical sector is one of the most developed hi-tech sectors which is
contributing in the country‟s economy.
After the promulgation of Drug Control Ordinance – 1982, the development of this sector was
accelerated. The professional knowledge, thoughts and innovative ideas of the pharmacists working in
this sector are the key factors for this developments.
Due to recent development of this sector it is exporting medicines to global market including
European market. This sector is also providing 97% of the total medicine requirement of the local
market.
For bio equivalency tests alone in Singapore, Malaysia or in European countries Bangladesh
pharmaceutical industry has to spend a lot of money now. These sub-sectors would need more
investment in future. The industry created opportunities for foreign direct investment.
Bangladesh‟s pharmaceutical industry has potential to grow and compete in the international market.
Its ability to comply otherwise with the guidelines of quality assurance provides it the competitive
advantage.
Most companies follow the good manufacturing practice (GMP) standards, set by the UN World
Health Organization (WHO).
Bangladesh can compete with countries like India, China, Brazil and Turkey in the international
export market due to its quality compliance. If enjoys the exemption limit until 2016 under the
provisions of the World Trade Organization with regard to generic, patients and other related matters.
The ability of the Bangladesh industry is otherwise undisputed about achieving excellence.
Over $250 million invested in the sector, has helped modernize and create new facilities.
The investment has helped the companies get certification from the international regulatory bodies.
Now, Bangladeshi companies are in a situation to export pharmaceutical products to any part of the
world.
Brief History
Incepta began its operation with a handful of highly skilled and dedicated professionals guided by an
able leadership. Proper strategic planning, technical excellence, swift and timely decisions helped us
achieve our objectives leading to much faster growth. Incepta was able to anticipate the need of the
market and provide the right product at the right time. High focus on R&D investment from the very
beginning made possible the introduction of quality products ahead of its competitors in most cases.
Incepta Pharmaceuticals Ltd. is now the 2nd largest company of the country and recognized as the
fastest growing of the top five manufacturing company in the country. Established in the year 1999,
the company has come a long way. Currently the Zirabo plant consists of several buildings with state
of the art technology. Dedicated cephalosporin manufacturing building, a specialized manufacturing
building for the production of lyophilized products, insulin and amino acids and newly built liquid
and semisolid manufacturing building and large warehouse is also in operation.

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Another multipurpose building for housing the Research & Development operation along with the
canteen facility is also there. Currently all the products are coming from the plant at Zirabo. The
company now produces almost all types of dosage forms covering nearly all therapeutic area.
Incepta now has one of the largest and competent sales force and large distribution network of its
own, operated from 18 different locations throughout the country. A most dynamic skilled and
dedicated marketing team comprising of pharmacists and doctors are at the core of the marketing
operation. These highly skilled professionals play a crucial role in providing the necessary strategic
guideline for the promotion of its product.
Competitors
1. SQUARE PHARMACEUTICALS LTD.
2. BEXIMCO PHARMACEUTICALS
3. OPSONIN PHARMA LTD.
4. ESKAYEF
5. RENATA PHARMACEUTICALS
6. ACME PHARMACEUTICALS
7. ACI PHARMACEUTICALS
8. ARISTOPHARMA
9. DRUG INTERNATIONAL
10. SANOFI AVENTIS
11. GLAXOSMITHKLINE
12. ORION PHARMA LTD.
13. NOVO NORDISK
14. HEALTHCARE PHARMACY
15. GENERAL PHARMACEUTICALS
16. SANDOZ
17. POPULAR PHARMACY
18. NOVARTIS
19. IBN SINA
Market share

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Beginning in 2000, Incepta has been launching new and innovative products at a faster pace than its
competitors.
Up to May 2012, it has already launched 334 generics with a total of 639 presentations. The company
produces a wide variety of dosage forms covering nearly all the major therapeutic classes.
During the last 12 years of operation Incepta launched as many as 124 new generics for the first time
ever in Bangladesh. High focus on quality and timely introduction of much needed essential
medications previously unavailable in the country has enabled Incepta to become the second largest
pharmaceutical company of the country.
Year No. of Products First Ever Product IMS Rank*
2012 639 0 2nd
2011 632 9 2nd
2010 594 10 2nd
2009 585 4 2nd
2008 532 10 2nd
2007 451 17 3rd
2006 368 9 3rd
2005 288 12 3rd
2004 198 6 5th
2003 154 18 8th
2002 119 14 10th
2001 78 11 12th
2000 35 4 31st
* Intercontinental Marketing Services (IMS)
Nature of market
Under pure competition:- Also sometimes referred to as perfect competition, pure competition is a
situation in which the market for a product is populated with so many consumers and producers that
no one entity has the ability to influence the price of the product sufficiently to cause a fluctuation.
Within this type of market setting, sellers are considered to be price takers, indicating that they are not
in a position to set the price for their products outside a certain range, given the fact that so many
other producers are active within the market. At the same time, consumers have little influence over
the prices offered by the producers, since there is no singular group of consumers that dominates the
demand.
In reality, pure competition is more theory than actual fact. While there are rare situations in which a
marketplace functions with pure competition for a short period of time, the situation normally shifts as
various factors change the stalemate created by a multiplicity of sellers and buyers. This is often due
to the somewhat stringent set of factors that must be present in order for the competition to be
considered perfect or pure.

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Product:-
Product mix
 Therapeutic Group
Products
 Amino Acids
Prosol IV
 Analgesic, Anti Inflammatory
Actidex Celenta Cortan Edopain Etorac
Intafenac Intaflam Intasone Nalbun Neforex
Injection
Opifen Opifen Injection Oricox Progesic Purifen
Reservix Reset Reset Plus Salinix Ticoflex
Topicacin Winpain
 Anesthetic / Critical Care
Anestho Hypnofast Ketaride Nor Q Nordrine
Spino
 Anti Bacterial
Adora Amikin Beuflox Cefotime Cispenam
Clindacin Efdinir Emixef Exephin Firmac
Gatiflox I-Penam Inclox Intamycin Ipadox
Kilbac Levoxin Linzolid Nebazin Nintoin
Oticlor Pedilid Procef Sidobac Tenafet
Tinobac Tridosil Ultrapime Vanmycin Ximeprox
Injection
 Anti Diabetic
Compimet Consucon Losucon Maxsulin Nobesit
Nomopil Piodar Sitagil Vibrenta
 Anti Emetic
Emenil Emenil Plus Omidon Onaseron Paloxiron
 Anti Gout
Alurol Febustat Kolchin Pyrazone
 Anti Histamine
Alervil Encilor Fenofex Ketomar Mebastin
Neocilor Seasonix Sudolor
 Anti Obesity
Adiponil
 Anti Protozoal
Artemet Flamyd Nitazox Secnizol DS
 Anti Spasmodic
Cyclopan Drotapan Timozin
 Anti Viral
Barcavir Celbarin Flutavir Infovir Lamivir
Simplovir Valovir Xynovir
 Bio Tech
Epoetin Filastin Maxsulin Optipeg-A Parinox
Vibrenta
 Bone and Joint Disorder

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Aloxif Bonemass D Drometa Hyronate Joinix
Joinix Plus Ubilon Zolenic
 Cardiovascular
Acuren Adrinor Amlosartan Amlotab Angifix
Benadip Bisopro Carvista Dobutin Edeloss
Epleron Ezetim Feelnor Fixocard Idatix
Indapril Inospiron Intrax Ivaprex Larcadip
Lopirel Lopirel Plus Myomine Nicosit Nofiate
Osartil Osartil Plus Parinox Prasurel Presonil
Ralozine Ramoril Ramoril Plus Ridel ER Rocovas
Sardopa Syncard Tiginor Trocer Valsartil
Valsartil Plus Veracal Warin Xyotil Xyotil Plus
 Disease-modifying Antirheumatic
Nodia Reconil
 Drugs for Hematological Disorder
Epoetin Filastin
 Drugs of Nervous System
Ameloss Aripra Arpolax Barbit Cyclid
Disopan Duloxen Esipram Fenazine Flurazine
Frenia Gabapen Halopid Lithin SR Lozicum
Mecolagin Menaril Olanap Oxazep Pramin
Pregaben Quiet Repose Revert Siesta
Tenaxit Topirva Valex Valex CR Vinsetine
Zapenia Zolium Zomitan Zopilone
 Gastro Intestinal Disorders
Aqualax Diorin Doresa Esonix Inolac
Iriban Lefoam Magfin Marlox Marlox Plus
Neofast-S Omenix Omidon Pantonix Rasonix
Repane
 Gynaecological
Cytomis Lozana Ovuclon
 Hematinics
Compiron Ferimax
 Immunosuppresant
Sporium
 Mouth Wash
Oroclean
 Ophthalmic
Azecol Beuflox Eye/Ear Beuflox-D Brimodin Eye Catrix Eye
Drops Eye/Ear Drops Drops Drops
Cortan Eye Dexaguard Eye Dextrobac Eye Dilate Eye Dilate Plus
Drops Drops Drops Drops
Etorac Eye Eyebet Filtear Eye Gatiflox Eye I-guard Eye/Ear
Drops Eye/Ear/Nasal Drops Drops Drops
Drops
Intafenac Eye Intobac Eye Ketomar Eye Levoxin Eye Lomequin Eye
Drops Drops Drops Drops Drop
Lopadine Eye Lotepro Eye Lotepro Plus Lubric Eye Lubric Gel
Drops Drops Drops

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Mastguard Metadaxan Metalone Mirolast Eye Moxquin Eye
Eye/Nasal Eye/Ear Drops Drops Drops
Drops
Nispore Eye Timopress Eye Travast Travast Plus Xibrofen Eye
Drops Drops Drops
 Others
Amidol Renophos
 Otic Preparation
Clarizol Ear Drops Cliomet Ear Drops
 Respiratory
Ambolyt Aquaphen Arofil Azelast Budicort
Nebuliser
Budicort Nasal Cenolon Ipratop Lopadine Nasal Lutisone Nasal
Spray Spray Spray
Momeson Nasal Montair Mucolyt Purisal Purisal
Spray Nebuliser
Solution
Rynex Sudocof Sudorin Tomephen Windel
Windel Plus Xylo Plus
 Skeletal Muscle Relaxant
Flexifen Flexor Myolax Myolax Plus
 Skin
Apalene Betaderm N Betaderm Betamesal Clarizol
Ointment Ointment Lotion
Clindacin Clindacin lotion Clindacin Plus Dancel Doxiderm
Cream Gel Shampoo
Econate Econate Plus Elimate Cream Elimate Plus Eudrate
Fortison Kerasol Cream Lafrost Lutisone Momeson
Cream
Napguard Nispore Nyclobate Nyclobate NN Oroconazol
Spotclen Spotclen Plus Tacrolim Tazoskin Topicazole
Topicazole Plus Trego Ulticort Xenogrow
 Urological
Alfasin XR Prostacin Terazon Toltrex Urilax
 Vitamins and Minerals
Alneed Alneed Gold Alneed plus Aritone Z Aritone ZI
Calcicar Calvimax Cardivit Cavic C Cavic C Plus
Codcap Colitrol Evagren Folneed Inj. K MM
Inovit E Ocarnix Osteo D Precare Preneed CI
Proviten A-Z Proviten JR Proviten Silver Vitabion Vitagrow
Ziflu

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Product line
The following product forms are manufactured on site:
A. Sterile Products:
 Liquid dosage forms (LVP & SVP, Terminally sterilized and aseptically filled ampoule)
 Eye Drops
 Solid dosage forms (Solid fill, Dry vials and Freeze-Dried Products)
B. Non Sterile Products:
 Liquid dosage forms (Oral Liquid, Nasal Solution, Nasal Spray)
 Semisolid dosage forms (Creams, Ointments, Gels)
 Solid dosage forms (Tablets, Capsules, Powders, Granules)
C. Biological Products:
 Aseptically prepared injectables: Erythropoetin, Enoxaparin, Insulin, Insulin Glargine
(rDNA), Filgrastim
D. Cephalosporins (Dedicated manufacturing facility):
 Solid dosage forms (Tablets, Capsules, Powder)
 Sterile Powders (Aseptically filled vials)
Import 90%
Raw materials (main) 99.%%%≥
%%%%15
Domestic 10%
%55555
%%%≥%
%%%15
Major raw materials required for production
%55555
To produce different kinds of finished products, the local companies need more than 750 different
types of raw materials, 90% of which is imported. 40 different types of raw materials produced locally
at smaller quantity and the rest of Active Ingredients are imported. Main sources of raw materials
include Germany, Switzerland, Belgium, France, Italy, Denmark, Netherlands, UK, USA, UAE,
China, Taiwan, South Korea, Japan, Spain, and India. Recently, 4-5 API projects are under
implementation and once they are in commercial production, a significant percentage of raw material
requirements will be mitigated from local sources.

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Marketing management concept
Holistic marketing concept
Holistic marketing concept is based on development, design, and implementation of marketing
programs, processes, and activities that recognize their breadth and interdependencies.
Holistic marketing recognizes that "everything matters" with marketing and that a broad, integrated
perspective is necessary to attain the best solution.
Four main components of holistic marketing are:
1. Relationship marketing
2. Integrated marketing
3. Internal marketing
4. Socially responsible marketing.
In other words it is brining everything together.
Product design and style
Although product design varies from company to company, but the leading local and foreign
companies have certain standard on product designing that is acceptable to world market. They use
quality design of packs, strips, bottle cover etc.
Features:- Perish ability, Durable and Semi durable.
Brand name
20 July 2011
Incepta receives UK Medicines and Healthcare products Regulatory Agency (MHRA) GMP
certification
UK MHRA, the regulatory authority of England inspected the Zirabo plant of Incepta
Pharmaceuticals Ltd in February 2011. Incepta received the GMP approval certificate for its solid
dosage form facility on 20th July 2011 for its own formulated products allowing marketing in UK and
other European countries.
Incepta hold a very powerful brand name in our country. In present pharmaceutical industry incepta is
in number two:-
Top 5 pharmaceutical company:
1. SQUARE PHARMACEUTICALS LTD.
2. INCEPTA PHARMACEUTICALS LTD.
3. BEXIMCO PHARMACEUTICALS
4. OPSONIN PHARMA LTD.
5. ESKAYEF

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Service
Services are there at retailers‟ level. Expired unsold products are refunded at a certain percentage.
Loss and damages are also compensated depending on the quantity of medicine.
Sales 5 years
Year 2009 2008 2007 2006 2005
Domestic sales ( Thousand USD) 48.32 52.14 41.14 36.76 30
Export sales ( Thousand USD) 3020 3350 2428 450 -
Production utilization
Strength and capability of Incepta Pharmaceuticals Limited is now well established with strong
quality image in Bangladesh pharmaceutical market. It has its own manufacturing plant which is
WHO-GMP compliant and certified with approval from international organizations. Recently the
facility has got European “Certificate of GMP Compliance”. The pharmaceutical plant is located at
Zirabo, Savar about 35 kilometers from the capital city and is spread over the land of about 151,000
square feet area (approx.14,000 square meter) with a build-up total floor area of about 231,400 square
feet (approx.21,500 square meters) with state of the art manufacturing facilities. The plant
manufactures tablets, capsules, oral liquids and Injectables, nasal sprays, creams, ointments,
ophthalmic products, sachets, powder for oral suspensions, spray dried specialized dosage forms etc.
Cephalosporin group of products are manufactured in a completely separate building.

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Piece:-
Pricing approach
The prices of products under controlled category are determined by the government. The
manufacturing companies are allowed to propose the prices of the products that are under
decontrolled category and the approvals of these proposed prices are given by the government. Since
the local government strictly controls price of pharmaceutical products, there is a very negligible price
difference. The maximum retail-selling price of a product shall be just double the price of API plus
value added tax at 15% VAT. But, the price of raw materials is competitive which is fixed based on
international market situation. As Pharmaceutical manufacturers have to depend on imported raw
materials, increase in prices of raw materials internationally impact directly to the cost of production.
Pricing adjustment strategy
Product mix pricing strategy
Pricing strategy for new product
Since the government strictly controls price of pharmaceutical products, a new company should adopt
„shadow or indirect‟ pricing method.

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Place:-
Channel design
Incepta has its own large distribution network having 18 depots all over the country. They make the
products available in every single drug store of the country. The depots are located in Dhaka,
Chittagong, Rajshahi, Khulna, Sylhet, Barisal, Comilla, Noakhali, Mymensingh, Magura, Bogra,
Narayangonj, Rangpur, Dinajpur, Tangail, Jessor, Moulovibazar and Cox's Bazar.
Incepta market their p roducts in 37 countries of the world thourgh our distribution partners.
Channel strategy
Incepta has a large distribution network that covers the whole country and make products available in
every single drug store. The Distribution centers are located in 18 major cities across Bangladesh.
Products are supplied on a daily basis to all the major cities and towns of the country. Remote areas
are also supplied rhythmically to ensure timely availability of products to all customers.
There is a large fleet of transport including refrigerator trucks for supplying temperature sensitive
products to retail shops around the country. Cold chain system is employed to products which need
strict temperature control. Storage of these products are also maintained using refrigerators with back
up power supply to ensure maintenance of standardized environment.

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Inventory system
Keeping track of inventory is vitally important for any successful retail enterprise. Inventory systems
let you know when it is time to stock up on items that are running low and can also prevent you from
overselling products and then having to inform customers that their items are either unavailable or
must be backordered. Inventory systems can provide insight into which products are selling well and
which products are selling poorly.
Every drug manufacturing company has their own inventory system. Inventory mainly incurred in
three situations:-
1. Raw material inventory.
2. Work in process inventory.
3. Finish goods inventory.
Transportation
Every drug manufacturing company has their own transportation vehicles as like trucks, cargo trucks
etc.
Ware housing
The warehouse of Incepta is an enclosed building and protects the stored goods from environmental
influences. They are secured against fire by the design of the buildings and technical facilities. They
are secured against fire by the design of the buildings and technical facilities. The fire brigade facility
has access to enable appropriate fire fighting. The locking system of the stored goods ensures that the
access to the building is controlled.
There warehouse is equipped with four different storage conditions; a) 2oC – 8oC, b) 8oC – 15oC, c)
15oC -25oC, and d) ambient condition. There is specific quarantine and sampling areas with
dedicated separate storage location for cephalosporin, and steroids. Temperature sensing is equipped
with remote sensor technology.
There are controlled rooms with HVAC for specific materials and the conditions are monitored to
confirm compliance with the requirements. Also there is retention sample room.
The materials are stored in the warehouse by pallet racking. The status of materials and products is
controlled by colored status sticker.
The transaction of materials is done according to "first in first out" system. Accounting and storage is
maintained through SAP.
Select, motivate and evaluate the channel members

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Promotion:-
Tool
In Bangladesh, promotion of pharmaceutical products in the mass media is strictly prohibited. Market
and sales promotional activities are carried out by field level sales force. Every company has its own
sales at local and international level. Required transport facilities are given to the sales force in the
field to visit doctors, health care centers, hospitals and private practitioners.
Manufacturing companies can only promote their brands to the health professionals by personal
selling, clinical meetings, seminars, symposia etc. For promotion with printed promotional materials
like literatures, pads, posters, stickers etc, the manufacturing companies have to submit the same to
the drugs administration for approval and upon their clearance the companies can promote their
products using those promotional tools. According to the government regulation, the pharmacies /
chemists are entitled to get 16% retail margins on top of the trade prices of the products. Adequate
promotional materials are distributed to the practicing Doctors for their regular use. According to the
local laws, advertisement on products or brands is not allowed through any media. Product
advertisement can be published in the medical journals provided there is prior permission from the
concerned authority.
Trade promotion activities
Recently, as mentioned earlier, the Ministry of Commerce and Export Promotion Bureau in
collaboration with the sector association of pharmaceutical companies i.e. BAPI have taken special
initiative or program for export promotion of pharmaceutical sector. Activities like organizing trade
missions and group visits to international trade fairs, displaying pharmaceutical products in
Bangladesh pavilion abroad and organizing buyers/sellers meet are the now regularly organized by the
Ministry of Commerce and Export Promotion Bureau and the trade bodies including Federation of
Bangladesh Chambers and Commerce and Industry (FBCCI). Asia Pharma expo, and some other
events, studies, seminars, training are helping promoting trade. The Dhaka Chamber of Commerce &
Industry as one of the leading Chamber is organizing seminars, trainings and collaborating with other
pharmaceuticals associations.

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Conclusions
Bangladesh is one of the poorest countries in the world where about 80%4 of the population
are living below poverty level. So, „Malnutrition and Poor Health Conditions‟ exits. On the
contrary, the country is also developing day by day, per capita income is growing and the
purchasing power of the common people is increasing slowly but steadily. In 2007, the per
capita income is US$ 482, which was US$ 470 in 2005, GDP growth was 6.5%. The target of
GDP growth in 2007-08 is 7%. Since the population growth is still there and gradual increase
in health consciousness among mass people. All these factors have positive impact on the
demand of the pharmaceutical products. As a result, the demand for imported raw materials
will also be increased.
The pharmaceuticals sector is the second largest sector after agriculture that contributes to the
revenue generation of the Bangladesh Government. The sector has growth potentials both in
local and export market. There is an increasing trend in the export of pharmaceuticals that
indicates very good future prospects for the country.

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Annex XIII - Bangladesh Healthcare and Pharmaceutical Sector:
At A Glance

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REFERENCES
1. Bangladesh Economic Survey
2. Revised National Drug Policy
3. National Drug Policy 1982
4. Souvenir Publication on „Asia Pharma Expo
5. Annual Reports of Bangladesh Export Promotion Bureau
6. Annual Report of Bangladesh Association of Pharmaceutical Industries (BAPI)
7. Annual Reports of leading pharmaceuticals companies
8. Foreign Trade Statistics of Bangladesh: Bangladesh Bureau of Statistics.
9. Statistical Bulletin, Bangladesh Bureau of Statistics
10. Statistical Year Book of Bangladesh Bureau of Statistics
11. Annual Publication of Hamdard Laboratories (WAQF) Bangladesh.
12. Web site of ITC and other international trade promotion organizations
13. Publications of Quality and ISO Experts
14. Study reports on Pharmaceutical and herbal sector
15. News paper articles on Pharmaceutical sector
16. Publications of professionals in Pharmaceutical sector
17. Publications of Researchers in Pharmaceutical sector
18. 2006 Published by Directorate of Drug Administration in association with
Banagldesh Medical Association and Bangladesh Pharmaceutical Society27report
of BAPI
19.Medicinal Plant Marketing in Bangladesh prepared by IFC, World Bank , SDC
and SEDF
Source of collecting data: ( using internet)
http://www.pharma-info.com/sites/en/home.html
http://www.inceptapharma.com/our-growth.php
http://www.scribd.com/doc/39640083/Company-Profile-Incepta-Pharma
www.dhakachamber.com