This document summarizes an internship report on territory management for GSK Consumer Healthcare in Bangladesh. It includes: 1) An overview of the internship program phases including understanding the territory officer role, daily activities like sales follow-ups, and assignments to increase productivity. 2) An analysis of survey data from 85 chemist outlets on obstacles to selling Sensodyne toothpaste, finding issues like high price and availability of counterfeit products. 3) Recommendations to expand the Sensodyne market such as emphasizing the sales approach, improving the display program, offering a higher profit margin, and introducing a Sensodyne Man promotional drive.

2. Raad Muzahid
ID: 1610935145
Department of Marketing
University of Rajshahi

3.  DO MORE
 FEEL BETTER
 LIVE LONGER

4. Values of GSK
• Transparency
• Consumer First
• Respect For People
• Integrity

5. • Pharmaceutical
• Vaccine
• Consumer Healthcare
Global Business

6. HFD OHC
IPD FOOD
Consumer Healthcare

7. Category Brand SKU Trade Margin
HFD  Horlicks
 Boost
 Maltova
 18gm, 250gm, 550g (Jar+BIB),
1050gm, Junior (Jar+BIB),
Chocolate, Mother, Women’s,
Lite, Horlicks Growth Plus
 Boost 400gm BIB
 Maltova 400gm BIB
5% except 18gm sachet
10% for Horlicks 18gm sachet
IPD  Glaxose D Non
Flavored
 Glaxose D
Flavored
 25gm, 75gm, 200gm, 400gm
 250gm
8%
OHC  Sensodyne
Toothpaste
 Sensodyne
Toothbrush
 ENO
 40gm, 70gm, 130gm, Rapid
Relief, Deep Clean
 Single, 2+1
 Box
12.5% for toothpaste
25% for toothbrush
25% for ENO
Product Description of Consumer Healthcare

8. Mutual Food Product Limited
Base D (4.6%) Super D (2%)
Sub D (4.6%)
Distribution Way

9. Taj Store
• 42 beats
• 7 DSRs & 7 DM
• Total outlets 2143
• PD outlets 110
• Sensodyne outlets 58

10. Distribution Channel
Wet Market Chanel General Store Cosmetics Channel Chemist Channel
Wholesale Channel Tong Channel HORECA Fruit Channel

11. Report
preparation
and
presentation
Phase 4
Different
assignment as
per the
direction of
TO and AM
Phase 3
Market visit to
understand the
sales process,
activities,
norms, market
pulse etc. with
the DSR
Phase 2
Understanding
the duties and
responsibilitie
s of Territory
Officer by
following TO
induction
module
Phase 1
The Internship Program Plan

12. Role of Territory Officer
• Ensuring of product availability and visibility
• Achieving primary and secondary sales
target.
• Stock Management
• Distribution Management
• Claim Management
• Daily Activities
• Find potential outlets

13. Daily
Activities
Kick off
meeting
Sales
follow up
Market
visit
DSR
follow up
Evening
follow up
meeting
Next
priority
Kick off meeting
Target vs Achievement
Distribution
drive
Problem
identification
& solution
Productivity,
ECO, TLS
Target gap &
Asking rate
Daily Activities of TO

14. GSK Way of Selling
• Winning Formula
• PASSION Call
• Range selling

15. Wining
Formula
Chasing
minimum
60%
productivity
Following
PASSION call
Carrying
product
sample
Using
product
detailer
Spending
average 5
minutes in
each outlets.

16. Planning
Approach
Store
Check
Sells and
Secure
In Store
Merchandise
Order and
Deliver
Newness
PASSION Call

17. Some Key Terms
Productive Call Productivity TLS = Total Line
Sold
LPC = Line Per
Call
Schedule Call ECO = Effective
Coverage Order

18. Performed activities during market visit
• Ensuring the visibility & availability of products
• Ensuring sales call at all outlets
• Emphasizing on covering all SKU
• Communication with retailers
• Conflict handling
• Concentration on PD outlets
• Try to find potential outlets
• Emphasizing on Newness

19. Internship
Program:
Assignments
• Increasing Productivity, ECO &
TLS
 Covering all outlets
 Covering all SKUs
 Store checking properly
 Emphasize on visibility
 Emphasize on potential outlets
 Emphasize on business conflict

20. Assignment: Obstacles & Opportunities for
Sensodyne at Chemist Outlets
• A questionnaire is
prepared with the
supervision of AM.
Preparing
Questionnaire
• Data has been
collected from 85
chemist outlets from 7
different beats at
Rajshahi city.
Data Collection
through
questionnaire • Analyzing the data to
figure out the
obstacles &
opportunities for
Sensodyne at chemist
outlets.
Data analysis

21. Presence of Sensodyne at Chemist Outlets.
Question: Does Sensodyne of gsk
Bangladesh present at your outlet?
• Total surveyed outlets: 85
• Presence: 52
• Absent: 33
61%
39%
Presence of Sensodyne at Chemist
Outlets
Presence of
Sensodyne
Absence of
Sensodye

22. 49%
33%
6%
3%
9%
High Price, Low Profit
Not interested for being complicated
New outlet, concentrate on medicine
Very low communication
Not interested for being available of counterfeit products
Reason
behind not
selling
Sensodyne

23. Status of all SKUs at Sensodyne selling outlets
Question: Are all SKU of
Sensodyne present at your outlet?
• Sample: Sensodyne selling outlets-52
• Keeping all SKU: 29
• Not keeping all SKU: 23
56%
44%
Status of all SKUs at Sensodyne selling
outlets
Keeping all SKU
of Sensodyne
Not Keeping all
SKU of
Sensodyne

24. 35%
26%
39%
CP & small ask more
CP asks more
Counterfeit products are available
Reason behind
not keeping all
SKUs of
Sensodyne

25. Tendency of DSRs in Sensodyne selling & not selling chemist
outlets
100%
DSRs go to outlets every week
1
58%
42%
DSRs don't go
DSRs go to
the outlets
In case of Sensodyne selling outlets In case of Sensodyne not selling outlets

26. 59%
41% Not receiving the prescription of
sensodyne frequently
receiving the prescription of
sensodyne but not equivalent to
mediplus
The prescription
ratio of Sensodyne
at chemist outlets

27. 75%
25%
DSRs don’t carry sample
DSRs carry sample only in case of new CP
products
Tendency
of DSRs in
carrying
sample of
Sensodyne

28. 33%
60%
7%
Satisfied by profit margin
aren't satisfied by profit margin
No idea
The satisfactory
level of retailers
by profit margin

29. 66%
34%
Don’t keep counterfeit sensodyne
keep counterfeit sensodyne
Status of counterfeit
Sensodyne at chemist
outlets

30. 22%
78%
Clear enough about sensodyne display program
don’t Clear enough about sensodyne display program
Idea about
Sensodyne
display
program
among the
retailers

31. 74%
26%
Mediplus provides more TP than
Sensodyne
No Idea
Reason behind keeping
Mediplus at a large scale

32. 7%
2%
51%
9%
9%
8%
14%
Decreasing the MRP
Making more and effective
communication
A slight more profit
Should be introduced sample
products for the retailer
Display program should be initiated
monthly
CP should be available more as price
high
No Idea

33. Obstacles & Opportunities
• High Price, Low profit
• Counterfeit products
• Intentional facts
• Prescription ratio
• Not selling outlets
• Not keeping all SKU outlets
• Display program
• Clock dispenser

34. Recommendation for expanding the market of Sensodyne
SensodyneMan
 Emphasizing on winning
formula
 Emphasizing on Sensodyne
display program
 Increasing the profit margin
slightly
 Introducing Sensodyne Man
Drive

35. THANK YOU