Pharmaceutical Company

1. • A CASE STUDY
BY
SHAH KHALID

2. CONTENTS
INFORMATION ABOUT PHARMA MARKET IN PAKISTAN
SLOGAN , MISSION AND VISION OF THE COMPANY
HISTORY OF THE COMPANY
PRODUCTS CATEGORY AND PRODUCT NAMES
PRODUCT QUALITY POLICY AND ASSURANCE
MARKETING STRATEGY
SALES STATISICS
SWOT ANALYSIS
RECOMENDATION

3. WHAT IS MEDICINE ?
The science or practice of the diagnosis,
treatment, and prevention of disease (in
technical use often taken to exclude surgery)

4. PAKISTAN PHARMACEUTICALS MARKET
World Pharma Market Worth $300 Billion
 Pakistan Pharma Market Worth $6.4 Billion-
2% of World Total
30 MNCs and 400 national manufacturing
Units are operating in Pakistan
Share of MNC 45%
 Share of NCs is 55%
 Growth Rate 12% per annum

5. Top Companies in Pakistan
GSK-GlaxoSmithKline
 Pfizer
 Abbott
 Novartis
 Sanofi-Aventis
 Roche
Bayer
 Eli-Lilly
 Johnson & Johnson

6. Top National Companies
Getz
 Sami
 Hilton
 Bosch
 Highnoon
 Macter
 Searle
 Wilson
Saydon

7. SLOGAN, MISSION AND VISION OF
VISION: WE are dedicated to achieve a leading position in Pakistan
pharma market
MISSION: is committed to improving the quality of human life by
enabling people to do more, Feel them better and live a longer life
SLOGAN: We are proud to provide quality medicines

8. History
company was started by two real brothers and one 1st cousin in april 1996
They were first running a business of medicine company on the name of LAHORE
MEDICINE COMPANY
AT the start they were manufacturing only 3 products
Now they are manufacturing 121 products and have distributive channels in 38 cities
Out of these 121 products they export 45 products to Afghanistan , Srilnaka and Burma
Got ISO 9001:2000 Certificate in 2000
Operating in 38 major cities of the country
In 2007 they merge with Roryan Pharma in 2007 for the purpose of increasing the sales and
profit margin

9. MANAGEMENT
CEO & Director Marketing Mr. Sayed Muhammad Tariq ( BA)
Director Finance Mr. Sayed Muhammad Tahir ( MD)
Managing Director Mr. Sayed abdur Rehman (Bsc)
Marketing Manager Mr. Faiz Ullah (BBA)
Marketing Operations Manager Mr. Nadeem Hassan (B.PHARM.MBA)
Product Manager Mr. Shah Jahan ( B. pharm. M.phil)
Quality Control Manager Mr. Feroz Shah ( Msc. Chemistry)
Finance Manager Mr. Alam Zaib Khan ( MBA Finance)

10. PRODUCTS CATOGRIES
Tablets, Dry Suspension Capsules , Injections Drops

11. PRODUCTS TO CONCERN CATEGORY
Tablets, Capsules Drops Injections Dry suspension
Exact
PFX
Riget
Qindon
Spox
Moxidon
AG-Drox
ERI
Ketor
Saydazol
Saydetron
Volfen
Riget
Qindon
Ceftop
. GEO
Cefwell
Cefzar
Sydocef
Safme
Sayzon
Suloron
Kimsay
Tobradon
AG-Drox
Bsadox
Azores
No-Fung
Ketonel
Celadon
OSYD
Losyd
Ul-Some
Celecob
Clara
AG-Cin
AG-Clor
. Riget
AG-Ceph
Clara
Azores
Ridmal
Ridmal
. A-Sec
AG-Cin
AG-Fix

12. DISTRIBUTERS CITIES
 ABBOTABAD
 BAHAWALNAGAR
 BANNU, BAKKAR
 BURWALA,
 D.G. KHAN
 D.I. KHAN
 DIR,
 FAISALABAD
 GILGIT,
 JACOBABAD
 HYDERABAD
 JHUNG
 JHELUM
 KANDHKOT
 KANDIARO
 KASHMOR
 KOHAT,KASUR
 KOTLI,
 LAHORE
 LAYYAH

13. DISTRIBUTERS CITIES
MARDAN
 MINGORA
 MIRPUR KHAS
 PESHAWAR
 MULTAN
 QUETTA
 R.Y. KHAN
RAWALPINDI
 SARGODHA
 SHAHDADKOT
, SHEIKHUPURA
 SUKKAR
THULL
 T.T. SINGH
 TEMERGARA

14. PRODUCTS FOR CONCERN DISEASE
QUINOLONES Antibiotic
CEPHALOSPORINS Antibiotic
TETRACYCLINES Antibiotic
MACROLIDES Antibiotic
AMINOGLYCOSIDES Antibiotic
ANTI-TUBERCULOSIS Antibiotic
ANTI-FUNGALS Antibiotic

15. PRODUCTS FOR CONCERN DISEASE
ANTI-PROTOZOALS & ANTI-HELMINTICS Malaria & Leshmania
SULPHONAMIDES &TRIMETHOPRIM Antibiotic
ANALGESICS & ANTI-PYRETICS pain & fever
MUSCLE RELAXANTS Spasm/ muscle pain
ANTI-HAEMORRHAGIC Blood clotting
ANTI-ULCERS peptic ulcer
ANTI-MALARIALS Malaria

16. PRODUCTS FOR CONCERN DISEASE
TRANQUILLISERS / SEDATIVES / HYPONOTICS fits/seizure/insomnia
ANTI-DEPRESSENT depression
ANTI-PSYCHOTICS psychotic disorder
WATER FOR INJECTION sterile water
CALCIUM & VITAMIN C multi vitamin

17. PRODUCT QUALITY
ISO 9001:2000 Certificate in 2000
Saydon products are approved by DAR , USFDA
Full compliance to Good Manufacturing Practice (GMP) and
Good Laboratory Practice (GLP)
Equipment, process and utilities validation
 Vendors auditing and approval (ISO certified)
Standard Operating Procedures based on USFDA and EU
guidelines.
 Continuous training and upgrading the knowledge of quality
observance.
 Internal Audit of the plant
Quality Assurance

18. PRODUCT QUALITY
Quality Policy
Manufacturing effective medicines in accordance
with GMP.(Good Manufacturing Practice)
Continuous improvements in human resources,
processes and system through team effort and mutual
respect.
Customer satisfaction and ensuring the on time
availability of quality medicines through strong
marketing and distribution network.

19. PRODUCT QUALITY
Quality Concept
Manpower
Machines
Materials
Environment
Documentation

20. On Field Marketing
One to one Detailing to HCPs by Medical Rep
through When, Why, How
 Give Samples/starter packs to Drs
Give Items of Medical Utility for promotion
 Participation in International and National
Conferences
 Clinical Meetings
Educational Programs for Drs.
Sponsorship in Conferences and Seminars
 Economical Gifts like Pen, Torch, Tissue paper

21. Unethical Practices by Saydon
Jewelry
 Furniture/Fixture
 Office Equipment
 Expensive Electronic Items
Expensive Gifts
Vacation Packages
Local and Foreign Trips
Renovation of Clinic
Expensive Gifts
Expensive Lunch/Dinner

22. MARKETING STRATEGY

23. Market Segmentation

24. Sales statistics of Saydon
Half year sales Saydon sales in
(millions Rupees)
Roryan sales in (millions Rupees) Total sales of Saydon after
merging with Roryan pharma in
(millions Rupees)
Total profit of Saydon pharma in
(millions Rupees)
Total profit percentage of Saydon
pharma
1 jan-30 june 2003 60 60 12 20
1 july – 31 dec 2003 62 62 12.5 20
1 jan-30 june 2004 72 72 18 25
1 july – dec 31 2004 65 65 16.5 25
1 jan-30 june 2005 76 76 19 25
1 july-31 dec 2005 77 77 19.25 25
1 jan-30 june 2006 76 76 22.8 30
1 july- 31 dec 2006 80 80 24 30
1 jan -30 june 2007 70 23 93 18.6 20
1 july -31 dec 2007 72 25 97 19.4 20
1 jan-june 2008 70 23 93 18.6 20
1 july-31 dec 2008 70 25 95 19 20

25. TWO QUESTIONS WERED ASKED FROM THE MARKETING,
FINANCE AND PRODUCTION MANAGERS
Q 1: What was the reason that instead of making further
investment in saydon pharma you preferred to make
investment another pharmaceutical company of same
status.?
Q 2: Your profit from Roryan is not according to your
expectation & satisfaction , would you like to make further
investment for obtaining the required result?

27. STRENGTH
 Strong financial Position
Strong distribution network
 Best research based NCs in Pakistan
 High Quality research Products according to GMP
USFDA and ISO
 Top company in Antibiotic segments
 Enjoying customer’s faith
 Strong , Qualified, Trained Team

28. WEAKNESSES
Beaurocratic Style of Management
 Lack of Strong Controlling System
Limited Field Force in Specialty Groups
 Frequent Shortages of Products

29. OPPORTUNITY
New research Molecules to be launched
 Manufacturing seasonal and stomach disease, syrups
for different disease
Globalization
 Emerging market of Vaccine
 Growth oriented FMCG Group like steroids

30. THREATS
Uncertain rules and regulations of Govt.
 No Patent Law/protection in Pakistan
 Increasing Inflation and value of US-$
 Increasing Competition by National Cos
 Large Field Force of National companies

31. RECOMMENDATION
Identification of new products and assesses the market
potential
CSR activity
Training of Sales field force.
Conduct pre-launch studies and feasibility studies