IV B.PHARMACY (VIII - SEMESTER). PHARMACEUTICAL MARKETING.

1. PHARMACEUTICAL
INDUSTRIAL
MANAGEMENT
BY
BALASUNDARESAN M

2. CONTENTS
• ENTREPRENEURSHIP DEVELOPMENT
• OPERATIVE MANAGEMENT
• PRINCIPLE OF MANAGEMENT
• SCIENTIFIC MANAGEMENT
• MARKETING RESEARCH

3. Entrepreneurship
development
Definition
Entrepreneurship is neither a science nor a
art. It is a practice. It is not just about
making money. It is all about imagination,
flexibility, creativity, willingness to think
conceptually, readiness to take risk.
• The word is derived from the French word
‘entreprendre’ which means ‘undertakers’.
• The word referred to those who undertook
the risk of starting a new enterprise

4. STAGES OF
ENTREPRENEURSHIP
Fundamentally there are five (often overlapping) stages:
1.Discovery: In which the entrepreneur generates ideas,
recognizes opportunities, and determines the feasibility of
ideas, markets, and ventures;
2.Concept development: In which the entrepreneur plans
the venture, identifies needed resources using a business
plan, and identifies strategies for penetrating markets or
protecting intellectual property;
3.Resourcing: In which the entrepreneur identifies and acquires
the financial, human, and capital resources needed for the
venture start- up,
4. Actualization: In which the entrepreneur operates the venture
and
utilizes resources to achieve its goals and objectives
5.Harvesting: In which the entrepreneur decides on the
venture’s growth, development, or even demise.

5. BENEFITS OF
ENTREPRENEURSHIP
• Opportunity of huge personal financial gain.
• Scope of high order of Job satisfaction,
sense of achievement, self employment.
• Generation of employment / income for
others.
• Contribution to overall growth in the
region/ nation /world
• Encourages higher quality products.
• Development of new products and markets.

6. OPERTIVE MANAGEMENT
• Operations management is defined as the,
and improvement of the system design,
operations that create and deliver the
firm’s primary products and services

7. Importance of management
Operations
Management
Business
Education/ Career
Opportunities
Systematic
Approach to Org.
Processes
Increase
Competitive
Advantage/Survival
Cross-
Functional
Applications
3

8. Operations
Strategy
Customer Needs
Corporate Strategy
Operations Strategy
Decisions on
Processes and
Infrastructure
Example
Strategy Process
More Product
Increase Org. Size
Increase Production Capacity
Build New Factory

9. PRINCIPLE OF MANAGEMENT
• Management is a science. Management
has to perform a number of functions,
such as planning, organizing,
coordinating, directing, control ling, etc.,
for the purpose of achieving its objectives
• The principles of management are
statements of fundamental facts. These
principles serve as guidelines for
decisions and actions of managers

10. Need of principle of management
• 1. To increase efficiency
• 2. To highlight the true nature of
management
• 3. To aid in the training of managers
• 4. To improve research
• 5. To attain social goals

11. SCIENTIFIC MANAGEMENT
• Various thinkers have contributed to the
development of modern management.
F.W. Taylor and Henry Fayol are two
outstanding names in the field of
management.
• According to F.W.Taylor, ‘Scientific
management means knowing exactly what
you want men to do and seeing that they
do it in the best and the cheapest way’.

12. • His philosophy of scientific
management is based upon the
following principles:
• 1. Development of true science for each
element of work
• 2. Scientific selection, training and
development of workers
• 3. Close cooperation between workers
and management
• 4. Equal division of work and responsibility
• 5. Maximum prosperity for both the
employers and the employees
• 6. Mental revolution

13. HENRY FAYOL’S PRINCIPLES
OF MANAGEMENT
• Henry Fayol was a French industrialist. He
classified all business activities into six
categories.
• 1. Technical (production or manufacturing)
• 2. Commercial (buying, selling and exchange)
• 3. Financial (search for optimum use of capital)
• 4. Security (protection of property and people)
• 5. Accounting
• 6. Managerial

14. • According to Fayol, the first five groups of
activities are quite well known and
therefore, he concentrated his attention
on the analysis of the sixth group, i.e.
managerial activities. Fayol suggested
the following 14 principles of
management in order to make the job of
managing more effective:
• 1. Division of work
• 2. Authority and responsibility
• 3. Discipline
• 4. Unity of command

15. • 5. Unity of direction
• 6. Subordination of individual interest to
general interest
• 7. Remuneration of personnel
• 8. Centralization and decentralization
• 9. Scalar chain
• 10. Order
• 11. Equity
• 12. Stability of tenure of personnel
• 13. Initiative
• 14. Esprit de corps

16. MARKETING RESEARCH
• Definition-
• Marketing research is the collection,
summary and analysis of the data
regarding the goods and services so that
the behaviour of the consumers may be
understood and maximum satisfaction
may be provided to them.

17. SCOPE OF MARKETING RESEARCH
• The scope of marketing research is very
wide.
• The scope of marketing research
may be explained as follows:
• 1. Research of products and services
• 2. Research on markets
• 3. Research on sales methods and
policies
• 4. Advertising research
• 5. Research on miscellaneous activities

18. ADVANTAGES OR IMPORTANCE OF
MARKETING RESEARCH
• Production of New Products
• New Uses of Products
• Important Information About Customers
• Selection of the Channels of
Distribution
• Existence in Competitive Situation
• Knowledge of Demand
• Planned Production
• Improvement in the Quality of Products
• Discovery of Potential Markets

19. TYPES OF MARKETING RESEARCH
• Product Analysis-Product analysis is a detailed
and a thorough study of the popularity of
products among consumers of an enterprise
• Market Analysis-Market analysis is the
study of markets available for a particular
product of an enterprise.
• Distribution Analysis-Distribution analysis is
related with the analysis of different problems
related to the physical distribution of goods and
services, such as storage, transportation,
advertisement, sales promotion, pricing policy,
etc.

20. • Competition Analysis-Competition analysis
is the analysis of the competitive situations
prevailing in the market.
• Consumer Research-Consumer research
is the research on the present and the
potential consumer of the enterprise.
• Sales Analysis-Sales analysis is an
important tool to measure the effectiveness
of the sales organization of an enterprise.
• Motivational Research-Motivational
research is the study of the reaction of
consumers or society towards the products
of an enterprise or the enterprise itself.

21. • Advertisement Research-The
evaluation of the effectiveness of
advertising programmes and sales
promotion campaign is much more
important. Advertising research
undertakes this responsibility.

22. NEED OF MARKETING
RESEARCH
• Marketing research is not only desirable but has
become a necessity of all the business and
industrial enterprises of today.
• Market research is necessary in the
following conditions:
• 1. When a new product is to be launched into
the market
• 2. When adequate data are not available with
respect to the demand of a product
• 3. When there are fast changes in the habits,
tastes and attitudes of the consumers
• 4. When there are fast changes in fashion

23. • 5. When the sale of a particular enterprise
goes on declining
• 6. When adequate data is not available about
the consumers of a particular group
• 7. When adequate data is not available
about a particular market segment
• 8. When the data of consumer reactions to
the packing or utility or price of a product
are to be collected
• 9. When the effectiveness of an
advertising campaign is to be
evaluated
• 10. When the possibilities of developing a
new products are to be explored

24. MEASURING AND FORECASTING
MARKET DEMAND
• Market measuring and forecasting
requires an analysis of the market with an
aim of expressing it in quantitative
(numeric) quantities both present and in
the future

25. Measuring Current Market
Demand
• Marketers will want to estimate three
different aspects of current market
demand
o Total market demand
o Area market demand
o Actual sales and market shares

26. Estimating Total market
demand
• The total market demand for a product
or service is the total volume that
would be bought by a defined
consumer group in a defined
geographic area in a defined time
period in a defined marketing
environment under a defined level and
mix of industry marketing effort