At first of all we would like to thank Almighty Allah y the blessings of whom we are able to finalize this report. We would also like to acknowledge the efforts of following personnel as their kind coordination and cooperation really enabled us to compile this report. Tahir Ahmed , GM Sales Ahmed Bin Qasim – GM Marketing Athar Iqbal , Group Head Human Resources We would also like to thank our esteemed instructor Mr.Javed Mehmood who imparts us the core knowledge of Sales Management which is of great help in compiling this report.
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Over the years the operation expanded and during 1984 construction of a new factory started. On November 14, 1993, the company was converted into a Public Limited Company As a further milestone, during 1996 Ministry of Health, Islamabad, also allowed the manufacturing of Antibiotic products in a dedicated area constructed within SPL present manufacturing facility where production of some excellent antibiotic drugs is being carried out. During 1996 SPL also joined a limited group of Pharmaceutical Companies, which are allowed to manufacture semi-basic active raw material for pharmaceutical preparations in their manufacturing facilities.
Searle Today * Searle’s manufacturing facility conforms to the strictest requirements of GMP and employs systems and procedures of the highest standards to provide manufacturing, quality control, warehousing and physical distribution services to the company, medical profession and ultimate users. * The plant is being significantly expanded in all areas to cater for its ever expending manufacturing operations in future. * SPL is one of the leading pharmaceutical companies in Pakistan having two state-of-the art manufacturing facilities in Karachi and Lahore.
The manufacturing plants are the most modern in the country. The company has consistently invested heavily in new technologies and state-of-the-art equipment, which has been instrumental in improving plant efficiencies and curtailing manufacturing costs. * SPL has a fully developed and professional marketing operation divided into four separate business lines. The first line which deals with G. D. Searle, Grunenthal – Germany, Forest Laboratories U. K.
Limited, 3M – England, Orion Pharma – Finland, Lisapharma – Italy and SPL’s own developed products is headed by Director Marketing, Searle Pharma. * The second line deals with products licensed from Sanofi Aventis, as well as Menarini and SPL’s own developed products and is headed by Director Marketing Searle Pharma Division II. * The third line deals with Consumer items and is supervised by Group Brand Manager, Consumer Products. Fourth line deals with export business. International Business Division is headed by Senior Manager International Businesss. Searle enjoys an excellent reputation in the field of pharmaceuticals and health care products throughout the country and is recognized as a dedicated provider of quality healthcare products committed to research and development and its ethical and professional standards. * Searle is one of the largest national pharmaceutical companies of Pakistan.
As per 4th quarter 2008 of Pakistan Pharmaceutical Index (IMS) which is regarded as a reference publication by Pharmaceutical Industry, Searle corporate ranking is 11th in the Pakistan Pharmaceuticals market with a market share of 2. %. International Business International Business Division (IBD) of Searle Pakistan is growing at a fast pace. IBD is working on its objectives of establishing Searle products beyond the geographical boundaries of Pakistan. Adding new products to the portfolio, in most of the countries provides an opportunity to build on the base already established in those markets. In order to provide professional services to our customers in each market, number of employees is also increasing.
IBD team now comprises of more than 70 men and women from different nationalities based in Vietnam, Myanmar, Bangladesh, Sri Lanka, Afghanistan, Kyrgyzstan, Kazakhstan, Uzbekistan, Turkmenistan, Tajikistan, Azerbaijan, Kenya and Uganda. Representative offices have also been established and Country Business Managers / Sales Managers are based in most of these countries to closely monitor our business activities. Vision To lead in improving the Quality of human life Mission * Provide customers with the best possible products and services in the Healthcare and Consumer Industry.
Ever evolving in-step with the changing market place to maintain its leadership role. * A responsible corporate citizen contributing to society and protecting the environment. * Promotes team spirit among its employees while maintaining their individuality, in a culture where people are encouraged to think and strive to achieve their true potential The company employs around 800 permanent staff members including a dedicated sales force who call on doctors, pharmacists, retail outlets and wholesalers to promote the company’s products.
The hallmark of SPL’s success has been the highly motivated and well trained sales and marketing team which is consistently engaged in a wide variety of professional marketing activities including seminars, symposia, round table discussions, film shows and clinical trials. Searle is a Sales Driven Organization and medical representatives known as MIEs ( Medical Information Executives ) at Searle constitutes around more than 50 % of the total head count. Our Sales report is based on the Sales Management function of the organization catering 10 to 11 business lines and therefore we will be focusing on the sales management processes.
Pharmaceutical Product Life Cycle Pharmaceutical marketing activities depend largely on the stage in which a particular product is within the product lifecycle. Following represents a generic pharmaceutical product lifecycle. (Products may vary greatly and the lifecycle stages may not manifest uniformly for all products) 1. Introduction Stage: A new product is introduced to the physicians and either cures a disease in a different manner than existing therapies or is a totally new treatment in its own right. At this stage, sales future is uncertain and direct competition is very low.
The new product receives widespread acceptance from the medical community and number of competitors increase. Promotion activities at this stage focus on advocating their own brands and sales volumes increase. 3. Maturity Stage: The effectiveness of the product is well established at this stage and promotional activities focus on selling the product to large volume buyers. Competition on the product line reaches an all time high 4. Saturation Stage: The product is typically used for all indications it is found useful for at this stage.
A number of product variants such as dermatological, tablets, capsules etc. ppear and promotional activities focus on adding extra value. 5. Decline: Decline may or may not happen and is primarily caused by identification of certain areas where the product was thought to be effective but is not. Some competitors leave the market at this stage.
