116th Anniversary: Feedback

INTRODUCTIONProblem Definition

The objective is to determine the feedback of the attendees and ascertain the probable areas for improvement

Research DesignQuestionnaire-Personal Interviews

Data AnalysisGiven in subsequent slides

Survey Questions

31; 26%

89; 74%

Respondents who attended 115TH ANNIVERSARY

Attended Not Attended

Survey Questions

99; 83%

8; 7%

12; 10%

Preferred Event

Lecture Award Function Nothing Specific

INFERENCE: Most of the respondents have appreciated guest lectures and have asked for additional related events such as case discussions and research papers. The slot for the same can hence be increased !

Survey Questions

23%

18%

11%12%

36%

Product PreferenceAAK Bilagyl Vanari Makar/gulkand Others

INFERENCE: AAKs have come out to be the most appreciated product (23%) closely followed by Bilagyl (18%)

Survey Questions

30%

24%22%

2924%

Years of Association with Sandu

less than 5 5-10 yrs10-20 yrs more than 20 yrs

INFERENCE: As per discussion, the criteria of invitation was the amount of customer base developed with the support of the concerned doctor. Hence, we can see that the doctors who have an average association of 10 years are the potential area where we work can be done

Survey Questions

20; 17%

70; 58%

16; 13%

10; 8% 4; 3%

Salesperson visit Frequency (per month)

Less than 1 1 2more than 2 Need based

INFERENCE: Average frequency of the visit is one per month. The critical details derived out of this have been defined later in the presentation

Sales and Marketing Inference

109; 91%

11; 9%

Customer SatisfactionSatisfied Not-Satisfied

Sales and Marketing Inference8 out of the 20 customers who have frequency of <1 per

month identified themselves as NOT Satisfied with the servicesInference:

40% respondents consider sales person visits to be critical. Hence the focus should be on improving the visit frequency.

An alternative can be maintaining contact with these people through e-mail or phone

The list of these respondents has been given as a printout

 

Sales and Marketing Inference13 out of 20 customers who have frequency of <1 per month

have association of less than 5 years with Sandu PharmaInference:

Regular updation of the new customer base added needs to be done and the same should be communicated to them.

A possible way of doing is to prepare an excel file of all the customers that the firm presently has. All updates should be made to this file

The file should also include the areas these customers are based in This way individual sales person will have the idea about clients in

his/her area

Suggestion for the Function26% of the respondents had attended the 115th anniversary

function.100% of them were happy with the arrangements this year

citing the reasons as:Easy and less time consuming registrationOverall organization of the function

Suggestion for the FunctionSome suggestions given are as under:

More lectures by Experts should be includedResearch paper presentation and case discussion should be

includedAwards should also be given to females who have excelled

in the field Some of the participants could not understand the

proceeding as they were predominantly in Marathi. (Special request by Dr. Ravindra Vatsyayan)

Future course of ActionIn order to obtain a more detailed feedback, the following

strategy can be implementedE-mails of the customers can be obtained by the Sales Force at

the time of visitAlternative to this can be to obtain the e-mails at the time of

registrationThese e-mails can be used to contact the doctors/distributors

after the event so that constant communication can be maintained without employing extra man-power

Also, it was observed that many respondents preferred to have the feedback form mailed to them so that they may take time and respond later

The report has been prepared based on the feedback obtained from 120 respondents.

10 responses have been discarded owing to incomplete information

The time provided for carrying out the process was less. The same could have been extended by collecting e-mail ids of

all present and asking for a feedback later. This would have increased the accuracy of the analysis due to increased sample size

Limitations