internship report pharma company

8/11/2019 Internship Report Pharma Company

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Marketing Management MBA Medipure Pharmaceuticals

Marketing Practices (Direct Marketing,Web Marketing)

AtMedipure Pharmaceuticals Hyderabad

A SUMMER INTERNSHIP REPORT

Submitted in partial fulfillment for the award of the degree

Of

MASTER OF BUSINESS ADMINISTRATION

By

D.KOUSHIK CHAITHANYA

ROLLNO.138915

Under the guidance of

Mr.Kiran,ManagerMedipure Pharmaeuticals

SCHOOL OF MANAGEMENT,NIT

An Institute of National Importance

Warangal506004 (AP)


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EXECUTIVESUMMARY

The internship Program in MBA is very beneficial to have practical

exposure of how things really operate in market. Being a student who

wants to make a mark in marketing field, the best place to gain

practical understanding of marketing is to do internship in the

marketing department of Pharmaceutical Industry which can be

regarded as one of the most dynamic industry in India. I completed

the internship with Medipure Pharmaceuticals India Ltd. which is

recognised as the fastest growing pharmaceutical Company by

ORG-IMS (March 2007). I am proud to work as an intern with

Medipure Pharma and this experience will surely help me in my

future assignments as a marketing professional. The absolute guidance

and concern of higher management, perfect working environment with

immense cooperation of the staff of all departments especially the

marketing department facilitated in making my internship a wonderful

learning experience in all aspects.

Internship duration offered to me was two months and was based on

marketing projects. Through these projects, I was able to get direct

interaction with different Chemists along with staff of Finance,

Marketing,Procurement,Logistics,Administration and Human resources

departments of Medipure Pharma.


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COMPANY PROFILE

Medipure Pharmaceuticals brings novel prescription medicines to market,

providing patients with serious conditions, valuable solutions making a real

difference to their quality of life. Through rapid cost-effective product

development, addressing market needs, and establishing strategic partnerships,

we seek to maximize the value of our products.

To achieve our company objective, it is essential to maintain a leading position

in the field of Cannabinoid science and in the research, development and

commercialization of Cannabinoid molecules as novel prescription

pharmaceutical therapeutic candidates.

Medipure is dedicated to physician education through the support and co-

development of multi-centered clinical trials with physician groups in the key

fields of:Oncology,

Dermatology,

Neurology, and

Rheumatology.

With solid evidence supporting effectiveness and safety, Medipure is focused

on developing a line of medications and derivatives to satisfy physicianrequirements with specific dosages and associated efficacies clearly defined.

As part of a new, innovative company with plans to go public, you can look

forward to receiving a competitive salary. Plus, for your significant

contributions to the company, you will also receive stock options.


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VALUES

Creativity leads to innovation which lays the foundation for success.

Innovative and updated technology to produce the best qualityproducts.

Utmost care for employees, customers and the society we live in.

Respect the employees and their contributions at workplace.

Committed to the highest standards of ethics and integrity.

Teamwork is the lifeblood of the organization.

Trust in the relationships with clients.


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COMPANYS BUSINESS DIVISIONS

Medipure Pharmaceuticals India ltd. Head office is at Hyderabad where

production is done for Exports whereas exports are done for domestic

market.

Different departments working in the head office are

1. Marketing and Sales

2. Human Resources

3. Financial Accounting & Revenue Assurance

4. Administration

5. Procurement & Logistics

6. Quality Control

7. Quality Assurance

8. International Business (Exports)

9. Information Technology


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COMPANYS MARKETING & DISTRIBUTION:

Medipure follows push strategy with robust distribution system

as follows:

The sale generated by company to distributor is termed as Primary

sales.

Medipure doesnt believe in advertisement. It has aggressive andvibrant field force to promote their products in the market especiallyto stockiest, retailers as follows:

The sale generated via this channel is termed as Secondary sales.


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COMPANYS FINANCIAL STRUCTURE:

Company has not borrowed funds from anywhere it has its ownfunds. Company is not listed in the market so it has not issuedshares, debentures, etc.

Companys credit policy:

Net 45-60 days for its distributors

Customers:

Internal customers: for an HR Companysemployees are itsinternal customers.Medipure has approx. 500 employees.WorkTimings for Blue collar employees: 8a.m-5p.mWorkTimings for White collar employees: 9a.m-6p.m


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External customers:

Domestic market (Indian stockists, retailers)

Competitors:

Cipla

Cadilla

Mankind

Lupin

Ind-swiftIntas

Zenlab

Glimpse of Technology:

WHO GMP certified company

Knowledge Driven Organization.

Recognized Export House Certificate

India

awarded by President of

Fully-equipped Quality Control and Quality Assurance

departments to ensure Drug safety

Pharmasuite software used to maintain the records.


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Swot Analysis of Indian Pharmaceutical Industry

Strength Weakness

Low cost of raw material

(API) forproduction.

Large pool of installed

capacities with skilled

manpower.

Efficient technologies forlarge number of Generics.

Large pool of increasingliberalization of government

Very low R&D facilities.

Fragmentation of installed

capacities.

Low technology level of CapitalGoods of this section.

Non-availability of majorintermediaries for bulk drugs.

Lack of experience to exploit

efficiently the new patentregime.

Low level of strategic planning

for future and also fortechnology forecasting.

Opportunities Threats

Growth in the emerging

branded generic market

Growing incomes.

Growing attention for

health.

New therapy approaches.New delivery systems.

Spreading attitude for soft

medication (OTC drugs).

Spreading use of GenericDrugs.

Easier international trading.

Stiff Competition both from localas well as global playersparticularly from genericproducts.

Increased due diligence and

action on default compliance withstandards

High Cost of discovering new

products and fewer discoveries.

Stricter registration procedures.

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Marketing Management MBA Medipure Pharmaceutica

TASKS STRATEGY ACHIEVEMENTS

To know about companyand its products thoroughly.

Neither formal inductionprogram nor company websitewas in operation so I collected

the information from differentEmployees of diff. departments.

Successfully learntabout company andits products.

finding out Leading market

players and competitors of

Medipure pharmaceuticals

in Generics.

Collected data from both internal

sources (Employees) and

External sources (Leading

Chemists, Retailers).

Successfullyprepared the reporton time.

To analyse the Exports

sales and find out top

selling brands and theircontribution in total sales.

comparative analysis of sectionwise sales.

Successfullycompleted the task

on time.

To prepare new updatedproduct list for Export inMs-Excel by taking details

from every division.

To enrich the Export productwidth with outstanding

performing domestic products

Successfullycompleted the taskon time.

To find out the marketpotential (total sales permonth) of Contraceptive

pills, sanitary napkins.

To know the both customer anddistributors expectation ifcompany launches such products.

Successfullycompleted the taskon time

To find out the leadingmarket players of Vit. E(200,400mg) along withtheir sales, MRP and PackSizes.

To know whether the product is aOTC or Prescribed anddistributors expectation ifcompany launches such product

Successfullycompleted the taskon time.


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CONSTRAINTS:

1. Found a little bit difficulty initially in meeting with the company guide to

get the assignments due to his busy schedule.

2. Company didnt want to involve trainees in their business directly.

3. Most of the chemist s doesnt provide their Sales information easily.

Strategy adopted:

1. Strictly follow work-timings from 9:00 a. m to 6:00 p.m.

2. Zeal to learn from existing employees.

3. Passion & Dedication towards work to prove myself.

4. Cooperation and assistance to other employees in their work.

5. Effective Communication and presentation skills.

6. Started sending professional-mails to get the assignments and submissionof reports of the tasks thus making them (Company guide, Chemists and

Retailers) aware the significance of this project in our professional life.


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CRITICAL ANALYSIS

On the period of internship I observed Job Descriptions and Responsibilities of the

employees were Multi-tasking. The environment of the workplace is entirely different

from the concepts which I studied in books. So I found that to survive in the cut-throat

competitive era we need to develop multi-tasking skills along with dynamic personality

and strong communication skills.


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CONCLUSION

1) Company should discard the idea of Contraceptive pills and Sanitarynapkins.

2) Company should go for Automatic vending machines for safety usesat leadingchemist stores, Bus stand, Railway station, etc. despite of the fact that it involvescomparatively higher capital involvement initially.

3) Vitamin E product mostly (90%) runs on Dr.s prescription whereas OTC sale is

negligible (1-2 boxes per month).

4) Only 400mg capsule is in demand whereas it is not available in other forms like

as liquid etc.

5) Medipure should capture this opportunity as there are not many players in thissegment. In my opinion Tentative MRP along with Brand Name is:

Company BrandName Pack size MRPDistributor'sprice

Stockist'sprice

Medipure Evit Strip(10cap.) 50 12.5 15

6) Company should go for strip packing as generally Dr. doesnt prescribemedicine for 30 days so it makes it difficult to go with glass bottle. Moreover

strip can be sold in open or loose form this increases sales comparatively.


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Recommendations:

There are few recommendations from my side which can be beneficial for the company

are:-

Employees should be trained according to the changing standards of the

organization.

Company should conduct survey from time to time according to which changes can

be introduced in the organization to stay updated in the market.

They should introduce creativity into the work, so that the employees can do their

work passionately.

Employees should be more involved in decision making to become more

differentiated.


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Learnings from IP:

Learning beyond classroom

Platform for implementing theoretical concepts

Exposure to corporate culture

Experience under belt

Insight of actual strengths and weaknesses

Developing a network

Refinement of Career goals

Soft skill development

Impart Winning Edge

Feather in the cap as PPO


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CONCLUSIONMARKETING MANAGEMENT

Marketing management is a business discipline that focuses on practically,

applying marketing techniques and managing a firm's marketing resources and

activities. In order to create an effective marketing managementstrategy, a

firm needs to have a strong understanding of their own business and the

market in which they operate.

The key objective of marketing management is to determine how to

appropriately allocate the resources of the organization towards marketing

related activities. If someone has the job title of a 'marketing manager', they

will tend to be the person whose responsibility it is to control and direct theexpenditure of funding that has been specifically set aside for marketing

purposes.

Marketing management tends to go hand in hand with 'marketing strategy',

which is a term that tends to refer to the long-term goals a company has in

terms of marketing.

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