Beximco Pharmaceuticals Industry is one of fastest growing and one of the largest foreign revenue ea

Beximco Pharmaceuticals Industry is one of fastest growing and one of the largest

foreign revenue earning sectors in Bangladesh.

EXECUTIVE SUMMARY

Beximco Pharmaceuticals Industry is one of fastest growing and one of the largest foreign

revenue earning sectors in Bangladesh. It is pleasure to do internship program from such a

reputed organization which is known for its renowned quality. Beximco Pharmaceutical Ltd.

is a part of Beximco Group the largest conglomerate in the private sector of Bangladesh.

Beximco Pharmaceuticals Ltd. started its journey as a public limited company in 1976 by

registration. But the company starts its commercial production in 1980. Currently Beximco

Pharma has been established as leading Pharmaceuticals Company in Bangladesh. BPL is not

only fulfilling the demand of local market but also fulfilling the demand of foreign market.

BPL is UN approved supplier of pharmaceutical product in the world. It is also greatly

contributing to our national economy by exporting their product in abroad.

Currently BPL has exports market in 19 countries including , Cambodia, Georgia, Hong

Kong, Iran, Kenya, Malaysia, Mozambique, Myanmar, Nepal, Pakistan, Philippines, Russia,

Singapore, South Korea, Sri Lanka, Taiwan, Ukraine, Vietnam and Yemen. For the

contribution to national economy BPL has been awarded National Export Trophy several

occasions. BPL has share holder over 50,000. In 2005 the total turn over of BPL was 3879.42

million.

The Pharmaceuticals Industry of Bangladesh is very bright in fact we are such a country who fulfills the local demand by ourselves. The local pharmaceutical company’s produce 78% products out of the total consumption and only 21% products are been produced by foreign company’s in Bangladesh. Beximco Pharmaceutical Ltd holds the maximum 19.26% prescription market share among the all local pharmaceuticals company in Bangladesh. Its position in different therapeutic class is also very good. To face the challenges of 21 st

century BPL has a clear vision for the future and they are preparing themselves according to

that manner. In 21st century BPL want to place it as a one of the leading pharmaceutical company in Asia with comparison with other leading pharmaceutical companies. To accomplish it vision BPL are implementing aggressive strategies and relentlessly pursuing operational excellence.CHAPTER ONECHAPTER ONE

1.1 INTRODUCTION

Medicine is directly related to human life and therefore, its manufacturers have immense

social responsibility of providing safe and effective medicine, demanding uncompromising

efforts, at all levels of its activities. Beximco pharmaceuticals Ltd the leading health care

company in Bangladesh has been making every effort to ensure the effectiveness and safety

of the medicine that it produces. Physicians and patients of the company reply on the efficacy

of the medicines of Beximco Pharma at the time of critical needs demonstrating their

confidence and trust on BPL products. BPL has a remarkable mission statement, which is

being seriously pursued in its thoughts and actions. An increasing amount of contribution is

ploughed back into social causes demonstrating BPL’s commitment to the nation. As we

continue to grow, it should not only benefit BPL itself but it should also positively contribute

to the nation and society where we live.

In BPL believe that they manufacture and sell medicine to provide health, happiness and

smile back in life of our fellow citizens. We intend to help realize the ultimate aspiration of

the nation for a lifetime of good health ensuring a healthier tomorrow for the people.

1.2 ORIGIN OF THE REPORT

Today, practical experience is as much essential as academic education that enables someone

to be successful business executive especially in the glove, competitive business

environment. In order to gather knowledge and exposure regarding the organization culture,

behavior the business students has to be go internship after the successful completion of their

Business degree.

Stamford University Bangladesh is known for the global standard education. Due to this

slogan of Stamford University, the business students of this university is known for their

excellent knowledge both theoretical and also practical which makes them a competitive and

more global across the globe. This internship program of mine at BPL is a process of

gathering practical knowledge regarding Pharmaceutical industry in Bangladesh.

Beximco Pharmaceutical Ltd is the manufacturer and marketer of pharmaceutical product

under chemical divisions of Beximco Group. Beximco Pharmaceuticals is one of the leading

pharmaceutical companies in Bangladesh. It also is one of the biggest suppliers of

pharmaceutical product of any Bangladeshi based company. BPL is the first Bangladeshi

company to supply pharmaceutical product to Riffles Hospital the most prestigious hospital

of Singapore.

1.3 SCOPE OF THE STUDY

The end users of pharmaceuticals products are the doctors and pharmacists. So, we need find

to out the prescription market share of BPL by analyzing and collecting the prescription

through the prescription survey. We also need to analyze whether the survey findings are

been properly implemented and proper strategy is been taken or not.

1.4 LIMITATION OF THE STUDY

Every matter has got some limitation. So, this is also not an exception. The limitation of this

research are been stated bellow.

1) Time limitation is one of the biggest limitations regarding this research. Due to lack

of time larger number prescription from different parts of the country can not been

collected.

2) The attendants of different chemist shops are sometimes not co-operative in survey

activities.

3) Sometimes the patient or the guardians sometimes do not participate with the survey

people.

4) As business students, it was sometimes become difficult for me identify the name of

the product referred by the doctors in the prescription for lack training and skills.

CHAPTERTWO: RESEARCHMETHODOLOGYCHAPTERTWO: RESEARCHMETHODOLOGY

2.1 RESEARCH OBJECTIVE

The main objective of this research is to identify whether there is any discrepancy between

the survey finds of MRC and also the implementation of the survey findings. More broadly if

we categorized the objective of this research we can find the following objective stated

bellow.

1) The prescription percentage of BPL products in comparison with different

companies under different therapeutic class.

2) The generic percentage of BPL products under different therapeutic class.

3) To see whether the survey findings of MRC are been properly implemented by

Central product Management Department in terms strategies.

2.2 RESEARCH TECHNIQUE

For conducting and analyzing this research project the following technique are been followed

which are stated bellow.

1) In order to identify the product collecting the prescription from the patient or their

guardian from the different chemist shop in Dhaka city.

2) Keep standing besides the chemist shop and looking for prescription coming.

3) Talking with the MRC and CPM authority of Beximco Pharmaceuticals whether the

survey findings are been properly implemented or not.

2.3 POPULATION

The population for this research project is prescription suggested by doctors of different

chemist shop, hospital and clinics. The target population of this project is been stated in

details in the followings.

Elements: Prescriptions.

Sampling Units: Hospital, Clinic and chemist shop.

Area: Dhaka Metropolitan City.

2.4 SAMPLE SIZE

For any research sample size is the most important factor and this research is also not an

exception. For analyzing this research 496 prescriptions and 1101 products are been analyzed

for identifying the market share of BPL products.

2.5 SOURCES OF INFORMATION

For any research work the information play the most significant part. Because without the

update information no research can be conducted successfully. Besides in this case two

sources of information are been adopted for further continuation of the research project.

1. Primary sources.

2. Secondary sources.

2.5.1 PRIMARY SOURCES

Before discussing about the primary sources of this research project let us try to know first of

the basic concept regarding primary sources. The primary sources are that information which

has been collected for the first time relevant with the research project. In this regard the

primary sources are the direct personal prescription observation from the chemist shop are

been used.

2.5.2 SECONDARY SOURCES

The secondary sources are that information which has been already collected by some other

research project.

In this case of my research project have adopted two secondary sources of information.

1. Internal Sources: For my project the internal secondary sources of information was

the brochures, medical book and annual report of 2005 of Beximco Pharmaceuticals

Ltd. Besides have also taken some other unpublished information from the staffs of

MRC dept.

2. External Sources: As an external secondary source of information have taken data

from some other reports of other pharmaceuticals companies.

2.6 SAMPLING FRAME

There are many hospital, clinics and chemist shop in Dhaka city. The selected the following

hospital, clinics and chemist shop randomly for research project.

BSMMU Hospital.

BIRDEM Hospital.

Dhaka Medical College Hospital.

Holy Family Hospital.

Manoyara Hospital, siddeswari.

Mitford Hospital.

Bangladesh Medical College Hospital.

Popular Diagnostic Center.

CHAPTER THREE PHARMACEUTICALS INDUSTRY IN BANGLADESH

3.1 BACKGROUD OF PHARMACEUTICAL INDUSTRY

The pharmaceuticals sector is a high-technology and knowledge-intensive industry in

Bangladesh. The industry has two-tier structure. The largest firm accounts for the majority of

the R&D investment in the industry and hold the majority of patents. There are a large

number of smaller firms producing mostly for local markets. The pharmaceuticals industry is

heavily regulated.

Once a product is brought to market, pharmaceuticals companies spend heavily on marketing

and promotion. The larger drug companies maintain a large sales force, which makes direct

regular contact with individual prescribing physicians and other pharmaceuticals decision

makers. The money spent on marketing is huge. Pharmaceuticals marketing efforts are not

only directed at physicians and consumers; drug companies have also sought to directly

influence pharmacist, in some cases paying pharmacist to induce customers to change their

drug consumption habits.

The nature of competition in this industry differs between the two sets of firms. The second

tier of firms holds fewer patents and relies primarily on manufacturing off patent generic

medicines or patent medicines under license. Competition between these firms takes the

conventional form of competition on price, cost efficiency and quality. In contrast, a few

large research-based pharmaceutical companies invest heavily in R&D and hold the bulk of

the patents, and can often enjoy substantial market power while these patents are in force. For

these companies, competition is not primarily on the basis of price, but rather on the basis of

marketing and innovation. These companies compete to develop entirely new drugs which

treat new medical conditions, improve upon existing drugs, or serve as substitute for existing

patented drugs. Some large pharmaceutical companies in this tier export and compete in

international markets.

The scenario of pharmaceutical industry can be depicted in two parts-before the Drug policy

ordinance, 1982 and after the Drug policy ordinance, 1982. Before the ordinance there were

177 pharmaceutical companies in the country but local production is used to be dominated by

multinational drug companies which manufactured 75% of total production. 25 medium sized

national companies manufactured about 15% of total production. 133 small local based

companies produced the remaining 10%. The multinational companies were fully armed with

modern technology for producing sophisticated essential drugs, but they were only engaged, t

a large extent, in formulation of simple drugs including many useless products. At that time,

the unregulated drug market of the country had very little favorable conditions for

pharmaceuticals to over price their products. Near monopoly market conditions mean that

local firms could not compete effectively with these multinational market tycoons.

A great change was noticeable in the pharmaceutical industry after the drug policy ordinance

of 1982. The total national production of pharmaceuticals has risen by a substantial 63%; the

value of essential drugs made in national factories has gone up to 140% over the four years.

At present there are 260 national & multinational based pharmaceutical companies in

Bangladesh.

3.2 TOP TEN PHARMACEUTICAL COMPANIES IN BANGLADESH

Name of the Company Market Share

Square. 22.5%

Beximco 19.75%

Aventis 12.78%

Acme 11.28%

Opsonin 9.77%

Glaxo 7.52%

Drug International 6.01%

SK+F 4.51%

ACI 3.75%

Renata 3.38%

3.3 MARKET SHARE OF NATIONAL COMPANIES

Name of the companies Market share

BPL 19.26%

Square 13.62%

Acme 6.27%

Opsonin 6.09%

Incepta 5.90%

Renata 3.45%

Ibn Sina 3.09%

Aristopharma 2.82%

Orion 2.18%

Others 15.89%

Total 78.57%

3.4 MARKET SHARE OF MULTINATIONAL COMPANIES

Name of the companies Market Share

Sk+F 5.72%

Aventis 5.09%

Organon 4.04%

Roche 2.04%

Drug International 2%

Glaxo 1.36%

Novartis 1.18%

Total 21.43%

CHAPTER FOUR: BEXIMCO GROUP ITSELF

4.1 HISTORY OF BEXIMCO GROUP

Beximco is the largest business conglomerate of private sector in Bangladesh. Over the years

since started it could gain a position to symbolize effective management, fund generation,

and diversification of exploring business opportunities. Today it is one of the most known

name is the country’s business arena.

Beximco was the first private sector company to be registered in Bangladesh as a public

limited company in September 1972. Since then, Beximco has taken the lead in public equity

offerings in Bangladesh.

At the end of 1996, the ten publicly listed companies of the Beximco Group accounted for

Tk. 33.87 billion or 20.4% of the market capitalization of the Dhaka stock exchange and Tk.

31.12 billion or 21.3% of the market capitalization in Chittagong stock exchange. Beximco

shares are also the volume leaders on the national bourses, accounting for 22.08% of turnover

at the DSE and 29.23% turnover at the CSE in 1996.

The Beximco Group has also played a pioneering role in establishing and expanding the debt

instruments market in Bangladesh. Beximco Pharmaceuticals Ltd was the first Group

Company to issue debentures in 1988 and has been followed by seven additional Groups

companies since.

Beximco equities and debentures continue to perform the market as a rule, and have been

often rated as buys by several foreign investments firms such as UBS, Crosby Securities,

Peregrine and the erstwhile Smith New court. Beximco stocks are also well represented in the

emerging market funds portfolios of leading mutual funds world wide.

An emerging economy like that of Bangladesh needs not just newer and bigger industries, but

also a reliable service infrastructure, especially in financial services. Anticipating this, the

Group decided to start Beximco securities Ltd., which is the first firm formed especially for

the retail individual investor offering a customer friendly environment for its growing number

of individual clients. The firm is also aggressively engaged with institutional clients and issue

underwritings.

4.2 MISSION OF BEXIMCO GROUP

“Each of our activities must benefit and add value to the common wealth of our

society. We firmly believe that, in the final analysis we are accountable to each of

the constituents with whom we interact; namely: our employees, our customers, our

business associates, our fellow citizens and our shareholders. Each of our activities

must benefit and add value to the common wealth of our society. We firmly believe

that, in the final analysis we are accountable to each of the constituents with whom

we interact; namely: our employees, our customers, our business associates, our

fellow citizens and our shareholders.”

4.3 BUSINESS UNITS OF BEXIMCO GROUP

Beximco Group has got some diversified business units in different challenging sectors of

Bangladesh. Beximco Group is consists of 34 different companies under 8 divisions.

4.3.1 TEXTILE DIVISIONS

Beximco Textile Divisions comprises of seven companies. They are:-

1. Padma Textile Mills.

2. Beximco Synthetics Ltd.

3. Beximco Apparels Ltd.

4. Beximco Knitting Ltd.

5. Beximco Textile Ltd.

6. Beximco Denims Ltd.

7. Beximco Fashion Ltd.

Padma Textile Mills is manufacturer of both cotton and blended yarn while Beximco

Synthetics Ltd. Is the manufacturer of POY and DTY for polyester filament yarn. Beximco

Apparels has a 100% export oriented ready made garments units. Beximco Knitting is into

manufacturing, dyeing and finishing of Knit fabrics while Beximco Textile is into weaving,

dyeing and finishing. Beximco Denims is into manufacturing, dyeing and finishing of

denims fabrics while Beximco Fashion is into ready made garments manufacturing. Beximco

Apparels, Beximco Knitting, Beximco Textile, Beximco Denim and Beximco Fashion are

continuously exporting their quality products to various countries of the world with major

emphasis on USA and EU market. Among these Padma Textile Mills, Beximco Synthetics

Ltd, Beximco Knitting Ltd, Beximco Textile Ltd and Beximco Denims Ltd are listed in

Dhaka stock exchange.

4.3.2 JUTE DIVISION

Beximco jute division comprises of four companies, namely

1. New Dhaka Industries Ltd.

2. Sonali Ansh Ltd.

3. Esses Exporters Ltd.

4. Shinepukur Jute Spinners Ltd.

Jute division’s activities include manufacturing of high quality jute yarn and twine, and

trading in raw jute. New Dhaka industries Ltd. Manufactures jute yarn and twice, while

Sonali Ansh Ltd. and Esses Exporters Ltd. are into trading of raw jute and jute goods. The

high quality products of jute divisions are exported to USA, UK France, Belgium, Spain and

Iran.

CONSTRUCTION DIVISION

Beximco construction division comprises of two companies, namely

1. Beximco Engineering Ltd.

2. Shinepukur Holdings Ltd.

Beximco Engineering Ltd is into construction of roads, bridges and buildings while

Shinepukur Holdings Ltd manufacturer jute yarn and twice. It is also engaged in real estate

business as a developer of land, multistoried private apartments and commercial shopping

complexes. Shinepukur Holdings Ltd is listed in Dhaka stock exchange.

TRADING DIVISIONS

Although the group’s emphasis shifted from trading to manufacturing 25 years ago, the

divisions still plays significant role in group’s overall business activities. Its major strength

lies in dealing under Special Trade Agreement which Beximco introduced in Bangladesh for

the first time in 1972, at a time, when acute hard currency shortage demanded innovate

approach to selling country’s marketable in exchange for import of much needed essential

commodities, which the country had no resources to finance. Beximco Trading Divisions

comprises of three companies namely

1. Bangladesh Export Import Company Ltd.

2. Beximco Holdings Ltd.

3. Beximco Securities Ltd.

Beximco Ltd is into trading and indenting business. Beximco Holdings Ltd is an investment

company, while Beximco Securities Ltd is engaged in stock brokerage, underwriter and

portfolio management business. Among these three companies, Beximco Ltd is listed in

Dhaka stock exchange.

MARINE FOOD DIVISION

Bangladesh is endowed with lot of marine food resources which the group did not miss to

identify and utilize. Marine Foods is engaged in cultivation and processing of shrimp and

other sweets & salt water fishes, all of which are exported. Marine food Divisions comprises

of two companies, namely

1. Beximco Foods Ltd.

2. Beximco Fisheries Ltd.

Beximco Foods Ltd is into fish processing and export business and Beximco Fisheries Ltd. is

into shrimp cultivation. Beximco Fisheries ltd. is listed in Dhaka Stock Exchange.

IT DIVISION

IT Division has five companies that are related to development of software, providing IT

education, reseller of IBM pc, and one of the largest internet service providers in Bangladesh.

The IT Divisions of Beximco is comprises of five companies namely

1. Beximco Computers Ltd.

2. Beximco System Ltd.

3. Bangladesh On-line Ltd.

4. Beximco Softech Ltd.

5. Beximco Zenith Ltd.

Beximco Computers Ltd is involved in marketing of mid-range and personal computers and

develops banking and business software’s which are widely used in Bangladesh. Bangladesh

On-line Ltd is into IT business. It is also renowned Internet Service Providers (ISP). Beximco

System Ltd is an IT training center, joint ventures with NIIT software development.

BUSINESS UNIT

Three business unit of Beximco are

1. Beximco Media Ltd.

2. Gammmatech Ltd.

3. Shinepukur Ceramics Ltd.

Beximco Media Ltd. is engaged in publication of The Independent- the leading national

English newspaper of the country. Gammatech Ltd. a joint venture project with Bangladesh

Atomic Energy Commission. This is the country’s only such facility which provides

sterilization of medical products and preservation of foods. Shinepukur Ceramics Ltd.

manufactures table wares from poracelain and Bone china. Currently, the company is

marketing and selling its high quality products both at home and abroad. It exports its

products to USA, UK, Germany, France, Spain, KSA, India and Pakistan.

CHEMCIAL DIVISION

The introduction of pharmaceutical plant in 1979 marked the beginning of today’s chemical

divisions. BPL started its journey back in 1980 with manufacturing and marketing of licensee

products of Bayer AG, Germany an Upjohn Inc. of USA. After its initial years of struggle, it

broke ground with the launching of its own products in 1983. Today in addition to

manufacturing pharmaceutical formulations in dosage forms and basic chemicals at Beximco

Pharmaceutical Ltd, the divisions also produces intravenous fluids at Beximco Infusions Ltd.

a state-of-art ISO 9001 certified intravenous fluid production facility. The Chemical Division

also has I & I Service Ltd, its own in-house organization for direct distribution national wide.

Today Beximco Pharmaceutical Ltd is one of the market leadings in Bangladesh. The bulk of

the profit BEXIMCO group comes from the chemical division. Its quality services and high

standard of professionalism helped to earn public recognition both home and abroad. Today

Beximco Pharmaceutical Ltd is one of the market leadings in Bangladesh. Its success is

evidence of what a strict focus on quality can achieve. Beximco Pharmaceuticals product

range continues to expand every year and each new product adds to the many lives already

improved.

A partnership with former Ciba-Giedy now Aventis of Switzerland, the Beximco Pharma

center for Etc & Industrial Research Ltd. was set up to conduct collaborative research

programs through which Beximco scientists will be developing high performance pigments,

which Aventis will screen for commercial potential and ultimate commercialization.

BOARD AND MANAGEMENT

The management of BEXIMCO PHARMA is simply exceptional in comparison to any other

listed companies in this country. It has a blend of professionalism and wisdom, which plays a

key role in managing the champion organization. The Board of Directors includes:

A S F Rahman Chairman

Salman F Rahman Vice Chairman

Iqbal Ahmed Director

M.A. Qasem Director

O.K. Chowdhury Director

Dr. Abdul Alim Khan Director

A.B. Siddiqur Rahman Director

Dr. Farida Huq Director

Chowdury Hafizur Rahman Director

Faheemul Huq Director

Ahsanul Karim Director

A dedicated Management committee and an Executive Committee make sure that BEXIMCO

PHARMA achieves its target with sheer professionalism. The committees are:

SUBDIVISION OF CHEMICAL DIVISION

Beximco Chemical Division

4.6 MAJOR ACHIEVEMENT OF BEXIMCO PHARMA

1976-1985

1976 : Registration of the company

1980 : Started manufacturing and marketing of licensee products of Bayer AG of Germany

and Upjohn Inc. Of USA

1985 : Listing in the Dhaka Stock Exchange (DSE) as a Public Limited Company

1986-1995

1990 : Commissioning of Basic Chemical Unit

1992 : Started export operation with Active Pharmaceutical Ingredients (apis)

1993 : First export market operation with finished formulation

1996-2005

1996 : Introduction of Sustained Release Dosage Form

1997 : Introduction of Suppository Dosage Form Commissioning of Metered Dose Inhaler

(MDI) plant Introduction of Metered Dose Nasal Spray

1998 : First pharmaceutical company of the country achieving ‘National Export Trophy

(Gold)’for 1994-95

1999 : UNICEF approval of BPL as an enlisted supplier

2000 : Agreement to manufacture Metered Dose Inhaler (MDI) for Glaxo smith line

Beximco Pharmaceuticals

I&I servicesPharmatek Chemical

Basic Chemical Unit

Fine Chemicals

2001 : Introduction of Small Volume Parenterals (Injectables) Establishment of Analgesic-

Antiinflammatory API plant 2002 : Won the first prize of ICAB National Awards 2000 for

‘Best Published Accounts and Reports’in Non- Financial Sector Category The first

Bangladeshi company to supply pharmaceuticals to Raffles Hospital- the most prestigious

hospital of Singapore

2003 : Received ‘National Export Trophy (Gold)’for consecutive 2 years (1998-99, 1999-

2000) Won the Silver prize of ICAB National Awards 2003 for ‘Best Published Accounts and

Reports’in Non-Financial Sector Category. Won a tender to supply Neoceptin R and

Neofloxin to Raffles Hospital of Singapore for the whole year’s consumption. Introduced

Anti-HIV drugs for the first time in Bangladesh. Diversification into Anti-Cancer therapeutic

class.

2004: signed contract with Novartis to manufacture their liquid, cream, ointment and

suppository products under “Toll Manufacturing “agreement. Visit of Saudi delegated by

Humble Minister, Kingdom of Saudi Arabia

2005: Merger of Beximco Infusions Ltd. With Beximco pharmaceuticals Ltd. Admission to

alternatives Investment market (AIM) of London Stock Exchange (LSE)

4.7 THE FASTES GROWING COMPANY

With a record of highest growth rate in the history of Bangladesh Pharmaceutical industry,

BPL has maintained its leadership position with consistent growth over the year. The

company maintained its growth performance in 1999 even when the industry experienced a

decline in market growth during the same period of time. It is continuously adding new

products of different therapeutic classes in its portfolio and those products are always

appreciated by the health professionals. In the year 2001, BPL added 26 new products to its

existing product lines.

4.8 OVERSEAS BUSINESS

BPL has been able to establish a very successful international marketing network in Asia,

Middle East and Africa. In 2001, BPL signed and agreement with one of the leading

distributors of Singapore with an objective to consolidate i9ts presence in Singapore market.

In Pakistan, BPL comes into an agreement with one of the leading local companies to

manufacture BPL brands locally and to market the same in Pakistan market. So, far Beximco

has market its presence in 22 countries. These countries are.

1. Cambodia

2. Georgia

3. Hong Kong.

4. Iran.

5. Kenya

6. Malaysia

7. Mozambique.

8. Myanmar.

9. Nepal.

10. Pakistan.

11. Philippines.

12. Russia

13. Singapore.

14. South Korea

15. Srilanka.

16. Taiwan

17. Ukraine.

18. Vietnam.

19. Yemen.

4.9 THE VISION OF NEW MILLENNIUM

BPL has transformed its activities, culture, style and philosophy to meet the demands of the

new millennium. Business diversification that is strategically important for sustained growth

today is followed here as a result of its vision of the future. BPL has been producing solid

products like tablets and capsules and liquid products like syrup, suspension and solution, as

well as semisolid products like cream and ointment. BPL is the pioneer company to

manufacture and market nasal sprays, inhalation aerosols and suppositories in Bangladesh.

BPL stepped forward to manufacture small volume parental or inject able dosage form in

2001.

A multi-million dollar pharmaceutical formulation plant is being built. This world class

facility is structured and erected in line with international guidelines for cGMP (Current

Good Manufacturing Practices) and with particular regard to the USFDA. This plant will be

one of the finest facilities to be available anywhere in the globe.

4.10 NEW CUSTOMER APPROACH

A BPL mission statements states “Each of our activities must benefit and add value to the

common wealth of our society”; BPL stands on the heritage of bringing innovative medicine

to people. Commitment to customers is one of the hallmarks of BPL. Its sales force of over

540 highly professional sales representative ensures timely promotion and smooth delivery of

products to anywhere of the country.

4.11 BLOCKBUSTER PRODUCT OF BPL

Increased market complexity now a days places great demand on the sales and marketing

operations of pharmaceutical companies, making it even more difficult and costly to manage.

But our marketing and sales team was able to withstand competition successfully in 2004

which enabled us not only to retain market leadership of all the key brands but also to grow in

other therapeutic areas. Several new brands like Bextrum/Bextrun Gold, Frenxit, Ultrafen

Plus, Neofloxin XR, Vercef, Tycil DS etc. have already shown potential to become future

Block buster brands.

4.12DEPARTMENT OF BEXIMCO PHARMACEUTICALS

4.12.1 CPM DEPARTMENT

Central product management department includes the activities of marketing and sales

promotion of both BPL (Beximco Pharmaceutical Ltd) and BIL (Beximco Infusion Ltd). The

head of the department guides products officers. The activities that are performed by the

CPM department are-

Preparing product literature and promotional material for doctors.

Determining the packaging pattern, color and size.

Fixing target sales.

Searching about competitor strength, weakness, opportunity and threat.

Issuing budget in consulting with different departments.

Setting price for each products.

Collecting statistical data which are relevant to their operations.

The downward communication system of the CPM department is shown in figure below:-

Chart: Layout of CPM Department

4.12.2 SALES DEPARTMENT

CPM department determines the target sales and the responsibility of the sales department is

to achieve the sales target by its workforce. An executive sales director is the head of the

department. This department consists of senior sales manager, regional sales controller, field

supervisor and medical representative. The department divided the whole country into 20

regions and assigned 20 regional sales controllers to control sales activities. Again 6 Medical

representatives are working under 5 supervisors in each region. The whole process is going

on a chain of command. Field supervisor supervise all the activities of medical

representatives and field supervisor are supervised by regional sales controller. The regional

sales controllers take necessary indication from the senior sales manager of the sales

department.

The downward communication system has been developed which is shown in figure below-

Executive Director

Manager

Assistant Manager

Senior Product Officer

Product Officer

Chart: Layout of Sales Department

Main activities of Sales Department:

Forecasting future sales in consultation with central product Management department.

Recruitment of sales force in consultation with Human resources department.

Budget estimation in consultation with finance department and with the director of

marketing and commercial.

Strategy developing for effective sales force.

Arranging training for field force.

Handling critical customers.

Ensuring product availability.

Donation handling.

Performance evaluation of the sales force.

Responsibilities of Regional sales controller:

Executive Director (sales)

Sales Manager

Regional Sales Manager

Field Supervisor

Medical Representative

Leading the subordinates according to the sales manager’s instruction.

Evaluating the employee’s performance and reporting to the department.

Making good relationship with major customers.

Responsibilities of Field Supervisor:

Supervising medical representative’s activities.

Maintaining good relationship with customers.

Monitoring the market conditions.

Evaluating MRs field performance and reporting to regional sales controller.

Responsibilities of Medical Representative:

Visiting doctors with product sample and literature to promote products.

Visiting chemist shop to check out the product availability.

Listing the products that should be supplied to the chemist shop.

Generating comments and information from doctors and chemists and informing it to

field supervisors.

4.12.3 MRC DEPARTMENT

In the competitive business market, “Market Research” is a vital part of any type of

company .especially who has wide rage of product like (medicine, cosmetic, and consumer

goods, etc. Market research is necessary for making any types of sense about the market and

which save the time, resources and wastage of money. Market research is a systematic and

objective identification, collection analysis, dissemination and use of information for the

purpose of assisting management in decision making related to identification and solution of

the problems. MR helps to knowing the condition of the existing product, helps to set furthers

steps, helps to achieve know the condition of the competitor, market share and market growth

rate. Through the MR (Market research) company can keep the record of each and every

product and also some others factors like which the product is earning more value for the

company and which one is not, which one the number one product by unit or which one the

highest selling drug in different market (like-antibiotic) and also the performance of medical

representatives (MRs). MR helps to identify the products records also keeps the doctors

record, which doctor helps to earn more revenue by prescribing medicine of Beximco

Pharma.

MRC department was established in 1987 with one Sr. product officer and five market reach

representative (MRR) under CPM department. MRC depts. divided the whole country into

440 territories under 20 regions. Headed by manger, market research representative do the

task of market survey. The department discloses the trend of increasing or decreasing market

share by compiling the received data from the market

Organogram of MRC Department

Figure: Organogram of MRC department

Responsibilities of Marketing Research Department:

Calculating the market share of the company in respect to prescriptions, slip and OTC

by visiting the chemist shop in different territories.

Recruiting research person in consultation with human resource department.

Strategy developing for effective market survey.

Arrange training for field force.

Performance evaluation of market researcher.

Sr. MR Officer

MR Officer MR Officerr

MR Officer

Manager

MR Officer

MR Supervisor

MR Supervisor

Asst. MR Officer

Asst. MR Officer

Secret tours are arranged by the department to cross-check the accuracy of the data

collected by Market research representative.

Responsibilities of Marketing Research Representative:

Visiting chemist shop to collect prescription, slip and OTC drugs.

Filling up product manuals where the doctor’s name and territory code, the name of

the prescribed medicine are written down.

At the conclusion I would like to say that marketing research and statistical cell department

plays the most important role in company because it indicates the ultimate position of

company in industry by identifying the market share. But in order to be marketing researcher

wide product knowledge is very much essential because without product knowledge survey

can not be conducted. The market research representative visit 440 territories around the year

and need two day visit per territory.

4.12.4 PLANNING & INVENTORY CONTROL DEPARTMENT

This department has a direct relation with the purchase, production, and finance department.

Finance department develops a cash flow budget at the beginning of the year. The sales

department fixes the sales target. According to the demand, planning department starts its

operation which is mentioned below in the sequential basis.

According to the market demand. Planning department fragmented every finished

goods in different particulars.

Then they calculate how much and what raw materials they need to produce the

products according to the demand through out the year.

Split out the whole year’s demand on monthly basis for each product type.

It determines day to day requirements of raw materials: raw material in hand, in pipe

lines, and in finishes goods.

Estimate the price or cost of the product required on a month.

Decide which product to purchase from the local market and which to import.

Submit a tender to different suppliers in the first week of every month.

Raw materials are received every tow or three months after the reorder. The

department sends it to the production department for finished goods. Then the

production department starts producing the finished goods according to monthly

requirements. It is again divided into 10 days operation for better performance.

This department also decides about the machinery requirements for a specific

production process.

4.12.5 PURCHASE DEPARTMENT

This department interacts directly with the planning, production and finance department.

Finance department develops a cash flow budget at the beginning of the year. The sales

department fixes the sales target. According to the demand, purchase department starts its

operation which are mentioned below in the sequential basis-

Being ordered from the planning department, the department estimates

and calculates the cost of raw materials necessary.

Split out the whole year’s demand for raw materials on monthly basis.

It asks for cash to the finance department.

Decide which product to purchase from the local market and which to

import.

It arranges for bidding to the suppliers which involves close interaction

with the planning department.

Along with the planning department, it has to cooperate through the

whole process of purchasing raw materials form available sources.

This department also involves about the machinery requirements for a

specific production process and their purchasing.

4.12.6 MEDICAL SERVICES DEPARTMENT

In 1990 this department was formally announced as a separate department and the objective is

to provide continuously Medical Education program to the practicing doctors. It is involved

in indirect promotion of the company by helping the doctors with academic support. As a

result it causes a good image of the company among the doctors. As the medical science if an

ongoing process, many know about all those things unless and until they do through all

medical journals. In our country there are very few magazines on medical science. There are

some good world class medical journals which are very expensive. The medical service

department of Beximco Pharma prepares its own medical journal from other journals which

are relevant to our medical practices and supply it to the doctors at free of cost. So the doctors

can know about the new contribution of the medical world.

The functions of medical service department have been listed below:

Every three months the department publishes a medical news letter of 24 pages.

22500 copies are published among which 18000 copies are most important here is

Beximco is the only company in Bangladesh who has the initiative to publish such an

article for the doctors.

4 to 5 booklets are published in a year about disease related its available medicines in

Bangladesh.

MSD arranges different seminars, meetings, symposiums on different topics of

medical science. They focus on a particular topic which has a significant affect in our

medical practice recently. Doctors are requested to deliver a speech on that particular

topic. After their speeches a medical officer of Beximco Pharma Ltd. gives a speech

with the multimedia projection. They focus on their products and their functions over

the diseases.

It keeps doctor’s request by making multimedia projections for them that would be

used by them nationally and internationally in seminars and symposiums. Most

important tasks of MSD here were adding video clippings inside the presentations.

Over 15000 requests were attended by MSD last year.

BMA (Bangladesh Medical Association) arranged clinical meetings are attended by

MSD.

It responds to the queries of the doctors through mail or medical representatives

around the country.

4.12.7 MIS DEPARTMENT

Management information system department functions as a communication highway for all

other departments. The functions of the department are-

It is possible to fax and enter into the internet mail by relating file of working

department with the network.

Communication with the production department that is situated in Tongi is possible

through radio link.

The operation department can communicate and exchange information with the BEL

tower and corporate headquarters through fiber optic cable.

I & I service department can communicate with the head office through modem.

Employees are provided computers service according to their range of activities. NT

server also has a backup server to stay in the safe side. Communication between

departments is also done through e-mail. Any user can use these facilities from any

workstation. The users need the log in number from MIS department to use

computers.

4.12.8 BRDD

It is a staff department. It comprises of four specialists comprising of a pharmacist, a

financial specialist, a marketing specialists and an engineer.

Major Jobs performed by this Department:

Business development agent: It acts as the business development agent of BPL. It is

the duty of this department unveils the alternatives regarding business functions

available in the world.

International Affairs: It tries to interact with WTO, USFDA (United States Food and

Drug administration authority), MCA (Medical Council) and other regulatory

authority of the world.

Source Department: It searches of raw materials, accessories, and machineries around

the world and selects the best source available.

International Market: It seeks for international export markets for BPL products.

Projects Development:

1. It takes new projects in hand.

2. It does the financial projections for the new projects.

3. It searches cheaper sources of machineries and accessories around the globe.

4.12.9 MULTIMEDIA DEPARTMENT

BPL is the only pharmaceutical company that has a multimedia department. This is

helping the product promotion. It designs medical videos for the doctor. The color, size,

littering etc of the text are carefully selected to attract the target audience easily.

Major function of multimedia department

Web page designing

Developing multimedia presentation on program

Making video conference

Designing cover page of the annual report

Making video for product

Making video for company

Keeping the record of annual meeting and others meeting

Storing still photograph and video on medical science

4.12.10 TRAINING DEPARTMENT

Beximco Pharmaceuticals Ltd. has an in-house training program for their employee which is

controlled by training department. This department consists of three experts who give the

training to their employees. Training has been provided through lectures with the assistance

of handout, multimedia projector, technical memorandum, and training materials. This

department provides three types of training-

1. Refreshers training program.

2. Training program for MR.

3. Training program for supervisors.

Refreshers Training Program:

This training program for newly recruited medical representatives. This training program is

of 37 days. This program is focused on few topics-

Physics.

Chemistry.

Biology.

Mathematics.

Selling skills.

Attitude towards buyers.

Presentation of products.

Training Program for MR:

This training program is prepared for the medical representatives who are experienced. To

make them more effective and efficient some MRs are chosen to find out their weakness.

Through TNA (training needs analysis) and TGI (training gap identify) MRs are chosen.

These are to go through a test questionnaire to find out the weakness. Then they are trained

according to their gap.

Field supervisors Training Program:

Experienced MRs get promotion as field supervisors. At that time a training program is

designed for newly employed field supervisors. This training is only for one week. There are

several topics, which are recovered to train-

Leadership.

Motivation.

Communication.

Control.

4.12.11 INTERNATIONAL MARKETING DEPARTMENT

In 1991, the company took the challenge to venture into the international arena. At first it

started exporting only formulation product. There were many reasons not to export finished

goods. The reason are-

Drug law imposed on finished products not on formulation products.

Formulation products do not require any registration operation.

To register a finished goods bio-equivalence test is required which is too much

expensive.

In 1996 the company first started their finished goods export operation to Russia. After the

war, there was great demand of medicine. The people of Russia needed good medicine in a

cheap rate. Along with many multinationals Beximco Pharma started its operation in Russia.

Beximco did well there as it provided products in a cheap rate.

Bangladesh is a third world country and its image is not satisfactory in the world. So it is

quite tough to operate internationally. The marketing ream has to hard to convince the buyer.

Functions of the international marketing department are.

Studying rules and regulations.

Studying different market.

Studying different buying behavior.

Studying sales force for different culture.

Studying different market characteristics is another major function of international marketing

department. There are different types of market for pharmaceutical products. According to

the market characteristics a product can be classified in three major parts.

POP (Prescription only products) - Only registered chemists can sell these

pharmaceutical products under the prescriptions generated by registered doctors.

OTC (Over the counter) - Anyone can buy and sell these products.

Pharmacy products- Only registered chemists can sell theses pharmaceutical with or

without a prescription of a doctor.

Marketing of pharmaceutical product in abroad is not like as it is in Bangladesh. In abroad

the drug buying and selling is completely regulated by rules. Pharmaceutical product can not

enjoy advertising like any other consumer products. So personal selling is the way the

products can be advertised and sold. As OTC products do not require any rules to buy or sell

it has a chance to go through print advertising and TV advertising. But, marketing of POP

and pharmacy products can be done by personal selling.

The customer of a dug is a doctor. What ever the doctors prescribe patients buy. So, the

department has to decide which group of doctor they should convince for a particular

product. For govt. hospitals, army or govt., institution the company participate in the tender.

Different buying behavior has a great impact on marketing a product. Understanding the

buyer’s buying attitude is the fist job of any marketer. To analyze behavior, the marketer has

to visit the place, gain knowledge about their financial condition, culture tradition and the

competitor’s position.

After analyzing the buyer’s attitude, the second important factor is to make the sales force

effective and efficient. International marketing department determine the process in which

way they will market the products. It depends on the various factors.

4.12.12 HUMAN RESOURCE DEPARTMENT

Human resource department is the most important department in any organization. Beximco

pharmaceutical is also is not an exceptional one. BPL has also have a strong and effective

human resource department which plays an important role maintaining and motivating the

employees of entire organization. The human resource department is headed by the Human

resource manger, some human resource officer and executives. All of the staffs of human

resources department of BPL are very much effective and efficient in performing their tasks.

Functions of Human Resource Department:

Recruitment of new employees by screening and interview.

Training of the employees in order to increase their efficiency and productivity.

Maintenance of attendance of the staffs of entire organization.

Maintenance of data base of the officers and staffs of the organization.

Organizing training, workshop and seminars for making the staffs more efficient in

fulfilling their tasks.

CHAPTER FIVE: ANALYSIS OF THE RESEARCH FINDINGS

5.1 FINDINGS ONE:

In this section we will know the overall market share in the aspect of prescription and in

different therapeutic classes. For analyzing the research, 496 prescriptions with total product

1101 is collected.

Total prescription = 496

Total product = 1101

Five leading Pharmaceuticals

Serial

No

Company Number Percentage

1. Beximco Pharma 212 19.26%

2. Square 150 13.62%

3. Acme 69 6.27%

4. Opsonin 67 6.09%

5. Incepta 65 5.90%

Overall Prescription Percentage

Serial

No

Company Number Percentage

1. Beximco Pharma 212 19.26%

2. Square 150 13.62%

3. Acme 69 6.27%

4. Opsonin 67 6.09%

5. Incepta 65 5.90%

Prescription Market share

Glaxo 1.36%

Orion 2.18%

Drug International 2%

Novartis1.18%

Navana1.45%

Aristopharma2.82%

Renata 3.45%

Ibn Sina3.09%

ACI4.63% Incepta

5.9%

Aventis5.09% SK+F

5.72%

BPL 19.26%

Opsonin 6.09%

Acme 6.27%

Square 13.62%

Others15.89%

6. SK+F 63 5.72%

7. Aventis 56 5.09%

8. ACI 51 4.63%

9. Renata 38 3.45%

10. Ibn Sina 34 3.09%

11. Aristopharma 31 2.82%

12. Orion 24 2.18%

13. Drug International 22 2%

14. Navana 16 1.45%

15. Glaxosmithkline 15 1.36%

16. Novartis 13 1.18%

17. Others 175 15.89%

Total 1101 100

Total Prescription = 496

Total Product = 1101

From this above bar diagram you can see the overall market share of different companies in

the aspects of prescriptions. Here in this case Beximco Pharmaceuticals leading the market

with market share of 19.26% and Square Pharmaceutical holds the second place with market

share of 13.62% currently. The rest of market share of different company’s are-

i. Acme Laboratories Ltd 6.27%.

ii. Opsonin 6.09%.

iii. Incepta 5.9%.

iv. Eeskaf Bangladesh 5.72%.

v. Aventis 5.09%.

vi. ACI 4.63%.

vii. Renata 3.45%.

viii. Ibn Sina 3.09%.

ix. Aristopharma 2.82%.

x. Orion 2.18%.

xi. Drug International 2%.

xii. Navana 1.45%.

xiii. Glaxosmithkline 1.36%.

xiv. Novartis 1.18%.

xv. Others 15.89%.

FINDINGS TWO:

In the earlier part we have seen the overall prescription market share in Beximco

Pharmaceuticals Ltd. in comparison with other companies. In this part we try to analyze the

market share of Beximco Pharmaceuticals in Diabetics therapeutic class in comparison with

other companies.

Therapeutic class: Diabetics.

Total Product: 26.

Four leading Pharmaceuticals

Serial No. Company Name Percentage

1. Pacific 26.92%

2. Aventis 23.07%

3. Acme 15.38%

4. Square 11.54%

Diabetics

Others 23.08%

Square 11.54%

Acme 15.38%

Aventis 23.07%

Pacific 26.92% Pacific

Aventis

Acme

Square

Others

Company Percentage

Company Name Products Percentage

Acme 4 15.38%

Aventis 6 23.07%

Pacific 7 26.92%

Square 3 11.54%

Others 6 23.08%

Total 26 100

From this bar diagram we can easily see that in the therapeutic class of Diabetics Pacific is

the leading the market with the market share of 26.92% and Aventis hold second place with

23.07% market share. The market shares of rest of the companies are Acme-15.38%, Square-

11.54% and others 23.08%.

FINDINGS THREE:

Therapeutic class: Angina & Ischemic.

Total Product: 17

Three Leading Pharmaceuticals

Serial No. Company Name Prescription Percentage

1. Drug International 52.94%

2. Beximco 23.53%.

3. Medimpex 11.76%

Company Percentage

Angina & IschaemicOthers 11.76%Medimpex

11.76%

Beximco 23.53%

Drug Intl.52.94%

Drug International Beximco Medimpex Others

Company Name Product Prescription Share

Drug International 9 52.94%

Beximco 4 23.53%

Medimpex 2 11.76%

Others 2 11.76%

Total 17 100

From this above

bar chart we

can easily see that in the therapeutic class of Angina and Ischemic class Drug International

holds 52.94% market share and Beximco Pharma stand second place with market share of

23.53%. Others company Medimpex and others hold 11.76% respectively.

FINDINGS FOUR:

Therapeutic class: Antipsychotic.

Total Product: 8

Two Leading Pharmaceuticals


1. Lund beck 50%

2. Square 25%.

Company Percentage

Company Name Product Percentage

Lundbeck 4 50%

Square 2 25%

Others 2 25%

Anthelmintics

Others 50% SK+F

35.71%

Acme 14.29%

Acme

SK+F

Others

Antipsychotic

Lundbeck 50%

Square 25%

Others 25%

Lundbeck

Square

Others

Total 8 100

From this above bar diagram we can well understand that in the therapeutic class of

Antipsychotic Lunbeck leads the way with 50% market share and square hold the second

place with 25% market share. The others different small companies hold rest of the 25%

market share in the industry.

FINDINGS FIVE

Therapeutic Class: Anthelmintics.

Total products: 14.

Company percentage


Acme 2 14.29%

SK+F 5 35.71%.

Others 7 50%

Total 14 100

Antidepressant

Square, 36.36%

Others, 27.27%

Drug Int. 18.18%

Aristopharma18.18%

Aristopharma

Drug Int.

Square

Others

From this above bar chart we can well understand that in the therapeutic class of

Anthelmintics Eskaf holds 35.71% market share and Acme holds 14.29% market share. The

rest of the market share is hold by others different small companies who hold 50% market

share.

FINDINGS SIX:

Therapeutic class: Antidepressant.

Total Product: 11.

Company Percentage

Company Name Product Percentage

Aristopharma 2 18.18

Drug International 2 18.18

Square 4 36.36

Others 3 27.27

Total 11 100

From this above bar diagram we can easily identify that in the therapeutic class of

Antidepressant square leads the way with market share of 36.36%. Both Aristopharma and

Drug International hold 18.18% market share. The others hold market share of 27.27%.

FINDINGS SEVEN:

Therapeutic class: Antihistamine.

Antihistamine

Others 23.81%

ACI7.94% SK+F

7.94%Opsonin 11.11%

Acme 14.29%

BPL 20.63% BPL

Acme

Opsonin

SK+F

ACI

Others

Total Product: 63.

Five Leading Pharmaceuticals


1. Beximco 20.63%

2. Acme 14.29%

3. Opsonin 11.11%

4. SK+F 7.94%

5. ACI 7.94%

Company Percentage


ACI 5 7.94%

Acme 9 14.29%

Beximco 13 20.63%

Opsonin 7 11.11%

SK+F 5 7.94%

Square 3 4.76%

Aventis 3 4.76%

Orion 3 4.76%

Others 15 23.81%

Total 63 100

From

this above

bar diagram

Vitamins

Square 23.77%

BPL 15.57%Orion

9.84%Acme 9.02%

Drug Int. 8.20%

Others 21.31% Square

BPLOrionAcmeDrug Int.Others

we can determine that Beximco is the leading in the therapeutic class of Antishistamine with

market share of 20.63% and Acme hold the second position with market share of 14.29%.

The market shares of rest of the companies are Opsonin 11.11%, SK+F and ACI 7.94% and

other small companies 23.81% market share.

FINDINGS EIGHT:

Therapeutic class: Vitamins.

Total Product: 122.



1. Square 23.77%

2. Beximco 15.57%

3. Orion 9.84%

4. Acme 9.02%


Company Percentage


Acme 11 9.02%

Beximco 19 15.57%

Gaco 5 4.10%

Glaxo 4 3.28%


Orion 12 9.84%

Renata 6 4.92%

Square 29 23.77%

Others 26 21.31%

Total 122 100

Antiprotozoal

Others 25.81%

Aventis 12.90%

BPL 38.71%

Opsonin 12.90%

ACI 9.68%

BPL

Aventis

Opsonin

ACI

Others

From this bar chart we can assume that in Vitamins therapeutic class Square leads the market

with 23.77% market share and BPL hold 15.57% market share. The rest of the companies

market shares are Orion-9.84%, Acme-9.02%, Drug International-8.20% and others- 21.31%.

FINDINGS NINE:

Therapeutic class: Anti-protozoal.

Total Product: 31.



1. Beximco 38.71%

2. Aventis/ Opsonin 12.90%

3. ACI 9.68%

Company Percentage


ACI 3 9.68%

Aventis 4 12.90%

Beximco 12 38.71%

Opsonin 4 12.90%

Others 8 25.81%

Total 31 100

From the above bar diagram we can see here that in the therapeutic class of Antiprotozoal

Beximco leading the industry with market share of 38.71% and others different small

company’s leads second position with 25.81% market share. The rest of the company’s

market shares are ACI 9.68%, Opsonin 12.90%, Aventis 12.90%.

FINDINGS TEN:

Therapeutic Class: Antibacterial

Total Product: 284



1. Square 17.10

2. Beximco 9.85

3. Acme 9.15

4. ACI 8.45

5. Opsonin 7.39

Company Percentage


ACI 24 8.45

Acme 26 9.15

Aristopharma 12 4.22

Aventis 18 6.34

Beximco 28 9.85

Drug International 13 4.57

Opsonin 21 7.39

Orion 12 4.22

Renate 15 5.28

Antibacterial Prescription Percentage

Others 22.88%

Opsonin 7.39% ACI

8.45%Acme 9.15%

Beximco 9.85%

Square 17.10% Square

Beximco

Acme

ACI

Opsonin

Others

Square 50 17.60

Others 65 22.88

Total 284 100

From this bar chart we can see that in the therapeutic class of Antibacterial the market share

of Beximco is 9.85%. But here the market leader is Square with market share of 17.10%. The

others market shares are Acme 9.15%, ACI 8.45%, Opsonin 7.39% and other small

companies 22.88%.

FINDINGS ELEVEN:

Therapeutic class: Ant rheumatic.

Total Product: 79



1. Square 22.78%

2. Novartis 15.19%

3. Aventis 10.13%

4. Opsonin/Pacific 7.59%

5. ACI 6.33%

Company Percentage


ACI 5 6.33%

Aventis 8 10.13%

Novartis 12 15.19%

Antirheumatic Product

Square 22.78%

Novartis 15.19%Aventis

10.13%

ACI 6.33%

Others 30.38%

Pacific 7.59% Opsonin

7.59%

Square

Novartis

Aventis

Opsonin

Pacific

ACI

Others

Opsonin 6 7.59%

Pacific 6 7.59%

Square 18 22.78%

Others 24 30.38%

Total 79 100

From the above bar diagram we can well understand that in the therapeutic class of Ant

rheumatic Square leads the industry with 22.78% market share and Novartis hold second

place with 15.19% market share. The rest of the company’s market shares are Aventis-

10.13%, Opsonin-7.59%, Pacific-7.59%, ACI-6.33% and others different small companies

comprises 30.38% share.

FINDINGS TWELVE:

Therapeutic class: Skin.

Total Product: 35.

Four leading pharmaceuticals


1. Square 22.86%

2. Beximco 14.28%

Skin

ACI 11.43%

BPL14.28%

Square 22.86%

Gacho 8.57%

Aventis 11.43%

Opsonin 8.57%

Rephico 8.57%

Others 14.28%

Square

BPL

ACI

Aventis

Gacho

Opsonin

Rephico

Others

3. ACI/Aventis 11.43%

4. Gaco/Opsonin/Rephico 8.57%

Company Percentage


ACI 4 11.43%

Aventis 4 11.43%

Beximco 5 14.28%

Gaco 3 8.57%

Opsonin 3 8.57%

Rephico 3 8.57%

Square 8 22.86%

Others 5 14.28%

Total 35 100

From this above all bar diagram we can easily identify that in the therapeutic class of Skin

Square carry 22.86% market share and BPL hold 14.28% market share. The rest of the

companies market share are ACI & Aventis- 11.43%, Gacho, Opsonin & Rephico- 8.57%

and other small companies 14.28% market share.

FINDINGS THERTEEN:

Therapeutic class: Antiulcerant.

Antiulcerant

Others 26.92%

Square 12.18%

Oposonin 11.54%

Drug International

9.62%J ayson5.13%

Acme 5.13% Beximco

8.97%

Orion 5.13%

Square

Oposonin

DrugInternationalBeximco

Acme

Jayson

Orion

Others

Total Product: 156.



1. Square 12.18%

2. Opsonin 11.54%


4. Beximco 8.97%

5. Acme/Jayson/Orion 5.13%

Company Percentage


Acme 8 5.13%

Aristopharma 6 3.85%

Beximco 14 8.97%


Jayson 8 5.13%

Novartis 6 3.85%

Opsonin 18 11.54%

Orion 8 5.13%

Pacific 6 3.85%

Renata 6 3.85%

Square 19 12.18%

Others 42 26.92%

Total 156 100

Anxiolytics

Acme 14.81%

Square 22.22%

Sonear 22.22%

Opsonin 25.93%

Others 14.81% Opsonin

Sonear

Square

Acme

Others

From the earlier page bar diagram we can determine that in the therapeutic class of

Antiulcerant Square holds the leadership with 12.18% market share while opsonin holds

second place with 11.54% market share. The rest of the companies market share are Drug

International-9.62%, Beximco-8.97%, Acme, Jayson and Orion-5.13% and others different

small companies hold 29.93% market share.

FINDINGS FOURTEEN:

Therapeutic class: Anxiolytics.

Total Product: 27



1. Opsonin 25.93%

2. Sonear/Square 22.22%

3. Acme 14.81%

Company Percentage


Acme 4 14.81%

Opsonin 7 25.93%

Sonear 6 22.22%

Square 6 22.22%

Others 4 14.81%

Total 27 100

From this

above bar

Cough Expectorants

Others 21.43%

Incepta 14.29%

Glaxo 14.29%

BPL 14.29%


BPL

Glaxo

Incepta

Others

diagram we can easily see that in the therapeutic class of Anxiolytics Opsonin leads the

industry with 25.93% market share while Sonear and Square hold second position with

22.22% market share. Acme holds 14.81% and others different small companies also hold

14.81% market share.

FINDINGS FIFTEEN:

Therapeutic class: Cough Expectorants.

Total Product: 14

Two leading Pharmaceuticals


1. Square 35.71%

2. Beximco/Glaxo/Incepta 14.29%

Company Percentage


Beximco 2 14.29%

Glaxosimithkline 2 14.29%

Incepta 2 14.29%

Square 5 35.71%

Others 3 21.43%

Total 14 100

From this above all chart we can determined that in the therapeutic class of Cough

Expectorants Square leads in the industry with Market share of 35.71% and BPL, Glaxo and

Analgesic Prescription PercentageOthers 12.04%

Incepta 7.23%

ACI 8.43%

Square 14.45% Acme

16.86%

BPL40.96%

BPLAcme

Square

ACI

Incepta

others

Incepta hold second place 14.29% market share respectively. Others different small

companies hold 21.43% market share.

FINDINGS SIXTEEN:

Therapeutic class: Analgesic

Total Product: 83



1. Beximco 40.96%

2. Acme 16.86%

3. Square 14.45%

4. ACI 8.43%

5. Incepta 7.23%

Company Percentage


ACI 7 8.43

Acme 14 16.86

Beximco 34 40.96

Incepta 6 7.23

Square 12 14.45

Others 10 12.04

Total 83 100

Iron-deficiency

Others 27.78%

Acme 8.33% J ayson

13.89%SK+F 19.44%


SK+F

Jayson

Acme

Others

From this above bar chart we easily identify that in the therapeutic class of Analgesic

Beximco Pharmaceuticals Ltd leading market share with 40.96% and Acme stand in second

place with 16.86% market shares. Other companies like Incepta and ACI holds market share

of 8.43% and 7.23% respectively. Others company holds 12.04% market share.

FINDINGS SEVENTEEN:

Therapeutic class: Iron-deficiency.

Total Product: 36.

Four leading Pharmaceuticals


1. Square 30.56%

2. SK+F 19.44%

3. Jayson 13.89%

4. Acme 8.33%

Company Percentage


Acme 3 8.33%

Jayson 5 13.89%

SK+F 7 19.44%

Square 11 30.56%

Others 10 27.27%

Total 36 100

Antispasmodics

Ambee 35%

Aventis 35%

BPL 20%

Others 10%

Ambee

Aventis

BPL

Others

From this chart we can really understand that in the therapeutic class of Iron deficiency

Square Pharma hold 30.56% market share and act as a market leader. The share rest of the

companies are SK+F-19.44%, Jasyon-13.89%, Acme-8.33% and other different companies-

27.78%

FINDINGS EIGHTEEN:

Therapeutic class: Antispasmodics.

Total Product: 20.

Two Leading Pharmaceuticals


1. Ambee / Aventis 35%.

2. Beximco 20%

Company Percentage


Ambee 7 35%

Aventis 7 35%

Beximco 4 20%

Others 2 10%

Total 20 100

Anti-infective

Gaco, 24.24%

Novartis, 18.18%Reman,

12.12%

Glaxo, 9.09%

others, 24.24%

opsosaline, 12.12%

Gaco

Novartis

opsosaline

Reman

Glaxo

others

From this above all bar diagram we can identify that in the therapeutic class of

Antispasmodics Ambee and Aventis leading the way with 35% market share. Beximco holds

20% market in this class and others company’s hold 10% market share in this industry.

FINDINGS NINETEEN:

Therapeutic class: Anti-infective.

Total Product: 33

Four Leading Pharmaceuticals


1. Gaco 24.24%

2. Novartis 18.18%

3. Opso saline/Reman 12.12%

4. Glaxosmithkline 9.09%

Company Percentage


Gaco 8 24.24%

Reman 4 12.12%

Opsosaline 4 12.12%

Novartis 6 18.18%

Glaxosmithkline 3 9.09%

Others 8 24.24%

Total 33 100

From the bar diagram of earlier pages we can identify that in the therapeutic class of Anti-

infective Gaco leading the industry with market share of 24.24%. The rest of the company’s

market shares are Novartis 18.18%, Opsosaline 12.12%, Reman 12.12%, Glaxosmithkline

9.09% and others small companies hold 24.24% market share.

CAUSES OF GOOD PERFORMANCE OF BPL:

Until now the tried to explain the performance of Beximco pharmaceuticals Ltd in the overall

market and also in different therapeutic classes. But let us try to analyze the reason for which

Beximco Pharmaceuticals is one of leading Brand in country. From my point of view I think

the following variables plays the most important part behind the success of Beximco

Pharmaceuticals Ltd. in Bangladesh and also across the globe. They are-

Distribution Strength.

Quality controls of BPL.

Product Innovation.

Use of modern technology in production.

People

5.20.1 DISTRIBUTION STRENGTH:

Distribution of product is very important no matter how good product is. In case Beximco

pharmaceuticals Ltd. the distribution of BPL product is really good. In fact BPL has a

distribution unit I & I services Ltd which is the distribution wing of chemical divisions. It

maintained a large distribution network and covers over 25000 retail pharmacies every month

all over the country. Along with this a highly sophisticated computerized order processing

system, adequate logistic facilities like vehicles, depots and also professional sales people are

also there in order to keep pace with increasing market demand. So, strong distribution

system of BPL plays a vital role in the success of BPL in Pharmaceutical industry

Bangladesh.

5.20.2 QUALITY CONTROLS:

Quality is the ultimate factor that works in the mind of the customers which create brand

image at the end of day. The Beximco Pharmaceuticals Ltd. is known for its products. The

strength of BPL lies in its quality controls system and up to date manufacturing facilities. It

has established manufacturing facilities conforming to GMP and WHO standards. During all

stages of manufacturing operation from receiving raw material to the release of the finished

product the requirement of GMP are strictly adopted.

5.20.3 PRODUCT INNOVATION:

Product innovation is successive factor behind the success of Beximco Pharmaceuticals Ltd

in the pharmaceutical industry of Bangladesh. BPL knew that in order to survive in this

challenging market product innovation is need to focus on deeply. So, as result research and

development department were established in order to innovat new product, improving

production process, product quality for further strengthen the position of BPL in the industry.

This R & D teams is also continuously monitoring market feedback of various product to find

ways of betterment. In 2005 BPL adds 49 new products lunched across a range of therapeutic

classes with its existing brands including dosage forms and strength.

5.20.4 USE OF MODERN TECHNOLOGY IN PRODUCTION:

Beximco Pharmaceuticals Ltd. is equipped with modern and updated technology in their

production process. In the production process BPL is adopting all modern technology which

strengthing the quality of product in more efficient manner. From my point view think this is

another reason for the success of BPL in Bangladesh and also across the globe.

5.20.5 PEOPLE:

BPL’s most vital resource is its people. Its dedicated team of professionals form various

disciplines are integrated in conducive environment to achieve companies objective. The

people of BPL strongly believe in the company’s philosophy of serving the nation and

contributing to the society. BPL’s over 1,981 young, energetic, professionals ensures the

timely promotion and smooth running of the product to every parts of the country. Thus this

is another factor for the success of BPL.

At the conclusion of this section would like to say that now Beximco is a name of unique

quality, commitment for society, customers and all parties involved with BPL. Co-ordination

of this factor is another reason behind the success of BPL. If BPL could not make the co-

ordination between these variables then the situation might have been different from now.

CHAPTER SIX: RECOMMENDATION AND CONCLUSION

From the earlier section we have seen the situation of Beximco Pharmaceuticals Ltd. overall

market share and in therapeutic class in comparison with other company’s. Besides Beximco

Pharmaceuticals Ltd. is doing really well in the pharmaceuticals industry of Bangladesh in

fact Beximco Pharmaceutical Ltd. is one of the market leader in this industry. They are not

only fulfilling the local demand but also the demand of foreign market. Beximco

Pharmaceutical is exporting their product in 19 countries and earning a lot of foreign

exchange.

From point of view do not find any discrepancy between the survey findings of MRC and all

partisan approach. In fact as Beximco Pharma is implementing the survey findings properly,

they are acting as the market leader in this pharmaceutical industry. MRC department

conduct the survey and prepare the survey report on monthly basis and send that report to

CPM department. CPM department analyze that report and implement the findings if they

think it as necessary.

The current performance shows that Beximco Pharmaceuticals holds 19.26% market share in

the overall market. But prescription also shows that there are some products which have high

demand in the market in other way we can say that this product of BPL is contributing greatly

for high market share. This product are-

Demandable Products of BPL

Serial No. Products Therapeutic Class

1. Napa Paracetamol.

2. Amdocal Angina & ischemic.

3. Tycil Antibacterial.

4. Arixon Antibacterial.

5. Intracef Antibacterial.

6. Neofloxin Antibacterial.

7. Atrizin Antihistamine.

8. Pedeamin Antihistamine.

9. Filmet Atiprotozoal.

10. Neoceptin R Antiulcerant.

11. Bronkolax Bronchodilator.

12. Neosten Skin.

13. Aristovit-M Vitamin

From my prescription share analysis I also found that Beximco Pharmaceuticals performance

in some therapeutic class is not that good in fact in those therapeutic class their market share

is very low. BPL authority should not only depend on the demandable product rather they

should try to focus on such therapeutic class where their market share is very low. Some of

therapeutic class where BPL market share is low are-

Anaesthetics.

Anthelmintics.

Antidepressant.

Anxiolytics.

Diabetics.

Anti-infective.

RECOMMENDATION FOR IMPROVEMENT:

From two months of internship experiences think the following measures could be taken by

Beximco Pharmaceuticals authority for further strengthing their position both in the local

market and also across the globe.

Adaptation of more advance technology in their production process.

Initiative for producing the raw materials themselves that is introduction of raw

material manufacturing unit so that the company does not need to import the raw

material. As a result this will reduce this cost of production.

Improvement of compensation structure for the staffs and employees of BPL.

Uses of Modern updated software’s in all departments for accomplishing the task

especially in MRC department use of SPSS software which I think will make the

work more effective and efficient. It will also save a lot of time and energy.

Maintenance of formal dresses during the office hour.

Evaluation for the good performance of the employees by introducing award and

incentives.

BPL should try to perform some social responsibility like establishment of Hospital,

providing medical facility to any rural areas for particular period of time etc.

At the end would like say that Bangladesh is poor country where we have to depend on

import of foreign product for fulfillment of demand. But pharmaceutical industry is an

exception which doest not depend on foreign product rather we can fulfill our demand by

ourselves. This is a great proud for us. Our pharmaceutical product is full of outstanding

quality which has created demand not only in Bangladesh but also across the globe. That day

is not far when Beximco Pharmaceutical Ltd. will become a global based company.

BIBILOGRAPHY:

1) Annual Report of Beximco Pharmaceutical Limited, 2000.






7) Booklet of Beximco Pharmaceuticals Ltd.

8) Marketing Research.

---------Naresh K. Malhotra ( Fourth Edition )

9) Quick Index for Medical Product.

---------------Vol-10.

10) Quick Index for Medical Product.

----------------Vol-12.

11) www.beximco-pharma.com

www.beximco.org

http://www.beximco.org/

http://www.beximco-pharma.com/

Beximco Pharmaceuticals Industry is one of fastest growing and one of the largest foreign revenue ea

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