1.

CRM practices by pharmaceutical companies in India

Pharmaceutical companies

Market share of CRM

2011

2012

2013

Cipla
Mankind
Sun farma
Lupin

practices year ( 2010)

10.5
27.2
15.5
12.3

19.2
34.2
28.4
18.2

12.5
13.5
24.1
25.2

17.5
18.5
21.2
12.52

Analytical interpretation
The latest orgims rankings of the market shares of pharma companies in the domestic market for
the 12 months ended may have thrown up many insights. in the cipla10.5%,19.2%,,12.5%,,17.5
%,in the year 2010 -2013 mankind 27.5%, ,34.5%,,13.5%,,18.5 %,sun pharma 15.5%,, 28.5%,
24.1%, ,21.2%, lupin 12.3%,, 18.2%, ,25.2%,, 12,52% in the year 2010 -2013.

Table1.1 Profiles analysisCOMPANY

LUPIN

MANKIND

GLAXOS

PFIZER

CIPLA

PROFILE

MITHKLINE

Established

1968

1995

1924

1849

1935

Turnover

1.39

30 billion

26.4 billion

51.6 billion

1.5 billion

billion
Employee

12710

10000

100000

103700

26000

Product

Anti-TB,

Antibiotics,

Anti-infective,

Pain

Cardiovascu

Range

Cephalos

Antifungals,

dermatology, gy

,Genitourinar

lar,

porin

Gastrointestinal, NS

necology,

y ,Allergy

and

AIDs,Anthelmintic,

diabetes,

and

Cardiova

Cardiovascular,

oncology,

Respiratory ,

scular

Dermal and Erectile

cardiovascular

Neuroscienc

drugs,

Dysfunction

disease and

diabetes,

categories

respiratory

Antibacterial

, respiratory,

diseases.vaccin

, Stem Cells

urology,

es, for hepatitis

and

children

A, hepatitis B,

Regenerativ

health,

invasive disease

e Medicine

diabetes,HI

Antibody

V AIDS

antiinflamma
tory and
respirator
y therapy.

OTC &
FMCG
brands:Unw
anted72,
PregaNews,
Kustody,
Adiction,
Gas-O-Fast,
and
Manforce
Condoms

caused by H,
influenza,
chickenpox,
diphtheria,
pertussis,
tetanus,
rotavirus,
cervical cancer,
streptococcus

Technologie
s ,Allergy
and
Respiratory,
Peptide
Technologie
s,Tissue
Repair

Antiinfective, an
ti-malarial,
oncology,
osteoporosis

pneumonia and

Pain

others.

,Genitourinar
y ,Allergy
and
Respiratory ,
Molecular
and
Translation
al Medicine

Key advantages of a Pharma CRM over Generic CRM

Reduced start-up cost, a key for all companies of all sizes

Scalable and easy to configure solution

Faster time to implement ( 6 weeks to 3 months)

Reduction in support costs between SaaS SFA & onsite SFA solution

A measurable increase in Sales

A measurable reduction in Bottom Line

Total Channel Integration

Total Company Buy-in and Understanding

Removal of Silo mentality. Unlock the Intelligence trapped in Silos.

Bringing CRM and Branding together. Consistent product or service proposition at all
times

Enhancement of a Knowledge Management culture; supported by processes and

systems

2. To know about the Mankind pharma.

Year
2005-06
2006-07
2007-08
2008-09
2009-10
2010-11
2011-12
2012-13
2013-14

Revenues ( Rs. crore )

338
486
618
812
1043
1588
1909
2383
3000

Analytical interpretation
The above data the researcher analyze that the growth of mankind company in india

3. The customer relationship management policy of Mankind Pharma.

Making a strategic decision on what problems the CRM system is to address, what
improvements or changes it should bring in the business processes of the organization.

Choosing an appropriate project manager. Typically IT will be engaged, however a

manager with a customer service/sales and marketing focus should be involved, as the
impact of the project will be mainly on the business side.

Ensuring executive sponsorship and top management support.

Empowering team members with the required authority to complete the tasks.

Selecting the correct implementation partner. They must have both vertical and horizontal
business knowledge, as well as technical expertise.

Defining KPI's that will measure the project's success.

Using a phased approach. Working towards long-term enterprise-scale implementation

through a series of smaller, phased implementations.

A paper entitled "CRM Implementation: Effectiveness Issues and Insights" (2006)

provides several useful insights for CRM implementation.

Analytical interpretation
The above data the researcher analyze that the CRM policy of mankind company in India
Ensuring executive sponsorship and top management support. Empowering team
members with the required authority to complete the tasks. Selecting the correct
implementation partner. They must have both vertical and horizontal business knowledge,
as well as technical expertise.

4. Market strategy of Mankind pharma

Value chain analysis: comparison

VALUE
CHAIN
COMPONE
NTS

LUPIN

FIRM
INFRASTR
UCTURE

corporate office

biotechnology
R&D center

Manufacturing
Units

MANKI
ND

corporat
e office

Researc
h Centre

Manufac
turing
Units

GLAXOS

PFIZER

CIPLA

corporate
office

corporate
office

consumer
healthcare
center

Manufacturi
ng Units

MITHKLINE

corporate office

Manufacturing
Units

R& D
department

R& D unit
Manufacturin
g Units
R& D unit

HUMAN
RESOURCE
MANAGEM
ENT

Recruitment ,
training,
Employee
benefit

Recruit
ment ,
training,

Compensation,

Work

Learning and

Organizational
Development,

Talent
Acquisition,

HR
Generalist,

Learning and
Development

Talent
Acquisition,

RESEARCH
AND
DEVELOP
MENT

Process
Research,
Advanced Drug
Delivery Systems
(ADDS) Researc
h,
Novel Drug
Discovery and
Development
(NDDD),

life
balance

Development

Mankin
d
Researc
h Centre
Innovati
on in
technolo
gy, new
molecul
e

Bioelectronics

Neuroscience

Tackling, the
threats of
antibiotic
resistance, and

Antibacterial,
Stem Cells
and
Regenerative
Medicine

Epigeneticturn-ons and
turn-offs

Biotechnology
Research.

OPERATIO
N

Lupin's global
manufacturing
operations are
spread across
India and Japan.

manufacturing a
ndsupplying
APIs andformula
tions.

Its
business
operatio
n in
India
namely
Discove
ry,
Future,
Special,
Vet, &
Lifestar.

Starting
its
operatio
n in

Operation
includes
manufacture,
formulate, fill,
pack, control,
release and
deliver over 1.4
billion doses.

Operational
Sustainability
Team help for
this purpose

Learning and
Developmen
t
API
development
Respiratory
device
Formulation
development

Molecular
and
Translational
Medicine
,Antibody
Technologies
,Peptide
Technologies,
Tissue Repair
Business
Operations
strive to set
the standard
for quality,
safety and val
ue in the
discovery, de
velopment
and manufact
ure of
medicines

technologic
allychallenging
formulation
s
sophisticate
d
manufacturi
ng plants

Srilanka
,
Vietnam
,
Philippi
nes,
Nepal &
Rwanda
SALES AND
MARKETIN
G

SERVICES

Large Dynamic
Sales Force,
Robust
Distribution
Network

Patient
Education,
Medical help,
Customer help

aggressi
ve
marketin
g
policy ,
custome
r
engage
ment
model

Commercial
teams are
responsible for
understanding
our patients,
consumers and
customers.

Home
health
care,

GlaxoSmithKlin
e consumer
healthcare India

Toll free
number

Strategy
Marketing
Market
Access
Sales (outside
US)

Direct Stock
Purchase and
Dividend
Reinvestment
Plan,
Direct
Deposit of
Pfizer
Dividends

Strategic tie
up for sales
and
marketing
with global
MNCs

Employee
self service
Shareholder
information

External analysis by Porters five forces model

Organization
Threat of New

Suppliers

Buyers

Rivalry from

entrants

bargaining

bargaining

competitors

power

power

Lupin

Low

Medium

Low

High

Pfizer

Low

Low

Low

High

GlaxoSmithKlin
e

Low

Low

Low

High

Mankind

Medium

Low

Low

Medium

Cipla

Low

Low

Low

Medium

Table2.3 Situation analysis

ORGANIZATION
STRENGTH

LUPIN

MANKIND

PFIZER

1. Worldwide leader in

1.Highest Prescribed

1. Excellent research

Cephalosporin and Anti

2. strong distribution

and development

TB drugs

network

2. Mergers and

3. unique ads

acquisitions

2. In the US and
Japanese market it is the

3. Strong brand

largest generic player

WEAKNESS

name

1.High dependence on

1.very niche category

1.issue of safety of

global formulation

of market

drugs

business

2. less regular sell

2. Patent expiry

2.Forecasting done on

1. Negative

technological level is

campaigns by AHF

less

2. Tough competition

3.It operates in low

growth segments

OPPORTUNITY

1. Emerging

1. Related

1. Increasing

technological trends in

diversification

awareness

drug delivery

2. Growth in modern

2. mergers and

2.

retail

acquisitions

1. Promotion and

1.Risk of

Increasing prevalence
of TB

THREATS

1.Rigid opposition

2. Soaring cost of

advertising a little

unsuccessful new

discovering novel

difficult

Products

products

2. Competition from

2.Regulatory

unbranded and local

environment

products.

Analytical interpretation
From the above table all the strength, weaknesses, opportunities and threats can be analyzed and
used in the strategy formulation of the above five companies of pharmaceutical industry. This
information can also be used in decision making of any important situation.

Finding
The latest org ims rankings of the market shares of pharma companies in the domestic
market for the 12 months ended may have thrown up many insights. in the
cipla10.5%,19.2%,,12.5%,,17.5 %,in the year 2010 -2013

mankind 27.5%, ,

34.5%,,13.5%,,18.5 %,sun farma 15.5%,, 28.5%, 24.1%, ,21.2%, lupin 12.3%,, 18.2%, ,
25.2%,, 12,52% in the year 2010 -2013 ,
The above data the researcher analyze that the CRM policy of mankind company in india
Ensuring executive sponsorship and top management support. Empowering team
members with the required authority to complete the tasks. Selecting the correct
implementation partner. They must have both vertical and horizontal business knowledge,
as well as technical expertise.

From the above table all the strength, weaknesses, opportunities and threats can be
analyzed and used in the strategy formulation of the above five companies of
pharmaceutical industry. This information can also be used in decision making of any
important situation.

Recommendation
After completion of the research work the researcher came to some suggestion to the
Pharmaceutical brands. This could help the company in development & improvement of brand
image, product selling process, market share and distributions hip. This is helpful in future
development of the company. The following points come in the suggestion parts which came
after the analysis and finding of the research report:1. The company should improve the quality of the product.
2. The company should improve its promotional activities through advertisement, free gifts
etc.

3. Since the price of the product is also an important factor which influence the purchasing
decision so the company should design the products price according to the customer
affordance level.
4. Company should instruct the sales representatives not to make extra ordinary
commitments on behalf of the company for sale.
5. The distribution channel should be arranged according to the convenient of the customer.
6. Pharmaceutical brands should try to emphasis more on providing their infrastructure in
the market to facilitate their customers.
7. The companies should introduce new varieties of products for
attracting the various age group and different gender.

Conclusion
Starting with a turnover of Rs 3.8Cr in 1995 Mankind Pharma is expected to touch Rs 2500 Cr in
2013.
Mankind Pharmaceutical business has been growing at about 18 per cent annually, compared
with the industry average of 13-14 percent. But the profit margin is growing at 12-13%
compared with industry average of 20%.
They operate at profit margin of 13-14% compared to industry average of about 25-30%.
After strategic analysis of five companies namely Lupin, Mankind, GlaxoSmithKline, Pfizer, and
Cipla it can be straight way concluded that their strategies are aligned with their vision and

mission; Lupin heading towards it vision by continuous innovation and healthcare improvement
with having competitive advantage of anti TB drug and cephalosporin, Mankind by its strong
portfolio of businesses, geographies and products range looking forward to achieve its vision,
GlaxoSmithKline investing huge money in R&D and exploring new market to become
indisputable leader of industry, Pfizer by its wide range of medicines and brand image its
fulfilling its promise to deliver innovative product, and Cipla is providing varied range of
medicines to make the customers self-reliant and self-sufficient. These comparative strategic
analyses of these five companies provide the concise analysis of those companies.
Mankind is already present in 90 % of the total market product portfolio. Therefore to launch
new drugs it will need to come up with new dosage forms and delivery systems in much the
way its competitors are doing. Current pricing strategy of Mankind leaves it vulnerable to attacks
from other emerging low price players in the market. Entry of an ultra low cost player can wipe
out Mankind from the market. Another major concern is that there is a perception in the metros
and tier 1 cities that Mankind's drugs are of poor quality simply because they are cheap. For an
aggressive entry in to chronic segment, mankind needs a face change. To substantiate the quality
of their products a modern R&D facility needs to be setup or strategic alliances should be made.
The initial investment is huge and so is promise of high profit margins. It will also enhance
Mankinds image as a legitimate and credible competitor in the global pharmaceutical arena.

Limitation

The study is based on secondary data.

The study is confined only to specific sectors and few examples are given only due to
data and time constraints.

Researcher cannot get wide information during Research.

Researcher is only on indicator and cannot solve the problem.

This research report is part of my course-curriculum and I have analyzed the problem
with the limited time and knowledge which was at my disposal.

Bibliography
1. Magazines
a. Business World
b. Business Today
c. Business India
d. Strategic Management
e. The Business Enterprise
2. Newspapers

a. Times Of India
b. Economic Times
c. The Asian Age
d. Hindustan Times
e. Business Standard
3. Websites
a. http://agro.indiamart.com/agricultural-commodities/soft-drin
b.

http://www.mankind.com

c. http://www.rasnainternational.com/
d. http://en.wikipedia.org/wiki/madicine
e. www.researchersworld.com
f. www.managementparadise.com

4. Reference Books
o Strategic Management Society
o Strategic Human Resource Management In Small And Growing Firms