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INTRODUCTION

ORIGIN OF THE REPORT


Within the internship period in Beximco Pharmaceuticals Ltd I was assigned the
task by Mr. Rizvi- Ul- Kabir; Senior Manager; Sales & Marketing, Beximco
Pharmaceuticals Ltd, asked me to prepare an image analysis of the
pharmaceuticals industry of Bangladesh. Dr. M. Jahangir Alam; Associate
Professor; IBA; University of Dhaka, accepted the proposal to supervise the
report as guide on behalf of IBA, University of Dhaka.

OBJECTIVES OF THE STUDY


BROAD OBJECTIVE
i)

To fulfill the requirement of MBA degree as necessitated by IBA,


University of Dhaka.
Analyze the image of Beximco Pharmaceuticals Ltd in comparison to
the other leading pharmaceuticals companies.

ii)

SPECIFIC OBJECTIVES
i)
ii)
iii)
iv)
v)
vi)

To identify the dominant participants in the industry


To study the comparative image of the product element of BPLs marketing
mix.
To study the comparative image of the pricing element of BPLs marketing
mix.
To study the comparative image of the place element of BPLs marketing
mix.
To study the comparative image of the promotion element of BPLs
marketing mix.
To study the overall comparative image of BPL.

TITLE OF THE REPORT


The title of the internship report is Analysis of the competitive image of
Beximco Pharmaceuticals Ltd in the Pharmaceuticals industry.

SCOPE
Patients purchase those drugs that are prescribed by the doctors. Therefore, the
doctors are considered the ultimate customers of pharmaceutical products.
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Doctors from different fields (specialty) have been interviewed for the purpose. I
have undertaken the survey both in the rural and urban areas of Bangladesh with
the assistance of the sales executives of Beximco Pharmaceuticals Ltd.

METHODOLOGY
In this study, exploratory research was undertaken. To undertake the research,
some primary tasks had to be accomplished:
1) Search for secondary data
Study reports on Bangladesh pharmaceuticals market
Market research done by BPL
Information published by Information Medical Statistics (IMS)
Reference books on the pharmaceuticals marketing
2) Questionnaire survey
Both executive method and questionnaire method was used for the purpose
of the report. However, the survey was conducted through questionnaire
interview among all the respondents.

LIMITATIONS
A major limitation of the report was the only the doctors were chosen as the
respondents. The respondents could have included the patients and the
chemists. However, as the geographical area covered was large, these two
segments were left out.
Field force biases came into the survey. During taking samples, they went to
those doctors with whom they had good relations.

BEXIMCO GROUP
Corporate Scenario
Beximco is the largest business conglomerate of private sector in Bangladesh.
Apart from the national government Beximco employs highest number of people
in the country. 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 names in the countrys business
arena.
Beximco practices an appropriate combination to delegate authority and
responsibility that works to motivate employees and yield better performance for
the company as a whole. Recruiting the efficient and potential people, planning to
develop human resources, exploring business opportunity, and information
management have strengthened the effectiveness and image of the group.

Corporate Structure
Beximco is a group of 34 companies and most of these are being operated
through eight divisions. These divisions are created of the companies that are
strategically related. The divisions namely are as follows:

Beximco Group
Textile Division

Chemical Division

(Contains 6 Companies)

(Contains 4 Companies)

Jute Division

Real State & Construction

(Contains 3 Companies)

(Contains 2 Companies)

Marine Foods Division


(Contains 2 Companies)

IT Division

Training Division

Media Division
Newspaper & Magazine

(Contains 1 Companies)

Ceramic

(Contains 3 Companies)

Trading and Others

Figure 01: Corporate Structure

The side branches are the divisions. The segments at the bottom of the tree are
not considered, as division rather exists at their names.
The number of companies in each division is different. The companies of
Beximco group in relation to division have been elaborated as follows:

LIST OF MAJOR COMPANIES INCLUDED IN BEXIMCO GROUP

Division
Textile Division

Chemical Division

Real state & Construction Division


Trading Division
Jute Division
Marine Food Division
Media Division
Information Technology Division

Others

Company
Padma Textile Mills Ltd.
Beximco Synthetics Ltd.
Beximco Apparels Ltd.
Beximco Knitting Ltd.
Beximco Textiles Ltd.
Beximco Denims Ltd.
Beximco Fashions Ltd.
Beximco Fabrics Ltd.
Beximco Pharmaceuticals Ltd.
Beximco Infusions Ltd.
Pharmatek chemicals Ltd.
I&I Services Ltd.
Beximco Engineering Ltd.
Shinepukur Holdings Ltd.
Bangladesh Export Import Ltd.
Beximco Holdings Ltd.
New Dacca Industries Ltd.
Sonali Ansh Ltd.
Esses Exporters Ltd.
Beximco Foods Ltd.
Beximco Fisheries Ltd.
Beximco Media Ltd.
Beximco Softech Ltd.
Beximco Systems Ltd.
Beximco Computers Ltd.
Bangladesh Online Ltd.
Shinepukur Ceramics
Gammatech Ltd.

BRIEF OF THE DIVISIONS


The divisions of the Beximco group have been introduced as following in a brief
way.

TEXTILE
This division consists of 8 companies, represents Beximco in countrys fastest
growing apparel business sector. Beximco is now leading this trend with capacity,
variety, and quality of the products. Beximco produces polyester yarn, makes
different fabrics and mostly supports its own garment business. This is an
example of backward linkage that would have been done in Bangladesh in order
to strengthen the garment business. Beximco Denims Ltd. is the only denim
fabric producer in Bangladesh.

JUTE
Beximco has two separate facilities to produce jute yarns that are among largest
in the country. Until the jute business has got the setback in international market
this division was one of the prime contributor to the group and the country as
well. The main operation was to produce the jute yearn and export. Beximco is
the pioneer of making jute yarn and twine for Axminister carpet and served 12%
of the total demand of these kinds in the world market. Although today it does not
seem to sketch prospective future of it.

REAL STATE & CONSTRUCTION


It has two companies within this division. One is involved in construction named
as Beximco Engineering. It established its credibility through successfully
contributing as the largest local partner for the Bangabondhu Jamuna Bridge
construction. The other one Shinepukur Holding is operating its business in land
development and apartment building. It aims to contribute in solving city
accommodation crisis.

MARINE FOODS
This group added significantly to the group through success in fisheries business.
Its project location is in Coxs Bazar. The turn over of the group was also boomed
by the contribution of the export of marine foods to international market.

TRADING
This division holds the initial business trend of Beximco, indeed. It looks for the
opportunity of import-export the commodities that have the demand in the
market. This division is really dynamic and high profit contributing to the group.
With a brand portfolio that includes Wartsilla SA (generation equipment), Arjo
Wiggins (security & treasury papers) of France, and DuPont Inc. (chemicals),
Sterling Diagnostic Imaging Inc. (film products) and Valvoline Inc. (petroleum
products and industrial lubricants) of the USA. The Trading Division also
represents overseas marine food buyers by acting as a sourcing agent on their
behalf and providing quality control.

IT
The companies included in this division are Beximco Computers, Beximco
Systems, and BOL Online. Beximco Computers Ltd. is still the nation's largest
volume re-seller of IBM PCs. With the launch of a new version of BexiBank, an
integrated multi-user, multi-tasking banking application system, Beximco
Computer Ltd.'s software is in use at over 300 branches of 15 major banks
nationwide.
Beximco's first foray into education, Beximco Systems Ltd. is joint venture
collaboration with the largest information technology institute of India, NIIT.
Modeled after NIIT's highly successful training centers across India, the NIIT
Centers in Bangladesh have the highest growth rate of any NIIT facility for
enrollment levels in its short courses and degree programs.
Bangladesh Online Ltd. (BOL), Beximco's Internet company launched its
operation in August of 1998. The company has the fastest access among ISPs in
Bangladesh.
This division to serve groups interest in the most booming sectors of the world
that is Information Technology. Since it started operation it proceeded very fast
and became the market leader soon. It is pioneer company in Bangladesh to
offer complete solution of automation. It also introduces the brand IT products to
this country.

MEDIA
It is involved in publication of dailies and monthlies both in English and Bengali.
The publications are The Daily Mukto kantha, the Daily Independent,
fortnightly The Ananda Bhuban, Shaili, weekly Onneysa. The Bengali daily
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newspaper has been closed its operation. Although BEXIMCO's first foray into
the media field was just three years ago, its products have made significant
inroads into the publishing arena. BEXIMCO has also launched a news agency,
the Associated Press of Bangladesh, to provide up-to-date and accurate newsfeeds to the Bangladeshi press.

CERAMIC
Shinepukur Ceramics manufactures and markets high quality porcelain and Bone
china tableware in collaboration with NIKKO, a premier Japanese Company. It
promotes elegance and distinction for both international and local users of
tableware.
Shinepukur Ceramics plans to export the majority of its production to the global
market and is backed by the long-standing experience and competence of its
people. The company has invested in state-of-the-art machinery and technology.
All of its products are manufactured under strict international quality control
guidelines.

OTHERS
Apart from divisional identity there are some more companies being operated
within the groups corporate structure.

CHEMICAL DIVISION
Beximco Chemical Division consists of four companies and is mainly involved in
pharmaceutical business so far.
Beximco Chemical Division with its annual turnover of fifty five million dollars is
perceived as the flagship of the Beximco Group. Products and services offered
by the Chemical Division are trendsetters in the country.
This division is comprised of the following companies:

Beximco Pharmaceuticals Ltd

Beximco Infusions Ltd.

Pharmatek Chemicals Ltd.

I & I Services Ltd.

BEXIMCO PHARMACEUTICALS LTD.


Beximco Pharmaceuticals Ltd. or BPL is one of the leading pharmaceutical
manufacturers in the country. BPL manufactures and markets a high quality and
cost-effective range of about 80 formulations covering all major therapeutic
groups. The commissioning of BPL's Basic Chemicals Unit in 1990, established a
very significant milestone in the history of the country's chemical industry. It not
only met 90% of the country's demand for two vital raw materials, ampicillin and
amoxycillin but also started selling these to overseas markets, including South
Korea and Malaysia.

BEXIMCO INFUSIONS LTD.


Beximco Infusions Ltd. Or BIL, another wing of the Chemical Division went into
production in July 1993 with an annual production capacity of 6 million bottles of
life saving I.V. fluids. In only three years, BIL managed to gain substantial
headway against its competitors attaining a 30% market share in 1996. The
sophisticated manufacturing facility and environment control system of the plant
is believed to be the most modern in the country, as well as the region.
PHARMAPLAN GMBH of Germany, a leading name in IV solutions worldwide,
built this facility on a turnkey basis. Well reputed for its quality both at home and
abroad, BIL is the first and only Infusions Company in Bangladesh to obtain ISO9001 certification.

PHARMATEK CHEMICALS LTD.


Pharmatek Chemicals Ltd. is the leading bulk producer of paracetamol in
Bangladesh. It caters to almost 60% of the local market and supplies its products
to both national and multinational companies operating in Bangladesh. The
company is managed and operated by BPL under a long term management
contract

I & I SERVICES LTD.


I & I Services Ltd. Is the distribution wing of the Chemical Division. It maintains a
large distribution network and covers 20,000 customers nationwide. A highly
sophisticated order processing system, logistic facilities in terms of vehicles,
depots, and a team of professional sales staff keep pace with the ever-increasing
market demand for timely execution of orders and quality services.

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BEXIMCO PHARMACEUTICALS LTD.


Beximco Pharmaceuticals Ltd. is one of the four companies strategically included
in the Beximco Chemical Division. BPL attained turnover of Tk. 2.453 billion
during 2000.
It all began in 1980 when BPL's first product made under license of Bayer AG,
Germany rolled out of a small manufacturing plant in Tongi, Dhaka. Products
made under license of Upjohn Incorporated, USA followed. After its initial years of
struggle it broke ground with the launching of its own products in 1983. Today,
BPL holds almost 15% share in the domestic market.
The commissioning of BPL's Basic Chemicals Unit in 1990, established a very
significant milestone for it. It not only met 90% of the country's demand for two
vital raw materials, ampicillin and amoxycillin but also started selling these to
overseas markets, including South Korea and Malaysia.

DEPARTMENTALIZATION
BPL operates its business through extensive departmentalization as needed.
This is for specified effectiveness of the tasks. The business activities of BPL, BIL
and PCL are directed, controlled and monitored from the head office of Beximco
Pharmaceuticals Ltd. located at 7A, Dhanmondi, Dhaka. Being a leading
Pharmaceutical company in the country it employs good number of people in
different departments to keep its business thriving. The following major
departments coordinate the activities of BPL, BIL and PCL:
Central product management (CPM) department
Planning department
Purchase Department
Sales department
Sales education and training department
Medical services department
Business Research & Development department
International marketing & fine chemicals department
MIS department
Finance and Accounts department

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CPM
CPM stands for Central Product Management that takes care the total marketing
of a product. It includes
i)
selection of new product
ii)
design of new product
iii)
design of packaging
iv)
Introduction of the product to the market and others

PLANNING DEPARTMENT
The planning department ensures smoothness of total operation of BPL. It is
concerned with the following:
i)
The production planning and
ii)
Raw material procurement.
iii)
Inventory Planning
Based on sales forecast from the CPM planning department breaks up the yearly
sales forecast to monthly basis and develop the planning of production, purchase
and stock maintenance. It also initiates the negotiation of purchase. It refers the
suppliers quotations to the purchase departments.
Planning department try to ensure buffer stock of three months of all the raw
materials to meet any untoward events or circumstances in market.

PURCHASE DEPARTMENT
The purchase department is concerned with all the purchases of BPL. Apart from
purchasing it keeps the record for tracking the costs of the company. This
department works in coordination with planning department for negotiation and
price fixing.

SALES DEPARTMENT
To follow the recent management of the business world the sales department has
been completely separated from marketing department. It sets the forecast in
coordination with marketing department and upon fixation of the sales it is the
responsibility of the sales department to realize the yearly sales volume
forecasted. The departmental works in following pattern:

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Director
Sales manager
Asst. sales manager (2)
Regional sales controller (10)
Field supervisor (5-8)
Medical Representative ( 4-5 under each)
Figure 02: Managerial Hierarchy of Sales Department
Medical representatives are farthest unit of the organization. They are to
generate demand for products. They are trained before sent for field.

TRAINING DEPARTMENT
Training department is to provide the training to the medical representatives of
the company. This training is necessary to improve the quality of job-related
function. The curriculum of training varies from group to group. The department
basically offers 4 types of training programs:

Induction Training Programs (for MRs )

Supervisory Management Programs (for FSs)

Advanced Supervisory Management

Refresher Training Programs (for everyone in sales in as and when basis).

The MRs are virtually the direct product of this training department. The selling
skill of the MRs are dig out through the training session on that ultimately BPL
depends for attaining its target sale.

MIS DEPARTMENT
The MIS department is the department that takes care of total automation of BPL.
It supports the hardware and network of the company and the factory. It
maintains the automation regularly and keeps the pace with the global IT. The
MIS department also maintains the radio-link between the factory and the headoffice.
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Though separately dealt before, recently software department has been


incorporated with MIS department. This software section is to work for developing
software solutions as per organizational requirements. It also supports the other
companies requirements of the chemical division. The facilities of MIS
department are available round the clock for 24 hours.

MSD
MSD stands for Medical Services department. It is a unique department in this
industry as BPL established this first ever in order to create easy relationship
through using the professional linkage with the doctors, the ultimate customer of
the pharmaceutical companies.
This is a supporting department that provides services (e.g., slide preparation,
providing different journals, books etc.) to the health professional on different
issues and receives feedback from them. It arranges seminars on different issues
such as diseases and their cures in different parts of the country. It publishes a
special Medical Newsletter quarterly and sends the current issues to the enlisted
doctors at free of cost. The newsletter consists of important, recent medical
articles. It also provides news gathered from Internet and allows free browsing
facility for the doctors. Thus it helps the medical community and at the same time
increases the company image outside.

BUSINESS RESEARCH & DEVELOPMENT DEPARTMENT


The department began its operation for the purpose of working on market
development both domestic and international. It assists product development
and marketing of new products. The product development process is as follows:
Market
Researc
h

Molecula
r
Structure

Development
Sample

Analytical
Method
Dev.

Stability
Profile

Quality Assurance (in each stage in factory) and Quality Control improvement is
another concern of this department. It suggests the SOP (Standard Operating
Guideline), which is the biggest part of GMP (Good Manufacturing Practices). It is
mention that by practice BPL follows the highest standard of quality suppose as
suggested by WHO. Purchase and material management coordination is also
included within responsibilities of this department.

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INTERNATIONAL MARKETING
It is note that BPL has started marketing its product internationally. This
department is concerned with the international promotion and marketing of BPL
finished products and basic chemicals. It analyzes country analysis in terms of
health status, economy, market and its growth, legal bounds of entering the
market with its product etc to find the feasibility to market its products. So far it
has 18 export outlets.

MULTIMEDIA DEPARTMENT
BPL is the only pharmaceutical company that has a multimedia department. This
department is helping in the promotional activities of BPL. It designs medical
videos for the doctors. The color, size, shape, lettering etc. of the text are
carefully selected to attract the target audience easily.
It has designed some Kiosks that have been placed in some medical colleges for
the students to learn and be trained.
The department also provides audio-visual aids to other departments of the
company and also assists to decorate the publications.

FINANCE AND ACCOUNTS DEPARTMENT


There are three sections in this department.

Treasury section
Accounts section
Cost and budget section

Treasury section deals with banks and bills. It also looks after the cash planning
and management.
Accounts section is there to maintain all records and transactions. it is automated
with aid of the software named MAPICS (Manufacturing Accounting Planning
Information Control System).
Cost and budget section identifies the cost centers and prepares the budget.
Cost section calculates the product cost and cost of goods sold. The annual
budget preparation starts at October. Budget review is done quarterly (internally)
and half-yearly (by the top management). It compares the budgeted and actual
sales and expenses and prepares reports on them.

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SWOT Of BPL
Upon study of the organization BPL some of the finding are as follows:

STRENGTH
BPL is one of the leading companies in the pharmaceutical industry of the
country and could attain almost 15% of the local market. The strength of attaining
such position in the industry are:

BRAND LEADERSHIP
As survey showed that 27 of BPLs products are found to be brand leaders out of
47 products surveyed while 10 stand at second place.

MARKET RECOGNITION
Beximco has secured market recognition in the market through innovative
marketing strategies and aggressive product promotion. The companys strong
support to the medical community has gained its brand loyalty from the doctors.

MARKET GROWTH
The market is expected to grow by 15 to 20% per annum for the next 5 years.
The compounded annual growth for the previous 6 years was 15%. The next
stage of growth is expected to come from backward integration to manufacture
high volume raw materials, introduction of Hi-Tech manufacturing process that
are difficult to imitate products, and exports.

AGGRESSIVE DIVERSIFICATION
BPL is keen to diversify its capacity of produce and market. Strong export
demand and international product registration have led BPL to embark on a
massive capacity expansion as evident in expansion of plant and establishment
of new plant in compliance with FDA (Federal Drug Association) quality mark .
Recently BPL signed a new contract for loan of about 1100 million BDT for its
FDA (Federal drug Administration) compliant plant that costs over BDT 3,000
million BDT.

BASIC CHEMICALS AND MULTIPURPOSE CHEMICAL PLANT

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Currently bulk antibiotics amoxycillin, ampicillin, and cloxacillin are being


produced with an installed capacity of 35 tons per month. It is going to introduced
Cephalexin and Cephradine very soon; like-wise in its multi purpose unit,
production of Amlodipine, Fluconazole, Clotrimazole, Cetirizine Hcl, Tramadol,
and Riboflavin 5-phosphate sodium.

OPPORTUNITIES
There are some of the sectors where BPL has not entered but that possess
ample opportunities. One of such sector is SVP or small volume Parenteral that is
known as injections in the market. Due to having the quality attainment capability
as evident in producing IV products, expertise and resource BPL should
immediately think of this product and decide upon having the feasibility study.
International market is also another very lucrative sector for BPL. In the world
market the low cost of product is an important upper hand for BPL to market its
product. The new FDA compliant plant will assist BPL to confirm the world market
about the quality of its products.

WEAKNESSES
The company does not produce any kind of injectibles. The company can
increase its market share by producing injectibles.
BPL has a narrower product line and number of products than its principal
competitors in the market. Unless the product line and number of product are
expanded the market share of BPL will be endangered in near future.

THREATS
Competition from the local pharmaceutical companies and the very specifically in
context of price is a major threat for BPL. The poor economic status of
Bangladesh requires a low price of drugs to ensure public health. For the reasons
like high cost of maintaining quality of products and high distribution cost etc the
products of BPL cost higher than that of other companies. As a result BPL is in
fear of loosing market in the rural areas of Bangladesh.
The year 2005 will be crucial for BPL as well as for all other local pharmaceutical
companies. Currently Bangladesh market is protective for facilitating the local
companies in pharmaceutical sectors in such way that any product able to meet
the local demand cannot be imported. Also till to date companies can buy basic
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ingredients of pharmaceutical products at very low cost materials from India and
China as these country do not follow the international patent law. However after
implementation 2005 GAT (General Agreement of Trade) being a signatory
Bangladesh will be in pressure to not buy the raw materials from the country
those will not follow global patent law. GAT will pursue product patent registration
system and royalty on patent will be enforced. As a result the raw material cost
would go higher than now. This will eventually endanger BPL further as it is
already in crisis due to having high product price.

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LITERATURE REVIEW
"Perception defined: "Perception is defined as the process by which an
individual selects, organizes and interprets stimuli into a meaningful and coherent
picture of the world. It can be described as how we see the world around us."
For pharmaceutical products, patients are the ultimate consumers of the
products. However in most cases they purchase those drugs that are prescribed
by the doctors. So doctors are considered to be the target customers for
pharmaceuticals products. Considering this, we would consider doctors as the
customers and proceed accordingly.
"Physicians tend to be more rational in their decision making than ultimate
consumers. They prescribe to fit the needs normally are of a practical nature. But
it should not be forgotten that these physicians are individuals having personal
needs which become enmeshed with their roles as decision makers of their
patients. Thus, even choice of a prescription drug may be made on bases which
are non-rational or emotional.
The advertisers (marketers) have recognized the various factors which influence
prescribing decisions and have structured their advertising appeals toward these
factors. The following is a list of types of appeals used to influence prescription
drug decision :

RATIONAL APPEALS :
1. Product Related Appeals

Economy

Degree of Innovation

Differentiation/ Position

Packaging

Dosage Form/ Taste

2. Physician Related Appeals

Peer/ Specialist Approval

Pharmaceutical/ Therapeutic Committee Approval

Therapeutic Aid in Practice


3. Clinical Use Appeals
Dependability
Safety

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Clinical Illustration
Effectiveness
Reminder

1. Patient Related Appeals

Compliance

Quality of life

Patient Acceptance/ Preference


5. Manufacturer Related Appeals
Experience
Service
Special Expertise

NON-RATIONAL APPEALS:

Empathy
Humor
Sex
Curiosity
Fear
Unusual non-clinical illustration
Ego gratifying
Anger/ Defensiveness
Patriotism

Any advertiser attempts to relate the specific benefits of his product to the
specific needs of the consumer of the advertising message. Varying advertising
appeals are merely reflections of varying needs of the advertising target as
determined by the advertiser. This is true for any advertising. Prescription drug
advertising is a special case, however. Some of the distinctive characteristics of
this market are listed below:
1. The consumer of the advertising is often not the consumer of the product
2. Institutional advertising {designed to enhance the firm's image rather than
promote a specific product) is of greater importance here than in many other
markets.
3. Because of the nature of the
communications tend to be confused.
disseminate research results. On the
reputable journals may stimulate the

products, advertising and scientific


On one hand, advertisements may
other, favorable scientific reports in
sale of products. Some claim that

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pharmaceutical advertising at times becomes educational in character since the


information it contains may constitute a valuable aid to therapy.
4. In theory, the physician is a rational decision-maker, somewhat similar to the
industrial goods purchaser so that the emotional appeals of consumer advertising
might (again in theory) be inappropriate to the audience. In actual practice,
however, it is not at all unusual to see an emotional appeal in prescription drug
advertising. Our working hypothesis is that the rational appeal is more useful for
primary-demand stimulation; and the emotional appeal for selective demand
stimulation.
5. Product and institutional advertising (or combinations) are important to the
pharmaceutical manufacturer trying to establish its brand names. Although
straight - forward advertisements by unknown manufacturer may be effective
under special conditions, they may be viewed with some suspicion by some
readers.
6. Ethical pharmaceutical products seem to be adopted in response to the
combined stimulus of an unusual number of different forms of promotion
(detailing, journal advertising, direct mail, and communication with other
physicians and/or pharmacists). The relative influence of each advertising
medium in stimulating the continued use of a drug product may be entirely
different from its relative influence in introducing the same product.
7. Drug advertising is unique in presenting both the good and the bad about the
product. Although federal regulation plays a large role in this, few, if any, other
industries routinely point out the shortcomings of their products in their
advertising. ." (Micky C. Smith, 1991)
"The totality of the communication process influences the way in which different
audiences perceive an organization. In the pharmaceutical industry there arc two
types of communication: i) interpersonal and ii) impersonal. Selective attention of
doctors, noise created by competitors and the environment, selective perception
of brands, and so on are few barriers to any pharma communication process. The
source and credibility of communication is very important for every pharma
brand.
Interpersonal communication sources are either formal or informal. Among formal
sources, other fellow physician's influences, guides, coworkers, pharmacists and
professors provide additional credibility. In the case of informal sources, the
family, neighbors, and non-professional friends influence the choice.

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In impersonal communications; reference of college and university for physicians,


corporate image of brand, brand image of a product, and the government
influence the communication impact.
The risk dimensions represents the level of prescribing risk, degree of uncertainty
about innovation, and the prescribed clinical interest in the product. The
rationality dimensions represent the level of rational arguments available to
convince the physicians of the product's effectiveness.
One of the most crucial aspects of the marketing strategies of a pharmaceutical
company is effective communication with the target market. Usually a variety
of communication means comes into play the sales force, journal
advertising direct mail, conferences, samples, gifts, newspaper advertising,
freestanding supplements, cable TV, teleconference, video cassettes, video
magazines, and telemarketing. Given the nature of the pharmaceutical
products, personal communication with prescribes is a key factor for success.
The sales force muscle of drug companies is, and will be , together with the
quality of their products the most important factor in obtaining successful
product penetration and sales.

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MARKETING STRATEGIES
Before patients can benefit from the steady stream of modem medicines flowing
from the pharmaceutical industry, an important part of the fast-moving process of
innovation is to keep doctors, pharmacists and other health professionals up to
date with the work going on in clinical research and to inform them about the
availability of new medicines. Studying different market characteristics is the main
function of 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
Prescription-only medicines - available only through a doctor's prescription
Pharmacy sale medicines -Only registered pharmacy can sell these medicines
with or without the prescription of a doctor.
OTC (Over the Counter) medicines - Any one can buy and sell these
medicines.
Marketing of Pharmaceutical product is different in Bangladesh. In Bangladesh
the drug buying and selling is completely regulated by rules. Pharmaceutical
Products cannot enjoy advertising like any other consumer products. So personal
selling is the way the products can be advertised and sold. As, Over the Counter
products do not require any rule to buy or sell it has a chance to go through print
advertising and television advertising. But marketing of prescription only
medicines and pharmacy sale medicines can be done only through personal
selling.
Different buying behavior has a great impact on marketing a product.
Understanding the consumer's buying attitude is the first 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 position.
After analyzing the buyer's attitude, the second important factor is to make the
sales force effective and efficient. This is done through extensive training and inhouse medical education programs. Once the sales team (medical promotion
executives) has acquired adequate knowledge and interpersonal skills, they are
set off into the market. A typical medical representative a science graduate and
will have access to considerable detail about the company's products. Medical
representatives are a convenient and helpful way for doctors to get rapid and
accurate information about medicines. They must maintain a high standard of
ethical conduct and must not employ any inducement or subterfuge to gain an
interview. Relevant inexpensive promotional items are provided. Hospitality can
be provided only in association with scientific and promotional meetings, scientific

23

congresses and other such meetings. It can only be provided to appropriate


delegates or participants. The level of hospitality must be secondary to the main
purpose of the meeting.

24

MEDICAL REPRESENTATIVES
Personal Selling is the interpersonal arm of the promotion mix. Personal selling
involves two way, personal communication between Medical Representatives and
doctors. Since Medical Representatives represent the company to doctors they
are vital in creating the image of the company in the customer's mind. Therefore,
BPL gives extra concern in managing and sprucing up its Medical Sales team.
Basic Requirements for recruiting a Medical Representative:

Masters degree with science background


Minimum second classes all through academic life
Good interpersonal skills
Well Groomed

Medical Representative's Major Responsibilities:

Conducting recall researches to chose the right and potential doctors


Visiting the doctors
Detailing product features to Doctors
Generating Demand from Doctor's end
Visiting the Chemists to collect indent from them
Placing the indents to the distribution department through sales
department

Routine Work of Medical Representatives:

In a working day, a MR has to visit 16 doctors and 10 chemists


In a single visit, on an average, he has to detail 8 to 10 products, out of
which 2 are usually new products and the rest are follow up products
On an average, a MR has to spent 15 minutes for a doctor
He has to submit a monthly tour program report

In-house Training programs provided to the Medical Representatives:


42 day long Induction Training Program to develop:
Grooming
Attitude
Morality
Motivation
Communication Skill
Selling Skill

25

Fundamental Training Program on:


Basic Medical science
Biology
Chemistry
Biochemistry
Molecular Science
Regular Training Programs on topics related to specific products (Product
interaction, constituents, product kinetics, dosage, competitive advantages, side
effects, etc).
Basis for designing a territory for the Medical Representative:

Number of doctors and chemists in the territory


Geographical Location
Communication/ traveling time between two visiting points
Number of possible calls per day

26

PROMOTIONAL TOOLS
Scientific Seminar: The Medical Department arranges seminars and
workshops covering a wide range of medical topics. These events are led by
Beximco's team of Medical service experts and are attended by members of the
medical profession. It also organizes a good number of National Symposia on
specialized medical topics, which are attended by country's renowned physicians
and scientists.

Newsletter: The Medical Newsletter is a compilation of latest information


gathered from articles published in different national and international journals
covering all disciplines of medical science. The Newsletter is circulated among
17500 doctors in the country and is also distributed in Myanmar, Pakistan and
Kenya. Doctors who do not have access to international journals can obtain
information relevant to their practice from the newsletter.

Special Publications: The pharmaceutical industry is also deeply involved in


doctors' continuing education, and helps in training prescribes in the uses and
techniques of new medicines. GPs and other health professionals would find it
difficult to keep up to date with scientific and medical advances in health care
without these initiatives. Scientific and technical meetings make available
specialist expertise and speakers in therapeutic areas, which the doctors
themselves have often selected as being relevant and useful. Around half of all
educational meetings are sponsored by the pharmaceutical industry and may be
in therapeutic and clinical areas in which the company may have no direct
product involvement.

Responding to Doctor's Queries: Beximco takes great care in answering


queries from doctors. The Medical Department's team of highly dedicated
professionals is well trained to attend these queries. The company encourages
doctors to send their queries in postage paid envelopes attached to every copy of
the newsletter or on a specific query form distributed in each clinical meeting.
Currently most of the doctor's queries are met through its own Internet facilities.

Medical Illustration and Audiovisual Aids: To assist physicians in sharing


the results of their academic research and experiences with the larger medical
community, Beximco extends its services to a great extend, in preparation of
presentation packages including slides, transparencies and texts. The medical
department has built up an extensive video library of internationally reputed video
journals on different medical topics. Theses videocassettes are about actual
surgical procedures, the latest information about treatment modalities and
various ailments.

27

PRODUCTS
Beximco Pharmaceuticals Limited does not simply believe in introducing new
molecules, it also believes in creating the difference in the market place by
offering impeccable quality. BPL stands on the heritage of bringing innovative
medicine to people. BPL's products are all intended to help people to live healthy
lives. BPL's portfolio features a range of high quality, effective products, some are
the first of their kind and many are ranked number one in their therapeutic area.
A team of highly qualified people sets BPL's product feature and attribute. Arts
and science are blended together inside BPL's products. BPL's products are
designed and engineered in such manner that their overall presentation, size,
shape, color, flavor, viscosity, coating, etc are completely different from those of
the competitors. Whatever may be the dosage form or packaging-blister, strip,
bottle, cartons, labels, etc, BPL's presentations are widely recognized for their
best aesthetic look among all competitive brands.
Beximco offers a comprehensive range of about 80 formulations in various
dosage forms such as tablets, inhalers, capsules, creams, suspensions, syrups,
suppositories, etc. From anti-ulcerates to vitamins, antibiotics to bronchodilators.
Beximco has a widely diversified product portfolio. Every year the company
introduces new products. In 2003 BPL launched 12 new products.
In Bangladesh, Beximco enjoys very high brand loyalty. Many BPL products are
brand leaders in their respective categories. Neoceptin-R Beximco's ranitidine
formulation has 15.5% market share and has been the brand leader for a number
of years. It is Beximco's highest selling product. Napa, Beximco's paracetamol
reign the analgesic markets with a 27.5% market share and has been the brand
leader for the 10 th consecutive year.
BPL's asthma inhalers have enjoyed excellent sales growth over the years and
have received huge response from the patient and doctors. Other therapeutic
classes of drugs where BPL brand still lead include ACE inhibitor, systemic anti
fungal, respiratory anti inflammatory, prostatic drug, topical anti hemorrhoid,
digestive enzyme, etc.
Blockbuster Products in 2004
Success of a pharmaceutical company depends on how effectively it establishes
its brands in the market. The excellent blending of world class manufacturing
technology and innovative marketing strategies made BPL successful in
achieving brand equity for its products. As a result the number one product by

28

value and the number one by unit in Bangladesh pharmaceutical Industry and
also the highest selling drug in the cardiovascular class belongs to BPL.
NAPA - number one product by value
Napa is the highest selling product by unit. Napa has become a household brand
in the mind of physicians as well as consumers of Bangladesh.
NEOCEPTIN R - Number one product by value
One of the major revenue earning products of BPL is Neoceptin R. It is also the
highest selling product by value and is the undisputed leader in Bangladesh
Pharmaceutical Market.
AMDOCAL - Highest selling drug in the cardiovascular market
Amdocal is one of the most prestigious and revenue earning products of BPL. It
is the highest selling product in the cardiovascular market.

29

PRODUCT LIST
BRAND NAME

DOSAGE FORM

GENERIC NAME & STRENGTH

Capsule
Tablet
Syrup
Drops
Suppository

Tramadol. HCI 50mg


Paracetarnol 500 mg
Paracetamol 120mg/5ml
Paracetamol 80 mg/ml
Paracetarnol. 125mg/20mg/500mg

Tablet

Al Hydroxide 400mg.Mg Hydroxide


Simethicone, 30mg
Al Oxide 200mg. Mg Hydroxide
Simethicone 30mg

ANALGESIC/ ANTIPYRETIC
Lucidol
Napa

ANTACID & ANTIFLATULENT


Flatarneal-DS

Suspension
Lactarneal

Tablet
Suspension

A] Hydroxide 250mg.Mg Hydroxide


Al Oxide 175mg. Mg Hydroxide

Anthehnintic
Melphin

Tablet
Tablet
Suspension

Albendazole 400mg
Pyrantel Pamoate 125 mg
Pyrantel Pamoate 50 mg

Crearn

Tretinion 0.025%

Tablet

Metronidazole 200 mg
Metronidazole 400 mg
Metronidazole 80 Orng
Metronidazole 200 mg/5m]

ANTI-ACNE
Cosmotrin

ANTIAMOEBIC
Filmet

Suspension

ANTI-ANGINAL
Monate
Neocard

Tablet
Tablet

Isosorbide, Mononitrate 20mg


Dilitiazern 30mg
Difitiazern 60mg

Tablet

Arniodarone HCL 100 mg


Arniodarone HCL 200 mg

Injection
Injection
Injection
Injection
Injection
Injection
Tablet

Ceftriaxone, Ig
Ceftriaxone, Ig
Cefcriaxone 250 mg
Ceftriaxone 250 mg
Cefiriaxone 500 mg
Ceftriaxone 500 mg
Linezolid 400mg
Linezolid 600mg
Linezolid 100mg/5ml

ANTI-ARRHYTHMIC
Pacet

ANTIBACTERIAL
Arixon Ig IM
Arixon I g IV
Arixon 250mg IM
Arixon 250mg IV
Arixon 500mg IM
Arixon 500mg IV
Arlin

Suspension

30

BRAND NAME

DOSAGE FORM

GENERIC NAME & STRENGTH

Cephalen

Capsule

Cephalexin 250mg
Cephalexin 500mg

Decacycline
Etrocin

Capsule
Syrup
Capsule
Tablet

Evo

Suspension
Tablet

Flubex

Capsule

Intracef

Suspension
Capsule

Cloxacillin 500 mg
Cloxacillin 125mg/ 5ml
Tretracycline, 250mg
Erythromycin 250mg
Erythromycin 500mg
Erythromycin 125mg/5ml
Levofloxacin 250mg
Levofloxacin 500mg
Flucloxacin 250mg
Flucloxacin 500mg
Flucloxacin 125mg/5nd
Cephradine 250mg
Cephradine, 500mg
Cephradine 125mg/5m]
Cephradine 125mg/1.25.1
Cephradine 250mg
Cephradine 500mg
Pefloxacin 400mg
Doxycycline 100mg
Trimethoprim 160mg
Trimethoprim. 40mg

ANTIBACTERIAL
Clobex

Isofloxin
Megadox
Megatrim DS
Nebactil
Neofloxin
Neofloxin XR
Odycin
Rolacin
Sparlin
Triocim.
Tycil
Tycil DS
Xegal

Suspension
Drops
Injection
Injection
Tablet
Capsule
Tablet
Suspension
Suspension
Tablet
Sustained
Release Tablet
Tablet
Tablet

Ciprofloxacin 250 mg
Ciprofloxacin 500 mg
Ciprofloxacin 750 mg
Ciprofloxacin 500 mg
Moxifloxacin 400ing
Clarithromycin 250mg

Suspension
Tablet
Tablet
Suspension
Capsule
Suspension
Drops
Suspension
Tablet

Clarithromycin 500mg
Sparfloxacin 200mg
Cefixime 200mg
Cefixime 100mg/5ml
Amoxycillin 250mg
Amoxycillin 125mg/5ml
Amoxycillin 125mg/1.25m]
Amoxycillin 250mg/5m]
Gatifloxacin 400 mg

Tablet
Tablet

Finasteride 5mg
Tamsulosin 0.4mg

Tablet

Tarnoxifen 10mg

ANTI -BPH
Prosfm
Uroflo

Anti-Cancer
Tarnona

31

BRAND NAME

DOSAGE FORM

GENERIC NAME & STRENGTH

ANTICHOLINERGIC
Impramid

Inhaler

1pratropiurn Bromide
20ug/actuation

ANTICOLIC
Neodrop

Suspension

Simethicon 67mg/mI

ANTIDEPRESSANT
Apresin
Atralin
Frenxit
Melev 20
Modipran

Tablet
Tablet
Tablet
Tablet
Capsule

Fluphenazine, 0.5mg
Sertralin 50mg
Flupentixol 0.5mg
Paroxentine 20mg
Fluxotine 20mg

Tablet
Tablet
Tablet
Tablet
Tablet
Sustained
Release Tablet
Tablet

Glipizide 5mg
Pioglitazone 15mg
Gliclazide 80mg
Gliclazide Img
Mefformin HCL 500mg
Metformin HCL 500mg

Tablet
Tablet

Cinnarizine 15mg
Ondansterone 8mg

Oral Susp.
Capsule
Crearn
Vaginal Tablet
Tablet
Crearn

Nystatin 100,00units/ml
Fluconazole 50mg
Clotrimazole 0. 1%
Clotrimazole 0.2gm
Terbinafine 250mg
Terbinafine 1%

Tablet
Controlled
Release Tablet

Carbarnazepine 200mg
Carbamazepine 200mg

Tablet
Syrup
Tablet

Cetirizine HCL 10mg


Cetirizine HCL 5mg/5ml
Fexofenadine 120mg

Tablet
Tablet
Tablet
Syrup

Mebhydrolin 50mg
Levocefirizine 5mg
Desloratadine 5mg
Desloratadine 2.5mg/5ml

ANTIDIABETIC
Diactin
Diaglit
Diapro
Diaryl
Informet
Informet LA
Premil

Repaglinide 0.5mg

Antiemetic
Inarzin
Onsat 8

ANTI-FUNGAL
Fungistin
Ornastin
Neosten
Neosten VT
Terbex

ANTI-EPILEPTIC
Epilep
Epilep CR

ANTI-HISTAMINE
Atrizin
Axodin
Bexidal
Curin
Momento

32

BRAND NAME

DOSAGE FORM

GENERIC NAME & STRENGTH

Syrup
Tablet

Diphenhydramine 10mg/5ml
Loratadine 10mg

Tablet
Tablet
Tablet
Tablet
Tablet
Tablet
Capsule
Tablet
Capsule

Amlodipine 5mg
Tablet
Amlodipine 5mg
Irbesartan 75mg
Captopril 25mg
Carvedilol 6.25mg
Enalapril 5mg
Lisinopril 5mg
Ramipril 1.25mg
Losartan Potassium 25mg
Valsartan 80mg

ANTI-HIV/AIDS
Avifanz
Avifix
Avilarn
Diavix
Triovix

Tablet
Tablet
Tablet
Tablet
Tablet

Efavirenz 600mg
Nelfinavir 250mg
Larnivudine 150mg
Lamivudine 150mg
Nevirapine 200mg

ANTI-MIGRAINE
Avidro

Tablet

Pizotifen 0.5mg

ANTI-OBESITY
Sibulin
Alendon

Capsule
Tablet

Sibutramine 5mg
Alendronate Sodium 10mg

ANTI-PLATELET
Ordel

Tablet

Clopidogrel 75mg

ANTI-PSYCHOTIC
Sensipin

Tablet

Clozapine 25mg

Rostil
Spanil
Taverin

Tablet
Tablet
Tablet

Mebeverine HCL 135mg


Hyoscine Butylbromide 10mg
Drotaverine 40mg

ANTI-ULCERANT
Gastalfet
Neoceptin R

Tablet
Tablet

Sucralfate 500mg
Ranifidine 150mg

Syrup
Tablet
Capsule
Tablet
Tablet

Ranifidine 75mg/5ml
Clarithromycin 500mg
Omeprazole 20mg
Metronidazole 400mg
Esorneprazole 20mg

Pedeamin
Pretin

ANTI-HYPERTENSIVE
Amdocal
Amdocal Plus
Arbit
Cardopril
Dilapress
Enaril
Neopril
Primace
Prosan
Valcap

ANTI-SPASMODIC

Neo Kit
Opton

33

BRAND NAME

DOSAGE FORM

GENERIC NAME & STRENGTH

Proceptin
Protolan
Yamadin

Capsule
Capsule
Tablet

Omeprazole 20mg
Lansoprazole 15mg
Famotodine 20mg

Inhaler
Inhaler
Inhaler
Tablet
Syrup
Tablet
Tablet

Budesonide 200ug/actuation
Salmeterol 25uglactuation
Beclomethasone Dipropionate
Ketotifen Img
Ketotifen lmg/5ml
Zafirlukast 20mg
Montelukast 10mg

Inhaler
Inhaler
Tablet
Syrup

Salbutarnol 100 ug/actuation


Salbutarnol 25 ug/actuation
Salbutamol 2mg
Salbutarnol 4mg

Sustained
Release Tablet

Aminophylline 350 mg

CALCIUM SUPPLEMENT
Aristocal
Tripec

Tablet
syrup

Calcium 500mg
Guaifenesin 100mg
Pseudoephedrine HCL 30mg

COUGH SUPRESSANT
Dextromethorphan

Syrup

Dextromethorphan 10mg/5ml

COX-2 INHIBITOR
Cox B
Recox
V-Cox

Capsule
Tablet
Tablet

Celecoxib 100mg
Rofecoxib, 12.5 mg
Valdecoxib 10mg

DIGESTIVE ENZYME
Zymet

Tablet

Pancreatin 325mg

DIURETIC
Resitone

Tablet

Spironolactone 50mg

GASTROPROKINETIC
Deflux

Tablet

Domperidone 10mg

syrup

Ferrous Sulpahte 200mg/5ml


Ferrous Fumarate 308mg
Iron 47mg+Folic Acid 500ug
Iron 47mg+Folic Acid 500ug

ASTHMA PROPHYLACTIC
Aeronid
Bexitrol-F
Decomit
Tofen
Zukast
Monocast

BRONCHODILATOR
Azmasol
Bexitrol
Bronkolax

Larnox LA

IRON SUPPLEMENT
Aristoferon
Aristrofil-Fe Tablet
Efol ER
Hefolin SR
Carofol Z

Capsule
Sustained
Released Tablet
Capsule

Carbonyl Iron 50mg, folic acid

34

BRAND NAME

DOSAGE FORM

GENERIC NAME & STRENGTH

Syrup
Powder for
Solution

Lactulose 3.35gm/5ml

Tablet
Tablet
Capsule

Atorvastatin 10mg
Siravastatin 10mg
Gemfibrozil 300mg

Tablet
Syrup

Bromohexine 8mg
Bromohexine l0mg/5ml

MUSCLE RELAXANT
Relentus,

Tablet

Tizanidine 2mg

NASAL ANTI-INFLAMMATORY
Decomit Nasal Spray

Spray

Beclomethasone Dipropionate 50ug

NASAL DECONGESTANT
Nazolin Nasal Spray

Spray

Oxymetazoline 25ug/actuation

LAXATIVE
Serelose
Frelax
LIPID LOWERING AGENT
Atova
Avastin
Fibril
MUCOLYTIC
Spulyt

NON-STEROIDAL ANTI INFLAMMATORY DRUG


Fenamic
Capsule
Nuprafen
Tablet
Reumafen
Tablet
Suspension
Ultrafen
Tablet
Suppository
Ultrafen SR
Sustained
Ultrafen Gel
Released Tablet Gel
Ultrafen Plus
Xidolac
Xynofen 100 SR

Tablet

Tablet
Sustained
Released Tablet

Polyethylene glycol 3350 UNSF

Mefenamic; acid 250mg


Naproxen 250mg
lbuprofen 200mg
Ibuprofen 100mg/5ml
Diclofenac Sodimn 25mg
Diclofenac Sodium 12.5mg
Diclofenac Sodium 25mg
Diclofenac Sodium 1%
Diclofenac Sodium 25mg
Ketoprolac 10 mg
Ketoprolac 100 mg

OVULATORY STIMULANT
Fertil

Tablet

Clomiphene Citrate 50mg

Noscab

Cream

Permethrin 5%

TOPICAL ANTIBIOTIC
Bumsil
Furasep
Fusidic Plus
Gentosep

Cream
Cream
Ointment
Cream

Silver Sulphadiazine 25g


Nitrofurazone 0.2%
Sodium Fusidate 2%
Gentamicin 3mg/gm

Scabidical

35

BRAND NAME

DOSAGE FORM

GENERIC NAME & STRENGTH

TRANQUILIZER
Keolax
Nightus
Zolax

Tablet
Tablet
Tablet

Clobazarn 10mg
Bromazepam 3mg
Alprozolam 0.5mg

URINARY INCONTINENCE
Uricon

Tablet

Oxybutycin HCL 5mg

Cerivin
Zocil

Tablet
Tablet

Vinpocitine 5mg
Cilostazol 100mg

VITAMINS & MINERALS


Aristoplex
Aristovit-B
Aristovit-M
Aristovit-X
Ascobex
Avitron -V
Bextrum.
Bextrurn Gold
Formula-E
Momvit

Syrup
Tablet
Tablet
Tablet
Tablet
Tablet
Tablet
Tablet
Tablet
Tablet

Vivis

Capsule

Vitamin B I 5mg, vitamin B2mg


Vitamin B 15mg, vitamin B2mg
I I Vitamins, 5 minerals & Iron
8 Antioxidant Vitamin & minerals
Ascorbic Acid 250mg
Thiamine HCL 100mg
12 Vitamins, 18 minerals & Iron
14 Vitamins, 18 minerals & Iron
Vitamin E 50mg
Vitamin A26667 I.U, Vitamin A4001
Ascorbic acid 50 mg
Vitamin E 30 mg, Vitamin C 60 mg

ZINC SUPPLEMENT
Zedex DS

Syrup

Zinc Sulphate 10mg/5ml

VASODILATOR

36

PEOPLE
People make a company. BPL's success is based on attracting, developing and
retaining talented and motivated employees. They share both a company's desire
to excel and its commitment to improving the lives of the people. The employees
of BPL believe in collaborative spirit. They appreciate that working as a team
multiplies the strength of the individuals involved as well as the impact of the
results.
Skill acquisition and development for all staff is key to a company's growth
through innovation. In this regard, BPL is always on the look out to identify
training needs of their employees in order to enable them to carry out the
entrusted responsibilities. Training programs undertaken, not only address skills
relating to the specialty of the individuals concerned, but also improving
leadership, management and project coordination abilities.
Their purpose is not simply to explore the potential of today's new technologies
but to unleash the creativity in every person engaged with the company. Because
BPL believes the real measure of their success is not the power of technology but
the power it unleashes in people.
BPL has highly educated white-collar employees comprising of approximately
76% of total BPL's workforce. Among them are:
Ph.D.
Engineers
Pharmacists
CMA
CA
MBA
Chemists
Biochemists
Microbiologists
Physicians
Others (Graduate)

06
23
73
05
01
12
80
10
02
11
651

It is BPLs people who make them different from their competitors. the secret of
BPLs success story lies in their people.

37

ACI PHARMACEUTICALS
In 1973, the UK based multinational pharmaceutical company, ICI p1c,
established a subsidiary in Dhaka, known as ICI Bangladesh Manufacturers
Limited. In 1992, ICI plc divested its share to local management, and the
company was renamed Advanced Chemical Industries (ACI) Limited
ACI formulates and markets a comprehensive range of more than 120 products
covering all major therapeutic areas, which come in tablet, capsule, powder,
liquid, cream, ointment, gel and injection forms. ACI also imports products from
world-class multinational companies like ASTRAZENECA, UK; ELI LILLY, USA
and UCB, BELGIUM and markets world-renowned brands like Diprivan,
Fluothane, Nolvadex, Accolate, Meronem, Atarax, Humulin, Ceclor etc. in
Bangladesh.
ACI is actively engaged in introducing newer molecules and new drug delivery
systems to meet the needs of the future.
ACI introduced the concept of quality management system by being the first
company in Bangladesh to achieve ISO 9001 certification in 1995 and follows the
policy of continuous improvement in all its operations.
ACI maintains a congenial and supportive relationship with the healthcare
community of Bangladesh, with the belief that business excellence can only be
achieved through pursuit of quality by understanding, accepting, meeting and
exceeding customer expectations.
The management of ACI, a competent team of professionals, thus operates with
a progressive attitude to provide effective solutions to satisfy the customers'
needs, through its products and services of uncompromising quality.

PLANT
Location and area
The pharmaceutical manufacturing plant is located at Narayangarj, by the bank of
river Shitolokkhya. It encompasses a land area of 11. 5 acres.
Facilities
The plant is well designed and well equipped with all latest facilities and state-oftheart technologies. The responsible team of plant workers, supervisors, officers
and managers strictly follow cGMP recommended by WHO and In-process
Quality control methodology for production and meets all national regulatory
requirements.
38

Medical information update


ACI will shortly introduce a flash mail service and its website updates for the
members of medical profession with latest information for their professional
practices.
Marketing & Sales
Under the leadership of the business head, Chief Operating Officer Mr. M
Mohibuz Zaman, this highly skilled and motivated team of professionals is
dedicated in formulating effective strategies to meet the challenges in the everchanging market, developing new products tailored to satisfy the customers
current needs, exploring new opportunities in both home and abroad, and
working for consistent growth and increased market share for ACI.
Product Development
This creative team of professionals is engaged in developing new formulations
and dosage forms with competitive advantages and strong product differentiation.
Production
This highly skilled team is dedicated in producing products with consistent quality
under clearly defined Standard Operating Procedures (SOP) in compliance with
the procedures and instructions of ISO 9001 quality system.
Quality Assurance
This dedicated team plays the vigilant role of controlling, ensuring and
maintaining the consistent quality of products for which ACI is so well recognized.

MARKETS
Domestic market
Being a developing country, the pharmaceutical market and at the same time, the
pharmaceutical industry of Bangladesh is growing. In this growing market, ACI
has been able maintain its growth above the market growth through its innovative
marketing strategies as well as products and services of uncompromising quality.
In Bangladesh, ACI introduced the concept of quality management system by
being the first company in Bangladesh to achieve ISO 9001 certification that
reflects its commitment to quality in every aspect of business.
ACI covers the health care community of whole Bangladesh based in both urban
and rural markets through its 18 strategically located depots.

39

International market
To fuel the continuous growth of ACI, the company has started exploring
international markets. The quality of ACI products, strengthened by its ISO 9001
certification, has brought immediate success in Sri Lanka, Yemen and Myanmar.

SERVICES
Scientific seminars
ACI frequently arranges seminars and symposia covering a wide range of
medical topics attended by members of health care community. The faculty of
these programs usually consist of both reputed medical experts and experts from
marketing team of ACI and its international principals.
Continuing medical education of physicians and surgeons
ACI regularly arranges CME programs of both physicians and surgeons all over
the country. These programs cover medical problems frequently faced by the
practitioners, update their knowledge, and make them aware of the new
therapies and medical technologies.
Responding to doctors' queries
It is the most regularly performed task of the marketing team of ACI. The
company has developed a postage paid business reply card attached to every
literature in which the doctors usually send their queries. ACI tries to provide a
comprehensive answer to the queries of the physicians covering all the details.
Medical illustration and audiovisual aids
ACI is ready to assist in preparing presentation packages including computer
slides, transparencies and printed text whenever medical experts wish to share
their experiences and results of their research with the health care community.
Reprint services
ACI provides the doctors with reprints of selected publications on topics that can
assist the doctors in their professional practices.

40

AVENTIS
As a global industry leader we seek to conquer and prevent disease by bringing
to market innovative pharmaceuticals, vaccines, therapeutic proteins and
diagnostics. Aventis pharma was created as a part of the 1999 business
combination of Hoechst and Rhone-Poulenc to form Aventis SA, one of the
world's leading life sciences companies. Aventis Pharma concentrates its efforts
on strategic brands that meet growing patient needs and contribute to a longterm sales growth. With 2001 sales of 15.168 billion euro (excluding sales of
diagnostics), Aventis Pharma contributes three-quarters of the life sciences sales
of Aventis SA. The Aventis Pharma prescription drug business is investing about
2.98 billion euro a year in Drug Innovation and Approval,one of the industry's
largest R&D budgets.
Aventis Values
Respect for people
Integrity
Sense of urgency
Networking
Creativity
Empowerment
Courage
Therapeutic developments and clinical trials have brought innovation and
resulted in medicines that can benefit patients in many key therapeutic areas.
Through its investments Aventis pharma is well positioned to meet the growing
needs of patients in Bangladesh.

41

THE ACME LABORATORIES LTD.


Company History
The history of The ACME Laboratories Ltd. dates back to 1954 when a
proprietorship firm was founded to manufacture ethical drugs. It started with the
modest introduction of a few oral liquid products. The late Hamidur Rahman
Sinha was the founder of the firm and was the main visionary of the organization
until his sad demise in 1994.
The firm was converted into a private Limited company in the year 1976.
Commercial operation at the modernized plant equipped with sophisticated and
advanced facilities began toward the end of 1983. Many challenges were
overcome successfully to transform the company from a small unit to what it is
today.
ACME continuously seeks to expand its production facilities, add employees and
increase its sales and marketing efforts. According to the latest statistics, out of
about 300 pharmaceutical companies in the country, The ACME Labs is one of
the top four. ACME has also endeavored to strengthen its network in international
marketing operations to export its products abroad. We are optimistic about our
continued growth and success. Over the years our high achievement drive, our
hard working and competent staff and confidence in our quality products have
contributed to our growth. We have clear goals that inspire us and we believe to
be possible for us to reach. We continuously strive to reach our goal of being the
best in our field, which indeed is what ACME literally stands for.
Corporate Philosophy
The basic philosophy of ACME is to ensure Health, Vigor and Happiness for
mankind by producing ethical drugs and medicines of the highest quality at
affordable prices, and reaching out even to the most remote areas by proper and
prompt distribution. We view ourselves as partners with doctors, our customers,
our employees and our environment.
The Plant
ACME's modernized plant is located at Dhamrai, about 40 kin N.W. of Dhaka, the
capital of Bangladesh. While designing and constructing the plant, proper
attention was paid to the latest concepts of cross contamination, high efficacy of
air circulation handling, particle free finishes, equipment layout, process flow,
hygiene and safety, Special care has also been given in selecting machinery and
laboratory instruments. The plant has the most sophisticated imported machinery

42

and equipment. ACME's plant is a testimony to its basic commitment for


manufacturing the highest standard of ethical drugs.
Quality Assurance
Acme's stated belief that, "No compromise on quality can be made in a business
that involves human lives," is the cornerstone of the company's Quality
Assurance program.
The Company has adopted ISO-9001 and WHO CGMP (Current Good
Manufacturing Process) Standards and has been accredited with ISO-9001
certification in 1999. The entire manufacturing procedure, starting with the
incoming raw materials, through stringent intermediate manufacturing process
and packaging of products, to the dispatching of finished goods, requires that
analysts, pharmacists and instructors monitor and control each step. Even after
the release of finished goods, the quality control lab tracks post-distribution spot
checks of all batches.
Acme's Quality Assurance Department is equipped with the most modem
instruments and is staffed with well trained and qualified personnel. All
procedures for testing, sampling and inspecting are clearly approved,
implemented and documented. All instruments are regularly calibrated and
processes, machinery and premises validated. Through training programs (inhouse and abroad), the key personnel of the company remain abreast of the
latest concepts of Quality Assurance.
Research and Development
For a pharmaceutical company, Research and Development (R&D) is the
indispensable component needed to ensure steady growth and improvement.
Since the day it was founded, Acme has stepped up to the challenge to develop
new and effective drugs to compete with other manufacturers. Acme's R&D team
comprises keen and dedicated individuals from a wide range of disciplines. The
team is currently guided by the Deputy Managing Director Dr. Jabilur Rahman
Sinha Ph.D. who obtained his Doctorate in Organic Medicinal Chemistry from
Georgia University in the United States. The Research and Development
department is currently active in evolving formulations for herbal medicines in
collaboration with its United States counterparts.

43

SQUARE PHARMACEUTICALS LIMITED


YEAR OF ESTABLISHMENT
1958

PRODUCTS

Formulation products (241 dosage forms of 130 brands covering 35


therapeutic categories)
Veterinary Products (Veterinary and Nutrition products).
Active pharmaceuticals ingredients (API) (compacted and micronized)

MARKET SHARE AND FACILITIES

SQUARE posted a business turnover over US$ 62 million, (Taka 359


crore) in the fiscal year July 01 to June 02
Source: Bangladesh Pharmaceutical Index, 2 nd Quarter 2002.
Overall share of 15.27% of the total pharmaceutical market of Bangladesh
Source: Bangladesh Pharmaceutical Index, 2 nd Quarter 2002
Above average growth rate in the pharmaceutical industry
Leader of in the Pharmaceutical market of Bangladesh among all national
and multinational companies from 1985 onwards.

MANUFACTURING FACILITIES

Formulation Plant (I)


Formulation Plant (II)
Bulk Chemical Plant (III)

MARKETING

A well-structured and indomitable pharmaceutical marketing network in


Bangladesh.
The Marketing Division has in excess of 1000 personnel.
More than 500 Medical Representatives.
Product Management Department is run by more than 25 brand
Executives from different disciplines (MBA's, Medical Doctors, and
Graduate Pharmacists).
Medical Services Department has a collection of graduate doctors for
interacting with target medical professionals.
Market Research Department is well developed and is run by MR
professionals.

44

DISTRIBUTION

A robust distribution network spread throughout the country


A Central Depot
Eleven distribution centers
Targeting retailers, wholesalers, institutions and Organizations
Efficient computerized network system connects each distribution center
with headquarters and factories to ensure smooth functioning and supply

45

RANGE OF PRODUCTS
Range of products here represents different types of items of products. The
pharmaceutical companies divide their medicines into three categories- infusions,
formulations and pharmaceuticals. The total number of products Beximco has is
180, whereas Square has about 300 types of products within their medicine
range. Therefore, Square is occupying the leading position in producing the
widest range of products. Incepta, is currently marketing about 137 products.
Aventis holds the fourth position. ACI formulates and markets a comprehensive
range of more than 120 products covering all major therapeutic areas, which
come in tablet, capsule, powder, liquid, cream, ointment, gel and injection forms.
Acme and Opsonin have the lowest range of products compared to the abovementioned companies.
Range of Products

% of Rating

25
20
15
10
5
0

Beximco

Square

ACI

Opsonin

ACME

Aventis

Others

Figure 03: Range of products

The survey results, as depicted in the above figure, more or less reflect the
reality. However, it fails to show the huge gap in the product range between
Beximco and Square. According to the doctors, the difference between the
product range of the two companies is narrower. The other bar in the figure
above mostly represent Incepta which has the third largest product range. The
smallest bars in the figure perfectly depicts the lowest range of products of
Opsonin and ACME.

PRODUCT QUALITY
The quality of any product includes everything associated with it, ranging from
the raw materials to the effectiveness when consumed. Doctors usually
emphasizes on less side effects, less frequency of administration and quick and
46

effective therapeutic response when referring to product quality. However, it has


been found that doctors give much more emphasis on quick therapeutic
response rather than effective therapeutic response. This is because sometimes
effective therapeutic dosage may cause delay in recovery and patients switch to
other doctors. Therefore, doctors have to prescribe drugs which would lead to
quick recovery. According to the opinion of the physicians, Square has the
leading position (Figure 04).
Product Quality
25
20
15
10
5
0

Beximco Square

ACI

Opsonin ACME

Aventis

Others

Figure 04: Product Quality

Beximco holds the second position. Aventis and ACI also have good positions in
terms of quality perception. This due to the fact that some their products are
imported from abroad. Moreover the imported medicines have very few
alternatives in the local market. Acme and Opinion medicines are not rated high
in terms of quality.
It may be said that 22% respondents believe that Beximcos products provide
quick recovery.

PRODUCT PRESENTATION
The product presentation of any product includes everything associated with it,
ranging from the color to the design. It has been found that the companies can
even charge a high price if their product presentation is good even if it is of the
same quality as the others.

47

Product Presentation
13%

16%

20%

23%
6%

4%

18%

Beximco

Square

ACI

ACME

Aventis

Others

Opsonin

Figure 05: Product Presentation


According to the physician's opinion (Figure 05), Square has the leading position
in terms of product presentation. Aventis and ACI also have good positions in
terms of product presentation. This is due to the fact that some their products are
imported from abroad. Moreover the imported medicines have very few
alternatives in the local market. Beximcos competitive position is not quite good
in terms of product presentation. Acme and Opinion medicines are not rated
high.

INTRODUCTION OF NEW PRODUCTS


New generation drugs always attracts doctors. Sometimes even if a drug with the
same therapeutic value is there in the market, a new drug launched takes a huge
percentage of the market share of the older one. As for example, NeoceptineR
was a market leader once. When Neotack entered the market, the market share
of NeoceptineR fell dramatically due to doctors liking new generation drugs.
In fact, because of this, the pharmaceutical companies frequently arrange
seminars and symposia covering a wide range of medical topics attended by
members of health care community. The faculty of these programs usually
consist of both reputed medical experts and experts from marketing team of the
company.
According to the physician's opinion (Table 01 ), Square has the leading position
in the frequency of introducing new drugs.
Company
Beximco
Square
ACI
Opsonin
ACME
Aventis
Others

% of Response
22
23
16
5
6
17
11

Table 01: Introduction of new products

48

Beximco holds the second position. Aventis and ACI also have good positions.
Incepta is increasingly moving towards introducing new products. According to
the doctor's opinion, ACME and Opinion are least proactive in introducing new
drugs.

PRICING
In the pharmaceuticals market of Bangladesh, there is not much price
differentiation, in general, among the different companies due to the highly
competitive nature of the industry. Whatever price differentiation is there, it is
between the multinationals and the national companies. It is due to the fact that
the multinationals charge a premium price for their product.
Moreover, price is not a very important factor due to the nature of the product.
Quality is more important. However, the purchasing capacity of the patients is
also an important consideration. Therefore, it is important for the companies to
charge a reasonable price for their product.
Reasonable Pricing
3%1%

10%

6%

40%

7%

33%

Beximco
ACME

Square
Aventis

ACI
Others

Opsonin

Figure 06: Pricing


According the survey, most of the doctors perceive Beximco as offering
reasonable pricing for their product (Figure 06). It may be due to the fact that
Beximco has recently come up with a very competitive price for some of its key
products. Square hold the second position. Whereas, the others are not
perceived to be providing reasonable prices given the quality of their products.

DISTRIBUTION
In the pharmaceuticals market, distribution is very important. Having made all
decisions of marketing properly, a company will not be successful if it cannot
distribute its products well.

49

Availibility of Product
30

% of Rating

25
20
15
10
5
0

Beximco

Square

ACI

Opsonin

ACME

Aventis

Others

Figure 07: Availability of product

According to the physicians, Square has the strongest distribution among all the
companies (Figure 07). With its eleven distribution centers, it maintains a proper
distribution of drugs in the chemist shops all through the country. Beximco holds
the second position. Aventis maintains a moderate network. While companies like
Opsonin, ACME and ACI are not perceived to have a good distribution. It may be
due to the fact that these companies targets different pockets of the whole
market.

MEDICAL REPRESENTATIVES
Company representatives have a major role to play in the sale of drugs. This is
because a good representative can create a favorable impression of the
company on the doctors. When the doctors prescribe a drug, they, in turn, are
influenced by this impression. However, to create an impression, the medical
representatives must be both knowledgeable and able to provide prompt service.
Service of Medical Representatives
20%

25%

9%

12%
6%

22%
6%

Beximco

Square

ACI

ACME

Aventis

Others

Opsonin

Figure 08: Service of medical representatives

According to the doctor's opinion (Figure 08), Beximco's Medical Representatives


offers the most prompt service. Square's Medical Representatives also maintains
50

a good reputation in serving doctors. Inceptas medical representatives seems to


have created a good impression of themselves as being efficient in providing
service.
Knowledge of Medical Representatives
5%

18%

25%

20%
10%
12%

10%

Beximco
ACME

Square
Aventis

ACI
Others

Opsonin

Figure 09 : Knowledge of MRs

According to the doctor's opinion, the Medical Representatives of Aventis are


considered to be the most knowledgeable. The Medical representatives of
Square and Beximco are also good in detailing to doctors. ACI is in the fourth
position under the same categorization.

PROMOTION
Due to high competition in the industry among the different players in the market,
aggressive marketing have been adopted by the different companies. In this
regard, promotion has become a useful tool to fight competition. Moreover,
promotional materials of companies have an impact on doctor's prescribing
medicine. Therefore, different companies have set out different promotional tools
to increase market share.
Medical Newsletters
The Medical Newsletter is a compilation of latest information gathered from
articles published in different national and international journals covering all
disciplines of medical science. These selected publications are on topics that can
assist the doctors in their professional practices. These newsletters create a good
impression of the company and has an impact on the prescription of the drugs.

51

Frequency of distributing medical


newsletters
15%

20%

22%
25%
9%

Beximco
ACME

4%

Square
Aventis

5%

ACI
Others

Opsonin

Figure 10: Medical Newsletters

According to the physicians, Square has the leading position in the frequency of
publishing Medical Newsletters. Beximco holds the second position. Aventis and
Incepta also have good positions in terms of publishing Medical Newsletters.
Printed Promotional Materials
Different types of printed promotional materials are used by the pharmaceuticals
companies. They include booklets on disease and brands, stickers for display
,etc. According to the doctors (Figure 11), the printed promotional materials
provided by Aventis Pharma are most attractive both in terms of design and
information, in comparison to the other pharmaceutical companies. Being a
foreign-based company, it has to maintain a global standard and therefore is
more acceptable to doctors.
Printed Promotional Materials
16%

18%

21%

26%

Beximco
ACME

10%

4%

Square
Aventis

ACI
Others

5%

Opsonin

Figure 11: Promotional Materials

Square and Beximco also maintains a good standard in their promotional


materials. Incepta is increasingly moving towards improving their printed
materials and they also have a good distribution network. Acme comes fifth.
Doctors hardly receive any printed promotional materials from ACI but when they

52

do it is of average standard. Incase of Opsonin, though they do receive materials


from them, it is not of high standard.
Gifts
The different types of gifts, in use, by the pharmaceutical companies include
writing pads, pens, calendars, bags, etc. According to the doctors, the most
attractive gifts are provided by Incepta Pharmaceuticals.
Offer attractive gifts
30
25
20
15
10
5
0

Beximco

Square

ACI

Opsonin

ACM E

Aventis

Others

Figure 12: Gifts

Square and Aventis also maintains a good standard in their gift materials.
Beximco is in the fourth position under the same categorization. Sequentially,
Acme comes fifth. Doctors receive gifts from ACI and Opinion, once in a while
and they give the least attractive gifts.
Physician Samples
All the pharmaceutical companies provide samples of new medicine or medicines
that they want to increase sales to doctors from time to time.
Adequate physician sample

10%

25%

15%

19%

22%
5%

4%

Beximco

Square

ACI

ACME

Aventis

Others

Opsonin

Figure 13: Physician Samples

53

According to the doctor's opinion, the company that provides the most adequate
physician sample is Square, in comparison to the other pharmaceutical
companies. Beximco is in the second position with 22 % and ACME is in the third
position with 19% under the same categorization.

IMAGE ANALYSIS
Even when competing offers look the same, buyers may perceive a difference
based on company or brand image. Image includes a set of associations ranging
from the brand name, product performance, reliability, features, benefits, doctor's
preferences and the corporate image. Within the pharmaceutical industry, it can
be observed that all the companies offer more or less the same types of
medicines. Even at times, the names of the products are quite similar to each
other. So if Beximco Pharmaceuticals wants its consumer to perceive the
difference between them and others it must strengthen its image. The brand
image should convey the product' distinctive benefits and positioning.
Survey reveals that the overall image of Beximco is average. When doctors were
asked to rank the companies on the basis of their overall image, the responses
varied. To make sense out the raw data collected while interviewing the doctors,
the response has been shown graphically down here:
Performance of Pharmaceuticals companies
35
30

% of Rating

25
20
15
10
5
0

Beximco

Square

ACI

Opsonin

ACME

Aventis

Others

Figure 14: Performance of Pharmaceuticals companies

Square Pharmaceuticals holds the leading position in terms of overall image


(Figure 14 ). This may be due to the fact that Square has created goodwill in the
industry. Even in this survey, its image is superior in product quality, presentation,
availability and provision of information- factors (Figure 15 ) which the doctors

54

thought were most critical in evaluating the performance of pharmaceutical


companies. Beximco holds the second position. Beximco Pharmaceuticals
Limited has sustained a good image from the time it started its operation, but to
reach the top position in terms of overall image, it has to emphasis more on the
quality, availability and presentation aspects of their product.
Reasons for preferance
30
25

% of Rating

20
15
10
5
0
ll
y
tion odw i
tion
alit
Qu f or ma
o
nta
e
G
s
In
Pre

t
Gif

e
ty
blili
Pric
aila
v
A

ers
Oth

Figure 15: Reasons for preference

Aventis grew as a company after acquiring Fisons and Hoechst and as a result,
their image is quite positive. It has been helped by the fact that it is a
multinational which by itself creates a goodwill. The information they supply is not
adequate. ACME is performing moderate in terms of image. Opinion's image has
not been a good one as they had targeted the rural areas at the beginning. ACI's
image has declined in the recent years.

55

SUMMARY OF FINDINGS
1. Beximco Pharmaceuticals Ltd (BPL) has an adequate product range. It also
has a good position in terms of quality perception, most of the doctors believe
that Beximcos products ensure rapid recovery. However, BPL's product
presentation is below par. The doctors are also of the opinion that Beximco
come up with new products in reasonably short periods of time.
2. BPL has formed a positive image among the doctors that it offers its products
in reasonable price.
3. Doctors are of the opinion that Beximco has a moderate distribution network.
4. Although BPLs medical representatives provide prompt service , they are not
quite knowledgeable.
5. The Printed promotional materials provided by Beximco Pharmaceuticals
Limited is not quite attractive as Square and Aventis. Frequency of distribution
of medical newsletters is moderate. The physicians are not satisfied with the
gifts provided by BPL. They also feel that, not adequate sample is provided to
them by the Medical representatives of Beximco Pharmaceuticals Limited.
Moreover, the expensive medicines are not provided as samples at all.

56

RECOMMENDATION
Beximco Pharmaceuticals Limited should increase its product variety. Product
variety represents different types of items of medicines. At present, Beximco
offers around 180 different types of medicine. Some other companies are offering
more than this. BPL can diversify itself from others by operating in highly
specialized segments such as anti cancer segments.
Introduction of new products to doctors is vital because it can enhance the image
of the company. It is always a good idea to find a gap to introduce a new item.
Beximco can locate the products areas where there are less number of
alternatives and also higher amounts of requirements.
BPLs promotion is quite weak. They should provide more product samples gifts
to the doctors to increase their image among them.
Doctors should be informed previously that new medicines are coming up and
will be offered within two or three months. Thus the doctors can perceive an
insight about the new Beximco's medicines as an alternative of competitor's
existing items and Beximco pharma can gain good rapport with the doctors.
BPLs distribution is quite weak. Steps must be taken to strengthen the
distribution network. This will require more effort on the part of the medical
representatives.
Pharmaceutical direct-to-physician marketing efforts have typically been isolated
from other customer-centric activities, including those conducted by field sales
forces. A dis-jointed relationship exists between pharmaceutical sales teams and
direct-to-physician marketing. While the pharmaceutical industry has made
significant investments in direct-to-physician promotions, the sales force is
generally uninformed about their timing or end results. BPL should enhance their
ability to link home office conducted marketing campaigns with field force
activities through information, software, and service solutions to make these
efforts more coordinated and therefore more effective.
Direct to consumer (DTC) essentially means any campaign or communication
programme intended for and targeted to consumers - the primary end users of a
product. In relation to pharmaceutical products, the consumers may be patients,
friends or family members, caregivers or the general public.
The strict regulations that have governed the communication of information about
prescription medicines in Bangladesh meant that the primary marketing focus
has been on the people who actually make prescribing decisions; the doctors.
57

These include the impact of communication to consumers via the internet, patient
education, word of mouth or use of editorial space or air time in print and
broadcast media.
More than ever before patients are getting involved in making their own
healthcare decisions. The growth in over-the-counter drugs and the
dissemination of information on the world wide web and in consumer magazines
have all contributed to a thirst for information. Beximco Pharmaceutical Limited
can make an advantage of this and bring about some changes to fulfill these
needs and as result it will enhance the image of the company.
Direct to consumer (DTC) advertising is thought to enhance competition between
brands, which can lead to improved quality and lower prices for consumers but,
most importantly, it can improve public health.

58

CONCLUSION
In today's competitive environment, pharmaceutical companies are demanding
much greater coordination from promotional activities to physician customers. By
conducting image analysis, it can help pharmaceutical companies better target
and segment customers, select the proper combination of marketing channels,
and precisely measure the impact of promotional programs.
There are about 300 companies operating in the Bangladesh Pharmaceuticals
industry. The market is highly competitive and it really hard to get response from
the market.
Pharmaceutical Industry has grown in Bangladesh in the last two decades at a
considerable rate. Its healthy growth supports development of auxiliary industries
for producing glass bottles, plastic containers, aluminum collapsible tubes,
aluminum PP caps, infusion sets, disposable syringes, and corrugated cartons.
Some of these products are also being exported. Printing and packaging
industries and even the advertising agencies consider pharmaceutical industry as
their major clients and a key driving force for their growth.
The annual per capita drug consumption in Bangladesh is one of the lowest in
the world. However, the industry has been a key contributor to the Bangladesh
economy since independence. With the development of healthcare infrastructure
and increase of health awareness and the purchasing capacity of people, this
industry is expected to grow at a higher rate in future. Healthy growth is likely to
encourage the pharmaceutical companies to introduce newer drugs and newer
research products, while at the same time maintaining a healthy competitiveness
in respect of the most essential drugs.

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