Marketing Management

MBA

Medipure Pharmaceuticals

Marketing Practices (Direct Marketing,Web Marketing)

At
Medipure Pharmaceuticals Hyderabad

A SUMMER INTERNSHIP REPORT

Submitted in partial fulfillment for the award of the degree
Of
MASTER OF BUSINESS ADMINISTRATION
By
D.KOUSHIK CHAITHANYA
ROLLNO.138915
Under the guidance of

Mr.Kiran,Manager
Medipure Pharmaeuticals

SCHOOL OF MANAGEMENT,NIT
An Institute of National Importance
Warangal 506004 (AP)

Marketing Management

MBA

Medipure Pharmaceuticals

ACKNOWLEDGEMENT

Inspiration and Motivation always plays a key role in the success of any project.

Iam one of those fortunate student whose path is enlightened by expertise

and competent guidance of Mr. Kumar (Company guide) for completing
this project successfully.
Last but not the least I am also grateful to Mr. Kiran (Manager Sales &
Admin), of Medipure Pharmaceuticals who helped me to complete this
project.

Koushik Chaithanya .D
Roll no.138915

Marketing Management

MBA

Medipure Pharmaceuticals

EXECUTIVE SUMMARY
The internship Program in MBA is very beneficial to have practical
exposure of how things really operate in market. Being a student who
wants to make a mark in marketing field, the best place to gain
practical understanding of marketing is to do internship in the
marketing department of Pharmaceutical Industry which can be
regarded as one of the most dynamic industry in India. I completed
the internship with Medipure Pharmaceuticals India Ltd. which is
recognised as the fastest growing pharmaceutical Company by
ORG-IMS (March 2007). I am proud to work as an intern with
Medipure Pharma and this experience will surely help me in my
future assignments as a marketing professional. The absolute guidance
and concern of higher management, perfect working environment with
immense cooperation of the staff of all departments especially the
marketing department facilitated in making my internship a wonderful
learning experience in all aspects.
Internship duration offered to me was two months and was based on
marketing projects. Through these projects, I was able to get direct
interaction

with different Chemists along with staff

of

Finance,

Marketing,Procurement,Logistics,Administration and Human resources

departments of Medipure Pharma.

Marketing Management

MBA

Medipure Pharmaceuticals

OBJECTIVES
Objective: To implement theoretical concepts into Corporate by doing
marketing research and promotional activities for Medipure Pharmaceutical
India Ltd.
Scope: To study about competitors product, price, pack size and sales
thereby providing significant information to the company.
Purpose: To learn as much as I can from Market exposure so that can
contribute to the companys strategy formation.

Marketing Management

MBA

Medipure Pharmaceuticals

COMPANY PROFILE
Medipure Pharmaceuticals brings novel prescription medicines to market,
providing patients with serious conditions, valuable solutions making a real
difference to their quality of life. Through rapid cost-effective product
development, addressing market needs, and establishing strategic partnerships,
we seek to maximize the value of our products.
To achieve our company objective, it is essential to maintain a leading position
in the field of Cannabinoid science and in the research, development and
commercialization of Cannabinoid molecules as novel prescription
pharmaceutical therapeutic candidates.
Medipure is dedicated to physician education through the support and codevelopment of multi-centered clinical trials with physician groups in the key
fields of:
Oncology,
Dermatology,
Neurology, and
Rheumatology.
With solid evidence supporting effectiveness and safety, Medipure is focused
on developing a line of medications and derivatives to satisfy physician
requirements with specific dosages and associated efficacies clearly defined.
As part of a new, innovative company with plans to go public, you can look
forward to receiving a competitive salary. Plus, for your significant
contributions to the company, you will also receive stock options.

Marketing Management

MBA

Medipure Pharmaceuticals

VALUES
Creativity leads to innovation which lays the foundation for success.
Innovative and updated technology to produce the best quality products.
Utmost care for employees, customers and the society we live in.
Respect the employees and their contributions at workplace.
Committed to the highest standards of ethics and integrity.
Teamwork is the lifeblood of the organization.
Trust in the relationships with clients.

Marketing Management

MBA

Medipure Pharmaceuticals

COMPANYS BUSINESS DIVISIONS

Medipure Pharmaceuticals India ltd. Head office is at Hyderabad where
production is done for Exports whereas exports are done for domestic
market.
Different departments working in the head office
are
1. Marketing and Sales
2.
Human
Resources
3.
Financial Accounting & Revenue
Assurance
4. Administration
5.
Procurement
&
Logistics
6. Quality Control
7.
Quality
Assurance
8.
International
Business
(Exports)
9.
Information
Technology

Marketing Management

MBA

Medipure Pharmaceuticals

COMPANYS MARKETING & DISTRIBUTION:

Medipure follows push strategy with robust distribution system
as follows:

The sale generated by company to distributor is termed as Primary

sales.
Medipure doesnt believe in advertisement. It has aggressive and
vibrant field force to promote their products in the market especially
to stockiest, retailers as follows:

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

Marketing Management

MBA

Medipure Pharmaceuticals

COMPANYS FINANCIAL STRUCTURE:

Company has not borrowed funds from anywhere it has its own
funds. Company is not listed in the market so it has not issued
shares, debentures, etc.

Companys credit policy:

Net 45-60 days for its distributors
Customers:
Internal customers: for an HR Companys employees are its
internal customers.
Medipure has approx. 500 employees.
Work Timings for Blue collar employees: 8a.m-5p.m
Work Timings for White collar employees: 9a.m-6p.m

Marketing Management

MBA

Medipure Pharmaceuticals

External customers:
Domestic market (Indian stockists, retailers)

Competitors:
Cipla
Cadilla
Mankind
Lupin
Ind-swift
Intas
Zenlab
Glimpse of Technology:
WHO GMP certified company
Knowledge Driven Organization.
Recognized Export House Certificate awarded by President of
India
Fully-equipped Quality Control and Quality Assurance
departments to ensure Drug safety
Pharmasuite software used to maintain the records.

Marketing Management

MBA

Medipure Pharmaceuticals

Swot Analysis of Indian Pharmaceutical Industry

Strength
Low cost of raw material
(API) for production.
Large pool of installed
capacities with skilled
manpower.
Efficient technologies for
large number of Generics.

Weakness
Very low R&D facilities.
Fragmentation of installed
capacities.
Low technology level of Capital
Goods of this section.
Non-availability of major
intermediaries for bulk drugs.
Lack of experience to exploit
efficiently the new patent
regime.
Low level of strategic planning
for future and also for
technology forecasting.

Large pool of increasing

liberalization of government
policies.
Opportunities
Threats
Stiff Competition both from local
Growth in the emerging
as well as global players
branded generic market
particularly from generic
Growing incomes.
products.
Growing attention for
Increased due diligence and
health.
action on default compliance with
New therapy approaches.
standards
New delivery systems.
Spreading attitude for soft
High Cost of discovering new
medication (OTC drugs).
products and fewer discoveries.
Spreading use of Generic
Stricter registration procedures.
Drugs.
Easier international trading.

Marketing Management

MBA

Medipure Pharmaceuticals

15

Marketing Management

TASKS

MBA

STRATEGY

Medipure Pharmaceuticals

ACHIEVEMENTS

To know about company Neither

formal
induction
and its products thoroughly. program nor company website
was in operation so I collected
the information from different
Employees of diff. departments.
finding out Leading market Collected data from both internal
(Employees)
and
players and competitors of sources
sources
(Leading
Medipure pharmaceuticals External
Chemists, Retailers).
in Generics.

Successfully learnt
about company and
its products.

To analyse the Exports comparative analysis of section

sales and find out top wise sales.
selling brands and their
contribution in total sales.

Successfully
completed the task
on time.

Successfully
prepared the report
on time.

To prepare new updated

product list for Export in
Ms-Excel by taking details
from every division.
To find out the market
potential (total sales per
month) of Contraceptive
pills, sanitary napkins.

To enrich the Export product Successfully

width
with
outstanding completed the task
performing domestic products
on time.

To find out the leading

market players of Vit. E
(200,400mg) along with
their sales, MRP and Pack
Sizes.

To know whether the product is a Successfully

OTC
or
Prescribed
and completed the task
distributors
expectation
if on time.
company launches such product

To know the both customer and Successfully

distributors
expectation
if completed the task
company launches such products. on time

Marketing Management

MBA

Medipure Pharmaceuticals

CONSTRAINTS:
1. Found a little bit difficulty initially in meeting with the company guide to
get the assignments due to his busy schedule.
2. Company didnt want to involve trainees in their business directly.
3. Most of the chemist s doesnt provide their Sales information easily.

Strategy adopted:
1. Strictly follow work-timings from 9:00 a. m to 6:00 p.m.
2. Zeal to learn from existing employees.
3. Passion & Dedication towards work to prove myself.
4. Cooperation and assistance to other employees in their work.
5. Effective Communication and presentation skills.
6. Started sending professional-mails to get the assignments and submission
of reports of the tasks thus making them (Company guide, Chemists and
Retailers) aware the significance of this project in our professional life.

Marketing Management

MBA

Medipure Pharmaceuticals

CRITICAL ANALYSIS
On the period of internship I observed Job Descriptions and Responsibilities of the
employees were Multi-tasking. The environment of the workplace is entirely different
from the concepts which I studied in books. So I found that to survive in the cut-throat
competitive era we need to develop multi-tasking skills along with dynamic
personality and strong communication skills.

Marketing Management

MBA

Medipure Pharmaceuticals

CONCLUSION
1) Company should discard the idea of Contraceptive pills and Sanitary
napkins.
2) Company should go for Automatic vending machines for safety uses at leading
chemist stores, Bus stand, Railway station, etc. despite of the fact that it involves
comparatively higher capital involvement initially.
3) Vitamin E product mostly (90%) runs on Dr.s prescription whereas OTC sale is
negligible (1-2 boxes per month).
4) Only 400mg capsule is in demand whereas it is not available in other forms
like as liquid etc.
5) Medipure should capture this opportunity as there are not many players in
this segment. In my opinion Tentative MRP along with Brand Name is:
Company
Medipure

BrandName
Evit

Pack size
Strip(10cap.)

MRP
50

Distributor's
price
12.5

Stockist's
price
15

6) Company should go for strip packing as generally Dr. doesnt prescribe

medicine for 30 days so it makes it difficult to go with glass bottle. Moreover
strip can be sold in open or loose form this increases sales comparatively.

Marketing Management

MBA

Medipure Pharmaceuticals

Recommendations:
There are few recommendations from my side which can be beneficial for the
company are: Employees should be trained according to the changing standards of the
organization.
Company should conduct survey from time to time according to which changes can
be introduced in the organization to stay updated in the market.
They should introduce creativity into the work, so that the employees can do
their work passionately.
Employees should be more involved in decision making to become
more differentiated.

Marketing Management

MBA

Learnings from IP:

Learning beyond classroom

Platform for implementing theoretical concepts
Exposure to corporate culture
Experience under belt
Insight of actual strengths and weaknesses
Developing a network
Refinement of Career goals
Soft skill development
Impart Winning Edge
Feather in the cap as PPO

Medipure Pharmaceuticals

Marketing Management

MBA

Medipure Pharmaceuticals

CONCLUSION MARKETING MANAGEMENT

Marketing management is a business discipline that focuses on practically,
applying marketing techniques and managing a firm's marketing resources and
activities. In order to create an effective marketing managementstrategy, a
firm needs to have a strong understanding of their own business and the
market in which they operate.
The key objective of marketing management is to determine how to
appropriately allocate the resources of the organization towards marketing
related activities. If someone has the job title of a 'marketing manager', they
will tend to be the person whose responsibility it is to control and direct the
expenditure of funding that has been specifically set aside for marketing
purposes.
Marketing management tends to go hand in hand with 'marketing strategy',
which is a term that tends to refer to the long-term goals a company has in
terms of marketing.