Beximco Pharmaceuticals Industry is one of fastest growing and one of the largest foreign revenue ea
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Transcript of Beximco Pharmaceuticals Industry is one of fastest growing and one of the largest foreign revenue ea
Beximco Pharmaceuticals Industry is one of fastest growing and one of the largest
foreign revenue earning sectors in Bangladesh.
EXECUTIVE SUMMARY
Beximco Pharmaceuticals Industry is one of fastest growing and one of the largest foreign
revenue earning sectors in Bangladesh. It is pleasure to do internship program from such a
reputed organization which is known for its renowned quality. Beximco Pharmaceutical Ltd.
is a part of Beximco Group the largest conglomerate in the private sector of Bangladesh.
Beximco Pharmaceuticals Ltd. started its journey as a public limited company in 1976 by
registration. But the company starts its commercial production in 1980. Currently Beximco
Pharma has been established as leading Pharmaceuticals Company in Bangladesh. BPL is not
only fulfilling the demand of local market but also fulfilling the demand of foreign market.
BPL is UN approved supplier of pharmaceutical product in the world. It is also greatly
contributing to our national economy by exporting their product in abroad.
Currently BPL has exports market in 19 countries including , Cambodia, Georgia, Hong
Kong, Iran, Kenya, Malaysia, Mozambique, Myanmar, Nepal, Pakistan, Philippines, Russia,
Singapore, South Korea, Sri Lanka, Taiwan, Ukraine, Vietnam and Yemen. For the
contribution to national economy BPL has been awarded National Export Trophy several
occasions. BPL has share holder over 50,000. In 2005 the total turn over of BPL was 3879.42
million.
The Pharmaceuticals Industry of Bangladesh is very bright in fact we are such a country who fulfills the local demand by ourselves. The local pharmaceutical company’s produce 78% products out of the total consumption and only 21% products are been produced by foreign company’s in Bangladesh. Beximco Pharmaceutical Ltd holds the maximum 19.26% prescription market share among the all local pharmaceuticals company in Bangladesh. Its position in different therapeutic class is also very good. To face the challenges of 21 st
century BPL has a clear vision for the future and they are preparing themselves according to
that manner. In 21st century BPL want to place it as a one of the leading pharmaceutical company in Asia with comparison with other leading pharmaceutical companies. To accomplish it vision BPL are implementing aggressive strategies and relentlessly pursuing operational excellence.CHAPTER ONECHAPTER ONE
1.1 INTRODUCTION
Medicine is directly related to human life and therefore, its manufacturers have immense
social responsibility of providing safe and effective medicine, demanding uncompromising
efforts, at all levels of its activities. Beximco pharmaceuticals Ltd the leading health care
company in Bangladesh has been making every effort to ensure the effectiveness and safety
of the medicine that it produces. Physicians and patients of the company reply on the efficacy
of the medicines of Beximco Pharma at the time of critical needs demonstrating their
confidence and trust on BPL products. BPL has a remarkable mission statement, which is
being seriously pursued in its thoughts and actions. An increasing amount of contribution is
ploughed back into social causes demonstrating BPL’s commitment to the nation. As we
continue to grow, it should not only benefit BPL itself but it should also positively contribute
to the nation and society where we live.
In BPL believe that they manufacture and sell medicine to provide health, happiness and
smile back in life of our fellow citizens. We intend to help realize the ultimate aspiration of
the nation for a lifetime of good health ensuring a healthier tomorrow for the people.
1.2 ORIGIN OF THE REPORT
Today, practical experience is as much essential as academic education that enables someone
to be successful business executive especially in the glove, competitive business
environment. In order to gather knowledge and exposure regarding the organization culture,
behavior the business students has to be go internship after the successful completion of their
Business degree.
Stamford University Bangladesh is known for the global standard education. Due to this
slogan of Stamford University, the business students of this university is known for their
excellent knowledge both theoretical and also practical which makes them a competitive and
more global across the globe. This internship program of mine at BPL is a process of
gathering practical knowledge regarding Pharmaceutical industry in Bangladesh.
Beximco Pharmaceutical Ltd is the manufacturer and marketer of pharmaceutical product
under chemical divisions of Beximco Group. Beximco Pharmaceuticals is one of the leading
pharmaceutical companies in Bangladesh. It also is one of the biggest suppliers of
pharmaceutical product of any Bangladeshi based company. BPL is the first Bangladeshi
company to supply pharmaceutical product to Riffles Hospital the most prestigious hospital
of Singapore.
1.3 SCOPE OF THE STUDY
The end users of pharmaceuticals products are the doctors and pharmacists. So, we need find
to out the prescription market share of BPL by analyzing and collecting the prescription
through the prescription survey. We also need to analyze whether the survey findings are
been properly implemented and proper strategy is been taken or not.
1.4 LIMITATION OF THE STUDY
Every matter has got some limitation. So, this is also not an exception. The limitation of this
research are been stated bellow.
1) Time limitation is one of the biggest limitations regarding this research. Due to lack
of time larger number prescription from different parts of the country can not been
collected.
2) The attendants of different chemist shops are sometimes not co-operative in survey
activities.
3) Sometimes the patient or the guardians sometimes do not participate with the survey
people.
4) As business students, it was sometimes become difficult for me identify the name of
the product referred by the doctors in the prescription for lack training and skills.
CHAPTERTWO: RESEARCHMETHODOLOGYCHAPTERTWO: RESEARCHMETHODOLOGY
2.1 RESEARCH OBJECTIVE
The main objective of this research is to identify whether there is any discrepancy between
the survey finds of MRC and also the implementation of the survey findings. More broadly if
we categorized the objective of this research we can find the following objective stated
bellow.
1) The prescription percentage of BPL products in comparison with different
companies under different therapeutic class.
2) The generic percentage of BPL products under different therapeutic class.
3) To see whether the survey findings of MRC are been properly implemented by
Central product Management Department in terms strategies.
2.2 RESEARCH TECHNIQUE
For conducting and analyzing this research project the following technique are been followed
which are stated bellow.
1) In order to identify the product collecting the prescription from the patient or their
guardian from the different chemist shop in Dhaka city.
2) Keep standing besides the chemist shop and looking for prescription coming.
3) Talking with the MRC and CPM authority of Beximco Pharmaceuticals whether the
survey findings are been properly implemented or not.
2.3 POPULATION
The population for this research project is prescription suggested by doctors of different
chemist shop, hospital and clinics. The target population of this project is been stated in
details in the followings.
Elements: Prescriptions.
Sampling Units: Hospital, Clinic and chemist shop.
Area: Dhaka Metropolitan City.
2.4 SAMPLE SIZE
For any research sample size is the most important factor and this research is also not an
exception. For analyzing this research 496 prescriptions and 1101 products are been analyzed
for identifying the market share of BPL products.
2.5 SOURCES OF INFORMATION
For any research work the information play the most significant part. Because without the
update information no research can be conducted successfully. Besides in this case two
sources of information are been adopted for further continuation of the research project.
1. Primary sources.
2. Secondary sources.
2.5.1 PRIMARY SOURCES
Before discussing about the primary sources of this research project let us try to know first of
the basic concept regarding primary sources. The primary sources are that information which
has been collected for the first time relevant with the research project. In this regard the
primary sources are the direct personal prescription observation from the chemist shop are
been used.
2.5.2 SECONDARY SOURCES
The secondary sources are that information which has been already collected by some other
research project.
In this case of my research project have adopted two secondary sources of information.
1. Internal Sources: For my project the internal secondary sources of information was
the brochures, medical book and annual report of 2005 of Beximco Pharmaceuticals
Ltd. Besides have also taken some other unpublished information from the staffs of
MRC dept.
2. External Sources: As an external secondary source of information have taken data
from some other reports of other pharmaceuticals companies.
2.6 SAMPLING FRAME
There are many hospital, clinics and chemist shop in Dhaka city. The selected the following
hospital, clinics and chemist shop randomly for research project.
BSMMU Hospital.
BIRDEM Hospital.
Dhaka Medical College Hospital.
Holy Family Hospital.
Manoyara Hospital, siddeswari.
Mitford Hospital.
Bangladesh Medical College Hospital.
Popular Diagnostic Center.
CHAPTER THREE PHARMACEUTICALS INDUSTRY IN BANGLADESH
3.1 BACKGROUD OF PHARMACEUTICAL INDUSTRY
The pharmaceuticals sector is a high-technology and knowledge-intensive industry in
Bangladesh. The industry has two-tier structure. The largest firm accounts for the majority of
the R&D investment in the industry and hold the majority of patents. There are a large
number of smaller firms producing mostly for local markets. The pharmaceuticals industry is
heavily regulated.
Once a product is brought to market, pharmaceuticals companies spend heavily on marketing
and promotion. The larger drug companies maintain a large sales force, which makes direct
regular contact with individual prescribing physicians and other pharmaceuticals decision
makers. The money spent on marketing is huge. Pharmaceuticals marketing efforts are not
only directed at physicians and consumers; drug companies have also sought to directly
influence pharmacist, in some cases paying pharmacist to induce customers to change their
drug consumption habits.
The nature of competition in this industry differs between the two sets of firms. The second
tier of firms holds fewer patents and relies primarily on manufacturing off patent generic
medicines or patent medicines under license. Competition between these firms takes the
conventional form of competition on price, cost efficiency and quality. In contrast, a few
large research-based pharmaceutical companies invest heavily in R&D and hold the bulk of
the patents, and can often enjoy substantial market power while these patents are in force. For
these companies, competition is not primarily on the basis of price, but rather on the basis of
marketing and innovation. These companies compete to develop entirely new drugs which
treat new medical conditions, improve upon existing drugs, or serve as substitute for existing
patented drugs. Some large pharmaceutical companies in this tier export and compete in
international markets.
The scenario of pharmaceutical industry can be depicted in two parts-before the Drug policy
ordinance, 1982 and after the Drug policy ordinance, 1982. Before the ordinance there were
177 pharmaceutical companies in the country but local production is used to be dominated by
multinational drug companies which manufactured 75% of total production. 25 medium sized
national companies manufactured about 15% of total production. 133 small local based
companies produced the remaining 10%. The multinational companies were fully armed with
modern technology for producing sophisticated essential drugs, but they were only engaged, t
a large extent, in formulation of simple drugs including many useless products. At that time,
the unregulated drug market of the country had very little favorable conditions for
pharmaceuticals to over price their products. Near monopoly market conditions mean that
local firms could not compete effectively with these multinational market tycoons.
A great change was noticeable in the pharmaceutical industry after the drug policy ordinance
of 1982. The total national production of pharmaceuticals has risen by a substantial 63%; the
value of essential drugs made in national factories has gone up to 140% over the four years.
At present there are 260 national & multinational based pharmaceutical companies in
Bangladesh.
3.2 TOP TEN PHARMACEUTICAL COMPANIES IN BANGLADESH
Name of the Company Market Share
Square. 22.5%
Beximco 19.75%
Aventis 12.78%
Acme 11.28%
Opsonin 9.77%
Glaxo 7.52%
Drug International 6.01%
SK+F 4.51%
ACI 3.75%
Renata 3.38%
3.3 MARKET SHARE OF NATIONAL COMPANIES
Name of the companies Market share
BPL 19.26%
Square 13.62%
Acme 6.27%
Opsonin 6.09%
Incepta 5.90%
Renata 3.45%
Ibn Sina 3.09%
Aristopharma 2.82%
Orion 2.18%
Others 15.89%
Total 78.57%
3.4 MARKET SHARE OF MULTINATIONAL COMPANIES
Name of the companies Market Share
Sk+F 5.72%
Aventis 5.09%
Organon 4.04%
Roche 2.04%
Drug International 2%
Glaxo 1.36%
Novartis 1.18%
Total 21.43%
CHAPTER FOUR: BEXIMCO GROUP ITSELF
4.1 HISTORY OF BEXIMCO GROUP
Beximco is the largest business conglomerate of private sector in Bangladesh. Over the years
since started it could gain a position to symbolize effective management, fund generation,
and diversification of exploring business opportunities. Today it is one of the most known
name is the country’s business arena.
Beximco was the first private sector company to be registered in Bangladesh as a public
limited company in September 1972. Since then, Beximco has taken the lead in public equity
offerings in Bangladesh.
At the end of 1996, the ten publicly listed companies of the Beximco Group accounted for
Tk. 33.87 billion or 20.4% of the market capitalization of the Dhaka stock exchange and Tk.
31.12 billion or 21.3% of the market capitalization in Chittagong stock exchange. Beximco
shares are also the volume leaders on the national bourses, accounting for 22.08% of turnover
at the DSE and 29.23% turnover at the CSE in 1996.
The Beximco Group has also played a pioneering role in establishing and expanding the debt
instruments market in Bangladesh. Beximco Pharmaceuticals Ltd was the first Group
Company to issue debentures in 1988 and has been followed by seven additional Groups
companies since.
Beximco equities and debentures continue to perform the market as a rule, and have been
often rated as buys by several foreign investments firms such as UBS, Crosby Securities,
Peregrine and the erstwhile Smith New court. Beximco stocks are also well represented in the
emerging market funds portfolios of leading mutual funds world wide.
An emerging economy like that of Bangladesh needs not just newer and bigger industries, but
also a reliable service infrastructure, especially in financial services. Anticipating this, the
Group decided to start Beximco securities Ltd., which is the first firm formed especially for
the retail individual investor offering a customer friendly environment for its growing number
of individual clients. The firm is also aggressively engaged with institutional clients and issue
underwritings.
4.2 MISSION OF BEXIMCO GROUP
“Each of our activities must benefit and add value to the common wealth of our
society. We firmly believe that, in the final analysis we are accountable to each of
the constituents with whom we interact; namely: our employees, our customers, our
business associates, our fellow citizens and our shareholders. Each of our activities
must benefit and add value to the common wealth of our society. We firmly believe
that, in the final analysis we are accountable to each of the constituents with whom
we interact; namely: our employees, our customers, our business associates, our
fellow citizens and our shareholders.”
4.3 BUSINESS UNITS OF BEXIMCO GROUP
Beximco Group has got some diversified business units in different challenging sectors of
Bangladesh. Beximco Group is consists of 34 different companies under 8 divisions.
4.3.1 TEXTILE DIVISIONS
Beximco Textile Divisions comprises of seven companies. They are:-
1. Padma Textile Mills.
2. Beximco Synthetics Ltd.
3. Beximco Apparels Ltd.
4. Beximco Knitting Ltd.
5. Beximco Textile Ltd.
6. Beximco Denims Ltd.
7. Beximco Fashion Ltd.
Padma Textile Mills is manufacturer of both cotton and blended yarn while Beximco
Synthetics Ltd. Is the manufacturer of POY and DTY for polyester filament yarn. Beximco
Apparels has a 100% export oriented ready made garments units. Beximco Knitting is into
manufacturing, dyeing and finishing of Knit fabrics while Beximco Textile is into weaving,
dyeing and finishing. Beximco Denims is into manufacturing, dyeing and finishing of
denims fabrics while Beximco Fashion is into ready made garments manufacturing. Beximco
Apparels, Beximco Knitting, Beximco Textile, Beximco Denim and Beximco Fashion are
continuously exporting their quality products to various countries of the world with major
emphasis on USA and EU market. Among these Padma Textile Mills, Beximco Synthetics
Ltd, Beximco Knitting Ltd, Beximco Textile Ltd and Beximco Denims Ltd are listed in
Dhaka stock exchange.
4.3.2 JUTE DIVISION
Beximco jute division comprises of four companies, namely
1. New Dhaka Industries Ltd.
2. Sonali Ansh Ltd.
3. Esses Exporters Ltd.
4. Shinepukur Jute Spinners Ltd.
Jute division’s activities include manufacturing of high quality jute yarn and twine, and
trading in raw jute. New Dhaka industries Ltd. Manufactures jute yarn and twice, while
Sonali Ansh Ltd. and Esses Exporters Ltd. are into trading of raw jute and jute goods. The
high quality products of jute divisions are exported to USA, UK France, Belgium, Spain and
Iran.
CONSTRUCTION DIVISION
Beximco construction division comprises of two companies, namely
1. Beximco Engineering Ltd.
2. Shinepukur Holdings Ltd.
Beximco Engineering Ltd is into construction of roads, bridges and buildings while
Shinepukur Holdings Ltd manufacturer jute yarn and twice. It is also engaged in real estate
business as a developer of land, multistoried private apartments and commercial shopping
complexes. Shinepukur Holdings Ltd is listed in Dhaka stock exchange.
TRADING DIVISIONS
Although the group’s emphasis shifted from trading to manufacturing 25 years ago, the
divisions still plays significant role in group’s overall business activities. Its major strength
lies in dealing under Special Trade Agreement which Beximco introduced in Bangladesh for
the first time in 1972, at a time, when acute hard currency shortage demanded innovate
approach to selling country’s marketable in exchange for import of much needed essential
commodities, which the country had no resources to finance. Beximco Trading Divisions
comprises of three companies namely
1. Bangladesh Export Import Company Ltd.
2. Beximco Holdings Ltd.
3. Beximco Securities Ltd.
Beximco Ltd is into trading and indenting business. Beximco Holdings Ltd is an investment
company, while Beximco Securities Ltd is engaged in stock brokerage, underwriter and
portfolio management business. Among these three companies, Beximco Ltd is listed in
Dhaka stock exchange.
MARINE FOOD DIVISION
Bangladesh is endowed with lot of marine food resources which the group did not miss to
identify and utilize. Marine Foods is engaged in cultivation and processing of shrimp and
other sweets & salt water fishes, all of which are exported. Marine food Divisions comprises
of two companies, namely
1. Beximco Foods Ltd.
2. Beximco Fisheries Ltd.
Beximco Foods Ltd is into fish processing and export business and Beximco Fisheries Ltd. is
into shrimp cultivation. Beximco Fisheries ltd. is listed in Dhaka Stock Exchange.
IT DIVISION
IT Division has five companies that are related to development of software, providing IT
education, reseller of IBM pc, and one of the largest internet service providers in Bangladesh.
The IT Divisions of Beximco is comprises of five companies namely
1. Beximco Computers Ltd.
2. Beximco System Ltd.
3. Bangladesh On-line Ltd.
4. Beximco Softech Ltd.
5. Beximco Zenith Ltd.
Beximco Computers Ltd is involved in marketing of mid-range and personal computers and
develops banking and business software’s which are widely used in Bangladesh. Bangladesh
On-line Ltd is into IT business. It is also renowned Internet Service Providers (ISP). Beximco
System Ltd is an IT training center, joint ventures with NIIT software development.
BUSINESS UNIT
Three business unit of Beximco are
1. Beximco Media Ltd.
2. Gammmatech Ltd.
3. Shinepukur Ceramics Ltd.
Beximco Media Ltd. is engaged in publication of The Independent- the leading national
English newspaper of the country. Gammatech Ltd. a joint venture project with Bangladesh
Atomic Energy Commission. This is the country’s only such facility which provides
sterilization of medical products and preservation of foods. Shinepukur Ceramics Ltd.
manufactures table wares from poracelain and Bone china. Currently, the company is
marketing and selling its high quality products both at home and abroad. It exports its
products to USA, UK, Germany, France, Spain, KSA, India and Pakistan.
CHEMCIAL DIVISION
The introduction of pharmaceutical plant in 1979 marked the beginning of today’s chemical
divisions. BPL started its journey back in 1980 with manufacturing and marketing of licensee
products of Bayer AG, Germany an Upjohn Inc. of USA. After its initial years of struggle, it
broke ground with the launching of its own products in 1983. Today in addition to
manufacturing pharmaceutical formulations in dosage forms and basic chemicals at Beximco
Pharmaceutical Ltd, the divisions also produces intravenous fluids at Beximco Infusions Ltd.
a state-of-art ISO 9001 certified intravenous fluid production facility. The Chemical Division
also has I & I Service Ltd, its own in-house organization for direct distribution national wide.
Today Beximco Pharmaceutical Ltd is one of the market leadings in Bangladesh. The bulk of
the profit BEXIMCO group comes from the chemical division. Its quality services and high
standard of professionalism helped to earn public recognition both home and abroad. Today
Beximco Pharmaceutical Ltd is one of the market leadings in Bangladesh. Its success is
evidence of what a strict focus on quality can achieve. Beximco Pharmaceuticals product
range continues to expand every year and each new product adds to the many lives already
improved.
A partnership with former Ciba-Giedy now Aventis of Switzerland, the Beximco Pharma
center for Etc & Industrial Research Ltd. was set up to conduct collaborative research
programs through which Beximco scientists will be developing high performance pigments,
which Aventis will screen for commercial potential and ultimate commercialization.
BOARD AND MANAGEMENT
The management of BEXIMCO PHARMA is simply exceptional in comparison to any other
listed companies in this country. It has a blend of professionalism and wisdom, which plays a
key role in managing the champion organization. The Board of Directors includes:
A S F Rahman Chairman
Salman F Rahman Vice Chairman
Iqbal Ahmed Director
M.A. Qasem Director
O.K. Chowdhury Director
Dr. Abdul Alim Khan Director
A.B. Siddiqur Rahman Director
Dr. Farida Huq Director
Chowdury Hafizur Rahman Director
Faheemul Huq Director
Ahsanul Karim Director
A dedicated Management committee and an Executive Committee make sure that BEXIMCO
PHARMA achieves its target with sheer professionalism. The committees are:
SUBDIVISION OF CHEMICAL DIVISION
Beximco Chemical Division
4.6 MAJOR ACHIEVEMENT OF BEXIMCO PHARMA
1976-1985
1976 : Registration of the company
1980 : Started manufacturing and marketing of licensee products of Bayer AG of Germany
and Upjohn Inc. Of USA
1985 : Listing in the Dhaka Stock Exchange (DSE) as a Public Limited Company
1986-1995
1990 : Commissioning of Basic Chemical Unit
1992 : Started export operation with Active Pharmaceutical Ingredients (apis)
1993 : First export market operation with finished formulation
1996-2005
1996 : Introduction of Sustained Release Dosage Form
1997 : Introduction of Suppository Dosage Form Commissioning of Metered Dose Inhaler
(MDI) plant Introduction of Metered Dose Nasal Spray
1998 : First pharmaceutical company of the country achieving ‘National Export Trophy
(Gold)’for 1994-95
1999 : UNICEF approval of BPL as an enlisted supplier
2000 : Agreement to manufacture Metered Dose Inhaler (MDI) for Glaxo smith line
Beximco Pharmaceuticals
I&I servicesPharmatek Chemical
Basic Chemical Unit
Fine Chemicals
2001 : Introduction of Small Volume Parenterals (Injectables) Establishment of Analgesic-
Antiinflammatory API plant 2002 : Won the first prize of ICAB National Awards 2000 for
‘Best Published Accounts and Reports’in Non- Financial Sector Category The first
Bangladeshi company to supply pharmaceuticals to Raffles Hospital- the most prestigious
hospital of Singapore
2003 : Received ‘National Export Trophy (Gold)’for consecutive 2 years (1998-99, 1999-
2000) Won the Silver prize of ICAB National Awards 2003 for ‘Best Published Accounts and
Reports’in Non-Financial Sector Category. Won a tender to supply Neoceptin R and
Neofloxin to Raffles Hospital of Singapore for the whole year’s consumption. Introduced
Anti-HIV drugs for the first time in Bangladesh. Diversification into Anti-Cancer therapeutic
class.
2004: signed contract with Novartis to manufacture their liquid, cream, ointment and
suppository products under “Toll Manufacturing “agreement. Visit of Saudi delegated by
Humble Minister, Kingdom of Saudi Arabia
2005: Merger of Beximco Infusions Ltd. With Beximco pharmaceuticals Ltd. Admission to
alternatives Investment market (AIM) of London Stock Exchange (LSE)
4.7 THE FASTES GROWING COMPANY
With a record of highest growth rate in the history of Bangladesh Pharmaceutical industry,
BPL has maintained its leadership position with consistent growth over the year. The
company maintained its growth performance in 1999 even when the industry experienced a
decline in market growth during the same period of time. It is continuously adding new
products of different therapeutic classes in its portfolio and those products are always
appreciated by the health professionals. In the year 2001, BPL added 26 new products to its
existing product lines.
4.8 OVERSEAS BUSINESS
BPL has been able to establish a very successful international marketing network in Asia,
Middle East and Africa. In 2001, BPL signed and agreement with one of the leading
distributors of Singapore with an objective to consolidate i9ts presence in Singapore market.
In Pakistan, BPL comes into an agreement with one of the leading local companies to
manufacture BPL brands locally and to market the same in Pakistan market. So, far Beximco
has market its presence in 22 countries. These countries are.
1. Cambodia
2. Georgia
3. Hong Kong.
4. Iran.
5. Kenya
6. Malaysia
7. Mozambique.
8. Myanmar.
9. Nepal.
10. Pakistan.
11. Philippines.
12. Russia
13. Singapore.
14. South Korea
15. Srilanka.
16. Taiwan
17. Ukraine.
18. Vietnam.
19. Yemen.
4.9 THE VISION OF NEW MILLENNIUM
BPL has transformed its activities, culture, style and philosophy to meet the demands of the
new millennium. Business diversification that is strategically important for sustained growth
today is followed here as a result of its vision of the future. BPL has been producing solid
products like tablets and capsules and liquid products like syrup, suspension and solution, as
well as semisolid products like cream and ointment. BPL is the pioneer company to
manufacture and market nasal sprays, inhalation aerosols and suppositories in Bangladesh.
BPL stepped forward to manufacture small volume parental or inject able dosage form in
2001.
A multi-million dollar pharmaceutical formulation plant is being built. This world class
facility is structured and erected in line with international guidelines for cGMP (Current
Good Manufacturing Practices) and with particular regard to the USFDA. This plant will be
one of the finest facilities to be available anywhere in the globe.
4.10 NEW CUSTOMER APPROACH
A BPL mission statements states “Each of our activities must benefit and add value to the
common wealth of our society”; BPL stands on the heritage of bringing innovative medicine
to people. Commitment to customers is one of the hallmarks of BPL. Its sales force of over
540 highly professional sales representative ensures timely promotion and smooth delivery of
products to anywhere of the country.
4.11 BLOCKBUSTER PRODUCT OF BPL
Increased market complexity now a days places great demand on the sales and marketing
operations of pharmaceutical companies, making it even more difficult and costly to manage.
But our marketing and sales team was able to withstand competition successfully in 2004
which enabled us not only to retain market leadership of all the key brands but also to grow in
other therapeutic areas. Several new brands like Bextrum/Bextrun Gold, Frenxit, Ultrafen
Plus, Neofloxin XR, Vercef, Tycil DS etc. have already shown potential to become future
Block buster brands.
4.12DEPARTMENT OF BEXIMCO PHARMACEUTICALS
4.12.1 CPM DEPARTMENT
Central product management department includes the activities of marketing and sales
promotion of both BPL (Beximco Pharmaceutical Ltd) and BIL (Beximco Infusion Ltd). The
head of the department guides products officers. The activities that are performed by the
CPM department are-
Preparing product literature and promotional material for doctors.
Determining the packaging pattern, color and size.
Fixing target sales.
Searching about competitor strength, weakness, opportunity and threat.
Issuing budget in consulting with different departments.
Setting price for each products.
Collecting statistical data which are relevant to their operations.
The downward communication system of the CPM department is shown in figure below:-
Chart: Layout of CPM Department
4.12.2 SALES DEPARTMENT
CPM department determines the target sales and the responsibility of the sales department is
to achieve the sales target by its workforce. An executive sales director is the head of the
department. This department consists of senior sales manager, regional sales controller, field
supervisor and medical representative. The department divided the whole country into 20
regions and assigned 20 regional sales controllers to control sales activities. Again 6 Medical
representatives are working under 5 supervisors in each region. The whole process is going
on a chain of command. Field supervisor supervise all the activities of medical
representatives and field supervisor are supervised by regional sales controller. The regional
sales controllers take necessary indication from the senior sales manager of the sales
department.
The downward communication system has been developed which is shown in figure below-
Executive Director
Manager
Assistant Manager
Senior Product Officer
Product Officer
Chart: Layout of Sales Department
Main activities of Sales Department:
Forecasting future sales in consultation with central product Management department.
Recruitment of sales force in consultation with Human resources department.
Budget estimation in consultation with finance department and with the director of
marketing and commercial.
Strategy developing for effective sales force.
Arranging training for field force.
Handling critical customers.
Ensuring product availability.
Donation handling.
Performance evaluation of the sales force.
Responsibilities of Regional sales controller:
Executive Director (sales)
Sales Manager
Regional Sales Manager
Field Supervisor
Medical Representative
Leading the subordinates according to the sales manager’s instruction.
Evaluating the employee’s performance and reporting to the department.
Making good relationship with major customers.
Responsibilities of Field Supervisor:
Supervising medical representative’s activities.
Maintaining good relationship with customers.
Monitoring the market conditions.
Evaluating MRs field performance and reporting to regional sales controller.
Responsibilities of Medical Representative:
Visiting doctors with product sample and literature to promote products.
Visiting chemist shop to check out the product availability.
Listing the products that should be supplied to the chemist shop.
Generating comments and information from doctors and chemists and informing it to
field supervisors.
4.12.3 MRC DEPARTMENT
In the competitive business market, “Market Research” is a vital part of any type of
company .especially who has wide rage of product like (medicine, cosmetic, and consumer
goods, etc. Market research is necessary for making any types of sense about the market and
which save the time, resources and wastage of money. Market research is a systematic and
objective identification, collection analysis, dissemination and use of information for the
purpose of assisting management in decision making related to identification and solution of
the problems. MR helps to knowing the condition of the existing product, helps to set furthers
steps, helps to achieve know the condition of the competitor, market share and market growth
rate. Through the MR (Market research) company can keep the record of each and every
product and also some others factors like which the product is earning more value for the
company and which one is not, which one the number one product by unit or which one the
highest selling drug in different market (like-antibiotic) and also the performance of medical
representatives (MRs). MR helps to identify the products records also keeps the doctors
record, which doctor helps to earn more revenue by prescribing medicine of Beximco
Pharma.
MRC department was established in 1987 with one Sr. product officer and five market reach
representative (MRR) under CPM department. MRC depts. divided the whole country into
440 territories under 20 regions. Headed by manger, market research representative do the
task of market survey. The department discloses the trend of increasing or decreasing market
share by compiling the received data from the market
Organogram of MRC Department
Figure: Organogram of MRC department
Responsibilities of Marketing Research Department:
Calculating the market share of the company in respect to prescriptions, slip and OTC
by visiting the chemist shop in different territories.
Recruiting research person in consultation with human resource department.
Strategy developing for effective market survey.
Arrange training for field force.
Performance evaluation of market researcher.
Sr. MR Officer
MR Officer MR Officerr
MR Officer
Manager
MR Officer
MR Supervisor
MR Supervisor
Asst. MR Officer
Asst. MR Officer
Secret tours are arranged by the department to cross-check the accuracy of the data
collected by Market research representative.
Responsibilities of Marketing Research Representative:
Visiting chemist shop to collect prescription, slip and OTC drugs.
Filling up product manuals where the doctor’s name and territory code, the name of
the prescribed medicine are written down.
At the conclusion I would like to say that marketing research and statistical cell department
plays the most important role in company because it indicates the ultimate position of
company in industry by identifying the market share. But in order to be marketing researcher
wide product knowledge is very much essential because without product knowledge survey
can not be conducted. The market research representative visit 440 territories around the year
and need two day visit per territory.
4.12.4 PLANNING & INVENTORY CONTROL DEPARTMENT
This department has a direct relation with the purchase, production, and finance department.
Finance department develops a cash flow budget at the beginning of the year. The sales
department fixes the sales target. According to the demand, planning department starts its
operation which is mentioned below in the sequential basis.
According to the market demand. Planning department fragmented every finished
goods in different particulars.
Then they calculate how much and what raw materials they need to produce the
products according to the demand through out the year.
Split out the whole year’s demand on monthly basis for each product type.
It determines day to day requirements of raw materials: raw material in hand, in pipe
lines, and in finishes goods.
Estimate the price or cost of the product required on a month.
Decide which product to purchase from the local market and which to import.
Submit a tender to different suppliers in the first week of every month.
Raw materials are received every tow or three months after the reorder. The
department sends it to the production department for finished goods. Then the
production department starts producing the finished goods according to monthly
requirements. It is again divided into 10 days operation for better performance.
This department also decides about the machinery requirements for a specific
production process.
4.12.5 PURCHASE DEPARTMENT
This department interacts directly with the planning, production and finance department.
Finance department develops a cash flow budget at the beginning of the year. The sales
department fixes the sales target. According to the demand, purchase department starts its
operation which are mentioned below in the sequential basis-
Being ordered from the planning department, the department estimates
and calculates the cost of raw materials necessary.
Split out the whole year’s demand for raw materials on monthly basis.
It asks for cash to the finance department.
Decide which product to purchase from the local market and which to
import.
It arranges for bidding to the suppliers which involves close interaction
with the planning department.
Along with the planning department, it has to cooperate through the
whole process of purchasing raw materials form available sources.
This department also involves about the machinery requirements for a
specific production process and their purchasing.
4.12.6 MEDICAL SERVICES DEPARTMENT
In 1990 this department was formally announced as a separate department and the objective is
to provide continuously Medical Education program to the practicing doctors. It is involved
in indirect promotion of the company by helping the doctors with academic support. As a
result it causes a good image of the company among the doctors. As the medical science if an
ongoing process, many know about all those things unless and until they do through all
medical journals. In our country there are very few magazines on medical science. There are
some good world class medical journals which are very expensive. The medical service
department of Beximco Pharma prepares its own medical journal from other journals which
are relevant to our medical practices and supply it to the doctors at free of cost. So the doctors
can know about the new contribution of the medical world.
The functions of medical service department have been listed below:
Every three months the department publishes a medical news letter of 24 pages.
22500 copies are published among which 18000 copies are most important here is
Beximco is the only company in Bangladesh who has the initiative to publish such an
article for the doctors.
4 to 5 booklets are published in a year about disease related its available medicines in
Bangladesh.
MSD arranges different seminars, meetings, symposiums on different topics of
medical science. They focus on a particular topic which has a significant affect in our
medical practice recently. Doctors are requested to deliver a speech on that particular
topic. After their speeches a medical officer of Beximco Pharma Ltd. gives a speech
with the multimedia projection. They focus on their products and their functions over
the diseases.
It keeps doctor’s request by making multimedia projections for them that would be
used by them nationally and internationally in seminars and symposiums. Most
important tasks of MSD here were adding video clippings inside the presentations.
Over 15000 requests were attended by MSD last year.
BMA (Bangladesh Medical Association) arranged clinical meetings are attended by
MSD.
It responds to the queries of the doctors through mail or medical representatives
around the country.
4.12.7 MIS DEPARTMENT
Management information system department functions as a communication highway for all
other departments. The functions of the department are-
It is possible to fax and enter into the internet mail by relating file of working
department with the network.
Communication with the production department that is situated in Tongi is possible
through radio link.
The operation department can communicate and exchange information with the BEL
tower and corporate headquarters through fiber optic cable.
I & I service department can communicate with the head office through modem.
Employees are provided computers service according to their range of activities. NT
server also has a backup server to stay in the safe side. Communication between
departments is also done through e-mail. Any user can use these facilities from any
workstation. The users need the log in number from MIS department to use
computers.
4.12.8 BRDD
It is a staff department. It comprises of four specialists comprising of a pharmacist, a
financial specialist, a marketing specialists and an engineer.
Major Jobs performed by this Department:
Business development agent: It acts as the business development agent of BPL. It is
the duty of this department unveils the alternatives regarding business functions
available in the world.
International Affairs: It tries to interact with WTO, USFDA (United States Food and
Drug administration authority), MCA (Medical Council) and other regulatory
authority of the world.
Source Department: It searches of raw materials, accessories, and machineries around
the world and selects the best source available.
International Market: It seeks for international export markets for BPL products.
Projects Development:
1. It takes new projects in hand.
2. It does the financial projections for the new projects.
3. It searches cheaper sources of machineries and accessories around the globe.
4.12.9 MULTIMEDIA DEPARTMENT
BPL is the only pharmaceutical company that has a multimedia department. This is
helping the product promotion. It designs medical videos for the doctor. The color, size,
littering etc of the text are carefully selected to attract the target audience easily.
Major function of multimedia department
Web page designing
Developing multimedia presentation on program
Making video conference
Designing cover page of the annual report
Making video for product
Making video for company
Keeping the record of annual meeting and others meeting
Storing still photograph and video on medical science
4.12.10 TRAINING DEPARTMENT
Beximco Pharmaceuticals Ltd. has an in-house training program for their employee which is
controlled by training department. This department consists of three experts who give the
training to their employees. Training has been provided through lectures with the assistance
of handout, multimedia projector, technical memorandum, and training materials. This
department provides three types of training-
1. Refreshers training program.
2. Training program for MR.
3. Training program for supervisors.
Refreshers Training Program:
This training program for newly recruited medical representatives. This training program is
of 37 days. This program is focused on few topics-
Physics.
Chemistry.
Biology.
Mathematics.
Selling skills.
Attitude towards buyers.
Presentation of products.
Training Program for MR:
This training program is prepared for the medical representatives who are experienced. To
make them more effective and efficient some MRs are chosen to find out their weakness.
Through TNA (training needs analysis) and TGI (training gap identify) MRs are chosen.
These are to go through a test questionnaire to find out the weakness. Then they are trained
according to their gap.
Field supervisors Training Program:
Experienced MRs get promotion as field supervisors. At that time a training program is
designed for newly employed field supervisors. This training is only for one week. There are
several topics, which are recovered to train-
Leadership.
Motivation.
Communication.
Control.
4.12.11 INTERNATIONAL MARKETING DEPARTMENT
In 1991, the company took the challenge to venture into the international arena. At first it
started exporting only formulation product. There were many reasons not to export finished
goods. The reason are-
Drug law imposed on finished products not on formulation products.
Formulation products do not require any registration operation.
To register a finished goods bio-equivalence test is required which is too much
expensive.
In 1996 the company first started their finished goods export operation to Russia. After the
war, there was great demand of medicine. The people of Russia needed good medicine in a
cheap rate. Along with many multinationals Beximco Pharma started its operation in Russia.
Beximco did well there as it provided products in a cheap rate.
Bangladesh is a third world country and its image is not satisfactory in the world. So it is
quite tough to operate internationally. The marketing ream has to hard to convince the buyer.
Functions of the international marketing department are.
Studying rules and regulations.
Studying different market.
Studying different buying behavior.
Studying sales force for different culture.
Studying different market characteristics is another major function of international marketing
department. There are different types of market for pharmaceutical products. According to
the market characteristics a product can be classified in three major parts.
POP (Prescription only products) - Only registered chemists can sell these
pharmaceutical products under the prescriptions generated by registered doctors.
OTC (Over the counter) - Anyone can buy and sell these products.
Pharmacy products- Only registered chemists can sell theses pharmaceutical with or
without a prescription of a doctor.
Marketing of pharmaceutical product in abroad is not like as it is in Bangladesh. In abroad
the drug buying and selling is completely regulated by rules. Pharmaceutical product can not
enjoy advertising like any other consumer products. So personal selling is the way the
products can be advertised and sold. As OTC products do not require any rules to buy or sell
it has a chance to go through print advertising and TV advertising. But, marketing of POP
and pharmacy products can be done by personal selling.
The customer of a dug is a doctor. What ever the doctors prescribe patients buy. So, the
department has to decide which group of doctor they should convince for a particular
product. For govt. hospitals, army or govt., institution the company participate in the tender.
Different buying behavior has a great impact on marketing a product. Understanding the
buyer’s buying attitude is the fist job of any marketer. To analyze behavior, the marketer has
to visit the place, gain knowledge about their financial condition, culture tradition and the
competitor’s position.
After analyzing the buyer’s attitude, the second important factor is to make the sales force
effective and efficient. International marketing department determine the process in which
way they will market the products. It depends on the various factors.
4.12.12 HUMAN RESOURCE DEPARTMENT
Human resource department is the most important department in any organization. Beximco
pharmaceutical is also is not an exceptional one. BPL has also have a strong and effective
human resource department which plays an important role maintaining and motivating the
employees of entire organization. The human resource department is headed by the Human
resource manger, some human resource officer and executives. All of the staffs of human
resources department of BPL are very much effective and efficient in performing their tasks.
Functions of Human Resource Department:
Recruitment of new employees by screening and interview.
Training of the employees in order to increase their efficiency and productivity.
Maintenance of attendance of the staffs of entire organization.
Maintenance of data base of the officers and staffs of the organization.
Organizing training, workshop and seminars for making the staffs more efficient in
fulfilling their tasks.
CHAPTER FIVE: ANALYSIS OF THE RESEARCH FINDINGS
5.1 FINDINGS ONE:
In this section we will know the overall market share in the aspect of prescription and in
different therapeutic classes. For analyzing the research, 496 prescriptions with total product
1101 is collected.
Total prescription = 496
Total product = 1101
Five leading Pharmaceuticals
Serial
No
Company Number Percentage
1. Beximco Pharma 212 19.26%
2. Square 150 13.62%
3. Acme 69 6.27%
4. Opsonin 67 6.09%
5. Incepta 65 5.90%
Overall Prescription Percentage
Serial
No
Company Number Percentage
1. Beximco Pharma 212 19.26%
2. Square 150 13.62%
3. Acme 69 6.27%
4. Opsonin 67 6.09%
5. Incepta 65 5.90%
Prescription Market share
Glaxo 1.36%
Orion 2.18%
Drug International 2%
Novartis1.18%
Navana1.45%
Aristopharma2.82%
Renata 3.45%
Ibn Sina3.09%
ACI4.63% Incepta
5.9%
Aventis5.09% SK+F
5.72%
BPL 19.26%
Opsonin 6.09%
Acme 6.27%
Square 13.62%
Others15.89%
6. SK+F 63 5.72%
7. Aventis 56 5.09%
8. ACI 51 4.63%
9. Renata 38 3.45%
10. Ibn Sina 34 3.09%
11. Aristopharma 31 2.82%
12. Orion 24 2.18%
13. Drug International 22 2%
14. Navana 16 1.45%
15. Glaxosmithkline 15 1.36%
16. Novartis 13 1.18%
17. Others 175 15.89%
Total 1101 100
Total Prescription = 496
Total Product = 1101
From this above bar diagram you can see the overall market share of different companies in
the aspects of prescriptions. Here in this case Beximco Pharmaceuticals leading the market
with market share of 19.26% and Square Pharmaceutical holds the second place with market
share of 13.62% currently. The rest of market share of different company’s are-
i. Acme Laboratories Ltd 6.27%.
ii. Opsonin 6.09%.
iii. Incepta 5.9%.
iv. Eeskaf Bangladesh 5.72%.
v. Aventis 5.09%.
vi. ACI 4.63%.
vii. Renata 3.45%.
viii. Ibn Sina 3.09%.
ix. Aristopharma 2.82%.
x. Orion 2.18%.
xi. Drug International 2%.
xii. Navana 1.45%.
xiii. Glaxosmithkline 1.36%.
xiv. Novartis 1.18%.
xv. Others 15.89%.
FINDINGS TWO:
In the earlier part we have seen the overall prescription market share in Beximco
Pharmaceuticals Ltd. in comparison with other companies. In this part we try to analyze the
market share of Beximco Pharmaceuticals in Diabetics therapeutic class in comparison with
other companies.
Therapeutic class: Diabetics.
Total Product: 26.
Four leading Pharmaceuticals
Serial No. Company Name Percentage
1. Pacific 26.92%
2. Aventis 23.07%
3. Acme 15.38%
4. Square 11.54%
Diabetics
Others 23.08%
Square 11.54%
Acme 15.38%
Aventis 23.07%
Pacific 26.92% Pacific
Aventis
Acme
Square
Others
Company Percentage
Company Name Products Percentage
Acme 4 15.38%
Aventis 6 23.07%
Pacific 7 26.92%
Square 3 11.54%
Others 6 23.08%
Total 26 100
From this bar diagram we can easily see that in the therapeutic class of Diabetics Pacific is
the leading the market with the market share of 26.92% and Aventis hold second place with
23.07% market share. The market shares of rest of the companies are Acme-15.38%, Square-
11.54% and others 23.08%.
FINDINGS THREE:
Therapeutic class: Angina & Ischemic.
Total Product: 17
Three Leading Pharmaceuticals
Serial No. Company Name Prescription Percentage
1. Drug International 52.94%
2. Beximco 23.53%.
3. Medimpex 11.76%
Company Percentage
Angina & IschaemicOthers 11.76%Medimpex
11.76%
Beximco 23.53%
Drug Intl.52.94%
Drug International Beximco Medimpex Others
Company Name Product Prescription Share
Drug International 9 52.94%
Beximco 4 23.53%
Medimpex 2 11.76%
Others 2 11.76%
Total 17 100
From this above
bar chart we
can easily see that in the therapeutic class of Angina and Ischemic class Drug International
holds 52.94% market share and Beximco Pharma stand second place with market share of
23.53%. Others company Medimpex and others hold 11.76% respectively.
FINDINGS FOUR:
Therapeutic class: Antipsychotic.
Total Product: 8
Two Leading Pharmaceuticals
Serial No. Company Name Percentage
1. Lund beck 50%
2. Square 25%.
Company Percentage
Company Name Product Percentage
Lundbeck 4 50%
Square 2 25%
Others 2 25%
Anthelmintics
Others 50% SK+F
35.71%
Acme 14.29%
Acme
SK+F
Others
Antipsychotic
Lundbeck 50%
Square 25%
Others 25%
Lundbeck
Square
Others
Total 8 100
From this above bar diagram we can well understand that in the therapeutic class of
Antipsychotic Lunbeck leads the way with 50% market share and square hold the second
place with 25% market share. The others different small companies hold rest of the 25%
market share in the industry.
FINDINGS FIVE
Therapeutic Class: Anthelmintics.
Total products: 14.
Company percentage
Company Name Products Percentage
Acme 2 14.29%
SK+F 5 35.71%.
Others 7 50%
Total 14 100
Antidepressant
Square, 36.36%
Others, 27.27%
Drug Int. 18.18%
Aristopharma18.18%
Aristopharma
Drug Int.
Square
Others
From this above bar chart we can well understand that in the therapeutic class of
Anthelmintics Eskaf holds 35.71% market share and Acme holds 14.29% market share. The
rest of the market share is hold by others different small companies who hold 50% market
share.
FINDINGS SIX:
Therapeutic class: Antidepressant.
Total Product: 11.
Company Percentage
Company Name Product Percentage
Aristopharma 2 18.18
Drug International 2 18.18
Square 4 36.36
Others 3 27.27
Total 11 100
From this above bar diagram we can easily identify that in the therapeutic class of
Antidepressant square leads the way with market share of 36.36%. Both Aristopharma and
Drug International hold 18.18% market share. The others hold market share of 27.27%.
FINDINGS SEVEN:
Therapeutic class: Antihistamine.
Antihistamine
Others 23.81%
ACI7.94% SK+F
7.94%Opsonin 11.11%
Acme 14.29%
BPL 20.63% BPL
Acme
Opsonin
SK+F
ACI
Others
Total Product: 63.
Five Leading Pharmaceuticals
Serial No. Company Name Percentage
1. Beximco 20.63%
2. Acme 14.29%
3. Opsonin 11.11%
4. SK+F 7.94%
5. ACI 7.94%
Company Percentage
Company Name Products Percentage
ACI 5 7.94%
Acme 9 14.29%
Beximco 13 20.63%
Opsonin 7 11.11%
SK+F 5 7.94%
Square 3 4.76%
Aventis 3 4.76%
Orion 3 4.76%
Others 15 23.81%
Total 63 100
From
this above
bar diagram
Vitamins
Square 23.77%
BPL 15.57%Orion
9.84%Acme 9.02%
Drug Int. 8.20%
Others 21.31% Square
BPLOrionAcmeDrug Int.Others
we can determine that Beximco is the leading in the therapeutic class of Antishistamine with
market share of 20.63% and Acme hold the second position with market share of 14.29%.
The market shares of rest of the companies are Opsonin 11.11%, SK+F and ACI 7.94% and
other small companies 23.81% market share.
FINDINGS EIGHT:
Therapeutic class: Vitamins.
Total Product: 122.
Five leading Pharmaceuticals
Serial No. Company Name Percentage
1. Square 23.77%
2. Beximco 15.57%
3. Orion 9.84%
4. Acme 9.02%
5. Drug International 8.20%
Company Percentage
Company Name Products Percentage
Acme 11 9.02%
Beximco 19 15.57%
Gaco 5 4.10%
Glaxo 4 3.28%
Drug International 10 8.20%
Orion 12 9.84%
Renata 6 4.92%
Square 29 23.77%
Others 26 21.31%
Total 122 100
Antiprotozoal
Others 25.81%
Aventis 12.90%
BPL 38.71%
Opsonin 12.90%
ACI 9.68%
BPL
Aventis
Opsonin
ACI
Others
From this bar chart we can assume that in Vitamins therapeutic class Square leads the market
with 23.77% market share and BPL hold 15.57% market share. The rest of the companies
market shares are Orion-9.84%, Acme-9.02%, Drug International-8.20% and others- 21.31%.
FINDINGS NINE:
Therapeutic class: Anti-protozoal.
Total Product: 31.
Three Leading Pharmaceuticals
Serial No. Company Name Percentage
1. Beximco 38.71%
2. Aventis/ Opsonin 12.90%
3. ACI 9.68%
Company Percentage
Company Name Products Percentage
ACI 3 9.68%
Aventis 4 12.90%
Beximco 12 38.71%
Opsonin 4 12.90%
Others 8 25.81%
Total 31 100
From the above bar diagram we can see here that in the therapeutic class of Antiprotozoal
Beximco leading the industry with market share of 38.71% and others different small
company’s leads second position with 25.81% market share. The rest of the company’s
market shares are ACI 9.68%, Opsonin 12.90%, Aventis 12.90%.
FINDINGS TEN:
Therapeutic Class: Antibacterial
Total Product: 284
Five Leading Pharmaceuticals
Serial No. Company Name Percentage
1. Square 17.10
2. Beximco 9.85
3. Acme 9.15
4. ACI 8.45
5. Opsonin 7.39
Company Percentage
Company Name Products Percentage
ACI 24 8.45
Acme 26 9.15
Aristopharma 12 4.22
Aventis 18 6.34
Beximco 28 9.85
Drug International 13 4.57
Opsonin 21 7.39
Orion 12 4.22
Renate 15 5.28
Antibacterial Prescription Percentage
Others 22.88%
Opsonin 7.39% ACI
8.45%Acme 9.15%
Beximco 9.85%
Square 17.10% Square
Beximco
Acme
ACI
Opsonin
Others
Square 50 17.60
Others 65 22.88
Total 284 100
From this bar chart we can see that in the therapeutic class of Antibacterial the market share
of Beximco is 9.85%. But here the market leader is Square with market share of 17.10%. The
others market shares are Acme 9.15%, ACI 8.45%, Opsonin 7.39% and other small
companies 22.88%.
FINDINGS ELEVEN:
Therapeutic class: Ant rheumatic.
Total Product: 79
Five Leading Pharmaceuticals
Serial No. Company Name Percentage
1. Square 22.78%
2. Novartis 15.19%
3. Aventis 10.13%
4. Opsonin/Pacific 7.59%
5. ACI 6.33%
Company Percentage
Company Name Products Percentage
ACI 5 6.33%
Aventis 8 10.13%
Novartis 12 15.19%
Antirheumatic Product
Square 22.78%
Novartis 15.19%Aventis
10.13%
ACI 6.33%
Others 30.38%
Pacific 7.59% Opsonin
7.59%
Square
Novartis
Aventis
Opsonin
Pacific
ACI
Others
Opsonin 6 7.59%
Pacific 6 7.59%
Square 18 22.78%
Others 24 30.38%
Total 79 100
From the above bar diagram we can well understand that in the therapeutic class of Ant
rheumatic Square leads the industry with 22.78% market share and Novartis hold second
place with 15.19% market share. The rest of the company’s market shares are Aventis-
10.13%, Opsonin-7.59%, Pacific-7.59%, ACI-6.33% and others different small companies
comprises 30.38% share.
FINDINGS TWELVE:
Therapeutic class: Skin.
Total Product: 35.
Four leading pharmaceuticals
Serial No. Company Name Percentage
1. Square 22.86%
2. Beximco 14.28%
Skin
ACI 11.43%
BPL14.28%
Square 22.86%
Gacho 8.57%
Aventis 11.43%
Opsonin 8.57%
Rephico 8.57%
Others 14.28%
Square
BPL
ACI
Aventis
Gacho
Opsonin
Rephico
Others
3. ACI/Aventis 11.43%
4. Gaco/Opsonin/Rephico 8.57%
Company Percentage
Company Name Products Percentage
ACI 4 11.43%
Aventis 4 11.43%
Beximco 5 14.28%
Gaco 3 8.57%
Opsonin 3 8.57%
Rephico 3 8.57%
Square 8 22.86%
Others 5 14.28%
Total 35 100
From this above all bar diagram we can easily identify that in the therapeutic class of Skin
Square carry 22.86% market share and BPL hold 14.28% market share. The rest of the
companies market share are ACI & Aventis- 11.43%, Gacho, Opsonin & Rephico- 8.57%
and other small companies 14.28% market share.
FINDINGS THERTEEN:
Therapeutic class: Antiulcerant.
Antiulcerant
Others 26.92%
Square 12.18%
Oposonin 11.54%
Drug International
9.62%J ayson5.13%
Acme 5.13% Beximco
8.97%
Orion 5.13%
Square
Oposonin
DrugInternationalBeximco
Acme
Jayson
Orion
Others
Total Product: 156.
Five Leading Pharmaceuticals
Serial No. Company Name Percentage
1. Square 12.18%
2. Opsonin 11.54%
3. Drug International 9.62%
4. Beximco 8.97%
5. Acme/Jayson/Orion 5.13%
Company Percentage
Company Name Products Percentage
Acme 8 5.13%
Aristopharma 6 3.85%
Beximco 14 8.97%
Drug International 15 9.62%
Jayson 8 5.13%
Novartis 6 3.85%
Opsonin 18 11.54%
Orion 8 5.13%
Pacific 6 3.85%
Renata 6 3.85%
Square 19 12.18%
Others 42 26.92%
Total 156 100
Anxiolytics
Acme 14.81%
Square 22.22%
Sonear 22.22%
Opsonin 25.93%
Others 14.81% Opsonin
Sonear
Square
Acme
Others
From the earlier page bar diagram we can determine that in the therapeutic class of
Antiulcerant Square holds the leadership with 12.18% market share while opsonin holds
second place with 11.54% market share. The rest of the companies market share are Drug
International-9.62%, Beximco-8.97%, Acme, Jayson and Orion-5.13% and others different
small companies hold 29.93% market share.
FINDINGS FOURTEEN:
Therapeutic class: Anxiolytics.
Total Product: 27
Three Leading Pharmaceuticals
Serial No. Company Name Percentage
1. Opsonin 25.93%
2. Sonear/Square 22.22%
3. Acme 14.81%
Company Percentage
Company Name Products Percentage
Acme 4 14.81%
Opsonin 7 25.93%
Sonear 6 22.22%
Square 6 22.22%
Others 4 14.81%
Total 27 100
From this
above bar
Cough Expectorants
Others 21.43%
Incepta 14.29%
Glaxo 14.29%
BPL 14.29%
Square 35.71% Square
BPL
Glaxo
Incepta
Others
diagram we can easily see that in the therapeutic class of Anxiolytics Opsonin leads the
industry with 25.93% market share while Sonear and Square hold second position with
22.22% market share. Acme holds 14.81% and others different small companies also hold
14.81% market share.
FINDINGS FIFTEEN:
Therapeutic class: Cough Expectorants.
Total Product: 14
Two leading Pharmaceuticals
Serial No. Company Name Percentage
1. Square 35.71%
2. Beximco/Glaxo/Incepta 14.29%
Company Percentage
Company Name Products Percentage
Beximco 2 14.29%
Glaxosimithkline 2 14.29%
Incepta 2 14.29%
Square 5 35.71%
Others 3 21.43%
Total 14 100
From this above all chart we can determined that in the therapeutic class of Cough
Expectorants Square leads in the industry with Market share of 35.71% and BPL, Glaxo and
Analgesic Prescription PercentageOthers 12.04%
Incepta 7.23%
ACI 8.43%
Square 14.45% Acme
16.86%
BPL40.96%
BPLAcme
Square
ACI
Incepta
others
Incepta hold second place 14.29% market share respectively. Others different small
companies hold 21.43% market share.
FINDINGS SIXTEEN:
Therapeutic class: Analgesic
Total Product: 83
Five leading Pharmaceuticals
Serial No. Company Name Percentage
1. Beximco 40.96%
2. Acme 16.86%
3. Square 14.45%
4. ACI 8.43%
5. Incepta 7.23%
Company Percentage
Company Name Products Percentage
ACI 7 8.43
Acme 14 16.86
Beximco 34 40.96
Incepta 6 7.23
Square 12 14.45
Others 10 12.04
Total 83 100
Iron-deficiency
Others 27.78%
Acme 8.33% J ayson
13.89%SK+F 19.44%
Square 30.56% Square
SK+F
Jayson
Acme
Others
From this above bar chart we easily identify that in the therapeutic class of Analgesic
Beximco Pharmaceuticals Ltd leading market share with 40.96% and Acme stand in second
place with 16.86% market shares. Other companies like Incepta and ACI holds market share
of 8.43% and 7.23% respectively. Others company holds 12.04% market share.
FINDINGS SEVENTEEN:
Therapeutic class: Iron-deficiency.
Total Product: 36.
Four leading Pharmaceuticals
Serial No. Company Name Percentage
1. Square 30.56%
2. SK+F 19.44%
3. Jayson 13.89%
4. Acme 8.33%
Company Percentage
Company Name Products Percentage
Acme 3 8.33%
Jayson 5 13.89%
SK+F 7 19.44%
Square 11 30.56%
Others 10 27.27%
Total 36 100
Antispasmodics
Ambee 35%
Aventis 35%
BPL 20%
Others 10%
Ambee
Aventis
BPL
Others
From this chart we can really understand that in the therapeutic class of Iron deficiency
Square Pharma hold 30.56% market share and act as a market leader. The share rest of the
companies are SK+F-19.44%, Jasyon-13.89%, Acme-8.33% and other different companies-
27.78%
FINDINGS EIGHTEEN:
Therapeutic class: Antispasmodics.
Total Product: 20.
Two Leading Pharmaceuticals
Serial No. Company Name Percentage
1. Ambee / Aventis 35%.
2. Beximco 20%
Company Percentage
Company Name Products Percentage
Ambee 7 35%
Aventis 7 35%
Beximco 4 20%
Others 2 10%
Total 20 100
Anti-infective
Gaco, 24.24%
Novartis, 18.18%Reman,
12.12%
Glaxo, 9.09%
others, 24.24%
opsosaline, 12.12%
Gaco
Novartis
opsosaline
Reman
Glaxo
others
From this above all bar diagram we can identify that in the therapeutic class of
Antispasmodics Ambee and Aventis leading the way with 35% market share. Beximco holds
20% market in this class and others company’s hold 10% market share in this industry.
FINDINGS NINETEEN:
Therapeutic class: Anti-infective.
Total Product: 33
Four Leading Pharmaceuticals
Serial No. Company Name Percentage
1. Gaco 24.24%
2. Novartis 18.18%
3. Opso saline/Reman 12.12%
4. Glaxosmithkline 9.09%
Company Percentage
Company Name Products Percentage
Gaco 8 24.24%
Reman 4 12.12%
Opsosaline 4 12.12%
Novartis 6 18.18%
Glaxosmithkline 3 9.09%
Others 8 24.24%
Total 33 100
From the bar diagram of earlier pages we can identify that in the therapeutic class of Anti-
infective Gaco leading the industry with market share of 24.24%. The rest of the company’s
market shares are Novartis 18.18%, Opsosaline 12.12%, Reman 12.12%, Glaxosmithkline
9.09% and others small companies hold 24.24% market share.
CAUSES OF GOOD PERFORMANCE OF BPL:
Until now the tried to explain the performance of Beximco pharmaceuticals Ltd in the overall
market and also in different therapeutic classes. But let us try to analyze the reason for which
Beximco Pharmaceuticals is one of leading Brand in country. From my point of view I think
the following variables plays the most important part behind the success of Beximco
Pharmaceuticals Ltd. in Bangladesh and also across the globe. They are-
Distribution Strength.
Quality controls of BPL.
Product Innovation.
Use of modern technology in production.
People
5.20.1 DISTRIBUTION STRENGTH:
Distribution of product is very important no matter how good product is. In case Beximco
pharmaceuticals Ltd. the distribution of BPL product is really good. In fact BPL has a
distribution unit I & I services Ltd which is the distribution wing of chemical divisions. It
maintained a large distribution network and covers over 25000 retail pharmacies every month
all over the country. Along with this a highly sophisticated computerized order processing
system, adequate logistic facilities like vehicles, depots and also professional sales people are
also there in order to keep pace with increasing market demand. So, strong distribution
system of BPL plays a vital role in the success of BPL in Pharmaceutical industry
Bangladesh.
5.20.2 QUALITY CONTROLS:
Quality is the ultimate factor that works in the mind of the customers which create brand
image at the end of day. The Beximco Pharmaceuticals Ltd. is known for its products. The
strength of BPL lies in its quality controls system and up to date manufacturing facilities. It
has established manufacturing facilities conforming to GMP and WHO standards. During all
stages of manufacturing operation from receiving raw material to the release of the finished
product the requirement of GMP are strictly adopted.
5.20.3 PRODUCT INNOVATION:
Product innovation is successive factor behind the success of Beximco Pharmaceuticals Ltd
in the pharmaceutical industry of Bangladesh. BPL knew that in order to survive in this
challenging market product innovation is need to focus on deeply. So, as result research and
development department were established in order to innovat new product, improving
production process, product quality for further strengthen the position of BPL in the industry.
This R & D teams is also continuously monitoring market feedback of various product to find
ways of betterment. In 2005 BPL adds 49 new products lunched across a range of therapeutic
classes with its existing brands including dosage forms and strength.
5.20.4 USE OF MODERN TECHNOLOGY IN PRODUCTION:
Beximco Pharmaceuticals Ltd. is equipped with modern and updated technology in their
production process. In the production process BPL is adopting all modern technology which
strengthing the quality of product in more efficient manner. From my point view think this is
another reason for the success of BPL in Bangladesh and also across the globe.
5.20.5 PEOPLE:
BPL’s most vital resource is its people. Its dedicated team of professionals form various
disciplines are integrated in conducive environment to achieve companies objective. The
people of BPL strongly believe in the company’s philosophy of serving the nation and
contributing to the society. BPL’s over 1,981 young, energetic, professionals ensures the
timely promotion and smooth running of the product to every parts of the country. Thus this
is another factor for the success of BPL.
At the conclusion of this section would like to say that now Beximco is a name of unique
quality, commitment for society, customers and all parties involved with BPL. Co-ordination
of this factor is another reason behind the success of BPL. If BPL could not make the co-
ordination between these variables then the situation might have been different from now.
CHAPTER SIX: RECOMMENDATION AND CONCLUSION
From the earlier section we have seen the situation of Beximco Pharmaceuticals Ltd. overall
market share and in therapeutic class in comparison with other company’s. Besides Beximco
Pharmaceuticals Ltd. is doing really well in the pharmaceuticals industry of Bangladesh in
fact Beximco Pharmaceutical Ltd. is one of the market leader in this industry. They are not
only fulfilling the local demand but also the demand of foreign market. Beximco
Pharmaceutical is exporting their product in 19 countries and earning a lot of foreign
exchange.
From point of view do not find any discrepancy between the survey findings of MRC and all
partisan approach. In fact as Beximco Pharma is implementing the survey findings properly,
they are acting as the market leader in this pharmaceutical industry. MRC department
conduct the survey and prepare the survey report on monthly basis and send that report to
CPM department. CPM department analyze that report and implement the findings if they
think it as necessary.
The current performance shows that Beximco Pharmaceuticals holds 19.26% market share in
the overall market. But prescription also shows that there are some products which have high
demand in the market in other way we can say that this product of BPL is contributing greatly
for high market share. This product are-
Demandable Products of BPL
Serial No. Products Therapeutic Class
1. Napa Paracetamol.
2. Amdocal Angina & ischemic.
3. Tycil Antibacterial.
4. Arixon Antibacterial.
5. Intracef Antibacterial.
6. Neofloxin Antibacterial.
7. Atrizin Antihistamine.
8. Pedeamin Antihistamine.
9. Filmet Atiprotozoal.
10. Neoceptin R Antiulcerant.
11. Bronkolax Bronchodilator.
12. Neosten Skin.
13. Aristovit-M Vitamin
From my prescription share analysis I also found that Beximco Pharmaceuticals performance
in some therapeutic class is not that good in fact in those therapeutic class their market share
is very low. BPL authority should not only depend on the demandable product rather they
should try to focus on such therapeutic class where their market share is very low. Some of
therapeutic class where BPL market share is low are-
Anaesthetics.
Anthelmintics.
Antidepressant.
Anxiolytics.
Diabetics.
Anti-infective.
RECOMMENDATION FOR IMPROVEMENT:
From two months of internship experiences think the following measures could be taken by
Beximco Pharmaceuticals authority for further strengthing their position both in the local
market and also across the globe.
Adaptation of more advance technology in their production process.
Initiative for producing the raw materials themselves that is introduction of raw
material manufacturing unit so that the company does not need to import the raw
material. As a result this will reduce this cost of production.
Improvement of compensation structure for the staffs and employees of BPL.
Uses of Modern updated software’s in all departments for accomplishing the task
especially in MRC department use of SPSS software which I think will make the
work more effective and efficient. It will also save a lot of time and energy.
Maintenance of formal dresses during the office hour.
Evaluation for the good performance of the employees by introducing award and
incentives.
BPL should try to perform some social responsibility like establishment of Hospital,
providing medical facility to any rural areas for particular period of time etc.
At the end would like say that Bangladesh is poor country where we have to depend on
import of foreign product for fulfillment of demand. But pharmaceutical industry is an
exception which doest not depend on foreign product rather we can fulfill our demand by
ourselves. This is a great proud for us. Our pharmaceutical product is full of outstanding
quality which has created demand not only in Bangladesh but also across the globe. That day
is not far when Beximco Pharmaceutical Ltd. will become a global based company.
BIBILOGRAPHY:
1) Annual Report of Beximco Pharmaceutical Limited, 2000.
2) Annual Report of Beximco Pharmaceutical Limited, 2001.
3) Annual Report of Beximco Pharmaceutical Limited, 2002.
4) Annual Report of Beximco Pharmaceutical Limited, 2003.
5) Annual Report of Beximco Pharmaceutical Limited, 2004.
6) Annual Report of Beximco Pharmaceutical Limited, 2005.
7) Booklet of Beximco Pharmaceuticals Ltd.
8) Marketing Research.
---------Naresh K. Malhotra ( Fourth Edition )
9) Quick Index for Medical Product.
---------------Vol-10.
10) Quick Index for Medical Product.
----------------Vol-12.
11) www.beximco-pharma.com
www.beximco.org