The PUMBA Gazette November 2009 Edition

8/14/2019 The PUMBA Gazette November 2009 Edition

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THE EDITORIAL

Address,

Agriculture in India began as early as 9000 BC and employs

60% of the work force and contributes 18% to the GDP. The

agro- biotechnology sector is growing at 30 % thereby

reflecting the strong influence of Biotech in this sector aswell. The stake of Biotechnology in Agriculture will go on

ncreasing with the constant need of improved productivity.

ndian Government is constantly working to achieve the

magic figure of 4% growth in Agriculture sector. Agriculture

n India would remain a mainstay for a large share of the

rural population in the next decade. Promoting more

agricultural growth would help in achieving strong economic

performance for the country. Keeping this in view, this issue

s dedicated to the Agriculture sector.

n order to evaluate the scenario of tissue cultured crops a

project has been undertaken by the students of PUMBA to

analyze the business opportunity for Potato mini tuber

production.

An article on what can be done to consider the aftermath of

ntroduction of Bt-Brinjal in India has also been included.

An interview by Dr.Vikas Khaire has also been incorporated

which throws light on the various aspects pertaining to GM

crops and biopesticides and other parameters of

agriculture.

One of the 12 part series of the CSR activities undertaken

by various companies has also been included.

n the BT news section the increasing number of ventures in

his field is considered and the impact it would have on the

sector.

A section upon the recent happenings in PUMBA has been

also included.

Your feedback and Suggestions are welcome at

[email protected]

Reading gives us someplace to go when we have to stay

where we are.- Mason Cooley

Sincerely Yours,

Chief Editor: Queeny Bubna, MBA-BT (Sem IV)

The PUMBA Gazette Team)

The detailed project report shall be provided on

enquiry. Kindly send in your enquiries at

[email protected])

CONTENTS

Cover Story 3

--Mini Potatoes

Articles/Analysis 4

--The Purple Revolution

Back to Society 5

--CSR initiative by PRANAV Group

BT News 6

--Ensure Insurance

Candid Talk 7

--An Interview with Dr.Vikas Khaire

PUMBA News 8

--Guest lecture by Mayuri Bhan


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Mini Potatoes

Agriculture is the major driving force that contributes tondian economy. It is the way of life for more than sixty percent of Indias population. Cultivation of land not onlysustains the livelihood of farmers but also provides a socialmilieu for their day-to-day living. No wonder the hopes,despairs, joys and sorrows of rural communities are wovenaround what the land provides.

Potato is ranked as a highly valuable crop and is consumedas staple food in many parts of the world. Tissueculture (invitro) technology has enormous advantages in potato seedproduction. One of the major advantages is the eradicationof different kinds of viruses that cause the drastic reductionof yield in terms of quality and quantity of the crop. There ishuge demand for tissue cultured potato today as it gives ahigher yield and a better quality product.

Keeping this in mind, a survey was conducted to estimatehe expected demand in the market for the product and todetect the business opportunity in this field. The first partwas done by conducting field work in potato belts ofGujarat, Maharashtra and West Bengal. Data was obtainedby personally interviewing the farmers.A sample size of 85armers was identified using stratified random sampling andsnowball sampling methods. Then an estimate regardinghe demand of the product and its feasibility was evaluated.

The second part focussed on analysis of both domestic andnternational competitors in the market. StructuredQuestionnaires were mailed to companies enquiring aboutheir product, production capacity, advantages anddisadvantages of the business. An approximate cost benefitratio sheet was prepared in order to quantify the data

obtained by means of survey (Table 1).

Data collected revealed a positive response in terms ofquality and yield after usage of tissue culture by the Gujaratarmers i.e. use of tissue cultured crops is definitelyexpected to increase profits for farmers and thus wouldmean profits for company.

Farmers surveyed in Maharashtra and West Bengal areunaware of tissue cultured potato, thus signifying anuntapped market. In spite of big players in the market,here is still a huge gap between demand and supply. Theactual demand for mini tubers is about 10

11tons, however

he actual supply calculated is about 10

7

. This presents anopportunity for new players to venture in this field. As thereare not many companies in this business it is the right timeo tap this growing market.

The tubers produced in the lab and/or in the greenhouseand consequently, in the open field would become a sourceof prosperity amongst the potato growers. This wouldprovide a chance to export good quality seed potatoes indifferent parts of the world by improving productivity andquality standards of the seed tubers. Moreover it wouldprotect the integrity of potato industry by ensuring only highquality potato seed to the growers.

Thus there is an immense scope and room for business inhis case. Such a business would be worthwhile as it wouldserve a social cause by solving the food problems of thenation. Nationwide implication of this method would alsoboost the economy as there would be room for export. Thisendeavour would definitely benefit in the long run as it

would increase profits after the initial period whereininvestment may be required. However the payback period isnot expected to be very long and the project would likelyfetch a good return on investment. The approximatepayback period calculated ranges between 4-6 years.

The cost of logistics is 10-15% of the total cost for thecompanies surveyed. Also the share of R&D varies from 10-20% of the total cost.

Table 1: APPROXIMATE COST PER ACRE (IN RUPEES)

(Seeds sown:1000kg)

ADVANTAGES: Increase the production by 10 -15% Virus free seeds Seeds with good luster and uniform size (Fetches

good price in market)

Cost benefit Ratio: In spite of high seed costfetches good returns in the long run.

LIMITATIONS IN POTATO MINI TUBER PRODUCTION:

Presently very few farmers are using tissue culturedpotato in their field mainly due to 3 reasons;1)High price 2) Low availability 3) Unawareness

Fluctuating prices in the market. Government regulations.

Compiled by: Queeny Bubna & Vandita Javali (MBA-BT,Sem IV)

Contents Tissue culturedpotato

Traditionalpotato

Seed tubers 16000-20000 10000-12000

Land

preparation

500 500

FertilizersN:P:K

2800 2800

Irrigation 800 800

Labour 7000 7000

Chemicals 2500 2500

Gunny bags 900 900

Organicmanure

1000 1000

Cost ofCultivation

31500-35500 25500-27500

Yield 12-15 ton 8-10 ton

Market priceRs/kg

5-10 5-10

Value ofoutput

60000-150000 40000-100000

Gross profit 28500-114500 14500-72500

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The Purple Revolution

Primarily an agrarian economy India has seen a lot ofchanges in this field since precedent times due to variousdevelopments. The Green Revolution a major amongthem, triggered a channel of alterations in this principalsector of the Indian financial system. The most effectiveand massive changes were brought about while workingon lines of Green Revolution: Using Seeds with ImprovedGenetics. One such successful change was broughtabout with the introduction of first genetically modified cropi.e. Bt Cotton.

Technological changes in agriculture have alwayscontributed significantly to yield improvement and betterquality with lesser inputs. However instinctively humanmind is resistant to change and thereby such technologicalmodifications always lead to opposition especially when itrevolves around the basic human need of Food.

A series of thoughts have started to reap up with anothersuch initiative of commercialization of genetically modified

ood crop, BT Brinjal. It is a genetically modified cropdeveloped using Bt technology and transformation processsimilar to the one applied in Bt cotton. This geneticallymodified crop carries an additional gene that provides in-built insect protection against fruit and shoot borerFSB).Its a matter of national pride as an Indian companyn collaboration with the public sector institutions hasdeveloped and taken its first biotech food crop-Bt brinjalclose to commercialization.

A major hue and cry was observed with the GEACs (IndiasGenetic Engineering Approval Committee) approvedcommercialization of Bt brinjal on 15

thOct 2009. The

decision was largely condemned by environmentalists,various NGOs and farmers organizations on variousgrounds of safety and risks involved with commercializationof this GM food crop. However the risk assessment in Indiadoes not compare the GM alternative with that of otheralternatives like organic. Also the socio-economic riskassessment does not ask fundamental questions related tohe interests of the poorest and most marginalized farmers.

The introduction of Bt-brinjal will definitely bring somebenefits to farmers like considerable reduction in cost ofproduction by saving on cost of insecticides and manifoldncrease in yield per unit area by saving fruits from damagecaused by FSB. Significant improvement in marketableruits thereby increasing income per unit area may also beobserved. Also reduction in direct exposure to insecticideswould lead to lesser health problems.

Farmers would gain a lot but the benefit to consumers andsociety cannot be ruled out as consumers will have achoice to buy non infested, undamaged and good qualitybrinjal fruits. Bt-brinjal will offer consumers fruits withalmost no or significant reduced level of pesticide residues,well within the prescribed MRL. With maximum technologyadoption a 15% decrease in market price of brinjal is

predicted by Krishna & Qaim (2007) thereby making moreaffordable brinjal fruits in the market.

The above stated benefits seem to be lucrative but onemust not overlook the other side of the coin. One of theconcerns raised isthat the biodiversity of brinjals those arenative to India, will be threatened by introducing themodified one as cross-pollination can lead to the nativevariety being contaminated. Another reason of farmercommunity going against this is because if the seed isreleased, it will result in a monopoly and exploitation ofpoor farmers by multinational companies. Another school of

thoughts of environmentalist are of the view that "Naturehas evolved itself in a well balanced way and if we play withthe genetics of nature, there are bound to be side effectsOne of the major side effects being that the pests canbecome resistant to the toxin itself or develop into moreresistant and harmful strains. It may also happen that thepests might move on to another crop owing to its inability toconsume this particular one.

One question which is still unanswered: Is there a problemwith the present variety of brinjals we have? According tosignificant sources; "We are not facing any shortage ofbrinjals and there is enough for everybody. So what is thereason behind the government and the approval committeeintroducing it? Will the growing usage of GM crops bringwith it disturbance in food chain and hence leading toadverse effect on Mother Nature? The issue of GMO is stilla very sensitive issue worldwide and more so in India, as itis still in its development stage and a production economy.

To sum up it can be said that the growing population andthe food needs can be met by use of GM crops only butusing these may interrupt the ecological balance. Hence acautious approach to the acceptance of these should beadopted wherein a balance needs to be maintainedbetween the society and the nature. Society and naturecoexist and so interest of both these should be consideredand would be an ethical means of dealing with the issue. Aproper study with respect to human trials is a must beforelaunching GM crops to prevent its catastrophic effects. Thisimplies that technology should be exploited for the benefit ofhuman race but not at the cost of nature.

As aptly said by our Honorable Prime minister of India Dr.Manmohan Singh that We need to strike a balancebetween using the potential of Biotechnology to meet therequirement of hungry people while addressing concernsabout interfering with nature.

Compiled by: Kiran Dond & Ankita Barve(MBA- BT, Sem IV)

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Back to Society: CSR Initiative by

PRANAV Group of Industries

Pranav Group of Industries was established in the year 1955

and today they are one of the largest players in the agro

sector. It started off with the production of edible oil and today

he Pranav Group has diversified into solvent extraction,

efineries, oil processing, animal feed, food machinery,

Biotechnology, agri inputs etc.

Pranav Group started Suraj Foundation to run its CSR

activities. The Nav Krishna Valley School was founded in the

year 1993 providing education to all the communities in the

MIDC industrial area in Sangli, Maharashtra state. This

educational institute is based on Indian Rishi Sanskriti.

The school imparts knowledge in every field and strives to

nculcate high ethical values in children for their overall

development to be better citizens of India.

The objective of the school is to provide Education to childrenand dependents of employees in MIDC and surroundingareas. All round growth in all spheres is the motto of theschool.nfrastructure provided in these schools is of top quality andmatches the best in this field. Spacious Buildings, SpaciousClassrooms, Excellent Science Laboratories, Separate BookLibrary with Time/Life Series Books, Special ComputerCenter, International Standard 400 Meters Athletic track, TrayMix Cement Basketball with Floodlights For Night Play,Separate Music Hall, Access to Swimming Pool, Wooden andHowa Badminton Courts, Judo Hall, 8 and 16 station MultiGyms, Football, Cricket, Handball, Volleyball, Horse Ridingare some of the highlights of this school.

The English Medium School has consistently given 100%esult at SSC examinations for 3 consecutive years.

The Suraj Foundation is also engaged in promotion of sportsin Sangli district. The Sports Academy organizes variouscompetitions and conducts tournaments in games like chess,basketball, handball and football at district, State andNational levels. The Academy is credited in inculcating astrong sense of physical well being for the school children atan early age and developed players of State and National

levels. In sports Sunita Patil, a school student, won BronzeMedal at International meet in Shasha, Russia in Judo.

Suraj Foundation also provides Hostel facilities and has aprovision to accommodate 100 boys and girls each. Itprovides nutritious vegetarian food and modern amenities forcomfortable stay.

In the wake of its business growth, Pranav Group has alsofulfilled its social obligation by starting Medical Foundationand Home for Senior citizens.

_________________________________________________

Special Thanks to: Mr. Umesh Bomble, Pranav Group ofCompanies.

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Ensure Insurance

Sticking to his policy of CHANGE, US President Barack Obamainally introduced his new Healthcare bill, passed by the US House of

Representatives and awaiting nod from the Senate, to include all theAmericans in the health Insurance coverage and to improvehealthcare infrastructure all over the country. This plan has come as aesult of/in view of the continuously and speedily increasing healthcare

costs in the recent years. Obama promised Healthcare improvementas one of the prime agenda during US Presidential election butmmediately after entering white house, he was surrounded by darkclouds of economic downturn and war. So now In order to get his

policies back on track and to make healthcare affordable for themasses, he has introduced this bill.

In the US, from 2000 to 2009, Employer-sponsored health insurancepremiums have doubled at a rate 3 times faster than cumulative wagencrease making it highly difficult to pay healthcare insurancepremiums for Americans.. In 2007 alone the United States spentapproximately $2.2 trillion on health care which was16.2% of the GDP,or $7,421 per person nearly twice the average of other developednations. By the introduction of this new bill, the above statedexpenditure is said to be reduced to approximately $650 per person or$2,000 per household in the long run.

n order to stick to his principle goals of controlling the spirallinghealthcare costs, guarantee choice of doctors for individuals and toassure high quality and affordable healthcare facility to all Americans

ncluding the 45 million people who lack health insurance he hasoutlined eight principles for health reform:

I. To reduce long term increase of healthcare costs forbusinesses and government.

II. Protect families from bankruptcy or debt because of healthcare costs.

II. Guarantee choice of doctors and health plans.

V. Invest in prevention and wellness.

V. Improve patient safety and quality of care.

VI. Assure affordable, quality health coverage for all Americans.

II. Maintain coverage when you change or lose your job.

II. End barriers to coverage for people with pre-existing medicalconditions.

The bill requires insurance companies to cover pre-existing conditionsso that all Americans regardless of their health status or history canget comprehensive benefits at fair and stable premiums. It will alsocreate a new Small Business Health Tax Credit to help smallbusinesses provide affordable health insurance to their employees.The plan will ensure that everyone who needs will receive a tax creditor their premiums. It is actually a 3 part plan for health reforms.

First part concentrates on giving all Americans access to affordable,comprehensive, portable health coverage. In this part, anew PublicNational Health Plan will give coverage, similar to the coverageavailable to federal employees, to all Americans regardless of theirhealth & financial status, for an affordable premium. Company paysand deductibles will be kept to a minimum, and subsidies may be

available for low-income individuals. Also a new National Healthnsurance Exchange will be introduced to help Americans find privatensurance plans and will regulate insurance plans to ensure that theymeet the same standards as the Public National Health Plan. A newbusiness mandate will require businesses to contribute toward thecost of the Public National Health Plan and will also increase supportor existing safety net programs such as Medicaid and SCHIP.

The second part will implement reforms to help lower costs andmprove health care quality byproviding federal funding assistanceo businesses providing coverage to high-risk employees and

dependents with catastrophic health care costs. This includesproviding financial incentives for quality improvements and supportingesearch into the comparative effectiveness of medical technologies

and therapies. This part will reform medical malpractices and the

nsurance and drug markets by limiting insurance company profits andnegotiating for lower drug price. Simultaneously it will address racialand ethnic disparities in health care.

The third part focuses more on promoting Health and Wellness byintroducing worksite wellness programs and providing education forhealthcare professionals. Obama will also advocate schools to givetheir efforts to address childhood obesity. Obama would require allemployers to contribute to the cost of health coverage for theirworkers. According to the plan, for employers there will be pay orplay provision that would require an employer to either provide healthinsurance or contribute toward the cost of a public plan.

Citing U.S. Census Bureau figures, 15 percent of Americans had nohealth insurance in 2007, a total of 45.7 million people. More than 40million people would be expected initially to sign up for the newprogram. Thus within two years, only about 4 million Americans wouldremain uninsured under the new proposal.

According to The Commonwealth Fund, a leading private health policyresearch group of US, by implementing this proposal Health spendingwould continue to increase, but the rate of increase would be slowerthan current projections over the next decade. The plan would reduceannual growth from a projected 6.7 percent to 5.5 percent and save acumulative total of about $3 trillion by 2020. Obama claims that hishealthcare reform plan will save the typical family up to $2,500 everyyear by health IT investment, improving prevention and managementof chronic conditions, increasing insurance industry competition andproviding reinsurance for catastrophic coverage.

Obama would also mandate guaranteed insurability, a generousminimum comprehensive benefits package such as that requiredfor federal workers, the ability to take their policy from one job toanother (portability) when it is purchased through the new Medicare-like public plan or the "National Health Insurance Exchange," andhe would require providers to participate in a new plan to collect andreport data about standards of care, the use of health informationtechnology, and administration. Obama would provide premiumsubsidies to individuals and families who are not eligible for employer-based care or a government program, but the amount of subsidies isstill not specified.

At first sight this plan appears to be beneficial for the payer but someclichs are also involved for example likeliness to fuel the competitionin the healthcare industry. Already existing malpractices in the hospitalindustry will be rocketed so as to attract more & more patients & toretain the existing ones. Also, the premiums paid to the insurer willnow be replaced by the taxes paid to the government, as proposed, isalmost 5% increase in the taxes. So for Americans it is a healthcare

cost shifting process and not cost reduction. Can this be possible forthe debt laden America which is still to completely come out ofrecession is the question of the moment.

Indian companies are likely to be the natural beneficiaries from this billas most of them are exporters of generic drugs and intermediates tothe US, the worlds largest drug market. While the impact is long termin the form of increase in procurement of generic drugs by the US, it isnevertheless a positive sign. Another major aspect of the bill, which islikely to be important for Indian pharma companies, is the provision inthe bill on bio-similars. The bill has provided for a data exclusivityprotection period of 12 years for biologics innovator companies, whichis much longer than the period of five years, provided by the USgovernment in case of chemical drugs. This provision might be seenas an opportunity for the Indian pharmaceutical companies and CROsto shift their focus to the emerging biosimilar market. Since, most

biologic drugs were developed between 2000 and 2004 in the US soIndian companies, which are developing bio-similars for thesebiologics, will just be ready with their products by 2016 the timewhen the 12-year protection period ends for the biologics in the US.However, Indian biotech companies will have to go slow on futureproduct development in bio-similars.

This bill will also have a considerable impact on the Indian Medicaltourism industry which saw a continuous increase in medical touristsfrom 150,000 in 2002 to 450,000 in 2007.

The greatest impetus for the growth of medical tourism in India is thedifference in the cost and the increasing world-class medical facilitiesavailable which provides various healthcare services at almost 20% ofthe U.S. cost. For example, a simple rhinoplasty costs Rs 2.64 Lakh inUS, but will only cost around Rs 50,000 in India. But then this cost will

be paid by the government or insurance companies, partially affectingthe number of people coming to India for the treatment

Compiled by: Ashish Mishra & Shalini Singh (MBA- BT, Sem IV)

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IPM is the biggest thing happening

Dr. Vikas Khaire has got 26 years of

experience in Agriculture research field.

Sir has over 75 scholarly articles and

150 newspaper articles to his credit. He

is associated as Professor and

Entomologist Department of Agri.

Entomology, College of Agriculture,Pune. He has also received 9 prizes for paper presentation at

various levels.

The PUMBA GAZETTE interview team got an opportunity to

nteract with Sir.

Q1. Can you give us a brief idea about integrated pest

management system (IPM) and Bio-pesticides?

An organism causing loss to human property is termed as a pest

ike weeds, insects, microbes etc. IPM is a combination of all the

measures used to keep this level of pest below economic

hreshold. However, only ecologically friendly methods are used.

However, due to lack of quick results and sub standard materials

ecologically friendly pesticides are not very popular with farmers.Currently about 10% farmers in India have implemented this

echnology.

Q2. In your opinion what are the trends and changes expected in

he use of Bio-pesticides and insecticides?

PM is the biggest thing happening. The Integrated Pest

Management (IPM) depends on demonstration and awareness

created. The farmers believe in visible results i.e. Seeing is

believing rather than statistical knowledge. Until and unless the

monetary benefit is not shown to the farmer and demonstrated by

samples they wont follow the system. Actual use and word of

mouth works in creating the awareness.

Q3. In spite of Bio-pesticides being available, why do farmers still

prefer Chemical pesticides?

Bio-pesticide is a good and ecologically friendly tool for controlling

pests; however, availability is an issue as compared to chemical

pesticides. Second factor is cost with the chemical being cheaper

han Bio-pesticides. Certain companies also provide sub-standard

Bio-pesticides or the usage method and quantity is not specified.

This leads to inferior results making the farmer lose faith in Bio-

pesticides. Also the chemical pesticides are quick acting as

compared to their Bio counter partners.

Q4. What are the short comings of the value chain of horticulturen India and how can they be overcome?

First of all, the correct type of pest and its correct counteractive

measure must be identified. Second problem is the extensive

wastage occurring during the harvesting due to lack of procedure

knowledge. For example, in case of cauliflower it is advised to

harvest during morning, however, farmers harvest in the sun

eading to loss of crops. The third problem is the lack of

processing of horticulture crops. In India only 2% of fruits are

processed as compared to 60% in developed countries. The major

problem is of non-availability of Cold Storage facilities at the

village level. Such storages are provided at district level but till the

ime the farmers get merchandise to this storage they get spoiled.The Government can make a cluster of 10-15 closely situated

villages and provide them with Storage and Packaging facilities.

Along with provision of facility, educating the farmer about the

same is important.

Q4. What is the effect of the new established food processing

industry on the farmers associated with horticulture?

Because of confirmed purchase by the processing industry the

farmers have an assured source of income leading to

improvement in the agriculture practices due to increase in prices.

For example, Pomegranates which used to previously cost

Rs.20/Kg. have now a high demand in the European market

leading to a price of Rs.50/Kg.

Q5. Talking of increase in prices we are currently facing exorbitant

rise in Agriculture products, however, neither the producer nor theGovernment is the beneficiary. What can be the possible reason

for the scenario and what remedies can be implemented?

The major obvious problem is the middleman. An effective

example is that for the movement of material from the farm has the

brokerage charge of 12%. There must be a direct link between the

consumer and the producer i.e. the farmer. Eliminating the

middleman is beneficial to both. This has been implemented in

small experimental zones. Farmers form a direct link with some

section of the society and provide them with direct food material.

This increases the cost obtained for the farmer and reduces

consumer prices.

Q6. What are the recent changes observed in the horticulture

sector and how does the future as whole forecast itself?

The farmers are looking for new ventures and schemes to

increase their profit. Direct contract with food processing industry

is one way of eliminating the middleman and avoiding wastage.

For example, farmers in Bhavananagar, Gujarat are producing

onions and supplying them directly to the industry which

processes them to form powdered onions which is exported.

Staggered agriculture that means continuous growing of different

vegetables in succession throughout the year is a new idea.

Businessmen in Mumbai have formed staggered agriculture

contract with farmers in Gujarat which ensure them profit

throughout the year and the businessmen with cheap foodproducts.

Q7. Talking on the recent changes several site such as ITC e-

Choupal, Godrej Agrovet etc. have come up, what do you see their

future impact as?

These organizations certainly provide valuable inputs to the farmer

but the accessibility, the knowledge and the reliability of such

schemes is limited. The technologies to improve farmer-consumer

contact are available with the State Agriculture Department and

the Universities. There is however a deficit in application of this

technology. If this technology can be implemented it would prove

to be better accessible and connectable than Corporate support.The awareness and implementation of these technologies is

certainly going to take time. The major hurdle is the lack of proper

education and educational facilities. Another major problem is of

Quantity and the Quality produced and sold.

Q8.The current hot topic is the adverse effect of climate change on

the Agricultural products. What remedies do you suggest to thwart

that?

We need to modify the agricultural calendar according to the

recent climate changes. With the monsoon arriving late and the

winter following suit the Cropping pattern must be modified

accordingly. The rains do not start till July as compared to the

previous June month. Hence the sowing of Kharif crops must bedelayed to match it.

Compiled by:The PUMBA Gazette Interview Team7


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PUMBA News

n undeterredfact is that

books are a mansbest friend.However, at timeswhat is needed is

not the knowledgecomponent of thebook in question butthe message itwants to convey.There is a need foran effective oratorwho not justexplains whatliterature propoundsbut adds anunmistakable flavorof personal

experiences with it. Experienced yet fresh is a rarecombination and worth applause. The students of PUMBA,had an opportunity to interact with one such personality on12

-Nov-2009 when our alumna, Mrs. Mayuri Bhan (Batch

2007) came down to campus to share her experiences.

Mrs. Mayuri Bhan, presently the group product managerwith Abbott India Ltd. graced the dais to demystify anddeglamourize the world of Brand Management in thePharmaceutical Sector, which came as a surprise, sincemajority of the marketing students were eyeing on brandmanagement as a lucrative profile in the future course ofheir careers. However as the lecture continued, the basics

of brand management starting right from what is a brand tohe gimmicks used to promote the brand got registeredwithin our minds. This was facilitated by the generous useof easy examples that aptly highlighted the point indiscussion.

The lecture began from the basics which meant not only thesenior students but the juniors too could actively participaten the discussions. One thing she made clear at thebeginning of the session was that medical representativesare not sales personnel but are more of the nature ofadvertising professionals who dont directly affect a saleransaction. They at best influence the middlemen who in

urn generate sales.

Quoting her, The primary job of a brand manager is to buildan atmosphere to enthuse and empower the salesrepresentative so that he can perform his duties at his best.Especially in the case of super-specialty drugs therepresentative has to be a discussant at par with theknowledgeable doctor who becomes very difficult tocomprehend and convince otherwise.

Later, the functions of a brand manager which includedgauging the market pulse about the product as well as itscustomer perception while struggling to deliver value as a

brand and not as a product were enumerated.

She stressed on how crucial the work done by salesrepresentatives is for the organization to meet its targets aswell as achieve newer goals. Its a sad scenario that often asales representative is not given due respect. However it ishigh time that this perception changed because itsimperative for a brand manager to know what situations therepresentative faces on field so as to come up with

innovative yet practical ways of positioning his brand in theface of fierce competition. What better ways to learn than tohave done that work oneself ?

She took out time to separate the ambiguity from terms likebranding strategy and delivery of value, among others.She touched on the importance of an excellent and not verycopy-heavy visual aid that could work wonders for aproduct while it had its share of 30 seconds of fame. If therepresentative succeeds in breaking the pen-habit of hispotential customer, half the battle is won.

She efficiently differentiated the threads between MNCs

and Indian companies. She stressed on how the Indianpharmaceutical sector awaits a sea change in itsfunctioning with the product patent law threatening totouch Indian shores anytime.

It becomes essential to validate a potential customer in thefield of pharmaceutical marketing as to adhere to the need-feature-benefit model of branding. A product issuccessful as a brand when it reserves for itself a top-of-mind recall slot in the minds of the customers.

While quoting the bible for most marketing professionalKOTLER, she took through product extension (eg: Paras

Pharmaceuticals), product collaterals, niche marketsoperation (eg: McDonalds), the entire media planningprotocol that lies at the crux of efficient brand managementof every organization among heaps of other things. Butwhile she never left an aspect untouched she took care thatthe students came up with what they knew at the same timebusting every myth in their mind about brand management.

Overall the session was an enlightening one wherein all

marketing jargon found meaning and hence basic concepts

were cleared. It was therefore an out and out interactive

session. The difference in this session and the others was

that it comprised of our own fellow PUMBAite which instilledin us a sense of pride and confidence.

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The PUMBA Gazette November 2009 Edition

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Transcript of The PUMBA Gazette November 2009 Edition