BEXIMCO

Introduction
Unlike many other products and services medicine or drugs 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 their activities.
Market Research has a significant role to play in order to design and implement
successful marketing program for the company. Marketing Research is being used
by all kind of organizations and for a wide range of purposes. In today’s market,
information is a major competitive edge for any company. For manufacturing
company it is essential to know the customer needs and satisfaction level, market
position, competitors’ position and how the company implements their marketing
strategies. So, Marketing Research Department can play a vital role to answer all
of these questions through collected by relevant, accurate, reliable, valid and
current information. Market Research Dept. can help the top management by
providing that information for effective decision-making as well to facilitate the
designing and implementation of important marketing strategies (like- promotion,
advertising, positioning ) and solving the problem successfully to compete in the
marketplace successfully.
BEXIMCO pharmaceuticals Ltd is one of the leading health care companies in
Bangladesh and has been making every effort to ensure the effectiveness and
safety of the medicines that it produces. Physicians and patients of the company
reply on the efficacy of the medicines of BEXIMCO Pharmaceuticals LTD. 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 BPL continues
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to grow, it should not only benefit itself but it should also positively contribute to
the nation and society where it operates.
BPL believes that they manufacture and sell medicine to provide health, happiness
and smile back in life of our fellow citizens. In their own words-“We intend to
help realize the ultimate aspiration of the nation for a lifetime of good health
ensuring a healthier tomorrow for the people”
Market Research Dept. of BPL conducts the survey activities for collecting the
important information which is used for enhancing the overall profitability and
market share of BEXIMCO Pharmaceuticals Ltd (BPL). This report has been
prepared to find out how effective the current market research activities are and in
what ways can it be much more productive to BPL.
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1.1 Origin of the Report:
Today, practical experience is as much essential as academic education that
enables someone to become a successful business executive. We live in world
where every business student must gain some first hand knowledge of real life
business in order to learn the art of blending his or her theoretical knowledge with
the real life scenario.
Internship report is one of the most important and mandatory activities for each of
the MBA students. I have selected to work as an intern in one of the leading
company in the pharmaceuticals field that is “BEXIMCO Pharmaceuticals Ltd
(BPL)” a concern of BEXIMCO Group. BEXIMCO Pharmaceutical Ltd is the
manufacturer and marketer of pharmaceutical products under chemical divisions
of the BEXIMCO Group. BEXIMCO Pharmaceuticals is one of the leading
pharmaceutical companies in Bangladesh. It also is one of the biggest exporters of
pharmaceutical product by a Bangladeshi based company. BPL is the first
Bangladeshi company to supply pharmaceutical product to Riffles Hospital which
the most prestigious hospital of Singapore. This underlines BPL’s undisputed
status in its industry.
This report has been prepared under the kind supervision of Dr. Razia Begum,
Professor, Department of Marketing, and University of Dhaka. During the
internship period at BEXIMCO Pharmaceuticals Ltd I worked under Mr. Md.
Faizul Haque, Manager, Marketing Research and Statistical Cell (MRC)
Department. BEXIMCO Pharmaceuticals Ltd, asked me to prepare a report on the
effectiveness of market research of the BPL and to suggest ways to make it even
more meaningful. Dr. Razia Begum, Professor, Department of Marketing,
University of Dhaka accepted the proposal to supervise the report as guide on
behalf of the Department of Marketing, University of Dhaka.
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1.2 Title of the Report
The title of the internship report is – “Effectiveness of Market Research
of a Pharmaceutical Company – An experience of BEXIMCO
Pharmaceutical Limited”
1.3 Objective of the Report:

BROAD OBJECTIVE
 To fulfill the requirement of MBA degree as necessitated by the

Department of Marketing, University of Dhaka.
 To broaden my knowledge and understanding of marketing by adding
practical experience in a real business set up to my acquired knowledge in
the classroom.
 Analyze the Effectiveness of the market research activities of BEXIMCO
Pharmaceuticals Ltd in comparison to the other leading pharmaceutical
companies.
SPECIFIC OBJECTIVES
 To find out the market research procedure as followed by BEXIMCO.

 Get a clear picture of how the surveyors’ carry out their activities in the
field.
 To find out in what ways the market research department serves the
company in decision making.
 To Figure out the strengths and the weaknesses of the market research
department at BEXIMCO.
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 To find out the aspects in which the market research activities of
BEXIMCO differ from those undertaken by the competing pharmaceutical
companies in the industry.
 To suggest recommendations for the improvement of the level of efficiency
of the market research activities of BEXIMCO
1.4 Research Methodology:
For the purpose of this study a comparative analysis of the market research
activities of the various pharmaceutical companies has been done. Moreover the
details about the market research department of BEXIMCO Pharmaceutical
Company has been collected and analyzed. Therefore descriptive research design
was undertaken to fulfill the main purpose of the study.
SEARCH FOR SECONDARY DATA

 Study reports on Bangladesh pharmaceuticals market
 Market research done by BPL
 Information published by Information Medical Statistics (IMS)
 Reference books on the pharmaceuticals marketing
QUESTIONNAIRE SURVEY
The questionnaire method was used for the purpose of the report. Market
research officers were provided with the questionnaires to find out their responses
to the BPL strategy. To make the report en even more comprehensive one, market
research employees from other leading pharmaceutical companies were also
questioned on order to draw a comparative picture.
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MAKING INTERACTION:
I have discussed with my supervisor for the formulation of report
1.5 Data Collection:

PRIMARY SOURCE
I have collected primary data through a questionnaire. The questionnaire
was given to the field level workers of various leading pharmaceutical companies
as well as to the personnel working at the market research department. I have also
collected information through conversation with Mr. Ghulam Makhdum Hussain,
Senior. officer of the MRC Dept. and some other market research Officers of
BPL.
SECONDARY SOURCE
The secondary source of information were the internet, different textbooks,
annual reports of BPL and some written information provided by the MRC
Department of BPL.
1.6 Limitations of the Study:
Like any other study this study has also got some limitations:
 Every study like this requires considerable time to become a comprehensive
one. Due to lack of more time a larger amount of data could not be
collected.
 As there is no organized collection of studies done in this field, the
literature review part cannot be said to a comprehensive one.
 No one actually expresses their inefficiencies or the inefficiencies of their
company in general. So there is a possibility that the research personnel
interviewed may have hidden some important aspects.
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 As I am a business student, it sometimes became difficult for me to identify
the name of the product referred to by the doctors in the prescription for the
lack of training and skills.
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Theoretical Concepts
MARKETING RESEARCH
The systematic design, collection, analysis, and reporting of data relevant to
a specific marketing situation facing an organization. (Principals of marketing,
Philip Kotler, Page: 138)
MARKET SHARE
Market share is the proportion of total sales received by a company and its
competitors. (Marketing Research, Naresh K. Malhotra, Page :88)
MARKET GROWTH RATE

Market growth rate provides a measure of market attractiveness. . (Principal
of marketing, Philip Kotler, Page: 54)
SWOT ANALYSIS
A situation analysis is a technique for matching organizational strength and
weakness with environmental opportunities and threats to determine the
organizations right which is known as SWOT analysis (strength, weakness,
opportunity, threat). Every organization should be able to identify the purpose for
which it is best suited. Strategies are faced not with snapshot of the environment
and the organization but with a movie of rapidly changing event. Strategic
planners whether top managers, key operating manager or staff planning specialist,
have many way to scan environment for opportunities, threats, strength and
weakness.
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RECRUITMENT
Recruitment is discovering of potential applicants for actual or anticipated
job vacancies. ( Human Resource Management, Stephen P. Robbins, Page : 622).
OBSERVATIONAL METHOD
It is the process of recording of behavioral pattern of people, objective, and
event in a systematic manner to obtain information about the phenomenon of
interest. (Marketing Research, Naresh K. Malhotra, Page : 196 )
TARGET MARKET
A set of buyers sharing common needs or characteristics that the company
decides to serve. (Principal of marketing, Philip Kotler, Page: Glossary-10)
COMPETITOR ANALYSIS
It is the process of identify key competitors, assessing their objective,
strategies, strength, weakness, reaction pattern, and selecting which competitors to
attack or avoid. (Principal of marketing, Philip Kotler, Page: Glossary-2)
POINT OF DIFFERENCE
Point of difference is advantages over the competitors gained by offering
consumers gather value, either through lower price or by providing more benefits
that justify higher price. (Principal of marketing, Philip Kotler, Page: 270)
MARKETING STRATEGY
It is a marketing logic whereby the business unit hopes to achieve its
marketing objective. (Principal of marketing, Philip Kotler, Page: Glossary-6)
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MARKET CHALLENGER
A runner-up firm in an industry that is fighting hard to increase its market
share. . (Principal of marketing, Philip Kotler, Page: Glossary-5)
MARKET LEADER
The firm in an industry with a largest market share, it usually leads other
firm in price changes, new product introduction, distribution coverage, and
promotion spending. . (Principal of marketing, Philip Kotler, Page: Glossary
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Organizational Overview of BEXIMCO Group
3.1 CORPORATE SCENARIO
BEXIMCO is the largest business conglomerate of the private sector in

Bangladesh. Apart from the national government BEXIMCO employs highest
number of people in the country which numbers over twenty five thousand. Over
the years since starting its journey it had gained a position through an effective
management, efficient fund generation, and timely diversification. Today it is an
established business concern in the country’s business arena.
BEXIMCO practices an appropriate combination to delegate authority and

responsibility that works to motivate employees and yield better performance for
the company as a whole. Recruiting the efficient and potential people, planning to
develop human resources, exploring business opportunities, and information
management have strengthened the effectiveness and image of the group.
3.2 Mission of The 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.”
3.3 Concerns of the BEXIMCO Group

BEXIMCO is a group of 34 companies and most of these are being
operated through eight divisions. These divisions are created with the inclusion of
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the companies that are strategically related. The divisions namely are as follows:
BEXIMCO Group
Textile Division Chemical Division

(Contains 6 Companies) (Contains 4 Companies)
Jute Division Real State & Construction

Marine Foods Division IT Division

Training Division Media Division

(Contains 1 Companies) Newspaper & Magazine
Ceramic Trading and Others
Figure 01: Corporate Structure
The side branches are the divisions. The segments at the bottom of the tree are not
considered, as division rather exists at their names.
The number of companies in each division is different. The companies of

BEXIMCO group in relation to division have been elaborated as follows:
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LIST OF MAJOR COMPANIES INCLUDED IN BEXIMCO GROUP
Division Company
Textile Division Padma Textile Mills Ltd.
BEXIMCO Synthetics Ltd.
BEXIMCO Apparels Ltd.
BEXIMCO Knitting Ltd.
BEXIMCO Textiles Ltd.
BEXIMCO Denims Ltd.
BEXIMCO Fashions Ltd.
BEXIMCO Fabrics Ltd.
Chemical Division BEXIMCO Pharmaceuticals Ltd.
BEXIMCO Infusions Ltd.
Pharmatek chemicals Ltd.
I&I Services Ltd.
Real state & Construction Division BEXIMCO Engineering Ltd.
Shinepukur Holdings Ltd.
Trading Division Bangladesh Export Import Ltd.
BEXIMCO Holdings Ltd.
Jute Division New Dacca Industries Ltd.
Sonali Ansh Ltd.
Esses Exporters Ltd.
Marine Food Division BEXIMCO Foods Ltd.
BEXIMCO Fisheries Ltd.
Media Division BEXIMCO Media Ltd.
Information Technology Division BEXIMCO Softech Ltd.
BEXIMCO Systems Ltd.
BEXIMCO Computers Ltd.
Bangladesh Online Ltd.
Others Shinepukur Ceramics
Gammatech Ltd.
BRIEF OF THE DIVISIONS
The divisions of the BEXIMCO group have been introduced as following in a

brief way.
TEXTILE
This division consists of 8 companies, represents BEXIMCO in country’s
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fastest growing apparel business sector. BEXIMCO is now leading this trend with
capacity, variety, and quality of the products. BEXIMCO produces polyester
yarn, makes different fabrics and mostly supports its own garment business. This
is an example of backward linkage that would have been done in Bangladesh in
order to strengthen the garment business. BEXIMCO Denims Ltd. is the only
denim fabric producer in Bangladesh.
JUTE
BEXIMCO has two separate facilities to produce jute yarns that are among
largest in the country. Until the jute business has got the setback in international
market this division was one of the prime contributor to the group and the country
as well. The main operation was to produce the jute yearn and export. BEXIMCO
is the pioneer of making jute yarn and twine for Axminister carpet and served 12%
of the total demand of these kinds in the world market. Although today it does not
seem to sketch prospective future of it.
REAL ESTATE & CONSTRUCTION

It has two companies within this division. One is involved in construction
named as BEXIMCO Engineering. It established its credibility through
successfully contributing as the largest local partner for the Bangabondhu Jamuna
Bridge construction. The other one Shinepukur Holding is operating its business in
land development and apartment building. It aims to contribute in solving city
accommodation crisis.
MARINE FOODS
This group added significantly to the group through success in fisheries
business. Its project location is in Cox’s Bazar. The turn over of the group was
also boomed by the contribution of the export of marine foods to international
market.
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TRADING
This division holds the initial business trend of BEXIMCO , indeed. It looks
for the opportunity of import-export the commodities that have the demand in the
market. This division is really dynamic and high profit contributing to the group.
With a brand portfolio that includes Wartsilla SA (generation equipment), Arjo
Wiggins (security & treasury papers) of France, and DuPont Inc. (chemicals),
Sterling Diagnostic Imaging Inc. (film products) and Valvoline Inc. (petroleum
products and industrial lubricants) of the USA. The Trading Division also
represents overseas marine food buyers by acting as a sourcing agent on their
behalf and providing quality control.
IT
The companies included in this division are BEXIMCO Computers,
BEXIMCO Systems, and BOL Online. BEXIMCO Computers Ltd. is still the
nation's largest volume re-seller of IBM PCs. With the launch of a new version of
BexiBank, an integrated multi-user, multi-tasking banking application system,
BEXIMCO Computer Ltd.'s software is in use at over 300 branches of 15 major
banks nationwide.
BEXIMCO 's first foray into education, BEXIMCO Systems Ltd. is joint venture
collaboration with the largest information technology institute of India, NIIT.
Modeled after NIIT's highly successful training centers across India, the NIIT
Centers in Bangladesh have the highest growth rate of any NIIT facility for
enrollment levels in its short courses and degree programs.
Bangladesh Online Ltd. (BOL), BEXIMCO 's Internet company launched its
operation in August of 1998. The company has the fastest access among ISPs in
Bangladesh.
This division to serve group’s interest in the most booming sectors of the world
that is Information Technology. Since it started operation it proceeded very fast
and became the market leader soon. It is pioneer company in Bangladesh to offer
complete solution of automation. It also introduces the brand IT products to this
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country.
MEDIA
It is involved in publication of dailies and monthlies both in English and
Bengali. The publications are “The Daily Mukto kantha”, “the Daily
Independent”, fortnightly The Ananda Bhuban, Shaili, and weekly Onneysa. The
Bengali daily newspaper has been closed its operation. Although BEXIMCO 's
first foray into the media field was just three years ago, its products have made
significant inroads into the publishing arena. BEXIMCO has also launched a
news agency, the Associated Press of Bangladesh, to provide up-to-date and
accurate news-feeds to the Bangladeshi press.
CERAMIC
Shinepukur Ceramics manufactures and markets high quality porcelain and
Bone china tableware in collaboration with NIKKO, a premier Japanese Company.
It promotes elegance and distinction for both international and local users of
tableware.
Shinepukur Ceramics plans to export the majority of its production to the global
market and is backed by the long-standing experience and competence of its
people. The company has invested in state-of-the-art machinery and technology.
All of its products are manufactured under strict international quality control
guidelines.
OTHERS
Apart from divisional identity there are some more companies being operated
within the group’s corporate structure.
CHEMICAL DIVISION
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BEXIMCO Chemical Division consists of four companies and is mainly
involved in pharmaceutical business so far.
BEXIMCO Chemical Division with its annual turnover of fifty five million
dollars is perceived as the flagship of the BEXIMCO Group. Products and
services offered by the Chemical Division are trendsetters in the country.
This division is comprised of the following companies:

 BEXIMCO Pharmaceuticals Ltd
 BEXIMCO Infusions Ltd.
 Pharmatek Chemicals Ltd.
 I & I Services Ltd.
BEXIMCO PHARMACEUTICALS LTD.

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

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

I & I Services Ltd. Is the distribution wing of the Chemical Division. It maintains a
large distribution network and covers 20,000 customers nationwide. A highly
sophisticated order processing system, logistic facilities in terms of vehicles, depots, and
a team of professional sales staff keep pace with the ever-increasing market demand for
timely execution of orders and quality services.
BEXIMCO PHARMACEUTICALS LIMITED:
4.1 Introduction
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BEXIMCO Pharmaceuticals Ltd. is one of the four companies strategically
included in the BEXIMCO Chemical Division. BPL attained turnover of Tk.
2.453 billion during 2000.
It all began in 1980 when BPL's first product made under license of Bayer AG,
Germany rolled out of a small manufacturing plant in Tongi, Dhaka. Products
made under license of Upjohn Incorporated, USA followed. After its initial years
of struggle it broke ground with the launching of its own products in 1983. Today,
BPL holds almost 15% share in the domestic market.
The commissioning of BPL's Basic Chemicals Unit in 1990, established a very

significant milestone for it. It not only met 90% of the country's demand for two
vital raw materials, ampicillin and amoxycillin but also started selling these to
overseas markets, including South Korea and Malaysia.
Mission Statement:
“Each of our activities must benefit and add value to the common wealth
of our society”
4.2 Subdivisions of the Chemical Division:
BEXIMCO Chemical Division
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BEXIMCO Pharmatek I&I services
Pharmaceuticals Chemical
Basic Chemical
Unit
Fine Chemicals
4.3 Departmentalization:
BPL operates its business through extensive departmentalization as needed.

This is for specified effectiveness of the tasks. The business activities of BPL, BIL
and PCL are directed, controlled and monitored from the head office of
BEXIMCO Pharmaceuticals Ltd. located at 7A, Dhanmondi, Dhaka. Being a
leading Pharmaceutical company in the country it employs good number of people
in different departments to keep its business thriving. The following major
departments coordinate the activities of BPL, BIL and PCL:
 Central product management (CPM) department

 Planning department
 Purchase Department
 Sales department
 Sales education and training department
 Medical services department
 Market Research & Statistical Cell
 International marketing & fine chemicals department
 MIS department
 Finance and Accounts department
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CPM:
CPM stands for Central Product Management that takes care the total
marketing of a product. It includes
i) selection of new product
ii) design of new product
iii) design of packaging
iv) Introduction of the product to the market and others
Planning Department:
The planning department ensures smoothness of total operation of BPL. It is
concerned with the following:
i) The production planning and
ii) Raw material procurement.
iii) Inventory Planning
Based on sales forecast from the CPM planning department breaks up the yearly
sales forecast to monthly basis and develop the planning of production, purchase
and stock maintenance. It also initiates the negotiation of purchase. It refers the
suppliers’ quotations to the purchase departments.
Planning department try to ensure buffer stock of three months of all the raw
materials to meet any untoward events or circumstances in market.
Purchase Department:
The purchase department is concerned with all the purchases of BPL. Apart
from purchasing it keeps the record for tracking the costs of the company. This
department works in coordination with planning department for negotiation and
price fixing.
Sales Department:
To follow the recent management of the business world the sales
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department has been completely separated from marketing department. It sets the
forecast in coordination with marketing department and upon fixation of the sales
it is the responsibility of the sales department to realize the yearly sales volume
forecasted. The departmental works in following pattern:
Director
Sales manager
Asst. sales manager (2)
Regional sales controller (10)
Field supervisor (5-8)
Medical Representative ( 4-5 under each)
Figure 02: Managerial Hierarchy of Sales Department
Medical representatives are farthest unit of the organization. They are to generate
demand for products. They are trained before sent for field.
Training Department:
Training department is to provide the training to the medical representatives of

the company. This training is necessary to improve the quality of job-related
function. The curriculum of training varies from group to group. The department
basically offers 4 types of training programs:
 Induction Training Programs (for MRs )

 Supervisory Management Programs (for FSs)
 Advanced Supervisory Management
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 Refresher Training Programs (for everyone in sales in as and when basis).
The MRs are virtually the direct product of this training department. The selling
skill of the MRs are dig out through the training session on that ultimately BPL
depends for attaining its target sale.
MIS Department:
The MIS department is the department that takes care of total automation of
BPL. It supports the hardware and network of the company and the factory. It
maintains the automation regularly and keeps the pace with the global IT. The
MIS department also maintains the radio-link between the factory and the head-
office.
Though separately dealt before, recently software department has been

incorporated with MIS department. This software section is to work for
developing software solutions as per organizational requirements. It also supports
the other companies’ requirements of the chemical division. The facilities of MIS
department are available round the clock for 24 hours.
MSD:
MSD stands for Medical Services department. It is a unique department in
this industry as BPL established this first ever in order to create easy relationship
through using the professional linkage with the doctors, the ultimate customer of
the pharmaceutical companies.
This is a supporting department that provides services (e.g., slide preparation,

providing different journals, books etc.) to the health professional on different
issues and receives feedback from them. It arranges seminars on different issues
such as diseases and their cures in different parts of the country. It publishes a
special ‘Medical Newsletter’ quarterly and sends the current issues to the enlisted
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doctors at free of cost. The newsletter consists of important, recent medical
articles. It also provides news gathered from Internet and allows free browsing
facility for the doctors. Thus it helps the medical community and at the same time
increases the company image outside.
Market Research & Statistical Cell:

The department began its operation for the purpose of working on market
development – both domestic and international. It assists product development and
marketing of new products. The product development process is as follows:
Market Molecular Development Analytical Stability
Researchh Sample Method Dev.

Structure Profile
Quality Assurance (in each stage in factory) and Quality Control improvement is
another concern of this department. It suggests the SOP (Standard Operating
Guideline), which is the biggest part of GMP (Good Manufacturing Practices). It
is mention that by practice BPL follows the highest standard of quality suppose as
suggested by WHO. Purchase and material management coordination is also
included within responsibilities of this department.
International Marketing:
It is note that BPL has started marketing its product internationally. This
department is concerned with the international promotion and marketing of BPL
finished products and basic chemicals. It analyzes country analysis in terms of
health status, economy, market and its growth, legal bounds of entering the market
with its product etc to find the feasibility to market its products.
BPL has been able to establish a very successful international marketing network
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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 its 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.
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Multimedia Department:
BPL is the only pharmaceutical company that has a multimedia department.
This department is helping in the promotional activities of BPL. It designs medical
videos for the doctors. The color, size, shape, lettering etc. of the text are carefully
selected to attract the target audience easily.
It has designed some Kiosks that have been placed in some medical colleges for
the students to learn and be trained.
The department also provides audio-visual aids to other departments of the

company and also assists to decorate the publications.
Finance and Accounts Department:

There are three sections in this department.
 Treasury section
 Accounts section
 Cost and budget section
Treasury section deals with banks and bills. It also looks after the cash planning
and management.
Accounts section is there to maintain all records and transactions. it is automated

with aid of the software named MAPICS (Manufacturing Accounting Planning
Information Control System).
Cost and budget section identifies the cost centers and prepares the budget. Cost
section calculates the product cost and cost of goods sold. The annual budget
preparation starts at October. Budget review is done quarterly (internally) and
half-yearly (by the top management). It compares the budgeted and actual sales
and expenses and prepares reports on them.
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4.4 SWOT Analysis of BPL:
Upon study of the organization BPL some of the findings are as follows:
STRENGTH
BPL is one of the leading companies in the pharmaceutical industry of the
country and could attain almost 15% of the local market. The strength of attaining
such position in the industry are:
Brand Leadership
As survey showed that 27 of BPL’s products are found to be brand leaders
out of 47 products surveyed while 10 stand at second place.
Market Recognition
BEXIMCO has secured market recognition in the market through
innovative marketing strategies and aggressive product promotion. The company’s
strong support to the medical community has gained its brand loyalty from the
doctors.
MARKET GROWTH
The market is expected to grow by 15 to 20% per annum for the next 5
years. The compounded annual growth for the previous 6 years was 15%. The next
stage of growth is expected to come from backward integration to manufacture
high volume raw materials, introduction of Hi-Tech manufacturing process that
are difficult to imitate products, and exports.
Aggressive diversification
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BPL is keen to diversify its capacity of produce and market. Strong export
demand and international product registration have led BPL to embark on a
massive capacity expansion as evident in expansion of plant and establishment of
new plant in compliance with FDA (Federal Drug Association) quality mark .
Recently BPL signed a new contract for loan of about 1100 million BDT for its
FDA (Federal drug Administration) compliant plant that costs over BDT 3,000
million BDT.
Basic Chemicals and Multipurpose Chemical Plant

Currently bulk antibiotics amoxycillin, ampicillin, and cloxacillin are being
produced with an installed capacity of 35 tons per month. It is going to introduced
Cephalexin and Cephradine very soon; like-wise in its multi purpose unit,
production of Amlodipine, Fluconazole, Clotrimazole, Cetirizine Hcl, Tramadol,
and Riboflavin 5-phosphate sodium.
OPPORTUNITIES
There are some of the sectors where BPL has not entered but that possess
ample opportunities. One of such sector is SVP or small volume Parenteral that is
known as injections in the market. Due to having the quality attainment capability
as evident in producing IV products, expertise and resource BPL should
immediately think of this product and decide upon having the feasibility study.
International market is also another very lucrative sector for BPL. In the world
market the low cost of product is an important upper hand for BPL to market its
product. The new FDA compliant plant will assist BPL to confirm the world
market about the quality of its products.
WEAKNESSES
The company does not produce any kind of injectibles. The company can
increase its market share by producing injectibles.
28
BPL has a narrower product line and number of products than its principal
competitors in the market. Unless the product line and number of product are
expanded the market share of BPL will be endangered in near future.
THREATS
Competition from the local pharmaceutical companies and the very
specifically in context of price is a major threat for BPL. The poor economic status
of Bangladesh requires a low price of drugs to ensure public health. For the
reasons like high cost of maintaining quality of products and high distribution cost
etc the products of BPL cost higher than that of other companies. As a result BPL
is in fear of loosing market in the rural areas of Bangladesh.
The year 2005 will be crucial for BPL as well as for all other local pharmaceutical
companies. Currently Bangladesh market is protective for facilitating the local
companies in pharmaceutical sectors in such way that any product able to meet the
local demand cannot be imported. Also till to date companies can buy basic
ingredients of pharmaceutical products at very low cost materials from India and
China as these country do not follow the international patent law. However after
implementation 2005 GAT (General Agreement of Trade) being a signatory
Bangladesh will be in pressure to not buy the raw materials from the country those
will not follow global patent law. GAT will pursue product patent registration
system and royalty on patent will be enforced. As a result the raw material cost
would go higher than now. This will eventually endanger BPL further as it is
already in crisis due to having high product price.
4.5 Major Achievement of BPL:
1976-1985
1976 : Registration of the company.
1980 : Started manufacturing and marketing of licensee products of Bayer AG of
29
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
smithkline.
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.
30
2004: signed contract with Novartis to manufacture their liquid, cream, ointment
and suppository products under “Toll Manufacturing “agreement. Visit of Saudi
delegated by Hon’ble 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).
4.6 Products of BPL:
BEXIMCO Pharmaceuticals Limited does not simply believe in

introducing new molecules, it also believes in creating the difference in the market
place by offering impeccable quality. BPL stands on the heritage of bringing
innovative medicine to people. BPL's products are all intended to help people to
live healthy lives. BPL's portfolio features a range of high quality, effective
products, some are the first of their kind and many are ranked number one in their
therapeutic area.
A team of highly qualified people sets BPL's product feature and attribute. Arts
and science are blended together inside BPL's products. BPL's products are
designed and engineered in such manner that their overall presentation, size,
shape, color, flavor, viscosity, coating, etc are completely different from those of
the competitors. Whatever may be the dosage form or packaging-blister, strip,
bottle, cartons, labels, etc, BPL's presentations are widely recognized for their best
aesthetic look among all competitive brands.
BEXIMCO offers a comprehensive range of about 80 formulations in various

dosage forms such as tablets, inhalers, capsules, creams, suspensions, syrups,
31
suppositories, etc. From anti-ulcerates to vitamins, antibiotics to bronchodilators.
BEXIMCO has a widely diversified product portfolio. Every year the company
introduces new products. In 2003 BPL launched 12 new products.
In Bangladesh, BEXIMCO enjoys very high brand loyalty. Many BPL products
are brand leaders in their respective categories. Neoceptin-R BEXIMCO 's
ranitidine formulation has 15.5% market share and has been the brand leader for a
number of years. It is BEXIMCO 's highest selling product. Napa, BEXIMCO 's
paracetamol reign the analgesic markets with a 27.5% market share and has been
the brand leader for the 10 th consecutive year.
BPL's asthma inhalers have enjoyed excellent sales growth over the years and
have received huge response from the patient and doctors. Other therapeutic
classes of drugs where BPL brand still lead include ACE inhibitor, systemic anti
fungal, respiratory anti inflammatory, prostatic drug, topical anti hemorrhoid,
digestive enzyme, etc.
Product List:
BRAND NAME DOSAGE FORM GENERIC NAME & STRENGTH
ANALGESIC/ ANTIPYRETIC
Lucidol Capsule Tramadol. HCI 50mg
Napa Tablet Paracetarnol 500 mg
32
Syrup Paracetamol 120mg/5ml
Drops Paracetamol 80 mg/ml
Suppository Paracetarnol
125mg/20mg/500mg.
ANTACID & ANTIFLATULENT
Flatarneal-DS Tablet Al Hydroxide 400mg.MgHydroxide
Simethicone, 30mg
Suspension Al Oxide 200mg. MgHydroxide
Simethicone 30mg
Lactarneal Tablet A] Hydroxide 250mg.MgHydroxide
Suspension Al Oxide 175mg. MgHydroxide
Anthehnintic Tablet Albendazole 400mg
Melphin Tablet Pyrantel Pamoate 125 mg
Suspension Pyrantel Pamoate 50 mg
ANTI-ACNE
Cosmotrin Crearn Tretinion 0.025%
ANTIAMOEBIC
Filmet Tablet Metronidazole 200 mg
33
Metronidazole 400 mg
Metronidazole 80 Orng
Suspension Metronidazole 200 mg/5m]
ANTI-ANGINAL
Monate Tablet Isosorbide, Mononitrate 20mg
Neocard Tablet Dilitiazern 30mg
Difitiazern 60mg
ANTI-ARRHYTHMIC
Pacet Tablet Arniodarone HCL 100 mg
Arniodarone HCL 200 mg
ANTIBACTERIAL
Arixon Ig IM Injection Ceftriaxone, Ig
Arixon I g IV Injection Ceftriaxone, Ig
Arixon 250mg IM Injection Cefcriaxone 250 mg
Arixon 250mg IV Injection Ceftriaxone 250 mg
Arixon 500mg IM Injection Cefiriaxone 500 mg
Arixon 500mg IV Injection Ceftriaxone 500 mg
Arlin Tablet Linezolid 400mg
Linezolid 600mg
Suspension Linezolid 100mg/5ml
Cephalen Capsule Cephalexin 250mg
Cephalexin 500mg
ANTIBACTERIAL
34
Clobex Capsule Cloxacillin 500 mg
Syrup Cloxacillin 125mg/ 5ml
Decacycline Capsule Tretracycline, 250mg
Etrocin Tablet Erythromycin 250mg
Erythromycin 500mg
Suspension Erythromycin 125mg/5ml
Evo Tablet Levofloxacin 250mg
Levofloxacin 500mg
Flubex Capsule Flucloxacin 250mg
Flucloxacin 500mg
Suspension Flucloxacin 125mg/5nd
Intracef Capsule Cephradine 250mg
Cephradine, 500mg
Suspension Cephradine 125mg/5m]
Drops Cephradine 125mg/1.25.1
Injection Cephradine 250mg
Injection Cephradine 500mg
Isofloxin Tablet Pefloxacin 400mg
Megadox Capsule Doxycycline 100mg
Megatrim DS Tablet Trimethoprim 160mg
Suspension Trimethoprim. 40mg
Nebactil Suspension
35
Neofloxin Tablet Ciprofloxacin 250 mg
Ciprofloxacin 500 mg
Ciprofloxacin 750 mg
Neofloxin XR Sustained Ciprofloxacin 500 mg
Release Tablet
Odycin Tablet Moxifloxacin 400ing
Rolacin Tablet Clarithromycin 250mg
Suspension Clarithromycin 500mg
Sparlin Tablet Sparfloxacin 200mg
Triocim. Tablet Cefixime 200mg
Suspension Cefixime 100mg/5ml
Tycil Capsule Amoxycillin 250mg
Suspension Amoxycillin 125mg/5ml
Drops Amoxycillin 125mg/1.25m]
Tycil DS Suspension Amoxycillin 250mg/5m]
Xegal Tablet Gatifloxacin 400 mg
ANTI -BPH
Prosfm Tablet Finasteride 5mg
Uroflo Tablet Tamsulosin 0.4mg
Anti-Cancer
Tarnona Tablet Tarnoxifen 10mg
ANTICHOLINERGIC
Impramid Inhaler 1pratropiurn Bromide
36
20ug/actuation
ANTICOLIC
Neodrop Suspension Simethicon 67mg/mI
ANTIDEPRESSANT
Apresin Tablet Fluphenazine, 0.5mg
Atralin Tablet Sertralin 50mg
Frenxit Tablet Flupentixol 0.5mg
Melev 20 Tablet Paroxentine 20mg
Modipran Capsule Fluxotine 20mg
ANTIDIABETIC
Diactin Tablet Glipizide 5mg
Diaglit Tablet Pioglitazone 15mg
Diapro Tablet Gliclazide 80mg
Diaryl Tablet Gliclazide Img
Informet Tablet Mefformin HCL 500mg
Informet LA Sustained Metformin HCL 500mg
Release Tablet
Premil Tablet Repaglinide 0.5mg
Antiemetic
Inarzin Tablet Cinnarizine 15mg
37
Onsat 8 Tablet Ondansterone 8mg
ANTI-FUNGAL
Fungistin Oral Susp. Nystatin 100,00units/ml
Omastin Capsule Fluconazole 50mg
Neosten Crearn Clotrimazole 0. 1%
Neosten VT Vaginal Tablet Clotrimazole 0.2gm
Terbex Tablet Terbinafine 250mg
Crearn Terbinafine 1%
ANTI-EPILEPTIC
Epilep Tablet Carbarnazepine 200mg
Epilep CR Controlled Carbamazepine 200mg
Release Tablet
ANTI-HISTAMINE
Atrizin Tablet Cetirizine HCL 10mg
Syrup Cetirizine HCL 5mg/5ml
Axodin Tablet Fexofenadine 120mg
Bexidal Tablet Mebhydrolin 50mg
Curin Tablet Levocefirizine 5mg
Momento Tablet Desloratadine 5mg
Syrup Desloratadine 2.5mg/5ml
38
Pedeamin Syrup Diphenhydramine 10mg/5ml
Pretin Tablet Loratadine 10mg
ANTI-HYPERTENSIVE
Amdocal Tablet Amlodipine 5mg
Amdocal Plus Tablet Amlodipine 5mg
Arbit Tablet Irbesartan 75mg
Cardopril Tablet Captopril 25mg
Dilapress Tablet Carvedilol 6.25mg
Enaril Tablet Enalapril 5mg
Neopril Tablet Lisinopril 5mg
Primace Capsule Ramipril 1.25mg
Prosan Tablet Losartan Potassium 25mg
Valcap Capsule Valsartan 80mg
ANTI-HIV/AIDS
Avifanz Tablet Efavirenz 600mg
Avifix Tablet Nelfinavir 250mg
Avilarn Tablet Larnivudine 150mg
Diavix Tablet Lamivudine 150mg
Triovix Tablet Nevirapine 200mg
ANTI-MIGRAINE
Avidro Tablet Pizotifen 0.5mg
ANTI-OBESITY
39
Sibulin Capsule Sibutramine 5mg
Alendon Tablet Alendronate Sodium 10mg
ANTI-PLATELET
Ordel Tablet Clopidogrel 75mg
ANTI-PSYCHOTIC
Sensipin Tablet Clozapine 25mg
ANTI-SPASMODIC
Rostil Tablet Mebeverine HCL 135mg
Spanil Tablet Hyoscine Butylbromide 10mg
Taverin Tablet Drotaverine 40mg
ANTI-ULCERANT
Gastalfet Tablet Sucralfate 500mg
Neoceptin R Tablet Ranifidine 150mg
Syrup Ranifidine 75mg/5ml
BRAND NAME DOSAGE FORM GENERIC NAME &STRENGTH
Neo tec Tablet Clarithromycin 500mg
Capsule Omeprazole 20mg
Tablet Metronidazole 400mg
Opton Tablet Esorneprazole 20mg
40
Proceptin Capsule Omeprazole 20mg
Protolan Capsule Lansoprazole 15mg
Yamadin Tablet Famotodine 20mg
ASTHMA PROPHYLACTIC
Aeronid Inhaler Budesonide 200ug/actuation
Bexitrol-F Inhaler Salmeterol 25uglactuation
Decomit Inhaler Beclomethasone Dipropionate
Tofen Tablet Ketotifen Img
Syrup Ketotifen lmg/5ml
Zukast Tablet Zafirlukast 20mg
Monocast Tablet Montelukast 10mg
Bronchodilator
Azmasol Inhaler Salbutarnol 100 ug/actuation
Bexitrol Inhaler Salbutarnol 25 ug/actuation
Bronkolax Tablet Salbutamol 2mg
41
Syrup Salbutarnol 4mg
Larnox LA Sustained Aminophylline 350 mg
Release Tablet
CALCIUM SUPPLEMENT
Aristocal Tablet Calcium 500mg
Tripec syrup Guaifenesin 100mg
Pseudoephedrine HCL 30mg
COUGH SUPRESSANT
Dextromethorphan Syrup Dextromethorphan 10mg/5ml
COX-2 INHIBITOR
Cox B Capsule Celecoxib 100mg
Recox Tablet Rofecoxib, 12.5 mg
V-Cox Tablet Valdecoxib 10mg
DIGESTIVE ENZYME
Zymet Tablet Pancreatin 325mg
DIURETIC
Resitone Tablet Spironolactone 50mg
GASTROPROKINETIC
42
Deflux Tablet Domperidone 10mg
IRON SUPPLEMENT
Aristoferon syrup Ferrous Sulpahte 200mg/5ml
Aristrofil-Fe Tablet Ferrous Fumarate 308mg
Efol ER Capsule Iron 47mg+Folic Acid 500ug
Hefolin SR Sustained Iron 47mg+Folic Acid 500ug
Released Tablet
Carofol Z Capsule Carbonyl Iron 50mg, folic acid
LAXATIVE
Serelose Syrup Lactulose 3.35gm/5ml
Frelax Powder for
Solution Polyethylene glycol 3350 UNSF
LIPID LOWERING AGENT
Atova Tablet Atorvastatin 10mg
Avastin Tablet Siravastatin 10mg
Fibril Capsule Gemfibrozil 300mg
MUCOLYTIC
Spulyt Tablet Bromohexine 8mg
Syrup Bromohexine l0mg/5ml
MUSCLE RELAXANT
43
Relentus, Tablet Tizanidine 2mg
NASAL ANTI-INFLAMMATORY
Decomit Nasal Spray Spray Beclomethasone Dipropionate 50ug
NASAL DECONGESTANT
Nazolin Nasal Spray Spray Oxymetazoline 25ug/actuation
NON-STEROIDAL ANTI INFLAMMATORY DRUG
Fenamic Capsule Mefenamic; acid 250mg
Nuprafen Tablet Naproxen 250mg
Reumafen Tablet lbuprofen 200mg
Suspension Ibuprofen 100mg/5ml
Ultrafen Tablet Diclofenac Sodimn 25mg
Suppository Diclofenac Sodium 12.5mg
Ultrafen SR Sustained Diclofenac Sodium 25mg
Ultrafen Gel Released Tablet Gel Diclofenac Sodium 1%
Ultrafen Plus Tablet Diclofenac Sodium 25mg
Xidolac Tablet Ketoprolac 10 mg
Xynofen 100 SR Sustained Ketoprolac 100 mg
Released Tablet
44
OVULATORY STIMULANT
Fertil Tablet Clomiphene Citrate 50mg
Scabidical
Noscab Cream Permethrin 5%
TOPICAL ANTIBIOTIC
Bumsil Cream Silver Sulphadiazine 25g
Furasep Cream Nitrofurazone 0.2%
Fusidic Plus Ointment Sodium Fusidate 2%
Gentosep Cream Gentamicin 3mg/gm
TRANQUILIZER
Keolax Tablet Clobazarn 10mg
Nightus Tablet Bromazepam 3mg
Zolax Tablet Alprozolam 0.5mg
URINARY INCONTINENCE
Uricon Tablet Oxybutycin HCL 5mg
VASODILATOR
45
Cerivin Tablet Vinpocitine 5mg
Zocil Tablet Cilostazol 100mg
VITAMINS & MINERALS
Aristoplex Syrup Vitamin B I 5mg, vitamin B2mg
Aristovit-B Tablet Vitamin B 15mg, vitamin B2mg
Aristovit-M Tablet I I Vitamins, 5 minerals & Iron
Aristovit-X Tablet 8 Antioxidant Vitamin & minerals
Ascobex Tablet Ascorbic Acid 250mg
Avitron -V Tablet Thiamine HCL 100mg
Bextrum. Tablet 12 Vitamins, 18 minerals & Iron
Bextrurn Gold Tablet 14 Vitamins, 18 minerals & Iron
Formula-E Tablet Vitamin E 50mg
Momvit Tablet Vitamin A26667 I.U, Vitamin A4001
Ascorbic acid 50 mg
Vivis Capsule Vitamin E 30 mg, Vitamin C 60 mg
ZINC SUPPLEMENT
Zedex DS Syrup Zinc Sulphate 10mg/5ml
PHARMACEUTICAL INDUSTRY SCENARIO IN

BANGLADESH
5.1: Background of the Pharmaceutical Industry:
The pharmaceuticals sector is a high-technology and knowledge-intensive

industry in Bangladesh. The industry has two-tier structure. The largest firm
46
accounts for the majority of the R&D investment in the industry and holds the
majority of patents. There are a large number of smaller firms producing mostly
for the local market. 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 contacts 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 pharmacists 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 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 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
47
produced the remaining 10%. The multinational companies were fully armed with
modern technology for producing sophisticated essential drugs, but they were also
engaged to a large extent, in the 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 meant 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 over 350 national &
multinational based pharmaceutical companies in Bangladesh.
5.2: Top Ten Pharmaceutical Companies in Bangladesh:

5.2.1
Market
Name of the Market Share Share:
Company
Square. 22.5%
BEXIMCO 19.75%
Aventis 12.78%
Acme 11.28%
Opsonin 9.77%
Glaxo 7.52%
Drug International 6.01%
SK+F 48 4.51%
ACI 3.75%
Renata 3.38%
5.2.2 Availability of Product:
Availibility of Product
30
25
20
% of Rating
15
10
0
Beximco Square ACI Ops onin ACME Aventis Others
5.2.3 Prescription based market share of National &

Multi- national Pharmaceutical Companies:
Overall Prescription Percentage
Serial Company Number of Product Percentage

No
1. BEXIMCO Pharma 11629 13.85%
49
2. Square 13504 16.08%
3. Incepta 7609 9.06%
4. Acme 5949 7.09%
5. SK+F 4502 5.36%
6. Aristopharma 4295 5.12%
7. Opsonin 4225 5.03%
8. ACI 3960 4.72%
9. Drug Int. 3036 3.62%
10. Orion 2943 3.51%
11. Reneta 2679 3.19%
12. Aventis 1755 2.09%
13. Health 1386 1.65%
14. Ibn Sina 1384 1.65%
15. Novartis 1144 1.36%
16. Glaxo 800 0.95%
17. Others 13163 15.64%
Total 83963 100
5.3 Profiles of the Leading Companies:
5.3.1 Square Pharmaceuticals Limited:
YEAR OF ESTABLISHMENT
1958
PRODUCTS
50
 Formulation products (241 dosage forms of 130 brands covering 35
therapeutic categories)
 Veterinary Products (Veterinary and Nutrition products).
 Active pharmaceuticals ingredients (API) (compacted and micronized)
MARKET SHARE AND FACILITIES

 SQUARE posted a business turnover over US$ 62 million, (Taka 359
crore) in the fiscal year July 01 to June’ 02
Source: Bangladesh Pharmaceutical Index, 2nd Quarter 2002.
 Overall share of 15.27% of the total pharmaceutical market of Bangladesh
Source: Bangladesh Pharmaceutical Index, 2nd Quarter 2002
 Above average growth rate in the pharmaceutical industry
 Leader of in the Pharmaceutical market of Bangladesh among all national
and multinational companies from 1985 onwards.
MANUFACTURING FACILITIES
 Formulation Plant (I)
 Formulation Plant (II)
 Bulk Chemical Plant (III)
MARKETING
 A well-structured and indomitable pharmaceutical marketing network in
Bangladesh.
 The Marketing Division has in excess of 1000 personnel.
 More than 500 Medical Representatives.
 Product Management Department is run by more than 25 brand Executives
from different disciplines (MBA's, Medical Doctors, and Graduate
Pharmacists).
 Medical Services Department has a collection of graduate doctors for interacting
with target medical professionals.
 Market Research Department is well developed and is run by MR professionals.
DISTRIBUTION
 A robust distribution network spread throughout the country
 A Central Depot
51
 Eleven distribution centers
 Targeting retailers, wholesalers, institutions and Organizations
 Efficient computerized network system connects each distribution center
with headquarters and factories to ensure smooth functioning and supply
5.3.2 INCEPTA PHARMACEUTICALS LTD.
Inception:
Incepta Pharmaceuticals Ltd. is a leading pharmaceutical company in Bangladesh

established in the year 1999. The company has a very big manufacturing facility
located at Savar, 35 kilometer away from the center of the capital city Dhaka. The
company produces various types of dosage forms which include tablets, capsules,
52
oral liquids, ampoules, dry powder vials, powder for suspension, nasal sprays etc.
Since its inception, Incepta has been launching new and innovative products in
order to fulfill unmet demand of the medical community. The focus was to bring
more new technologically advanced molecules to this country.
Specialties:
The company specializes in value added high technology dosage form like
sustained release tablets, quick mouth dissolving tablets, barrier coated delayed
release tablets etc. It has established a modern research and development
laboratory for the development of new advanced dosage forms for various drugs
and devices like poorly soluble drugs, dry powder inhalers, coated pellets,
modified release products, taste masked preparation etc.
Incepta quickly developed a very competent sales team, which promotes the
specialties throughout the country. The company virtually covers every single
corner of the rural as well as urban area of Bangladesh. It has its own large
distribution network having 13 depots all over the country. The company has a
clear vision to become a leading research based dosage form manufacturing
company with global presence within a short period of time.
The Research and Development department for various dosage forms has been
very well developed. Incepta intends to bring newer products of advanced
technology through research hitherto unknown in this country. Such activities will
not only benefit the company but also the total pharmaceutical sector of the
country. In the post 2005 era, the company also intends to embark into the
production of Active Pharmaceutical Ingredient (API). Plans are underway to get
into reverse engineering and analogue research in order to produce new API.
Production Facilities
53
Manufacturing and packaging operations are carried out according to the validated
methods through systematically qualified machines with full documentation at all stages
of operations.
The production sites follow the GMP guidelines for environmental requirements of the
manufacturing and packaging area, as well as comply with the EHS requirements.
Highly sophisticated HVAC systems are used to condition, monitor and supply clean air
to the working zone according to the manufacturing zone concept, capture and control
any dust, vapour, gas or fume generated, as well as treatment of recirculated and/or
exhausted air. Temperature and moisture level are maintained at the desired level through
this system.
Design of the room and air-conditioning systems ensure:
 Prevention of contamination of the product

 Protection of the environment
 Protection of the people
 Prevention of the ingress of vermin, insects and birds.
Expansion:
The company is now expanding its activities beyond the geographical boundary of
Bangladesh. The products are of high standard and therefore these will be exported
to both developed and developing countries. The company is open to collaborate
with interested parties in various countries. The future is wide open and the
opportunities are bountiful. Incepta will continue to strive to provide high quality
medicine at affordable prices to the people here in Bangladesh and other parts of
the globe.
54
5.3.3 ACI Pharmaceuticals Limited:
In 1973, the UK based multinational pharmaceutical company, ICI p1c,
established a subsidiary in Dhaka, known as ICI Bangladesh Manufacturers
Limited. In 1992, ICI plc divested its share to local management, and the company
was renamed Advanced Chemical Industries (ACI) Limited.
ACI formulates and markets a comprehensive range of more than 120 products
covering all major therapeutic areas, which come in tablet, capsule, powder,
liquid, cream, ointment, gel and injection forms. ACI also imports products from
55
world-class multinational companies like ASTRAZENECA, UK; ELI LILLY,
USA and UCB, BELGIUM and markets world-renowned brands like Diprivan,
Fluothane, Nolvadex, Accolate, Meronem, Atarax, Humulin, Ceclor etc. in
Bangladesh.
ACI is actively engaged in introducing newer molecules and new drug delivery
systems to meet the needs of the future.
ACI introduced the concept of quality management system by being the first
company in Bangladesh to achieve ISO 9001 certification in 1995 and follows the
policy of continuous improvement in all its operations.
ACI maintains a congenial and supportive relationship with the healthcare

community of Bangladesh, with the belief that business excellence can only be
achieved through pursuit of quality by understanding, accepting, meeting and
exceeding customer expectations.
The management of ACI, a competent team of professionals, thus operates with a

progressive attitude to provide effective solutions to satisfy the customers' needs,
through its products and services of uncompromising quality.
PLANT
Location and area
The pharmaceutical manufacturing plant is located at Narayangarj, by the
bank of river Shitolokkhya. It encompasses a land area of 11. 5 acres.
Facilities
The plant is well designed and well equipped with all latest facilities and
state-of-theart technologies. The responsible team of plant workers, supervisors,
officers and managers strictly follow cGMP recommended by WHO and In-
process Quality control methodology for production and meets all national
regulatory requirements.
Medical information update
ACI will shortly introduce a flash mail service and its website updates for
56
the members of medical profession with latest information for their professional
practices.
Marketing & Sales
Under the leadership of the business head, Chief Operating Officer Mr. M
Mohibuz Zaman, this highly skilled and motivated team of professionals is
dedicated in formulating effective strategies to meet the challenges in the ever-
changing market, developing new products tailored to satisfy the customers
current needs, exploring new opportunities in both home and abroad, and working
for consistent growth and increased market share for ACI.
Product Development
This creative team of professionals is engaged in developing new

formulations and dosage forms with competitive advantages and strong product
differentiation.
Production
This highly skilled team is dedicated in producing products with consistent

quality under clearly defined Standard Operating Procedures (SOP) in compliance
with the procedures and instructions of ISO 9001 quality system.
Quality Assurance
This dedicated team plays the vigilant role of controlling, ensuring and
maintaining the consistent quality of products for which ACI is so well
recognized.
MARKETS
Domestic market
Being a developing country, the pharmaceutical market and at the same

time, the pharmaceutical industry of Bangladesh is growing. In this growing
market, ACI has been able maintain its growth above the market growth through
its innovative marketing strategies as well as products and services of
uncompromising quality.
In Bangladesh, ACI introduced the concept of quality management system by
57
being the first company in Bangladesh to achieve ISO 9001 certification that
reflects its commitment to quality in every aspect of business.
ACI covers the health care community of whole Bangladesh based in both urban
and rural markets through its 18 strategically located depots.
International market
To fuel the continuous growth of ACI, the company has started exploring
international markets. The quality of ACI products, strengthened by its ISO 9001
certification, has brought immediate success in Sri Lanka, Yemen and Myanmar.
SERVICES
Scientific seminars
ACI frequently arranges seminars and symposia covering a wide range of
medical topics attended by members of health care community. The faculty of
these programs usually consists of both reputed medical experts and experts from
marketing team of ACI and its international principals.
Continuing medical education of physicians and surgeons

ACI regularly arranges CME programs of both physicians and surgeons all
over the country. These programs cover medical problems frequently faced by the
practitioners, update their knowledge, and make them aware of the new therapies
and medical technologies.
Responding to doctors' queries
It is the most regularly performed task of the marketing team of ACI. The
company has developed a postage paid business reply card attached to every
literature in which the doctors usually send their queries. ACI tries to provide a
comprehensive answer to the queries of the physicians covering all the details.
Medical illustration and audiovisual aids
ACI is ready to assist in preparing presentation packages including
58
computer slides, transparencies and printed text whenever medical experts wish to
share their experiences and results of their research with the health care
community.
Reprint services
ACI provides the doctors with reprints of selected publications on topics

that can assist the doctors in their professional practices.
59
5.3.4 Aventis Pharmaceuticals Limited
As a global industry leader Aventis seeks to conquer and prevent disease by

bringing to market innovative pharmaceuticals, vaccines, therapeutic proteins and
diagnostics. Aventis pharma was created as a part of the 1999 business
combination of Hoechst and Rhone-Poulenc to form Aventis SA, one of the
world's leading life sciences companies. Aventis Pharma concentrates its efforts
on strategic brands that meet growing patient needs and contribute to a long-term
sales growth. With 2001 sales of 15.168 billion euro (excluding sales of
diagnostics), Aventis Pharma contributes three-quarters of the life sciences sales of
Aventis SA. The Aventis Pharma prescription drug business is investing about
2.98 billion euro a year in Drug Innovation and Approval,one of the industry's
largest R&D budgets.
Aventis Values
 Respect for people
 Integrity
 Sense of urgency
 Networking
 Creativity
 Empowerment
 Courage
Therapeutic developments and clinical trials have brought innovation and resulted
in medicines that can benefit patients in many key therapeutic areas. Through its
investments Aventis pharma is well positioned to meet the growing needs of
patients in Bangladesh.
60
5.3.4 ACME LABORATORIES LTD.
Company History
The history of The ACME Laboratories Ltd. dates back to 1954 when a
proprietorship firm was founded to manufacture ethical drugs. It started with the
modest introduction of a few oral liquid products. The late Hamidur Rahman
Sinha was the founder of the firm and was the main visionary of the organization
until his sad demise in 1994.
The firm was converted into a private Limited company in the year 1976.
Commercial operation at the modernized plant equipped with sophisticated and
advanced facilities began towards the end of 1983. Many challenges were
overcome successfully to transform the company from a small unit to what it is
today.
ACME continuously seeks to expand its production facilities, add employees and
increase its sales and marketing efforts. According to the latest statistics, out of
about 300 pharmaceutical companies in the country, The ACME Labs is one of the
top four. ACME has also endeavored to strengthen its network in international
marketing operations to export its products abroad. Acme is optimistic about its
continued growth and success. Over the years their high achievement drive, hard
work and competent staff as well as confidence in producing quality products have
contributed to their growth.
Corporate Philosophy
The basic philosophy of ACME is to ensure Health, Vigor and Happiness

for mankind by producing ethical drugs and medicines of the highest quality at
affordable prices, and reaching out even to the most remote areas by proper and
prompt distribution. They view themselves as partners with doctors, our
customers, our employees and our environment.
61
The Plant
ACME's modernized plant is located at Dhamrai, about 40 kin N.W. of

Dhaka, the capital of Bangladesh. While designing and constructing the plant,
proper attention was paid to the latest concepts of cross contamination, high
efficacy of air
circulation handling, particle free finishes, equipment layout, process flow,
hygiene and safety, Special care has also been given in selecting machinery and
laboratory instruments. The plant has the most sophisticated imported machinery
and equipment. ACME's plant is a testimony to its basic commitment for
manufacturing the highest standard of ethical drugs.
Quality Assurance
Acme's stated belief that, "No compromise on quality can be made in a

business that involves human lives," is the cornerstone of the company's Quality
Assurance program.
The Company has adopted ISO-9001 and WHO CGMP (Current Good
Manufacturing Process) Standards and has been accredited with ISO-9001
certification in 1999. The entire manufacturing procedure, starting with the
incoming raw materials, through stringent intermediate manufacturing process and
packaging of products, to the dispatching of finished goods, requires that analysts,
pharmacists and instructors monitor and control each step. Even after the release
of finished goods, the quality control lab tracks post-distribution spot checks of all
batches.
Acme's Quality Assurance Department is equipped with the most modem

instruments and is staffed with well trained and qualified personnel. All
procedures for testing, sampling and inspecting are clearly approved, implemented
and documented. All instruments are regularly calibrated and processes,
machinery and premises validated. Through training programs (in-house and
abroad), the key personnel of the company remain abreast of the latest concepts of
Quality Assurance.
62
Research and Development
For a pharmaceutical company, Research and Development (R&D) is the

indispensable c+omponent needed to ensure steady growth and improvement.
Since the day it was founded, Acme has stepped up to the challenge to develop
new and effective drugs to compete with other manufacturers. Acme's R&D team
comprises keen and dedicated individuals from a wide range of disciplines. The
team is currently guided by the Deputy Managing Director Dr. Jabilur Rahman
Sinha Ph.D. who obtained his Doctorate in Organic Medicinal Chemistry from
Georgia University in the United States. The Research and Development
department is currently active in evolving formulations for herbal medicines in
collaboration with its United States counterparts
63
5.4 Areas of Comparison
5.4.1 Range of Products:
Range of products here represents different types of items of products. The

pharmaceutical companies divide their medicines into three categories- infusions,
formulations and pharmaceuticals. The total number of products BEXIMCO has is 180,
whereas Square has about 300 types of products within their medicine range. Therefore,
Square is occupying the leading position in producing the widest range of products.
Incepta, is currently marketing about 137 products. Aventis holds the fourth position.
ACI formulates and markets a comprehensive range of more than 120 products covering
all major therapeutic areas, which come in tablet, capsule, powder, liquid, cream,
ointment, gel and injection forms. Acme and Opsonin have the lowest range of products
compared to the above-mentioned companies.
Range of Products
25
20
% of Rating
15
10
0
Figure 03: Range of products
The survey results, as depicted in the above figure, more or less reflect the reality.
However, it fails to show the huge gap in the product range between BEXIMCO and
Square. According to the doctors, the difference between the product range of the two
companies is narrower. The other bar in the figure above mostly represent Incepta which
has the third largest product range. The smallest bars in the figure perfectly depicts the
lowest range of products of Opsonin and ACME.
64
5.4.2 PRODUCT QUALITY
The quality of any product includes everything associated with it, ranging from
the raw materials to the effectiveness when consumed. Doctors usually emphasizes on
less side effects, less frequency of administration and quick and effective therapeutic
response when referring to product quality. However, it has been found that doctors give
much more emphasis on quick therapeutic response rather than effective therapeutic
response. This is because sometimes effective therapeutic dosage may cause delay in
recovery and patients switch to other doctors. Therefore, doctors have to prescribe drugs
which would lead to quick recovery. According to the opinion of the physicians, Square
has the leading position (Figure 04).
Product Quality
25
20
15
10
0
Figure 04: Product Quality
BEXIMCO holds the second position. Aventis and ACI also have good positions in
terms of quality perception. This due to the fact that some their products are imported
from abroad. Moreover the imported medicines have very few alternatives in the local
market. Acme and Opinion medicines are not rated high in terms of quality.
It may be said that 22% respondents believe that BEXIMCO ’s products provide quick
recovery.
5.4.3 Product Presentation

The product presentation of any product includes everything associated with it,
ranging from the color to the design. It has been found that the companies can even
65
charge a high price if their product presentation is good even if it is of the same quality as
the others.
Product Presentation
13 % 16 %
20%
23%
6%
4% 18 %
Beximco Square ACI Opsonin

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

New generation drugs always attract doctors. Sometimes even if a drug with the
same therapeutic value is there in the market, a new drug launched takes a huge
percentage of the market share of the older one. As for example, NeoceptineR was a
market leader once. When Neotack entered the market, the market share of NeoceptineR
fell dramatically due to doctors liking new generation drugs.
In fact, because of this, the pharmaceutical companies frequently arrange seminars and
symposia covering a wide range of medical topics attended by members of health care
community. The faculty of these programs usually consist of both reputed medical
experts and experts from marketing team of the company.
66
According to the physician's opinion (Table 01 ), Square has the leading position in the
frequency of introducing new drugs.
Company % of Response
BEXIMCO 22
Square 23
ACI 16
Opsonin 5
ACME 6
Aventis 17
Others 11
Table 01: Introduction of new products
BEXIMCO holds the second position. Aventis and ACI also have good positions.
Incepta is increasingly moving towards introducing new products. According to the
doctor's opinion, ACME and Opinion are least proactive in introducing new drugs.
5.4.5 Pricing
In the pharmaceuticals market of Bangladesh, there is not much price
differentiation, in general, among the different companies due to the highly competitive
nature of the industry. Whatever price differentiation is there, it is between the
multinationals and the national companies. It is due to the fact that the multinationals
charge a premium price for their product.
Moreover, price is not a very important factor due to the nature of the product. Quality is
more important. However, the purchasing capacity of the patients is also an important
consideration. Therefore, it is important for the companies to charge a reasonable price
for their product.
Reasonable Pricing
10%
3% 1%
6%
40%
7%
33%
Beximco Square ACI Opsonin
ACME Aventis Others
67
Figure 06: Pricing
According the survey, most of the doctors perceive BEXIMCO as offering reasonable
pricing for their product (Figure 06). It may be due to the fact that BEXIMCO has
recently come up with a very competitive price for some of its key products. Square hold
the second position. Whereas, the others are not perceived to be providing reasonable
prices given the quality of their products.
5.4.6 DISTRIBUTION
In the pharmaceuticals market, distribution is very important. Having made all
decisions of marketing properly, a company will not be successful if it cannot distribute
its products well.
Availibility of Product
30
25
20
% of Rating
15
10
0
Figure 07: Availability of product
According to the physicians, Square has the strongest distribution among all the
companies (Figure 07). With its eleven distribution centers, it maintains a proper
distribution of drugs in the chemist shops all through the country. BEXIMCO holds the
second position. Aventis maintains a moderate network. While companies like Opsonin,
ACME and ACI are not perceived to have a good distribution. It may be due to the fact
that these companies targets different pockets of the whole market.
68
Market Research Department & Statistical Cell (MRC)
For today’s business organization which is involved in the marketing of products

or services or both, it is a necessity that they conduct market research in order to
be aware of the way things are taking place around them. Marketing intelligence is
the flow of information from outside the organization into the organization.
Marketing in intelligence provides the business firm with the information about
the macro environment of the business which in turn makes decision making by
the top management easier and more close to the actual scenario .
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.
69
6.1 Inception:
MRC department was established in 1987 with one senior product officer
and five market reach representative (MRR) under the CPM department. MRC
dept. divided the whole country into 440 territories under 20 regions. Headed by
the manager it is the market research representatives who do the task of market
survey. The department discloses the trend of increasing or decreasing market
share by compiling the received data from the marketplace.
6.2 Objective of the MRC Department:
"To provide accurate information that reflects accurate scenario about

the pharmaceutical market and industry”
6.3 Motto of the MRC Department:

"Find anything, Tell it like it is"
6.4 Manpower of the MRC Department:
Designation Number of Employees

Manager 1
Sr. MR Officer ~ 1
MR Officer 3
Asst. MR Officer 2
MR Supervisor (Office) 2
MR Representative 30
Total 39
6.5 Organogram of the MRC Department:
70
CEO
Director, Commercial
Manager, Basic Chemicals & MRC
Sr. MR Officer
MR Officer MR Officer
r
A.M.R.O A.M.R.O A.M.R.O A.M.R.O
A.M.R.O
MR Supervisor MR Supervisor
6.6 Activities of the MRC Department:
There are some specific activities that are carried out by the MRC department
71
on a regular basis. They are as follows:
1. Prepare statement of Prescription, Slip, OTC and also Product manual

movement report of BPL.
2. Prepare required product wise report of 20 BPL regions.
3. Prepare comparison of BPL with its competitors in the pharmaceutical
sector with a special emphasis on the successes of square pharmaceutical
company.
4. Prepare national product wise report of BPL.
5. Prepare monthly report.
6. Prepare monthly survey report in brief.
7. Prepare brand loyal doctors survey report for BPL.
8. Special survey report on some potential doctors given time to time by

CPM
9. Company wise survey report every month.
10. Prepare the report of yearly average percentage comparison of different

company.
11. Monthly territory wise percentage of BPL.
12. Prepare combined percentage (BPL & Formulation) every month.
13. MRC Dept. goes for official visit or unofficial visit to checkout MRR persons
doing their works properly or not.
72
14. Prepare the monthly tour plan & short tour
plan
15. Collect the data from the field through MRR
16. MRC dept sends the monthly reports to Marketing dept. & Sales dept. with
copy to the top management. It will help the management and sales team to
see the total scenario of the market in different angles.
6.7 Additional activities of the MRC Department:
Beside these activities which are directly related to the task of market
research, there are some other activities that the department of MRC carries out
which is nevertheless of much importance to the company and the department as
well.
Recruitment of MRR:
MRC Dept. recruits MRR (as well as officers) whenever required for the MRC
Dept. in co operation with the HR Dept. After giving the job vacancy
advertisement, HR dept. receives the CV of applicants. And after that HR dept.
sought the CVs according to their qualifications and then takes interview along
with MRC dept. Then HR dept. sends those selected applicants to MRC dept. And
after that MRC dept trained them.
Arrange Training:
The MRC dept. arranges month long training program to make a smart
73
prescription surveyor for the selected candidates, this training is headed by the
MR Senior Officer. Within the training program and after completion of training
programs MRC dept. takes some tests. If the trainee passes the test then he will
finally be recruited. Otherwise he will lose his potential job. It must be noted
here that the task of a market research representative is by no means easy and it
is indeed a challenging one. Without proper training it is quite impossible to have
an effective and efficient market research representative force that would be an
asset to the company and surely give it an edge over the competitors.
Serving Information As Per Need:
MRC Dept. also provide some useful and important information to the
Marketing dept. & Sales dept., like- name of the doctors who are prescribing
BPL products, competitive brands and those doctors who were previously
prescribing BPL product but has recently shifted to competitor’s brand. But this
type of analysis is done only on request Sales and Marketing dept.
Every month some special assigned reports is being submitted to Marketing dept.
& Sales dept. with copy to the top management along with the critical analysis
and interpretation of data which was received from the field that will help the
management, sales team and other departments who need it to understand the
total picture and situation of the medicine market at different shapes.
MRC Dept. sits for a short meeting headed by Manager, MRC at the end of the
month where important issues and total activities of the previous month are
discussed along with the further improvement.
Responsibilities of the Personnel of The MRC Department:
Manager:
74
 Responsible for the whole activities of MRC Dept.
 Give the instruction about further improvement of market research
methods
 Implement the MR strategy smoothly and properly
 Recruit the MRR in consultation with HRD
 Organize the monthly meeting at the end of the month
 Attend the monthly & quarterly meeting with the top management and
assist to analyze and interpret the data from the reports submitted by the
MRC Dept.
 Ensure a smooth work environment for the In-house employees
 Measure yearly performance of the employees
 Check out any sort of periodical report and sign wherever necessary.
 Maintain overall monitoring and control system
Sr. Officer:
 Compiling and preparing the monthly report of BPL products.
 Timely preparation and arrangement of the annual performance of the

MRRs.
 Examine and recommend monthly expense bill of MRR.
 Preparation of the monthly report.
 Arranging training of newly recruited MRR
 Sr. Officer will take the responsibilities of the Manager in his absence.
Officers:
75
 Compiling and preparing the monthly report of different region of BPL.
 Also assign field work to MRR for every region.
 Prepare tour program in consultation with other officers.
 Prepare New or Revised Product Manual once in a year.
 Prepare of product movement of BPL Products for all the regions.
 Give input of company wise data to the computer.
 Prepare single page data and monthly MRC data.
 Carry out any sudden assignment given whenever need arises.
 In the absence of any officer (in house employee) other officers will
perform their tasks.
 Beside these all officers must do some other extra work when needed and
required.
Market Research Representatives (MRRs):
 Visiting the chemist shops, hospitals and clinics according to the tour plan
to checkout the prescriptions, slips, and Over The Counter (OTC) drugs.
 Filling up the product manuals where the doctors' name, territory code,
starting time of visit, name of the MRR, name of the chemist shop and the
name of the prescribed medicine are written down.
 Prepare the summary based on the day long collected data.
 Send those summaries to the MRC Dept. by mail regularly.
For the efficiency of the MRRs, Product knowledge is a must. They visit the
76
specified 829 territories all around the year and need 2-3 days to visit a particular
territory.
Tour Plan:
Tour plan is a systematic procedure of when the MRR is to collect

information prescriptions from different chemist shops, hospitals and clinics
etc. Specified places are included in the tour calendar with a clear mention of
the name of the MRRs responsible for each of the specified regions. Currently
there are 30 MRRs in this department working in the field area.
MRC department develops a Tour plan based on the 20 regions of BPL. Under
each region there are some districts. For example, Dhaka-I region covers
Munshigonj, Manikgonj, Gazipur etc. MRC depatment also develops a Short
tour plan for those regions where number of territories is huge. One MRR can
not cover the whole region. In such cases MRC dept. arranges this short tour
plan for every month.
Normally tour calendar is prepared by the Sr. Officer, Officer, Asst. Officer.
They distribute different territories among 30 MRR by the serial of monthly
basis tour calendar. The working period of a tour is usually decided to be
around 20 days for every month.
77
Name of The Regions:
MRC Dept. divided the whole country into 20 regions to utilize their MRRs in a
better way and to do the survey activities more smoothly, effectively and
efficiently. There are 829 territories under the 20 regions. The name of 20 regions
are given as below ___
Name of the REGIONS
Dhaka – 1 Tangail Chittagong -1 Barisal
Dhaka – 2 Bogra Chittagong -2 Faridpur
Dhaka – 3 Rajshahi Cox’s Bazar Kushtia
Narayangang Rangpur Khulna Sylhet
Mymensingh Comilla Chowmohoni Moulovibazar
Figure: List of 20 regions of MRC Dept.
Time Period of Survey:
Survey tour time is very carefully allocated by the MRC Dept. of BPL. Every
78
regular survey tour time is 20 days long. The daily survey time of MRR is 8
hours. But it can vary depending on the situation. At least 2-3 days are needed
to visit each territory. And in case of a short tour, time is 8-10 days long.
Tour Plan of MRC Dept:
.
~ Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec
Route-1 Name of Name of Name of Name of Name of Name of Name of Name of Name of Name of Name of Name of
C tg-1 MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR
Route-2 Name of Name of Name of Name of Name of Name of Name of Name of Name of Name of Namc of Name of
C tg-2 MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR
Rarto-3 Name of Name of Name of Name of Name of Name of Name of Name of Name of Name of Name of Name of
C -3 MRR MRR MRR MRR MRR MRR MRK MRR MRR MRR MRR MRR
C t&4 MRR MRR MRR M KR MRR MRR MRR MRR MRR MRR MRR MRR
C -5 MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR
Rout" Name of Name of Name of Name of Name of Name of Name of Name of Name of Name of Name of Nam of
S -I MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR
Route-7 Name of Name of Name of Name of Nameof Name of Nameof Name of Name of Name of Name of Name of
S -2 MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR MR MRR
••Route-8 Name Name Name Name Name Name Name Name Name Name Name Name
Sylhet-3 -3 of MRR of MRR of MRR of MRR of MRR of MRR of MRR of MRR of MRR of MRR of MRR of MRR
Comilla-1 MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR
Route-10 Name of Name of Name of Name of Name of Name of Name of Nameof Name of Name of Name of Name of
Comilla-2 MRR MRR MRR MRR MRR MRR MRR MRK MRR MRR MRR MRR
Comilla-3 MRR MRR MRR MRR NIRR MRR MRR MRR MRR MRR MRR MRR
-Route-12 Name Name Name Name Name Name Name Name Name Name Name Name
Comilla-4 of MRR of MRR of MRR of MRR of MRR of MRR of MRR of MKR of MRR of MRR of MRR of MRR
M S -I MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR
Route-14 Name of Name of Name of Name of Name o( Name of Name of Name of Name of Nameof Name of Name of
M.S' 2 MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR
Ronte-l5 Name of Name of Name of Name of Name of Name of Name of Name of Name of Name of Name of Name of
M Sing-3 MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR
Route16 Name of Name of Name of Name of Name of Name of Name of Name of Name of Name of Name of Name of
Khulna-1 MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR
Route-l7 Name of Name of Name of Name of Name of Name of Name of Name of Name of Name of Name of Name of
Khulna-2 MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR
Route-l8 Name of Name of Name of Name of Name of Name of Name of Name of Name of Name of Name of Name of
Khulna-3 MRR MRR MRR MRR MRR MRR MRR MRR MRR -NM MRR MRR
Khulna~4 MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR
Route-20 Name of Name of Name of Mauve of Name of Name of Name of Name of Name of Name of Name of Name of
Barisal-1 MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR
Route-22 Name of Name of Name of Name, of Name of Name of Mum of Name of Name of Name of Name of Name of
B1 MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR h3RK
B2 MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR
Route-25 Name of Name of Name of Name of Name of Name of Nameof Name of Name of Name of Name of Name of
B3 MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR
-Route-26 Name Name Name Name Name Name Name Name Name Name Name Name
ofMRR of MRR of MRR of MRR of MRR of MRR of MRR of MRR of MRR of MRR of MRR of MRR
shahi-1 MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR
jshahi-2 MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR
Route-29 Name of Name of _ Name of Name of Name of Name of Name of Name of Name of Name of Name of
shahi-3 MRR MRR MRR MRR MRR iv1RFt MRR MRR MRR MRR MRR MRK
"Route-30 Name Name Name Name Name Name Name Name Name Name Name Name
N.G 1 of MRR of MRR of MRR of MRR of MRR of MRR of MRR of MRR of MRR of MRR of MRR of MRR
Route-31 Name of Name of Name of Name of Name of Name of Name of Name of Name of Name, of Name of Name of
Dhaka MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR MRR
79
Table-13: Tour Plan for Me MRR Source: Market Research Department (MRC), BPI
**Routes of Short Tour
The Way of Conducting Market Research:
After recruiting the MRRs, BPL goes for well equipped training programs
for a month long time. In that time the trainer trained them in a proper way to
conduct a sound survey.
After that they directly go to the assigned territories as per tour plan calendar. In
prescription survey the MRRs should be agile and prompt. They go to the
different chemist shops, hospitals, clinics, doctor's chambers, and health
complexes to cover their assigned survey.
Market research Method:
MRC Dept. follows the Observation method for their prescription survey.
There are two simple things basically MRR do in their survey period.
1. Standing beside the chemist shops and looking for prescriptions coming
and write down the products name in survey sheet.
2. Sometimes (if necessary) MRRs cordially ask for prescriptions to the
patients or their guardians to know the products prescribed.
Data that are collected:
In their survey, the MRRs quickly look at the different prescriptions and its
required elements such as:
 The Doctor's name
 Products name
 Name of the manufacturing companies
 Name of the clinic or pharmaceuticalcy, Etc.
80
Major Features of the Data Collection Process:
 The MRRs write down the information needed without disturbing anyone.
That means they gather surveyed information without disturbing any
patients or guardians of patients and pharmacy shop employees. This is a
point that BPL emphasize on very much and strictly follows this rule.
 To prevent biased information all Market Research Representatives

(MRRs) of BPL does not disclose their identification to anyone even not
to the Medical Representatives (MRs) of all pharmaceutical companies
including BPL.
 For conducting prescription survey BPL also provides some gift items
(like- pen, pad) to chemist shop for participating spontaneously in the
survey.
 One of the important aspects of the survey process showing honor to the
survey participants either it could be a chemist shop or patient.
 The MRRs of BPL are often allowed to survey other chemist shop which
was not enlisted in tour calendar for gathering more and variety
information as any one wish.
 If any MRR becomes sick on a tour which is natural given the tiring
procedure that they have to go through, a replacement is instantly sent
who performs the remaining research work.
 The MRRs of BPL always prompt to collect data. They never allow
prescriptions that are 2 to 3 months old to be considered in the research
process.
81
This is the entire procedure for the research process of the MRRs. The MRRs
visit the pharmaceuticalcies to survey the prescriptions, slips and OTC drug.
They fill up survey forms which include the surveyor’s name, spot’s name,
doctor’s name, territory code, visiting time and date, name of the prescribed
medicines and other necessary data. From these data the surveyors make
summaries of the collected data. Only the name and type of the product along
with the name of the manufacturing company is mentioned in the summary.
82
Flow Chart of the Survey:
1. MRC dept. makes tour plan &

distributes the regions among
the MRRs
2. MRRs are sent to the survey

spots according to the tour plan
3. MRRs Collect the prescription

data from the selected spots
using all their skills and
applying their product
knowledge
4. MRRs make summaries from

the collected data & send them
to the MRC department by mail
on a regular basis. This data are
entered into the computerized
database immediately
5. Finally After completing the

survey tour MRRs return to the
MRC department as per
schedule
83
Format of Survey Sheet:
BEXIMCO Pharmaceuticals Ltd.

Market Research & Statistical Cell(MRC)
Territory Code:
r
Name of the MRR:......................................................................
Name of the Chemist
Shop…………………………………………………………………..
Address:........................... .................... . .. . . . .. . .
Date::.: .............. . ..........................
Starting Time: ............ ................... Ending Time............................
Doctor's Name Products Name
Figure: Format of Prescription Survey Sheet

Source: Market Research Department (MRC), BPL
84
Analysis of Survey by the Company:
MRRs of BPL gather information from the different territories by

prescription survey and send the information to MRC dept. The MR Officer
receives different summary reports and prepare product wise Tally sheet. After
that this information is put into computer by Area Sales Executive's (ASE's) sheet
wise and its result goes to Regional Sales Executive's (RSE's) sheet. All RSEs
sheets result accumulated in a unique picture that is called national result. National
result is the real picture of entire situation of prescription survey. And it will
compare to the other companies national result. By this way MRC Dept. prepare
the Monthly Report.
Top level management will make further company decision depending on this
monthly report. Monthly report is printed in different forms. Usually 4 or 5
types of monthly report MRC dept. prepare. Such as:
 National product wise report,
 Required product wise report,
 Comparison report,
 Brand loyal doctor's survey report etc.
MRC Dept. also conducts Half-Yearly and Yearly report beside this monthly
report. These are all summarization form of monthly report.
Bangladesh pharmaceutical industry is a very competitive market along with

near about more than 300 pharmaceutical companies. Most of the company
straggles for not having better marketing decisions. In absence of sound
information, any decision may result in huge damage for the company. So,
market research can make a big difference among the companies. And a well
structured survey process can provide relevant, current, valid information to
85
management to make appropriate decision whenever required.
Problem Areas:
Even the rose has a thorn. So there is every reason for the market
research activities to have drawbacks. These pitfalls are some areas where the
company should always be aware of. Otherwise they may end up making
important strategic decisions based on the wrong information.
When the collected data are analyzed there are some problems that arise in
front of the researcher. This is because sometimes collected data does not give
the real scenario of the pharmaceutical market. There are some reasons behind
it which are given below:
 Sometimes Medical Promotion Executives (MPEs) of BPL tries to

influence the doctors to prescribe BPL's product as much as possible
when MRRs conduct their survey. This means that the survey serves as a
catalyst to the sale of the company’s products but at the end of the day it
fails to portray the real picture. For that day BPL's prescription output is
high but this is not the actual scenario of the pharmaceutical market.
 In prescription survey, sometimes when doctors prescribe only 2 or 3
companies' products in his prescription BPL may not present. This may
happen due to the specific case of the patient and it may be that in that
particular case BPL actually doesn’t have a product to offer. So it is not
a competitor in that particular segment. This situation is also not
showing the real picture of the pharmaceutical market. Making decisions
based on such data would not be the best of responses.
 Sometimes MPEs of BPL sends the false prescription with BPL's
products to the chemist shop with intention to increase his performance.
For that reason the real circumstance falls behind the screen. This is not
the actual condition shown in the data.
86
 Sometimes in the chemist shop the prescription movement could be low
and after the survey period only 5 to 7 prescriptions could be collected
with only a handful of BPL’s products prescribed by the doctors. This
situation also not shows the real scenario of pharmaceutical market and
may well be an exception. Exceptions are surely not a solid foundation
for decision making.
Format of Tally Sheet
F. S. Base: Location: Month: Total Working

Days:
Neoceptin-
Neotack Ranitid Ranidin Zantac Ulcer Others Total
R
Neofloxin Ciprocin Ciprox Cipro-A Quinox Ciprozid Others Total
Bactamo
Tycil Fimoxyl Moxacil Moxin Sk-mox Others Total
x
Napa Fast Ace Apa Xcel Parapyrol Others Total
Proceptin Seclo Losectil Ometid Cosec PPI Others Total
Locidol Anadol Tramal Doloran Tranal Trumen Others Total
Relentus Sirdalud Mydocal Myolax Myonal Others Total

m
Xidolac Emodol Toradol Todol Rolac Etorac Others Total

Table: Tally Sheet of F. S. Base
Source: Market Research Department (MRC), BPL
87
Impact of Survey:
 Market survey shows the accurate picture of the present market condition of
the pharmaceutical company.
 Market survey is the path to determine the present market demand of
pharmaceutical products.
 It shows the real picture whether BPL's selected and specific doctors have
written down its product continually or not.
 It helps to identify the necessity of promotional activities for the various
products that the company is offering or is planning to offer to the market.
This is usually aimed at the chemist shops or the doctors. It will also specify
individual product promotion strategies for the old as well as new
pharmaceutical products.
 Market survey enables the company to recognize competitors' achievements
as well as identify their areas of failure and their possible causes.
 Its summarized result may be of much help to the different field forces by
providing relevant information about pharmaceutical products, doctors or
chemist shops.
 This surveyed result will assist to provide sufficient market information to
Marketing Dept. by giving different types of reports and by keeping them
up to date with the latest changes as they take place in the actual
marketplace.
 It will help to determine pharmaceutical market share along with different
branded products’ market share. This ensures the benchmarking of the
company in terms of advancements made by the competitors in gaining
market share.
 Survey result is used to determine the overall MPEs, ASEs and RSEs
performance for a certain period.
88
 It helps to identify which product is more popular in which region.
According to this information company will take further promotional
activities the problem areas and cash in on the areas where it can really
gain a stronghold by undertaking position defense strategy.
 It enables the company to gather much needed information on the product
demand level of the existing products as well as forecasting the future for
the new products once they are launched by the company.
89
Market Research as a Competitive Advantage:
The pharmaceutical sector of our country is a very competitive one. There

are almost 300 licensed companies operating in the market. The pharmaceutical
industry is one of the fastest growing markets of the country. In the year 2006, the
size of the pharmaceutical sector is expected to be Tk. 4000 crore with an annual
growth rate of 12%.
At present, Bangladesh produces about 97% of its domestic needs and has turned
to be a medicine exporting country within a short span of time. Now more than
95% of the local demand of medical products is met by the local production.
Bangladesh is placed in such a unique position that it can bring revolution in its
pharmaceutical sector if the country could capitalize on the available
opportunities optimally. Both Research and Marketing dept. can make a huge
impression for the improvement of a pharmaceutical company in this aspect. By
providing valid and most important market data to the Marketing dept., Market
Research dept. assists in taking crucial steps to grab those best opportunities as
much as possible.
In order to consolidate its position in the market BEXIMCO undertakes market

research activities to better serve the market and to address the needs of the
influencers in a better way than the competitors do. A look at the market research
activities performed by the leading pharmaceutical companies would provide us
with an insight into which company has the advantage when it comes to the area
of market research.
90
BEXIMCO ’s Challenges:
Nowadays competition is very intense among the top listed pharmaceutical

companies. As the market challenger BPL always tries to assess its competitor’s,
especially the market leader’s movement. BPL believes that "If you want to
defeat your opponent then you must know what your opponent is doing". That
means one must know the real information of his competitor. Like, the strengths,
weaknesses, and if possible what the opponent is thinking to do next. In the
pharmaceutical market Square Pharmaceuticals Ltd., Incepta pharmaceuticals
Ltd., Acme Laboratories Ltd., Opsonin Chemical Industries Ltd. etc. are the
major competitors of BPL. In this competitive market, any company makes a
difference against its competitor by gathering the market related valid data and
utilizing them. So, Market Research dept. plays a vital role for the enhancement
of the overall profitability and the market share of the company.
MRC Department At BEXIMCO : At A Glance:
Strengths:
 Well trained MRRs

 Well structured management
 Well structured & systematic survey method
 Realistic & up to date marketing information provider
Weaknesses:
 Doesn’t use any type of data analyzing software
 Little bit biased result
91
 Not adequate number of MRRs
Opportunities:
 Can use some data analyzing software
Threats:
 Not up to date with research technology.
Competition:
92
7.1 Square Pharmaceutical Company Ltd.
Square, Pharmaceuticals Ltd. (SPL) is the market leader of the

pharmaceutical industry in Bangladesh with 14.5 % of market share. Square has
been successful over the last few years to hold on to its leadership position
against its competitors. It has been constantly been in the market leader position
among all national and multinational companies since 1985.
Initially Square had its own market research dept. But after some years the
department was closed due to some problems. Interestingly it did maintain its
market leadership position and actually it very effectively consolidated its
position without even having a separate market research department, something
its competitors with separate market research departments couldn’t do. Recently
Square again started its research dept. In the closing period Square assigned its
research activities to the market research firm.
Research Process:
Square conduct its survey activities all over the country. Square divided
the country into 22 regions. And under the research dept. there are almost 100
market surveyors to do their job for Square. Square collects almost every type of
information regarding the pharmaceutical market. And research dept. tries to find
out the condition of pharmaceutical market, market share, position and market
growth rate of different companies, competitors' activities, detail of new product,
eliminated product and most revenue earning product. And also finds out the
position of brand loyal doctors.
The research dept. develops a tour plan for every month. According to this tour
plan Square conducts its market survey for whole month all over the country.
93
Square use observational method for collecting the prescription data. And their
targeted place of survey is chemist shops, clinics, hospitals, doctor's chambers
etc. Every tour period time is 18-20 days long. Square's research dept. makes a
huge impact on marketing decisions. With the report of research dept. Square
makes a safest position against its competitors.
Market Research at Square Pharmaceutical Ltd.:
Strengths:
 Well structured management

 Provides proper market information
 Adequate number of market surveyors
 Prepares the report by using considerable amount of data
 Uses data analyzing software effectively
Weaknesses:
 Survey report is a little bit biased
 Market surveyors are many but only a few are enough experienced
Opportunities:
 Hire qualified & experienced market surveyors
Threats:
 Can not avoid to collect the biased data
94
7.2 ACME Laboratories Ltd.:
The ACME Laboratories Ltd. is one of the top 5 listed companies in Bangladesh
pharmaceutical industry. Acme holds the third position based on market share
with 8.00% and is a hard competitor for top listed companies. Acme has its own
market research dept. during the year of 1995. After starting the research dept.
Acme smoothly run its survey activities all over the country. Acme divided the
whole country into 17 regions. And Acme has 80 employees in the Marketing
Information Service Department (MISD). Acme conducts the survey on two
things; one is basic chemical that means raw materials (like Paracetamol), and
other one is finished product that means medicine in prescription. Acme assigns
a research firm for conducting the basic chemical survey. Acme basically tries to
find out the condition of pharmaceutical market, market share, position and
market growth rate of different companies, competitors' activities, detail of new
product, eliminated product and most revenue earning product. And also finds
out the position of brand loyal doctors.
Research Process:
Acme research department makes a tour plan for every month and survey tour
period time is 1520 days long. Acme does not cover all the country at a time for
survey. Acme uses observational methods for prescription survey. Survey team
collects the data from the chemist shops, clinics, hospitals, doctor's chambers etc.
Beside this, Acme collects the pharmaceutical market information from
International Medical Statistics (IMS). Based on the survey report Acme takes the
marketing decisions whenever required. With this information Acme is trying to
reduce the gap with the market challenger and leader.
95
Market Research at ACME Laboratories Ltd:
Strengths:
 Well experienced market researcher
 Provide valid & up to date marketing information on time
 Adequate no. of market surveyor
 Preparing the report by using huge data
 Uses data analyzing software
Weaknesses:
 Survey report is little bit biased

 Does not give the whole country's survey result at a time
Opportunities:
 Can conduct basic chemical survey by own dept.
Threats:
 Can not avoid collecting the biased data
96
7.3 Opsonin Chemical Industries Ltd.:
Opsonin Chemical Industries Ltd. is one of the well established companies

in the Bangladesh pharmaceutical market. Opsonin occupies 8`h position in this
sector with 4.00% of market share. Opsonin does not have its own market
research dept. Opsonin conducts its research activities through a research agency.
The appointed research agency makes the monthly reports on the current scenario
of the pharmaceutical market and sends those reports to the top management of
Opsonin. The research agency conducts its survey activities by its own surveyors.
The agency collects prescription data and pharmaceutical market related data from
the whole country. But the agency does not cover every potential rural areas of
Bangladesh. Research agency collects huge number of data but in terms of valid
information there is always a question and also a question on the monthly report of
pharmaceutical market. Research agency conducts its survey to chemist shops,
clinics, hospitals, doctor's chambers etc.
Opsonin takes its every marketing step by observing pharmaceutical market

condition, market share, market growth rate, competitors' activities etc. With some
strong and some weak points Opsonin rely on the research agency's report and
Opsonin is going well in its business arena by competing with its competitors
based on the market research findings it is provided with.
Market Research at Opsonin Chemical Industries Ltd:
Strengths:
97
 Well experienced and professional market researchers
 Adequate number of market surveyors
 Preparing the report with the help of a considerable amount of data
 Uses data analyzing software
 Provides specific information as per requirement
Weaknesses:
 Survey report is little bit biased going in favor of the company
 Not every potential area is covered by the survey.
Opportunities:
 Can set up a research department of its own
 Can take initiatives to cover all the potential areas in order to have
a more convincing research output which would enable better
decision making.
Threats:
 It is a near to impossible task to avoid being provided with biased
data.
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7.4 Incepta Pharmaceutical Ltd.:
Incepta is now the pharmaceutical company within the industry that is
making quick grounds and has achieved considerable success over the last few
years. It is indeed the company with a purpose and is already forcing the larger
competitors to rethink their strategies. It occupies the 3 rd position in terms of the
value share (According to IMS 2 nd quarter, 2006). On the other hand it occupies
an even more impressive 2 nd position in terms of the Prescription share
(According to 4Ps Prescription analysis).
Incepta pharmaceutical Ltd. has no research department of its own. It collects

its data from the sales representatives who does the field work of actually selling
the products of the company in the market. They can provide a near accurate
picture of what is actually going on in the market place in reality. Sometimes
they are asked to collect specific information when they are on a field trip. The
main purpose of collecting this information is to learn about the market share of
the company, brand popularity, competitors’ activities as well as the market
trends. These data are used to make managerial decisions on what the company
is going to do next and how it should react to the changes in the market.
So even though the company has no separate department for the purpose of
conducting market research, research activities are carried out by the sales and
marketing team from time to time. In order to get data on the market share the
company depends on the information provided by the IMS (Information
Management Strategy).
99
Market Research at Incepta Chemical Industries Ltd:
Strengths:
 Well experienced and professional market researchers provide much

needed as well as more accurate information on market share and
prescription share.
 Not much extra effort is required for market research as the sales
team and the marketing team performs it to some extent.
 Minimum expenditure
 Provides specific information as per requirement
Weaknesses:
 Survey report is little bit biased going in favor of the company
 Not every potential area is covered by the survey.
Opportunities:
 Can set up a research department of its own
 Can take initiative to provide training to the existing sales force on
market research so that they can collect the desired data in a more
efficient manner.
Threats:
 It is a near to impossible task to avoid being provided with biased
data.
100
Findings of the Study:
On the basis of the questionnaire survey, theoretical analysis and practical

experience of the internship program, the following findings have been identified:
 Market Research Procedure:

1. MRC dept. makes tour plan &
distributes the regions among
the MRRs
2. MRRs are sent to the survey

spots according to the tour plan
3. MRRs Collect the prescription

data from the selected spots
using all their skills and
applying their product
knowledge
4. MRRs make summaries from

the collected data & send them
to the MRC department by mail
on a regular basis. This data are
entered into the computerized
database immediately
5. Finally After completing the

survey tour MRRs return to the
MRC department as per
schedule
101
 The market research representatives conduct their survey in the assigned
areas for the duration of a month. After that they are assigned a different
area for surveying in the following month. This is done to avoid any kind of
surveyor bias. The representatives follow the observation method. They
collect information from the prescriptions when the patients come to the
pharmacies. The market research representatives at BEXIMCO are indeed
skillful and patient in collecting data which are prerequisites for such a job.
 The research findings show that the market research activities that are
currently undertaken by the company do play a role in the decision making
of the top management. Especially the study shows that the market research
activities of the company are very effective in collecting reliable and timely
information about the current scenario of the market in respect to the
market share. It also gives a clear picture of the position of the market
leader and enables the company to assess its performance in comparison
with the market leader.
 The analysis of the strengths and weaknesses of the market research

activities of the market research department at BEXIMCO shows the
following attributes
Strengths:
a) Well trained Market research representatives
b) Well Structured Management
c) Well Structured and systematic survey method
102
d) Provides realistic and up to date marketing information
Weaknesses:
a) Doesn’t use any type of data analysis software
b) Biased results are provided
c) Not adequate number of market research representatives
 Comparing the market research activities of the various pharmaceutical

companies reveal that BEXIMCO is different in some particular areas:
a) Pioneer in market research
b) Experience
c) Personnel
d) Effective Structure
e) Extensive Training
f) Objective based Research
g) Minimum Bias
h) Benchmarking
i) Geographical coverage
j) Exploring New Markets
 Interviewing the market research personnel reveals that the market research
representatives are of the opinion that there are still some areas where
BEXIMCO can make some improvements. The major improvement focus
suggestions are:
a) Improve technological Support
b) Introduce performance awards
c) Broader Focus
d) Hire professional researchers
103
e) Shorten tour duration
Points of Difference
Point of difference is an advantage over the competitors gained which delivers

better and greater value than competitors do. It is a must to be unique and superior
to competitors. MRC Dept. of Beximco Pharmaceuticals has some point of
differences which are given as below ___
 Pioneer in market research:

BPL is the pioneer when it comes to the establishment of the market
research department as far as the pharmaceutical sector is concerned.
Traditionally the pharmaceutical companies in our country did not pay
much heed to the need for market research. But Beximco realized that
market research would definitely give it an extra edge over its competitors.
Hence it has the distinction of being the initiator in market research in the
industry and others only followed suit.
 Experience:
Because Beximco is the first in the industry to introduce the concept of the
department of market research it has the most experienced market analyzers
as well as market surveyors than its competitors. This certainly
differentiates it from the rest of the competition. Other companies can adopt
the market research strategies and techniques that are applied by the
company but they cannot copy the experience that is behind the successes
of the research department. Experience enables the company to assess the
situation at a particular time. This also strengthens the company’s ability to
react to the changes in the market place by convincing management about
the findings of the research. So this is a major point of difference.
104
 Personnel:
Market research is such a work that requires the field workers to be very
much skillful. Beximco understands this. That is why the MRC Department
of BPL hires more qualified and self motivated work force than its
competitors. They are screened thoroughly in order to find the right persons
for the job. Qualified personnel are the major strength of a pharmaceutical
company.
 Effective Structure:
Compared to the research activities of the other companies in the market,
MRC Department has a well structured and smooth technique of survey.
The whole procedure is very well framed so that it can serve the proper
purpose and that the efforts are not spent haphazardly. This is exemplified
by the well planned tour plan that they have.
 Extensive Training:
Training has no alternative to having an efficient company. MRC
Department is conducting a month long training program and different tests
to make a smart, experienced & expert surveyor. Getting the right
information without annoying the respondents demands a lot of skill as well
as patience.
 Objective Based Research:

Beximco trains market research personnel especially to perform their tasks
more effectively and efficiently. They don’t just leave it to the common
sense of the surveyors but rather the surveyors know the art of collecting
the required data from the target audience be it the patients for their
105
prescription or be it from the chemists or others involved in the marketing
of medicines.
Unlike some other major players in the pharmaceutical industry Beximco

has persisted in the continuation of the activities of the department of
market research and statistical cell.
 Minimum Bias:
Another major point of difference from the competitors is whenever a
surveyor of Beximco visits a particular territory in his assigned month. He
is not sent again to that particular region in the following month. This
strategy has been successful in order to avoid the misrepresentation of facts
about the real market scenario. In such a situation the surveyor cannot
manipulate the survey findings in a way that would please the company.
 Benchmarking:
The analysis about the market research activities of the Beximco
pharmaceuticals shows that unlike other competitors, Beximco usually uses
the market research data to find out its position as the market challenger in
comparison with the market leader. This is very common with each and
every research activity that the company carries out through its MRC
department. So the market research activities serve as a useful tool to
benchmark the company against the rest of the market.
 Geographical Coverage:
As one of the leading manufacturers of pharmaceutical products Beximco
covers the whole country through its market research activities. Many other
companies focus on particular geographical areas for coverage or do not in
fact have the resources required to carry out the research activities
106
throughout the country. But being a leading firm of the industry, Beximco
has the ability to do so.
 Exploring New Markets:

Beximco can easily explore newer markets because it also goes to conduct
research work in remote areas where their conventional distribution network
doesn’t work. This helps them to find out the markets where there is a demand
for medicine that the company can supply but are at present untapped. It also
gives them an edge over the competitors if there is a potential market that
Beximco is the first to find out.
107
Recommendations for Improvement
In order to succeed in business today each and every organization must be

able not only to find out the needs and wants of the customers as well as the other
parties involved in marketing but also it must be able to do it continuously.
Otherwise it would lag behind the competition.
After my experience of doing my Intern at Beximco I think the following issues
could be addressed by the company management as well as the following
measures could be undertaken by them to improve the efficiency of the market
research department in supplying the management with valuable information that
would consequently pave the way for further consolidation of its current position
in the industry.
 Improve Technological support:

Adaptation of more advanced technology in their research process
would certainly make the research department much more effective.
Uses of Modern softwares in all departments for accomplishing the task
would benefit the organization to a great extent. Use of SPSS software
will make the analysis of the collected data more effective and more
efficient. It will also save a lot of time and energy.
 Performance Awards:
In order to make the research work much more productive there is no
alternative to having an energetic and enthusiastic workforce. The
research activities carried out by the department of market research and
108
statistical cell requires a lot of hard work, patience and is also physically
demanding. There is every possibility that the surveyors who the field
work in adverse conditions may become frustrated or bored which
would in turn hamper productivity. So the organization should seriously
address this issue and focus on helping out the field workers. One step
forward in this direction is the introduction of performance awards for
the employees of the market research department. This would surely
provide them with the incentive to work for and would also highlight
the importance of their work.
 Broader focus:
BEXIMCO usually collects most of the market information with a focus
on the gains made by the market leader square pharmaceuticals Ltd.
Each and every employee engaged in the field as well as those involved
in entering as well as analyzing the data know that the main in
formation that the company tries to get is how square is doing and how
BEXIMCO is doing in comparison to them. Although it is a very
effective way to benchmark its position in the market it does make the
focus of the market research activities narrower than it should be. In
such situation the company may easily overlook the real threat by
someone other than the market leader which would take them by
surprise.
This has already started to take place as incepta pharmaceuticals is

going great guns in recent times although it is a much smaller firm than
BEXIMCO. In an effort to focus on the market leader square the
company forgot to watch out the progress made by firms like incepta.
109
 Hire professional researchers:
It has to be agreed that BEXIMCO has many of the most experienced
researchers in the field of the pharmaceutical industry. But yet there is a
need to stay in touch with the latest advancements made by the area of
marketing research. Acquiring this knowledge may provide the
company with the innovative ideas that would ultimately lead to the
improvement of the market research activities and the richness of the
output.
One way of doing this is to hire professional market research firm who
continuously do only research work for their clients throughout the
world. They are rich in knowledge about marketing and do stay up to
date with the current changes that are taking place. This would enable
them to suggest BEXIMCO what changes in the current format would
benefit the company and how they can modify the set up without
disturbing the make up of the organization.
 Shorten tour duration:

The tour plan of the company is very well structured and is followed by
the employees accordingly. But the duration of a month is too long for
the market surveyor, especially considering the hard work that has to be
done.
110
Concluding Remarks
BEXIMCO has a firm footing in the pharmaceutical industry of our

country. The visionary leadership of the top management combined with the hard
work of the personnel in the organization the company is going strong. It is trying
its best to occupy the market leader’s position. It does have the potential to
become the market leader. And in this respect the market research department can
go a great length to improve the performance of the company and making sure that
the company is successful in identifying newer opportunities quicker than its
competitors and can reach the market before others do.
‘Success is a journey and not a Destination’, the companies that would be the
leaders today are the ones who knows what is going to happen tomorrow and
shape their strategies accordingly. The organization to look out for in this
millennium is the one that is the most efficient. Efficiency in the company
operations as well as efficiency in the performance of the people in the
organization is essential for success.
Market research activities give an insight into what can happen in the future based
on the market trends which in turn is a useful aide to the decision making authority
of the company. So there is no alternative to market research. Therefore
BEXIMCO should also take into serious consideration the findings of the market
research department and modify the research process to keep up with the demands
of the day.
In fine it must be said that with the improvement of the research process and with
the availability of reliable field data to be used as input into decision making,
111
BEXIMCO is sure to succeed in the long run and truly lead the pharmaceutical
field by becoming a visionary company.
Questionnaire For
Effectiveness of Market Research of A Pharmaceutical Company:
A Bangladeshi Experience
[Please give a (√) mark on your answer and fill up the blanks with answer]
1. Name of the company … … … ….
2. Does your company conduct the market research? [Yes / No]
3. Does your company have a market research department? [Yes / No]
4. Establishment date of the market research department. (........................ ]
5. What are the methods of research?

a) Observation method b) Survey method c) others
6. How many market researchers do you have? ... …
7. What are the qualifications of the market researchers?

a) SSC b) HSC c) Honors d) Masters
8. Do your company or research firm uses any data analysis software for
research activities? [Yes/No]
8. Do you think this is the right way to survey? [Yes / No]
If No, why? ................. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

...............................
10. Does your department or research firm cover the whole country for
survey?
[Yes / No]
112
11. Do you identify a problem before conducting a survey? [Yes / No]
12. Basically what are you trying to find out from research data?
a) Market Share b) Brand popularity c) Competitors’ strength d)Others … …

…
13. Which one is your target place for survey?
a) Doctor's Clinics b) Chemist Shops c) Hospitals d) Health Complex

e) others . . . .... . . . . . . . ....
14. Are you satisfied with the result of survey team? [Yes / No]
If No, why?
15. Does your company take the marketing decisions based on the survey
report? [Yes/ No]
16. Do you think research firm gives biased result which is most of the time in
favor of the company? [Yes / No]
If yes why? ............................................................................................
17. Does your company or research firm face any type of problem while
conducting market research? [Yes/No]
18. How does the company solve these types of

problems? ............................................................................................................
19. Do the field representatives get fixed targets for collecting the data from the
field?
[Yes / No]
113
20. What is the current position of your company based on market share?
[............... ]
Any important comments & thoughts about research activities of

Pharmaceutical companies … …
……………………………………………………………………………………
……………………………………………………………………………………
……………...
( T h a n k y o u f o r y o u r c ooper ation)
114
References:
1) Malhotra.N.K., Marketing Research(4th Edition)

2) Kotler.P, Principles of Marketing(11th Edition)
3) Kotler.P & Keller.K.L, Marketing Management(12th Edition)
4) Annual Report of BEXIMCO Pharmaceuticals Limited, 2005
5) Annual Report of BEXIMCO Pharmaceuticals Limited, 2004.
6) Quick Index for Medical Product.
---------------Vol-10.
7) Quick Index for Medical Product.
----------------Vol-12.
8) www.beximco-pharma.com
7) www.beximco.org
115

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Introduction

Unlike many other products and services medicine or drugs is directly

1.3 Objective of the Report:

 To fulfill the requirement of MBA degree as necessitated by the

 To find out the market research procedure as followed by BEXIMCO.

1.4 Research Methodology:

SEARCH FOR SECONDARY DATA

1.5 Data Collection:

1.6 Limitations of the Study:

MARKET GROWTH RATE

3.1 CORPORATE SCENARIO

BEXIMCO is the largest business conglomerate of the private sector in

BEXIMCO practices an appropriate combination to delegate authority and

3.2 Mission of The BEXIMCO GROUP

3.3 Concerns of the BEXIMCO Group

Textile Division Chemical Division

Jute Division Real State & Construction

Marine Foods Division IT Division

Training Division Media Division

Ceramic Trading and Others

Figure 01: Corporate Structure

The number of companies in each division is different. The companies of

The divisions of the BEXIMCO group have been introduced as following in a

REAL ESTATE & CONSTRUCTION

This division is comprised of the following companies:

BEXIMCO PHARMACEUTICALS LTD.

PHARMATEK CHEMICALS LTD.

I & I SERVICES LTD.

BEXIMCO PHARMACEUTICALS LIMITED:

The commissioning of BPL's Basic Chemicals Unit in 1990, established a very

4.2 Subdivisions of the Chemical Division:

BEXIMCO Chemical Division

BPL operates its business through extensive departmentalization as needed.

 Central product management (CPM) department

Asst. sales manager (2)

Regional sales controller (10)

Field supervisor (5-8)

Medical Representative ( 4-5 under each)

Figure 02: Managerial Hierarchy of Sales Department

Training department is to provide the training to the medical representatives of

 Induction Training Programs (for MRs )

Though separately dealt before, recently software department has been

This is a supporting department that provides services (e.g., slide preparation,

Market Research & Statistical Cell:

Market Molecular Development Analytical Stability

Researchh Sample Method Dev.

The department also provides audio-visual aids to other departments of the

Finance and Accounts Department:

 Cost and budget section

Accounts section is there to maintain all records and transactions. it is automated

Basic Chemicals and Multipurpose Chemical Plant

4.5 Major Achievement of BPL:

2003 : Received ‘National Export Trophy (Gold)’for consecutive 2 years (1998-

2005: Merger of BEXIMCO Infusions Ltd. With BEXIMCO pharmaceuticals

4.6 Products of BPL:

BEXIMCO Pharmaceuticals Limited does not simply believe in

BEXIMCO offers a comprehensive range of about 80 formulations in various

BRAND NAME DOSAGE FORM GENERIC NAME & STRENGTH

Lucidol Capsule Tramadol. HCI 50mg

Napa Tablet Paracetarnol 500 mg

Drops Paracetamol 80 mg/ml

ANTACID & ANTIFLATULENT

Flatarneal-DS Tablet Al Hydroxide 400mg.MgHydroxide

Suspension Al Oxide 200mg. MgHydroxide