ON

GSK

Submitted to:-
CHITKARA COLLEGE OF SALES AND MARKETING
in partial fulfillment of the requirements from the award of degree of
MASTER OF BUSINESS ADMINISTRATION
In Pharmaceutical sales and Marketing
Submitted by:- Supervised by:-
ASEEM
Rollno:- 1925981515 ----------------------

TO WHOMSOEVER IT MAY CONCERN

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This is to certify that the project titled “_____CAPSTONE REPORT-2____” carried out by
Mr./Ms.____ASEEM__ (student name), S/o or D/o___VINAY SHARMA___ (Father’s
Name) has been accomplished under my guidance & supervision as a duly registered MBA
student of Chitkara University. This project is being submitted by him/her in the partial
fulfillment of the requirements for the award of the Master of Business Administration from
Chitkara University.

His dissertation represents his original work and is worthy of consideration for the award of
the degree of Master of Business Administration.

(University Supervisor)

DECLARATION

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I, "______ASEEM__________________________”, hereby declare that the work presented
herein is genuine work done originally by me and has not been published or submitted
elsewhere. Any literature, data or work done by others and cited in the report has been given
due acknowledgement and listed in the reference section.

ASEEM

_______________________

(Student's Name & Signature)

(Roll No.) :- 1925981515

Date: __________________

ACKNOWLEDGEMENT

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I would like to express my special thanks of my gratitude to the
university for giving me this opportunity. This has been a great
journey so far.

I am deeply indebted to all the faculty

members & my whole GSK team without whose the
constructive feedback of this project wouldn’t have been
successful.

The valuable advice & suggestions for the

corrections, modifications & improvement did enhance the
perfection in the report

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 Executive summary

This is an attempt to know how the theories can be applied to a practical situation.
As a student of the Chitkara university it is a part of the course for the everyone to
undergo this capstone at some good organization .So for this purpose I got the
opportunity as internship as a medical business associate at GSK with fortiori
division.

In the first part of the project report, the general

information of the company has been collected .Information is gather from primary
and secondary sources as well.
In the second part of the report ,it contains the
specialize subject study. Objective of the project is to work on the GSK various
strategies to promote or study the different brands and make it available at every
counter.

In this my focus was on how to reach the target

and communicate them about the brands and its advantages .The next was to select
the appropriate medium so has to reach the maximum possible target audience by
utilizing minimum resources.

This report includes and provides the depth

information about how GSK perceives their view about the market which is the most
important factor. The collective data primary information about various players in the
market about the promotion strategy about the company.

In my city/headquarter that is BEAWAR ,the

average health care professional are becoming health conscious and feeling the need
to get in the health care market .Although they are having various right places to go
they do not have right people to them and so this is the place where opportunity lies.

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 Table of contents:-
I. Introduction to the Company:

 Organizational Structure of the GSK

 Details of CEO
 Business Model(Details of MD)
 Turnover
 Competitive Analysis
 Product Portfolio Analysis
 CSR Initiatives

II. Introduction to particular Store/Division where internship/job is

undergoing

 Catchment Area Analysis

 Store Hierarchy
 Target/Goal Setting, Appraisal & Incentive Policy
 Training & Development
 Team Management
 Promotional Activities organized at store/division level.

III. Job Profile

 Position held
 Job description
 Key responsibilities
 Individual Achievements/awards

IV. Details of the Specific Projects/Assignments assigned by the company

 Assignment assigned by the GSK during lockdown

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V. Key Leanings from on the Job experience
 Learning regarding Planning & Decision Making
 Market Research & New Product Development
 Consumer Behavior & Branding
 Learning regarding Marketing & Promotions (ATL & BTL Activities)
 Learning regarding Visual Merchandising
 Learning regarding Inventory Management
 Learning regarding Customer feedback & Grievance Handling
 Learning from any critical incident faced during job

VI. Conclusion

VII. Recommendations to the Company

References and Bibliography

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 1. A GLANCE TO THE COMPANY

 GLAXOSMITH KLINE is a British pharmaceutical company, headquartered

in Brentford, London.
 Established in 2000 by the merger of Glaxo wellcome and Smithkline
Beecham.
 GSK was the world's 9th largest pharmaceutical company as of
2020,after Pfizer, Novartis, Merck, Hoffmann-La Roche and Sanofi.

We globally provide our services with:-

 Pharmaceutical medicines

 Vaccines
 Consumer healthcare products

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1.1 EXECUTIVES BUSINESS MODEL

Emma Walmsley became CEO on 31 March 2017 and is the first

female CEO of the company. Emma was appointed to the Board as Chief Executive
Officer Designate on 1 January 2017 and became Chief Executive Officer on 1 April
2017. She is a member of the Corporate Executive Team.

Prior to becoming Chief Executive Officer, Emma was the CEO of GSK Consumer
Healthcare, a Joint Venture between GSK and Novartis, from its creation in March
2015, and has been a member of GSK’s Corporate Executive Team since 2011. She
joined GSK in 2010, with responsibility for Consumer Healthcare, Europe.

Before joining GSK in 2010, Emma worked with L’Oreal for 17 years where she held
a variety of marketing and general management roles in Paris, London and New York.
From 2007 she was based in Shanghai as General Manager, Consumer Products for
L’Oreal China.

Emma joined the Microsoft board as an independent director in December 2019. She
was a Non-Executive Director of Diageo plc from January to September 2016.

Emma was appointed Dame (DBE) for services to the pharmaceutical industry and
business in the 2020 British Honours.

Emma holds an MA in Classics and Modern Languages from Oxford University. 

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 MANAGING DIECTOR OF INDIA

Sridhar Venkatesh
Sridhar is a senior business leader with more than 24 years of diverse experience in
pharmaceuticals & healthcare and has a strong track record of success in multiple
roles within GSK.

Sridhar joined GSK in 2011 as Head of Commercial, Established Products, Branded

Generics, and moved as General Manager, Singapore before taking up the role of
Commercial Head, India from 2014 to 2016. He was then promoted as VP of Central
America & Caribbean before taking the role as VP, Emerging Markets East, with
direct management of six markets (Philippines, Vietnam, Thailand, Malaysia,
Indonesia, and Sri Lanka). He is currently Managing Director, India.

Sridhar began his career with Eli Lilly and then moved to Pfizer and held increasingly
senior roles including the role of Senior Director, Business Development (Asia) for
Pfizer, before joining GSK. Sridhar is a Registered Pharmacist, with a Master’s in
Pharmacy (Pharmaceutical Marketing).

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1.2 TURNOVER

 In India, they are one of the market leaders with a turnover of Rs 2,520.2
crore (US$ 402.37 million).

 Market share of 3.55 per cent.

 SmithKline and Beecham becomes a public limited company under the

new name of Eskayef Ltd.

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Profit & Loss - GlaxoSmithKline Pharmaceuticals Ltd.

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1.3 COMPETITIVE ANALYSIS

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As a MNC GSK biggest competitor is the generic market. As GSK promotiong their
top brand like Augmentin But still right now there were 300+ amoxyclav are available
which are of the totally generic markets and they are selling at a very cheaper price.
So in my context every MNCs right now in INDIA is fighting with the generic
market.

1.4 PRODUCTS PORTFOLIO ANALYSIS

Basically we deals with the :

1) Antiinfectives therapy.
 AUGMENTIN

 CEFTUM
 SUPACEF

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  ZYLORIC

2.Vaccines.

 BOOSTRIX

 HAVRIX
 CERVARIX
 PRIORIX
 ROTARIX

3.Harmonal imbalance.

ELTROXIN

1.5 CSR INTIATIVES

Our corporate social responsibility

At GSK, our approach to corporate social responsibility (CSR) supports our purpose
to help people do more, feel better and live longer. We strive to work with our
partners to address selected national health priorities and work towards elimination of
lymphatic filariasis; contribute towards Swachh Bharat; Swachh Vidyalaya (school
sanitation); support ‘Skill India’ and focus on child nutrition under the National Urban
Health Mission (NUHM). In doing so, we are helping millions of people across the
country.

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 Partnering India to eliminate Lymphatic Filariasis (LF)
On January 2012, we joined other global pharmaceutical companies and leading
organisations, including the World Health Organisation (WHO) and the World Bank,
in a new united effort to support countries to defeat Neglected Tropical Diseases
(NTDs). Together, this coalition supports the goals set out by WHO to control or
eliminate 10 of the 17 NTDs by 2020.

The LF elimination strategy has two components: (1) to stop the spread of infection
(interrupting transmission); and (2) to alleviate the suffering of affected populations
(controlling morbidity).

Child nutrition
There is a global momentum for improving nutrition and countries have made
important strides in scaling up nutrition programmes in pursuit of the Sustainable
Development Goals (SDGs), including Goal 2 - 'To end hunger and all forms of
malnutrition' by 2030. The National Urban Health Mission (NUHM) proposes to
address the healthcare needs of the rapidly growing urban population, with a focus on
the disadvantaged and vulnerable sections. It emphasises on building local capacity
and engaging communities for improving demand for healthcare, thereby enhancing
delivery of healthcare and building public-private partnerships to enhance quality of
care.

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 GSK has built partnerships to implement an integrated approach to tackle child
nutrition in Mumbai, Maharashtra in partnership with SNEHA. The main objective of
SNEHA Centre, supported by GSK, is to improve the nutritional status of married
women at pre and post conception and after delivery and of children aged 0-6 years in
vulnerable communities in Mankhurd area of M/E ward, Mumbai. The project focuses
on the first 1000 days of mother and childcare. This project addresses healthcare from
two sides - on the demand side, by attempting to create informed users of health
services who will expect higher quality; and on the supply side, by working with
public sector health providers (MCGM and ICDS) to improve the quality of health
services.

School sanitation

School is important for the cognitive, creative and social development of

children. Swachh Bharat: Swachh Vidyalaya is the national campaign driving 'Clean
India: Clean Schools'. A key feature of the campaign is to ensure that every school in
India has a set of functioning and well-maintained water, sanitation and hygiene
(WASH) facilities. WASH in schools refers to a combination of technical and human
development components that are necessary to produce a healthy school environment
and to develop or support appropriate health and hygiene behaviors. Studies have
noted that handwashing can reduce diarrhea by more than 30% and respiratory
infections by 16%.

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2. INTRODUCTION TO PARTICULAR DIVISION WHERE
INTERNSHIP IS UNDERGOING

2.1 CATCHMENT AREA ANALYSIS

I am currently working in a very small town named as Beawar in AJMER district

which is also called as the financial capital of rRajasthan. In Beawar the market is
very small but a huge potential of the doctors and the retailers. I am also covering 11
interiors with in the area of about 60 km. As it’s a very rural area so its always very
ontersting for me to find out new customers 'for my benefit and also sometimes I also
deals with very small doctors like small GP,RMP etc.

2.2 STORE HIRERACHY

As every company have their team leaders who always works like a engine in a train.
So we also have the same chain as MD->GM->RBM->ABM->MBA. We also have
HR department at various part of India like Banglore, Delhi,Mumbai etc. and in each
part they are handling their respective areas. We also have research & development at
Gurugram and Hyderabad which are very helpful for generating new peoducts
according to the market point of view.

2.3 TARGET SETTING, APPRAISAL & INCENTIVE POLICY

We got the quarterly target means 4 quarters in the month . After getting the target we
organize a metting with our Area manager & other MBA plans that how we will
complete our target by planning Primary, Secondary, Transit etc. & check it every
week wheather we are on the same path that we planned at the start of month. We got
appraisal according to our performance & got Incentive on the basis of our internal
performance and the virtual meeting.

2.4 TRAINING & DEVELOPMENT

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Every new Employee has to go for training in Mumbai or sometimes in Delhi, where
the traning & development centre is located. During the training period there are GSK
best trainers and also teach us various field related things .They all are the
experienced person. The training period is about 15-20 days. After completing the
training HE/SHE is eligible for the job. GSK also gives their MBA various courses
related to their personal development and also they always provide a platform from
where you can do various types of diplomas .

2.5 TEAM MANAGEMENT

As team management is very important in every field, we also believe in team

togetherness. Whenever someone need the help of other employee, we are always to
their help which not only helpful for the organization but also generate trust which is
very helpful in every field.

2.6 PROMOTIONAL ACTIVITIES ORGANIZED AT DIVISION

LEVEL

For promoting our product and to increase company business, we organize SPM”s,
We basically focuses on the scientific knowledge and the quality of the product that
we are giving to the patient. We provide the scientific academics material like the
books,journals,latest articles etc etc. We mostly work on the digital platform and we
engage our doctor by showing some videos , sending emails and showing some slides.
In the sampleing part all the samples provided by the company are totally contact less
delivery by the courier .

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3. JOB PROFILE

3.1 Position Held

MY SERVICES TO MY ORGANIATIONS

I have joined GSK on 2nd of December 2019. I really feel very proud to share that, I
have been dealing with the no.1 division of GSK i.e. FORTIOR, in which we have
about 1300+ field force in every small part of the INDIA.I am dealing with the MASS
MARKET products like Augmentin,Calpol,Neosporin,Piriton and zental.

DIVISION I AM LOOKING INTO- “ FOERTIOR” w.e.f DECEMBER,2019

 BASED AT- - I am handling a very small market in Rajasthan , particularly

dealing with BEAWAR WHICH IS THE FINANCIAL CAPITAL OF
RAJASTHAN.

KEY RESPONSIBILITES HANDLED BY ME :-

 Discussing with the doctors the need of appropriate antibiotic and the diseases
which can be prevented by giving right antibiotic at right time.

 Establishing the features, benefits and advantages of GSK brands and

convincing the doctor to make best use of them for the best patient compliance
and for the company.

 Resolving the issues or concerns raised by Doctor regarding the

Coadministration, side-effects and adverse effects of any particular
brands.

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  Handling the territory sales of the FORTIOR by meeting atleast 11 doctors a
day and bringing out the Sales out of them.

 Discussing the key review articles, scientific information,advancements and

innovations with the new studies with the antibiotics , antipyretics of GSK as
compared to other competitor .

3.2 JOB DESCRIPTION

 A Sales executive. act as a key link between the pharmaceutical

company and the doctors (customer).
 Regularly meeting the doctors and discussing about the brands and the
regular medication they are giving, discussing coadministration and
safety profile of GSK fortior in reference to different research articles.
 Discussing different possible dose of the drug.
 Dealing with general practice, consultant physicians,dentists, ent,chest
phy. , surgeons, paediatrics and gyneacologists.
 Hospital management
 Execution of the day starts with the planning.
 Always search for the untapped area.
 To bring out the maximum sale from the area.

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3.3 KEY RESPONSIBILITIES

 Establishing the need of medicines to the doctors.

 Availability of the stock
 Identifying and establish new business
 Attending and organizing trade exhibitions, conferences and meeting
 Managing budgets
 Writing reports and other documents
 Maintain detailed record
 Negotiating contracts
 Reviewing sales performance
 To meet the doctors and fulfill patient needs

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3.4 ACHIVEMENTS

 Launched an old brand of GSK AVAMYS to ENT, AND CHEST PHY.

 Every month we engage doctors with digital SPM’s during lockdown and
also now in the field work.
 A good Brand, package and quarter incentives.
 Converted a large number of HCP.
 Recognized by the RBM for doing very Large number of POB which helps
in liquidation of the stocks.
3.5 Details of the Specific Projects/Assignments assigned by
the company
 Durng the lockdown period my team gave me many assignments regarding
the self learning and self improvement courses.
 There are about 10-12 courses and from which I had also gave presention
during the team group discussion and team meeting.
 The topics are given below :-
o Sell with a story.
o More sales,less time
o Selling with authenticity
o How to sell anything to
anyone.
o Time management:
working from home
o Energy for performance
essentials.

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 5. KEY LEARNING FROM ON THE JOB EXPERIENCE

VIII. Key Leanings from on the Job experience

 Learning regarding Sales and Retail

 In this job one must have good patience and need to be travel freek
one must be polite and one must also have good personality.
 A medical rep. must able to fulfill all the requirement of the
respective doctor and chemist.
 One must maintain his product availability all times.
 Promoting values in sales and marketing practices(We are
modernising the way we sell and market our medicines
transforming the business model the industry has had for many
years)

 Learnings regarding Marketing & HR -

1. Sales and marketing practices-Creating a sales force that puts patient needs first in
our pharmaceutical company medical representatives around the world are no longer
having individual sales target and Our sales teams are listening to customers’ needs
and using the right GSK resources to help support the delivery of improved patient
care.GSK is ranked first for customers trust for the fourth year in a row and for
customer value for the third time.

2. Changing the way we engage with HCPs

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 From January 2016, we have stopped paying HCPs to speak to other prescribers about
our prescription medicines and vaccines.

 We will continue to pay HCPs for providing services and for participating in our
clinical research.

 GSK is also changing the way it supports medical education by no longer playing a
role in choosing which healthcare professionals are sponsored to attend scientific
congresses. 

 To provide information about our medicines and vaccines in the way HCPs want it,
when they want it, we are making significant investments in digital platform and
capabilities, as well as in our in-house medical capabilities.

 Learning regarding Customer Service & CRM -

.

 Contact Management.
 Flexible Security & Access Permissions.
 Billing & Invoicing Functionality.
 Data Reporting.
 Mobile CRM including a Mobile App and Alerts.
 Sales Performance Management.

 Learning regarding the working environment of the Company–

 If I talk about the working environment of the company it’s too good my collegues
and manager are too good and cooperative. Whenever I m in trouble I ask them and
my manager says me call him any time for any help or any problem.
 We aim to create an inclusive, engaging working environment that encourages
employees to contribute and help us achieve our strategic business objectives. Key to

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 this is our investment in development, our approach to flexible working and our
innovative safety, health and well-being programmes.
 GSK employee to feel engaged with their work and colleagues, and to understand the
impact they have on delivery of our business objectives and performance.

 Learning from any critical incident faced during job–

 One must be flexible to join anywhere PAN India to explore different areas, people,
market, food and their living standards.

 I am working in a territory where language is totally a bar for me as people do

interact in Marwari aand rajasthani but though I laid the presence of GSK.

 Learning regarding Operations & Supply Chain Management:-

The pharmaceutical supply chain is very complex, with many interacting

facets
– Difficult to generate radical improvements quickly
– Piecemeal approaches (e.g. improved logistics) will generate incremental
benefits • Current process technology is one of the main supply chain
bottlenecks
– Many “built-in ” inefficiencies that constrain performance
– Not a very responsive system • Current models in the research
community are too “companycentric”
– Future models need to c onsider a holistic view of an extended supply
chain of specialist agents
• Testing specialists
• Contract manufacturers
• Logistics providers
• Healthcare providers/consumers
 Learning regarding Customer Acquisition, Customer Service & CRM

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  Capture Information During Each Customer Contact
 Your savvy sales team likely already takes good notes any time
they talk to a customer, but with the right CRM software, it
becomes much simpler.
 . Analyze Your Data to Define Your Target Audience
 Sometimes the audience you imagine for your product or service
may be off-target, thus causing you to miss sales opportunities to
those prime customers you need. With a strong CRM platform and
strategy, you can appropriately analyze the massive amount of data
collected by your sales team for optimal results in learning
just who is your target audience. Amassed data often says a great
deal more about buying preferences than any human can predict.
  Provide Customized Sales Messages
 Your CRM gives you a global view of all of each customer’s
activity in your system. Whether checking your website via their
mobile or web browser or talking to a customer service
representative, you can tap into those interactions by providing a
customized sales message. These messages are directed to the
customer by name, and it may offer additional information or a
discount on a product that they recently searched. Such interactions
add a personal touch that can help to improve conversions from
browsers to buyers.
  Offer Proactive Answers and Responses to Customer
Concerns
 If you anticipate that customers may have questions about a
particular new product or service, reach out with some friendly and
proactive hints or ideas to either guide them in the right direction
on their own or to encourage them to reach out to your team. Such
specialized and thoughtful service makes your customers feel less
like a random sale and more like a valued customer.
  Diligently Perform Updates to Your CRM
 Your CRM software provider — no matter which one you may
choose — is continually working to improve their platform to help

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 you nurture vital customer relationships. Most of the time, you are
given several update options that serve to make your CRM
software deployment run securely and reliably. Monitor for update
alerts from your CRM software provider, or manually check their
website on a regular basis.
  Reach Out to a Consulting Firm to Learn Additional CRM
Insights and Strategies
 If you are still trying to learn how to get the most out of CRM, you
may also reach out to a firm like Infor consulting to gain a better
understanding of all that CRM software has to offer and how you
can tap into it.

 Learning regarding the working environment of the company:-

 A competitive base salary

 An annual bonus based on company performance

 Access to healthcare and wellbeing programmes, pension plan

membership, savings programmes, time off and childcare support

 Employee recognition programmes which reward exceptional

achievements

 Long term incentives through share ownership link your rewards to

our longer term performance

 Learning from any critical incident faced during job:-

One of the serious issue I have faced during the job is that how trading of
the medicines continuously eating up the market. As ,any companies tries
to clean up the pharma market but there are some PG companies,generic
comoanies who are using unethical practices with the doctors just to

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generate the better business from the doctors . From this now I can easily
handle these type of dirty marets because noe know how to deal with
these.

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6. CONCLUSION

From the various study of balance sheet, profit loss account and different ratios we
can conclude that company both short & long term financial health is in good
condition.

Thus from the above study we can say that company financial condition is optimum
and it is expected to rise in the future as company is expanding day by day with new
tie-ups.

Hence company future holds good & is expected to reach new heights in the future.

7. Recommendations to the Company

o Their CSR activities are more focused on Children, GSK is a multinational

company and it has its branches all over the world but when it comes to fulfill
CSR comparatively it has more focused on Children.  So I recommend
expanding their CSR overseas as well as stakeholders around the world can
take the benefits from GSK.
o GSK is using Accommodation posture and its activities are narrow. What I
recommended it focus on certain responsibilities and fulfill it to the maximum
level in a proactive posture. Their main stakeholders should be customers and
they should focus the CSR activities on welfare of them, without re- profit
gaining process.
o As a global multinational company GSK should link their FB page much more
interaction with their official website to get more customer interaction and
feedback. Because it is not doing well at the movement.

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 GSK can do prevention and awareness programs to widen the
knowledge about health of poor and rural  people to and less
develop societies and invest on  poor children’s education not
only science but also in every aspect to build their
sustainability.
 As a reputed pharmaceutical company in the world they can
create medical knowledge through their FB page to distribute
awareness all round the world. 

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 7. REFERENCES AND BIBLIOGRAPHY

 https.//www.gskindia.com/
 https://www.gsk.com
 https://india-pharma.gsk.com
 https://us.gsk.com
 https://india-pharma.gsk.com/media/077221.jpg
 http://supply-chain-case-studies.blogspot.com/2006/01/glaxo-smithkline-supply-
chain.html

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