Capstone Project Report

On
Abbott India Ltd

Submitted to
CHITKARA COLLEGE OF SALES AND MARKETING in partial
fulfillment of the requirements for the award of degree of Master of
Business Administration

Submitted by: Manju Chahal Roll No. 2225981526

Supervised by: Mr. Jatinder Chopra Professor of Practice

CHITKARA COLLEGE OF SALES AND MARKETING

CHITKARA UNIVERSITY
2022-2024

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 TO WHOMSOEVER IT MAY CONCERN
This is to certify that the project titled “Capstone Project Report – I” carried out by Miss
Manju, D/o Mr. Sukhbir Singh has been accomplished under my guidance &
supervision as a duly registered MBA student of Chitkara University. This project is
being submitted by her in the partial fulfillment of the requirements for the award of the
Master of Business Administration from Chitkara University.

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

Mr. Jatinder Chopra

Professor of Practice

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 DECLARATION
I, "Manju Chahal”, 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.

Manju Chahal

2325981583

Date: __________________

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 Acknowledgement
The on-Job Training Opportunity I have got with Abbott India Limited was a great chance for
learning and professional growth. I am grateful to Chitkara University for giving me this
opportunity to work with experienced professionals.

I express my gratitude to Mr. Munish Arora (Sr. ZBM) & Mr. Gaurav Chauhan (ABM) for
taking part and giving necessary advice to complete my work. I choose this moment to
acknowledge both of their contributions gratefully.

I perceive this opportunity as a big milestone in my career development. I will strive to use
my knowledge in the best possible way and I will continue to work on their improvement, in
order to attain their desired career objectives.

Sincerely

Manju Chahal

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 Executive Summary
Abbott Laboratories is an American multinational medical devices and health care company
with headquarters in Green Oaks, Illinois, United States. The company was founded by
Chicago physician Wallace Calvin Abbott in 1888 to formulate known drugs; today, it sells
medical devices, diagnostics, branded generic medicines and nutritional products. It split off
its research-based pharmaceuticals business into AbbVie in 2013.

Abbott India is its Indian subsidiary.

I joined as a Therapy Business Manager in Abbott India on 28th November 2023 in the
Neuropsychiatric division based at Delhi HQ. I look after sales distribution of products like
Vertin, Prothiaden, Inderal and Eptoin. The key responsibilities are to meet doctors and
chemists and to organize various activities helpful in customer acquisition in the trade
market.

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 TABLE OF CONTENTS
I. Introduction to the Company: (from Page no. 01 – 07)

Company Profile…………………………………………………………….1

Vision & Mission…………………………………………………………....2

Historical background of the Company……………………………..............3

SWOT Analysis…………………………………………………………….5

Products/Services and brands……………………………………………….6

Markets (Domestic & Export) ………………………………………………7

II. Introduction to particular Store/Division

where internship/job is undergoing

(from Page no. 08 – 15)

Location…………………………………………………………………….8

Objectives…………………………………………………………………...8

Quality Policy……………………………………………………………….9

Detailed Operations, products and services with brands…………………...10

Markets served - Domestic/Foreign………………………………………...15

III. Job Profile (from Page no. 16 – 17)

Position held (Mentioning the Date of Joining) …………………………….16

Job description……………………………………………………………....16

Key responsibilities………………………………………………………….16

Individual Achievements/awards……………………………………………17

IV. Details of the Specific Projects/Assignments

Assigned by the company …………………......………………………………18

V. Key Learnings from on-the-Job experience

(from Page no. 19 – 21)

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Learning regarding Sales and Retail…………………………………………19

Learning regarding Marketing & HR……………………………………….19

Learning regarding Operations & Supply Chain Management……………...20

Learning regarding Customer Acquisition, Customer Service & CRM…….20

Learning regarding the working environment of the company……………...21

Learning from any critical incident faced during job……………………….21

VI. Conclusion ………………………………………………………………….22

VII. Recommendations to the Company ………………………………………23

VIII. References and Bibliography………………………………………………24

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 Introduction to the Company:

Company Profile

Abbott Laboratories is an American multinational medical devices and health care company
with headquarters in Green Oaks, Illinois, United States. The company was founded by
Chicago physician Wallace Calvin Abbott in 1888 to formulate known drugs; today, it sells
medical devices, diagnostics, branded generic medicines and nutritional products. It split off
its research-based pharmaceuticals business into AbbVie in 2013.

Abbott's products include Pedialyte, Similac, BinaxNOW, Ensure, Glucerna, ZonePerfect,

FreeStyle Libre, i-STAT and MitraClip.

Since 1910, Abbott has been dedicated to helping people in India live healthier lives through
a diverse range of science-based nutritional products, diagnostic tools, branded generic
pharmaceuticals, and diabetes and vascular devices.

Headquartered in Mumbai, Abbott India Limited, a publicly listed company and a subsidiary
of Abbott Laboratories, takes pride in offering high-quality trusted medicines in multiple
therapeutic categories such as women's health, gastroenterology, cardiology, metabolic
disorders and primary care.

One of India's fastest-growing pharmaceutical companies, Abbott India Limited is part of

Abbott's global pharmaceutical business in India.

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 Vision and Mission

At Abbott, we’re committed to helping you live your best possible life through the power of
health. For more than 125 years, we’ve brought new products and technologies to the world
-- in nutrition, diagnostics, medical devices and branded generic pharmaceuticals -- that
create more possibilities for more people at all stages of life. Today, 74,000 of us are working
to help people live not just longer, but better, in the more than 150 countries we serve.

Our mission is to offer the global population a finest standard of medical devices or can say
that finest standard of healthcare at reasonable cost for the mankind. We are clear about
providing patient centric innovative Medical Technology devices for healthier globe [for e.g.
We have 1st Indian Indigenous Dialyzer and Dial-Ezee (Dialysis System)] and many more
devices which produce value for stakeholders.

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 Our Values

WORK THAT MATTERS

What is meaningful work? It’s knowing that people the world over rely on us to ensure their
bodies are strong and that they are healthy enough to reach their full potential at every life
stage. That kind of work is aimed at creating an everlasting, positive impact on the health of
the world.

CULTURE OF INNOVATION

Good is never good enough. We strive for great and are driven to create ever-improved ways
to help people live healthier lives. How do we foster this spirit of innovation? By tapping
diverse perspectives, people, expertise and ideas to shape new methods of care. The end
result is continuous development of one-of-a-kind, life-changing products and solutions, and
a company that stays on the leading edge of science.

GROWTH AND ADVANCEMENT

We are in the business of advancement, both in health solutions and in the lives and careers of
our employees. Our work across the world and in many areas of healthcare provides a rich
environment for our employees to explore career paths, interests and opportunities. We
encourage and promote this growth through training, mentoring, tuition reimbursement,
development programs and more. We strive to provide careers full of challenging and
rewarding work, as well as personal and professional growth.

LIVELIHOOD AND WELL-BEING

We attract the best and brightest employees; our benefits packages, compensation plans and
work options are designed to help employees find success at work and at home. Our efforts to
recruit the best have earned us recognition as a top employer for women, entry-level
employees and minorities.

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 Historical Background of the Company

Abbott's first international affiliate was in London in 1907; the company later added an
affiliate in Montreal, Canada. Abbott India Ltd was originally incorporated on August 22,
1944, as Boots Pure Drug Company (India) Ltd. The company name was changed to The
Boots Company (India) Ltd on November 1, 1971, and to Boots Pharmaceuticals Ltd on
January 1, 1991. On October 31, 1995, the name was changed to Knoll Pharmaceuticals Ltd
and on July 1, 2002, to their present name Abbott India Ltd. Abbott started operations in
Pakistan as a marketing affiliate in 1948.

In 2001, the company acquired Knoll, the pharmaceutical division of BASF, for $6.9 billion.
In 2002, it divested the Selsun Blue brand to Chattem. Later in 2002, it sold Clear Eyes and
Murine brands to Prestige Brands. In 2004, it acquired TheraSense, a diabetes-care company,
which it merged with its MediSense division to become Abbott Diabetes Care. In 2006,
Abbott assisted Boston Scientific in its purchase of Guidant Corporation purchasing the
vascular device division of Guidant.

In 2007, Abbott acquired Kos Pharmaceuticals for $3.7 billion in cash. At the time of
acquisition Kos marketed Niaspan (extended release niacin), and Advicor (niacin/lovastatin).

In 2007 the company was to sell two diagnostics divisions to General Electric, but the parties
did not agree on the terms of the acquisition.

On 8 September 2007, the company sold the UK manufacturing plant at Queensborough to

UK manufacturer Aesica Pharmaceuticals.

Abbott's Ross Products was renamed Abbott Nutrition in 2007.

In 2009 Abbott acquired Advanced Medical Optics of Santa Ana, California, selling it to
Johnson & Johnson in 2017.In 2009, Abbott opened a satellite research and development
facility at Research Park, University of Illinois at Urbana-Champaign.

In February 2010, Abbott acquired the pharmaceuticals unit of Solvay S.A. for US$6.2 billion
(€4.5 billion),gaining many additional pharmaceutical products and an increased presence in
emerging markets.

In 2010 the company acquired Hollywood, Florida-based laboratory information management

system company STARLIMS for $123 million, $14 per share. That year Abbott said it would
buy Piramal Healthcare of India's large generic drugs unit for $3.72 billion.

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 SWOT Analysis
Strengths: -

 Effectively using its capital to generate profit - RoCE improving in last 2 years

 Effectively using Shareholders fund - Return on equity (ROE) improving since last 2 year

 Efficient in managing Assets to generate Profits - ROA improving since last 2 year

 Growth in Net Profit with increasing Profit Margin (QoQ)

 Growth in Quarterly Net Profit with increasing Profit Margin (YoY)

 Company with No Debt

 Increasing Revenue every quarter for the past 3 quarters

 Increasing profits every quarter for the past 2 quarters

 Annual Net Profits improving for last 2 years

 Book Value per share Improving for last 2 years

 Company with Zero Promoter Pledge

 FII / FPI or Institutions increasing their shareholding.

Weaknesses: -

 Declining Net Cash Flow: Companies not able to generate net cash

 Weak Momentum: Price below Short-, Medium- and Long-Term Averages

Threats: -

 Companies with growing costs YoY for long term projects

 High PE (PE > 40)

 RSI indicating price weakness

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 Nutrition
Pediatric nutrition products manufactured by Abbott Laboratories include:

 Similac

 Similac Gain

 Similac Gain Plus

 Similac Gain School

 Similac Neosure

 Similac Tummicare HW

 Isomil

 Pedialyte

 PediaSure

 PediaSure Plus

 PediaSure Plus 10+

Adult nutrition products manufactured by Abbott Laboratories include:

 Ensure

 Glucerna (Ensure Diabetes Care in India)

 Juven

 ZonePerfect

Diagnostics
Diagnostics products manufactured by Abbott include:

 i-STAT (While intended for a human audience, the point of care analyzers also demonstrate
utility for the veterinary profession and are marketed by Abaxis.)

 Alinity

 Architect

 IDNOW

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 Digival

 BinaxNOW

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 Medical devices
Continuous glucose monitors:

 FreeStyle Libre

 FreeStyle Libre 2 Sensor

 FreeStyle Libre 3 Sensor

Cardiovascular devices manufactured by Abbott Laboratories include:

 MitraClip

 Confirm Rx

 Amplatzer Piccolo Occluder

 Heartmate

 Xience

 CARDIOMEMS

 Gallant ICD

 CentriMag

 Aveir DR

Neuromodulation devices manufactured by Abbott Laboratories include:

 BurstDR Technology

 FlexBurst360 Technology

 Proclaim DRG Neurostimulation System

 Infinity Deep Brain Stimulation System

 Proclaim XR Recharge-Free Spinal Cord Stimulator

 NT2000IX Radiofrequency Generator

 Proclaim Elite Recharge-Free SCS System

 Prodigy MRI SCS System

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

Location
I have been posted in Neuro Psy Division based at Delhi HQ.

I have to meet neurologists, neurosurgeons, psychiatrists, ENTs and the consulting healthcare
professionals.

There are 150+ doctors in my area.

Objectives
I have been assigned to increase the sale of my products in my territory.

To increase doctor engaged activities like CMEs.

To coordinate with stockists for their product delivery.

Quality Policy
Abbott Technologies, Inc. strives to meet and exceed our customer’s applicable legal
requirements and expectations by providing the highest quality products and integrity of
services. This is accomplished through continual improvement of our internal processes,
controls, and our QMS to obtain customer satisfaction.

Markets Served

Domestic and international

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 III. Job Profile

∙ Position Held
I joined Abbott India on 28th November 2023 “Therapy Business Manager” and got
confirmed on 28th May 2024 for Delhi HQ.

∙ Job Description
During my 6 months training as a trainee and after confirmation as, I learned and pursued my
assignments looking into the Trade Business of Neuropsychiatric Division based at Delhi
HQ.

I have to meet my accounts to generate business wherever OPD exists in my HQ and

maintain and add up new accounts also. Handling complaints raised if any and guiding about
new innovations about the products.

Also, I’m responsible for conducting customer engagement activities like CMEs/CNEs for
the staff of accounts for the benefit of their skill development.

∙ Key Responsibilities

There are many responsibilities since I have been in sales. According to my present
experience and knowledge. These mentioned below are the key responsibilities: -

⮚ To execute our organization’s strategy for generating business.

⮚ To provide best product related services as much as we can.

⮚ To promote my products for looking to generate business and meet my targets.

⮚ Conducting the customer’s engagement activities like CNEs/CMEs for educating the
paramedical and medical staff of the hospitals for their better development of skills which are
required to provide best patient centric care while treatment.

⮚ To solve the concerns of our customers by listening to their problems actively and
providing them best solution.

⮚ Sometimes to manage supplies and look into demands.

⮚ To appoint new dealers for smoothening of our supply chains while adding new accounts.

∙ Activity

Here an Activity was done to teach the PGs about Maneuver and the role doing them
correctly all PG of ENT department took participate in this activity and learned the same.

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 Individual Achievements/Awards
❖ Successfully attended and completed my induction and training program held at SPO Delhi.

❖ After joining at my HQ I have successfully completed and excelled in my training held at

Lonavala.

❖ I have successfully converted new doctors for my products.

❖ Successfully added 2 new accounts and maintained them with continued follow ups while our
old accounts are also maintained b

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 IV. Details of the specific Projects/Assignments assigned by the company:
 I have completed all the marketing initiatives launched by the company.
 I have completed and excelled my KPIs in the said area.
 I have successfully completed my training.

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 V. Key Learnings from on-the-Job experience

∙ Learning regarding Sales and Retail

▪ There is a big difference between the things I thought and in actual.

▪ There is a vast communication which is required to generate business in while selling.

▪ My Sales and Retail learnings that I have experienced how to talk business with customers,
how to manage the operations related to business.

▪ Learned how to manage the customer who is not satisfied with services or products.

▪ Learned and learning how to manage the customer which is false committed to provide
services by the previous sales person in my position.

▪ Learned how to take customer to close the deal following the steps of sales process which
are

“Prospecting – Preparation – Approach – Presentation – Handling -Objections –Closing –

Follow Up”

▪ By learning and experiencing on the field that how to face rejections and bounce back again
with the same confidence and promoting our products.

∙ Learning regarding Marketing & HR

▪ The strategies which we sales people follow for generating business there is a big hand
behind of Marketing team and HR team for better streamline operation going related to sales.

▪ Marketing and HR team is a backbone and there is a symbiotic relationship between the
sales and Marketing team which works at different sites and do their respective
responsibilities to meet the same goal.

▪ Moreover, I have learned about how to get support and working from the HR team for
employee benefits and clearly transparency regarding any update in organization.

∙ Learning regarding Operations & Supply Chain Management

▪ I have learned many things regarding operations, how the production of med tech devices
takes place from testing and inspecting Raw material to the finished goods.

▪ During our induction and training in the organization, I have got vast knowledge about the
products manufacturing and operations even I have also visited our manufacturing facilities
on the last day of our training at Faridabad.

▪ At Polymer, When I saw the operations and fully automated manufacturing of our products
which are not even a single touched by human while manufacturing, I learned about the
making of sterilized and contamination free products and why is it important.

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▪ Regarding supply chain management also I have learned about how to place order and when
we will have the goods delivered at our distributor’s site, in how much steps and we also
learned about the credit and discounts offers by our organization.

▪ To streamline the supplies and delivery of our products that are under process we are getting
updates from the organization.

▪ We also learned about the supply of product and manage the situation if product in order is
short.

∙ Learning regarding Customer Acquisition, Customer Service & CRM

▪ Talking about the customer acquisition we polymedia’s are always ready to provide the best
product related services as we can.

▪ We always ready to conduct various activities such as CNEs/CMEs for the customers which
are ready to learn for patient centric care.

▪ For starting the new products, we always be there for our customers to guide them for the
right practices of using the products.

▪ Our CRM portal (Totallytics CRM), we punch our attendance in this portal and also if there
is any sample requirement can be requested on the app too.

∙ Learning regarding the working environment of the company

▪ It is a hot topic these days about the working environment that there should be a good work
– Life Balance in every organization.

▪ Regarding working environment of my company, it is a great work – life balance at

Polymer.

▪ We all at Polymed works together for the same goal like a family. ▪ We always get support
from our colleagues whenever required.

▪ I am enjoying working with Polymed.

∙ Learning from any critical incident faced during job

▪ I have learned how to face rejection as recently I got complaint regarding the quality of
medicine. The complaint I got it corrected from the stockist’s end.

▪ And by the time with the help and support and guidance I got from my colleague by
discussing the same I successfully handle the situation and maintained the account.

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 VI. Conclusion

In conclusion, a sales role at Abbott India’s Delhi HQ offers an exciting opportunity for
individuals to be part of a leading global healthcare company. With a commitment to
innovation, high-quality products, and customer-focused solutions, Abbott presents a
dynamic environment where sales professionals can thrive. The role demands not only
technical knowledge but also strong interpersonal and communication skills to drive business
growth and build lasting relationships with clients. Working at Abbott India provides a
chance to contribute meaningfully to the healthcare industry while advancing one's career in a
company known for its values, excellence, and industry leadership.

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 VII. Recommendations to the Company

To further enhance growth and market presence, I recommend that the pharma company
focuses on the following strategic areas:

1. Customer-Centric Approach: Strengthen relationships with healthcare professionals, patients,

and distributors by offering personalized services, educational programs, and digital tools.
Engaging directly with stakeholders can build trust and loyalty, leading to more sustained
business growth.

2. Innovation in Digital Marketing and Sales Channels: Given the increasing reliance on digital
platforms, investing in innovative digital marketing strategies and e-commerce channels can
improve visibility and accessibility. Virtual product demonstrations, online webinars, and
digital sales training can further empower the sales team to reach a wider audience.

3. Expansion of Product Portfolio: Continuously assess the evolving needs of patients and
healthcare systems to expand the product portfolio, especially in high-demand therapeutic
areas. This could include niche medicines or the development of new delivery systems that
address gaps in current treatments.

4. Sustainability and Corporate Responsibility: Focusing on sustainability in manufacturing

processes and packaging can not only reduce costs but also align with the growing global
demand for eco-friendly practices. Further, investing in corporate social responsibility (CSR)
initiatives, particularly in underserved regions, can enhance brand reputation and community
relations.

5. Employee Training and Development: Regular training sessions for the sales force to stay
updated on the latest scientific research, market trends, and effective sales techniques will
help in better engagement with healthcare providers and patients. Incentives and career
development programs can also help retain top talent and keep morale high.

By focusing on these areas, the company can enhance its competitive edge, drive greater market
share, and establish itself as a forward-thinking leader in the pharmaceutical industry.

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References and Bibliography

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