Sales Territory Design

Glenmark, Lupin, Pfizer

Pharmaceuticals
Glenmark Pharmaceuticals Limited
• One of the leading player in Indian pharmaceutical industry.
• It has significant presence in branded generics markets across
emerging economies.
• Glenmark employs nearly 6000 people in over 80 countries.
• It has twelve manufacturing facilities in four countries and has
five R&D centers.
• “Best Pharma Company in the World – SME” and “Best Company
across emerging markets” for 2008 by SCRIP, the largest selling
and most respected pharmaceutical magazine in the world.
Forbes, another leading international publication, recognized
Glenmark as the “Best under a Billion Dollar companies in Asia”
for 2008.
 Pfizer
— Founded in 1849
— Founded by Charles Pfizer and Charles
Erhardt.
— Products like Benadryl and Viagra.
— So the product profile contains over the
counter drugs.
 The type of design
• A wedge shaped territory

• Reasons:
• Medicine must be moved fast because health is important

• Medicine must be available everywhere (towns, countryside)

• Most efficient territory for a large sales territory like Mumbai

• Both the companies have lots of Over the counter drugs which need
better market penetration
The Characteristics of the territory
• Clients are independent Medical Doctors or hospital
ones and pharmacy stores too

• Mumbai is a very large area to cover

• Each part of Mumbai has different infrastructures

• Must create efficient sales territory design since Pfizer

can’t afford to not deliver medicine when needed
 LUPIN PHARMACEUTICALS
Industry Pharmaceuticals, Drugs & Healthcare
Founded 1968
Founder Desh Bandhu Gupta
Headquarters Mumbai, Maharashtra, India

Nilesh Gupta, President & Director Dr.

Key people
Kamal Sharma, MD

Products Medicines and Vaccines

3,712.61 crore (US$805.64 million) (2009-

Revenue
2010)

648.93 crore (US$140.82 million) (2009-

Profit
2010)
 LUPIN PHARMACEUTICALS

• Lupin Ltd.
– World's largest manufacturer of the anti-TB drugs
based in Mumbai, Maharashtra, India
– Cardiovascular (prils and statins)
– Diabetology, Asthma, Pediatrics, CNS, GI, Anti-
Infectives and NSAIDs therapy
– World largest manufacturer of Anti-TB and
Cephalosporins segments
 The Design Employed
• Almost the whole product profile is devoid of
Over-the-counter drugs.
• So the company mostly employs salespeople
to cover big distributers and hospitals.
• Thus the sales territory design employed is ‘
CLOVER-LEAF’.
• Covering the major distributers in 1 particular
area in one trip.
Factors used to design the sales territories
• The sales data and potential

• The number of Medical Doctors and Hospitals

• The Medical Doctors profiles

• Distance between clients

• The infrastructures of the area

• The competition
 Characteristics of the territory
• It ensures better market coverage
• Effective utilization of the sales force
• Efficient distribution of workload among sales
people.
• It is convenient to evaluate the performance
of sales people.
• Optimum utilization of sales time by sales
people
 Control of the sales territories
• Are the right employees at the right place:
• Analyze employee efficiency (turnover, number of sales, training courses taken,
knowledge of area and products)

• Compare the social and cultural characteristics of the employee and the territory

• Analyzing efficiency of salespeople's routes

• Organizing salespeople's schedules according to the importance of

clients

• Upgrading the time management tools