Analysis of the Competitive

Image of Beximco
Pharmaceuticals Ltd in the
Pharmaceuticals
Prepared By: Industry
Md. Farhan Faruqui
Roll-54, Batch- 37 E
MBA Program, IBA
 INTRODUCTION

Origin of the report

 Assigned by Senior Manager; S & M, Beximco
Pharmaceuticals Ltd (BPL)
 Accepted by Faculty Advisor, Dr. Jahangir Alam

Objectives of the Study

 Broad Objective
 To fulfill the requirement of MBA degree
 Analyze the competitive image of BPL
Specific Objectives
 To identify the dominant participants in the industry
 To study the comparative image of the product element
of BPL’s marketing mix
 To study the comparative image of the pricing element of
BPL’s marketing mix
 To study the comparative image of the place element of
BPL’s marketing mix
 To study the comparative image of the promotion
element of BPL’s marketing mix
 To study the overall comparative image of BPL
 Scope
 Doctors from different fields (specialty) have been
interviewed
 Samples taken from rural and urban areas of
Bangladesh

Methodology
Secondary data
   Study reports on Bangladesh pharmaceuticals market
    Market research done by BPL
    Reference books on the pharmaceuticals marketing
Questionnaire survey
 Both executive and questionnaire method used
 Survey conducted through questionnaire
interview

Limitations
 Only the doctors were chosen as the respondents
 Field force biases
Organizational Part
 Beximco Group
Corporate Scenario
Largest business conglomerate of private sector in
Bangladesh

Employs highest number of people in the private

sector
Corporate Structure
A group of 34 companies
Operated through eight divisions
 List of Divisions of BPL
 Textile Division
 Chemical Division
 Real state & Construction Division
 Trading Division
 Jute Division
 Marine Food Division
 Media Division
 Information Technology Division
Beximco Pharmaceuticals Ltd.
One of four companies strategically included in
Beximco Chemical Division

Attained a turnover of Tk. 3.2 billion during 2004

BPL holds almost 16% share in the domestic

market.
Departmentalization
The following major departments coordinate their
activities through
      Central product management (CPM) department
      Purchase Department
      Sales department
      Sales education and training department
      Medical services department
      Business Research & Development department
  International marketing & fine chemicals dept
      Finance and Accounts department
Project part
 Literature Review

Patients are ultimate consumers

However, doctors prescribe those drugs- target customers

Physicians more rational in decision making

Decisions are also non- rational

Types of appeals used in advertisements

Rational Appeals :
1.  Product Related Appeals
 Economy
 Degree of Innovation
 Differentiation/ Position
 Packaging
 Dosage Form/ Taste
2. Physician Related Appeals
 Peer/ Specialist Approval
 Pharmaceutical Committee Approval
 Therapeutic Aid in Practice

  3. Clinical Use Appeals

Dependability
 Safety
4. Patient Related Appeals
 Compliance
 Quality of life
 Patient Acceptance/ Preference
Non- Rational Appeals
 Empathy
 Humor
 Curiosity
 Fear
 Unusual non-clinical illustration
 Anger/ Defensiveness
 Patriotism
Distinctive characteristics of pharmaceuticals
market

Consumer of advertising is often not the consumer of

product
Institutional advertising is importance
Pharmaceutical advertising is educational in character

Drug advertising is unique in presenting both the

good and the bad about product.
Findings & Analysis
 Findings
Range of Products
Range of Products

25

20
% of Rating

15

10

0
Beximco Square ACI Ops o nin ACME Aventis Others

Research results depict reality

Fails to show the huge gap between Beximco
and Square’s product range
Product Quality
Doctors emphasizes on less side effects, quick and
effective therapeutic response
Doctors prescribe drugs which would lead to quick
recovery
Product Quality
25

20

15

10

0
Beximco Square ACI Ops o nin ACME Aventis Others

22% respondents believe that Beximco’s products

provide quick recovery
Product Presentation
Includes everything from color to design
Companies charge a high price if their product
presentation is good
Product Presentation

13 % 16 %

20%

23%

6%
4% 18 %

Beximco Square ACI Opsonin

ACME Aventis Others

Beximco’s competitive position is not quite good

Introduction of New Products
New generation drugs always attracts doctors
Pharmaceutical companies frequently arrange
seminars and symposia

Company % of Rating
Beximco 22
Square 23
ACI 16
Opsonin 05
ACME 06
Aventis 17
Others 11
 Pricing
Not much price differentiation
Moreover, price is not a very important factor

Reasonable Pricing
10%
3% 1%
6%
40%
7%

33%
Beximco Square ACI Opsonin
ACME Aventis Others

Most of the doctors perceive Beximco as offering

reasonable pricing
 Distribution

Availibility of Product

30

25

20
% of Rating

15

10

0
Beximco Square ACI Ops onin ACME Aventis Others
 Medical Representatives
Must be both knowledgeable and able to provide
prompt service
Service of Medical Representatives Knowledge of Medical Representatives

5% 18%
20% 2 5%
25%
9%

20%
12 % 22%
6% 6% 10%
10% 12%
Beximco Square ACI Opsonin
Beximco Square ACI Opsonin
ACME Aventis Others
ACME Aventis Others

Beximco’s medical representatives perceived to provide

the best service but they lack in knowledge
 Promotion
Aggressive marketing adopted by the different companies
Promotional materials have impact on doctor's prescription

Medical Newsletters

Frequency of distributing medical

newsletters
15 % 20%

22%
25%
9% 4% 5%
Beximco Square ACI Opsonin
ACME Aventis Others
Printed Promotional Materials

Printed Promotional Materials

16% 18%

26% 21%

10% 4% 5%

Beximco Square ACI Opsonin

ACME Aventis Others

Beximco’s promotional materials perceived to be less

attractive than Aventis and Square
Gifts

Offer attractive gifts

30
25

20
15

10
5
0
Beximco Sq uare ACI Op s o nin ACM E Avent is Others

Most attractive gifts provided by Incepta

Physician Samples
Companies provide samples of new medicine
or medicines that they want to increase sales
Adequate physician sample

10 %
25%
15 %

19 % 22%
5% 4%

Beximco Square ACI Opsonin

ACME Aventis Others

Beximco is in the second position with 22 %

Image Analysis
Image includes a set of associations ranging from the
brand name, product performance, reliability,
features, benefits, doctor's preferences and
corporate image
Performance of Pharmaceuticals companies

35

30

25
% of Rating

20

15

10

0
B e ximc o S quare ACI Ops o nin ACME Ave ntis Othe rs
 Reasons for preferance

30

25

20
% o f R atin g

15

10

Beximco has a moderate image

Has to improve on quality, availability and
presentation aspects of their product.
 Recommendations
BPL should increase its product variety
Introduction of new products is vital -enhance image
of company
Provide more product samples gifts- BPL’s promotion
weak
Doctors should be informed previously about new
medicines
Strengthen the distribution network
Introduce Direct to consumers communication
programs
Increase competition, improve quality and
reduce price
 Conclusion
By conducting image analysis, measure the impact
of promotional programs

Growth rate high in pharmaceuticals sector

It supports development of auxiliary industries