"Analysis The Promotional Tools On The Basis of Marketing Mix

Analysis the Promotional Tools On the Basis of Marketing Mix
for MONAS (Montelukast) Marketing, and Doctors Prescription

towards ACME Laboratories Limited
THESIS REPORT
FOR
Bachelor OF Business Administration
Guided by:
Mustafa Mushfiqul Haque
Assistant Professor,
School of Business,
ASA University Bangladesh
Prepared by:
Mir Farhad Faysal
ID# BBA 03108580
DATE OF SUBMISSION: 12th May, 2008

Department of Business Administration
Analysis the Promotional Tools On the Basis of Marketing Mix for MONAS (Montelukast)
Marketing, and Doctors Prescription towards ACME Laboratories Limited
2010
Declaration of Student
I here by declare that the report entitled Analysis the Promotional Tools On the basis
of Marketing Mix for Monas (Montelukast) marketing, & Doctors & Prescription
towards ACME Laboratories Limited. is purely my academic effort and no other
personal and non academic purpose in associated with it, and this report is submitted
only in partial fulfillment of the requirement for the degree of Bachelor of Business
Administration to the ASA University Bangladesh as my practical work, and has not
be submitted or copied elsewhere for any purpose except the permission of my
institute,
Faculty of Business Studies
&
ACME Pharmaceuticals Limited
Bangladesh
Mir Farhad Faysal

BBA (Marketing)
31th Batch
Id. No. 03108580
Page | ii
2010
Declaration of Guide
Mir Farhad Faysal has worked on Analysis the Promotional Tools On the basis of Marketing
Mix for Monas (Montelukast) marketing, & Doctors & Prescription towards ACME
Laboratories Limited under my direct supervision. I have gone through this Thesis Report.
This is up to my full satisfaction.

Assistant Professor
ASA University, Bangladesh
Page | iii
2010
To
Assistant Profficer
Subject: Submission of Thesis Report
Sir,
It is pleasure for me to submit the heard copy of the Thesis Report on Analysis the
Promotional Tools On the basis of Marketing Mix for Monas (Montelukast) marketing, &
Doctors & Prescription towards ACME Laboratories Limited which have been assigned to
me as the partial fulfillment of my BBA program. To prepare this report I have work in the
organization for three month. I have collected most necessary information about promotional
tools of ACME, marketing Mix for Monas and market position for ACMEs product by
working internally and externally of the organization that have described detail into this
report.
I put my outmost effort to structure my report according to your guideline and tried to make
this report meaningful. I really enjoyed working in the organization and learned more about
the pharmaceuticals marketing activities.
I will remain available for any further clarification of this report.
Yours sincerely
Mir Farhad Faysal
Program: BBA
Batch: 31
Id no. 03108580
Page | iv
2010
Acknowledgement
The pharmaceutical sector is one of the largest sectors in the Bangladesh. There
are many pharmaceutical companies competing in the market. As a student of
Business Administration it should to know, how the companies setting price for
their product, which type of promotional strategy they are followed to developing
their offering, how much acceptance of those offering and why people accepting
the specific brand, and how the brand equity of the offering. On the other hand it
should also know how an originations environment and how the management
managing the different sector of an organization. To increase the knowledge about
managerial activities we should to conclude the Thesis Program.
I express my gratitude to my respectable teacher Mustafa Mushfiqul Haque for
guide me properly and giving me his valuable time and suggestions to prepare my
report
Special thanks to Mr. Rafiqul Islam (Director of Marketing & Sales), Mr.
Sazzad Johir (Head of PMD) and Asif Ainul Hoque (Head Administration &
HRD) for permit me to conclude Thesis in their organization (The ACME
Laboratories).
I would like to thanks my Company supervisor Md. Masum Hossain (Product
Officer) and all other Product Officers of The ACME Laboratories Ltd. who have
taken my special care and provided necessary information to prepare my report
successful one.
Finally thanks to all those Doctors, AMs, Field persons, and the Chemists who
have given their valuable information to me about my selected brand MONAS and
others competitors brands. And I also want to give thanks to my friends who help
me in various aspects.
Page | v
2010
Executive Summery
The focused study as designed to analysis the Analysis the Promotional Tools On the basis
of Marketing Mix for Monas (Montelukast) marketing, & Doctors & Prescription towards
ACME Laboratories Limited. This study was basically three types, Firstly Analyzing the
sales data, Secondly Allocation of the promotional tools (Pad, Literature, Gift, Doctors
Letter, and Sticker), Thirdly Field observations result analysis to measurement the brand
value of ACME Laboratories Limited It was found that, The ACME Laboratories Limited
has a very good communicated and dynamic marketing team and they are supported by the
supportive model of the organization. The good harmonization of Bosses by the employees is
the main light of successful The ACME Laboratories indeed. According to my observations I
saw that the promotional tools for Monas marketing is sufficient to hold the market share, the
prescription share was increasing for selecting the exact Marketing strategy.
Finally the strong distribution channel as network have good contribution to the product
launching process and kept product quality preservation accurately. The Field person, Area
managers are supplying the product with a proper distribution to fulfill the market demand. I
expect that the company will be the first leaded company in the pharmaceutical market varies
soon.
Page | vi
2010
Table of Contents
Chapter
Number
Chapter
Number
Description
Title Fly
Title Page
Declaration of Student
Declaration of Guide
Letter Of Transmittal
Acknowledgement
Executive Summary
Scope of the Report
Objective of the report
Methodology
Limitation of the Study
INTRODUCTION OF THE ORGANIZATION
1.1 Company History The ACME Laboratories Limited
1.2 Founder and Management of the Company
1.3 The Mission of The ACME Laboratories Limited
1.4 Vision of The ACME Laboratories Limited
1.5 Objectives The ACME Laboratories Limited
1.6 The Quality policy of The ACME Laboratories Limited
1.7 The Culture of the Organization
1.8 The Philosophy of the Organization
1.9 Sister Concerns of ACME
1.10 Growth, Development & Future
1.11 Address of the company
INTRODUCE OF MARKETING DEPARTMENT
2.1 Marketing Division of the ACME Laboratories Ltd
2.1.1 Fundamental Task of Marketing Department
2.1.2 Strategies of Marketing Division
2.1.3 Flow Chart of Marketing Department
2.1.4 Marketing Division Order Line
2.1.5 Sales Department
Description
Page
Number
Page
Number
2.1.6 Product Management Department:

2.1.7 Marketing Service Department (MSD)
2.1.8 International Marketing Department
2.1.9 Medical Services Department
2.2 Quality Assurance Department
2.3 Research and Development Department
Page | vii
Chapter
Number
2010
2.4 Human Resource Department

2.5 Raw Materials Department
2.6 Packaging & Packing Section
PHARMACEUTICAL MARKETING
3.1 History of Pharmaceutical Marketing
3.2 Concept of Pharmaceutical Marketing
3.3 Direct and indirect marketing to health care providers
3.3.1Physician Targeting
3.3.2 Sales force size and structure
3.3.3 Sales force optimization
3.3.4 Sales force effectiveness
3.4 SWOT analysis of Bangladesh Pharmaceutical Industry
3.5 Facts of Pharmaceutical Sector in Bangladesh
3.6 Marketing Activities of ACME
PRODUCT PROFILE
4.0 Introduction
4.1 Products of ACME
4.2 Output / Capacity Utilization
4.3 MONAS the Product for Asthma
4.4 Product of Arachidonic acid metabolism
4.5 MONAS- the first line treatment option VIA
4.6 Composition of MONAS
4.7 Benefit and Features of MONAS
4.8 Advantages of MONAS
4.9 Precautions
Description
Page
Number
4.10 Drug Interactions

4.10.1 Side-Effects
4.10.2 Pack Size
4.11 SMART Objectives
4.12 Features & benefits
PRICING CONCEPT & POLICY
5.1 Price
5.2 Why Pricing
5.3 Importance of Pricing
5.4 Pricing Strategy
5.4.1 Setting the price
5.4.2 Adapting the price
5.4.3 Initiating & Responding to price change
5.5 Price Elasticity Theory
Page | viii
6
7
8
Chapter
Number
2010
SALES PROMOTIONAL TOOLS OF ACME LABOURAORIES
6.0 Different Methods of Sales Promotion

CHANNEL OF DISTRIBUTION
7.0 Channel of Distribution
ANALYSIS OF PRODUCTS
8.1 SWOT analysis
8.2 Strategy taken/ to be taken get success
RESEARCH DESIGN
9.1 Problem Definition
9.1.1 Background of the study
9.2 Development of an Approach to the Problem
9.2.1 Objective of the study
9.2.2 Analytical Model
9.3 Research Design Formulation
9.4 Field work or Data collection
9.4.2 Model of Primary Data Collection
9.4.3 Secondary data collection process
9.4.4 Pilot study
Description
Page
Number
9.5 Limitation of the study

9.5 Data preparation and Analysis
9.5.1 Sampling Plan
9.5.2 Sample Size
9.6 Report Preparations and Presentation:
9.7 Research Budget
10
DOCTORS
EXPEXTATION,
SUGGESSIONS
&
RECOMMENDATIONS
Bibliography
Page | ix

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Formats disponibles

Analysis the Promotional Tools On the Basis of Marketing Mix

for MONAS (Montelukast) Marketing, and Doctors Prescription

DATE OF SUBMISSION: 12th May, 2008

Mir Farhad Faysal

Mustafa Mushfiqul Haque

2.1.6 Product Management Department:

2.4 Human Resource Department

4.10 Drug Interactions

SALES PROMOTIONAL TOOLS OF ACME LABOURAORIES

6.0 Different Methods of Sales Promotion

9.5 Limitation of the study

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