DEPARTMENT OF MANAGEMENT

Report on Summer Training

Sales plan to sell a particular product (CEFFI)

Submitted to Lovely Professional University

In partial fulfillment of the

Requirements for the award of Degree of

Master of Business Administration

Submitted to:- Submitted by:-

Mr.Sonu Dua Abhinav Sangrai.

Signature: Roll no:-B45

DEPARTMENT OF MANAGEMENT

LOVELY PROFESSIONAL UNIVERSITY

PHAGWARA

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ACKNOWLEDGEMENT
There is always a sense of gratitude one expresses to others for the helpful and needy service they
render during all phases of life. I have completed this training with the help of different
personalities. I wish to express my gratitude towards all of them. It gives me immense pleasure to
express my deep regards andsincere sense of gratitude to Mr. RAMESH ARORA(MANAGING
DIRECTOR OF KWALITY PHARMACEUTICALS) AND MR.NEERAJ
LAKHANPAL(TRAINING GUIDE)for his guidance throughout the training. Thank you sir for
your able and worthy guidance. I would also like to thank my guide teacher MR. SONU DUA for
guiding me time to time during my summer training.Lastly I would like to thank my parents and
friends for their constant support during the duration of my training.

Thank You One and All

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TABLE OF CONTENTS:-
1.CERTIFICATE OF THE COMPANY……………….……………………………………..4
2.ABSTRACT…………………………………………………………………………………5
3. INTRODUCTION OF COMPANY………………………………………………………..6
4.PRODUCTS OF MARKETING IN INDIA………………………………………………...7
5.CORPORATE PROFILE……………………………………………………………………8
6. INDUSTRY ANALYSISPHARMACEUTICAL INDUSTRY IN INDIA…………….....13
7. SALES PLAN OF A PRODUCT:-CEFFI(INTRODUCTION)………………………..…17

8. SALES PLAN INTRODUCTION……………………………………………...…………22

9.COMPONENTS OF SALES PLAN…………………………………………...…………..23

10.SALES STRATEGY……………………………………………………...………………31

11. FACTORS TO BE STUDIED WHILE PREPARING SALES PLAN………….……..36

12.SALES PROMOTION STRATEGY……………………………………………………..37

13.SALES PROCESS………………………………………………………….…………….38

14.RECOMMENDATIONS…………………………………………………………………42

15.REFERENCES…………………………..………………………………………………..43

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4
ABSTRACT:-
This study titled as above aims at exploring the strategies followed by kwality pharmaceuticals to
manage its various partners both internal as well as external since it started its operations in India.
This study will also explore what changes and plans regarding kwality pharmaceuticals is bringing
in order to increase its visibility and market presence on the Indian pharma market. This study aims
to explore the overall functioning and sales strategies in the marketplace. To know about these
facts this report will primarily focus on the sales plan of kwality pharmaceuticals.To know the
overall functioning of sales in kwality pharmaceuticals it is important to get an understanding of
the topic. It is also important because is will explore the sales and distribution system of kwality
pharmaceuticals. This project also covers a detailed observation and study of the sales pattern used
by company to increase the sales in some areas of Amritsar.

The various observations and studies were done through route rides, direct marketing, market visits
and from the sales team of kwality pharmaceuticals. The aim of the overall training was to have a
complete and thorough understanding of the process of the various stages of product movement
from the production to the final consumer and the various agencies which influence and help move
these products.

5
INTRODUCTION OF COMPANY:-
KWALITY PHARMACEUTICALS:-

Kwality Pharmaceuticals Pvt. Ltd. are manufacturer of finished pharmaceutical formulations in a

dosage form. The company has its registered office at 6th Mile Stone, Village Nag Kalan, Majitha
Road, Amritsar. The company is incorporated in 4th May 1983 and is ever progressing in Domestic
and International markets based on its commitment towards high quality and standards.

Kwality Pharmaceuticals Pvt. Ltd. are leading manufacturer & exporters of pharmaceutical
formulations in Liquid Orals, Dry Syrups, Tablets, Capsules, Sterile Powder for Injections and
small volume injectables. The company has registered all its products in different Countries of
Europe, Africa, Asia & CIS Countries.

HISTORY:-

Kwality Pharmaceuticals Pvt. Ltd. India is a leading manufacturer of finished pharmaceutical

formulations in dosage form. Since inception, Kwality is committed to excel and be ever
progressing in Domestic and International markets based on its commitment towards high quality
and standards.

Kwality’ was born on May 4th 1983 when its director and promoter Mr. Ramesh Arora was
inspired to begin his own venture leaving behind there already flourishing family business of
spinning and aromatics. With little background of finished pharmaceuticals and high held spirits
and will, he started the business.

He received his first drug license in 1981 approved for liquid oral manufacturing. Climbing ladder
of success, till date, company has 29 different sections available at their site at Nag Kalan and 19 at
its production center in Himachal Pradesh. In the time span spread over a quarter of the century,
the company has re-ensured it’s commitment to quality by acquiring and maintaining ISO:
9001:2000 and ISO 14001:2004 certification along with GMP Schedule M.

6
During this time the company has not only establish world class quality standards but also has been
able to offer customized products to their vast clientele spread across the globe. Needless to say
that each of these products respected global standards as well as satisfaction of the client.

'Kwality’  has always been and will continue, believing and practicing meeting the requirements
and satisfaction of their clients.

GLOBAL PRESENCE:-

1. Domingo 8. Niger 14. Chad 20. Afghanistan

Dominican
2. 9. Mali 15. Zambia 21. Turkmenistan
republic
3. Chile 10. Gambia 16. Malawi 22. Uzbekistan
4. Honduras 11. Burkina Faso 17. Madagascar 23. Kirgiz
5. German 12. Ivory coast 18. Myanmar 24. Tadzhik
6. Italy 13. Mozambique 19. Iran 25. Kazakistan
7. Nigeria

7
 Shipper
S.
Brand Name  Composition Packing Packin MRP
No. 
g
Each 5 ml. contains :
Diphenhydramine Hydrochloride. IP -
14.08 mg

Atuss cough Ammonium Chloride IP - 138 mg

1 100 ml 100 30.00
Syrup
Sodium Citrate IP - 57.03 mg

Menthol IP - 1.14 mg

Chloroform IP - 0.02 ml
Each 5 ml. contains :
Terbutaline Sulphate IP - 1.25mg

Bromhexine HCl. IP - 4 mg
2 Brodex Syrup 100 ml 100 46.00

Guaiphenesin IP - 50 mg

Menthol IP - 2.5 mg
Each 5 ml. contains :
Chlorpheniramine Maleate IP - 2 mg

Carecof Cough Dextromethorphan Hydrobromide IP -

3 60 ml 200 32.00
Formula   10 mg

Phenylepherine Hydrochloride IP - 5 mg

Disodium Hydrogen Citrate IP - 1200

4 5000 ml 4 350.00
Citra Sip Syrup gms
5 Ferrosan Each 5 ml. contains : 200 ml 60  
Suspension Carbonyl Iron eq. to Elemental Iron - Mono
50mg. Carton

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 Vitamin B12 - 15 mcg.

Folic Acid - 1 mg.

Vitamin C - 75 mg.

Zinc Sulphate Monohydrate USP

eq. to Elemental Zinc - 50 mg
Each 5 ml. contains :
Chlorpheniramine Maleate IP - 4 mg

Ammonium Chloride IP - 75 mg 100 ml

Korax Cough
6 Mono 100 65.00
Syrup Ephedrine Hydrochloride IP - 5 mg
Carton
Sodium Citrate IP - 50 mg

Menthol IP - 1 mg
Each 5 ml. contains :
Activated Dimethicone IP - 50 mg

Magnesium Hydroxide IP - 250mg 

(added as Magnesium Hydroxide paste)
KP - Gel
7 170 ml 60 47.00
Suspension
Aluminium Hydroxide Gel IP - 250 mg 
(added as Aluminium Hydroxide paste)

Sorbitol Solution (70%) IP 

(non-crystallising) 1.25 g
Each 5 ml. contains : 30 ml
8 Levcet Syrup Mono 300  
Levocetrizine Hydrochloride - 5 mg
Carton
9 Norgi Each 5 ml. contains : 30 ml 300 33.00
Suspension Norfloxacin IP - 100 mg. Mono
Carton
Metronidazole Benzoate IP eq. to

9
 Metronidazole IP 120 mg.
Each 5 ml. contains :
Nimgesic Nimesulide BP - 50 mg.
10 60 ml 200 29.50
Suspension
Paracetamol IP - 125 mg.
Each 5 ml. contains : 30 ml
Oxacin
11 Mono 300 34.00
Suspension Ofloxacin IP - 50 mg.
Carton

Chlorpheniramine Maleate IP 0.01%w/v 10 ml 

Naphdre Eye
12 Mono 400 32.00
Drops
Zinc Sulphate IP 0.12%w/v Carton

Boric Acid IP 1.25%w/v,Sodium

Chloride IP 0.05%w/v
Composition : 10 ml
Oxacin Eye / Ear
13. Mono 400 29.50
Drops Ofloxacin 0.3%w/v
Carton

Each 5 ml. of reconstituted suspension

contains:
Cefixime USP as Trihydrate 
Mono
14. Ceefi - tablets eq. to Anhydrous Cefixime 200 mg. 100 tab 200.00
Carton
Lactic acid bacillus in spores 40X106

Schedule H
Each 5 ml. of reconstituted suspension
Co-Moxiclav - 30 ml 
15 contains: 200 99.50
LB Dry Carton
Amoxicillin Trihydrate USP 

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 equivalent to Amoxicillin 200 mg.

Potassium Clavulanate USP 

(as Potassium Clavulanate Diluted BP)
equivalent to Clavulanic Acid 28.5 mg.

Lactobacillus sporogenes 40X106

CORPORATE PROFILE:-

The Managing Director Mr. Ramesh Arora is the promoter director of the company and he is
commerce graduate. He has an experience of more than 32 years (Started his career in 1976) in the
pharmaceutical formulation manufacturing and administration. His responsibilities are to provide
direction, business and organizational leadership, to formulate long term business strategy and
planning, explore new business opportunities and create and maintain high level government and
private official relationship. He is also responsible for formulating the management quality policy
and implementation of drugs and cosmetics act with new schedule ‘M’. He is responsible to define
the responsibilities and to arrange the adequate resources for management, manufacture and
verification. He is responsible to review the internal and external audit, implementation, review the
formulated management quality policy will review the customer feedback, non-conformance,
performance approval for improvement and motivation.

Mr.Ajay Arora (Director):-  

The director Mr. Ajay Arora is the second responsible person of the organization. He perform the
duty of M.D. in his absence. His qualification is B. Pharmacy. He has an experience of more than
20 years (Started his career in 1988) in formulation. His responsibility includes carrying out the
day to day business of manufacturing and quality assurance, Maintenance of machinery,
cleanliness of area, keeping watch over various production departments carrying out their business
and recording their activities and the first audit of the production document and inspection. His
responsibility is to assist with managing director in implementing the policies and procedure
framed by managing director. His responsibility is the execution of planning.

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INDUSTRY ANALYSIS OF PHARMACEUTICAL INDUSTRY IN INDIA:-

The Indian Pharmaceutical Industry today is in the front rank of India’s science-based industries
with wide ranging capabilities in the complex field of drug manufacture and technology. A highly
organized sector, the Indian Pharma Industry is estimated to be worth $ 4.5 billion, growing at
about 8 to 9 percent annually. It ranks very high in the third world, in terms of technology, quality
and range of medicines manufactured. From simple headache pills to sophisticated antibiotics and
complex cardiac compounds, almost every type of medicine is now made indigenously.

Playing a key role in promoting and sustaining development in the vital field of medicines, Indian
Pharma Industry boasts of quality producers and many units approved by regulatory authorities in
USA and UK. International companies associated with this sector have stimulated, assisted and
spearheaded this dynamic development in the past 53 years and helped to put India on the
pharmaceutical map of the world.

The Indian Pharmaceutical sector is highly fragmented with more than 20,000 registered units. It
has expanded drastically in the last two decades. The leading 250 pharmaceutical companies
control 70% of the market with market leader holding nearly 7% of the market share. It is an
extremely fragmented market with severe price competition and government price control.

The pharmaceutical industry in India meets around 70% of the country's demand for bulk drugs,
drug intermediates, pharmaceutical formulations, chemicals, tablets, capsules, orals and injectibles.
There are about 250 large units and about 8000 Small Scale Units, which form the core of the
pharmaceutical industry in India (including 5 Central Public Sector Units). These units produce the
complete range of pharmaceutical formulations, i.e., medicines ready for consumption by patients
and about 350 bulk drugs, i.e., chemicals having therapeutic value and used for production of
pharmaceutical formulations.

Following the de-licensing of the pharmaceutical industry, industrial licensing for most of the
drugs and pharmaceutical products has been done away with. Manufacturers are free to produce

12
any drug duly approved by the Drug Control Authority. Technologically strong and totally self-
reliant, the pharmaceutical industry in India has low costs of production, low R&D costs,
innovative scientific manpower, strength of national laboratories and an increasing balance of
trade. The Pharmaceutical Industry, with its rich scientific talents and research capabilities,
supported by Intellectual Property Protection regime is well set to take on the international market.

ADVANTAGE INDIA:-

Competent workforce:- India has a pool of personnel with high managerial and technical
competence as also skilled workforce. It has an educated work force and English is commonly
used. Professional services are easily available.

Cost-effective chemical synthesis:- Its track record of development, particularly in the area of
improved cost-beneficial chemical synthesis for various drug molecules is excellent. It provides a
wide variety of bulk drugs and exports sophisticated bulk drugs.

Legal & Financial Framework:- India has a 53 year old democracyand hence has a solid legal
framework and strong financial markets. There is already an established international industry and
business community.

Information & Technology:- It has a good network of world-class educational institutions and
established strengths in Information Technology.

Globalisation:- The country is committed to a free market economy and globalization. Above all,
it has a 70 million middle class market, which is continuously growing.

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Consolidation:- For the first time in many years, the international pharmaceutical industry is
finding great opportunities in India. The process of consolidation, which has become a generalized
phenomenon in the world pharmaceutical industry, has started taking place in India.

THE GROWTH SCENARIO:-

India's US$ 3.1 billion pharmaceutical industry is growing at the rate of 14 percent per year. It is
one of the largest and most advanced among the developing countries. Over 20,000 registered
pharmaceutical manufacturers exist in the country. The domestic pharmaceuticals industry output
is expected to exceed Rs260 billion in the financial year 2002, which accounts for merely 1.3% of
the global pharmaceutical sector. Of this, bulk drugs will account for Rs 54 bn (21%) and
formulations, the remaining Rs 210 bn (79%). In financial year 2001, imports were Rs 20 bn while
exports were Rs87 bn.

STEPS TO STRENGTHEN THE INDUSTRY:-

Indian companies need to attain the right product-mix for sustained future growth. Core
competencies will play an important role in determining the future of many Indian pharmaceutical
companies in the post product-patent regime after 2005. Indian companies, in an effort to
consolidate their position, will have to increasingly look at merger and acquisition options of either
companies or products. This would help them to offset loss of new product options, improve their
R&D efforts and improve distribution to penetrate markets.

Research and development has always taken the back seat amongst Indian pharmaceutical
companies. In order to stay competitive in the future, Indian companies will have to refocus and
invest heavily in R&D.

The Indian pharmaceutical industry also needs to take advantage of the recent advances in
biotechnology and information technology. The future of the industry will be determined by how
well it markets its products to several regions and distributes risks, its forward and backward

14
integration capabilities, its R&D, its consolidation through mergers and acquisitions, co-marketing
and licensing agreements.

SALES PLAN OF A PRODUCT:-CEFFI

INTRODUCTION OF A PRODUCT :-

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USES:- This medication is a cephalosporin-type antibiotic used to treat a wide variety of bacterial
infections, such as respiratory tract infections, middle ear infections, skin infections, urinary tract
infections, and tonsillitis.

HOW TO USE:- This medication may be taken without regard to meals. Antibiotics work best
when the amount of medicine in your body is kept at a constant level. Do this by taking the
medication at evenly spaced intervals throughout the day and night. Continue to take this
medication until the full prescribed amount is finished even if symptoms disappear after a few
days. Stopping the medication too early may allow bacteria to continue to grow resulting in a
relapse of the infection. Certain infections can be treated with a single one-time dose. Follow
directions carefully.

SIDE EFFECTS:- This medication may cause stomach upset, diarrhea, loss of appetite, nausea, or
vomiting. Take with food or milk to minimize these effects. If they continue or become severe,
inform your doctor promptly. Other side effects reported with this medication include headache,
dizziness, fatigue, muscle aches and strange taste in the mouth. Inform your doctor if any of these
effects occur. Unlikely to occur but report promptly: fever, easy bleeding or bruising, change in the
amount of urine, seizures. A serious allergic reaction to this drug is unlikely, but seek immediate
medical attention if it occurs. Symptoms of a serious allergic reaction include: rash, itching,
swelling, severe dizziness, trouble breathing. If you notice other effects not listed above, contact
your doctor or pharmacist.

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PRECAUTIONS:- Before taking cefixime, tell your doctor or pharmacist if you are allergic to it;
or to penicillins or other cephalosporins; or if you have any other allergies. Before using this
medication, tell your doctor or pharmacist your medical history. Use of this medication for
prolonged or repeated periods may result in a secondary infection (e.g., oral, bladder or vaginal
yeast infection). This drug should be used only if clearly needed during pregnancy. Since small
amounts of this medication appear in breast milk, consult your doctor before breast-feeding.

GENERIC NAME: Cefixime

CEFIXIME TABLETS:-

Cefixime belongs to a group of antibiotics called the cephalosporins. They kill bacteria by
interfering with the ability of bacteria to form cell walls. The bacteria therefore break up and
die. Cefixime is one of a group of antibiotics known as cephalosporins. 
It treats infections by killing or stopping the growth of the bacteria that cause them. 
Cefixime is available in tablet and oral liquid form.

CEFIXIME DRUG:-

Cefixime, a cephalosporin antibiotic, is prescribed for bacterial infections of:-

- Ears; 
- For uncomplicated gonorrhea; 
- The chest; 
- Throat; 
- Urinary tract; 

If you are allergic to either penicillin or cephalosporin antibiotics in any form, consult your doctor
before taking Cefixime. An allergy to either type of medication may signal an allergy to Cefixime,
and if a reaction occurs, it could be extremely severe. If you take the drug and feel signs of a
reaction, seek medical attention immediately.

CEFIXIME ANTIBIOTIC:-Cefixime is a semisynthetic cephalosporin antibiotic, chemically

similar to penicillin. Cefixime is effective against a wide variety of bacteria organisms, such as:-

17
- E coli; 
- Haemophilus influenzae; 
- N gonorrhoeae; 
- Streptococcus pneumoniae;

CEFIXIME IS PRESCRIBED FOR:-

Infection of the kidney (pyelonephritis) 

Infections of the ears, nose or throat 
Infections of the organs associated with breathing, including: 
- Lungs (respiratory tract); 
- Nasal passages; 
- Sinuses; 
- Windpipe; 
Infections of the urinary tract 
Allergy to penicillin-type antibiotics 
Kidney disease 

Cefixime is effective against susceptible bacterias causing infections of: 

- Bronchitis; 
- Laryngitis; 
- Pneumonia; 
- The middle ear; 
- Throat infections; 
- Tonsillitis; 

Cefixime is prescribed in treating urinary tract infections and gonorrhea. Cefixime is also useful in
treating acute bacterial bronchitis in patients with chronic obstructive pulmonary disease (COPD).
CEFIXIME SIDE EFFECTS:-

Abdominal pain; 
Abnormal liver tests; 
Allergic reaction to active ingredient; 
Arthritis; 
Confusion; 
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Diarrhea; 
Diarrhoea; 
Dizziness; 
Fever (pyrexia); 
Fever; 
Gas; 
Headache; 
Headaches; 
Hyperactivity; 
Indigestion; 
Inflammation of the large intestine (colitis); 
Itching (pruritus); 
Itching; 
Joint pain; 
Loose stools; 
Mild diarrhea; 
Muscle tightness or dizziness; 
Nausea (feeling sick); 
Nausea; 
Nervousness; 
Problems sleeping; 
Rash; 
Skin rash; 
Vaginitis; 
Vomiting (being sick); 
Vomiting;

CEFIXIME DOSAGES:-

ADULTS :-
The usual adult dose is 400 milligrams daily. This may be taken as a single 400-milligram tablet
once a day or as a 200-milligram tablet every 12 hours.

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CHILDREN :-

The safety and effectiveness of Cefixime in children less than 6 months old have not been
established. The usual child's dose is 8 milligrams of liquid per 2.2 pounds of body weight per day.
This may be given as a single dose or in 2 half doses every 12 hours. Children weighing more than
110 pounds or older than 12 years of age should be treated with an adult dose. If your child has a
middle ear infection (otitis media), your doctor will probably prescribe Cefixime suspension. The
tablet form is less effective against this type of infection. 

OLDER:-

Your doctor may start you on a low dosage because this drug is eliminated from your body by the
kidneys and kidney function tends to decrease with age. 

SALES PLAN INTRODUCTION:-

SALES PLAN:- The aggregate or family-level plan used to provide the demand portion of the
sales and operations planning process. It contains unit projections and the associated dollar value,
and provides the target for review and corrective action if sales goals are not met and the
development of the future objectives of a sales department in order to improve performance and
increase sales. A sales plan is a form of business plan that sets out the short- and long-term
opportunities for the sales department, concentrating on building on the department's strengths and
analyzing and avoiding weaknesses. It also includes the setting of future sales objectives, based on
realistic projections, looking at future costs, and taking into account the objectives of other
departments.

A sales plan contains the objectives of the sales process, the responsibilities and incentives of those
involved in the sales process, and the resources that will be available or used for the sales process.
The sales plan usually includes objectives (sales targets), assigned sales representatives, what
products they are authorized to sell, list of sales roles, responsibilities, and territories.

20
This diagram shows how a sales process can be managed. In this example, the sales process is
divided key steps that can be defined and managed. The prospecting step is used to identify new
customers or expanded needs for existing customers. The qualification step is used to determine
how many of the prospects are qualified (real candidates) for the product or service. The interest
assessment step is used to determine how motivated the prospect is to take action to satisfy their
need for the product or service. The fact-finding stage is used to determine who are the decision
makers and what steps are necessary to complete the sale. The close involves the consolidation of
the previous steps (coordination of motivated decision makers) so purchases can result. The
progress between each step can be tracked and optimized. Included in the chart is an example
activity time sheet showing that step may require different levels of time commitment and that the
allocation of resources (time for each salesperson) is usually distributed along each step.

COMPONENTS OF A SALES PLAN:-

1.In order to achieve sales success, a company or salesperson needs to develop and implement a
sales plan. The successful plan will contain components relating to identifying prospects as well
uncovering a potential need. Once the sale is made, a methodology should be employed that paves
the way for repeat and spin-off business.

TARGETING:-

1.It's important to establish a target market for your product or service so that you are only
approaching those who have a need for your product.

2.QUALIFYING:-

A sales plan should also include the component of pre-qualifying prospects to see if they are able
to actually purchase the product or service.

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3.FINDING A NEED:-

A sales plan should contain a needs analysis component where salespeople determine the needs of
a prospect by asking a series of questions. Once the need is uncovered, the salesperson can then
determine which product best meets the need and explain how the product's features and benefits
provide the solution.

4.DECISION MAKING:-
In this stage the decision is taken that the product can be launched in the market or not or we
should further proceed our project or not on the basis of the above steps.

5.PLANTING A SEED:-

Once the sale is finalized, the sales plan should include a component to develop future sales. This
can include obtaining referrals or testimonials from the client, or to set the stage for another
meeting to discuss another need that may have been uncovered. A method of keeping in touch
should also be implemented, such as an email newsletter or regularly scheduled followup calls.

SALES PLAN OF CEFFI:-

TARGETING:-

Target market of the product ceffi are as follows:-

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TABLE NO:-1
TARGET PERCENTAG
S.NO
AUDIENCE E
LOWER
1 25%
CLASS
MIDDLE
2 60%
CLASS
UPPER
3 15%
CLASS

PERCENTAGE
15% 25%

60%

So from the above we can see that middle class people are consuming 60% of the product in the
region of AMRITSAR.This easily tells us that the company is targeting on the middle class people
mainly because this medicine is easily affordable by maximum people of middle class.

So the target audience is middle class .

2.QUALIFYING:-

In this process KWALITY PHARMACEUTICALS do surveys regarding the sales of a product

time to time by the process of market research so that to know that their product will bring them
profit in future or not.

23
Different surveys were done by KWALITY PHARMACEUTICAL to know their products pre-
qualifying prospects.

Eg.like company do survey after every three months about the changes in demand of cefixime
through doctors by questionnaires .

One of the example of study of sales trends is illustrated :-

NO OF
BRAN AMOUN
S.N MONTH CARTONS %AG
D T
O S PRODUCE E
NAME SELLED
D
JANUAR
1 CEFFI 5000 2560 51.2
Y
60.285
2 APRIL CEFFI 7000 4220
7
3 JULY CEFFI 10000 7000 70
OCTOBE 71.833
4 CEFFI 12000 8620
R 3
JANUAR 82.533
5 CEFFI 15000 12380
Y 3

16000

14000

12000

10000
NO OF CARTONS
PRODUCED
8000 AMOUNT SELLED
PERCENTAGE
6000

4000

2000

3.FINDING A NEED:-

24
This is generally done before launching a product.For this questionnaires are given to the doctors
to get appropriate response.One of the questionnaire which was used by KWALITY
PHARMACEUTICAL before launching CEFFI is as follows:-

QUESTIONNAIRE

NAME OF THE DOCTOR ____________________________

ADDRESS
_______________________________________________________________________________
__________

_____________________________________________.

PHONE NO _____________________________

1.WHICH ANTIBIOTIC IS GENERALLY PRESCRIBED TO TREAT BACTERIAL

INFECTIONS?

(A)CEFIXIME

(B)CIPROFLOXACCIN

(C)PENICILLIN

(D)OTHERS

2.WHICH ANTIBIOTIC BRAND YOU GENERALLY PRESCRIBE TO PATIENTS?

(A)ZIFI

(B)SUPRAX

(C)CEFIPAR

(D)OTHERS

IF OTHERS PLEASE SPECIFY THE REASON_____________________________________

3.ON WHAT BASIS YOU PRESCRIBE THE SAME SALT CEFIXIME?

25
(A)BRAND

(B)PRICE

(C)EFFECTIVENESS

(D)OTHERS BASIS

IF OTHER PLEASE SPECIFY THE REASONS 1.______________________________________

2______________________________________________________________________________
3.______________________________________________________________________________

4.______________________________________________________________________________

4.ARE YOU PATIENTS SATISFIED WITH BRAND WHICH YOU ARE PRESCRIBING?

YES

NO

IF NO PLEASE SPECIFY THE REASON:-

___________________________________________________________.

5.ARE YOUR PATIENTS SATISFIED WITH THE PRICE OF CEFIXIME YOU PRESCRIBE
AS PER THE POTENCY LEVEL?

YES

NO

IF NO PLEASE SPECIFY THE REASONS?

26
1.______________________________________________________________________________
2.______________________________________________________________________________
3.______________________________________________________________________________
4.______________________________________________________________________________

6.IF A NEW PRODUCT COMES IN A MARKET WITH SAME SALT WITH MORE
POTENCY AND LESS PRICE THAN OTHER BRANDS ,THEN WHAT ARE THE CHANCES
OF SUCCESS FOR THAT PRODUCT?

________________________________________________________________.

So on the basis of these questionnaires in each territory gave the appropriate information about the
demand of the product before launching CEFFI .

4.PLANTING THE SEED:-

Once the sale is finalized, the sales plan should include a component to develop future sales. This
can include obtaining referrals or testimonials from the client, or to set the stage for another
meeting to discuss another need that may have been uncovered. A method of keeping in touch
should also be implemented, such as an email newsletter or regularly scheduled followup calls.

Following is a e-mails which are generally sent to the distributers or any buying party which is
interested in buying products in wholesale:-

27
Dear Sir,

We would like to introduce our self as manufacturer of Pharmaceutical formulations. Our company
name is M/s Kwality Pharmaceuticals Pvt. Ltd and our company is situated in India. We are
manufacturer from last 25 years catering the demand of domestic buyers and export buyers,
supplying to government hospitals and doing domestic marketing. We are manufacturer of more
than 1500 products . We manufacture as per the buyer requirement. We have the facilitiy to
manufacture tablets, capsules, sterile powder for injection, liquid small volume injecton,  Liquid
syrups, eye drops, ointments, Dry syrups, creams, ORS , Dental Cartridges and veterinary
medicines in various categories. We are also manufacturing various Anticancer,Antibiotics and
Anti Aids products. We are sending you our product list. You can also check our
website www.kwalitypharma.com.   
Kindly let us know your interest and reply us. We shall be pleased to offer you our services.  Pleaes
contact us on our below e-mail
address [email protected] , [email protected]@kwalitypharma.com. 
Sky- Pe ID ramesh.arora1,  Our contact no. is +91-183-2774321/22/23/24/25, Fax: +91-183-
2774477, Mobile no. +91-9814052314, +91- 9356002428
Waiting for your prompt reply. 

With Best Regards

Ramesh Arora(Mg. Director),
Nag Kalan, Majitha Road, Amritsar - 143601(India) 
 
website: www.kwalitypharma.com 
email: [email protected], [email protected] 
Mobile:-0091-9356002428,0091-9814052314 
Sky Pee ID: ramesh.arora1, Yahoo ID: [email protected]

28
NOW COMES THE SALES STRATEGY WHICH IS GENERALLY USED BY KWALITY
PHARMACEUTICALS TO MAKE SALES MORE EFFECTIVE:-

SALES STRATEGY:-

Planned approach to account-management policy formation,prospect identification and

qualification, sales presentation, and order generation aimed at achieving a firm's sales quotas or
targets.

A.How many sales people will be needed to achieve the revenue goals?

KWALITY PHARMACEUTICAL has its sales force as follows to achieve goals:-

* medical representatives-300

*Area wise manager-45

*regional sales manager-10

*sales manager-4

All of the above people conduct their meeting at the end of the quarter to know the performance of
eeach and every one

In their selective regions and in this meeting all the pros and cones regarding sales are generally
known so as to improve the future sales.

B. How is the sales territory be divided?

Territory is divided into four groups to enhance sales in Punjab, Himachal Pradesh and Jammu and
Kashmir are as follows:-

*Amritsar

*Chandigarh

*Jassur

*Jammu

29
All these four places are the headquarters of the company where the monthly reporting is sent to
sales managers to take effective decisions regarding sales.

Following are the ways through which reporting is done:-

After every 3 months this record is shown by the medical representatives to their respective area
wise managers.

On the basis of this personal activity of every medical representative is judged and the sales
performance is also known.

OWN ACTIVITY RECORD OF MEDICAL REPRESENTATIVE:-

C.TABLE NO:-2
NAME OF MEDICAL
REPRESENTATIVE:-XYZ
A M J J A S O N D J F M
P A U U U E C O E A E A
PARTICULARS R Y N L G P T V C N B R

TOTAL NO OF DAYS
IN MONTH                        

LEAVE+SUNDAYS+
HOLIDAYS                        

TOTAL NO.OF
WORKING DAYZ                        

CYCLE MEETS DAYS                        

NO OF DOCTORS
VISITED                        

NO OF DOCTORS
VISITED WITH
MANAGERS                        

30
NO OF CHEMISTS
VISITED MANAGERS                        

NO. OF CORE
DOCTORS IN AREA                        

NO OF CHEMISTS
VISITED MANAGERS                        

AVERAGE CALLS                        
 
 
D.TERRITORY ACTIVITY RECORD:-
TABLE NO:-3
 
NAME OF MED.REP:-XYZ
S
PARTICUL AP M JU JU AU O NO DE JA FE M
E
ARS R AY N L G CT V C N B AR
P
PUBLIC
AWARENE
SS                        
PROGRAM
MES

CONDUCT
                       
ED BY(Dr)

NO.OF
PEOPLE                        
ATTENDED

OUR
ACTIVITIE                        
S

EXPENSES                        

                         

31
PHYSICIAN
DEVELOP
MENT                        
PROGRAM
MES

CONDUCT
                       
ED BY(Dr.)

NO.OF
PEOPLE                        
ATTENDED

OUR
ACTIVITIE                        
S

EXPENSES                        

                         

NO.OF
ROUND
TABLE                        
CONFEREN
CES

NO. OF
DOCTORS
                       
PARTICIPA
TED

                         

NO.OF
GIFTS
                       
GIVEN TO
DOCTORS

32
 NO.OF
CARDS
SREMINDE
R LETTERS                        
SENT TO
THE
DOCTORS

TABLE NO:-4
E.BRAND PERFORMANCE ANALYSIS:-
NAME OF MED.REP:-
                   
XYZ
BRA AP MA JU JU AU SE OC NO DE JA FE MA
 
ND R Y N L G P T V C N B R
CEFF
                         
I
  TGT                        
  FLS                        
  SLS                        
LY-
                         
FLS
%
  GROW                        
TH
  %ACH                        
  YPM                        

So,all these things are done by KWALITY PHARMACEUTICALS to analyse the their sales.
F. How many sales calls will it take to get one order?

Single medical representative makes minimum 10 calls a day to doctors to achieve their quarterly
targets. Minimum quarterly target of each medical representative is about 2.5 lacks.

G. How will the sales force be trained?

Regular training sessions are provided to the medical representatives in their training centre located
in chandigarh where they are provided with all the new plans and the strategies used to make sales

33
more efficient year after year. About one month training is provided to the newly appointed
candidates(medical representatives) regarding their products and sales.

H, What is the commission rate and how and when will it be paid?

Commission is generally given to the doctors is 10-15% on the basis of prescription.

SALES METHODOLOGY:-

Sales methodology generally used by the KWALITY PHARMACEUTICALS is direct face to

face sales.

Internet marketing(mainly used for enhancing international business).

SALES PROMOTION STRATEGIES:-

1.ADVERTISEMENT is done through:-

*NEWSPAPERS.

*INTERNET.

*DISCOUNTS.

*BANNERS(IN THE LOCAL REGIONS WHERE SALES ARE TO BE DONE).

2.OFFERS:-

Various offers are given to the doctors,chemists,wholesalers etc by the company to enhance the
sales of medicine.Different types of offers which are given are as follows:-

1.Gifts.

2.Discounts.

3.Family holidays packages etc.

34
FACTORS TO BE STUDIED WHILE PREPARING SALES PLAN:-
1.MARKETS:-
a. It is very important to know about your current markets or future market.
b. Why do your customers buy from you?
*Doctors mainly use to prescribe CEFFI to their patients because of its low price and more
effectiveness then compared to the other brands.
3.What could you offer that would attract more non-customers?
*Low price.

2) COMPETITION:-In this company studies about the major competitors which affect their
sales.major competitors of kwality pharmaceuticals are as follows;-

1.INTAS PHARMACEUTICALS. 2.PIRAMAL HEALTH CARE.

3.CIPLA 4.RANBAXY

Now the main problem what company faces is that each of these company have same products
with different prices. Brand name of RANBAXY and CIPLA is quite strong then that of
KWALITY PHARMACEUTICALS.So the company mainly focuses on the price of their product
by decreasing the cost of production and launching the same salt with lesser price. To make the
effective sales plan,study of the competitors are very important.The main things I studied about the
competition against the KWALITY PHARMACEUTICALS are as follows:-
35
A.First the company studies that in what ways competitors can give competition to them.e.g Big
pharmaceutical companies are giving strong competition to the small pharmaceuticals like
KWALITY PHARMACEUTICALS because of their strong brand names and large sales force.

Companies like INTAS PHARMACEUTICALS have their large sales force of about 4,500
medical representatives all over INDIA which are giving a tough edge to these small
pharmaceuticals.So to exist n the present market KWALITY PHARMACEUTICAL is
emphasizing more on their sales force to enhance their sales and overall profit.

B.What makes the KWALITY PHARMACEUTICALS successful?:-

The main thing is that KWALITY PHARMACEUTICALS is mainly emphasizing on the middle
class people by giving them same salts in less prices as compared to the other big companies like
INTAS,RANBAXY.

C. What are the main reasons why a customer would buy from the competitors?:-

The only reason that a customer is going to other brands because of their pre existing brand name
and KWALITY PHARMACEUTICAL has less brand value thenother firms.

D. Why would a customer buy product of KWALITY PHARMACEUTICALS?:-

One of the biggest reason is the low price of drugs as compared to the other brand products of same
class.For e.g ceffi costs about Rs.200 /200 tablets while its same competitor INTAS(product name-
ZIFI) provides same product in range of Rs.345/200 tablets.

PRICE PER 200

S.NO BRAND NAME
TAB.
CEFFI(KWALITY
1 200
PHARMACEUTICALS)
2 ZIFI(INTAS PHARMACEUTICALS) 345
3 SUPRAX(CIPLA) 350
4 CAFEPAR(RANBAXY) 410

36
 PRICE PER 200 TAB.

410 200

E. What is their

345 pricing strategy

adopted by
350
KWALITY

PHARMACEUTICALS?

The main pricing strategy used by KWALITY PHARMACEUTICALS is low price as compared to
other companies for same product.

3.DISTRIBUTION.:- Distribution is the main factor which effects the sales of a company.So
Kwality pharmaceutical has made its different distributn centrers all over the three states mainly
Punjab,Himachal Pradesh and J&k to effectively distribute their products in all areas.

Eg.in Punjab their main distribution centers are Amritsar,Chandigarh,Ludhiana,Mukerian and

Bhatinda to covers almost all the areas in the Punjab and to provide product to all the customers
JUST IN TIME.

4.POSITIONING.:- Company is mainly positioning their products to the the middle class people
by providing them low price medicines as compared to the competitors.

37
SALES PROCESS:- A sales process is a systematic approach to selling a product or service.

DIFFERENT STAGES IN SALES PROCESS ARE AS FOLLOWS:-

1. PROSPECTING
2. INITIAL CONTACT
3. SALES PRESENTATION
4. HANDLING OBJECTIONS
5. CLOSING THE SALE
6. FOLLOW UP AND SERVICE AFTER SALES.

1,PROSPECTS:-

Finding qualified prospects for your products is a necessary first step in the sales process. You
need to have someone to sell to before you make a sale. But, making certain that there is a good
possibility that they will buy is what makes them "qualified prospects."

38
In the Kwality pharmaceutical their first objective is to find the potential buyers.For this purpose
market research is conducted through doctors to know about the demand of the product.Once if the
company gets information about the potential buyers they get idea about the amount of production
to be done.For this questionnaires are made and they are given to the doctors and through their
their analysis demand is known.So, for this need of the customers is studied.

2.INITIAL CONTACTS:- In this we use to determine the sales call to the doctors and need of
that medicine(CEFFI).Minimum 10 calls are made by each medical representative to doctors in one
day.One of the most common initial contacts is a "cold call" conducted by phone or in person. A
cold call refers to a contact made with prospects who have not indicated they desire the call. It's
obviously much more efficient - and most say more successful - to conduct cold calls on the
telephone rather than to drive around town, but you might have a reason that warrants an in-person
cold call on occasion.

Mainly medical representatives first call doctors and then they report their by taking the time as per
doctors convenience.so cold calls are mainly made by the medical representatives of KWALITY
PHARCEUTICALS.

3.SALES PRESENTATION:- Many sales people feel the most exciting part of the sales process
is presenting products or services to prospects.

In this stage medical representatives give sales demo in front of doctors in a formal manner to sale
their product.

Like in sales presentation of CEFFI in front of doctors the language which is used is as follows:-

Good morning sir,

My name is Abhinav Sangrai.I am from the KWALITY PHARMACEUTICALS.I want to show

you one of our products.Please give me permission to show my product.

Name of this product is CEFFI . CEFFI is an oral third generation cephalosporin antibiotic. It is
used to treat gonorrhea,tonsilitis.Its chemical composition is cefixime usp as trihydrate equivalent
to anhydrous hydrate 200 mg and Lactic acid bacillus in spores 40X106.It is a schedule H drug

39
which comes in mono carton. There are 10 tablets in each strip and there are 200 tablets in each
pack.Its M.R.P is Rs.200.This medication is a cephalosporin-type antibiotic used to treat a wide
variety of bacterial infections, such as respiratory tract infections, middle ear infections, skin
infections, urinary tract infections, and tonsillitis.

Mode Of Action:- Cefixime is a semisynthetic third generation cephalosporin antibiotic. Cefixime

has an expanded spectrum of bactericidal activity. The antibacterial activity of Cefixime results
from inhibition of mucopeptide synthesis in the bacterial cell wall.

Thank you sir.Have anice day!

4.HANDLING OBJECTIONS:-

During the sales process, you will most likely meet objections. Objections are prospects' comments
about the reasons why they don't plan to buy your product.

Sometime doctors do not agree with the medicine. So tactfully they are handeled by the
med.representatives .

Here are a few proven techniques for overcoming objections. Treat every objection with respect
and a thoughtful response:-

 Acknowledge your customers' position and then offer them new information.

 Question prospects when they make statements about why they won't buy or what they
don't like about your product. Try to learn why they feel as they do; this will help you get to the
root cause of their concerns.

 Restate the objection so the customer can hear it. This tends to reduce the magnitude of an
objection and allows prospects to modify your statement to more accurately express their true
objection.

 Tactfully respond directly to the customer's statement. If you must contradict what they are
saying because you honestly believe they are wrong, provide factual information that can help
them see where they may have a misunderstanding.

40
5.CLOSING THE SALE:-

This is the third step of sales process.In this the final deal is made with the customer.

Here are some signals that suggest that doctor is ready to make deal:-

 Asking about availability

 Asking specific questions about rates, prices or affordability.

 Asking about features, options, quality, guarantees or warranties.

 Asking positive questions about your business.

 Asking for something to be repeated.

 Making statements about problems with previous vendors; they may be seeking reassurance
from you that you won't pose the same problems.

 Asking about follow-up service or other products you carry.

6.FOLLOW-UP ACTIVITIES AFTER SALES:-

 KWALITY PHARMACEUTICALS believe that follow-up after the sale is just as important as
doing the sale.So that when your relationship with a customer can mature and develop into loyalty
to your product for building long term relationships for future sales.

So for this KWALITY PHARMACEUTICALS offer various gifts to the doctors time to time.

Good follow-up and service after the sale will:-

 establish and maintain your good reputation,

41
 build goodwill between you customers and your business,

 And generate repeat and referral business.

RECOMMENDATIONS:-

After spendin 45 days in the KWALITY PHARMACEUTICALS found some things where
company is lacking in their sales departments. These are as follows:-

1.Company should increase their sales force so as to effectively increase the sales. At present the
sales force of company is about 500 people.

2.They should increase their headquarters in some others state too.As the demand of cefixime is
very high in regions of GUJRAT and U.P.So they should also increase their sales force over there.

3.Company is mainly focusing on the human products but not on vertinery product. They should
also focus on their vertinery product too.

4.Increase advertisement frequency.

5.Company should focus more on market research .

ADVANTAGES:-By doing all the above things overall profit can be increased and thus company
can increase its territory all over INDIA in few years.

42
REFERENCES:-

1. www.saleshelp.com/assessments/Sales/StrategicSalesPlan.htm

2. www.entrepreneur.com

3. jobfunctions.bnet.com/search.aspx?kw=Sales+plan+template

4. www.scribd.com/doc/2515988/Sample-Business-Plan-ppt

5. orionventuresllc.com/.../Marketing%20and%20Sales%20Plan.pdf

6. www.gmaonline.org/events/2006/isld/.../GMASOP040306v2. ppt

7. road.uww.edu/.../Chapter%203.%20Sales%20&%20Operations%20(Aggregate)
%20%20Planning.pp

8. www.planware.org/businessplan.htm

9. www.bplans.com/...sales_business_plan/executive_summary_fc.cfm

10. www.evancarmichael.com/...Business-Plan/Marketing-Overall-Marketing-
Strategy.htm

11. www.recruitersofccwc.com/sales_business_plan.htm

12. www.mbaguys.net/project-reports 

13. www.quickmba.com/strategy/strategic-planning

43
 14. managementhelp.org/sales/sales.htm

15. www.salesandmarketing.com/

BOOKS REFERRED:-

1. Kotler, P. (2006), Marketing Management, 12th Ed. New Delhi: Pearson Publishers Ltd., pp. 1-23.

44