Beximco

INTRODUCTION
ORIGIN OF THE REPORT

Within the internship period in Beximco Pharmaceuticals Ltd I was assigned the
task by Mr. Rizvi- Ul- Kabir; Senior Manager; Sales & Marketing, Beximco
Pharmaceuticals Ltd, asked me to prepare an image analysis of the
pharmaceuticals industry of Bangladesh. Dr. M. Jahangir Alam; Associate
Professor; IBA; University of Dhaka, accepted the proposal to supervise the
report as guide on behalf of IBA, University of Dhaka.
OBJECTIVES OF THE STUDY

BROAD OBJECTIVE
i) To fulfill the requirement of MBA degree as necessitated by IBA,

University of Dhaka.
ii) Analyze the image of Beximco Pharmaceuticals Ltd in comparison to
the other leading pharmaceuticals companies.
SPECIFIC OBJECTIVES
i) To identify the dominant participants in the industry

ii) To study the comparative image of the product element of BPL’s marketing
mix.
iii) To study the comparative image of the pricing element of BPL’s marketing
mix.
iv) To study the comparative image of the place element of BPL’s marketing
mix.
v) To study the comparative image of the promotion element of BPL’s
marketing mix.
vi) To study the overall comparative image of BPL.
TITLE OF THE REPORT

The title of the internship report is – “Analysis of the competitive image of
Beximco Pharmaceuticals Ltd in the Pharmaceuticals industry”.
SCOPE
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Patients purchase those drugs that are prescribed by the doctors. Therefore, the
doctors are considered the ultimate customers of pharmaceutical products.
Doctors from different fields (specialty) have been interviewed for the purpose. I
have undertaken the survey both in the rural and urban areas of Bangladesh with
the assistance of the sales executives of Beximco Pharmaceuticals Ltd.
METHODOLOGY
In this study, exploratory research was undertaken. To undertake the research,
some primary tasks had to be accomplished:
1) Search for secondary data

 Study reports on Bangladesh pharmaceuticals market
 Market research done by BPL
 Information published by Information Medical Statistics (IMS)
 Reference books on the pharmaceuticals marketing
2) Questionnaire survey
Both executive method and questionnaire method was used for the purpose
of the report. However, the survey was conducted through questionnaire
interview among all the respondents.
LIMITATIONS
A major limitation of the report was the only the doctors were chosen as the
respondents. The respondents could have included the patients and the
chemists. However, as the geographical area covered was large, these two
segments were left out.
Field force biases came into the survey. During taking samples, they went to
those doctors with whom they had good relations.
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BEXIMCO GROUP
Corporate Scenario
Beximco is the largest business conglomerate of private sector in Bangladesh.
Apart from the national government Beximco employs highest number of people
in the country. Over the years since started it could gain a position to symbolize
effective management, fund generation, and diversification of exploring business
opportunities. Today it is one of the most known names in the country’s business
arena.
Beximco practices an appropriate combination to delegate authority and

responsibility that works to motivate employees and yield better performance for
the company as a whole. Recruiting the efficient and potential people, planning to
develop human resources, exploring business opportunity, and information
management have strengthened the effectiveness and image of the group.
Corporate Structure
Beximco is a group of 34 companies and most of these are being operated

through eight divisions. These divisions are created of the companies that are
strategically related. The divisions namely are as follows:
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Beximco Group
Textile Division Chemical Division

(Contains 6 Companies) (Contains 4 Companies)
Jute Division Real State & Construction

Marine Foods Division IT Division

Training Division Media Division

(Contains 1 Companies) Newspaper & Magazine
Ceramic Trading and Others
Figure 01: Corporate Structure
The side branches are the divisions. The segments at the bottom of the tree are
not considered, as division rather exists at their names.
The number of companies in each division is different. The companies of

Beximco group in relation to division have been elaborated as follows:
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LIST OF MAJOR COMPANIES INCLUDED IN BEXIMCO GROUP
Division Company
Textile Division Padma Textile Mills Ltd.
Beximco Synthetics Ltd.
Beximco Apparels Ltd.
Beximco Knitting Ltd.
Beximco Textiles Ltd.
Beximco Denims Ltd.
Beximco Fashions Ltd.
Beximco Fabrics Ltd.
Chemical Division Beximco Pharmaceuticals Ltd.
Beximco Infusions Ltd.
Pharmatek chemicals Ltd.
I&I Services Ltd.
Real state & Construction Division Beximco Engineering Ltd.
Shinepukur Holdings Ltd.
Trading Division Bangladesh Export Import Ltd.
Beximco Holdings Ltd.
Jute Division New Dacca Industries Ltd.
Sonali Ansh Ltd.
Esses Exporters Ltd.
Marine Food Division Beximco Foods Ltd.
Beximco Fisheries Ltd.
Media Division Beximco Media Ltd.
Information Technology Division Beximco Softech Ltd.
Beximco Systems Ltd.
Beximco Computers Ltd.
Bangladesh Online Ltd.
Others Shinepukur Ceramics
Gammatech Ltd.
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BRIEF OF THE DIVISIONS
The divisions of the Beximco group have been introduced as following in a brief
way.
TEXTILE
This division consists of 8 companies, represents Beximco in country’s fastest
growing apparel business sector. Beximco is now leading this trend with capacity,
variety, and quality of the products. Beximco produces polyester yarn, makes
different fabrics and mostly supports its own garment business. This is an
example of backward linkage that would have been done in Bangladesh in order
to strengthen the garment business. Beximco Denims Ltd. is the only denim
fabric producer in Bangladesh.
JUTE
Beximco has two separate facilities to produce jute yarns that are among largest
in the country. Until the jute business has got the setback in international market
this division was one of the prime contributor to the group and the country as
well. The main operation was to produce the jute yearn and export. Beximco is
the pioneer of making jute yarn and twine for Axminister carpet and served 12%
of the total demand of these kinds in the world market. Although today it does not
seem to sketch prospective future of it.
REAL STATE & CONSTRUCTION

It has two companies within this division. One is involved in construction named
as Beximco Engineering. It established its credibility through successfully
contributing as the largest local partner for the Bangabondhu Jamuna Bridge
construction. The other one Shinepukur Holding is operating its business in land
development and apartment building. It aims to contribute in solving city
accommodation crisis.
MARINE FOODS
This group added significantly to the group through success in fisheries business.
Its project location is in Cox’s Bazar. The turn over of the group was also boomed
by the contribution of the export of marine foods to international market.
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TRADING
This division holds the initial business trend of Beximco, indeed. It looks for the
opportunity of import-export the commodities that have the demand in the
market. This division is really dynamic and high profit contributing to the group.
With a brand portfolio that includes Wartsilla SA (generation equipment), Arjo
Wiggins (security & treasury papers) of France, and DuPont Inc. (chemicals),
Sterling Diagnostic Imaging Inc. (film products) and Valvoline Inc. (petroleum
products and industrial lubricants) of the USA. The Trading Division also
represents overseas marine food buyers by acting as a sourcing agent on their
behalf and providing quality control.
IT
The companies included in this division are Beximco Computers, Beximco
Systems, and BOL Online. Beximco Computers Ltd. is still the nation's largest
volume re-seller of IBM PCs. With the launch of a new version of BexiBank, an
integrated multi-user, multi-tasking banking application system, Beximco
Computer Ltd.'s software is in use at over 300 branches of 15 major banks
nationwide.
Beximco's first foray into education, Beximco Systems Ltd. is joint venture
collaboration with the largest information technology institute of India, NIIT.
Modeled after NIIT's highly successful training centers across India, the NIIT
Centers in Bangladesh have the highest growth rate of any NIIT facility for
enrollment levels in its short courses and degree programs.
Bangladesh Online Ltd. (BOL), Beximco's Internet company launched its

operation in August of 1998. The company has the fastest access among ISPs in
Bangladesh.
This division to serve group’s interest in the most booming sectors of the world
that is Information Technology. Since it started operation it proceeded very fast
and became the market leader soon. It is pioneer company in Bangladesh to
offer complete solution of automation. It also introduces the brand IT products to
this country.
MEDIA
It is involved in publication of dailies and monthlies both in English and Bengali.
The publications are “The Daily Mukto kantha”, “the Daily Independent”,
fortnightly The Ananda Bhuban, Shaili, weekly Onneysa. The Bengali daily
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newspaper has been closed its operation. Although BEXIMCO's first foray into
the media field was just three years ago, its products have made significant
inroads into the publishing arena. BEXIMCO has also launched a news agency,
the Associated Press of Bangladesh, to provide up-to-date and accurate news-
feeds to the Bangladeshi press.
CERAMIC
Shinepukur Ceramics manufactures and markets high quality porcelain and Bone
china tableware in collaboration with NIKKO, a premier Japanese Company. It
promotes elegance and distinction for both international and local users of
tableware.
Shinepukur Ceramics plans to export the majority of its production to the global
market and is backed by the long-standing experience and competence of its
people. The company has invested in state-of-the-art machinery and technology.
All of its products are manufactured under strict international quality control
guidelines.
OTHERS
Apart from divisional identity there are some more companies being operated
within the group’s corporate structure.
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CHEMICAL DIVISION
Beximco Chemical Division consists of four companies and is mainly involved in

pharmaceutical business so far.
Beximco Chemical Division with its annual turnover of fifty five million dollars is
perceived as the flagship of the Beximco Group. Products and services offered
by the Chemical Division are trendsetters in the country.
This division is comprised of the following companies:

 Beximco Pharmaceuticals Ltd
 Beximco Infusions Ltd.
 Pharmatek Chemicals Ltd.
 I & I Services Ltd.
BEXIMCO PHARMACEUTICALS LTD.

Beximco Pharmaceuticals Ltd. or BPL is one of the leading pharmaceutical
manufacturers in the country. BPL manufactures and markets a high quality and
cost-effective range of about 80 formulations covering all major therapeutic
groups. The commissioning of BPL's Basic Chemicals Unit in 1990, established a
very significant milestone in the history of the country's chemical industry. It not
only met 90% of the country's demand for two vital raw materials, ampicillin and
amoxycillin but also started selling these to overseas markets, including South
Korea and Malaysia.
BEXIMCO INFUSIONS LTD.

Beximco Infusions Ltd. Or BIL, another wing of the Chemical Division went into
production in July 1993 with an annual production capacity of 6 million bottles of
life saving I.V. fluids. In only three years, BIL managed to gain substantial
headway against its competitors attaining a 30% market share in 1996. The
sophisticated manufacturing facility and environment control system of the plant
is believed to be the most modern in the country, as well as the region.
PHARMAPLAN GMBH of Germany, a leading name in IV solutions worldwide,
built this facility on a turnkey basis. Well reputed for its quality both at home and
abroad, BIL is the first and only Infusions Company in Bangladesh to obtain ISO-
9001 certification.
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PHARMATEK CHEMICALS LTD.
Pharmatek Chemicals Ltd. is the leading bulk producer of paracetamol in
Bangladesh. It caters to almost 60% of the local market and supplies its products
to both national and multinational companies operating in Bangladesh. The
company is managed and operated by BPL under a long term management
contract
I & I SERVICES LTD.

I & I Services Ltd. Is the distribution wing of the Chemical Division. It maintains a
large distribution network and covers 20,000 customers nationwide. A highly
sophisticated order processing system, logistic facilities in terms of vehicles,
depots, and a team of professional sales staff keep pace with the ever-increasing
market demand for timely execution of orders and quality services.
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BEXIMCO PHARMACEUTICALS LTD.
Beximco Pharmaceuticals Ltd. is one of the four companies strategically included

in the Beximco Chemical Division. BPL attained turnover of Tk. 2.453 billion
during 2000.
It all began in 1980 when BPL's first product made under license of Bayer AG,
Germany rolled out of a small manufacturing plant in Tongi, Dhaka. Products
made under license of Upjohn Incorporated, USA followed. After its initial years of
struggle it broke ground with the launching of its own products in 1983. Today,
BPL holds almost 15% share in the domestic market.
The commissioning of BPL's Basic Chemicals Unit in 1990, established a very

significant milestone for it. It not only met 90% of the country's demand for two
vital raw materials, ampicillin and amoxycillin but also started selling these to
overseas markets, including South Korea and Malaysia.
DEPARTMENTALIZATION
BPL operates its business through extensive departmentalization as needed.
This is for specified effectiveness of the tasks. The business activities of BPL, BIL
and PCL are directed, controlled and monitored from the head office of Beximco
Pharmaceuticals Ltd. located at 7A, Dhanmondi, Dhaka. Being a leading
Pharmaceutical company in the country it employs good number of people in
different departments to keep its business thriving. The following major
departments coordinate the activities of BPL, BIL and PCL:
 Central product management (CPM) department

 Planning department
 Purchase Department
 Sales department
 Sales education and training department
 Medical services department
 Business Research & Development department
 International marketing & fine chemicals department
 MIS department
 Finance and Accounts department
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CPM
CPM stands for Central Product Management that takes care the total marketing
of a product. It includes
i) selection of new product
ii) design of new product
iii) design of packaging
iv) Introduction of the product to the market and others
PLANNING DEPARTMENT
The planning department ensures smoothness of total operation of BPL. It is
concerned with the following:
i) The production planning and
ii) Raw material procurement.
iii) Inventory Planning
Based on sales forecast from the CPM planning department breaks up the yearly
sales forecast to monthly basis and develop the planning of production, purchase
and stock maintenance. It also initiates the negotiation of purchase. It refers the
suppliers’ quotations to the purchase departments.
Planning department try to ensure buffer stock of three months of all the raw
materials to meet any untoward events or circumstances in market.
PURCHASE DEPARTMENT
The purchase department is concerned with all the purchases of BPL. Apart from
purchasing it keeps the record for tracking the costs of the company. This
department works in coordination with planning department for negotiation and
price fixing.
SALES DEPARTMENT
To follow the recent management of the business world the sales department has
been completely separated from marketing department. It sets the forecast in
coordination with marketing department and upon fixation of the sales it is the
responsibility of the sales department to realize the yearly sales volume
forecasted. The departmental works in following pattern:
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Director
Sales manager
Asst. sales manager (2)
Regional sales controller (10)
Field supervisor (5-8)
Medical Representative ( 4-5 under each)

Figure 02: Managerial Hierarchy of Sales Department
Medical representatives are farthest unit of the organization. They are to

generate demand for products. They are trained before sent for field.
TRAINING DEPARTMENT
Training department is to provide the training to the medical representatives of
the company. This training is necessary to improve the quality of job-related
function. The curriculum of training varies from group to group. The department
basically offers 4 types of training programs:
 Induction Training Programs (for MRs )
 Supervisory Management Programs (for FSs)
 Advanced Supervisory Management
 Refresher Training Programs (for everyone in sales in as and when basis).
The MRs are virtually the direct product of this training department. The selling
skill of the MRs are dig out through the training session on that ultimately BPL
depends for attaining its target sale.
MIS DEPARTMENT
The MIS department is the department that takes care of total automation of BPL.
It supports the hardware and network of the company and the factory. It
maintains the automation regularly and keeps the pace with the global IT. The
MIS department also maintains the radio-link between the factory and the head-
office.
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Though separately dealt before, recently software department has been
incorporated with MIS department. This software section is to work for developing
software solutions as per organizational requirements. It also supports the other
companies’ requirements of the chemical division. The facilities of MIS
department are available round the clock for 24 hours.
MSD
MSD stands for Medical Services department. It is a unique department in this
industry as BPL established this first ever in order to create easy relationship
through using the professional linkage with the doctors, the ultimate customer of
the pharmaceutical companies.
This is a supporting department that provides services (e.g., slide preparation,

providing different journals, books etc.) to the health professional on different
issues and receives feedback from them. It arranges seminars on different issues
such as diseases and their cures in different parts of the country. It publishes a
special ‘Medical Newsletter’ quarterly and sends the current issues to the enlisted
doctors at free of cost. The newsletter consists of important, recent medical
articles. It also provides news gathered from Internet and allows free browsing
facility for the doctors. Thus it helps the medical community and at the same time
increases the company image outside.
BUSINESS RESEARCH & DEVELOPMENT DEPARTMENT

The department began its operation for the purpose of working on market
development – both domestic and international. It assists product development
and marketing of new products. The product development process is as follows:
Market Molecula Development Analytical Stability

Researc r Sample Method Profile
h Structure Dev.
Quality Assurance (in each stage in factory) and Quality Control improvement is
another concern of this department. It suggests the SOP (Standard Operating
Guideline), which is the biggest part of GMP (Good Manufacturing Practices). It is
mention that by practice BPL follows the highest standard of quality suppose as
suggested by WHO. Purchase and material management coordination is also
included within responsibilities of this department.
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INTERNATIONAL MARKETING
It is note that BPL has started marketing its product internationally. This
department is concerned with the international promotion and marketing of BPL
finished products and basic chemicals. It analyzes country analysis in terms of
health status, economy, market and its growth, legal bounds of entering the
market with its product etc to find the feasibility to market its products. So far it
has 18 export outlets.
MULTIMEDIA DEPARTMENT
BPL is the only pharmaceutical company that has a multimedia department. This
department is helping in the promotional activities of BPL. It designs medical
videos for the doctors. The color, size, shape, lettering etc. of the text are
carefully selected to attract the target audience easily.
It has designed some Kiosks that have been placed in some medical colleges for
the students to learn and be trained.
The department also provides audio-visual aids to other departments of the

company and also assists to decorate the publications.
FINANCE AND ACCOUNTS DEPARTMENT

There are three sections in this department.
 Treasury section
 Accounts section
 Cost and budget section
Treasury section deals with banks and bills. It also looks after the cash planning
and management.
Accounts section is there to maintain all records and transactions. it is automated

with aid of the software named MAPICS (Manufacturing Accounting Planning
Information Control System).
Cost and budget section identifies the cost centers and prepares the budget.
Cost section calculates the product cost and cost of goods sold. The annual
budget preparation starts at October. Budget review is done quarterly (internally)
and half-yearly (by the top management). It compares the budgeted and actual
sales and expenses and prepares reports on them.
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SWOT Of BPL
Upon study of the organization BPL some of the finding are as follows:
STRENGTH
BPL is one of the leading companies in the pharmaceutical industry of the
country and could attain almost 15% of the local market. The strength of attaining
such position in the industry are:
BRAND LEADERSHIP
As survey showed that 27 of BPL’s products are found to be brand leaders out of
47 products surveyed while 10 stand at second place.
MARKET RECOGNITION
Beximco has secured market recognition in the market through innovative
marketing strategies and aggressive product promotion. The company’s strong
support to the medical community has gained its brand loyalty from the doctors.
MARKET GROWTH
The market is expected to grow by 15 to 20% per annum for the next 5 years.
The compounded annual growth for the previous 6 years was 15%. The next
stage of growth is expected to come from backward integration to manufacture
high volume raw materials, introduction of Hi-Tech manufacturing process that
are difficult to imitate products, and exports.
AGGRESSIVE DIVERSIFICATION
BPL is keen to diversify its capacity of produce and market. Strong export
demand and international product registration have led BPL to embark on a
massive capacity expansion as evident in expansion of plant and establishment
of new plant in compliance with FDA (Federal Drug Association) quality mark .
Recently BPL signed a new contract for loan of about 1100 million BDT for its
FDA (Federal drug Administration) compliant plant that costs over BDT 3,000
million BDT.
BASIC CHEMICALS AND MULTIPURPOSE CHEMICAL PLANT
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Currently bulk antibiotics amoxycillin, ampicillin, and cloxacillin are being
produced with an installed capacity of 35 tons per month. It is going to introduced
Cephalexin and Cephradine very soon; like-wise in its multi purpose unit,
production of Amlodipine, Fluconazole, Clotrimazole, Cetirizine Hcl, Tramadol,
and Riboflavin 5-phosphate sodium.
OPPORTUNITIES
There are some of the sectors where BPL has not entered but that possess
ample opportunities. One of such sector is SVP or small volume Parenteral that is
known as injections in the market. Due to having the quality attainment capability
as evident in producing IV products, expertise and resource BPL should
immediately think of this product and decide upon having the feasibility study.
International market is also another very lucrative sector for BPL. In the world
market the low cost of product is an important upper hand for BPL to market its
product. The new FDA compliant plant will assist BPL to confirm the world market
about the quality of its products.
WEAKNESSES
The company does not produce any kind of injectibles. The company can
increase its market share by producing injectibles.
BPL has a narrower product line and number of products than its principal
competitors in the market. Unless the product line and number of product are
expanded the market share of BPL will be endangered in near future.
THREATS
Competition from the local pharmaceutical companies and the very specifically in
context of price is a major threat for BPL. The poor economic status of
Bangladesh requires a low price of drugs to ensure public health. For the reasons
like high cost of maintaining quality of products and high distribution cost etc the
products of BPL cost higher than that of other companies. As a result BPL is in
fear of loosing market in the rural areas of Bangladesh.
The year 2005 will be crucial for BPL as well as for all other local pharmaceutical
companies. Currently Bangladesh market is protective for facilitating the local
companies in pharmaceutical sectors in such way that any product able to meet
the local demand cannot be imported. Also till to date companies can buy basic
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ingredients of pharmaceutical products at very low cost materials from India and
China as these country do not follow the international patent law. However after
implementation 2005 GAT (General Agreement of Trade) being a signatory
Bangladesh will be in pressure to not buy the raw materials from the country
those will not follow global patent law. GAT will pursue product patent registration
system and royalty on patent will be enforced. As a result the raw material cost
would go higher than now. This will eventually endanger BPL further as it is
already in crisis due to having high product price.
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LITERATURE REVIEW
"Perception defined: "Perception is defined as the process by which an

individual selects, organizes and interprets stimuli into a meaningful and coherent
picture of the world.” It can be described as “how we see the world around us."
For pharmaceutical products, patients are the ultimate consumers of the

products. However in most cases they purchase those drugs that are prescribed
by the doctors. So doctors are considered to be the target customers for
pharmaceuticals products. Considering this, we would consider doctors as the
customers and proceed accordingly.
"Physicians tend to be more rational in their decision making than ultimate

consumers. They prescribe to fit the needs normally are of a practical nature. But
it should not be forgotten that these physicians are individuals having personal
needs which become enmeshed with their roles as decision makers of their
patients. Thus, even choice of a prescription drug may be made on bases which
are non-rational or emotional.
The advertisers (marketers) have recognized the various factors which influence
prescribing decisions and have structured their advertising appeals toward these
factors. The following is a list of types of appeals used to influence prescription
drug decision :
RATIONAL APPEALS :
1. Product Related Appeals
 Economy
 Degree of Innovation
 Differentiation/ Position
 Packaging
 Dosage Form/ Taste
2. Physician Related Appeals

 Peer/ Specialist Approval
 Pharmaceutical/ Therapeutic Committee Approval
 Therapeutic Aid in Practice
3. Clinical Use Appeals

 Dependability
 Safety
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 Clinical Illustration
 Effectiveness
 Reminder
1. Patient Related Appeals

 Compliance
 Quality of life
 Patient Acceptance/ Preference
5. Manufacturer Related Appeals

 Experience
 Service
 Special Expertise
NON-RATIONAL APPEALS:
 Empathy
 Humor
 Sex
 Curiosity
 Fear
 Unusual non-clinical illustration
 Ego gratifying
 Anger/ Defensiveness
 Patriotism
Any advertiser attempts to relate the specific benefits of his product to the
specific needs of the consumer of the advertising message. Varying advertising
appeals are merely reflections of varying needs of the advertising target as
determined by the advertiser. This is true for any advertising. Prescription drug
advertising is a special case, however. Some of the distinctive characteristics of
this market are listed below:
1. The consumer of the advertising is often not the consumer of the product
2. Institutional advertising {designed to enhance the firm's image rather than

promote a specific product) is of greater importance here than in many other
markets.
3. Because of the nature of the products, advertising and scientific

communications tend to be confused. On one hand, advertisements may
disseminate research results. On the other, favorable scientific reports in
reputable journals may stimulate the sale of products. Some claim that
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pharmaceutical advertising at times becomes educational in character since the
information it contains may constitute a valuable aid to therapy.
4. In theory, the physician is a rational decision-maker, somewhat similar to the

industrial goods purchaser so that the emotional appeals of consumer advertising
might (again in theory) be inappropriate to the audience. In actual practice,
however, it is not at all unusual to see an emotional appeal in prescription drug
advertising. Our working hypothesis is that the rational appeal is more useful for
primary-demand stimulation; and the emotional appeal for selective demand
stimulation.
5. Product and institutional advertising (or combinations) are important to the

pharmaceutical manufacturer trying to establish its brand names. Although
straight - forward advertisements by unknown manufacturer may be effective
under special conditions, they may be viewed with some suspicion by some
readers.
6. Ethical pharmaceutical products seem to be adopted in response to the

combined stimulus of an unusual number of different forms of promotion
(detailing, journal advertising, direct mail, and communication with other
physicians and/or pharmacists). The relative influence of each advertising
medium in stimulating the continued use of a drug product may be entirely
different from its relative influence in introducing the same product.
7. Drug advertising is unique in presenting both the good and the bad about the
product. Although federal regulation plays a large role in this, few, if any, other
industries routinely point out the shortcomings of their products in their
advertising. ." (Micky C. Smith, 1991)
"The totality of the communication process influences the way in which different
audiences perceive an organization. In the pharmaceutical industry there arc two
types of communication: i) interpersonal and ii) impersonal. Selective attention of
doctors, noise created by competitors and the environment, selective perception
of brands, and so on are few barriers to any pharma communication process. The
source and credibility of communication is very important for every pharma
brand.
Interpersonal communication sources are either formal or informal. Among formal

sources, other fellow physician's influences, guides, coworkers, pharmacists and
professors provide additional credibility. In the case of informal sources, the
family, neighbors, and non-professional friends influence the choice.
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In impersonal communications; reference of college and university for physicians,
corporate image of brand, brand image of a product, and the government
influence the communication impact.
The risk dimensions represents the level of prescribing risk, degree of uncertainty
about innovation, and the prescribed clinical interest in the product. The
rationality dimensions represent the level of rational arguments available to
convince the physicians of the product's effectiveness.
One of the most crucial aspects of the marketing strategies of a pharmaceutical

company is effective communication with the target market. Usually a variety
of communication means comes into play — the sales force, journal
advertising direct mail, conferences, samples, gifts, newspaper advertising,
freestanding supplements, cable TV, teleconference, video cassettes, video
magazines, and telemarketing. Given the nature of the pharmaceutical
products, personal communication with prescribes is a key factor for success.
The sales force muscle of drug companies is, and will be , together with the
quality of their products the most important factor in obtaining successful
product penetration and sales.
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MARKETING STRATEGIES
Before patients can benefit from the steady stream of modem medicines flowing
from the pharmaceutical industry, an important part of the fast-moving process of
innovation is to keep doctors, pharmacists and other health professionals up to
date with the work going on in clinical research and to inform them about the
availability of new medicines. Studying different market characteristics is the main
function of marketing department. There are different types of market for
pharmaceutical products. According to the market characteristics a product can
be classified in three major parts
• Prescription-only medicines - available only through a doctor's prescription

• Pharmacy sale medicines -Only registered pharmacy can sell these medicines
with or without the prescription of a doctor.
• OTC (Over the Counter) medicines - Any one can buy and sell these
medicines.
Marketing of Pharmaceutical product is different in Bangladesh. In Bangladesh

the drug buying and selling is completely regulated by rules. Pharmaceutical
Products cannot enjoy advertising like any other consumer products. So personal
selling is the way the products can be advertised and sold. As, Over the Counter
products do not require any rule to buy or sell it has a chance to go through print
advertising and television advertising. But marketing of prescription only
medicines and pharmacy sale medicines can be done only through personal
selling.
Different buying behavior has a great impact on marketing a product.

Understanding the consumer's buying attitude is the first job of any marketer. To
analyze behavior, the marketer has to visit the place, gain knowledge about their
financial condition, culture, tradition and the competitor position.
After analyzing the buyer's attitude, the second important factor is to make the
sales force effective and efficient. This is done through extensive training and in-
house medical education programs. Once the sales team (medical promotion
executives) has acquired adequate knowledge and interpersonal skills, they are
set off into the market. A typical medical representative a science graduate and
will have access to considerable detail about the company's products. Medical
representatives are a convenient and helpful way for doctors to get rapid and
accurate information about medicines. They must maintain a high standard of
ethical conduct and must not employ any inducement or subterfuge to gain an
interview. Relevant inexpensive promotional items are provided. Hospitality can
be provided only in association with scientific and promotional meetings, scientific
23
congresses and other such meetings. It can only be provided to appropriate
delegates or participants. The level of hospitality must be secondary to the main
purpose of the meeting.
24
MEDICAL REPRESENTATIVES
Personal Selling is the interpersonal arm of the promotion mix. Personal selling
involves two way, personal communication between Medical Representatives and
doctors. Since Medical Representatives represent the company to doctors they
are vital in creating the image of the company in the customer's mind. Therefore,
BPL gives extra concern in managing and sprucing up its Medical Sales team.
Basic Requirements for recruiting a Medical Representative:
 Masters degree with science background

 Minimum second classes all through academic life
 Good interpersonal skills
 Well Groomed
Medical Representative's Major Responsibilities:
 Conducting recall researches to chose the right and potential doctors

 Visiting the doctors
 Detailing product features to Doctors
 Generating Demand from Doctor's end
 Visiting the Chemists to collect indent from them
 Placing the indents to the distribution department through sales
department
Routine Work of Medical Representatives:
 In a working day, a MR has to visit 16 doctors and 10 chemists

 In a single visit, on an average, he has to detail 8 to 10 products, out of
which 2 are usually new products and the rest are follow up products
 On an average, a MR has to spent 15 minutes for a doctor
 He has to submit a monthly tour program report
In-house Training programs provided to the Medical Representatives:
42 day long Induction Training Program to develop:

 Grooming
 Attitude
 Morality
 Motivation
 Communication Skill
 Selling Skill
25
Fundamental Training Program on:
 Basic Medical science
 Biology
 Chemistry
 Biochemistry
 Molecular Science
Regular Training Programs on topics related to specific products (Product

interaction, constituents, product kinetics, dosage, competitive advantages, side
effects, etc).
Basis for designing a territory for the Medical Representative:
 Number of doctors and chemists in the territory

 Geographical Location
 Communication/ traveling time between two visiting points
 Number of possible calls per day
26
PROMOTIONAL TOOLS
 Scientific Seminar: The Medical Department arranges seminars and

workshops covering a wide range of medical topics. These events are led by
Beximco's team of Medical service experts and are attended by members of the
medical profession. It also organizes a good number of National Symposia on
specialized medical topics, which are attended by country's renowned physicians
and scientists.
 Newsletter: The Medical Newsletter is a compilation of latest information

gathered from articles published in different national and international journals
covering all disciplines of medical science. The Newsletter is circulated among
17500 doctors in the country and is also distributed in Myanmar, Pakistan and
Kenya. Doctors who do not have access to international journals can obtain
information relevant to their practice from the newsletter.
 Special Publications: The pharmaceutical industry is also deeply involved in

doctors' continuing education, and helps in training prescribes in the uses and
techniques of new medicines. GPs and other health professionals would find it
difficult to keep up to date with scientific and medical advances in health care
without these initiatives. Scientific and technical meetings make available
specialist expertise and speakers in therapeutic areas, which the doctors
themselves have often selected as being relevant and useful. Around half of all
educational meetings are sponsored by the pharmaceutical industry and may be
in therapeutic and clinical areas in which the company may have no direct
product involvement.
 Responding to Doctor's Queries: Beximco takes great care in answering

queries from doctors. The Medical Department's team of highly dedicated
professionals is well trained to attend these queries. The company encourages
doctors to send their queries in postage paid envelopes attached to every copy of
the newsletter or on a specific query form distributed in each clinical meeting.
Currently most of the doctor's queries are met through its own Internet facilities.
 Medical Illustration and Audiovisual Aids: To assist physicians in sharing

the results of their academic research and experiences with the larger medical
community, Beximco extends its services to a great extend, in preparation of
presentation packages including slides, transparencies and texts. The medical
department has built up an extensive video library of internationally reputed video
journals on different medical topics. Theses videocassettes are about actual
surgical procedures, the latest information about treatment modalities and
various ailments.
27
PRODUCTS
Beximco Pharmaceuticals Limited does not simply believe in introducing new

molecules, it also believes in creating the difference in the market place by
offering impeccable quality. BPL stands on the heritage of bringing innovative
medicine to people. BPL's products are all intended to help people to live healthy
lives. BPL's portfolio features a range of high quality, effective products, some are
the first of their kind and many are ranked number one in their therapeutic area.
A team of highly qualified people sets BPL's product feature and attribute. Arts
and science are blended together inside BPL's products. BPL's products are
designed and engineered in such manner that their overall presentation, size,
shape, color, flavor, viscosity, coating, etc are completely different from those of
the competitors. Whatever may be the dosage form or packaging-blister, strip,
bottle, cartons, labels, etc, BPL's presentations are widely recognized for their
best aesthetic look among all competitive brands.
Beximco offers a comprehensive range of about 80 formulations in various

dosage forms such as tablets, inhalers, capsules, creams, suspensions, syrups,
suppositories, etc. From anti-ulcerates to vitamins, antibiotics to bronchodilators.
Beximco has a widely diversified product portfolio. Every year the company
introduces new products. In 2003 BPL launched 12 new products.
In Bangladesh, Beximco enjoys very high brand loyalty. Many BPL products are
brand leaders in their respective categories. Neoceptin-R Beximco's ranitidine
formulation has 15.5% market share and has been the brand leader for a number
of years. It is Beximco's highest selling product. Napa, Beximco's paracetamol
reign the analgesic markets with a 27.5% market share and has been the brand
leader for the 10 th consecutive year.
BPL's asthma inhalers have enjoyed excellent sales growth over the years and
have received huge response from the patient and doctors. Other therapeutic
classes of drugs where BPL brand still lead include ACE inhibitor, systemic anti
fungal, respiratory anti inflammatory, prostatic drug, topical anti hemorrhoid,
digestive enzyme, etc.
Blockbuster Products in 2004
Success of a pharmaceutical company depends on how effectively it establishes

its brands in the market. The excellent blending of world class manufacturing
technology and innovative marketing strategies made BPL successful in
achieving brand equity for its products. As a result the number one product by
28
value and the number one by unit in Bangladesh pharmaceutical Industry and
also the highest selling drug in the cardiovascular class belongs to BPL.
NAPA - number one product by value

Napa is the highest selling product by unit. Napa has become a household brand
in the mind of physicians as well as consumers of Bangladesh.
NEOCEPTIN R - Number one product by value

One of the major revenue earning products of BPL is Neoceptin R. It is also the
highest selling product by value and is the undisputed leader in Bangladesh
Pharmaceutical Market.
AMDOCAL - Highest selling drug in the cardiovascular market

Amdocal is one of the most prestigious and revenue earning products of BPL. It
is the highest selling product in the cardiovascular market.
29
PRODUCT LIST
BRAND NAME DOSAGE FORM GENERIC NAME & STRENGTH
ANALGESIC/ ANTIPYRETIC
Lucidol Capsule Tramadol. HCI 50mg
Napa Tablet Paracetarnol 500 mg
Syrup Paracetamol 120mg/5ml
Drops Paracetamol 80 mg/ml
Suppository Paracetarnol. 125mg/20mg/500mg
ANTACID & ANTIFLATULENT

Flatarneal-DS Tablet Al Hydroxide 400mg.Mg Hydroxide
Simethicone, 30mg
Suspension Al Oxide 200mg. Mg Hydroxide
Simethicone 30mg
Lactarneal Tablet A] Hydroxide 250mg.Mg Hydroxide

Suspension Al Oxide 175mg. Mg Hydroxide
Anthehnintic Tablet Albendazole 400mg

Melphin Tablet Pyrantel Pamoate 125 mg
Suspension Pyrantel Pamoate 50 mg
ANTI-ACNE
Cosmotrin Crearn Tretinion 0.025%
ANTIAMOEBIC
Filmet Tablet Metronidazole 200 mg
Metronidazole 400 mg
Metronidazole 80 Orng
Suspension Metronidazole 200 mg/5m]
ANTI-ANGINAL
Monate Tablet Isosorbide, Mononitrate 20mg
Neocard Tablet Dilitiazern 30mg
Difitiazern 60mg
ANTI-ARRHYTHMIC
Pacet Tablet Arniodarone HCL 100 mg
Arniodarone HCL 200 mg
ANTIBACTERIAL
Arixon Ig IM Injection Ceftriaxone, Ig
Arixon I g IV Injection Ceftriaxone, Ig
Arixon 250mg IM Injection Cefcriaxone 250 mg
Arixon 250mg IV Injection Ceftriaxone 250 mg
Arixon 500mg IM Injection Cefiriaxone 500 mg
Arixon 500mg IV Injection Ceftriaxone 500 mg
Arlin Tablet Linezolid 400mg
Linezolid 600mg
Suspension Linezolid 100mg/5ml
30
Cephalen Capsule Cephalexin 250mg

Cephalexin 500mg
ANTIBACTERIAL
Clobex Capsule Cloxacillin 500 mg
Syrup Cloxacillin 125mg/ 5ml
Decacycline Capsule Tretracycline, 250mg
Etrocin Tablet Erythromycin 250mg
Erythromycin 500mg
Suspension Erythromycin 125mg/5ml
Evo Tablet Levofloxacin 250mg
Levofloxacin 500mg
Flubex Capsule Flucloxacin 250mg
Flucloxacin 500mg
Suspension Flucloxacin 125mg/5nd
Intracef Capsule Cephradine 250mg
Cephradine, 500mg
Suspension Cephradine 125mg/5m]
Drops Cephradine 125mg/1.25.1
Injection Cephradine 250mg
Injection Cephradine 500mg
Isofloxin Tablet Pefloxacin 400mg
Megadox Capsule Doxycycline 100mg
Megatrim DS Tablet Trimethoprim 160mg
Suspension Trimethoprim. 40mg
Nebactil Suspension
Neofloxin Tablet Ciprofloxacin 250 mg
Ciprofloxacin 500 mg
Ciprofloxacin 750 mg
Neofloxin XR Sustained Ciprofloxacin 500 mg
Release Tablet
Odycin Tablet Moxifloxacin 400ing
Rolacin Tablet Clarithromycin 250mg
Suspension Clarithromycin 500mg

Sparlin Tablet Sparfloxacin 200mg
Triocim. Tablet Cefixime 200mg
Suspension Cefixime 100mg/5ml
Tycil Capsule Amoxycillin 250mg
Suspension Amoxycillin 125mg/5ml
Drops Amoxycillin 125mg/1.25m]
Tycil DS Suspension Amoxycillin 250mg/5m]
Xegal Tablet Gatifloxacin 400 mg
ANTI -BPH
Prosfm Tablet Finasteride 5mg
Uroflo Tablet Tamsulosin 0.4mg
Anti-Cancer
Tarnona Tablet Tarnoxifen 10mg
31
ANTICHOLINERGIC
Impramid Inhaler 1pratropiurn Bromide
20ug/actuation
ANTICOLIC
Neodrop Suspension Simethicon 67mg/mI
ANTIDEPRESSANT
Apresin Tablet Fluphenazine, 0.5mg
Atralin Tablet Sertralin 50mg
Frenxit Tablet Flupentixol 0.5mg
Melev 20 Tablet Paroxentine 20mg
Modipran Capsule Fluxotine 20mg
ANTIDIABETIC
Diactin Tablet Glipizide 5mg
Diaglit Tablet Pioglitazone 15mg
Diapro Tablet Gliclazide 80mg
Diaryl Tablet Gliclazide Img
Informet Tablet Mefformin HCL 500mg
Informet LA Sustained Metformin HCL 500mg
Release Tablet
Premil Tablet Repaglinide 0.5mg
Antiemetic
Inarzin Tablet Cinnarizine 15mg
Onsat 8 Tablet Ondansterone 8mg
ANTI-FUNGAL
Fungistin Oral Susp. Nystatin 100,00units/ml
Ornastin Capsule Fluconazole 50mg
Neosten Crearn Clotrimazole 0. 1%
Neosten VT Vaginal Tablet Clotrimazole 0.2gm
Terbex Tablet Terbinafine 250mg
Crearn Terbinafine 1%
ANTI-EPILEPTIC
Epilep Tablet Carbarnazepine 200mg
Epilep CR Controlled Carbamazepine 200mg
Release Tablet
ANTI-HISTAMINE
Atrizin Tablet Cetirizine HCL 10mg
Syrup Cetirizine HCL 5mg/5ml
Axodin Tablet Fexofenadine 120mg
Bexidal Tablet Mebhydrolin 50mg

Curin Tablet Levocefirizine 5mg
Momento Tablet Desloratadine 5mg
Syrup Desloratadine 2.5mg/5ml
32
Pedeamin Syrup Diphenhydramine 10mg/5ml

Pretin Tablet Loratadine 10mg
ANTI-HYPERTENSIVE
Amdocal Tablet Amlodipine 5mg
Amdocal Plus Tablet Amlodipine 5mg
Arbit Tablet Irbesartan 75mg
Cardopril Tablet Captopril 25mg
Dilapress Tablet Carvedilol 6.25mg
Enaril Tablet Enalapril 5mg
Neopril Tablet Lisinopril 5mg
Primace Capsule Ramipril 1.25mg
Prosan Tablet Losartan Potassium 25mg
Valcap Capsule Valsartan 80mg
ANTI-HIV/AIDS
Avifanz Tablet Efavirenz 600mg
Avifix Tablet Nelfinavir 250mg
Avilarn Tablet Larnivudine 150mg
Diavix Tablet Lamivudine 150mg
Triovix Tablet Nevirapine 200mg
ANTI-MIGRAINE
Avidro Tablet Pizotifen 0.5mg
ANTI-OBESITY
Sibulin Capsule Sibutramine 5mg
Alendon Tablet Alendronate Sodium 10mg
ANTI-PLATELET
Ordel Tablet Clopidogrel 75mg
ANTI-PSYCHOTIC
Sensipin Tablet Clozapine 25mg
ANTI-SPASMODIC
Rostil Tablet Mebeverine HCL 135mg

Spanil Tablet Hyoscine Butylbromide 10mg
Taverin Tablet Drotaverine 40mg
ANTI-ULCERANT
Gastalfet Tablet Sucralfate 500mg
Neoceptin R Tablet Ranifidine 150mg
Syrup Ranifidine 75mg/5ml

Neo Kit Tablet Clarithromycin 500mg
Capsule Omeprazole 20mg
Tablet Metronidazole 400mg
Opton Tablet Esorneprazole 20mg
33
Proceptin Capsule Omeprazole 20mg

Protolan Capsule Lansoprazole 15mg
Yamadin Tablet Famotodine 20mg
ASTHMA PROPHYLACTIC
Aeronid Inhaler Budesonide 200ug/actuation
Bexitrol-F Inhaler Salmeterol 25uglactuation
Decomit Inhaler Beclomethasone Dipropionate
Tofen Tablet Ketotifen Img
Syrup Ketotifen lmg/5ml
Zukast Tablet Zafirlukast 20mg
Monocast Tablet Montelukast 10mg
BRONCHODILATOR
Azmasol Inhaler Salbutarnol 100 ug/actuation
Bexitrol Inhaler Salbutarnol 25 ug/actuation
Bronkolax Tablet Salbutamol 2mg
Syrup Salbutarnol 4mg
Larnox LA Sustained Aminophylline 350 mg
Release Tablet
CALCIUM SUPPLEMENT
Aristocal Tablet Calcium 500mg
Tripec syrup Guaifenesin 100mg
Pseudoephedrine HCL 30mg
COUGH SUPRESSANT
Dextromethorphan Syrup Dextromethorphan 10mg/5ml
COX-2 INHIBITOR
Cox B Capsule Celecoxib 100mg
Recox Tablet Rofecoxib, 12.5 mg
V-Cox Tablet Valdecoxib 10mg
DIGESTIVE ENZYME
Zymet Tablet Pancreatin 325mg
DIURETIC
Resitone Tablet Spironolactone 50mg
GASTROPROKINETIC
Deflux Tablet Domperidone 10mg
IRON SUPPLEMENT
Aristoferon syrup Ferrous Sulpahte 200mg/5ml
Aristrofil-Fe Tablet Ferrous Fumarate 308mg
Efol ER Capsule Iron 47mg+Folic Acid 500ug
Hefolin SR Sustained Iron 47mg+Folic Acid 500ug
Released Tablet
Carofol Z Capsule Carbonyl Iron 50mg, folic acid
34
LAXATIVE
Serelose Syrup Lactulose 3.35gm/5ml
Frelax Powder for
Solution Polyethylene glycol 3350 UNSF
LIPID LOWERING AGENT

Atova Tablet Atorvastatin 10mg
Avastin Tablet Siravastatin 10mg
Fibril Capsule Gemfibrozil 300mg
MUCOLYTIC
Spulyt Tablet Bromohexine 8mg
Syrup Bromohexine l0mg/5ml
MUSCLE RELAXANT
Relentus, Tablet Tizanidine 2mg
NASAL ANTI-INFLAMMATORY
Decomit Nasal Spray Spray Beclomethasone Dipropionate 50ug
NASAL DECONGESTANT
Nazolin Nasal Spray Spray Oxymetazoline 25ug/actuation
NON-STEROIDAL ANTI INFLAMMATORY DRUG

Fenamic Capsule Mefenamic; acid 250mg
Nuprafen Tablet Naproxen 250mg
Reumafen Tablet lbuprofen 200mg
Suspension Ibuprofen 100mg/5ml
Ultrafen Tablet Diclofenac Sodimn 25mg
Suppository Diclofenac Sodium 12.5mg
Ultrafen SR Sustained Diclofenac Sodium 25mg
Ultrafen Gel Released Tablet Gel Diclofenac Sodium 1%
Ultrafen Plus Tablet Diclofenac Sodium 25mg
Xidolac Tablet Ketoprolac 10 mg
Xynofen 100 SR Sustained Ketoprolac 100 mg
Released Tablet
OVULATORY STIMULANT
Fertil Tablet Clomiphene Citrate 50mg
Scabidical
Noscab Cream Permethrin 5%
TOPICAL ANTIBIOTIC
Bumsil Cream Silver Sulphadiazine 25g
Furasep Cream Nitrofurazone 0.2%
Fusidic Plus Ointment Sodium Fusidate 2%
Gentosep Cream Gentamicin 3mg/gm
35
TRANQUILIZER
Keolax Tablet Clobazarn 10mg
Nightus Tablet Bromazepam 3mg
Zolax Tablet Alprozolam 0.5mg
URINARY INCONTINENCE
Uricon Tablet Oxybutycin HCL 5mg
VASODILATOR
Cerivin Tablet Vinpocitine 5mg
Zocil Tablet Cilostazol 100mg
VITAMINS & MINERALS

Aristoplex Syrup Vitamin B I 5mg, vitamin B2mg
Aristovit-B Tablet Vitamin B 15mg, vitamin B2mg
Aristovit-M Tablet I I Vitamins, 5 minerals & Iron
Aristovit-X Tablet 8 Antioxidant Vitamin & minerals
Ascobex Tablet Ascorbic Acid 250mg
Avitron -V Tablet Thiamine HCL 100mg
Bextrum. Tablet 12 Vitamins, 18 minerals & Iron
Bextrurn Gold Tablet 14 Vitamins, 18 minerals & Iron
Formula-E Tablet Vitamin E 50mg
Momvit Tablet Vitamin A26667 I.U, Vitamin A4001
Ascorbic acid 50 mg
Vivis Capsule Vitamin E 30 mg, Vitamin C 60 mg
ZINC SUPPLEMENT
Zedex DS Syrup Zinc Sulphate 10mg/5ml
36
PEOPLE
People make a company. BPL's success is based on attracting, developing and

retaining talented and motivated employees. They share both a company's desire
to excel and its commitment to improving the lives of the people. The employees
of BPL believe in collaborative spirit. They appreciate that working as a team
multiplies the strength of the individuals involved as well as the impact of the
results.
Skill acquisition and development for all staff is key to a company's growth
through innovation. In this regard, BPL is always on the look out to identify
training needs of their employees in order to enable them to carry out the
entrusted responsibilities. Training programs undertaken, not only address skills
relating to the specialty of the individuals concerned, but also improving
leadership, management and project coordination abilities.
Their purpose is not simply to explore the potential of today's new technologies
but to unleash the creativity in every person engaged with the company. Because
BPL believes the real measure of their success is not the power of technology but
the power it unleashes in people.
BPL has highly educated white-collar employees comprising of approximately

76% of total BPL's workforce. Among them are:
Ph.D. 06
Engineers 23
Pharmacists 73
CMA 05
CA 01
MBA 12
Chemists 80
Biochemists 10
Microbiologists 02
Physicians 11
Others (Graduate) 651
It is BPL’s people who make them different from their competitors. the secret of
BPL’s success story lies in their people.
37
ACI PHARMACEUTICALS
In 1973, the UK based multinational pharmaceutical company, ICI p1c,

established a subsidiary in Dhaka, known as ICI Bangladesh Manufacturers
Limited. In 1992, ICI plc divested its share to local management, and the
company was renamed Advanced Chemical Industries (ACI) Limited
ACI formulates and markets a comprehensive range of more than 120 products
covering all major therapeutic areas, which come in tablet, capsule, powder,
liquid, cream, ointment, gel and injection forms. ACI also imports products from
world-class multinational companies like ASTRAZENECA, UK; ELI LILLY, USA
and UCB, BELGIUM and markets world-renowned brands like Diprivan,
Fluothane, Nolvadex, Accolate, Meronem, Atarax, Humulin, Ceclor etc. in
Bangladesh.
ACI is actively engaged in introducing newer molecules and new drug delivery
systems to meet the needs of the future.
ACI introduced the concept of quality management system by being the first
company in Bangladesh to achieve ISO 9001 certification in 1995 and follows the
policy of continuous improvement in all its operations.
ACI maintains a congenial and supportive relationship with the healthcare

community of Bangladesh, with the belief that business excellence can only be
achieved through pursuit of quality by understanding, accepting, meeting and
exceeding customer expectations.
The management of ACI, a competent team of professionals, thus operates with

a progressive attitude to provide effective solutions to satisfy the customers'
needs, through its products and services of uncompromising quality.
PLANT
Location and area
The pharmaceutical manufacturing plant is located at Narayangarj, by the bank of
river Shitolokkhya. It encompasses a land area of 11. 5 acres.
Facilities
The plant is well designed and well equipped with all latest facilities and state-of-
theart technologies. The responsible team of plant workers, supervisors, officers
and managers strictly follow cGMP recommended by WHO and In-process
38
Quality control methodology for production and meets all national regulatory
requirements.
Medical information update
ACI will shortly introduce a flash mail service and its website updates for the
members of medical profession with latest information for their professional
practices.
Marketing & Sales
Under the leadership of the business head, Chief Operating Officer Mr. M
Mohibuz Zaman, this highly skilled and motivated team of professionals is
dedicated in formulating effective strategies to meet the challenges in the ever-
changing market, developing new products tailored to satisfy the customers
current needs, exploring new opportunities in both home and abroad, and
working for consistent growth and increased market share for ACI.
Product Development
This creative team of professionals is engaged in developing new formulations

and dosage forms with competitive advantages and strong product differentiation.
Production
This highly skilled team is dedicated in producing products with consistent quality
under clearly defined Standard Operating Procedures (SOP) in compliance with
the procedures and instructions of ISO 9001 quality system.
Quality Assurance
This dedicated team plays the vigilant role of controlling, ensuring and
maintaining the consistent quality of products for which ACI is so well recognized.
MARKETS
Domestic market
Being a developing country, the pharmaceutical market and at the same time, the
pharmaceutical industry of Bangladesh is growing. In this growing market, ACI
has been able maintain its growth above the market growth through its innovative
marketing strategies as well as products and services of uncompromising quality.
In Bangladesh, ACI introduced the concept of quality management system by
being the first company in Bangladesh to achieve ISO 9001 certification that
reflects its commitment to quality in every aspect of business.
39
ACI covers the health care community of whole Bangladesh based in both urban
and rural markets through its 18 strategically located depots.
International market
To fuel the continuous growth of ACI, the company has started exploring
international markets. The quality of ACI products, strengthened by its ISO 9001
certification, has brought immediate success in Sri Lanka, Yemen and Myanmar.
SERVICES
Scientific seminars
ACI frequently arranges seminars and symposia covering a wide range of

medical topics attended by members of health care community. The faculty of
these programs usually consist of both reputed medical experts and experts from
marketing team of ACI and its international principals.
Continuing medical education of physicians and surgeons
ACI regularly arranges CME programs of both physicians and surgeons all over
the country. These programs cover medical problems frequently faced by the
practitioners, update their knowledge, and make them aware of the new
therapies and medical technologies.
Responding to doctors' queries
It is the most regularly performed task of the marketing team of ACI. The
company has developed a postage paid business reply card attached to every
literature in which the doctors usually send their queries. ACI tries to provide a
comprehensive answer to the queries of the physicians covering all the details.
Medical illustration and audiovisual aids
ACI is ready to assist in preparing presentation packages including computer

slides, transparencies and printed text whenever medical experts wish to share
their experiences and results of their research with the health care community.
Reprint services
ACI provides the doctors with reprints of selected publications on topics that can
assist the doctors in their professional practices.
40
AVENTIS
As a global industry leader we seek to conquer and prevent disease by bringing

to market innovative pharmaceuticals, vaccines, therapeutic proteins and
diagnostics. Aventis pharma was created as a part of the 1999 business
combination of Hoechst and Rhone-Poulenc to form Aventis SA, one of the
world's leading life sciences companies. Aventis Pharma concentrates its efforts
on strategic brands that meet growing patient needs and contribute to a long-
term sales growth. With 2001 sales of 15.168 billion euro (excluding sales of
diagnostics), Aventis Pharma contributes three-quarters of the life sciences sales
of Aventis SA. The Aventis Pharma prescription drug business is investing about
2.98 billion euro a year in Drug Innovation and Approval,one of the industry's
largest R&D budgets.
Aventis Values
 Respect for people
 Integrity
 Sense of urgency
 Networking
 Creativity
 Empowerment
 Courage
Therapeutic developments and clinical trials have brought innovation and

resulted in medicines that can benefit patients in many key therapeutic areas.
Through its investments Aventis pharma is well positioned to meet the growing
needs of patients in Bangladesh.
41
THE ACME LABORATORIES LTD.
Company History
The history of The ACME Laboratories Ltd. dates back to 1954 when a
proprietorship firm was founded to manufacture ethical drugs. It started with the
modest introduction of a few oral liquid products. The late Hamidur Rahman
Sinha was the founder of the firm and was the main visionary of the organization
until his sad demise in 1994.
The firm was converted into a private Limited company in the year 1976.
Commercial operation at the modernized plant equipped with sophisticated and
advanced facilities began toward the end of 1983. Many challenges were
overcome successfully to transform the company from a small unit to what it is
today.
ACME continuously seeks to expand its production facilities, add employees and
increase its sales and marketing efforts. According to the latest statistics, out of
about 300 pharmaceutical companies in the country, The ACME Labs is one of
the top four. ACME has also endeavored to strengthen its network in international
marketing operations to export its products abroad. We are optimistic about our
continued growth and success. Over the years our high achievement drive, our
hard working and competent staff and confidence in our quality products have
contributed to our growth. We have clear goals that inspire us and we believe to
be possible for us to reach. We continuously strive to reach our goal of being the
best in our field, which indeed is what ACME literally stands for.
Corporate Philosophy
The basic philosophy of ACME is to ensure Health, Vigor and Happiness for
mankind by producing ethical drugs and medicines of the highest quality at
affordable prices, and reaching out even to the most remote areas by proper and
prompt distribution. We view ourselves as partners with doctors, our customers,
our employees and our environment.
The Plant
ACME's modernized plant is located at Dhamrai, about 40 kin N.W. of Dhaka, the
capital of Bangladesh. While designing and constructing the plant, proper
attention was paid to the latest concepts of cross contamination, high efficacy of
air circulation handling, particle free finishes, equipment layout, process flow,
hygiene and safety, Special care has also been given in selecting machinery and
laboratory instruments. The plant has the most sophisticated imported machinery
42
and equipment. ACME's plant is a testimony to its basic commitment for
manufacturing the highest standard of ethical drugs.
Quality Assurance
Acme's stated belief that, "No compromise on quality can be made in a business
that involves human lives," is the cornerstone of the company's Quality
Assurance program.
The Company has adopted ISO-9001 and WHO CGMP (Current Good
Manufacturing Process) Standards and has been accredited with ISO-9001
certification in 1999. The entire manufacturing procedure, starting with the
incoming raw materials, through stringent intermediate manufacturing process
and packaging of products, to the dispatching of finished goods, requires that
analysts, pharmacists and instructors monitor and control each step. Even after
the release of finished goods, the quality control lab tracks post-distribution spot
checks of all batches.
Acme's Quality Assurance Department is equipped with the most modem

instruments and is staffed with well trained and qualified personnel. All
procedures for testing, sampling and inspecting are clearly approved,
implemented and documented. All instruments are regularly calibrated and
processes, machinery and premises validated. Through training programs (in-
house and abroad), the key personnel of the company remain abreast of the
latest concepts of Quality Assurance.
Research and Development
For a pharmaceutical company, Research and Development (R&D) is the

indispensable component needed to ensure steady growth and improvement.
Since the day it was founded, Acme has stepped up to the challenge to develop
new and effective drugs to compete with other manufacturers. Acme's R&D team
comprises keen and dedicated individuals from a wide range of disciplines. The
team is currently guided by the Deputy Managing Director Dr. Jabilur Rahman
Sinha Ph.D. who obtained his Doctorate in Organic Medicinal Chemistry from
Georgia University in the United States. The Research and Development
department is currently active in evolving formulations for herbal medicines in
collaboration with its United States counterparts.
43
SQUARE PHARMACEUTICALS LIMITED
YEAR OF ESTABLISHMENT
1958
PRODUCTS
 Formulation products (241 dosage forms of 130 brands covering 35
therapeutic categories)
 Veterinary Products (Veterinary and Nutrition products).
 Active pharmaceuticals ingredients (API) (compacted and micronized)
MARKET SHARE AND FACILITIES

 SQUARE posted a business turnover over US$ 62 million, (Taka 359
crore) in the fiscal year July 01 to June’ 02
Source: Bangladesh Pharmaceutical Index, 2nd Quarter 2002.
 Overall share of 15.27% of the total pharmaceutical market of Bangladesh
Source: Bangladesh Pharmaceutical Index, 2 nd Quarter 2002
 Above average growth rate in the pharmaceutical industry
 Leader of in the Pharmaceutical market of Bangladesh among all national
and multinational companies from 1985 onwards.
MANUFACTURING FACILITIES
 Formulation Plant (I)
 Formulation Plant (II)
 Bulk Chemical Plant (III)
MARKETING
 A well-structured and indomitable pharmaceutical marketing network in
Bangladesh.
 The Marketing Division has in excess of 1000 personnel.
 More than 500 Medical Representatives.
 Product Management Department is run by more than 25 brand
Executives from different disciplines (MBA's, Medical Doctors, and
Graduate Pharmacists).
 Medical Services Department has a collection of graduate doctors for
interacting with target medical professionals.
 Market Research Department is well developed and is run by MR
professionals.
44
DISTRIBUTION
 A robust distribution network spread throughout the country
 A Central Depot
 Eleven distribution centers
 Targeting retailers, wholesalers, institutions and Organizations
 Efficient computerized network system connects each distribution center
with headquarters and factories to ensure smooth functioning and supply
45
RANGE OF PRODUCTS
Range of products here represents different types of items of products. The

pharmaceutical companies divide their medicines into three categories- infusions,
formulations and pharmaceuticals. The total number of products Beximco has is
180, whereas Square has about 300 types of products within their medicine
range. Therefore, Square is occupying the leading position in producing the
widest range of products. Incepta, is currently marketing about 137 products.
Aventis holds the fourth position. ACI formulates and markets a comprehensive
range of more than 120 products covering all major therapeutic areas, which
come in tablet, capsule, powder, liquid, cream, ointment, gel and injection forms.
Acme and Opsonin have the lowest range of products compared to the above-
mentioned companies.
Range of Products
25
20
% of Rating
15
10
0
Beximco Square ACI Opsonin ACME Aventis Others
Figure 03: Range of products
The survey results, as depicted in the above figure, more or less reflect the
reality. However, it fails to show the huge gap in the product range between
Beximco and Square. According to the doctors, the difference between the
product range of the two companies is narrower. The other bar in the figure
above mostly represent Incepta which has the third largest product range. The
smallest bars in the figure perfectly depicts the lowest range of products of
Opsonin and ACME.
PRODUCT QUALITY
The quality of any product includes everything associated with it, ranging from
the raw materials to the effectiveness when consumed. Doctors usually
emphasizes on less side effects, less frequency of administration and quick and
46
effective therapeutic response when referring to product quality. However, it has
been found that doctors give much more emphasis on quick therapeutic
response rather than effective therapeutic response. This is because sometimes
effective therapeutic dosage may cause delay in recovery and patients switch to
other doctors. Therefore, doctors have to prescribe drugs which would lead to
quick recovery. According to the opinion of the physicians, Square has the
leading position (Figure 04).
Product Quality
25
20
15
10
0
Figure 04: Product Quality
Beximco holds the second position. Aventis and ACI also have good positions in
terms of quality perception. This due to the fact that some their products are
imported from abroad. Moreover the imported medicines have very few
alternatives in the local market. Acme and Opinion medicines are not rated high
in terms of quality.
It may be said that 22% respondents believe that Beximco’s products provide
quick recovery.
PRODUCT PRESENTATION
The product presentation of any product includes everything associated with it,
ranging from the color to the design. It has been found that the companies can
even charge a high price if their product presentation is good even if it is of the
same quality as the others.
47
Product Presentation
13% 16%
20%
23%
6%
4%
18%
Beximco Square ACI Opsonin

ACME Aventis Others
Figure 05: Product Presentation
According to the physician's opinion (Figure 05), Square has the leading position
in terms of product presentation. Aventis and ACI also have good positions in
terms of product presentation. This is due to the fact that some their products are
imported from abroad. Moreover the imported medicines have very few
alternatives in the local market. Beximco’s competitive position is not quite good
in terms of product presentation. Acme and Opinion medicines are not rated
high.
INTRODUCTION OF NEW PRODUCTS
New generation drugs always attracts doctors. Sometimes even if a drug with the
same therapeutic value is there in the market, a new drug launched takes a huge
percentage of the market share of the older one. As for example, NeoceptineR
was a market leader once. When Neotack entered the market, the market share
of NeoceptineR fell dramatically due to doctors liking new generation drugs.
In fact, because of this, the pharmaceutical companies frequently arrange

seminars and symposia covering a wide range of medical topics attended by
members of health care community. The faculty of these programs usually
consist of both reputed medical experts and experts from marketing team of the
company.
According to the physician's opinion (Table 01 ), Square has the leading position
in the frequency of introducing new drugs.
Company % of Response
Beximco 22
Square 23
ACI 16
Opsonin 5
ACME 6
Aventis 17
Others 11
Table 01: Introduction of new products
48
Beximco holds the second position. Aventis and ACI also have good positions.
Incepta is increasingly moving towards introducing new products. According to
the doctor's opinion, ACME and Opinion are least proactive in introducing new
drugs.
PRICING
In the pharmaceuticals market of Bangladesh, there is not much price
differentiation, in general, among the different companies due to the highly
competitive nature of the industry. Whatever price differentiation is there, it is
between the multinationals and the national companies. It is due to the fact that
the multinationals charge a premium price for their product.
Moreover, price is not a very important factor due to the nature of the product.
Quality is more important. However, the purchasing capacity of the patients is
also an important consideration. Therefore, it is important for the companies to
charge a reasonable price for their product.
Reasonable Pricing
10%
3%1%
6%
40%
7%
33%
ACME Aventis Others
Figure 06: Pricing
According the survey, most of the doctors perceive Beximco as offering

reasonable pricing for their product (Figure 06). It may be due to the fact that
Beximco has recently come up with a very competitive price for some of its key
products. Square hold the second position. Whereas, the others are not
perceived to be providing reasonable prices given the quality of their products.
DISTRIBUTION
In the pharmaceuticals market, distribution is very important. Having made all
decisions of marketing properly, a company will not be successful if it cannot
distribute its products well.
49
Availibility of Product
30
25
20
% of Rating
15
10
0
Figure 07: Availability of product
According to the physicians, Square has the strongest distribution among all the
companies (Figure 07). With its eleven distribution centers, it maintains a proper
distribution of drugs in the chemist shops all through the country. Beximco holds
the second position. Aventis maintains a moderate network. While companies like
Opsonin, ACME and ACI are not perceived to have a good distribution. It may be
due to the fact that these companies targets different pockets of the whole
market.
MEDICAL REPRESENTATIVES
Company representatives have a major role to play in the sale of drugs. This is
because a good representative can create a favorable impression of the
company on the doctors. When the doctors prescribe a drug, they, in turn, are
influenced by this impression. However, to create an impression, the medical
representatives must be both knowledgeable and able to provide prompt service.
Service of Medical Representatives
20% 25%
9%
12% 22%
6% 6%

ACME Aventis Others
Figure 08: Service of medical representatives
According to the doctor's opinion (Figure 08), Beximco's Medical Representatives

offers the most prompt service. Square's Medical Representatives also maintains
50
a good reputation in serving doctors. Incepta’s medical representatives seems to
have created a good impression of themselves as being efficient in providing
service.
Knowledge of Medical Representatives
5% 18%
25%
20%
10%
10% 12%

ACME Aventis Others
Figure 09 : Knowledge of MRs
According to the doctor's opinion, the Medical Representatives of Aventis are

considered to be the most knowledgeable. The Medical representatives of
Square and Beximco are also good in detailing to doctors. ACI is in the fourth
position under the same categorization.
PROMOTION
Due to high competition in the industry among the different players in the market,
aggressive marketing have been adopted by the different companies. In this
regard, promotion has become a useful tool to fight competition. Moreover,
promotional materials of companies have an impact on doctor's prescribing
medicine. Therefore, different companies have set out different promotional tools
to increase market share.
Medical Newsletters
The Medical Newsletter is a compilation of latest information gathered from

articles published in different national and international journals covering all
disciplines of medical science. These selected publications are on topics that can
assist the doctors in their professional practices. These newsletters create a good
impression of the company and has an impact on the prescription of the drugs.
51
Frequency of distributing medical
newsletters
15% 20%
22%
25%
9% 4% 5%
ACME Aventis Others
Figure 10: Medical Newsletters
According to the physicians, Square has the leading position in the frequency of
publishing Medical Newsletters. Beximco holds the second position. Aventis and
Incepta also have good positions in terms of publishing Medical Newsletters.
Printed Promotional Materials
Different types of printed promotional materials are used by the pharmaceuticals

companies. They include booklets on disease and brands, stickers for display
,etc. According to the doctors (Figure 11), the printed promotional materials
provided by Aventis Pharma are most attractive both in terms of design and
information, in comparison to the other pharmaceutical companies. Being a
foreign-based company, it has to maintain a global standard and therefore is
more acceptable to doctors.
Printed Promotional Materials
16% 18%
26% 21%
10% 4% 5%

ACME Aventis Others
Figure 11: Promotional Materials
Square and Beximco also maintains a good standard in their promotional

materials. Incepta is increasingly moving towards improving their printed
materials and they also have a good distribution network. Acme comes fifth.
Doctors hardly receive any printed promotional materials from ACI but when they
52
do it is of average standard. Incase of Opsonin, though they do receive materials
from them, it is not of high standard.
Gifts
The different types of gifts, in use, by the pharmaceutical companies include

writing pads, pens, calendars, bags, etc. According to the doctors, the most
attractive gifts are provided by Incepta Pharmaceuticals.
Offer attractive gifts
30
25
20
15
10
0
Beximco Square ACI Opsonin ACM E Aventis Others
Figure 12: Gifts
Square and Aventis also maintains a good standard in their gift materials.
Beximco is in the fourth position under the same categorization. Sequentially,
Acme comes fifth. Doctors receive gifts from ACI and Opinion, once in a while
and they give the least attractive gifts.
Physician Samples
All the pharmaceutical companies provide samples of new medicine or medicines

that they want to increase sales to doctors from time to time.
Adequate physician sample
10%
25%
15%
19% 22%
5% 4%

ACME Aventis Others
Figure 13: Physician Samples
53
According to the doctor's opinion, the company that provides the most adequate
physician sample is Square, in comparison to the other pharmaceutical
companies. Beximco is in the second position with 22 % and ACME is in the third
position with 19% under the same categorization.
IMAGE ANALYSIS
Even when competing offers look the same, buyers may perceive a difference
based on company or brand image. Image includes a set of associations ranging
from the brand name, product performance, reliability, features, benefits, doctor's
preferences and the corporate image. Within the pharmaceutical industry, it can
be observed that all the companies offer more or less the same types of
medicines. Even at times, the names of the products are quite similar to each
other. So if Beximco Pharmaceuticals wants its consumer to perceive the
difference between them and others it must strengthen its image. The brand
image should convey the product' distinctive benefits and positioning.
Survey reveals that the overall image of Beximco is average. When doctors were
asked to rank the companies on the basis of their overall image, the responses
varied. To make sense out the raw data collected while interviewing the doctors,
the response has been shown graphically down here:
Performance of Pharmaceuticals companies
35
30
25
% of Rating
20
15
10
0
Figure 14: Performance of Pharmaceuticals companies
Square Pharmaceuticals holds the leading position in terms of overall image

(Figure 14 ). This may be due to the fact that Square has created goodwill in the
industry. Even in this survey, it’s image is superior in product quality, presentation,
availability and provision of information- factors (Figure 15 ) which the doctors
54
thought were most critical in evaluating the performance of pharmaceutical
companies. Beximco holds the second position. Beximco Pharmaceuticals
Limited has sustained a good image from the time it started its operation, but to
reach the top position in terms of overall image, it has to emphasis more on the
quality, availability and presentation aspects of their product.
Reasons for preferance
30
25
20
% of Rating
15
10
0
l t
alit
y tion odwil tion Gif Pri
ce lility ers
Qu forma G o s enta ailab O th
In v
Pre A
Figure 15: Reasons for preference
Aventis grew as a company after acquiring Fisons and Hoechst and as a result,
their image is quite positive. It has been helped by the fact that it is a
multinational which by itself creates a goodwill. The information they supply is not
adequate. ACME is performing moderate in terms of image. Opinion's image has
not been a good one as they had targeted the rural areas at the beginning. ACI's
image has declined in the recent years.
55
SUMMARY OF FINDINGS
1. Beximco Pharmaceuticals Ltd (BPL) has an adequate product range. It also

has a good position in terms of quality perception, most of the doctors believe
that Beximco’s products ensure rapid recovery. However, BPL's product
presentation is below par. The doctors are also of the opinion that Beximco
come up with new products in reasonably short periods of time.
2. BPL has formed a positive image among the doctors that it offers its products
in reasonable price.
3. Doctors are of the opinion that Beximco has a moderate distribution network.
4. Although BPL’s medical representatives provide prompt service , they are not
quite knowledgeable.
5. The Printed promotional materials provided by Beximco Pharmaceuticals
Limited is not quite attractive as Square and Aventis. Frequency of distribution
of medical newsletters is moderate. The physicians are not satisfied with the
gifts provided by BPL. They also feel that, not adequate sample is provided to
them by the Medical representatives of Beximco Pharmaceuticals Limited.
Moreover, the expensive medicines are not provided as samples at all.
56
RECOMMENDATION
Beximco Pharmaceuticals Limited should increase its product variety. Product

variety represents different types of items of medicines. At present, Beximco
offers around 180 different types of medicine. Some other companies are offering
more than this. BPL can diversify itself from others by operating in highly
specialized segments such as anti cancer segments.
Introduction of new products to doctors is vital because it can enhance the image
of the company. It is always a good idea to find a gap to introduce a new item.
Beximco can locate the products areas where there are less number of
alternatives and also higher amounts of requirements.
BPL’s promotion is quite weak. They should provide more product samples gifts
to the doctors to increase their image among them.
Doctors should be informed previously that new medicines are coming up and
will be offered within two or three months. Thus the doctors can perceive an
insight about the new Beximco's medicines as an alternative of competitor's
existing items and Beximco pharma can gain good rapport with the doctors.
BPL’s distribution is quite weak. Steps must be taken to strengthen the

distribution network. This will require more effort on the part of the medical
representatives.
Pharmaceutical direct-to-physician marketing efforts have typically been isolated

from other customer-centric activities, including those conducted by field sales
forces. A dis-jointed relationship exists between pharmaceutical sales teams and
direct-to-physician marketing. While the pharmaceutical industry has made
significant investments in direct-to-physician promotions, the sales force is
generally uninformed about their timing or end results. BPL should enhance their
ability to link home office conducted marketing campaigns with field force
activities through information, software, and service solutions to make these
efforts more coordinated and therefore more effective.
Direct to consumer (DTC) essentially means any campaign or communication

programme intended for and targeted to consumers - the primary end users of a
product. In relation to pharmaceutical products, the consumers may be patients,
friends or family members, caregivers or the general public.
57
The strict regulations that have governed the communication of information about
prescription medicines in Bangladesh meant that the primary marketing focus
has been on the people who actually make prescribing decisions; the doctors.
These include the impact of communication to consumers via the internet, patient
education, word of mouth or use of editorial space or air time in print and
broadcast media.
More than ever before patients are getting involved in making their own
healthcare decisions. The growth in over-the-counter drugs and the
dissemination of information on the world wide web and in consumer magazines
have all contributed to a thirst for information. Beximco Pharmaceutical Limited
can make an advantage of this and bring about some changes to fulfill these
needs and as result it will enhance the image of the company.
Direct to consumer (DTC) advertising is thought to enhance competition between

brands, which can lead to improved quality and lower prices for consumers but,
most importantly, it can improve public health.
58
CONCLUSION
In today's competitive environment, pharmaceutical companies are demanding

much greater coordination from promotional activities to physician customers. By
conducting image analysis, it can help pharmaceutical companies better target
and segment customers, select the proper combination of marketing channels,
and precisely measure the impact of promotional programs.
There are about 300 companies operating in the Bangladesh Pharmaceuticals

industry. The market is highly competitive and it really hard to get response from
the market.
Pharmaceutical Industry has grown in Bangladesh in the last two decades at a

considerable rate. Its healthy growth supports development of auxiliary industries
for producing glass bottles, plastic containers, aluminum collapsible tubes,
aluminum PP caps, infusion sets, disposable syringes, and corrugated cartons.
Some of these products are also being exported. Printing and packaging
industries and even the advertising agencies consider pharmaceutical industry as
their major clients and a key driving force for their growth.
The annual per capita drug consumption in Bangladesh is one of the lowest in
the world. However, the industry has been a key contributor to the Bangladesh
economy since independence. With the development of healthcare infrastructure
and increase of health awareness and the purchasing capacity of people, this
industry is expected to grow at a higher rate in future. Healthy growth is likely to
encourage the pharmaceutical companies to introduce newer drugs and newer
research products, while at the same time maintaining a healthy competitiveness
in respect of the most essential drugs.
59

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INTRODUCTION

ORIGIN OF THE REPORT

OBJECTIVES OF THE STUDY

i) To fulfill the requirement of MBA degree as necessitated by IBA,

i) To identify the dominant participants in the industry

TITLE OF THE REPORT

1) Search for secondary data

Beximco practices an appropriate combination to delegate authority and

Beximco is a group of 34 companies and most of these are being operated

Textile Division Chemical Division

Jute Division Real State & Construction

Marine Foods Division IT Division

Training Division Media Division

Ceramic Trading and Others

Figure 01: Corporate Structure

The number of companies in each division is different. The companies of

REAL STATE & CONSTRUCTION

Bangladesh Online Ltd. (BOL), Beximco's Internet company launched its

Beximco Chemical Division consists of four companies and is mainly involved in

This division is comprised of the following companies:

 Beximco Infusions Ltd.

 Pharmatek Chemicals Ltd.

 I & I Services Ltd.

BEXIMCO PHARMACEUTICALS LTD.

BEXIMCO INFUSIONS LTD.

I & I SERVICES LTD.

Beximco Pharmaceuticals Ltd. is one of the four companies strategically included

The commissioning of BPL's Basic Chemicals Unit in 1990, established a very

 Central product management (CPM) department

Asst. sales manager (2)

Regional sales controller (10)

Field supervisor (5-8)

Medical Representative ( 4-5 under each)

Medical representatives are farthest unit of the organization. They are to

This is a supporting department that provides services (e.g., slide preparation,

BUSINESS RESEARCH & DEVELOPMENT DEPARTMENT

Market Molecula Development Analytical Stability

The department also provides audio-visual aids to other departments of the

FINANCE AND ACCOUNTS DEPARTMENT

Accounts section is there to maintain all records and transactions. it is automated

BASIC CHEMICALS AND MULTIPURPOSE CHEMICAL PLANT

"Perception defined: "Perception is defined as the process by which an

For pharmaceutical products, patients are the ultimate consumers of the

"Physicians tend to be more rational in their decision making than ultimate

2. Physician Related Appeals

3. Clinical Use Appeals

1. Patient Related Appeals

5. Manufacturer Related Appeals

2. Institutional advertising {designed to enhance the firm's image rather than

3. Because of the nature of the products, advertising and scientific

4. In theory, the physician is a rational decision-maker, somewhat similar to the

5. Product and institutional advertising (or combinations) are important to the

6. Ethical pharmaceutical products seem to be adopted in response to the

Interpersonal communication sources are either formal or informal. Among formal

One of the most crucial aspects of the marketing strategies of a pharmaceutical

• Prescription-only medicines - available only through a doctor's prescription

Marketing of Pharmaceutical product is different in Bangladesh. In Bangladesh

Different buying behavior has a great impact on marketing a product.

Basic Requirements for recruiting a Medical Representative: