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20, Dec 2012
SALES
MANAGEMENT GETZ PHARMACEUTICAL
TERM REPORT

2. TABLE OF CONTENT
Title Page no
Acknowledgement 2
Executive Summary 3
Situation Analysis 4
i- Short History of Company 4
ii- Product Portfolio 4-5
Mission and Vision Statement 6
Opportunity and Issue Analysis 7
i-Swot Analysis 7-8
ii- Analyzing Opportunities 8
Objectives 9
i- Target Formulation 10
ii- Methodology 10
iii- Planning progress 11
Problems or Issues 12
i- Nature of the issue or problem 12
ii- The current practices/policies ,procedures 13
iii- Understanding the needs 13
Action Programs 14
i- Development strategies 14
ii- Action Plan 14
Financial Plan 15
i-Budget evaluation Planning 16
ii-Mile Stones 17
Controls 18
Corrective Mechanism 19
Feedback Mechanism 20
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3. ACKNOWLEDGEMENT
“We 0we 0ur pr0f0und thanks and earnest gratitude to Almighty Allah, most Merciful, Who
blessed us with fortitude, strength, capability and divine help to complete this piece of work”.
We are greatly thankful to our course mentor for Sales Management, Mr Hashim Jafferi, who
provided us clear thoughts and a strong footing of understanding for the subject. He made the
course an appreciated learning experience for all of us and made us grow as educated
individuals. We would also like to thank our Bahria University, which is a great learning place
with different academic and extra-curricular proficiencies, all contributing to our development
as students. We would also like to thank to Naveed Bhatti Area manager and Abdul Rehman
Territory manager
Lastly we would like to thank our fellow student for making this learning experience a
systematically productive and enjoyable one.
Hopefully this plan will serve a good purpose.
Thank you,
Group Members:
Muhammad Ehsan
Mansoor Ilyas
Muhammad Waqas
Waqar Ahmed
Ahsan Abdul Qadir
Abdul Qadir
Hassan Ahmed
Farooq Memon
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4. EXECUTIVE SUMMARY
First of all, we have given a brief history and introduction on Getz Pharma. Getz Pharma started
its operations in 1995. According to the IMS, Getz Pharma was ranked 195th out of 200 pharma
companies in Pakistan in the year 1995. Getz Pharma (Private) Limited has its head 0ffice in
Dubai, UAE, and plant 0perations based in Karachi, Pakistan. Getz Pharma is the largest branded
generic pharmaceutical company in Pakistan.
Then we move towards our main topic i.e. functions of sales department in Getz. In this report
we discuss opportunity and issue analysis, objectives, problems, issues, financial projections
etc. Our main emphasis is on sales. We also discuss how they train their field force to compete
in this very competitive environment.
Actually Getz’s main marketing function is to support their field force so that they can generate
revenues and bring more smiles and happiness on the faces of people who got treatment after
using Getz’s remedy.
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5. SITUATION ANALYSIS
History:
Getz Pharma was originally set up in 1995 by Getz Brothers & Co. Inc. Getz Brothers & Co.
dispensesfarming, biomedical, pharmaceutical, and mechanicalgoods and consumer products in
more than twenty three countries in Asia and has a existence in these markets for the past 89
years.
Getz Brothers & Co. pays more than 5,000 people globally, having been originated in 1852 by a
Prussian immigrant Joseph Getz and his three brothers in California. By the 1870s Getz Brothers
were promoting medicines, food products, and consumer merchandises to customers in Hong
Kong, Shanghai, Calcutta, and Madras.
At the time of its inauguration and creation in 1995, Getz Pharma employed 45 people, and had
a small income base with no international tasks. Today Getz Pharma employs over 3,500 highly
qualified people and has setups in South Asia, Asia-Pacific, Africa, Central Asia, the Middle East,
andSouth-East Asia. In most of these countries Getz Pharma has a direct existence and is rated
as the fastest emerging pharmaceutical company.
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6. Product Portfolio:
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7. 6

8. MISSION & VISION
Mission:
Getz Pharma's mission is t0 devel0p, produce and market safe, effective and quality medicines
and health care products that will improve the health and quality of life of men, women and
children.
Getz Pharma pledges t0 pr0vide the highest quality manufacturing 0f health care products.
Values:
Respect for people:
Our principals, employees and suppliers are the basis of our quality and service. As each shares
resp0nsibility f0r Getz Pharma's reputati0n as a quality manufacturer and marketer, s0 each
deserves t0 be treated with fairness and dignity.
Respect f0r 0ur business ass0ciates and clients:
Getz Pharma seeks l0ng-term and transparent relati0nships with its business partners, and
enters into all transactions with integrity and trust.
Focus on safe technology:
Getz Pharma opts for technology that puts in real value to its products and services and that
does not harm the environment.
Guiding Principles to achieve mission:
Recruit the best-qualified pr0fessionals and endorse on the basis of objective performance
appraisals of each individual's ability and willingness to take additional responsibility.
F0ster the individual and pr0fessional devel0pment of our employees by providing them
continuous training of the best quality available.
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9. OPPORTUNITY & ISSUE ANALYSIS
SWOT Analysis:
Internal and external environment both can affect the company and because of this every
Company keep an eye on both factors. These two factors are also very important for strategic
planning process. For this purpose we conduct SWOT analysis it gives complete picture of the
c0mpany’s strength, weaknesses, threats and 0pp0rtunities.
Strengths:
 Fastest growing company of the Pakistan in pharmaceutical.
 Diverse and vast brand portfolio.
 Emerging brand name
 Highly skilled and well trained sales representatives and medical managers.
 High numbers of brands which are market leaders in their respective classes for e.g.
Risek, Getryl, Lipiget, Nexum, Leflox, Rovista, Gabica, Fexet, Uniferon, Ribazole, Asacol, Celbexx,
Gonadil-f, Advant.
 Low turnover rate of sales force.
 Participation in social work Medical reliefs camps during Natural Disasters
Weaknesses:
 Strict credit policy
 Less frequent sales training programs
 Slow pace of promotions in Sales team
 Lack of non monetary benefits
 Less research budget
 Lack of usage of technology by the sales force
Opportunities:
 Some territories are still left untapped in reference to distribution
 Pakistan ranks 4th in diabetes and has a rising trend while Getz Pharma is the
second key player in anti-diabetes medication
 Technological development
 Merger with other groups
 New drug developments
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10. Threats:
 Transitioning Government policies are basic threats to the company.
 Frequent Increase in Taxation results in reduction of profit margin and fluctuation of
prices
 Government intervention in prices regulation of medicated products.
 Law and order situation in Pakistan which lead to decrease in sales of products.
 Getting higher Production and Raw material costs
 Political interference in localities forces firm to leave them untapped
 New market entrants trend is on increase
 Drugs side effects
Analyzing Opportunities:
Company have the strategy to keep on checking the upcoming opportunities and try to avail
those opportunities. Company has very effective and efficient management and sales force
through this they grab every possible opportunity. Getz Pharma planed properly in order to hit
new market or in order to introduce new products in market. For e.g., How much sales efforts
are necessary in order to avail the opportunity? How many numbers of sales force required for
the specific territory?
 To create its presence in untapped areas Getz Pharma can hire incremental sales
personnel and acquire new distribution channels to cover those areas.
 As the diabetes has a rising trend in Pakistan expansion in production facilities can
accommodate the rising demand of insulin
 Company is planning to introduce sales force aiding gadgets in order to create, compile,
and retrieve sales data in real time efficiently and effectively
 In case of new product development Getz Pharma is preparing to introduce new anti-
hypertensive medication in the coming days
 In order to increase overall size of organization Getz Pharma is going for the merger
with Ali Gohar Pharmaceutical which an incremental player of industry
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11. OBJECTIVES
Target Formulation:
The target of the company depend on the sales of previous year as explained in budgeting that
October, November, December growth sets the trend and pace of the next year’s growth and
sales people have instructions to maintain it.
Methodology:
Methodology for reaching the targeting and their target market includes knowing market
potential by analyzer provided by company. By that analyzer sales team come to know what the
market can actually consume and what is their share in market.
Data of expected forecast, sales people forecast, market trends and new market formation
helps in making methodology for achieving objectives.
PROBLEMS AND ISSUES
Nature of issues or problem:
There are a number of problems that are faced by the sale team. Some of them are as
Sometime the area they have to visit is not safe. In this kind of situation some of the
sale person take a bold step personally and visit or the middle management person
accompany them to create their confidence.
Sometime the sale person gets in trouble and cannot attend the meeting he set
previously so if he has confidence in his management he would go and discuss it. At the
same time management also gave him a positive reply by understanding his issue and
asking someone else to visit the client.
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12. Current Practice and Polices:
In past we used to give promotion to our employees on the seniority basis as the employee
completes his six years of experience we used to promote him. As this process became slower
and new vacancies were there and promotion was slow so thispolicy was changed and was
lessen to four years. But still the performance of the company was slow so after conclusion we
came up to the process of having test to evaluate each and every person who has completed
the first criteria and can be the best person for that position.
But sometime if we can’t find the required seats then we look in the employees which have not
completed their four years but have a good response in his field we will bring them up to face
the challenges.
Another practice is to motivate the employees by having discussion with the management this
will motivate them “that the boss is sitting and having a discussion with me” this will motivate
and encourage them to do their best.
Another tactics which was used by the upper management was setting the target and ask their
team to complete that target in the specific time so as a reward they would be send on a tour
to Bangkok, Malaysia etc and this increase their motivation level a lot.
Understanding the needs:
Need of the employees should never be overlooked because if their needs are not fulfilled and
they are not given a relaxing environment they can never perform. We try to give them a good
environment and easy access to the management so that they can discuss their issues with
them.
For example: Once a sales person had an accident and had to take leave for a month. Company
understood his needs and supporting him decided to give him off for a month with his salary.
Although officially only ten days leaves were granted. But later as a result that sale person
became the asset for the company whenever they needed him he was there in his offs and with
odd timings also he worked without complaining.
So understanding the agent needs gives company a good and loyal worker and off course good
performance from him too increasing the company’s profit.
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13. ACTION PROGRAM
Developing Strategies:
Upper management keep the check and balance on the sales per month and slowly and
gradually they increase their sale ratio and wider their market. They check where they are
lacking. When bringing up the new products to the market new strategies are discussed of how
to market, who would be their target customers and how to introduce it to the masses with its
awareness in detail.
In the beginning of every month a target is set by the management and is told to the middle
management.
Action Plan:
Here the middle management tells there Sale team the target usually increasing it by 20% from
the original so that they work hard and the target that they have got would be achieved easily.
Sometime if any issue persist and the team is not able to cope up and is getting disappointed so
to raise their spirit the middle management keep up some rewards or tell them the actual
target so too keep their Sale team in good spirit and confident.
To increase their sale the doctors are promoted and are send for the international conferences
by the company as well.
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14. FINANCIAL PLAN
Budget Evaluation Planning:
Budgeting is a strong and foremost part of the company for sales department. There are no
fixed financial formulas exist to appropriate funds. Budgets need for following expenses in sales
department.
On the same time budgeting also depends on contribution of a territory and individuals in
those territories.
Budgeting Method:
There is a simple formula in Getz Pharma for calculating budget for particular territories and
individuals for sales force.
Company demands growth = More than previous sales
Depends on your contribution and territory contribution
Individuals contribution = individuals achievement/regional achievement * 100
If the financial officer gets the budget of some billions, he will multiply that budget with the
contribution of each territory and individuals. The figures he will get is some millions and he will
allocate it for every month, for example Rs. 833,333. This budget will include:
Marketing research
Advertising
Sales promotion
Sales support
Sales managers’ salaries
Sales managers’ commissions
Salespeople salaries
Salespeople’s commission
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15. Budget Allocation:
Now the policy of Getz Pharma is they allocate the amount in four quarters of year. And after
each quarter the budget will increase slightly from previous budget.
1st quarter budget – 22%
2nd quarter budget – 24%
3rd quarter budget – 26%
4th quarter budget – 28%
In these way sales people incentives increases as well their motivation level too.
Sales usually shoots up in October, November, December. And because of these months, next
year’s good pace also gets develop. Sales force gets motivated that his incentives and sales are
increasing next year.
In the 1st quarter sales people will try to do the maximum sales so that he won’t face problems
in the end of the year, so in this way sales increases from the start of the year and seniors tries
to maintain this pace. This process need to be monitor by bosses
Mile Stones:
Prisa (Prasugrel):
Getz Pharma introduced the first prasugrel of Pakistan “Prisa”. It is the latest antiplatelet
approved by FDA for the management of patients with Acute Coronary Syndrome.
Amclav (Co-amoxiclav):
Dec 2011 marked a new milestone for Getz Pharma as the first penicillin product of Getz
Pharma; Amclav was launched in Pakistan. Amclav is the first penicillin product manufactured
at the new state of the art penicillin manufacturing facility.
Diora (Diacerein):
Diora (Diacerein) is an anthraquinone derivative that is used in osteoarthritis. Diora (Diacerein)
was launched in the market of Musculoskeletal products in November 2011, used for the
treatment of arthritis. Furthermore, the addition of Diora has also resulted in enrichment of
Getz Pharma’s orthopedics portfolio.
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16. Basagine (Insulin Glargine):
Basagine (Insulin Glargine) is a long acting insulin analogue, launched in September 2011.At the
time of its launch, only one Insulin Glargine was available in Pakistan’s pharma industry.
Getofin (Ceftriaxone):
It was launched in July 2011. The launch of Getofin resulted in enrichment of Getz Pharma’s
antibiotic portfolio.
Zurig (Febuxostat):
Getz Pharma launched Zurig in Pakistan on 4th May, 2011. Febuxostat has been studied and
evaluated in multiple clinical trials linking more than 4,000 subjects, in some for up to 5 years.
Trevia (Sitagliptin):
Trevia (Sitagliptin) is indicated mainly for the management of Type-2 Diabetes Mellitus was
launched in 22nd Feb 2011. The tag line of the campaign was “The first FDA approved DPP-4
inhibit0r”. This 0perati0n enf0rced the secure use 0f the drug and included posters,
presentations and foreign speaker sessions. Trevia has now become one of the largest brands in
the market.
Amtas (Amlodipine + Telmisartan):
Amtas is a very healthy addition to the Getz Cardio metabolic portfolio which already has
innovative brands like Tasmi, Co-Tasmi , Advant, Nebil, Prisa, Lipiget & Rovista.. Indicated in
hypertension alone or in combination with other antihypertensive agents.
Solifen (Solifenacin succinate):
Solifen, the first solifenacin succinate of Pakistan was launched on 17th June, 2010 This has
been the second mega launch in Urology segment. All notable urologists across Pakistan
welcomed the launch of Solifen and recommended this molecule. Solifen is now a market
leader in OAB market segment.
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17. CONTROLS
Corrective Mechanism:
SFPI (sales force performance indicator):
It is to monitor, identify and evaluate the performance of sales force. It is online software in
which the sales force enters their daily sales.
Sales Leadership Planner Book:
The district sales manager randomly visit sales visit the market and evaluate the sales force
performance by mentioning remarks in sales planner book. If there is any unfavorable
circumstances then he first find the root cause and take action on it. He also monitor that all
the sales performance have been done on ethical way if anyone sales person is found to be
involved in unethical practice then he is fired no second chance as Getz Pharma has strict
policies and regulations.
Feedback Mechanism:
At the start of week, each sales person drafts a sales order report, and provides it to the
distribution manager. This report holds the details about the orders booked, recoveries made,
complaints received and information about the competitors’ activities.
Based on the orders received, Distribution manager dispatches the supplies to the respective
customer. If the Distribution manager feels that the respective customer delays the payment
and has pending bills to disburse, he first informs the Proprietor. If the Proprietor approves the
order, then the order is dispatched
Distribution Manager
If Proprietor
analyze the Sales
approves a customer
Sales reports reports and decides The order is loaded
with short payments
prepared by the sales whether to directly and dispatched to
(in case of customers
person dispatch or take an the customer
with good credit
approval from
history skip this step)
proprietor
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18. Procedural Mechanism:
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