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Pharma
- 1. Pharma selling and sales marketing
- 2. Distribution Channel Company C & F or CA Super Stockiest Stockiest Doctors, Nursing, Dispensary, Substokiest 2
- 3. Types of Pharma Selling • Ethical selling • Generic selling • PCD : Propaganda cum dispensing • Surgical selling • Tender Selling • Over the Counter (OTC) 3STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
- 4. Issues of Pharma sales • Ethical selling – Promotion overload – Too many companies • Doctors issues – Fixed day and time of meeting to MR – Fixed No. of MR – Visit regulated 1/3 months – Time of giving cards & time of actual calls – Fixed No. of company MR to meet – Waiting to MR 4STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
- 5. Role of Various field Staff • Medical representative – Implementation of promotional strategy – Contact doctors , N/h , Co – hospital – To give info about product – Convince doctors to give Rx – Make a network with retailers & chemist – Make a network with stockiest – Reporting – Generation of order ( Retailer – POB – Stockiest ) 5STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
- 6. Questions asked to MR • Primary sales • Secondary sales • Personal order booking ( POB ) • Call average • Coverage • Report calls 6STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
- 7. Role of other field staff • Role of Area manager • Role of state manager • Role of Regional manager • Role of zone manager • Role of national manager • Role of VP of Sales 7STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
- 8. Tour program • Submitted on 25th of monthMR - TP • AM Approved MR – TP • AM – TP Submitted on 26th of monthAM - TP • RM approved AM -TP • RM – TP submitted on 27th of monthRM - TP • ZSM approved RM – TP • ZSM – TP submitted on 31st of monthZSM – TP BASIC TOOL PROGRAM MADE ONLY ONCE IN YEAR 8
- 9. Reporting Channel VP OF SALES ZSM RSM ASM MR 9
- 10. Kind of Reports for sales force • DCR : Daily call report • Expenses Detail report • TP : Tour program • Weekly reporting • Monthly reporting • Basic tool program ( BTP ) • DWP : Daily work plan 10STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
- 11. Sale Administration Department • Do compilation of all reports of sales • Normally one person for each state • Prepare summary report of – All India – state wise – unit wise – value wise sales report for product manager for his product – All India last three months sales of same brand – All average / coverage – Utilization of inputs • Use of gifts, samples, skims, Bonanza 11STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
- 12. Budgeting • Marketing Department – Give guideline to sales department – Marketing Budget • Gifts • Samples • Sponsorship • Bonanza • CME (Continuing medical education) • Advertisement • Printing expenses • Meeting Expenses • Incentives • Transportation • Expiry and goods return 12STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
- 13. • Finance Department – Finance budget • Factory department – Production budget • Sales admin department • Purchase department • HR department 13STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
- 14. Credit Control • Credit period • Credit limit • Mode of payment • Stockiest profile • PDC ( Post dated cheque) • Cash Discount • Special cases • No PDC 14STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
- 15. Costing & Finance • Different types of cost – R & D ( F & D ) – Production cost – Inventory cost – Transportation cost – Marketing cost – Regulatory cost – T & D cost – PM cost – Overhead Cost 15STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
- 16. MRP Decision • Competition pricing • New marketing / Scientific gimmick • Monopolistic MRP • Kind of marketing company do • % G C (Gross contribution) 16STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
- 17. Billing • Billing cycle – From the time bill is raise to the payment received • Normally billing cycle is of 21 day • Payment cycle is 60 days for 1st deal for stockiest 17STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
- 18. Billing for C & F • Transfer of stock • Transfer challen • F – Form – taken from sales tax department • 0.5% sales tax has to pay Billing for CA • Billing • Bill is Made • C – Form – Outside state 2% central sales tax (CST) + add 5 % VAT – Within state only 5% VAT 18STEVENS BUSINESS SCHOOL BATCH 2009 - 2011 Billing Difference
- 19. Sales Team Division • Pharma division – Old / big brand – Less promotion – Less expenses (CASH COW) • Speciality division – Gastro division – Cardio / diabeto division – Psycho / neuro division – Ortho division – Opthal division – Dermato division 19STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
- 20. Thank You 20STEVENS BUSINESS SCHOOL BATCH 2009 - 2011