Analysis of the Competitive
Image of Beximco
Pharmaceuticals Ltd in the
Pharmaceuticals
Prepared By: Industry
Md. Farhan Faruqui
Roll-54, Batch- 37 E
MBA Program, IBA
INTRODUCTION
Origin of the report
Assigned by Senior Manager; S & M, Beximco
Pharmaceuticals Ltd (BPL)
Accepted by Faculty Advisor, Dr. Jahangir Alam
Objectives of the Study
Broad Objective
To fulfill the requirement of MBA degree
Analyze the competitive image of BPL
Specific Objectives
To identify the dominant participants in the industry
To study the comparative image of the product element
of BPL’s marketing mix
To study the comparative image of the pricing element of
BPL’s marketing mix
To study the comparative image of the place element of
BPL’s marketing mix
To study the comparative image of the promotion
element of BPL’s marketing mix
To study the overall comparative image of BPL
Scope
Doctors from different fields (specialty) have been
interviewed
Samples taken from rural and urban areas of
Bangladesh
Methodology
Secondary data
Study reports on Bangladesh pharmaceuticals market
Market research done by BPL
Reference books on the pharmaceuticals marketing
Questionnaire survey
Both executive and questionnaire method used
Survey conducted through questionnaire
interview
Limitations
Only the doctors were chosen as the respondents
Field force biases
Organizational Part
Beximco Group
Corporate Scenario
Largest business conglomerate of private sector in
Bangladesh
Employs highest number of people in the private
sector
Corporate Structure
A group of 34 companies
Operated through eight divisions
List of Divisions of BPL
Textile Division
Chemical Division
Real state & Construction Division
Trading Division
Jute Division
Marine Food Division
Media Division
Information Technology Division
Beximco Pharmaceuticals Ltd.
One of four companies strategically included in
Beximco Chemical Division
Attained a turnover of Tk. 3.2 billion during 2004
BPL holds almost 16% share in the domestic
market.
Departmentalization
The following major departments coordinate their
activities through
Central product management (CPM) department
Purchase Department
Sales department
Sales education and training department
Medical services department
Business Research & Development department
International marketing & fine chemicals dept
Finance and Accounts department
Project part
Literature Review
Patients are ultimate consumers
However, doctors prescribe those drugs- target customers
Physicians more rational in decision making
Decisions are also non- rational
Types of appeals used in advertisements
Rational Appeals :
1. Product Related Appeals
Economy
Degree of Innovation
Differentiation/ Position
Packaging
Dosage Form/ Taste
2. Physician Related Appeals
Peer/ Specialist Approval
Pharmaceutical Committee Approval
Therapeutic Aid in Practice
3. Clinical Use Appeals
Dependability
Safety
4. Patient Related Appeals
Compliance
Quality of life
Patient Acceptance/ Preference
Non- Rational Appeals
Empathy
Humor
Curiosity
Fear
Unusual non-clinical illustration
Anger/ Defensiveness
Patriotism
Distinctive characteristics of pharmaceuticals
market
Consumer of advertising is often not the consumer of
product
Institutional advertising is importance
Pharmaceutical advertising is educational in character
Drug advertising is unique in presenting both the
good and the bad about product.
Findings & Analysis
Findings
Range of Products
Range of Products
25
20
% of Rating
15
10
0
Beximco Square ACI Ops o nin ACME Aventis Others
Research results depict reality
Fails to show the huge gap between Beximco
and Square’s product range
Product Quality
Doctors emphasizes on less side effects, quick and
effective therapeutic response
Doctors prescribe drugs which would lead to quick
recovery
Product Quality
25
20
15
10
0
Beximco Square ACI Ops o nin ACME Aventis Others
22% respondents believe that Beximco’s products
provide quick recovery
Product Presentation
Includes everything from color to design
Companies charge a high price if their product
presentation is good
Product Presentation
13 % 16 %
20%
23%
6%
4% 18 %
Beximco Square ACI Opsonin
ACME Aventis Others
Beximco’s competitive position is not quite good
Introduction of New Products
New generation drugs always attracts doctors
Pharmaceutical companies frequently arrange
seminars and symposia
Company % of Rating
Beximco 22
Square 23
ACI 16
Opsonin 05
ACME 06
Aventis 17
Others 11
Pricing
Not much price differentiation
Moreover, price is not a very important factor
Reasonable Pricing
10%
3% 1%
6%
40%
7%
33%
Beximco Square ACI Opsonin
ACME Aventis Others
Most of the doctors perceive Beximco as offering
reasonable pricing
Distribution
Availibility of Product
30
25
20
% of Rating
15
10
0
Beximco Square ACI Ops onin ACME Aventis Others
Medical Representatives
Must be both knowledgeable and able to provide
prompt service
Service of Medical Representatives Knowledge of Medical Representatives
5% 18%
20% 2 5%
25%
9%
20%
12 % 22%
6% 6% 10%
10% 12%
Beximco Square ACI Opsonin
Beximco Square ACI Opsonin
ACME Aventis Others
ACME Aventis Others
Beximco’s medical representatives perceived to provide
the best service but they lack in knowledge
Promotion
Aggressive marketing adopted by the different companies
Promotional materials have impact on doctor's prescription
Medical Newsletters
Frequency of distributing medical
newsletters
15 % 20%
22%
25%
9% 4% 5%
Beximco Square ACI Opsonin
ACME Aventis Others
Printed Promotional Materials
Printed Promotional Materials
16% 18%
26% 21%
10% 4% 5%
Beximco Square ACI Opsonin
ACME Aventis Others
Beximco’s promotional materials perceived to be less
attractive than Aventis and Square
Gifts
Offer attractive gifts
30
25
20
15
10
5
0
Beximco Sq uare ACI Op s o nin ACM E Avent is Others
Most attractive gifts provided by Incepta
Physician Samples
Companies provide samples of new medicine
or medicines that they want to increase sales
Adequate physician sample
10 %
25%
15 %
19 % 22%
5% 4%
Beximco Square ACI Opsonin
ACME Aventis Others
Beximco is in the second position with 22 %
Image Analysis
Image includes a set of associations ranging from the
brand name, product performance, reliability,
features, benefits, doctor's preferences and
corporate image
Performance of Pharmaceuticals companies
35
30
25
% of Rating
20
15
10
0
B e ximc o S quare ACI Ops o nin ACME Ave ntis Othe rs
Reasons for preferance
30
25
20
% o f R atin g
15
10
Beximco has a moderate image
Has to improve on quality, availability and
presentation aspects of their product.
Recommendations
BPL should increase its product variety
Introduction of new products is vital -enhance image
of company
Provide more product samples gifts- BPL’s promotion
weak
Doctors should be informed previously about new
medicines
Strengthen the distribution network
Introduce Direct to consumers communication
programs
Increase competition, improve quality and
reduce price
Conclusion
By conducting image analysis, measure the impact
of promotional programs
Growth rate high in pharmaceuticals sector
It supports development of auxiliary industries
