1.

CRM practices by pharmaceutical companies in India

Pharmaceutical
companies
Cipla
Mankind
Sun farma
Lupin

Market share of CRM

practices year ( 2010)
10.5
27.2
15.5
12.3

2011

2012

2013

19.2
34.2
28.4
18.2

12.5
13.5
24.1
25.2

17.5
18.5
21.2
12.52

Analytical interpretation
The latest orgims rankings of the market shares of pharma companies in the domestic market for
the 12 months ended may have thrown up many insights. in the cipla10.5%,19.2%,,12.5%,,17.5
%,in the year 2010 -2013 mankind 27.5%, ,34.5%,,13.5%,,18.5 %,sun pharma 15.5%,, 28.5%,
24.1%, ,21.2%, lupin 12.3%,, 18.2%, ,25.2%,, 12,52% in the year 2010 -2013.

Table1.1 Profiles analysis

COMPANY

LUPIN

MANKIND

PROFILE

GLAXOS

PFIZER

CIPLA

MITHKLINE

Established

1968

1995

1924

1849

1935

Turnover

1.39 billion

30 billion

26.4 billion

51.6 billion

1.5 billion

Employee

12710

10000

100000

103700

26000

Product Range

Anti-TB,

Antibiotics,

Anti-infective,

Pain

Cardiovascular,

Cephalosporin

Antifungals,

and

Gastrointestinal,

dermatology, gynecol ,Genitourinary

Anti-infective,

ogy, diabetes,

,Allergy and

oncology,

Respiratory ,

cardiovascular

Neuroscience

diabetes, anti- Cardiovascular,

disease and

Antibacterial,

respiratory,

inflammatory

Dermal

respiratory

Stem Cells

urology,

and respiratory

and Erectile

diseases.vaccines, for

and

children health,

therapy.

Dysfunction

hepatitis A, hepatitis Regenerative

diabetes,HIV
B, invasive disease
Medicine

Cardiovascula NSAIDs,Anthel
r drugs,

mintic,

categories

FMCG
brands:
Unwante
d72,
PregaNe

oncology,
osteoporosis,

AIDS

caused by H,
OTC &

anti-malarial,

influenza,
chickenpox,
diphtheria, pertussis,
tetanus, rotavirus,
cervical cancer,
streptococcus
pneumonia and

Antibody
Technologies
,Allergy and
Respiratory,P
eptide
Technologies,
Tissue Repair

ws,

others.

Pain

Kustody,

,Genitourinary

Adiction,

,Allergy and

Gas-O-

Respiratory ,

Fast,

Molecular

and

and

Manforc

Translational

Medicine

Condoms

Key advantages of a Pharma CRM over Generic CRM

Reduced start-up cost, a key for all companies of all sizes

Scalable and easy to configure solution

Faster time to implement ( 6 weeks to 3 months)

Reduction in support costs between SaaS SFA & onsite SFA solution

A measurable increase in Sales

A measurable reduction in Bottom Line

Total Channel Integration

Total Company Buy-in and Understanding

Removal of Silo mentality. Unlock the Intelligence trapped in Silos.

Bringing CRM and Branding together. Consistent product or service proposition at all
times

Enhancement of a Knowledge Management culture; supported by processes and

systems

. 2. To know about the Mankind pharma.

Year
2005-06
2006-07
2007-08
2008-09
2009-10
2010-11
2011-12
2012-13
2013-14

Revenues ( rs crore )
338
486
618
812
1043
1588
1909
2383
3000

Analytical interpretation
The above data the researcher analyze that the growth of mankind company in india

3. The customer relationship management policy of Mankind pharma.

Making a strategic decision on what problems the CRM system is to address, what
improvements or changes it should bring in the business processes of the organization.

Choosing an appropriate project manager. Typically IT will be engaged, however a

manager with a customer service/sales and marketing focus should be involved, as the
impact of the project will be mainly on the business side.

Ensuring executive sponsorship and top management support.

Empowering team members with the required authority to complete the tasks.

Selecting the correct implementation partner. They must have both vertical and horizontal
business knowledge, as well as technical expertise.

Defining KPI's that will measure the project's success.

Using a phased approach. Working towards long-term enterprise-scale implementation

through a series of smaller, phased implementations.

A paper entitled "CRM Implementation: Effectiveness Issues and Insights" (2006)

provides several useful insights for CRM implementation.

anal

Analytical interpretation
The above data the researcher analyze that the CRM policy of mankind company in india
Ensuring executive sponsorship and top management support. Empowering team members with
the required authority to complete the tasks. Selecting the correct implementation partner. They
must have both vertical and horizontal business knowledge, as well as technical expertise.

4. market strategy of Mankind pharma

Value chain analysis: comparison
VALUE

LUPIN

MANKIND

CHAIN

GLAXOS

PFIZER

CIPLA

MITHKLINE

COMPONE
NTS
FIRM

corporate office

corporate office

corporate office

corporate office corporate office

biotechnology

Research Centre

Manufacturing Units consumer

INFRASTRU
CTURE

R&D center

Manufacturing

healthcare center Units

Manufacturing Units

R& D department

Manufacturing

Manufacturing

Units

Units

R& D unit

R& D unit

HUMAN

Recruitment ,

RESOURCE training,
MANAGEM Employee benefit
ENT

Recruitment , training,

Compensation,

Talent

HR Generalist,

Work life balance

Organizational

Acquisition,

Talent

Development,

Learning and

Acquisition,

Learning and

Development

Development

Learning and
Development

RESEARCH Process Research,

Mankind Research Centre Bioelectronics

AND

Innovation in technology, Tackling, the threats Antibacterial, St development

new molecule
ofantibiotic
em Cells and
Respiratory

Advanced Drug

DEVELOPM Delivery Systems

ENT

Neuroscience

Regenerative

API

(ADDS) Research,

resistance, and

Novel Drug

Epigenetic-turn-ons Medicine

Formulation

Discovery and

and turn-offs

development

Molecular and

Development

Translational

(NDDD),

Medicine

Biotechnology

,Antibody

Research.

Technologies ,Pe

device

ptide
Technologies,
Tissue Repair

OPERATIO Lupin's global

its business operation in

Operation

manufacturing

India namely Discovery,

includemanufacture Operations strive -challenging

operations are

Future, Special, Vet, &

, formulate, fill,

to set the

formulations

spread across India Lifestar.

pack, control,

standard

sophisticated

and Japan.

release anddeliver o for quality,

Starting its operation in

manufacturing and Srilanka, Vietnam,

Business

technologically

manufacturing

ver 1.4 billion doses. safety and value plants

in the
discovery, devel

supplying

Philippines, Nepal &

Operational

opmentand man

APIs andformulati Rwanda

Sustainability

ufacture of

ons.

Team help for this

medicines

purpose

SALES AND Large Dynamic

aggressive marketing

commercial

Strategy

Strategic tie

MARKETIN Sales Force,

policy , customer

teams are

Marketing

up for sales and

engagement model

responsible for

Robust

understanding our

Distribution

SERVICES

Market Access

marketing with
global MNCs

Network

patients, consumers Sales (outside

US)
and customers.

Patient Education, Home health care,

GlaxoSmithKline co Direct Stock

Employee self

Medical help,

nsumer

Purchase and

service

healthcare India

Dividend

Shareholder

Reinvestment

information

Customer help

Toll free number

Plan,
Direct Deposit of
Pfizer Dividends

External analysis by Porters five forces model

O
r
g
a
n
i
z
a
t
i
o
n

Threat of New
entrants

Suppliers Buyer Rivalr Threat

bargaining s
y from produc
power
bargai compe substit
ning titors
power

Lupin

Low

Medium

Low

High

High

Pfizer

Low

Low

Low

High

High

GlaxoSmithKline

Low

Low

Low

High

High

Mankind

Medium

Low

Low

Mediu low
m

Cipla

Low

Low

Low

Mediu High
m

Table2.3 Situation analysis

ORGANIZA LUPIN
TION

MANKIND PFIZER

CIPLA

STRENGTH 1. Worldwide 1.Highest

leader in
Prescribed
Cephalosporin 2. strong
and Anti TB distribution
drugs
network
2. In the US
3. unique ads
and Japanese
market it is the
largest generic
player

1. Excellent
research and
development

WEAKNESS 1.High
1.very niche
dependence on category of
global
market
formulation 2. less
business
regular sell

1.issue of
1.Tough
safety of drugs competition

2. Mergers and
acquisitions

1.positive brand
image
2. Fixed-Dose
combination

3. anti-infective and
3. Strong brand anti-asthmatic
formulations
name

2. Patent
expiry

1.
Negat
2.Negative brand ive
camp
image
aigns
(healthcare

2.Forecasting
done on
technological
level is less

fraud)

2.
Toug
h
comp
etitio
n

3.It operates in
low growth
segments

OPPORTUN 1. Emerging
ITY
technological
trends in drug
delivery
2.
Increasing pre
valence of TB

by
AHF

1. Related
1. Increasing awareness
diversificatio 2. mergers and acquisitions
n
2. Growth in
modern retail

1.
Alzh
eime
rs
dise
ase
med
icati
on.
2.Inc
rease
d
inve
stme
nt in
the
budd

ing
mark
ets.

THREATS

1.Rigid
opposition

1. Promotion 1.Risk of unsuccessful new Products

and
2.Regulatory environment
2. Soaring cost advertising a
of discovering little difficult
novel products 2.
Competition
from
unbranded
and local
products.

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or
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Analytical interpretation

From the above table all the strength, weaknesses, opportunities and
threats can be analyzed and used in the strategy formulation of the
above five companies of pharmaceutical industry. This information
can also be used in decision making of any important situation.

Finding
The latest org ims rankings of the market shares of pharma companies in the domestic
market for the 12 months ended may have thrown up many insights. in the
cipla10.5%,19.2%,,12.5%,,17.5 %,in the year 2010 -2013

mankind 27.5%, ,

34.5%,,13.5%,,18.5 %,sun farma 15.5%,, 28.5%, 24.1%, ,21.2%, lupin 12.3%,, 18.2%, ,
25.2%,, 12,52% in the year 2010 -2013 ,
The above data the researcher analyze that the CRM policy of mankind company in india
Ensuring executive sponsorship and top management support. Empowering team
members with the required authority to complete the tasks. Selecting the correct
implementation partner. They must have both vertical and horizontal business knowledge,
as well as technical expertise.
From the above table all the strength, weaknesses, opportunities and threats can be
analyzed and used in the strategy formulation of the above five companies of
pharmaceutical industry. This information can also be used in decision making of any
important situation.

Recomdatation

Conclusion
Starting with a turnover of Rs 3.8Cr in 1995 Mankind Pharma is expected to touch Rs 2500 Cr in
2013.
Mankind Pharmaceutical business has been growing at about 18 per cent annually, compared
with the industry average of 13-14 percent. But the profit margin is growing at 12-13%
compared with industry average of 20%.
They operate at profit margin of 13-14% compared to industry average of about 25-30%.

After strategic analysis of five companies namely Lupin, Mankind, GlaxoSmithKline, Pfizer, and
Cipla it can be straight way concluded that their strategies are aligned with their vision and
mission; Lupin heading towards it vision by continuous innovation and healthcare improvement
with having competitive advantage of anti TB drug and cephalosporin, Mankind by its strong
portfolio of businesses, geographies and products range looking forward to achieve its vision,
GlaxoSmithKline investing huge money in R&D and exploring new market to become
indisputable leader of industry, Pfizer by its wide range of medicines and brand image its
fulfilling its promise to deliver innovative product, and Cipla is providing varied range of

medicines to make the customers self-reliant and self-sufficient. These comparative strategic
analyses of these five companies provide the concise analysis of those companies.
Mankind is already present in 90 % of the total market product portfolio. Therefore to launch
new drugs it will need to come up with new dosage forms and delivery systems in much the
way its competitors are doing. Current pricing strategy of Mankind leaves it vulnerable to attacks
from other emerging low price players in the market. Entry of an ultra low cost player can wipe
out Mankind from the market. Another major concern is that there is a perception in the metros
and tier 1 cities that Mankind's drugs are of poor quality simply because they are cheap. For an
aggressive entry in to chronic segment, mankind needs a face change. To substantiate the quality
of their products a modern R&D facility needs to be setup or strategic alliances should be made.
The initial investment is huge and so is promise of high profit margins. It will also enhance
Mankinds image as a legitimate and credible competitor in the global pharmaceutical arena.

Limitation