MBA

(Marketing)
Internship Presentation on
Slimfit Pharmaceutical.
Overview of the organization

Slimfit Pharmaceutical was established
in 1994, having wide range of nutritional
products and own manufacturing facility.

Sales force directly meets with doctors

and they prescribe the product to the
patients. In this way doctors are direct
target customers and patients are
ultimate consumers.
Overview of the organization
Product line
Slimfit has following product range
Ultra Diet
(To reduce weight and it is a complete daily diet plan for obese peoples)
Amino Fuel
(Complete diet plan which contain vitamins, minerals, protein, & essential
elements which are required during and after pregnancy and lactation)
Balance D
(It is especially for weakness and asthenia caused by due to Diabetes
Mellitus)
Ectobal Injection
(It contain methycobalamin used for nervous weakness and nerves
regeneration)
 Overview of the organization

Strategies of Branding
Strategy which is used by company is Product Brand Strategy

Main Clients
Gynecologists, Woman Medical Officers, LHV ,Physicians , GP’s
and Nutritional Specialist are the main target customer.

Main Competitors
Among multinational there are Abbott Laboratories, Meiji,
Nutricia, etc they have very strong and old brands in the market
like Ensure, Formance, Glucerna,Mamilac, Nutrimama Among
national companies there is Neutro Pharma having product name
supplement-M, Glucotro etc.
 Cost
Accountant

General
Accountant

Finance
Manager
Product
Manager

Product
Manager

Product
Manager
Marketing
Manager

Field
Manager

territory
Sales

Field
Director

Manager

Manager
Managing

Field
Manager
Sales Force at every
HR

HR Officer
Manager

HR Officer
Organizational structure

Production
Officer
Manager
Production

Production
Officer
 Organizational structure

Number of Employees.
Total 110 numbers of employees in overall organization
including top management , production and sales force
all over the Pakistan.

Introduction of all the Departments

vMarketing Dept there are marketing manager and three
product manager for products.
vIn HR Dept there is HR manger and two HR officer who co-
ordinate in HR activities.
vFinance manager also have two officers which are
responsible for financial activities .
 Organizational structure
vProduction manager has two production officers
and rests of the people are working in other Dept like
packing and in warehouse .

vSales force is 65 in total including Sales Manager

and 9 Fields Manager based at big territories like
Karachi, Lahore, Rawalpindi, and Faisalabad etc.
Medical Service Representatives are working under
these FMs based at different important locations.
 Organizational structure
Slimfit show great level of departmentalization and
everyone in involve in his job in depth and show high
level of co-ordination and harmony among different
department .

Every one is answerable to boss and responsible of

his work and also has some authority to next level this
show chain of command.

There is narrow span of control and great level of

centralization in decision making by top management.
 Plan of Internship Program

I worked in the head office of Slimfit Pharmaceuticals
Pakistan 31/3-A Abu Bakar new garden town Lahore.

Starting date of my internship was 3rd May, 2010
Ending date of my internship was 2nd July, 2010

Name of Departments
Sales
3rd May 2010 to 15th May 2010
Marketing
17th May 2010 to 29th May 2010
Human Resource
31st May 2010 to 12th June 2010
Management & Administration
14th June 2010 to 2nd July 2010
 Training Program
Sales Department Activities

vProspecting the customers.

vExploring the customer’s need.
vSatisfying the customer’s need by providing
relevant proofs.
vProduct knowledge and SMART planning required
to win the customers.
vPre and Post call analysis.
vFeedback of the customer.
 Training Program
Sales Department Tasks.
First of all target assigned to me was prospecting
of few customers and knowing their potential,
prescribing habit by feedback of the market and
nearest pharmacies. Then I visited the Drs Clinic
and collect feedback from there .

Other task was to ensure the availability of the

product at different pharmacies and medical
stores. These activities help me a lot to better
understanding the customer need and device a
strategies and next call planning.
 Training Program
Marketing Department.
Devising new strategies and plans.
Implementation and evaluation of plans and
results.
Market research.
Arrangement of Medical discussion meeting,
Speaker program, foreign symposium,Free
medical camps,OPD activities to different
hospitals & doctors.
Developing product literatures & brochures.
Marketing manager assigned a task to product
manger and to me ,develop a product literature
of Balance D
 Training Program
Human Resource Department.
vHR Dept concern with development and securing the
talent of individuals and organizations.
vImplementing such programs that enhance
communication and cooperation between those
individual workers in order to nurture organizational
development.
vJob analysis and staffing, organization and utilization of
work force.
vMeasurement and appraisal of work force
performance, implementation of reward systems for
employees.
vTrain and develop employees in specialized areas.
vThe task assigned to me for conduction of initial
interview of some candidates for vacant areas.
 Training Program
Management & Administration
vGetting people together to accomplish desired goals
vand objectives.
vDeployment and manipulation of human, financial
vand technological resources.
vManager need to maintain equilibrium and fairness
among all the sensitive issue of the company.
vDecision making is very important.

vI have got opportunity to work with some field manager

and it was my first experience in fields. I gain knowledge
of managing the territories, handle the field force to
produce good results.
 Structure of Marketing Department

Marketing
Manager

Product Product Product Product

Manager Manager Manager Manager

There are total 5 people working in marketing Dept one

marketing manager and four product managers.
 Marketing Operations
v Leadership on serving the client better by providing the
better facilities and make him satisfied.
v Support sales & distribution partners to produce good
results.
v Manage advertising & promotions.
v Developing pricing.
v Conducting customer satisfaction survey on time to time
basis.
v Monitoring competitor’s activities and devising the
marketing strategies to counter it.
v Attract qualified leads to become number one in market.
v Building brand recognitions by better positioning of the
brand.
v Making it easier to differentiate from competitors.
v Making websites, brochures, presentation.
v Events & sponsorships.
v Loyalty building programs on regular basis.
 Functions of Marketing Department
Segmentation Strategy
v Segmentation is a tool for categorizing the
market into homogeneous segments .
v Within the segment people have almost
similar need and wants also exhibits similar
buying behaviors.
v In Slimfit market is segmented according to
disease of the patients like diabetic, obese
and during pregnancy & lactation etc.
 Functions of Marketing Department
Target Marketing strategy
v Identifying the potential customers and formulates the
strategy by concentrating them.
v Putting all the marketing efforts like advertising &
promotion to few segments and targeted customers.
v Target market of the Slimfit Pharmaceutical is
women during pregnancy & lactation for Amino Fuel.
Obese and fatty patient for Ultra Diet etc.
v Gynecologists, Women Medical Officer, Leady
Health Visitor, Physicians and General Parishioners
are targeted customer who actually prescribe the
product to the patients and they are final consumers.
 Functions of Marketing Department
Product Planning, Development
& Management

v At present Slimfit is not involve in any new

product planning and development.

v Products of the Slimfit at this time are on

different stage. Some of them are at early stage.
Other of them is at mature stage. They require
different Planning & Management as well as
different budget allocation and strategies.
 Functions of Marketing Department
Positioning
v Placement of product in the mind of the potential
targeted customers in specified segment of the market.
v How companies want their customers to see the product
and what message the company wants to deliver to the
mind of the consumers.
v Amino fuel is positioned as essential supplement during
pregnancy and lactation with the passage of time it has
established and strengthening its position in front of the
customers as a vital supplement during pregnancy.
v Balance D is important supplement for diabetic patients
to restore the vitality of the patients.
 Functions of Marketing Department

Pricing Strategy
v Pricing of the product is the main source of
revenue generation.

v Pricing also provides competitive edge and it is

also final measure of the value of the customer.

v Pricing strategy of the Slimfit Pharmaceutical is

Cost Based Pricing.
 Functions of Marketing Department
Distribution Strategy
v Product are actually reach to the customer’s
hands through distribution channels.
v Slimfit has local distributor at every big city and it
adopts the selective distribution strategy.
Company
Slimfit Warehouse C&F

Consumers Wholesaler/
Pharmacies Distributors
 Functions of Marketing Department

Promotional Strategy

v Slimfit uses Personal Selling.

v It is also called Push promotional strategy in

which field force and promotional activities
are used to create a demand in the market.
 Structure of Sales Department
Sales Manager

Field Manager Field Manager Field Manager Field Manager

Sales Force Sales Force Sales Force Sales Force

Sales force is 65 in total including Sales Manager

and 9 Fields Managers.
 Structure of Sales Department
Sales operations
Sales operation leads to increase market share and
revenue generation.
Planning & design of the sales strategy and ultimately
effective execution of it by controlling and calculating the
outcome of the results.
Measuring the trends of sales and forecasting the next
projection of the sales on basis of these results.
Competitive advantages by arrangement of OPD (out
door patient) camps, Round table discussion (RTD) and
Medical discussion meeting (MDM) on regular basis to
get stronghold in the market.
Training program for every MSR names “Selling in
Slimfit” to enhance the product knowledge and selling
skill among MSR’s
 Functions of Sales Department
Sales Methodology

A system of methods used in the sales

process. These are the various methods
to identify, prospect, gain the attention,
raise the interest, build their desire,
move them to action and close the sale.
 Functions of Sales Department
Type of selling
v Slimfit use personal selling strategy.
v Medical Sales Representatives calls the
doctors.
v Drs prescribe the product to patients and
they purchase from pharmacies.
v MSR covering the big area and having
almost 150 doctors on list.
 Functions of Sales Department
Sales Return Procedure
Member of distributors (Delivery Staff) delivers
the stocks at pharmacies and if they have wrong
order booking, non payment or any other reason
simply return the products and delivery man then
entered the return at warehouse.
Order booking man of distribution channels
check the stock at pharmacies and inform the
company prior to six month before expiry date by
filling the expiry intimation forms. Meanwhile if
stock liquidates then its ok, otherwise after three
months they pick up stock and return it back to
company.
 Customer Service Department
Developing relation with Customers
vMarketing & Sales Dept are working together to build
relation with customer.
vSales force is working at front end to develop loyal
customer.
vMarketing team develops a strategy like arranging
get together of important Drs. Regarding Amino Fuel
most of the targeted doctors are gynecologists and
they planned different activities like Slimfit Family
Meela, Mango Parties, and sending gift on special
occasion like at Eids etc.
vStrategies of the marketing team and implementation
of the Sales force are focus on customers centric
and everyone strive hard to make good relation and
develop the customers.
 Customer Service Department
Technique of Retaining Customers

v Keep in Touch with Customers Regularly.

v Build Your Network of strong relationship
and commitments.
v Facilitate the customers by offering the
special offers, discounts etc.
v Follow through on commitments in time,
don’t claim anything which is not feasible
and possible. Wrong commitments can
prove very dangerous in future.
v Ask for feedback and inputs for future
planning of the next call.
 Customer Service Department
Technique of Attracting new Customers

v Increasing customer’s pool will opens the new

horizons of business.
v Exploration of new untapped area.
v Regularity & increase visit frequency of MSRs.
v Providing better service and handle the queries of
the customer effectively.
v Get regular feedback.
v Try to built friendly relationship with Customer.
v Promotional activities, can attract many new
customers.
 Customer Service Department
Handling Furious Customers.
“Selling in Slimfit” these kinds of customers called
indifference customers.
v Define everything as clearly and as concisely as possible
and try to understand the customer completely.
v Ensure both sides have reasonable expectations about the
product, and need to become rational about the product
and there is no need of exaggeration.
v Don't commit yourself to services or expectations that you
don't fulfill. A wrong commitment proves very fatal.
v Try to become a business partner and develop a friendly
relationship and pleasant environment.
v Grab their attention and interest by talking about the
problem and try to solve it as soon as possible.
v Probe the customer and try to find his motives why he is
exhibiting such behaviors.
 Critical Analysis
v There still is discrimination on issues like the
insufficient distribution of benefits/ compensations.
v Some marketing process is still underdeveloped and
hasn't come up to the standards outlined by. As we
study in.
v Managers don’t give free hand to MSR’s.
v Employees are not pushed, developed or
encouraged.
v All organizations can have the same technology,
they may have same type of financial resources,
same sort of raw material can be used to produce
the goods and deliver services but the
organizational source that can really create the
difference is marketing ideas and Sales force of the
organization.
v Need to develop multi-tasking skills along with
dynamic personality and strong communication
skills.
 SWOT Analysis
Strength weakness
v Experienced and skilled v Low level of Product line
Field Force. extensions.
v Nationwide Marketing v No new product induction
and Sales activities . since long.
v Nationwide Distribution v Production restraints and
Setup. shortages of stocks.
v Reliable Seasoned v Low use of new
Management and mature technological methods.
hierarchy Products.
v Less concentration on
v Satisfying various Market R&D.
Segments. v Less experienced
production staff.
v High self confidence in
concerning fields of v Insufficient interest in
Marketing and Sales. long term planning and
strategic planning.
 SWOT Analysis
Opportunities Threats
v High positive growth in v Very hard and tough
pharmaceutical market competition from local
v Increasing awareness for and international market
good health practices. players.
v High interest from v Low profit ratios.
government in public & v High Power generation
private sector for better charges.
health facilities. v Strict policies of the
v New health techniques; government regarding
especially Biotech standardization and better
products. quality.
v New drug delivery v Low chances to enter the
mechanisms . new segments of
v Easy global access and pharmaceutical industry.
increased demands in v Rise in cost of present
international markets. products and in inventing
or discovering new
pharmaceutical products.
 Conclusion
v First thing, I observed that there is no
futuristic approach in this company.
v They have not taken any keen interest on
current issues of the employees like now a
days employees face difficulties because the
unavailability of proper medical outdoor
facility.
v In the case of resignation from employees
there is need of quick compensation.
v There is not any quick process of hiring, and
delivery of services will slow and
organization will fail to meet its objective.
v Need to solve the problem of the area and try
to retain the MSR .
 Recommendations

v Employees should be trained according to the

changing standards of the organization.
v Company should conduct survey from time to
time according to which changes can be
introduced in the organization to stay updated
in the market.
v They should introduce creativity into the work,
so that the employees can do their work
passionately.
v Employees should be more involved in
decision making to become more
differentiated.
v Avoid personal liking and disliking
 Recommendations

v Increase the communication with their

employees and erase the fear of
communication that is actually take place in
the lower level.
v Employees have fear that if they criticize then
their job will in danger.
v Provide the job satisfaction to all employees
by realized them an integral part of an
organization and don’t take irrational decision
of layoff or firing of employees.
v Encourage healthy competition among
employees and there is need to announce
better reward system to enhance to
productivity of an employee.