By Hina, Anila and Karim.

1. Presenters:
Anila Lakhani
Hina Tejani
Karim Virani
Umair Pirzada
PRESENTATION ON
STRATEGIC MARKETING
PRESENTATION ON
STRATEGIC MARKETING

2. Premier Group of
Companies
• Distribution of consumer and
pharmaceutical products for over 37 years.
• The group has also shares in
• English Biscuits (manufacturer of Peek Freans
brand)
• National Foods (packaged spices)
• Deals in Dental and Baby Care products
• Manufacturing and marketing of
pharmaceuticals.

3. • Premier Distributors – 1971
• Premier Agencies – 1975
• PharmEvo Pvt. Ltd – 1999
• Shield Corporation – 1984 (Acquired 2003)
• Zaman Textile – 1985 (Acquired in 2002)
Premier Group of
Companies

4. PharmEvo at a Glance
Industry: Pharmaceuticals
Type: Private Limited Company
Company Size: 1000 + employees
Annual Turnover: Over 2.5 billion rupees
Group Turnover: Over 20 billion rupees
Head Office: 402, 4th Floor, Business
Avenue, Block-6, P.E.C.H.S,
Shahrah-e-Faisal, Karachi
Contact #: (92-21) 34315195-7, 34556330
Factory: Plot No. A-29, North
Western Industrial Zone,
Port Qasim, Karachi
Bhains Colony, Karachi, Pakistan
Contact #: (92-21) 34750483-6, 34720155
Website: www.pharmevo.biz

5. PharmEvo - Corporate
Profile
• PharmEvo (Pvt.) limited, a healthcare
company, incorporated on October 7th,
1999 in Karachi
• The Company competes with Top national
companies & improves its rating every year
as it remains one of the fastest growing
companies in Pakistan.
• In-licensing, they are seeking Proprietary,
Patented, Generic Plus, and New Drug
Delivery Systems products to market
through the established sales, marketing
and distribution infrastructure.

6. PharmEvo - Corporate
Profile..

7. • Principal areas in Pharmaceutical
medicines
• Therapeutic Areas as Anti-Infective
• Gastroenterology
• Cardiovascular
• Endocrinology
• Central Nervous System
• Musculo-Skeletal
• Respiratory
• Blood & Blood Forming Products
• Nutrition
• Oncology
• Women & Child Health
• Probiotics
• Biotechnology / Biosimilars
PharmEvo - Corporate
Profile..

8. PharmEvo - Corporate
Profile..

9. Top Locations

10. Top Locations..
• The overseas markets that are
focused include South America,
Central Asian Republics, Middle
East & Africa and Asia, Asia
Pacific & Far East.

11. Business Philosophy
“Ethical conduct has anchored us through
testing times. Ethics is the lens that provides
us with unclouded view of wrong & right. We
expect our people to use this lens when faced
with a dilemma- even when the truth hurts.”

12. Vision
“Our dream is to build a healthier
society by becoming a leading and
socially responsible global
company through innovative
solutions.”

13. Mission
• An organization whose philosophy is
characterized by a highly refined sense of ethics.
• To provide quality healthcare solutions
• To create differentiation through pioneer ship in
cause oriented marketing.
• Takes care of its employees, recognizes merit
through rewards on achievements.
• Bears a progressive approach thereby
encouraging initiatives, welcoming new ideas and
always ready to move off the beaten track.
• Respects the hands that help relief pain and
suffering.
• Embraces Information Technology
• Seeks to assure fair returns on investments
through sustainability and growth.

14. Values

15. Commitment
• To our customers and
patients
• To our employees
• To our stakeholders
• To our global partners
• To our society

16. Planet Friendly
Company“Bring us your challenge. Our
solutions will exceed your expectations
for cost, speed and quality”
•Environment management system
• All manufacturing, packaging and quality
control activities are strictly aligned with this
system.
•PharmEvo is the ISO 9001 and 14001
certified pharmaceutical company that
ensures a friendlier environment through
• Minimization of effluent discharges from
manufacturing areas.
• Hazardous waste incinerated by government
approved incinerators.

17. Customers and Users
In Pharmaceuticals, according to
Drug Law,
“companies cannot interact, advertise or sell
medicines to Customers (patients) directly”.
•Direct Customers: medical stores.
•Indirect Customers: The physicians
•However DTC (Direct to Consumer)
brands can be advertised and promoted to
consumers directly e.g. Panadol, Sensodyne
Tooth Paste, Dentonic etc.

18. Customers and Users..

19. Business Scope
• Started its operations with toll
manufacturing (manufacturing at some
other company’s plant) and marketing of
medicines.
• Established its own operational plant in
2003 at Port Qasim.
• PharmEvo enjoys 31st position amongst
688 companies in the pharmaceutical
industry having annual revenues of more
than Rs. 1.61 billion.

20. Pharmevo Manufacturing
Facility
• Purpose-built building stretching
over an area of approximately 60,853
Sq. ft. out of its total accumulated
land of 217,800 sqft (5 Acres plot).
• Port Qasim Industrial Zone, Karachi
at 40 km south-west of downtown at
half an hour drive from PharmEvo’s
Head Office.

21. Pharmevo
Manufacturing
Facility..• Two separate and dedicated
manufacturing facilities on the plant
namely
• Cephalosporin
• manufacturing Tablets, Capsules, Dry Powder
Suspension, Dry Powder Injections & Water for
injections (WFI).
• General Pharma
• manufacturing of general pharmaceutical
products in multiple dosage forms like Tablets,
Capsules, Sachets, Oral Liquid and
Cream/Ointment
• Both are monitored by Quality
Assurance Department

22. Organizational
Structure

23. PharmEvo Factory

24. Corporate Executive
Team
PharmEvo owes its success to its
progressive dynamic team who
believe in “can- do attitude”.

25. GLOBAL PARTNERS
• Bioton (Poland)
• Lactalis (France)
• Omron (Japan)
• DONG-A- PHARM (Korea)
• Becton Dickinson USA
• Nanjing Aosaikang Medicinal Group PRC
• Beijing Kawin Technology Share-holding
Co. Ltd. PRC
• Shandong Kexing Bioproducts Co. Ltd.
PRC

26. SOCIAL
RESPONSIBILITY
CSR Programs

27. CSR Programs
• Empowerment of Pharmacists,
Hospital Pharmacy Services,
Pharmaceutical Distributors &
Retailers and other health care
providers.

28. ENVIRONMENT
ANALYSIS
• Business Environment -
Pharmaceutical
• The Pharmaceutical manufacturing sector of
Pakistan is composed of Local Manufacturers
and Multinationals.
• Together they cater for approximately 90% of
Local market needs.
• Some of Pharmaceuticals are also exporting
finished products and thus generating foreign
exchange.
• Provides direct employment to more than 70,000
and indirect employment to around 150,000
people across the country.
• Prices of all 50,000+ drugs are controlled by
government in Pakistan.

29. ENVIRONMENT
ANALYSIS
• Concerns
• Concerns of Pharmaceutical Sector
• Lack of implementation of patent control.
• Production and circulation of Fake medicines.
• Drug price control policy of Pakistan Govt.
• Low per capita expenditure on Pharmaceuticals.
• Concerns of Public Regarding
Pharmaceuticals
• Excess profitability on certain medicines.
• Non provision of low profit life-saving medicines.
• Involvement in unethical practices to enhance
drug circulation which include individual and
institutional bribes.
• Not adhering to strictest of quality control
mechanisms.

30. Market Structure
• End user/application segments
• There are 16 broad segments in
Pharmaceuticals which are further
segmented to 100+ segments. In the 16
broad segments PharmEvo has presence in
10 segments.
• Product application combinations
• Distribution structure

31. MARKETING
OBJECTIVES
• Growth in Market share.
• They bear a progressive approach
thereby encourage initiatives,
welcome new ideas and are always
ready to move off the beaten track.
• They seek to assure fair returns on
investments through sustainability
and growth.

32. PRODUCT
• Pharmaceuticals
• Biological
• Health Care

33. Products Life Cycle
PRODUCT
SEGMENT
INTRODUCTION GROWTH MATURITY DECLINE
Lowplat √
Xplended √
Evopride √
Evozid √

34. PRICING STRATEGY
• Lower than competitors like Hilton and Getz
• PharmEvo brand leader Lowplat was a me-too
of MNC brand, whose price was Rs. 140 per
tab, PharmEvo launched it at Rs. 14 per tab.
• Competitive trial were done by engaging
leading doctors of cardiologists that ensured
that their product is a quality product.
• Now the brand is worth more than Rs. 250
million with 14% annual growth.

35. PRICING STRATEGY
• Prices of Products are at a standstill
since 2001, as Ministry of Health has
not allowed companies to increase
their prices
• Special cases are considered which
are termed as HARDSHIP cases but
that corresponds to very few
molecules.

36. Pricing Problems at
PharmEvo
• They cannot raise prices on their own
without Ministry of Health Price
advisory Committee’s formal
approval.
• Most of the medicines, prices are at
stand still and are cause of concern
for companies in days of high
inflation and rising cost of fuel,
energy, materials, labors etc. which is
eating away the profits.

37. Pricing Problems at
PharmEvo
• The highest Cost factor is the
materials and packaging cost.
• Pharmaceuticals cannot pass on the
sales tax burden from government to
consumers as they do not have such
price raising flexibility on their own
with regard to other business sectors
like FMCG, cement, sugar,
engineering goods etc.

38. Pricing Problems at
PharmEvo
• Rupee devaluation against US $, it is
decreasing the profits.
• To counter this impact the cost department
at PharmEvo, refers to the State Bank of
Pakistan website for future exchange rate
of US $ against rupee for the next 1 year.
• This helps them to have margin of inflation
in their annual budget and keep expenses
within their own control.

39. Promotion
Objectives
• Desired market coverage in
relation to distribution
arrangement
• Desired product availability under
cost effective manner and territory
improvement.
• These objectives are attained
through Market Penetration and
Market Development.

40. Promotion – Personal
Selling
• The sales representatives
personally meet their customers
(medical stores and physicians) to
• Promote sales
• Introduce and Advertise new products
• Cater the inquiries
• Solve them accordingly.

41. Promotion
1st
to introduce own inquiry
and complain center and toll
free number

42. Promotion
• The PharmEvo brands are
positioned on quality and low
price.
• The supplement tools used are
sales promotion and public
relations.

43. Promotion
• PharmEvo issues brochures, pamphlets,
banners, present their stalls in different
medical conferences, seminars and
workshops, sponsor different conferences
like Cardiology conference, Neurology
conference etc.
• They issue their yearly calendars with
specific themes attached to them and their
objective is to promote education through
that

44. Promotion
• They promote Urdu literature as well
as history of Pakistan through their
pamphlets and books.
• They also provide trainings
regarding their field to sales force,
medical officers and relevant others.

45. Promotion
• The distributors, middleman and sales
force receives cash incentives on achieving
their desired targets quarterly and
annually.
• They design their own marketing strategies
keeping in view the tag line that should be
inspirational and color focused so that it
can catch the attention of the audience.

46. Promotion - Budget
• There is a separate budget allocated
for promotion expenses.
• If the team feels that their allocated
budget is less and more good can
happen on utilizing a higher amount
of budget, they have opportunity to
avail extra amount and do their best
job.

47. Distribution Network
• Premier Agencies and
Distributors (The parent
company of PharmEvo).
• The monitoring of every
distributor is managed by the
agency.

48. Distribution Network
• PharmEvo has its own control department
that monitors proper packaging, internal
coating, expiry of material and quality so
that the worth of their product and efficacy
does not get affected.
• The products that are booked by the
bookers are delivered within 1-day time
period.

49. Warehousing
The warehousing facility is in Baloch
Colony where the raw material stock,
manufactured goods and packaged
materials are stored until delivered to
the medical stores, pharmacies and
hospitals.

50. Feedback
• The feedback from chemists and
hospitals are regularly taken by the
sales force and team leaders.
• The feedback includes frequency of
prescriptions, stock availability, on
time booking and delivery of
products, attitude of sales force and
distributors etc.

51. Distribution Channel

52. Coverage
• PharmEvo has main distributors in
around 34 cities of Pakistan that also
cater to the nearby cities from these
locations.
• Like Multan distributor serves to
Bhurewala etc. While 5-10 sub-
distributors are appointed for better
availability of PharmEvo’s goods.

53. Channel for Normal and
Cytotoxic Drugs

54. Distribution
Management
• To manage the distribution issues professionally,
PharmEvo has adopted a policy as to treat Premier
Agencies as distributor only and not as a Group
company. This was due to stock delays, expiry
issues, payment issues that they had encountered
earlier.
• PharmEvo distributes the general medicines to
chemists and hospitals through distributors and
sub-distributors while for some institutes like Indus
hospital, KIHD (Karachi Institute of Heart
Disease), NICVD Karachi, etc. special discount
offers are made and stock are directly dispatched to
them.

55. Distribution
Management
• For Niche products (Oncology, Hepatitis-
Intef) PharmEvo offers the doctors and
patients a facility, as to contact PharmEvo
sales person and he delivers the medicine
at their homes.
• These medicines require special storage
conditions and temperature management
at 2-8 ºC.

56. Ordering & Inventory
Management
• Inventory of all products are
maintained to six weeks level at any
given time.
• Orders are sent on PharmEvo Order
Format to the company along with
the demand draft by 3rd
of every
month through email.

57. Ordering & Inventory
Management
• For small stores and chemists, the
bookers take the order as and when
required.
• Stocks against the order are sent
within six working days (if order is
received on scheduled date).
• However, the orders booked
manually are delivered very next day
as the quantity is small as compared
to wholesaler or institutional orders.

58. Ordering & Inventory
Management
• As per policy, stocks should be checked
before acknowledging to the courier service
like number of cartons, carton
condition and weight of the shipment.
• If any breakage, short & less weight of
shipment are found then immediately
(within seven working days) the company
should be informed through letter or email.

59. Sales Data
• Sales data is sent on standard format
as described by the software
company on daily basis.
• Any delay is not expected, as after
closing the daily sales, compiled data
is sent to PharmEvo Head office
before 12:00pm next day.
• Computer generated sales report are
received by PharmEvo on every 1st ,
8th , 16th and 24th of the month.

60. Near-Expiry
Intimation
• As per policy, near-expiry intimation of
market and ware house should be
intimated four month prior to the expiry.
• The intimation should be sent before 15th
of every month, otherwise claimable.
• Near-expiry intimation form should be
properly and completely filled like In the
month of July the intimation of expiry of
November is made.

61. Claims
• Expired Stocks Claim
• Discount Claim
• Short Stock & Breakage Claim
• Over night Dispatches

62. Driving Forces and Trends
In The Business / Industry
• Technology
• Biotech Plants (for Hepatitis, Insulin,
Oncology medicines)
• Tablet Manufacturing Plants
• Cephalosporins Plants are all
expensive and obtained from China,
India and Europe.
• Products Innovation

63. MICHAEL PORTER 5
FORCES MODEL

64. 14th
International Neurology
Update – Dec 19-21, 2014 in
AKU

65. 14th
International Neurology
Update – Dec 19-21, 2014 in
AKU

66. 14th
International Neurology
Update – Dec 19-21, 2014 in
AKU