Chapter-01

Introduction
1.1 Introduction
Incepta Pharmaceuticals Ltd. was established in Dhaka, Bangladesh in 1999. The company has a
manufacturing facility located at Zirabo, Savar. A second larger manufacturing facility has been
built in Dhamrai.
Since its inception, Incepta Pharmaceuticals has been launching generic products in the
Bangladesh market at a fast pace. The company produces various types of dosage forms which
include tablets, capsules, oral liquids, ampoules, dry powder vials, powder for suspension, nasal
sprays, eye drops, creams, ointments, lotions, gels, prefilled syringes, liquid filled hard gelatin
capsules, lyophilized injections, and human vaccines.
Incepta also conducts research and development in order to fulfil unmet needs of the medical
community in Bangladesh and abroad.

The company sells its products in Bangladesh and also has begun exporting to both developed
and developing countries around the world.

In 2015, Incepta Pharmaceuticals was the first company in Bangladesh to launch a generic
version of sofosbuvir in the local Bangladeshi market. The company has begun a gradual shift in
strategy to manufacturing and developing more complex generics and focusing on more high
growth emerging markets.

The case company in this thesis is Incepta Pharmaceutical Company. Incepta is a manufacturer
in the field of medicine. The company produces medicine and offers medicine to hospital or
drugstore. The main business of the company is producing medicine and selling the medicine.
The company can provide products for the different kind of partners, for example,
pharmaceutical companies, hospitals, clinics, pharmacies and other institutes. The business
scopes of the company are Clinical medicine, chemical medicine preparations, antibiotic

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preparations, biochemical medicine, biological products, antibiotic bulk drugs and medical
equipment, totalling thousands of varieties.
When I did my practical training in the case company, I found out that there was a big space to
develop the medicine company, and the company has an opportunity to change to be a
manufacturer. Due to the lack of some medicine information and raw materials, the changing of
the pharmaceutical company did not achieve the desired results. The company's MPO
(Marketing Promotion Officer) Mr. Harunor rashid discussed these problems with me and told us
that they needed a new plan to develop the pharmaceutical company. A strategy marketing plan
will help the case company managers pay attention to the real market situation and make a
competitive strategy for the company.

1.2 Objective of the Report

The main objective of the report to analysis the main marketing strategy, to improve and find out
the problems of the marketing process of the Incepta Pharma and way to remove the problem.
1.3. Scope of the report

If we understand the overall report of the marketing plan of Incepta pharmaceutical company
Ltd. This can help us to understand the main problem of our Pharmaceutical Company of
Bangladesh and how we can make a good stapes to make a good profit by earning from whole
world wide. It also helps to make a good weather in the world market of our Bangladeshi
pharmaceutical company.

1.3 Limitation
A large number of limitations in this report. We can do our maximum work in internet base
analysis and report study. We can‟t give the security that the references we use to make this
report all are 100% true or 100% false. But we can ensure that, we try to do our best as we can to
make a proper and useful report which can help to development of marketing policy of Insepta
Pharmaceutical and our Bangladeshi pharmaceutical companies.

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Like any other study the limitations of this study is not out of questions. But the following
factors seem to me as the some points of weakness of this study, despite all out co-ordination
from the organization.

 One of the notable limitations of this report is sales report is not disclosing some data and
information for obvious reasons, which could be very much useful.
 It was not possible all the time for observing all the Marketing promotional tools used in
pharmaceutical sector both in national and international.
 It was impossible to find out the exact effect of marketing promotional tools used in
pharmaceutical industry.
 Entrance to every nock and corner of the organization was not possible for me.

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 Chapter-02
Organizational Overview

2.1 Incepta Pharmaceuticals Ltd.

Incepta Pharmaceuticals Ltd. is a leading pharmaceutical company in Bangladesh established in
the year 1999. The company has a very big manufacturing facility located at Savar, 35 kilometer
away from the center of the capital city Dhaka. The company produces various types of dosage
forms which include tablets, capsules, oral liquids, ampoules, dry powder vials, powder for
suspension, nasal sprays, eye drops, creams, ointments, lotions, gels, prefilled syringes, liquid
filled hard gelatin capsules, lyophilized injections, human vaccine etc. Since its inception,
Incepta has been launching new and innovative products in order to fulfill unmet demand of the
medical community. The focus has always been to bring new, more technologically advanced
molecules and innovative dosage forms to this country.

The vision of Incepta is to become a research based global pharmaceutical company in addition
to being a highly efficient generic manufacturer. They would also like to discover and develop
innovative, value-added products that improve the quality of life of people around the world and
significantly contribute towards the growth of Bangladesh. Pharma experts said that both
Beximco Pharma and Incepta are now in neck-and-neck position as both the companies have
attained around 27 per cent growth in the country's pharmaceutical market.

2.2 INCEPTA at a glance

 One of the world‟s leading research-based pharmaceutical and healthcare companies.

 Employees over 99,000 people in over 100 countries.

 Around 12,800 people work in research teams to discover new medicines.

 Vaccines are included in immunization campaigns in 182 countries worldwide.

 Every second-distributes more than 35 doses of vaccines.

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  Every minutes more than $562,000 to find new medicines.

 January 2008 marked the tenth anniversary of their programmed to help eliminate
lymphatic filariasis (elephantiasis). Since the start of this programmed they have donated
more than 1.4 billion albendazole tablets to countries affected by LF.

2.3 Mission

Mission: “Our Mission is to produce and provide quality & innovative healthcare relief for
people, maintain stringently ethical standard in business operation also ensuring benefit to the
shareholders, stakeholders and the society at large.”

2.4 Strategic Goal

Our Strategic intent states our business goal- “We want to indisputable leader in our
industry.”

Strategies:

 Grow a diversified global company

 Deliver more products of value
 Simplify the operating model
 Individual empowerment
 Building Trust

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2.5 ToptenpharmaceuticalscompaniesinBangladeshin 2022
Companies Market Position of the Companies
(Total in 100%)

Incepta 19.48%

Incepta 8.24%

Beximco 7.72%

Acme Laboratories 4.81%

OpsoninPharma Ltd 4.76%

Eskayef 4.59%

RenetaPharma 4.54%

ACI 4.48%

Aristopharma 4.07%

Drug Int. 3.00%

Others 33.43%

2.6 Functional Department of Incepta pharmaceutical Ltd

Incepta pharma ltd, Bangladesh Limited comprises of five major departments. They are given
below-

 Human resource
 Marketing
 Finance
 Medical and regulatory affairs
 Information Technology

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Each department of IPL operates in different aspects but they are inter-related as well as
complementary to each other. Above mentioned functional departments are worked under the
Managing Director. The company‟s delegation of authority is decentralized. The main functions
of these departments are shown below-

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 Chapter-03
Methodology of the Study

3.1 Methodology of the Study

The data have been used in this study are basically collected informally. This is totally an
explorative study. As a result, data are collected by studying and reviewing the statement,
circular and manuals of the organization. The relevant data was collected by informal discussion
with the company officials regarding the business and promotion of the products that they
produce to describe the present situation of pharmaceutical promotion in Bangladesh. To
understand the marketing process of incepta pharma first we make contact a MPO of the
company and take his interview to understand the marketing ethics of the company and also try
to know the problem what the company have to face. We also try to look after the other company
those are marketing over the world and there technique to solve the problems and there
marketing strategy which can help insepta Pharmaceutical company.

Method of data collection & data collection instruments used:

3.1.1 Primary Sources

The report is fully exploratory in nature. Data have been collected from both primary and
secondary sources.
Primary sources of data
 Face to face conversation with the company officers and staffs.
 Informal conversation with the doctors, MPO, RMP.
 Exposure on different desk of the organization

Secondary sources of data

 Annual report of Incepta Pharmaceuticals Ltd.
 Different manuals of Incepta Pharmaceuticals Ltd.
 Different circulars of Incepta Pharmaceuticals Ltd.
 Unpublished data.

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  Different textbooks.
 News papers.
 Different websites.

Presentation of Data
Collected data were compiled in charts and tables and presented in the body of the report.

Processing of Data
Collected data were compiled and processed for the purpose of preparing the report.

3.2 Data Analysis

Both qualitative and quantitative analysis has been followed in this research. To analyze the data
different types of computer software‟s were used such as: Microsoft word, Microsoft excel and
Microsoft Power point.

3.3 Sampling Method:

The non-probability convenience procedure is used in the survey to collect the information and
make this report accurately.

Questionnaire Design:
Questionnaire was prepared with both open ended and closed operations. The average time of
questioning is 15/20 minutes. The nature of the questions used in the questionnaire id dichotomy
with determinant choice questions and one open ended questions and Likert scale questions.

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 Chapter-04
Findings of the Study

4.1 MARKETING STRATEGY OF INCEPTA PHARMACEUTICAL

(MARKETING, SALES & DISTRIBUTION)

A complete and integrated Marketing, Sales and Distribution network is required to make the
information on products and services available to the customer. To achieve our purpose and
mission, we affirm our values of integrity, respect for people, innovation, performance and
leadership. Around 5300 individuals from diverse disciplines including pharmacy, microbiology,
MBA, Accounting, Engineering and Medicine are working nationwide under the umbrella of
Incepta. All the skilled and professional personnel are set at their very appropriate responsible
positions. Our sales team comprising highly professional science graduate and post-graduate
people are involved in the timely and smooth promotion of our products for the benefits of our
doctors, people as well as the whole nation. Incepta has its own large distribution network having
20 depots all over the country. They make the products available in every single drug store of the
country. The depots are located in Dhaka, Chittagong, Rajshahi, Khulna, Sylhet, Barisal,
Comilla, Noakhali, Mymensingh, Magura, Bogra, Narayangonj, Rangpur, Dinajpur, Tangail,
Jessor, Moulovibazar, Cox's Bazar and Feni.

4. 2 Company Position:
To identify the Marketing Strategies of incepta pharmaceuticals use the below marketing
concepts:
We can find the strategies of firms by the roles they play in the target market:
 Leader
 Challenger
 Follower
 Nicher
Company focused Competition focused

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Where Square Pharmaceuticals is leading the industry in terms of market share there is Incepta
Pharmaceuticals who is lying in the Market Challenger position in terms of market share.

4.3. Product Strength of Incepta Pharmaceutical on the basis of The BGC

Growth- Share Matrix:
About 1058 product in Incepta Pharmaceuticals. Maximum Drugs are in Tablet, Capsule and injectable
forms. Now days Incepta build a separate Vaccine centre and manufacture a large number of vaccines.
They make a good profit in vaccine manufacturing and seals. On the other hand they invest a large
amount of money in the insulin and related biological product but they cannot bring out the basic amount
of profit in this section.
Some normal product such as Antibiotic, Myomine, Esonix are trying to make a good profit. In future, if
the company give a good look on this product , they may Trane around.

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4.4 Marketing Mix and (4C) on the basis of Incepta Pharmaceutical
marketing Plan:

4.5 Brand & Branding

Incepta Has 1,053 registered product in DGDA, Bangladesh. To market this product the copmay have to
branding the product and have to build a brand value of the product in the market. Incepta follows the
Brand procedure which is given bellow.

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4.6 Local Market
The domestic market is highly concentrated and competitive. The local manufacturers dominate
the industry capturing market share of 90%. While the multinationals cater to the remaining
demand. According to IMS Health, the top 10 companies hold 68.5% market share, the top 20
hold 85.73%, and the top 31 hold 94.1%, while the remaining 169 companies shared 5.9%
among them.
Incepta Pharmaceuticals Ltd. target segments for different production are well defined, each
product are well positioned and segmentation done on well planned manner.

4.7 Global Reach

There is tremendous potential for the export of medicine from Bangladesh to become a growing,
booming business. The Central Pharmaceuticals Ltd has a large potential market abroad. Drugs
produced in the country commands high demand in the foreign markets as the sector maintains
high quality.

Bangladesh is now almost a self-sufficient in its pharmaceuticals sector as 92% of the country
drug demand is met by local manufacturers. With the success in the domestic market place the

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Bangladesh Pharmaceutical Industries are now attempting 9 to enter into the international
market.

We market our products in 46 countries of the world through our distribution partners. Asia:
Afghanistan,Armenia,Bhutan,Cambodia,Georgia, Myanmar, Kong Hong, Laos, Maldives,
Mongolia, Singapore, Sri Lanka, Tajikistan, Turkey, Turkmenistan, Jordan, Macau, Vietnam,
Yemen, East Timor.

Africa: Algeria, D. R. Congo, Ethiopia, Ghana, Mauritania, Nigeria, Seychelles, Somalia,

Swaziland, Togo, Kenya, Lesotho, Uganda, Mali. Europe: Finland, Ukraine, United Kingdom.
South America: Guyana, Bolivia, Colombia, Venezuela, Ecuador. Oceania: Fiji.

4.8 SWOT Analysis Of Incepta Pharmaceuticals Ltd:

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 Chapter-05
Findings, Recommendations and Conclusions

5.1 Finding
After observing all information about Incepta Pharmaceuticals Ltd. We can realize that this
company faces some problems. Among them they invest a huge amount of money for giving gift
to the doctors for satisfying them to prescribe their drugs. In other hand they do not invest
sufficient money in research and development sector. For this they become looser in the
computation of the global world. There is another problem this is lack of coordination between
industry and academic. Sometimes they manufacture fake and low quality products which
hamper the reputation of the company. That is the overall problems of the company.

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5.2 Recommendations:
We know about the problems of the company. We can take some steps to overcome these
problems.They have to decries the amount of money which are invested for the doctors. They
have to invest a large amount of money for research and development sectors for improving the
quality of the products and sprade all over the world. They should manufacture qualified drugs
by giving concentration of the profit of the company.
The development of Pharmaceutical industry in Bangladesh dates back to early 50„s when
several national companies started operation and now there are lots of opportunities for this
sector and entrepreneurs are being more encouraged in this sector. Incepta Company strives to
support community where they live and also the nation as far as possible in times of need. Here
are some overall recommendations for Incepta Pharmaceutical Ltd:
 Incepta Pharmaceutical Ltd. should presence more in the district town and in some
important rural areas as these markets is still untapped.
 Looking for cost effective sources of raw materials to bring down the product cost.
 Incepta can provide fund in educational initiatives in therapeutic area, disease Prevention.
 Incepta industry should play an important role in educating healthcare practitioners on
emerging treatments and technologies.
 In addition to broader educational initiatives, it is also recommend that Incepta can use
their CRS funding for education directed at the local community level.
 More emphasis on service oriented approach to overcome price objection by doctors
through relationship building.
 More strategies collaboration with other foreign manufacturers is needed to gain access to
technology and resources.
 More flexible functional policies are needed to match the changing environment of the
industry.
 Incepta can take initiative for field activities among younger generation of prescribers
which will help to build potential future prescribers.
 Make public all results, including negative or unfavorable ones, in a timely fashion while
avoiding redundancy.
 Transparently report statistical methods used in analysis.

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5.3 Conclusions
Their vision is to become a research based global pharmaceutical company in addition to being a
highly efficient generic manufacturer. The company is continuously expending activities beyond
the geographical boundary of Bangladesh. The company is open to collaborate with interested
and relevant practices in various countries. Incepta will continue to strive to provide high quality
medicine at affordable prices to the people here in Bangladesh and other parts of the globe.
Incepta strongly believes that commitment towards people and the society as a whole positively
contributes towards its business objective. Incepta adopts different strategies which create a
sustainable advantage for the company. It is the first Bangladeshi pharmaceutical company to
implement SAP to manage resources throughout the company operation. This world class
resource management system allows the company to become more efficient and effective in its
day to day operation.

Incepta is taking special efforts to ensure presence in the rest of the globe. Incepta currently sells
its product in many countries of Asia, Africa, Central and Latin America and has started to sell in
Europe. In Europe the company has registered its own product in UK and has started selling. It is
evident that Incepta Pharmaceuticals Ltd. will be maintaining its position and also trying to gain
a competitive market share by implementing innovative strategies in the coming years as it is
demanded by the highly competitive local and global pharmaceutical industry environment.

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 References

 Kotler Philip and Gary Armstrong, Principle of Marketing. (12th Edition)

 Kotler Philip, Marketing Management. (12th Edition)
 Malhotra Naresh K, Marketing Research. (5th Edition)
 Anals Micle, Marketing of Pharmaceutical Product. (International Edition)
 Bangladeshi-American Pharmacists‟ Association Journal 2020, 2021, 2022.

Journal from –
 Pharmacy Council of Bangladesh
 Bangladesh Medical Association
 Bangladesh Pharmaceutical Society
 Bangladesh Pharmaceutical Manufacturers Association

Website:
 Website of Ministry of Health and Family Welfare and the Directorate of Drugs
 Administration
 Research paper from Ministry of Health and Family Welfare.
 Report from Consumer Association of Bangladesh.
 http://www.inceptapharma.com/
 www.google.com
 www.reportbd.com

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