SALES AND DISTRIBUTION MANAGEMENT

ON

CIPLA

PROGRAM OF SCHOOL OF MANAGEMENT, GD GOENKA UNIVERSITY,GURGAON

ACADEMIC SESSION

2022-24

UNDER THE GUIDANCE OF:

Dr. Deepti Waders

SUBMITTED BY:

Aayush Mangla
Shashank Malik
Sagar
Ishita
Anuj Gupta
 GD GOENKA UNIVERSITY
SOHNA ROAD, GURGAON – 122103, HARYANA, INDIA

Introduction to the company

Cipla, founded in 1935, stands as a stalwart in the global pharmaceutical landscape.
Established with the vision of making healthcare accessible and affordable, Cipla has evolved
into a leading pharmaceutical company with a strong emphasis on innovation, research, and
development.

Headquartered in Mumbai, India, Cipla operates in various therapeutic areas, including

respiratory, anti-infectives, cardiovascular, central nervous system, oncology, and more. The
company's commitment to producing high-quality, cost-effective medications has earned it a
reputation as a reliable provider of healthcare solutions across the world.

One of Cipla's key strengths lies in its focus on respiratory medicine. The company has been
a pioneer in introducing affordable and effective inhalation therapy for conditions like asthma
and chronic obstructive pulmonary disease (COPD). Cipla's advancements in respiratory
medicine have not only improved the lives of millions but have also positioned the company
as a global leader in this critical therapeutic segment.

In addition to respiratory care, Cipla has made significant strides in the development of anti-
infective medications. The company has been at the forefront of combating infectious
diseases, playing a vital role in addressing global health challenges. From antiretrovirals for
HIV/AIDS to antibiotics for bacterial infections, Cipla's diverse portfolio underscores its
commitment to meeting the healthcare needs of diverse populations.

Cipla's commitment to research and development is evident in its state-of-the-art facilities

and collaborations with leading scientific institutions. The company consistently invests in
innovation, striving to bring new and improved treatments to patients worldwide. This
dedication to R&D not only enhances Cipla's product offerings but also contributes to
advancements in medical science.
Beyond its pharmaceutical pursuits, Cipla has a strong sense of corporate social
responsibility. The company actively engages in various initiatives aimed at promoting
healthcare access, education, and community development. Through its corporate
philanthropy arm, Cipla Foundation, the company has undertaken projects to address
healthcare disparities, making a positive impact on society.

Cipla's global footprint extends to over 80 countries, and its products reach millions of
patients worldwide. The company's commitment to quality and adherence to stringent
regulatory standards have earned it certifications from various health authorities, further
solidifying its standing in the pharmaceutical industry.

Despite its growth and global reach, Cipla remains true to its founding principles of providing
affordable healthcare solutions. The company's ability to balance business success with social
responsibility exemplifies a holistic approach to corporate leadership.

In conclusion, Cipla's journey from a small pharmaceutical company in 1935 to a global

healthcare leader is a testament to its unwavering commitment to making a difference in the
lives of people. With a strong emphasis on innovation, research, and social responsibility,
Cipla continues to shape the future of healthcare, ensuring that quality medical solutions are
accessible to all.

Cipla product range

Cipla, a renowned pharmaceutical company, boasts a diverse and comprehensive product

range that spans across various therapeutic categories, addressing the healthcare needs of
individuals around the world. With a commitment to providing affordable and high-quality
medications, Cipla's product portfolio reflects its dedication to improving global health
outcomes.

1.Respiratory Care:
Cipla has established itself as a leader in respiratory medicine, offering a range of inhalation
therapies for conditions such as asthma and chronic obstructive pulmonary disease (COPD).
Products like Seroflo, Duolin, and Foracort exemplify the company's expertise in developing
effective and accessible respiratory medications.
2.Anti-Infectives:
Cipla's anti-infective portfolio includes a wide array of antibiotics and antivirals. From
tackling common bacterial infections to addressing complex viral diseases, Cipla's offerings
such as Ciplox, Azicip, and Lopimune underline its commitment to combatting infectious
diseases on a global scale.
3.Cardiovascular Medications:
The cardiovascular segment of Cipla's product range includes medications for managing
various heart-related conditions. Drugs like Stamlo, Atorva, and Clopilet contribute to the
company's efforts in providing effective solutions for cardiovascular health.
4.Central Nervous System (CNS):
Cipla offers medications for neurological and psychiatric disorders, reflecting its commitment
to mental health. Products like Qutan and Stemetil cater to conditions such as schizophrenia
and motion sickness, showcasing the company's broad approach to CNS disorders.
5.Oncology:
In the field of oncology, Cipla provides a range of anti-cancer medications. Drugs like
Gefticip and Imatib address various types of cancer, highlighting Cipla's role in advancing
cancer care and improving the lives of oncology patients.
6.HIV/AIDS:
Cipla has been a pioneer in the development of antiretroviral drugs for the treatment of
HIV/AIDS. Medications like Triomune and Duovir-N contribute significantly to the global
efforts in managing and preventing the spread of HIV.
7.Gastrointestinal:
Cipla's gastrointestinal product portfolio includes medications for conditions such as acid
reflux and peptic ulcers. Pantocid and Domstal are examples of medications that address
digestive health issues.
8.Diabetes Care:
The company offers medications for managing diabetes, a condition that affects millions
globally. Cipla's diabetes care portfolio includes drugs like Glimcip and Pioglar, reflecting its
commitment to providing comprehensive healthcare solutions.
9.Dermatology:
Cipla caters to dermatological needs with a range of products addressing skin conditions.
Propynate and Cutfordil are examples of medications that contribute to skin health and
wellness.
10.Pain Management:
In the realm of pain management, Cipla provides analgesic medications to alleviate pain and
improve the quality of life for individuals dealing with various pain conditions.

Salespersons at Cipla, being part of a pharmaceutical company, would likely encompass a

range of profiles, each with specialized knowledge and skills related to the healthcare and
pharmaceutical industry. Here are a few potential types of salespersons you might find at
Cipla:

Pharmaceutical Sales Representative:

These individuals are on the frontline, promoting and selling Cipla's pharmaceutical products
to healthcare professionals. They need to have a deep understanding of the medications they
represent, the therapeutic areas they cover, and be able to communicate the value of Cipla's
products to doctors, pharmacists, and other healthcare providers.
1.Specialty Sales Representative:
In cases where Cipla specializes in certain therapeutic areas, such as respiratory medicine or
oncology, specialty sales representatives might focus exclusively on promoting and selling
products related to those specific fields. They need to be highly knowledgeable about the
targeted diseases and treatment options.
2.Therapy Manager:
Some salespersons at Cipla may be tasked with selling pharmaceuticals to institutions such as
hospitals, clinics, or government healthcare agencies. Institutional sales representatives need
to navigate complex procurement processes and build relationships with key decision-makers
in these organizations.
3.Key Account Manager:
Key account managers typically handle relationships with major clients or key accounts. In
the pharmaceutical industry, this might involve working closely with large hospital chains,
pharmacy chains, or other strategic partners. They need strong relationship-building skills
and a keen understanding of both the client's needs and Cipla's product offerings.
4.Medical Sales Liaison:
With a focus on the scientific and medical aspects of Cipla's products, medical sales liaisons
bridge the gap between sales and the medical community. They may provide in-depth product
training, share scientific literature, and engage in discussions with healthcare professionals
about the clinical aspects of Cipla's medications.
5.Generic Drug Sales Representative:
If Cipla manufactures generic medications, sales representatives in this category would focus
on promoting these more affordable alternatives to healthcare providers. They need to
understand the regulatory landscape, cost considerations, and demonstrate the value of Cipla's
generic products.
6.Market Access Specialist:
In the ever-evolving healthcare landscape, market access specialists work to ensure that
Cipla's products are accessible to patients. This involves navigating reimbursement processes,
understanding insurance coverage, and addressing barriers that might limit patient access to
Cipla's medications.
7.Digital Sales Specialist:
Given the increasing importance of digital channels in sales, some roles at Cipla might
involve digital sales specialists who use online platforms and tools to reach healthcare
professionals, provide information, and facilitate the ordering process.

In all these roles, effective communication skills, a deep understanding of pharmaceutical

products and the healthcare industry, and the ability to build and maintain relationships are
crucial. Salespersons at Cipla play a vital role in not only driving revenue but also in ensuring
that patients have access to quality and affordable healthcare solutions.

The person we have contacted for the interview.

A Therapy Manager at Cipla is a strategic and pivotal role within the pharmaceutical giant.
Responsible for overseeing specific therapeutic areas, the Therapy Manager plays a crucial
role in driving the sales and marketing strategies for related pharmaceutical products.

This role involves in-depth knowledge of the therapeutic landscape, market dynamics, and
healthcare trends. The Therapy Manager collaborates with cross-functional teams, including
sales, marketing, and medical affairs, to ensure alignment with organizational goals. They are
instrumental in developing and implementing strategies that enhance market share, meet sales
targets, and ultimately contribute to the overall success of Cipla in specific therapeutic
domains.

Therapy Managers at Cipla are often tasked with staying abreast of the latest clinical
developments, competitor activities, and regulatory changes impacting their assigned
therapeutic areas. By leveraging their expertise, the Therapy Manager helps position Cipla as
a leader in the respective therapeutic space, fostering relationships with healthcare
professionals and ensuring that Cipla's products effectively address the healthcare needs
within that specific domain.

Questions
Q1.Tell me about yourself
A1.My name is Rajat Singh Basera. Currently I’m working as therapy manager in Cipla. It’s
Post in which we need to have a proper knowledge of a particular particular segment in the
brand and my segment which I target is the diabetic care.

Q2.Minimum qualification needed for this designation

A2.B. Pharmacy is the minimum qualification which is needed for this and for a betterment
opportunity In this field a person with MBA can also grow well.

Q3.Basic rules and responsibilities for this designation

A3.Meeting 10 to 12 doctors per day. Main focus on doctors With high ROI follow up with
the doctors stock to be maintained with the nearby stockist and the retailers. Overall
achievement for particular months should be overall surplus hundred percent given by the
company and depends on the potential of the area and the doctor.

Q4.Organisational hierarchy followed in Cipla

A4.At the basic level, there is the medical representative. After that there is the area manager.
After that there is the regional manager above the regional manager is the zonal manager.
After the zonal manager, the sales manager arrives and then the general manager after that the
vice president

Q5.What are the sales strategies which have been followed for the highest sales
A5.Minimum hundred percent target to be completed every month higher ROI doctors to be
called , followed up
Maintain relationship with the doctors stockist and the retailers follow-up regularly with all
three of them fulfilment of the demand of the doctors unique selling proposition of your
brand. How are you are better than other brands add more new conversion relationship with
the stockiest

Q6.How would you deal with the sales representative who was underperforming
A6.In this case, managers place an important role as they always try to motivate the person
by giving them the training by motivating them. Like how can they excellent. This how they
can tackle the situation. Managers and other team members will support at all. Aspects
manager will work with the person for two days per week so that the person can learn how to
tackle the situation and can excel in that.

Q7.What are the changes in the process to improve the efficiency and increase the revenue
A7.Firstly, in every quarter the target increases by around 10 to 20% depending on the total
sales of the area Focus all different doctors depending on the ROI New conversion to be
added per month that’s around 2 to 3 doctors.

Q8. How is the performance measured for the sales person

A8.Company are having their different parameters like they should be 10 calls, high ROI
doctors to be called sales up to hundred percent to be achieved. Minimum number of
holidays, performance conversion per month orders and Personal order booking.

Q9. What do you do with the returns and the refunds

A9.In our field there are no refund. There are only returns in the returns. The expired
medicines are to be returned by the retailers to the wholesaler and then the manufacturer will
send it to the depot. And after once it reached to the depot, it is been sent to the manufacturer
and to be decomposed.

Q10.As a medical representative, you need to go to the doctors and have a personal
conversation so you need to use your bikes and convince so is there any policies which are
provided by the company for the safety of the sales person
A10.Yes, the company provide us with the Mediclaim insurance. Even the company provides
us with the helmet bike gear as well as with the mask and the sanitizer which are we
necessary in the Covid time.

Q11. What are your travel allowances and daily allowance

A11.Travel allowance for 50 to 80 km from working area. It’s ₹3.75 per kilometer and if we
extend that kilometer to 200 km. It is ₹3.25 per kilometer and if the kilometre extends from
200 km, then it’s ₹3 per kilometre. The daily allowance which we get is the ₹350 per day
and on additionally, ₹1250 for Metro allowance and ₹1000 as mobile allowance.
Q12. As we join your job, what were the things you got as the initial starting kit or package.
A12.Firstly, we got the bag iPad. Some samples of the medicines. Pen drive, Reminders big
reminders for more distribution, pens, raincoat helmet, wristwatch shirts, tie, headphones.

Q13. What is your distribution channel strategy

A13.Firstly, we are having a manufacturing in the Pune once the medicines have been
manufactured, it will be transported to the depot which is in Delhi Paharganj. After that from
the depot, the medical representative will help the stock is to get those medicines from the
depot. Then from the stockiest all medicines will be gone to the retailers and from retailers
the customer will have direct contact.

Q14. What are your strategies for the forecasting of the demand
A14.In the starting of the month, the manager have to submit a proper report of the projected
figures from different doctors and stockiest which has two some of as hundred percent target
for the particular month and submit to the regional manager.

Conclusion
As a Sales Representative at Cipla, the journey is a dynamic blend of scientific expertise,
relationship-building finesse, and a commitment to improving healthcare outcomes.
Navigating the intricate landscape of pharmaceutical sales, my role involves not just
promoting products but being a trusted partner to healthcare professionals.

Understanding the nuanced therapeutic areas, I strive to be a valuable resource, providing

insights into Cipla's cutting-edge medications. Whether engaging with physicians,
pharmacists, or institutions, the focus is on delivering solutions that transcend mere
transactions – it's about enhancing patient care.

The commitment to Cipla's ethos of accessibility and affordability echoes in every

interaction. Collaborating with cross-functional teams, I contribute to the strategic vision,
ensuring that our pharmaceutical offerings align with evolving market demands and medical
advancements.
In the ever-evolving world of healthcare, being a Sales Representative at Cipla is not just a
profession; it's a commitment to making a positive impact. It's about forging connections,
fostering trust, and being at the forefront of delivering quality pharmaceuticals that make a
difference in the lives of individuals and communities. The journey continues, driven by the
passion for healthcare and the belief that, together, we contribute to a healthier, more vibrant
world.

REFRENCES
1.
https://www.google.com/url?
sa=t&rct=j&q=&esrc=s&source=web&cd=&cad=rja&uact=8&ved=2ahUKEwiI18GxlreCAxVpfGwGHa8qDC
8QFnoECBkQAQ&url=https%3A%2F%2Fwww.scribd.com%2Fdoc%2F60426416%2FProject-Report-on-
Cipla-Gaurav-Juneja-Recovered&usg=AOvVaw0_QepQpWW6AOuKhao3_1Ka&opi=89978449
2.
https://www.google.com/url?
sa=t&rct=j&q=&esrc=s&source=web&cd=&cad=rja&uact=8&ved=2ahUKEwip8Lv7treCAxUCxjgGHaPzCyU
QFnoECBMQAQ&url=https%3A%2F%2Fin.linkedin.com%2Fin%2Fsudhir-sharma-
b2310153&usg=AOvVaw23R2PYxd6D11yogleSxsxq&opi=89978449
3. https://www.google.com/url?
sa=t&rct=j&q=&esrc=s&source=web&cd=&cad=rja&uact=8&ved=2ahUKEwiApvuYuLeCAxXvzTgGHf0FBk
gQFnoECBcQAQ&url=https%3A%2F%2Fwww.businesstoday.in%2Flatest%2Fcorporate%2Fstory%2Fwhy-
ciplas-potential-sale-is-getting-delayed-402061-2023-10-
15&usg=AOvVaw28V_X5bRujcmqvotgXxxt7&opi=89978449