Considering the overall pharma scenario in india the

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Considering the overall Pharma scenario in India, the retail market has been growing at 18% on an average in the past few years. The retail pharmacy industry is fragmented, lacks organization and corporate discipline, but the market continues to grow with sustainability due to increase in the number of chronic diseases over the years and Indian population’s rising spend on healthcare. Since there are regulations by the government due to inefficient 18 | P a g e
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enforcement problems and inability to regulate and manage small stores, an opportunity for online business was created. Online pharmacy also experiences regulatory problems. Organized retail pharmacy has grown at 25% on an average and is expected to grow up to 35% in the next decade. Almost 60 online pharmacy delivery startups have come up in the past couple of years in India even though none of them have reached up to the predicted potential. This market is expected to grow from 18 billion dollars to 55 billion dollars by 2020. Organized, unorganized and the online pharmacy together is estimated to be dominated by the brick and mortar drug retailers and become a 7-billion-dollar market. Online pharmacy, being in its initial stage, alone is 10 million dollars in size. In 2016, the online pharmacy, organized retail and unorganized retail sales were 900cr, 4440cr and 94368 cr respectively. In case of unorganized retail, almost 90 lakh retailers are present who constitute 86% of domestic sales, which is 36% of total India’s pharma industry business. Institutional sales and organized pharmacy constitute the remaining 10% and 4% of domestic sales respectively The organized retail pharmacy sector currently possesses nearly 15 layers having 5000 stores in India. Total stores in operation and the number of players will increase with investments in the sector. NATIONAL MARKET COVERAGE 19 | P a g e Sun Pharma co Medical Rep Medical Rep Medical Rep Sales supervisor Sales supervisor Area manager Area Manager Finance executve Sales executve Marketng executve Producton executve Managing director State level division 4 State level division 3 State level division 1 State level division 2
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Source – primary source Fig. 1.5 The structure given below explain the Bangalore region market coverage. It has been divided in to 5 zonal regions: North zone, South zone, East zone, West zone, and central zone. For each zone there is one or two zonal manager. Now, in every zone there are around 15 to 20 areas so to monitor these all area there are around 3-4 regional managers. Under every area manager there are 3-4 Medical representatives. The medical reps are also supervised by sales supervisors. 20 | P a g e
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Source- primary source Fig. 1.6 PROMOTIONS DONE BY SUN PHARMA Sun Pharma has majorly invested its money in below the line promotion than above the line promotions. The reason why Sun Pharma follows more of below the line promotions is because it provides more visibility to the customers at a lower proce. Few of the below the line promotions Sun Pharma does is as follows: 21 | P a g e
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  • Fall '19
  • Pharmacology, Generic drug, Food and Drug Administration, Sun Pharmaceutical Industries Limited

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