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, lacksorganization and corporate discipline, but the market continues to grow with sustainabilitydue to increase in the number of chronic diseases over the years and Indian population’srising spend on healthcare. Since there are regulations by the government due to inefficient18 | P a g e
enforcement problems and inability to regulate and manage small stores, an opportunity foronline 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 to35% in the next decade. Almost 60 online pharmacy delivery startups have come up in thepast couple of years in India even though none of them have reached up to the predictedpotential. This market is expected to grow from 18 billion dollars to 55 billion dollars by2020. Organized, unorganized and the online pharmacy together is estimated to be dominatedby the brick and mortar drug retailers and become a 7-billion-dollar market. Onlinepharmacy, being in its initial stage, alone is 10 million dollars in size. In 2016, the onlinepharmacy, organized retail and unorganized retail sales were 900cr, 4440cr and 94368 crrespectively.In case of unorganized retail, almost 90 lakh retailers are present who constitute 86% ofdomestic sales, which is 36% of total India’s pharma industry business. Institutional sales andorganized pharmacy constitute the remaining 10% and 4% of domestic sales respectivelyThe organized retail pharmacy sector currently possesses nearly 15 layers having 5000 storesin India. Total stores in operation and the number of players will increase with investments inthe sector.NATIONAL MARKET COVERAGE 19 | P a g eSun Pharma coMedicalRepMedicalRepMedicalRepSalessupervisorSalessupervisorArea managerArea ManagerFinanceexecutveSales executveMarketngexecutveProductonexecutveManagingdirectorState leveldivision 4State leveldivision 3State leveldivision 1State leveldivision 2
Source – primary source Fig. 1.5The structure given below explain the Bangalore region market coverage. It has been dividedin 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 to20 areas so to monitor these all area there are around 3-4 regional managers. Under everyarea manager there are 3-4 Medical representatives. The medical reps are also supervised bysales supervisors.20 | P a g e
Source- primary source Fig. 1.6PROMOTIONS DONE BY SUN PHARMASun 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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Pharmacology, Generic drug, Food and Drug Administration, Sun Pharmaceutical Industries Limited