| dc.description.abstract | Pharma Solutions Bangladesh Ltd. (PSBL) former Zuellig Pharma Bangladesh Limited (ZPBL) was incorporated in Bangladesh in 2006. ZPBL established its footprint in Bangladesh to help Pharmaceutical MNCs utilize the instant opportunities. There are three main purposes of PSBL: Distribution, Warehousing, and Agency Model Business. In the sense of logistics, PSBL is already at the top and is considered the market leader. When coming to the brands of PSBL then those are Accu-chek, Yuwell, and Zeiss, but these brands have competitors, and continuous changes in marketing strategies are required to compete in the market. The primary task of the marketing and sales coordination department is dealing with these brands which are imported as it’s not a manufacturing company.
The promotional strategy that PSBL follows mainly is BTL marketing. BTL stands for: “Below the Line (BTL)” marketing, which is a more targeted and direct approach to marketing. Several marketing campaigns or other below-the-line promotional activities are conducted. In contrast, BTL campaigns are targeted at user groups who have the potential to be converted into customers. As promotional activities, PSBL follows several strategies, like free healthcare campaigns in several parks or malls where people attend the campaign and get to know about the brands of the company. Not only campaigns but also chemist engagement through seminars, gifts for doctors, gifts, and discounts for pharmacists, etc. are some promotional strategies that PSBL follows.
I directly interacted with so many promotional activities, firstly I was a member of a research team and collected data by directly going to the market to analyze and understand the scenario of the market. Then submitted the data to the management team, and they discussed and created several strategies. Then while executing the strategy I worked directly with the team.
The study is divided into several parts including the introduction; objective of studies; scopes & limitations of the study; historical background of the company; product, service, and customer mix of the company, strengths & weaknesses of the company; external environmental factors; company’s promotional activities and implementation part, recommendations, and conclusion. From the report, our broad focus is to get to know about the “Promotional activities of Pharma Solutions Bangladesh Limited” and find the factors behind the coverage expansion, increase of sales, and development of the Salesforce, ultimately strategies to reach the vision of Pharma Solutions Bangladesh limited. | en_US |
