Glenmark Pharma Private Limited
Glenmark Pharma Private Limited
Case Study
Introduction * The company is headquartered in Baroda. * Mr. Ranjit Deshmukh holds the position of the Vice President. * Plants set up in Tamilnadu, Hyderabad and Gurgaon. * Markets bulk and cancer drugs and formulations. * Strong sales force of 700 people, supervised by 85 sales managers. * Salespeople have to compete with multiple competitors in different markets. * Competitors are from local manufacturers to large multinationals.
Factors affecting sales effort * Sales effort is largely affected by the personal attitude of sales force towards the organization, job and the profession. * In pharma sector, success largely depends on the growth in market share. * A negative attitude is more detrimental to the organization rather than to the individual. * Moreover it leads to low morale- this creates more problems to the organizations and also to the sales managers.
Results of low motivation level * Such salespeople are mere order takers. * They do not think creatively to increase sales. * They have a tendency to blame the marketing programme for poor sales. * They will never accept the lack of effort on their part. * They talk against the company. * They hardly give confidence to customers on the company’s products. * Become argumentative with supervisors. * Also start giving credit to the competitor’s firm for their own sales failure. * Highlight the products of the competitor as being far better than that of their firm. * Complain that the salary paid to them is low. * Sales expenses are lower than other companies and it is restricting them from their goal achievement. * Some of them even quit the company and join other firms in the same sector.
Problem Identification * Sales policy was altered considerably by the time product reaches to the customer level. * Sales people were not able to give their best to
Case Study
Introduction * The company is headquartered in Baroda. * Mr. Ranjit Deshmukh holds the position of the Vice President. * Plants set up in Tamilnadu, Hyderabad and Gurgaon. * Markets bulk and cancer drugs and formulations. * Strong sales force of 700 people, supervised by 85 sales managers. * Salespeople have to compete with multiple competitors in different markets. * Competitors are from local manufacturers to large multinationals.
Factors affecting sales effort * Sales effort is largely affected by the personal attitude of sales force towards the organization, job and the profession. * In pharma sector, success largely depends on the growth in market share. * A negative attitude is more detrimental to the organization rather than to the individual. * Moreover it leads to low morale- this creates more problems to the organizations and also to the sales managers.
Results of low motivation level * Such salespeople are mere order takers. * They do not think creatively to increase sales. * They have a tendency to blame the marketing programme for poor sales. * They will never accept the lack of effort on their part. * They talk against the company. * They hardly give confidence to customers on the company’s products. * Become argumentative with supervisors. * Also start giving credit to the competitor’s firm for their own sales failure. * Highlight the products of the competitor as being far better than that of their firm. * Complain that the salary paid to them is low. * Sales expenses are lower than other companies and it is restricting them from their goal achievement. * Some of them even quit the company and join other firms in the same sector.
Problem Identification * Sales policy was altered considerably by the time product reaches to the customer level. * Sales people were not able to give their best to