Myanmar Pharmaceutical Market and Marketing mix activities of ABC Trading Co.Ltd

1. A Study on Marketing Mix Activities of
ABC Trading Co.,Ltd
Supervised by Presented by
Dr. Aye Thanda Soe Ma Hnin Thiri Chaw
Lecturer Roll No. 4
Department of Management Studies MBA-II (16th Batch)
Yangon Institute of Economics

2. Rationale of the Study
 In the early of 1990, most of the people in Myanmar depends on the BPI( Burma
Pharmaceutical Industry).
Now a day, healthcare is very important to create a quality of life because of high
global competition and changing life style.
 The number of pharmaceutical importers are growing and it becomes a growinB
Pharmaaceutical market in recent year.
ABC is one of the trading companies in Myanmar which import, distribute,
promote the A Pharma Products and B Pharma Products and Walmark Products.
This study will explore the marketing mix activities of ABC Trading Co.,Ltd.

3. Objectives of the Study
To analyze the product activities of ABC Trading Co.,Ltd in Yangon.
To explore the pricing strategies of ABC Trading Co.,Ltd in Yangon.
To examine the distribution channels of ABC Trading Co.,Ltd in
Yangon.
To analyze the promotion activities of ABC Trading Co.,Ltd in Yangon.

4. Methods, Scope and Limitation of the Study
 Methodology - Descriptive research
 Primary Data - Interview to owners, managers from ABC
Co.,Ltd
 Secondary Data - Facts and figures from company’s historical
records, Text books, Lecture notes,
and internet websites
 This study will focus on ABC Trading which is located in Shwe
Gon Daing, Bahan Township, Yangon.
 This study will focus only on marketing mix activities of B
Pharma and A Pharma.
 This study will not focus the C brand because it launched six
month ago and the data of C brand is not sufficient to analyze. It
does not represent the whole pharmaceutical industry in
Myanmar.

5. Therapeutical Segmentwise of Myanmar Pharmaceutical Market
2% 4% 2%
3% Anti Infective
3% Vitamin
35% Analgesics
10%
Cardiovascular
Gastrointestinal
11% Endocardinal
Respiratory
CNS
Others
30%

6. Pharmaceutical Import Products in Million Kyat in Five Fiscal Year
Sr Fiscal Year (April to Pharmaceutical Total Import in Pharmaceutical
March) Import in Million Million (kyat) Import Percentage
z (kyat) of Total Import(%)
1 2007-2008 636.6 18418.9 3.4
2 2008-2009 679.0 24873.8 2.7
3 2009-2010 797.7 22837.4 3.4
4 2010-2011 1002.9 35508.4 2.8
5 2011-2012 1019.6 43958.3 2.3
Source: Import of Principal Commodities, Central Statistical Organization (CSO),
(2012)

7. Major Import Type of Commodities in Fiscal Year
2012-2013 (until july) in Million US Dollar
Sr. Title Total Amount($ ‘000 000)
1 Petroleum Products 701.17
2 Motor Vehicle and Spare Part 415.08
3 Iron and Steel Construction Material 228.64
4 Machinery and Spare Parts 156
5 Palm Oil 112.86
6 Pharmaceutical 88.94
7 Plastic Raw Materials 71.85
8 Fertilizers 51.07
9 Cement 45.54
10 Electric Distribution Materials 35.51
Source: Ministry of Commence, Department of Border Trade (2012)

8. Myanmar Pharmaceutical Market
Sr. Myanmar Pharmaceutical Market Percentage of Total Sale (%)
1 Yangon and Mandalay Market 60
2 Other markets except Yangon and Mandalay 40
Source: Report of Medipower, 2012
Sr. Originated Country Percentage of Myanmar
Pharmaceutical Market(%)
1 India 35
2 Bangladesh, China, Thailand, Indonesia, 40
Pakistan and Vietnam
3 Other countries 25
Source: Myanmar Time News, 2012

9. Company Profile of ABC Trading Co.,Ltd
established in the year of 1997.
registered under the Government of the Union of Myanmar Ministry of National
Planning and Economic Development.
registered only import license under the Union of Myanmar Ministry of
Commerce Directorate of Trade.
registered in Myanmar Pharmaceutical Entrepreneur Association as member.
registered each pharmaceutical products and medical equipments in Myanmar Food
and Drug Association (MFDA) every year, so the registration number of the specific
pharmaceutical product cannot be the same every year
imported medical, pharmaceutical products from the A Pharma Company
which is originated in Germany, B-Pharma, originated in Singapore, and C Pharma,
originated in Czech Republic.
it is not only importing but also distributing medical products in Myanmar.

10. Company Profile of ABC Trading Co.,Ltd
It has two head office. The one head office is in Yangon for Lower Myanmar
distribution and another one is in Mandalay for Upper Myanmar distribution.
Yangon Head office is situated at Shwe Gon Daing, Bahan Township. Mandalay
Head Office is situated at Min Guann Yeik Thar, Mandalay.

11. Logo of ABC Trading Co.,Ltd
The Logo of the Brand imported by ABC Trading Co.,Ltd
Source: ABC Trading Co.,Ltd (2012)

12. General Information of the Brands Distributed by ABC Trading Co.,Ltd
Sr.No Brand Name Categories Originated
Country
1 A Pharma Pharmaceutical drugs such as Germany
analgesic, antibiotic, etc
2 B Pharma Medical Supplies Singapore
3 C Pharma Drugs for diet Czech Republic
Source: ABC Trading Co.,Ltd (2012)

13. Organization Structure of ABC Trading Co.,Ltd
Director
Mandalay Head
Yangon Head Office
Office
General Manager
Finance Warehouse
HR
Departmen Sale and Department
Department
t Marketing
Department Warehouse
HR Finance
Manager
Manager Manager
Sale and Warehouse/
Assistant Marketing Driver
Assisant Assistant Delivery Staff
Finance Manager Manager
HR Accounting
Manager Manager
Assistant
Assistant Sale
Marketing
Accountant Manager
Financial Collection Manager
Staff Staff
HR Sale Marketing
Staff Staff Staff

14. Summary Data of ABC Trading Co., Ltd
Name of company ABC Trading Co., Ltd
Yangon Head Office Shwe Gone Dine, Yangon
Mandalay Head Office Min Guann Yeik Thar, Mandalay
Ownership Company Limited
Founder and Owner U Tun Tun Oo, U Thein Lwin
Capital of investment K 1000,000,000
No. of employee in 60
Yangon
Product Distribution Domestic Pharmaceutical Market( clinics,
pharmacy shop, retail shop, wholesale in, retail
and wholesale in upper and lower Myanmar)
No. of Department HR Department, Finance Department, Sale and
Marketing Department, Warehouses
Department
Present Major Market Yangon Pharmaceutical Market, Mandalay
Pharmaceutical Market
Brands A Pharma, B Pharma, C Pharma

15. Number of Employees in ABC Trading Co.,Ltd
No. Category Number of employee
1 Director 2
2 General Manager 1
3 Sales and marketing Department 25
4 Finance Department 7
5 Human Resource Department 5
6 Warehouse Department 20
Total 60

16. Major Customers of ABC Trading Company
No Hospital/Clinic Name Township
1 South Okkala
2 Kyauktada
3 Mayangone
4 North Dagon
5 Ahlone
6 Sanchaung
7 Sanchaung
8 Sanchaung
8 Bahan
10 Tamwe
11 Tamwe
12 Lanmadaw
13 Pazundaung

17. Analysing the Product Activities of ABC Trading Co.,Ltd
The Secret of Pharmaceutical Formulation of A Pharma
Sr Type Description
1 Controlled release -uniform and consistent active ingredient release over
tablets time and maintain optimum plasma concentration
2 Enteric coated tablets -gastric protection
3 Film coated tablets -perfect film coating masks bad taste
-improves stability in extreme climatic conditions
4 Effervescent tablets -fast and effective absorption
5 Suppositories - perfect blend of hard-fat and active pharmaceutical
ingredients for faster and more efficient absorption
6 Injections -the highest demands on cleanliness during production
7 Creams and ointments - particle size focus on cream and oinments thus
preventing skin irritation and improving absorption .

18. Product Classification of ABC Trading Co.,Ltd
Convenience
Products
Shopping
Consumer Products
Products
Pharmaceutical drugs Speciality
and medical supplies Products
Industrial
Products
Unsought
Products
Source: Own Compilation Based on Survey Data

19. Product Mix and Product Line of A Pharma in Therapeutical Segmentwise
Product Mix Width
P Analgesics/ Antibiotics/ Diabetes Cardiometabolic Gastro- Dermatologic Life
r Anti- Anti-infectives Drugs Drugs Intestinal Drugs Mineral &
o rheumatic drugs Vitamin
d agents
u
c
t
L
i
n
e
D
e
p
t
h

20. Packaging of A Pharma
 control packaging and quality from factory to final consumer.
 tested for extreme climatic conditions.
 have colour coding and pictograms
 employs the latest packaging innovations:
 e.g. Aclar foil and Blister-packaging
 Export cartons and secondary packaging materials ensure that the products
reach all fifty markets in perfect condition from the original company.

21. Quality Control of A Pharma
 Production-integrated computer systems
 legal requirements (Good Manufacturing Practice Guidelines, Marketing
Authorizations)
 The specifications and test methods comply with the requirements of the
European Pharmacopoeia.
 dissolution tests( to ensure perfect active ingredient absorption).
 state-of-the-art laboratories

22. Stability and Shelf Live of A Pharma
 A Pharma estimates the shelf life (expiration date) of a drug to determine the
amount of time the drug is at acceptable potency, color, etc., levels.
 The acceptable levels are set by the pharmaceutical company or the Food and
Drug Administration.
 The process in which the shelf life is determined is called a stability analysis
 Comprehensive stability studies, in line with ICH guidelines (Conference on
Harmonisation of Technical Requirements for Registration of Pharmaceuticals
for Human Use)
 All A Pharma products are tested under normal and extreme climatic
conditions.

23. Labeling of A Pharma
 Product name
 quantity of each active ingredient
 Name and address of the A Pharma
 Myanmar registration number of the drugs
 batch number
 expiry date and
 specific storage conditions are clearly written on the paper box.
 Inside the paper box, the package leaflet give information of what the
pharmaceutical drugs is and what it is used for, how to use it and what possible side
effects are.
 For cream and ointment type, warning message such as ‘for external use only” can
be seen on the paper box.
 In some drugs, the A Pharma recommend dosage instruction such as ‘Adults and
children above 12 years : 15 - 30mg three or four times daily, Children aged 6 to 12
years : 7.5 - 15mg three or four times daily’ are written on the package leaflet inside
the paper box.

24. Product Mix and Product Line of B Pharma Products
No Product Category/Product Mix Width Product Name/ Product Line Length Detail
1 Forley Catheter(10’s) 2-way 8Fr No.8
2-way 10Fr No.10
2-way 12Fr No.12
2-way 14Fr No.14
2-way 16Fr No.16
2-way 18Fr No.18
2-way 20Fr No.20
2-way 22Fr No.22
2-way 24Fr No.24
2 HCG(100’s) HCG(Human Chorionic Gonaldotrophin) Urine Pregnancy Test Strip
3 Brace Ankle Brace For weak ankle support
Elbow Brace For weak elbow support
Knee Brace For weak knee support
Palm Brace For weak palm support
Thigh Brace For weak thigh support
Wrist Brace For weak wrist support
4 Plaster Paper Plaster(24’’) Surgical Tape
5 Sphygmomanometer Aneroid Sphygmomanometer Aneroid type
Mercurial Sphygmomanometer Mercurial type
6 Sthetoscope Sthetoscope Dual Head
7 Surgical Gloves Surgical Gloves Sterile surgical glove
8 Thermometer(Flat type)(12’s) Thermometer Mercurial( F&C scale)
9 Warm Water Bag Warm Water Bag 2000ml To relieve pain
Warm Water Bag 1000ml
Warm Water Bag 500ml

25. Type of Packaging in B Pharma Products
Sr Brand Name Pack Size
No
1 Forley Catheter(10’s) 10pcs/box
2 HCG(100’s) 100pcs/pack
3 Ankle Brace Individual Pack
Elbow Brace
Knee Brace
Palm Brace
Thigh Brace
Wrist
Sphygmomanometer Aneriod
Sphygmomanometer Mercury
Stethoscope
Warm Water Bag( 2000ml/1000 ml/500ml)
Surgical Gloves
4 Paper Plaster(24’’) 24rolls/ box
5 Surgical Gloves 50packs/box
6 Thermometer(Flat type)(12’s) 12pcs/box

26. Labeling of B Pharma Products
 The indication of the date until the device may be used safely is expressed at least as
the year and month on the medical supplies products.
 Warning, precautions, limitation, undesirable side effect are informed on the cover of
the package (eg, supplied sterile, single-disposable glove).
 Special storage or handling condition is clearly shown on the package.
 Detail of any further treatment or handling needed before the medical supplies
products (eg, sterilization, final assembly, preparation of reagents and control
material) are clearly informed to the end user.

27. Branding of A Pharma and B Pharma Products
 These three brands are made the trademark for legal protection.
 For prescription medicine, the company builds the loyalty, credibility and trust
with physicians by supporting continuing medical education, sponsorship, and
clinical studies in creating long term success.
 The direct-to-consumer advertising, in-store promotion is essential for creating
brand awareness of the customers who make their own decision especially for
the non prescription medicine.
 The company logo, slogan, name, characters and symbols are used together
with the pharmaceutical brand name the advertising to create the strong brand
awareness for the company.

28. New Product items of A Pharma from 1997 to 2012
Sr.No Product Category Number of New Product Items Total
From 1997 From 2000 From 2007 Item
to 1999 to 2006 to 2012
1 Analgesics 5 3 2 10
2 Antibiotic 1 - 1 2
3 Diabetes Drugs 2 - - 2
4 Cardiometabolic 1 2 1 4
Drugs
5 Gastro-Intestinal 1 - 1 2
Drugs
6 Dermatologic 1 1 2 4
Drugs
7 Life Mineral and 1 - 1 2
Vitamin

29. New Product Items of B Pharma from 1997 to 2012
Sr.No Product Category Number of New Product Items Total
From From From Item
1997 to 2000 to 2007 to
2005 2006 2012
1 HCG 1 - - 1
2 Braces 5 - - 5
3 Plaster 1 - - 1
4 Sphygmomanome 1 1 - 2
ter
5 Forlely Catheter 9 - 9
6 Sthethoscope - 1 - 1
7 Surgical Gloves - 1 - 1
8 Thermometer - 1 - 1
9 Warm Water Bag - 3 3

30. Pricing Methods of ABC Trading Co.,Ltd
Sr.No Pricing Method A Pharma B Pharma Description
1 Cost Plus Pricing √ √ 5 % profit margin
2 Geographic Pricing √ √ Product cost+ (transportation cost/no of
customer in the same area)
3 Quantity Discount √ √ Buy One Get One Free (BOGOF) for new
product, and different kinds of gift such
as T-Shirt, Umbrella, Key Chain for a
specific quantity identified by the
company
4 Cash Discount √ √ 1.5%-3% according to cash down amount
5 Seasonal Discount √ - 5%-10% discount at rainy and cold
season
6 Trade Discount √ √ 5%-8% discount

31. Quantity Discount Policy of ABC Trading Co.,Ltd
Sr.No Product Name Quantity Discount Policy
1 Analgesic 5% discount to retailers and 7% discount wholesaler
2 Anti-biotic 5% discount to retailers and 7% discount to
wholesalers
3 Life Mineral and 5% discount to retailers and 8% discount
Vitamin wholesalers
4 Mercurial Buy one get one Denk Ball pen and file holder
Sphygmomanometer
, Stethoscope
5 Thermometer Buy two box get Denk ball pen and Denk mug
6 Surgical Glove Buy four box of surgical glove get one Denk tissue
box and Denk mug
7 Brace Buy ten get one A Pharma Umbrella

32. Cash Discount Policy of ABC Trading Co.,Ltd
Sr.No Cash down payment(Kyat) Cash Discount Policy(percent)
1 Between 100,000 and 250,000 1.5%
2 250,000 and above 2.5%
3 Above` 1,100,000 3%
Seasonal Discount Policy of A Pharma Products in ABC Trading Co.,Ltd
Sr.No Types of Product Event Seasonal Discount
(percent)
1 Analgesic, Antibiotic New Year sales, Christmas sales 4%
2 Life mineral and vitamin Thadinkyut and Water festival sales 5%
3 Diabetes Drugs New Year sales 3%
4 Cardiometabolic Drugs New Year sales, Water festival sales 3%
Trade Discount Policy of ABC Trading Co.,Ltd
Sr Type Trade Discount Policy
1 Wholesalers at Mingalar Market and Bogyoke Market 8% discount
2 Retailer such as clinic, pharmacy, private hospital 5% discount

33. Distribution Channels of ABC Trading Co.,Ltd
Zero Stage Distribution Channel of ABC Trading Co.,Ltd
ABC Trading Patients
Co.,Ltd
One Stage Distribution Channel of ABC Trading Co.,Ltd
ABC Trading Co.,Ltd Retailers/
Patients
Hospitals/
Pharmacies /Clinics
Two Stage Distribution Channel of ABC Trading Co.,Ltd
ABC Trading Wholesalers Retailer/ Patients
Co.,Ltd (Bogyoke Market, Hospital/
Mingalar Market) Pharmacy
/Clinic

34. Transportation Flows of ABC Trading Co., Ltd
Wholesalers
Pharmacies
Yangon
20 trucks Clinics`
Cost SharinB
Pharmaacies
Hospitals
ABC Trading Co., Ltd
Patients
Wholesalers
Pharmacies
Mandalay
15 trucks
Clinics
Cost SharinB
Pharmaacies
Patients

35. Promotional Activities of ABC Trading Co.,Ltd
ABC Trading Co.,Ltd
Over The Counter Drugs Prescription Drugs
Push Pull
Direct to Customer
Commercial Non Commercial Illness Promotion
Advertising
Conferences
Detailing Medical
Journal articles
Drug Samples recommendation
Clinical Trial Patient
Gift Premiums Colleague Recommendation
Journal Advertising Pharmacist
Patient Request
Physician
sample

36. AdvertisinB Pharmaaceutical Products in Journal/Magazine
Sr.No Journal/Magazine Weekly /Monthly Front Cover/ Back
Cover
1 Health Update Journal Weekly Full Back Cover
2 Eternal Light Magazine Monthly Full inside page
3 Open Journal Weekly Full Back Cover
Personal Selling
 The sale and promotion teams of ABC Trading Company adopt face-to-face
interaction with prospective purchaser such as retail pharmacies in Mingalar
Market and Bogyoke Market in order to promote the matter-of-fact selling
relationship to a deep personal friendship.

37. Sale Promotion
 drug sample
 the different kinds of gifts
 T-Shirt
 Calendar
 Ball Point Pen
 Tissue Box
 Car accessories
 Umbrella.

38. Point of promotion of ABC Trading Co.,Ltd
Sr.No Hospital Location Target Type
1 Yangon Orthopaediac Hospital ( YOH ) Kyi Myin Daing In Service Doctor
2 Yangon General Hospital(YGH) Lanmadaw
3 Thingangyun General Hospital Thingangyun
(TGH)
4 East Yangon General Hospital (EYGH) Botahtaung
5 West Yangon General Hospital (WYGH) Kyi Myin Daing
6 Insein General Hospital (IGH) Insein
7 Defense Service General Hospital Dagon
8 Defense Service Orthpaediac Hospital Mingalardone
9 New Yangon General Hospital(NYGH/ Lanmadaw
JICA)
10 Doctor’s Preferred Clinic or Hospital Retired Doctors

39. Public Relation of ABC Trading Co.,Ltd
Sr.N Public Relation Activity Description
o
1 Sponsoring X’Ray Clinic External public
2 International Conference at Sedona Hotel relation
3 Journal Reading at Myanmar Medical
Association(MMA)
4 Symposium at Orthopaedic Conference at
Mandalay Hill Resort Hotel
5 Medical Exhibition at Myanmar Medical
Association
6 Health Talk (Cardiac, Diabetes)
7 Sponsor for lunch at Clinical Medical Meeting
8 Sponsor for dinner at Clinical Medical Meeting
9 Drug Donation at field trip
10 Donation at Nargis Disaster
11 Donation at Rakhine State for renovation
12 Sponsor for travelling cost to in local or foreign
countries (air ticket, hotel reservation)
13 Annual Stuff Party and Dinner Internal Public
14 Religious Festival (Thadingyut Festival, Water Relation
Festival)
15 Holiday Trip to Ngwe Saung and Chaung Tha Beach

40. Annual Budgeted Expenditure on Each Promotion Method
Sr. Promotion Type Promotion Amount
No Method (kyat)
A Pharma G-Pharm
1 Advertising Drug Sample 25,000,000 20,000,000
Journal Article 5,000,000 5,000,000
Mini Drug Counter 1,000,000 1,000,000
Flyer 2,000,000 1,000,000
2 Personal Selling Personal Selling at the retail shop
25,000,000 25,000,000
3 Sale Promotion Different Kinds of Gifts( T- Shirt, 25,000,000 25,000,000
Calender,pen, Umbrella,Tissue box, Glass,
Breakfast food, Refrigerator, air con, car
accessories)
4 Public Relation Conferences 25,000,000 25,000,000
Sponsorship 25,000,000 20,000,000
Clinical Trial 5,000,000 5,000,000
Symposium 5,000,000 5,000,000
Posterboard 5,000,000 5,000,000

41. Actual Expenditure of by the Company on Each Method
Sr. Promotion Type Promotion Amount
No Method (kyat)
A Pharma G-Pharm
1 Advertising Drug Sample 25,000,000 20,000,000
Journal Article 5,000,000 5,000,000
Mini Drug Counter 1,000,000 1,000,000
Flyer 2,000,000 1,000,000
2 Personal Selling Personal Selling at the retail shop
25,000,000 25,000,000
3 Sale Promotion Different Kinds of Gifts( T- Shirt, 25,000,000 25,000,000
Calender,pen, Umbrella,Tissue box, Glass,
Breakfast food, Refrigerator, air con, car
accessories)
4 Public Relation Conferences 25,000,000 25,000,000
Sponsorship 25,000,000 20,000,000
Clinical Trial 5,000,000 5,000,000
Symposium 5,000,000 5,000,000
Posterboard 5,000,000 5,000,000

42. The Effect of Marketing Mix Activities on Sale Performance
of ABC Trading Co.Ltd
Top Five A Pharma Brand Sale from 2007 to 2011
Sr Year (Total Sale in Million Kyat)
N Brand Name 2007 2008 2009 2010 2011
o
1 A 878 1050 1050 1147 1274
2 B 831 1039 1039 977 1173
3 C 118 181 181 209 244
4 D 81 115 115 160 192
5 E 133 161 161 174 157
6 F 76 99 112 140 162
1400
1200
1000 A
B
800
C
600 D
400 E
F
200
0
2007 2008 2009 2010 2011

43. Top Five A Pharma Brand Sale Volume from 2007 to 2011
Year (Total Sale Volume in Units)
SrNo Brand Name
2007 2008 2009 2010 2011
1 A 144000 150000 152400 162000 180000
2 B 108000 114000 116400 120000 144000
3 C 24000 31200 32400 36000 42000
4 D 18000 21600 24000 30000 36000
5 E 21600 22200 22800 24000 21600
6 F 5300 6900 7900 9100 120000
200000
150000 A
B
100000 C
D
50000
E
0 F
2007 2008 2009 2010 2011

44. Total Sale (Kyat) in All A Pharma Products from 2007 to 2011
Sr.No Year Average Total Sale Per Year(‘000 000 kyat)
1 2007 2256
2 2008 2592
3 2009 2880
4 2010 3000
5 2011 3240
3,500
3,000
2,500
2,000
1,500 Average Total Sale per Year('000 000)
1,000
500
0
2007 2008 2009 2010 2011

45. Top Five B Pharmaa Brand Sale Volume from 2007 to 2011
Year (Total Sale Volume)
SrNo Brand Name
2007 2008 2009 2010 2011
1 Knee Brace 60,000 74,000 64000 65000 84000
2 Ankle Brace 61000 61000 - - 72000
3 HCG Test 24500 34000 - - 30000
4 Paper Plaster ½’’ 36900 36000 46000 48000 -
5 Mercury Pressure Curve 600 750 720 800 720
6 Aneroid - - 3600 4000 3600
7 Stethoscope - - 3600 4500 -
90000
80000
Knee Brace
70000
60000 Ankle Brace
50000 HCG Test
40000 Paper Plaster
30000 Mercury Pressure Curve
20000 Aneroid
10000 Sthethoscope
0
2007 2008 2009 2010 2011

46. Number of Customers in ABC Trading Co.,Ltd
Year
Sr.No Customers
2007 2008 2009 2010 2011
1 Wholesalers 25 35 58 73 83
2 Pharmacies 111 153 210 228 271
3 Clinic 80 125 141 194 250
4 Cost SharinB 22 24 30 30 30
Pharmaacies
Total 238 337 439 539 634
300
700
250
600
Wholesalers
200 500
Pharmacies
400
150 Total Wholesalers
Clinics 300 and Retailers
100 200
Cost Sharing
100
50 Pharmacies
0
0 2007 2008 2009 2010 2011
2007 2008 2009 2010 2011

47. Suggestion & Recommendation
 launch the more new product item.
 conduct SWOT (Strength,Weakness, Opportunity, Treat) Analysis.
 emphasize on non commercial push promotion activities.
 suggestion box program not only from the employee but also from the customer
 create the web site in order to do the online payment and give product information.
 make the installment programs KBZ bank, AGD Bank, Myawaddy Bank.
 consider another choice to publish the product information through Social Network.
 revise the percent of cash discount policy.
 try to target to the whole lower Myanmar for their market extension company for new
customer
 try to retain old customer
 use direct marketing as a promotion tool which is an interactive marketing system
 manufacture pharmaceutical products by themselves like Fame Pharmacy in Myanmar
by hiring well-trained pharmacists, doctors and management personnel.

48. Need For Future Research
 The future research should focus on the segmentation, targeting, positioning
of this company.
 Studying the marketing mix activities is not enough to create value for
customer. There are different kinds of people in certain place so it is not
possible for the individual company to cater to the need and preferences of the
customer.
 The future study should emphasize on the segmentation strategy in order to
determine who the actual and potential customers are, identify
segments, analyze the intensity of competitors in the market and select the
attractive customer segments.
 After listing the target market, the future researcher has to identify the
differential advantage in each segment, decides on a different positioning
concept for each of these segment.
 Therefore future researcher should focus on the positioning the company and
its effectiveness. Positioning is an offering that occupies in the minds of
consumers relative to competitive product for creating sustainable growth of
the company.

49. My Opinion
 I shared my thesis slides for educational purpose but I
covered some of the data such as brand
name, company logo and pharmaceutical name for
company privacy but all the information related to
Myanmar pharmaceutical market are true.
 I hope more feedback and suggestions for my slide.
 my email: hninthirichaw@yahoo.com
 You can also read my thesis and other thesis at Yangon
Institute of Economic Library, MBA Programme.
 Thank you so much for downloading my slide!

50. Thank You