BIOCON
COMPANY PROFILE
• Biocon Limited is a fully integrated biopharmaceutical company focused on
biopharmaceuticals, custom research and clinical research.
• Biocon’s fully integrated business model spans the entire drug value chain, from
pre-clinical discovery to clinical development and through to commercialization.
• Its businesses in custom research (Syngene), clinical development (Clinigene)
and biopharmaceuticals (Biocon) provide multiple revenue streams to balance risk,
drive innovation, deliver products and accelerate growth. And as the complexity and
scope of Biocon’s own R&D and manufacturing operations increases, especially in new
product discovery and development, its custom and clinical research services will
continue to offer important synergies.
• No. of employees: 4750
• Headquarter- 20th KM Hosur Road, Electronic City, Bangalore – 560 100, India
MISSION : “To be an integrated biotechnology enterprise of global distinction”
PRODUCTS & SERVICES OFFERED BY BIOCON:
1. Biopharmaceuticals: Today, Biocon is a leading biopharmaceutical company with
strong capabilities in statins, immunosuppressants, recombinant insulin and a wide
product range across key therapeutic segments including diabetology, cardiology and
oncology. Following biopharmaceutical products are offered by Biocon:
• Small molecules: anti-diabetic agents, anti-hypertensive agents, anti-
inflammatory agents, anti-oxidants, cardiovascular agents, digestive-aid enzymes,
hemostatic agents, hepatoprotective agents, immunosuppressants, and
neutraceuticals.
• Biologicals: Insulin, Streptokinase, and Monoclonal Antibodies.
• Dosage Forms: Biocon provides products in the therapeutic segments of
cardiology and diabetes.
2. Enzymes: Amylases, Amyloglucosidases, Cellulases, Catalase, Lipases,
Glucanases, Hemicellulases, Phytases, Proteases, and Pectinases.
3. Custom Research: Biocon subsidiary Syngene conduct high value R&D in early
stage drug discovery and development for a diverse global clientele.
4. Clinical Research: Biocon subsidiary Clinigene offers global biotechnology and
pharmaceutical majors strong clinical trial services, regulatory and laboratory
capabilities for clinical drug development. Its value added services include value-added
services include patient registries and clinical databases in diabetes, lipidemia,
oncology, cardiovascular diseases.
SALES CHANNEL AT BIOCON
1. In which countries Biocon serve?
Ans: Complete Asia-pacific region, South East Asia, USA, Europe, Africa.
2. In which areas/ States of India Biocon has its presence?
Ans: All over India
3. Which are the potential areas in terms of sales?
Ans: Major metro cities, Delhi, Mumbai, Kolkata, Chennai and few middle state like
Madhya Pradesh, U.P.
4. What is the hierarchy of sales dept at Biocon?
5. On what basis sales force is hired at Biocon?
Ans: Criteria for hiring sales force:
Then they put these people on training. Basis of training for sales force:
6. How the decision about the no. of sales force required is made?
Ans: They hire a market growth analyst (Mr. Pushpender Singh, Delhi region) specific to
study the market growth and further the person analyses:-
• Shelf-movement of the drug
• Consumption pattern demanded by end customer, hospitals, stockists and
accordingly they form the distribution network.
• Further the market trend is analysed.
7. What are the driving forces for sales and distribution in Biocon?
Ans: These are three-
i. Shelf-movement of the drug
ii. Vertical integration between company and stockist and distributor
iii. Market trend, sales, market demand, market growth
8. No. of ZSM, ASM or RSM they hire all over India?
Ans: Its area specific i.e. varies from area to area
No. of ZSM, ASM or RSM Biocon hires in Delhi?
Ans: Delhi has 3 ZSMs and 5 ASMs
DRUG DISTRIBUTION CHANNEL OF BIOCON
10. What is the Drug Distribution Channel of Biocon?
Manufacturing unit
In Baddi (H.P.) and Mumbai
Company depot (or company owned warehouse)
Zirakpur for their Baddi Plant
Nasik for their Mumbai plant
Clearing and forwarding Agents
E.g. Zenith Pharma, Bhagirath Palace, Delhi, Mob:
9313361980
They have Distributors Stockists
with C n F agents in large
areas like metros or central
states like M.P., U.P.
E.g. Lucknow Distributors,
Lajpat Nagar, Delhi Retailer
Thus Biocon operate by keeping a 6 line distribution channel which comprises of-
1. Company Depot
2. CnF agent
3. Stockist
4. Distributor
5. Retailer
6. Customer
Their distribution pattern is majorly dependent upon VERTICAL INTEGRATION
between the company C n F agent, distributor and stockist.
11. What selection criterion is for Clearing and Forwarding Agents does Biocon
follows?
Ans: Biocon’s major distribution operations are through C n F agents.
Biocon has hired Cnf agents in every region in Delhi. They have CnF agent-
ZENITH PHARMA,BHAGIRATH PALACE,9313361980 and to this they have a
distributor(Lucknow Distributor, Lajpat Nagar-II, New Delhi) and further stockists
Company hire CnF by:
Looking into area and storage conditions for the drug products
Keeping 10% of sales as security
Deciding upon commision of sales which is usually 4% of the total sales in the
month
They are in legal agreement with the company
12. How many distributors does Biocon hire in Delhi and allover India?
Ans: they are region specific. In Delhi they have just 1 distributor. All over India they have
36 distributors.
13. What are the selection criteria they follow for distributors?
Ans: They keep a security deposit which is 10% of the sales
They hire distributors after:
1. Confirming on their business practices
2. Warehousing area
3. Regulatory compliance
14. What regulatory norms distributors must follow which entitle them to be in such
trade?
Ans:
15. Arrange a meeting with a particular distributor and ask him about the strategy he
further follows down the channel:
a) Whether he distributes the drugs to the retailer directly?
Ans: It goes to stockist and further stockist may directly sell it off to customer or to
retailer
b)Whether he distributes drugs to the medical rep and med rep further
supplies to retailer?
Ans: No
c) Whether the retailer can ask for the supply directly from company without
involving distributor?
Ans: No
Contact Persons:
Marketing Head (V.P. Marketing) - MR. PARANJIT KOCH
Sales Manager- MR. RANJAN SEN GUPTA
Regional Sales Manager, Delhi- MR. RAHUL PALIWAL, Mob: 9650233244
Medical rep (Product Specialist)- ([Link] SINGH,9312114907)
CnF Agent- ZENITH PHARMA, Bhagirath Palace, Delhi, Mob: 9313361980
Distributors:
1. MR. RAJIV KUMAR, LUCKNOW MEDICAL AGENCY, Pharmaceutical
Distributor, L-37 Basement, Lajpat Nagar-II, New Delhi, Mob: 9811009573,
Ph:01129825190
2. Bharat Enterprises, C-16, Laxman Park, Street No. 2, Laxman Park, Chander
Nagar
Delhi – 110051, Ph: 01122517992, 01122451802
3. Alight Agencies, West Delhi
4. Life Care Distributors, West Delhi
5. R L Bhatia, West Delhi