Alembic to rejig business operations
By Nisha Das | 15 Nov 2001
Mumbai:
Alembic,
a Delhi-based pharmaceutical company, is planning to restructure
its entire business operations to regain the position
as a strong player in the domestic pharma market.
As an initial step, the company has appointed Accenture, a global
consultancy firm, to enhance Alembics operational efficiency,
productivity, cost-rationalisation and supply-chain management.
The company has also asked Accenture to identify key areas of
improvement and sales-force management for enhancing marketing
effectiveness. Alembic has also merged the marketing teams of
Alembic and Megacare, a division of the company for specific
therapeutic segments, into one team to increase market coverage
for promoting Alembics products.
Says Alembic CMD Chirayu R Amin: The integration of these two
divisions will result in enhancing the field-force with a strength
of 810 medical representatives, which will result in an increase
in customer and market base of the company.
Following the merger, the
field-force would promote products falling in five broad
categories - anti-infective, respiratory, pain management
nutritional and metabolic disorders. Alembic so far has been
operating in the domestic pharma market with the help of these two
divisions, which were promoting identical product mix and covering
almost same set of customers.
Amin said apart from doing the operational improvement exercise,
Accenture will also assist Alembic to develop a blueprint for
performance enhancement in its bulk drug plant and formulation
business.
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