C101 Rx - Q&A

Case Study

Objective

To identify scope of improvement in one of the best performing Region for any Quarter.

Description

Selected Period QTR - III (FY 08-09) against Target of Rs. 1.61 crore, company achieved 1.95 crore. In this period, company showed 121% target achievement and 41% growth over last year.

Section 1- Region and TG identification

We selected the best performing region, looked for weakest THERAUPATIC GROUP, its weakest products and then identify MR activities in those areas for those products.

As a Region, sales of BHUBANESHWAR were most. Still let us study scope of improvement in BHUBANESHWAR Region.

BHUBANESHWAR Region achievement - 120%

Section 2 - Product and Area identification

BHUBANESHWAR was best performing Region. Let us study scope of improvement by Product subgroup in BHUBANESHWAR Region for the same period QTR - III (FY 08-09).

GYNECOLOGY has least achievement % against target in Bhubaneshwar Region - 86%

Let us see from PCPM Analysis for BENTEEL for Q3, Bhubaneshwar Region.

Berhampur area is having lowest achievement % against target PCPM of Benteel product (Benteel sales in Berhampur is above than National PCPM but it is very less as compare to Target PCPM and also has less sales as compare to Regional PCPM).

Section 3- MR Report Analysis for identified Geography and Product

Now, MR Reporting Dashboard shows followings

As Berhampur area is already weak in Benteel, more emphasis should be given by MR for detailing it, but instead of that, it appears at 10th rank (last in Top 10) for Berhampur Area.

Conclusion

We saw that it was so easy to identify scope of improvement in best of our region. It is not hard to imagine, how easy it will be for our PMT and Marketing team to analyze other regions. They require less time to look for gray area and can spare more time to solve the problems with field force.

Let us do further drill for products of GYNECOLOGY Subgroup.

Details shows - BENTEEL has least achievement % against the target in Bhubaneshwar Region - 62%.