Strategi Marketing Produk Baru

Document Sample
Strategi Marketing Produk Baru Powered By Docstoc
					                              OPERATING



       70Marketing
and Distribution
   Pemasaran dan Pengagihan




                              74   Manufacturing
                                      and Supply
                                    Pengeluaran dan Pembekalan
Activities                             Kegiatan Operasi



                                                             E-Commerce
                                                             85
82Research                                             and Information
 and Development                                            Technology
     Penyelidikan dan Pembangunan
                                                                     E-Dagang dan Teknologi Maklumat




                                 Medical 84
                         Equipment Supply
                                    Pembekalan Peralatan Perubatan
Operating Activities (cont’d)
Kegiatan Operasi (samb.)




                                New structures put in place, identification of key market segments
                                and aggressive marketing strategies with a new focus on service
                                excellence have proven to be winning combinations for
                                Pharmaniaga. During the year 2001, a major milestone was
                                reached when total sales of pharmaceuticals and medical supplies
                                almost touched the RM0.5 billion mark for the first time.


                                An analysis of total pharmaceuticals and medical supplies sales
                                for 2001 and 2000 by market segments, is set out below:




                         MARKETING
Struktur baru yang disempurnakan, pengenalpastian segmen-
segmen pasaran penting serta strategi pemasaran yang agresif
dengan tumpuan baru pada kecemerlangan perkhidmatan, terbukti
sebagai gabungan berjaya bagi Pharmaniaga. Salah satu daripada
mercu tanda bagi tahun 2001, adalah pencapaian jumlah jualan
bagi farmaseutikal dan bekalan perubatan yang hampir mencecah
angka RM0.5 bilion buat julung-julung kalinya.


Analisis jumlah jualan farmaseutikal dan bekalan perubatan bagi
tahun 2000 dan 2001 mengikut segmen pasaran tertera di bawah:




and Distribution                                           Pemasaran dan Pengagihan
                                                 Total pharmaceuticals and medical supplies sales for 2001 and 2000
                                         Jumlah jualan farmaseutikal dan bekalan perubatan bagi tahun 2001 dan 2000

                                                                                                            2001                              2000
                                                                                                          RM’000                            RM’000

                                        Government/Kerajaan                                            424,658                              366,610

                                        Private/Swasta                                                          28,967                       26,599

                                        Distributorship/Pengagihan                                              37,128                       22,169

                                        Export/Eksport                                                           4,603                        5,583

                                        Total/Jumlah                                                   495,356                              420,961




                                                                     Total pharmaceuticals and medical supplies sales for 2001 and 2000
                                                                             Jumlah jualan farmaseutikal dan bekalan perubatan
                                                                                          bagi tahun 2001 dan 2000
                                                                                                                 RM'000
                                                           600,000


                                                           500,000
                                                                                    424,658
                                                                          366,610




                                                           400,000


                                                           300,000


                                                           200,000
                                                                                                                                                               2000

                                                           100,000                                                                                             2001
                                                                                                                                   37,128
                                                                                                       28,967
                                                                                              26,599




                                                                                                                          22,169




                                                                                                                                             5,583

                                                                                                                                                     4,603




                                                                0
                                                                         Government             Private               Distributorship         Export
                                                                          Kerajaan              Swasta                 Pengagihan             Eksport




                                                                                                                          Laporan Tahunan 2001 Annual Report   71
Operating Activities (cont’d)
Kegiatan Operasi (samb.)




Total distribution sales to the government sector amounted to              Greater efforts will be channelled to capture a larger slice of the
RM425 million, an increase of 15.8% from 2000. Some 88.3% of               private sector market by:
total government sales was derived from the concession, while
supplies to other ministries (teaching hospital and armed forces)          •   expediting new product launch activities
as well as open tenders made up the remaining 11.7%. The                   •   conducting technical improvements on key products and
increase in government sales was attributed to new tenders won                 active promotion of these products to medical professionals
during the year. Patient load shift from private to government             •   more aggressive monitoring of sales representatives’
hospitals as a result of the economic slowdown, has also                       performance against targets set.
contributed to the increase in government sales.
                                                                           Although export sales contribution was not significant in 2001
For this reason, private sector sales in 2001 recorded a lower             (less than 1%), considerable headway has been made to expand
than expected increase of only 9% from the previous year.                  our market base. Our products are now sold in Brunei, Singapore,
                                                                           Hong Kong, Sri Lanka, Jordan, the Philippines, Vietnam,
Distributorship sales represent the value of pharmaceutical and            Myanmar, Indonesia, Kampuchea, Yemen, Iraq, Namibia, Kenya,
medical products distributed for principals. B. Braun and Ranbaxy          Zimbabwe and Fiji islands. Our presence in the export market will
remained to be the main principals in 2001, which saw the                  be further strengthened with the appointment of agents and
contracts running on a full year basis for the first time. This            distributors and through alliances with local healthcare
explained the growth of 68% enjoyed by Pharmaniaga.                        companies. The medium term strategy is to focus on selected
                                                                           ASEAN markets where there is a potentially huge customer base
Going forward into 2002, Pharmaniaga expects to be able to                 of 600 million inhabitants. In gearing up for the implementation
maintain the growth rates of at least in the high teens for all sectors.   of the ASEAN Free Trade Agreement in 2003, we are expediting
                                                                           drug registration in the region.




72    Laporan Tahunan 2001 Annual Report
Jumlah jualan pengedaran kepada sektor kerajaan bernilai RM425 juta iaitu
peningkatan sebanyak 15.8% daripada tahun 2000. Sebanyak 88.3%
daripada jumlah jualan kepada kerajaan adalah daripada konsesi manakala
11.7% selebihnya adalah daripada bekalan ke kementerian-kementerian lain
(hospital pendidikan dan angkatan tentera) dan tender terbuka. Peningkatan
jualan kepada kerajaan adalah disebabkan oleh tender-tender baru yang
diperolehi dalam tahun tersebut. Anjakan bilangan pesakit dari hospital
swasta ke hospital kerajaan berikutan kelembapan ekonomi turut
menyumbang ke arah peningkatan jualan sektor kerajaan.


Atas sebab itu juga, jualan sektor swasta dalam tahun 2001 mencatat
peningkatan yang kurang daripada yang dijangkakan iaitu cuma 9% dari
tahun sebelumnya.


Jualan pengagihan mewakili nilai produk farmaseutikal dan perubatan yang
diedarkan bagi pihak prinsipal. B. Braun dan Ranbaxy terus unggul sebagai
prinsipal-prinsipal utama bagi tahun 2001, di mana buat kali pertamanya
kontrak-kontrak tersebut telah dilaksanakan genap setahun. Ini merupakan
punca pertumbuhan 68% yang dinikmati oleh Pharmaniaga.


Melangkah maju ke 2002, Pharmaniaga menjangka akan mampu mengekalkan
kadar pertumbuhan pada kadar belasan tinggi bagi semua sektor.


Usaha yang lebih gigih diperlukan untuk meraih bahagian pasaran yang
lebih besar dalam sektor swasta dengan:


•   mempercepatkan kegiatan melancar produk-produk baru
•   menjalankan peningkatan teknikal terhadap produk-produk utama dan
    mempromosikan dengan aktif produk-produk tersebut kepada para
    profesional perubatan
•   pemantauan yang lebih agresif terhadap prestasi wakil-wakil jualan
    berbanding sasaran yang ditetapkan.


Walaupun sumbangan jualan eksport tidak begitu ketara dalam 2001
(kurang daripada 1%), kemajuan yang agak besar telah tercapai dalam
usaha-usaha memperluaskan pangkalan pasaran kami. Produk-produk
kami kini dijual di Brunei, Singapura, Hong Kong, Sri Lanka, Jordan,
Filipina, Vietnam, Myanmar, Indonesia, Kemboja, Yemen, Iraq, Namibia,
Kenya, Zimbabwe dan kepulauan Fiji. Kehadiran kami dalam pasaran
eksport akan diperkuatkan lagi dengan pelantikan para ejen dan pengedar
serta melalui ikatan hubungan dengan syarikat-syarikat penjagaan
kesihatan tempatan. Strategi jangka pertengahan adalah untuk memberi
tumpuan terhadap pasaran ASEAN terpilih di mana terdapat potensi
pelanggan yang amat besar di kalangan 600 juta orang penduduk. Dalam
usaha mempersiapkan diri menghadapi pelaksanaan Perjanjian
Perdagangan Bebas ASEAN (AFTA) pada tahun 2003, kami kini giat
mempercepatkan pendaftaran ubat-ubatan di rantau ini.




                                 Laporan Tahunan 2001 Annual Report   73
MANUFACTURING
  and Supply
   Pengeluaran dan Pembekalan
As part of a move to optimise resources and streamline
operations, all of Pharmaniaga’s manufacturing facilities
are currently centralised at our ISO certified facility in the
Bangi Industrial Estate.


Over 300 generic pharmaceuticals and over-the-counter
products are currently manufactured at the plant. The
main therapeutic groups produced in-house are anti-
hypertensives      and     cardiovascular     drugs,     oral
hypoglycaemic drugs, antibiotics, dermatologicals and
neuro-muscular drugs. New products are continually
being added to Pharmaniaga’s product range and in
2001, a total of 35 new products were registered.


The list of key products manufactured at the plant and
detailed analysis of in-house product manufactured in 2001
can be found on pages 76 to 80 of this Annual Report.




                                                                 Sebagai        sebahagian    daripada     langkah     untuk
                                                                 mengoptimumkan sumber dan memperkemaskan operasi,
                                                                 kesemua kemudahan pengeluaran Pharmaniaga kini
                                                                 berpusat di kilang bertaraf ISO kami di Kawasan
                                                                 Perindustrian Bangi.


                                                                 Kilang tersebut kini menghasilkan lebih daripada 300
                                                                 produk farmaseutikal generik dan produk tanpa
                                                                 preskripsi. Ubat-ubatan yang dikeluarkan adalah bagi
                                                                 kumpulan terapeutik utama iaitu anti-hipertensif dan
                                                                 kardiovaskular, hipoglisemik oral, antibiotik, penyakit kulit
                                                                 dan penyakit otot saraf. Produk-produk baru sentiasa
                                                                 ditambah kepada rangkaian produk Pharmaniaga dan
                                                                 pada tahun 2001, sejumlah 35 produk baru telah
                                                                 didaftarkan.


                                                                 Senarai produk utama dan analisis terperinci produk
                                                                 keluaran syarikat dalam tahun 2001 boleh didapati pada
                                                                 halaman 76 hingga 81 Laporan Tahunan ini.




                                                                                    Laporan Tahunan 2001 Annual Report    75
Operating Activities (cont’d)
Kegiatan Operasi (samb.)

Some of the key in-house products manufactured at the plant are listed in the table below:
Sebahagian daripada produk-produk utama yang dikeluarkan oleh Kumpulan seperti yang tersenarai di bawah:

 Therapeutic Area                   Trade Name         Compound           Mechanism                             Indication
 Bidang Terapeutik                  Nama Perdagangan   Kandungan          Mekanisma                             Indikasi

 Alimentary system/                 Ulcidine           Cimetidine         Inhibits both basal and stimulated    Duodenal and gastric ulcer
 Sistem penghadaman                                                       gastric acid secretion
                                    Rintac             Ranitidine         Inhibits both basal and stimulated    Duodenal and gastric ulcer
                                                                          gastric acid secretion
                                    Atrotil            Atropine &         Anticholinergic action                Acute and chronic diarrhoea
                                                       Diphenoxylate
 Antibiotic/                   BE   Penbaccin          Bacampicillin      Broad spectrum oral antibiotic        Common bacterial infections
 Antibiotik                         Sethro             Erythromycin       Broad spectrum oral antibiotic        Common bacterial infections
                                                       stearate
                                    Co-Amoxiclav       Amoxicillin &      Broad spectrum oral antibiotic        Common bacterial infections
                                                       clavulanic acid
                                    Cefadroxil         Cefadroxil         Broad spectrum oral antibiotic        Common bacterial infections
                               BE   Ziconal            Ketoconazole       Oral antifungal (interfere with       Fungal infections
                                                                          cytochrome P-450 activity)
                               BE   Cyclovax           Aciclovir          DNA polymerase inhibitor              Herpes infections

 Cardiovascular &              BE   Betatab            Metoprolol          -receptor blocker                    Hypertension & angina pectoris
 haematopoietic system/
 Sistem kardiovaskular &       BE   Dopamet            Methyldopa           -2 adrenergic agonist               Hypertension
 hematopoietik                 BE   Renotol            Atenolol             -receptor blocker                   Hypertension & angina pectoris
                                    Tolbetol           Labetalol            -receptor blocker                   Hypertension & angina pectoris
                                    Spironolactone     Spironolactone     Interfere with sodium reabsorption    Treatment of refractory oedema
 Dermatologicals/                   H-C cream          Hydrocortisone     Anti-inflammatory topical             Various
 Ubat kulit                                            & Crotamiton       corticosteroid                        non-infected inflammatory skin
                                                                                                                conditions
                                    Germacid           Sodium fusidate    Antibacterial action                  Various types of skin infections
                                    Dermasole          Betamethasone      Decrease or prevent tissue            Inflammatory dermatoses
                                                                          responses to inflammatory
                                                                          processes
                                    Euvaderm           Clobetasone        Inhibitory effect on enzymes          All types of eczema and
                                                       butyrate           responsible for anti-inflammatory     dermatitis
                                                                          effects
 Ear, nose and throat/              DQM                Dequalinium        Bactericidal and fungistatic action   Mouth or throat infections
 Telinga, hidung dan kerongkong                        chloride

 Hormones/                          Sterosone          Prednisolone       Anti – inflammatory effects           Corticosteroid indicated conditions
 Hormon-hormon                      Cortidax           Dexamethasone      Anti – inflammatory effects           Corticosteroid indicated conditions
 Metabolism/                   BE   Glumet             Metformin HCl      Delayed uptake of glucose             Non-insulin dependent diabetes
 Metabolisma                        Gliclazide         Gliclazide         Acute release of insulin              Non-insulin dependent diabetes
                               BE   Claben             Glibenclamide      Acute release of insulin              Non-insulin dependent diabetes
                                    Fibrol             Gemfibrozil        Inhibit peripheral lipolysis          Prevention of CHD on patients with
                                                                                                                hypercholesterolemia and
                                                                                                                hypertriglyceridemia
 Neuro Muscular system/             TRZ                Thioridazine HCl   Produce an alpha-adrenergic           Treatment of behavioural
 Sistem Otot Saraf                                                        blocking effect and depress           disorders
                                                                          the release of hypothalamic
                                                                          and hypophysical hormones
                                    Criptamine         Bromocriptine      Act as a dopamine receptor            Parkinson’s disease
                                                                          agonist in the hypothalamus
                                                                          and pituitary
                                    Ginex              Selegiline HCl     Increases dopamine stores             Parkinson syndrome
                                    Codesic            Dihydrocodeine     Analgesic                             Relief of moderate to severe pain
 Other chemotherapeutics/           Zoben              Albendazole        Anthelmintic action                   Worm infections
 Kemoterapeutik lain                Fimadex            Tamoxifen          Nonsteroidal antioestrogen            Palliative treatment of breast cancer
                                    Pyrazinamide       Pyrazinamide       Bacteriostatic/bactericidal effect    Treatment of tuberculosis

BE   Tested and proven to be bio-equivalent
     Telah diuji dan terbukti bersifat setara bio

76    Laporan Tahunan 2001 Annual Report
 Therapeutic Area             Trade Name         Compound           Mechanism                               Indication
 Bidang Terapeutik            Nama Perdagangan   Kandungan          Mekanisma                               Indikasi

 Respiratory system/          Numalin            Theophylline       Bronchodilator and pulmonary            Bronchial asthma and other
 Sistem pernafasan                                                  vasodilator                             conditions accompanied by
                                                                                                            bronchospasm

                              Butanil            Terbutaline        Adrenergic beta2 receptor               Bronchial asthma and other
                                                 sulphate           stimulating properties and              conditions associated with
                                                                    producing relaxation of bronchial       reversible airways obstruction
                                                                    smooth muscle

                              Asmovent           Salbutamol         Adrenergic beta2 receptor               Bronchial asthma and other
                                                 sulphate           stimulating properties and              conditions associated with
                                                                    producing relaxation of bronchial       reversible airways obstruction
                                                                    smooth muscle

                              Zaden              Ketotifen          Nonbronchodilator, with                 Prophylaxis of asthma and
                                                                    antianaphylactic properties &           bronchitis
                                                                    antihistaminic effect

 Vitamins & minerals/         Firon              Ferrous fumarate   Mineral supplement                      Iron deficiency anaemia
 Vitamin & mineral
                              Ca lac             Calcium lactate    Mineral supplement                      Calcium deficiency

 Miscellaneous/Pelbagai       Loratadine         Loratadine         H2-receptor antagonist                  Allergic rhinitis




The analysis of sales of in-house manufactured products by therapeutic areas for 2001 and 2000 is illustrated as below:
Analisa jualan produk keluaran Kumpulan mengikut bidang terapeutik bagi tahun 2001 dan 2000 dibentangkan di bawah:


 THERAPEUTIC AREAS                                                                    2001                          2000 Growth/Pertumbuhan
 BIDANG TERAPEUTIK                                                                 RM’000                       RM’000                         %


 Cardiovascular & Hematopoietic System/
 Sistem Kardiovaskular & Hematopoietik                                             27,389                        25,072                       9.2
 Metabolism/Metabolisma                                                            15,249                        11,483                      32.8

 Antibiotics/Antibiotik                                                            14,692                        15,246                      (3.6)

 Neuro Muscular System/Sistem Otot Saraf                                             4,178                         4,096                      2.0

 Respiratory System/Sistem Pernafasan                                                4,171                         3,023                     38.0

 Alimentary System/Sistem Penghadaman                                                3,022                         2,971                      1.7
 Vitamins & Minerals/Vitamin & Mineral                                               3,006                         2,358                     27.5

 Other Chemotherapeutics/Kemoterapeutik Lain                                         2,106                         2,197                     (4.1)

 Dermatologicals/Ubat Kulit                                                          2,071                         1,668                     24.2

 Miscellaneous/Pelbagai                                                              1,839                         1,443                     27.4

                                                                                   77,723                        69,557                      11.7




                                                                                                        Laporan Tahunan 2001 Annual Report     77
78   Laporan Tahunan 2001 Annual Report
Cardiovascular & Hematopoietic System                                Sistem Kardiovaskular & Hematopoietik
This major therapeutic area in Pharmaniaga’s portfolio recorded a    Bidang terapeutik utama dalam portfolio Pharmaniaga ini mencatat
sales growth of 9.2%. Betatab (Metoprolol) and Dopamet               pertumbuhan jualan sebanyak 9.2%. Betatab (Metoprolol) dan
                                                                     Dopamet (Metildopa) kekal sebagai produk-produk peneraju yang
(Methyldopa) remain as the leading brands used in government
                                                                     digunakan di hospital-hospital kerajaan, menyumbang lebih
hospitals contributing to more than 50% of the total
                                                                     daripada 50% daripada jumlah jualan kardiovaskular.
cardiovascular sales.
                                                                     Metabolisma
Metabolism                                                           Dalam tahun 2001, pertumbuhan bidang metabolisme amat teguh
Metabolism grew very strongly at 32.8% in 2001. Similar to the       pada kadar 32.8%. Sama seperti produk kumpulan kardiovaskular,
cardiac group, products in this therapeutic area have found their    produk bidang terapeutik ini turut berjaya menguasai pasaran
niche in the government market sector. Glumet (Metformin HCI)        sektor kerajaan. Glumet (Metformin HCl) dan Gliclazide
                                                                     mengekalkan kedudukan mereka sebagai peneraju pasaran
and Gliclazide are still the market leaders among generic
                                                                     produk-produk hipoglisemik generik di hospital-hospital kerajaan.
hypoglycaemic products in government hospitals.
                                                                     Antibiotik
Antibiotics                                                          Antibiotik merupakan penyumbang ketiga terbesar terhadap jualan
Antibiotics are the third largest contributor to Pharmaniaga’s       portfolio produk Pharmaniaga meskipun terdapat susut jualan
product portfolio sale, despite the drop in sales by 3.6% in 2001.   sebanyak 3.6% dalam tahun 2001. Walaupun mencatat
Although purchase from government hospitals grow modestly, the       pertumbuhan sederhana bagi pembelian oleh hospital kerajaan,
stiff price competition in the private sector as well as more        persaingan harga yang begitu hebat dalam sektor swasta di
                                                                     samping strategi pemasaran yang lebih agresif bagi antibiotik
aggressive marketing strategies adopted by new generation
                                                                     generasi baru, telah mencantas sebahagian dari pasaran
antibiotics had taken a slice off Pharmaniaga’s share of the
                                                                     Pharmaniaga bagi kumpulan terapeutik ini.
market for this therapeutic group.
                                                                     Penbaccin (Bacampicillin) kekal sebagai jenama terunggul di
Penbaccin (Bacampicillin) is still the leading brand in government   hospital-hospital kerajaan. Produk-produk baru seperti Co-
hospitals. New products such as Co-Amoxiclav (Amoxicillin and        Amoxiclav (Amoksisilin dan Asid Klavutanik) yang dilancarkan
Clavulanic acid) launched in late 2001, will provide the required    pada penghujung 2001 akan menyumbang kepada kadar
                                                                     pertumbuhan ke tahap yang dikehendaki dalam 2002.
growth in 2002.

                                                                     Sistem Otot Saraf
Neuro Muscular System                                                Kumpulan produk ini meningkat sedikit iaitu sebanyak 2.0%.
This product group grew slightly at 2.0%. A major part of this       Sebahagian besar jualan kumpulan ini disumbangkan oleh produk
group’s sales is contributed by the codeine-based products           berasaskan Codeine (Codesic) yang mana pengeluaran dan
(Codesic), manufacturing and sales of which are controlled by        penjualannya dikawal menurut kuota lulusan kerajaan. Kuota yang
Government approved quota. Quota to be approved in 2002 is not       bakal diluluskan bagi 2002 dijangka tidak akan mengalami
expected to grow significantly. These products are mainly sold to    pertumbuhan yang ketara. Produk ini kebanyakannya dijual
                                                                     kepada sektor GP (pegawai perubatan umum) swasta iaitu klinik-
the private GP sector.
                                                                     klinik swasta.

Respiratory System                                                   Sistem Pernafasan
This group, although not the biggest contributor, enjoyed the        Sekalipun bukan penyumbang terbesar, kumpulan ini memperoleh
highest growth rate at 38%, among all therapeutic areas. The         kadar pertumbuhan tertinggi antara semua bidang terapeutik iaitu
best-selling products are Numalin (Theophylline) and Butanil         sebanyak 38%. Produk yang terlaris jualannya ialah Numain
(Terbutaline Sulphate), particularly to the government market.       (Theophylline) dan Butanil (Terbutalina Sulfat), terutamanya di
However, these products faced stiff competition from original        pasaran kerajaan. Walau bagaimanapun, produk-produk ini
                                                                     menghadapi saingan sengit daripada pemilik produk asli dan
product owners and newer products in the private hospitals and
                                                                     produk baru di pasaran hospital swasta dan GP. Bagi pasaran
GP markets. As for the private market, codeine-based respiratory
                                                                     swasta, ubat sistem pernafasan berasaskan Codeine, iaitu sirap
system drug, Russedyl syrup (promethazone HCI & codeine              Russedyl (promethazone HCl & codeine fosfat) adalah
phospate) is the biggest sales contributor.                          penyumbang jualan terbesar.

Alimentary System                                                    Sistem Penghadaman
Alimentary system sales has not been very exciting in 2001.          Jualan bagi sistem penghadaman tidak begitu
                                                                     memberangsangkan dalam tahun 2001. Produk Pharmaniaga
Pharmaniaga’s product Rintac (Ranitidine) faced strong
                                                                     iaitu Rintac (Ranitidine) menghadapi saingan sengit daripada
competition from other generics such as Ranbaxy’s Ranitidine, in
                                                                     produk generik lain seperti Ranitidine keluaran Ranbaxy dalam
both the government and private sectors.                             kedua-dua sektor kerajaan dan swasta.


                                                                                             Laporan Tahunan 2001 Annual Report   79
Operating Activities (cont’d)
Kegiatan Operasi (samb.)




Vitamins & Minerals
Again the government hospitals are the market for Pharmaniaga’s
vitamins and minerals range, particularly Firon (Ferrous fumarate)
and Ca Lac (Calcium Lactate). Brand development and brand
building activities are currently being carried out on certain
products in this therapeutic group, such as Citrex (Vitamin C,
Multivitamins) and Oral Rehydration Salt, which will help the
group enjoy a more substantial growth in the private sector
market beyond 2002.


Other Chemotherapeutics
Zoben (Albendazole) was introduced more aggressively in the          With the Government’s move to encourage locally produced
private sector as over-the-counter (OTC) products in late 2000.      products, a number of foreign companies have contracted out a
More aggressive marketing strategy will be required to increase      number of key products for manufacturing by local companies,
market acceptance as the main competitor is the original             including Pharmaniaga. In 2001, contract manufacturing sales
product, Zentel.                                                     contributed RM8.2 million to the Group, a substantial increase of
                                                                     78.3% from the previous year. We are confident that the volume
Dermatologicals                                                      will increase even more substantially in the future as
Dermatologicals showed a commendable growth at 24.0%.                Pharmaniaga has won the trust and confidence of Pfizer, Bristol
Government hospitals continued to be strong buyers, particularly     Myers Squibb and Wyeth, who had recently extended the period
for Dermasol (betamethasone) and H-C cream (hydrocortisone). A       and product range under their respective contract manufacturing
more focussed marketing and selling strategy for the private         agreements with Pharmaniaga.
market will contribute to a higher growth rate in 2002.
                                                                     Pharmaniaga will continue to initiate plant improvement
Miscellaneous                                                        programmes that are in line with its efforts to make further inroads
A strong growth rate of 27.4% was recorded. However, this            into private sector markets, while improving productivity and
group which includes hormone and ear, nose and throat products       reducing manufacturing costs. These are further explained under
are not expected to be a major contributor to the total sales.       Property, Plant and Equipment section in pages 92 to 94 of this
Pharmaniaga launched Loratadine in the fourth quarter 2001,          Annual Report.
which will generate continuous growth for this area beyond 2002.




80    Laporan Tahunan 2001 Annual Report
                                                                                Pelbagai
                                                                                Kadar pertumbuhan utuh sebanyak 27.4% telah
                                                                                dicatatkan. Walau bagaimanapun, kumpulan ini yang
                                                                                merangkumi produk-produk hormon serta telinga,
                                                                                hidung dan tekak tidak dijangka akan menjadi
                                                                                penyumbang utama terhadap jumlah jualan.
                                                                                Pharmaniaga melancarkan Loratadine dalam suku ke
                                                                                empat 2001 dan produk ini dijangka akan membantu
                                                                                mencapai pertumbuhan yang berterusan bagi bidang
                                                                            ini melewati 2002.

                                                                     Seiring dengan langkah Kerajaan menggalakkan pengeluaran
Vitamin & Mineral                                                    produk tempatan, sebilangan syarikat negara asing telah
Sekali lagi, hospital kerajaan adalah pasaran utama bagi rangkaian   menugaskan keluar pengeluaran beberapa produk utama mereka
vitamin dan mineral Pharmaniaga, terutamanya Firon (ferus            kepada syarikat-syarikat tempatan, termasuk Pharmaniaga. Pada
fumarat) dan Ca Lac (Kalsium Laktat). Aktiviti-aktiviti              tahun 2001, jualan pengeluaran kontrak memperoleh pendapatan
perkembangan dan pembangunan jenama sedang dijalankan pada           sebanyak RM8.2 juta untuk Kumpulan, suatu peningkatan ketara
masa ini bagi produk tertentu dalam kumpulan terapeutik ini.         sebanyak 78.3% daripada tahun sebelumnya. Sungguhpun begitu,
Antaranya ialah Citrex (Vitamin C, Multivitamin) dan Garam           kami yakin bahawa jumlah ini akan meningkat dengan lebih ketara
Penghidratan Semula Oral. Ini akan membantu kumpulan ini             lagi pada masa hadapan memandangkan Pharmaniaga telah
menikmati pertumbuhan yang lebih besar bagi sektor pasaran           mendapat kepercayaan dan keyakinan dari Pfizer, Bristol-Myers
swasta selepas tahun 2002.                                           Squibb dan Wyeth, yang baru-baru ini telah melanjutkan tempoh
                                                                     dan menambahkan rangkaian produk di bawah perjanjian
Kemoterapeutik Lain                                                  pengeluaran kontrak mereka masing-masing dengan Pharmaniaga.
Zoben (Albendazole) telah diperkenalkan secara lebih agresif
sebagai produk tanpa preskripsi (OTC) dalam sektor swasta pada       Pharmaniaga akan terus berusaha untuk mempertingkatkan lagi
penghujung 2000. Strategi pemasaran yang jauh lebih agresif          kemudahan-kemudahan pengeluaran yang sedia ada, sejajar
akan diperlukan bagi meningkatkan lagi penerimaan pasaran            dengan usahanya untuk menembusi pasaran sektor swasta,
memandangkan pesaing utama adalah produk asal iaitu Zentel.          sambil meningkatkan daya pengeluaran dan mengurangkan kos.
                                                                     Kesemua ini dihuraikan dengan lebih lanjut dalam bahagian
Ubat Kulit                                                           Hartanah, Loji dan Peralatan di halaman 92 hingga 95 Laporan
Pertumbuhan bidang dermatologi sebanyak 24.0% boleh dipuji.          Tahunan ini.
Hospital-hospital kerajaan terus menjadi pembeli utama,
terutamanya bagi Dermasol (betametasona) dan krim H-C
(hidrokortison). Strategi pemasaran dan jualan yang lebih
tertumpu bagi pasaran swasta diharap akan menyumbangkan
kadar pertumbuhan yang lebih tinggi dalam tahun 2002.



                                                                                             Laporan Tahunan 2001 Annual Report   81
Operating Activities (cont’d)
Kegiatan Operasi (samb.)

                                                         Pharmaniaga has always given Research and Development (R&D) a leading role in
                                                         keeping the Company a step ahead in its goal of being the leading healthcare
                                                         company in Malaysia through the development of innovative, cost-effective and
                                                         quality generic products.


                                                         The Company has dedicated laboratories for formulation and analytical
                                                         developments utilising sophisticated instruments like High Performance Liquid
                                                         Chromatograph, Gas Chromatograph and Fourier Transformation Infra-Red
                                                         Spectrophotometer. The new R&D facility, expected to be completed in 2003, will
                                                         house a Pilot Plant capable of reproducing manufacturing processes on a smaller
                                                         scale for biobatch production for clinical studies.


                                                         To date, more than 300 of our products have received regulatory approvals,
                                                         testimony of the thoroughness of our prior testing and research processes within
                                                         our own facilities. We have also received bio-equivalence approval for 10 of our
                                                         products, with another three currently being evaluated. In 2002, a further 20
                                                         product approvals and launches have been scheduled, with an additional five
                                                         identified for clinical bio-equivalency studies. (Bio-equivalency studies focus on new
                                                         off-patent products as well as our top volume products.)




                                                        RESEARCH
As a leader in healthcare in Malaysia,
Pharmaniaga is encouraging the development of
the wealth of local research expertise and
resources by collaborating with various local
institutions of higher learning. The Company has
signed Memorandums of Understanding with the
Malaysian Institute of Nuclear Technology (MINT)
and Universiti Kebangsaan Malaysia (UKM) for
commercialisation of research projects. The
Company is also keeping pace with cutting-edge
research in biotechnology and is actively involved
in the National Biotechnology Directorate.


Projects in the pipeline include the commercialisation of Hydrogel
(an innovative wound dressing) in collaboration with MINT,
development of new technology platforms like sterile ophthalmic
preparations, sustained-release products, sterile Cephalosporins
products, metered dose inhalations and small volume injectables.
Pharmaniaga is also continuing development of quality generics
from off-patent products.




82    Laporan Tahunan 2001 Annual Report
                                                                                      mewujudkan semula proses-proses perkilangan
                                                                                      pada skala yang lebih kecil bagi pengeluaran
                                                                                      biokelompok untuk kajian klinikal.


                                                                                      Sehingga kini, lebih 300 produk kami telah
                                                                                      mendapat       kelulusan     peraturan,       yang
                                                                                      membuktikan kesempurnaan pengujian awal dan
                                                                                      proses-proses penyelidikan kami di kemudahan
                                                                                      kami sendiri. Kami juga telah menerima kelulusan
                                                                                      kesetaraan bio bagi 10 produk kami, manakala
                                                                                      tiga lagi sedang dalam penilaian. Dalam tahun
                                                                                      2002, 20 lagi kelulusan dan pelancaran produk
                                                                                      telah dijadualkan, dan lima lagi produk telah
                                                                                      dikenal pasti untuk kajian kesetaraan bio klinikal.
                                                                                      (Kajian kesetaraan bio menumpu pada produk
                                                                                      baru yang telah tamat tempoh paten serta produk
                                                                                      keluaran tertinggi kami.)



                                                                                      Sebagai peneraju bidang penjagaan kesihatan di
                                                                                      Malaysia, Pharmaniaga berganding bahu dengan
                                                                                      berbagai institusi pengajian tinggi tempatan
                                                                                      dalam usaha untuk menggalakkan pembangunan
                                                                                      kepakaran dan sumber penyelidikan tempatan.
                                                                                      Syarikat telah menandatangani beberapa
                                                                                      Memorandum Persefahaman dengan Institut




and Development
                                               Penyelidikan dan Pembangunan
Pharmaniaga sentiasa memberikan keutamaan kepada Penyelidikan         Teknologi Nuklear Malaysia (MINT) dan Universiti Kebangsaan
& Pembangunan (R&D) untuk memastikan Syarikat berada                  Malaysia (UKM) untuk pemerdagangan projek-projek penyelidikan.
selangkah di hadapan dalam menuju matlamatnya untuk menjadi           Syarikat juga mengikuti dengan dekat akan perkembangan
syarikat penjagaan kesihatan terunggul di Malaysia melalui            penyelidikan terkini dalam bidang bioteknologi dan terlibat secara
pembangunan produk generik yang inovatif, efektif kos dan             aktif dalam Direktorat Bioteknologi Kebangsaan.
berkualiti.
                                                                      Projek-projek yang sedang dijalankan termasuk pemerdagangan
Syarikat mempunyai makmal-makmal khusus untuk pembangunan             Hydrogel (pembalut luka inovatif) hasil usaha sama dengan MINT,
rumusan dan analitikal yang menggunakan peralatan canggih             pembangunan pelantar teknologi baru seperti sediaan oftalmik
seperti Alat Kromatografi Cecair Prestasi Tinggi, Alat Kromatografi   steril, produk pelepasan dilanjutkan, produk Cephalosporin steril,
Gas dan Alat Kromatografi Inframerah Transformasi Fourier.            sedutan dos bermeter dan suntikan berisi padu kecil. Pharmaniaga
Kemudahan R&D baru yang dijangka akan siap pada tahun 2003,           juga sedang meneruskan pembangunan produk generik berkualiti
akan menempatkan sebuah Kilang Perintis yang berupaya                 daripada produk-produk yang telah tamat tempoh paten.




                                                                                               Laporan Tahunan 2001 Annual Report    83
Operating Activities (cont’d)
Kegiatan Operasi (samb.)




MEDICAL
Equipment Supply
                                           Pembekalan Peralatan Perubatan
Major activities of the medical equipment business unit in 2001      Tumpuan utama unit peralatan perubatan ini dalam tahun 2001
were very much centred on making sure that the deliveries of         adalah lebih kepada memastikan penghantaran peralatan ke
equipment to Lahad Datu and Keningau hospitals are on schedule       Hospital Lahad Datu dan Keningau menepati jadual dan pada kos
and at the contracted cost. The sales growth of more than 600%       yang telah ditetapkan. Pertumbuhan jualan yang melebihi 600%
to RM48.1 million in 2001 was a reflection of the progress of        kepada RM48.1 juta dalam tahun 2001 mencerminkan tahap
Lahad Datu Hospital, which was handed over to the Government         perkembangan Hospital Lahad Datu, yang telah diserahkan kepada
in March 2002. Keningau Hospital is now expected to be               Kerajaan pada Mac 2002. Hospital Keningau kini dijangka akan
completed in the third quarter of 2002. The contract for Kunak       siap dalam suku ketiga 2002. Kontrak bagi Hospital Kunak juga
Hospital was also awarded in 2001.                                   telah diberikan dalam tahun 2001.


The contracts for the supply of medical equipment for three more     Kontrak-kontrak untuk membekalkan peralatan perubatan bagi tiga
hospitals namely Pitas, Kuala Penyu and Sarikei are expected to      buah lagi hospital iaitu Pitas, Kuala Penyu dan Sarikei dijangka
be awarded in 2002. In fact, the design, scope of work and           akan diberikan dalam tahun 2002. Malahan reka bentuk,
preliminary tender work for these hospitals are well in progress.    lingkungan kerja dan kerja-kerja tender awalan bagi hospital-
It is foreseen that the award of the remaining 4 hospitals will be   hospital ini telah pun dimulakan. Adalah dijangkakan bahawa
completed in 2003-2004 period.                                       pemberian kontrak bagi 4 hospital yang tinggal akan
                                                                     disempurnakan dalam tempoh 2003-2004.
The supply of medical equipment to clinics and hospitals is
proving a lucrative market with considerable potential still to be   Pembekalan peralatan perubatan ke klinik-klinik dan hospital-
unlocked. Empirical evidence suggests that the market has yet to     hospital merupakan pasaran yang menguntungkan di mana
reach saturation level for most equipment types, with a number       potensinya masih belum diterokai sepenuhnya. Bukti-bukti
of products holding great promise for us to venture into.            empirik, yakni berdasarkan pengalaman dan penelitian
Potentially attractive market segments such as anaesthesiology       menunjukkan bahawa pasaran ini masih jauh dari takat
equipment, diagnostic equipment, homecare products,                                           maksimum bagi kebanyakan jenis
life support equipment, ultra-sound machinery,                                                peralatan yang mempunyai beberapa
imaging and radiology equipment are all expected to                                           produk berpotensi tinggi. Segmen-
record strong sales in the coming years.                                                      segmen pasaran yang berpotensi
                                                                                              menarik seperti peralatan anestesiologi,
                                                                                              peralatan diagnostik, produk penjagaan
                                                                                              di rumah, peralatan bantuan hayat,
                                                                                              jentera ultrabunyi, peralatan imejan dan
                                                                                              radiologi, dijangka akan mencatat tahap
                                                                     jualan yang utuh di tahun-tahun yang mendatang.
E-COMMERCE
and Information
                                        Technology
                         E-Dagang dan Teknologi Maklumat


Information technology plays a very                                                         Teknologi maklumat memainkan peranan
strategic role in Pharmaniaga. It does                                                       yang amat strategik di Pharmaniaga. Ia
not only facilitate communication and                                                         bukan setakat memudahkan perhubungan
access to information to the staff, but                                                       dan saluran maklumat kepada kakitangan,
more importantly, enhance performance                                                         malah lebih penting lagi, meningkatkan
of core business processes as well as                                                         prestasi proses perniagaan teras di
enable the transformation and extension                                                      samping membolehkan transformasi dan
of   key   business      activities   within                                               pelanjutan aktiviti perniagaan utama di
Pharmaniaga in particular, and the healthcare                                            Pharmaniaga secara khusus, dan komuniti
                                                                                       penjagaan kesihatan, secara umum.
community, in general.

                                                                               ehealth4all.com Sdn Bhd (ehealth4all), sebuah anak
ehealth4all.com Sdn Bhd (ehealth4all), a wholly-owned
                                                                     syarikat milik penuh Pharmaniaga, telah ditubuhkan pada bulan
subsidiary of Pharmaniaga, was set up in March 2000 to launch
                                                                     Mac 2000 untuk melancarkan objektif ini. Dalam jangka masa
this objective. Within a year, recognition came in the form of
                                                                     satu tahun, pengiktirafan muncul dalam bentuk status syarikat
MSC-company status. The Company shared its electronic
                                                                     MSC. Syarikat ini telah mengongsi sumber-sumber elektroniknya
resources and opened its portal to other healthcare companies in
                                                                     serta membuka portalnya kepada syarikat penjagaan kesihatan
Malaysia, not only to offer products and services to consumers
                                                                     yang lain di Malaysia, bukan hanya untuk menawarkan produk
but also to disseminate health-related information to the public.    dan perkhidmatan kepada para pengguna malah juga untuk
                                                                     menyebarluaskan maklumat-maklumat berkaitan kesihatan kepada
This leadership stance has paid dividends as ehealth4all has lived   orang ramai.
up to its potential by growing its business-to-business (B2B) and
business-to-consumer (B2C) clientele, providing them                 Pendirian kepimpinan ini telah beroleh manfaat kerana ehealth4all
comprehensive, practical and user-friendly e-solutions               telah membuktikan potensinya melalui perluasan rangkaian
in healthcare.                                                       pelanggan perniagaan-ke-perniagaan (B2B) dan perniagaan-ke-
                                                                     pengguna (B2C) mereka, dengan menyediakan rumusan e-dagang
                                                                     penjagaan kesihatan yang menyeluruh, praktikal dan mudah
                                                                     digunakan.




                                                                                             Laporan Tahunan 2001 Annual Report   85
Operating Activities (cont’d)
Kegiatan Operasi (samb.)




There are now over 1,450 products available through this portal,    Yet another innovative service provided by ehealth4all is
from 35 tenants covering key segments of the Malaysian              e-Tender. This enables the entire tendering process to be done
healthcare industry including daily OTC products, rehabilitation    online, allowing tender submissions, document purchases and
aids, medical kits, health insurance policies and health plans.     award notifications to be executed with total transparency. It
                                                                    collates submitted tenders and generates a comprehensive
In addition to providing an online market for healthcare products   comparative analysis within 2 hours upon closing of the tender,
and services, ehealth4all also offers information technology (IT)   saving over 80 percent of the usual man-hours. Since May 2001,
solutions within the pharmaceutical industry for its                tenders for medical equipment supply worth more than RM11
B2B customers.                                                      million have been awarded through e-Tender.


The e-Procurement solution enables suppliers to process             Revenue from B2B solutions and IT support, mainly charged to
electronic Purchase Order (e-PO) by logging on to the               companies in the Group, was RM4.9 million in 2001.
e-Procurement page of ehealth4all and subsequently to complete
the entire procurement process online. e-Procurement has            Still considered to be in its infancy, ehealth4all has nevertheless
processed over RM70 million worth of e-PO since the service         recorded a modest profit of RM0.52 million for the financial
was made available.                                                 year 2001.


Pharma*Net, ehealth4all’s private network, connects all             Moving forward, ehealth4all’s IT professionals have developed
government and private hospitals online to a centralised Hospital   sufficient core competencies and are capable of offering IT
Inventory System (HIS) and Supply Chain Management (SCM)            solutions for our customers, particularly the Government, that will
system linked to a central purchasing system. To keep this          aim at reducing reliance on paper-based administration through
invaluable service running at all times, ehealth4all spent over     intensive use of the Internet. Clinical trials and new product
RM3 million in 2001 in maintenance and upgrading of                 registration will be among the processes that stand to benefit.
Pharma*Net.




86    Laporan Tahunan 2001 Annual Report
                                                                      Pharma*Net, rangkaian persendirian ehealth4all, menghubungkan
                                                                      semua hospital kerajaan dan swasta secara dalam talian ke Sistem
                                                                      Inventori Hospital (HIS) dan sistem Pengurusan Rantaian
                                                                      Pembekalan (SCM) pusat yang dihubungkan pula ke sistem
                                                                      pembelian pusat. Untuk memastikan agar perkhidmatan yang amat
                                                                      bernilai ini boleh digunakan sentiasa, tanpa gangguan, ehealth4all
                                                                      telah membelanjakan lebih dari RM3 juta pada tahun 2001 bagi
                                                                      penyenggaraan dan peningkatan prestasi Pharma*Net.


                                                                             Satu lagi perkhidmatan inovatif yang ditawarkan oleh
                                                                                ehealth4all ialah e-Tender. Ini membolehkan seluruh
                                                                                 proses tender dilaksanakan dalam talian, membenarkan
                                                                                  penyerahan tender, pembelian dokumen dan
                                                                                   pengumuman pemberian tugasan dijalankan secara
                                                                                   telus semuanya. Ia menyusun kumpul tender-tender
                                                                                  yang diserahkan dan menghasilkan analisis
                                                                                 perbandingan menyeluruh dalam tempoh 2 jam selepas
                                                                                tender ditutup, menghasilkan penjimatan melebih 80%
                                                                              daripada jumlah lazim jam-manusia. Sejak bulan Mei 2001,
                                                                            tender untuk bekalan peralatan perubatan berjumlah lebih
                                                                           daripada RM11 juta telah dianugerahkan melalui e-Tender.


                                                                        Pendapatan daripada rumusan B2B serta sokongan IT, yang
                                                                      terutamanya disalurkan kepada syarikat-syarikat dalam Kumpulan
                                                                      berjumlah RM4.9 juta pada tahun 2001.


                                                                                       Biarpun ehealth4all dianggap masih berada di
                                                                                        peringkat awal, ia telah mencatat keuntungan
                                                                                        sebanyak RM0.52 juta untuk tahun kewangan
                                                                                        2001.


                                                                       Melangkah maju ke hadapan, ahli-ahli profesional IT ehealth4all
                                                                      telah melengkapkan diri mereka dengan kemahiran teras yang
Kini terdapat lebih daripada 1,450 produk yang boleh dibeli melalui   memadai dan berupaya menawarkan rumusan IT kepada
portal ini, daripada 35 pembekal yang merangkumi segmen-              pelanggan kita, khususnya kepada Kerajaan, yang akan
segmen utama industri penjagaan kesihatan Malaysia termasuk           menumpukan usaha untuk mengurangkan kebergantungan
produk tanpa preskripsi harian, alat bantuan pemulihan, kit           terhadap pentadbiran berasaskan kertas melalui penggunaan
perubatan, polisi insurans kesihatan dan rancangan kesihatan.         Internet yang intensif. Percubaan klinikal dan pendaftaran produk
                                                                      baru adalah antara proses yang akan beroleh manfaat.
Di samping menawarkan sebuah pasaran dalam talian bagi produk
dan perkhidmatan penjagaan kesihatan, ehealth4all juga
menyediakan rumusan teknologi maklumat (IT) dalam industri
farmaseutikal bagi pelanggan B2Bnya.


Rumusan e-Procurement (Pemerolehan elektronik) membolehkan
pembekal memproses e-PO (Pesanan Pembelian elektronik) dengan
cara melog masuk ke halaman e-Procurement di ehealth4all
kemudian menyempurnakan seluruh proses pemerolehan dalam
talian. Sejak perkhidmatan ini diperkenalkan, e-Procurement telah
memproses jumlah e-PO bernilai lebih RM70 juta.




                                                                                                Laporan Tahunan 2001 Annual Report   87

				
DOCUMENT INFO
Shared By:
Categories:
Tags:
Stats:
views:474
posted:8/22/2011
language:Malay
pages:20
Description: Strategi Marketing Produk Baru document sample