Competitive Intelligence Assessment on Sales Force Effectiveness
Client Overview
The client was a leading Indian pharma player with products spanning from pharmaceuticals, biologics, vaccines, and consumer health and was interested in achieving growth in the respiratory segment
Challenge
The client sought to enhance profitability by optimizing its marketing expenditures and ensuring a measurable return on investment. Hence they approached SI insights for a detailed competitive intelligence study for respiratory division of four companies to gain insights on :
1) Competition sales, new launches, recent updates
2) Understand competition sales force distribution for each division split across regions, states and cities
3) The number of marketing activities conducted in the year, spending/activity and more
4) The marketing spend by activities such as national conferences, regional conferences, CMEs, round table meetings, camps
5) Compare the marketing expenditure YoY
Approach
To address the client’s requirements, a comprehensive and systematic approach was adopted:
Gathered extensive data from industry reports, company financials, press releases, and other credible sources to track competition’s sales, new launches, and marketing initiatives.
Conducted in-depth interviews with industry experts, stakeholders, and key opinion leaders to validate secondary data, fill gaps in the research and gain extensive insights on sales force deployment, marketing activities and spends
Compiled and analysed data to break down competition’s sales force distribution, marketing spend by activity, and geographic split of resources.
Established a clear Competitive Intelligence framework to compare companies on key parameters — from number of launches and marketing events to total expenditure — to enable actionable comparative insight.
Outcome and Impact
The study provided actionable insight into:
A coherent understanding of each competitor position in terms of products, geographical coverage and sales force deployment.
Detailed breakdown of marketing activities and expenditures, allowing the client to benchmark its own strategies against industry peers.
Year-over-Year comparison of marketing spends across different companies, helping the client to track industry trends and adjust its own investment priorities.
Valuable data points that supported the client in optimizing their marketing strategies, reallocating resources, and strengthening their competitive position in key markets.