Methods of Sales

Forecasting
HILTON
PHARMACEUTICALS
Zubair
Fiza
Madiha
Saher
Faizmeen

Company History
Hilton

Pharmaceuticals is
a member of the
Progressive Group of
Companies.
Hilton Pharmaceuticals
has emerged as
Pakistans largest national
pharmaceutical company.
Since its inception, Hilton
Pharmaceuticals has
mainly promoted research
based pharmaceutical
products.

Main Products
Enflor
Artem
Cravit
Methycobal
Myonal
Transamin
Cerophene
Loxonin
Levolac

Sales Force
The

sales managers decide about the

efficient size of a sales force required to
fulfill the sales target of a specific drug and
its portfolio to reach out in the target
market.
Understanding and evaluating the optimal
reach (how many physicians to see) and
frequency (how often to see them) for each
individual physician, then in the end they
decide about the number of sales force they
require devoting their effort to the hospital
accounts.

Sales Structure
South

Business
Manager

Deputy
National
Sales
Manager

Central A

Central B

North

Area Sales
Manager

Sales Reps

Regional
Sales
Managers

Area Sales
Managers

Sales Person

5 Regional Sales
Managers
16 Area Sales Manager
87 Sales Reps

Distribution Network

One of the major

reasons for Hilton
Pharmas success is
its strong nation-wide
distribution network;
which ensures
uninterrupted
availability of Hilton
Pharma products in all
parts of the country.

Sales Forecasting
Technique

Sales Plan
Hilton

pharma starts all sales activity

with a specific sales plan, this specific
sales plan identifies their previous
sales, areas where they went wrong
and what their short and long term
goals are going to be.
With this in mind they allocate a certain
amount of capital towards the sales
force that would form the forecast of
the product range.

Understanding Products &

Their Life Cycle
Hilton

believes in providing the highest

selling product with the maximum
attention
However it is important to understand
whether the maturity of this product is
sustainable and for how long
They also need to grasp whether the
second best product will be able to
provide them with higher revenue for the
future, if so then they commit more
towards their second best product.

Problem Identification
In

terms of lower level products

forecasting they interrogate the
possible flaws that could be a major
reason for a decrease in sales.

Competitor Analysis
Another

reason could be the aggressive

sales strategy acquired by their
competitor such as Getz, Bosche etc so
they need to be up to terms with all our
competitors as well.

Opinion of Sales Force

Finally

they take the opinion of the

sales force which is in the line of fire in
terms of understanding the buyer
needs and doctors satisfaction in
prescribing their products.

Forecasting Method Used

In

the 7 years that they have worked

the company has used a combination of
2 methods
Jury

of Executive Method
Sales Force Composite

Jury of Executive
Methods
It is the oldest approach used in companies
Panel of sales, marketing research, accounting,
production, each member provides written of his
forecast

Sales Force
Composite
Forecast arrived at by combing sales persons
estimates of expected sales. It helps to set
sales quotas

Advantages to the Company

The

Jury of executive opinion

method along with the sales force
composite is not only cost effective
but it has also fetched them with great
numbers and also instilled confidence
amongst their sales force that the
management involves them in the
decision-making.

In

terms of integrating with other

departments for sales forecasting the
production manager for the department
is the key as he would be responsible
for the supply of the orders and the
distribution channels
The sales forecasting also focuses on
the environmental factors and seasonal
problems that may be present.

Because

of the large size of the

pharmaceutical sales force, the
organization, management, and
measurement of effectiveness of the sales
force are significant business challenges.
Management tasks are usually broken
down into the areas of:

physician targeting,
sales force size and structure,
sales force optimization,
call planning, and
sales forces effectiveness.

Conclusions &
Recommendations