Enhancing Market Visibility – Quarterly Distributor Pharmaceutical Audit in India

Objective

A leading global pharmaceutical company aimed to gain a comprehensive understanding of pharma market pricing for its top brands with generic footprints and key competition across urban and rural India. The goal was to track Maximum Retail Price (MRP), Price to Retailers (PTR), Price to Stockists (PTS), and capture rural and urban pharma market insights along with distributor-level promotional tracking in India.

Approach

We, at Market Xcel, designed a Quarterly Wholesaler Audit covering 202 urban and rural distributor audit panel stores across 7 states. Our process involved:

• Empanelment of Distributors – Establishing a consistent panel to ensure reliable quarter-on-quarter distributor tracking and comprehensive pharmaceutical distributor audit.

• Face-to-Face CAPI Interviews – Structured questionnaires capturing pharma pricing trends, pharmaceutical promotional schemes, and competitor promotion monitoring.

• Visual Documentation – Photographing in-store pharma merchandising, promotional leaflets, and both exterior & interior store setups.

• Invoice Verification – Collecting at least 20% of purchase invoices to validate pharmaceutical price tracking data.

Sampling

• 176 urban pharmacy stores across metro cities including Mumbai, Delhi, Bangalore, Kolkata, Hyderabad, Patna, and Lucknow.

• 26 rural pharmacy stores across key towns in Andhra Pradesh, Maharashtra, and Uttar Pradesh.

Deliverables

• Quarterly Pharma Dashboard Reports at city and category level.

• SKU-wise pharmaceutical price tracking report for 572 products across 8 categories.

• Insights on pharma promotional schemes such as QPS, annual tie-ups, and gift schemes.

Impact

The ongoing pharma distributor audit enabled the client to:

• Monitor competitive pharma pricing shifts in near real-time.

• Identify aggressive pharma promotional strategies and competitor pricing analysis.

• Strengthen market presence in pharmaceuticals by aligning trade marketing strategies with on-ground realities.

Quote from Project Lead

"By conducting competitive pricing analysis in the pharma sector and consistently tracking pharmaceutical promotions at the distributor level, Market Xcel enabled us to gain a clear lens into pharma market dynamics, helping us stay ahead in competitive categories." – Global Pharmaceutical Company

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