Presentation Marketing And Distribution Channels 3o85k
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CURRENT MARKETING AND DISTRIBUTION CHANNEL TREND OF ETHICAL PRODUCTS IN INDIAN PHARMA INDUSTRY
Presented By SADAKAT
INTRODUCTION • World’s largest industry due to worldwide revenues of approximately US$2.8 trillion • More than 2,400 ed pharmaceutical producers in India
• 24,000 licensed pharmaceutical companies • Pharmaceutical distribution channel usually has three channel i.e. depot/C&F, stockiest and chemist
Pharmaceutical market in India • Indian pharmaceutical industry is one of the developing world’s largest and most developed, ranking 4 in the world in of the production volume and in domestic the consumption value • Indian Pharma Industry is playing a key role in promoting and sustaining development in the vital field of medicines • Fastest growing segments of the Indian economy with an average annual growth rate of 14-18 percent
• 34
foreign
drug
companies
engaged
in
the
Indian
pharmaceutical market and among them are 15 of the world’s 20 largest pharmaceutical companies
RESEARCH OBJECTIVES • To understand the pharmaceutical market in India and the evolving process of segmentation in it as well as to understand the need for it. •To critically analyse the marketing strategy of the pharmaceutical market in India. •To analyse the new distribution channels resorted to by the Pharma majors to tackle the challenges faced by them.. •To understand the pharmaceutical market in India and the evolving process of segmentation in it as well as to understand the need for it. •To critically analyse the marketing strategy of the pharmaceutical market in India. •To analyse the new distribution channels resorted to by the Pharma majors to tackle the challenges faced by them.
METHODOLOGY • DATA SOURCES PRIMARY DATA INTERVIEWS COLLECTION OF INFORMATION
SECONDARY DATA • STATISTICAL TOOLS USED
Questionnaire
Pie Charts Tables
PRIMARY FINDINGS & ANALYSIS Q) How do you place the Indian pharmaceutical industry in the global pharmaceutical map 35% 30%
competitive, 32% badly placed, 27%
cant say, 25%
25% 20%
on par, 16%
15%
competitive
10%
badly placed on par
5%
cant say
0% competitive
32%
badly placed
27%
on par
16%
cant say
25%
Q) How do you think the role of govt. should be as regards the present situation in the pharmaceutical industry
45% 40%
protectionist, 44% cant say, 38%
35% 30% 25% 20%
non-interference, 18%
protectionist
15%
non-interference
10%
cant say
5% 0% protectionist
44%
non-interference
18%
cant say
38%
Q) Do you think that the entry of Multinationals is a major challenge to the domestic players in the pharmaceutical market
60%
no, 54%
50% 40%
yes, 36%
30% yes 20%
no cant say, 10%
10% 0% yes
36%
no
54%
cant say
10%
cant say
Q) What type of marketing strategy would you prefer to expand your market size
Both, 45% 45% 40% B2C, 32%
35% 30% 25%
B2B, 23%
20%
B2B
15%
B2C
10%
Both
5% 0% B2B
23%
B2C
32%
Both
45%
Q) What innovative distribution channel do you suggest to better market your products 45% 40% 35% 30% 25% 20% 15% 10% 5% 0%
better supply chain emotional branding corporate alliances greater media participation others
be tte r supply chain
34%
e motional branding
42%
corporate alliance s
12%
gre ate r me dia participation
10%
othe rs
2%
Q) Do you think that market ethics/ medical ethics is a major factor in the new distribution channel of marketing
60%
yes, 57%
50% 40% 30%
no, 28% yes cant say, 15%
20%
no cant say
10% 0% yes
57%
no
28%
cant say
15%
RECOMMENDATIOS •There can be various ways through which a business organization can achieve success in the market. • the domestic pharmaceutical market will be largely driven by the increasing prevalence of chronic segment •the organization with Competitive Advantage tends to be the cost •leader in the industry or a seller of most differentiated products amongst all the players . •the success of any pharmaceutical industry; when a company changes its concentration from “Acute” to “Chronic” therapy market depend on competitiveness of supply chain.
CONCLUSSION • The Indian pharmaceutical industry, with its strong reverse engineering and chemistry skills and relatively low cost structure • A factor in India’s favour is the pressure on global pharmaceutical companies to reduce drug costs, which in turn points to outsourcing • The marketing strategy of the pharmaceutical industry in India has changed and new distribution channels have been introduced. • As marketing experts say, it is a war out there, with many players numbering 24,000 pharmaceuticals in the Indian battlefield. • Medicinal nature of the product prevents the organisation from using any publicity campaign unlike FMCG.
• The stronger the sales force better is their chance of success and growth. • Strength in quality of the sales force cannot be over looked due to the specific nature of the product itself
THANK YOU
Presented By SADAKAT
INTRODUCTION • World’s largest industry due to worldwide revenues of approximately US$2.8 trillion • More than 2,400 ed pharmaceutical producers in India
• 24,000 licensed pharmaceutical companies • Pharmaceutical distribution channel usually has three channel i.e. depot/C&F, stockiest and chemist
Pharmaceutical market in India • Indian pharmaceutical industry is one of the developing world’s largest and most developed, ranking 4 in the world in of the production volume and in domestic the consumption value • Indian Pharma Industry is playing a key role in promoting and sustaining development in the vital field of medicines • Fastest growing segments of the Indian economy with an average annual growth rate of 14-18 percent
• 34
foreign
drug
companies
engaged
in
the
Indian
pharmaceutical market and among them are 15 of the world’s 20 largest pharmaceutical companies
RESEARCH OBJECTIVES • To understand the pharmaceutical market in India and the evolving process of segmentation in it as well as to understand the need for it. •To critically analyse the marketing strategy of the pharmaceutical market in India. •To analyse the new distribution channels resorted to by the Pharma majors to tackle the challenges faced by them.. •To understand the pharmaceutical market in India and the evolving process of segmentation in it as well as to understand the need for it. •To critically analyse the marketing strategy of the pharmaceutical market in India. •To analyse the new distribution channels resorted to by the Pharma majors to tackle the challenges faced by them.
METHODOLOGY • DATA SOURCES PRIMARY DATA INTERVIEWS COLLECTION OF INFORMATION
SECONDARY DATA • STATISTICAL TOOLS USED
Questionnaire
Pie Charts Tables
PRIMARY FINDINGS & ANALYSIS Q) How do you place the Indian pharmaceutical industry in the global pharmaceutical map 35% 30%
competitive, 32% badly placed, 27%
cant say, 25%
25% 20%
on par, 16%
15%
competitive
10%
badly placed on par
5%
cant say
0% competitive
32%
badly placed
27%
on par
16%
cant say
25%
Q) How do you think the role of govt. should be as regards the present situation in the pharmaceutical industry
45% 40%
protectionist, 44% cant say, 38%
35% 30% 25% 20%
non-interference, 18%
protectionist
15%
non-interference
10%
cant say
5% 0% protectionist
44%
non-interference
18%
cant say
38%
Q) Do you think that the entry of Multinationals is a major challenge to the domestic players in the pharmaceutical market
60%
no, 54%
50% 40%
yes, 36%
30% yes 20%
no cant say, 10%
10% 0% yes
36%
no
54%
cant say
10%
cant say
Q) What type of marketing strategy would you prefer to expand your market size
Both, 45% 45% 40% B2C, 32%
35% 30% 25%
B2B, 23%
20%
B2B
15%
B2C
10%
Both
5% 0% B2B
23%
B2C
32%
Both
45%
Q) What innovative distribution channel do you suggest to better market your products 45% 40% 35% 30% 25% 20% 15% 10% 5% 0%
better supply chain emotional branding corporate alliances greater media participation others
be tte r supply chain
34%
e motional branding
42%
corporate alliance s
12%
gre ate r me dia participation
10%
othe rs
2%
Q) Do you think that market ethics/ medical ethics is a major factor in the new distribution channel of marketing
60%
yes, 57%
50% 40% 30%
no, 28% yes cant say, 15%
20%
no cant say
10% 0% yes
57%
no
28%
cant say
15%
RECOMMENDATIOS •There can be various ways through which a business organization can achieve success in the market. • the domestic pharmaceutical market will be largely driven by the increasing prevalence of chronic segment •the organization with Competitive Advantage tends to be the cost •leader in the industry or a seller of most differentiated products amongst all the players . •the success of any pharmaceutical industry; when a company changes its concentration from “Acute” to “Chronic” therapy market depend on competitiveness of supply chain.
CONCLUSSION • The Indian pharmaceutical industry, with its strong reverse engineering and chemistry skills and relatively low cost structure • A factor in India’s favour is the pressure on global pharmaceutical companies to reduce drug costs, which in turn points to outsourcing • The marketing strategy of the pharmaceutical industry in India has changed and new distribution channels have been introduced. • As marketing experts say, it is a war out there, with many players numbering 24,000 pharmaceuticals in the Indian battlefield. • Medicinal nature of the product prevents the organisation from using any publicity campaign unlike FMCG.
• The stronger the sales force better is their chance of success and growth. • Strength in quality of the sales force cannot be over looked due to the specific nature of the product itself
THANK YOU
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