Assignment Product and Brand Management

Name: Yogesh Girgirwar
Class: SYMMS
Roll no: 2019089
Sub: Product and Brand Management

1. Based on above facts design the new model for pharma marketing.
 Pharmaceutical Industry is engaged in the research and development, commercial production,

and distribution of drugs and medical products. In India, the pharmaceutical industry rides on
the low production cost and high-quality research know how that makes it a $20.83 billion
industry (January 2020). It meets 50% of the global vaccine demand.
 Pharmaceutical company engages in marketing mix modeling, the weightage to be given to

each marketing element is critical. The manufacturer’s base drivers help it build its brand
equity. The marketing mix modeling, on the other hand, optimizes the use of marketing
driven incremental drivers.
Marketing Mix Model for the Indian Pharmaceutical Industry-
Product-
Product in the pharmaceutical industry is subject to the regulations of the Drugs and Cosmetics
Act. Therefore, medicine packaging in India, particularly prescription drugs, must follow
specific guidelines. This includes price control, composition declaration, the direction of use,
warnings, etc. The product's importance in the pharmaceutical marketing mix can be driven by a
flagship product or brand equity.
Place-
Pharmaceutical industry is unique due to the doctors. Apart from the hierarchy of manufacturer,
distributor, wholesale and retail chemists, the healthcare professionals are crucial for the product
to reach its end-user. For a successful company, the place component of the marketing mix
means a heavy reliance on an aggressive sales force. In the case of international sales, successful
companies accelerate their distribution through strategic tie-ups with overseas pharmaceutical
partners.
Price-
Price is an important USP of the Indian pharmaceutical industry. Price, although an important
part of the marketing mix, is somewhat dependent on the disease. Customers may choose not to
compromise preference over price in case of major illnesses. In the case of over-the-counter
products, pricing is of significance. Successful companies, particularly those with a global
market, often engage in competitive pricing to ensure an edge in the market.
Promotion-
Pharmaceutical companies should conduct various promotion within the pharma industry. This
includes defining the platforms that can be used for promotion and the prohibitions.
Printed promotional materials, including advertisements, is a promotion of choice in the pharma

industry. Apart from the brand's name, these materials contain information like active
ingredients, dosage, date of production, precautions, side-effects, manufacturer information, etc.
2. How this new era of marketing will change the future of pharmaceutical marketing, Discuss.
 Pharma marketing was always innovative and one of few to be copied and imitated by other
industries. It is a sensitive mix of research, strategy, tactics, sales skills, ethical promotion
and customer relations. Marketing approach in Pharmacies is like a two sides of the coin,
Pharmacy Managers and Pharma companies are on different sides of the counter, but their
objectives meet each other.
 For many years, pharmaceutical companies decided what their products were worth, and
priced them accordingly. But healthcare policy-makers, payers and patient groups are now
playing an increasingly important role in the valuation process and this trend will accelerate,
as healthcare expenditure everywhere continues to soar.
 The aging of the population, together with dietary changes and more sedentary lifestyles, is
driving up the disease burden in both developed and developing countries.
 There are ten main types of entities to be marketed, so where the statement from above does
fits to these entities.
 In the table below you can see an example of how the marketing of each of main entities can
be used in Pharmacy marketing.
3. In what way these website will be helpful for brand image building
 Value-driven content creation

One of the most significant transformations seen by digital’s influence on the pharma
industry is the fact that pharmaceutical companies are no longer the sole gatekeepers or
providers of the information surrounding their treatments or products. Through online
communities, mobile applications and a wealth of web content, people now have wide access
to a range of pharma-based insights. By creating targeted, value-driven branded content that
offers prospective or current patients insight into relevant information, you can grow your
audience, significantly.
As an international healthcare brand, Johnson & Johnson are renowned for their wealth of
inspiring content marketing initiatives but of all its campaigns, its ‘Care Inspires Care’
campaign is perhaps the most inspiring.
Boasting the perfect mix of value-driven, blog content, emotive messaging, social media
posts, and eye-grabbing visuals, this particular campaign honed in on the importance of
caring for one another. By prompting people to share their random acts of care through
Facebook and supporting the campaign with a host of share-worthy content.
 Augmented & Virtual Reality
As VR and AR technology becomes an increasingly integrated part of our everyday lives,

pharmaceutical companies can use this immersive technology to break down walls between
its business and clients, partners, patients or consumers. Despite AR and VR adoption in the
pharma industry is in its infancy, some companies are already using immersive apps and
tactics. These technologies not only place people at the heart of the business but can offer
information and care through virtual clinics and product demonstrations.
GlaxoSmithKline brand, Excedrin, developed a VR-driven campaign named, The Migraine

Experience.
 AI-powered assistants and messaging apps
Droves of businesses across the globe are using messaging apps including Facebook
Messenger or WhatsApp to engage with prospects and spark up meaningful dialogues. For
the pharma industry, this trend presents a unique opportunity to hold personal conversations
with your customers, patients or partners.
With pharma brands like Johnson & Johnson and MedxNote using chatbots as pivotal parts
of their marketing and communications strategies, it’s expected that many more industry
players will follow suit in the not so distant future. By using autonomous machine learning
chatbots to improve organization efficiency, conduct key tasks and answer client, patient or
customer queries, pharma brands stand to increase productivity while enhancing their overall
customer experience.
 The Johnson & Johnson Pharmacy Academy is a program aimed at supporting

Pharmacists, Pharmacist Assistants, Front Shop Assistants, Clinic Sisters and Nurses to
understand and recognize basic symptoms, the customer diagnosis process and the
potential treatments and over-the-counter (OTC) recommendations that can assist in
relieving symptoms.

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Assignment Product and Brand Management

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Name: Yogesh Girgirwar

Roll no: 2019089

Sub: Product and Brand Management

 Pharmaceutical Industry is engaged in the research and development, commercial production,

 Pharmaceutical company engages in marketing mix modeling, the weightage to be given to

Marketing Mix Model for the Indian Pharmaceutical Industry-

Printed promotional materials, including advertisements, is a promotion of choice in the pharma

 Value-driven content creation

 Augmented & Virtual Reality

As VR and AR technology becomes an increasingly integrated part of our everyday lives,

GlaxoSmithKline brand, Excedrin, developed a VR-driven campaign named, The Migraine

 The Johnson & Johnson Pharmacy Academy is a program aimed at supporting

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