Module Code:

PBM502
Module Title:
PHARMA MARKETING and SALES MANAGEMENT
Module Leader:
Dr. J. Anbu / Mr. Tanmoy Ghosh/ Mrs. Sindhu Abraham

Presented by
BIPASHA BISWAS
18PHPB087003
1
Faculty of Management and Commerce ©Ramaiah University of Applied Sciences
 CONTENT
PART –A

• “INFLUENCE OF DIGITAL AGE IN PHARMA BUSINESS”

PART – B

• “PRE – LAUNCH MARKET RESEARCH”

PART –C

• “MAGGI BRAND REPOSITIONING”

2
Faculty of Management and Commerce ©Ramaiah University of Applied Sciences
 PART -A

“INFLUENCE OF DIGITAL AGE

IN PHARMA BUSINESS”

3
Faculty of Management and Commerce ©Ramaiah University of Applied Sciences
 1.1 Introduction to e-Marketing and Digital
Marketing Trends in Indian Pharma Industry
MARKETING TRENDS IN PHARMA INDUSTRY

• Portable format

• Artificial Intelligence and

Machine Learning

• Big data and chatbots

• Native Advertising for pharma

• The Value of Video

4
Faculty of Management and Commerce ©Ramaiah University of Applied Sciences
 1.2 Registration of e-pharmacies with the Central
Drugs Standard Control Organisation
• 67-I. Definitions

• 67J.Registration of - e-pharmacy

• 67K. Disclosure of information generated through e-

pharmacy portal.

• 67L. Application for registration of e-pharmacy.

• 67M. Conditions of registration of e-pharmacy.

• 67N. Grant of registration of e-pharmacy.

5
Faculty of Management and Commerce ©Ramaiah University of Applied Sciences
 1.3 Role of state government apex body members
in the regulation of e-pharma business.
• Under the proposed rules, individuals or companies will have to
register with the central licensing authority to run an e-pharmacy;
state-wide registration is not required.

• The e-pharmacy will have to mention on the website its

constitution, details of directors and partners, name of logistics
service provider, and return policy for dispensed drugs.

• The e-pharmacy will have to adhere to provisions of the

Information Technology Act.

6
Faculty of Management and Commerce ©Ramaiah University of Applied Sciences
 1.3Role of state government apex body members in
the regulation of e-pharma business.
• The drugs will be dispensed through any licensed retailer or
wholesaler of medicines. The details of the drugs dispensed,
including the patient details, shall be maintained on the e-
pharmacy portal.

• The premises from where the e-pharmacy business is conducted

shall be inspected every two years by a team of officers authorized
by the central licensing authority.

• There will be restrictions on sale of drugs listed under narcotic and

psychotropic category. It is not allowed to advertise.
7
Faculty of Management and Commerce ©Ramaiah University of Applied Sciences
 1.4 Concerns of Centre for Digital Democracy in a
formal filing to the
The Center for Digital Democracy recently shared these concerns in a
formal filing to the FDA, the highlights of which follow:

• Personal Data Collection and Privacy

• Neuromarketing

• Social Media Monitoring and Marketing

• Ad Exchanges

• Audience Segmentation

• Mobile Campaigns
8
Faculty of Management and Commerce ©Ramaiah University of Applied Sciences
 1.5 Summary and Conclusion
• E-Pharmacy improves consumer convenience and access.

• E-Pharmacy also offers competitive pricing which thereby

enables less affluent people to afford medicines.

• There are a lot of technology advancements that are

coming up in the form of applications which help in
bringing price transparency, create awareness, find an
appropriate healthcare service provider, medicine
reminders, and pregnancy alerts to the consumers.
9
Faculty of Management and Commerce ©Ramaiah University of Applied Sciences
 PART - B
“PRE – LAUNCH MARKET
RESEARCH”

10
Faculty of Management and Commerce ©Ramaiah University of Applied Sciences
 2.1Explain the need for conducting a pre- launch
market research
NEED FOR CONDUCTING MARKET RESEARCH are as follows:

• Maximizes innovation

• Consumer focused research

• Helps to achieve the most profitable growth

opportunities

• Creates a brand name and a brand position in the market

• Creates future customers

11
Faculty of Management and Commerce ©Ramaiah University of Applied Sciences
 2.1Explain the need for conducting a pre- launch
market research

12
Faculty of Management and Commerce ©Ramaiah University of Applied Sciences
 2.2 Highlight the challenges faced during a Pre-
launch market research
The challenges are mentioned below:
• Ensuring Robust Quality

• Ensuring Competitive Edge

• Quality

• Data Explosion

• Ensuring Competitive Edge

13
Faculty of Management and Commerce ©Ramaiah University of Applied Sciences
 PART -C

“BRAND REPOSITIONING”

14
Faculty of Management and Commerce ©Ramaiah University of Applied Sciences
 3.1 Importance of Brand Repositioning
• Brand repositioning is when a company changes a brand's status in
the marketplace. This typically includes changes to the marketing
mix, such as product, place, price and promotion. Repositioning is
done to keep up with consumer wants and needs.

15
Faculty of Management and Commerce ©Ramaiah University of Applied Sciences
 3.1 Elaborate Operational Excellence journey with
suitable example
IMPORTANCE OF BRAND REPOSITIONING:

 Change in Consumer Needs

 Lack of Perceived Differentiation

 Under or Over Positioned

 Improved Product

 Poor Product Launch

16
Faculty of Management and Commerce ©Ramaiah University of Applied Sciences
 3.2 Brand positioning strategies adopted by NIL to
revive the Maggi brand in India
STRATEGIES ADOPTED BY NESTLE TO RELAUNCH MAGGI:

 TARGET ONLINE SALES

 INCREASING THE PRODUCT LINE

 INDULGING IN POSITIVE PUBLICITY

 TARGET CHILDREN and WOMEN

 NEW PACKAGING

 TOUCHING and EVOCATIVE MEMORIES

17
Faculty of Management and Commerce ©Ramaiah University of Applied Sciences
 3.2 Brand positioning strategies adopted by NIL to
revive the Maggi brand in India

18
Faculty of Management and Commerce ©Ramaiah University of Applied Sciences
 3.3 Understand the role of digital media in
promotion
ROLE OF DIGITAL MEDIA IN PROMOTIONS:

• Improved brand awareness

• Cost-effective

• Engage with customers

• Healthier customer satisfaction

• Marketplace awareness

• More brand authority

19
Faculty of Management and Commerce ©Ramaiah University of Applied Sciences
 3.4 Identify the challenges faced by NIL in reviving
the brand and explore strategies they adopted to
overcome these challenges

20
Faculty of Management and Commerce ©Ramaiah University of Applied Sciences
 3.2 Explain approaches to Operational Excellence

• Initial focus on the

Operational excellence
management) will
deliver significant
benefit and can be
done without any risk
to compliance.

21
Faculty of Management and Commerce ©Ramaiah University of Applied Sciences
 3.3 Challenges in implementation of the concept
• Manufacturing excellence is not just the best way to do it
today, but continually improving to the next level.

• The threat of new competition rising customer

expectations, expanding markets, and digitalization are
the key drivers of change.

• These are driving force behind every increasing need for

Operational Excellence, especially for end-to-end Business
Transformation, and rapid, flexible solution and
execution.
Faculty of Management and Commerce ©Ramaiah University of Applied Sciences
22
 3.3 Challenges in implementation of the concept

• Acquiring and managing start-ups

• Changing Customer Demands & Channels

• Building New Competitive Advantages.

• Integrating CI methodologies personalized to the

organization.

• Ensuring initiatives are aligned with key strategic

priorities, across the organization.

23
Faculty of Management and Commerce ©Ramaiah University of Applied Sciences
 3.3 Challenges in implementation of the concept
• Failure to innovate fast enough.

• Cultural Transformation and creating a culture of

Operational Excellence and Innovation.

• Driving Corporate Culture Change and How to build and

transform Organizational Culture.

• Achieving an Enterprise-Wide Operational Excellence

Strategy

24
Faculty of Management and Commerce ©Ramaiah University of Applied Sciences
 3.3 Challenges in implementation of the concept
• Leadership Understanding, Buy-In, Support and
Sponsorship from all Leaders is critical. Operational
Excellence needs commitment; resources and this cannot
be optional.

• Keeping up with new technologies, value relevance, and

the creation of new opportunities. AI, Robotic
Automation, Machine Learning, Big Data, Data Analytics,
Advanced Robotics, 3D Printing, Mobile Applications are
just some of the technology shifts. 25
Faculty of Management and Commerce ©Ramaiah University of Applied Sciences
 BENEFITS OF PHARMA OPERATIONS MANAGEMENT
• This assignment helps in understanding the concepts of
quality management, operational excellence, and how to
report and correct any deviation in pharmacy
management. These approaches assist in reducing the
cost of the product and wastes. It helps in proper
planning, distribution and utilization of the resources.
Quality management system helps in understanding the
touch point of customers and continual improvement in
the company operations. 26
Faculty of Management and Commerce ©Ramaiah University of Applied Sciences
 REFERNCES
• Pandey, P. (2018). Quality Management System in Drug
Industry: A Review. [online] Biomedres.us. Available at:
https://biomedres.us/pdfs/BJSTR.MS.ID.000653.pdf
[Accessed 15 Apr. 2019].

• Ancion, E. (2013). How do you handle these 8 challenges

with quality management? [online] - Pauwels Consulting.
Availableat:https://www.pauwelsconsulting.com/blog/ch
allenges-quality-management/ [Accessed 15 Apr. 2019].
27
Faculty of Management and Commerce ©Ramaiah University of Applied Sciences
 REFERNCES
• Gano,D.(2015). Root Cause Analysis. [online] Department
ofEnterpriseServices.Availableat:https://des.wa.gov/servi
ces/risk-management risk management/enterprise-risk-
management/root-cause-analysis [Accessed 15 Apr.
2019].

• Friedli, T. (2012). Operational Excellence: Pharm as

Missed Opportunities. [online] Pharma Manufacturing.
Availableat:https://www.pharmamanufacturing.com/artic
les/2009/022/ [Accessed 16 Apr. 2019]. 28
Faculty of Management and Commerce ©Ramaiah University of Applied Sciences
 29
Faculty
©M. of Management
S. Ramaiah andofCommerce
University Applied Sciences ©Ramaiah University of Applied Sciences