Sandu Pharmaceuticals Limited iPHEX 2015

iPHEX 2015: Introduction

• One of the largest showcase of Indian Pharmaceutical products and technology to the global audience

• Over 300 foreign delegates participated in the event

• Over 150 companies related to pharmaceuticals displayed their products

Sandu Pharmaceuticals at iPHEX

Competitors’ Analysis

• The analysis is based on the discussion done with the company representatives on site.

• The analysis will be divided under the following categories– Store Set-up objective– Target Market– Marketing strategy• For the expo• In general

Forest Gold

• Predominantly an export oriented company, looking for venturing into domestic market through e-commerce platform

• Store Set-up Objective:• To engage distributors for domestic market

• Target Segment• Domestic, high purchasing power parity customers with

average annual income of about 15-25 lacs

• Marketing strategy• Only OTC products• Sales Team of 3 (sales)+2 (counters) at Expo; 4 for B2B• Mode of discussion at the Expo was briefing about

products; NO samples given or Sales made• Overall sales team of over 200, spread across Europe and

Central America

The site carries an urbane look in accordance with the export market it caters toThe name of the products have also been made easier to pronounce keeping the target audience in mind.The USP of the company as visible on the website, pamphlets and stores is the identification of body type and usage of drugs accordingly

Amarantha Ayurveda• A relatively new entrant with a very small product line of only 8 products• The USP however is that they have filed for patents for all the 8 products

• Store Set-up Objective:• To increase awareness about the company’s patents (Report of

clinical trials and other relevant documents were on display to support the claim)

• Target Market• Domestic• Africa, South America, Europe and South East Asia

• Marketing strategy• The store had one counter to display the reports and documents and

give an introduction about the product range• As an overall strategy, the company is more into exports and

gradually trying to build its base in and around Pune

Amarantha Ayurveda

• The store was basic with small flex advertisements showcasing methodology for clinical trials

• The website has been designed with an archaic feel showing the essence of the age of Ayurveda on the whole

• Testimonials by patients and doctors have also been shared on the website to further strengthen the credibility of claims made

Immune Pharmacy• An Israel based company which expands inorganically through

partnerships abroad

• Store Set-up Objective:• To make the brand name visible to the Indian markets

• Target Market• Restricted to Haryana in North India, plans to develop across

the country

• Marketing strategy• Expansion through partnerships, where the franchise holders

manufacture and sell the products under Immune name• The responsibility of sales and marketing lies with these

franchisees which have to meet the sales target given by the parent company

• Aggressive strategies to begin soon in southern India with a dedicated sales team of 150 catering to Karnataka and Andhra Pradesh

• To push exports, the company also organizes discussions and events for doctors and field experts

Charak

• A company with annual turnover of about INR 1bn , Charak follows an aggressive marketing strategy

• Store Set-up Objective:• To improve customer awareness about the products and

inform about the soon to be launched e-commerce set up

• Target Market:• 30 International countries in addition to the 1600

stockists who cater to India

• Marketing strategy:• A team of more than 200 field managers (not

employees) looking into the Indian Business• E-commerce set-up coming soon for further expansion• Online consultancy provided • Knowledge centre for students is also available on

website whereby, products are advertised

The store was basic and provided information about the up-coming e-commerce set up and the medicines in market. Leaflets of the products were provided as a mode for this

Vasu Healthcare

• Store Set-up Objective:• To promote products mainly among the exports market

• Target Market• North America, South America Europe, South East

Asia, Middle East, Asia and Africa

• Marketing strategy• A sales team of over 400 pushes the products mainly

through distributors and retailer as the main sales come from OTC products

• Promotional Display were in both English and Arabic• Business Enquiry Forms available online to rope in

more distributors• They brand their products as “Powerveda” instead of

Ayurveda

The store layout was simple open from both ends with one counter and two sales people to cater to prospective customersThe product brochures were available however display of the same had also been made for ready reference

Other Firms of Interest: Ayurveda

• Baj’s Laboratories• Mehta’s Laboratories• Dhootapapeshwar• West-Coast

Other Firms of Interest: Nutraceuticals

• Prakriti Products Pvt. Ltd:• Powder and oil extracts of Ayurvedic Herbs such as

Ashvagandha, Arjuna, turmeric etc.• Also into 3PM

• Supreem: • Herbal extracts of Garcinia, ginger, amla etc.

Takeaways from the Expo: Stalls

• Almost all the stores concentrated more on providing information to the prospective client base by inviting visitors to the store voluntarily

• Brochures were given in the form of both compiled and individual for the product of interest as requested

• Separate stands were kept for keeping the brochures from where the latter could be directly picked

• The sitting space was large so that more clients can be briefed about the products

• More focus was on marketing the brand name than specific products

• Focus was both on the B2B meet as well as on counter briefs with an average of 3 sales person per store

• Display was done of the names of the medicine as well as samples were kept in glass cases

Suppliers of Interest

• Symbiosis• Specialize in manufacturing different modes of drug

administration• Soft gel capsule manufacturing is their forte

• Novomix• Manufacturers of coating for tablets

• Olive• Soft gel capsule and tablet manufacturers

Marketing Strategies for Future Growth• To improve the visibility abroad, events targeting doctors

and field experts can be organized from time to time. These events include• Medical Group Meetings• Round Table Discussions• Local Speaker Programs

• New doctors and experts should be targeted through these and contact lead generated. Through these leads, information to the target customers can be updated electronically without employing extra manpower.

• E-Commerce set up needs to be completed at the earliest as all the major players have already begun to advertise for the same. An example of how to go ahead with the same has been given previously under the Charak slide.

Marketing Strategies for Future Growth• Portals can be made for online consultancy and knowledge

base for students. On these portals direct marketing of the products can be done

• The website needs to be customized at the earliest to meet the customer’s needs so that people can follow up later (It was a common observation at the expo that people preferred visiting the website to know more about the company)