2. 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
4. 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
5. 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
6. The site carries an urbane look in accordance with the export market it
caters to
The 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
7. 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
8. 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
9. 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
10. 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
11. 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
12. 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
13. The store layout was simple
open from both ends with one
counter and two sales people to
cater to prospective customers
The product brochures were
available however display of the
same had also been made for
ready reference
14. Other Firms of Interest: Ayurveda
• Baj’s Laboratories
• Mehta’s Laboratories
• Dhootapapeshwar
• West-Coast
15. 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.
16. 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
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20. 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
21. 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.
22. 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)
