PHARMACEUTICAL INDUSTRY IN INDIA:
In 2010, the
Indian pharmaceutical companies produced 20-22% of the world’s generic drugs in
terms of volume & offered 600 finished medicines & nearly 400 bulk
drugs. Top 10 players accounting for nearly 37% of the market share in 2010. Top 10 players accounting for nearly 37% of
the market share in 2010. The domestic market was worth $ 12.26 billion growing
at 17% per year , the industry enjoyed a market share of $ 14 billion in the US
growing at 22% per year.
Telismartan:
·
Telmisartan was used for the
management of hypertension.
·
It was discovered by Boehringer
Ingelhiem
·
ONTARGET trial was done with both
telmisartan and Ramipril.
·
The result of the trial was announced
in 2008 and proved that telmisartan was as effective as Ramipril with better
tolerated with lower side effects.
Telma: The
Brand
In 2003, Telma was introduced. Telma built a
powerful identity and an enviable market position in the antihypertensive
category. Campaigns to occupy a position of leadership & give out info
related the brand. To reinforce this message, the brand imagery used bright
yellow .
Position
Defense:
The position defense is the simplest defensive
strategy. It simply involves trying to hold your current
position in the market. To do this, you simply continue to invest in your
current markets and attempt to build your brand name and customer loyalty. The
problem with this strategy is that it can make you a target for new entrants to
the market.
Mobile Defense:
The mobile defense involves making constant changes to
your business so that it is difficult for competitors to compete with you. This
can involve introducing new products, entering new markets or simply making
changes to existing products. This constant moving between strategies requires
a flexible business that can adjust to change.
Counter
Offensive Defense:
The counter-offensive defense is a retaliatory
strategy.When a competitor attacks your business, you strike back with your own
attack. For instance, if you operate a bakery that only produces gluten-free
products and a competitor who produces regular bread also begins producing
gluten-free products, you could hit back at it by introducing regular bread
products.
Contraction Defense:
The contraction defense is the least desirable defense
because it involves retreating from markets. If you don't believe you can
successfully defend those markets, however, then it can be the best option. This
allows you to redeploy your resources into other areas. For example, imagine
that you manufacture two products: liquid soap and bar soap. If you find that
you can no longer compete in the bar soap market, then it makes sense to
retreat from that market and focus on liquid soaps.
STRATEGIC BRAND PROGRAMS
Strategic Brand Program can be sub-divided into 4
phases:
•
2003 – 2005: Initial Years of Building
Telma
•
2006 – 2007: Growing the Brand
•
2008 – 2010: Fortifying the brand
•
2011 – Beyond: Sustaining the Brand
TELMA: THE CHALLENGE AHEAD :
Telma had created a new category for the Telmisartan
molecule in the antihypertensive market in India. The brand adopted a premium
pricing strategy and yet occupied a leadership position, not only in terms of
revenue but also in terms of number of prescriptions.Since Telma was already
the ‘‘cardiologist’s favorite’’, Should they devote more marketing effort towards
diabetologists who were the second highest segment of prescribers ?
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