• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Novo Nordisk - Selling Diabetes Medicines in India
 

Novo Nordisk - Selling Diabetes Medicines in India

on

  • 2,539 views

 

Statistics

Views

Total Views
2,539
Views on SlideShare
2,539
Embed Views
0

Actions

Likes
1
Downloads
68
Comments
2

0 Embeds 0

No embeds

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

CC Attribution-NonCommercial LicenseCC Attribution-NonCommercial License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

12 of 2 previous next

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • You are most welcome.
    Are you sure you want to
    Your message goes here
    Processing…
  • Excellent presentation. Much appreciate the opportunity to refresh concepts and practice.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Novo Nordisk - Selling Diabetes Medicines in India Novo Nordisk - Selling Diabetes Medicines in India Presentation Transcript

    • ADAPTATION Selling Diabetes Medicine in India
    • Sameer Mathur BuddingMarkets.com Asst. Professor (Marketing) 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 Indian Institute of Management, Lucknow Marketing Professor 2013 –
    • About Novo Nordisk Novo Nordisk’s Business Model Novo Nordisk in India Concluding Remarks
    • ABOUT NOVO NORDISK • Novo Nordisk was founded in 1923 by Danish medical researcher August Krogh • The largest company in Denmark based on market value • 70% of the company’s revenues come from pharmaceutical products for diabetics • 43% of its employees are in Denmark, while 57% are spread all over the world
    • ABOUT NOVO NORDISK PRODUCT PORTFOLIO • Modern insulins • NovoRapid • NovoMix • Levemir • Human insulins • MixTard • Protein-related products • Victoza • Oral antidiabetic products
    • BUSINESS MODEL • Value Proposition • Core Competencies • Management Model • Market Participation
    • NOVO NORDISK: CREATING VALUE • Product Leadership • $1.6 billion on R&D in 2011 • Customer Intimacy • “Insulin treatment is generally characterized by strong brand loyalty and limited switching between therapies.” – Novo Nordisk • Broad Product Range BUSINESS MODEL
    • CORE COMPETENCIES • Innovation and R&D • Established R&D centres globally (clinical trials) • New product development in domestic R&D centres BUSINESS MODEL
    • NOVO NORDISK R&D CENTERS
    • CORE COMPETENCIES • Innovation and R&D • Established R&D centres globally (clinical trials) • New product development in domestic R&D centres • Experience as a competitive advantage • Well established distribution network • Brand Reputation BUSINESS MODEL
    • MANAGEMENT MODEL • Think in long-term • Emphasis on corporate social responsibility • Centralized organizational structure BUSINESS MODEL
    • MARKET PARTICIPATION • 51% Market Share in Europe • 51% Global Market Share • Compared to the 2nd biggest competitor Eli Lilly – 23%
    • GLOBAL STRATEGY IN INDIA • The Indian Market • AAA Framework • Value Disciplines in India
    • THE INDIAN MARKET • Largest population of people living with diabetes • 62.4 million people with Type II diabetes in 2011 • $222 million industry • Growth opportunities: • Developing in medical infrastructure • Increases in insurance coverage • Indians are more accepting to modern medicine GLOBAL STRATEGY
    • AGGREGATION • 1994: Novo Nordisk India Private Limited • Regional hub for the Asia-Pacific region • Clinical trials • Data Management • Financial services • Exclusive agreement with Ahmedabad-based Torrent Pharmaceuticals Ltd. • Formulation, manufacturing and packaging facility • Seek opportunities to collaborate with local firms GLOBAL STRATEGY Novo Nordisk India Bangalore Office
    • AGGREGATION • By centralizing key components of the value chain, Novo Nordisk can: • Provide more affordable insulin products • Offer faster delivery rate • Solidify presence in the market • Current Market Share: 61% GLOBAL STRATEGY
    • ADAPTATION • Lower prices compared to developed countries • 60% of diabetic patients pay for their own medication • Lower average prices compared to competitors • Novo Nordisk: USD 3.48 • Eli Lilly: USD 4.99 GLOBAL STRATEGY
    • ADAPTATION • Offers different product range more suitable to low- income patients • Certain products that have been withdrawn from developed markets are still offered in India • Ex. Mixtard • Special Case: Victoza • Focus on niche segment GLOBAL STRATEGY
    • VALUE DISCIPLINE IN INDIA • No longer focuses on being a Product Leader • Emerging markets cannot afford innovation • More on Customer Intimacy to build brand loyalty • Changing Diabetes In Children (CDIC) • Free insulin for poor children • TakeAction! India • Awareness campaign for school children, teachers and parents from four local schools in Bangalore • Prevention of diabetes and lifestyle modification GLOBAL STRATEGY
    • NOVO NORDISK AND BEYOND http://www.youtube.com/watch?v=xa_FNmeGIVQ
    • Over 600,000 views from more than 100 countries http://www.BuddingMarkets.com/ http://www.facebook.com/BuddingMarkets/ Sameer Mathur BuddingMarkets .com