Where is marketing headed kailas

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Where is marketing headed kailas

  1. 1. Where Marketing is heading?Where Marketing is heading? By Dr. Kailas Ghodke MBBS, MMS PhD (Perusing in Marketing) Pharma Consultant For Marketing, Branding, Promotions, Medico Marketing andTraining 702 / 703, 11 - A, HappyValley, Godbandher Road, Manpada, Thane (W) Mumbai 400610, India. Email: kailasdr@yahoo.com , kailasdr@rediffmail.com Tel. Res.: + 91 022 - 2589 57 06, 2589 04 85. Cell: 98208 315 9411
  2. 2. Catch the New PharmaceuticalCatch the New Pharmaceutical Marketing WaveMarketing Wave Trends and Strategies for ReachingToday’s HealthcareTrends and Strategies for ReachingToday’s Healthcare ConsumerConsumer Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?22
  3. 3. The anatomy of the 21st-centuryThe anatomy of the 21st-century marketing professional.marketing professional.
  4. 4. Flash backFlash back Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?44  1920s - The Radio Corporation of America invented the1920s - The Radio Corporation of America invented the broadcast network, a mass communications medium.broadcast network, a mass communications medium.  1930s - Procter & Gamble Company, recognize the growth1930s - Procter & Gamble Company, recognize the growth opportunities in this newly connected mass consumeropportunities in this newly connected mass consumer market, revolutionized marketing with the introduction ofmarket, revolutionized marketing with the introduction of brand management.brand management.
  5. 5. Flash backFlash back Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?55  Brand management - This new organizational structureBrand management - This new organizational structure enabled multiple brands from a single company to competeenabled multiple brands from a single company to compete in the same product category by providing each brand within the same product category by providing each brand with a dedicated team of professionals and specializeda dedicated team of professionals and specialized marketing strategies.marketing strategies.  1950s came the capstone, broadcast television - mass1950s came the capstone, broadcast television - mass communications about mass products, illustrated withcommunications about mass products, illustrated with emotionally compelling moving pictures.emotionally compelling moving pictures.  Marketing as we know it was born.Marketing as we know it was born.
  6. 6. Flash backFlash back Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?66  For the best part of the next half century, television andFor the best part of the next half century, television and brand management held sway (control) over marketingbrand management held sway (control) over marketing theory and practice.theory and practice.  The practice was based on a judicious blending ofThe practice was based on a judicious blending of  Television and print advertising,Television and print advertising,  Direct mailDirect mail  Trade promotionsTrade promotions  Supervised by managers trained to analyze and take theSupervised by managers trained to analyze and take the decisions on, measurements of magnitude (the size of thedecisions on, measurements of magnitude (the size of the audience reached).audience reached).  To this familiar recipe, modern marketers added a pinch ofTo this familiar recipe, modern marketers added a pinch of the Internet, a sprinkle of product sampling, and a dash ofthe Internet, a sprinkle of product sampling, and a dash of PR, but the basic model remained largely unchanged.PR, but the basic model remained largely unchanged.
  7. 7. Until now.Until now. Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?77  The marketing profession is currently undergoing its mostThe marketing profession is currently undergoing its most significant transformation in more than 50 years.significant transformation in more than 50 years.  Driving it are massive shifts in technology and society , whichDriving it are massive shifts in technology and society , which are converging to make the old marketing model obsolete. Asare converging to make the old marketing model obsolete. As the world changes, so must the capabilities of marketingthe world changes, so must the capabilities of marketing professionals.professionals.  Marketers can read the writing on the wall.Marketers can read the writing on the wall.  We keep planning on the basis of campaigns, looking for short-We keep planning on the basis of campaigns, looking for short- term returns, using measurement systems that don’t work.term returns, using measurement systems that don’t work.
  8. 8. Until now.Until now. Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?88  The real questions today are about how we can developThe real questions today are about how we can develop horizontal integrating processes and systems that workhorizontal integrating processes and systems that work across disciplines, not just across communication formats.across disciplines, not just across communication formats.  We need some new concepts and new approaches, not justWe need some new concepts and new approaches, not just rehashes of what we have been doing for the past 75rehashes of what we have been doing for the past 75 years.”years.”  The transformation of media and markets has profoundThe transformation of media and markets has profound implications for the way in which marketing is organized,implications for the way in which marketing is organized, the skills and outlook required of professional marketers,the skills and outlook required of professional marketers, and the types of training that marketers will need.and the types of training that marketers will need.
  9. 9. The ShiftThe Shift Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?99  For last one decades we have seen a shift in PharmaFor last one decades we have seen a shift in Pharma Industry on two frontsIndustry on two fronts 1.1. Market shiftMarket shift 2.2. Marketing shiftMarketing shift
  10. 10. Market shiftMarket shift
  11. 11. The Indian Pharma MarketThe Indian Pharma Market Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?1111  Currently, there are more than 2,400 registeredCurrently, there are more than 2,400 registered pharmaceutical producers in India.pharmaceutical producers in India.  There are 24,000 licensed pharmaceutical companies.There are 24,000 licensed pharmaceutical companies.  Of the 465 bulk drugs used in India, approximately 425 areOf the 465 bulk drugs used in India, approximately 425 are manufactured here.manufactured here.  India has more drug-manufacturing facilities that have beenIndia has more drug-manufacturing facilities that have been approved by the U.S. Food and Drug Administration than anyapproved by the U.S. Food and Drug Administration than any country other than the US.country other than the US.
  12. 12. The Indian Pharma MarketThe Indian Pharma Market Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?1212  Indian generics companies supply 84% of the AIDS drugsIndian generics companies supply 84% of the AIDS drugs that Doctors without Borders uses to treat 60,000 patientsthat Doctors without Borders uses to treat 60,000 patients in more than 30 countries.in more than 30 countries.  According to ORG - IMS August 2009 the totalAccording to ORG - IMS August 2009 the total pharmaceutical market is Rs. 35000 Cr.pharmaceutical market is Rs. 35000 Cr.
  13. 13. ORG-ORG- Aug.Aug. 20042004 Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?1313 ORG-August'2004 Moving Annual Total Category Moving Annual Total Value in Cr. MS% GR% TOTAL MARKET 20202 100.00 8.0 J 1 ANTIBIO./ANTIBAC. SYST. 3273 16.20 9.2 A11 VITAMINS 1173 5.80 8.4 J 1D CEPHALOSPORINS 1142 5.65 18.9 M 1 ANTI-INFLAM., ANTI-RHEUM. 1119 5.54 10.3 M 1A ANTIRHEUMATIC NONSTR. 1054 5.22 10.9 R 5 COUGH AND COLD PREP 980 4.85 2.2 A 2 ANTACID,ANTIFLATUL,ETC. 924 4.57 11.6 A10 ANTI-DIABETIC THERAPY 897 4.44 14.7 C 2 HYPOTENSIVES 781 3.87 14.6 C 1 CARDIAC THERAPY 773 3.82 4.6 J 1L QUINOLONES 707 3.50 5.5 R 5B COUGH PREPARATIONS 695 3.44 2.4 R 5B1 COUGH PREP. ETHICALS 676 3.35 1.6 J 1C AMPI/AMOXY 669 3.31 0.6- A 2B ANTIPEPTIC ULCERANTS 661 3.27 18.4 A10B ORAL ANTIDIABETICS 650 3.22 11.3 R 3 ANTI-ASTHMATICS 505 2.50 11.8 B 3 ANTIANAEMIC PRE 503 2.49 2.6 A 7 ANTIDIAR., INTEST. DISINF 461 2.28 8.3 G 3 SEX HORMONES, STIMULANTS 455 2.25 4.8 B 3A HAEMATINICS,IRON+COMB 446 2.21 0.2- A11E VITAMIN B COMPLEX 408 2.02 3.0 D 7 TOPICAL CORTICOSTEROIDS 404 2.00 7.9 V 6 GENERAL NUTRIENTS 382 1.89 2.8 N 5 PSYCHOLEPTICS 352 1.74 0.9 N 3 ANTI-EPILEPTICS 346 1.71 10.2 N 3A ANTIEPILEPTICS 346 1.71 10.2 N 2 ANALGESICS 343 1.70 4.3 R 6 ANTIHISTAMINES, SYSTEMIC 334 1.65 7.2
  14. 14. SUPERSUPER GROUP –GROUP – ORG-IMSORG-IMS 0909 Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?1414 SR. NO. SUPER GROUP Val Crs MS % VAL GRTH (MAT)MAT MAR'08 MAT MAR'09 1 Anti-infectives 5,726.7 6,287.4 17.8 9.8 2 CARDIAC 3,487.9 3,947.3 11.2 13.2 3 Gastro Intestinal 3,542.4 3,832.3 10.8 8.2 4 Respiratory 2,881.5 3,107.3 8.8 7.8 5 Pain / Analgesics 2,826.7 3,081.7 8.7 9.0 6 Vitamins / Minerals / Nutrients 2,619.9 2,758.2 7.8 5.3 7 Gynaec. 1,809.0 2,035.8 5.8 12.5 8 Derma 1,748.0 1,933.3 5.5 10.6 9 Neuro / CNS 1,746.3 1,927.1 5.4 10.4 10 Anti Diabetic 1,601.8 1,861.8 5.3 16.2 11 Others 666.4 795.8 2.3 19.4 12 Hormones 546.7 630.3 1.8 15.3 13 Ophthal / Otologicals 546.1 568.7 1.6 4.1 14 Hepatoprotectives 322.9 376.9 1.1 16.7 15 Blood Related 304.1 336.2 1.0 10.6 16 Sex stimulants / Rejuvenators 271.1 326.4 0.9 20.4
  15. 15. GroupsGroups ORG IMS -ORG IMS - 0909 Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?1515 SR. NO. GROUPWISE DATA Val Crs VAL GRTH (MAT)GROUP MAT MAR'08 MAT MAR'09 1 J01D CEPHALOSPORINS 2,469.1 2,744.0 11.1 2 M01A ANTIRHEUMATIC NONSTR. 1,518.2 1,634.1 7.6 3 A02B ANTIPEPTIC ULCERANTS 1,282.7 1,410.4 10.0 4 A10B ORAL ANTIDIABETICS 1,115.7 1,302.0 16.7 5 J01C AMPICILLIN/AMOXYCILLIN 1,056.0 1,149.0 8.8 6 R05B COUGH PREPARATIONS 1,056.4 1,123.5 6.4 7 J01L QUINOLONES 911.2 930.7 2.1 8 B03A HAEMATINICS-IRON+COMB 677.9 785.7 15.9 9 N03A ANTIEPILEPTICS 616.7 668.5 8.4 10 C10A STATINS 558.3 659.2 18.1 11 J01F MACROLIDES AND SIMILAR 527.4 574.0 8.8 12 A10A INSULINS 486.1 559.8 15.2 13 J01K ALL OTHER ANTIBIOTICS 436.8 539.0 23.4 14 R03C BRONCHODIL.INHALANT PREP. 458.4 518.7 13.1 15 R06A ANTIHISTAMINES-SYSTEMIC 480.7 492.7 2.5 16 C02F HYPOTENSIVE COMB. 427.4 490.5 14.8 17 A11E VITAMIN B COMPLEX 428.8 458.9 7.0 18 N02B NON-NARCOTICS-ANTIPYER. 423.4 452.4 6.9 19 H02A SYS.CORTICOSTEROIDS PL. 379.6 434.8 14.5 20 C01E BETABLOCKERS 371.2 415.2 11.9
  16. 16. Drugs therapyDrugs therapy Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?1616  The Drugs therapy can be broadly classified into twoThe Drugs therapy can be broadly classified into two 1.1. Chronic therapy – Anti diabetic, neurology, psychiatricChronic therapy – Anti diabetic, neurology, psychiatric gastroenterology, cardiovascular and respiratory.gastroenterology, cardiovascular and respiratory. 2.2. Acute therapy – Antibiotics and anti infectiveAcute therapy – Antibiotics and anti infective  It is very much evident from above table that chronicIt is very much evident from above table that chronic therapy area is dominating the market in long run.therapy area is dominating the market in long run.
  17. 17. Marketing strategiesMarketing strategies Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?1717  The bases of marketing strategies can be best described inThe bases of marketing strategies can be best described in these two models in both acute and chronic segments:these two models in both acute and chronic segments: 1.1. Chronic therapy ModelChronic therapy Model 2.2. Acute therapy ModelAcute therapy Model
  18. 18. (i) Chronic therapy Model(i) Chronic therapy Model Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?1818  Chronic therapy Model involves distribution of a smallChronic therapy Model involves distribution of a small number of drugs from Chronic Therapy Area that achievenumber of drugs from Chronic Therapy Area that achieve substantial global sales.substantial global sales.  The success of this model depends on achieving largeThe success of this model depends on achieving large returns from a small number of drugs in order to pay forreturns from a small number of drugs in order to pay for the high cost of the drug discovery and developmentthe high cost of the drug discovery and development process for a large number of patients.process for a large number of patients.  Total revenues are highly dependant on sales from a smallTotal revenues are highly dependant on sales from a small number of drugs.number of drugs.
  19. 19. (i) Chronic therapy Model(i) Chronic therapy Model contdcontd.. Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?1919  This model incorporates highly specialized approach.This model incorporates highly specialized approach.  Initially the competition is more at entry level but sinceInitially the competition is more at entry level but since growth is stable and more in this area ; every company isgrowth is stable and more in this area ; every company is striving very hard to enter in this area.striving very hard to enter in this area.  The major strategy in this model involves right focus toThe major strategy in this model involves right focus to highly specialized customer by well trained team.highly specialized customer by well trained team.
  20. 20. (ii) Acute therapy Model(ii) Acute therapy Model Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?2020  Acute therapy Model in which a larger number of drugs fromAcute therapy Model in which a larger number of drugs from Acute Therapy Area are marketed to big diversified markets.Acute Therapy Area are marketed to big diversified markets.  The advantage of this model is that its success is notThe advantage of this model is that its success is not dependant on sales of a small number of drugs.dependant on sales of a small number of drugs.  The important strategy is having large number of product andThe important strategy is having large number of product and advantage of cost .advantage of cost .  Other strategy includes daily reminders and get the brandOther strategy includes daily reminders and get the brand name in to the sub-conscious state of mind.name in to the sub-conscious state of mind.
  21. 21. Market Share Graph of Therapy SegmentMarket Share Graph of Therapy Segment Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?2121
  22. 22. Market Share Graph of Therapy SegmentMarket Share Graph of Therapy Segment contdcontd.. Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?2222  Figure 1 presents market share of top therapeutic segmentFigure 1 presents market share of top therapeutic segment in the year 2009.in the year 2009.  However product choice will depend largely on the internalHowever product choice will depend largely on the internal capabilities of the companies.capabilities of the companies.  It is very much evident from this figure that lots ofIt is very much evident from this figure that lots of opportunities lies with chronic therapy segment howeveropportunities lies with chronic therapy segment however growth is initially slow but it may generate good revenue ingrowth is initially slow but it may generate good revenue in long run.long run.
  23. 23. Marketing approaches of ChronicMarketing approaches of Chronic therapy Modeltherapy Model Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?2323
  24. 24. Chronic therapy Model MarketingChronic therapy Model Marketing approachesapproaches Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?2424  In pharmaceutical market there has been a significant shiftIn pharmaceutical market there has been a significant shift from Acute towards Chronic Therapy area.from Acute towards Chronic Therapy area.  Chronic segments are driving the growth of the market asChronic segments are driving the growth of the market as leading prescribers in these segments are specialists asleading prescribers in these segments are specialists as opposed to general practioners.opposed to general practioners.  This is evident from high growth rates achieved by firms likeThis is evident from high growth rates achieved by firms like Sun Pharma, Dr. Reddy Laboratories and Dabur Pharma Ltd.Sun Pharma, Dr. Reddy Laboratories and Dabur Pharma Ltd.  The doctor's prescription has become just the starting point inThe doctor's prescription has become just the starting point in determining what drug the retailer dispenses.determining what drug the retailer dispenses.
  25. 25. Chronic therapy Model Marketing approachesChronic therapy Model Marketing approaches contdcontd.. Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?2525  During last five years pharma companies have startedDuring last five years pharma companies have started identifying the hidden potential of oncological market also.identifying the hidden potential of oncological market also.  A number of drugs have been launched into the oncologicalA number of drugs have been launched into the oncological market , including new biological drugs and drugs that canmarket , including new biological drugs and drugs that can be used as a support for patients undergoing cytotoxicbe used as a support for patients undergoing cytotoxic chemotherapy.chemotherapy.
  26. 26. Chronic therapy Model Marketing approachesChronic therapy Model Marketing approaches contdcontd.. Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?2626  Bigger, pharmaceutical companies are adopting moreBigger, pharmaceutical companies are adopting more aggressive sales strategy.aggressive sales strategy.  For example, in the same geographical area there are 8 - 10For example, in the same geographical area there are 8 - 10 rep. for just one company, or different reps. for the same drugrep. for just one company, or different reps. for the same drug in different settings.in different settings.  Due to this aggressive strategy, the aggressiveness of rep.Due to this aggressive strategy, the aggressiveness of rep.  Hence more frequent doctors visits to encourage them toHence more frequent doctors visits to encourage them to prescribe drugs and thus increase sales.prescribe drugs and thus increase sales.
  27. 27. Pull Strategy for Chronic therapy ModelPull Strategy for Chronic therapy Model Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?2727  For Pharma co. doctors is a core customer and for doctorFor Pharma co. doctors is a core customer and for doctor patient is a core customer.patient is a core customer.  For marketing of chronic therapy companies require moreFor marketing of chronic therapy companies require more and more skilled field force to develop good rapport withand more skilled field force to develop good rapport with their direct customer (doctor).their direct customer (doctor).  Moreover field force should have good product knowledgeMoreover field force should have good product knowledge and USP of their products over other so as to convinceand USP of their products over other so as to convince doctors and PULL the demand for their products i.e. fromdoctors and PULL the demand for their products i.e. from Doctor to Retailer to Stockist to CFA to company.Doctor to Retailer to Stockist to CFA to company.
  28. 28. 3. Pull3. Pull SystemSystem Working InWorking In ChronicChronic TherapyTherapy SegmentSegment Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?2828
  29. 29. Pull StrategyPull Strategy Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?2929  In this system, doctors are the core customers and the majorIn this system, doctors are the core customers and the major thrust is given to build and retain these customerthrust is given to build and retain these customer  Because they are pulling the demand hence companies giveBecause they are pulling the demand hence companies give main emphasis in building and retaining these customers.main emphasis in building and retaining these customers.  All efforts are being put for generating secondary sales i.e.All efforts are being put for generating secondary sales i.e. from stockist to retailer.from stockist to retailer.  Ensuring of auto demand with limited availability andEnsuring of auto demand with limited availability and maximum liquidation of the products is the mainmaximum liquidation of the products is the main characteristic of this approach.characteristic of this approach.
  30. 30. Marketing approaches of AcuteMarketing approaches of Acute therapy Modeltherapy Model Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?3030
  31. 31. Marketing approaches of Acute therapyMarketing approaches of Acute therapy ModelModel Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?3131  For marketing acute therapy types of products companiesFor marketing acute therapy types of products companies require more and more field force to remind theirrequire more and more field force to remind their products on daily basis to their direct customer (doctor).products on daily basis to their direct customer (doctor).  Moreover field force should have good knowledge ofMoreover field force should have good knowledge of product schemes and offers.product schemes and offers.  They also need to have a good rapport with retailers.They also need to have a good rapport with retailers.  Field force also required to ensure good availability of theirField force also required to ensure good availability of their products to convince doctors and PUSH their products i.e.products to convince doctors and PUSH their products i.e. from to Stockist to Retailer to Doctor.from to Stockist to Retailer to Doctor.
  32. 32. Push System Working In Acute Therapy SegmentPush System Working In Acute Therapy Segment Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?3232
  33. 33. Push System Working In Acute TherapyPush System Working In Acute Therapy SegmentSegment Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?3333  In this system, doctors and retailers are the core customers and theIn this system, doctors and retailers are the core customers and the major thrust is given to build and retain these customers.major thrust is given to build and retain these customers.  Here retailers are also core customer as most of the times they areHere retailers are also core customer as most of the times they are substituting the products based on their own discretion.substituting the products based on their own discretion.  In this push system products are being pushed in to the market soIn this push system products are being pushed in to the market so generally representatives place product orders from their stockist ongenerally representatives place product orders from their stockist on the basis of SKUs sold and schemes.the basis of SKUs sold and schemes.  In this pumping the goods in the market and ensuring more andIn this pumping the goods in the market and ensuring more and more primary sales i.e. from CFA to Stockist and availability ofmore primary sales i.e. from CFA to Stockist and availability of goods are major strategies.goods are major strategies.
  34. 34. Marketing ShiftMarketing Shift
  35. 35. Marketing till nowMarketing till now Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?3535  Till last decade especially there is paradigm shift in PharmaTill last decade especially there is paradigm shift in Pharma marketing.marketing.  The direct – to - consumer (DTC) pharmaceutical marketingThe direct – to - consumer (DTC) pharmaceutical marketing landscape was much more straightforward ten years ago.landscape was much more straightforward ten years ago.  MR was welcome every whereMR was welcome every where  He was looked as a source of information'sHe was looked as a source of information's  Doctors were happy just by MR meeting them, serving themDoctors were happy just by MR meeting them, serving them regularly.regularly.  Regular visit was the key for good amount of sale /Regular visit was the key for good amount of sale / prescriptions.prescriptions.
  36. 36. Marketing till nowMarketing till now contdcontd.. Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?3636  Distributers where egger to become your stockiestDistributers where egger to become your stockiest  Chemist was willing to display your goods.Chemist was willing to display your goods.  Splashy TV and print campaigns raised awareness of majorSplashy TV and print campaigns raised awareness of major conditions and increased demand for big name drugs by theconditions and increased demand for big name drugs by the patients.patients.  For the pharma co. i.e. was only one customers i.e. the doctorsFor the pharma co. i.e. was only one customers i.e. the doctors but today the end-user – the patients has good positive impactbut today the end-user – the patients has good positive impact on the doctors prescriptions as well as for the OTC products.on the doctors prescriptions as well as for the OTC products.  The consumer shift to new media and technology, especiallyThe consumer shift to new media and technology, especially for health and pharmaceutical information, is transforming thefor health and pharmaceutical information, is transforming the game.game.
  37. 37. Marketing till nowMarketing till now contdcontd.. Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?3737  Things have changeThings have change  And the change is more demanding and Pharma marketingAnd the change is more demanding and Pharma marketing is strugglingis struggling  Innovative digital campaigns in pharmaInnovative digital campaigns in pharma  Strict regulatory guidelinesStrict regulatory guidelines  Managing public and media scrutiny of DTC advertising.Managing public and media scrutiny of DTC advertising.
  38. 38. Key Factors Pushing New Media to theKey Factors Pushing New Media to the Forefront of Pharmaceutical MarketingForefront of Pharmaceutical Marketing Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?3838
  39. 39. Evolving Consumer Media MixEvolving Consumer Media Mix Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?3939
  40. 40. Evolving Consumer Media MixEvolving Consumer Media Mix Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?4040  One thing is clear in the ever-changing media landscape,One thing is clear in the ever-changing media landscape, it’s that the consumer is in control.it’s that the consumer is in control.  New Emerging channels provide more options forNew Emerging channels provide more options for obtaining news, entertainment and information.obtaining news, entertainment and information.  Traditional TV, print and radio sources no longer dominateTraditional TV, print and radio sources no longer dominate the consumer media mix the way they did ten years ago.the consumer media mix the way they did ten years ago.  Less than half of U.S. adults report watching all of theirLess than half of U.S. adults report watching all of their television programs live on their TV set, promptingtelevision programs live on their TV set, prompting companies to explore new strategies for reachingcompanies to explore new strategies for reaching consumers amidst the growing popularity of DVR, onlineconsumers amidst the growing popularity of DVR, online video, and mobile entertainment.video, and mobile entertainment.  In U.S. the online health information seeking has moreIn U.S. the online health information seeking has more than doubled since 2002 and online pharmaceuticalthan doubled since 2002 and online pharmaceutical information seeking has more than tripled in the sameinformation seeking has more than tripled in the same time period – up to over 145 million and about 95 milliontime period – up to over 145 million and about 95 million users, respectively.users, respectively.
  41. 41. Shifting Focus to Niche TherapiesShifting Focus to Niche Therapies Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?4141  As the pharma industry shifts its focus from blockbusterAs the pharma industry shifts its focus from blockbuster drugs to niche therapies, different marketing strategiesdrugs to niche therapies, different marketing strategies come into play.come into play.  While mass media campaigns were successful in raisingWhile mass media campaigns were successful in raising awareness of conditions of interest to a broad base ofawareness of conditions of interest to a broad base of individuals, promoting niche drugs requires precisionindividuals, promoting niche drugs requires precision targeting and fostering one-to-one relationships withtargeting and fostering one-to-one relationships with patients.patients.  Traditional broadcast media doesn’t necessarily fit in wellTraditional broadcast media doesn’t necessarily fit in well with this approach,with this approach,  but strategies around social media, search marketing,but strategies around social media, search marketing, behavioral targeted advertising, and the like can helpbehavioral targeted advertising, and the like can help marketers target better defined audiences and engagemarketers target better defined audiences and engage with them on a more personal level.with them on a more personal level.
  42. 42. Emerging Trends in Consumer UseEmerging Trends in Consumer Use of New Media and Technology forof New Media and Technology for HealthHealth Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?4242
  43. 43. Emerging Trends in Consumer Use of NewEmerging Trends in Consumer Use of New Media and Technology for HealthMedia and Technology for Health Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?4343  Following are the new trends useful for marketingFollowing are the new trends useful for marketing healthcare products to the doctors as well as the end-user –healthcare products to the doctors as well as the end-user – the patients.the patients. 1.1. Franchisee and PDCFranchisee and PDC 2.2. E detailing and LaptopE detailing and Laptop 3.3. OTC MarketingOTC Marketing 4.4. DTC AdvertisingDTC Advertising 5.5. Brand ambassadorBrand ambassador 6.6. Local radio, TV, cinemaLocal radio, TV, cinema 7.7. Evolving Use of TV, DVR,Evolving Use of TV, DVR, and Online Videoand Online Video 8.8. InternetInternet 9.9. Patients Engaging in WebPatients Engaging in Web for Health.for Health. 10.10. Going Mobile for HealthGoing Mobile for Health
  44. 44. Emerging Trends in Consumer Use of NewEmerging Trends in Consumer Use of New Media and Technology for HealthMedia and Technology for Health Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?4444 1.1. TelemarketingTelemarketing 2.2. Electronic MarketingElectronic Marketing -websites, the internet,-websites, the internet, email, CD-ROM's, DVD's,email, CD-ROM's, DVD's, etcetc 3.3. Direct MarketingDirect Marketing 4.4. Direct mailDirect mail 5.5. Display advertisingDisplay advertising 6.6. Directories - Yellow PagesDirectories - Yellow Pages and internetand internet 7.7. Brochures, leaflets andBrochures, leaflets and printed materialprinted material 8.8. 'Door to door' leaflets and'Door to door' leaflets and advertising distributionadvertising distribution 9.9. Posters sites and hoardingsPosters sites and hoardings 10.10. Viral MarketingViral Marketing 11.11. Word of mouthWord of mouth 12.12. Networking and clubsNetworking and clubs 13.13. TelemarketingTelemarketing 14.14. eMarketingeMarketing 15.15. Guide books, hand-booksGuide books, hand-books and newslettersand newsletters 16.16. Internet Marketing andInternet Marketing and Promotion: InternetPromotion: Internet Advertising.Advertising. 17.17. Press And Public RelationsPress And Public Relations 18.18. Mergers & AcquisitionsMergers & Acquisitions 19.19. Emerging MarketsEmerging Markets 20.20. Open days and exhibitionsOpen days and exhibitions
  45. 45. 1) Franchisee and Propaganda cum1) Franchisee and Propaganda cum DistributionDistribution Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?4545  Franchisee or PDC is not new to the pharma Industry, itFranchisee or PDC is not new to the pharma Industry, it has being operating for decades .has being operating for decades .  In this system The marketing co. takes the right from theIn this system The marketing co. takes the right from the manufacturing co. to market its brands to the givenmanufacturing co. to market its brands to the given territory or regionterritory or region  Or A marketing co. give rights to markets its brand to theOr A marketing co. give rights to markets its brand to the third party for a given territory or a particular region.third party for a given territory or a particular region.  Alembic has give its franchisee to four co. for west, north,Alembic has give its franchisee to four co. for west, north, south and east.south and east.
  46. 46. 2) E- Detailing2) E- Detailing Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?4646  Electronic detailing with the help of laptop is a newElectronic detailing with the help of laptop is a new immerging trend to attract the doctors attentions.immerging trend to attract the doctors attentions.  Mostly it is done by the ASM and the above level asMostly it is done by the ASM and the above level as distributing laptops to all the field force is a costly affairs.distributing laptops to all the field force is a costly affairs.  The marketing team can have animations and moreThe marketing team can have animations and more scientific detailing to explain complex issue.scientific detailing to explain complex issue.
  47. 47. 3) OTC3) OTC Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?4747  In last 4-5 years we have seen many prescriptions productsIn last 4-5 years we have seen many prescriptions products are available over the counter – Crocin, Benadryl, etc.are available over the counter – Crocin, Benadryl, etc.  Even neutraceuticals products like food supplements andEven neutraceuticals products like food supplements and antioxidants are available without prescriptions.antioxidants are available without prescriptions.  OTC is a huge market wherein the communicationsOTC is a huge market wherein the communications strategy should be two fold catering the prescribingstrategy should be two fold catering the prescribing customers – doctors as well as the end-user.customers – doctors as well as the end-user.
  48. 48. 4) DTC4) DTC Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?4848  Direct to the customers is again the latest trend speciallyDirect to the customers is again the latest trend specially for the non prescriptions product.for the non prescriptions product.  Various medium can be used to market the pharmaVarious medium can be used to market the pharma product directly to the customers like- TV, Radio, Website,product directly to the customers like- TV, Radio, Website, Mailers, Email, online shopping etc.Mailers, Email, online shopping etc.
  49. 49. 5) Brand ambassador5) Brand ambassador Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?4949  Healthcare industry has also started to rely on the brandHealthcare industry has also started to rely on the brand ambassador .ambassador .  Brand ambassador is a person well know personality /Brand ambassador is a person well know personality / celebrities either from films or sports.celebrities either from films or sports.  E.g. Amitab Bachan for Himalaya , Jagjit Singh for Torrent –E.g. Amitab Bachan for Himalaya , Jagjit Singh for Torrent – TorexTorex
  50. 50. 6) Local radio, TV, cinema6) Local radio, TV, cinema Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?5050  Other forms of targeted media advertising, are TV andOther forms of targeted media advertising, are TV and radio especially FM radio are increasingly used by smallerradio especially FM radio are increasingly used by smaller haelthcare industry specially clinics like- Batrahaelthcare industry specially clinics like- Batra Homeopathic and VLCLHomeopathic and VLCL  Cost of production can be a significant factor.Cost of production can be a significant factor.
  51. 51. 7) Evolving Use of TV, DVR, and Online7) Evolving Use of TV, DVR, and Online VideoVideo Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?5151  Digital video recording, faster broadband speeds, and anDigital video recording, faster broadband speeds, and an increase in rich media content have transformed the wayincrease in rich media content have transformed the way that consumers obtain news, entertainment, andthat consumers obtain news, entertainment, and information.information.  Less than half of U.S. adults watch all of their televisionLess than half of U.S. adults watch all of their television programs live when it airs , patients are watchingprograms live when it airs , patients are watching streaming or downloaded TV programs on the Internet.streaming or downloaded TV programs on the Internet.  Some brand teams are starting to experiment with onlineSome brand teams are starting to experiment with online video and other rich media promotionvideo and other rich media promotion  But digital marketing faces the same regulatory challengesBut digital marketing faces the same regulatory challenges as other forms of DTC advertising.as other forms of DTC advertising.
  52. 52. 8) Internet8) Internet Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?5252  Producing your own information and managing e-Producing your own information and managing e- commerce on the internet is now viable for even very smallcommerce on the internet is now viable for even very small businesses.businesses.  For consumer businesses especially OTC products , foodFor consumer businesses especially OTC products , food supplement, antioxidants the on-line shopping boomsupplement, antioxidants the on-line shopping boom began several years agobegan several years ago  If you are supplying consumer products that can be shippedIf you are supplying consumer products that can be shipped easily through the post or a carrier online shopping is theeasily through the post or a carrier online shopping is the best options.best options.
  53. 53. 9) Patients Engaging in Web for Health9) Patients Engaging in Web for Health Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?5353  Over 60 million U.S. adults are using social mediaOver 60 million U.S. adults are using social media applications for healthcare and medical purposes.applications for healthcare and medical purposes.  These outlets have become important resources forThese outlets have become important resources for patients and caregivers forpatients and caregivers for  seeking to connect with others for advice and treatmentseeking to connect with others for advice and treatment experiencesexperiences  offering a convenient and – to an extent – anonymousoffering a convenient and – to an extent – anonymous way to connect with others dealing with similarway to connect with others dealing with similar conditions.conditions.  Popular activities includePopular activities include  visiting health-related message boardsvisiting health-related message boards  reading and contributing to health blogs,reading and contributing to health blogs,  posting health content online,posting health content online,  using online patient support groups.using online patient support groups.
  54. 54. Patients Engaging in Web for HealthPatients Engaging in Web for Health contdcontd.. Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?5454  Growing number of patients which are rating prescriptionGrowing number of patients which are rating prescription drugs and treatments on sites likedrugs and treatments on sites like  iGuard.org,iGuard.org,  DailyStrength.org,DailyStrength.org,  PatientsLikeMe,PatientsLikeMe,  WebMD.WebMD.  A visit to DailyStrength.org reveals almostA visit to DailyStrength.org reveals almost  nine thousand reviews of Zoloftnine thousand reviews of Zoloft  over five and a half thousand reviews of Seroquelover five and a half thousand reviews of Seroquel  This shows how important it is for companies to considerThis shows how important it is for companies to consider how to best monitor, solicit, or respond to reviews andhow to best monitor, solicit, or respond to reviews and comments in these forums.comments in these forums.
  55. 55. Patients Engaging in Web for HealthPatients Engaging in Web for Health contdcontd.. Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?5555
  56. 56. Patients Engaging in Web for HealthPatients Engaging in Web for Health contdcontd.. Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?5656
  57. 57. Patients Engaging in Web for HealthPatients Engaging in Web for Health contdcontd.. Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?5757
  58. 58. Patients Engaging in Web for HealthPatients Engaging in Web for Health contdcontd.. Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?5858
  59. 59. Patients Engaging in Web for HealthPatients Engaging in Web for Health contdcontd.. Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?5959
  60. 60. Patients Engaging in Web for HealthPatients Engaging in Web for Health contdcontd.. Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?6060
  61. 61. 10) Going Mobile for Health10) Going Mobile for Health Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?6161  Consumers using mobile devices to manage theirConsumers using mobile devices to manage their healthcare are still early adopters, but are increasing inhealthcare are still early adopters, but are increasing in number - over 10 million U.S. adults currently use their cellnumber - over 10 million U.S. adults currently use their cell phones and smartphones to look up health and medicalphones and smartphones to look up health and medical information.information.  Many advertisers, especially those in pharma, have beenMany advertisers, especially those in pharma, have been wary about jumping full force into the mobile marketingwary about jumping full force into the mobile marketing arenaarena  But due to growing market and new platforms majorBut due to growing market and new platforms major players like Research in Motion and Apple are opening upplayers like Research in Motion and Apple are opening up new ways to engage with consumers in the space.new ways to engage with consumers in the space.  But opportunities do exist for innovative marketers -But opportunities do exist for innovative marketers - especially for chronic diseases .especially for chronic diseases .
  62. 62. 11) Telemarketing11) Telemarketing Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?6262  Using telemarketing staff or a telemarketing agency is aUsing telemarketing staff or a telemarketing agency is a proven method of marketing.proven method of marketing.  If well-managed, telemarketing can be an extremely good andIf well-managed, telemarketing can be an extremely good and cost-effective method for generating sales enquiries, sellingcost-effective method for generating sales enquiries, selling products and services and making appointments for sales staff.products and services and making appointments for sales staff.  A good CRM computer system to manage lists, data, follow-upA good CRM computer system to manage lists, data, follow-up and outcomes, is normally essential for telemarketingand outcomes, is normally essential for telemarketing
  63. 63. 12) Online and electronic media12) Online and electronic media Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?6363  Online and electronic media are fast becoming the most flexibleOnline and electronic media are fast becoming the most flexible and dynamic advertising methods of all.and dynamic advertising methods of all.  Conventional printed sales and marketing materials of all typesConventional printed sales and marketing materials of all types (from newspapers and magazines, to brochures and business(from newspapers and magazines, to brochures and business cards) are becoming obsolete as customers look to the internetcards) are becoming obsolete as customers look to the internet (via phones, pc's, laptops, PDA's and in the future TV too) for(via phones, pc's, laptops, PDA's and in the future TV too) for quick, up-to-the-minute information about products, services andquick, up-to-the-minute information about products, services and suppliers of all sorts.suppliers of all sorts.  As people's use of the internet increases, so does the internet'sAs people's use of the internet increases, so does the internet's potency as a vehicle for advertising and marketing too.potency as a vehicle for advertising and marketing too.  As the internet extends progressively to mobile phones andAs the internet extends progressively to mobile phones and hand-held devices (PDA's - Personal Digital Assistants), thehand-held devices (PDA's - Personal Digital Assistants), the opportunity and necessity to make use of online and web-relatedopportunity and necessity to make use of online and web-related marketing methods becomes increasingly irresistible.marketing methods becomes increasingly irresistible.
  64. 64. 13) Internet and Email13) Internet and Email Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?6464  The internet and email provide unprecedented opportunityThe internet and email provide unprecedented opportunity for radically new methods of promotion and advertising,for radically new methods of promotion and advertising, such assuch as  Viral marketingViral marketing  RSS (Really Simple Syndication) of educationalRSS (Really Simple Syndication) of educational  informative articlesinformative articles  NewsgroupsNewsgroups  ForumsForums  email newsletters and campaignsemail newsletters and campaigns  Internet listingsInternet listings  internet directories advertisinginternet directories advertising  'pay-per-click' advertising'pay-per-click' advertising  many other new ideasmany other new ideas
  65. 65. 14) Basic Digital Marketing method14) Basic Digital Marketing method Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?6565  Modern and emerging digital and web-related advertisingModern and emerging digital and web-related advertising marketing methods offer audience 'reach', precision ofmarketing methods offer audience 'reach', precision of targeting, level of fine-tuning and control, measurementtargeting, level of fine-tuning and control, measurement and analysis, and cost-effectiveness that conventionaland analysis, and cost-effectiveness that conventional advertising media simply cannot match.advertising media simply cannot match.  Aside from the more complex functionality of modernAside from the more complex functionality of modern digital marketing methods, at a basic level,digital marketing methods, at a basic level,  WebsitesWebsites  CD ROM'sCD ROM's  DVD'sDVD's  These are of the same origination and set-up, very feasibleThese are of the same origination and set-up, very feasible user-friendly, inter-active digital format and sensible touser-friendly, inter-active digital format and sensible to produce all sales literature and brochures etc.produce all sales literature and brochures etc.
  66. 66. 15) Display advertising15) Display advertising Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?6666  Display advertisement is different from classified advertisementDisplay advertisement is different from classified advertisement  It is taking of advertising space in the editorial sections of magazinesIt is taking of advertising space in the editorial sections of magazines or newspapers, as opposed to the classified sections, which are a lessor newspapers, as opposed to the classified sections, which are a less expensive, and generally lower performing method.expensive, and generally lower performing method.  The publications provides their 'Media Pack', which gives full detailsThe publications provides their 'Media Pack', which gives full details of all the types of display advertising available, for how much,of all the types of display advertising available, for how much, together with schemes etc. Info about their readership profile andtogether with schemes etc. Info about their readership profile and circulation.circulation.  For good response ratesFor good response rates  Distributions of Free coupon etc.Distributions of Free coupon etc.  Free-phone telephone numbersFree-phone telephone numbers  Free-post addresses .Free-post addresses .  Display advertising is concerned with image-building and creatingDisplay advertising is concerned with image-building and creating awareness.awareness.
  67. 67. 16) Directories - Yellow Pages16) Directories - Yellow Pages Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?6767  A business telephone line normally gives free Yellow PagesA business telephone line normally gives free Yellow Pages under a single classification.under a single classification.  Directories Books are published annually, at different datesDirectories Books are published annually, at different dates throughout the country.throughout the country.  These directories are often good ways to generateThese directories are often good ways to generate enquiries for consumer businesses, but are not appropriateenquiries for consumer businesses, but are not appropriate for all types of business-to-business sectors.for all types of business-to-business sectors.
  68. 68. 17) Directories - internet17) Directories - internet Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?6868  Internet directories and specialist search engines are anInternet directories and specialist search engines are an increasingly effective way to advertise and market yourincreasingly effective way to advertise and market your services, because so many customers now use these listingsservices, because so many customers now use these listings to find suppliers.to find suppliers.
  69. 69. 18) Brochures, leaflets and printed material18) Brochures, leaflets and printed material Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?6969  Brochures and leaflets can be used for a variety ofBrochures and leaflets can be used for a variety of purposes, and can be distributed in different ways.purposes, and can be distributed in different ways.  The aim of a brochure is foremost to generate newThe aim of a brochure is foremost to generate new business through providing information in a way thatbusiness through providing information in a way that appeals to the reader.appeals to the reader.
  70. 70. 19) 'Door to door' leaflets and advertising19) 'Door to door' leaflets and advertising distributiondistribution Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?7070  Large quantity leaflet drops to consumer households andLarge quantity leaflet drops to consumer households and business addresses, without the need for envelopes or normalbusiness addresses, without the need for envelopes or normal postal charges, through postal servicespostal charges, through postal services  The leaflet is delivered during the normal post, or at otherThe leaflet is delivered during the normal post, or at other times of the day if required.times of the day if required.  Demographic targeting, based on postcodes and populationDemographic targeting, based on postcodes and population census data is possible.census data is possible.  Other specialised household distributors provide similarOther specialised household distributors provide similar services, sometimes incorporated within local newspaperservices, sometimes incorporated within local newspaper deliveries.deliveries.
  71. 71. 20) Posters sites (hoardings)20) Posters sites (hoardings) Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?7171  For advertising considered as public information a variety ofFor advertising considered as public information a variety of poster sites are free for NGOs and Govt.poster sites are free for NGOs and Govt.  Paid sites are available along roadside hoardings, buses, taxis,Paid sites are available along roadside hoardings, buses, taxis, Railways platform, Train , sports grounds etc.Railways platform, Train , sports grounds etc.  Anywhere that people pass or gather in large numbers is aAnywhere that people pass or gather in large numbers is a potential poster site, and as with printed media, audiencepotential poster site, and as with printed media, audience profile information is usually available.profile information is usually available.  New sites are being discovered and exploited all the time,New sites are being discovered and exploited all the time, such assuch as  Supermarket trolleys and floorsSupermarket trolleys and floors  Table napkinsTable napkins  Public conveniencesPublic conveniences  The media extends now into continuous video at postThe media extends now into continuous video at post offices and railway stations and airport etc.offices and railway stations and airport etc.
  72. 72. 21) Open days and exhibitions21) Open days and exhibitions Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?7272  The advantage of personal contact , talk to your potentialThe advantage of personal contact , talk to your potential customers, dramatically increases the chances of getting yourcustomers, dramatically increases the chances of getting your message across.message across.  But there is a limit to how many people you can target andBut there is a limit to how many people you can target and access using these methods.access using these methods.  Events of this nature offer good possibilities for follow-up PREvents of this nature offer good possibilities for follow-up PR activity, which can contribute greatly to building a customer-activity, which can contribute greatly to building a customer- friendly image.friendly image.
  73. 73. 22) Social Media Pharma Marketing22) Social Media Pharma Marketing Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?7373  It is generally agreed that the return on investments (ROI)It is generally agreed that the return on investments (ROI) for traditional media like print and TV is declining.for traditional media like print and TV is declining.  A new approach in pharma marketing is needed and isA new approach in pharma marketing is needed and is actively being pursued by pharma marketers and their adactively being pursued by pharma marketers and their ad agencies.agencies.  These new tools - lumped under the heading "socialThese new tools - lumped under the heading "social networking“ are big topics of discussion at manynetworking“ are big topics of discussion at many pharmaceutical marketing conferences.pharmaceutical marketing conferences.  The question is, will pharma marketers embrace them, learnThe question is, will pharma marketers embrace them, learn how to use them, and will they see benefits?how to use them, and will they see benefits?
  74. 74. 23) Mergers & Acquisitions23) Mergers & Acquisitions Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?7474  The generic pharmaceutical sector has witnessed anThe generic pharmaceutical sector has witnessed an unprecedented level of mergers & acquisitions (M&A)unprecedented level of mergers & acquisitions (M&A) activity in recent years.activity in recent years.  Companies are engaging in merger activity to strengthenCompanies are engaging in merger activity to strengthen their strategic positioning in response to the changingtheir strategic positioning in response to the changing competitive landscape in the industry.competitive landscape in the industry.  In a growing global generic market, having adequate scaleIn a growing global generic market, having adequate scale and financial strength will be key attributes to manageand financial strength will be key attributes to manage  Pressure on pricing and marginsPressure on pricing and margins  Capture growth opportunities globallyCapture growth opportunities globally  Establish a competitive cost baseEstablish a competitive cost base  Able to pursue high valueAble to pursue high value
  75. 75. 24) Sales Promotion.24) Sales Promotion.
  76. 76. Sales promotionSales promotion Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?7676  Sales promotion is any initiative undertaken by an organisationSales promotion is any initiative undertaken by an organisation to promote an increase in sales, usage or trial of a product orto promote an increase in sales, usage or trial of a product or serviceservice  i.e. initiatives that are not covered by the other elements ofi.e. initiatives that are not covered by the other elements of the marketing communications or promotions mix.the marketing communications or promotions mix.  Sales promotions are varied.Sales promotions are varied.  E.g. of some popular sales promotions activities:E.g. of some popular sales promotions activities:
  77. 77. Sales promotionSales promotion contdcontd.. Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?7777 1) Buy-One-Get-One-Free (BOGOF)1) Buy-One-Get-One-Free (BOGOF)  Which is an example of a self-liquidating promotion.Which is an example of a self-liquidating promotion.  For example if a loaf of bread is priced at Re. 7, and cost Re. 1For example if a loaf of bread is priced at Re. 7, and cost Re. 1 to manufacture, if you sell two for Re 7, you are still in profit -to manufacture, if you sell two for Re 7, you are still in profit - especially if there is a corresponding increase in sales.especially if there is a corresponding increase in sales.  This is known as a PREMIUM sales promotion tactic.This is known as a PREMIUM sales promotion tactic. 2) Customer Relationship Management (CRM) incentives2) Customer Relationship Management (CRM) incentives  Such as bonus points or money off coupons.Such as bonus points or money off coupons.  There are many examples of CRM, from banks toThere are many examples of CRM, from banks to supermarkets.supermarkets.
  78. 78. Sales promotionSales promotion contdcontd.. Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?7878 3) Merchandising additions3) Merchandising additions  such as dump bins, point-of-sale materials and productsuch as dump bins, point-of-sale materials and product demonstrations.demonstrations. 4) Free gifts4) Free gifts  e.g. Subway gave away a card with six spaces for stickers withe.g. Subway gave away a card with six spaces for stickers with each sandwich purchase. Once the card was full the consumereach sandwich purchase. Once the card was full the consumer was given a free sandwich.was given a free sandwich. 5) Discounted prices5) Discounted prices  e.g. Budget airline such as Goair /air deccan , e-mail theire.g. Budget airline such as Goair /air deccan , e-mail their customers with the latest low-price deals once new flights arecustomers with the latest low-price deals once new flights are released, or additional destinations are announced.released, or additional destinations are announced. 6) Vouchers and coupons,6) Vouchers and coupons, often seen in newspapers andoften seen in newspapers and magazines, on packs.magazines, on packs.
  79. 79. Sales promotionSales promotion contdcontd.. Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?7979 7) New media - Websites and mobile phones that support a sales7) New media - Websites and mobile phones that support a sales promotion.promotion.  Nestle printed individual codes on KIT-KAT packaging, whereby aNestle printed individual codes on KIT-KAT packaging, whereby a consumer would enter the code into a dynamic website to see ifconsumer would enter the code into a dynamic website to see if they had won a prize.they had won a prize.  Consumers could also text codes via their mobile phones to theConsumers could also text codes via their mobile phones to the same effect.same effect. 8) Joint promotions8) Joint promotions between brands owned by a company, or withbetween brands owned by a company, or with another company's brands.another company's brands.  For example fast food restaurants often run sales promotionsFor example fast food restaurants often run sales promotions where toys, relating to a specific movie release, are given away withwhere toys, relating to a specific movie release, are given away with promoted meals.promoted meals.
  80. 80. Sales promotionSales promotion contdcontd.. Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?8080 9) Free samples9) Free samples (aka. sampling) e.g. tasting of food and drink at(aka. sampling) e.g. tasting of food and drink at sampling points in supermarkets. For example Red Bull (asampling points in supermarkets. For example Red Bull (a caffeinated fizzy drink) was given away to potential consumers atcaffeinated fizzy drink) was given away to potential consumers at supermarkets, in high streets and at petrol stations (by asupermarkets, in high streets and at petrol stations (by a promotions team).promotions team). 10) Competitions and prize draws,10) Competitions and prize draws, in newspapers, magazines, on thein newspapers, magazines, on the TV and radio, on The Internet, and on packs.TV and radio, on The Internet, and on packs. 11) Cause-related and fair-trade products11) Cause-related and fair-trade products that raise money forthat raise money for charities, and the less well off farmers and producers, are becomingcharities, and the less well off farmers and producers, are becoming more popular.more popular. 12) Finance deals12) Finance deals - 0% finance over 3 years on selected vehicles.- 0% finance over 3 years on selected vehicles.
  81. 81. Sales promotionSales promotion contdcontd.. Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?8181  Many of the examples above are focused upon consumers.Many of the examples above are focused upon consumers. Don't forget that promotions can be aimed at wholesalesDon't forget that promotions can be aimed at wholesales and distributors as well.and distributors as well.  These are known as Trade SalesThese are known as Trade Sales  Promotions.Promotions.  E.g. it might include joint promotions between aE.g. it might include joint promotions between a  manufacturer and a distributor,manufacturer and a distributor,  sales promotion leaflets and other materials (such as T-sales promotion leaflets and other materials (such as T- shirts),shirts),  incentives for distributor sales people and their retailincentives for distributor sales people and their retail clients.clients.
  82. 82. 25) eMarketing25) eMarketing
  83. 83. eMarketingeMarketing Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?8383  eMarketing is essentially part of marketing.eMarketing is essentially part of marketing.  The American Marketing Association (AMA) definition (2004) is asThe American Marketing Association (AMA) definition (2004) is as follows:follows:  Marketing is an organizational function and a set of processes forMarketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and forcreating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organizationmanaging customer relationships in ways that benefit the organization and its stakeholders.and its stakeholders.  Therefore eMarketing by its very nature is one aspect of anTherefore eMarketing by its very nature is one aspect of an organizational function and a set of processes for creating,organizational function and a set of processes for creating, communicating and delivering value to customers and for managingcommunicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and itscustomer relationships in ways that benefit the organization and its stakeholders.stakeholders.  As such an aspect, eMarketing has its own approaches and tools thatAs such an aspect, eMarketing has its own approaches and tools that contribute to the achievement of marketing goals and objectives.contribute to the achievement of marketing goals and objectives.  This also helps us to differentiate between eMarketing and E-This also helps us to differentiate between eMarketing and E- commerce, since E-Commerce is simply buying and selling online.commerce, since E-Commerce is simply buying and selling online.
  84. 84. Difference between eMarketing andDifference between eMarketing and internet or web marketinginternet or web marketing Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?8484  There is no real difference between eMarketing and internet orThere is no real difference between eMarketing and internet or web marketing.web marketing.  However, with the arrival of mobile technologies such as PDA'sHowever, with the arrival of mobile technologies such as PDA's and 3G mobile phones, as well as Interactive Television, bothand 3G mobile phones, as well as Interactive Television, both terms tend to be stretched to include these new mediaterms tend to be stretched to include these new media technologies.technologies.  On the other hand, others would see eMarketing and internet orOn the other hand, others would see eMarketing and internet or web marketing as subtly different, for example Chaffey (below):web marketing as subtly different, for example Chaffey (below):  internetinternet [or web][or web] marketing is achieving marketing objectivesmarketing is achieving marketing objectives through applying digital technologies.through applying digital technologies. (Chaffey 2006)(Chaffey 2006)  eMarketing is achieving marketing objectives through use ofeMarketing is achieving marketing objectives through use of electronic communications technology.electronic communications technology. (Chaffey 2006)(Chaffey 2006)  Whilst this distinction is wholly acceptable, it is difficult to seeWhilst this distinction is wholly acceptable, it is difficult to see where the distinction lies between digital technologies andwhere the distinction lies between digital technologies and electronic communications technologies, especially with theelectronic communications technologies, especially with the convergence of technologies such as mobile devices.convergence of technologies such as mobile devices.
  85. 85. eMarketing toolseMarketing tools Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?8585  The Internet has a number of tools to offer to the marketer.The Internet has a number of tools to offer to the marketer. 1.1. A company can distribute via the Internet e.g. Amazon.com.A company can distribute via the Internet e.g. Amazon.com. 2.2. A company can use the Internet as a way of building andA company can use the Internet as a way of building and maintaining a customer relationship e.g. Dell.com.maintaining a customer relationship e.g. Dell.com. 3.3. Money collection part of a transaction could be done onlineMoney collection part of a transaction could be done online e.g. electricity and telephone bills.e.g. electricity and telephone bills. 4.4. Leads can be generated by attracting potential customers toLeads can be generated by attracting potential customers to sign-up for short periods of time, before signing up for thesign-up for short periods of time, before signing up for the long-term.long-term. 5.5. The Internet could be used for advertising e.g. GoogleThe Internet could be used for advertising e.g. Google Adwords.Adwords. 6.6. The web can be used as a way of collecting direct responsesThe web can be used as a way of collecting direct responses e.g. as part of a voting system for a game show.e.g. as part of a voting system for a game show.
  86. 86. Marketers plan for eMarketingMarketers plan for eMarketing Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?8686  There are two ways of looking at this.There are two ways of looking at this. 1.1. An existing organization may embark upon some eMarketing as partAn existing organization may embark upon some eMarketing as part of their marketing plan.of their marketing plan. 2.2. An organization trades solely on the Internet and so their marketingAn organization trades solely on the Internet and so their marketing plan focuses purely on eMarketing.plan focuses purely on eMarketing.  The marketing plan in either case is the next step, whether focusedThe marketing plan in either case is the next step, whether focused upon eMarketing or all marketing.upon eMarketing or all marketing.  eMarketing plan - acronym AOSTC .eMarketing plan - acronym AOSTC .  A - Audit - An audit of internal strengths and weaknesses, anA - Audit - An audit of internal strengths and weaknesses, an external opportunities and threats.external opportunities and threats.  O - Objectives - eMarketing objectives.O - Objectives - eMarketing objectives.  S - Strategy - eMarketing strategies.S - Strategy - eMarketing strategies.  T - Tactics - an eMarketing mix.T - Tactics - an eMarketing mix.  C - Controls - measuring the performance of our eMarketing plan.C - Controls - measuring the performance of our eMarketing plan.
  87. 87. eMarketing MixeMarketing Mix
  88. 88. eMarketing MixeMarketing Mix Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?8888  TheThe eMarketing MixeMarketing Mix is essentially the same as the marketingis essentially the same as the marketing mix.mix.  It is simply the adaptation of price, place, product andIt is simply the adaptation of price, place, product and promotion to the eMarketing context.promotion to the eMarketing context.  Of course one could also include physical evidence, people andOf course one could also include physical evidence, people and process when marketing planning for an online service.process when marketing planning for an online service.  eMarketing PriceeMarketing Price  The Internet has influenced how online businesses price in aThe Internet has influenced how online businesses price in a number of ways.number of ways.  eMarketing PlaceeMarketing Place  Internet is an additional channel that enhances or replacesInternet is an additional channel that enhances or replaces their traditional channel(s) ortheir traditional channel(s) or placeplace..
  89. 89. eMarketing MixeMarketing Mix contdcontd.. Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?8989  eMarketing ProducteMarketing Product  Tools for product decision-making - Product Life Cycle (PLC)Tools for product decision-making - Product Life Cycle (PLC)  eMarketing PromotioneMarketing Promotion  Ways of increasing the popularity of your website by looking atWays of increasing the popularity of your website by looking at the internal optimization of the website itself.the internal optimization of the website itself.  It considers many important ways of building your traffic,It considers many important ways of building your traffic, including Search Engine Optimization (SEO) approaches.including Search Engine Optimization (SEO) approaches.
  90. 90. 26) Internet Marketing and26) Internet Marketing and Promotion: Internet Advertising.Promotion: Internet Advertising.
  91. 91. Pay-Per-Click Advertising - Google Adwords.Pay-Per-Click Advertising - Google Adwords. Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?9191 Adwords and Overture and YahooAdwords and Overture and Yahoo  Adwords is a very targeted and controllable way of onlineAdwords is a very targeted and controllable way of online advertising - hence the huge rises in income and profit foradvertising - hence the huge rises in income and profit for Google over recent times.Google over recent times.  Overture is the Yahoo equivalent of Google's Adwords.Overture is the Yahoo equivalent of Google's Adwords.  Google Adwords is a cost-per-click (CPC) online advertisingGoogle Adwords is a cost-per-click (CPC) online advertising program.program.  It means that you decide upon a keyword that relates closelyIt means that you decide upon a keyword that relates closely to your product or service.to your product or service.  Using Google's tools, you price how much it would cost yourUsing Google's tools, you price how much it would cost your per-click for your chosen keyword.per-click for your chosen keyword.
  92. 92. Pay-Per-Click AdvertisingPay-Per-Click Advertising contdcontd.. Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?9292  You can allocate a budget, and pay Google by credit card.You can allocate a budget, and pay Google by credit card.  You can control the length of your campaign, or end it as soonYou can control the length of your campaign, or end it as soon as the money runs out.as the money runs out.  Adverts appear alongside Google search results - so go toAdverts appear alongside Google search results - so go to Google and search for 'marketing.' The ad's appearing alongGoogle and search for 'marketing.' The ad's appearing along side the main search results are CPC.side the main search results are CPC.  Ad's also appear on selected content websitesAd's also appear on selected content websites  You only pay for adverts that get clicked - not for page views -You only pay for adverts that get clicked - not for page views - so you pay nothing if your advert is simply viewed.so you pay nothing if your advert is simply viewed.  There is also an opportunity for 'Smart Pricing' whereby youThere is also an opportunity for 'Smart Pricing' whereby you pay more for the advert if a sale is guaranteedpay more for the advert if a sale is guaranteed
  93. 93. Affiliate Marketing.Affiliate Marketing. Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?9393  Affiliate Marketing is where an organization offers andAffiliate Marketing is where an organization offers and incentive to other web-based organizations to market theincentive to other web-based organizations to market the products or services that it offers.products or services that it offers.  So a company selling surfboards could have an affiliateSo a company selling surfboards could have an affiliate program that is offered to other web-based organizationsprogram that is offered to other web-based organizations that offer information on surfing destinations.that offer information on surfing destinations.  The affiliate program is supplied by one organization -The affiliate program is supplied by one organization - whereas the 'affiliate' is the website that promotes onwhereas the 'affiliate' is the website that promotes on behalf of the supplying organization.behalf of the supplying organization.  Affiliate marketing is a basic agency arrangement. There isAffiliate marketing is a basic agency arrangement. There is rarely any pay-per-click cash, but affiliates take ararely any pay-per-click cash, but affiliates take a commission on any goods sold as a result of the click.commission on any goods sold as a result of the click.
  94. 94. Affiliate Marketing.Affiliate Marketing. ContdContd.. Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?9494  Affiliate marketing sees a banners advert or a text advertAffiliate marketing sees a banners advert or a text advert placed upon an affiliate's website.placed upon an affiliate's website.  When the advert attracts a click, the visitor is takenWhen the advert attracts a click, the visitor is taken through to the site that originated the affiliate program.through to the site that originated the affiliate program.  No cash changes hands until there is a sale, but affiliateNo cash changes hands until there is a sale, but affiliate rewards tend to be higher than regular pay-per-click.rewards tend to be higher than regular pay-per-click.
  95. 95. Offline Promotions Strategies.Offline Promotions Strategies. Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?9595 Suitable approaches to offline promotion:Suitable approaches to offline promotion:  Create a media release or announce a media conferenceCreate a media release or announce a media conference regarding your website.regarding your website.  Advertise using other media such as TV, billboards, radio,Advertise using other media such as TV, billboards, radio, newspapers and magazines, or the cinema.newspapers and magazines, or the cinema.  Send out direct mail shots and run campaigns.Send out direct mail shots and run campaigns.  Print your domain name and e-mail contact addressesPrint your domain name and e-mail contact addresses upon all of your corporate material.upon all of your corporate material.  Offer free products and services. FREE is one of the mostOffer free products and services. FREE is one of the most powerful words in marketing.powerful words in marketing.  Provide free material e.g. fact sheets or guides that couldProvide free material e.g. fact sheets or guides that could be posted or e-mailed to customers.be posted or e-mailed to customers.  Offer competitions or quizzes (with prizes when possible).Offer competitions or quizzes (with prizes when possible).  And many, many others . . .And many, many others . . .
  96. 96. 27) Emerging Markets27) Emerging Markets Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?9696  India's pharmaceutical sector is currently undergoingIndia's pharmaceutical sector is currently undergoing unprecedented change.unprecedented change.  Much of this is due to the country's introduction, on 1stMuch of this is due to the country's introduction, on 1st January, 2005, of a system of product patents.January, 2005, of a system of product patents.  A further huge boost to the local market is emerging fromA further huge boost to the local market is emerging from the rise of India's new affluent consumers, who lead morethe rise of India's new affluent consumers, who lead more Western-style lives and are demanding innovative drugs toWestern-style lives and are demanding innovative drugs to treat the chronic illnesses that these changing lifestylestreat the chronic illnesses that these changing lifestyles may produce.may produce.  India's leading drug manufacturers are becoming globalIndia's leading drug manufacturers are becoming global players, utilising both organic growth, through the gradualplayers, utilising both organic growth, through the gradual development of their business, and mergers anddevelopment of their business, and mergers and acquisitions as they seek to boost their presence in existingacquisitions as they seek to boost their presence in existing markets and open up new ones.markets and open up new ones.
  97. 97. 28) Press And Public Relations28) Press And Public Relations (PR)(PR)
  98. 98. Press And Public Relations (PR)Press And Public Relations (PR) Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?9898  The press release is the most under-rated form ofThe press release is the most under-rated form of advertising.advertising.  Because it's freeBecause it's free  PR is a single, broad concept. It is broad since it contains soPR is a single, broad concept. It is broad since it contains so many elements.many elements.  PR are any purposeful communications between anPR are any purposeful communications between an organisation and its publics that aim to generate goodwill.organisation and its publics that aim to generate goodwill.  Publics, put simply, are its stakeholders.Publics, put simply, are its stakeholders.  PR is proactive and future orientated, and has the goal ofPR is proactive and future orientated, and has the goal of building and maintaining a positive perception of anbuilding and maintaining a positive perception of an organisation in the mind of its publics.organisation in the mind of its publics.  This is often referred to as goodwill.This is often referred to as goodwill.
  99. 99. Public Relations (PR)Public Relations (PR) Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?9999  It is difficult to pin point the difference between marketingIt is difficult to pin point the difference between marketing communications and PR since there is a lot of crossover.communications and PR since there is a lot of crossover.  This makes it a tricky concept to learn.This makes it a tricky concept to learn.  PR is often expensive, and not free, as some definitionsPR is often expensive, and not free, as some definitions would have you believe.would have you believe.  PR agencies are not cheap.PR agencies are not cheap.  Below are some of the approaches that are oftenBelow are some of the approaches that are often considered under the PR banner.considered under the PR banner. 1.1. Interviews and photo-calls.Interviews and photo-calls. 2.2. Speeches, presentations and speech writing.Speeches, presentations and speech writing. 3.3. Corporate literature e.g. financial reports.Corporate literature e.g. financial reports. 4.4. SeminarsSeminars
  100. 100. Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?100100
  101. 101. Interviews and photo-calls.Interviews and photo-calls. Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?101101  It is important that company executives are available toIt is important that company executives are available to generate goodwill for their organisation.generate goodwill for their organisation.  Many undertake training in how to deal with the media, andMany undertake training in how to deal with the media, and how to behave in front of a camera.how to behave in front of a camera.  There are many key industrial figures that proactively dealThere are many key industrial figures that proactively deal with the media in a positive way for E.g. Bill Gates (Microsoft) .with the media in a positive way for E.g. Bill Gates (Microsoft) .  Interviews with the business or mass media give theInterviews with the business or mass media give the opportunity to the company to put its own perspective / viewopportunity to the company to put its own perspective / view on matters that could be misleading if simply left untended foron matters that could be misleading if simply left untended for the public domain.the public domain.
  102. 102. Speeches, presentations and speech writing.Speeches, presentations and speech writing. Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?102102  Key figures from within an organisation will write speechesKey figures from within an organisation will write speeches to be delivered at corporate events, public awards andto be delivered at corporate events, public awards and industry gatherings.industry gatherings.  PR company officials in liaison with company managers oftenPR company officials in liaison with company managers often write speeches and design corporate presentations.write speeches and design corporate presentations.  They are part of the planned and coherent strategy to buildThey are part of the planned and coherent strategy to build goodwill with publics.goodwill with publics.  Presentations can be designed and pre-prepared by PRPresentations can be designed and pre-prepared by PR companies, ultimately to be delivered by companycompanies, ultimately to be delivered by company executives.executives.
  103. 103. Corporate literature e.g. financial reports.Corporate literature e.g. financial reports. Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?103103  Corporate literature includesCorporate literature includes  Financial reportsFinancial reports  In-house magazinesIn-house magazines  BrochuresBrochures  CataloguesCatalogues  Price listsPrice lists  Any other piece of corporate derived literature.Any other piece of corporate derived literature.  They communicate with a variety of publics. For e.g. financialThey communicate with a variety of publics. For e.g. financial reports will be of great interest to investors and the stockreports will be of great interest to investors and the stock market, since they give all sorts of indicators of the health ofmarket, since they give all sorts of indicators of the health of a business.a business.  A company CEO will often write the forward to an annualA company CEO will often write the forward to an annual financial report where he or she has the opportunity to put afinancial report where he or she has the opportunity to put a business case to the reader.business case to the reader.
  104. 104. SeminarsSeminars Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?104104  Creating an informative seminar and inviting target audience isCreating an informative seminar and inviting target audience is an excellent way to educate the market and promote youran excellent way to educate the market and promote your company and proposition.company and proposition.  This method works especially well in the business-to-businessThis method works especially well in the business-to-business market, and where educating customers is appropriate, formarket, and where educating customers is appropriate, for instance if marketing a new technology or service to architectsinstance if marketing a new technology or service to architects and specifiers.and specifiers.  Diff. Types of seminars includes CPD (Continuous ProfessionalDiff. Types of seminars includes CPD (Continuous Professional Development) / CME by professional and institutes, whichDevelopment) / CME by professional and institutes, which provides an extra incentive for prospective customers to attend.provides an extra incentive for prospective customers to attend.
  105. 105. 29) Direct Marketing29) Direct Marketing
  106. 106. Direct MarketingDirect Marketing Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?106106  Direct marketing is a channel free approach to distributionDirect marketing is a channel free approach to distribution and / or marketing communications.and / or marketing communications.  Company can deal with its customers 'directly,' for exampleCompany can deal with its customers 'directly,' for example banks (such as City Bank) or computer manufacturers (such asbanks (such as City Bank) or computer manufacturers (such as Dell) or MLMDell) or MLM  There are no channel intermediaries i.e. distributors, retailersThere are no channel intermediaries i.e. distributors, retailers or wholesalers.or wholesalers.  Therefore - 'direct' in the sense that the deal is done directlyTherefore - 'direct' in the sense that the deal is done directly between the manufacturer and the customer.between the manufacturer and the customer.
  107. 107. Direct MarketingDirect Marketing contdcontd.. Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?107107  Direct' also in the sense that marketing communicationsDirect' also in the sense that marketing communications are targeted at consumers by the manufacturers.are targeted at consumers by the manufacturers.  For e.g. a brand that uses channels of distribution wouldFor e.g. a brand that uses channels of distribution would target marketing communications at wholesalers /target marketing communications at wholesalers / distributors, retailers, and consumers, or a blend of alldistributors, retailers, and consumers, or a blend of all three.three.  On the other hand, a direct marketing company couldOn the other hand, a direct marketing company could focus upon communicating directly with its customers.focus upon communicating directly with its customers.  Direct marketing and direct mail are often confused -Direct marketing and direct mail are often confused - although direct mail is a direct marketing tool.although direct mail is a direct marketing tool.
  108. 108. Direct MarketingDirect Marketing contdcontd.. Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?108108  There are a number of direct marketing media other thanThere are a number of direct marketing media other than direct mail. These include :direct mail. These include : 1.1. Inserts in newspapers and magazines.Inserts in newspapers and magazines. 2.2. Customer care lines.Customer care lines. 3.3. Catalogues.Catalogues. 4.4. Coupons.Coupons. 5.5. Door drops.Door drops. 6.6. TV and radio adverts with free phone numbers or per-TV and radio adverts with free phone numbers or per- minute-charging.minute-charging. 7.7. . . . and finally - and most importantly - The Internet and. . . and finally - and most importantly - The Internet and New Media.New Media.
  109. 109. Direct mailDirect mail Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?109109  Some of the principles and rules referenced here also apply toSome of the principles and rules referenced here also apply to other types of direct marketing, including 'door-to-door'other types of direct marketing, including 'door-to-door' distribution and telemarketing methods.distribution and telemarketing methods.  Direct mail is the process of sending your material (by itself or inDirect mail is the process of sending your material (by itself or in a shared mailing with other items) direct to the address of thea shared mailing with other items) direct to the address of the potential customer by post.potential customer by post.  The elements which make up the direct mail process areThe elements which make up the direct mail process are basically:basically: 1.1. A mailing list of names and addresses (own or sourced data-base)A mailing list of names and addresses (own or sourced data-base) 2.2. The item(s) to be mailed, and envelopes or packaging, ifThe item(s) to be mailed, and envelopes or packaging, if applicable .applicable . 3.3. Resource or facility to 'stuff' and address or label theResource or facility to 'stuff' and address or label the envelopes/packagingenvelopes/packaging 4.4. Postal charges, which depend on the size and shape as well as thePostal charges, which depend on the size and shape as well as the weight of the item being mailed.weight of the item being mailed.
  110. 110. Direct mailDirect mail contdcontd.. Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?110110  Direct Mail is generally used to generate a direct responseDirect Mail is generally used to generate a direct response from the recipient and will commonly incorporate a reply orfrom the recipient and will commonly incorporate a reply or response section within the mailed item.response section within the mailed item.  Direct mail is not a precise science.Direct mail is not a precise science.  There are many things that can go wrong, and even moreThere are many things that can go wrong, and even more things that are unknown and unimagined by the campaignthings that are unknown and unimagined by the campaign manager.manager.  A direct mail campaign which produces more than a 2%A direct mail campaign which produces more than a 2% response is normally considered very successful.response is normally considered very successful.  Lower than 1% response is more usual.Lower than 1% response is more usual.
  111. 111. 30) Viral marketing30) Viral marketing Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?111111
  112. 112. Viral marketingViral marketing Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?112112 SynonymsSynonyms  Word-of-mouth marketingWord-of-mouth marketing Related TermsRelated Terms  email marketing, pass-along rate, permission marketingemail marketing, pass-along rate, permission marketing DefinitionDefinition  Marketing phenomenon that facilitates and encouragesMarketing phenomenon that facilitates and encourages people to pass along a marketing message.people to pass along a marketing message.
  113. 113. Viral marketingViral marketing contdcontd.. Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?113113  Viral marketing depends on a high pass-along rate from personViral marketing depends on a high pass-along rate from person to person.to person.  If a large percentage of recipients forward something to aIf a large percentage of recipients forward something to a large number of friends, the overall growth snowballs verylarge number of friends, the overall growth snowballs very quickly.quickly.  If the pass-along numbers get too low, the overall growthIf the pass-along numbers get too low, the overall growth quickly fizzles.quickly fizzles.  With B2C it seemed as every startup had a viral component toWith B2C it seemed as every startup had a viral component to its strategy, or at least claimed to have one.its strategy, or at least claimed to have one.  However, few marketing viruses achieve success on a scaleHowever, few marketing viruses achieve success on a scale similar to Hotmail, widely cited as the first example of viralsimilar to Hotmail, widely cited as the first example of viral marketing.marketing.
  114. 114. Viral marketingViral marketing contdcontd.. Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?114114  Viral marketing may have connotations of sending unwantedViral marketing may have connotations of sending unwanted messages i.e. spam.messages i.e. spam.  That is not what is meant.That is not what is meant.  It is basically the idea of using the Internet and e-mail forIt is basically the idea of using the Internet and e-mail for recommendation and promotion among peers.recommendation and promotion among peers.  E.g. a logo or a note on the scientist's home page endorsingE.g. a logo or a note on the scientist's home page endorsing the use of the IR.the use of the IR.  A message of support at the bottom of the scientist's e-mail.A message of support at the bottom of the scientist's e-mail.
  115. 115. Word of mouthWord of mouth Dr. Kailas GhodkeDr. Kailas GhodkeWhere Marketing is Heading?Where Marketing is Heading?115115  Personal referral is unsurpassed as an advertising tool.Personal referral is unsurpassed as an advertising tool.  It costs nothing and is the most believable type of 'advertisingIt costs nothing and is the most believable type of 'advertising of them all.of them all.  Encouraging word of mouth referral is therefore a good reasonEncouraging word of mouth referral is therefore a good reason for sustaining excellent customer service and relations.for sustaining excellent customer service and relations.  If your customers are thrilled by the service you give they'll tellIf your customers are thrilled by the service you give they'll tell their friends.their friends.  You can encourage word of mouth referrals through the use ofYou can encourage word of mouth referrals through the use of  Discount vouchers and coupons,Discount vouchers and coupons,  Loyalty and 'friends and family' schemes,Loyalty and 'friends and family' schemes,  Introduce a friend incentives,Introduce a friend incentives,  Any other mechanism that encourages people to spread theAny other mechanism that encourages people to spread the word on your behalf.word on your behalf.

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