This document provides an overview of marketing strategies used by pharmaceutical companies in India. It begins with background on the large size of the global pharmaceutical industry and growth of the Indian pharmaceutical industry. The marketing challenges described include increased competition, lack of customer knowledge, and ineffective customer acquisition, development and retention strategies. The document then outlines two common business models - the super core model focusing on a small number of blockbuster drugs, and the core model marketing a larger number of drugs across therapeutic areas. The goals of the proposed research are to identify factors affecting competitiveness, investigate effective customer strategies, and provide alternative strategies to improve competitiveness.